June 16-30, 2015 Volume 4, Issue 2 `100 20

BREAKING BARRIERS Entrepreneur or Employee? As many entrepreneurs quit their startups and return to corporate life, it is evident that the wall separating the two is no longer as strong as it used to be.

26 24 33 PLUS SPICEJET New Identity 8

OBITUARY Mike Khanna 8

BARC/TWITTER 24 PROFILE PRO KABADDI LEAGUE INTERVIEW Instant Updates Mandeep Malhotra Second Innings Ashish Bhasin 99ACRES The Rocket Singh of outdoor The sports extravaganza will On additional responsibilities turns entrepreneur. begin from July 18. and scaling up the business. Dream Homes 27

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This fortnight... Volume 4, Issue 2 EDITOR he current image of an entrepreneur is of a bright young person, typically Sreekant Khandekar male, in his late 20s, who has been funded for an amount with so many T PUBLISHER June 16-30, 2015 Volume 4, Issue 2 `100 zeros that they make the reader dizzy. The boring truth, however, is that most Prasanna Singh 20 entrepreneurs don’t get funded. They are also older than is generally imagined. DEPUTY EDITOR Ashwini Gangal When a person gives up a job to start off on one’s own, there are many fears SENIOR LAYOUT ARTIST to contend with. There is the immediate financial concern, of meeting EMIs, and Vinay Dominic having enough money to support the family. And then there is the professional PRODUCTION EXECUTIVE anxiety about whether the decision is the correct one and whether the startup will Andrias Kisku BREAKING succeed – or fall flat, as most do. ADVERTISING ENQUIRIES BARRIERS Aditi Nagpal Entrepreneur or Employee? As many entrepreneurs quit their startups There are other worries, the primary one being: what will people say if I fail? 99995 03560 (M); 0120-4077803 (O) and return to corporate life, it is evident that the wall separating the two is no longer as strong as it used to be. It is the fear of looking foolish for having run after a dream - because you are Shubham Garg 81301 66777 (M); 0120-4077819 (O) 26 24 33 PLUS expected to wake up from a dream, not chase it. SPICEJET New Identity 8 Noida

OBITUARY Mike Khanna 8 Thankfully, so much has changed. Executives are far more open to getting the Pradeep Hegde BARC/TWITTER Instant Updates 24 PROFILE PRO KABADDI LEAGUE INTERVIEW (022) 40429702-5 Mandeep Malhotra Second Innings Ashish Bhasin 99ACRES The Rocket Singh of outdoor The sports extravaganza will On additional responsibilities startup bug out of their system by taking a shot at entrepreneurship rather than turns entrepreneur. begin from July 18. and scaling up the business. Dream Homes 27 Mumbai suppressing the idea. If it works, excellent; if not, they will return to corporate life. [email protected] That’s what this fortnight’s cover story is about. While the media is writing MARKETING OFFICE about executives who are giving up the company life, we have identified a little-known reverse trend: B-3, First Floor, Sector-4, Noida-201301. people returning to corporate life after having done their own thing. Tel: (0120) 4077800. We are talking not of young unknowns but middle-aged executives at the peak of their careers MUMBAI where the cost of switching paths and failing is high. Thankfully, there is so much folklore around 501-502, Makani Center, 5th Floor, Off Linking Road, Bandra (W), entrepreneurship now, that there is much less shame in failure than ever before. The mere fact that a Mumbai - 400050 person tried to strike out on one’s own is now viewed positively and he is often welcomed back into Tel: +91-22-40429 709 - 712 company life. SUBSCRIPTION ENQUIRIES Akhilesh Singh Adjusting to the old life again is not without its challenges. But as long as people can return, you (0120) 4077837 [email protected] can be sure that even more will leave to make their own fortunes. Owned by Banyan Netfaqs Pvt Ltd and Printed and published by Prasanna Singh, 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, Sreekant Khandekar Noida (U.P.), 201301 [email protected] Cover Vinay Dominic & Sushil Kumar CONTENTS 16 28

FOXGLOVE AWARDS Taproot Wins Big The awards honoured creative agencies which are less than 10 years old.

ZEE TV 12 6 4 Snazzy Comeback Dance India Dance’s comeback in a new avatar.

POV 18 Hungry for Lions? SURF EXCEL GOOGLE INDIA RED LABEL Do campaigns showing India Clean Sweep Digital Ready Evolving Traditions in a poor light tend to win Urging consumers to keep Bringing small businesses Amalgamating modernity more at Cannes? their localities clean. online. with tradition.

afaqs! Reporter, June 16-30, 2015 3 $'9(57,6,1* RED LABEL Evolving Traditions The new Brooke Bond Red Label TVC puts forward the unconventional in a seamless blend of modernity and tradition. By Ashee Sharma

the thought forward, this light and heartwarming commercial shows the beverage helping a sensitive cultural issue find place in the evolving, but traditional, Indian family. By adopting such communication, is it trying to influence cultural change? Krishnamurthy responds, “Great brands need to stand for a purpose and have a point of view. Red Label is about bringing people together and believes that a tasty cup of tea can play a role in doing so.” However, he simultaneously denies that the brand is trying to advocate any particular form of relationship. “The concept of ‘live-in relationship’ is definitely not pivotal to the Red Label proposition,” he says, adding that it is merely one execution in a series of many, reflecting a slice-of-life moment where a cup of tea has the potential to ease tension. Out of the three popular tea brands in ea has played a very important and ‘decisive’ is part of a larger campaign that brings alive the the company’s portfolio, Taj Mahal and Taaza role in Indian marriages, next only to the idea of ‘Swad Apnepan Ka’ by representing people represent the ‘elite’ and ‘fresh’ propositions, T‘would be mother-in-law’. The latest Red from various walks of life coming together over with taglines ‘Wah Taj’ and ‘Taaza Ho Le’, Label ad, conceptualised by Ogilvy India, lives up tea. We have aimed to depict a real-life situation respectively. Red Label, on the other hand, has to this tradition. Even as it uses the concept of live- that could have been potentially stress ridden, but played with many, including ‘swaad’ and ‘sehat’, in-relationship, the credibility often associated was defused by reaching out to a person’s heart in in doing so, it has been singularly positioned with arranged marriages is brought in by the a touching manner, with India’s national beverage as the bond holding people together. “It is our magical cup of Red Label tea. - a garma garam cup of chai.” warmth brand. All our messages, including The ad shows a live-in couple being paid a In its last campaign, the brand talked about ones on the inherent goodness of tea, have surprise visit by the parents, who are taken aback overcoming inhibitions based on religious been delivered with warmth,” Krishnamurthy on learning the nature of their son’s relationship. prejudices over a cup of Red Label tea. Taking explains. To ease the situation, the girl makes them some The ad has been executed by Breathless Films Red Label tea, customising it for the diabetic “Great brands under the direction of Vinil Mathew. father, and the sugar and ‘elaichi’ loving mom. Brooke Bond Red Label is part of Hindustan When asked how she liked the tea, the amazed need to stand for a Unilever’s tea portfolio, along with three other mother (played by Himani Shivpuri) replies, “Buri purpose and have brands, Taj Mahal, Taaza and 3 Roses. The Nahi Hai”, in tacit acceptance of the taste and also a point of view. company’s main competitor in the tea segment is of the relationship. Tata Global, which markets tea brands, Tata Tea Speaking about the television-led 360-degree Red Label is about and Tetley. Other players in the market include campaign, that will run countrywide, Shiva bringing people Wagh Bakri, Godrej, Pataka, Society and Duncan, Krishnamurthy, general manager, beverages, HUL, to name a few. says, “Brooke Bond Red Label tea has always been together.” about ‘brewing togetherness.’ This advertisement S. KRISHNAMURTHY FRQWLQXHGRQSDJH>>

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Powered By Aqua Partner $'9(57,6,1* GOOGLE Digital Ready By launching the Google My Business feature, the online giant is helping businesses, small and big, to use the worldwide web to get more customers and spread the word around. By Sohini Sen

icture this. You want to dig into a plate of appam and stew in a little shop at the other Pend of Delhi. So, you fish out your smart phone and use Google Maps to navigate yourself and reach your destination with an appetite. If you could relate to that scenario, it is time that marketers - big or small - understood and recognised the power of Google. Created by the internet-related services and products provider, Google’s My Business is the newest offering especially for small and medium businesses. CEO, Harish Bijoor Consults, it is a basic listing “We want people to know and realise that any service. “It is good that the service is free for now. small business can now have an online presence. “We want people Listing means that small businesses open small A couple of years back we created free websites for to know and realise little windows on the internet to be searched out small-sized businesses. In today’s mobile world, that any small and location mapped. The cases talk about this having a website, or being traceable on maps is ability feature, and not much else. But I do believe a big leap,” explains Sandeep Menon, director, business can now small businesses are looking for more than this.” marketing, Google India. have an online Digitas Lbi’s national creative director, Partho Google My Business helps businesses connect Sinha is not impressed either. directly with customers through search, maps or presence.” “I think the video lacks the fun bit, and hence even Google Plus. Even products, brands, artists, SANDEEP MENON dwells in the typical CSR mode. Honestly, a film and organizations can use this offering to maintain that remains fresh even after 2-3 viewing is a good up-to-date business information on Google. This one. This certainly does not pass that test,” points also allows users to track engagement with insights “Google’s My Business gives users a rich data out Sinha. for Google+ pages and posts, along with viewing set, which they can use to understand and predict However, Rahul Jauhari, CCO, Rediffusion information on related Google Analytics account product demand and reception. We have been finds the videos simple and explanatory. “In spreading the word through case study videos on reality, the world of entrepreneurs and small YouTube,” adds Menon. The product itself was business owners stretches way beyond metros - launched around six months ago and has since and the understanding of the web and benefits then been promoted through select print and radio of e-commerce can be severely limited there. To mediums and an intensive outreach programme. that extent, the need to be real and believable is What does it mean for businesses though? fulfilled by these films,” he notes. „ According to Harish Bijoor, brand expert and [email protected]

