Product: ETNEWMumbaiBS PubDate: 23-09-2015 Zone: BrandEquity Edition: 1 Page: BEFP User: kailashk0106 Time: 09-17-2015 01:40 Color: CMYK

THE ECONOMIC TIMES SEPTEMBER 23-29, 2015 WHEN IS AN SUV NOT A ROADHOG? Sub-4 metre SUVs are getting both Indian consumers and auto manufacturers to think small

LIJEE PHILIP ANIRBAN BORA The battlelines are getting drawn in yet another segment of the auto market. The Mini or the sub 4 metre SUVs (sports utility vehicle) is getting on to the want list of an increasing number of Indian auto consum- ers and enthusiasts. Every major car maker has announced plans to enter this highly competitive space by 2016. This segment, technically kickstarted by the Ford EcoSport and now MINI SUV with the recent launch of SALES the Mahindra TUV300, also FORECAST #Epic #Epic has Honda, Maruti Suzuki, VW, Renault and others 2014 Sales T firming up launch plans. answer to meet urban mobility 55500 units OR By 2016 there could be as challenges such as congestion, many as 8 mini SUVs on parking. Since its introduction two 2018 Forecast T sale in the `6- `9 lakh price years back, the core value-for-mon- range, say experts. 06600 units ey proposition of Ford EcoSport To sweeten the deal for continues to be strong for custom- Sale Day Fail Day 2022 Forecast T consumers many of these ers looking for a quality product vehicles come with fea- 374000 units starting `6 lakh. Recently, Ford What can India’s big etailers learn from previous ‘sale’ disasters? And how do they tures that consumers may India celebrated the 200,000 sales have had to pay a lot more 2025 Forecast T milestone for the car. ensure they have the right sort of epic sale this time around? By Ravi Balakrishnan for. Manufacturers are fo- 426000 units The appeal: practicality and cusing on safety features SOURCE: EMMAAA marketing that positions these ow brands and big box retailers last minute bids on Ebay fared well. The ones who the gap in how long a product is available for. It’s like airbags, vehicle sta- as an everyday versatile vehicle. prepare for festive seasons or were disappointed — and it felt like there were at better to have a live clock ticking, counting down bility and anti-lock braking systems as well “The consumer wants to experiment with sales is, by now, an oft-told tale: least a billion — fumed and fretted online till the the duration of the deal rather than people find- as more lifestyle oriented features such as different body-styles and may prefer a mini extra staff come on board for just Flipkart’s Bansals felt compelled to apologise. ing inventory is over.” keyless entry otherwise seen in high end SUV to a hatchback or sedan. The tall stance Ha few days, months are spent ne- So, what are etailers to do as they prepare to Throw mobile-based apps into the mix and sedans. EcoSport for instance offers a new works well for the ego and its road presence, gotiating exclusive deals, there’s serve another big billion? things get a lot more complex. On the one hand, feature SYNC with Ford AppLink, which and better ground clearance serves it well a ‘no-holidays-during-the-holidays’ rule for regu- there’s a walled garden of data to be mined. enables users to access smartphone appli- on potholed roads,” says Deepesh Rathore, lar store hands and the shifts stretch from 6 AM Be Ready For Literally Observes Kumar Subramaniam, co-founder, cations through voice commands. founder & director, Emerging Market to midnight. A Billion Transactions Zero:Zero: “We know if the app’s been used to Ford was the first to identify the evolving Automotive Advisors (EMAA). But what of India’s leading ecommerce play- Etailers cannot make grandiose claims of serv- search for shoes, if the purchase was made, if needs of Indian consumers, looking for an Continued on Page 4 >> ers? Apart from throwing in discounts every ing a billion and then not have the comput- there was an exchange, etc. The ecosystem is day, many of them are remarkably susceptible ing power to deal with even half that number. rich and etailers are just scratching the sur- to isolating one day (or three) a year when they Whether online or offline, infrastructural read- face.” Which brings us to its biggest problem: hope the largest chunk of money spent online by iness counts for a lot. Overseas, the main motiva- complex user interfaces with lots of scope for Indians will be on their sites or apps. tion for such sales is offloading stock. unintended button mashing. Flipkart’s founders were preparing for a bigger, In India, it’s to get a larger number of people Subramaniam admits, “Shoddy UX is a big better ‘big billion day’ as far back as January this shopping online. Their first experience needs issue that is unaddressed. I guess it’s more year. It wouldn’t surprise us if in the last three to be memorable. Error messages and products painstaking than splurging crores on an ad Funny Business months of 2015, there’s a grand orgy of conspicu- disappearing from shopping carts don’t make for campaign.” While still on apps, Harshil Karia, “How many crores can ous consumption, complete with “never before” great memories. Rajdeep Endow, MD, Sapient, MD, Schbang, believes there’s a case to be made you give me for comedy deals on the apps and sites of Amazon, Flipkart observes, “No amount of advertising can bridge for them using data optimally and “compression and Snapdeal. and resizing of images is a must.” every year and how many Online sales have existed for a while: Citibank’s Etailers cannot make grandiose people you want to reach, OMG Sale and the Google Online Shopping Make Shopping Social and I will work towards

Festival, for instance. But the one that’s most claims of serving a billion Even online shopping is not a lonesome experi- CHANDA BHARAT recalled for reasons good and bad is Flipkart’s and then not have the ence in India. There are phone calls made, links achieving that with Big Billion Day sale last year. It was online shared, and parallel teams of friends, family and comedy” Darwinism at its finest. Those with fast net con- computing power to deal colleagues tracking prices on other sites. nections, twitchy fingers and instincts honed by with even half that number Continued on Page 4 >> Vir Das on the business of comedy >> Page 2 BrandRevival MISSING IN ACTION MAGGI’S COMEBACK CAMPAIGN WAS AWW-INSPIRING. BUT HOW DID IT COME TO BE AND IS IT RIGHT FOR THE BRAND?

