April 16-30, 2017 Volume 5, Issue 21 `100 6 INTERVIEW SHALINI RAGHAVAN CMO, CONSUMER PRODUCTS DIVISION L’ORÉAL 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 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 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. A awkwardness at the purchase level.” launching a certain type of brand like Durex should be smart...” The target group comprises ‘first product whereas actually you he answers. n timers’ and youngsters in the 18-25 are not? We spoke to a few [email protected]

6 afaqs! Reporter, April 16-30, 2 0 1 7 advertising GIONEE Self-obsessed? We spoke to the MD and CEO of Gionee India about his new ad that highlights the phone’s selfie feature, something rival brands Oppo and Vivo are also going to town with. By Sunit Roy

ionee, the Chinese cell phone brand, recently launched Gan ad campaign featuring brand ambassador Alia Bhatt. Titled ‘Selfiestan’, the campaign highlights how the cultural phenomenon of the ‘Selfie’ exposes a very basic human desire — to get noticed, appreciated and express ourselves freely. While the campaign has been created by Mullens Lintas, Initiative Media (India) is the media agency that has worked on the communication. “We plan to almost Interestingly, ever since the front double our market- camera feature was introduced by Motorola and Sony Ericsson in ing budget to around early 2000, selfie wars are heating `750 crore in 2017- up in the global smartphone market. More and more brands seem to be 18 from `400 crore joining the bandwagon. A couple of in the current fiscal.” years ago, Korean electronics giant LG unveiled its ‘Magna’ handset ARVIND VOHRA with a 5-megapixel, front-facing camera for selfies, to enable users a tendency towards narcissism being good for selfies, our campaign, with a teaser on outdoors and TV. to take pictures with a simple hand is just one aspect of a consumer’s concept and objective are completely It has now been launched across gesture. Then came Taiwanese rival personality. There are other facets unique — to give all of us Indians various platforms including print, HTC’s launch of Desire EYE with a of consumers, which smart phone a sense of ownership and belonging digital and radio. 13-megapixel, front and rear camera, brands can tap. Secondly, since most by creating ‘Hindustan ki selfies’. followed by Chinese manufacturer of the brands are creating feature- The objective was to emanate a INDUSTRY SPEAK Huawei unveiling the Ascend P7 based communication, there is no feeling of unity and break barriers of According to independent with an 8-megapixel, front camera. brand loyalty because nowadays, physical, cultural, linguistic, social, advertising and marketing consultant, Ironically, with more and more consumers are willing to buy phones religious, political, ideological and/or Vibha Desai, the Gionee A1 is clearly Chinese brands such as Oppo, Vivo with impressive features at an psychological differences....” the focus of this communication. and Xiaomi making their debut in optimum price. Thirdly, this category He adds, “#Selfiestan is the Given that the brand has been hurt Indian mobile phone market, the lacks real innovation. Usually, brands embodiment of a world where by its Chinese competitors, in their competition is getting tougher as the are engrossed in spec enhancement - people can express themselves freely minds, this is the product that they front-facing camera is becoming an from 2 GB to 4 GB RAM / from 8MP and showcase their love for selfies want to put in front of their counter increasingly important differentiator to 16MP camera / from 4000mAH to and we are proud to have brought attack. “While the ad is a bit of a for smartphone makers. More so blind spot for me... it captures the because in the mass / mid-price The brand recently roped in Virat Kohli and fleeting interest in things that the segment (up to `35,000) where most target audience has in a gift wrapped of the brands are talking only about Alia Bhatt. It joined hands with KKR too. manner. I just wish the music was a one feature — the front camera. 5000mAH battery. Last but not the our own version of selfies to India little more engaging. The shots are And now, with the launch of A1 least, most brands are running a rat with this campaign.” pretty decent though,” Desai says. in India, followed by a high-decibel race in getting celebrities and spending Talking about the most challenging Azazul Haque, executive creative campaign featuring Alia Bhatt, heavily on stylised communications. part of putting this campaign together, director, creative head, south, Gionee has upped the ante for cell Therefore, with so many smartphone Vohra says, “The idea was to change Ogilvy, Bangalore, says that after this phone makers. brands marketing their products on the notion that selfies are a narcissistic campaign, Gionee will for sure own A smartphone, however, is sold the back of the ‘selfie’, it has become form of expression...” ‘Selfies’ - something they have been under five key clusters / parameters, almost a blind spot. The video opens up with Bhatt trying to do for a long time. So, the namely - looks and design, storage So, we asked Arvind Vohra, MD welcoming the audience into the campaign does deliver the message capacity (2/4 GB RAM and 16/32 GB & CEO, Gionee India, what gave the world of #Selfiestan. She enjoys very clearly. He however maintains, ROM), processor speed (whether it is brand the confidence to go ahead and taking selfies with her Gionee A1 “Selfiestan doesn’t sound fresh. a Quad-core or Octa-core processor), hinge an entire campaign around the and people adjust enthusiastically to Recently, Rajasthan Tourism did a camera (front and rear), and price. selfie, when rivals are doing same. get into the picture. She even asks to big campaign with the same idea, Unfortunately, no brand is reaching He answers, “While we are aware take a Welfie, Dilfie, Zulfie, Gelfie, ‘Mysthan’. It reminded me of that.” n out to consumers effectively. Having of other brands’ aims and claims of and Helfie. The campaign started [email protected]

afaqs! Reporter, April 16-30, 2 0 1 7 7 digital KFC Rapping Differently In a new video, KFC positions its ‘Chizza’ as an alternative to pizza. By Ashee Sharma & Suraj Ramnath

fter a brief hiatus, it seems rapper Baba Sehgal is not just Aback in the limelight; he is making all efforts to steal it. Recall that Sehgal, who was a rage in the rap circuit during the 90s, particularly for hits such as ‘Thanda Thanda Paani’ (a remake of “” by ), and ‘Manjula’, recently appeared in campaigns for brands including Del Monte Fruit Juice, Tata Cliq and Perfetti Van Melle’s confectionery brand Chupa Chups. This time he is back, professing his love for the new ‘KFC Chilli Chizza’ in yet another rap song which goes, ‘Chilli Chizza... I love my Chilli Chizza. Kya karoon, I have to say, Sorry Pizza!” Chilli Chizza is KFC’s latest addition to the Chizza range introduced last December. Known for its signature hot and crispy chicken, the QSR chain surprised loyalists by transforming its fillet into a Chizza - a Pizza with no crust, but chicken as the base. The brand team tells afaqs! Reporter that the campaign was initiated by Sehgal. Impressed after trying the Chilli Chizza, he “He’s one of those approached KFC with the idea which a Mumbai-based digital agency from Dubbing it as an attempt to grab led to this digital-only initiative. people - you love the stable of Reliance Entertainment, consumer attention on digital, Rohan Is this the reason why the video him, you hate him, believes that while Baba Sehgal may Mehta, CEO, Social Kinnect, says, doesn’t have any KFC branding? How not be appealing to this generation, “Recently, we’ve seen the brand do is the audience supposed to know but you can’t ignore the video has the potential to trend, some ‘standout work’. The coming where to find the Chilli Chizza? him. And that’s albeit as a mockery. together of KFC and Baba Sehgal, For now, it appears the campaign is “He’s one of those people — you who has become quite a social media for loyalists, fans and followers who what KFC was love him, you hate him, but you can’t weapon due to his quirky songs and know their Chizza well. looking at doing, ignore him. And that’s what KFC was music videos, does raise interest The video was released on Sehgal’s looking at doing, grabbing attention levels, but fails to do justice to the YouTube channel. He further grabbing attention using Baba Sehgal,” she infers. brand. The video production is more amplified it using his social media using Baba Sehgal.” Like us, Khandelwal is also of Brand Baba Sehgal than Brand presence on Facebook and intrigued by the absence of KFC KFC. The product doesn’t get much where the audience was asked to take NIKITA KHANDELWAL branding in the video. She hopes attention besides the lyrical rhyme.” the ‘#ChizzaRapChallenge’. As part of the challenge, they had to upload tries to take on a different kind of food Chilli Chizza is KFC’s latest addition to the a short video of themselves rapping a altogether by positioning Chizza as an Chizza range introduced last December. couple of lines from the song while alternative to pizza (we are guessing imitating Sehgal’s signature step Domino’s). What’s more... the lyrics that the brand promoting it on its Differing on the branding (or the from it. He also dropped a hint on say — ‘isme no bread, you can eat YouTube channel might help. absence of it) bit, he adds, “As a Twitter as a teaser to the campaign. it and go to bed’ — perhaps subtly On the overt/covert reference to customer, it’s obvious which brand The video was later uploaded on implying that ‘pizza is unhealthy. the junk nature of pizzas, she notes, this is for. The product could’ve got KFC India’s YouTube channel. Have a Chizza instead’. Well, we can “KFC fans surely don’t mind junk more of a spotlight though.” What’s also interesting about the only speculate if this was the brand’s and that is why they love it so much. While he agrees that given the campaign is the fact that typically, intention or a smitten fan, Sehgal, But, with the whole world getting growing awareness about health it’s the KFCs and McDonald’s who raving about the Chilli Chizza! more conscious about health and and fitness, brands should highlight battle it out over meal combos and diet, I do think it makes sense from this aspect in their communication, more, like in the ad where actor and EXPERTS SPEAK a marketing perspective to use the Mehta is unsure if the video will help comic Mallika Dua promotes the Nikita Khandelwal, senior health angle. The only catch is that in registering the intended message KFC 5-in-one meal box. manager brand strategy and the audience these days is smart and in listeners’ minds. n Here however, the burger brand development at World Wide Open, might see through it.” [email protected]

