September 16-30, 2015 Volume 4, Issue 8 `100 8 An interview with media veteran and GroupM’s former global strategic development officer, who is slated to join Madison Media Group HDFC ERGO GENERAL INSURANCE as equity partner and Staying Safe group CEO. How useful is a motor insurance shield? 30 VIKRAM SAKHUJA

“Madison is an INTERVIEW

incredibly Manish Kalra Amazon India’s integrated marketing director speaks. exciting“ and 10 valuable asset.

VISTAPRINT INDIA Capturing Mindspace Promoting the organised printing sector.

THE HINDU Heading Westward 8 ASIAN PAINTS Etched in Wood 16 ZOMATO/PAYTM Cashless Wallets 24 22 92.7FM A New Identity 29

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This fortnight... Volume 4, Issue 8 EDITOR arlier this year, Sam Balsara, chairman and MD of Madison World, took the Sreekant Khandekar Emedia industry by surprise when he announced his decision to give a stake to PUBLISHER September 16-30, 2015 Volume 4, Issue 8 100 Prasanna Singh ` GroupM’s Vikram Sakhuja and make him CEO of the agency. The news came 8 VIKRAM SAKHUJA at a time when the industry was rife with talk of GroupM buying out Madison. DEPUTY EDITOR An interview Ashwini Gangal with media veteran and former GroupM hand who is slated to join Madison as HDFC ERGO GENERAL INSURANCE SENIOR LAYOUT ARTIST Staying Safe Now, it’s only a matter of weeks before the two media supremos, with famously equity partner and How useful is a motor Group CEO. insurance shield? Vinay Dominic 30 different ideologies, put their minds together and work on growing brand Madison. PRODUCTION EXECUTIVE Vikram has worked with Sam for around a decade during the formative years of Andrias Kisku

Madison is an “ INTERVIEW his career – when he was media manager at P&G during the late 1980s to the

Manish Kalra ADVERTISING ENQUIRIES incredibly Amazon India’s integrated marketing director speaks. exciting“ and 10 mid-1990s, and later during his days as marketing manager at Coca-Cola. Aditi Nagpal valuable asset. 99995 03560 (M); 0120-4077803 (O) P&G, back then, had selected Madison as its first media buying AoR in Shubham Garg

VISTAPRINT INDIA Capturing Mindspace 81301 66777 (M); 0120-4077819 (O) Promoting the organised India. At the time, Doordarshan was the biggest daddy in the media space. printing sector. Noida THE HINDU Heading Westward 8 Vikram remembers visiting the DD team with Sam. Reminiscing with us over an ASIAN PAINTS Etched in Wood 16 Pradeep Hegde ZOMATO/PAYTM Cashless Wallets 24 Americano at a Starbucks near his Juhu home, he marvels at Sam’s ability to “go (022) 40429702-5 22 92.7FM A New Identity 29 Mumbai right down to the commercial department and talk to the guy who passes the bills, and then to go right up and talk to the people sitting at the top.” Today, after all [email protected] MARKETING OFFICE these years, “that,” Vikram tells us, “has not changed.” B-3, First Floor, Sector-4, Noida-201301. While he calls Sam “indefatigable,” Vikram describes himself as a goal-oriented person who always Tel: (0120) 4077800. needs very clear directions. To him, the most important thing at any given point in time is to be clear about MUMBAI 501-502, Makani Center, 5th Floor, the top three goals on the agenda. Once he knows what those are, “come what may, I will do it.” Off Linking Road, Bandra (W), Mumbai - 400050 At Madison, from the team he is set to “inherit”, he expects something very simple: They must be able Tel: +91-22-40429 709 - 712 to articulate, very clearly, what it is that they are chasing and what difference they want to make through SUBSCRIPTION ENQUIRIES Akhilesh Singh their jobs. Then, he will try and see what he can do to support them. (0120) 4077837 [email protected] Sounds like a plan. Owned by Banyan Netfaqs Pvt Ltd and Printed and published by Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063.

Printed at Cirrus Graphics Private Limited B-61, Sector 67, Noida (U.P.), 201301 Ashwini Gangal Cover Photograph [email protected] Fotocorp CONTENTS 24 6

KURKURE Playfully Festive The campaign urges people to ditch the usual overdose of sweetness this festive season.

AMUL 14 10 29 The Uber Lift The chronicler of modern India with a new message.

POINTS OF VIEW 28 Logo Design Brief BHARAT MATRIMONY STAR INDIA LIVING FOODZ What is the extent to which a Control Freaks Male Woes Serving Entertainment logo design is influenced by Choose your partner ‘Everybody loves Raymond’ Different perspectives to the variety of screens? yourself, says this app. gets an Indian look and feel. food, lifestyle and reality.

afaqs! Reporter, September 16-30, 2015 5 $'9(57,6,1* KURKURE Playfully Festive The campaign encourages people to ditch the usual overdose of pretentious sweetness and obligations this festive season, and embrace their quirky nature with brand Kurkure. By Ashee Sharma

shape thinking; it brings an alternative point of view to Indian families who are, by nature, very polite, sometimes excessively. Kurkure allows people to poke fun at such attributes, without being serious.” The campaign was rolled out on September 1 and will run through the festive season including Ganesh Chaturthi, Durga Puja and Diwali. It is being supported by outdoor and print media. In a first, this time the ads have also been shot in regional languages like Bangla and Tamil. Chakrabarti informs that these are not dubbed versions of the Hindi TVC, but created specifically for different regions and festivals specific to them, for he Great Indian Kurkure family of everyday lives. The latest TVC instance, Durga Puja ad for East Bollywood celebrities Parineeti Chopra, captures the essence of Indian India. “Kurkure is not just a North TBoman Irani, Ramya, Farida Jalal and Kunal festivities and the moments brand; our TG is all Indian families. Kapoor is back to spread laughter and mischief in shared together with families We are spending equally on national the latest ‘Why so sweet? Be Chatpata!’ campaign in a fun way.” and regional media, and are more launched ahead of the festive season. Executed by Partho Chakrabarti, vice than doubling our digital spends for JWT India, the campaign encourages people to president - snacks category, this campaign to reach out to over 20 do away with the usual overdose of pretentious PepsiCo India, says, million consumers,” he states. The sweetness and obligations, and embrace their “Kurkure is a brand that can brand’s digital plan includes exclusive ‘chatpata’/quirky nature. content for the medium which will be The ads, directed by Dibakar Banerjee, show co-created by consumers. the Kurkure family encouraging their guests in Kurkure will be launching special gift packs wacky ways to shed during Diwali. The limited edition packs, priced all inhibitions and be at `60, `90 and `120, will be available across retail real. On the concept, outlets and on Amazon.in. Babita Baruah, SVP PepsiCo entered India in 1989 and has grown to and business head, become one of the largest MNC food and beverage JWT India, says, businesses in India. The company’s business in “Kurkure has always the country is supported by 37 beverage bottling been at the forefront plants and three food plants. Its portfolio includes of coming up brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, with quirky ideas Gatorade and Quaker. „ that relate to our Chakrabarti and Baruah: Spiced up [email protected]

TATA SKY The teasers revolve around the Transferkar family which is addicted to various genres of content.The On the Go only problem in the house is the single Tata Sky remote over which The DTH company has launched a set top box fights ensue every day. The teasers which will allow users to record content and travel end with the hope that Tata Sky is finally bringing something that will with it in multiple hand-held devices. By Sohini Sen let them sit in peace and watch their own shows. ata Sky’s newest launch - mobile internet to work. The campaign consists of seven brand plans to roll out the main film the Transfer Box - allows The new set top box (STB) will films - three teaser films, followed and the demo for over three months. Tusers to transfer content onto cost `9,300 for new users, while by one main film and then three Tata Sky hopes to achieve around smart devices (iOS and Android an existing user can upgrade to the demo films showing how the new 400 million impressions during this enabled) using the Tata Sky app. Transfer STB for `7,200. technology can be used. The teaser phase. While for the initial period a common The brand has launched a quirky films have been released in the first George Kovoor, senior creative WiFi signal is used, the content once campaign to spread the word about week of Spetember, along with the downloaded does not require any its new set top box. product. After the first week, the FRQWLQXHGRQSDJH>>

