October 16-31, 2014 Volume 3, Issue 10 `100

Is ‘aspirational’ the most abused word in Indian marketing?

20 32 6 PLUS SONY XPERIA Every Girl for Herself 10

FLIPKART VS SNAPDEAL Thunderous War 14 SONY PAL 18 DEFINING MOMENTS INTERVIEW HP Betting on Ekta Kapoor Nina Elavia Jaipuria Ranveer Singh Bending the Rules DNA Known as a risk taker, her “Endorsements are part of The brand mixes celebrity career is full of learnings. my equity” with humour. Brand Page 26

(',725,$/

This fortnight... Volume 3, Issue 10 ‘Aspirational’ is such an aspirational word. It is what every word in the English EDITOR Oxford Dictionary aspires to be. Sreekant Khandekar October 16-31, 2014 Volume 3, Issue 10 `100 That sounds utterly nonsensical – but, then, so too does the dogged use of the PUBLISHER Prasanna Singh 16 word ‘aspirational’ by marketers and ad agencies in India. We’ve laughed in office DEPUTY EDITOR since long about how every product under the sun is purportedly ‘aspirational’. It has Ashwini Gangal reached a point where to admit that your brand is not aspirational is to concede that SENIOR LAYOUT ARTIST you are somehow ashamed of it. Vinay Dominic PRODUCTION EXECUTIVE This leads to the logical question: Is it only the Indian marketer who is Andrias Kisku ‘aspirational’-obsessed or is this a global phenomenon? In the course of researching ADVERTISING ENQUIRIES Is ‘aspirational’ the most abused word in Naveen Arora Indian marketing? this story we stumbled upon an international Aspirational Consumer Index which is (0120) 4077803, 4077866 published each year. Clearly, we are not alone. But, then again, India tops the Index Noida 20 32 6 PLUS SONY XPERIA Every Girl for Herself 10 as the market with the highest number of aspirational consumers – more even than Pradeep Hegde FLIPKART VS SNAPDEAL Thunderous War 14 (022) 40429702-5 SONY PAL China. ‘Aspirationals’ are defined by their love for shopping and desire for responsible Betting on Ekta Kapoor 18 DEFINING MOMENTS INTERVIEW HP Mumbai Nina Elavia Jaipuria Ranveer Singh Bending the Rules DNA Known as a risk taker, her “Endorsements are part of The brand mixes celebrity career is full of learnings. my equity” with humour. Brand Page 26 consumption, among other things. [email protected] If aspiration is about hope or ambition for the future, India is the country for MARKETING OFFICE it because there are just so many young people who look forward to a better tomorrow. As one of our B-3, First Floor, Sector-4, Noida-201301. interviewees reasons, “you can’t say that youth is utilitarian”. Tel: (0120) 4077800. MUMBAI With feature-based advertising in decline over the years, brands have been trying to appeal to the heart 501-502, Makani Center, 5th Floor, rather than the head in one category after another. With product parity a reality most brands have to live Off Linking Road, Bandra (W), Mumbai - 400050 with, they have little specific to trumpet. And since there is nothing new to say, the brands might as well say Tel: +91-22-40429 709 - 712 it with emotion. SUBSCRIPTION ENQUIRIES Akhilesh Singh So, in many ways, brands are getting pushed out of the standard category story to narrate instead tales (0120) 4077837 that rise above it. This presents an opportunity to become ‘aspirational’. There is a danger, of course. In [email protected] many TVCs today, it takes long to decipher not just which brand it relates to – but even the category to Owned by Banyan Netfaqs Pvt Ltd and Printed and published by which it belongs. That is because brands across categories are being presented as lifestyle brands, no matter Prasanna Singh, if it is only plywood. at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063.

Printed at Cirrus Graphics Private Limited B-61, Sector 67, Noida (U.P.), 201301 Sreekant Khandekar Cover Illustration [email protected] Vinay Dominic CONTENTS 22 4 PLUS

PEPPERFRY.COM Happy Furnishing 8 PEPSI No Pressure No Stress CAMPAIGN TRAIL The out-of-form 12 Virat Kohli represents New Campaigns the Indian youth. CHANNEL V Dare 2 Date 18 SATYAMEV JAYATE 28 14 Impact Show LIFE OK The show beefs up its promos Time to Rise 26 as it enters the third season. ZEE STUDIO POINTS OF VIEW 24 Makeover Time 28 Flipkart Fiasco COLORS THE HINDU MOVEMENT What can brands learn from Second Epic Ignore Fights, Read Us Flipkart’s ‘Big Billion Day’ A look at the channel’s The newspaper takes advantage People Movements 36 Blunder? second historical show. of the TOI-HT fight.

afaqs! Reporter, October 16-31, 2014 3 $'9(57,6,1* PEPSI No Pressure No Stress

innovation - in place where we innovate and create products as per evolving consumer preferences.” This is the first Pepsi campaign released after the integration of PO1 creative team at JWT. Anuja Chauhan - of ‘Yeh Dil Maange More’ and ‘Oye Bubbly’ fame - JWT’s creative consultant for Pepsico has scripted the TVC. “Pepsi, as a product, comes alive under pressure,essure, and so it inspires you to do the sameme - to stay chilled, audacious and optimistic,mistic, no matter what life throws at you,”” sheshe notes adding that Kohli is the apt choicehoice for this campaign as he is a perfectrfect representation of a young achiever withwith courage to face pressure and perform.m. Babita Baruah, SVP and executiveve business director, JWT Delhi saysys that this campaign is reflective of Pepsi brings the out-of-form Virat Kohli to represent the Indian Pepsi’s spirit of effervescence. “Thee youth. By Saumya Tewari brand connects deep, with a wink,, and reflects the confidence of youthh ontinuing with its philosophy of today who look at pressure in thee irreverence, Pepsi is back with a new “Pepsi as a face and say - ‘it’s my moment’.. Ccampaign, ‘Pressure is Good’, featuring product comes This is the spirit of irrepressibilityy cricketer Virat Kohli. Pepsi’s timing and choice of embodied by Pepsi, which comess model seems impeccable as Kohli’s performance alive under alive under pressure. Virat reflectsts has been below par recently. pressure and so it this spirit,” she explains. The TVC opens with Kohli looking out at a inspires you to do PepsiCo entered India in 1989 andd packed cricket stadium from the dressing room. generates a `1,000 crore in estimatedd Vijay Raaz (playing a journalist) questions him the same.” annual retail sales through its brands.s. about the intensity of pressure he is facing. Virat ANUJA CHAUHAN Kohli chooses to sip Pepsi and face legendary South WHAT PRESSURE? African all-rounder Jacques Kallis, answering ur experts believe that while all the questions through his performance. The OKohli is the right choice to campaign celebrates the never-say-die attitude “Today’s youth represent the success-hungry of the Indian youth with the refrain ‘Yehi hai wants to make a youth who refuses to bucklee moment, Live it Abhi’. under pressure, the ad is lacklustre.re Ruchira Jaitly, senior director marketing - social change and stamp However, the company manages to score brownie beverages, PepsiCo India believes that ‘pressure’ their individuality points for its sleek new product design. no longer is a negative term. “India is brimming on everything they For Suman Srivastava, founder and innovation with possibilities and positive force. Today’s artist, Marketing Unplugged, the campaign does youth wants to make a change and stamp their do.” not bring out the ‘Pressure’ element well. “As individuality on everything they do,” she explains. RUCHIRA JAITLY a fan, I would like to see how Kohli copes with Speaking about featuring Kohli, Jaitly points that immense pressure and performs. I don’t think he epitomises ‘confidence’ and represents young the ad brings out this aspect well,” he points generation who take pressure in their stride and out. Hiring sportsperson as brand endorsers is perform, instead of succumbing to it. “The brand risky business, believes Srivastava. According to The ad also features the new ‘swirled grip’ and connects deep, him, underperformance is a temporary element twisted-bottle, designed by the company’s global - a brand hires a sportsperson for the values he/ team. Dubbing it as ‘new equity packaging’, Jaitly with a wink, she brings to it. “Virat is aggressive and a young explains that the revamp aims to bring out the and reflects the achiever. He connects with youth who are Pepsi’s brand’s ‘youthful’ element. Apart from design, the primary TG. I believe he does full justice to the company is also experimenting with product size. confidence of the brand,” he quips. “We are now offering 400 ml and 150 ml packs. youth.” Speaking about the new product design of We changed the logo earlier this year as a part of BABITA BARUAH Pepsi bottles, Ektaa Aggarwal, creative director, brands global positioning Landor Associates, notes that the structural twist ‘Live for Now’, which is design is thought through and sleeker. “On the youthful.” this mean that the cola segment is plateauing? functionality side it scores higher. The new design PepsiCo’s major “Absolutely not,” asserts Jaitly, adding that feels a lot more ergonomic. The grooves provide a competitor is Coca- there is a strong growth and momentum in the better grip,” she says. Aggarwal believes that while Cola but increasing segment. “We understand that with increasing the new brand positioning ‘Live for now’ connects number of companies per capita income and penetration, the consumer emotionally with the TG, in India activation are launching beverages will demand better and wider choices and we campaigns outside cricket would be interesting to targeting the urban are continuously making efforts to address that. watch. „ cola consumers. Does We have ‘Indovation’ - meaning India-focused [email protected]

4 afaqs! Reporter, October 16-31, 2014 HT - 13.62 LAKH READERS IN JUST 9 YEARS TOI - 21.46 LAKH READERS IN 176 YEARS

HT is Mumbai’s fastest-growing English daily with nearly 2/3rd of TOI’s readership in just 9 years.

