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March 1-15, 2008 The fortnightly from agencyfaqs! www.thebrandreporter.com 16 ADVERTISING WATCH

IPL-SONY Beaming Smiles SET plans a major blitz IT! before and during the IPL. 40

EBAY Selling an Experience Bidding for thrills and spills. 38

AD FILMMAKING The Finer Nuances Two film makers share There is more objectionable creative in some secrets. automobiles than in any other category. Are BPL MOBILE auto marketers giving advertising a bad name? Outdoors Fun 12 PROFILE Bhawana Somaaya 18 WHO’S THAT Rajesh Laikh 20 34 RELIANCE MPAY Dial M for Credit 44

  

The fortnightly from agencyfaqs! This fortnight... Volume III, Issue 15 Automotive advertising has come a long way since David Ogilvy came up with his now- EDITOR & PUBLISHER famous line, “At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the Sreekant Khandekar electric clock."Today, amid the roar of the exhaust and the screech of brakes, what stands out in the constant clutter of television commercials is one astonishing fact. Advertisers and mar- EXECUTIVE EDITOR keters seem to have thrown caution to the winds. And mind you, the creative isn’t great M Venkatesh either: auto advertising is largely unimaginative. CREATIVE CONSULTANTS In the cover story for this fortnight, we analyse if that is true. Fourteen of the 52 PealiDezine complaints upheld by the Advertising Standards Council of India (ASCI) - which LAYOUT came up with its judgement last year - had to do with cars or bikes. Shockingly, Vinay Dominic 63 per cent of the objectionable automotive ads were for two-wheelers.The bike MARKETING advertisements (mainly those that treat traffic regulations with impunity) are prob- Prasanna Singh ably a reflection of the fact that the audience is growing younger and younger. Also, as the consumer moves up to a more powerful machine, the demonstration too LOGISTICS should show off power. And power, the ads suggest, is not just speed, but danger- Rajesh Kanwal ous driving as well. Daredevilry on wheels is okay but not at the cost of ADVERTISING ENQUIRIES endangering other lives.To be fair to the automakers and ad agencies, not all the Ashish Chauhan ‘sentenced’ ads deserved a reprimand. Maybe the ASCI could loosen up a bit and Noida: (0120) 4077800, treat the complaints in a more evolved manner. Advertisers, on their part, can cer- 4077819, 4077816 tainly think up better ways of communicating their clients’ wares.Meanwhile, Gaurav Prabhu Mumbai: (022) 40429702-5 Sony Entertainment Television is getting ready to beam out Indian cricket’s show- [email protected] piece event. As the dust settles on the buyouts and auctions for IPL’s Twenty20 league, big money is being spent to get viewers to watch the circus. Sony, the BCCI and the Marketing Office IPL team owners have teamed up for a tournament-long campaign. They are about to spend B-3, First floor, Sector-4, Rs 250 crore to get the audience hooked. Noida-201301. Tel: (0120) 4077800. Mumbai 39, A to Z (Industrial) Premises Co-op Soc Ltd, Lower Parel, Mumbai - 400013. Tel: (022) 40429701-5. M Venkatesh Subscription Enquiries Sakshi Kohli Tel: (0120) 4077837 you cannot have illustrations, beyond [email protected] the cover. The Brand reporter has   always maintained a serious image. Registered Office But there is no harm in having some $0;$0
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The Brand Reporter, March 1-15, 2008 5 SURVEY  
    Taco Bell is the Taco Bell> Better late than never. Mexican second largest QSR (quick serve restaurant) chain, Taco Bell espite a growth tal friendliness in their too will be in India as early as mid 2008. At in eco-friendly shopping decisions and QSR format out- present, the QSR is conducting a consumer Dliving, only 21 what aspects of packag- let next only to research study to understand the Indian mar- per cent of Indian con- ing they would give up if McDonald’s ket and the customer palate. Last month, Taco sumers consider a shop’s it would benefit the Bell called for a pitch, and Ogilvy and JWT environmental friendli- environment. were asked to make presentations. JWT has already been ness - using recycled The Indian consumer entrusted with Taco Bell’s launch duties. bags/packages - as the was willing to trade off determining factor to convenience in the form Dave of the Nielsen Marlboro>US tobacco giant Philip Morris International is spend money, a survey Company of ‘reusable’, ‘stackable,’ in talks with its Indian joint-venture partner Godfrey Phillips conducted by Nielsen and ‘easily transportable India to manufacture and sell its Marlboro brand here. The found out. But 61 per packaging’. And were move will cut down import taxes and bring down prices and cent of the Indian con- more likely to trade-off duplication worries for the company. sumers give highest The hygiene most aspects of packag- regard to value for perception ing than consumers in Fortis Healthworld> money. offered by other countries in the Pharmacy in rural India is all Conducted in mid Asia-Pacific region. Ten set to get branded, with the 2007, the study surveyed packaging is percent would not think company deciding to tie up 26,486 internet users in still not a of giving up any aspects with Godrej Adhaar – to pro-

MARKETING 47 markets from Europe, of packaging. vide all encompassing health Asia-Pacific, America driver. “The Indian con- care under one roof. To start with, Fortis Healthworld Aadhaar and the West Asia, on the sumer is quite used to Pharmacies will be launched at the key Aadhaar centres, at factors that influenced buying open and Taran Taran, Batala and Amritsar in Punjab. their choice of gro- unpackaged fresh cery store.  products and other The centre is to Indian Trade and Exhibition Centre> Besides hosting While Indian con- commodities. The be built over an Indo-Pak cricket matches, Sharjah would also now be known sumers give hygiene perception for India's first trade exhibition centre outside the country. importance to price, offered by packaging area of 20,000 sq The centre will hold regular exhibitions of Indian products product quality, con- is still not a well- ft having a base- and services, organise meetings and conferences for the venience and established driver of ment, a ground Indian business and professional community, lease office and location, when deter- choice for buying exhibition space to Government of India enterprises and floor and two Indian corporations, as well as provide all information about mining where to packed products,” floors. shop, environmental friendliness is says Rajshree Dave, director, Client Indian business and services. the last thing on their mind. But 44 Solutions, The Nielsen Company, You won't be booked by the law for this. If percent were willing to sacrifice adding, “Indian shoppers place less License 2 Flirt> you are in a mood to flirt, United Spirits' White Mischief packaging for hygiene, if it’s envi- priority on packaging that help them Vodka along with MTV has come up with a seven week flirt- ronmentally harmful. to store food, because we still shop ing campaign to engage consumers across thirteen The survey gauged consumers’ more frequently and don’t tend to cities in select pubs, night clubs and discos. The brand attitude towards environmen- buy products with a long shelf life.” has created a game through MTV which checks out the skills of both sexes on their aptitude to flirting. QUOTE OF THE FORTNIGHT Goodyear> The tyre company has been named as one of In one stroke IPL has moved It's the only tyre the '100 Best Corporate Citizens' in the current issue of CRO the theatre of action on free company to make (Corporate Responsibility Officer) magazine. The study was it to the list. conducted simultaneously across 18 major automotive mar- markets from the chandelier- kets on four continents. Goodyear was also voted as the tinkling conference rooms of Most Trusted Brand in 2007, based on a TNS Survey, in North Delhi to the galis and nukkads America and Asia. of every town and village in The company is Tommy Hilfiger> The fashion retail company hopes to become a pan-India India. Millions of Indians will now engage poised to clock a luxury brand by 2010. The company is viscerally in a manner that no trickle- turnover of Rs 100 charting its second phase of expansion down process could achieve. crore this fiscal. with a slew of new stores even as it is  extending its footprint to tier-II and tier-III cities in the coun- RAMESH RAMANATHAN , CO-FOUNDER, JANAAGRAHA, A CITIZEN PLATFORM FOR PARTICIPATORY DEMOCRACY, IN MINT, ON THE BCCI’S NEW CRICKET LEAGUE. try, such as Ahmedabad, Pune and Ludhiana. The company is D’Mart> The luxury lifestyle brand, along with Italian design also firming up house Linea Argenti, is in the process setting up of a manufac- MOVEMENTS/APPOINTMENTS turing unit in Gwalior, to make high-end decorative art pieces in A compilation of some major account and people movements in the last fortnight

 plans to set up an silver. The facility, will see an investment of Rs 10 crore in the > DSP Merrill Lynch has appointed Kevan Watts as its president to provide outlet in London. first phase. further impetus to the firm’s momentum in India. Watts has spent 27 years with Merrill Lynch and worked in New York, London and Hong Kong. Among various The watches will Kingfisher> Travel in time, seems to be the motto as senior positions held, he was also the chairman of Merrill Lynch International. be priced at Kingfisher ties up with watchmaker Hublot to produce a limit- > The Tata Power Company has appointed Deepak M Satwalekar as an $12,000. ed edition of watches. The Big Bang King, as the brand would independent director of the company. Prior to this, Satwalekar was the manag- be known would be made available on board Kingfisher To ing director and CEO of HDFC Standard Life Insurance Company. begin 50 pieces of Hublot’s watches will be sold by next year.

6 The Brand Reporter, March 1-15, 2008 Publication Reach (000s) CPT Index Vanita 777 100 Grehlakshmi 1449 147 Grih Shobha 2428 110 Meri Saheli 1724 135 IRS 2007 R2 TRAI  
      Nautanki.tv> The online video channel has expanded its offerings by including games provided by Games2Win. The t the behest of the Ministry games are accessible through a widget. The move is part of of Information & Nautanki.tv’s strategy to become a platform for content creators. ABroadcasting (I&B), the Telecom Regulatory Authority of CRY> Avataars, displays, videos, India (TRAI) has issued a consul- community development stories and tation paper, that asks if political photo essays, apart from products parties, state governments, pan- like greeting cards, gift articles, chayats and publicly-funded stationery products are a part of bodies should be allowed to own Secondlife.com, where CRY – an television and FM radio channels. NGO working for children's welfare In the past, the governments of – has opened its new virtual office. MEDIA Punjab and Andhra Pradesh had requested the I&B Ministry to allow qualification with respect to religious This is the daily’s DLA> The commuters and shopkeepers of Meerut can them to launch a TV channel and bodies entering the broadcasting third edition in 11 now cut out their siesta and engage themselves in reading cable distribution plat- sector. the Hindi afternoon tabloid daily. The compact, priced at Rs months, since its 1.50 was launched in the city with an initial print run of forms. The regulator TRAI has requested launch in Agra. around 45,000 copies. The daily uses English words gener- feels that if left all stakeholders to reply Will this move ously and is liberally illustrated. unchecked, this trend also affect by March 25. A Supreme can have serious conse- Court judgement of Child> Courtesy, Media Transasia, the international month- quences. channels like 1995 does not allow any ly parenting magazine will be here by April to address the TRAI has kicked off a Sun TV, government body or concerns of contemporary Indian parents. Vatsala Kaul national debate that will political parties to enter Banerjee will be at the helm of editorial affairs. Child is being seek to lay guidelines Kalaignar, the broadcasting or cable brought out under licence from the Meredith Corporation, that define eligibility cri- JaiHind TV distribution business. It USA, which has brought out the world’s premier parenting teria for those venturing was after this judgement brands under its Parenthood Group: Parents, American Baby into the broadcast space. and Kairali? (Union of India versus and Child. The magazine is aimed at urban, professional and As per the consulta- Cricket Association of progressive dads and moms. tion paper, several state governments Bengal) that the Prasar Bharati board including West Bengal, Punjab, came into effect in 1997. At present, the Broadband> Internet companies can now focus more on Andhra Pradesh, Tamil Nadu and “Broadcasting media should be state has a broad- the Karnataka audience, as the state became the circle with even Delhi have over the years under the control of the public as band capacity of the highest number of broadband connections (crossing the sought the Centre’s permission to distinct from the government.... two lakh mark), last month. During 2007-08, broadband facili- start television or radio broadcasting Government control means the con- 3.7 lakh. ty was extended to 700 additional locations in Karnataka, services. trol of the political party or parties in including 330 in Bangalore and 350 in the rest of Karnataka. The I&B Ministry has also sought power for the time being,” the court the recommendations on the dis- had said. ITV has worked NewsX> Vir Sanghvi moves out and in comes Karan Thapar with media out- - in a different role. The yet-to-be-launched English news chan- QUOTE OF THE FORTNIGHT nel has recruited Karan Thapar’s ITV (Infotainment Television) lets including as the editorial advisor for NewsX. The advisory services will We knew that we would not BBC and Channel include a review of progress to date and consultancy on future do a Baywatch. But we wanted News Asia. editorial development of the channel. the programming to be Into Alaska With Jeff Corwin> The new eight part uplifting if not happy series on Discovery, that started compared to the negative on February 19, explores the spectacular beauty of Alaska's tenor which others adopt. wilderness and a fast-shifting SAMEER NAIR, CEO, NDTV IMAGINE, COMMENTING ON THE cast of fascinating wildlife PROGRAMMING ON THE CHANNEL IN BUSINESS STANDARD including bears and wolves. With his passion for travel and animal wildlife, Corwin’s travel encompasses the frozen wastes of the far Arctic-North, and the slopes of the highest mountain, Mount McKinley. A compilationMOVEMENTS/APPOINTMENTS of some major account and people movements in the last fortnight

 > R Sundar has been appointed the chief executive officer (CEO) of Times Business Biztech2TV> It’s getting a bit boring now with Solutions (TBS). Besides being the CEO of the company, Sundar will also be the the Network 18 group announcing one or the other Director of Times School of Management and the Times Centre for Media Studies launch every week. This time it’s Biztech2TV, (TCMS). Simultaneously, Rajeev Gaur has been appointed chief operating officer of TBS. which the company says is TV style programming > Radio One, the joint venture of Mid-Day Multimedia and BBC Worldwide has on the web. Rich insightful stories of ERP, storage, networks, roped in Vehrnon Ibrahim as its National Programming Head. Ibrahim was open source, gurus speaking on innovations, interviews, case holding the same position at Red FM. Prior to that, he held key positions in pro- studies and book reviews can all be seen on Biztech2.com. gramming, including a stint at Radio Indigo. The variety of Pedigree Dogs Rule> Wildlife channel Animal Planet is roles performed clearly enamoured by dogs. The channel has started a 13- ACCOUNT MOVEMENT by dogs and their week long programming slot called Pedigree Dogs Rule. The > Following a multi-agency pitch, RK Swamy BBDO and MPG have been appoint- life-saving capa- series that started on February 19, includes real life stories ed as AORs for UTV Movies, the Hindi movie channel that was launched in late centred on dogs, ranging from astonishing medical break- February. The channel plans to embark on an aggressive marketing campaign from bilities will be throughs emanating from dogs' lives to arresting convicts the first week of March and has earmarked Rs 30 crore for media spends. featured. based on evidence gathered by dogs.

