November 1-15, 2012 Volume 1, Issue 12 `100 30 24

DEFINING MOMENTS Brian Almeida In direct dialogue with the direct marketing expert. 14

COKE Meal of Happiness Getting families around the dining table. 38

PROFILE Mallikarjun Das SMG India’s CEO takes on a bigger role.

TAM Business as Usual? 32 One-client-one-agency RAJASTHAN PATRIKA is the new mantra for Shopping Spree 44 happy relationships in the ZEE advertising business. Edutainment Platter 46 OBITUARY Quentin Coello 50 BOOK YOUR SPACE NOW!

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This fortnight... Volume 1, Issue 12 EDITOR Sreekant Khandekar he agency-client relationship has undergone several stages of evolution. First, it was the full service agency, which handled all forms of communication for PUBLISHER T Prasanna Singh

November 1-15, 2012 Volume 1, Issue 12 `100 various clients across categories. Then came the era of specialisation, where separate 24 EXECUTIVE EDITOR 30 agencies handled different aspects of the communication, which meant the client Prajjal Saha had to synchronise between its various agencies – creative, media, digital, OOH, SENIOR LAYOUT ARTIST

DEFINING MOMENTS Brian Almeida activation. Vinay Dominic In direct dialogue with the direct marketing expert. 14 This age-old agency client relationship has taken a new turn. Large clients – are PRODUCTION EXECUTIVE demanding an exclusive relationship with their agency – almost like an arranged Andrias Kisku

COKE ADVERTISING ENQUIRIES Meal of Happiness marriage. Getting families around the dining table. Rahul Puri, (0120) 4077833, 4077866 38 Initially, these relationships were restricted to the media sector. In India, we had Noida Team LG (for LG) at Maxus, Fulcrum (for HUL) at Mindshare. The trend Arunima Bhattacharya, (022) 40429702-5

PROFILE Mumbai Mallikarjun Das SMG India’s CEO takes on seems to be creeping into the creative sector as well. a bigger role.

TAM [email protected] Business as Usual? 32 One-client-one-agency RAJASTHAN PATRIKA is the new mantra for Shopping Spree 44 JWT has a separate team for its long standing client Ford (Global Team Ford), happy relationships in the ZEE MARKETING OFFICE advertising business. Edutainment Platter 46 OBITUARY Quentin Coello 50 whereas another global automobile giant, Chevrolet has assigned Commonwealth B-3, First Floor, Sector-4, Noida-201301. (the joint team formed by Goodby Silverstein & Partners and McCann Erickson) Tel: (0120) 4077800. its advertising duties. Similarly, Colgate Palmolive has Red Fuse. MUMBAI 501-502, Makani Center, 5th Floor, The dedicated agencies are similar to the in-house (Cheil for Samsung and Off Linking Road, Bandra (W), Mumbai - 400050 Innocean for Hyundai) model of functioning where the client gets in all kinds Tel: +91-22-40429 709 - 712 of services under one roof and a team which is completely dedicated to its brand. BENGALURU However, this relationship also comes with its limitations. S-1, New Bridge Corporate Centre, 777 D, 100 ft Road, Indira Nagar, Talent is a big issue in this relationship as great advertising minds often find Bengaluru - 560038, India it limiting to work on a single brand or a category. For any creative or planning SUBSCRIPTION ENQUIRIES professional, the experience of handling multiple categories and brands helps them Akhilesh Singh, (0120) 4077837 develop new insights and come up with fresh thoughts. [email protected] Owned by Banyan Netfaqs Pvt Ltd and The current issue looks at why an old style arrangement is finding fresh Printed and published by popularity. Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063.

Printed at Cirrus Graphics Private Limited B-62/14, Naraina Industrial Area, Phase II, New Delhi – 110028. Prajjal Saha Cover Illustration [email protected] Gogol CONTENTS 44 22 PLUS NIKE True Blue Track MOTHER DAIRY The journeys of Maternal Instincts 18 the cricket world champions run LINKEDIN parallel to that of Simplification Agenda 26 their fans, is the insight this ad reveals. INDIATIMES.COM Yet Another Avatar 26 ESOMAR EXCELLENCE AWARD 16 48 Maidens Win BROADCASTING Quipper Research is the first Middle Path 36 Indian agency to win. PUTHIYA THALAIMURAI New Contender 46 POV 34 TATA MOTORS ING VYSYA Research Crutch Bridging Distances Attention-Grabber BLENDERS PRIDE Does research in The TVC is part-emotional Highlighting the no-penalty Fashion Statement 48 communication lead to tunnel and part-functional. clause, is this OOH drive. vision? afaqs! Reporter, November 1-15, 2012 5 MOBILE USAGE SURVEY 1(:6%8//(7,1 ([WUHPHO\&RQIXVLQJ Sponsored by n a vindication of The Mobile limited to data card customers only. IIndian’s (a sister publication of Jonathan Dharmapalan, Ernst afaqs!) arguments in multiple sto- & Young’s global telecommuni- ries related to data plans offered by cations leader, said, “The lack of service providers, Ernst & Young understanding of mobile tariffs has VIP Industries> The luggage major has forayed into branded ladies handbag category with the launch of in a report has pointed out that the a dramatic impact on customers try- Caprese. The aim is to dominate the `2,000-crore segment fear of bill shock has been stopping ing new mobile services. Clear and in the next five years. Owning exclusive brand rights in all people from consuming data on their consistent communications from markets including Europe, it’s in talks for distribution in mobile devices. mobile operators to their customers Hong Kong, Singapore and Dubai. In India, the handbags In the report, named The Mobile would help change this and may also will be positioned in the mid-premium category and will be Maze, consumers surveyed are influence people to try new services available in 100 cities including 400 VIP Lounges. overwhelmed by new mobile internet servic- es and complex mobile data price plans. Lifestyle International> The retail venture plans to Such is the fear of invest `400 crore in three years’ time to boost its business in India. It plans to launch six to eight Lifestyle stores and overspending that 38 six of its home solutions brand Home Centre store, in the per cent of consumers, next three years. It’s also looking at increasing the number according to the report, of stores for its other brands such Max, Splash and Bossini. have stopped using MARKETING While Max will touch 25 stores, Bossini intends to get five ‘mobile web brows- to ten stores per year with 25 Splash stores. ing’, because they were Consumers are sooner. If operators do either worried about not change the way overspending or didn’t overwhelmed by they communicate, The electrical equipment maker is eyeing understand the differ- by increasing billing Havells India> new mobile a revenue of 7,500 crore this fiscal. The company is looking ent pricing options. transparency, improv- ` internet services at about 15-20 per cent growth within India over the next two This fear is reflected and increasingly ing level of customer years. Besides expanding its distribution network, the compa- in Indian usage pattern service and produc- ny plans to increase exclusive outlets to over 200. Additionally with 54 per cent people complex mobile ing clearer marketing it will be focusing on launching a slew of new products, preferring unlimited data price messages, they will fail including coffee maker, electric kettle, pop-up toaster, sand- plans with a fixed bill. to take advantage of wich maker, induction cooker and mixer grinder. The company According to the plans. the opportunities that has allocated `120 crore towards brand promotion. report, confusing tariff exist.” and lack of awareness were main While smartphone users are more reason for poor adoption of services likely to use data services, most peo- like operator app store or mobile ple are not using their phones to the Subway> The US fast-food chain plans to add 150 new payment services. fullest due to confusing data tariff restaurants in India by the end of the 2013 with 700 more that they are flooded with. outlets in the next five years. The company, which currently Indians avoid mobile internet Another reason for low adop- The company has 300 restaurants, is planning to increase its focus on tier Recently, Vodafone India, offi- tion is the poor signal strength that is planning to II and III cities. It also has vegetarian restaurants in Noida, cially, acknowledged bill shock to undermines the customer experi- Mumbai and Jalandhar. Two more are planned in Gurgaon increase its focus and Amritsar. Keeping in mind Indian sentiments, Subway be the biggest reason for low 3G ence and slows adoption and usage. on tier II and has adapted a specific menu sans beef and pork. Presently, adoption. Surprisingly, India’s big- In India, 3G networks are relatively it gets about 2.5 percent of its overall revenues from Asia. gest operators - Airtel, Vodafone and new and don’t offer the kind of III cities. Idea Cellular - still don’t offer truly speeds promised, even in the cities. unlimited plans and only offer a bill The survey, carried out in June, The cereal-maker is taking a second shot at cap on the data usage. interviewed 6,000 consumers in 12 Kellogg India> localising its India portfolio. It is rolling out variants like pudina, Tata Docomo, RCom, Aircel and countries. It found that while smart- tomato and garam masala for its oats range and is likely to MTS offer several unlimited plans phones offer the potential for new follow the launch with localised variants of its other products but most (apart from Aircel) are data services, regular usage is low. as well. About 14 years ago, Kellogg had rolled out a breakfast cereal sub-brand called Kellogg Mazza in elaichi, coconut and rose, but the product fizzled out. The breakfast segment is esti- QUOTE OF THE FORTNIGHT mated at `600 crore, growing at 18-20 per cent, with Kellogg leading the category with about 55 per cent market share. ‘‘Despite being relatively new in all these segments, we This will be Voltas> The air-conditioner maker, after a joint venture have been witnessing rapid Voltas’s re-entry with Turkish white goods maker Arcelik AS, plans to launch growth and have established refrigerators, washing machines and microwave ovens. It in the home will be limited to product development and manufacturing significant market standing appliances space. and may lead to installation of a new plant in India. This across most categories.’’ will be Voltas’s re-entry in the home appliances space, a KURUSH GRANT, EXECUTIVE DIRECTOR, ITC ON THE COMPANY segment it vacated by selling its Allwyn brand to Electrolux CORNERING MORE THAN 28 PER CENT MARKET SHARE IN THE CREAM in late 1990s. The move comes after Voltas BISCUITS CATEGORY IN URBAN INDIA AS PER NIELSEN DATA, IN THE overtook Korean rival LG India to become the ECONOMIC TIMES. market leader in residential air-conditioners.

6 afaqs! Reporter, November 1-15, 2012

HISTORY TV18 1(:6%8//(7,1 ,QGLDQ&RQQHFWLRQ Sponsored by he factual entertainment The other planned launches in channel from the TV18 November are Bollywood Star, a TGroup and A+E Networks four-episode series that will show joint venture, History TV18 has Australian aspirants of the Indian planned seven series in this quarter film industry; Great Expectation, NDTV Good Times> NDTV Good Times has brought back (October-December). One of the a series featuring Barack Obama; the new season of ‘Swiss Made Dreams’ with Switzerland most important aspects of the chan- American Pickers, a series where Tourism. Launched on 21 October, it airs every Sunday at 10 nel’s plans is the India band that will the anchors will be seen buying and pm. For this season, 13 winners are sent on a dream vacation be launched around Diwali. selling antiques and collectables; and on an all-expense paid trip. NDTV Good Times gave them a Incidentally, the channel recently Larry The Cable Guy, a series featur- chance to turn their dreams into reality. The winners were completed one year; it was launched ing a funny character, who travels to chosen through an interactive and unique entry mechanism MEDIA on October 9, 2011. America and experiences a variety of on the channel’s social platform, designed by BrandAppz. Christened India Unlimited, the different lifestyles that occur only in India band will have different India- America. The comedian explores the centric series. It will country and immerses Bindass>Youth entertainment channel Bindass has start with Road Less himself in different life- launched the second season of SuperStud. The second Travelled, which is a styles, jobs and hobbies. instalment of the show that features young men competing traveller’s ethic of spon- Meanwhile, riding on ways to impress women will be now called Superdude. taneity and readiness. on the back of the suc- The new season premiered on October 27, 2012 at 7 pm. The programme will cess of Pawn Stars, the The show will have 13 contestants selected through the showcase a young and channel has planned to on-ground auditions across three cities – Delhi, Chandigarh vibrant India through a launch another show and Mumbai. They will be trained and cultivated into traveller, who tries to depicting ancient arte- Superdude by show host Ashmit Patel. explore the length and facts called American breadth of the country, Pickers. right from Jagannath Kapur states the Zee TV>Zee TV is launching a Muslim social drama for the Puri to Jaipur. An important channel has realised first time to take on the 9.30 pm time slot. Titled Qubool Hai, Another series that its expertise lies the daily show was launched on October 29, and will aired under the India aspect of the in the character-driven from Monday to Friday. The show is replacing Phir Subah Unlimited band will channel’s plans shows (like Larry and Hogi, which will now air at 11 pm slot. With this, the channel be India on Four Passage) and the arte- is extending its prime time offering till 11.30 pm. The show Wheels, which has is the India band fact-oriented shows. is an attempt to remove certain misconceptions that people earlier been telecast to be launched “Surprisingly, when have about Muslim culture. in the UK. The series around Diwali. we tried to test the depicts the individual grounds for Pawn Stars journeys of an American, a British initially, the research revealed the Star Pravah has launched a game show and an Indian. audience was not interested in the The game show Star Pravah> focuses on the titled Tumchya Sathi Kaypan. Hosted by Sunil Barve, the show Ritu Kapur, programming head, ancient arts content. But when it went on air on 22 October and will air Monday to Saturday A+E Networks | TV18, says, “India went on-air, it was one of the most relationship at 6.30 pm. The game show is presented by Sunfeast Marie Unlimited is sheer celebration of watched shows,” she says. between a Light and focuses on the relationship between a husband India. It is the portrayal of the best She adds that the two shows, husband and and wife. The husband performs a series of tasks to win the that the country offers and the chal- Larry and American Pickers, may be wife. wife’s heart. There will interactions, question-answers and lenges faced by it. It doesn’t just produced locally later, once the audi- general games bringing the camaraderie between them. show the typical traditional India, but ence receptivity is tested through the also modern day India.” American versions. Apart from these two series, the The channel also has in the pipe- Jewellery makes a comeback on lifestyle channel India band will have special pro- line Cities of the Underworld, 26/11 TLC> TLC with the new season of the local show Oh My Gold!. grammes on the Taj Mahal, The A Close View (a detailed account of The show will have a new host in former Miss India Nikita Kamasutra, Passage Through India 26/11), The Perfect Terrorist (about Anand. A guide to Indian jewellery, the four-part series airs with Caroline Quentin and the peo- David Headley) and Black Ox (based every Monday at 9 pm from 22 October. The new season ple who travel to India. on counter terrorism measures). will showcase the diversity and wealth of Indian jewellery’s cultural heritage and the age-old love affair with personal ornamentation. There are also wonderful instances of how QUOTE OF THE FORTNIGHT gold and jewels have transcended materialism and become an integral part of spiritual and religious customs. ‘‘Multiple TV homes, waiting to analyse a better option (DTH or cable), have begun to Sananda TV>Ananda Bazar Patrika’s presence in the make up their minds because television entertainment space will end on 7 November as Sananda TV shuts down, 15 months after its launch. The of the publicity blitzkrieg by Kolkata-based media group, which had launched the Bengali the ministry and the threat of channel on 25 July last year, could not make an impact in a market dominated by Star Jalsha, Zee Bangla and ETV Bangla. a blackout.’’ Sananda TV had launched several fiction shows including big ASHOK MANSUKHANI, PRESIDENT OF THE MSO ALLIANCE ON THE ticket ones like Raj Chakraborty produced Naayika and quiz DIGITISATION, FINANCIAL EXPRESS

SUSHIL KUMAR show, Jabab Kinte Chai, produced by Big Synergy. The latter was inspired by the British game show Sell Me the Answer.