HT IS WINNING BIG IN MUMBAI

Let’s make news better Source: IRS 2013, AIR: Mumbai $'9(57,6,1* HP Bending the Rules Brand ambassador Deepika Padukone is there but HP ups the fun quotient with content from internet’s funny man Abish Mathew and some unknown heroes. By Sohini Sen

ew age celebs are those who don’t appear to be so Nand let their work speak for themselves. This is the core idea which Hewlett Packard (HP) is taking forward in its newest brand campaign ‘Bend the Rules’. HP’s brand ambassador Deepika Padukone appears in the latest TVC launches the HP Pavilion X360 in Deepika Padukone Malavnath Poorna Mr HCL India but the focus is on the people using the device - the millenials. The new convertible PC features a 360-degree hinge, letting it go from notebook to stand to tent to tablet mode in a flash. The celebrity in the TVC is not Padukone, but a certain Rohan Pratap - a banker turned baker. The TVC opens with Padukone Vijay Singh Lenovo Yoga Abhish Mathew bumping into Pratap on a flight and telling him how she is in awe of his used the X360 laptop to find and explains Lloyd Mathias, marketing associated with it, especially when it online cake shop while others in the ride the biggest wave, and followers head, Hewlett-Packard India. comes from internet’s funny man, flight are smitten by the actress. This watched all the action on YouTube. The campaign has been extended to Abish Mathew. “The video is not shift from the celebrity, to people “The new age Indian experiments print, OOH and digital. Considering slapstick or even sarcasm. It’s a satire who have made big on their terms with technology and the worldwide its target audience of urban youth requiring higher level of intellect to underlines the campaign thought. exposure that technology provides between 16 and 35 years, digital is ‘get it’,” explains Mathew. The video And the internet provides the latter acts as an equaliser. These millenials important. Also, a branded content has three parts to it - the societal with a platform. bend the rules and make it big,” video makes it funny and cool to be commandments, people’s reactions to your aims and the historical greats REAL HEROES who probably also faced this. he whole idea may remind one Webisodes have also been Tof an older Intel campaign ‘Our launched on YouTube where HP rock stars aren’t like your rock stars’ shares the story of Vijay Singh which glorified the role of Ajay Bhatt, and the beginning of Rajputana co-inventor of the USB; ‘Mr HCL’ Customs; Malavnath Poorna, the campaign, where a man working for youngest girl to climb the Mount HCL becomes a household name by Everest, who used YouTube videos for the technology he uses. to pave a new path for herself. While This ad stems from the global HP both the webisodes put the spotlight campaign by the same name. HP on unlikely heroes, HP’s product

tied up with surfer Ian Walsh for the FOTOCORP international campaign where Walsh Mathias, Mathew and Paul: Bend the Rules FRQWLQXHGRQSDJH>>

6 afaqs! Reporter, October 16-31, 2014 HT’s EXCLUSIVE READERS EXCLUDE THE OTHER PAPER.

64% HT readers in Mumbai, almost 9 lakh, do not read TOI.

HT IS WINNING BIG IN MUMBAI

Let’s make news better Source: IRS 2013, AIR: Mumbai $'9(57,6,1* PEPPERFRY.COM Happy Furnishing The online furniture and home marketplace launched its first brand campaign aiming to enter homes this festive season. By Satrajit Sen

he furniture retail space is heating up in TAKING ON THE OFFLINE GOLIATHS India. IKEA, the leading Swedish furni- ndian furnishings industry values at `120 crore Tture retailer, will set up its first store in Iand furniture sales contribute 60 per cent of it. India (in Hyderabad), following a Memorandum And organised players just contribute only 3 per of Understanding (MoU) with the Telangana cent of it. So being an online player, is Pepperfry government. Meanwhile, Indian furniture etailers trying to compete with the Goliaths? have also upped their marketing efforts. Vadapalli feels that this is an opportunity for Pepperfry.com, an online furniture and home- Pepperfry to become an organised online market- marketplace, is running an integrated brand place for the unorganised players. “We currently campaign to enter Indian homes this Diwali with have more than 150 merchants on the website and “Happy Furniture to You” as its unique brand out of these, 80 to 90 are city-based players like proposition. Neelkamal, whereas the rest are small carpenter Conceptualised by Saatchi & Saatchi, cam- shops,” he adds. paign’s theme film highlights Pepperfry’s value Pepperfry offers over 65,000 products across propositions of “Free Delivery and Assembly” categories like furniture, home decor and others and “100 per cent Satisfaction or Money Back “We were in 127 cities with delivery professionals in 30 cit- Assurance”. The TVC is running across English working towards ies. While in others, Pepperfry delivers via courier Infotainment, Entertainment, Movies, Lifestyle companies and the buyer gets the fittings done. and select HD channels/properties few weeks. strengthening our The company aims to reach a revenue of `300 Sustained radio, on-ground, outdoor and digital backend to support crore by December, 2014. Its competitors include promotions across top cities are also there. our marketing Urbanladder and Fabfurnish. TOO LATE? efforts.” CAMPAIGN TRAIL ounded in January, 2012, this is the brand’s KASHYAP VADAPALLI ill this campaign help? Amarpreet Singh, Ffirst multimedia advertising campaign. What Wplanning head, Crayons Advertising, feels took them so long to launch a campaign, says that the TVC nicely captures slice-of-life moments Kashyap Vadapalli, chief marketing officer, was tures like free delivery and assembly is what will elaborating the key issues one faces while buying the company’s endeavour to get its backend strong help consumers overcome mental barriers towards furniture and ‘fits in’ the brand as a solution to make the online furniture buying experience buying high-value items like furniture online.” provider making online furniture buying easy. delightful and easy. “360 degree marketing The campaign targets largely double income “TV lends more credibility, but it alone will not campaigns require a lot of money and when a households, especially those looking at a fresh get the expected RoI, especially for a two years old company spends around `6 crore on such activities, set of household furnitures. Vadapalli says that company. Mass media advertising might be done it becomes imperative to have the product ready in 60 per cent of Pepperfry’s revenue comes from more for brand building and spreading awareness place. We were working on getting our SKUs, older households looking for new furniture and or for establishing credibility. However the TVC the campaign’s media plan targets such kind of will strike a chord with the TG,” adds Singh. households. With additional inputs from Devesh Gupta. „ Targets largely double [email protected] income households looking to replace old furnitures. << FRQWLQXHGIURPSDJH time that a hybrid laptop has benefit to the consumer, the come to India. Can HP really product - even if it is not the merchandise and infrastructure in place so our break the clutter, without first with these features - will marketing do not go waste,” explains Vadapalli. New Rules... giving much information about do well. She believes that the So far, the company has been investing on gets subtly showcased within the brand or the product? message in this campaign “goes search, social and display marketing for build- the video. HP is also inviting According to Sharda beyond functionality. This ing awareness and brand equity. The current viewers to share their stories Agarwal, founder-director purposeful bending of rules to campaign will help it attain extended reach. Our which may get converted into at MarketGate Consulting, a rise above the ordinary will consumer insights point out that furniture shop- webisodes in the future. brand marketing consultancy work brilliantly with youth. ping for consumers can be a tedious process. It “We wanted to start a that belongs to the Publicis However, its success depends is often beset with quality and service related conversation and movement Groupe, as long as the on the money invested.” problems. Discerning new-age Indian couples by getting everyone involved,” campaign shows a higher order To ND Badrinath, founding are therefore, looking for an alternative that helps says Josy Paul, chairman and partner, Aqumena, a Mumbai- them to buy the best for their homes without any national creative director, based marketing consultancy, hassles. The goal of this campaign is to introduce BBDO. each medium has a role to Pepperfry into the consumers’ consideration set HP enjoys the top position play and TV is suitable for and establish its value and service proposition. with a 29.5 per cent market emotional connect, which the States Debarjyo Nandi, VP, Saatchi & Saatchi, share in the Indian PC market campaign has done. HP needs “Creating differentiation in the online shopping (according to an IDC research, to become cool and exciting space is a huge challenge today, but understanding August, 2014), is launching to attract the youth. While the Pepperfry’s approach to furniture and consumers the HP Pavilion X360 at campaign turns up the image, helped us. This is beyond business, it becomes `39,990. While the pricing is he wonders what it is doing for personal and this assurance coupled with fea- competitive, it is not the first Intel Rockstar the brand. „

8 afaqs! Reporter, October 16-31, 2014 MUMBAI’S SMART SET MAKES THE SMART CHOICE - HT

71% of HT readers belong to the NCCS A profile, and 95% belong to the NCCS AB prof ile.

HT IS WINNING BIG IN MUMBAI

Let’s make news better Source: IRS 2013, AIR: Mumbai ',*,7$/ SONY XPERIA Every Girl For Herself The video marks the digital launch of Sony Xperia C3 as ‘The World’s Best Selfie Phone’ with a sequel to the ‘Every Delhi Girl’ video. By Satrajit Sen

n expressive selfie is worth a thousand words. And in this world of Twitter- Ashortened communication and pithy Facebook posts, the selfie phenomenon has spread like wildfire. The chaps at Being Indian, a humour channel on Youtube, are back with an outrageously funny take on the many different, not-so-important moments to take a selfie. This video has been released to digitally launch Sony Xperia C3 as ‘The World’s Best Selfie Phone’ with a sequel to the popular ‘Every Delhi Girl In The World’ video. The video is a satirical take on the unbelievable, yet absolutely truthful, situations in which every girl takes a selfie. Culture Machine Digital Video to Siddharth Narula, president (revenue), Culture the video, Sony wanted more Entertainment with Sony India created this Machine Media, the video was devised in a way to organic promotion so that the video for the internet generation. Published on integrate the brand with the most trending formats shareability increased while, September 18, the video has garnered 6 lakh views on YouTube. According to him, the ‘Every Delhi at the same time, the user on YouTube. Girl’ video (a parody on a stereotyped Delhi girl) got the information about the Speaking to afaqs! Reporter about the idea was trending the most then. product. behind the video, Ryusuke Fukushima, head, The promotion route taken for this video was Xperia C3’s marketingg marketing communications, Sony India, says, native advertising. Given the humorous nature of efforts focused on online “The idea was to talk to this new young generation media along with a fair and establish the Xperia C3 as a selfie phone. We presence on print media. wanted to break the clutter and create compelling Online media had a healthyy and shareable content to catch our audience’s mix of SEM, display and attention.” mobile advertising. It was The video is targeted towards the youth and also supported by shop-front according to Fukushima, internet penetration display. among Sony’s target audience is very high at the The challenge was to make an impact in the TG’s moment. “With the increase in internet speed, mind-space about the product. “The smartphone usage of mobile platform and consumption rate of ecosystem is cluttered with competition. At Sony, video content, a digital video made perfect sense. we aim to come up with innovative campaigns Moreover, digital video campaigns have a greater to capture our target audience’s imagination and impact and recall at about 10 per cent the cost of Xperia C3 selfie video is an endeavour in the same a television commercial,” he adds. Why did Sony direction,” says Fukushima. „ choose to showcase a girl in the video? According Fukushima (l) and Narula: Selfie Addicts [email protected]

