July 16-31, 2016 Volume 5, Issue 3 `100

INTERVIEW 6 SATYA RAGHAVAN Head of Content, Entertainment, YouTube India

MICROMAX 16 Bridging the Gap It is not necessary to use English always.

AIRBNB 8 Home and Hearth Don’t just go to a place. ‘Live’ there. 12

COVERFOX

Subscriber copy not for resale Subscriber copy not “IN INDIA, Stalking Netizens Check out this humorous, call-to-action ad. WE ARE STILL SRINIVISAN SWAMY Recognition 14 VIACOM 18 New Entertainer 21 TODDLERS” CAMPAIGN TRAIL Google’s video platform finally has New Ads 22 competition. Need team YouTube worry? BY INVITATION 10 Most Watched Ads 24 editorial

This fortnight... Volume 5, Issue 3 EDITOR omeone famous once said – We are all products of our time and creatures of habit. Sreekant Khandekar S Almost everything we find ourselves doing, thinking and feeling can be made sense PUBLISHER Prasanna Singh July 16-31, 2016 Volume 5, Issue 3 `100 of if we look at it through the lens of this truism. The saying also makes me wonder what 6 INTERVIEW EXECUTIVE EDITOR SATYA RAGHAVAN the likes of Kanan Gill and Lilly Singh would have done with their talents had they Head of Content, Ashwini Gangal Entertainment, YouTube India belonged to the pre-internet, no-YouTube world.

MICROMAX PRODUCTION EXECUTIVE 16 Bridging the Gap It is not necessary to use English always. Andrias Kisku The advent of the ‘YouTube star’ began only post 2013, in this market. Before ADVERTISING ENQUIRIES that, as YouTube India’s content head Satya Raghavan points out during the course of Shubham Garg 81301 66777 (M) AIRBNB 8 Home and Hearth this interview, people used the platform primarily as a convenient place to catch up on Don’t just go to a place. ‘Live’ there. Apoorv Kulshrestha 12 television content that they couldn’t watch on ‘the tube’ – ironically enough, that’s old 9873824700 (M) world slang for ‘television’ – as scheduled. Noida

COVERFOX Pradeep Hegde Subscriber copy not for resale Subscriber copy not “IN INDIA, Stalking Netizens Check out this humorous, call-to-action ad. 9833933577 (M) WE ARE STILL SRINIVISAN SWAMY Post 2013, Google’s YouTube became home to independently created, original Recognition 14 Mumbai VIACOM 18 New Entertainer 21 TODDLERS” CAMPAIGN TRAIL content, largely in the comedy, music and entertainment space. The popularity of some Google’s video platform finally has New Ads 22 [email protected] competition. Need team YouTube worry? BY INVITATION 10 Most Watched Ads 24 of these creators is comparable to, and in many cases more than, that of mainstream MARKETING OFFICE television stars. And that’s pretty much the premise and promise of YouTube, world over B&B Genesis, A 12/13, Ground Floor, Sector - 16 – people like you and me can put content on the platform and stake claim to stardom. Noida - 201301 The “ultimate platform”, in Satya’s view, is one where there is no one between creator and consumer. MUMBAI 302, Makani Center, 3rd Floor, Off Linking Road, Bandra (W), From ‘catch up TV’ to original content, YouTube has come a long way in India, Mumbai - 400050 over the course of 11 years. After basking in its glorious monopoly for the better part of SUBSCRIPTION ENQUIRIES that period, today, the brand has competition pouring in from all sides – whether it’s Akhilesh Singh Facebook video, the video-on-demand platforms of broadcasters, or newer independently- [email protected]

run streaming platforms, content creators now have a choice. Owned by Banyan Netfaqs Pvt Ltd and Printed and published by Prasanna Singh, Satya is unperturbed, though. Categorically skirting our questions about Facebook’s at 7-A/13, Ch. Ratan Singh Complex, three-second model – a suspiciously low threshold for a ‘video view’ – he tells us, instead, Jawala Heri Market, Paschim Vihar, New Delhi-110 063. why now’s a great time to be an Indian content creator. Printed at Cirrus Graphics Private Limited Can’t argue with that, though. B-61, Sector 67, Noida (U.P.), 201301

Ashwini Gangal [email protected] CONTENTS 14 10

ENGLISH GECs Problems Galore The challenges that face English general entertainment channels are not insurmountable but hinder growth.

20 23

SPICEJET Cruise Comfort The airline has rolled out a new television campaign that STAR INDIA 18 VARUNA PUMPS-SCARECROW TATA SALT focusses on its new feature, Sporting a New Look Water, Water... Energy Pops SpiceMax. How will fliers STAR’s new channels will Client and agency join hands The Puri Rath Yatra led respond? beam only global sports. to banish thirst. to this campaign.

afaqs! Reporter, July 16-31, 2 0 1 6 5 digital MICROMAX Bridging the Language Divide Micromax, a brand that has sold many a phone on the back of white models, now gets Kapil Sharma to say #AngrezipantiKoAngootha. How? By Suraj Ramnath

icromax Informatics, He further adds, an Indian mobile “We realised that “There are a couple Mmaker, recently a lot of people in of mis-steps in the ad. launched a digital campaign Firstly, the product #AngrezipantiKoAngootha for its the small and big connect is absent. Why Canvas Unite 4 Series, featuring towns are not is Micromax suddenly comedian Kapil Sharma. The brand evangelising Hindi? has also launched its TVC, which really comfortable Is it because its phone doesn’t feature Sharma though. The with English.” supports Hindi? Where campaigns have been conceptualised is that mentioned? by Creativeland Asia. SHUBHAJIT SEN Secondly, after all Micromax, in the past, has been this ‘gyaan’ about the known for making all its ads with their local language rather than in national language, the link to the white models. But now, the brand, English.” Snapdeal site selling the phone opens in its new campaign, is saying in English. If it was really serious #AngrezipantiKoAngootha dikhao, SO, WHY WAS SHARMA NOT about this issue, then it should have to promote its multi-language IN THE TVC? made sure its actions matched its supported mobile Canvas Unite 4 Sen says, “The digital campaign words. The phone’s interface, too, Series. featuring Sharma went above one- is in English. Is this just a campaign, Talking about the reason behind and-a-half minutes, and that could or is this Micromax’s stand? Will not sticking to ‘Nuts. Guts. Glory’ as have not been run as a TVC. all Micromax ads be in Hindi a tagline for this campaign, and going Moreover, the ad doesn’t have the henceforth?” with #AngrezipantiKoAngootha product features and the same has Carlton D’Silva, chief executive dikhao campaign, Shubhajit Sen, been blended into the TVC.” officer and chief creative officer, chief marketing officer, Micromax We asked our experts about the Hungama Digital Services, says, Informatics, says, “We realised that execution of the digital campaign. “The execution was alright, nothing not all types of advertising will Saji Abraham, executive director, spectacular. It feels like the film was appeal to all types of people. The Lowe Lintas, says that although the executed as per the script.” communication has to be different ad is well-executed, and the topic is He further adds, “Just putting for every product launch.” pertinent, it has not been handled a film online does not make it a Abraham (above) and D’Silva: not impressed He further adds, “We realised that well. “It’s disappointing from the digital campaign. This campaign has a lot of people in the small and big point of view of both a product, as no legs online apart from the film. towns are not really comfortable with well as the context. It looks and feels If the idea is to start a revolution contest. To be honest, I don’t see any English. They can talk in English, real and the performances are very against ‘Angrezipanti’, it has surely strategy here.” but have trouble typing messages. Is it a good idea to have Kapil There is no separate target group Sharma in the film? based on demographics because they The brand promotes its multi-language D’Silva says, “(Kapil) Sharma does are cut across different towns and supported mobile Canvas Unite 4 Series have an internet following, but he has cities.” a greater following in the ‘outernet’. Sharing data with afaqs! regarding good. The topic that was chosen, chosen the wrong medium to do the With Sharma in the ad, the consumer the social media, Sen says, “Seventy which was to shame people who do same. The campaign is non-existent expects a funny situation. But, apart per cent of all YouTube content is not understand English is a relevant on its website, as well as the place from the last bit, he ends up being non-English, while 40 per cent of and interesting one. However, it is a where the brand should be building a too preachy. Anyone could have been the messages on WhatsApp are not complex nuanced issue and the way revolution, the social media (Twitter used in the film for that matter and in English. So, there is a section the ad solves it is unfortunately as and Facebook). What was the hashtag saved a fair bit of money in the of people who are certainly more nuanced as the axe Sharma wields in meant for? Currently, I only see bargain.” n comfortable communicating in the film,” says Abraham. the hashtag accompanying a ‘Sultan’ [email protected]

