November 16-30, 2011 Volume 2, Issue 22 `100 46
PROFILE Ravi Rao Of happy accidents, media planning and Indology. 58
AFAQS!-FIREFLY MILLWARD BROWN Young and Restless A new study on the youth and reality television. 63
TOI Online players are stepping Perk it Up out to aggressively advertise on TOI asks Chennai’s readers traditional media to get more to choose the lively option. business. WGC Festive Glitter 16 ALLEN SOLLY Look Smart 20 SPICEJET The Social Route 40 38 MUDRA-OMNICOM Decoding the Deal 60
EDITORIAL
This fortnight... Volume 2, Issue 22
EDITOR ronical, isn’t it, that when a new medium does well, older media benefit as well? Take the current Sreekant Khandekar Icase: as a fresh wave of investments is taking place in online e-commerce firms, a large chunk PUBLISHER of that money is going into advertising those businesses in print, on TV and on radio. This issue’s Prasanna Singh cover story is the first hard look at the Indian scene to figure how much money is being EXECUTIVE EDITOR spent offline in the new online boom. Prajjal Saha SENIOR LAYOUT ARTIST Is this really a new e-commerce-led boom or merely the harbinger of a new bust Vinay Dominic
November 16-30, 2011 Volume 2, Issue 22 `100 which is typically preceded by rash spending, which includes ego-satisfying but LOGISTICS 46 pointless mass media advertising? Isn’t it well established that online advertising Rajesh Kanwal works best for online properties? ADVERTISING ENQUIRIES PROFILE Ravi Rao Neha Arora, (0120) 4077866, 4077837 Of happy accidents, media planning and Indology. Internet businesses tend to burn cash as they take off. Broadly speaking, a player 58 Noida has to choose between –and within - one of two extremes as he goes to investors for Khushboo Varadkar, (022) 40429702-5 funding. Mumbai AFAQS!-FIREFLY MILLWARD BROWN Young and Restless A new study on the youth and reality television. 63 Option One: Here, the entrepreneur decides that an underdeveloped online [email protected] market will grow at a predetermined speed and he will pace himself accordingly. He is Marketing Office conservative with costs and uses largely lead-based online advertising to get customers. B-3, First Floor, Sector-4, Noida-201301. TOI Online players are stepping Perk it Up Tel: (0120) 4077800. out to aggressively advertise on TOI asks Chennai’s readers traditional media to get more to choose the lively option. business. The money he has raised will go a long way as he grows steadily and surely. WGC Festive Glitter 16 ALLEN SOLLY Mumbai Look Smart 20 SPICEJET 501-502, Makani Center, 5th Floor, The Social Route 40 Option Two: The entrepreneur punts that he is at that moment before the market 38 MUDRA-OMNICOM Decoding the Deal 60 explodes and he can be the player to take the lead. He raises funds aggressively and Off Linking Road, Bandra (W), Mumbai - 400050 spends rapidly too: he hires a big team, sets up large infrastructure, and advertises Tel: +91-22-40429 709 - 712 heavily to gain customers and build a brand name. The intent is to create momentum Bengaluru and so much buzz that investors believe in his big dream for tomorrow and overlook the massive S-1, New Bridge Corporate Centre, 777 D, 100 ft Road, Indira Nagar, losses of today to put in money at crazy valuations. Of course, if his assumptions are wrong funding Bengaluru - 560038, India could dry up and a negative spiral could take root, sending the venture plummeting to disaster. Subscription Enquiries All this has been just great for TV and print companies which have received several hundred Garima Agnihotri, (0120) 4077837 crore rupees worth of unexpected advertising from online firms. In addition to online firms, it’s boom [email protected] time for them as well. Printed, published, and owned by Prasanna Singh, Publisher, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063.
Printed at Cirrus Graphics Private Limited B-62/14, Naraina Industrial Area, Phase II, New Delhi – 110028. Sreekant Khandekar [email protected] Cover Illustration Gogol CONTENTS
62 50 PLUS
9X MEDIA ADASIA 2011 Local Lingo 40 Manage Change How advertisers BBC.COM and marketers must Eyeing New Territories 42 change to handle uncertainty. SAB TV A Refreshing Change 48 INTERVIEW 12 22 Kelly Clark MEN’S HEALTH Maxus’ CEO on measuring Going Digital 48 success. HDFC LIFE POV 34 The Power of Planning 64 Ra.One Marketing RELIANCE COMMUNICATIONS DISH TV Was the film an advertiser’s Evergreen Romance Question Time BAJAJ ALLIANZ delight or a cluttered Why telcos love a lovey-dovey Dish TV takes on rival Tata Watch That Turn 64 nightmare for brands? couple. Sky with a spoof ad.
afaqs! Reporter, November 16-30, 2011 5 TATA DOCOMO Sponsored by
oday’s mobile consumers pany says. Tata DoCoMo says it is don’t just use their phones getting a good response for services Tto talk, but look for internet like Doctor on Call, which enables access, entertainment content and users to consult doctors 24x7, and GSKCH> GlaxoSmithKline Consumer Healthcare (GSKCH) other data related services. And to Family Tracker that can be used to is all set to enter the breakfast cereals space with the launch cash on this demand, Tata Docomo track one’s kids. of oats under its Horlicks brand. The company will roll out has introduced services like Doctor Smart Home is another unique Horlicks oats in the south initially. It has been test marketing on Call, Family Tracker, Tutor on solution which enables users to the product in select southern markets. Packaged ready-to- Mobile and Smart Home solution– watch a video of their homes and its cook oats is an emerging category with an estimated market some of these services are being surroundings (depending on where size of around `200 crore and growing at about 25 per offered for the first time in the coun- you install the camera) from any- cent. It will compete with PepsiCo’s Quaker, Kellogg’s and try and have been well recieved. where in the world. Marico’s Saffola. Tata DoCoMo, in which Japan’s While these services have just biggest operator DoCoMo has a been introduced, the company is 26 per cent stake, betting big on them. It Besides ramping Liberty> The footwear company plans to raise `500 crore has been bringing already offers services up the number as part of its expansion plans. The company is looking to in innovative value like Docomics (com- of stores in India, ramp up it retail stores apart from modernising distribution added solutions. The ics on mobile), prayer, and warehouse infrastructure over the next strategy seems to be career counselling on the company three years. Liberty is also planning paying rich dividends mobile and the blood wants to venture to expand its overseas presence MARKETING as Tata Teleservices line club for blood overseas. by entering South Africa and Maharashtra (TTML) DoCoMo is known donation requests. Russia. It uses Hrithik Roshan as which is part of Tata Apart from these, its brand ambassador. Docomo and is a list- for its cutting Tata DoCoMo offers ed entity within the other plain-vanilla ser- edge, high-tech The US based agri-business major plans to re- group, has reported vices like caller ring Cargill> VAS offerings. enter the packaged food market in India with staples and that VAS forms more back tones and ring cereals in the next two years. The company also plans to than 33 per cent of its By partner- tones through several extend its edible oil brands Nature Fresh and Sweekar, which revenues. ing with Tata tie-ups with content it recently acquired from Marico, to the packaged food seg- The figure is one Communications providers. For instance, ment. The company could also consider the option of aquiring of the highest in the some time back dur- domestic staples brands. Cargill is among the largest whole- industry beset with it has been able ing the Independence sale suppliers of domestic and imported food grains to the the problem of low to bring some of Day celebrations it private sector processed foods companies in India. average revenue per offered exclusive access user (ARPU) due to those services to to AR Rahman’s lat- falling voice earnings. India. est Satyamev Jayathe The American Kenneth Cole> The American clothing brand has entered Most Indian telcos album. clothing brand into a deal with Reliance Brands, to retail its collection of have seen the profit margins shrink. A major contributor to the com- men and women’s apparel and accessories in 25 stores Here’s a look at pany’s soaring revenues is Tata has joined hands across India over the next five years. Kenneth Cole and Tata DoCoMo success Photon+, a CDMA high speed with Reliance Reliance Brands have signed a licencing agreement for retail strategy: DoCoMo in Japan is known wireless broadband service, which Brands to set up and premium wholesale distribution in India. The agreement for its cutting edge, high-tech VAS according to sources has close to 25 stores in India includes opening of ‘‘dual offerings. And by partnering with 42 per cent market share. Photon gender’’ retail stores across Tata Communications it has been doesn’t offer just internet but mobile five cities initially. able to bring some of those services TV as well. to India. “Thanks to our partner- “The other major chunk of the ship with DoCoMo we are miles VAS business comes from the enter- Westinghouse Electric Corporation> ahead of competition on the value prise segment–some it from Tata US-based consumer durables firm has added services front, and we will group companies like TCS and Tata entered the Indian home appliances market. continue to focus on this segment to Motors. TCS also sells these services The company is targeting sales of `200 enable better customer experience,” as system integrator,” says, the com- crore in the next three years with an investment of `70 a spokesperson of the com- pany spokesperson. crore on marketing and product development in the next three years. It is aiming to acquire a significant share of the estimated `6,000 crore home appliances market, currently QUOTE OF THE FORTNIGHT dominated by Philips and other homegrown firms such as ‘‘There are definite early Usha Lexus and Bajaj Appliances. indications of a slowdown but the picture will become United Breweries> The liquor behemoth is planning to clearer once the sales figures launch new wine brands in the next 3-4 months. The com- pany’s wine sales in the last six months have grown at a for November and December rate of nearly 80 per cent. The company is also marketing come in.’’ the imported French wine brand Bouvet Ladubay it acquired some years ago. The company has a sizeable range of wines VENU SRINIVASAN, MD, TVS MOTOR COMPANY IN THE ECONOMIC TIMES ON DECREASE IN DEMAND OF TWO-WHEELERS. straddling the entry to premium segment. According to the Indian Wine Association, the total market for wines in India is in the range of 15-18 lakh cases in a year.
6 afaqs! Reporter, November 16-30, 2011
NGC Sponsored by
ational Geographic day at 8 PM. Network is looking ahead The series is being extensively Nto increase its focus on local promoted through a 360 degree mar- content creations. The company has keting campaign including outdoor joined hands with Nissan to launch advertising, print and radio. BBC Knowledge> On the completion of its first year a six-episode adventure reality show Nissan and National Geographic in India BBC Knowledge brought out a special issue in 3D titled X-treme Trail. Channel are also holding a contest earlier this month, in sync with the theme of the issue titled Interestingly, as a first-ever wherein participants can log on to Space. While the international edition of BBC Knowledge attempt by National Geographic www.natgeotv.co.in/xtremetrail, and caters to a much older audience, in India however, the Channel (NGC), the show will be submit their ‘X-treme adventure’ magazine caters to youth between 13-19 years of age. The simulcast on other network channels, stories. anniversary issue is being promoted through a 360 degree MEDIA too, in order to build an upthrust for The four best entries will win a trip campaign, to engage with youngsters. the overall reach of the show, there- to Rishikesh. Reliance Netconnect is by aiding to increase the audience the co-sponsor of the show, while time spent on the channel. Bridgestone is its other sponsor. autojunction.in>The integrated auto e-commerce portal Ramon Chibb, NGC already by Mjunction Services (a joint venture between Tata Steel and senior vice-president, executes one big SAIL), autojunction.in, has entered into a strategic partner- content, National local property called ship with the ABP Group’s English daily, The Telegraph. The Geographic Network Mission. Under this, first issue of the supplement, titled autojunction.in, is slated India, says, “Adventure NGC has already pro- to be published in the first week of December. The initial print run of the supplement will be four lakh copies. autojunction.in and exploration is in duced content such will be responsible for content generation. the DNA of National NGC has as Mission Air Force Geographic Channel. titled Udaan, Mission Our association with launched the Navy, and the recent Nissan for X-treme adventure real- Mission Army called The contest will NDTV Profit> NDTV Profit and Hero MotoCorp have Trail will help bring Desh ke Rakshak. give an opportu- launched a contest, A Search for India’s Stock Market Hero, ity show X-treme that will give an opportunity to the stock market enthusiast out the powerful Recently, the chan- nity to the stock to win up to Rs. 2 lakh every day for the next three months. imagery of the extreme Trail that will be nel also worked on market enthusiast Viewers have to answer two Indian terrain through simultaneously the ‘Inside Kingdom questions seen on the chan- an adrenaline pump- of Dreams’ project, in to win up to Rs. 2 telecast on other lakh every day. nel across four time bands ing drama. Also, for which it showed how from 8 AM to 3.30 PM. the first time, a real- network channels the Kingdom is built ity adventure show on of the group. and put up. NGC will be telecasted Meanwhile, apart simultaneously on four from Hindi, the locali- Radio City> Radio City 91.1 FM has joined hands with Research In Motion (RIM) to promote the Aptitude channels - NGC, FOX Traveller, sation strategy will also be pushed Competition for Excellence -ACE 2011, an inter-collegiate ini- STAR World and Channel V.” across all the other regional lan- tiative. ACE 2011 will see participation from students across X-Treme Trail will showcase the art guage channels - Tamil, Telugu and 40 colleges in Bengaluru. Radio City 91.1 FM along with RIM and science of off-roading through Bengali. will also execute and promote ACE 2011 across various col- the journey of eight contestants on While the strategy will help the leges. Aside from on-air promotions, the FM team will jointly the show. As part of its association channel attain newer audiences on conduct the aptitude test across the 40 participating colleges. with Nissan, the chosen contenders board, it will also help in getting will show their mettle on the road in fresh brands on board through con- the SUV from Nissan - The X-trail. tent integration, the channel notes. The winner will Bloomberg UTV> The English business channel, The final winners will get a chance to NGC will convert its Mission Bloomberg UTV, has roped in film actor and social activist pay homage to the Indian Army sol- property into annual ones, wherein receive funding ` Rahul Bose to host the second edition of its reality show The diers as their final drive takes them to the next programme created under of up to 5 crore Pitch. It will see some of India’ s prolific business leaders the highest battlefield on earth, the the banner will be Mission Arctic. The from the Mumbai designing and assigning tasks for the finalists. The entrepre- Siachen Glacier. new reality property will be aired in Angels. neur who makes it to the end will receive funding of up to `5 The show premiered on March 2012, and will see an expedi- crore from the Mumbai Angels to execute the business plan. November 5, and is aired every- tion visit the Arctic region.
i1 Super Series> Machdar Motorsports, promoters of i1 QUOTE OF THE FORTNIGHT Super Series have roped in Ten Sports as the official broad- cast partner for the series, which will host its first race in ‘‘Newspapers have lost the January 2012. There will be a host of preview, review and on- right to manage real time track shows along with original live studio programming over news because of their static during the race weekends. nature. We have to explore ways to create empowerment Cartoon Network> Cartoon Network India is offering its Ben 10 fans a chance to win an experience of a voice part in in a complementary way, not its new CG-animated tele-movie, Ben 10: Destroy All Aliens. A boy and a girl will be flown to Malaysia to voice the part of
SUSHIL KUMAR substitutive way.’’ BHASKAR DAS, PRESIDENT, THE TIMES OF INDIA, ON THE WAY FORWARD FOR PRINT NEWSPAPERS DURING school students, during a dynamic scene in the movie and will INMA CONFERENCE IN THE TIMES OF INDIA. be given a behind-the-scenes studio tour and the opportunity to be coached by a professional recording producer.
