April 1-15, 2019 Volume 7, Issue 19 `100

22 INTERVIEW TARUN RAI Chairman and Group CEO, South Asia, Wunderman COCA-COLA Thompson Saying it with Coke The brand’s ‘label story’ continues. 14 8

MOTHER’S RECIPE The Heat is On Making a case against food delivery apps. 6

ALPENLIEBE Taste of Things Adding spice to the candy “OUR COMPETITION IS market. CENTER FRESH NOT OTHER AGENCIES” Political Twist 12 OLA Tarun Rai, one of the busiest admen in the region, believes On Liverpool’s Streets 16 that agencies can climb back up the value chain if they KIA MOTORS become more accountable. All Eyes on India 18 eol

This fortnight... Volume 7, Issue 10 n January 14, 2019, the New York Times ran an obituary for a certain EDITOR Sreekant Khandekar O Lester Wunderman, who, at 98, passed away of natural causes on the 9th PUBLISHER April 1-15, 2019 Volume 7, Issue 19 `100 of that month. In the world of global advertising, he was known as the father of Sreekant Khandekar 22 INTERVIEW direct marketing. Two generations before the internet enabled fine-tuned targeting TARUN RAI EXECUTIVE EDITOR Chairman and Group CEO, Ashwini Gangal South Asia, of specific consumers with personalised digital ads, Lester birthed the same concept Wunderman COCA-COLA Thompson Saying it with Coke ASSOCIATE EDITOR The brand’s ‘label story’ in the offline world. He championed the synonimisation of advertising and buying. continues. Sunit Roy 14 8 His autobiography is titled ‘Being Direct: Making Advertising Pay’ (1997). PRODUCTION EXECUTIVE Andrias Kisku

MOTHER’S RECIPE The Heat is On What’s this got to do with our cover story this issue? A lot, actually. Last Making a case against food ADVERTISING ENQUIRIES delivery apps. 6 November, WPP announced the merger of its direct and digital agency Wunderman Shubham Garg (founded by Lester in 1958) with its vintage advertising brand JWT. This 81301 66777 (M) fortnight, we’re taking a hard look at the freshly minted Wunderman Thompson in Apoorv Kulshrestha ALPENLIEBE Taste of Things 9873824700 (M) Adding spice to the candy “OUR COMPETITION IS market. India, which is led by its Mumbai-based South Asia chairman and group CEO Noida CENTER FRESH Political Twist 12 NOT OTHER AGENCIES” OLA Tarun Rai. Nikhil Jhunjhunwala Tarun Rai, one of the busiest admen in the region, believes On Liverpool’s Streets 16 that agencies can climb back up the value chain if they KIA MOTORS 9833371393 (M) All Eyes on India 18 become more accountable. Mumbai When the merger was announced few months back, much was made of the name [email protected] Wunderman Thompson, particularly the order of these two lopsided surnames; each MARKETING OFFICE has a very different size, history and psychological equity in India. It was critiqued B 3, Ground Floor, Sector 4, Noida -201301 Uttar Pradesh because a name that lacks scale and familiarity in this market was put at the fore, and even more so because the name JWT, very well known in India, was dissolved MUMBAI 302, Makani Center, 3rd Floor, altogether. Sir Martin Sorrell, former CEO, WPP, likened the merger to “pinning Off Linking Road, Bandra (W), the tail on the donkey” on the part of Wunderman, and the choice of name, an Mumbai - 400050 evident ‘digital first’ statement, to “throwing the baby out with the bathwater”, in SUBSCRIPTION ENQUIRIES the Indian context. [email protected]

Owned by Banyan Netfaqs Pvt Ltd and We asked Tarun about about this – he fielded our questions calmly, without Printed and published by getting defensive – before moving on to other subjects like the need to tell clients what Sreekant Khandekar, at 7-A/13, Ch. Ratan Singh Complex, the merged entity stands for, the pay gap in advertising compared to related fields, Jawala Heri Market, Paschim Vihar, and the untapped market of content and IPs. New Delhi-110 063. Printed at Artz and Printz 208 DSIDC Sheds, Okhla Industrial Area, Phase 1, New Delhi - 110020

Ashwini Gangal [email protected] CONTENTS 10 11 MI AWARDS And the Winner is... A report on the afaqs!’ first ever Media Innovation Awards 2019. 17 AMITESH RAO “I am Always in Beta Mode” McCann’s recently appointed Delhi head, Amitesh SPOTIFY 13 KELLOGG’S BIG BAZAAR Rao is an adman-turned- marketer-turned-gaming Matchmaking Time Breakfast Flavours For One and All entrepreneur-turned-adman. What is another brand doing in The Indianisation of Kellogg’s Big Bazaar’s revolutionary16 That is a handful. the Spotify ads? variants. initiative aimed at the disabled.

afaqs! Reporter, April 1-15, 2 0 1 9 5 e PERFETTI VAN MELLE Taste of Things The hard-boiled candy segment has seen a lot of activity, with rival brands vying for the same consumers. Alpenliebe is the latest to join the list. By Sunit Roy

n 2015, the DS Group - marketer of brands such as Rajnigandha I(Pan Masala), Baba (Tobacco) and Catch (spices) - entered the candy segment with the launch of Pass Pass ‘Pulse’. Within a couple of years of its launch, the kaccha aam- flavoured hard-boiled candy (HBC) with a tangy twist (that fans call trial generation and drive placement. the ‘magical core’ or ‘masala bomb’) turned in sales worth `300 crore. But OVER TO THE EXPERTS that’s not the end of the story. By launching Alpenliebe The advent of DS Group’s candy Chatpata, will PVM be able to regain made consumers shift from an its lost share? And will the campaign impulse to Pulse with its differentiated succeed in creating mass acceptance? experience. As a result, HBC became Imli, Lemon, and Guava), Baba Fru We asked the experts. the fastest-growing segment in the Kik (Imli, Kaccha Aam and Jeera), According to Jagdeep Kapoor, non-gum, non-chocolate (NGNC) Jerico’s Jumpers fruity-flavoured CMD, Samsika Marketing category. Thus, a sub-segment of candy (available in Kacha Aam, Consultants, all major players in tangy, powder-filled candies was Guava, Emli, Kala Khatta, Pineapple, the candy market would like to created. Since then, many organised and Lemon), Keo candy, and Tangi participate in this growing category. and unorganised players launched Mango by Rebel. More than ‘eating into’ other brands, their brands/products to capitalise on So, is Alpenliebe feeling the heat it is the FOMO (fear of missing the momentum built by Pulse. The due to the immense popularity of out) that is driving the entry into the latest to jump onto the tangy fruit Pulse Candy? category. Each player will grow the candy wagon is Perfetti Van Melle - “With the growth of the tangy category and all will benefit. Their India’s ‘Alpenliebe Chatpata’. fruit segment, we felt this was the distribution strength, apart from Available for `1, Alpenliebe right time for Alpenliebe to expand advertising, will surely help. Chatpata has a sour mango shell its portfolio and participate here. “Green is a “The sheer participation will and a liquid filled core. The brand’s This was backed by robust consumer make this category brand conscious, new TVC, as part of the marketing insight and a strong product category code rather than commodity price campaign, was conceptualised and development process, which ensures signifying the tangy conscious. This is a turning point in created by McCann Worldgroup and that we delight our consumers,” says this category as it moves from being features Boman Irani. Rohit Kapoor - director marketing, raw-mango flavour a commodity to a brand,” he adds. and Alpenliebe Ramanujam Sridhar, CEO and The tangy fruit segment contributes about 10-12 founder - Brand-Comm, opines that per cent to the HBC category and is growing. Chatpata shares if a brand has to keep pace with what’s happening, it has to observe The HBC category has an Perfetti Van Melle (PVM) India. the same.” emerging trends in the marketplace interesting history. Few people will “Green is a category code ROHIT KAPOOR - be a bit paranoid about the changes recall the first packaged hard-boiled signifying the tangy raw-mango that may affect a consumer or candy with a tangy twist - Googly; flavour and Alpenliebe Chatpata competition. it was quite popular in the 1990s. shares the same. But that’s where the ‘Pulse Zero’, priced at `2, and caters “Alpenliebe has been one of the In 2004, Parle launched Kaccha similarities end. Alpenliebe Chatpata to the health conscious. most successful confectionery brands Mango Bite, that also became quite is a truly differentiated product. B Krishna Rao, senior category launched in the last 15-20 years. The popular with the masses. In 2013, We introduced chatpata flavours in head, Parle Products, says that Pulse significant difference that I can see ITC launched an ad campaign to jellies last year and it will soon be has definitely created ripples in the is that now, this category is more announce the arrival of Candyman introduced in the gums category as market at the `1 price point. He says of a young-adult category and not Natkhat Mango to the market. well,” Kapoor adds. that other than Pulse, no other brand necessarily the ‘8-14 years’ bracket But the real game-changer in The tangy fruit segment has been able to make inroads into which all the confectionery brands the category arrived in 2015 with contributes about 10-12 per cent to the category. In fact, Pulse developed have been targeting. In this case, Pass Paas ‘Pulse’. Since then, the DS the HBC category and is growing the masala-filled/spicy centre as a the commercial has a grandfather group has been launching different in healthy double-digits. However, category. as the protagonist and not the kid. variants of the candy - Pulse Orange the candy market in India has always He highlights that there’s a lack Also, people are using hard-boiled and Guava (2016), Pineapple (2017), been fragmented and intensely of brand loyalty in the category due candy as mouth-fresheners or after and Lichi (2018). competitive, especially with players to a low involvement price point smoking. As a brand, Alpenliebe is Following suit, ITC launched in the 50 paise price point. and the distribution challenge most seeing an opportunity in the category Candyman Tadka in Pineapple Interestingly, Pulse gave of the brands operating in this and doesn’t want to be left out.” and Kaccha Aam flavours in 2017. the industry the much-needed category face. Hence, in the cluttered As far as the ad is concerned, Other popular brands operating confidence to move the price-point candy market, for a new brand like Sridhar says that the brand name in this category are Panjon’s Swad from 50 paise to `1. Now the brand Alpenliebe Chatpata, the challenge comes across strongly. n centre-filled candy (Kaccha Aam, has embarked on the next innovation remains creating opportunities for [email protected]

