March 16-31, 2015 Volume 3, Issue 20 `100 HOW TO PLAY IT The rule of thumb that brands, and their creative partners, ought to keep in mind while crafting communication during the cricket circus.

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19 13 20 PLUS YOUTUBE Measuring Impact 12

SABMILLER Road Responsibility 20

SONY AATH 22 PROFILE RASNA VIACOM 18 Sunday Funday Rohit Malkani Energetic Role New Identities IDBI FEDERAL LIFE INSURANCE He is back home and Akshay Kumar plays an Five ETV channels will now brimming with ideas. energetic part in this ad. bear the Colors name. Secure Future 26

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This fortnight... Volume 3, Issue 20 ver noticed how the reaction of the ‘classic Indian cricket enthusiast’ – oh, EDITOR Eit’s a type, alright! – to an ad at the end of an eventful over, depends, almost Sreekant Khandekar March 16-31, 2015 Volume 3, Issue 20 `100 entirely, on whether the team he is supporting is playing well or not? The same ad PUBLISHER can evoke a hearty laugh, tolerant silence or a barrage of expletives (mostly typed Prasanna Singh on a social media platform while being uttered out loud), depending on whether DEPUTY EDITOR HOW TO Ashwini Gangal the viewer is cheering for the winning team. PLAY IT SENIOR LAYOUT ARTIST The rule of thumb that Vinay Dominic brands, and their creative Which is why, marketers are painfully aware of the fact that the success of a partners, ought to keep in mind while crafting PRODUCTION EXECUTIVE communication during the World Cup or IPL campaign is contingent upon a lot more than just the usual cricket circus. Andrias Kisku variables like the quality of the brief, the creative idea, the insight and the budget. ADVERTISING ENQUIRIES It depends on arbitrary factors, all of which boil down to the mood of the viewer. Aditi Nagpal 16 9999503560 Which, in turn, depends on the swing in Virat Kohli’s bat. 19 13 20 PLUS (0120) 4077803, 4077866 Noida YOUTUBE Measuring Impact 12 SABMILLER In such a scenario, what’s the best an agency can do? Creating a mood-proof Pradeep Hegde Road Responsibility 20

SONY AATH (022) 40429702-5 Sunday Funday 22 PROFILE RASNA VIACOM 18 spot would require magic. The next best thing, however, is trying to play safe by Rohit Malkani Energetic Role New Identities IDBI FEDERAL LIFE INSURANCE Mumbai He is back home and Akshay Kumar plays an Five ETV channels will now brimming with ideas. energetic part in this ad. bear the Colors name. Secure Future 26 heeding a tip or two from those who’ve been there, done that – and then emerged [email protected] victorious or learnt the hard way. MARKETING OFFICE B-3, First Floor, Sector-4, One of the most amusing tips of all was one given by an advertising executive quoted in the story – Noida-201301. she said, “First of all, let’s not fool ourselves. In India, no fan of cricket waits to check out the ads we’ve Tel: (0120) 4077800. MUMBAI made. So let’s be humble about it, follow a few simple rules and go home.” (One read and you’ll figure 501-502, Makani Center, 5th Floor, out who said it). Off Linking Road, Bandra (W), Mumbai - 400050 But on the other side of the globe, fans of American football actually look forward to sampling the ad Tel: +91-22-40429 709 - 712 films that play during the annual National Football League (NFL). SUBSCRIPTION ENQUIRIES Akhilesh Singh Can the Indian cricket spot become as popular as the great American Super Bowl spot? The (0120) 4077837 [email protected] aforementioned exec. seems to think so. It’s a matter of time, she surmises. And her clients feel the same. Owned by Banyan Netfaqs Pvt Ltd and In the meanwhile, no harm in doing things by the book, is there? Printed and published by Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063.

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

MAUKA MAUKA FILMS The Real Stars How Bubblewrap Films beat deadlines and exhausting shooting schedules to create a memorable campaign for the Cricket World Cup.

INTERVIEW 818 12 Siddharth Jain Turner India’s kids’ channels and other issues. 10 FACEBOOK Tailor Made OLX.IN URBAN LADDER CINTHOL A new program that creates Beyond a Transaction Sitting Comfortably Getting Real personalised campaigns based The online classified site’s ad The online furniture retailer A digital campaign that urges on devices used. showcases the emotional side. is sitting pretty. consumers to go offline.

afaqs! Reporter, March 16-31, 2015 5 $'9(57,6,1* ‘MAUKA MAUKA’ FILMS The Real Stars The team from Bubblewrap Films talk about braving deadlines and but it has picked up and people are even making exhausting shooting schedules of ICC World Cup ads. By Sohini Sen response videos. One of those response videos has actually got more hits than the original film itself,” points out Salvi. Imitation is the biggest form of flattery, they say. Triveni seems to agree. “Why would anyone stop any of these from happening?” he asks, adding, “take the incredible spot by TVF. ‘Mauka Mauka’ is spreading through response videos, jokes, t-shirts, etc.” The curiosity behind the campaign has increased with each film. While memes and rumours surface from time to time, Bubblewrap’s own ‘likes’ on Facebook have more than tripled in a matter of weeks. Briefs come with a day’s notice and the team has to deliver, even if it means pulling an all- nighter. Work, however, doesn’t suffer. This can be gathered from the meticulous detailing in the Mauka films. For example, in the India-

nce in a while, a campaign that binds the whole country together comes along. OOne such opportunity, or shall we say ‘mauka’, came to Bubblewrap Films recently, when Star Sports asked the production house to create a campaign around the ICC World Cup. With the creative ideas coming from Star’s Mustafa Rangwala, the team behind the ‘Mauka Mauka’ campaign set to work - never imagining that it would gather such popularity in such a short time. Sample this: the first Mauka film, India Vs Pakistan has been viewed 2.3 million times in three weeks, and has given rise to social media conversations. “The entire brief for the music was that, here “We even had a spot prepared for a ‘what was a guy who is searching for the ultimate chance “Briefs come with a day’s if we lose’ scenario - though we hoped we and has still not been lucky enough to get it. notice and the team wouldn’t have to use it,” says Suresh Triveni, Rather than making it gimmicky and spoof-like, director, Bubblewrap Films. “That is where the we wanted to make it soulful. Also, if you look has to deliver.” momentum started, so the real credit must go to at it, there are no cricketing sounds or words like the Indian cricket team.” chauka in the lyrics,” shares Triveni. Pakistan film, within that one on-screen minute, The team did not know that it would be a Vikas Dubey, from Star, wrote the lyrics, while the protagonist is shown living through five World long campaign - four films running presently and Alamgir Khan was chosen as the voice. The duo Cups (1992-2011). Keeping that in mind, the hopefully with two more to come. On January (Salvi and Utpat), which has worked on KBC set had to be changed completely each time the 22, when a brief came from the Star Sports (Kohima) and ‘Indian Idol’ campaigns as well, were passage of four years was shown - not even a team, all they knew was that given no more than a day to wrap up this leg of lampshade was repeated. the final spot was to go on the campaign. The Mauka campaign is what Triveni dubs an air by February 6. Keeping “The word has become like a chant now. It’s “organic campaign.” aside the dates for the post- just one word which is sung in different tempos. “Because, even I don’t know what I am going to production work, this gave Once the track picked up, we made it like a tagline shoot this week,” he explains, adding, “You can’t team Bubblewrap a total for the campaign - the alaapi mauka,” chimes a say who we are going to play against in quarter of five days to work on the smiling Utpat. finals. That is where the in-house brain of Star film - an impressive feat, comes in.” considering an ad film ALL IN A DAY’S WORK? The Mauka campaign has certainly put the generally takes 20-25 days ccording to Salvi, a music director can come six-month-old Bubblewrap Films on the map. As to make. Aup with a tune in a few hours or maybe a Triveni says, “We are the true underdogs and we day. Could they foresee how popular this tune love the attention.” MUSICAL MAUKA would become? That it would be picked up and The firm has worked on the recent McDonald’s he idea to incorporate a soundtrack came recycled by cyber-spoofers and cricket enthusiasts? ‘Oye Teri’ and Complan’s ‘Aakhir Khata Kya Hai’ Tfrom Triveni, who felt that if a spot had to No. However, they were aware that the platform campaigns. Says Ketaki Guhagarkar Surve, founder play for 10 whole days before the match, it might would be huge. and producer of Bubblewrap Films, “this certainly as well be hammered away on TV along with a “Who can ever miss an India-Pakistan match? gives us an opportunity to work with good, strong suitable tune. Enter freelance music directors And any conversation around it is sure to be scripts, which is what we want to be known as.”„ Vinayak Salvi and Rohan Utpat. followed. We didn’t expect it to become this big, [email protected]

