October 1-15, 2019 Volume 8, Issue 7 `100

INTERVIEW SAMEER NAIR APPLAUSE ENTERTAINMENT 14 SAMEER NAIR THE STORYTELLER An interview with a television veteran, who now inhabits a content world. 19 12 PLUS OLX Serving the Customers 8

MOST-VIEWED ADS Best Creatives 20

MOVEMENTS/APPOINTMENTS FBB TV MUMBAI MIRROR 18 DSP MUTUAL FUND Who’s Where 22 A Perfect Love Story Bombay to Mumbai Dancing Uncle’s Back fbb TV has just launched a ‘Mumbai Mirrored’ is a In a new ad, one can see him web series on Instagram. video series of reflection. shaking a leg again. We are No. 1 • State wise in Tamil Nadu, Andhra Pradesh, Telangana & Kerala • Amongst all Hindi & English radio stations in Bengaluru • In Rest of Karnataka region

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This fortnight... Volume 8, Issue 7 The future of content is, increasingly, a war for your attention, your time, your EDITOR Sreekant Khandekar “ money, in that order...” PUBLISHER

October 1-15, 2019 Volume 8, Issue 7 `100 That’s a line from a 2017 TEDx talk by Sameer Nair, CEO of Applause Sreekant Khandekar Entertainment, a content and IP creation studio. EXECUTIVE EDITOR Nair started out wanting to become an astronaut, ended up studying hotel Ashwini Gangal management, and somehow landed up in the Indian media and entertainment space, PRODUCTION EXECUTIVE Andrias Kisku where he spent over three decades and created one of the deepest dents on the business,

INTERVIEW ADVERTISING ENQUIRIES SAMEER NAIR especially during his time at Star. Credited with making saas-bahu soaps a staple for APPLAUSE Shubham Garg ENTERTAINMENT viewers of Indian television and for bringing Kaun Banega Crorepati into our lives 81301 66777 (M) 14 Noida SAMEER NAIR and vocabulary, Nair is now preoccupied with creating “premium drama” content for the modern day consumer. Premium cinematic television, as he calls it, is a genre Apoorv Kulshrestha THE STORYTELLER 9873824700 (M) An interview with a television veteran, who now inhabits an OTT world. of content that India, unlike the West, has skipped. That’s the gap he is looking to Noida 19 12 PLUS OLX Nikhil Jhunjhunwala Serving the Customers 8 fill, online. MOST-VIEWED ADS Best Creatives 20 9833371393 (M) MOVEMENTS/APPOINTMENTS While Arianna Huffington routinely implores us, through her speeches and books, Mumbai FBB TV MUMBAI MIRROR 18 DSP MUTUAL FUND Who’s Where 22 A Perfect Love Story Bombay to Mumbai Dancing Uncle’s Back fbb TV has just launched a ‘Mumbai Mirrored’ is a In a new ad, one can see him web series on Instagram. video series of reflection. shaking a leg again. to sleep adequately and on time, Nair concedes that the content business is rivalled by Vijayalaxmi Yadav not competing studios or platforms but “everything else”, like going to the theatre for 9930547767 (M) Mumbai a movie or to a restaurant for dinner, and... sleeping. One of the existential questions [email protected] we face today is: Should I watch the next episode or go to bed? I recall author Chetan MARKETING OFFICE Bhagat saying something similar, years back, in the context of books and how they B 3, Ground Floor, Sector 4, compete with anything that makes demands on a potential reader’s precious leisure Noida-201301 Uttar Pradesh.

time and finite attention. MUMBAI For this interview, Nair welcomed our reporter into his spacious Pali Hill home at 302, Makani Center, 3rd Floor, Off Linking Road, Bandra (W), Bandra, Mumbai. Though he refused to wear a suit for the shoot - “I’ve never been a Mumbai-400050. suit person, you know...” - he, with a lot of help from the missus, indulged the whims of our photographers, with a smile. SUBSCRIPTION ENQUIRIES [email protected] Pause the show you’re binge-ing, sit back and enjoy this detailed interview. Owned by Banyan Netfaqs Pvt Ltd and Printed and Published by Sreekant Khandekar, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110063.

Printed at Artz and Printz 208 DSIDC Sheds, Okhla Industrial Area, Phase 1, New Delhi-110020. Ashwini Gangal [email protected] Cover Photograph Yashpal Bhagat Singh CONTENTS 13 ZOMATO Sound On The food delivery startup seems to be readying for the ‘voice’ future, by unveiling its MOGO. 11 HARI NALLAN 17 10 19 5 Creative Traps and How to Avoid Them A lot of times, our frustration is the result of the traps we inadvertently get into, says AMAZON MARUTI SUZUKI GOOGLE Hari Nallan, founder and Selling a Sale Be Limitless A Good Insight CEO of Think Design, which Amazon goes all guns blazing The latest ad is all about Great ads have to catch our is part of the Havas Group. for the festive season. celebrating the human spirit. attention, says Kim Larson.

afaqs! Reporter, October 1-15, 2 0 1 9 5

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OLX Serving the Customers Here’s what Sapna Arora, CMO at OLX, is up to. By Aishwarya Ramesh

n a career spanning a little over two decades, Sapna Arora has Iworked with notable brands such as Procter & Gamble, Reckitt Benckiser and Nestle. She began her career with P&G in 1998 as an assistant brand manager before moving on to Reckitt Benckiser in 2001. In 2003, she joined the Toronto office of Nestle as the category manager. After a three-year stint at Nestle, she worked as the director “I need to keep my of Matrix Atlantic Capital for almost ears to the ground eight years. In 2016, she had a brief six-month stint as VP of the Bennett and understand Coleman Group, before rejoining Matrix Atlantic Capital. She what the consumer worked with Matrix Atlantic wants as well as for three years before joining OLX as CMO this March. what’s happening Talking about the online in the economy.” classifieds segment and the marketing challenges that SAPNA ARORA plague it, Arora said over phone, “There’s a certain stigma around pre-owned goods and the attempt is to that one shouldn’t consider anything normalise this concept.” as absolute or static — especially Recently, OLX released an ad customer loyalty. “If I have an active campaign that focused on doing user base on OLX, I cannot be just that. All three ads in the pretentious and assume that they’ll campaign titled ‘OLX Dekha always be my consumers. A customer’s Hai’ have a casual tone and needs or the environment he operates attempt to show consumers that the transactions involved in selling their phone, not because it’s stopped in could change. Our generation has the products they desire are not out a car. The auto sector contributes working, but because they want the seen companies that were highly of their reach. to about 40 per cent of our total latest model — that’s the prevalent valued five years ago. Now those Prior to this campaign, OLX revenue. Other than mobiles, cars category behaviour. We see younger companies are nowhere to be seen. released another one to mark its and auto is a strong focus area for us.” people being able to upgrade their The value proposition that those foray into offline stores — OLX Arora mentioned that 60 per phones through OLX without companies were offering has been CashMyCar. “We realised that our cent of users who list their cars on spending a huge amount of money.” completely wiped away. The thing customers needed another touch sale belong to Tier I cities and the Arora said that OLX can help bring about any product service company is point. Through offline outlets, we’re that it needs to continuously evolve. helping (take) the online customers I need to keep my ears to the ground journey with us a little further. It’s Smartphones and mobile phones are a favourite and understand what the consumer an extension of the classifieds for among the youth, whereas older audiences veer wants as well as what’s happening in us and helps facilitate the consumer general in the economy.” journey. The CashMyCar option towards the furniture category. is for consumers who are looking ARORA’S TOP 3 LEARNINGS for convenience and help. It’s an AS A MARKETER additional layer to our existing remaining 40 per cent belong to Tier products into your consideration 1. Be true to the consumer — don’t consumer offering,” said Arora. II and III cities. She also noted that that you normally might ignore think you know it all. So, will this feature compete with about 62 per cent of the 20,000 cars because you thought you couldn’t 2. Be open to learning and offline used car dealers or with listed on OLX everyday find buyers. afford it. On the other hand, if there’s understanding where things are going other online classifieds players, such She believes that millennials will be something that you no longer require, — this is very important in today’s as Quikr, click.in and so on? Arora the growth drivers in the coming years then you can sell it on OLX as well. day and age. replied, “I’d like to think of this and are a core area of focus as well as Among categories, smartphones and 3. You should always be happy as category expansion. A lot of car strength. She made a reference to the mobile phones are a favourite among doing what you’re doing. The longer sales happen in the offline world latest campaign to make her point. younger audiences, whereas slightly you stay in a career, the more jaded and we’re trying to expand that. Our The tone of these ads is intentionally older audiences veer towards the you become. This is something you platform facilitates organised players casual, and the language is colloquial. furniture category. should protect yourself against. n to come in and help customers with “We’ve noticed that people upgrade As a marketer, Arora pointed out [email protected]

