January 1-15, 2018 Volume 6, Issue 14 `100

6 INTERVIEW ARUN IYER Chairman & Chief Creative Officer Lowe Lintas

KEROVIT A Different Take Will Anushka Sharma’s 20 histrionics do the trick? 10

VIJAY SALES Taking Them On How is this retail store handling online rivals? 22

VOOT Subs riber o not or resale Changing the Game How to get eyeballs without spending much.

“I SEE EVERYBODY ZEE MEDIA Another Addition 8 BLACK SWAN AS COMPETITION” On a Roll 8 A breezy chat with one of the brightest creative MTV INDIA Star-studded Teams 18 minds in Indian advertising. MUSIC ON DEMAND Music vs Music 23 eol

This fortnight... Volume 6, Issue 14 got my appointment for this interview with Arun Iyer in 30 seconds. He heard me EDITOR Sreekant Khandekar I out over a call and said, ‘Let’s do it.’ No ‘Let me check my schedule’, no ‘Send PUBLISHER January 1-15, 2018 Volume 6, Issue 14 `100 me a mail first’, no ‘Depends on what you’re going to ask me’, no ‘Talk to my PR Sreekant Khandekar 6 INTERVIEW team’, or any of the things journalists typically hear from a lot of senior folks who EXECUTIVE EDITOR ARUN IYER Chairman & Chief Creative Officer Ashwini Gangal Lowe Lintas work for large, globally networked corporates. Sure, I may have caught him on a good

KEROVIT A Different Take day, but this exchange reflects how simple Arun likes to keep things. ASSOCIATE EDITOR Will Anushka Sharma’s 20 histrionics do the trick? Sunit Roy 10 PRODUCTION EXECUTIVE I’ve been writing about Indian advertising for almost eight years and am surprised Andrias Kisku

VIJAY SALES Taking Them On to discover that this is the first time I’ve interviewed Arun, at length; (I have a How is this retail store ADVERTISING ENQUIRIES handling online rivals? feeling this is the real reason I pitched this idea to my boss, shhh). The last time Shubham Garg 22 Arun and I sat and talked about his work and experiences was at an afaqs! event 81301 66777 (M) called ‘Unmetro’, in Gurgaon, nearly three years back. Our conversation then was Apoorv Kulshrestha VOOT Subs riber o not or resale Changing the Game 9873824700 (M) How to get eyeballs without spending much. about the small town Indian consumer and whether ads that target this pool ought Noida “I SEE EVERYBODY ZEE MEDIA Another Addition 8 BLACK SWAN Nikhil Jhunjhunwala AS COMPETITION” On a Roll 8 to be any different from those crafted for their big city counterparts. Displaying his A breezy chat with one of the brightest creative MTV INDIA Star-studded Teams 18 9833371393 (M) minds in Indian advertising. MUSIC ON DEMAND need for simplicity, Arun said at the time, “...sometimes agencies are guilty of ‘over Music vs Music 23 Mumbai analysis’...” [email protected] MARKETING OFFICE This time around, at Lowe Lintas Mumbai, we spoke about what Indian B 3, Ground Floor, Sector 4, Noida -201301 Uttar Pradesh advertising got right and wrong in 2017. I feel the sexy, devastating ads were conspicuous by their absence. When I said so, I got a polite ‘Right, right...’ from Arun, MUMBAI 302, Makani Center, 3rd Floor, but did he really concede? I’m not sure. Off Linking Road, Bandra (W), Mumbai - 400050 At the risk of sounding unoriginal, I asked him about his creative process. How SUBSCRIPTION ENQUIRIES does he ‘crack’ ideas? “Once I understand the problem, I just ‘float around’ it. [email protected] Honestly, as foolish as it may sound, when you get ‘that’ idea, it is an absolute stroke Owned by Banyan Netfaqs Pvt Ltd and of luck. It comes in a flash,” he said. Printed and published by Sreekant Khandekar, at 7-A/13, Ch. Ratan Singh Complex, Basically – problem, incubation, eureka! Jawala Heri Market, Paschim Vihar, New Delhi-110 063.