6 afaqs! Reporter, July 16-31, 2 0 1 6

advertising AIRBNB Home and Hearth Airbnb has recently launched a campaign — ‘Don’t go there. Live there’. By Ashee Sharma

strategic market for us. With internet scenario, insists Bajaj, is no different. penetration, the economy, and travel “Almost half a million Indians and tourism taking off in a big way, have already tried Airbnb. There’s we feel it is the right time for us to also a great demand for our services invest more in ad-marketing. The from the 230 million millennials in challenge is to educate people about urban India,” he says, adding that the concept and benefits of home- “while most of the travel originates sharing, and that is our priority right in the top 10-12 cities, the host now,” he shares. community is spread rather evenly While this one’s an international across the over 100 cities that we ad, the next phase of the campaign, have reached so far.” Bajaj tells us, will showcase Airbnb It is true that Airbnb is a disruptor guest and host stories across multiple in the global travel and tourism mediums, and many of them will landscape, and its appeal has been be India-specific. “Even though growing steadily in India as well. But, this campaign is global, it has been the disparity is huge. As compared to The objective of this campaign is to help people re-imagine travel. herever you go - go is to help people re-imagine travel,” executed in a manner that will appeal the 18,000 India listings, Paris alone, with all your heart,” said says Amanpreet Bajaj, country to everyone. Our research shows as a city, has over 80,000. WConfucius. In its ongoing manager - India, Airbnb. “Today, that the favourite international For Bajaj, however, this is a global campaign, which is also travel is no more about checking a destinations among Indians include great opportunity. “Indians have running in the India market, online to-do list or standing in long queues Paris, New York, and London, and travelled to more than 160 countries marketplace and community-driven to get a glimpse of what everyone the ad talks about two of these cities,” on Airbnb, and what we have seen hospitality website Airbnb, echoes else also wants to see. It’s about he states. is that they are like any other global the same thought - ‘Don’t go there, authentic, local and personalised traveller seeking adventure and live there...’ experiences. It’s as much about the THE GLOBAL INDIAN unique experiences wherever they Conceptualised by TBWA\Chiat\ neighbourhood, as it is about home TRAVELLER go. Now the only challenge for Day Los Angeles, the 360-degree or where you stay,” he adds. Talking about the TG, Bajaj us is to understand their specific campaign is simultaneously running shares that Airbnb has quite a diverse needs and offer relevant services,” in the United States, the United INDIA FOCUS guest and host community in India. he remarks. Kingdom, Germany, Australia, Currently, the Airbnb home- Whether it’s the elderly or the young, Airbnb’s research has shown that China, France, Korea, and India. sharing model has made inroads working professionals or students, over 39 per cent Indians prefer While Airbnb has not made any into 191 countries, 34,000 cities, and the platform has been gaining travelling as couples and 34 per formal announcements about its two million homes across the globe. traction among all segments. cent travel in groups, and hence, India plans, the fact that it should Last year was a banner year for the Even though, one is likely to they prefer apartments with feature in the above list, is testimony brand as far as growth in Asia and assume that safety concerns would kitchen facility for accommodation. to the importance of this market for India is concerned. The India listings result in a lopsided gender ratio of Moreover, they also approach the California-based brand. grew by 115 per cent to over 18,000. users worldwide, over 53 per cent travel agents to seek counselling In the ad, the brand name has Further, there has been more than of Airbnb guests and 55 per cent of for both domestic and international been used as a verb, and a voiceover 180 per cent (year-on-year) growth hosts are women. This is thanks to travel. highlights the benefits of ‘Airbnb’ing’ in inbound and outbound travel a 24x7 global safety team across time Looking at these trends, the brand in different locations over using using the platform. zones, efficient payment tools, and tied-up with Thomas Cook in India other conventional means. It urges Bajaj believes that given the vibrant other programmes such as the ‘host to give people an option to book people not to ‘tour’, ‘go to’, or ‘do’ a culture and hospitality of India, it can guarantee system’ (which covers an Airbnb through a Thomas Cook place, but to ‘live’ there instead. be best ‘experienced’ only through losses of up to a million dollars) that agent. n “The objective of this campaign a platform like Airbnb. “India is a the website has in place. The India- [email protected]

8 afaqs! Reporter, July 16-31, 2 0 1 6 MAKE YOUR WAY INTO THEIR HOMES THIS AADI

“Aadi is the best season because people know they are given genuine discounts. During the festive season, advertising with The Hindu has helped us a lot. We have grown with The Hindu.” -Mr. Nitesh Giria, Managing Director, GIRIAS

FOR ADVERTISING ENQUIRIES, CONTACT: The Hindu & Businessline: Sober Vijay - [email protected] | 97109 11977 The Hindu Tamil: Sivakumar - [email protected] | 97890 56544 16th Jul - 16th Aug media publishing ENGLISH GECS Problems Galore Players in the genre cite ratings, monetisation, marketing, and piracy among the biggest challenges. By Anirban Roy Choudhury

he English entertainment genre, which is currently Tworth `350-400 crore in terms of ad spends, is expected to secure 20 per cent growth in FY ‘16-’17. The genre has many players contesting for a part of the pie. As per expert analysis, Star holds 40-50 per cent of market share, followed by Zee. The rest of the channels share similar rate fair share. This will ensure more As per the 2015-16 FICCI- investments in the genre and greater KPMG report, the genre holds 0.5 value to the consumers.” per cent market share in terms of The English entertainment viewership, a little over English content, and the genre as a whole News (0.3 per cent), and below the witness very little marketing, and the infotainment genre (1.1 per cent). “I see English advent of digital, considered a threat As per the 2014-15 FICCI-KPMG for the industry, will actually boost report, the viewership share of entertainment it, opines Srivastava. English entertainment genre was 0.9 Piracy, too, continues to per cent. It is worth mentioning that continue to stay be a teething issue for the genre. the rating body has changed and niche at least in the Globally, there has been not much the latest report reflects Broadcast respite, notwithstanding various Audience Research Council (BARC) foreseeable future.” collaborations, and the story is no India numbers, while earlier, it was different in India. ‘Torrenting’ ASHISH BHASIN as per the TAM analysis. continues to grow, and hence, relaying The new rating measurement shows on TV gets very little traction. system has not done much good to considering the original show route Saurabh Yagnik, EVP and the English entertainment genre and at this stage. Times Network’s business head, English cluster, Sony the low number in terms of ratings senior vice-president, English Pictures Networks, feels that piracy has emerged as a big challenge. Cluster, Vivek Srivastava, says, “We can become larger than ever if steps Ferzad Palia, head, youth and are not close to creating original are not taken. “People need to realise English entertainment, Viacom18, English content at this stage. Most that it costs to create content and all feels the English entertainment genre of the original content that has been players in the value chain need to be should not talk the rating language. He produced has been with a Bollywood remunerated for the content created says, “I doubt if the audience that the celebrity. We can call for the model and distributed,” says Yagnik. English entertainment genre caters to to be successful when we can create The size of the universe is the biggest will be comfortable with installing the content without a Bollywood star, challenge for the genre according to meter (Bar-o-meter) in their homes. which makes business sense.” Ashish Bhasin, chairman and CEO, Yes, there are some clients who look at According to Srivastava, the Dentsu Aegis Network South Asia. Srivastava (above) and Sharma: the ratings, but for us, it’s primarily on biggest challenge for the genre at “On one side, we have the Hindi keeping an eye the basis of perception.” this stage is monetisation. He says, GECs which cater to the masses, and As per the ratings, the English- “The content that the English on the other, we have the English Asia, the type of content offered is entertainment genre catering to a very a massive challenge for the genre. Apart from ratings, content acquisition small universe. It needs to expand its “The type of content which gets universe. I see English entertainment aired appeals only to certain types costs are also a big challenge for the genre. continue to stay niche at least in the of audience. A large part of Indian foreseeable future,” he says. society is not able to relate to situations viewing audience is close to 20 entertainment genre is offering is Original content has the shown in the English entertainment million, which is an innocuous premium, and the audience it is potential to be a boon for the genre. Indians, in general, are very number vis-à-vis the reality. catering to is the top of the pyramid English entertainment genre as per melodramatic and we often find that Apart from ratings, content with maximum disposable income. Bhasin’s assessment. “There is very if a show is too subtle it doesn’t work acquisition costs are also a big This is certainly a more premium little original and relevant content that well,” he says. challenge for the genre. Over the last combination compared to Hindi produced in India. I feel broadcasters Though there is plenty of hope and three years, the content acquisition or any other regional language, but should create more original content, promise, the English entertainment costs have gone up by at least 50 per the revenue that we (the English which will help get a new set of genre in Indian television is at a cent. In such a scenario, a mix of entertainment genre) make does not audience and drive a conversation strategic investment stage and one acquired and created content can be reflect that. We (the industry at large) which will help the genre,” he says. can only wait for the returns in due a healthy one, feels Palia. have to value our content more, and According to Kartik Sharma, course.n Times Network though, is not pitch more aggressively to get our managing director, Maxus South [email protected]