8 The Brand Reporter, March 1-15, 2008

SURROGATE ADVERTISING  
   O&M is the only Ogilvy& Mather > O&M Mumbai is the only Indian agency Indian agency to to be featured in the latest Campaign Brief Asia Creative here seems to be which had earlier been Rankings. O&M Mumbai has acquired two positions in two dif- no recourse for there in the liquor ads. feature in the ferent categories. In the category of Asia's Top Ten Agencies Tliquor and tobacco The companies are thus Campaign Brief O&M Mumbai has been ranked 7th. It has also been declared companies who rely on trying to bypass the Asia Creative the top agency in India in the category of Top Agencies from surrogate advertising. For advertisement ban on Rankings each country (who now have the title of Campaign Brief's surrogate advertising is liquor products already Agency of the Year). Besides this, Ogilvy & Mather Asia Pacific under the microscope in place.” has gained the top spot in the category of Asia’s Top Three Networks. The Campaign Brief Asia Creative Rankings chart once again! In the past, Not safe from The health minister the performances of 184 agencies and 1,223 individual agency the Information and scrutiny has raised the issue as creatives from around the region. Broadcasting Ministry these ads are violative of had banned certain adver- the statutory provisions tisements and issued and defeat the very pur- Wieden+Kennedy > Advertising agencies today are extending their networkto places where their client's have a notices to the channels pose of the ban which stronghold. A case in point is Wieden + Kennedy which and broadcasters asking has been imposed, Products recently set shop in India. In an interview to a leading televi- them to give reasons for employ the sources said. The letter sion channel, Dan Weiden, one of the founders of the company carrying surrogate liquor further stated “A similar has stated that bagging the Nokia account was instrumental in advertisements. same brand trend is being followed their decision to set up a full fledged office in India. This issue has been name and by companies making revived with Anbumani logo which cigarettes, pan masala Hindustan Unilever > The cricket fever in terms of brand Ramadoss, the Union and gutka.” endorsements seems to be catching up on Hindustan Unilever Health Minister, asking they had used Commenting on the country's largest advertiser. the Information and earlier before this, Apurv Nagpal, HUL which has traditionally banked on Bollywood stars to ADVERTISING Broadcasting Ministry to director-marketing, endorse its products is now signing on one of the country’s take action against tobac- the ban was SAB Miller India hottest cricketers Yuvraj Singh, to endorse one of its power co and liquor companies imposed. (whose brands include brands. Industry sources say that the brand in question is indulging in surrogate Foster’s and Hayward’s Lifebuoy though HUL has not confirmed this. HUL's foray into advertising in print, elec- 5000) says, “We have cricket related advertising seems to be a logical progression tronic and outdoor always abided by the since it is fast sprucing up their portfolio of men's personal media. Quoting the PTI, laws of the land and care products. media reports said that advertised legitimate in a letter to the Union brands and brand exten- Information and sions only, after Broadcasting Minister, obtaining all necessary New TVCs PR Dasmunsi, approvals. We will con- Ramadoss has stated that tinue to operate with-in   

“Companies like Bagpiper soda, a responsible framework to reach A couple is trying to bring some zest into their relationship. McDowell’s, Johnny Walker soda out to our consumers.” The man climbs up a fleet of stairs in gusto to greet his wife. At this stage a broomstick vendor appears and asks the lady and Kingfisher mineral waters are These advertisements see surro- if she wants a broomstick. Horlicks is positioned as the ener- using surrogate advertising which gates in the form of audio cassettes, gy drink to keep fatigue at bay so that relationships are need to be stopped.” The letter also CDs, perfumes, golf accessories, exciting. said, “These products have exactly mineral water, holiday packages, par- Agency: JWT the same brand name and logo ties, awards, etc. Creative Director: Swati Bhattacharya Production House: Equinox Copywriter: Chirag Bhasin My view on judging how good an ad: 75 per cent is about how it 

  
 The TVC shows a young boy travelling in a crowded train on a goes about getting my attention hot sultry day where vendors and passengers constantly jostle and the balance 25 per cent is past him and one passenger steps on his toes. This leaves the about its branding and freight boy stressed and irritated. He drinks a natural lemon and lime JAGDIP BAKSHI, CEO, CONTRACT ADVERTISING, flavour of 7UP which instantly refreshes him and puts him in a IN CAMPAIGN INDIA good mood. Agency: BBDO Creative Director: Pankaj Mridul ACCOUNT MOVEMENT Production House: Chrome Films  Director: Amit Sharma > Lintas Media Group has bagged the media duties for Dr Batra's Positive Health Clinic. Lowe has been given the mandate for the brand's creative duties and a new print media campaign. Before this, the media duties for the brand were handled by  
 This TVC shows four young men sitting on a river raft.Each of Dentsu, MPG and Dattaram. them is thinking to himself that the others are far more coura- > Grey Worldwide has bagged the creative duties for Haier's corporate campaign geous than he himself is. Then they all drink a crate each of and consumer durable brands following a mutli-agency pitch. The agency used to Mountain Dew and this instantly infuses courage in each of handle the Haier brand in 2006. Haier will make a substantial investment in its brand them They are all now in the mood for adventure throwing promotion and Grey Worldwide’s mandate will be to further strengthen the Haier caution to the winds. brand, in India. Agency: JWT Production House: The Reel > RK Swamy BBDO, has won the creative duties for V&S Broadcasting, a sister con- Director: Jonathan Parkinson cern of UTV Broadcasting. RK Swamy/BBDO will also handle the duties for the other channels of V&S Broadcasting which will soon be launched.

10 The Brand Reporter, March 1-15, 2008

Population First National Creative Excellence Awards> Population first a Mumbai based NGO, working on population and health issues has instituted the UNFPA (United Nations Population Fund) Laadli National Creative Excellence Awards for Most Debated ADS Social Change. Laadli is an ongoing campaign run by Population First to raise awareness on the issue of sex selection and 
female foeticide. To extend this campaign to cross sections of the society, Population First is running a nationwide contest to  Innovative ad. Abhisek as a tourist guide has done a won- create a pool of promotional material that can be used by derful job to promote Idea among the deaf and dumb. Kakoli stakeholders working on the issue. All entries received till 31st Sharma March 2008 would be uploaded on a web based free open com-  A very nice concept!! conveying both the idea of making Taj munication source, dealing with the issue of sex selection. Mahal and using network idea ... cheers! sugandhi Entries are invited from advertising professionals, creative pro-  Only a waste of money, the IDEA in reality is to make peo- fessionals, art and design students and even freelance ple fools. WHAT AN IDEA. Pankaj Saini individual who believe in the cause. The awards will be given  Mind blowing, awesome. Amit Khanna across seven categories, which include story boards of TVCs,  Its a very confusing ad.i dont think this can help the compa slogans/lyrics, print ads/cartoons, campaign ideas, posters, -ny in any way. ...Neetu Sharama  photography and merchandising materials. VERY CONFUSING ONE....Adhishree

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  Great idea. Though I struggle to see why instead of using Konkona as Konkona, she was used as yet another actress play- ADVERTISING > Balakrishnan B has recently joined MAA Communications Bozell, as their ing a mom. The key to celebrity endorsement is not in a Bengaluru branch head. Apart from his role as branch head, Bala will also spearhead celebrity saying - "I drink it" - but in intelligently portraying a new business initiatives and will be responsible for adding to the client portfolio. His side of their lives that connect with the mass - which brings previous position was with Lowe, Bengaluru as director brand services. them down from the silver cloud to the ground below. > Publicis Ambience has brought Akash Das on board as senior creative direc- Anindya Dasgupta tor. Das was earlier creative director with Rediffusion DY&R. Das will report to  Though the concept is the same..it somehow always Publicis Ambience’s national creative directors Ashish Khazanchi and manges to work well..plus the subject has been handled very Prasanna Sankhe. The allotment of duties pertaining to his set of accounts at well. Konkana is great and a common woman can relate to it.. Publicis is still in the pipeline. Das has worked on brands such as Tata Sky, DNA Its worth watching. Shikha Pandey (Daily News & Analysis), Indian Oil, Incredible India, Discovery , Motorola, Seagram, Electrolux, Business World, Amex and Castle Lager at Redifussion DY&R. Comments are from ‘second opinion’ of agencyfaqs! Only the TVCs which got the maximum comments last fortnight are featured here.

BPL     Billboard *&( ' # is getting more and more eye- catching.  +'
)&) elecom service provider BPL recently launched an attention-grabbing campaign. To announce its Re 1 STD call rate, it used the names of well-known politicians, Tsuch as Sonia Gandhi, Narendra Modi, Jayalalitha and Laloo Prasad Yadav. The outdoor campaign, created by McCann Erickson, employs humorous undertones to get the message across. For instance, one of the hoardings says, ‘Call Jaya amma in Chennai for Re 1.’ BPL wanted to differentiate its service from those provided by other service providers; the latter provide only local calls at Re 1. “We listed the places where most calls were made to, like Chennai, Bihar and Delhi, and the thought of associating these well-known names to unknown faces came up,” says a spokesperson from BPL The campaign is running across Mumbai on hoardings, bus shelters and railway plat- forms. [email protected]

12 The Brand Reporter, March 1-15, 2008 Uttar Pradesh   Is Business News 24/7 Talking Up or Talking Down Stocks?







 


 







 
  







  
 
  
Consulting Editor, MoneyLIFE Magazine Head, Marketing, HDFC Life Insurance MD, Value Research India Anchor, India Business Hour, CNBC

BUSINESS CHANNEL TO MAKE THE BUSI- NO BUSINESS CHANNEL THE INCREASING REPORTERS ARE NOT NESS CHANNELS CAN, OR IS CAPABLE OF, NUMBER OF BUSINESS MEANT TO DISPENSE MORE POPULAR TALKING DOWN AND CHANNELS PROVE STOCK ADVICE. THEY AMONG TRADERS AND TALKING UP THE STOCK THAT THERE IS SCOPE SHOULD PROVIDE ACTIVE INVESTORS MARKET. EACH INDIVID- AND NEED FOR SUCH INFORMATION AND AND TO INCREASE UAL DECODES THE ENTITIES. BUSINESS REPORT NEWS ON THE VIEWERSHIP AND INFORMATION BEING CHANNELS ARE A happenings of the market. reach, channels provide expert aired on the business chan- great service to consumers since Trouble crops up when chan- perspective on investing. The nels. The sad part of the story business news gives viewers nels rush ahead with trading community and active emerges from the tendency of access to valuable information. unverified news. investors verify the facts before business channels indulging We have experts and regulators Hyped stories do cast their following any financial snippet or in ball-by-ball commentary speaking on market issues. Their news. Also the views or position views are helpful when deciding shadow on the stock market. on the status of the market. taken by anchors on TV may not on financial issues. Moreover the Some popular channels have Such talks on TV at times have the power - or scope - to pros and cons about the market signed contracts with a group influence the market. But apart create unusual hype or pro- are clearly pointed out, and the of analysts or experts. I from the trading community the motes false understanding of choice is ultimately made by the believe that viewers need common man too tunes into the financial market. consumer himself. And the very more clarity on such deals. these channels. It is this audi- Also business requires inti- purpose of 24/7 business chan- Analysts who appear on the ence that is at risk of mate understanding, but the nels is to keep track of the programme are supposed to misinterpreting the views. nature of electronic media is market happenings. disclose their interest in the Channels have to realise that the such that our TV anchors We too, at our end, truthfully do stocks that they discuss. This public, which is used to channel expect analysts to reduce our homework and put in hard is done in a cursory manner surfing might end up grasping advice to a single sentence work to bring live news on the at the end of the programme. incomplete information. For that considerably waters market from the point it opens up I don't see why these disclo- instance, a viewer might just down the credibility of the and to the time it closes down. sures cannot run at the catch the news of a particular advice being doled out. So criticism that is pretty general mutual fund being the best but he is not fair to business channels. bottom of the screen so that Business channels seem to be might have hopped on to another the viewer is informed about working with a bunch of channel, and thus, missed the the analyst's/their firm's stock riders that come with investing in anchors who make for good interest even while the views that particular X or Y fund. presenters, though lacking in are being aired. business acumen.

14 The Brand Reporter, March 1-15, 2008

  IPL-SONY  %    %! SET MAX - with BCCI and IPL team owners is set to roll out ad campaigns. At stake is Rs 250 crore. By Sapna Nair

he Indian Premier League (IPL), To begin with, the different parties Tthe Board of Cricket Control in associated with IPL - BCCI, SET “Defying India’s (BCCI) Twenty20 tourna- MAX and the team owners - will roll ment, from April 18, 2008 to June 1, out their respective campaigns in conven- 2008, promises a gala time for broad- March. casters, advertisers and cricket lovers. The entire campaign will be divid- tion is not The 44-day tournament will com- ed into three phases, based on the prise 59 matches, all of which will be roll-out. “These will definitely be in the for- telecast at prime-time, 8 to11 PM on sync with one another and will be a all days, on the official broadcast progressive campaign,” informs mula for channel, SET MAX. Sneha Rajani, business head, SET On the days when there are two MAX. BCCI is believed to have set success” matches, the 4 PM to 7 PM slot will the ball rolling from March 7 also be utilised. MAX’s onwards. BCCI’s cam- popular property, Extraa The pro- paign will have two Innings will be aired phases - Launch Phase before and after the motions and Phase 1. he reason why Sathya Saran, ex Editor of Femina, one of India's leading matches, roughly for As BCCI rolls out women's magazine took up journalism was, by her own admission, about an hour. All par- will run Phase 1, after March 15, Tbecause she couldn't do anything better. “Writing is not just my profession ties are set to roll out the respective team and passion, it has helped me understand myself and the world better. The mega promotional cam- throughout owners will begin pro- moments which have inspired me to do something good, or alter my train of paigns that will run the tourna- moting their teams. thought have more often than not been connected to writing,” she reminisces when throughout the tourna- Towards the end of asked about the defining moments of her life. ment. ment. March, SET MAX will “When I had joined Femina in 1979 as a sub -editor, I was handed the fashion beat and my job essentially was writing captions for fashion photographs. Fashion photography and for that matter, even the fashion industry was not too sophisticated in those days and the beat seemed mundane. But I observed the nuances of the then existing fashion trends and experimented with words to infuse a different meaning to each photograph. This did the trick. My editor remarked that the fash- ion page had started to look interesting.” Just as things were looking up, Saran was told that she would be han- dling the food beat, not fashion. “My first reaction was to go to the wash room and cry. But I promised myself that I would have as much fun with the food beat as I did with fashion. I realised that we have no con- trol over the situations in life but our attitude can make a big difference. That was my first conceivable defining moment,” she says. During her early years in Femina, Saran had few experiences which shaped one of her life's convictions – if an idea is good, people eventu- ally accept it. Describing the incident, she says, “A considerable amount of my work around this time involved page making and desk work. Those days digital photography and graphic art was less in application like it is today. This posed limitations in exploring different creative for- mats. We had to place a picture of Wendell Rodricks on the front cover. All we had was a laser print of a crayon shaded black and white photo of his face. The editorial policy required it to be printed without much modification but I took creative licence and tried every technique at my disposal to give it a more jazzy and colourful look. My editor was furi- ous. But when the readers appreciated this somewhat new look, my editor realised it probably was not a bad idea to experiment at times.” A person who stood out the most in terms of making an indelible mark on her psyche was her editor, G T Parande, in her first job in Hitavada, a daily in Nagpur. “He was modesty personified and approachable. He exemplified the values which are intrinsic to journal- ism. Sadly, he died in an accident while he was driving a truck to deliver papers to the outskirts of Nagpur on a day when the driver had taken ill,” she says. Such experiences taught Saran that, “Defying convention just to be sensational or different is not the formula for success. What works is when one has comprehension of the basics of journalism and initiates a Now that the format is shorter, the crowd, will multiply. style or genre of writing, which relates to the psyche of the reader.” As told to Proyashi Barua "#%% %%>>