6 afaqs! Reporter, March 16-31, 2015

$'9(57,6,1* OLX.IN Beyond a Transaction The online classifieds site’s new campaign portrays the emotional side of a transaction which happens between a buyer and seller. By Sohini Sen

elling your old cupboard or bike may just seem like a trivial transaction to many, but ask Sthose who part with their beloved items. That transactions on online market places are not merely an exchange of items and money, is the key theme in OLX’s new campaign ‘Keemat Bhi Kuch Keemti Bhi’. “The common perception is that OLX is used by people when they are low on cash or need to “Our campaign get rid of extra stuff lying unused. But, reality is that people from all classes use it. There is a is a tribute to Form IV (See Rule 8 ) higher order purpose when you sell on OLX as everyone who has 1. Place of Publication : New Delhi well, which is what we are trying to show here,” had to let go of a 2. Periodicity of Publication : Fortnightly says Amer Jaleel, NCD, Lowe Lintas and Partners. dream because of 3. Printer’s Name : Sreekant Khandekar It is the higher order benefit that is showcased in Whether citizen of India? : Yes both the films from the online classifieds site. One circumstances.” If foreigner, state the film shows an old car being sold to an interested AMARJIT S BATRA country of origin : Does not apply Address : 565, Mandakini Enclave, buyer. But, while money changes hands, a hearty SUSHIL KUMAR Alaknanda, marketplaces. The other user insight we gained New Delhi 110019 “We wanted to pertained to the place our belongings have in 4. Publisher’s Name : Prasanna Singh our lives. The products we own are closely Whether citizen of India : Yes pitch OLX as a If foreigner, state the tied to our stories, passions and dreams, and country of origin : Does not apply platform where OLX is a means to extend those dreams by Address : 72, Aravali Apartments, something bigger way of extending the life-cycle of the product. Alaknanda, is happening than Our ‘Keemat Bhi, Kuchh Keemti Bhi’ campaign New Delhi 110019 is a tribute to not only all OLX users, but also 5. Editor’s Name : Sreekant Khandekar just selling goods” everyone who has had to let go of a passionate Whether citizen of India? : Yes AMER JALEEL dream because of circumstances.” If foreigner, state the

FOTOCORP The fact that many brands are coming country of origin : Does not apply out with longer films does not deter Lowe. Address : 565, Mandakini Enclave, Alaknanda, laugh and a handshake signify the friendship that According to Jaleel, “The easiest way to show a New Delhi 110019 has been forged. higher order purpose is to take a social issue. But 6. Name and Address : Owner Meanwhile, keeping with the trend of long- to connect it to the character of the brand is where of individuals who own the Banyan Netfaqs Pvt. Ltd. format films, the second film is a tribute to cricket the challenge lies. We wanted to bring up the newspaper and partners 565, Mandakini Enclave, fans. With the ongoing ICC World Cup, this made emotional peg and pitch the website as something and shareholders holding Alaknanda, for a timely story. It shows a young man - an ardent where something bigger is happening than just more then one per cent New Delhi 110019 cricket follower - who has to give up on his dreams selling goods.” of the total capital to help the family. After several years, he sells off A third film is being made under the same Shareholders holding more than one per cent of the total his cricket bat on OLX, realising that it might be of campaign which should hit the screens in a few days. capital more value to someone else. The 360-degree campaign will also feature radio However, the film takes an emotional turn when spots, outdoor and print ads. 1. Sreekant Khandekar, 565, Mandakini Enclave, Alaknanda, New Delhi 110019. the man goes to watch a local match where the OLX has recently come up with a variety of ‘buyer’ is now using his bat to score runs. In both interesting campaigns - ‘Phone Ko Banao Sellphone 2. Sandeep Vij, E 98, Greater Kailash I, New Delhi 110048. the ads OLX tries to give more meaning to what is (Womaniya)’, which highlighted the benefits of 3. Shyam Khandekar, Secr Runsinkbrink 1, 2731 AG, generally believed as just a ‘transaction’. mobile classifieds especially for women, and the one Benthuizen, The Netherlands. Amarjit Singh Batra, CEO, OLX India, says, featuring Kapil Sharma, where the comedian posed 4. Sanjay Kapoor, 8/1 Shanti Niketan, New Delhi - 110 021. “When we started out, we had the challenging as unused items requesting to be sold off. 5. SEEDFUND, 001, Turf Estate, Shakti Mills Lane, Off task of creating the C2C market for used The OLX campaign stands in sharp contrast to Dr E Moses Road, Mahalakshmi, Mumbai 400011. goods in India. As the platform started gaining the recent Quikr outdoor ads. While OLX tries 6. Prasanna Singh, 72, Aravali Apartments, Alaknanda, New Delhi 110019. popularity, we realised that there was something to show meaningful transactions in its campaign, bigger happening which was more compelling Quikr assures users that they can keep their details I, Prasanna Singh, hereby declare that the particulars given and emotive than a mere transaction. People secure and private from buyers, if they wish to. above are true to the best of my knowledge and belief. enjoyed OLX because it thrived on direct human Whether users want privacy or a more lasting interaction, which is becoming more fleeting friendship with other users, the online marketplace Dated: March 16, 2015 Sd/. Prasanna Singh under the pressures of a busy and stressful life, is surely abuzz. „ Signature of Publisher and is typically done through middlemen in [email protected]

8 afaqs! Reporter, March 16-31, 2015

',*,7$/ FACEBOOK VIRAL NOW Tailor Made Challenging The program will work with brands in India, Indonesia, South Perception Africa, Kenya and Turkey, by creating personalised campaigns New PSA questions the implicit bias based on the devices people use. News Bureau most of us have when it comes to love. By Sohini Sen campaigns with brands through its Creative Accelerator model. For example, when ometimes even the most apparent thing comes as Durex wanted to reach people on the go a surprise. And, when it leaves us with a warm, and express the message that condoms can Sfuzzy feeling in our hearts, that’s when we know make “love pleasurable,” Facebook partnered there has been a connect. Ad Council’s latest PSA with Durex’s creative agency in Indonesia, has taken the social world by storm by challenging Upnormal Pingfans, to ensure that people perceptions and labels. accessing Facebook through feature phones The ‘Love Has No Labels’ campaign challenges and low-end smartphones would be able and makes us accept our own personal bias. It starts to seamlessly view the content on their with a reflection of two skeletons kissing each other devices. Different copy went out to males behind a screen. When people emerge from behind and females to take into account the cultural the screen, it is revealed that they, in fact, are two norms associated with condoms and sex in women in love. The screen then flashes the message Indonesia. ‘Love has no gender’. More skeletal reflections follow In another instance, Nestle Everyday and more prejudices are broken - including those wanted to reach people in both metro and related to age, disability, race, gender and colour. rural areas in India. Facebook, along with The campaign ends with the core thought - ‘Love the brand and its agencies, Publicis Delhi Has No Labels’. and Media Alliance, developed creatives This is what the video’s YouTube page says: based on people’s bandwidth strengths and “While the vast majority of Americans consider device types. People accessing Facebook themselves unprejudiced, many of us unintentionally with lower bandwidths on feature phones make snap judgments about people based on what we and low-end smartphones received still see - whether it’s race, age, gender, religion, sexuality images from Nestle Everyday. People with stronger bandwidth connections and more sophisticated devices received videos in their News Feed. Through the Creative Accelerator program, the brand wants to create campaigns that are meant for everyone - not just for high-end smartphones or iPhone users. It keeps in mind that mobile phone screens The program allows acebook has launched Creative brands to create Accelerator, a program to help brands Funlock the power of storytelling in campaigns for non high- high-growth countries. or disability. This may be a significant reason many Through this program, the social end smartphone users. people in the US report that they feel discriminated networking site’s Creative Shop is working against. Subconscious prejudice - called “implicit with clients and agency partners in India, can be different for different users and bias” - has profound implications on how we view Indonesia, South Africa, Kenya and Turkey, tweaks its campaigns around that. Bandwidth and interact with others who are different from us. to establish best practices for high-growth is also a challenge, because whether the It can hinder a person’s ability to find a job, secure a countries by developing campaigns tailored campaign should feature moving images or loan, rent an apartment, or get a fair trial, perpetuating to the people in each country and the devices stills depends on that as well. Through the disparities in American society. The ‘Love Has No they use to experience Facebook. program, Brands are now able to develop Labels’ campaign challenges us to open our eyes to our This move becomes all the more important and send rich media ads, such as videos, bias and prejudice and work to stop it in ourselves, in light of the growth of smartphones which to people on faster connections and more our friends, our families and our colleagues. Rethink blurs all geographical divides. relevant pieces of content, such as still your bias at lovehasnolabels.com.” “Facebook’s Creative Accelerator is a images, for those accessing Facebook on a The video received 3.5 million views in just one program designed to help brands unlock weaker connection. day. the power of personal storytelling in Mark D’Arcy, chief creative officer, The video invites people to go to the microsite high-growth countries. We are rolling Facebook’s Creative Shop, adds, “The biggest lovehasnolabels.com where people can take quizzes to up our sleeves to co-create with our learning for me - and this is overwhelmingly figure out if they have any implicit bias, without partners. There is no better way to learn true - is that technical limitation is not a knowing it themselves. There are also personal stories than by building together,” says Melissa limitation of cultural sophistication. And that from people who have been discriminated against. Oppenheim, the Creative Accelerator creativity is not limited by the bandwidth or The site, more importantly, gives an answer as to how program manager. by any one phone a person owns.” „ can one stop bias. „ Facebook has already started working on [email protected] [email protected]

