January 1-15, 2020 Volume 8, Issue 13 `100

12 SAMEER SINGH TikTok’s Mission: Inspire Creativity 21 MOST-VIEWED ADS Best Creatives 22 MOVEMENTS/PEOPLE Who’s Where

INTERVIEW SUMIT WALIA, VP, PRODUCT AND MARKETING, OPPO INDIA 14 “I’M TASKED WITH GETTING LOCAL INSIGHTS” The marketing head of OPPO India on the brand’s ‘Make in India’ push, ‘premiumisation’ plan and more. Vidooly’s monthly video cu ₹ ₹ ency is now trusted by everyone! Subscribe to Vidooly’s Annual Subscription Plan and stay ahead of the competition

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      EDITORIAL

This fortnight... Volume 8, Issue 13 ver a year ago, while mentoring a reporter, I was faced with a simple yet EDITOR Sreekant Khandekar O potent question, driven by his curiosity: When sibling advertising agencies PUBLISHER Ogilvy and Grey compete for the same business, how does parent company WPP Sreekant Khandekar deal with the competitive dynamics internally? Replace these three names with any EXECUTIVE EDITOR other parent-and-baby company combination and the fundamental question stays Ashwini Gangal the same. PRODUCTION EXECUTIVE Andrias Kisku ADVERTISING ENQUIRIES This question came up again in a different context – the world of smartphone Shubham Garg marketing – when, few days back, the same inquisitive reporter met Sumit Walia, the 81301 66777 (M) Noida recently appointed product and marketing chief of OPPO. Owned by Guangzhou- Apoorv Kulshrestha based BBK Electronics, OPPO is rivaled by siblings Vivo, realme and OnePlus, 9873824700 (M) in India. Though all four brands from the Bu Bu Gao family fiercely compete with Noida one another for market share and vie for the same consumers’ precious attention, they Nikhil Jhunjhunwala 9833371393 (M) operate as independent units. An average smartphone buyer may not even be aware Mumbai of their shared lineage... many of my colleagues didn’t. Vijayalaxmi Yadav 9930547767 (M) Mumbai Despite the overlap in target groups, each brand appears to be striving for more [email protected] than just media muscle and visibility. In an effort to differentiate themselves from one MARKETING OFFICE another, smartphone brands are now looking for niches within the category. And this B 3, Ground Floor, Sector 4, reflects the way people use their phones today – there are gamers, Instagram addicts, Noida-201301 Uttar Pradesh.

webseries bingers, tech geeks... each type has unique needs. And that’s the space we at MUMBAI afaqs! Reporter are keen to explore. 302, Makani Center, 3rd Floor, Off Linking Road, Bandra (W), Mumbai-400050. Earlier this year, when we put OnePlus’ Vikas Agarwal on the cover, we learnt about the brand’s quirky, experimental and elitist attitude towards advertising. Before SUBSCRIPTION ENQUIRIES [email protected] that, Madhav Sheth of realme went on record with us saying he sees little merit in “fancy” marketing. By then Vivo had appointed Aamir Khan as endorser. Where Owned by Banyan Netfaqs Pvt Ltd and Printed and Published by does OPPO stand? How does Sumit split the marketing pie – and what sub-segment Sreekant Khandekar, at 7-A/13, Ch. Ratan Singh Complex, within the cluttered, hyper-competitive, clone-prone smartphone segment does he want Jawala Heri Market, Paschim Vihar, his brand to own? New Delhi-110063. Printed at Artz and Printz 208 DSIDC Sheds, Okhla Industrial Area, Phase 1, New Delhi-110020. Ashwini Gangal [email protected] CONTENTS 8 19 BAJAJ ALLIANZ Putting the Spotlight on ‘Care Heroes’ The latest campaign highlights people who have gone the extra mile to help others. 18 MEGHNA APPARAO 10 16 Focus on the Consumer With more than a decade’s experience in the FMCG sector, Meghna Apparao is TATA TEA 17 DETTOL GOOGLE PAY currently heading marketing Local Flavour Keep Your Homes Clean Googler Leading the Way at Godrej Consumer A look at the new hyperlocal The new Dettol Disinfectant Are employees more credible Products. She talks about her Tata Tea Premium campaign. Spray costs `159. endorsers than celebs? career and life in general.

afaqs! Reporter, January 1-15, 2 0 2 0 5

ADVERTISING

BAJAJ ALLIANZ Putting the Spotlight on ‘Care Heroes’

Bajaj Allianz’s latest campaign highlights people who have gone the extra mile to help others. The campaign includes three stories and will see presence across social media. By Ubaid Zargar

ajaj Allianz General Insurance products and services. In February, has launched a new campaign when we went through a brand Btitled #CareHeroes. The transformation journey, we went campaign brings to light some real from turning what was perceived life stories of people who have gone as transaction-based category into out of their way to help others. an emotionally engaging category. The campaign features a series of ad Based on our products and services, films that will see presence across we wanted to associate or own the social media platforms, including emotion of care...Since our last Instagram, Facebook, Twitter and campaign, we wanted to ladder our opines, “While the core thought EXPERT REVIEW YouTube. The initiative is in line journey to a higher level. So, we of this campaign is to salute such When asked about the campaign, with the company’s change in went on to identify real care heroes, heroes, it is essential to know that Shubhojit Sengupta, executive brand identity to ‘Caringly yours’ in who have demonstrated acts of these acts of care often arise from creative director, Enormous, said, February 2019. selfless care and made a difference to a problem that exists. And so, such “It’s rather difficult to be opinionated Positioning itself as a brand that the people and community around people come up with solutions, with about something as real as these goes the extra mile in caring for them. We went on to select these the feeling of selfless care. Similarly, stories being used to leverage a brand. customers, Bajaj Allianz has made three stories and craft the ad films the way we approach our business Anyone would warm up to these selflessness the core of the campaign around them.” or development of our products and stories since they are very much a – evident by the stories that are Speaking about the research that services, is keeping the problem in part of our lives.” touched in the ad films. The ad films went into finding these stories, mind and then provide the solution. “As far as the brand connection include four real life stories – a man’s Mehra says, “We asked around, What binds the process of problem to is concerned, it may strike a note fight against girl child trafficking, with the consumers at large. But a husband’s unconditional support what remains to be seen is how the to his wife who suffers from Bajaj Allianz has made selflessness the core of brand actually delivers the care it Alzheimer’s, an ambulance service is trying to communicate through that helps victims of road accidents, the campaign – evident by the stories that are these narratives. It’s not clear how and two people educating women touched in the ad films. it intends to deliver care. They about agriculture to counter the might need another set of films plight of farmers. These ad films for that. Real life stories have construe a statement of care and been used as an idea many times compassion, something that the looked online. We even looked solution is ‘care’.” earlier. Having said that, they are brand aims to identify itself with. at different categories of work, Alluding to the use of music in the sensitively made and do make you While the stories presented by the including agriculture, road safety, or ad film and its importance, he adds, feel for the characters. Participation campaign touch the sentiments of child trafficking prevention. That’s “The entire craft of storytelling relies from the viewers can be tricky viewers, afaqs! Reporter got in touch how we came across these care on all of the involved components here. Most of the time, people with Chandramohan Mehra, CMO, heroes who are doing phenomenal to come together in alignment. This move on, unless they are being Bajaj Allianz General Insurance, work. They might have started small, kind of music had to align with the constantly reminded of it in one to understand the conception and but they are making a big difference.” narrative and story of the ad film. way or another. Hope the brand execution of the campaign. “The Answering a question regarding Each film has a different composition, concerned gets a good response essence of Bajaj Allianz is centred brand connection with the stories created keeping in mind the narrative from it,” Sengupta adds. n around care. It is embedded across our highlighted in the campaign, Mehra and the story of the ad films.” [email protected]

