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: 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 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. By Subrat Kar

ctober and November are biggest Hindu festivals. You can including digital. the months of the year see special discounts and offers by That’s why we at Vidooly had a from the viewers. To be honest — I Owhen almost all major brands almost everywhere, trying to lot of fun analysing the online video was getting bored of seeing the same brands in India try to capture the capitalise on the spending surge that advertisements for the month. TVCs being tried out on digital by attention of prospective consumers the country witnesses. This year, the Most of these ads centre around most of the brands. With a lot of with some aggressive advertising. fact that both the festivals arrived in celebrating Diwali, and the best part content created specifically for the It’s that time of the year when a the same month of October meant about the top ads this time around is digital landscape, October’s online majority of the country celebrates that we saw a lot of brands up their that most of them are tailor-made for video ad leader board is like a breath Dusshera and Diwali — two of the advertising spends everywhere — digital and have got good feedback of fresh air. Cut above: The top 10 ads in October

1. Samsung ReadyForLife commercial? advertisement by the Government of India. YouTube and 3.5 million+ on Facebook) This was undoubtedly the most popular In this latest advert, it celebrates the Launched on the first of October, just a day Average views per hour: 7,067 video ad on the internet in India in October. innocence of kids and the spirit of Diwali. before Gandhi Jayanti, this ad is a part of Run time: 4:00 The ad has almost 24 million views so This is another video that had great the Modi government’s ambitious Clean Average watch time: 1:20 far and features the story of a couple potential to be shared and watched by India, Better India initiative. from a small village who meet their son thousands more had it been promoted well Total Views: 3,164,189 9. Honda 2 Wheelers India on the occasion of Diwali. The emotional on Facebook. It has over 6 million views so Average views per hour: 3,551 This is the only ad in the list which has storyline is backed by powerful non-flimsy far and is adding over 11 thousand views Run time: 0:50 a substantially high negative audience performances and has been shot and put every hour! Average watch time: 0:44 sentiment. Maybe because the concept of together really well. Total Views: 6,035,005 (Almost all the the advert isn’t really new, and the ending Total Views: 23,946,369 (19 million+ on views are from YouTube. Only 8k+ views 7. Uber is a little too tacky for most people. It has YouTube and 4 million+ on Facebook) on Facebook) The Uber Moves advertisement series has only been promoted on YouTube and has Average views per hour: 29,099 Average views per hour: 11,821 been really well received by people. Almost got over 2.6 million views so far. Run time: 4:00 Run time: 2:38 all the commercials in the campaign focus Total Views: 2,694,874 Average watch time: 1:52 Average watch time: 1:18 a lot on the storyline, and this one’s no Average views per hour: 8,608 different. Featuring the story of newly wed Run time: 1:00 2. One Plus India 4. Colgate Aroras, this cute ad by Uber has clocked Average watch time: 0:37 In the last few years, the smartphone Remember Arjun Kanungo of the Baaki over 4.9 Million views so far. market in India has been flooded by scores Baatein Peene Baad fame? Colgate’s new Total Views: 4,925,825 (2.8 million on 10. Pepsi India of new brands. From Karbonn to Lava to branded video Shine features his smooth YouTube and 2.1 million+ on Facebook) At number 10 we have an advertisement Intex, there are so many, it is hard to voice and in the video. The Average views per hour: 3,483 by Pepsi showcasing their ‘Liter of Light’ keep track of them all. But there are a video has over 5.6 million views so far Run time: 2:01 initiative. Pepsi is running this campaign few brands that have created a niche of on YouTube but surprisingly, hasn’t been Average watch time: 1:19 in association with the Liter of Light their own. One Plus is one of them. Right promoted much on Facebook, where it had foundation, an open source movement from the beginning, they’ve had a solid a lot of potential to reach more people, 8. MyGov India which aims to provide ecologically brand building strategy. They have never in my opinion. This is the second branded The India-Pakistan conflict has reached sustainable and cost-free lighting for the advertised on TV, and focused more on the video song that Colgate has come up with in a crescendo in the last few months, with poor. Set to a melodic background track, internet savvy millennials. the last 6 months! (The first one was with emotions running high on both sides of the this video has clocked over 3.3 million views Their latest advert/branded video, lays popular YouTuber Shraddha Sharma) border. The repercussions of this dispute so far! focus on the importance of family values Total Views: 5,640,939 are tough for everyone involved - people of Total Views: 3,325,101 (2.5 million on and love. The emotionally charged video Average views per hour: 11,017 the two countries, their governments and YouTube and 800 thousand+ on Facebook) has a run time of 4 minutes but still has Run time: 3:38 especially the soldiers. To lift the morale Average views per hour: 9,760 managed to capture the imagination of the Average watch time: 0:50 of the soldiers, India’s PM Narendra Modi Run time: 1:57 people. With over 7.9 million views so far, it launched a campaign called ‘Sandesh to Average watch time: 1:23 is at number 2. 5. HDFC Life soldiers’ which lets people send their Total Views: 7,930,342 (Almost all the Fathering a baby is one of the most difficult gratitude to the troopers stationed at the views are from YouTube. Only 65k+ views decisions one has to take in their lives. border. Note: YouTube is the primary platform on Facebook) This predictable but well-made ad shows With an aim to reach over 10 crore for consideration while creating this Average views per hour: 14,894 how a guy slowly matures as a father as people of the country, the campaign was leader board. Some of these video ads Run time: 4:03 he understands the importance of planning, promoted across all mediums - both online Average watch time: 1:59 and being there for his family. and offline. The YouTube channel MyGov have only been run on YouTube while Total Views: 5,019,321 India launched this video as a part of this some have been tried on both YouTube 3. Surf Excel Average views per hour: 6,321 campaign on October 22, and so far it has and Facebook. If there is one brand in India that is Run time: 1:30 got over 6.2 million views! The emotionally - Data updated till November 6. consistently making unforgettable and Average watch time: 0:41 charged video has been more successful on - The overall audience sentiment that touching advertisements in the past Facebook where it has been watched over is mentioned below each advertisement couple of years, it is Surf Excel. Remember 6. Swachh Bharat Mission Gramin 3.5 million times! is based on - number of views, likes, their Ramazan ad? Or how about the At number 6, we have another Total Views: 6,206,948 (2.7 million on dislikes, watch time and comments.

8 afaqs! Reporter, November 16-30, 2 0 1 6

advertising JOY Breaking the Stereotype The new TVC for Joy Honey and Almond Body Lotion features of Comedy Nights Bachao fame as brand ambassador. By Ashee Sharma