Printed at Artz and Printz 208 DSIDC Sheds, Okhla Industrial Area, Phase 1, New Delhi - 110020

Ashwini Gangal [email protected] CONTENTS 25 14 BRAND ENDORSEMENT Overexposed stars? Brands need to learn new tricks to get around this reality. 18 19

MG MOTOR Maiden Drive Morris Garage’s (MG Motor) RADIO CITY OGILVY RED CONSULTING GOA FEST 2018 26 debut ad campaign for the Indian market makes its entry A City and its DNA In India Now The ABBYs are Back - although the launch is still ‘Rag Rag Mein Daude City’ Focusing on digital The dates have been far. Phase 2. transformation of brands. announced!

afaqs! Reporter, January 1-15, 2 0 1 8 3 people KIRAN ANTONY Heading Vodafone Account at Ogilvy After Rajiv Rao quit the agency last year, the Vodafone business fell onto this gentleman’s shoulders. By Suraj Ramnath

o say Kiran Antony, 40, is digital). So, there has never been a a man of few words would formal handover process. There is Tbe an understatement. Much no question of fitting into his shoes. like his creative predecessor, he is They are too large to fill. I am happy media shy, low profile and quiet, but to now have the opportunity to build heads the most high profile, high on everything he helped create.” decibel and media-prolific telecom Apart from his first account, Mid- businesses out there. Meet the man Day and his pet account Vodafone, who has been running the Vodafone Antony has worked on brands such account at Ogilvy India for the past as Ceat, Federal Bank, IBM, Titan, five months. Future Group and Star Sports. In July last year, Ogilvy India Although 90 per cent of his time announced former national creative is dedicated to Vodafone, he gives director Rajiv Rao’s exit from the 10 per cent of his time to make the agency; after spending 18 years at the one-off film for his other clients, we agency, Rao, credited with cracking learn. About his work on Vodafone, the famous Zoozoo campaign for he clarifies, “...it’s not like we are Vodafone, went on to pursue ad film doing only ‘talk time’ ads. All our direction. Since then, Antony has ads are different. ‘Lookup’ (digital taken over the reins of the account. campaign done a few months back) afaqs! Reporter profiled the executive is a completely different story. Many creative director’s journey so far. “Vodafone is such a big account it needs mini-products are involved and Antony has been with Ogilvy work on all these various parts is India for 17 years. This is his first your full attention. There is firefighting completely different. With Vodafone, advertising job; he was an engineer going on something or the other every day.” it’s more like many brands in one. All before that. Prior to joining Ogilvy, our ads are different, yet the tone is he worked with a company called KIRAN ANTONY the same,” he adds. Mechelonic Engineers for two So, ‘why does the Vodafone account years as a software engineer. He need so much attention?’ Antony got his engineering degree from the to understand that the idea is good, When it comes to its media says, “Vodafone is such a big account Government Engineering College, but when you take that idea to Rajiv, presence, Vodafone has given it needs your full attention. There Thrissur. afaqs! Reporter happens to he will have a completely different its consumers some memorable is firefighting going on something know he loves cooking, long drives, spin on it. You think your idea is great mascots; after the pug campaign, we or the other every day. Every circle swimming, and playing badminton... and then Rajiv would tweak it in a saw the Zoozoo splash and most (state) will have a different talk time/ and is passionate about sports in way that turned an average film into recently, the adorable Dhananjayans. data plan, offers, festival ads, so we general. a good film. Rajiv always urged us to Does a successful legacy put pressure have our circle offices doing the work, When he joined Ogilvy India keep thinking till the film is shot. And on Antony? “There is always scope but it all gets streamlined here, via the in 2001, he handled the Mid-Day sometimes, even beyond. I can never for bettering your work. The first central team in Mumbai. We do quite business. At the time, the creatives for forget his famous words ‘Hard work time when the boy-dog film (Hutch) a lot of films, but along with that, this account were mostly print ads. never killed anyone’.” came out, we all thought that no there are a lot of other things that go So when did he enter the Vodafone on to complete the communication. (or Hutch, at the time) team? It was Antony has been with Ogilvy India for 17 years. So besides mainstream, BTL and only in 2002 that he started working on-ground, we have plenty happening on the Hutch business, afaqs! This is his first advertising job. on the internet. With close to 90 Reporter learned during the course Antony is quick to add that the other film would ever better this million subscribers on the Vodafone of a recent interview with Antony at inputs of Prakash Varma (director film. But then came the Zoozoos Zoozoo page, we have to keep the the agency’s Mumbai office where of Vodafone ads) helped heaps in and then Super Zoozoos, Zumis, engagement going with posts, stories, he is based. During 2002-03, under this good-to-great process. “I have Asha-Bala and so on. This brand contests, etc. It’s safe to say, there is Rao’s leadership, the first TVC for been part of almost every Vodafone truly values creativity, it’s the reason never a dull day at Vodafone.” Hutch was released by Ogilvy India - shoot,” Antony smiles. why there is always magic waiting In the months ahead, we expect the film that put the little boy and his So, ‘how has life changed post Rao’s to happen...” he says, insisting that Vodafone’s ads to reflect a certain cute pug into the limelight. exit?’ “Life has not changed much. records always get broken. signature - an Antony special flavour if “My life was the same and is still the My job is to wake up every day and About the handover process when you will. “Honestly, I am not as big as same... that is to come up with ideas,” ensure my team and I come up with Rao decided to move out of the Rajiv to add my flavour to Vodafone,” Antony tells afaqs! Reporter. About good ideas that strengthen and build system, Antony recalls, “It has been signs off an ever so humble Antony, working with Rao, he adds, “I would the brand. I have to continuously smooth. I have been working closely whose favourite Zoozoo ads are the give my ideas and obviously, Rajiv drive new-age thinking and ideating with Rajiv for over 17 years, right ‘Stock Exchange’ and ‘Super Zoozoo’ would add his thoughts and inputs. on the brand,” says Antony, adding, from our Orange/Hutch days. In the films. Of course, the recent films that I learnt quite a lot. Sometimes you “I do miss having Rajiv around, but I last few years, with Rajiv’s mentoring, feature the Dhananjayans (Asha and feel, after a certain number of years, put to practice all that I learned from I have been leading the integrated Bala) also make the list. n you are ‘there’ and have the maturity him over these years.” Vodafone team (advertising and [email protected]