<< FRQWLQXHGIURPSDJH norms, but is actually quite 21st century,” he comments. rooted in tradition. Notice Sharing a similar view is the girl grabbing her dupatta, Huzefa Roowala, director, Evolving... making the tea, etc. So, it is the content and creative, What’s old ‘traditional cloud with a Your Problem. “The film brings and YouTube channels. It seamlessly creates ‘WARMLY’ WELCOMED? modern lining’ trick. Modern, to light the reality of life and and tracks performance of AdWords Express uman Srivastava, chief without ruffling too many opens the viewers mind to it. campaigns. Sstrategy officer, FCB Ulka, feathers,” Srivastava notes. It gives them a choice to make The two ‘case studies’ feature Mumbai-based thinks that the ad is a fresh Although he is quick in their own perceptions,” he says. Maganlal Dresswalla and Delhi’s Nappa Dori. Both take on the old storyline - ‘girl expressing his suspicion on The ad, he believes, is not businesses are small, but are self-sufficient in their wins over mother-in-law’s whether girls will warm up to preachy or desensitising any own ways. One more thing in common between heart by some household skill’. this ad. “In previous research, values or traditions. “It’s nice the family-owned Maganlal Dresswalla and the He says, “This ad looks like it they have tended to be to see that advertising is playing boutique leather store Nappa Dori is that both is all about breaking societal dismissive of ads that show an active role in providing businesses have used Google My Business. Both women doing traditional the masses with different players have not just found more customers, things, while appearing to be perceptions to an ever-evolving who come to them through Google Maps, but modern. Having said that, it culture of India,” Roowala have also showcased their new collection on is great that tea advertising observes. „ Google Plus. is tentatively entering the [email protected]

6 afaqs! Reporter, June 16-30, 2015

$'9(57,6,1* SPICEJET New Identity SpiceJet unveiled its new logo and slogan as part of its 10th anniversary celebrations. The airline also launched an easy-to-use mobile app. News Bureau

ith a surprising return from the red last year after seven quarters, SpiceJet “We have stood Whad reason enough to go all out with its 10th anniversary celebrations. As part of the for making flying celebrations, it unveiled a new look and slogan as unboring, making well as an easy-to-use mobile app. The revamped 3-D “app icon”- like look it something one modernises SpiceJet’s long-standing “digital dots”. can enjoy and look The new slogan - ‘Red. Hot. Spicy’ - is illustrated by forward to.” the red swatch which projects the bold and spicy AJAY SINGH avatar of the brand. The new mobile app, available for download on Android and Apple iOS smartphones, will allow customers to book tickets, get real-time anniversary. The performance featured SpiceJet’s flight status, manage bookings (change, cancel, crew along with professional artistes and an refund), add optional products such as meals original musical score. and advance seat selection, access exclusive “The musical flight is a celebration of three offers and privileges, all from a simple user things, it celebrates our tenth anniversary and -friendly interface. The app also has an in-built what makes us special; it celebrates our return geo-tagging feature. From Old to New to profitability surpassing all expectations and Speaking on the rebranding excercise, Ajay surprising industry pundits; and most of all it Singh, chairman and managing director, SpiceJet difference,” says Sanjiv Kapoor, chief operating celebrates our 4,000 employees; their dedication, says, “We have always stood for making flying officer, SpiceJet, going on to add, “The new mobile spirit and belief that made it all possible,” explains “unboring”, about bringing back the zing to flying, app offers our customers increased flexibility and Singh. making it something one can enjoy and look options. We expect to witness a meaningful jump SpiceJet claims to be India’s second forward to. That was the DNA SpiceJet was born in our bookings as well.” low fare airline. It operates 246 daily flights with, and what stays with it today.” The airline performed a musical flight for to 41 destinations, including 34 Indian and 7 “SpiceJet has always been the airline with a its staff and a select audience to mark its tenth international cities with a fleet of 20 Boeing and 14 Bombardier Q-400 aircraft. Most of its flights The mobile app will allow customers to book tickets, get offer SpiceMAX, a spacious economy class seating option, at an additional fee. „ real-time flight status and manage bookings. [email protected]

OBITUARY Speaking on Khanna’s demise, Tarun Rai, CEO, J. Walter Thompson South Asia, says, “J. Remembering Mike Khanna Walter Thompson owes so much to Mike. And many, like me, owe their Khanna was chairman emeritus at JWT and had been in the industry for over careers to him. He was a legend in 38 years. News Bureau Indian advertising and a great leader and motivator. For decades he and HTA (and later JWT) were synony- he advertising world has lost mous. His legacy is extraordinary. another gem. Mike Khanna, He will be missed.” Rai has worked Terstwhile CEO, HTA and very closely with Khanna during his chairman emeritus, JWT, passed earlier tenure at JWT. away on June 6. Khanna built HTA into not just JWT has sent the following press the single largest agency in India statement: but also one that was known to Mike Khanna, known as the build some of the leading brands doyen of the advertising industry, in the country. He also played steered HTA for 20 years, after he an active role in industry affairs, took over the reins from the leg- Mike such as the Advertising Agencies endary Subhas Ghoshal in 1984. Association of India (AAAI) and Khanna spent over 38 years with the Khanna the Advertising Standards Council agency before assuming the role of of India (ASCI). „ chairman emeritus in January 2004 [email protected]

8 afaqs! Reporter, June 16-30, 2015

35(6(176 &$03$,*175$,/ New campaigns across television, print, out-of-home and digital media. TELEVISION

SHOPCLUES 99 ACRES AXIS BANK Shopclues, the online marketplace, in its latest TVC has ‘Rent Anytime’ TVC from 99acres wishes to establish the Ping Pay from Axis Bank is a multi-social payment app which targeted merchants on a nationwide basis by highlighting concept of searching rental properties hassle free using its allows users to transfer money and recharge mobile using the benefits of selling on its platform. It makes a robust mobile platform. The ad highlights that 99acres.com can social and messaging channels like Whatsapp, Facebook, call-to-action and encourages local merchants to become provide the best property options via ‘Buy.Sell.Rent’ mode, Twitter, email and SMS, without even knowing the bank national-level sellers by signing up on the site. whenever required. account details of the beneficiary. The main aim here being, to cater to the ever-evolving need of making payments convenient for the young and progressive Indians.

Creative Agency: Enormous Brands Creative Agency: JWT Creative Agency: Lowe Lintas & Partners PRINT THE TIMES OLX GROUP The recent print Mumbai Mirror’s ad, featuring stand- print campaign up comedian Kapil ‘Double Dholki’ Sharma, makes a attacks the flip- subtle yet powerful floppers, the appeal to the hypocrites and the consumers to let go two-faced genuises in its ‘Let the old through Bollywood. make way for the GAIL (INDIA) LIMITED The creative new’ campaign. The GAIL (India), in its print campaign, has highlighted that asks ‘How kind is ad effectively states its skill development schemes have helped marginalised Bollywood’ when ‘Purana Jayega Toh women become empowered entrepreneurs. The creative it comes to using Naya Ayega’, hinting claims that 13,000 women have benefited from this CSR abusive language on at selling your old car initiative. screen and also off to bring home a new it. It also urges the one. readers to log on to its website to not let go unrewarded, the sanctimonious hypocrisy it treats us with.

CCreative Agency: Basic4 Advertising CCreative Agency: Lowe Lintas & Partners OOH DIGITAL

USAID INDIA TODAY ZIFFI The United States Agency for International Development’s India Today, in its latest OOH campaign, states that Ziffi, a beauty and wellness booking application, in its (USAID) campaign titled ‘Forests are Life’ was executed ‘Circus is over. News is back.’ This tagline has been recent digital ad campaign, has tried to establish the on World Environment Day (June 5) on 300 digital sites supplemented with the words, India Today Television, the fact that by making use of the app, spa appointments in Mumbai and hoardings on the Noida Expressway. new channel from India Today group which has recently can become a lot more easier and hassle-free than they The campaign highlights the benefits offered by forests replaced the long standing – Headlines Today from the usually are. through a series of folk illustrations. media house.

C Creative Agency: Vertiver CCreative Agency:Ogilvy & Mather Creative Agency: Naidu & Punjabi

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

10 afaqs! Reporter, June 16-30, 2015

$'9(57,6,1* SURF EXCEL Clean Sweep

AbAbhishekhishek Razdan, EVP and national head, Jack In The Box Worldwide, says that the execution stemmed from the basic insight that a vision for Clean India can be realised through collective responsibility. “We felt that lending this thought a voice in the form of an anthem would resonate well with the digital audience,” he explains. The campaign was shot in Mumbai’s Goregaon East in a day. It was a creative enactment to bring alive the work done by the kids and their families in the 143 locations across India and promoted heavily across social media platforms.

NEVER TOO LATE ccording to Jagdish Acharya, founder and Acreative head, Cut the Crap, it is never too Surf Excel’s latest digital campaign, woven around the Swachh Bharat Abhiyaan, is all about getting one’s hands dirty to keep India clean. By Saumya Tewari

urf Excel is back with its ‘Daag acche hain’ proposition, but this time it strives to create a Sbigger impact by partnering with mothers and Suri reiterates that Surf Excel believes that The company picked up young children to promote the popular cleanliness if doing something good gets kids dirty, then drive, “Swachh Bharat Abhiyaan”. dirt is good. She believes that it was a seamless 143 communities in Delhi, The idea behind the campaign is that though fit for the brand. Kids displayed responsibility people are particular about keeping their homes by keeping their community clean and urging Bangalore and Mumbai clean, they do not hesitate in throwing garbage others to do so as well. “We realised how outside. The brand communicates the ‘Keep India the simple act of painting a wall can act as a facilitating the clean-up. Clean’ message through young foot soldiers in deterrent for people from dirtying it. Acting action. with that belief, the clean up squad painted late to join a well-meaning mission like Swachh Hindustan Unilever’s detergent brand created common walls that were previously dirty in Bharat Abhiyaan. However, to make an impact a peppy video anthem and promoted it on social certain localities,” she adds. one needs a fresh approach and this spot does networking platform, Facebook. Executed by Jack not get a tick in that box. “The execution takes In The Box Worldwide, the video features young the lazy path of montage instead of trying for children picking up garbage in a locality and a build-up. Hence the flat narrative which a shaming people who throw garbage out in the “The campaign decent track tries hard to salvage,” he notes open. aims to spark adding that HUL’s previous Lifebuoy ad, Little In a bid to give the campaign even more a sense of Gandhi, made a clean sweep of the idea many momentum, the brand has created a microsite years ago. where it urges consumers to invite them to responsibility Acharya believes that it would have been nominate their locality. Surf Excel will then pick a among refreshing to see kids changing their parents locality, choose a day to come visiting and attempt consumers.” instead of battling stray uncles on the road. a transformation. Meanwhile, Jayanto Banerjee, national planning VANDANA SURI director, Hakuhodo Percept says that HUL has PROMOTING RESPONSIBILITY been one of the first ones to talk about keeping andana Suri, category head, premium fabric India clean (Little Gandhi campaign) even before Vwash, Hindustan Unilever, says that the the ‘Swacch Bharat Abhiyaan’ was launched. He campaign aims to spark a sense of responsibility by “We felt that an finds the campaign good but one which will giving users a chance to come forward to nominate probably not break clutter. their localities and then partner with them to help anthem would “Lifebuoy was doing ‘Clean India,’ Surf tried clean up in the spirit of Swachh Bharat Abhiyan. resonate well the ‘Two buckets of water’ campaign. There, “We picked up 143 communities in Delhi, definitely, is a shift in the social cause. Now the Bangalore and Mumbai where we facilitated the with the digital brand spaces are all getting jumbled up,” he notes. cleaning up along with the local residents. The audience.” According to him, Surf Excel should stick to its activity has been completed across all the 143 ABHISHEK RAZDAN ‘save water’ cause, an issue, he feels, is equally communities between April 5th to April 28th,” relevant. „ she informs. [email protected]