here was a time when excellence in every sphere Tof life, be it personal or professional, was achieved only if one was ‘fair and lovely’... in Indian advertising, of course. But beauty and personal care brands have, for quite some time now, been trying to break such stereotypes, or should we say they have been compelled to do so because the consumer wants them to be real. However, if you came across an ad where the beginning shot is that “To convey our of hands dangling in the air in slow message without motion while applying a moisturiser, “would you still imagine a glamorous sounding preachy, it model with perfect curves as the face was important for us to of the brand?” asks popular comedian Bharti Singh in Joy Honey and break the convention Almond Body Lotion’s new TVC. first and then ask In a category where conventions of beauty are so strictly defined that customers to do so.” even product designs mimic the POULOMI ROY ‘ideal’ body shape and size, Joy - the personal care brand from the house of Ratnasagar Herbals - decided to the philosophy of ‘beautiful by medium other than films for celebrity About the way Singh has been bring on board a clearly overweight nature’ to help women overcome endorsers may not be rare anymore. used in the commercial, Rawat points ambassador, (Bharti) Singh of the uneasiness they feel about their Recently, afaqs! asked whether we out that what is well-known and in Comedy Nights Bachao fame to looks. Subsequently the hunt for have reached that tipping point when the public eye is her performance endorse its cream and moisturiser. an influential face and a simple yet singers, chefs, and tech nerds, who as a stand-up comedian, but the ad The TVC, which went on strong story began. Commenting on have gained massive online stardom gives a glimpse into her real life air on November 6, has been the need for an ambassador, Roy says, be considered at par with film actors in a manner that is believable and conceptualised and scripted in-house “Services like Amazon for instance when it comes to being the face of unheard of. This lends the brand an by Poulomi Roy, head of brand and don’t have a product to showcase. brands. The same holds for television aura of being authentic and different. communication, Joy Cosmetics. It’s all about thoughts and beautiful stars. “The final message that the brand Roy informs that after the strategic stories for them. But we have a According to Roy, the entire leaves behind about the change in revamp in 2015, the mother brand tangible product. To communicate ecosystem including the marketer, the perspective of society is also Joy had to be repositioned. To this what it stands for we need someone agencies, viewers and consumers different and delivered in a passive, are in a state of flux right now. non-rebellious manner in contrast A research was undertaken to understand the While it’s good to sound aspirational, with Singh’s personality on TV,” she customers no more appreciate brands notes. concerns of women between the ages 16-35. that are preachy or unreal. However, Rawat thinks that the connection with the skin-care effect a qualitative research was who can influence people.” A NEW TREND... category could have been much undertaken in markets including On the choice of Singh, she adds, Pooja Rawat, associate vice- stronger. “The product is about Madhya Pradesh, Uttar Pradesh and “To convey our message without president, Lowe Lintas, finds the nourishment, but the ad talks about Rajasthan to understand the concerns sounding preachy, it was important ad interesting for two reasons, the feeling beautiful. You can hardly of women between the ages 16-35. for us to break the convention first unusual choice and use of a celebrity. imagine a lotion making you feel The results showed that consciously and then ask customers to do so. “(Bharti) Singh doesn’t fit a beautiful. Also, the celeb message or subconsciously they were under Singh is popular, she has beautiful stereotype. She is a chubby female, does overpower the product message tremendous pressure to look a skin and hair, so there was nothing a stand-up comedian with a distinct to an extent,” she says adding, certain way on all occasions, even if holding us back on this decision.” imagery most visible on prime-time “Nevertheless, the celebrity choice it is a simple chore of dropping their True that Singh is an television. These are the reasons why and the message give brownie points kids to school. External gratification unconventional choice for a beauty she has become a popular household to the brand and lend it far more mattered a lot, and that made them product, not only because she is name. For a brand looking to create persuasion and relevance than the resort to harmful chemicals. overweight, but also because she relevance and not just attention with use of a Bollywood celebrity for the After some thought was put is a television celebrity. That said, this audience, she seems like a good sake of using one.” n into it, the brand came up with instances of brands looking towards a choice,” she states. [email protected]

10 afaqs! Reporter, November 16-30, 2 0 1 6

digital TATA SKY M&C SAATCHI MOBILE On a Musical Note Making Debut Tata Sky Music+, a music video destination on television, was in India launched recently in partnership with Hungama. By News Bureau The full service mobile agency sets up offices in New Delhi and Bengaluru. By News Bureau

&C Saatchi Mobile, a full service mobile media agency that oper- Mates globally, recently debuted in India, setting up two offices in New Delhi and Bengaluru. The company has begun operations with two flagship clients, Ola and Swiggy. The move to India has given the mobile media company a footprint into a market with enormous potential for growth. James Hilton, chief executive officer, M&C Saatchi Mobile, says, “Inauguration of our offices in the country’s capital New Delhi and the IT hub of the country, Bengaluru is a landmark moment in our history. We know there is huge opportunity in this market and being able to provide our existing client with support in their ata Sky, a Direct to Home (DTH) brand, as Sufi, Qawwali, Folk, Jazz, Country and more.” local market has always been our client recently launched a service with four With the launch of Music+, Tata Sky intends to servicing goal.” Tmusic genres on a pay TV platform, named gives subscribers access to the best of these genres, The agency has hired Harry Bajaj as Music+ in partnership with digital entertainment on their TV screens, any time of the day. “And with business strategist to head its New Delhi company Hungama. Segregated into four segments content specially curated by the musical legends — Mehfil, Indie Rootz, Jazz and more, and Shankar-Ehsan-Loy, the offering on Music+ is International, the service will be co-curated by the guaranteed to be qualitatively superior,” says Puri. singer, songwriter and composer trio of Shankar- Commenting on Hungama’s association with Ehsaan-Loy. Tata Sky, Siddhartha Roy, chief executive officer, To promote the new product features, Hungama.com, says, “We are delighted to partner Tata Sky has come up with a digital campaign with Tata Sky for Music+ and offer curated music #MyKindOfMusic featuring Shankar-Ehsaan-Loy. content for the discerning audience who have an operations and Gaurav Ahuja as business The ad has been conceptualised and produced by evolved taste in genres such as Ghazal, Sufi, Jaaz & manager to head the office in Bengaluru. Prime Focus Technologies. Blues, International, and Indies.” Bajaj brings a wealth of client and agency- The brand has also promoted the The Music+ experience promises to be unique side mobile marketing experience, while #MyKindOfMusic campaign through Twitter with a variety of content and a line-up of great Ahuja is a mobile adtech specialist. Both and Facebook which was artists such as Pankaj Udhas, Bajaj and Ahuja will report to Chris carried out by Chimp&z Jagjit Singh, Elvis, Abba, Miles Steedman, APAC, managing director, Inc, a digital agency. Tata Tata Sky has promoted Davis, Eric Clapton, Salim- M&C Saatchi Mobile. Sky hosted a Twitter contest #MyKindOfMusic Suleiman, Armaan Malik and Commenting on the hires at the newly where users had to answer many more. established company in New Delhi and some simple questions using campaign through We asked a digital expert Bengaluru, Steedman says, “As a forward #MyKindOfMusic and that whether times have changed thinking, mobile first media agency, we in turn was transformed into Twitter and Facebook. where one wasn’t able to believe in hiring the brightest minds in songs by four bands; The Yellow Diary band, discern whether an ad film was ‘made for digital the industry. Since India presents us with Kanchan Daniel, Hriday Gattani to Sharma and only’ just by watching it - whether this was one of unique opportunities, it was but natural The Besharams. those ads and is it a good thing that films are now for us to hire experts who understand the Based on responses, the selected bands and artists transparently ‘digital looking’? pulse of the country.” created 10 songs from scratch in real time along Navin Kansal, national creative director, Indigo Founded 10 years ago, M&C Saatchi with videos and uploaded online within eight to Consulting, a digital agency that belongs to Leo Mobile is widely recognised as one of nine hours. Only the best responses were selected Burnett, says, “I don’t think there has been any the leaders in the space, with its network for the tailor-made songs. These videos were made conscious attempt to make this film ‘digital looking’ spanning offices in London, New York, available on Tata Sky’s Twitter handle, YouTube in so far as production values are concerned. It San Francisco, Los Angeles, Sydney and channel, Facebook page, Hungama’s website and on seems pretty much par for the course if it were to Singapore in addition to the two in India. the recently launched Music+ service on Tata Sky. stack up against a conventional TVC. Even in terms Its rapidly growing roster of clients is Pallavi Puri, chief commercial officer, Tata Sky, of narrative, it’s definitely not content that has been led by the global mobile accounts for says, “While there are a lot of popular music created on-the-fly either.” n Microsoft and Skype. n channels on television today, we felt there is a need [email protected] [email protected] for a destination that showcases unique genres such

12 afaqs! Reporter, November 16-30, 2 0 1 6 Source: www.dgca.gov.in 446 SCREENS113PROPERTIES 57CITIES Write to to Write [email protected] , to get more bang for your advertising buck. advertising your for bang more get to , pointsofview Same celebrity in different ads! What happens to brand recall?

Recently, Bollywood actor was spotted in six different ads back-to-back; Makemytrip, Vivo, Maruti Suzuki Ciaz, Colgate, Ching’s Secret and Set Wet Deo. The actor has many more brands in his kitty, so we asked ad experts about what happens to brand recall when the same celebrity appears in back- to-back ads? Does it come down to the best copy and the execution that helps brand recall? By Suraj Ramnath

KAWAL SHOOR MG PARAMESWARAN ANU JOSEPH ARUN IYER Founding Partner, Brand Consultant Chief Creative Officer, Chief Creative Officer, The Womb Creativeland Asia Lowe Lintas

