February 1-15, 2018 Volume 6, Issue 16 `100

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Presenting Partner: DIGITAL VIDEO HEROESSilver Partners: Bronze Partners: Presenting Partner: The second edition of vdonxt asia hadGold nearly Partners: 50 companies vying for medals. The Quint, Viacom18 and ADK Fortune led the way among brands while in the Persons of the Year category, Hotstar’s Ajit Mohan and Ssumier Pasricha a.k.a Pammi Aunty tookPlatinum the Partner:honours in Business and Content respectively. Subs riber o not or resale

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Community Partners: NO.1 NEWSPAPER IN DELHI+MUMBAI

On the readership metric that matters most.

First things first—Hindustan Times is ENGLISH READERSHIP (AIR in lakhs) undisputedly and unambiguously the DELHI NCR MAIN MAIN +VARIANTS #1 English daily in Mumbai + Hindustan Times 16.7 20.2 Delhi-NCR, irrespective of how we Times of India 11.9 13.7 look at the figures. Our Rank #1 #1 DELHI NCR + Even after including Thane, Vasai MUMBAI MAIN MAIN +VARIANTS and Virar, with or without Hindustan Times 24.3 28.5 considering newspaper variants, Times of India 22.4 25.3 Hindustan Times clearly towers Our Rank # 1 # 1 over TOI. DELHI NCR + MUMBAI incl Hindustan Times is the unchallenged Thane, Vasai & Virar MAIN MAIN +VARIANTS leader backed by absolute truth and Hindustan Times 24.49 28.79 the unshakable trust of its readers Times of India 22.94 25.95 and advertisers. Our Rank # 1 # 1

* Average Issue Readership as per IRS 2017.

HT is the leader across all measures in AIR - the Readership metric that matters the most. NO.1 NEWSPAPER IN DELHI+MUMBAI eol

This fortnight... Volume 6, Issue 16 welve months can be a very long time. In the context of digital video, the last EDITOR Sreekant Khandekar T12 months have been transformative. The cost of mobile data kept falling PUBLISHER February 1-15, 2018 Volume 6, Issue 16 `100 and consequently, the consumption of digital video on mobile went through the Sreekant Khandekar Presenting Partner:20 roof. As the curator of vdonxt asia, and my boss, Sreekant pointed out during his EXECUTIVE EDITOR opening remarks at the second edition of our event, between 2015 and 2017, data Ashwini Gangal Platinum Partner: consumption - basically, a synonym for online video consumption! - per mobile ASSOCIATE EDITOR Presenting Partner: Gold Partners: Sunit Roy phone user went up 10 times. In January 2017, when we hosted the first edition of PRODUCTION EXECUTIVE Platinum Partner: vdonxt asia, digital video was still a niche medium, an esoteric concept even. In just Andrias Kisku Silver Partners: Presenting Partner: Gold Partners: 12 months it has become mainstream. And it promises to keep growing. Nothing ADVERTISING ENQUIRIES else - television penetration, internet usage, the telcom revolution - has spread this Shubham Garg Platinum Partner: 81301 66777 (M) Presenting Partner: DIGITAL VIDEO HEROESSilver Partners: Bronze Partners: Presenting Partner: quickly in India. The second edition of vdonxt asia hadGold nearly Partners: 50 companies vying for medals. The Quint, Viacom18 and ADK Fortune led the way among brands while in Apoorv Kulshrestha the Persons of the Year category, Hotstar’s Ajit Mohan and Ssumier Pasricha a.k.a Pammi Aunty tookPlatinum the Partner:honours in Business and Content respectively.

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Presenting Partner: This year, Hotstar’s CEO Ajit Mohan won the ‘Person of the Year - Business’ Noida Gold Partners: Community Partners: Presenting Partner: PlatinumPlatinum Partner: Partner: Gold Partners: SilverSilver Partners:Partners:Bronze Bronze Partners: Community Partners: award and Ssumier S Pasricha of ‘Pammi Aunty’ fame was named ‘Person of the Nikhil Jhunjhunwala 9833371393 (M) Gold Partners: Silver Partners: Year - Content’. (Do you remember last year’s winners? TVF’s Arunabh Kumar Mumbai

Platinum Partner: Bronze Partners: Community Partners: won ‘Person of the Year - New Media’ and AIB won ‘Person of the Year - Content [email protected] Creator’). Bronze Partners: MARKETING OFFICE Silver Partners: Gold Partners: B 3, Ground Floor, Sector 4, Community Partners: Noida -201301 Uttar Pradesh Pasricha’s victory highlights another big trend in the digital video space – comedy Community Partners: content. Ridiculously humorous - (and sometimes just ridiculous!) - videos published MUMBAI by comedians are among the most widely watched, shared and discussed videos today. 302, Makani Center, 3rd Floor, Bronze Partners: Off Linking Road, Bandra (W), Silver Partners: Even if one doesn’t consume this content, one knows people who do. At any rate, one Mumbai - 400050 knows who these strange characters are. Pammi Aunty is Pasricha’s rendition of a SUBSCRIPTION ENQUIRIES verbose, gossipy, middle-aged Punjabi woman with perennial hair-curlers (that she [email protected] Community Partners: wears on top of a towel!) and a green homemade face pack. Owned by Banyan Netfaqs Pvt Ltd and

Bronze Partners: Printed and published by Brands have started realising the power of these online stars. In fact, their large Sreekant Khandekar, at 7-A/13, Ch. Ratan Singh Complex, networked agency partners have identified comedians as competition. They’re Jawala Heri Market, Paschim Vihar, insightful and raring to get into the branded content space. New Delhi-110 063. On the readership metric Printed at Artz and Printz 208 DSIDC Sheds, Community Partners: Okhla Industrial Area, that matters most. Phase 1, New Delhi - 110020 Ashwini Gangal [email protected] First things first—Hindustan Times is ENGLISH READERSHIP (AIR in lakhs) undisputedly and unambiguously the DELHI NCR MAIN MAIN +VARIANTS #1 English daily in Mumbai + Hindustan Times 16.7 20.2 Delhi-NCR, irrespective of how we Times of India 11.9 13.7 CONTENTS look at the figures. Our Rank #1 #1 DELHI NCR + Even after including Thane, Vasai MUMBAI MAIN MAIN +VARIANTS 10 and Virar, with or without Hindustan Times 24.3 28.5 considering newspaper variants, Times of India 22.4 25.3 6 Hindustan Times clearly towers Our Rank # 1 # 1 AMAZON PRIME VIDEO over TOI. DELHI NCR + Thinking Big MUMBAI incl Hindustan Times is the unchallenged Thane, Vasai & Virar MAIN MAIN +VARIANTS Its latest launch is like leader backed by absolute truth and Hindustan Times 24.49 28.79 a big budget movie or the unshakable trust of its readers Times of India 22.94 25.95 premium TV show. and advertisers. Our Rank # 1 # 1 * Average Issue Readership as per IRS 2017. 16 26 HT is the leader across all measures in AIR - TRIBUTE the Readership metric that matters the most. Looking Back Fondly Piyush Pandey remembers SWIGGY 12 AYURVEDA ANIL NAIR his dear friend Ranjan Kapur, the man with great wisdom Intent on Marketing The Patanjali Effect Something Worthwhile and a complete absence of The brand makes its debut on The phenomenon of ayurveda L&K Saatchi’s boss is a rider insecurity. TV with seven TVCs. advertising led by Patanjali. with a cause.

afaqs! Reporter, February 1-15, 2 0 1 8 5 e BREATHE Thinking Big Amazon Prime Video mounts its latest show like a blockbuster. By Anirban Roy Choudhury

f you are in Mumbai or Bangalore this especially for places like Delhi you cannot “breathe” without where outdoor is a challenge,” Iseeing gigantic posters around opines Subramaniam. While top you of Amazon’s new show - Breathe metros were given special attention, - which give people a glimpse of the Subramaniam and his team had a latest thriller. mass marketing plan too. On TV, Four episodes of the R Madhavan Breathe trailers and promos were and Amit Sadh suspense thriller seen on GECs, news channels and are out and streaming on the English entertainment channels. subscription-based video on demand In order to generate buzz around platform. Produced by Abundantia the thriller and keep it alive for a Entertainment (producers of movies longer period of time, Prime, instead episode costs 10-12 times that of around `20 crore to promote Kaun Baby, Airlift) and directed by Mayank of putting all episodes up in one go a regular television fiction show Banega Crorepati 2017. “If we talk Sharma, the show sees Madhavan, a for viewers to binge watch, decided (Kumkum Bhagya, Udaan), but in about regular fiction show launches, devout Catholic who knows verses to make one available every week. So, terms of marketing spends, where the channel spends `5-7 crore to of the Gita by heart, evolving into the first four episodes were up for does it stand in comparison with a promote the show,” the planner adds. a murderer in order to save his son streaming on 26 January 2018, and film or TV show? “Because films spend less on Josh, who is battling cystic fibrosis for the fifth one, the viewer needs to “All platforms have different marketing, it does not mean they get and is in dire need of an immediate wait. “Given that it’s a thriller, and objectives,” says Subramaniam. A less visibility. Films do a lot of cross- lung transplant. On the other hand, that there are so many cliff-hangers media planner seconds Subramaniam platform integrations, so you have Sadh battles haunting memories of with high-level conflicts, we felt that saying, “A TV show targets the stars going on top-rated shows on his daughter’s (Shreya) death. Each leaving customers at a certain point masses while web series like Breathe TV, speaking to digital influencers. episode is a 40-minute target that and giving them an opportunity to only targets a particular group of Also, music turns out to be a great the two actors chase and the conflicts marketing tool for films; a studio keep viewers intrigued. spends the most on TV, then digital It is clear that Amazon Studios Amazon has also used in-theatre activations and then in-theatre, in terms of media is taking India very seriously. The to promote the Prime Original. mix. Print is also used for impact, outdoor campaigns were run in but with diminishing returns,” says Mumbai and Bangalore along engage and converse about what they audience. So the selection of the marketing head of a leading motion with radio (including Delhi). “We saw and then dropping an episode medium is different, demographics pictures studio in India. added Hyderabad and Chennai every week, would have enough are different.” Where does digital stand? because of Madhavan’s popularity hooks for them to keep coming A high-budget feature film ALTBalaji spent around `5 crore in those markets,” informs Vijay back and finish the entire season,” starring a Salman Khan or Ranveer to promote ‘Bose: Dead/Alive’ and Subramaniam, director, Content, Subramaniam informs. Singh spends around `12 crore `3 crore went into marketing ‘Test Amazon Prime. He adds, “The The digital video ecosystem on marketing. When it comes to Case’. Amazon’s marketing budget marketing plans were fine-tuned for is growing very fast in India and TV, Bigg Boss spends the most on to promote ‘Breathe’ is around `20 efficiency and impact.” ‘Breathe’, along with ALTBalaji’s marketing. “Around `25 crore is crore and is certainly the most, so far. Amazon has also used in-theatre ‘Bose: Dead/Alive’ or ‘Test Case’, spent on marketing and this excludes It will be interesting to see where the activations to promote the Prime are great examples of this. From network spots. Print gets the lion’s number goes when Netflix plans its Original, “We took advantage of a production point of view, a web share of the total spent,” estimates first India-Original launch. n the Padmaavat screening. We did series (Inside Edge, Breathe, Bose) a senior media planner. Sony spent [email protected]

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6 afaqs! Reporter, February 1-15, 2 0 1 8 e BREATHE Thinking Big Amazon Prime Video mounts its latest show like a blockbuster. By Anirban Roy Choudhury f you are in Mumbai or Bangalore this especially for places like Delhi you cannot “breathe” without where outdoor is a challenge,” Iseeing gigantic posters around opines Subramaniam. While top you of Amazon’s new show - Breathe metros were given special attention, - which give people a glimpse of the Subramaniam and his team had a latest thriller. mass marketing plan too. On TV, Four episodes of the R Madhavan Breathe trailers and promos were and Amit Sadh suspense thriller seen on GECs, news channels and are out and streaming on the English entertainment channels. subscription-based video on demand In order to generate buzz around platform. Produced by Abundantia the thriller and keep it alive for a Entertainment (producers of movies longer period of time, Prime, instead episode costs 10-12 times that of around `20 crore to promote Kaun Baby, Airlift) and directed by Mayank of putting all episodes up in one go a regular television fiction show Banega Crorepati 2017. “If we talk Sharma, the show sees Madhavan, a for viewers to binge watch, decided (Kumkum Bhagya, Udaan), but in about regular fiction show launches, devout Catholic who knows verses to make one available every week. So, terms of marketing spends, where the channel spends `5-7 crore to of the Gita by heart, evolving into the first four episodes were up for does it stand in comparison with a promote the show,” the planner adds. a murderer in order to save his son streaming on 26 January 2018, and film or TV show? “Because films spend less on Josh, who is battling cystic fibrosis for the fifth one, the viewer needs to “All platforms have different marketing, it does not mean they get and is in dire need of an immediate wait. “Given that it’s a thriller, and objectives,” says Subramaniam. A less visibility. Films do a lot of cross- lung transplant. On the other hand, that there are so many cliff-hangers media planner seconds Subramaniam platform integrations, so you have Sadh battles haunting memories of with high-level conflicts, we felt that saying, “A TV show targets the stars going on top-rated shows on his daughter’s (Shreya) death. Each leaving customers at a certain point masses while web series like Breathe TV, speaking to digital influencers. episode is a 40-minute target that and giving them an opportunity to only targets a particular group of Also, music turns out to be a great the two actors chase and the conflicts marketing tool for films; a studio keep viewers intrigued. spends the most on TV, then digital It is clear that Amazon Studios Amazon has also used in-theatre activations and then in-theatre, in terms of media is taking India very seriously. The to promote the Prime Original. mix. Print is also used for impact, outdoor campaigns were run in but with diminishing returns,” says Mumbai and Bangalore along engage and converse about what they audience. So the selection of the marketing head of a leading motion with radio (including Delhi). “We saw and then dropping an episode medium is different, demographics pictures studio in India. added Hyderabad and Chennai every week, would have enough are different.” Where does digital stand? because of Madhavan’s popularity hooks for them to keep coming A high-budget feature film ALTBalaji spent around `5 crore in those markets,” informs Vijay back and finish the entire season,” starring a Salman Khan or Ranveer to promote ‘Bose: Dead/Alive’ and Subramaniam, director, Content, Subramaniam informs. Singh spends around `12 crore `3 crore went into marketing ‘Test Amazon Prime. He adds, “The The digital video ecosystem on marketing. When it comes to Case’. Amazon’s marketing budget marketing plans were fine-tuned for is growing very fast in India and TV, Bigg Boss spends the most on to promote ‘Breathe’ is around `20 efficiency and impact.” ‘Breathe’, along with ALTBalaji’s marketing. “Around `25 crore is crore and is certainly the most, so far. Amazon has also used in-theatre ‘Bose: Dead/Alive’ or ‘Test Case’, spent on marketing and this excludes It will be interesting to see where the activations to promote the Prime are great examples of this. From network spots. Print gets the lion’s number goes when Netflix plans its Original, “We took advantage of a production point of view, a web share of the total spent,” estimates first India-Original launch. n the Padmaavat screening. We did series (Inside Edge, Breathe, Bose) a senior media planner. Sony spent [email protected]

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6 afaqs! Reporter, February 1-15, 2 0 1 8 e MYNTRA Telling a New Story After Mizoram, Myntra chronicles the e-comm journey of a shopper from Bihar. By Sankalp Dikshit

yntra has done it again; the Bengaluru-based brand Mhas handpicked another obsessive online shopaholic and narrated her ‘Myntra’ story in a two- minute-plus long digital film. The video, which follows the life of a Patna girl, Shristi, is a part of the ‘Myntra Unforgettables’ series. A quick recap of the series brings to mind Myntra’s digital film from last year where viewers were introduced to Novi, a fashion enthusiast from Mizoram. The new “We are looking video in this campaign is a follow- up on the brand’s larger strategy them a true loyalist. Since we are ten times. That this was a beautiful for various aspects of targeting tier II and III cities. looking for diversity, we look for story from the northeast added an of loyalty with the While speaking to a specific market different parameters to highlight.” extra charm. In the second phase, occasionally is one thing, dedicating a But isn’t that a daunting task? we looked at different criterion and platform and that full-fledged campaign definitely calls Soni elaborates, “We look for people had somebody who was using the gives us a shortlist of attention. Gunjan Soni, head, Jabong with minimum of two to three years maximum number of categories on and chief marketing officer, Myntra, of association with the platform. our platform. In Shristi’s case, she consumers.” says that one would be wrong to Then we see how big they are in was touching seven-plus categories.” UNJAN ONI assume that the e-com phenomenon terms of their shopping spends; their Soni had her apprehensions about G S is predominantly a metro one. “We percentage of repeat purchases. Next, reaching out to the customer what with have 50 per cent of our consumers we check to see if an external profile privacy issues. “Surprisingly, everyone from tier II and III cities,” she says. story and plug themselves in at the However, Soni is quick to clarify While the previous film highlighted its reach, same time. Myntra has dropped the that the idea was to bring out the levels in an already cluttered space. customer diversity Myntra enjoys. the new video talks about mindset change. I don’t see this video doing anything The video, crafted by its in-house effective for the brand.” agency, captures the change in of the user is available; if there is an welcomed it. In Novi’s case, they insisted The brand gets a ‘thumbs up’ Shristi’s outlook towards fashion interesting pattern.” that the crew stay in their family home for video execution. Says Jagdish and looking good in general. While Soni adds, “In the first video, during the shoot,” says Soni. Acharya, founder and creative head, the previous film communicated when the campaign was being Cut The Crap, “The execution with the brand’s door-to-door delivery released alongside our ‘End of EXPERTS SPEAK real people, a real location and a feature in the far-flung towns of Reason Sale’ (EORS), we looked Is the new Myntra video striking natural rhythm is quite on point.” the northeast, the new video talks for someone who is participating enough to break free from the clutter? Kewlani shares similar sentiments, “It about mindset change. So how is in every EORS. In Novi’s case, she Devin Kewlani, national creative is nicely structured around breaking the overall theme selected? Soni was not only in every EORS, she director, FoxyMoron, says, “Very few into tier II and III markets.” n explains, “We ask users what made had also increased her spends almost brands manage to tell an authentic [email protected] 2>3+4 Mint is India’s 2nd largest business daily with 2.99lakh readers. It is bigger than 3rd & 4th business dailies put together.

