A Nice Collage Trainstrains - - Rising Rising Purchasing Purchasing Power, Power, Five Companies Venture out Together in Kerala

Rs 40 THE

August 1-15, 2008 The fortnightly from www.thebrandreporter.com 16

RADIO On the Streets RJs are moving out of the studio. Why? 28

PIZZA HUT Time for a Story... The pizza maker gets some new ideas. 36

There is a media boom in small-town OUT OF HOME India.India. It It is is riding riding on on three three express express A Nice Collage trainstrains - - rising rising purchasing purchasing power, power, Five companies venture out together in Kerala. below-the-line spends and the growth of the regional advertiser. EMAIL MARKETING With the Times 12 RAJ TV Looking Ahead 14 AGENCIES Mission Statements 26 32 MTV-CENTER FRESH Oh, Just Shut Up 28

EDITORIAL

The fortnightly from afaqs! This fortnight... Volume IV, Issue 1

he Dhoni Effect. The Bunty Syndrome. The Robert Ludlum-esque names are not EDITOR Tthrillers, at least not in the paperback sense. However, these two studies by Ernst & Young Sreekant Khandekar (E&Y) and Euro RSCG, respectively, are gripping in their own way - for advertisers and media owners. PUBLISHER Though both studies, published within six months of each other between October 2007 and Prasanna Singh March 2008, approached the subject matter differently, the conclusion was common: EXECUTIVE EDITOR small towns in India are taking centre stage. Tier 2 and Tier 3 are the hot words in M Venkatesh the lexicon of businesses. While the E&Y study uses the Indian cricketer’s name to underscore the rise of CREATIVE CONSULTANTS Middle India (or non-metros) in the larger scheme of things, Euro RSCG picks the PealiDezine character from the 2005 hit, Bunty aur Babli. Ignored for long, the Dhonis, the LAYOUT Buntys and the Bablis of small town India have turned out to be the new trend-set- Vinay Dominic ters. As spending power becomes big even away from the metros, marketers – and their agencies – can hardly afford to ignore this phenomenon. LOGISTICS Rajesh Kanwal This fortnight’s cover story looks at how non metros in India, riding on rising affluence and ever-increasing ad spends, are staring a media boom in the face. ADVERTISING ENQUIRIES Radio stations have sprung up in places that would send many scurrying for a map. Hansika Koli From Bhojpuri to Bundeli, media is furiously trying to figure out where to put its Noida: (0120) 4077834 money. 4077837 Digital cinema has made quick inroads into these towns. Newspapers have come Gaurav Prabhu up with more editions and even more sub-editions. Some TV channels are finding Mumbai: (022) 40429702-5 money-spinners in their regional bands. News websites found bustling traffic coming [email protected] from the smaller towns. Local advertising – below the line seems dominant – got a leg-up as marketers eyed these towns. Marketing Office B-3, First floor, Sector-4, The bright lights of small towns are getting brighter. To paraphrase a Sam Walton quote, Noida-201301. “there is a lot more business out there in small town India than we ever dreamed of.” For Tel: (0120) 4077800. everyone. Mumbai 39, A to Z (Industrial) Premises Co-op Soc Ltd, Lower Parel, Mumbai - 400013. M Venkatesh Tel: (022) 40429701-5. Subscription Enquiries Sakshi Kohli Tel: (0120) 4077837 OOH an afterthought? [email protected] LETTERS As a targeted section of society, if Registered Office advertisers wish to catch us they will Banyan Netfaqs Pvt Ltd, 494, have to come outdoors! I see the days Mandakini Enclave, Alaknanda, New Ambitious Plans of the couch potato coming to an end. Delhi 110 019. ©2004 Banyan The new channel Colors has Society is more outgoing, energetic Netfaqs Pvt Ltd, all rights reserved some nice programmes. Khatron Ke and adventurous now. Working pro- throughout the world. Reproduction in Khiladi is a very interesting show and fessionals like me, in fact, don’t watch any manner without permission is pro- Akshay Kumar makes for a very good TV at all. We like to spend our free hibited. Printed and published by host. Going by the popularity of this time in the open air. Sreekant Khandekar on behalf of show I think, Colors’ plans to be Shikha Partho Banyan Netfaqs Pvt Ltd at 7-A/13, among the top three GECs, isn't Kolkata being too ambitious. Ch. Ratan Singh Complex, Jawala Kartik Kapoor A Noble Cause Heri Market, Paschim Vihar, New Delhi With reference to your article New Delhi-110 063. Advertising Wizard Noble Cause on the Teach India cam- Printed at Paras Offset Pvt. Ltd., Missing Marketing Fundas Kudos to The Brand Reporter for com- paign, I am happy to read that The C-176, Naraina Industrial Area, I am a regular reader of The ing out with an excellent write up on Times of India has launched a social Phase I, New Delhi 110 028. Brand Reporter. I like reading Colvyn Harris and JWT. Harris no initiative on education. But my con- Exclusive distributors in India: Points of View, as its good to get the doubt is a true leader, who has natural cern is that the TOI group should India Book House Pvt. Ltd. leadership abilities and knows how to expert views on various issues. not restrict itself to carry out these New Delhi: (011) 23313014/5, However, I feel you don't cover the take along people with him. Hard work initiatives as one-time marketing or Mumbai: (022) 24925651, topics from the marketing industry or and a vision for future, helped this dis- so-called social activity. Kolkata: (033) 22498096, views of marketers in that column. ciplinarian in turning the fortune of Surinder Sodhi Bangalore: (080) 22261305, I think you should cover more of JWT. Harris and his team are true Chandigarh the marketing industry too, as people torch bearers of an age old agency Chennai: (044) 28275217 like me do have a lot of interest in that is on the path of resurgence. reading about the marketing fundas. Abhijeet Chatterjee Cover Illustration Anamika Arora Bengalauru Readers can mail their feedback to Gogol New Delhi [email protected]

The Brand Reporter, August 1-15, 2008 3 VIDEOCON NEWSBULLETIN On a Roll Sponsored by

ideocon Retail, which had Dhoot is confident that acquired Planet M, the music considering the fast paced growth of It has already BMW> German luxury car maker, BMW AG, Vstore, last year, is in the the network, the company will showcased the plans to bring hybrid vehicles into India after a process of revamping. The company reach $1-billion mark in next three global debut in the next 18 months.BMW has has readied a detailed expansion plan years. Concept X6 in developed hybrid vehicles and showcased them at for Planet M and Next (appliances “Taking in to account the speed at Frankfurt. the Frankfurt Motor show last year. retailing format) for coming months. which the company is expanding its It is estimated that investment to the network, we are confident that we Spencer Retail> A unit of power utility firm CESC, tune of Rs 800 crore will be made, will achieve the $1-billion mark after Spencer Retail will roll out two joint ventures over next two spread across 2-3 years. three years,” he says. months with international fashion brands. The planned Elaborating on future plans, As part of its plan to offer value- Nearly 100 cafes ventures will help expand Spencer’s high-margin non-food Saurabh Dhoot, director, Videocon added services, the company of late will come up in offerings in its hypermarkets. In the recent past, Spencer Retail, says, “We are going to add 40- has initiated talks with general had also announced its tie-up with US bakery cafe chain, Au 50 Planet M stores every month in insurance companies to offer 18 months. Bon Pain. the next few years to insurance for handsets. reach 1,500 outlets. The company already Maxwell posted a Maxwell Industries> The textile firm is in Currently the company offers extended net profit of Rs 2 talks with a premium European inner-wear runs 200 stores in 42 warranties on certain brand for a joint-venture or a marketing tie- cities.” products. crore on net sales up. Sunil Pathare, MD, Maxwell Industries,

MARKETING The first measure in The decision also has of Rs 50.1 crore. said that it has posted a net profit of Rs 2.03 this direction came when been taken to increase the crore for the quarter ended June 30, 2008 Videocon launched the number of Next stores to first Café eARTh outlet, 700 from the present 400, Samsung> The electronics company has decided to foray in attached to a Planet M covering 200 cities. to the business of projectors and digital photo frames. The firm store at Banjara Hills, Modern retail still pegged the size of the domestic market for projectors at Hyderabad. Plans are constitutes only 30 per 66,000 units, of which 5 per cent accounted by the professional afoot to launch Café cent of the market. movie grade segment. Samsung India is aiming to for a 30-35 eARTh outlets for all the Traditional retailers per cent market share in digital frames. Planet M stores. As part accounts for the rest. of revamping exercise, Competition depends on This is Titan’s Titan> Watch and jewellery already 80 stores have the first-mover advantage third major line retail major, Titan Industries of been redone. These retail and private labels. Retail Tata Group has forayed in to the eyewear segment with the outlets offer mobile The speed“ at players believe that of consumer launch of the company’s latest chain Titan Eye Plus. The phones, accessories, modern retail provides a business. eyewear segment is Titan’s third major line of consumer besides the entertain- which the variety of choices, feel- business after watches and jewellery. The company plans to ment products. Videocon company is good experiences and set up over 200 Titan Eye plus stores in the next three years. Retail aims increase the expanding, better prices to the sales from its private label consumers. Hindware> A subsidiary of Hindustan Sanitaryware products such as mobile we will With an opportunity to Industries, Hindware Home Retail, is firming up its presence accessories and T-shirts. achieve the make big in retail sector, in the home improvement vertical by increasing the number of At present, the private Videocon knows that its The products will its retail offering, Evok to 50 by 2012. This will entail an label products revenues $1-billion core strength is consumer be sourced from investment of Rs 250 crore. Evok will also offer a full-fledged account for 15 per cent of mark after durables and electronics. Taiwan, China design vertical and will act as a single window solution for the topline. three years. It is proud of its strong and Thailand bath and kitchen segment. Evok stores will also provide Dhoot reveals, “ Last production base. Since personalised home interior planning and design services to year, Planet M registered the consumers demand too. assist homemakers visualise and choose their dream home. a turnover of Rs 400 the entire portfolio of crore, the target is to products, Videocon is The size of the VLCC> VLCC Institute of Beauty, Health achieve a turnover of Rs 4,000 crore ensuring that it stocks IT products beauty service and Management is looking to hive off the in the next few years provided that”and accessories. division as a separate entity to fuel growth. we succeed in breaching the 1,500- These products may draw more industry is Besides meeting the skill-shortage gap in the industry and outlet mark. This is possible because footfalls, but the mainstay of the estimated at nurturing the spirit of entrepreneurship, the company will also the mobile phone segment alone group is still consumer durable Rs 2,800 crore. be setting up 60 institutes by 2009 with an investment of Rs contributed 40 per cent to the goods. At present it constitutes 90 100 crore. It has 40 campuses across India. topline last year.” per cent of the group’s business. Ducray> Piramal Healthcare will sell the Ducray range of dermo-cosmetic products from France’s Pierre Fabre Group. QUOTE OF THE FORTNIGHT There has been a transfer of technology in this in-licensing deal and Piramal Healthcare expects to clock about Rs 20 “The right kind of light can do crore over the next two years, on the sale of these products wonders to illuminate your in the country. Priced between Rs 300 and Rs 500, the balance sheet. Human capability products will be made locally and in France. is infinite and multi-tasking is de Grisogono> Geneva-based luxury watch and jewellery the order of the day.” brand de Grisogono is firming up its plans to foray into the KISHORE BIYANI, CHAIRMAN, FUTURE GROUP, ON THE COST MANAGEMENT AND buoyant Indian retail market. The high-end brand will be MEASURES (LIKE USING COMUTANTS TOSAVE ON ELECTRICITY COSTS) THAT CAN SAVE THE GROUP ABOUT RS 150 launching its first mono-brand outlet in the yet-to-be-launched CRORE, A YEAR, IN BUSINESS STANDARD. luxury mall DLF, Emporio in New Delhi.

4 The Brand Reporter, August 1-15, 2008

RADIO DHOOM NEWSBULLETIN Purely Local Sponsored by anchi, the capital city of Punjabi, Bengali, Nagpuri and Jharkhand, has another FM Bhojpuri songs will be promoted Technology Review> Cyber Media is partnering with Rradio station, Radio Dhoom along with the usual Hindi movie MIT’s Technology Review Inc to launch the Indian edition of (104.8 Mhz) from songs. one of the oldest technology magazines, Technology Review, Neutral Publishing “There are many at the inaugural EmTech India Conference in January 2009. House (NPH), the talented adivasi (tribal) The new title will be Cyber Media’s 16th publication offering. publishers of the Hindi artists in Jharkhand. We Technology Review will bring the best and latest developments daily Prabhat Khabar. will promote them,” says in emerging technologies to Indian readers. The magazine has According to KK Singh. Also, information editions in China, France, Germany and Italy. Goenka, group vice- on topics such as hotel president, NPH, Radio tariffs, flight and train Soon RaM will RAM> It has been a year since TAM MEDIA Dhoom targets listeners schedules and updates of cover Hyderabad Media Research, in association with Nielsen between 14 and 35 years Singh: at home available parking space and may expand Media Research and IMRB International, of age. will be used as fillers. rolled out its radio audience measurement The other FM The station’s tagline, to Tier II cities too. tool, RAM, in three markets, Mumbai, Delhi and Bengaluru. stations in the city are Bole toh tension nahi lene RAM has now rolled out in Kolkata after conducting an establishment survey in that city. Radio Mantra (from the ka, was extensively used Jagran Group), Big FM Its one-line“ for the pre-launch (Adlabs) and Radio campaigns on billboards, Popular Science> The Outlook Group is set to bring Dhamaal (BAG Films). taglines have SMS and in print Popular Science, to India. The Indian publishing giant has Goenka says that the gone down (Prabhat Khabar). joined hands with the International Magazines Group of USP of the station will well with Snippets such as ‘Naukri Bonnier to launch the Indian edition of the US magazine. The be “local content”. ka lafda? Bole toh magazine will be launched in January 2009. The initial print Elaborating on this, audiences. tension nahin lene ka, run for the magazine will be 65,000-70,000 copies. Popular Sanjeev Kumar Singh, Radio Dhoom sunne Science aims to keep the readers updated with the latest chief administrator, ka’; and ‘Girl friend ka innovations in the field of military, aviation and space. Radio Dhoom, says, lafda…, Saas ki khit- “While the other stations khit…’ were well The Pune edition Mid-Day> The popular Mumbai tabloid is all have a lot of syndicated ” accepted. “These one- will have an set to launch its Pune edition on August 4. Mid- programmes produced liners have gone down Day has editions in Mumbai, Delhi and in Delhi or Mumbai, our well with the youth,” initial print run Bengaluru. The target group for Mid-Day programmes will have a says Goenka. of 25,000 copies. comprises young urban mobile professionals across India. local flavour.” Radio Dhoom will be Mid-Day's Pune edition will be a 32-page daily priced at Rs 2. He adds that the launched soon in The Mumbai, Bengaluru and Delhi editions are priced at Rs 3. advantage of Radio Jamshedpur. Though Dhoom is that the the two stations will be dishtv> One of the leading DTH services has announced a station can source only about 130 km apart, new matrimonial value added service for its subscribers called content from Prabhat Goenka: youth factor the audience profile for The profiles will ‘Shaadi Active’. The initiative in association with Shaadi.com is Khabar. Giving an Jamshedpur will be aimed to let subscribers search for eligible bride / groom of example, he says, “A different. Goenka adds, be refreshed on a their choice from amongst millions of profiles listed on morning programme “Jamshedpur is more daily basis. Shaadi.com. The profiles will be displayed on the TV screen and called Salaam Ranchi cosmopolitan, like Pune. the subscriber can then choose the profile of his choice and highlights the Our strategy will be contact him / her. achievements of people different there.” from Ranchi, such as a Dhoom will compete The pink Business Bhaskar> Within a fortnight rickshaw puller’s son with Big FM and South broadsheet will of the Bhopal (Madhya Pradesh) edition, making it to IIT. Kya Cool Hain Asia FM in Jamshedpur. Business Bhaskar, the Hindi business daily Hum focuses on the unfulfilled As for the advertising, a 10 second have a cover from DB Corp. Ltd (DBCL), has launched promises of the government. Yeh spot will cost Rs 350 on Radio price of Rs 1.50. editions in Indore (Madhya Pradesh) and Raipur (Chhattisgarh) Hai Ranchi Meri Jaan is about the Dhoom. “Mantra and Big FM have a as well. It will target not only the business class, but also new developments in the city such as pan-India presence and can get people trading in commodities and the share market. a new mall, fashion trends or the national advertisers. But we can have latest gadgets being used by the joint offers with Prabhat Khabar,” he STAR> The media conglomerate is gearing to launch its youth.” says. first regional GEC in September. In the pipeline are Bengali, Gujarati and Marathi channels. To strengthen its regional QUOTE OF THE FORTNIGHT The channel channel team, STAR India has appointed JC Giri executive promises quality vice-president and general manager. Earlier, Giri was “They are the best when it comes entertainment. president, Ogilvy Mumbai, in charge of both O&M and to kids. The film has done well in OgilvyAction. the United States Of America and The channel will ESPN STAR Sports> The I hope the same happens with the cover 260 hours of sports channel has secured the exclusive, non-standard television rights including cable & satellite DVDs as well.” sports for both the television from the International Olympic Committee for the Aamir Khan, on Walt Disney picking up the rights of Taare winter and Vancouver 2010 Winter Olympics and the London 2012 Olympic Zameen Par, Khan’s directorial debut, for the US home video summer games. Games for 22 countries across the Indian subcontinent and South- release in the The Economic Times. east Asia. It will comprise over 200 hours of coverage for the London 2012 Olympic Games.

