Is Advertising Losing Its Best Talent to Films?

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THE ECONOMIC TIMES DECEMBER 21-27, 2016 Is Advertising Losing Its Best Talent To Films? Films and content companies are seducing Two Thumbs Up: Ranveer Singh and Coca-Cola’s Debabrata Mukherjee ad folk of all ages BALAKRISHNAN RAVI PHOTO: who’ve become fed up ‘I said no to with advertising. other offers By Ravi Balakrishnan DAYS OF since I was & Amit Bapna THUNDER holding out for Thums Up is betting on the one’ Ranveer Singh’s charisma and Interview with Ranveer Singh You’ve previously told us you gravitate its long running toofani towards brands you like or use. Was that the case with Thums Up? campaign to push more cola. It’s my favourite cola by a long shot. Around three or four times a year, I have Will it be enough? to do body shots which requires one By Ravi Balakrishnan month of dieting. So I pick and choose. If I go out, I ask for Thums Up and if don’t ven before it hits the airwaves, Thums have it, I won’t take any other cola. Up’s new campaign has a lot riding on More than any other brand, it’s been ANIRBAN BORA Eit. There’s a new face in charge of the part of my childhood. Even before daredevilry that’s been the brand’s Coca-Cola, we had Thums Up. Taste The mailer from The Ad Club hit our Ogilvy’s second agency while making his sought after lyricist and scriptwriter. calling card — Ranveer Singh who replaces Thunder was the first tagline I would say inboxes just as we were work- first film Qurbaan and Prasoon Joshi con- However, for many trying the double life, the long time endorser Salman Khan. The launch as a child; it sounded so cool! I remember ing on this story. It said ‘These tinues to be chairman, McCann Worldgroup, cracks are beginning to show. Nitish Tewari, film has been directed by Simon West, famous my dad was squash partners with Mr Ramesh Chauhan back in the day and Ex Ad Professionals, Who’ve Asia Pacific, while managing a career as a D’Silva, Juhi Chaturvedi (script writer on for Bollywood blockbusters Con Air and The when I was introduced to him, as the guy Made a Name For Themselves, Vicky Donor and Piku whose last ad job was Expendables II. The billion dollar question, of who makes Thums Up, I thought he was a Might Not Come Back To at Leo Burnett) and Balki are just some of the course, is if a fresh star and A The billion total celebrity. Advertising in 2017’ listing On Making The Switch From names who’ve shifted completely to films. a new campaign can help the dollar At least in this category there have been out a honour roll that includes everyone from Advertising To Films/Content Among the people in advertising, the spirit is brand break out of a category offers, very lucrative ones. But I said ‘no Trinamool Congress MP Derek O’Brien (ex willing to make the leap, but the flesh is weak, wide slump. 2016 has been question is if I’m going to hold out for the one.’ And I’m O&M) to film directors Shyam Benegal (ex or in some cases, lazy and comfortable. But for a fairly traumatic year for a fresh star glad I did. It was surreal yesterday shoot- Lintas), Dibakar Banerjee (ex-Contract) and If you think Do it for the younger talent, the money may sometimes, carbonated soft drinks. A re- and a new ing with the leather jacket with the logo R Balki (ex Lowe Lintas). We have a feeling the cinema is more right reason. quite literally, not be enough. Bobby Pawar, cent report in The Economic campaign can on. I was like Daaaammmmnnnn! The Ad Club can run the same ad the next year, and gorgeous, please Do it because managing director and chief creative officer, Times indicated a 15% decline attitude of Thums Up resonates with me all they’ll have to do is update it with a fresh Publicis India ruefully says, “The pay scales in revenue year to March for help Thums more than any other. Everything it stands list of people who’ve turned their backs on ad- make love to you have a aren’t great. Just as we’ve lost MBAs to other PepsiCo at `6256 crore. Coca- Up break a for is organically part of this thing that’s vertising, never to return. cinema, but don’t calling. Not industries, we may lose marquee creative tal- Cola’s growth took a beating category referred to as my persona. Advertising and other creative industries — kiss advertising because it is ent.” Work pressures make it even less worth- too: Hindustan Coca-Cola Every time there was a gear shift in the wide slump messaging, it has always resonated with particularly the Indian film industry — have while. Says N Padmakumar (Paddy), who left Beverages which accounts when you come cool to. in the CSD me more and more. been joined at the hip, in a way. Ad folk end up home every night Rediffusion Y&R in 2012 as national creative for two-thirds of Coca-Cola’s Sajan Raj Kurup, space giving stars a lot of work and income and the director to take up filmmaking, “The job revenue, saw growth plummet Do you think the legacy of memorable CREATIVELAND ASIA ` stars often turn around and give the ad folk Ramanuj Shastry, had become joyless. Creative people are get- from 13% a year ago to 8% with revenue of 8,514 advertising is an advantage or a disad- the opportunity to live their big screen film INFECTIOUS ting evaluated lesser on their creative work crore. More disturbingly, the last six quarters vantage when it comes to doing some- dreams. The first generation of ad folk who and more on their relationships.” According have seen single digit growth for the industry, thing new? got serious about films chose parallel lives to Ramanuj Shastry, founder, Infectious, according to the report. I don’t know about that…but it’s an hon- and careers, a tough ask by any reckon- “Accountants got hold of the business and we Veteran marketer Shripad Nadkarni, direc- our and a