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. He’s not concentrating wields a dabba of Pan Bahar, like he the baggage that gutka brand endorsement. It has shock much on Southern regions “because would a deadly weapon. The ad film players have created in value. After 15-20 days people will the trend (of consuming Pan Bahar- was shot in Austin, USA. the market.” start accepting it, definitely. Criticism like products) is not popular there… The identity of this new brand is coming from marketing gurus right We want to break the reservations ambassador was unveiled after a brief AKHIL JAIN now, because this is all a problem people have about this product.” teaser campaign. of perception – the perception that The media plan includes leading Sambit Mohanty, creative head, Rajinikanth.” (Never mind that it is gutka (tobacco). We believe it news, movie and niche TV channels, DDB Mudra Group (North), said Brosnan is doing some dangerously will gain acceptance. This negative mainline print publications (Hindi, about the ad on his Facebook page, Rajinikanth-like stunts in the TVC). excitement will die off soon.” English), outdoor and digital “…We, at DDB Mudra (North) are Jain added about the need to The trolling, he reasons, comes platforms. The campaign will extend chuffed at having pulled off this ‘premium-ise’ the pan masala segment, from the erroneous perception that across Tier I and II markets. pan masala is the same as gutka. Previously, Bollywood actors Previously, actors such as Feroz Khan, Fardeen Clarifies Jain, “Previously, gutka used such as Feroz Khan, Fardeen Khan to be a mix of pan masala and tobacco.” and Saif Ali Khan have endorsed Khan and Saif Ali Khan have endorsed Pan Bahar. Today, though branded gutka Pan Bahar. The company’s ‘masala coup! You may rave & rant, foam & “When I joined, around four to five sachets/boxes have more or less vacated portfolio’ includes names like Pan froth...but there’s no denying this years back, we repositioned the retail shelves, consumers frequently Bahar Crystal (launched in 2012 endorsement has changed the rules brand. Consumer behaviour is put all similar looking products and positioned as the ‘World’s most of the game. Who needs the dreary changing — everyone wants in one cognitive bracket, goes expensive pan masala’), Begum, old Kapoors, Khans & Kumars when to consume a premium the explanation. “The pan Dilruba, Natkhat and Wah, among an international star is up for grabs? brand, to show his/her status. masala category suffers from others. To hell with your self-righteousness! We wanted to modernise the baggage that gutka players At the time, Shweta Purandare, And to quote from our recent Adidas our brand and fit it into have created in the market,” secretary general, ASCI, said, “At this campaign, we’ll feel the love & the consumer’s lifestyle. We Jain rues, adding, “And because juncture, we would like to educate use the hate. Because success, er wanted to associate our the packaging is similar, consumers and advertisers that while Kamyaabi, is the child of audacity.” brand with success. people think this products like pan masala and supari Akhil Jain, CEO, Ashok & Co. Pan If you hold/ is gutka. We want are not banned for sale or from Bahar, parent company of the brand carry our dabba people to shed advertising by law, the ASCI code (Pan Bahar), told afaqs!, during the of Pan Bahar, this baggage — does not permit the use of celebrities course of a telephonic interview, “We people should that’s the biggest in advertisements of products which were scouting for someone masculine, immediately challenge in this by law require a health warning on someone who can tell a story without think you are a category. People their packaging or those that cannot saying anything. We also had some successful guy like Brosnan be purchased or used by minors.” lesser known models in mind, and did — and not endorsing Defends Jain, “See, ASCI’s rule not begin the process by thinking of just in terms our products says one cannot get a celebrity to Hollywood names, but finally thought of money.” will help the endorse a pan masala brand. But Brosnan lent a certain authenticity to About process.” we’re talking about Pan Bahar mouth the character. We wanted someone the flak the new His TG freshener here.” n stylish… and stylish does not mean campaign has comprises the 20-30 [email protected]

8 afaqs! Reporter, October 16-31, 2 0 1 6 ““ WEWE DONDON’’TT NEEDNEED GOODGOOD ROIROI FROMFROM OUROUR ADVERTISINGADVERTISING ”” ININ MUMBAIMUMBAI.. SAIDSAID NONO CLIENTCLIENT EVEREVER.. Everyone knows that Mumbai Mirror is the city’s favourite newspaper. After all, we reach 6 lakh households every morning. And many local businesses greatly benefit from our reach. So when it comes to Mumbai, we are the obvious choice. Thankfully, all sharp clients get that.

THINKTHINK MUMBAIMUMBAI? THINKTHINK MUMBAIMUMBAI MIRRORMIRROR.

Source: RNI 2012

If your brand is raring to make an impact in Mumbai, mail us at [email protected] advertising DNA NETFLIX Unconventional Changing Promo The new digital promo for Netflix, the DNA created by The Glitch, captures the popularity of Narcos and features Mallika Dua and Atul Khatri, in their own inimitable style, tell us why Tanmay Bhatt, co-founder reading the all new DNA is a good idea... By Aditi Srivastava of All India Bakchod (AIB). By Shweta Mulki he popular American crime series Narcos that released exclusively on Tthe streaming service Netflix last year, has became one of the biggest hits that the service has had till date. The series that focusses on the Columbian drug lord Pablo Escobar and the DEA agents who worked to bring him down, now boasts a huge number of fans, globally. The highly anticipated second season of the ewspapers are considered one of the show arrived last week. In order to promote it oldest and most trusted sources of among its Indian subcribers, Netflix India Ngathering information about current has roped in stand-up comic Tanmay Bhatt affairs and trivia doled out to readers each for a digital promo film titled ‘Hooked feat. morning. But, what if the newspaper, your Tanmay Bhatt’. window to the world, dishes out un-newsworthy and irrelevant news? The answer is simple — it’s time to make a change. Centred upon a similar thought, DNA, the English broadsheet daily owned by Diligent Media Corporation, an Essel Group company, launched an all new avatar in Delhi and Mumbai on October 11, 2016. To promote this new edition, the publication has rolled out the quirky campaign #SayNoToJunk. The campaign is divided into two parts — outdoor ads and digital films. While the outdoor ads have been done exclusively by the creative The video agency Infectious, the digital films are a joint created by The collaborative effort between Infectious, as well as Glitch and its branded content company Firki Productions, featuring Bhatt which was launched two months ago, confirms as Ronny, a pizza Nisha Singhania, co-founder and director, delivery guy, shows how viewers are hooked Infectious, to afaqs! to Narcos. In the film, Bhatt is the ‘most tipped pizza delivery boy’ in India. But, one day to his DNA launched an all (HR) manager who is all alone instead of being dismay, when he delivers pizza to the ‘Kothari surrounded by people who discuss their happy house’, he is ignored (and sent away without new avatar in Delhi and and not-so-happy predicaments in the company. a tip). The film then shows that the customer Can’t blame their colleagues though since they was watching Narcos and was too engrossed Mumbai. To promote are at the receiving end of the dull and boring in it to care about tipping. After figuring out the new edition, the news that the two read out and discuss which the reason, Bhatt gets into a Pablo Escobar instead of uplifting their moods makes them run mode, moustache et al, the next time he publication has rolled away from their company. delivers a pizza to this particular customer. On the other hand, the copy on the outdoor He flaunts his own version of Spanish replete out the quirky campaign ads reads ‘Is Junk News Ruining Your Mind?’, with famous Narcos phrases like ‘plata o ‘Addicted To Junk News?’ and ‘Still Binging plomo’. Pleased, the customer invites him in, #SayNoToJunk. On Junk News?’ followed by ‘Read the all and shares his pizza with Bhatt. new DNA starting 11th October’. Interestingly, This film is the second one under Netflix’s The digital leg of the campaign features junk news in these print ads have been cleverly ‘Hooked’ campaign following its recent popular stand-up comedians Mallika Dua as equated with burgers, ice-cream, and french made-for-India promo of another popular Delhi girl ‘Gifty’ who mocks Delhiites and Atul fries — all of which stand for junk food in show ‘Orange Is The New Black.’n Khatri as the ‘unfunny’ boss. The latter is rather popular parlance. n [email protected] unhappy with being the only human resources [email protected]