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

e KEROVIT A Different Take Kerovit launches its maiden TV spot. But will Anushka’s histrionics do the trick for the brand? By Sankalp Dikshit

hen was the last time you out like a lighthouse in the sea of by a celebrity who is known to be saw an A-list Bollywood bathroom ads shot at high speed. The contemporary and stylish is what Wactress vibrating or brand came across as peppy, quirky, will help the brand. The tone of gyrating on a toiling seat and going cool, and stylish. All attributes which that messaging could be sexy (like in berserk in an artistic, if not arresting will help it connect with the young some other brands) or comic. The bathroom setting? Before your mind and the young at heart. Hence, we central message of the ad is, ‘Kerovit starts getting racy, we are not talking went straight for the heart; neither is freedom’ and that gives (Anushka) about Vikram Bhatt’s new erotic above it, nor below. Not taking Sharma the freedom to express thriller; we are, in fact, referring to ourselves too seriously helped us hit herself in the way she wants to. Also, Anushka Sharma’s new ad which it right in the centre.” irresistibility is another aspect of the refuses to conform to the age-old Rishi Kajaria, joint managing brand that needed this treatment.” trickery of bathware advertising. director, Kajaria Ceramics, says, “The Vibha Desai, director, Vibha Desai Kajaria’s bathroom decor and category is such that product display Consulting, is not too happy with the fitting brand, Kerovit, which came is of utmost importance. Having said “The ad made ad. “My first reaction was - I don’t like into existence three years ago, that, it doesn’t mean that different it. If they are trying to show humour, has released its first ad campaign brand’s ad should all look similar. Kerovit stand out like it’s not at all funny,” says Desai. featuring its recently appointed That is what motivated us to take a a lighthouse in the She also finds the storytelling to be brand ambassador, Anushka Sharma. completely different take. It is a very weak, and points out that the ad is no The minute-long ad which has fresh take that has never happened in sea of bathroom ads different from other sanitary ware ads. shot at high speed.” “If you look at the first half of the ad, the bathroom is shown as a beautiful The minute-long ad has been crafted and RONDEEP GOGOI and slick space; isn’t it the same conceptualised by Crayons Advertising. thing in all these ads? Anushka sees the bathroom, she thinks it is exotic; been crafted and conceptualised by Indian advertising for a sanitaryware The ad goes with the hashtag she is also wearing very ‘Bollywood Crayons Advertising, may give one brand. While others have highlighted - ‘#KerovitIsFreedom’. “Create a clothes’... So, what’s the difference? the initial impression of ‘just another the beauty, glamour and functionality, connection with young India,” was The only decent thing about this ad fun ad’, however, it breaks free from we have ably included a humorous the brief provided by the brand, is Anushka’s dance on the toilet seat; a major advertising trend that dictates element to create a fun-filled TVC shares Gogoi, “... and I came up with her expression is rather wild!” that bathrooms are labelled as a sexy that will be remembered by all for a Kerovit is Freedom!” However, the million dollar space, in general. long time to come.” question remains - will this ad help Think about any sanitaryware Speaking about the most HIT OR MISS? the new brand in garnering enough ad and chances are that visuals of challenging part of working on this ad, In order to get the experts’ take eyeballs or will it be lost in the sea of models wearing itsy-bitsy clothing Gogoi says, “First, it was identifying on the new ad, we decided to speak TVCs that keep coming and going? while romancing the bathroom will the right brand ambassador and the to Mayuresh Dubhashi, executive Dubhashi says, “It’s got (Anushka) come to mind. Be it Katrina Kaif’s second was utilising her in the right creative director, GREY Group India, Sharma and she’s dancing to a quirky Johnson Bathroom video or the ads way. A combination of which led to who tells afaqs! Reporter that this track. That’s eyeball material!” by brands like Roca and Jaquar, all this winner.” The ad, which was shot Kerovit ad reminds him of the perfume Agreeing with Dubhashi, Desai have sensuality at its base. But are in a day’s span, portrays Sharma in brand Kenzo’s ad by Spike Jonze. In too feels that Sharma’s presence will bathrooms really that sensual? a goofy avatar. “When we discussed that video too, the protagonist is seen be the reason for this campaign’s In order to understand the this choreography with (Anushka) dancing eccentrically for no rhyme success. “Interest in Anushka is high reasoning behind this deviation from Sharma, two days before the shoot, and reason. right now and it will help the brand. the norm, afaqs! Reporter got in touch she said, ‘let’s do it right or let’s not Dubhashi feels that the equation Also, the frequency of exposure to with Rondeep Gogoi, senior creative do it’. But the way she performed between the brand and its ambassador this ad will decide whether it’ll be director, Crayons Advertising. He was just brilliant and blew us away!” is the key to success in this case. He noticed or not,” Desai signs off. n says, “It (the ad) made Kerovit stand adds Gogoi. adds, “Showcasing the product range [email protected]

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

e

BLACK SWAN LIFE ZEE MEDIA On a Roll Another The agency created quite a buzz with the launch of Society Tea’s Addition new ad campaign. By Sankalp Dikshit Zee Uttar Pradesh Uttarakhand is