8 afaqs! Reporter, November 16-30, 2011
IAA-IC AND MAMI Sponsored by
he Advertising Standards lowed by three technical sessions to Council of India (ASCI) discuss issues and solutions related to Tis currently seeking con- decency in advertising, honesty and sultation and collaboration with truthfulness in advertising and F&B the Ministry of Information & advertising. Each interactive session Rajasthan Royals> Indian Premier League (IPL) cricket Broadcasting (I&B), Food Safety will have speakers representing the team Rajasthan Royals (RR) is on the hunt for a Mumbai- & Standards Authority of India advertising industry, regulators and based creative agency for the forthcoming season. RR is (FSSAI), and the Department of activists; it will be moderated by TV already in talks with a few Mumbai-based agencies. The Consumer Affairs (DCA) to support anchors with expertise in the field of search for a media agency will follow soon after the creative and encourage the self-regulatory advertising. agency’s appointment. The incumbent agency for RR is mechanism on advertisement con- In India, there are several laws Quadrant Communications. This year, the team is planning tent. As part of this collaborative regulating the content of advertise- to focus more on digital and on-ground activation, especially effort with the government and civil ments, and consumers are protected during the run up to the tournament. society, ASCI will organise a confer- from misleading and deceptive adver- ence in New Delhi on November 17. tisements through the enforcement Titled ‘Strengthening Indian National Congress> The Indian National Self Regulation of Congress party has called for a creative pitch. The political Advertising Content’, party is scouting for partners for the forthcoming assembly the conference is likely elections in Uttar Pradesh and Uttarakhand, scheduled for to witness participation early next year. The pitch process is underway in Delhi. from regulators, leg- Agencies such as JWT, Percept/H, and Crayons Advertising islators, activists and of such laws. are part of the process. Interestingly, the media and creative As part of its mandates were being shared by both Crayons Advertising and
ADVERTISING members from the However, it has efforts to work JWT until now. advertising industry. been observed that Commenting on closely with the the initiative taken the effort, I Venkat, by advertisers, agen- government and Qatar-based news channel Al Jazeera has chairperson, ASCI, cies, media, and other The total media Al Jazeera> called for a creative as well as media pitch. The process is says, “It has become civil society, concerned parties to budget for Al currently underway in Mumbai. The pitch is necessary to make all to promote impose self-regulation Jazeera’s India specifically for a new, international English related stakehold- better self- through a voluntary launch is around TV network scheduled to be launched in ers aware of the work code of conduct on `4 crore. India by the end of this month. Sources ASCI is doing, and regulation, ASCI the content of adver- inform that Al Jazeera plans this launch in motivate them to use will organise a tisements has resulted association with DishTV. The total media ASCI’s services at in institutionalising a budget for this launch is pegged at `4 crore. all possible points to conference in robust self-regulatory encourage the self-reg- New Delhi this mechanism. ulatory mechanism on Month. ASCI, the 26-year- Adani Realty Business and M2K Group> The joint advertisements.” old organisation, venture (JV) company of Adani Realty Business (part of the ASCI has invited is instrumental in Adani Group) and the Delhi-based M2K Group, has called for Ambika Soni, minister of information addressing intra-company disputes a creative pitch for its forthcoming residential projects on and broadcasting and K V Thomas, on the content of advertisements, its 41-acre plot along the Dwarka-Manesar expressway. The minister of state, for food, consumer and resolving individual complaints pitch process is currently underway in Delhi. The size of the affairs and public distribution, along on advertisements raised by citi- business is estimated to be around `15 crore. with other stakeholders, to arrive zens and consumers. Currently, the at a sustainable solution on how to rules under the Cable Television make the self-regulatory mechanism Networks (Regulation) Act require of ASCI even more effective and that no ad which violates the ASCI ad Cobra Beer> Cobra Beer is looking for a Mumbai-based efficient. code can be carried on TV. Recently, creative agency after carrying out a brand redesign. The Venkat, Soni and Thomas will several ads have come under the I&B size of the business is estimated to be around `10 crore. address the inaugural session of the ministry’s scanner for having “inde- The creative partner will be instrumental in designing conference. This will be fol- cent” content. communication for both above-the-line and below-the-line advertising. The Cobra redesign was completed by brand and product design consultancy Echo, which was appointed in QUOTE OF THE FORTNIGHT January after a multi-agency pitch. In 2006, Euro RSCG had won a multi-agency creative pitch for Cobra Beer, and MPG ‘‘The focus on the creative had been appointed as the media agency. councils at our networks is critical because they have >> ACCOUNT MOVEMENT great creative minds. I > Orchard Advertising has been awarded don’t accept the notion that the creative mandate for Dwarka Milk, the creative hot shops do better flagship brand of the Unizonn Group. The agency’s creative work.We have been Mumbai branch will handle the account. The media mandate has been handed over to MediaVest. The overall media budget for the upcoming ad campaign for the brand is able to prove that wrong.’’ pegged at `30 crore. Earlier, the creative duties for Dwarka Milk were being handled MICHAEL ROTH, CHAIRMAN, INTERPUBLIC, ON THE ABILITY OF BIG by an in-house team. The brand is looking at a media mix comprising TV, print, radio, SUSHIL KUMAR NETWORKS TO BE NIMBLE FOOTED, IN BRAND EQUITY. digital, outdoor and activation elements in order to achieve this objective.
10 afaqs! Reporter, November 16-30, 2011 This Diwali
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International Leaders and India’s Foremost in Work-Life Benefits, Rewards and Loyalty Solutions edenred.co.in TELECOM BRANDS Evergreen Romance Telecom brands don’t tire of using the concept of romantically inclined young couples in their ads. After Airtel and Uninor, Reliance too jumps on to the bandwagon. By Ashwini Gangal
n a bid to establish the superiority and reli- ability of its network in an extremely cluttered Imarket, Reliance Communications recently rolled out a four-film ad campaign crafted by Grey Worldwide. The creative route used here is a playful skirmish of sorts between a young couple played by actors Anushka Sharma and Rannvijay Singh. The tone is light-hearted and flirtatious. The idea is hardly original. It has been flogged by several telecom brands in the past. There was an Airtel campaign some years ago featuring Vidya Balan and Madhavan that bore a similar look and feel. It was all about playful oneupmanship between the couple. ative director, Saatchi & Saatchi, showing a playful Saif Ali Khan and real life beau Kareena Kapoor couple fight over petty issues is a sure-shot way to did something similar. But this time for Airtel’s grab attention of the young Indian consumer. He DTH service. Airtel’s balance recharge offering attributes this to the fact that romance is an Indian was promoted through a playful fight between weakness. “For Indian youngsters, a romantic Sharman Joshi and a lesser known actress who relationship is the most relatable relationship; it plays his angry, suspecting girlfriend. is more endearing and recognisable than other Uninor has also highlighted some func- relationships such friendship, or the one between tional benefits such as discounts and parents and child,” Shastry says. talktime-related offerings through a similarly Also, perhaps going the couple route is the best dripping-with-romance TVC, albeit featuring way for telecom brands to bring out functional lesser known actors. Amitabh Bachchan and Jaya product benefits while retaining the emotional Bachchan in the recent Tanishq commercials brand appeal. “The emotional aspect of the brand have been portrayed as the couple with the usual, (Left) Mehra and Akali: romance does it comes out better when it is showcased through a lighthearted ‘Mars versus Venus’ differences, in a romatically inclined couple.” he claims. category usually dominated by product shots and the idea? Is telecom advertising so bereft of ideas For Leo Burnett’s national creative director, the ‘beauty’ premise. we see old wine repackaged in new bottles ever so K V ‘Pops’ Sridhar, the explanation is simple. While the relationship shared by the couples often? He feels that telecom brands simply ride on the featured in these ads keeps changing from cam- chemistry that celebrity couples bring to the table, paign to campaign the overall concept remains the EXPLORING THE ‘WHY’ ASPECT as “brands try to exploit factors that are already same. And endearing as it is, industry experts say e asked some brand and communication established”. that re-visiting this creative plot time and again, Wexperts why this tried and tested, clichéd However, for Leo Burnett’s executive creative is a bit like re-inventing the wheel. What makes imagery keeps cropping up. advertisers and brand going back time and again to According to Ramanuj Shastry, national cre- >>
TNS DIGITAL LIFE STUDY spends are generating vast amounts recognised the vast potential audi- of ‘digital waste’. ences available to them on social Shailendra Gupta, associate vice- networks; however, they fail to Online Animals president, TNS India, explains, understand that these spaces belong “Digital waste is the accumulation of to the consumer, and their presence thousands of brands rushing online needs to be proportionate and justi- The power and reach of social media platforms without thinking who they want to fied.” The study also shows that 47 is mind boggling today. But not many brands are talk to and why. Many brands have per cent of global digital consumers now comment about brands online. using them cleverly. By Ashwini Gangal This figure is as high as 63 per cent in the case of Indian consumers. NS, a Kantar company and make a purchase. The result is ‘noise’ that pollutes the part of WPP, has released Firstly, TNS’ research reveals digital world, and makes it harder Tthe findings of its Digital that if the efforts taken by brands for brands to be heard, thus pre- Life study. The findings are a com- online are not carefully targeted, senting a challenge for businesses prehensive view of how more than they are wasted on nearly half of trying to enter into a dialogue with 72,000 consumers in 60 countries Indian consumers as they don’t consumers online. behave online, and why they do want to be bothered on social net- “Winning and keeping customers what they do. The study asked con- works. Another interesting finding is harder than ever,” says Matthew sumers around the world whether is that 57 per cent of social net- Most Indian users Froggatt, chief development officer, they actually want to engage with work users in developed markets don’t want to be TNS, in an official communiqué. brands on social networking web- do not want to engage with brands sites, either to find out more, or to on social media. As a result, digital bothered. >>
12 afaqs! Reporter, November 16-30, 2011
WORLD GOLD COUNCIL Safe as Gold With uncertainty about the broader economy and volatile stockmarkets, WGC urges consumers to invest in gold this festive season. By Anushree Bhattacharyya
ver the years, jewellery brands have cel- ebrated women and womanhood. And Othe festive season is the best time to reiterate the emotional connect women have with the yellow metal. During this Diwali, World Gold Council (WGC) took an unusual route and re-positioned the relationship between gold and women, by asked them to buy gold as an invest- ment rather than as a mere ornament. Conceptualised by BBH India, the TVC shows an old talking to her daughter-in-law. It’s the festive season, and the older lady tells her daugh- ter-in-law that she would like to gift her something special and expensive– a gift received from her husband on investing in the much-treasured stronger with time.” In the past jewellers have their 10th Diwali together. The happy yellow metal.” emphasised the attributes of purity, and the orna- daughter-in-law expects something According to Tiwari, the mental aspects of gold. very special, but to her dismay gets TVC has been created to drive Talking about the idea of positioning gold as an an old and battered television set. A home the point that Diwali investment factor, Partha Sinha, managing partner, voiceover then says that had her hus- can be seen as a time to reaf- BBH India, says, “Over the years, most jewellery band invested in gold 10 years ago, firm wedding vows, or tell a brands targeted the ‘grihalakshmi’ (woman of the the mother-in-law could have gifted daughter how precious she is. house), who became the brand ambassador for gold jewellery to her daughter-in-law, “The TVC essentially reminds gold jewellery, and at the same time, turned into and would have helped create a better people of gold’s enduring and capitalism’s poster girl. Given that gold is so well- relationship. Towards the end, the everlasting value, how it brings entrenched in our customs and traditions, its use voiceover asks viewers to invest in families closer, and underscores has become somewhat ritualistic. There was thus gold this Diwali, as a better investment that investment in gold, family, a need to show a strong reason to make gold an in relationships. Sinha: festive glitter and relationships only grows inherent part of Diwali festivities and spending. Prachi Tiwari, marketing director, This year, we thought of reducing the ritualistic WGC, says, “As the market development body value of gold and turning it into an asset that is for gold, we aim to drive relevance for gold across In the past jewellers have bought and cherished, and as something which consumer categories and life stages. This festive emphasised the attribute helps strengthen relations with loved ones.” season, we decided to take a very fresh, innova- tive approach to drive home the importance of gold’s purity in TVCs. ##>>
<< !" # messages from his wife/girlfriend, technique to address the youth seg- Akali, national creative director, Grey so that’s the best way to convey how ment as today they account for 40 Worldwide, retorts, “We certainly a telecom brand helps you keep in per cent of the telecom sector’s sales. didn’t start with the premise of a Evergreen... touch with your loved one. Couple romance is something relat- celebrity couple. That said there are “It may be a tried and tested able for this target group,” he says. no copyrights on using couples to director, Nitesh Tiwari, repeatedly route, based on practicality and usage bring forth an idea. using couples in telecom ads could be patterns, it makes sense for these DEMONSTRABLE By that logic, we won’t have so due to either of two practical reasons. brands to take this route,” he says. SUPERIORITY many ‘romcoms’ (romantic com- “Firstly,” he says, “telecom brands, His second reason is that using cou- ccording to the creative team at edies) in Bollywood,” he adds. To by nature, are ples may be the telecom brands’ way AGrey, the most recent agency him, the idea works like a dream. all about help- of moving with the times, as “using to exploit the couple route in its ads His partner, Malvika Mehra, ing consumers couples in their ads portrays how for Reliance Communications, the national creative director, Grey keep in touch relationships have changed over the basic idea was to demonstrate the Worldwide, explains that the team with one years.” brand’s superiority in the commu- wanted to keep the couple real and another, and Though Santosh ‘Paddy’ Padhi, nication and take what the team calls candid and not use the visual imagery what better chief creative officer and co-founder, the overall platform of ‘demonstrable of a typical lovey-dovey, mushy cou- way to depict TapRoot India doesn’t see the cou- superiority’. ple that’s been used by many brands that than ple story as a trend in the telecom When asked why the agency took in the past. “Couples fight, tease each through a category alone. “This could be a to the oft-used couple theme, Amit other, get angry and quickly make couple?” up. That’s the sort of chemistry we But why wanted,” Mehra says. only a couple? Why not Just as in Bollywood, telecom advertisers Clearly, this seems like a winning explore other relationships? Citing too believe that nothing works better than formula that still has plenty of steam his own example, Tiwari jokes that left. any man gets maximum calls or formulaic romantic comedy. [email protected]
16 afaqs! Reporter, November 16-30, 2011
ALLEN SOLLY BOOK A Smarter Look The Story of The brand re-interprets a long-standing proposition in context of the Indian Brands contemporary workplace. By Ashwini Gangal Looking at the journey of the Indian advertising industry through popular campaigns. By Anushree Bhattacharyya
t the recent AdAsia 2011, held in New Delhi advertising stalwarts such Aas Anand Halve, co-founder, chlo- rophyll Brand Consultancy, Anita Sarkar, author, Bal Mundkar, ad veteran and Gerson da Cunha, founding member of Da Cunha Communications, launched their new book AdKatha: The Story of Indian Advertising. Halve said, “The book reflects the socio- economic and cultural changes that the Indian economy, the consumers and the advertising industry have gone through. For example, we have captured the story of Kamasutra con- doms, a brand which became famous at a time ditya Birla Group’s premium apparel brand when population control was all about Nirodh, Allen Solly has rolled out a new marketing “The brand’s mis- an idea promoted by the government.” Acampaign to refresh its ‘Friday dressing’ While the book has been authored by Halve USP. Allen Solly has used the brand positioning sion is to brighten and Sarkar and Mundkar and da Cunha were since the 1990s when it first attempted to intro- up the workplace the project directors. duce a colourful smart casuals as an alternative to Mundkar said, “It astonished me that there bland formal attire. that has become wasn’t a book which went back to the begin- Explains Joono Simon, executive creative direc- monotonous and tor, Ogilvy, Bengaluru, the agency that has worked on the campaign, “As a concept, ‘Friday Dressing’ less fun .” is something intrinsic to the brand. This campaign JOONO SIMON is the ‘2011 version’ of this brand property.” Recall the memorable TV commercial (‘Yellow Shirt’) aired a few years back, in which a man wear- Besides television, Allen Solly is using other ing a bright yellow shirt to work inspires a train full media such as digital, print, and below-the-line of men to follow suit. The current campaign aims activities as well to spread the refurbished brand to re-interpret the same concept within the context message. The brand is also utilising social media of contemporary work life, with the tagline ‘Adios to address its target consumers. On Facebook, the Stressing. Hello Friday Dressing’. brand has launched a new application called ‘What The insights used have a lot to do with the stress brightens up your workplace?’, a tool through Halve: chronicling the journey levels faced by today’s youth at the workplace. which consumers can share their ideas and string “The brand takes up the mission of brightening up relevant conversation threads within the context of ning, and was yet, up-to-date.” The book Allen Solly. Interestingly, the new TV commercial covers the works of 18 top professionals includ- was first shared as a viral on Facebook, before it ing R Gopalakrishnan, Alyque Padamsee, The Aditya Birla Group’s was released on TV. Twitter and YouTube are also Piyush Pandey, Rama Bijapurkar, Sylvester premuim apparel brand being exploited. da Cunha, Ameen Sayani, Rekha Nigam, Ajit Sooraj Bhat, brand head, Allen Solly, claims that Balakrishnan, Ashok Lulla, and many others. . is trying to refresh Allen the brand’s ad spends are double of what a typical AdKatha begins in the late 1700s with apparel brand would normally allocate for a similar Hicky’s Bengal Gazetter, and goes on to bear- Solly’s positioning. campaign. Without revealing figures, he says that ers in pugrees offering Horlicks laced with the media budget this time around is more than brandy. From Taj Mahal Hotel tea dances the workplace that has become less fun and more double of the previous autumn-winter campaign. to early jazz, it covers a range of advertising serious owing to modern-day stress,” elaborates “While TV will be used to create and communi- including Air India and its Maharaja, and the Simon. cate the brand thought, print will primarily be used new age magical Zoozoos, along with India’s The campaign, targets young, working adults,in for creating strong product preference and fashion many triumphs at the Gold Lions in Cannes. the 20-27 age group, belonging to SEC A. The sensibilities. The digital medium will be leveraged The book priced at `1,750 will be avail- result is the ‘Friday Anthem’ TVC. The film is to engage with the consumers,” says Bhat, talking able at leading bookstores. It is published by music oriented. The jingle uses A cappella (group about the media mix. Centrum Charitable Trust. singing without instrumental sounds), and in a Retail-level branding, in-store promotions, vis- Sarkar said, “The book is meant for all those tone that is candid. It is a spontaneous ‘merry ual merchandising, and activations in office spaces who are serious about the ad business, as well dance’ in the backdrop of a stressful office envi- are also on the cards. as those who are curious.” ronment. [email protected] [email protected]
