August 1-15, 2013 Volume 2, Issue 6 `100

This report of the Indian newspaper industry analyses English, Hindi and regional newspaper publishing and identifies the promise and challenge each faces.

35 8 28 38 PLUS SPICE MOBILE The Handset Tease 4

BOXTV Opening Up the Box 10

AAJ TAK Famous Fans 14 INTERVIEW PROFILE INTERVIEW Raj Nayak Vikrant Khanna Viren Popli ZEE NEWS The Colors CEO talks about HomeShop18’s new CMO A frank chat on learning from what the future holds. on the journey so far. a new business. A Funny Take 37

EDITORIAL

This fortnight... Volume 2, Issue 6

was a journalist in the print medium for 20 years before I set up afaqs! True, I EDITOR I had worked in magazines, not newspapers. Still, that doesn’t change the fact that I Sreekant Khandekar

August 1-15, 2013 Volume 2, Issue 6 `100 enjoyed print and was enchanted by it. PUBLISHER Prasanna Singh Of the moments from my rural reporting days in Madhya Pradesh and Rajasthan, SENIOR LAYOUT ARTIST one I recall is when the bus from the city disgorged a bundle of newspapers at large Vinay Dominic villages each morning. There was palpable excitement. Soon, the village literate would PRODUCTION EXECUTIVE loudly read out the day’s news to a circle of patient listeners. It was a sight that could Andrias Kisku be seen in countless villages and small towns. ADVERTISING ENQUIRIES Rahul Puri, (0120) 4077833, 4077866 This report of the Indian newspaper industry analyses I shouldn’t romanticise that time too much. The Hindi dailies of that time were Noida English, Hindi and regional newspaper publishing and identifies the promise and challenge each faces. shabby. The journalists had appallingly low salaries. There was a sense of defeat about Arunima Bhattacharya, (022) 40429702-5 the paper. Mumbai

35 8 28 38 PLUS [email protected] SPICE MOBILE The Handset Tease 4 Having seen what they once were, I admire how Hindi and regional dailies have BOXTV Opening Up the Box 10 MARKETING OFFICE AAJ TAK transformed themselves. Remember that the bulk of them are owned by families which Famous Fans 14 B-3, First Floor, Sector-4, Noida-201301. INTERVIEW PROFILE INTERVIEW Raj Nayak Vikrant Khanna Viren Popli ZEE NEWS The Colors CEO talks about HomeShop18’s new CMO A frank chat on learning from A Funny Take 37 are extremely conservative. They were used to having their way. They made and Tel: (0120) 4077800. what the future holds. on the journey so far. a new business. destroyed local leaders. People were in awe of their clout. MUMBAI 501-502, Makani Center, 5th Floor, As their ambition to expand grew, so did their need for money. They had to accept Off Linking Road, Bandra (W), that lenders and investors would demand discipline. They would ask uncomfortable questions and sit on Mumbai - 400050 Tel: +91-22-40429 709 - 712 their company Boards. Every question was probably an affront but over time they learnt to swallow their BENGALURU pride and get on with it. The newer generation is of course more open. S-1, New Bridge Corporate Centre, 777 D, 100 ft Road, Indira Nagar, The fate of any daily is ultimately tied to the fortunes of its readers. Everything else being equal, a daily Bengaluru - 560038, India in a rich state will do better than another in a poor geography. Owners of Hindi dailies and those in other SUBSCRIPTION ENQUIRIES languages just hated the disparity in ad rates with English newspapers. They fought, they argued, they Akhilesh Singh, (0120) 4077837 made presentations, they advertised in trade media. It is paying off. The gap in ad rates between Hindi [email protected] and English has narrowed considerably. It has also worked because people in smaller towns are growing Owned by Banyan Netfaqs Pvt Ltd and affluent and advertisers will pay to reach them. Regional dailies still have their battles to fight. Printed and published by Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, The way in which the markets in small towns are booming is fascinating. It is a still unfolding story Jawala Heri Market, Paschim Vihar, and one that I look forward to witnessing and understanding. New Delhi-110 063.

Printed at Cirrus Graphics Private Limited B-61, Sector 67, Noida (U.P.), 201301 Sreekant Khandekar Cover Illustration [email protected] Tiffin Box CONTENTS 8 PLUS

NISSAN MICRA Tough Manoeuvre 6 GOOGLE VS FACEBOOK Choosing Wisely BAJAJ ELECTRICALS Which would you Golden Oldie 12 choose for advertising your wares? SKUNKWORKS CHALLENGE 24 And the Winners are... 16 MOVIE TIE-INS 32 26 Running with Brands PARLE G What is about the movie on Knowledge Partner 18 the Flying Sikh and brands? 9XM MAHINDRA 20 Games They are Playing 37 Driving Stories KOTAK MAHINDRA BANK FOOD M&M associated with The Junior Savers When in Rome... RED FM 48 Hour Film Project for the Catching them young and Restaurant chains are going XUV500. promoting the saving habit. veggie with a vengeance. Crime Check 40

afaqs! Reporter, August 1-15, 2013 3 1(:6$'9(57,6,1* SPICE MOBILE The Handset Tease As yet another handset brand takes on competition in its communication, we wonder what makes ‘potshot advertising’ such an attractive option for some. By Ashwini Gangal

here’s the good ol’ comparison advertising - equals. With handset brands, though, in which the screen is split in two halves and it’s invariably a smaller, Indian brand Tyou feel like you’re in a classroom. There’s that challenges a larger player. ‘me too’ advertising - read: most men’s deodorant This could very well be because ads. And then there’s ‘potshot advertising’ - where of the obvious disparity between beeps and pixels are abused. the high end brands that have been In its latest commercial for the Pinnacle series, around for a while and the newer, Spice Mobile goes beyond just rattling off its more affordable crop. “This is a product features and takes a dig at Nokia and David and Goliath play,” reasons Samsung, with the help of the humble beep. Harish Bijoor, brand expert and Karbonn Mobiles did something similar for CEO, Harish Bijoor Consults Inc. its Android A1 phone in the past. The object of “When you don’t have enough the brand’s wit at the time was Apple’s iPhone money to play with, you play with 4. Micromax took an overt dig at the price of creative armour. Maybe even armour Apple’s iPhone through a print ad for its A70. that stands out like a sore thumb.” More recently, Micromax crafted a television Secondly, at the technology level, commercial for its Ninja 3.5 and 4.0 that was Indian handset players are making satirically crafted on the lines of Samsung’s film noteworthy efforts to catch up with for its Galaxy Y smartphone. WHAT IS IT ABOUT HANDSETS? the giants. That’s probably why handset brands “We wanted to be candid and bold,” says Sapna hat is it about the handset category that make no qualms about openly comparing their Sharma, marketing head, devices, S Mobility. Wmakes ‘potshot advertising’ such a popular features with those offered by competing brands, “Besides promoting our product features, the tactic? While superficial analysis may lead one at product launches and press events. In their ads, objective is to stand tight as a brand that offers to attribute this to category competition, there though, these comparisons are cloaked under the best in technology and to disassociate Spice certainly is more to it. humorous gimmicks. from other home-grown brands that speak more One factor is size. While brands from other Also, generally speaking, not all brands benefit or less the same language as one another. We categories have taken to such gimmicks in the past from such communication tactics. The type of already have a strong hold in the entry segment; (‘sweet versus strong’ battle between Pepsi and brand that stands to gain the most is either an simultaneously, we want to target the premium Thums Up or the infamous Rin-Tide war), it has obvious challenger brand, say a new entrant in audience (SEC AB), too,” she explains. almost always been a fight between equals or near a given category (consider the Mac versus PC series) or a clear ‘No. 2’ brand that is famously known to be just one step behind reigning competition (say, in the case of the print war between Avis and Hertz). Or, a brand that has little or nothing to lose by taking a dig at a much bigger player and consequently admitting its ‘smaller brand’ status. In this case, the brand actually benefits by just indicating that its product features are even comparable to that of iconic brands. According to Naresh Gupta, managing partner SUSHIL KUMAR FOTOCORP FOTOCORP SUSHIL KUMAR L-R: Sharma, Bijoor, Gupta, Kapoor and Upputuru FRQWLQXHGRQSDJH>>

1(:6$'9(57,6,1* NISSAN MICRA Tough Manoeuvre Nissan’s new film for the Micra introduces new product features and attempts to position it as a tough car. By Ashwini Gangal

they didn’t feel confident it could handle a long- distance, intercity drive. “The new version looks more masculine, virile and aggressive. It has viewer attention. Besides TV, the media mix been modified to be a fitting answer to the ‘non- includes print and digital. roads’ of India. And, we have added a fair bit of steroids to hatchback advertising!” he says. Micra HARD HIT? is targeted at hatchback consumers in the B and he picturesque locales seem to have impressed B+ segments. Tour reviewers. Here’s what they said about the other aspects. Anupama Ramaswamy, group creative director, Cheil India, calls it one of the “nicer looking auto “The campaign ads.” She goes on, “The music is cute; it’s the aims to give the reason the ad gets noticed. And the contrast of the speed with the soundtrack makes it a watchable Micra a sporty commercial.” ne doesn’t typically associate hatchbacks and macho However, Ramaswamy goes on to critique the with aggression, but Nissan Micra is stance.” ‘tag’ idea, saying nothing can compare to the Nike trying hard at it in its latest film. Tag ad. “After Nike Tag, everything looks like a O NITISH TIPNIS Called ‘Tag on Wheels’, the film shows four cheap version of one of the most amazing ideas Micras playing a game of tag on the streets of Nike had thrown at us.” she explains. Jaisalmer, showing off the car’s manoeuverability. Will it make consumers re-assess the Micra, Towards the end, a voiceover says, ‘The New though? “Consumers will definitely find this to Nissan Micra. Play Hard’ as the same words appear be a cool and sporty commercial - I wouldn’t call on the screen. “We have added a it macho or aggressive. In the segment in which The objective is to showcase the recently fair bit of steroids it operates, where functional, ‘value for money’ re-launched version of Micra which, has new propositions are more obvious choices, this will features such as the Continuously Variable to hatchback stick out,” she grants. Transmission (CVT) gearbox, LED taillights, advertising!” Dheeraj Sinha, chief strategy officer, Grey reverse parking camera, piano black finish console PARIXIT South and Southeast Asia, notices that the ad is a and Bluetooth connectivity. departure from its previous feature-and-celebrity BHATTACHARYA According to Nitish Tipnis, director, sales and driven communication. For him, it’s the idea marketing, Hover Automotive India, the campaign of playing tag that takes precedence. “I guess it aims to give the Micra ‘a sporty and macho stance’ brings out the agility and fun factor of the car,” he (something the earlier version of the car arguably Jaisalmer was selected as the best location to explains, adding, “I personally didn’t register too lacked). shoot this film not just for its grandeur and beauty many features, I was busy following the chase, and Parixit Bhattacharya, chief creative officer, but also for its topography - the city has roads all the India-kitsch elements that were thrown in.” TBWA India (the agency that has created this without tarmac, winding by-lanes in the fort areas Sinha opines that it’s a “visually arresting and campaign), hopes that the ad will get people to and narrow cobble-stoned lanes that lend a big well shot ad.” Though he is not a big fan of re-evaluate the Micra. “Earlier, purely going by breadth of driving surface options. using international models for products targeted at the way it looked, Micra, with its ‘soft’ exteriors, It was a conscious decision not to feature brand Indians, the ad certainly gave him what he calls a was perceived as a ‘cutesy’ car,” he says. This ambassador Ranbir Kapoor in the film as the romantic view of India through a foreigner’s eye. „ dissuaded a lot of prospective buyers because agency was keen to keep the car at the centre of [email protected]