8 afaqs! Reporter, January 1-15, 2 0 2 0

PROFILE

MEGHNA APPARAO Focus on the Consumer With more than a decade’s experience in the FMCG sector, Meghna Apparao is currently heading marketing at Godrej Consumer Products. By Aishwarya Ramesh

he most noticeable thing about dengue outbreak. The creative can be a Meghna Apparao is her smile. It’s fairly standard one, but the place name and Twide and unabashed as she chats the disease name will change. We have that about her work. Sunshine streams in through template in place, so that we can react to her glass panelled office as Apparao talks to trends better.” afaqs! Reporter about her career and life in She also cites the example of fabric general – she heads the marketing function conditioner Ezee and says that once the at Godrej. Some of the products that she’s weather data shows drop in temperatures responsible for include Godrej’s Aer offering, below a certain threshold, the brand Good Knight mosquito repellents and HIT begins targeting customers, showing them Mosquito Spray. customised messages using this template. She mentions that as the chief marketing Before the digital era, Godrej still attempted officer at Godrej, her duties are somewhat to personalise messages for viewers with all-encompassing. “All the marketing teams newspaper ads. “In case a newspaper was report to me, including brand managers publishing an article about Dengue, we working on end to end product development, would print an ad for HIT or Good Knight communications, promotions and whoever next to it.” else takes part in the brand journey. The Apparao is clear that she doesn’t want media channel choices that we make, are to forsake consumer safety for any reason. rooted in both traditional media as well “So, we don’t get into anything where we as digital media, but we are really leaning are uncertain about consumer acceptance, forward to digital.” or if a platform is not brand safe, and we are In the same vein, Apparao mentions not sure about the kind of content they use. that Godrej focuses so heavily on digital Then we don’t want to explore it, because marketing that the company has a separate our equity cannot be put at risk. So, that digital team with senior resources who focus validation is very critical. Once we have on piecing together marketing insights and ensured that this platform has all the checks customer information. “Our market research in place and only the right content shows up focuses on how to make our brands more and isn’t any wrong kind of content, then relevant according to the trends in the we go ahead and participate. If it works for market. My role includes product ideation, the brand, we’ll scale it. That’s the cool part development, etc. I also handle new product of digital – there are enough metrics to tell launches, relaunches and am responsible for us if something is working for the brand or communications around new and existing not.” brands at Godrej, that’s what my work here She has worked with both Unilever looks like...” and Amazon in the past. During the When quizzed about agency partners, she conversation, she mentions that during her mentions that creative campaigns are done through stint at Amazon, she was responsible for setting up large agencies like Lowe or JWT and that digital “Understand your consumers’ the FMCG business. “I think the fascinating part agencies handle the company’s social feeds, but all is that that you’re dealing with products which of that is overseen by Godrej’s brand managers. needs and be open to what he/ are in our houses every single day. It’s exciting. “The framework is created and designed by them, she is looking for. Wherever the It’s also challenging. If a consumer needs to buy, the end product is checked by them.” say, a car, I can cater to him once and he will not She adds that at Godrej’s Vikhroli office, the consumer is going, whatever buy another one for at least three-four years. But team has set up something called the ‘Light Box’, for FMCG products, consumers go back to make which is an in-house digital studio. “Everything his/her habits are – we need to purchases every month, and that’s a marketer’s has to be dynamic and quick on digital. By the time have a model which ensures that real challenge. In that sense, we are being tested approvals are received and content is produced, a constantly...” trend might disappear altogether. So, we have our he/she gets the products of the “I think a common theme across both own set up which we’ve created with the help right quality at the right price in companies is that both are very strongly focused of expert photographers and videographers from on consumers. So my learnings as a marketer Godrej. So, in case something exciting happens, the easiest possible manner.” come from that first principle – understand your we’re ready, to create, right here.” consumers’ needs and be open to what he/she is Apparao talks about the social listening tool that that when Rohit Sharma was performing well looking for. We have to make sure that wherever she’s set up. “We call it the black box. Essentially, during the cricket World Cup, the brand used the consumer is going, whatever his/her habits you’re not sitting around, waiting for a report these social listening tools to come up with topical are – we need to have a model which ensures to land on your desk to understand consumer creatives that punned on the brand name. that he/she gets the products of the right quality behaviour better, or if a campaign or creative is “We use dynamic creative optimisation to at the right price in the easiest possible manner,” working or not,” she says. She cites the example come up with different creatives for our products, Apparao signs off. n of the mosquito repellent brand HIT, mentioning relating to a particular trend, for instance, a [email protected]

