Simi Sabhaney Kirthiga Reddy Doing the Rex Why Indian Football Should

May 1-15, 2014 Volume 2, Issue 23 `100

Why Indian football should take heart from the launch of the Indian Super League. 20

Subscriber copy not for resale 29 14 31 PLUS VODAFONE ZOOZOOS At it Again 6

AMBUJA CEMENT Shattering Walls 12

MIRCHI KAAN AWARDS DEFINING MOMENTS DUREX INTERVIEW Scarecrow Rules 28 Simi Sabhaney Doing the Rex Kirthiga Reddy FLIPKART Dentsu’s CEO is ready to This digital film is a big hit Facebook India’s head on explore the unknown. on social media. advertisers and India. Shopping Outdoors 30

EDITORIAL

This fortnight... Volume 2, Issue 23

e got an insight into the plight of Indian football in the most unexpected way EDITOR Wlast week. A colleague wanted to buy a photograph of Indian players from one Sreekant Khandekar May 1-15, 2014 Volume 2, Issue 23 `100 of the stock image libraries. They couldn’t find one. And when they did find pictures PUBLISHER Prasanna Singh of Indian players playing football it wasn’t what they had in mind: these were images DEPUTY EDITOR of cricketer Mahendra Singh Dhoni and others relaxing with football! But pictures of Ashwini Gangal the Indian football team at play? None that we could find. SENIOR LAYOUT ARTIST Vinay Dominic India’s international performance in football is a bit of a joke. It reached its peak PRODUCTION EXECUTIVE in the 1950s and 1960s and the Indian team even emerged at No 4 in the 1956 Andrias Kisku Olympics. There has been embarrassingly little to say since. In a number of states, ADVERTISING ENQUIRIES among them West Bengal, Kerala, Goa and the North East, football is hugely Naveen Arora, (0120) 4077803, 4077866 Why Indian football should take heart from the Noida launch of the Indian Super League. 20 popular. Even in other places, it is common to see kids kicking a ball around.

Subscriber copy not for resale 29 14 31 PLUS Arunima Bhattacharya, (022) 40429702-5 VODAFONE ZOOZOOS Mumbai At it Again 6 Now, metros are witnessing upper middle class children joining organised football AMBUJA CEMENT Shattering Walls 12 [email protected] MIRCHI KAAN AWARDS leagues. There is a resurgence of popularity for football but, alas, it has nothing DEFINING MOMENTS DUREX INTERVIEW Scarecrow Rules 28 Simi Sabhaney Doing the Rex Kirthiga Reddy FLIPKART Dentsu’s CEO is ready to This digital film is a big hit Facebook India’s head on explore the unknown. on social media. advertisers and India. Shopping Outdoors 30 whatsoever to do with the quality of play in India. Almost the entire television MARKETING OFFICE B-3, First Floor, Sector-4, Noida-201301. viewership is to watch the international matches in which Indians don’t feature. In Tel: (0120) 4077800. fact, the popularity of the likes of the English Premier League on TV has destroyed MUMBAI ticket sales to Indian club matches across India. People don’t care to watch second grade football when 501-502, Makani Center, 5th Floor, Off Linking Road, Bandra (W), they can see the world’s best so comfortably at home. Mumbai - 400050 Tel: +91-22-40429 709 - 712 There is an air of hopelessness about Indian football. This is not surprising considering that the BENGALURU country stands at No 145 in world rankings. Last year, even war-torn Afghanistan thrashed India in a S-1, New Bridge Corporate Centre, 777 D, 100 ft Road, Indira Nagar, regional tournament. Poor infrastructure and appalling administration of the game are two of the reasons Bengaluru - 560038, India why things are the way they are. SUBSCRIPTION ENQUIRIES Akhilesh Singh, (0120) 4077837 The question is: can the launch of the Indian Super League with such powerful partners as Reliance, [email protected] IMG and STAR revive the game? With the glamour of ﬁlm and sports stars, the power of money and Owned by Banyan Netfaqs Pvt Ltd and the reach of media, this is the best chance yet to yank Indian football up by the seat of its pants. Let’s Printed and published by Prasanna Singh, keep our ﬁngers crossed. at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063.

Printed at Cirrus Graphics Private Limited B-61, Sector 67, Noida (U.P.), 201301 Sreekant Khandekar Cover Design [email protected] Vinay Dominic CONTENTS 26 8 PLUS

LEO BURNETT INDIA FEVICOL End of an Era? 4 Game of Thrones Chairs tell tales. IPL-TWITTER Reading the elections, 6 the Fevicol way. Tweet Buddies

TANISHQ IPL 2014 28 24 Extending the Call Investing in Happiness 10 An app that has everything the IPL fan is looking for. BAJAL ALLIANZ Driving Awareness 26 AXN 27 An Action-Packed Month NATIONAL GEOGRAPHIC OPERATION BLACK DOT TURNER - WARNER TV Buzz on the Cover Dare to Get Inked The channel has lined up ﬁve 30 new show launches within Photography takes a Exhorting the youth to come Operational Control the span of a month. competitive turn. out and cast their vote.

afaqs! Reporter, May 1-15, 2014 3 $'9(57,6,1* LEO BURNETT INDIA End of an Era? As the agency undergoes a leadership churn, we look back at KV Sridhar and Arvind Sharma’s long partnership and assess what the future holds. By Ashwini Gangal

eople make the place, they say. So when Adds the founder of Spatial Access, a media two “people of vintage”, as an onlooker put audit firm, “From an organisational perspective, Pit, leave a place in close succession, the said sometimes these partnerships can be too long. place is likely to undergo dramatic change. We Every decade, organisations need to go through look at this adage in the light of the recent leader- churn and if they don’t, they end up getting into ship change at the Big Apple in Mumbai - change a bit of a rut.” that will impact the future of Leo Burnett India. There are enough and more people who roll Last October, Arvind Sharma, the agency’s their eyes at the mention of Pops and Sharma’s chairman and CEO, India sub-continent - who common goal. Here’s where the scam word has also contributed significantly to industry bod- comes in. Recounting the agency’s famed Luxor ies like ASCI and AAAI - announced his decision Highlighter campaign - one that received both, to move on from the agency, after 30 years of accolades and flak - these eye-rollers say Burnett’s service. Recently, another cog in the agency’s top skew towards awards-driven work might decline rung, KV Sridhar, or Pops as he is better known, soon. Mark Tutssel, are you reading this? announced his departure from the agency, where Scale, say many, is another area in he spent 17 (non-consecutive) years. He was the which the agency could have done bet- agency’s chief creative officer, India sub-continent. art and nurtured talent in that ter under the leadership of the two Together, the two struck a strong partnership, one area,” explains an industry outgoing heads. They feel, Burnett that the media will have to start getting used to observer, saying the ‘Nitesh - which is roughly one-fourth the referring to in the past tense. Tiwari way’ will find room size of Ogilvy in India, in terms of When I did a story on Lowe Lintas’ R Balki to grow within the agency annual revenue - has plenty room recently, I spoke to his peers to get a sense of how system in the days ahead. to grow as far as sheer size goes. he, as an individual, is positioned in the industry. Tiwari, who is currently busy At the time, Pops, former Lintas hand and a friend with the feature film industry, FUTURE READY? of Balki’s, had said to me, “Every agency has its will continue being associated oan boys Walter Saldanha and own philosophy and personality. Over time, it per- with the agency and will continue GBrendan Pereira co-founded colates down from the leader to the team,” going working on key assignments. Chaitra Advertising in 1972, in the midst on to explain how Balki’s ideas have influenced of “one of the worst recessions in advertising his agency. history,” as author Manendra Mohan says in his Taking this very thought forward, we decided book titled ‘Advertising Management: Concepts “THE DUO to take a look at what the duo’s long partnership and Cases’. Interestingly, a gentleman called Leo meant, and how its absence will affect the agency, HAD BUILT AN Burnett started his agency in 1935, during the for better or for worse. ECOSYSTEM Great Depression, in Chicago, USA. The now Publicis Omnicom Group-owned CREATIVE FOCUS OF GREAT Leo Burnett entered India in 1992, when Chaitra S Chakravarthy, NCD, FCB Ulka, says, CREATIVITY.” became Chaitra Leo Burnett. After around eight “Their (Pops and Sharma’s) vision was very years, the Chaitra name was dropped and Leo K SATBIR SINGH clear - creative focus. They wanted to make Leo Burnett India was born. Some of its big ticket Burnett a creative powerhouse. That was their accounts in India include globally aligned ones strategy and they stuck to it.” Chax worked at such as Thums Up (part of the Coca-Cola busi- Burnett between 1992 and 2001, by which time he ness), McDonald’s, Tide (P&G) and Complan grew to become the agency’s NCD. “POPS AND (owned by Heinz in India) as well as local clients Satbir Singh, managing partner and chief crea- SHARMA WANTED like KBC, among several others. tive officer, Havas Worldwide, who worked at From Chaitra to Leo Burnett, the group has Burnett Delhi for a bit, says, “It is difficult to think TO MAKE LEO come a long way in India. Question is: Is it ready of Leo Burnett without Arvind and Pops. They BURNETT for its third innings? Yes, we gather. built an ecosystem of great creativity. Usually, it is A CREATIVE As far as predictions go, there’s a strong view not easy for an organisation relying only on peo- that under the leadership of Saurabh Varma, ple, to overcome the loss of so many who shaped it POWERHOUSE.” the agency’s CEO in India (since last October), for so long and bounce back immediately.” KS CHAKRAVARTHY Burnett’s next era will be a strategy-strong one. Some industry folk are of a different view. They Henceforth, the industry also expects to see a collectively say, “It’s about time this happened.” KAUSHIK CHAKRAVORTY renewed focus on digital and new media at the As the Mumbai-based head of a leading creative agency where Vikas Tandon and team at Indigo agency puts it, “The era of eternal companies is HEAD AND HEART Consulting, will play an important role. over. Burnett needs fresh, young blood. It is not eenakshi Madhvani has a balanced view. So the spotlight’s on Varma, who along with possible to keep yourself creatively juiced up for M“The partnership of Pops and Arvind Burnett’s next creative head (BBDO’s RajDeepak 30 years in one agency.” brought stability and consistency to Leo Burnett,” Das, the agency’s new chief creative officer) will Others opine the biggest change for the agency she says, “It is important for the suit and the help change the agency’s elevator pitch from ‘Most will be in its creative product, as with Pops, head creative to work well together. Theirs was a Awarded’ and ‘The place that gave us great creative exits the ‘Pops way’ of doing things. Well, what complimentary approach - Arvind was strong on talent like Paddy,’ to something newer, bigger and was Pops’ signature style? “Being a painter and the ‘head’ part of the communication and Pops better. design-focused guy, he was a great believer in brought in the ‘heart’ part.” [email protected]

