Baskar Subramanian Co-Founder, Amagi
Total Page：16
File Type：pdf, Size：1020Kb
June 1-15, 2016 Volume 4, Issue 24 `100 “National brands are now fighting local brands” TV ad network Amagi is trying to disrupt the television business in India and abroad. 16 INTERVIEW BASKAR SUBRAMANIAN CO-FOUNDER, AMAGI. 6 26 24 PLUS CAMPAIGN TRAIL Ads of the Fortnight 18 UEFA EURO 2016 Grabbing Mindshare 22 MOVEMENTS TATA SALT HE RESPECT SASURAL SIMAR KA Who is Where 27 Age-old Glory Shunning Stereotypes Not a Rural Affair The brand led an outdoor Vir Das parodies ads that, in Simar, the show’s protagonist, extravaganza at the Kumbh. his book, objectify women. morphs into a housefly. *Exclusive NBT readers among NBT+TOI+HT readers in Delhi NCR. editorial This fortnight... Volume 4, Issue 24 EDITOR his is the first time we interviewed a ‘techie’ for an afaqs! Reporter Cover Story. Sreekant Khandekar T The name’s Baskar Subramanian and he’s the co-founder of Amagi, a television PUBLISHER June 1-15, 2016 Volume 4, Issue 24 `100 advertising network. Prasanna Singh “National EXECUTIVE EDITOR Ashwini Gangal brands are The experience was very different from that of interviewing advertising, media and now fighting marketing professionals. For one, media folks guzzle coffee during interviews. Baskar PRODUCTION EXECUTIVE local brands” Andrias Kisku TV ad network Amagi is always meets us over mango milkshake. While interviewing a tech guy, you’re also trying to disrupt the television ADVERTISING ENQUIRIES business in India and abroad. politely reminded that a cloud is not just something that throws water on Mumbaikars Shubham Garg 16 INTERVIEW 81301 66777 (M) BASKAR SUBRAMANIAN in June. CO-FOUNDER, AMAGI. Apoorv Kulshrestha 9873824700 (M) Baskar’s the kind of professional who references mobile apps as tools that belong to Noida the ‘traditional’ pool of media channels. That’s how futuristic his technology-based plans Pradeep Hegde 6 26 24 PLUS 9833933577 (M) CAMPAIGN TRAIL Ads of the Fortnight 18 for the media industry are. The future, he believes, is all about personalised ads, stitched Mumbai UEFA EURO 2016 Grabbing Mindshare 22 MOVEMENTS onto video-on-demand platforms, that ad blockers can’t upset. Utopia? No. It’s real. Who is Where 27 [email protected] TATA SALT HE RESPECT SASURAL SIMAR KA Age-old Glory Shunning Stereotypes Not a Rural Affair The brand led an outdoor Vir Das parodies ads that, in Simar, the show’s protagonist, extravaganza at the Kumbh. his book, objectify women. morphs into a housefly. MARKETING OFFICE While Amagi’s mainstay is all about splitting the TV satellite beam such that different B&B Genesis, A 12/13, Ground Floor, Sector - 16 ads can be aired across the same channel at the same time, the team recently announced Noida - 201301 its tech-readiness to deliver personalised ads for premium live sports and news feed viewed across devices. Though Indians consume a lot more than these two genres of digital MUMBAI 302, Makani Center, 3rd Floor, content, the idea here is to take a pole position. Off Linking Road, Bandra (W), Mumbai - 400050 Live video, Baskar insists, will be a big part of our viewing experience in the days SUBSCRIPTION ENQUIRIES ahead. “With Facebook Live, Periscope and Meerkat starting to reach the consumer level, Akhilesh Singh we think in the next two years you’ll potentially be watching TV content on the internet, [email protected] on your Facebook news feed. Distribution platforms are changing….” he says. Owned by Banyan Netfaqs Pvt Ltd and Printed and published by Prasanna Singh, Currently, networks like Zee and Times work with Amagi. Baskar hopes to get at 7-A/13, Ch. Ratan Singh Complex, more TV channels into the fold. Over time, he wants Amagi to become part of “media Jawala Heri Market, Paschim Vihar, New Delhi-110 063. planning-lore” as he puts it. This Cover Story also marks our desire to start covering newer segments that impact the advertising and media business. Printed at Cirrus Graphics Private Limited B-61, Sector 67, This fortnight, let’s raise a toast to technology. Noida (U.P.), 201301 Ashwini Gangal [email protected] CONTENTS 8 TINDER As You Like It The new digital campaign tries to ‘Indianise’ the brand. Should matrimony-led apps worry? 