RAVI BALAKRISHNAN porate mandate than advertising as Maggi made a comeback a few usual. For his part, Joshi clarifies, weeks ago: if not to the store “We were already their partners. It shelves, at least on the internet was their decision that we partner with a series of ads about a bunch them at this juncture. I think it’s an of Maggi loyalists who shared tales honour. Everybody is around you of their love for the noodle. There in happy times but true partners were socially dysfunctional young stand by you in crisis.” men looking to build bridges with While the ads have been widely their neighbours in the hopes of viewed and shared, are they bang being asked over for a meal in a on strategy? Maggi-less world. Fathers deprived While admitting the ads are warm of the one thing they could cook. and fuzzy, relevance could be the Six ads in all, ending with a miss missing link according to Dheeraj you message. Sinha, chief strategy officer, Grey Interestingly enough, the sugges- Group South & South East Asia, tion that a campaign be done after “Given the intensity of the contro- a High Court order granting the versy some warm fuzzy digital ads brand conditional relief came from won’t solve things in people’s minds. an agency. Not Publicis which has ‘Was there lead or no? What have been handling brand Maggi for a you been feeding us all while now but McCann Worldgroup these years? Are you which works on Nestle’s corpo- or are you not in the rate campaign and Nescafe. Says clear?’ These are Prasoon Joshi, chairman, McCann the questions to Worldgroup Asia Pacific, “Instinct which we need is very important. There’s a huge stark answers. faith and belief behind these ads. Emotions aside, We believed the consumer was dy- it has raised ing to hear from us and we were “They wanted us to partner them at this people’s hackles dying to talk to them. It’s a cam- in terms of what paign that shows respect to the juncture. Everybody is around you in happy is going on, and un- consumer.” Joshi who penned the times. True partners stand by you in crisis” fortunately at the time, ads himself was inspired by com- Prasoon Joshi, McCann Worldgroup there was no conversation from the ments on Twitter and Facebook. He brand.” recalls, “There was a longing; this cording to Joshi. The agency which flaghsip brand. It’s a change attrib- It’s arguable though if Maggi was something people genuinely worked with Ginger Water Films uted to the arrival of new manag- would have been exempt from miss. These are authentic state- was also given unprecedented lev- ing director Suresh Narayanan critique had it started the conversa- ments: things like I never woke els of freedom. The speed at which who replaced Etienne Benet. tion with an overtly corporate mes- my mother up. Or I never looked at the ads were made is impressive by A more controversial shift is how sage. But these are questions that the restaurant menus for I never any reckoning but particularly sig- McCann managed to snag the first will have to be answered before the needed them.” nificant for Nestle: a company that big post-controversy assignment noodle makes a confident return It took just four days to get the was accused of reacting too slowly for Maggi. Sources at Publicis point to the tables of its legion of fans and campaign off the ground and on- to a brewing crisis at the time of us to statements by Nestle which supporters. line: from ideation to shooting, ac- the controversy around Maggi, its claim the campaign was more cor- [email protected] Product: ETNEWMumbaiBS PubDate: 23-09-2015 Zone: BrandEquity Edition: 1 Page: BEPER1 User: kailashk0106 Time: 09-17-2015 01:32 Color: CMYK

ECONOMIC TIMES THE SEPTEMBER 23-29, 2015 2

What’s in it for... TVF Pitchers Where brand gurus have racked their brains to figure out why brands like Vodafone would Accelerator Pitch associate with sport events like F1, #UberPitch was a perfect associa- tion for TVF Pitchers How a hyperlocal service tent creator The Viral Fever’s TVF Pitchers – a very receptive to feedback and wanted to work since the web series is series based on the life of entrepreneurs in the harder,” Shah recounts. Under normal circum- based on Indian start- brand and a content creator Indian startup ecosystem. Each startup guy was stances, he would’ve got his team on preliminary ups. This gig may just allotted 15 minutes with the investor. Over a 100 evaluation and met an entrepreneur after a few have got them 100 got together to establish entrepreneurs could get through to an investor rounds of background check. This eliminated all subscribers who can either in the car or on call. All one had to do was those layers. Of the 10 he met and the few he spoke trigger a multiplier brand goodwill in the book a ride on Uber which read ‘Uber Pitch’ as op- to over phone, 3-4 made it to a a second round of effect on viewership posed to ‘Uber X’ or ‘Uber Go’ et al. conversation. And Mehta is close to finalising a numbers. If startups startup ecosystem But isn’t it an investor’s job to meet new start- deal with one, from what we hear. are the cool thing ups every day? And isn’t an entrepreneur’s life Among the participants was Savio Joseph, co- in business, content creators like TVF and AIB By Shephali Bhatt all about pitching his idea to gazillion people founder of digital agency Teen Bandar. It was his are storytelling’s answer to the ‘next big thing’. per hour? Arunabh Kumar, founder of TVF, first pitch to anyone and it ended up happening In such a scenario, TVF Pitchers sets a good ex- ne of the least controversial events explains: “People only go to VCs once they over a phone call. “I told the investor about han- ample of meaningful associations that can go a in advertising is Portfolio Night. have a proof of concept. This initiative al- dling social media duties for politicians. I was long way in building brand goodwill as opposed Held across various countries, lowed them to discuss ideas that may not asked questions like potential of the offering, cli- to mindlessly partnering any Snapdeal, Dick and senior creative directors from top have converted into business plans ent conflict, talent pool, tools etc. I realised we get Harry from the ocean of available clients. Onotch agencies gather under one yet.” That’s what networking events so caught up in the rut of getting things done, we roof to give guidance to f ledgling are for, you’ll reason. “But all you forget to think about the most basic and yet the Uber ad aspirants, who come bearing portfolios in do there is exchange cards and meet most important questions,” he shares. These days, the only positive PR a startup gets hand. It’s every ad enthusiast’s best chance to someone for two minutes at the most,” Since there was no boardroom, the atmo- is when it announces a fund raise. User com- meet and seek advice on their work from say a says Sanjay Mehta, an angel and PE in- sphere allowed for a casual interaction. plaints on the cloud balance that out fairly eas- Piyush Pandey (or David Droga in NY) without vestor and one of the participants. Something entrepreneurs are in dire need ily. Offering free rides to 10 odd cabs for four going through proper channels. In May 2015, These investors were wary of pitch- of, says Sajid Fazalbhoy, principal at Blume hours across limited localities in four cities was Uber – a six year old startup in the mobile cab ers’ seriousness but they were mostly Venture Advisors. It could have been bet- 10 times better than offering discount coupon rental space, launched a similar initiative in not disappointed. “There were people ter organised, admits TVF’s Kumar, but codes that are often too complicated to avail. five cities across MENA (Middle-East and North who had left well-paying jobs to pur- there’s always the next time. Given that Besides free publicity and the shared love from Africa). Only this was for startups seeking inves- sue ideas. Their enthusiasm was the announcement was made only a few TVF Pitchers fans, it also earned good karma tor guidance (and/or money). infectious,” Mehta adds. hours before the launch, managing to jam points from at least a hundred startup enthusi- Last month, Uber conducted the same activity In fact, Sohil Shah, manager Uber’s incoming traffic within minutes of asts. Something many hyperlocal service start- in Delhi, Mumbai, Pune and Bengaluru where 10- at Intellecap Impact Investment the clock striking 12 noon was a definite feat. ups are in desperate need of. 12 venture capitalists, seed fund and angel inves- Network, met a young boy who A shortlist in Promo & Activation at Cannes tors agreed to go on a four hour Uber ride in order had bunked classes to meet him. ANIRBAN BORA Lions’16, perhaps? Or a fund-raise or two? Entrepreneurs and wannabe to meet startup enthusiasts. Called #UberPitch, “He had a list of ideas none of which We’ll know soon. entrepreneurs the event was organised in association with con- were feasible businesses. But he was [email protected] A chance to meet seasoned investors for 15 min- utes without sending multiple e-mails to their as- sistants for 30 days straight. A veteran’s opinion People only go to VCs once Lot of entrepreneurs on whether entrepreneurship is their cup of tea These are people who don’t after all. A sense of how to present to an investor they have a proof of con- know what kind of investor to would have heard without using any props (like a pitch deck). A 10 cept. This initiative allowed about TVF Pitchers. minute refresher course on ‘How to think about approach - VC, angel or seed your startup idea from a business perspective’. them to discuss ideas that fund. The activity helped clear This event put it right may not have converted into a lot of their doubts in front of the series’ Investors business plans yet target audience An opportunity to meet the next Elon Musk, Sohil Shah, Intellecap Impact perhaps? Okay, Jeff Bezos, maybe. Let’s be Arunabh Kumar, The Viral Fever Investment Network Savio Joseph, Teen Bandar realistic here.