1(:6',*,7$/ GOOGLE VS FACEBOOK Choosing Wisely This article is aimed not at digital experts but at those of us who wish someone would explain the essentials of choosing between advertising on either platform. By Satrajit Sen

dvertisers in the online world are spoilt What choice advertisers make depends on their intends to buy a related product at that point in for choice. They can use large sites or a communication objective for the brand. time. Advertising on Google is focused around Awhole bunch of specialised websites, both the click and what happens after that, rather than large and small, to reach consumers with every BRAND OBJECTIVE just the impressions. Facebook, on the contrary, conceivable interest. However, few media plans n Google, advertisers could play it in one of delivers a lot of value through engagement on the are complete without including either Google Otwo ways. If the aim is customer acquisition, platform itself. or Facebook - or both - because the two are so the click through would lead to a destination dominant on the web. In India, they are estimated where he can complete a transaction. IIf,f, CATEGORIESCA to take in about two third of the total advertising on the other hand, the aimm is brandbrannd o whatwh kind of brand should rupees. communication, the visitorr wouwouldld Schoosechoo which platform? In 2012, Google earned nearly $44 billion from be led to a case study, video,ideo, WhileWh search is great for advertising worldwide as opposed to just over $5 or a brand engagement-basedsed pureppur customer acquisition, billion for Facebook. The latter is much smaller mobile or social app. FacebookFaF works better in but plays a special role in India, which has the Advertising onn theth traditional Awareness, second highest number of active Facebook users Facebook is similar to Interest,I Desire and after United States. the targeting practised ActionA (AIDA) cycle. The two come under the ‘search’ and ‘paid on TV. A marketer on Categories that are hot social’ categories respectively and, in GroupM social media site could ono Google include real parlance, would fall under ‘biddable media’. While target, for example, males estate,e financial services, search includes Google, Yahoo! and Bing, paid older than 25 years livingg telecomte and gadgets, social media includes Twitter and YouTube other in Mumbai and like scubaba automobilesau and travel. than Facebook. YouTube is unique in that, besides diving. The big difference,nce, FacebookFFace has attracted large being the second largest search engine it also has a as opposed to Google, is thatthat marketersmarke of FMCGs who social leg given the vast quantity of user generated the audience may be rightght butbut have beenbee hesitant to advertise content it attracts and the platform’s sociability. that does not mean that thethe personperson online untiluntil now. It is also popular withwith ee-commercecommerce players in the apparel and lifestyle area. ADVERTISING PARADIGM SEASONALITY What to look for while choosing the platform he grapevine has it that during festivals, Facebook works better, while during Impact Areas Google AdWords Facebook Ads T admissions, Google does a great job for institutes Objective Intent-based customer acquisition Demographic targeting that advertise. So how important is timing while Category BFSI, Real Estate, Telecom and E-commerce, Apparel, Lifestyle and advertising on either platform? Gadgets, Auto and Travel Aspirational Brands Facebook in India has about 60 million active Timing Seasonality has more impact Life cycle of the consumer users while Google reaches probably 90 per cent Brand Size Big pocketed players can bid for the Not much of a difference as large brands of the internet population of India. But seasonality costliest keywords. could target based on gender and age on impacts search more than it does in social media. Facebook, while a smaller brand will target Google works well when you know for sure precise audience on the platform that intent based searches will happen - for Key Driver The key is to bid for the right intent To target the precise TG on Facebook FRQWLQXHGRQSDJH on Google >>

1(:6',*,7$/ BOXTV.COM Opening up the Box The site claims to have 250,000 registered users with more than 25 per cent of them being paid subscribers. By Satrajit Sen

oxTV.com, the video streaming platform from Times Internet, Bhas released its viewership statistics where it claims to have recorded more than 50 million views in the past four months, with more Till date, Box TV says that it has than 100,000 unique users accessing had more than 25 per cent of its users the website daily on an average. paying at some point, since it is a Times Internet made BoxTV monthly subscription. available for public access in February, As far as monetisation for the 2013. The website was launched in platform goes, except during Pepsi September, 2012, though the access IPL, which was a separate sales to the site so far was possible only by process, BoxTV has not done any invitation. brand partnership as yet. BoxTV.com follows a ‘freemium However, the company claims to model’, which means that a part of be actively discussing interesting ideas the content will be available on an and concepts with several advertisers ad-supported free-to-user basis, and across genres. the rest can be accessed on a monthly “We are very excited to get such subscription. The Indian subscription great response from our users and are price starts at `199 per month. It is constantly looking at ways to expand different from YouTube as it doesn’t our content library and product support user generated content. features. As part of our commitment BoxTV states that out of the 50 to growing the digital video industry million views reached, roughly 15 per in India, we have started releasing cent were from the paid users. The the BoxTV viewership patterns. platform showed a growing interest Over time, we will release more of for premium content from genres these, that will help us and everyone like romance (17 per cent), action (16 in the industry - content partners, per cent) and drama (15 per cent). BoxTV.com offers over 17,000 hours of advertisers and platform owners The remaining 52 per cent content from Hollywood, Bollywood, - to understand the needs of the comprised interest in genres like Indian digital audience and address thriller, history, comedy, suspense, regional cinema and English TV shows. them more effectively,” comments family, children and crime. Users Pandurang Nayak, business head, have spent an average of 27 minutes per visit, on Bengaluru, Chennai and Hyderabad. BoxTV.com. the site. In the four months of its operations, the The site currently offers over 17,000 hours of Sixty two per cent of premium subscribers maximum searches done on the website were for popular content from Hollywood, Bollywood, consumed Hindi content, followed by 20 per cent ‘Amitabh Bachchan’, followed closely by searches regional cinema and English TV shows. for English and 17 per cent for regional content, for ‘Cricket’, ‘Sex’ and ‘Adult’. The portal has content tie ups with studios which is largely led by Tamil and Telugu regional The site claims to have around 250,000 like Sony Pictures, Disney UTV, Celestial video consumption. The domestic content demand registered users so far, with more than 8,000 new Entertainment, UTV Motion Pictures etc. „ is driven by cities like New Delhi, Mumbai, sign-ups every day. [email protected]

1(:6$'9(57,6,1* BAJAJ ELECTRICALS Golden Oldie! On completing 75 years, Bajaj Electricals has released a multimedia campaign including two films that literally sing out product names. Threads include a scene from the brand’s iconic ‘Jab main chhota ladka tha’ film. By Ashwini Gangal

n a move to celebrate its 75th anniversary, heritage brand Bajaj Electricals has taken the I‘happy montage’ routine in its latest campaign titled ‘Shine On’. The two films currently on air are like mosaics of endearing ‘Bajaj moments’. The campaign promotes most of the brand’s key products, from pressure cookers and water heaters to ceiling fans, generators and toasters, among several others. In fact, these product names form the lyrics of the background song in the films. The song has been composed and sung by music composer Sneha Khanwalkar of Gangs of Wasseypur fame. Jignesh Maniar, founder and chief creative officer, Onads Communication (the agency that has worked on this campaign), explains, “People don’t know the scale of the company; Bajaj BRIGHT CAMPAIGN? Electricals makes 1,400 products. We wanted to “We wanted to he campaign received mixed reviews from the put that across.” Tcommunication fraternity. Across categories, such composite tell people that Saurabh Parmar, founder and CEO, we’ve come very Brandlogist Communications Consultancy, loves the campaign. “For a utility brand like Bajaj far from being a Electricals,” he says, “it’s always a challenge to company that just grab the consumer’s attention because, let’s face makes bulbs.” it, the category is hardly fun, inspiring or one that consumers keep discussing, especially the newer JIGNESH MANIAR generation.” In Parmar’s opinion these ads are “different”, in and holistic films - that celebrate the entire that they show all the products in a “real, modern product portfolio of a company through a and fun” manner. He appreciates the way the single ad - are something Indian advertising ads go from the products to bigger projects (like is familiar with. A common occurrence of Wankhede Stadium, for instance). this is when the film is part of a corporate On the strategy front, using a scene from campaign (for example: Murugappa, Maruti) an old, legendary ad is something that makes a or a milestone campaign such as this one. lot of sense to him, as it showcases the brand’s Maniar, however, claims that this modernity while simultaneously focusing back on particular film is different. “No one has ever its rich lineage, with a promise of continuity. made a song with product names as lyrics. Regarding the ‘happy montage’ execution, And in the ads, we’ve not just put together Parmar agrees that it’s a fairly popular mechanism visuals but also tell a little story around each and goes on to hazard a foresight for the brand. product to show how Bajaj Electricals affects “The next 150 year celebration,” he says, “could the daily lives of people,” he explains. move from a ‘happy video montage’ to a more real, The campaign is targeted at today’s dynamic, interactive communication idea.” young generation as well as existing loyalists On the other hand, according to Navin Theeng, of Bajaj Electricals. And interestingly, both group creative director, Cheil India, the campaign the current films end with a scene from an could have been much better. “A brand, especially old ad for Bajaj bulbs and tubes with an one that has been around for 75 years,” he explains, extremely popular background song that “would have countless meaningful interactions goes ‘Jab mein chhota ladka tha, badi shararat and stories. However, this commercial seems to karta tha’. suggest the opposite. A farting joke, puns and “The old Bajaj Electricals ad still brings slapstick humour seem to be the sum total of the in a lot of nostalgia. We wanted to tell brand.” the people of India that we have come For a household name such as Bajaj Electricals, very far from being a company that just Theeng insists, this was a great opportunity to makes bulbs,” explains Maniar, about “bring alive the connection that it has with people the inclusion of this scene in the latest across India.” The campaign is targeted at campaign. From an execution perspective, he feels it’s today’s young generation as well Besides TV, the campaign also uses merely “a patchwork of situations bound together radio and print spots. by a track that is basic”. „ as existing loyalists of the brand. [email protected]