6 afaqs! Reporter, September 16-30, 2015

',*,7$/ HDFC ERGO GENERAL INSURANCE THE HINDU Staying Safe Heading The company’s digital campaign spreads the message of motor Westward insurance as an ideal shield of protection against the potential liabilities arising out of any mishap while driving. By Aditi Srivastava Mid-Day’s Sachin Kalbag to be resident editor of the new oad accidents are a major cause base on social media to share and spread of concern leading to deaths the word, giving our campaign extra edition. By News Bureau Racross the world, more so in wings.” India. It is shocking that more than 10 Kumar further adds, ‘’Some drivers lakh people have lost their lives to road consider their good driving skills as accidents in the last 10 years in India. an excuse for not bothering about While India only has about one per cent motor insurance; but the nature of of the world’s automobiles, the country has the dubious distinction of leading the world in road crash fatalities, contributing 10 per cent of total global road deaths, according to statistics compiled by SaveLIFE Foundation, a non-governmental organisation. Road accidents have serious financial hennai-based English daily, implications too. For individuals, the cost of road The Hindu, is set to launch its accidents involves injuries and damages to the C Mumbai edition by the end of driver and third parties (individuals as well as November. The daily has hired Sachin property). Liabilities arising out of accidental deaths Kalbag, currently editor of Mumbai- caused by one’s vehicle can be unlimited. What can based tabloid Mid-Day, as the resident help in such situation is a motor insurance. It is editor. mandatory to have third-party liability insurance The Hindu’s editor, Malini Parthasarathy, for the vehicle of any type - a car, two-wheeler or told The Huffington Post India that any commercial vehicle, under the Motor Vehicles the edition will have more lifestyle and Act, 1988. To create awareness about road safety, entertainment content, and the decision of HDFC ERGO General Insurance Company has launching the new edition was led by its launched a campaign called #TakeItEasyonRoads. readers and advertisers. The online-only campaign has been envisaged While the newspaper has been operational considering the fact that road safety is the most for 137 years, it comes to the commercial relevant issue that masses can relate to. The capital of the country only now. It will campaign also aims to spread the message of compete with other English dailies such as motor insurance as an ideal shield of protection The Times of India, Hindustan Times and against the potential liabilities arising out of any DNA. mishap while driving. The key message is to The Hindu, started in 1878 as a weekly, drive safely and responsibly and hence the name became a daily in 1889. It claims to have a #TakeItEasyonRoads. The target audience of the campaign is going to be drivers of all motorised “The Mumbai edition vehicles, including women and new drivers. The company has also taken to a contest on will have more lifestyle Facebook and Twitter. The campaign has been conceived internally, while the creatives have been and entertainment crafted by MX Advertising and executed by the social media agency Isobar. content.” Mukesh Kumar, executive director, HDFC accidents and mishaps is such that they happen circulation of 15,58,379 copies (ABC: July- ERGO General Insurance, says, ‘’Being in the unannounced, to anyone, anywhere. So, a motor December 2012) and a readership of about business that is related to motor, insurance shouldn’t be ignored.’’ 22.58 lakhs. we are concerned about the HDFC ERGO General It is printed in seventeen centres including potential implications of unsafe Insurance Company is a 74:26 joint the main edition at Chennai (Madras) where driving. Our #TakeItEasyonRoads venture between HDFC, a housing the corporate office is based. Currently, it prints campaign has been calibrated to finance institution, and ERGO 17 editions (namely Coimbatore, Chennai, spread awareness on road safety International AG, the primary Bengaluru, Hyderabad, Madurai, Noida, in a creative and witty manner. insurance entity of Munich Re Vishakhapatnam, Thiruvanathapuram, Kochi, The objective is to get maximum Group. The company offers a Vijayawada, Mangalore, Tiruchirapalli, Kolkata, brand engagement on social media range of general insurance products Hubli, Mohali, Allahabad and Kozhikode), by making this concept viral and ranging from motor, health, travel, across eight states. pervasive. As the campaign is home and personal accident, in Apart from The Hindu, the group publishes not sales-focussed and is purely the retail space, and customised The Hindu Tamil (Tamil daily), The Hindu online, we are envisaging higher products such as property, marine Business Line (business daily), Sportstar (weekly acceptance by the masses. With the and liability insurance, in the sports magazine) and Frontline (fortnightly apt creative and strong message, corporate space. „ magazine). „ we expect our customers and fan Kumar: Promoting road safety [email protected] [email protected]

8 afaqs! Reporter, September 16-30, 2015

$'9(57,6,1* VISTAPRINT INDIA Capturing Mindspace Vistaprint India tries to influence a shift of business from unorganised to organised, as it rolls out its first campaign to establish itself in the commercial printing sector. By Aakriti Shrivastava

istaprint India, with its first advertising campaign, has joined the list of international Vbrands like Coca-Cola and Amazon that have tried to ‘Indianise’ themselves with a colloquial catchphrase. The brand’s campaign, ‘Chalta hai ko chalta karo’, is a comment on the state of the printing business in India. Vistaprint is a brand from the house of Cimpress, a company based in the Netherlands, which started operations in India two years ago. This campaign comprises a series of four TVCs, each talking about a different problem that one may face relating to printing needs. The campaign has been conceptualised by Orchard Advertising, which is a part of Leo Burnett Group. Nilesh Parwani, MD, Vistaprint India, says, “This is an industry where people are not aware that they can get better and what it could be.” in India, less than one per cent is organised. service and quality, which is why we While the global traditional When asked what qualifies as organised, he says, highlighted the promise of service.” TG of the brand has been small “Transperancy, reliability of service and simple Kaizad Pardiwala, COO, Orchard offices and home offices (SOHO), customer access determine if a company is Advertising, says, about the creative the Indian market space has also organised. This is missing in the print space.” route, “Printing as a category has opened up newer segments like Within two years of operation, the brand claims never been advertised before; hence, large corporates, due to the lack of to have grown five to six times, and aims to own we needed people to take note of organised players. five per cent of the market in the next five years. the brand and the offering. The ad, “We haven’t shown one particular It has a repeat rate of 70 per cent, Parwani claims. while being humorous, is a satirical TG in our ads because when you piece of work which gives one a think about printing industry in the CHALTA HAI? peek into the world of printing country, no one comes to mind and agessh Pannaswami, co-founder, Curry- we wanted to capture that space,” NNation, perceives the ad as an interesting Parwani states. take on a category that’s mostly ignored and low The campaign will be on TV on the TG’s radar. On the ‘Chalta Hai’ idea, he till the end of September. On the says, “It fits the category, but I wish there was a digital front, the brand will use stronger insight at work here.” YouTube to showcase Vistaprint’s Pranav Harihar Sharma, executive creative success stories. Association with director, Rediffusion Y&R, says, “What’s ‘TVF Pitchers’ is also on the cards. interesting here is that a dry category like ‘printing’ has been advertised in a very engaging manner. THE NUMBERS GAME The inherent problems with the category, like arwani informs that out of the delay, quality, quantity etc, are communicated in a Parwani and Pardiwala: P6 billion-dollar (estimated) nice and simple manner.” „ Organised commercial printing business [email protected]

STAR INDIA Male Woes The show is being promoted with the hashtag ‘Har Mard ka Dard’. By News Bureau

tar India has initiated a buzz, being the Indian adaptation also uploaded a promotional video promotional campaign for its of the famous American sitcom featuring Kapil Dev and another Sshow ‘Sumit Sambhal Lega’. ‘Everybody loves Raymond’, and featuring Harsha Bhogle on social The show was launched on August teasers of the show were being media platforms like YouTube and 31 in the 10 pm slot on Star Plus. aired on various channels from Twitter. In addition to this, the The series had already created a the network. The channel has show is being promoted on Star’s FRQWLQXHGRQSDJH>>

10 afaqs! Reporter, September 16-30, 2015

35(6(176 &$03$,*175$,/ New campaigns across television, print, out-of-home and digital media. TELEVISION

CATCH GARAM MASALA SUBWAY DETTOL Featuring Bollywood actor Vidya Balan, the new TVC from The latest TVC from Subway features two friends engaged The latest ad from Dettol depicts the antiseptic liquid as a Catch, (a premium FMCG brand from DS Group) addresses in a conversation when one of them about to get married one-stop solution for all kinds of injuries including cuts and the daily concern faced by women when family members asks her friend - ‘Kal Kya Hoga’. The ad goes on to feature bruises. It drives home the point that even doctors trust are not interested in eating home cooked meal which can various options available at the brand’s outlet in the ‘Sub Of ‘Dettol Ka Dhula’ as it provides 100 per cent protection be made interesting by adding ‘Catch Garam Masala’. The Day’ category priced at `99. The message is to enjoy from germs. offerings from Subway today than worrying about what will happen tomorrow.

Creative Agency: Everest Brand Solutions PRINT JAQUAR Jaquar in its latest print ad ‘Naye Zamane Ki Nai Light’ has showcased its innovative range of lighting products for use across office, home, HIDESIGN retail and AQUAGUARD The ‘Go Slow’ print campaign from Hidesign is shot in landscape. The Aquaguard has come up with the concept of ‘Advanced Pondicherry. Each picture carries a photograph of the advert stresses Mineral Guard’ in its latest print creative that takes its handcrafting process of a bag shot in Room number 5 at on the thought, existing thought – Paani Ka Doctor - a little further. The Le Dupleix, where the brand was founded 37 years ago. It ‘Chhodo Kal Ki ad emphasises the fact that drinking water is healthy only also hints at the values embodied by the brand by means Baatein’ urging if it contains essential natural minerals. of the slow process of craftsmanship. consumers to embrace the new. Creative Agency: In-house OOH DIGITAL

QUIKR MARUTI S-CROSS VESPA Quikr has executed an out of home campaign for Quikr The automobile company has come up with ‘seniors’ on The latest ad from Vespa, the two-wheeler company, Cars at Delhi’s Airport Express Line. The company has put the exteriors of the Kempegowda International Airport in featuring Alessandro Del Piero showcases a colourful up MUPI columns and gantries running across airport to Bengaluru where the aim of the campaign is to announce side to the unveiling of ‘The Vespa Masterpiece’. Parade crossing and Ridge Road informing the passers-by the launch of its variant, S-Cross. The campaign will run The digital advert goes on to say that ‘When one to sell cars on Quikr by posting free ads. The campaign will for a period of six months. #VespaUrbanLegend meets another, a riot of colour run for a period of 14 days. ensues!’.