an initiative

(9(1*22'&$1! *(7%(77(5

JOB MREVZLWFKLQ7KHQRVSHFLDOLVWMREVLWHLQ,QGLDIRUWKH$GYHUWLVLQJ0HGLD 0DUNHWLQJSURIHVVLRQDO SWITCH .in 7RJHWLQWRXFKZULWHWRDEKLODVKVLQJK#DIDTVFRP__DOLVKDIDURRN#DIDTVFRP_ HT LEADS TOI

HT is the No. 1 English daily in Thane and other Central Line suburbs.

HT IS WINNING BIG IN MUMBAI

Source: IRS 2013, AIR: Mumbai Let’s make news better Mumbai Zone 4: Thane & Other Central Line Suburbs 35(6(176 &$03$,*175$,/ New campaigns across television, print, out-of-home and digital media. TELEVISION

TANISHQ TITAN WATCHES MCDONALD’S The brand has tapped into the positivity that is prevalent In our ‘always on’ lives where digital devices compete with Through a campaign called ‘Dare to Choose’, the brand during the festival and woven a beautiful story around our loved ones for attention, relationships are the first invites the consumers to make a choice between gifting gold on Diwali. By juxtaposing a little gift bought by casualty. Titan, through this TVC tried to articulate a point traditional favourites or experimenting with new a son, next to the large and ornate necklace gifted by the of view on this growing social phenomenon. ‘Gifting time’ as delicacies. father, the brand tries to encourage the young to gift a a thought is as beautiful as the act itself. Tanishq, price be damned.

Creative Agency: Lowe Lintas Creative Agency: Ogilvy & Mather Production House: Ramesh Deo Productions Production House: Boot Polissh Films Creative Agency: Leo Burnett PRINT BREAST CANCER FOUNDATION The non profit organisation has released a set of three ads to draw people’s MAHINDRA FIRST CHOICE attention The marketplace for all kinds of used cars has released a towards breast print ad to spread awareness around the segment urging cancer. In the people to go for used cars when they plan to buy a car. AMUL course of that The dairy co-operative brand has released a print ad it refers to on the PM Narendra Modi’s recent endeavour ‘Swachh the popular Bharat’ mission. The ad has the PM and the Amul Girl social media cleaning the streets. platforms to convey its message.

CCreative Agency: DaCunha Advertising CCreative Agency: Cloud OOH DIGITAL 612 IVY LEAGUE The clothing brand from the Chandigarh- based Indian Clothing League has launched its year long campaign across OTIS 120 cities. It BANG BANG OTIS India, a part of United Technologies, has installed uses billboards, The Hrithik Roshan-Katrina Kaif action film, Bang Bang, a larger than life installation of three lifts at Mahim mall activations, took the social media route for promotion. Roshan dared Causeway in Mumbai to promote the brand. The campaign lift branding and fellow actors to perform difficult tasks. For example, he will run for over three months. other OOH tools. challenged actor Ranveer Singh to pose for his fans on the street. Roshan got more than he had hoped for when Singh performed a full-blown dance routine in public.

Agency: Milestone Brandcom Agency: Not Like That Creative Agency: In-House

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

12 afaqs! Reporter, October 16-31, 2014

$'9(57,6,1* FLIPKART VS SNAPDEAL Thunderous War It was to be Flipkart’s big day, but Snapdeal crashed its way into the party. The former had to face a lot of flak on social media too. By Devesh Gupta

lipkart, the online shopping platform, launched teasers Faround its October 6 ‘The Big Billion Day’ sale across social media platforms and TV positioning it as something that has never happened. Snapdeal also saw a 90-degree turn It committed to offer bumper on the day. The scrap, if it could be discounts and unprecedented prices called that, brought back memories for products across categories but of the old cola wars. finally didn’t go as per planned. By the end of the day, brands such as Amazon.in and Freecharge. AMBUSHED com also ambushed Flipkart. who n October 6, Flipkart’s chose not to talk about it. Oarchrival, Snapdeal.com launched a similar scale offensive PLANNING GONE WRONG? something online customers had avin Khemka, managing never seen. Npartner, north and east, Flipkart released a jacket ad in Maxus, says, “Sale and discounts the Times of India, but it had the are a thing of surprise, one doesn’t mortification of seeing its thunder take much time to launch because stolen on the subsequent page with it gives competition the time to Snapdeal announcing its attack. respond, which happened here.” Flipkart’s media plan included the extension of our brand promise Says P M Balakrishna, chief online, print, television and social of providing the best products to operating officer, Allied Media, media. On Facebook, it posted people at the best prices. We got Percept Group, “The consumer separate offers with innovations good traction from netizens, but compares prices before making any such as ‘Shop Now’ button instead it is not as if we have created online buying decision. Today both of ‘Like Page’. something because our competition (Flipkart and Snapdeal) are trying Snapdeal had been running its is doing something. This was part of to outshout each other. This is Diwali Bumper Sale campaign with our Diwali Bumper sale campaign. necessary also, because if they do 50 unique TVCs with TV stars. It We knew that Flipkart was coming not, then consumer will ignore is present across platforms. Their with a sale, but we continued our “This campaign was a them, so it is a war that will be campaign was not dated and carried campaign and only said, ‘Check part of our brand prom- escalated in the times to come and as the general festive sale ad. But Snapdeal.com before you buy’. The none have an option. One should they were aggressive on Facebook timeliness of the campaign was ise and not a result not call it an ambush.” on the day of action. another big reason for its success.” of competition doing Flipkart, received a lot of flak on Sandeep Komaravelli, senior vice According to Google trends social media for variety of reasons president, marketing, Snapdeal. analysis, Flipkart was trending something.” upsetting the consumers. „ com, says, “Today (October 6) was in India. The search traffic for SANDEEP KOMARAVELLY [email protected]

THE HINDU confused. Keep Calm and read The Hindu’. The message was followed by the publication’s claim of being Delhi’s, and India’s, most sensible newspa- Ignore Fights, Read Us per - and the undisputed No.1 in southern India. The publication released electronic mailers Taking advantage of the ongoing TOI-HT scuffle, The Hindu makes for a set of three creatives and placed ads in trade media magazines. Shashi Kumar, AGM - Brand, its point. By Devesh Gupta The Hindu, says, “The Hindu has a long tradition of high quality journalism and is respected for uch is being made about the TOI- in-depth news reporting and pre-eminent views. HT scuffle in media as the two giants In our view, any media organization, especially Mattack each other. But somewhere in print media organization, should be measured by this scuffle, The Hindu has launched its campaign these parameters, and not merely by numbers. We ‘Keep Calm and Read The Hindu’ to take felt that it was our responsibility to remind the advantage of the situation and reach the advertisers media and advertising fraternity to make sensible, and planners. informed judgement, based on quality and not to The creatives of the three-week campaign be confused by the rhetoric of numbers.” showcases caricatures of HT and TOI and the The Hindu aims at informing media colleagues communication each used to attack the other and readers to focus on sensible news reporting. „ with a message from The Hindu saying ‘Don’t be [email protected]

14 afaqs! Reporter, October 16-31, 2014

Is ‘aspirational’ the most abused word in Indian marketing? THE By Ashwini Gangal hile some dictionaries recognise the word aspirational, others don’t. But for the most part, the word doesn’t really exist in normal parlance; ‘ASPIRATIONAL’ iinstead,nWs it dwells in the minds of brand marketers. Google Books, a digital database of books by GoGoogle Inc, shows how the usage of the word, in ttermser of ‘frequency of mention’ across books, has inincreasedc over the years. In all probability, most of tthesehe books would be on branding and marketing. INDIAN ‘Aspirational’ is a crown worn by several brands acacrossr categories, including those that have little ttoo do with luxury. The common thread between fofootwearo brands like Metro Shoes and Bata, sasanitaryn ware brands like Kohler and Hindware, auautot brands like Tata Nano and Renault, and hhandsetan players like Samsung and Micromax, is ththee ‘aspirational’ tag. Even media brands like Star PPluslu and Sony Pal have positioned themselves as asaspirationalp channels. ‘Stepping up’ in some way or another is implicit in the word itself - that’s what makes entire sesegmentsg like basmati rice or olive oil borderline cacasess of aspirational brands. But there’s more to an aspirational brand than helping the consumer clclimbim the socio-economic ladder by using brands as steps. A look through the marketer’s lenses rerevealsv a kaleidoscope of meanings for this word.

YOUTH HOTLINE or Indian marketers, aspirational is often a Fsynonym for youth-centric. Since 60 per cent of India’s population is below 35 years of age, thisthi bracket has become the sweet spot for many a bbrand. “Youth is equal to aspiration. You can’t saysay youth is utilitarian,” says Arvind Vohra, India head,hea Gionee, a China-based smartphone player. Referring to the mobile category, Vohra claims thethe power to influence purchase decisions lies in thethe hands of the 12-25-year-old, even when the purchasepu isn’t for them, but for an older relative. He tries to quantify the term aspirational: “We’re pricedpri at 10 per cent above domestic brands but 40 perper cent below international brands.”

