Simi Sabhaney Kirthiga Reddy Doing the Rex Why Indian Football Should
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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.