20 afaqs! Reporter, November 16-30, 2011
TATA SKY/DISH TV Q & A Sessions Spoof ads are back. This time Dish TV twists rival Tata Sky’s ‘Poochne mein kya jata hai’ campaign to communicate that it offers far more than what consumers could ask for. By Shibani Gharat
ata Sky may have crafted an entire campaign exhorting Dish TV claims it Tconsumers to ask questions, but Zee’s DTH arm Dish TV seems had no intention of to be the one answering them. Riding on the much-noticed ‘Poochne mein spoofing Tata Sky’s kya jata hai’ campaign of Tata Sky, Dish TV contends that one gets so ads. But clearly, it many offers that there is no need to is more than mere ask anything for more. Earlier, Tata Sky had come up coincidence. with a high-decibel campaign in which the two protagonists Sonu and Cookie profit because they ask the finesse, and has gone unnoticed. “I retailer questions about better deals have not heard many speak about the on Tata Sky. Designed by Ogilvy Dish TV campaign,” he says. India, the campaign used the phrase It may be recalled that in 2008, ‘Poochne mein kya jata hai’. Three something similar had happened on TVCs highlighted various offers pro- the DTH front, when the teaser vided by the DTH player, ending campaign created for the launch of with the line, ‘Pooch dala toh life Airtel digital TV was used by its jingalala’. competitor Big TV, for a series of In the new Dish TV commercial, revealers. the questions asked by the protagonist Vikram Mehra, chief marketing are answered even before he com- officer, Tata Sky, feels that it is a (From left) Kapoor; Avasthi; Mehra: it’s a dogfight pletes the competitor’s way of acknowledging questions. The mes- When asked whether it was a deliberate attempt the Tata Sky campaign. “We, in fact, wish to thank sage is, ‘Itna milega ki to spoof the Tata Sky TVC, Salil Kapoor, chief them for the acknowledgement. Our campaign poochne ka mauka operating officer, Dish TV, says, “We have a bou- has worked pretty well from the consumer, as well nahi milega’. The TVC quet of channels to offer and we wanted to convey as the dealership point of view.” ends with the voiceo- this message to our consumers.” He feels that Mehra says that Tata Sky’s ‘Pooch dala toh life ver ‘Kahin bhi pooch the Dish TV commercial, which was launched in jingalala’ campaign has helped establish that it is lo’. The ad is created October, is not really a spoof, but purely a coinci- a premium, but not an expensive brand. “Earlier, by McCann Erickson, dence. “Why would we do such a thing?” he asks. the premium image was getting confused with and is supported by Abhijit Avasthi, national creative director, being expensive. The TVC has helped break that print and social media Ogilvy India, who has worked on the Tata Sky barrier,” he says. Without taking names, Dish TV’s advertising. campaign, believes that the campaign has clearly Kapoor says that ‘a certain brand’ lacked enquiry While the Tata Sky ads speak about sub- hurt Dish TV, which is why it has resorted to and wanted people to enquire about it. “There scription packages (a value pack under `200, and attacking it with a spoof. “But, I feel the attack is low enquiry about the brand, hence, it coaxes a discount for a second Tata Sky connection), the should have been a little more intelligent than this people to go and ask about it. Life is clearly not so Dish TV ad speaks about a package offering 222 as spoofs only work if done with wit,” he adds. jingalala there,” he adds tongue firmly in cheek. channels for `275. Avasthi also feels that Dish TV’s campaign lacks [email protected]
<< !" out a new tack, avoiding the cliches the young generation, as well as the work on the hoardings do not have usually associated with advertising satirical treatment of the story.” similar satirical treatment, and there- gold. Suraja Kishore, national plan- According to Kishore, the cam- fore, lack the knockout punch,” adds Safe as... ning director, Publicis Ambience paign could have resonated better if Kishore. India, says, “I like the TVC for its the creative agency had also adopted a Kawal Shoor, head, planning, WGC didn’t just depend on the Ogilvy India, says, “People are sit- TVC to drive home the point. It set ting on piles of cash–paralysed by up a hoarding at Juhu in Mumbai, Taking advantage of the depreciating apparent and imagined uncertainty. where it had installed more than value of several assets classes, WGC says The thought and the timing of this 50 old TV sets. The hoarding read, advertising message is spot-on. What ‘This Diwali, invest in something gold is the best investment option. I don’t particularly like, despite its that lasts’. attempt to break communication freshness. Traditionally, Indians youthful tagline, one that could have codes of the category, is the execu- A REASON TO CELEBRATE consider gold as an investment in become a smart repartee to all the tion–corny should be really corny he television commercial was wealth, to be passed on from one mindless spending during Diwali. to be cool. And, this isn’t corny Twell liked in the advertising fra- generation to another. What’s new “From the campaign point of enough.” ternity thanks to the agency trying is the storytelling from the lens of view, the TVC and the rest of the [email protected]
22 afaqs! Reporter, November 16-30, 2011
FORMULA 1 All Fired Up Samraat Dash, a creative director with Euro RSCG took part in last month’s F1 India GP as a fire marshal. He shares the experience of a lifetime. By Nandana Das
d men are known to be a passionate lot, and their passion is not necessarily restricted to Aadvertising. Samraat Dash, creative direc- tor, Euro RSCG, was recently spotted at the Formula 1 (F1) race held in India, indulging his passion for fast cars. During his maiden stint as a fire marshal in the race, Dash was seen dousing the (Top right): Dash with the fire off Ferrari’s Felipe Massa’s car. Ferrari that crashed; with Talking about his passion, Dash says, “Along Ferrari’s Massa with advertising, F1 is one of my enduring pas- sions. Naturally, I have always been very fond of driving fast cars, and not particularly fond of the before his Ferrari came to slower ones.” a halt.” Recently he became a part of the motor racing fraternity. “I finished second runners-up in the THANKSGIVING National Autocross Championship 2009, in the es, being in advertis- open model class. Apart from this, I intend to take Ying is a demanding part in the Raid de Himalaya rally to be held in job. Because of work pres- 2012.” He even cherishes the memory of how he such as Germany, the UK and Italy.” sure, it sometimes is difficult to manage one’s job was a part of history when he went to watch the and unrelated passions. first F1 night race in Singapore in 2008. THE D-DAY Giving a piece of advice, Dash says, “Juggling Being familiar with his racing history, the n the final day of the race, following a one’s profession with other passions is not that dif- motor racing fraternity invited him to be a part Oclash with McLaren’s Lewis Hamilton’s car, ficult a job. Work hard - then go to your boss when of India’s first-ever F1 race. Dash chuckles, “One Massa’s car slammed a kerb, which broke the front he is pleased with you, and ask for leave. Your boss fine day, I got a call from Raj Kapoor, an official left suspension. will surely grant it, which in turn can help you fol- who headed the fire marshal team. As he knew Dash says, “When I saw smoke coming from low your other passions.” me well, he asked me whether I would like to be a the back of his car as it slid into Turn 12, I jumped Dash says he is grateful to Satbir Singh, manag- part of his team as a fire marshal, representing the into the race track with my fire extinguisher and ing partner and chief creative officer, and Sushant country. I agreed readily.” pumped out the foam into the fire, extinguishing Panda, managing partner and chief executive offic- the flame in seconds, before even Massa could er, Euro RSCG, for letting him pursue his other NOT AN EASY TASK actually stop his car.” interests. ecoming a fire marshal, that too for the F1 A proud Dash adds, “Later, when I met Massa, As a travel photographer, Dash also goes on Brace, was not an easy job. Dash had to go he seemed pleasantly surprised with my reaction photography expeditions across the country. The through a lot of rigorous training. He had to attend time as I was fast enough to put out the fire even last such expedition was to Ladakh, he says. week-long training programmes in the Buddh “I will be back in the coming season. International Circuit in September and October. And, who knows, maybe I will put out the He recalls, “We stayed in the games village Dash works hard to keep fire in Schumacher’s Mercedes,” he signs off. during the course of the race. The experience was his boss happy so that he The German legend may not be very happy to memorable and rewarding. I got the opportunity hear that. to meet other fire marshals, from various countries grants him time off. [email protected]
New campaigns across television, print, out-of-home and digital media. TELEVISION
BOSCH BIRLA SUN LIFE INSURANCE MURUGAPPA Engineers interview customers to ascertain if they are A young couple narrowly escapes a fatal accident and The new corporate campaign portrays the theme ‘One worthy of carrying home the company’s washing machines. discovers the virtues of insurance. Energy’, highlighting all the company’s brands. Creative Agency: Ogilvy India Creative Team: Abhijit Avasthi, Harshad Rajadhyakshya, Creative Agency: JWT India Kainaz Karmakar, Sangeeta Lerner, Rajeshwari Rao and Creative Team: Tista Sen, Nandita Chalam, Dipesh Creative Agency: Interface Communications Meera Ganapathi Kowarkar, Siddharth Joglekar, Kunjika Talpade Creative Director (Copy): Suresh Kailash Production House: Footcandles Films Planning: Rajesh Mehta Creative Director (Art): Ashutosh Joshi Director: KM Ayappa Production House: Chrome Pictures Production House: Nebula Films Producers: Anand Menon and Amarjeet Phukan Director: Amit Sharma Director: Subodh Poddar PRINT
ICICI PRUDENTIAL LIFE LAVAZZA INDIA TUPPERWARE INSURANCE Emphasising its Italian roots, the Colosseum, takes the There’s a woman in a chef’s hat. The copy refers to the new Chintamani offers his five insurance mantras. shape of a coffee mug. season of the hit TV show Masterchef.
Creative Agency: Broad&Wide Creative Agency: Lowe Lintas Creative Agency: August Communications Creative Director: Shashank Harwande Creative Director-Art: Abhishek Dey Copy Writer: Manish Bhatt/Vivek Dhyani Art Director and Illustrator: Dinesh Bendre Creative Director-Copy: Ankush Pande Creative Director: Reuben Bhattacharya Copywriter: Sudeep Sohni Copywriter: Shahvan Kaikobad Art Director: Kshitij Chandel Visualiser: Sachin Chawan Art Director: Rushita Bhatadye OOH DIGITAL
MTS AMUL PLAN INDIA The outdoor campaign shows a cut-out of a hand holding The creative outdoor campaign for Amul is a play on The banner shows the face of a smiling girl called a giant MTS data card placed on a mobile van. The idea the recent spot fixing verdict that went against three Kamlesh. It is an ad for Plan India, an organisation that behind the campaign is that the data card is a powerful Pakistani cricketers. works to improve the lives of underprivileged children. tool in your hand as it gives you freedom to be mobile, and The copy is a first person account from the girl about how unhindered control over internet connectivity. she is living on her dreams.
Agency: Apex integrated marketing Agency: daCunha Communications Exposure: Mumbai Exposure: Pan India Creative Agency: BBDO, India
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30 afaqs! Reporter, November 16-30, 2011
OBITUARY Anshu Banerjee An Ogilvy stalwart and a guru to a whole generation of Kolkata admen, Banerjee was revered and respected for his ability to nurture talent. By Devina Joshi
dvertising veteran Anshu him when the Brooke Bond business Banerjee is no more. He passed moved from Kolkata to Bengaluru,” Aaway on November 1, 2011. he says. “He had a knack of making Banerjee was an Ogilvy stalwart. He young people feel at ease, of making headed the agency’s Kolkata office them talk. People sought his opin- through the 1970s and 1980s. He also ion over various issues, as he was the served as a director on the Ogilvy India one with the most unique approach, board until the early 1990s, post which the most unpredictable ‘I-wish-I-had- he retired, while still continuing as a thought-of-that’ kind of way to solve consultant to some of the agency’s cli- problems.” Mohan Menon, direc- ents for a while. tor, Chennai Business School, was Banerjee’s association with Ogilvy a copywriter during the days when goes back to the time when it was Banerjee headed Ogilvy, Kolkata. He called Benson & Mather. He started says, “I first met him in 1974. He was his career as a journalist with Amrita a great, fun person, lovely to work Bazaar Patrika, and later joined adver- with.” Nirmalya Ghosh, administrative tising. He worked at several agencies 1930-2011 officer, Birla School of Management, including JWT (then HTA), MAA, and and who is quite emotional about his Ogilvy. ex-boss recalls an incident. Post his Deeply saddened by this loss, Sumit trip to Auckland, Mullick returned to Roy, founder-director, Univbrands says, “I many a brand, including Bru, and Eveready India, and on the first day after his return, am understandably biased. Banerjee brought Torches (‘Jeevan Sathi’ and ‘Commander’). he invited Ghosh out for lunch during office me into the world of advertising in 1973, and Roy further adds that Banerjee was amongst hours. The duo had a leisurely lunch and on then groomed me over 14 years.” Roy recalls the first to encourage Mullick to take up the their return, Banerjee commented that a crea- asking him once what he enjoyed most about role of NCD at Ogilvy India. tive director (pointing at Mullick) can stroll in advertising. “He gave a paternal smile and said Banerjee also authored a book titled ‘The at 3 PM, but not account executives (hinting ‘to see people grow’. And yes, it’s true. Many Business of Advertising’, which traces the at Ghosh). “That was my lesson number one of us such as Bunny Suraiya, Derek O’Brien, evolution of advertising from Babylonian from the man,”recalls Ghosh. and Nirmalya Ghosh are products of his the times, until the advent of social media in 2005. When Banerjee walked into the office, all garden he nurtured with care,” Roy says. R Sridhar, innovation coach, Ideas RS, the beer bottles were stashed away quickly Suresh Mullick was Banerjee’s creative part- recalls his days of serving with Banerjee on before he saw them, remembers Ghosh. ner at Ogilvy Kolkata, and together, they grew the Ogilvy board. “I worked very closely with [email protected] Amitava Guha Colleagues mourn the passing away of the fun-loving AVP media marketing at HT Media. News Bureau
ondly referred to as Goldie da, College, Kolkata was known for his the fun-loving Amitava Guha sound advice and fun-loving nature. Fbreathed his last on November 4. According to his close associates, he The 56-year-old industry veteran suc- strongly believed in the adage ‘have cumbed to septicemia. food as medicine, else you will have The assistant vice-president, media medicine as food’. “He gave us lots of marketing (international business) at reading material on marketing, read- HT Media, is survived by his wife and ership and consumer behaviour, and a daughter. Guha started his career stressed on the need for developing with the Ananda Bazar Patrika Group knowledge. He believed that knowl- in Kolkata and later moved to Mumbai edge is very important and he always and was associated with several adver- told us to remember that we sell mind tising agencies. In 1986 he shifted to products,” says R Rajmohan, publish- Delhi and made a comeback to media er, Open Media, whose association by joining The Times of India. After with Guha dates back to 1987, when a few years, in 1992, he moved to Rajmohan was interviewed for the Hindustan Times as advertising man- post of a trainee at The Times of ager and handled many key positions India, with Guha on the interview 1955-2011 at the company. An arts graduate from St Xavier’s $%>>
32 afaqs! Reporter, November 16-30, 2011
Was Ra.One an Advertiser’s Dream or a Cluttered Nightmare for Brands? In probably the biggest-ever marketing blitzkrieg of its kind, the Shah Rukh Khan starrer tied up with over 25 brands for co-branding. Did this association benefit the brands? By Shibani Gharat ' + *( &' ( ) * + (, COO, P9 Integrated Founder, Nobby Brand Architects CEO, UTV Indiagames Business Director, Liquid Thread SUSHIL KUMAR SUSHIL KUMAR SUCCESS DEPENDS ON AS FAR AS A RA.ONE HAS WORKED BRANDS ARE FALLING WHAT THE BRANDS CO-BRANDED WELL FOR UTV OVER EACH OTHER WANTED OUT OF EFFORT WITH A INDIAGAMES, AS IT WAS IN TRYING TO GET THE TIE-UP. IF THEIR FILM IS CONCERNED, THE SINGLE LARGEST INTO RELATIONSHIPS OBJECTIVE WAS A BRAND’S DOWNLOADED GAME WITH DON 2, THANKS TO GET ON TO THE ASSOCIATION SHOULD FOR US. TO THE RESULTS OF ENTERTAINMENT STAND APART AS WE HAVE BEEN BRAND ASSOCIATIONS space then they have achieved unique. Only then is the purpose associated with Ra.One from with Ra.One. it well. If their objective was of such an association served. around nine months prior Each year, Khan has one large to generate brand recall and Twenty-five brands trying to its release. We were one movie that differentiates itself create brand visibility, then to share a single platform, no of the few brands associated from the rest. Ra.One’s market- they have failed miserably. matter how successful, is a lit- with it even before the buzz ing has worked as far as the box But since they jumped tle too much. In case of in-film around the movie had gath- office is concerned. As a conse- on to the bandwagon they advertising, the showcase of ered full strength. quence, the movie should have must have certainly given it a a brand name or mention of a I believe that children have worked for the brands as well. thought. Many got on when brand needs to be weaved very been the biggest consumers The disappointment is how there were already 18-19 well into the story. For example, of the movie and brands that some brands seemed to think brands on board. if Videocon is doing an in-film had aimed to target children that the association ended with The lack of choice of plat- branding and there is sequence with their association with their signing a contract with the forms could be one of the in the movie that needs to be Ra.One benefited the most. film. They thought little of how to reasons that brands decided shot inside an electronic goods I have two children and I leverage the association beyond to get on to a single platform showroom, then Videocon should cannot count the number of the logo presence. such as Ra.one. This thought is milk this opportunity. times that we must have vis- However, a few did succeed. rooted in a belief that if a film In Ra.One’s case, I believe the ited McDonald’s to purchase Western Union Money Transfer’s is overhyped, it is good for the brands jumped because of Khan’s Ra.One merchandise. Even spots were highly visible as they brand. Brands need to put in association. But if you look back, platforms like Google+ and were skewed towards prime more strategy in order to reap you cannot tell the brands associ- Youtube seem to have gained time and high-impact buys. decent benefits out of their ated with Ra.One’s from those considerably owing to their McDonald’s, Nerolac and Cinthol alliance with a film. associated with Khan alone. association with the movie. Deo used the association smartly Embedded content has to From a gaming point of view, by linking it to sales be seamless otherwise it looks I believe that we hit the bull’s extremely jarring. eye with Ra.One.
