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.
Market Share ABP News Network 48%
Zee News Network 22% TV Today Network 14%
Source – BARC, NCCS ABC 15+ Individuals, All India, 19th May 2016, 08:00 – 14:00hrs ANN, TVTN, TV18 (excl. ETV), ZNN, India TV, NDTV News Network advertising TINDER As You Like It In Tinder’s recently released digital ad film, an Indian mother approves as her daughter steps out to meet someone she found through the mobile app. By Ashwini Gangal
hen we interviewed Taru the dismay of young adults, Tinder portrayal of what Indian households Kapoor, head, operations, probably wants to be seen and heard are and should be,” he says. WTinder India, we asked her by parents. Come to think of it, it’s Understanding Tinder’s need whether ‘Indianising’ Tinder meant actually noble on their part, taking to localise, he reminds us that positioning it as a near-matrimony away the need for couples to rehearse McDonald’s came up with the Mc app. a carefully fool-proofed lie about Aloo Tikki and that KFC created a She said, “Not really, Tinder where they met,” she says. vegetarian menu for India. “If Tinder is a social discovery platform, an She adds, “I think they’ve done an has to survive in India, it has to introduction platform. A match ‘okay’ job Indianising it; note how localise,” he says, matter-of-factly, on Tinder can lead to multiple the mother asks her daughter to wear adding, “It is doing a great job by things - friendships, professional some kaajal. But certain elements, enabling these conversations.” connections, romantic relationships like coming back home by evening or Should matrimony-led websites and sometimes marriage. Tinder is wearing a kurta for a date, suggest that and apps worry? “No,” opines what you make of it.” Tinder is taming its communication Gupta, adding, “Tinder’s not saying Tinder recently released a digital to appeal to perceived Indian values.” you have to get married. The girl in ad in which a mother pretty much Carlton D’Silva, chief executive “Tinder is a social the ad is not even explicitly saying gives her young daughter her blessing officer and chief creative officer, discovery platform. It is she is going out on a date.” to go out and meet people through Hungama Digital Services, a WPP- Malvika Mehra, founder and the mobile app. The film has been owned company, says about the ad, what you make of it.” chief creative officer of a soon-to-be- viewed nearly five lakh times on “It is trying too hard to be Indian and TARU KAPOOR launched design and communications Facebook so far. in the process, is changing the way outfit, says, “My first reaction to the The text below the video Tinder is perceived. It increases the ad is: Wolf in sheep’s clothing. It’s reads: ‘#SwipeRight to a world of age limit of the TG.” Tinder... It looks like the target Tinder trying to be Shaadi.com. If possibilities.’ He adds, “I don’t believe making audience for this ad is the parents, not you are a wolf, stick to being a wolf, Talking about the importance it ‘sanskaari’ is the right way to go so much the youngsters,” decodes unabashedly, or change the forest.” of having open conversations about advertising the brand; the TG Dasgupta, reiterating, “They got The ad, she feels, is an attempt and debates to address “existing that uses the app runs in the opposite the objective right. The execution, to “moralise” the brand, an effort, stereotypes” around dating and direction! Clearly, the people from however, looks pale.” perhaps, to shed the “baggage” it relationships, Tinder’s Kapoor Tinder’s HQ (Los Angeles) do not Indianising a brand is not brings with it. “Let’s face it - abroad, says, “Our intention is to start a know the pulse of their TG here in necessarily about making it ‘sanskaari’, Tinder carries the reputation of being conversation about the future of India at all.” he insists, citing the communication a pure dating/hook up app,” she says, dating in India... we’re seeing a Bodhisatwa Dasgupta, senior efforts of global brands like Google adding about this ad, “Given the cultural shift towards openness when creative director, JWT, says, “Tinder in our market. Tinder, he feels, is changing moralities and life choices discussing (these topics)...” has a certain look and feel, it speaks simply treading carefully, given the of the young independent Indian, a certain language, it has chutzpah. reputation it has in India. I think it is naive to think these INDIAN AD-LAND This ad does not.” Pratik Gupta, co-founder, kids are actually waiting for ‘Maa ka SWIPES LEFT... He, however, understands what FoxyMoron, a digital agency, says, aashirwad’ before swiping right or We asked a few advertising the brand is trying to do. “As far “Tinder is trying to reach urban left.” professionals. as strategy goes, I can’t fault them. people in the digital space, those While Mehra understands the To Madhura Haldipur, creative By and large, Tinder is known to who’re a lot more evolved than brand’s need to shed its ‘just for sex’ lead, copy, DigitasLBI, a marketing be a ‘boom boom’ app...,” he says, the larger ‘TV audience’. They’re tag, she feels there could have been and technology agency, from the referencing the way youngsters use it showing us that today, women are a better way of doing so. “Putting house of Publicis.Sapient, the film is to ‘hook up’ in the short term. But, modern enough to go out and find ‘mummy’ in there has really taken the aimed at changing the perception of he knows of five people who have themselves a date - (or presumably, brand to the other extreme... Tinder Tinder from ‘It’s how people mate’ met on Tinder and are now getting a potential marriage proposal) - and has managed to confuse the hell out to ‘It’s how people meet’. married. their mothers are forward enough to of the young dating community,” she “The brand clearly wants to “I think the marketing objective accept that their daughters are part analyses. n increase its acceptance. Much to here is to familarise the family with of a modern eco-system. It is a good [email protected]
8 afaqs! Reporter, June 1-15, 2 0 1 6 Powered by
MY FM INTERVIEW RADIO A GAME CHANGER
NARESH GUPTA CSO, MANAGING PARTNER- BANG IN THE MIDDLE
Tell us about your favorite campaign? What mediums were used to execute it? I hear a lot of Radio, but spare me, I can’t recollect any recent campaigns; the last one I remember was for Alpenliebe (Zuban pe lagaam).
Which medium do you consider the easiest to devise campaigns for? Which one is the toughest? Radio is the toughest medium, tougher than TV, tougher than digital, tougher than print. Once a famous media planner told me that Radio is the theatre of the mind, and that is the way to approach Radio content. I think most brands still don’t understand it; they consider Radio as a tactical and localised medium.