AMIT BAPNA TURNING A DEAF EAR What got us curious enough to meet up with the famous comedian Vir Das was Why Vir Das is Laughing to primarily decipher his claim of being TO SOCIAL LISTENING? a comedy consultant to brands. Now that IGNORE SOCIAL CHATTER AT YOUR OWN PERIL is a term that we haven’t come across too often in the country, at least not yet, even as comedy buzzes thanks to the antics his Weirdass Off with product and design develop- of AIB and TVF, amongst others. Das’s ment to provide this insight and consultancy spiel: “It’s about going to a Brands of all hues, from Titan to a Johnnie come lately like Swedish telecom extrapolate trends that can shape brand and asking how many crores can future innovations. you give me for comedy every year and label Rebtel, are queueing up outside the stand-up comedian’s studios Socialing for better and faster ser- how many people you want to reach, and vice turnarounds: The lack of which I will work towards achieving that with has caused many a brand to lose cus- comedy as the backbone.” tomers in an instant. Monitor your Life was not this funny for Das al- Twitter and Facebook closely and ways. He had gone to the US to study while addressing grievances, ensure Economics and, once there, ended up your key opinion leaders are not left studying theatre instead. A stint across aggrieved. Speed is of the essence. TV channels was followed by launch- Maggi could have lessened the back- ing himself as a stand-up comedian, lash had it responded early enough. possibly much before the country had