privilege. I feel I’m being re- ing. Balki, till recently group chairman lost all our swagger. Barring a few brilliant tor at Maverix Platforms, believes the limp warded for the work I’ve put in. and creative chief at MullenLowe Lintas pieces here and there, it’s largely been shit. quarterly performance is a function of a “cat- Group worked out a nine month contract Nobody looks up to advertising which has egory issue. The core target is teenagers. Soft Have you contributed to the creative with his agency, allowing him three become a cover-your-ass function.” While in drinks have not remained relevant or impor- process? months to make films every year — it’s agencies, creative people are often told to “get tant to them and have been supplanted by other I don’t impose — that is something created a different matter that after his debut he with the programme”, Shastry says, the best categories.” Throw in demonetisation and its by rival agencies to desell me. They didn’t manage to do it with Thums Up; in your didn’t do a film for four years and so claims talent has figured that “great content gets you impact on casual consumption and it makes for face! But I’m happy to offer my inputs (tongue firmly in cheek) the agency got a more eyeballs and money. They don’t even a scenario more stormy than most marketers whenever asked. year’s worth of his time free of charge. Rensil have to work with an agency to make ads.” would care for. [email protected] D’Silva juggled a full time job at Meridian, Continued on Pg 3 >>. Continued on Pg 4 >>

Movement calls Admen turned fi lm writers of wrestling champ Geeta Film-writing in agency offi ce SJ: We used to do client work till for the boycott of Phogat’s biopic narrate the story of fi nishing the script 8pm, amidst breaks from playing 30 retailers selling while working at Leo Burnett. By Shephali Bhatt Counterstrike. We did the best work of our Ivanka’s apparel lives during that phase. (Some memorable DANGAL’S ads on Kaun Banega Crorepati, for As Ivanka Trump becomes in- Dangal - a biopic on wrestling star these guys. Some with one of them, instance). We would sit with Nitesh Sir creasingly involved in her father’s sisters GeetaPhogat, BabitaKumari, some with all four of them. till 11pm. On weekends, we’d take up presidency, some people are calling and their father/coach Mahavir Singh NM (interrupts): You still count me as FANTASTIC FOUR one room in the office which had no air for a boycott of all retailers - from Phogat (played by Aamir Khan), was two people? conditioning, only two exhaust fans. Some Amazon to Walmart - that sell her written over a period of one year by *laughter explosion* days we would go to his house to write. We products. Shannon Coulter, a brand four ad men - Nitesh Tiwari (also the Mehrotra was slightly overweight back also went to Igatpuri. This is what we did and digital strategist, started the director), Piyush Gupta, Shreyas Jain, in the day. at Burnett: go on an offsite, have a ball for #GrabYourWallet hashtag in October following the publication of a leaked and Nikhil Mehrotra. The screenplay four days, come up with brilliant ideas. tape that showed Trump making and dialogue writing happened four NT: All four of us, I meant. We wrote lewd comments about women. While years ago, when they were all working Bhootnath Returns before this. When Mature fi ghts and ego battles President-elect Donald Trump sells a at Leo Burnett (LB); the Mumbai offi ce my friends from Disney (one of the NT: These guys would fight with each other number of Trump-branded items un- in Parel doubling up as a space for producers) came up with the idea for like there’s no tomorrow. But all mature der the Trump Organization - which scripting. Tiwari, who won a National Dangal, I followed the same principle fights. No ego battles. Those were reserved sons Donald Jr. and Eric are slated to Award for his direction and screenplay I did at Burnett with fantastic briefs. for the times we played cricket. take control off - the majority of Chillar Party, is a full-time director I made it open to all. Piyush and I SJ: We never felt we were writing Dangal of the retailers targeted and fi lmwriter now. Gupta has just immediately went to Patiala to meet with our boss. Just like at work, even here by #GrabYourWallet sell Ivanka’s fashion set up a rebranding fi rm called Drink Geeta and Babita. We saw them he (Nitesh Sir) never had the “I am saying lines. Since the election, Water. Mehrotra works with The Womb. wrestling and were blown away. The it so it is supposed to be this way” attitude. Ivanka has ser ved on her Jain is still with LB. youngest of wrestlers could easily take We sat, laughed like crazy, and pulled each father’s transition team Two Fridays before the release of us down in seconds. other’s leg while writing.” and sat in on con- Dangal, we managed to get these Piyush Gupta (PG): While talking versations with writers together at one place. Tiwari to the sisters, we realised their Besides providing offi ce space, advertising the leaders of was the last to enter the room. father was an integral part of their also helped hone their scripting skills. The countries in- He instantly greeted his “buoys” and success. So, we went to their native discipline of brevity, writing to an insight, cluding Turkey, high-fi ved them. Some inside jokes village Balali in Haryana to explore keeping it fresh and for a target audience; Argentina, and Japan. While a we won’t get, hinted one of them. We the story further. all helped a great deal. Trump spokes- have known Tiwari to be a calm, quiet person has shot person. Never this boisterous. On their way back, Tiwari NM: But Dangal didn’t feel like anything down rumors concluded they needed more I’ve done in advertising. We created that Ivanka Nitesh Tiwari (NT): Inke saath woh brains to work on the screenplay options here as well, but it was never would get an of- seengh kaatke bachhdon mein shaamil and dialogues. Enter Jain and because we were not sure what’s required. fice in the White hone wali baat ho jaati hai (I become Mehrotra. Nikhil It was part of a constructive process. We House, most po- one of them when I’m with them) Mehrotra weren’t thinking “this will please XYZ.” litical observers Nikhil Mehrotra (NM): Yes, we bring PG: I am often asked how four Piyush We wrote what we felt was right. expect Ivanka to Gupta out the animal in him. people managed to write a film SJ: Film-writing also allows you to define play some role Nitesh (In fake British accent) together. For me, it was very each character’s journey. In ads, some in her father’s Shreyas Tiwari political opera- Shreyas Jain (SJ): Likkhne mein accent simple. You never wondered Jain clients demand to see their product from tion. nahi aayega (This is for print, it won’t how you lived with your siblings the 5th frame onwards. Some of your best (Source: busi- capture your accent, brother) all these years. We grew up writing dialogues have to be cut because you only nessinsider. *everyone chuckles* together at Burnett. have 45 seconds at hand. com) NT: I’ve written most of my films with VARANI SAHU Continued on Pg 4 >> THE ECONOMIC TIMES DECEMBER 21-27, 2016 2

he urge to go indie as it turns out is not re- Facebook wants stricted to Indian ad men to bankroll its and ad centres. Even in TSingapore where the own original work is of a higher pro- file, the salaries are better and the A New Kid shows standard of living more palatable, the desire to chuck up all of those luxuries We wanted to scale up for the struggle and the risk of an in- dependent agency still exists. The lat- from Day-1 which is est to go the route is Indian import to why we spoke to a few Singaporean ad-market Joji Jacob, who On The BLK networks before decid- has launched a creative outfit called ing to align with DDB BLK J (pronounced as ‘Block J’) along What’s different about BLK J, the intriguingly named indie with three colleagues from DDB. The Joji Jacob name is culled out from the initials of outfi t launched by four ex-DDB Singapore staff? By Amit Bapna the founders: Rowena Bhagchandani, Facebook wants to bankroll its who is MD and two creative directors that he worked at Ogilvy, Lintas and adds. Amir Kassaei, chief creative offi- own original video shows, the Khalid Osman and Lester Lee. A brave Ulka in India. cer, DDB Worldwide had not responded company’s global creative strat- move, considering most ad people fa- An obvious question: why leave it all to our queries on this arrangement at the egy chief, Ricky Van Veen, told miliar with the region point out that The BLK J team: when the going is good? He answers in time of going to print. Business Insider on Wednesday. Singapore has become particu- Joji Jacob, two-parts, over a long-distance call: The new setup’s first client is Starhub, Rowena Bhagchandani, The videos Facebook wants to larly tough for indies. Over the “When you are in your 40s, restless- the second largest telecom brand in license will live in the new video Khalid Osman last few years, it has skewed and Lester Lee ness sets in and by then you know what Singapore, among big clients for DDB tab of its mobile app and including heavily towards being a hub for you can and can’t do.” Bigger Singapore. It is also a winner at Cannes “scripted, unscripted, and sports content,” according to Van Veen. big marketers who typically need agencies even with the best of for almost seven years now under Recode’s Peter Kafka first report- elaborate infrastructure and intentions take a long time to Jacob’s creative charge. He shares, ed the news. large teams. adapt, he says. “We are on the Starhub is bold and brave, knows ex- Funding original shows is similar to Jacob (47) is man credit- way to establish the nimble actly how the world is changing and is how the company has paid celeb- ed with turning around and smart agency of the fu- prepared to lead from the front. Sources rities and media outlets) to broad- a rather lacklustre ture.” familiar with the local market point cast live video. It ’s also similar to agency (DDB Group). BLK J intends challenging out, on condition of anonymity, that this the strategy Snapchat has taken On his watch, it won some obvious norms of the unusual scenario is more a face-saving with its Discover section, which 32 Cannes Lions and industry. Rather than start or rather client-saving gesture in order shows original content from partners like BuzzFeed and Vice. grew to be one of the out humbly, struggle a few to pre-empt a possible exodus of clients “Earlier this year, we started roll- strongest agency years and then get funded with the exit of key senior resources. ing out the Video tab, a dedicated brands in the mar- or acquired, this out- According to Parixit Bhattacharya, place for video on Facebook,” Van ket. Earlier this fit is supported managing partner – creative, Veen said in a statement. “Our year, he was en- by DDB group TBWA\ India, who has also worked goal is to kickstart an ecosystem trusted with head- from incep- in Singapore, Jacob has managed to of partner content, so we’re ex- ing DDB Asia’s tion. Explains create an enviable identity and a pro- ploring funding some seed video Creative Council, Jacob, “We gressive body of work, often mobile- content, that takes advantage the region com- wanted to first, for DDB, besides increasing his of mobile and social interaction unique to Facebook. Van Veen prising Singapore, scale up metal count year on year. Pratap Bose, joined Facebook earlier this year Hong Kong, China, from founder, The Social Street, who has from CollegeHumor, which he