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8 afaqs! Reporter, February 1-15, 2 0 1 8 e MYNTRA #8IDA WINNERS SPECIAL AWARDS Digital Digital Digital Social Media Telling a New Story Person Agency Start-Up Person of the Year of the Year of the Year of the Year Winner Gold Winner Winner After Mizoram, Myntra chronicles the e-comm journey of a shopper from Bihar. By Sankalp Dikshit National Payments Interactive Unacademy Virender Sehwag Corporation of India Avenues Ex-Indian Cricketer Silver iProspect India yntra has done it again; the Bronze Bengaluru-based brand Utopeia Communicationz Mhas handpicked another DIGITAL ADVERTISING AWARDS obsessive online shopaholic and Best Brand Best Data-Driven Best Social Media Best Best Mobile Best Mobile Best Lead Best Viral narrated her ‘Myntra’ story in a two- Awareness Campaign Marketing Marketing Messaging Game used Search Generation Campaign Marketing minute-plus long digital film. The Using Mobile Strategy Campaign Campaign for Marketing Campaign Through Mobile Campaign video, which follows the life of a Gold Gold Gold Gold Gold Gold Gold Gold Patna girl, Shristi, is a part of the Mondelez India ICICI Bank Reliance Fresh UNICEF by SVG Reliance Jio Coca Cola by HDFC Bank Shaadi.com ‘Myntra Unforgettables’ series. by Affle and Isobar India by iProspect India by Utopeia Media (COLUMBUS) Silver Interactive Avenues by iProspect India Silver Silver Silver Communicationz Silver Reckitt Benckiser Silver Silver Reliance Fresh A quick recap of the series Diageo India The Quint by Vidooly Silver National Geographic by Interactive Avenues Future Retail by Raymond by Utopeia brings to mind Myntra’s digital by GroupM Media Bronze Godrej Consumer by Isobar Bronze Mediacom Bronze Communicationz film from last year where viewers HCL Technologies Products by Bronze Perfetti Van Melle Communications Flipkart Bronze were introduced to Novi, a fashion GroupM Media Coca Cola by by PHD India Bronze HP India Bronze Interactive Avenues Diageo India by PHD India enthusiast from Mizoram. The new “We are looking Myntra Jabong India by GroupM Media video in this campaign is a follow- by Brave New World up on the brand’s larger strategy them a true loyalist. Since we are ten times. That this was a beautiful for various aspects Best use of AR/VR Best Digital Best Best Email Best Execution of Best Omni-Channel Best Search of targeting tier II and III cities. looking for diversity, we look for story from the northeast added an of loyalty with the in a Marketing Integrated Display Marketing Performance Campaign Management Marketing While speaking to a specific market different parameters to highlight.” extra charm. In the second phase, Campaign Campaign Campaign Campaign Campaign & Marketing Automation Campaign occasionally is one thing, dedicating a But isn’t that a daunting task? we looked at different criterion and platform and that Gold Gold Gold Gold Gold Gold Gold Mondelez India Philips Lighting Reckitt Benckiser Max Life Insurance HDFC Bank Pizza Hut Ford India full-fledged campaign definitely calls Soni elaborates, “We look for people had somebody who was using the gives us a shortlist of by Isobar India India by Havas Media by Interactive by SVG Media by iProspect India by SingleInterface by SingleInterface attention. Gunjan Soni, head, Jabong with minimum of two to three years maximum number of categories on Silver Silver Avenues (COLUMBUS) Silver Silver Silver and chief marketing officer, Myntra, of association with the platform. our platform. In Shristi’s case, she consumers.” Coca Cola UNICEF by SVG Silver Silver ICICI Bank HDFC Bank Future Retail by says that one would be wrong to Then we see how big they are in was touching seven-plus categories.” by Interactive Avenues Media (COLUMBUS) Star Plus by Sparkt Fullerton India by iProspect India Bronze Mediacom Communications UNJAN ONI Bronze assume that the e-com phenomenon terms of their shopping spends; their Soni had her apprehensions about G S Bronze Credit Company Bronze SBI Mutual Funds Bronze BBC Global News Association of Mutual by Logicserve Oberoi Group by Netcore Solutions Dr. Batra's by is predominantly a metro one. “We percentage of repeat purchases. Next, reaching out to the customer what with Funds in India Bronze by Interactive Avenues Interactive Avenues have 50 per cent of our consumers we check to see if an external profile privacy issues. “Surprisingly, everyone by iProspect India Axis Securities from tier II and III cities,” she says. story and plug themselves in at the & Dentsu X by Kenscio Digital However, Soni is quick to clarify While the previous film highlighted its reach, same time. Myntra has dropped the DIGITAL CONTENT AWARDS Category Partner MOBILE AND APP AWARDS that the idea was to bring out the the new video talks about mindset change. levels in an already cluttered space. Best Use of Mobile Best Use of Best User- Best Digital Excellence in Best Mobile Best Enterprise customer diversity Myntra enjoys. I don’t see this video doing anything for Content Real-Time Generated Branded Digital Publishing App Product/Service The video, crafted by its in-house effective for the brand.” Marketing Campaign Streaming Video Content Campaign Award for Marketing Winner Winner agency, captures the change in of the user is available; if there is an welcomed it. In Novi’s case, they insisted The brand gets a ‘thumbs up’ Gold Gold Gold Gold Gold Hello English - Intap Flock Shristi’s outlook towards fashion interesting pattern.” that the crew stay in their family home for video execution. Says Jagdish Myntra Jabong India Bharti Airtel by PUMA by Reckitt Benckiser Cipla Labs by Brave New World Contagious BuzzOne by Interactive and looking good in general. While Soni adds, “In the first video, during the shoot,” says Soni. Acharya, founder and creative head, Best Consumer Best Mobile Silver Online Media Silver Avenues Mobile Service Website the previous film communicated when the campaign was being Cut The Crap, “The execution with Glaxo Smithkline Silver Crossword Silver Winner Winner the brand’s door-to-door delivery released alongside our ‘End of EXPERTS SPEAK real people, a real location and a Consumer Healthcare Reliance Fresh Bookstore CEAT HDFC Bank www.prokabbadi.com feature in the far-flung towns of Reason Sale’ (EORS), we looked Is the new Myntra video striking natural rhythm is quite on point.” by GroupM Media by Utopeia by Utopeia Bronze - STAR India Bronze Communicationz Communicationz Godrej Consumer the northeast, the new video talks for someone who is participating enough to break free from the clutter? Kewlani shares similar sentiments, “It Hindustan Unilever Products by about mindset change. So how is in every EORS. In Novi’s case, she Devin Kewlani, national creative is nicely structured around breaking by Mindshare Creativeland Asia the overall theme selected? Soni was not only in every EORS, she director, FoxyMoron, says, “Very few into tier II and III markets.” n explains, “We ask users what made had also increased her spends almost brands manage to tell an authentic [email protected] PAYMENT AND FINTECH AWARDS Digital Social & Economic Empowerment Awards Best Digital Best Mobile Best Best Innovative Best Payment Best Use of Internet Best Use of Mobile for Payment Payment Prepaid Fintech Data Technology/Solution for Social and Social and Economic Facilitator Product/Service Product Solution Provider Provider Economic Development Development Winner Winner Winner Winner Winner Gold Gold Razorpay Paytm Happay Signzy Instamojo TATA Consultancy Kabadiwalla Best Innovative Wealth, Asset Best Innovative Best Innovative Best Innovative Money Services Connect and investment Management Insurance Lending Transfer Product/ Silver Silver Service/Product Product/Service Product/Service Service Grapes Digital Digital Green Winners Winner Winner Winner Bronze 2>3+4 Scripbox & Zebpay Policybazaar Moneytap Eko India Financial Services Sheroes CYBER SECURITY AWARDS Category Partner Mint is India’s 2nd largest business daily with 2.99lakh readers. rd th Indian Cyber Security Excellence in Cyber Best Cyber Best Mobile Cyber It is bigger than 3 & 4 business dailies put together. Company with Security Capacity Building Security Security Product/Service Global Excellence Winner Product/Service Winner Winner Varun Kapoor for Winner Quixxi Seclore Police Radio Seclore Training School

TECHNOLOGY AWARDS Category Partner THE MOST AWESOME BUSINESS DAILY THERE IS. Source: IRS 2017; AIR (excluding variant) Food Tech Big Data Tech IOT News Tech Health Tech Ecommerce Tech Most Digitally Winner Winner Winner Winner Winner Winner Enabled Organization To advertise, please contact [email protected] Voolsy Networks Affle Surmount Interaction One Interaction One Navigators Software Winner Energy Solutions Solutions for Solutions for for Bharat Petroleum DB Corp (Dainik Republic TV Godrej HIT Corporation Ltd. Bhaskar Digital) Travel Tech Ed Tech Ad Tech afaqs! Reporter, February 1-15, 2 0 1 8 8 Winner Winner Winner OYO Rooms Toppr Vidooly For details on our events visit : www.iamai.in For more details on our conferences, summits & seminars visit : www.iamai.in For details on next year’s awards contact : Sachin Nambiar | [email protected] | 9920957388 e TRIBUTE Looking Back Fondly Piyush Pandey remembers his dear friend Ranjan Kapur, the man with great wisdom. By Ashwini Gangal

ver a quick phone call, Piyush friendship, mutual respect.” about not letting these sessions sound Pandey, executive chairman Pandey concedes that for a creative like discourses. Oand creative director, Ogilvy mind like his to reach its full potential, On a lighter note, Pandey recalls & Mather, India and South Asia, a professional partnership with a some fun moments from the past. spoke to me about his colleague and senior like Kapur is essential. “Taali “Ranjan was very cool with doing dear friend Ranjan Kapur, chairman, ek haath se nahi bajti,” he says, adding, the stupidest things,” he reminisces WPP India and ex-managing director, “You need a person who can be a fondly, “like eating at dhabas, eating Ogilvy India, who died a few days ago. sounding board. My best sounding mattar from the guy who sells it on a We touched upon his memorable board was Ranjan because he had the cycle. He was never scared of whether partnership with Kapur, a much talked ability to think business and the ability the water used was in good condition. about one especially in the context to appreciate creative. He understood Ranjan would say, ‘The world is eating of native language ad copy, Pandey my side of the business… and he it, so can we…’ On our travels to says, “I don’t think we ever indulged made me understand the ‘business’ Delhi, we knew all the chola bhatura in ‘Hinglish’. This thing has been side of business… it was a jugalbandhi places along the way – places that attached to my name but we believed that went on for 10 solid years.” not to take the watch because he sees half the advertising people would say in advertising that was culturally He elaborates on this professional an anniversary card near it. “Ranjan ‘No!’ to because tap water was used! relevant to India, be it Pongal for camaraderie, “At one point in time, wrote that one!” laughs Pandey, I think Ranjan and I were brought Asian Paints in Tamil Nadu, or we used to stay very close by. On “That day he played the instrument up on tap water. He loved it and I Onam in Kerala or ‘Kuch khaas hai Sundays he used to tell his wife Jimi, himself… and I liked it.” also came from a small town. He was hum sabhi mein’ on Hindi channels ‘I’m just going to the tailor around Kapur was someone whom game for anything. He was willing to for Cadbury’s. We didn’t follow the the corner…’ His work at the tailor’s creative folks could trust easily. get his hands dirty. He commanded – kind of advertising which borrowed would end in a minute, after which he Recalls Pandey, “There aren’t many not demanded – respect.” heavily from the West. We believed client servicing people I’ve met to I had read somewhere that Kapur in the language of the people. There whom I could say, ‘Here’s my work… was the one who had ‘spotted’ Pandey are certain emotions you’ll never be “Ranjan Kapur was go and sell it’. But if I wasn’t available and discovered him within the Ogilvy able to translate from your language game for anything. and Ranjan said, ‘I’ll go and sell it’ it system. I ask him how much of that into English. When it hurts, the cry was as good as me going and selling it. was true. Pandey clarifies, “When I from within is always in your own He was willing to That comes when you’re passionate was asked to move from servicing language. That is what Ranjan and I about the work. He never thought to creative, Ranjan was in Singapore were busy doing. He encouraged me get his hands dirty. advertising was a job. That’s why we working on worldwide brands. But he to do this kind of advertising.” He commanded - not got along like a house on fire.” used to visit very often. Suresh Malik Pandey goes on about his famous Pandey will remember Kapur most and Mani Iyer may have probably partnership with Kapur, “You see, demanded - respect.” as “a person with great wisdom and bounced it off him, as friends. That partnerships are always initiated PIYUSH PANDEY a complete absence of insecurity. He time he had no intention of coming by the senior partner. Ranjan was did the kind of things he did because back; he was kind of persuaded to the initiator of our partnership he had nothing to fear.” At work, come and take the India head job. and I grabbed it with both hands. used to come to my house; we’d drink Pandey now makes it a point not But he knew what I was doing. Thereafter, he gave me the freedom beer and write campaigns.” to miss an opportunity to narrate When he came back, he gave me the to fly. We were inseparable. He didn’t In fact, Kapur even wrote an entire anecdotes and stories about Kapur, momentum I required. So Suresh and behave as if he was my boss, but I commercial for Titan. It was a film especially to the youngsters at Ogilvy Mani gave me the transfer… Ranjan always remembered that he was. It about a thief who robs a sleeping old who may not have had the chance to gave me the momentum.” n turned into a friendship, a family couple of their things, but decides work with him though he’s mindful [email protected]

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10 afaqs! Reporter, February 1-15, 2 0 1 8 e TRIBUTE Looking Back Fondly Piyush Pandey remembers his dear friend Ranjan Kapur, the man with great wisdom. By Ashwini Gangal ver a quick phone call, Piyush friendship, mutual respect.” about not letting these sessions sound Pandey, executive chairman Pandey concedes that for a creative like discourses. Oand creative director, Ogilvy mind like his to reach its full potential, On a lighter note, Pandey recalls & Mather, India and South Asia, a professional partnership with a some fun moments from the past. spoke to me about his colleague and senior like Kapur is essential. “Taali “Ranjan was very cool with doing dear friend Ranjan Kapur, chairman, ek haath se nahi bajti,” he says, adding, the stupidest things,” he reminisces WPP India and ex-managing director, “You need a person who can be a fondly, “like eating at dhabas, eating Ogilvy India, who died a few days ago. sounding board. My best sounding mattar from the guy who sells it on a We touched upon his memorable board was Ranjan because he had the cycle. He was never scared of whether partnership with Kapur, a much talked ability to think business and the ability the water used was in good condition. about one especially in the context to appreciate creative. He understood Ranjan would say, ‘The world is eating of native language ad copy, Pandey my side of the business… and he it, so can we…’ On our travels to says, “I don’t think we ever indulged made me understand the ‘business’ Delhi, we knew all the chola bhatura in ‘Hinglish’. This thing has been side of business… it was a jugalbandhi places along the way – places that attached to my name but we believed that went on for 10 solid years.” not to take the watch because he sees half the advertising people would say in advertising that was culturally He elaborates on this professional an anniversary card near it. “Ranjan ‘No!’ to because tap water was used! relevant to India, be it Pongal for camaraderie, “At one point in time, wrote that one!” laughs Pandey, I think Ranjan and I were brought Asian Paints in Tamil Nadu, or we used to stay very close by. On “That day he played the instrument up on tap water. He loved it and I Onam in Kerala or ‘Kuch khaas hai Sundays he used to tell his wife Jimi, himself… and I liked it.” also came from a small town. He was hum sabhi mein’ on Hindi channels ‘I’m just going to the tailor around Kapur was someone whom game for anything. He was willing to for Cadbury’s. We didn’t follow the the corner…’ His work at the tailor’s creative folks could trust easily. get his hands dirty. He commanded – kind of advertising which borrowed would end in a minute, after which he Recalls Pandey, “There aren’t many not demanded – respect.” heavily from the West. We believed client servicing people I’ve met to I had read somewhere that Kapur in the language of the people. There whom I could say, ‘Here’s my work… was the one who had ‘spotted’ Pandey are certain emotions you’ll never be “Ranjan Kapur was go and sell it’. But if I wasn’t available and discovered him within the Ogilvy able to translate from your language game for anything. and Ranjan said, ‘I’ll go and sell it’ it system. I ask him how much of that into English. When it hurts, the cry was as good as me going and selling it. was true. Pandey clarifies, “When I from within is always in your own He was willing to That comes when you’re passionate was asked to move from servicing language. That is what Ranjan and I about the work. He never thought to creative, Ranjan was in Singapore were busy doing. He encouraged me get his hands dirty. advertising was a job. That’s why we working on worldwide brands. But he to do this kind of advertising.” He commanded - not got along like a house on fire.” used to visit very often. Suresh Malik Pandey goes on about his famous Pandey will remember Kapur most and Mani Iyer may have probably partnership with Kapur, “You see, demanded - respect.” as “a person with great wisdom and bounced it off him, as friends. That partnerships are always initiated PIYUSH PANDEY a complete absence of insecurity. He time he had no intention of coming by the senior partner. Ranjan was did the kind of things he did because back; he was kind of persuaded to the initiator of our partnership he had nothing to fear.” At work, come and take the India head job. and I grabbed it with both hands. used to come to my house; we’d drink Pandey now makes it a point not But he knew what I was doing. Thereafter, he gave me the freedom beer and write campaigns.” to miss an opportunity to narrate When he came back, he gave me the to fly. We were inseparable. He didn’t In fact, Kapur even wrote an entire anecdotes and stories about Kapur, momentum I required. So Suresh and behave as if he was my boss, but I commercial for Titan. It was a film especially to the youngsters at Ogilvy Mani gave me the transfer… Ranjan always remembered that he was. It about a thief who robs a sleeping old who may not have had the chance to gave me the momentum.” n turned into a friendship, a family couple of their things, but decides work with him though he’s mindful [email protected]

BUSINESS. CLASS. Mint is India’s 2nd largest business daily with 2.99 lakh readers. 83% of them read MINT OR NOTHING.