12 afaqs! Reporter, August 1-15, 2013

1(:6$'9(57,6,1* BARISTA LAVAZZA AAJ TAK Jamming Over Coffee Famous Fans It will be music across several Barista outlets in August as The Hindi news channel the coffee chain launched the sixth edition of its acoustic from the India Today Group singing competition, Friendship Jam. By Devesh Gupta attempts to lure people to its Facebook page. he Indian arm of the cities are the key markets where Italian coffee chain, Barista consumers love to experiment, share, By Devesh Gupta TLavazza has flagged off the create and indulge. sixth edition of its annual property, The winner of the contest will n a first of its kind initiative, Hindi news Friendship Jam, an acoustic singing get one year’s supply of free coffee channel Aaj Tak is inviting people to competition that invites participation as well as a signed guitar from the I‘like’ its Facebook page, and in return of bands and individual singers company. get a chance to see their picture on the from Mumbai, Delhi, Bengaluru The coffee chain is using social channel. The campaign aims to create a and Kolkata. Every year, the coffee media along with in-store branding buzz on the social networking platform and chain organises this contest around to promote the event and create a continue the dialogue. Friendship Day. following. Tent cards and posters The initiative began on July 11 and will run for four weeks. As people like the page, the pictures of the fans are chosen directly by the system and run throughout the day on the channel’s ticker. The question is, why does a television channel need to engage people on Facebook? Ashish Bagga, group CEO, India Today Group, says, “This initiative solves two purposes for us. We are not only bringing the social media audiences to TV, but also connecting the TV audience with our Delhi Winners 2012 Mumbai Winners 2012 Facebook page. This is a perfect marriage between TV and digital. As India’s No. 1 The entries for this Kolkata Winners 2012 are also being used at the Hindi news channel, we would like to reach on-ground activation chain’s outlets. out to our audiences across all the new began from July 17, while The winners of last platforms they are on.” the actual contest will take year’s contest were Aaj Tak is also the onlyy place in the respective Avyakta (Mumbai), The Hindi news channel to have cities in August. People K Reactives (Delhi), more than one million fans can register online, or Mahesh B Raghunandan on its Facebook page. The through walk-ins at any (Bengaluru) and Zion initiative, says the channel, Barista Lavazza store (Kolkata). or by calling at 011- Speaking about the 49390911. reason behind driving Shortlisted bands will the activation for six perform in their respective cities and will be judged years, Bhattacharya says, “The encouraging feedback by members of celebrated bands, The Underknowns over the years has kept us going for five long years. (Delhi), Prithibi (Kolkata), The Chronic Blues We have taken the contest to the next level since last (Bengaluru) and What’s in the Name (Mumbai). year, by engaging and involving popular bands.” The contest is also open to bands and individuals Some of its other annual properties are Click- from other cities and towns. Interested contenders a-Coffee contest, which encourages amateur also aims to celebrate the success with need to upload their videos on Barista Lavazza’s photographers and the Scrabble Championship, a its fans. The channel is promoting the YouTube page. board game contest. campaign through its websites, social media Speaking about the on-ground initiative, Nilanjan Bhattacharya observes that in today’s age, the major updates on Facebook and Twitter and will Bhattacharya, COO, India and SAARC, Barista marketing challenge is to educate the consumers soon come up with a promo. The initiative Lavazza, says, that it is a branding activity and not a about a superior cup of coffee, especially in India, is also being promoted on the ticker of the revenue generator. which is a tea drinking country. Rising cost of raw channel. “Friendship Day, which falls every year in August, materials and goods is also one of the challenges that Bagga adds that the biggest engagement gives Barista Lavazza another reason to celebrate with exist in the retail space. is to directly approach the fan and thank its patrons. Through Friendship Jam, we want to give Barista Lavazza is one the most popular coffee him/her for the faith and following. While our patrons a platform to share their music and their chains across India with more than 200 outlets and a the existing fans and new fans are entitled creativity with the world,” says Bhattacharya. 12 per cent market share. Some of its competitors are to some exclusive goodies, they also stand a He adds that Barista Lavazza has always been Costa Coffee, Cafe Coffee Day and Starbucks. chance to visit the Aaj Tak office and meet known to associate itself with promotions, which Barista was established in February 2000 in India. one of their favourite Aaj Tak anchors over revolve around art and culture and give upcoming In 2007, Lavazza acquired Barista Coffee Company a cup of coffee. performers/artists an opportunity to unleash and is now known as Barista Lavazza. It also has cafes The channel is also offering participants creativity. This contest is hence an opportunity to let in Sri Lanka, Bangladesh, UAE and Nepal. a free digital magazine subscription and patrons connect and bond over music. The coffee chain operates in more than 80 discount coupons for its online TV The contest will take place at 11 stores across countries. „ anchoring courses. „ the four cities. According to the coffee chain, these [email protected] [email protected]

14 afaqs! Reporter, August 1-15, 2013

1(:6',*,7$/ THE SKUNKWORKS CHALLENGE << FRQWLQXHGIURPSDJH Choosing Wisely... example, for a brand of woollens during And the Winners are... winter. Facebook can capture the different ‘seasons’ - as it were - in a consumer’s life. Team MSL Group won the first prize, while Good Bad Weird and Ethinos It could help property or paint companies’ came second and third, respectively. News Bureau target users who have just got married. CLICK THROUGH RATES lick Through Rates (CTRs) can vary Cwidely on the Google network. It really comes down to whether or not the advertiser is bidding for the right intent with the right keyword: for example, it makes little sense to bid for a term like ‘rent a car’ if the purpose is to sell car insurance to an owner. Similarly, on Facebook the CTRs would climb based on whether or not the audience is defined sharply. Facebook sees higher CTRs when youth is targeted with a Right: The winners from MSL sale - or entertainment - oriented ad. Group Below: Team Good Bad Weird and Team Ethinos presenting their digital strategies. SUSHIL KUMAR

The idea was to create a digital/social campaign for Organ Donation Day, which would result in more than one lakh sign-ups and make it the talk of the town/buzz word for the week. The caveats were that the ideas had to be executable within seven days and the campaign should be easily understood by the common man. “The campaign should be engaging, create awareness, generate conversations and word of mouth, resulting in sign-ups. There should be daily SIZE MATTERS? interactions (throughout the week) on Facebook and ince both Facebook and Google are Twitter. Moreover, the campaign should go viral, Sresult based, all brands regardless of create a lot of buzz and encourage people to share size can use the platforms. However, the and ask other people in their network to sign up,” strategy followed by a larger brand will be noted the brief from TOI. quite different from that of a smaller one. The teams were locked away for 24 hours at a A large brand selling term insurance can venue provided by the organisers on July 15, during afford to bid on a generic term because which they ideated and brainstormed for digital Google charges more for generic keywords. solutions. Similarly, a large brand could target just the Speaking about the outcome of the overall event, gender and age on Facebook. Rahul Kansal, executive president, The Times of Google can be tough to master for small India, says, “The Skunkworks Challenge presented brands if they are competing with a lot of some great ideas and brilliant work. We were rather big brands who have already optimised impressed to see such good work in just 24 hours. their ads. We look forward to working with the winners and

SUSHIL KUMAR SUSHIL KUMAR creating an impactful digital campaign.” THE TAKEAWAY Speaking about their experience, Tushar Bajaj oogle works well for the low hanging eam MSL Group won the first prize, of MSL Group says, “The concept of the event was Gfruit by converting them into buyers: while Good Bad Weird and Ethinos came very good, though 15 minutes as presentation time these are people who are looking for a Tsecond and third, respectively, at the first was a little less. Otherwise, it gave us a fantastic brand because it is being written about or SkunkWorks Challenge, a unique competition for opportunity to show our talent and expertise.” discussed. Facebook should be looked at digital professionals and experts. For this, afaqs! Vishal Sagar of Good Bad Weird comments, “It from the community building standpoint: had partnered with The Times of was a great learning opportunity for once a community is built, one can keep India (TOI), the brand that provided us and we learned from the works of marketing to this group. the first digital challenge to the the other 10 participants. It is a great Experts believe that brands must not have participants. Through this exercise, idea and provides us a platform to an ‘either or’ strategy for Google Search the brand team is keen on finding prove our mettle.” Nishant Warrier and Facebook Advertising. Moreover, a digital solutions for its ‘I Lead India’ of Ethinos states, “The concept marketer must consider mobile devices programme. helped us to come up with something while reaching the user through both these After receiving a total of 124 out-of-the-box, which wouldn’t have platforms. Mobile has indeed proved to be entries, TOI shortlisted the final been possible from office.” a catalyst, with India being one of the fastest participants into 10 teams. Each team ‘The SkunkWorks Challenge’ growing markets in the world. had a maximum of two participants. promises to be back with a new Based on interviews with Vivek Bhargava, The teams were given a brief of challenge soon. afaqs! also plans to CEO, iProspectCommunicate 2, Shekhar getting 1 lakh+ people to sign up expand this challenge beyond digital Sharma, national director, GroupM Interaction for organ donation through a digital and take it to other media as well. „ and Rajiv Dingra, CEO, WatConsult. „ campaign for ‘I Lead India’. Kansal: a unique challenge [email protected] [email protected]

16 afaqs! Reporter, August 1-15, 2013 t Gu tha rga e on ic o No. 1 ne tr v ’s w u on sp e a a s h g s in p t r e a r e s T im o r u t w G 9

THE VOICE OF GURGAON HEARD BY THOSE WHO MATTER

Source: IRS Q4 2010 - IRS Q4 2012, AIR among English newspapers 1(:6',*,7$/ PARLE-G Knowledge Partner The brand has roped in author Ruskin Bond as a guest blogger for the campaign. By Satrajit Sen

arle Products, India’s largest biscuit, confectionery and Psnack manufacturer, has launched a digital campaign for its the genius in their kids. Along with flagship brand, Parle-G, to extend Ruskin Bond, the company has also its ‘Kal ke Genius’ TVC online. roped in a celebrity blogger mother, Titled ‘The Future Genius’, the Kiran Manral and a kid blogger who brand has launched a microsite, will write for the brand on issues TheFutureGenius.com, as an related to parenting and upbringing edutainment site, where parents can of children and a psychological interact and share videos, audio clips counsellor Jeevan D’Cunha, will be and documents to showcase their another expert on the microsite. child’s talent. The site also features a section The brand has roped in noted author Ruskin called ‘The Amazing Kid Genius’, Bond as a guest blogger to write two articles for which contains videos of kids who the website every month. The articles will be in have achieved unique feats in their the form of letters to the children, tales on life in lives. The company claims that the the mountains, adventure, nature or simply the activity has so far been very well beauty of life. received by the audience. According With this move, Parle-G claims to be reaching out to engage both, parents and kids, beyond the TheFutureGenius.com, is usual means of advertising and connect with the audiences through the philosophy it stands for. an edutainment site, where The microsite has also introduced a counselling section called ‘Genius Gyaan’, which features parents can showcase their advice from experts to help the parents discover child’s talent.