4 afaqs! Reporter, May 1-15, 2014

$'9(57,6,1* VODAFONE ZOOZOOS IPL/TWITTER At it Again Tweet-buddies The brand has launched two TVCs featuring Zoozoos during IPL 7, The joint initiatives aim communicating the new offerings. By Prachi Srivastava at bringing real time experiences to fans. given to the agency, Rajiv Rao, NCD, By Devesh Gupta Ogilvy, says, “The brief was to communicate new services and products fter their partnership in 2013, IPL of the brand. There are lots of new and Twitter are set to unveil a offerings of the brand that will be Anew standard of live, interactive, communicated with a series of 10 conversational experiences for cricket fans Zoozoo ads that will be launched globally, with a partnership that will be during IPL 7. The properties - IPL seamlessly integrated on-air, on-ground and Zoozoos - have become stronger and online. together for Vodafone and this is The new initiatives include Twitter the reason why Zoozoos come back IPL Calendar, IPL Pulse, Best Tweets and every IPL season. Since the charac- Hashtag Battles, #IPLSelﬁe, #IPLMagic, ters are clutter-breaking, they make @IPLSpiderCam, #TwitterMirror and sure that Vodafone’s communication Twitter Q&As. isn’t lost in the other ads.” With the IPL Calender, people will be he Indian Premier League is There are no dialogues in Zoozoo able to set reminders for their favourite back with its new edition and ads. Is it a challenge to conceptualise matches, by simply tweeting @IPL with the Tso are Vodafone’s popular such ads? Rao answers, “In fact that hashtag #Calendar; they will then receive characters, the Zoozoos. The egg- is a good thing - telling a story with- calendar entries for each IPL match on shell-shaped characters took birth out any dialogue. They are simple their mobile phone, which will remind the during IPL Season 2 and since then and universal. The main challenge fan of the match’s starting time, 10 minutes have been coming back year on year is to come up with interesting and before the start of each game. with new concepts to communicate refreshing ideas.” With IPL Pulse, audiences will also hear Vodafone’s customer experience that The other TVCs will promote offers “unique” products and ser- several such products and services vices to make customers’ lives simple like voice, mobile internet, custom- and convenient. er service and retail. The Vodafone This year, while IPL Season 7 is “Superfan” promotion will also on-air, Vodafone has launched two be part of this campaign enabling

new TVCs created by Ogilvy & FOTOCORP customers to win a ‘money can’t Mather. The brand is expected to Rao: the IPL love buy’ IPL experience. Superfan will roll out two TVCs every week, for a be primarily led by digital and on- period of five weeks. ground activations. The first two television commercials revolve Talking about the campaign, Ronita Mitra, SVP, around Vodafone’s two product propositions - brand communications and insights, Vodafone India, ‘Choose Your Number’ and ‘Chhota Credit’. They says, “IPL 2014 campaign will showcase a gamut of depict Zoozoos in a creative and engaging manner to products and services which deliver on the promise the story of IPL-7, as told through Twitter connect the customer ‘pain point’, thus linking it to of a differentiated telecom brand experience, thus Data, and data visualisations depicted in the proposition that Vodafone offers. making the lives of our customers simple and con- broadcast highlighting the most buzzing ‘Chhota Credit’ opens on a quiz show setting, venient. The Zoozoos have become a big part of players, conversations, and trends. IPL complete with a clapping audience and title track India’s cultural conscience. Breaking through the Pulse will also be available on the IPL playing in the background. One Zoozoo, who plays monotony and fatigue, the Zoozoos have been pre- website during the season. Fans at the the quiz master, asks the contestant Zoozoo a ques- sented in a refreshed and engaging creative format stadium can tweet with #PepsiIPL as well tion for which four answer options are shown on to communicate our proposition. This year it will and experience the visualisation growing the screen. The contestant Zoozoo chooses to use be very entertaining for the viewers to spot the pop- larger-than-life on the giant screens. the lifeline - phone a friend. He dials his friend, but culture reference in each of the ads and talk about it.” The Best Tweets and Hashtag Battles there is no balance left on his phone. Just then, the But isn’t it harmful for a brand’s proper- feature provides the fans with the shot changes to text that reads, ‘Ran out of balance? ty (Zoozoos) to be associated with one property, opportunity to see the best tweets on Top-up instantly with Chhota Credit.’ such as IPL here. Sharda Agarwal, executive direc- screen, and vote for their favourite teams ‘Choose The Number’ opens on a reality show tor, MarketGate Consulting thinks Zoozoo and and players in the team and player hashtag setting where a contestant is shown performing to Vodafone’s association is a positive one, even without battles, whose results will be showcased in music playing in the background. The judges are not IPL. Agarwal also feels that there has never been an real-time, throughout the match. impressed by the performance awareness problem with Vodafone. With Zoozoos in Selfies are in trend. With #IPLselfie, and give him zero. The con- IPL, the brand is just communicating a message in fans tweeting with #IPLselfie this season testant tries another form of a creative way. “It’s similar to Flipkart’s campaign, will have their photos featured on the IPL dance but fails again. He then wherein kids act like adults. So, these are unusual and website. thinks of a new performance memorable creative devices.” At the end of every match, fans will and tries an act along with a The strategy of Vodafone to bring back Zoozoos be able to receive a personalised photo popular Bollywood number, once a year is a great one, according to Agarwal. message with an iconic image from every which the judges like and “Vodafone, IPL and Zoozoo are a triangular relation- match of IPL-7 when they tweet to @IPL rate with a score of 10. ship and it works positively for the brand.” Talking about the brief [email protected] FRQWLQXHGRQSDJH>>

6 afaqs! Reporter, May 1-15, 2014 East, west, = north and south.

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Valid only for display advertising. Conditions apply. Map is indicative, not to scale. $'9(57,6,1* FEVICOL Game of Thrones Fevicol’s new campaign takes symbolism to a new level. The ad film talks about a strong and stable ‘kursi’ for the nation. By Saumya Tewari

high impact political development is around the corner. Opinion polls, analysts Aand all kinds of experts are in overdrive mode, trying to predict the name of the person who will sit on the coveted chair, or ‘kursi’ and form the next government. Leading adhesive brand Fevicol, in its latest “The Chair,” he says, talking about the creative campaign, takes note of this atmosphere through idea, “is the root of power and control. It is at a witty film, full of innuendo. The hero of the the centre of every conversation today, as people film is clearly the set of wooden chairs carved to are taking unprecedented interest in this time’s represent three of the buzziest political parties out general elections. With no clear favourite, it is there. anyone’s guess who will win this election. There Created by Ogilvy India, the film is set in a is only hope that whoever wins, sticks to the chair carpenter’s workshop. As the workers go about and does good work.”

POLITICALLY CORRECT? The hero of the film is ccording to Divyapratap Mehta, former FOTOCORP Anational planning director, Publicis Capital, a set of wooden chairs Avasthi (left) and Jayaraj: chairleaders who believes timing plays a key “strategic role” in carved to represent three the effectiveness of a piece of communication, this current topics and subtly imbibe the brand message ad is “engaging and apt.” buzziest political parties. into the script. There is a common sentiment of a “The language used is very colloquial - I stable government in the country and we have think this mix should definitely create high brand their jobs, a tea vendor enters and asks the person used humour to play around it in the ad,” Avasthi salience for Fevicol,” he says. in charge why they are making such odd looking explains. A brand strategy expert at a leading creative chairs. The carpenter explains that the lotus- The campaign also breaks the trademark agency gives us a counter-view. While he agrees shaped chair belongs to ‘Nalinderbhai’ party while ‘Rajasthan imagery’ that Fevicol has grown to the ad is topical and has integrated the brand the palm-shaped chair has been made ‘adjustable’, become associated with in its communication. The proposition into the plot very cleverly, he insists as there’s no clarity about its occupant. visual imagery, Avasthi says, has been kept “earthy there’s a “political sub-text” embedded in the The last chair, he says, is a ‘third party’ chair and son of the soil” to connect with the common campaign. which has been made using a bunch of other public. “While it does not tell people whom to vote chairs. The tea-vendor, at this point, tells them to Keeping alive the brand’s proposition of ‘strong for,” he says, choosing to comment anonymously, use Fevicol while making all these chairs, so that bonds’, the campaign has taken a political theme, “It does end up taking potshots at certain political no matter which one gets used, it remains strong but yet, does not indulge in political commentary formations - Congress and Aam Aadmi Party. It also and lasts long. The double meaning is lost on no of any kind, states Anil Jayaraj, chief marketing ends up educating voters about the lotus, political one. officer, Pidilite Industries. symbol of the BJP, which Modi is sporting on all According to Abhijit Avasthi, national creative Given the current mood of the nation and the his clothes these days. The presence of a tea-seller director, Ogilvy India, “the element of topicality” impending decision regarding its future leaders, the in the ad might just be a curious co-incidence.” has paid great dividends to the brand in the past. brand decided to create a piece of communication “All in all, it is a smart and likeable ad that might And it certainly doesn’t get timelier than this. around this theme, says Jayaraj about the topical work for more than just one brand,” he says. “Our aim is to create interesting campaigns around nature of the commercial. [email protected]

<< FRQWLQXHGIURPSDJH IPL. interact with fans one to one. The #TwitterMirror feature Rishi Jaitly, India market director, ...Tweet-buddies brings players and the members of Twitter, says, “By bringing together the winning team the ability to share Twitter best practices and innovation with #Magic. This feature will be candid messages with fans through at such scale to a global audience, personalised for every user, with a customised photos, which will be IPL is again truly connecting to the message by the captain of the team tweeted from @IPL. The story of pulse of today’s cricket fans. We featured in the photo. This will be a the IPL will also be told through congratulate them for giving fans global ﬁrst interactive experience for six-second Vine videos through the around the world meaningful a sports league of this scale. 2014 season. opportunities to discover content, With the @IPLSpiderCam Between matches, the @IPL converse and self-express as part of feature, people can access exclusive Twitter handle will be regularly taken the IPL.” behind-the-scenes content from the over by players and commentators to Jaitley: a Tweeting hand [email protected]

8 afaqs! Reporter, May 1-15, 2014 3,287,240 = sq kms.

Valid only for display advertising. Conditions apply. Map is indicative, not to scale. $'9(57,6,1* TANISHQ Investing in Happiness Tanishq’s latest TVC positions itself as a man’s ‘Pehla Heera’ for his better half, we take note of the shift in focus from ‘consumer’ to ‘buyer’. By Saumya Tewari

n its communication so far, Tanishq has been focusing on Ithe end user - the woman, often shown as a bride. In its latest ad film, the jewellery brand from Titan, takes an unconventional route and shifts focus to a very important segment of ing with’ their jewellery at all. And the buyer pool - men looking to gift come to think of it, it’s not difficult jewellery to their partners. to imagine an additional scene at the For the most part, an Indian man’s end that shows the guy going ahead relationship with jewellery is lim- and gifting his partner the ring, and ited to occasion-based gifting of the watching her break down with hap- “Will you marry me?” or “Happy piness. Iyer explains that the idea is Anniversary!” kind. And both pur- to break away from the “assumed chases tend to be supervised by and clichéd imagery” of women and family or friends. Tanishq’s latest jewellery. campaign, aptly titled ‘Pehla Heera’, Deepika S Tewari, head mar- is not about any specific life event keting, jewellery division, Titan as such. Rather, it is aimed at giving Company, says the brand wanted to men sitting on the fence - about their break through the “regular clutter” of decision to buy their partner that ‘first ads around women-centric jewellery, diamond’ - a nudge. where focus is either on the jewellery Part of a three film series, the or the wearer, or both. minute long ad takes us through a This film, Tewari says, “Reflects heart to heart between two mid-level the typical way in which a man thinks executives on a coffee break. The when he has to make any big purchase “The ad mirrors the seemingly younger one wants to buy “The intention is to help or investment. Analysing return on his partner a diamond ring but is not aspect that analysing investment comes very naturally to the buyer overcome any convinced about its “return on invest- return on investment every man. In this ad, we have tried to ment”. barriers while buying the mirror this particular aspect of every His colleague tells him about comes very naturally to man’s nature when it comes to pur- first diamond.” “Nandita’s” tongue-tied, emotional every man. ” chasing jewellery,” she explains, going reaction when he gave her the same ARUN IYER on to share that her team has noticed a DEEPIKA S TEWARI gift; his use of his wife’s first name, healthy growth in the number of men among other cues, establishes the fact purchasing diamond jewellery at the that they’re buddies. That sheer joy, he explains, is from the consumer (the woman) to a section of store level, of late. the return on investment. The film ends as a voice the buyer pool (men). He clarifies, “The intention “It is common to see men accompany their over goes, “The first diamond. Try giving one and is to help the buyer overcome any ‘barriers’ or wives/partners while purchasing jewellery, as see what happens.” ‘apprehensions’ he may have while buying (read: against men shopping for jewellery alone or with We spoke to Arun Iyer, national creative direc- investing in) the first diamond.” friends,” she says. tor, Lowe Lintas and Partners, the agency that has The visual execution of this film defies category created the ad, about the brand’s apparent shift codes in that it doesn’t show women ‘interact- FRQWLQXHGRQSDJH>>