16 The Brand Reporter, March 1-15, 2008 

 
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PROFILE I BHAWANA SOMAAYA I SWASTIK MOVIES I << "#% % %


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No Sensationalism roll out its IPL campaign. “We will be running promos across our network channels, Sony, SAB, MAX and friends were planning to get into jobs, PIX,” says Rohit Gupta, executive she wanted to pursue post- graduation. vice-president, advertisement sales She enrolled in Government Law and revenue management, SET. College, while continuing to write for “The focus of our campaign will the newspaper. It was then that some- be ‘entertainment’, to get viewers one senior from the industry told her hooked onto the matches,” he adds. that doing a journalism course could Estimates suggest that Sony help her hone her journalistic skills. Entertainment Television will spend “So in the morning it was law and upwards of Rs 30 crore on the pro- evening, journalism,” she says. motions. Her career took off post that. “In There will be various stages and 1981, I joined Super magazine as chief various levels. “It’s an extremely reporter. I then went on to become the complex and robust promotional assistant editor for Movie in 1985.” Four activity,” Rajani says. “The most years later, the Chitralekha Group important fact is that the campaign made an offer to her to join as chief will not just run till the tournament editor for a film magazine called g. starts, but throughout the tourna- “This magazine was first of its kind. ment,” she adds. Full of glossy visuals - and most impor- tantly - it was the first non-gossip magazine.” In August 2000, Indian Estimates suggest Express Group made an offer to that SET will spend Somaaya, asking her to come on board Screen, its film weekly. upwards of Throughout her career, Somaaya claims to have stayed away from sensa- Rs 30 crore. tionalism. Her writings about film stars were a reflection of her observations of BCCI’s IPL campaign is executed human beings and getting insights by O&M, while MAX’s campaign from their lives rather than relying on will be done by TBWA. BCCI’s their personal lives. The philosophy of campaign will highlight the game Screen, she says, matched her profile itself and MAX will talk about the and ideologies. She spent a “fabulous” entertainment aspect of IPL. Each of haratanatyam classes, academ- seven years there. In 1998, she turned the team owners - there are eight of ics, a disciplinarian father and “It was my her attention to books and since then them - have entrusted different ad Ba family which frowned upon she has churned out one book a year. agencies to create the communica- subscribing to - or reading - film friends who Her first was on Amitabh Bachchan tion plans. Their campaigns will be magazines. From such an environ- titled Amitabh Bachchan -The Legend. In aimed at building profiles of their ment to becoming a Bollywood helped 1999, she wrote Salaam Bollywood. teams, creating awareness about journalist would seem a far cry. But Bachchan’s book was a coup of sorts, their teams, team names and logos Bhawana Somaaya made the transi- me stay since the actor hadn’t spoken to the and popularising team players, tion without sweat. media for 15 years then. “From the thereby creating a fan following. The former editor of Screen was grounded time I was a reporter, till the time I The IPL teams are owned by Red offered a choice by her father towards became an editor, he was the superstar. Chillies Entertainment (Kolkata), the end of her schooling: dance or in reality.” I had so much information on him that Deccan Chronicle (Hyderabad), academics? She decided to study. I decided, I could write a book,” she Reliance Industries Ltd (Mumbai), Somaaya pursued BA in Psychology from K C College says. She put it all on paper and showed it to him. After Preity Zinta, Ness Wadia, Karan Paul in Mumbai in 1975. Whilst there, she wrote for the pondering over it for three days, Bachchan said “Yes”. and Mohit Burman(Chandigarh), college magazine. During the first year, she stumbled After seven years in Screen, she took a five-month Emerging Media (Jaipur), India upon a newspaper ad from a publishing house in sabbatical from August 2007 to ‘reflect’. After that, she Cements (Chennai), GMR Delhi, looking for college girls with a flair for writing. finished two books, a teleserial and a film script. Holdings (Delhi) and the UB “At that time my parents weren’t around, so I decid- Recently, she was approached by Vikas Seth and Group (Bangalore). ed to give it a shot,” she says. When she realised that it Siddharth Kumar from Swastik Pictures and she According to close watchers in was a job for a film magazine, she wasn’t interested. “I couldn’t say no. She joins them as head of new busi- the industry, the promotional activi- had never read a film magazine,” she states. But she ness development and creative consultant. ty is backed by exorbitant amounts agreed since she had “nothing” to lose. “They weren’t in favour of regressive serials. We of money from all stakeholders. The “For me it was an adventure in the absence of my would make a great team because they are young and overall figure could be as high as Rs parents,” she chuckles. The offer was for a film bubbling with enthusiasm while I am experienced and 250 crore, with BCCI spending reporter with a pay of Rs 500, but Somaaya declined. can offer a vision to their dreams,” she says excitedly. close to Rs 50 crore and each of the They kept persisting and she gave in. Towards the end In her free time, which she hardly gets, she catches team owners putting in about Rs 20- of 1977, when she was in the last year of BA, she got a up with friends. “I think if I have been grounded 25 crore. IPL has been creating a stir call from the Free Press Journal. They wanted her to despite dabbling in show business for more than two in the media circles ever since it was write a column called ‘Casually Speaking’ for Cinema decades, it is because of friends,” she declares. announced; the great PR effort will Journal’. She accepted it. After graduation, while her [email protected] add to the curiosity surrounding it. [email protected]

18 The Brand Reporter, March 1-15, 2008 



  




   



  







  

  



 

 






 



 


 

 

 


 

    





 



     



  

 
 


 
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ho’s Th at W “I don’t force my lis- teners to tune into me. I cannot be loud as an RJ – music, anyway, is loud these days” Music section. I never intended to take radio as a full time career. It’s a hobby that pays me now.” How does he juggle between the maddening deadlines, client pressure, unrealistic timings, and long work hours in advertising to come up with this radio presentation? “Broadcasting,” he explains, “is a passion and my passion does not
   interfere with my work. It’s not difficult as I do it only once in a week.” How does he manage to hold the attention of office goers, young college students, and dedi- 
  cated music lovers looking for a different musical experience?  
 


 






 
  Says Laikh, “I don’t like to force my listen- ers to tune into me. I cannot be loud as an RJ – 




 


 
By Rachit Vats music, anyway, is loud these days. Matchless Music Hour is a crowd-puller because of these ajesh Laikh’s day job is as associate vice dabbled as a television host and quizmaster for virtues.” president of ad agency, Innocean seven years on Doordarshan, worked in advertis- Laikh started his career with Shems RWorldwide. But if you tune in to AIR FM ing, started his own business (which did not take Advertising. He did a lot of work on Rainbow’s Matchless Music Hour on Thursday off) and then came back to advertising. Besides Wonderfloor and USHA. He then worked with mornings, you will find a cool-as-cucumber Matchless Music Hour, he hosts two other shows Speer Communication, which later merged voice bringing on Roger Waters, Steven Tyler or called Business Mantra for AIR FM Gold station with O&M and became RMG David. After a Jimmy Page among others. That voice belongs to and the LiveWire show for FM Rainbow. shot at setting up his own business, Laikh none other than Laikh. Says Laikh, “I was in college and radio just hap- joined Rediffusion DY&R. In 2006 he joined The RJ-on-the-side, stepped out of college (St pened to me. Yuv Vani was the beginning and then Innocean Worldwide. Stephens, Delhi) in 1997, completed his MBA, one thing led to another. I then joined the Western [email protected]

PARLE MARIE       
 


 
 
 
  
 

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 By Surina Sayal arle Marie, which was known as tagline, ‘Baatcheet, bakbak aur Parle Parle Marie Choice until about Marie’. Pa year ago, has released its first In the TVC titled Kitty Party a Grey, says, “We’ve taken various situa- parts of Mumbai, the films were campaign post the re-launch. The group of women exchange views tions, across various age groups, where directed by Aniruddha ‘Oni’ Sen and communication seeks to entrench the about weight loss, their mothers-in- the feeling of ‘adda’ can be captured. shot by Hemant Chaturvedi. biscuit in the Indian ritual of chitchat law, and the problems of daily life, We’ve used conversation topics we feel According to Kulkarni, ad spend over chai. like power cuts. In the last TVC, would be used in such gatherings.” for this campaign was close to Rs 1 The campaign consists of three young girls use computer parlance to Jacob explains that the tagline, crore. Besides television, the media TVCs. The first features a group of talk about boys. ‘Baatcheet, bakbak aur Parle Marie’ also mix includes print, outdoor and retired men, enjoying tea and biscuits. Praveen Kulkarni, GM-market- came from the same idea of conver- some activity at retail and dealer lev- One narrates an incident, when a lady ing, Parle Products, says that the sations and light-hearted chitchat els. Parle Marie’s last campaign was at his door, asked him if he was mar- campaign was initially done for West made complete by the presence of for Parle Marie Choice, with the idea ried. The others ask him - what Bengal, since ‘adda’, as it is popularly Parle Marie. The campaign is a that ‘Chai toh ek bahana hai’. The happened next? He reveals that she called, is an integral part of Bengali reflection of how Indians behave. brand’s primary target audience was only a “Censuswaali”, listing the culture. “Also, Bengal is a big market The films don’t feature any back- comprises housewives in the 25-45 family members. In the same TVC, for Marie biscuits, but Parle Marie ground score either. “The dialogues age group. The secondary audience another retired man relates an inter- wasn’t making any headway there. are pretty entertaining,” says Jacob. comprises all adults. esting conversation with a lady from a So, we decided to launch the cam- Parle decided to take the cam- Parle Marie has a share of about call-centre. In the final shot, one of paign there first,” he says. paign national after the Bengal eight per cent in the ‘Marie’ category. the men reaches out for the pack of Conceptualised by Grey, the writ- experiment ‘clicked’. Production In terms of volume, the Marie cate- biscuits, but finding it empty, quips, ing credits go to Mangesh Someshwar, house Illusion Films, which shot the gory sees sales of about 13,000 tonnes “Yeh lo, yahan bhi wrong number.” The Sunil Drego and Shalini Dam. Brijesh Bengal films, was used for these per month, in the approximately Rs ad ends with the product shot and the Jacob, executive creative director, three films as well. Shot in different 6,000-crore biscuit market.

20 The Brand Reporter, March 1-15, 2008 


  
  

 


  

   


 
 



 
 
 
  

 

  



 
  

 
 



 
 
  

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  THRIVING ON CUSTOMER INSIGHT Two decades ago, it would have been difficult to imagine that India could shape the global marketplace. This book uses the macro angle and the micro angle to look at the strategic management of Indian companies. Excerpts:

antaloon is among the pioneers 1980s. Besides indifferent produc- multibrand outlets. Shopper's Stop Pof organized retailing in India. It tion consistency, the wholesale and established a 25,000-square-foot registered very high growth rates in retail trade network was not oriented (2323-square-metre) store in the recent years to emerge as the largest to readymade clothing. Mass-pro- Mumbai suburb of Andheri in 1997, retailer in the country by the end of duced, branded products, such as styled in a manner similar to depart- 2005. Pantaloon maintains a high Proline T-shirts and Flying Machine ment stores in overseas cities. profile and is trying to be present in jeans, generally catered to peripheral Pantaloon replicated this in Kolkata, most formats and product markets in needs and to small segments in large where it had some presence through the retail sector and has lined up cities. In the early 1990s, conditions dealers and shops, and established a ambitious expansion plans. With a enabling the growth of readymade 20,000-square-foot (1858-square- market capitalisation of Rs 1,668 clothing in India started emerging metre) store in the suburban shop- crore in April 2005, it occupied the due to factors directly and indirectly ping district ofGariahat. It was posi- 136th position in corporate India. related to economic reforms. tioned as a family store and stocked The company was incorporated The opening up of the economy merchandise for men and women, in 1987 as Manz Wear, with the permitted the entry of foreign brands and for different age groups. intent of being in the readymade like Benetton and Levi's and the Pantaloon stocked, almost in equal garments business. Kishore launch of brands such as Louis proportion, three categories of Biyani, the founder, came from a Philippe and Van Heusen by Madura goods: own manufactured and family steeped in the cotton and branded (as private labels); out- textile industry. It was among sourced and private labelled; and the first companies in India to other established external brands. launch readymade trousers, The Gariahat store was air-condi- under the brand name tioned and self-service, both of them Pantaloon. The product range novelties for most customers, and it was expanded to include shirts, den- attracted high customer footfalls ims and blazers, and one more brand, from the beginning. COMPETING WITH THE Bare Necessities, was launched. The Pantaloon made several innova- company developed a sales network tions based upon insights into cus- BEST: STRATEGIC MAN- of 300 dealers, covering most metros tomer behaviour, such as the returns AGEMENT OF INDIAN and large cities in India. with no questions asked policy to COMPANIES IN A GLOB- The name of the company was generate a relationship of confidence ALIZING ARENA changed to Pantaloon Fashions India and trust with customers and wide in 1991, and it made a cash-at-par and open display racks instead of the IPO of Rs 3.65 crore in 1992. The rows and aisles format prevalent in Author: Rajnish Karki product range was expanded to men's Biyani: Pioneer of organised retail overseas department stores, on the shirts under the brand name John in India assumption that Indians generally Excerpted with permission Miller in 1994 and to women's salwar shop in families rather than alone. from Penguin Portfolio kameez under Shrishti in 1998; other Coates, which set up exclusive stores Emphasis on private labels and women's and children's wear prod- in the high streets of major cities. economies of scope allowed the ucts and knitted T-shirts were added This spurred many Indian compa- company to keep prices comparable along the way. The company started nies like Bombay Dyeing to launch to other high-street small stores, setting up small shops called branded readymade garments. In while keeping the margins attractive Pantaloon Shoppe, to display the addition, sociocultural changes and a and significantly more than that of a entire product range and cater to the now liberalised media pushed dealer-based branded garments busi- high-density customer locations, for through the demand, not only for ness. example near railway stations in readymade garments but also for the The Kolkata store turned prof- Mumbai. The market positioning creation of branded retail outlets in itable within a couple of quarters, theme running through the products major cities. Pantaloon already had a and Pantaloon followed it up in 1999 and brands was that of consistent few small-sized exclusive outlets in with a similar sized store in quality and of fashionable wear at operation and had developed a base Hyderabad and half a dozen slightly affordable prices. for the production and procurement smaller (about 5000-square-foot, or India has conventionally been a of apparel for mass selling. 465-square-metre) stores in different 'stitch and wear' market for clothes, With the demand and supply side cities. The company's belief in retail and branded readymade garments factors falling into place, it was a rea- opportunity was underscored by the were launched only in the mid sonable step forward to set up larger, decision to change its name to Some notable features of the institutionalised organization structure were the combination of location- based store management and product-based category management functions.