10 afaqs! Reporter, October 16-31, 2 0 1 6

DIGITAL ZOPPER New Avatar Zopper has unveiled its new logo, and strap line that reads ‘Local shopping ab online’, while the earlier one read ‘Your local shopping app’. By News Bureau

“We felt it was time to give the brand Zopper a makeover to bring alive the full picture for customers and retailers.” HARNEET SINGH RAJPAL

He adds, “We are going to represent our ethos in the form of he e-commerce platform a new logo and new brand strap Zopper has redesigned itself line. The icon in our logo is a union Tand launched a new logo and between an awning, symbolising the strap line. The redesign is meant to trust of local stores and a location pin, emphasise on the fundamentals of the online bearing of our hyperlocal the brand, ‘combining online and identity.” local shopping’. The old tagline was a press release, “We have come a give the brand Zopper a makeover The new look is already ‘Your local shopping app’, while the long way in the last couple of years. to bring alive the full picture for implemented on the website and new one reads ‘Local shopping ab Our hyperlocal marketplace where customers and retailers. The new now it remains to be seen if this online’. we bring local retailers on board to positioning and logo will help us revamping brings better fortunes for Harneet Singh Rajpal, chief participate in e-commerce has seen to uniquely establish Zopper in the the e-commerce platform. n business officer, Zopper, says in great success. We felt it was time to minds of consumers.” [email protected]

He further asserts, “With AmagiMIX we are AMAGI trying to address the above pain point and attempting to make TV advertising easy and affordable.” Wooing Businesses The tool provides for a host of easy payment options. Users can choose to either pay online Amagi has launched AmagiMIX. The firm will promote the tool in full, or partially (via their credit/debit cards through its TV campaign ‘Yaari Yaari’. By News Bureau or through netbanking), or leverage an NEFT/ RTGS transfer for added security. Lastly, users ndia’s targetted-advertisement solutions firm average time spent watching TV as well as can opt to pay a partial booking amount online Amagi has announced the launch of a targetted viewership of TV is growing. In and pay the remaining amount via Imedia planning and ad buying platform our internal survey done recently cheque/bank transfer. for television ad spots. The platform has been on a sample of SME advertisers The launch coincides with Amagi’s named AmagiMIX, and it aims to cater to the to check their readiness of online new television commercial titled needs of small and medium businesses who wish media buying, 56 per cent of ‘Yaari Yaari’ which will go on air to move beyond print, radio, or digital media to them preferred TV as a mode of across Amagi’s vast channel bouquet advertise their brands to a larger mass through advertising, but 65 per cent of them to educate TV audiences about the television. shy away from advertising on TV viability of the tool. A departure “Advertisers who are familiar with online ad because of cost, and 30 per cent from standard marketing procedure, managers will find it easy to navigate within the because of lack of knowledge of TV the entire TVC has been scripted, AmagiMIX portal to create and launch high- advertising process and difficulty in conceptualised, financed, shot, visibility campaigns on television,” claims the finding a trusted media agency,” says Subramanaian: produced, and edited in house at media release issued by Amagi. Baskar Subramanaian, co-founder ad analyser Amagi. n “TV’s popularity is growing in India. Overall, Amagi Media Labs. [email protected]

12 afaqs! Reporter, October 16-31, 2 0 1 6

VIDEO ON DEMAND The Next Frontier Video on demand players are willing to go to war over digi- tal rights. A look at the kind of content that’s fuelling the fight, and the stakes involved. By Anirban Roy Choudhury

s the online video the type of content - sports (acquired media, Frost & Sullivan, a research million in 2020. Experts also predict fire spreads across the from licensing authorities), movies and consulting firm, says, “There are a growth in regional content on digital jungle, players and international TV series (acquired 66 million unique connected video these platforms, fuelled by demand compete for the best from studios). Where is the money viewers in India, of which 1.3 million from both local viewers and the possible content going at present and what does the are paid video subscribers. Online international Diaspora. andA fattest possible subscriber arc look like? video subscription numbers fluctuate base. As these buyers, particularly dramatically every month. A large SPORTING TOUCH subscription-based video on demand BRIGHT LIGHTS percentage of video on demand Star India’s digital platform, - or S-VOD - players, fight it out for The ecosystem comprises different viewership in India is fragmented Hotstar, had a hot start ignited by the the best content, acquisition costs players trying out different strategies. across states and languages.” ICC Cricket World Cup 2015. It was for the same are going up. What is The four major broadcasters - Star, According to Frost & Sullivan’s played in Australia and New Zealand, making buyers willing to bet big? Zee, Sony and Viacom18 - have a projections, the number of unique which meant a typically odd timing What’s making the fight for digital substantial presence. Global giants online video viewers will grow from for the affluent Indian working class. video content attractive? Netflix and Amazon have announced 66 million in 2015 to 355 million in Hotstar, which streamed the matches Content acquisition cost is not their plans. Experts are keeping an eye 2020. According to its estimate for live, emerged as a good alternative rising uniformly across genres and on Reliance Jio’s Jio-on-Demand. S-VOD, the 2 million subscribers for office goers. is almost entirely contingent upon Vidya Nath, director, digital (2016 figures) will grow to 5.7 Uday Sodhi, executive vice

16 afaqs! Reporter, October 16-31, 2 0 1 6 Cover Story Powered By:

president and head, digital business, GOT is one of them. Sony Pictures Networks India (SPNI) The demand for English shows points out that the European Cup on online video platforms has already (Football) was a success for Sony LIV started creating an impact in the as the platform got a huge number English Entertainment Business. of unique or first time viewers on Previously, there was a ‘hold back’, it. “We roped in 20-25 million users wherein the studio would hold the on the platform during the Cup,” he S-VOD rights of a show acquired says, adding, “Experiential marketing by broadcaster for a certain period is an important facet and a marquee of time. Now, the studios are sports property helps you do that. It negotiating these ‘hold backs’. gets a lot of viewers who will stick “India is a paradise for studios and around if you have relevant content.” Pandey: "a good paid Sodhi: "TV shows have Nath: "VOD viewership their agencies... there are astronomical The streaming rights of the subscriber base is vital" the best ROI" in India is fragmented" deals happening in the country. The annual, cash-rich T-20 tourney digital acquisition cost of an English Indian Premier League are with players are launching, but it will be the fact that movies play a vital role series used to be 15–20 per cent of Hotstar till 2017. Hotstar acquired important for the players to get a when it comes to the online video the satellite rights. In the last one the rights for three years in 2015. good, growing paid subscriber base players. “Movies keep the viewer year, the number has swelled to 30 The online video platform paid a for this revenue to be sustainable.” on the platform for a long period of per cent of the satellite rights and in premium of `302 crore to acquire the Today, an Indian studio generates time... it enhances the time spent. next one year it could reach 40 per streaming rights. Before that, it was 70 per cent of its revenue from box Also if you have an exhaustive library cent,” says a stakeholder on condition with Times Internet, acquired for office collections, while 15 per cent you will have the viewer coming of anonymity. Interestingly, despite `264 crore, for four years. comes from satellite rights. Ten per back to the platform again and again. the skew, satellite costs are not going The Board of Control for Cricket cent consists of digital rights, brand You might have same viewer tuning down, but have in fact increased by at in India (BCCI) has already issued integration, airline rights, music in many times to watch the same least 15 per cent year on year. an invitation to tender for the rights and others. The revenue from movie again and again. So unlike The hefty acquisition cost of a digital rights of the multi-million digital rights is close to 7-10 per sports, movies are more sustainable series is worth it, according to Sodhi. dollar tournament and Reliance Jio, cent of the gross collection. This and have a longer life,” Sodhi adds. “In the current scenario, TV shows Amazon, Star and Sony are in the figure can go up to 30 per cent in a (as opposed to sports and movies) race. The rights will be sold for year, predict experts, given SERIAL MADNESS have the best return on investment,” a five-year period at an estimated the growing competition It was the premier he says. How so? It is the “linearity of amount of over `500 crore. among S-VOD of English series a show which gives it an upper hand players. Revenue Game Of when it comes to ROI,” he explains. HOME THEATRE Blockbuster Thrones Amazon Prime’s recent deal movies have seen from digital (GOT) NO BUFFERING with Dharma Productions signifies a 15-20 per cent for which Studios have made it clear that they that the international player too surge in the last rights can go up Hotstar won’t give content for exploitation feels that movies are a great way one year when it to 30 per cent introduced to A-VOD or advertising-driven to earn subscribers. The platform, comes to digital a pay wall. video on demand platforms (that say sources, has paid `30-35 crore acquisition cost. compared to 7-10 The series run on webseries). Acquisition costs to seal the licensing deal. Dharma Ajit Andhare, chief has a huge for content on S-VOD platforms Productions will provide Amazon operating officer per cent now. number of loyal are rising. It remains to be seen with select blockbuster titles Viacom18 says, “The fans who have how the players fight it out amongst including Ae Dil Hai Mushkil and digital acquisition cost been following it themselves to make a mark. other forthcoming titles such as Ok can surpass satellite cost season after season. Overall, an industry filled with Jaanu and Badrinath Ki Dulhania. A in near future as the bandwidth Traditionally, the US-based players with deep pockets in the few weeks ago, Amazon signed a deal issue settles down and the S-VOD series was first premiered on US phase of strategic and long-term with Vishesh Films, giving it access platforms grow their subscriber TV and then after a substantial delay investment will certainly not count to the latter’s catalogue of movies, numbers.” it used to come to Indian TV. This what they spend. So if you have comprising nearly 50 titles. Sodhi, however, finds it difficult phenomenon made pirated platform great content library and you are not Amrita Pandey, vice president, to believe that the digital acquisition ‘torrent’ the go-to place for those trapped with an already signed long studios, Disney India, concurs, “A cost can surpass satellite cost in fans. The phenomenon has now term content you are pretty much in few rich deals are happening in the the near future. “I don’t see that changed in India as video on demand digital El Dorado. n market as many high profile S-VOD happening,” says he. But he agrees to players are thriving on simulcasts and [email protected]

afaqs! Reporter, October 16-31, 2 0 1 6 17 marketing BISLERI Bottled Strategy Bisleri has launched a funky looking 300 ml bottle called Rockstar. A quick look at the marketing effort. By Sunit Roy

he packaged drinking water market has surged significantly Tin India over the years, thanks to the rise in health awareness, increase in tourism, and on-the-go youth. With the aim to capture the youth segment, Bisleri, Parle Group’s mineral water brand, recently hit the Some of the interesting product shelves of retail outlets in Mumbai packaging done by various brands. with its new ‘Rockstar’ bottles. The brand claims that the new 300 ml SMART PACKAGING? bottle, available at `8, is ideal to We asked our experts if Bisleri quench one’s thirst on-the-go. Rockstar will make a mark in the Speaking about the launch, market and if the bottles can be Ramesh Chauhan, chairman considered as collectibles? and managing director, Bisleri According to Sameer Aasht, International, says, “Bisleri Rockstar founder director, Alma Mater Biz is an attempt to do some innovation Solutions, packaging for any offering in the mineral water industry. We has to have a good balance of form and wanted to bring in a fun factor function. Form stimulates a positive without moving the focus from the emotional response and function is a product. Our idea was to play with reinforcement of rational utility. “For the packaging, hence, the new 300 example, the coke bottle has evolved ml Rockstar was launched.” through the years to embody the self The new product was launched in projection of body shape and embraces mid-September, only in Mumbai, to the youthful energy in its new avatar. know if the consumer was ready to Pepsi projects a lean adolescent accept a new trend. “The Rockstar through its bottles,” says Aasht. aims to attract consumers with its “The market of packaged drinking distinctive shape and affordability. water is predominantly a game of The USP of the bottle is its unique distribution. Epitomising attributes shape and design,” says Chauhan, like purity, safety, nutrition, health, adding, “Bisleri Rockstar is a quick, wellness, and youthfulness could be easy, and inexpensive thirst-quencher, “Epitomising a lot better for water brands both for which one can conveniently carry. It the premium end as practised by Evian can fit comfortably in one’s briefcase, attributes like purity, penetrate small cities and towns, thus (shown in the collage), and for a mass or even a handbag.” safety, nutrition, providing an opportunity for small market offering like Bisleri. Gimmicks Bisleri has dominated the Indian players to build a presence in regional such as ‘Rockstar’ could help create market with a huge product portfolio health, wellness, and markets. As a result, Bisleri, too, is some newsworthiness,” Aasht adds. in terms of packaged drinking youthfulness could feeling the heat, and is trying to make He, however, feels that the new water and aerated drinks. Some of a strategic move. Rockstar pack is nowhere being close the popular brands from Bisleri’s be a lot better for Currently, Rockstar has been to a collectible. catalogue include Bisleri Vedica, water brands.” launched only in Mumbai and the Shripad Nadkarni, founder, Bisleri Soda, Urzaa, and Bisleri Pop. SAMEER AASHT brand is enjoying an overwhelming Fingerlix and Angel Investor, says, Among these, Bisleri drinking water response. “Be it at an event or a retail “Single serve packs are the norm in enjoys maximum popularity, and outlet, people in Mumbai are keen to the soft drink section as they meet the until now was available in 250 ml, its packaged drinking water in the try the unique 300 ml Rockstar, and need of immediate thirst quenching 500 ml, 1 litre, 2 litre, 5 litre, 10 litre, country. This significant growth was we look forward to launch the same or refreshment. Since water fulfils and 20 litre packs. With the addition fuelled by a gamut of advertising by in other parts of India, too,” says both these functional needs, the new of the 300 ml pack, Bisleri has taken industry players highlighting ‘bottled Chauhan. pack should attract a segment of the the competition a notch above. market looking for immediacy. I feel “Our 250 and 500 ml stock-keeping Currently, Rockstar has been introduced only in the single serve pack has the potential units (SKUs) are already well- of opening up a new segment if the researched, placed and accepted in Mumbai, and will soon be launched elsewhere. pricing makes economic sense.” the market. However, our consumer water as pure and healthy’. Over two “The shape and style of the bottle is He further adds, “I don’t think the research also showed that there was decades have passed, and today, while the key. So, instead of throwing away pack will be any more of a collectible scope for a product that quenches the packaged drinking water market the bottle it can also be considered a than any of the current packs. Re-use thirst at once,” says Chauhan. in India is flooded with various brands collectible. The funky looking bottle of a bottle is the norm in India for The bottled-water industry such as PepsiCo, Coca Cola, and is ideal for your everyday journeys, everything, and this pack will not be witnessed a huge growth in the late Nestle, due to poor infrastructure, as well as for your grand celebration an exception.” n 1990s, soon after Bisleri launched companies are still struggling to parties,” he adds. [email protected]