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MOTHER’S RECIPE The Heat is on In order to stay relevant to youngsters who order food regularly, this ready-to-cook brand makes a case against food delivery apps. By Abid Hussain Barlaskar and Aishwarya Ramesh

ood company Mother’s Recipe consumer perspective, at the same online’. And the second, that no recently rolled out its new time.” matter how tasty, the flavours you Ftagline ‘Taste the Love’, which She further explains that the crave can only come from us.” is in line with its original proposition campaign is designed, keeping Saurabh Mathur, head - planning of ‘mother’s love imbibed in its in mind consumer insights like and strategy, VML India, says, “To brands’. Work on the new tagline was changing food habits, consumer a large extent, the new campaign is initiated months ago with a digital preferences, convenience, and the about the brand staying relevant at ad campaign #TasteTheLove. The lack of time. “It communicates how a time when the notions of home- campaign revolved around some ads in today’s competitive environment, cooked food are changing. Who about Mother’s Recipe’s ready-to- consumers demand instant solutions. needs home-cooked food when you cook (RTC) mix and pickles. But it Hence, time and convenience, along can just order in, snuggle on the is not that ‘cut and try’; the brand with great taste, are essential. They couch and watch Netflix. In the rolled out the ads with a purpose also want healthy, authentic, home- communication, online delivery apps - to generate relevance among cooked food options. Mother’s are positioned as a compromise and millennials. And ordering food Recipe enables people to cook the Mother’s Recipe portfolio as a online is quite the millennial thing. authentic homemade food quickly.” solution. In the couple ad, it is an In one ad, the traditional, but We couldn’t help but notice a alternative and in the single girl ad, it quick-to-prepare RTC mixes (paneer slightly similar scenario in the is a supplement to make the ordered “The campaign butter masala and veg biryani) are showcases how the pitted against online food delivery. Online food delivery, as a category, is a pretty The guy pulls out the two packs of brand is staying mixes and cooks up a meal before his unlikely rival to the likes of Mother’s Recipe. relevant to the youth/ partner is able to complete the order. In the second ad, even though the Mother’s Recipe ‘couple’ ad to the food more palatable and homely. millennials.” woman who has just moved into her Uber Eats’ ‘tinda moments’ ad. Both So, they have covered both aspects ANJANA ESAI new home orders her food online, feature young, hungry people at - food delivery apps as competition S D she scoops out some Mother’s Recipe home in need of interesting food. Of and leveraging existing ordering pickle for added flavour. Also, we course, one ends up with a successful behaviour.” at best, with a compromise on could not help but notice the colour order being placed while the other Divya Khanna, a freelance delivery time and taste. “The brand of the delivery man’s shirt (Red like concludes with a meal being prepared planner and strategist (ex JWT), is positioning itself for a warmer Zomato, perhaps?). in less time. says, “Mother’s Recipe is trying relationship with consumers where However, online food delivery, to define its place in millennial its RTC products and pickles are set as a category, is a pretty unlikely EXPERTS SPEAK consumers’ lives. The online food to provide a familiar, personalised rival to the likes of Mother’s Shujoy Dutta, senior VP and delivery reference is partly to set the taste and the feelings of being catered Recipe. Sanjana Desai, chief strategy executive planning director, JWT context rather than only about direct to. The story, set up and casting officer, Mother’s Recipe, the brain Bangalore, says, “I’m not sure about competition. The brand is clearly are designed to evoke the millennial behind the campaign, tells afaqs! the deep strategic reasons why they’ve talking to young millennials living reality where both men and women that it’s imperative to keep pace chosen to reference online and there away from home, without a mother are likely to be equally comfortable with evolving consumer tastes and must be some (namely, reduced time to monitor and cater to their eating and/or lost in the kitchen. It’s not preferences in today’s fast-paced in the kitchen for millennials with habits. They have busy lives with preaching that men should be in world. “The campaign showcases RTC meal embellishment solutions). lots of demands on their time and, the kitchen, but reflecting how how the brand is staying relevant It’s a decent way to establish context perhaps, are not even fully equipped easy to make the RTC product is. to the youth/millennials. The idea by picking a phenomenon that is so to make meals like their moms.” The strategy is spot on, but only was to communicate the essence of convenient, it’s become a habit. So, She also explains how food delivery consumer reaction and response will the brand while staying relevant for the first film is a good way of saying apps are their go-to for convenience, let us know if it is effective.” n the current environment from the ‘more convenient and quicker than but it’s a transactional relationship [email protected]

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AMITESH RAO “I’m Always in Beta Mode” We profile McCann’s recently appointed Delhi head, Amitesh Rao, adman-turned-marketer-turned- gaming entrepreneur-turned-adman. By Abid Hussain Barlaskar

sales professional-turned-agency man- multiple occasions, he has also worked alongside turned-entrepreneur-turned-marketer, agencies as a marketer and an entrepreneur. Athis trajectory of Amitesh Rao’s career “It is not so much a question of ‘power’ as it is isn’t necessarily in chronological order. Rao is the of value being delivered - at both ends. The client newly appointed EVP and head of McCann Delhi. is running a business with targets and is not sitting He is set to take up his new assignment from his on an ego. It all depends on the agency’s ability current role as executive director at TBWA India. to deliver differentiated value - something the With over 23 years in the industry, he has industry is relearning. It’s a challenging reality, moved back and forth across roles on various one that I’m ready to deal with,” he explains. playgrounds and has been on both sides of the Having had his hands in the telecom industry business - agency and client. while handling Airtel at Rediffusion Y&R, Rao In general, we would either see an agency joined MTS as executive director - marketing in person stick to the setup and take up larger global 2011. “It was the 12th telecom company to enter roles or move to brand marketing. Aside from India while countries have an average of three being a ‘salaried’ professional, Rao has co-founded operators. We had to take a bold strategy of being two startups - ARI e-Business (Applied Research data-focused, that too in 2010-11 when the entire International), a software and simulation solutions industry was focused on voice. All companies are provider, and Nova Gaming Ventures, an data-focused today. It was a sharply differentiated e-commerce platform for digital games. and risky position for MTS to target a niche He started out as an area sales manager at RPG base of data-users, but very interesting from a Enterprises (1995) and moved to an agency setup marketing and branding point of view,” he says. as an associate account director at McCann (then Next, Rao zooms in on his startups; his ‘major McCann Erickson) in 1996. He followed this learning experience’, both professionally and with his first startup (ARI) in 2000. He moved to emotionally. “Apart from the challenges, the kind Publicis as AVP in 2004, which was followed by of fulfilment I derived from them were massive.” a stint at JWT as VP (2005). He then proceeded to Rediffusion Y&R as COO where he handled A GAMER the agency’s Airtel business in India and headed Rao describes himself as a gamer, a simulation- Y&R Sri Lanka. His role as executive director - racer. His second startup, Nova Gaming Ventures, marketing at MTS India (2011) came next. In was rooted in his love of games. 2016, he launched his second startup - Nova “Today, there are a lot of “In 2016 the PC-gaming ecosystem in India Gaming Ventures and in 2018, he joined TBWA people who are cynical about was underwhelming - most Indians couldn’t buy India as executive director. a legal PC game online even if they wanted advertising. Whether you want to, local multiplayer servers were non-existent, ALWAYS DEVELOPING to or not, it is going to change the community was fragmented across myriad Over our chat at the TBWA India office in social pages and WhatsApp groups. We set up Gurugram, Rao compares his career to software - and it’s an interesting time to payment gateways, server farms and online and always in “beta mode”, “never perfect and always be in the business. That’s why offline platforms to aggregate the community. The developing”. He talks of his experience selling ecosystem is still developing today, but is now at a pagers at RPG, his startups, establishing Y&R in I came back.” fascinating inflection point,” Rao explains. Sri Lanka, building the MTS brand, and his return His move back to advertising was to get back to an ad agency. Rao considers himself lucky Lanka, he mentions that he went in expecting the to a structured “job environment” and still retain to have been part of industries at crucial stages culture to be almost like an extension of India. the open work culture. “I wanted to be in an of ‘inflection’ and expresses his disinclination “It was not. The client-agency relationships were environment where I do not feel boxed in. There towards “mature, tried-and-tested industries with collaborative, set in a different culture and value were options to go to a conventional marketing clear rules of engagement”. “At RPG, I had to system. Simply put, people start with liking each role, but I returned to advertising as it would be a create a retail distribution chain for pagers. It was other. When you walk down a street, people better fit culturally and I had already seen it from very interesting to figure out how a retail channel smile at you - go to a restaurant, people talk to the client’s end. Today, there are a lot of people could work for a new tech product being sold you openly and that spirit translates to the work who are cynical about advertising. Whether you door-to-door and through enterprise selling only. environment as well. It’s a bit more hard-nosed in want to or not, it is going to change and it’s an It was a huge challenge and quite an experience.” India - you don’t just smile at anybody, do you?”. interesting time to be in the business. That’s why With a B-school education, a management Speaking of client-agency relationships, we I came back.” training program and a sales stint under his belt, asked Rao about his take on the power equation Apart from work and his gamer self, Rao is Rao felt that his “learning curve was tapering off”. from both sides of the line; a crucial point, ‘anti-Luddite’; he’s an old-school metal-head with “I somehow felt I had not found my calling. That especially when marketers seem to be seeking a taste for the 70s. He has an appetite for historical was the time I happened to meet some interesting more ‘control’. “Sure, ad agencies do not exert the fiction and history, with intrigue for eras like people working in a charged environment and same amount of influence they once did. And the those of Nazi Germany where peak civilisations having a lot of fun while doing it and decided to equation between client and agency is lopsided in and utter barbarity coexisted. He is also a fervent join them - that was in McCann,” he says. many cases. But the question is, why?” Rao asks. motorsports fan, particularly of Formula 1. n About his experience setting up Y&R in Sri While Rao has been on the agency side on [email protected]

10 afaqs! Reporter, April 1-15, 2 0 1 9 ee MI AWARDS 7 Media Brands Strike Gold At the inaugural Media Innovation Awards held in Gurugram recently, a total of 10 Gold awards were given away. By News Bureau

