TRYING the NEW Partnership with Hungama
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November 16-30, 2016 Volume 5, Issue 11 `100 10 JOY Breaking the Stereotype Bringing on board an INTERVIEW overweight ambassador. SUMEET NARANG 16 Vice President Marketing (Motorcycles), Bajaj Auto 20 MANYAVAR Theatre Ads to TVCs A quick look at the brand’s journey. TATA SKY 12 On a Musical Note Tata Sky Music+ launched in TRYING THE NEW partnership with Hungama. In the backdrop of the success of Bajaj Auto’s new GUEST ARTICLE launch, ‘V’, Sumeet Narang explains how marketing of Very Popular 8 two-wheelers has changed. CAMPAIGN TRAIL Ads of the Fortnight 26 MOVEMENTS Who’s Where 34 Cover Story Powered By: editorial This fortnight... Volume 5, Issue 11 ne of the very first brand marketing stories I wrote for afaqs! Reporter, was a EDITOR Sreekant Khandekar O piece titled ‘Pulsar and Discover sans Bajaj’; the year was 2010, and it was PUBLISHER November 16-30, 2016 Volume 5, Issue 11 `100 during my first month on the job. At the time, I spoke to Milind Bade, then marketing Prasanna Singh 10 head, Bajaj Auto – who has since moved up the ranks and is currently a senior hand EXECUTIVE EDITOR at the company in the international marketing and business planning department Ashwini Gangal JOY Breaking the Stereotype ASSOCIATE EDITOR Bringing on board an – about the importance of strengthening individual sub brands in the two wheeler INTERVIEW overweight ambassador. SUMEET Sunit Roy NARANG 16 segment. “We’re going the FMCG way by doing this,” he said to me at the time. Vice President Marketing (Motorcycles), PRODUCTION EXECUTIVE Bajaj Auto Andrias Kisku 20 MANYAVAR Theatre Ads to TVCs For this issue of our magazine, all these years later, we spoke to Sumeet Narang, A quick look at the brand’s ADVERTISING ENQUIRIES journey. vice president, marketing (motorcycles), Bajaj Auto, about the expansion from two Shubham Garg powerhouse sub brands to now six, one of which is the recently launched ‘V’, a single 81301 66777 (M) letter brand, laden with tangible, dramatic nationalism – parts of a molten warship. Apoorv Kulshrestha TATA SKY 12 On a Musical Note 9873824700 (M) Tata Sky Music+ launched in TRYING THE NEW partnership with Hungama. It was the buzz around this variant that sparked the idea that led to this cover story. Noida In the backdrop of the success of Bajaj Auto’s new GUEST ARTICLE launch, ‘V’, Sumeet Narang explains how marketing of Very Popular 8 two-wheelers has changed. CAMPAIGN TRAIL Nikhil Jhunjhunwala Ads of the Fortnight 26 MOVEMENTS 9833371393 (M) Who’s Where 34 Among other things, Sumeet spoke to us about the marketing challenges in the Cover Story Powered By: Mumbai two wheeler segment (“…one of the biggest challenges is that you are not just selling [email protected] a brand, but are also selling a product; nobody is going to buy a new two wheeler MARKETING OFFICE because of some fancy advertising…”), a category known for its notoriously high B&B Genesis, A 12/13, Ground Floor, Sector - 16 product mortality rates. As a marketing executive of a rival brand said to me in a Noida - 201301 2013 interview, “When something like a motorcycle goes wrong you can’t fix it. You MUMBAI 302, Makani Center, 3rd Floor, ditch it.” Off Linking Road, Bandra (W), Mumbai - 400050 Speaking of rival brands, a recent digital ad film for Bajaj Avenger, that pays a SUBSCRIPTION ENQUIRIES tribute to Royal Enfield, gathered a fair share of buzz, as netizens oscillated between Akhilesh Singh calling it magnanimous and cheeky. [email protected] Owned by Banyan Netfaqs Pvt Ltd and As for Sumeet, he has a lot to look forward to, including a new variant in the ‘V’ Printed and published by Prasanna Singh, portfolio and – brace yourself – a web series. at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063. Printed at Cirrus Graphics Private Limited B-61, Sector 67, Noida (U.P.), 201301 Ashwini Gangal [email protected] CONTENTS 28 6 PEPSI Bottled Strategy The global beverage brand brings light in the lives of villagers. 30 22 DR. VAIDYA’S Chyawanprash in a Capsule? As Ayurveda continues to gain popularity for its GUEST ARTICLE 26 DIGI-WORLD YOUTUBE curative properties, it’s time The Big Question Tracking New Age Audience India Debut for brands to launch their ‘Does a leaders’ status have an Analysing what goes into The app offers family-focused products in new avatars. impact on the brand at all?’