8 afaqs! Reporter, November 1-15, 2012

EFFIE 2012 1(:6%8//(7,1 &DOOVIRU(QWULHV Sponsored by ffie, an Ad Club initiative, has tomer life time value across various announced call for entries for products or categories. Eits 12th edition (2012). The The Best On-going campaign final award ceremony will take place category will recognise ideas that on 4 December at the Royal Western have connected with consumers in a DMA International Echo award 2012> For the second India Turf Club, Mumbai. dynamic operating environment. consecutive time, M&C Saatchi has clinched the award Campaigns that ran in India Apart from the Digital Marketing in the Direct Mailing for Insurance category in the DMA between July 1, 2011 and June 30, category, the other award categories International Echo awards 2012. The awards ceremony was 2012 will be eligible for the awards. are Consumer Products; Consumer held on October 16 at the Mandalay Bay in Las Vegas. The The agencies can register the cam- Durables; Services; Corporate agency won the bronze for its Saptapadi mail pack for Birla Advertising; Digital Advertising Sun Life Insurance. Incidentally, the agency won the silver (Online or Mobile Communication); metal in the same category for the same client Retail Advertising; Healthcare; B2B last year, for its entry, Annaprasan. Advertising; Rural Advertising and Regional Advertising. The Grand EFFIE will be awarded >> ACCOUNT MOVEMENT based on the highest points received by an entry across all 14 categories. > After evaluating several leading creative agencies, online shopping portal Yebhi. The special categories for the com has brought on board TBWA India to handle its creative mandate. The media award include David v/s Goliath (for planning and buying duties have been awarded to MPG Group. It may be recalled smaller, new or emerging brands), that a year ago, Eleven Brandworks created a TVC for Yebhi.com that targeted middle Integrated Advertising Campaign; and upper middle-class youth, especially those without much disposable income. The

ADVERTISING Grand Effie; Effie Agency of the lifestyle and fashion e-retailer from the stable Year; Effie Client of the Year; and of Big Shoe Bazaar India launched operations Lenovo Tech-Doers Award (tech- in 2009. nology sponsor). Entries will be judged in two phases. Round One > Scarecrow Communications has bagged the paigns digitally, too. The campaigns will evaluate entries creative duties for Reliance Mutual Fund, a part of the The last date for sub- on a stand-alone basis Reliance Group. According to market estimates, the ad mission of the entries is that ran in India without comparison to spends are pegged at Rs 15-20 crore. The incumbent 5 November, 2012. between 1 July, other entries in their creative agency on the account is Metal Communications. Direct Marketing, category. The development is the result of a closely fought multi- in recognition of the 2011 and 30 In the Final Round, agency pitch process that saw the participation of six specialist discipline’s June, 2012 will finalists in each cat- medium to large creative agencies. The process was ability to give measur- be eligible for the egory will be judged initiated around July this year and was held in Mumbai. able results, and Best against other finalists in On-going campaign, awards. Agencies that category. recognising brands can register While individu- > Ticketing website KyaZoonga has decided to partner with five year old creative having made effective- the campaigns al campaigns can be hot shop Happy Creative Services for its upcoming communication. The agency’s ness a way of life, are entered in any one of Mumbai branch will work on this business. For now, the agency will work on the the new award catego- digitally, too. the eleven award cat- brand’s upcoming communication on a project ries, this year. egories, single brands basis. Launched in early 2007, KyaZoonga is an Under the Direct Marketing can have multiple entries. entertainment and sports ticketing company. So far, category, the organisers will recog- For the record, in the previous it has sold several million tickets both in India and nise campaigns that demonstrate edition of the awards, Ogilvy India around the world. KyaZoonga was launched in 2007. effectiveness in meeting objectives was adjudged the Agency of the Year of prospect identification, custom- for the third time in a row. Taproot er acquisition, customer retention, won the Grand Effie, while Cadbury > Saatchi & Saatchi has won the creative duties for Parampara, a range of customer loyalty and increasing cus- India was declared Client of the Year. ready-to-cook Indian gravy mixes. The brand belongs to General Mills that has been a part of the agency’s global client roster for many years. In India, Saatchi & Saatchi handles General Mill’s portfolio of consumer brands including Pillsbury Chakki Fresh, QUOTE OF THE FORTNIGHT Multigrain and Gold Atta, Pillsbury Cake Mixes, Betty Crocker Dessert Mixes, Green Giant frozen vegetables, Nature Valley granola ‘‘The antisocial creative guy is bars and Haagen-Dazs dead; the hippies and junkies ice creams. who gave the impression of being philosophical. Once > Wrangler India has awarded its creative the silos began they had no duties and strategic communication development clue what PR means, how to to Bengaluru-based Push Integrated Communications. The agency’s sound category mount an exhibition or a wall knowledge and domain expertise helped it clinch this painting campaign.’’ win. The focus is on a fully integrated ad campaign and KV SRIDHAR, CHIEF CREATIVE OFFICER, LEO BURNETT, INDIAN country-wide activations. It’s clientele include Kalyan SUSHIL KUMAR SUBCONTINENT, ON THE NEW AGE CREATIVE EXPERT, IN BRAND EQUITY. Jewellers, Kalanikethan and Manappuram Finance.

10 afaqs! Reporter, November 1-15, 2012

1(:6$'9(57,6,1* COCA-COLA Meal of Happiness Based on the theme ‘Saath khao, khushiyaan badhao’, the TVC seeks to reignite the magic around mealtimes by celebrating happiness and marks thee return of McCann Ericksonson. By Anushree Bhattacharyyaryya

raditionally, the ‘dining table’e’ hashas composercomp Shantanu Moitra. India has tied up with popular celebrity chef played a pivotal role in everyvery SpeakingS about the campaign, Sanjeev Kapoor for an on-ground activation. Tfamily, with all the familyily AnupamaAn Ahluwalia, vice-president, Coca-Cola will also roll out a campus members sitting together to eat,t, mmarketing, Coca-Cola India and programme based on the premise, ‘Happiness discuss, debate and enjoy. However,r, SouthwestS Asia, says, “Today’s strikes where you’d least expect it’. It will have with the advent of the 21st century, fastf lives are stealing away what moms paying a surprise visit to certain campuses the ‘dining table’ lost out to otherr couldc be moments of bonding and cooking for students. Next, the company needs and preferences, such as thee anda togetherness; through the plans to capture ‘fun’ and ‘togetherness’ moments mobile phone, television screen orr ‘Coca-Cola‘ and meals campaign’ experienced by consumers at restaurants (TGIP), the internet. Coca-Cola India’s neww wew are urging consumers to bring introducing a ‘Happiness camera’ to click photos campaign, ‘Coke and meals’, revivess togethernesst to the meal occasion, of people sharing a meal with their family. and reinstates the glory of the diningg whichw seems to be fast disappearing table, along with the long-forgottenn dued to modern day pressures.” A JOYFUL RETURN moments of sharing and togetherness.. Prasoon Joshi, chairman and he commercial gets a thumb’s up from Based on the theme ‘Saath khao,, chiefc creative officer, McCann Tadvertising professionals who feel that a khushiyaan badhao’, the campaignn WWorldgroup India and president, simple brand promise has been shown with a seeks to reignite the magic aroundnd SSouth Asia, explains, “Basically, simple and real-life insight. mealtimes by celebrating happinessss CCoke and food have had a great Chraneeta Mann, executive creative director around the dining table. aassociation for decades. So this and national creative head, special projects, Conceptualised by McCannn ttime we thought of weaving a Rediffusion-Y&R, says, “Last year, Coke’s Diwali Erickson (the agency returns too sstory around this association. campaign took celebrations out of home by urging work on Coke after Lowe Lintas & AAlso, Coca-Cola, for a while has one to include all those people who had added to Partners’ summer campaign for thee bbeen following the mantra of their happiness at some point in life. What it does brand earlier this year), the televisionn ‘O‘Open happiness’ through various interestingly this year is to bring back the same commercial (TVC) shows how Coca-ca- ccampaigns.am Therefore, we thought of thought of ‘happiness best celebrated together’ inside the four walls and connects it with a new reality today - a reality where a dining table lies “Through this “Coke and food forgotten in a battle lost to cell phones, television have had a great and PSP gamers.” campaign, we are “The eminently hummable track urges families urging consumers association for to reconnect and bring the laughter and joy of to bring together- decades. So, we simple mealtime conversations back. All in all, the thought of weaving commercial is a tribute to the dining table that the ness to the meal younger generation almost forgot. And a rather occasion.” a story around this nice space to own in the festive season,” she adds. ANUPAMA AHLUWALIA association.” “After a long while, Coke seems to have found PRASOON JOSHI its groove back. It’s a simple promise, a simple premise that leaves you with a very happy feeling. FOTOCORP For a brand that is built on happiness as an Cola plays a role in bringing together various propagating the role of Coke and how it spreads emotion, it’s almost perfect in its imagery. The members of a family at the meal and spreads happiness in a modern family.” casting, the setting, the use of music - all are very happiness. Various examples of several families “We noticed that in today’s world, everyone real and the use of the dining table where the are shown eating at the dining table and enjoying has become so very busy that people don’t have celebration normally happens is really insightful. diverse conversations with a glass of Coke. The time for each other. Interestingly, meal time is It’s good that the commercial does not come across campaign ends with a voiceover that says, ‘Saath such a time which brings everybody together. So as too ‘addy’ .The real people flavour is happiness- khao, khushiyaan badhao.’ we thought of making the dining table as the main inducing,” remarks Naresh Gupta, managing While Ram Madhvani of Equinox films has area for everyone to come together,” adds Joshi. partner, Bang in the Middle. „ directed the film, the music score is by Bollywood To further promote the thought, Coca-Cola [email protected]

14 afaqs! Reporter, November 1-15, 2012 SATYAMEV JAYATE

LOKMAT SAKAL DIVYA MARATHI 15.76 Lakh 7.69 Lakh 2.17 Lakh

AURANGABAD EDITION

The IRS 2012 Q2 results once again reaffirm that Lokmat's continuing leadership is thanks to its loyal readership and not due to tricks of the trade. Lokmat, the No. 1 Marathi Daily in Aurangabad and in Maharashtra.

Source: IRS 2012 Q2/AIR/Aurangabad Edion 1(:6$'9(57,6,1* TATA MOTORS Bridging Distances Tata Motors, in a new TVC, positions the brand as one that bridges distances, both literally and figuratively, and as one that is technologically advanced. By Ashwini Gangal

ata Motors has launched a new part- drivers and fleet owners, Tata Motors is talking product categories, as some experts term them. emotional-part-functional ad campaign for to pretty much everyone through this campaign. Priti Nair, co-founder, Curry-Nation, finds the Tits range of commercial vehicles (trucks “The brand is making a very public case about creative execution just average and inconsistent and buses) that conveys the company’s philosophy what it has achieved through its vehicles. It’s across the three films. “It is just too cut and dried,” of staying ahead of people’s needs and developing basically about empathising with the people who she says, “and you just don’t get engaged with any products that live up to expectations and exceed spend 18 hours of their day on the road - the kind story or person. I didn’t even catch the insight; I them. The tagline used is Ek Kadam Aagey. of people for whom the highway becomes home,” thought it was all about doing things for the people As of now, three films are being aired on TV. he explains. you care about. The content is way too ‘me-too’.” The VO (voice over) in the ads is by actor-director While the ‘service’ film leans more towards Regarding the inconsistency, she explains, “The Farhan Akhtar. The team claims he was selected ‘dhaaba’ film at least carries ‘the ones you can for the job as he reflects the spirit of a young, depend on’ or ‘the ones you care for’ story a little innovative India. better than the other films. The other two ads Nilesh Vaidya, executive creative director, go into some corporate ‘AV-ish’ mode - (audio- Rediffusion-Y&R, the agency that has crafted visual, presentation-like mode) - suddenly, both this campaign, tells afaqs! Reporter that the visually and emotionally.” larger thought behind this campaign is that of All said and done, the commercial vehicles bridging distances - be it geographical distances, category has, traditionally, been deemed as one distances between one’s home and the road or that is limiting in terms of the kind of creative those between one’s dreams and reality. ideas one can come up with. “It is challenging Besides conveying the brand’s achievements but that’s the job of advertising agencies and so far and highlighting how Tata Motors has marketers - to communicate it in a more engaging contributed towards nation building, the other FOTOCORP manner, to push to get it at least above average, if objective of this effort is to communicate the fact “It’s basically about empathising a breakthrough is not manageable. I believe you that Tata Motors is high-tech and ahead of the can at least do likeable stories, stories that are times in terms of its technology. with the people who spend 18 more involving rather than just chest thumping,” Thus, the campaign, though hinged on hours of their day on the road - Nair critiques. emotions, “has a very functional pay off” Vaidya the kind of people for whom the About the TG, Satbir Singh, managing partner avers, the technology that ultimately helps bridge and chief creative officer, Havas Worldwide, says, the aforementioned gaps and distances. highway becomes home.” with empathy, “I guess we must understand the At first glance, the films seem neither B2C nor NILESH VAIDYA category first. The commercial vehicles category B2B; rather, they seem to fall in the grey zone is different from, say, mobile telephony or the between the two, if any such area exist. Going by youth-oriented messaging. Much of this will have the look and feel of the campaign, it appears to the B2B side of the TG, the other two, the added task of tackling B2B issues and speaking be a cross between any other consumer campaign namely, ‘infrastructure’ and ‘master’, address to fleet owners.” targeted at consumers in general and a typical everyone in general. He goes on, “Whenever communication corporate; and a brochure-like campaign targeted at TV is the lead medium for this campaign; there has a corporate angle, it unfortunately a select trade audience. So, will be support from print and outdoor but at a goes into the ‘dreams’ area. Hopefully, which one is it? much smaller scale. one day, corporates will look beyond the Addressing the issue concepts of ‘dreams’, ‘tomorrow’, ‘trust’ of the TG (target group) DOES THE CAMPAIGN WORK? and the like.” of this campaign, Vaidya ome find the insight confusing. Others Just like the campaign, the use of Farhan explains that while the Sempathise with the challenges creative folk Akhtar for the voiceover has also garnered mixed core TG comprises truck face when ideating for such creatively restrictive responses. While it makes Nair frown, Singh expresses how much he loved it. “I’ve seen Initially, the films seem to fall in the zone it get a fair amount of traction on Twitter,” he points out. „ between B2B and B2C. [email protected]

16 afaqs! Reporter, November 1-15, 2012 THE TRUTH. IT IS A COLLECTION OF ALL THE FACTS.