18 afaqs! Reporter, October 16-31, 2 0 1 6 pointsofview Will online stardom dazzle the digital marketer? While faces from brands like All India Bakchod and The Viral Fever can now be called mainstream, have we also reached that tipping point when singers, chefs, and tech nerds, who have gained massive online stardom, be considered at par with film actors when it comes to being the face of brands? Experts tell afaqs! what they think. By Shweta Mulki

POOJA JAUHARI, AJAY NAIR, DEVENDRA DESHPANDE, SUBRAT KAR, chief executive officer, co-founder, head, content+ division, chief executive officer, and co-founder, The Glitch Only Much Louder Mindshare Vidooly

ONLINE STARS OR THERE ARE TWO DEPENDING ON THE THERE WAS A TALENT IS ANOTHER PARTS TO THIS - TG AND THE MEDIUM, TIME WHEN CATEGORY OF CELEBRITY ONLINE ADS CREATED INFLUENCERS ARE ENTERTAINMENT THAT HAS GROWN OUT SPECIFICALLY FOR AN USED TO EITHER CELEBRITIES USED OF A PREDOMINANTLY ONLINE AUDIENCE DRIVE AWARENESS OR TO INFLUENCE DIGITAL WORLD WHICH WHERE ONLINE STARS RELEVANCE. SO, IF IT’S A THE PURCHASING CONSUMES MOST OF FEATURE MORE THAN MOBILE PHONE LAUNCH DECISIONS OF its content online. In fact, film stars since brands clearly targetting the youth — where consumers with their names not only have movie stars identify that in the online medium, you have to play up its tech alone. But, for today’s consumers, shown interest in digital, online stars are equally, if features — I’d take some online stars are far more influential they seem to have the not more relevant. Secondly, tech influencer who can than traditional celebrities. Unlike mindset, too, to truly capture television, too, is slowly beginning talk specifics than ‘shout’ movie stars or sports celebrities, this audience. Ranveer to move - though it’s still three- that X phone has launched, most digital stars still work Singh and Alia Bhatt are two four years away, as Bollywood still since phones are governed regular jobs and do ‘regular’ examples of Bollywood stars has a massive outsized influence by word-of-mouth in terms things that their followers can turning to the digital medium. on television and online, too, for of credibility. If it’s a mass relate to. While celebs have a As for celebrities, if they are that matter. But, it is beginning product, I need a good mix large, yet detached fan base, popular, fit with the to happen. We now get a lot — the online influencer for online stars have a dedicated personality of the brand, more inquiries for our talent for the details, and a Bollywood audience. Also, the sole purpose and talk to the right target mainstream campaigns, probably celebrity to say that the phone of their online presence is to group, they are a definite five more compared to a year has arrived. TV overshadows share their life with their fans choice. So, the larger ago. The safe trend to look at digital reach by three times. If and that’s why brand point really is which celebrity is the data that YouTube puts it’s about a housewife in Uttar endorsements seem like a — film or online, works out annually. However, online Pradesh under SEC B that I’m natural fit in their content. It for the brand in terms of stars may never fully catch up. targetting, a star will be chosen. helps that most online influencers its objective, larger strategy, There’s no Shah Rukh Khan So, the credibility of online charge far less than a movie or communication, and budget. coming out of that. But yes, they in uencers complements the a sports star. Measurement of the For us, we have more to are complementary especially mass in uencers’ credibility, RoI for such influencer campaigns choose from and that’s always for content or ads targetted at and one is not a substitute for is easier too, when compared to a a great thing. younger audiences. the other. celebrity endorsement.

afaqs! Reporter, October 16-31, 2 0 1 6 19 advertising FIAMA Refreshing Move Sameer Satpathy, chief executive, personal care products business, ITC, talks about his TVC-led marketing push for Fiama shower gels. By News Bureau

he new ad campaign by Fiama shower gels and gel bars, Tpositions the product as one that generates copious amounts of lather with a little help from a loofah, and one that works as an instant mood- lifter for the hassled young woman after a trying day. The campaign, led by two TVCs, is titled ‘Dil Ko De Lift’. Fiama is ITC’s premium brand of personal wash products. creative director, Taproot Dentsu, the a wider set of women,” she says. One ad film is about a young agency behind this campaign, says, in Gosain feels that the overall mother whose son’s school teacher a press release, “Our daily routines execution style is more slapstick and has complained against him, while “Category awareness are full of cribs and peeves. But, no over-the-top. “The shower gel is the other is about a presumably single is the biggest one can deny that the few minutes supposed to uplift your mood and working woman who has received an we spend in the shower serve as that make you look at the brighter side of earful from her boss. challenge for shower much-needed oasis in the midst of life. So, it makes me wonder why has Sameer Satpathy, chief executive, gels today.” life’s woes. During those moments that not been addressed by extending it personal care products business, we feel good about ourselves, and we outside the bathroom?” Gosain adds. ITC, says, “Shower gel is an SAMEER SATPATHY believe that everything’s going to be Anisha Motwani, founder and evolving category and it is early to fine after all. It’s also when we’re at managing partner, Storm The Norm comment on usage. Shower gel Fiama woman cherishes her me-time, our uninhibited best, doing and saying Ventures, an innovation consulting category penetration is still limited.... especially during a bath. The campaign things that we’d never do in public. firm, says, “The TVCs do convey the the primary objective is to grow presents a blend of Fiama’s functional The new campaign couples this message that a great bath does more the category, build awareness, and and emotional promise.” feeling of optimism and upliftment than just cleansing; it lifts your mood enhance trials for Fiama Shower Gel. The whole bath-as-escape-from- that is integral to bath-time with the and makes you look at the brighter side So, category awareness is the biggest reality idea is not a new one; after all, sensorial joy of showering with Fiama of things. This is clear in the ad films. challenge for shower gels today. that’s the very premise Liril’s famous - the fragrance and the lather.” In the first ad, the mother says, “Mera Our efforts will be towards building waterfall fantasy (which first hit TV beta banega ek din hero”, while in awareness and educating consumers screens in the late 1970s) is based on. INDUSTRY SPEAK the other, the visibly annoyed woman about the usage and experience. We notice that the scenarios shown Pooja Gosain, creative director who, after a shower with the shower When asked about the TG, he says, in the ads are ‘end-of-day showers’, - design, DigitasLBi, India, a digital gel, says, “Kal ko mujhko star kahega”. “Urban development and technology as opposed to ‘morning showers’. agency from the house of Publicis. Here, we can take the analogy of Tata are blurring the lines between Perhaps, the insight at play here is - Sapient, feels the insight is good, but Tea, whose tagline ‘Jaago Re’ meant consumers in Tier I and Tier II cities.” soap is the preferred option in the to restrict the product for end-of-day getting refreshed. But, the brand Talking about the ads, Satpathy morning when women are in a rush showers where there is more time for amplified it to ‘Corruption Ke Khilaf says, “The ‘Fiama woman’ to leave home for the day, whereas indulgence alone is a strong space. “It Jago’. However, the execution seems to effortlessly multi-tasks. Amidst all the the ‘shower gel-cum-loofah’ routine should ideally appeal to women who be a bit stretched. The communication responsibilities that she shoulders and is an indulgence reserved for the are professionals, as well as housewives. would have been complete even the everyday rush of activities that evening, when there’s time on hand. There are numerous other scenarios without introducing that thought.” n need her attention, this young urban Pallavi Chakravarti, executive that can be explored here to appeal to [email protected]