THE MOST AWESOME BUSINESS DAILY THERE IS. Source: IRS 2017; AIR (excluding variant)

To advertise, please contact [email protected]

10 afaqs! Reporter, February 1-15, 2 0 1 8 e SWIGGY Intent on Marketing The brand makes its debut on TV with seven TVCs crafted by Lowe Lintas. By Sankalp Dikshit decade ago, the concept of it is,” says Srivats. He also tells that food delivery would only bring the brand has a strong presence in Ato mind the likes of Domino’s markets like Bangalore, Mumbai and Pizza or a local Chinese joint. Cut New Delhi while newer markets to 2018, with the proliferation of like Ahmedabad and Chandigarh, are the Zomatos and Swiggys of today, places from where the brand needs the food delivery business is no more love. longer an extended arm of restaurant While Swiggy came to the chains; in fact, it is now a promising online food ordering genre before multi-million dollar business that has its competition, Zomato has been its own market segment to reckon present in the restaurant listing with. With corporations incessantly market since 2008. By that logic, does pumping in the money — Ola Swiggy consider itself a ‘challenger acquiring Foodpanda’s India business brand’? Srivats exclaims, “I don’t ($200 million), Naspers’ investing in Swiggy ($150-200 million), Zomato and Alibaba’s Ant Financial’s yet-to- be finalised deal ($100-200 million), Uber launching UberEATS — the Indian food delivery business has been buzzing wildly the past year. And just like any other industry, with its growing turnover, it has led marketers to turn to mainline advertising to reach wider audiences. One such recent example is ‘Swiggy’ that has launched its first integrated advertising campaign which has seven “We are at that stage TVCs to its credit. afaqs! Reporter caught up with this Bengaluru of a brand’s journey based company’s vice president of where millions marketing, Srivats TS, to understand with another digital-based company think we are treating any competitor why, after three years of operation, of users are now — ‘Quikr’ — which is active on the as guided competition. We don’t has Swiggy decided to fit TV into its transacting on our TVC front. So, was moving to TV benchmark or compare ourselves to media pie. a pre-planned strategy for Swiggy any particular brand. I think it’s fair He says, “We are at that stage of platform” or did Srivats joining the company to say that we are the market leader; a brand’s journey where millions RIVATS have a role to play? He explains, the numbers speak for it. With close of users are now transacting on our S TS “Since this space is so new and there to four million orders a month in July platform and we thought that this was is so much to discover, we are very 2017 and a strong month-on-month the right time to create further brand months, has been — 50 per cent flexible in terms of selecting the growth, Swiggy continues to establish awareness since we could reach a lot on ATL including outdoor, print, channel. We look at our matrix very itself as India’s largest platform for more consumers through TV.” The radio, and 30 per cent on digital. For hard to find what’s working.” He also food ordering and delivery.” company claims that in the last year it the current campaign, three-fourths shares that being where consumers Speaking about the competition on has witnessed four-times the growth of the assigned budget has been are and leveraging digital channels the advertising front, Srivats admits in order volume and six-times the allocated to TV while the remaining growth in revenue. The TVCs have is reserved for digital. Within TV, the Swiggy aims to strengthen its original target been crafted and conceptualised by spends are distributed across mass audience — the 18 to 35 demographic. Lowe Lintas, Bengaluru. GECs, cricket and niche channels. The brand, though new to TV, has Speaking about the consumer for an internet-first company, was that he tracks the media mix of rival been active on the advertising front. insight that the ads have tapped part of his Quikr learning that came firms. “We track all of the marketing “We have leveraged print, digital, into, Srivats says, “There are a lot in handy at Swiggy. best-practices that go on. We also radio, and outdoor in a robust way in of occasions where it makes sense to The food delivery market is a make sure that we are on top of all the the past. In particular, digital has been order in from restaurants that one is new one and the brands currently marketing efforts that are being done a channel that has worked very well familiar with and then Swiggy comes operating in this segment have an by brands not just of our industry for us. Also, since we are a hyper-local to mind. What we brought to life in added responsibility of not only but that of other industries as well.” business, it obviously makes sense to the campaign is that Swiggy can be building their respective brands but Recently, Zomato was in the news for tailor our marketing messages to cities part of your life not only for some also to build the category. “Yes, I its ‘MC-BC’ outdoor campaign that or areas that we are targeting and for but for all occasions.” Through this think that is an absolutely fair analysis generated curiosity (and controversy). this purpose, an outdoor campaign has campaign, Swiggy aims to strengthen of where we are. Again, we are at that “We don’t want to comment on what given us significant growth in terms of its original target audience i.e. the 18 stage of our brand journey where they are doing,” is how Srivats responds new users and transactions,” he adds. to 35 demographic. we want consumers to try Swiggy whenever the name ‘Zomato’ enters The overall split of advertising Prior to joining Swiggy, a year for the first time; to make them see the discussion. n spends for Swiggy, over the last few and a half ago, Srivats was associated how convenient, easy and flexible [email protected]

12 afaqs! Reporter, February 1-15, 2 0 1 8 e SWIGGY Intent on Marketing The brand makes its debut on TV with seven TVCs crafted by Lowe Lintas. By Sankalp Dikshit decade ago, the concept of it is,” says Srivats. He also tells that food delivery would only bring the brand has a strong presence in Ato mind the likes of Domino’s markets like Bangalore, Mumbai and Pizza or a local Chinese joint. Cut New Delhi while newer markets to 2018, with the proliferation of like Ahmedabad and Chandigarh, are the Zomatos and Swiggys of today, places from where the brand needs the food delivery business is no more love. longer an extended arm of restaurant While Swiggy came to the chains; in fact, it is now a promising online food ordering genre before multi-million dollar business that has its competition, Zomato has been its own market segment to reckon present in the restaurant listing with. With corporations incessantly market since 2008. By that logic, does pumping in the money — Ola Swiggy consider itself a ‘challenger acquiring Foodpanda’s India business brand’? Srivats exclaims, “I don’t ($200 million), Naspers’ investing in Swiggy ($150-200 million), Zomato and Alibaba’s Ant Financial’s yet-to- be finalised deal ($100-200 million), Uber launching UberEATS — the Indian food delivery business has been buzzing wildly the past year. And just like any other industry, with its growing turnover, it has led marketers to turn to mainline advertising to reach wider audiences. One such recent example is ‘Swiggy’ that has launched its first integrated advertising campaign which has seven “We are at that stage TVCs to its credit. afaqs! Reporter caught up with this Bengaluru of a brand’s journey based company’s vice president of where millions marketing, Srivats TS, to understand with another digital-based company think we are treating any competitor why, after three years of operation, of users are now — ‘Quikr’ — which is active on the as guided competition. We don’t has Swiggy decided to fit TV into its transacting on our TVC front. So, was moving to TV benchmark or compare ourselves to media pie. a pre-planned strategy for Swiggy any particular brand. I think it’s fair He says, “We are at that stage of platform” or did Srivats joining the company to say that we are the market leader; a brand’s journey where millions RIVATS have a role to play? He explains, the numbers speak for it. With close of users are now transacting on our S TS “Since this space is so new and there to four million orders a month in July platform and we thought that this was is so much to discover, we are very 2017 and a strong month-on-month the right time to create further brand months, has been — 50 per cent flexible in terms of selecting the growth, Swiggy continues to establish awareness since we could reach a lot on ATL including outdoor, print, channel. We look at our matrix very itself as India’s largest platform for more consumers through TV.” The radio, and 30 per cent on digital. For hard to find what’s working.” He also food ordering and delivery.” company claims that in the last year it the current campaign, three-fourths shares that being where consumers Speaking about the competition on has witnessed four-times the growth of the assigned budget has been are and leveraging digital channels the advertising front, Srivats admits in order volume and six-times the allocated to TV while the remaining growth in revenue. The TVCs have is reserved for digital. Within TV, the Swiggy aims to strengthen its original target been crafted and conceptualised by spends are distributed across mass audience — the 18 to 35 demographic. Lowe Lintas, Bengaluru. GECs, cricket and niche channels. The brand, though new to TV, has Speaking about the consumer for an internet-first company, was that he tracks the media mix of rival been active on the advertising front. insight that the ads have tapped part of his Quikr learning that came firms. “We track all of the marketing “We have leveraged print, digital, into, Srivats says, “There are a lot in handy at Swiggy. best-practices that go on. We also radio, and outdoor in a robust way in of occasions where it makes sense to The food delivery market is a make sure that we are on top of all the the past. In particular, digital has been order in from restaurants that one is new one and the brands currently marketing efforts that are being done a channel that has worked very well familiar with and then Swiggy comes operating in this segment have an by brands not just of our industry for us. Also, since we are a hyper-local to mind. What we brought to life in added responsibility of not only but that of other industries as well.” business, it obviously makes sense to the campaign is that Swiggy can be building their respective brands but Recently, Zomato was in the news for tailor our marketing messages to cities part of your life not only for some also to build the category. “Yes, I its ‘MC-BC’ outdoor campaign that or areas that we are targeting and for but for all occasions.” Through this think that is an absolutely fair analysis generated curiosity (and controversy). this purpose, an outdoor campaign has campaign, Swiggy aims to strengthen of where we are. Again, we are at that “We don’t want to comment on what given us significant growth in terms of its original target audience i.e. the 18 stage of our brand journey where they are doing,” is how Srivats responds new users and transactions,” he adds. to 35 demographic. we want consumers to try Swiggy whenever the name ‘Zomato’ enters The overall split of advertising Prior to joining Swiggy, a year for the first time; to make them see the discussion. n spends for Swiggy, over the last few and a half ago, Srivats was associated how convenient, easy and flexible [email protected]

12 afaqs! Reporter, February 1-15, 2 0 1 8 o

GUEST ARTICLE Are account planners smart? A special article from the desk of a planner. By Sudeep Gohil

nce upon a time, a planner Chances are, while they love the born from curiosity, is rapidly and reliability in days gone by, our was meant to be the communications business, they accelerated and emphasised in a new ADHD brains don’t seem to Ocleverest person in the probably have a host of outside place like India. Not only is the place value those traits in today’s rapidly room. Truth be told, many of my interests. In fact, they probably we call home incredibly complex, changing India. fellow planners still behave like they spend more time talking about that with no ‘one India’ to speak of but Third, I think we could all work are. But in general, those days are stuff than they do advertising. These it is also evolving at a rapid rate, a lot harder... rigour is terribly long gone. I’m not saying planners people will be voracious consumers arguably faster than almost any underrated. The ‘near enough are getting dumber, far from it, but of popular culture and, more than other country in the world. This is good enough’ culture we find let’s be honest — the world is more likely, be obsessive about a few complexity and rapid change mean ourselves in, can’t possibly lead to complicated now than it has ever random things in their lives. (My that even if we think we have our the best work. Where we used to been. team consists of ‘semi-professional’ hands on a solution today, chances spend time interrogating a brand or musicians, teachers, cat enthusiasts, are that our insights, observations product simply to find a compelling WHEN YOU LAST CHECKED, motorcycle freaks, warning sign and thoughts will need to rapidly brand truth, perhaps now, we need HOW CLEVER WAS YOUR spotters, and aspiring restaurant evolve tomorrow. to spend more time pushing harder PLANNER? critics amongst others.) In this kind of environment, as to ensure we are finding the best Actually, I would contend Why does any of this matter? I marketing specialists, we can either possible solution. that it really makes no difference am sure many of you are reading keep our heads down and stick to Let’s face it; at the end of the day, whatsoever. Our world is more this and thinking that all you actually what we know best or embrace the the world is too complex. One clever complicated and multifaceted need from your planner is the right change with a view to uncovering person won’t know the answer to than ever before, likewise our answer for your burning questions; and creating new solutions. every question. Even if they have communications environment. So the right proposition for the next So, what weapons should we an unlimited research budget and the likelihood of a single person in creative brief or a carefully curated have in our arsenal to address the more time than they know what to any function, knowing everything research debrief. That’s what you situation? do with, they may not arrive at the about everything, seems highly have them on your team for after Firstly, I believe we need to most compelling answer alone (or by unlikely, right? all... push harder for a greater breadth sitting in front a computer). Knowledge is still critically The truth of the matter is that if of solutions; there is more to life Great ideas come from genuine important, but the number one value you spend all of your time searching than TV commercials and celebrity collaboration between disparate that clients and agencies should for the right answers, you might endorsements. The need to be open groups of individuals, each with their demand from the modern planner is miss something even better; a case to trying new things and learning own sphere of knowledge, influence curiosity. Curiosity feeds creativity of not taking time to smell the roses by doing and collaborating is now a and interests. Brilliant ideas are and it makes for an interesting or something like that. In reality, strategic imperative. It is critical in the result of pushing conversations thinker. It sounds so easy, if only it those roses that you missed might order to have a genuine cut-through outside of the comfort zone. Most were. Knowledge can be learnt, but actually be something even more and connect with consumers in an significantly, we need to embrace only curiosity can make someone valuable - a genuinely new way to even more cluttered environment. difference as an essential element of more interesting than they already look at something; a fresh way to Second, openness to serendipity world-changing ideas. n are. unravel a problem or a solution that (or randomness) will become a If being interesting is more is quite unexpected. A new way to hallmark of the smartest thinkers and (The author is Chief Strategy Officer important than being smart, what ask a better question. the most surprising brands. While and Managing Partner at Publicis India) makes an interesting planner? The need for divergent thinking, we may have valued consistency [email protected]

` 1,800 (+ tax@12%) 25 %

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14 afaqs! Reporter, February 1-15, 2 0 1 8 o

GUEST ARTICLE Are account planners smart? A special article from the desk of a planner. By Sudeep Gohil nce upon a time, a planner Chances are, while they love the born from curiosity, is rapidly and reliability in days gone by, our was meant to be the communications business, they accelerated and emphasised in a new ADHD brains don’t seem to Ocleverest person in the probably have a host of outside place like India. Not only is the place value those traits in today’s rapidly room. Truth be told, many of my interests. In fact, they probably we call home incredibly complex, changing India. fellow planners still behave like they spend more time talking about that with no ‘one India’ to speak of but Third, I think we could all work are. But in general, those days are stuff than they do advertising. These it is also evolving at a rapid rate, a lot harder... rigour is terribly long gone. I’m not saying planners people will be voracious consumers arguably faster than almost any underrated. The ‘near enough are getting dumber, far from it, but of popular culture and, more than other country in the world. This is good enough’ culture we find let’s be honest — the world is more likely, be obsessive about a few complexity and rapid change mean ourselves in, can’t possibly lead to complicated now than it has ever random things in their lives. (My that even if we think we have our the best work. Where we used to been. team consists of ‘semi-professional’ hands on a solution today, chances spend time interrogating a brand or musicians, teachers, cat enthusiasts, are that our insights, observations product simply to find a compelling WHEN YOU LAST CHECKED, motorcycle freaks, warning sign and thoughts will need to rapidly brand truth, perhaps now, we need HOW CLEVER WAS YOUR spotters, and aspiring restaurant evolve tomorrow. to spend more time pushing harder PLANNER? critics amongst others.) In this kind of environment, as to ensure we are finding the best Actually, I would contend Why does any of this matter? I marketing specialists, we can either possible solution. that it really makes no difference am sure many of you are reading keep our heads down and stick to Let’s face it; at the end of the day, whatsoever. Our world is more this and thinking that all you actually what we know best or embrace the the world is too complex. One clever complicated and multifaceted need from your planner is the right change with a view to uncovering person won’t know the answer to than ever before, likewise our answer for your burning questions; and creating new solutions. every question. Even if they have communications environment. So the right proposition for the next So, what weapons should we an unlimited research budget and the likelihood of a single person in creative brief or a carefully curated have in our arsenal to address the more time than they know what to any function, knowing everything research debrief. That’s what you situation? do with, they may not arrive at the about everything, seems highly have them on your team for after Firstly, I believe we need to most compelling answer alone (or by unlikely, right? all... push harder for a greater breadth sitting in front a computer). Knowledge is still critically The truth of the matter is that if of solutions; there is more to life Great ideas come from genuine important, but the number one value you spend all of your time searching than TV commercials and celebrity collaboration between disparate that clients and agencies should for the right answers, you might endorsements. The need to be open groups of individuals, each with their demand from the modern planner is miss something even better; a case to trying new things and learning own sphere of knowledge, influence curiosity. Curiosity feeds creativity of not taking time to smell the roses by doing and collaborating is now a and interests. Brilliant ideas are and it makes for an interesting or something like that. In reality, strategic imperative. It is critical in the result of pushing conversations thinker. It sounds so easy, if only it those roses that you missed might order to have a genuine cut-through outside of the comfort zone. Most were. Knowledge can be learnt, but actually be something even more and connect with consumers in an significantly, we need to embrace only curiosity can make someone valuable - a genuinely new way to even more cluttered environment. difference as an essential element of more interesting than they already look at something; a fresh way to Second, openness to serendipity world-changing ideas. n are. unravel a problem or a solution that (or randomness) will become a If being interesting is more is quite unexpected. A new way to hallmark of the smartest thinkers and (The author is Chief Strategy Officer important than being smart, what ask a better question. the most surprising brands. While and Managing Partner at Publicis India) makes an interesting planner? The need for divergent thinking, we may have valued consistency [email protected]

` 1,800 (+ tax@12%) 25 %

` 3,120 (+ tax@12%) 35 % *Prices indicated above are exclusive of applicable taxes (@12%)