Please tell us about a campaign where you used Radio as a medium. shop, and this is the context it should We used Radio very interestingly for Radio has to be used for its use in the most innovative way. There is Jabong when we unveiled the new brand a Radio mindset; a mindset that is about positioning for them. We created a song inherent appeal. When people filling spare time and making that time that was exclusively released on Radio enjoyable. When Radio is approached before the TV campaign broke. It was hear engaging and entertaining with this perspective in a media plan it pure music, no branding, and treated works sharper. as content for the medium. It gave the messages they tend to campaign a deeper connect. The song How does your approach was ranked among the best anthems in remember them. change when creating the world by music listing sites in the U.S. advertisements for Radio in a particular campaign? How do you analyse the success This is a rhetorical question. There is only for most parts hasn’t. Radio has to be used for its inherent of a Radio Campaign? one answer – Very important. Yet, this is appeal. When people hear engaging It has to help the brand connect with where most Radio advertising fails. Its effectiveness and ability and entertaining messages they tend to its consumers. Radio has to leave the to reach out to the masses remember them. When they hear hard consumer with an audio cue, an ear How can a marketer leverage in tier II and III cities have shell, they block it from their minds and worm, and if the campaign is able to do Radio as a medium to reach out always attracted marketers move on. One thing we always recommend so, that is when the campaign succeeds. to his target market? towards it.. Any other benefits to clients is to spend time, effort, and For that to happen, Radio has to have In a very innovative way. This is the that marketers targeting these energy in creating Radio content. a distinct space in the overall creative only medium where the brand can work areas can look at leveraging exploration. with the tonality of the Radio station through radio advertising? How do you see the growth of too, to create distinct advertising and Radio has a different role to play. It is Radio industry in India? According to you, how memorability for the brand. Radio can a passive non intrusive medium. People Radio has just started. It will become important is a good script be localised, and communication can can carry on doing what they are doing significantly more strategic and will be in making a Radio campaign carry local appeals. Brands today have while listening to Radio, like drive or used by brands far more creatively in the successful? gone hyperlocal, but Radio advertising cook or sew or attend to customers in coming times.
advertising MYSORE SANDAL SOAP A Walk Down Ad-lane The brand that began its journey in 1916, completed 100 years in May. By Ashee Sharma
ysore Sandal Soap, the iconic brand from MKarnataka Soaps and Detergents Limited (KSDL), completed 100 years last month. The journey began in 1916 in Mysore with the establishment of the government sandalwood oil factory by the then Maharaja of Mysore Nalwadi Krishna Raja Wodeyar and Diwan, Sir M Visvesvaraya. It was two years later, in 1918, that the golden soap bar hit the market for the first time. In 2006, The Geographical Indications Registry granted the Geographical Indications Certificate to Mysore Sandal Soap, along with Mysore sandalwood oil and Kasuti embroidery. While the brand has largely been driven by its heritage, it was also fairly active on the advertising front. The communication evolved from the promise of a fair complexion, to perfumed freshness, Over the years, the brand got on board thriving. Mysore Sandal Soap has and later, radiant skin. created a niche for itself, particularly Sensing competition, it gradually cricketer Mahendra Singh Dhoni and in the southern market. It is available adopted a more aggressive tone. A in 17 grams, 75 grams, 125 grams, and 2011 ad claimed that Mysore Sandal actor Mugdha Godse as endorsers. 150 grams (in a pack of three). Some Soap is the purest of all, while the rest product variants include Mysore are ‘artificial’. It was probably hinting younger lot. In fact, as can be seen in around `80 lakh. According to KSDL Sandal Classic, Mysore Sandal Gold, at Wipro’s soap brand Santoor, as the one of the old print ads (a testimonial officials, although Dhoni agreed and Mysore Sandal Baby. visuals suggested. of a 16-year-old girl), teenagers were to give them 10 days to shoot the In 2012, Karnataka Soaps and KSDL also rolled out a brand always an important target segment commercials, he managed to spare Detergents also launched Mysore film which talked about the fragrance for the brand. only three”. A five-year-long legal Sandal Millennium Soap, touted as that the firm’s different products The association with Dhoni, battle ensued, in which, the Karnataka the most expensive soap ever. It was brought to successive generations however, soured as the company High Court ruled in favour of the priced at `720 for a 150 gram soap in a family. Over the years, it got alleged that he defaulted on his cricketer. cake. The company also manufactures on board cricketer Mahendra Singh “commercial commitments”. As per However, regardless of this and several other products including Dhoni, and model and actor Mugdha The Hindu, “the endorsement deal various other such problems like coconut oil, talcum powder, body Godse as endorsers to make Mysore was signed in 2006 for a period of sandalwood shortage, KSDL has wash, and hand wash. n Sandal Soap more appealing to the two years, and cost the company managed to keep its flagship brand [email protected]
12 afaqs! Reporter, June 1-15, 2 0 1 6 Kerala accounts THE HINDU GROUP for 36% of India’s tapioca
Kerala University is believed to have invited Albertto be itsEinstein Kerala has Vice Chancellor the largest shopping mall in India which is spread across a gross leasable area of 17 acres Kerala accounts for 92% of India’s rubber
Kerala accounts for 24% of India’s coconut
Kerala’s No.1 English Daily Take our word for it. With our unprecedented access and understanding of the Kerala market, we know the state and its diverse people best. Over the years, we have built a strong reputation with our loyal readers. When you advertise with The Hindu, Kerala’s leading English daily by far, you
reach out through the newspaper that has the trust of Keralites. 2015 ABC July - December Source:
FOR ADVERTISING ENQUIRIES, CONTACT: Print: Kiran Joshy - [email protected] | +91-98475 40456 Digital: Subhra Nag - [email protected] | +91-98409 18070 advertising BBLUNT DRY SHAMPOO Finding the Right Patron Naughty lyrics, spunky visuals... But what’s the TG for a product like dry shampoo? A look at the effort. By Ashee Sharma and Suraj Ramnath.