8 The Brand Reporter, August 1-15, 2008

MIRCHI KAAN AWARDS NEWSBULLETIN Lend Me Your Ears Sponsored by

Radico Khaitan M2 – Magic Moments > Hindi film actor Hrithik has invested in Roshan has been signed on as the brand ambassador for M2 – Magic Moments vodka, the new avatar of the latest packag- Radico Khaitan Ltd’s Magic Moments vodka. M2 is tar- ing decoration geted at the young and the young at heart. The vodka technology. brand has unique packaging to draw consumer attention. The bottles have graphics directly printed on to them.

The focus will be Brand Planet Elephant> A new brand outfit has come on strategic advi- into existence. Brand Planet Elephant is the entity formed with an equal partnership of Shouvik Roy, ex-hand of sory, traditional Alchemist, Anjan Roy, ex-hand of Vyas Gianetti Creative communication (VGC), and Elephant Strategy+Design. The new outfit will Piyush Pandey with some of the winners and corporate operate out of Delhi. Shouvik, who has spent seven years at Alchemist, has experience in brand strategy. Anjan will focus he Mirchi Kaan Awards, initi- and listeners,” saidAPParigi, manag- identity. on the advertising function. ated by Radio Mirchi were ing director, ENIL (Radio Mirchi), in Tintroduced five years ago to an official communique. StrawberryFrog> India seems to be on everyone’s radar felicitate creativity in radio advertis- The jury consisted of members these days. StrawberryFrog, the independent full service ing. The event held this year in from the advertising fraternity - agency that is best known for its global work on Heineken, mid-July, saw more than 700 entries Prasoon Joshi, Piyush Pandey, R plans to start operations in Mumbai in 2009. It has in the past

ADVERTISING across 15 categories. Balakrishnan, Ravi Deshpande, done some work for the NGO, Nanhi Kali. The agency is McCann Erickson and O&M Mohammed Khan, KS Chakravarthi, responsible for the launch of the Mahindra & Mahindra bagged the Agency of the year title, Agnello Dias, KV Sridhar, Rajat vehicles, including the Scorpio, in the US market, scheduled to while GM Chevrolet U-VA won the Dholakia, Ram Sampath, Priti Nair, happen happen in 2009. StrawberryFrog has a presence in client of the year award. Rekha Nigam, Bobby Pawar, New York. Recently, it also entered the Brazilian market with The theme this year for the Shantanu Moitra, Ramanuj Shastry, an office in Sao Paolo. awards was, “March SPECIAL WINNERS Ashish Khazanchi, against Mediocrity”. Gullu Sen, Prahlad “The radio indus- The Crystal Award Kakkar, Pradeep Cycle Agarbatti: Jay Dev… Jay Dev >>ACCOUNT MOVEMENT try is at an all time Sarkar, Josy Paul, The Best Voice Award > Hakuhodo Percept, one of Maruti’s roster agencies, boom and has wit- Prasoon Joshi Suguna Swami, and nessed the launch of Senthil Kumar, has won the creative duties for the latter’s new concept car A- The Best Sound Design over 200 stations among others. Star. The pitch, which involved creative and strategy Hit - Chinese Song presentations, saw the participation of Maruti’s other roster agencies, Lowe and across 76 towns. Agency of the Year Meanwhile, Ernst Mirchi Kaan Awards & Young were the Capital Advertising, and even external agencies such as Publicis India, Grey, Euro McCann Erickson & Ogilvy & Mather RSCG and Dentsu. is an initiative Client of the Year notaries and auditors through which we Chevrolet U-VA (General Motors) for the awards and > Mudra Connext has been appointed as AOR (agency of record) hope to reinforce the Production House of the Year the Ad Club Bombay for Plethico Pharmaceuticals. The agency won the account after a creative proposition Autoedit Productions lent its support in multi-agency pitch. Manoj Javkar, general manager, consumer products of being omni-pres- Radio Writer of the Year organising the judg- division, Plethico Pharmaceuticals, refused to disclose the quantum of ent to our advertisers McCann Creative Team ing process. Plethico’s media spend, but said that 70 per cent would be for TV, 20 per cent for print and the remainder for below-the-line activities. GOLD AWARDS Campaign Category Agency Brand Caption Automotive & Accessories McCann Erickson Chevrolet U-VA Chevrolet U-VA (Space) Campaign Toiletries & Household Care Mudra Communications Cycle Agarbatti Jai Jagdish Hare; Jay Dev... Jay Dev New AD campaign of the fortnight Single Category Agency Brand Caption New TVC Toiletries & Household Care Mudra Communications Cycle Agarbatti Jay Jagdish Hare CADBURY DAIRY MILK Toiletries & Household Care Mudra Communications Cycle Agarbatti Jay Dev... Jay Dev Cricket crazy fans watching a match at a railway station. Set Toiletries & Household Care Publicis Ambience Advt Hit Chinese Song to celebrate with Cadbury, India loses the match, but they Automotive & Accessories McCann Erickson Chevrolet U-VA Chevrolet U-VA (Space) - Moustache all celebrate anyway for that bar of Cadbury. Automotive & Accessories McCann Erickson Chevrolet U-VA Chevrolet U-VA (Space) - Dandruff Agency: O&M QUOTE OF THE FORTNIGHT Creative Director: Shekhar Jha and Abhijit Awasthi Copywriter: Anurag Agnihotri “A TVC can be launched on internet Production House: Corcoise Films first to gather audience reactions and then tweaked accordingly, TEACH INDIA going by majority opinion. If the A series of working, educated professionals realising their duty brand manager is enterprising to impart education to the underprivileged. Professional and enough, a complete new TVC can deprived child come together to complete a letter. be created as a successor to the Agency: JWT, Mumbai earlier one, based on the script that the audience Creative Director: Milind Dhaimade creates and favours.” Copywriter: Agnello Dias ATUL SONI, MEDIA DIRECTOR, DIGITAL DIRECTION (A STRATEGIC UNIT OF RK SWAMY BBDO GROUP) ON ARE Production House: Equinox Films WE READY FOR WEB 2.0? IN MINT

1 0The Brand Reporter, August 1-15, 2008

NEWSTRENDS EMAIL MARKETING Keeping up with the Times Even in the age of social networks and blogs, email marketing is far from dead, thanks to marketers who continue to experiment. By Tarana Khan

nline advertisers today have a range of options at their Odisposal – video ads, microsites, viral campaigns, blogs and social networks. However, there is an ad platform which is one of the oldest and still surviving, and that is email. According to online research firm JuxtConsult’s India Online 2008 report, 91 per cent of online Indians send and receive emails. With so many engaging platforms, The HSBC Wimbledon campaign on Sify Mail do marketers still consider email marketing relevant? “Visiting the important to ensure email inbox at least once a week is a that any offer we pass compulsive habit of internet users. on to our audience is of Hence, email marketing is still a sure high relevance to shot direct marketing tool for con- them.” veying new promotions or Group M’s generating interest,” says a Mindshare Interaction Rediff.com spokesperson. Rediff ’s developed the HSBC email service has more than 65 mil- campaign. Harish Nair, lion registered users and it sends out business group head, emailers based on their interests. The “We must ensure “Email marketing Interaction, says, site also earns ad revenue from dis- that the message is has not developed “Earlier, email market- play advertising and sponsorships. highly relevant to in India because ing was about Just as display advertising has our audience”. of spam”. acquisitions because evolved with changes in technology, LAKSHMI GOYAL SUNIL PURI there was a small audi- so has email marketing, which usual- ence. It was also ly consists of sending text and image marketing because emailers or ad frustrating for the customers. But messages to the customer. based emails are only sent to people now, marketers have more options One of the reasons email market- who want to see them. There are and they are selective about their ing had to evolve is that the customer over one lakh subscribers on email campaigns.” has become less tolerant of spam RupeeMail. Puri says that top brands Nair claims that the campaign mail. Spam - or unsolicited emails - don’t go for email marketing because received 40 million impressions and is a major cause of concern across they don’t want to get mixed up with 85,000 clicks. markets. spam, which can ruin their image. The open-up rate (the number of RupeeMail is an email marketing Advertisers who use email mar- times an email is clicked to open) for service developed to be distinctly dif- keting regularly belong to sectors email campaigns varies between 5 per ferent from spam and gratifying to such as finance, real estate, online cent and 30 per cent, depending on the customer as well. RupeeMail shopping and matrimonial and job the content and relevance of the sends out advertisers’ emails to its sites. email. members based on Recently, HSBC Bank did an Puri says the open-up rate for What they do! (The top 10 Online Activities) their preferences and interesting email innovation during unsolicited emails is 1 per cent. For enables them to accu- its sponsorship of the Wimbledon permission based emails, it is 8-10 Activity User* mulate cash points for Championship. Users logging into per cent, and for special interest Emailing 91 reading these mails. Sify Mail found the compose, reply emails, which the user has sub- Job search 72 Sunil Puri, director, and delete buttons replaced by tennis scribed for, it can be 25-30 per cent. Instant messaging / chatting 70 RupeeMail, says, terms such as serve, return, all court As marketers start experimenting on “Email marketing is not and love all. email, the medium is becoming Check news 63 as developed in India as Lakshmi Goyal, senior vice-presi- more interactive too. Google inte- Check sports 57 in the West because dent and head, brand research and grates its search ads in its email Download music / movies 54 there is a lot of spam. media, HSBC, says, “The campaign service, Gmail, and displays them Check cricket score 50 That said, email is a flow was designed such that HSBC according to the context of the email non-obtrusive and per- would be present all through the being read. Dating/Friendship 50 sonalised medium user’s mail experience, with brand- The bottom line is that even a Matrimonial search 49 compared to getting a ing right from the login to the medium as straightforward as email English info search engine 49 call or a SMS.” inbox.” can be used for communicating with – On an average a net user undertakes over 15 activities online Puri says that Goyal agrees that it is difficult for online customers, as long as they – 7 out of the top 10 online activities fall in the ‘personal life’ domain RupeeMail follows the brands to get their messages across continue to read their emails. % – of users indulging in particular activity rules of permission with the presence of spam. “It’s [email protected] Source: JuxtConsult

1 2The Brand Reporter, August 1-15, 2008

NEWSTELEVISION STAR INDIA Selling Stuff STAR Plus is finding other meaningful and engaging ways to establish its bond with viewers. By Sangeeta Tanwar

TAR India created a merchandising and licensing division three years ago to extend Sthe brand beyond television and to cash in on the increased aspirations of Indians. Subsequently, the organisation made aggressive plans to become an independent and viable business unit. aims to expand to Rs Bahu Thi, which costs about Rs 3,000 in the Dadar Nanette D'Sa, senior vice-president, licensing 100 crore within a market, will be available for just Rs 1,500 at Big and merchandising, STAR India, elaborates on the span of two to three Bazaar. initiatives for the division, “Last month, we organ- years. D'Sa also Leaving a mark in the organised market for ised the Star Parivaar Brand Showcase 2008, in busts the myth that clothing, accessories and lifestyle products is going which we, along with our partners, showcased a D’Sa: ready to bet on the clothing and to be crucial in influencing the success of the mer- whole new range of products from the STAR merchandising accessories worn by chandised items. STAR is working on the premise Parivaar family. The collection of clothes and jew- the characters on that if an organisation could succeed in selling ellery showcased the glamour that is unique to screen do not find many takers. In fact, market entertainment products in the form of fairy tales, it STAR Parivaar and the event was an extension of research proves that there is high demand for the could also sell dreams and aspirations through a the hugely popular STAR Parivaar awards.” ethnic and traditional wear showcased on TV line of products. The aim is to exploit STAR Parivaar as a prop- screens. Customers for the merchandised items The merchandising business has its origins in erty. The STAR Parivaar Asia Wedding Fair are consumers in the age group of 18-40 years who the US. It all started off with the explosion of TV 2008-09 will be kick-started in 10 cities in are loyal viewers of the shows and have a taste for as an entertainment medium in the 1950s. October, Mumbai, Hyderabad and Chennai being fashion and style. Fashion does not necessarily Merchandising and licensing tap into and fuel the a few. Are such standalone events confined to mere have to be equated with unaffordable prices of dream of a luxurious lifestyle and, in providing visibility and do they turn out to be a publicity tool branded items. Thus, it is crucial to partner with affordable items, gratify and empower a large sec- creating buzz around the brand? Says D'Sa, “The the right kind of brands. tion of people to live the lives they see on screen. merchandising market is not strong as of now. But D'Sa shares that STAR India has tied up with STAR India allows its trade partners to use its with a rise in the aspirations and incomes of large players such as Big Bazaar, Indiaplaza, Home name for the products, helps them with visual sections of the population, there exists a consider- Expressions and Prakash Books. Lifestyle wear merchandising and, in return, charges a fixed roy- able business opportunity.” retailed at Big Bazaar will provide good quality at alty on the sale of the items. STAR aims to be in According to sources within the company, the reasonable prices. A designer sari worn by Tulsi, 1,000 outlets in 2009. STAR Parivaar brand is worth Rs 30-35 crore. It the popular character of Kyunki… Saas Bhi Kabhi [email protected]

RAJ TV interactive sessions on skincare, dental care, and mother and child care. There will be reality shows on Looking Ahead subjects of interest to women such as jewellery, fashion and retail The regional channel war is on at full throttle with Raj shopping. The children’s band runs from TV stepping into its 15th year. By Khushboo Tanna 5 PM to 7 PM. The new programmes in this time slot include revamped channel that he guaran- ival Sun TV has been ruling original game and quiz shows for tees ratings of 5+ for the weekday the Tamil Nadu market for children, cartoons and a fantasy primetime slot, 3+ for the after- Rthe last 14 years, but Raj TV series. noon slot and 3+ for the children’s is all set to take a shot at it with its The family time slot is between 8 slot. new revamped avatar. PM and 10 PM, which also happens He says, “Raj TV is the underdog Raj TV believes that Tamil Nadu to be the primetime band. The pro- and the challenger – we have every- has the most critical non-Hindi grammes here will include a thing to gain and are prepared to put speaking market. The shows being mixture of singing based reality everything at stake in one go. Our churned out on rival channels are all shows (Voice of Tamil Nadu), motto is ‘Dill Irukku!’ (‘We have stereotypical and deal with the same dubbed English blockbuster movies Guts!’)” issues, it claims. To change the out- Iyer: looking beyond Chennai in Tamil (Titanic, Pirates of the The Raj Network has four chan- look of this market, Raj TV will pull Caribbean) and a talent hunt for nels: Raj TV, Raj Digital Plus, Raj out most of the current shows and the other way round. But most stars who will then get roles in the News and Vissa TV. Vissa TV is a introduce a host of new ones. regional channels take their viewers feature films being produced by Raj Telugu channel; the others are all in Suresh Iyer, CEO, Raj TV, says, for granted,” he says. TV. Tamil. Talking about the network’s “Shows on other Tamil channels are The revamped Raj TV will have Says Iyer, “Raj TV is going to expansion plans, Iyer says, “We Chennai centric and shot in and separate bands for its three sets of produce 10 feature films, of which already have one channel in Andhra around Chennai. We will have target audience: housewives, chil- two are already rolling, so the con- Pradesh and we want to increase our diverse shows which will cater to dren and families. The housewives’ testants in the reality shows have foothold there as well. We will focus people from cities other than band is the 11am-1pm time slot. more opportunities to enter the on Andhra Pradesh in the near Chennai.” Iyer believes that pro- The programmes that will be intro- industry via Raj TV.” future.” grammes drive a channel and not duced in this slot will include Iyer is so confident of the new [email protected]