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14 afaqs! Reporter, February 1-15, 2 0 1 8 e AYURVEDA The Patanjali Effect As Patanjali invests in its e-commerce presence and partnerships with e-retailers/ aggregators, we look at the ‘Ayurveda advertising’ phenomenon. By Sunit Roy

n the recent past, we spotted ads stores would come under pressure for Colgate’s Cibaca Vedshakti as its products become available Iand Hindustan Unilever’s everywhere, including across web- Ayurvedic Care variant for Fair stores, but overall, it would multiply & Lovely, among ads for several the reach of the brand and help other Ayurveda-based products generate even more trials among new from various companies. Is it the consumers,” Dabas says. big Patanjali effect? Maybe not on the product front, but the recent DOS AND DON’TS OF advertising push for these products ‘AYURVEDA ADVERTISING’ might have a great deal to do with Lately, Ayurveda advertising has the fact that Patanjali continues to started to look similar and clichés loom as a media-loud nemesis, one have become a very go-to thing that’s all set to up its investment on such as turmeric blending with two fronts — e-commerce presence milk or sandal paste and the idea and partnerships with e-retailers and of wholesome natural goodness aggregators. depicted pictorially. afaqs! Reporter As Krishan Kumar Chutani, asked a few experts from the industry executive director - consumer care what an agency should do on the business, Dabur India, said to us visual front to beat the competition in a 2017 interview, “It’s true that and how can brands avoid clichés Patanjali is a movement, but it is not while promoting their Ayurveda just about Ayurveda. It’s also about portfolios and stand out from the ‘swadeshi’. In fact, ‘swadeshi’ is the visual clutter of Ayurveda-based biggest plank... It’s not as if Baba products on television. Ramdev has helped us spot a trend. Praful Akali, founder-director Nor can the resurgence of Ayurveda of Medulla Communications, says, be attributed solely to him.” “While there is a glut of Ayurveda HUL refused to participate in EXPERT SPEAK is different because it is focused products, most of them are still this story; no one from colgate was Patanjali has created a new market on pricing its products at a very me-too. What works in Ayurveda is available to respond at the time of where none existed. The brand’s attractive discount (as compared) to exactly what works in any healthcare filing the report. appeal goes all the way to the bottom even Indian brands.” advertising — the consumer has to To expand its sales network, of the pyramid and hence, it has The challenge for Patanjali is trust you; s/he has to believe that the Patanjali Ayurved forayed into ushered into the branded world a to keep this flock together. Many product will do what you say it does the e-commerce space and whole new set of consumers who Patanjali stores are already stocking and the product has to solve a unique launching its online platform www. were, until now, b uying unbranded products by other companies and problem for her/him.” patanjaliayurved.net along with a products. Quite evidently, players are slowly becoming multi-brand On the visual front, Akali says, mobile application. The Haridwar- like Colgate and HUL are trying outlets. “Science, evidence and good old- based company also announced pitting themselves against Patanjali. “The MNCs will not be able to fashioned consumer understanding partnerships with new e-retailers at So, afaqs! Reporter asked the brand replicate all that Patanjali is doing, or insighting are what’s lacking in a launch event. experts where the most crucial place but they are trying to present their Ayurvedic ads today. As long as you Patanjali’s entry into retail through to put one’s Ayurvedic foot forward herbal Ayurvedic products as better can bring these through visually, exclusive stores, mostly franchised, is would be. Would it work best at the alternatives. Unless they can offer you’re home.” a new phenomenon in FMCG. And advertising level, distribution level good value, they will not make a According to Ayan Banik, head - this has happened due to the immense (visibility at retail level) or packaging dent on Patanjali’s market share,” brand strategy, Cheil India, more than popularity of Baba Ramdev and the level? Would it work best at the Parameswaran explains. agencies, it’s the brand’s prerogative broad product range that covers food product name level (does having a On the other hand, Jitender to do authentic communication rather products and oral care to cosmetics ‘vedic’ name do half the trick?) or Dabas, chief strategy officer, than make ‘belief’ ads. “Today the and floor cleaners. In the Hindi some other level altogether, perhaps? McCann Worldgroup India, says Indian consumer is a lot more aware heartland, Baba Ramdev is a larger According to brand consultant that as a brand, Patanjali is not just about brands, ingredients, processes of than life icon who is a yoga guru and MG Parameswaran (Ambi), “While an Ayurvedic brand. It is riding a production or date of manufacturing. political activist against corruption. it is possible to equate Patanjali to combination quasi-national, quasi- In such a scenario, if brands don’t Patanjali’s products are being pitched Nirma in the value play, the brand is natural, plus Ayurvedic wave. come clean regarding the Ayurvedic as an antidote for everything — a lot more than just a value offering. “Patanjali’s distribution model ingredients used in specific products, adulteration, capitalism and the other The focus on Ayurveda is something of exclusive stores run by believers source of procuring those ingredients, ills of modern life. MNC brands have that Nirma did not have. Again was unique and was a differentiator benefits of those ingredients and the tried to launch their own Ayurvedic Ayurveda-based brands are not new in the beginning, but now that the processes followed in making the offerings, but if these are priced at a in India. Dabur, Zandu and many brand has grown and is growing products, they will not be able to cut premium compared to Patanjali, they others have been offering a whole bigger, it needs to expand its reach the ice and convince the consumer,” will not find the market to be quite range of products from shampoos, quickly and e-commerce will provide Banik says. n favourable. toothpaste, soaps and balms. Patanjali that. Patanjali’s model of exclusive [email protected]

16 afaqs! Reporter, February 1-15, 2 0 1 8 e AYURVEDA The Patanjali Effect As Patanjali invests in its e-commerce presence and partnerships with e-retailers/ aggregators, we look at the ‘Ayurveda advertising’ phenomenon. By Sunit Roy n the recent past, we spotted ads stores would come under pressure for Colgate’s Cibaca Vedshakti as its products become available Iand Hindustan Unilever’s everywhere, including across web- Ayurvedic Care variant for Fair stores, but overall, it would multiply & Lovely, among ads for several the reach of the brand and help other Ayurveda-based products generate even more trials among new from various companies. Is it the consumers,” Dabas says. big Patanjali effect? Maybe not on the product front, but the recent DOS AND DON’TS OF advertising push for these products ‘AYURVEDA ADVERTISING’ might have a great deal to do with Lately, Ayurveda advertising has the fact that Patanjali continues to started to look similar and clichés loom as a media-loud nemesis, one have become a very go-to thing that’s all set to up its investment on such as turmeric blending with two fronts — e-commerce presence milk or sandal paste and the idea and partnerships with e-retailers and of wholesome natural goodness aggregators. depicted pictorially. afaqs! Reporter As Krishan Kumar Chutani, asked a few experts from the industry executive director - consumer care what an agency should do on the business, Dabur India, said to us visual front to beat the competition in a 2017 interview, “It’s true that and how can brands avoid clichés Patanjali is a movement, but it is not while promoting their Ayurveda just about Ayurveda. It’s also about portfolios and stand out from the ‘swadeshi’. In fact, ‘swadeshi’ is the visual clutter of Ayurveda-based biggest plank... It’s not as if Baba products on television. Ramdev has helped us spot a trend. Praful Akali, founder-director Nor can the resurgence of Ayurveda of Medulla Communications, says, be attributed solely to him.” “While there is a glut of Ayurveda HUL refused to participate in EXPERT SPEAK is different because it is focused products, most of them are still this story; no one from colgate was Patanjali has created a new market on pricing its products at a very me-too. What works in Ayurveda is available to respond at the time of where none existed. The brand’s attractive discount (as compared) to exactly what works in any healthcare filing the report. appeal goes all the way to the bottom even Indian brands.” advertising — the consumer has to To expand its sales network, of the pyramid and hence, it has The challenge for Patanjali is trust you; s/he has to believe that the Patanjali Ayurved forayed into ushered into the branded world a to keep this flock together. Many product will do what you say it does the e-commerce space and whole new set of consumers who Patanjali stores are already stocking and the product has to solve a unique launching its online platform www. were, until now, b uying unbranded products by other companies and problem for her/him.” patanjaliayurved.net along with a products. Quite evidently, players are slowly becoming multi-brand On the visual front, Akali says, mobile application. The Haridwar- like Colgate and HUL are trying outlets. “Science, evidence and good old- based company also announced pitting themselves against Patanjali. “The MNCs will not be able to fashioned consumer understanding partnerships with new e-retailers at So, afaqs! Reporter asked the brand replicate all that Patanjali is doing, or insighting are what’s lacking in a launch event. experts where the most crucial place but they are trying to present their Ayurvedic ads today. As long as you Patanjali’s entry into retail through to put one’s Ayurvedic foot forward herbal Ayurvedic products as better can bring these through visually, exclusive stores, mostly franchised, is would be. Would it work best at the alternatives. Unless they can offer you’re home.” a new phenomenon in FMCG. And advertising level, distribution level good value, they will not make a According to Ayan Banik, head - this has happened due to the immense (visibility at retail level) or packaging dent on Patanjali’s market share,” brand strategy, Cheil India, more than popularity of Baba Ramdev and the level? Would it work best at the Parameswaran explains. agencies, it’s the brand’s prerogative broad product range that covers food product name level (does having a On the other hand, Jitender to do authentic communication rather products and oral care to cosmetics ‘vedic’ name do half the trick?) or Dabas, chief strategy officer, than make ‘belief’ ads. “Today the and floor cleaners. In the Hindi some other level altogether, perhaps? McCann Worldgroup India, says Indian consumer is a lot more aware heartland, Baba Ramdev is a larger According to brand consultant that as a brand, Patanjali is not just about brands, ingredients, processes of than life icon who is a yoga guru and MG Parameswaran (Ambi), “While an Ayurvedic brand. It is riding a production or date of manufacturing. political activist against corruption. it is possible to equate Patanjali to combination quasi-national, quasi- In such a scenario, if brands don’t Patanjali’s products are being pitched Nirma in the value play, the brand is natural, plus Ayurvedic wave. come clean regarding the Ayurvedic as an antidote for everything — a lot more than just a value offering. “Patanjali’s distribution model ingredients used in specific products, adulteration, capitalism and the other The focus on Ayurveda is something of exclusive stores run by believers source of procuring those ingredients, ills of modern life. MNC brands have that Nirma did not have. Again was unique and was a differentiator benefits of those ingredients and the tried to launch their own Ayurvedic Ayurveda-based brands are not new in the beginning, but now that the processes followed in making the offerings, but if these are priced at a in India. Dabur, Zandu and many brand has grown and is growing products, they will not be able to cut premium compared to Patanjali, they others have been offering a whole bigger, it needs to expand its reach the ice and convince the consumer,” will not find the market to be quite range of products from shampoos, quickly and e-commerce will provide Banik says. n favourable. toothpaste, soaps and balms. Patanjali that. Patanjali’s model of exclusive [email protected]

16 afaqs! Reporter, February 1-15, 2 0 1 8

Presenting Partner:

Platinum Partner:

Presenting Partner: Gold Partners:

Platinum Partner:

Silver Partners: Presenting Partner: Gold Partners:

Platinum Partner:

Presenting Partner: Silver Partners: Bronze Partners: Presenting Partner: Gold Partners:

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Presenting Partner: Gold Partners: Community Partners: Presenting Partner: PlatinumPlatinum Partner: Partner: Gold Partners:Silver Silver Partners:Partners:Bronze Bronze Partners: Community Partners:

Gold Partners: Silver Partners:

Platinum Partner: Bronze Partners: Community Partners:

DIGITALBronze Partners: VIDEO

Silver Partners: Gold Partners: HEROESCommunity Partners: The second edition of vdonxt asia had nearly 50 companies vying

for medals. The Quint,Community Viacom18 Partners: and ADK Fortune led the way among brands while in the Persons of the Year category, Hotstar’s Ajit Mohan and Ssumier Pasricha a.k.a Pammi Aunty took the honours in Business and Content respectively. By Anirban Roy Choudhury and Suraj Ramnath

20 afaqs! Reporter, FebruaryBronze 1-15, 2Partners: 0 1 8 Silver Partners:

Community Partners:

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Community Partners: Presenting Partner:

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Silver Partners: Presenting Partner: Gold Partners:

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Presenting Partner: Gold Partners: Community Partners: Presenting Partner: PlatinumPlatinum Partner: Partner: Gold Partners:Silver Silver Partners:Partners:Bronze Bronze Partners: Community Partners: Winners on the podium

he two-day convention promotion and a shortlist of six Geographic. Before moving to what it did in Australia, Mexico, on the digital video names, in each of the two Person Mumbai and turning to a fulltime Brazil and elsewhere. Cut to 2017: ecosystem, vdonxt asia, of the Year categories (Person of the acting, he was a radio jockey in Hastings himself comes in India to organised by afaqs!, Year: Content and Person of The Australia. Pasricha, or ‘Pammi Aunty’ promote Netflix in the country and Gold Partners: celebrated its second Year: Business) were forwarded to as he is better recognized, is multi- he mentions publicly that his biggest Silver Partners: Tedition last month. The convention the jury. talented indeed. Here is what he had challenge is Star India’s video on brings marketers, advertisers, content to say after receiving the ‘Person of demand platform Hotstar. producers and platform owners to PERSON OF THE YEAR - The Year: Content’ award. The platform started its operation one room to discuss the future of CONTENT “Wow! Person of the year! When in February 2015. The ICC Cricket Platinum Partner: Bronze Partners: Community Partners: digital video, the challenges and the ‘Pammi Aunty’ is an opinionated they say person of the year it’s not the World Cup in Australia-New Zealand opportunities. Punjabi woman whom you just hard work of one year that gets you worked really well for the then vdonxt awards - part of the cannot ignore. The lady speaks this, it is the hard work of many years Rupert Murdoch-owned group. A convention - aim to recognise the best on each and every trending topic that give you this recognition. My huge number of people downloaded work in digital video and also identify and recently her gossips with Sarla journey has not been so easy. I have the app to stream matches played and celebrate individuals who have Behenji is ruling the Internet world. done TV and lots of other things during office hours. From there on played a big role in pushing the growth A man who was once making but I never knew that I will get the Hotstar never took a step back and of the medium. The awards, which headlines for looking extremely worldwide recognition through these it was precisely for this amazing run DIGITALBronze Partners: VIDEO took place on January 18, 2018 in similar to Hindi film superstar Shah Pammi Aunty videos. Few years that the jurors of vdonxt asia 2018 Mumbai, saw a spurt in participation Rukh Khan plays this successful back we used to have this discussion judged Ajit Mohan, CEO, Hotstar by ad agencies, marketers, online aunty and is the juror’s choice for among our friends, TV toh Jaane as the ‘Person of The Year: Business’ Silver Partners: publishers and content creators Person of the Year Content. Waala Hai Sirf Digital Hi Chalega Mohan and his team realised Gold Partners: compared to last year. Ssumier Pasricha, before getting and I was like Nahi TV hi sab kuch the potential at a time when people Community Partners: The vdonxt awards jury consisted into the digital video space with hai. Back then, I never thought I will thought India was not ready for of 10 young marketers: Adarsh Pete this fictional character, had a very be on digital medium making videos streaming videos. Back then, data (Adobe), Akash Banerji (Voot), Asha dignified acting career on TV. He and today here I am. This award is cost was chaotic and bandwidth Kharga (Axis Bank), Damandeep played role of a transgender in for all who wants to get recognized.” availability, unimpressive. But Star HEROES Soni (MobiKwik), Jaskaran Kapany Colors’ show ‘Code Red’ for which India saw an island of opportunity (Paytm), Rachna Lather (Motorola), he was critically acclaimed, he also PERSON OF THE YEAR - in the ocean of challenges. Before The second edition of vdonxt asia had nearly 50 companies vying Shantanu Gangane (Viu India), played a significant role in Colors’ BUSINESS launching Hotstar under Mohan’s for medals. The Quint, Viacom18 and ADK Fortune led the way Shilpa Dureja Puri (Microsoft), marathon daily soap, ‘Sasural Simar Since the time digital video leadership Star ran Starsports.com, Community Partners: Shoumyan Biswas (Flipkart) and Ka’. Apart from acting on TV he is a became a point of discussion in India, which streamed sports content in among brands while in the Persons of the Year category, Hotstar’s Swati Rathi (Godrej). prominent face in the theatre world. (way before Jio was here) the media Star’s portfolio. Star India then added Nearly 50 companies competed Pasricha performs in plays in and entertainment fraternity had a paywall in starsports.com. So, in Ajit Mohan and Ssumier Pasricha a.k.a Pammi Aunty took the for the medals at stake in eight both India and around the world. been talking about a global company order to stream football matches, categories and the most awaited was He is a trained Kuchipudi dancer, a like Netflix entering the country live, one had to subscribe to one of honours in Business and Content respectively. the ‘Person of the year’ category. professionally trained classical singer and disrupting it completely. It was the various packs. Today, Hotstar is By Anirban Roy Choudhury and Suraj Ramnath Nominations for ‘Person of the year’ and a photographer who clicked for assumed that the Reed Hastings-led a global prospect and Mohan is the had been invited through heavy many magazines including National streaming service would do in India man behind it. Here is what Mohan

20 afaqs! Reporter, FebruaryBronze 1-15, 2Partners: 0 1 8 afaqs! Reporter, February 1-15, 2 0 1 8 21 Silver Partners:

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Community Partners: had to say after receiving the award. “This is an acknowledgement of All the Winners the tremendous work my team at Hotstar has been doing since the last CATEGORY ENTRY NAME WINNER MEDAL three years. It was fairly audacious Animation The Do Gooders – Karimul Haq Times Internet Gold when we launched Hotstar in 2015 Animation Acid: The Story of a Beautiful Woman The Quint Silver when it was believed that India is not Animation The World’s Quietest Killer: The Quint PresentingBronze Partner: ready for online streaming. Hotstar Are You Misunderstanding Depression? is one of the first video-centric Brand Integration - Web Series Ceat MTV Chase The Monsoon 5 Viacom 18 Gold technology companies coming out of Brand Integration - Web Series Show Name: Untag, Integration: Moto Z Viacom 18 Silver Brand Integration - Web Series Airbnb #LiveThere Powered by MTV Viacom 18 Silver India, which is relevant all across the Brand Integration - Web Series When Fiction meets Reality Mindshare Silver world. I also thank all our partners Brand Video PregaNews - #YourSecondHome ADK Fortune Gold who worked with us, advertising, Brand Video #FundYourOwnWorth: An initiative by ICICI ICICI Bank Silver marketing and the entire ecosystem Bank to encourage women to invest in their self-growth has helped support us and shape us Brand Video Fashion Conversations with Mom - FilterCopy & Lifestyle Pocket Aces Platinum Bronze Partner: in building Hotstar as an exciting Comedy Aditi Mittal Takes the Sex Out of the The Quint Gold streaming service for the world.” Sexuals as Dr Mrs Lutchuke Comedy Don’t Trust Your Customer Care Executive The Quint Silver THE OTHER BIG WINNERS When He Says Any of These Phrases New online publisher The Quint Comedy Mard ka Dard Times Internet Bronze had a great evening out winning two Music Video The Quint’s Bol Rap Ft. Chacha Nehru Presenting Partner:The Quint Gold Gold Partners: golds (Comedy and Music Video) Music Video Laapata - Nexa Journeys on AH1 ‘Theme Song’ Worldwide Media Silver and five other metals giving it a total Music Video Namewee Featuring Leehom Wang-Stranger in the North WebTVAsia Bronze of seven. It won golds for Aditi Mittal Music Video Naina Bawre Maati Baani Bronze Takes the Sex Out of the Sexuals as News and Features MTV Samachar Viacom 18 Gold Dr Mrs Lutchuke in Comedy and News and Features The Faith Runner Marathon Films Silver News and Features Child Lock in Cabs Times Network Bronze for The Quint’s Bol Rap Ft. Chacha Social Awareness PregaNews - #YourSecondHome ADK Fortune Gold Nehru in Music Video. Social Awareness #FundYourOwnWorth: An initiative by ICICI ICICI Bank Silver Platinum Partner: Next came Viacom 18 which won Bank to encourage women to invest in their self-growth four metals including two golds for Social Awareness Ghadi Detergent - #SaareMaelDhoDaalo (Holi) ADK Fortune Silver Brand Integration - Web Series (Ceat Social Awareness On Labour Day: What ‘Memsahibs’ The Quint Silver MTV Chase the Monsoon 5) as Would say if They Were ‘The Help’ Silver Partners: also for News & Features (MTV Gadgets and Auto Street art using Google’s Tilt Brush for NEXA Grapes – Hakuhodo Gold Samachar). Gadgets and Auto Fastest PresentingUrban Commute: Partner: Cycle vs The Quint Silver Ad agency ADK Fortune was the BMW 730LD vs Delhi Metro Gold Partners: other entity to do well, having secured Gadgets and Auto ISUZU D-MAX V-Cross iV League Hansa Digital Bronze three wins including two golds for Gadgets and Auto Panasonic Smart Phones - Unique AI Assistant ARBO Panasonic India Bronze Brand Video and Social Awareness. Both its golds came for its ad, Person of the Year Business Ajit Mohan Hotstar PregaNews - #YourSecondHome. n Person of the Year Content Ssumier S Pasricha - [email protected] Platinum Partner:

Presenting Partner: Event partners include: Adobe (PresentingSilver Partners: Partner), Bronze Partners: Presenting Partner: TimesNowNews.Com (Platinum Partner), YouTube Gold Partners: and Akamai (Gold Partners), Viu, Facebook and Vidooly (Silver Partners), Voot, VidTent and 24 Frames Digital (Bronze Partners) and Advertising Platinum Partner:Agencies Association of India, The Advertising Club, International Advertising Association and Content Asia (Community Partners). Presenting Partner: Gold Partners: Community Partners: Presenting Partner: PlatinumPlatinum Partner: Partner: Gold Partners:Silver Silver Partners:Partners:Bronze Bronze Partners: Community Partners:

Gold Partners: Silver Partners:

Platinum Partner: Bronze Partners: Community Partners: 22 afaqs! Reporter, February 1-15, 2 0 1 8

Bronze Partners:

Silver Partners: Gold Partners: Community Partners:

Community Partners:

Bronze Partners: Silver Partners:

Community Partners:

Bronze Partners:

Community Partners: had to say after receiving the award. “This is an acknowledgement of All the Winners the tremendous work my team at Hotstar has been doing since the last CATEGORY ENTRY NAME WINNER MEDAL three years. It was fairly audacious Animation The Do Gooders – Karimul Haq Times Internet Gold A Ringside View when we launched Hotstar in 2015 Animation Acid: The Story of a Beautiful Woman The Quint Silver when it was believed that India is not Animation The World’s Quietest Killer: The Quint PresentingBronze Partner: ready for online streaming. Hotstar Are You Misunderstanding Depression? is one of the first video-centric Brand Integration - Web Series Ceat MTV Chase The Monsoon 5 Viacom 18 Gold technology companies coming out of Brand Integration - Web Series Show Name: Untag, Integration: Moto Z Viacom 18 Silver Brand Integration - Web Series Airbnb #LiveThere Powered by MTV Viacom 18 Silver India, which is relevant all across the Brand Integration - Web Series When Fiction meets Reality Mindshare Silver world. I also thank all our partners Brand Video PregaNews - #YourSecondHome ADK Fortune Gold who worked with us, advertising, Brand Video #FundYourOwnWorth: An initiative by ICICI ICICI Bank Silver marketing and the entire ecosystem Bank to encourage women to invest in their self-growth has helped support us and shape us Brand Video Fashion Conversations with Mom - FilterCopy & Lifestyle Pocket Aces Platinum Bronze Partner: in building Hotstar as an exciting Comedy Aditi Mittal Takes the Sex Out of the The Quint Gold streaming service for the world.” Sexuals as Dr Mrs Lutchuke Comedy Don’t Trust Your Customer Care Executive The Quint Silver THE OTHER BIG WINNERS When He Says Any of These Phrases New online publisher The Quint Comedy Mard ka Dard Times Internet Bronze had a great evening out winning two Music Video The Quint’s Bol Rap Ft. Chacha Nehru Presenting Partner:The Quint Gold Gold Partners: golds (Comedy and Music Video) Music Video Laapata - Nexa Journeys on AH1 ‘Theme Song’ Worldwide Media Silver and five other metals giving it a total Music Video Namewee Featuring Leehom Wang-Stranger in the North WebTVAsia Bronze of seven. It won golds for Aditi Mittal Music Video Naina Bawre Maati Baani Bronze Takes the Sex Out of the Sexuals as News and Features MTV Samachar Viacom 18 Gold Dr Mrs Lutchuke in Comedy and News and Features The Faith Runner Marathon Films Silver News and Features Child Lock in Cabs Times Network Bronze for The Quint’s Bol Rap Ft. Chacha Ajit Mohan, CEO of Hotstar, with his Social Awareness PregaNews - #YourSecondHome ADK Fortune Gold trophy for the Person of the Year - Nehru in Music Video. Social Awareness #FundYourOwnWorth: An initiative by ICICI ICICI Bank Silver Platinum Partner: Business Next came Viacom 18 which won Bank to encourage women to invest in their self-growth four metals including two golds for Social Awareness Ghadi Detergent - #SaareMaelDhoDaalo (Holi) ADK Fortune Silver Ssumier Pasricha (right) receives the Person of the Year - Content prize Brand Integration - Web Series (Ceat Social Awareness On Labour Day: What ‘Memsahibs’ The Quint Silver MTV Chase the Monsoon 5) as Would say if They Were ‘The Help’ Silver Partners: also for News & Features (MTV Gadgets and Auto Street art using Google’s Tilt Brush for NEXA Grapes – Hakuhodo Gold Samachar). Gadgets and Auto Fastest PresentingUrban Commute: Partner: Cycle vs The Quint Silver Ad agency ADK Fortune was the BMW 730LD vs Delhi Metro Gold Partners: other entity to do well, having secured Gadgets and Auto ISUZU D-MAX V-Cross iV League Hansa Digital Bronze three wins including two golds for Gadgets and Auto Panasonic Smart Phones - Unique AI Assistant ARBO Panasonic India Bronze Brand Video and Social Awareness. Both its golds came for its ad, Person of the Year Business Ajit Mohan Hotstar PregaNews - #YourSecondHome. n Person of the Year Content Ssumier S Pasricha - [email protected] Platinum Partner:

Presenting Partner: Event partners include: Adobe (PresentingSilver Partners: Partner), Bronze Partners: Presenting Partner: TimesNowNews.Com (Platinum Partner), YouTube Gold Partners: and Akamai (Gold Partners), Viu, Facebook and Sreekant Khandekar, the curator of vdonxt asia, Ram Seshadri, Adobe, speaking on the Ekta Kapoor talked about what consumers want in her key- giving an overview of the convention. video of tomorrow. note session. Vidooly (Silver Partners), Voot, VidTent and 24 Frames Digital (Bronze Partners) and Advertising Platinum Partner:Agencies Association of India, The Advertising Club, International Advertising Association and Content Asia (Community Partners). Presenting Partner: Gold Partners: Community Partners: Presenting Partner: PlatinumPlatinum Partner: Partner: Gold Partners:Silver Silver Partners:Partners:Bronze Bronze Partners: Community Partners:

Gold Partners: Silver Partners: Siddharth Banerjee, Vodafone, unveiling the Vidooly report on - Digital Video Advertisers Landscape India 2017. He is accompanied on stage by The audience participated enthusiastically in the interactive session. Platinum Partner: Bronze Partners: Community Partners: Nishant Radia and Subrat Kar of Vidooly. 22 afaqs! Reporter, February 1-15, 2 0 1 8 afaqs! Reporter, February 1-15, 2 0 1 8 23

Bronze Partners:

Silver Partners: Gold Partners: Community Partners:

Community Partners:

Bronze Partners: Silver Partners:

Community Partners:

Bronze Partners:

Community Partners: Roshan Abbas, Kommune, during his Vanita Kohli Khandekar giving a presentation Nomination video playing before the announcement of winners in the sesion on - The art of story telling. on - Will Indians really pay for content? Animation category.

Times Internet collecting their winner’s trophy On the sidelines of vdonxt awards. on the stage.

The team from ICICI Bank receiving the silver trophy in The Quint bags the silver trophy in Emcee handing over a token of appreciation to Social Awareness category. Social Awareness category. Jessica Mayberry of Video Volunteers.

It was a full house during the last ses- sion of the The goodies came from Vidooly convention.

24 afaqs! Reporter, February 1-15, 2 0 1 8 ee

SANJAY GUPTA “Star India will simulcast IPL live on both Hotstar and TV”

Roshan Abbas, Kommune, during his Vanita Kohli Khandekar giving a presentation Nomination video playing before the announcement of winners in the he Indian Premier League (IPL) is one of the This re-imagination is not just limited to sesion on - The art of story telling. on - Will Indians really pay for content? Animation category. most popular cricket tournaments in the world. television. When we launched Hotstar, we also TStar India has bagged the broadcast and digital focussed on the mobility of people. The real rights for the IPL for the next five years for a winning joy of watching the IPL is to watch it with bid of a whopping `16,347.50 crore. your friends and family. This year Hotstar will Apart from broadcasting on television, Star India go social. Fans will be able to check-in from will stream the VIVO IPL 2018 on Hotstar in Virtual different locations/ cities, but you can watch the Reality (VR). This immersive VR experience will same game and engage in a conversation with make it possible for fans to get closer to the high-octane each other. You will also be able to express your matches from the comfort of their homes. Moreover, emotions through specially designed emoticons. viewers will also be able to select camera angles and a commentary language of their choice offering further Hotstar used to stream a five-minute delay customisation through the ‘Super-fan feed’. feed of IPL; now that you have the global afaqs! Reporter spoke to Sanjay Gupta, managing rights, which include TV and Digital, will director - Star India, on the sidelines of a recent media you simulcast it? event held in Gurugram. Edited Excerpts Since we have both rights (TV and digital), we will simulcast IPL live on Hotstar and What does VIVO IPL 2018 offer viewers? television. So, from this year onward, we will Times Internet collecting their winner’s trophy On the sidelines of vdonxt awards. IPL has been a great sporting event and there not have the five-minute delay anymore. on the stage. are fans spread out all across the globe. Last year, more than 535 million people watched What are your regional expansion plans? IPL across TVs, mobile phones, laptops and “IPL 2018 will be one We are trying to reimagine the way we use computers. And this year, between the Board of the few sports leagues languages. We will be relaying VIVO IPL in six of Control for Cricket in India (BCCI) and different languages — Hindi, Bangla, Tamil, Star Sports, we want to take this VIVO IPL in the world to bring Telugu, Kannada, and English. We also want experience live on TV and digital to more than to increase the coverage with deep localisation; 700 million fans. live Virtual Reality hence, the commentary will also be done in The big question was how we could redefine regional languages. the experience of watching the VIVO IPL for streaming from the cricket fans. Firstly, this will no longer be just a stadium where viewers How will you monetise the regional two-month tournament, but a six-month-long language feeds? Will you have separate extravaganza that fans will be able to watch. across the country can inventories for the regional brands We will be bringing every nuance, every event, targeting a particular region? every relevant cricketing moment for the next watch it on smartphones Since we have seven feeds to ensure more six months to our viewers. via Hotstar.” participation from the brands, we will offer Fans had been eagerly waiting for January 27 them the option of choosing only one feed (one when the auction, for which 1,122 players have SANJAY GUPTA regional language) or a combination of feeds. The team from ICICI Bank receiving the silver trophy in The Quint bags the silver trophy in Emcee handing over a token of appreciation to registered, was brought live to television and Hopefully, value creation for bands will be Social Awareness category. Social Awareness category. Jessica Mayberry of Video Volunteers. Hotstar. We also want to engage with the fans interrupting the visual experience, the viewer dramatic; given that the reach of IPL will go up during the auction; hence, fans, for the first time, can seamlessly download the BYJU’s app. significantly. were able to have their voices heard by voting for their favourite players at vivoiplelection.hotstar. What are the digital plans for this edition Will Star India invest in creating non- com. We launched the ‘Election se Selection’ of IPL? Will Hotstar stream the IPL live content around IPL? Do you see an campaign on January 16 just for this. matches or will you license it to some other opportunity for non-live sports content interested platform which is ready to pay to grow in India? At this stage, sports How will IPL on Star be different for the you a premium? viewership is dominated by live content... advertisers from previous seasons? IPL 2018 will be one of the few sports Yes, because people are not interested in The interplay of TV and Digital offers leagues in the world to bring live Virtual Reality just watching a cricket match, they are equally advertisers an unprecedented opportunity to streaming from the stadium where viewers interested in knowing about their sports icons - build brands across platforms. For advertisers, across the country can watch it on smartphones what they do, how they prepare, how they plan the big change that IPL 2018 offers is that via Hotstar. for a match, what they do during their leisure earlier, most of the advertisers were able to Starting from now, we will go behind the time etc. By partnering with the teams, what we It was a full advertise and build brands, but were not able scenes showing conversations between players, are trying to do is create high-quality content house during to get the performance right. For example, if an the strategies they are working on and how they about fans, teams, sportspersons and what they the last ses- advertisement for BYJUs appears while a viewer are preparing to become better teams as they do. And that will have a lot of demand. n sion of the The goodies came from Vidooly is watching an IPL match on Hotstar, without compete in VIVO IPL 2018. [email protected] convention.

24 afaqs! Reporter, February 1-15, 2 0 1 8 afaqs! Reporter, February 1-15, 2 0 1 8 25 e ANIL NAIR Doing Something Worthwhile Can you recognise the adman in the photograph? By Ashwini Gangal

nil Nair, 46, is a busy man; by day, he runs Law & Kenneth ASaatchi & Saatchi India as CEO and managing partner and by night, he leverages the power of social media to spread the word about Goodwind Riding, a biking-for-a-cause group he started little over a year back. The man who stepped into Praveen Kenneth’s shoes (and sunlit, L-shaped, red-cushioned corner office) after he sold the agency to Publicis Groupe recently, is also the do-gooder who rides for a cause. Nair also had stake - “sweat equity” - in L&K, which he sold as part of the same deal. With Kenneth moving out of the system what has changed? “A lot, actually,” says Nair, “Praveen is a big to biking to a reaction to mid-life crisis Chandigarh, via Shimla, Kalpa, Tabo, followers on Facebook and a few of energy source and his exit was like after entering his forties. Lahaul, Spiti... then back into Manali his friends at the social media network a battery leaving the building. A lot “On my weekend rides, I started via Rohtang. “In many parts, there’s have helped him study the numbers: of people plugged into it. I’ve had to meeting other riders, people who land no road, no network. If you fall off, no “Almost 60 per cent of my fans are ensure they don’t feel the void.” up at a common point for breakfast one will even know,” he says, adding bikers. The others are people who like There are other realities to deal somewhere far from the city and in response to my inadvertent ‘then travelling and supporting causes.” with as well: “For the first 10 years spend an hour eating together, talking, why do it...?’ expression, “I’m doing it At its core, Goodwind Riding is like we were purely independent (L&K exchanging ideas. That’s when I for people battling for life. I can’t do a a brand, complete with a logo (yellow turned 15 last year). Now we’re 100 realised that the image around bikers comfort cruise and say it’s for a cause.” triangle), a tool (crowdsourcing), a per cent Publicis-owned and are fully is a little hedonistic. People think ‘Goodwind’ is a ‘sailing term’; in platform (social media), a tangible goal aligned to Saatchi. We now work with they’re irresponsible, spend lakhs the past, when sailors explored strange (to raise money, akin to a sales target) all Publicis Groupe agencies (Arc, on their bikes and just set off alone seas, they did so in the hope that the and an intangible goal (to generate Prodigious, Indigo, LBi, Razorfish, on dangerous rides... but the truth is good winds were on their side. “Seven an impact, like the need for brand Sapient) closely. We now have different. They’re responsible, socially rides and 22 riders later, not a single building). collaboration targets.” conscious people who like helping one has had as much as a puncture...” A brand campaign that has greatly Speaking of targets, he plans to each other out.” So he thought of says Nair, knocking on wood. influenced Goodwind Riding is his scale Goodwind Riding this year. “I agency’s ‘Half Stories’ campaign for started Goodwind because I felt I must “I cannot do a comfort cruise and say Tata Capital which is about a biker have an idea that’s sustainable, which that it’s for a cause.” who rode to Indian villages and helped can have an impact that goes beyond raise funds for people in need. The just writing a cheque for one person.” bringing this burgeoning pool of Fellow-riders include entrepreneurs, social activation-cum-digital effort Nair has always been passionate misunderstood people together for a restaurateurs, and professionals from won a Grand Prix at Goafest in 2014. about motorcycling, just like his cause. At present, through Goodwind finance, banking and public relations. Interestingly, his clients have father, who he claims is a much better Riding, he raises money (he’s already He shares a memorable anecdote also shown interest in the venture. rider than he is. “He’s one of the touched an impressive seven figure about “the most precious donation” “Pepperfry came and said they’d few fathers who allowed his son to mark) for children fighting cancer at of `100. It was when Nair was riding provide (furniture), say, if a hospital own a bike at 18... coming from a Mumbai’s Tata Memorial Hospital near Chatru, Himachal: “I had parked needs something...” he shares. The middle class family, that’s big, given and those at Bal Asha Orphanage. my bike and was having tea when ability to deal with entrepreneurs the danger and cost associated with it,” His idea to start a biking group Indian Army cyclists came along. is a survival skill in his book: “The says Nair, who’s had his “fair share of grew when he visited Cannes a few Their captain – an avid biker who new wave of business comprises near-fatal crashes”, though. years back. Says Nair, “Everyone there represented the army as a daredevil entrepreneurs; it’s no longer a He moved from Kerala to Mumbai seems to want to save the world with during the Republic Day parade for ‘corporate’ thing. That’s the challenge in 1993 - “just after the bomb blasts” - their ideas, but a lot of it is selfish. seven years – wanted to sit on my ad agency bosses are dealing with.” and the first thing he did was “bought It’s a means to an end – to win a bike. We got talking. I told them what Nair is confident he’s equipped a bike”. For him, that was the only way Lion. He took his passion for biking I was riding for. They weren’t carrying to deal with this. “I love creating to travel. “I just couldn’t get myself to and clubbed it with his insight on money as it was a skill-building brands. There’s no great fun in take the Bombay locals (trains)...” he bikers and the idea of riding for charity expedition, but collected what they taking Vodafone to the next level, for recalls. Along the way, the bike gave was reinforced. He took his first solo had - `80-100 - and gave it to me.” example. Of course, we’d do it, but the way to a more family-friendly mode ride (Lahaul-Spiti) in October 2016; Goodwind Riding is social media- fun lies in creating from scratch.” n of transport, a car. He likens his return it’s a tough terrain that starts from driven. Nair has about 7,500 organic [email protected]