2019 MI Awards winners pose for a group photo

he inaugural Media Innovation (MI) ALL THE WINNERS Awards took place in Gurugram Ton March 27. The idea behind COMPANY METAL COMPANY TYPE CATEGORY CAMPAIGN this exercise was to identify and reward Reliance Jio Infocomm Gold Online Content JioInteract - Humane AI for the next billion internet users innovative practices among Indian media Times Internet Silver Online Content Times Fact Check publishers and broadcasters in the areas of Moneycontrol Bronze Online Content Moneycontrol Webcomics content, marketing, distribution, and, in Reliance Jio Infocomm Gold Online Distribution Jio Interact- Most humane AI general, at the workplace. Jagran New Media Silver Online Distribution Jagran.com : Election 360 To add some background, the media Moneycontrol Silver Online Distribution moneycontrol Podcast business has witnessed a period of The Quint Gold Online Marketing Me, The Change SonyLIV Silver Online Marketing Video Push Notification exponential growth and domestic media Jagran New Media Bronze Online Marketing Jagran.com : My City My Pride companies have changed in the past decade, The Quint Gold Online Workplace The Quint Lab far more than they are given credit for. Times Internet Silver Online Workplace Times Internet Workplace for Innovation At the heart of this success is the Mumbai Mirror Gold Print Editorial Mumbai Mirror Operation Khataara - Let’s take back our Roads! determination to deal with change and an Hindustan Times Silver Print Editorial HT Gurugram Launch ability to innovate in every aspect of the Hindustan Times Gold Print Marketing HT Mumbai Meri Hai business. It is this application of unusual, Hindustan Silver Print Marketing ROZ PADHO ROZ JEETO yet useful ideas to improve products and G Plus Bronze Print Marketing G Plus - The Foremost Media Brand in Northeast services that Media Innovation Awards seeks Hindustan Times Bronze Print Marketing Hindustan Times Palate Fest - Delhi to recognise. Hindustan Times Bronze Print Marketing HT Scholarship Programme 2018 On the right is the list of winners at the Red FM Gold Radio Station Marketing Mumbai Ki Plastic Surgery MYFM Silver Radio Station Marketing Just Because It Fits Doesn’t Mean It Works fun-filled evening. Red FM Bronze Radio Station Marketing RED FM- Riders Music Festival Red FM Bronze Radio Station Marketing The Yellow Taxi Music Project The jurors were: Deepali Naair, IBM; Red FM Gold Radio Station Programming Ask Rashmi-World’s 1st Radio Show with Robot RJ Divya Karani, Dentsu X; Raghuvesh Sarup, Red FM Silver Radio Station Programming MAHA THAPPA Microsoft; Rahul Pansare, FCA India- Red FM Bronze Radio Station Programming 21 days Automobiles; Rathi Gangappa, Starcom Sony BBC Gold GEC Marketing Blue Planet II - Indian TV Premiere on Sony BBC Earth India; Sapna Chadha, Google; Sidharth Zee Cinema Silver GEC Marketing Padathon activity for PADMAN on Zee Cinema Rao, Webchutney; and Tushar Vyas, Sony Pictures Bronze GEC Marketing Meri Doosri Country - 2018 FIFA World Cup on Sony Group M. n Zee Hindustan Gold News Channel Marketing Zee Hindustan- Relaunch Campaign [email protected]

afaqs! Reporter, April 1-15, 2 0 1 9 11 e

MG MOTOR From UK With Love As UK’s Morris Garages launches its first celeb-led advertising campaign in India, we ask its marketing head about the unusual choice of brand ambassador - Benedict Cumberbatch. By Abid Hussain Barlaskar

G (Morris Garages) Motor, the 95-year-old MUK automotive brand, is about to launch its vehicles in India. Founded in 1924, MG was known for its sports cars, roadsters and cabriolet series, serving British PMs and even the royal family. Chinese automaker Nanjing Automobile Group acquired it in 2005. The group merged with SAIC, China’s largest car manufacturer, in 2007. In India, MG has already commenced its manufacturing operations at its plant in Halol, Gujarat. The first MG car in India, an SUV - the Hector - will be available differentiation”. “In fact, as part of that the brand’s decision to rope “It was crucial in the second quarter of this year. our initial research, we found that in Cumberbatch only for India is a English actor Benedict his Indian followers comprise the bit strange. “Similar questions were to select a brand Cumberbatch, 42, is the brand’s face highest percentage share of his global raised when Micromax got Hugh ambassador who for India. This choice doesn’t quite fan base.” She elaborates that for its Jackman on board. They did that to add up. In India, he is probably target audience, the brand is looking stand out of the Indian-Chinese idea not only fits into the best known for his lead role in the beyond age groups and focusing and create a more global image.” brand narrative but is Hollywood superhero movies Dr more on “mindsets, attitudes and However, he points out that Strange and Avengers, and the TV psychographics”. global celebrities are also showing also well recognised.” series Sherlock. That makes him a lot of interest in India because of PALLAVI SINGH relevant to a very niche target group. TURNING TO EXPERTS the country being a new market and Pallavi Singh, head - marketing, Vijay Subramaniam, co-founder, geography. MG Motor India, says, “While MG Kwan Entertainment & Marketing “Such an association audience who would be okay with Motor is an iconic British brand, Solutions, a talent management (MG-Cumberbatch) doesn’t look such a brand face. Also, it’s a win- we are relatively unknown in India. company, says, “The reason why like it’s based on data and study. It win for the celebrity, who would be It was crucial to select a brand brands use international faces is to looks more like a decision that was interested in the country and would ambassador who not only fits into build an idea of premiumness around taken over a top-level discussion in a like to make his presence felt here. the brand narrative but is also well them and to appeal to urban clusters. boardroom. However, there is clear The celebrity gets a great brand recognised and revered.” It is used to target the premium, logic behind this. MG is interested along with a new geography. In Singh matches Cumberbatch’s niche sort of audiences.” in a very niche target audience in MG’s case, such retrofitting makes versatility as an actor with Manish Porwal, MD, Alchemist India; the kind of ‘well-travelled sense,” Porwal explains. n MG’s “commitment towards Marketing & Talent Solutions, opines and seen-the-world’ sort of an [email protected]

CENTER FRESH Ad With a Political Twist Almost a decade after its creation, a Center Fresh ad has popped up on social media in a political context. By Abid Hussain Barlaskar t times, ads of the past resurface for to the cries. As it turns out, the robber was none various relevant occasions. Center Fresh’s other than the bank’s very own security guard Hai” (the watchman is a thief) targeting Modi A‘Bank Robbery’ TVC from 2011 is one who, out of habit, simply showed up when called over alleged irregularities in the Indo-French such example. The old ad is now being used to and is, thus, apprehended. Rafale defence deal. target BJP’s #MainBhiChowkidaar campaign. The BJP’s ‘chowkidar’ (watchman) identity On March 16, PM Modi responded with a The chewing gum ad features a masked thief was born when the party projected PM Narendra tweet - #MainBhiChowkidar - while also adding who robs a bank at gunpoint and exits the Modi as the watchman who would guard the a ‘Chowkidar’ prefix to his name. Supporters and premises without being caught. However, once nation’s wealth against corruption. party members followed suit. a bank employee shouts out to the security for However, the Congress party, headed by It seems like we’re still smiling 10 years later.n help, the robber returns post haste in response Rahul Gandhi, hit back with “Chowkidar Chor [email protected]

12 afaqs! Reporter, April 1-15, 2 0 1 9 e

BIG BAZAAR For One and All Big Bazaar’s initiative aimed at the disabled is positively revolutionary. By Sunit Roy

n March 18, The Times of India’s front page featured Oa full-page ad saying - ‘Big Bazaar is now, sabke liye’. The ad showed a differently-abled girl, sitting on a wheelchair, visibly happy with her shopping experience. Through this ad, the brand claims, over 140 Big Bazaar stores (located in metros and non-metro cities) offer wheelchair-friendly ramps and trial rooms, shopping assistance, free home delivery, and priority check- out counters. The print campaign, created by Creativeland Asia, has become “We want to get popular with people tweeting and better... As the ad sharing it on social media platforms. It goes live mid-April. says - It’s just the However, before the campaign beginning. We have was launched, the brand was working on the idea for two years, seeking 160 stores to go.” advice from consultants and experts to get it right. The whole process was JISHNU SEN divided into three segments: (i) Physical infrastructure - This includes constructing ramps, EXPERTS SPEAK re-modifying washrooms and trial We asked the experts if this ad/ rooms, adding handlebars/rails, initiative will put pressure on other special counters, assistance desks; retail chains to provide an inclusive (ii) Operation - Organisationally shopping experience to customers. wheelchairs need to be maintained Aditya Jaishankar, co-founder, and should be operational; and MAAD - Make Awesome ads, feels (iii) Training - Sensitising and that the ad enables Big Bazaar to training Big Bazaar employees to boost its perception of being the ensure they understand the needs of most customer-friendly and inclusive all differently-abled customers. store. And that it will definitely put “If one spends time with a pressure on rival brands. differently-abled person, one However, he maintains, “Keeping would understand that people with in mind the content of the ad, a disabilities don’t want to be treated powerful digital film or even a TVC differently. And that’s the sensibility would have tugged at the heartstrings we want to develop in all our of the consumer and enabled the employees,” says Jishnu Sen, chief brand to break clutter better. marketing officer, Future Retail. Currently, Big Bazaar has more than a store is built. For this, the brand In today’s day and age, print as a He adds, “We want to get better 350 stores in over 180 cities across has procured logistics - wheelchairs, medium seems to have its limitations and better every day and keep the country. Fashion Big Bazaar cushions, stools, etc., to help the as compared to long-format digital learning from our customers. And as (FBB) is a co-sponsor of the current differently-abled and the elderly. films.” the ad says - It’s just the beginning. Indian Premier League (IPL) season “People like me and a lot of On the other hand, independent We still have 160 stores to go.” that kicks off on April 7. stakeholders may have wanted to brand consultant Anand Varadarajan As far as choosing print media This year, on Republic Day, Big advertise about such initiatives a long says a good creative always stands is concerned, the brand feels that Bazaar did a one-day preview of time ago when the first wheelchair- out. It’s not a question of shouting ‘Retail’ works best in print. its wheelchair-friendly store for friendly store was ready because it’s louder. “Not all advertising is about two differently-abled customers. It every advertising agency’s ‘dream sales. This campaign helps build a LEARNING FROM THE PAST also created a sign-language video come true’ kind of a brief,” says Sen. brand personality, makes it relatable. Big Bazaar was launched in 2001 for the hearing-impaired and sent “We can now say that Big Bazaar In an undifferentiated category, by Kishore Biyani, founder and out mailers. Workshops were also has reached a critical mass of both when you don’t have a USP, you CEO of the Future Group. Actress conducted for the visually impaired. activity and physical infrastructure import attributes which can be used Asin and former cricket captain Instead of capital expenditure to and that this messaging has to be to differentiate. Importing a social MS Dhoni have been endorsers for revamp Big Bazaar stores, the key shared.” For Big Bazaar, it wasn’t a message is a good strategy.” n the fashion vertical of Big Bazaar. focus now is on inclusivity when ‘need, gap filling’ kind of campaign. [email protected]

afaqs! Reporter, April 1-15, 2 0 1 9 13 INTERVIEW TARUN RAI CHAIRMAN & GROUP CEO, SOUTH ASIA, WUNDERMAN THOMPSON