THERE ARE MULTIPLE IT’S VERY DIFFICULT THE ONLY BRAND THAT I DON’T THINK IT POINTS. VERY OFTEN TO ANALYSE WHAT I SEE BEING BUILT IN COMES DOWN TO MOST OF THESE BRANDS WILL HAVE A BIGGER SUCH A SCENARIO IS BEST EXECUTION USE CELEBRITIES AS IMPACT. THERE ARE BRAND RANVEER SINGH. BUT BEST USAGE. OF A SUBSTITUTE FOR AN VARIOUS FACTORS, ON A SERIOUS NOTE, I’D COURSE, THE QUALITY idea and that’s always the one being that a bigger brand say that brands have to be of the creative makes a big wrong way to go about it. I will have a bigger impact. a lot more prudent in difference, but in the past we remember seeing this ad The brand that has more choosing celebrity brand have seen Amitabh Bachchan break and it has become connect with the star will have ambassadors. If some of and being infamous now. There were a bigger impact, the story or the things that a brand extensively used across brands, six Ranveer Singh ads one a more engaging story may also ambassador is supposed so we have seen this trend after the other and because have a bigger impact, the to bring to the table are before. There are brands that Makemytrip’s execution is way the star is used in the film exclusivity and stronger use brand ambassadors well and interesting, I remember it. will make a bigger impact. So, recall, both take a beating there are brands that use brand They have nicely spent on there are multiple factors if the said celebrity is ambassadors just for the sake of the execution and made a and not just one that overexposed on brands. using them. So, I think the ones very interesting ad. Most of will help brand recall. A great script will help. who are doing the latter, have no these clients and agencies are But, one can’t actually solid idea, no proper connect and wasting money. The only count on it alone to break that’s where the brands lose out. advice to the clients would celeb clutter. If there is a great connect and be, ‘please do not waste so they have a great creative that much money because the only uses the celebrity well in a way person who is laughing all the that people will remember, then way to the bank is Mr Singh.’ the cut through comes.

14 afaqs! Reporter, November 16-30, 2 0 1 6 PRESENTS INNOVATORS UNDER 35 Last year, when Mint partnered with the Massachusetts Institute of Technology (MIT) to bring the iconic platform of Innovators under 35 to this country, India discovered some of its finest minds in the field of technology. This year, we once again give innovators the opportunity to showcase their ideas to the world. The winners not only get a chance to present their ideas at EmTech India but are also automatically nominated for the global EmTech Innovators under 35 award. So are you ready to rise and shine? Anyone who is under the age of 35 as on 1st October 2017 and has a brilliant idea on technological innovation and applied research is eligible.

NOMINATIONS OPEN TILL 31st DECEMBER, 2016

LARRY PAGE Co-founder & CEO, Google Inc. 2002 Innovators Under 35

PAST HONOUREES MARK ZUCKERBERG OF GLOBAL Founder & CEO, INNOVATORS Facebook 2007 Innovators Under 35 UNDER 35 INCLUDE: RAHUL PANICKER President & Co founder, Embrace Innovations 2015 Innovator Under 35

Submit your nominations at emtech.livemint.com

Presented by: In association with: Knowledge Partners: advertising MANYAVAR Theatre Ads to TVCs Ethnic wear brand Manyavar is back in the limelight with its progressive Aadha-Aadha ad film. A quick look at the brand’s theatre-to-TV journey. By Suraj Ramnath

hen you think about we showcase Mohey, from the brands that spend on house of Manyavar which unfolds Wtheatre ads, which one a resplendent array of modish comes to your mind while thinking couture for today’s graceful woman. about ethnic wear? Manyavar, the Our cultural diversity is embodied ethnic wear brand by Kolkata-based by the charm of lehangas and Vedant Fashions, has been one of sarees along with trendy gowns and those rare brands, which started suits, embellished with embroidery advertising through movie theatres from across the country, to in the year 2014, and then went on create a spellbinding assemblage to take major strides in terms of 360 for the quintessential bride.” degree marketing. Speaking about the target In the recent past, the brand audience for Manyavar and Mohey, roped in Indian cricket star Virat Modi says, “We offer ethnic wear Kolhi and promoted Manyavar for every occasion, therefore we through television, print, outdoor are targeting the entire family for and digital advertising. In 2015, the both Manyavar and Mohey. We brand continued to promote through are especially focusing on the youth, theatre and outdoor advertising as we feel this segment can help us but in the year 2016 there have been drive a new trend.” a couple of television ads, outdoor, We asked Dinesh Rathore, chief print and digital ads featuring their operating officer, Madison Media new brand ambassador Virat Kohli; Omega, if he could recollect any the most recent being ‘Aadha- other brand that started with theatre Aadha’. promotions and then went on to Shreyansh Innovations is the promote on other platforms and creative agency and Kinetic India is whether this kind of media planning the media agency for the brand. was right for brands? Talking about the brand’s He says, “I do recollect Nirma, in move from movie theatre ads the very old days, was heavily active to now a 360 degree marketing on cinema before the explosion of approach, Shilpi Modi, director, his parents, has been shown as We asked Modi whether this was cable and satellite. Doordarshan Manyavar, says, “Yes, we have a a groom talking to his would be a planned move. She replies, “It came in, but the reach of the channel 360-degree presence now. The in-laws about both sides sharing the was unplanned and was captured was initially very limited. The objectives of digital campaigns marriage expenses. through our outdoor campaign.” other thing you can think of is that range from awareness campaigns Talking about the brief given Recently the brand also there are no set rules or principles to sales acquisition. In the past, we to the agency, Modi says, “Times launched its women’s ethnic in terms of this is how you have done various campaigns for have changed and girls are wear Mohey. Bollywood actress need to go in terms of media planning. festivals, CSR (Manas), and video competing with boys in every arena. Aditi Rao Hydari was roped in Based on their distribution, promotions. We kicked off digital Therefore, our brief to the agency as the brand ambassador and the they must have decided on what media campaigns in association was to come up with a commercial brand is currently promoting the strategy to adopt post budget with our offline campaigns to reach and distribution plans. There are out to the digital audience for a The brand also launched its women’s no hard and fast rules that the wider reach.” media planning has to be like She adds, “Our awareness ethnic wear Mohey. Bollywood actress this. Based on the objectives you campaigns include campaign will choose the media that will promotion, video promotion, Aditi Rao Hydari was recently roped support them.” communicating new store openings, in as the brand ambassador. Currently the theatre ads don’t and awards. We also do product feature Kohli. We asked Rathore promotion campaign by guiding questioning the old traditions ‘Mohey Rang Do’ campaign if this was a masterstroke by the the consumers to our e-commerce around marriages, showcasing through print and outdoor brand to rope in Kohli to promote website. Apart from these, Virat as a modern groom talking advertising. The company has through TV, print, digital and regular social media activities are about sharing the expenses of the different stores for Manyavar and outdoor campaign, he clarifies, carried out to maintain brand wedding functions.” Mohey. “What happens is, those theatre ads presence and recall.” In the recent outdoor campaign Speaking about the reason behind would have been shot earlier, now The recent television campaign ‘Pehno Apni Pehchaan’, carried out launching the women’s ethnic wear, that Virat is their brand ambassador ‘Aadha Aadha’ featuring Kohli, in Delhi by JCDecaux, Manyavar Mohey, Modi says, “Keeping to you will also find him in theatres. It highlights the message that the took the route of ambush marketing the trends of the present times is just a matter of time that this ad essence of marriage is in sharing. by advertising at a bus stops outside and yet preserving the antiquity starts featuring in theatres.” n Kohli, who is accompanied by one of the Fabindia’s stores. and glamour of the past, [email protected]

16 afaqs! Reporter, November 16-30, 2 0 1 6

TRYING THE NEW In the backdrop of the success of Bajaj Auto’s new launch, ‘V’, Sumeet Narang explains how market- ing of two-wheelers has changed. By Anirban Roy Choudhury

ajaj Auto has been in the news this year for its unusual new launch, Bajaj V, in February. By using a bit of metal from INS BVikrant, India’s sole aircraft carrier involved in the 1971 war with Pakistan INTERVIEW (and which was recently scrapped), Bajaj V has struck an emotional chord SUMEET NARANG among buyers of two-wheelers. The new bike had sold 1.6 lakh units by VICE PRESIDENT September end this year and, with a MARKETING (MOTORCYCLES), new variant on its way, this looks like an emerging brand that has struck BAJAJ AUTO roots in the consumer’s mind. afaqs! Reporter used the occasion Your recent launch ‘V’ in the brands, Discover and Pulsar. We product benefit. to talk to Sumeet Narang, vice executive segment is doing great realised that it was getting difficult to Since automobiles is a high- president Marketing (Motorcycles) at numbers. What’s next for the address all the consumer aspirations involvement category and a consumer Bajaj Auto. Narang, who spent most series? through just those two brands. We has relatively few names to choose of his working years with Procter & We will be announcing a new now have six and each of them stands from, brand recall is not a big issue. Gamble, has also been with Coca Cola variant in the ‘V’ portfolio very for a new attribute, offers a new value Even if it is a complex English name and, most recently, with Samsung as soon. We are working on something and has a different price point. — like Pulsar or Splendor — rural marketing director – Mobile. Narang really interesting – it’s an extremely consumers get used to it. moved to Bajaj in March 2014. inspiring web series made up of How do you decide on a brand What we do is figure out the Experience has taught Narang that individual short stories. name? offering, its benefit, the key value while the core principles of marketing No research ever helps you the brand stands for — and then, in across categories are similar, each Bajaj has six brands for consumers get a great brand name, at least in that space, we look for names which market has its peculiarities and to choose from: Puslar, Discover, automobiles. In other categories it are unique, and which people would challenges. “In two-wheelers, one of CT - 100, Platina, V, Avenger. might as you want to come up with be proud to be associated with. So, the biggest challenges is that you are Do you see them as sub-brands or a name which is easy to remember, very often the name is derived from not just selling a brand, you are selling independent brands? easy to ask for over the counter internal discussion and then finalised a product as well,” he says. Excerpts: We once had two powerhouse — and it might highlight the key after a regular watch out.