34 afaqs! Reporter, November 16-30, 2011
38 on television.Thatfigureleaptto At thisratetheycouldendupcloseto close to online brandsoccupiedprintadspaceworth advertising inprintmedia.It’sestimatedthat years ago. for 2011–morethansixtimesthatwerespenttwo Radio issmaller,butspendsstillwentupfrom 2009, onlinecompaniestogetherspent ad spendsonTVbyastaggering445percent.In two years,onlinecompanieshaveincreasedtheir And areequallyvisibleonprinttoo. Cokes andtheAirtelsofworldontelevision. Well, theyallshareadspacewiththePepsis, ` quadrupled to year (January-October),that figurehasalmost be itprint,televisionorradio. associate companies–which use theirownmedia, do notincludespendsbymedia houses–ortheir way pastthepreviousyear’sfigureto October) adspendsbyonlinebrandshaveraced 2010. Thisyear,injusttenmonths(Januaryto W 4.5 crorein2009to The storyisnodifferentwhenitcomesto According toindustryestimates,inthelast afaqs! Reporter, November 16-30, Many onlineplayersare ` 266 crorebetweenJanuaryandOctober. ` the factthattheyareonlinebrands? Communitymatrimony apartfrom Olx, Quikr,Yehbhiand hat iscommontoFlipkart, 30 crore.Thesefigures,however, GONE OFFLINE RN VRADIO TV PRINT ` 7.7 crorein2010.This 2011
` 201 crorein ` ` ` 315 crore. 58.4 crore 400 crore stepping outto INTERNET ADVERTISING business. for instance,consumedprintmediaspaceworth deal withtheTimesGroupsometimeago), kind ofmoney.Naaptol(thathadaprivateequity linked orownedbrandwouldhavespentthat names aresostupendousthatonlyamedia- The advertisingspendsagainstsomeoftheir Group propertieslikeMagicbricksorIndiatimes. The heavyinvestmentin erN.o el Value($million) No.ofDeals Year 01 5394 45 2011* oa 1 691 115 Total An exampleoftheabovewouldbeTimes PRIVATE EQUITYDEALS 001 67 85 146 17 21 32 2010 2009 2008 has allowedthem to online companies advertise heavily. By AnushreeBhattacharyya aggressivelyadvertiseon Source: VCedge, * Till 19October2011 traditional media I media. RaviVohra,vicepresident (marketing), budgets online.Therest goes intotraditional per centoftheirtotaladvertising andmarketing traditional advertisingroute. brand buildingintensified,theymovedtothe websites. Asthesearchfornewcustomersand invite potentialcustomersontotheirrespective ` themselves? companies tousetraditionalmediashowcase would certainlydistorttherealpicture. be unfairbutincludingtheiradvertisingspends using theonlinemediumtogenerateleadsand For long,digitalbrandswerequitehappyabout offline advertisingrushamongdigitalbrands. spread itsmessage. pioneer thatwenttheTVcommercialswayto again. Bharatmatrimonywasanotheronline comeback in2010andtookthestagebystorm Sadu TVC.Afterahiatus,Harimade Two yearsafterthiscametheunforgettableHari a painful,irritatingbossatthecentreofthings. 555 crorethisyear.Leavingthemoutmight in 2004,itcameupwithitsfirstTVCthathad t wasNaukri.comthatstarteditall.Wayback Today, mostonlinecompanies spent20-30 What isitthatpullingsomanynewage Success storieslikethesesparkedoffan INSPIRED MOVE togetmore
GOGOL
Flipkart, one of the largest advertisers PRINT FOR DEALS... the metros into smaller town on TV among online brands, says, India. However, modern retail has “Traditional media helps create a not been able to keep pace with feeling of reliability and authenticity 50 demand–in large part because of amongst consumers.” Is this trend 40 India’s crazily expensive retail real the proverbial flash in the pan? No, estate rentals. In contrast, the internet, 30 believe industry experts. They opine and especially mobile internet, is
that this trend is here to stay and will - expected to record explosive growth
` 20 continue to grow together with the (but with just 8 million users,
10 digital business. mobile internet hasn’t taken off). In 0 conclusion, goes the investor logic, IT IS EASIER NOW Sastalo MMT Yatra 22 best- Mash Audio Future Nevisash Travelocity Info Edge Ezeego the e-commerce companies would rands such as Naukri and deals Visuals Bazaar Retail be perfectly placed to capitalise on BBharatmatrimony belong to the Source: Mediacom and industry estimates January - October 2011; the boom in consumption, especially era of the dotcom boom, and they beyond the metros. had their own set of challenges. Not ...TV FOR ALL-ROUND REACH... While heavy funding has allowed every online brand could afford to companies to advertise on mass media, advertise on mass media back then. a cynical explanation to this whole It is different now. 60 game of advertising and marketing is According to Murugavel 50 that it enables online brands impress Janakiraman, founder and CEO, their investors as well. This, in turn, 40
Consim Info (that owns properties helps them increase their valuation. 30 such as Bharatmatrimony and
Clickjobs), it took the company a - 20 THE LAST CONSUMER ` long time before it launched its first 10 ccording to the latest report campaign on television and other released by IAMAI, the number 0 A media because of a limited budget. Flipkart Consim MMT Info Edge Olx Inc Myntra Cleartrip Shop Yatra Bigtree of Internet users is 112 million. He reminisces, “It was only after Online As a statistic, that sounds quite we got funding that we were able Source: Mediacom and industry estimates January - October 2011 impressive. However, the fact is that to launch our first campaign on it is still less than 10 per cent of the television. The difference between country’s overall population. Of the then and now is that today it is easy ...AND RADIO TO REMIND 112 million, 88 million come from to get funding, which in turns helps urban cities and 24 million from in building strong brands through the country’s numerous villages and 5 offline advertising.” True, but the small towns. pace has been quite surprising. 4 Television plays a very important While things have moved fast in the role in roping in consumers from the 3
last few years, the rate of acceleration small towns since it offers the widest -
` 2
has changed sharply in the last one reach. A TV campaign that is further year. According to VC Edge (a data 1 supported by print and radio (which service from VC Circle), between still lags behind) is a combination 2008 and 2011, online companies 0 that online brands are reluctant to let Deals and Fashion & Consim MMT Myntra Olx Inc Cleartrip Sastalo Info Future received investments of $691 million You You Edge Bazaar go of. They have also realised that in ` ( 3,455 crore). Interestingly, more Source: Mediacom and industry estimates January - October 2011 this blink-and-you-miss onslaught of than 50 per cent of this–$394 million ads, it pays to be on all media, though (`1,970 crore)–came in 2011 alone. radio advertising doesn’t seem to E-commerce businesses have hogged the bulk have caught their fancy as much as the first two. of all investments between 2008 and 2011. They The need for educating Anita Nayyar, CEO (MPG India and South accounted for 90 of the 115 deals in this while Asia), states that, with more and more online and attracted investment of $453 million (`2,265 the consumer is far more brands trying to grab the attention of the mass, crore) of the total $691 million that flowed into when it’s a new category the objective is to create an instant impact. She online companies–or two thirds of the total. If adds, “At the time of launch, an online brand can you include travel sites as a form of e-commerce, and the onus is always on be seen everywhere be it television, print or radio. throw in another 16 deals So, while TV and print provide the big reach, worth $149 million (`745 the first mover. radio acts as a reminder medium, which is why the crore). What explains medium is used again and again.” this fascination with from the economic factors, this is being aided by Says Shashank Mehrotra, head-marketing, e-commerce companies? a particular moment in the country’s demographic sales and strategic partnership, BigRock, a web Investor interest is history when the working Indians as a percentage services provider, “The awareness level for online fuelled by a number of of total population is at a happy high: in other companies is very low. Hence, traditional medium factors. First, the Indian words, dependents (both old and young) are acts as a medium of evangelism. Moreover, the economy has been relatively few. A high proportion of working process of educating the customer also helps growing people is a near-guarantee of continuous growth break the old mind-set and apprehension that a at 7-8 per under the right circumstances. customer has while making any purchase online.” cent per Besides, statistical predictions show that online The need for educating the consumer is far annum, addicts will only grow exponentially. According to more when it’s a new category and the onus is and is the latest reports from IAMAI, India is adding 5-7 always on the first mover. Akshay Mehrotra, chief expected million internet users every month, most of them marketing officer, PolicyBazaar.com, says, “Most to continue in small towns and among the less-wealthy. e-businesses are first in the category. And, the doing that for E-commerce companies are counting on the first mover needs to spend heavily in building many years to fact that the growth of media has created a come. Apart desire to consume, which has spread beyond >>
afaqs! Reporter, November 16-30, 2011 39 SPICEJET The Social Route The SpiceJet Q400 launch campaign used Facebook, Twitter and YouTube to target air travellers and air enthusiasts. By Nandana Das
n a bid to create a buzz around the launch in the right order. of the Q400 aircraft, SpiceJet leveraged the The winners of this contest were gifted SpiceJet Isocial media platforms for its online activities. goodie bags and return tickets. The SpiceJet Q400 launch campaign, targeted In addition to these contests, search marketing at air travellers and air enthusiasts made use of optimisation (SMO) channels were used to pro- Facebook, Twitter, YouTube and the SpiceJet vide updates regarding the flying and landing of website. SpiceJet’s Q400 aircrafts. Intended for the Twitter The campaign, which was launched in two audience, the airlines managed to gear massive phases, had pre-launch, as well as some post- interest through this activity. launch initiatives. Pictures of the delivery ceremonies, and the The low-cost airline, which has a tradition landing of the aircrafts in India were released. of naming its aircraft after spices, initiated this Also, for the delivery of the aircraft, eminent campaign by inviting its community members to aviation bloggers were flown to Canada for the suggest some names of spices for the soon-to-be ceremony. launched aircraft. The new SpiceJet Q400, which Samyukth Sridharan, chief commercial officer, was to be launched primarily to offer regional SpiceJet, says, “SpiceJet managed to generate an connectivity, decided to name the aircraft after early buzz for Q400 aircrafts even before the actual names of Indian spices. The winner of this con- delivery of the aircraft was made. With this, we got test was invited to inaugurate the first flight which the opportunity to introduce this new aircraft type took off from Hyderabad last month. in the country and get a feedback. Information The next stage in the campaign was to give was shared, liked, posted, tweeted and re-tweeted, information, through quizzes and trivia format, to create and sustain awareness. Interestingly, about the salient features of the aircraft like quiet one of the passengers who travelled with us on engines and comfortable seats. our first Q400 flight on the Hyderabad-Tirupati This was followed by another initiative route, tweeted about the overall experience of designed to let interested flyers know the sec- travelling in a Q400.” tors in which the aircraft will operate. For this, The winner of the contest Once the delivery was taken, SpiceJet pro- an application called ‘Guess the Destination’ was moted the sectors (mainly tier 2, and tier 3) with created on Facebook. Participants were provided was invited to inaugurate special fares. These promos led to a huge increase with a key upon answering questions that were in traffic to the brand website, which resulted in asked each day. Each participant received six the first flight which took bookings. numeric digits as a key at the end of the contest. Post-launch, a contest - ‘Sequence the making After receiving the digits, they had to guess the off from Hyderabad destination by putting the launch city’s pin-code in October. #>>
9X MEDIA in holistic music content. tagline Aai Shappath, the channel Therefore, with this launch, 9X is the third product from the 9X Media will tap into the Marathi Media stable which already oper- TV market which is estimated at ates the Hindi music channel 9XM, Local Lingo `350 crore (up by 35 per cent from and the recently launched Punjabi 2008), of which `250 crore belongs music channel Tashan. 9X Media forayed into the Marathi music genre to the region’s GEC pie. The initial supervision of Jhakaas The channel, which is expected is said to be under the guidance with 9X Jhakaas, giving birth to a new genre in to specialise in Marathi music across of Amar Tidke, head of program- the Marathi television space. By Anindita Sarkar all genres, will include film, as well ming, 9X Media, and Punit Pandey, as non-film content. Donning the senior vice-president and business head, 9X Media Group. X Media sashayed to the tune of In a bid to capture an expanded some real jhakaas music when audience set, 9X Jhakaas is also 9it forayed into the Marathi expected to eventually stream live music genre with the launch of online on the channel’s website, as its latest channel 9X Jhakaas. The well as on the mobile platform. channel, which was launched on Apart from music, the channel October 31, produced a new genre will also air a series of animated altogether in the Marathi television shows, presented by characters cre- space. Currently, there are many 9X Jhakaas is also expected to eventually ated only for the channel, while a existing Marathi channels with few of the popular animated char- music content as a part of their stream live online on the channel’s acters on 9XM will be adapted to programming mix, but there is no suit the Marathi audience’s tastes. channel that completely specialises website and mobile platform. [email protected]
40 afaqs! Reporter, November 16-30, 2011
BBC.COM Eyeing New Territories The news website has launched India, Asia, Australia and New Zealand editions, which will be tailored to provide in-depth analysis of these regions. By Nandana Das
BC.com, the international news web- “The reports will site, has launched India edition. It has go beyond the head- Balso unveiled Asia, an Australia and New lines to ensure more Zealand editions. Each of the editions intends to in-depth analysis on provide detailed and localised news coverage, with topics that matter to emphasis on audiences’ needs and interests. local communities, Chris Davies, acting managing director, BBC. for both users in Asia com, says, “BBC.com is currently one of the lead- and across the globe,” ing international news websites in the Asia-Pacific, says Davies. with 11.1 million unique users per month. These Starting editions are a response to audiences’ feedback and November 4, on both will ensure greater engagement from new, as well BBC.com and BBC as existing users.” World News, Start-up All three sites will be tailored to provide more Stories - China, there in-depth analysis, breaking news and business bul- is an eight-part week- letins for each of the markets, as well as a host of ly series investigating specially-commissioned features and reports. The how entrepreneurs in readers will be able to glance through a host of China are transform- other sections such as news, sports and travel, with ing the country and localised weather updates, increased features from the world. Generation local correspondents and video content. Asia is also an eight- To support the increased localisation, BBC. part series, exploring com has built a new team in the Asia-Pacific to the huge changes focus on providing more locally-curated content. BBC.com’s investment in Asia is mirrored in the TV space, with BBC World News giving The editions intend to section, China’s Global Reach, will be in line with continued editorial focus on the region. In 2011, the G20 Summit, where eight reports will com- it launched a weekday programme, Newsday, and provide detailed and plement the global economy section of the news a season of programming titled The Power of Asia, website, focussing on China’s key role in the glob- which examines the economic growth of Asia. localised news coverage. al economy. Lastly, ‘The New Middle Class’ will The news websites also feature five specially- have additional reports from the BBC series look- commissioned reports created from a mix of video, happening in the continent and the related impact ing at financial decisions facing a new generation text and pictures. The commissioned reports will on the new generation of Asians. of middle class Asians, focussing largely on India. come under categories such as ‘Start-up Stories’ The ‘India Direct’ series of reports will be These reports will be telecast from November 21 on China, ‘China’s Global Reach’, ‘Generation telecast in tandem with the India Direct season onwards. Asia’, ‘The New Middle Class’ and ‘India Direct’. of programming on BBC World News. Another [email protected]
<< !" . other ATRs had to be established.” The thought behind the activ- ity which aimed to highlight three The Social Route attributes of the aircraft, namely com- of Q400’ - was conducted. Users fort, quietness and quickness, was to were given jumbled images of the develop better consumer interaction making of Q400 and were asked and consumer engagement for great- to sequence it. “The contest was er information dissemination. live for one week, and the airline As claimed by SpiceJet, the ‘nam- received 400 entries in the first three ing the aircraft’ contest received days. This contest was followed by 98,241 impressions in the first seven the unveiling of the actual video of days, ‘guessing the destination’ con- ‘The Making of Q400’ on all our test about 1,22,647 impressions in social platforms. The video went the first five days, and approximate- viral with fans and non-fans alike,” ly 20,000 impressions received per adds Sridharan. question asked in the quiz. Narayan Rajan, CEO and found- Rajan adds, “Eighty eight per cent er, i-Vista Digital Solutions, says, The ‘naming the aircraft’ contest received occupancy was achieved in the first “The brief was to create a buzz two weeks of its launch. Many took around the launch of the new aircraft 98,241 impressions in the first seven days. the inaugural flights for the sole which is far superior and smarter, reason to experience SpiceJet Q400 through a social media campaign asked not to follow the regular turbo SpiceJet’s Q400 aircraft’s technology aircraft.” with minimal budget. But, we were prop (ATRs) marketing route. Also and comfort level as compared to [email protected]
42 afaqs! Reporter, November 16-30, 2011