10 afaqs! Reporter, May 1-15, 2014 ONE = ENTIRE NATION

Valid only for display advertising. Conditions apply. Map is indicative, not to scale. $'9(57,6,1* AMBUJA CEMENT Shattering the Walls of Disparity Ambuja Cement gives a metaphorical spin to the otherwise clichéd concept of ‘mazbooti of a deewar’. By Saumya Tewari

Ambuja has launched this campaign after a gap of four years. In the past, the brand has aggressively promoted its product proposition of ‘giant compressive strength’. Some of Ambuja’s memorable commercials in this context include the one with the graphically created mascot, the ‘Ambuja Giant’; the one featuring actor Vijay, who is unable to perform a stunt that requires him to break a wall; and the funny one featuring actor Boman Irani, that’s about two estranged brothers trying to break a wall that divides their home in two. Post that, the Grey Worldwide released an emotion-laden campaign for Ambuja, about a builder who fails to break down the wall around an orphanage. Vivek Deshpande, head, brands and marketing strategies, Ambuja Cement, says the idea this time around was to take the concept of strength from

fter releasing a string of campaigns focused “Divisive walls on demonstrating the literal strength and “The campaign Adurability of walls made using Ambuja are invisible. We Cement, the brand has now tried a different tack, positions came up with the one that’s socially relevant. The recently released Ambuja Cement ad film alerts us to the proverbial walls we tend to idea of good walls as a social com- erect between ourselves, walls that divide people and bad walls.” basis their caste, creed and religion. mentator.” VIVEK Created by Publicis, a creative agency that is PARTHA SINHA part of the Publicis Omnicom Group, the minute DESHPANDE long TVC is set in an Indian classroom. The FOTOCORP students have been given the task of writing an essay on the word ‘Wall’. The teacher writes the piece of communication will take the element of a mere physical and functional space to a more word ‘mazbooti’ (Hindi for strength) on the board ‘strength’ associated with the brand to the next exalted one. He explains, “Walls, in the current before noticing the protagonist, a boy called Arjun, level. “The campaign takes Ambuja as a brand cultural context of India, have their benefits and disturbing students around him. She then asks beyond physical strength and positions it as a social disadvantages. On one hand they are protective; on him to read out his write-up. And this is where the commentator,” he says. the other, they are divisive. We figured out that the tone of the film changes. The issue of religious walls is brought out divisive walls are mostly invisible. Thus we came Arjun talks about the wall between him and his through nothing but the names Arjun and Iqbal. up with the idea of good walls and bad walls.” erstwhile cricket buddy, a certain Iqbal, whom he The idea, Sinha tells us, was to keep things subtle. Besides TV, the media mix includes digital, is no longer allowed to play with, because his uncle “We are trying to bring to the fore the social evils activation and print. Approximately `60 crore has alerted him to a wall that stands between them that exist and divide hearts. The idea is to convey has been earmarked for this pan-India campaign. - a wall Arjun says he cannot see. The writing on that such societal or monetary boundaries should Ambuja Cement has completed over 25 years of the wall (pun intended) is clear: Walls that create not exist and that the world should be one,” he operations in India. disharmony and disparity between people should says. [email protected] be broken down. Without saying it in so many words, the campaign touches upon a sensitive issue that is especially relevant in the Indian context - << FRQWLQXHGIURPSDJH a brand consultancy, believes When Tanishq launched that of communal divide between people. And this film is an evident attempt Mia, a range of jewellery tar- unfortunately, as indicated to widen the brand’s buyer geted specifically at working in the ad, this divide ...Investing in base. women, it in no way meant begins to take shape Besides TV, the month-long He explains his assessment, the brand was abandoning its in the minds of campaign will be promoted “While Tanishq will continue focus on non-working women people at a very through print, outdoor and to engage the ‘marriage seg- or on the whole ‘marriage seg- young age. digital (including a microsite) ment’ as well as its female ment’, Halve reminds us. Partha Sinha, media. customers, it is important for The campaign, he feels, is director, South them to indulge other seg- “timely”, given the fact that Asia, Publicis, and WIDENING THE BUYER ments through periodic men are increasingly getting the agency’s chief BASE? communication. In this case, involved in the jewellery buy- strategy officer, rand expert, Anand Halve, they have done so by targeting ing process. believes this latest Bco-founder, Chlorophyll, the male buyers.” [email protected]

12 afaqs! Reporter, May 1-15, 2014 Our graduates are thoroughbred professionals, equipped to deliver. Film | Media & Communication | Animation | VFX

Campuses: Mumbai | Pune | Bradford, UK | Nigeria To get in touch : [email protected] or Call Anjali Fulia +91 9892909950 | +91 022 3091 6227 *Conditions Apply | Visit us at www.whistlingwoods.net ',*,7$/ DUREX Done the Rex Yet? Durex has released a digital film titled ‘Do The Rex’, that has begun catching people’s fancy on social media. The film is a bold, rap sequence featuring Ranveer Singh. By Satrajit Sen

Adding to the waves the video has started creating online, is a Twitter hashtag (#DoTheRex) that has made it to the top ﬁve on the ‘trending’ list in India. Reckitt’s Kapoor is hopeful the video will be shared by surfers in the days ahead. Well, he needn’t worry. The video has already started - well, how should we put it? - ‘rexing’ (What? We mean moving!) on social media. Apparently, Ranveer Singh has written the lyrics himself. And the rapper, we learn, is actually him.

SEDUCED? he campaign is off to Ta promising start. Ex ure, we’re a nation where sex is still not minute and five second long video ad-man, Lakshmipathy Bhat, spoken about freely, but we’re also the has been created by digital agency who is currently the director Sbirthplace of a first-of-its-kind music video Digitas Lbi. First launched on of CodeConclave, a mobile released by a condom brand, one that has fetched the company’s page Durexindia. marketing firm, was among the over 1,50,000 in just a day from its launch. com/dotherex, the video was first ones to catch the video. In a Reckitt Benckiser’s Durex has released a peppy subsequently released on the tweet, he applauds the brand for rap video featuring Bollywood A-lister Ranveer brand’s YouTube channel. Kapoor: rex-ing it creating a film that makes great Singh, who gives us more than just pelvic thrusts According to the brand, the use of a celebrity. and funny lyrics (read: “khushiyon ka chaata”). campaign emerged from the insight that today, The film, Bhat feels, doesn’t look like an ad at He gives us a replicable youngsters in India, not only enjoy sex, but also all. “The brand has used ‘storytelling’ pretty well. signature dance move celebrate it. Therefore, the brand decided to keep It is bold and straightforward and is devoid of called ‘The Rex’, the ‘post-sex feel good factor’ at the heart of this metaphors. I think it reflects the way the Indian which, we learn, is a campaign. The message is: Great sex ‘moves’ you. society has grown to be and the way it has accepted physical expression Nitish Kapoor, general manager, Reckitt these so called taboos so far. Besides, it is also of the joy and ecstasy Benckiser India, says, “Our campaign emerges about the product category and how it has become one experiences after from the insight that true love and great sex, acceptable in Indian culture,” he says, optimistic having a wonderful together, create a spectacular experience that about the fate of the film. sexual experience. deserves to be celebrated by everyone, every day. The condom category in India is currently Evidently targeted The purpose behind creating this dance move was valued at `70 crore. Durex claims to be among the at the country’s to give people a way to physically express their joy top five players. youth, the two after having great sex.” [email protected]

an initiative

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

V-GUARD MICROMAX LIFESTYLE The Inverter UPS and battery commercial takes a The TVC for the smartphone revolves around the ‘you The TVC captures insights of how the same garment humorous dig at powercuts. It shows a man applying a can’ ideology. It showcases the colourful world of doodles could be styled to suit different roles and occasions that facial cream while his wife is in the kitchen cooking when with the main protagonist being a cute piggy, who can do someone undergoes. The content reflects upon consumer the power goes off. This witty take highlights the need for impossible things and push the limits because of the large preferences and unique fashion sensibilities. ‘full time power’ which an inverter provides. 6-inch screen of the Canvas Doodle 3.

Creative Agency: Fisheye Creative Solutions Creative Agency: Lowe Lintas Creative Agency: JWT PRINT ROTOMAC The ball point pen maker released a set of advertisements where it drew the portraits of Marilyn Monroe, former American star; Gioconda or Mona Lisa and Saul Hudson, British MYNTRA American musician TOI The idea is to promote Roadster - Jeanswear brand from and song-writer The English daily released a print ad where it emphasised Myntra with its new endorser Ranveer Singh with a focus on a balloon to that its election coverage is biased towards the people to establish itself as the fashion brand for young India. communicate of India. The advertisement is a part of the run up to the The brand rides on the philosphy Life is Now, and not a with its audience about the Rotomac Microfine. The pan general elections. The ad was released in all the major distant dream of another day. The campaign is being run India campaign was run across all the major dailies of the cities of the country where the English news daily is across all the major national dailies of the country. country. circulated.

CCreative Agency: DDB Mudra Creative Agency: Taproot OOH DIGITAL

RED FM ADLABS IMAGICA TRANE INDIA The radio station has launched a campaign in association The outdoor campaign promotes the park as the perfect Trane has launched a digital advertising campaign, with the Election Commission of India and has put destination for families and youngsters. It has placed focussing on the significance of smart solutions that ease billboards across New Delhi, Mumbai, Ahmedabad, Kolkata the hoardings in areas such as Bandra, Andheri, Vasai efforts for its consumers. The digital campaign titled ‘‘Be and Pune. The hoardings are integrated with digital LED and Dahisar. The theme park aims to make its summer Smart, Be Lazy’’ visualises and accentuates the collective pledge-meters reflecting the number of people who have celebration special and memorable with 26 themed rides intellect of some of the smartest minds who invented pledged to vote. and attractions for the young and the old, including the smart solutions and devices that enhance laziness. five new kiddie rides this summer. Agency: DDB MudraMax Agency: Global Advertisers Creative Agency: ITSA

Got some great campaign that has been published recently? Upload it on afaqs! for the world to see. Visit: www.afaqs.com/advertising/creative_showcase