1 4 The Brand Reporter, August 1-15, 2008

NEWSMEDIA RADIO On the Streets Radio Jockeys who were traditionally restricted to studios are now moving out to interact with the listeners and build loyalty . By Dhaleta Surender Kumar RJ Lokesh of Fever 104 in Nepal

emember, Jaggu, Pintu, Chunnu, Munnu, similar kind of show for quite some time now. It Chintu, Mintu and family from Jhumri has a show College Radio, where Radio One’s “Outdoor broadcast- RTallaiya. The radio jockey (back then it was popular RJ Rahul, hosts the show from college ing is an experiential called announcer) would often announce these campuses in the city. platform for the names in between programmes, and read out their The strategy behind OB is to increase brand stations, the listeners letters. In fact, till a few years ago, this was the only recall, which is certainly a deciding factor for the and the brands.” way of interaction between the radio jockey (RJ) stations, especially in the days of identical content RAJ GOPAL IYER and his listeners. Then came phone-ins, followed that’s aired across stations. by e-mails and SMSes. However, there was never Besides, the RJs of FM stations have become a face to the RJs and listeners often wondered how semi-celebrities, and such initiatives provide an radio stations, but the fact is that increasing brand their favourite RJ looked like. opportunity to interact with the listeners and give recall and trust on RJs is just a by product of these But not any more. RJs are now moving out of a boost to their popularity. initiatives. Radio stations are making serious the studio to interact with the listeners. In coun- However, Tapas Sen, chief programming offi- money from such initiatives. tries such as South Africa and the US, the trend of For instance, Radio Mirchi has a programme outdoor broadcasting (OB) has been quite popu- called Brand on Streets (BoS) where the RJs go out lar. However, the trend has just caught up in India. “Listeners are not to malls and residential societies in Mumbai and Radio Mirchi, one of the early private FM sta- used to such content. Delhi for a breakfast meeting. And these breakfasts tions in the country had adopted the concept of Our endeavour has are sponsored by FMCG brands, which is a great OB way back in 2001, but these were just one off been to create engag- opportunity for brand activation. initiatives. It’s only now that outdoor broadcasting ing programmes.” At times, even special programmes are planned has become an integral part of the programming GOWRI S KAPRE for advertisers. For instance, Fever 104 tied up for not only Radio Mirchi, as every second station, with Nepal Tourism, where the station’s RJ, seems to have jumped on to this bandwagon. Lokesh went to Nepal and did live programming Recently, during the Delhi University admis- for its morning show – Balle Balle in Nepal. sions, Radio Mirchi took Volvo Buses around the cer, Radio Mirchi likes to believe that OB is more Lokesh went around in places like Kathmandu, campuses, counselling students and addressing of a medium to connect the listeners with the Bhakatpur and Gokarma, flew over the Mount their doubts and queries. brand or the station rather than the RJ. Everest and indulged in adventure sports activities Even Radio One in Mumbai has been doing a But the RJ element can’t be completely ruled like bungee jumping and rappelling up a mountain out. These RJs have a great fan following and often through a water fall, attending a Nepali wedding they play a crucial role in building loyalty for the and interviewing people on Nepal’s streets. “Face to face station among listeners. In fact, Fever was one of the stations to launch interactions help Sen adds, “There are certain shows on radio, itself with a promise of more music and less of RJ increase the trust fac- where the listener has intimate discussions with talk. So why this deviation? “The activity was tor that listeners have the RJ on personal issues. Such face to face inter- something that listeners are not used to. It’s not a on RJs.” actions help increase the trust factor that listeners deviation for Fever. Our endeavour has been to TAPAS SEN have on RJs.” create engaging content,” says Gowri Well, these initiatives seems to be working for Satyamoorthy Kapre, national head, marketing & promotions, Fever 104 FM. While the programme was designed by Fever, the itinerary was decided by Nepal Tourism. The station created a hype about the programme with a teaser, where Lokesh, the RJ, while on-air, demanded a month’s leave from his boss. The boss relented on the condition that he would be working while on a holiday. “We received tremendous response from the listeners. We invited listeners to call up the station and update Lokesh about the latest happenings in Delhi,” Kapre says.

Radio Mirchi’s Volvo bus in Delhi University continued on page 18 >>

1 6The Brand Reporter, August 1-15, 2008

PROFILE |NEWS

PROFILE I MANAJIT GHOSHAL I CEO I MID-DAY INFOMEDIA << continued from page 16 On the Streets

She further says that the station “We Can Change Quickly” is looking forward to such opportunities in the future to interact with business side of things for him. He the listeners in an innovative man- takes inspiration from Prime Minister ner. Manmohan Singh who was once the Such initiatives seem to have Finance Minister. “I have always been worked wonders even for the adver- interested in the business side and tisers. For instance, Radio City had have performed on the business side. done some brand activations with It just now that I have been officially Garuda Mall in Bengaluru and City given the responsibility of leading a Centre Mall in Hyderabad, where team,” he says. they set up an entire studio for a His primary goal is to create “the month and allowed listeners to see most different media company in the how a radio station functions. country”. “We want to be a multi-city, Listeners were also allowed to be on- multi-media company,” he says, quick- air with the jockeys. As a result, ly adding that it’s no longer a novelty. these malls saw a major increase in Every media company is footfalls. striving for that. “But ours is a smaller Similarly, when Cadbury company and we can do it faster than launched a new Eclairs, which had a other giants as we can change quickly,” tagline – ‘Slow, slow mazze lo’, a spoof he states. of TV-reality show, Indian Idol was Every other business, he says, has a done (Slow Mix Idol) by Radio City single step process - manufacture and where in RJs went on to the streets sell, but media has two - create and made people sing songs slowly content, get readership/viewership and but perfectly. monetize the readers/viewers. Such initiatives are being extend- Mid-Day’s innovative associations ed across categories, and movie (like with Axis Bank and Axe marketing is one of them. Radio Deodorants) have been the talk of the One, recently did a promotion for town and Ghoshal says the effort will upcoming movie, Ugly aur Pagli in continue. “Ads can also make for great Mumbai. It chose 60 listeners from a content by creating interesting content contest to meet the star cast – in line with the brand. It depends on Mallika Sherawat and Ranvir the way you position it,” he asserts. Shorey. Ghosal believes that print is losing out to other media because of its static Radio scores over FOTOCORP non-interactive nature and the only way to keep up is to innovate. television as the A chartered accountant with degrees Mid-Day is launching in new from the Institute of Cost and Works “Print is territories, but with limited print runs RJ can talk to the Accountancy and the Institute of and aiming to be in the top 10 cities in Company Secretaries too, Manajit losing out to the country. “We want to launch with listeners in their Ghoshal has made a seamless transfer a circulation of 70,000 copies and not from chief financial officer to CEO of other media 5 lakh in places like Hyderabad and local lingo. Mid-Day Infomedia. And he is still Pune. These markets won’t be able to studying. Ghosal is currently pursuing because of support such high circulation figures, Raj Gopal Iyer, station head MBA in sales and marketing. because there are established players (west), Radio One, says, “OB is an “I am a complete finance guy,” he its static there,” he explains. Another focus area experiential platform for both the admits. In 1994, he started his career for the paper will be the internet, stations and the listeners. It also is an with KPMG as a senior audit consult- nature.” specialization on local news and experiential platform for brands to ant when that company had just come entertainment. reach out to a wider audience.” to India. In 1996, he moved to a soft- What are his plans for the site? He feels that radio, which has ware products company Cashtech Solutions as chief “What we have right now is a plain vanilla site,” he been considered to be an aloof medi- financial officer. The company at that time needed admits. “We have started uploading videos. We will um till now is getting “two-way.” funding from Warburg Pincus and was in the process soon have separate features for local news for each city. Radio executives feel that such ini- of setting up offices in US and UK. He helped them We have a tie-up with Youtube and Dailymotion for tiatives also allow them to score over achieve both. hosting our videos on their site,” he adds. their rich cousin - television. “Radio From there he joined CMS Computers in 2000 as In the long run, Ghoshal wants Mid-Day to be a is a local medium and with such ini- general manager, strategy and finance. CMS was a Rs part of the young urban mobile professional Indian’s tiatives, one can turn this quality in 800 crore company into software consulting and hard- (YUMPI’s) life at every stage. Ghosal explains, “As he its favour,” says Iyer. ware. It was during his days at CMS that he met Tariq steps out of home for work there will be a Mid-Day Television has national reach so at Ansari and got into Mid-Day in 2002. He joined Mid- news segment on radio briefing on all the happenings times a local event is of no interest to Day as chief financial officer and senior vice-president, in the city in the morning, news website at work, it. This is where radio comes in and corporate services. Mid-Day Infomedia is a subsidiary newspaper in the afternoon, throughout the day alerts being a local medium, talks to listen- of Mid-Day Multimedia, which includes the print, and a WAP site on mobile and television when back ers in the local lingo which the radio and dotcom businesses. home,” he says. listeners can relate to easily. It has been a metamorphosis from finance to the [email protected] [email protected]

18 The Brand Reporter, August 1-15, 2008

NEWSTELEVISION NEWS “The scale was significant and the topic was All Eyes of national interest. So it was expected to draw The recent trust vote in the Parliament had everyone’s eyeballs.” attention. Channels too made hay. By Sapna Nair R GOWTHAMAN ven a calamity as huge as the tsunami did not “It’s not at all surprising garner as many eyeballs as did the UPA to me. I think any ETrust Vote held in Parliament on July 22, national agenda, be it elections or a bomb blast, has Dias, chief operating officer, Lodestar Universal, Tuesday. For starters, the viewership share for all had a positive effect on viewership figures of news displayed foresight. Hindi news channels increased by 48 per cent on channels. However, the degree of impact may “Since the trust vote date was decided almost a that day, while the English news channels wit- vary,” says Basabdutta Chowdhuri, chief executive fortnight ago, we didn’t face any issue, as the deals nessed a rise of 16.8 per cent, according to aMap, officer of Madison Media. She believes the news- were already operational,” she says. However, she TV viewership ratings by Audience Measurement worthiness quotient is what decides the adds that in such situations, broadcasters often and Analytics. viewership. bump off existing advertisers to accommodate The highest GRP (Gross Rating Point) earner R Gowthaman, managing director, MindShare those who are willing to pay a premium. “We was Hindi news channel, Aaj Tak with a total GRP India says that such a surge in viewership hasn’t ensured that we weren’t part of that ordeal,” she of 16.2 and 16.78 per cent channel share, reaching happened on news channels in a long time. asserts. more than 99 lakh viewers (C&S 15+, HSM). “The scale was significant,” he says. “The topic In an email to afaqs! Arnab Goswami, editor-in- India TV came second, garnering a total GRP 14.1 was of national interest and concerned the com- chief, Times Now, said that this was a historic and 14.64 per cent share. mon man; and hence, was expected to draw turning point and also proof that serious news has Among English news channels, NDTV 24x7 eyeballs,” he adds. The sensationalism during the a strong constituency. led the pack with a total GRP of 7.8 and 38.04 per Parliament proceedings added a touch of drama; It is clear that the ‘Trust Vote’ episode had all cent channel share, reaching more than 43 lakh and that, according to him, also played a big role in parties (except the BJP) happy – the news chan- viewers (C&S, 15+, All India). Times Now was the viewer interest. nels, the advertisers and the viewers. However, the the second most-watched English news channel, A few news channels decided to leverage the GECs (general entertainment channels) and their grabbing 28.22 per cent share and 5.8 GRP. hot property by doubling ad rates. There were a set advertisers might have lost their viewers to the Media observers are of the opinion that the of advertisers who missed the bus and had to pay a drama in the Parliament. phenomenal gain by news channels was expected. premium. Some media planners, like Nandini [email protected]

MATRIMONIAL SITES enabled Nokia mobile nominal fee. phones. We have set up In an e-mail offline stores and also response to The Alliances with TV publish Desi Matches, Brand Reporter, a matrimonial maga- Vibhas Mehta, busi- zine meant for South ness head, fter offering their services opt for the service will be displayed Asians in the US.” Shaadi.com, says, through mobile phones, print and the profiles will be updated Janakiraman adds, “The objective behind Aand offline stores, matrimo- every week. “We had tied up with launching a nial portals are now expanding their In terms of interactivity the Tata Sky a year ago and Shaadi.com channel reach through television. Active Matrimony service enables a conducted a consumer Janakiraman: more on Dish TV is to Bharatmatrimony.com has tied up TV viewer to contact a research study to find options extend our match- with Tata Sky, the Tata Group’s Bharatmatrimony member. A code out how Tata Sky can making services to a DTH venture, and the STAR is displayed along with the profile of be used effectively by viewers to larger audience. In 2004, we Network to launch an the member and the search for partners.” launched our offline stores, the interactive service TV viewer has to The Bharatmatrimony Group Shaadi.com centres, and now we called Active SMS the code to also has portals in other segments are making our services available on Matrimony on Tata Sky 56633. The viewer such as jobs (Clickjobs.com) and DTH as well. It’s our way of while Shaadi.com has will then receive a real estate (Indiaproperty.com). expanding the number of media on tied up with Dish TV, phone number for When asked whether these services which we are present.” Mehta does which is owned by Zee the requested profile. would also be extended to the direct not disclose any plans to launch the Network, to create a Tata Sky will charge to home (DTH) platform, services of other portals such as channel called Shaadi Rs 10 for each phone Janakiraman says the current initia- Makaan.com, a real estate portal, on Active, which will be number request. A tive will help the company gauge the DTH platform. Hitesh Oberoi, launched soon. viewer cannot ask for whether such services work on the chief operating officer, Info Edge The Active Mehta: extending more than three DTH platform and, based on this (India) Ltd, the company that owns Matrimony service will matchmaking phone numbers in a evaluation, it will decide whether to matrimonial portal be available to 2.3 mil- day. offer the other services. Jeevansathi.com, says, “We are lion Tata Sky subscribers for free. It Speaking to The Brand Reporter, The Shaadi Active channel is also exploring the DTH option, but we allows viewers to search for and dis- Murugavel Janakiraman, founder free and will enable 3.5 million Dish have not decided anything about it play the profiles of and chief executive officer, TV viewers to search for and view yet.” Shaadi.com claims that around Bharatmatrimony members on the Bharatmatrimony.com, says, “We profiles of Shaadi.com members 10 million members are registered TV screen. continuously look for innovative who have opted for the service. The with it. Bharatmatrimony.com The subscriber can decide if he ways to expand our reach. A mobile profiles will be updated daily. Dish claims a subscriber base over 12 wants to be seen or not. Only the application of our matrimonial serv- TV viewers can also contact million. profiles of premium members who ices comes pre-loaded on GPRS Shaadi.com members by paying a [email protected]

2 0 The Brand Reporter, August 1-15, 2008

POINTSOFVIEW Are Brands Cutting Down on Spends? With inflation rising, are marketers going to take a second look at their media plans? By Neha Kalra

KAUSHIK ROY SATISH KUMAR JOYDEEP ROY SHANTANU DASGUPTA President, Brand Strategy, Reliance Managing Director, Henkel Head, Marketing, Tata AIG VP, Marketing, Whirlpool

NO MATTER HOW AS SOMEBODY SAID, RESEARCH SUGGESTS WHILE INFLATIONARY WAFER THIN THE “IN GOOD TIMES YOU THAT INSURANCE AND TRENDS AND THE AGENCY AND MEDIA WANT TO ADVERTISE INVESTMENT BUYING RESULTANT PRICE MARGINS MAY BE, AND IN BAD TIMES CUSTOMERS BUY INTO INCREASES DO THERE WILL BE A YOU HAVE TO”. THE CORPORATE BRAND SUGGEST A POSSIBLE FURTHER DEMAND TO WE WILL CONTINUE FIRST, BEFORE BUYING SLOWDOWN IN THE CUT COSTS BY WITH OUR SPECIFIC PRODUCTS. MARKET GOING reducing overheads and advertising and media activities Taking this into cognizance, forward, it’s too early to say as planned. Apart from what the exact effect will be. profits from the agency fee or advertising, we have built in Tata AIG Life has embarked The latter part of the first half media rates. One hears about activities that enable consumers on a long term brand building did see a slowdown but how people in the agency and to experience our brands to programme, which is agnostic much is attributable to inflation media business moaning over induce trials. As consumers buy of the short-term slow-down. and how much to the delayed and our products for their quality and brief summer - which adversely their increments. The smart efficacy, we believe we have an However, significant impacted offtake of air advertiser will be the one who opportunity to grow volumes with emphasis will be placed on conditioners and refrigerators - will ensure a fee structure repeat purchases. In fact, we measuring the efficacy and is difficult to gauge. The second that doesn’t encourage recently launched new products - returns on investment in half has key purchase occasions Bref Power Cleaner and Pril such as Onam (in September) and attrition at the agency level. Degreaser in the homecare brand marketing and Diwali. We will know in the next On the media front, the category. communications. few weeks whether inflation will obvious effort will be to We are now using print, radio, Promotional spend will need have a dampening effect on the deliver the same GRP at a satellite TV and Doordarshan to work harder, sweat more. buoyancy that we are along with on-ground activities to accustomed to seeing in the lower cost. Also, the enhance media reach and Innovations and high- festival season. advertiser could expand the increase brand awareness. impact programmes will With regard to our advertising list of channels as audience We will bring in efficiency from offset any budgetary and media plans, suffice it to say fragmentation is not linked to cost optimisation in logistics or realignment. From the that we have shortened our supply chain and have no plans to planning cycle to tailor our economic phenomena. The alter our advertising and media inception of brand building market investments in line with advertiser will gain by going expenditure. programme, the focus at Tata market growth. But, it goes to smaller channels. Shorter AIG Life has been to invest without saying that we will be bursts of advertising could ‘smarter’ and, subsequently, investing during Onam and Diwali, and there will be a fair increase the impact per measure impact. balance between above-the-line campaign period. and below-the-line investments.