20 afaqs! Reporter, November 16-30, 2 0 1 6 Cover Story Powered By:

and character they want. At How did you come up with ‘V’? the top end, personalisation We finalised the name without is happening in terms of discussing it with a single customer. choices. We were a little uncomfortable in “We will the beginning because the commuter Coming to segment is not used to a single-letter be announcing advertising, Bajaj brand name. But if you don’t feel tied up with a little uncomfortable in the very a new variant in MTV’s Stunt beginning, it means you are going Mania in 2009 for a safe choice. Everything we were the ‘V’ portfolio for its brand doing about the bike was different Pulsar to establish and the name had to be different too. very soon.” it as a sports bike. What role does AFP The idea of ‘V’ got a lot of press (Advertiser Funded but the recent ‘Ode to Enfield’ Programming) have in has also surprised many. What your scheme of things? made you hazard a film like this? A meaningful AFP can always The internet allows a marketer to be helpful, no question. But digital make multiple conversations around has started to offer an alternative to a brand which wasn’t possible earlier connect with consumers and perhaps with TV alone. Also, the biking culture in a more direct and meaningful has grown exponentially in the last five manner. This offers a new aperture years and yet, it is in its early stages. and that’s why our reliance on AFPs There is interest now in leisure biking. has become lower.

Talking of leisure biking, haven’t Talking of online, several brands two-wheelers in India been are investing in web series. Do almost entirely about utility? I also believe that once a person has some fancy advertising. The other you see an opportunity there? How much is that changing? bought into the brand, the delivery of challenge: what can I say that hasn’t It looks promising. One and a Large motorcycles have always been the product and the service network already been said? half years ago we created a reality about making a style statement. Today plays a very important role because On the other hand, when you web series, ‘Zing Zong Rides’. Since you have lifestyle bikes going up from now he is experiencing what your have attained some sort of leadership Discover stands for rejuvenating affordable brands like Avenger and offering is all about. and are defending it, the brand spice in a relationship, we decided RS 200 all the way up to super bikes. plays a very big role. You need to identify eight couples who would Many people start out buying bikes as How would you compare the to keep building on the aura and drive across India and make a big utility vehicles but as they move up, challenge of building a new brand strengthening your leadership. ‘heart’ in the middle of the country. the lifestyle angle keeps growing and as opposed to sustaining the We were overwhelmed when we got the utility bit gets much smaller. leadership of an existing brand? You’ve been in Bajaj for over two over 10,000 entries. Both are equally difficult and the years. Have there been any shifts There are challenges though and What is the typical lifecycle of routes are totally different. This is in consumer behaviour during the biggest one is discovery. Today, our ownership today? an industry with very high mortality this while? reliance on videos is very push driven. It is down to three to five years. In rates: a large number of products Two years is too little for a change in Few people watch the video and then the case of Pulsar we have also seen come, last a couple of years and habit. But I have noticed that once you go on to YouTube for related videos. that when a new model is launched disappear. The challenge with a new start offering technology to consumers there are loyalists who move up. product is whether you can create they quickly start expecting it. For How has the rise of online differentiation, build an aura around example, two years ago, consumers affected the way in which you So, are your marketing spends the brand and arouse at least some had a low understanding of features communicate with consumers? directed toward acquiring new interest among people. like fuel injection and ABS (Anti- The way in which people are customers or keeping old ones? You might create a great brand but Lock Braking System). But now they consuming TV advertising has been The major part is directed towards if your product is not differentiated ask about these in performance bikes. changing. This would be different in acquiring new customers but in the in the automobile space it is difficult The other thing in supersports bikes different categories. For example, in process we obviously reinforce the to survive. Nobody is going to is that people are beginning to make up trust and pride of existing customers. buy a new two-wheeler because of their mind that this is the look, style continued on page 24 >>

afaqs! Reporter, November 16-30, 2 0 1 6 21 digital YOUTUBE YouTube Kids Launched in India via Google Play and App Store. from local as well as international The standalone kid-centric app will have a sizeable With a playful design, large images creators. Indian creators are exporting library of content across categories like shows, and bold icons, YouTube Kids aims large amount of content as well. There music and learning. By News Bureau to makes it easier for children to find is a uniformity in the consumption as and navigate through videos. Many a lot of content created in India is top Indian YouTube kids and learning watched outside and a lot of content ith an aim to make it easier creators will be adding new shows created outside is consumed in India.” for young kids and their exclusive to the YouTube platform. Designed to offer family-focused Wparents to find videos on These include new content from content, the app has channels and topics they want to explore, popular ‘ChuChuTV’ and ‘Kids TV’, a new playlists classified into four categories: online video community YouTube season of ‘Cat and Keet’ — a chase Shows, Music, Learning and Explore. has launched an app called ‘YouTube comedy show by Toonz Animation, There is a voice search to let Kids’. the popular ‘Gummy Bear’ song in children find videos when they “YouTube Kids comes to India Hindi, and a new season of ‘Appu- The cannot type or spell a word correctly, at a great time for millions of Indian Yogic Elephant’. In addition to that, and the service also offers a parental families, as it provides children access in this category growing 100 per children can watch any series from control option. Parents can broaden to content that will enrich their lives cent year over year. It also provides any of the YouTube channels they or restrict their kids search and turn and create new opportunities for the perfect platform to showcase already know, and there will also be ‘on’ to access millions of family- learning,” Malik Ducard, YouTube’s India’s incredibly vibrant, growing guest-curated playlists from educators, friendly videos or turn ‘off’ to restrict Global Head of Family and Learning, community of content creators, from celebrities and trusted names soon. their experience. The YouTube Kids says in an official statement. animation studios to edutubers” Aman Dayal, content partnership content can also be watched on a big “India already has a very diverse Ducard adds. manager, YouTube Kids and Learning, screen using Chromecast, Apple TV, and rapidly-growing creator base The standalone, kid-friendly, India and South East Asia, says, game consoles or a smart TV. n for kids and learning, with content mobile-first app can be downloaded “Indian kids are consuming content [email protected] ADVT.

ZEE TALKIES HD - ’S FIRST HD MARATHI MOVIE CHANNEL LAUNCHED

Zee Talkies, Maharashtra’s No.1 movie channel has The evolved Marathi audi- launched Zee Talkies HD on October 15. With its comple- ence today is rooted yet tion of 9 years of operation, Zee Talkies has created its mark sophisticated, cultured yet in the industry and among its viewers. Zee Talkies HD is also classy. Keeping the same in the first HD Marathi movie channel. mind, we have modern- ized the identity. The Zee Talkies HD promises its viewers an impressive collec- brushed rose gold logo tion of more than 300 hours of movies and original events. with a tinge of orange and Looking at targeting the crème de la crème, it will also have the diamond cut HD text an advantage of showcasing full-length premieres. Zee all put together, represent Talkies HD comes with a refreshed logo and packaging that our audience in every way. The new packaging is suits the eyes of our flamboyant yet matured audience. The designed to amplify the movie viewing experience for minimalistic packaging elements and the soft colour scheme our audience.’’ exudes grace and elegance in itself. Covering the maximum audience, the channel is avail- Speaking of the new identity, able on below mentioned key platforms – DISH TV – 72 Bavesh Janavlekar, Business ; Tata Sky – 1217 ; Videocon D2H – 973.