8 afaqs! Reporter, October 1-15, 2 0 1 9 #DIGIES2019

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For sponsorship: Samarjit Singh: +91-9811436040 For everything else: Isha Dara: +91-7290934342 Surabhi Pandey: +91-9582004453 | Priyanshi Badoni: +91-7290934958 ADVERTISING MARUTI SUZUKI Celebrating the Human Spirit Find out what ‘Be Limitless’ is all about. By Ananya Pathak

or as long as one can remember, Maruti Suzuki Fhas been wooing customers with the functional benefits that the brand offers. The brand made it a point to communicate on the same lines... be it ‘Kitna deti hai’ or ‘Petrol khatam nahin hunda’. But this is an era when most brands are trying to weave in purpose into the fabric of their business. In such times, the automobile manufacturer’s cause- heavy offering — #BeLimitless — naturally comes as no surprise. The three-part video series for Impact, tells us that the brief for trap of claiming a ‘purpose’ too lofty. Maruti Suzuki Swift, each 180 the campaign was to take the ‘Be Purpose that is not built on brand seconds long, feature Olympic boxer Limitless’ philosophy beyond just values or product truths is simply Mary Kom, para-athlete Bhupender the car. “We wanted to create content fluff. And a waste of advertising Sharma and corporate banker Vikas that would resonate with our target money. “#Limitless or #BeLimitless Dimri, who scaled Mt Everest. group more meaningfully. The ask is not connected to Maruti Suzuki or Speaking about the campaign, was to build a higher brand repute by Swift. Neither has the brand done Shashank Srivastava, executive associating it with performance, but anything that can be seen as aspiring director, sales and marketing, in an emotional way.” to be limitless nor has Swift stretched Maruti Suzuki India, shares that She further tells us that these limits. If this ‘purpose’ had been #BeLimitlesss honours those who three stories were selected because backed by real action, like a Swift are in the pursuit of new challenges the brand felt they strongly connect that could do 100 km per litre, then and bettering themselves. “To with a consumer’s ‘nothing-is- it would have be real and believable.” increase brand salience and resonance impossible’ attitude. “The limitless “We are targeting “For the public, the ‘purpose’ of with respect to performance, it is spirit celebrates individuals who Maruti Suzuki has been to always important to engage with the target keep challenging themselves. Mary someone who deliver better value. It had been group in a meaningful manner Kom is someone who symbolises is active, social, brought alive by the ‘Petrol khatam and drive conversations with them this attitude, and has gone beyond all nahin hunda’ campaign. Then later around performance. The celebrities conventional limits to make a name tech-savvy, and on by the ‘Kitna deti hai?’ campaign. challenges the #BeLimitless, backed without a real The three-part video series, each 180 seconds product offering, is likely to be the status quo.” proverbial ship passing at night. Till long, feature Olympic boxer Mary Kom, para- SHASHANK then, if #BeLimitless is used, people will ascribe it to a brand such as athlete Bhupender Sharma and corporate SRIVASTAVA The North Face or even Tesla. The stories of Mary Kom, Vikas Dimri banker Vikas Dimri, who scaled Mt Everest. and Bhupendra Sharma are inspiring The campaign, however, isn’t the and visually delightful, but it does are in pursuit of new challenges for herself. And at age 36, she is not first time the brand — a subsidiary nothing for the brand,” Theeng adds. to better themselves. They are as slowing down. But along with her of Japanese car and motorcycle Satbir Singh, founder and chief dynamic as brand Maruti Suzuki story, we also wanted to bring the manufacturer Suzuki Motor creative officer, Thinkstr, says, “It’s and fit perfectly with the relentless stories of ordinary men and women Corporation — has taken up a cause- good to see these inspiring stories pursuit of high performance which who never accept things as they are, driven initiative. Inspired by the brought alive. While Mary Kom is the Swift stands for.” and keep pushing past all limits to thought, ‘If we know it’s wrong, a household name, the others are Maruti Suzuki’s digital campaign, realise their dreams.” why do we still do it?’, it released a everyday heroes that most of us crafted by Dentsu Impact, a creative Under the ‘Be Limitless’ umbrella, series of eight videos three years ago haven’t heard about. Purpose-based agency under the Dentsu Aegis during the Indian Super League, the to tackle commonly flouted traffic marketing should see seamless brand Network, targets an audience that brand ensured that hardcore football rules in the country as a part of its integration. One shouldn’t have to possesses a young, trendy and fans got a chance to watch the ISL #SafeRoadsWithMaruti initiative. think hard about the brand’s role, at dynamic mindset. “We are targeting Final live between Bengaluru FC least in the communication. I feel in someone who is active, social, tech- and FC Goa without actually being EXPERTS SPEAK this case, it comes across as a bit of a savvy, but most importantly, is in the present at the Mumbai stadium. The Navin Theeng, executive creative title sponsor. It does, however, feel relentless pursuit of challenging the brand livestreamed selected ISL fans director, Havas Gurgaon, says right for the mother brand Maruti, status quo,” Srivastava specifies. on the perimeter board in real-time that just like potential Miss World as the country’s largest automaker, to Anupama Ramaswamy, and the fans enjoyed the match from contestants wanting to bring about have told these stories.” n national creative director, Dentsu the comfort of their homes. world peace, many brands fall in the [email protected]

10 afaqs! Reporter, October 1-15, 2 0 1 9 BYINVITATION

HARI NALLAN 5 Creative Traps and How to Avoid Them A lot of times, our frustration is the result of the traps we inadvertently get into.