10 afaqs! Reporter, March 16-31, 2015 35(6(176 &$03$,*175$,/ New campaigns across television, print, out-of-home and digital media. TELEVISION

KELLOGG’S CHOCOS MAHINDRA & MAHINDRA PIZZA HUT The breakfast cereal brand’s new campaign highlights the Mahindra & Mahindra’s new campaign promotes the Arjun Pizza Hut unveiled its latest offering the ‘Overloaded Big win-win equation between mother and child, where they Novo tractor leveraging 3D animation to demonstrate Pizza’ promising 30 per cent more toppings in its new learn and grow together over Chocos. The message is that superior technology of the tractor. The TVC explains and campaign. The ad depicts a weighing scale with Pizza the cereal enables children to unlock happiness in their dramatises product features highlighting its key message Hut’s overloaded pizza on one end and another pizza childhood. for customers – Technology that allows you to do the on the other. Toppings start to fall on both the pizzas impossible. simultaneously tipping the scale on Pizza Hut’s side outweighing the other pizza by a good margin.

Creative Agency: JWT India Creative Agency: Interface Communications Creative Agency: Ogilvy & Mather, New Delhi PRINT

PARK AVENUE JOHNSON AND JOHNSON VOLKSWAGEN Park Avenue has launched a print campaign with a set The FMCG company launched a print campaign to promote The auto giant released a print campaign to promote its of advertisements to promote its beer shampoo range its baby care products. The creative showcases a baby in new car Jetta which showcases all the features of the car across markets. The campaign was released across the bath with the catchline ‘She’s soaking up new sound such as control, speed and airbags. The advertisement the major newspapers with the catchline ‘Relax it’s a and scents’ and ‘Because your baby is the biggest sponge was released across metros. shampoo’. of all’.

C Creative Agency: Publicis Worldwide CCreative Agency: BBDO India CCreative Agency: DDB Mudra OOH DIGITAL

LG REACH MOBILE HUAWEI INDIA LG, the electronics goods manufacturer, created the Reach Mobile has launched an OOH campaign targetting The brand has launched #TestofHonor campaign to signature bat campaign where it created a gigantic bat the first time smartphone users in Sec B & C. The promote the new smartphone Honor 4X which comes for all cricket fans to write their wishes for their favourite company put up billboards with creatives stating ‘Dooriya with a powerful battery life. The company has asked teams. It was put at Hyderabad, Mumbai, Delhi, Gurgaon, Mitaye’ across West Bengal, Northeastern States, Orissa consumers to call on the new phone at 07045386911 Noida and other places. and Bihar. till the battery drains. The last person to call before the phone switches off, gets to keep the phone. The activity was live streamed on the brand’s website.

Agency: DDB Mudra-Max Experiential Agency: Posterscope India CCreative Agency: 22feet Tribal Worldwide

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

afaqs! Reporter, March 16-31, 2015 11 ',*,7$/ CINTHOL Getting Real Cinthol’s digital campaign urges consumers to give the internet a break and explore the real world instead. By Ashwini Gangal AWESOME INSIGHT? ccording to Prithviraj Banerjee, strategic Aplanning head, Rediffusion-Y&R Mumbai and Everest Brand Solutions, every generation looks at the newer guys and has something negative to say. When Cinthol makes a statement like this, it risks becoming ‘preachy’. “It would have made more sense if the product was closer to the execution, critiques Banerjee, adding, “The first few ads (released under the Alive Is Awesome thought) linked it (Cinthol) back to a feeling of freshness... a clear connect to the category. But this new execution makes a larger- than-life statement, running down the world of connectivity and mobiles, but does not tell the consumer how exactly the brand helps this happen.” Would it have helped if the protagonist was inthol’s latest digital campaign titled shown lathering up with a bar of Cinthol? “A small #AliveIsOffline, an extension of the brand’s connect, be it through a product demonstration, Ctwo-year-old umbrella thought ‘Alive is or even a usage occasion, would have helped,” Awesome’, urges today’s perpetually logged-in Banerjee answers. consumers to get off the internet and live in the Sudarshan Banerjee, director and managing real world. Ironically, the campaign is a digital one. partner, Utopeia, a brand marketing consultancy, The film has crossed 22,000 shares on Facebook offers on the matter, “The FMCG key visual and six lakh views on YouTube. could have brought some brand connect, though In the film, a lone male traveller explores the it would make the urbane kind cringe. Or maybe scenic outdoors while making a conscious attempt not. Man rummaging in the bag for said soap- to ignore incoming phone calls. Shot in Kerala, lathering up-soap dropping into lake after slipping the ad has been crafted by Creativeland Asia and off the rocks... might have been necessary evils.” produced by BWP Totem Productions. Kataria and Joseph: Go Offline Says Prem Mehta, former chairman and Sunil Kataria, chief operating officer, sales, your Twitter handle in exchange for?’ Hashtags managing director, Lintas India, and present day marketing and SAARC, Godrej Consumer #Addicted and #AliveIsAwesome were used. chairman, The Northpoint Centre of Learning, Products, implores the addicted netizen to remove In the ad, when calls to the protagonist go a management institute, “While the execution is the word ‘media’ from ‘social media’, and just unanswered, an Interactive Voice Response interesting from the point of view of building a be social - “with nature, fellow companions and (IVR) says, “The person you are trying to call long-term, outdoor personality, the immediate themselves.” is currently busy”. Cinthol is making similar- relevance to the product offering is questionable.” Anu Joseph, executive creative director, sounding, customised caller tunes available for Cinthol’s Kataria defends, “I have done films Creativeland Asia, says, “We go on holidays, mass download. The goal is to reach 90 million that show people bathing under waterfalls because but never go offline. We are never alive in the users, shares the brand team. For this, Cinthol has we wanted to build a connect for Cinthol. I want moment,” The campaign, he says, is Cinthol’s way tied up with several telecom providers. to sell premium, functional benefits, which my of reminding people to lead more “balanced” lives. The brand also plans to leverage online content functional films will do. This one is my ‘brand As part of the teaser leg of the campaign, team partners and Twitter influencers to promote the film’ not a ‘soap film’.” „ Cinthol asked people - ‘What would you give up campaign. [email protected]

to calculate ROI on ad spends by the impact of their brand campaigns. YOUTUBE measuring clicks and impressions, With the rise of online video, there advertisers focussed on brand has been a big focus on improving advertising have struggled to measure measurement for brand campaigns. Measuring Impact YouTube introduced True View ad formats which allowed advertisers The survey tool helps brand managers to measure to pay only if someone agreed to campaign impact in real time. News Bureau watch the campaign, and taking this a step further, brands are now using oogle has launched Brand Lift directly from the target audience in online survey tools to capture and survey tool on its streaming a matter of days. measure increase in brand awareness, Gplatform, YouTube, which As per an official note, companies ad recall and overall brand interest. allows brand managers to measure like Star India, Carwale, Nestle and Star India, Carwale The company claims that the impact of their advertising on J&J India have used this survey for hundreds of brands in India have brand awareness, ad recall and brand their brand campaigns. and Nestle have leveraged the Brand Lift survey tool interest, based on fast, accurate survey While online has always been on YouTube. „ data and search trends collected a measurable medium and easy used the tool. [email protected]