ime, today, is a much-desired director, Schbang. luxury, but so is creating a Adhuna Bhabani, founder and Tright impression. The time creative director, BBlunt informs crunch that we face has made it that the product has been created increasingly difficult to turn out well- especially for Indian hair and groomed. So, salon chain BBlunt weather. She believes that it is an came up with a solution - its Back “absolute must-have in this heat To Life Dry Shampoo, developed by for those with busy and on-the-go BBlunt experts Adhuna Bhabani and lifestyles.” Sprayed on the roots, Avan Contractor in association with the dry shampoo claims to absorb Godrej Consumer Products Limited grease and grime within minutes. (GCPL). However, it is no alternative to the Created for the mobile-first regular wash routine. generation, the product has come Being touted as the go-to up with a blogger-featured music video and digital campaign titled #DirtyLittleSecret. In the over two- minute anthem, conceptualised by Schbang, Bhabani can be seen with India’s 15 most-followed beauty, fashion and lifestyle bloggers, new concept, but certain interest and lifestyle, and demonstrating the use of the it is definitely are users of products that exist shampoo in three easy dance steps picking up; it’s in the premium space. They refer - ‘Shake, Spray, and Rub-it on for now our best- to reviews, vloggers and tutorials two, Keep your dirty little secret selling product online before making a purchase. with Dry Shampoo’. on e-commerce, Recommendations and honest Prominent bloggers in the contributing 22 reviews play a huge role in this video include Malini Agarwal aka per cent towards consumer purchase mindset. Since MissMalini, Scherezade Shroff, our online sales. the digital medium allows you to Santoshi Shetty, Komal K, Shanaya So, we decided to reach out to the exact target user, Sardesai, Sonal Sagaraya, Karishma think e-commerce first, and create simultaneously tracking the reach, Rawat, Larissa D’sa, Bhumika a niche in the hair-care space. This it was an obvious choice for us.” Thakkar, Anushka Mulchandani, campaign is our shot at educating The campaign is supported by Malvika Sitlani, Megha Bajaj, customers and amplifying the USP on-ground events and sampling Debasree Banerjee, Stuti Singh, of the product (ease of use) to make initiatives. Consultations with and and Hesha Chimah. this a category to reckon with.” demos by BBlunt’s hair artistes The song has been created with Going by the trend, it was and beauty experts have also been strong sexual innuendos. “Our solution for the ‘days in between’ clear that the innovation will find organised at various points of sale. main task was to create noise hair washes, the dry shampoo is limited takers, and hence, it had Enthused by the response, about Dry Shampoo and educate also a relatively new concept for to be targetted sharply at a niche BBlunt and Godrej Consumer consumers about its usage. The the Indian consumer market. The audience. The brand zeroed in on Products Limited are now on a beauty of the product is that it phenomenon has, so far, largely females in the age bracket of 15 to full-scale expansion with an aim to can be used anytime, anywhere. been B2B here, even though it is 45 years, in the top 15 metros. triple the product revenues by the Hence, we thought of highlighting quite popular globally. Elaborating on the TG and the end of 2017. its attributes in a fun and engaging The product can be picked up manner. That led to the idea of The product has been created especially from all BBlunt salons and modern India’s first-ever blogger featured trade stores such as Health & Glow, music video with the key talk for Indian hair and weather. Hyper City, Spencers, and NewU. point being ‘Where would you It is also available on e-commerce do it’ - in other words, where Commenting on the product’s choice of medium employed to portals including Nykaa, Amazon, would you use the dry shampoo. prospects and readiness of the market, reach them, Dawes shares, “Our BigBasket, and Myntra. The price Where everybody chose to ‘do it’, Thomas Dawes, creative director, audience is digital first, people range starts at `250 for 30 ml (mini is their ‘#DirtyLittleSecret,” says Godrej Consumer Products, says, who think and react mobile. These version), and `550 for 75g/125ml. n Harshil Karia, founder and creative “To India, dry shampoo is a fairly are key consumers who have a [email protected]
14 afaqs! Reporter, June 1-15, 2 0 1 6 advertising KURKURE Moving on, Khanchandani has decided to pursue other interests. By News Bureau Fun on the Run The brand took 40 families on a train journey across 14 states. By News Bureau
epsiCo’s ‘namkeen’ snack experts selected the final designs. brand Kurkure hit the railway Six students from College of Ptracks with its ‘Kurkure Family Art, Delhi, and three students from Express’ train, in order to take the Sir J J School of Art were awarded a act of bringing families together to cash prize of `50,000 each. the next level. Both the exterior and Partho Chakrabarti, vice-president the interior of the train that had - snacks category, PepsiCo India, the next eight days, it railed through families also won an all-expenses forty families travelling in it, were plans to stretch his arms towards the the 14 states of Delhi, Haryana, paid culinary trip to Europe. Some decorated with artwork. The families Indian Railways with this initiative. Rajasthan, Gujarat, Madhya Pradesh, also got a chance to be the face of were shortlisted through a rigorous “The forty pieces of artwork will Maharashtra, Karnataka, Andhra brand Kurkure and feature in its audition that saw over 1,000 entries be framed and offered to the Indian Pradesh, Tamil Nadu, Odisha, West television commercials. from across the country. Railways to support its beautification Bengal, Jharkhand, Bihar, and Uttar Actors Ramya Krishnan and Abir For the artwork, the brand drive at stations,” he says. Pradesh. On the eighth day, the train Chatterjee, and popular faces in commissioned forty budding Chakrabarti feels train journeys returned to Delhi. the entertainment industry such as art students from prestigious art are among the most fun family On board the Kurkure Family Annu Kapoor (Suhana Safar with institutions to create a few 100 feet of experiences in India. Hence, sending Express, food aficionados and the Annu Kapoor), Kiku Sharda (BIG artwork at the stations. The students families on a joyride is what the Living Foodz show Food Express’ Magic’s Akbar from Akbar Birbal), submitted their designs based on brand intended to do. hosts Rocky Singh and Mayur and RJs Balaji, Rani, and Sumanta their interpretation of consumers’ ‘Kurkure Family Express’ was Sharma engaged the families in fun also entertained the families during love for Kurkure. A panel of judges flagged off from New Delhi’s games and food contests over the the different legs of the journey. n comprising art directors and culinary Safdarjung station on May 16. Over course of the journey. Four lucky [email protected] ADVT.