8 afaqs! Reporter, April 16-30, 2 0 1 7 digital BARC Introducing EKAM ment and big data. Barc’s suite of products will include: EKAM Pulse, EKAM Advertisers in digital face issues Beam, EKAM Stream, EKAM Ad-Scan and EKAM like dependency on publishers/plat- forms for data, lack of quantifiable Integra. By News Bureau differences in impressions, inability to see unique and de-duplicated reach roadcast Audience Research & frequency across publishers/plat- Council (BARC) India will forms and lack of knowledge on ROI. Blaunch all its digital products EKAM solutions will allow anal- under the brand name EKAM (The ysis and comparison of different Sanskrit word which means “One”). platforms and their offerings. With The logo created by Grey India, draws a Single-Source Panel, large TV and inspiration from the four colors (Red, overview of digital ads in India, look Digital Booster panels, Census level Blue, Yellow and Green) used in the at where advertising money is being impressions and Big Data on Digital BARC India logo. spent and which sectors are produc- “EKAM will side, EKAM will offer a much more EKAM Pulse will measure video ing more digital ads. EKAM Integra robust and accurate ability to show ad campaigns and will be the first will help industry with common, provide third party key metrics like incremental reach. digital offering to be rolled out by robust and independent audience measurement and “EKAM will provide the industry BARC. EKAM Beam, the next in numbers that will give more accurate with independent third party meas- line, will measure linear broadcast incremental reach figures. To do this, verification of urement, verification of audience and that is viewed on a Digital device. BARC India’s TV data will be tied audience.” eventually viewability of video ads EKAM Stream will measure both with Digital Video data with the help and content,” said Partho Dasgupta, non-linear and pure play digital video of Single-Source and Digital Booster PARTHO DASGUPTA CEO. n content. EKAM Ad-Scan will give an panels on top of the census measure- [email protected] ADVT.

afaqs! Reporter, April 16-30, 2 0 1 7 9 “Agencies are territorial” An interview with the chief marketing officer of L’Oréal India’s consumer products division. By Ashwini Gangal

halini Raghavan is a confident, secure and articulate marketer INTERVIEW who can keep track of convoluted, multi-part questions SHALINI RAGHAVAN and respond to each bit in a Ssystematic, organised way. I spent over an L’Oréal India hour with her in a hot, AC-less cabin at her Mumbai office, where we discussed the challenges faced by a cosmetics marketer in manager. These digital managers work with the era of the selfie and alarmingly acceptable the e-comm team, manage digital plans, levels self-adulation. manage digital influencers and execute brand Shalini joined L’Oréal India as CMO messaging online. We spoke to the woman at of the consumer products division last year. the helm of it all. Edited Excerpts: The brands she is responsible for include L’Oréal Paris, Garnier, Maybelline New How have these initial months York and NYX Professional Makeup. at L’Oréal been? How have you Headquartered in Clichy, France, prioritised? L’Oréal (a 108-year-old company) has The first few months were spent been present in India for over two decades. re-setting and altering some of our India is a key market for the company, given strategic priorities and investments as the growing appetite for beauty products, we look forward to the next four years especially those available in smaller packs and making sure our plans over the and sachets. next 12-18 months are aligned to that. Before joining L’Oréal India, Shalini We also spent time understanding how spent 13 years at Hindustan Unilever, to culturally alter the teams. This part where, in her most recent role, she was in takes the longest. charge of Dove across all Asian and African For me, it’s been about taking stock. markets. Other brands she has worked For my team, it’s been about re-winding closely on at HUL include Lakme, Lux and and pausing. And we did all of this in Pureit, among others. Before HUL, Shalini a difficult year. By the time I came spent two years at Britannia. (July), it was already a difficult time Within a month, her ‘Social Command in terms of sales, growth, investment Centre’ will be ready. It’s a room where real- and depressed consumer buying. And time consumer and influencer feedback across November (demonetisation) didn’t social platforms will be tracked, analysed and help. It wasn’t an easy year for anyone. used in business conversations. because the systems at HUL are shedding the ‘Unilever cloak’? The way the company structures its When Unilever executives move so different from those outside. The people and the passion they marketing teams is interesting – every team out to join other companies, When you moved from HUL to have for the business are similar across has a digital manager who partners the brand there’s a sense of liberation L’Oréal, did you find yourself the two, but fundamentally, in India,

10 afaqs! Reporter, April 16-30, 2 0 1 7 Cover Story Powered By:

yes, HUL is very process-driven. At TV messaging presupposes which is linked to point-of-sale, like L’Oréal, we use our instinct and get consumer knowledge about the mall facades. For this brand, we don’t a lot more. L’Oréal is far less process- product but digital is a good really need to be present outside of oriented. It allows you to be more channel to educate her, isn’t it? digital to target our consumer. entrepreneurial and responsive. Broadly, yes, for makeup, but not for But at L’Oréal, it’s also about say, hair care. In the hair care segment, When it comes to makeup, how respecting data, consumer analytics it’s a share-of-voice game on television. much of your sales come from and consumer research. A big ask today All shampoos and conditioners talk online? And what’s the target? is consumer centricity, something I about damage, dryness and hair fall, so The purchase barriers for buying bring in. Putting all of it together has it’s really about being top of mind. cosmetics online must be high been interesting for me. It also depends on what the job is. because one can go very wrong... For instance, for one of our launches It’s growing... it’s doubling, even To what extent does data last year, Garnier Ultra Blends, quadrupling every year. Also, for our influence your marketing what we did in-store played a big partners - like Nykaa and Amazon - decisions? role. So even for just a shampoo and the beauty category has been growing Data is in everything we do. conditioner, point-of-sale if seen as exponentially. Consumers who are Whether it is market share numbers, already on that curve, of buying more sales numbers or quantitative than travel (tickets, bookings) and consumer research - product testing, books online, are now looking to buy price testing or advertising testing – it’s beauty products online. all data. Every decision we make is “For With makeup, it’s easy to buy what informed by data. When you have data fundamentally, a ‘TV plus...’ one already uses. Buying your everyday points you use them to connect the kind of thinking is not the the beauty lipstick or a kajal online is a no-brainer. dots. Then, you use your experience right way to go about it. Each That’s why we launched a Maybelline and intuition to come to a decision. medium plays a different segment, the range last year called Fit Me. We put role, for different product in the colour wheel and drove a lot of You mentioned testing of categories. belly of the Indian education online to help people find advertising. Tell me more… For makeup, yes, the the right shade. It did very well with At L’Oréal, testing of advertising is moment of truth, in a market is about respect to driving conversions to sale. a new thing. It’s not something we did, country like India, is the touch Our Make Up Genius app lets girls see say, five years ago. You’re putting lots and feel of it. For this segment, the ‘aspirant what a colour will look like on them of bucks behind advertising and media there’s still an ‘awareness job’ to (trying on makeup, virtually) and then so you need to know whether it’s doing be done. There needs to be more consumer’.” move to an e-com platform to buy. its job of persuasion or engagement. ‘mental reach’. But a more evolved Taking the in-store ‘beauty advisor What we are becoming better at is beauty consumer is happy to go online experience’ online is the way forward. the timing. From testing advertising and buy the product without needing after it’s already on air, it’s now more access to it first. media, can be a big disruptor. For this When it comes to cosmetics, what about pre-testing. So now we test ads Even within makeup, media choices range, in modern trade, we saw a big is your TG like? How do you slice before we invest in them. Testing is would depend on the kind of product. step-up in sales, even before we did the consumer pool and what’s done before we even shoot a film. For our L’Oréal Paris Gold collection, any advertising. This was by virtue of the sweet spot? we had digital influencers talk about showcasing the product in a sensorial, For the beauty segment, the belly When buying cosmetics, the what gold obsession means to them; beautiful manner. We were disruptive of the market in India is still about moment of truth arrives in-store, that content was right for that product. in a category that otherwise follows the ‘aspirant consumer’. She’s aspiring when a shopper decides which But when it comes to our regular matte television norms. for beauty and is tentatively entering brand to buy. What role then does lipsticks, it’s more about what we do the category, with just two to three the ad film play for this segment? at the point-of-sale. For something How much of your advertising products. How much importance must a like Baby Lips (lip balm) or Colossal spend is ear-marked for digital? We talk to the beauty enthusiast. cosmetics marketer ascribe to (kajal), mass advertising becomes On some of our brands, we’re She’s a college girl or a young working on-air advertising? important because people don’t need doubling our digital spend year-on- woman, who is interested in the As far as the deployment of to be educated about these products. year. For L’Oréal Paris makeup, our ad segment, has the spending power and creative content goes, the consumer They just need to be reminded again spend has moved completely to digital. isn’t thinking ‘TV, digital, print’. So and again. We also do some outdoor advertising continued on page 11>>

afaqs! Reporter, Aptil 16-30, 2 0 1 7 11 advertising LUFTHANSA Striking the Right Pitch The ad takes the ‘More Indian than you think’ idea, first introduced in 2014, forward. By Suraj Ramnath

emember the 2014 Lufthansa How does Sharma measure the international airline. “I am sure this ad where a grandpa isn’t too impact of her ad? After all, in this is a long term strategy,” he surmises, Rpleased to travel to the US category, it’s variables such as price adding, “The nimble and aggressive with his grandson “in a German and past experience with the airline strategies of brands like Etihad and airline”? After a gap of three years, that impact brand preference more are the touchstones against the brand has released a fresh than marketing efforts. Sharma’s which brands like Lufthansa have to rendition of the ‘More Indian than team works with GFK, a research measure up.” you think’ idea which was first rolled company, to track the effectiveness Ray recommends turning this out in 2014. of the brand’s ad campaigns. “seemingly uni-dimensional” The current campaign is on TV She quotes the Ad Tracking campaign into a 360 degree one. “It and the brand is also promoting Report (August 2016), as per which will get more and more important the campaign through theatre ads, more than 80 per cent of the target for agencies to have a constant digital, OOH and print medium. group with awareness of Lufthansa dialogue with various profiles of the The ad has been conceptualised by recognised the ‘Grandpa-Grandson’ Indian traveler. The pecking order MRM/McCann India and Kolle TV spot and were also familiar with “Our campaigns are of aspiration in the airline space has Rebbe Germany. The film has been the story line. They recalled it as changed dramatically. Asian and produced by CZAR Film GmbH and the ‘grandfather-grandson’ ad, ‘truly not targeted at people Middle-Eastern Airlines are the new directed by Martin Werner. Indian’ ad and ‘Indian meals’ ad. who are already flavour. European airlines have a lost The new Lufthansa commercial “We launched a China-specific a bit of sheen,” he says. exudes energy while weaving ad last year but India was the travelling with us. Roshni Dadabhoy, creative lead, together the power of humour and first country for which Lufthansa We are looking at DigitasLBi, Mumbai, a digital agency India’s passion for cricket. The launched a localised ad campaign from the house of Publicis, says, new customers.” “This is a great example of one brand The ad has been conceptualised by MRM/ SANGEETA SHARMA thought being executed in multiple ways. The Grandpa commercial was McCann India and Kolle Rebbe Germany. warm and slightly closer to home. storyline follows a coach, as he drives (‘More Indian than you think’, travellers’... It was a genuine attempt The coach commercial, looks at his team to do everything like the 2014). After that, we launched the that tried to make ‘sensitivity to Indians — their food, customs and Indians - train, meditate, eat and even China-specific ad last year. We then Indian tastes and sensibilities’ the entertainment — in a different light, dance like them. All this, in order to launched an ad for the US market,” anchor. The current communication but I personally think it’s humorous beat them in the game of Cricket. says Lufthansa’s Sharma. has the same message with a different and not condescending. The fact that The ad highlights Lufthansa’s own “Our campaigns are not targeted at execution idea.” they’ve used non-Indians to appeal Indianised offering for its customers. people who are already travelling with He elaborates, “The current to Indians is a clutter-breaking move. Sangeeta Sharma, senior manager, us. We are looking at new customers,” communication is a clever attempt Great execution of idea to brand marketing and product, Lufthansa she adds. To this end, the brand has to continue the ‘We understand the thought to film!” Group Airlines, tells afaqs! that mobilised various media platforms Indian mindset’ story with cricket She adds, “Films that strike a home the most challenging part of this including below-the-line. as the backdrop. The timing was run on digital usually tend to be campaign was raising the bar from relevant - the India Vs Australia series super sentimental or humorous. This last year and keeping the core of the AD REVIEW had just got underway then and the one checks the latter, and I think ad true to the ‘More Indian than you Arijit Ray, co-founder and IPL set to explode - there could not it will do its job well. I hope there think’ tagline. “We definitely wanted managing partner, Paperboat have been a better metaphor than is some surround activity on digital to do something where we could cut Brandworks, a Mumbai-based that of an International cricket team platforms to drive home this thought. across various demographics and age creative agency, says, “The needing to understand Indians deeper #MoreIndianThanYouThink is a groups... and cricket is a game that Grandfather Commercial reflected to beat them on their home turf.” great conversation starter and content Indians love like no other,” she says the growing importance of the global This, Ray reasons, mirrors the peg for the IPL.” n about the current ad. and international ‘individual Indian challenge that Lufthansa faces as an [email protected]