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

digital COVERFOX ‘Stalking’ Netizens This call-to-action, humour-laden digital campaign has been created by BBH. By Sunit Roy

hen was the last time through the month of July. you surfed for a certain Russell Barrett, managing partner Wsomething on an and chief creative officer, BBH India, e-commerce portal, didn’t purchase says, “Since our objective was to it, but found the item ‘following’ remind people, and not to advertise a you around online, over the next few feature, we chose to create videos that weeks? were virtually unskippable. We kept Giving boring email/telephonic them short enough to deliver the reminders a skip, online insurance entire message within 6.5 seconds.” portal Coverfox.com (vehicle, Experts call this technique health, travel, and life) took this ‘re-targetting’. Adds Barrett, “As very concept to create an interesting digital campaign around it. Titled ‘Coverfox Videobomber’ (with good reason!), the recently launched, ongoing campaign comprises customised ads that virtually ‘follow’ netizens around across the web pages they browse - all in a bid to remind them to renew their insurance. It is ‘customised’ because the ads are specifically targetted at people who visited Coverfox.com, but didn’t get around to renewing their insurance. Created by BBH India, the ads include 10 YouTube pre-rolls (each of which is 6.5 seconds-long), as well as web banners. soon as the idea In the video, a Coverfox employee was conceived, vows to place reminders all over the we realised that internet, in order to help customers we were at a place catch their deadline. These reminder where traditional ads then show up in popular videos rules don’t apply. all through the week, each time the Our single- customer visits YouTube. minded objective Some may call it online ‘stalking’ was to surprise because the ads practically take over people.” the internet experience of the target About the consumers, and they sure appear to process, he Doshi (above) and Barrett: the be hard to ignore. says, “We went videobombers Jaimit Doshi, chief marketing through trending topics and viral CAN ‘CONSUMER- officer, Coverfox.com, says, videos that have been popular in STALKING’ BE COOL? “Consumers are exposed to several India over the past two years. While Campaigns like these can Media Group, says, “Advertising oscillate between cool and creepy. A is meant to be disruptive, yet we look at what our digital experts say consume what appeals to us. Online The ads include 10 YouTube pre-rolls about it. video advertising is no different. (each of which is 6.5 seconds-long) Nimesh Shah, head maven, However, if you are powering it Windchimes Communications, a with some data intelligence, based communication messages every we were tempted to make many digital agency, says, “We all know on what one has just consumed or day, and insurance as a sector, is no more videos, we carefully chose advertising relies on exaggeration historically consumed, it will be all different. The task was, therefore, the ones that could grab the most to ensure better registration of the the more relevant.” to ensure that we reach out to our attention. And, in order to heighten brand with the consumer. I consider To Nair, this campaign makes the audience in an innovative way which the surprise, we only chose those slapstick as exaggerated humour, and best use of the insights that the brand results in action. In true Coverfox videos that couldn’t pass off as TV which is what the brand (Coverfox) team may have had at its disposal and style, we thought why not make it a commercials,” Barrett recalls. has relied on to communicate the has used the most effective format - bit fun. And, we chose YouTube as a The toughest part, Barrett message.” video. medium because that’s where people says, was “culling it down to 10 Can digital campaigns like these “If one finds it disruptive, there is go for fun and light browsing.” films; if we could, we would have offend netizens? Sudhir Nair, always an Alt-Tab,” Nair says. n The campaign will be active made 50 more.” managing director - digital, Omnicom [email protected]

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

advertising SPICEJET Cruise Comfort The airline has rolled out a new TV campaign that focusses on its new feature SpiceMax. By Aditi Srivastava

o you travel frequently officer, SpiceJet, adds, for work or pleasure to “Our campaign mirrors Ddestinations that you have “We want to reach the spirit of celebrating never visited before replete with out to every Indian everyday moments with meticulous planning to the last SpiceJet. Through fun, detail? Yet, somehow, you miss the who is waiting engaging, and slice- flight that you were supposed to to experience the of-life situations, the board due to long, unending commercial persuades queues, or that even after red-hot spicy affair the consumer to paying a hefty ticket price, with SpiceJet.” make a smarter choice the in-flight meals on offer AJAY SINGH by choosing to fly are bland, and that there with us. Publicis has is insufficient legroom for done a fabulous job your tired feet. SpiceMax offers better comfort director, SpiceJet, says, “It is our conceiving a campaign Hinged on such common regular and the much-needed convenience grand vision to make every Indian which offers the perfect balance of airport and in-flight scenarios is to passengers through an array of fly, which comes with the added messaging and drama.” low-cost airline SpiceJet’s latest services which can be availed of responsibility of re-phrasing ‘luxury’ Sharing his views on the recent television campaign (there are four by passengers at the airport for a for our customers. Underlining campaign, Hemant Misra, CEO, ads) to promote its new one-of-a- nominal add-on fee starting at `500 minor details goes a long way in Publicis Capital, opines, “Our kind offering, SpiceMax, that enables and going up to `1,000 per sector that adding value to the ‘experience’ mandate was not just about creating passengers to have a happy flight stands relative to the aircraft and the a brand renders and that is what communication for these key wherever they want to go. flight length. The amenities included our efforts are driven at. We want differentiators, but to also provide The over thirty-second long within SpiceMax are priority check- to reach out to every Indian who consumers with a compelling TVC created by Publicis Capital in, priority baggage delivery, extra is waiting to experience the red- argument about why SpiceJet is and directed by Karan Shetty of legroom, and complimentary meal hot spicy affair with SpiceJet, and the right choice for them. A strong Fingerprint Films (the production and beverage. our campaign adds a more exciting consumer insight is what was house) focusses on SpiceMax, Commenting on the campaign, flavour to our sustained efforts.” required.” n SpiceJet’s new product offering. Ajay Singh, chairman and managing Debojo Maharshi, chief marketing [email protected]

and development of the SRINIVASAN K SWAMY advertising industry, was president of the AAAI for three consecutive Honours & Recognition terms (2004 - 2007) and continues to take active Swamy to be conferred with AAAI Lifetime Achievement Award 2016 interest in the activities of the AAAI. for his contribution to the advertising industry. By News Bureau Swamy’s list of important appointments is rinivasan K Swamy, popularly known as advertising industry. The award was instituted in long. He is vice-chairman Swamy: inspirational Sundar Swamy, has been adjudged by the 1988 by AAAI, and there have been 23 recipients of the Advertising SAdvertising Agencies Association of India for the award so far. Standards Council of India (ASCI), and a board (AAAI) to be the recipient for this year’s AAAI The AAAI Lifetime Achievement Award will member of the Audit Bureau of Circulations. He Lifetime Achievement Award. The award is be presented to Swamy on July 29, 2016, in was also president of the All India Management the highest honour given to an individual in Mumbai. Swamy, who has been active in various Association (AIMA) during 2008-09. n India for his/her outstanding contribution to the industry bodies working towards the growth [email protected]