KNOWN FACT: LOKMAT RETAINS ITS NO. 1 POSITION

MAHARASHTRA 73.58 Lakh The IRS 2012 Q2 results once again place Lokmat at the No. 1

AURANGABAD 15.76 Lakh position among Marathi dailies in Maharashtra and in most of its NAGPUR 8.85 Lakh

PUNE (PCMC + GRAMIN) 8.41 Lakh districts. In fact, Lokmat has gone a step further by challenging the NASHIK 4.61 Lakh current No. 1 Marathi dailies in Pune, Mumbai and Kolhapur. Now, JALGAON 4.43 Lakh

AHMEDNAGAR 3.50 Lakh that's a fact that has the power to change the future - Truly. SOLAPUR 3.35 Lakh

AKOLA 3.00 Lakh NEW FACT: LOKMAT MOVES UP TO NO. 2 & CHALLENGES THE REIGNING NO. 1

PUNE 15.68 Lakh

MUMBAI CITY 5.91 Lakh

KOLHAPUR 5.69 Lakh

Source: IRS 2012 Q2/AIR/Maharashtra. Edion-wise readership figures. 1(:6$'9(57,6,1* MOTHER DAIRY Maternal Instincts Returning to television screens after a gap of five years, in its new campaign, the dairy brand pays tribute to all mothers and highlights the pivotal role mothers play in the lives of their children through the new positioning, ‘Maa jaisa koi nahi’. By Anushree Bhattacharyya

n 2007, Mother Dairy’s campaign urged all children to drink milk everyday through the Imessage, which said, ‘The country needs you to grow faster’. Returning to television screens after a gap of five years, the dairy brand, in its new campaign, pays tribute to all mothers and draws attention to the pivotal role mothers play in the lives of their children. Through the new positioning, ‘Maa jaisa koi nahi’, the dairy brand emphasises how children take their mother’s love for granted. The brand reminds children of what mothers go through just to keep them happy, without ever expecting anything in return. It reiterates that the least the children can do in return is to drink a glass of milk today, so that tomorrow when they grow up they “The idea her children, and the answer was simple - by can take care of their mothers. stemmed from a drinking a glass of milk every day, so that we can Conceptualised by Ogilvy, the television take care of her after we grow up.” commercial shows a young man returning from simple thought Additionally, print and digital campaigns have college to his home in Kolkata. He calls his of how we could been launched by the brand. mother from the station to tell her that a few of his thank the mother friends are also coming. To the mother’s surprise, for her selfless FRESH STEPS the few turns to 12-15 people, who apparently dvertising professionals feel that while the drawn by her great cooking, end up at the table dedication Aconcept is good, in terms of execution, the sharing the meal. The TVC ends with a voiceover and love.” TVC fails to surprise the consumers. that says, “Only a mother is fine with all this. So, AJAY GAHLAUT Arun Sharma, vice-president, strategic we should drink a glass of milk, every day, and stay SUSHIL KUMAR planning, Contract Advertising, remarks, “What healthy to take care of her when we are grown up.” I like is the sharp targeting of college going Amitava Mukherjee, business head, milk “Since we are youth, the age where drinking milk is often division, Mother Dairy, says, “Milk is a core present outside compromised and de-prioritised. That’s, actually, consumption category consumed by all population where strategy stops in this TVC. From Mother and income strata. It arrives in a consumer’s Delhi as well, Dairy, I, personally, would expect an ad to beat household each morning. Milk also helps create we wanted to ‘Doodh doodh. Piyo glass full doodh’. The story the strong bond between the mother and the child. take this thought of Mother Dairy through a ‘mother’s’ emotion All of us can fondly recall how our mums would is expected but one desired a bit more on the chase us with a glass of milk in the morning, while across India via storytelling here. What I, definitely, miss in this ad waiting for the school bus. The new positioning is the TVC.” is, ‘Why is this a milk ad?’ It could have been any a tribute to motherhood.” AMITAVA MUKHERJEE instant food ad (sudden arrival of many guests). Somewhere this answer is not integrated and has got relegated to one closing line, which though a form of a TVC and encourage drinking Mother very good line, which is trying to explain it.” Dairy milk, which has won the trust of millions of “The commercial leaves me with a feeling mothers since ages,” adds Mukherjee. of ‘I’ve seen this somewhere before’. Besides, I Abhijit Avasthi, national creative director, don’t know if it’s just me and Ma films that don’t Ogilvy India was also involved with the campaign, mix well on the freshness scale or that the milk apart from the Delhi team of the agency. connect was a bit incidental in the end, despite the Ajay Gahlaut, group creative director, Ogilvy amazing voiceover. Curiously, when I first saw the India, explains, “While we won the business two- young son calling mom, I thought he was playing three years back, we finalised the new positioning a cunning prank on her. But that’s just the casting after a lot of debate, discussions and talks together. or my overactive imagination, I guess. I’m sure Milk plays a very important role while a child the original intentions were to make a commercial Sharma and Variyava: no surprise factor is growing up and it is only that will touch a chord in us and make a mother who takes us think of how we should be good “At Mother Dairy, we wanted to celebrate the care of all the needs and strong, to take care of our mums bond of a mother and a child. The new positioning of her child. The one day. But in the final execution, it encourages consumers to consume milk so that idea stemmed from a just came across as another mother-son we can take care of our moms exactly the way simple thought of how ad with no high point to hold on to,” they took care of us during our growing years. we could thank the says Ferzad Variyava, executive creative Since we are now present outside Delhi, as well, mother for her selfless director, Publicis Ambience. „ we wanted to take this thought across India in the dedication and love to [email protected]

18 afaqs! Reporter, November 1-15, 2012

1(:6$'9(57,6,1* NIKE The True Blue Track The insight was that at any point in time, the journeys of the current cricket world champions run parallel to the journeys of millions of cricket crazy youth across the country. By Anushree Bhattacharyya

or a nation, which is known pursuing the same dream. Bleeding to eat, drink and sleep blue, every moment of the journey,” Fcricket, Nike managed to adds Kumar. hit the right chord in 2010, with According to Kumar, while the the launch of its first ‘Bleed Blue’ T20 World Cup might be over for campaign. The sports brand returns the Indian team, cricket goes on. with the second instalment of the concept, stressing on the bond the DRIVING PASSION game has created between today’s ajeev Raja, creative consultant, youth and the sportspersons, RDDB Mudra, opines that the both chasing the same dream. TVC has been successful when The campaign is based on the it comes to depicting the passion insight that, at any point in time, on any given day, vocal percussion sound track was everyone has for the game of cricket, the journeys of the current world champions (the created using different voices such whether it is a youngster playing gulli Indian cricket team) run parallel to the journeys of as war cries, chants, grunts, beats, cricket or at a stadium next to his millions of cricket crazy youth, across the country. heartbeats, deep notes, crazy cheers, complex or Indian athletes. Conceptualised by JWT’s Bengaluru office, jeers, echoes and encores. “Interesting editing techniques under the initiative ‘Bleed Blue’, the television Avinash Pant, marketing director, have been used to weave all the stories commercial (TVC) captures the everyday journey Nike India, says, “Nike’s ‘Parallel together and show them as one big of cricket fans and that of the Indian cricket team. journeys’ captures the journey to story. The background sound track The stories run parallel to each other, beginning perfection in the sport, clearly demon- is also very interesting as different with the rising sun. Both the players and the strating the passion and hunger of a voices have been used to build the youth wake, run, live, breathe, train at the gyms new breed that will stop at nothing. momentum. However, in terms of and the akhadas, test endurance at the nets, hit the In the true spirit of ‘Just do it’, a uniqueness of the idea, it does not deck harder, run faster and chase the same goals new generation of millions of young make me say ‘wow’,” adds Raja. every day. The film ends with the intensity of the athletes can believe that one day they Shiveshwar Raj Singh, group journey before the big game begins. will be the voice of the nation.” creative director, Draftfcb Ulka, says, The TVC was shot through the entire month of Senthil Kumar, writer and national “Looking at the Nike commercial, August, with many parallel camera crews capturing creative director, JWT India, one expects to see boundaries being hundreds of parallel journeys of real cricket playing explains, “The journey of seeing this pushed, status quo being challenged, youth and all the team India athletes from the film from idea to script to the epic and adrenalin being pumped. ‘Parallel moment they wake up through every moment of production across hundreds of journeys’, to some extent, succeeds their daily rituals of training, until the ultimate authentic locations across India, has in this effort. It’s got exotic locales, moment before the game been the most challenging one yet. But good casting, great camerawork and across various playgrounds. the pursuit of greatness kept the energy tight editing. The story of India’s The film crew travelled levels at an all-time high. This is an big beautiful game being played across Kashmir, Ladakh, authentic commentary on the parallel Pant (top) and Kumar with equal intensity in every gulli Jodhpur, Delhi, Indore, journeys of India’s bloodline, which is or ground is clear. What’s missing Bhopal, Mumbai, Kolkata, not just 15 players on the bench but a billion strong.” is the spontaneous soul that the bus roof cricket Chennai, Pondicherry and “The execution celebrates the common thread commercial had. That’s why I’ll always remember several other locations. between these parallel journeys. And when the the earlier commercial and maybe forget this one Interestingly, for the parallel lines blur across the country, like they the moment the campaign ends.” „ TVC, the original Nike do on a daily basis, we realise that everyone is [email protected] Dalai Lama - HT Leadership Summit 2010

Ten years of Leadership Summit. Ten years of inspiring change.

This year, the 10th edition will explore

WHAT’S NEXT? NOVEMBER 16-17, 2012

Associate Sponsor Summit Partners Media Partners 1(:63(23/( '(),1,1*020(176

BRIAN ALMEIDA, GROUP MANAGING DIRECTOR in 1997-98. Some of the accounts I worked close- ly with were British Airways (Executive Club), DIREXIONS GLOBAL SOLUTIONS Jet Airways (Jet Privilege Program), Taj (Inner Circle), Shoppers Stop (First Citizens Club) and Bharat Petroleum (PetroBonus). We created some of the most successful loyalty programs this country has seen and transformed the company as a leader in the direct marketing/ loyalty pro- grams category.

LOW PHASE efining Moments are not always about the Dpositives. I faced two ‘losing moments’ thereafter. In 2004-05, Vivek and I parted ways with the other two original partners of DIREM, who’d founded the company in 1989. This parting of ways taught me that friendship was DIRECT friendship and business was business. It’s impor- tant to balance the two and not let one cloud your judgment of the other. Then, I lost Vivek to cancer in May 2005. He DIALOGUE was like an elder brother to me. It helped me realise that the most important thing is to keep the office going. The people working for you earn their livelihood because of what you do. FOTOCORP Every businessperson has a commitment to his/ her employees. Also, this drove us to make the business even more suc- irect Marketing expert Brian Almeida is a nicate with Barbie via letters. Every business cessful. That’s when we marathoner who believes good health is some- These customers would write repositioned and rebranded Dthing he owes to his employees. The group to Barbie and receive letters in person has a ourselves and proved to the managing director, Direxions Global Solutions, speaks return. I thought, “What a fun market that we’re stronger. about the defining moments of his career… thing to do!” Every youngster commitment When we rebranded, we did was tal to work for big com- so as three specialist organisa- CHANCE ENCOUNTERS panies then, and here, these to his/her tions – Direxions, Cartesian fter graduating from St. Xavier’s College guys were doing this! I didn’t Consulting and RedBox AMumbai in 1987 (Bachelor in Mathematics want to join a large company. employees. Rewards. These two low and Statistics), I began pursuing a part-time I wanted to join a small one moments taught me a lot and MBA in Marketing from JBIMS. I was simulta- and make it big and I joined DIREM in 1992. made me a stronger person. neously working at Pertech Computers. There I I joined DIREM also because I wanted to be met Vivek Basrur, founder of DIREM Marketing involved in the after-sales space. What got my GOING GLOBAL Services (now Direxions). He was my client. It goat was that in India, every time one bought ur aspirations got bigger after the rebrand- was my first defining moment. I would service something and it went wrong, there was a litany Oing. The objective then was to make the his computer and often chat with him. He gave of things do to get it serviced. We just didn’t brand global. We participated in the Direct me a great book to read at the time – Successful have that customer service culture. At Pertech Marketing Fair in San Francisco and Chicago. Direct Marketing Methods by Bob Stone and Ron Computers too, I took up sales customer service. We won international assignments and that gave Jacobs. Vivek moulded my career path. us the confidence. Recently, we divested stake to I remember asking him what he did with his EMPLOYEE TO PARTNER Canadian company LoyaltyOne and became an computer. He told me about their Barbie Friends he second defining moment was when I was international partner to them. „ Club – a system where little girls could commu- Tasked to step on board as partner of DIREM As told to Ashwini Gangal Benazir Bhutto - HT Leadership Summit 2003

Ten years of Leadership Summit. Ten years of inspiring change.