hen an ad campaign does well it the latest TV news channel of becomes a talking point not just for the Zee Media. By News Bureau Wbrand but the agency working behind the scenes as well. Similar is the case with Black ee Media group recently launched Zee Swan Life, a Mumbai based advertising agency Uttar Pradesh Uttarakhand television currently buzzing thanks to a slew of creatives that Znews channel at a ceremony held in it crafted for Society Tea. And so, we decided to Lucknow, where Uttar Pradesh chief minister catch up with the agency’s founder and creative Yogi Adityanath was the chief guest. head, Sukumar Menon, to get to know his agency Uttarakhand chief minister Trivendra a little better. Rawat, yoga guru Baba Ramdev, Rajya Sabha Started in 2009, the agency will complete nine MP, Subhash Chandra, deputy chief ministers years next month; Menon describes this journey of UP Keshav Prasad Maurya and Dinesh wherein “doing things on our own terms” was Sharma, former UP chief minister and the motto. However, there were a “It is actually both,” explains few hiccups. “When we were four Menon, “We don’t jump into multi- years into the business we realised agency pitches and I don’t think we that we were putting all our eggs at times come under the radar. in one basket,” shares Menon, “We While working at agencies such didn’t want to become that one big as Leo Burnett and DDB Mudra, client’s agency where a lot of things are we took part in these pitches as dependent on that one client. We had creative leaders but were unaware to consciously take a few steps back, of the back-end department. There re-evaluate and re-calibrate.” is a different mechanism through The advertising agency has been which one is approached for an Samajwadi Party chief Akhilesh Yadav, Rajya missing in action when it comes to RFP (Request for Proposal) and we Sabha MPs Amar Singh and Vivek Tankha self-advertising. Even the Society Tea don’t know that either. Our growth were also present as special invitees. ad was sourced by us from Facebook has been through referrals. Our Zee Media Corporation is a news networks during a casual internet surfing session, Menon: tasting success work at Domino’s led us to Dunkin’ in India with a bouquet of 14 television news something which is in steep contrast Donuts, which eventually led us channels in eight different languages and a to how other agencies bombard media to Haagen Daas. Later, Domino’s combined viewership of more than 220 million houses with press releases even when a leaf falls general manager, marketing, moved to Dubai viewers. from the tree of their agency’s garden. Menon and joined Foodmark where they were launching It has a cluster of channels, which includes confesses that the PR game doesn’t come naturally American brand, Jamba Juice in the UAE and he Zee News, Zee Business, WION, Zee to him. He adds, “Frankly, we didn’t know the wanted to work with us. Hence, work has always Hindustan, Zee Punjab Haryana Himachal, mechanics of it. We were always very curious got us more work.” Zee Madhya Pradesh Chhattisgarh, Zee 24 but never took the effort to figure out how one Menon also tells us that creative awards, media, Taas, 24 Ghanta, Zee Kalinga News, Zee Bihar publicises their agency. When you approached visibility of work, and size of an agency, play a Jharkhand, Zee Rajasthan, Zee Salaam, and us for Society crucial role when Zee 24 Kalak. n Tea and our The agency has earlier handled it comes to the [email protected] team promoted pitch process. “... that story on our marketing mandates of companies such it is like this one respective social as Domino’s, Lenskart, Fastrack and whole vicious there were other bigger agencies on board when media pages, we circle,” is how he Dunkin’ Donuts came along, we were awarded its realised that this others. It has also launched brands such puts it. entire mandate.” is something we Despite So, is the line demarcating clients marked should actively as Dunkin’ Donuts (in India), Jamba the “organic clearly? “The lines are getting blurred,” says do. Now that Juice (in UAE) and Crusoe (in India). growth”, as Menon, “nowadays, a client is not willing to put you have shown Menon labels it, all eggs in one basket.” And does that rattle the interest in us, you will hear a lot more from us on the agency operates in an environment where bigger agencies? “Obviously, we are starting to eat various fronts.” financially strong advertising giants dominate a the starters if not the lunch of the big agencies,” The agency has earlier handled marketing major chunk of the market. Hence, ‘how taxing Menon chuckles. mandates of companies such as Domino’s, is it for an agency to find its feet in this industry At the moment Black Swan Life has a creative Lenskart, Fastrack and others. It has also launched when not backed by an international network?’ staff strength of eight, and Menon tells us that brands such as Dunkin’ Donuts (in India), Jamba Menon says, “You will be surprised to know three new senior-level appointments are on the Juice (in UAE) and Crusoe (in India). However, how a lot of clients, who could easily afford cards. In order to keep up with its international one statement has been persistent in all their bigger agencies than us, didn’t want them since clients, the agency has a set-up at Singapore as account-win stories — ‘It is learnt that there was these clients fear that they will not get adequate well. Menon, however, maintains that they are not no official pitch held.’ So, a question comes to attention at bigger agencies. The conflict happens actively pursuing foreign or international brands. mind — ‘are we wrong in assuming that Black when a client chooses two different agencies for “Our bread, butter, jam, and everything else, is Swan Life is not participating in pitches or is this different mandates. In case of Domino’s, we were Indian clients,” informs Menon. n practice by design?’ handling a small part of their business and while [email protected]

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

e VIJAY SALES Taking on Online Rivals We spoke to Nilesh Gupta, managing partner, Vijay Sales, about how the team looked to advertising and media planning to handle the online onslaught. By Sunit Roy

