WEEKLY ADVERTISING, MEDIA & MARKETING NEWS - VOLUME 15, ISSUE 06 - 22 JULY 2018 ` 1 0 0 Original content set to be key growth driver for Indian OTT industry, projected to reach Rs 5,595 crore in revenues by 2022, according to PwC report #top50brands Conference 2018 TIME - 3 PM ONWARDS DATE - JULY 19, 2018 Hotel Leela Ambience, Gurugram BRANDS JOINING US: and many more... YOU ARE WELCOME The Pitch Top 50 Brands 2018 will bring together brand custodians who will share the scope and discuss the challenges in creating brand advocacy and is spread across Special Address, Leadership Address & a Panel Discussion. CONFERENCE THEME : Building a Brand that Drives Passion BOOK YOUR SEATS TO MEET LEADING BRAND CUSTODIANS KNOWLEDGE PARTNER CO PARTNERS VALIDATION PARTNER RESEARCH KNOWLEDGE PARTNER D R E S E A R C H A N D A N A L Y T I C S TRADE MEDIA PARTNERS MUSIC COMMUNITY BUSINESS MEDIA PARTNER PARTNER THE RISE AND RISE OF OTT ORIGINALS he widespread popularity of shows like Sacred *** Games, a Netflix original show, and Breathe, an In this week’s issue, we also turn the Spotlight on Hiren Amazon Prime original show earlier this year, Gada, CEO of Shemaroo Entertainment who tells us about Thas turned the spotlight on the growing online the brand’s rebranding exercise which comes after 55 years of consumption of content by Indian consumers. In our cover its existence, with a brand new logo and an all-new refreshed story this week, we explore how original content is likely to identity with the tagline ‘India Khush Hua’, and how Ogilvy be the key growth driver for the OTT industry in the coming India has been instrumental in shaping this new brand years, fuelled by the increasing customer demand for a wide variety of good quality content which can be consumed on the go, anytime, anywhere. While a recent report by PwC projects the OTT industry to cross Rs 5,000 crore in revenues by 2022, with original content as a key growth driver, another report by Deloitte states that approximately Rs 3,300 crore will be invested in creating original content for OTT platforms in the near future. India seems to be leading the pack in Asia when it comes to investments in video production, with a 14% rise in investments, according to a Media Partners Asia report. These figures, coupled with the fact that OTT players are aggressively competing with each other and signing on a multitude of content creators to release refreshing, multi-lingual content to suit every consumer’s identity. palate, whether free or subscription-based, also presents an *** exciting opportunity for advertisers to associate with such In our second Spotlight section this week, we speak to Ajai platforms. Jhala, the outgoing CEO of BBDO India about his decade-long *** stint at the agency, a new way of creating brave work on big In our CMO section this week, Veetika Deoras, Head- brands by challenging cultural convention and traditional Marketing, Category, Loyalty and Digital, Tata Starbucks talks norms, the value of teamwork and creative collaborative about the brand’s newest innovation – the Nitro Cold Brew, sessions, and most of all about his partner Josy Paul, how India has seen the fastest expansion in first five years for Chairman and Chief Creative Officer of BBDO India, with the brand, how the brand’s marketing communication is built whom he jointly forged the agency’s philosophy of ‘Create on the three pillars of coffee, partners (employees) and stores, Acts Not Ads’, earning global acclaim. BBDO also gave birth to as well as the brand’s focus on Digital engagement social movements with some iconic advertising campaigns for with consumers. top brands. We wish Ajai Jhala all the very best. PUBLISHER & Christina Moniz I Senior Correspondent Gaurav Vadhera | 09818189504 EDITORIAL, SALES & CIRCULATION EDITOR-IN-CHIEF [email protected] [email protected] Annurag Batra DELHI OFFICE B-20, Sector 57, Noida-201301 [email protected] Dipali Banka I Editorial Contributor GENERAL MANAGER - Tel: (0120) 4007700 [email protected] SALES & BD, WEST EDITORIAL DIRECTOR Ashish Kudalkar | 09820541742 MUMBAI OFFICE: Amit Agnihotri Eularie Saldanha I Trainee Reporter [email protected] 3/301 Kakad Bhavan, 3rd Floor, 11th Street, [email protected] Rohit Dave | 09870701056 Opp Gaiety Galaxy Cinema, DIRECTOR [email protected] Bandra (W), Mumbai 400 050. 