C Creative Agency: Havas Media CCreative Agency: Laqshya

Got some great campaign that has been published recently? Upload it on afaqs! for the world to see. Visit: www.afaqs.com/advertising/creative_showcase

12 afaqs! Reporter, September 16-30, 2015

$'9(57,6,1* BHARAT MATRIMONY Control Freaks

The mobile-only campaign from the matrimony site promotes its app, so that users can choose their partners themselves. By Sohini Sen

atrimonial website Bharat Matrimony addresses the pet peeve of people in Mtheir 20s who are always cornered by “Our brief was to relatives with enquiries about their marriage plans. The website’s first-ever, mobile-only campaign get young boys and downloadable apps on smartphones, the company comprising three 20-second videos, asks people to girls to download hopes, the younger lot can do all this themselves. take matters in their ‘own hands’. “We realised that our TG in this case seldom The first video features a middle-aged woman our app.” watches television. He or she is most likely to do asking into the camera (as if asking the viewer KAUSHIK TIWARI all kinds of networking through phone, which directly), while biting into a laddoo, “Toh beta, made the hand-held device a perfect platform for have you found someone as yet?” This dialogue this campaign,” adds Akali. is repeated for about 20 seconds, while a call-to- The campaign features native FB ads which are action message urges users to take matters into targetted only at mobile users, or those who check their own hands by clicking on a link to make her Facebook on their mobiles. Further targetting has stop. been done so that the film with a male protagonist Similarly, the other two videos show a young “We realised that can be viewed only by men, and the one with the lady protesting against the matching of horoscopes our TG seldom female protagonist can be seen by female viewers and a young man confessing that, though he is watches television.” only on their phones. ready to take the plunge, he hasn’t found someone “The data is available on Facebook, and the basic yet. AMIT AKALI tools are all there on Google for us to help target “Self-arranged marriages have been the our audience. We have just used our understanding communication peg for Bharat Matrimony for to package it differently,” explains Hammad Khan, some time now. The positioning, ‘hum unse director - servicing and technology, What’s Your milate hai, jo aapko samajh paate hai’, itself is a take Problem. on the fact. This empowers the TG and signals Talking about the brief, Kaushik Tiwari, vice a shift from the traditionally arranged marriages president, marketing, Bharat Matrimony, says, to self-arranged marriages,” explains Amit Akali, “Facebook data “Our brief was to get young boys and girls - managing partner and creative head, What’s Your and Google tools between 20 to 25 years of age - to download Problem (WYP), the agency behind the videos. help us target our the Bharat Matrimony Mobile App. Since the The insight the brand uses in this case is objective was so clear, we decided to add a mobile the common scenario where parents create an audience.” centric campaign to the media mix, wherein the account for youngsters, check suitors, shortlist a HAMMAD KHAN films can be seen by no one but the consumers few and then present them to their children for only, on their mobile phones. „ final approval. However, with services such as [email protected]

<< FRQWLQXHGIURPSDJH As the title of the show suggests, Sumit, the lead character, will be seen Male Woes... getting stuck in family situations post marriage, just like Raymond. ‘Sumit website and Hotstar app. Sambhal Lega’ will be very close Star Plus has also collaborated to the original ‘Everybody Loves with YouTube channel Being Indian Raymond’, only fine-tuned to suit for a promotional video. Indian sensibilities. The hashtag #HarMardKaDard, The show stars Namit Das, being promoted on social media, Manasi Parekh, Satish Kaushik and has also generated social media Bharati Achrekar. „ conversations. [email protected]

14 afaqs! Reporter, September 16-30, 2015

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ASIAN PAINTS << FRQWLQXHGIURPSDJH On the Go.. director, Ogilvy One, says, “The challenge Etched in Wood for us was to carry the Tata Sky brand of engagement and entertainment on the With a digital campaign around Onam, Asian Paints tries to raise digital platform. Additionally, we also had to explain what the Transfer product was awareness about the wood finish category. By Sohini Sen all about. In every digital touch point, the public will also get to interact with each of the characters from the films - be it on sian Paint’s recent organised market for wood the microsite, SMS, social media or web campaign for its wood finishers, Asian Paints has the banners.” Afinisher brand WoodTech lion’s share of around 45-50 per Malay Dikshit, chief communications Emporio, talked to Malayalees cent. Its market share is in line officer, Tata Sky, explains that the content who are away from home during with the overall paints category. will be safe from being misused (or further Onam. With a 10-12 per cent increase distributed by audiences), “The content WoodTech Emporio is a kind in ad spends, Asian Paints hopes downloaded from the Transfer box will of polyurethane (PU) finish to tackle the challenges like only play on the Tata Sky app. Further, from Asian Paints which, the perception and behaviour which it has been designed in such a way that company claims, doesn’t just the category faces content will self destruct in a specified make the wood shine, but also “While a house may be number of days.” more durable and scratch, stain painted every few years, wooden Given that many broadcasters already furniture is left without a polish for around 10-15 years. When we see the wood lacking shine, we just call a ‘polish-wala’ and get it to shine for the next two years. But, using a specialised product like Emporio can take care of the wood for at least five to six years,” says the spokesperson from Asian Paints. The online video is the first part of the campaign. According to Jacob, this would be followed up with a book launch. The book, ‘Ormacheppu’ (‘Orma’ means memories and ‘Cheppu’ means and heat resistant. The fact that With the ‘tharavad’ house’s box), will be divided into three Kerala homes usually have a association with wood - be it parts. The first will talk about lot of wooden furniture seems for swings, pillars, doors or Kerala, the second will show how to be the starting point for the carved ceilings - Kerala naturally to care for different furniture campaign. became a big focus market for the and the third will teach how “Traditionally, families brand,” explains Simon Jacob, to recreate a traditional Kerala in Kerala paint their homes director, marketing, CampHire house in a different city. just after Onam. This is also Worldwide Partners, the creative the end of monsoon, so once agency behind the ad. NOSTALGIC MUCH? the rain decreases, people feel Onam brings with it a sense alayalee at heart, Prathap Dikshit and Kovoor: Digital viewing more comfortable in investing of nostalgia for Malayalees away MSuthan, managing partner money in giving their homes a from their homes. Thus, the and chief creative officer, Bang have their own platforms to show content makeover,” says a spokesperson ‘Take Me Home’ film seems to In The Middle, likes the film on handheld devices - such as Hotstar (Star from the brand. have struck a chord with viewers. for its story. However, he feels Network) or SonyLIV (MSM) - can Tata The long-format film, made The brand’s TG are the affluent that, overall, the story was a Sky find takers for its new box? in Malayalam with English Malayalees who have grown up little forced and amateurish in According to Saurabh Uboweja, CEO subtitles, is about an unhappy in Kerala but have now gone to a market that’s cinematically and chief brand strategist, Brands of Desire, city man who just takes off to different cities for work or settled educated and aesthetic. “For a video on demand is certainly the future. his childhood home in Kerala. abroad. mass audience, this film works. “Tata Sky is channel-agnostic and can Nostalgic on seeing his son Interestingly, Kerala is one Homecoming is always a sweet carry content from any channel. Secondly, playing with a wooden car, of the biggest markets for Asian detour,” he quips. video streaming or recording from memories come rushing back, he Paints even in the exterior and Noting that the film is SonyLIV or Hotstar would be a challenge decides to repaint his house and interior paints category. The “needlessly long”, Sarvesh if it was done while the viewer doesn’t have gives all the wooden furniture a spokesperson informs that people Raikar, unit creative director, access to a high quality internet connection. coat of Emporio. there are investing in marbles, Lowe Lintas + Partners says, Tata Sky has smartly segregated recording, The fact that Kerala is the top tiles etc, for their homes. Kerala “Big ancestral homes with transfer and streaming, based on the current market for Asian Paints in the happens to be a good market wooden furniture and the link limitations of internet quality, while using wood finish category, makes the for any luxury range of product. with Onam - there are many their main device as a central point of video pertinent. Asian Paint’s Ultima was first things in the film the TG can interaction,” Uboweja explains. “Wood finish as a category is launched in the Southern state, connect to only if they can pull However, he is quick to point out that something not many people talk before being rolled out to the rest themselves through the video’s the price point may be a deterrent for new about. Our aim was to create of the country. length.” „ users. „ awareness about the category. In the `1,000-1,200 crore [email protected] [email protected]