afaqs! Reporter, June 1-15, 2 0 1 6 15 “National brands are now fighting local brands” crore – have gone through Amagi’s BASKAR SUBRAMANIAN network. AMAGI Talking about the genesis of Amagi, and the reason to infiltrate a strange industry, Baskar says, “We TV ad network Amagi were looking for large businesses in India to disrupt. We had around is trying to disrupt the 40-50 plans, of which TV was right television business in on top, because of its laggard-ishness when it came to adopting technology. India and abroad. When you’re looking at business models, ignorance is bliss. Not being An interview with part of the industry helps you look at Baskar Subramanian, things from a new perspective.” It wasn’t an easy start. Recalling co-founder, Amagi. his initial marketing challenges, By Ashwini Gangal Baskar says, “It was hard initially. Most of the TV channels laughed at us. They said things like, ‘It’s not icture this: Three guys, doable’, ‘There’s no market for this’, who don’t belong to ‘Why are you guys wasting your the television or media time?’, ‘You guys are talking about an business, who say they industry you know nothing about’, hail from a ‘wireless ‘It’s interesting but won’t work in Ptech’ background, approach a brand India’...” marketing team about how they can However, the CEOs of some help them buy TV spots on a national channels saw potential and were broadcasting network, but only in a willing to “risk it.” He defends his single state in India. The advertiser choice of words with, “It’s important immediately calls the TV channel and says, ‘Hey, who are these guys selling your spots? Is it legal?’ Fair enough. It was always the TV sales guys who spoke to them about spots. Amagi There was never any intermediary. That was eight years back. Today, employs the aforementioned techies enable geo-targeted ad placements for brands technology and from marketing companies like HUL, former media sales Nestlé, Dabur, Mondel z, Parle, P&G, Britannia, GlaxoSmithKline professionals. and Wipro, across 24 TV channels that belong to networks like Zee and Times. They call themselves Amagi. And they do this by buying inventory from TV channels and then slicing the satellite beam. Consequently, to understand the context here – during the same ad spot on a single these are channels with 100s of crore channel, a Dove ad can be aired in worth of revenue. We were three City X while a Santoor ad can be people in a garage in Bangalore, a aired in City Y, at the same time. city that was never considered to be a They can do this across 18 markets, ‘media place’.” simultaneously. A ‘market’, in this and then sells it to them at a premium employees, around seven are posted It took the trio almost 18 months context, could mean a single city, a – Amagi was co-founded by three overseas. Amagi employs technology to convince the first channel – Aaj district, a state or an entire region proverbial outsiders, namely, Baskar and former media sales (radio, TV ad Tak – to try Amagi out. “They said comprising several states. Subramanian, Srinivasan KA and sales, for instance) professionals. it was interesting, but didn’t want to Positioned as a television Srividhya Srinivasan, in 2008. Amagi Amagi is backed by three investors try it in their major markets,” shares advertising network – an entity that is present in 25 countries, including – Nadathur, MayField Fund and Baskar, “So our first test market buys ad inventory from TV channels, India, UK, USA, Japan, Singapore PremjiInvest. So far, ad spends worth was Hyderabad. It is not a Hindi- matches it to the needs of advertisers, and Hong Kong. Of its 265 100s of crore – but less than `1,000 speaking market and didn’t impact
16 afaqs! Reporter, June 1-15, 2 0 1 6 coverstory the channel much, but yet there was South Indian brand. Dove is more Hindi speaking population that we of an urban, Tier I brand. For one could go after.” Today, all ‘Amagi of the washing machine brands I markets’ overlap with BARC’s work with, 70 per cent of its market markets. is Punjab. This heterogeneity is one Both media agencies and TV the biggest challenges for brands. channels seem to be uneasy about a player like Amagi. “Media agencies So you’re saying national are more about better planning and advertisers use Amagi over driving efficiency; they don’t need and above their pan-India TV to invest in this technology. This media plans, to tackle local is something a broadcaster would competition? need to do,” says a senior planner at Yes. Bihar, for example, is Madison. becoming a battle ground for biscuit Dheeraj Gupta, founder, brands, both national and local. So Jumboking, a Mumbai-based vada large biscuit brands may want to pav chain that has around 100 use Amagi to boost sales in that outlets (including in towns like region. Most large biscuit brands Raipur, Amravati, Ujjain, Vadodara “If we’re advertise on TV across India but, and Secunderabad), says, “Amagi typically, increase their media spends helps us advertise on mainstream part of any one disproportionately in Bihar. Instead channels without having to of doing another round of pan-India go national. It makes sense for agency, then other TVCs, Amagi lets them isolate this city-specific brands looking agencies might not particular market and advertise on to communicate on electronic TV only in Bihar. channels. Starcom (media agency) work with us.” So previously, national brands, gives me options for city-specific for such ‘top ups’, would use bus shelters, hoardings, radio and print or radio advertising. Now, print.” the conversations happening are About the process, he says, “We – ‘Should I do out of home or deal with Amagi directly. There is no What’s your relationship with towards national. In fact, eventually, Amagi?’, ‘Should I do BTL or point going to Amagi via Starcom,” traditional media agencies like? we’d like 60 per cent of our revenues Amagi?’, ‘Should I do print or adding as an aside, “Agencies like In the future, are you looking at to come from national advertisers. Amagi?...’ Regional TV was never Starcom won’t entertain brands with a model that doesn’t require you We’re not there yet. very successful in UP, Punjab, small budgets, say, `3 crore, annually. to work with the media agency While categories that advertise Rajasthan, Bihar... we create a Then you have no choice but go to at all – a model that lets you deal on our network include F&B, bouquet that enables brands to Amagi or local media agencies.” with advertisers and broadcasters education, auto, telecom, etc. it’s advertise on TV in those markets. directly, perhaps? really the FMCG brands that drive Similarly, the North East region Edited Excerpts. We work with every media agency the business. (including Sikkim, Manipur, etc.) India’s the land of middlemen, in the country. Agencies are our is the largest market for dairy cream yes, but what does the media customers in some sense; they buy SMEs advertise through your and milk supplements because there industry make of hard-to-define from us on behalf of the advertisers. network because they need are very few cows there. So a dairy intermediaries like Amagi? How They treat us like yet another TV hyper-local communication. brand that distributes its products are you positioned – a tech-savvy