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Reproduction in whole NATIONAL HEAD- SALES or part without written permission is Barun Deka | 097385 53913 strictly prohibited. ) Neeta Nair I Special Correspondent Runa Sinha I 09810497903 [email protected] [email protected] [email protected] An exchange4media Group publication CIRCULATION & SUBSCRIPTION Samarpita Banerjee I Senior Correspondent Anoop Nautiyal | 08130824948 [email protected] [email protected] Anandan Nair | 09819445200 [email protected] 20 CMO INTERVIEW 16 HAPPENINGS 35 STARBUCKS BANKS ON COFFEE+PARTNERS+STORES VEETIKA DEORAS, HEAD-MARKETING, CATEGORY, LOYALTY AND DIGITAL, TATA STARBUCKS SPOTLIGHT 28 OUR MISSION IS TO BE AN ANTIDOTE TO BOREDOM AND STRESS FOR MILLIONS OF INDIANS: HIREN GADA 30 AT THE ASHRAM, WE WALK BAREFOOT, SO THERE ARE NO SHOES TO FILL: AJAI JHALA RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE CREATIVE SHOWCASE YEAR AWARDS GLOBAL INDIANS 32 PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE BACK BEAT 42 BE AUTHENTIC WHILE TELLING STORIES… SAMIRA KANWAR, HEAD OF CONTENT, VICE INDIA + QUIZ 10 Rahil Ansari, Head, Audi India with the Audi Mobile Terminal, a fully func� onal mobile showroom designed to provide complete Audi experience to the customers STORY OF THE WEEK AD & ACCOUNT INDUSTRY TWITTER CRACKS Publicis Beehive wins DOWN ON FAKE Omnicom gives the creative duties push to data-driven NEWS & BOTS of Club Factory marketing with Omni ublicis Beehive, the full-service ad mnicom Group, Inc. Pagency from Publicis Worldwide, Ohas rolled-out Omni, has won the creative its people-based precision mandate of Chinese marketing and insights e-commerce fashion platform, designed to brand Club Factory. identify and define personalized As its creative partner, consumer experiences at scale across Publicis Beehive will play an integral role creative, media, CRM as well as other in launching the brand in India. Omnicom practice areas. iCubesWire bags the Twitter, in an attempt to fight FIFA World Cup digital mandate for spam and bots, is removing locked accounts from follower count 2018: SPNI gets 35 Central Park of users globally. As part of the initiative, the social media giant is brands on board eal estate company Central Park has believed to have suspended over ony Pictures Network (India), assigned digital duties to iCubesWire R 70 million bots over the last two the official India broadcast for the second time S months. This purge of fake profiles partner for FIFA World Cup consecutively. The agency and bots is part of Twitter CEO 2018, has got 35 brands on- will be responsible for Jack Dorsey’s attempts to “increase board for the finale. SPNI started the managing social channels, the collective health, openness, FIFA World Cup 2018 with 15 clients ORM, listening, website, and civility of public conversation, including sponsors and spot buyers. digital creatives, performance marketing and to hold ourselves publicly and other media duties of the brand. accountable towards progress.” Monte Carlo signs Keith Weed, CMO, Unilever, Publicis India as its applauded Twitter’s crackdown creative agency on fake accounts. Expressing his support, Weed tweeted, “Pleased pparel brand, Monte Carlo Fashions to see @twitter taking a big stand ALtd., has announced Publicis India as against the fake followers polluting its creative the digital ecosystem. Great step agency. The forward which strengthens the agency won industry - I hope to see more the account following a multi-agency following.” pitch and will handle the business out of The new BMW 3 Series Gran Turismo its New Delhi office. Sport launched in India July 22> 2018 [ impactonnet.com ] 12 93.5 RED FM LAUNCHES IN DEHRADUN PEOPLE Sharma is MD,Panasonic India’s Electricals Business Panasonic appoints Vivek Sharma as the company’s new Managing Director to spearhead its electricals business. In his new role, Sharma will be responsible for driving the electricals arm of the organization and oversee growth of all businesses. Mercedes-Benz India appoints Martin Schwenk as MD & CEO German luxury (L-R)Trivendra Singh Rawat, CM, Uttarakhand and Nisha Narayanan, COO, RED FM while carmaker Mercedes- launching 93.5 RED FM in Dehradun which is also the city’s first FM Radio station Benz has appointed Martin Schwenk as the Samsung inaugurates Managing Director and CEO from November world’s largest mobile 1, 2018. Schwenk is currently the Chief factory in India Financial Officer of Beijing Mercedes- Benz Sales Service Co Ltd in China and will take over from Roland Folger. Balakrishna, CEO, Kinetic Worldwide steps down Suresh Balakrishna, CEO South Asia and Middle East, Kinetic Worldwide Delhi Chief Minister Arvind Kejriwal and has stepped down.