he world of creativity is are you getting into detail so much do is, burn midnight oil solving the are going to be really good in this tremendously satisfying and so that you’ve lost focus on the same problem insanely well, but you game. In order to do the same, you Tyet, quite frustrating at times. actual problem you are solving? Well, haven’t realised that it is redundant need smaller groups within your A lot of times, our frustration is the sometimes it’s important to see things in the current context. organisation that are nimble and can result of the traps we inadvertently from the perspective of the people To avoid this, visualise what experiment the way a start-up would. get into. Having spent 17 years in you are serving: Are they sensitive to happens when you actually make the field of design in various roles the details you are sweating on or are that incremental improvement and THE EXPEDIENCY TRAP that allowed me to interface with they looking for something else? understand if the world is excited So, your boss asked you to share several personas, here’s the list of my Have you heard of the concept of about it. If you are poor at visualising, a plan or an idea as of yesterday and 5 favourites: ‘Quick and Dirty’? To avoid getting prototyping your idea can come in you’re trying hard to impress him. into the overthinking trap, the handy to test waters. More often than not, you are going THE NOVELTY TRAP ‘Quick and Dirty’ approach comes in to fail because you have just sent So, you’re in the game of creating handy. Through this, you kickstart THE “I KNOW MY MARKET” something across without weighing something new. Great! But are you something in the direction of your TRAP it yourself. Let’s say he is impressed always trying to do something new vision, but detail it just enough for Most times, those who disrupted at the first go, you’re still going to and in that attempt, losing sight of others to take them further… details, established players are the ones who revisit it many times because each of where you are actually headed? If leave it to the people, please! didn’t know the market as well as you are answerable to someone who yes, you may be headed towards the established ones did. If you are is going to ask questions for which the novelty trap. Creators very often THE INCREMENTALITY selling well, making an impact and you haven’t thought of any answers get into this without keeping a tab TRAP have matured in your game, you’re yet. on the actual problems they are This is in the opposite direction sure to fall in this trap without To avoid this trap, you will solving. This calls for a lot of time, of #1 and excites people who like to even realising it. You may have all generate scenarios and alternatives, investment and powerful decisions improve things. To state the truth, the answers to tricky questions as and more importantly, spend followed by frustrations and threat everything in this world can be your understanding of ‘why’ is deep ‘much needed time’ that justifies of failure. improved, but that’s not the point. rooted. your million-dollar investment. So, To avoid this trap, inculcate the At some point (inflection point), To avoid this trap, start answering ask for more time... and don’t over habit of discipline, plan what you which needs great vision to foresee, ‘why not’. Experimentation is the commit. Remember, it is important are going to accomplish, time your you need some breakthrough and new game you are going to play to impress those people who are goals and run retrospect regularly to improving things will suck you into and since most of those new players going to buy that idea than the one assess if you are headed in the right the ‘incrementality trap’. So, all you have nothing much to lose, they sitting immediately above you. n direction. Hari Nallan is the founder and CEO THE OVERTHINKING TRAP Sometimes it’s important to see things from the of Think Design, which is part of the So, you believe, ‘God lies in the perspective of the people you are serving. Havas Group. details’. Great! I believe it, too. But [email protected]

2400/- 2016/-(inclusive taxes). 4800/- 3495/-(inclusive taxes).

afaqs! Reporter, October 1-15, 2 0 1 9 11 ADVERTISING DSP MUTUAL FUND ‘Dancing Uncle’ is Back In an ad for DSP Mutual Fund, one can see him shaking a leg again. By Aishwarya Ramesh

hen Sanjeev Shrivastava easy for brands to create viral content stepped onto the stage to with the right mix of media, PR and Wshake a leg at a wedding, influencers, but at the end of the day, little did he know that he was taking getting people to share this social one giant step towards becoming content is difficult,” she adds. famous. Popularly known as the Varun Duggirala, co-founder and ‘Dancing Uncle’, his moves left a creative content head, The Glitch, a lasting impact on audiences and digital agency, agreed with Agarwal, advertisers alike. Though his five saying that while it’s been some seconds of fame were back in 2018, time since Shrivastava’s initial video Daboo uncle (as the new ad fondly went viral, he has been seen across refers to him as) has resurfaced. television and other traditional In an ad for DSP Mutual Fund, media and could still be recognised. one can see Daboo uncle shaking “It’s an interesting case of leveraging a leg again, but this time, one gets to zoom in and take a closer look to blend a relatable YouTube at his life. One meets his family, personality – Dancing Uncle with his friends, and brother, who are a relevant investing proposition – all worried that he is acting out of DAAFs. The bizarre mockumentary character. Eventually, the audience format allowed us to play with comes to see that Daboo uncle starts characters and an ‘is-it-really- dancing again when he figures out true’ underdog story, with Bhopal his finances with the help of DSP providing the right backdrop for Mutual Fund’s offering, DAAF. the film to really come to life. Aditi Kothari Desai, director and Of course, there are many more head – sales and marketing, DSP campaign elements that will all Mutual Fund, said, “Dynamic Asset come together to present DAAFs Allocation Funds are a good way for in a really offbeat manner.” young investors to start investing for DSP is not the first advertiser the long term and can be an equally strong addition to portfolios of experienced investors. While they invest in both equity & debt, they also dynamically his popularity across all mediums, especially traditional. So while his virality was a while back, he still The ad sees Daboo has enough recall value to generate uncle dancing again interest in consumers. And it’s great timing because if it had been six or when he figures out so months more, it might not have his finances with the as much impact as it is now,” he said over e-mail. help of DSP Mutual “While we talk about riding the waves of consumer behaviour, a viral Fund’s offering, moment is the start of one such wave DAAF. and leads to a cycle of everyone trying to use Daboo uncle to drive a is drive awareness and relatability to get onto the bandwagon until that point home. Google India recently because he is easily recognisable with cycle dies out before the next viral uploaded a video of him dancing, people. In this case, it was a real video sensation arises. This process has change the allocation between the and used it to highlight its ‘search’ that went viral. It wasn’t something lasted over the ages, it just finds two, to help people take advantage feature, which (in this case) can help engineered by influencers,” she new mediums and methods to be of changing market conditions. you find the right dance classes. The pointed out, adding that he started reignited, but the essence is the same. Our educational campaign, over ads were part of a series by Google his YouTube channel only after he I’d say anything we create is content. the next few weeks, aims to talk to called #AlittleHelpFrom. went viral and was virtually unheard It doesn’t have to be defined into a viewers about DAAFs in a really fun, of, until then. Agarwal believes this bucket/box, so keeping that in mind, youthful, unusual and modern way EXPERTS SPEAK will have a good impact as consumer any creative asset that consumers and we hope that our efforts would Shradha Agarwal, COO of Grapes segments are highly fragmented engage with is good content, which move the needle positively for this Digital, a digital-first agency, said it’s and Daboo uncle is universally will hold on to attention spans even product category.” possible that the company picked recognised in that sense. if it’s long. That’s the beauty of Abhik Sanyal, head - consumer Daboo uncle because of the specific “Virality is not that easy to digital media. If leveraged right, it marketing, DSP Mutual Fund, TG it’s targeting — viewers above achieve, but social media tends to has no set template,” he signed off. n said, “Our DAAF video attempts 40. “The first thing they want to do have a cascade effect. Nowadays, it is [email protected]

12 afaqs! Reporter, October 1-15, 2 0 1 9 MARKETING ZOMATO Sound On Is the brand readying for the ‘voice’ future? By Abid Hussain Barlaskar

