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SHALINI RAGHAVAN CMO, CONSUMER PRODUCTS DIVISION L’ORÉAL INDIA DUREX a Cheeky Move a Little Misdirection Does 10 Not Hurt at All

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SHALINI RAGHAVAN CMO, CONSUMER PRODUCTS DIVISION L’ORÉAL INDIA DUREX a Cheeky Move a Little Misdirection Does 10 Not Hurt at All April 16-30, 2017 Volume 5, Issue 21 `100 6 INTERVIEW SHALINI RAGHAVAN CMO, CONSUMER PRODUCTS DIVISION L’ORÉAL INDIA DUREX A Cheeky Move A little misdirection does 10 not hurt at all. GIONEE 7 Self-obsessed? How is Gionee doing in the selfie wars? 8 KFC “AGENCIES ARE Rapping Differently Have a Chizza, not a pizza says Baba Sehgal. TERRITORIAL” BARC Introducing Ekam 9 Raghavan on the challenges faced by a cosmetics MOTO marketer in the era of selfies and self-adulation Bringing out the Best 16 CAMPAIGN TRAIL Ads of the Fortnight 20 MOVEMENTS / APPOINTMENTS Cover Story Powered By: Who’s Where... 22 editorial This fortnight... Volume 5, Issue 21 ast year, when Shalini Raghavan moved from Hindustan Unilever, where she EDITOR Sreekant Khandekar L managed the Dove master-brand across Asian and African markets, and joined PUBLISHER April 16-30, 2017 Volume 5, Issue 21 `100 L’Oréal India to take charge of the consumer products division, we carried a basic Prasanna Singh 6 INTERVIEW ‘movement story’ on afaqs.com. EXECUTIVE EDITOR SHALINI RAGHAVAN CMO, CONSUMER Ashwini Gangal PRODUCTS DIVISION L’ORÉAL INDIA DUREX A Cheeky Move ASSOCIATE EDITOR A little misdirection does That article has since received a surprising, almost shocking, number of views and 10 not hurt at all. Sunit Roy has clocked over 1,000 shares. Turns out, Shalini is a person of interest in the Indian PRODUCTION EXECUTIVE marketing and advertising fraternity. So, we at afaqs! Reporter took a data-led decision Andrias Kisku GIONEE 7 Self-obsessed? to get to know Shalini and her brand of leadership a little better. How is Gionee doing in the selfie wars? ADVERTISING ENQUIRIES 8 Shubham Garg Shalini is a confident and articulate marketer. After my hour-long interview with 81301 66777 (M) Apoorv Kulshrestha KFC her, she gave me a tour of her ‘Social Command Centre’, a room with screens for walls, “AGENCIES ARE Rapping Differently 9873824700 (M) Have a Chizza, not a pizza says Baba Sehgal. Noida TERRITORIAL” BARC where real-time conversations about her brands – L’Oréal Paris, Garnier, Maybelline Introducing Ekam 9 Raghavan on the challenges faced by a cosmetics MOTO marketer in the era of selfies and self-adulation Bringing out the Best 16 New York and NYX Professional Makeup – are tracked and studied. The last time Nikhil Jhunjhunwala CAMPAIGN TRAIL Ads of the Fortnight 20 MOVEMENTS / APPOINTMENTS 9833371393 (M) Cover Story Powered By: Who’s Where... 22 I was in a room like this was at Nestlé’s Gurgaon office, where I met Chandrasekar Mumbai Radhakrishnan, head of communications and ecom, Nestlé India, earlier this year. [email protected] MARKETING OFFICE One of the first things I asked Shalini, who has spent 13 years at HUL, is whether B&B Genesis, A 12/13, Ground Floor, Sector - 16 she shed the proverbial ‘Unilever cloak’ when she became part of the L’Oréal system. Noida - 201301 She admitted that HUL in India is very process-oriented and that her marketing MUMBAI 302, Makani Center, 3rd Floor, decisions at L’Oréal, though guided by consumer data points, are a lot more gut-driven. Off Linking Road, Bandra (W), Mumbai - 400050 Another candid answer she gave me was in response to a question about her agency SUBSCRIPTION ENQUIRIES partners and what they struggle with. Shalini, who is very involved in the agency and [email protected] briefing side of things, feels creative folk tend to be a touch too territorial about their ideas. Owned by Banyan Netfaqs Pvt Ltd and Printed and published by Intriguingly, this resonates with what Nadia Chauhan, marketing head of Frooti, Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, said to me last week: “Most agencies in India have a very ‘protective’ system. Jawala Heri Market, Paschim Vihar, They don’t like collaborating with too much talent. It’s all about ‘It’s my idea’.” New Delhi-110 063. Printed at Cirrus Graphics Private Limited B-61, Sector 67, Noida (U.P.), 201301 Ashwini Gangal [email protected] CONTENTS 17 GOAFEST 2017 Three Days of Advertising’s Best afaqs! Reporter brings you a round-up of what happened at the Abbys. 