“Our Competition is Not Other Agencies” It’s been over 100 days since WPP announced the creation of research). Globally, WPP employs over 1,30,000 people across 112 countries. Pre- Wunderman Thompson. The agency’s South Asia chairman and merger, the global staff strength of JWT was about 12,000. group CEO Tarun Rai, one of the busiest admen in the region, At the helm of Wunderman Thompson are ‘Mel-and-Tam’ - global chief executive believes that agencies can climb back up the value chain if they officer Mel Edwards and global chairperson become more accountable. By Ashwini Gangal Tamara Ingram. The duo has been “communicating furiously” throughout the organisation, over countless voice and aiting in the reception how the newly-formed Wunderman Tarun Rai, chairman and group CEO, video calls – (Rai has been on calls with area of the Mumbai Thompson is more than the sum of the South Asia, Wunderman Thompson. At them and 120 other leaders at the group, office of JWT – words that define it – a creative, data the time of going to press, though, Rai was simultaneously!) – that cut across obsolete now Wunderman and technology company. This strange at the New York office discussing the issues concepts like country borders and time Thompson – is an juxtaposition of old and new captures and plans for the year with the agency’s differences. oddW experience. In one’s field of vision are WPP’s recent decision to merge its classic global leadership team. In India, the merged entity has close to two starkly contrasting visuals: a dusty, advertising agency brand J. Walter Wunderman Thompson is present 1,500 people. Pre-merger, Wunderman vintage Horlicks calendar hanging in a Thompson with direct-and-digital shop across 90 markets and employs over 20,000 India had less than 100 people. The corner, and, not far from it, a sleek screen Wunderman. people, making it the largest ‘agency’ under individual agency brands under with futuristic Gestalt-esque images about We visited the office recently to chat with the WPP umbrella (outside of media and Wunderman Thompson include: full-

14 afaqs! Reporter, April 1-15, 2 0 1 9 oeo service agencies WT, Contract and ADK- Fortune, digital agencies Hungama Digital COLLEAGUE SPEAK Services and Mirum, and rural-shopper- experiential company Geometry Global Encompass Network. Though Edwards has gone on record clarifying that this is the “coming together of two agencies” (in Landor.com, February 2019), that it’s “not a takeover”, and “definitely not a cost-cutting exercise” of the kind that entails job cuts (The Drum, November 2018), one can’t help but wunder, oops wonder, about the overlap of jobs within the group; in India, the concern is about too many similar digital titles. Rai admits his clients are expecting much more from the agency now and are keen to know what the global capabilities of Wunderman are. The merged offering, Bindu Sethi Manoj Mansukhani Senthil Kumar he insists, is an “easy sell” given the new Chief Strategy Officer Chief Transformation Officer Chief Creative Officer services in his arsenal; the ones he’s well Wunderman Thompson, India Wunderman Thompson, South Asia Wunderman Thompson, India placed to deploy immediately are data analysis and e-commerce. Landor, the design firm from the “Consumer identification, “The merger has brought “The merger has added to WPP stable, has created the visual segmentation, together JWT’s expertise our melting pot the digital identity of Wunderman Thompson. The understanding and in brand experience and and technology strengths signage first changed in New York, and, soon after, in India. Re-branding and engagement become Wunderman’s years of of Wunderman from a fusing of cultures across global markets is richer with data access. experience in data and global perspective. I don’t underway, teething issues and all. In India, Our ability to attract more technology. We’re in a think this merger lowers co-location of the Wunderman and JWT employees was, fortuitously, completed well diverse, ‘new age’ talent unique position to offer our creative equity; it adds before the merger was announced, last improves. We can learn end-to-end solutions the elevator of technology November. Across Delhi and Mumbai, the new skills and find new to clients, across their to our creative potential Wunderman folk have already ‘moved in’ with JWT because it was convenient, from uses for old skills. In the consumer journey. The and makes everyone a real estate point of view. All Rai had to do strategy processes we merger is an opportunity in my team a creative was get rid of the doors between the JWT can use new models, rather than a challenge. technologist. Most of and Wunderman wings. data analytics and social We can now be the single our clients would not In the UK, Europe and the US, Wunderman and JWT are roughly the listening. Downstream, we agency that our clients need a separate digital same size. But in India, compared to can add e-comm and tech would need to work with agency since we are now JWT, Wunderman is very small and not solutions. for their requirements.” equipped to serve up well known. This disparity, argue some, lends the merger an acquisition-like feel. innovative tech along with Others allude to an informal pecking order inventive ideas.” in the merged entity, in favour of those who were originally part of JWT over Wunderman India. Hero Moto Corp, Kent, Microsoft, Tata creative people, but we’re always is not other agencies, it’s the entire Moreover, India has had a close Steel, Tinder, ITC, Nestle, PepsiCo, doing it for our clients. We don’t own space – FMCG, content, digital, relationship with JWT that dates back United Breweries and Wipro, among anything. The clients own everything. OTT... and there, frankly, we’re way to the 1920s, but we know little about others. Edited excerpts of the interview: Yet, many of our people leave off. It’s shocking how much we have Wunderman. For instance, that it was advertising to go join Bollywood, to catch up. founded in 1958 by the late Lester In afaqs!Reporter’s recent OTT or TV channels, where they Another reason is… younger Wunderman, known as the father of direct Agency Special issue, you had produce great stuff which they own. people are persuaded by the flash of marketing. Or that today, the erstwhile said that you are interested in Then everything changes. young, digital agencies. head of Wunderman India Manoj creating original content and IPs So, while we love to work for our The merger (Wunderman Mansukhani is chief transformation officer, and that you want to own what clients and make sure their business Thompson) will make it easier for Wunderman Thompson, South Asia. you create. What does the head of targets are met and their brands are us to acquire talent. We’re now a Understandably, one of the most an agency mean by that? doing well, I really wish we also had new breed of agency that can attract important tasks on Rai’s to-do list is One of the biggest differences our own IPs, online or on-ground. the so called new-age, non-traditional ensuring potential clients know what between advertising and media It’s an opportunity we haven’t talent, which earlier, because we had the merged entity stands for. “I am not (otherwise a JWT ‘lifer’, Rai was exploited yet. the traditional agency tag, would go offering Wunderman’s India capabilities. CEO, Worldwide Media between elsewhere. I am giving you Wunderman’s global 2008 and 2015) is ownership. In You also said acquiring and capabilities,” is his urgent message to the media, you own what you produce. retaining talent is the hardest Let’s talk about the nomenclature market. And that changes everything – part of running an agency – Why? – some of your peers feel putting Wunderman Thompson’s clientele your relationships with clients, the Do agencies not pay enough? ‘Wunderman’ before ‘Thompson’ includes names like Airtel, Britannia, industry... everything. We need to pay better. Currently, is a strategic error, others say it’s Bose, Colgate, Diageo, Emirates, Exide, We’re in the creative services our remuneration model is sub- a clever show of intent. Besides, Fonterra, Facebook, Flipkart, Godrej, business, we produce fantastic optimal. Compared to other agencies, I just have to ask – in what GSK, Hindustan Unilever, HSBC, content, we have so many fabulous we’re fine. But today our competition universe is it okay to do away continued on page 1 >>

afaqs! Reporter, April 1-15, 2 0 1 9 15 oo

SPOTIFY/TINDER Matchmaking Time Spotify is everywhere, with big investments in ads in the outdoor space, but we spotted another brand in its ads. By Aishwarya Ramesh

t’s been over a month since Valentine’s Day, but love still Iseems to be in the air. Spotify launched in India on February 27, with 40 million tracks to choose from, and the advertising that followed in Mumbai and Delhi drew emphasis on its playlist offering, but one particular ad caught our attention (see the photo). Spotify’s third party integration into local adaptation, and we’ve certainly unique code on the virtual packet As an app, Tinder allows users to the dating app and Spotify India achieved that with our India launch. and it would accordingly open a display their Spotify preferences in replied… Tinder India had the last We’ve worked closely with local Spotify playlist on your phone. their dating profile via third party word in this exchange, though! teams of researchers, engineers, and Spotify used the opportunity to app integration; but the association Spotify is pushing its Indian cultural tastemakers to ensure this highlight its offerings in different between the two brands seems to playlists in a big way. Playlists have global product is going to be loved, languages with this campaign. stop there. been curated to include top hits in used, and favoured by people all over Spotify’s India leg is different We spoke to some people at Leo languages such as Hindi, Tamil, India, whether they’re listening to from what it offers in other markets. Burnett, the agency that Spotify Telugu, and Punjabi. Playlists will local Bollywood and Punjabi hits, or This is the first time that Spotify has appointed to handle its India also include music from popular discovering curated global playlists Free will allow smartphone users to marketing, and we came to know Bollywood, Tollywood and of K-pop or Brazilian funk.” play every song on demand. Going that there is no official partnership Kollywood films. The app will also The announcement film that Leo premium for `119 a month will between Spotify India and Tinder look at what songs are trending Burnett had created for Spotify’s allow help one gain access to a host India for this campaign. However, in Mumbai, Delhi, Bengaluru and India launch, had quite a few global of other features like offline listening the team mentioned that Spotify Chennai with algorithmic playlists. flavours while retaining a desi touch. and track downloads. Spotify will be has taken special permission from “Spotify’s arrival in India is a big On the occasion of Holi, competing with the likes of Apple Tinder to use the brand name in this step forward in our overall global Spotify took to social media for Music, Google Play Music, Times particular campaign. growth strategy,” says Cecilia Qvist, a digital campaign that was called Internet’s Gaana, Reliance acquired Taking it a step further, Spotify Spotify’s global head of markets. “A #PacketMeinPlaylist. The visuals Saavn, Airtel’s Wynk, Hungama India and Tinder India exchanged fundamental piece of that strategy included plastic packets of powdered Digital’s Hungama Music and some friendly banter on Twitter. is staying connected to global colour. Opening the search tab in others. n Tinder India tweeted about culture while allowing room for the app allowed you to scan the [email protected]

OLA On Liverpool Streets The cab-hailing app has unveiled Bajaj and Piaggio autorickshaws or tuk-tuks in the UK. By News Bureau Bajaj and Piaggio autorickshaws in Liverpool hile Ola, the India-born cab-hailing brand is now looking forward to expanding its and aims to overtake Uber as the region’s top platform makes inroads into the UK, services to the rest of the country. taxi app. Wit recently unveiled its autorickshaws Trade newspaper Financial Express quoted Founded in 2011 by Bhavish Aggarwal and or tuk-tuks (as the English call it) in the country. Ben Legg, managing director of Ola UK, as Ankit Bhati, Ola made its UK entry by launching Information available on Ola UK’s Twitter saying, “We are celebrating bringing more services across South Wales in August last year. profile suggests that the brand’s services are travel and employment choices to Liverpudlians Talking of autorickshaws, an innately Indian already operational in Cardiff, Liverpool, with our ride-hailing app with the help of the thing, the brand’s act overseas will surely create Newport, Vale of Glamorgan, Bristol, South community choir.” a healthy buzz back home in India. n Gloucestershire and North Somerset. The As per the report, Ola launched a fleet of [email protected]