12 afaqs! Reporter, March 16-31, 2015 $'9(57,6,1* RASNA Energetic Role In its latest campaign, the much-loved soft drink brand ropes in the fit and tough-looking Akshay Kumar to convey the brand’s iconic message ‘I love you, Rasna’. By Saumya Tewari ummer is approaching, paving the way for a barrage of ads featuring various beverage Sbrands coming to the rescue as the ‘ultimate thirst quencher’. In its latest communication, the leading player in the concentrated drinks category, Rasna, goes back to basics by highlighting its iconic tagline, ‘I love you, Rasna’. The line, attached to the brand since 1987, makes a comeback, but with a twist. Instead of a celebrity mother, the brand has roped in a rather tough looking and fit Akshay Kumar to reiterate the brand positioning. Executed by Curry-Nation, the campaign features a young kid who mistakes a geeky- looking Kumar as the star’s look-alike. He asks Kumar to surprise his mother on her birthday and promises a yummy treat of different flavours of Rasna. Amused, Kumar meets the mother who enthusiastically serves them Rasna. A sip of the drink transforms Kumar into an energetic rapper who dances and sings along with the kids. The campaigns marks the launch of three an element of fitness and energy representing the special promotions to kick off an early summer - a brand’s essence completely,” she adds. 500 ml Sports Bottle worth ` 50 free with Rasna Apart from television, the campaign is being 500 gm Fruit Plus pack; a 1 litre Super Sipper promoted on print, digital, OOH and BTL. worth ` 75 free with three litre packs of Rasna Fruit Plus and a jug worth ` 100 free with three REFRESHING? Rasna Fruit Fun packs. aghu Bhat, founder-director, Scarecrow The brand has roped in ace photographer RCommunications, finds the campaign to be Dabboo Ratnani for still photography, for the new an ‘interesting move’ by Rasna, as Akshay has a packaging of Rasna, featuring Kumar and Avan macho action image that appeals to kids. Khambatta (the Rasna girl). “But, intentionally,” he notes that Rasna has not Speaking on the campaign, Piruz Khambatta, played up the action imagery too much. “Rather, chairman and managing director, Rasna, says, it explores the mischievous and humorous side “Today’s generation has become extremely health of Akshay Kumar’s personality which is more conscious and wants products that have health universal and would appeal to kids and moms as benefits attached to them. As a brand, we took the well,” he adds. early initiative to introduce variants to Rasna that “Normally, when a brand is trying to be relevant offer such benefits and now, with the coming of and contemporary, it ends up trying too hard. But, Akshay, a health freak himself, the combination is in this case, Rasna keeps it quite natural, for most sure to be unshakeable.” part of the ad,” he opines. Apart from Kumar, Rasna has roped in For Divyapratap Mehta, former national celebrities like Karisma Kapoor, Hrithik Roshan, planning director, Publicis Capital, the campaign Anupam Kher, Paresh Rawal, Virender Sehwag, seems ‘dated’. “The only positive side is that Genelia D’souza Deshmukh and Kapil Dev. Kumar might connect better with mother and For Priti Nair, director, Curry-Nation, Kumar children, than a celebrity mother,” he points out. brings an immense amount of ‘energy and an Lamenting that Rasna’s advertising has not evolved much since the last two decades, he suggests adding more ‘intrigue’ around the Akshay “Akshay Kumar Kumar look-alike plot or engaging mothers around “We took the brings an immense the mom-child bond, making the brand a more early initiative to active ingredient in their bonding. amount of ‘energy introduce variants Suraja Kishore, head - planning, McCann and an element of Mumbai, views the campaign as a shift from the to Rasna that offer brand being soft, kid-focussed to being young and heath and fitness’ health benefits.” peppy. However, he highlights, that the execution to the brand.” does not really deliver anything fresh. Noting that PIRUZ KHAMBATTA PRITI NAIR celebrity is never an answer for lazy thinking on the brand, he suggests that discovering insights FOTOCORP among Rasna lovers, who are now probably element of heath and fitness’ to the brand. “The script is fairly balanced as the central grown-ups, would have refreshed the bond they However, she is quick to point out that the ad does character of the campaign is still the ‘mother’. The share with the brand. „ not over-capitalise the ‘celebrity quotient’. story revolves around her. Kumar brings with him [email protected]

afaqs! Reporter, March 16-31, 2015 13

SP T DECISIONS The rule of thumb that brands, and their creative partners, ought to keep in mind while crafting communication during the cricket circus. By Ashwini Gangal

s determined cricketers fight it out on and the team plays badly, then you’re in the ground for the 2015 ICC World trouble – the ad just won’t work!” ACup trophy, brand marketers find Chauhan knows what she’s talking about. themselves in battle of their own. And what Remember the Blue Billion (Pepsi, 2007) makes it no easy feat is that each one is trying World Cup campaign? “It was totally linked hard to grab the TV viewer’s attention during to the performance of the team and it was a this high-decibel mega-event. total washout - that was quite a nightmare. So The premise is that the average Indian that is a lesson we’ve all learnt. Ads like those cricket viewer is not in the most attentive, can backfire very badly,” she says. or receptive, frame of mind while watching And “Ra-Ra ads” of the ‘Come on India, a riveting game. So if ads are an unwelcome dikhado’ kind make her nervous too. Consider interruption in general, where does that leave Star Sports’ ongoing ‘We Won’t Give It Back’ ads between nail-biting overs? Not in a very campaign. “If the team plays well it works and good place - unless, of course, the spot is your campaign becomes the talk of the town. crafted cleverly. What does that mean? But if the team doesn’t perform, then it’s sad. We tried to zero in on the thumb rules that So you’d rather talk just about things like the brands, and their creative partners, ought to joy of the sport, all the world coming together keep in mind while crafting communication and the final spectacle,” she shrugs. for ‘cricket spots’. Presenting a popular Do marketers approach cricket spots view is Ganapathy Viswanathan, senior vice differently than they do regular ones? president, Eureka Mobile Advertising: “With “Definitely, yes,” says Rajiv Mathrani, director World Cup ads, clutter levels are high. It helps and category marketing head, snacks, PepsiCo if the ad captures the spirit of nationalism. India. This time, his creative brief was: Look The safest bet, though, is to use a celebrity.” for an insight that works specifically for this If only it were that simple. edition of the World Cup. “It is important to understand that the core messaging of the Cricket related - or not? brand need not change. But the trick is to et’s start with the most counter-intuitive make the communication very contextual, by Ltip of all. While one would assume the finding out – and then latching on to – the best route is to somehow link the ad to ‘trending thought’ among consumers,” he cricket, some strongly counter-recommend shares. this tack. “If your ad is going to run during For example, for the Lay’s ‘Yeh Game Hi cricket, ideally it shouldn’t even be about Hai Taste Ka’ campaign, his team identified cricket. If you’re a big brand, sure, you can the inconvenient match timings as the most have a take on the game. Otherwise you just trending thought around this time’s World look like a me-too,” says Anuja Chauhan, Cup. “Thus,” Mathrani reasons, “Our ads creative consultant, JWT. show Lay’s being used as a tasty bait to get out More importantly, says Chauhan, who is a of college/office and watch the matches live.” member of the agency’s Power of One (Po1) team, one dedicated to the PepsiCo account, Short, crisp, funny the film should not be too dependent on the hen it comes to thumb rules, Malvika performance of the team. “That’s the most WMehra, national creative director, Grey, important and basic rule, because if the ad is puts it quite bluntly: “Viewer threshold for dependent on the performance of the team rubbish is very low during cricket, so if you