oodtech platform Zomato was in the news recently for its Fnew OTT service — Zomato Originals. Just as the buzz was dwindling, the brand made another major announcement, it unveiled its musical logo or a MOGO, a term popularised by the sonic branding agency BrandMusiq. afaqs! Reporter spoke to Gaurav Verma, CMO, Branding, Zomato, about the initiative. Verma joined Zomato recently, after spending almost a decade at Pepsico. Prior to this, he had stints at TATA Tea, Lenovo and ITC. “We want ideas, we were ready with Zomato’s begin composing the MOGO and the Zomato audio signature to be signature track,” Verma discloses. the MOGO scape (extended play).” something that consumers instantly Rajeev Raja, founder and recognise, just like they would our soundsmith, BrandMusiq, says, “The EXPERTS SPEAK logo and visual design.” challenge was to create something Sharing his views on the initiative, The sonic identity will be used that resonated with Zomato’s values communications consultant Karthik across brand touch points, including and personality as brand. It’s not Srinivasan says, “The success of the advertising, in app and as notifications like composing music and is rather a MOGO depends entirely on how to partners — restaurants and riders. branding process.” it is used. It also depends on the The MOGO is already a part of Raja says that the process of number of touch points, which, for Zomato’s OTT videos. “Along making a MOGO takes at least six Zomato, is really high. Everything with our latest app update, Zomato Originals was the perfect launchpad for Zomato’s audio signature,” The sonic identity will be used across brand Verma says. Zomato Originals comes touch points, including advertising, in at a time when many non-video “We want to content brands like Flipkart, ixigo establish a distinct in app and as notifications to partners — and fbb are launching video content restaurants and riders. series. sound for Zomato, “We realised that a number of important transactions are occurring something that weeks. But he reveals that creating right from registering, searching for behind the screen, such as order resonates with the a MOGO for Zomato was really food, adding reviews, ordering food, acceptance, delivery valet reaching quick and almost all of the work booking a table, etc., is a touch point. his destination; this allows for overall Zomato came through in four weeks. “The Also, they have used it as the opening consumers to get updates without major decisions like approvals, etc., audio for the Zomato Originals having to lift a finger. We believe this experience... the happened over only four weeks. The almost like Coke Studio.” will make the consumer experience future is going to Zomato team was really clear of what “A recognisable sonic identity is even better. For example, when the their brand stood for and that was testimony of a successful brand. Sonic delivery valet has arrived, the distinct be sonic.” half the problem solved. That’s the identity has existed for ages. And sound would notify you to be ready GAURAV VERMA advantage of working with very fast some real memorable ones include at the doorstep to collect the order decision-making and clear feedback. the Intel chimes and McDonald’s without looking at your phone. Working with Deepinder Goyal I’m lovin’ it.” Nitin Naresh, MD, We have to ensure that there is a over time, build familiarity around (Zomato’s founder) was an amazing Magnon\TBWA, applauds the move. balance to not be intrusive and we it before voice traffic explodes. We experience. It was a streamlined and “It does take courage to introduce a continuously work with consumers believe that the future is increasingly surprisingly easy journey.” sonic identity so, ‘Well done, Team to get that right,” says Verma. going to be sonic.” He says that before getting into Zomato’. In tune with the ethos of the He reveals that with the MOGO, “Dipak Marwah and Rajeev music and composition, there is a business (fast delivery), I would have the brand is also readying for the Raja (from BrandMusiq) blended complete brand discussion. “First, preferred a peppier tune, personally ‘voice’ future. “We want to establish the craftsmanship of savant-esque we put on the hat of a brand strategist speaking. I am eager to see how a distinct sound for Zomato, musicians with the wisdom of grey- and dived deep into understanding Zomato makes it an unmistakable something that resonates with the haired admen. After a month of literal the brand, its culture, the evolution, part of their brand identity.” n overall Zomato experience, and fine-tuning and back and forth of the founders, the team. Then, we [email protected]

afaqs! Reporter, October 1-15, 2 0 1 9 13 SAMEER NAIR The Storyteller An interview with a n 2005, Aditya Birla MX Player and Tamil show ‘Iru and the reward. Group’s film studio Applause Dhuruvam’ on SonyLIV. Within a Before joining Applause, Nair Entertainment co-produced span of two years, the studio has already was group CEO at Balaji Telefilms; television veteran, Amitabh Bachchan and Rani managed to market around 10 shows it was during his tenure that the Mukherjee starrer ‘Black’, a which are at various stages of post- group launched its VOD platform who now inhabits IHindi feature film. While it did well, production, and has several more in the ALTBalaji. the Birlas decided to move away from pipeline. Nair started his broadcast journey a content world. By the production business. In 2017, the This business of making shows, with Star India in 1994 as its first group hired Sameer Nair and revived for the small screen, and then selling programming head and is credited with Anirban Roy Choudhury the studio. Since then, Applause them to video-on-demand (VOD) shaping Indian television. At Star Entertainment has played its part platforms is relatively new in India. India, where he went on to become in growing the Indian digital video Historically, television broadcasters the CEO, he was closely involved ecosystem. like Star, Zee, Sony, commissioned with fortune-turning shows like ‘Kaun Nair, CEO, Applause shows to production houses like Balaji Banega Crorepati’ and the ‘K’ series Entertainment, joined the studio with Telefilms, Swastik, etc. – the risk was - ‘Kahani Ghar Ghar Ki’, ‘Kyunki the ambition of creating premium undertaken by the broadcaster and, Saans Bhi Kabhi Bahu Thi’, ‘Kasauti dramas for Netflix, Amazon Prime, in return, the broadcaster owned the Zindagi Kay’. Hotstar and the like. So far, as many intellectual property forever. That’s how In 2006, he joined Prannoy as four shows are streaming Hotstar, the ecosystem was designed. However, Roy’s NDTV to lead the then new one Amazon Prime Video ‘Mind studios like Applause create shows general entertainment business; he The Malhotras’, ‘Hello Mini’ on themselves – and with it, comes the risk was the CEO of NDTV Imagine, a

14 afaqs! Reporter, October 1-15, 2 0 1 9 COVERSTORY

show is made. For second seasons “In the early ’90s, when the television of shows, we collaborate with the business was being built, we were creating creator and the platform. Does your revenue depend on content but at the same time, we were the viewership of the show? Unfortunately, no. But that’s also laying cables for distribution. In the fair... because platforms have a business to run. They have OTT world, distribution is already in large overhead costs and operating expenses. So, if place – in fact, content is playing we are creating a show and licensing it to a platform, catch up to distribution.” exclusively, for a certain period of time, there is a premium on that and then they monetise it. When they monetise, it becomes a basket of programming for a basket of revenue. A consumer who buys a monthly subscription never buys a show; he/she buys the service. Some shows do well, some don’t.

You have adapted a few channel that never really found its stride. chatter, the feedback we get from licensed/sold. There are around nine international hits like ‘Hostages’, Of late, Nair has pivoted towards platforms, and the real litmus test more shows, at various stages of post- ‘The Office’ – was it just a ‘launch making movies, documentaries and short- – the opportunity to make a second production. strategy’? What about originals? form fiction. season. Many big TV shows are adaptations Edited excerpts: Do you see trends in the Indian – ‘KBC’ is an adaptation, ‘Bigg Boss’ What drove you to the content digital ecosystem following those is a remake. The Americans do it all When you joined Star TV, private business – art or commerce? in the Western market? the time; the famous ‘Homeland’ is television was in its early stages, I’ve always been a storyteller, be it in The West evolved differently, an adaptation of an Israeli show, ‘The just like digital is today – do you advertising, television or in the studio not just on the tech front... even Office’ is an adaptation of a British see similarities? business. There’s the creative part of it content. In the West, there was a lot show. I don’t think there is any other Yes, now there is a whole range and then there is commerce. It is not of premium drama on television. We, country where they get caught up of OTT platforms coming up, just art for art’s sake or art for commerce’s in India, missed that moment. The in this who ‘Oh but why can’t you like how satellite television was in sake; it’s actually art for applause, West always had their studios and do originals’ thing. I think it’s a very the early 1990s and 2000s. There is appreciation and acclaim. Eventually, production companies, and they have facile argument. Adapting something a lot of interest in the market, lot of the result is some sort of commercial always created this kind of content. is extremely difficult... if you do it new players are getting in, there’s benefit for all stakeholders. There are There, the audience simply moved badly, or if you do not make your competition, the market is growing, producers investing in the shows, so from consuming it on linear television own, enough to resonate with your the audience is growing, there are it is important to not lose money. It to digital. For them, a Netflix is not audience, it is not going to succeed. many ideas... in entertainment, is called showbiz or show business, an invention of content as much it is Also, it is better to legitimately business models succeed and fail after all. an invention of distribution. adopt than rip off, which so much primarily basis audience appreciation. Also, I am drawn to entrepreneurial India never had that kind of of my community does all the time In the early ’90s, when the ideas, building teams from scratch, premium cinematic television, in any case. The American ‘Office’ is television business was being built; and then creating the business brick because we got into daily soaps my favourite show and we are very we were creating content, but at the by brick, I like doing it. (editor’s note: TV shows in India proud that we could make the Indian same time, we were also laying cables work on a ‘bulk’ basis and hence, version. When we made KBC (Star, for distribution. In the OTT world, Has our industry warmed up to while the quantity of content is huge, 2000), we never messed around with distribution is already in place – of a the concept of studios supplying the quality is not good enough for it. I started the show 19-20 years ago billion homes, 400 million have got content to platforms? OTT). That is the need gap we’ve and just a couple of days back, I saw access to high speed internet, screens The model is new for the market. spotted. No one can come here and a lady win a crore. It is still the same already exist. In fact, content is playing It’s exciting. It’s like a hybrid movie buy a big library for this gap... it show. catch up to distribution. model. Historically, studios have doesn’t exist. This does not mean adaptations YouTube has 300 million monthly been making films that have been are an easier sell. Finally, you still active users, so the audience is already financed in different ways - pre-sell, Tell us about the process of have to tell a great story, you still there. In the television business, there studio finance, raising money to make commissioning; do you speak have to cast it, and then adapt it so the was no audience back then. films and then selling different rights. with the platforms before making whole process has to be repeated. It’s a globally established model that a show? What about the big differences? we’ve brought to the drama series There is risk involved in what Right. Speaking of ‘The Office’, Unlike TV, digital platforms business. In a sense, we look at drama we do. So far, we have been did you discuss it with Hotstar don’t share ratings - how do you series as cinematic television. commissioning shows on our own. before you commissioned the know how your shows have fared? We, at Applause, have produced 15 We collaborate with content creators BBC to make the Indian version? There are three ways: social shows so far, of which 10 have been and talk to the platforms after the No, we did not discuss ‘The