co- Korea and India. Day- worked with Jacob as a DDB colleague founded. Business Insider recently This was in addi- 1 counts him as a very humble creative reported Facebook is working on a tion to his remit which is why we spoke to a few networks with absolutely no airs, particularly new feature called Collections that as group execu- before deciding to align with DDB.” against the backdrop of his success at will showcase exclusive content tive creative di- Revenues will be shared between the the awards. The agency has plans to from favored publishers rector, DDB Group two, but the new outfit is still 100% in- spread its wings to other markets in- (Source: businessinsider.com) Singapore a market he is something of dependent and takes all executive deci- cluding India, but after establishing in a veteran in, counting previous stints sions. “It will be run like an experiment Singapore properly, Jacob informs. with JWT, BBDO and DDB. Prior to for a year and we’ll see how it goes”, he [email protected] BEExclusive Top 10 Firsts on Twitter in 2016 2016 has been an First branded First dynamic and real- First co-branded First First View First Mobile App Promotion on interesting year for and emoji - time trend campaign Moments campaign - Tata native third party apps - GoIbibo on Twitter. At Twitter: 12 3 4 5 Vodafone - KitKat collection - Lakme Motors What? Used Twitter’s Mobile App Promotion sale, talent exodus, not What? Customised Zoozoo Fashion Week product to drive installs of its mobile app and boost enough innovation and emoji during the IPL in What? In a first, Lakme Fashion bookings. Augmented with Video Product to drive more stalled user growth, April 2016. Vodafone got Week (@LakmeFashionWk) cre- brand awareness on the platform. among other woes. On an estimated 90 million ated special Twitter Moments - a The second phase focused on driving further performance Twitter: #Intolerance, security, abuse impressions within the first 5 collection of the best Tweets of at scale using Twitter Audience Platform. and whatnot. But its new managing days of the emoji launch, and a the day that told people the day’s Key takeaway: Acquired users on Twitter and off using surge of 250% in their category director for Southeast Asia & India, fashion story. They created mo- rich targeting insights. Maya Hari says that it’s “a great time to share of voice. ments for each of the five days of be associated with and take leadership of Key takeway: Turn sentiment the fashion week and highlighted the business here in India and Southeast to engagement - Zoozoo’s the best of LFW. First Conversational Card - Airtel Asia. The region is vibrant, India is have a strong association Key takeaway: Combine branded 6What? Leveraged conversational cards by up there in terms of its importance and with Vodafone and the content with on-ground user encouraging users to interact with the hashtag strategic value to us. It’s among the top emoji helped deepen the What? Promoted Trend campaign that ran for content. What? Tata Motors became the #FreeMusicMoviesGames which emphasised on the engagement with the brand 5 user bases for Twitter globally and it’s 5 days and used 26 hashtags. KitKat played first advertiser in India to use the benefits of 4G service i.e. speed and access to free movies through its mascot. also among the fastest growing revenue up “trending conversations” and changed the First View feature for the launch and games. The campaign garnered 2.1 million impressions overall and 280,000 views. markets.” The company has been focused Promoted Trend in real-time to mirror what of the Tiago after it was rebranded on driving more advertisers to Twitter people were talking about -- to ensure users from the unfortunately named Key takeaway: Engaged users not only to watch a video with several new products in video, real have a relevant, contextual and live break Zica. A video Tweet featuring but go one step further and join the conversation and share the video with their network. time conversation, using Twitter as a every time they check the platform. Giving Lionel Messi was placed on prime focus group and looking beyond contests. their key brand positioning #MyBreak a spin, real estate on the Twitter timeline Here’s a look at the Top 10 Firsts on KitKat India used trending topics to create for 24 hours. First Scratchreel - Maruti hashtags such as #MyBreakWithSports, Twitter 2016 with Hari’s key takeaways. Key takeaway: High impact mass What? A Scratchreels campaign as a precursor to #MyBreakWithWeather, and so on. reach with a compelling video 7the launch of the new Vitara Brezza. Scratchreels By Delshad irani Key takeaway: Combine topicality with format. are a Twitter-only interactive GIF format that creativity. looks and feels like traditional animated GIFs but become interactive on Twitter with user-controlled playback. Got an unprecedented engagement rate of over 16%. Key takeaway: Used a fun, interactive medium to ensure deeper engagement. First ‘First View’ + Twitter Poll 8combo - Motorola What? To drive awareness of the new phone Moto Z with Moto mods, Motorola ran a First View trend with #SkipTheSeven. The trend was supported by a Conversational Card which encouraged users to engage in order to explore the options (different hashtags gave users a different response). Followed by a First View marathon for 3 days with a unique hashtag everyday talking about the phone’s features. In the midst of this, Motorola ran a Twitter Poll campaign to understand users’ preferences. Key takeaway: Doubled the impact with rise in awareness + draw participation through the poll. What was stunning is that the results that Twitter users shared around their preferences correlated 99% to the actual sale of models in the stores. First brand to include customer