20 afaqs! Reporter, October 16-31, 2016 marketing INTERBRAND Honouring the Top Brands Apple, Google and Coca-Cola bag the top three spots in Interbrand’s Best Global Brands 2016 report. By News Bureau

he global brand consultancy personal; they look inward and firm Interbrand has released outward, expand into new markets, its Best Global Brands 2016 and create better experiences to grow T th report. Now in its 17 year, the their brands and businesses.” report titled ‘Anatomy of Growth’ The third position has been bagged reveals and features an insider’s by Coca-Cola while Microsoft, view of how great brands grow great Toyota, IBM, Samsung, Amazon, businesses. The report lists out the Mercedes-Benz, and General Electric following as growth hallmarks of the (GE) have been placed between the Best Global Brands — a clear strategy fourth and tenth position, respectively. for growth, the blurring of traditional The ranking is based on the three sectors, continue to borrow from the key components that contribute to “There is an “The best global best, and cohesiveness for customer a brand’s cumulative value — the increasing shift brands understand centricity. financial performance of the branded The report also identifies the 100 products and services, the role the from businesses that their ‘Anatomy most valuable global brands. Apple brand plays in influencing customer leading brands to of Growth’ is and Google have been named the choice, and the strength the brand No.1 and No.2 brands in the world, has to command a premium price or brands leading complex, unique, respectively, for the fourth time in secure earnings for the company. businesses.” and personal.” a row. While Apple’s brand value Ashish Mishra, MD, Interbrand ASHISH MISHRA JEZ FRAMPTON grew by 5 per cent to $178 billion, India, says, “There is an increasing Google’s brand value rose 11 per cent shift from businesses leading brands to $133.3 billion. to brands leading businesses. This technology brands dominate the (25 per cent), Nissan (22 per cent), Commenting on the report, Jez opens clear avenues of growth. Brands ranking in this year’s report. The and Adobe (21 per cent). According to Frampton, Interbrand’s global chief grow businesses by building a strong automotive brand Tesla has made it the report, retail is the Top Growing executive officer, says, “It’s clear culture, optimising structures and to the Top 100 list of the Best Global Sector, having witnessed an increase of the best global brands are not just governance inside the organisations, Brands as has the luxury brand Dior. 19 per cent, followed by the sporting weathering change, but driving it. while anchoring differentiated The world’s five Top Growing and luxury sectors, each of which They understand that their ‘Anatomy experiences on the outside.” Brands include Facebook (48 per experienced a 10 per cent increase. n of Growth’ is complex, unique, and Interestingly, automotive and cent), Amazon (33 per cent), LEGO [email protected]

in place for over 80 years in the DENTSU AEGIS NETWORK market.” Gordon Bowen, mcgarrybowen, founder and global chairman, says, New Partnership “India is an important creative market that boasts world-class Dentsu Aegis Network to acquire Happy Creative talent and an enviable group of Services soon. By News Bureau multi-national clients, both of Iyer, Bhasin and Das: teaming up which represent untapped potential entsu Aegis Network Das; both will report to Ashish for mcgarrybowen. We knew that (DAN) has signed a Bhasin, chairman and CEO of prominent and well-respected successfully expanding in this Ddefinitive agreement to Dentsu Aegis Network South Asia. figures in the industry, and this very competitive market required acquire Happy Creative Services. ‘The deal is expected to close acquisition will add creative bench finding great partners that share Happy will join the global in the next few weeks’ says a press strength to the wider team. This will our passions and values. With a mcgarrybowen network of agencies release sent by DAN. enable us to launch mcgarrybowen respected reputation and well and will be rebranded as Happy Bhasin says in a press note, in India and we will be another step awarded creative offering, Happy mcgarrybowen. The move will help is just that kind of partner and I am mcgarrybowen, a Dentsu agency, proud to welcome them into the enter the India market. In the Asia The move will help mcgarrybowen, a mcgarrybowen family.” market, mcgarrybowen already has Dentsu agency, enter the India market. Happy was established in 2007. offices in Singapore, Hong Kong Presently, the agency employs and China. “Happy has carved out a very strong closer to our mission of being the around 100 people across three Joining the Dentsu Aegis digital and creative reputation in the second largest agency group by the disciplines — Brand Design, leadership team in India is Happy’s Indian market. Founders Kartik Iyer end of 2017 in India, overturning, Integrated Brand Communication co-founder and CEO Kartik Iyer, and Praveen Das, who are among for the first time, the existing and Digital. n and co-founder and MD Praveen Fortune India’s 40 Under 40, are ranking which has historically been  [email protected]

afaqs! Reporter, October 16-31, 2 0 1 6 21 advertising RAYMOND White Obsession We spoke to Madhu S Dutta, head-marketing, lifestyle business, Raymond, about the new brand campaign that promotes its latest range ‘Raymond Whites’... By Suraj Ramnath