14 afaqs! Reporter, July 16-31, 2 0 1 6

“In India, we are RAGHAV BAHL FOUNDER, QUINTILLION still toddlers” INTERVIEW SATYA RAGHAVAN Head of Content, Entertainment, YouTube India

cent in terms of watch-time (the time Over to Satya Raghavan, head Google’s video platform finally has people spent on watching a video) of content, entertainment, YouTube competition. Need team YouTube worry? and about 90 per cent for content India to answer some questions. uploaded. Sure, YouTube is too large Edited Excerpts from an interview: By Anirban Roy Choudhury to suffer any instant dent, but over time, could the collective exodus If you were to revisit YouTube’s of content – and with it, eyeballs 11-year-long stay in India so far, ot very long ago, hardly any serious rivalry in this and advertisers – have a cumulative would you see clear phases of online video in India market, competition is pouring effect on the platform? After all, a growth? What might they be? was synonymous in from every side. There’s arch- consumer can only download these In India, we have had two phases. with Google’s video nemesis Facebook, an oft-bashed many apps on her mobile. The first one is clearly till 2013 platform YouTube. yet popular video destination for when the majority of the content on NThis platform was also the place brands. And there’s a bunch of new YouTube was catch-up television, that offered sanctuary to those who digital platforms that threatens to “It is good for movies, music, news, sports and were rejected by broadcasters but rival YouTube India, each in its own things like that. Post 2013, the true continued to dream of big things small way. Broadcasters are going to the creators of ‘original content creator revolution’ for the content they created. This town promoting their own video-on- began. Around 2014, the first set phenomenon saw a breed of demand mobile apps; consequently, content if they of comedy creators – guys like AIB entertainers emerge - we know them YouTube is losing its crown as the make more money and TVF – started to emerge. Their today as digital content creators. destination for ‘catch-up TV’. videos started to become popular Today, however, after over At present, YouTube India claims elsewhere.” and people like you and me started a decade during which there was a year-on-year growth of about 80 per thinking, ‘Hey, wait, it’s normal

16 afaqs! Reporter, July 16-31, 2 0 1 6 coverstory people who’re becoming popular on challenge Facebook on this? YouTube.’ So pre-2013 and post- Advertisers have faith in our 2013 are two distinct phases of proposition. I would not like to growth for YouTube India. comment on or challenge Facebook’s three-second model or any other YouTube’s recent tie-ups with model of any other platform. content creators like OML (Only Much Louder), Culture Machine, Alright, let’s talk about YouTube, Qyuki and TVF to create original then. How have marketers in content seem like a direct India reacted to YouTube’s new reaction to broadcasters taking six-second ad format? How are their TV content onto other they using it? platforms (like Hotstar, Voot, It’s been two quarters since we Sony Liv, Spuul, Ditto, NxtGtv, launched it. The six-second bumper Ozee) because they believe your ad format is working well in India. monetisation rates are too low... Brands are using it to create impact. Not really. These people were The YouTube consumer expects always there on the platform and they great content, be it creator’s content are an integral part of our ecosystem. or an advertisement. The six-second Working with them is business as bumper ad offers quality ad content. usual. It’s too soon to say the format has But yes, what we did differently reached its full potential, but it’s last year after seeing the rise in being received well. comedy content was that we started a show called Comedy Hunt where What do you think are the biggest our top comedy content creators challenges for YouTube India called for the next generation of the given the current online video same. We partnered with OML for ecosystem? this. This year we are partnering The biggest challenge at this with Qyuki to start something called moment is to ensure that every Jammin’, which will be in the original connected consumer gets to access all music space. the available content on the platform. It is good for the creators if they The other challenge is to get creators make more money elsewhere. We from across the country. feel happy whenever a content creator gets a good deal. We don’t Which brings us to the issue of believe in holding people on the connectivity. In the background platform and preventing them from of the unhappiness with 3G going away. They are entrepreneurs, speeds, do you think 4G will they own their channel, and can use single day. really make a big difference to it the way they want. Besides getting “I don’t think Our creators are also present on video consumption? revenue, building a community is social platforms, and we see creators Everything depends on also very important for them. YouTube using those platforms to bring traffic connectivity. With this evolution of to their channels on YouTube. 4G a whole lot of people will have Who will hold the IP to these needs to pitch And since the format is native, the access to good connectivity, which aforementioned shows? What to content algorithms don’t affect them. they will use to access platforms like is the business model of these Our approach is just to continue YouTube. I think there will surely be associations? creators at all...” doing what we have been doing. a surge in consumption. The IP will be with the content Give creators a platform and help creators. them become brands. In terms of content, creators and Anything that goes on YouTube attack from every conceivable consumption, how is the Indian is done via a sponsor or advertiser- direction. Facebook, Amazon, If you had to convince content digital video market different driven model. We do the sales of the Snapchat, Netflix, Twitter – creators to come to YouTube from other major markets? properties – we go to the advertisers everyone wants a piece of the and not go somewhere else, India is the only country where and tell them about the association action in digital video. Why now? what would your pitch be? How you will find so many languages. we’re doing and discuss the And do you see them as playing is all this competition affecting Regional language content will spell deliverables. There’s a lot of target the same game as you? YouTube’s attitude to business? some great success stories in the next inventory that advertisers can use. I would not know the motivations I don’t think YouTube needs to five to six years in India. Consider Laughter Games, a recent of others to launch their platforms. pitch to content creators at all… We innovation. We had nine comedy We are focused on doing our thing don’t pitch to any content creator to Right, but isn’t content in regional web series launching at the same and are least worried about new stay on our platform. languages mostly limited to TV time – two on Culture Machine platforms being launched. But it’s The competition is not affecting shows and movies? channels, six on OML channels great that so many platforms are our business model at all. We will Actually, growth in the regional and one independent channel. The looking for Indian content creators. continue to not restrict our content language market is following the same advertisers (Mirinda and Kit Kat) It’s a great moment for the creators creators in any way. pattern that content in the Hindi were present on all nine channels. and the consumers. market did. That is, first traditional This is 100 per cent share of voice For the creators, the scale of Facebook defines a video view as media content comes to YouTube for them. engagement with YouTube is anything that is watched for three because broadcasters distribute and drastically different from that with seconds. Agencies, advertisers promote it, and then there’s a wave YouTube has reigned other platforms. They are doing a and even members of the media, of original content creators putting unchallenged for years and now show a year on other platforms, but are questioning this. Why is suddenly it seems to be under are doing things with YouTube every YouTube silent? Why doesn’t it continued on page 18 >>

afaqs! Reporter, July 16-31, 2 0 1 6 17 media STAR SPORTS Sporting a New Look Star Sports Select HD 1 and Star Sports Select HD 2, the two new channels Star is launching, will telecast only international sports. By News Bureau