This year, the 10th edition will explore

WHAT’S NEXT? NOVEMBER 16-17, 2012

Associate Sponsor Summit Partners Media Partners 1(:6',*,7$/ LINKEDIN Simplification Agenda The user profiles have been relooked completely to offer simpler user experience. News Bureau

oon after redesigning it section on company pages, professional Snetworking site LinkedIn has announced yet another significant revamp unveiling a fresh look to its user profile pages. In the recent past, experience. Users now have at their LinkedIn has redesigned and offered disposal tools such as inline editing newer experiences to users as the that makes creating a complete, up-to- third-largest social network to keep date profile much easier than before. up with Facebook and Twitter. The users can update their skills LinkedIn has overhauled its com- and get them endorsed by people in pany pages, mobile features, and their network. added engaging features, among “Our new visual design helps you other initiatives, to keep LinkedIn make a powerful first impression and relevant and contemporary in the showcase your skills and accomplish- dynamic social media world. ments,” says Bronzan. On the company’s blog, Aaron With richer and visual insights Bronzan, product manager, LinkedIn, on people and companies in users’ says, “We’re excited to share that networks on the redesigned profiles, we’ve just launched the next gen- discovery of people outside net- eration LinkedIn Profile, making it works becomes simpler, facilitating easier for our 175 million members better connections. to tell their professional stories, be Now, users can also quickly check found for opportunities, and build the activities of the people in their relationships through meaning- networks and engage with them. ful interactions. Over the next few Recent activity is now on the top of months, all LinkedIn members will the profile, allowing users to keep start to see their profiles in the new up-to-date with what the members look and feel.” New design offers LinkedIn users a more in their network have been sharing The new design offers LinkedIn and doing. „ users a more visual and engaging visual and engaging experience. [email protected]

INDIATIMES.COM Yet Another Avatar The latest version of the portal promises better content and more opportunities for advertisers. News Bureau

opular portal Indiatimes.com, place tracking content consumption part of The Times Group, trends, user interface performance Phas announced the roll out of and audience preferences over a its latest version. In its new avatar, period of time. the website promises to offer users The home page, in particular, larger and relevant variety of con- has been designed to optimise the tent with enhanced user experience. time a user spends to get a quick With a focus on key content overall perspective on the latest hap- genres that users have been coming penings. Introduction of additional officer, Times Internet says in a back for, the website will offer more categories in the space of interactiv- User interface press statement, “The improved original content. The content strat- ity and casual ‘time-pass’ genres are promises better Indiatimes.com is designed to egy is a mix of both original feature planned over the next two months. deliver more relevant entertain- stories as well as a curation of the From the advertising perspec- content discovery. ing and informative content via an best from the Times Network. tive, beginning the festive season, enhanced user experience. With The new user interface also Indiatimes.com will offer more for- higher CTRs. Additionally, more this, we are confident of engaging promises better content discov- mats on the website. A ‘dynamic ad innovation formats will be rolled and growing our audiences more ery and readability. Powered by spot’ or a moving ad spot is being out that offer higher engagement effectively, while generating good data-driven insights, the product introduced, which aims to avoid and a better product window. ROI for our advertising partners.” „ enhancement process was put in blind spot tendencies and deliver Satyan Gajwani, chief executive [email protected]

26 afaqs! Reporter, November 1-15, 2012 Shah Rukh Khan - HT Leadership Summit 2007

Ten years of Leadership Summit. Ten years of inspiring change.

This year, the 10th edition will explore

WHAT’S NEXT? NOVEMBER 16-17, 2012

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

MYNTRA.COM PLATINUM GUILD INTERNATIONAL EBAY Extending on its theme, ‘Real Life Mein Aisa Hota Hai Kya’, Staying with celebrating the day a married couple discover The new campaign portrays savvy consumers realising they Myntra has brought out a new campaign for TV and that they are truly meant for each other, the new TVC tells can shop smartly on eBay with an assurance of 100 per digital media. the story through a couple’s first ‘separation’. cent satisfaction, else a refund or a replacement, promising ‘Want it. Get it.’ Creative Agency: Taproot India Creative Agency: Law & Kenneth Creative Directors: Agnello Dias and Santosh Padhi Creative Agency: Metal Communications Creative Team: Rahul Nangia, Pritam Shettigar and Production House: Tubelight Films Chief Creative Officer: Narayan Kumar Jonathan Dias Producer: Radhika Sawhney Production House: Footcandles Production House: Story Tellers Director: Prashant Issar Director: Vinil Mathews Director: Arun Gopalan PRINT FLIPKART This campaign extends the ‘kids as adults’ concept on the last two occasions.

THE TIMES OF INDIA QUAKER OATS The ad celebrates Dusherra and portrays Times of India as The print ad for Quaker Oats, describes both the taste and a mouth piece for people that helps kill evil. The imagery the benefit of this food brand. denotes the 10 images of malevolence through heads of Ravana. Agency: Happy Creative Services Executive Creative Director: Kartik Iyer Creative Agency: BBDO India Creative Agency: Umbrella Design Chief Creative Officer: Praveen Das Chief Creative Officer: Josy Paul OOH DIGITAL

TATA MOTORS SAHARA FORCE INDIA ROYAL ENFIELD THUNDERBIRD In order to promote its new SUV, TATA Safari Storme, One of the teams participating in the Formula One Indian With the launch of the latest motorcycle from the Royal the company has released an out of home campaign Grand Prix brought out an OOH campaign in order to Enfield family - Thunderbird, the microsite created for across various cities. The hoardings show the vehicle in increase its fanbase. The creatives show the members of the vehicle brings the user closer to the bike with the the middle of rocks and the message says, ‘The Beast. the team, along with the cars. opportunity to minutely experience every feature of the Redefined.’ Thunderbird.

Agency: Percept OOH Agency: Times OOH Exposure: Delhi, UP, HP, Haryana, J&K and Punjab Exposure: Delhi-NCR Agency: 22feet

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

28 afaqs! Reporter, November 1-15, 2012 ESPN-CRICINFO/AFFLE Partnering for the Good Customised ads will enable advertisers to tap into the cricket website’s mobile app users. News Bureau

ricket website ESPNcricinfo has tied up with Affle, a Cvideo and rich media company, to roll out rich media advertising in India for the site’s mobile application. Affle’s recently launched rich media ad network ‘Ripple’ will power rich media advertisements on the cricket website and mobile for advertisers who want to tap into ESPNcricinfo’s vast user network. It will also create tailor-made digi- tal media solutions for brands. Rich media ads are more inter- active and engaging in nature, enabling interaction at the scroll of a mouse. Anuj Kumar, co-founder and CEO, Affle, says that while Affle will handle the sales and tech- nology platforms for advertisers, the revenue will be shared between so I am very confident that together, ESPNcricinfo and Affle. we will deliver outstanding oppor- Kumar says, “In a short span, our tunities for brands.” rich media ad platform ‘Ripple’ has Ramesh Kumar, head, received overwhelming acceptance ESPNcricinfo and digital media, from top publishers and advertisers India, says, “Through our popular mobile site as well as applications The cricket website on phones and tablets, ESPN already connects with cricket fans claims a monthly on the move more than any other user base of more digital brand. Working with Affle, we’ll add to that by creating new, than 20 million. meaningful and premium ways for brands to connect with those fans, due to the significant technology alongside ESPNcricinfo’s industry- innovations we have built. This leading cricket content.” collaboration with ESPNcricinfo is The cricket website, which not very special for us as it helps us only has a presence in online media “Both Affle and ESPN deliver engaging ad experiences to but also on mobile and handheld have built dynamic passionate cricket fans who throng devices, claims a user base of more ESPNcricinfo daily to engage with than 20 million on a monthly basis. and successful solu- its hugely popular and relevant con- A few weeks ago, Affle had tions around cricket.” tent. Both Affle and ESPN have announced a similar collaboration ANUJ KUMAR a history of building dynamic and with Yahoo! „ successful solutions around cricket, [email protected]

Stories featured on this page highlight innovative marketing techniques using various media vehicles like print, digital and out-of-home. TAILOR-MADE The best way to customise is to be dedicated. Agencies have taken this concept to a new level, setting up exclusive divisions to look after clients. By Shibani Gharat

he 90-employee strong Commonwealth office in Mumbai smells of fresh paint underlining its newness. The people working there have one account to deal Twith - Chevrolet. In another part of Mumbai, the team of the recently launched Red Fuse is waiting to move out of its old office to a spanking new one. This one will work solely for Colgate-Palmolive. Red Fuse and Commonwealth are the newest names in an increasing trend, where agencies collaborate, to set up dedicated centres to give their best to their client. And it does not matter if the holding companies are not from the same stable. Commonwealth, for instance, is the result of a 50:50 joint venture between San Francisco-based Goodby, Silverstein & Partners, an Omnicom Group company, and New York-based McCann Erickson Worldwide, an Interpublic Group

“In the old days, there was something similar called ‘integration or integrated marketing communication’.”

RANJAN KAPUR, GOGOL BATES INDIA

company, to service the $2billion Chevrolet Mindshare and Wunderman under one roof, next different types of client arrangements through account. Goodby was Chevrolet’s lead agency door to Ford Marketing, in Gurgaon. This model subsidiaries are doing business as usual but in a in the US, while McCann Erickson was lead in followed that of Team Detroit’s in the US, Blue distinctive manner. The services are the same - China, India and Latin America. Mumbai was Hive’s in Europe and GTF’s in Shanghai, all WPP- advertising, media planning and buying, digital, chosen as one of the hubs for the new agency. created consortiums dedicated to serve Ford. GTF social media, promotional marketing, public WPP’s Red Fuse merged account teams at in India is over 100-people strong, with a co-team relations, and such other expertise - but, through Y&R, Wunderman, VML, MEC and GHG. The of 75 in Gurgaon and 30 representatives at Ford a single window. move came after a three-decade-long relationship Dealership Data Hubs spread across the country. Sir Martin Sorrell, CEO, WPP Group, claims in the case of creative network Y&R and media Communications conglomerate - WPP is a that the agency has been client-driven from the agency MEC, and a 15-year relationship in the pioneer of this concept - that runs hundreds of beginning. He tells afaqs! Reporter, “The team case of digital shop VML. Red Fuse will merge the model was set up in response to, and continues to existing Colgate account teams in six cities - Hong evolve based on, the clear needs of certain clients, Kong, Mumbai, Prague, Kansas City, New York who said to us: ‘we want something different.’” and Paris - at agencies working on its accounts. “Unless there is According to Sorrell, eight years on, the Team Is this trend here to stay? Will brands and something seriously approach has a proven track record. “We now have agencies want to be tied together like this, wrong with the more than 30 client teams in place. These teams indefinitely? With India being marked out as a parenting, you align to WPP’s top clients, which comprise 30 hub in the scheme of such marriages, the answers cannot change per cent of WPP’s revenues.” That doesn’t exactly could be interesting. the custody of make the dedicated team a new phenomenon.

THERE IS PRECEDENT the child.” OLD HAT? PRASOON JOSHI, n 2010, Ford India shifted its headquarters from o, it doesn’t”, says Ranjan Kapur, chairman, ERICKSON IChennai to Gurgaon. Concurrently, WPP set- MCCANN NBates India and country head, WPP India. “In up Global Team Ford (GTF) comprising JWT, FOTOCORP the old days, there was, what we called, ‘integration

30 afaqs! Reporter, November 1-15, 2012 &29(56725< or integrated marketing communication’. A bunch “WPP now gets a truly integrated marketing approach. “Given our of people would do PR, outdoors and so on,” he adds. unsolicited success, WPP now gets unsolicited enquiries from In the ’90s came orchestration, which was a potential clients, who are interested to learn more famous Ogilvy creation. “It was trying to sell enquiries from about the Team approach,” says Sorrell. other services on the back of one service. If potential clients Anurag Mehrotra, vice president, marketing, you are good in advertising, add PR as well. who are interested Ford India, describes it as ‘train’ philosophy. They were orchestrating a complete marketing to learn more “They move together and business understanding communication - the genesis of what is happening about the Team is paramount.” Mehrotra chalks out the difference today,” explains Kapur. approach.” between working with three different agencies According to Kapur, though the inspiration for MARTIN SORRELL, and working with a team that is ‘stuck at the hip’. today’s agencies may have come from there, the WPP GROUP He points out that earlier, a creative idea started trend being witnessed now is not the same. Today, with TV. But now, a creative idea can start with it is more of a horses-for-courses policy, he points activation. For instance, a month after launching out. Others feel that just having a separate team Ajay Kakar, chief marketing officer (financial Fiesta, Ford India unveiled an innovative with a new name doesn’t make a difference. “If services), Aditya Birla Group, feels there is a need campaign that focused on people’s experiences. you have a slightly different approach and your to have size and the pedigree to demand such a The campaign, The Fiesta Experience, featured ideas and strategies are tailor-made for the client, formation. “You can’t have a `5 crore account four young individuals and their experiences, then it makes a difference,” says CVL Srinivas, in India and expect that the agency group will while driving the all-new Fiesta across a 10-day, CEO, South Asia, GroupM. create a separate agency unit for you.” Prasoon 1,310 km drive from Delhi to Diu. The campaign Joshi, executive chairman and CEO, McCann started with activation and social media interaction INDIAN-NESS Worldgroup India and president, South Asia, and ended with TVC, print and other above-the- t is interesting to note that in the past couple of attributes the focus to the command of English as line (ATL) activities. Iyears, India has witnessed many dedicated set- a language and its multicultural nature. Joshi likens the new approach to bringing up ups, either planned - or conceived - in the country. Consumers, today, pick up information from a child. “Unless there is something wrong with According to Nakul Chopra, CEO, South Asia, the web, blogs, press speculations about imminent the parenting, you cannot change the custody of Publicis, “This is because of the importance that product launches and word of mouth. They the child,” he says. It also saves money. Before the Indian market has gained. Also, in the past, no form opinions about existing brands by involving Commonwealth was set up, there were 72 client in India was that big.” Such moves are also themselves in conversations on social media. They agencies servicing Chevy from 72 offices. Now dictated by the strategy a client adopts. use search engines for features, comparisons or it is one agency and just four hubs. Chopra of It was only when Ford unleashed its small pricing. They follow specialist bloggers, ask friends Publicis believes, the creation of a dedicated unit car, Figo, for the first time in India that it started and acquaintances for feedback over Facebook. can happen only if there is scale to the client’s playing the big game. Between 1995 and 2011, In short, “They are kept updated digitally on business. “If not, it is difficult to manage a the company did not have a small car in India. the countdown of launches,” says Hari Krishnan dedicated unit”. However, some others believe That was also when it moved from Chennai to of GTF, adding that advertising plays a key role that it is not good to uproot people. Delhi. “If you have to play in India, you have at the launch stage and retail conversions. That’s to play the small car game. Being in Gurgaon where a collective of specialists scores. Is that why TEAM SPIRIT or Delhi, gave them the right neighborhood, be clients too, look for such teams? team in a regular agency generally tends it marketing, media or their own distribution,” A to draw a lot from the mixed creative states Hari Krishnan, senior VP and head, WPP EFFICIENCY GTF, mentioning how teams for every aspect of ccording to Sorrell, clients seek out the Team communication scattered around Chennai were Aapproach for several reasons. This includes “If you have a brought together to set up a dedicated agency in having a single point of contact, access to the slightly different Gurgaon. “Co-location and co-creation was the widest possible array of talent across companies, approach and your agenda when we were forming GTF,” he says. and the ability to coordinate all the disciplines into ideas and strategies are tailor-made TRACING THE ORIGINS for the client, then it makes a he ‘dedicated service model’ in the communications business difference.” Tstarted with the media buying industry. In the early 2000s, Lintas CVL SRINIVAS, Media Group had created Interactions as a dedicated multi-city GROUPM