26 afaqs! Reporter, February 1-15, 2 0 1 8 e l ANIL NAIR TWITTER Doing Something Worthwhile Thou Shalt not Offend Can you recognise From Amazon to Manforce Condoms they have all faced the wrath of the Tweeple. By Sankalp Dikshit the adman in the photograph? n the spring of 2006, Jack Dorsey, then undergraduate student at By Ashwini Gangal INYU and one of the founders of Twitter, described the word nil Nair, 46, is a busy man; by ‘twitter’ as a “burst of inconsequential day, he runs Law & Kenneth information and chirps from birds.” ASaatchi & Saatchi India as CEO Little did he know back then that his and managing partner and by night, he birds would, someday, no longer just leverages the power of social media chirp, they would instead spew venom to spread the word about Goodwind when their feathers were ruffled. Riding, a biking-for-a-cause group he While the world embraced social started little over a year back. media platforms as that one-stop- The man who stepped into Praveen solution to fulfil its unending search Kenneth’s shoes (and sunlit, L-shaped, for self-validation, brands and red-cushioned corner office) after he advertisers felt the heat from what they sold the agency to Publicis Groupe consider the flip-side of anything that recently, is also the do-gooder who technology brings along. Recently, rides for a cause. Nair also had stake clothing retail company, H&M, was - “sweat equity” - in L&K, which he caught off-guard when the brand sold as part of the same deal. advertised a green hoodie worn by With Kenneth moving out of the a child of African-American descent system what has changed? “A lot, with the words ‘Coolest Monkey in actually,” says Nair, “Praveen is a big to biking to a reaction to mid-life crisis Chandigarh, via Shimla, Kalpa, Tabo, followers on Facebook and a few of The Jungle’ printed on the front. energy source and his exit was like after entering his forties. Lahaul, Spiti... then back into Manali his friends at the social media network Tweeple did not approve of this. And a battery leaving the building. A lot “On my weekend rides, I started via Rohtang. “In many parts, there’s have helped him study the numbers: just like that, a controversy was born. to have.” wildfire within a team at the agency It has been noticed that eight of people plugged into it. I’ve had to meeting other riders, people who land no road, no network. If you fall off, no “Almost 60 per cent of my fans are While the brand faced heavy online In an age where every Twitter and brand’s end. Ensuring that out of ten times, brands end up ensure they don’t feel the void.” up at a common point for breakfast one will even know,” he says, adding bikers. The others are people who like backlash, stores were vandalised and user is a business journalist in his/ everyone on the team has a clear apologising to pacify angry tweeple. There are other realities to deal somewhere far from the city and in response to my inadvertent ‘then travelling and supporting causes.” the company had to issue an official her own right and their social media understanding of what has happened But isn’t an apology an admission of with as well: “For the first 10 years spend an hour eating together, talking, why do it...?’ expression, “I’m doing it At its core, Goodwind Riding is like apology. timelines are their publication, what is the first step. In order to spot the guilt? Should brands grovel? Kalra we were purely independent (L&K exchanging ideas. That’s when I for people battling for life. I can’t do a a brand, complete with a logo (yellow Be it the racist Dove ad, External is the ideal response for a brand? issue early on, before the story gets feels that it is “okay to apologise” turned 15 last year). Now we’re 100 realised that the image around bikers comfort cruise and say it’s for a cause.” triangle), a tool (crowdsourcing), a Affairs Minister Sushma Swaraj Ashish Khazanchi, managing partner, distorted, we use ‘Brand Live’, our since customers will see humility per cent Publicis-owned and are fully is a little hedonistic. People think ‘Goodwind’ is a ‘sailing term’; in platform (social media), a tangible goal threatening visa denial to an Amazon Enormous, says, “One has to be proprietary tool and process to keep and will forgive the brand. He adds, aligned to Saatchi. We now work with they’re irresponsible, spend lakhs the past, when sailors explored strange (to raise money, akin to a sales target) official over the ‘Indian flag’ doormat cognizant of the times that one lives a tab on real-time data triggers that “In the digital world, with so much all Publicis Groupe agencies (Arc, on their bikes and just set off alone seas, they did so in the hope that the and an intangible goal (to generate controversy or IndiGo Airlines caught in. Offensive copy picked up by help us make better decisions.” opportunity to personalise, a brand Prodigious, Indigo, LBi, Razorfish, on dangerous rides... but the truth is good winds were on their side. “Seven an impact, like the need for brand in an embarrassing moment when a twitterati for the wrong reason can A close analysis reveals that brands has to be realistic and act like a Sapient) closely. We now have different. They’re responsible, socially rides and 22 riders later, not a single building). video (shot by onlookers) portraying take down years of hard work. Creative generally get trapped in a sticky responsible individual; apologise if collaboration targets.” conscious people who like helping one has had as much as a puncture...” A brand campaign that has greatly company employees beating a freedom for the sake of creativity situation of online protests on two you are at fault and clarify if you are Speaking of targets, he plans to each other out.” So he thought of says Nair, knocking on wood. influenced Goodwind Riding is his passenger went viral; marketers and means nothing; in advertising, it has occasions; first, when the brands/ not. Take a stand only if you are 100 scale Goodwind Riding this year. “I agency’s ‘Half Stories’ campaign for advertisers can no longer lean on to necessarily further a brand’s cause. agencies are directly responsible for per cent sure that you are right.” started Goodwind because I felt I must “I cannot do a comfort cruise and say Tata Capital which is about a biker Edmund Jerome McCarthy’s ‘4 Ps Sincerity of purpose and a genuine the uproar (an offensive ad) and Shukla, however, feels that a have an idea that’s sustainable, which that it’s for a cause.” who rode to Indian villages and helped of Marketing’ mix to deal with the appreciation of the customer’s life are second, when uncontrolled variables clarification can be as strong as an can have an impact that goes beyond raise funds for people in need. The new entity - ‘the angry Indian on the reasons why consumers choose damage the brand image (people apology, depending on the context. just writing a cheque for one person.” bringing this burgeoning pool of Fellow-riders include entrepreneurs, social activation-cum-digital effort Twitter’. They need new survival- you and the reason that they forgive recording and circulating videos of He says, “Agencies are under constant Nair has always been passionate misunderstood people together for a restaurateurs, and professionals from won a Grand Prix at Goafest in 2014. skills in their kitty. you if you ever slip sometimes. exploding Samsung phones). Within pressure to keep pushing the envelope about motorcycling, just like his cause. At present, through Goodwind finance, banking and public relations. Interestingly, his clients have Manish Kalra, chief business However, there is unlikely to be a the second category, a special space is of creativity while at the same time father, who he claims is a much better Riding, he raises money (he’s already He shares a memorable anecdote also shown interest in the venture. officer, Craftsvilla, reiterates the remaining sensitive to new consumers. rider than he is. “He’s one of the touched an impressive seven figure about “the most precious donation” “Pepperfry came and said they’d modern age marketing mantra which Marketers can no longer lean on Edmund However, sometimes mistakes are few fathers who allowed his son to mark) for children fighting cancer at of `100. It was when Nair was riding provide (furniture), say, if a hospital dictates that the ‘Customer is King’, made or something is overlooked or own a bike at 18... coming from a Mumbai’s Tata Memorial Hospital near Chatru, Himachal: “I had parked needs something...” he shares. The offline or online! He explains, “If Jerome McCarthy’s ‘4 Ps of Marketing’ mix. there is a genuine belief that the idea middle class family, that’s big, given and those at Bal Asha Orphanage. my bike and was having tea when ability to deal with entrepreneurs a customer is irate, one needs to one-size-fits-all approach.” Khazanchi reserved for the ambush marketing will work but doesn’t. Hence, social is the danger and cost associated with it,” His idea to start a biking group Indian Army cyclists came along. is a survival skill in his book: “The understand the situation and what’s also believes that “promptness” brings attacks that rival firms regularly a very dynamic medium; technically says Nair, who’s had his “fair share of grew when he visited Cannes a few Their captain – an avid biker who new wave of business comprises causing it; find the reason and rectify a definite advantage. “To own the indulge in (StayUncle’s posters you have an infinite audience that will near-fatal crashes”, though. years back. Says Nair, “Everyone there represented the army as a daredevil entrepreneurs; it’s no longer a it.” Agreeing with Kalra, Sidharth conversation before the conversation that openly attacked OYO Rooms). see your content and have multiple He moved from Kerala to Mumbai seems to want to save the world with during the Republic Day parade for ‘corporate’ thing. That’s the challenge Shukla, head, Ogilvy One, North owns you,” is how he puts it. “Broadly speaking, no one would ever interpretations.” in 1993 - “just after the bomb blasts” - their ideas, but a lot of it is selfish. seven years – wanted to sit on my ad agency bosses are dealing with.” India, adds, “The real tool is the Siddharth Mohanty, lead, digital willingly put out an ad which would Mohanty also believes that an and the first thing he did was “bought It’s a means to an end – to win a bike. We got talking. I told them what Nair is confident he’s equipped ability to be able to capture the start strategist, DigitasLBi, follows the rile up its customers. Most times apology is more of an admission of a bike”. For him, that was the only way Lion. He took his passion for biking I was riding for. They weren’t carrying to deal with this. “I love creating of that backlash and respond quickly. strategy of “Stop, drop and roll.” He there are enough people and levels error and a willingness to learn. “If the to travel. “I just couldn’t get myself to and clubbed it with his insight on money as it was a skill-building brands. There’s no great fun in Removing the content, issuing a says, “Backlashes are not unlike fire; that get into the communication brand and agency believe that putting take the Bombay locals (trains)...” he bikers and the idea of riding for charity expedition, but collected what they taking Vodafone to the next level, for clarification or an apology - those just they are panic-inducing moments process to ever allow bad copy pass. forth their perspective is likely to find recalls. Along the way, the bike gave was reinforced. He took his first solo had - `80-100 - and gave it to me.” example. Of course, we’d do it, but the happen to be the formats in which for anybody and when not dealt with It is always an angle that no one in the resonance, they should definitely try way to a more family-friendly mode ride (Lahaul-Spiti) in October 2016; Goodwind Riding is social media- fun lies in creating from scratch.” n you can respond, but the ability to a calm mind, can spread confusion room ever imagined that comes back it,” he adds. n of transport, a car. He likens his return it’s a tough terrain that starts from driven. Nair has about 7,500 organic [email protected] respond in real-time is the best tool or misreading of the situation like to bite you,” informs Khazanchi. [email protected]

26 afaqs! Reporter, February 1-15, 2 0 1 8 afaqs! Reporter, February 1-15, 2 0 1 8 27 l OTT PLAYERS Fighting the Distribution Challenge Telcos have emerged as one of the most viable distribution partners. By Anirban Roy Choudhury nline video platforms today that consumers are likely to use to have started to spend hefty consume our content,” says Uday Osums to ensure they are Sodhi, head, Digital Business, Sony offering premium quality content to Pictures Networks India. consumers. A year ago, Karan Johar By devices he means TV sets, said in a press conference, “What fails smartphones, tablets et al; the OTT to become a feature film or a TV show platforms partner with the gadget ends up being a web-series.” That’s manufacturers to have the app pre- certainly not the case anymore. Today, installed on the device which enhances Big Synergy, which produces Kaun the possibility of the consumer using Banega Crorepati, or EndemolShine, it. “With Liv, being a part of Sony, we which gets Bigg Boss on TV, are are in a unique position because of devoting workforce to creating quality the group’s presence in the TV and shows for online platforms. mobile phone markets. But it’s not But that’s just one part of the story; only Sony Bravia TV sets or Xperia the other part is to take the content phones that we are on, we do a lot to the consumer who then needs to of partnerships beyond that as well,” consume it so that the platform can a fee to access content; yet, to ensure are putting up a shop in that mall,” says Sodhi. recover the cost of creating it. Then that it is reaching out to maximum explains Pantvaidya. “We are primarily an AVOD player there’s also the distribution challenge. consumers, the first three episodes of Telecom service providers want and it is very important for us to be in India is a country with a huge its shows are available on YouTube consumers to consume data and an environment that the consumer is population and by the end of 2018 and Facebook. “Once they have that is why they want all the content comfortable with and that is why we we are expected to have 530 million sampled the content, only then will creators to partner with them. On are there on Airtel TV and looking at smartphone users (Zenith report). they make an effort to download the the other hand, the content creators other telco partnerships too,” he adds. Currently, there are about 350 million app and subscribe to a plan. Also, we want to reach out to more and more Most of the major AVOD players smartphone users and 450 million don’t want to spend on marketing to consumers and that’s where telcos (aside from YouTube) in India are internet users (IAMAI). Despite that, pull in consumers; for us, marketing is come in. Who pays whom depends on the digital extensions of traditional the most viewed video on YouTube in pushing our content to them. Putting the nature of the deal and the number broadcast networks (Star India, India could only fetch 22 million views three episodes for free streaming on of views. It’s not just ALTBalaji that Zee, Sony, Viacom18, SunTV) and in 2017; not even 10 per cent of the YouTube, is a part of our marketing has its content available on telcos; they ride on catch-up television total internet ecosystem of the country. strategy,” asserts Pantvaidya. there are many other SVOD platforms and original content with brands YouTube is an open video-on- ALTBalaji content is available on which do the same. embedded in them. AVOD players demand platform and if 22 million is Vodafone Play (Vodafone’s OTT Hotstar keeps its premium content have now started selling catch-up the benchmark on Google’s platform, platform) and Jio Cinema (Jio’s available for Jio TV consumers, content on digital separately and the then distribution is a challenging piece OTT platform); telecom subscribers Hooq has its content available on brands associate with them on a pay- that’s currently hiding behind rosy PR of these networks can easily access various telcos and recently, Amazon per-view model. (Unseen Undekha, growth headlines. content and do not need to pay a Prime Videos partnered with Airtel Cutless, Bigg Buzz... a look at VOOT’s Both, subscription-based subscription fee. So, is it not a loss TV through which Airtel Postpaid Bigg Boss strategy.) This means that video-on-demand (SVOD) and for SVOD platforms? “In India, the consumers, with a plan of `499 and the more views a video gets, the advertising-based video-on-demand hard reality is that revenue comes above per month, can access Prime more the platform earns and that is (AVOD) platforms, at this stage, from distribution and very little from Video content free for a year. why distribution plays a vital role. are looking for available avenues subscription. For substantial revenue “This exclusive offer enables us AppleTV, Roku, Amazon Fire to reach out to consumers. “OTT to come in, consumers need to get to reach Airtel’s significant customer Stick and Google Chromecast are distribution strategies have two used to the OTT ecosystem and the base across the country, providing the other distribution avenues for parts: one is distribution for revenue OTT players need to have big enough entertainment anytime, anywhere digital players. These are devices that and the other is for reach,” explains libraries. I do not see that happening on a reliable service with great enable consumers to cast content Nachiket Pantvaidya, group chief before the end of 2019. At this stage, playback quality and low data usage,” on larger screens. In other words, operating officer, Balaji Telefilms telco distribution is a viable source says Vijay Subramaniam, director, these devices can turn a normal TV and CEO ALTBalaji. of revenue and by the end of this content, Amazon Prime Video India. into a smart TV. “ALTBalaji is on “We target the urban masses financial year (April 2017 - March Sameer Batra, CEO, Wynk, the Amazon Fire TV Stick and Roku of India with our content and we 2018), we plan to have a presence adds, “This partnership is a major and the partnership helps us to take understand that to reach out to that in the major telecom networks in milestone in Airtel’s endeavour to our content to the international target group, we need to have a robust India,” informs Pantvaidya. In the build a world-class content platform. consumers,” says Pantvaidya. “A lot distribution strategy through various next 12 months, ALTBalaji plans With Airtel TV, we are stepping up of consumers like to watch live- partnerships. Like it is for TV content to get 22-25 million consumers to the value proposition and offering action and films on larger screens distribution, where you partner with sample its content through the telcos. a complete digital entertainment and that is where Amazon Fire TV cable operators (DEN and Siti Cable) What is the telco-platfrom experience to our Postpaid and Stick and Chromecast help Sony and DTH operators (Tata Sky and partnership like Who pays who? Home Broadband users.” Liv,” informs Sodhi. Dish TV), for over-the-top content, “There is no fixed MRP; the pricing It’s not just SVOD but AVOD At this stage, being everywhere you have to partner with telcos varies from deal to deal. Our platforms as well that distribute seems to be the strategy, but as supply (Airtel, Jio and Vodafone)”. partnership with the telcos is like that them through various avenues and and demand grow, it will be interesting ALTBalaji is an SVOD platform, of a shopping mall and its shops. The telcos are one of them. “For us, it’s to see how the tables turn. n which means consumers need to pay telco is the well-built mall and we important to be a part of the device [email protected]