16 afaqs! Reporter, April 1-15, 2 0 1 9 e

KELLOGG’S Breakfast Flavours In a bid to widen its reach, Kellogg’s has Indianised its product with new variants - Thandai Badam, Kesar Pista Badam, Rose Badam. An analysis. By Abid Barlaskar

he name ‘Thandai Badam’, on a box of cereal, would be Tenough to kick an American out of his morning daze. In India, it’s aimed at ‘delighting’ consumers, ‘to invoke nostalgia’ and make them consume more of the product. Global cereal giant, The Kellogg Company recently announced three new flavours for its cornflakes in India. The flavours - Thandai Badam, Kesar Pista Badam and Rose Badam - are innately Indian and have been frequent accompaniments of milk for years in ice-creams, kulfis, “This is one of the milkshakes, toffees, etc. The brand’s Indian team claims biggest launches this that after establishing the ‘nutrition year and we expect at convenience’ credentials for brand Kellogg’s over the 25 years to reach 5x the it’s been present in the country, number of people it’s now looking to ‘delight Indian consumers’. with this range.” The flavours came up when food through digital media”. EXPERTS SPEAK SUMIT MATHUR Kellogg India approached chef “This is one of the biggest So, will the flavours stick to the Ranveer Brar with an idea of creating launches this year and we expect to Indian palate? We asked the experts. something ‘more Indian’. The new reach 5x the number of people with Sharda Agarwal, co-founder, as breakfast is completely different. variants are available in two sizes - this range,” he adds. Sepalika, a healthcare advisory, We are wedded to formats like idlis, 120 gms and 280 gms - priced at `65 In one of its recent reports, opines that the primary role of dosas, parathas, anda-bread, etc. A and `150 respectively. BloombergQuint cites a report by flavours is to create excitement and flavour is not a way to get there.” “We created about 24 flavours in Euromonitor International pegging not to bring about behaviour change MG Parameswaran (Ambi), brand his (Brar’s) kitchen. We took these the Indian cereal market at `2,579.5 or category conversion. consultant and founder, Brand- flavours, conducted a quantitative crore, growing at an annualised “After so many years of its Building.com, says, “Kellogg’s has study with 400 consumers from 10.7 per cent rate. The report presence in India, Kellogg’s is still had a troubled market entry into Delhi and Chennai (users and also suggests that Kellogg India trying to get a foothold. Unlike in India. And there are many reasons non-users of ready-to-eat cereals) is a leading player in the Indian the West, cornflakes in India is still for this. First, cornflakes are an who showed their clear preference market. According to a Registrar a very upper-SEC (socio-economic alien concept in India. It is only towards the three which are now of Companies data, the company classification) product and is seen as consumed by a few highly ‘western’ the official release in the new range made `889.57 crore in revenue from a convenient evening snack for kids. homes. Second, what we consume, of Kellogg’s cornflakes,” says Sumit operations in 2017-18. Indianising products seems to be a in the morning has to be hot. Mathur, director - marketing, Cornflakes are consumed with cold Kellogg South Asia. Euromonitor International pegs the Indian milk. Finally, we tend to consume He explains that the new range spicy foods.” is backed with the insight that milk cereal market at `2,579.5 crore. Parameswaran adds, “Kellogg’s with kesar, pista and almonds is a However, it’s necessary to step towards changing that...” repositioning Chocos as a tasty combination that a lot of Indians mention that Indian breakfasts Agarwal also says that the typical snack for kids a few years ago have grown up with. “The bowl of have traditionally been a lot more Indian flavour route is aimed to was a good move. This went into cornflakes will no longer be just a elaborate than the simple cereal and appeal to more people. But flavours the Maggi territory and appealed nourishing breakfast cereal but will milk combo. And throughout the in the food category are always a to Indian mothers and kids. The reminiscence familiar, flavourful country, breakfast has always been passing fancy. People try flavours, new cornflake variants seem to emotion,” Mathur says. something off-the-stove and aimed but they never stick with them. be a continuation of the Indian However, Kellogg’s didn’t come to last one through till the next She explains that the new exploration. The company needs to out ‘all guns blazing’ with the meal. Kellogg’s cornflake flavours have push them as anytime-snacks and new flavours. Speaking about the And speaking of global brands a milk connection. “Rose, kesar, not leave it as morning breakfast. brand’s media plan, Mathur says donning Indian flavours, it has thandai have been used to flavour Kellogg’s has to go after the ‘hot the new cornflakes line is relying on been a proven strategy. Among the milk to disguise it and make it spicy’ market. It needs to study the “creating food experiences by way most unusual examples would be more interesting. There is a similar success of masala oats and see if they of sampling across modern retail a ‘meetha-paan’ flavoured condom principle here, but I doubt that it could do a masala cornflakes avatar,” chains throughout the year and (Durex) and a cookie (Unibic) of will get the brand market share he adds. n creating conversations around the the same essence. because what Indians have and need [email protected]

afaqs! Reporter, April 1-15, 2 0 1 9 17 e KIA MOTORS All Eyes on India As auto brand Kia Motors - which has sponsored many sporting tournaments globally - sets its sights on the country, we analyse the brand’s strategy and TG. By Abid Hussain Barlaskar

outh Korean carmaker Kia market and we visualise it having a of the Kia SP2i SUV in India. down. I was looking for a specific Motors is about to roll out its lot of energy and passion. In our first “The brand campaign brings out link between a tiger/astronaut and Swheels on Indian roads. The year of operations, we have brought the sporty, aspirational and design the vehicle. However, they, with a brand recently launched its latest ad in our ‘Official Match Ball Carriers’ elements that the Indian audience few other characters like a footballer, film, which focuses on its designs (OMBC) program for FIFA World will relate to and, therefore, will feel a hummingbird and ballerinas, flitted claiming that it draws ‘inspiration’ Cup along with the Australian Open a connect with the brand,” the team past as inspirations.” from various things like an astronaut, ‘Ball-Kids’ program, for which we mentions. He adds, “A bit of research a footballer and even a humming- sponsored the Indian Ball Kids The brand has unveiled its revealed that each of these elements bird, to name a few. Squad to the Australian Open 2019,” 360-degree multi-media campaign inspired specific features of the Indian tennis fans are already the Kia Motors team tells afaqs!. which will continue till the launch car and its design. But where is somewhat familiar with the brand’s Kia Motors India created an of its SUV. It will be supported this story going to be told? Who’s logo - ‘KIA’, positioned inside opportunity for Indian football by digital campaigns. “While going to dig deep enough to find an oval. This would be because players between the ages of 10 and TV will play the role of creating out? When I scrolled down to the of the brand’s long-standing 14 to experience the FIFA World awareness for the Kia Global responses below the TVC, I was in global connection with the game Cup Russia 2018, as part of its Design philosophy, the digital for a surprise. The treatment of the as a sponsor partner. Its logos are OMBC program. medium will engage with new film, especially the audio track, was splashed across international courts “We have also strengthened our age customers to bring to life the racking up rave reviews.” quite often. relationship with football in the different facets of the Kia Brand. Suresh explains, “A typical Kia Motors signed a memorandum country by partnering with the Below the line initiatives will be YouTube audience had fallen in of understanding (MoU) with Bengaluru FC, which also won the aimed at bringing the connect with love with the film. But did Kia set the State Government of Andhra championship this year. Kia will the above,” says the Kia India team. out to make a film for the post- Pradesh in April 2017 to build a new surprise everyone with not only The brand aims to launch its first millennials? A `20 lakh-plus sedan, manufacturing facility in Anantapur the Stinger, is not a zippy hatchback district. Construction of Kia Motors’ In India, the brand is primarily targeting ‘tech- that could be the first car of the first manufacturing facility in India young professional. I was part of is underway and it is expected to savvy’, ‘young professionals’ “who’re passionate an ecosystem that launched three begin production in the second half sedans for an auto major and each of 2019 and produce approximately about sports and cars and aspire for a sporty time, the mantra was the same - get 300,000 units per year. vehicle that’s fun to drive and keeps them a Delhi and you get your numbers. The brand had launched teasers The question is, how will Delhi of the campaign a couple of months step ahead of their peer groups, socially”. react to this ad?” ago before unveiling the full ad. On the positioning of the Kia Motors Corporation was our design-focused approach to car in the country in the second half brand, Suresh says, “In a country founded in 1944. It produces cars but also our upcoming sports of 2019 and plans to be among the where most cars are sold either on around three million vehicles a year associations,” the Kia team adds. top five automakers in India within performance or emotions, using at 14 manufacturing and assembly In India, the brand is primarily three years. The company recently inspiration as a positioning is operations in five countries, which targeting ‘tech-savvy’, ‘young announced the commencement of interesting. But a lot of questions are then sold and serviced in 180 professionals’ “who are passionate trial production at its manufacturing need to be answered. How are your countries. It is a major sponsor of about sports and cars and aspire for a facility in Anantapur. inspirations making a difference the Australian Open and an official sporty vehicle that’s fun to drive and to the brand/product? Is there an automotive partner of FIFA. keeps them a step ahead of their peer EXPERT SPEAK innovation story here? How will However, in India, a country that groups, socially”. Creative consultant L Suresh it ‘inspire’ the TA to choose Kia clearly doesn’t have a cricket-like The brand also states that the says, “I was intrigued when I saw the (Stinger) over the competition? Or appetite for tennis, Kia’s found a campaign aims to create an impact Kia teasers with the astronaut and will it be just another car with a new vehicle - football. on automobile customers across the tiger. Finally, I caught the launch remodelled grill?” n “India, for us, is a very important the nation leading up to the launch film on YouTube - and felt a bit let [email protected]

18 afaqs! Reporter, April 1-15, 2 0 1 9 l SBI LIFE INSURANCE Self Check-out As part of its breast cancer awareness campaign, the company has introduced an easy-to-use, self- training module to detect the early signs of lump formation. By News Bureau