afaqs! Reporter, October 1-15, 2 0 1 9 15 COVERSTORY

Office’ with Hotstar before it was made. It was a show that had to be “In this content business, made and we did it. And we can do in the future too. everything is competition. There is a huge, hungry audience of about 500 million, as per our last The biggest competition for count, and it is growing. Obviously television has fatigued... it is not dying, OTT platforms is something but is slowing down. This whole thing about binge viewing, new stories and like TikTok. It’s about new genres is catching up. It is a lot more individualistic, on-demand fighting for peoples’ time; viewing. We will see all sorts of stories being thrown at this audience, both adaptations and originals. the more time they spend

What are your plans for regional on social media, the less content - do you see takers for premium dramas here? time they have to consume We have done three Tamil shows, we are doing one Gujarati a series.” show and one Kannada-Dakhinish (Indo-Aryan language spoken in South India) show. If you are trying competition for OTT platforms is to build a big, robust subscription something like TikTok. It’s about or advertising-supported market, fighting for peoples’ time; the more you need to expand. That is how time they spend on social media, the TV expanded as well... there were less time they have to consume a Hindi channels and just one Sun series. But competition is welcome; TV... now, everyone has expanded it raises the bar, makes you feel alive. everywhere. While we keep talking about digital Our immediate expansion plans being young and nascent, the fact include expanding the scope of what is that a lot of the players in the we define as storytelling. Currently, business are old and established, say, we have been completely focussed on broadcasters, international players, drama series, but we are also looking or even e-commerce, technology to build a movie business. We are What are your views on AVOD interesting to see the domino effect companies and telcos. So, while it’s planning to work on a whole range of and do you see more of your this has on advertising. a growing market, it’s also a mature middle to high budget movies – that’s content out there? one. Everyone is trying to figure out our focus point. We have just done a show which Excel Entertainment creates how best to monetise. I don’t think We are working on a few is going to come on MX Player, drama series for OTT platforms, money is a problem as a lot of the international collaborations, which an AVOD platform. We produced Shah Rukh Khan’s Red Chillies players involved in this are deep- means, we are working with it as a single series and now they are Entertainment just produced one, pocketed. India is a large market and international players to co-create inserting ads in it. Dharma and Yash Raj are also we could reach 500 million paying series and movies for either the There are two types of digital doing it – how do you appraise customers. Indian market or international content pipelines – subscription-led competition in the studio The market is large enough to markets. We are getting into short- platforms like Netflix and Amazon, business? Is there enough money accommodate everyone. It’s about form fiction as well, which is about and free, ad-supported ones. When in the market to fuel the growth economics. It is not about ‘Should stories and not two people dancing... people watch subscription services of premium dramas in India? there be so many platforms?’. It’s that, is TikTok. I believe short-form for long periods of time, they’re Even with all of this, I think we about ‘Can so many platforms afford (under 20 minutes) fiction is going not exposed to advertising messages are too few. In this content business, to exist?’. n to be big in India. during that time. It would be everything is competition. The biggest [email protected]

2400/- 2016/-(inclusive taxes). 4800/- 3495/-(inclusive taxes).

16 afaqs! Reporter, October 1-15, 2 0 1 9 MARKETING AMAZON Selling a Sale The e-commerce giant goes all guns blazing for the festive season. By Abid Hussain Barlaskar

he ‘Great Indian Festival’, Amazon’s festive season Tsale, began midnight on September 29, as India braces for the festive season. From October till late November, the country will celebrate Durga Puja, Navaratri, Dussehra, Diwali, among others. Over the years, the festival has turned almost into an Amazon product, something like a sub-brand or may be an IP. The e-commerce giant goes all guns blazing for the festive season. It’s like selling a sale. However, Amazon shares the ‘sale’ space with rivals, such as Flipkart’s ‘Big Billion Days’. Says Ravi Desai, director, mass and brand marketing, Amazon India, “It’s almost like we complete the previous Diwali around November very finicky about the measurement, coming out before the sale through and (then) by January, the following which is a large part of what we do. print tie ups, that would talk about Diwali seems like it’s upon us. We would like to measure everything some of the new features, OOH Preparation for Diwali starts as early that is happening in real-time so that and radio. When it goes to Tier II/ as that. In the digital world, we have we are able to pick up the right trends III India, we are looking at relevant access to real-time data. Thus, once and accordingly deploy inputs.” media such as TV, radio, free-to-air the sale actually kicks off, we’re able Talking about the rivals, Desai Doordarshan, vernacular print in a to do things literally by the hour says, “We don’t keep our rivals in much bigger role, whereas, digital and day, and performance trends are mind at all. We want to be customer would play a slightly different role.” clearly visible. We can make a lot backwards. Over the course of Amazon has also enabled the of changes, whether to the message seven Diwalis, we have seen that entire site in Hindi and is betting on or the media deployment in certain the purchase cycle of Diwali starts deeper reach in the Hindi speaking mediums on a real-time basis.” literally a month in advance and, market segments. Allowing a peek into the sale time hence, we use that as a signal and A digital-first and tech-driven ‘war room’, Desai says, “We organise time our sale so that we are able company, Amazon is a big digital ourselves so that we can first read the to tap into our customers’ demand “It’s almost like advertiser. But despite its pros, the data we are picking up real-time, and when they are looking for products.” digital space is notorious for its cons keep some contingency plans ready. Amazon introduced a set of new we complete the such as viewability, fraud and brand Say, if something is doing really features this time around, including previous Diwali safety. While Desai maintains that well in a certain part of the country, scheduled delivery, unboxing prior he has his bases covered with the we just message that more and we to delivery (in 10 cities), instant around November experience of past campaigns and probably have picked up on a trend installation (in six metros), i.e., the company’s data-driven decision that might be coming alive.” products were installed and ready to and (then) by making processes, he accepts that January, the once in a while, the team does get caught off guard. Over the years, the Great Indian Festival following Diwali Speaking on the key expectations has turned almost into an Amazon product, seems like it’s from agency partners, Desai says, “Thinking customer-first and taking something like a sub-brand or may be an IP. upon us.” one idea and seeing how it can travel RAVI DESAI across media so that it doesn’t just remain in an independent TV spot, So, where do agency partners fit use immediately. “The installation and digital ad has nothing to do with in the ‘war room’? “In case of a part matters. You don’t want a box the TV spot, and the print ad is like creative agency, a lot of the work lying around instead of setting it almost like a product that will play a some other person’s art coming alive. has already been done and that work up and enjoying the TV. That was role in resolving the conflict that the The idea needs to be large, thought can’t be redone real-time. In case of a large delighter for us,” Desai says. family is going through,” Desai says. through and backed with customer a media agency, we may, at times, The brand’s ongoing campaigns On the media mix, he says, “We insights. It should be able to give have folks from the agency sitting in build up on the conflicts that exist in are choosing the media mix based space to all the business objectives the Amazon offices working with us the Indian family between the Diwali on the target audience as well as the and ideally travel across media such hand in hand so that there is no lapse wishlist and the budget. Thus, the messages. A metro customer will that, at the relevant time and the of time or no loss in transmission campaign, ‘India ke khushiyon probably see us across the following relevant touch point, the customer situation. In such cases, you need to ke beech budget nahi aayega’. touch points – digital, TV, print on gets to interact with it.” n make decisions by the hour. We are “Amazon’s ‘Great Indian Festival’ is the day of the sale, a few articles [email protected]