ijay Sales, an offline retail new campaign to translate into sales; chain, recently released an rather, it aims for brand recall in Vad series — a set of three the minds of customers. Although television commercials (TVCs) — the offline store recently entered to take on the sales challenge in the e-retail segment by launching the era of online shopping. The vijaysales.com, the actual transaction campaign, conceptualised and ratio, as compared to offline sales, created by Network Advertising, is almost negligible. Vijay Sales brings alive the consumer frustration acknowledges Flipkart and Amazon with e-commerce purchases when it as the market leaders and accepts comes to consumer durables. that the brand is unable to compete The ad films take on the inherent with these e-retail giants and weaknesses of the internet and the price point at which they are highlight the advantages of real- merchandising. world people who can provide real However, the brand believes that the answers to consumers. The narrative of these commercials is an attempt to seize the conversation away from e-commerce companies. Until now, Vijay Sales was bullish on cinema halls and advertised heavily in movie theatres. So, afaqs! Reporter asked Nilesh Gupta, managing partner, Vijay Sales, ‘what the reasoning behind releasing the TVCs was?’ Gupta says, “Our first ad was a brand building activity, which we had done showing that we are a 50-year-old brand. After that, we wanted to launch something new and the creative agency proposed we have this new ad series banking on afaqs! Reporter also wanted to market is very big and there is room for the online wave.” “Cinema happened know if Vijay Sales is currently everybody — online retailers, offline “When this proposal came in, feeling the heat from online retailers. retailers and mom and pop stores. we thought it’s a very good idea to to us just by chance “I won’t deny the fact that online “Online has helped grow the overall highlight all these issues as customers retail stores have taken away some of market. In Vijay Sales philosophy, we can correlate to them and say even s/ because it was not a our customers, but it has helped us don’t consider anybody as competitors. he too had faced the same problem, pre-planned effort to increase our market,” says Gupta. They all help grow the market size,” so it’s better to go offline,” he adds. He adds, “What’s happening is says Gupta. Vijay Sales, historically, has been at all. After watching that even if a customer, who has been Until now, Vijay Sales hasn’t done advertising very heavily through our first ad campaign, with us for so many years, asks — ‘You anything much in terms of online the print medium. And when the brand’s first TVC was created, no a few movie theatre The ad films take on the inherent serious thought was given to explore chains approached cinema as a platform to advertise. weaknesses of the internet and highlight In fact, the offline store advertised us. And after seeing the advantages of real-world people who on CNBC and a few host channels. their proposals, our However, the brand soon realised can provide real answers to consumers. that advertising only on one or first thought was two channels wouldn’t work and must be facing tough competition advertising. However, for the next that advertising on GECs was an that we have actually from online retailers; how are you phase, the brand is planning to opt expensive deal since Vijay Sales hit jackpot. ” coping with that?’ — I just tell for digital as a platform. And while has presence only in Delhi/NCR, them that although e-commerce has it will continue to advertise on print Gujarat and Maharashtra. NILESH GUPTA created an online shopping wave, platforms, the brand has reduced the “Interestingly, after watching our not 100 per cent of businesses have print budget. first ad campaign, a few movie theatre gone to e-retail. As far as electronic “We have an annual deal with chains — such as Carnival Cinemas, that we have actually hit jackpot. goods are concerned, only a marginal most of the movie theatres, which is PVR Cinemas and Cinepolis — So, cinema happened to us just by portion of customers are moving 15-20 per cent of the total annual ad approached us. And after seeing chance because it was not a pre- towards online shopping.” budget,” informs Gupta. n their proposals, our first thought was planned effort at all,” shares Gupta. Vijay Sales doesn’t expect the [email protected]

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

Voot GANDHI GAURAV Vidooly NISHANT RADIA Raymond UMA TALREJA Contiloe Pictures ABHIMANYU SINGH YouTuber &Actor BHUVAN BAM Video Volunteers JESSICA MAYBERRY YouTube SATYA RAGHAVAN Vodafone SIDDHARTH BANERJEE SPEAKERS

Swastik Productions One LifeStudios& SIDDHARTH KTEWARY Nykaa HITESH MALHOTRA PHD India JYOTI KUMARBANSAL Google CHAITANYA CHUNDURI BARC India DASGUPTA PARTHO Business Standard KHANDEKAR VANITA KOHLI Endemol ShineIndia ABHISHEK REGE Facebook SAURABH DOSHI FEREN | ION| S D R A W A N| O TI I B I H X E | E NC E R E NF O C

WATConsult RAJIV DINGRA Kommune HUSSAIN HAIDRY Viu VISHAL MAHESHWARI Hotstar AJIT MOHAN Kimberly ClarkIndia CHELLA PANDYAN afaqs! SREEKANT KHANDEKAR ZengaTV SHABIR MOMIN AndBeyond.Media KARAN GUPTA