BI Life Insurance has launched quizzes using the special language its self-examination awareness (on the learning card), thus capturing Scampaign titled ‘Thanks A Dot’, a positive feeling of carrying out a breast cancer awareness initiative early detection examination and supported by the Women’s Cancer promoting regular self-checks. Initiative-Tata Memorial Hospital. SBI Life has leveraged multiple The program intends to empower digital platforms to launch the Indian women by educating them awareness initiative. The campaign about early lump detection through rolled out with the launch of a video simple self-examination techniques. that highlights the significance of the An easy-to-use, self-training module power of touch and showcases the to detect the early signs of lump benefits of self-breast examination formation can be ordered free of through the tool. The video urges cost through SBI Life’s corporate women to inculcate a habit of self- website. breast examination regularly. The communication and online breast examination, thereby breaking Tata Memorial Hospital, says, “The Rajiv Dingra, founder and chief promotions will be handled and social barriers that have plagued our Women’s Cancer Initiative has executive officer, WATConsult, says, executed by SBI Life’s digital and society for long.” constantly been working towards “Early detection is the key to breast social media partner, WATConsult, According to the Union Health making a difference by spreading cancer survival and even though the digital and social media agency Ministry, breast cancer ranks as the awareness about the importance of many women are aware of this, most from Dentsu Aegis Network. number one cancer disease among early detection in breast cancer. India are unsure of how to feel for a lump Ravindra Sharma, chief of brand Indian females. Around 20 per cent is seeing a steady rise in cases of breast formation. Inspired by the Braille and corporate communications, SBI of breast cancers are detected by Cancer with as many as 1,00,000 language and the ‘Power of Touch’, Life Insurance, says “Cancer in India physical examination. Unfortunately, new cases detected every year. Early we created an innovative product to has more than doubled over the last 26 only 38 per cent of women regularly detection is vital and can improve bring the power of detection to your years. The impact can be devastating undergo self-breast examinations. cure rates in about 80 per cent of fingertips and enable women to take on families both emotionally and Further studies indicate that one the cases. Many Indian women and necessary actions sooner than later.” financially. Though breast cancer in 28 women are likely to develop their families rarely understand the The first phase of the initiative is most common among Indian breast cancer during her lifetime importance of this issue and fail to kicked off on International Women’s women in terms of occurrence as making self-examination even more undergo regular check-ups.” Day featuring the ‘Real Life Real well as mortality, it continues to essential. While treatment costs The ‘Thanks A Dot’ self-detection Story’ video of Sujaya Walia, a breast remain a taboo. Moreover, women can range between `2.5 lakh and tool has been designed using real cancer survivor and activist. In the who are aware of the concept of `20 lakh, there is an alarming need breast cancer mammograms to video, Walia talks about her journey self-examination are unsure of what for financial preparedness for the re-create breast cancer lumps using of fighting cancer; how family and a lump feels like. While improving treatment, if diagnosed. a special algorithm and 3D printing. financial preparedness hold the tactile capacity in women, ‘Thanks Devieka Bhojwani, a breast The breast cancer lump shapes are key while urging women to come A Dot’ also simultaneously fosters cancer survivor and vice president put on a learning card inspired by forward and discuss issues openly. n positive conversations around self- of the Women’s Cancer Initiative- Braille. Users solve puzzles and [email protected]

<< continued from page 15 in the business of communication... we’ll make agencies are one of the 10 partners clients are sure people know. working with. But now, clients want integration. It won’t go “Our Competition Right, but there’s a theory that ad back to the good old days when agencies would agencies have slipped down do everything, but it will come back in a with a vintage advertising agency brand like the value chain and don’t different form. The opportunity now ‘JWT’? command the kind of is to offer end-to-end solutions and I was amused by the reactions. I think too equity they used to... “Today, explore different communication much is being made of this. All these comments we get called models. Yes, it’s a legitimate question, but when I are fair when made by joined in 1989, it was Hindustan Thompson, people who are looking at to just about Such as? then we became J. Walter Thompson – that was it superficially – how else every pitch because I can be more responsible supposed to be very unnerving – and now we’re can they look at it? for the business result that the Wunderman Thompson. We’ve always referred As an industry, have we’re JWT and client is looking for through to ourselves as ‘Thompsonites’. we slipped down the value everyone communication… I can say, Today, we get called to just about every pitch chain, globally? Yes, we ‘Link me to your sales’, potentially. because we’re JWT and everyone knows us; as long have. Previously, agencies knows us.” If we’re more accountable, we as we communicate that JWT is now Wunderman were the single point of contact can start climbing back up the value Thompson, that we’ve got new capabilities, and for all the communication needs chain. n don’t miss out on any opportunity, it’s fine. We’re of the client. But now it’s fragmented; [email protected]

afaqs! Reporter, April 1-15, 2 0 1 9 19 l HOTSTAR When Dhoni Roars Hotstar made its ‘Specials’ debut, with Dhoni taking on the role of the protagonist in the docu-drama. By Anirban Roy Choudhury

n India, cricket has been a sport on the field and a “religion” for Ifans. Sports channels’ viewership tends to sky-rocket every time these teams of gentlemen walk onto a pitch. However, sports broadcasting in general and cricket, in particular, stayed confined to live telecasts only, beyond which there was very little to watch. With the advent of digital video and OTT (over-the-top) players, things are rapidly changing. In March, two India-centred sports documentaries “Hotstar Specials were released, almost back-to- back. On March 1, Netflix made aim to present its documentary around the Indian viewers with big, Premier League (IPL) franchise - Mumbai Indians - available for bold and authentic streaming. Titled ‘Cricket Fever’, stories. ‘Roar of the the eight-episode series, produced by Condé Nast, takes a viewer through Lion’ fit that bill a behind the scenes journey of the perfectly.” franchise in its 2018 campaign. THE BACKSTORY eventually associated with Hotstar On March 20, Hotstar, under VARUN NARANG Banijay Asia founder and CEO, as the streaming partner. “Star is its newly announced Hotstar Deepak Dhar says he, along with his the mecca of cricket and therefore, Specials vertical, released ‘Roar of partner MS Dhoni entertainment Hotstar was the perfect platform for the Lion’. The lion in this series is before the beginning of the 2018 (a 50-50 JV), started working on us to release the show. And the none other than Mahendra Singh tournament. Dhoni says, “It has been the series right after IPL 2018. timing could not have been better; Dhoni and the show is about the a difficult two years for us, but our “Dhoni has been exploring a possible telling a cricket story on a platform IPL franchise Chennai Super Kings’ fan base has only increased...,” and he opportunity in the entertainment that is streaming it is certainly the (CSK) way back into the tournament chokes and chokes again, eventually space and we met two or three times ideal match,” Dhar states. and its journey to triumph in the breaking down in tears. CSK’s tagline to discuss how we can work together Insertions promoting the series 2018 edition. CSK was banned in 2018 was “Tell Them We Are and that is how it started,” says Dhar. were played throughout the opening for a period of two years by the Back” and they went on to win the “When we started looking for stories, match of the tournament played Supreme Court-appointed Justice tournament to become the second we said why not tell the story of between Dhoni’s CSK and Virat Lodha Commission. This was due franchise to win IPL three-times, CSK’s comeback which is so close Kohli’s Royal Challengers Bangalore. to the owner of the franchise and after Mumbai Indians. to Dhoni. CSK, as he shared, is not “The initial response to both the MD, India Cements’ N Srinivasan’s While ‘Roar of the Lion’ is a a franchise but a family, with huge trailer and consequently, the show, son-in-law, Gurunath Meyappam’s story of CSK’s comeback to IPL, emotional connect and that is how has been very good. While we can’t “betting activities”. the series also marks the debut of we decided to tell ‘Roar of the Lion’.” share exact numbers, suffice it Dhoni, as the lead protagonist of Hotstar Specials - a vertical under In the initial stages, the Dhoni- to say the show has seen massive the docu-drama, narrates what he, traction and an outpouring of the management and his teammates MS Dhoni shares his emotional experience and affection on social media,” informs went through during that period. Narang, adding, “Our belief is that The verdict was announced in how tough it was for him to handle the press. India is ready for this kind of new 2015, ruling CSK out from the which Star India plans to release its Dhar partnership was thinking about storytelling and the initial feedback 2016 and 2017 editions of the cash- digital-only original shows. “Hotstar a scripted series to tell the story, but and viewership is complete testament rich tournament. Dhoni shares his Specials aim to present viewers with Dhar felt it would be another one in to that.” Audiences can view this emotional experience and how tough big, bold and authentic stories. ‘Roar the crowd. “Scripted series to tell a and similar exclusive shows released it was for him to handle the press of the Lion’ fit that bill perfectly. story is done too often by so many under the Hotstar Specials vertical on as his name was also linked with We also wanted to go against the people; there are plenty of them in SVOD services - Hotstar Premium the incident time and again. “The usual grain and launch with a docu- the market. That is why I said let and Hotstar VIP. biggest crime that I can commit is drama,” says Varun Narang, EVP and us do a docu-drama where Dhoni Now, after these docu-dramas not murder, it is match-fixing,” he chief product officer at Hotstar. The himself narrates the story and thus, around IPL franchises - CSK and says in the series. series is produced in partnership with we made it with Dhoni, as the lead Mumbai Indians - it remains to be One of the iconic moments of Dhoni Entertainment and Banijay protagonist,” he adds. seen if the six other teams will also the series is stock footage of one of Asia (a joint venture between French Dhar says they “embarked” try and tell their stories and make Dhoni’s speeches where he addresses studio Banijay and former Endemol on the journey without knowing this a new trend. n the CSK team and management, just Shine India CEO, Deepak Dhar). where it would be released and then [email protected]