16 afaqs! Reporter, September 16-30, 2015

FOTOCORP

VIKRAM SAKHUJA

Madison is an incredibly exciting and valuable asset INTERVIEW

An interview with media veteran and GroupM’s else’s idea. A lot of people I admire but we ran it like our own shop are doing it, like Google’s Rajan and created some serious value. former global strategic development officer. Anandan and WPP’s Ranjan Kapur. Regardless of which company you’re By Ashwini Gangal Also, as an entrepreneur you have in, the onus is on you to bring to do just about everything – the about a huge amount of value. Value admin stuff, sales, strategic stuff, creation, by definition, is a given. urrently enjoying gardening you’d like. I was a bit impatient, from even taking out the garbage! Right The best way of measuring value leave, Vikram Sakhuja is that standpoint. If I had to come back now, I feel I’d rather take something today is – if somebody had to buy all set to join Sam Balsara’s to India, I knew I wanted to stay on big and try to make it bigger, and you out, what’s the value of your Madison Media Group as in the media space, but I really didn’t create value out of that. Madison is shares? From a valuation standpoint, Cequity partner and Group CEO, next know what the opening that could an incredibly exciting and valuable I don’t think my entering Madison month. Edited Excerpts. get me back could be. Equity was asset. The chance to actually shape it, alone is going to make a difference; one. So when Sam made the offer, it and in some way to be able to call it we’ll have to do something good and How’s life? sounded good. my own – it was a no brainer. start signalling greater value. I am It’s a lovely fallow period, a semi- I was in New York (he moved there confident we can do that. retirement life almost. I’ve never had around December 2013, after running You said the magic word – a punctuation mark like this (he has the show as global CEO of Maxus from value. When we asked Sam Is there pressure? Does that nearly 30 years of industry experience). Mumbai for a year) and was all set to whether his decision to bring even happen at your position? I’m getting time to chill, catch up move to London (in October 2014 you on board is a move to Well, I am not coming in with with friends and family, think about as head of GroupM’s global strategic up Madison’s valuation in the pressure but the sense I get is – in a life, read, re-energise. I was told I development). Though it went as far market, he was evasive. What profit-oriented company like WPP, must travel, but I’ve travelled so as calling the movers and packers, it are your thoughts? where I’ve spent 14 years – or even much over the last three years; I’m didn’t happen. This offer came and When I joined GroupM (early at the Cokes and the P&Gs prior enjoying being at home. I found it more exciting. I thought, 2000s) it was a start up, one with a to that – there’s ongoing pressure, ‘Okay, instead of going to London, huge amount of resource available from the global management, to So it took stake to bring you let’s come back to Mumbai’ (he came to it. We didn’t have equity the way deliver numbers. The sense I get back to the country… What back to Mumbai in May this year). we’re talking about it right now, from Indian companies is – there was your plan, if not this? isn’t as much emphasis on the whole I don’t plan my career that much. Was starting something of ‘target’ thing. That’s more of a ‘global I go with the flow. I am a reasonably your own in the media space I want a common phenomenon’ than it is a ‘local lazy, inertia-driven guy. So if I’m in a on your list of possibilities? entrepreneur phenomenon’. job, I pretty much stay there. When it comes to startups, there’s currency to evaluate When I was at Coke, the company Global jobs, by definition, a lot of romance but there’s also a lot had just bought out Parle (beverages). especially in large companies, are a of hard work. I don’t think I would’ve media impressions The Chauhans were doing very well, little slow; there’s a lot of alignment had the energy or the smarts to start on TV, radio, online, but it was more about how much the that is required, large number of from scratch. I’d rather come in as company is servicing the market and meetings… progress is slower than an investor and support somebody print and outdoor. how much natural growth is being

22 afaqs! Reporter, September 16-30, 2015 &29(56725< tapped, than about the whole ‘target’ commerce was surprising because up an impression by reach and we need to work harder at thing. Whereas, the Coke system was there’s so much e-com happening frequency. retaining talent at the top? about growth, growth, growth… here. And I was disappointed to see The ‘broadcast’ nature of India is No, I think exporting talent is We’ll have to see how it is at the lack of data-led cases. going to change into a more targeted, a virtue. The Indian management Madison. If anything, I might bring There’s a need for a data strategy, almost market-led approach. In ethos and work ethic is superior in the culture of setting ambitious for agencies and clients. To collect India, for a national brand, we make (to that in the West). I don’t think targets and trying to achieve them. data, you need to have ‘ad surveying’. one pan-HSM campaign, one more the full potential of India is tapped. It starts with first party data, that is, for the four southern states, another That could be because people who’re You’ve worked in the West for data of your own assets – capturing with a bit of regional flavour added... heading global organisations don’t close to three years. What are the number of people visiting your truth be told, we have five to six know that much about India. We the most glaring differences website/YouTube channel/Facebook media plans for every campaign. need ambassadors for India abroad. in the way the two media page/e-commerce platform. You also I used to tell my counterparts in I feel very proud when Indians industries operate? need third party data, which you Europe that Europe is like India. In go abroad and do well there. Their The first stark difference is in the have to, typically, buy. Many agencies Europe, you make different plans for payback is very profound. So from adoption of digital platforms. There, are shy of making this investment France, Spain, Portugal and Italy. that standpoint, I don’t agree with an average of 25 per cent of media because they don’t know whether As we move forward, India’s you about the trajectory of ‘losing’ money goes into digital, compared they can recover the cost. media plans will become more talent. If people can get more growth to less than 10 in India. Marketers When these are strung together, Europe-like, that is, you’ll have outside, there’s nothing wrong. there have embraced platforms like you can make magic out of that data. the ability to go state by state, city Take my example. My ability to Facebook, Instagram, social listening I’ll say it’s an opportunity lost at this by city and market by market. If a navigate the digital landscape has and search. Search has plateaued point in time. I don’t stress about it but detergent brand has a strong hold in, increased over the past three years. there and is even declining in some it’s something that we should get into. say, Western UP, why should that I’m able to add more value having places, but is still growing in India. brand have to take the entire HSM gone out and come back. I can see Programmatic planning is another What other changes do you market? The brand is wasting media the future a bit more clearly now, big thing there. I don’t see people see yourself rooting for? if it is present in places where it is not than I would’ve been able to had I talking about it here, quite as much. I champion media agnosticity. I being distributed. Media, accelerated been a frog only in this well. It’s about moving from ‘placement want a common currency to evaluate by digital, is allowing us to go as local of media’ to ‘machine led media’ media impressions on TV, radio, as we want to. What’s your plan when you or ‘algorithm led media’. That is, online, print and outdoor. Right Digital allows you to target the begin at Madison? buying media impressions on the back of algorithms. This automates all the IP data that you leave behind on your trail; people are targeted FOTOCORP through that, as opposed to saying, ‘I’ll take the front page solus on The Times of India’ or ‘I’ll take this spot on Star Plus’ or ‘I’ll take the front page banner on Yahoo’. Another difference is in the area Madison’sM is a of marketing ROI; focus on the great team; contribution of media to the topline of a business is way more there than I would envy it it is here. I see a lot of it in the US and, to some extent, in European from the other markets like Spain, the Netherlands and Germany to a lesser extent. side, when I was ‘Attribution’ is another thing people are talking about more at GroupM outside India. It’s about the role different sites/assets (like Google, Facebook, your own homepage, random YouTube content) play in the final outcome. For instance, the Google guys may say, ‘70 per cent of the penultimate clicks, before you go onto any website or before you make an e-commerce transaction, now, on TV you’re buying space on same piece of inventory differently My priority is going to be existing are ours because you go to the final a cost per rating point (CPRP) basis, at different consumers. For example, business. To see what shape it is in; destination through Google’. But on radio you’re buying on a cost per an ad on Yahoo’s homepage can and I expect it to be in great shape. attribution looks at the entire chain spot basis, on print you’re buying target a cosmetics brand at you and Not to say that new business is not of movements that a web user makes. on a cost per sq cm basis, on the a car brand at me through the same important. It is. It looks at the way he/she navigates web you’re buying on a CPM basis inventory. On TV too, it is possible the web, in general. (Cost Per Mille), on outdoor you’re to do that, by breaking up a signal. We have to ask – is winning buying on a cost per site basis… I If you have data at the base of it, you Airtel on your mind at all? So digital appears to be the don’t know why we’re complicating can micro-target and move towards Currently, I am sure Madison big pain point in our market? matters. A lot of people are doing it targeting a billion, one at a time. The needs a good telecom business. I was recently chairing a jury for as they’re insecure about their turf. differences between broadcast media Which one it’s going to be, I don’t an industry awards show. While As the number of media touch- and CRM/B2B marketing will blur. know. I would like to believe a lot there was some fantastic use of native points increases, it makes sense of telecom operators see a great content, video content, Facebook to have one language across all. A After a certain level of success, potential partner in Madison. It’s a targeting, gaming and contests, common metric that unites them the growth trajectory takes great team; I would envy it from the I saw a singular lack of data and all is cost per thousand impressions media buying professionals other side, when I was at GroupM. „ social commerce. The lack of social (CPT). Within that you can break to markets outside India. Do [email protected]