FIAT 500 ABARTH CABRIO to statistics by Parle-G the total number of user generated content received for the campaign till date is 436 uploads, including videos, pictures and Women and Cars documents and the total hits received on the site stands at 147,773 visits. A video describing the making of the print ad on YouTube has already Interestingly, the campaign’s first phase in the crossed 10 lakh views since it was uploaded on July 8. By Satrajit Sen form of teasers was launched online in January, 2013, through YouTube, Facebook and Twitter. After a week, the second phase appeared on f you wondered what is the bestest AbAbarth. Several contortionists were also television. The brand has also created a separate way is to sell a Fiat 500 Abarthh uused to reproduce the lines of the car. website for the campaign. Digital Law & Kenneth ICabrio, the answer is painting The video describing the making is handling the digital aspects of the campaign. a dozen of semi-naked women. oof the print ad on YouTube has Speaking on the digital initiative, Mayank Shah, The print ad for Fiat 500 Abarth aalready crossed four lakh views since group product manager, Parle Products, says, Cabrio for ESPN’s annual Bodyy it was uploaded on July 8. “The response we got for the campaign on the Issue has the car ‘built’ out of athleteses Jason Stoicevich, head, Fiat Brand, digital medium was tremendous and it helped along with several flexible and muscularular NNorthort America describes the print ad us reach out to the audience effectively. We models who took the shape of the 500 as being “as visually unique as the Fiat 500 are now looking forward to leverage this. With Abarth Cabrio.” Looking closer, there was no Ruskin Bond on board, we are looking forward Photoshop intervention involved. Instead, ad to bringing alive storytelling, which will give us producers hired local circus performers, artists, an opportunity to interact with our core target contortionists and a renowned body painter, group.” Craig Tracy, to adorn and configure the women Shah also informs that the brand plans to own into a shape that resembles the Fiat car. the digital platform and intends to continue the “Some agencies push products. Some sell campaign for more than five years. ads. We tell the truth. The truth, as you know, On partnering Parle-G as a blogger, Bond can set you free. It can hurt. It can make you says, “To children I would like to say - develop laugh. It never fails to make you think, and it interests beyond academics. While information always makes you listen,” The Richards Group, technology may give you information, knowledge the creators of this ad, says about itself on its is a far deeper thing that is needed to understand website. „ the world around us." „ [email protected] [email protected]

18 afaqs! Reporter, August 1-15, 2013 ` 20 (îI›ï£´, ¹¶„«êK) ` 22 (ñŸø ñ£GôƒèO™)

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à¬øò ¬õ‚°‹ à‡¬ñ ê‹ðõ‹ 1(:60$5.(7,1* MAHINDRA & MAHINDRA Driving Stories M&M associated with The 48 Hour Film Project to hold the XUV500 Memorable Short Film Festival. Winners got free SUVs. By Rashmi Menon

t a time when companies are increasingly focusing on creating original and engaging Acontent around their brands, Mahindra & Mahindra (M&M) took an innovative approach Ab Tak Chhappan; Robby and toyed with the idea of acquiring content that Mathew, NCD, Interface; didn’t sound like an advertisement but at the same and Carlton D’souza, time, subtly created a brand presence. CCO, Hungama Digital M&M associated with the Indian chapter of Media. M&M has already The 48 Hour Film Project (HFP), an international promoted these films short film competition where participants have amongst XUV500 owners to deliver the film in 48 hours, to organise a and prospects and will brand-based film competition. Titled XUV500 continue promoting them Memorable Stories Short Film Festival, the brand on social media platforms. offered the very vehicle as the prize for the The brand will leverage winning team. Winning film - Deal these to promote the Speaking on the objective behind the brand theme of ‘May your partnership, Vivek Nayer, chief marketing officer, life be full of stories’. Automotive Division, Mahindra & Mahindra, Interestingly, The says, “People today want to go through new and 48HFP has done similar interesting experiences. New experiences are the initiatives for Tata new ‘wealth’ in today’s world. The XUV500 brand Docomo in 2011, wherein aims to create memorable stories in the lives of the brand wanted a TVC its customers. Hence, we decided to create this A-Memorable-Journey-XUV-5OO Disha competition with the contest to bring alive XUV500’s brand theme of same creative brief as their ‘May your life be full of stories’.” then on-air campaign. Preeti Gopalkrishnan, one of the two producers Nayer adds that the of the Indian chapter of The 48HFP, says that scope of such an initiative M&M invited them to ideate and conceptualise a is vast for brands. “Short- short film competition format to suit the creative formats will continue brief. The brief was simple - the XUV500 had to play a key role but in to be the central theme to the story and not just I CAN Junun tandem with long format, a prop. To further aid the filmmakers, M&M in content marketing. offered the SUVs during the shoots. It provides numerous While the competition took place last year, the ways for brands to winner and runners up were announced earlier communicate and instill this year. How it was done? The 48HFP tapped their brand theme and into its talent pool - film makers who participate ultimately, build equity,” in The 48HFP’s competitions across the country. he says. A total of 29 filmmakers from across Jodhpur, Kunal Kumar Talkahalics Gopalkrishnan says that just getting likes and films were finally submitted. followers are not enough. The winners got the XUV 500 According to Nayer, the Today’s users have an opinion on everything and brand theme of the XUV500 it’s their birthright ordained by digital media to was promoted through this speak out. And, brands need more than paid brand short film festival and while ambassadors. They need storytellers. the viewer watches these “We see this as an opportunity to create exciting films, the XUV500 remains competition formats and ultimately fresh content the main character in the using the best talent from around the country. viewer’s mind. These 23 There is a lot of low quality stuff that is coming films have already got more out on YouTube, managing a good number of than 1 lakh organic views on views as well. So why not raise the bar, identify YouTube. quality storytellers and get great stories!” say Considering the Gopalkrishnan and Yogi Chopra, the other uniqueness of the partnership, producer of The 48HFP. The 48HFP was flexible in its For the filmmakers, brand-based film format by giving participants competitions add value by giving their films wider Delhi, Bengaluru, Pune, Hyderabad, Chennai and 15 days to work on their short films. “The teams reach, with brands promoting the films on the Mumbai took part in the competition. While some were given five days for scripting, five days for the digital platform. “They got a chance to make a road were ad and corporate filmmakers, others included shoot with the XUV500 and five days for post- film, and even the car was provided to them. It was documentary makers as well as film enthusiasts. production,” Gopalkrishnan says. a first for everybody - filmmakers, the company While six teams arranged the vehicle on their own, The films were judged by a jury comprising and us!” says Gopalkrishnan. „ the rest got the vehicle for the shoot. But only 23 Shimit Amin, director of Chak De India and [email protected]

20 afaqs! Reporter, August 1-15, 2013

1(:60$5.(7,1* MOVIE TIE-INS Running with Brands What is it about the movie on the ‘Flying Sikh’ that has made it a magnet for several brands? By Rashmi Menon

lthough Bhaag Milkha Bhaag was released few weeks ago, the buzz surrounding it Aintensified much earlier, courtesy the brands associated with it. The movie depicts the real life story of athlete Milkha Singh and has successfully caught the interest of various brands, going by the number of associations. create brand awareness and recognition and is its Almost all brands associated with the movie first movie partnership in India. used footage from the movie to show how the story connects with their brand’s proposition. Another ASSOCIATED SUPPORT common thread is the strategy of connecting with lmost all brands have relied heavily on the the audience on an emotional level. The brands Adigital platform to promote the association include Amul, Getit Infomedia, Birla Sun Life, established via television commercials. Jabong.com, OMRON, Adidas and Royal Enfield. Royal Enfield has started a contest titled ‘2 So, what is it about the ‘biopic’ of Milkha Considering that sports is all about trying to give Legends. 1 Odyssey’ on its website, where users Singh that has worked as a magnet? The answer, out the best performance, Getit Infomedia came can send in stories of their personal odyssey to a great extent, lies in the movie’s story and cast. on board with the theme ‘Winners Search for the containing elements of perseverance, passion and Besides having youth icon Farhan Akhtar playing Best’. sacrifice, much like those experienced by the the lead role, the movie is an inspirational story of The Gujarat Cooperative Milk Marketing movie’s character, Milkha Singh. The winner will a real life athlete who has done the nation proud. Federation (GCMMF), which owns brand Amul, walk away with the same Royal Enfield bike used In that respect, it is one of the few true-life sports took a more interesting route. The brand didn’t by Akhtar in the movie. personality’s ‘struggle-to-success’ story that has need to resort to a product placement - its core Similarly, to promote its exclusive sports been churned out by Bollywood. product, milk, was instrumental in kick-starting merchandise for men and women, Jabong.com For Birla Sun Life Insurance, Bhaag Milkha Milkha’s career. Apparently, Singh ran his first has been running a contest on Facebook and Bhaag resonated with the brand’s philosophy of cross country race, soon after joining the army, for Twitter, with the winners getting an opportunity being prepared for life’s uncertainties - although a cup of milk, making the movie a perfect match to win couple movie tickets and music CDs. In this is the first time the brand has associated with a for Amul. the blogging sphere, the lifestyle brand has asked movie. Ajay Kakar, chief marketing officer, Aditya Amul’s association was planned and coordinated bloggers to write on “How to be fashionable while Birla Group Financial Services says, the reason for by Lodestar UM Brand Experience, with BMB’s working out” and the best posts stand a chance the association with the movie was its portrayal of production house, Viacom 18. The campaign has to win music CDs, couple movie tickets and Milkha Singh not as a sportsperson but as a person, used radio and social media as well. In the past, vouchers from the brand. who throughout life has faced different kinds Amul has associated with Hollywood movies like Speaking about what made the brand partner of uncertainties and hardships. And rather than The Amazing Spiderman and Man of Steel. with the movie, Manu Kumar Jain, co-founder, getting discouraged, he chose to fight back. Then there is OMRON, a technology brand Jabong.com says, the idea was to keep up with “We are not associating with the movie but the whose association with the movie was influenced the changing trends in fashion and emulate styles inspirational story,” says Kakar of Birla. However, by the fact that Akhtar, who plays the lead role, has brought in by the latest Bollywood movies. This is Birla Sun Life - its campaign is spread across TV, been its ambassador for the last two years. Takuichi the brand’s second film association, the first being radio, cinemas, internal and external activations - Shimizu, president, OMRON Management Ye Jawaani Hai Deewani. „ does not expect a sudden increase in its client base. Centre of India, says that the campaign aims to [email protected]