ANIRBAN BORA ANIRBAN Socialing for better media planning. heard of local stand-up artistes. His In an effort to show solidarity in the dream is “to be an arena comedian and “The fatality of good resolutions is wake of the Costa Concordia incident, sell 1000 to 4000 seaters”. His company that they are always too late”. Oscar Holland America Cruise Line paused Weirdass Comedy, which he founded in Wilde’s words hold true for naysay- display ads and turned them back on 2010, is a full-fledged content company ers of social listening or what I call when they were able to identify the that anchors comedy across formats, “Socialing”. With Maggi’s near-death perfect time to resume advertising, from stand-up to live shows to comedy experience, brands are scurrying to based on conversation direction and festivals to television and digital shows embrace it, but face the conundrum public sentiment derived from social- and soon-to-be-launched feature films. of its use and applicability. It’s not just ing word clouds. “We have taken live IPs and turned about clever posts. So what should we Invest in three key pillars to create a them into digital content destinations.” listen to? What do we do with it? And strong listening ecosystem: Das’ company is working with a how much should we listen? 1) Identifying which tool and bunch of brand across categories and These questions and more flummox what scale will work best for your formats. For the launch of Rebtel, brand heads as they stand beneath objectives, Adobe Social, Netbase, a Sweden based technology brand, the swords of social trolls Brandwatch, BlabPredicts, Weirdass came up with a series of and shut their eyes to the Radian6. If nothing, at eight digital videos, 100 tweets, and Vir Das possibility of being struck CHARULATA least start with the free 50 memes. Everything was done with his team by them. To make it work, RAVIKUMAR tools such as Hootsuite, in-house, from the TV to digital cam- brands have to keep their Icerocket, Topsy, Google paign, from production to concep- eyes, ears and mind wide Alert. tualising it in-house. For Flipkart’s BHARAT CHANDA open, know when to talk 2) Build a skill + intuitive Big Billion Day (2014), it created two Most of the ad agencies We decided that we had written enough the brand wants to position itself in the and what to say. team that knows and goes videos; for the lifestyle brand Bossini, were anyways coming for the agencies, and it was time to space of comedy since he helps brands Socialing is not about beyond listening and reply- it did a digital survey around happi- pitch directly to the client, thereby cut- to integrate message through content. hearing what you want ing with posts. ness to resonate with the brand’s ‘Be to us on sly asking us to ting out the middleman.” The other be- Amidst all this hype and buzz, isn’t to hear: The traditional 3) Develop and execute happy’ positioning. There is a soon- write some stuff lief he has is that those who represent Das tempted to raise funds in the cur- approach of pre-defining strategic Social Listening to-be-launched digital campaign for comedy should be the ones directing it rent flush-with-funds scenario? He brand parameters sets you with highly relevant and Nivea as also for an apparel and a shoe and producing it, else lots of things get avers that while the investor calls are going for broke. You’d like impactful content that de- brand, Das lets on. Titan was a part of uptight, we could not laugh at ourselves. lost in multi-party translation. coming, it is not the right time to go for to be the most trusted, ad- liver on key objectives. Weirdass’ live show ‘Unbelievable’, and That is changing now, and brands too Prashanth Challapalli, digital head external funding yet – he is still enjoy- mired, youthful, interna- Mercedes-Benz USA also got 12 videos generated in the pro- are loosening up.” - iContract, loves the idea of indepen- ing the freedom that 100% ownership tional blah blah brand. But many of needed to reach a new generation of cess. “There was so much of demand Das explains that often marketers dent content creators who have mas- allows him. “So far we have had enough these are no longer key brand drivers buyers: people who perceived it as for comedy across genres and formats, are pleasantly surprised to find this sive social currency creating content capital to execute everything we wanted especially to the young. Apart from “old luxury.” It needed topics that from brands to agencies to live festivals one shop that does everything under for brands, as they bring the audi- and have managed to keep healthy obvious key words, it is important to would help the brand stay relevant. to award shows and TV channels, that one roof, eliminating the need for indi- ence’s perspective to content, which toplines on our own.” use those that drive consumer conver- Using predictive tools and industry it really turned into a hard-to-ignore vidual visits to a digital agency, a tele- sometimes brands might miss out on. Das, 36, acknowledges that he won’t sations at the periphery of word lists. cultural research, WAVE began pro- opportunity,” adds Das. vision company, an event company and Harshil Karia, managing director at be hot and sexy forever. As long as he is, A water purifier must not only look at viding trend information and content KV Sridhar, chief creative officer, a digital video company. He adds with Schbang, a digital agency, has worked though, he will continue to be inspired pure water, safe, healthy etc, but also recommendations. Less than a month SapientNitro, reckons comedy has his trademark goofy grin, “Most of the with Weirdass for Foster’s beer for a by Bill Cosby and Johnny Lever to belt “missing school again” paediatrician, into the program, WAVE-inspired found its place in the Indian sun. “All ad agencies were anyways coming to us bunch of live shows across the country. out the weirdass brand comedy. water bills etc. posts across Twitter, Instagram and these years society and the brands were on the sly asking us to write some stuff. In his view, Das’s services work well if [email protected] Socialing for assessing change in Vine returned nearly 13,000 favor- preference: A shift in the number ites/likes and 8,000 Vine loops. of positive (or negative) sentiments So, it’s time for you to tide over the Advertisers are not happy with Apple’s upcoming news app and search statements can indicate Social Listening bête noire and use how well your communication has this powerful tool to make your con- Advertisers are not happy withAp- interface. Apple’s previous effort, ing policy — such as not allowing links permeated. This is ideally bench- sumer your brand co-creator. The ple News, a new app that comes with Newsstand, has been shuttered to to the publishers websites — but other marked against competitive brand success of your brand today will be Apple’s upcoming iPhone and iPad make way for the service. One advertis- controls remain. The News app won’t sets. Over a period of time, it can be- determined by whether you are truly software update iOS 9.According to ing exec compared agencies to Taylor allow DoubleClick, Google’s advertising gin to reflect the impact of your mar- Socialing or simply socialising with The New York Post, ad execs have been Swift, the artistwho famously kicked up service, to be integrated, and pre-roll keting efforts towards other tracker your consumer to maintain dialogue. complaining that Apple has imposed a fussabout Apple Music when it was video adverts will be vetted by Apple scores and sales/trials/store walk- The trick is to listen with ears, heart strict rules on how adverts will be dis- discovered that indie musicians would before they are allowed to run. played alongside content from publish- be penalised by the service. “We’re Just as with Facebook’s “Instant ins etc. and mind and look into the future with ers in the new app. like Taylor Swift, [Apple News is] giving Articles,” publishers have to choose Socialing for trendcasting and in- your consumer. Now go ahead…ap- Apple News, which becomes available us some great ways to distribute our how much control they want to give a novations: Astute listening will give pease Oscar Wilde by telling yourself with iOS 9 on September 16, includes product, but they’re not giving us a lot third party — in this case Apple — while you deep insights about trends in the ‘Better late than never’. a slick new interface that includes of ways to monetise it,” the exec told simultaneously reaching the largest making and what is likely to be first (The author is CEO, Razorfish the ability to display graphics, videos The Post. Apple has moved off some audience. adopted by micro influencers. Social India. Views expressed and more with a quick and intuitive of the harder aspects of the advertis- (Source: businessinsider.in) Listening teams need to work closely are personal) Product: ETNEWMumbaiBS PubDate: 23-09-2015 Zone: BrandEquity Edition: 1 Page: BEPER2 User: kailashk0106 Time: 09-17-2015 01:33 Color: CMYK

ECONOMIC TIMES THE SEPTEMBER 23-29, 2015 3

BAWDY App on a Hot Tin Roof COPY Torrential Win Star and Sony are betting big on their apps complementing their TV programming. But when and how will these apps This is about the industry awards earn their keep? By Pritha Mitra Dasgupta night that’s now conspicuous for an n the `540 billion television industry in exclusive content. “I am told that based on exten- the channel asked `10 crore for the title sponsor, would assume, says a recent report from Carat. entirely different India that commands approximately sive, exhaustive research, AIB are considered `7 crore for the co-sponsor and `5 crore for associ- While in Metros 42% of the population uses reason. It seems `174.6 billion of advertising revenues, mildly entertaining and we should give them a ate sponsors. “Now it has already come down to smartphones / tablets while watching TV, the while one agency only two television networks, Star India show on our network. I have complete faith that `4 crore for the title sponsor,” he says. number in non-metro markets drops only to 36%. was celebrating and Multi Screen Media (MSM) have we will regret this in the months to come,” says Another media planner says, “Star paid ` 300 Chennai, Noida, Mumbai and Pune populations its big win on a embraced the multi-platform strategy Uday Shankar, CEO of Star India jokingly. crore for the Indian Premier League (IPL) digital take the lead in this behaviour. Access to Internet particular brand, andI launched digital avatars of their broadcast While both the networks will give their arm rights for Hotstar and Starsports.com. And it will is at 48% with 90% of this audience also access- some of the jury properties. Both Hotstar by Star India and Sony and leg to build these two platforms, it is only dif- be very difficult for them to recover the cost.” ing it through mobile phones. Digital today is members present Liv by MSM made a debut earlier this year. But ferentiation in content that will give them scale. But Singh adds, “Platforms like YouTube are no longer just a media delivery option, it defines at the show were both platforms are now taking giant leaps with But Amardeep Singh, co-founder of Interactive successful because they don’t spend who the individuals are and how and raising eyebrows at the final ver- original content. While Sony Liv has launched Avenues and CEO of MAP, says, “It is easier for tons of money to create content. But Experts say why they exhibit different behaviour dict. The entry involved the brand an exclusive fiction show called Love Bytes, these platforms to monetise the existing bouquet since there is a huge demand and patterns, says the report. making inroads on torrent sites Hotstar has signed up Indian comedy group All of content like fiction. But if people are watching television con- it will take Jai Lala, head - trading & partner- (sites that happily display porn India Bakchod (AIB) to create they acquire new content tent on digital platforms, acquiring anywhere ships at GroupM, says that while content as well). A particular juror at steep rates, it will be expensive content could be a strat- between Sony Liv has so far been tent pole wondered why a family-brand very difficult.” egy to build the brand.” oriented, Hotstar has been consistent would want itself present on such Industry sources Sony Liv, launched its exclusive 5 to 7 years in creating spikes. “Moreover, Star sites and wrote the entry off as reveal that Star India fiction show in September. Uday uses its network to promote Hotstar scam. His objection to the win may for these BORA ANIRBAN ILLUSTRATIONS: have been lost in the din of the has paid a whopping Sodhi, executive vice president and companies to extensively. While Sony Liv is also ` 75 crore to AIB head - digital business, MSM, says, promoted by MSM but not to the ex- celebratory drum roll, but it did for 20-episodes (10 “We should not compare the cost of break even tent of Hotstar.” remind us of this agency that was in English, 10 in creating content for Sony Liv with Lala also adds, “Currently these winning metals at a torrential rate in yet another controversy-loving Hindi) starting that of television shows because they are not the platforms share data like number of downloads, industry awards fest three years in October this same. The viability depends on the cost of the number of views or specific shows and events. ago. Celebrations turned sour year. “The con- content and how you plan to monetise it.We are But there is no one to monitor the incremental when some of their metals were tent will be in the early stage of monetisation of the digital reach (television+digital). And therefore it will rescinded on the account of being shown both platform,” he adds . be great if companies like Comscore start track- scammy. Not rubbing salt on dry on-air and Industry sources say that while Zee Network ing these platforms.” wounds here (because that would on Hotstar is waiting for the genre to gain scale and pace, Big shows, big monies and big promotions. But be pointless), just trying to con- and it will Viacom18 is likely to launch its digital platform it won’t make the gestation period short. And ex- vey that torrents will always give be an inte- by the end of this year. perts say it will take anywhere between 5-7 years instant gratification but everyone gration of sorts,” says Multiscreen consumption varies across mar- for these companies to break even. knows that without a strong fire- the source. He further adds that kets but the difference is not as stark as one [email protected] wall, sooner or later, they’ll screw the system over.