PRICING… peaking of pricing, being aspirational could Smean two very different things, depending on

Youth is equal to aspiration. You can’t say that youth is utilitarian. ARVIND VOHRA India head, Gionee &29(56725< which end of the spectrum the brand is perched, luxury or mass. While it’s a descriptor used by expensive products to justify the premium they charge (iPhone), it’s also a way for affordable brands to say, ‘We’re as good as the more expensive alternative’ (Micromax). For Gaurav Matta, marketing manager, Hero Cycles, “Just saying you are aspirational does not mean anything unless you have one big product to support that claim.” He is referring to the company’s recently launched Urban Trail (UT), a premium bicycle brand. “If we were to attach the It’s just jargon. Today, it’s Today brands conduct surveys word aspirational with any of our brands, it would ‘aspirational’. Tomorrow, it before they foray into the only be applicable to our Rs 10,000+ products like could be ‘distribution’... aspirational space. UT,” Matta asserts. It is offerings such as these that help Hero take on international players, like AMIT KUMAR GOPE RAJEEV GOPALAKRISHNAN the American player Schwinn or the Italian-made General Manager, Marketing, Centuryply Group MD, Bata, emerging markets, IPIBS Bianchi, that have found an addressable market in India’s adventure-seeking 18-to-30-year-old. Matta, however, confesses that it’s not the aspirational, you have to have a clear emotional term aspirational has a whole new meaning: eco- bicycle per se that’s aspirational. Rather, it’s the reason. The label has to have a deeper meaning friendly. “Aspirationals are materialists who define experience of wearing the formal gear, approaching beyond being just a name,” he insists. themselves in part through brands and yet they cycling as a sport, looking for trails with large believe they have a responsibility to purchase groups of people, and the social engagements that CONSUMER CONNECT products that are good for the environment and happen around cycling that make it aspirational. or brands that belong to low involvement society,” said Eric Whan, sustainability director at F(read: boring) categories, ‘aspirational’ is not GlobeScan. …AND BEYOND just an adjective - it’s the fastest flight to Coolville. his insight leads to the intangible aspect of Take the example of Centuryply, a prominent THE ASPIRATIONAL INDIAN Tbeing aspirational. While some experts believe player in the surfaces category that proudly claims loser to home, marketers like Anika Agarwal, ‘aspirational’ and ‘affordable’ are attributes that are to be aspirational. But why? CAVP and head, marketing planning and brand inherently at odds with one another, others strive Amit Kumar Gope, the brand’s general development, Max Bupa, define this consumer to capture this elusive golden mean. manager, marketing, explains. “Centuryply was as one who is “evolved”, “exposed” and armed As Afsar Zaidi, founder and MD of Exceed a very functional, ‘commodity brand’. And we with “international experiences.” She suggests, Entertainment, puts it, “An aspirational brand were into ‘that’ kind of advertising, saying, ‘we are “Brands should look at being aspirational by driving real experiences and conversations with these customers.” For brands that belong to low involvement categories, ‘aspirational’ In developing markets such as ours, feels is the fastest flight to Coolville. Rajeev Gopalakrishnan, group managing director, Bata, emerging markets, IPIBS (India, Pakistan, is not necessarily one that’s beyond your pocket termite-proof’, ‘we are borer-proof’. The tagline Indonesia, Bangladesh, Sri Lanka), being capacity. Aspirational refers to an evolution of the was Sab Sahe Mast Rahe,” he says, adding, “But aspirational is pretty much the “need of the hour.” mind. It’s about wanting to experience something this segment is very dependent on dealer push “It makes sense for aspirational to be the new.” About his apparel brand HRX, he adds, and carpenter recommendation. So to involve the buzzword. A consumer base that is more “Because it is Hrithik Roshan’s brand, everyone consumer at the purchase level, we switched to the knowledgeable than it was even half a decade ago thinks it is niche and beyond their capacity to buy. line Khushiyon Ka Rangmanch. It was our way of has emerged. Today brands conduct in-depth Yes, it is aspirational because it involves Hrithik’s saying, ‘we don’t sell plywood. We create surfaces surveys to gauge what consumers want, so that thought process but it is not a niche brand.” that witness everyday moments of joy’.” they can make their foray into the aspirational When it comes to the intangible bit, there are Gope admits he took a cue from the paints space,” he states. And Gopalakrishnan is referring more ways to define aspirational. For Krishna category. “Over the last 15 years, the paints segment not just to the product, but also to the environment MV, associate VP marketing, Piaggio (Vespa), a has made the same transition. It has moved from in which it is made available. “Across India, Bata is brand ought to have a certain heritage and history being commodity-based to being consumer-based, slowly moving towards a global store format that attached in order to qualify as aspirational. “Look as has the adhesives segment. This is exactly what matches up to consumer expectations,” he shares. at brands like Vespa, Harley Davidson, BMW, the ply category is attempting to do,” he says. Jude Fernandes, corporate advisor to L&K Audi and Beetle. What make them aspirational are Saatchi & Saatchi, and independent brand their legacy and the story of their origin. So to be THE ASPIRATIONAL ASIAN consultant, attributes the trend to a cumulative or many marketers being aspirational is a effect of the last 10-15 years. “We come from a Freactive, rather than a proactive, move. They socialistic, Gandhian economy, where everything say they’re simply catering to what they term ‘the was always rationed. Economies that have been aspirational consumer’. Well, it turns out that this starved of consumerism for long periods are now consumer is most likely to be from one of the riding this ‘aspirational’ wave. This also pertains emerging markets. to nations like China and Brazil, that have only According to the 2014 Aspirational Consumer recently begun seeing a rapidly growing middle Index, a 21-country study by BBMG (a brand class,” reasons the ex-CEO of Mudra. And sure innovation consultancy) and GlobeScan (a research enough, in an article published in The Economist consultancy), India has the largest population of earlier this year, Sanford C. Bernstein, a research aspirational consumers or ‘aspirationals’ as the firm, calls the Chinese “increasingly aspirational

FOTOCORP study calls them (58 per cent), followed by South and conspicuous consumers.” I get worried when brands from Korea (53 per cent) and China (51 per cent). This As Hari Krishnan, managing director, mundane categories talk about consumer is defined as one who is “uniting style, ZenithOptimedia India, points out, “Since social status and sustainability values to redefine emerging markets are still in the growth stage, aspiration. consumption.” brands tend to turn up the aspirational quotient. JUDE FERNANDES What’s interesting about this definition is that FRQWLQXHGRQSDJH>> Corporate Advisor, L&K, Saatchi & Saatchi in the broader context of emerging markets, the

afaqs! Reporter, October 16-31, 2014 17 0(',$ SONY PAL CHANNEL V Betting on Ekta Kapoor Dare 2 Date Sony Pal is banking on Ekta Kapoor’s ‘Yeh Dil Sun Raha Hai’ to create Comes Back some magic. News Bureau Launched recently, the reality show is in its third season. Hosted by Andy, it will air Monday to Saturday at 5.30 pm. News Bureau

hannel V, the youth general entertainment channel from the CStar India stable, has bridged the third season of its dating reality show, Dare 2 Date. Launched recently, the Yeh Dil Sun Raha Hai launch show is aired from Monday to Saturday at 5.30 pm. ony Pal, the channel launched by Multi Screen called the ‘Queen of Television’ is known for her The show Media recently with high hopes, has had a slow understanding of the Hindi GEC viewer - housewife/ continues to be Sstart. But it is seeing a gradual rise in viewership females. Sony Pal is betting big on the show which hosted by Andy, numbers. According to Anooj Kapoor, senior EVP tells the story of a girl who hails from a small-town, who has also and business head, Sony Pal and Sab TV, the former unlike the ones from metros that the production hosted other shows didn’t open well due to various factors. house has been focusing on. on the channel “We were not able to be optimally present every- The show is story of two star-crossed lovers, their including ‘Get where at the time of launch. That affected the initial journey of adoration and hatred. Adds Ekta Kapoor, Gorgeous’, ‘Beauty sampling. The fact that, in the digital space, we were “I am extremely delighted to start this relationship about 15 LCNs (local channel numbers) away from with PAL and I am sure that the launch of this show the leading Hindi GECs made it worse. For the will create magic on Indian television.” audiences to locate us, sample us and actually break a habit of viewing other shows was a task.” GOING ALL OUT But the channel has resonated well in certain ony Pal is running campaign across TV, OOH, parts of the country. According to Kapoor, Sony Pal Sprint and social media for it. Led by TV advertising opened with 2 GRPs in Delhi and touched 29 in on network channels and even outside to cover week 4. In Gujarat, the channel opened with 4 GRPs and settled at 29 in the last week, as per TAM data (HSM, C&S, 4+), provided by the channel. and the Geek’. The channel’s viewership and time-spent is Dare 2 Date is an anti-romance, anti- increasing. Ekta Kapoor’s first fiction show on the mush series where Andy plays both Cupid channel, ‘Yeh Dil Sun Raha Hai’, aims at getting more and Devil and pairs people who are the viewers to sample content starting 7 pm. complete opposite of the other’s idea of “Ekta’s show will serve as a double booster for their perfect match. The “couple” is then the channel because: it’s Ekta’s show - she makes packed off to a “romantic weekend” and good shows in the GEC space and is aligned with sparks fly as both get to know each other the vision of the channel - and because the show better. In the end it all comes down to is launching at 7 pm, a time slot when people start whether the couple lives together long tuning in to the channel. Once the show starts to enough to tell the viewers their story. resonate with them, it will propel the audiences to Ajit Thakur, EVP and business head of Channel V and Life OK says, “Channel The channel will now have V creates high-value, cross-platform content geared towards India’s youth. We three-and-a-half hours of have been breaking clichés and launching shows which do not fall under the regular original programming. humdrum content. Dare 2 Date, with its unique theme and incorrigible host Andy, other programming time slots. I think it’s a timely all Hindi speaking market, the campaign is well is one such show.” booster for the channel and our rate of growth will go supported by extensive outdoor visibility in these For the record, in November last year, up even more post this launch,” says Anooj Kapoor. markets. The message is being reinforced by regular Channel V rebranded and took on a new The channel started with three hours of fresh print ads in the run up to the launch. look and logo with the tagline ‘Correct content. With the new show, it go to three-and-a- According to the channel, TV is used to intro- Hai’. It came out of the channel’s brand half hours. “For this fiscal, our target is to achieve 50 duce the show’s concept, characters and premise. philosophy wherein it believed that the GRPs. It looks realistic,” he adds. Meanwhile, outdoors and print will reinforce the brand’s tonality needs to be politically message and act as reminder media. The channel incorrect and emotionally correct. The BALAJI’S FICTION LEGACY CONTINUES... is also leveraging social media to build engagement channel encouraged people to listen to their alaji Telefilms has the power to change the with viewers. „ inner voice. „ Bfortunes of a channel and Ekta Kapoor, fondly [email protected] [email protected]