10 afaqs! Reporter, January 1-15, 2 0 2 0

INTERVIEW

SAMEER SINGH TikTok’s Mission: Inspire Creativity hese are times when marketers are increasingly looking at the social space to connect with Ttheir audience. Social networking platforms, including Facebook, Twitter, Instagram, amongst others, are their top listed go-to platforms. While many of these decade-old platforms have recently been under scrutiny for security and safety of both advertisers and consumers, the comparatively new entrant in the space - TikTok - has been emphasising on its commitment to brand safety for advertisers. Launched in India in late 2017, the free to download app owned by ByteDance is a destination for creating and discovering short-form mobile videos. A go-to destination for 200 million-plus Indians, the Chinese app caters to users from all over the country, across states, ethnicities, languages and city tiers. afaqs! Reporter spoke to Sameer Singh, VP, monetisation, ByteDance India, to get a sense of brand integration and advertising on the platform, and to better understand the brand’s safety policy for advertisers. Sam, as he is fondly known as, joined ByteDance in August this year, after spending over three decades in the industry. Before this, he was CEO, GroupM, leading their South Asia operations. In his prior stints, he has worked at Google, GSK, Procter & Gamble and IPG, across geographies, including Palo “Brands are strategically team with expertise on content management Alto, Boston, London, Dubai and Guangzhou. and local culture relevance. In his current profile, Singh works closely with adding TikTok to their ByteDance’s partners and clients while leading the overall media plan and Which categories do you see spending advertising, sales and marketing strategies across all of more in 2020? ByteDance’s products in India. Edited excerpts. not just as a one-off In 2020, we foresee every industry vertical increase their digital ad spends. The What are the advertising options that campaign.” democratisation of the internet and increasing TikTok has to offer? Which of them are SAMEER SINGH mobile penetration has given brands an working? opportunity to target a new consumer pool that TikTok’s mission is to inspire creativity and was unreachable previously. Brands are also bring joy. User Generated Content (UGC) has Challenge, a unique ad format that enables asking for more holistic and long-term plans, become the new point of entry for first-time brands to democratise their message with in addition to strategically adding TikTok to internet users in India and brands looking to consumers. Verticals like FMCG, E-commerce their overall media plan and not just as a one-off tap into this audience can benefit by being on a and Auto see value in this format. campaign. platform like ours. Brands across sectors, including but Brands leverage TikTok’s multiple ad What do you see growing in the future – ads not limited to FMCG, E-commerce, Retail, offerings basis their campaign requirements: or brand integrations? Automobile, Fashion and Fin-tech, are engaging n Brand Takeover is a gateway for digital In the future, we will continue to see a with users on our platform. traffic and with the full-screen vertical display, it mix of both advertisements as well as brand helps advertisers take a dominant visual position integrations, with ads driving reach and What do you see driving TikTok in future? to achieve brand exposure. frequency, while brands integrations will create Among the next wave of 200-400 million n In-feed Native Video allows for a more impact and increased engagement. people who come online and consume content, immersive, original and interactive format there will be many who might experience for ads, designed to trigger more in-depth TikTok ran into controversies in the past TikTok as their first social media platform, interactions with the users. regarding its content. How do you ensure where they can interact not only with their n Brand Effects is designed with cutting edge a safe playground for your partner brands? friends and family, but also with like-minded technology and is tailor-made for advertisers. Promoting a safe and positive in-app users globally. TikTok has various easy to use creative effects experience is TikTok’s top priority. We offer We believe that short, organic video content designed for the new generation of creators. both in-app tools and educational content is here to stay and that it will continue to grow as For example, 2D facial effect, multiscreen lens, to our users and brands. We have a robust users are looking for creative, snackable content raindrop control lens, hair dye lens and cosmetic community and ads policy guidelines which online. We are continuously working towards lens. This technology empowers creators and are updated continuously. In order to provide developing interactive and trendsetting content, gives brands an instantaneous connection with quality environment for advertisers and partners from launching challenges, hashtags to stickers, the target audience. on our platform, we have employed a series of features and effects. n We also have the innovative Hashtag measures, including a dedicated moderation [email protected]

12 afaqs! Reporter, January 1-15, 2 0 2 0 2016/-(inclusive taxes).

3495/-(inclusive taxes). “I’M TASKED WITH GETTING LOCAL INSIGHTS” INTERVIEW SUMIT WALIA OPPO INDIA

The marketing head of OPPO India on the premium makeover is not limited to models and will extend to facets like distribution and retail. brand’s ‘Make in India’ push, ‘premiumisation’ The brand team has worked with agencies like Contract India and Ogilvy in the recent past; however, there’s no plan and more. By Abid Hussain Barlaskar creative agency on-record at the moment. Recently, the media business went to Dentsu Aegis Network. rom putting quality checks on refrigerators at manufacturing, research and development, OPPO is keen On the media front, OPPO has been active across Videocon’s factories in 2001, to being the first on making India a global export hub. mediums and has also maintained big-ticket partnerships Indian to now leading Chinese smartphone OPPO is owned by Guangdong-based BBK like the title sponsorship for Sunburn Music Festival and brand OPPO’s marketing function, Sumit Electronics, which also markets smartphone brands its partnership with the International Cricket Council (till Walia has had an interesting two decades. Vivo, realme and OnePlus. As per Counterpoint September 2023). It also has its regional partnerships, for FHe joined OPPO as VP, product and marketing, in Research, OPPO grew 12 per cent YoY (in 2019 over example, Straight Up Punjab, a Punjabi concert live- July 2019 after spending close to a decade at Samsung, 2018) and held the fifth position, with eight per cent streamed digitally on YouTube globally. prior to which he worked at Tata Tele Business Services, market share in Q3 of 2019, after rival brands Xiaomi In a quick chat with afaqs!Reporter, Walia gives Huawei and LG. (26 per cent), Samsung (20 per cent), Vivo (17 per us a peek into the brand’s ‘Make in India’ push, Before Walia was given OPPO India’s top marketing cent) and realme (16 per cent). OPPO’s annual growth ‘premiumisation’ plan and more. job, Will Yang, the brand’s present day South Asia was fuelled by demand for its budget segment device A5s Edited excerpts. CMO, handled the India ops from Gurgaon for five and the F11 series. years. This shift in leadership is in line with the brand’s The brand is currently undergoing a premiumisation You recently took the marketing mantle push for Indianisation. OPPO currently produces close exercise. With the launch of the Reno series of premium from Will Yang. Does taking over from a to 50 million units annually and aims to double its smartphones (priced between `24,000 and `50,000), Chinese colleague bring with it any special capacity by 2020. With more muscle behind its local OPPO is venturing into OnePlus’ territory. The brand’s responsibilities? What does it mean for you?