DELSHAD IRANI Exodus: Season2 Case I: Ronald McDonald V. The King (Not of Rock N’ Roll) Coming Soon Last month, Burger King made an indecent pro- We Didn’t Start The Fire ! Around this posal to McDonald’s. The King ambushed Ronald time last year, when he invited the latter, in full page ads, to How should brands react when others make them ‘part of the conversation’ this network combine forces to give birth to the McWhopper, agency went an unholy union of their burgers, uniforms and through its more. Burger King, it seems, wanted a tempo- happy meals was unwittingly dragged into the Case II: State of Twitter (on behalf of Heineken) first mass mid- rary truce for a greater cause. But did it really conversation. It was Burger King who started the V. Google Inc & The Crooked ‘E’ level exodus want to make burger love, not war? If Burger fire. McDonald’s merely added gallons of oil from A few weeks ago, Google Inc. unveiled its new in years fol- King had planned the Peace Day marketing ma- its deep fryers to the flame. logo that pretty much looks like its old logo. In lowing a senior noeuvre in collaboration with McDonald’s from Perhaps that was the King’s plan all along – to the case of ‘People of Twitter V. Google logo’, the creative’s exit. the start, then, yes. In that case the two compa- put McDonald’s in a corner. But we speculate. guardians of our collective conscience believe Fresh rumours nies would have created the obese abomination Withdrawn, Milord. the internet company was heavily inspired by of his position and lived happily ever after, for a day. Also, peo- Dutch beer brand Heineken’s logo. Specifically being filled by ple would pay for McWhoppers by promising to the crooked ‘e’ in Heineken. (Just slightly tipsy. an insider have led to the possibil- end their beefs and longstanding grudges, thus But can walk in a straight line at a pinch.) ity of a season 2 of ‘Quit Agency generating more earned media for both. Despite a flurry of accusation by astute observ- Movement’. The creative may have The proposal, however, was quite public. ers, Google kept mum. Heineken, however, chose wouldn’t recommend if it gave us a basket full supporters in the higher rung but “We’re being completely transparent with to respond with a tweet: “Hi Google, you’ve of muffins and puppies, and that is ‘shutting up’. his popularity among peers and our approach because we want them to inspired us too… #Googlelogo #SmilingE”, ac- At least not in McDonald’s case. Says marketing juniors is fairly questionable, we take this seriously. It would be amaz- companied by a picture of the Heineken logo in consultant Harish Bijoor, “The competition just hear. The rumour is also being ing if McDonald’s agrees to do this. Google’s colours. (See the evidence.) Suddenly cannot blink. Every conversation is a repartee resented by most quarters of the Let’s make history and generate a Google’s big news became about Heineken. that puts the last guy who spoke on top. It’s a never agency because it was believed the lot of noise around Peace Day,” said (However, considering public opinion on the ending exercise. That’s the reason why brands role was promised to an old hand Fernando Machado, senior VP, global search giant’s new, expensive logo, this was per- in the old days acted snooty.” Sure, McDonald’s from the group who’s managing a brand management, Burger King haps fate dealing Google a lucky distraction.) didn’t emerge smelling like the proletariat, either, substantial chunk of the business in Corporation. But McDonald’s first some people thought its response was snobbish another part of the country. Turns British CEO, Steve Easterbrook, who The Judgment (2015) and rude. But many lauded the burger major for out he was assured of this position used to be the fast food giant’s chief The two cases highlight two very different its restrained comeback to a marketing ambush. every time he made his intentions brand officer, declined in an open approaches to what is essentially the same Pretending the conversation doesn’t exist is of moving out clear to the bosses letter that ended with a helluva problem; how should a brand react when foolish. Heineken’s move to cash in on the chat- that be. We hope the agency knows kicker; “P.S. A simple phone call drawn into a brand war not of its mak- ter not only embedded the brand in the hottest better than to retain people on the back of fake promises. will do next time.” As far as rejec- ing. Some exercise caution. Some dive global topic of the day; but also got it kudos for be- tion letters go, this one was a slap in right in, hoping wit will keep them afloat. ing a sport and directing the conversation about the face by a gloved hand attached to a There’s a third highly risky option, one we its brand. Lenovo, too, was implicated in the Got any funny emails floating Savile Row suit. Scandal of ‘e’, but chose to not mind it. around your office or at Easterbrook, with his unconventional re- The bottom line is that it doesn’t matter who home? Seen a scam in some- one’s portfolio? Please send buttal, turned a peace offering into a new As far as rejection letters go, started the fire. And yes, the brand won’t always them to us at battle front. If we examine the evidence fry if you choose to ignore a conversation. But this one was a slap in the face [email protected] and not let emotions govern reason, it taking the higher road certainly doesn’t guaran- We’ll dish all the dirt you dish wasn’t McDonald’s doing, technically. by a gloved hand attached to a tee any loyalty points or fans either. to us Rules of civility aside, the purveyor of Savile Row suit [email protected]