20 BBLUNT DRY SHAMPOO 14 Influencer Driven A new concept for the Indian market, the product KURKURE 15 TRIPSTR MYSORE SANDAL SOAP 12 was promoted with a video Fun on the Run Going Places Down Ad-lane featuring 15 beauty and Forty families, fourteen DDB Mudra helps travellers The iconic soap brand fashion bloggers. states, and a branded train. explore new destinations. completed hundred years. afaqs! Reporter, June 1-15, 2 0 1 6 5 advertising TATA SALT Not Just a Pinch The copy on the plates read ‘Kariye Shubh Bhojan Ki Shuruwat, Ek Chutki Tata Namak Ke Saath’. By Aditi Srivastava ndia - a land known for its fairs and festivals. A land also known Ifor bringing together people from all walks of life, at the same place, for brief intervals of time. And, nothing “Tata Salt wishes to proves this more than the Simhasth Kumbh Mela, one of which just restore the age-old concluded on the banks of River glory of salt as a potent Kshipra in Ujjain, Madhya Pradesh. harbinger of good luck Leveraging the largest Hindu mass pilgrimage in Ujjain, Tata and good health.” Salt, the salt brand from Tata SAGAR BOKE Chemicals, kicked off its month- long campaign titled ‘Shubh Bhojan Ki Shubh Shuruwat’ on April 22. and Mangalnath Ghat, located on The brand, in its effort to restore the banks of the Kshipra river. The the long-lost tradition of having outdoor initiative grabbed eyeballs a pinch of salt before a meal (a for its 3G ads. custom believed to be auspicious, Last year, Aaj Tak, the 24-hour life-giving, and life-preserving), formulated products Hindi news channel from TV along with experiential marketing designed to cater to Today network, launched an agency The Brand Brewery, specific segments on-ground campaign ‘Safai undertook a two-step initiative of consumers. Ki Dhun’, a cleanliness drive at to do so. It distributed one lakh Re-initiating the the Nashik Kumbh Mela. The branded ‘thalis’ to 15 ‘akharas’ at the tradition of consuming ‘Safaigiri’ drive, as the brand called Kumbh Mela venue, on which food a pinch of salt before it, saw the installation of special was served to devotees visiting the the start of meals, Tata changing rooms for pilgrims on Mela. The ‘thalis’ were so designed Salt wishes to restore the ghats of River Godavari, the that there was a special section for the age-old glory of entrance of which were equipped salt, which was the brand’s way of salt as something with sensors that played the ‘Safai ‘bringing salt’s age-old glory to the which brings good ki Dhun, Bathroom ko Chun’ jingle masses’. luck and good health,” when one entered them. The aim Commenting on the says Boke. There was also on-ground was to encourage the use of toilets. campaign, Sagar Boke, The target group static branding such as branded Another brand that leveraged head, marketing, agnostic campaign balloons being sold at the Kumbh the confluence of sanitation and consumer products targeted one Mela venue, as well as help desk salvation to its optimum during business, Tata lakh people branding. the Nashik Kumbh Mela 2015 was Chemicals, says, through a Dettol, the hygiene brand from “The Kumbh unique plate BEEN THERE, DONE THAT RB (formerly Reckitt Benckiser). Mela is one branding. Given the enormity of footfalls The brand promoted healthy hand- of the largest The copy that take place at the Kumbh washing habits (especially, before religious read, Mela (across various parts of the eating) as part of its ‘Kam Paani congregations Mein Zyaada Suraksha’ campaign. anywhere on The year 2013 saw Lifebuoy, earth where 35 tonnes of salt was the soap brand from Hindustan hundreds and Unilever, tying up with local thousands of distributed to the 15 eateries during the Purna Kumbh pilgrims come Mela where it sent out branded together to take a dip ‘akharas’ at the venue. ‘chapatis’ with the message of faith in the holy waters. In ‘Lifebuoy se haath dhoye kya?’ celebration of this holy spirit, Tata ‘Kariye Shubh Bhojan Ki Shuruwat, country), new product launches (Did you wash your hands with Salt came up with the ‘Shubh Bhojan Ek Chutki Tata Namak Ke Saath’. by companies or building brand Lifebuoy?). Ki Shubh Shuruwat’ campaign to Thirty five tonnes of Tata Salt recall for and through the existing The same year, Idea, the telecom restore the ancient position of salt was distributed to the 15 ‘akharas’ product portfolio by means of some brand from the Aditya Birla Group, as something auspicious and life- at the Kumbh Mela venue for the unique on-ground activation, is a launched a high-decibel outdoor preserving.” preparation of meals. The campaign recurring feature at the fairs. campaign with branded balloons, Boke says that Tata Salt, the aimed to reach approximately At the same venue, telecom welcome gates, bus branding, and country’s first branded iodised salt, 50 lakh pilgrims through the giant Airtel also undertook helpline kiosks across Allahabad has consistently been named one of distribution of salt, in addition to a beautification drive at all the (the venue for that year), as a India’s most trusted food brands. the one lakh people who were part major ghats, including Triveni customer engagement exercise.n “The brand also delivers specially of the product branding. Ghat, Gau Ghat, Sidhwat Ghat, [email protected] 6 afaqs! Reporter, June 1-15, 2 0 1 6 ABP News Network is proud to be the leading news network on counting day.