RAVI RAO I LEADER I SOUTH ASIA I MINDSHARE << !" # Online... Media, Indology and Rum “The online world undoubtedly presents massive opportunities for brands. However, it is only through executive officer, Leo Burnett), who deployment of precisely-tailored happened to be a visiting faculty at marketing strategies that they will his business school. be able to realise this potential. To Sharma pulled the budding phar- choose the wrong channel, or simply ma marketer into the world of media add to the cacophony of online noise, by giving him a job at Chaitra Leo risks alienating potential customers Burnett, back in 1988. Reminisces and impacting business growth.” Rao, “I came from a no-TV house- Although 54 per cent of global hold. On the first day I was given a social network users, and 60 per cent bunch of spiral bound TRP reports of Indian social network users admit of the previous four weeks to ana- that social networks are a good place lyse. I went into tizzy, grappling with to learn about products, the research names of TV shows such as Varthakal indicates that brands ought to har- and Oliyum Oliyum, which were ness the power of the digital medium Greek to me. I wanted to quit within more carefully if they are to use it to the first week, but held on. I still their advantage, and deepen relation- haven’t got out.” He goes on to add: ships with customers and prospective “I feel good that Arvind convinced buyers. me to join media and I now consider Further, the study reveals big geo- this as a well paying hobby.” graphic contrasts which highlight the Rao then moved to Lintas, in risks of brands employing a catch-all 1991, as senior media manager, to approach that doesn’t take the needs join the Unilever team. At Lintas, he of different consumers into consid- headed the Fab Wash and Household Care team planning. It was during Nearly 60 per cent his tenure at the agency that Rao, along with three colleagues, was hit of social media by the Middle East wave. “All four of us left within a span of four weeks. users in India feel A new environment, a pot-pourri of cultures all made it an enriching it’s a good place to environment. To top it we didn’t buy products. have to pay any tax,” he remarks. In Dubai, Rao joined Impact/ eration. Fast-growth markets were BBDO Dubai (now BBDO), as found to be far more open to brands account director, in 1997. While on social networks. working with the agency, he helped The study also sheds light on why launch the chocolate and toffee people engage with brands online. In brand, M&Ms in the region. He also India, 45 per cent of those motivated handled LG, Wrigley, Masterfoods, to post comments on companies do By Anushree Bhattacharyya FedEx and Dulux for the region. so for the simple desire to impart After two years, Rao switched to advice. From bulk Mindshare Dubai as director and Findings showed that globally, ot everything is planned head of Middle East, North Africa. more people like to praise than com- in life. That phrase holds drugs to At Mindshare he managed Unilever’s plain online (13 per cent versus 10 Ntrue for Ravi Rao. From household business for the entire region. In per cent), which is a similar trend in selling pharmaceuticals to house- 2002, Rao joined OMD Dubai as India as well. hold goods and then handling media goods and general manager. “How I wish those However, motivations of online planning, Rao has come a long way. days come back again. It gave me commentators can be self-serving. Recently promoted as the leader, then media, an opportunity to travel, manage Nearly 63 per cent of Indian con- South Asia for the WPP-promoted Unilever for West Asia and Africa sumers are driven to engage with media planning and buying agency, Rao has come at Mindshare Dubai as well as set brands online by a promotion or Mindshare, Rao will take charge up OMD for the Omnicom Media special offer. from R Gowthaman who is on his a long way. Group,” he remembers fondly. When examining global contrasts, way out, headed for an international Rao, who was longing to get back TNS found that consumers in fast- role. to India, finally left in 2008. “My growth markets are incredibly keen Rao’s school life took him across six cities from first choice was to come back to Mumbai, Old Monk to spend more time and money Kolkata to Coimbatore. “I then decided to join my and Matheran by joining Mindshare to lead the HUL online than they currently do, thus school mate and went to Pune to finish my B. Com business.” He is quite excited by the challenges his presenting major growth opportuni- and then got into Sydenham Institute to finish my new role presents. ties for brands. MMS in Marketing in 1985,” says Rao. Meanwhile, his love for reading ancient history Some of the most eager online His first job right after that was in the pharmaceu- and Indology remains intact. He is hopeful that he consumers are found in India, where tical bulk drug marketing company, Jayant Vitamins, will, one day, become an archaeologist digging some- 59 per cent see social networks as where he managed sales and new business develop- where in Latvia and Lithuania, “ But for now my a good place to buy products from ment for West and South zone. Three years later, by focus is on Mindshare and its clients,” says Rao. brands.” accident, he met Arvind Sharma (chairman and chief [email protected] [email protected]
46 afaqs! Reporter, November 16-30, 2011
SAB TV A Refreshing Change The channel banks on single episode short films to break the weekend clutter. By Anindita Sarkar
t a time when the Hindi general entertain- Anooj Kapoor, executive vice-president and ment channels (GEC) are battling hard business head, SAB TV, says, “We wanted to offer The experiment has clicked Ato maintain their weekend viewership viewers an alternative entertainment platform on in the regional markets. through movie premieres, events, and even week- Saturday evenings. Viewers have never before end fictions, SAB TV has decided to chart a new had the opportunity to sample a new comedy Sony Aath and ETV in course. story every Saturday–something that will impart Starting November 5, the second GEC from a unique entertainment experience to their week- Bengal have tasted success. the Sony stable launched a 90 minute primetime programming slot called experiment. “The nature of content ‘SAB Ka Evening Show’. “We have on board is quite similar to short films. And, The slot features long format it may actually work since it is a low shows which it calls ‘Maha epi- some of the most cost option. The strategy a smart sodes’, from 9 PM to 10.30 PM prolific directors, pro- counter to the big budget reality every Saturday. The shows are in the ducers and artistes who shows or events. And, if SAB cracks non-episodic format. it, this will become a trendsetter,” This means the shows will be like will bring a range of says Amin Lakhani, head, exchange, shortfilms with no episodic sequels. fresh ideas and light- Mindshare Media. The format is a throwback to the Amit Ray, former president, much acclaimed Doordarshan shows hearted content.” Lintas Media Group, too is optimis- of 1980s such as Katha Sagar and ANOOJ KAPOOR tic. He notes that the idea of long Darpan which were TV adaptations format shows could finally open up of the works of celebrated writers the design of telefilms in the Hindi from around the world such as Leo Tolstoy and end family viewing.” GEC market. Premchand. He adds, “We have on board some of the most “In Bengal, channels such as Sony Aath (the The channel will showcase a new show based prolific directors, producers and artistes who will Bengali movie channel from Sony) and ETV have on a fresh storyline every week, across varied bring fresh concepts and light-hearted content.” already proved that such content works,” he says. genres ruch as comedy, romance, family dramas, Planners suggest that today, television viewers do satire, and thrillers. The shows will be produced WILL THIS STRATEGY WORK? not have many options to choose from when it and directed by well-known TV filmmakers such arious media planners are optimistic that the comes to weekend programming on Hindi GECs. as Ravi Rai, Siddharth Tewary, Vipul D Shah, J D Vstrategy may not only work in favour of the Therefore, this move can help SAB TV increase Majethia, and Rajesh Beri, and will feature leading channel, but may actually push the other play- actors, says the channel. ers in the Hindi GEC space to try out a similar $%>>
MEN’S HEALTH INDIA Going Digital The men’s magazine from the India Today Group has launched a digital version available on iPad and Android tablets.By Sumantha Rathore
f you rubbed your eyes twice first edition of the magazine that tied-up with Magzter and when you saw Bollywood actor features a Bollywood celebrity on Zinio platforms, and is in the IPrateik Babbar, who adorns the the cover. Jamal Sheikh, editorial midst of building a dedicated latest cover page of Men’s Health director, Men’s Health India, says, Men’s Health magazine app India’s digital edition, smile shyly “Celebrities on our cover will help us for Apple newsstands. The and move, you were not hallucinat- reach out to newer audiences, but the group is promoting the dig- ing. The men’s magazine from the focus will not be on gossip or film ital version through its other India Today Group launched India’s publicity, but will continue to be on print, television and digital proper- first moving cover for the digital edi- the lessons stars have learnt that can ties, apart from newsstand display tions of the magazine. help our readers upgrade their own across eight major cities. the digital edition is concerned, the Breathing some life into the oth- lives.” As far as the revenue model for magazine will be available for a sub- erwise mundane magazine cover is The digital version of the maga- scription of $0.99 for a single copy, the digital edition of Men’s Health, zine can be experienced on www. and $11.99 for a yearly subscription. which completes its anniversary this menshealthindia.com, and is avail- The annual Though the tablet version of the month. The digital team of the group able on iPad, Android tablets, PC magazine will be a replica of the has been working on this for almost and Mac. Going forward, it will also subscription of the physical version, going forward, the a year now, with two trial covers be available on BlackBerry, iPhone digital edition is team aims to make it more interac- shot in January and May. This is and Android phones. To promote tive and tablet-friendly. a first for Men’s Health India, the the digital edition, the group has priced at $11.99. [email protected]
48 afaqs! Reporter, November 16-30, 2011
ADASIA 2011 Beyond Bottomlines At a time when multiple global forces are challenging traditional beliefs, the two-day high-powered event witnessed some the best advertising and marketing minds from across the world debate the way ahead. News Bureau
The ‘era of new’ was about enforcement, and return-on- investment. The ‘era of now’ is about participation of consumers in a brand’s life, inspiration, and interaction. lose on the heels of author and acclaimed This change is irreversible.” According to him, business guru Ram Charan’s keynote Asia is going to be the largest consumer block in ROBERT SENIOR, Caddress on Day 1 of AdAsia, Michael the next 10-15 years. He cited sustainable living Roth, chairman and CEO, Interpublic Group, and digitisation as the second and third trends and Harish Manwani, COO, Unilever and that would shape the future of consumer mar- chairman, Hindustan Unilever, stepped up to keting. “The degree of connectivity that people talk about the ‘New World Order’, and what have today will change the way we manage companies like Unilever, whose vintage goes brands,” he said. back to the 19th century, have done to reinvent What are the business implications of these themselves to compete in the modern era. trends? Roth, kicked off the debate and said, “Today, “India is a layered market and the con- the amalgamation of new media and traditional sumers are not a single homogenous mass. media is generating a lot of confusion. This is Comprehending the heterogeneity of consum- good because it gives us (ad agencies) the oppor- ers is the key to cracking different price points,” tunity to work closely with our clients.” Manwani said. This is what Manwani dubbed Roth’s first poser was, “What are some of the “straddling the pyramid”– embracing different It is a completely different global trends we see in marketing, today?” levels of consumers and respecting each one’s world that we are living in Manwani argued that today, marketing needs affordability levels. He added that marketing to become more consumer-centric, and market- must include an element that goes beyond the because of technology and ers should enhance their level of learning and functional and emotional benefits and look at proliferation of technology. We experimentation, and focus on crafting ‘brands social relevance. He cited Unilever’s ‘Project are living through a true social for life’. It’s an idea that is reflected in the new Shakti’ which empowered 45,000 rural women Unilever mantra: Sustainable Living. by giving them knowledge about hygiene/nutri- revolution that is palpable. “The first trend is the shift in the economic tion, and trained them to sell its products. centre of gravity towards emerging markets. [email protected] SIMON BONDS,
The power of social media in The needs of Asian women versus recommending a product is much their western counterparts vary to a greater in the Asia-Pacific market large extent. While Asian women are compared to Europe. We are going to more optimistic about their future, see more sales-driven campaigns here. they still control a smaller portion of the overall spends.
MAINARDO DE NARDIS, YEONHEE KIM,
50 afaqs! Reporter, November 16-30, 2011
ADASIA 2011 Managing Uncertainty India-born Indra Nooyi, one of the most powerful executives in the world, shares her insights and draws up the roadmap to combat uncertainty. News Bureau
here are few people better placed than “big changes to big things”. She explained that Indra Nooyi to explain how the Asian the era of incremental thinking and relying on Ttwin powerhouses–India and China– past knowledge to solve current problems is are impacting the global consumer markets. long gone. The India-born chairperson and CEO Attracting and developing talent was the PepsiCo, delivered a riveting 45-minute val- fourth pillar of Nooyi’s big idea. She empha- edictory address at AdAsia that pretty much sised the need to re-train people in order to served as a primer on how to manage brands facilitate the cross-pollination of ideas beyond better in the new world order, and how to national boundaries. Her fifth and last point manage business in a world of changing reali- urged leaders to be very visible, both inside ties. and outside the organisation. Further, she After all, the theme of this edition of AdAsia stated that leadership is a rational as well itself was ‘Uncertainty: The New Certainty’. as an emotional process, as leaders need to Nooyi began by invoking Heisenberg’s uncer- form an emotional relationship with their team tainty principle, which states: The more members. In the context of leadership, Nooyi precisely one property is measured, the less stressed the importance of maintaining good precisely the other can be controlled, deter- relations with one’s employees, stakeholders of mined, or known. “Unlike a few years back, the company and the board of directors. there’s a negative uncertainty that prevails, She concluded by saying, “Creative adapt- owing to three interlocked crises: a crisis of ability is the answer to uncertainty.” leadership, a crisis of governance and a crisis of Later in a conversation with John Wren expectations. And the third, is a consequence of President & CEO, Omnicom Group, she the first and second,” she said. explained how Pepsi believed in building Predictably, this complex world feels out of future leaders. control for marketers as consumer demands are The company has more than 300,000 changing as fast as a heartbeat. She was warned employees across the world and it has iden- against falling into the “trap of pessimism” because offered a five pronged solution. Firstly, adaptation tified around 300 employees who are most this same world was also full of opportunity and is vital as Darwin’s theory of evolution points out. important for the company. What’s interesting abundance. “Volatility is the new reality and the skill of adapt- is that there are another 1,200 employees across “For instance, the middle class is going global, ability is thus a valuable one to learn,” said Nooyi. levels, who have been identified as potential lead- West Asia is growing, and women comprise the Second, its important to marry short term goals ers and could take up important positions in the biggest emerging market today. How can we to long term vision. Nooyi’s third solution was to next 3-5 years. thrive in this new world, though?” she mused. She be extremely ambitious, that is, to strive to make [email protected]
While earlier it was about social gathering and discussion, where the customer would talk about a brand, today, it has been taken forward to the web. Brands have to focus on something called peer-to- peer marketing strategy.
ROBIN WIGHT
The marketing language used by brands places Consumer insights revealed barriers between ‘us’ and ‘them’, thereby limiting that they want financial services the scale of any brand’s activity. We have to companies to move beyond the understand that we must do marketing for people, ‘land of promises’ to the ‘land and not robots. People value experience of proofs’. They want to see over innovation. demonstrable trust.
WILL SANSOMI SANDEEP GHOSH,
52 afaqs! Reporter, November 16-30, 2011
Like all successful brands, India To gain the trust of consumers, as a brand, too should stand for brands need to understand their being a great product in itself. Also, needs and evolve. Also, we the country and its people have to moved away from celebrity brand understand what India symbolises to ambassadors and got real-life make further progress. consumers as ambassadors.
KURUSH GRANT, MICHAEL BONEHAM,
Large companies tend to be more conservative in nature as the need or desire to take risks is not as high. We operate on the 70:20:10 philosophy, where 70 per cent is about not taking any risk, and 10 per cent is about talking every risk possible within range to innovate.
JOSEPH TRIPODI ! In order to build a strong global image for itself, India has to create an environment wherein the country’s individual brands can flourish.
SANJAY KAPOOR,
In rapt attention
The last thing that India International award shows do not matter. You do had to worry about was to not need to prove anything to the judges, but to the become a brand. India and people on the streets of your country. At the end of Indian companies should the day, you have to ask yourself whether the award continue to go the current way, made a difference to the person on the street. and join the global chain.
PIYUSH PANDEY RAVI SWAMINATHAN,
Sharing content online has This is all about people, not become the value-added source for platforms. The underlying shift is journalism online. Marketers have in the patterns of behaviour and the recently started realising that the relationship between online space helps create an echo brands and customers. chamber for content.
KATE DAY, EARL WILKINSON,
54 afaqs! Reporter, November 16-30, 2011
Indian advertising and marketing’s frontline in attendance
Earlier, the role of marketing was more functional, as consumers wanted a better product, value for money, and lastly, a process by which the customer could look for a simple and neat product. But now, the consumer is looking for an engaging brand, and most of the time also decides the conversation.
LAXMAN NARASIMHAN ! " Brand building in Japan began during the late 1990s. Clients need trust from people on their side when they are selling their products, and hence, brand building is important.
AKIRA KAGAMI,
The session sparked off internal discussions too
The future remains We adopted a strategy called SIPS, by which a uncertain and is constantly consumer sympathises with, identifies, participates, changing. Marketers are unable and shares the brand. The reason we adopted this to gauge in which direction strategy was because we wanted to change the the world is expected to move consumer from being passive with the brand to towards in the future. being more active.
ADIL ZAINULBAI, ! KOICHI YAMAOTO
Overall, the Chinese creative market The three main global platforms in is young and the creative people are the digital world today are Facebook, hungry. But, China as a country is Twitter and LinkedIn. Facebook very large and you cannot make any is all about sharing, Twitter is a mistakes by way of experimentation. syndication platform and LinkedIn, is reflects a person’s brand.