22 The Brand Reporter, March 1-15, 2008 !

 
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Pantaloon Retail India Ltd. It made in late 2000 under the guidance of a pensation system and tried to link the orientation of the cities, for use of the media to project the strategy consultant. Adding convic- them with performance vis-a-vis tar- example, 'cashew at the price of potential of organized retail in India tion to the positive market response gets and responsibilities. To manage peanuts' in Kolkata and 'a pitcher of and its strategic intent. ICICI Ltd, and the experience of running the transition of a family-owned beer at the price of a mug or half a from its venture capital arm, made an departmental stores in multiple company to a professionally man- pint' in Bangalore. Product offerings equity investment of about 10 crore cities, the company outlined the aged one, an innovative supervisory were expanded beyond apparel to rupees in early 2000. Pantaloon strategy of fast retail expansion and a board was created to isolate and align include household plastic goods, opened two department stores, of plan to take its business to Rs 1,000 family perspectives with that of busi- kitchen utensils, electronic goods, about 30,000 square feet (2787 crore in five years. Taking its cue ness and organization. At the end of sweets and confectionery, eye care square metres) each, in Chennai and from trends overseas, where dis- 2000-01, Pantaloon not only had a and spectacles, and most importantly Ahmedabad, taking its retail space to count stores-which focus and com- sound base of retailing operations food items and vegetables. It was a nearly 2,00,000 square feet (18,580 petitively position themselves on and experience but also a new strate- big step for Pantaloon as a company, square metres). Readymade apparel ever lower and most attractive gy and organization design as a guide and it appointed consolidators for constituted the bulk of sales and prices-account for over 60 per cent and enabler, that is, a corporate con- new and unfamiliar categories and store space allocation, of which of retail sales, Pantaloon envisaged figuration for the future. asked local shopkeepers to occupy menswear was the strongest and the launching such stores in India. Large format department stores space or kiosks within the Big Bazaar largest component. Its own branded It also decided to move to an insti- were now becoming a visible part of stores. In effect, the store aimed to and manufactured goods account for tutionalized organization design, the landscape of Indian metros and cater to most needs of a household. over 50 per cent of the sales. with formalized roles, responsibili- large cities and were gaining accept- Food items, especially, were expected Pantaloon developed an under- ties and reporting relationships. ance as a shopping destination. Along to induce weekly or frequent visits, standing of the retail patterns over Some notable features of the organi- with Pantaloon, the two major com- far higher than to apparel-oriented petitors, Shopper's Stop and Trent, department stores. had marked a presence, and The margins in Big Bazaar con- On its Way announced plans to have multiple tinued to be attractive as sales chan- FY01 FY02 FY03 FY04 FY05 stores in metros and penetrate fur- nel costs in India are high and the ther into the next dozen or so cities. company could afford to pass part of Sales 177.0 276.0 442.0 655.0 1084.0 While Trent and Shopper's Stop disintermediation benefits to cus- Operating Profit 17.1 24.4 39.4 54.6 87.8 arguably had a much stronger finan- tomers and live up to its claim of cial position and backing, the stores lower cost than anywhere else. Profit after Tax 7.4 8.0 12.8 21.I 33.7 had a similar look and an apparel- Besides, a discount retailer has the Shareholder Funds 154.0 172.0 185.0 95.0 221.0 based product format. However, advantage of economies of scope, these stores were primarily attracting through lower per unit marketing Net Current Assets 56.0 84.0 97.0 151.0 246.0 the upper and upper-middle income costs due to repeat customers, Note: All figures in Rs crore for Pantaloon Retail India Ltd, the flagship company, is classes, and organized retail had not impulse driven increased sale per from the financial year July to June. E..g. FY01 corresponds to the period July 2000- yet reached the masses. Pantaloon customer, apportionment of costs June 2001.Operating profit is the profit before interest, depreciation, tax and extraor- started working on its intent of open- over a large product portfolio and dinary items. ing discount retail stores and using better negotiating power with sup- pliers. The response was interesting seasons and months and also the dif- as not only the lower but also the ferences among regions in India. It higher income groups started visiting developed approaches and capabili- the stores. ties to time the launch of new stocks The company not only intro- around the holiday season in sum- duced discount retailing practices of mer and the festival season in overseas stores but also made autumn and to push sales during lean insightful innovations. For instance, periods through discount sales. In while the customers appeared ready 1999-2000, it also developed capabil- to switch to Big Bazaar for groceries, ities to identify and manage suppli- the company introduced home ers, recruit and induct personnel at delivery services for purchases stores, and handle customers and beyond a certain level. Other useful cash flows. It also invested in creat- steps were deep discounting of slow- ing an ICT -based system to track moving items or carefully identified stores centrally. The organization 'loss leaders', which were then adver- was entrepreneurial and task orient- tised in local newspapers to attract ed and showed considerable innova- customers, and elaborate store pro- tion and fast responsiveness. It dis- motions employed to sell more. The played distinct competencies in company learned and refined its sell- identifying and negotiating the store ing, procurement and administrative locations and in promoting the approaches in Big Bazaar over time. launch and activities of stores with zation structure were the combina- lower prices as a hook to attract the By the end of 2001-02, Big Bazaar minimal resources, especially tion of location-based store manage- middle bulk of the population. had emerged as a proven format for through the use of media. It also ment and product-based category It almost simultaneously the Indian mass market. started recruiting graduates from the management functions; the constitu- launched its discount store, Big Pantaloon, which had dabbled in National Institute of Fashion tion of a separate project group to Bazaar, in Hyderabad, Kolkata and the entertainment sector, decided to Technology (NIFT) to handle spe- manage activities until the launch Bangalore in late 2001. The store's focus totally on retail. Organisation cific groups or categories of prod- and stabilization of a new store; and slogan, 'Is se sasta aur accha kahin design was refined with the addition ucts, centrally. the creation of a business council to nahi', in the vernacular, captured the of three new categories specifically With the basic building blocks of integrate and synergize the activities idea of best value at lowest prices. for Big Bazaar and fully putting in business and organization evolving of various functions. Detailed plan- The stores were launched with a place the zonal management layer for along with experiences at multiple ning and review mechanisms were city-based campaign highlighting the store operations. locations, Pantaloon undertook a also created and the company slogan in Hindi or in the local Given India's size and population, forward-looking strategizing exercise announced a new grade and com- Janguage in a manner that tied with the proven formats for lifestyle-

24 The Brand Reporter, March 1-15, 2008

  based and value-based retailing and provide integration of burgeoning an evolved corporate configuration, store operations, at one level lower Pantaloon was now staring at a huge than the CEO. market opportunity. It needed The performance management resources, financial and human. The system was strengthened and robust- company was able to make a con- ly aligned with responsibility posi- vincing case to potential investors, tions throughout the organization, through strong presence in the with the implementation of a score- media and direct interaction with card, in which the parameters and bulk or institutional investors. From the targets are set at the beginning of mid 2002, when an international the year and tracked routinely. The fund made a bulk investment for the culture of the company combines first time and at three times the pre- entrepreneurship, especially at the vailing stock price level, Pantaloon top, with the data-based rigorous mobilized investments increasing at management approaches. large quantums, in terms of both size In effect, 2004-2005, records the and pricing, over the next two years. alignment between the environment Gradually, it attracted more and the corporate configuration, and renowned institutional investors, so its impact on performance. that by mid 2004 financial resources Operating profit at 8.1 per cent ceased to be a constraint. and net profit at 3.1 per cent of sales With the increasing profile and is not much lower than that of over- retailing formats and capitalizes on of the customer's wallet. Strategic visible success of the company, it was seas retailers, though the company the availability of such properties in investments, such as 51 per cent able to attract management person- could improve it through economies the country and the company's stake in the Indian franchise of nel of a high calibre. It also tied up of scope and network and through standing and managerial capabilities. Marks & Spencer, provides access to with two management institutions learning curve efficiencies. In 2004- It takes its own two retailing for- the top-end customer segment and for training graduates attuned to 05, Pantaloon took the strategy fur- mats-now clearly segregated into international retail trends and prac- retailing in general and Pantaloon in ther with the launch of the shopping lifestyle-based Pantaloon stores and tices; in Liberty shoes, the benefits particular. The large manpower mall concept, and by making strate- value-based Big Bazaar stores-rapid- of stake in an important retail prod- required in the stores was recruited gic investments in suppliers and ly forward and ensures best possible uct category; and in Galaxy locally and made shop-ready through supportive retail formats. Its shop- location within the Central malls. In Entertainment, entry into the leisure rigorous training. The position of ping mall, called Central, takes the addition, the company gets to have a and entertainment segment of cus- chief operating officer was created to company's presence to very large say and share of a higher proportion tomer spending. get an unbeatable team in just 5 minutes 
PEPSI Ringing in Change Long after   positioning as Yehi Hai Right Choice Baby, the cola major hopes to take its target group to an alto- gether new youthful land. 
 
  fter Hindustan, Afghanistan and Pakistan, Hearing the noise, Padukone’s elder brother, SRK, angrily to his sister. it’s now time for Youngistaan. In a new star- walks out and demands to know where Kapoor is This script was selected after trashing some 20- Astudded campaign for Pepsi, JWT has made from. Kapoor spots a broken neon sign nearby, 30 scripts, reveals Karnik. To add to the yet another attempt to capture the attention of which reads ‘Young Hindustan Supermarket’, but entertainment, Padukone’s name in the ad is young minds by creating ‘Youngistaan’. only some alphabets are visible. He creates a new Shanti, as it was in her debut film, Om Shanti Om. According to Soumitra Karnik, vice-president word out of the visible alphabets, Youngistaan. He “We wanted Ranbir to discover the concept of and executive creative director, JWT, Youngistaan is pretends to be a robotic figure from another land, Youngistaan accidentally – the idea was to show not so much a place as it is a state of how the young improvise really fast in mind of today’s youth. “While the term the face of trouble,” says Karnik. The ad is new, what it stands for – the GenNext has been directed by Abhinay Deo of attitude – is not new,” asserts Karnik. Ramesh Deo Productions. Youngistaan is the expression given Punita Lal, executive director, mar- to individuality – the need to do one’s keting, PepsiCo India, says, “The own thing. “As Pepsi is a youth brand, Youngistaan idea captures the energy, we thought of coining a term that excitement and irreverence of the young, encapsulates the TG and brands this confident India.” generation,” he explains. Hari Krishnan, vice-president, JWT, The TVC features brand ambassador adds, “Youngistaan is a feeling that is rac- Shah Rukh Khan (SRK) along with the ing through every youthful nerve in the two current hot stars, Ranbir Kapoor country today. Pepsi will simply tap this and Deepika Padukone, who play the role of young and says he is there to safeguard Khan’s sister. energy and help the youth express this emotion.” lovers. The setting is late night, and Kapoor is drop- Overjoyed, Khan allows Kapoor entry into his The ad is being supported by radio, outdoor, ping Padukone home. Typically, Kapoor wants to house and to Padukone’s room, where the couple web and wireless media. The campaign will enter her room. He uses the excuse of wanting to enjoy their privacy and the Pepsi, while the super encourage contests, inviting youngsters to talk of drink Pepsi. Padukone denies him access stating comes on, ‘Yeh Hai Youngistaan Meri Jaan’. Cut to a what Youngistaan means to them. They may even that her ‘bodyguard’ brother (SRK) is at home. shot of SRK holding the broken dish antenna in be invited to create ads themselves on the Undeterred, he tries to climb up to her balcony his hand, wondering why the television isn’t com- Youngistaan concept. using the support of a dish antenna, but falls down. ing on. Putting two and two together, he calls out [email protected]

REDIFF.COM       
jumps on the bandwagon of social cause to create a buzz in the online space. 
 
 

ediff.com has launched two ated by Network Advertising. television commercials, each Manish Agarwal, vice-president, Rdealing with separate social marketing, Rediff.com, talks about causes. the insight for the ad. “The percep- GreenPly. While TATA Tea took on do something about these issues, The first TVC deals with the sub- tion is that the youth want to speak the arrogant politician, IDEA with this effort, can create volunteers ject of eve-teasing and follows the up and be part of the change they crossed all barriers of language, caste and can move into physical mobilisa- script, “Jo galat hai vo rok ke to dekho. Jo want to bring in, not just be passive and community by replacing peo- tion or donation. For open spaces, we sahi hai vo bol ke to dekho. Ek Rediffmail observers. Internet, with its 16 mil- ple’s names with their mobile have this organisation City Space, bhej ke to dekho. Jinme josh hai, unko lion mail users in this country, has numbers. Agarwal emphasises that which wants people to physically jaga ke to dekho. Ek Rediffmail bhej ke to become a central part of their lives. Rediff ’s ads are not just following a come together to make a statement dekho.” The mail has an element of viral trend; the social initiative will to the government. The microsite is The second TVC tries to address built into it. So, we decided to use indeed help people to stand up for getting a lot of feedback, which helps the requirement of open spaces with, mail as a tool in the hands of the the right cause. For the same reason, the NGOs.” “Jo sahi hai vo bol ke to dekho. Jo haq hai youngsters – to initiate that spark the portal has designed a specific The campaign will also extend to vo maang ke to dekho. Jo galat hai vo rok and continue with what they feel microsite, Act.rediff.com, which the print medium, outdoor advertis- ke to dekho. Ek Rediffmail bhej ke to about the cause and mobilise like- allows users to lend their support to ing, on-ground promotions and dekho. Jinme josh hai, unko jaga ke to minded people on the net. Hence, any of the two causes and to access Internet advertising. For on-ground dekho. Ek Rediffmail bhej ke to dekho.” we thought of the idea – ‘Ek Rediff details of the various NGOs listed promotions, the partnership with In both ads, the protagonists mail Bhej ke to Dekho’.” with Rediff.com’s social initiative. HT (Hindustan Times) was an obvi- mobilise the movement by sending Lately, a number of ads have Speaking about the association ous one, as HT has been out emails from their Rediff email touched on reality issues, including with the NGOs, Agarwal says, “The championing both the causes accounts. The TVCs have been cre- those for TATA Tea, IDEA and NGOs that have the wherewithal to [email protected]

28 The Brand Reporter, March 1-15, 2008 get an office at home in just 5 minutes  SET-PIX Gateway for India The new reality show hopes to teach the audience the finer nuances of filmmaking. By Sapna Nair

IX, the premium English-movie channel The first episode, telecast on February 24, was from Sony Entertainment Television an introduction to all the contestants, their back- PNetwork has rolled out a show which may grounds and films. In subsequent episodes, the break its monotonous TVRs too. The channel, for a contestants will be asked to execute a film-orient- change, is letting others tell stories, through a show ed task in order to test their creative and called Gateway. The 12-episode series, shot at direc- filmmaking abilities. tor Subhash Ghai’s film school, Whistling Woods in In the beginning, the contestants will be paired Mumbai, is telecast every Sunday at 10 PM. in groups of two, but this will change as the show Produced by actor-model progresses. Every week, the Milind Soman’s company, Face weakest team or filmmaker Entertainment, the show will The winner gets will get eliminated by the jury, open the gates of Hollywood to an eight-week which comprises renowned the deserving. The winner of filmmakers, Amritraj, Rajat the show will be awarded an internship with Kapoor and Anurag Basu. Aaron hopes, will attract new viewers. He says, eight-week internship with Other Indian directors like “The show is about filmmaking and one of our Ashok Amritraj’s Hyde Park Hyde Park Subhash Ghai, Karan Johar objectives was to demystify how films are made Entertainment and will go on and R Balakrishnan (Balki) and add a little mass appeal.” The channel will to direct a film for him. Entertainment. will also be part of the jury. ensure that the show has the requisite drama and PIX’s business head, Sunder There will be no audience conflicts to hold viewer attention. Aaron is excited, as it is the channel’s first Indian participation on the show. Aaron reasons, “It’s a The show has been heavily promoted across show. He talks about the five-month-long selection reality show, at the end of which the winner will bag cities through radio and outdoor campaigns. procedure. Interested people had to send in a 3-4- a big Hollywood project. There’s a lot of money Gateway will be promoted online through minute short film in any format. Only 50 entries involved in this, so the winner has to be carefully rediff.com. The website will bring in an element of were filtered down from the 1,000 entries that came chosen by people who understand the business.” interactivity, using its video platform ‘Rediff from all over India. After interviewing these, PIX Amritraj, chairman and CEO, Hyde Park iShare’. Besides, viewers can interact with the con- handpicked the final 18, who will now compete on Entertainment, believes that Gateway will be the testants on www.gateway.rediff.com. television. bridge between India and Hollywood. Gateway, [email protected]

FANTA commercial ends with the new tag So, we decided to marry this thought line ‘Fanta ka New Orangy Blast – with the new Fanta formulation.” Laga Kya?’ He nods, now lying on Fanta will also sport a new logo -
   
  the ground, finally satisfied. a round Fanta ball that conveys the The TVC is scheduled to go on ‘creation of a massive orangy blast’. Get ready to cool the upcoming summer season with air on all leading TV channels this The logo has been designed by Fanta and its new campaign. By Surina Sayal month. Preeti Koul Chaudhry of O&M. The campaign also employs a fter launching ‘refreshing’ unique ‘multiply messaging’ format brand communications for conveyed through three TVCs in Aits Sprite and Minute Maid varied formats using both real and brands, Coca-Cola India has animated characters. The animated launched a new campaign for its films deliver the same idea, but with orange-flavoured beverage, Fanta. a twist. In these, the Fanta Ball helps The campaign has been designed to a ‘victim’ out of a situation. convey the new ‘orangy blast for- For example, in one spot, an ele- mulation’ that promises to offer a phant teases ants. The ants in turn better taste experience. get back at him by drinking the bev- As always, Fanta’s communica- erage, whereupon, the Fanta Ball tion focuses on building a stronger comes to their rescue by smashing connect with the youth. According the elephant. Similar situations have to Venkatesh Kini, vice president, skateboard with his legs tied togeth- The campaign has been concep- been depicted in the other spots. In marketing, Coca-Cola India, “Fanta er and breaking bricks on his head at tualised by Titus Upputuru and one of these, the ball comes to the is known for its ‘orangy’ taste expe- a karate class. The youngster also worked on by Sohini Pani, both of rescue of a kid in a park who wants rience. We took up the challenge to tries to get himself hit in the face Ogilvy & Mather (O&M). Shot in to sit on the see-saw; and in anoth- enhance this by launching the new with a golf club. Goa, the film has been produced by er, it helps the police nab a thief. orangy blast formulation.” However, all this doesn’t work, Soda Films and directed by Rajesh The animation in the TVC as The new TVC shows a young until he drinks a bottle of the orange Krishnan. well as the animated spots have been boy trying various methods to expe- liquid. A gush of Orangy Blast from Titus Upputuru, senior creative done by production house Chingum rience a ‘real blast’. His friends try Fanta and he is swept off his feet by director, O&M, says, “Today’s Chiclet and directed by Ruchi Pande to help by ramming him into a pole a big, animated orange ball that youth’s catch phrase is, ‘Oh, I’m so and Mayur Tekchandaney. while he is trying to balance on a comes zooming from the sky. The bored’. They are not satisfied easily. [email protected]

30 The Brand Reporter, March 1-15, 2008 get a new building in just 5 minutes

ADVERTISING WATCH IT!