agency for ITC. When the latter moved to Madison, the agency came SUSHIL KUMAR up with Crest for ITC. Lynn De Souza, chairman & CEO, Lintas Media Group recalls how the initial trigger for setting up a dedicated agency was to manage environment. To pull out a bunch of people is not conflicting businesses. According to Abdul Khan, advisor to the the right way to move forward, for the brand or chairman, Reliance Industries, the reason for creating a room for the agency,” says a professional from a top-ranked conflicting business emerged because there were very few large agency. According to him, the biggest enemy of FOTOCORP FOTOCORP media agencies available. Creative agencies, on the other hand, Lynn De Souza Abdul Khan strategic thinking is boredom. “In an agency, if a were aplenty. There are other examples too. team-lead is not getting ideas from the auto team, Fulcrum of Mindshare is exclusive to Unilever and probably one of the oldest examples of a dedicated agency he can easily get them from the FMCG team.” set up that can be given. Set up in 1995, it was known as HTA Fulcrum and later Mindshare Fulcrum. A four- R Gowthaman, CEO for South and South East planner agency, Fulcrum’s team now stands at 120 and it has become a fully integrated, one-stop shop offering Asia, Mindshare, who was also a part of the team services across analytics, ideas and execution across all forms of channels including branded entertainment and that founded Fulcrum, confesses how often talent consumer activation. finds itself getting monotonous with an almost ‘‘Fulcrum was set up as a dedicated unit to service all stakeholders in Unilever with an express objective predictable set of challenges. But bigger than the that we should be able to invest (and therefore ring-fence) in talent, systems and products dedicated to Unilever challenge of boredom, is that of the meeting of without any distractions. The main objective is focus, identity, pride and purpose,’’ says Gowthaman. minds. “In such a set up, people come in from Gradually the dedicated media agency model evolved into a holding company solution for cross country various organisations with different work cultures accounts requiring a mix of services from several agencies in that company that are knitted together for seamless and then it becomes difficult to blend them solutions. ‘‘Such offers provide simplified coordination, supervision, and communication for the client as well as into one organisation,” says Subhash Kamath, the agencies who come together to provide talent to the dedicated unit,’’ explains De Souza. Creative agencies found it a good model to emulate. FRQWLQXHGRQSDJH>>

afaqs! Reporter, November 1-15, 2012 31 1(:60(',$ TAM Business as Usual? Will the nine-week gap in TAM data affect the buying pattern of the advertisers? Or, will everything go on as smoothly as ever, based on the last represented data? By Raushni Bhagia

he Indian Broadcasting Federation (IBF), brand, on condition of anonymity, says, “The fes- Advertising Agencies Association of India tive season and the absence of TAM data is a bad T(AAAI) and Indian Society of Advertisers combination. Though all the big advertisers have (ISA), in consensus with TAM, have announced their internal analysis and research units, they can that the television viewership measurement firm never be used as a substitute for the TAM data. The will not release any data during Week 41 to Week dependence on gutfeel and intuition will increase 49. With TAM being the only currency available while spending on TV during this period.” for the measurement of television viewership, the However, the official is of the opinion that the diversion of budgets to other media platforms will be the last resort for an advertiser. Many believe WELL-PREPARED that established shows like Sa Re Ga Ma Pa and Bigg Boss, will not be affected at all. However, fresh ith reference to the DAS implementation across India, TAM has confirmed that the WTV viewing data will be temporarily deferred for for a period of nine weeks start- launches, mainly in the non-fiction and reality ing Week 41 (October 7) and ending Week 49 (December 8). This deferred data will be genres, may find it tough to find buyers. released on December 19, along with data for Week 50. Another advertiser from the FMCG sector It may be noted that the research company had started working on the digitisation agrees. The advertiser says, “Viewership patterns in 2007. It was then that TAM had implemented the platform-neutral TVM5 Peoplemeter are much different at the time of festivals. During system and started reporting data in July, 2008. Before that, the research was per- Diwali, the evening prime time viewership is formed on the basis of the analog peoplemeters. considerably low, and in the absence of quick These peoplemeters can adapt to any change, such as the switch-over from analog to assessment, the big ticket single telecast proper- digital. This will eventually help maintain TAM TV viewership data stability for the four metros. ties, like movies or special programmes on GECs,

‘‘Ever since the government announced the digitisation initiative, TAM has been focus- FOTOCORP might not get many spenders.” The industry is also sing on the key steps required to manage the panel transition from analog to digital L V Krishnan worried that digitisation drive will also affect the efficiently. TAM has proactively prepared an industry guide that will be released soon,’’ business on television. says L V Krishnan, CEO, TAM Media Research. Radhakrishnan of Helios Media, says, “During the According to TAM, the industry guide will help the industry to understand the on-going nuances of the con- shifting process from analog to digital in November, sumer shift. TAM will, hence, support the various industry custodians such as advertisers (ISA-Indian Society the spenders may depend more on speculations.” of Advertisers), agencies (AAAI- Advertising Agencies Association of India) and broadcasters (IBF- Indian According to Jain of Vivaki, “the pattern will Broadcasting Federation). Alongside, it will continue to keep a close watch on the on-ground dynamics to adjust change significantly in the metros post digitisa- its course, whenever needed. tion.” Will viewership drop? And will it matter? Krishnan adds, ‘‘This specific request of data deferment by the industry is purely to aid digitisation and Karthik Lakshminarayan, COO, Crest feels we, as the central and neutral media research service provider, are ready to partner in this exercise for the that even if there is a 30 per cent drop in viewer- benefit of the industry.’’ The research firm adds that soon after the government notification on DAS, in May ship, TV will still remain a cost-effective medium 2012, TAM commissioned a special DAS Establishment Survey (DASES) across four metros. These will continue According to Kulkarni of Allied, the regional and through November 2012, even after the DAS deadline. In addition to DASES, TAM will conduct an all India Digital Establishment Survey (DES), spanning both urban (including the four metros) and rural markets in December niche genres will gain in viewership due to digiti- 2012, which will give a confirmation of digital proportions for all India. This will also help TAM to project the data sation, while GEC may decline a little. to the right digital universe on an all India basis on Week 1 of 2013. Kulkarni has some advice for TAM. He says,

buying pattern on the media platform is expected to be affected. Will the nine week gap in TAM data badly hit the buying pattern of the advertisers? Will brands be more conservative while spending on TV? Is the effectiveness for advertisers expected to drop? afaqs! Reporter spoke to a few media planners and advertisers to explore the effect of this development on media buying. Divya Radhakrishnan, managing director, Helios Media says, “There will be no immediate effect as the deals have been sealed till mid-November. But the planning for December and January may get FOTOCORP FOTOCORP (From left) Radhakrishnan, Kulkarni, Jain and Lakshminarayan: differing points of view affected in the absence of data.” Shripad Kulkarni, CEO, Allied Media sec- impact as everything in this business is depend- “Any on-going research gathers a lot of baggage onds this opinion. According to him, advertisers ent on data. Jain opines that in the absence of through technology and methodology ‘faultlines’, and agencies have planned festive campaigns TAM data, spends may shift to other media which show over a period of time. Inertia added to on the basis of the available data. However, platforms. “It might significantly affect the rev- this could make the system unstable. A monopoly due to the absence of weekly monitoring and enues of other media platforms, so much so situation has the potential to do irreparable dam- course correction, many advertisers may show that this change could be tracked,” she says. age! So, if I were in TAM’s shoes, I would be withdrawal symptoms. Even the brandowners agree that most TV plans relieved with the chance to tweak, alter or over- Mona Jain, CEO, Vivaki Exchange is con- will be well thought over before they are finally haul the system as the case may be!” „ vinced that the decision will have a huge sealed. A senior official from a leading automobile [email protected]

32 afaqs! Reporter, November 1-15, 2012

32,1762)9,(: Does Research in Communication Lead to Tunnel Vision? Communication banks on research to add that extra testimonial. Nothing boosts consumer confidence like research-backed insights. But is research becoming a crutch for marketers? By Biprorshee Das

1$5$<$1'(9$1$7+$1 5$+8/-$8+$5, 66:$0,1$7+$1 National Planning Head, Dentsu Marcom National Creative Director, Everest Brand Solutions CEO, Hansa Customer Equity

AS WITH MANY QUESTIONS THAT CONSIDER THIS FROM A RESEARCH IN COMMUNICATION ARE THIS BROAD IN NATURE, THE MARKETER’S PERSPECTIVE. IS NOT A CRUTCH, IT IS ANSWER TO THIS ONE TOO LIES WOULD IT MAKE SENSE BECOMING A NECESSITY. WITH SOMEWHERE IN THE MIDDLE. I FOR A MARKETER TO BE THE PROLIFERATION OF MEDIA, THINK THE WAY THE QUESTION CONTINUOUSLY IN TOUCH MARKETERS FACE CHALLENGES IN is phrased is also interesting. Is research with changing consumer demands, attitudes understanding what kind of messages a crutch? No. Is research “used” as a and beliefs? Of course, any amount of work with consumers in different media crutch? Absolutely. Does that lead to knowledge (not information) will help a for their brands and identifying the ones tunnel vision? Not necessarily. marketer deliver greater value to his ultimate that deliver better ROI. If you had a limp or a weak leg, you’d consumer. With the advent of new media, be foolish or too proud to not use a Consider this from a planner’s perspective. marketing campaigns can be targeted crutch. Similarly, if your brand has a Would it make sense for a planner to be across various media platforms helping “limp”, why wouldn’t you use a crutch, continuously in touch with changing consumer marketers finetune their messages more especially if it can help you redress the demands, attitudes and beliefs? It would. quickly. We are moving into an era of “weakness in your leg”? On the other Now, consider this from an agency’s “agile marketing”. Going forward in hand, if you didn’t have a limp or a weak perspective. The marketer has a business the near term, the traditional form of leg, would you still use a crutch? Not issue. So he turns to the agency. The marketer research for communication will be only would you look foolish, but you’d knows his business issue. The agency can replaced with what I call DOE (Design probably develop the limp you didn’t either go purely by what the marketer says of Experiments). have in the first place. Why would you or understand the consumer, who is the other A whole set of messaging and subject your brand to that? Why would stakeholder in the business issue. All these are experiments of campaigns and messages you develop a dependency you didn’t places where research can hugely help. will be tested and refined continuously. need in the first place? This brings us to what makes research so One leading brand uses DOE to check hated by so many in advertising. As a creative which email pitch is working with person, I love to know more - product insights, children and teachers. A travel company consumer insights or trends. As business tests over 17 factors in 20 different issues become complex, it helps to have campaigns, which includes copy, insights that will enable one to craft a great logos and design. The DOE correlates communication solution. messages and ad sizes to consumer recall and the final purchase.

34 afaqs! Reporter, November 1-15, 2012

1(:60(',$ BROADCASTING Middle Path To bring in parity among the DTH players and MSOs, TDSAT recently passed a judgement striking out three important clauses of the TRAI regulations dated April 30 and May 2, 2012. By Raushni Bhagia

ith each passing day, dig- The negotiations will have to be itisation has induced SET TO CHANGE started from scratch between all the Wnewer discussions in the he NBA announced that broadcasters have agreed to pay reasonable carriage broadcasters and MSOs. However, media industry. Recently, the News Tfees to cable companies, following a meeting with the TRAI chairperson, MSO MSOs are quite positive about the Broadcasters Association (NBA) alliance and IBF (India Broadcasting Federation) representatives. judgement since it doesn’t affect the announced the broadcasters’ nod to Carriage fee is the money that broadcasters have to pay to cable companies for DAS mandate. payment of carriage fees, albeit in the carrying their channel. There has been an ongoing debate on the carriage fees, if at S N Sharma, CEO, Den Networks, range of `0.50-1 per channel per sub- all, that should be paid by the broadcaster, and the fair amount that can be charged says, “On the face of it, the judge- scriber. Soon after that, on October for this service. While placement fee has been specifically prohibited by a TRAI ment is good for DAS. It further 19, Telecom Disputes Settlement notification, concerns have been regularly expressed about the lack of clarity with strengthens the foundation of DAS.” & Appellate Tribunal (TDSAT) regard to carriage fees. He also mentions that due to so passed a judgement that strikes News broadcasters CARRIAGE FEES much of competition in the distribu- have now agreed to The amount of carriage fees paid earlier may drop drastically. out three important clauses of the Existing Deals New Launches / New Deals tion segment with DTH players and TRAI regulations dated April 30 and enter into agreements a few national MSOs, along with the with MSOs (multi- 25 May 2, 2012. 22.3 regional and smaller MSOs, it will system operators) 20.1 19.4 The latest judgement apparently 20 18.3 18.9 not be fair to put a restriction on the 15.2 for an initial period 15 tries to bring equality among the 13.4 14.0 number of channels to be carried. of one year for the 10 9.2