16 afaqs! Reporter, May 1-15, 2014

Some Indian players hard at work

FOTOCORP THE GAME IS AFOOT Why Indian football should take heart from the launch of the Indian Super League. By Devesh Gupta

his is not cricket. This story is about (2007, 2009 and 2012) and a qualification to the Indian football, which even the diehard %5$1'6$1')227%$// AFC Asian Cup (2011). That, however, didn’t stop optimist can only describe as sad what t is not as if Indian football clubs have nobody to many clubs like Mahindra United Football Club, with its low popularity and hardly any back them. Some examples stand out. Kingfisher JCT Mills and Viva Kerala from shutting down Tviewership for domestic games. It does not help I recently. No media coverage, dwindling audiences, sponsors East Bengal Club, while McDowell’s that India is ranked 145th in the world rankings (of sponsors Mohun Bagan Athletic Club. Aircel is the hardly any sponsors, lackadaisical support from the the 207 nations playing the game). It also does not title sponsor for the Shillong Lajong Club, Airtel is the federations and increasing costs pushed football help that ineffective federations and a huge policy biggest sponsor of the I League. There are others into a hole. But things are changing now. paralysis hold up things. But there seems to be a that are sponsored by companies such as ONGC and silver lining around all this gloom. Coca Cola. THE SUPER LEAGUE Says Samar Singh Sheikhawat, senior vice- n April this year, the game came into focus in a ACTION REPLAY president, marketing, United Breweries, ‘‘We invest Ibig way with the announcement of the Indian ndia was seen as a force in Asia in the ‘50s and in players, their coaching, upgradation of training Super League (ISL). Promoted by Star India and I‘60s and was among top 20 football playing facilities, gymnasiums, digital promotions (East IMG Reliance under the aegis of the All India nations. The golden era of Indian football was in Bengal has the largest social media fan page in Football Federation (AIFF), the inaugural season between 1951-62 when it won several international India).’’ Anupam Vasudev, chief marketing officer, will be played from September to November. championships including the 1951 and 1962 Asian Aircel, says, ‘‘We aim to encourage the current crop The league has eight franchisees: Goa, Delhi, Games and stood fourth at the 1956 Olympics. of young talent and shape them into future football Mumbai, Pune, Delhi, Kochi, Hyderabad and Some of the popular football names of those stars. Shillong Lajong FC is Shillong’s pride and their Bengaluru. These are owned by Bollywood celebs, times were Talimaran Ao (Indian captain in its first huge fan base helps Aircel engage with the youth and business houses and sports celebrities such as the official game in 1948 Olympics), Sailendra Nath build local connect in the region.’’ former cricketers Sachin Tendulkar and Sourav Manna (captain and defender), PK Banerjee and According to a GroupM report, on-ground Ganguly, Bollywood actors Salman Khan, Ranbir sponsorships in Indian football increased from Rs Subimal Chuni Goswami (strikers) and Neville Kapoor, John Abraham and businessmen such as 85 million to Rs 142 million between 2008 and D’Souza (captain). The game has a history of Venugopal Dhoot (Videocon), Sameer Manchanda 2013. Brands like Bajaj Allianz and Vodafone do a more than 100 years in India with the Durand lot of activity around the sport to connect with the (represtents the Den Network), Dattraj Salgaocar Cup being launched in 1888 and Mohun Bagan consumer. The former organises a grassroots contact (VM Salgaocar Group) and others. Athletic Club formed in 1889. IFA Shield, another programme, Allianz Junior Football Camp. In 2013 Kushal Das, general secretary, AIFF, is of the popular tournament was established in 1893. alone, it claims to have targeted 850 schools across opinion that ISL will lift Indian football. “The What went wrong with Indian football - post 120 cities, reaching out to more than 43,000 kids. Some idea behind ISL is to get more eyeballs and the ‘60s till about the ‘90s - could fill a book. of the kids - after being selected - train with Bayern investments. Our current properties such as the Then came a resurgence of sorts with players Munich in Germany. Says Rituraj Bhattacharjee, head, I Leagues, Santosh Trophy and others were not like Baichung Bhutia and Sunil Chhetri attaining market management, Bajaj Allianz Life Insurance, achieving this purpose, so we thought of creating celeb status, when both signed professional ‘‘We wanted to connect to parents and children.’’ a league attracting high net worth individuals, football contracts with England’s Bury Town and Some of the other independent football programs run corporates and Bollywood stars, who will bring Portugal’s Sporting Lisbon respectively. by brands are Aircel Campus tournament, Airtel Rising traction and investment to it.” Some minor achievements too came the Star, Street Children Football World Cup and the Sanjay Gupta, COO, Star India, points out country’s way in the form of the Nehru Cup Vodafone GFDC Rising Stars Football Festival 2013. that this investment is of a different kind. “It is

20 afaqs! Reporter, May 1-15, 2014 &29(56725<

not a thing of one year but of many years. The ad revenues will be distributed among the eight choosing the bidders. June, 2014 will see the roll- important part is getting the right players and clubs, adding to the team sponsorship and gate out of an ambitious six months school outreach paying the right amount of money because we receipts for seven home matches along with the programme introducing and imparting basic want that a 10- or 12-year-old kid should be playoff match (if a club qualifies for it). According football to one million children. Together with thinking about becoming a footballer,” tells Gupta. to Gupta of Star India the total investment for the eight franchisees, an investment of Rs 16 crore per The ISL will be played on a home-and-away first season would be around Rs 400 crore including year has been allocated for this. Going forward, format - each team gets to play seven home and the production, marketing, players, stadium, out each franchisee has been mandated to have age the same number of away matches. The top four of stadiums, overseas players and other costs. group training programmes starting with the in the points table will make it to the knock-out “We expect the first year ad-sponsorship revenue under-8s and by the fifth year to set up academies. stage. Each team will have a squad of 22 players. collection to be between Rs 150-200 crore,” he At this point of time, there aren’t too many This includes one marquee player (of international predicts. Ticket sales provide more. details available about the league - there is no repute having recently played in a World Cup), PVP Ventures (it owns the Kochi franchisee official website, no official Facebook Page or a seven international players and 14 Indian players. along with Tendulkar) is banking on the fact Twitter handle. The franchisees have not yet Sixty one matches will be played. Some of the that football is the most popular sport in the shared their marketing strategies but claim that international footballers’ names doing the rounds world. Rajeev Kamineni, executive director, PVP many advertisers are interested. According to are Robert Pires, former France and Arsenal mid- Ventures says, “Our revenue will come mainly Gupta of Star India, the marketing budget for the fielder; Fredrik Ljungberg, former Swedish player from endorsements and sponsorship and we have ISL would be to the tune of Rs 100 crore and the and ex-Arsenal mid-fielder, France’s Thierry made a significant financial commitment for the campaign is being handled by Ogilvy and Mather. Henry and New York Red Bulls striker, Hernan next 10 years.” Crespo, former Argentinian striker and Dwight “It is like a normal business,” declares Sameer ISL AND ADVERTISING Yorke, the former Trinidad and Tobago forward. Manchanda, managing director and chairman, upta says that the audience for the ISL will be Gthe young and aspirational class of SEC ABC in the age group of 15-30 in 1 million+ towns */2%$/38// :,//7+,6&+$1*(" such as Bombay, Delhi, Bangalore and Chennai, besides traditional football playing pockets. He (What the Indian football fan watches) (Most viewed sports in India) further adds that the game is growing at a rate of 80-100 per cent year on year in terms of ad SPORT TV VIEWERSHIP* revenues. PVP Ventures’ Kamineni is aiming for CRICKET 227.5 a 360-degree campaign that will “give our team WRESTLING** 139 maximum visibility.” Four years ago, International Management FOOTBALL 108 Group (IMG), a global company that has its HOCKEY 29 business in sports, fashion and media, signed a TENNIS 26 deal (in association with Reliance) with the AIFF RACING 12 purchasing the marketing rights for football in India for a period of 15 years under which it will BADMINTON 6 also be responsible to develop the sport in the GOLF 5 International Domestic Total: country. The alliance owns the commercial rights Football Football 108 Million to the game including media rights, sponsorship TV Viewership (CS M 15+ ABC All India Jan-Dec 2013) *In million (CS M 15+ ABC All India Jan-Dec 2013); **mostly WWE and advertising rights, licensing and merchandising Source: TAM Reports IMG Worldwide, Reliance Industries and Star 3/$<,1*%$//,1,1',$ India are equal partners in the league. While Star India incurs the production costs, the other two ll said and done, football is the second most popular years. ‘‘But today an 8- or 10-year-old is also watching will bear the marketing costs. The franchisees Agame in India after cricket. But when it comes football,’’ says Karnik of GroupM. In cricket it is, the were decided after a bidding process conducted by to TV viewership, football trails cricket and world entire family watching. But the former is picking up Ernst and Young. wrestling entertainment (see table). And within the in the metros. Bars and pubs host special offers for football-watching audience, a huge slice watches only big matches. According to Krishnan, there are fringe COST-BENEFIT ANALYSIS international football matches. viewers too. ‘‘Many people come for big events only. ccording to an ISL spokesperson the base The popular international football sporting events We have to push aggressively, nurture and market to Aprice for each city-based team was set at Rs that Indians love to watch are FIFA World Cup, them to make them dedicated fans,’’ he concludes. 12 crore at the time of ‘Invitation To Bid (ITB)’ English Premier League, Barclays Premier League, ‘‘The success of any sport,’’ points out Joydeep announcement. A total of 30 bid documents UEFA Champions League and the Spanish League. Basu of The Telegraph, ‘‘depends on the success and were sold. “We are happy to have received a Sony Six owns the broadcast rights to FIFA 2014 result of the efforts of your national team.’’ In India, commitment of Rs 120 crore per year from the and 2018 and the forthcoming under-17 World Cup a lot of hopes were pinned on the I League that was eight League Partners,” says an ISL spokesperson. (that India will host in 2017), the CONMEBOL matches started in 2007 bringing several top clubs of the country Vinit Karnik, national director - entertainment, from 2014 FIFA World Cup qualifying rounds, qualifiers to play each other. But it has not been able to spark sports and live events, GroupM, explains that ISL for UEFA Euro 2016 and UEFA Euro 2016, FIFA the fire. Confederation Cup Russia 2017 and 2018 FIFA World Many people hope that under-17 Football World has an IPL-like model, but with two differences. Cup Russia. Says Prasana Krishnan, EVP and business Cup in 2017 will be a good opportunity for advertisers “IPL sold the media rights to MSM, while here head, Sony Six, ‘‘We have positioned ourselves as the as it will have global eyeballs. It will help in also Star India is the equity partner and the broadcaster home of international football.’’ strengthening the infrastructure for the game, youth for ISL. Secondly, the expectations from the ISL The Indian football-watching audience is development, and help in knowledge transfer from franchisees are to develop the eco-system around unquestionably the youth, primarily between 14 and 27 FIFA. the grassroots level, unlike IPL,” adds Karnik. ISL has created a central pool which will get money from the licence fee of the franchisees and DEN Networks (the Delhi franchisee). “It gives rights and franchisee rights. It is also paying the advertising and sponsorships (on-ground/on-air). us a great brand extension in the local region,” he AIFF a sum of over Rs 30 crore every year as a part The revenue stream for IMG Reliance and Star adds. DEN Network will also be launching the of the deal to let the AIFF body bear the expenses India would be from club participation fee (licence 100 Mbps broadband network in Delhi and will be for its other properties such as the I League. fee), 20 per cent of central sponsorship and ad using the ISL as a medium to promote it. Football, unlike one day or T-20 cricket, does revenues and gate receipts for the finals. ISL has made it mandatory for all the franchisees not enjoy the liberty of huge free commercial time Eighty per cent of the central sponsorship and to promote football at the grassroots level before (FCT) because of its unique nature. Football’s