16 afaqs! Reporter, March 16-31, 2015 &29(56725< air an irritating ad during the game, to-action commercials, something to say, “What’s Sony talking about? A you’ve had it. You need to remember viewers are believed to have little Triluminos Display - that’s feature- that it is a tougher mountain to climb appetite for during the game. One driven; it’s not in the brand zone. when you’re making a cricket spot. of the ads at the receiving end of Lloyd’s communication, on the other As agencies and brands, we have to much social media flak is Lloyd’s hand, lends a brand perspective, not a try harder than usual.” commercial for its air-conditioner. sales perspective.” His second World Her only rule for a cricket spot is “Who’s going to listen to that Cup spot attempts to get viewers to – say your piece and get out quickly. Titoji fellow (a character in the log onto the brand’s website www. Long format just won’t work. For ad, alongside actor Shruti Haasan) MyLloyd.com. example, her team recently released and take note of an SMS that has Speaking of call-to-action though, Make communication a World Cup campaign for Gillette: to be sent to Lloyd about a KKG most experts agree that if it is contextual, by finding the short, tactical films about a special (Khushiyon Ki Guarantee) number relevant, it will work wonders. For out and latching on to blue coloured razor are for TV and during an important match?” fumes instance, Lay’s ongoing campaign the ‘trending thought’ the touching, long format film about the creative head of an agency. But, that requires viewers to scratch among consumers. a visually impaired cricket fan, is for that’s where we catch her: She recalls their packet of chips and then send digital. “Would the long spot have all the details of the ad! From where an SMS. Domino’s, through its RAJIV MATHRANI worked on TV during the matches? Lloyd is standing, well, mission Cricfeast campaign, is incentivising PepsiCo No way; we would have probably accomplished. ordering a pizza during the cricket been lambasted,” she says. So perhaps, a cricket game is, in season. The carrot is always the same Speaking of duration, we’ve fact, the ideal platform to release - a chance to win goodies, the biggest facing marketers remains pretty noticed all too often how ads get otherwise bland campaigns. By virtue one being tickets to the important much the same, either way – how cut short midway when the next of sheer repetition and guaranteed matches. can I make a big impact with my over begins. Even if the advertiser eyeballs, there’s no way the TG will cricket spot? pays only for the on-air time, it’s miss the message. “That’s a brutal Laying the pitch In the US, brands and their unpleasant when the film is slashed way of looking at it, and I will not hile the creativity of the agency partners try and put their suddenly. endorse that point of view,” says Wcricket spot is the focus for most creative foot forward while Suthan, going on to admit, “But yes, most marketers, for some, the media making ads for Super Bowl spots. anything hammered continuously, planning and buying comes under Sure, in India too there are many can influence behaviour and improve the spotlight during events like the thematic, made-for-IPL spots –

SUSHIL KUMAR recall. It’s difficult to ignore what World Cup. For instance, for team like Vodafone’s ZooZoo ads, first irritates you... sometimes the really MTS, the media planning aspect of launched during IPL Season 2 – bad ones stick.” the Baby film was the most important but many of them continue to be Hari Krishnan, CEO, Lowe one, behind the scenes. functional and product-centric in LDB Sri Lanka, says, “If you drill “For large event like the World nature. Consider the recent ‘Dettol, any nonsense at high frequency, it Cup, media planning is crucial, Dettol...’ World Cup jingle. will be remembered in the short as the frequency of the ad plays a As JWT’s Chauhan puts it, our If your ad is going to term but that does not make the big role. Brands need to plan their cricket spots “are not necessarily the run during cricket, communication memorable or the edits accordingly,” says the MTS most creative advertising. But brands ideally it shouldn’t even brand endearing.” spokesperson, adding, “For example, are, however, trying to put their most be about cricket. Lending a more balanced view, I need to have a master edit as well sticky advertising forward during the Sukumar Menon, chairman and as many shorter edits ready. I need games.” chief creative officer, Black Swan to ensure that the frequency with Why do the two markets behave ANUJA CHAUHAN Life, opines, “I really don’t think a which these edits are played, helps differently on this front? Grey’s cricket spot has to be tactical. That the ad stay on top-of-mind. A lot Mehra has a simple answer: “In JWT shouldn’t be the starting point. If it of planning goes into deciding the India, people don’t watch cricket happens naturally, great. I don’t think frequency of each version.” The for the ads. They watch it for cricket Duration aside, many marketing communication should be crafted Baby film has 50-, 30- and 10-second only. We (agencies and brands) experts feel that cricket spots ought to keeping such assumptions in mind. versions. haven’t reached that kind of God be funny or at least low on emotional Some brands will find a natural fit Is it right to dub the World status yet, where a layperson says - quotient. The logic is that since high with the human attributes of World Cup as the Super Bowl of Cricket? ‘Arrey dekhtey hai kaunsa ad aayega’. voltage matches generate tension, the Cup and if done right people will While one may argue that it’s the But that’s exactly how it is in the job of a cricket spot is, in part, to lap it up, like the Beats commercial annual IPL, and not the World Cup, US when it comes to Super Bowl provide some much needed comic for the Fifa World Cup, but if it’s a that warrants being dubbed ‘The commercials.” relief. A bit like the humorous, forced fit, it can boomerang.” SuperBowl of India’, the problem True, but the difference runs lighthearted MTS Baby commercial Nipun Singhal, director, Lloyd deeper. The Americas are what that was launched during the India- Electric & Engineering, takes all the experts call “saturated markets”, Pakistan game. criticism around his commercial especially across categories like An ad that was both short and with a pinch of salt. He defends, F&B, telecom and FMCG. Brands, funny was Fevikwik’s soldier “We’re not saying, ‘Here is a buy- therefore, are more focused on commercial. Prathap Suthan, one-get-one-free offer,’ or ‘Here is addressing their existing loyalists managing partner and chief creative a 20 per cent discount’ – which in a manner that transcends the officer, Bang in the Middle, decodes, is pure tactical messaging. Offer- functional aspects of their products. “It was a new set up, a new plot, and driven messaging would be stupid, But in India, the reverse is true. more importantly it showed Wagah yes. There’s no hook in my ad that As the MTS spokesperson puts it, Border right in middle of an India- tells people to go out and buy the We don’t say: ‘Okay, “Here, everyone is still fighting for Pak match. What else do you need? product. I’m not saying, ‘I have now that we are market share. We’re still in the race It has entertainment, crowd support, launched a new inverter AC that of getting consumers to come to our enmity, valour, patriotism, and an gives you 30 per cent power saving, advertising in the World platforms and to try our products. Indian victory. It just caught fire.” so go buy it now’.” Cup, let’s think of some That’s why, as a short term strategy, Singhal insists that his ad presents content for this spot’. functional advertising works.” Call to action? a long-term, brand philosophy. “The Vivek Sharma, chief marketing his World Cup, some brands film is about our differential service VIVEK SHARMA Thave boldly aired their call- in the market,” he explains, going on Pidilite FRQWLQXHGRQSDJH>>

afaqs! Reporter, March 16-31, 2015 17 %7/ URBAN LADDER Sitting Comfortably The online furniture retailer, apart from advertising across Bengaluru airport, also placed some of its best-selling chairs on display. News Bureau

attention grabbing hanging banner, the brand is reaching domestic departure traffic, while the showcase on the mini totem further augments the message reach by covering both international and domestic traffic. Manu Prasad, director - brand marketing, Urban Ladder, says, “Airports are high visibility areas, especially when passengers have enough time to sit after security check in and before boarding, which makes it a perfect location to capture attention. Placing the actual product for people to experience it rightly serves the purpose of our campaign.” Serving as the gateway to South India, KIA handled over 14.38 million passengers in 2014. Alok Duggal, business head, KIA, rban Ladder, an online furniture retail brand by letting people experience JCDecaux India, says, “Urban Ladder market, recently launched an OOH the actual product. The brand has also is a brand that makes your need Uactivity to highlight the solutions it placed some of its best-selling chairs for contemporary classic furniture proposes to fit everyday objects and utilities into on display in the lounge. Prasad and Duggal: fulfilled with products that blend smaller spaces, all the while keeping a relaxing and By placing the creative on the Increased visibility beauty and functionality. Likewise, homely feel. our media at KIA provide modern The campaign was launched at the Kempegowda The brand has placed some of its as well as custom solutions to suit International Airport (KIA), where the brand has every campaign objective, and we are handpicked a network of hanging banner and mini best-selling chairs on display excited about partnering with a brand totem, at the domestic departure lounge. that shares our ideals.” „ The idea was to create awareness about the in the lounge. [email protected]