12 afaqs! Reporter, June 16-30, 2015

32,1762)9,(: Maggi Muddle: Are Brand Ambassadors Liable? To what extent are celebrity endorsers responsible for the brands they endorse? By Saumya Tewari and Ashee Sharma .965,'+$5 9,&.<6+$+ 0$1$96(7+, 0$1,6+325:$/ Chief Creative Office, Advocate Group CMO, MD, Alchemist Marketing & Talent SapientNitro Askme Solutions FOTOCORP I FIND IT RIDICULOUS COMPANIES CAN AS FAR AS THE LIABILITY THE ISSUE HAS BOTH THAT CELEBRITIES PUT A DISCLAIMER OF CELEBRITIES IS LEGAL AND MORAL ARE BEING PENALISED BEFORE AN AD CONCERNED, IT SHOULD IMPLICATIONS. THE FOR A BRAND THAT IS STATING WHETHER STEM FROM THE NATURE PRODUCT STORY LEGALLY ALLOWED TO THE CELEBRITY OF THE CONTRACT AND BELONGS TO THE BE MANUFACTURED, ENDORSING THE THE RELATIONSHIP. BRAND AND ITS DISTRIBUTED AND SOLD. PRODUCT USES IT OR HOWEVER, CELEBRITIES COMPANY. A Legally, if something goes not. Ads featuring celebrities should not be penalised celebrity cannot go inside it wrong on a product level, the using any product, and for any wrongdoing by the dissecting the ingredients that go manufacturer or the owner is influencing consumers to buy it, product or brand, not even in the making of a product. liable. Celebrity endorsers are makes them liable if things go legally. But yes, from a moral Celebs are being penalised mere messengers who can do wrong with that brand. standpoint, it is each to his just because they are famous, primary research on the com- Every celebrity contract has but eventually the company will own. pany and its products before a liability clause mentioned in take care of it. So, if you are endorsing associating with any brand. the agreement. It clearly says But, when it comes to moral Maggi is being sold in vari- that in case of any eventuality, a tobacco brand and thus, responsibility, there’s a thin ous shops. My question is, if the company for which the promulgating the use of line between the legally correct something is allowed to be celebrity endorser is giving his/ tobacco, from a celebrity and the morally incorrect and manufactured, distributed and her services, will take care of all point of view, you should being both legally and morally sold, how can a messenger be legal proceedings. If this clause be careful. But if your moral correct. A product like Maggi has penalised for associating with is not clearly mentioned in the standards allow, then so be it. been in the market for decades, a well-known brand? contract, then the liability will On this particular standpoint generations have been brought One also cannot indict rest with the celebrity. of Maggi, my view remains up on it and nobody has ever advertising and media the same, that you cannot complained. agencies. Advertising and pro- hold the celebrity responsible Therefore, if names like moting a banned substance for a bad consumer Madhuri Dixit and Amitabh like cocaine is definitely pun- experience. Bachchan have been endorsing ishable. However, expecting it, one cannot blame them. If actors and sportspersons to it is proved that the product is have technical knowledge of unhealthy then they must pull ingredients being used by a out of it because it affects their well-known brand is strange. equity as well.

14 afaqs! Reporter, June 16-30, 2015

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FINOLEX DANCE INDIA DANCE-5 Each Drop Counts Snazzy The campaign questions the casual attitude that most people have towards water. By Aditi Srivastava Comeback Season five of the dance reality show will have a new-look jury. News Bureau

ee TV has announced season five of its popular dance reality show, Dance ZIndia Dance. The show that gave Indians concepts such as Locking and Popping, Lyrical Hip Hop, B-Boying, Kalaripayattu, Paso Doble, Slo-Mo and Aerial will be back on the tube later this month. Two new judges will be taking the stage this time around along with old hand Mudassar Khan, who makes a comeback. Gaiti Siddiqui, who has been a guide and coach for DID participants before, and Punit Pathak, a former DID contestant, will join him at the judging table.

VC pipes and fittings manufacturer, Finolex Industries’ latest campaign, ‘Paani Pko #PaaniKiTarahMatBahao’, released on the occasion of World Environment Day (June 5, 2015), has tried to question our attitude and awareness towards something as precious as water. A ten-day long campaign on social media including Facebook, Twitter and YouTube was “The campaign exhorts run to highlight the problem of water waste and create awareness on the importance of water viewers to be responsible conservation. Using the catchline and hashtag Paani Ko #PaaniKiTarahMatBahao, the campaign and aware about water makes a strong plea to not waste water. The campaign begins with a set of people from conservation.” various walks of life. A boy who has just attended a lavish wedding, a girl carrying huge shopping is being consumed is petrol, and not water. The bags in both her hands, a taxi driver who callously second half of the video appeals to viewers to adopt remarks ‘Gaadi petrol pe chalti hai, paani pe nahi’ a more sensitive approach and conserve water. (Car moves with the help of petrol and not water), a complaining lady, a caring aunt and a random SOCIAL MEDIA CONNECT friend - all with the same indifferent attitude he video uploaded on YouTube on June 3 L to R: Mudassar Khan, Gaiti Siddiqui towards water. Thas garnered close to 1,00,000 views. The and Punit Pathak The boy who has just returned from the campaign exhorts viewers to wake up and take wedding says that everything in the party flowed charge of the depletion of water by being more as smoothly as water, the shopoholic woman responsible and aware about this issue. Produced by ZEEL’s content engine, Essel expresses her delight on having spent her money Says Nitin Kulkarni, president - sales and Vision Productions, auditions for DID Season like water and the taxi driver too, reiterates the fact marketing, Finolex Industries, “We want to Five began in April and were held across 17 that in the process of dropping a passenger, what sensitise the young generation on the value of cities. conservation of this natural resource. At Finolex, And how do the new judges feel? Says we actively work with farmers and are aware of Pathak, “Very rarely does an ex-contestant of the acute problems they face because of limited a reality show graduate to become a judge on water supply and low rainfall. We urge everyone it and I consider myself blessed to have got to change their attitude towards the way water is that opportunity.” An equally excited Siddiqui used and be conscious of the value it brings to our explains, “I have been associated with DID lives.” for a long time now and I understand the The company also took to Twitter, where responsibility of being a judge on a prestigious a contest was launched, to start a conversation platform.” on how to save water. Winners were chosen Adds Khan about his comeback, ‘This season based on the quality of tweets and the amount will be an open battleground for dancers who of engagement/interaction that they had on the have the passion to take on new challenges and Finolex Twitter handle. „ prove their mettle. Which is why, we say ‘Beat [email protected] That!” „[email protected]

16 afaqs! Reporter, June 16-30, 2015

32,1762)9,(: Hungry for Lions?

Do campaigns showing the country in a poor light and playing up to stereotypes tend to win more at Cannes? By Sohini Sen and Saumya Tewari

$581,<(5 6$1726+3$'+, -26<3$8/ %2%%<3$:$5 National Creative Director, Co-founder and CCO, Chairman and CCO, Chief Creative Officer, Lowe Lintas + Partners Taproot BBDO Publicis South Asia FOTOCORP FOTOCORP THERE ARE CERTAIN I SEE IT HAPPENING, WINNING AT CANNES THE VAST MAJORITY PERCEPTIONS THAT NOT JUST IN INDIA IS UNPREDICTABLE. THE OF INDIAN WINNERS THE WESTERN WORLD BUT EVERYWHERE. WORK HAS GOT TO BE AT CANNES HAVE CARRIES ABOUT US BRANDS ARE FRESH AND ORIGINAL. NOTHING TO DO - POVERTY, HEALTH TRYING TO MAKE THE IDEA ITSELF NEEDS WITH SHOWING THE ISSUES. IT IS NOT THE A DIFFERENCE TO TO TOUCH A UNIVERSAL COUNTRY IN A BAD ONLY IMAGE OF THE SOCIETY AND NOT CHORD AND THE LIGHT. BY AND LARGE, country, but as an industry we just sell products. Maybe the execution has to really move they are dramatisations of the seem to be pandering to that. difference is, that the western you. product benefit. While the chances of win- countries will make something Some of the campaigns The few campaigns that can ning a lion, if you play up like a 3D printer (Intel) and we that have won big at be accused of putting a lens on to the stereotypes, are not will do a Dabbawalla campaign. Cannes without showing the uglier bits of the country, brighter, it is true that around Whichever is the right channel to are mostly of the public service ‘underprivileged India’ are 80 per cent of winners in the reach our audience, the relevant variety. Since their job is to try to ideas like Nike’s ‘Make Every last decade have probably thing for our TG, we will do that. solve for the wrongs in society, done that. It is about recognising local Yard Count’, and Gillette’s they will pull the curtain back The expectations of playing issues, not about trying to win ‘ShaveSutra’ and ‘Women from some unsavoury truths. back the images are not just awards. Against Lazy Stubble’. Does that induce international limited to India. We expect Fortunately or unfortunately But we’ve also seen big juries to award the entries? campaigns from Ireland to be India has a lot more issues than winners that look at the Not quite. Good juries tend not funny, we want to see more the world and we have been country’s underdevelopment to award the uniqueness of the finesse and craft from Brazil doing public service advertising and find solutions to uplift it. problem, but the genius of the etc. However, I don’t see the for years. Google did an Indo-Pak These are prototypes for good. solution. So if you want to hold same expectation when it film though it is clichéd but it is Recently, for the ‘The Indian up a lion plated in gold, you’d comes to print. the reality. Confederation of NGOs’ be much better off using the What is more important is However, it is a task to make (iCongo), we put out a ‘video wrinkled bits of your brain to the ripple effect it creates. You the international jury understand appeal to the jury at Cannes find a great idea rather than a may have done some genuine that this is a problem in India new social problem. Lions’ on YouTube urging work and won an award. This and therefore we are trying to them to be more conscious of creates a cycle where agencies find a solution. Ultimately the jury think that work on that pat- is awarding the creative idea and some of these things. The film tern can get more awards. not the country. went viral instantly!