KITTY LUN, ARVIND RAJAN, # ! ALL PHOTOGRAPHS BY SUSHIL KUMAR
56 afaqs! Reporter, November 16-30, 2011 THE MOBILE INDIAN SURVEY << !" 0# Amitava... Samsung Scores board. Rajmohan also worked with him at Hindustan Times, and over the years, Guha Touchscreen phones are the most preferred. Nokia still leads the became a close friend. “He was a wonderful person, and was pack, but Samsung is closing in. News Bureau a close friend and guide. He livened up the atmosphere wherever he went,” recalls innish handset giant Nokia, for the sixth it to the list, of which six are C-series handsets Rajmohan. month in a row, remains the most searched which are the affordable range of handsets from Another ex-colleague, Biswadeep Ghosh, Ffor handset brand in India, according to the Nokia.” editor, Pune Times, remembers Guha as an latest Handset Hotlist survey done by The Mobile Nokia C5-03, a Symbian operating system- exceptionally tall guy, who was full of life. Indian. However, Nokia has lost some ground to based handset that costs Rs 8,600, was the “I remember this peculiar thing he always Samsung. most-searched mobile phone on The Mobile used to do back in the 1990s, when I worked According survey released in November, Indian, replacing Nokia-C2-03, which held with him. He would run and then suddenly Nokia leads the pack with 10 handsets in the Top the top position last month. Samsung Champ jump to touch the wall. That’s what he 25, while Samsung closely follows with nine. 3.5G, Samsung Galaxy S-Plus, Samsung Galaxy was–a child at heart, fun-loving, and always Sony Ericsson and Micromax have four and two R-I9103, and Samsung Primo-S5610 are new models, respectively, on the list. entrants. The Handset Hotlist, based on a survey of In the latest Hotlist, there are four handsets Guha’s proteges remem- online preferences, is brought out by The Mobile from Sony Ericsson, including three newcom- ber him for the sound Indian (www.themobileindian.com) every month. ers–Xperia Neo V, Mix Walkman and Xperia Neo. Sreekant Khandekar, director, The Mobile Micromax was the biggest loser going down eight advice he dispensed, and Indian, says, “Samsung has managed to gain peo- places since the last survey. fun-loving nature. TOP 10 INDIAN CHALLENGERS IN OCTOBER 2011 gesticulating. He was ten years younger at Rank Rank Change Brand Model Price 3G OS Camera heart than his actual age.” Oct. Sept. (`) (MPs) Ghosh further adds that music was Guha’s fuel for life. “The hard core rock music of 1 1 0 Micromax Micromax-A70 7619 Yes Android 5 the 1960s was what he enjoyed. He would 2 2 0 Micromax Micromax-X560 3699 No Java 2 also tell me stories about how he proposed 3 3 0 Micromax Micromax-X222 2500 No Java VGA to his wife. It’s a great loss to all those who 4 NA New Micromax Micromax-Q1+ 1299 No Java VGA knew him. You don’t have people like him 5 NA New Karbonn Karbonn-K-1818 3300 No Java 3.2 anymore,” says Ghosh. 6 4 -2 Micromax Micromax-Q80 4761 Yes Java 3 Remembering Guha, Rahul Thappa, 7 NA New Micromax Micromax-X485 2699 No Java 1.3 chief executive officer, Mail Today, posted 8 8 0 Micromax Micromax-A55-Bling-2 8999 Yes Android 3 on a social networking site, “The media 9 7 -2 Karbonn Karbonn-A1 5999 Yes Android 3.2 industry is poorer with the passing of Guha. 10 5 -5 Micromax Micromax-Van-Gogh-X450 3500 No Java 2 Goldie da, I’ll always remember you for your warmth, your sage advice in times of ple’s attention in both the smartphone and feature TOP 10 INDIAN CHALLENGERS trouble, and for that ever-present twinkle in phone segment. In this survey too, there are four ut as far as Indian challengers are concerned, your eyes. Rest in peace, for you were one of Samsung smartphones with Android operating BMicromax still tops the list. Karbonn is a dis- the few good men in this world.” system, while the remaining five are feature tant second. Micromax’s most popular model was Sanjay Bahadur, president at Marke phones with Java operating system.” the A70 priced at `7619. Cerebre, who recalls a 5 AM drive to the About Nokia, Khandekar says, “Since the The Challengers list was introduced in August, Dakshineshwar temple, near Kolkata, with Hotlist was first released, the C-series of handsets and is a ranking of the 10 most sought after hand- Guha five years ago, wishes Guha eternal from Nokia have dominated the list, and this time sets from Indian manufacturers. peace. around, 10 handsets of the company have made [email protected] [email protected]
<< !" / protagonist Desh, a compulsive If SAB TV manages to and committed social worker who in an attempt to help solve the A Refreshing... succeed, other channels problems of a young man, puts the viewership time, and thus, the his personal and professional life traction of the channel among the too would be forced to in jeopardy, thus creating comi- audience. “SAB TV has a loyal view- consider short films. cal situations. This show is being ership base, and the move will only produced by Siddharth Tewary of help it to increase “stickiness”, pro- Swastik Pictures and directed by vided the content is of good quality. FOR THE RECORD... Babloo, who with their strong moral Rajan Wagdhare. After that comes Also, the channel’s viewership is AB Ka Evening’s first show was values, selfless and lively nature, Gaadi Bula Rahi Hai, the story of dominated by men. The idea of SOye Bunty Babloo Oye. It was force the modern and selfish city two families from different back- a non-episodic, long format show directed by Ravi Rai and produced dwellers of Mumbai to look at the grounds travelling with together on every weekend appeals more to this by Vipul D Shah of Optimystix. world differently. the train. Directed by Rajesh Beri, group,” opines Anita Nayyar, chief Starring Nitesh Pandey and Gaurav Kya Hoga Is Desh Ka, next its cast includes Ranjeet, Rakesh executive officer, MPG India and Gera, the story revolved around in the pipeline, is a slice-of-life Bedi, and Shweta Kwatra. South Asia. two country bumpkins, Bunty and comedy that revolves around the [email protected]
afaqs! Reporter, November 16-30, 2011 57 FIREFLY MILLWARD BROWN AND AFAQS! STUDY Understanding Attitudes The award winning research sheds new light on the aspirations, choices and the mindset of India’s youth. The insights highlighted below show that not many brands are alive to the needs of young India.
IT’S MY TURN FIGURE OUT PLAY SMART… GETTING TO PLAY ON MY OWN OUTSMART! THERE
The first learning: We all say the youth Exposure to extreme values know how Struggling is for losers. The young The youth are definitely not are in a hurry. It’s not impatience, but far they can go in search for their want to play intelligently. They would confused. They have an idea of what the realization that this is MY TIME and identity, to decide right and wrong pick games they can win, than try they want, and how they can get it. I need to make the most of it. different from stereotype definitions. and play a weak hand. They’d choose They are not overtly ambitious. careers where they know they can be better than others.
NOTHING TO KEEP LOSE PLAN B MOVE ON PLAYING
There is no hesitation in taking So future oriented are they that even They do not get bogged down by failure, While they set goals, achieving or chances or a lack of confidence to take the most spontaneous decisions have are ready to openly accept rejection not achieving them doesn’t end the on challenges. Fear of failure does not a Plan B in place. As one participant and are a move-on generation. Yeh journey. They are very optimistic inhibit them from trying their luck at said, ‘‘If I don’t make it to the finals, nahi, to kuch aur sahi (If not this then about the next set of goals and are something. I’ll go back to my village to do something else). constantly looking for ‘What’s Next’. something better.’’
PLAY IT’S OK TO MULTIPLE ENJOY THE SHARE YOUR CHEAT A BIT GAMES GAME! WINS / LOSSES
Winning is important. A bit of cheating, Today’s youth are not a confused lot. Of course, above everything else, Whether you win or lose, sharing as long as it doesn’t harm anyone, is In fact, there is a lot of duality in their they must enjoy the game. If you do them is important. However, there absolutely fine. Playing pranks, making behaviour–they visit temples, yet do not enjoy a game, there is no guilt in is a boundary to what they will some money on the sly, or wearing rave parties. It isn’t really schizophrenia, quitting and moving on. This behaviour share. counterfeit brands are all OK. but just their want to have multiple in loyalty is seen in their interactions experiences at the same time. with brands, careers and relationships.
EXPLORING YOUTH VALUES THROUGH THE LENS OF REALITY SHOWS
outh reality programming plays different relationships). roles by fulfilling multiple needs of view- UÊ / iÞÊ`ÊÌÊ >ÛiÊ>ÞÊ}ÕÌÊ>LÕÌʼÛ}Ê½Ê Yers and participants. It helps youth learn (from your brand too). about the life ahead and lays out the rules of ‘the UÊ 6iÀÞÊ viÜÊ LÀ>`ÃÊ >ÌV«>ÌiÊ ÞÕÌ Ê ii`ÃÊ >`Ê game’. Viewers choose to watch and learn, while bridge the gap. participants use it to redeem their identity. A study conducted by Firefly Millward Brown and afaqs! No Single Brand Recipe: A striking issue in explores youth values through the lens of reality youth marketing today, is the one-dimensional TV and what it means for brands. route that most brands take. They follow a tried- and-tested youth code and end up repeating WHY REALITY TELEVISION stereotypical definitions of youth. For example, Youth has always been an interesting segment to this is ‘cool’; that is ‘hot’, etc. research. Time and again new methodologies are However, we did find some examples of brands used to explore this ever-changing and dynamic that did mean something to the youth. Fastrack set of consumers. seems to have connected with their ‘Move on’ A lot of these methodologies emerge from platform. Levi’s and their promise of customisation the environment around consumers. One for each youngster seems to work. And the entire phenomenon in the media environment is the challenge that Mountain Dew throws at the youth growing importance of reality TV. As a result, does seem to connect. reality shows are of strategic importance to broadcasters. (See chart.). Rules for Brands: This attempt at understanding youth values throws up some THE INSIGHT Brands follow a tried-and- interesting takeaways. A New Game of Life: Reality TV is the ‘new - Youth are open to experimentation if promising game of life’, about a new world, with new rules, tested youth code and end offers are made. new boundaries, new extremities and a new social up with stereotypes. Brands - Brands need to help them play the game of life. construct. It opens up a view to the life ahead, They must help youth to: like an expert put it, “It is an aperture that leads to like Fastrack have however UÊ Ý«ÀiÊ>`Ê`iwiÊÃivÊ`iÌÌÞ ambition.” UÊ ÕiÊVw`iVi]Ê>LÌ bucked the trend. UÊ iÊÌ iÊÜ`ÜÊÌÊiÜÊiÝ«iÀiVià Need for a Manual: What reality shows provide UÊ iÛiÀÊÊÛ>ÀiÌÞ]Ê«ÌÃÊ>`ÊÀiÊ to the youth is a ‘manual’ on playing this ‘game of with experts along with Firefly Millward Brown’s UÊ ii«ÊÌ iÊiÝVÌiiÌÊ}} life’. It sensitizes them to the game, prepares them understanding of brand and communications UÊ Ê Ì iÃiÊ V>Ê vÀÊ >Ê VÃÌ>ÌÊ ii`Ê vÀÊ for the real world by familiarising them with new revealed a few findings on brands that market to innovation. codes, techniques, tactics, strategies, cheat codes the youth: Ê ii«Ê Ì iÊ Ì>À}iÌÊ Û}Ê >ÃÊ Ì iÀiÊ V>ÌÊ LiÊ for survival and success. It can be compared to the UÊ 6iÀÞÊ viÜÊ LÀ>`ÃÊ >ÀiÊ i«}Ê ÞÕÌ Ê ¼«>ÞÊ Ì iÊ inertia in success. There will always be a need unofficial induction to a social environment like game’ (so something else might engage them). to keep refreshing the brand, evolve, innovate, college ragging. UÊ 9ÕÌ Ê >ÀiÊ vVi`i`]Ê vÀÌ>ÌÕÃÊ Ê experiment, and have a finger constantly on the relationships (which obviously includes brand youths’ pulse. The Pay Offs: Like all games, even - Brands must become this game can be played or watched. CUMULATIVE REACH FOR REALITY SHOWS irreplaceable, albeit through a It lets them talk about their lives, differentiated promise. tell their stories and become heroes. 35000 There is little value in being just For some, it allows redemption of 30000 another brand in the consideration failures, while others use it to escape set. Because for the young, there is reality. For viewers, it gives them 25000 always a Plan B. answers to questions like “what 20000 would I do in such situations?”. 15000 (The paper was co-authored by Vartika It even legitimizes a lot of ‘bad’ Malviya Hali, head-Firefly Millward 10000 things and otherwise unacceptable -"12Q...4 Brown India, Vishal Sampat, senior behaviour, thereby gaining social 5000 research executive, Firefly Millward Brown acceptance. 0 India and Prajjal Saha, executive editor, 2008 2009 2010 2011* afaqs! It was adjudged the second best
IMPLICATIONS FOR Source: * ¥ \Vp8¥'\\8LnS¥Market:¥pVp¥(\8vpk¥z8v\§S¥TG:¥ (¥hoi¥¸S¥Channels: pVp¥ S¥ research paper in the MR Works category BRANDS Program Genre:¥'\8wp§¸¥n¶¥*np¥k\\¥pLw¯V\¥8ww¥\8wp§¸¥n¶S¥8z\¥¤¥&¯p»¥(n¶¥>¥*8w\§¥\8Ln¥ at MRSI’s 21st Annual Seminar held Brand Connect: Conversations n¶¥¥pVp¥ S¥B(p·¥z§n recently in Bengaluru.)
METHODOLOGY: K¥ \§n¥ §\µp\¶¥ %8§pLp8§R¥ '\8wp§¸¥ n¶¥ 8§pLp8§¥ gz¥ ¯zE8pS¥ The team at Firefly Millward Brown came up with a multi-pronged approach to study ¯Lv¶S¥ '8u8§n8S¥ n8Vpk8n¥ 8V8S¥ ¶8wpS¥ ¶n¥ n8µ\¥ E\\¥ ¥ §8w\§o youth via reality shows. They used a mix of tools and techniques to get a holistic E8\V¥n¶¥2¥8L§S¥Vp8¥VwS¥Vp8¥§¥*8w\§¥8V¥ o§8w\§oE8\V¥ understanding of why the youth watch reality shows; why they participate in them; n¶¥(8Lnn¥8¥(88z8S¥'8Vp\S¥(wp§µpww8S¥\8¯§¸¥>¥*n\¥\\v what it says about them; and most importantly what it all meant for brands. Phase II: Phase I: \§8p¥ ¸¯§n¥ gz¥ ¯zE8p¥ 8V¥ wn8¯¥ ¶\\¥ n8VpLv\V¥ 8¥ \V\§¥ K¥ µpz\§¥(L8R¥wkS¥8L\Ev¥g8¥8k\S¥p§\µp\¶S¥\µp\¶¥p§\S¥wp\¥ ¥ wp\¥ \8wp§¸¥ n¶¥ \µpz\§¥ ¶8¥ L\8§\V¥ 8V¥ §n\¸¥ ¥ 8§pLp8§\V¥ p¥ p§¥ and offline content on reality programming were scanned. E¸¥n8pk¥§n\p¥wpµ\¥g¥\¥¶\\v¥*n\¸¥¯\V¥\LVpk¥V\µpL\¥wpv\¥n\S¥ K¥ \§n¥§\µp\¶¥ ·\§R¥ \Vp8¥%w8\S¥Lpwkp§S¥E8V¥w8\S¥- n8V¸L8zS¥Vp8p\¥*n\¥\k8k\z\§¥pLw¯V\V¥n8pk¥µp\¶S¥ppS¥n§¥ duction houses and videos.
afaqs! Reporter, November 16-30, 2011 59 MUDRA OMNICOM Decoding the Deal The acquisition of Mudra, the last big independent agency in India, was the only option left for global giant Omnicom to scale up overnight. But is there more to the story? News Bureau
mnicom Group, the world’s largest advertising network, has finally made an Oattempt to increase its foothold in India. Until now, Omnicom had a relatively marginal presence in the Indian market, with agencies such as TBWA India, BBDO India, OMD, and joint ventures such as R K Swamy BBDO, besides a 10 per cent stake in the Mudra Group. But, it’s better late than never. The company has decided to increase its stake in the Mudra Group, which is one among the top five agencies SUSHIL KUMAR of the country. The controlling stake in the Mudra (L-R) Kandhari, Madhvani, Mundkur and Pandey: a win-win deal Group will allow Omnicom to strengthen its foothold in Asia’s third largest market. says, “Mudra has the ability to guide and pass opportunity for Omnicom to align its global Currently, among the top five networks, the content required by Omnicom to establish a clients under one roof in this country.” WPP dominates with a 57 per cent share of strong presence in the country.” Piyush Pandey, executive chairperson and the advertising market. Interpublic with 17 per Meenakshi Madhavani, managing partner, creative director, Ogilvy South Asia, says, “Mudra cent; Publicis Groupe and Omnicom 11 per cent Spatial Access Solutions, sees this as an opportunity gives local talent to the international company who percent each; and Havas Group with three per cent for Omnicom to uncomplicate its complicated are better positioned to run the Indian business. are way behind the marketleader. With Mudra’s existence in the advertising business. She says And if I have to speculate, then the group will revenues now added to the Omnicom kitty, it’s pie that with a majority stake in Mudra, Omnicom retain Mudra, however the new identity could be will increase significantly. will be able to consolidate all its brands under one a bit longer” he says. Madhavani concurs that there Timmy Khandhari, leader (India), entertainment umbrella. Prabhakar Mundkur, CEO, Percept/H, is value in the Mudra name and this is one key and media practice, PricewaterhouseCoopers, agrees. He says, “This deal would bring an reason behind the acquisition.”
EXPERT VIEW
is managed by Indians, for Indian clients and is NAKUL CHOPRA catering to Indian audiences and consumers, then it will not lose its Indian-ness just by virtue of being part of a global network. Take Ogilvy India for instance. The Indian arm of the network has not lost its Indian-ness in any way. Even when BBH was launched in India, there was a reason for having a fully Indian
FOTOCORP management here. It’s because we need to respect Indian culture and understand the Indian SUBHASH KAMATH consumer. While an Indian agency that’s part of a global network can take advantage of international SUSHIL KUMAR o, I don’t think Mudra will lose its Indian-ness. systems, processes and client alignments, it NNot if it is still run by Indians. If an agency needn’t lose its Indian-ness. o I feel all networked agencies in India Dhave lost their Indian-ness? No. I don’t think Mudra stands to lose its Indian-ness due to Omnicom acquiring a majority stake in the agency. Any agency operating successfully SATBIR SINGH in India retains its Indian-ness in order to do so. However, I do feel that from now on, the way in which it functions will change drastically. This is because the grammar of an udra perhaps came from the only group that independent agency is very different from that Mcould have done the reverse. I’m sure it was of a networked agency. Thus, Mudra will have in the best interests of all parties. I don’t think to change according to the new grammar, and it makes a remarkable difference to its Indian- this has several implications. The Indian-ness ness. Other agencies like Ogilvy, JWT and Lowe SUSHIL KUMAR of the agency, though, has little to do with this aren’t really known as foreign agencies. Agencies know if the name will now have a prefix or suffix, acquisition. It has a lot to do with the kind of working for the Indian marketplace and target or will change over time. That may have a bigger people who work at the agency and the nature audience, work on Indian insights. Besides (and impact on its Indian-ness. Networks bring in of the people who manage it. I hope so), it’ll be the same management. I don’t global businesses, which is a big plus.