12 afaqs! Reporter, April 16-30, 2 0 1 7 advertising VICKS Terms of Endearment Created by Publicis Singapore, Vick’s new campaign has become quite popular. By Ashee Sharma

hen two of P&G’s flagship the film has had netizens abuzz. brands, especially start-ups with low brands, Ariel and Pampers While one may be tempted into lazily marketing budgets, associate with Ware doing their bit to speculating that LGBT-themed ads such causes for visibility. Winning contribute towards a better society, have the ‘viral DNA’, nothing beats awards could be another objective, how can Vicks — a brand that has good content, say experts... cynics believe. stood for family care in India for over For Saad Khan, vice president - Devendra Deshpande, head - 50 years, stay behind? strategic planning, FCB Ulka, it is a Content Plus, Mindshare, has an After speaking for women’s thought provoking piece of work, a insight in this regard. In the current equality in its award-winning story of love that breaks biases around scenario, he thinks, it is important ‘#ShareTheLoad’ campaign for transgenders. “What I like about it is for brands to define their purpose, Ariel and later through Pampers’ that, in a simple and endearing way, it especially when talking to millennials. ‘#ItTakes2’, this time, P&G has says so much more,” he says. “There are two ways in which a decided to champion the cause of Saurabh Uboweja, brand guru and brand can sell/relate to them. One India’s transgender community CEO, Brands of Desire, appreciates is to target them directly with hard and their right to family in a new Vicks for using its platform to make a “Even though sell, which may not influence the campaign, ‘#TouchOfCare’. strong statement. informed and argumentative youth, Created by Publicis Singapore, Nevertheless, expressing doubts it would defy and second is to identify what is the campaign portrays the real-life about the brand’s commitment, he conventional in their minds - a ‘tension point’ story of an orphan, Gayatri and her adds, “Even though it would defy or ‘hot conversation’ and marry it transgender mother Gauri Sawant, conventional marketing logic, Vicks marketing logic, to the brand philosophy. The latter who plays herself in the film. could have avoided forcing a connect Vicks could have is what brands seem to be doing. Gayatri narrates how as a loving and with their brand messaging “Touch of While globally, the LGBT movement responsible mother, Gauri wants Care”. It trivialises the intent. Brands avoided forcing a is about creating a market, because her to become a doctor, but she need to be remembered for telling connect with their the demographic there is sizeable. In India, it’s about creating a new P&G has championed the cause of transgender brand messaging perception,” he says. ‘Touch of Care’. It Although slightly critical of the community through ‘#TouchOfCare’ campaign trend, Uboweja has a similar opinion. wants to be a lawyer and fight the stories that caused a real change. Do trivialises the intent. ” “Unless it’s an integral part of the discrimination that was meted out to they really care for the cause or are SAURABH UBOWEJA brand’s core values, something that is her mother at every step. they simply marketing themselves on non-negotiable, it’s largely an attempt The campaign hinges on the the back of current hot themes?” to connect with the mindset that brand’s belief that today, family is not P&G’s response, however, youth brands such as Fastrack and would loosely associate with brands as tightly defined as it once was. With maintains that the objective of this MTV; also on this list are e-commerce that appear cool. Homosexuality is the changing face of life across India campaign is to give the timeless brands Myntra, UrbanClap, eBay and not a dining table discussion yet and and an increasing number of people idea of ‘Family Care’ a fresh and the likes of CloseUp, Red Label, in my best bet, people and brands are living away from their traditional contemporary meaning. Amul, and Tanishq. Their LGBT- simply watching from the stands and environments, the idea of family now themed campaigns were in most cases saying that they accept it because they goes beyond biological connections RIDING THE WAVE intended for the digital medium. want to look good.” or sharing a surname. Even when no campaign is singled Given that homosexuals are still He believes that mainstream An official response from P&G out, Uboweja’s reservations about a small number in India and with Hindi movies are guilty of trivialising says, “We want consumers to brand intent are not unfounded. Section 377 in force, people are the matter, but brands can take some recognise that everyone has a right to Recently, there has been a wave of only unlikely to reveal their sexual real action for their employees, family. Wherever there is care, that Indian ads advocating equal rights for orientation. So what’s making brands consumers and for the community bond is a family.” the LGBT community. go after them? Is there a business at large. n Since its launch on March 30, This includes not just niche or opportunity? It is often alleged that [email protected]

afaqs! Reporter, April 16-30, 2 0 1 7 13 digital TRUECALLER Outsmarting Spam Kari Krishnamurthy, vice president, brand and PR strategy, Truecaller, talks about Truecaller 8, the latest version of the app and the future. By Ashee Sharma

he call identification and spam detection app, Truecaller, Trecently announced its largest ever brand and product transformation — Truecaller 8. In addition to a new logo and brand philosophy, ‘Stay Ahead’, the redesigned app comes with an array of features including SMS and flash messaging. Among the bigger announcements at the company’s first annual ‘Stay Ahead’ event was (L to R): Abonty Banerjee, (ICICI Bank), Alan Mamedi, Nami Zarringhalam (Truecaller) and Justin Uberti (Google) at the launch the launch of ‘Truecaller Pay’, a UPI-based mobile payment service customers of the app gaining access launched in partnership with ICICI to UPI-based payments. Users of Bank, video calling assisted by the Truecaller app, including non- Google Duo and partnership with ICICI Bank customers, can link their Airtel to bring caller ID to non-data account (of any bank participating users through ‘Airtel Truecaller ID’. in UPI) to create a UPI ID and According to Kari Krishnamurthy, instantly make payments securely. VP, brand and PR strategy, Truecaller, The changing style of truecaller The integration of Google Duo, with the introduction of innovative a high-quality video calling service, features and products over the years, the emotions people attach to it.” will add to the value of Truecaller’s the company stands “at the cusp Through Truecaller 8, the brand dialer, caller ID, and spam blocking of becoming a large communication wants to come across as more app. The feature will be available in platform” today, and so the brand approachable and reach out to “We never had a prob- the coming months for Android and refresh is in order. people who are not yet on board. lem with growth. The iOS as a permission-based service “We have come a long way from The promise is to deliver a seamless where users will be able to opt in and being a basic utility app. It’s not communication experience. toughest part, today, is out at any time. just about features and products, One of the ways in which the to satisfy existing Further, TrueSDK, a tool which but emotions such as the delight new version can help in achieving consumers.” enables registered third party of recognising an opportunity - this is the ‘Airtel Truecaller ID’ apps to on board users with their something we underscored through which extends the caller ID feature KARI KRISHNAMURTHY Truecaller profile and verified phone our first television campaign - the of Truecaller to Airtel’s non-data number, will now become platform app evokes every time people use customers who use feature phones. in every home or the primary phone agnostic with its support for iOS it. Spam is a big concern in India It will be delivered to users via Flash of the family bread winner remains a and web platforms. Talking about and other emerging markets. People SMS before the call hits their mobile. feature phone.” his biggest challenge as Truecaller love outsmarting it. Customers have This subscription based service Further, ‘Truecaller Pay’ will ambitiously starts out on a new narrated many such instances to us will enable users to avoid spam allow millions of users in the country trajectory, Krishnamurthy notes, and we realise that we are more than calls without having to subscribe to to instantly create a UPI ID, and “There is no dearth of adoption for a caller ID brand,” he says. data services or buy a smartphone. send money to any UPI ID or a a brand such as ours. We have never With the introduction of Emphasising on the importance mobile number registered with the had a problem with growth. The Truecaller 8, the company is all toughest part, today, is to satisfy set to explore new territories now. Through Truecaller 8, the brand wants to existing consumers and we hope the Krishnamurthy, who is conscious uniqueness of Truecaller 8 will help of the fact that a brand cannot come across as more approachable. us in achieving this.” stand for multiple ideas, adds, “The of the feature phone market, BHIM app. It will also enable mobile Headquartered in Stockholm, evolution of Truecaller is not mere Krishnamurthy adds, “While recharge from within the Truecaller Sweden, Truecaller was founded in technological innovation. It is our smart phone adoption has been app. 2009 by Alan Mamedi and Nami understanding of the market. Our phenomenal in India, the adoption This partnership puts the Zarringhalam. Investors include one-line brief to the agency - BBH or sale of feature phones, though Truecaller-ICICI Bank platform Sequoia Capital, Atomico and Stockholm - was that we want to be stagnant, has not dropped. In tier 2 among India’s largest mobile Kleiner Perkins Caufield Byers. n seen as a united brand, reflective of towns, even today, the second phone payment platforms with 150 million [email protected]