18 afaqs! Reporter, June 16-30, 2015

GOING BACK A look at the ‘Entre-ployee’. That is, the entrepreneur- IS COMING BACK TO A JOB EASY? turned-employee, who returns “I think the biggest challenge is losing control of one’s calendar. to the corporate grind. As an entrepreneur, you can structure your time as per your By Ashwini Gangal priorities. Within organisations, your calendar fills up with a host of larger priorities, conference calls and other administrative matters that are integral to every large company’s running.” LLOYD MATHIAS ews about media veterans quitting marketing head, Printing and Personal Systems, Hewlett-Packard India their corporate jobs to try their hand at (Past: Founder, GreenBean Ventures) Nentrepreneurship is commonplace. Less noticed is that many of these entrepreneurs have found their way back to the corporate grind – a “It is not easy to get back into corporate life when you have been counter-intuitive transition. running your own business, unless you are fortunate enough to work Sure, we’ve seen ad folk do this in the past; for a company that nurtures your entrepreneurial skills and gives remember when KS Chakravarthy quit Leo you freedom. When I joined Colors, that was my only concern. Luckily Burnett to launch a production house called for me my boss, and my board at Viacom18, gave me a free hand to Persistence of Vision, before jumping right back into ‘the agency life’? Or when Ravi Deshpande operate like an entrepreneur within a structured framework.” launched an ad agency called Lemon along with RAJ NAYAK Euro RSCG – the agency he was working with at CEO, Colors (Past: Founder, Aidem Ventures) the time – before going back to an agency job at Contract Advertising? The trend is noteworthy all the same for three “Business owner or business leader – both are senior leadership reasons: Firstly, the number of entrepreneurs positions in which you’re responsible for a company’s P&L. The only coming back to jobs has increased. Secondly, the challenge of this transition is that sometimes, as an entrepreneur, counterflow has grown to include brand marketers, you are able to take decisions faster. In a corporate environment, print media experts, television professionals and everything needs to be routed through regional and worldwide digital heads. Thirdly, the transition is smooth channels. This can be time-consuming.” because today – unlike previously, when a move VINEET BAJPAI

of this kind came with a stigma – employers see RP group CEO, TBWA India (Past: Founder, Magnon) merit in hiring ex-entrepreneurs.

Lloyd Mathias, marketing head, printing and FOTOCO personal systems, Hewlett-Packard India, says, “These days corporate India is more accepting “When you return to a corporate job, you have to work within the of switchers. In fact, many companies welcome framework of a new company. You should be mentally prepared employees who have had stints as entrepreneurs.” to blend into a new culture, unless the mandate given to you is to In 2012, after having quit his job as president bring about a complete change in the way the company functions. and chief marketing officer, Tata Teleservices, Fortunately for me, I could execute my ideas at Contract. This Mathias launched a management consultancy made me enjoy the job. I have always been interested in creating an called GreenBean Ventures. Today, he has no role organisation that does great creative work. I don’t care if it’s mine in the company; it is run by his co-founders

or somebody else’s.” RP Sanjeev Sharma and Parikshit Bhasin. Why’d he RAVI DESHPANDE move back to an organisation? “I always wanted founder chairman and chief creative officer of Whyness Worldwide FOTOCO to be an entrepreneur. But having tried it, I felt (Past: Founder, Lemon) my skills were more suited to larger companies,” he responds. THE STARTUP TYPE? operative word. But Jain has an explanation hile Mathias may have found his skills for his unconventional move: “When I left Wbetter suited to a larger setup, there are Jabong, I left to start something new. But others who go back to jobs that either offer that’s when the opportunity to launch Xiaomi a startup like feel or require them to build in India came to me. Honestly, it wasn’t something from the ground up, just like a new very different from launching Jabong, because business venture does. when I started out at Xiaomi, I was the only Manu Kumar Jain, who quit his job at one. It was almost like starting a new company McKinsey to launch Jabong in from scratch.” 2012, has been working as India The challenges at Xiaomi, he insists, were head for handset brand Xiaomi “exactly the same” as they were at Jabong for over a year now. ‘For’, being the during the initial days: He single-handedly

20 afaqs! Reporter, June 16-30, 2015 &29(56725< worked on the new business plan, figured out the partnership model, checked out service centre locations, worked on supply chain issues and recruited the now 30-member strong team at the company. Jain adds, “Things would have been very different if Xiaomi had been a big, well-established company in India. Then I would have joined as a ‘corporate employee’,” something he cannot picture himself doing. Not surprisingly, when it comes to hiring, Jain has a bias for former entrepreneurs. “Almost 70 per cent of my leadership team in India comprises ex-entrepreneurs.” Just one example is Myshkin Ingawale, chief of staff, India, Xiaomi Technology, who is the co-founder of Biosense, a med-tech company. “Ex-entrepreneurs are far more flexible, agile and understanding of the startup culture. They’re not like corporate employees who have fixed working hours and well defined work roles,” expounds Jain.

BACK, WITH AMMUNITION ronically, a stint as an entrepreneur Iactually equips one to deliver better in a corporate system. Raj Nayak, CEO, Colors, who branched out in 2010 to launch Aidem Ventures, a marketing your role… you have more appreciation Entrepreneurs who raise funds from venture and advertising sales company, says, for the point of view of investors and the capitalists can have a somewhat different way of “The short time running my own company board,” he says. looking at things. “Yes, I distinctly differentiate business taught me much more than Rejecting the ‘corporate versus business’ between the romanticism of being an entrepreneur my corporate life did over 20 years. I dichotomy, Swaroop adds, “Even when you create and the reality of it,” asserts BARC’s Dasgupta, learnt how to manage cash flows, something of your own, you’re getting into the insisting that at the end of the day, the business- optimise spends and reduce corporate world. It’s the size that’s different, that’s versus-job argument boils down to a “trade-off costs. I learnt that growth and all. For me, starting a business doesn’t mean going between your P&L (salary) and your balance sheet profitability go hand in hand.” away from the corporate world.” (shares).” To Partho Dasgupta, CEO, Broadcast Audience Research Council India, it’s the ability to take risks that THE HUMAN RESOURCE LENS characterises this breed of entrepreneur- turned-employee: “Let’s be frank here. “New-age media, online and e-commerce companies are Companies don’t employ highly paid fairly open to employing someone who has an entrepreneurial guys unless they need something to streak. Traditional companies, on the other hand, aren’t very be changed or have a new project to launch. I would like to think that I am ‘that receptive to former entrepreneurs, unless the business in guy’ – the one who can either set up a new question was in the same line of work.” thing, or turn things around for a shareholder.” SHIV AGRAWAL Dasgupta founded Aurora Comms, a media managing director, ABC Consultants, a recruitment service provider company, along with Vishakha Singh, in 2009. Why’d he move back to the corporate jungle? “I realised I wasn’t fully occupied. If I’m not creating something really big, beyond a point I lose interest “These days, you can create a billion dollar business within a – that’s what happened in my startup. I enjoy couple of years. And if you fail, you are still considered a hero. putting things into place on a large scale. Striving This has made companies far more open to hiring people to get a business on its feet is something I would who have tried their hand at entrepreneurship. These guys go back to again and again.” understand business better than their peers who have been Still others see the move back to a company as employees throughout.” a natural progression. Consider the case of Jwalant Swaroop. Between his current corporate position HARISH JAIN – CEO, Sakal Media Group – and previous director, Green Rootz, a recruitment company that specialises in media, internet, mobile apps and e-commerce corporate position – COO at rival Lokmat Media – he launched Oshoyana Consultants (part of Happiness Infinite Solutions since 2014), a firm that consults with small and medium-sized “Entrepreneurs are likely to have self-belief and the family-owned enterprises. willingness to take calculated risks. An entrepreneur has For him, turning entrepreneur was “a different experiences, perspectives, knowledge, networks natural desire after having accumulated vast and abilities. Bringing all these skills together challenges the experience in managing businesses,” and the move back to a job has everything to do with status quo of a company.” “the lure of sharing the domain expertise you MICHELLE SURADKAR gained.” How so? “When you come back, HR director, Lowe Lintas + Partners you’re more mature, you can deliver better in