provisions given to the DTH play- &RVW3HU&RQWDFW “It is a positive development that payment of carriage 6.9 5 ers and the Multi-System Operators fees (inclusive of mar- the court has left it to the market (MSOs). As per the judgement, the 0 forces so that we are now free to pro- keting fees, tiering CENTRAL EAST NORTH SOUTH WEST restriction placed on the MSO for fees, packaging fees Source: Chrome Data Analytics & Media, Chrome Dii R2, UHF 550 & Below, Cost Per Contact vide any number of channels, based demanding placement fees are set or fees and charges on the requirement of that region. aside as the same restriction is not under any other nomenclature) in the digitised areas, at a rate of `0.50-`1 Though reasonable, charging place- applicable for the DTH operators. It per set top box subscriber, per channel per year (widely known as cost per customer or ment fees is justified as it will help also states that the placement charges, CPC). This implies about 95 per cent drop in the amount to be paid by the broadcaster. us to provide the channel packs at if any, will depend upon the mutual In its tariff order for April, TRAI (Telecom Regulatory Authority of India) had reasonable rates to the consumers agreement between the broadcasters mentioned that there needs to be mandatory uniform carriage fees paid by the and we can bring out more variety and the MSO, as in the case of the broadcaster to the MSOs. The NBA had opposed the TRAI decision and urged the reg- in these packages, too,” Sharma adds. DTH players. ulatory body and the government to reconsider the proposal and drop it altogether. K Jayaraman, CEO, Hathway, As per the Interconnection Broadcasters have paid large amounts as carriage fees to the MSOs for placement says, “The provision of the number (Digital Addressable Cable Television and carriage of channels, especially during the launch phase of a channel. A study, of channels is completely dependent Systems) Regulation 2012 (No. 9 of called Dii R2, by Chrome Data Analytics brought out the scenario and benchmarked on the supply-demand graph. The 2012), MSOs in digital addressable the carriage fee spends across markets, cites and cable networks in the country. ground reality is that in smaller towns system (DAS) areas cannot ask for The study revealed that for the central part of the country, the average CPC and rural areas, the demand for the carriage fees in case they seek a chan- (cost per contact) for a newly launched channel is `22.3, while for an existing chan- number of channels isn’t so high. I nel. This clause has been set aside as nel, it is `18.3. Also, in the East India market, the average CPC for a new channel feel, we have been given the flexibility is 20.1, and for an existing channel, it is 13.4. Likewise, for the new channels in the same provision is not there for ` ` for the same.” He also informed the North, South and West India, the average CPC is 18.9, 9.2 and 19.4, respec- DTH operators and MSOs in non- ` ` ` that the technology upgradation to tively. For the existing channels, on the other hand, it is `14, `6.9 and `15.2, for CAS areas. However, it is for the North, South and West India, respectively. Dii was based on deals done by broad- increase the number of channels regulator to decide whether similar casters over the last one year. An average of six solo deals per cable network was depends on the set top boxes used by provision which exist in case of non- taken into account and included investments for S-band and UHF (550 and below). the MSO. “Regarding the placement CAS area DTH operators, should fees, the charges and the necessity of also be there for DAS area operators. applying the charges have been left Lastly, the direction that the MSOs to the market forces. Now, whether must set up head-ends having carry- these translate into earnings is to be ing capacity of 500 channels has also seen,” Jayaraman avers. been set aside. If the market forces Anuj Gandhi, group CEO, play an important and significant role IndiaCast, says, “Earlier, when in the matter of carrying capacity bandwidth was a challenge for the of the MSO, the same may not be distribution platforms, carriage fees required to be regulated. However, if and the placement fees played a very the regulator deems fit, it may declare important role. However, now the the minimum capacity (of number of capacity is not an issue. It is jus- channels) for MSOs based on differ- tified that the two charges should ent categories of area, city or towns be applied, though lower than the (From left) Sharma, Jayaraman and Gandhi: judgement is positive about DAS or rural areas in which it will operate. amount paid earlier. Also, I feel some Two other important clauses of the regula- (LCO), where the LCO had a 35 per cent share. demand-supply problem will arise, considering tion were also challenged, but were upheld by the afaqs! Reporter tried to explore how the that there is no capacity problem if say 300 chan- court. One of these was the compulsion of car- industry is reacting to the new judgement. Many nels are carried, the carriage fee may increase, rying a minimum of 100 free-to-air channels by of the media representatives, both MSOs and while for carrying 500 channels, the fee would be each MSO and the other was of the sharing pattern broadcasters, agreed that the NBA’s announce- less for each of the channels. „ between the MSO and the local cable operator ment of the range of carriage fees will not hold. [email protected]

36 afaqs! Reporter, November 1-15, 2012

352),/( _1(:6 MALLIKARJUN DAS I CEO I SMG INDIA METRO SHOES Man of Many Worlds On the Streets he human mind has a tendency to dissect its Peoplemeter system was falling in place. world into two – the conceptual one where “Those were the formative years of my career. The latest out of home Tthinking holds its might and the real world Working on the P&G account was pushing me into a where application of thought is the authentic weapon. quantity-and-analytics experience. Moreover, Praveen campaign spans over Mallikarjun Das, or Malli as everyone fondly calls him, brought in a unique set of quantitative thinking in 100 sites. And, only one wants to straddle both. “I just cannot breathe one world media. As I got deeper into it, it interested me further.” for too long. I need more,” he says. But, immersed in strategic planning strategy, Malli media format has been A graduate in statistics from Bharathiar University, was not getting his hands dirty with the real world and used. News Bureau Malli chose to specialise in marketing when he got this was causing him some discomfort. He could see his through the Indian Institute of Management (IIM), colleagues in media in the thick of action. He wanted Bangalore, in 1995. But by the end of his fifth trimester, a sense of that experience and that was when he got a hoe brand Metro Shoes has Malli knew that he wanted to get into advertising, spe- break in Asian Paints in 2000. “As media manager, I got a rolled out a large scale out of cifically, the creative side. “I went into media to be a part chance to dabble with a few new things including activa- Shome (OOH) campaign in of the creative side of things. In fact, I fancied myself as tion, handle media budget and be responsible for it from Mumbai, Punjab, Maharashtra and a copywriter,” he grins. Coimbatore. Executed by out of So, when Chaitra Leo Burnett Media – the ear- home agency Primetime OOH, the lier avatar of Starcom - came to campus, Malli told three-week campaign uses only bill- Pravin Tripathi (then associate regional director, media Even the best techniques boards to promote the company’s & strategic planning), who interviewed him, that he and analytics are not two brands, Metro and Mochi. wanted to become a copywriter. Tripathi advised him About 50 per cent of each bill- to start with media planning and then, if he wanted to, satisfying, unless you bring board space is covered with pictures move into copy. As media of its brand ambassadors (Saif Ali manager at Chaitra it into the real world. Khan and Kareena Kapoor). The rest Leo Burnett, Malli shows close up of shoes matching started working on the P&G business. the client’s perspective,” he says. It was also a time But it was the finance controller (who sat right next when cable and to him), who provoked Malli to take an interest in look- satellite (C&S) ing at the RoI of advertising. “He would ask all the hard was in its hyper- questions including why there was a need to advertise at growth pace. all, almost every second day,” he says. Malli also realised Media planning that media planning was far more attractive, wherein, was becoming an everyday was a new day. There were new challenges as aggressive science; one handled a palate of clients. He decided to move back more data was pour- to Starcom as head of the P&G Media Planning AOR ing in and the in 2003. their dress. The hoardings have no In 2005, Malli got a break at Tata Interactive Systems other text, except the brand name. which was not at all linked to what he had been doing so Lavina Rodrigues Pinto, market- far. A couple of Malli’s friends felt that Tata Interactive ing manager, Metro Shoes, says, Systems would be a good place for him to be in. “Metro Shoes has expanded across Says Malli, “Tata Interactive was a very creative the country in the last three years. stint. I was totally out of media and yet I enjoyed it We have been able to launch across thoroughly. But, sometimes, while we may have the 30 new cities. We needed a reli- best techniques and analytics in place, unless you can able partner, who would help create bring it into the real world, I don’t think it is that awareness across new markets. ” satisfying. That was around the time when I got a The client brief for the campaign call from Punitha (Arumugam, former group CEO was to create high visibility at key at Madison Media).” strategic catchments, considering Arumugam wanted him to head the Madison end-users as primary target audience. Media Research Centre and drive analytics. Within It also had to create adequate visibil- four months of his joining, Malli got the opportu- ity to reinforce and enhance brand nity to head Madison Media Infinity when Karthik visibility and salience. Lakshminarayan decided to join Colors. “It was Roopesh Khangaonkar, vice- a good opportunity. I did not want to be just the president, Primetime Outdoor, says, analytics nerd. After all, you do not sell equations to “Our objective is to ensure wide- clients. You sell a story.” spread brand awareness, as well as, This was then followed by his latest break CEO at tactical communication. This cam- Starcom MediaVest Group in 2011. It was a transfor- paign has ensured good footfalls and mational role. Now, as Malli replaces CVL Srinivas sales on an average of 350 times that and takes on a bigger role in the affairs of the com- of the previous week.” pany, how does he view the future? “As an agency, we The campaign started on October

FOTOCORP pride ourselves in being a future forward agency. 19. “We intend to invest in inno- We want to be very strong on strategy, analytics, vations so that they attract more digital and branded content,” he says. „ eyeballs,” adds Khangaonkar. „ [email protected] [email protected]

1(:63(23/(

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

eo Burnett India it when he says that consumers across product haskar Das’ Lunderwent categories are getting younger and hence, it is only Bnext move has major restructuring. fair for youngsters at the agency who speak the been revealed. After National creative language of the youth and understand new age parting ways with director KV Sridhar challenges for brands and businesses lead the crea- Bennett, Coleman (Pops) was handed the tive mandate. & Co Ltd (BCCL), additional mandate of Meanwhile, Bates has a new Asia a stint that lasted 32 overseeing the crea- head in Singapore- years, rumours were tive product of India, based David Mayo, rife about Das join- Pakistan, Sri Lanka who has been ing the Zee group. and Bangladesh. named CEO of the The rumours Pops will also look KV SRIDHAR (POPS) Bates Asia network. BHASKAR DAS were proved to be after Leo Burnett’s The news comes not without reason sister agencies’ - Black Pencil, Orchard Advertising, in the wake of Tim when news arrived that Das has been made the activation division Arc and the recently-acquired Isaac’s impend- new group CEO of Zee News Ltd (ZNL). He digital agency Indigo Consulting. Filling in Pop’s ing retirement. will be responsible to drive revenue for all news shoes at the agency will be old hand, Nitesh Mayo is backed channels of the cluster that includes Zee News, Tiwari. Popular with peers and colleagues, Tiwari by years of building Zee Business, Zee 24 Taas (Marathi) and 24 is now the chief creative officer. With around brands and driving Ghanta (Bengali). He will also overseeing the DAVID MAYO a decade’s experience at the agency, Tiwari is creativity. „ digital initiatives of the channels. „ expected to lead the young brigade at Leo Burnett. Little surprise hence, that several senior crea- tive professionals at Leo Burnett India have been MARKETING promoted in line with the development. homas Cook in line with exist- Vikram Pandey and TIndia has found ing and emerging Ashwini Iyer Tiwari its head of market- opportunities. have been named ing in Abraham Professional ser- the executive crea- Alapatt who joined vices firm KPMG tive directors while in the second half of India has appointed Abhishek Sinha, last month. Alapatt Richard Rekhy as Nikhil Mehrotra, will lead the group’s CEO. Rekhy replac- Piyush Gupta and brand building es Russell Parera Shreyas Jain are crea- efforts and support who will continue tive directors. and grow individu- in the organisation ABRAHAM ALAPATT RICHARD REKHY NITESH TIWARI Pops rightly puts al lines of business in a different role. „

<< FRQWLQXHGIURPSDJH understands the ever evolving dynamics of than the core one, for certain requirements. For communication, as well.” Continuity is important example, for one of the social media campaigns Tailor-made but how long is it before continuity leads to it tried out Watt Consult. “What Watt Consult staleness? Different relationships have different came up with was an idea for an interesting managing partner, BBH, India. yardsticks and one must ensure that the breaking activity called ‘One Tank.1,500 kms. One Classic point is not reached. Story’ campaign. But they worked hand-in-hand BATON BEARER with GTF,” says Mehrotra. According to Srinivas akar of Aditya Birla Group states that the LONG-DISTANCE VIEW agencies do not look beyond such a set-up, but Krole of a leader is the most important one for here is no one-rule-fits-all. With the kind of some bring in specialist agency for campaigns on a such a unit. He points out to Vodafone. “When I Tmedia options and platforms available now, case-to-case basis. think of Vodafone, I think of Rajiv Rao. There is Kapur has another example. “Let’s say I want continuity - other people might come and go. For to do a rural programme, but I am still working me, it works best when there is one person leading With the kind of media on the scope of work. I am not going to commit it,” says Kakar. 10 people to rural without understanding the A leader also needs to be well-versed with the options available now, dynamics of the business. Once my confidence different facets of communication. Narrating his level goes up, I might have two dedicated people initial experience working on WPP GTF, Krishnan contracts are drawn up after for rural. But I may also have 100 of them outside says how every day was new. “I found myself considering every factor. the agency.” partnering with media and a completely new animal For the union to work long-term, the called digital. The initial period went in sitting in two partners have to think in the same way. the conference room and learning jargons one contracts are drawn up after considering every Gowthaman feels that there has to be input, couldn’t even fathom,” he says. But he confesses possible factor. Ford, for instance, renews its output, learning, and feedback so that there is how putting three different companies under contract with the agency, once a year. continuous upgradation in service and delivery. one roof and trying to make them work, is a big Gowthaman mentions that Unilever reviewed “And there has to be mutual admiration, respect challenge because everyone has his own concept. operations every three years, but evaluation and shared goals - pretty much like in a marriage. Asserts Kakar, “In a leader you have to look happened all year round. Mehrotra of Ford admits And in that case, it can last forever,” he says. „ at somebody, who understands brands and how the company works with agencies, other [email protected]

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MOGAE DIGITAL Searching for Better Avenues The UK-based technology company, which focuses on development and operation of mobile services for global classified advertising industry, will roll out mobile classified services catering to rural and urban job seekers in India. News Bureau

aking further strides in mobile marketing, On the development, Tanya Goyal, executive Mogae Digital has tied up with UK-based director, Mogae Digital, says, “DomJobs will Ttechnology company Mobiya to launch a help in the creation of jobs among blue collar suite of mobile classified services in India with the workers through mobile phones. This service Mobiya Trader platform. reaches job seekers in rural and urban commu- Specifically designed for India and other coun- nities, as well as, the employers in towns and tries where text messaging dominates the sphere of cities. Hence, making servicing as an effective mobile communications and advertising, Mobiya marketplace.” Trader is a scalable full service platform. Initially, Mogae further justifies the mobile service the focus will be on domestic jobs, while there are model by stating how a large number of mobile plans to launch property, matrimony and wider phone users in India still do not have a smart- industry job services as well. phone or internet access. Therefore, texting The Mobiya Trader platform will enable media “DomJobs will help in the remains the primary mode of communication on partners to operate local and national marketplaces creation of jobs among blue mobile. A lot of domestic jobs that will be pushed using mobile and online technologies. It will through the service, used to be advertised locally also provide marketing agencies with an inven- collar workers through in newspapers or circulated by word of mouth, a tory to connect with consumers directly on their mobile phones.” company communique adds. mobile phones. TANYA GOYAL “The Mobiya Trader platform is flexible and Job seekers, with the DomJobs service, can allows us to configure and roll out new classified services rapidly. This is important in a country with multiple languages, religions and cultural preferences, where we need to be able to create marketplaces that accommodate these differ- ences, whilst maintaining ease of use, speed and of course, making it fun to use,” says Goyal. It will enable media partners to operate local and Martin Davis, chief executive officer, Mobiya, says, “With a mobile population approaching 900 national markets using mobile and online technologies. million, we are excited about the potential size of the customer base we will serve in India. The search for jobs and receive daily updates about advertisements into the Mobiya Trader service. growing opportunity to deliver new services in matching advertisements using text messages. Revenues will be driven by user subscriptions and mobile technology adoption accelerates.” „ Employers too can advertise by merely texting the mobile advertising. [email protected]

Stories featured on this page highlight innovative usage of media using various vehicles like print, broadcast, digital and out-of-home.