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1(:60$5.(7,1* FOOD When in Rome... A McD outlet in Vaishno Devi, a veg-only KFC outlet in Gujarat, a Snickers bar for vegetarians. International brands are going all out to cater to the Indian palate. By Devesh Gupta & Rashmi Menon

estaurateurs often say ‘Patrons vegetarian demographic is present. don’t eat what you serve. You Domino’s has 11 such stores, Pizza Rserve them what they want Hut has three and KFC has one. to eat.’ This whole ‘tweak or perish’ Subway too falls under the same maxim is something those in the food category. Moreover, McDonald’s has business have come to swear by. It announced the imminent launch of becomes even more sacrosanct in the more such ‘all-veg’ outlets in Amritsar Indian context, where a large part of and Vaishno Devi. the population is vegetarian. Recently, chocolate brand While chocolate brand Snickers Snickers from Mars International recently launched its fully India announced its latest offering, vegetarian bar in India, several a vegetarian chocolate bar. MV multinational quick service chains Natrajan, MD, chocolate business, such as McDonald’s, KFC, Subway, Mars International India, says, “The Domino’s and Pizza Hut have been vegetarian Snickers is basically busy adding vegetarian dishes to targeted at nearly one third of the their menus and opening ‘exclusive population including large pockets of vegetarian’ outlets. Today, a larger vegetarians such as those in Gujarat. part of the revenue for these chains The idea is to make sure all the comes from their vegetarian menus. consumers get to taste our product.” Interestingly, back home, and Singh of Domino’s adds that the in other overseas markets, these brand launches its vegetarian stores US-based chains garner most of their on the back of two simple ideas: revenues from the non-vegetarian firstly, at a holy place, people’s affinity items. Vegetarian dishes form barely towards eating non-vegetarian food is 10-15 per cent of their menus, less because of their religious duties catering to just 3 per cent of the and sentiments. “Secondly,” he population. The Indian scenario is says, “If our research states that in a completely opposite; between 30-40 A larger part of the revenue for these particular catchment the veg-eating per cent of the total population is population is extremely high then vegetarian. chains comes from their vegetarian menus perhaps it is logical to come up with a When these multinational eatery vegetarian restaurant there.” chains entered India nearly two decades ago, they Though KFC is synonymous with chicken, For Sandeep Kataria, brand general manger quickly adapted themselves to suit Indian tastes. the brand is apparently increasing its focus on its and CMO, Pizza Hut, which serves a special Jain The challenge they face now is to bring more vegetarian items. The brand aims to increase its menu in its vegetarian restaurants, the launch of innovations to their menus and attract more walk- vegetarian portfolio and consequently, its revenues. these stores is spurred by sensitivity and sensibility ins. Some of the better known Indian innovations Similarly, Pizza Hut, sister offshoot of KFC, has a towards customers. are Peppy Paneer (Domino’s), McAloo Tikki menu that is nearly 60 per cent vegetarian. The eatery brands are known to put in a Burger (McDonald’s), Veggie Delite (Subway) When it comes to the Indian market, most of lot of effort into innovations for their menus. and Veg Zinger (KFC). the global eatery chains follow suit with more Most have set up research departments and each Domino’s, a renowned pizza brand with over than 50 per cent of their respective menus being product passes through various levels of testing 500 outlets, entered India 17 years ago. Today it vegetarian. Apparently, their revenues in India are before making it to the menu. Factors such as earns more than 50 per cent of its revenue from its directly proportional to these efforts. production capability and regional affinity also vegetarian menu. Harneet Singh, VP, marketing, form an important part of the innovation process. Domino’s Pizza India, says, “The strategy is very THERE’S MORE TO IT Subway has more than 350 outlets, McDonald’s clear - launch those products that go well with any of them are opening completely has more than 300 outlets and KFC has 223 outlets the taste buds of locals. We have tweaked our Mvegetarian stores in different places across in India. „ international products to suit the Indian styles.” the country, especially geographies where a strong [email protected]

<< FRQWLQXHGIURPSDJH more that want to be the next big Consultants, “It is better to attract unprecedented. thing,” he says. your consumers to your own “Everyone is taking on almost brand than distract them towards everyone. It’s like the last scene of The Handset Tease.. VIABLE STRATEGY? competitors.” a gangster movie. There is a gun to ccording to Bijoor, ‘potshot Or, it could antagonise potential everyone’s head,” he says. “In the and chief strategy officer, Bang in the Aadvertising’ attracts attention, buyers because there’s the undeniable current film, Spice takes on both Middle, the cell phone category has but does precious little thereafter. risk of damaging one’s own image. Samsung and Nokia very classily. no rules. “We have a brand that leads Some experts feel such tactics could Emmanuel Upputuru, founder The only danger is,” Upputuru desire, another that leads ownership backfire and end up promoting and chief innovation officer, ITSA, says, “consumers probably won’t and one that most consumers feel competition. In the words of Jagdeep believes that what’s happening in remember who is taking on who.” „ sorry about. And then at least 10 Kapoor, MD, Samsika Marketing the mobile phone category is almost [email protected]

26 afaqs! Reporter, August 1-15, 2013

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VIKRANT KHANNA I CMO I HOMESHOP18 NEW STEPS fter four-and-a-half years Insightful Awith Dabur, Khanna moved to Pillsbury, which was trying to set foot in India as a startup, in partnership By Satrajit Sen with Godrej Foods to launch Pillsbury Atta. “We went back to the process fter being recruited from IMT of gathering insights and saw that Ghaziabad by Dabur in 1994, Vikrant branded atta can be sold on three AKhanna embarked on a career that was parameters - taste, aroma and softness. built around understanding consumers. We created a tangible differentiation “It was interesting for a guy right out for Pillsbury on the softness parameter of a B-School to lead the sales teams for a by using the ‘chakki grinding process’. big FMCG company. Besides, Dabur was Before Pillsbury, branded attas were transitioning from a wholesale business made on roller-mill grinders, which driven company to a direct selling business,” took the softness away,” he states. he recalls. Pillsbury, according to Khanna, also Dabur, unlike other FMCGs back then, introduced innovative packaging that was not strong on distribution, but the involved a mix of pet and poly bags. transition brought that into focus. So much Other brands used polybags, which are so that - according to Khanna - Dabur’s only moisture-resistant, while pet acts dependence on the wholesale business came a gas barrier (and blocks out the smell down to 40 per cent, from 60 per cent in of other products like detergents, lying 1995. A year down the line “I probably did alongside them) as well. “Within six something right for which they promoted months, we gained market leadership me and even asked me to handle their in the four metros where we beat largest portfolio - the hair care range - in Kissan Annapurna and Unilever’s atta Delhi,” he states proudly. brand,” he points out. Between 2000 and 2002, Khanna FIRST INSIGHT had a brief fling with the internet t `200 crore then, Dabur Amla was the business at Sify. “I joined ICI Dulux Abiggest hair care brand of Dabur as well and was put in charge of the interior as the country, thanks mainly to its deep decorative portfolio, which accounted roots in the rural parts. But with its glass for 75 per cent of the brand’s revenues,” bottle packaging, the brand was not able to he recalls. During the next half a attract young consumers. decade he understood the concept “We cut out our trade spends and used the of ‘Colour Leadership and Colour

money in brand building and advertising. SUSHIL KUMAR Inspiration’ and that a colour brand is We engineered a revamp campaign directed not remembered by the brand name, by the late Yash Chopra (a close friend but the texture it provides. of the Burmans, which helped), featuring actor Karisma Kapoor. It led to the brand MOBILE MOVE growing by 24 per cent after the re-launch, compared to 12 per cent in the n 2006, the company asked Khanna to move to Vietnam to handle previous year,” informs Khanna. Ithe global responsibilities. He was not happy about leaving India and Another learning curve was the launch of Dabur Vatika in 1997. Ethnic hence moved to Airtel. The first three years were spent in leading Airtel’s Indian formats of brands compared to classical FMCG products have e-commerce business, targeting NRIs, and the last two towards marketing worked well for Dabur. That’s probably why they never enjoyed success to the youth. Khanna discovered that it was not about reaching out to the with products like toothpastes or shampoos. youth with a standard 30-second video ad. Youth have several layers of Vatika was an exception and it worked really well. “Indian women classify friends and they treat everyone equally. So we developed the ‘Har Ek Friend hair care products as either ‘look good’ or ‘do good’. Shampoos come under Zaroori Hota Hai’ campaign, revolving around the ‘fun’ quotient,” he states. the former and hair-oil, the latter. Women felt that shampooing would Khanna believes that a business has to be run by understanding the damage their hair. So we created Vatika as a herbal product that would not consumers in that category and HomeShop18 will not be any different. „ damage the hair,” he remembers. It worked. [email protected]

EVENTS

CHENNAI

4-5 October, 2013, Chennai India’s most influential Brand Owners are coming together in Chennai to share their experience and learning.

Event Partner Knowledge Partner

For sponsorship opportunities, contact: Madhur Anand E: [email protected] M: +91 9971150111

1(:60$5.(7,1* KOTAK MAHINDRA BANK Junior Savers Advert The bank’s latest TVC promotes its new product for kids and promotes the habit of saving money early on. By Devesh Gupta

hildren today are deemed quicker, smarter and more money-savvy than previous Cgenerations. Kotak Mahindra Bank has used this insight for its latest communication that aims to promote its new offering, ‘Kotak Junior’ kid’s account. Launched in June, the kids account (0-18 years) is an endeavour to teach children to start saving cent interest rate for kids, which can be opened money early on. Created by Ramki’s Cartwheel under the guardianship of a family member and Creative, the film is an endearing visual montage linked to the child’s account. of different situations in which a little girl collects The brand team claims that it has received a coins, in an effort to gather just about enough good response for this product since its launch, money to open her first bank account. Though especially from West India followed by South, the protagonist is a little girl, kids are the target North and East. consumers and the product is aimed at mothers - Besides spreading awareness on the issue, the actual customers of the account. Kotak believes another big challenge for Marshan’s team is to that children-specific accounts do well when increase the recall value of the bank (in the face of associated with mothers, as opposed to fathers. better known competing brands like HDFC, Axis The above mentioned insight was revealed by Bank and ICICI), such that when people think of its SILK programme, a savings account launched especially for women in 2012. Contrary to the prevailing argument that fathers, the traditional Indian bread winners, save for their kids in the form of deposits (thus negating the need for a special kid’s account), the brand believes today’s kids understand money and are conscious about saving, learn to emulate their elders fast and will benefit by cultivating the savings habit early on. The current TVC is a flight from the brand’s earlier communication strategy that centered around product benefits such as discounts and interest rates. Recall the ‘Subbu Sab Jaanta Hai’ ad featuring Vinay Pathak; the actor served as a ‘know it all’ mascot for the brand, through whom product benefits were conveyed in a humorous manner. Karthi Marshan, EVP and head, group marketing, Kotak Mahindra Bank says that the current objective is to make parents aware of the importance of encouraging kids to save. “The account will act as an ‘instrument of saving’ for kids. Not doing so can cause trouble for them in future. Also, most children enjoy saving money at a very young age. This product can help provide some financial literacy to them,” he adds. The new product offers 6 per cent interest rate, a debit card to a plan for kids, Kotak Mahindra the account holder (provided the should come to their mind. “We kid is older than 10 years and are targeting value banking instead has a written permission from a of volume banking,” he states. parent for the card) and a ‘Junior On TV, the brand is visible as Card’ through which he/she can an associate sponsor during Indian avail discounts at several online Idol Junior on Sony. Besides TV and offline retail chains such as (where the film is being aired Disney, Domino’s, Hobby Ideas, across genres), the campaign is United Colors of Benetton, being promoted across digital and Baskin & Robbins, Gini & Jony, radio platforms. PVR, Café Coffee Day, Landmark, On ground efforts in the form Sweet World and Firefox. of school activation programmes The bank also offers a 10 year are also underway. „ recurring deposit account at 8 per Marshan: lessons on saving [email protected]