What is white? A colour, of course. the changing mindsets of customers Or is it even a colour, might ask the that we have picked up.” naysayers. We asked our experts about the Well……it’s a lot more. execution of the ad and if it is a great White is the colour of hope. The colour of idea. This is what they had to say. the end of the tunnel. Saji Abraham, executive director, White reflects light. Sometimes, the light Lowe Lintas, says, “It’s an interesting that comes from within. ad and quite well done. An unusual Does the soul have a colour? It’s topic to be taken on, especially in probably…..white. India, where we haven’t paid too So why do men wear white shirts to an much attention to the white shirt. important meeting? Raymond’s focus on it will give To the start of something big and new. it expertise credentials especially Because it is actually the same thing as a blank page. And we all know how powerful a blank page can be and all that it can start off. By the way, white doesn’t always mean peace. Sometimes, white means conquering the boardroom. And looking serene while you’re at it. The world sees it as a symbol of purity. Only a few know it to be a symbol of pure….power. There are many things therefore, that go in to perfecting a white shirt. But one thing’s for sure. It is not cut out of white flags. Presenting Raymond Whites. 100 styles one colour. “White can be for The target audience for the product is everything, be it aymond, the Indian branded male, 25 years and above, SEC A and A+. fabric and fashion retailer, formal wear, casuals, Rrecently launched a campaign semi-casuals, and at is a special love for white. You take because of the 100-styles claim. It’s to promote its new range Raymond Raymond, we offer more care of white and are conscious a simple thing, the white shirt and Whites. Raymond Whites offers 100 about wearing it. We have multiple Raymond have elevated it well.” different styles of shirts to consumers entire boardroom designs and that’s the offering from He adds, “However, there seem in one colour — white. solutions for customers.” our merchandising point of view. If a to be multiple messages in it. The The campaign has been customer walks in, it is not white for first part talks about the various conceptualised in-house by MADHU S DUTTA the heck of being white.” dimensions of white, followed by an Raymond. A 30-second TVC is on There is no predictable kind of abrupt descent into boardrooms. It’s air as is the 1.34 minute digital film has a lot of lifestyle conversations,” a formal outfit that men wear in as though the brand wants to prove on YouTube. The target audience says Dutta. an office, feels Dutta. “A white can that white means power. That part for the product is male, 25 years and Dutta feels that today, wearing be worn even with denims. Today, seems to be a different film altogether. above, SEC A and A+. white is not restricted to just formals. people experiment with different Then the ad closes with 100 styles.” There was a time in the ‘90s “White can be for everything, be it wardrobes. Even if you walk into a Mark McDonald, head of when men wore white shirts either formal wear, casuals, semi-casuals, corporate setup, it’s kind of semi- creative, DigitasLBi, a digital agency for a job interview or for board and at Raymond, we offer entire formal, so now you don’t see people from the house of Publicis.Sapient, meetings. We asked Madhu S Dutta, boardroom solutions for customers wearing formal in office,” adds Dutta. says, “Clearly, the classic blue jeans head-marketing, lifestyle business, and that’s what we wanted to bring Elaborating further on how and white shirt combo isn’t what Raymond, if the brand’s trying to in. We wanted to bring in the feel that sartorial preferences have changed Raymond is targetting here. This is all change that perception and convey white can be worn on all occasions so over the years, Dutta says, “Five about boardroom battles and power that white shirts are for all occasions. it is a statement of lifestyle. We didn’t years ago, it was different. When plays, and therefore, all about its “It is correct that white shirts want to convey a corporate kind of you walked into an advertising formal/business white shirts. Which is were used when a person went for feel,” she says. agency, a media house, or a television fine, except that the voice over,which an interview as it had a formal kind According to Dutta, people have company for instance, people would is a tad too long and convoluted, of feel, but today, the proposition for a special love towards the colour be wearing a stiff-collared shirt. But, spends quite some time to let us know this entire campaign is that white is white. She says, “White caters to that has changed. Today, people are that white is also about purity, hope, for all occasions. The offering of the every person’s wardrobe. There is playing with more colours, styles, and peace, and everything in between.” n campaign is like that. White colour an emotional attribute to it. There accessorisation. It is these insights into [email protected]

22 afaqs! Reporter, October 16-31, 2 0 1 6 marketing VISTARA More Frills Sanjiv Kapoor, chief strategy and commercial officer, Vistara, spoke to afaqs! Reporter about the ‘premium economy’ positioning. By Ashee Sharma

ifficult though it may be to operate in the competitive Daviation business in India today, Vistara, the full-service airline, seems to have carved out a niche for itself in a short span of 20 months. Known for its premium pricing and also as the first full-service carrier to introduce the ‘premium economy’ class of travel, the brand was recently in the news for its first television commercial featuring its newly appointed brand ambassador Deepika Padukone. In September end, Vistara launched the all-new Club Vistara (CV) frequent flyer programme, claimed to be the fastest rewarding frequent flyer programme in the Indian aviation industry, and also the “most generous and least restrictive of all”. Later, it It is pertinent here to note that also inaugurated daily service to Port prior to Mullen Lintas, Vistara has Blair from Delhi and Kolkata. also worked with Ogilvy & Mather. We caught up with Sanjiv Kapoor, Last Diwali, it rolled out a digital chief strategy and commercial officer, campaign #HamariPehliDiwali Vistara, at the Club Vistara launch which was created by a Gurgaon- party to know more about the brand, based ad agency called The Mob. its core audience, communication, The brand’s digital mandate is with and about how it plans to own the Performix.Resultrix. ‘premium economy’ segment. Brand Vistara also makes it a point Kapoor, who has 19 years of to differentiate its communication experience in the airline industry, A new Platinum level with exclusive be about people. Use our crew, or based on the medium deployed. joined team Vistara in March, this benefits was also introduced. customers, or our brand ambassador, “The digital demographic is quite year. He strongly believes that the But, who’s this Vistara Elite? but not a picture of the airline, unless different from the traditional. So, airline business is a service business. According to the brand, it’s the super of course, it’s something special such although our digital campaigns are “Ritz-Carlton (a leading brand in achievers, the jet-setters and the as a special livery or a different colour more edgy and fun, we’re refined and luxury lodging) has a motto ‘We are boardroom high fliers. “A full-service scheme,” shares Kapoor. restrained on mainstream media,” Ladies and Gentlemen serving Ladies airline needs to have a proportionate Vistara’s strategy is to engage its TG notes Kapoor. and Gentlemen’. And so are we; amount of high-yield customers for with three types of ads. For the brand people serving people,” he says. the model to work,” asserts Kapoor. ads or television commercials it makes OWNING THE ‘PREMIUM use of brand ambassador Padukone. ECONOMY’ SEGMENT CLUB VISTARA RE-LAUNCH STRIKING A CHORD: Network and pricing updates and While discounting and price wars AND THE MAKING OF THE ADVERTISING & BRANDING offers are promoted by the cabin have led to the commoditisation of VISTARA ELITE Vistara commenced commercial crew, and for programmes such as the economy class, Vistara believes Brand Vistara’s core audience operations in January 2015. Around Club Vistara and other initiatives the that it has also created a new include corporate and frequent flyers the same time, it released its first brand is using non-celeb models. opportunity in terms of business who value the service experience print ad which read, “From today, “We brought on board (Deepika) and brand positioning, and it calls and are willing to pay a reasonable there will be a new feeling in the Padukone because she is classy that opportunity the ‘premium premium for it. To redesign Club economy segment’. “Today, people Vistara, a study was conducted on a In September end, Vistara launched the view economy class as a no frills, focus group comprising 70 per cent no differentiation offering. It is senior management professionals Club Vistara frequent flyer programme. just about picking up the cheapest and 30 per cent from the middle air”. The brief to Mullen Lintas, and sophisticated, yet warm and fare. It’s so commoditised that it management. The aim was to know the brand’s current creative partner approachable; someone with an has become a chore, an annoyance. their pain points and what they which worked on its first television impeccable reputation. We do not But, we want to change that by valued most. commercial with Padukone, was to wish to commoditise her by using saying that there is a difference in the Based on the findings, the convey what this new feeling is. her for every campaign or product. economy class between a full-service loyalty programme was re-jigged “One of the briefs that I gave when She represents the brand and the carrier such as ours and the low-fare to offer ‘fastest’ points earns, award I joined Vistara was that I don’t want new feeling of flying it stands for,” airlines,” states Kapoor. n redemption, and elite tier qualification. to see airplanes in the ads. It should insists Kapoor. [email protected]

afaqs! Reporter, October 16-31, 2 0 1 6 23 presents campaigntrail New campaigns across television, print, out-of-home and digital media. VIDEOS