afaqs! Reporter, June 16-30, 2015 21 &29(56725<

MISSING THE SCALE? small-to-medium sized clients. So, when Srivastava common factor that sends entrepreneurs back started missing the scale of large accounts, he took A to corporate life is the lack of scale in startups up the CSO’s position at Ulka, one that doesn’t – not the size of their company but the smaller require him to administratively run the agency’s canvas they have to paint on. planning team but nevertheless allows him to Prateek Bhardwaj, national creative director, work on the large clients such as Tata and Amul. McCann, who founded an ad agency called Eleven Some manage to strike a balance early on Brandworks (the team later moved into McCann in their careers. Samyak Chakrabarty, managing and became MWG-TAG) says, “While running partner at Pratap Bose’s new venture, launched one’s own agency has its own rewards, it can get a firm called Electronic Youth Media while still limiting in terms of the brands and opportunities in college. DDB Mudra bought it in 2013, a one gets to work on. Though I was enjoying development that earned Chakrabarty the title the freedom, and the responsibility, of being an of chief youth marketer at the group. Soon after, While running one’s own entrepreneur, the copywriter in me was feeling a he launched Social Quotient, a firm that creates agency has its own rewards, it bit dissatisfied.” intellectual properties that enable positive social can get limiting. Even though I Businesswoman-turned-employee Minakshi impact. He continues to run it today. was enjoying the freedom and Achan concurs, “Whether it’s creative, media, In a manner of speaking, he has worn both hats digital or activation, there comes a time when – entrepreneur and employee – simultaneously. responsibility, the copywriter you find that with most clients you are awarded “It’s ‘behavioural evolution’. Today, people don’t in me was feeling a bit only a ‘part mandate’. You find yourself working want to confine themselves to one job role,” he dissatisfied. on bits of the brand’s needs. There’s a lot of talk thinks. of providing full-service or integrated solutions PRATEEK BHARDWAJ but, by and large, clients are settled into their McCann relationships.” Achan recently joined AND Designs India Going Forward (fashion designer Anita Dongre’s firm) as chief xperts imagine an industry which easily allows creative officer, brand, after exiting Salt Brand Epeople to move one way or the other through Solutions, an ad agency she co-founded with permeable walls. Some companies are creating what Mahesh Chauhan, the former group CEO of they call ‘intrapreneurs’ – employees who belong Rediffusion, in 2011. to smaller groups that focus on exploiting business As Hewlett’s Mathias says, “it is the loneliness opportunities for themselves and the company. as an entrepreneur where one misses large teams Drawing on his own journey – from founder and global level challenges” that makes people of digital firm Magnon to head of the agency that come back to jobs. acquired it – Vineet Bajpai, group CEO, TBWA Almost 70 per cent of my India, says, “On one hand, entrepreneurs are BEST OF BOTH WORLDS inviting investments from bigger corporations and he conflicting needs for autonomy and scale leadership team in India selling stake to become part of larger, strategically Thave led some to find a viable mid-path. Take comprises ex-entrepreneurs. superior companies. On the other hand, big the example of Suman Srivastava. He quit his job They are far more flexible, companies are giving ESOPs or stock-options to at Euro RSCG to launch Marketing Unplugged, a agile and understanding of the leaders to retain them. The line between ‘company marketing consultancy. Though FCB Ulka is his startup culture. CEO’ and ‘company promoter’ is blurring.” client, he holds the designation of chief strategy In corporate folklore, the entrepreneur has officer (CSO) at the advertising agency. Is this a become such a hero that he is welcome back more golden mean of sorts? “Yes, I think so. I’m getting MANU KUMAR JAIN than ever – irrespective of whether he succeeded the best of both worlds,” he admits. or failed. „ Xiaomi Typically, startups like his work with a lot of [email protected]

SHINE.COM Jobs On the Go Shine.com has lauched a TV and digital heavy campaign to promote its new mobile app. By Aakriti Shrivastava

hine.com, the jobs portal, has lauched a new campaign to Spromote its mobile app, with the idea, ‘aap jahan, jobs wahan.’ It has was rolled out late last year. The out to both, jobseekers as well as been created by Dentsu India for use TVC, titled Nagin Dance, shows an recruiters, while specifically trying to in TV, online, print, radio and social innocent Javed Jaffrey, who, failed speak to professionals with two to six media. by his timing, has a dance step years of experience, living in metros. The adverts feature Javed Jaffrey, going wrong and ends up losing his The prime focus of the campaign, and the iconic brand mascot for job. Mr. M, comes in as a saviour, according to Zairus Master, the Shine.com, Mr. M. The mouse saying ‘so what’, while introducing business head of Shine.com is to was used as a mascot in the portal’s the Shine.com mobile app. previous campaign as well, which Master: App-focussed The campaign is designed to reach FRQWLQXHGRQSDJH>>

22 afaqs! Reporter, June 16-30, 2015 embeber, 2014 21 November,Nov 2014re to BangaloBangaloreangalo Ritz Carlton,Carlt

upptitiono srr g ttaal DiD sponponp ding DigitalDDiiggi Disruptions areeRe RRee ann Brandandnd HowHHooww IndiInIndIdIIndiann Brands are Responding 0(',$ BARC / TWITTER Instant Updates Users can tweet using the hashtag #BARCTweet and get topline data as BARC and Twitter join hands. News Bureau

roadcast Audience Research Council (BARC) BIndia has announced that it will share weekly ratings on the go and have them delivered almost instantly to Twitter timelines of even non-subscribers. All one has to do is tweet and ask. If someone is looking for topline television audience ratings, the person has to tweet with the hashtag #BARCTweet

followed by the data request. For FOTOCORP example, #BARCTweet Top 5 Telugu Programs. He/She will BARC India’s key goals. It also BARC India is geared for new possibilities receive a reply from @BARCIndia underlines the innovative nature and opportunities to connect with all who are with the data requested. of Twitter and the possibilities keen on knowing more about the television While BARC India’s for partners. audience measurement service and is proud to subscribers have access to all the This latest step towards an present a world first with the launch of hashtag data on a weekly basis, this service open TV rating service is another #BARCTweet with the Twitter India team.” is available free of cost to any in a series of advances like BARC Adds Rishi Jaitly, market director, South non-subscriber. India Media Workstation (BMW) and Southeast Asia, Twitter, “BARC India’s The offering, in association and SpotTrek (Next day of ambition to innovate and create a unique value with Frrole, a Social Data telecast - spot monitoring and proposition for users is something we admire. Intelligence Setup manning certification service). Twitter believes in the power of information the backend software, makes Says Partho Dasgupta, CEO, and this empowers all users equally, which is it possible to reach out to BARC India, “In keeping very exciting from its point of view.” „ consumers bringing to life one of Dasgupta and Jaitly: Updated with our focus on technology, [email protected]

and Star India with the backing of PRO KABADDI LEAGUE the Amateur Kabaddi Federation of India and International Kabaddi Federation, the Pro Kabaddi League Second Innings will feature 60 games played over 37 days in eight cities. The proceedings will kick off in Mumbai. News Bureau Following the ‘caravan style’ for- mat of the first edition, the league will be played at each franchise city for a duration of four days, where the home team will play four of the visiting franchises. All seven visiting franchises will play a set of away games in each city. After the opener in Mumbai, the games will move to Kolkata, Jaipur, Hyderabad, New Delhi and Bengaluru, in that order and will conclude with the final leg in Pune. The finale will be held in Mumbai on August 23. The Pro Kabaddi League has repackaged the game of Kabaddi in India and received a viewership ro Kabaddi League is set to The season opener will pit finalists of 435 million (TAM). Last year, it return for its second season U Mumba of Mumbai against The finale will be was one of the most popular sports Pfrom July 18. The opening Jaipur Pink Panthers. The league held in Mumbai on tournaments as per ratings, after the match will be held at the National will be aired on Star Sports. Indian Premier League. „ Sports Club of India in Mumbai. Promoted by Mashal Sports August 23. [email protected]

24 afaqs! Reporter, June 16-30, 2015 The action is elsewhere. Why fight for metro cities? The unmetros are full of bigger possibilities.

More durables and automobiles are sold in unmetros. Personal Computer Durables Purchased Car/Jeep/Van Mobile phone Fridge-Refrigerator Television Washing Machine in the Past One Year / Laptop

Urban India (000s) 2,619 23,943 8,601 4,830 11,510 4,467

Metros 50L+ 628 24% 6,818 28% 2,554 30% 1,495 31% 3,631 32% 1,496 33%

Unmetro (Tier 2/3/4) 1,991 76% 17,125 72% 6,047 70% 3,335 69% 7,879 68% 2,971 67%

Source: IRS 2013 Figs 000's 352),/( MANDEEP MALHOTRA I FORMER PRESIDENT, DDB MUDRAMAX << FRQWLQXHGIURPSDJH Jobs On the Go

“both build the brand and draw attention to the mobile app.” The company claims of having a base of 16 million registered candidates and 1.5 million app users. Shine.com has taken to a mobile- 7+( first approach, keeping in mind its high-penetration in India. As of now, 30 per cent of their traffic ³52&.(7 comes from the application, which they hope to fairly increase through the campaign. 6,1*+´2) The campaign will see more TVCs in the series, showing other unpredictable circumstances 287'225 leading to the loss of job, which will be rolled out during the next five to six weeks. According to a Shine spokesperson, they have also recieved positive reponse, SUSHIL KUMAR By Ashee Sharma known for our guerrilla ways of targeting.” It was 2008. Bose had moved to Mudra and wanted n days advertising was unforeseen as a career his former colleague to accompany him. Sensing a option, Mandeep Malhotra, who describes it as better growth opportunity, Malhotra joined him in Ihis “first love”, knew that it was exactly where he December. At Mudra, he was responsible for retail wanted to be. Malhotra recently quit DDB Mudra activation and OOH, and building the Mudra Max Max as president. portfolio. Currently working on the launch of his new In 2011, Mudra became part of Omnicom group. venture with Pratap Bose on June 22, the outdoor Malhotra was appointed head of Mudra Max where he honcho began his career as an account executive with ran the entire portfolio, except media, for almost three the capital’s iconic fast food joint, Nirula’s. From years. “The change brought with it new relationships, there, he went on to study advertising in Australia, learning and international exposure, but there was also where he was picked up by WPP’s Total Media to a downside to it. Independent agencies are bought out work in the media buying space. for what they are, but later expected to homogenise in His next assignment was in space selling with the the new environment,” he says. Malhotra decided to The ad targets both Indian daily, Asian Age. In a major breakthrough, quit Mudra. Malhotra sold the first ever full page ad for the While he took up various roles all these years, jobseekers and publication. “It was a big thing. It was as if I had arrived Malhotra says his success came from on-ground in life,” he beams. deliveries. Some of the campaigns he recruiters. Around the same time, Clear Channel, enjoyed working on were Aircel, Reebok a global OOH giant was entering and Idea Cellular. In Aircel, he found in qualitative and quantitative India. Malhotra moved to Chandigarh “People and the scale of innovation and Reebok gave respects, since the campaign’s with them. In what was until then a him the freedom to experiment. He lauch on June 10. ‘no-outdoor city’, he got the first ever adaptability appreciates the transparency that Idea However, it has left something to sanction for outdoor advertising. Later, brings in on all partner agencies. be desired, feels O.R. Radhakrishnan, he worked briefly as an entrepreneur are most Joining hands again with Pratap Bose the executive creative director of before joining Rediffusion DY&R’s (now important who left Mudra last year, Malhotra Enormous brands. Rediffusion Y&R) outdoor division in now plans to invest in the future of Radhakrishnan says that Hyderabad. in this communication. He believes that as “although the execution of the TVC At Rediffusion, he was soon given consumers evolve, technology will play was good, it does not give a new the mandate to head Hyderabad and business” a crucial role for the industry. Describing insight to job seeking, but chooses to Bangalore circles. He went on to his upcoming venture, he says, “It will be stick to the good-old, ‘conflict with become South head and chief manager- a mix of fun, laughter and technology. the boss. Javed Jaffrey’s presence new business development, national. “I had the sales It’s important to experiment whatever you take to the will manage to draw eyeballs and get instincts in me, which helped me pick up business consumer, whether in retail or experiential space. One the ad noticed.” wherever I went. Some people have it in them, like has to play with technology and learn from mistakes, Along with the celebrity, the Rocket Singh,” he jokes. but be the first one to learn from them.” likeable Mr. M brings a sense of It had been two years heading the national portfolio, “We will focus on providing efficient business familiarity and recall for the brand. when Pratap Bose, who was then with Ogilvy, called solutions for clients. The team that’s already committed However, Radhakrishnan goes on him for a meeting. He was scouting for talent for will be trained on technology and investments will be to say that it is weak in drawing RMG David, now Brand David. Though Malhotra used to equip them with the knowledge to deal with attention to the mobile-app and the admits that Ogilvy was “culturally exciting” and also the changing environment,” adds Malhotra. use of the portal via that platform. a big name, he resisted the offer for a month until He signs off on the note that people and the ability “Maybe the idea could have started convinced with the promise of a better deal. to adapt to changes are the only two important things with the app, and put emphasis on Sharing his experience at Ogilvy, he says, “the brand in the communication business. If one has that, “ the the fact that you have a new job in complimented my energy and passion. I was given the rest falls in place.” „ your hands”, he adds. „ RMG David mandate. We did really well and were [email protected] [email protected]