32 afaqs! Reporter, August 1-15, 2013

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

TANISHQ INARA AMUL NAZRAANA After rolling out a campaign for its Mia collection targeting The milk brand from Gujarat Co-operative Milk Marketing Nazraana, a diamond jewellery brand, in its latest TVC women professionals, the jewellery brand has launched a Federation has given a facelift to its ‘Manthan’ campaign. breaks away from the cliche of couples gifting diamond campaign for Inara, its diamond jewellery collection that The TVC shows how the rural men take pride in the financial jewellery to each other. Instead, it shows a groom-to-be caters to the ‘new age’ woman. independence their women have gained. gifting the same to bride’s family.

Agency: Lowe Lintas and Partners Agency: Ogilvy & Mather Creative Team: Arun Iyer, Rajesh Ramaswamy, Ujjwal Agency: Draftfcb Ulka Creative Team: Abhijit Avasthi, Kainaz Karmakar and Kabra, Adarsh Atal, Indrasish Mukherjee Creative Team: KS Chakravarthy, Subodh Poddar, Haresh Harshad Rajadhyaksha Production House: Curious Films Moorjani Production House: Curious Films PRINT DUREX GUJARAT The print ad for Durex TOURISM The Tourism Condoms assures Corporation of consumers that Gujarat rolled the love stays out a campaign longer when one uses the product. featuring its brand ambassador, Amitabh Bachchan, inviting tourists to Saputara, a hill station in the state. The ad features a PIAGGIO VEHICLES signed note from Life By Vespa campaign from Piaggio vehicles aims to Bachchan about his promote their new Vespa VX model. The ad inspires people experiences at the to enjoy thereafter riding a Vespa and a beautiful life. hill station.

Creative Agency: Havas Worldwide, India Creative Agency: Ogilvy India Creative Agency: Soho Square, India OOH DIGITAL

ZEE STUDIO RACOLD THERMO BHARTI AIRTEL The English movie channel rolled out a campaign to To promote water heaters in Pune, the company has Bharti Airtel initiated a digital video campaign highlighting promote the screening of Pirates of the Caribbean 4. The erected a dummy water heater and created a special the plus points of Airtel Digital TV. The video features a channel booked over a 1,000 OOH sites across Delhi and compartment on the billboard that looks like a bathroom. student, whose demands are not heeded to by anybody, Mumbai, by tapping metro stations, arterial roads and The campaign message being, ‘Be reborn every day with except Airtel Digital TV’s on-demand service. other high congregation areas using media such as bus a hot water bath, day after day.’ shelters and hoardings.

Agency: OAP Creative Agency: JWT, New Delhi, India

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34 afaqs! Reporter, August 1-15, 2013 ,17(59,(: RAJ NAYAK> CEO, COLORS “The 12-minute ad cap will impact the Hindi GECs the most” It has been a rather tumultous ride for the head honcho of Colors, with the channel slipping to No 4, soon after he took over. Here, he talks about the hits, misses and the issues concerning the industry. By Prachi Srivastava

olors recently turned five. It is one of the most extraordinary TV successes of Call time, with the channel getting to No 1 within a year of launch in a crowded market. Getting to lead such a brand would be a great opportunity for anyone. But a performance such as this can also be a source of tension for a new leader. So it was for ad sales veteran Raj Nayak who took over in mid-2011. Nayak talks about his experience over the past “I had joined two years - the tiff with advertisers and agencies and what the recent turmoil might mean for the two-and-a-half television business. years after the Compare your feelings today as opposed to channel was what they were on the first day. The feeling today is that I have been able to hold launched and on to the baby. When I walked in, I took over an iconic brand that had become No 1 within a year that was the time of its launch. People had high expectations. Soon after I joined, we had a turbulent phase where we to get return on slipped to No 4 - and that’s very frightening for a investment.” new CEO. Then the management changed, my head of programming quit. Still, I was lucky to inherit a team that was in place. I ran the same team, propped them, and we managed to bounce back we replace it, because ultimately we are running a through which broadcasters will take money from to leadership position (the average of the past year business. advertisers. shows Colors has been the No 2 Hindi GEC). We have had our successes and flops, but I am a How will the 12-minute rule from October You have a rep as an ace in ad sales. How have challenger brand. I take pride in that because the impact the TV business generally and the the dynamics of selling changed? moment you become a leader you have a lot of GEC space in particular? I was also lucky to be a part of the satellite pressure. It will impact the Hindi GECs the most. While the revolution. Life was pretty different because I had joined two-and-a-half years after the ad inventory of niche channels is 20-22 minutes there was novelty value and there wasn’t much channel was launched and that was the time to get and we have 15-16 minutes, just 20 per cent of the competition. In the last 8-10 years so many new return on investment. I can proudly say that our revenue base of a GEC (almost `200 crores), is as channels have mushroomed. Economically things CAGR has been over 50 per cent. And last year we much as the size of a large niche channel. We will have slowed down. Broadcasters are to be partly posted EBIDTA which was more than 40 per cent have to find ways to mitigate it. Our relationship blamed for what they did in their eagerness to higher than the year before. with advertisers and agencies is very important. compete. What was once sold as a media vehicle or Whatever we do we take them into confidence, brand proposition, became a commodity over time. Are you any closer to figuring out if there is a work hand in hand. So it’s like trading in commodity. Then things formula for a hit? also changed at the buyers’ end, consolidation There is no formula for a hit. You have certain Even if the business shifted from CPRP to happened, and that brought in even more pressure consumer insights, your gut and you arrive at a CPT, competition is so intense, would yields on all media vehicles. Some have survived, but a decision. You give your everything in production, rise? majority of the sectors are bleeding. quality of editing and marketing - and you just CPT was mooted about six years ago by a body On the ad sales part, TRAI has mandated have to wait for the response. constituted by AAAI, not by broadcasters. Vikram a 12-minute cap. Any place where you have We did Nautanki last year and we thought we’d Sakhuja and Shashi Sinha made presentations to uninterrupted supply, the pricing can’t rise. If the done everything right, but it flopped. We didn’t the broadcasters. It was the broadcasters’ fault that pipe becomes narrow, everybody will benefit. In give up and launched Comedy Nights with Kapil they didn’t move forward with it. the short term, advertisers may feel that ad rates and it’s a super hit. It was the same team, same You can take a TVR and calculate CPT. Twenty will go up, but these will be rationalised when channel, same marketing - so you keep trying and years back there were 14 million households and subscription revenue increases. As broadcasters, sometimes things work, sometimes they don’t! today there are 140 million. We have not got the we wouldn’t want to kill the goose that lays the We don’t change whatever is working. We look benefit of this and ad rates have been going down golden eggs! Having said that, even today we have to strengthen it, building it further, making it rather than up. CPT will happen, but when, I the lowest CPT in the world! „ better. But when we are not able to build a show, don’t know. If it doesn’t, there will be other ways, [email protected]

afaqs! Reporter, August 1-15, 2013 35 1(:60(',$ TELEVISION Double Standards Bring Peace AAAI, ISA and IBF agree that in addition to the television rating points, the absolute number of viewers will also be considered. By Prachi Srivastava & Raushni Bhagia