42 afaqs! Reporter, November 1-15, 2012

1(:60$5.(7,1* ESOMAR EXCELLENCE AWARD 2012 Maidens Win Pia Mollback-Verbic and Piyul Mukherjee of Quipper Research won this year’s ESOMAR Excellence Award for their paper ‘Water Wows’. News Bureau

or the first time ever, an Indian research paper takes cross-cultural research to a new level. agency has won the ESOMAR Excellence They (Mukherjee and Mollback-Verbic) nicely FAward 2012. Pia Mollback-Verbic and Piyul link the specific challenges of research (for exam- Mukherjee of Quipper Research pulled in the ple, public versus private behaviours) to at least award with their research paper titled ‘Water one of the paradigms for understanding cultural Wows’. The duo presented the paper at a confer- differences,” says a jury member at ESOMAR. ence held by ESOMAR at Vienna, last November. “This paper illustrates how decision-makers The result was announced at the annual can be misled by what consumers say in more ESOMAR Congress held at Atlanta, USA, this traditional research when there are cultural sen- year. The winning team has been awarded €4,000. sitivities not accounted for, in the methodology,” The winning paper speaks about the need for reads a statement issued by the jury. a paradigm shift when ‘Western’ companies con- According to the international jury from duct qualitative research in the ‘East’. The paper ESOMAR, the team’s analysis of the five para- argues that traditional ‘Western’ formulas for digms is one of the factors that helped the paper conducting qualitative consumer research needs clinch this win. The research was deemed to be an to be tweaked in ‘Eastern’ markets, and suggests eye-opener for ‘Western’ managers. that research professionals must adjust their qual- “To optimise the insight mining process and overall research findings, the standard research The winning team - practices need to be carefully re-evaluated and Mollback-Verbic (left) and sometimes flipped or reversed,” says Mukherjee. Mukherjee “Extensive experience from different markets has taught us about the impact of, for example, a itative approaches to the collective versus individualistic culture, different local culture without sim- levels of tolerance of conflicts and confrontations, ply replicating assumptions and different modes of operating in hierarchical and research traditions versus egalitarian environments, all having signifi- from ‘Western’ markets. cant impact on how we should execute research,” The paper deals with says Mollback-Verbic. the broad aspects and chal- The ESOMAR Excellence Award is a bench- lenges faced by the market mark for accomplishment in the world of market research industry today, research. The Excellence Award for the best paper when conducting research is selected from papers presented across all across different nations and ESOMAR conferences the the previous year. „ cultural domains. “This [email protected]

RAJASTHAN PATRIKA

Rajasthan, Delhi, Ahmedabad Shopping Spree and Madhya Pradesh. This year, the JSF targets The first-ever Jaipur Shopping Festival began on Rajasthan and Delhi-NCR; going October 16 and will continue till November 13. forward, the plan is to make the property international. It hopes News Bureau to guarantee economic benefits for all attending organisations, ajasthan Patrika is all set to expected in the market, boost- local shoppers and customers, bring in the festive season ing shopping that will benefit which will in turn benefit the Rcelebrations with a special not only the attending associa- state government. initiative. With the International tions and markets but also Jaipur’s Siddharth Kothari, director, Fairs & Festivals (IFF), the Hindi business community and ancil- Rajasthan Patrika, says, “The daily has launched the first ever lary industries. Unique discount essence of Jaipur Shopping Jaipur Shopping Festival (JSF) schemes with many cross promo- Festival is to create a platform of taking place from October 16 to tion schemes, a mega raffle and such a magnitude and scale that it November 13. cultural events are planned. Jaipur has been is able to take under its umbrella The initiative will promote The organising committee has the various socio-cultural ele- brand Jaipur, a city that is at the branded Jaipur with a common branded with a ments of the city and synergise top of the list for both interna- signage and colour theme. them to work as economic drivers tional and domestic tourists. With Advertisements are being car- common signage to make a larger impact.” „ the festival, more footfalls are ried out even in other cities of and colour theme. [email protected]

44 afaqs! Reporter, November 1-15, 2012

1(:60(',$ ZEE Edutainment on a Platter The 24-hour channel targeting 4-14-year-old audience will go on air in November. News Bureau

ontinuing to foster growth in its 20th year, Zee has announced the launch of Cyet another channel, targeting children. The channel aims to promote learning along with entertainment. Calling it ‘India’s first edutainment channel’, ZeeQ will cater to audience in the age group of 4-14 years. The 32nd channel in Zee’s portfolio, ZeeQ is a 24-hour channel that will go on air in November. It will be available across direct-to-home and digital cable platforms as a paid-for channel. Announcing the launch at an event in Mumbai, Punit Goenka, managing director and chief execu- tive officer, Zee Entertainment Enterprises, said, “The shaping of a child starts early. Therefore, ZeeQ has been launched partnering with Zee

(From left) Goenka, Tripathi and Anhal spoke about ZeeQ’s core content

principle, ‘What is right for the child’. The chan- of English spelling, word usage, sentence con- nel will benefit school-going children and their struction and vocabulary; and Brain Cafe, a show parents and teachers to facilitate emotional, social, on science theories, concepts and their applica- academic and behavioural development.” tions with a fun twist. ZeeQ will have a mix of acquired and home The acquired programmes are adapted to local Learn (Zee’s education company). There are many produced content. Daily, the channel will air close taste and carefully picked from globally awarded channels for kids but none that focus on education to three-and-a-half hours and one hour of acquired shows. Zee owns their rights for coming five years. and learning. ZeeQ is also an effort towards chil- and home produced content, respectively. ZeeQ will also have a comprehensive online dren learning in a safe environment.” “The programming and scheduling approach portal streaming shows and content addressing While ZeeQ’s broadcast operations will be of ZeeQ’s content is geared to help audience parents, teachers and children. Live assistance managed by Zee, Zee Learn will look after the with subliminal education, while keeping them from academicians will also be provided. content and channel management. engaged in never-before edutainment fashion,” To market the new channel, Zee will bank on Goenka also spoke of Zee Learn’s 18 years of said Subhadarshi Tripathi, business head, ZeeQ. its large media network and Zee Learn’s chain of interaction with 3,00,000 students, parents and Among the home produced shows are schools and pre-schools, where the idea of ‘learn- teachers across India that has helped to make Teenovation, in association with The National ing by doing’ will be pushed. For the creative ZeeQ’s edutainment content engaging and rel- Innovation Foundation, about child innovators mandate, Leo Burnett has been brought on board evant to the needs of the Indian children. who display brilliance and create utility terms for after evaluating other agencies in a multi-agency Navneet Anhal, chief operating officer, Zee problems around them; Wordmatch, a national pitch called a few months ago. „ Learn, says, “ZeeQ is based on our core operating level game show to enhance children’s knowledge [email protected]

group across the country. adds that though Hindi has a better PUTHIYA THALAIMURAI The company adds that after reach, English is a universal language the completion of a year in the and the channel can have a global regional news space with Puthiya presence, later. A New Contender Thalaimurai, the need for a national The group’s English news chan- presence was felt. Expressing confi- nel will compete with other players The media company plans to launch the unnamed dence about the venture, the group in the space such as Times Now, NDTV 24x7, Headlines Today, channel, next year. It will be a 24x7 general NewsX and CNN-IBN. English news channel. By Raushni Bhagia It is learnt that the creative and media agencies for the upcoming fter launching a 24-hour Though it has is not been named channel are yet to be finalised. Tamil news channel, yet, the company has started recruit- However, the creative duties of ANew Generation Media ments for the upcoming channel, the Tamil news channel, Puthiya Corporation - publishers of the which will be launched next year. Thalaimurai remain with Disha Puthiya Thalaimurai group of maga- Incidentally, the company had The creative and Communications, while the zines, has announced the launch of a launched the Tamil news channel media duties continue to be with 24-hour general English news chan- which operates from Chennai in media agencies for OMD. However, the ad sales will nel. The news was confirmed to August, 2011. However, the new still be taken care of by Fourth afaqs! Reporter by Shyam Kumar, channel will be a national channel the channel are yet Dimension. „ CEO, Puthiya Thalaimurai. and tap the audience in the 25+ age to be finalised. [email protected]

46 afaqs! Reporter, November 1-15, 2012

1(:622+ ING VYSYA Attention-Grabber Promoting its new fixed deposit, ING FD+, ING Vysya has launched an OOH campaign covering 300 sites in Delhi. News Bureau

inancial services company ING Vysya has launched a high scale out of home cam- Fpaign in Delhi to promote its latest offering, ING FD+. The campaign highlights the key features of FD+, such as the high interest rate of 9.25 per cent per annum and zero penalties on premature withdrawal. The creatives of the campaign are in orange col- our to bring out the brand identity. Also, a few of these creatives depict the words ‘FD’ in chains to underscore that the scheme is free from the clutches of penalties. Other creatives depict the figure 9.25 per cent in white wings to highlight the freedom to withdraw money in the premature phase. The messages are written in interesting ways such as ‘Earn Higher Interest + No Penalties’, ‘Earn More on Your savings with ING FD+’ and ‘FD Without Penalty’, to bring out the ben- efits of the scheme that offers higher interest rates on savings. Ambuj Chandna, group head, marketing, lia- parts of Delhi, along with the airport corridor. bilities and direct channels, ING Vysya, says, “The Expecting high impact, the campaign uses a mix of wide range and reach of media provides an opti- formats such as bus shelters, information panels, mum solution to create high impact visibility in capsule restrooms, vending kiosks, pole mounted the shortest possible time.” MUPI units, police booths and columns. The brief given to the agency was to capture the Alok Duggal, general manager, sales, JCDecaux attention of the target customers through a citywide India, says, “A widespread reach has been provided dominating campaign that maximised exposure. The density is higher in to the campaign, especially through the backlit Executed by JCDecaux, the 45-day campaign the airport corridor, south street furniture formats.” „ kicked off in early October across 300 sites in [email protected] Delhi. These sites are denser in south and central and central parts of Delhi.

BLENDERS PRIDE Fashion Statement The company has installed mannequins sitting on branded boxes on the conveyor belts in the Hyderabad airport. News Bureau

eeing models on the ramp and Accessories BPFT 2012’ and is not a new phenomenon. ‘Make the World a Stylish Place’. SHowever, Blenders Pride has However the OOH campaign was given a twist to ramps by bringing spread over Mumbai, Chandigarh to enhance the brand’s basic propo- models on conveyor belts in a unique and Bengaluru, too. The client brief sition and attract attention. Owing attention catching campaign for the to the agency was to highlight and to the high domestic air travel Blenders Pride Fashion Tour event. establish the fact that Blenders Pride demand, we wanted to use this touch The innovation, planned Fashion Tour is India’s largest fash- mannequin for a live model. point to target the specific affluent and executed by Platinum ion property. It added that since the Gour Gupta, CEO, Platinum demographic group. A lot of brain- Communications, attempts to audience’s attention span on out- Communications mentioned the lat- storming went into cracking the establish Blenders Pride Fashion doors is short, the creative should est figures released by International right media and making full use of Tour as one of the largest such make the most of it to grab attention Air Transport Association (IATA), the innovation. The deployment was event in the country. It involves and generate conversation about saying India has the strongest annu- done on the conveyor belts in a way branded boxes with one mannequin both the innovation and the brand. al growth with the domestic air such that no one could miss the com- sitting on each box, placed on con- The innovative use of ambient travel demand rising by 16.4 per munication. The idea was to pro- veyor belts in Hyderabad airport. A media at the airport pleasantly sur- cent annually. vide high impact and attention.” „ display on the screen says, ‘Clothes prised consumers, who mistook the He adds, “Innovations are a must [email protected]

48 afaqs! Reporter, November 1-15, 2012 1(:60(',$ LIFE OK Epic Plan

The musical version will have actor Ajay Devgan as the narrator, show, nine minutes will be offered to the show’s Rahul Vaidya as singer, Anu Malik as music director, Swanand Kirkire sponsors. The remaining three minutes will bring in an amount of about `12-15 lakh per episode, as lyricist and Remo as choreographer. By Raushni Bhagia adding `60-75 lakh for the five-episode series. The total earning of the channel from the show is estimated at about `7 crore plus. However, there are considerable production and marketing costs involved with Ram Leela. As per the market sources, the production cost per episode for the show is close to `1.25 crore. Sources also confirm that the marketing spends for Ram Leela will be almost equivalent to the marketing spends for Devon Ke Dev Mahadev.