tar is now launching two new Select was launched in India by channels Star Sports Select Star as its third English movie offering “We will telecast as SHD 1 and Star Sports Select in the form of Star Movies Select many as 300 BPL HD 2 for its international sports HD. The brand, which described portfolio. The channels will telecast itself as a ‘premium’ channel, was matches this time.” neither cricket, nor kabaddi, as it launched last August (2015). A year NITIN KUKREJA aims for uninterrupted coverage of later, Star is now launching two new international sports. To start with, Select products to support the Sports Star will have BPL, Bundesliga, and offering. “We will telecast as many as you create consumer value can you Formula 1. So, from movies to sports? “It’s an 300 BPL matches this time; then start creating monetising value,” “We recognise the passionate extension of the Star Sports brand, we will show lots more of the believes Kukreja. international sports fans in India, yes, it’s a fact that it happened to formula One coverage, as well as The channel will promote the and Star Sports Select HD and Star be in the movies space, too, but it the Grand Slams (lawn tennis), launches with aggressive cross Sports Select HD 2 are all about platform marketing. “The metro giving due consideration to those Star Sports Select HD channels will cities will play an important part, fans,” says Nitin Kukreja, CEO Star and will be the centre of our target, Sports. He further adds, “Apart from launch in the first week of August but apart from the metros, we will that, it’s also about celebrating their also focus on footballing zones such fandom and passion and giving them caters to a select group there as well. and the Bundesliga coverage. We as the North-East, West Bengal, and lots more which we could not over It is called Select because there is a will also have international talk Kerala. We will launch the campaigns the last three years.” distinct set of people versus those shows, as well as home-grown this week, and will announce that Star Sports Select HD channels who are watching kabaddi or cricket. ones,” says Kukreja as he shares the there are two channels launching will launch in the first week of And, there will be a clear differentiation programming strategy. exclusively for this fan base,” August, and will be available on all on what these channels show vis-a-vis Besides ad rates and revenue, it he adds. n major DTH and cable platforms. the rest of the channels,” Kukreja adds. is creating consumer value. “Once [email protected]

<< continued from page 17 web series. Women’s lifestyle is dominated by beauty while men’s lifestyle is ruled by tech and gadget-related content. “In India, we are still toddlers” You never know what can emerge as the next big thing and that is the beauty of the platform. regional content onto the platform. we see some differences in usage. Globally, ‘kids un-boxing’ is big We’re not surprised; we were For instance, many youngsters (that is, videos of children opening expecting this to happen. are using the offline feature by up boxes!)… We haven’t seen downloading videos on their mobile anything of that sort in India as yet Where is the India market through wi-fi and watching them but I won’t be surprised if we do, headed? Is there a certain later. Now with the Smart Offline because kids-related content is big standard pattern in which feature, they can queue videos for in India. markets across the world are download and watch them at night evolving? Is the pattern of when the data cost is low. Lastly, video consumption in video viewing/profile of viewers India is galloping but is content different on the smartphone Cooking recipes, uncensored creation able to keep pace? Have versus the desktop? comedy, independent musicians, the rules of successful content In India, we are still toddlers. content for kids – where do you creation changed? What’s your The opportunity to grow is huge. see the next pool of content advice to creators? Broadly, India is following global creators coming from? What Create content that’s patterns. will the next big thing on conversational and interactive. It is Yes, mobile is a key medium here YouTube be? “It’s important also important to have a consistent and a lot of our thinking will be The verticals we’re focused to make sure the upload schedule. around it. Right now, a little over 55 on include traditional media Even for us, it’s important to per cent of our (YouTube India’s) content like catch-up television, creators we work have content that’s sustainable. It’s consumption happens on mobile. It movies, music, news and sports, important to make sure the creators mirrors the smart phone revolution as well as native content created with release we work with release videos in India. around genres like comedy, regularly. n While the profile of viewers is the kids, food, independent/original videos regularly.” [email protected] same across mobile and the desktop, music, lifestyle, short films and

18 afaqs! Reporter, July 16-31, 2 0 1 6

advertising VARUNA PUMPS Water, Water... Client and agency join hands to extend the campaign to TV and cinema screens. By Aditi Srivastava

hen the well is dry, we know the worth of water,” Wsaid renowned polymath Benjamin Franklin. He has been proved right. Today, people are seen grappling with the issue of water consumption and water conservation in different parts of India. Water is a scarce commodity, hence, the ordeal of having to deal with its shortage and/or wastage is a ‘pressure’ many of us face almost every day. Centered around 21st century India’s water woes, Varuna Pumps, a popular brand of pumps and motors, has joined hands with Scarecrow Communications to convey how in order to help the masses, the brand is doing its bit by shouldering the responsibility of bringing water to the nearest possible location for them. The brand had rolled out a radio- only campaign last year called ‘Paani Ka Pressure Hum Lete Hai’, featuring popular Hindi film actors Om Puri and Rohini Hattangadi as the campaign’s audio ambassadors. The campaign consisted of seven long- format radio spots which narrated Gajjar (above) and Bhatt: solving the various water-related hassles While Rukmi Bai’s story is set basic plot simple as air time on radio water woes faced by different stakeholders, end- in the Rann Of Kutch where she is much more economical compared users, intermediaries, and influencers has to walk miles merely to fetch a to TV, and that in a short span, the — farmer, mechanic, dealer, master, pot of water, Jasmine Aunty seems importance, as well as the symbolic having to face the pressure while society, husband, and wife, with the to feel helpless battling arthritis reference for the product had to be even men could be going through brand trying to establish a connect which makes it difficult for her brought about. the same grind. If both mediums with all of them. to bring a bucket of water to her At present, the TVCs have been were to be compared, Sharda prefers The communication was built fourth floor home in Mumbai’s Parsi released in Hindi, as well as in the TVCs, which according to her, around the idea that all of them faced Colony in Dadar. Both films have several regional languages including convey the message better since different kinds of pressures everyday; been produced by Dileep Nair of Tamil, Malayalam, Telugu, and television helps establish the needed and therefore, to let Varuna Pumps production house Escaping Elephant, Kannada. The brand has also released emotional connect. tackle the pressure of dealing with while Vibhu Puri has directed the 30-second TVCs across more than Talking about both the actors, their water woes. films. Monty Sharma has lent the 1,800 screens during the intermission Sharda adds, “...But, they have been Varun Gajjar, director, marketing used (especially, Om Puri) in the and sales, Varuna Pumps, opines, The films address both ends of the spectrum way they have always been used. I “We believe that every household remember a cement commercial in in India has battled water scarcity in — rural, as well as urban consumers which Puri starred and the style was one form or the other. Looking at the background score, and Savita Singh of the Salman Khan-starrer film similar. I would’ve loved to see them brand’s significant presence in the is the director of photography. Sultan from July 6. Besides this, being used in a never-before way.” domestic usage segment, our films When asked about the shift in the TVCs will also be played during To the question as to “why Varuna have strategically chosen to address medium from audio to visual, Manish the intermission of the Tamil movie Pumps is missing in the ads”, she says, both ends of the spectrum — rural, Bhatt, founder-director, Scarecrow Kabali. The cities where the ads will “any pump brand would do that.” as well as urban consumers in India Communications, says, “Last year, be screened include Agra, Allahabad, John Thangaraj, executive — in an emotional manner.” we made a humble beginning for Buxar, Cuttack, and Darbhanga. planning director, North, FCB This year, the same campaign the campaign and wanted to focus Ulka, gives a thumbs-up to the has been further extended to on a low-cost medium with a high REPORT CARD visual framing, the sound design, television and cinema screens. emotional quotient. This year, we Ritu Sharda, senior executive and Om Puri’s instantly recognisable For this, the brand has rolled out decided to extend it to TV and creative director, BBDO India, voice, even as he feels that in two new television commercials cinema as well.” seems happy with the execution of terms of creating a compelling and (TVCs), with Om Puri’s voiceover, According to Bhatt, the main the TVCs, and in particular, with differentiated brand platform that is set in different locations across the challenge in this transition from the casting of the Gujarati couple. sustainable in the long run, the films country. Interestingly, the TVCs do audio to visual was that of getting On the other hand, Sharda wants to fall a bit short. n not feature Hattangadi’s voiceover. proper air time while keeping the know why the ads depict only women [email protected]