20 afaqs! Reporter, April 1-15, 2 0 1 9

e

COKE Saying It With Coke Coca-Cola has been using its bottles as a media platform for months. The brand’s new summer ad keeps the label story going. By Abid Hussain Barlaskar

ith summer just around other parts of the cultural ecosystem the corner, aerated - sports, music, movies, religion - Wbeverage giant Coca-Cola could create or lead culture too. But has just unveiled its #SayItWithCoke lately, brands seem to be content campaign here in India. The ad film merely piggybacking on other features Bollywood stars Ranbir cultural markers. It’s a pity that a Kapoor and Paresh Rawal in a fun cultural icon like Coke feels the need scene beside a new label design for to piggyback on popular music to the Coke bottle. win some relevance. I understand McCann Worldgroup India has that this is an adaptation of a global crafted the film and it takes forward brand idea, but even so... I wonder if the original idea of using Coca-Cola they could’ve broken away from the packaging as a medium. global execution crutch and created Coke’s #ShareACoke campaign something more original, even was launched around the same culture-leading,” he explains. time last year. At that time, Coke swapped the original brand labels However, Coke isn’t the only with the logo for relationships like brand that’s playing around with its Grandma, Daddy, and Mom in 12 wrappers; other brands have done Indian languages. The terms were it in the past - Nestle’s premium accompanied by descriptors such as chocolate brand Alpino’s wrappers - Grandad (Old School. Yet Cool), include a romantic message to be Grandma (Scolds me. Spoils me), shared between couples. “You’re Daddy (My Teacher. My Friend) sweeter than any chocolate” is one and others. example. This year, the new bottles feature Nuts, caramel and chocolate-based messages which otherwise might bar, Snickers, from Mars Wrigley be difficult to convey upfront to Confectionery, replaced the brand intended receivers. In the ad, a name/logo on the topside (face) sarcastic Ranbir presents a bottle of the packaging with words like over a bottle of Coca-Cola. Also, Shobhit Mathur, national creative printed with “Jaadu Teri Nazar” (in Junglee, Princess, Nautanki and in this ad’s scenario, there could be director, Hakuhodo India, considers Hindi) to his nosy landlord Paresh others for their “Who are you when scenarios like live-in relationships the ad a “first fresh-breath of this or maybe LGBT relationships. On summer!” “Living up to what Coca- The ad also hints at the idea that a single the other hand, the fun-play angle Cola has always been about, this ad is commercial in flavour. We see does the same. It celebrates everyday piece of media like “Jaadu Teri Nazar” could Unilever, on the other end, going to moments and relationships in a very make a good fit for various other situations extremes,” he says. endearing and relatable way.” “All brands, big and small, are “These days, the overall repulsion like a boyfriend giving a bottle of Coke to his daring to talk about social issues. towards cola consumption is on a girlfriend and vice versa. There are repercussions and high and so, it’s better to keep it differences, but it’s not necessary that light-hearted and fun. And who Rawal. “Jaadu Teri Nazar” (that you are hungry?” campaign. everyone should like everybody,” better than the great Paresh Rawal literally translates to magical eyes) Kit Kat tweaked its packaging for Sridhar adds. and Ranbir to do it? I think they’ve is a romantic Bollywood number V-day 2019. “The continuation of using the done a fantastic job. The setting is from the early 90s and it plays in label as a medium is a good thing, but nice; the story is nice; the dialogues the background during the tenant- SO, DOES COKE WIN? it is not new. It has been happening are nice. But will it break the clutter owner interaction. And no, it’s not KV Sridhar or Pops (as he is fondly for many years. When Thums Up of the mad cricket season ahead of because of Rawal’s magical eyes, but called), founder and chief creative introduced cans for the first time in us? Perhaps not,” Mathur adds. because of him spying on his tenants’ officer of Hyper Collective (a cross- the mid-90s, we had decided that “What I do like about the on-going activities. disciplinary innovations company), each can would be a walking billboard #ShareACoke campaign and the The ad also hints at the idea that says that the advertiser, being and got them printed accordingly. use of packaging as a medium is a single piece of media like “Jaadu a powerful brand like Coca-Cola Coke’s usage of the packaging is that it is vernacular. It will surely Teri Nazar” could make a good fit which encourages conversations, good because it makes people talk help them connect to a much larger for various other situations like a could have done much more. about it,” he explains. audience. We all know that the days boyfriend giving a bottle of Coke to “It would have been a perfect ad To Narayan Devanathan, group of looking down on a vernacular his girlfriend or vice versa. 10 years back. In today’s time, brands executive and strategy officer, language are gone. But why use song The labels also feature “You Are are expected to initiate conversations Dentsu Aegis Network, South Asia, titles? Overall, a thumbs up to this My Soniya”, “Chak De India”, “All around less-talked-about topics of the ad is an opportunity lost. Why? campaign. Oops, did I just say that?” Izz Well” and more which also seem society and which need expression. “Brands seeking cultural relevance Mathur concludes with a quip. n inspired mainly by Bollywood. People actually have conversations is a given. Previously, brands, like [email protected]

22 afaqs! Reporter, April 1-15, 2 0 1 9 o

Post: Jr. Client Servicing Executive to ensure continued and increased programmatic and social marketing. within the industry in terms of Company: Thought Bubbles billings on your accounts. The ability Reached advertiser goals through new customers, new projects, and Profile: Understand and evolve to pitch for and develop new clients the media planning, buying, competitive activity. the advertising brief from clients, will be a huge plus. optimisation and analysis. Exp: 2 to 4 years manage projects as per deadlines, Exp: 5 to 9 years Proficiency on variety of tools, Location: Pune handle current client requirements Location: Mumbai including Google AdWords, Google Email: careers@tempestadvertising. & make new pitches. Should be able Email: [email protected] Analytics, DBM, DCM, TTD, com to facilitate, ideate and lead campaign ...... Mediamath, TURN, Facebook, ...... brainstorming sessions along with Instagram, Twitter, Omniture, etc. the whole team. Post: Art Director/Chief Designer/ Monitors and develops reports on Post: Copy Writer - Digital media Exp: 0 to 2 years Sr. Designer competitor activity within social Company: Le Hedonist Location: Mumbai Company: DigiStreet Media Private media spaces. Profile: We’re looking for self- Email: manoj.motiani@ Limited Exp: 1 to 2 years motivated creative writers to join the thoughtbubbles.in Profile: Designing the concept, Location: Gurgaon Le Hedonist content team on two ...... capable of thinking ideas, connecting Email: [email protected] key client accounts - luxury jewellery logics with creativity, nurturing team ...... brand Her Story & business Post: Business Development of graphic designers, prioritisation publishing stalwart Harvard Business Manager and effective churner. Post: Video Editor/ Motion Graphics Review Ascend and more. Company: 3 Dots Design (Pune & Exp: 2 to 3 years artist /Filmmaker Exp: 1 to 3 years Hyderabad) Location: Noida Company: Furry Tail Location: New Delhi Profile: Seasoned candidate who Email: [email protected], Profile: You will be responsible for Email: [email protected] understands the pulse of the market [email protected] all filmmaking, motion graphics and ...... and vigilantly keeps observing ...... media management at the office. the new trends & forthcoming The projects will include TVCs, Post: Content Writer developments. With a thorough Post: Client Servicing Manager corporate films, music videos and Company: IdeateLabs understanding of the advertising Company: CupShup other audio visual projects. Besides Profile: Research, write and business, the person should possess Profile: Cracking new corporate this, you’ll be accompanying the edit content for marketing the capability of prospecting new partnerships and working closely production team on the sets for communications, including but not clients from various sectors. Good with the BD Team to understand shoots. You will be part of an limited to domain monetisation contacts in the industry, a network the ropes of the business. Ideating extremely motivated, small and agile and online articles, newsletters, of media professionals and in-depth and planning BTL activities that team. videos, webinars, infographics,blog analysis of the leading commercial cater to a segmented niche of elite Exp: 1 to 5 years posts, website content and more establishments are prerequisites. corporates, understanding the Location: Gurgaon Collaborate with design, digital, Exp: 3 to 5 years requirements of the client and Email: [email protected] search and other teams to develop Location: Pune, Hyderabad providing solutions that matter...... compelling, often unexpected, Email: [email protected] Exp: 0 to 4 years content plans...... Location: Mumbai Post: Branch Head - Delhi Exp: 1 to 3 years Email: [email protected] Company: Tek Advertising & Location: Mumbai Post: Media Executive - Sr./Jr...... Management Pvt Ltd Email: [email protected] Company: Pamm Advertising & Profile: Operation & business Marketing Post: Senior Copywriter development under BTL & Event Profile: Have optimum media Company: Ventures Advertising Management category within Delhi knowledge & contacts, obtain the Pvt Ltd NCR, Punjab, Haryana, West UP, best advertising rates for our clients, Profile: Should have experience etc. EVEN GOOD CAN! releasing of advertisements & billing in writing English and Tamil for Exp: 5 to 8 years GET BETTER Exp: 4 to 5 years 360-degree campaigns. Experience Location: New Delhi Location: New Delhi in social media campaigns is a must. Email: [email protected], Email: [email protected] Should have experience in writing [email protected] ...... scripts for AVs and radio jingles...... TO ADVERTISE, CONTACT: Should also have experience in Post: Account Manager (Client writing content for ATL and BTL Post: Branch Head (Advertising and Shubham Garg Servicing) campaigns. Media) - Pune Aakash Bhatia Company: Quotient Exp: 8 to 10 years Company: Tempest Advertising Communications Pvt Ltd Location: Chennai Pvt Ltd Profile: Sales driven strategising, Email: [email protected] Profile: Responsible for overall day-to-day interaction with ...... operations and profitability of the To view other jobs in Marketing, clients, understanding briefs and branch. Revenue generation through Media and Advertising, log on to: executing them in the most creative, Post: Media Manager-Digital new account development and key yet solutions-oriented manner Company: Vermmillion account management. Developing possible. Along with ensuring client Communication Pvt Ltd relevant business proposals. satisfaction, you will also be expected Profile: Experience of search, Monitoring market intelligence

afaqs! Reporter, April 1-15, 2 0 1 9 23 e AMAZON Back With a New Catchphrase Amazon has consistently delivered shudh desi insight-led taglines. A quick roundup of some memorable ones over the years. By Sunit Roy

-commerce giant, Amazon the dilemma that people face India, unveiled its first while deciding what to wear for a Ecampaign of the year titled particular occasion. The TVCs were ‘Kitne Mein Mila?’. Conceptualised conceptualised by Ogilvy & Mather, and created by Ogilvy, the campaign Bangalore. dovetails perfectly with Amazon ‘Apni Dukaan’: In February 2016, India’s intent of making customers Amazon captured the dilemma of aware of the large selection on consumers who hesitate to make Amazon.in at great prices, along an online purchase through their with highlighting speedy and reliable ‘Apni Dukaan’ brand campaign. The delivery options. It includes TVCs ad, conceptualised by Orchard India, and digital content for customers puts together relatable slice-of-life across India. situations to highlight the important The campaign features quirky features of Amazon services such as insights. Each scenario showcases - one-day delivery, easy returns and various situations of customers who Cash on Delivery (CoD). have purchased quality goods in their The intent behind the campaign discover that the product that they #AdjustNoMore: In July 2016, budget, provoking family and friends is to highlight products across thought was expensive, is available Amazon India launched a campaign to ask - ‘Kitne Mein Mila?’. categories, including mobile phones, at jaw-dropping prices on Amazon,” called #AdjustNoMore to discourage The series of TVCs narrate the consumer electronics, appliances, elaborates Ramamurthy. people from settling for anything less surprise and disbelief of people and fashion products, among others, than optimal solutions on products. looking at high-quality products available at an affordable price along GOING THE ‘DESI’ WAY The campaign was about doing away when asked this question. The with Amazon’s quality assurance. Over the years Amazon has with alternatives as Amazon.in has campaign revolves around leveraging According to Kiran Ramamurthy, launched campaigns using ‘shudh a wide range of products available value for money as a key factor to manager partner, Ogilvy South, desi’ insight-led taglines. A quick at the click of a button, with quick- engage with customers. ‘Kitne Mein Mila?’ is the apt phrase roundup of some memorable delivery options. Speaking about the insight on that captures two quintessential Amazon desi ads: #SabAmazonWaale: In which the campaign is based, Ravi things about a product that has just ‘Aur Dikhao, Aur Dikhao’: In 2017, the brand launched its Desai, director - mass and brand been bought - its quality and price. It April 2015, Amazon launched its #SabAmazonWaale campaign, which marketing, Amazon India, says, “As is the first inevitable question that is ‘Aur Dikhao’ campaign to highlight showcased different types of Amazon customers, we all seek value for our asked when you see someone with a the ‘power of choice’. The ad film customers and how it has emerged as hard-earned money. We all operate new product that appeals to you. ends with the campaign jingle - ‘aur the most preferred online shopping within a fixed budget and seek quality “When Amazon wanted to convey dikhao’ - which highlights a typical platform for nearly everything. products within it. Keeping in mind that a wide selection of products Indian shopper’s tendency to always Designed and conceptualised by this insight, the ‘Kitne Mein Mila?’ was available at great prices, there look at a lot of options before making Leo Burnett Orchard, the campaign campaign showcases how Amazon. was no better phrase than ‘Kitne a purchase decision. The film urged was an ode to Indian customers in understands this need and offers Mein Mila?’ to anchor the thought viewers to download the Amazon across different geographies and a wide selection of quality products of fantastic value that customers get app and enjoy the benefit of choice. socio-economic categories and how making shopping more affordable, on Amazon. The essence of this ‘Kya Pehnu?’: In December 2015, they have chosen Amazon for their accessible and within the reach of campaign is the genuine surprise Amazon India released a campaign different needs. n everyone’s budget.” that is evoked in people when they titled ‘Kya Pehnu’, which captures [email protected]