2 4The Brand Reporter, August 1-15, 2008

NEWSAGENCIES W+K, BBDO Mission Statements W+K and BBDO are slowly, but surely going about firming their foothold in India. How have they fared so far? A report card. By Devina Joshi

+K (Wieden + Kenned), that started as a What changed… and what didn’t smallish outfit in Portland over 25 years “We didn’t mind adopting a well known, reput- Wago, has eight offices in all (Portland, New ed name like W+K – it would have been arrogant York, London, Amsterdam, Tokyo, Shanghai, of us to do otherwise, as they are known as W+K Beijing and, now, Delhi). Globally, in every other market,” says Jayal. A Advertising Wieden+Kennedians pride themselves on being a will also benefit from the goodwill of W+K glob- small but powerful bunch, with clients such as ally and this will help score with Indian clients Coca-Cola, Nike, Visa, ESPN and Honda. who might have been otherwise apprehensive. The agency’s brush with India started around Some things remain unchanged for A the same time that the Nokia account was up for a Advertising: It sticks to its earlier model of abol- global review. Having won the creative account ishing client servicing and including what it calls around August 2007 (JWT won the network mar- brand managers in the agency setup instead. These keting duties), W+K was looking to enter India to managers worry about the client’s business even “We originally set up shop in my car. We service the account from here through an alliance beyond advertising and every aspect of business – moved from coffee shop to coffee shop, with an existing Indian outfit. A Advertising, a backend, research – is their domain. meeting talent and friends of BBDO.”d Delhi based creative agency, seemed perfect. JOSY PAUL Started in 2004 by ad men Mohit Jayal and V The Nokia agency Sunil, A Advertising was formed keeping the inde- Since its launch in November 2007, W+K India has Life after 7Up pendent agency model in mind because the two focused primarily on servicing Nokia, something Paul, who moved from JWT to BBDO India, was partners “didn’t want to be limited by giant global that could probably limit it to being “the Nokia the first man on board, followed by the rest of the network parameters”. A Advertising, with only a agency” here. Jayal says, team: Seshadri Sampath, regional director (in Delhi office, managed a decent set of “I can see how out- Singapore), Sangeet Pillai, planning director; accounts, including Royal Enfield, HCL, Sandipan Bhattacharrya and Manoj Deb, executive IndiGo Airlines and Incredible India (the creative directors; Ranjeev Vij, business last one in conjunction with other agen- director and vice-president; Rajesh cies). It also worked as a consultant with Sikroria, general manager; Partho Nokia in 2004 on the Made in India cam- Sengupta, creative director and Manoj paign for the Nokia 1100, while Bates was Yogi, studio manager. the official agency on the account. Work on 7Up followed, with the high When W+K was looking to enter India decibel ‘Bheja Fry, 7Up Try’ campaign doing with the intent of managing Nokia here, the rounds. ‘The Train’ TVC was followed Dave Luhr, global chief operating officer, by the ‘Mat Pooch Why’ radio series and the W+K, was comforted by the work A online campaign completed the effort. This Advertising had done on Nokia. “He looked campaign, according to Paul, gave 7Up a at our smallish office in Delhi with 10 people much-needed fillip as it was at a turning point in it and exclaimed that it was very similar to siders may think that. But we’re talking in its lifecycle. “To have PepsiCo as our first W+K’s way of thinking!” quips Mohit Jayal. The of an intense client and a business of that size client is a big advantage,” says Paul. Soon after, the philosophies of the two agencies – “we’re small demands our time.” Nokia’s ad spends, according agency won Hewlett Packard’s imaging and print- but can handle big accounts” – matched too. A to sources, is well over Rs 100 crore in India. ing group business worth Rs 10 crore. Paul claims Advertising merged with W+K. The new entity, Rumour has it that in India, JWT is likely to han- to have won a “new developmental brand” and to W+K India, is wholly owned by W+K Global - dle the local work and briefs, while the global have two potential MNCs in the pipeline. Jayal and Sunil have a profit sharing agreement. creatives to be adapted in India may, in all likeli- hood, be done through W+K India. The way ahead BBDO India hopes to further the cause of ‘The “Dave Luhr, Seven is the lucky number Work, The Work, The Work’, which happens to be W+K’s global After months of speculation, BBDO India was set BBDO’s philosophy globally. “Our network is this COO, looked at up in December 2007. Unlike W+K, BBDO had amazing matrix that allows you to fly without fear our smallish office a presence in India in the form of RK Swamy/ of falling,” says a philosophical Paul. “We have and exclaimed it BBDO and Media Direction. According to Josy good parents.” was similar to Paul, chairman and national creative director, BBDO is a strong brand abroad. It has been W+K’s way of BBDO India, “We originally set up an office in my ranked the most creative network for the last two thinking.”d car. Seriously. We moved from coffee shop to coffee consecutive years in the Gunn Report, apart from MOHIT JAYAL shop, meeting talent and friends of BBDO.” BBDO winning several biggies at Cannes 2008 (including is the globally aligned agency for PepsiCo, and Network of the Year and Agency of the Year for BBDO India commenced business by winning the BBDO New York). However smooth it may 7Up account in a competitive multi-agency pitch, appear, BBDO India has a long way ahead. For breaking the 18-year-old JWT-7Up tie (JWT con- one, Omnicom (of which BBDO Worldwide is a tinues to handle the rest of PepsiCo’s portfolio). part) trails its competitors WPP, Interpublic and BBDO Worldwide owns a majority stake in Publicis Groupe in India. It will also take a great BBDO India, while the rest is with RK Swamy/ effort to live up to the mammoth creative image of BBDO and Josy Paul. BBDO Worldwide contin- BBDO globally, but Paul & Co seem ready. ues to hold a minority stake in RK Swamy/ BBDO. [email protected]

2 6The Brand Reporter, August 1-15, 2008

NEWSTRENDS PIZZA HUT Time for a Story to Happen There’s a story to every place and Pizza Hut has just written its own. By Devina Joshi

he pizza chain, which launched in India over spirit of Pizza Hut as a place where people bond, a decade ago, has decided to undergo a brand forge strong friendships and create great memories Ttransformation, complete with a revamped while sharing food. look for its outlets, an expanded menu including- This perhaps sounds like Pizza Hut is on the more courses of meals, a new logo and a new baseline same turf as Barista, when it shifted from a café to (the quintessential ‘hat’ has been retained but a lounge experience, and Café Coffee Day, when it tweaked). changed its baseline to ‘A lot can happen over a cup Pizza Hut will now focus on the new thought, of coffee’. “See, while these outlets target the col- ‘Stories Happen’, to enhance and encourage the lege going gang , we hope to go for the 24+ types,” dine-in experience as opposed to take-aways and explains Bhattacharya. home delivery. Close to Rs 50 crore will be Bhattacharya: going for Chaudhary: casual din- Pizza Hut offers a wider menu for greater time pumped into this activity over the next three years, the 24+ types ing is the difference spent as also personalised touches such as birthday starting with Mumbai and Delhi and then moving celebrations (if the waiters get to know it’s your on to Pune, Chandigarh and Bengaluru. is not a part of. The introduction of the enhanced birthday, they sing and dance for you). “A Barista In the past, actors such as Jaaved Jaffrey, Malaika dine-in concept will distinctly position us in the doesn’t offer such personalisation,” she says. Arora Khan, Zayed Khan and Satish Shah have casual dining segment and reinforce our leadership The campaign will initially be a tactical one endorsed the brand. Its positioning has evolved in the space,” says Niren Chaudhary, managing inviting people to try out the revamped look, feel from ‘Treat You Can’t Beat’ to ‘Good Times, Great director, Yum! Restaurants, India. and menu. This involves press and outdoor ads. Pizzas’, and now finally, ‘Stories Happen’. Pizza “In that kind of relaxed ambience and time ‘Stories Happen’ will be a thematic campaign Hut wants to become a fancy dine-in experience spent, human interaction becomes important,” says (comprising TV as well). “We want a dialogue with where people can spend a lot of time. Swati Bhattacharya, executive creative director and consumers, rather than just a pizza eatery experi- “This transition in our strategy signifies an vice-president, JWT Delhi. Revealing the core idea ence,” says Bhattacharya. Pizza Hut’s brand important turning point for Pizza Hut in India. As behind the new baseline, she says, “When humans transformation strategy of ‘Enhanced Dine-In’ is a a business, we have been in India since 1996, but bump into each other, loads of stories are traded, part of a global re-imaging exercise that has already we have always been wrongly compared and pitted so we want to position Pizza Hut as a place where been implemented in countries such as Hong against other pizza delivery chains or even quick each table and its occupants have a story to tell.” Kong and the UK. service restaurants, which are segments Pizza Hut The new tagline, ‘Stories Happen’, captures the [email protected]

MTV-CENTER FRESH spoofs on actors Shah Rukh Khan were advertising a distinct flavour or Swamy of Viacom says, “We are on a and Rakhi Sawant. There will be 30 a variant of the chewing gum.” constant lookout for like minded such films on contemporary themes, The Center Fresh TV commer- brands whose image and target group Oh, Just targeting celebrities from films, poli- cial is also based on the same matches ours. MTV caters to the tics and sports. The idea is to portray concept, with the tagline ‘Zubaan Pe young at heart, so it was natural for various situations in which the pro- Rakhe Lagaam’ (‘Keeps the Tongue us to approach Perfetti for a joint tagonists are spotted indulging in in Control’). campaign. Shut Up non-stop ‘bakwas’ till the mint Kapoor adds, “These animated Swamy explains, “The commer- cials are nicely packaged, based on MTV and Center Fresh consumer observance and integrate the core values of the original tagline attempt to put an end to of Center Fresh. The campaign is unnecessary banter. based on the belief that seriousness is By Sangeeta Tanwar outdated and the fun-humour approach works with the audience.” Both Kapoor and Swamy refused he spoof, Center Fresh to divulge the financial details of the Zubaan Par Lagaam,tobe tie-up. Kapoor says the process of Taired on MTV during ad evaluating the returns on investment breaks, will be on film stars, politi- are not yet complete, so it would be cians and sportsmen. unfair to comment on or share the Currently, the campaign consists Center Fresh seals their mouths. The spoofs will run for a year on MTV, financial details of the project. of two 15 - second films being aired films end with the voiceover, “Lag which is a perfect platform to reach Informed sources reveal that exclusively on MTV. These films, gayi zubaan par lagaam.” out to the age group of 15-35 years.” Perfetti had to shell out Rs 2 crore also called break bumpers, are aired Rohit Kapoor, group product, Kapoor reveals that Perfetti plans for this initiative. The cost includes 15-20 times a day. Aditya Swamy, manager, Perfetti Van Melle India, to start a viral campaign soon. The production charges and the air time senior vice-president, Viacom Brand says, “The Center Fresh Zubaan Par viral campaign will have an in-built cost for a year. The films have been Solutions, says, “The high rotation of Lagaam campaign is an extension of game to support the campaign on created and produced by Viacom these films will ensure that the brand the branding and repositioning MTV. Radio activity will also be ini- Brand Solutions, the integrated is highly visible on the channel.” exercise initiated to promote the tiated in the metros in two weeks. marketing vehicle of Viacom18. The first two animated films are mother brand. All these years, we How did this idea come up? [email protected]

2 8The Brand Reporter, August 1-15, 2008 SOURCE 1Lac+Towns Est.

IRS Individuals

2008

(AIR)

Dainik 682

Jagran

Punjab 576

Kesari

Dainik 381

Bhaskar

ALL Tribune

FIGURES 191

’ 000 s

World’s

Largest WORLD'S Dainik

Read

LARGEST

Jagran

Daily

READ

Trineon DAILY

MEDIA JUNCTION

eet Swapnil Jain. He is the average small-time businessman from According to Hansa Research, the HPI or Household Premiumness Index Aligarh in Uttar Pradesh (UP). Jain, 23, is a director of the Rs 70-crore (introduced three years ago) for many of these towns is higher than the Pavna Group. It owns a university (Manglatayan) and also runs the national average. The HPI calculates the affluence levels after studying the local Delhi Public School. So far Jain had been using billboards and local demographics, ownership and consumption of products and services. It editionsM of newspapers to reach out to his core target audience of young students. Last year, makes up for the shortcomings of using SECs to segment the consumers. he started advertising on Mumbai-based Big FM, among other FM stations. The 40 per Affluence levels in towns such as Kanpur, Indore or Surat are three- cent rise in response (compared to print) surprised Jain. He plans to take his PC brand fourths or more than that in Mumbai. Not only do residents of these cities national, doubling his ad budget from Rs 5 crore to Rs 10 crore. buy durables, financial services and telecom products at roughly the same A sleeper Bhojpuri hit, Kab Aibu Anganwa Hamaar, proved to be one of pace as metro buyers, they also consume media in more or less the same Hindustan Unilever’s best marketing gambits in 2007. Initially, it scrounged around to quantities. Internet penetration, DTH sales and C&S offtake is growing faster reach out to consumers in SEC C, D and E categories in UP and Bihar using TV, but in small towns. This is an attractive market in terms of purchasing power, without much success. That is when it decided that the massive popularity of Bhojpuri time spent on media and product consumption says a recent report (The cinema made it the ideal vehicle to ride into this market. Dhoni Effect) by Ernst & Young. All this has led to a boom in mass media In the movie, the female lead Naina - played by Shweta Tiwari who, along with options. For long, “the perception of (mass) media was limited to the seven Manoj Tiwari, is a major draw in Bhojpuri films - is the strength behind the hero metros,” says Tushar Dhingra, CEO, Adlabs Cinemas. Now, 1,700 digital Tiwari’s metamorphosis from a village bumpkin to a famous singer. She is referred to as screens, hundreds of multiplexes, over 225 radio stations, the rise of Bhojpuri, Wheel Smart Shrimati in the movie. One of the songs in the movie, “mil gayili humka Bangla and Marathi cinema, the surge in language television and hundreds of ek Smart Shrimati” (I have got my smart Shrimati), was carried on all audio CDs and language editions in print offer a undreamt-of range of mass media options. cassettes of the movie. An in-film sequence featured Active Wheel. In typical HUL fashion, the company refused to share numbers but, “In terms of business results, UP and BOOM, BOOM Bihar clocked impressive growths and are still continuing the momentum,” says he fact that mass media is finally reaching out to these towns in various Dnyanada Chaudhari, head, media services, Hindustan Unilever. Tforms is helping unlock their potential. “Industry has been pushing In June 2007 the Noida-based B.A.G films Dhamaal radio launched in 10 cities. growth in small towns but advertising had lagged. That has changed and Big deal? Yes, if you consider that Muzaffarpur, Dhule, Ahmadnagar, Jalgaon, Jabalpur, advertising is following,” says Vikash Mantri, assistant VP, ICICI Securities. Hissar, Shimla, Patiala and Karnal are the towns in question. These are some names Take Future Media, which is a part of Kishore Biyani’s Future Group. It you may be tempted to look up in the map. Most analysts dismissed the station in Tier 2 and 3 towns such as Karnal. These hardly made for hot advertising sources, was the The Big Boys? logic. Detractors were in for a surprise. Total ad billings for Dhamaal rose from Rs 4 lakh (Media reach in the six metros) a month to Rs 30 lakh. Anurradha Prasad, managing director B.A.G Films and Media, 60 expects the figure to go up to Rs 50 lakh a month this year and expects to break even in 2006 three years. “It is easier to get an audience in these towns,” says Prasad. 50 2005 Small-town India is rocking. One estimate puts the value of sales from 2004 small towns at 30-50 per cent of the total for some of the leading durables, 40 financial services and FMCG majors. Bajaj Auto’s Pulsar, Discover and 30 Platina are brands that are meant for small towns and do exceedingly well there. Mobile phone makers too are happy. “The last two years have seen a 20 greater drive in tier 2 and 3 cities,” says Lloyd Mathias, director, marketing, 10 India and South-West Asia for Motorola. Before proceeding further, an No. of individuals (millions) important distinction has to be pointed out. This story is not about rural 0 India. It is about non-metro India. There are 382 towns with populations Cinema Radio Satellite TV Press ranging from one lakh to under 40 lakh. Some marketers include towns with Medium a population of 50,000. If you consider them, there are 779 towns. Metros = Delhi, Mumbai, Kolkata, Chenna, Bengaluru, Hyderabad Source: IRS and Hansa Research

3 2The Brand Reporter, August 1-15, 2008 3 3 COVERSTORY

Propelled by increasing consumption, higher below-the-line spends and the rise of local advertising, small-town India is seeing an unprecedented boom. Is ‘regional’ the new ‘national’ ? Vanita Kohli-Khandekar explores.

