The Next Frontier Video on Demand Players Are Willing to Go to War Over Digi- Tal Rights
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October 16-31, 2016 Volume 5, Issue 9 `100 THEVideo on demand NEXT players are willing toFRONTIER go to war over digital rights. A look at the kind of content that’s fuelling the fight, and the stakes involved. 16 Cover Story Powered By: 8 18 23 PLUS NETFLIX Unconventional Promo 10 AMAGI Wooing Businesses 12 DENTSU AEGIS NETWORK PAN BAHAR BISLERI VISTARA New Partnership 21 A Different Bond Bottled Strategy More Frills MOVEMENTS/APPOINTMENTS Pierce Brosnan is the new A funky looking bottle called Adding wings to ‘premium 26 brand ambassador. Rockstar. economy’ class air travel. Who’s Where editorial This fortnight... Volume 5, Issue 9 EDITOR n an attempt to stay fully abreast of the lightning paced goings on of the digital world, Sreekant Khandekar I I put a Google alert for the phrase ‘video on demand’ last month. In doing so, I PUBLISHER Prasanna Singh October 16-31, 2016 Volume 5, Issue 9 `100 thought I was being very clever, but was compelled to undo the action within a week; my inbox was inundated with alerts at the rate of five to ten new stories every few minutes. EXECUTIVE EDITOR THEVideo on demand NEXT players are willing toFRONTIER go to war over digital rights. A look at Ashwini Gangal the kind of content that’s fuelling the fight, and the stakes involved. If one decides to do it sincerely, then just reading it all is a full time job. PRODUCTION EXECUTIVE Andrias Kisku I’ll risk basing my verdict on this one isolated experience but it just has to be said ADVERTISING ENQUIRIES – VOD is the buzziest thing on the internet right now, in the written universe of all Shubham Garg things digital. 81301 66777 (M) Apoorv Kulshrestha 9873824700 (M) 16 If developments in this space are being documented so prolifically, just think about Noida Cover Story Powered By: how hot the game must be for the digital folks playing it, the ones whose actions generate Nikhil Jhunjhunwala 8 18 23 PLUS NETFLIX 9833371393 (M) Unconventional Promo 10 all this news that reaches us via pre-designed email alerts. AMAGI Mumbai Wooing Businesses 12 DENTSU AEGIS NETWORK New Partnership 21 PAN BAHAR BISLERI VISTARA [email protected] A Different Bond Bottled Strategy More Frills MOVEMENTS/APPOINTMENTS Pierce Brosnan is the new A funky looking bottle called Adding wings to ‘premium Who’s Where 26 brand ambassador. Rockstar. economy’ class air travel. “Digital video is brutal” said the founder of a popular online entertainment network, MARKETING OFFICE in a cover story around twelve issues back. The occasions to hark back to that quote keep B&B Genesis, A 12/13, Ground Floor, Sector - 16 increasing as the online video game gets hotter. While this young entrepreneur made this Noida - 201301 statement in the context of advertiser-driven video content like web series, that’s not what our cover story is about this time. MUMBAI 302, Makani Center, 3rd Floor, Off Linking Road, Bandra (W), In this issue, we look at the game from the perspective of the digital platforms that are Mumbai - 400050 home to sports and entertainment content, like movies and television shows. For them, SUBSCRIPTION ENQUIRIES viewer subscription is king. The race to acquire the best content is ongoing, never-ending Akhilesh Singh and is creating ripples across the digital jungle. [email protected] Owned by Banyan Netfaqs Pvt Ltd and The ripple we’re examining here is the one about the way this competition is pushing Printed and published by Prasanna Singh, the cost of content up. How high will the cost climb? Will the curve change direction? at 7-A/13, Ch. Ratan Singh Complex, Which genres are most promising? And what’s keeping digital platforms fiercely Jawala Heri Market, Paschim Vihar, New Delhi-110 063. competitive? Printed at Cirrus Graphics Private Limited B-61, Sector 67, Noida (U.P.), 201301 Cover Photograph Ashwini Gangal Photo Copyright [email protected] Dinodia CONTENTS 19 10 20 FIAMA Refreshing Move Brand ITC launches a new TVC-led marketing push for the shower gel. DNA 12 Changing the DNA The newspaper launches in a new avatar. POINTS OF VIEW 19 ABBOTT 6 ZOPPER RAYMOND 22 Digital Ambassadors A Dose of Recording New Avatar White Obsession Will online stardom dazzle The company’s latest radio The brand has unveiled its Promoting the latest range of the digital marketer? spot is also digitally aligned. new logo, and strap line. ‘Raymond Whites’. afaqs! Reporter, October 16-31, 2 0 1 6 5 advertising ABBOTT A Dose of Recording Abbott’s latest radio spots have been created while rafting, paragliding and