Head, Zee Talkies & Zee Yuva, advt. said, “We aim to change the Going sharp with ‘HD’, Zee Talkies continues to inno- perception of a regional movie vate content and rule as the No. 1 film entertainment channel by giving it a global look. channel of Maharashtra.

o

------viral now JOHN LEWIS #BusterTheBoxer steals the show The TVC, created by Adam&Eve/DDB, has already clocked more than 16 million views, since it went live on the brand’s YouTube channel this month. By Aditi Srivastava

he festive season is in full gift, the trampoline, for a long time. swing, and Christmas is Wanting to have it, she is seen Thardly a month away. As jumping excitedly on her bed all by a precursor to this, the United herself when her mother tells her Kingdom’s upmarket departmental to go to sleep. In the meanwhile, store chain, John Lewis, has brought on Christmas Eve, Bridget’s father out its endearing Christmas TV is seen setting up the trampoline advert 2016, #BusterTheBoxer, complete with a giant red bow, as which has already clocked over 16 perfectly as he can, for his daughter. million views since it went live on Soon after, one can see a host of the brand’s YouTube channel on computer generated animals – from November 9, 2016. foxes and squirrels, to badgers and In an unmistakable departure hedgehogs enjoying themselves on from last year’s ‘Man On The the trampoline; while the poor dog Moon’ which was claimed to be a looks on at them longingly from rather sad one by viewers, this year’s inside the house. John Lewis Christmas ad seems to On Christmas morning, Bridget be winning hearts over the internet. wakes up and runs towards the back The over two-minute long spot garden enthusiastically to see her created by Adam&Eve/DDB, set Christmas present. Lo, and behold! to the cover of Randy Crawford’s It is here that #BusterTheBoxer ‘One Day I’ll Fly Away’ by London climbs the trampoline even before electronic group Vaults, features a the little girl could reach there, and Black family for the first time. The the endearing pooch can be seen latter comprises a little girl called enjoying itself to the fullest. message, ‘Gifts that everyone will and natural habitat for our children Bridget, her parents and her pet dog, This is when Bridget and her love’ flashes on the screen. today and in the future,’ reads the Buster. parents realise that their daughter is ‘This year, we’re partnering with copy on John Lewis’ YouTube Bridget loves to bounce, and has not the only one who loves to jump The Wildlife Trusts to help protect channel. n been dreaming about her Christmas and bounce. At this moment, the and restore our nation’s wildlife [email protected]

<< continued from page 21 durables even though it not as if footfalls in jerks’ on Platina. The point is: for activations in our showrooms increase each time you run a print category to work, there has to be a unique message. ad. I think it’s a mix of message and medium ...TRYING... that matters and that’s where your judgment as a Last question: What keeps you awake at night? some, it is becoming extremely transactional – state marketer is very important. (Thinks) Over the last couple of years we have the offer, the benefit, the sale period, and move on. been trying to come up with newer thoughts In our category, where people go online for Automobile brands as a whole spend a lot and ideas to build our brands and engage with details, it is getting less important to state details in on on-ground activation. But one criticism customers. For example, we created a national our TV communication. It is more important to is that activation does nothing for the brand. anthem with Shankar-Ehsaan-Loy, something make people feel connected to the brand or for the Do you agree? which has never been done in our category. We brand’s messaging to catch their imagination. After You have a point but you can’t write off are constantly looking out for newer ways in that the bike is available on the road: he can see it, activation. If you have a unique message, it works. which a brand can be strengthened in its space. borrow it from someone, get a review. Besides, there For example, we’ve rolled out something called What you will rarely see is any particular formula is enough information available on the internet. But the Platina Comfort Challenge in about 250 towns being applied across all of our brands. That would the initial spark is provided by TV advertising. in the last couple of months. To show that a ride kill differentiation. on the bike is less jerky, we created a torture track What keeps me up at night is a mix of two Which medium gives you the best return on filled with bumps and invited the customer to drive things. One, the thought ‘What is it that I could investment? both his own bike as well as a Platina. To show do differently?’ Two, whenever you do something In our category at least it’s a function of the them the difference, we mounted a mobile phone new and different, you don’t know whether it is medium and the message. Our ‘brotherhood’ film on their chest with a belt and then put on the video going to work. So there is that worry at the back of on Avenger gave us fantastic ROI. In terms of ad camera. So, the camera captures the rider’s view. your mind that says ‘If I am doing four new things awareness, recall and brand association our scores Then, when they see both the films it is evident to at least three should do very well’. were comparable with a TV campaign we had done the driver that the ride on Platina is smoother. This is the kind of stuff that keeps you up on on Avenger where we spent a hell of a lot more. This activation worked extremely well in tenterhooks and that’s what the fun of marketing Print is as much a favourite medium for conjunction with the TV ad which was building is all about! n automobile advertising as it is for consumer the proposition of comfort around ‘20 per cent less [email protected]

24 afaqs! Reporter, November 16-30, 2016

byinvitation

GUEST ARTICLE The Big Question Cyrus Mistry’s removal from Tata Sons would have a minimal effect on the consumer of brands in the Tata Group. But the question is, ‘Does a leaders’ status have an impact on the brand at all?’. By Prabhakar Mundkur

he other day, someone argued Founders will feel a personal sense that the effects of Cyrus of responsibility to shareholders TMistry being sacked by Tata far more strongly than a hired Sons would have a minimal effect professional manager. At least most on the consumer of brands in the founders think that professional Tata Group. He doubted whether a managers won’t have the same level person who was going to buy a Tata of empathy/responsibility to the Car or go into a Tanishq store would group that a founder has or had. be affected. I agree with him that the According to founders, they carry consumer wouldn’t give a damn, a lot more weight and far more or at least not for the moment. respect than a professional manager. But unfortunately the reverse is also In rough times a founder is also true. I doubt the consumer cared likely to bet his or her own money very much when Ratan Tata decided once again to turn things around. to give up his position as Chairman But it is difficult to conclude that of Tata Sons four years ago. Frankly, a professional manager won’t do as the consumer wouldn’t have missed much as a founder if one looks at a heartbeat. Another argument was CEOs like Tim Cook. that when the chairman of a company To that extent Cyrus Mistry of is an icon, it is more likely to affect FOUNDER MYTHOLOGY had found MSG in Maggi Noodles the Tata Sons was both Chairman the brand. That set me thinking on In spite of a Bollywood on April 2015. (It came to light and owned 18.3 per cent of the Tata ‘whether a leaders’ status had an blockbuster, Mark Zuckerberg much later that Nestle had done stock. So, in many ways he was the impact on the brand at all?’. is not alone in our obsession nothing wrong, and were acquitted ideal CEO. Because every decision In the case of Tatas, their group with founder mythology. What in the case by the courts). of his would affect his own family company equities fell 1-5 per cent comes to mind when we think In spite of the terrible time the wealth as much as it would affect the on the day after Cyrus Mistry’s about Apple? Steve Jobs, the creative company had to go through in the Tata brand. ouster, and even 8 per cent for visionary in black turtlenecks. Virgin? following months including a change one particular Tata company three Richard Branson, the charismatic of CEO, the brand remained strong BRANDS ARE INTANGIBLE days later. Of course, one could leader at the helm of many ventures. and resilient. Consumers wanted Whether brands are run by argue that stock market confidence Tesla? The trailblazing entrepreneur it back on the shelves once again. founders or professional managers, might be insulated from consumer Elon Musk who gave life to Iron And once it was back after a long brand values are built and created confidence or there might at least be Man. Microsoft? Bill Gates, running controversy, consumers in the long term over large time a lag between the two. the software whiz kid turned embraced the brand like a long lost periods. And I personally think that But to take the stock argument philanthropist. The Trump friend. This proves that a strong brands are impervious to changes in further let’s look at what happened Organisation? The real estate mogul brand can weather itself through a the management as long as they are to Apple post October 5, 2011 when turned politician, Donald Trump. major controversy without losing its managed and nurtured well. Brands Steve Jobs died. On that day, shares We think about Trump’s own brand consumers. are intangible, however much brand of Apple closed at a split adjusted image before we think about that equity experts may choose to valuate price of $50.53 per share. On August of his enterprises or if we were to FOUNDERS VERSUS them. 12, 2016 Apple closed at $115.96 per imagine him as President of the PROFESSIONAL CEOS Brands are made in consumers share. Since Steve’s death, shares of United States. Most founders think that minds- unlike products that are made Apple are thus up 129.5 per cent or So, there is hardly any doubt that professional managers hired to run in factories. Or unlike companies lets says 130 per cent in three years the founder affects the impressions a company will not have the same that are made in the stock market or and 10 months rounded up. of their organisations. But brands motivation that a founder does. start ups that are made on unrealistic Although Apple may have lost particularly seem a little insulated If one looks at the world’s largest valuations. 2-3 per cent market share points perhaps from first the founder, and companies, then Steve Ballmer, A product can be objectively to Android over the last year, there the organisation brand. John Chambers and Tim Cook are defined, measured and assessed. A is nothing to show that Steve Jobs’ Or at least there is a lag between all employees who have or soon brand is intangible, ephemeral and death might have had any effect on the things that affect the company will become billionaires since they abstract. iPhone sales over a 10 year period and things that affect the brand. were hired to run their respective As Scott Cook said “A brand is no if one looked at it purely from a And most of all founders want their companies. The founders in these longer what we tell the consumer it business cycle point of view. brands to outlive them and this is an companies are already billionaires is — it is what consumers tell each The same could be said of sales of important motivation. many times over, thus their other it is.” Mac - their second largest revenue In the Nestle controversy last year motivation will always be everything So long live the brand! n earner. the government confirmed that they else but money. [email protected]