From extreme left: A Bhojpuri film gets ‘advertising’; Lucknow’s Big Bazaar, platform for many things; Dhamaal thinks small and Newspaper vendors in Bhopal

offers everything from TV screens, radio stations, physical space and even a Secondly, marketers will need to rethink everything from the idea of value for magazine to marketers wanting to reach out to the 200 million-plus con- money to premium for small towns. Mathias reckons that, in the last three sumers - claims the company - who walk into its 500-odd stores daily. In years, the average value for most of the phones sold in these towns went up January 2007, when Future Media began selling space in these outlets, there from Rs 3,000 to Rs 5,000. Popular features are extendable memory cards and wasn’t much interest. “Six months later they started walking in asking to be MP3 players, something only metro buyers would be interested in earlier. shown the options,” says Partho Dasgupta, CEO, Future Media. Big spending in retail is now more visible. Earlier this year, the biggest bill Over 300 brands such as ICICI Bank, Vodafone, Mitsubishi Pajero and in a Big Bazaar outlet - for Rs 2.25 lakh - came from Sangli, a town in Club Mahindra now use Future Media’s TV and activation options in Big Maharashtra with a population of 6.5 lakh. The fact that it is in a district that Bazaar and Pantaloon among other stores. More than 60 per cent of these is one of the highest sugar-producing ones in the country is really not the brands came because they wanted to target small towns and their rising rupee point. Bill sizes are increasing. “The number of items on the bill may be lower power. The average deal size? Rs 30-40 lakh. Almost every media company is in Baroda than in the metros, but the per-unit value is higher,” says Vishakha now plugging into this growth story. Sanjay Trehan, CEO, NDTV Singh, director, MaRCom, Future Media. The volumes too are bigger. Convergence says that more than one-third of traffic on NDTV.com comes Compared to 4,000 footfalls a day in Mumbai’s upmarket Phoenix mills area, from small towns. To cash in, it recently launched NDTVKhabar.Com. the Lucknow Big Bazaar gets 16,000 people in the store. UFO Moviez, the country’s largest digital theatre chain has 1,080 screens across India. Of these, 80 per cent are in tier 2 and 3 cities. Since 2005, when THE MEDIA PLATFORM UFO rolled out its offering, “each of these witnessed a 150 per cent jump in s the prosperity of smaller towns draws in media, it has to learn to localise audiences walking in,” says Rajesh Mishra, CEO, UFO Moviez. Viewership Amore. Radio, probably, has the biggest opportunity. Bundeli music in trends on TV too reveal the non-metro pull. According to Nikhil Rangnekar, Jhansi, Dogri in Jammu and Bhojpuri in Ranchi is what gets audiences to executive director, India (West), Starcom Worldwide, the viewership for news switch to FM. Tarun Katial, CEO, BIG FM points out that in many cases it in English, Hindi and other languages has grown faster in non-metros. It is has revived the local music industry. In Orissa, for example, ringtones and the same for cricket and reality shows. downloads have made Oriya music viable. Media agencies have to stop look- As the acceleration sets in, several things are bound to happen across the ing for spikes. For instance, the listening pattern on radio in small-towns is value chain - from marketers to agencies. The metro bias within corporate flatter, since there is little commute time which means stations can use all India is reducing. So media and ad agencies will go where the money is. time bands, not just morning and evening,” says Katial.

Good Reception Next in Line? (Media reach in the small towns) (Media reach in rural areas) 200 250 2006 2006

2005 200 2005 150 2004 2004 150 100 100

50 50

No. of individuals (millions) 0 No. of individuals (millions) 0 Cinema Radio Satellite TV Press Cinema Radio Satellite TV Press Medium Medium

Urban areas excluding six metros Source: IRS and Hansa Research Rural India Source: IRS and Hansa Research

3 2 The Brand Reporter, August 1-15, 2008 3 3 COVERSTORY

English, Metro, and other biases arketers and media buyers will admit, albeit off the record, that there is an consultant, Brand and Media. It is to the credit of groups like Bhaskar and Jagran that English and Metro bias among agencies and advertisers. More than half the the gap in the ad rates between regional languages and English has been narrowing. Mmarketing spend decisions nationally are taken by people based in Mumbai. They have managed to repeatedly prove that reading in an Indian language does not In essence, the ad spend directed at Mumbai is B2B (business to business) rather translate into a downmarket consumer. “The problem is media buyers only decide than B2C (business to consumer). An internal study done by a national media compa- through SEC cuts,” says Vishakha Singh, director MaRCom, Future Media. These are ny shows that in 2006 over Rs 6,600 crore – an overwhelming 30 per cent - of the Rs now beginning to tell on the business. 20,000 odd crore national ad spend was blown up on Mumbai-centric media. One mar- The whole process is rate-oriented and the resulting fall in rates has meant keter puts the spends on the six metros at over 60 per cent of the national spend. increasingly smaller amounts for the two per cent odd that media agencies get. In a Even in a metro, on a really local level, this bias shows up. The cable trade is full bid to become relevant they are starting to offer 360 degree solutions – direct mar- of stories about the premium on carriage fees in Worli and Bandra in Mumbai where keting, digital, outdoor. That is exactly what creative agencies did sometime back, but media buyers and agency guys work and stay. Then there are other biases. eventually specialists grabbed that piece of the pie. And that is what is happening to Take English. Seven per cent of the readership of Indian newspapers comes from media agencies too. More than 40 per cent of marketing spends now does not nec- English, 53 per cent of the ad spend goes to English, as per the statistics available. essarily go through an agency, because marketers spend it directly on media that Or take the fetish for TV. “Most planners are TV babies, they don’t read. They proba- they think is relevant. Maybe it is time for media agencies to find another weapon in bly wouldn’t even know what towns fall in the list of 50 towns,” says Sulina Menon, their fight for relevance.

What is pushing mass media into these markets? Wagh Bakri Tea (it has a brand ambassador in Smriti Irani and is popular in It arises from the confluence of three factors. The first is the rapid increase Gujarat) or the Punjab State Cooperative Milk Producers’ Federation’s Verka in purchasing power in small towns that almost coincided with the saturation cheese. Each spends a few crores on advertising every year. Katial reckons he in metros. Secondly, the rising below-the-line spends are going to small-town gets one third of his revenues from national brands, one-third from purely India. The third is the growth of local SMEs. In several categories such as tele- local SMEs and the rest from regional (across the state). com, financial services, durables, the growth in the metros has been slower And there is the strong retail push. “Thirty per cent of our business comes than in the rest of urban India points out the Ernst & Young Report. In tele- from retailers. For many marketers, the decision-making has shifted to com, for instance, subscriber growth in the four metros is growing at 57 per regional,” says Prashant Panday, CEO, Radio Mirchi, a part of Entertainment cent compared to 92 odd per cent in the rest of urban India. Network India (ENIL). Sanjay Gupta, editor and CEO, of Jagran Prakashan Till even a few years ago, communicating to this growing pool was a prob- concurs. He points out that there has been a lot of decentralisation of nation- lem. Compared to a Mumbai, Delhi or Bangalore mass media options in al budgets over the last few years with dealers and local offices deciding how Karnal, Surat, Sangli or Madurai were limited. The options would invariably to spend the money. Many companies do not release ads through national be a local cable channel, the local DD station, the local newspaper and All agencies. His flagship daily, Dainik Jagran, taps into this trend with 32 edi- India Radio. As marketers started getting desperate to reach small towns, they tions and 230 sub-editions across the country. began using (out of home) OOH and events. Of the $6 billion that was spent on advertising in 2006, more than 30 per cent went to non-mainline (below- PARTY POOPERS the-line) options. Much of this was spent to reach small towns. Rising BTL t is not all rosy. There are thorns too. Two of the biggest ones are infra- spends boosted local advertising in the early part of this decade. Combined Istructure and the rates that a media owner can charge. “Electricity is the with the growth of regional brands, it triggered the growth of hundreds of main issue. The switchover to consumption will happen when there is infra- local dailies and catapulted local cable stations into a Rs 800-crore ad vehicle. structure feeding into that consumption,” says L.V. Krishnan, CEO TAM Media companies are yet discovering gold. “The trend of BTL going to small Media Research. TAM’s biggest challenge in large audience markets such as towns will increase,” thinks Atul Phadnis, CEO, MediaE2E, a media services UP is the lack of electricity which make it difficult to capture viewership pat- firm that has done work on media in small town and rural India. terns (the upside is that this makes UP and Bihar great markets for radio). There is an interesting twist to the tale. “Advertiser interest in small-towns The second problem is getting better yields. Radio Mirchi has 32 radio sta- is driven not just from Mumbai and Delhi but from regional SMEs wanting tions. When it sells them as a network, the bulk rate is, say, Rs 15,000 for 10 to go national,” says Katial. One of BIG FM’s largest advertisers is Aligarh- seconds. This works out to roughly Rs 500 for a station. But when it tries to based Pavna Computers. Katial points out to local brands like the Rs 250-crore sell space on individual stations - say just Jabalpur, advertisers expect the same rate. This makes it less lucrative to sell local media to national advertisers. Hungry for more This is where the growth of regional and local advertising is a god send. (Media consumption pattern in the small towns) Gupta reckons that local advertising offers better margins. A regular 100 cc ad, for example, in a regional daily would bring in 50 per cent more from a 140 local advertiser because there is no discounting on the card rate. Earlier, even if the local advertiser paid the card rate, it was not as tempting as the national 120 advertiser because volumes were not enough to justify a separate brand. Now they are. “The local advertiser is more demanding because he wants to see 100 walk-ins. Once you succeed locally, you succeed nationally,” says Gupta. Remember Aaj Tak? It began as a beacon of hope for small and local adver- 80 tisers. Today, it commands more than half its viewership from outside of Delhi 60 and Mumbai, but 70 per cent of its ad revenues come from advertisers in these two cities. TV Today’s CEO G. Krishnan points out that most of this ad spend 40 is aimed at small towns Is regional proving to be the ace in the pack for media- owners? Some certainly do believe that it is. 20 The biggest money spinner in Zee’s stable - after its flagship Hindi chan- 0 nel - is Zee Marathi. Nitin Vaidya, director, regional channels, Zee Network, 4 Million + 1-4 Million 0.5-1 Million 0.1-0.5 Million 50k-0.1 Million Below 50k says that Zee Marathi delivers not just in non-metros but has been ahead of Towns towns towns towns towns towns Star Plus in Mumbai (till May 2008). Many ‘small-town’ media brands have Press TV Radio Internet a higher audience share than national brands. It is when these brands start Note: Average time spent, in minutes, per media on working days Source: HANSA Research becoming bigger than ‘national brands’ in revenues that the fun will begin. [email protected]

3 4The Brand Reporter, August 1-15, 2008

NEWSOOH SCREENERY MEDIA A Nice Collage A picture of five big companies, four lakh sq ft of display space over 1,500 locations. By Surina Sayal

n April, Screenery Media comprising five OOH companies, Jaycee, Outlook, Century, IDelta and Travancore joined hands in Kerala. With its combined strength, Screenery now has offices in Thrissur, Kottayam, Kozhikode, Kochi and Thiruvananthapuram. Interestingly, each company brings with it a different skill - Jaycee specialises in street furniture, for the panorama of race will visit 11 ports, beginning at Alicante in Century in billboards, Outlook in digital, Delta in unipoles, billboards Spain and ending at St Petersburg in Russia. The highway signage and Travancore in transit media. and other OOH race attracts media coverage of over two billion K Jayachandran, managing director, Screenery media spread, cumulative TV viewings apart from print, internet, Media, and the brain behind the consolidation, says, Jayachandran: looking for aesthetically incor- radio and mobile platforms. a national footprint “In Kerala, the OOH industry is fragmented. There porated and blended For the first time in its 35-year history, the race is no measurement and no means to know the capa- with the natural beauty of Kerala.” will see a stopover in India at Kochi’s Willingdon bilities of a company. This consolidation leads to He adds that Screenery’s strategy is to acquire Island. A Race Village being created will come skill sharing, benefiting our clients. It helps us to get and achieve a national footprint and leadership. alive with concerts, parties, sailing and cultural more power and bigger clients. We are now a ‘five Screenery has ownership in formats like hoard- activities. The route to the Race Village and the power engine’.” Jayachandran says that until now, ings, bus shelters, unipoles, street furniture, transit arterial roads in Willingdon Island are branding the OOH industry saw the emergence of smaller media and ambient media. It has added technolo- opportunities that include billboards, mini bill- companies set up by people who left an OOH com- gies such as digital LCD screens, true colour LED boards, signages, display boards and LED displays. pany, taking a few clients with them. digital display walls, scrollers and trivision. To connect with the right audience, Screenery Jayachandran worked for 18 months to bring Screenery’s client list includes Tata Indicom, is restricting the number of clients/ advertisers to the five companies together. Each partner in this BSNL, Tata Sky, Godrej, Sansui, Vodafone, 60. The signages will be placed at high traffic areas venture contributed Rs 50 lakh, creating a corpus Britannia and Reliance Mobile. and other strategic locations on Willingdon Island. of Rs 2.5 crore to provide the working capital for Screenery has bagged the OOH media market- A single unit is a 3,000 sq. ft area made up of 16 Screenery and make it eligible for all major tenders. ing rights for the Indian stopover of the Volvo billboards and other displays for marketers to Jayachandran (also known as Jaycee) says, “The Ocean Race 2008-09 at Kochi Port, December 3-13. showcase their products or services. The total cost word ‘screen’, denotes digital display screens, the The Volvo Ocean Race is the legendary around- of a single OOH media unit is Rs 60 lakh. emerging trend in ambient media, and ‘scenery’, is the-world yacht race started in 1973. The 2008-09 [email protected]

WINDOWS LIVE SEARCH Search in the Open

ive Search is a unique search Maya Hari, head, consumer mar- engine featuring an innovative keting, online services group, Land friendly user interface and Microsoft India, says, “The objective powerful organisational tools of the campaign was to get some vis- designed to place the user in control. ibility for Live Search, given that in The service features simple precision May we launched a host of exciting tools such as search preview, a detail additions such as local search, differ- slider bar that increases the level of entiated video search, celebrity result information on the results page, search (including the most popular Parle, are examples of the kind of the video starts playing,” says Hari. and a smart scroll that enables people searches by consumers) and Image information that people are search- As for the creative, the aim was to to view search results without moving search with cool sorting ability. ing for today,” says Hari. In fact, the use humour to arouse curiosity pages. It helps people customise their Cool sorting enables the user to creatives on the bus shelters were about the video search. Hence the search results by preference, and specify searches, for example, only placed close to the points displayed. line on a creative tells users interest- extensive search categories deliver images with faces or only black and For example, if it said ‘Tattoo par- ed in ‘Bollywood, Hollywood, better and more customised results. white images. Secondly, we wanted lour, Bandra’, one could actually Tollywood or any other wood’ to try The innovative OOH campaign, to get consumers curious about spot the parlour. The displays were searching videos on www.live.com. titled ‘Think It, Find It’, was done in something fun and yet relevant and put up at 30 locations, mainly popu- The creatives were done by Mumbai. It consisted of bus shelters then drive users to try Live Search.” lar youth hotspots and arterial roads. McCann Erickson, Bangalore, while featuring a Live Search bar with Hari says that the customisation Live Search also offers a video the media duties were handled by search keywords. These keywords was done to tickle the curiosity of search experience. “Say, you search Lodestar Universal. Other media were customised to a specific loca- consumers in a way in which they for Hrithik Roshan in the video exploited for this campaign includes tion. For example, a bus shelter in found the creative intriguing and search, you will get a bunch of rele- extensive online marketing on Bandra read ‘Tattoo parlour, relevant. “Seeing a Live Search bar vant videos as results. What appeals www.live.com and advertising on Bandra’, while another in Kandivali on a bus shelter with the search key- to consumers is that when they run cyber café monitors in five cities. read ‘Power yoga classes, Kandivali’. words PG accommodation, Vile their mouse over any of the results, [email protected]