afaqs! Reporter, May 1-15, 2014 21 &29(56725< on-air advertising opportunity lies in the beginning, only thing we know about ISL at this point is that before the first half, the end of the first half, before &/8%&8/785( some people have bought the franchisees, but the second half, the end of the second half and at what they will do with it is a mystery.” But won’t the end of the match. According to experts there NAME OWNER the big money coming in play a big factor in the will be only 900-1,000 sec fcts during every game. Bengaluru Sun Group development of football? “Why then,” he asks, Gupta feels that a tally of 8-10 advertisers is ideal “do small African countries like Ghana, Senegal, Delhi Den Network unlike cricket where there are many more. This Nigeria and others do so well internationally?” will ensure the intensity of ad connect with the Goa Videocon, Dattaraj Salgaocar & Good point. audience. Dempo Group Das from AIFF believes a lot can happen. Onground activation will play a major role in Guwahati John Abraham & Shillong “There has been no structural development in getting the necessary traction for the city teams Lajong Football Club the last few years, no good grounds or effective and build their brand name. The sponsors and Kochi Sachin Tendulkar & PVP infrastructure. These are things that we are trying advertisers can further take the brand promotions Ventures to address.” The ISL is not expected to work a to malls, retail chains, schools, colleges and other miracle overnight. Fans like Karnik of GroupM catchment areas. In-stadium activation with Kolkata Sourav Ganguly, Ambuja Neotia are of the opinion that it should be given a time billboards, seating advertising, ground advertising, Group, Atletico Madrid, RPG Enterprises & Utsav Parekh scoreboard advertising, along with merchandising and the online push should round it off nicely. Mumbai Ranbir Kapoor & Bimal Parekh Pune Salman Khan & Kapil and It is almost certain that the THE OPPORTUNITIES Dheeraj Wadhawan of the franchiseees will not be he April announcement of the ISL became a Wadhawan Group. Ttalking point in the digital space. According to making money immediately. Meltwater, a global online intelligence platform, wonderful chance for the ISL to create a supporter ISL made headlines in 112 news pieces in March, driven environment from inception. Furthermore, It is an investment game 2014, while the count went past 380 in April. the strong commercial aspect to ISL will give There have been over 1,200 online news items advertisers an opportunity to harness their TV and just now. on it with Business Standard, Times of India, online coverage.” the New Indian Express, IBN Live and Goal. Many are of the opinion that ISL has the right com leading the charts. Globally, there were 66 mix of people that includes Bollywood celebrities, of at least 3-4 seasons before forming an opinion. similar news pieces in the US, 15 in Canada, investors and sportspersons, who can generate The bright side is that the ISL will, hopefully, push 17 in the UK and 8 in the UAE. On the day of traction for the game. Secondly, they believe that the younger lot to play the game. the ISL announcement there were over 2,500 it has now got the required funds that were never It is almost certain that the franchisees will not conversations around the subject on social media put behind the game. Thirdly, they believe that be making the money immediately. It is more of an with more males talking about it. the eco-system is conducive as Star India and IMG investment game. Basu of The Telegraph cautions In another interesting search, Meltwater says Reliance coming together will give it the perfect that the business of sports is very serious. “Making that Tendulkar was more searched than Ganguly push on television and other platforms with an apt money is one thing and developing the sport is when it came to the ISL especially on the day of marketing strategy. another thing. It should not be mixed. And I do the announcement. Speaking about this buzz, Some are hoping that the ISL will create not agree to fact that the big advertisers are here to Zubair Timol, area director, India Middle East and heroes, lift the standard of the game, generate change the face of the game,” he points out. Africa, Meltwater Inc, says, “ISL is a tremendous eyeballs, bring in commerce and promote football In any case, the ball has been set rolling. It platform for creating fan-driven excitement and at the grassroots level as a mandatory norm for remains to be seen if it finds the goal or rolls away content. Giving fans access to the buildup of the the franchisees. Joydeep Basu of The Telegraph, uselessly. tournament and insights into the locker room, is a doesn’t want to express a firm opinion. “The [email protected]

DELHI PRESS wild card entries. Each of the two segments was split in two groups - Junior Group (Class III - V) and The Winning Message Senior Group (Class VI - VIII). Finally, a total of 48 winners Delhi Press recently concluded the 6th edition of Champak Creative were chosen across eight categories. The top 12 winners Child Contest. By Devesh Gupta from the nation-wide Creative Child Contest, and the top four elhi Press-owned the associate sponsor of this winners from the Happy Times children’s magazine, mega event. Paresh Nath, editor- contest (wild card entries) received DChampak recently in-chief and publisher, Delhi a high-end tablet. concluded the sixth edition Press Group, says, “This contest The first, second and third of its Champak Creative Child enables children to come on a prize winners in the main contest Contest with over 1.5 lakh kids national platform and compete received cash awards of Rs 5000, participating from 400+ schools with other children and see their Rs 3000 and Rs 2000. In the Happy across 39 towns over a period of performance.” batches and a total of 30 judges Times Contest, the winners 10 months. The event was organised in were involved, which included received cash prizes of Rs 3000, The Grand Finale for the three stages - School Round, editorial teams of Champak and Rs 2000 and Rs 1000 each for the contest was concluded on April Zonal Finals and Grand Finale. other Delhi Press magazines, and first, second and third positions. 26 in New Delhi, where more The Grand Finale needed children other external judges. Atul Sinha, category head, oral than 1,800 children participated to participate in either writing or The contest format was divided care, Hindustan Unilever, says, in a day-long event that included a drawing contest, as per their into two segments, one for the “We aim to continue learning on the spot painting and writing choice, with the list of subjects school-level winners and the other better oral care habits through competitions. being announced on the spot with being the Happy Times Contest fun activities and increase our Pepsodent was the presenting a deadline of one hour. for all other kids, who came to footprint year on year.” sponsor and Avon Cycles was The contest was held in multiple the Grand Finale event directly as [email protected]

22 afaqs! Reporter, May 1-15, 2014

',*,7$/ OPERATION BLACK DOT Dare to #GetInked Operation Black Dot has so far successfully brought about a shift in the way the youth look at voting by helping register 40,000 first time voters with the Election Commission in Mumbai. By Satrajit Sen

and interesting. As a part of this, OBD hosted its very first Hangout with Priya Dutt (MP, Mumbai North Central) and later with Mayank Gandhi, member, Aam Aadmi Party at Bandstand Amphitheatre, Bandra West, wherein students and young professionals from their constituency got a chance to engage with them to question, debate and deliberate on how they can collaboratively find solutions to matters concerning them in an informal setting. umbai voted on April 24 and initiatives to Speaking about the campaign, Samyak attract young voters were aplenty. Enter Chakrabarty, chief youth marketer, DDB Mudra MOperation Black Dot, an initiative by Group, says, “Operation Black Dot has been able DDB MudraMax and Thincquisitive Foundation to successfully convey that political discourse to help make voting easy, engaging and fun for the does not always have to be conventional and can urban youth, with their last leg of campaigning. be disseminated in a format which appeals to A digital campaign titled #GetInked went live the younger generation. From putting MPs on a with actor Purab Kohli (who has helped this bean bag at youth hangouts to catchy videos on initiative throughout) daring people to ask him complex parliamentary affairs, we are making to do anything they wish, in order to get them to vote. Operation Black Dot (OBD) has successfully Team OBD claims to have brought about a shift in the way the youth look at voting. Team OBD claims that by breaking registered 40,000 first time down politics and making it more engaging and inclusive, it has effectively registered 40,000 first voters to exercise their time voters to exercise their fundamental right. fundamental rights. The aim was to present conventional political discourse in a format which interests the below- an attempt to bridge the gap between policy 25 age group as well as explain important political makers and young citizens. Going forward, our events/facts. At one level the team worked in 60 intent is to continue this movement and find campuses across the city, helping students get their more innovative methods to keep young India voter IDs by use of technology to quicken the engaged with political affairs.” process and at also conducting such engagements Besides, there was a Tata Nano Twist Go Vote to generate awareness leading up to the 2014 Drive on April 21-23 across the constituencies General Elections. of Mumbai. The activity was followed up by a Launched in October, 2013, team OBD, as a Voter’s Party at Hard Rock Cafe in Andheri, where part of the campaign, visited all six constituencies anyone with the Black Dot could enter HRC for of Mumbai and appointed a group of 10 campus a live performance by Anushka Manchanda and ambassadors per college. Their task was to get Purab Kohli, and a few other ambassadors who students to apply for their voters’ ID card. Two helped make this initiative a success. cause ambassadors per constituency supported Today, the demographics of India show that 50 their outreach campaign. To simplify the process, per cent of the population is under the age of 25 the OBD team worked in collaboration with the years and more than 65 per cent below 35-years Election Commission. of age. As per Chakrabarty, the platform will be Besides, OBD has also helped young voters leveraged to encourage young voters in future understand current issues and interact with elections as well. potential candidates in a manner which is relatable [email protected]

24 afaqs! Reporter, May 1-15, 2014

',*,7$/ BAJAJ ALLIANZ Driving Awareness The month-long campaign will include insurance literacy drives at various schools and colleges in cities such as Pune, Delhi, Hyderabad, Chandigarh and Kolkata. News Bureau

hough India has the second realised that there is a visible need for largest population in the world, insurance education in the country and Tit has abysmally low penetration launched this campaign which will be levels of insurance. The total insurance aimed at fostering insurance literacy in penetration in India is at 4 per cent India.” (life and non-life), less than the world As a part of the campaign, the average of 6.5 per cent. company has been conducting a series To counter this, Bajaj Allianz General of Google+ Hangout sessions which Insurance has launched a month-long have an expert panel and consumers talk insurance awareness campaign titled to each other and pose questions on the ‘Demystify Insurance’. The campaign was subject of insurance. The company has launched on April 19, a day that has already conducted two Hangout sessions been declared as ‘Insurance Awareness - one on motor insurance and the other Day’ by the Insurance Regulatory and seeking suggestions from customers on Development Authority (IRDA). ways to enhance its services for them. IRDA had earmarked April 19 as Speaking on choosing the specific Insurance Day, since it is the day of TG, Singhel adds, “Children today are formation of the sector regulator. As a exposed to an array of information. part of the IRDA initiative, Bajaj Allianz’s However, as adults we tend to restrict month-long campaign will include their involvement in financial education. insurance literacy drives at various schools theme. Through this campaign, Bajaj Allianz As insurers we haven’t made an effort to and colleges in cities such as Pune, Delhi, aims at educating students in the age group of reach out to them and explain the concept of Hyderabad, Chandigarh and Kolkata. Bajaj 15-21 years. insurance. The material available is technical Allianz employees will give a brief interactive Tapan Singhel, MD and CEO, Bajaj Allianz and not appealing to their age-group. We presentation to students, educating them on the General Insurance, says, “Low insurance want to change this and inculcate a culture of importance of insurance. penetration remains a challenge for all the insurance awareness in their minds at an early The company will educate and interact with companies in the industry. Insurance is still age. ‘Demystify Insurance’ will have a different fans and followers on Facebook, Twitter and largely perceived as a tax saving instrument, approach to insurance awareness." LinkedIn with activities planned around the whereas the benefits go much beyond. We [email protected]

and iOS platforms and is present IPL 2014 on the web for desktop users as well. Commenting on the launch Extending ‘the Call’ of the app, Vaishali Sharma, VP, marketing and communication, Titled ‘Cricket Ka Bulaava’, the app aims to reach out to the maximum Sony Max, says, “This mobile app number of people through the digital platform. News Bureau has been conceived keeping in mind what every cricket fan values. ne of the richest sporting people a push notification, email, We are confident that it will be properties in the world, Facebook and Twitter pings. a hit and will further generate Othe Indian Premier With this feature, users can get excitement for the tournament.” League is back with its latest reminders of their favourite team’s Rajiv Dingra, CEO, edition. And, this time around, matches and also ensure that they WATConsult, says, “For us it’s the official broadcasters of Pepsi do not miss out on viewing all the been more fun than work. Being IPL, Sony Max and Sony Six, action, live on television. The app a true IPL and cricket fan we have come up with a whole new also has an extensive ‘Downloads’ made sure that the app would have offering via a mobile app. section which allows the users to everything an IPL fan would look Titled ‘Cricket Ka Bulaava’, the download Pepsi IPL schedules, forward to.” app was created by WATConsult ringtones, wallpapers and photos Besides the app, IPL has also with the objective of reaching of all the action from Pepsi IPL. partnered Twitter to bring real out to the maximum number of Another major highlight of this time experiences to fans. After people in the country via a digital app is the Trivia section which their partnership in 2013, IPL platform and ensuring a two-way offers some unique statistics of and Twitter are set to unveil a interaction with them. the marquee players from all the new standard of live, interactive, The app, MSM believes, has teams. The content is shareable the information via team lists and conversational experiences some interesting hooks for users to on Facebook and Twitter and tournament schedules providing for cricket fans globally, with a stay connected at all given points is expected to catch on and go the users a complete know-how of partnership that will be seamlessly of time. To start with, it offers an viral in the coming days of IPL. the Pepsi Indian Premier League. integrated. auto reminder service that sends Besides these features, there is all The app is available on Android [email protected]

26 afaqs! Reporter, May 1-15, 2014 $'9(57,6,1* AXN Action-packed Month The channel has lined up five new show launches in the span of one month. News Bureau