“We wanted to do something topical for the festive season” AJIT THAKUR, GENERAL MANAGER, n its first Diwali after being rechristened as Life OK, the second general entertain- LIFE OK Oment channel from the STAR stable is all set to launch one of its costliest shows to tap the festive season. The channel has high expectations The channel has planned a red carpet event to from its new format, Ram Leela, which will run for launch the show, informs Ajit Thakur, general five episodes between Dussehra and Diwali. manager, Life OK. The musical version of the epic, Ram Leela, Thakur adds, “We wanted to do something top- will have actor Ajay Devgan as the narrator, along ical for the festive season and dramatisation of the with Rahul Vaidya as singer, Anu Malik as music Ramayan seemed to be an obvious option. Hence, director, Swanand Kirkire as lyricist and Remo of 90 seconds of FCT per episode. The channel is, we decided to choose a new format with no famil- as choreographer. The show is a comeback for reportedly, in talks with an automobile giant and a iar faces on television. We chose Ajay Devgan as Bollywood star Devgan on the small screen. He telecom major for the segment’s sponsorship deal. the narrator, as we wanted someone who could be was last seen as a judge on a Zee TV show, Rock Apart from these, the sources also inform that relatable to Lord Rama’s image.” and Roll Family, along with his wife Kajol and six associate sponsors will bring in about `50 lakh Ram Leela will be launched on October 21 at 8 mother-in-law, Tanuja. each, with an FCT of 60 seconds (six minutes in PM and will be telecast during Sundays. As per the market sources, the presenting spon- all) per episode. Already, brands such as Emami, The show will compete with Zee TV’s newly sor of Ram Leela will bring an estimated amount Lux, Cycle Agarbattis and Panasonic have come on launched Ramayan, Star Plus’s new crime series of `2 crore. The deal will also provide 120 seconds board as associate sponsors. Arjun, Sony’s Adaalat and SAB TV’s Lapataganj. of FCT (free commercial time) to the brand. Also, the channel is reportedly charging about Viacom18’s Colors telecasts a Hindi movie on the However, Honda has spent close to `1.5 crore `70,000-85,000 for each 10-second spot. With a same slot. „ as the show’s ‘Powered by’ sponsor, with an offer total of about 12 minutes available in the one-hour [email protected] 1(:6%22.6 5HDGLQJ5RRP MAXPOSURE MEDIA PRASHANT PANDAY CEO & Executive Director ENIL (Radio Mirchi) Learn Parenting urrently, I am reading two books, The monthly magazine will target expecting and CIndia after Gandhi by Ramachandra new parents; the website was launched in Guha and Breakout Nations by Ruchir Sharma. August. News Bureau India after Gandhi is a fascinating book because it tells you what kind of prob- axposure Media Group Shilpi Shukla, editor, Parents lems we went through immediately has announced to launch a India, says, “We are there with after independence and how the world Mprint publication, Parents Indian moms for the whole nine had written us off. Today’s generation India magazine. It is the first licensed months and even beyond, offering that complains so much about what we magazine from the group, which is a them expert advice on safe work- achieved in the last 60 years should read it subsidiary of Gruner+Jahr, which outs, nutrition guidance, meal plans, to understand our condition, then! comes out with Eltern (Parent in medical news, baby gear and more.” I love Breakout Nations because it’s German) magazine. Parents India Every issue of Parents India will an advance warning to India. BRICS will cater to expecting and new provide age-specific child develop- (Brazil, Russia, India, China and parents. The magazine is expect- ment guidance. “Being the father of Singapore) may no longer be a comforting acronym for us. Besides, I like ed to be launched by December, two kids, I understand that raising a books on economics! Among the genres I love include autobiographies of after clearance from the Ministry of kid is both - a fun and challenging political leaders, economics, geo-politics and Indian politics, medicine, as Information and Broadcasting and experience. This is what motivated well as, global brands and corporations. I do read fiction, at times. Registrar of Newspapers of India. me to come up with Parents India, As for favourites, India after Gandhi is my current favourite. However, I Slated to be a monthly issue, the a magazine that serves as an invalu- also enjoyed reading Bush’s autobiography for its candid style magazine will be priced at `100, able resource for parents who desire anand because it took you so close to the power centre. For the with 36,000 copies in its initial to play an active role in their child’s ssamea reason, I also like the autobiographies of Condoleeza Rice, print run. It will also have special development and learning,” says MMargaret Thatcher and Hillary Clinton. issues on topics such as 200 Q&A Prakash Johari, CEO and managing I have, in the past, loved reading books on global on pregnancy, new born babies, and director, Maxposure Media Group. corps and global business leaders. Jack Welch’s book shopping for my baby. To market the offering, the (Straight from the Gut) has been an all-time favour- Interestingly, the online version group plans to use the website and ite. Likewise, I have enjoyed reading books on Sam of the magazine was launched in organise various events across the Palmisano, Sam Walton, McDonald’s, Google and August. The online magazine offers country to target its core readers, such others. I also liked Vinod Mehta’s autobiography! information on various facets of says Vikas Johari, publisher and Not sure of what I want to buy next, I still have lots parenting, with useful tools and a COO, Maxposure Media Group. lleft over from previous purchases. There is one book community platform for its users. It will be available on newsstands, oon medicine called Love Medicine and Miracles by Bernie The community interface enables airports, hospitals and doctors’ clinics, SiSiegel, which I just have to read. „ users to interact with other parents apart from online subscriptions. „ As told to Raushni Bhagia and share experiences and opinions. [email protected]

OBITUARY sional, who was up there with the best. He wore his genius with great modesty. As a human being who was a friend and a colleague second Quentin Coello to none. He never let us down.” Chopra continues, “Quentin was He is fondly remembered as the person not a wordsmith. He was an ‘Ideas Man’. When we worked on cam- responsible for making HTA Delhi (now JWT) a paigns, we weren’t just doing jobs. great place to work at. News Bureau We were working together to win the war in the marketplace. We used former advertising veteran person; his work was excellent and ideas as our weapons. Quentin’s and writer Quentin Coello, very inspiring. People in HTA’s ideas were the neutron bombs in F66, is no more. He passed Delhi office, creative and servicing, our arsenal.” away a few days ago at Goa, after a thrived under his leadership. He Ivan Arthur, the creative author- brief illness. He is survived by his changed my life,” she says about 1946 - 2012 ity, who brought Coello to HTA wife and son. her first boss at HTA. Coello hired Delhi in the ’70s, writes in his trib- Coello is fondly remembered by Balachandran in the Delhi office as ute on a social networking forum, the advertising industry as “the guy a copy trainee in 1977. that besides writing and solving who made HTA Delhi (Hindustan “He took me in after a copy test. what Arthur calls ‘creative crises’, Thompson Associates, now JWT) I trained under him. I’ve taught my worked with him, remember Coello Coello harboured a deep passion the most rocking agency to work at, juniors what Quentin taught me! seeking logic in every creative brief. for music. Not many people know in 1970s and early 1980s.” To me this is a personal loss and for Romi Chopra, client servicing that Coello was in the middle of Author Indu Balachandran many he was a strong force in their legend and Coello’s colleague at writing a book - a personal memoir speaks to afaqs! Reporter about lives,” adds Balachandran. MCM and at HTA Delhi, says, in a on advertising. He shared a draft her writing hero. “He was the As a person, he was a quiet, some- letter written to Balachandran, after of the same only with a few close Prasoon Joshi of the ’70s and early times shy man; a man of few words. Coello’s demise, “How shall we confidants. „ ’80s. He was a fantastic creative Client servicing professionals, who remember Quentin? As a profes- [email protected]

50 afaqs! Reporter, November 1-15, 2012 $POOFDUJOHUIFEJHJUBMDPNNVOJDBUJPOTDPNNVOJUZGPSUXP JOTJHIUGVMEBZTPGMFBSOJOH OFUXPSLJOHBOEDFMFCSBUJPO *UDQG0LOOHQQLXP%HLMLQJ!&KLQD 1RYHPEHU

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1BSUOFST ,17(59,(: RICHARD HYTNER> DEPUTY CHAIRMAN, SAATCHI & SAATCHI “Bringing ‘Saatchiness’ to India” On his recent visit to India, Richard Hytner, deputy chairman, Saatchi & Saatchi took some time out for afaqs! Reporter to discuss the road ahead. By Shibani Gharat

aatchi & Saatchi’s deputy chairman Richard and to push forward ‘how we get what we need’. an absolute key task for any leader to get local Hytner recently visited India. Hytner is also Saatchi’s agenda is to remain competitive and talent. It was originally planned that he would Sone of the founders of Saatchi & Saatchi’s entrepreneurial. However, sometimes it works, be based in Mumbai. But, now his focus has acclaimed tool, Lovemarks. While he was busy sometimes it does not. shifted to Delhi. meeting people, both clients and employees, he One of the reasons that I am here is to help took some time out for afaqs! Reporter to Is Saatchi’s India focus a part of Publicis’ Matt just increase some of our existing clients. discuss the road ahead. agenda? Yes, the shift of focus to India is very much a part How does the Lovemarks philosophy work How do you plan to lift Saatchi’s reputation of Publicis’ larger agenda. for the Indian clients? in India? Will it be through new people, new With Matt’s arrival, there is a re-commitment The idea of Lovemarks, in addition to driving accounts or something else? to India. And, it’s not only in terms of growing business and trust, is that great brands and great To change the situation, we need to start at the business, but also to promote India as a place companies enjoy consumer loyalty beyond reason. top. Chris Foster, as the chairman and regional where we can do great work. Brands in India have emotion infused through CEO for Asia Pacific, has brought in stability. We do have a talent agenda based on four pil- them. Lovemarks plays out very well in the mar- Matt Seddon as CEO, Saatchi & Saatchi, India will lars - giving people early responsibility, giving ket. It is an opportunity. getget in ththee bubusiness.siness. peoplepeople recognition,recognition, steepsteep andand deepdee learning and Lovemarks demands that brands think beyond WWee have to ensure that the relationshirelationshipp givinggiving people joy.joy. how they perform, innovate, function and how between Matt and Chris they relate to the consumers. Indians by nature are is steady.steady. This means very warm. They like giving and sharing love. thatthat the support ofof “You can’t build love When we ask our clients, “Do you want your thethe networnetworkk willwill brand to be ‘respected and liked’ or ‘respected and alsoalso puspushh SaatcSaatchihi with a brand simply by loved’, they quite fancy being ‘respected and loved’ forward.forward. because they know that is where money is. If con- Matt is doingdoing speaking about it. You sumers love your brand, they pay more for you, whatwhat he was they forgive you when you mess up. They come doing,doing, to inculcate have to earn it. ” back to you time and again. That love, it sounds a killer discipline soft, but is very commercial. What is it that an Indian CEOCEO couldn’t have You need to have clients who think beyond donedone that Matt brings to the table?ta communications. You can’t build love with a Matt,Matt, more tthanhan anytanythinghin else, brings brand simply by speaking about it. You have ‘S‘Saatchiness’.aatchiness’. to demonstrate it and you have to earn it. That Matt has beenbeen with Saatchi means that you need to have great products and & Saatchi worlworldd over and par- services, you have to innovate, the prices have tticularlyicularly the AsiaA for around to be accessible, and you have to bring priceless 2200 years. He knows Saatchi value. very well. HeH knows the It is not as simple as you have to come cculture,ulture, the philosophy of to Saatchi and you will get love, we have LLovemarks.ovemarks He wouldn’t to work together. hhaveave any kkind of difficulty iinn embedembeddingd Lovemarks How is it fighting your sibling agencies for iintonto this operation. The business? ffactact that he understands There is a lot of mutual respect between Saatchi tthehe lolocalca market and and Leo Burnett. We can really compete with any- tthehe localocall people makes one if they have an idea, too. But we love Saatchi hhimim a ssensible choice and its idea. fforor SaatchiSaat & Saatchi iinn ordordere to take over What are Saatchi’s digital growth plans? tthehe InIndia operations We plan to do that, not by acquiring talent for hhead-on.ead-on the sake of acquiring, but organically. Also, we So far,f as I can see, are not going to replace conventional advertis- tthehe busbusinessi has turned ing people with conventional ad people. We are aaround.round. Some of our going to bring in more digital-savvy individuals ccoreore cliclientse are looking and digitally experienced people. We are not mmoreore sasatisfiedt than they doing this for the sake of it, but doing it for a wwereere bbefore.efo larger purpose. The bigger agenda is to create MMattatt is grow- an agenda. It requires digital behaviour; digital iingng a tteame of locals, thinking that will run right through every strat- who will be responsi- egy and every piece of work. „ bblele for ttheh future. It is [email protected] FOTOCORP

52 afaqs!afaqs! Reporter,Reeporp terr, NovemberNovembmber 1-15,1-1515, 20122 012122 HARISH BAHL Happy Founder and CEO, Smile Group Holidayer

IfIf ttherehere is one placeplace you can keepkeep goinggoing backback to fforor a hholiday,oliday, wwherehere wouldwould it bbe?e? Switzerland – Klosters, Davos – Ski HolidaHoliday!y!

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Post: Copy Writer Effects, Strong conceptual skills, Post: Marketing Lead Company: XRBIA including online software concepts Company: Capgemini Profile: Seeking well-rounded, and online experience concepts, Profile: Develop and drive expert-level copywriter to write Strong technical knowledge of marketing strategy for specific copy for product communication, how web-based technologies apply Service Line of Capgemini whitepapers, articles, blogs, to web design such as HTML 5, in global markets. Work with web, advertisements, brochures, Flash, CSS3. Global Service Line leaders and newsletters and other forms of Exp: 4 – 6 yrs stakeholders to ensure alignment marketing communication. Location: Mumbai with Business Plans. Exp: 2-5 yrs Email: [email protected] Design and deliver on marketing Location: Mumbai ...... services portfolio for key segments Email: [email protected], mira. and initiatives in partnership with [email protected] onshore peers ...... Post: Art Director/ Sr. Art Director Exp: 7 to 9 yrs Company: Ray Adcomm Pvt Ltd Location: Mumbai Profile: Gaining an understanding Email: Pratyay.dasgupta@ Post: Sr. Visualizer of the target audience and business capgemini.com Company: XRBIA that the advert is aimed at. Meeting ...... Profile: You need to be someone with the account management team who is able to convert any and to discuss the client requirements. every idea into an excellent Exp: 4-8 yrs Post: Marketing Communications graphic. Your passion for design Location: Mumbai Specialist must be evident in your portfolio. Email: [email protected] Company: Tata Consultancy Analytical, logical thinking, ...... Services presentations, exposure to all Profile: Exceptional business writing aspects of advertising will be an skills. Experience in marketing advantage. Post: Sr. Visualizer communications. Exp: 3-6 yrs Company: Abbott Healthcare Pvt Collaboration skills, especially Location: Mumbai Ltd using technology. Experience Email: [email protected], mira. Profile: He / she should be able to working in a global, corporate [email protected] ideate independently and work environment. Understanding ...... closely with the creative head of the IT industry and business in development of ideas. The domains incumbent should have a hands on Location: Mumbai Post: Web Master experience of designing packages Email: [email protected]. Company: XRBIA and should be able to ideate and [email protected] Profile: Knowledge of Social Media think out of the box...... Marketing, email marketing Exp: 4 – 5 yrs & content marketing and Web Location: Mumbai Analytics. SEO To promote Email: sakshi.vaishampayan@ Post: Account Manager websites through popular search abbott.in Company: Dicon Digital Advertising engines, web directories for ...... Pvt Ltd increasing link popularity and Profile: Excellent English Oral and other on-page & off-page related Written communication skills. activities. Post: Design Specialist Neutral accent a must. Have Exp: 1 - 2 yrs Company: Capgemini proven ability and experience Location: Mumbai Profile: Collaborate with account in retaining and growing client Email: [email protected], mira. managers, marketing managers relationships. Strong customer TO ADVERTISE, CONTACT: [email protected] for design, layout and production facing skills. Abhilash Singh ...... of marketing collaterals, Must be Exp: 2-5 yrs (Delhi & Mumbai) hands-on with design projects. Location: Chennai Ph: 09999989454 Consistently deliver creative Email: [email protected] / Email: [email protected] Post: Senior Web Designer concepts that work across print [email protected] Priyanka Foman Company: Spiider Digital Hub and web mediums. S/he should ...... (Mumbai) Profile: Visualization, Website have the ability to identify new Ph: 09819984998 Email: [email protected] layout design, HTML, CSS, opportunities for diverse design Jquery expertise, Flash - Produce services within the corporate Post: Visualizer [email protected] compelling Flash animations for framework. Company: PALASA Inc. To view other jobs in Marketing, online advertising, Fluency in Exp: 5 to 8 yrs Profile: Ideator with execution skills Media and Advertising, log on to: current graphic design practices Location: Mumbai/ Kolkata Exp: 1-2 yrs http://jobs.afaqs.com and web production software, Email: Pratyay.dasgupta@ Location: Mumbai Join us on : facebook.com/jobswitch such as Adobe Photoshop, Adobe capgemini.com Email: [email protected] Illustrator, Flash, Adobe After ......

54 afaqs! Reporter, November 1-15, 2012