26 afaqs! Reporter, June 16-30, 2015 22+%7/ 99ACRES Dream Homes Online property portal 99Acres has floated an outdoor campaign across Delhi/NCR, Mumbai, Pune, Bangalore and Hyderabad. By Ashee Sharma

home for every dream, whatever the size, says A the new OOH campaign launched by online real estate platform, 99acres. The campaign executed by Span Communications was rolled out in Delhi/NCR, Mumbai, Pune, Bangalore and Hyderabad. Aimed at anyone looking at buying, selling or renting property for their own use or investment, the 360-degree campaign will also run across television, radio and digital “The brief was to mediums, where the brand is already advertising. effectively address The idea behind this outdoor initiative is to showcase the vast number of property options the right audience available on 99acres for property seekers from all during transit.” socio-economic classes. SHUVANU Sumeet Singh, SVP marketing, corporate communications and alliances, Info Edge that CHAUDHURI Shuvanu Chaudhuri, AVP, OOH division, owns 99acres, says, “OOH is a proven marketing Span Communications, shares, “The brief was tool for local marketing and commissioned to effectively address the right audience during by us whenever required. However, with the transit and counter the visibility of competition current campaign, we launched in multiple cities as well.” simultaneously for the first time. 99acres.com “99acres.com and The multi-dimensional campaign included and its offerings are well known and the OOH very large format billboards and transit mediums medium reinforced this with a simple clutter free its offerings are like Volvo buses and radio cabs across the key creative.” well known and markets to ensure high impact and recall. The campaign has been differentiated by the OOH medium 99acres, the online property business of Info means of strategic planning and creating visual Edge India, offers information, advice, options disruption though roadblocks and other ingenious reinforced it.” with floor plans, property photos, locality videos, innovations. As an enhancement, real 3D metallic SUMEET SINGH price trends and an ask-and-answer forum for keys were hung on strategically placed billboards, property related queries. „ in a way that they would sway gently in the wind. [email protected]

the early years, encouraging older strong digital media presence. We are DA VINCI viewers to keep asking questions and confident that this engagement will inviting families to take their learning definitely help us carve a strategic journeys together. roadmap to increase visibility in the New Horizon According to the press statement, Indian market. We aim to provide this association with The Quint innovative and engaging educational Da Vinci collaborates with Raghav Bahl’s The will enable Da Vinci Learning to content to children, helping them to Quint, to launch an educational television effectively amplify the channel’s think productively, simultaneously presence across the country. It will developing their thinking, reading channel - Da Vinci Learning. News Bureau also help in developing widespread skills and self-confidence through a and integrated relationships with meaningful and fun experience.” erlin based independent leading media platforms and Adds Bahl, “While DaVinci Media media group, Vinci Media has advertisers. This strategic move for brings expertise in programming Bannounced that it has entered developing the channel’s foothold content, this JV helps us to further in a 50:50 joint venture with Raghav in the Indian television and digital expand, drive synergies and diversify Bahl’s The Quint, to launch its media industry just before its launch, our digital content portfolio. educational television channel, Da aims to create awareness about the The Quint will help consumers Vinci Learning in India. content that the channel will offer to in accessing Da Vinci Learning Da Vinci Learning is targeted at its audience. channel’s content through our digital 6-12 year olds and their parents. It The channel targets Ferdinand Habsburg, founder distribution capacity.” aims to turn television watching from and CEO of Da Vinci Media, The proposed venture is subject passive observation into a meaningful 6-12 year olds and comments, “We are delighted to applicable statutory and regulatory experience. Also, the idea is to help to partner with Raghav and The approvals and intimations, if any. „ children develop various skills during their parents. Quint, a brand renowned for its [email protected]

afaqs! Reporter, June 16-30, 2015 27 1(:6(9(17

TAPROOT WINS THE BATTLE OF THE DAVIDS Taproot steals the show at Foxglove Awards night - meant especially to honour agencies which are less than 10 years old - with 13 awards.

ge may earn you a lot of (sub-category: Best Commercial Film) experience and wisdom, but and Night Calling (sub-category: Best Ait certainly cannot win you a Commercial Campaign). Bangalore’s Foxglove Award. The awards show, Nicheminds picked up a silver in meant only for creative agencies regional and a bronze in national for which have existed for 10 years or ‘We live in a Blue Planet’ (sub cat- less, was held on May 28, in Mumbai’s egory: Animation). Happy Creative Hard Rock Café. Services picked up a bronze in cast- It is common knowledge that the ing for ‘The Big Billion Day’, while in big award ceremonies are dominated regional Mumbai’s Tag Vinnatti picked by the bigger agencies. And most of up a bronze for Clean Slate Films these bigger agencies are also the Logo - Animation for the same sub- ones which have been around for category. quite a while. Thus, Foxglove decided Taproot took away three golds to give the Goliaths of advertising a in the Direct Marketing category. miss and, instead, present a chance The agency took the awards for to all the newer agencies to showcase Santosh Padhi and the Taproot team with their awards haul ‘Comedy Nights’ (sub category: Direct their mettle. Outdoor) went to Taproot for The Stationery sub-category. Sharpener Response - Print), ‘Save the Farmers’ With seven categories and more Times of India’s ‘Save the Farmers again won a Bronze in national (Direct Response - TV, Radio and sub-categories, entries could be sent Live’ hoarding. The silver in the same and a silver in regional for Voxpop Infomercial) and ‘Save the Farmers either for national or regional cam- (sub-category: Traditional Billboards) Clothing in the Direct Mail sub-cat- Live Hoarding’ (Best Innovation), paigns. For Regional Awards, local went to Taproot again for Mumbai egory. Sharpener won another gold respectively. The agency also took agencies/offices competed against Mirror’s ‘Hated by Some’ campaign. in regional and a silver in national a silver for Organ Donation in the each other for the top slot or highest Meanwhile, the sole bronze in the for Burma Burma in the Corporate/ Direct Response (print) sub-category. honour within that city. Meanwhile, regional segment went to Hyderabad’s Brand Identity sub-category. A sil- Medulla Communications picked up a National Awards recognised budding First Show Digital for ‘Lot Store ver was picked up by Watercrab for silver for ‘The Fake Patients Project’ in agencies, which have created and Master’ in the Non-Traditional Indoor ARG Group Branding (sub-category: Direct Response Mobile sub-category. curated the best pan-India campaigns. sub-category. Corporate/ Brand Identity) and one In Direct Response Digital sub-cate- In its first year itself, the awards There were three bronze awards by Happy Creative for Autumn Winter gory, TLG India and Resultrix Media saw close to 700 entries. Around in the Brand Activation and Promotion 2014 Catalogue (sub-category: Books/ picked up bronze for Geo-location & 100 agencies from eight cities - category. While Taproot once again Diaries). A bronze each went to First Cross-Device Sequencing and Travel Ahmedabad, Hyderabad, Kolkata, took a bronze in the Best Innovation Show Digital for Bingotruck Identity guru - Search form based ad-inno- Cochin, Delhi, Mumbai, Chennai and sub-category for ‘Save the Farmers Kit and Taproot India for ‘Co-create vation, respectively. Happy Creative Bengaluru - sent in their best works to Live’ hoarding, Happy Creative the Future’ in the Corporate/ Brand Services picked up a bronze for ‘The be judged by the eminent jury. Services picked up a bronze for Lee’s Identity sub-category. Big Billion Day’ (sub-category: Direct With 13 awards, Taproot ruled the 125 years event in the Exhibitions For print, Taproot won a silver Response- TV, Radio and Infomercial). night in the national awards segment. sub-category. In regional, Mumbai’s award in copy writing for Organ The only regional winner, Hyderabad’s The agency walked away with five Victor Tango Entertainment won a Donation and a bronze in Art Direction First Show Digital picked a bronze for golds, five silvers and three bronze bronze for ‘Classmate Spell Bee’ in the for Print Advertising for ‘Hated by ‘One Tap to Heal-A-child’ (sub-catego- awards. Happy Creative Services Integrated Campaign led by Activation Some’. Mumbai’s Madison BMB picked ry: Direct Response Mobile). bagged as many as six national & Promotion sub-category. a bronze in the Illustration sub-cate- Digital, by far, was the most popu- awards (two gold, one silver and three In the Design category, four golds gory for Hypercity movies and music. lar with as many as 19 medals being bronze), while Interactive Avenues were given out at regional levels. Delhi’s Vermillion Communication won given out to regional and national went home with two national awards While Bangalore’s Happy Creative won a bronze for Berkowits Hair and Skin in entries. Two golds went out to national in silver. gold in packaging for Atta Galatta, Best Print ad sub-category. winners - Happy Creative Services for In the Ambient category, the Mumbai’s Sharpener won a gold in There were no golds given in the ‘The Weightless Project’ (sub-catego- two gold awards (sub-categories: regional, and a silver in national, Films category. However, Taproot ry: Best Innovation) and ‘India Wants Best Innovation and Non-traditional for ‘The Cheese Collective’, in the won a silver award each for Boss to Know - Mr. Ponnapa’ (sub-category:

28 afaqs! Reporter, June 16-30, 2015 Brand Film Created for Internet / Video )2;*/29($:$5'6YWX\ / YouTube). Four golds were won by CATEGORY SUB CATEGORY CAMPAIGN TITLE AGENCY BRAND METAL regional winners as well. Interactive Ambient Media Traditional billboards Hated by Some Taproot India Mumbai Mirror Silver Avenues for ‘#PumaSillyPoint’ (sub-cat- Ambient Media Best Innovation Save the Farmers Live Hoarding Taproot India The Times of India Gold egory: Creative Use of Social Media) and Ambient Media Non Traditional Outdoor Save the Farmers Live Hoarding Taproot India The Times of India Gold ‘#TakeBackMondays’ (sub-category: Ambient Media Non Traditional Indoor Lot Store master First Show Digital Lot Mobiles Bronze Web Banner Rich Media) won a silver in Brand Activation Best Innovation Save the Farmers Live Hoarding Taproot India The Times of India Bronze and Promotion the nationals, and a gold in the region- Brand Activation Integrated campaign led by Classmate Spell Bee Victor Tango Victor Tango Bronze in Regional als. Similarly, Social Wavelength’s ‘Blood and Promotion activation & promotion Entertainment Pvt Ltd Connection’ (sub-category: Website/ Brand Activation Exhibition Lee 125 years event Happy Creative Lee Bronze Microsite) and Tonic Media’s first ever and Promotion Services (India) live ‘Musical Chair on Twitter’ (sub- Design Corporate / Brand Identity ARG Group Branding Watercrab ARG Developers Silver Pvt. Ltd. category: Best Innovation) won a gold Design Corporate / Brand Identity Bingotruck Identity kit First Show Digital Bingo Truck Bronze in regional and silver in national. Social Design Corporate / Brand Identity Burma Burma Sharpener Burma Burma Silver in National and gold Wavelength’s ‘The Fundtastic Cup’ (sub- in regional category: Best Innovation category) and Design Corporate / Brand Identity Clean Slate Logo Tag Vinnatti Clean Slate Films Silver in National and gold FoxyMoron’s ‘Cling On To Football’ (sub- in regional category: Online Integrated Campaign) Design Corporate / Brand Identity Co-create the future Taproot India Adfest Bronze picked up a bronze in national and a Design Packaging Atta Galatta Happy Creative (P)Ltd Atta Galatta Gold silver in regional. Design Books / Diaries Autumn Winter 2014 Catalogue Happy Creative (P)Ltd Basics Life Silver Design Stationery The Cheese Collective Sharpener The Cheese Collective Gold in Regional and Silver in National Design Direct Mail Voxpop Clothing Sharpener Voxpop Clothing Bronze in National and silver in Regional Print Illustration HyperCity Movies and Music Madison BMB HyperCITY Retail Bronze Regional (India) Ltd Print Best Print Ad Berkowits, Hair & Skin Vermillion Berkowits Bronze Communication Pvt Ltd Print Copywriting Organ Donation Taproot India The Times of India Silver Print Art Direction for Print Hated by Some Taproot India Mumbai Mirror Bronze Advertising Praful and Amit Akali with Medula Film Best Commercial film Boss Taproot India Airtel Silver Communication’s win Film Best Commercial campaign Night Calling Taproot India Airtel Silver Film Animation Clean Slate Films Logo - Tag Vinnatti Clean Slate Films Bronze Animation Logo - Animation Film Animation We Live in a Blue Planet Nicheminds Wipro ENU Bronze in National and silver in Regional Film Casting The Big Billion Day Happy Creative (P)Ltd Flipkart Bronze Direct Marketing Direct Response (Print) Comedy Nights Taproot India Mumbai Mirror Gold Direct Marketing Direct Response (Print) Organ Donation Taproot India The Times of India Silver Direct Marketing Direct Response Digital Geo-location & Cross-Device TLG India Pvt Ltd Mav Shack Bronze Sequencing Direct Marketing Direct Response Digital Travel guru - Search form based Resultrix Media Travel guru - Form Bronze ad-innovation Pvt Ltd Based extension Direct Marketing Direct Response Mobile One tap to Heal-A-child First Show Digital 1-Nenokkadine Bronze (Movie) Direct Marketing Direct Response Mobile The Fake Patient Project Medulla Living with Diabetes Silver Communications in India Direct Marketing Direct Response (TV, Radio and Save the Farmers Taproot India The Times of India Gold Infomercial) Direct Marketing Direct Response (TV, Radio and The Big Billion Day Happy Creative Pvt Flipkart Bronze Infomercial) Ltd Direct Marketing Best Innovation Save the Farmers Live Hoarding Taproot India The Times of India Gold Digital Creative Use of Social Media House of Hiranandani - Hyper Iksula Services House of Hiranandani Bronze Local Facebook Marketing Digital Creative Use of Social Media #MyMomSuperMom Bang In The Middle Dulux Silver Sharpener shows off with their metals Digital Creative Use of Social Media #PumaSillyPoint Interactive Avenues Puma Silver National and Gold in Pvt. Ltd. Regional Digital L&K | Saatchi & Saatchi’s ‘Half Digital Web Banner Rich Media #TakeBackMondays Interactive Avenues High Sierra Silver National and Gold in Stories - The Journey of Doing Right’ (sub- Pvt. Ltd. Regional category: Brand Film Created for Internet Digital Best Innovation 1st ever live Musical Chair on Tonic Media eBay India Silver in National and Gold Twitter Regional / Video / YouTube), Interactive Avenues’ Digital Best Innovation The Fundtastic Cup Social Wavelength Franklin Templeton Bronze in National and ‘Roobaroo - #MicromaxUniteAnthem’ Investments - India Silver Regional (sub-category: Brand Film Created for Digital Best Innovation The Weightless Project Happy Creative Pvt The Weightless Gold Internet / Video / YouTube) and Tonic Ltd Project Digital Online Integrated Campaign Cling On To Football FoxyMoron Castrol Activ Bronze in National and Media’s eBay India’s ‘9th Birthday Party’ Silver Regional (sub-category: Website/ Microsite) won Digital Brand Film Created for Half Stories - The Journey of Digital L&K | Saatchi Tata Capital Bronze in Regional regional bronze awards. Internet/ Video / YouTube Doing Right & Saatchi The winners were selected by a jury Digital Brand Film Created for India Wants to Know - Mr. Happy Creative Pvt Flipkart Gold Internet/ Video / YouTube Ponnapa Ltd panel, which included Abhijit Avasthi, Digital Brand Film Created for Roobaroo - Interactive Avenues Micromax Bronze in Regional Agnello Dias, Ashish Bhasin, Josy Paul, Internet/ Video / YouTube #MicromaxUniteAnthem Pvt. Ltd. KS Chakravarthy, Kunal Jeswani, KV Digital Website/Microsite Blood Connections Social Wavelength Apollo Hospitals Silver in National and Gold Sridhar, Prasoon Joshi, Sanjay Mehta Regional and Sonal Dabral. „ Digital Website/Microsite eBay India's 9TH Birthday Party. Tonic Media eBay India Bronze in Regional

afaqs! Reporter, June 16-30, 2015 29 30 afaqs! Reporter, June 16-30, 2015 afaqs! Reporter, June 16-30, 2015 31 22+%7/ MYNTRA POCKETMAN JEANS AMES 2015 Perfect Fit Lowe Leads The e-tailer has come up with a digital/BTL campaign for its latest product. By Aakriti Shrivastava the Pack India leads awards tally; wins 31 metals. By Aakriti Shrivastava

owe Lintas + Partners has bagged the agency of the year award in the effectiveness category of Lthe Asian Marketing Effectiveness and Strategy (AMES) awards. The agency has won a total of ten trophies (which is also the maximum to any agency in India), out of which four are silver and six, bronze. All the other awards won by the agency were also in the same category. In the 13th edition of the awards, India has fared well, with 31 wins, which is the highest scored by any country. It was closely followed by China, Australia and New Zealand. For the record, India also had the highest number of shortlists with 63 contenders. However, out of the total 26 golds awarded, India

oadster, Myntra’s in-house casual wear brand, has introduced a new product Rcalled Pocketman Jeans with a unique campaign or ‘human experiment’, as it is being India, with 31 wins, addressed. The campaign uses a ‘Pocketman’ locked in a box, who must survive on the items records the highest scored in his pocket, for two days. The box is placed in a mall in Bangalore. by any country. The activity inside the box, will be streamed live on various social media platforms like YouTube, Facebook and Twitter, along with a managed only two, both of which went to PHD website, dedicated specifically to the campaign. India for its Kan Khajura Tesan campaign with HUL. The digital campaign also involves elements of The agency also won one silver and one bronze. OOH and BTL. The limited edition jeans India failed to score any of the three platinum priced at `3,999 is available in four different awards, while 10 out of 44 silvers and 19 bronze shades. Designed with 13 pockets, suspenders from a total of 70, came home. and zip fasteners, it targets the “young at heart”, Maxus India scored the second highest in the who love stepping outdoor and backpacking. Indian tally, with five total awards. It holds two Designed by Brave New World advertising, bronze in data and analytics category, with two the campaign intends to draw attention to the silvers and one bronze in media strategy. multi-purpose, rough design of the product. Mindshare was next, with four trophies, a silver “We wanted a new, never-been-done-before and three bronze in digital strategy, media strategy experiment, which also showcases the unique and e-commerce categories. Other Indian agencies to features of the jeans,” says Manish Aggarrwal, win were, Rediffusion Y&R (a Silver in effectiveness), VP marketing, Myntra Fashion Everest Y&R (a Silver in E-commerce), BBDO (three Brands. but then the highlight would Bronze in effectiveness), DDB Mudra (a Bronze in Meanwhile, social media has have been the him/her, and not effectiveness), McCann (a bronze in effectiveness) responded well to the campaign, the product or the experiment,” and Soho Square (a bronze in effectiveness). with 5,00,000 views in three days, adds Aggarrwal. The Indian campaigns which seemed popular and continuously increasing hits Roadster, according to with the AMES jury were Tata tea’s ‘Power of 49’, on the Pocketman website. The Aggarrwal, received phenom- with five wins. Whisper’s ‘Touch the pickle’ and Pocketman, Eric Monjoin, has enal response for the limited Havells’ ‘Respect Women’ won three awards each. also gained a substantial female edition jeans in terms of sales. HUL’s Kan Khajura Tesan also received two awards. following. The company may introduce The AMES awards 2015 were held in Singapore. Roadster, which had roped other products in the line. The The jury was presided over by James Thompson, the in Ranveer Singh as its brand Pocketman activity was wrapped MD of Global Reserve Diageo and included Charles ambassador, decided against up on June 5, but promotions Cadell of McCann Worldgroup, C S Park of Cheil celebrity association for this cam- continue on the app and social and Paul Heath of Ogilvy and Partners, among many paign. “We could have very well media. „ others. „ put a celebrity in for 48 hours, Aggarrwal: For young at heart [email protected] [email protected]