18 afaqs! Reporter, October 16-31, 2014

3(23/( '(),1,1*020(176 NINA ELAVIA JAIPURIA EVP AND BUSINESS HEAD KIDS CLUSTER VIACOM18 CHALLENGE - AND RISK - , he thrill was about tryingtryi to challenge myself with different things, Tjobs and categories. I wawas open to what came my way and I joined BPL CCellularellular in Bangalore.Bangalore. TThreehree monthsmonths after givingg birth to my daughter, I had to give up Risk-taker oonn a two-year-otwo-year-oldld jobjob inin BPL to take care of her. That was another ddefiningefining moment. ThereTher is a fine line when you can make a comeback aandnd when you can’t. TheT world was changing - personal computers, fter my post graduation in Business iinstantnstant messaging had started to make their way. Management, I made it to Lintas. Since IInn 2003, when we came back to Mumbai and I started hunting AI had worked (summer placement)ement) with fforor a job, it was not easy. I gave many interviews and there were Clarion Ad Media before, advertisingising wasn’t mmanyany employersemployers whowh didn’t even want to meet me because I new for me. wwasas at home for threethr years. But I relentlessly tried and in 2003, Having said that, Lintas gave me a differentdifferent tthankshanks to SunilSunil Lulla,Lull I entered the broadcast industry with Sony kind of exposure, and I feel that gettingng throughthrough EntertainmeEntertainmentn Television. I was a part of the marketing team the agency was my first defining moment.moment. I ofof thethe SET,SET and then progressed to head the marketing worked on Hindustan Unilever’s home-ome- andand communicationcom for the channel. It was another care products and, later, detergents. TheThe definingdefinin moment to get through the channel because agency was a training ground forr anyany advertising professional. My career has spanned mmanyany My career has spanned industries and product categories and every change is, to my mind, a definingfining many industries and moment. The employers and teams that I have worked with that have shapedd me product categories as the person I am today. After four years in advertising,ng, I in broadcast, that’s your training ground. thought of testing the waters onn thethe I was itching to do a far broader perspective other side when I moved to Colgate.gate. I ofo any business when Nickelodeon happened. took a risk and also a cut in pay, butt it was I moved on from marketing to general worthwhile. management,m which also meant that I had to Colgate had acquired Cibaca’s toothbrushthbrush deliverdeliv on the business and the P&L. It meant

range and that landed on my lap. Itt hhadad to FOTOCORP buildingbuilding and leading a team of more than 50 people. I be revamped and I got to do a lott more havehave alwaysal found broadcast enticing because it’s the than just advertising. I enjoyed doingng newnew mostmost intangiblei product and changes every day. You launches, logistics, promotion plans,, salessales are marketingma emotions, entertainment. – it gave a sense of ownership. I kindnd of InIn 2006, Nickelodeon started from the bottom of defined my career to say that I preferfer a thethe ladderla and, within two-and-a-half years, reached far more holistic job and be the ownerwner thethe topt spot. We have targeted different segments of the product than just do a smallmall - pre-school,pre comedy and action - and the way subset of it. forwardforw is to build an ecosystem. Colgate was landmark year becauseause EveryE move that I made was defining in terms I got married and had to soon leaveeave ofof whatw I contributed and what I learnt. My next the company to shift to Bangalorelore definingdefi moment will be when I get to head a (in 1998) where my husband hhadad largerlarg business. „ shifted. As told to Prachi Srivastava

<< FRQWLQXHGIURPSDJH deserve a title like aspirational. “In cases like these, kind of life because you’re stuck in the opposite being aspirational is about aspiring for a certain kind,” reminds Zenith Optimedia’s Krishnan. The Aspirational... JUST JARGON hile most observers grumble about how For example, Levi’s, Zara and Marks & Spencer Wthe word aspirational is loosely used jargon are ‘regular’ brands in developed markets. BMW that’s on the brink of losing meaning, some are and Audi are ‘performance’ brands elsewhere. In concerned. “I get worried when brands from this part of the world, they get edgy on imagery.” mundane categories talk about aspiration. It Speaking of imagery, for the Indian marketer who looks like they have exhausted their rational and equates being aspirational with being up-market, emotional differentiators and have nothing more the most frequently visited communication tack to say. In a bid to say you’re aspirational, don’t lose is ads featuring white models. Just last week, your brand fit and relevance,” Fernandes cautions. Fastrack, the youth accessories brand from Titan, It’s not as if marketers don’t see it for what it pasted billboards featuring black models all over Since emerging markets are is – a passing fad. Centuryply’s Gope admits, “It’s urban India, reminding desi rebels, yet again, to still in the growth stage, brands just jargon. Today, it’s ‘aspirational’. Tomorrow, be true to themselves. One can easily make a case we marketers will have a new word – ‘quality’, for why brands like these, that defy the norms of tend to turn up the aspirational. ‘technology’, ‘distribution’…” Indian society by taking up themes like lesbianism HARI KRISHNAN Till then, let them aspire to greater heights. „ and threesomes on mainline media channels, Managing Director, ZenithOptimedia [email protected]

20 afaqs! Reporter, October 16-31, 2014

0(',$ SATYAMEV JAYATE Impact Show The show focuses on creating hope and positivity. Satyamev Jayate’s third season will have six episodes. afaqs! Reporter looks at their marketing efforts. By Prachi Srivastava

hen it was first launched in May, 2012, Satyamev Jayate opened up a “dead” WSunday morning slot and gave people a reason to switch on their TV sets at 11 am sharp. A Star India and Aamir Khan-Productions initiative, Satyamev Jayate brought to the fore many issues such as honour killing, female foeticide, child sexual abuse and rape - not just by getting different point of views but through numbers

digital, print, TV and radio. The campaign promos are running across more than 30 channels. It has also tied up with Twitter to become the “first ever show in the world” to release a promo through “Tweet to Unlock”. Fans had to tweet with #MumkinHai, and as the counter reached 100 per cent, the first promo was unlocked exclusively for them. In another innovation, a live show, Khan interacts with viewers via calls and social media. It airs right after the main episode from a different city each time. Shankar, Yadav, Avasthi and Ghosh: Believing in change

reflecting the intensity of the issues. It aimed to empower citizens with information about their country, and urge them to take action. The third season of the series aims to inspire hope. Says Uday Shankar, CEO, Star India, “I am particularly proud that Satyamev Jayate has become the most powerful platform to inspire individuals and groups and acknowledge the extraordinary contribution that seemingly ordinary people are is possible when everyone takes active interest and ALIGN making to our country. For us at Star India, it has acts responsibly. Gayatri Yadav, marketing head, s per TAM data, provided by the channel, the given purpose to why we exist.” Star India says, “The focus is on what each of us Ashow’s cumulative reach for the five weeks can do individually to make a change and that such stood at 106 million viewers. MARKETING HOPE change is indeed possible. It’s best captured in the Satyamev Jayate is aired in five languages (Hindi, fter initiating change at an individual, societal proposition of “Mumkin Hai”.” English, Marathi, Tamil and Malayalam) across Aand policy level in the first two seasons, the The first phase kick-started four weeks back 8 channels (Star Plus, Star Utsav, Star Pravah, show has returned with the theme ‘Mumkin Hai’ with the Satyamev Jayate Impact Films showcasing Star World, Star Vijay, Asianet, ETV Telugu and focusing on creating hope and positivity. the impact it has had through individual and Doordarshan) along with the official website. Says Khan, “Ninety per cent of my time this emotional stories of change. The films end with a Industry sources say that Star India is asking for year has been spent on Satyamev Jayate, and message from Khan, that change is indeed possible. `3.5-4 lakh per 10 seconds. Airtel and Axis Bank, I look forward to the new season with great The next phase celebrated regular people, who ‘presenting’ and ‘powered by’ sponsors, have been anticipation. We have an unusual mix of topics, acted responsibly in tricky situations, inspired by with the show since season 1 along with Reliance and some really moving and inspirational first the show. Foundation. Maruti Suzuki and Amazon. are the person accounts. Up till now the show was a one Created by Ogilvy and Mather, the campaign is associate sponsors. way communication, but now I get to hear LIVE produced by Corcoise Films. According to Yadav, Says Sagnik Ghosh, AVP, marketing - corporate response of the audience, the brief for O&M was to bring Satyamev Jayate branding, Axis Bank, “Our consumer research through direct phone calls, alive. “It should also discuss the best possible shows that the association with the show has only Twitter and Facebook.” solutions for change in an individual capacity, strengthened amongst the higher SEC audiences The campaign for the not just to highlight country’s social issues.” Adds over a period of time,” Ghosh adds. What kind of new season is divided in Abhijit Avasthi, NCD, O&M, “This time, we a brand is Satyamev Jayate? Says Dhirendra Singh, two phases focusing on the wanted to communicate that change is happening AVP, BPN, “It has the right content, platform and change already inspired by and we did it in two phases.” a perfect host fulfilling its social responsibility.” „ the show and how change The marketing plan includes innovations across [email protected]