response in a Twitter Trend - 9Hyundai What? Launched the new Tucson using First View with #BornDynamic. Hyundai ran a contest that asked followers what made them “dynamic”. The best answers were integrated with the hashtag description on the day and changed at regular intervals. This opportunity for users ensured that Hyundai drove a lot of tune-ins to the #BornDynamic conversation. Key takeaway: Rewarded users by putting them at the heart of the trend. Give them their 15 minutes of fame. First Live Tweetcam for India 10 - Mercedes Benz India What? Mercedes Benz in India became the first brand to activate Tweetcam in India at the Auto Expo. Via a Call to Action Retweet, users received an instantaneous live response in the form of an image that captured action as it happened at the Mercedes Pavilion. Key takeaway: Mercedes made users feel special by giving them virtual access to its event. THE ECONOMIC TIMES DECEMBER 21-27, 2016 3

Continued from Page 1 >> Is Advertising... Talent leaving, or opting for television or fi lm and not coming into advertising in the first place, couldn‘t be happening at a Crimp My Ride worse time for the business. While the 30 second commercial is not dead by a long shot, longform branded content is the need of the hour. And, in many cases, marketers are not necessarily Almost two years looking to agencies to get their fix. Everyone from pure play content companies like in India, but AIB and TVF to produc- running on empty tion houses like Y Films, a division of Yash Raj has a as far as revenues hat in the ring or an idea on standby, waiting for a rel- go. Why is French We are in evant brand connection. no hurry to It’s an area that’s still being ride-sharing monetise defined, and which agencies are ambiguous about: unicorn BlaBlaCar Raghav Gupta, whether their roles ought INDIA COUNTRY MANAGER. to be creators, curators or not fretting? BLABLACAR the ones who make sure the brand gets adequately rep- By Rajiv Singh resented. Pawar recalls an instance during his stint he global num- abroad where they once bers for French jammed with the writers of ride-sharing app, The Simpsons and says “It BlaBlaCar, are im- was like being in machine pressive: 30 million gun fire in Afghanistan. Tmembers across 22 Before I could react to an countries, 10 mil- idea, another was in the lion travellers every quarter, over air. Finally our job was 2 million trips at any given time and to narrow it down to what over 3 billion miles shared in a de- does and doesn’t work for cade. And a claim to fame of being the brand. You are not the Make sure you the only French unicorn! puppet master. At best, you know how the The Indian numbers are as- are one of the puppets.” business works, tounding: 3 million seats shared While pretty much help- meet talented across 700 cities, 145 million trip less when it comes to kilometres so far, 5,500 tonnes stemming the tide, some people, get a good of CO2 savings. And a claim to ad folk have enough of a business manager, fame of being the first Asian doesn’t charge a penny from own- to be one of our top markets in the lakh people don’t get tickets. “So the perspective on how at least a great accountant, country the Paris-based Unicorn, ers or passengers. Global Numbers... coming years,” he says. In India, demand- supply is very lopsided.” Bollywood works to realise a good producer which will complete two years in “We should be monetising some- 30 million members availability of last-minute afford- While a train might be a competitor it’s not a realm of bound- and a healthy bank January, ventured into. The fact time next year,” says Raghav Present in 22 countries able transport is a challenge, which in Europe, in India it is a collabora- less freedom that, many of balance that it is yet to earn a rupee in rev- 'UPTA )NDIACOUNTRYMANAGERAT 10 million travelers is quite opposite to Europe where tor, he says. those making or contem- enue casts a bit of a pall over its ac- BlaBlaCar. The reason for his blasé every quarter cost is a challenge, he adds. The model wins the approval of plating a shift imagine it Milind Dhaimade complishments, though. attitude can be gauged by the fact 2 million trips available at One of the key learnings from marketing experts who believe to be. All they can do is cau- DIRECTOR, LOVE & FAITH BlaBlaCar helps car owners meet that the carpooling company has any given time India, claims Mazzella, which has monetisation can wait. “It wants tion their friends, juniors passengers going the same route. monetised in only seven of the 22 3 billion miles shared been used in Latin America and to build trial, use, franchise, stick- and colleagues about the If one wanted to get from Delhi to markets it is present in. in a decade Turkey is the use of identity card iness and then monetise in that or- potential pitfalls of a pure- Chandigarh, trains and buses are If the Indian head sounds cool, Claim to fame: It’s the only as a verification tool. “This adds a der,” says brand strategist Harish ly content driven industry. old standbys. But train tickets are the French founder is unfazed and unicorn from France! layer of trust apart from the trans- Bijoor. BlaBlaCar, he reckons, One needs to catch the hard to come by and bus journeys bullish. “We see a huge potential parent ratings system we already also understands that the Indian right breaks, and at least can get very uncomfortable. The in India,” says Frederic Mazzella, have in place,” says Mazzella. market is so large, no one player in Bollywood, writers typi- value proposition for a car owner founder and CEO of BlaBlaCar. Indian numbers... BlaBlaCar is also at the centre of can dominate it. This explains its cally rank low on the totem is that seats that would otherwise India is shaping well towards being Would complete 