32 afaqs! Reporter, June 16-30, 2015 ,17(59,(: ASHISH BHASIN> CHAIRMAN AND CEO, DENTSU AEGIS NETWORK SOUTH ASIA “I’m in a hurry to scale up. By 2017, we’ll be the No.2 agency group”

With additional responsibilities, Bhasin bets on DAN’s one P&L structure to scale of them, trying to see where there are synergies By Sohini Sen we can bring in for our client in terms of being up the business at the group. able to cross-sell and up-sell. That process will get accelerated both on the creative as well as the arlier this week, Dentsu Aegis Network business. The client today wants all the benefits media side. (DAN) named Rohit Ohri CEO, Dentsu of specialisation without the hassle of silos. We’re The Dentsu Aegis network, as a group, is Asia Pacific. As Ohri prepares to relocate hoping to do this through our one P&L (profit and relatively new. Many of our competitors have been to Singapore, Ashish Bhasin, chairman loss) accounts structure. here for 90-100 years, and have therefore had a andE CEO, Dentsu Aegis Network South Asia, lead in terms of time. But in the last two years, we gears up to take over hisis duties in India. Presenting GiGivenven thisthis new rorole,le, wwhathat iiss yyourour NNo.1o.1 ppriorityriority hhaveave shownshown thatthat if youyou are able to do great work a quick interview withh the man who will now be rirightght now? and able to bringbring in allall the specialisations without responsible for all off Dentsu AegisAegis Network’s BByy bringing together the silos, youyou can leapfrog.leap So despite a very late assets in India, includinging creative agency, Taproot two larlargege start, we have now comecom into the top three. and digital agency, Webchutney.ebchutney. Edited Excerpts:Excerpts: bbusinesses,usinesses, I thinkthink I have a clear target iin mind: by the end of 2017, wwee now havehave we will be the distinctdistinct No.2 agency group in the Were you working towards this mandate oror to pputut in a lot markmarket.et. was it a ‘chance mandate’?ndate’? mormoree eeffortffort in We are scaling up every part of our business. Aegis Media was acquiredired bbyy Dentsu Inc. globally.globally. inteintegratinggrating both We have successfullysuccessfully done that in the last few So, in a sense we haveave been in the pprocessrocess of bringing the two partss (media and creative) of the business together, globallybally and in India. I would really encourageencou everyone This is a journey thathat started at the time of the acquisition and in someme respects,respects, as far as India is iinn advertising not to get typecast in one concerned, is now reachingching the next stage.stage. pparticulararticular mmedia. In addition to thee mediamedia agencyagency front, you now haveve to man the yyears.ears. We now have 1,7001, people in seven offices creative agency frontnt as well. and 1515 different businesses.bus And if there are I’ve spent two-thirdsrds of mmyy opopportunitiesportunities where wew can offer more services working life on thehe creative ttoo our clients, we willwi be open to investing into agency side. At Lintasas I started tthosehose areas as well. off with the Unileverver business and went on to headd the Lintas WWhathat is youryour planpla for the creative side of Chennai branch. I haveve been luckluckyy ththee bbusiness?usiness? because very few peopleple get to dodo Our biggestbiggest strengthst is that we have one so many different things.ngs. I have run PP&L.&L. Our competitors,co because they are creative agencies, set up integratedintegrated 1100-year-old00-year-o ‘legacy agencies’, cannot marketing businesses - from rural do it. BecauseB of this, everything to healthcare, from traderade marketingmarketing ccomesomes underu me. to PR. Our mediam head reports to me, Here in Aegis, I have also had oourur creativecre head reports to me. the opportunity to bring in some That’s why we are able to bring digital businesses - some that we lliquidiquid talentta and liquid resources to acquired, others that we grew.grew. I have oourur clients.client The world is changing, been lucky to knoww almost evereveryy and luckilyluckily some of our ‘old world aspect of advertising and marketingmarketing competitors’ haven’th realised it. communications not justjust in India, but in several other countriesountries too. I GGiveniven this new mandate,man what will keep you would really encouragege everyone in awaawakeke at night?night? advertising not to get ttypecastypecast in one I am in a hurry to scalscalee up rapidly. To become the particular media, whetherther media or No.2 and finallfinallyy the No.1N player in the market, we creative or digital. will have to probably doubled the number of people in two-three years’ time.tim But some say it’ss best to specialise in one area...ea... WWillill therethere bebe more restructuring?r Of course you have too specialise. In the Indian context,context I don’t see the need for But when you moveove to a restructuring. WhyWhy shouldsho you fix something that general management role, you ain’t broken?

have to make sure youyou have FOTOCORP However, I see theth need for integrating the enough and more knowledgeowledge bbusinessusiness more in manymany areas. „ about every aspect of the [email protected]

afaqs!afaqs! Reporter,Rep June 16-30, 2015 33 3(23/(

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

entsu Aegis Network has named Rohit Ohri Mudra South & East as inddshare DCEO, Dentsu Asia Pacific (excluding Japan). creative head. Joining MAPAC He will relocate to Singapore. Ashish Bhasin, the agency’s Bengaluru has realigned its chairman and CEO, Dentsu Aegis Network South office, Srivatsav would senior leadership Asia, will take over be partnering Ranji in South Asia. Ohri’s duties in India. Cherian, president, MA Parthasarathy, Cheil India has DDB Mudra South & popularly known as appointed Sanjeev East, as the creative lead Maps, currently chief Jasani as head of digital on the agency’s client client officer, has been and Sonal Narain as roster. named chief product chief strategy officer. ARADHANA BHUSHAN MudraMax- officer - South Asia. In MA PARTHASARATHY Amitava Sinha Media has brought on his new role, he will is joining Genesis board, Gerald Roche as senior vice president. lead a community of communications strategy Advertising as group He specializes in digital strategy and has also and analytics experts across 10 Mindshare CEO. Prior to this, contributed to many brand-building innovations. offices in South Asia. he was chief operating Havas Worldwide has appointed Vikas Parihar Ruchi Mathur has been appointed as leader, officer at Rediffusion SANJEEV JASANI as senior vice president client leadership - Y&R. - digital and Punita North. In her previous Everest Brand Solutions has elevated Samir Lakhani as associate role as principal Chonkar as creative head, Mumbai. Meanwhile, vice president - digital partner on the Pepsico Aradhana Bhushan has been appointed vice strategy. She will lead business, Mathur president, Mumbai. the strategic planning spearheaded a range Leo Burnett function on Microsoft of ground-breaking has elevated Samir as a part of Parihar’s activities. Saket Sinha Gangahar as president digital team. Lokesh has also returned to of North India. Apart Sah also joins Havas as Mindshare as principal from content, digital VP on agency’s largest partner, leading and experiential, he business in India, Rodeos and the East will be responsible for Reckitt Benckiser. He PRITHVIRAJ BANERJEE SAKET SINHA Zone. In his previous driving the growth of joined the agency from role, Sinha was other specializations Lowe Worldwide, Bangkok. championing business including shopper, DigitasLBi has roped in Rediffusion’s Prithviraj in new geographies retail and e-commerce. Banerjee as head, India, while Dentsu’s Ekta for GroupM, creating SAMIR CHONKAR Vishnu Srivatsav Verma has joined Crayons Communication as expansions for the has joined DDB senior creative director. „ network in several new markets. Reliance MARKETING Entertainment has announced the ND Designs managing director. appointment of Amit AIndia, founded Hero MotoCorp AMIT KHANDUJA Khanduja as the new by designer Anita Ltd (HMCL) has chief executive officer Dongre, has roped appointed Pawan (CEO) of Reliance Games, effective June 1. He in Minakshi Achan, Munjal as the new is presently serving as COO of the company, and as chief creative chairman of Hero will take over from Manish Agarwal, outgoing officer. Achan moves MotoCorp. He takes CEO. Prior to joining Reliance Group, he held in from Salt Brand over the position from executive positions at Sun Microsystems and Solutions, the brand Dr. Brijmohan Lall. Hewlett Packard. communications United Spirits Vidhu Sagar, former executive vice president agency she MINAKSHI ACHAN TOM VON BONSDORFF names Abanti of Carat Media has joined Blue Hive India. co-founded in 2011. Sankaranarayanan Sagar joins the WPP company as managing Ashok Lalla, business head for partner, a position previously held by Rajiv Infosys’ global digital marketing head, has put luxury and corporate relations, India. „ Rakshit. „ in his papers at the company. Starting June, Lalla will assume the role of digital advisor to brands and agencies. DIGITAL Nupur Sharma has decided to quit Cisco napdeal has announced the environment. Systems as head Sappointment of Dharmendra Taxi hailing service, Uber has marketing - brand Panwar as vice president – internal appointed Amit Jain as president, strategy, advertising controls and risk assurance to further India operations. In this role, Jain and digital. She will strengthen internal controls and will be running all business strategy, join Symantec. process excellence across verticals. In operations, and growth in a market Volvo Auto India his role at Snapdeal, he will evaluate of global strategic importance for has announced the existing operational processes Uber. Prior to joining Uber, Jain appointment of Tom to identify risks and recommend was president of Rent.com, a leading von Bonsdorff as ABANTI SANKARANARAYANAN solutions for improving the control DHARMENDRA PANWAR technology company in the US. „

34 afaqs! Reporter, June 16-30, 2015