nding weeks of tension, the three key A SNAPSHOT OF THE 3 DIFFERENT SOFTWARE PIPELINES OF TAM DATA industry bodies - Advertising Agencies Association of India (AAAI), Indian Society Software Reporting Frequency Measure Analysis Facility Likely User E possible? of Advertisers (ISA) and Indian Broadcasting Foundation (IBF) have agreed on two optional Media 4-week Weekly Television Only on a Day-Part No individual/specific any Xpress methods on which television buying and selling Average viewership level programme level data will Platinum in 000's be available will happen. Media TAM’s percentage TVR (Television Rating Same as Weekly Television On Day-Part as To import the ad spots for agencies/ Xpress Gold before viewership well as individual media agencies/advertisers advertisers/ Point) has been the standard currency on which (weekly) in 000's and programme level to evaluate the ad plans broadcasters (those television planning and buying has taken place TVR % executed who have not opted in the television industry till now. While it out of TVR%) will continue to exist, the addition is that the Media Same as Weekly Television On Day-Part as To import the program primarily broadcasters, agencies and advertisers have also Xpress before viewership well as individual promos for broadcasters broadcasters who openly accepted TVT - television viewership in Silver (weekly) in 000's Programme level to evaluate the program have opted out of thousands, and have agreed to work on that too. promo plans and also the TVR% ad logs However, the choice of the metric and final deals will still depend on the individual broadcaster, agency and advertiser for the respective deal. This addresses the to make it the norm. CPRP was continuously Arvind Sharma, president, AAAI, says, shrinking the universe size.” “Agencies, depending on their clients’ business complaint of smaller/niche Singh adds, “All major multinationals, whenever needs, follow a variety of buying approaches they are doing their reviews, end up using CPT. today and that will continue. There cannot channels, which fared We think that CPT is a more progressive measure. be an agreement that buying will happen on miserably with low TVRs. Earlier we were talking about TVRs in percentage, one particular metric. And, it is not correct for now we will be talking in thousands. We are trying to bring the industry’s focus to CPT. Even if the TVRs are available with the broadcasters, all major broadcasters have agreed that all public releases will not be in percentages, but in thousands.” Everybody is seeing the agreement in a manner convenient to them. Praveen Kulkarni, GM, marketing, Parle Products, says, “They have taken to the old system of TVR percentage and the weekly data. That’s what they have agreed upon. The TVRs are available to the advertisers and we can make decisions based on the TRP data.” Mona Jain, CEO, VivaKi Exchange, too adds, “Nothing has changed. The ratings are coming (L-R) Sharma, Singh, Kulkarni and Jain: arriving at a consensus in and the selling will again happen on the basis of CPRP. It depends on how the buyer wants associations to decide how negotiations between for all stakeholders. While the weekly percentage to approach it. You can also look at the CPT of an individual channel, agency and advertiser will TVRs will be available, the agencies and advertisers the previous year as a benchmark. So, there are be conducted. A good audience measurement will also be able to evaluate how many people ways and means of using the data. The externally system is one that makes data available to all the saw their ads and their reach. Meanwhile, the available data will be more cautiously distributed three constituents, based on what they need and broadcasters will also have the liberty to consider now, because people don’t understand the data make it as dependable as possible.” viewership in thousands while doing the deals. well and they may not use it the right way.” “For large advertisers, planning and buying The truce provides relief to TAM, which was With this, TAM data from now onwards, will are linked. In their planning and post evaluation being pulled apart by the varying demands of be available in three ways. One will be an official models, weekly percentage TVR is generally a the three bodies, which wouldn’t see eye-to-eye. industry software called Media Xpress Platinum key metric. So from their point of view, it was Result: TAM was the punching bag. No wonder, and second along with two customised/optional important that this data continues to be available. in a statement, a relieved TAM pointedly said that software called Media Xpress Gold and Media We are happy that we have been able to arrive at it was “happy to receive a common brief from the Xpress Silver. this agreement,” Sharma adds. three stakeholders.” TAM will provide the original Media Xpress There is also an option of doing the deals on Man Jit Singh, president, IBF, says, “Different software (reporting TVR per cent/GRP per cent) the basis of rolling average TVT for four weeks, people will have different takes on the issue. We for use till August 8, 2013. If the client wishes which will again be available every week to the believe that CPT is the right currency to use to use any one of the two optional versions stakeholders. This addresses the complaint of because it shows the growth in universe and the (Gold/Silver) by that date, TAM would require a smaller or niche channels, which fared miserably growth in TV viewing. Now, for some time, non disclosure agreement signed from the client with low TVRs: the figures in thousands will be there will be confusions and people will end up covering the terms of use. more realistic. Besides, a rolling average will iron using either of the two measures or different By the end of August or the first week of out the frequent spikes and dips they witnessed combinations of the two. The issue was that we September, Media Xpress will be replaced by because of a small sample size. wanted CPT to become the public currency. So Media Xpress Platinum. „ The solution as of now looks like a win-win we believe that we have taken a big step forward [email protected]

36 afaqs! Reporter, August 1-15, 2013 1(:60(',$ 9XM Games They are Playing The recent tie up with MadRat Games is the second deal in the merchandising of Bade Chote. By Raushni Bhagia

fter launching Bade Chote and Bheegi Billi country. Currently, thehe majomajorr T-shirts in collaboration with Tantra, 9X players offering characterracter animated AMedia has now tied up with MadRat Games licensing include Disney,ney, characters and to release a series of board games. Targeted at the Nickelodeon and eengage with our 10-25 year age group, the games are priced at `225. Cartoon Network. viviewerse beyond the MadRat Games has incorporated 9XM characters Kapil Sharma, tetelevisionlev screens. in its innovative version of ‘The Bakwaas Game’, VP, marketing, 9XX This wwill help meet the ‘Losers and Ladders’, ‘Twist-tac-Toe’ and ‘Who’s Media, explains thatthat obobjectivejective of eengaging with our the Most Popular’ games created by the company. merchandising is an extendedxtended fafansns while ttheyh hang out with These games are available across over 1,000 retail effort of marketing. “WeWe startstarteded ththeireir friendfriendss and families,” stores in India, including Shoppers Stop, Mom & L&M as a marketing vvehicleehicle to adaddsds SharmSharma.a Me and Beanstalk, along with e-commerce portal, take our animated characterscters Bade- ThTheseese products are Flipkart. Chote and Bheegi Billi on to the prpromotedomoted through the The size of the consumer product licensed retail platforms. Within thee next two- nenetworktwork cchannels and merchandise market in India was estimated at three years, we might lookk at it from their digital platform. The $125 million in 2011. The growth in the children’s the revenue stream perspective.”ctive.” chchannelannel has jjust announced TV genre has also contributed to the Licensing The channel’s first associationciation waswas TwTwitter/FB-baseditter/FB-b contests, and Merchandising (L&M) segment in the with Tantra to launch a specialcial range of where the winners are being given the Bakwaas Game. The channel has earlier launched several Targeted at the 10-25 year age innovative marketing initiatives including on-ground branding activities like creating a music group, the games are priced at `225. wall on Music Day or bringing alive 3D versions of Bade Chote and Bheegi Billi in airports. Other TT-shirts.-sh These T-shirts featured Bade initiatives include ambient branding such as those anand Chote of Bakwaas Band Kar fame with Cinemax, Cafe Coffee Day and multiple and had messages and themes restaurants across Mumbai and Delhi. reflecting their personalities. Over The network will seek additional partners in 70 per cent of the total number of categories such as back to school products as well T-shirts manufactured were sold. as office stationery. “We are also constantly seeking “Similarly, with the launch of the out varied and innovative product extensions that series of board games, we plan match our brand identity,” adds Sharma. „ to leverage the popularity of our [email protected]

becomes very dry. We have just tried ZEE NEWS to add some flavour to it.” Targeting the youth from col- leges and young professionals (18-35 A Funny Take years), Zee News has blocked the evening time-slot from 6:30 pm to Zee News has blocked the evening time slot for its 7.30 pm and a repeat telecast at 10:30 pm, every Monday to Thursday for new humour-based news bulletin. News Bureau the show. pieces for this segment. All news The channel recently announced t seems that the Hindi news chan- related to tragedies, accidents and an interactive show, called Daily nels are on a content-trial spree. mishaps will be kept out of this News and Views, to be launched at IAfter the launch of a music-based show. 9 pm. talk show on Aaj Tak, Zee News is Sudhir Chaudhary, editor, Zee Zee Media is trying to stand out of now launching a humour-based news News, explains that issues concern- the clutter in the Indian news televi- show on the channel. Remember ing entertainment, sports, inflation sion segment and create a niche of its something similar on CNN-IBN, and rising prices will be humoured. own, suggest channel officials. called The Week That Wasn’t and The channel suggests that the RJ Anant adds, “Our voices have on IBN7, called Faking News, both insight for the show comes from the now got a face through Zee News. anchored by Cyrus Broacha? overriding thought that one is more There is so much of mediocre things Christened Double Dose, Zee Bhramar (L) and Jha receptive to the information when in happening on television, so we have News’ new show serves humour and a lively mood. decided to take it one step further news on the same plate. The show The show aims to combine Chaudhary adds, “Almost every- and do something really bad on news brings on screen two wacky radio humour with serious news. The one keeps generating humour out television. Our tagline will be ‘Aap jockeys from Radio Mirchi, Anant channel has put down strict guide- of news in their informal and can- Ghabraiye, Hum Hai’. „ Jha and Saurabh Bhramar. lines while selecting the type of news did discussions. Otherwise, news [email protected]

afaqs! Reporter, August 1-15, 2013 37 ,17(59,(: VIREN POPLI> EVP, MAHINDRA “If a motorcycle goes wrong, you can’t fix it; you ditch it” Even as the industry was writing off scooters, Mahindra saw it as a big opportunity. Viren Popli talks about listening closely to consumers and breaking away from the typical scooter imagery. By Ashwini Gangal

ive years, a range of power scooters, two To what extent are Pantero and Centuro new product. We realised the need to have a strong motorcycles and a failed motorcycle attempt efforts to fix what went wrong with Stallio? technology capability in-house before you can do Flater, the brand is happy to preserve its If a motorcycle goes wrong, you can’t fix it. You that. And, it’s about getting that one brand right, ‘challenger brand’ status. A conversation with ditch it. Every company makes a lemon. Luckily, even if your eventual business success requires Viren Popli reveals the Mahindra way. we made a lemon early on. When things went you to be a master of all your brands. wrong with Stallio, our initial reaction was ‘Let’s Your latest product Centuro is a ‘feedback fix it’. We quickly realised it’s better to just kill it What made scooters a better way for Mahindra bike’ designed on customer inputs. How did and start afresh. We did carry forward the design to enter the market than motorcycles? you go about this? of Stallio to Pantero, but the bikes that followed We saw that a 10-11 per cent growth rate for this In a classic marketing context, brands are Stallio are new products, not fixes of the old one. segment, over the next 10 years, was certain. The supposed to solve problems. We realised two- Pantero was to prove to our own stakeholders industry in India had written off scooters. If you wheeler brands were only solving one - getting that we can make a good bike. Pantero is my look at any developed economy, the percentage of people from point A to B. No one was solving lightning rod that got people to check it out, test scooters in the marketplace is high. Opportunity the problems that were occurring before, during it, beat it up and go ‘Ok... It’s decent...’ but the was staring us in the face. There were other or after the ride. For example, the traditional Centuro is the one people are really excited about. fundamental growth drivers like more women motorcycle key iss very sharp and pointedpointed.. When gettinggettin educated and entering the work force, we spoke to consumers,sumers, many tatalkedlked aaboutbout hhowow WhatWhat lessonslessons ddidid you increaseincrea in rural wealth, youth coming into the the key tears theireir popocketsckets and scratches their learnlearn fromfrom Mahindra’s work force, rise of communication and a rise in mobile phones. WWee came out with the flip kekeyy four-wheelerfour-wheeler successsuccess thethe needn for transportation. We also found that as for motorcycles, which is common in the car - the importance ofof a bibikerke gets older, it gets more difficult for him to segment. havinghaving one winningwinning getget on and off his bike, so, he compromises with a Secondly as mmotorcycleotorcycle parking lots fill up, brand,brand, like Scorpio?Scorpio? scooter,scoot instead of upgrading to a car. the guy managingng tthehe pplacelace moves tthehe bbikesikes WhenWhen we acquiredacquired thethe Secondly,Se we knew the scooter market was around. So whenen peoppeoplele come bbackack for it, businessbusiness assets of tthehe positionedpositi for fragmentation. The moment it they can’t find thehe bike.bike. We havehave put a buttonbutton erstwhileerstwhile Kinetic Motor happens,happe customer choice is up for grabs. We on the key, whichch when pressed makes youryour CCo,o, we thoughtthought we’d be foundfound this to be a great inflection point. bike lights blinkk and a sound ggoo off makinmakingg ableable to brinbringg in a groupgroup it easier to locatee it. We also put an anti-theft of technologtechnologyy partners WhatWhat are the main differences between your system, somethingng we take for granted for carscars.. ttogether,ogether, to create a scooterscoot and motorcycle consumers? We mapm the Indian demographic into ‘customer Your new TVCC forfor Centuro pools’.pools There’s a ‘bang for the buck’ segment is interesting. WhatWhat mademade lookinglookin for fuel efficiency, reliability and low cost you go with thethe ‘ride‘ride ofof ownership.ow Then there’s the ‘mean muscle‘ the bike - get thethe girl’,girl’, segmentsegm that is concerned with aggression, power, men’s deodorantnt typetype stylingstylin and speed. Consumers from both these of format? segmentssegm could be scooter or motorcycle buyers. We needed thee ad to Also,Al there are clichéd views of the ‘motorcycle retain the ‘Mahindra-ahindra- guy’guy’ and the ‘scooter girl’; which are not true ness’- the big revealeveal in anymore.anym It’s dated. Today, scooters are as the end - riding thehe bbikeike masculinemascu as can get and many women ride through water andnd the motorcycles.moto Nearly 65-70 per cent of scooter forest, the whole macho ridersriders today are male. ruggedness. Secondly,ondly, we didn’t want it ttoo loolookk HowHow much of an overlap is there between like any ad that’st’s out youryour distribution/after-sales visibility for there for two-wheelers,eelers, scootersscoo and motorcycles? to avoid misattribution.bution. OneOne hundred per cent. Scooters and motorcycles The commuter segmentegment gogo together. The TGs are different, but they has typical imagerygery ofof existexis in the same community. My scooter and this little ‘commutermmuter mmotorcycleoto buying population are in the same guy’ in a checkeded shirt, geography,geogr though they may be different people. cotton trousers, with his OuOur’s is a shared dealership - different family sitting nextxt to him. cconsumersonsu come in to consume it differently. Well, we’re nott selling a TThinkhink of us as a mini-mall of vehicles trying to commuter bike, butbut a bikebike ccaterater to different audiences. „ that liberates you.. [email protected]