12 15 NADIA CHAUHAN Going to Market The joint managing director and chief marketing of LUFTHANSA VICKS 13 TRUECALLER 14 Parle Agro doesn’t believe Striking The Right Pitch Terms of Endearment Kari Krishnamurthy in conventional consumer The ad takes the ‘More Indian How P&G championed the Truecaller is set to “become” a research. than you Think’ idea forward. cause of transgenders. large communication platform. afaqs! Reporter, April 16-30, 2 0 1 7 5 advertising DUREX A Cheeky Move A little misdirection dose not hurt at all going by the raging conversations this ad has led to. By Suraj Ramnath & Ashwini Gangal s Durex diversifying into apparel? years age bracket. communication experts about this Will Durex make jeans for girls The final ad (a 45-seconder that marketing gimmick. Itoo? Is Durex making condoms is being aired on TV) was released Mark McDonald, head of creative, made of denim? on Friday. The campaign has been Mumbai, DigitasLBi, India, a digital These were the kind of questions created by Havas Worldwide. agency from the house of Publicis, youngsters asked one another over says, “Is it a pair of jeans? A new after Durex, condom brand from BUZZ VERSUS CREATIVITY condom variant? Or an elaborate the house of RB India, tricked The teaser, and consequent April Fool’s joke? That is the people with a teaser ad film featuring jeans-condom confusion, is being question.” Ranveer-DoTheRex-Singh. dubbed a ‘gimmick’. RB India’s “While the teaser doesn’t give In the teaser video, the actor says, Jindal responds cheerily, “They are anything away, it does do its job, “Hi guys! Durex is launching jeans, welcome to say that. They might which is to get people talking,” he and I’m going to be the first one to be right. Who am I to judge the says, adding, “The flip side is — does wear it — (winks, goes into dressing experts?” adding, “It is a joke. No “Now, people can it confuse consumers, and misdirect room, takes jeans off) — hey guys it matter how serious we want to make them to a product that doesn’t exist? fits really well!” our work, we have to play a relevant just go to the store Perhaps it does.” Here’s the truth: No, Durex is not part in a consumer’s life... and one of and ask for a ‘pair McDonald adds, “While the teaser planning to launch a range of denims. the concerns they have in life is sex. could come across as a bit cheesy Durex has, in fact, launched a new We have to be able to talk about it in of jeans’... Also, this — and the Twitterati are having a line of condoms called ‘Durex Jeans’. a light-hearted manner. Otherwise it field day with jeans and condoms — Positioned as a ‘new age condom’, is a very serious conversation.” pack doesn’t have what’s heartening to note is that the Durex Jeans is being marketed on Going on to tell afaqs! that the the usual ‘couple in brand hasn’t just left it to the teaser the back of its packaging — a ‘slim campaign has already reached over to pique your interest. Their social pocket pack’. Durex Jeans will be 10 crore people, Jindal says, “We an intimate position’ media handles have enough surround image on it.” content to keep you guessing, with Durex Jeans is being marketed on the back influencers adding their two-bits to ROHIT JINDAL the excitement.” of its packaging — a ‘slim pocket pack’. Carlton D’Silva, chief executive available in packs of two, priced at have got queries from world over condoms. In markets across the officer and chief creative officer, `25. asking us what we are trying to do... world, we have packs of three, five, Hungama Digital Services, a WPP At the retail level, the product most people were 80 per cent sure 10 and 15. But a lot of our consumers group company, calls the teaser will be displayed in a transparent jar. it’s a condom brand, some were only here told us they’re not comfortable “beautiful,” because “It’s meant to Rohit Jindal, Marketing Director - 20 per cent sure - hence the buzz.” buying packs of 10 and that they’d cause intrigue and it does just that. RB India, marketer of Durex, tells About the new pack of two, Jindal prefer buying only two condoms at You make a trailer for a film to afaqs!, “Now, people can just go to tell afaqs!, “Currently, in India, we a time.” cause intrigue and curiosity so that the store and ask for a ‘pair of jeans’... sell packs of three and packs of 10 you show interest in the same... this the shopkeeper can store these packs DOES THE AD FLY? works on the same lines and it’s of two next to the candies... Also, this Is creating buzz the sole objective great.” pack doesn’t have the usual ‘couple of a brand today? What about Any word of caution when in an intimate position’ image on it. putting the right message out? All executing marketing gimmicks of It is a pack with a picture of jeans on said and done, isn’t it risky to this sort? “Just be true to the tonality it. It has been designed to reduce the let the consumer assume you are of the brand and you will be fine.
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