XN, the English general entertainment channel from Sony Pictures, has announced Afive new shows to be launched within a span of one month. It started with the telecast of the second season of Elementary on April 21 at 10 pm. Elementary 2, an American crime drama series, presents a you’ll also see gain in others,” says Mankar. contemporary update of Sir Arthur Conan Doyle’s According to the channel, 24 has been a character Sherlock Holmes. Created by Robert legendary international series with more than 74 Doherty, the show stars Jonny Lee Miller as nominations and now bigger in India with the Sherlock Holmes and Lucy Liu as Dr. Joan Watson. local version reaching 106.2 million viewers across The first season of Elementary, according to India. Kiefer Sutherland as Jack Bauer has become AXN, made it the slot leader in the Monday- a part of the cultural lexicon. Thursday 10 pm slot with a relative share of almost Targeting Mumbai, Delhi, Chennai and 50 per cent in the English GEC genre (basis six Bengaluru, the emphasis of the marketing weeks’ average viewership).The first season was campaign for 24: Live Another Day is on mass aired in India during the end of January, and the media as the series has a wider appeal after second one will be launched in the same week as the launch of the local version. Various media its US launch. will be used through the launch and sustenance Commenting on the property, Arpit Mankar, period, including cab branding across Delhi, bus programming head, AXN, says, “We have built side panel branding across Mumbai, hoardings at Sherlock Holmes as a character and as a brand key locations in Mumbai and Delhi, and Metro on our channel with BBC’s Sherlock. The branding in Bengaluru. Additionally, there will feedback that we got was really good and people be cinema promotions across India for a month wanted more of Sherlock. Hence, we went on to on 40 screens along with promotions on English acquire Elementary, which is an American take on and regional channels. There will be print ads Sherlock Holmes from CBS. Season 1 of the show in Mumbai, Delhi and Chennai (front page in was promoted on the back of Sherlock and the leading publications on May 9). cricket series that was being played on our network Since the series (24) is coming back after four and we got amazing results. While we were a bit years and this time it is set in London, the online sceptical because BBC Sherlock had set a high campaign will revolve around people hunting benchmark, the show exceeded our expectations for Jack and his new location through various as it gave us 50 per cent share of the 10 pm slot in engagement activities while announcing that Jack the genre.” Bauer is back. The campaign will run across The second show that the channel has lined Facebook and Twitter for three-four weeks. up is ‘Orphan Black’, a thriller about a young There is also something called ‘Jack is Back con woman who discovers she has several clones. The channel has Special’. This is a four segment special on the Premiered on April 25, the show occupied the 9 series (22 minutes in duration) which will be pm slot. undertaken targeted shown on-air and on social media. The initiative “We had built Orphan Black Season 1 as a daily marketing campaigns for is specifically for 24 loyalists and aims to feed their strip. The show was awarded ‘Most Under-rated anticipation for the series. show award’ and also made it to the ‘top 10 shows’ promoting all shows. AXN has undertaken a targeted marketing list last year. It did very well for us and hence we campaign for Elementary Season 2 with on-air are getting back the second season in the same night, there are certain slots where you see peaks and social media as primary media. In ‘Warm Up week as its US telecast,” Mankar adds. and others where there is slight exit of audiences. for Elementary ‘on social media, fans don the The ninth season of the American thriller, 24 The first inning of IPL is over by 9.45 pm and detective’s hat to solve mysteries around popular will be launched on May 9 at the 10 pm slot. The then the viewers watch it around 11 pm or so. This AXN characters. Simultaneously, the channel new season, 24: Live Another Day, is a 12-episode is a reason why we thought we’ll continue with builds the characters of Sherlock and Watson, and series that is coming after a gap of four-and-a-half our lives. The viewership doesn’t get hit so badly reveal how they are different in Elementary as years after Season 8. AXN will also bring back all during IPL. While you’ll see drop in certain slots, against any other Sherlock movie/show. seasons of ‘Sex and the City’ to television from For Orphan Black Season 2, the campaign is May 12 onwards, at the 11 pm slot. running on Facebook and Twitter. It was launched The new offering from the channel will be through a jigsaw puzzle engagement activity asking Hawaii Five-0, which will be aired first season “IPL will be there, people to guess which show is back on AXN. This onwards. Launching on May 12, the show will go was followed by a build up on Tatiana Maslany on till its fourth season, which will also feature a but it’s cyclical in and the awards and critical reviews that she has special episode with Mallika Sherawat. nature. Its interest received. A ‘Clone Club’ activity and content Is the aggressive line-up a response to the settles down after around the bonds of the various characters of the perceived threat from IPL? “IPL will be there, but show is also on the cards. it’s cyclical in nature. Typically, IPL’s trend has the initial weeks.” Hawaii 5.0 will be promoted on-air and on been that in the initial couple of weeks there is a ARPIT MANKAR social media; the detailed plan for it is yet to be burst in ratings and then the interest settles down announced. in the middle phase. When you look at primetime [email protected]

afaqs! Reporter, May 1-15, 2014 27 $'9(57,6,1* MIRCHI KAAN AWARDS 2014 Scarecrow Rules the Year Scarecrow Communications won six awards, including five gold and one bronze. JWT Mumbai bagged two gold, two silver and three bronze awards. Linen bagged 11 awards. News Bureau

he 11th Mirchi Kaan Awards, which celebrates the success of effective use Tof radio advertising, saw Scarecrow Communications emerge as a winner with six awards, including five gold and one bronze. The agency also won the ‘Crystal Award’ and ‘Best Radio Creative of the Year - Client’s Choice’ for the Nitco Tiles radio spot captioned ‘Pinkesh’. Besides, Kapil Tammal (ECD), Manish Bhatt (founder-director), Raghu Bhat (founder- director) and Sarvesh Raikar (senior CD) and Yogesh Rijhwani (creative group head - copy) Agency of the year: Scarecrow Communications

This year’s jury included eminent creative personalities such as Josy Paul, Prathap Suthan, Agnello Dias, Anurag Agnihotri, Priti Nair, Amit Akali, Manohar Nayak, Tista Sen, Rekha Nigam, Prateek Bharadwaj and Tapas Sen. Sounds Good Production won ‘Excellence in Production’ while Madison Media Pinnacle won the ‘Best use of Radio as a Medium’ for Cadbury Celebrations - Songs for Sisters campaign. G G Jayanta, national marketing head, ENIL Team JWT receives the award Pops awarding Linen (Radio Mirchi), says, “The surge in participation is a testament to the acceptance of radio as an walked away with the ‘Radio Writer of the Year’ and seven bronze. Meanwhile, NITCO was important medium in creative communication. award. bestowed with the title of ‘Client of the Year’. This year we have opened the way for regional Amongst other agencies, JWT Mumbai The 11th edition of the Mirchi Kaan awards, entries too. We hope to continue our efforts bagged two golds, two silver and three bronze centred on the theme ‘Mute the Clichés’, in awarding and showcasing some of the most awards in Mirchi Kaan Awards 2014. Lintas attracted over 250 entries from 36 agencies innovative advertising campaigns on radio.” Group walked away with 11 metals, four silver across 20 categories. [email protected]

NAT GEO Cover Buzz on Facebook The channel wanted to create a buzz about the show on social media and launched an app on Facebook. By Satrajit Sen

his season, photography 10 photographers will compete with will take a competitive turn each other in the nerve-wracking run Tas India’s top 10 amateur to get their photograph on the cover award-winning photographer Lana wanted to create a buzz and find photographers fight it out for one of the National Geographic Traveller Slezic and actor-producer Rajiv a way to extend the battle of the of the most coveted opportunities magazine. Laxman. Possessing the professional photographers to social media. To for a photographer - for their work Set in the serene Northeast, the skill and a knowledge of psychology, achieve it, digital agency Flying to be featured on the cover of show will bring out the competitive the two judges will present a series Cursor created an app that allowed National Geographic Traveller India best of these young guns and of tasks for the contestants, urging people to create their very own Nat magazine. make them do whatever it takes to them to bring out their best shot this Geo Cover Shot on Facebook. Bringing back its successful click that perfect shot. The show season. Hostess Shibani Dandekar The app allowed people to upload mission series, National Geographic premiered on April 26 and will be will accompany the aspiring pictures in the typical yellow frame Channel is set to challenge young aired every Saturday at 10 pm on photographers in this life changing cover of the magazine. They could amateur photographers from across National Geographic Channel. journey in the magnificent locales of customise, resize and also add their the country to embark on a journey Mentoring and judging the second Northeast India. own headlines. Every picture had a of a lifetime on Nat Geo Cover season of Nat Geo Cover Shot will Before the show went live, Shot: Mission North East. This year, be two esteemed personalities - National Geographic Channel FRQWLQXHGRQSDJH>>

28 afaqs! Reporter, May 1-15, 2014 1(:63(23/( '(),1,1*020(176 | SIMI SABHANEY CEO, DENTSU COMMUNICATIONS Communication course! I felt blessed, even though the stipend was not even enough to make an offering to Nirula’s every week! After my marriage, I moved to Bangalore Master Balancer and started looking for a job. Approached Ogilvy but was shooed away from the hance moments, deliberate moments, reception itself, “Boss is busy and we have big moments, small moments, pleasant no openings for account executive”. That Cmoments, not-so-pleasant moments… was a blow to my ego. they are all partially or wholly guilty of shaping a person. BALANCING ACT When I look back, there are some then joined Everest for all of two days. moments which flash into my mind. They I Both days, I returned home just before are rather vivid, so they must be impor- the milkman rang the bell. My husband tant. was certain that this was not the life he I remember mothering my brother, wanted us to lead. I promptly put in my who is two and a half years younger than papers and decided that I needed to figure me. Checking out on him during lunch out a way of ‘balancing’ life. I hibernated hour at school was an everyday routine for for six months, too scared to approach any me, for his first few years at school. Little agency with a track record of two days. did I know that this act of playing the role Finally, collected the guts to meet MAA of a responsible elder sister was fuelling Communications. Collected even more my nurturing instinct, something that is guts and added that I would be unable almost a core ingredient of my personal- to work beyond 6 pm. I quickly assured ity today. them that the ‘jobs for the day’ would be Operation Bluestar impacted many completed before my Cinderella hour. lives, including mine. I was in my final This is how I learnt the art of fostering year in GCG, Chandigarh. The chaos interpersonal relationships and honed my delayed our results. I had intended to negotiation skills. I had cracked the con- do my post-graduation from the Delhi cept of ‘balancing’. I could make for a first University but the admission had closed class trapeze artist. And then I received by the time Punjab University announced a call from Ogilvy. Brooke Bond coffee its results. brands had decided to move to Ogilvy from MAA Communications. This was A NEW COURSE the start of my long innings of 23 years was determined not with Ogilvy. Ito lose a year but But, suddenly, I started feeling there didn’t quite have a plan. was something that I was blocking out of One particular after- I could make for test and the interview my life. Was I blocking out ‘change’? A few days noon, after some binge round and there I was of living with this uncomfortable, restless feeling shopping at Delhi’s a first class trapeze from nursing a dream and the phone rings, “Rohit from Dentsu would Janpath, I decided to of becoming an IAS like to meet you,” and I heard myself say, “Yes, I take a bus back home. artist. Officer to pursuing a would like to meet him too”. Just then I spotted this career in advertising. Half an hour into the meeting and I had made institute called Centre for Mass Media. During the last month into the course, I up my mind. I knew I was ready to explore the It happened to be the last day for submission of was sent to Clarion Advertising for a project unknown. And here I am, all of two-and-a-half forms for Mass Communication. Before I knew on coffees. My project report earned me a job months old in Dentsu. it, I had filled the form, got through the written with them, a day after I completed the Mass As told to Prachi Srivastava