28 afaqs! Reporter, February 1-15, 2 0 1 8 l o OTT PLAYERS Fighting the Distribution Challenge GUEST ARTICLE Telcos have emerged as one of the most viable distribution partners. By Anirban Roy Choudhury The Vicious Cycle... nline video platforms today that consumers are likely to use to have started to spend hefty consume our content,” says Uday ... and how to break out of it. By Manas Mishra Osums to ensure they are Sodhi, head, Digital Business, Sony offering premium quality content to Pictures Networks India. ow remuneration, unsustainable Marketing and Creative/ Media Transparency is a key ingredient to higher end of the category. Korean consumers. A year ago, Karan Johar By devices he means TV sets, agency P&L, low talent cost, Agency business making this work. It lies with both, and American smartphone brands said in a press conference, “What fails smartphones, tablets et al; the OTT Lunspectacular agency output... agencies and their clients, to find a have achieved far greater penetration to become a feature film or a TV show platforms partner with the gadget how can one break out of this vicious ROOT CAUSES AND way to begin this cycle. (with their premium offerings) than ends up being a web-series.” That’s manufacturers to have the app pre- cycle? With the fragmentation of THE SOLUTION ever before. certainly not the case anymore. Today, installed on the device which enhances media (starting in the early ‘90s), Agencies are an integral part of the EVIDENCE ELSEWHERE In sum, the entire category (from Big Synergy, which produces Kaun the possibility of the consumer using brands needed to move beyond top marketing ecosystem and need support Premiumisation of the Indian feature phones and basic smartphones Banega Crorepati, or EndemolShine, it. “With Liv, being a part of Sony, we dailies/ TV channels to a multitude of from the client marketing function to smartphone market is a good case to premium phones) seems to have which gets Bigg Boss on TV, are are in a unique position because of media options/ vehicles within each. survive/ add value to brands. When in point. Smartphones have become moved up in Average Selling Price devoting workforce to creating quality the group’s presence in the TV and Brand marketing expenses presently marketing plays a proactive role in an essential part of life for most over the last three years. People like shows for online platforms. mobile phone markets. But it’s not had to take care of ATL/ BTL/ Digital/ brand growth, agencies find it easier to urban Indians. After the first stage the better price-value equation and it But that’s just one part of the story; only Sony Bravia TV sets or Xperia PR/ Events and brand margins came support brands and marketing. When of experimenting with low-cost/ is a virtuous cycle that will only help the other part is to take the content phones that we are on, we do a lot under immense pressure. the narrative turns defensive, agencies indigenous brands, mass consumers category growth/ technology offered. to the consumer who then needs to of partnerships beyond that as well,” The 15 per cent agency commission and marketing teams are constantly have now graduated to Chinese consume it so that the platform can a fee to access content; yet, to ensure are putting up a shop in that mall,” says Sodhi. was questioned and clients wanted pushing each other to defend their brands that are costlier and more INDIAN PHARMA recover the cost of creating it. Then that it is reaching out to maximum explains Pantvaidya. “We are primarily an AVOD player more for less. This was the same time positions, their roles and their work. technologically advanced than the INDUSTRY EVOLUTION there’s also the distribution challenge. consumers, the first three episodes of Telecom service providers want and it is very important for us to be in when agencies decided to split the In the quarterly results-focused earlier, cheaper phones. In an acutely India’s Pharma industry met its India is a country with a huge its shows are available on YouTube consumers to consume data and an environment that the consumer is media and creative businesses - clients corporation of the 21st century, brands price-sensitive market, average selling darkest hour when the USFDA population and by the end of 2018 and Facebook. “Once they have that is why they want all the content comfortable with and that is why we started paying media and creative are milk-cows that must lactate from prices of smartphones moved up by 6 sounded an ‘Import Alert’ against a we are expected to have 530 million sampled the content, only then will creators to partner with them. On are there on Airtel TV and looking at agencies separately. With clients Day 1. It is imperative that marketing per cent (2016 over 2015) and rose by major Indian Pharma company in smartphone users (Zenith report). they make an effort to download the the other hand, the content creators other telco partnerships too,” he adds. pushing agencies on remuneration, builds ROI into the brand life-story at 25 per cent to $157 in the second half 2010-11 and slapped a $500 million Currently, there are about 350 million app and subscribe to a plan. Also, we want to reach out to more and more Most of the major AVOD players agencies found the going tough. They each stage of its life; fully prepared to of 2017 - the ‘mid-range’ (in pricing fine/ settlement on it thereafter. This smartphone users and 450 million don’t want to spend on marketing to consumers and that’s where telcos (aside from YouTube) in India are had to find new revenue streams - answer questions on input vs output. terms) has itself moved up. became a turning point for the $45 internet users (IAMAI). Despite that, pull in consumers; for us, marketing is come in. Who pays whom depends on the digital extensions of traditional ‘design’ at creative agencies, ‘analytics’, It goes without saying that agency There are two hypotheses for this: billion Indian Pharma industry. the most viewed video on YouTube in pushing our content to them. Putting the nature of the deal and the number broadcast networks (Star India, ‘digital’ etc. became separate products partners must build competencies • Having tried different types of Quality-by-design, Automation India could only fetch 22 million views three episodes for free streaming on of views. It’s not just ALTBalaji that Zee, Sony, Viacom18, SunTV) and at media agencies. The going has been that help marketing teams build ROI phones, consumers have realized (lower scope for manual in 2017; not even 10 per cent of the YouTube, is a part of our marketing has its content available on telcos; they ride on catch-up television tough for agencies ever since. arguments into every brand initiative. the value of buying a costlier interventions), increased manpower total internet ecosystem of the country. strategy,” asserts Pantvaidya. there are many other SVOD platforms and original content with brands In sum, a proactive/ ‘front foot’ phone - better features, faster in quality departments, Quality YouTube is an open video-on- ALTBalaji content is available on which do the same. embedded in them. AVOD players SIGNS OF STRESS narrative ensures that agencies and processors, more memory, Assurance and Control (QC), and demand platform and if 22 million is Vodafone Play (Vodafone’s OTT Hotstar keeps its premium content have now started selling catch-up • Huge talent exodus at agencies and their clients stay ahead of the game at smarter looks and most important stricter compliances are now the the benchmark on Google’s platform, platform) and Jio Cinema (Jio’s available for Jio TV consumers, content on digital separately and the focus on skill up-gradation all times. - longevity. order of the day. Better regulatory then distribution is a challenging piece OTT platform); telecom subscribers Hooq has its content available on brands associate with them on a pay- • Increased frequency of pitches • Category evolution has moved compliances have led to better that’s currently hiding behind rosy PR of these networks can easily access various telcos and recently, Amazon per-view model. (Unseen Undekha, • Transparency Report by ANA A GOOD START to a stage where quality matters processes and products, lower growth headlines. content and do not need to pay a Prime Videos partnered with Airtel Cutless, Bigg Buzz... a look at VOOT’s (USA) and a new agency contract We believe a good start can be made and consumers are ready to pay. recalls, lower wastage (of man-hours Both, subscription-based subscription fee. So, is it not a loss TV through which Airtel Postpaid Bigg Boss strategy.) This means that template by advertiser body ISBA when agencies build a virtuous cycle Hence, phone manufacturers are and material) and finally, better video-on-demand (SVOD) and for SVOD platforms? “In India, the consumers, with a plan of `499 and the more views a video gets, the (UK) of ‘profitable agency remuneration - taking the risk of using better profitability. n advertising-based video-on-demand hard reality is that revenue comes above per month, can access Prime more the platform earns and that is • Newer business models and good talent and tools - good agency ingredients/ higher prices instead (The author is co-founder and managing (AVOD) platforms, at this stage, from distribution and very little from Video content free for a year. why distribution plays a vital role. entrants emerging - consultants like output - better brand growth/ profits’ of ‘competitive’ prices/ fitting director, Mediant Communications, a new- are looking for available avenues subscription. For substantial revenue “This exclusive offer enables us AppleTV, Roku, Amazon Fire Accenture, Deloitte, EY, KPMG, and that’s not defensive in its approach and ingredients. age media and communications agency) to reach out to consumers. “OTT to come in, consumers need to get to reach Airtel’s significant customer Stick and Google Chromecast are even McKinsey - into the Digital has the full backing of the marketer. This trend is also visible at the [email protected] distribution strategies have two used to the OTT ecosystem and the base across the country, providing the other distribution avenues for parts: one is distribution for revenue OTT players need to have big enough entertainment anytime, anywhere digital players. These are devices that and the other is for reach,” explains libraries. I do not see that happening on a reliable service with great enable consumers to cast content something that could remind women of me when Nachiket Pantvaidya, group chief before the end of 2019. At this stage, playback quality and low data usage,” on larger screens. In other words, THE GOOD NEWS CARD it mattered the most. The agency came back operating officer, Balaji Telefilms telco distribution is a viable source says Vijay Subramaniam, director, these devices can turn a normal TV with the idea of a card that tests pregnancy. It is and CEO ALTBalaji. of revenue and by the end of this content, Amazon Prime Video India. into a smart TV. “ALTBalaji is on innovative and highly memorable. Even if people “We target the urban masses financial year (April 2017 - March Sameer Batra, CEO, Wynk, the Amazon Fire TV Stick and Roku A New Kind of Card don’t use it, I am sure they will keep it.” of India with our content and we 2018), we plan to have a presence adds, “This partnership is a major and the partnership helps us to take Sudesh Samaria, co-founder and chief creative understand that to reach out to that in the major telecom networks in milestone in Airtel’s endeavour to our content to the international Would you pee on your doctor’s visiting card? No? Not even if the officer, Dentsu Webchutney, adds, “The project target group, we need to have a robust India,” informs Pantvaidya. In the build a world-class content platform. consumers,” says Pantvaidya. “A lot card doubles up as a pregnancy test? By News Bureau came to life after intense research in the paper distribution strategy through various next 12 months, ALTBalaji plans With Airtel TV, we are stepping up of consumers like to watch live- selection and printing techniques. We roped in partnerships. Like it is for TV content to get 22-25 million consumers to the value proposition and offering action and films on larger screens usiness cards are an integral part of any and pregnancy test. User needs to India’s leading print design and paper distribution, where you partner with sample its content through the telcos. a complete digital entertainment and that is where Amazon Fire TV company or individual’s branding. tear the pregnancy test portion and expert to work on this project. After cable operators (DEN and Siti Cable) What is the telco-platfrom experience to our Postpaid and Stick and Chromecast help Sony BHowever, Dr Kiran S. Gautam, dip it into urine. The pregnancy creating the first set of prototypes, it and DTH operators (Tata Sky and partnership like Who pays who? Home Broadband users.” Liv,” informs Sodhi. gynaecologist and obstetrician, has released a new test reacts to the urine and tells took us several weeks to get things right. Dish TV), for over-the-top content, “There is no fixed MRP; the pricing It’s not just SVOD but AVOD At this stage, being everywhere business card (‘The Good News Card’) that also the user whether she is pregnant This card has medical usage which you have to partner with telcos varies from deal to deal. Our platforms as well that distribute seems to be the strategy, but as supply serves as a pregnancy test. The card has been or not. posed challenges of its own. We are (Airtel, Jio and Vodafone)”. partnership with the telcos is like that them through various avenues and and demand grow, it will be interesting designed by Dentsu Webchutney Innovation Lab. Gautam says, “My brief to the happy to have braved them all.” n ALTBalaji is an SVOD platform, of a shopping mall and its shops. The telcos are one of them. “For us, it’s to see how the tables turn. n The card is divided into two units: information agency was very clear. I wanted [email protected] which means consumers need to pay telco is the well-built mall and we important to be a part of the device [email protected]

28 afaqs! Reporter, February 1-15, 2 0 1 8 afaqs! Reporter, February 1-15, 2 0 1 8 29 oee New campaigns across television, print, out-of-home and digital media. VIDEOS

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

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POLICYBAZAAR.COM MANFORCE ASIAN PAINTS ROYAL ENFIELD Policybazaar.com has released its new Manforce Condoms’ digital video titled, Asian Paints’ new ad talks about how Royal Enfield has released a new ad ad film featuring actors Tisca Chopra and ‘ShutThePhoneUp’ talks about the danger everyone should be inspired to live more for its range of motorcycle gear. The Pankaj Tripathi. The film aims to highlight associated with filming intimate moments comfortably in ones own home. The ad is 45-second-long film portrays bikers the importance of health insurance. on phone. titled, ‘#HomesNotShowrooms’ travelling on rugged terrain. Creative Agency: In-house Creative Agency: ADK Fortune Creative Agency: Ogilvy & Mather Creative Agency: Vinod D’sa and team

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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

30 afaqs! Reporter, February 1-15, 2 0 1 8 oee New campaigns across television, print, out-of-home and digital media. VIDEOS

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

VODAFONE MYNTRA HORLICKS SWIGGY Vodafone’s pug is back in the brand’s Myntra has released the second video Horlicks’ new ad titled, ‘Fearless Kota’ Swiggy has launched its first ever integrated recent ad film which has a run-time in the ‘Myntra Unforgettables’ series. portrays the lives of students studying in campaign marking the brand’s debut on of around a minute. The ad is titled, The ad narrates the story of a Patna girl, coaching centers at Kota in order to clear television. The ad is titled, ‘Swiggy And Chill.’ ‘#StrongerTogether’. Shristi. the engineering entrance exams. Creative Agency: Lowe Lintas Creative Agency: Ogilvy & Mather Creative Agency: In-house Creative Agency: FCBUlka

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DISCOVERY JEET KENT RO BIG BAZAAR AMAZON Discovery has launched a new video for Kent RO’s new ad narrates a heart- Big Bazaar’s new ad titled, ‘Kahaani Ek Amazon has released a new ad for Amazon its first GEC channel, ‘Jeet’. The ad hinges warming story of a son expressing his Tea Set Ki’ is a part of the brand’s ‘Sabse Pay. The ad explains the benefits of the on this theme: ‘You’ve been watching love and care for his mother. The ad is Saste Din’ sale advertising which include platform which doesn’t pester consumers television for years now. But, look who’s over a minute long. two more videos. The ads go with the with pass-codes and waiting time. watching you!’ Creative Agency: Jigsaw Pictures hash-tag, ‘#IndiaChalaShopping’. Creative Agency: Amazon Creative Services

PRINT GST Number MERCEDES-BENZ ASIAN VISION In its new print ad, ELECTRONICS PAINTS Mercedes-Benz thanks The brand has Asian Paints’ print audiences for making the released a quirky new ad celebrates the brand a leader in the luxury print ad which reads, achievement of car market for a period of ‘Those who care about Piyush and Prasoon three consecutive years. Pandey for winning peace, never burn the Cannes Lions’ things down’. Lifetime Achievement Award — the Lion of St. Mark.

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30 afaqs! Reporter, February 1-15, 2 0 1 8 o

GUEST ARTICLE Top four ‘pitch screw-ups’...... and what agencies can do to avoid them. By Shiv Sethuraman

n the early days of my career, my MISTAKE NO. 1: BELIEVING brief finally takes place on Day 15 and the story telling is tight and energetic then agency was participating in THE BRIEF the creative team is up in arms, as they and, if you are contradicting or Ia prestigious pitch for a global Every agency in the pitch gets rightfully should be, over the amount reinforcing one another. Trust me, personal computer brand. On the the written brief. Often times, the of time available. This is a chronic the average presentation becomes day of the pitch we walked into the winning agency is able to deduce what problem in many agencies. at least twice as better when you conference room with more than a I call “the brief behind the brief”. Here’s what you should be doing rehearse together. little hope in our hearts. The strategy What is that? This is the hidden brief instead. Think of the “brief” as a was sound, the work sparkled and we that was lost when the CEO told the 5-day process instead of an hour-long MISTAKE NO. 4: NOT LEARN- had enjoyed good “pre-presentation” CMO who told the category manager meeting. Meet right after the client ING FROM A LOST PITCH! chemistry with the clients. who then instructed the brand brief and discuss it with the pitch The most invaluable lessons are As subsequent events showed, manager to write the brief. As you team. Talk, discuss, assign tasks and often gained from defeat, as the cliché our optimism was clearly premature. can well imagine, huge transmission disband. Meet again the next day. goes. Unfortunately though, not too To our absolute horror and dismay, losses occur in the process. Refine the previous day’s thinking. many agencies spend enough time five slides into the presentation our The smart agency spends a lot Rinse. Repeat. Keep up the intensity interrogating the prospective client lead presenter referred to the client’s of time infiltrating the client and at the end of a few days everyone after they learn they have lost. I use the brand by the name of their principal organisation and meeting the real will have a clear understanding word “interrogating” very deliberately competitor. In spite of our best efforts stakeholders. (Pro-tip alert: Heads of of what needs to get done. More because this is often a difficult to correct him (and make feeble jokes sales and CFOs are great sources importantly, everybody on the team conversation for the would-be client about the faux pas), he did it at least for understanding the real business owns the brief now as opposed to and he or she is understandably, another five times. Needless to say, issues.) If you simply take the written just the poor planner. And you have polite. You have to persevere and dig there was no applause at the end of brief and walk away, chances are 15 days to work on the idea – the real deep to understand what went wrong. our presentation. And that evening pretty high you’re working on the hero of any pitch presentation. I have heard many painful things we received a terse note to say we wrong problem. in ‘post-pitch-loss’ conversations. hadn’t made it to the second round MISTAKE NO. 3: NOT Things that have hurt and angered of the pitch. MISTAKE NO. 2: SPENDING REHEARSING! me. Things that have made me want When advertising veterans meet 70 PER CENT OF AVAILABLE In my book, this one’s the most to scream about the unfairness of there is always a hilarious pitch TIME WRITING THE BRIEF cardinal of all the sins. Nobody, but perception or process. But invariably, screw-up story waiting to be told - The client gives you 20 days to nobody, I have met can pull off today’s they have helped make the next pitch usually that of a competing agency. get back with your presentation. complex, multidisciplinary pitch ever so slightly better. The laughter masks, however, the “Reasonable”, you say! Here’s what without a team rehearsal. Or two. Implementing these lessons the painful mistakes we have all made or then happens… the kick off meeting An agency presentation is a massive next time you go into pitch may not been witness to, over the course of happens on Day 3 because everyone team effort and you absolutely cannot result in a win. But I guarantee, hundreds of pitches. on the team is not available before afford to not rehearse together. (Pro you will have a better outcome than While nothing may be able to save that. The planner requires at least a tip alert: Get two “problem spotters” your last pitch. And over a period of you from the kind of gaffe I described week to write the brief. On Day 10, who have nothing to do with the pitch time, you will certainly see far better in the opening paragraph, here is a list you meet to discuss the brief. The to attend your rehearsals. They’ll see conversion rates. n of the most common things to watch creatives don’t like it so the planners stuff the pitch team doesn’t.) This is (The author is the founder of ‘The out for. After all, it will cost you far go back to writing the brief. They are where you see if it all stitches together New Business’, a business acquisition lesser to learn from my mistakes than ready on Day 12 but unfortunately beautifully, if the transitions from one service for communication agencies) making our own. the creative director is at a shoot. The presenter to another are seamless, if [email protected]

AMAZON launch, Amazon Prime Music listeners will enjoy hundreds of especially hand-curated playlists across their favourite eras, genres, and artists.” Vikram Mehra, managing director, Saregama Bridging the Musical Gap India, adds, “Music streaming has fast emerged Amazon partners with Saregama. By News Bureau as one of the foremost ways of consuming music in India. We are excited to partner with Amazon mazon has announced a partnership with Jagjit Singh, Ghulam Ali, M. S. Subbulakshmi, Prime Music, in bringing our extensive and Saregama to stream the label’s catalogue Asha Bhosle, R.D Burman and rich catalogue of songs from our label Aof 117,000 tracks on Amazon Prime Kishore Kumar. to their platform, ensuring that we Music when the ad-free music streaming service Sahas Malhotra, director, reach out to the fast-growing base of launches in India. Prime members will soon Amazon Music, India, says, “We are Prime members. We believe this digital be able to discover and listen to melodies on excited to partner with Saregama experience would only enhance the Amazon Prime Music from movies like Guide, to add classics over the decades level of popularity of our songs across Don, Kati Patang, Waqt, CID; contributions from in several Indian languages to boost our always a wide demographic of people in India” n legends like Lata Mangeshkar, Mohammad Rafi, expanding Indian and International catalogue. At [email protected]

32 afaqs! Reporter, February 1-15, 2 0 1 8 o o

GUEST ARTICLE Top four ‘pitch screw-ups’...