20 afaqs! Reporter, July 16-31, 2 0 1 6 media publishing VIACOM18 New Entertainer Viacom18 is going to launch Colors Super, a new Kannada channel. By News Bureau

ell-known singer of several Ravish Kumar, project head, best-selling albums Celine regional channels (Colors Kannada, offering, informs Kumar. “We will WDion had once said, “I’m Colors Super, and Colors Bangla), not monetise the two as a bundle “We are pumping over not in competition with anybody Viacom18. either. There are separate sales `5 crore into our but myself. My goal is to beat my “We were restricted by availability teams for both channels and they last performance.” Well, this seems of slots. There are so many other ideas will compete as they do with other ad campaign.” to be media Group Viacom18’s that we can innovate and offer to our competition. We have not yet reached RAVISH KUMAR business proposition for the Kannada viewers. In order to accommodate out to any brand. We will first build television market as well. them and extend our portfolio to the brand, and then decide ad rates,” After staying on top of the benefit our associations, we decided adds Kumar. a sizeable ad market, growing at a Broadcast Audience Research to launch another channel in the Colors Super will launch with CAGR of 15 per cent, similar to the Council (BARC) India ratings in same space,” Kumar further adds. four hours of original content per overall TV ad market, over the next the Kannada market with its GEC Viacom18 will promote Colors week and movie premieres on few years.” Colors Kannada, Viacom18 is now Super aggressively through all Sunday. Elaborating further, he states, all set to launch Colors Super, its platforms. “We will have multiple Sudhanshu Vats, Group CEO, “Colors Super will expand our second GEC in the Kannada market. agencies working with us. We are Viacom18, appeared bullish on the offering to both the viewer, by The channel will launch on July 24, pumping over `5 crore into our ad growth of the regional entertainment bringing in missing genres into 2016. campaign, and we will make sure we market as he asserts, “In terms of the market, and the advertiser, by So, will both channels compete announce the launch all across.” market size in the Indian television increasing the available ad inventory, with each other? “That’s the reason Colors Super and Colors Kannada scenario, regional entertainment as a thereby plugging in existing gaps in behind coming up with another will have different programming category is next only to Hindi general the current market.” n channel in the same space,” says teams looking after the content entertainment. This translates into [email protected] presents campaigntrail New campaigns across television, print, out-of-home and digital media. VIDEOS

INDUSIND BANK NIKE KFC The bank has launched an integrated ad campaign As part of its ‘Just Do It’ campaign, the brand has released The brand has rolled out an ad film featuring an endearing featuring Boman Irani and Farhan Akhtar for its service, an ad film ‘Da Da Ding’ featuring women athletes and deaf-and-mute character for promoting its product, ‘KFC’s ‘Fingerprint Banking’. Bollywood actor Deepika Padukone. The ad film showcases Friendship Bucket’. It conveys the message "Dost jitney Creative Agency: R K Swamy BBDO the unrelenting spirit of women in India, and aims to trigger alag hote hain, Friendship utni kamal ki hoti hai!" a movement to change the way sports is perceived in the Creative Agency: Ogilvy & Mather country. Creative Agency: Wieden + Kennedy Delhi

NESTLE CLEARTRIP BUDWEISER The company has rolled out an ad film for its Munch Nuts The online travel portal has recently launched ‘Cleartrip As part of its campaign, ‘Brewed The Hard Way’, the beer chocolate range narrating how the product came to be Local’. To educate the consumers about its new offering, brand has released three digital films featuring Masaba created. the brand has launched a new ad film that delves on the Gupta, Robin Singh, and Sahej Bakshi, better known as Creative Agency: J. Walter Thompson key brand proposition and highlights various services Dualist Inquiry that focus on ambition, authenticity and offered by Cleartrip. freedom. Creative Agency: Mullen Lintas Digital Agency: DigitasLBi

PRINT

TOP RAMEN ONSITEGO SCHOOL OF LIFE The NGO has rolled out a print ad which shows a girl being The brand has introduced a new flavour ‘Fiery Chilli’. The company has rolled out a print ad showing a window the victim of child abuse. The copy reads, ‘Child Abuse Through a print ad, the variant has been shown wrapped with scratch marks on the glass pane. The ad copy reads , Lasts a Lifetime’. Log on to www.schooloflife.org.in resembling a chilli on the fork. ‘Your mobile is your window to the world. Safeguard it’. Creative Agency: Ogilvy & Mather Creative Agency: Dentsu Communications Creative Agency: Bates CHI & Partners

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

22 afaqs! Reporter, July 16-31, 2 0 1 6 advertising TATA SALT through the Grand Road where the celebration takes place, until they reached the Gundicha temple. Energy Pops Commenting about the innovation, Sagar Boke, head, The salt brand, along with The Brand Brewery, launched ‘Sehat Ki Chuski’ marketing, consumer products business, Tata Chemicals, says campaign during the Jagannath Rath Yatra in Puri, Odisha. By Aditi Srivastava that providing energy bars that use Tata Salt as an ingredient was one t is believed that the Jagannath such step. “This not only created Rath Yatra or the Chariot Festival, a contextual product experience, Iorganised every year during the but also made the consumers’ Yatra months of June-July (coinciding experience more pleasant,” he says. with Ashada in the Hindu calendar) Hundred and thirty kilograms in Puri, Odisha, is dedicated to Lord of Tata Salt was used in making Jagannath, his brother Balabhadra, the branded ice pops which were and sister Devi Subhadra during manufactured at Kolkata and were which period they leave the Jagannath brought to Puri in freezer vans temple and reach their aunt’s house, before being handed out to pilgrims the Gundicha temple. from the three customised branded Owing to its immense popularity, Tata Salt carts. the Rath Yatra witnesses a huge Pradyumn Tandon, founder and number of footfalls in the city every director, The Brand Brewery, adds, year. Hinged on this insight, Tata Salt, “We wanted to create something the salt brand from Tata Chemicals, around the occasion that goes and The Brand Brewery, an of cost on the first two days of the beyond mere product sampling. experiential marketing agency, came religious congregation — July 6 and Hence, we came up with the idea together for the ‘Sehat Ki Chuski’ 7 — in order to keep them (the of ‘Energy Pops’ which would help campaign — a mobile on-ground pilgrims) hydrated during the entire them maintain their energy levels activation where one lakh branded two-kilometre long stretch from despite the sweltering heat.” n ‘Energy Pops’ were distributed free Lord Jagannath’s temple passing [email protected] ADVT. Zing ropes in Shraddha Kapoor as brand ambassador Zing’s new campaign puts the individuality of today’s youth under the spotlight.

National, July 2016: Zing, the popular youth Speaking about the channel now is to project the youth as dynamic, entertainment channel recently launched a brand same, Mr. Vishnu innovative and adaptive. Zing’s flagship show campaign and has roped in the versatile and Shankar, Business Pyar Tune Kya Kiya has been a slot leader and successful actress Shraddha Kapoor as their Head, Zing, says, will now be entering the next season with new brand ambassador. Keeping in mind the “Today’s youth voice new anchors and a different approach. A new changing audience perceptions and viewing their opinions on all youth based fiction show Aye Zindagi will be patterns, Zing has completely revamped itself to matters that concern added to the bouquet. This new show will have cater to today’s youth and what the youth them. They have a a fresh approach towards the youth and their believes in - IINDIVIDUALITY. Today the three large appetite for risk problems and how they deal with them. New most important things in a youth’s life are Vishnu Shankar and experimentation. Non-Fiction shows will also be added to the Career, Relationships and Attitude and keeping Their emphasis now current offering. that in mind the channel now flaunts its new is on being individualistic and being comfort- identity; THAT’S MY THING. The new able with it. Zing is aware and conscious of this Along with all this the channel will continue to tag-line rightly embodies the youth and their phenomenon. Thus, ‘That’s My Thing’ fits our stick to its core concept of entertaining the outlook. They are totally clear about what they brand identity. This campaign is fresh and audience with innovative content and music. want and how to achieve that. youthful keeping in mind the ideologies of With the brand campaign of the channel, Zing today’s generation.” has also devised a 360 degree marketing campaign which includes TV, Outdoor, Trade, With the change in positioning, Zing is altering DTH, Radio, Digital & Social Media activations. its programming patterns too. The focus of the

afaqs! Reporter, July 16-31, 2 0 1 6 23 byinvitation

GUEST ARTICLE Very Popular

Here are some of the top performing ads on YouTube, which have grabbed the attention of consumers in India. By Subrat Kar