<< FRQWLQXHGIURPSDJH Shot: Mission North East, Debarpita Banerjee, vice-president, marketing ...Cover buzz and communication, NGC Networks and FOX International call out on the top which mentioned Channels, says, “Nat Geo Cover the name of the person who had Shot: Mission North East brings taken the picture. The cover was back the grandiose of Nat Geo shareable across Facebook and photography and couples it with Twitter. Of course, the winner got passion of young photographers to two tickets to the Northeast, where create an edgy viewing experience. It the show is being ﬁlmed. takes a lot more than a good camera “We wanted fans on social media and a discerning eye to make a good to experience the pride and thrill photograph. And this show captures of being on the cover of a National Mukherjee, director, Flying Cursor all the things - from patience, Geographic Traveller magazine, that Along with this, the agency also got The winner got perseverance, intelligence, attitude being the reward of the show and Laxman to take up questions from two tickets to the to mind games that go into making a also enjoy the process of creating fans on Twitter. good shot. ” it on their own,” says Shormistha Talking about Nat Geo Cover Northeast. [email protected]

afaqs! Reporter, May 1-15, 2014 29 22+ FLIPKART Shopping Goes Outdoor The e-commerce portal has taken the outdoor route to promote its helpline and new mobile app. News Bureau The campaign used different types of nline shopping portal Flipkart has launched a campaign across airport media. Odifferent cities to promote its new helpline and the launch of its mobile malls. We have also launched some fun app. The brief for the campaign was to coffee shop branding to engage with create visibility across certain cities. younger consumers. For the mobile app The first campaign, kick-started in campaign, we specifically focused on the March, focuses on introducing Flipkart’s use of airport media across the country new helpline. It has been launched across because it allows us to engage with a more Nagpur, Nasik, Aurangabad, Jaipur and focused audience.” Kota. The second campaign for Flipkart’s For the mobile app campaign at various new mobile app, launched on April 1, airports, the target audience comprised specifically targets major Indian airports frequent flyers and regular air travellers. in Mumbai, Delhi, Bengaluru, Chennai, The campaign used different types of Hyderabad, Pune, Kolkata, Chandigarh, media such as baggage conveyor belts and Ahmedabad and Nagpur. Both the displays at the security check-in. campaigns are being executed by Laqshya Flipkart went live in 2007 with the Media Group. objective of making books easily available Speaking about the two campaigns, to anyone who had internet access. Today, Atul Shrivastava, COO, Laqshya Media it is present across various categories Group, says, “To enhance visibility for including movies, music, games, mobiles, Flipkart, we used a wide range of media cameras, computers, healthcare and vehicles such as billboards, unipoles, personal products, home appliances and bus queue shelters, airports, pole kiosks, electronics, stationery and shoes. mobile vans and ambient branding in [email protected]

TURNER/ WARNER TV passionate about great television. With the addition of WarnerTV, the Turner portfolio now includes Asia Pacific’s best-loved brands in the Operational Control news, kids and general entertain- Turner will look after WarnerTV’s programming, ad ment genres. We’re very proud to be able to share all of these fantas- sales and marketing in Asia. News Bureau tic brands with viewers across the region.” urner Broadcasting System As for the plans, in 2014, Turner APAC has announced that it aims at doubling the number of Twill assume full operational first-run series on WarnerTV and responsibility for WarnerTV includ- increasing its programming hours by ing its programming, distribution, 30 per cent. tioning of the channel. WarnerTV advertising sales and marketing. Upcoming highlights include will continue its promise to deliver According to the company state- first-run and exclusive-to-Asia series viewers their favourite TV series, ment, WarnerTV is home to the Major Crimes, Almost Human, covering a wide range of genres. The region’s best blend of TV drama, Arrow, Longmire and Person of channel will also air popular block- action, comedy and crime series as Interest. These sit alongside return- buster movies every weekend - with well as films. The pan-Asian channel ing series such as The Mentalist, up to seven box-office hits every offers viewers exclusive new series, Without a Trace, Vampire Diaries week from the studios of Warner returning US hits and blockbust- and The Closer. Also in the line- Bros. Pictures. ers from the stable of Warner Bros. up are shows such as The Big Bang WarnerTV is currently available Entertainment content. Theory, 2 Broke Girls and Friends. in Hong Kong, Indonesia, Malaysia, Ricky Ow, president, Turner Ow: added responsibility The channel is scheduled to pre- Philippines, Taiwan, Singapore, International Asia Pacific, says, “This miere Harry Potter in May. Thailand, Vietnam, Sri Lanka, announcement makes a bold state- commitment to general enter- There will be no immediate Cambodia and Papua New Guinea. ment and demonstrates Turner’s tainment and audiences that are alterations to the branding or posi- [email protected]

30 afaqs! Reporter, May 1-15, 2014 ,17(59,(: KIRTHIGA REDDY> HEAD, FACEBOOK INDIA “Measure us on Marketing Metrics”

She was the company’s first employee in India. Despite the 99 per cent accuracy in reaching the TG - women. Nokia recently pushed its Lumia product range through a Facebook campaign. We were able to see a 15 site’s success, her team still works with a “We’re just getting per cent increase in sales among those who were exposed to it - 31 million started” attitude.e. InIn thisthis interview,interview, ReddyReddy talkstalks aboutabout people were reached. Myntra uses FaceboFacebook as a marketing channel to Facebook’s relationshiptionship with advertisers in India. acquire new customers and to engageengage with the existing ones. By Satrajit SSenen What does it take to do a successfulsucc campaign? TheThe parametersparameters of success are theth same across media - reach, frequency,frequency, placement and impressions.imp And it’s crucial for hen the social networking site set up its first a Facebook campaign to have strong creatives. During the India officeffice in HyderabadHyderabad in 2010, it hadhad launchlaunch of Note III, SamsungSamsung used different creatives to Weight millionillion users. Now, it hashas crossedcrossed thethe targettarget men andand women. Coca-ColaCoca used exclusive videos ‘100 million active users’ mark, makingmaking India its second forfor its Coke Studio campaign.campaign. Both worked wonders. biggest user base inn the world, after the US. OurOur team called Facebook CreativeC Shop works towards And this ascentnt has been powered byby the mobile partneringpartnering creative agenciesagencies anda explaining to them how phone; in no otherer part of the world do people access goodgood creatives work well on Facebook.F Facebook through feature phones as much as they do in India. The companyny is confidentconfident thatthat its next 100 millionmillion Globally,Globally, FaceFacebookbook worksworks withw many ad agencies... users in this marketet willwill come tthroughhrough tthehe momobilebile memedium.dium. WhatWhat aaboutbout India?India? WillWill you offerof more user data as you Globally, Facebookk worksworks withwith over a millionmillion advertisers.advertisers. expandexpand agency partnerships?partnerships? FacebookFacebook is veryvery much an eco-system play. We have a What kind of brandsands do youyou work with in India? Does anyany ssmallmall team and seek partnerspar who can help us better type of category dominate the mix?mix? rreacheach our clients’ goals.g We can never touch all In India small, homegrownmegrown businesses as well as the largestlargest tthehe advertisers thatt we need to. Hence, we brands use our platform.latform. But, of course, they all are nneedeed agencies as ‘leverage points’. in different stagess of evolution and use FacebookFacebook differently. We seeee FMCG brandsbrands likelike UnileverUnilever GoogleGoogle hasha been targeting the SME leading the practicece of advertisingadvertising on FacebookFacebook in ssegmentegment in India. Does Facebook India. Among tech-telcoh-telco brands, playersplayers like Nokia, hhaveave ananyy plans for this sector? Tata Docomo and Vodafone lead the pack.pack. ItIt is a big area of focus for us. We see great strenstrengthgth in the e-commerce For this,this we have a team - led by sector; a lot of playerslayers from this segment are SachinSachin Rao, APAC head of small using Facebook veryvery effectively. This sector andand mediumme business solutions - didn’t come from a legacy of having a lot ofof thatthat makesm it easy for SMBs to traditional media exposure.exposure. WhenWhen theythey startedstarted getget stastarted,r have a page, generate out, they had Facebookacebook at their disposal. conversationsconvers and build their brand Financial services aandnd auto are at hihighergher stagesstages via wordwor of mouth. of evolution regardingding Facebook usage.usage. OurOur ‘Start to Success’ program

SUSHIL KUMAR helpshelps nnew advertisers succeed on Typically, what doesdoes an advertiser wants Facebook.Facebo This program is free from Facebook vis-à-visvis-à-vis other media? forfor businessesbus that invest Rs 900 Most marketers asksk me aboutabout measuring thethe oror moremor a day on their Facebook effectiveness of a FaceFacebookbook campaign. TTheyhey adsads for a period of four weeks. A want to know whetherether it is thethe ‘likes’‘likes’ or thethe dedicateddedicate account manager ensures engagement that mattermatter the most. We tell that suchsuc companies make the most them to stick to theireir understandinunderstandingg of classic ofof theirtheir investment. Partnerships marketing metricss and measure us on the with industryin bodies like FICCI same lines. Agencyy CEOs, account planners, sspreadpread awarenessaw about how one can CMOs... they all often ask us to educate best use FFacebook for business. them about how wellwell globalglobal brandsbrands are using our platform.m. You’re expectingex the next phase of ggrowthrowth ttoo come from the mobile Have marketersers bebegungun usinusingg medium..medium.... Facebook for leadd generation?generation? We have extended our advertising Yes, very much.h. Consider this platform fromfr PCs, to smartphones and recent example: UUnilever’snilever’s Vaseline tablets,tablets, to featuref phones. For example, launched its entirere llipip therapytherapy range ifif therethere is a brand that wants to reach a via Facebook, throughrough a campaign speciﬁcspeciﬁc audienceaud cluster, in small town called #LipsDontLie.Lie. To measure the India,India, that usesus feature phones, we can do impact of the activity,ivity, we partnered that.that. This has beenb developed after studying with Millward BBrownrown ((aa research usageusage patterns in India. Our ‘growth team’ agency). The resultslts showed that the is bankingbanking on thet mobile medium to reach purchase intent ofof consumers went tthehe next 100 mimillionl users. from eight to 18.4 pperer cent. We acachievedhieved [email protected]

afaqs! Reporter, May 1-15, 2014 31 %<,19,7$7,21 Well-known professionals write on issues that they feel passionately about