afaqs! Reporter, September 16-30, 2015 23 22+ AMUL The Uber Lift The chronicler of modern India, Amul, documented the clash between Mumbai’s taxis and online cab services in its signature style that, incidentally, generated earned media for Uber. By Ashee Sharma

here is no denying that app-based cab services like Ola and Uber are reshaping Tthe way Indians commute. But, their growing popularity seems to have irked Mumbai’s iconic ‘kaali-peeli’ taxi drivers who perceive these services as adversely affecting their business. As Mumbai’s taxis went on strike to protest against the app-based cab services, the chronicler of modern India, Amul, documented the scuffle in its signature style. ‘Kaali - Peeli Ka Jhagda Chhodo’ read the dairy brand’s outdoor ad, in which the ever-cognizant Amul girl was seen pacifying the rivals. Noteworthy was the fact that, this time, the beneficiary of Amul’s advertising was brand Uber, which shared the stage with the moppet yet again. Uber was last featured with her in the ‘KhUberdaar Kyun Nahin Thhe’ ad. Elated by the development, Shailesh Sawlani, GM, Uber Mumbai, says, “We’re happy that more people are recognising our efforts to keep Mumbai moving. And for one of India’s largest and most powerful brands like Amul to recognise our efforts is very humbling. It will help generate daCunha clarifies, “We comment on events as they more awareness about the situation.” happen. The use of any brand or celebrity in our Dubbing it as a battle of the old and the advertising is always topical.” new, Rahul daCunha, owner of daCunha The ad was promoted on outdoor and digital Communications, which has been Amul’s creative mediums. partner for decades now, adds, “Both services MUTUAL BENEFITS are crucial for Mumbai, and we want them to lightly disappointed with the creative execution, make peace with each other. Although one feels SVistasp Hodiwala, founder, Underdog, says nostalgic about the black and yellow taxis, the likes while the advertising will work for Uber, “Amul of Uber and Ola have revolutionised commuting, used to be more succinct; that has changed over making it safer, professional and convenient.” the years. This ad, in particular, is quite cluttered.” However, on Uber, and brands in general, he points out. „ making an appearance alongside the Amul moppet, Sawlani and daCunha: Sharing stage [email protected]

ZOMATO / PAYTM Cashless Wallets Paytm wallet is the first mobile wallet to be integrated into Zomato, allowing for a smooth pay. Food ordering is a prime use case for Paytm wallet users, and in-app cashless payment. By News Bureau the association with Zomato will be great for our users. This is in omato has further enhanced cashless payment experience. sync with our mission of moving its consumer offering by Tanmay Saksena, global towards a cashless environment in Zpartnering with Paytm to business head, Zomato Order, says, India.” make the online ordering experience “Customers can now use Zomato to Recently, Zomato announced smoother. One can now seamlessly order online from a huge number strategic investments in last-mile pay for their online orders on of restaurants, and enjoy the delivery players Grab and Pickingo, Zomato using the Paytm wallet, in convenience of making completely “Customers can and a partnership with Delhivery. addition to the existing payment cashless payments.” now enjoy making Zomato has grown from a options of credit/debit cards, net Amit Lakhotia, vice president, search and discovery portal into banking, and cash on delivery. Paytm, adds, “This integration gives completely cashless a horizontal platform offering Paytm wallet is the first mobile our 100 million Paytm wallet users payments.” various technology solutions for the wallet to be integrated into Zomato another big destination where they TANMAY SAKSENA restaurant industry. „ and allows for a smooth in-app can use their wallets to transact and [email protected]

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Source: TNS research 2015 HER LIFE $'9(57,6,1* IAA INDIA CHAPTER’S SILVER JUBILEE SUMMIT “OYO’s my Destination” At the Indian Advertising Association India Chapter’s Silver Jubilee Summit in Kochi, OYO Rooms’ CEO and founder, Ritesh Agarwal, talked about how he disrupted the hotel industry by creating brand OYO. By Saumya Tewari

am Balsara, chairman, Madison entrance exam, Agarwal would travel an online booking service and during with massive repeat rates in six and a World, introduced young to Delhi every weekend and sneak that period Agarwal stayed in various half months,” he informed. SRitesh Agarwal, founder into conferences on startups. He met hotels and encountered problems In an OYO Room, housekeeping and CEO of OYO Rooms, at the some of the brightest minds and almost every day. takes only 12 minutes to clean a Indian Advertising Association India decided to work with them for free. “Discoverability of hotels was not room, as toiletries and stationery are Chapter’s Silver Jubilee Summit in “A year later, I started my venture, a problem, but predictability and kept in a bag (OYO bag) and given to Kochi. Interestingly, Agarwal (21 failed once and then changed it to trust were. I decided to take a single the guest during check in. “FMCG years old) decided to quit college after OYO,” said Agarwal. hotel in Gurgaon, standardise it and companies are now using OYO bag two days. When Balsara asked what OYO Rooms, which recently manage it end-to-end. I was a coder, toiletries as a sampling exercise for prompted him to do so, Agarwal said, raised `630 crore in third round of housekeeping and sales person for their new products.” “Education is extremely important, funding, was born out of a personal that hotel for a month. Interestingly, “In Gurgaon alone, we book but I would never let college interfere pain point. The company started as this hotel had 95 per cent occupancy 50,000 nights a month, because the with my education.” cost of driving fuel from Gurgaon to Trying to understand his point, Ghaziabad for a professional is higher Balsara questioned if he was than staying at an OYO hotel.” disenchanted with formal education. When asked by Balsara if the focus “When I was 10, I started coding; was only on being a low-cost hotel, while my friends went for vacations Agarwal clarified that 60 per cent of I would work with local sales people his business comes from the budget of FMCG brands like GSK in segment and 40 per cent from mid- Orissa. I realised that people who market (premium). were trying to create value and The company claims to deliver solve huge problems were mostly free Wi-Fi, complimentary breakfast, entrepreneurs,” he explained. satin linen, 32-inch LCD TV and a While he was in Kota, Rajasthan, in DTH connection. „ 2008, to prepare for the engineering Agarwal (right) and Balsara: learning on the job [email protected]

IAA INDIA CHAPTER’S SILVER JUBILEE SUMMIT “A Growing Brand will Never Get a Second Chance” At the IAA India Chapter’s Silver Jubilee Summit in Kochi, Sanjiv Puri, president FMCG, ITC, spoke on what it takes to build a truly world-class Indian brand. By Saumya Tewari

anjiv Puri, president, FMCG, vision of ITC was redefined and the such as Dark Fantasy Choco Fills (the ITC, delivered an insightful company focussed on three bottom first choco-filled biscuits in India), Ssession at the International lines simultaneously - economic, Mad Angles (inspired from Indian Advertising Association (IAA) India societal and environmental. The idea snacking) and Aashirwad Methi Atta. Chapter’s Silver Jubilee Summit was to go beyond mere profits and “Last year, we entered four new in Kochi, on building world-class look at creating sustainable growth. categories and introduced 100 new Indian brands. Puri’s mantra is to create categories variants,” he informed. Puri believes “If we look at the high end of in a bid to become a leader and create that a world-class brand cannot be the consumption spectrum, the superior as well as differentiated created if the environmental and Indian market is dominated by global products to deal with competition. societal equity is ignored. He pointed brands; example of Indian brands are He talked about how the company out to ITC’s model which integrates far and few,” he rued. He stressed on successfully created an instant noodle societal and shareholder value. the importance of R&D, innovation brand Yippee, when the market was Some of the initiatives that ITC has and, most importantly, a deep dominated by a single player (Nestle’s undertaken include ITC e-choupal (a commitment from senior leadership Maggi). The idea was to offer Puri: the environment matters part of Aashirwad Atta brand) which in the making of a truly global brand. consumers a differentiated product is empowering four million farmers The government’s ‘Make in India’ which, in this case, was long, slurpy, highlighting the importance of in rural India and its Mangaldeep push, he feels, makes it an opportune non-sticky noodles with a masala that quality while trying to build a brand. Aagarbatti brand manufactured by time to work on creating world-class had dehydrated vegetables. To build a strong brand, companies 40,000 underprivileged women (a Indian brands. “A mega brand can have a must try and create unique ‘first time’ CSR initiative later scaled up and Tracing the journey of ITC, Puri second chance, but a growing brand products in the market, Puri advised. turned into a brand). „ stated that, in 1996, the corporate will never get one,” Puri warned, He gave examples of ITC’s products [email protected]