. measuring the ‘new digital’. content. afaqs! Reporter, November 16-30, 2 0 1 6 5 advertising PEPSI Bottled Strategy Pepsi recently joined hands with ‘Liter of Light’, and came out with a digital film ‘Sun in a Bottle’ to address the issue of villagers’ zero access to electricity and light. By Suraj Ramnath here are several villages in India where, despite receiving Tsun light during the day, people staying in closed huts still do their household chores in the dark, due to no access to electricity. To address this issue, global beverage brand Pepsi has joined hands with ‘Liter of Light’ — a foundation to make a small difference to the lives of a few communities living in these areas that do not have access to light even in today’s world. They came up with an idea of a lighting solution - a “We were enthused bottle filled with water that transforms into a solar bulb, has zero carbon by this idea because it emissions, refracts sunlight, and is actually hurls a very powerful enough to light up a home. To promote this social cause, Pepsi ingenious low-cost recently came out with a digital ad solution using recycled film ‘Sun in a Bottle’ conceptualised Pepsi bottles.” by JWT, and executed by the agency’s digital arm, Mirum. The film has ANSHUL KHANNA been produced by Fire Cracker Films. As part of Pepsi’s commitment to the communities around their plants, the brand’s team in partnership with Liter of Light carried out a project that brought light to villages around plants in Bharuch (Gujarat) and Mamandur (Tamil Nadu). The brand has also captured this through solutions free of cost to communities Sundeep Keramalu, associate a digital film ‘Lighting up Lives’. that don’t have access to electricity. creative director - copy, Razorfish Talking about the idea behind the Together, these two companies have India, says, “The film is simple campaign, Anshul Khanna, director, been working to convert a basic and warm. Although, I would have Marketing (Pepsi), PepsiCo India, plastic bottle as an instrument to preferred not underscoring the Pepsi says, “In India, Diwali is the festival change the world. bottle cap until the very end, just to of lights and yet, even today there When we asked Khanna if this kindle the hook of curiosity. That “The film is simple and are homes here that have no access is one of Pepsi’s corporate social said, the little girl’s restless pursuit of to electricity and people live in responsibility (CSR) projects, he the sun is cute and makes you eager warm. Although, darkness. That’s why we decided to says, “We have a host of CSR projects about the consequences in the story, I would have preferred light up some of the homes in villages that we associate with, which are should she accomplish her mission. and communities in the vicinity of around water conservation and However, I’d have to maintain that the not underscoring our plant.” He further adds, “We support communities outside. I narrative of the girl hunting endlessly the Pepsi bottle cap were enthused by this idea because it would like to see this as something to for the sun could have been way until the very end.” actually hurls a very ingenious low- bring out a simple and ingenious idea much shorter and the journey to the cost solution using recycled Pepsi so in that way it is not a conventional point of objective - the ‘literoflight. SUNDEEP KERAMALU bottles that actually transforms into a light bulb without using electricity.” twilight. On that horizon, though the It was the ingenuity and simplicity ‘Sun in a Bottle’ is conceptualised by JWT and film emits the fumes of a generous of the idea that prompted Pepsi to take executed by the agency’s digital arm Mirum. heart, the instinct seems to miss the this forward and create the campaign. bull’s eye,” he says. Pepsi has been a partner with CSR idea. It was really a brand idea org’ platform could have been faster!” Adding further he says, “On the Andhra-based Liter of Lights that celebrated the iconic Pepsi bottle According to Keramalu, the idea flip side, the global ‘literoflight. foundation for the past four years and the idea of bringing light to by Pepsi is very kind but the delivery org’ platform has great potential in now and done projects in Philippines, communities.” mode could have been kinder. creating a positive snowball towards Columbia, Pakistan, Egypt and We asked a digital expert whether “Usually villages are known to accentuating the importance of Kenya. Liter of Light is a global ‘Sun in a Bottle’ was well-executed, have a huge hangover of ventilation looking at solutions that are simple, open source of projects that provides and whether it looked like a CSR and natural light during the day. cost-effective, and easy to deploy.” n ecologically sustainable lighting film. Their real thirst for light begins post [email protected] 6 afaqs! Reporter, November 16-30, 2 0 1 6 byinvitation GUEST ARTICLE Very Popular October’s online video ad leader board is like a breath of fresh air.