running in the Himalayas. The footage serves as a digital campaign. By Ashee Sharma f you think pharma advertising is not cool, Abbott India’s new Icampaign will surely make you rethink. The brand, in collaboration with BBH India, has come up with a ‘first-of-its-kind radio-video recording’. What this basically means is that it’s a radio ad that has been video-recorded live, and not in a studio. And, that’s not all. The radio ad has no annoying jingle or an insipid sales pitch. It’s the live video recording of people taking part in adventure sports such as river rafting, paragliding, and running a marathon in the Himalayas. “So far, the videos Yet another element of surprise in The recording has been done by sound the campaign is that the recording has released on social been done by Oscar-winning sound designer and mixer Resul Pookutty. media do not seem designer and mixer Resul Pookutty of Slumdog Millionaire fame, and a radio, as well as a digital ad. radio advert shouldn’t go beyond 45 to have reached a the adventure sports are being While the experts we spoke to seconds. Also, it needs to be edited large number of undertaken by people who have, in have their own take on whether or as per the sensibility of radio. Right one way or the other, benefitted not the ad is suited for the radio now, it’s too visual in nature. Radio, audience.” from Abbott’s services. medium, for which it is intended, they say, is the theatre of the mind. MANISH BHATT This includes 40-year-old diabetic you can find out if it works for you When you listen to this ad with your Gerald D’Souza, 54-year-old Sameer by listening to the recording sans the eyes closed, you will realise that in Chowdhry who recently overcame a visuals... spite of a great recording you cannot kind of advertising that one gets to heart attack, and 64-year-old Harish make sense of it,” he rues. see in the pharma category, Abbott’s Verma. HIGH-IMPACT However, according to Upadhyay, campaign is quite disruptive, but it The intent of the campaign is Rohit Upadhyay, managing it makes for very good digital content. lacks authenticity. to demonstrate how the pharma director and CEO, Ibroad7, a full- Sharing a similar sentiment, “If you look at the ‘make-up company’s range of nutritional service radio advertising agency, Manish Bhatt, founder director tutorial by Reshma’, and the more supplements for adults, and diabetic quite likes the idea of recording a at Scarecrow Communications, recent ‘adidas Odds’ campaign, they and heart care products are helping radio ad, live, in this manner. “One says that although the effort is tell stories of real heroes and there people live ‘life to the fullest’ (also can clearly see that a lot of hard work commendable, the entire exercise the empathy factor is high. In the the brand’s tagline). and creativity has gone into making lacks the elements of a good radio case of Abbott, people will be unable Considering the mostly dull it,” he says appreciating the effort. ad. “In order to appreciate it, people to identify anyone except Resul advertising that pharmaceutical Upadhyay thinks that the AV has must know the backstory. So far, Pookutty. Not only will this fail to brands come up with, this campaign the elements of a good radio spot, the videos released on social media generate empathy, it may also lead to by Abbott India is not only ingenious but not in its current form. “With do not seem to have reached a large the ad coming across as a gimmick, in thought and execution, it also an average of around 90 seconds, number of audience,” he points out. especially on radio,” he states.n serves a dual purpose - that of being the videos are too long. A good While Bhatt agrees that given the [email protected] 6 afaqs! Reporter, October 16-31, 2 0 1 6 abpnews.in advertising PAN BAHAR A Different Bond Akhil Jain, CEO of the company that markets Pan Bahar, spoke to us about his new ads and the flak they’ve fetched… By Ashwini Gangal he new ad campaign, that broke on (October 7, a play Ton James Bond’s 007 code), featuring Hollywood actor Pierce Brosnan, has become the talk of the town – in and outside ad-land. ‘Class never goes out of style – Pan Bahar. Pehchan Kamyabi Ki’ goes the copy. It’s also what Brosnan says at the end of the ad film. DDB Mudra has created this campaign; it falls under the ‘Pehchaan Kamyabi ki’ umbrella thought. “The pan masala attracted, Jain says, “See, criticism is year old “corporate” guy from SECs A The TVC, in which Brosnan category suffers from coming and we expected that. People and B, in the Hindi speaking belt and – who plays an agent, of course – are shocked… it is a new kind of Eastern region.