afaqs! Reporter, October 1-15, 2 0 1 9 17 ADVERTISING MUMBAI MIRROR From Bombay to Mumbai A series of reflections was the brief given to photographer Prashant Godbole. By Deepashree Banerjee

umbai Mirror, the Times of India- owned English daily, recently launched Ma video series titled ‘Mumbai Mirrored’. The journey from Bombay to the commercial capital of India is narrated by five legends who have somewhat helped to shape it into its present form. The legendary tales of the city are told by Gerson da Cunha, a renowned theatre artist, actor and celebrated adman; Pushpa Bhave, a fearless Dadar girl whose activist gene transformed her into the Iron Lady of Mumbai; Shirish Patel, who will forever be known as the architect of Navi Mumbai; JV Pawar, the founder of Dalit Panthers in the city; and Julio Ribeiro, the man responsible for the city’s law and order during turbulent times. The fact that they have used the lesser-known residents (not all born here, mind you) to take one down memory lane through the journey of these “The stories were individuals as Bombay became Mumbai, indeed, what I was appears refreshing. “The Seven Islands of Bombay/Mumbai interested in, were chosen from 10 images corresponding to even more the original map of the city that featured seven than the islands,” informs Senthil Kumar, chief creative officer, JWT, director of the video series. photography.” These mirror images were shot by Prashant PRASHANT GODBOLE Godbole, an award-winning photographer, Kumar and art director Sandeep Bagga composited, along with images sourced from the BCCL (Bennett run by Mumbai Mirror. “They were hard-hitting Coleman and Company) archives. Godbole is and raised relevant issues in a very creative way. My take on these videos would be that of a little comfort that you derive from watching a nice Visually, the campaign seems to tele series. These somehow do not provoke me leverage the old Bombay charm into having a fresh perspective on this great city. The mirror as a device could have been further in black and white, apart from exploited visually the way it was used in the press. The length of each videos could have been shorter celebrating the glory of iconic even if there is a hankering after long formats.” structures of Mumbai. Shashank Lanjekar, head - strategic planning, photographer recalls Kumar’s brief for the Taproot Dentsu, feels the recent campaign is campaign: “A series of reflections. Five great true to its purpose, engrossing and a charm to the director of photography for all the black and visionaries, some are over 90. We are going to watch. “This also reflects the category in which white portraits of the five legends featured in the interview and unravel their stories, and their view Mumbai Mirror operates — that of a city-focused campaign, along with Srinivas Rao for the videos. of how the city shaped them.” daily. Compared to the previous work done by Visually, the campaign seems to leverage the “The stories were what I was interested in, Mumbai Mirror, the video series opens up another old Bombay charm in black and white, apart even more than the photography. I tagged along dimension of the brand and that’s what I like about from celebrating the glory of iconic structures with the editor and the shooting crew. I sat in this campaign. It expands the brand’s territory of Mumbai, which in a way simply reflects the a corner listening to stories about Thackeray, from being a courageous activist to a nostalgic, journey of Bombay into Mumbai. Keny, Dawood, George Fernandes. And I was passionate Bombay fan.” Godbole’s journey began in an art school in so immersed in the stories that every now and Anjali Malthankar, national strategy director, Aurangabad, from where he eventually moved to then I had to remind myself that I was there to Tonic Worldwide, says the video series is a genuine Mumbai’s renowned Sir JJ School of Art. It was take portraits. How many people get to hear such attempt to take the brand to the millennials. Every while in college that he developed a passion for incredible stories in person, and take photographs interview emanates a sense of pride about the city. the visual arts. Over his 25-year-long career, he of moments like these?” Godbole considers “Strategically, this series continues to throw light has worked with many advertising agencies, before himself very lucky. on who/how/what is Mumbai? Which has been owning one (ideas@work). Some of his landmark the aim of the brand even for the ‘I am Mumbai’ works have been created for Indian Outdoor EXPERTS SPEAK campaign.” According to her, ‘Mirrored’ is a Association, Rin and Mumbai Mirror. Shubhojit Sengupta, executive creative director, fascinating theme to peg more stories on. n In a candid chat, the Mumbai-based Enormous Brands, prefers the previous campaigns [email protected]

18 afaqs! Reporter, October 1-15, 2 0 1 9 MARKETING

FBB TV GOOGLE Another Addition to the A Good Insight Great ads have to catch our attention, says Google’s Kim Larson. By Abid Hussain Video Content Club Barlaskar fbb TV has recently launched an interactive web series on Instagram. By News Bureau

y 2025, millennials will account for 70 per cent of India’s population, which will Bbe slightly higher than the global average of 68 per cent. These are digital natives and fundamentally consume media differently and demand a different approach. So, what does it have to do with advertising,” asked Kim Larson, MD, Global Creativity Services, Google, during a recent keynote for marketers at Google For bb, the fashion arm of Future Retail, India 2019. has created #PujoPerfect Love Story, an “The job to be done is still the same. Great ads FInstagram web series narrating a tale of have to catch our attention and it’s getting harder the budding love between a young couple. The with each day. Then, they have to drive action ‘interactive’ web series can be watched on the to drive businesses. That’s where the change brand’s Instagram handle. With this, fbb has comes in,” she said, adding that the traditional joined the club of brands which are turning to recipe of advertising starts with a good insight video content series as a marketing tool. The list that becomes a springboard to an idea. This idea of brands that have tried it out includes ixigo, goes through rigorous production and then goes Zomato, Flipkart, among others. on to the media. fbb TV’s #PujoPerfect Love Story is an “That’s not how it works anymore. Using Instagram love story co-curated by fbb’s social cloud computing, coupled with machine learning community and is hosted on the Instagram Stories techniques, we can change the approach to of fbb’s Instagram handle @fbbonline. Followers insights, production and media. Today, insights of the brand on Instagram get to decide the fate of fundamentally depend on the ability to access the love story between the two protagonists. quality data and the ability to ask the right In the five-day Insta web series, Instagrammers questions. Often times, we don’t always know will solve dilemmas often faced by young what we are looking for and there is a lot of couples: like who should make the first move, inefficient data crunching that occurs. It can be how to dress to impress, and more. more efficiently done by machines. Machines are Users have the opportunity to share #PujoPerfect Love Story, we are proud good at finding patterns and figuring out trends tips and tricks with the protagonists, to be the first ones in this space to and that’s usually where a good idea is,” Larson hence deciding what happens next. empower the users to co-create the love explained. Pawan Sarda, digital marketing story with us and add a beautiful fashion Addressing agencies, she stressed on the fact head, Future Group, says, “fbb has reason to exist.” that ideas are important and technology can only always been an Insta-first fashion Zomato recently introduced its amplify their effectiveness. She said machine brand and, therefore, on the occasion Zomato Originals series, Flipkart learning can’t replicate the emotional connection, of Durga pujo, we wanted to tap into a launched Flipkart video, travel-based can’t take the germ of an idea, nor can it take a relevant millennial insight and create a disruptive platform ixigo launched its original web series mental leap or be able to create a story arc and experience for our audience. It’s imperative we named ‘Zindagi Express’. n elements such as anticipation and surprise. n use platforms in their most native form. With [email protected] [email protected]