26 afaqs! Reporter, November 16-30, 2 0 1 6

marketing

DR. VAIDYA’S Chyawanprash in a Capsule? As Ayurveda continues to gain popularity for its curative properties, it’s time for brands to launch their products in new avatars. By Sunit Roy

hyawanprash is considered revitalisation and energy/immunity to be India’s most preferred boosting properties, it helps people Crejuvenative and anti-oxidant who suffer from acute stress due to jam. The product, which is primarily long-working hours and fast-paced positioned as an immunity booster, lifestyles,” Vaidya adds. is not just consumed in India but The product was launched through also in the rest of the world. With retail only in Mumbai in the mid “In terms of new flavours we a huge consumer base, the market of October this year. The new pack are exploring a ‘gummy bears’ size of Chyawanprash is growing of HERBOfit is priced at `180, and on a year-on-year basis. While the contains 30 capsules of 280 mg each. form of HERBOfit for kids. Chyawanprash market in India is The brand plans to launch it in Pune flooded with various brands such within the next three months, and But for now we will focus on as Zandu, Baidyanath, Emami, then a full-fledged launch will take Himalaya, and the new rockstar place in Maharashtra and Gujarat in building this brand.” Patanjali, Dabur stands tall as the the following six-nine months. ARJUN VAIDYA market leader with an estimated Consumers can avail the product share at over 65 per cent. through pharmacy stores, retail the brand’s traditional liver protector proposition,” says Akali. Interestingly, almost every outlets, and kirana stores. HERBOfit with a refreshed marketing story However, he thinks that the Chyawanprash brand has been is also available online on the brand’s for the new age consumer. Since, issue with most ayurvedic/herbal running the rat race to hire celebrities website as well as e-commerce alcohol conversion to acetaldehyde formulations in the country is that — like Amitabh Bachchan, Sourav portals such as Amazon, Snapdeal, causes hangover in the short-term, they are not clinically tested. Ganguly, Anil Kapoor, Dharmendra, PayTM, Shopclues, etc. and liver cirrhosis in the long-term, On the other hand, Sharda Shah Rukh Khan, Mahendra Singh the product was originally designed Agarwal, co-founder, www.sepalika. Dhoni or Madhuri Dixit — to TAKING BENEFIT FROM as a long-term liver protector against com, a health website on dietary maximise their sales, and there has AN ANCIENT MEDICINE liver lining cirrhosis. Thus, the brand supplements for chronic health been stiff competition amongst Ayurveda as a science has seen a spurt has remarketed this product as a conditions, says, “It’s important to the brands at various price points. in interest in the past three-four hangover shield that doubles up as a create products that meet genuine However, not much heed has been years. From the mid ‘80s to mid- long-term liver protector. consumer needs. So, if people find paid towards product diversification 2000s, Ayurveda had lost its appeal the pasty format of chyawanprash until now. among the modern consumers. INDUSTRY SPEAK unpalatable, then a capsule can Therefore, to tap this consumer They had moved towards allopathic Chyawanprash and capsule are make for an attractive proposition. base, especially the youngsters, Dr. products because Ayurvedic products not something we readily put in one How does it matter then whether a Vaidya’s, a 150-year-old ayurvedic did not appeal to them in terms of bracket. Also, the hangover-reducing company is popular or not. Brands brand, has recently launched packaging, and ease of use. However, pill market too has a number of succeed better when they are able to HERBOfit - Chyawanprash but, in with several initiatives undertaken players. So, we spoke to experts for deliver products or a service in a form capsule form - in the market. For by the Central Government, under their take on this. that is aligned to current consumer past 40 years, the product was made the prime ministership of Narendra According to Praful Akali, founder- lifestyle and habits. Dabur launched available to consumers only through Modi, and consumers understanding director of Medulla Communications, a granule variant of chyawanprash in Dr. Vaidya’s clinic. the harmful effects of chemicals, Dr. Vaidya’s could be perceived as a a chocolate flavour to appeal to kids.” Speaking about the launch, Ayurveda is undergoing a renaissance lesser known brand compared to a She further says, “Liv52 from Arjun Vaidya, CEO, Dr. Vaidya’s, Himalaya is one of India’s largest says, “The Chyawanprash market Consumers can avail the product from retail OTC brands and is commonly used is approximately `900 crore while to treat hangovers. There are pharma the multi-vitamin market is almost outlets, pharmacy stores, and e-commerce portals. players too with an offering in this `1,400 crore. This indicates that a segment. Unfortunately, the category large section of the population has of sorts. Interest towards the category Dabur but that’s only more reason is not large enough to see spends from given up consuming Chyawanprash.” has grown rapidly, and now it is up to come up with a well-differentiated manufacturers to create awareness. “Given the unique proposition to brands to speak to the consumer. product. “Chyawanprash in a capsule If LIVitup! can manage marketing of HERBOfit being the goodness of Therefore, Dr. Vaidya’s has also is a fairly differentiated offering. support to build the brand, it can Chyawanprash in a capsule (healthier, launched LIVitup - Hangover Shield, The offering helps tackle a few key surely find traction. Trials are likely tasteless and more convenient), claiming that it is the world’s first issues with typical chyawanprash to come from men in the age group of we expect the product to start as Ayurvedic hangover pill that also acts such as high sugar content and bad 25-40 years bracket in metro cities.” n an urban phenomenon. With its as a long-term liver protector. It is taste / smell, so that makes it a good [email protected]

28 afaqs! Reporter, November 16-30, 2 0 1 6

digital DIGI-WORLD Tracking the New Age Audience With the online and mobile world exploding and expanding all around us, we look at what goes into measuring the ‘new digital’. By Shweta Mulki