IndieVibe AN OCCASIONAL COLUMN THAT TRACKS THE HOTTEST INDEPENDENT AGENCIES WHAT’S THE ENORMOUS SECRET ANYWAY? DELSHAD IRANI advertising karna, ab to seekh gaye,” Agency: “Enormous wouldn’t have come to he laughs. Verma says, “The timing Enormous fruition if I wasn’t shafted at Publicis,” was right, the market was opening up. Founders: Ashish says Ashish Khazanchi, co-founder People weren’t thinking that “I’m en- Khazanchi & Ajay of Enormous, which will celebrate its gaged with an agency.” That relations Verma second birthday in a few days’ time. “It’s between clients and large network agen- People: like this; you want to leap out of that cies, in a perpetual state of dysfunction, 32 (Mumbai & airplane and fly. But you’re freaking were strained and increasingly became Delhi) scared to jump. Sometimes the instruc- transactional, helped their cause. He Clients: tor has to push you off the edge. I was rues, “We used to be welcomed in the SBI General, pushed and it’s the best thing that hap- clients’ offices because we would bring ShopClues, Meru, pened to me. (I still haven’t sent ‘Thank something they had never thought of Baskin Robbins, You’ cards and stuff,)” he says with a and it did wonders for the brand. There CashKaro.com, faint glimmer of serious intent. Co- was an aura around agencies and ad Lenskart, Runwall founder Ajay Verma, however, believes guys. We had seen that era, we had lived Group, Principal capital at the time. Now they do. they would have jumped, anyway, unas- it. So, the question is can we now bring Mutual, among In twelve months, Khazanchi and sisted; “It probably would some of that back?” Can others Verma plan to take Enormous to three have taken a little longer” if In our third they? Top Work: times the current size of the agency. Khazanchi, who was vice- year we want Before starting Enormous, Meru Cabs - ‘Ab They’re also in the process of beefing chairperson and national Khazanchi spent several Haath Na Hilao, up their digital capabilities with new creative director of Publicis to get those hours with Taproot’s found- Bas App Dabao’; hires, including a veteran digital super- Ambience, hadn’t been side- Lenovos, er Agnello Dias, who had ShopClues.com - specialist. “We’re not just talking about lined at the Publicis Groupe been there, done that. They ‘GharWapsi’ social media here, we’re talking about

IBMs, Skodas, CHANDA BHARAT agency, that is. would learn from Taproot’s creating the next big digital platforms,” Khazanchi and Verma, the Marutis, mistakes and success. Says However, the Indian ad industry has mirror the unshackled and out of box company called eBUS.) Furthermore, they tell us. Khazanchi says, “Today, former chief growth officer Tatas and Khazanchi, “90% of Indian been hit by periodic waves of indies, approach of a startup. We have been able early investment from Concept about 45% of the industry is e-enabled at FCB Ulka, became loyal Godrejs independent agencies owe a often with indistinguishable ambition to deliver clutter breaking and differen- Communication’s Vivek Suchanti al- businesses. We do realise we’ve got more patrons of coffee shops on lot to Taproot. It wasn’t just and offering. So, what does Enormous tiated communication.” The campaign lowed Enormous to turn down undesir- than a comfortable leaning toward that Carter Road during the time some tiny shop doing bou- bring to a table swamped with estab- ‘GharWapsi’ for ShopClues’ 6 to 9 PM able work. A luxury afforded by a few, ir- sector. But, in our third year we want leading up to Enormous’ birth. A lot can tique-y work. It showed the world that lished agencies and now “solutions sale was an instant hit, even with some respective of size. “We had the courage to get those Lenovos, IBMs, Skodas, happen over coffee, as the Café Coffee independents can be trusted with big companies” not two-minutes old? We consistently uncharitable industry to say no,” says Verma. So, Enormous Marutis, Tatas and Godrejs also.” Day campaign would have us believe, brands and budgets. That we do work asked their client. Says Radhika Ghai insiders. What sets Enormous apart, waited for the big fish instead of settling Well, considering the fact that a and it did for the Enormous duo. Only it that’s not f laky, it’s rooted in strategy Aggarwal, co-founder, ShopClues.com, according to Verma, is that Khazanchi for mackerel. Despite the good fortune, fairly large chunk of Godrej’s busi- was at a Costa Coffee in a Mumbai sub- and makes a considerable difference “They best understood our consumers, and he are different. “We play to each Enormous, just a few months old then, ness is parked with another indie, urb where they sealed the deal. The Tata to brands’ fortunes.” Independents, their ecosystem and aspirations. They other’s strengths. Ashish (who has did lose a large Delhi-headquartered Creativeland Asia, we just might be in Sky - Jhingalala hit maker, Khazanchi, he tells us, became viable because of cracked the right tonality and language an MBA also by the way) thinks dis- business to one of the biggest network for some fierce indie-on-indie action in says, “We had a fair bit of equity behind Taproot (in 2012, Dentsu acquired 51% we wanted to communicate in. In them ruptively and I bring in technology agencies in the country simply because the future. us. So, we thought, ab humein aata hai stake in the agency.) we found passionate partners who experience.” (Verma was CEO of a tech the indie didn’t have an office in the [email protected] Product: ETNEWMumbaiBS PubDate: 23-09-2015 Zone: BrandEquity Edition: 1 Page: BEPER3 User: kailashk0106 Time: 09-17-2015 01:39 Color: CMYK