option. But under what circumstance nationally has reason to boost pseudo media agency? We don’t cater to the complete does a national advertiser – with communication and viewership in We are like an intermediary demands of an advertiser. I cannot both the need and the means to these markets. between the media agency and the go to an advertiser directly today; advertise on national television – broadcaster. Broadcasters look at us our spread of TV channels wouldn’t turn to Amagi? How do you measure ROI for as buyers of media. They look at us allow advertisers to say, ‘I’m going India is very ‘regional’ in its your advertisers? Last year, you as agencies. Agencies and advertisers to use only Amagi and nothing else.’ competition... even when it comes said you were in conversation look at us as broadcasters. Today it doesn’t make sense. For a to large advertisers. Every advertiser with BARC to figure out a way When I go to an advertiser or small advertiser, sitting in a Tier II in the country, including a Lifebuoy, to give your advertisers real time an agency, the first question is – town like Bareilly or Jalna, without is actually a regional brand. Today, ratings for their campaigns. How ‘Which regions? What can I buy?’ It’s access to agencies, maybe Amagi every brand, in every market, faces has that worked out? almost like an alternative to regional could become an ‘agency of choice’. competition from local brands. For Large and small advertisers television. On TV, no one had heard But for a large advertiser with deeper example, in Hindi-speaking markets perceive ROI very differently. SMEs of an ‘ad network’ model. So it needs – no. like UP, there’s a vibrant SME wave look at the instant response they took a long time for people to get We always work in tandem with coming up. Be it soaps, detergents, get, like store footfalls and sales, as comfortable with the concept. ‘Who media agencies. Working without the toothpastes... there are so many these are a lot more tightly linked are you in this whole business?’ they media agency is not the objective for local brands. So competition is no to their advertising. The moment asked. us. longer between two large national they release an ad, their distributers Even today, this impacts us brands; competition is starting to communicate back to them. So for in a lot of ways. I mean, we’re On Amagi’s network, what’s become local. The Unilevers, P&Gs them it’s fairly ‘real time’. What we neither part of the IBF (Indian the ratio of SME to national and Glaxos of the world need to could provide them with is a real Broadcasting Foundation), nor are advertisers like? Which product win regional turf wars, not one big time SMS model that alerts them to we part of the AAAI (Advertising category is most prolific? national war. That is going to be the a new ad; they, in turn, can alert their Agencies Association of India). From the perspective of the fundamental problem facing brands, distributers. That’s a conundrum. As a market number of people who advertise with going forward. Large advertisers need to be and as an economy we have to be us, 60 per cent of our advertisers are Every product has heterogeneity auditable, so they look at GRPs. Yes, accommodating of multiple business SMEs and 40 per cent are national in terms of market demand. No measurability is a problem that models, of intermediaries that can advertisers. But from a revenue product sells uniformly everywhere. potentially come into the game. perspective, the skew, today, is For example, Horlicks is an East and continued on page 22 >>
afaqs! Reporter, June 1-15, 2 0 1 6 17 presents campaigntrail New campaigns across television, print, out-of-home and digital media. VIDEOS
DEL MONTE KAMDHENU PAINTS The company’s social media campaign #DontBeASucker, Kamdhenu Paints has rolled out an ad film titled ‘Chupao featuring rapper Baba Sehgal, takes a dig at tetra pack- Nahin, Sudharo’, which conveys a simple message – Paints based juice brands, as it promotes its own range of canned can not only beautify walls, but can also improve their MYNTRA juices. physical condition. The online fashion portal has released a new campaign Creative Agency: Wunderman International Creative Agency: GREY group India titled ‘Try Myntra. You’ll Love It’. The ads address the 80 million consumers who’re yet to shift from offline to online for their fashion needs. Creative Agency: Taproot Dentsu
INDIAN NAVY BANJARA’S ASIAN PAINTS SMARTCARE A new ad campaign, ‘The Navy Gives You More’, released This new ad film, #ProudOfMyColour, released by SOLUTIONS by the Indian Navy, informs us about the opportunities a Banjara’s, a skin care brand, implores fairness-obsessed Strategically released before the monsoon season, Asian career in the navy brings with it and positions the same as Indians to stop using colour as a parameter to gauge Paints’ campaign positions it as the ideal option to tackle an attractive option for both men and women. beauty. The protagonist in the film is a dusky, beautiful dampness and leakage-related issues. This humour-laden Creative Agency: Carat Communications basketball champion. campaign is an extension of the brand’s ‘Zubaan de do’ Creative Agency: INDIA/2 umbrella thought. Creative Agency: Ogilvy & Mather
PEPPERFRY.COM Pepperfry.com, online furniture and home products TI CYCLES marketplace, has launched three ad films as part of a Never Challenge a ‘Roadeo’, says TI Cycles in a recent 360-degree campaign ‘Stop Suffering’. The films are INSHORTS ad. The campaign positions the bicycle brand as a aimed at educating people about the pitfalls of getting In its first piece of communication, mobile app Inshorts partner that can help teenage boys overcome life’s furniture made at home, a common Indian practice. highlights its USP – News in 60 seconds. In a humorous challenges with panache. Creative Agency: L&K Saatchi & Saatchi video, titled ‘Time Bomb’, a young bomb expert tries to Creative Agency: Lowe Lintas, Chennai diffuse a bomb in less than 25 seconds. Creative Agency: Cheil India
Got some great campaign that has been published recently? Upload it on afaqs! for the world to see. Visit: www.afaqs.com/advertising/creative_showcase
18 afaqs! Reporter, June 1-15, 2 0 1 6
digital TRIPSTR << continued from page 17 National brands... we need to solve over time. The number of To the New meters BARC has put is not enough.
Tripstr will help travellers explore new destinations. By News Bureau Is getting acquired on the cards? Has any large communications network like WPP or Dentsu approached you for this? We are a platform that needs to be neutral when it comes to advertisers and broadcasters. If we’re part of any one agency, then other agencies might not work with us. If we’re part of a TV channel, other TV channels may not work with us. It is critical, from a principle perspective, for us to be neutral. Having said that, will it be attractive? Potentially, yes. Have conversations taken place? I wouldn’t say no. Are we looking at it? No. It’s a longer term play. We’re not there yet. We’re still in the process of creating value. Is it good for us to be part of another company right now? I don’t know. We’re creating a market right now. And we need to have that entrepreneurial spirit to do that.