afaqs! Reporter, October 1-15, 2 0 1 9 19 MOST-VIEWEDADS

Rag rag mein Daude city THE MOST AUDACIOUS AD OF THE MONTH be heard

HONDA AMAZE FEVIKWIK MAGICBRICKS DEL MONTE The ad captures an emotional mother-son The idea for ‘Phenko Nahi, Jodo’ stemmed Magicbricks has rolled out a campaign The campaign aims to showcase the unique conversation about his first big move — from marrying the logic of ‘smartness’ and featuring actors Ayushmann Khurrana and flavours of the brand’s authentic Italian the purchase of a 2nd Gen Honda Amaze. ‘value of repair’ insights with the magic of Kriti Sanon in which the duo engage in a products. One can’t get more real and Creative agency: Dentsu One stellar storytelling and relatable humour. playful banter as husband and wife. authentic than Del Monte as it sources its Creative agency: Ogilvy Creative agency: BBDO products from family-run producers in Italy.

OLX KEROVIT GODREJ SECURITY POLICYBAZAAR The campaign features millennials as lead The ad showcases Bollywood actress SOLUTIONS Through its latest communication protagonists egging friends and family to Anushka Sharma as a cop, breaking free, The campaign, featuring actor Ayushmann #LiveOnYourTerms, the brand is upgrade their lives by making smart choices awestruck by Kerovit’s beautiful bathroom Khurrana, aims to drive awareness about encouraging mothers to live on their own on OLX. fittings. adopting security solutions. terms despite having all the responsibilities. Creative agency: Enormous Brands Creative agency: Crayons Advertising Creative agency: Wunderman Creative agency: Enormous Brands

EDELWEISS TOKIO LIFE NEXA SHAZÉ LUXURY BOURNVITA The film captures the relationship between The campaign is based on a simple The hosting collection by the brand heralds The campaign gives out the message that a mother and daughter. It takes the viewer consumer insight that in India, people give thoughtful design that creates moments of today, childhood is more challenging than through the daughter’s determination to buying a car a lot of thought. It highlights magic and mystery, brought to life with the ever. So, prepare your child with Bournvita, become a Pulikali performer, while her the comfort of XL6. expertise of London-based Seymourpowell. whose inner strength formula gives strong mother tries to persuade her otherwise. Creative agency: Hakuhodo India Creative agency: Taproot Dentsu bones, muscles and an active brain.

SAREGAMA CARVAAN AMAZON BREAKTHROUGH INDIA TITAN The campaign focuses particularly on the The heartwarming campaign reassures The film #TrustKarkeDekho brings forth the The campaign gives the message that life product and the moments it can create that genuine support can always lead to fact that girls have the same ability as boys is lived in precious little moments made of everyday with its music. breakthroughs, thereby communicating the to build a future for themselves and their all this and more. It’s these very moments Creative agency: The Womb value of relationships and trust. families. that have inspired ‘our’ clocks. Creative agency: Ogilvy

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20 afaqs! Reporter, October 1-15, 2 0 1 9 JOBSWITCH

Post: Senior Social Media Executive All with that unique touch that Email: manoj.motiani@ Location: Mumbai Company: Centum Advertising & makes the good, great. thoughtbubbles.in Email: [email protected] Marketing Pvt Ltd Experience: 4 to 6 years ...... Profile: We are looking for a Location: Mumbai young social media strategist Email: [email protected] Post: Account Manager (Client Post: Junior Graphic Designer who can manage and solely supervise ...... Servicing ) Company: India News existing social media government Company: MX Advertising Pvt Ltd Communications Ltd client(s). The job role would Post: Social Media and Content Profile: Responsible for managing Profile: Looking for a motivated involve social media content Marketing Executive brand responsibilities and client graphic designer (Print and writing, monitoring, posting, Company: Vritti Solutions Ltd expectations on all aspects of Digital) to join its ever-expanding analysis, reporting and daily Profile: We are looking for a content 360 degree marketing. Coordinating squad. Self-starter who can work client interaction. and social media marketing manager with the agency’s creative, media independently and with different Experience: 2 to 4 years who can enhance brand and build and technical teams in offline/ teams. Be an integral part, from Location: New Delhi strong online communities through digital/experiential. Ensure timely conceptualisation to client amends. Email: [email protected] our various social media platforms. project delivery. Strong skills and Experience: 1 to 2 years ...... The social media manager will be proficiency in using Microsoft Word, Location: Noida responsible for developing and Excel, Outlook and PowerPoint. Email: [email protected] Post: Graphic Designer administering social media content Strong project management, good ...... Company: STIR that is designed to engage users, interpersonal and exceptional time Profile: We are looking to hire a and create an interactive relationship management skills. Post: Business Development Head graphic designer with 0-2 years between consumers and the Experience: 4 to 5 years Company: The Think Tank of experience, loads of creative flair company. The successful candidate Location: Mumbai Entertainment and an eye for detail. While here, will also be required to collect and Email: [email protected] Profile: Continually developing you will have the chance to work review social media data to develop ...... your employer’s brand and building on projects for leading global brands. more effective campaigns. increasing awareness in the The roster of opportunities extends Experience: 2 to 4 years Post: Client Servicing Executive marketplace. Generating and seeking across domains, ranging from Location: Mumbai Company: Thoughtrains Designs out potential new opportunities. advertising and digital to films Email: [email protected] Pvt Ltd Developing and managing and events...... Profile: Excellence communications relationships with potential Experience: 0 to 2 years and interpersonal skills, good clients, influencers and key Location: Bangalore Post: Senior Business Development command and fluency in English, stakeholders. Email: [email protected] Manager understanding the market trends, Experience: 4 to 6 years ...... Company: CupShup client’s business and their brand. Location: Mumbai Profile: Do you like the thrill of the Analysing the client’s briefs Email: [email protected] Post: Senior Accountant/Accountant chase? To get yourself heard and let and delivering creative as per Company: Kautilya Multicreation your ideas do the talking? We look the timelines. Real estate Pvt Ltd forward to developing something knowledge and experience Profile: Graduate with a minimum beyond business, we believe in in an ad agency will be an added experience of seven years will long-term relationships, do you advantage. be considered. The candidates too? Let’s build together Experience: 4 to 6 years must have good working knowledge at CupShup! Location: Mumbai of latest version of Tally, Accounting Experience: 4 to 8 years Email: [email protected] EVEN GOOD CAN! Standard, Income Tax and Location: Mumbai ...... GET BETTER GST rules. Email: [email protected] Experience: 7 to 10 years ...... Post: Visualiser Location: Mumbai Company: Greysell Marketing Email: [email protected] Post: Digital Marketing Executive/ Promotions Pvt Ltd ...... Social Media Manager Profile: Understand creative TO ADVERTISE, CONTACT: Company: Thought Bubbles briefs and conceptualise design Post: Senior Copywriter Profile: Manage the strategy and campaign ideas. Work closely Shubham Garg Company: Quotient and setup of all paid campaigns. with the client and handling team Aakash Bhatia Communications Pvt Ltd Thorough knowledge of digital to achieve brand goals on time. Profile: Simply put - thinking up campaigns with planning experience Manage tasks and projects great ideas and bringing them to on Google AdWords, SEO, social responsibly to ensure on-time life with the power of language. media presentations, websites, deliveries. Knowledge about To view other jobs in Marketing, To give you a slightly more specific ecommerce, etc. Manage social typography design and layouts, Media and Advertising, log on to: idea, there will be campaigns to media community and facilitate colour theory and rules. Good conceptualise, headlines to be ideas to build it. knowledge in Photoshop, written, body copy to be crafted Experience: 1 to 5 years Illustrator, etc. and presentations to be created. Location: Mumbai Experience: 2 to 3 years