communication.” Also, a single cricketing

Spot Decisions Moreover, the Super Bowl is, tournament takes place over many FOTOCORP FRQWLQXHGIURPSDJH strictly, an annual affair, whereas we weeks but the Super Bowl is all << have multiple high-interest cricket about one big crescendo of a game. officer, Pidilite Industries, the events through the year. “Therefore, The Cricket World Cup is a phased company that markets Fevikwik, from an ROI perspective, I would tournament. A campaign for such admits, “We don’t sit with our want my advertising to last over an event, therefore, must have the agencies and say, ‘Okay, now that multiple campaigns over time,” potential to run over a period of we are advertising during the World Sharma says. time, so as to sustain consumer Cup, let’s think of some content for interest, which keeps fluctuating. Say your piece and this World Cup spot’, unlike the way As PepsiCo’s Mathrani argues, get out quickly. The ads are conceptualised specifically for “For Super Bowl, the focus is on long format just the Super Bowl in the US.” one day - the Super Bowl Sunday. won’t work. Why not? “What is important Thus, it boils down to that one huge in a high-growth, evolving, market creative and that’s it. But in India, a like India is to grow one’s brand. brand needs constant ammunition MALVIKA MEHRA Things like brand franchise, brand through a cricket tournament; we Grey awareness and brand usage come have to focus on releasing different, first,” he answers, adding, “Yes, customised creatives over time to brands can make IPL or World Offer-driven messaging keep engagement levels high.” the tournament, it is important for Cup-specific communication if they would be stupid. Another implication here is that it to be entertaining and watchable have organised a promotion or an There’s no hook in my cricket spots ought to be crafted multiple times over.” event or a special product/pack for in a way that makes them suitable As the ICC World Cup 2015 that tournament. But that doesn’t ad telling people to go for repeat viewing, unlike a Super enters its most exciting phase, here’s happen too often in an emerging and buy the product. Bowl ad that is not hammered away hoping more and more brands are market like India, because here brand NIPUN SINGHAL at viewers as much. As Pidilite’s able to utilise the great Indian cricket specific-communication will always Sharma puts it, “Since the ad is pitch to their advantage. „ take precedence over event-specific Lloyd Electric & Engineering going to be aired frequently during [email protected]

18 afaqs! Reporter, March 16-31, 2015 352),/( _1(:6 ROHIT MALKANI I CHIEF CREATIVE OFFICER I MINORITY BRAND CREATION AND MANAGEMENT

zero business sense, and creative guys are generally pathetic with money. Suraj and Yogi asked me to focus only on the creative product, which was Coming Home great,” he adds. Popo’s mandate has been to get more and more media visible clients, create disruptive work and attract more talent. Digital has been slated By Sohini Sen for Phase Two. Having worked in Grey, Bates 141, Publicis Ambience, Planetasia and JWT before, could it be that from a brand perspective this is a scaling down for Malkani? He does not agree. “The mistake we hy does someone leaveave a big,big, plushplush agency jobjob in Singapore and move oftenoften make is because it soundssoun bigger. To me it is about being happy back to India to headad a much smaller team? Agility, feels Minority inin where you are anandd doing the kind of work that you do. And W Brand Creation andd Management’s new chief creative officer, I think the pleaspleasureu of working with a bunch of people and Rohit Malkani. sailing youryour ownow ship is a separate high, not a scaling Popo, as he is fondly known,own, joinedjoined Minority in February down.”down.” bidding adieu to Publicis SingaporeSingapore where he was regionalregional HeHe lists theth advantages of working for a smaller agency creative director. Is there a hugehuge difference between India - agility and processesp being the topmost on his mind. “A and Singapore in terms of working?working? “I don’t think so. The smaller agencyagen also makes you a little braver. You go to pitfalls, the problems are veryery much the same. There are pitches, gunsguns blazing, and nothing to fear. The promise slight differences. Singaporere getsgets a bit more organizedorganized youyou bring is ofo a smaller but a dedicated bunch of people while India is a lot more excitingiting because we have our own working on youryo brief,” adds Malkani. industry,” says Popo. MalkaniMalkani is fond of working with the younger lot. Malkani moved to Singaporepore a year-and-a-halfyear-and-a-half backback FosteringFostering and mentoringm has always been something he because the role and prospectpect of headingheading enjoys.enjoys. He stronglystrong believes that the only way to become another market excited him.im. It was bigger is to nurturenurtur and develop people. He is also “fiercely” only in the last few monthshs when protectiveprotective of thethe creative flock. he figured that the regionalal role IItt is notnot that Malkani does not worry. The pressure was becoming ‘less relevant’vant’ oonn him to get new businesses is immense, especially that he decided to take up the kkeepingeepin in mind that Minority has only now got offer from Minority’s Yogiogi iitsts gameg together in the last few months. That Vashishta and Suraj Pombra.a. sshouldn’tho be a problem since he has worked “The fact that the three ofof oonn many brands including Red Label Tea, us have a lot of similar viewsws KKingfisher,i Acer, McDowell, Van Heusen, helps. It’s critical to be onn EESPN,S Sony Music, Indya.com, Vicks, Bisleri the same page. Often there isis anand ING. this huge clash of egos. Butut “Somewhere you have to strike a balance we have our own distinctct bbetween getting clients who are truly great strong points. Yogi has beenn ppartners and just getting business. Getting on the client side half his life,e, tthe right kind of partners, from where we and in the agency side for thehe wwill shine and attract even more people is other half. So his perspectiveve wwhat keeps me awake at night,” he puts in. often puts me back on track.ck. Malkani who has worked with Grey, Bates Suraj comes from a strategicegic 14141, Publicis Ambience, Planetasia and JWT frame of mind and is strongg on ffeelseels that the industry has given him huge client relations, ops. It’s a nice hhighs.ighs. ButB at the same “it has lost the conviction combination,” admits Popo. ooff goinggoin to a client and saying ‘either you buy More than just returningturning tthishis or forget it’. The sense of being a boardroom to his country, this gavee Popo papartnerrtner as opposed to a supplier (of creative ideas) is an opportunity to almostst playplay ddecreasing,ecreas and this is something that has disturbed entrepreneur. “Is it the secondnd bestbest mme.e. WeWe need to change that and bring more value thing after launching yourr own ttoo conconversations.”v „ agency? Yes. I think so. I havehave [email protected]

head, MTV and Indies, says, “The PEPSI MTV INDIES world of sub-cultures is exploding, and we are excited to be right at the heart of it, firing up this revolution. Turning One Set Up. Discover.” Jaideep Singh, senior vice The channel is launching a first-of-its-kind president and business head, INS, says, “This is our first big step in property SPIRO to celebrate indie. News Bureau the Indie music space, and we are sure that consumers would love the epsi MTV Indies is all set to The takeover will kickstart with line-up.” celebrate its first birthday as its first edition in Mumbai on April Pepsi MTV Indies reaches about Pthe world’s largest platform 1, 2015 and will continue till April fans across its 207 on-ground 25 million homes and 10 million for everything indie. It has joined 4, 2015. events. weekly viewers through its TV hands with Live Viacom 18 to In less than two years, LIVE SPIRO will take over the city channel, and has also launched launch a first-of-its-kind indie Viacom18 has created close to 13 of Mumbai with multiple events an app and website that facilitates experience - ‘SPIRO: an MTV Indies large-format properties in the music across music, comedy and film. music discovery. „ Takeover’. and entertainment space, engaging Aditya Swamy, EVP and business [email protected]