Big Synergy INDRANIL CHAKRABORTY Mindshare DEVENDRA DESHPANDE Kommune ROSHAN ABBAS Comedian KARAN TALWAR Kommune SHAMIR Voot AKASH BANERJI hoichoi VISHNU MOHTA Swiggy SRIVATS TS

Kommune TESS JOSEPH Qyuki DigitalMedia SAMIR BANGARA Instagrammer/Comedian MALLIKA DUA Balaji Telefilms EKTA KAPOOR L&K Saatchi&India ANIL KNAIR IPG MediabrandsIndia SHASHI SINHA and manymore... ContentAsia JANINE STEIN

...... VidTent Voot GANDHI GAURAV Vidooly NISHANT RADIA Raymond UMA TALREJA Contiloe Pictures ABHIMANYU SINGH YouTuber &Actor BHUVAN BAM Video Volunteers JESSICA MAYBERRY YouTube SATYA RAGHAVAN Vodafone SIDDHARTH BANERJEE SPEAKERS

Swastik Productions One LifeStudios& SIDDHARTH KTEWARY Nykaa HITESH MALHOTRA PHD India JYOTI KUMARBANSAL Google CHAITANYA CHUNDURI BARC India DASGUPTA PARTHO Business Standard KHANDEKAR VANITA KOHLI Endemol ShineIndia ABHISHEK REGE Facebook SAURABH DOSHI FEREN | ION| S D R A W A N| O TI I B I H X E | E NC E R E NF O C

WATConsult RAJIV DINGRA Kommune HUSSAIN HAIDRY Viu VISHAL MAHESHWARI Hotstar AJIT MOHAN Kimberly ClarkIndia CHELLA PANDYAN afaqs! SREEKANT KHANDEKAR ZengaTV SHABIR MOMIN AndBeyond.Media KARAN GUPTA

Big Synergy INDRANIL CHAKRABORTY Mindshare DEVENDRA DESHPANDE Kommune ROSHAN ABBAS Comedian KARAN TALWAR Kommune SHAMIR Voot AKASH BANERJI hoichoi VISHNU MOHTA Swiggy SRIVATS TS

Kommune TESS JOSEPH Qyuki DigitalMedia SAMIR BANGARA Instagrammer/Comedian MALLIKA DUA Balaji Telefilms EKTA KAPOOR L&K Saatchi&India ANIL KNAIR IPG MediabrandsIndia SHASHI SINHA and manymore... ContentAsia JANINE STEIN

...... VidTent e BRAND ENDORSEMENT Is There Over-exposure? Brands need to learn new tricks to get around this reality, feel experts. By Shweta Mulki