14 afaqs! Reporter, January 1-15, 2 0 2 0 COVERSTORY

When I met Charles (Wong), our CEO in more. Replacement cycles are shortening and that’s It’s crucial. E-comm platforms are key to the India, we spoke about how OPPO envisaged the fuelling growth. This presents an opportunity for whole consumer decision journey. While making Indian market and about bringing local insights to us marketers to keep engaging consumers who are a purchase decision, consumers don’t just check the table. My forte and contribution is in terms always out in the market looking for the next best the options available to them, but also check what of understanding the consumer and the market. device. That’s what keeps all smartphone brands other consumers are speaking about. So, we’re What I have been tasked with is primarily getting wanting to keep engaging with consumers, tell strategically investing and aiding them in this local insights in terms of consumer behaviour, their story, put forth their propositions... even process. Our marketing mix is backed by data. products, marketing, content, vernacular, etc. our launch cycles have changed; we are constantly Smartphone category marketers are very close to One of the bigger shifts that OPPO is looking launching devices. consumption patterns. at is connecting deeply with Indian consumers. I remember his (Wong’s) words telling me to find That’s interesting. Given the shortening Right, but with precision targeting come that deeper connect. replacement cycles, which is less than two privacy woes... years now, how long does a new model last in We don’t go into specifics or personal BBK Electronics, owner of OPPO, OnePlus, your portfolio? information hunts and derive insights from larger Vivo and realme, has the largest smartphone It is different for different segments. We cannot big data analysis. It is about large cohorts of market share in India. All four brands standardise it to 24-30 months, across models. consumers and trying to better that experience by are vying for a similar TG – isn’t there Various price points exhibit various behaviours. putting the right information in front of them. cannibalisation within the family? There is a constant expectation and demand for We look at holistic experiences: presales, point We operate as an independent and individual newer technologies. We adapt to this change. of sale - we have 60,000 sales touchpoints - and entity in India; there is no coordination among any of after sale - our service centres are adept at repairing these brands. We are looking only at the consumer, OPPO is a big digital advertiser, you invest phones within an hour. Everything is detailed today... various segments, opportunities and geographies that in big ticket partnerships, and also use the way we package products, the way we brand are available to us, backed by our own independent traditional channels like TV and outdoor. products, the way the contents of the box are laid out. manufacturing units, R&D centres, and our own What role does each channel play? Do you use marketing, sales and distribution channels. different channels to target different niches, You went premium with the Reno series, like gamers, insta lovers, OTT bingers, etc.? which has been OnePlus’ territory. Is OPPO Speaking of local insights, tell us what The core of our marketing strategy is fuelling still positioned as an affordable brand? Indians look for in a smartphone today. What passion points and creating a deeper connect. One of the most important pillars we are specifications drive purchase decisions? Whether we use TV, digital or association with building for ourselves is premiumising There is a pre-4G and post-4G era. 4G brought entities like PubG or Sunburn, the core aspect is to experiences. We started the journey this year along high penetration and affordable find the right passion point. In the case of TV (2019) with our flagship store in Hyderabad. We’ll data, triggering unique smartphone campaigns, with a celebrity influencer, take it to multiple cities next year (2020) to create a user behaviour - binge consumption it’s about leveraging the celeb’s qualities premium environment. We already have 250 retail of entertainment, online gaming, and registering our propositions in stores and are trying to premiumise them. Once photography, people building careers consumers’ minds. In case of sports the stores are in place, consumers will expect more as influencers, etc. The app ecosystem, associations, like Wimbledon or the from our devices. We will also be introducing a lot hardware and data are crossbreeding. ICC, it would be about fuelling the of premium, high end devices in 2020. The Reno What consumers demand from their devices is at an all-time high, whether it is battery life, faster charging or a better camera. We have a portfolio to cater to “India is extremely fragmented all; we introduced the first water drop display to get the best screen to and has many Indias within it. body ratio, for instance. Fast charging came about due to Finding the next need gap is consumers’ requirement of ‘snacking charge’ as against the biggest challenge. While long-term charging like charging the phone it is a daunting task, it’s also overnight. We are keeping an eye out for all this. an opportunity...” India is extremely fragmented and has many Indias within it. Finding the series was a step in that direction. next need gap is the biggest We will still be a full range player and will challenge. While it is a daunting passion for provide the premium experience across price task, it’s also an opportunity. We sports. With segments. We will also work on better designs have strategically invested in many our association with across segments. things to gather insights about Straight Up Punjab (Punjabi consumers and the next wave of digital concert) on YouTube, The economic slowdown is upon us. But some technology that we can leverage. it’s about looking at music/ say the smartphone segment is recession proof... entertainment as a passion Luckily for us, the smartphone industry is Today, smartphone point for connecting deeper expecting high growth. Upgrade (of handsets) advertising is all about in terms of geography or itself is driving growth. 4G penetration and outshouting rivals and being vernacular. affordable data are driving growth in tier 2/3 prolific. Previously, seasonal markets. Above that, there are around 450 million bursts would suffice... What about people using feature phones. There is a large base We are lucky to be in a advertising on ready for an upgrade. All brands are growing. In category which doesn’t see e-commerce sites, our case, we witnessed 92 per cent growth in Q3 seasonality. Demand for something we’re of 2019. I feel the slowdown hasn’t impacted the smartphones is at its highest, seeing a lot of these industry at all. n driven by consumers wanting days? [email protected]

afaqs! Reporter, January 1-15, 2 0 2 0 15 ADVERTISING GOOGLE PAY When Employees Become Endorsers After Trivago and Xiaomi, Google Pay uses a ‘Googler’ in its recent spot. Let’s find out if employees are more credible endorsers than celebrities. By Ananya Pathak