INDIAN AIR FORCE PEPPERFRY TANISHQ As part of its 84th anniversary, the Indian Air Force The online furniture store, through its ‘Iss Diwali Kuch The jewellery brand, from the house of Tata, in its latest has launched a campaign, ‘A Cut Above’ which intends Badal Ke Dekhiye’ campaign, aims to be an agent of ad film, ‘Aao manaaye #TanishqWaliDiwali’ brings forth to motivate the youth to join the Indian Air Force family change and highlight the fact that furniture plays the the joy of celebrating the festival of lights as people go all and be a cut above from those who are employed in a role of a catalyst in bridging the social divide between out to express their love for family and friends. The ad film regular job that begins at 9 am and ends at 5 pm for a senior and a junior in the army, and between a young revolves around different moments of Diwali celebrations most of the people. The film tries to bring forth the female lawyer and an older male lawyer respectively. The across India, and shows various instances of how a single glory and bravado associated in the life of the Indian film urges viewers to overcome stereotypes and establish piece of jewellery can light up a loved one’s face which is Air Force. new interpersonal relationships during this Diwali. where Tanishq comes into the picture. Creative Agency: GREY group India Creative Agency: Law & Kenneth Saatchi & Saatchi Creative Agency: Lowe Lintas

JABONG MAKEMYTRIP MAGICBUS The online fashion retailer has rolled out its campaign, MakeMyTrip recently launched a 360-degree ad Magic Bus, a non-governmental organisation, has launched ‘#YouAreTheFestival’ which combines the themes of campaign to promote Pay at Check-Out (PAC), its its first-ever public appeal TVC — ‘You can save her’. festivity, colour, togetherness and homecoming with new feature, starring Bollywood actors and its brand The video features Bollywood actor Abhishek Bachchan’s Jabong’s wide range of fusion wear in a colourful and ambassadors — Ranveer Singh and Alia Bhatt — in voiceover, and showcases the story of a well-to-do family’s stylish avatar. The campaign which is a part of the quirky avatars. The new feature allows consumers to encounter with a girl, who is a child labour. The ad film brand’s ‘Be You’ philosophy celebrates the individual for make 100 per cent confirmed hotel bookings online highlights how supporting a child through the Magic Bus who they are even as they choose Jabong as their go-to with zero advance payment and pay for their stay when programme can ensure that s/he goes to school, escapes fashion destination. checking out of the hotel. child labour and has a salaried job after becoming an adult. Creative Agency: Happy mcgarrybowen Creative Agency: Publicis Capital Creative Agency: Paperboat Design Studios

PRINT

AMUL As part of its Amul topical ad series, the butter marketer recently rolled out a Durga Puja special print ad whose copy read — ‘Durgotserve! Amul Sher It With All!’. UBER In the image, one can see the idol of Goddess Durga As part of its ‘Move Forward’ campaign, online taxi-hailing DEL MONTE MAYO placed on a stage where she is seen slaying Mahishasur application, Uber has rolled out a series of tactical print The campaign highlights everyday unexpected food- — the demon — while the Amul girl bows down before ads. Among them, one of the print creatives talks about related situations simplified by Del Monte Mayo, such the Goddess. the affordability of booking a ride through the Uber app. as school tiffin tantrums and birthday parties, where Creative Agency: daCunha Communications The copy reads, ‘Down to your last 100? Affordable rides the product comes to the people’s rescue. The products for all. First ride worth `100 free, use code UBERFORLESS’ being advertised are Veggie Wrap, Aloo Tikki Burger, and where the offer is valid through October 31, 2016. Bread Pizza on which Del Monte Mayo can be applied for Creative Agency: BBH India enhancing the taste of the respective eatables.

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24 afaqs! Reporter, October 16-31, 2 0 1 6 jobswitch

Post: Art Director Exp: 0 to 3 years capable of indpendently handling Post: Executive: Client Servicing Company: Collateral - The Location: Chennai FMCG and lifestyle brands across Company: 3Dots Design (Pune) Storytellers Email: [email protected] media platforms. Essentially as a Profile: A dynamic go-getter Profile: Creating concepts ...... team player, s/he should be adept individual who sincerely and strategies as per the brief at developing marketing and understands ‘service’ in advertising understanding; ensuring that Post: Social Media Account communication strategies and context and the immense desired client timelines are being Manager should be familiar with the latest significance of the role s/he met. The candidate must have Company: Adworth Media Pvt Ltd media requirements both in digital plays. Good communication & knowledge of print and designing Profile: Develop relevant content and traditional media. presentation skills, fair knowledge softwares and s/he should be able topics to reach the company’s target Exp: 3 to 4 years of Pune market and the ability to to work / think independently, and customers. Monitor, listen and Location: Mumbai retain accounts by consistently lead a team. respond to users in a ‘social’ way Email: [email protected] generating new business, are other Exp: 5 to 7 years while cultivating leads and sales; ...... pre-requisites. Location: Mumbai conduct online advocacy and open Exp: 3 to 4 years Email: [email protected], a stream for cross-promotions; Post: Assistant Manager Client Location: Pune [email protected] develop and expand community Servicing & Business Development Email: [email protected] ...... and/or influencer outreach efforts. Company: Axiom Visual ...... Exp: 2 to 5 years Communications Pvt Ltd Post: Branch Head / Head Business Location: New Delhi Profile: One should have at least 2-5 Post: Business Development Development Email: [email protected] years of experience in a mid-sized Executive Company: Adgear Media Pvt Ltd ...... agency. S/he should be capable of Company: Classic Advertising Profile: The candidate will be handling various clients’ operational Group responsible for profitability and Post: PR Manager needs comprehensively, and also Profile: An ambitious individual, overall operation of the northern Company: Vipra Dialogues help the agency in acquiring new who is willing to pitch/drive new region. S/he should be a team player Profile: Recruit, hire, train, and business. business for the agency. S/he should with excellent communication manage PR specialists; evaluate Exp: 3 to 4 years have good communication skills, skills, and a team player; be a strong and implement sales promotion Location: New Delhi and must be fluent in English. link between the clients and creative programmes; develop PR strategies, Email: [email protected] Exp: 0 to 3 years / media department. Preference campaigns, and initiatives to ...... Location: New Delhi would be given to candidates from improve pubic perception of Email: [email protected],ceo@ advertising /media industry. company; and develop a marketing Post: Administrative Assistant / advertisingindia.net Exp: 5 to 10 years communications plan including Computer Operator Location: Bangalore strategy, goals, budget and tactics. Company: Centum Advertising & Email: [email protected] Exp: 3 to 4 years Marketing Pvt Ltd ...... Location: New Delhi Profile: The candidate will have Email: [email protected] to handle administrative work Post: National Head - Sales & ...... for government clients like filling Marketing e-tenders, tender documentation EVEN GOOD CAN! Company: Wall Street Marcom Post: Senior Art Director preparation, bills, emails, etc. Good GET BETTER Profile: The candidate is expected to Company: Quotient knowledge of computer hardware develop business for the company Communications Pvt Ltd & software is required and English / by generating leads and tracking Profile: The candidate will be Hindi typing is a must. prospective clients. S/he should responsible for running an art Exp: 3 to 4 years believe in 24x7 work culture and team of around 4-5 people and Location: New Delhi TO ADVERTISE, CONTACT: have dedication towards honouring supervising all creative output Email: [email protected] Abhilash Singh commitments. of the team. S/he will need to ...... Ph: 09999989454 Exp: 7 to 8 years independently handle large projects Email: [email protected] Location: Mumbai, New Delhi, and work with the team to come up Post: Visualisers / Graphic Designer Aakash Bhatia Hyderabad, Chennai with great ideas for various briefs. Company: Blue Berry Ph: 09650544122 Email: hr.wallstreetoutdoor@gmail. The candidate will also need to Communications Pvt Ltd Email: [email protected] com handle photo shoots. Profile: The candidate must be well Sumeet Chandiramani ...... Exp: 5 to 8 years versed with graphic designing and (Mumbai) Ph: 09820590172 Location: Mumbai web designing softwares, and must Email: [email protected] Post: Creative Visualiser Email: [email protected] have the ability to transform a direct [email protected] Company: Maitri Advertising Works ...... mailer into an emailer. Knowledge Pvt Ltd of FTP is must To view other jobs in Marketing, Profile: A young artist who is Post: Account Manager Exp: 2 to 6 years Media and Advertising, log on to: www.jobswitch.in bursting with contemporary Company: MX Advertising Pvt Ltd Location: Mumbai thoughts and ideas in design, layout Profile: The candidate should Email: [email protected] Join us on : facebook.com/jobswitch and fonts usage. be a self-motivated individual ......