60 afaqs! Reporter, November 16-30, 2011
popular work in India that appeals to Indians, than the so-called Indian agencies. COLVYN HARRIS The issue of local versus international agencies # is relevant in markets like China. There you see a sharp contrast between the work produced by agencies led by Western expats and agencies with Chinese leadership. Apart from work, the ability of the two types of agencies in dealing successfully with local business culture differs.
FOTOCORP In India, all agencies are run by talented local managers. They have grown up as young ARVIND SHARMA executives dealing with both MNCs and Indian clients. This influence is far deeper than just
the ownership of the agencies. The difference in SUSHIL KUMAR o say that Ogilvy or Leo Burnett are not Indian India, therefore, is not between Indian agencies Tagencies is to hold a view despite facts to the and the non-Indian agencies. It is between very don’t think so. If you ask me, with this contrary. These agencies have produced more good agencies and agencies trying to be good. Idevelopment, Mudra becomes more of an Omnicom agency, but it will be business as usual, for it. The benefits will include gaining from Omnicom’s global philosophies and methodologies, and the agency will be better AJAY CHANDWANI able to imbibe these as a part of the network in a more consolidated manner. But, businesses are essentially made by the people who work on udra has always been Indian by nature and them, and if you have a good thing going, there Mculture. There are very few agencies that can need not be too many changes made. scale up to be a Mudra in the near future. The Now, if an agency aspires to be the next Ambanis weren’t interested in parting with the Mudra, it needs to be as large in terms of scale, stake earlier, but I’m sure reasons are in place and its school of thought, else it will land up now. Mudra remained an Indian independent looking like its pale shadow. And, if one lists for a very long time by choice and design. And is more rationalised by the network. Possibly, an out the top 25 or even 35 agencies, one will see currently, even agencies of Indian origin probably agency could lose its style of functioning. But, you that the eco-system doesn’t give any of these have a some investment from an international also borrow the best practices. That said, I don’t a platform to ‘become Mudra’. I don’t think partner. It is only when a majority stake comes in think there are many large agencies that can be another agency can even begin to be a semi- that the benefit of an international network truly the next Mudra. Creative boutiques will continue Mudra. If you ask me, the Omnicom acquisition seeps in. to flourish. Some will sell out to international of a majority stake in Mudra is the larger story Being part of a global network implies losing networks in the next five years, or make a killing here. the freedom, and the people to revenue ratio by doing so rightaway. [email protected]
<< !" 05 As it happens, an e-commerce and over 100 million internet users in the link–and is much less expensive deals site targets consumers between the country. However, there is also a than advertising on television. 18 and 45 years of age. wide swathe of potential consumers Moreover, in the case of offline Gone offline... These brands not only need between 25-45 years of age who advertising, there is a danger that to be on television but also place remain untapped so far. That is the the target audience may forget about the category.” Citing his own brand, themselves on general entertainment segment most brands are targetting it all after the ad has been viewed. he notes, “We were the first online channels (GECs) – that’s where the Therefore, a mass-media campaign However, the surge in traditional insurance player to go on television. age spread is the most–although helps us in targeting the entire advertising just goes to show that Our task was simpler–we only had it pushes up spends as general existing consumer base as well as online brands are willing to sacrifice to ask our audience to compare entertainment channels turn out to help in getting new consumers on to something to get a slice of the insurance models and then decide be an expensive proposition. the site.” larger pie. to buy.” As Pratik Mazumdar, head Advertising online may be more [email protected] Will online brands constantly marketing and strategic relations, effective because all it takes to bring keep hiking advertising spend as they Yatra remarks, “At present, there are a consumer to your site is a click on (Based on more interviews with go along? According to observers, in Ajit Varghese, managing director- the first year of its launch, a major South Asia, Maxus and Motivator; online brand would spend about `30 Debraj Tripathy, managing director, crore, per annum. In the second, it is Mediacom; Hitesh Oberoi, chief reduced to half of that. executive officer and managing Spends continue to drop in the director, Info Edge; Jibi Thomas, subsequent years and will be driven co-founder, Quikr; Kartik Iyer, by specific offers and reminders managing director, Carat Media; Mohit Gupta, chief marketing THERE IS A PLAN ` offier, MakeMytrip, Naresh Gupta, ut of the `300-odd crore that’s Of the 300-odd crore spent by the online chief strategy officer, iYogi, Sudha Ospent by the online companies companies on TV, 50 per cent comes Natrajan, deputy CEO, Lintas on television, 50 per cent comes Media; Roopam Garg, chief operating from the online ecommerce players. from e-commerce players. officer, ZenithOptimedia)
afaqs! Reporter, November 16-30, 2011 61
KELLY CLARK> CEO, MAXUS WORLDWIDE “Media Agencies Need Qualitative Measurement of Success” The CEO of Maxus Worldwide fields questions on Maxus playing second fiddle to Mindshare, the India-China growth story and other trends. By Prajjal Saha and Ashwini Gangal
elly Clark, the first world- Being able to talk about the kind wide CEO of Maxus, started of things we do for clients that go Khis career with JWT New beyond just the billings-based activi- York and has held several prominent ties is the key for us. There will be a positions including that of CEO, lot of focus on that in the next few Mindshare UK and Mindshare years. Asia-Pacific. He has worked on several multinational brands such As more and more brands try as Unilever, PepsiCo, Nike, IBM, to be global, the functioning of Nestlé, Kelloggs, Ford Motors and media agencies could change. HSBC. Currently, Maxus has 63 Will this force you to expand offices in 55 countries. Excerpts: your network? I don’t rule that out. We need to be Most media agencies are inde- very responsive to client require- pendent and function on their ments and if they need us to move own. What is it like to be part of a into newer markets, we’ll certainly large network like GroupM? consider that as long as there’s a There is some serious competition commercial rationale. amongst the four GroupM agencies I still think there is a large group whether it’s on a new business or of national clients who are local busi- about market growth. But the ben- ness champions in their categories efits of being part of the GroupM that still represent great opportuni- family outweigh the competitive ties for Maxus. This is especially so pressures that we might feel. in markets such as Russia, China, Who wouldn’t want the con- India and North America. solidated volumes from the media negotiations and buying standpoint We’ve seen media agencies delib- that GroupM can create in a mar- erately decreasing dependence ket like India? Who wouldn’t want on media planning-buying and a group that invests in technology, increasing focus on other ser- new services and incubation of new vices. Where is this heading? skill sets like mobile, for example? The role of this other function will
SUSHIL KUMAR grow. Clients are asking us to better Why is Maxus perceived to play integrate the two and plan across all second fiddle to Mindshare in India? ness has contributed to this assumption, and that types of channel opportunities. In the future, we I would disagree with you. In the last few years, remains an important part of what we do. will move towards more fee-based and outcome- the team has done an unbelievable job in differen- But as we move into new channels and new based remuneration. tiating Maxus in the marketplace and increasing types of media measurement, we will start to the visibility. The quality of work done for clients see that change. A lot of the work and value that In China, since nuclear families are the such as Vodafone and Nokia is second to none. we’re creating now for clients isn’t measured in norm, people tend to connect online to If we’re guilty of anything, it’s hiding our light terms of media billings - it’s tough to measure the build a community of like-minded people. under a bushel. That’s something Ajit (Varghese), volume of an integrated campaign for Vodafone In India, we still continue to have larger the team, and I have discussed - taking credit for Zoozoo on Facebook. families. What is contributing towards the the work that we do, the incredible partnerships So, while your point is right, you’ll see that growth of social media in India? that we have with some of the most ambitious change to more of a qualitative measurement of That’s a good question. The markets and the and successful companies here in India. media agencies’ success - contribution of clients’ cultures of India specifically, and Asia in general, Maxus India is already a ‘Top 5 agency’ in the business results, creativity and innovation. seem to adopt new ways of thinking, working, Maxus network globally. We get a third of our communicating and interacting faster than the revenues from the Asia-Pacific. I don’t think any What has been the trend globally? so-called ‘more developed’ markets. other network has that high a portion of its global Similar. It goes back to marketing and present- revenues coming from the region. ing the work that we do for clients as sometimes What’s stopping brands from leveraging that’s hidden behind questions like ‘how much social media? Media agencies are often judged by the vol- new business have you won?’, ‘How have your If people have cold, hard facts and prove through ume of work rather than quality of work. Do billings performed this year versus last year?’ their own case studies or case studies developed you see these parameters changing? Though that’s a logical basis of evaluation of I think the media buying heritage of our busi- media agencies, it should not be the only one. 0>>
62 afaqs! Reporter, November 16-30, 2011 TOI Who Will Have the Last laugh? The TOI in its latest TVC asks the readers in Chennai to wake up and not fall asleep to the boring news they have been reading so far. By Sumantha Rathore
rom ‘A day in the life of Chennai’ to a Paddy. His thoughts strong wake up call to the people of the The creative idea behind the campaign was are seconded by Fcity, The Times of India (TOI) has come a that news is supposed to wake one up - and not Prateek Srivastava, long way since 2008, when it entered the south- put one to sleep. Apart from local television chan- head, South, Ogilvy ern market with its Chennai edition. nels, the campaign is being promoted through India, the agency The English daily today has three editions cinema halls, outdoor and print. which handles The in Tamil Nadu - Chennai, Coimbatore and However, this wake-up call by the TOI Hindu’s creative Madurai. To reinforce its presence in Chennai, Chennai is being perceived as a dig at The Hindu duties. He says, the daily recently launched a new television by many. The latter has been present in the city “Campaigns like commercial that urges people to keep away from for more than 130 years and is the No.1 daily of this don’t have newspapers that put them to sleep with boring Chennai. an impact on the news coverage, and rather wake up to the TOI, the new-age daily. The campaign has been con- ceptualised by TapRoot India. consumers of the The brief given to the agency was to increase newspaper because eyeballs for the TOI in Chennai. “It was a very the concept of ‘on the clear and uncomplicated brief; it wanted to make move’ category of con- TOI the No. 1 in Chennai and highlight that sumers does not apply it’s a new-age newspaper,” says Santosh Padhi to this category. I think (Paddy), chief creative officer and co-founder, you can’t insult the TapRoot India. intellect of the readers Unlike the Nakka Mukka campaign like this and it won’t
launched in 2008, which PAVITR SAITH cut any ice with them.” was generic in nature, (From left) Paddy, Srivastava and Sukumar: Challenging the legacy “Ultimately it’s not this one has been an impulsive category launched with a specif- Talking about the TOI campaign, Suresh like toothpaste but a newspaper brand,” he adds. ic agenda to highlight Srinivasan, vice-president, advertising, The However, media observers have a different that the TOI, unlike Hindu Group, says that it isn’t very clear if the view and believe that this campaign will cut other newspapers in dig is at The Hindu. “But”, he adds, “the TOI through those toying with the idea of migrating Chennai, has a modern had four years to prove its mantle. If it couldn’t from The Hindu to the TOI. look and feel and “is change the choice of the readers in the last four According to media experts, what will be put updated, compared years, it speaks volumes about the likability of to test is the loyalist group of The Hindu. “There to other newspapers The Hindu. Our’s is a 100-year-old company will be a shake up in the market for sure; new in the city, which which is deeply woven by the ethos of the city - are fatigued,” adds and nothing can change that.” >>
<< !" # has traditionally been - the way it is displayed and presented to viewers. “Advertisers need I see no problem with innovat- “Media Agencies... ing and pushing and experimenting to find a place to with new ways. We need to respect by other marketers either in their make the brand the viewers and users of media and categories or other categories, more need to make sure they remain clients will start using social media experiences inter- engaged with the programmes and as an effective brand tool not as a content but I don’t think these two response tool. active, engaging things will be mutually exclusive. A hard-response measure is rela- tively easy. Brand engagement and and create value Screens are getting squeezed softer measures of brand relation- as one moves from TV to tab- ships with consumers, is not so easy for the consumer.” lets, while they grow bigger as to compare across channels. you move from mobiles to other media. What will be the stand- With the increasing popularity Hulu Plus service (ad supported on- and create value for the consumer. ard size of the screen? of tablets, there will be more demand streaming video) in North If I knew the answer to that I’d be video on demand - a pull rather America, you’ll see that there still Are we closer to a stage where a very wealthy man in a few years’ than a push. When there is a pull are opportunities for advertising in ads on television or on-screen time! What we do know is that there and one pays for it, one wants that business model as well. ads have to change? will be multiple-sized screens in content minus advertising… But brand advertisers need to I’ve seen some interesting cam- many different formats, used for Well, not always. If you look at find a place to make the brand expe- paigns in India that have pushed many different things. the development of Hulu and the riences more interactive, engaging the borders of how TV advertising [email protected]
afaqs! Reporter, November 16-30, 2011 63 HDFC LIFE The Power of Planning The insurance major organised an innovative activity called Ring a Career, to help parents understand the need for financial planning to secure their children’s future. News Bureau
ife insurance company HDFC Life conducted an experiential marketing Lactivity to help parents understand the importance of financial planning to secure their children’s future. Called ‘Ring a Career’, the activity involved asking a child what he/ she intends to become when he/she grew up. The child and the parent are then asked to throw a ring to select that profession– to underline that parental involvement is required to help them achieve their dreams. Once the kids expressed their choice of financial planning, they can always live with profession, the parents are informed about the their heads held high. current cost of professional education, and Tripathy adds, “HDFC Life believes in the necessity to be prepared for the time the innovation and understands the needs of child turns 18 and is ready for that particular parents. Ring a Career will help and educate professional course. parents on the need for financial planning Talking about the idea, Sanjay Tripathy, to secure their children’s future needs in executive vice-president and head, marketing advance. Such activities will also throw up and direct channels, HDFC Life, says, “The facts about the rising costs of education and basic idea behind this activity was to trigger a the need to plan for children’s education thought in every parent’s mind that it will not goals, keeping in mind all the external fac- be easy to meet the rising demand of one’s tors.” The below-the-line (BTL) activity, child in the future, until and unless financial which started late October lasted until the planning is done well in advance.” middle of November at various malls across This initiative had been strategised in line 16 cities. HDFC Life claims that it reached with HDFC Life’s brand philosophy, Sar out to 1.4 million people through the Ring a Utha Ke Jiyo, which implies that if parents Career activity. secure their children’s future by adequate [email protected]
BAJAJ ALLIANZ Watch That Turn Through a 360-degree road safety campaign, the insurance firm tried to create awareness about safe driving and the importance of insurance. News Bureau
n a bid to urge drivers across India to drive safely, life and Igeneral insurance firm Bajaj Allianz is unleashed a slew of activ- ities called Drive Safely. ous branded mobile screens were put up to showcase The month-long campaign, that vehicles fitted with the F1 Team Mercedes providing lasted till the end of October was LCD screens plied tips for safe driving. carried out in eight cities. Through across high visibility Rituraj Bhattacharjee, head, the activity, the insurance company and footfall areas in market management, Bajaj Allianz intended to create awareness about the eight cities. At Life Insurance, says, “Studies show safe driving by providing simple selected venues like that nearly 1,50,000 deaths occur tips like using a seat belt, wearing a clubs and malls, LCD due to road accidents every year helmet, and keeping the car in good in India. Being an insurance com- condition. pany, we felt it is our duty to create Bajaj Allianz had roped in Bajaj Allianz used the F1 frenzy to its awareness about safe driving.” Mercedes GP Petronas F1 driver He adds, “With the Formula Nico Rosberg as the brand ambas- advantage for the Drive Safely campaign. One fever catching on across the sador for the campaign. As part of the campaign, vari- F1 driver Rosberg was its ambassador. />>
64 afaqs! Reporter, November 16-30, 2011
A round up of some major people movements >> MOVEMENTS/APPOINTMENTS<< in the last fortnight ADVERTISING MEDIA DIGITAL