3 6The Brand Reporter, August 1-15, 2008

NEWSPEOPLE ’s ho Tha W t hirty two-year old Ramkrishna brother’s friends had done a course from Gopi Yadav, creative director at the Indian Institute of Mass TLowe Mumbai, does not believe Communication in Delhi and he recom- in limiting himself. He wears other mended it. I went and applied for hats as well - giving voiceovers (VO) in advertising, because it sounded cool,” he ads, acting in an ad, writing plays and says. even writing a screenplay with a dream “For the first time I got to know that of making a film out of it someday. advertising was so organised,” he says. As At Lowe, Yadav has written for cam- part of his course, he also worked on a paigns like Pepsodent Cheatercock, Axe, project for an apple juice brand of the gov- Kissan and Wheel, among others. He ernment of Himachal Pradesh. He created began giving VO for TVCs and radio a campaign with the tagline ‘Daba ke piyo’. spots while at O&M. He “After college, we has lipped for ads like thought O&M would be Doublemint “At IIMC I got a great place to intern Aquasplash, Idea, Axe and work in. So 20 of us Clicker, Havell’s ‘Shock to know that went to meet Saumya laga?’, and Kissan Sen who was creative Chatakdar. Yadav also advertising was director at O&M Delhi. featured in the VIP He liked the campaign Innerwear ‘Adjust’ ad as so organised.” I’d created for the apple a middle class man try- juice,” he says. ing to fit inside an already-packed bus Yadav joined O&M Delhi in 2001 as an seat. intern. His work on a radio spot for Limca Yadav, who hails from Begusarai in helped him bag a position as a trainee at a Bihar, finished school and moved to monthly salary of Rs 4,000. Later, looking Delhi. He graduated in Arts from Hans to move to Mumbai, he met R Versatile Raj College. How did advertising happen? Balakrishnan ‘Balki’ at Lowe, who hired “If you are from Bihar, your parents want him immediately. you to become an engineer, doctor or fail- Yadav loves watching movies. “I buy 20 From writing story-boards, to giving ing that, get into civil services.” DVDs at a time,” he says. His other love is voiceovers and acting, he’s done it all. At this time, one of his friends moved football, be it Spanish or English Premier to Mumbai as a film writer. Yadav too Leagues. He is a die-hard Barcelona sup- By Surina Sayal wanted to follow. Writing was one thing porter and a Ronaldinho fan.

FOTOCORP that he always wanted to do. “One of my [email protected]

>>MOVEMENTS/APPOINTMENTS<< A compilation of some major account and people movements in the last fortnight > Kishore Karumbaiah has joined MEDIA Rediffusion DY&R Chennai as cre- > After nine years at Business Today, editor Sanjoy ative head. He will handle all the Narayan has called it a day. It is learnt that Narayan plans brands with the Chennai branch, which to move to Hindustan Times (HT) as editor-in-chief. In includes Airtel, MRF, Arihant, ITC, addition to being editor of Business Today, Narayan was Singapore Tourism Board and Lotte also the chief operating officer of India Today Group Digital. India. Karumbaiah was earlier with He has been with the India Today Group since January O&M Bengaluru, where he was part of 1999. Prior to the India Today Group, he worked with The the team which handled the Lenovo worldwide business. Economic Times. Narayan is an alumnus of Presidency Karumbaiah has around eight years of experience, which makes College, Kolkata. ADVERTISING/PEOPLE him one of the youngest creative heads in the industry. He has worked at agencies such as Lowe India and JWT. > STAR India has appointed > Kaustav Das has joined Publicis Ambience as executive Jyotsna Viriyala as vice-presi- vice-president, South. He will focus on setting up the agency’s MARKETING dent, programming. Viriyala will look Bengaluru office. Prior to this, Das was new business director, > Power solutions provider, Wartsila after the STAR World and STAR Movies Leo Burnett India, till April 2008. Das began his stint at Leo India has appointed Rakesh Sarin as channels in India, spearheading con- Burnett as managing director of the network’s second agency, its managing director in the country. tent strategies, scheduling and Orchard Advertising, in October 2007. Sarin, who is taking over the post from acquisition for both channels. She will Banmali Agrawala, also heads the global be based in Mumbai and report to > Saurabh Dasgupta has been appointed Jennifer Batty, VP, programming, STAR World, and Brian as the new executive creative director of marketing and sales process development of the company. Sarin has over 20 years Lau, VP, programming, STAR Movies. Viriyala was earlier Innocean Worldwide, Hyundai’s in-house with Media Content and Communication Services (MCCS), creative agency. Dasgupta has been creative of experience in the down stream petrole- um industry prior to joining Wartsila. which has channels such as STAR News, STAR Majha and director with Innocean Delhi since it was set STAR Ananda. There, she served as assistant vice-president, up in December 2005. Dasgupta started his > Corel Corporation, a leader in graphics overseeing research, business strategies, operations and career as a copywriter at Leo Burnett Delhi. and digital software, has appointed on-air promotions. MCCS is a joint venture between STAR He then joined Mudra Delhi as creative group Giridharan Govindswamy as India India and Anandabazar Patrika. head and was later promoted as creative director. country manager. In his new role, Giri will lead the company’s day-to-day India opera- > Rahul Shaw has joined INX News as senior vice- > Ajay Ahluwalia aka AJ, has found a new home at president, advertising sales. He will be in charge of Rediffusion DY&R. He will be head of Consumer Touch Point tions; increase overall country business revenue, increase visibility and branding, driving the revenue function for NewsX, the English news Initiatives involving below-the-line, retail design, shopper mar- channel, and also for INX’s upcoming channels. He was ear- keting and activation solutions for clients. channel development, working parallel with Business Software Alliance (BSA) initiatives. lier in the same post at NDTV Imagine. Shaw has around 13 Earlier, Ahluwalia was senior creative direc- years of experience and started his career with Bennett, tor, Vyas Gianetti Creative (VGC). He has > Rod Wallace has been appointed as the new managing Coleman & Co, where he specialised in concept selling in the worked with agencies such as Publicis India, director for Porsche Cars India. He will be responsible for print media sector. He then moved to Turner International, RK Swamy/ BBDO, Contract Advertising, company’s Indian operations and initiatives in the Indian car where he handled HBO, Cartoon Network and CNN. Later, Triton Communications, Mudra market. He holds 30 years of experience in the automobile he joined SET India, where he managed revenue for the Communications and McCann Erickson in his industry and has worked in the premium car segment for sever- English channels, AXN and Animax. 13-year career in advertising. al years. He began his career with Porsche 12 years ago.

3 8The Brand Reporter, August 1-15, 2008

NEWSTVC HORLICKS Asking for Change In this new TV commercial, Horlicks exhorts children to lead change. By Dhaleta Surender Kumar

he health drink from GSK Is Horlicks taking the kids on a rebellious path? a positive way. Horlicks is not an aide or just an (GlaxoSmithKline), Horlicks, has been tra- Prashant Pandey, general manager, marketing, onlooker or nutrition inspector of childhood. It is Tditionally targeted at elders and positioned GSK, disagrees. “The kids today are a lot different the kid’s playmate that believes in their philosophy as a ‘great family nourisher’. However, about five from their counterparts five years ago. They have and stands as an accomplice to their intention.” years ago, the communication was changed to their choice and have taken the purchase-decision The brief to the agency according to Pandey ‘pleasurable family nourisher’ with the introduc- making power in their own hands. They are confi- was: “The TG is a savvy audience, with a short tion of different flavours such as chocolate, vanilla dent of what they are doing and want to do,” he span of attention. So step into their issues, get into and elaichi. The campaign involved children going says. their skin and raise their concerns.” around town cheering Apang Opanga Japang – just Keeping this thought in mind, Darsheel was The TVC will be supported by print, radio and a chant, which actually didn’t taken as the main lead for the on-ground activities, and extended to Horlicks’ mean anything. But at the same TVC. Swati Bhattacharya, sen- school programme Whiz Kids Contest. On the time, the mothers were the one Is the brand ior creative director, JWT India digital platform, a site has been created activityin- who decided the drink for them. taking (the agency handling the dia.com/horlicks, where kids can share what they The competitor, Complan, account), says, “Darsheel repre- want to change. The winners with the best ideas promised to make the kids taller children on sents the attitude the kids have would get a chance to compete in the Whiz Kids and friends too coaxed shorter today. He dared to question the contest. kids to ask their mother to give the path to Filmfare Awards asking why he Horlicks has also come up with a packaging them Complan. However, shouldn’t be nominated for the innovation, where the Horlicks bottle would be Horlicks has gone a step ahead rebellion? Best Actor in the Main Lead placed inside a specially designed can to attract promising not only taller kids Award instead of being nomi- attention at the retail stores. but stronger body and a sharper mind. Horlicks nated in the Children’s Category. “Children, today, Horlicks hasn’t neglected the elders altogether. wants the children to decide their choice of drink. want to create opportunities and have more auton- It has a variant – Horlicks Lite, especially for health The new campaign for Horlicks gives the kids a omy,” says Pandey. conscious and diabetic patients, which promises a motto – Badlo Apne Bachpan ka Size. He adds, “There is nothing rebellious about the sugar-free drink. Besides Horlicks, GSK also owns The new TVC has Darsheel Safari, the protag- ad. Even Nike’s Just do it has a positive aspect to it. Boost, Maltova and Viva in the health drink cate- onist star of acclaimed movie Taare Zameen Par in Horlicks, as a brand is conscious about its image, gory. The other brands in competition are the main lead with some other children, who are and doesn’t want to be rebellious. It is a portrayal Bournvita (Cadbury), Complan (Heinz) and Milo on a mission to change things they don’t like and of the confidence level of the kids today and (Nestle). question the age-old norms around them. Horlicks can help them achieve what they want in [email protected]

MARUTI Breaking Ground

hen it’s a cricket property past the fielders on the ground, leav- on TV, brands are bound ing behind the brand name and Wto have a piece of it. Title tagline (‘Men are Back’). sponsorships, ground sponsorships, The Asia Cup aired on STAR ad spots, merchandising and the odd Cricket. Oddly enough, this innova- innovation or two, brands have tried tion didn’t have too much of a brief them all with one single goal – to preceding it. VS Mani, senior vice- tear the cricket fan’s eyes away from president and general manager, the game to their screaming mes- Lintas Media Group, says, “Yes, sage, even if for a brief second. LMG developed and suggested the ways and means to integrate brand tally for the LMG team to decide Brands are increasingly trying to idea to the client. We had mutually message with content,” continues exactly where the ground should integrate their agenda within the decided to have a presence in cricket Mani. “We had to ensure that it was break. The Lahore matches were left content being consumed. In one and, thereafter, we thought this kind intrusive, but fit in seamlessly so as out because that would have such attempt, Lintas Media Group of an activity would create better not to put off the viewer.” Thus required the creation of a separate recently broke new ground (quite recall than a commercial.” In fact, emerged the ‘virtual meets real’ con- digital ground. literally) for the Maruti SX4 during the SX4 commercial didn't go on air cept on the field. The whole exercise (conceptuali- the Asia Cup 2008 cricket series. on the Asia Cup at all. Sanjeev There were 13 matches in all sation and execution) took two The innovation ran as follows: In Handa, deputy general manager, (three held in Lahore and 10 in months. “We worked closely with a live match (when the shot of a top marketing, Maruti Udyog, explains, Karachi). The innovation was car- the ESPN STAR team to ensure the view of the ground and the players “It didn’t need to. We only wanted ried out during the 10 Karachi execution came out as desired,” says was airing), one suddenly saw the this innovation to stand out.” matches; the visual appeared six R Venkatasubramanian, vice-presi- ground open up and an SX4 appear “With such high ad avoidance, it times per match. First, a virtual dent, Lintas Media Group. from beneath. Next, the car zipped is important to constantly look at ground had to be constructed digi- [email protected]

4 0The Brand Reporter, August 1-15, 2008

NEWSTRENDS STRAWBERRY FROG Waiting to Enter As India beckons, global advertising agencies are making a beeline for the country. Meet the latest interested party. By Savia Jane Pinto

ndia seems to be on everyone’s radar these days. it is changing in India too - especially for StrawberryFrog, the independent full service Generation Y.” Iagency that is best known for its global work on Goodson wants to tap the talent in India for the Heineken, plans to start operations in Mumbai in agency’s global clients. He is looking at engaging Goodson wants to tap talent in India 2009. That isn’t too far away. Indian talent for StrawberryFrog in the US and This isn’t StrawberryFrog’s maiden venture on other markets. He says, “We want to work together shop in India now is because it is focusing on help- Indian terrain. The agency will be responsible for ing Indian companies launch their brands and build the launch of the Mahindra & Mahindra vehicles - their market in the US, Europe and South America including the Scorpio - in the US market, which Strawberry Frog will and also bringing European and Brazilian brands will happen in 2009. It has also done some work for into the Indian and Asian markets. the NGO, Nanhi Kali. differentiate itself with Speaking about competition in the form of BBH StrawberryFrog is now known to be in talks with and Naked Communications, which will also be marketing professionals from top Indian agencies. It its Cultural Movements coming to India soon, Goodson says, “We don’t is looking at various structures in order to start really compete with them. India is a big market. operations in the country, including individuals process, where the There is room for all sorts of brands. It will depend who will build the business from scratch and part- on what the clients are looking for.” nerships. agency will use He says that unlike BBH and Naked, which are In an email interview with The Brand owned by holding companies that are far away, Reporter, founder and chief executive officer Scott social change to StrawberryFrog is independent and StrawberryFrog Goodson revealed the recent happenings at Mumbai will be part owned by its Indian partners. StrawberryFrog. develop an idea. So, the decisions for StrawberryFrog will be taken Why is StrawberryFrog looking at India sudden- in Mumbai, where people on the ground have a ly? Goodson says, “We just don’t think that the on fantastic briefs for the US, Europe and India. much better sense of what’s going on. systems of traditional holding company agencies are StrawberryFrog Mumbai will mean connecting The team hasn’t been put in place as yet. “It will the systems for the future. They are outdated and with a totally new amazing group of driven be an entirely Indian team, which will be educated were developed for a very different era. That era has thinkers, who think big and fresh.” and trained in the processes and systems of changed dramatically in most parts of the world and Another reason that StrawberryFrog is setting up StrawberryFrog,” says Goodson. He says he is looking for someone who wants to be free from shackles to think really big. called The Ladder, was truly surprised. Bose StrawberryFrog will differentiate itself from OOH says, he planned to take her to dinner on her other agencies with its Cultural Movements birthday on July 23, passing this route. “When process. Cultural Movement is a strategy designed she spotted it, she was completely overwhelmed for clients, where, instead of developing a brand It’s Personal! and almost fell out of the car,” he laughs. idea, then communication, then taking it outside to Most people in the industry know about the consumer, you first identify or look outside for ne look at this hoarding on Tulsi Pipe Bose’s long stint in the outdoor industry. He was a big social change and use that to develop an idea. Road in Mumbai, and we investigated instrumental in setting up Ogilvy Landscapes With a Cultural Movement set in place, “you can do Othinking it was a teaser campaign. It, and moved on to become the president of Ogilvy anything in this age of Facebook, YouTube, Twitter however, turned out to be our own Pratap Bose’s Activation and MD, Kinetic (South Asia). and Orkut,” says Goodson. (COO, Mudra) message for his wife Seema. So can anyone put up a message like this on a Another aspect that will set StrawberryFrog apart Bose smiles when asked about it and says, “I hoarding? “Yes anyone can do this. In fact, it was from the other agencies, according to Goodson, is thought the idea was a big surprise for her and a big phenomenon when I was in Bengaluru the system of the legacy agencies. would bowl her over. Manav who works in the about 10-12 years ago. Just for fun we put up a Says he, “The talent inside the traditional corpo- creative team at Mudra came up with the copy.” few messages and then we actually thought of rate network dinosaurs is very good, but the systems Seema who is the CEO of a recruitment firm making it a revenue model, where people who of the legacy agencies hold them back. wanted to wish their loved StrawberryFrog will give strategic and creative ones could make use of a thinkers the freedom to do business building hoarding like a classified ad. work.” They could brief us and we The age old structure of the legacy agencies is would make a layout and devised to weed out people who think too freely. put it up for them. It would StrawberryFrog intends to tackle its competition by cost about Rs 20,000- out-thinking them versus outspending them. 25,000. This was obviously StrawberryFrog has a presence in New York. targeted at a premium audi- Recently, it also entered the Brazilian market with ence. We even had 10-15 an office in Sao Paolo. “The market in Brazil is not messages put up for a few very different from that in India,” says Goodson. months, but then it just The important accounts that StrawberryFrog has died out. So I just thought I worked on are PepsiCo, Procter & Gamble, Morgan should restart this trend in Stanley, Wal-Mart and Microsoft. The agency hopes Mumbai,” he explains. to bag a few big names - and make a name for itself [email protected] - in India too. Cards on the street: the beginning of a trend? [email protected]