When it comes to the need to localise com- munication and segment audiences, how does India compare with other countries? India is what I would call a textbook case study, because of the number of cultures in it. For targeting to work, you need a large geography (Singapore, for instance, is too small), heterogeneous ‘market uptake’ (that is, purchasing power and consumer habits), and homogenous TV viewing behaviour. India fits into that, as do markets like China, Russia, Brazil, Indonesia, Eastern Europe, and the USA. They all have heterogeneity in terms of market uptake and homogeneity in terms of TV viewing behaviour. ripstr, the latest innovation by also contact Broken Compass to request DDB Mudra Group for Broken an itinerary for their location of interest. Digital video is a burgeoning new platform TCompass is a Google Chrome Tripstr can turn the internet into for advertisers to leverage. What is Amagi extension that helps one visit any a huge window display for travel, and doing to ride the digital video wave? picture on Flickr and Instagram. Broken help people discover new destinations An advertiser is interested in buying viewer- Compass is a travel venture which and finalise bookings - all through user- ship. 24 months from now, in India, advertisers specialises in planning and executing generated content. won’t care whether the ad is being watched on customised travel plans for individuals Commenting on this innovation, TV or on the internet. So online video is like and groups. Dabral: Sonal Dabral, chairman and chief television, in some sense. But the missing piece Until now, travellers across the Wanderlust creative officer, DDB Mudra Group, in this puzzle is – advertisers don’t know their world have been visiting destinations that says, “Tripstr is the kind of work you will unique reach across TV and digital video. This have been explored before as current interfaces of not expect an ad agency to do and that’s what I’m problem will be solved if the individual can travel bookings are just flight searches for a user’s really proud of. It’s a testimony to the kind of be tracked across screens. As TV moves into pre-decided destination. Tripstr attempts to break talent we now have at DDB Mudra Group and IP-based platforms (mobile, iPad, etc.), advertis- this conventional way of travelling by altering the where we are heading. A place full of passionate, ers will be able to have a TV-like experience on interface itself. And, what’s more, it’s all free. energetic, out-of-the-box thinkers who are not digital platforms. The new digital video campaign shows how content with making ads, but are every day, TV folks have done a great job of storytell- user-friendly is Tripstr; the user needs to just using their creativity to solve our clients’ business ing, by inserting ads at the right moment, say, download it from the Google Chrome Store. Once problems - whatever shape or form the solution just before the climax. We want to bring this installed, it asks for the user’s city of departure, and takes.” and other graphics-led inventory like L-bands expected dates for departure and arrival. Then, it Sharing his views on Tripstr, Rahul Mathew, and tickers from the TV world into the online turns any geotagged (geographically tagged) image creative head, DDB Mudra West, adds, “Tripstr world. These ads will be personalised down on Flickr and Instagram into a potential flight stands testimony to the fact that the solutions for to the individual. In April we announced the search. our clients’ business can, or should, no longer be completion of the product (Thunderstorm) It does this by simply finding the location of limited to communication. Broken Compass talks that enables this. We’ve finished integrations the image, and then searching for the nearest to a mindset, and through this Google Chrome with multiple TV networks for this. n airports. Users can then directly book flights, or extension we put them in touch with people of just add the place to their watch list and set a price this mindset.” n With inputs from Suraj Ramnath alert to take advantage of price drops. They could [email protected] [email protected]
20 afaqs! Reporter, June 1-15, 2 0 1 6
media UEFA EURO Grabbing Mindshare JWT has created an ad campaign to promote Sony Pictures Networks’ upcoming football property. By Anirban Roy Choudhury
ony Pictures Networks’ sports Krishnan adds, “We are coming channels Sony Six and Sony to the end of the busiest cricket SESPN are all set to telecast the calendar in a while - Asia Cup upcoming UEFA Euro 2016 (June 10 Cricket, followed by the T20 to July 10) and the biggest challenge World Cup, and then the Indian facing the broadcaster is getting Premier League tournament. India sports buffs to snap out of the cricket witnessed three high voltage cricket mania and tune into football. tournaments one after another. The tournament involves all the That is why we thought of saying top international teams of Europe it’s time to switch.” and is held once every four years. While traditional football fans will UEFA re-structured the tournament hop on anyway, to get the attention and transformed it from a 16-team of ‘fringe viewers’ (those who are affair to a 24-team race. The number not regular football fans, but do tune of matches, too, has been scaled up in during FIFA World Cup or Euro Madraswala, Krishnan, Gupta and Sodhi: From fence to pitch from 31 to 51. Cup) is a big challenge. Prasana Krishnan, sports cluster “During the FIFA World Cup business head, and EVP, Sony 2014,” Krishnan recalls, “the ratings Bangla feed last time, and we will them),” he shares. Pictures Networks, says about the of a single match were 15 times more have it this time, too. We will also In football, unlike cricket, room property, “What makes it even big than that of an average European have English, Hindi, Tamil, Telugu, for advertising is limited. The slot is the additional prime time game. league match.” He aims to equal that. and Malayalam,” reveals Krishnan. between the end of the first half Previously, there were only two SPN recently tied up with the “This is the first major and the start of the second half is games daily. We now have a game global sports broadcasting giant international football tournament in considered prime time. These slots, at 6.30 pm, at 9.30 pm, and at 12.30 ESPN, and will therefore, have access the BARC era. All others were played informs Gupta, are being sold at “a am. From an India perspective it’s to the editorial content of ESPN. during the TAM regime,” he says, rate of `2,50,000 per 10 seconds.” neither too late nor too early, and the SPN will use this content during pre adding, “I won’t be surprised if we The tournament will be streamed three matches cover the entire prime and post-match programming. match FIFA 2014 revenues.” That live on SPN’s VOD platform Sony time slot.” “ESPN being the broadcaster of will be 100 per cent growth when Liv. Uday Sodhi, executive vice- In order to promote the property, president and head, digital business, JWT has created an ad campaign The tournament will be streamed live Sony Pictures Networks India, says, titled ‘Time To Switch’. The objective “The digital coverage will have of the campaign is to get people to on SPN’s VOD platform Sony Liv. separate inventory. We will promote shake off the cricket hangover and the streaming separately.” switch their attention to football. the tournament in the US has set compared to Euro 2012. About the media mix, Murtuza up a studio in Paris from where According to Rohit Gupta, PLANNER SPEAK Madraswala, AVP, marketing, sports developments will be reported - we president, network sales, SPN is Vinit Karnik, business head, ESP cluster, Sony Pictures Networks, will use those reports. For the pre and hopeful that the property will grab properties, says, “After FIFA, this says, “We will have outdoor, digital, post-match entertainment, we will the fancy of India’s urban youth, the is the most popular competition, TV (beyond the home network), and have a special studio show involving segment with maximum disposable globally. This is the first time that nation-wide print campaigns. We retired and renowned footballers and income. This has implications for the Sony Six will telecast all 51 matches have broken the marketing campaign sports presenters,” adds Krishnan. kind of advertisers the tournament live. Sports viewership is now with two TVCs and will soon dish Multi-lingual feed (that ran as attracts, he insists. “Forty per cent mapped beyond television screens. It out two more. Overall, there will be an experiment during the FIFA of our inventory is already sold. will be interesting to see how Indian four 15 second-TVCs, and two 30 World Cup), will be used this time, We have signed one title and two viewers consume this content.” n second-TVCs.” too. “We had great success with the associate sponsors (Gionee is one of [email protected]