afaqs! Reporter, October 16-31, 2 0 1 6 25 people

A round up of some major people >> MOVEMENTS/APPOINTMENTS<< movements in the last fortnight ADVERTISING MEDIA Famous Innovations EFFIES 2016 The Sunday Guardian Famous Innovations, The Advertising Club The Sunday Guardian has appointed Sanjay an advertising agency, has announced the Sharma as chief operating officer (COO). recently announced appointment of Vikram In his new role, Sharma will spearhead sales the appointment of Sakhuja, Group chief and marketing, along with The Sunday G V Krishnan as chief executive officer, Guardian’s foray in other markets. Sharma, executive officer for Madison World, an alumnus of the Indian Institute of Mass South region. He as president of the Communications (IIMC), has a rich experience will operate from the EFFIES 2016. It has of over three decades in sales and marketing, agency’s Bengaluru also nominated Mitrajit advertising, branding, marcom, and corporate office, heading Bhattacharya, president communications. operations in the and publisher, South, while planning G V KRISHNAN Chitralekha Group, VIKRAM SAKHUJA Sakal Media Group the growth strategy for as co-chair of EFFIES Pradeep Dwivedi other markets in India and overseas. Krishnan, 2016. The EFFIES Awards recognise excellence has recently joined who spent eight years at Lowe Lintas heading the in marketing communications and encourage Sakal Media Group operations in the South, was earlier on the client’s thoughtful dialogue about the drivers of marketing as chief executive side managing brand and business mandates effectiveness. officer and will be for brands such as Airtel, FoodWorld, and BPL handling group’s Mobile. 20watts media business. He 20watts, a communications agency launched last recently quit Dainik McCann year, has roped in advertising veteran Madan Bhaskar Group as Puneet Kapoor, Mohan as a consultant, who will offer strategic and chief corporate sales McCann’s executive business inputs for the agency’s existing and new and marketing officer. creative director in clients. He has worked in the past with agencies Dwivedi would be PRADEEP DWIVEDI Mumbai, will now such as Lintas, Publicis, McCann Erickson, and based in Mumbai and move to McCann Rediffusion-Y&R. Madan has, during his career, Pune in his new role. He has an experience of Bangalore, in the same partnered with a diverse set of clientele such as over 23 years of B2B as well as B2C management, capacity. In his new role, HUL, L’Oréal India, P&G, Tata Motors, RIL, cutting across functions and industries. he will be responsible Raymond, BPL Mobile, AT&T, Airtel, Coca-Cola, for the agency’s creative SET Max, Standard Chartered Bank, Fidelity, output. Kapoor, who Hutchison Telecom, Sanofi, Nivea, Gitanjali, DIGITAL started his career with Future Group, Apple, and Colgate-Palmolive. Saatchi & Saatchi Delhi PUNEET KAPOOR Langoor in 1997 has, over 19 Dentsu Impact Langoor, a digital agency, has appointed years, worked with agencies like Leo Burnett, Dentsu Impact, the full- Saurabh Das as senior vice-president (SVP) and Enterprise Nexus, Ogilvy, McCann, Eleven service creative agency Annkur Pandey as vice-president (VP), digital Brandworks, and BBH before joining McCann. from Dentsu Aegis marketing. Das comes with an experience of 18 During his tenure at McCann, he has handled Network, is expanding years in the field of marketing communications accounts such as Marico, Skoda Motors, Vaseline, its investment and and business operations. Movies Now, Johnnie Walker, VAT 69, RedBull, expertise in digital and Pandey comes with an experience of over Acer, TVS, Google India, Western Union, NDTV customer relationship 14 years and has been mostly associated with Good Times, Perfetti Van Melle, General Motors, management (CRM) the digital dimensions of marketing. His and Coca-Cola. with an eye on the industry experience spans across verticals such future landscape. The as financial services, real-estate, technology, KnightsAD agency has launched media and entertainment, and NGO. KnightsAD, a the two new divisions KARTIKEYA SRIVASTAVA performance-based of digital and CRM advertising network which will be strategically driven by Kartikeya MARKETING and global affiliate Srivastava, head - planning, Dentsu Impact. The partners, has roped agency has also roped in Sanjay Pokhriyal as vice- L’Oreal India in Ajit Sawant as president, CRM. He will report to Srivastava, and L’Oréal India co-founder and will help build the CRM division. announced the managing director. appointment of Sawant will be based FCB Cogito Shalini Raghavan as in Mumbai and he Rohit Ohri, chairman and chief executive officer, the chief marketing will ensure delivery of FCB India, has announced the appointment of officer (CMO) for its business prospects and AJIT SAWANT Vidyadhar Wabgaonkar (fondly known as Wabs) consumer products meeting advertisers’ as president, FCB Cogito, the brand consulting division (CPD). targets. In addition to this, he will look after the division of FCB India. Wabs, in the past, headed With over 15 years company’s financial aspects and management of strategic planning at FCB Ulka (Mumbai and of experience in the publishers. With nearly a decade’s experience South) and is currently leading the strategic beauty industry, G V KRISHNAN in the value-added services (VAS) industry, planning effort at FCB Interface, which he will Raghavan joins Sawant joins KnightsAD from Techzone, an continue to do along with his new responsibility L’Oréal from Hindustan Unilever Limited. Eros International company, where he handled at FCB Cogito. In a career spanning two decades, She will drive overall marketing capability and business development, as well as employee and he has handled assignments in marketing, sales, strengthen digital initiatives to build a strong client relation management. advertising, and consulting. strategy for L’Oréal’s CPD brands.

26 afaqs! Reporter, October 16-31, 2 0 1 6

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