4 2The Brand Reporter, August 1-15, 2008

INTERNATIONALNEWS

>> OUTDOOR >> MUSIC VIDEOS McDonald’s: Freshness Box Salad Nerds Rock ideo games, once considered the makers. peep through the glass shows the Vdomain of nerds only, are help- Rock gods, Aerosmith, got their Afreshness of the product inside. ing the struggling music industry. own version of the game – ‘Guitar McDonald’s wanted to highlight this. Games like ‘Guitar Hero’ and Hero: Aerosmith’. The numbers ‘Rockband’ have become immensely show the geeks can help the gods. popular and are hence turning out to Aerosmith sold 2,041 digital copies of be a significant force in music mar- its 1974 song ‘Same Old Song and keting. Dance’ which was on the then-new Three years ago, the creators of Guitar Hero III game. Interestingly, ‘Guitar Hero’ had a lot of trouble it saw a 446 per cent increase over licensing music and, in fact, had no sales the week before, according to original recordings on that game. SoundScan data provided by Now the tides have turned. Bands, Activision. Activision, Inc. is a leading games have to offer to the bands. especially the metal and rock groups, international publisher of interactive They also help renew popularity of have found games like these to be cru- entertainment software products and the musicians among original fans cial to their marketing strategy and are the franchisee of Guitar Hero III. and make themselves heard to new, flocking by the dozen to the game Increased sales are not all these younger audiences.

>> BURGER KING >> NIKE Agency: Heye Group, Unterhaching, Germany Creative Director: Ralph Taubenberger Long Run Art Director: Henning Janzen, Frank Widmann ith Nike’s ‘Just Do It’ slogan Wturning 20 this year, the >> PRINT brand is making a statement like no other. On August 31, Nike will Audi: Golf unleash the world’s largest run- + lay of shadow and light using four ning event, the Nike Human Race. Pgolf balls to draw out the Audi logo. The 10-km long race will be hosted in 25 cities to showcase some very famous landmarks and unique race courses in the world. For those outside these cities, the race is still open. By signing up It Comes at a Price on nikeplus.com, every city and Advertising Agency: DDB Milan, Italy tiny branch in West London of extravagances. A free limited-edition Creative Director / Afast food chain, Burger King, has bottle of Coca-Cola, declared by the Copywriter: Vicky Gitto on offer a burger with a princely sum attendant on duty to be worth $300, Art Director: Hugo Gallardo of $190. The world’s most expensive was presented on arrival. burger is being marketed as a limited The burger was made from Wagyu >> OUTDOOR edition, ‘Thursday only’ feast exclu- beef, topped with white truffles and sively at the Gloucester Road branch. Pata Negra ham (which owes its HSBC: Wimbledon Being in close proximity to Harrods, nutty flavour to the fact that the pigs y projecting a black and white nega- the choice seems a sensible one. are fed on acorns), nestled in a bun Btive image onto a patch of grass as it The $190 treat is Burger King’s idea spread with organic-white-wine-and- grows natural photosensitive properties to change perceptions among the pub- shallot-infused mayonnaise, plus every road can become part of the of the grass were used to reproduce lic and to show that it takes its meat pink Himalayan rock salt, and dusted racecourse. The registered runners photographs – thus using grass as a liv- quality seriously. All proceeds from the on top with Iranian saffron. It was need to simply use Nike+ iPod or ing photographic medium. sale of these kingly priced treats will go served with Cristal champagne onion Nike+ SportBand to track their miles to a local children’s charity. straws (inspired by the “angry lob- on race day and then download Cow PR, Burger Kings PR shop ster” dish at David Burke & their miles on nikeplus.com to have did a fine job in attracting publicity Donatella Manhattan restaurant) and their results officially counted as and curiosity. The $190 burger cus- a garnish of lamb’s lettuce. part of the race. tomers were treated with much fan- Burger King is to follow up the The main goal of the event is to fare once inside the restaurant. world’s most expensive burger with celebrate runners and their love Ushered through a red velvet rope, other initiatives as well. Challenging for the sport while uniting athletes Agency: JWT London, UK they were brought to a more upscale KFC and Pizza Hut in the ‘sharing’ world-wide through the world’s Creative Director: Axel dining experience than the regular category, it will bring in the Angus 6- largest running event. It seems a Chaldecott diners. Crisp table linen and free- Pack. This consists of six fitting way for Nike to connect with Copywriter: Laurence Quinn flowing 2003 Tapanappa Cabernet mini-burgers set inside six rolls that its consumers and have the con- Art Directors: : Mark Norcutt Shiraz from the Whalebone Vineyard are joined up so that consumers can sumers connect with each other. in South Australia completed the tear off their own portions.

4 4The Brand Reporter, August 1-15, 2008

INTERNATIONALNEWS >> MY SPACE >> AIRLINES A Little Help eeling under the impact of escalating fuel Rprices, airlines are looking at alternative ways to earn revenue. Six major US air carriers have decided to cover their boarding passes with ads. American, Continental, Delta, Northwest, United and US Airways have announced that they will begin filling the white space on travellers boarding passes print out with targeted coupons, ads, dining recommendations and weather information. Delta was the first to launch this effort in Las Vegas and intends to expand this to 300 cities nationwide in the coming months. Though consumers will have the option of printing their boarding passes without the ads, while participating travellers will have the option of saving their preferences for future trips. Marketers taking part include Bahama Breeze, NBC Universal, Crocs, Cirque du Soleil, Omaha Steaks and Borders. A total of five ads can be placed on the boarding passes. Russian carrier, Aeroflot, intends to use the inner space of its aircraft for advertising. The move is an Growing effort by the airline to cope with the rising fuel prices and services at the airports. The air carrier has estimated that placing extra advertisements aboard Up! planes will bring a yield of 5-10 million roubles a year. Aeroflot plans to place the advertisements on ySpace has been a site associ- blankets, trays, plastic cups, and headrests. Mated with young adults and By slapping ads onto the few white spaces left, air- teens, a misconception the website lines run the risk of irritating an ad-overdosed group can now dispel. of people. Cartier, a brand better known for diamond necklaces and $10,000 watches, will advertise its latest >> AGENCIES >> ADVERTISING collection, Love by Cartier on the website. Eighty five per cent of MySpace’s audience in the United On Display States is over 18, and 40 per cent Happy Hours of all moms in that country are on ew York Public Library (NYPL) the website. d men have all the fun. The Nhas a new exhibit celebrating MySpace also claims to reach A1960s’ Madison Avenue the creators of the most successful out to more $100,000-plus earning trend seems to be revisiting ad ad campaigns of the last 80 years. individuals than other social-net- agencies with many of them The show is at the NYPL's work competitors, such as setting up their in-house bars. Science, Industry and Business Facebook and Yahoo 360. Cartier, it BBDO’s New York office has division on Madison Avenue. It fea- would seem, is there on the right had one for the past 30 years. page. Established in 1976, Central The deal which was done out of Filing, as the bar is called, is an MySpace’s office in France will institution. The bar serves only span multiple countries. Cartier’s the agency’s client’s products - MySpace profile has songs from 12 Pepsi, Red Stripe artists, including Lou Reed and Gallo wines and the offering a selection Marion Cotillard that commemo- likes. WPP’s JWT of Miller beer, water, rate the collection. recently dedicated a soda, popcorn and Users can listen to them on huge space in its occasional speciality MySpace or download them for New York office to a drinks. tures print ads, TVCs and recorded free at a Cartier mini-site. In the fancy looking bar. Agencies’ return interviews of the people behind first few days, the profile logged Open three nights a to booze culture is them. The library exhibit is co-spon- 1,00,000 views. week, it features a possibly an attempt sored by The One Club, a trade More and more brands are 50-foot long bar where employees to help attract talent, to boost association that bestows awards flocking to MySpace. Some of the can gulp down a full selection of spir- morale or simply to have fun. They for excellence in advertising. The attractions - the site has created its from client Diageo at a subsidised are generally non-profit, and are men and women whose work is on well-lighted areas around video, price. Publicis Groupe’s Digitas brings more like a perk to hard-working display are members of the club’s music, games and celebrities mak- pleasure a step closer with a beer employees. They also serve as a way Creative Hall of Fame. ing it more comfortable for the cart that travels the office. The Beer to promote alcohol brands on agency The exhibit pays tribute to copy- brands that use MySpace. Cart is open for business every Friday rosters. They certainly provide for a writers and creators of ads and Some call it the “portalisation” starting 4:00 PM. Digitas staffers good venue for informal meetings slogans that have etched them- approach. wheel the cart from desk to desk and for much needed breaks. selves in the minds of Americans.

Compiled by Shivani Mathur

4 6The Brand Reporter, August 1-15, 2008

NEWPRODUCTS Sponsored by Kingfisher Bohemia Kingfisher has launched its own i-mate wines in India - Bohemia. The One of the world’s leading experts in wine comes in three variants – design, development and customisation of white, red and rose. The three Microsoft Windows Mobile-powered mobile wines, the strawberry and violet devices, i-mate has launched Ultimate 9502 Pinotage Rosé, the pineapple-and- in India. It features HSDPA/HSUPA and wi-fi for high melon white wine Chenin Blanc speed data, an exceptional 2.8-inch VGA touch screen, Chardonnay and the sweet berry- 3.0 mega-pixel camera, QWERTY keyboard, GPS and a flavoured Pinotage are special remote lock and alarm function. It also fea- ‘anytime anywhere’ wines. tures the distinct ‘direct video out’ facility, allowing With a taste nurtured in the users to connect their device to a digital projector or Cape Floral Kingdom, South LCD screens. The phone is priced at Rs 39,660. Africa, one of the world’s oldest, most eco-friendly wine growing regions, Kingfisher ASUS Bohemia is enriched by ASUS has launched its latest R2E notebook in the unique climate typical India. The R2E Ultra Mobile PC (UMPC) offers of that area. The resulting all the advantages with a versatile platform flavour is a fruity bouquet based on the functionality of a conventional that goes well with any laptop and the user-friendliness of touch food or occasion. panel input on an intelligent digital writing Free of any of the fuss, pad. With the ASUS SunRead glare-proof rituals and rules associat- panel, users can use the R2E even when outdoors. ed with wine drinking, the The in-built GPS allows users to navigate and wines are intended to explore. The retractable mechanism stores the introduce Indians to the antenna away when not in use. The R2E notebook comes fun side of wine. bundled with a USB keyboard and will be distributed through Rashi Peripherals and Net Place Technologies. It is priced at Rs 64,900.

Tommy Hilfiger DKNY The brand has introduced an eclec- The lifestyle company has launched its Spring Summer 2008 Watch Collection tic collection of handbags and intended to reflect the creative urban spirit of Indian metros. The collection wallets. Predominant in the shades exudes sophistication with a modern attitude and artistic flare. of pure white, warm brown and Play of colours, exquisite designs and crystals stand out. The watches dramatic red, the collection boasts embrace shades of grey, black, and brown with a mix of vibrant variations of minimalist looks in Hobo & including rich champagne, gold, white, and orange. Aluminum, ceramic, and Satchel styles which complement steel finishing play off a city’s urban architectural edge. Jewellery inspired one’s outfit with designer appeal. chain linked bracelets, white mother of pearls, shimmer patent leathers, off- The collection also has floral prints set dial mesh pieces, and men’s automatics with silver chronograph on and nautical stripes. It comprises sport bracelet, complete the collection. of multi-functional duffel bags in The watches are priced between Rs 6,295 and Rs 15,290 and are available at varied colours. Versatile enough select Lifestyle stores, Time Factory and premium watch retail stores across for dressy or casual wear, these India. unique accessories from Tommy Hilfiger combine form and function in a shapely silhouette. Nike The handbags and wallets are Air Rejuven8 is the latest offering from the Nike stable. The key innovation of the Air priced between Rs 995 and Rs Rejuven8 is its injection-molded exterior cage. The spacing, orientation and 5,000 and are available at Tommy thickness of each strut adds support and flex only where they are need- Hilfiger flagship stores and leading ed. The stretch-to-flex characteristic of the diamond geometry multi-brand outlets across the gives the structure its minimal, yet highly functional, quality. country. Not only does each strut expand and contract with the foot’s anatomy, but together they allow for airflow, breath- ability and the movement of moisture away from the skin, which is crucial in comfort footwear. A knit, sandwich-mesh inner bootie and an 8-mm sock liner give athletes additional stabili- ty and in-sole cushioning.

4 8The Brand Reporter, August 1-15, 2008

NEWSTRENDS CNBC-TV18 No Potholes StoryRoad, the advertising and marketing show, creates a flutter in Mumbai too. By Khushboo Tanna

he venue, Blue Frog - one of She asked him how he found time to throw some light on the iconic status most of them for worse. Mumbai’s best nightclubs - manage his interests. Balki laughed of cinema. Pandey replied in a nostal- While speaking to Ranjan Kapur, Tsaw a healthy mix of advertis- and said that there is nothing much to gic tone that cinema is cinema and no country manager, WPP group, she ing and media professionals. do in advertising, people just pretend one can get away from it. TV and cin- wanted to know whether there was Vir Das, a stand up comedian, to be busy. But according to him ema do not obstruct each other, and anything new in the optimism of started the event by setting a light advertisements were getting better. new things will continue to happen. international businessmen on India. cheerful tone for the evening. Soon Next was Meenakshi Madhvani, KV Sridhar, national creative head, Kapur replied, “India is the most after, Anuradha Sengupta, the host of CEO, Spatial Access Solutions, who Leo Burnett, aka Pops, was asked to under advertised market and it is the show, moved on to the floor and gave a bit of advice to all aspiring peo- give advice to politicians on image going to reach its full potential in the caught prominent ad men and media ple, saying, “You have to believe in building. With an obvious reference next three to five years.” personalities off guard with her ques- yourself and hold your head high and to the recent happenings in the Paritosh Joshi, president, advertis- tions. She started by asking Bobby then charge the price you want, and Parliament, he said that they’d already ing sales and distribution, STAR India Pawar, chief creative officer, Mudra clients will come running to you.” built an image for themselves. was asked his opinion on the launch Group, about the one thing he missed Bhaskar Das, president, Times Sengupta asked Sam Balsara, chair- of ‘Colors’. Joshi said that it had an during his long hiatus from India - to Group, was asked how he felt about man and managing director, Madison interesting line-up of programmes which he replied “street food”. other brands investing in corporate World how he could buy over an but STAR wasn’t worried. Towards Sengupta then moved on to R social responsibility campaigns. Das international agency. Balsara joked the end, Rajeev Raja, executive cre- Balakrishnan (Balki), chairman and replied, “It doesn’t matter because, at that it was very easy to cut the deal. ative director, Bates 141 along with national creative director, Lowe India the end, there will only be one Lead On a serious note, he said that he did the club owners Dhruv and Ashu and complimented him on his move India.” The conversation then moved not agree with Balki’s view. He entertained the audience with their from advertising to movies and subse- on to cinema and Sengupta asked claimed that a lot of things in the busi- compilation of songs. quently to producing an award show. Prasoon Pandey of Corcoise Films to ness have changed, some for good but [email protected] Some of our esteemed clients at Jobswitch @