ately, brands across segments are leaning towards using Ltheir own employees in their communications. Google Pay, the digital wallet and online payment system developed by Google, has made its product director the hero in its newly released spot. Sharath Bulusu, the protagonist in the one- minute-35-second-long ad, which has been conceptualised by Dentsu Webchutney, talks about the security and safety of using the app, and has been a part of many of the brand Vineet Nayar’s “Employees First, digital frauds, while roaming in films and aggressively shares offers, Customers Second”, employees need Hyderabad’s Charminar Bazaar. discounts and schemes by the brand to be first convinced about their own But why an employee and not a on his Twitter handle. brand, which will lead to external celebrity face? “We preferred to use customer faith. As a result, making a Googler, instead of a celebrity, EXPERTS SPEAK these internal employees part of the because we believe we are the best Kshitij Rajoria, brand strategy communications exudes conviction advocates of Google products. This partner, L&K Saatchi & Saatchi and trust, and in parallel, makes the is something we’ve done across the Brands employ ambassadors in order product more relatable for the end world for several of our offerings. to make the messaging stand out and user. Our products are used by billions enhance engagement. While both of users around the world, and celebrities and employees deliver on Arun Raman, head of strategy especially on the topic of trust and the above two asks, what is critical is and planning, Grey Group India safety, we believe the most authentic the relevance of the communication The fact is that credibility comes communication can happen when users see the people behind the product,” says Sapna Chadha, senior country marketing director, “... we are the best Sharath Bulusu, the protagonist in the Google Southeast Asia and India, Google. advocates of Google Pay ad, talks about the security and safety of When hotel price comparison products... We believe website Trivago launched its first using the app, and digital frauds, while roaming campaign with the ‘not so cool’ the most authentic in Hyderabad’s Charminar Bazaar. face of Abhinav Kumar in March communication can 2017, everyone took notice. Out of curiosity, netizens Googled ‘Who is happen when users objective and the expression. While from people who work within. Who this Trivago guy’, only to be amazed see the people behind decreasing consumer attention spans knows what a brand or product is to learn that he wasn’t a model or a need the power of celebrities, their better than a person from inside. celeb, but the brand’s own employee. the product.” effective use is what ensures that the You may call it credibility building Kumar, a.k.a. ‘Trivago guy’, who SAPNA CHADHA message stays with the consumer. or anything, but at the end of the day, was the brand’s country head at the In a world of over-used celebrities, it is an endorsement. And for that, time, became fodder for memes the over-indexed-regular employee the face needs to be a known face. I because of his average looks and India, who has grown to become ambassador stands out and adds a believe using employees as endorsers comical dialogue delivery. But he the face of the brand. Jain has an layer of authenticity. But there is is a great strategy for those brands became firmly imprinted in public enormous following on social media, no one formula that fits all brands/ that are having trust deficit at any consciousness, together with the with two lakh people following his categories/mediums because today’s point of time, but that employee has brand’s name, clearly fulfilling the handle on Twitter. He has been differentiation is tomorrow’s norm. to be a known face. The employee marketing strategy to familiarise with the company since the start needs to have credibility beyond his people with the brand. of its India chapter in 2014. From Naved Aqueel, senior VP, organisation or industry, if you want Then there is Manu Kumar Jain, communicating with the #MiFans Magnon eg+ to put him on mass media. n global VP, Xiaomi, and MD, Xiaomi personally over digital medium, Jain If we take an inference from [email protected]

16 afaqs! Reporter, January 1-15, 2 0 2 0 ADVERTISING

TATA TEA The ‘Tadka’ of Local Flavour

A look at the new EXPERTS SPEAK hyperlocal campaign Ananda Ray, creative head, Rediffusion, says he loved everything for Tata Tea Premium, a about the ‘Dumdaar Uttar Pradesh’ flagship brand of Tata ad. “Very well written, crafted and produced. The casting, sets, props Tea. By Ananya Pathak and little touches like the mirror on the dashboard popping up were ne does not need any proof totally on-point. However, what I to support the statement that was most impressed with was the OUttar Pradesh is known for idea itself. How familiar tropes are its ‘dadagiri’ and the capital New maintained, but also totally turned on Delhi for its ‘richness’. The latest their head in an unexpected way...” hyperlocal campaign for Tata Tea He feels that apart from the Premium, a flagship brand of Tata Tea from the house of Tata Global Beverages, builds on these two known facts about the two regions, but with a twist. Conceptualised by Mullen Lintas, the two films released as a part of the campaign – ‘Dumdaar Uttar Pradesh’ and ‘Dil Se Rich Dilli’ – modify the two aspects into ‘UP ki achhai’ and ‘Dilli ka rich dil’. state, highlighting the While the Delhi-focused film talks Varanasi Ghats, the Taj Mahal, and about hi-fi weddings, the UP one Kathak dance. On the other hand, highlights how the ‘dabangs’ use ‘Delhi ke liye Rich Assam Chai’, the their power and money in the state. packaging for Delhi, highlights visual Puneet Das, VP, marketing – India, imagery of the Red Fort, Qutub usual communication mediums, at Tata Global Beverages, says that Minar and India Gate on the original the brand can use other forms of this campaign is part of the brand’s green base of the pack. the communication in many strategy on Tata Tea Premium to go Interestingly, one of the reasons interesting ways, all based on the hyperlocal and shift the needle from that the latest campaign caught tonality of the film itself – different celebrating ‘India Pride’ to evoking our attention was that it featured for Delhi, different for UP. “For ‘Regional Pride’. ‘Bunty’ (Jatin Sarna) from the Netflix UP, wall paintings, local politician type banners, as well as, of course, posts on digital media. On the other While the Delhi-focused film talks about hand, the Dilli one could have glitzy Bollywood type outdoor ads/posts on hi-fi weddings, the Uttar Pradesh one gossip/film/lifestyle magazines.” highlights how the ‘dabangs’ use their power “The For Sartaj Jaffri, CEO, Black Or White Brand Communication, the and money in the state. communication ads are refreshing. “What I like most showcases about it is the ‘tadka’ of local flavour, along with the absence of clichéd “The communication idea was original web series ‘Sacred Games’, the ‘insider’s shots of tea making, etc. Overall, that most states are associated with as the protagonist in the UP film. perspective’ and the execution manages to create the certain stereotypes/perceptions, This reminded us of another ad by required drama.” which are generally an outsider’s the Kolkata-based brand under its celebrates the He adds that tea is a very personal perspective about that region. This iconic ‘Jaago Re’ campaign – ‘Tata space. “The blanket communication communication showcases the Tea Jaagore Politician’ – that cast positive truth approach probably worked in the ‘insider’s perspective’ and celebrates another character from the web series behind the past, but with the advent of digital, the positive truth behind these – Guruji (Pankaj Tripathi) – as the hi-tech cinema houses and regional stereotypes,” says Das. politician. stereotypes.” channels offering a platform to reach As a part of the campaign, the Das says this is a complete PUNEET DAS out to local sensibilities, it does make brand has also launched a new avatar coincidence. “For our films, we’ve more sense to create communication of the packaging, exclusively curated have always chosen personalities who on the premise of cultural relevance for both these states. The new UP best fit the character in the script. The spirit of the people of Uttar Pradesh, and build a stronger consumer packaging ‘Dumdaar spirit of Uttar new communication, based on region that complements the Dumdaar Chai connect.” n Pradesh’ captures the essence of the specific insight, captures the Dumdaar of Tata Tea Premium.” [email protected]

afaqs! Reporter, January 1-15, 2 0 2 0 17 MARKETING DETTOL From Personal Hygiene to Clean Homes The iconic antiseptic brand is now diversifying its presence in India, with the launch of Dettol Disinfectant Spray, which costs `159. By Abid Hussain Barlaskar