Advertising for cars and motorbikes is being attacked for irresponsibility more than any other product category. Chumki Sen goes to the root of the issue.

n 2007, the Advertising Standards Council of Point taken. While advertising on the one hand India (ASCI) sat down to decide on com- sells a real product, it also exaggerates. But the far- plaints about ‘objectionable’ television ther removed from reality the actions in the ad are, commercials. It upheld 52 complaints. the less likelihood of their being imitated. Even so, IThe list included ads from categories like bev- advertisers and agencies should be careful about erages, FMCGs and consumer durables. Of this, glorifying bad driving on streets. there were 16 automobile (both two- and four- Take the example of the Ford Fiesta commer- wheelers) ads, 14 of which were upheld by the cial. A boy weaves the car through traffic rashly, ASCI council. seems to lose control and stops just before a flow- The complaints ranged from the ad being ‘dan- ing river. Another by Suzuki (Zeus Motorcycle) gerous’ to ‘irresponsible’ to ‘bad taste’. While seven portrays the biker zooming between two trucks, TVCs were modified by the agency/marketer, five pulling a flower off a moving vehicle for his girl- were withdrawn and the ASCI is awaiting compli- friend, changes lane and zips past. Interestingly, ance on the other two. Is there a message in this? while the complaint against the Suzuki Zeus Bike Are automobile ads giving advertising a bad name? was upheld, the commercial for Ford Fiesta was Rules of the Road Or is it just plain old-fashioned ideals that drove found not guilty. (The ASCI’s Rules and Guidelines for the ASCI’s decisions? The verdict for Ford says - ‘Actions shown in The Brand Reporter tries to find out from the TVC were not likely to induce rash driving automotive advertisements) agencies, car manufacturers and other interested under normal circumstances’. This is what the ASCI wants auto advertisers to parties about what is wrong with Indian auto So the question is how far is too much? What stick to. advertising. While some carmakers refused to should and should not be portrayed in a commer- Advertisements have a significant influence on peo- respond, others hadn’t replied by the time this cial that do not promote irresponsibility? Finally, it ple's behaviour. As such, advertisers are encouraged issue went to press. is the consumer who has to be responsible for his to depict advertisements in a manner which pro- actions on the street. motes safe practices, for example, wearing of IMAGINATION VS REALITY In another case, for Hero Honda CBZ X-treme, helmets and fixing of seatbelts, not using mobiles or ot many creative people are happy with the the biker performs stunts on the edge of a cliff on cell phones when driving. Specifically, advertise- Ncomplaints or the ASCI verdicts (see box). one wheel. The complaint was upheld by ASCI ments should not K V Sridhar, national creative director, Leo and the TVC modified. The question is: would Portray violation of the traffic rules. Burnett, says, “How else would you show the per- anyone in real life actually emulate this act? Show speed manoeuvrability in a manner which formance of a vehicle? Most of the auto ads (car or Argues Abhinay Deo of Ramesh Deo encourages unsafe or reckless driving, which could bikes) across the world involve a lot of stunt driv- Productions, “Ads have become a part of entertain- harm the driver, passengers and/or general public. ing. So most of the auto guys actually dramatise ment. They are not only about information - Show stunts or actions, which require professional the performance whether it is the horse power of unlike 15 years back. There has to be a standard- driving skills, in normal traffic conditions; which in the motorbike or the grip and control - it is a sim- ised law all across. Ads are not documentaries. I any case should carry a readable cautionary mes- ple product demonstration. The argument that can understand if infomercials and documentaries sage drawing viewer attention to the depiction of people imitate advertisements when they drive is are being looked at from a realistic point of view. stunts. quite ridiculous.” However, it is unfair to look at advertisements as

34 The Brand Reporter, March 1-15, 2008


Those that were caught and...... ones that got away

Brand Name - Suzuki Zeus Brand Name - Hero Honda CBZ Brand Name - Tata Motors - 207 DI EX The ad - A biker driving the motorcycle over- The ad - Biker crossing unmanned railway The ad - A guy driving the truck in a village takes a short cut taking dangerously between two trucks and crossing just ahead of a train and later per- only to realise that he has taken the rally route. cutting the white line. forming stunts on the edge of a cliff. ASCI Reason and judgement - Actions ... in the TVC, were ASCI Reason and judgement - Dangerous prac- ASCI Reason and judgement - Encourages not dangerous, having regard to the settings shown. Not tices, manifests a disregard for safety without dangerous practices, emulation may be upheld and advertiser has been advised to use readable justifiable reason. Upheld, ad modified. attempted. Upheld, ad modified. ‘disclaimer’ in TVC. Our take - Agree with ASCI Our take - Agree about railway, not cliff stunt Our take - Agree with ruling

Brand Name - Bajaj Platina Brand Name - GM - Tavera Brand Name - Ford Fiesta The ad - The girl keeps flicking the car head- The ad - Cricket players playing the game The ad - A boy driving the car rashly through normal traffic lights at the boy driving a bike, who goes into using Tavera Car. roads, loses control of the car and stops just before a flow- the lane of oncoming traffic. Ad ends with boy ASCI Reason and judgement - Action ...in the ing river getting behind car in bike and flicking lights. TVC, show dangerous practices and manifests ASCI Reason and judgement - Actions shown in the TVC ASCI Reason and judgement - Dangerous a disregard for safety without justifiable rea- were not likely to induce rash driving under normal circum- practices, manifests a disregard for safety son. Upheld, ad discontinued stances. Not upheld. without justifiable reason. Upheld, ad Our take - Disagree. It is patently a play of Our take - Disagree. Swerving in and out of traffic accord- modified. imagination unlikely to be emulated. ing to us is bad road ethics. Ad should have been modified. Our take - Agree with ASCI very real and it should not have all the stunts in it ping into some aspiration. No one becomes a stud highlighted by clear regional differences.” or all the embellishment in them. According to because he can ride a bike with 15 females hanging According to the study, customers in the North me, today since advertisement is a part of enter- around his neck - that is the sub-conscious level of want to express their overt masculinity, power and tainment it comes out as exaggeration also.” aspiration. Why single out ads – all popular culture ruggedness through the vehicle, whereas southern Does that mean films, books or comics are plat- is tapping into sub-conscious aspiration.” customers are keener on pleasing their family and forms or media - or any other ‘art’ form, for that It is far too simplistic to assume that if someone fitting in with their society. A desire to demon- matter - could give dangerous ideas to the public? in an ad drives a vehicle in a certain reckless way, strate a practicality and efficiency in brand choice What this story discusses is ‘irresponsibility’. But the people who will drive it will also follow. is prevalent among customers from the East. while deciding what is irresponsible, has the ASCI “That’s a huge insult to the consumer,” feels On the other hand, customers from the gone overboard with its judgements. Equally, why Singh. It is not as if the creator of the advertise- Western region, seek to express their authority, sta- can’t the marketers show more sense before agree- ment has full freedom to show what he wants. tus and accomplishment through the cars that they ing with what the agency comes up with? There are checks and points that they have to buy. But ad agencies and marketers opt for speed watch out for. and daredevilry as the main planks. DRAWING THE LINE Leo Burnett, for instance, handles both Bajaj vertaking does not portray irresponsibility, and General Motors (GM). According to Sridhar, WHEELS WITHIN WHEELS Obut overtaking at a dangerous speed from the there are many restrictions when the agency sits he concern for ads promoting reckless behav- left leaves no room for doubt. Deo’s take on this? down to write out the script. “Animals, locations Tiour is not a concern in India only. In February “ASCI should look at it in this way. Does it happen and permissions - everything seems to be a prob- 2007, the American Foundation for Suicide in real life? Yes or no? If it does happen in real life lem. You cannot show speed or dramatisation of a Prevention wanted General Motors to remove its then showing it in an advertisement - how wrong particular feature in a car or a bike. A product has ad featuring an assembly line robot that jumps off is it? You see, I personally think people are respon- the right to dramatise its features or to explain and a bridge. sible.” Maybe they are responsible for their to impress people upon it performance.” The organisation sent a letter to GM telling the actions, but is it right for the marketer - and its Pradeep Saxena, senior vice president, TNS automaker to pull the ad off the air and the com- agency - to ‘glamourise’ the issue as it were? Automotive points to a study, Auto Need pany’s website, as well as issue an apology. The Pushpinder Singh, founder, Saints and Warriors Segmentation and Brand Health, carried out by group said that the commercial made fun of men- remarks, “If there are stunts portrayed, where the the organisation in 2007. “The challenge that mar- tal illness and depression and that people might see person is doing something with the bike (or car), keters face in positioning their brand to appeal the ad and think suicide is an option when they're which he normally wouldn’t, advertising is tap- across a country as vast and diverse as India, is faced with problems. The company did not

The Brand Reporter, March 1-15, 2008 35 THE


mean the ASCI’s role has to change? Deo is vociferous. “I don’t know how ASCI can Recognising step into this and say you cannot do this. Recently there was a washing machine commercial - a traf- fic attendant trying to take a bribe and later picked Responsibility up by people and put into a washing machine - metaphorically it meant - the product cleans up orries about automobile the voice from his everything. It was banned because ASCI said that Wadvertising are not new to satellite naviga- people will try and stuff people in the washing India alone. Big markets like the tion system giving machine. But can I actually do that? It is a practi- US, Europe, Japan and Australia him directions cal improbability,” he says. too have agonised over their that are contrary There’s no arguing the fact that the ASCI has adverts. While Europe has the to the sign on the come down heavily, and rightly so, on irresponsi- Advertisement Standards Authority road. The directions take him into er had 100 per cent visibility and ble advertising. But there are cases where the (ASA), the Federal Trade the countryside and the navigation there was no need for him to regulatory body could have let a complaint pass. Commission (FTC) is the body in system says. ‘‘Now enjoy’’. modify his speed to below the The Tavera ad where cricketers play a game using the US that regulates unfair or Viewers complained that the ad speed limit on that road. the car in a field. This also begs the question: is deceptive advertising. encouraged fast and irresponsible They said the car was travelling Indian creativity so limited that the creators What is striking is that among the driving in the countryside. below the speed limit for the kind depend only on speed thrills? Could they have ‘objectionable’ ads we went Peugeot argued that, on the coun- of road depicted and was shown done more? through, not a single one had traf- try road, the driver had a totally flat to the road with no sign of the Singh of Saints and Warriors feels that intangi- fic violations or any element of clear view of the road for roughly stress to the suspension or han- bles should be created for auto ads which are irresponsible driving about. The two miles ahead and there were dling that would occur if the car beyond the mechanical component. “I dare say complaints as well as the handling no obstructions, vegetation, hous- was driven at speed. They also that car and bike advertising is in the middle of were far more evolved than what ing, oncoming traffic, wildlife, pointed out that there was no some really sluggish, lazy thinking. People don’t has been seen in India so far. crossings, people, or uneven sur- excessive engine noise that would buy a bike because it has 10cc more of power, or Consider this striking example. faces on that road. It added that indicate speed or any visible or a car with 15 per cent more efficient shock A TV ad, for a Peugeot 207, the sun was behind him, the audible indication of speed. The absorbers. People buy them because of the mystic showed a man driving in a city, weather was perfect and the driv- ASA did not uphold the complaint. that they hold. A Harley Davidson, for example, has never advertised a new piston or a new shock absorber. It has always created a mystic ON A SLIPPERY SLOPE around the bike itself,” he says. Maybe, but creat- (Category-wise complaints upheld by ASCI in 2007) ing a mystic air about a 100cc or a 125cc bike is a bit tough, considering their mushrooming numbers. Abroad, the issues are different. In October 2007, the European Parliament proposed that all 9 10 car advertisements should carry a warning of the 5 environmental impact. 5 Under the plan, 20 per cent of the space or time 9 of any auto ad would have to be set aside for infor- 14 mation on a car’s fuel consumption and carbon dioxide emissions, cited as a contributor to global climate change. The rationale is to try to get car makers to compete on environmental information about their cars, rather than purely on power, Total number of complaints upheld: 52 speed and appearance. Even though the verdict is not yet out on the proposal, marketers and their agencies are taking remove the spot and aired it during an Academy car ads - none for two-wheelers. Most of the com- the matter with utmost seriousness, fearing that Awards telecast on ABC. plaints from among those eight ads reveal that like cigarettes and junk food, car ads might also The interesting part comes by the way of a protest was against either environmental issues or face restrictions. comment on the company’s website from a con- misleading engineering of the product. None of Indian advertising for automobiles is yet to sumer. “No matter what… someone’s going to the complaints was upheld. reach a level, where the concern will be about whine about one thing or another. It’s a commer- In the Indian context, it is the motorbikes that environment or more social causes. No auto ad cial… watching something like that isn’t going to take pride of place in the rogues’ gallery. Of the 16 (except Honda’s), for example, depicts environ- give someone an idea to kill themselves, it’s not complaints mentioned earlier, a whopping 63 per ment concerns in any manner. The Indian ad even going to push them towards it. When you see cent are aimed at bikes. agencies are still struggling to find newer ways of a commercial for Coke but you drink Pepsi, do This could be because of the shift in consumer portraying auto ads. It is also probably because you just switch to Coke because you saw it on TV? preferences from 100cc bikes to more powerful advertising in India is where the US was in the No! You like Pepsi! Just like people like Life over 125cc and above. This category now accounts for 1950s and 1970s - excitement, power, status, Death.” 26 per cent (2007 figures, according to the Society speed, sex, style, bravery, toughness, romance and What it broadly means is the consumer is not a of Indian Automobile Manufacturers) of the adventure dominate. Responsible advertising be fool. It is almost like a group of people wanting a motorcycle market compared to 20 per cent in damned. film banned because it hurts their sentiments. 2006. To show off the ‘power’ of these bikes, mar- What automakers need to do is take a firm line Going back to the GM case, the company did not keters and advertisers resort to ads that border on when agencies come up with irresponsible ideas to pay heed to the group which complained against the dangerous. promote their brands. the ad - it did not even modify the ad. On the other hand, a regulatory body like ASCI Browsing through the website of the UK’s WHERE WILL THE INSPIRATION too needs to make absolutely sure that what it is Advertising Standards Authority, on whose model COME FROM? frowning upon is really irresponsible. An unrea- ASCI Codes are based, shows eight television ads n all this noise being made about bad advertis- sonable ban won’t help Indian advertising in the in the auto sector raised objections from the pub- Iing, is a regulator like ASCI then throttling the long run. lic in 2007. All these complaints were made against creativity of the advertising agency? Does this [email protected]