14 afaqs! Reporter, April 16-30, 2 0 1 7 interview

NADIA CHAUHAN Going to market, the Nadia Chauhan way... hat Nadia Chauhan doesn’t believe healthy, fruit-based options, is gravitating in conventional consumer research is away from ‘synthetic drinks’. Why not Tknown. But sample this anecdote: The just say you’re targetting the cola drinker idea to mix fizz with Frooti was born when instead of using a euphemism? she caught her kids adding soda to Frooti and That’s because it’s not just about the colas. It’s enjoying their little blend. about the overall synthetic carbonated soft drinks “It was, in a way, an obvious choice. Sometimes, category that includes colas, lemon and orange- you tend to overlook the obvious. We looked at based drinks... all the Mountain Dews, Mirindas, all kinds of more sophisticated fruits. Then one Sprites... they’re all synthetic. Synthetics include day while playing in the lab the kids made this multiple flavours. Cola is a flavour, not a category. drink... that got me thinking...” smiles the joint managing director and chief marketing officer The price of Frooti Fizz is the same as that of Parle Agro, while discussing the genesis of of Frooti – why so? her new sparkling mango juice Frooti Fizz. The Today, unfortunately, if a product has a little product expands her company’s fizz portfolio, ‘good-for-you’ in it, it’s priced at a premium. that was born with Appy Fizz in 2005. Today, a product that has no sugar becomes “When it comes to product development, we niche, in India. For a product as light as say, a don’t have the kind of hierarchies that a lot of Gatorade, people have a sense of, ‘What am I other companies have. It’s a small, integrated “When it comes to paying 100 bucks for? It’s water... it’s electral’. group of people and decisions are taken very fast. product development, we In our category, value for money is based on two We can go from concept to market in 40 days,” things – thickness and sweetness. says Chauhan. don’t have the kind of We want people to graduate from synthetic She reflects, “When I joined (2003) we were products to something with fruit, less sugar, a `300 crore business. I dealt with a marketing hierarchies that a lot of less gas in it, without penalising them for it by budget of `3.5-4 crore. Today the business is other companies have.” charging a premium. In the past as well, we didn’t over `3,000 crore and we have a marketing price our baked snacks at a premium; it was priced budget of `200 crore. We went from being a NADIA CHAUHAN at par with the fried potato snacks out there. small-sized business, that was fairly conservative as a system, to a mid-sized business.” fragmented. There are over three million outlets Right. But when Appy Fizz was launched, What next? “Our ambition,” Chauhan that sell beverages. A powerful sales system can it was priced at a premium... answers, “is to stay in this slot for the least get you returns that are way, way bigger than Yes, Appy Fizz was priced at a premium but amount of time. If you stay in the mid position what the most powerful ad campaign can. only in the beginning. The cost was about 15-20 for too long, you’ll be here forever. So we want S&D (sales and distribution) is the largest per cent higher than that of colas and other drinks to kick out of this slot very fast... we’re looking asset of an FMCG company. In the last few years in the market. It was also stocked at a very niche to get to `5,000 crore by 2018, `10,000 by 2022, we’ve doubled our turnover... it’s not because set of outlets. But over time we brought the price and `25,000 crore by 2030.” we’ve launched many new products; it’s because down and made it more widely available. Moreover, with Frooti Fizz, she hopes to take of our investment in S&D. We’ll push Frooti her fruit juice-based fizz portfolio to `4,000 crore Fizz in retail outlets that stock the 500-600 ml Lastly, I have to ask... You’ve got Sagmeister by 2022. Frooti Fizz is available at three price share-pack, that typically goes to colleges. & Walsh on retainer. Why is an Indian points: `15 (250 ml PET bottle), `30 (500 ml company not working with an Indian team? PET bottle) and `25 (250 ml can). A multimedia How will you allocate your `100 crore When we were up for pitch (2015), every single ad campaign (#FrootiGoFizzy) is currently on air. marketing budget for Frooti Fizz across agency in India that didn’t handle a competing At present, 90 per cent of the fruit-flavored media platforms? brand pitched for our business. I still have the still drinks (FFSD) category is dominated by This time around, a large part of the spend work with me. I’ve kept it to answer questions one flavour — mango. In the fruit-based drinks will go to IPL – we are associate (on-air) like these. segment Frooti has a market share of 85 per cent sponsor. It will get us scale, impact and visibility. Today, most agencies in India think campaigns (Tetra Pak category) and 33 per cent (PET bottle We’re making large statements through our Bigg are about making TVCs. Even when they come category), according to the company. Last year, Boss and IPL sponsorships. for pitches, they come with a laundry list of TVC Frooti grew by 13 per cent, while Appy Fizz It’s one thing to keep on saying ‘We’ve grown ideas and lengthy strategy presentations. Agencies grew by 27 per cent. 800 per cent over the last decade’ but it’s another today have become too formatted. The approach to actually go out there and make these big, bold is so standard. I have not been able to find anyone Edited Excerpts... moves to show the size we’ve achieved. who can break the convention. Before you went to market with this new We’re also making a very conscious effort Our company has ambitious goals. We needed product, what was the biggest concern? to build our brands with the power of design to work with someone who was as bold as us. The fact that we were associating the Frooti and visual language. Design sensibilities play a We couldn’t find anybody. We found enough name with it. I mean, we could have called big role in our TVCs and in our outdoor ads. ‘client-pleasers’, enough people willing to do it Mango Fizz but we decided to go with the Outdoor is a medium we have been investing anything to make a pitch happen... but not willing Frooti brand name. So the worry was – the heavily in since we started working with to go that extra mile. Also, most agencies in India fact that it holds the name Frooti means it Sagmeister & Walsh. In conventional advertising have a very ‘protective’ system. They don’t like absolutely has to be a success. And we armed the visual aspect just gets lost, somewhere. collaborating with too much talent. It’s all about ourselves accordingly. Beyond the marketing side ‘It’s my idea’. But I would want millions of brand of things, it’s really a distribution and sales game, The target consumer for Frooti Fizz is the custodians. n especially in a country like India where retail is so young adult who, in a move to find more [email protected]

afaqs! Reporter, April 16-30, 2 0 1 7 15 advertising MOTO Bringing out the Best Moto India’s online, crowdsourced campaign video features five celebrities, including Pooja Bhatt and Atul Kasbekar. By Sunit Roy

n a quest to recreate the iconic ‘Hello combination of most number of votes Moto’ track, Moto India created one and the quality of their entries. Iof the biggest online crowdsourced The video depicts various aspects campaigns, Moto Spotlight 2.0, where of the campaign as it focuses on the it collaborated with the best names styling of the phone with colourful from four different categories — illustrations and a vibrant, jazzy song Art, Music, Film and Photography. in the background. It demonstrates The four industry mavens — actor, the mentors engaging with the producer and director Pooja Bhatt, ace winners and showing them how to lens man Atul Kasbekar, DJ Nucleya use the Moto Mod best suited for and designer duo Falguni & Shane them. Kasbekar guides the mentees & Motorola Mobility, the Moto Peacock are used as anecdotes to Peacock — mentored three winners on how to use the Hasselblad Mod to Spotlight campaign was a quest to promote Motorola phones’ camera in each category and created an capture the best moments. Nucleya, bring together great music, the best functions (both video and still), audio Indian version of ‘Hello Moto’ with along with the three winners from the of talent and product experience to quality / speakers, stylish looks and a blend of electric colours and funky music category, has created the high consumers across the nation. “We fashionable bright neon colours. Indian beats. decibel track for this video. hope to continue this amazing journey Says Gaurav Sharma, creative Interested artistes registered on In 2015, Moto Spotlight 1.0 covered and plan to take the initiative to a next director at Fountainhead MKTG, the Moto Spotlight 2.0 website and more than 18,000 miles and reached level,” she says. says, “We created a music video that submitted their application along out to over 100,000 consumers across Through the #HelloMoto featured the right mix of energy and with a link to their work/profile by 11 cities in two months. initiative, Motorola has highlighted youthfulness and had an authentic February 2017. The top three in each According to Rachna Lather, key features of its products. Bhatt, Indian vibe!” n category were selected based on a marketing head, Lenovo MBG Kasbekar, Nucleya, and Falguni & [email protected]