very successful product that exists either suffices a need Eor solves a key problem. But how does a company sell its products when the consumer doesn’t realise the need and doesn’t know that the problem exists? It educates, and that’s the task at hand for Pankaj Duhan, CMO, RB South Asia Health. Duhan has set out to create a category in the FMCG space in India with the launch of Dettol Disinfectant Spray. The new offering from Reckitt Benckiser is a hard and soft surface disinfectant which rids domestic surroundings of harmful bacteria. It doubles up as a room freshener “Dettol always talks to the mom as While there isn’t a competitor at “We are looking to and is available in two fragrances, she is the guardian of the house. We the moment, a smaller and newer Original Pine and Spring Blossom. are looking to target millennial moms brand PeeSafe, which is into toilet target millennial Both have been launched in formats who would be more inclined to sanitiser sprays for travellers, recently moms who would of 170 gm bottles at an introductory adopt newer methods of disinfecting came up with a proposition ‘Clean price of `159. homes. While the broader TG is is not sanitised’, something very be more inclined to The global surface disinfectant the germ concerned mom, I think close to the new Dettol proposition adopt newer methods market is segmented into liquids, adoption will be much higher among #CleanIsNotGermFree. “I don’t of disinfecting wipes, and sprays. Research firm millennials,” says Duhan. look at competitors a lot and compare. Markets And Markets suggests that Dettol spray is being launched We actually look at propositions homes.” the global market is dominated by nationally, including both urban which have a very wide ranging usage PANKAJ DUHAN North America, followed by Europe, and rural geographies. “I expect the - on sofas, on curtains, on pillows, on and high growth is expected from the awareness to have a more urban toys, on toilet seats and many such. Asian region, with economies like India skew and similarly in areas While it is primarily meant to be the global markets for decades. Why China and India leading the charge. where education is higher and people used inside homes, we have seen use did India seem ready now? “The “Brands have multiple objectives. access the internet. In the geographies cases inside cars outside India over intention is not to borrow from the While providing solutions is one, where there are increased personal the years, but it will happen in India western markets, but to look at needs they also play a role in educating. and home cleansing rituals, adoption as consumers evolve.” surfacing in India, and the stage of We will educate consumers about will be a higher,” Duhan adds. The product has been present in the consumer evolution in terms of the sources of illnesses, the pockets adopting new habits and practices,” where germs thrive and then help The new offering is a hard and soft Duhan responds. them find solutions,” says Duhan. For long, Dettol’s portfolio in Conversations around germ- surface disinfectant which rids domestic India was inclined towards personal caused illnesses peak around the surroundings of harmful bacteria. hygiene. The brand is now widening monsoon with a spike in diseases like into hygienic living and a clean diarrhoea, cholera, etc. With a winter It doubles up as a room freshener home. As Duhan says, “It is not just launch, RB is looking at cashing in about keeping your body or cuts and on conversations around cold and flu and is available in two fragrances, wounds germ-free, but also about the viruses, including the H1N1. Original Pine and Spring Blossom. disinfection needs of your home.” n The product is targeted at mothers. [email protected]

18 afaqs! Reporter, January 1-15, 2 0 2 0 MARKETING

FITNESS APPS The Gym Membership Game Here’s an analysis of aggregators in the fitness space. By Anirban Roy Choudhury

ver the last few years, the `6,000 crore fitness industry Oin India has seen some disruption. A Deloitte research finds that 36 per cent millennials have a fitness app installed on their phones and about 45 per cent think leading a healthy life is essential. There are aggregators that provide gym memberships at a special price and then there are others who reward members for working out. Together they are playing a vital role in keeping the fitness industry stand tall in tough circumstances. The aggregators make sure they catch your attention while you are searching for a gym. They spend on Google and Facebook ads to get noticed and once the potential member lands on the aggregator, there are a huge number of gyms and studios put on display to choose from. “These platforms work as marketing mediums where people discover about the gym and the products offer a discounted price as the gym it offers,” says Shraddha Sheth, VP chain agrees to offer a discount as a - Sales, Operations & Marketing, cost for acquisition. These platforms Gold’s Gym India, a chain that has also provide passes, through which a 147 centres spread across 95 cities. member can workout at any partner Sheth believes the aggregators gym and is not necessarily restricted have brought some disruption in the to one gym. industry for its benefit. “As soon as “Such models end up for the fitness chains and, therefore, rewards they will get. If a member they got into the system, a newcomer, cannibalising the parent business retention is extremely critical. works out seven days out of nine, who otherwise hesitated to walk into and that is why you see restaurants Also, we found out that the more a they will get a movie ticket for free, a gym, suddenly is willing to try a today are opting out from the Gold’s member works out on a regular basis, 25 out of 30 days will get them an product or a gym or a studio,” she plan of the food aggregators. We he or she is more likely to opt for a H&M T-shirt. The rewards include asserts, adding, “If we take Gold’s don’t see this as a sustainable model. personal trainer or any other offering free stay at club Mahindra resort, Gym, for an example, the aggregators When we started in 2016, there were that the gym has. Based on that, we travel to Singapore and 100 per cent are promoting it on their platform about 35-plus gym aggregators, came up with a reward programme, cashback. Growfitter partners with so there is a display of how the whereas we have only a handful which makes us different from the movie ticket platforms, hotel chains gym looks and also they emphasise and airlines, and because they buy in on different offerings. The offering bulk, they get it at a discounted price. does not mean memberships - it “As soon as the aggregators got into the system, In some cases, also at no cost, as they means like a Zumba class, spinning drive relevant traffic to sample the class, functional training class, a newcomer, who otherwise hesitated to walk product/offering which Growfitter is among many others. What it does into a gym, suddenly is willing to try a product dishing out as rewards. is - changes the perception of the “We had launched the cashback consumer. They now look at gyms as or a gym or a studio.” programme last October during a solution provider to their particular SHRADDHA SHETH the festive season. Our revenue health problem.” which used to be a negative nine Aggregators like Fitternity, Fitpass per cent YoY, because of the reward and others partner the gym and now,” says Sanmati Pande, founder rest and makes our business far more programmes, it jumped up to 35 per offer a discounted price to the end of Growfitter, which aspires to be scalable,” Pande adds. cent,” informs Pande. 20-40 year olds customer. So, if the membership in a the Cred of the fitness industry. Growfitter installs a kiosk is all are the ones who use the platform Gold’s Gym or Talwalkars or Snap or Growfitter is also an aggregator, its partner gyms and it asks the the most. While the lion’s share of Anytime Fitness is `30,000 per year, but its business model is based on members to scan the intelligent QR the traction is in metros, Pande says then the discounted price available reward programmes. code available in the kiosk. That the traffic is well-spread in tier-II and with the aggregator is around “Our research showed that the is the attendance and the more tier-III towns too. n `25,000. The aggregator manages to high cost of acquisition is a pain-point the member works out, the more [email protected]