36 The Brand Reporter, March 1-15, 2008 get a smart business executive in just 5 minutes    EVENT Final Nuances

Often ad filmmakers, find themselves wedged between the viewpoints of the clients and the copywriters. How do they get out ? Ram Madhvani and Milind Dhaimade try and find the answers. By Devina Joshi

t was almost like a classroom for “For the first time in my life, I those clients who always wanted pitched my own self for a film.” Well, Madhvani said that Ito know the nuances of ad film- as they say, it all turned out for the an ad filmmaker’s true job wasn’t so making, but didn’t know who to ask. best. much about the ‘what’ and ‘how’ of At a special workshop organised by Madhvani advised clients not to go advertising, but about the feel of it. Spatial Access Media Solutions, ad for the cheapest director because “The question an adman should ask is filmmakers Ram Madhvani and ‘May the best bid win’ is perhaps the how his audience will feel on seeing Milind Dhaimade of Equinox Films most pathetic way of doing things. He this ad,” he explained. “Do the actors shared their experiences of filmmak- also cautioned that the script should live on after the ad is done in the con- ing – both the challenges and the not be treated like the Bible. “It is just sumer’s mind?” After all, he said, exhilaration. a roadmap; one must always allow it is the emotional objective of an ad Madhvani began with a case study that matters, not the informational Abroad, people of one of his own immensely success- one, as the sur or tone of voice of ful films, Happydent White Palace an ad is way more important than cos- are moving away (created by Prasoon Joshi of tumes and design – those will follow from having a McCann-Erickson). The film had a automatically. lot of detailing to it that an ordinary “The Big Idea concept is passé; it’s single twist to viewer wouldn’t have guessed: the not so much about brand building as bridge in the film was constructed it is about brand bonding,” Madhvani layering specially for it, shots of the sun and concluded, adding that the most the hill area were put together after important trait of a filmmaker’s psy- production, the chandelier had two che is “humility”. tonnes of weight on it (counting the Madhvani: don’t treat the script like Dhaimade took over then and, in men on it), and the ceiling from the Bible his inimitable humorous way, said which it was supposedly hung didn’t that often admen themselves are so exist – it was thrown in post-produc- critical, they take the place of clients! tion. The light on the men’s teeth was The job of mar- “As a filmmaker, one tends to get shot separately and then juxtaposed. wedged between the viewpoints of The initial plan was to do a mon- keting is to sell, the clients and the copywriters,” he tage of 20 shots, but Madhvani said. “But a filmmaker should be true discussed his concerns with Joshi, while advertising to only one thing – the soul of the and a narrative was decided script.” The job of marketing is to sell, upon. The idea hit Joshi has to convince while advertising has to convince. quite suddenly. Joshi was at “And in order to be convincing, a film an airport when he discov- has to be real and honest in its expres- ered that he had forgotten sion,” explained Dhaimade. his luggage behind in the He cited the example of the Tata hotel. Waiting for his driver Tea Agni ad in which a male member to bring his luggage to him of the family praises the tea, and before he missed his flight, each person who has had anything to Joshi thought of a man run- do with it (including the servant ning late, and how he who serves it, the wife who makes it, happens to be the last piece and the shopkeeper down the street in a chandelier required by a who sold it) tries to take the credit for king. In this manner, the Dhaimade: allow more time for a its taste. This ad has a rustic, earthy idea of people serving as film to shape up feel to it. light bulbs remained, as the “Imagine, a shop-mart instead of a daring client – Sameer room for freedom of thought,” he neighbourhood kirana, and a modern Suneja of Perfetti – wanted. said. Furthermore, it is important to aspirational wife instead of the real “Initially, Prasoon want- not say no immediately to an idea. woman in the ad,” Dhaimade ed to go to a foreign “Hearing a no right away is such a declares. director to make this film, dampener; over time, I have learnt to Another example he offered was of and that really got me all be positively critical,” Madhvani wired up,” revealed Madhvani. asserted.   >>

38 The Brand Reporter, March 1-15, 2007 get a winning attitude in just 5 minutes 
 EBAY Selling An Experience

Starting at Re 1, eBay India has on offer amazing deals for all adventure seekers out there. By Surina Sayal

f you have a list of ‘things to do before I die’ scribbled in Iyour diary, you may be able to five days, two unique experiences will scratch out a couple of them now. be auctioned for durations of 10 days The online marketplace, ebay.in is each. The last auction will end on offering all Indians a chance to March 16. engage in some of the most thrilling There will be only one winner and memorable experiences ever. for each experience auction. The campaign, titled ‘Ten Things These auctions work in the same to do Before You Die’, offers 10 spe- way as other eBay auctions. The cial auctions on eBay starting at Re 1 sellers will list the products on each. Each of the auctions is for a eBay.in, starting at Re 1. Each auc- complete package of travel, stay and tion will be live for 10 days. one thrilling experience. The adven- Interested bidders can bid for their turous auction-winners will jetset preferred experience in this period. their way around the world to places On Day 10, the highest bidder will like Monaco, Moscow, London and win the experience. Nice. The campaign was developed One of the experiences, part of over the last two months. the Moscow package, is feeling Ambareesh Murty, director, weightlessness by flying up to 22,000 marketing and operations, eBay feet in an IL-76 MDK aircraft. The India, shares that the insight for actual cost of this experience and trip this campaign came from con- is Rs 380,000. Other experiences sumer research, which showed include flying the high-speed com- Murty: giving the consumer that a key lifetime desire of their bat trainer, L-39 Albatross, as the power of 1 target audience is to travel to inter- co-pilot, after training with profes- esting places and have unique sional pilots and instructors in experiences. However, either due Moscow; tandem skydiving at the Pick your to lack of information, ability, or Pattaya Air Park in Thailand; driving money, these plans often do not a Grand Prix Formula 1 car on a real deal from materialise. circuit in Leicestershire, UK; watch- driving a “Keeping this in mind and ing the Wimbledon Gentlemen’s based on a dipstick research, we Final in London; driving five high- Formula 1 put together these 10 interesting eBay is promoting the campaign via popular speed cars - Aston Martin, Ferrari, experiences, and that they should online portals and niche network sites, radio, out- Lamborghini, Porsche and Jaguar - car to flying be ‘once-in-a-lifetime opportuni- door bus shelters and hoardings and mobile; the in a Euro Challenge on a course at ties’ with the whole package just a latter will be used as a reminder after the halfway Prestwold Hall, UK; watching the an aircraft in click away. Also, as everything starts mark of the promotion. F1 Grand Prix in Monaco; a roman- at Re 1, a person might just get an Third-party direct mailers targeted at 270 corpo- tic night out at the Burj-Al Arab and Moscow amazing deal on something he or rates which will reach five lakh employees and tent a chopper ride over Mumbai or the she always wanted to do.” cards across 40 Barista outlets in Mumbai, Delhi, outskirts of Delhi in a Bell He adds that eBay is about Bangalore, Chennai and Hyderabad are also part of 407. The actual costs of unique experiences and provides the promotions. these experiences users a fun place to buy and According to Murty, TV as a communication range between sell. “We give our buyers a medium is being avoided, since it works best for Rs 80,000 and chance to find exciting and long-term messages. “This campaign is time-spe- Rs 497,000. unique items, such as cific and we are using a local-media approach to The cam- Bollywood memorabilia, interact with our users,” he says. eBay’s past efforts paign starts on stamps, coins and other col- also include promotions such as ‘Bid4aBuck: March 3. For lectibles, which are reflective everything at Re 1’. the following of popular Indian culture.” [email protected]

40 The Brand Reporter, March 1-15, 2008 get lot of exciting gifts in just 5 minutes 
 STAR Quiz Time Again King Khan 




 
 

 
 
 
 


 
  

     By Sapna Nair hah Rukh Khan is back as a quizmaster. Though the response to Kaun Banega SCrorepati (KBC) was lukewarm, Khan and STAR are gearing up for a new quiz show called Kya Aap Paanchvi Pass Se Tez Hain? (KAPPSTH). This is an adaptation of the international television game show, Are you Smarter than a 5th Grader? Bulldog Media and Entertainment has licensed the format from the owner, Mark Burnett Productions. Synergy Adlabs will produce the show in India. KAPPSTH will feature contestants above 18 years of age, from all walks of life, who will be quizzed not on general knowledge, but on text- book knowledge. Khan will ask each contestant 10 questions from the syllabus of the first - fifth graders, on subjects such as history, mathematics for two questions only. There are three help tools Teaser campaigns will be launched soon in sev- and sciences. Questions will be multiple choice, - Copy, Taak Jhaank and Bachao, (Copy, Peek and eral cities, across mass media – television, outdoor without options, true/false and audio-visual. The Cheat) – available to the contestant. and radio. Kamath informs that the show’s mar- prize money is a whopping Rs 5 crore. Contestants The similarities between KBC and KAPPSTH keting campaign will have huge money pumped who are unable to answer all the questions cor- are hard to miss. Apart from the quiz master him- in. “This is going to be one of the biggest cam- rectly, will have to leave the show, albeit only after self, the three ‘lifelines’ and the question-answer paigns ever,” he vows. After the teaser ads, there confessing to the world that ‘I’m not smarter than format are also quite similar. will be ads to announce the opening of phone lines a fifth grader’. The show will be on air this summer, on STAR and to call for entries from people interested in The show will be set in a classroom-like ambi- Plus in Hindi and on STAR Vijay in Tamil. The being part of the show. ence and five 10-year-old kids will be part of the channel hopes to add more viewers this time. Khan is also expected to host the fourth series in all episodes. If a contestant is stuck on a “Despite there being adult contestants on the season of KBC on STAR Plus later this year. tough question, he/she can seek help from the show, it will be appealing to the kids and the entire However, Kamath refuses to divulge anything fur- kids, who will act as the contestant’s classmates. family,” says Prem Kamath, vice-president, mar- ther on that. Each kid gets to help the contestant with answers keting, STAR India. [email protected]

ZAPAK believe in talking finance, which prompted us to start        this microsite. Young people are 

 

teach investing  
 
 earning today and 
new microsite
TBR News Bureau education of money can’t be isolated,” nvestor education is probably vant videos, leading to the explains Arun one of the last things that users microsite’s greater dependence on Mehra, chief mar- Iwould identify with gaming por- user-generated content. Users can keting officer, tal Zapak.com. Yet, the company has also voice their opinions on the Zapak Digital launched an investor education Union Budget and win prizes. Entertainment. The microsite, Zapak Budget 2.0, which, “Even gaming is a huge invest- microsite, which will be around for investment opportunities, implica- it claims, is the first ever online ment. We have a strong community the month of March, has a host of tions of tax on the same and a desire interactive budget for the youth. of 40 lakh active internet users and interactive features like forums, chat to improve their financial health,” The company has partnered with that gives us a platform to address and videos. he reiterates. Reliance Capital and has created a their different needs. Besides, we The company has also assigned Zapak.com will spend Rs 20 lakh game titled ‘Game for Money’ that an expert to chat with users to solve on marketing activities for the helps in understanding money- their budget-related queries. By microsite, which will be carried out making. The game ends providing technical expertise for the through radio, OOH and the inter- In this game, players have various venture, Girish Shah, head brand- net. “We will leverage our network options to invest their money. They when the player ing, Reliance Anil Dhirubhai as it generates more traction than move ahead with the intent of earn- Ambani Group, feels that the com- what MTV generates in a single day. ing more money. The goal is to goes bankrupt, pany is luring potential customers. Our goal is to tell the marketing increase the player’s net worth and, “India’s youth is tomorrow’s community that we are a big com- like in real life, the game ends when just like in investor and a potential customer munity that has people coming for the player goes bankrupt. Besides real life. for Reliance Capital. They are look- different reasons,” says Mehra. this, users can blog and upload rele- ing at a deeper understanding of [email protected]

42 The Brand Reporter, March 1-15, 2008 get a cute baby in just 5 minutes   MPAY Dial M for Credit From SMS, ringtone downloads, movie ticket bookings and games,    in India moves ahead 
 
 
  ere is a first for India. The mobile phone message to 51234. The service is can be used as a credit card. The facility is activated after HDFC Bank com- Havailable to Reliance Communications’ pletes certain verifications. customers, if they own an HDFC credit card. Reliance Communications has Reliance has been quite busy on this front. Prior tied up with billdesk.com, which to this, it had m-commerce facilities like payment of has tied up with more than 120 post-paid bills and tie-ups with IRCTC, Indian bill payment service providers. Airlines and Adlabs for ticket bookings. With mPay, The company has also tied up the phone can be used as a credit card for micro- with yatra.com for airline and payments at restaurants, online shopping sites and hotel bookings. It is also in Prasad (L): curbing credit card wherever an HDFC Visa credit card can be used. alliances with other merchants, so scams through mobiles According to Mahesh Prasad, president, that payments can be done Application, Solution and Content Group, Reliance through the phone by putting in the Merchant ID end of January. Of this, Reliance had a subscriber Communications, mPay is more secure than the given by the company. All transactions can be base of about 4.3 crore. Compared to the wireless physical plastic card. He explains the nuances of reviewed on the phone itself. subscriber base, broadband in India had a meagre mPay. “Scamming in credit cards is very much pos- The surcharges and rules, applicable to the base of 32.4 lakh at the end of January. According to sible, if you know the credit card number, CVV HDFC credit card, are applicable to mPay as well. Prasad, “As mobile phone penetration is on the rise number and the expiry date of the credit card. Asked if the facility is targeted at a particular seg- and is available to even the remotest of villages, m- However, with mPay, you don't need to carry the ment, Prasad says, “We haven't targeted any commerce has more potential than e-commerce in credit card everywhere,” he says. particular segment or thereby set any targets. The India.” The Reliance phone number acts as the credit concept is new in India, and we are working on Prasad did not reveal the revenue-sharing details card number and a PIN number - which is given to many other things to make the facility work even between Reliance Communications and HDFC the customer - acts like a password. The customer through a voice portal.” The facility is available Bank. “There are a lot of opportunities for both of needs to change the PIN number on first usage. even on the oldest and even the ultra low-cost us,” is all he says. The company is working on a After this, it will be known only to the customer. Reliance handsets that cost Rs 501. marketing plan to promote the services, which will To activate the service, Reliance customers who According to TRAI , the total wireless subscriber use both traditional and new media. have HDFC credit cards can send 'HDFC' as a text base (GSM, CDMA and WLL) was 24.2 crore at the [email protected]

ROLLING STONE Music, popular culture, a bit of politics and everything that interests young people is what will fill up the    
 pages of the magazine. Though pol- itics is not on the immediate agenda 
here finally. After months of anticipation, music for the Indian edition, it will soon lovers in India are in for a treat. 

 be. The magazine hopes to stand out with its writing, design fter topping the charts in 13 publisher, Rolling Stone India. and path-breaking countries across the world, Started by a 20-year-old, photography. It will Arock magazine Rolling Stone is University of California student, have around 170 all set to liven up the music magazine Jann Wenner, the magazine report- pages of content and space in India. The edly reaches 12 million will be priced at Rs monthly magazine that young readers around 100. The launch hit the stands last month, the world. print-run is expect- has been brought to “While Rolling Stone ed to be around India by Mumbai based is largely a music maga- 50,000. MW.com, under licence zine, it has always been The magazine from Wenner Media. not just music, but also is targeted at Currently, there are three other things, such as young people in music magazines in films, fashion, style, the age group of India, RSJ, Record and technology, television 20-30 years. “Our Rave. and books,” says Nair. other target are people who are slight- The company also Nair: more than just Historically, the maga- ly older and familiar with the brand roll, to provide a plans to get into live music zine has had some of and follow classic rock as well as new platform for the thriving Indian events under its Rolling the greatest writers in age music,” Nair says. Initially, almost music scene. Stone Live property. “Since we are the US writing for it. “People like 70 per cent of the music content of The magazine has tied up with into music, we will organise live Hunter Thompson, who never the magazine will be international. Landmark, Planet M and Shopper’s concerts. In fact, we are starting one wrote about music, write for Rolling The local content will comprise gen- Stop for the launch. A few television with our launch, where more than Stone. So, it’s not just about music, res of music such as rock, pop, jazz and print campaigns, too, are in the 30 musicians will perform,” says but a broad spectrum that the maga- and blues and select Bollywood pipeline. Radhakrishnan Nair, editor and zine covers,” adds Nair. music, which has a touch of rock and [email protected]