ECONOMIC TIMES THE SEPTEMBER 23-29, 2015 4

his is the third edition of the WomanMood study under- taken by FCB Ulka to un- derstand women residing Tin Tier 1-2 towns in India us- ing the Mind & Mood™ What technique. While WomanMood I (2001-2) and WomanMood II (2006-7) derived insights from a solid, tradi- tional framework to understand the Indian woman, WomanMood III (2014-15) created a new and more versatile frame- Women Really work with the development of these 7 Look Key Paradigms that include , herself, her roles, her spaces; her wishes, worries Out and adaptability; her money matters, her shopping, her health and grooming Marketers , her societal persona and her dark side. Here are some exclusive excerpts and Want The core team behind the key takeaways from the study Study( Ruta Patel – head, strategic planning, FCB Shopping Habits FCB-Ulka’s Ulka Mumbai, Kavita Beauty & Personal Care: The Indian Gadkari – strategic plan- woman now seems to want to look her WomaMood ning consultant and Arthi best! While cosmetics and deodorants Basak – general manager, were discussed very excitedly women study, in strategic planning, Interface seem to follow no particular daily beau- Communications) share the key take- ty regimes. its third aways for the modern-day marketers with are decisions they lead. Although her Amit Bapna. Excerpts Food:She is the only decision maker husband allocates the budgets and will fi- edition, when it comes to her kitchen. Her moth- nally approve. They keenly participate in Convergence of A Different and encourages her to move ahead er-in-law, husband and children are decisions regarding the purchase of white delves Kind: Today, each member of the and do more. now the influencers. She knows ‘food at goods – refrigerators, washing machines house plays different roles Lesson: Perhaps the marketers home’ is an important event of her daily and ACs as well. And in fact, her kitchen deep and helps in making the family who have moved beyond routine and a time of bringing the appliances fall entirely in her domain into the a success. ads where the focal point is family together. She is willing to – mixer grinders, cooking stoves, pres- Lesson: Brands need to recognise making the husband happy are innovate to create that excitement sure cookers and pots and pans are all pysche this changing role of both the on to something. for her kids and the family. While her own decisions. woman and the people in her life. the taste of food will be her master- of the The woman cannot be relegated It’s My Life: While she consid- stroke, nutrition is now also a key Money Matters to just the kitchen, cleaning and ers her husband to be her closest element in her cooking. Her husband may control the purse emerging mopping. She plays a pivotal role friend, she also needs her personal strings yet she budgets, manages and in many aspects of her space and time with her friends. Automotive:·The 2-wheeler is her quite often negotiates for more money Indian home and those cannot be She feels no guilt in wanting some most reliable, personal self-ride car- towards necessary expenses. In a way, ignored by brands. self-time and to be able to express riage. Whether young or old, married it may seem like the husband is plainly woman her individuality. or single…there is a 2-wheeler in speaking the ‘money making machine’ Working Hard My Way: A Lesson: Marketers must keep in every home. Affordability, conve- while she herself may well be the ‘em- and what woman wants to work in order to mind that they are speaking to a nience especially for short distances ployer’! She prides herself at being able makes her contribute to her family in what- woman who cherishes and asks from point-to-point with the added to manage her limited funds prudently ever way she can and to feel self- for some me-time. She has more to benefit of having multiple users in and managing to sneak in ‘savings’ at tick sufficient irrespective of how her than just her family or work; every household, makes 2-wheelers the end of the week or month. big or small the work she does she is multi-faceted and has an the preferred choice. The need for a is. For example, having a tiffin identity beyond these two. 4-wheeler seems distant and unnec- Health and Grooming service or taking up essary for their current lifestyles. It is safe to say that keeping fit and tailoring projects give her a Looking Good, Feeling Better: healthy is not a top priority for sense of self-worth. Her appearance is a reflection of Technology: Mobiles, Internet & women unless there is medical Lesson: Advertisers continue her personality. Being present- Online Shopping attention required. Our woman today to portray a woman in ex- able and the best version of herself z Mobile telephone usage is entire- also seems to fight a losing battle to tremes: she is either confined is extremely important to her. She ly functional however WhatsApp convince her husband about keeping to the kitchen and her home or takes great care to make sure she is really their playing field. It’s all fit with regular exercise. So she keeps is the alpha woman, an over- grooms herself well. Gone is the about instant chat, jokes, videos a check through the food she cooks for achiever whose work comes first. reliance on inner beauty. She is and group chats. the family. Their kid’s health is para- This however does not depict the confident of the way she looks and z When it comes to Internet us- mount. reality of today knows how to control it. age, they are wary and it therefore Lesson: Marketers need to stop becomes need-based. It’s always re- The Dark Side Husband - The Driving Force: looking at her as a damsel in dis- ferred to as a mechanism that is im- Recent happenings in the country have While her husband continues to tress and someone who know her portant for more formal and official made her resilient and have pushed be her best friend, he is now also way around fashion and beauty. interactions therefore not essential for her to a point where she would like to her support system. He motivates [email protected] their personal use. take these issues on safety very seriously. z The younger women hold ‘online shop- Her bolder persona helps her rationalise ping’ flags high! Clothes, footwear and on why she needs to be more alert on the cosmetics are often searched and com- crassness of issues particularly women Methodology pared…books occasionally. are subject to in our country. However, she 25 Mind & Mood Workshops; 18 In-Home Women Interactions takes vicarious pleasure even through her Centres : Jaipur, Meerut, Nagpur, Ranchi, Jodhpur, Vijayawada, Madurai, Durables & White Goods: entertainment… it’s no longer bouquets Coimbatore They actively participate in home fur- for the ‘Saas bahu’ sagas. Those seem Profile :18-24 years (unmarried); 25-34 years (single or married, with or nishing decisions. New curtains, tapes- passé now with ‘Reality Shows’ doing the without children, working or non-working); 35-50 years (married with try, paint, layout changes and furniture trick to win her chuckle! older children); SEC AB Ruta Patel Kavita Gadkari Arthi Basak