2 years an innovative tieup with Indian confidence and the move to post- pole, superseded by actors, have been empty can be used to ready to monetise in the future, he next month Railways. BlaBlaCar banner ads pone monetisation. directors, singers and mu- share the cost of the trip. Prices adds. 3 million seats shared flash on its website to offer an option But what if an Uber or an Ola sic directors. are based on a suggestion calculat- For Mazzella, India is crucial in across 700 cities to people with waitlisted train tick- swoops in and starts inter-city Besides, where the some ed by BlaBlaCar according to the forming strategy for Asia. Which ets. The results have been magical: service? What happens to the see an exodus, others only Logged in 145 million trip itinerary and real costs incurred probably explains why the French it enabled a large number of people business model of BlaBlaCar see a culling. Sajan Raj Kurup, founder, Creativeland Asia kilometres by car owners, the latter are free carpooling giant chose the market to travel on BlaBlaCar in less than a then? Bijoor contends that threat observes wryly, “I know one good writer and a couple of aver- to adjust the price to account for over others like China when it for- Has clocked over 5,500 year, he claims. will always be there. Gupta, for age ones from advertising who joined AIB. I don’t know if there tonnes of CO2 savings. the comfort of their car or their ayed into the continent in January India head Gupta believes tying up his part, doesn’t see any competi- is a correlation but the quality of content from AIB has fallen willingness to make a detour. 2015. Given its size, the opportunity Claim to fame: India was the with Railways was a game-changer. tion in India. “There is no direct drastically ever since.” However, the price cannot exceed to disrupt city-to-city travel is large. first Asian country for this While over 5 lakh tickets get booked threat,” he says. [email protected] French ride-sharing app a ceiling set by BlaBlaCar, which “India definitely has the potential on Railways daily, an estimated 10 rajiv.singh@@timesgroup.com

In conversation with just ask customers how to make their lives of great uncertainty, people don’t want to Sheryl Connelly, easier: we have to imagine a future that no Which of these findings came as a surprise commit to a car or a 30 year mortgage. We manager, global one else has imagined. to you? Which ones did you anticipate? call it the ‘no strings attached’ economy. Consumerkind trends and futuring We start a year in advance and look for The one that surprised me the most was There are so many marketers out there ea- at Ford emerging patterns. We come up with 15 when we asked do you imagine yourself rid- ger to engage that you now have the sam- trends, hold workshops across the world ing in a self-driving vehicle in the next 10 pling society. To buy an Apple Watch is a big How and why do you go about putting the with people who are interesting, provoca- years — the country that got behind it the investment. But now people are saying In 2017 Trend Report together? tive opinion leaders. We ask them to disa- most was India at 84%. The US was at 40% maybe you can rent one. There’s a quote from Henry Ford where he gree with us to see if the trends withstand and the UK was at 30%. (Read the longer version of the Here’s a look at the key takeaways from said “If I’d asked people what they wanted scrutiny. We survey most relevant trends; We anticipated Decider’s Dilemma a while interview on etbrandequity.com) ‘Looking Further With Ford - 2017 Trends’ they’d have said ‘faster horses’.” We can’t we spoke to 8100 people in 9 countries. ago. It’s not just about choice; in the context

“In the last month, “I feel women have more opportunities “Prosperity today is more about “The internet creates more I have walked today than they did three years ago.” happiness than wealth.” “My defi nition of choice than I need or want.” away from a wasting time is different (percent of adults globally who agree) (percent of adults globally who agree) (percent of adults globally who agree) purchase decision than it was in the past.” because there were India 90% India 82% “I’m China 99% so many options, annoyed by 72% I couldn’t choose.” Brazil 83% Germany 78% people who OF ADULTS India 90% are showy GLOBALLY “I think the China 82% China 77% with their AGREE Brazil 74% roles of men and money.” U.S. 78% women are becoming Australia 71% Australia 70% more blurred.” % Canada 77% Canada 71% 77 Which of the following do you Canada 68% AGES 18-29 consider a productive use of time? Australia 77% U.S. 70% Germany 68% 80% 57% Germany 73% Spain 69% AGES Sleeping Spain 67% 75% 72% 30-44 U.K. 73% MEN WOMEN Brazil 67% % U.K. 66% % 54 Spain 67% U.K. 64% 84 Surfi ng U.S. 57% 49% AGES 45+ the internet AGES 18-29 “Women & men are still What percent of the world’s “I care less about material “After I buy something, I worry that I should billionaires are female? 43% have kept looking for a better product or deal.” not viewed as equals.” possessions than I did in the past.” Reading fi ction 39% (percent of adults globally who agree) (percent of adults globally who agree) AGE 9.7% 36% 30-44 2014 Watching TV 60% 51% 34% 27% 10.7% 24% AGES 18-29 AGES 30-44 AGES 45+ AGES 45+ 2015 Social media 77% 10.4% % MEN 62% 67% 73% 19% 88 “Our increased WOMEN 2016 AGES 18-29 AGES 30-44 AGES 45+ Daydreaming reliance on technology Which of the following do you feel “Who is most to blame for “Until what age should “I’m more likely to support “New sharing services has resulted in excess consumerism?” make it easier for me higher rates of has the most power to effect positive a parent take fi nancial companies that prioritize to avoid commitment.” obesity.” change on society?