ith India’s acute media fragmentation, brands Ware always trying to reach audiences at scale in a short span of time. Digital is being seen as something that could address this need, but, the advertising spends on this medium, though growing, are nowhere close to traditional media. Some industry voices attribute this to lack of a standardised currency. Soon, we will see homegrown digital measurement services — by BARC and ABC, being launched. With this view, we get the media planners (and advertisers’) perspective about what they would like to see in the new-age common currency going forward. Vinod Thadani, chief digital these global methods to clients and while they give us their time. For officer, Mindshare educating them about these evolving brick-and-mortar brands like ours Mallikarjun Das, group While in traditional media you had norms. especially, we need to know how our CEO, Starcom India measurement systems in place to Currently, we have global services digital is driving our sales offline. In India, digital is competing heavily qualify data, in digital, till recently by Nielsen, Google and Moat which with television - which is still we used to depend on two models. we deploy wherever applicable. In Nitin Gupta, MD and CEO, growing strong as a medium, unlike One was publisher data - where digital, one needs to understand Asymmetrique saturated global markets where TV the publisher would survey the ads granularity, and it’s complex as you For decades TRPs and GRPs have has maximised its reach. Here, rural themselves, and give us reports which have web, iPad, mobile, in-app, etc, provided a feeling of comfort to brand is still getting televisionised and at were shared with clients, along with and you have different operating and media planners in allocating a the urban level too, cost of data is third party data if required. The systems too. A unified system needs disproportionate percentage of spend still substantial. If digital growth other method was to use third party to integrate the basics seen in the towards TV. The measurement has to be accelerated, the need system for views traditionally has for a common currency becomes There’s some ambiguity with tools like been impressions, but that needs to critical. If you want categories change since digital demands more that look at mediums, not only for viewability, in-target reach, and brand safety. tangibility as a medium. their performance but also for their ad survey which came at a slightly current third party services. Sharper Going forward, ‘real views’ will ability to build brands - which is extra cost but gave you a much better targeting is surely possible, but we have to be measured in terms of what categories like FMCG look picture of the campaign/impressions should be careful to not misuse that. associated content consumption at, you need to have currency, served per site in the media plan. metrics captured across all targeted which is essentially cross-screen. Clients have been comfortable Parvesh Debuka, platforms and digital ad formats, We need to retain simplicity of with parameters like CTRs, VTRs, head - marketing, Paperboat and reported in cumulative terms measurement too. shareability, engagement and Consumers are always at the centre (where ads are being displayed). Global advertisers may have ‘on-the-go’, but now it’s not about of any brand communication, so it is For instance, as you have platform their monies for digital set aside, ‘why digital’ but about ‘what in really important to know who your (metric) portals or websites (live but local clients are now asking digital’, and how to innovate more, message is going out to, in as much traffic), social platforms (daily logins), tougher ROI and reach-based get first mover advantage and overall detail as possible. I would put that content platforms (daily readership) questions. The medium needs to bigger impact. right up there and expect granularity and in-app (daily opens) - the sum justify itself in a business-as-usual In the current scenario, there is and accuracy of data shared. For of these parts will allow advertisers scenario, where it needs to move some ambiguity now with recent instance, the more I find out about to have a single comparable digital on from ‘experimentation’ and have tools like viewability (eg. how much what makes consumer set 1 engage reach metric called ‘real views’, ‘sufficiency’ (how much is enough pixels seen in how much time), with my Y content piece, and what just like TV. Planners/buyers will for my plan to be salient) that is seen in-target reach, brand safety, ‘no bots’ makes consumer set 2 engage with then be able to compare this versus in other media. And all this needs to - not many publishers are open to my Z content piece, I can make it TRPs, and rationalise suggesting this be in provided in accurate reasonable these norms now, but there’s a slow more meaningful for the consumers currency to stakeholders. n data, not ‘sale-sy’ data. evolution, and we have been taking so there is genuine value for them [email protected]

30 afaqs! Reporter, November 16-30, 2 0 1 6

presents campaigntrail New campaigns across television, print, out-of-home and digital media. VIDEOS

PAYTM McDOWELL’S NO.1 SODA BIRLA SUN LIFE ASSET In the wake of the government’s move to curb black McDowell’s No.1 Soda by United Spirits Limited, a MANAGEMENT COMPANY LIMITED money by the demonetisation of `500 and `1000 Diageo Group company, has launched the ‘Yaaron As part of its ‘Active Account’ TVC, Birla Sun Life AMC, currency notes, mobile payments and commerce platform Se Bane Hum’ campaign, which is an evolution of its the investment manager for Birla Sun Life Mutual Fund, Paytm has rolled out a series of films that convey the ‘No.1 Yaari’ campaign. The TVC highlights the role introduces the Active Account mobile app through which message ‘Paytm Karo’. The films address the issue of friends play in one’s life by showing how two people Indians can earn from surplus savings. The message the current shortage of currency notes, and how making help their physically-challenged friend to overcome ‘Account mein paison ka pade rehna nahi chalega’ gains online payments through Paytm can help someone bail his moment of weakness while they are on an momentum through people’s support for the cause in their out of this situation. adventurous trip. own individual ways. Creative Agency: McCann Worldgroup Creative Agency: DDB Mudra South Creative Agency: Taproot Dentsu

BRITANNIA DROOM MARRIOTT INTERNATIONAL Britannia, a bakery and dairy products brand, has rolled Droom — a marketplace to buy and sell new and used International hotel chain, Marriott International, has out an endearing TVC, ‘Britannia Cake Shararat’, a automobiles, and automobile services — has rolled out rolled out a digital film which captures the special 35-seconder, which sees a father-son duo discussing the three animated videos to promote Orange Book Value relationship between a bride and her father. The ad most important question — ‘Who gets to eat the cake?’ (OBV), its proprietary algorithmic pricing engine. Titled pitches the brand as the perfect, sought-after wedding The core message being conveyed here is that Britannia ‘Don’t be a bakra’, the films show why OBV is the perfect destination, even as it ends with the message, ‘You Cakes are so tasty that one would go to any extent to get tool for consumers to ascertain the fair market value of don’t just get married at Marriott. You live every their hands on it. any used vehicle within seconds. moment with us.’ Creative Agency: GREY group, Bangalore Creative Agency: Contract Advertising Creative Agency: OgilvyOne Worldwide, Mumbai

PRINT HYUNDAI The automotive brand has rolled out a print ad for its recently launched Hyundai Tucson. The car comes loaded with AMUL in-built features In its latest print topical, the butter marketer aptly puns such as dual on the recent announcement of demonetisation of `500 barrel LED and `1000 currency notes. The Amul girl is seen holding headlamps, a `500 note along with two other people while the copy electric parking reads, ‘High currency notes demonetised. Five hundred DUREX brake, hands- is hazardous? Amul. Accepts all bread!’. In its recent print ad, the contraceptive brand has free smart Creative Agency: daCunha Communications compared the coming to power of the US President-elect power tail gate, 10-way power driver seat, front and rear Donald Trump to its lube tubes. In the ad, one can see parking assist system, drive mode select and relationship Trump standing smilingly in his office while the copy reads, rewards among others. ‘Durex Lubes. Get in anywhere. Really anywhere.’ Creative Agency: Innocean Worldwide

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

32 afaqs! Reporter, November 16-30, 2 0 1 6 jobswitch

Post: Editor briefing, art direction, etc. Profile: Handle administrative work Post: Art Director Company: Capgemini Exp: 5 to 8 years for govt. clients like filling e-tenders, Company: Collateral -The Profile: Write, edit, and proof Location: Mumbai tender documentation preparation, Storytellers articles for internal communications Email: [email protected] bills, emails, etc. S/he should have Profile: Creating concept and along with copies for branding ...... good knowledge of computer strategies as per the brief. The collaterals like posters, brochures, hardware & software. English/Hindi candidate should be able to etc. Co-ordinate with business units Post: Senior Account Executive / typing is a must. work /think independently, and to gather information and craft Account Manager Exp: 3 to 4 years lead a team, as well as ideation articles,messages, or newsletters Company: Marching Ants Advtg. Location: New Delhi qualities, and be passionate about Exp: 5 to 8 years Pvt Ltd Email: [email protected] delivering solutions. S/he must have Location: Mumbai Profile: The candidate must have ...... knowledge of print and designing Email: [email protected] degree / masters in advertising softwares...... or marketing, must be good Post: Junior Art Director Exp: 5 to 7 years with MS Office (Word, Excel Company: Makani Creatives Pvy Ltd Location: Mumbai Post: Group Head Account and Powerpoint) and should be Profile: S/he should be able to work Email: nandini@collateral. Company: Greysell Marketing willing to learn and grow with from a brief with a copywriter, co.in,[email protected] Promotions Pvt Ltd the organisation. S/he should generate ideas to present to the ...... Profile: Develop marketing and have command over the English clients, work on designs to produce communication strategies for language, has ability to lead a team an effective advertising campaign, Post: National Head Sales & assigned accounts, manage team and handle clients independently. produce sketches or ‘storyboards’ or Marketing activities for assigned accounts to Exp: 1 to 5 years ‘roughs’ or ‘scamps’ to communicate Company: Wall Street Marcom ensure timely deliveries, delegate Location: Mumbai ideas to the client, commission Profile: The candidate will have responsibilities to team members, Email: [email protected] & specialists such as artists and to develop business for the maintains client relationships [email protected] photographers to work on projects. company by generating leads and through effective communications, ...... Exp: 4 to 6 years tracking prospective clients. The reporting and problem-solving. Location: Mumbai candidate should believe in 24x7 Exp: 5 to 7 years Post: Branch Head / Head Business Email: [email protected] work cultures and have dedication Location: Mumbai Development ...... towards honouring commitments. Email: [email protected] Company: Adgear Media Pvt Ltd Exp: 7 to 8 years ...... Profile: S/he would be responsible Post: Executive: Client Servicing Location: Mumbai, New Delhi, for profitability and overall operation Company: 3Dots Design (Pune) Hyderabad, Chennai Post: PR Manager of the northern region. S/he should Profile: A dynamic go-getter Email: hr.wallstreetoutdoor@gmail. Company: Vipra Dialogues be a team player with excellent individual who understands ‘service’ com Profile: Recruit, hire, train, and communication skills. Preference in advertising context. S/he must manage PR specialists. Evaluate would be given to the candidates have experience of working in and implement sales promotion from advertising /media industry. similar capacity in a renowned programmes, develop PR strategies, Exp: 5 to 10 years advertising agency, and have good campaigns, and initiatives to Location: Bangalore communication & presentation EVEN GOOD CAN! improve pubic perception of Email: [email protected] skills, fair knowledge of Pune market GET BETTER company, develop a marketing ...... and the ability to retain accounts by communications plan including consistently generating new business. strategy, goals, budget and tactics. Post: Business Development Exp: 3 to 4 years Exp: 3 to 4 years Executive Location: Pune Location: New Delhi Company: Classic Advertising Group Email: [email protected] TO ADVERTISE, CONTACT: Email: [email protected] Profile: An ambitious individual, ...... Abhilash Singh ...... who is willing to pitch/drive new Ph: 09999989454 business for the agency. S/he should Post: Account Executive / Manager Email: [email protected] Post: Senior Art Director have good communication, fluent Company: Mangorange Productions Aakash Bhatia Company: Quotient English, locates or proposes potential Profile: The profile requires Ph: 09650544122 Communications Pvt Ltd business deals by contacting potential young go-getters who are capable Email: [email protected] Profile: The candidate will be partners.Fresher will also do. of servicing brands in areas of Sumeet Chandiramani responsible for managing an art team Exp: 0 to 3 years events and activation for discerning (Mumbai) Ph: 09820590172 of around 4-5 people and supervising Location: New Delhi brands. S/he should be a keen Email: [email protected] all creative output of the team. S/he Email: [email protected],ceo@ event enthusiast with an attitude of [email protected] will need to independently handle advertisingindia.net perfection. large projects and work with the ...... Exp: 4 to 5 years To view other jobs in Marketing, team to come up with great ideas for Post: Administrative Assistant / Location: Mumbai Media and Advertising, log on to: www.jobswitch.in various briefs. The candidate will Computer Operator Email: arghabanerjeejobs@gmail. also need to handle photo shoots Company: Centum Advertising & com Join us on : facebook.com/jobswitch - photographer selection, creative Marketing Pvt Ltd ......