26 afaqs! Reporter, September 16-30, 2015 $'9(57,6,1* IAA INDIA CHAPTER’S SILVER JUBILEE SUMMIT Sachin faces Prasoon At the Indian Advertising Association India Chapter’s Silver Jubilee Summit in Kochi, the ace cricketer shared tidbits about his tryst with advertising. By Saumya Tewari

n the last day of the “It’s like them playing a cricket match International Advertising with me. I have nothing to lose and OAssociation (IAA) India only gain while shooting with them,” Chapter’s Silver Jubilee Summit he chuckled. in Kochi, one particular session Steering the conversation towards was the most looked forward to. ‘locker room’ jokes, Joshi regaled the Prasoon Joshi, chairman, McCann audience with what Rahul Dravid Worldgroup Asia Pacific, and once shared with him. Apparently, CEO, McCann Worldgroup India, Dravid had refused to do a particular in conversation with cricket icon shoot fearing that his colleagues may Sachin Tendulkar on the latter’s tryst pull his leg. Tendulkar said, while with advertising, drew a full house. he did not face any such situation, In his quintessential style, his team members did make fun of Joshi started by reciting a poem one of Viru’s (Virender Sehwag) ads for Tendulkar which received which had the line ‘Maa bula rahi hai’. Tendulkar (left) on a different wicket thunderous applause. He went on He spoke about his first ever to say that ‘Sachin’ is no longer a ground, Tendulkar was asked if he has given me everything in life,” he ad with Kapil Paaji (Dev) for name, but a metaphor brands have ever felt that ‘Brand Sachin’ is in shared. GlaxoSmithKline’s health drink leveraged wisely. conflict with ‘Sachin as a person’. He shared a funny anecdote from Boost. He recounted how Dev Joshi asked Tendulkar if there’s Tendulkar recounted an incident in another Pepsi shoot. His son Arjun calmed his nerves and asked him to a filter that he uses while selecting 1998 when Pepsi wanted to shoot after eating an orange went on to wipe be natural in front of the camera. The brand endorsements., “My father an ad after India defeated Australia his hands on Amitabh Bachchan’s same advice he gave to his junior, asked me to try and not endorse in Sharjah. “Pepsi asked me to bat costume. “At that moment, I did not Sehwag, years later, when they shot tobacco or alcohol, and I’ve tried with a fly swatter which would send know where to look.” Joshi went on a commercial for the same brand. to stay from it.” Known for his the ball outside the stadium. I said to ask Tendulkar if shooting with big “When you are called ‘Paaji’, you can precision and dependability on the I would not insult the game which Bollywood stars makes him nervous. give advice,” he quipped. „

IAA INDIA CHAPTER’S SILVER JUBILEE SUMMIT “Businesses Have to Also Target Moments” At the Silver Jubilee Summit in Kochi, managing director, Twitter - SEA, India and MENA, Parminder Singh spoke on how technology can act as a disruptor for brands. By Saumya Tewari

isruption increases The second digital disruptor beyond physical attributes and feel Terming ‘Engagement’ as the exponentially because that’s supercharger he listed was beautiful from inside. Dove started third digital disruptor, Singh said that Dhow technology advances,” ‘Communities’. He recounted how, Twitter conversations with women the concept of ‘now’ or ‘real-time announced Singh. He spoke of three last year, scores of people volunteered who tweeted about imperfections engagement’ is crucial for brands ‘digital disruption superchargers’ that on the digital platform to support creating a larger conversation with today. He exemplified his point with every brand must look at. and help Kashmir’s flood victims. many other Twitter users. #TheDress which was trending a The first is ‘Algorithms’. Singh People were relentlessly tweeting couple of months back and brands believes that this technology quietly about relief work and helping rescue like Sephora, McDonald’s and works in the background, bringing organisations reach victims. Realising Snapple became a part of the digital results to the fore for brands. He spoke the digital mass movement, Twitter conversation by smartly tweaking about how hashtags filter tweets from created a hashtag (#JKFloodRelief) their brand messages around the around the world about a single topic and a microsite (JKFloodRelief. ongoing fight between netizens on through algorithms. He suggests that org) to build on the small digital the colour of the said dress. “People brands can use the power of algorithms community supporting the cause. are so busy looking at their mobile to not just discover their TG, but also From a brand’s perspective, Singh devices that they have no time to connect with them effectively. hailed Unilever as a champion of the look at billboards, and brands must “A tweet could be only 140 concept of communities. One of the understand that,” he advised. characters, but it has 65 data elements most talked about campaigns by the The IAA India Chapter kick- including the user’s location, bio, brand, in association with Twitter, started the three-day summit on file name. When put together, these was #SpeakBeautiful where the September 3, in Le Meridian, Kochi, give interesting insights about one’s brand targetted consumers who had to mark 25 years.„ product, market and customers.” body issues and urged them to go Singh the disruptor [email protected]

afaqs! Reporter, September 16-30, 2015 27 32,1762)9,(: Has the Logo Design Brief Changed? Google’s new logo is a reminder of how much the mobile screen rules our life. What is the extent to which a logo design is influenced by the variety of screens on which it appears? By Sohini Sen /8/85$*+$9$1 68-$7$.(6+$9$1 6+(.+$5%$'9( $6+8726+.$5.+$1,6 Managing Director, Executive Creative Director, Founder-director-Strategy & Marketing, Creative Lead, Landor Associates Varana Design Lokus Design Open Strategy & Design GIRISH GV DESPITE THE ADVENT I WON’T SAY THAT HAS IT CHANGED? YES. THE BRIEF HASN’T OF SMARTPHONES AND THE BRIEF HAS BUT, THAT IS ONLY A NECESSARILY APPLICATIONS, THE CHANGED PER SE. TECHNICAL FACTOR. CHANGED, BUT I FEEL BASICS OF LOGO DESIGN WHEN ONE DESIGNS THE PHILOSOPHY, IT SHOULD. A LOT OF HAVE NOT CHANGED. A LOGO, ONE ALWAYS THE TRANSFERS, CLIENTS DO HAVE THE CHALLENGE IS TO HAS TO KEEP IN MIND THE PROCESS HAVE LOGOS WHICH WORK CREATE AN IDEA THAT THE WAYS IN WHICH REMAINED THE SAME. WELL EVEN IN THE fits the brand and embod- the design manifests itself on What we must do is adapt to digital space, but some need ies what the company stands the applications, mediums and this new device. to rethink the logo. I think for, in one visual. However, sizes it will be used for. The Now, while designing it depends on the nature of we now have to remem- parameters and constraints have logos, we have to always be the business. If the business ber to think of digital as the to be kept in mind before one mindful of legibility. The size interaction is mostly on the first step rather than the last. embarks on designing anything. of the logo has to be minimal digital space, like Google’s, it can The icon must look good So, the fact that a logo has to be too; it can actually get smaller even be dynamic. not only on the website, but relevant to a digital world would in the future by appearing More than a requirement, I also on Facebook, Twitter or figure in the same way. The client in everyday objects like light think it should be looked at as Instagram. does not need to spell these out switches, home or kitchen an opportunity. Even if the client The proliferation of brands in a brief. A good designer would interfaces. isn’t asking for a dynamic logo, and products has made it dif- automatically factor these in. In So, the aspects of the agency can still try to push ficult in this age. We must today’s world, being good for technology, font and typeface the envelope and make the logo realise that fifteen years ago, digital is obvious. have to be considered. At more engaging. A logo can also the touchpoints were station- Today, all companies have a the design stage, you have have a static version, for the ery, fliers and posters. About digital presence. They, therefore, to think of a lot of things - times it appears on print. five years ago, it was about must always think about how the minimum pixels or font size. When it comes to shape, the PowerPoint presentations. logo will appear on all devices. The constraints have become dimensions are always given for Today, the logo, website, The mobile platform actually tighter. an app logo. But, it depends on WhatsApp and LinkedIn page gives more flexibility, but could how the designer can play with form the face of your com- also be more constraining. Digital that, making it look like there pany; however, there should allows more colour and anima- isn’t a square any more. be symmetry between e-com- tion, but is not great for adding merce and retail stores. They details and complexity (like cannot look and feel different. engravings, for example).