* responsibility for his purpose over profi t.” 47% (percent of adults globally who agree) or her child?” (percent of adults globally who agree) 77% of adults globally of adults 39% 24% (percent of adults globally who agree) ages 18-29 agree globally agree MEDIA COMPANIES PURPOSE 47% % Individual 37 PROFIT “Technology is contributing consumers INDIVIDUAL 88% 83% to sleep deprivation.” 28% CONSUMERS WOMEN MEN Governments “I believe boycotting a “Companies are responsible for improving “Technology “Technology 78% brand can change corporate “I feel no guilt or remorse the lives of their customers.” is making us is making us WOMEN behavior for the better.” when throwing away dumber.” less polite.” 17% (percent of adults globally who agree) Companies clothes because they are of adults no longer in style.” 69% 69% 47% 63% MEN z globally agree of adults of adults zz * 38% globally agree globally 8% of respondents AGES agree z chose “none of the above” 18-29 24% 39% 26% 35% As long as Ages Ages 81% 79% 70% 69% 55% 54% 51% 50% 48% AGES possible 18-22 23-26 30-44 U.S. % 4% 7% U.K. 24 India Spain China Ages 15-17 Ages 27-30 Brazil

AGES 45+ Canada INFOGRAPHIC: BHAVIN GAJJAR BHAVIN INFOGRAPHIC: Australia Germany THE ECONOMIC TIMES DECEMBER 21-27, 2016 4 One Day At Maurie’s What would you do with 24 hours in Publicis chief Maurice Levy’s famous offi ce? We asked adfolk. By Delshad Irani

n his last annual address and year-end video, Publicis Groupe chairman Maurice Lévy pulled out all the stops. Lévy who is I due to retire in February 2017 has listed his office located at the fashionable Avenue des Champs- Ashish Bobby Pawar, managing director, & chief creative officer, RajDeepak Das, chief Élysées on Airbnb. In “What’s Next Khazanchi, Publicis India & South Asia creative officer, Leo Wishes” Lévy delivers an address co-founder, I’d make a film that is a twist on Maurice’s film. A Burnett, South Asia highlighting the pivotal moments Enormous (ex- woman in her fifties talks to the camera about the (A Publicis Groupe agency) in the communications industry vice chairman important contributions that women make to the busi- Considering Maurice’s office and Publicis’ year like the funding and NCD, Publicis ness and their growing influence while Maurice’s office is in Paris, I am looking forward of 90 startups through its initiative Lévy’s office is now up for grabs on Ambience) gets a feminine makeover. She ends by saying, the next time you see to boarding my f light of fantasy. I Publicis90. Meanwhile in the back- Airbnb for anybody over 18 years. Being one of the creative lead- a woman in Maurice’s chair, it will be for a lot longer than two days. love Paris, I love French food but ground a moving crew is hard at work For one day only, of course. The ers in Publicis, I’d had the unfortunately, the city doesn’t have clearing his office of artworks, books, deal includes unrivaled views of opportunity to visit Maurice’s Anil Nair, CEO & Managing Partner, great Indian fare. But that’s about to fixtures, stationary, a wig (prop from Champs-Élysées, a movie screening office a couple of times. It’s L&K Saatchi & Saatchi India (A Publicis Groupe agency) change now. For last year’s year-end video) and candy in Publicis’ private theatre, breakfast without a doubt one of the most I plan to follow my prede- Audrey Tautou a day, I’ll open jars hidden in a wall-safe concealed by on the famous Publicis terrace where incredible offices I’ve ever cessor’s routine. 11 am: Discuss lunch over a cheese tasting a pop-up Udupi a painting. While Lévytalks and sips many post-deal photo-ops have taken seen. I remember on one par- 7.30 am: Order a bottle of 1.30 am: Lunch meeting with Marion Cafe in Maurice’s from his “I’m the boss” cup; which, place, lunch at a Michelin star res- ticular foggy winter afternoon Bordeaux Cotillard office, and after much like Thor’s Mjolnir, only the taurant, a crash-course in leadership ambling onto his incredible 7.32 am: Breakfast meeting 3.30 pm: Snooze closing hours, I’ll host an Indian worthy (Lévy) may lift. and free Wi-Fi. All one needs to do is deck, overseeing the majestic with the interior decorator 4.12 pm: Order a bottle of Provence. More couple’s ‘destination wedding’ (I’m submit a 100-word piece answering the Arc de Triomphe and the uber 8.30 am: Finance meeting with CFO of cheese. sure his office is big enough to host question: “What would you do with a fashionable Champs-Élysées, Publicis Groupe 4.45 pm: Call for an update from Sapient 1500 people). day in the office of Maurice Lévy?” a glass of Bordeaux in hand, 8.40 am: Business update from 4.50 pm: Conference call with Francois My Udupi Café will serve wed- However, instead of waiting for en- and wondering ‘ac- Group agencies Hollande ding guests leftovers delectable tries to Airbnb HQ, Brand Equity tually yahan baith 8.45 am: Meeting with hair- 4.30 pm: Offer a golden handshake to South Indian food. That one Indian ran its own contest. We asked some kar ek adrak wali stylist Mr.Levy wedding is enough to lift an entire current and ex-Publicis folk to submit chai peene mein kitna 8.46 am: Order a bottle of 4.35 pm: Order a bottle of agency’s bottomline for a whole year their ideas to us. And here’s how they’d mazaa aata.’ Well, Alsace Champagne is hardly a secret. Voila! Everyone is spend a day at Lévy’s. Head’s up, there’s that’s what I’d do now 9.30 am: Send out a Memo 5:30 pm: Book a table for 10 for din- happy (me, most). a helluva lot of food and wine involved. if I were to book this on Airbnb. about something ner at La Monnaie de Paris Now excuse me, I need to make [email protected] Dream fulfilled. 10.30 am: Meeting with 7:30 pm: Dinner and drinks some urgent arrangements…

Continued from Page 1 >> Continued from Page 1 >> Dangal’s Fantastic Four Days of...