44 The Brand Reporter, March 1-15, 2008 get delicious food in just 5 minutes     A heartful of radio...

iven its strong connect with child collect Rs three lakh in funds listeners and address them on air. To whole scenario. RJs have turned the emotions of the masses for her treatment, campaigns for support a social awareness campaign, celebrities, and unlike filmy celebri- Gand its high penetration and World Aids Day across cities and cre- we check on its value to the listeners, ties, they are easily accessible and localised reach, radio enjoys a unique ating awareness for the same, setting the objective of the campaign, the interactive to extend their support for position in society. This, in turn, up a Monsoon Brigade to help campaign’s reach and its impact on any cause at the local level.” underlines a responsibility towards Mumbai city cope with the monsoon the society at large.” Mukherjee Mukherjee is more forthcoming the listeners, which goes hand in crisis and similar activities as some of shares her channel’s guidelines, and realistic, “Yes, it’s true that no hand with the exciting possibilities its leading CSR initiatives. “Firstly, we don’t directly get into radio station so far has taken on a sus- the media offers. Long considered a My FM on the other hand, visited fund raising, unless it’s for the Prime tained CSR initiative with long term medium of the quintessential com- Chetna, a school for mentally chal- Minister’s relief fund or the Times of objectives. CSR per se is very new to mon man, today radio is walking a lenged students and gifted the gifts India relief fund, as we did after the India and hardly prevalent in the fine line with its aggressive business collected by listeners from Jaipur. On Tsunami. But generally we stick to media sector. Some news channels agenda and growing revenues. World Water Day, the channel organ- voluntary work, committing time and have taken up CSR quite aggressively In its earlier avatar, All India Radio ised the Bus 2 Balti Pani Jagrukta non monetary resources and urging and entertainment channels – both set the benchmark for the public Abhiyaan, highlighting the impor- listeners to do the same. Apart from TV and radio – are slowly, but surely service role of radio by following suit. However, it emphasising its information would be unfair to say that and education aspect. The all of it is a marketing gim- paradigm shift in this can be mick or a publicity stunt. gauged from this comment This, in fact, is a classic by Manav Dhanda, vice- double-edged sword, president, programming, because whatever work is Big FM, “For Big FM, pub- done quietly, without press lic service is not a releases and PR support positioning, it’s an opinion. will not get the same atten- Public service is not our tion and coverage as the role; it’s a part of our corpo- ones that are promoted. rate social responsibility Most radio stations today (CSR). Big FM is purely an From left: Radio Mirchi’s beach clean-up drive, My FM’s Water Day activity are taking baby steps in CSR, entertainment station and is and certainly a lot of them are driven by listeners and not by social tance of water as a precious resource. that, when working with an NGO or project based rather than goal based, issues. But yes, we would definitely Radio Mirchi garnered support in a non-profit organisation, we always but these are good strong steps in the like to take up issues which largely providing homes to Borivli building check its credentials thoroughly. right direction.” impact our listener’s lives.” collapse victims, creating awareness Lastly, there are certain values that Is it too early therefore to burden A differing view is offered by Riya fot the campaign to vote for the Taj brand Mirchi stands for, and hence Radio with a public service mandate? Mukherjee, vice-president, program- Mahal, a public awareness drive for causes close to those values – such as Maybe not. ming, Radio Mirchi, “On the Justice for Jessica, Mumbai Watch protecting childhood, taking care of Harrish M Bhatia, business head, contrary, as the scale, scope and vol- Brigade – an initiative to create the environment and animal welfare My FM, is quite optimistic, “Radio, ume of business grows, so does CSR. awareness and draw attention to the – are ones that we support most being a true mass medium, provides It is is very directly intertwined with condition of Mumbai roads during enthusiastically. an important connect or platform business expansion. And since it is a the monsoon season, a testing drive On the other hand, any cause that for CSR activities. And we at My corporate’s way of giving back to the on World AIDS Day, and special benefits only one socio-religious or FM, feel that CSR initiatives by My society it gets its business from, it shows, on-air and on-ground activi- ethnic community, however noble, is FM are only a logical extension of makes all the sense in the world – not ties around specific event such as normally something we would not being a part of the society and just emotive, but practical as well – to World Environment Day, World support.” ‘giving’ something back to the sensitise, make aware and work with Anti-Tobacco Day – to name a few. CSR is a much debated subject in society.” the same community that contributes Ranging from the most lively to the radio industry and the common As the radio industry evolves in to listenership and revenues.” the most serious, it’s clear that a lot perception is that most CSR cam- India, a strong public service element So what do radio channels do in goes in the genre of CSR. But how paigns are frivolous and sporadic, tied will not only help it in building better CSR? Big FM lists felicitating of does a channel decide what issues it primarily to a channel’s marketing goodwill among its listeners with a women on International Women’s wants to associate with? Dhanda efforts for driving listeners. Dhanda better access to new markets, Day or hosting Diwali parties for the explains, “It becomes invariably responds, “That’s not true. In fact, on a macro level, it will help needy, setting up of clean drinking important for a local medium like radio is the most active medium radio play a more positive role with a water stalls across key areas in several radio to keep a close tab on the city today to bring to light various issues deeper involvement in our lives. cities, assisting a Cancer-affected happenings and issues relevant to the of the society. Radio has changed the - Meenakshi Gupta      World of winners he year’s events calendar was set allowing FDI with a 26 Trolling by the Radio Duniya per cent cap. Conference held on February 11 and Among the private 12 at the Grand Intercontinental in players speaking at the New Delhi. With Radio Duniya and event, Anil Srivatsa, Winners of the Radio Duniya Awards 2008 the Ministry of I&B as co-hosts, the COO, Radio Today, event saw more than 400 participants stressed on the need for preparing a Campaign’ while Kongu FM CRS     recently started its on including representatives of the pri- base of trained radio professionals. won the award for the best commu- ground election campaign for Bingo vate players, All India Radio and Harrish M Bhatia, business head, My nity radio. Red FM Bajaate Raho Awards 2007. community radio. FM suggested that unlimited net- Five RJs from different stations Leading up to the actual awards, Red Zohra Chatterji, Joint Secretary, working should be allowed in all won awards for being the best FM has rolled out a series of on Broad-casting, Ministry of categories of cities. radio hosts - Jimmy Xavier (Fever ground initiatives in Mumbai, Delhi Information and Broadcasting, The Radio Duniya Person of the 104 FM), Supriya Jambunathan and Kolkata. A multimedia campaign spread across two weeks, along with informed the gathering about the Year 2007 was won by Srivatsa of (Worldspace Radio), Amit Om various innovative below the line government’s thoughts on allowing Radio Today. Sharma (Superhits 93.5 FM), activities, such as a procession with FM radio operators to air news in the The best marketing award was Jaishree Sethi (Meow 104.8 FM) and an open air bus and a mock election third phase of licensing, besides won by Radio City’s ‘Whatte Fun Anuj Garware (Radio City). campaign resembling an actual polit- ical rally.       
 
     “Raising money was tough”

George Abraham, CEO, Score Foundation, winner of the recent Radio Duniya Award 2008 for the best socially responsible radio programme, talks about his journey to this success.

Congratulations for the award! Tell us a bit about the programme that won the award... Yeh Hai Roshni Ka Karwan, is a half-hour radio show in Hindi broadcast over the 29     launched its stations of the Vivid Bharti network of All India Radio. The programme comprises Station in Kota, marking its fifth sta- interviews, profiles read by celebrities, advice on various issues, music and competi- tion in Rajasthan. Some of the shows tions. It started as an effort to reach out to our stakeholders like visually impaired on the station include ‘Sehar’, ‘BIG people and their families. We wanted to drive people to a help desk for visually Chai’, ‘Café Bai Sa’ ‘Chat Papdi’ and impaired people - a reliable place where they could call for guidance, counseling and sharing their problems. We wanted to reach ‘Pyar Mein Kabhi Kabhi’. out to them in an engaging, inspiring and empowering manner.

What ground work went into designing the programme content? From the beginning, we were keen that the programme should be very professional without compromising on the objective of dissemination of information. We had a lot of brainstorming about the content, pace, treatment and the format. We didn’t want the programme to be preachy. We also interacted with the Prasar Bharati on this.

What was the most difficult part of putting this programme together?      
Delhi, Raising money for production and airing the programme were the most challenging aspects. Once we had Rajiv Gandhi concluded an innovative campaign Foundation’s support, production was a smooth process but airtime has been quite challenging. We have a sponsor till May, post called ‘City ki Chai’, celebrating that we will have to look around again… Delhi’s everyday heroes. Listeners were invited to nominate and vote for What can the other advocacy/cause-related organisations learn from your experience? their favourite tea stalls in the city. We are probably one of the first NGOs to use radio as a medium driving messages consistently to our target audiences. Many Seven of Delhi’s most loved tea stalls

NGOs do programmes where there is no opportunity to follow up on the messages. In our case, the combination and close coor- were short listed of which Babubhai Sponsored feature dination of radio and a helpdesk giving professional counseling has worked well. It has touched and tangibly changed many lives. Chaiwala, opposite Old Delhi Railway Radio has widened the reach of what we do; earlier we were getting calls from Delhi and parts of Uttar Pradesh but now we are Station, was declared the winner of getting calls from all over India. the contest.

For more on radio, log on to Radio Rocks at http://www.agencyfaqs.com/radiorocks   

<<   
 the client. “Most people can’t stick process, and Dhaimade said the Form IV (See Rule 8 ) to 30 or 20 seconds because of inex- filmmaker needs to spend time to ...Ad Film Making perience,” he said. It’s all about save costs. “Allow more time for a 1. Place of Publication : New Delhi crisp editing, and finding the gaps film to shape up,” he explained, cit- 2. Periodicity of Publication : Fortnightly ING Vysya Mutual Fund, in which and eliminating them. The Tortoise ing the instance of the recent Pest 3. Printer’s Name : Sreekant Khandekar some 50 villagers with absolutely no ‘Kya aapke paas yeh power hai?’ films Control of India (PCI) films, where Whether citizen of India? : Yes acting experience were made to sit all stuck to their 20-second time- his client was patient enough to If foreigner, state the in a state transport bus. Using the frames, thanks to filmmaker allow for the pest costumes to be country of origin : Does not apply villagers added to the rustic feel of Abhinay Deo’s foresight. made in Australia, even though it Address : 565, Mandakini Enclave, the film. “Trust me, making a film Another point that filmmakers delayed the film by a few months. Alaknanda, New Delhi 110019 real doesn’t mean, it has to be the need to watch out for is an obsession Another film that reflects a client’s ugly kind of reality,” he said. with “a twist in the tale”. “Abroad, belief in his filmmaker is the Lead 4. Publisher’s Name : Sreekant Khandekar Whether citizen of India : Yes Other real ads that Dhaimade people are moving away from hav- India film, in which a child starts a If foreigner, state the saluted were SAIL’s Saubhagyavati ing a single twist to layering,” social movement by taking the first country of origin : Does not apply Priya and School ads and the I-Pill Dhaimade said, because this helps initiative to remove a tree that is Address : 565, Mandakini Enclave, ad (created by Whitelight). “Till retain interest even after having seen obstructing traffic. Alaknanda, today, I get requests from clients to the film a couple of times. The “We believed that childlike inno- New Delhi 110019 show the I-Pill kind of husband and Venus Soap (Commerce/Science) cence is the only thing that cuts 5. Editor’s Name : Sreekant Khandekar wife,” said Dhaimade. and Tata Tea (Siachen) ads are exam- through today’s cynicism, and the Whether citizen of India? : Yes One major problem that ad film- ples of this, with perfect casting client was kind enough to put his If foreigner, state the makers face is that of sticking to the adding to the entertainment. trust in us,” concluded Dhaimade. country of origin : Does not apply Address : 565, Mandakini Enclave, duration specified by the agency and Ad filmmaking is an expensive [email protected] Alaknanda, New Delhi 110019 6. Name and Address : Owner of individuals who own the Banyan Netfaqs Pvt. Ltd. NAT GEO-MAXIM newspaper and partners 494, Mandakini Enclave, and shareholders holding Alaknanda, more then one per cent New Delhi 110019 of the total capital   Shareholders holding more than one per cent of the total The channel revisits six real life stories of struggle and capital 1. Sreekant Khandekar, 565, Mandakini Enclave, Alaknanda, survival amidst all odds. By Dhaleta Surender Kumar New Delhi 110019. 2. Sandeep Vij, E 98, Greater Kailash I, New Delhi 110048. tarting March 3 (every Monday, 10 PM), National 3. Shyam Khandekar, Secr Runsinkbrink 1, 2731 AG, Ben- thuizen, The Netherlands. Geographic Channel (NGC) S 4. Sanjay Kapoor, 8/1 Shanti Niketan, New Delhi - 110 021. is coming up with Trapped, a new six-week series that brings real-life 5. SEEDFUND, 001, Turf Estate, Shakti Mills Lane, Off Dr E stories of struggle and survival dur- Moses Road, Mahalakshmi, Mumbai 400011. 6. Prasanna Singh, 72, Aravali Apartments, Alaknanda, ing difficult times or natural New Delhi 110019. calamities. Each story - as the Osaka train I, Sreekant Khandekar, hereby declare that the particulars crash, the Pakistan quake rescue, given above are true to the best of my knowledge and belief. Hurricane Katrina and a French cave-salvage operation - is told from Dated: March 1, 2008 Sd/. Sreekant Khandekar the viewpoints of the victims strug- Signature of Publisher gling to survive and the heroes battling to save them. “At NGC, we invite viewers to rethink the way A scene from Alive in the Andes (above) and Earthquake Rapid geographic.co.in, which includes they see the world through our rele- Response (top) show information, pictures, videos, vant, relatable and intelligent survival tips and other interactive programming. Keeping true to our during a flood; Dewanand Tiwary of nect better with our target audience.” features. Another key feature on the philosophy, Trapped not only asks Uttar Pradesh, who saved many lives Maxim had last year too tied up microsite is the showcase of people 'what happened' or 'how did it hap- in a toppled train, and two others. with NGC for its series, who have shown exemplary courage pen'; it goes ahead and explores 'how The series is targeted at the urban MegaStructures. and have been recognised by they got out'. It's completely in line male in the 21-35 age group. Finding According to Sheshadri, the series Godfrey Phillips and have been with our positioning 'Think again',” consonance with the TG, the men's uses a mix of original footage, awarded the company's Bravery says Rajesh Sheshadri, senior vice premium lifestyle magazine, Maxim, dramatisation and computer-gener- Award in the past. Viewers can also president – content and communi- from the Media Transasia Group has ated imagery to present an almost log on to the microsite and upload cation, NGC India. tied up with NGC to brand the real view of the original event. The their survival and rescue stories. Apart from the six international series as Maxim Trapped. But how series has been produced for NGC Maxim India, on its part, has an episodes, NGC will also showcase does a lifestyle magazine sync with by Cineflix. editorial integration with NGC for Indian stories of survival, like that of the series? Piyush Sharma, publisher Apart from the print tie-up with the series, whereby the magazine Romesh Grover, who recounts the and CEO, Maxim India, says, Maxim, Trapped will be extensively would drive eyeballs to the series moments spent in the hijacked “Lifestyle for some is luxury, for oth- promoted on-air, online and and to the NGC microsite. With a Indian Airlines flight, IC 814. Four ers it can be peanuts. For us, lifestyle through an SMS campaign. Viewers claimed circulation of 1.1 lakh and a of the Godfrey Phillips Bravery is about adventure, irreverence, fun can test their 'survival knowledge' by readership of over six lakh, Maxim, Award winners will also be featured and outgoing. As the series is about SMSing the word ‘natgeo’ to 57827 according to Sharma, will be able to through interstitials (short films). adventure, we find complete reso- and get a chance to win limited-edi- reach out to the exact target audi- These stories are of Maulvi Shaukat nance with the series. More so, the tion Nat Geo Survival Gear. Taking ence. The magazine will also feature of Rajasthan, who chose to save his content is gripping, inspiring and interactivity forward, the channel the 'survival knowledge' contest. students (he couldn't save his family) emotional, which will help us con- has created a microsite on national- [email protected]