28 afaqs! Reporter, September 16-30, 2015 0(',$ 92.7 BIG FM New Identity The radio network says that its new logo is contemporary, young, optimistic and fun. By News Bureau

2.7 BIG FM, the radio network from Reliance thought-provoking, entertaining and creating an Broadcast Network, has carved its niche in impact socially. The new logo is a positive change, 9the area of content, programming and brand- and we are looking forward to creating yet another led campaigns that have won it recognition across benchmark.” platforms. With its ground-breaking content and brand Taking a step forward, it has launched a new activations, BIG FM, today, ranks second at an all- logo which is contemporary, young, optimistic India level while reaching out to an astounding 43.2 and fun. million listeners per week. With its differentiated Tarun Katial, chief executive officer, Reliance approach, the radio network has established itself Broadcast Network, says, “Our mission is to as a curator of marquee shows such as ‘Suhaana reach, engage and enrich the lives of India’s Safar with Annu Kapoor’, ‘Yaadon ka Idiot Box vast populace, and we stand today as the largest with Neelesh Misra’, ‘Retro Talkies with Sihi Kahi and leading private FM Radio network with 45 Chandru & Geetha’, ‘Carvaan-E-Ghazal with Talat stations. This logo is a step forward into a new Aziz’ and ‘Se Shudhu Gaaner Din’ with Sabyasachi world of excitement. We are very happy to enter Chakraborty, which have constantly been topping this chapter, and I am sure we will set a new the charts. yardstick for success.” Through its wide reach across the country, 92.7 Ashwin Padmanabhan, chief operating officer, BIG FM has also created on-ground initiatives Reliance Broadcast Network, adds, “It has been an championing various issues and causes across incredible journey for all of us at 92.7 BIG FM. We sectors related to the environment, education, have consistently offered the best content to our empowerment, talent and entertainment. It’s listeners, associated with brands to create ongoing, Katial and Padmanabhan: Fresh start unique properties include the BIG Green Ganesha, far-reaching, cross-platform content driven by BIG Green Durga, Pani Bachao Life Banao, BIG great entertainment and received recognition by The FM Radio network Golden Voice, BIG Disha and BIG Junior RJ, the industry for our efforts. We continuously amongst others. „ challenge our prowess with campaigns that are currently has 45 stations. [email protected]

comprised a majority component in LIVING FOODZ online search. With that thought, we aimed to do something with a global connect in the food and lifestyle Serving Entertainment sphere for our audience.” As for the content, the team says, The channel, launched on September 11, aims to explore different about 80 per cent of the shows will be produced here and 20 per cent will perspectives towards food, covering lifestyle, travel, wellness, food be brought in from the international infotainment and reality. By News Bureau library. The international content will be dubbed in Hindi for the dual feed. ssel Group’s Living Piyush Sharma, CEO, Zee Living- Entertainment has announced India APAC, says, “Growth of Ethe launch of its ‘food- digitisation is leading to fragmentation tainment’ channel. Living Foodz of audiences, thereby creating an was launched a day after Zee Khana opportunity for differentiated and Khazana saw its final run on genre specific content. Under this September 10. scenario, we are providing Living The channel claims that it will Foodz to people who love exploring focus more on the experiential aspects more about food.” of food and lifestyle programming, a Rajiv Kheror, president, Strategy value-add over the regular in-studio and Planning, International Business, cooking and recipe format. It will be says, “Audiences across the globe available across all DTH platforms and women across all age groups in ZEEL and Essel Group, says, “This is want to understand food like never and leading cable networks. It will urban digital households. yet another endeavour from our group before. Your thirst for food-tainment have a Hindi and English feed. The channel has planned a to bring the world closer through is about to be quenched with Living Living Entertainment, part of the number of food expedition shows entertainment. Living is about global Foodz.” cognitive entertainment space, active with chefs like such as Ranveer Brar, mindsets and experiences.” Living Entertainment will be in international markets for the last Gautam Mehrishi, Vicky Ratnani Elaborating on the idea behind launching four more brands within four years, marks the foray of Essel and ‘foodie personalities’ like Rocky Living Foodz, Punit Goenka, the next two years which incldes Group’s Living Network in India. and Mayur, among others. managing director and CEO, Living Travelz and Living Rootz. „ Living Foodz is targetted at both men Dr. Subhash Chandra, chairman, ZEEL, says, “We realised that food [email protected]

afaqs! Reporter, September 16-30, 2015 29 ,17(59,(: MANISH KALRA> INTEGRATED MARKETING DIRECTOR, AMAZON INDIA “Over 60 per cent of our traffic comes through mobile”

With a clear focus on the cities and towns across India, and mobile medium, Amazon with KiranaNow we are aiming for 90-minute deliveries for everyday India aims to build brand essentials in Bengaluru. We also have loyalty through flash sales and Amazon Pickup across 50 cities now. superior shopping experience.. On Amazon’s online shopping By Ashwini Gangal festivals: Last year, we hosted the first ever aunched in India over two Online Shopping Dhamaka in India years back, Amazon.in offers and received an unprecedented nearly 30 million products. response. In May, we hosted The Edited Excerpts from a Great Indian Summer Sale which Lquick interview with Manish Kalra, received a response beyond our integrated marketing director, wildest imagination. Millions Amazon India, and former marketing of customers from across the head, MakeMyTrip.com. country benefited from hundreds of deals on lakhs of products On his goals: and ‘Pehle App’ offerings. The Our vision is to enable any customer ‘new-to-mobile’ customers grew to discover and buy anything that six-fold and ‘new-to-Amazon. he/she wishes to buy online. While in’ customers jumped by 400 per building a great on-site experience, cent. we are also focused on building an impactful brand experience. Our On the recent Great Indian brand tells a story that customers Freedom Sale: feel connected to, in a manner that is The first day of The Great India simple and relevant. It’s about being Freedom Sale was the biggest day in a part of their lives at the right time the history of Amazon in India. The and at the right place, whether it is first two days combined, were 50 through properties like IPL, Amazon per cent bigger, in terms of sales, as India Fashion Week or our ATL compared to the first two days of the campaigns. Summer Sale and eight times bigger than the previous week. On generating brand loyalty in a We are also witnessing millions of discount/deal-driven world: new customers from smaller towns Price is just one determining factor. in these places, our app is now one delivery front: transacting on the Amazon app for How soon the product is available for of the lightest in the industry, with We pioneered premium, guaranteed the first time. delivery, how fast we deliver, how some of the lowest page latency delivery services in India including The total number of new convenient and easy it is to order, rates. We’re continuously focused on the ‘two-day delivery’ and ‘one-day customers to the site grew by 33 per and trust in the payment methods... making our app fast and easy to use. delivery’ services for items fulfilled cent, of which 65 per cent came via all these are equally important All our development and by Amazon. We launched ‘one-day the app. Of the new customers, 70 parameters for customers. We believe innovation is app-first, and it delivery’ in December 2013 - within per cent came from tier II and tier it is the value, both from a price, and will continue to be our flagship just six months of our India launch - III towns. overall experience viewpoint, that experience. However, we will enable with one lakh products; today, over The emerging categories on impacts a customer’s choice. our customers to shop anytime, eight lakh products are eligible for Amazon.in, like large appliances, anywhere and in any way they want, next-day guaranteed delivery across automotive products and software On the pros and cons of an app- including a mobile and a desktop site. hundreds of pin codes in India. products, witnessed a four-fold jump only model: Some of the other areas of focus More than 70 per cent of our during the event days; a majority of Over 60 per cent of our traffic comes will be around the unique capabilities customer demand is already eligible sellers too witnessed a steep increase through mobile phones and there of mobile, such as location awareness, for next-day shipping on products in sales during the event. is a steady and sharp increase in the camera and voice, to help transform fulfilled by Amazon. We also have number of customers, the quantum the shopping experience dramatically. Scheduled Delivery, Release Day, On the future of ‘flash sales’, or of shopping and the repeat-customer and Midnight Delivery. We offer ‘artificially generated scarcity’: rate on our app, month-on-month. On the ‘promise of time’ on the Sunday Delivery in close to 200 These events have developed This is only expected to grow. as platforms where millions of With over 50 per cent of our customers come to discover and traffic coming from tier II and tier We are also witnessing millions of new take advantage of great deals across III towns, the size and speed of the customers from smaller towns transacting multiple categories. There is growing app and payments are top focus areas. trust that they will get great deals. „ Given the poor network conditions on the Amazon app for the first time. [email protected]