Advertising pays the bills Coca-Cola is hoping to dispel at Nadkarni whose career graph in- NT: Advertising brings in a lot of security. Bollywood can least some of the gloom surround- cluded a stint heading marketing get scary at times. It doesn’t come with any guarantees. ing the category its new push be- at Coca-Cola. He recalls, “In 2002, Some of my screenplays are still stuck and may never see hind Thums Up. Not entirely new; one of the things consumers told the light of day. the line Main Hoon Toofani is a hold- us was Thums Up was becoming PG: Something in me says ‘hold onto the profession over from its last campaign with too brawny; at a time when mascu- you truly love, while you’re doing this’. Given a chance Salman Khan. Explains Debabrata linity was evolving to dimensions though, I’d love to do only films. Someone had once told Mukherjee, vice president - market- beyond physicality. Which was me, “Nobody becomes a film director and then becomes ing and commercial, Coca-Cola, when we brought in an element of something else. Movie making is the final best job on “We moved to Main Hoon Toofani intelligence.” What the brand that the planet.” very recently. It’s a good statement has always stood for is machismo. when you say the fire, the thunder is Nadakrni recommends it under- In advertising one had We moved to Main Hoon Toofani within and it resonates with people. stand what masculinity means in reached a stage where very recently. It’s a good state- you could put your foot Consumers don’t get tired of lines, today’s context and communicate down and fight for your marketers do.” ment when you say the fire is that in an engaging way. “Merely people’s remuneration. On the anvil is a strategy that puts within, the thunder is within getting big names doesn’t address Hopefully, we will reach conversations around the brand and it resonates with people. the relevance issue. Ranveer is that stage in film-writing front and centre. It’s something Coa- good, having a good director is business after Dangal Consumers don’t get tired of Cola has been driving by revamp- lines, marketers do great but I’d be interested in the in- Nitesh Tiwari ing the packaging of the brand, sight,” he says. Debabrata Mukherjee, Coca-Cola You have little control over introducing smaller cans and via There are of course those who how a feature turns out. We the Thunder Challenge, an obstacle Stills from the ad argue history and not the lack of had a different idea for Bhau’s course on a truck that had 2,500 to insight is what the category is up house in Bhootnath Returns. 3000 people signing up. Addressing ground and the right levers to en- board happened after Coca-Cola able and authentic at the same time against. That health consciousness Production team couldn’t find growth issues, Mukherjee will only sure transaction you are covering parted ways with Khan — as is fantastic.” He promises a film that is likely to outpace the soft drink anything like that. While writing you capture the essence say both Thums Up and Coca-Cola almost all elements of the ecosys- friends, Mukherjee is keen to clar- will be a mix of action and emotion. majors’ ability to spread, grow and more than the frame continue to grow and not at the ex- tem.” There are no plans to restage ify. As of now Coca-Cola is buoyed However experts believe that it’s increase per capita consumption. Piyush Gupta pense of each other: “I love football or extend the brand. Considering by the enthusiasm the star has for going to take a lot more than an Which leaves brands like Thums and to use a metaphor from the low per capita consumption, the fo- the brand. Mukherjee says, “When enthusiastic brand ambassador Up, only one option: to make hay sport, these are my two strikers. If cus is still on geographic spread and I look at Ranveer, I want to be young and a badass film. “These things through the days of thunder, how- Film-writing is a lot of fun. But advertising pays the you do the right connection plan- building the core. again. To have the impetuous irrev- are yielding diminishing returns ever long they last. bills, gives you stability. I ning, have the right experience on The decision to bring Singh on erence of youth but to also be vulner- as compared to a decade ago,” says [email protected] really enjoy it too. It has taught me how to say too much in too little Shreyas Jain (Sherry)

Having your names flashed in the credit list has its disad- vantages too. You can blame a client or a teammate for a bad ad. Can’t blame anyone else for a bad script Nikhil Mehrotra

High-risk gamble PG: You can write an ad to an edit. Can’t do that with a feature film. It will be handed over to a separate direction and editing team. You don’t know how it’ll turn out. We have to capture the essence more than the frame. NM: Advertising writing is fairly easy comparatively. Lot of plots sound very interesting in one line. Try expanding them to 2-hour films! So many movies fall flat in the first 30 minutes. NT: Advertising is an interruption. People can put up with you for boring them for 40 seconds. Feature film is appointment viewing. Time and money are involved. Everyone is going to comment on your film; they may not even know you’re behind an annoying ad on TV. Advertising has relatively small production cost too. Feature films are mammoth, there’s so much at stake. You can make another ad if one doesn’t work. I can’t make another Dangal. [email protected] (Read the longer version of the interview on etbrandequity.com)

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