henever I attend an industry event or talk with Cut above: The top 10 ads in June Wmy peers from the online video space, one of the things that 1. Google India 4. Scooty Gals - On Top of the 8. PNB Metlife - Anything Can keep popping up in conversations is The best advert of the month (according to Himalayas Happen in Life the exponential growth of internet me, at least!) is rightly at the top of the list Girl power — that’s what this one’s about. Funny and witty advertisements are always penetration in India in the past with over 4.5 million views on Facebook, Clocking over 9,50,000 views so far, this ad a hit with the internet audience. Insurance couple of years. The increased and 3.5 million on YouTube! Featuring actor showcases Scooty Zest and its durability brands usually play it safe with their ads, reach of social media to be precise. Vicky Kaushal (of ‘Masaan’ and ‘Raman even at high altitudes and rough terrain. but this one was a breeze of fresh air. I was part of a panel recently in an Raghav’ fame), and Marathi theatre artiste Video Stats Conveying a serious message despite a event where one of the hot topics Nandu Madhav, this touching story of a Views: 9,61,261 funny storyline, this one has been watched of discussion was — Advertising in father’s Bollywood dreams and his son’s Views per hour: 1,204 over 5,00,000 times on YouTube. this new age. Most people I talked attempts at making them a reality was Likes/Dislikes/Shares: 65/8/96 Video Stats to were of the opinion that creating shared extensively during Father’s Day. Views: 5,41,541 short-form advertisements is the way Created by the creative agency Lowe Lintas, 5. Spicejet TVC Views per hour: 807 to go for brands if they want to reach this advertisement is testimony to the power This one’s quite a predictable ad. However, Likes/Dislikes/Shares: 201/6/553 out to the millennials. of old-school storytelling. it is short, crisp, and well-executed, playing Video Stats 9. Raymond India The argument was that since the age-old men’s innuendo card. With over Views: 38,70,631 9,00,000 views, it is at the fifth spot. Father’s Day was a great time for brands millennials are on mobile most of the Views per hour: 8,877 Video Stats to test their advertising skills. Raymond, time and they love consuming short- Likes/Dislikes/Shares: Views: 9,31,156 with its famous ‘The Complete Man’ form content, longer ads are just 16,884/1,303/11,620 Views per hour: 3,210 tagline, did a brilliant job this time around, going to tick them off. The argument Likes/Dislikes/Shares: 31/4/49 dedicating the day to all the single mothers has its merits though. Someone 2. Xiaomi India out there who take the responsibility of pointed out that almost 10-15 per The month of June saw quite a few new 6. Tic Tac India being a father, as well as a mother in smartphones launched — Galaxy S7 edge, For quite some time, I have been wondering raising their kids. The 60-second ad created One Plus 3, and Redmi Note 3. With foot- why Tic Tac does not do a lot of video ads by Famous Innovations — a Mumbai-based Google India’s tapping background music and crisp editing, on the internet. Its target audience is mostly ad agency, has clocked over 4,50,000 Xiaomi’s advert for Redmi Note 3 has been on the internet, and if you ask me, it should views so far. Father’s Day watched over 1.5 million times so far! shift its focus to digital rather than TV. Its Video Stats Video Stats new ad has got over 8,20,000 views so far. Views: 4,89,391 video celebrating Views: 15,10,018 Video Stats Views per hour: 1248 Views per hour: 1,906 Views: 8,29,818 Likes/Dislikes/Shares: 587/188/1340 the father-son Likes/Dislikes/Shares: 61/6/8 Views per hour: 1,043 Likes/Dislikes/Shares: 27/15/24 10. Launching OnePlus 3 relationship was 3. Byju’s With over 300,000 views so far, this advert Whenever I used to travel to Bengaluru, I 7. Thank You Dad by Bankbazaar.com showcasing the much-awaited phone from right there at the remember watching the ads of Byju’s on Bankbazaar.com does not do a lot of video the One Plus family is at number 10. The hoardings and buses across the city. Good to advertising. You rarely see its ads on TV, 47-second ad has an incredible average see it try its hand at video ads now! Despite and even on its YouTube channel, there are watch time of 43 seconds, and with just top of the list! getting over 1.5 million views, this ad has hardly any videos that can be termed as ads. nine dislikes, it is pretty evident that people almost an equal number of likes and dislikes. This Father’s Day, it did this touching ad of quite liked it. Quite an old school ad with cent of data consumption on mobile Though, the mood of the advert should a father and son sitting by the fireside and just background music and the visuals of is because of video advertisements. probably be lightened up a little next time. talking about the importance of saving. One Plus 3; but hey, it does the job! In a country like ours where internet Video Stats Video Stats Video Stats bandwidth is one of the biggest Views: 16,64,295 Views: 8,07,105 Views: 3,15,825 deterrents for content consumption, Views per hour: 3,295 Views per hour: 1,754 Views per hour: 666 Likes/Dislikes/Shares: 182/4/352 Likes/Dislikes/Shares: 268/9/96 that’s a real problem! Likes/Dislikes/Shares: 38/35/5 The event was over and I headed Note: We have been tracking the performance of ads on YouTube for the past three months and there are a few back to the comfort of my home. Like brands that appear constantly in the list. These brands have a year-long advertising strategy, and therefore, would appear in the every month, our data analysis team list every month. That’s why, to keep the list a little fresh, I have excluded the ads by Airtel, Mountain Dew India, Lakme, and at Vidooly showed me the top video Hero Motor Corp in this list. advertisements that were doing the (The number of views/likes was not the only parameter basis which this list was created.) rounds on YouTube for the month of June, and surprise, surprise! The video celebrating the father-son combined! This just proves that best performing ad of the month was relationship was right there at the good storytelling can still do the job (The author is co-founder and CEO six minutes long! top of the list with over eight million no matter what the length of the at Vidooly, a YouTube audience Google India’s Father’s Day views on Facebook and YouTube advertisement is.n development and analytics firm)