30 afaqs! Reporter, September 16-30, 2015

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Post: Copy writer Email: [email protected] Exp: 1 to 3 yrs. Company: Imagic Communications Company: Films Rajendraa ...... Location: Prabhadevi, Mumbai Private Limited Profile: The potential candidate Post: Social Media Executive Email: [email protected] Profile:Client Servicing-Operation should possess… The ability Company: Grasshoppers India Pvt...... Management. Should be fluent to write good, clear copy for Ltd. Post: UI Designer in written and spoken English. documentary films, TVCs, Profile: Planning & Implementing Company: CMC Ltd (A Tata Manage daily business operations & corporate films, etc. He/she Social Media Strategies on various Enterprise) projects. Intermediate between the should be able to write concept social networks [Facebook, Twitter, Profile: Excellent English and client and agency. and treatment notes on various Youtube, Linkedin, Pinterest, Hindi language speaking skills Exp: 2 to 4 yrs. projects Excellent teamwork, Google+ Instagram etc.] Running Good skills in understanding Location: New Delhi communication and interpersonal Social media Ad campaigns on customer requirement/ gathering Email: [email protected] skills; Logic, creativity and the above platforms Develop requirements Usability design, Web ...... imagination; Ability to work under fresh content & ideas to help design, Graphic design, illustration Post: Sr. Sales Executives / Sales pressure and meet tight deadlines brands achieve their digital media and print-page design skills Skills in Manager (Business Development) Exp: 2 to 6 yrs. objectives Building relations with paper based wire frames designs Company: Sunny Advertising Location: New Delhi Online Influence-rs Exp: 2 to 5 yrs. Profile: Must have a minimum of Email: iinfo@filmsrajendraa.com Exp: 2 to 3 yrs. Location: Noida 3 yrs of experience (of Business ...... Location: New Delhi Email: naseemuddin.qureshi@ Development) preferably in an Post: Business Developer Manager Email: [email protected] cmcltd.com advertising agency or Publication. – Events & Promotions ...... Should possess excellent Company: Radius Events Post: Graphic Designer Post: Creative supervisor networking skills & a go-getter Profile: He/she should be able Company: Thoughtrains Designs Company: Geek Creative Agency attitude. to generate new business and Pvt. Ltd Profile: Manages daily operations You will have to develop new should have minimum 2-3 Profile: To Create Imaginative in a department responsible for business, pitch for new clients, years of experience Excellent Layouts for Posters, Brochures, creative works, including audience make presentations, proposals & communications skill both verbal & Logo Designs, Re Touching, promotions and advertising. service some of the existing clients. written. Strong and visually superior Color Corrections.Good hand in Oversees print production, graphic Exp: 3 to 6 yrs. presentation skills Analytical mind Photoshop, illustrator, Coreldraw. arts, and desktop publishing. Assists Location: Mumbai with quick turnaround abilities Exp: 3 to 5 yrs. with audience research and develops Email: [email protected] Exp: 2 to 3 yrs. Location: Navi Mumbai,Vashi creative briefs and design concepts ...... Location: New Delhi Email: [email protected] to meet business objectives. Email: [email protected] ...... Requires a bachelor’s degree with ...... Post: Social Media – Copy Writer at least 5 years of experience in the Post: Senior Media Executive (Location Pune) field. Company: Adsyndicate Services Pvt Company: Paradigm Plus Marketing Exp: 5 to 6 yrs. Ltd Communications Pvt. Ltd. Location: Bengaluru Profile: Senior Media Executive Profile: To strategise and ideate Email: [email protected] position are responsible for day to Digital campaigns Concepts and ...... (9(1*22'&$1! day billing. Timely follow up for Copy should be his/her strength Post: Digital Marketing Manager *(7%(77(5 the payment with client. Resolve Demonstrate full understanding Company: Millennium Automation any issue with publication / client of client’s business and proactively and Systems Ltd for smooth work flow. bring forth ideas for higher Profile: Plan and execute all web, Exp: 2 to 3 yrs. engagement opportunities with the SEO/SEM, marketing database, Location: Mumbai aundiences online. Good knowledge email, social media and display Email: [email protected] of various social media tools advertising campaigns. Design, ...... Exp: 2 to 3 yrs. build and maintain our social media TO ADVERTISE, CONTACT: Post: Client Servicing Executives Location: Pune presence. Measure and report Abhilash Singh Company: Mag Communications Email: [email protected] performance of all digital marketing Ph: 09999989454 (P) Ltd ...... campaigns. Identify trends and Email: [email protected] Profile: Young and dynamic Post: Visualizer - Print/Web/Mobile insights, and optimize spend and Sumeet Chandiramani professionals with a strong urge apps UI media performance based on the insights. (Mumbai) Ph: 09820590172 for growth in advertising industry. Company: Vakils Premedia Pvt. Ltd. Brainstorm new and creative Email: [email protected] Should have a pleasing personality Profile:- Understand the brief of the growth strategies. [email protected] and effective communication client and transform them to UI Exp: 2 to 3 yrs. skills. Prior experience of handling designs. Understand the concept Location: New Delhi To view other jobs in Marketing, clients is a must. Knowledge of in angle of Print/Web/Apps media. Email: vasanti@milleniumsystem. Media and Advertising, log on to: www.jobswitch.in local language would be an added Create design solutions from concept com advantage. to production. Working Knowledge ...... Join us on : facebook.com/jobswitch Exp: 2 to 5 yrs. of Photoshop is essential. InDesign Post: Client Servicing Executive / Location: Bengaluru would be added advantage Senior Client Servicing

afaqs! Reporter, September 16-30, 2015 33 3(23/(

A round up of some major people >> MOVEMENTS/APPOINTMENTS<< movements in the last fortnight ADVERTISING MEDIA enoy Roychowdhury, executive director at HT Tania Sinha joining Genesis as head, client he Audit Bureau BMedia and whole time director of Hindustan servicing. Tof Circulation Media Ventures, has Wunderman India has appointed Manoj (ABC) has been unanimously Mansukhani as managing director of Wunderman unanimously elected as chairman of International India. Based in Delhi, he succeeds elected Shashidhar the Board of ASCI in Rahul Guha and will report to Martin Conneen, Sinha, CEO, IPG a board meeting. As a president of Wunderman Asia Pacific. Mediabrands, as member of the board Mansukhani will lead Wunderman India’s chairman for the of governors for four operations, as well as consolidate the network’s year 2015-2016, years, he has repre- current offerings. He will work to further develop effective September sented print media and Wunderman’s e-commerce offering. 9. The announcement SHASHIDHAR SINHA provided active support Ghosh brings along 15 years of experience of was made at ABC’s to self regulation. having worked in several large network agencies 67th annual general LinEngage, the such as Grey, Mudra, Rediffusion Y&R, Ogilvy meeting, where the BENOY ROYCHOWDHURY experiential marketing and JWT. organisation also and activation arm of thought blurb, a formally launched its Mullen Lowe Lintas Group, has announced the Mumbai-based full- digital measurement appointment of Sriharsh Grandhe as executive service design and services for publishers. vice president. Based in Mumbai, he will be advertising agency, Sundeep Malhotra reporting to Vikas Mehta, CMO and president, has appointed Rajan has decided to move group marketing services, Mullen Lowe Lintas Narayan as its chief on from digital Group. executive officer. commerce company Prior to joining LinEngage, Grandhe was with An experienced HomeShop 18, as SUNDEEP MALHOTRA the WPP firm Possible Worldwide Singapore communications founder and CEO. as the engagement director. At Possible, he professional, Narayan He was at the helm was managing the global roll-out of Standard has worked on several for nine years, during which he turned Chartered’s responsive website, a first in the national and global HomeShop18 into a multi-screen digital banking domain across 55 countries in APAC, RAJAN NARAYANAN brands at FCB Ulka, commerce platform. He is believed to be EMEA and the Americas. McCann Erickson, venturing into the online content space. Genesis Advertising, Kolkata, has appointed Young and Rubicam, Lintas, Ogilvy and Mather Millward Brown has appointed Shaveta Roop Ghosh as branch head. Ghosh was and Business India Group at leadership positions Bhardwaj as managing director, Mumbai. formerly AVP and client services director at for over 20 years. Prior to this, he was the president Bhardwaj also joins JWT. This news follows close on the heels of and CEO of Quadrant Communications. „ the Millward Brown South Asia board. She has been with DIGITAL Millward Brown since March 2014. nline marketplace Snapdeal has announced appointments. While Manish Chaturvedi moves Prior to that, she has Othe appointment of Rajiv Mangla as in as chief sales officer from American Express, had significant stints chief technology officer. He will establish the Mrinal Sinha has been elevated from head of at Colgate, Nielsen, company’s technical vision and lead all aspects strategy to chief operating officer. Johnson & Johnson, of the company’s Chaturvedi’s role will be to drive acceptance of and IMRB. technological MobiKwik wallet across formats and industries, SHAVETA BHARDWAJ ZenithOptimedia development. Prior besides managing key initiatives with banks and India has announced to this, Mangla has government entities. He has two decades of the appointment of Ajit Gurnani as managing spent about 10 years experience in the payments business and was partner and branch head, ZO West. He will be at Adobe Systems most recently director - global merchant services based in Mumbai and will report to managing where he most at American Express. director Hari Krishnan. He will also be branch recently served as Sinha’s new role within the company will head, west and will be based in Mumbai. „ VP, engineering and involve directing, administering and coordinating digital marketing. the operational activities of the business. He will He has also been an also have the mandate to drive multiple CXO- entrepreneur for 10 CHAKRAPANI GOLLAPALI level functions at MobiKwik. He has eleven years years and founded a of experience in the industry. Hungama Digital Services (HDS) has brought couple of companies. on board Surya Narayanan as head of business. Yatra.com has announced the appointment of He comes with over 12 years of experience having Chakrapani Gollapali as chief business officer, worked in countries such as India, Indonesia, holidays. A former Microsoft India executive, Kenya and West Africa. He has also worked with he will be responsible for strategic direction, creative agencies like JWT and Leo Burnett. operational execution and the overall business Hyper local mobile marketplace, Zopper has results for the holiday unit of Yatra. appointed Harneet Singh as its chief business He comes on board with over two decades of officer. He will spearhead sales, marketing, experience in technology, mobile and consumer operations and PR verticals. Singh joins Zopper businesses. In his last role, he served as the from Domino’s Pizza India where he was senior country general manager for Microsoft India. vice president – marketing, e-commerce, new MobiKwik, an independent mobile payments product development and PR. Prior to that, he SURYA NARAYANAN HARNEET SINGH network, has announced key executive also worked with Kohler India and TVS Motors. „

34 afaqs! Reporter, September 16-30, 2015               >      

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