<< continued from page 11 the brand. On such occasions women go out and effectiveness, returns and impact of these efforts. spend on themselves, something that’s traditionally So, while we are ahead of the curve in terms of our seen as indulgence. The office going consumer investments, we can’t attribute anything directly to “Agencies are... or college-goer with a lot of pocket money, who it. Also, you don’t control 70 per cent of what’s said consumes a lot of digital content, is still a small about your brand anymore. the exposure, and is keen to consume YouTube percentage. videos on makeup and go to a store and try out a lot What do your agency partners of things. She’ll try 10 things and may be buy one As a cosmetics marketer, struggle with today? product. Or she may buy more than she uses. But what consumer and I think they struggle with she knows a lot; she’s the consumer who goes to the market realities do you “You being disruptive often enough. store and says ‘V-face contouring chahiye’. The job grapple with while They tend to conform to to be done here is expanding her basket. strategising? don’t control what has been done before, Then there’s the beauty junkie. She’s a makeup Today, the consumer’s especially in the case of aficionado, knows a lot about brands, follows first response is to brands that have a lot beauty bloggers and Vloggers, doesn’t need to see question and second 70 per cent of of legacy. Part of the and feel the product before buying and is willing to guess. She’s no longer problem is us too. Few experiment with her look. in a place where she’s what’s said about clients are willing to take In India, the entry level consumer is the in awe of a product or risks. Over the past nine 15-18-year-old who gets the ‘licence’ to wear a celebrity. She has so your brand years, agencies have come makeup when she enters college with something many everyday influencers some way in being able to like a lip balm and kajal; that’s how they enter the – online, in her own circles, push, ask the right questions category. Then she upgrades to her first lipstick and among her friends or friends anymore” and challenge the client in terms a compact. As a company, we’re clear about wanting of friends As a brand, finding of clarity on creative briefs. to catch them young. In developed countries, girls your role amidst all this is a challenge. The second problem is territorialism wear make up at 10-11-12 years. Today, it can’t just be about getting the TVC among the agencies on a brand. Agencies work right or getting one digital campaign right. in silos. There’s a digital agency, a media agency and There’s so much literature today on the Then there’s ROI. It’s something that has a creative agency and they are all territorial about tier I vs tier II consumer. Do you slice your always troubled marketers and in these inflationary, ‘It’s my idea’, ‘They took my idea’, ‘Whose idea, is makeup buyer geographically? competitive times, it is a question that comes back it?’ versus saying ‘What’s the job to be done on the Geographically, the propensity to invest in to you. There’s much more to spread it (marketing brand?’ They’re still a little grudging. The digital makeup and grooming is much higher in the North budget) on today. Life was simpler earlier. agency may have an idea but the creative agency and the East. Categories like makeup are linked Measurement is another question. Almost might not want to execute it... they’ll have their with occasions, so Karva Chauth in the North and everything we do online is precision targetting, own idea. That part is a bit of a struggle. n Pujo in the East are huge opportunities to build but things are still not as clear with respect to the [email protected]

16 afaqs! Reporter, April 16-30, 2 0 1 7 advertising GOAFEST 2017 DAY 1 Awarding the Best In the Media Abby category, Mindshare won 2 Golds. In the Publishers Abby category, Jagran Prakashan and Bhaskar Group won 2 Golds each. By Suraj Ramnath

n this year’s Media Abby winners, Mindshare won two Gold Abbies. Team IFirst, in the Best use of Branded Mindshare Content (includes online and offline collect their media) category for Dove (Dove Gold from reframes the beauty debate in India), Vikram and for Star Plus (Nayi Soch) in the Sakhuja and Best use of an Integrated Campaign Anupriya category. Acharya Lodestar UM, Milestone Brandcom, Maxus, The Social Street, MediaCom Communications, , ibs and Dentsu Webchutney won a Gold each. Lodestar UM won a Gold Abby in the Best use of Outdoor category for Doorstep School (The world’s first streets named after street kids). Milestone Brandcom won a Gold in Best use of Experiential for work including large events for Dabur (Dabur Lajja Kavach). Maxus won a This year 94 media agencies participated in the Abbies and Team members the total number of Jagran Prakashan of entries received celebrate after winning were 1128 which a Gold award were judged by 112 jury members. Gold in Best use of Radio for Sonata ACT (When courage prevailed from 8PM to 8 AM). The Social Street won a Gold in Best use of Sponsorship Members of the Dainik Bhaskar Group for Good Day (Stars in their Eyes). This year 94 media agencies printed newspaper / edition category. celebrate after winning a Gold award MediaCom Communications won a participated in the Abbies and the The second Gold was for the same Gold in Best use of Branded Content total number of entries received were campaign in the Best use of mobile / Mathrubhumi Yatra’s campaign, (includes online and offline media) 1128 which were judged by 112 jury digital by a newspaper category. ‘Yatra TVC’ in the Best marketing for Ariel (Ariel Dads Share the Load - members. For Jagran Prakashan, the first of of a printed magazine category. Men for laundry!). In all, 53 Media Abby Awards its Golds came for Dainik Jagran’s Chitralekha Group won a Gold award Shemaroo Entertainment won a were awarded this year. Of these, 10 campaign, ‘A newspaper galvanizes for its ‘POLLUTION CHOKES!!!’ Gold Abby in the Digital Media - are Gold, 26 are Silver, and 17 are communities to revive 4000+ lakes’ campaign in the category of The most Social Media category for Shemaroo Bronze. in the Best promotion of a CSR / creative cover design for a printed Ent. (FilmiGaane Antakshari). ibs too In the Publishers Abby, Dainik Cause Related Marketing initiative in magazine and R K Swamy BBDO won a Gold in the Digital Media Bhasker Group and Jagran Prakashan traditional or online space category. won a Gold award for HT Media’s - Social Media category for Bajaj won 2 Golds each. Mathrubhumi The second Gold was for Dainik campaign, ‘HT Kala Ghoda Arts Electricals Limited (Superfans - using Printing & Publishing, Chitralekha Jagran’s campaign, ‘Crowdsourcing Festival’ in the Best Publishing Brand social to drive loyalty) and Dentsu Group and R K Swamy BBDO won Imagination to Create the newspaper Activation category. Webchutney won a Gold in Best use a Gold each. of the Future by the Future’ in Best In total, 21 Publishers Abby of Digital Media - Digital Display For Dainik Bhaskar Group, the brand innovation in newspapers Awards were awarded this year. Of Advertising for Jaslok Hospital and first of its Golds came for its campaign printed or online category. these, seven are Gold, eight are Silver, Research Centre (The Dyslexic Dainik Bhaskar, Zidd Karo Duniya Mathrubhumi Printing & and 6 are Bronze. n Captcha). Badlo in the Best marketing of a Publishing, won a Gold award for [email protected]

afaqs! Reporter, April 16-30, 2 0 1 7 17 advertising GOAFEST 2017 - DAY 2 The Golden Moments Taproot Dentsu wins six Golds for ‘Odds by Adidas’ campaign. The agency went on to win the Abbies under the Radio Single, Radio Craft, Brand Activation and Direct categories. By Suraj Ramnath