MANAS MISHRA The Changing Times FOTOCORP

ire a media agency first. I do not say this because I Trust the wisdom Hget my daily bread from the of media agencies in media agency business. Like many other things, marketing has turned delivering a holistic conventional wisdom on its head. It must stay relevant among other perspective to your disciplines (finance, sales and human resource, to name a few) in today's marketing. enterprise and staying closest to value delivery will ensure this. plan), the client and agency partners can start work, all guns blazing. DELIVERER VS ENABLER wing to measurability of their IMAGINE CHANGE Orespective contributions, the magine a media agency as lead traditional rivalry between marketing Ipartner sitting at a multi-agency and sales is now out in the open. (creative) pitch along with the client From being an enabler, marketing is team. This has already happened expected to play the deliverer. Seminal on the Sun Microsystems pitch in studies like John Philip Jones' STAS the UK, six years back. Imagine a (Short Term Advertising Strength) Touch Point Analysis and overall and Long Term Effects of Advertising media strategy before any content have tried to build accountability to development, which is already hitherto fuzzy domains (remember happening across many global advertising is commercial art) and brands across many major markets. marketing continues to make efforts Event and sport sponsorships, at making science out of art. branded fashion shows, celebrity endorsements, in-film branding/ WHEN THE LEFT BRAIN entertainment marketing solutions, GOT LEFT OUT :K\PHGLDDJHQFLHVRXJKWWREH digital media solutions and n the early days of advertising, integrated communication plans Iit was too much of a novelty PDUNHWHUV OHDGSDUWQHUV (where the programme concept to invite any questions on width/ emerges out of the media agency) - depth, audience/market size, how clients are routinely asking creative much/where/when and scores of newly appointed creative agency, a partner know the target audience partners to create content after a other mundane left brain questions. TVC for national TV; even though from a business goal delivery media decision is arrived at. Imagine When media costs rose, the stakes their B2C product pipeline has just perspective. Their creatives were far media and creative agency working got bigger; clients needed experts one product and it will be another better targeted at the business goal, in tandem with a 'brand comes (media agencies) to answer the not- 12-18 months before the next B2C thereafter. And, the client was more first' rather than a 'who comes first' so-mundane questions. Today, in product hits shelves. sure. attitude - we are already doing this many cases, the experts are called in Another client had the towering and I am sure it comes naturally to early so feasibility analysis isn't done presence of a top Bollywood celebrity MAP YOUR ROAD BEFORE many others. post facto. and a celebrity creative director from YOUR JOURNEY BEGINS Question conventional a top national agency for three years ll of us have heard of new approaches to create new paths. TRADITION AND before we, the media partner, helped Aage film making where every Trust the wisdom available in media ADVERTISING break the inertia and helped hire element, from screenplay to the agencies in delivering a truly holistic have had the experience of working a new creative agency that finally minutest detail of every final shot/ perspective to your marketing I on a brand where all marketing delivered business results. scene is vividly and meticulously campaign. campaigns (and media plans) Times are changing. It was planned before any shooting begins. happened when the creative director heartening to see a senior client sign A year or two of planning leads to (a high profile creative) hit upon a the film production estimate right three-six months of shooting across Big Idea for a new TVC. The brand after media strategy and plans were multiple locations. could either have many campaigns discussed threadbare and he was Planning a marketing campaign or no campaign in an entire year - no convinced of getting the TVC into should not be any different. Once questions asked. the real world. the business and marketing objective (The author is EVP and national A recent client moving from B2B A recent source of business analysis are connected to a game plan (a strategy director, Vizeum, a media agency to B2C has been advised by the by us helped the creative agency marketing plan along with the media from Aegis Media)

32 afaqs! Reporter, May 1-15, 2014 -2%6:,7&+

Post: Business Development as well as packaging assignments Exp: 3 to 7 years. The candidate should have Executive for niche, upmarket brands, so Location: Gurgaon indepth knowledge of BTL Company: Vermillion an awareness of, and exposure Email: [email protected] Communication, Should be a communication Pvt Ltd. to international design standards ...... creative thinker, result oriented, Profile: Vermillion is hiring for would be expected. and service excellence. business development people who Exp: 1 to 4 years Post: UI / UX Designer Exp: 3 to 7 years. can develop, achieve & execute the Location: Mumbai Company: HR Central Location: Gurgaon strategies to achieve the targets. Email: Profile: Desired candidate Email: [email protected] Candidate should be able to [email protected] should be able to understand ...... work in a team with an positive ...... customer’s brief and converting attitude to contribute towards that into appealing,highly usable Post: Gaphic Designer organisational goals. Post: Business Development interfaces Engages with the Company: Source graphix Exp: 1 to 5years. Manager business development team and Profile: Should be able to Location: Delhi Company: Vipra Legal customer early onto seek a deeper independently finalize artworks Email: [email protected] Profile: Vipra Legal is a full service appreciation of the customers for offset printing, and handle ...... legal firm hiring for BDM who problems/goals . adaptations of master creative into can screen potential business deals Exp: 5 to 9 years. various sizes and media. Ability to Post: Brand Manager by analyzing market strategies, Location: Goa, Panaji handle content. Company: Carpediem deal requirements, potential, Email: [email protected] Exp: 4 to 5 yrs Profile: We are looking out for and financials; evaluating ...... Location: Mumbai a creative people for the post of options; resolving internal Email: [email protected] brand manager to umderstand, priorities; recommending equity Post: Content Writer ...... develop, and conduct a research investments.. He should be able Company: Sepia advertising Pvt on to identify the brand. The to develop negotiate, strategies Ltd candidate should be highly and positions by studying Profile: The content writer should involved in creating & developing integration of new venture with know the target audience and the creative strategies for the company strategies and operations; write content to engage and draw product, service, employer brand. examining risks and potentials; visitors.Development of web Exp: 2 to 3 years estimating partners’ needs and content for websites and portals Location: Bangalore goals. Ability to develop region specific Email: [email protected] Exp : 4 to 7 years content keeping in mind the style, (9(1*22'&$1! ...... Location: New Delhi language and accent. *(7%(77(5 Email: [email protected] Exp: 3 to 5years Post: Art Director ...... Location: Noida Company: Honeycomb creative Emai: [email protected] support (P) Ltd Post: Graphic Designers ...... Profile: The expected Art director Company: Livewire should be highly creative and Profile: Need a graphic designer Post: Art Director imaginative, echnical knowledge with excellent creative designing Company: Hey Day with the ability to execute creative skills to design from visiting cards communications TO ADVERTISE, CONTACT: using InDesign Photoshop, and to an advertisement. Profile: We need a candidate Illustrator & work well in a team. Exp: 0 to 2 years. having multi tasking skills & Abhilash Singh Ph: 09999989454 Should be able to be able to work Location: Mumbai should have sound knowledge Email: [email protected] under pressure, have an eye for Email: [email protected] of designing softwares (coral, detail ...... Illustrator, photoshop,flash). Alisha Farooq (Delhi) Exp: 5 to10 years Should be able to meet deadlines. Ph: 09582397786 Location: Bangalore Post: Senior Designer / Art Exp: 3 to 5 years Email: [email protected] Email: [email protected] Director Location: Delhi Sumeet Chandiramani ...... Company: Nu Branding Email: media@ (Mumbai) Profile: Nu branding is looking heydaycommunications.net Ph: 09820590172 Post: Sr. Visualizer / Visualizer for a Senior Designer / Art ...... Email: [email protected] Company: Mezzanine Director with demonstrating [email protected] Profile: We are looking at excellent conceptual design. The Post: Account Manager To view other jobs in Marketing, Visualizers with an above average candidate should be a highly Company: twohmp Media and Advertising, log on to: design sense, to work on premium motivated personality, a good team communications pvt ltd www.jobswitch.in brands in the categories of travel, player with highly imaginative & Profile: Account manager will Join us on : facebook.com/jobswitch hospitality and fashion. You will creative skills to conceptualize & be responsible of managing high be expected to work on both print execute the ideas. profile clients independently.

afaqs! Reporter, May 1-15, 2014 33 3(23/(

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

DB MudraMax Media has roped in Amita Jai Lala as head, trading and partnerships. n one of the most DKarwal as executive vice-president to head its Both of them will report to Prasanth Kumar, Istriking changes this North and East operations. Earlier, she was with managing partner, CTG, South Asia. fortnight at the creative Samsung leading the media marketing function. Previously Parashar was agency buying head side of the media She has worked for Maxus for more than five years. In his new business, KV Sridhar with Reckitt role, Parashar will facilitate and execute GroupM (popularly known as Benckiser, Lintas, investment mandates across media. All the Pops), has quit Leo ZenithOptimedia GroupM agency trading heads and cluster heads Burnett. He was chief (ZO), Ogilvy, Spatial will now report to him. creative officer, India Access and R3. Lala was agency trading head for Mindshare, subcontinent. Sridhar ETV, a regional where he worked on media mandates for clients. SUSHIL KUMAR had been with the KV SRIDHAR general entertainment Going forward, he will manage all trading mandates agency for 17 years in network, has appointed at GroupM. his 30 years of work Sujay Raghavan Kutty Global digital agency Razorfish has appointed experience in the advertising industry. as channel head for Vik Kathuria as global chief media officer. Kathuria Pops was replaced by Raj Deepak Das as ETV Bangla and ETV will report to Pete Stein, Razorfish’s global CEO the chief creative officer, Leo Burnett. Based Odiya. He moves from AMITA KARWAL and work from the agency’s New York City in Mumbai, he will head operations across Zee Network where he headquarters. the agency’s India offices including Mumbai, was business head for Zee Bangla and Zee Bangla A 20-year industry veteran, Kathuria most New Delhi, Bengaluru and Chennai, as well as Cinema. . recently was global head overseas offices in the region. Das moves in from Kutty brings with him more than 15 years of of digital investment BBDO where he was the ECD and worked for experience and has worked in ZEEL since 2001 for MediaCom. over five years. Das began his advertising career in various capacities. Before joining ZEEL, he Avinash Kaul, chief with Enterprise Nexus followed by stints at was with Sony Entertainment Television as zonal executive officer of Grey and Contract Advertising. He has worked manager. Times Television on leading global brands. Sorbojeet Chatterjee, erstwhile senior vice- Network’s three In another movement, Propaganda India president, marketing, DNA has joined ZEEL as channels - Times Now, has appointed Manoj Jacob as creative director senior vice-president, marketing for the cluster of ET Now and Zoom - who joins from Meridian Communications, Hindi general entertainment channels including has decided to move on Ogilvy’s sister concern and a part of WPP. Zee TV, Zee Anmol, Smile, 9X and Zee TV HD from the company. Based in Bengaluru, Jacob will report to channels. A broadcast the agency’s co-founder and business director, In another announcement, Sapangeet Rajwant SIDHARTH PARASHAR professional with over Priya Jayaraman and its co-founder and creative has now taken over as marketing head, Zee TV and 15 years of experience director, Venkatesh Nadhan. will report to Chatterjee. across business verticals Jacob has over 15 years of experience, with Chatterjee quit like advertising 13 years in advertising. He has worked with Neo Sports in 2012 sales, distribution, Disha Communications (Bengaluru), Ogilvy, and later joined DNA, programming and Euro RSCG and Soho Square (a WPP agency). an English daily from marketing, Kaul has Karan Rawat, president and executive creative Maharashtra. hands on experience director, Umbrella Design has put in his papers. GroupM has of functions like Rawat joined the organisation in October, 2012 promoted two senior finance, legal, HR, and was reporting to Bhupal Ramnathkar. He executives in its Central business development was handling a dual role within the fields of Trading Group (CTG). and digital. He has creative as well as design. The company has VIK KATHURIA worked with HTA He has over 16 years of experience in the promoted Sidharth Fulcrum, Discovery advertising industry and has worked with Parashar as head, pricing Communications, STAR India, NDTV Media, McCann Erickson, JWT, Enterprise Nexus SORBOJEET CHATTERJEE and investments, and Sahara One. (Bates India) and Grey India.

DIGITAL MARKETING agnonTBWA has appointed managing social media offerings iscovery Networks Asia Pacific After a stint of almost six years, Mthree senior level executives for a range of clients. Pandit has D(DNAP) has appointed Nilesh SAB TV’s marketing head Harjeet K N Ajit Narayan as group director, 10 years of experience in several Zaveri as senior vice-president and Chhabra has quit the channel, to social media marketing; Paurush organisations Before moving to chief financial officer, join Adlabs Imagica. Pandit as group director, web/ MagnonTBWA, he was working finance and corporate He will join the mobile technology and Alok Garg with Vinove Software and Services. operations. theme park as chief as associate vice-president, client Garg has more than 16 years of Network18 Digital, marketing officer development. experience and at MagnonTBWA, has promoted Durga and will be based in All three of them will be based he will also be responsible for Raghunath as CEO. Mumbai. in Delhi. Pandit and Narayan will setting up its offices in key northern Earlier, she was CEO Chhabra has report to Vineet Bajpai, CEO, Indian cities such as Lucknow of Firstpost.com. worked with Zee, MagnonTBWA and Magnon and Chandigarh, and drive the Raghunath replaces Sansui, Colour E-Graphics, while Garg will report organisation’s penetration in Tier Lakshmi Narasimhan, Television, Tata to the agency’s national sales head. 2 cities. He was working with E2 who will move onto a Communications, Narayan has moved in from Solutions as head, sales and business corporate role within World Wide Media DURGA RAGHUNATH Interactive Avenues, where he was development. the company. and SAB TV.

34 afaqs! Reporter, May 1-15, 2014

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