22 afaqs! Reporter, October 16-31, 2014

32,1762)9,(: Are There Lessons In The Flipkart Fiasco? The Flipkart Big Billion ‘Blunder’ has been much discussed due to the wrong reasons. Is there a lesson for brands in this? By Satrajit Sen .9$,7+((6:$5$1 6$85$%+8%2:(-$ 6$1-$<0(+7$ 6$0((53$5:$1, E-commerce Consultant and Founder, Founder and CEO, Joint CEO, Founder and CEO, Indiaplaza Brands of Desire Social Wavelength CouponDunia

IF FLIPKART’S FLIPKART HAS BEEN WHEN YOU PROMISE I THINK IT WAS OBJECTIVE WAS TO FLIRTING WITH THE GREAT DEALS, WHICH A GREAT DAY FOR EXTEND ITS REACH IDEA OF CREATING ARE LIMITED IN THE E-COMMERCE TO THOSE WHO HAVE REAL OR ARTIFICIAL NATURE, THERE WILL BE INDUSTRY. YES, NEVER SHOPPED ON ITS SCARCITY. IT STARTED DISAPPOINTMENT WITH THERE WERE A FEW PLATFORM AND MAKE WITH MI PHONES PEOPLE WHO MISS OUT. GLITCHES, BUT A THEM VISIT THE SELLING OUT IN A THIS IS COMMON ON BRAND IS BOUND TO website once, then it will be few seconds and peaked with the Black Friday shopping make some unavoidable mistakes considered a massive success. the Big Billion Day sale. But in the US. Since such a deal on such a large-scale event. Also, But no discount run can be with thousands of dissatisfied is a first in India, it led to people need to be ready for the successful if you do not have customers running riot on social many disappointed customers. fact that they may win or lose transactions. In that case, I media, Flipkart will have to be Next time, Flipkart - and its some deals. am not sure if this can at all careful in an industry where consumers - will be better When customers queue up be called a success. Though customer loyalty is fickle. prepared. outside shops or malls during the Flipkart might claim big sales It was a customer experience Flipkart could have sale season, they always do not numbers, the negative impact failure, the pivot on which educated the customers on end up getting everything they on the brand was much more Flipkart has been created as a the deals better. Once the wish to purchase. It is luck if you than the moolah earned. brand. This is not acceptable for criticism started coming, they manage to grab something on What went against Flipkart a brand of the size of Flipkart. It could have issued a statement a first come first basis. This is was their lack of anticipating hurts the trust that Flipkart has for clarity. However, this can pretty much the same, just that it the response this event would built over the years, bragging on be a double-edged sword. is happening online. generate. It didn’t have the customer experience to attract It could have exasperated I personally got some great product ready for fulfilling the them. customers more. Quite often, deals on both Flipkart and promise. Though there were a Learning 1: Promise what it may be best to be quiet and Amazon and made some great lot of people logging in, many you can! Learning 2: Flirt with let sentiments simmer down. purchases for our office. Amazon of them left the site unhappy. experiments on a scale where Brands must engage in too offered good deals with its For me, the biggest lesson you can digest non-performance. open conversation to stem gift cards and cash back offers. from this is not to heighten the negative flow. Or, since consumers’ expectations much they can estimate volumes and before the launch of an event. traffic better, they can have more stocks to satisfy more consumers.

24 afaqs! Reporter, October 16-31, 2014

0(',$

LIFE OK DNA Time to Rise Brand Page The channel is getting aggressive this festive season with plans to The publication has revamp and launch seven new shows in 10 weeks. By Prachi Srivastava launched a weekly page focusing on the media and ife OK, technically referred to as channelchan recently launched two new shows. advertising industry. a “second-rung” Hindi generaleral The first one, in the 9.30 pm slot By Devesh Gupta Lentertainment channel, has planss to is a first from Balaji Telefilms on the shed this image. The two-and-a-half-yearf-year channelcha (though Ekta Kapoor had done old channel from Star India - that has a promotionalpro series ‘Ek Thi Naayka’ on nglish daily, beaten older GEC channels in the odd wweekeek thethe channel).chan Marking Sonali Bendre’s fiction dna has or two - is aiming to transform itselff as a debutdebut onon TV, ‘Ajeeb Daastan Hai Yeh’ brings to Elaunched a primary destination for the family. thethe viewersview story of a woman who is seeking weekly advertising, The channel aims for the next levell andand financialfinancial independence after her marriage fails. media and marketing has decided to revamp itself. Sometimee The second is a daily sitcom page titled - ‘dna of in November, it will don a new logo, (situational comedy) that is slotted at brands’ since October new packaging and launch seven neww 10 pm. Titled ‘Comedy Classes’, the 6. It will be published properties till mid-December. show will feature popular faces of on Mondays. Ajit Thakur, EVP and general television comedy like Krushna, It will start as a one- manager, Life OK and Channel V, Bharti, Sudesh and Shakeel. pager, but will expand feels proud of breaking clichés and Life OK will, for the first time, to multiple offerings, launching shows not falling under be airing the ‘World Television including a significant the “typical” daily soaps category, Premiere’ of a Bollywood movie - ‘2 presence in the digital since the channel’s inception in States’ - on October 18. media. It will be a December, 2011. Just as in 2012, when the channel platform for industry The channel has the mythological had done a special series, ‘Ramleela - bigwigs to share insights, ‘Mahadev’ attracting males, ‘Tumhari Ajay Devgn Ke Saath’, it has plans for learnings, forecast Pakhi’ for women, and ‘Supercops vs a big event during this Diwali. trends, discuss new Supervillains’ attracting kids. The next big show is Vipul launches and interact. “Life OK may not be a staple diet Amrutlal’s action thriller with dna has appointed for a Hindi GEC viewer but ones Ranvijay, Adah Sharma and Raj Pradyuman looking for variety, will come,” adds Babbar. It is expected to replace the Maheshwari as the FOTOCORP Thakur. Life OK, which replaced Thakur: Breaking Cliches Akshay Kumar-hosted dance reality consulting editor for this special page. Says Maheshwari, “dna is the only news daily that has been covering the advertising and marketing fraternity since its launch in July, 2005. There is much reader interest, and it’s good to have news and views on the business of brands move to the mainstream media.” In another development, dna has managed to bag and execute three eyebrow- show, ‘Dare 2 Dance’ and will launch in the first week raising innovations in the last two months. of November. It will be a 24 episode show. Recently, a innovation for Asian Paints This will be followed by Sooraj Barjatya’s first ezycolour was done where each page of fiction on the channel. Though the title of the show its supplement ‘After Hrs’ had a diferent has not been announced yet, it will be a love story. colour. The idea was to showcase how a little Buoyed by the success of Mahadev, the channel also colour doesn’t take away the seriousness of wants to do another mythology-based show. a newspaper, but only adds more life to it. “We are putting our full marketing muscle behind According to Asian Paints, this rings this. We have got big faces - both on camera and true for any home, be it small, or large. behind it. These 10 weeks will take the channel to With this innovation Asian Paints aimed at Star One, commands around 14 per cent of the the next level. It will no more be an alternate/second announcing new services where customers market share today. The channel has done well in GEC. We want to be the foremost GEC. What we can seek expert guidance on usage of their terms of numbers and viewers have appreciated that need first is the “wow” factor - numbers and ranking favourite bright colors. the content does not drag. Moreover, it has managed will follow,” Thakur adds. Other innovations include Bigg Boss to keep a hold on advertisers and cable operators. As a part of the promotional plan, Life OK is Season 8 and Colgate Charcoal Toothbrush. “I have never cared about ranks but we now occupying spots in around 50 channels including For Bigg Boss, an airsickness bag was want to tell viewers is - Life OK is your primary live sports. There will be heavy out-of-home activity. delivered along with the Ad, while in the destination, everything else is alternate,” he asserts. The channel will be promoting the change in malls Colgate ad, the front page was painted and in cinema halls during the screening of Bang black with white fonts. The Bigg Boss THE ‘BIG’ PLAN Bang. There will be full-page ads in print dailies that innovation was carried on September 21 ife OK intends to make this festive season the will communicate the big change from the channel. „ and the Colgate on August 10. „ Lmost memorable period since its launch. The [email protected] [email protected]

26 afaqs! Reporter, October 16-31, 2014 MUSIC 0(',$ ZEE STUDIO Makeover Time The channel has emerged with a young, edgy look and a “blockbuster” movie library. News Bureau

ee Studio, the English movie channel from ZEEL, has rebranded and unveiled Za brand new ideology - ‘See it all’. The channel has a new look and library with genres including action, comedy and animation! The movies to be aired this month include The Fighter, Avengers, Kung Fu Panda 2, Shrek Forever After and Transformers Dark of the Moon. According to Anurag Bedi, EVP and business head, Zee Studio and Zee Café, the channel’s study reflected that with globalisation, the reach and perception of Hollywood movies has changed. “English cinema is not limited to a Menezes and Bedi: New Look, New way certain niche, elite class anymore. The younger generation has a lot of exposure to western answer simple questions. entertainment and that has led to massive change Talking about the marketing push, Sharlton in consumption patterns. Today’s tech-savvy Menezes, head marketing, Zee Studio and young generation, which is a major chunk of Zee Café states, “We wish to create channel our viewer-base, expects greater quality content ‘Experiences’ to drive home the message, and a high definition experience from television generate excitement and push viewers to get a channels. Hence this is a landmark moment for taste of Zee Studio. Larger than life movies, big our business and brand,” Bedi adds. stars and famous characters are the most tangible ‘See it All’ reflects Zee Studio’s brand new strengths of Hollywood, which will be leveraged philosophy. Tapping the potential to engage MPG, Arena, Dentsu, Signature Tower, Cyber to endorse the channel’s refreshed imagery.” with the youth via a multi-layered engagement Plaza in Delhi and Phoenix mall in Mumbai. For the record, Zee Studio was launched platform, the marketing campaign will be present ‘See it All’ will be supported with a strong in March 2000 as the “ultimate English movie at over 30 trade media agencies across Mumbai, social media leg across Twitter, Facebook and recourse” with an aim to provide movie Delhi and Bangalore. Zee Studio is inviting fans YouTube. For 15 days, starting October 3, the content to an audience that craved Hollywood to click pictures against the backdrop of the channel will run a “See it All” contest for its entertainment. „ 10-feet tall transformer stationed at Cyber City, viewers to tune in to the 9 p.m. movie and [email protected]