48 The Brand Reporter, March 1-15, 2007

THE      Some of India’s well-known professionals write on issues that they feel passionately about GOPINATH MENON Matinee on the Field

ollywood has a new competi- Lastly, the real connoisseur of the tor in the Indian Premier game will find this new format revolt- BLeague (IPL) that’s just been ing. This will be the affluent, 40 plus, announced. A lot has been written high net worth individual and key about the deep pockets, the vulgar opinion maker, who is the target for all display of wealth, the lack of cricket- premium, high end brands. He still ing logic in the bidding process, and gets turned on by the copy book game how cricket has lost out to marketing and this affinity will not be good news might. The imperatives of all this for niche segment brands analysis are futile as there is some- thing called passion that renders all The niche beneficiaries these logical variables null and void. here will be good news for many. Three hours of cricketing fun with TAll the eight teams will hire a winner. It’ll be like a matinee show advertising and marketing profes- with all the necessary ingredients - sionals who will be responsible for action, emotion, passion, drama. But branding the teams and also for cre- will there also be an item number? ating brand loyalty. This process will Sure, there will be. All the antics result in talent migrating from the done by the players, or the controver- advertising world at huge salaries. sy created, will qualify to create a The shift in entitlements for a select copy the next day. few could be larger than the dotcom wave that happened in the late 1990s. Making sense of this business Advertising agencies will rejoice he rule of every business is to as all teams will require these skills Tmake money, which is done by and will hire independent ad agen- acquiring customers and keeping cies. If the English Premier League them happy so that they stick to your story is anything to go by, it will also brand. Nobody does business for create new advertising heroes, and charity. So, let’s do a check on how for this, advertising professionals will many kinds of customers the IPL can have to think beyond a print ad and a acquire and how many it will find 30 second TVC. An international tough to convince. To do this, it tournament in this format is in the would be imperative to check the    
  offing later this year and this could benchmarks before partnering and see advertising professionals laugh- the side-effects of this genre. ing all the way to the bank, but not     necessarily the brands. GETTY IMAGES How many will watch and why ricket viewership has been on a chemistry be magical from day one? immensely difficult to abstain from Two kinds of companies Cdownswing and this is a reality Players who have been competing participating. This will be the case n my opinion, there are two kinds that few would accept. Pricing has with each other till now will find it even when the sport has been cam- Iof companies. The first kind are been on an upswing and this inverse difficult to bond together, as the West ouflaged as entertainment. Less than the companies that will find novel relationship is emerging as a concern Indies vs Rest of the World games in five per cent of the movies produced ways of how best to spend money for many brand managers. Driving the 1970s and the recent Australia vs every year attain blockbuster status and the second kind are companies viewership will be a function of the Rest of the World matches show. It is and this new discipline will be no who are always on the lookout of promotions that engage audiences, natural, as players will continue to different. Marketers will have to where all the money can be spent. and the cost involved. All the teams outdo each other silently; in the think hard as there are no imminent The first set treat spends as invest- will spend a lot of time, money and process, the sport will move to sec- right answers. All the answers flow ments, whereas the second set treat energy in innovating and disrupting ond place. This will not be good for from the gut and the wild desire spends as expenditure. The former this genre. Few will succeed. The the newly defined entertainment there does not feed mouths. will drive sales and the latter will answer lies in simple questions: Why genre. It is exactly this problem that All the brands, which will patron- pursue salience, and salience does would you watch a particular match? will see marketers exercising their ise the IPL, will need to borrow from not feed in the immediate future. It’s What would you do to ensure that mental faculties to fill up the stadium. other activities planned during the the simple difference between being you do not miss your favourite play- If the stadium is not filled up, it will year. So, the marketing priorities will proactive and reactive and chances ers batting? Why would you want a show in the marketing presence all change and that may not please the are that the IPL will find the particular team to win? around and within the stadium itself. brand managers. The channels and favourites fighting over each other in Each query will have its answers, reality shows, which have been the latter segment as willing partners. but the pattern of the answers will be Implications for others showing fatigue will be the hardest This should not surprise many as identical. A bunch of players and the he genre needs deep pockets; hit. The heads of ad sales will have to we all know that “talk does not cook passion they bring along is always the Thence, there would not be larger find new excuses for business short- the rice”. reason. This is the first hurdle for the fence sitters than the early adopters. falls and this will result in more IPL. When a team has players from All the marketing companies who intense attrition rates in the televi- Gopinath Menon is senior vice-president, different countries, how can the have used the sport will find it sion industry. media, TBWA India.

50 The Brand Reporter, March 1-15, 2008

         
  Orbit: Arcimboldo portrait of a man done with fruits, Aflowers and vegetables. A wood- Sweet en plate near the bottom of the portrait reads: Alter any meat-Orbit. Music he coming together of Ricall, the Tworld's largest online business- to-business database holder and EMI using EMI's roster of artists. EMI Music has some good news for all EMI will add boasts of a large number of music leg- music buffs. The agreement allows ends which include favourites such as Ricall to licence EMI Music's works over a million The Beatles, Lily Allen and Hot Chip. for third party synchronisation. Ricall had earlier too, in 2007, struck a Industry watchers point out that recordings to the similar deal with Sony BMG. the deal will have a revolutionary Currently, Ricall's music treasure effect on the music industry. They Ricall database constitutes of an envious collection of point out that Ricall, for years, has has partnered with copyright and more than three million tracks belong- been a major part of the licensing licensing company Diamond Time of ing to almost 25,000 copyright community in the UK, and to further North America. owners. And now EMI is all set to add consolidate its position, it has forayed As part of the deal, Ricall can its global catalogue of over one million into other major world markets. Ricall source and link up EMI tracks with recordings on to the Ricall database. Advertising Agency: Mark BBDO, not long ago, announced its joint ven- consumer brands. Ricall will act as a As part of the deal, users can select and Czech Republic ture with Ocean Butterflies, a leading conduit for different brands in build- licence the tracks online. And this Creative Directors: Leon Sverdlin, Chinese music company. Also, Ricall ing broader brand-music partnerships service is free of cost. Martin Charvat Art Director: Dan Kurz Copywriter: Pavel Sobek         Cinecittadue: Doves Warning Bells Two doves facing each other lovingly ccording to a recent Forrester Research Report, ad perched on a clothes hanger. The tag Aagencies need to move from making messages to line reads: Shopping in Love. establishing community connections, as they present- Sorrell: ly are not well-structured to take on the new The Visionary marketing challenges. The researcher has sounded the death knell for the old order ad agencies. The writing on the wall is clear: Pull up your socks or expect to be out of business. The The Powerhouses research firm recommends that ad agencies need to be he BRIC countries - Brazil, Russia, India and China are organised around communities, not disciplines. Tfast emerging as credible contenders for new econom- Advertising Agency: Saatchi & ic identities. This can be attributed to the strong consumer Saatchi, Rome, Italy demand, that almost makes up for the 43 per cent of the Creative Directors: Guido Cornara, world's population. All the four countries are on a growth Agostino Toscana path, surging ahead, owing to favourable changing domes- Art Director: Andrea Baccin tic political systems. Copywriter: Antonio Giannone The terminology BRIC came in to use in, as early as 2003, when economist Jim O'Neill of Goldman Sachs    presented a blueprint for the future world view. In his report, he predicted that by 2050, BRIC countries will WWF: Project become the world's four most dominant economic pow- residential area submerged in ers. Amucky water. The tag line reads: This shift of power towards Asia is apparent with the Is this our future project? weakening of major US financial institutions and the sub- It advocates for "the connected agency" which will sequent fall of the dollar as the dominating currency in the not only be cognizant of certain communities but be global market. Current predictions proclaim China, active amongst members of these groups. Pushing Russia and India to be the fastest growing economies of messages in this way will encourage voluntary engage- the year. ment, and ongoing conversations will replace The risk of the economic growth slowing down in time-based campaigns. these countries, on account of a slowdown in US econo- Peter Kim, a Forrester Research analyst and co- my, cannot be watered down yet, as all the three countries author of the report, admits that he cannot even count are heavily driven by exports. on the name of a single agency, which could be billed Advertising Agency: Martin Sorrell, CEO of WPP (the world's largest com- as the agency of the future. He believes that digital Contrapunto Madrid, Spain munication services group) had, much before the term agencies have gone far in centering their businesses Creative Directors: Jaime BRIC was even coined, pointed out to the potential in around "interaction," but are lacking in skills when it Chavarri, Ivan de Dios such large emerging markets. It’s no coincidence that it is comes to branding of traditional shops. By and large, Art Director: Ivan de Dios the WPP agencies that command the lion's share of media research concludes that creative and media agencies Copywriter: Guillermo Santaisabel buying in India and China. Currently, Europe and US are still built around the mass model. make for 82 per cent of the revenue generation of WPP.

52 The Brand Reporter, March 1-15, 2008

        agencyfaqs!

To Russia With... ursuing its expansion plans in office in Russia last year. To push its PRussia, computer giant, Apple is products, the company has localised showcasing its line of new localised the user interface of most of the products in Moscow. devices to make them accessible to Apple has a wide range of prod- large number of Russian consumers. ucts at display which include Further, as an add-on, Apple has MacBook Air, the world's thinnest localised the music-playing, web- laptop, Apple iPods and Apple TV. surfing devices for Russians. The firm aggressively advocates for IT analysts are, however, critical of its newly upgraded iPod Touch as a Apple's marketing strategy. Sergei must-have. Skripnikov, an IT analyst for Expert Additionally, the models demon- magazine, remarks that Apple's mar- strated include Google Maps for keting strategy in Russia is going to Russia, which makes getting direc- prove counterproductive as it is focus- tions around Moscow easy and ing only on a narrow market segment. quick. Apple is aggressively market- He points out that Apple capitalis- ing its product to position them as es on its popularity and, in the the must have gadgets in Russia's process, its products remain restricted highly lucrative computer and to a narrow circle of consumers com- music-player market. prising of professionals and tech Apple set up a representative people only.

  The Slide Begins he Bureau of Labour Statistics, employment peaked in 1990. Tat AD Age Data Centre has, in a But the good news comes from recent study, concluded that the the robust performance of web. It media workforce in the US is going is still going strong when it comes through a major slump. to recruitment. Internet media com- The slump in the newspaper panies, a sector that includes industry saw media employment in search engines and web portals, is the US fall to a 15-year low in a bright spot on the horizon, as it December, last marked a jump of year. 13.4 per cent in Newspapers, TV jobs last year. and radio all cut Employment in staffing last year. advertising and The only category marketing-servic- to add jobs were es, however, saw magazines - up a a steady growth. by a meagre 400 jobs and Internet The cause for this disparity results media companies up by 9,200. The from the fact that marketers are biggest problem is with newspapers exploring avenues such as digital, as they are saddled with heavy direct marketing, promotions and costs of printing and distribution. events. The availability of these Newspapers, accounting for half of choices creates more opportunities 82,800 media jobs lost since 2000. for consultants to help define One in four newspaper jobs have strategies. disappeared since newspaper Compiled by Sangeeta Tanwar

54 The Brand Reporter, March 1-15, 2008 Jharkhand now has two icons. Dhoni is the latest. Advertise with Hindustan, Jharkhand’s No.1 newspaper since inception.

Bihar Uttar Pradesh Jharkhand Delhi  
 Aashirvaad Apple ITC has brought out its latest Apple has added a new pink iPod Nano to the existing lineup of the offering, Aashirvaad Vada Instant popular music player. iPod Nano features a two-inch display, which Mix. The pack comes with lets users watch their favourite home movies and photos on the go. instructions that are easy to fol- iPod Nano delivers up to 24 hours of audio playback or five hours low so that even beginners in the of video playback on a single charge and is encased in a beautiful kitchen can cook up a set of 15 all-metal design made with anodized aluminum and polished stain- Vadas. Perfect for breakfasts and less steel, which is also available in silver, black, blue and green. snacks, this item is aimed at busy iPod Nano features an enhanced user interface that shows off consumers with a taste for good album artwork and photos and includes Cover Flow, so one can food. With scroll through the entire music collection using the Click Wheel. every 200 gm All iPod Nano models include ear- bud headphones, a USB to Aashirvaad 30-pin cable and a Universal Dock Connector. The Pink iPod Vada Instant Nano is available in an 8GB model for Rs 11,400. Mix, a free 125 gm of Sambar Dal is on offer. Aashirvaad SAMSUNG Vada Instant Samsung Telecommunications India has launched its entry level mobile hand- Mix is priced set, the Samsung Guru100. It is equipped with features such as MP3 at Rs 34 and ringtones, mobile tracker and nine-hour long battery. Samsung Guru100 is a is available stylish bar-shaped handset that is embedded with a host of consumer friendly across stores throughout the features such as large and clear LCD screen, a powerful speakerphone to give country. users a hands-free comfort, a capacity to store up to 500 phonebook entries. A Hinglish SMS feature, facilitates faster typing and makes messaging more fun since it recognises both English and Hindi words. Priced at Rs 1,949, the phone provides a value for money proposition for its users. Meadow Lea Meadow Lea, a prominent brand in chilled spread has been launched , in association with AB Samsonite Mauri India, a division of Samsonite Black Label, a global brand in luxury travel bags recently introduced Associated British Foods. a fresh collection in India. This collection is an innovation to its existing range Cholesterol-free Meadow Lea is not only in terms of design but also colour and texture. A computer bag for available in four variants – women, a messenger bag, and cosmetic pouch, a leather travel wallet, a croco- Original, Salt-Reduced, Lite and dile print passport holder and a name tag with a key holder are some of the Canola. It is a pure substitute for highlights of this collection. Incorporating the elements of fragility and strength; butter, fats and cheese, consisting tradition and modernity, this collection is a good choice for the traveller. The of 100 per cent vegetable oil made range of bags in this collection is priced from Rs 22,000 onwards and the travel from Canola and Sunflower seeds. pieces are priced from Rs 36,000 onwards. The collection is available at all Meadow Lea goes well with Samsonite black label stores in the country. breads, dosas, chapatis and parathas. It can also be added to rice and is ideal for spreading, Victorinox Swiss-based Victorinox has launched its travel gear . This has baking and cooking. It is high in been done owing to the growing travel sector in India. The col- mono-unsaturates and omega-3. lection consists of bags for business, travel and college use, that It is priced at Rs 95 for 250 gm include wheeled garment bags, laptop bags, wheeled daypacks, and Rs 135 for backpacks, uprights, duffels, tote bags, hanging toiletry kits, and 500 gm. other accessories like passport cases, travel locks, computer sleeves and more. Rugged dependability, sophisticated function- ality and uncompromising design are at the core of every Victorinox luggage piece. A few select bags also offer a free ‘Swiss Tracker Bag Tracking Programme’. With this programme, one can be reunited with their lost bag anywhere in the world for free. The range is priced between Rs 2,400 and Rs 22,000, while the accessories are priced between Rs 600 and Rs 3,460.

56 The Brand Reporter, March 1-15, 2008

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6 2 The Brand Reporter, March 1-15, 2008 days... 26 issues... Thank you Delhi!

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