The happy faces at Taproot Dentsu after the Gold

t the Goafest 2017, Taproot Content category, under sub- Dentsu won six Golds for category, Best use or integration of Athe Odds by Adidas campaign music Including music in original under four different categories. branded content, brand integration The first category was Radio Single into music distribution or promotion, under the sub-category of Clothing, the creation of a music-based program Innerwear, Footwear and Accessories. or platform and the second Gold was The second Gold came in the Radio for the Illustrated Children’s Books Craft category under sub-category, campaign under sub-category, Best Writing. The third Gold came in use or integration of offline media the Brand Activation category such as print, out of home, etc. under sub-category, Programmes won a Gold for P.O.W - that use multiple media platforms Bandi Yuddh ke - Rab Di Baatein in JWT India’ team members celebrate post winning a Gold award in one promotional campaign and the Broadcaster category, under sub- the next three Golds came in the Godrej Appliances’ Unhungry India the Branded Content category, under category, Best original music score Direct category under three different under two different sub-categories, Use of Live Shows/Concerts/Festivals for a TV Program. Colors OAP won sub-categories - Direct Response the first one being Household and for Good Day (Stars in their Eyes a Gold for Shakti, Sonu Nigam Song Print, Direct Response (TV, Radio Business Appliances and the second campaign) and the second Gold award Shakti campaign in the Broadcaster & infomercial) and Direct Campaign one, Integrated Campaign led by was in the same category, under sub- category, under sub-category, Best using Any 2 forms. PR. The third Gold came for Om category, Use of Customer in-Store original music score for a TV Program. JWT India went on to win three Creations Trust’s Down’s Syndrome Experience for Health Assure (Spot of Urban Ladder won a Gold for Golds in three different categories. art winning hearts under the sub- Sun campaign). the Mattress Tester campaign in the The first of its Golds came in the category Public Service, Appeals and Maxus won two Golds for Sonata’s Public Relations category, under sub- Radio Single category, under sub- Charity. When Women’s Courage prevailed category, Corporate. Setu Advertising category, Household and Business Dentsu Webchutney won 3 from 8PM to 8AM campaign in the won a Gold for PMC Care’s Ganesh Appliances for GOLDILOCKS. The Golds out of which two were for Branded Content category, under Immersion Booths campaign, in the second Gold came in the Branded The Dyslexic Captcha campaign for two different sub-categories, the Public Relations category, under sub- Content category, under sub-category, Jaslok Hospital and Research Centre first one being Best non-fiction category, Events & Experiential PR. Best fictional program, series or film in the Public Relations category, program, series or film where a client Isobar India went on to win a Gold for where a client has successfully created under sub-category, Corporate and has successfully created a reality, Reebok India’s Fit To Fight campaign a drama, comedy or mini-series Direct category, under sub-category, documentary or entertainment show in the Public Relations category, under around a product or brand including Direct Response Digital. The third around a product(s) or brand(s) sub-category, Celebrity Endorsement. TV, mini-series, web series, cinema, Gold came in the Branded Content including TV, mini-series, web Mindshare won a Gold for DVD releases and online/digital for category, under sub-category, Best series, cinema, DVD releases and Dove (Dove - Reframing the Pepsi (Pepsi Mini-Series campaign) use or integration of experiential online/digital and the second sub- beauty debate in India campaign) and the third Gold came in the events, Creative positioning of a category being Best use or integration in the Branded Content category, Direct category, under sub-category, brand using events, festivals, flash of experiential events, Creative under sub-category, Best use or Direct Response Mobile Marketing mobs, installations, etc. for Gatorade positioning of a brand using events, integration of music Including music for Indian Red Cross Society (Blood — Sweat It To Get It campaign. festivals, flash mobs, installations, etc. in original branded content, brand Banking campaign). The Social Street, Maxus and Famous Innovations won two integration into music distribution or AdFactors PR went on to win three Famous Innovations went on to Golds for Nestle + Nanhi Kalhi. promotion, the creation of a music- Golds under the Public Relations win two Golds each. The first Gold The first Gold was for the School based program or platform. n category. Two of its Golds came for award for The Social Street was in Chali Main campaign in the Branded [email protected]

18 afaqs! Reporter, April 16-30, 2 0 1 7 advertising

GOAFEST 2017 - DAY 3 The Final Countdown

Open Strategy & Design Printing & Publishing, Medulla wins 4 Golds on day 3. Communications, Mindshare, R K Swamy BBDO & HT Media, Setu In the three days of the Advertising and Urban Ladder won festival, Taproot Dentsu a Gold each. From a number-of-metals won nine Golds — the standpoint, in the Creative Abby Tally most in 2017. List, the top three organisations of 2017 are: Taproot Dentsu (41), The By Suraj Ramnath Social Street (40) and JWT India (36). Taproot Dentsu’s 41 metals n April 8, the last lot of include 9 Gold, 20 Silver and 12 Creative Abby Awards was Bronze Awards. announced. But first, a The Social Street’s 40 metals O Members of Open Strategy & Design celebrate after winning a Gold award quick look at the overall Creative include 4 Gold, 9 Silver and 27 Abby Metal Score. Bronze Awards. Quick Round Up: In all, 421 JWT India’s 36 metals include 6 metals were given away this year. Gold, 14 Silver and 16 Bronze. These include 57 Gold awards, 158 Now, a look at the agencies that Silver awards and 206 Bronze awards. won Gold awards on April 8, the The categories in which maximum third and last day of Goafest 2017. Golds were given: Design (6) and On day three, 20 Gold awards, Public Relations (4). 3 Gold Abbies 61 Silver Awards and 108 Bronze were given away in the Film Craft awards were given away. categories followed by the Mobile Day Three Gold Winners include Abby, Ambient and Integrated the following organisations: Taproot categories with 2 Golds each. One Dentsu, JWT India, Early Man Film, Gold award each was given away in Absolute Productions, Breathless the Film Single, Young Abby and Team members of Taproot Dentsu celebrate yet another Gold Films, Open Strategy & Design, Gender Sensitive categories. are: Taproot Dentsu (9 Golds), JWT Jagran Prakashan, Maxus and Viral Pandya, Famous Innovations, Overall, maximum number of India (6 Golds) and Open Strategy & Viral Pandya won 2 Golds each. Kinetic India, Star India, Medulla metals were given away in the Out Design (4 Golds). Absolute Productions Breathless Communications and The Social of Home category (60), followed by AdFactors PR, Dentsu Films, Chitralekha Group, Colors Street. Design (46) and Print Single (42). Webchutney, Famous Innovations OAP, Early Man Film, FCB There was no Grand Prix award In the Creative Abby Tally List, and Star India won 3 Golds Interface (Mumbai), Isobar India, winner this year. n the top three organisations of 2017 each. Dainik Bhaskar Group, Kinetic India, Mathrubhumi [email protected]

ACHARYA BALAKRISHNA Expert Opinion At Goafest 2017 the CEO of Patanjali Ayurved did not hold back as he addressed ad-land. By Suraj Ramnath

he auditorium was packed at the Grand around 50 tons of Aloe-Vera juice in India. Hyatt, Goa, as people eagerly waited to There were companies which sold the juice for Tattend the session of Acharya Balakrishna, more than `1000 and now are selling for `300 chief executive officer of Patanjali Ayurved. because of Patanjali’s pricing.” Balakrishna: in conversation During the session, Balakrishna spoke about He also took a dig at other advertisers while the marketing done by Patanjali and other brands. talking about Patanjali Dant Kanti. He said, and whether you will be fine if this ad could He said, “When we started our marketing with “We sell Dant Kanti to strengthen your teeth be executed in reality keeping them in mind. If putting up ads of several products in print media, and gums. Should a toothpaste do anything you advertise the right way, the product will do experts said we are wrong. We never looked at or more than that? Aaj kal kay tooth paste ad equally well in the market.” thought of how to increase our market share. toh ladkiyon ko patane me madat karte hain. Acharya concluded the session by saying, “We Rather we thought of helping the farmers and (Today’s toothpaste ads help guys get closer to are not competing against anyone. Let people citizens of India.” girls).” choose what they want. Some would come to us Speaking about Patanjali’s Aloe-Vera juice, He added, “While making such ads, think and some would go to them.” n Balakrishna said, “On a daily basis, we sell about your mothers and daughters at home [email protected]

afaqs! Reporter, April 16-30, 2 0 1 7 19 campaigntrail New campaigns across television, print, out-of-home and digital media. VIDEOS

PARLE PRODUCTS THOMAS COOK INDIA AMAZON INDIA Titled, ‘Parle – Naam Toh Suna Hi Hoga’, the campaign Thomas Cook India has launched a new campaign — ‘Turn Amazon’s new campaign, ‘India ke Sapno ki Apni Dukaan’ features a series of hilarious ads that aim at making the what you know around’ — that advocates travelling as a way revolves around the thought that Indians dream big and brand name synonymous with its range of products. The of breaking cultural barriers. Focusing on the North East of work hard to turn these dreams into reality. At times objective of the campaign is to tell consumers how Parle India, the films feature young people from the region, and however, they are restrained by access, and this is Products are an inextricable part of their daily lives. challenge ethnic stereotyping. where Amazon can help them. Creative Agency: Taproot Dentsu Creative Agency: L&K Saatchi & Saatchi Creative Agency: Ogilvy & Mather