COLORS Second Epic The show, on Ashoka, has been developed by writer Ashok Banker and produced by Contiloe Entertainment. News Bureau

olors, the flagship Hindi general entertainment Cchannel from Viacom18, has announced the launch of a show, based on the life of one of the most famous emperors in the Indian history, Ashoka. The channel had, in the past, aired a show titled ‘Veer Shivaji’ on the life of Shivaji. It will be the channel’s Raj Nayak second attempt to air a historical show. Says Raj Nayak, CEO, Colors, great emperor will come alive and putting together a regal This is the first show on the life “Nothing gives us more joy than on this extraordinary series as story for the viewers. “We hope of Ashoka. It narrates the valour recreating history by narrating the we promise to take our viewers to recreate history on Indian and greatness of the emperor story of one of the greatest rulers through important chapters in television with our significant whose life experiences continue of India. This is a big show for Indian history.” efforts of retelling this great tale to be meaningful lessons for the Colors and we will be putting For Banker it has been a long that changed the face of India’s audience even today, the channel all our resources behind it. All and tedious process of carefully cultural heritage.” „ believes. the splendour and majesty of this researching and joining the dots [email protected]

28 afaqs! Reporter, October 16-31, 2014

VIJAYAVANI (Kannada Daily) Now, *

the No. Vijayavani 6,67,879 copies daily

Vijayavani Winner of - Emerging Brand - Brand Builder of the Year Kannada daily awards at World Brand Congress 2014 - Singapore 1 in Karnataka! * - Source: ABC Jan - Jun 2014

We convey our sincere gratitude to our readers, our advertisers and media practitioners for their faith in us!

Within 27 months of its launch, Vijayavani is now the leading daily in Karnataka. Anand Sankeshwar MD - VRL Media Ltd. VIJAYAVANI

Contacts: Ahemdabad: Sandeep – 98257 39257 Bangalore: Sadashiv – 88844 32355, Aski – 99454 25525, Sangeeta – 88844 32339 Chennai: Raghavendra – 89399 69430 Delhi: Narayanan – 98101 16780, Dilip – 9312289963 Goa/Belgaum: Kiran – 88844 32338 Hubli: Jayateerth – 88844 32383, Sachin – 88844 32303 Hyderabad: Rajeshwar – 98490 07610 Indore: Manoj – 99770 03786 Jaipur: Santosh – 98282 25142 Kerala: Satyanarayan – 99420 49094 Kolkata: Rajesh – 93390 70377 Lucknow: Jiwak – 88967 97045 Mangalore: Jayant – 88844 32314 Mumbai: Ashwin – 93231 32052, Mohan – 99877 51755, Paramjit – 97020 12227, Shilpa – 93239 50195 Nagpur: Roshan – 98231 77936 Pune: Abhijit – 90110 56188 Punjab: Puneet – 93169 69911 ,17(59,(:

me happy. And I am happy “Being involved keeps the that whenever I have given creative inputs, the ad has worked. It’s not that I interfere. copywriter in me happy” Much to my dismay, rival talent management agencies are spreading rumours about me, saying I’m difficult to work with because I interfere RANVEER SINGH> ACTOR with creatives. I can’t just go in, service the brand and In a delightful flight from tradition, we spoke to come out. I take my craft seriously. the verbose actor to understand the way in which he approaches brand endorsements. By Prachi Now that you have developed this naughty Srivastava and Ashwini Gangal image on the brand scene, aren’t certain product oes Ranveer Something wasn’t fitting. segments off limits? Singh even know In retrospect, I made Like what? what afaqs! is, some mistakes... some bad we wonder, as we decisions. I’ve declined Well, for instance, we just Dmake our way to Mumbai’s umpteen brands and a can’t picture you doing a Yash Raj Studios for a rather staggering amount of money. atypical interview. Our Finally, after the success doubts are put to rest when he of Lootera (2013), Ram-Leela answers with a, “Of course, I (2013) and Gunday (2014), know... I was a copywriter I started getting better with O&M and JWT!” endorsement offers. As That was the proverbial much as talent management lifetime ago. Today, the agencies try and sell talent 29-year-old is much sought into the market, it is after not only in Bollywood, successful films that lead to but also in the world of brands. better endorsement offers. And his choice of brands is markedly outlandish. He broke what he ‘Do Boond Zindagi Ke’ famously calls his “brand kind of ad... virginity” with Durex; we’re Okay, so I won’t do Pulse still not over his naughty ‘Do Polio. What else? I think I’m The Rex’ dance number. balancing it well. See the We then saw him dance to Ciaz ad. It’s about a straight- a far tamer yet immensely laced, suited-booted, young entertaining song called ‘My corporate vibe. It’s a clean name is Ranveer Ching’, I decided to start on my to feature me, my pictures are pride in the fact that I am able campaign, nothing quirky which is a branded music own terms. And a thought going to be blown up 80 feet to give creative inputs when about it. It appeals to serious video by food brand Ching’s. struck - why has a mainstream and put on the road. It’s an asked. For instance, Ching’s guys. Cheeky creatives by actor never endorsed a avatar in which I’ll be seen. came to me with a unique Myntra’s private label condom? And why are these problem. Everyone buys it Which product categories Roadster followed. Most ads made in such a lusty, Mainstream actors don’t but nobody recognises the would you like to start recently, he played a suited- seductive way - they’re all the usually endorse certain name. endorsing? booted office-goer in an ad same! Sex is a beautiful thing ‘types’ of brands. But you What will happen when I would like to make a splash for Ciaz, a car from the house that needs to be celebrated did Durex and Anushka they start making soups and in the marquee categories - of Maruti Suzuki. Excerpts and safe sex needs to be Sharma endorsed Sofy noodles? Where is the brand beverages, telecom service from an interview: promoted. sanitary napkins. What has value? They wanted the name providers, two-wheelers and I told my team I wanted to caused this shift? to have a ring to it. That’s electronics. You stayed away from do this. Some thought it was That was my idea! We were when I suggested - why not brand endorsements for a a cool idea; others thought I’d shooting Ladies vs Ricky Bahl attach the brand name to my The endorsement game is long time. What were you lost the plot. Durex jumped at (2011) at the time. And she name and create this character harder on sportspersons waiting for? the idea but Reckitt Benckiser said, ‘You know, there’s this (Ranveer Ching)? Now than it is on actors. It takes Maybe I was waiting for said, ‘We don’t have spends.’ I offer....’ I said, ‘Why don’t we have big plans for ‘The a series of flops before your something as disruptive as said, ‘Put the money into the you just do it?’ We have come Return of Ranveer Ching’. endorsements are affected Durex to happen. I wanted production and we’ll release a long way from being cagey but one bad match and my first foray into the ad space it online, not TV.’ about these things. We’ve heard that you’re that’s it for a cricketer... to make a big noise. I didn’t very involved with the If a brand has married itself to want to make conventional You are consciously To what extent does your ad-making process. That a face, I think it should stick choices. After Band Baaja making unconventional advertising experience must give you a heightened by the person through thick Baaraat (2010) there was a brand choices. Why? help you? Do you take part sense of ownership... and thin. It’s a relationship flood of offers - wrong brands I view endorsements as a in the creative process? Yes. I want to know the that extends beyond monetary at the right prices, right part of my equity. It is a 30-45 Given my copywriting creatives and the campaign. exchange. „ brands at the wrong prices. second short film that’s going background, I take immense It keeps the copywriter in [email protected]

32 afaqs! Reporter, October 16-31, 2014 TV.NXT INDIA’S BIGGEST EVENT ON THE BUSINESS OF TELEVISION

SEPTEMBER, 2015 MUMBAI

HIGHLIGHTS FROM 2014

An attentive audience

Myleeta Aga Uday Shankar (BBC Worldwide) (Star India)