22 afaqs! Reporter, June 1-15, 2 0 1 6 nd
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For sponsorship contact: Samarjit Singh : [email protected] | +91 9811436040 media SASURAL SIMAR KA An Affair Not So Rural Recently, Simar, the protagonist in Colors’ Sasural Simar Ka, morphed into a housefly. The twist comes with a 40 per cent hike in production cost per episode. By Anirban Roy Choudhury
ob Dylan wrote a song that went ‘The times they are a Bchanging’. Indeed, they are. Especially, in the Hindi general entertainment programming space in India. If you tune in to Colors at 7:30 pm and see a ‘fly’ buzzing on screen, don’t get confused. Colors is not premiering the Bollywood horror thriller ‘Makkhi’. The protagonist in the soap ‘Sasural Simar Ka’ - ‘Simar’ herself - has turned into a fly. It is a curse, of course. ‘Sasural Simar Ka’, produced by Rashmi Sharma Telefilms, has had a straight run of five years, during which time it has introduced several supernatural twists. Insects seem to be a popular theme at the moment; one of the antagonists in Balaji Telefilms’ ‘Naagin’ (another show on Colors) will soon morph into a honey bee. ‘Naagin’ is currently, the top programme in the Hindi GEC genre. It is easy to assume that the introduction of such ‘special’ characters and supernatural twists is the broadcaster’s attempt at luring rural audiences. But, the fact is that supernatural gimmicks are equally, a thorough brainstorming session. if not more popular, in urban India. The move, though, was not meant Sample this data from Broadcast to counter the bee track in ‘Naagin’, Audience Research Council the spokesperson clarifies. (BARC) India: During Week 15 “We finalised on a ‘makkhi’ (fly) fly twist takes the figure well beyond and ‘masking’ its movements is and 18, Naagin fetched 16.4 million since it was never done before on the `10 lakh mark. time consuming. This is a daily Impressions, of which 10.4 million TV,” asserts the official. “When you know you are doing show. We cannot lose the creative were from the urban (HSM The fly is an animation-based something different, taking such a aspect, nor delay. The writer plays a 4+) market. Around 5.9 million character. The visual effects (VFX) risk is worth it. Cost is not an issue vital role in ensuring creativity and Impressions came from rural India. involved are an expensive affair, when we are doing something as continuity, which are maintained For Sasural Simar Ka as well, we learn. “The cost per episode exquisite as this. We are pioneers despite these challenges,” explains the trend is quite similar, with 4.2 will go up by at least 40 per cent”, when it comes to characterisation,” the spokesperson. million Impressions garnered from informs the official, adding further, says the spokesperson, claiming it “The time that the ‘makkhi’ urban India, while rural areas yielded spends on screen in each episode around 1.9 million Impressions The show got 4.2 million Impressions depends on the amount of time the for the show. The show garnered animation experts take to create that a cumulative rating of 6.1 million from urban India, while rural much screen time for the ‘makkhi’. Impressions during the same period. These are factors that we have to Overall, BARC India measures areas yielded around 1.9 million keep in mind when we are writing a 153.5 million TV households of Impressions for the show. track like this. But, at the same time, which 77.5 million are in urban we need to keep the story alive and India and 76 million are in rural “The animators and visual effects was the ‘Naagin’ track in this show make it better every day for people India. BARC India Bar-o-meters experts working on the track have that gave the channel the idea to to stay glued to it,” says the writer are now present in 22,000 TV earlier worked on many big budget create an entire show based on the of the show. households. blockbusters.” same theme. Snake, housefly, mongoose, A senior member of Rashmi Our sources in the production Besides the cost involved, the honeybee... what next? An entire Sharma Productions informs us that house of ‘Sasural Simar Ka’ inform introduction of a supernatural track show with a fly as the protagonist? the decision to introduce a fly in us that the cost per episode lies brings with it other challenges, too. We won’t be surprised.n Sasural Simar Ka was taken after within the `7-8 lakh bracket. The “Creating an animation-led character [email protected]
24 afaqs! Reporter, June 1-15, 2 0 1 6
advertising HE RESPECT Shunning Stereotypes “Don’t objectify women to sell products” is the stand-up comedian-turned Bollywood actor Vir Das’ message. By Ashee Sharma
kimpily-clad women with husky voices and unnatural Spouts have sold us almost everything, from bikes and phones to holidays and cement. Though deo brands are more guilty of this than others, nearly all product segments out there have tried catering to the male gaze to move products off the shelf. Stand-up comedian-turned Bollywood actor Vir Das has had enough. In a digital ad film for He Respect, a new variant for the He range of deodorants from Emami, Das challenges ads that, in his book, objectify women. To this end, he parodies several ads, including the famous ‘Aamsutra’ commercial in which Katrina Kaif romances a mango your Opinion, and were asked to taken up respect for women as its and the popular ‘Even angels will fall’ wear them, click a selfie, and share core thought. (international) commercial for Axe it on Facebook or Twitter with Spandan Mishra, head, strategic Deodorant. He also takes a dig at #HeRespect. In the subsequent planning, Rediffusion-Y&R, the oft-seen bathtub-cum-rose petals phases, the brand ambassador, actor believes a conversation on the routine, most recently spotted in an ad Hrithik Roshan, will promote the subject (objectification of women for Lux, featuring Kareena Kapoor. new ‘Scent of respect’ thought; his in advertising) is long overdue. “If Empathising with the female last message on behalf of He Deo you want to make people re-think models in these ads, Das says he feels was ‘Be Interesting’. these clichés, you have to keep at “awkward, pointless and objectified” According to Harsha V Agarwal, it. While the references in the film Saha, Sharma and Mishra: when asked to spread out, for director, Emami, today, men need “a are somewhat dated, it is the most Diverse opinions example, on a motorcycle. The video positive role model” who is “able to obvious execution for such an ad,” he ends with him saying, “You don’t give due respect to women...” says, appreciating the idea. have to objectify women to sell a Sharmine Panthaky, vice