founder of the creative revolution and this mark DDB puts creativity right back at the center of our organisation. As many other global networks are doubling down on technology and efficiency New Visual Identity we wanted to double down on humanity and creativity.” The evolved logo was created internally by the DDB North Barry Quinn, chief design officer, America design team. By News Bureau DDB North America, adds, “Our new visual identity is contemporary DB has introduced a new visual “Great brands have a foot in their past and and strategically designed for today’s identity that captures the essence of the a foot in the future. This visual identity needs. But it purposely retains a Dagency. Highlighting the creativity and perfectly captures our heritage and legacy, strong link to our visual history. interconnectivity of the worldwide DDB team, the contemporary thinking and work It’s much more than a symbol, it’s the evolved logo was created internally by the we’re known for now, and positions us a canvas for the creativity of the DDB North America design team. for the future we intend to claim.” network. We can’t wait to see how On the new visual identity, Wendy Clark, Ari Weiss, chief creative officer, DDB that evolves over time.” n CEO, DDB Worldwide, says in a press note, North America, says, “Bernbach was the [email protected]

24 afaqs! Reporter, April 1-15, 2 0 1 9 oee

Rag rag mein Daude city THE MOST AUDACIOUS AD OF THE MONTH be heard

MOTHER’S RECIPE COCA-COLA SURF EXCEL MAAZA Mother’s Recipe rolled out Its ‘#SayItWithCoke’ campaign ad By using ‘colour’ as a medium for It has undergone a face-lift of sorts and has ‘#TasteTheLove’ campaign in line with features Ranbir Kapoor and Paresh Rawal oneness, Surf Excel’s latest campaign - released a new TVC. The ad sees Aditi Rao its original proposition of ‘mother’s love in a scene beside a new label design for #RangLaayeSang - beautifully captures how Hydari grooving to an A.R. Rahman track imbibed in its brands’. Coke bottle. the colours of Holi can be a force for good. while sipping Maaza from a revamped bottle. Creative Agency: McCann Worldgroup Creative Agency: Lowe Lintas Creative Agency: Leo Burnett

MORRIS GARAGES MONSTER.COM 7UP PEPSI The recent digital teaser video released The brand has decided to go the The King of Chill Fido Dido is back with the In an ad titled ‘Har Ghoont Mein Swag’, by carmaker MG (Morris Garages) Motor, humorous route with a new campaign - ‘Put the Chill’ campaign. Through his witty clearly designed to target millennials, a 95-year-old British-born brand, names a #WorkLifeBalance. The campaign is live in and quirky one-liners aka ‘Fidosophies’, the Pepsi recycles the 1950s funda of jeans as a car that’s about to hit Indian shores - MG India, the Gulf, Singapore, Malaysia, and mascot reiterates the brand’s mantra - not symbol of rebellion. Hector, an SUV. the Philippines. stressing about stressful situations. Creative Agency: Wunderman Thompson Creative Agency: Famous Innovations

KIA MOTORS SBI LIFE INSURANCE &FLIX LEVI’S The South Korean carmaker is set to roll It has launched a self-examination breast ‘#WhereIsMyChannel’, a 60-second film It unveiled the fifth edition of its ‘I Shape out its cars on Indian roads. It launched an cancer awareness campaign titled ‘Thanks from Zee’s English movies channel, is My World’ campaign. The music video stars ad which focuses on its designs, claiming A Dot’, supported by the Women’s Cancer targeted at the national audience living in Swara Bhasker, Malini Agarwal, Kubbra it draws ‘inspiration’ from an astronaut, a Initiative-Tata Memorial Hospital. top metros and Tier I towns. Sait, Sandhya Menon and Neena Gupta, and footballer, and even a hummingbird. Creative Agency: WATConsult Creative Agency: Tiqui Taka the song is sung by Anushqa Sahaney.

BJP ASIAN PAINTS BRAND FACTORY LAND ROVER DISCOVERY Stepping up the efforts for the upcoming Asian Paints recently released a brand film to Future Group’s retail fashion discount SPORT Lok Sabha elections, BJP has launches promote ‘Royale Health Shield’ on Instagram chain Brand Factory has launched With a new campaign titled ‘Never Stop ‘Main Bhi Chowkidar’ video campaign with and the internet just loved it. It features #BuraNaManoDiscountHai campaign for Discovering’ it aims to create conversations Prime Minister Narendra Modi and other Deepika Padukone and Ranbir Kapoor as Holi, with up to 70 per cent discounts. around India’s wildlife conservation. party leaders. friends and their rapport is quite good. Creative Agency: Publicis Ambience Creative Agency: Spark44

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, April 1-15, 2 0 1 9 25 people

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

ADVERTISING

L&K Saatchi & Saatchi as CEO, VMLY&R India. Based out of the digital arms of agencies in Dubai, with a Tanuja Bhat rejoins L&K Saatchi & Saatchi VMLY&R’s Mumbai office, he will report focus on integration and content creation. as the group executive creative director. This to VMLY&R Asia Co-CEO Tripti Lochan, will be her second stint, having previously who is based in Singapore. An influential Langoor worked at L&K for two years. She was earlier marketing industry leader, Nair brings with Langoor, a full-service digital-first agency. has with Network Advertising, Mumbai. Bhat has him more than 24 years of advertising and appointed Vijay Shenoy as senior vice-president, worked for brands like Margo, Henko, L’Oreal, digital experience, most recently as CEO strategy and business development. Shenoy Maybelline, Garnier, Rin, and Dabur. She has (digital) and managing partner for Law & had previously enjoyed a fruitful stint with been associated with JWT, Leo Burnett and Kenneth Saatchi & Saatchi India. VMLY&R Langoor after which he was associated with Publicis Capital Mumbai in the past. has also announced the appointment of Kevin WATConsult, as their AVP for southern region, Lobo as executive creative director, VMLY&R before his reappointment. Shenoy brings with Network Advertising India, adding to the rapidly expanding creative him more than 14 years of experience in the Shilpa Kamath joins Network Advertising as team put together by Venkatgiri Rao, CCO, digital marketing industry - developing deep senior vice-president, client services. Kamath VMLY&R SEA & India. Lobo brings more insights, building brands and understanding the comes with 18-plus years of experience of than a decade of experience driving award- art of decoding human behaviour. leading the communication duties of several winning campaigns for marquee global and prestigious FMCG brands. In her long stint Indian brands such as Diageo, Unilever, Bajaj Network Advertising with Ogilvy, Kamath managed HUL’s tea Motorcycles, Bajaj Allianz, Parle, Maybelline, Hemal Bhuptani joins Network Advertising as portfolio (Red Label, Taj Mahal and 3 Roses) Parachute, Cadbury’s and Adidas. senior vice-president, client services. Bhuptani to begin with, and then moved on to manage has an experience of over two decades that spans the personal care and laundry business, namely, BBDO India advertising, digital marketing, marketing and Dove, Comfort and Sunlight. BBDO India has appointed Kunal Solanki as sales. In his previous job roles, Bhuptani has vice-president for its Mumbai office. He will been instrumental in understanding the brand’s VMLY&R report to Atin Wahal, executive vice-president requirements from multiple stand points and Global marketing agency VMLY&R has and head of BBDO’s Mumbai operations. Over then eventually arriving at the most optimum announced the appointment of Anil Nair the last few years, Solanki has helped to develop solution for the respective brands.

DIGITAL MEDIA

Spotify India Sony Pictures Entertainment India Indoria joins Network18 from SonyLIV Sports. Neha Ahuja, former VP-marketing at Vodafone, Lada Guruden Singh has been elevated to After stints with Discovery Channel, Arré and has joined Spotify India as head of marketing. At the post of director, creative development, Turner Broadcasting, Smriti Mehra returned Vodafone, she was responsible for driving brand Sony Pictures Entertainment India. He will home to Network18 last year. The company has communications, digital and brand associations for be responsible for leading and mounting the now announced her elevation as EVP - focus, to over three years. Ahuja also handled several brands studio’s local language productions as it seeks to head revenue. She will report to Priyanka Kaul - in Procter & Gamble for 13 years. aggressively ramp up its operations in Hindi and president, marketing & special projects. regional languages. Facebook Friday Filmworks Manish Khanduri, Facebook’s head of news Network18 Devendra Deshpande has been elevated as head partnerships for India, has joined the Indian Network18 has announced the appointment of - business and growth at Friday Filmworks, a National Congress. The son of BJP leader and Maruti Indoria as businesshead for CricketNext. multimedia production house. He had joined former Uttarakhand CM BC Khanduri, Manish With over 15 years of experience across ad sales, Friday Filmworks as head of digital content and started his career as a business journalist, and had digital marketing and social media marketing, IP in January. joined Facebook in mid-2018.

2400/- 2016/-(inclusive taxes). 4 00/- 3495/-(inclusive taxes).

26 afaqs! Reporter, April 1-15, 2 0 1 9 2016/-(inclusive taxes).

3495/-(inclusive taxes).