38 afaqs! Reporter, August 1-15, 2013

1(:622+ RED FM Crime Check The Sun TV-owned radio network is interacting with criminals who aim to live a reformed life. By Devesh Gupta

here are some criminals who chose the change in their lives by path of misdemeanour because of certain facilitating a collection Treasons, and deserve a second chance to of funds through live like normal law abiding citizens. This is the Delhiites, for their insight for the second season of Red FM’s ‘Crime rehabilitation through Ki Keh Ke Lenge’, a show that speaks directly to appropriate careers.” criminals, to understand their history and the The channel has circumstances that led them to commit crimes. neither revised its ad The radio channel has launched a campaign to rates for the show nor promote the show with the tagline, ‘Badlav ka ek mauka banta hai’. To be run for nearly three weeks, the show will speak to 15 criminals and also give pledge money for these people. The funds collected listeners a chance to talk to them. The show is will be used by Yuva to provide vocational skills to being aired in the morning slot (7-11 am) on the the criminals, who can then set up small businesses Morning No.1 show with RJs Swati and Rocky and or work in organisations. The minimum amount will take up the case history of one person every that a listener can pledge is `1,000. The channel day. Red FM has selected 15 cases from a list of claims that a lot of people are showing interest and 150 provided by Yuva, a wing of Delhi Police that pledging money towards the cause. works towards the reformation of criminals. Apart from on-air Speaking about the show and the idea, Nisha announcements, Red FM has Narayanan, COO, 93.5 Red FM, says, “Crime is taken the OOH route via Delhi a very relatable topic and we want to help these Metro to promote the show and people out. We are talking about people who have is also initiating conversations committed crimes in the past, but want to reform has it roped in any sponsor. It has on its Facebook page. Last year, and start a new life. Our endeavour does not justify tied up with Yuva and Divya Jyoti, the first season of Crime Ki Keh their crime, but in fact highlights the circumstances two NGOs that work towards Ke Lenge highlighted instances which forced them to commit the crime. It does reforming criminals. where people fought crime. „ not end there; as a station we are trying to bring a Red FM is urging listeners to [email protected]

L OREAL them and made them happy. It shows just two weeks of its launch. ’ how the protagonists remember the The concept of the video is contributions of these people and go the brainchild of FoxyMoron, the back to them to pay their respects. digital agency of L’Oreal, and it Back to the Roots The video is a part of L’Oreal’s used Twitter contests and Facebook Stay Rooted campaign that aims for the promotions. L’Oreal India’s music video titled ‘Jad Se Judein’ to promote the Fall Repair 3X The video also trended for two shampoo. consecutive days on YouTube in the has got 1.8 million views within just two weeks of It was created by Supari Studios music section. launch. By Devesh Gupta and has garnered more than 1.8 The strategy to get more views million views on YouTube within for the music video included both organic and paid hits. The agency oots give strength, not just initially uploaded the video on the physically but to character Twitter account of Sonam Kapoor Rtoo. (also the brand ambassador for This is the central theme of a L’Oreal Fall Repair 3X shampoo) music video released by personal who has two million followers, care brand L’Oreal India recently. Mohit Chauhan’s Facebook page Titled ‘Jad Se Judein’, the video which has nearly two million fans indicates the importance of stronger and L’Oreal India’s Facebook page roots, which has always been the that also has 2 million fans. brand communication of L’Oreal’s It was by leveraging this strategy shampoos. that the agency was able to garner The video showcases three such high number of views. On the stories of an author, a daughter and paid hits side, it purchased clicks a man, whose lives were influenced on YouTube for any search related by others (teacher, mother and a The video trended for two consecutive to Hindi Music songs and Mohit childhood friend, respectively), who Chauhan songs. „ not just helped them, but motivated days on YouTube’s music section. [email protected]

40 afaqs! Reporter, August 1-15, 2013

1(:63(23/(

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

he advertising industry witnessed a few top- where she was global rian Almeida, Tand mid-level management shuffling in head, brand and Bgroup managing the last fortnight. BBH India appointed Arvind communication director, Direxions Krishnan, who was team director at the agency’s (fashion fibres and Marketing Solutions, London office, as its managing director, as a part consumer products has put in papers. of leadership restructuring. Krishnan will report Kara). She handled He will be handing to Subhash Kamath, many brand launches over charge to Leena its CEO and managing and extensions for five Basrur, executive partner. years. Chaturvedi will chairman.

With this new be based in Mumbai Almeida has over FOTOCORP addition, BBH’s new and will report to M MAHUYA CHATURVEDI 26 years experience, BRIAN ALMEIDA core leadership team G Parameswaran, and a major chunk comprises Kamath; executive director and of his career has been in the CRM and loyalty Russell Barrett, chief CEO, Mumbai, Draftfcb Ulka. This is her second space. „ creative officer and stint with the group; earlier, she has worked as managing partner; general manager at Lodestar Universal. She has Sanjay Sharma, head also worked with Mindshare. MEDIA of planning; Puneet With 18 years of experience, Chaturvedi has ARVIND KRISHNAN Kapoor, executive dabbled in marketing, media and sales. In her n a surprisingly creative director; and career, she has handled brands such as L’Oreal, Iinteresting Rishit Mehta, finance director. DeBeers, Godrej, Radio City and Trent. movement, Juju Krishnan has been with BBH since early 2009. Meanwhile, Sudarshan Sudevan aka ‘Sudi’, as Basu, former He was part of the founding team of the agency’s he is fondly known in the industry, started his senior VP and India operations. career as a cartoonist before venturing into the ECD, Contract In another move, Kunal Jamuar, executive digital space. Advertising, has director, Havas Media, quit the agency after a stint Earlier, he was creative director at interactive joined STAR of over two years. He is set to join Mediareach agency Isobar. He has also been associated with India as creative OMD as director, media planning and client firms like Hungama and BCWebwise in his career communication servicing. spanning 13 years. head for its new JUJU BASU At Havas, Jamuar managed the operations of the Percept/H has business verticals, Mumbai office and drove new business acquisition promoted Amitava including its sports for the group in western India. He has 15 years of Mitra to the role properties. Basu will be responsible for creating experience in media planning, buying, strategy and of chief operating multi-platform campaigns for the assets led by account management across FMCG, telecom and officer. Mitra, him. Basu has been with Contract Advertising automobile. who has worked for over three years, before which he worked at Jamuar started his career with ORG-MARG with the agency for Saatchi for eight years. Earlier, he worked with in 1996. After that, he worked in several agencies more than 13 years, Grey Worldwide for eight years, making his such as Media Direction, Lintas Media Group and will have national overall industry experience almost two decades Mudra Communications. responsibility. He long. There were two major appointments at AMITAVA MITRA will be located in In yet another major editorial change two different arms of Draftfcb Ulka; Cogito Delhi. CNBC-TV18 has promoted one of its senior Consulting, part of the Draftfcb Ulka Group, Mitra will handle editors, Sidharth Zarabi, as national news roped in Mahuya Chaturvedi as its new managing the agency’s entire business, besides offering editor. Recently, the partner, while Draftfcb Ulka Interactive, the strategic direction and creating opportunities for company made a digital arm of Draftfcb Ulka, appointed Sudarshan integration within the Percept Group. Meanwhile, few managerial and Sudevan as creative head, digital. the agency is yet to appoint anyone to head the editorial changes. Chaturvedi was with the Aditya Birla Group, Delhi office. „ This was after Udayan Mukherjee decided to step down from the MARKETING post of managing editor, after a stint anjay Behl quit with Nokia at Asia Pacific and global levels. of 15 years, citing SReliance ADAG Tata Starbucks, the 50:50 joint venture between personal reasons. group to join Raymond Starbucks Coffee Company and Tata Global SIDHARTH ZARABI Zarabi’s mandate Limited as chief Beverages, has appointed Manmeet Vohra as its now will be to drive executive officer, director, marketing and category. In her new role, reporting teams nationally and lead special news lifestyle business. Vohra will lead all marketing and category aspects programming initiatives on the channel. Earlier, Having worked for the company in India. Zarabi, who has over 15 years of experience, across diverse industries Vohra was marketing director at TAG Heuer was the economic policy editor and the Delhi such as consumer and brings with her 11 years of marketing bureau chief for CNBC-TV18. goods and services, experience in the luxury industry. Meanwhile, Sony Pictures Television has appointed Arpit

Behl brings with him SUSHIL KUMAR Sushant Dash, who has been associated with the Mankar as head, programming, AXN. Earlier, a wealth of experience SANJAY BEHL Tata Group for close to 12 years and joined Tata Mankar worked with Reliance Broadcast in business leadership Starbucks in August 2012, has been given a new Network as network programming head, TV. and operational management. He started his career role as the global brand director of Tata Global He has also worked at STAR Indua in the with Hindustan Unilever, and has also worked Beverages. „ early years of his career. „

42 afaqs! Reporter, August 1-15, 2013