afaqs! Reporter, January 1-15, 2 0 2 0 19 BYINVITATION

GUEST ARTICLE Trying to Pitch? Read on Here are 10 things that advertising agency heads must kept in mind while pitching. By Aalok Bhan

great pitch is a work of art the pitcher could include a few key story. Using statistics as part of the 9. ENGAGING WITH THE which must be designed to insights around the ‘why not’, like narrative will only add to your pitch’s AUDIENCE IN THE ROOM Amake a connection between jingles are catchy when compared stickiness. While pitching, engage with the pitcher and the client. When to articles and less expensive your audience in the room. Make done to perfection, a good pitch when compared to television 6. DON’T END AT THE eye contact, ask questions, invite has the ability to bowl clients advertisements, while also having STORY – BRING IT TO LIFE questions. Make it interactive when over. However, when overdone or the ability to blend into electronic/ Most agencies end at the story. required. If it’s a multi-agency pitch, underdone, it can leave a lasting digital advertisements, would make However, every client wants to don’t forget to leave a copy of your perception that’s difficult to correct. the pitch more compelling. know what’s required to bring presentation behind or send a follow- I have sat through multiple pitches the story to life, along with roles up email. Trust me, it matters. this year and while almost all of them 3. IT’S NOT ABOUT YOUR and responsibilities. Agencies with were on point, here are 10 things WORK, IT’S ABOUT THE an implementable action plan are 10. A ROLE FOR EVERYONE I wish advertising agencies kept in CLIENT’S BUSINESS perceived to be professional and, AND EVERYONE IN ROLE mind while pitching: In a pitch, move quickly through more importantly, they are seen as Everyone in the room should your own credentials and spend more partners. The ability to showcase have a role and everyone should be 1. UNDERSTANDING THE time on the client’s brief. Take time to how the story unfolds gives clients in role. As human beings, we tend CLIENT’S BRIEF demonstrate how you will help them the assurance that the agency will to zone out or get distracted if we Understanding the brief and solve, resolve, or exceed business function like an extension to their are not engaged in an activity. This being direct in addressing it are objectives in line with the brief. own team in seeing the campaign is true even at pitches. If a person an imperative to any great pitch. through to the end. is in the room then she/he should If you are unclear, call the client. 4. TELL A COMPELLING be focused and ready to play her/his Assumptions are the mother of all STORY 7. VISUAL IS VITAL part, otherwise the person would end disasters and one can easily avoid This one goes back to basics. As Avoid too much clutter and text up being a distraction. them by simply checking with the humans, we all love stories. A great on slides. Keeping it simple neat and client. If you go wrong with the brief, pitch is tied to a compelling story. visually appealing adds to the pitch. There is always room for it’s game over. Instead of trying to sell an idea, try The general rule I like to follow is 10 improvement because pitching is creating a plot that your client will words per slide with key takeaways. more of an art backed by science than 2. ANSWER THE ‘WHY’ AND follow. It will also help in keeping all the other way around. The only way ‘WHY NOT?’ OF THE BRIEF in the room engaged and hooked on 8. REAL CATEGORY to get better at it is by learning from Most agencies go to great to the idea. Remember, most stories EXPERIENCE – BE THE previous pitches and what could have lengths to answer the ‘Why’ of the have a happy ending! CUSTOMER YOURSELF been done better. Therefore, while brief. However, anticipating and Providing clients with real the above pointers are things I wish proactively answering the ‘Why not’ 5. DON’T BE AFRAID TO USE category experiences demonstrates the are done better, different clients will just elevates the pitch to the next STATISTICS WHILE background research that has gone into have different parameters apart from level. For example, when the pitcher NARRATING YOUR STORY developing the pitch. When a pitch one being constant, the brief. n makes a recommendation for using Many agencies use statistics reflects real customer insights it makes a jingle in an ad campaign, he will while presenting. However, it feels the client sit up and pay attention to (The author is director and mostly answer ‘why’ doing so will like a transition from the story to a the pitcher. It also makes the pitch CMO, Max Life Insurance) deliver great results. However, if subplot and then back to the main more realistic and memorable. [email protected]

2400/- 2016/-(inclusive taxes). 4800/- 3495/-(inclusive taxes).

20 afaqs! Reporter, January 1-15, 2 0 2 0 MOST-VIEWEDADS

MCDONALD’S RED CHIEF PEPSI MP BIRLA CEMENT SAMRAT Presenting a flourishing heritage The ad film flaunts McSaver combos, which The ad film features actor Vicky Kaushal Dabangg Salman Khan wants you to business, the ad film makes a case is so good that you will love it. as a police officer who has his way of welcome him with swag in this ad for the for MP Birla Cement. The brand has banked on importance of arresting criminals. leading global beverage giant. experience in this ad. Creative agency: ADK Fortune Communications

TATA SKY INDIA MART SWIGGY PULSE This ad film depicts a home setting, where Through this ad film, India Mart positions The ad film for the food delivery app Carrying the tagline ‘Pran Jaaye Par a family savour a moment of togetherness itself as an assistant in making your work promotes ‘Ghar ka Khana’ with a pinch of Pulse Na Jaaye’, this ad film showcases with a new Tata Sky connection. easy. foreign taste. characters who risk their wellbeing for Creative agency: Interactive Avenues Pulse Candy. Production House

EVARA LICIOUS SPREAD SONY PICTURES PLATINUM Moving out of your parents’ house can be Pulling off the vintage Jingle Bells tune, the Depicting the love of fans for cricket, this ad The ad film showcases a tale of two lovers an emotional event. The ad film depicts just ad film is sure to give you some Christmas film showcases the story of a real life fan. and how they create something bigger that. vibes. Creative agency: Scarecrow M&C Saatchi when they are together.