afaqs! Reporter, March 16-31, 2015 19 0(',$

VIACOM18 SABMILLER New Identities Responsibility on The network has the Road re-christened five regional ETV channels The road safety campaign is which will now don part of its ‘Respect the Road’ the Colors identity programme launched in 2011. represented by its logo. ABMiller India has partnered with Rapid News Bureau Metro Gurgaon (RMGL) and launched an Soutdoor campaign to promote responsible olors, the fastest growing drinking and road safety. entertainment network, The brand will greet metro commuters with Cis expanding its portfolio the message of road safety on the platforms and by rebranding five ETV regional inside the metro. general entertainment channels The message has been creatively designed (owned by Prism TV). This with the ‘Don’t Drink and Drive’ mascot ‘Traffic brand licensing will soon have Tau’, to ensure that it reaches people and sticks ETV Marathi, ETV Gujarati, ETV with them. Kannada, ETV Bangla and ETV dsf sfg This campaign is part of ‘Respect the Road’ Oriya don the Colors identity. programme that was launched in 2011, and This move will let Colors’ us foray into key regional markets as is supported by the franchise expand its footprint to The we nurture and monetise the bouquet Gurgaon Police. key regional markets. Subject to rebranding across platforms,” Vats further says. Speaking about it, receipt of mandatory regulatory There are plans to launch more Meenakshi Sharma, vice approvals, Viacom Inc., through its exercise will shows in the fiction, non-fiction president, sustainability subsidiary Nick Asia, will acquire space and events on the channels. and communications, a 50 per cent interest in the five go on till According to Vats, the five Prism SABMiller India, says, regional general entertainment April 19. channels have had a big history. “They “Promoting responsi- were the first channels in regional, ble alcohol behaviour and hence command a reasonable is one of our key sus- amount of trust and loyalty with tainable development their core customers. What the imperatives. We are rebranding exercise will do is - it happy to associate will allow some amount of fresh with Rapid Metro air, contemporariness, innovation. Gurgaon to help us The profile of advertisers will promote responsi- depend on the shows we have. ble drinking and road safety. The purpose of rebranding to The initiative should help us reach commuters Colors is for the Prism team to be in Delhi and Gurgaon, who use rapid metro able to exploit the opportunity in every day.” its entirety. This means increase Sanjiv Rai, managing director and CEO, in viewership and ad revenues as RMGL, says, “Rapid Metro Gurgaon has been well. They continue to run the catering to its commuters, providing safety and channels, while TV18 will continue to own the channels. We are here as advisors and to look at convenience. With the same thought, we have remaining 50 per cent. synergies.” partnered with SABMiller India’s ‘Respect the Sudhanshu Vats, group CEO, Viacom18 The revelation of the new brand identity Road’ programme to promote responsible drink- Media, says, “The strategic pillar of growth as we of each of the five regional channels has been ing and road safety.” go forward has been sharper segmentation. And, staggered across a period of two months starting Other partners of the programme include one of the most logical pieces in segmentation March 3, 2015. The rebranding has been designed Home Safe India - call a chauffeur partner, radio is looking at geographical, regional, linguistic to coincide with important regional festivals that partners - Radio City 91.1 FM and Taxi partner segmentation. All regional languages put together mark new beginnings. - Mega Cabs. in India, about 59 per cent of India speaks in To popularise the rebranding, a 360-degree The programme is also being promoted on regional languages, and the rest speaks in Hindi marketing and communication campaign has digital with innovative posts on road safety, urg- language. It’s important that we develop our been designed consisting of TV, cinema, cable, ing people to look for alternatives to drinking footprints in the regional markets as well.” on-ground, radio, and outdoor as well as digital and driving. Hindi entertainment viewership is about 44 per platforms, customised to individual regional SABMiller India is the Indian arm of cent, comprising 29 per cent from Hindi GEC and markets. Region specific events and on-ground SABMiller plc that has more than 200 beer about 14-15 per cent from Hindi Movies, whereas activations with popular local influencers are also brands and 70,000 employees in over 80 coun- the regional viewership is about 30 per cent. “As on the cards. tries. The company serves the market with ten India develops, the pride in regional language is Each campaign will run for approximately four breweries across various states in India with only going to get strengthened and the viewership to five weeks, beginning with Colors Marathi on popular brands such as Haywards 5000, Knock will grow, and when viewership grows, ad dollars March 22, coinciding with the Maharashtrian Out, Royal Challenge, Foster’s, Indus Pride, Miller follow,” he adds. New Year - Gudi Padva. The rebranding exercise High Life and its super-premium international “The expansion fuels our growth strategy in will go on till April 19. „ brand Peroni Nastro Azzurro. „ building the Colors franchise. The move will help [email protected] [email protected]

20 afaqs! Reporter, March 16-31, 2015

0(',$ NEWSX Sifting the Evidence The new campaign has been initiated to enable viewers to see beyond the apparent. News Bureau

ewsX, the English news channel from iTV Network, has launched a brand Ncampaign with the intent of enabling the viewers to see beyond the apparent. According to the channel, most of the things that people hear are opinions, not facts. They are perspectives and not necessarily the truth. To bring to the viewers what lies beneath, make them see the unseen, NewsX has repositioned itself to bridge the differences between augmented and the ground reality of every story. The brand campaign titled ‘See Beyond’ will be a continuation of ‘News. Not Noise’. It will take the brand values to the next level and will promote the channel’s philosophy at large.

that the campaign has been launched at this time, keeping the next financial year in mind. “We would want advertisers to take a note of the new emerging brand in the country,” Dilip says. WPP’s Wunderman has worked on the campaign. “They seem to have cracked a brilliant campaign which is like a breath of fresh air, rather than going the routine way and talking about the usual stuff,” Dilip adds. The channel is employing traditional and social Kartikeya Sharma, managing director, iTV a conscious effort to emphasise on facts, not on media to promote the campaign, covering B2B and Network, says, “NewsX is evolving. We are opinions, devoid of hysteria and sensationalism. B2C, across outdoor, on-air and social platforms. overwhelmed with the success of NewsX in This campaign will help the brand stand out as a The network wants to reach out to audiences such a short span of time. We are glad about our catalyst of fair and unmolded news broadcast.” across platforms and genres. „ acceptance among the viewers. This campaign is Savvy Dilip, group CMO, iTV Network, says [email protected]

SONY AATH our audience base and create a loyal king of Nadia in the 18th century patronage for the show.” AD. Such was the genius of Bhar Gopal Bhar was in the court of that the King considered him as a Sunday Funday Navaratna of his court. His statue can still be seen in the palace of The new slot premiered with ‘Gopal Bhar’ on Raja Krishnachandra. Stories about March 8, at 10.30 AM. News Bureau his exploits are narrated in Bengal to this day and are immortalised in ony Aath, the premium Bengali the legendary court jester Gopal countless short stories. The stories entertainment channel from Bhar. are short, beautiful, and humorous, SMulti Screen Media (MSM), Tushar Shah, senior vice and have a specific social message. has introduced a kids’ slot on president - corporate, who also Gopal Bhar is famous for stories of Sundays. The ‘Sunday Funday’ slot manages Sony Aath, says, “We are his wisdom, in which he outwits will premiere on March 8, 2015, at really excited to present ‘Sunday other fellow courtiers. 10.30 AM. Funday’ to our audience. Animated Sony Aath has a mix of fiction The first series to be launched comic series based on an immortal and Bengali cinema. It has fiction in this slot is ‘Gopal Bhar’, a highly character like Gopal Bhar has a shows such as ‘Crime Patrol’, popular character and franchise universal appeal, making it a treat to ‘Adaalat’, ‘Aahat’, ‘Jakhon Bhoot amongst kids in Bengal. A two- watch not only for the kids, but for Aashe’, ‘Bhayanak’ as well as a library hour weekly slot on Sunday will the entire family. With the launch of contemporary cinema. „ showcase five legendary stories of of this show, we hope to expand Raja Krishnachandra, the famous [email protected]

22 afaqs! Reporter, March 16-31, 2015

,17(59,(: SIDDHARTH JAIN> MD, SOUTH ASIA, TURNER INTERNATIONAL INDIA “We have lots of boxes to tick before getting into the Hindi GEC space”