Continued from Page 1 >> of Daimler-owned vehicles using Mercedes wants to go directly after Uber a smartphone.“It would be even more convenient if the car came Epic Sale Day... German carmaker Mercedes- is considering setting up large ours,” Zetsche told Reuters on to you autonomously,” Zetsche Benz sees business potential in fleets of autonomous cars to the sidelines of a Mercedes-Benz said. “And it would be extremely offering on-demand limousine cater to a new customer base event on the eve of the Frankfurt practical if the car2go appeared Ajay Kelkar, co-founder and COO of Hansa tracking whether an etailer inflates prices services using driverless cars, which is less attracted to vehicle auto show. Cequity suggests, “I don’t know how many of before discounts. Online smartasses who without needing to be prompted, Daimler Chief Executive Dieter ownership but still interested in Daimler already has car2go, its once my appointment in the these sites rely on augmented reality or apps live for the chance to poke fun at etailers and Zetsche said, in what amounts to using premium transportation own car-sharing service which calendar had come to an end. that allow you to share information or deals their dodgy selections — run a search for a direct challenge to Uber. services like limousines.“This is allows subscribers to locate and with friends and family.” He suggests using Hilarious Reactions to the Amazon Prime Germany’s oldest carmaker a concrete development goal of rent a nearby vehicle from a fleet (Source: businessinsider.in) augmented reality to create a social sharing Sale, if you don’t believe us. experience. For instance, trying out a muf- Also the parameters of success or failure fler or scarf and buying it off the app instead need to be defined. If stock has sold out, it’s a Continued from Page 1 >> of going to the store. He believes, “If tech plat- success, in spite of what angry online critics forms move from managing high volumes may say. When is an SUV not a roadhog? of transaction to better experience that would Try To Do Things Furthermore, “SUVs are hugely UPCOMING MINI 1.5 litre petrol engine, it sports safe- umes. As the market matures, con- be a game changer.” Differently aspirational and profit margins are ty features like ABS, airbags , EBD sumers want cars that can express At some point, etail- much higher on SUVs than hatch- SUVS FOR INDIA and vehicle stability assist, even their lifestyles and mindset, says Sen Rely on Big ers need to figure backs and even sedans. Customers z Honda BR-V based on Brio if Honda is unwilling to officially of Honda Cars India. The future of Data. But Not out if they are really find the high stance and road pres- platform commit to the launch. Jnaneswar the sub 4 metre segment will depend a Just On Big Data building brands or ence an SUV offers very appealing. z Volkswagen Tiguan Sen, senior vice president – market- lot on the incoming GST structure as According to Karthik just coming through It gives a sense of confidence to the z Datsun Redi-Go based on the ing and sales, Honda Cars India will price proposition is the key to this sub Nagarajan, national as an undifferenti- driver,” says Hormazd Sorabjee, edi- Redi-Go concept only say, “We are looking into the segment, says Rakesh Srivastava, director – content and ated mass of deal tor, Autocar India z Next gen Fiat Avventura segment; every manufacturer is senior vice president - sales & market- social media, GroupM, providers. Nagarajan To sweeten the deal for consum- based on Punto looking at it.” ing, Hyundai Motor India. “Data influences almost admits, “I’m not sure ers many of these vehicles come z Maruti Suzuki XA Alpha Hyundai is exploring opportuni- Industry experts say that India is 40% of orders received how much unaided with features that consumers concept ties to increase its product portfolio a big car market, and most buyers by the larger players.” recall people have may have had to pay a lot more for. in the SUV segment as it sees many are not first timers. Yet, “the buyer z Renault mini SUV on the While the most obvious on one sale against Manufacturers are focusing on Sandero Stepway base white spaces where it could have a wants to stay small, and try some- use is recommenda- the other since they safety features like airbags, vehicle full model SUV line up. The Korean thing new” avers Rathore, of EMAA: z Hyundai mini SUV based on tions, Endow says it’s globally harnessed to all come at you via newspaper ads or TV stability and anti-lock braking i10 platform car major which recently launched a well packaged vehicle with more project demand and make sure etailers have commercials.” One way of making things systems as well as more lifestyle the Creta SUV is said to be explor- utility but priced competitively like a z Mahindra mini SUV based on the infrastructure to meet it, or to create or memorable is by opting out of the big sale rat oriented features such as keyless S101 platform ing a mini SUV on the i10 platform. hatchback. optimise real time campaigns. Throw in race. Kelkar suggests: “Like credit card com- entry otherwise seen in high end se- However, company officials say there While earlier SUVs were body-on- z Tata Motors Nexon concept external data and it allows for a more com- panies give pre-approved offers what stops dans. “Technology is certainly a key are no plans to launch such a product frame machines (like the Safari or pelling sales pitch. Kelkar observes, “For etailers from giving me preapproved sales differentiator and Ford EcoSport z Nissan, Skoda, Toyota in the near future. Others like Maruti Bolero), now it’s the monocoque body launching mini SUVs (name Ajay a Maharashtrian in Kolkata, Ganesh rooms?” Given they are not as time bound as being an extremely intuitive vehicle yet not clear) Suzuki (with a sub 4 metre mini SUV style which weighs lesser making Chaturthi maybe more important than brick and mortar stores, it’s entirely possible certainly helps. The vehicle gives SOURCE: EMMAAA which will borrow styling cues from it more fuel efficient, an important Durga Puja. It is a more personalised expres- to have a personalised sale for every custom- customers smart features to stay the XA- Alpha), Volkswagen, Datsun, buying criteria. sion of an offer.” er, perhaps on their birthday. Kelkar says, connected while improving safety and Skoda are also looking at the EMAA forecasts sales of 3.06 lakh “It allows people to experience the site in dif- and comfort behind the wheel with mini SUV segment. mini SUVs per annum by 2018. Total Have a Good Explanation Ready ferent ways at different times: to fragment features like SYNC with AppLink Competitive pricing coupled with utility vehicle sales for the April For The Backlash the base, from all users coming at the same which enables users to access smart- safety and technology features like to August period stood at 2.17 lakh The apology from Flipkart last year was time for price-offs.” However this approach phone applications through voice AMT (automatic manual transmis- units, and the mini/compacts UVs heartfelt but it’s unlikely to have the same discounts a very critical aspect: Scoring a commands and curtain airbags,” sion), meet the needs of the price sen- accounted for 56% of the total sales, impact if used again. There’s always going deal few others got, that many were in the says Anurag Mehrotra, Executive sitive customers. according to the SIAM (Society of to be backlash and etailers need to work running for. The bragging rights that accom- Director, Marketing, Sales and The appeal is to consumers of Indian Automobile Manufacturers ) out what they are going to say well in ad- pany buying a Rs 40,000 camera for half the Service, Ford India. compacts and sedans. The growth data. Encouraging figures but still a vance. Consider the number of attackers: price are often a bigger draw for a consumer Honda’s BR-V, its maiden venture of mini/compact SUV segment will long way to go before the proverbial Disgruntled customers frustrated by a slow- than a consummate love for photography. into this segment, is said to be based be in the range of 20% - 25% as it’s an drive into the sunset. er than the norm delivery. Vigilant shoppers [email protected] on the Brio platform. Powered by a emerging segment with low base vol- [email protected]

Regn.No.MAHENG/2002/6711 Volume 14 Issue No. 38 Published for the Proprietors, Bennett Coleman & Company Ltd. by R. Krishnamurthy at The Times Of India Building, Dr. D.N.Road, Mumbai 400 001 Tel. No. (022) 6635 3535, 2273 3535, Fax- (022)-2273 1144 and printed by him at (1) The Times of India Suburban Press, Akurli Road, Western Express Highway, Kandivili (E), Mumbai 400 101. Tel. No. (022) 28872324, 28872930, Fax- (022) 28874230 (2) The Times of India Print City, Plot No. 4, T.T.C. Industrial Area, Thane Belapur Road, Airoli, Navi Mumbai-400708 and (3) TIMES PRESS, Plot No. 5A, Road No. 1, IDA Nacharam Ranga Reddy District, Hyderabad-500076. Editor: Ravi Balakrishnan(Responsible for selection of news under PRB Act). © All rights reserved. Reproduction in whole or in part without the written permission of the Publisher is prohibited.