PUBLICATIONS Leo Burnett Eye Candy Visuals TIC Book My Show Amar Ujala Lowe Lintas GMT Wizcraft Buchanan Group D B Corp MAA Bozell Ideazfirst CRY Delhi Press McCann Erickson Pinstorm MEDIA BUYING Comart DNA Mediaturf Quasar Lodestar Efficient Frontier FHM India Mudra Tribal DDB OMS Electronicbazar.com Jagran Prakashan Communications Triton EUROKIDS Mid Day Ogilvy & Mather MARKET RESEARCH UshaKaal Genesis Colors Ogaan Publications Ray + Keshavan AC Nielsen Glocaledge Rajasthan Patrika R K Swamy BBDO Eggfirst (Greysell) FLIM PRODUCTIONS ICICI Lombard Verve Rediffusion-DYR Hansa Research Equus IMC Terminus Saatchi & Saatchi Market Men Ignite Indiagames AD AGENCIES TBWA Quantum Pansworld Komli Media Able & Will Varkey + Partners Planman makemytrip.com Adwit RADIO Tandav Maxposure Media AMO Communications PR AGENCIES Big 92.7 Wannabe MCX B C Webwise Blue Lotus Red FM Nautanki.tv Bates 141 Credence PR DIRECT MARKETING Position2 Cheil Communications Foundations PR EVENT MANAGEMENT DIREM Save the Children Contract Advertising Genesis Burson Aazure Events Direxions The Muthoot Group Crayons Advertising Marsteller BEN Rapp Collins UNICEF daCunha Hanmer PR Cineyug Select Direct Vikram Bawa DRAFTFCB + ULKA Lewis PR DNA Events Wunderman Photography Elephant Design LinOpinion ESP Yonearth Hungama.com Euro RSCG Madison PR Jagran Solutions Wagh Bakri Tea Group Grey Worldwide Perfect Relations Kidstuff OTHERS LIKE Webaroo JWT Midas Aditya Birla Retail Xerago Law & Kenneth ALLIED SERVICES R2S Anderson Printing Yo! Music Lawrence & Mayo 141 Sercon Solutions Integrated BJN Hotels Yuva Media Group

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Organization Name: Moddus line. The applicant should have 10 - of the projects, organizing elements 6 years of experience while having Communications Pvt. Ltd. 15 years of experience while being involved in the projects, Sourcing good interpersonal skills and a high Positions: Creative Directors (copy) able to motivate the team by and managing vendors & suppliers energy level Location: New Delhi providing strategic inputs to the on regular basis and to Execute Email: [email protected] Profile: The candidate should know accounts. project cost effectively and within ...... how to push the limits of your own Email: [email protected] the time frame. The applicant Organization Name: Mediaturf imagination and interpret briefs ...... should have 4 - 7 years of relevant Positions: Senior Client Servicing correctly and crack Cracker ideas. Organization Name: Jagran experience in Operations and Manager The applicant must be self - Solutions Production in Events and Location: Mumbai starters—highly motivated Positions: Business Head (South) & promotions with a minimum of 3 Profile: The incumbent would be individuals who want to leave his Associate Business Head (West) years in leading a team. required to understand client footprint to on rocks. The Location: Bangalore & Mumbai Email:[email protected] requirements and translate them incumbent would be required to Profile: Business Head (South) - ...... into accurate briefs for the Creative have 7 - 8 years of experience in The applicant should have 7 - 10 Organization Name: Stark team while being able to reputed advertising agencies. years of relevant experience in Communication Private Limited conceptualise the right marketing Email: [email protected] Business development / Operations Positions: Account Director, strategies and effectively present ...... in Events and promotions With a Creative Group Head & Account them to clients. The applicant must Organization Name: Xebec minimum of 3 years in leading a Group Manager (AGM) be a Graduate with minimum 6 Communications Pvt. Ltd. team / SBU. The candidate would Location: Bangalore years of relevant experience in Positions: Manager - Business be required to able to gain access to Profile: Account Director: The Client Servicing or Media, Development Clients’ hearts and minds, develop successful candidate would be preferably from an Online Ad Location: Bangalore ongoing relationships with Enabling responsible to lead an Account Agency. The person should know Profile: The applicant should have them to Embrace the employer as Group and be involved in New how to manage campaigns prior experience in business partners in their product marketing. Business. He/She should be a sound efficiently and optimise them to development while being able to Associate Business Head (West) - thinker, with good presentation maximise returns for our clients. develop brand strategy, make The successful candidate should be skills and the ability to inspire a Email: presentations to the clients and able to demonstrate how they have young team to produce outstanding [email protected] deliver the right business strategy to translated research, experience and work on a sustained basis. The ...... him. The person should be able to consumer insights into motivating applicant should have 6 – 7 years of Organization Name: ICG understand the clients’ exact and inspiring creative ideas resulting experience while holding an MBA (Integrated Communications business and marketing plans. The in a distinctive and stimulating 360° Degree. Group) applicant must have 4 - 6 years brand communication, that has Creative Group Head: The Positions: Associate Account experience with a medium/large been a catalyst for implement able candidate should hold a masters Director agency with an MBA/PGDBM Activation plans. The applicant degree in Mass Communication Location: New Delhi & Bangalore Degree should have 7 - 8 years of relevant from an institute of repute with 5 – Profile: The applicant must have in- Email: [email protected] experience in Business development 6 years of experience while depth understanding of BTL ...... / Operations in Events and demonstrating exceptional writing communication, Experience in Organization Name: Gauge promotions with a minimum of 4 and leadership capabilities. The prospecting new business leads and Advertising and Marketing years in leading a team / SBU. applicant should have some hands-on involvement in project Positions: Senior Account Manager Email: [email protected] interesting work to show, while management and Strong Location: New Delhi ...... having the ability to lead a creative management and supervisory skills Profile: The individual should be Organization Name: Six Inches group from the front. in leading a team of dedicated confident and has to become the Communication Pvt. Ltd. Account Group Manager (AGM): project managers. The applicant crucial link between agency and Positions: Account Manager The job responsibilities would range must have minimum 8 - 10 years clients. The individual should have Location: Mumbai from Day-to-day servicing of one or experience in client servicing and the ability to bring in new business Profile: The incumbent would be more businesses to pushing for marcom project management. for the agency and maintain existing responsible to drive a clients quick completion of work and at the Email: relationship by fostering new ideas. business by strategic planning and same time obtaining extra-ordinary [email protected] The individual should have atleast 5 execution. The individual would results from team-mates. The ...... - 6 years of experience in the top partner with the client and derive applicant must have 3 – 4 years of Organization Name: Explocity advertising agency with Excellent year around starts for building the experience while holding an MBA Private Limited. communication and Presentation. brand and achieving business goals Degree from a reputed institute. Positions: Senior Manager - Sales & Email: while meeting revenues. The Email: [email protected] Marketing [email protected] candidate should have 3 – 5 years of ...... Location: Hyderabad ...... experience while being sharp, Organization Name: K-Factor Profile: The candidate should have Organization Name: Pentagon focused, result oriented with Positions: Account Director the ability to generate revenues for Communications Pvt. Ltd. exceptional communication skills. Location: Delhi the company through advertisement Positions: Account Director (Client Email: [email protected] Profile: The successful candidate sales and should have the ability to Servicing) ...... would be required to Cordially and work with a team to meet this Location: Bangalore Organization Name: R2S Group Efficiently Cater to the clients and objective. The applicant would be Profile: The incumbent should be Positions: Manager Operations to provide the creative team with required to have knowledge of able to handle key accounts Location: New Delhi Accurate Inputs and Feedback advertising sales and should have independently, achieving customer Profile: The incumbent would be thereby facilitate good creative generated business through them as satisfaction, top line and bottom required to check Quality execution work. The applicant should have 4 - the individual would be required to

5 2 The Brand Reporter, August 1-15, 2008

JOBSWITCH

have 5 - 8 years of experience in Advertising Services Location: Delhi Communications Private Limited) advertisement sales with print Positions: Creative Director (Art), Profile: The candidate must have 2 Positions: Manager (Client media. Client Servicing Director years experience in Account Servicing) Email: [email protected] Location: Delhi, Bangalore & Management / Servicing / Research Location: Delhi/Mumbai ...... Chennai with either an MBA degree or Profile: The candidate should hold Organization Name: Tribal DDB Profile: Creative Director (Art): The graduation from a reputed institute. either an MBA from a Reputed India (A division of Mudra Online person applying for the position Sound Understanding of Consumer Management Institute or Post Technologies Private Limited) should be an acclaimed creative Insights, Brand Management and Graduation in Advertising with 3-5 Positions: Senior Copywriter & thinker with an exceptional vision, excellent communication skills is a years experience in Advertising / Online Media Planner who can inspire the creative team necessity. Interactive. Also, the applicant Location: Mumbai, Chennai & and raise the creative output of the Email: [email protected] should have a Sound Knowledge of Delhi agency with every assignment. The ...... Marketing Communications, Ability Profile: Senior Copywriter: The candidate should be a master of the Organization Name: Noshe to Ideate Excellent Interpersonal incumbent would be required to art of design and proficient in the Oceanic Advertising Private Limited skills, Problem solving ability, write unique and optimized content science of design software while Positions: Sr. Account Director- Excellent Verbal and Written for the digital marketing agency having 10-12 years experience in the Client Servicing Communications Skills and Strong client websites (internal and field. Location: Delhi Client Servicing Etiquettes. external) across a range of subjects. Client Servicing Director: The Profile: Sr. Account Director- Client Email: [email protected] The individual should have 3 – 5 applicant would be responsible for Servicing: The candidate should be ...... years of work experience from a meeting the business objectives of very communicative with exquisite Organization Name: Moulis company of repute while being the Group’s advertising department. control over English. Tremendous Advertising Service Private Limited responsible for the proper The person should have an command over Microsoft Office Positions: Media Manager placement, context and meaning of analytical bent of mind and a keen and can sniff the requirements of Location: Bangalore every word as well as the overall appreciation of creativity to be able the client vis-à-vis pre-empt the Profile: The candidate should be a message within a creative to lead the team in creating unique competitor’s thought process. Also, graduate in any discipline with assignment. and strategically relevant Must have handled the pressures of excellent communication skills and Online Media Planner: The communication solutions while multiple clients for at least 4-5 minimum 5 years experience in a candidate with 3 – 6 years of having 10-12 years experience in years. Mid sized agency. The Profile experience and would be required similar field. Email: commands to have an excellent to make Media plan and explain it to Email: [email protected] [email protected] / rapport with Publications, client, Maintain relationships with ...... [email protected] Proficiency in Media Buying and various websites/ publishers. The Organization Name: afaqs! ...... Scheduling. applicant would have to handle Positions: Asst Manager - Business Organization Name: Promodome Email: Campaign optimization including Development Communications Private Limited [email protected] changing creative as per Location: Mumbai / Delhi Positions: Client Servicing Director ...... performance. Profile: The candidate would be & Art Director Organization Name: Advel Email: [email protected] required to handle existing client Location: Bangalore Advertising & Marketing ...... relationships as well as pitch to fresh Profile: Client Servicing Director: Positions: Art Director Organization Name: Adlabs Films clients. The successful candidate can The candidate should be able to Location: New Delhi Limited (FM Radio Initiative) expect fast growth, and even faster work in Account Planning, Profile: The candidate should hold a Positions: Marketing Manager learning in the exciting areas of Management and Client Servicing. BFA degree from a reputed art Location: Bangalore media marketing and online domain The person should have led teams school with 5 years of experience. Profile: The successful applicant with this position. The applicant successfully in the past and worked Should have the Ability to would be required to create systems should have 5 – 8 years of on decent brands for 4-5 years. independently handle and process / implement current experience in advertising or allied Art Director: As, Head of the Art Conceptualizing, Developing and systems and processes which ensure areas. Department, the company shall Executing Path-Breaking Designs / that the marketing teams function in Email: entrust the candidate with Campaigns. a manner aligned to the business [email protected] Complete Responsibility of Email: [email protected] goals of the company while ...... delivering Consistent Creatives. It ...... formulating Media strategies for Organization Name: Seagull (Sead would be necessary that the Organization Name: Pinxit Blue national campaigns and strategic Advertising Private Limited) candidate has worked for 4-5 years Advertising Private Limited direction for regional campaigns. Positions: Sr. Visualizer /Art as an Art Director, and led creative Positions: Copywriters The individual should have 5-7 Director teams for about two years. Location: Banglore years of experience which would be Location: Mumbai/Pune Email: [email protected] Profile: The candidate should have a help him/her to champion creative Profile: The candidate should have a ...... passion to Write Copy that meets excellence in the marketing team Degree in Commercial art from a Organization Name: Tempest the advertising objective through a combination of systems, Reputed Art School with 3-5 years Advertising Private Limited consistently. Also, should have a periodic training and reward of Relevant experience in a reputed Positions: Branch Manager minimum experience of a year and programs. agency in similar position. The job Location: Bangalore be able to balance clients Email: [email protected] would require the individual to Profile: The candidate must be a requirement & creativity...... Translate brief into Powerful, Graduate with Excellent Written and Email: [email protected] Organization Name: Vasant Clutter Breaking Visual Oral communication skills. The ...... Creative Catalysts Communication that is relevant. person would have the Organization Name: Thoughtrains Positions: Art Director Conceptualize and Implement Ideas responsibility of overall Design. Location: Mumbai into Effective Executions across management of the branch with Position: Senior 3D Rendering Profile: The applicant must have media. focus on Business Development, Designer minimum 4-5 years in a reputed Ad Email: Manpower Recruitment, Training & Location: Mumbai agency with Innovative and fresh [email protected] Retention and Client management. Profile: The candidate should know outlook with a good understanding ...... Email: 2D/3D Plan Rendering, Retail of branding. Organization Name: Mudra [email protected] Designing and Exhibition designing. Email: [email protected] Communications Private Limited ...... Email: [email protected] & ...... Positions: Executive Brand Organization Name: Primesite [email protected] Organization Name: Infinity Communications (Out of home unit of Mudra ......

5 4 The Brand Reporter, August 1-15, 2008

JOBSWITCH

Organization Name: Market Men Senior Account Executive ...... Location: Noida - Events & Sales Promotion. Location: Hyderabad & Chennai Organization Name: Point Blank Profile: Sr. Copywriter: The Positions: Business Development Profile: Branch Manager: He / She Advertising Private Limited candidate should have the creative Manager must be a through bred advertising Positions: Creative Director & Art spark along with a proven ability to Location: Mumbai/Delhi/Bangalore professional with excellent skill sets Director ideate effective brand Profile: The candidate should have to meet the demands of clients. The Location: Mumbai communication across clients and an advertising/promotional person would head the Branch Profile: Creative Director: The across media. The applicant must marketing/event management operations and is expected to be a ideal candidate must be able to have 7 - 8 years with a reputed background. ‘smart manager’. He/She must deliver big ideas to create company while having Good Email: efficiently interact with the creative memorable brand campaigns and communication skills, high creative [email protected] and servicing team to deliver the must think 360 degrees. He / she ability, fair understanding of both – ...... best advertising solutions. He / she would be responsible for taking the copy and art. Organization Name: BJN Hotels would keep an eye on accounting of agency to the highest standards of Account Director: The candidate Positions: Head – Corporate bills, collection follow ups and creativity. The candidate should be should have ability to understand Communications maintain a cordial relationship with entrepreneurial, dedicated. and plan brand building strategies Location: Mumbai the Media. He/ she should be able Additionally he/she should be a in the area of Activation and to Profile: The person would be to make the branch a profit centre lateral thinker and proficient in the ensure the final development are as responsible to handle the complete in 3 months time. English language. per the client briefing and as per public relations & corporate Senior Account Executive: The Art Director: He /she would the strategies finalized in house. communication for the entire ideal candidate must be able to take translate the creative vision into The incumbent should be a team group. The applicant must have an the initiative, plan innovative deliverables and interact closely player & aggressive and to be able MBA or Masters in strategies and give maximum with the art and copy team. The to handle critical situations. The Communication with 8 – 15 years mileage for the clients He/ she must candidate should take the onus for applicant should have 7 - 8 years of of relevant experience in events / be preferably have the experience of the creative output of the experience with a reputed company PR / media / advertising and servicing leading public sector agency. while having the tact to keep a exposure to hospitality Industry units. He/ she must stick to Email: [email protected] or close watch on the market would be added advantage. deadlines, ensure smooth [email protected] dynamics in respect to the Email: [email protected] functioning within the agency and ...... designated client and to collect all ...... maintain cordial relationship with Organization Name: Sepia possible information about Organization Name: Alaknanda clients. Advertising Private Limited competitive products. Advertising Pvt. Ltd Email: Positions: Sr. Copywriter & Email: [email protected] Positions: Branch Manager & [email protected] Account Director ......

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