REDMI CIPLA FENESTA MANFORCE Fancy cracking a criminal case? Mobile The ad film points out the advantages of Pointing out the prevalence of excessive Titled ‘Shut The Phone Up 3’, this ad film phone brand Redmi’s Note 8 pro has got inhalers, while busting the myths around noise in the nation, this ad film asks the shows you how filming your intimate you covered. asthma. viewers to #ShutTheShor. moments with your partner can cause future complications. Creative agency: ADK Fortune

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

afaqs! Reporter, January 1-15, 2 0 2 0 21 PEOPLE

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

ADVERTISING MARKETING

BBDO India from full funnel data-led planning Orient Electric OYO BBDO India has strengthened its to measurement, attribution and Orient Electric has appointed Salil OYO Hotels & Homes, the Delhi management team by getting monetisation. Kapoor as business head, home world’s leading chain of hotels and on board Jazryk Gill as VP. She appliances business. Kapoor will be vacation homes, has announced will be reporting to Nikhil Mahajan, Mullen Lintas based at the company’s head office the appointment of Ankit Gupta EVP and chief growth officer. With Hari Krishnan has been appointed as in New Delhi. An industry veteran as COO and SVP – frontier close to 13 years of experience in the CEO of Mullen Lintas. Krishnan with more than two-and-a-half businesses, OYO India & South advertising and marketing, Gill moves from Lowe Lintas, where he decades of experience in consumer Asia. This appointment comes as has worked with some reputed was president and was spearheading durables and media distribution, a part of the company’s efforts advertising agencies like Dentsu the South operations. With over Kapoor has held leadership to continue to invest in and Marcom, Wieden+Kennedy, Cheil 20 years of experience in the positions at leading brands like LG attract world-class leadership to and Lowe Lintas. She started her advertising and marketing industry, Electronics, Samsung, Microsoft, drive innovation and growth in journey at JWT, where she worked Krishnan has worked across multiple Dish TV and Voltas Ltd. His the company. Frontier businesses for close to five years, handling product categories and consumer previous assignment was with will comprise OYO’s self operated accounts like Nokia, Sony and Pizza segments. Earlier, he was the CEO Voltas, where he was the COO hotels (OYO Townhouse, Hut. Thereafter, she did a marketing of MullenLowe Group, Sri Lanka, for the UPBG division and was Collection O, SilverKey), student stint at Nat Geo. where he led the acquisition and leading air conditioners and other housing and co-living and OYO transformation of the agency, leading appliances business. Home businesses. Madison BMB it to become the Effie Agency of the Gupta is a proven professional, Madison BMB has announced Year back in 2015. He’s also worked Google India with over 14 years of experience a senior-level appointment of with Grey Global, JWT and was VP Vikas Agnihotri, the interim head and is entrusted with the Ameet Joshi as GM. Joshi has Marketing at Star TV. of Google India, has moved on. responsibility to strengthen and over 18 years of experience across He was working as the country consolidate existing opportunities advertising agencies, handling brand Publicis Groupe director – Sales, Google India, in the co-living, student housing, and marketing communications Vandana Verma has announced her and will continue in that position self-operated hotels, and rental for leading clients across diverse departure from Arc Worldwide as till January 2020. Google had homes businesses of the company industries. Earlier, Joshi was a COO. In 2012, when she was hired announced, earlier in 2019, that in India & South Asia under the business head at Creativeland Asia. to head Arc, it was a small, three- Sanjay Gupta, former MD at Star frontier businesses umbrella. He Having extensive experience in people organisation based only in and Disney India, will join Google will, therefore, be responsible marketing strategies and campaigns, Mumbai, with a single client. Within as its country head and VP sales for leading OYO LIFE, OYO product positioning and branding, a short span of time after she took and operations – India. Agnihotri Townhouse, Collection O, along with understanding of digital over its reins, the agency grew 20 had joined Google India in 2011 as SilverKey and OYO Home in the and conventional media, Joshi has per cent year on year. With a key the director of operations – auto, country. He will be reporting to worked with advertising agencies focus on growth and skill acquisition, BFSI, CPG, telecom, travel, media Rohit Kapoor, CEO, OYO Hotels such as Ogilvy, Lowe Worldwide and the company has today become the and entertainment. & Homes, India & South Asia. Grey Worldwide. country’s leading brand activation and experiential agency, with clients Starcom such as ITC, Isuzu, Pantene, Skoda, MEDIA Starcom India has appointed digital Amazon, Shell, to name a few. leader Anil Shankar as VP, Digital Media Solutions. Shankar has more Crayons Network Fox Star Studios the digital transformation of the than 16 years of experience in digital The Crayons Network has appointed Shikha Kapur, CMO and business. marketing and technology, working Vishnu Sharma as Executive VP, business head, has decided to across digital media platforms. He, heading media division of The step down from Fox Star Studios Star and Disney India most recently, served as lead of Crayons Network. Earlier, Sharma after six transformational years In an internal email sent out Programmatic Sales Nationally at was heading the Arena division at in the role. She was recently to all the Star and Disney Times Internet and has also worked Havas Media group. An alumnus of elevated to the role of business India employees, Uday with leading media companies such Delhi College of Engineering and head – India theatrical for the Shankar, president, The Walt as WPP, GroupM and Affle. Shankar IMT, Sharma has over 22 years of Bollywood business. January Disney Company APAC, and has a proven track record of building experience, having had successful (2020) will be her last month with chairman, Disney and Star India, and developing high performing stints with the India Today Group the organisation. Considered announced that K Madhavan, digital teams and solutions, ranging and HT Media. as one of the most innovative MD South, Star India, will be thinkers in the business, and one Sanjay Gupta’s replacement as of Fox Star Studios’ most revered the new country manager, Star executives, Kapur is attributed to and Disney India. Gupta moved DIGITAL have been the force behind FSS’s on from the network to join most memorable campaigns like Google as its country head and PivotRoots ‘Neerja’, ‘MS Dhoni the Untold VP sales and operations – India. PivotRoots has officially announced the launch of operations in New Delhi. Story’, ‘Prem Ratan Dhan Payo’, Madhavan currently oversees This comes with the appointment of Nitesh Kumar – VP – Media & New ‘Mission Mangal’, ‘Sanju’ and the business ventures of Star Business. Kumar’s previous stint was as VP – ZenithOptimedia (a Publicis ‘Chhichhore’. She is known to in four southern states, and a Groupe company). With an experience of over 16 years in the marketing and have played a pivotal role in portfolio of regional channels in advertising industry, he will be responsible for overseeing media, new business reinventing the film marketing Malayalam, Kannada, Tamil and initiatives and focus on the expansion of clientele for PivotRoots across model at FSS, by pioneering Telugu. locations.

22 afaqs! Reporter, January 1-15, 2 0 2 0 JOBSWITCH

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afaqs! Reporter, January 1-15, 2 0 2 0 23