...and what agencies can do to avoid them. By Shiv Sethuraman Post: Sr. Visualizer Servicing Executive Post: Visualiser / Jr. Art director Profile: Digital Media planning and Company: Base Communication Pvt Company: BeFoundations Company: Span Communications buying for clients on various digital n the early days of my career, my MISTAKE NO. 1: BELIEVING brief finally takes place on Day 15 and the story telling is tight and energetic Ltd Profile: To help acquire new Profile: Professional with creative platforms i.e. Display, Search, then agency was participating in THE BRIEF the creative team is up in arms, as they and, if you are contradicting or Profile: Good visualizing skills. clients for agency and help secure accumen and sound knowledge of Mobile & Social Media. Formulate Ia prestigious pitch for a global Every agency in the pitch gets rightfully should be, over the amount reinforcing one another. Trust me, Preferable experience in designing and service them. We work in the designing softwares. strategy as per the clients objective personal computer brand. On the the written brief. Often times, the of time available. This is a chronic the average presentation becomes for print media & print production, lifestyle space so brands in this Exp: 3 to 5 years to meet digital media goals, day of the pitch we walked into the winning agency is able to deduce what problem in many agencies. at least twice as better when you digital. Co-operative and dedicated. category should be a part of the Location: New Delhi campaign execution, optimization, conference room with more than a I call “the brief behind the brief”. Here’s what you should be doing rehearse together. Software skill - photoshop, candidates portfolio required. Email: [email protected] reporting on Google Adwords & little hope in our hearts. The strategy What is that? This is the hidden brief instead. Think of the “brief” as a coraldraw, illustrator, etc. is Exp: 3 to 4 years ...... Facebook Adverts. was sound, the work sparkled and we that was lost when the CEO told the 5-day process instead of an hour-long MISTAKE NO. 4: NOT LEARN- necessary. Location: New Delhi Exp: 2 to 5 years had enjoyed good “pre-presentation” CMO who told the category manager meeting. Meet right after the client ING FROM A LOST PITCH! Exp: 3 to 4 years Email: admin@ Post: Client Servicing / Account Location: Mumbai chemistry with the clients. who then instructed the brand brief and discuss it with the pitch The most invaluable lessons are Location: New Delhi foundationadvertising.com Executive Email: [email protected] As subsequent events showed, manager to write the brief. As you team. Talk, discuss, assign tasks and often gained from defeat, as the cliché Email: jyoti@ ...... Company: Quotient ...... our optimism was clearly premature. can well imagine, huge transmission disband. Meet again the next day. goes. Unfortunately though, not too thebasecommunication.com Communications Pvt Ltd To our absolute horror and dismay, losses occur in the process. Refine the previous day’s thinking. many agencies spend enough time ...... Post: PHP Developer Profile: Sales driven strategizing, Post: Zonal Manager Panjim Goa five slides into the presentation our The smart agency spends a lot Rinse. Repeat. Keep up the intensity interrogating the prospective client Company: Delhi Elektric day-to-day interaction with clients, Company: Vritti Solutions Limited lead presenter referred to the client’s of time infiltrating the client and at the end of a few days everyone after they learn they have lost. I use the Post: Senior Copywriters Profile: Framework Codelgniter understanding briefs and executing Profile: Zonal Manager - Sales & brand by the name of their principal organisation and meeting the real will have a clear understanding word “interrogating” very deliberately Company: MX Advertising Pvt Ltd Laravel 5.2 Bootstrap UI Kendo them in the most creative, yet Marketing: responsible for Sales competitor. In spite of our best efforts stakeholders. (Pro-tip alert: Heads of of what needs to get done. More because this is often a difficult Profile: Passionate, imaginative UI.IDE Dreamweaver Adobe solutions-oriented manner possible. & Marketing, Media Planning to correct him (and make feeble jokes sales and CFOs are great sources importantly, everybody on the team conversation for the would-be client writers, bitten by the proverbial Dreamweaver CS.Database MySQL Exp: 1 to 2 years & Management, Key Account about the faux pas), he did it at least for understanding the real business owns the brief now as opposed to and he or she is understandably, creative bug (don’t worry - we MS SQLServer 2008 R2.WebTool Location: Mumbai Management/Client Servicing, another five times. Needless to say, issues.) If you simply take the written just the poor planner. And you have polite. You have to persevere and dig won’t insist you show us where HTML, XHTML, CSS, JQUERY, Email: [email protected] Business Development, Team there was no applause at the end of brief and walk away, chances are 15 days to work on the idea – the real deep to understand what went wrong. exactly it bit you!) with great JSON, AJAX, XML, Responsive ...... Management, MIS/Reports/ our presentation. And that evening pretty high you’re working on the hero of any pitch presentation. I have heard many painful things vocabulary, flawless grammar, rich Angular, js.Platforms Windows Operations. we received a terse note to say we wrong problem. in ‘post-pitch-loss’ conversations. experience of handling campaigns 7/8/8.1/10 Linux CentOS 6. Post: Junior Web Developer Exp: 4 to 6 years hadn’t made it to the second round MISTAKE NO. 3: NOT Things that have hurt and angered and pitches and an impressive Exp: 2 to 4 years Company: Disha Communications Location: Panjim Goa of the pitch. MISTAKE NO. 2: SPENDING REHEARSING! me. Things that have made me want portfolio. Location: Delhi Pvt Ltd Email: [email protected] When advertising veterans meet 70 PER CENT OF AVAILABLE In my book, this one’s the most to scream about the unfairness of Exp: 2 to 4 years Email: admin@ Profile: Create website layout/ there is always a hilarious pitch TIME WRITING THE BRIEF cardinal of all the sins. Nobody, but perception or process. But invariably, Location: Mumbai foundationadvertising.com user interface by using standard screw-up story waiting to be told - The client gives you 20 days to nobody, I have met can pull off today’s they have helped make the next pitch Email: [email protected] ...... HTML/CSS, Wordpress practices, usually that of a competing agency. get back with your presentation. complex, multidisciplinary pitch ever so slightly better...... gather and refine specifications and The laughter masks, however, the “Reasonable”, you say! Here’s what without a team rehearsal. 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Creative with applied visualization skills; sound layout Email: [email protected] you from the kind of gaffe I described week to write the brief. On Day 10, who have nothing to do with the pitch time, you will certainly see far better common sense. If outright sense; well versed with digital ...... EVEN GOOD CAN! in the opening paragraph, here is a list you meet to discuss the brief. The to attend your rehearsals. They’ll see conversion rates. n creativity, out-of-the-box thinking, medium; command and speed on GET BETTER of the most common things to watch creatives don’t like it so the planners stuff the pitch team doesn’t.) This is (The author is the founder of ‘The and good English writing skills, is designing softwares like photoshop. Post: Business Development out for. After all, it will cost you far go back to writing the brief. They are where you see if it all stitches together New Business’, a business acquisition what you are… opportunity is here Never ending urge to learn. Manager / Assistant Manager lesser to learn from my mistakes than ready on Day 12 but unfortunately beautifully, if the transitions from one service for communication agencies) for you. Exp: 2 to 4 years Company: Strings Advertising making our own. the creative director is at a shoot. The presenter to another are seamless, if [email protected] Exp: 0 to 4 years Location: Pune Profile: Contacting new clients Location: Delhi Email: [email protected] and developing new business by Email: [email protected] ...... creating opportunities with clients. AMAZON launch, Amazon Prime Music listeners will enjoy ...... Build relationship with prospective TO ADVERTISE, CONTACT: hundreds of especially hand-curated playlists Post: Senior Digital Media Planner clients. We prefer young and smart Shubham Garg across their favourite eras, genres, and artists.” Post: Account Planner Company: Associated Advertising person with proven performance Vikram Mehra, managing director, Saregama Company: daCunha Pvt Ltd in New Business development Bridging the Musical Gap India, adds, “Music streaming has fast emerged Communications Pvt Ltd Profile: Media & budget Planning preferably in an advertising agency Aakash Bhatia (West) as one of the foremost ways of consuming music Profile: Client interaction with across channels, Hands-on or an Events or Media sales Amazon partners with Saregama. By News Bureau in India. We are excited to partner with Amazon Amul and Others. Market visit to experience on Adwords & company. mazon has announced a partnership with Jagjit Singh, Ghulam Ali, M. S. 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32 afaqs! Reporter, February 1-15, 2 0 1 8 afaqs! Reporter, February 1-15, 2 0 1 8 33 people

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

ADVERTISING MEDIA

Indigo Consulting regional creative director for P&G’s Eros Digital Indigo Consulting, the digital Whisper. Eros International has appointed Ali Hussein as chief operating agency from the house of Publicis officer (COO) of Eros Digital. He will be spearheading Eros’ Communications, has appointed Paul Ogilvy India digital initiatives including Eros Now, its digital over-the-top Dueman as senior vice president, Ogilvy India has announced Prem (OTT) South Asian entertainment platform. Hussein brings strategy and business, Chetan Thaker as Narayan as chief strategy officer, Ogilvy with him 15 years of experience in the media entertainment and head, customer success and Alifiya Naik India and Balagopalan Ganapathy as digital space. He has been an entrepreneur and board advisor as lead UX consultant. The trio will be head, planning, Ogilvy Mumbai. Both to Discovery Networks and other start-ups in the media, and based in Mumbai and will report to Jose roles are effective immediately. technology domain. Leon, president, Indigo Consulting. In his new role, Narayan will lead Dueman’s mandate is to lead business the planning team to drive the national Star Sports development, account management, agenda. He will also continue to partner Shubhranshu Singh, executive vice president and head sales and strategy functions for Indigo the CCOs and business heads to deliver marketing Star Sports has moved on from the company. Highly Consulting’s digital transformation creative solutions to clients nationally. placed sources close to the development have confirmed the business, nationally. All business and Narayan will report directly to Kunal news to afaqs! Reporter. Singh joined Star Sports in December account management teams for Indigo’s Jeswani. Ganapathy on the other hand, 2013. He was the first marketing head at the sports network digital transformation business, across will report to Narayan. of STAR India. Previously, Singh worked at Visa as marketing the Mumbai and Gurugram offices, will Madhukar Sabnavis, vice chairman director India and South Asia. report to him. and director, client relations, Ogilvy India, says, “Narayan and Ganapathy are VML India L&K Saatchi & Saatchi two accomplished planners of Ogilvy Global digital marketing agency VML India, has appointed Law & Kenneth Saatchi & Saatchi, who have contributed to function in Achal Deoda as business director, Mumbai and Amandeep Publicis Communications’ full-service the last decade; their promotion is a Singh as business director, Delhi. In the last 12 years, Deoda creative agency, has named Delna recognition of this. They are the ideal has worked in many different sectors, gathering an all-round Sethna as chief creative officer across next generation planners to take Ogilvy experience in travel, broadcasting (home shopping business), all its businesses. Prior to this, Sethna Planning in India to the next level.” music and digital, and has worked with Thomson Airways was leading some key global businesses - TUI (UK), Star CJ Network (India) and HMV Saregama such as P&G brands and Mondelez. Famous Innovations (India). She is now the creative face of Law Famous Innovations has elevated & Kenneth Saatchi & Saatchi with Siddhartha Singh as chief executive Vyoma Media immediate effect. She will continue to officer, Mumbai. In less than six months Vyoma Media, a digital outdoor solutions company, has appointed report to Anil S Nair, chief executive since he joined the agency, Singh has Rohan Srinivasan as chief marketing and communications officer and managing partner of the been promoted. Singh joined Famous officer. He will oversee the company’s overall brand and agency. from Salt Brand Solutions where he marketing strategies in addition to internal and external Sethna joined Law & Kenneth Saatchi was founding partner. stakeholder communications. Srinivasan brings with him 17 & Saatchi in 2014, her second stint Overall, Singh has spent over 20 years years of experience in the communication and public relations at the agency. She joined from Leo in the industry, across agencies like Leo industry across the United Kingdom and India. In previous Burnett India, where she was the Burnett, Publicis, Y&R and Salt. roles, he has worked both in-house and on the agency side.

MARKETING DIGITAL

Essence general manager (GM) of OLX the company. His stint at Volkswagen Pepperfry GroupM’s Essence, has appointed India. In his new role, Momtaz lasted for three years. Prior to joining Online marketplace, Pepperfry. Sonali Malaviya as vice-president, will lead the India business to boost Volkswagen, Basu was heading the com has appointed Abhimanyu client partner. She will be reporting OLX’s dominant position in online marketing operations at SKODA Lal as chief product officer. In to Anand Chakravarthy, managing classifieds. He will be in charge to India. He has also been associated this role, Lal will lead Product director, Essence India and will accelerate growth in key categories, with Saatchi & Saatchi in the role of development at Pepperfry as lead the Google relationship, based including auto, real estate, jobs chief executive officer. the company seeks to amplify in the Gurgaon office. Prior to and goods. Momtaz will report to the innovation roadmap to joining Essence, Malaviya was the Leonardo Rubinstein, CEO, ALMEA Kia Motors India develop leading-edge customer chief operating officer of Colorbar (Asia, Latin America, Middle East Kia Motors India (KMI) has experiences and strengthen its Cosmetics. With experience and Africa), OLX Group. Momtaz appointed Manohar Bhat as head position as an omni-channel spanning over 15 years, Malaviya is a joined OLX Group in 2016, as GM of marketing and sales and Yong S. powerhouse. Prior to joining marketing professional working with of OLX in Egypt. He brings diverse Kim as executive director, effective Pepperfry, Lal was associated global brands and companies. She experience spanning over a decade in immediately. They will be a part of with KartRocket as chief business was also the India country marketing business development, strategy and the core senior management team officer and was responsible lead at Twitter and helped set up and consulting. at KMI and will be instrumental for scaling the business navigate their marketing offering of in setting up the India operations and identifying avenues for domestic and international brands in Volkswagen for marketing and sales. Bhat will expansion, in addition to driving the market. Volkswagen announced a change be responsible for marketing, sales the company’s profitability. He in its Indian management. Kamal and after-sales service operations. also donned the founder’s hat for OLX India Basu who was managing marketing He will work towards building the his start-up venture Twyst.in in Online marketplace OLX has and public relations at Volkswagen brand Kia as a household name in 2014. appointed Momtaz Moussa as the passenger cars has parted ways with India.

34 afaqs! Reporter, February 1-15, 2 0 1 8 people

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

ADVERTISING MEDIA

Indigo Consulting regional creative director for P&G’s Eros Digital Indigo Consulting, the digital Whisper. Eros International has appointed Ali Hussein as chief operating agency from the house of Publicis officer (COO) of Eros Digital. He will be spearheading Eros’ Communications, has appointed Paul Ogilvy India digital initiatives including Eros Now, its digital over-the-top Dueman as senior vice president, Ogilvy India has announced Prem (OTT) South Asian entertainment platform. Hussein brings strategy and business, Chetan Thaker as Narayan as chief strategy officer, Ogilvy with him 15 years of experience in the media entertainment and head, customer success and Alifiya Naik India and Balagopalan Ganapathy as digital space. He has been an entrepreneur and board advisor as lead UX consultant. The trio will be head, planning, Ogilvy Mumbai. Both to Discovery Networks and other start-ups in the media, and based in Mumbai and will report to Jose roles are effective immediately. technology domain. Leon, president, Indigo Consulting. In his new role, Narayan will lead Dueman’s mandate is to lead business the planning team to drive the national Star Sports development, account management, agenda. He will also continue to partner Shubhranshu Singh, executive vice president and head sales and strategy functions for Indigo the CCOs and business heads to deliver marketing Star Sports has moved on from the company. Highly Consulting’s digital transformation creative solutions to clients nationally. placed sources close to the development have confirmed the business, nationally. All business and Narayan will report directly to Kunal news to afaqs! Reporter. Singh joined Star Sports in December account management teams for Indigo’s Jeswani. Ganapathy on the other hand, 2013. He was the first marketing head at the sports network digital transformation business, across will report to Narayan. of STAR India. Previously, Singh worked at Visa as marketing the Mumbai and Gurugram offices, will Madhukar Sabnavis, vice chairman director India and South Asia. report to him. and director, client relations, Ogilvy India, says, “Narayan and Ganapathy are VML India L&K Saatchi & Saatchi two accomplished planners of Ogilvy Global digital marketing agency VML India, has appointed Law & Kenneth Saatchi & Saatchi, who have contributed to function in Achal Deoda as business director, Mumbai and Amandeep Publicis Communications’ full-service the last decade; their promotion is a Singh as business director, Delhi. In the last 12 years, Deoda creative agency, has named Delna recognition of this. They are the ideal has worked in many different sectors, gathering an all-round Sethna as chief creative officer across next generation planners to take Ogilvy experience in travel, broadcasting (home shopping business), all its businesses. Prior to this, Sethna Planning in India to the next level.” music and digital, and has worked with Thomson Airways was leading some key global businesses - TUI (UK), Star CJ Network (India) and HMV Saregama such as P&G brands and Mondelez. Famous Innovations (India). She is now the creative face of Law Famous Innovations has elevated & Kenneth Saatchi & Saatchi with Siddhartha Singh as chief executive Vyoma Media immediate effect. She will continue to officer, Mumbai. In less than six months Vyoma Media, a digital outdoor solutions company, has appointed report to Anil S Nair, chief executive since he joined the agency, Singh has Rohan Srinivasan as chief marketing and communications officer and managing partner of the been promoted. Singh joined Famous officer. He will oversee the company’s overall brand and agency. from Salt Brand Solutions where he marketing strategies in addition to internal and external Sethna joined Law & Kenneth Saatchi was founding partner. stakeholder communications. Srinivasan brings with him 17 & Saatchi in 2014, her second stint Overall, Singh has spent over 20 years years of experience in the communication and public relations at the agency. She joined from Leo in the industry, across agencies like Leo industry across the United Kingdom and India. In previous Burnett India, where she was the Burnett, Publicis, Y&R and Salt. roles, he has worked both in-house and on the agency side.

MARKETING DIGITAL

Essence general manager (GM) of OLX the company. His stint at Volkswagen Pepperfry GroupM’s Essence, has appointed India. In his new role, Momtaz lasted for three years. Prior to joining Online marketplace, Pepperfry. Sonali Malaviya as vice-president, will lead the India business to boost Volkswagen, Basu was heading the com has appointed Abhimanyu client partner. She will be reporting OLX’s dominant position in online marketing operations at SKODA Lal as chief product officer. In to Anand Chakravarthy, managing classifieds. He will be in charge to India. He has also been associated this role, Lal will lead Product director, Essence India and will accelerate growth in key categories, with Saatchi & Saatchi in the role of development at Pepperfry as lead the Google relationship, based including auto, real estate, jobs chief executive officer. the company seeks to amplify in the Gurgaon office. Prior to and goods. Momtaz will report to the innovation roadmap to joining Essence, Malaviya was the Leonardo Rubinstein, CEO, ALMEA Kia Motors India develop leading-edge customer chief operating officer of Colorbar (Asia, Latin America, Middle East Kia Motors India (KMI) has experiences and strengthen its Cosmetics. With experience and Africa), OLX Group. Momtaz appointed Manohar Bhat as head position as an omni-channel spanning over 15 years, Malaviya is a joined OLX Group in 2016, as GM of marketing and sales and Yong S. powerhouse. Prior to joining marketing professional working with of OLX in Egypt. He brings diverse Kim as executive director, effective Pepperfry, Lal was associated global brands and companies. She experience spanning over a decade in immediately. They will be a part of with KartRocket as chief business was also the India country marketing business development, strategy and the core senior management team officer and was responsible lead at Twitter and helped set up and consulting. at KMI and will be instrumental for scaling the business navigate their marketing offering of in setting up the India operations and identifying avenues for domestic and international brands in Volkswagen for marketing and sales. Bhat will expansion, in addition to driving the market. Volkswagen announced a change be responsible for marketing, sales the company’s profitability. He in its Indian management. Kamal and after-sales service operations. also donned the founder’s hat for OLX India Basu who was managing marketing He will work towards building the his start-up venture Twyst.in in Online marketplace OLX has and public relations at Volkswagen brand Kia as a household name in 2014. appointed Momtaz Moussa as the passenger cars has parted ways with India.

34 afaqs! Reporter, February 1-15, 2 0 1 8