24 afaqs! Reporter, July 16-31, 2016 jobswitch

Post: Sr. Copywriter (English) Profile: Build and execute social Instagram, Twitter and other high Profile: The job requires Company: 3 Dots Design media strategy through competitive traffic sites. Evaluating the quality involvement in the campaign Profile: Naturally creative research, platform determination, of traffic, products and services that building process across all mediums and passionate about the job bench marking, messaging and are being advertised or used in the — print, audio-visual and digital for (communication/advertising); ability audience identification. Generate, site/s. our select list of clients. to understand brief/requirements edit, publish and share daily content Exp: 4 to 5 yrs. Exp: 0 to 2 yrs. and quickly crack ideas; high sense (original text, images, video or Location: Ernakulam, Kerala Location: Gurgaon of responsibility towards deadlines HTML) that builds meaningful Email: [email protected] Email: triverse@triverseadvertising. & cracking bright ideas; should connections and encourages ...... com have a knack for experimenting and community members to take action...... explore new ways to communicate. Exp: 2 to 4 yrs. Post: Content Writers Exp: 4 to 5 yrs. Location: Mumbai Company: Stark Communications Post: Sr. Account Executive Location: Pune Email: [email protected] Pvt. Ltd Company: Indo Aryan Publicity Email: [email protected] ...... Profile: Being the client interface Profile: The ideal candidate would ...... and coordinating jobs on a daily be an MBA with around five years’ Post: Senior Manager / Manager - basis, having good communication experience in a reputable advertising Post: Graphic Designer / Visualizer Design skills, which translate into writing agency with exposure to BFSI Company: Wall Street Outdoor Company: Prime Focus creative brief. Ensuring optimum clients. S/he should possess the Solution Technologies traffic flow to facilitate creative ability to understand the client’s Profile: Interpreting the client’s Profile: Collaborate with Marketing processes and supporting areas of requirements and convert it into business needs and developing & Communications Managers functioning. inspiring briefs. a concept to suit their purpose. across the group for design, layout Exp: 1 to 2 yrs. Exp: 5 to 7 yrs. Thinking creatively to produce and production of marketing Location: Trivandrum, Kochi, Delhi Location: Mumbai, Bangalore, new ideas and concepts; good collateral. Understanding briefs Email: [email protected] Hyderabad presentation skills and the and ability to think and give form ...... Email: [email protected] confidence to explain and sell ideas to strong creative ideas in all to clients and colleagues; time media. Consistently deliver creative Post: Client Servicing Manager management skills and the ability to concepts that work across print, (Only female candidates should cope with several projects at a time. web and AV media apply) Exp: 4 to 3 yrs. Exp: 12 to 15 yrs. Company: Vision Force Location: Bangalore Location: Mumbai Profile: The client servicing Email: hr.wallstreetoutdoor@gmail. Email: [email protected] / executive shall be the one point of com [email protected] contact for the client; build internal ...... and external communication; regular meetings with clients for Post: Business Development Post: Senior Art Director work presentation. EVEN GOOD CAN! Manager Company: Quotient Exp: 3 to 4 yrs. GET BETTER Company: Coconut Media Box LLP Communications Pvt. Ltd. Location: Bhopal Profile: Generating new clientele Profile: The candidate will be Email: [email protected] for the company; should be able to responsible for running an art ...... understand clients and their needs. team of around 4-5 people and Present new products and services supervising all creative output Post: Vice President / Branch Head and enhance existing relationships. of the team. S/he will need to Company: Adgear Media Pvt Ltd Create new business opportunities independently handle large projects Profile: Primarily would with existing clientele; build and work with the team to come up be responsible for business relations with potential clients and with great ideas for various briefs. development activities and overall TO ADVERTISE, CONTACT: pitch them for business. Follow The candidate will also need to client servicing leading to client Abhilash Singh up with the client for the plans; handle photo shoots - photograph satisfaction and retentions for Ph: 09999989454 Email: [email protected] should be able make presentations selection, creative briefing, art Bangalore office. Sumeet Chandiramani to client and prepare case study of direction of the shoot, etc. Exp: 5 to 15 yrs. (Mumbai) the activity. Exp: 5 to 8 yrs. Location: Bangalore Ph: 09820590172 Exp: 1 to 3 yrs. Location: Mumbai Email: [email protected] Email: [email protected] Location: Mumbai Email: [email protected] ...... [email protected] Email: [email protected] ...... Post: Client Service Account To view other jobs in Marketing, Media and Advertising, log on to: Post: Senior Digital Media Head Managers / Client Service Executive www.jobswitch.in Post: Social Media Executive Company: Jelitta Publicity / Digital Executive / Account (Digital Guru) Profile: Responsible for online Planners Join us on : facebook.com/jobswitch Company: Guru Media And activities for clients in social media Company: Triverse Advertising Pvt. Entertainment platforms such as Facebook, Ltd.

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

A round up of some major people >> MOVEMENTS/APPOINTMENTS<< movements in the last fortnight

ADVERTISING Ogilvy & Mather career, Thangaraj has where he was executive gilvy & Mather has announced a new worked across the areas creative director, Omanagement structure for its flagship office of research, marketing, brings with him over - Ogilvy & Mather Mumbai. With effect from July account planning, and 16 years of industry 7, 2016, all Ogilvy & Mather Mumbai’s businesses media in companies experience. He has also and account management resources have been such as Quantum, worked at Ogilvy & brought together under five clusters, each headed adidas, Rediffusion, Mather, Leo Burnett, by an executive vice-president (EVP) and cluster Lowe Lintas, and Grey Worldwide, head. The five new EVPs and cluster heads include GroupM. Rediffusion-Y&R, and Abhik Santara, Ajay Menon, Hitesh Patel, Prakash Bates CHI & Partners, Nair, and VR Rajesh. They will work with Kunal Cheil India and handled clients TARVINDERJIT SINGH Jeswani, who is both CEO of Ogilvy India, as well In a move to strengthen JOHN THANGARAJ such as Chevrolet, as the head of office for Ogilvy Mumbai, to drive its senior creative team, Dettol, MetLife, UNICEF, Wrigley, Samsung, Ogilvy’s flagship Mumbai office. Cheil India has announced the appointments Uninor, Seagram, Perfetti, Airtel and Thums Up. of Tarvinderjit Singh and Siddharth Dyalchand Dyalchand comes with over 12 years experience FCB Ulka as executive creative director (ECD) and group in the industry. Prior to his recent appointment, he FCB Ulka Advertising has appointed John creative director, respectively. Both will report to was senior creative director at Havas Worldwide. Thangaraj as executive planning director — North. Sagar Mahabaleshwarkar, chief creative officer, He has also worked with JWT and Mudra He joins FCB Ulka from Mindshare, where he Cheil India. Communications, having handled brands such as was head of strategy, North. In his 14-year-old Singh, who joins from McCann Erickson Nestle, Fritolay, Nokia and Uninor. n DIGITAL MEDIA Razorfish worked in various capacities, and handled roles Information and Broadcasting Ministry azorfish, part in leadership positions which ranged from IT he media and entertainment industry Rof the Publicis. peripherals to mobile phones. He left Intex for a Twill now have a new face to work with Sapient platform, brief period to join AKAI, where he worked from following Narendra Modi’s cabinet reshuffle. has appointed January 2010, to August 2011, following which M Venkaiah Naidu has been sworn in as Mitika Malhotra he rejoined Intex as business head for its mobile the new Information and Broadcasting (I&B) as head of business division. Minister. This is in addition to the Urban development, North. Kalirona’s business acumen set trends in the Development Housing and Urban Poverty She will operate from industry and helped Intex Mobile diversify its Alleviation portfolio that he already handles. Razorfish India’s business. In the last four years, Intex Mobile has Finance Minister Arun Jaitley held the I&B Gurgaon office. grown 100 per cent year-on-year. portfolio before this. Malhotra has MITIKA MALHOTRA Rajyavardhan Singh Rathore will continue experience in IBT Media India to be the Minister of State, Information and strategy and business IBT Media India Broadcasting. n development across international and domestic has appointed Mohit markets, planning and implementing sales, and Hira as president marketing, and has played a vital role in carrying and country head of MEDIA PLANNING & BUYING forward business initiatives to support corporate its India operations. objectives. Prior to joining Razorfish, she was With seven digital Publicis Media Group head -- digital business, at Pulp Strategy editions in four ublicis Media India (an integrated marketing communications languages spread Precently announced agency), where she acquired, as well as grew across the globe, IBT the structure the accounts of Michelin, Rolls Royce, Yamaha Media specialises in and leadership Music India, SRS Group, and other small and real-time business MOHIT HIRA appointments for medium enterprises (SMEs). news, intelligence, Starcom India and and economic analyses. Its Indian edition (www. ZenithOptimedia. Zen Mobile ibtimes.co.in) headquarted in Bengaluru, and led Mallikarjun Das will Intex Mobile, the by Chandra Mohan, managing director, has been head Starcom India as smartphone division operational since 2011. Group chief executive MALLIKARJUN DAS of Intex Technologies Hira, in his last assignment was chief executive officer, while Tanmay (India), has just and publisher of the RP-Sanjiv Goenka-owned Mohanty will head witnessed the exit of its Open Media Network which publishes the ZenithOptimedia as Group chief executive business head Sanjay Open Magazine. Hira was also responsible for officer. Kumar Kalirona, re-launching Open’s website, strengthening its Sarfaraz Khimani and Pallav Jain, both who has decided to sales team and re-positioning the brand. Before as co-chief executive officer, Performics. move on. He will joining Open, he was CEO at Hungama Digital Convonix. They will report to Das. join Zen Mobile as Services (HDS), and digital head at J Walter Basabdatta Chowdhuri, who now takes on chief operating officer SANJAY KUMAR KALIRONA Thompson India, as well as regional business the role of national chief operating officer, (COO) and will head on the Airtel account. Hira had joined Starcom India. She will also report to Das. operate from Zen Mobile’s New Delhi office. JWT from NIIT, where he was president of its ZenithOptimedia’s managing director Hari Kalirona has had a long association with Intex. B2C global online learning business that he had Krishnan is moving on to pursue other During his more than 15-year stint there, he has started. n opportunities. n

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