afaqs! Reporter, November 16-30, 2 0 1 6 33 people

A round up of some major people >> MOVEMENTS/APPOINTMENTS<< movements in the last fortnight ADVERTISING DIGITAL Leo Burnett Goafest 2017 Langoor Leo Burnett India The Advertising Club and Advertising Agencies To accelerate has announced the Association of India (AAAI) recently announced growth, and to appointment of Arjuna that Ashish Bhasin, chairman and chief executive strengthen its Gaur as executive officer, South Asia, Dentsu Aegis Network board, Langoor, a creative director will be chairman of the Goafest Organizing digital agency, has (ECD). Gaur joins Committee 2017. Nagesh Alai, founder, announced another Leo Burnett from Independent Business Advisory and chairman new addition to its M&C Saatchi Kuala of C4A has been elected as co-chairman of the leadership team. Lumpur. In his new committee. The list also has other prominent Venkat Mallik joins role, he will be based names as its committee members including Frank Anan and out of the agency’s Bhaskar Das, president and chief growth officer, Stoyan Kenderov New Delhi office, and ARJUNA GAUR Zee Unimedia, CVL Srinivas, chief executive on Langoor’s board VENKAT MALLIK will lead the creative officer, South Asia, GroupM, Jaideep R Gandhi, of advisors. Mallik function for the agency’s North operations. He chairman, Jaya Advertising, M G Parameswaran, comes with an experience of two-and-a-half will report to RajDeepak Das, chief creative founder, Brand-Building.com, Partho Dasgupta, decades, having held leadership positions officer (CCO), Leo Burnett, South Asia. Gaur chief executive officer, BARC India, Rana Barua, in top agencies such as JWT, Leo Burnett, brings with him 10 years of experience, including chief executive officer, Contract Advertising, Euro RSCG and DDB. He has held stints at Grey and BBDO India, where he worked Rohit Ohri, group chairman and CEO, FCB board level positions and profit centre head with Das. He has worked across categories and Ulka, Shashi Sinha, chief executive officer, IPG roles for well over one and a half decade. brands, his most well-known work being the ‘I Mediabrands, Tarun Rai, chief executive officer, He has also spent a few years with Feel Up’ campaign for 7UP, Quaker Oats’ ‘Make JWT, South Asia and Vikram Sakhuja, Group marketing giant Unilever in their brand India Heart Healthy’, and ‘Art By The People’ for CEO, Madison Media. marketing team. GE India, among many others. Publicis Capital Paytm Indigo Consulting Publicis Capital Paytm a mobile payment and commerce Indigo Consulting, the has announced the platform has announced the appointment Leo Burnett Group’s appointment of of Deepak Abbot as its senior vice president full-service digital Manasi Kadne as - growth marketing. Previously, he was agency, has brought on executive creative working with Times Internet as the head board Rajesh Ghatge as director (ECD). Kadne of mobile growth. Abbot has over 17 years chief executive officer moves from Ogilvy of work experience in growth hacking, (CEO). In his new role, & Mather, Mumbai. mobile marketing and data analytics. Ghatge will be based In her new role, she Prior to Times Internet, he was serving out of the agency’s will be based out of as the head of product marketing at Mumbai office, and the agency’s Mumbai Paytm. He has also worked as the chief will report to Saurabh office and will work MANASI KADNE product officer at Reliance Entertainment RAJESH GHATGE Varma, chief executive on the L’Oreal and Digital, general product manager at officer (CEO), Leo Garnier accounts. She will report to Bobby Pawar, Zapak, UX consultant at Satyam Computers Burnett, South Asia. As part of his mandate, he managing director (MD) and chief creative officer and product executive at CyberMedia. will lead more than three hundred employees (CCO), Publicis South Asia. Kadne comes on across Indigo Consulting and Indigo iStrat. board with 15 years experience in advertising, Ghatge brings with him 24 years of experience, with successful stints in agencies like Ogilvy & 18 of which were spent in the activation Mather, McCann Erickson, Leo Burnett, Mudra Dentsu India and digital business, and two in the technology and SSC&B Lintas. While she has had multi- Dentsu India, the full- start-up world. During Ghatge’s previous category exposure, her penchant for beauty and service communication stint at iCare Life, the company created a luxury has seen her partnering marquee brands agency from Dentsu technology platform to skill, certify and find such as L’Oreal Paris, Maybelline New York, Aegis Network, employment for school dropouts and contract Lakme, Pond’s, Rejoice, Kiah Diamonds and has appointed workers and transform them into professional Bombay Dyeing. Indrajeet Mookerjee caregivers and chauffeurs. as executive vice- GREY group president. Mookerjee Innocean Worldwide India GREY group has has spent two decades Innocean Worldwide India, the Indian arm of announced that Nirvik in the communication the Seoul headquartered communication Singh, chairman and business, having network, recently hired SM Talha Nazim as chief executive officer worked in some INDRAJEET MOOKERJEE senior executive creative director. Previously, (CEO), GREY group of the leading Nazim worked with Ogilvy India for almost Asia Pacific since agencies including Lowe Lintas, three years as senior creative director. With a 2009, will now take Ogilvy, Leo Burnett, Rediffusion Young & stellar career spanning 21 years at Leo Burnett, on the additional role Rubicam and TBWA in India and Indonesia. Bates, McCann and Ogilvy, and having worked of chairman and CEO In his last role, he was the managing director in Kolkata, Delhi, Bengaluru, Kuala Lumpur and for GREY group’s of Soho Square, Indonesia - a part of the Mumbai, Nazim has been responsible for some Middle East and Africa Ogilvy group. Some of the marquee brands he amazing work on brands like McDonalds, Dutch region. In his newly NIRVIK SINGH has worked on are Unilever, Nestle, Mondelez, Lady, Siemens, JSW, Exide, General Motors, Fiat, elevated role, Singh Heinz, Adani Wilmar, Arvind Brands, Cathay Asian Paints, Reebok, Penguin, Coca Cola and will continue to work closely with Heekin, and Pacific, Himalaya Herbal, Sab Miller, Suntory Philips, among others. Michael Houston, global president, GREY. Garuda and L’Oreal.

34 afaqs! Reporter, November 16-30, 2 0 1 6