president However, he rues the way the create some initial fervour and product...” going on to make a case and branch head, Mumbai, Orchard ad does not sell the newly launched chatter, but won’t help in the long product at all. “Those watching it run,” she insists. may end up buying a bottle of He, Noting how the brand focusses on In the video Vir Das parodies several ads but not He Respect,” he predicts. an “issue” rather than on an “insight”, that, in his book, objectify women. Anusheela Saha, group creative Divya Sharma, executive planning director, Cheil India, feels the director, Hakuhodo Percept, points for He Deo, a brand for “real men” Advertising, says, “...there is no merit execution could have been better. She out that the ad mocks, rather than who respect women. in falling prey to any of the usual says, “...the agency and production challenges the archaic, stereotypical The campaign has been crafted tactics brands and categories employ guys must have had fun writing and objectification of women (and men) by Orchard Advertising (part of to sell. We aren’t interested in helping making this ad, but they were unable in advertising. the Leo Burnett Group). Dentsu men attract women. This may seem to pass on the humour to us. Also, About brands and their newfound Aegis Network’s digital agency counter-intuitive in the deo category, the mash-up of spoofs has been done need to be socially relevant, she adds, WATConsult worked on the digital but we are sure our effort will buck before.” “We are nowhere near being done execution and amplification. the trend and find support.” Overall, she’s of the view that too with ‘socially active’ advertising. In The campaign’s teaser phase many brands piggyback on causes, fact, we are just getting started.” The was supported by below-the-line MIXED REVIEWS these days. “I think we are overdoing problem, to her, is brands taking and digital efforts - men were While some think brands have it. Taking up a cause to make your up social causes just to grab the given ‘Respect’ t-shirts through overplayed their ‘feminist card’, communication stand out is a feeble limelight. n the brand’s online partner Wear others are glad that a deo brand has attempt at product selling. It might [email protected]
26 afaqs! Reporter, June 1-15, 2 0 1 6 people
A round up of some major people >> MOVEMENTS/APPOINTMENTS<< movements in the last fortnight
ADVERTISING MEDIA entsu Creative he chairman of DImpact, the Tthe Essel Group creative agency from of companies Subhash Dentsu Aegis Network, Chandra has resigned has announced the from the post of appointment of director and non- Anupama Ramaswamy executive chairman of and Akashneel Dasgupta Zee Media Corporation as executive creative Limited (ZMCL). directors (ECD). Both ZMCL has informed will report to Soumitra the Bombay Stock Karnik, national creative AJEETA BHARADWAJ ANUPAMA RAMASWAMY AKASHNEEL DASGUPTA Exchange (BSE) that SUBHASH CHANDRA director, Dentsu India the Board of Directors Group. of the company at its meeting held on May FCB Ulka Advertising has announced the 24, inter alia, took on record the resignation appointment of Debarpita Banerjee as president, of (Subhash) Chandra as director and non- North and East. In her new role, she will operate executive chairman of the company with effect from the agency’s Delhi office and work towards from the same date. business development for the agency across these Viacom18 has announced the appointment two regions in India. In addition to this, she of Saugato Bhowmik as head of its Integrated will also head the soon-to-be launched branded Network Solutions (INS) business unit. INS content division of FCB India, a part of the FCB develops brand solutions for consumers and Ulka Group. live properties across music and entertainment Prior to this, Banerjee has worked as global DEBARPITA BANERJEE SAMRAT DAS GUPTA genres. Bhowmik, who takes over the baton marketing and brand consultant, handling from Jaideep Singh, will continue to head the a portfolio of channels at Fox International South and South-East Asia. consumer products business line at Viacom18. Channels and Culture Machine, a YouTube Leo Burnett has announced the elevation of Ajeeta Sanjay Pugalia, editor of CNBC Awaaz and content company. She comes on board FCB Ulka Bharadwaj as planning head, Mumbai. Prior to the CNBC Bajar, has decided to move on from with 19 years of experience in advertising and elevation, she worked as executive planning director Network18. He was with the organisation for content marketing. at the agency. She will report to Dheeraj Sinha, chief 12 years. Before joining Network18, Pugalia Cheil India has roped in Samrat Das Gupta strategy officer - South Asia, Leo Burnett. Bharadwaj was news director at Star News. He also served as head of the agency’s experiential marketing brings with her 15 years of experience in brand as executive editor of Zee News. division. Das Gupta joins from GREY Group planning and strategy. The brands she has worked Prior to that, he was deputy executive India where he was vice-president and business on include HDFC Life, P&G, Tata Sampann, producer at AajTak. His earlier experience also head, and worked on accounts such as BAT, P&G, Emami, Star Plus, Heinz, Coke, Sony Entertainment includes stints with Navbharat Times, Business GSK, Nokia, Mars, and ITC. He has 16 years of Television, CavinKare, Anchor, AXN, Sony Pix, Standard, and BBC Radio. n experience in marketing and communications in Godrej, Qi Spine Clinic, and Fiat. n DIGITAL eo@Ogilvy has marketplace which he Nannounced the quit in May last year. appointment of Ankush Agarwal brings Talwar as head, analytics and with him 14 years of insights. In his new role, industry experience Talwar will develop and across all aspects of scale the analytics capabilities consumer internet for digital and performance businesses and media for the agency. Prior tangible business to joining Neo@Ogilvy, he models. In the past, was with Flipkart as head, he has held senior customer and brand strategy ANKUSH TALWAR PARUL ARORA PRASHAN AGARWAL RAHUL TANEJA leadership roles at analytics. Naukri.com, GE Talwar comes on board with more than 12 creative director with L&K Saatchi & Saatchi, a Infrastructure, and Sapient Corporation. years of experience in data science, analytics, and full-service advertising, digital, and social media Jabong.com, the e-commerce brand from the insights, having worked across multiple industry marketing agency. Global Fashion Group (GFG), has announced the sectors such as e-commerce, retail, banking, and Prashan Agarwal, a serial entrepreneur in the appointment of Rahul Taneja as chief business utilities. consumer internet space, has been roped in as officer. Taneja will report directly to Sanjeev Social networking site Facebook has appointed the chief operating officer (COO) of the Times Mohanty, chief executive officer (CEO) and Parul Arora as creative strategist for its Creative Internet-owned online music streaming app managing director, Jabong.com. In his new role, Shop, a division under Facebook for Business. Gaana.com. Prior to joining Times Internet, he Taneja will take care of category management, The Creative Shop is a team of brand marketers, co-founded multiple internet ventures including pricing, creative campaigns and offline/brand creative directors, and strategists who work for 19miles.com, a website catering to used car trade, marketing. Prior to joining Jabong, Taneja has business development of their clients. Prior to with which he was most-recently associated, and worked as vice-president and head of category joining Facebook, Arora worked as executive PropTiger.com, an online real-estate transaction management at Snapdeal. n
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