afaqs! Reporter, October 1-15, 2 0 1 9 21 PEOPLE

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

ADVERTISING MARKETING

BBH Worldwide Leo Burnett YES Bank prior to joining the cement Pelle Sjoenell, worldwide chief creative Leo Burnett has strengthened its creative Jasneet Bachal has joined industry. A firm believer in officer of BBH, is departing the team by bringing on board Mayuresh YES Bank as CMO. She has leading by example, Joshi has agency to take up the role of CCO at Dubhashi and Sonal Chhajerh as updated her LinkedIn profile consistently driven initiatives Activision Blizzard, the global video game executive creative directors. Both will to reflect the same. Sources that have raised the bar of developer, publisher and distributor. be based out of Mumbai. Leo Burnett have also confirmed that she efficacy & accountability, Joakim Borgström, current CCO of India has also elevated and announced has already started working beating the odds against BBH Singapore, has been announced five new associate executive creative at the new company. Bachal rising costs. In his previous as Sjoenell’s successor. Borgström has directors: Archit Gadiyar (Mumbai), is based out of Mumbai. associations, be it at Everest worked in the industry for two decades Vikrant Yadav (Mumbai), Pradeep Earlier, Bachal worked Industries, where he was and has spent the last five years at BBH. Kumar (Mumbai), Ashish Sharma as senior VP & head of business head, or at Asian He started out as group creative director (Bangalore), and Sudhir Das (Delhi). marketing at Kotak Life Paints, where he worked as at BBH London in 2014, before moving for almost four years. She a senior marketing leader to Singapore to take up the top creative Advertising Standards Council of India was responsible for brand for over 12 years; he single- role at the end of 2016. Under his tenure, Rohit Gupta, president, Sony Pictures management, customer handedly drove the fastest the agency has produced standout, broad Networks, has been unanimously experience & engagement, growing and most profitable ranging examples of modern creativity elected as the chairman of the board sales support, product business segments. He such as ‘Human Catalogue’ for IKEA and of governors of The Advertising development, corporate specially enjoys creating ‘Go BKK’, ‘Hypercourt’ and ‘Battle Force Standards Council of India. Gupta is communication, CSR and structure and alignment in Live’ for Nike. an accomplished industry veteran, with e-insurance business. Bachal new and unexplored areas. over 30 years of experience, and has gained marketing experience WPP held key leadership positions across when she worked at Kotak Motorola Mobility WPP has appointed Keith Weed to its consumer, media and entertainment Mahindra Bank for nearly Lenovo Mobile Business board as a non-executive director. Weed industries. Subhash Kamath, managing eight years. She has also Group has appointed was named the world’s most influential partner, BBH Communications India, worked at MTV and Star TV Shivam Ranjan as the head CMO by Forbes in 2017, 2018 and was elected as the vice chairman, and in the past. of marketing for Motorola 2019, and global marketer of the year by Shashi Sinha, CEO, Media Brands, was Mobility India. He will be the World Federation of Advertisers in re-appointed as the honorary treasurer. Wonder Cement responsible for the overall 2017. He received The Drum’s Lifetime Wonder Cement has brand building, marketing Achievement Award in 2018, and was appointed Sanjay Joshi as the and PR for Motorola. Ranjan inducted into the Marketing Hall of Fame 82.5 Communications executive director. He has has over 12 years of experience in 2019. For the last nine years, he was 82.5 Communications has appointed over 17 years of experience in marketing strategy, chief marketing and communications Rishabha Nayyar as the national strategy and has led multiple communication and brand officer at Unilever, a role that included lead. He will report to Kapil Arora, businesses across categories management, and has been leading the company’s groundbreaking Co-Chairman & CEO. Nayyar has over like building materials, credited for catalysing growth sustainability programme. He retired 20 years of experience in advertising, consumer goods (paints), at multiple organisations. from Unilever in May 2019. marketing and communications.

MEDIA DIGITAL

Indian Newspaper Society over eight years. In his last role, Network, has been re-elected as the Verizon Media Shailesh Gupta, director, Jagran as the country director for Google president of The Indian Broadcasting Verizon Media, home to Prakashan, has been elected as the Cloud India, he spearheaded Foundation (IBF). consumer brands like Yahoo! president of the Indian Newspaper the exponential growth of Cloud News, HuffPost India, Yahoo! Society (INS) for 2019-20. Gupta adoption in the country. Sony Pictures Networks Cricket and Yahoo! Mail, has succeeds Jayant Mammen Mathew of Sneha Rajani, head of Sony appointed Nikhil Rungta as Malayala Manorama. L Adimoolam Audit Bureau of Circulations Pictures Networks film production country manager for Verizon (Health and The Antiseptic) is the Madhukar Kamath, representing division Sony Pictures Networks Media’s India business. deputy president, DD Purkayastha DDB Mudra, has been unanimously Productions, has decided to move Rungta will now be (Ananda Bazar Patrika) is the VP, and elected as the chairman of the Audit on, after an illustrious career of 20 responsible for the growth of Naresh Mohan (Sunday Statesman) Bureau of Circulations (ABC) years with the organisation. Rajani Verizon Media’s business in is the honorary treasurer. for 2019-20. Devendra V Darda, was instrumental in launching India. This includes driving representing Lokmat Media, was Sony MAX, which is India’s leading the success of the company’s Star India unanimously elected as the deputy movie channel, revolutionising the leading consumer brands, Star India has appointed Nitin chairman. Kamath has more than content of Sony Entertainment advertising products and Bawankule as the head of ad sales. four decades of experience in Television. She has also led some of partnerships in the country. He will be responsible for leading advertising and marketing services, the industry’s firsts like the iconic He will also oversee Verizon ad sales across both linear broadcast and has spent over 25 years in cricket wrap-around show ‘Extraaa Media’s Bangalore center, and OTT for Star TV network and (erstwhile Mudra) the DDB Mudra Innings’, with a female presenter with teams representing key Hotstar respectively. He will report Group. for the first time ever, and created global operations and mission to Sanjay Gupta, country manager, television history not only with the critical functions. Star and Disney India. Previously, Indian Broadcasting Foundation ratings, but how cricket began to be Bawankule worked with Google for N.P. Singh, CEO, Sony Pictures consumed in this country.

22 afaqs! Reporter, October 1-15, 2 0 1 9 2016/-(inclusive taxes).

3495/-(inclusive taxes).