For more information contact: [email protected] | +91 9811436040 -2%6:,7&+

Post: Art Director Company: ABM Communication Exp: 2 to 6 years Post: Account Executive Company: FoxyMoron Media Pvt. Ltd. Location: Mumbai, Company: Street Life Advertising Solutions Private Limited Profile: He / She should be Email: [email protected] Pvt. Ltd Profile: Candidate is responsible for responsible for Client Interfacing, ...... Profile: Candidate should be good development and implementation translating brand challenges into Post: Senior Copy Writer / Copy at handling people. Gets a high of the brand design strategy, creative briefs, To ensure optimum Writer from selling a great campaign. Like organize the designated design traffic flow to facilitate creative Company: Religiate Interactive all great advertising people, a little team, ensure that goals and processes and maintaining regular Brand Consulting Pvt Ltd bit shameless. objectives set are attainable; provide Brand Audits. Profile: Lateral & holistic thinking Exp: 1 to 3 years. necessary business information; Exp: 2 to 4 years. and the experience to evolve Location: New Delhi create and maintain channels to Location: Gurgaon effective communication across Email: [email protected] enable team members to do their Email: [email protected] different mediums, quick output...... work...... Should be a cordial team player, Post: Communication Associate - Exp: 4 to 6 years. Post: Content Developer who has the ability to work Web Content Location: Mumbai Company: afaqs! perfectly insync with the Design Company: Indian Artisans Online Email: [email protected] Profile: Candidate should have good Team. Profile: The position involves ...... communication skills, proficiency Exp: 2 to 4 years leading all key aspects of the website Post: HR & Admin Manager in English, be systematic, Location: Delhi including creation of content from Company: PMG Integrated deadline oriented and a team Email: naarecruitment1@gmail. the team’s experiences with artisan Communications Pvt Ltd player. You must be proficient com, [email protected] partners, stories of products created Profile: Maintains administrative with Dreamweaver and Adobe ...... by them, larger lifestyle trends and staff by recruiting, selecting, Photoshop. Post: Visual Designer interviews with enterprising artisans orienting, and training employees Exp: 1 to 3 years Company: Walnut Advertising P.L and designers who work in this and maintaing Employees Location: Noida Profile: If you can create visual space despite major challenges. attendance and leave records. Email: [email protected] magic with ideas, craft designs like Exp: 3 to 8 years. Exp: 3 to 4 years ...... a pro, make unbelievable marketing Location: Delhi Location: Mumbai Post: Client Services Executive/ and social media campaigns and do Email: [email protected] Emai: [email protected] Group Account Manager it all at supersonic speed, RailYatri is ...... Company: Eggfirst Advertising And the place for you. Post: Senior Copywriter Design Pvt Ltd Exp : 3 to 7 years Company: Geek Creative Agency Profile: To understand marketing, Location: Noida Profile: Should have excellent advertising, branding, art, copy Email: [email protected] communication, writing skills and and creative. Manage client ...... fluent english speaking skills and relationships through regular Post: Visualisers perfect grammar. Should be able planning and delivery of creative Company: Quotient to write any kind of copy- long solutions to clients. Should have Communications Pvt. Ltd. (9(1*22'&$1! and short. Ideas + writing, both good understanding of advertising Profile: Ideating, conceptualising *(7%(77(5 strengths are required for this role, deliverable such as artworks, proofs, and executing great creative work. along with some leadership and etc. Exp: 1 to 3 years. team management skills. Exp: 4 to 10 years Location: Mumbai Exp: 2 to 5 years Location: Mumbai Email: [email protected] Location: Bangalore Email: hr@eggfirst.in ...... Email: [email protected] / ...... Post: Visualiser (Sr. & Jr.) / Graphic TO ADVERTISE, CONTACT: [email protected] Post: Visualiser Designer / Web Designer Abhilash Singh ...... Company : GMH Company: Brands Eye Ph: 09999989454 Post: Account Manager Profile: Sound have sound Profile: Candidate should have the Email: [email protected] Company: Hats On Advertising Pvt knowledge and experience of ability to understand brief from Alisha Farooq Ltd designing softwares such as the client and communicate the (Delhi) Profile: Should be able to handle CorelDraw, Photoshop, Illustrator, same to th creative team, strong Ph: 09582397786 clients independently.Strong in InDesign, Dreamweaver, Flash, etc. with followups , both with inhouse Email: [email protected] operations & should be able to Exp: 2 to 5 Years teams and the client side High sense Sumeet Chandiramani contribute in brand planning Location: Dubai of responsibility towards deadlines (Mumbai) Ph: 09820590172 equally. Multitasker and a good Email: [email protected] and and eye for details Good Email: [email protected] team leader...... communication skills (written and [email protected] Exp: 3 to 4 years Post: Visualizer oral), a people’s person. Location: Mumbai Company: Prem Associates Exp: 2 to 4 years To view other jobs in Marketing, Email: [email protected] Advertising and Marketing Location: Mumbai Media and Advertising, log on to: ...... Profile: To design advertising Email: [email protected] & www.jobswitch.in Post: Senior Account Executive; communication using the Adobe [email protected] Join us on : facebook.com/jobswitch Account Manager - Client Services suite, Corel Draw etc......

34 afaqs! Reporter, October 16-31, 2014

3(23/(

A round up of some major people >> MOVEMENTS/APPOINTMENTS<< movements in the last fortnight MEDIA ADVERTISING ne of the major (chairperson-cum-MD, News24 Broadcast n a major move- Omovements in India) is the honorary treasurer. Iment, KS the media circle during Times Television Network (TTN) has Chakravarthy (popu- the last fortnight was appointed Vivek Srivastava as senior vice-president larly known as Chax) of Bharat Ranga, and head of the English Entertainment Cluster, has quit FCB Ulka. chief content and which includes premium channels like Movies Chakravarthy was creative officer of Now and Romedy Now. Based in Mumbai, he serving as the national Zee Entertainment will work closely with the business and leadership creative director of Enterprises, who teams at TTN and will report directly to M.K. FCB Ulka from July stepped down after a Anand, CEO and MD, TTN. 2008. Chax has been KAUSHIK CHAKRABORTHY 16-year stint with the BHARAT RANGA He moves to Times Television Network from handling and over- KS CHAKRAVARTHY company, to explore Viacom 18 Media where he handled channel seeing all the creative new avenues. All verticals and functions at ZEE strategy for COLORS as a part of their launch work for creative, digital and interactive divi- will now report to Punit Goenka, MD and CEO, team, moved to handle sions of Ulka. ZEEL. In ZEEL, Ranga moved across functions and International Business In his career spanning 34 years, Chax has domains seamlessly, from sales to business head and Distribution and worked on a variety of brands including Tata roles to being the International business head and over the past few years Docomo, Tata Motors, ITC, Coke, Cadbury, then, the chief content as he served as head Lever, P&G, Goodyear and Reebok. and creative head for - Commercial and Swati Bhattacharya, national creative director, the organization. Digital at COLORS. JWT India, has put in her papers. Bhattacharya Twitter India Vinod Kapri, the who joined JWT over 21 years ago as a trainee appointed Anupam chief executive officer copy-writer, rose to become NCD in 2012. Dixit as Twitter’s first and managing editor Bhattacharya has worked on numerous industry manager in of Hindi news channel brands including ITC, Pepsi, Nestle, Unilever India. In this profile, News Express has RAJAT SHARMA during her stint with JWT. Dixit will be responsible decided to move on. Srinivasan Swamy for providing support Kapri put in his papers ending his 10-month stint has been re-elected for advertising at the news channel. as president of ANUPAM DIXIT campaigns leveraging He is also known for documentaries that International the company’s platform include 13th December Parliament Attack, 1999 Advertising for live, public conversations, while working with Kargil war, Dalai Lama, Association (IAA) in industry-leading marketers to increase engagement Sunderlal Bahuguna, India at the annual with their customers on Twitter. Aghori Sadhus, general body meeting The News Broadcasting Association (NBA) Widows of Kashi, Gay held in Mumbai. has announced Rajat Sharma (chairman and Sex in India and 26th Swamy, chairman editor-in-chief, India TV) as its President. November Mumbai of R K Swamy

He replaces K.V.L. Narayan Rao, executive Attack. SUSHIL KUMAR Hansa Group was vice chairperson, NDTV Group - New Delhi Being a journalist SWATI BHATTACHARYA unanimously elected Television. Rao will continue to be a member for over 20 years, all to the post for the of the NBA Board. Ashok Venkatramani (CEO of Kapri’s assignments third consecutive term. He already serves - ABP News, MCCS) will continue to be have been investigative on the IAA Global Board as vice president - FOTOCORP the vice president, while Anurradha Prasad VIVEK SRIVASTAVA in nature. „ Development, IAA Asia Pacific. Neeraj Roy of Hungama, Monica Tata of HBO and Jaideep Gandhi of Jaya Advertising MARKETING were also re-elected vice president, honorary secretary and treasurer respectively the year for arish Manwani, president in India. 2014-15. Hchief operating Sicard will report to Takashi Hata, senior Manhattan Communications has appointed officer, Unilever, will vice president, Nissan Motor Co, in charge of three senior executives to strengthen its retire from his post Africa, Middle East and India region. In his digital business. Arunesh Parab joins as head on December 31. He new role, Sicard will lead Nissan in India and - Technology, Ranjith PM, head - Digital will be stepping down be responsible for all the company’s operations and Social strategy and Ahmer Ansari, senior after being with the in the country, including manufacturing at the manager – Projects. company for 38 years. plant in Chennai, which has a capacity of 400,000 Parab joins the company from SMG He will, however, units. Convonix, where he was vice president, continue as non- Sicard will lead business development as Technology for SMG Convonix. executive chairman of Nissan expands its sales networks in India for the Ranjith worked as an account planner and Hindustan Unilever, HARISH MARWANI Nissan and Datsun brands. client relation manager for Flying Cursor the company said. Nissan will later announce the name of a new Interactive with a clientele that included He joined Hindustan Lever (HLL) in 1976, managing director for its sales and marketing Standard Chartered India, National Geographic, becoming a member of the HLL board in 1995 company, Nissan Motor India (NMIPL). The Fox Traveler, Axis MF, Bisleri Vedica, Godrej as director responsible for the personal products newcomer will report to Sicard. Kenichiro and others. business. Yomura, current president of Nissan India Ansari has a background in web technology Nissan Motor has announced the appointment operations, will be returning to Japan where spanning both marketing and web development of Guillaume Sicard as president, Nissan India he has been appointed general manager, Africa functions He has developed websites for clients operations, effective October 1, 2014. Sicard Business Management Department, Nissan like Tata Docomo, Croma (e-commerce was, for the last three months, Nissan’s deputy Motor Co. „ website), Morphy Richards India. „

36 afaqs! Reporter, October 16-31, 2014