aumya Chattopadhyay, roadcast media witnessed some big name entsu India Group has appointed Glen Swho was head, Bpersonnel changes. In a move that sur- DIreland as CEO of its digital arm, Dentsu planning for Rediffusion- prised industry watchers, Haresh Chawla, Digital. Prior to this, Ireland was managing Y&R India, at its Mumbai group CEO, Network 18 has resigned. He has partner in the Gurgaon-based digital market- and Kolkata branches, has been with the company since inception. Chawla ing solutions company, 8020. He will continue recently joined Ogilvy has been instrumental as a director at IDMI, the digital marketing Africa as director, stra- in Network 18’s rapid training institute he founded in 2009. Ireland’s tegic planning. He will growth over a decade responsibility includes building a strong digi- be based in Kenya, and from just one busi- tal competence including creative, technical, will report to Sandeep ness channel to forays strategy, account man- Madan, managing direc- S CHATTOPADHYAY into GEC, magazines agement and media tor, Ogilvy Africa. and film procuction. capabilities. Chattopadhyay’s responsibilities include handling Zee Entertainment Krishna Prasad, the the pan-African business of Airtel, across the 16 Enterprises has roped chief experience offic- countries. in Rajesh Jejurikar as er (digital head) of Grey Delhi has appointed Uddalak Gupta as president. Jejurikar Dentsu India, has put ECD and joint creative head at Delhi. Gupta has RAJESH JEJURIKAR is currently the in his papers. Prasad been brought in as Amit Shankar’s copy partner. CEO, Mahindra & plans to turn entrepre- He will report to Amit Akali and Malvika Mehra, Mahindra’s automotive division. In another neur with the launch senior vice-presidents and joint national creative development at Zee, Ashish Sehgal has been of his digital business FOTOCORP directors, Grey India. promoted as network sales head, broadcast solution company that KRISHNA PRASAD After a two-year stint as the creative head at business. He replaces Joy Chakraborthy in will help ad agencies LG Ad (a part of GIIR Media Communications), this role. with back-end tech- Dipansu Saha has quit. However, his next des- Den Networks, has promoted SN Sharma nological knowhow. According to sources, tination remains unknown. During his tenure, as CEO. Sharma was earlier president, opera- Prasad’s association with Dentsu will continue. the agency won several LG Electronics’ accounts. tions, at Den. His new company will provide back-end sup- ACK Media has roped in Vijay Sampath port to Dentsu. as the new CEO. He takes over from Samir Communicate 2, a search and digital con- Patil, the founder. Patil will continue to be on sulting firm has roped in Ronny Raichura as the board of directors of ACK Media. Earlier, head, paid search division. Based in Mumbai, Sampath was with India Capital Advisors. he will report to Vivek Bhargava, the firm’s MD. Raichura will MARKETING oversee key accounts like ClearTrip, ICICI irect Marketing Association (DMA) has Lombard, HDFC
SUSHIL KUMAR SUSHIL KUMAR Dappointed Vatsal Bank, Remit2india, DIPANSU SAHA ASHOK LALLA Asher as COO. Asher was and DSP BlackRock. earlier the vice-president He will also be respon- In a bid to strengthen its senior leadership team, of VARE, the consum- sible for providing Mindshare, the GroupM promoted media agen- er division of Deepak the company with cy, has appointed Ashok Lalla as leader, digital, Fertilisers. Asher will be automated real time RONNY RAICHURA Mindshare South Asia. Based in Mumbai, Lalla will responsible for strength- technology integration report to Ravi Rao, leader, Mindshare SouthAsia. ening DMA India’s into its large paid search accounts. Raichura Until recently, Lalla was with Euro RSCG, as presence as an apex body was previously with UK-based Kenshoo, an president, digital, and worked with several clients for the advocacy of direct optimisation tools company where he managed such as Unilever and IBM. marketing practices. VATSAL ASHER search for Omnicom, Havas and Vivaki. Some of India’s well-known professionals write on issues that they feel passionately about
NANDA KISHORE SETHURAMAN Invisible Competitors
few years back, while at in his home. B-School, I was intro- Then there is the appliances duced to management retailer Croma’s radio spot, and jargons, of which one was Morphy Richards’ TVC. Both are ‘shareA of wallet’. In simple English, trying to lure consumers away from it means how much of an average spending on other categories. person’s share of disposable income Ergo, for brown goods mak- will you corner for your company ers, even the neighbourhood gym by making them spend on products which offers attractive membership and brands from your stable. It gives schemes is competition. beautiful insights about competition It looks like marketers have and the sources it comes from, and woken up to the concept of ‘share how it steals a part of the disposable of wallet’, and are trying to poach income that could have come to you from every other corner to ped- from the customer. dle their wares. Competition is not For instance, one of the biggest within your category anymore. It competitors of the Indian Railways has spread far and wide. What else is low-cost airlines. People who can can explain gold fighting consumer afford to travel second or third AC appliances or crockery? Marketers bogies would rather spend a thou- today are fighting varied challenges. sand rupees more and fly to their -" 676!"8 destinations. For the simple reason UÊ «iÌÌÊ ÃÊ ÌÊ ÕÃÌÊ vÀÊ that they would end up saving a lot 9:-* 68" 8 : within the category. of travel time, this spare time can be UÊ y>ÌÊ >`Ê LÀ>`iÀÊ iVVÊ used for business or recreation as conditions are making the size of the case may be. It’s a fairly simple for this article–radio spots that I I-will-mind-my-own-business- the wallet smaller. concept. heard over the last few days, and the kind-of-a-spot, which is in line UÊ *ÀV}Ê >ÃÊ LiViÊ >Ê `iVÃÊ I have also heard of another recent TVCs I have seen. with its campaigns on other media, point, with the consumer being concept propounded by Coke–espe- The Diwali season was on, and including television. spoilt with choice. More effort is cially in emerging markets like India every brand was roaring its heart out Here’s the next one: World Gold required by marketing and sales and China. It is called ‘share of to reach for the customer’s pocket. Council (WGC). to get the same amount of rev- throat’. The brand realised pretty And, these are times when a brand You can figure out who their enue. early that its biggest competition understands who their real competi- competitor is. The electronic goods UÊ À>`Ê Þ>ÌÞÊ ÃÊ >ÃÌÊ >Ê Ì }Ê in these markets was not Pepsi, but tor is. industry. Whoa! WGC actually con- of the past. Samsung is the new other natural, home-grown thirst siders Samsung, LG, Onida, Apple, Sony. Korea is the new Japan. quenchers such as tender coconut A FEW EXAMPLES and other electronic goods manu- Two eyes are just not enough. and buttermilk. A simple concept: Cadbury’s facturers as competition. Look around. See the patterns and Its biggest job was to convert Celebrations uses the simple idea They’ve taken them head on to if you can’t see that almost invisible these consumers to Coke. I believe Khushiyaan Baato. Share the hap- let us know how quickly these goods spear travelling at high speed com- that was one of the key reasons for piness. Don’t think about meeting depreciate in value, and how gold ing towards you, you may well be the `5 stock keeping units (SKU), your old friend, boss or neighbour. can appreciate. Good idea. I will dead! which was not common in most Just go and meet them. Make them corner that corner of the pocket developed markets. happy, and you shall find happiness. which was meant for the LED TV (The author is head, marketing, at Coming back to the inspiration It’s pretty straight forward. that the consumer felt the need for Bharti AXA Investment Managers)
<< !" 0 Interestingly, a few observ- might change negatively for DC. its position in Tamil Nadu before ers also point out that instead of Because advertisers are happy with entering another state in the South. damaging The Hindu, the cam- The Hindu, there won’t be much In 2008, when BCCL decided to Who Will Have... paign could do more damage to the shift in its advertisers,” says a senior launch the TOI in Chennai, there readers will be added. Moreover, Deccan Chronicle (DC). “Deccan media planner. was a war of sorts. The city was the TOI was not very aggressive in Chronicle is the second choice of With the TOI slated to enter alive with hoardings talking about the city till now, because of which it most of the advertisers, but with Kerala soon, the timing will prove the lineage and the changing times has not been able to become a stan- the TOI finally waking up, things to be crucial as it needs to reinforce - while ‘If it’s Chennai, it’s The dalone newspaper for most of the Hindu’ was The Hindu’s mantra, clients. The Hindu is till the main The campaign aims to make TOI the TOI talked about ‘The Times of paper,” says S Muthukumar, senior India - Changing Tunes’. VP, LMG. the No. 1 in Chennai. [email protected]
66 afaqs! Reporter, November 16-30, 2011
PLAYUP Game On This free app offers real-time scorecards, messaging, and ‘fan hangout rooms’ during live international cricket, football, golf matches and F1 races. News Bureau
ass market social gaming platform way we consume sports, whether in front of the PlayUp has announced the launch of TV, at a live match, or on your way back home Mits new mobile-based social sports net- from work.” work, thus adding a new dimension to live sports Kulshrestha informs that the app has been engagement. created to entertain sports fans by coupling the The social network is called ‘PlayUp’, and concept of social interactivity with that of live according to the company, a first-of-its-kind, sports. He adds that through this app, users will free-to-use mobile application that enables sports Besides offering real- be able to experience many new features such as fans to follow their choice of 20,000 live games time scorecards, the app activity stream and the ability to share pictures, real time. The app further enables people to videos, and voice messages from the ground, simultaneously discuss the games with their fel- allows users to discuss among other things. low fans across the world, through their mobile Through this interactive sports offer- devices. the games with fans ing, PlayUp will attempt to target its current The app is currently available for iOS-based Facebook fan community of 1.3 million, and devices such as iPhones, iPads, iPod touch, and around the world. engage it across multiple channels and platforms. is slated to cover android, desktop and Windows7 This social sports network will let fans experi- over the next few months. Besides real-time measures the degree of excitement among the ence a shift from a passive viewership role to an scoring and stats, it also allows users to create fans, and offers them an opportunity to express interactive and engaged sports experience. private virtual rooms and chat with fans around their thoughts and read those of other fans. PlayUp specialises in building mobile com- the world real time during the games. Though Speaking about the launch of this app, Rajat munities around sports. Founded in 2007 by the app covers all sports, it will focus on all forms Kulshrestha, chief executive officer, PlayUp Australian entrepreneurs Luke Bunbury and of international cricket matches along with inter- India, says, “PlayUp will redefine the live gam- George Tomeski, PlayUp offers mobile-based national football, F1, and golf. ing segment, globally. We see this as just the sports gaming apps. Each game is connected to a social graph that beginning of a social network that will change the [email protected]
Stories featured on this page highlight innovative usage of media using various vehicles like print, broadcast, digital and out-of-home.
afaqs! Reporter, November 16-31, 2011 67 ! "
M A PARTHASARATHY Leader, Business Planning Mindshare, South Asia
am currently reading The Secret of the INagas by Amish Tripathi. This book, part of a trilogy, offers an interesting take on the legend of Shiva and on Indian mythology. The author paints a colourful canvas of life in ancient India and offers interesting perspectives into the beliefs and value systems that have governed our lives over time. While some may feel it is a bit ‘dumbed down’ in terms of language and turn of phrase, this has probably made it accessible to a larger audience. I have always been fascinated by authors who use vivid imagination to bring to life an imaginary or mythical universe, be it RK Narayan’s Malgudi, PG Wodehouse’s Blandings Castle, JRR Tolkien’s Middle Earth or indeed JK Rowling’s Hogwarts. My interests are fairly low-brow and light. Like most others of my gen- eration, I went through the phases of Ayn Rand, Erich Segal and Richard Bach, but my passions have been humour and the good old thriller. I must have read every novel written by PG Wodehouse at least twice. The other humorists I adore are Dave Barry and Scott Adams. As regards thrillers, my favourite author is Jack Higgins–especially his books set around WW-II. I began reading James Ellroy when he used to write for the magazine Esquire; his ‘rat-a-tat’ writing will have you on edge. Next on my list is Out of my Comfort Zone by Steve Waugh. I’m a fan of sports autobiographies and have heard this is one of the better ones. As told to Ashwini Gangal
<< !" concerned about safe driving, since increased awareness means lesser Watch... accidents and fewer damages.” On the digital front, Bajaj Allianz country, there is a lot of frenzy was aggressive on the social media about ‘speed’. Hence, we felt, the front as well. It had developed an time was apt to initiate the Drive online social media-based game Safely campaign across the country.” around racing and safe driving to In addition, interactive brand- promote Drive Safely. Bhattacharjee ed kiosks called ‘Bajaj Allianz Safe explains, “The online game served Zones’, were created at various malls. These promote Bajaj Allianz’s safety commitment, particularly amongst car owners across the country. At Greater road safety these zones, an emcee engaged the crowd with interactive games such awareness means as an insurance and F1 quiz to pro- mote various insurance policies. lower accident Bajaj Allianz Pit Stops were created at petrol pumps and on claims for insurers. expressways, to provide car own- ers an experience similar to the F1 as a platform to generate leads for pit stop. All cars visiting the petrol future sales endeavors, and also pump were given a free vehicle enabled increased reach for the check-up at the Pit Stop within two campaign due to its viral effect.” A minutes, and highlighted the safety contest about F1 and safe driving proposition of Bajaj Allianz to cus- were also carried out on FM radio tomers. Drive Safely was executed stations. The winners won F1 mer- by Grand Brand Solutions, a Delhi- chandise and got an opportunity based agency. Tapan Singhel, CMO, to meet Nico Rosberg. Bus brand- Bajaj Allianz General Insurance, ing and cinema advertising was also says, “As an insurance agent of over extensively used. 12 lakh cars every year, we are [email protected]
68 afaqs! Reporter, November 16-30, 2011
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We are looking business development/client in for a Graduate/PG with 3 – 5 years servicing and should be able to ...... in event management. generate business leads. We are Organization Name: Hungama Email: careers@ looking for a qualified marketing Digital Media Entertainment Pvt. conceptsandsolutions.in professional, with a proven track- Ltd ...... record having at least 4 years of Position: Senior Manager Organization Name: PMG experience. Location: Mumbai Integrated Communications Private Email: [email protected] Profile: We are looking Limited ...... for a candidate with good Position: Creative Head Organization Name: JWT communication and interpersonal Location: Delhi Position: Account Director skills having 5-7 years experience. Profile: We are looking for a Location: Delhi She/He should be a MBA in creative head to develop creative Profile: The candidate should be marketing/communications from a programs and design concepts a Post Graduate in Advertising/ PR premier institute that meet the business objectives with at least 8 years of experience. Email: gaargi.chawla@hungama. of clients. 6-8 years of relevant She/He would provide the com experience in a creative position is leadership, vision and support to ...... needed for this role. help clients drive short term sales Organization Name: RC&M Email: [email protected] and build long term Brand values. Private Limited ...... Email: [email protected] Position: Account Director - Organization Name: First Water ...... Business Development Position: Multimedia Multitasker Organization Name: Fahrenheit Location: Delhi/NCR a.k.a. eMedia Executive Communications Profile: We are looking for a Location: Mumbai Position: Sales Head candidate with 6-11 years of Profile: We are looking for a digital Location: Bangalore experience in activations. She/He wiz who can play with graphics and Profile: We are looking for a should be from a BTL background, animations with a sense of design qualified marketing professional preferably with rural marketing and a strong will to create a digital with at least 4 years of experience in experience. blast. 4 years of experience with 3D an agency. Email: [email protected] Animation skills is required for this Email: [email protected] ...... job ...... Organization Name: People Email: firstwater.recruits@gmail. Organization Name: Impact Interactive (I) Private Limited com Communications Position: Sales Manager ...... Position: Business Development Location: Kolkata Organization Name: Unitrend Manager Profile: The candidate should Ltd. Location: Mumbai have managed a team size of 5 Position: Head of Media Planning Profile: We are looking for a + sales people and must have Location: Dhaka candidate with ability to lead & pleasing personality and good Profile: The candidate should hold motivate a team & present strategic communication skills. 4-8 years of a masters Degree from a reputed RM programs to achieve client’s experience is desired for this role. university with at least 8 years of objectives. 5 - 8 years experience TO ADVERTISE, CONTACT: Email: deepti.m@peopleinteractive. experience. The candidate would be in Rural Communication/ BTL is in required to prepare media plan or needed. Saurabh Sharma ...... concept for any brand or service. Email: [email protected] Ph: 09868919608 Organization Name: Dentsu Email: tanzeem_ahmed@ ...... Email: [email protected] India unitrendbd.com Organization Name: Accenture Siddhartha Sengupta Position: Group CFO ...... Position: GeoGraphic Marketing - Ph: 09768131042 Location: Gurgaon Organization Name: Gauge Manager Email: [email protected] Profile: The candidate should be Advertising and Marketing Private Location: Bangalore [email protected] a CA or MBA(Finance) with at Limited Profile: We are looking least 10 years of experience. She/He Position: Copywriters for a candidate, excellent in would be responsible for financial Location: Delhi, Bangalore communication with at least 10 To view other jobs in Marketing, Media and Advertising, log on to: analysis and inalization of monthly Profile: We are on a lookout for years of experience in internal http://jobs.afaqs.com financial statements. Copywriters and content writers communication role. Email: [email protected] with many faces. She/He should Email: vinitha.george@accenture. 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70 afaqs! Reporter, November 16-30, 2011 Bangalore and Karnataka are growing fast. So is its favourite Kannada daily. * Prajavani grows its readership by 11,18,000 in just one year .
In a state down South where people’s purchasing power is growing from PRAJAVANI. THE MOST TRUSTED KANNADA DAILY. strength to strength, there is one Kannada newspaper that is registering substantial growth year after year. That’s Prajavani. The trusted newspaper that readers rely on for truthful reporting and sound opinions. Which is also why more and more premium brands use Prajavani to influence the buying decisions of potential customers in the rich cities of Bangalore, Mysore, Bellary, Hubli-Dharwad and the rest of the Karnataka hinterland. It makes sound sense to put Prajavani on top of your media list.
To unlock the power of this group, call: Sudip Nag, GM (Advertisement) - 96861 88840. Bangalore: Vijaya R - 98440 92091, Nagesh H R - 94498 29038, Anantha Krishnan - 81477 52856 Delhi: Deepak Menon - 98106 65814 Kolkata: Prabal Deb - 98303 75315 Chennai: A V Vinod Babu - 99520 16709 Hyderabad: Ramachandra Rao - 98490 41737 Mumbai: Vidisha Phukan - 98201 13437. Or email: [email protected]
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