PASS PASS PULSE SIYARAM’S HAIER Pulse Candy’s first TV commercial shows how a gang of The brand’s ‘The New Face of Linen’ campaign showcases Haier’s new campaign is the story is of a royal family boys pranks a sleeping friend by raising a false fire alarm. its range of linen fabrics in various designs and colours. in which every member has different demands when it The house must be vacated, but before running to save It targets the fashion oriented consumer. The ads comes to the cooling. Actor Jugal Hansraj, who plays his life, the panic-stricken guy reaches out for his stash of portray the product’s proposition of balanced style and the role of a progressive prince, solves the problem by Pulse candy hidden in absurd places. sensibilities. bringing the new Haier AC. Creative Agency: J. Walter Thompson Company Creative Agency: Makani Creatives

PRINT PATANJALI VICCO AMUL POWERVITA Being a modern Amul Ice Cream’s Patanjali’s print woman means print ad instructs ad for its health you make your consumers to drink, PowerVita, own choices; I check the pack cautions consumers choose beautiful for the word ‘Ice against ‘falling and healthy skin, Cream’ before prey to misleading says the new ad buying. It goes advertisements by for Vicco Turmeric on to claim that MNCs’ and urges cream. ‘Beautiful Frozen Dessert, them to adopt by Choice’, is the apparently PowerVita for a tagline. marketed / sharp mind and manufactured by other companies, contains edible vegetable healthy body. oil and is not Ice Cream. The ad is an extension of the TVC for which Hindustan Unilever (HUL), which markets frozen desserts under the Kwality Walls brand, has initiated a legal battle against GCMMF.

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20 afaqs! Reporter, April 16-30, 2 0 1 7 jobswitch

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afaqs! Reporter, April 16-30, 2 0 1 7 21 people

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

Hakuhodo Percept of experience in marketing, advertising as well as Panasonic Hakuhodo Percept has strengthened its planning setting up new global enterprises. Panasonic Corporation announced appoint- team by appointing Samir Datar as senior vice- ments and changes in its senior management president, planning. Datar moves from GREY, Resources Go Beyond team, including two strategic management Delhi. He will continue to be based out of Delhi Farhad Katgara has quit GroupM Dialogue Factory promotions from India. Daizo Ito, who is and will also be involved in strategic efforts in as business group head and joined Resources Go currently the chairman, Panasonic India, and account management on some of the key busi- Beyond as vice president. Katgara has been part of regional head for the India, South Asia, Middle nesses including Maruti Suzuki. the advertising and marketing community for over East and Africa (ISAMEA) for Panasonic 16 years. He started his career as assistant manager Corporation, has been appointed as the senior Rediffusion Y&R (production) with Resources & Beyond, a support vice president, Eco Solutions Company (in Rediffusion Y&R has appointed Siddhant Lahiri agency for Lintas, McCann Erickson, Tata Nova, charge of global marketing). Manish Sharma, as head - strategic planning, Mumbai. Lahiri will Seventy and many more in 2000. president and chief executive officer, Panasonic be based in Mumbai and report to chief strategy India and South Asia, and executive officer, officer - Navonil Chatterjee. Having spent almost Lowe Panasonic Corporation, has been entrusted half a decade in JWT and working across their Vipul Salvi, national executive creative director at with the role of vice president - appliances Mumbai and Delhi offices, Lahiri comes with OgilvyOne Worldwide, has decided to move on company of Panasonic Corporation. abundant expertise in both major global brands as from Ogilvy to Lowe Lintas as national creative well as small-and-medium sized entrepreneurs. head - new media, a role that has been created for L’Oréal India him. Salvi joined Ogilvy India in 2010 as creative In a recent announcement, L’Oréal India has Hakuhodo Percept head of its urban experiential, shopper and trade appointed Aseem Kaushik as director, consum- Hakuhodo Percept has appointed Sharad Mathur marketing practices arm, OgilvyAction, which was er products division (CPD). Kaushik will now as senior vice president, client servicing. He moves later rebranded as Geometry Global. be in charge of CPD brands - L’Oréal Paris, from FCB Ulka. Based in Delhi, Mathur will be Garnier, Maybelline New York and NYX. leading the Maruti Suzuki relationship. Having Publicis Worldwide The brand has also elevated DP Sharma as started his career with Mudra Communications, Publicis Worldwide has announced an overhaul general manager, professional products divi- he also worked with Infosys and FCB Ulka. of their structure and leadership. Srija Chatterjee sion (PPD). (managing director) and Sudeep Gohil, (chief Percept/H strategy officer and managing partner) will join Smartron Percept/H has appointed Arun Viswanath as exec- forces with Bobby Pawar, (chief creative officer Smartron, a global technology OEM company utive creative director. His core responsibilities and managing director). They will run all the and premier IoT brand, appointed Amit Boni will include leading the agency’s key accounts and Publicis Worldwide operations in India, includ- as the vice president, sales and marketing. In adding new businesses to its portfolio. Viswanath’s ing Marcel, and report to Saurabh Varma, CEO, this new role, Boni will be responsible for mandate is to up the ante in Pune, a key market for Publicis Communications, India. Nakul Chopra, overall brand building and heading the sales & Percept One, with clients such as Force Motors CEO, Publicis South Asia, will now be the Senior marketing functions for Smartron. and Panchshil Realty, and then across Percept One Advisor at Publicis Communications India. including FedEx and MasterCard. Google BBH India Punitha Arumugam has decided to move on HS Ad India BBH India has appointed Piyush Aggarwal as lead from Google where she was APAC head of In a recent development, HS Ad has hired Ambar digital strategy. He will be reporting to Sanjay agency business, and was handling advertiser Sharan Lal as general manager. HS Ad India is the Sharma, managing partner and head of strategy, relations of the region. Indian arm of the GIIR Communications, Korea, BBH India. In this role, Aggarwal will be respon- offering integrated communication solutions with sible for integrating data-driven, innovative and August Communications. He will be based out over 115 employees in its New Delhi office. Lal proprietary digital solutions across a spectrum of of Delhi. joins as GM - client servicing to manage the BBH India’s clients. increasing businesses at HS Ad. Quantum Consumer Solutions August Communications Pooja Rawat, vice president, Lowe Lintas, has quit Rediffusion Y&R August Communications has appointed the agency to join Quantum Consumer Solutions, Sita Narayanswamy has joined Rediffusion Y&R Suman Roy as chief executive officer and part- a design firm, as vice president. Confirming the as head of operations, Mumbai. She has replaced ner. He was previously the business director at news to afaqs! she said, “I have quit advertising...” Uttio Majumdar who is moving to a career in Brand Bazooka Advertising. Roy will be working Rawat joined Lowe Lintas in 2011, and was associ- marketing. Narayanswamy has over two decades closely with Manish Bhatt, founder-director of ated with the company for six years. MEDIA Carat Lalchandani as vice-president of its media buy- call it a day at the organisation. Subramaniam Carat India, the media agency from Dentsu Aegis ing operations. Lalchandani moves from Carat will be replaced by Abhishek Maheshwari, who Network, has made two key appointments with Media Services, a media agency from the house is currently serving as the vice president & a focus to grow talent within the system. While of Denstu Aegis Group and will steer media head of the Consumer Products, Interactive Mayank Bhatnagar has joined the agency as sen- buying operations for all offline media, & Corporate Strategy for Disney India. ior vice president and will lead the Mondelez namely television, print, radio and cinema across His responsibility would be to lead new business in India, Vinita Pachisia has been roped the Starcom offices of Mumbai, Delhi and strategic initiatives and transform the Media in as vice president, buying for Mondelez. Bengaluru. Networks business into the new digital world. The media conglomerate also elevated Sanjeet Starcom India Disney Mehta as Head of Disney Consumer Products Starcom India, a media agency from the stable Vijay Subramaniam, vice president - content & (DCP). He will now take care of the licensing of Publicis Media India, has appointed Navin communication, Disney India has decided to and retail businesses.

22 afaqs! Reporter, April 16-30, 2 0 1 7