Jain talks about the with. We want to get to a have only 20,000 meters rationale behind critical mass first, before we (barometers). But, by July, look at advertisers. May be in this year they will increase launching a third a few months’ time, or may the number to 40,000-50,000 channel for kids and be in a year. meters. We’ll have full data other issues. What kind of investment coming in July onwards. We By Prachi Srivastava has gone into this launch? are looking forward to it. When do you expect to urner International break even? Toonami will launch with India, a leading Jain: We will invest heavily international content, but network in the into content and are positive will it add local content kids’ space, that in another 12-24 and local characters Trecently launched a third months, we will be breaking eventually? Will the kids’ channel, Toonami, even. content be dubbed in positioned as an action local languages? adventure channel. It will How are you distributing Desai: As and when we get have superhero content as Toonami? How are you critical mass, ratings and well as anime content from pricing it? a sense of trends, we may Japan. Jain: We are selling Toonami or may not introduce local The network’s existing for `17.7. We have started content. portfolio includes kids’ seeding it only in the digital entertainment channels network. The strategy is to All big networks are Cartoon Network and Pogo, cover all the digital networks present in the Hindi English movies HBO, HBO general entertainment Hits, HBO Defined, WB space - in which you and news channels CNN have failed to succeed International and CNN-IBN FOTOCORP twice (Real TV, Imagine (a JV with TV18). TV). Do you still see an Also present was Krishna opportunity here? Desai, executive director and Jain: The Hindi GEC genre network head, Kids, Turner gives you scale. We have International India. Edited Jain and Desai (R): Eyeing the digital space tried it twice in the past; Excerpts: both times it didn’t work for slightly skewed towards advertisers and people who different reasons. What prompted the younger kids. Both have produce such content. We At the moment, do we launch of Toonami? What entertainment content have an edge, because we have any concrete plans? Yes need gap is Turner trying rooted in humour. have been in the business for and no. We will look at it, to fill here? Toonami is in the action a long time now. but there is nothing in the Jain: We have been working and adventure space - it is for offing for the next couple of on this project for over a the older kids (above eight Though the third most first, then move on to analog. months. year now. Not that there was years) and young adults. viewed genre, the kids’ BARC is going to throw something missing in the segment doesn’t get its up a whole new paradigm Does the absence of other two channels (Cartoon The kids’ channel segment due share of revenue... of data next month. a Hindi GEC pose a Network and Pogo); they already has around 12 Jain: Yes, despite having Digitised markets will not challenge to the strength cater to the full 4-14 years players. With Toonami, seven per cent viewership, change whether it’s TAM of a network? segment. and Da Vinci Learning, we attract only about three or BARC. With expansion Jain: Yes and no. The target audience for the number rises to 14. per cent of advertising of digitisation, the analog The Hindi GEC space today Toonami is more male- Do you think that there in the genre, but things market will shrink further. is very competitive. The skewed, as it showcases is enough scope for new are changing. We are now Typically, if you want to last successful launch was more action anime. We have channels to survive? targeting mothers and have start with advertising, you Colors (in 2008) and the cost faith in the content. Krishna Jain: The cost of launching started seeing advertising on have to carpet-bomb, cover is probably 15 times more (Desai) and his team have a channel has definitely that front too. all the networks, and then today. worked hard to make sure not gone down despite Research has shown 60 days down the line, you We have learnt lessons we understand the audiences digitisation; the cost of that kids at home influence realise that the market is twice and have lots of and the way they respond. content is always spiralling the decisions made and different because the data internal boxes to tick before and the cost of creating advertisers are also realising is different. BARC will be we even get into the Hindi How is Toonami different animated content is really that they have to reach out to more updated in terms of GEC space.We are open to from Cartoon Network high - you need deep pockets, kids as well. technology. There will be it; the genre is not closed for and Pogo? knowledge and relationships We are looking at a some teething problems, us. „ Desai: CN and Pogo are on the ground, with agencies, subscription-model to start because, to start with, they [email protected]

24 afaqs! Reporter, March 16-31, 2015 -2%6:,7&+

Post: Visualisers Profile: A quick thinker with communication business and Email: [email protected] Company: Akriti Adcomm Pvt. Ltd. great communication skills media Researching and identifying ...... Profile: Good Visualization skills. familiarity and with a minimum prospective clients. Post: Assistant Manager Sales Responsible for designing micro of 1 - 2 years experience of having Should have sound experience of Company: Orienta Cine Advertising sites, mailers, Print ads, Logo handled clients across various planning, developing & executing Pvt. Ltd. designs & banner creatives. Must verticals will be an asset. He should digital marketing strategies. Profile: He should be operationally have extensive experience of color be operationally sound and capable Exp: 2 to 8 yrs. sound and capable of handling full scheme and typography.Working of handling full cycle assignments Location: Mumbai cycle assignments from briefs to knowledge of Flash Animation, from briefs to execution. 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Company: Sunny Advertising Profile: Ability to think on the feet, ideate and execute campaigns Ads Exp: 2 to 4 years Profile: Ability to work on multiple document a brief and get good brochures etc for various medias. Email: [email protected] assignments simultaneously. output from the creative team. Exp: 2 to 5 years...... Confidence, to present and explain Must be highly organized and have Location: Mumbai Post: Copywriter ideas to colleagues. Ability to work the ability to multi-task Plan and Email: [email protected] Company: ICOMO Advertising under pressure. Coordinate on new projects and ...... (India) Pvt. Ltd. Exp: 3 to 6 years. sniff out project opportunities. Post: Sr. Copywriter Profile: Ability to generate out Location: Mumbai Over-see day-to-day operations of Company: Weavers - The Creative of the box ideas roll out clean Email: [email protected] client projects House fluid evocative copy turn briefs Exp: 2 to 3 years Profile: Responsible for making into inspiring pieces of marketing Location: New Delhi excellent brand communication for communication be comfortable Email: [email protected] all our client. Develop concepts for with both long and short copy - ...... commercials, contests or any other Exceptional grip on various media Post: Art director sort of promos vehicles and advertising work across Company: Thoughtrains Designs Exp: 4 to 5 yrs various industry verticals. Pvt. Ltd Location: Mumbai Exp: 3 to 5 yrs. (9(1*22'&$1! Profile: Ability to work on multiple Email: [email protected] Location: Mumbai assignments simultaneously...... 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afaqs! Reporter, March 16-31, 2015 25 3(23/(

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

ishant Goyal, Umargekar as head of strategy at its Mumbai Na well-known office. He joins the agency from Lowe Lintas and name in the advertising Partners, where he was VP - strategy and planning. fraternity and former In his career spanning 13 years, Umargekar has director at Coconut worked on brands like Axis Bank, Bookmyshow, Films, has joined Lifebuoy, Fair & Lovely, Knorr and Godrej HIT. Corcoise Films. Prior to Lowe, he had Goyal’s career spans stints in research at 17 years, comprising IMRB, advertising at stints across radio, Percept and sales at the advertising, TV and Times of India Group. films. He comes with NISHANT GOYAL Teaching is his other AVINASH KAUL rich credentials from love and he has been Times FM, Lowe associated with premier vinash Kaul has been appointed as the Lintas, HBO Asia management and Apresident of A+E Networks|TV18. Singapore and Ogilvy advertising institutes He will be responsible for the day-to- & Mather in his kitty. like Northpoint, day operational, strategic and financial Some of the campaigns Symbiosis and Sophia. management of the joint venture. This will he worked on have JAY MEHTA TBWA India has be in addition to his responsibility as CEO fetched him the Yahoo appointed Jay Mehta of IBN Network. With a career spanning Big Idea Chair award as associate vice president of the agency’s client over 16 years, Kaul has rich experience and a Silver Effie. servicing department in Mumbai.In his new role, in a variety of roles in sales, marketing He has also directed Mehta will lead a business unit comprising a and general management, across genres films for brands like number of accounts. With more than a decade like News and Entertainment, Movies and Tata Sky, Vodafone NINAD UMARGEKAR of advertising experience, Mehta has played an Lifestyle in India. Prior to this, he held the and Reliance Mobile. instrumental role in communication strategies for position of CEO - TV Division of BCCL, Corcoise Films is a global brands such as BMW, Volkswagen, Pears, managing Times Now, ET Now and Zoom. production house with a team of dedicated directors Stayfree, Chevrolet and Skoda, among others. He He has also worked in leadership roles and and producers has produced over 250 films over a has previously worked at DDB Mudra, McCann various capacities in networks like Star, span of 10 years. Erickson, Law & Kenneth (now L&K Saatchi & NDTV Media and Discovery Networks, Famous Innovations has appointed Ninad Saatchi) and Serviceplan. „ among others. „

IDBI FEDERAL LIFE INSURANCE Secure Future The multi-city OOH campaign aims to connect with the relevant audience. News Bureau

DBI Federal Life Insurance is running an out-of-home Icampaign to popularise its flagship offering Whole Life plan and to develop a visible and targeted campaign that would multiple creatives in numerous to mass India with our product support and boost its on-ground languages. proposition in a timely and cost- sales. The campaign touched efficient manner.” The objective of the campaign relevant consumer touch points Haresh Nayak, regional was to effectively reach out to - media placements at key high- director, Posterscope Asia Pacific the brand’s core target audience - traffic locations, arterial roads, & Managing Director, Posterscope males, 25-44 years, SEC A and B congregation points and also near Group India, says, “We are - across 100 locations across India. partner bank branches across confident that we can add strategic This included 350+ media units all cities and appropriate media and marketing officer, IDBI value in making the IDBI Federal with over 200+ unique artwork selection. Federal Insurance, says, “Most life brand a household name across adaptations across markets. Additionally, a cinema screen insurance players have refrained the country.” Executed by Posterscope, advertising campaign was also from advertising whole life plans, The company offers wealth the challenge for the team was executed across multiplexes and we have taken the bold step of management, protection and the need to cover a humungous single-screen movie theatres in communicating a complex product retirement solutions to individual geographical spread in a short key markets. in a simple, yet interesting way. and corporate customers. „ span of time, and to juggle with Aneesh Khanna, chief strategy Posterscope helped us reach out [email protected]

26 afaqs! Reporter, March 16-31, 2015

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