ajinikanth has never endorsed a brand. And although the Rsouthern superstar joined Twitter in 2014, he remains elusive outside of his movies and has not done a commercial other than a regional cola ad some 40 years ago. If he were to feature in a TVC today, wouldn’t that be endorsement gold? At a recent event, PepsiCo’s ex-chairman, D Shivakumar, suggested that with celebrities being more exposed now in the public eye- more than they were earlier at least, there was a possible impact on their equity as brand ambassadors. So, have factors like active social media engagement eroded a star endorser’s value and reduced the enigma factor? “There is some amount of commoditisation of celebrities that has happened because of their exposure over a period of time. But that doesn’t mean celebrities are not making a dent anymore,” asserts Manish Porwal, managing director, Alchemist Marketing and Talent Solutions. Data from Adex India (a division of TAM Media Research) does show a steady increase in the usage of celebrities in the last few years. to shoot a TVC or a print campaign or second-rung actors,” says Porwal, Da Da Ding campaign, actor Deepika This is also echoed in a new report or at best, a dealer meet or a ribbon reminding one that paid tweets and Padukone’s sports background ties in on entertainment and marketing cutting. Today, one sees the addition posts play a role too. “In the earlier neatly with the communication. by Group M’s ESP Properties of ‘social engagement’ that’s much days, ‘influencers’ were used for Yet another key development which says that there’s been a more powerful than those eight events. So if a cosmetics brand has is that of celebrities owning IP, year-on-year growth in the usage hours. When Twitter and Instagram an event they may not use the main partnering with brands as well as of celebrities in India in the last grew, many celebs got attention in face but a smaller one. You can draw online marketplaces or department decade - proportionate to the growth the way they engaged with their the same parallel with digital.” It is a stores for the same. Actors like Hrithik in the advertising market. And audiences.” co-existence model these days. Roshan (HRX), Sonam Kapoor currently, 25 per cent of the total Experts also feel that geography (Rheason), Anushka Sharma (Nush) ad spend involves communication BEYOND THE A-LISTER matters. “A Vivek Oberoi may still and Kriti Sanon (MsTaken) are some that has film actors and sports icons Porwal says that an increase be front page news in Allahabad examples of this phenomenon. as messengers. Interestingly, it has in digital has naturally led to the or Ajmer,” says Porwal, admitting, Arun Iyer, chairman and chief found that 47 per cent millennials proliferation of content. “The however, that there are lower chances creative officer at Lowe Lintas, are influenced by celebrity messaging content piece varies for different of a single exposure TVC becoming says, “Celebrities still have massive (across mediums). following and influence culture and There are also instances when the main thinking - look at the interest Virat SO WHAT’S CHANGED? and Anushka’s wedding generated. “Because millennials like celebrity is used as an influencer. Also, things like government celebrities too, we are seeing a huge media now. Digital, a more up-close- a wave. But he stresses that just as campaigns, which need mass impact, shift from endorser to influencer. and-personal kind of media, uses the basket of brands has increased, are taken more seriously when a Endorsement contracts are being more of the ‘known-for-their work’ the pool of celebs has become bigger celebrity is used.” rewritten, deliverables are changing celebs who aren’t typical top-end.” and diverse. “In the early days, only Iyer refers to his team’s campaign and social is being added as a big He reasons that this is cost-effective Gavaskar, Kapil Dev and Azharuddin for Tanishq where he says Padukone layer to the commitment that the because one may not be able to use bagged ads, but not a Bishan Singh was shown as ‘Deepika’ and not a celeb makes to the brand,” says an A-lister for multiple videos. Bedi. Today you have Harbhajan star. “That’s a glimpse that people Vinit Karnik, business head, ESP “Overall, there’s a place for the Singh and Ajinkya Rahane too, are really vibing with; there has to be Properties. He goes on to add, ‘big’ celebrity who’ll adorn the TVC alongside a Virat Kohli,” he notes. a reason why they do what they do in “Earlier, when a star would give and the larger mediums, but when it There are also instances when the ad. The brand needs to be crafted two days for a certain amount, eight comes to specifics, there will be the the main celebrity is used as an hours of that would probably be used authors (like Chetan Bhagat), chefs influencer. For instance, in Nike’s continued on page >>

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

e RADIO CITY A City and its DNA The radio brand launches the second phase of its ‘Rag Rag Mein Daude City’ campaign. By Sunit Roy

he way every city has its unique identity, radio, in its Tvery essence, is local. It is this sentiment that Radio City 91.1FM, a part of Music Broadcast Limited (MBL) and a subsidiary of Jagran Prakashan, has taken to the next level by redefining ‘local’ for India. In May 2016, Scarecrow crafted the positioning “Rag Rag Mein Daude City” for the private FM channel. Radio City 91.1FM has now launched the second phase of the campaign. Titled — ‘Taxi Driver’ — the new brand film takes listeners on “A year-and-a-half a sensorial journey of the city. ago we actually fine- It lays emphasis on the brand wildlife photographer by profession, your eyes closed,” Thomas adds. philosophy, ‘Jinki rag rag mein city tuned our focus and Rajan has also worked in a few In terms of demographics, the daudti ho na, woh aankhon se hi nahin, got ‘City’ in our memorable ads such as ‘Respect the private FM channel is targeting saanson se, zubaan se aur kaano se bhi National Anthem’. people in the 20-44 age group as city dekh lete hain’ (if a city runs brand name with the But why did it take more than its core TG. However, in terms of through our veins, then we can see insight that the city a year-and-a-half for Radio City to psychographics, its main targets are and experience it even with our eyes launch the new brand campaign, is those people who are passionate closed). runs in our veins.” what afaqs! Reporter wanted to know. about the city in which they live, “When we articulated the “A year-and-a-half ago we actually people who know the city in and out. positioning in the first phase i.e. ABRAHAM THOMAS fine-tuned our focus and got ‘City’ in To make this idea more ‘Rag Rag Mein Daude City’, it was our brand name with the insight that experiential, the thought will be supported by print ads and a soulful the one who knows every nook and the city runs in our veins. Further, adapted for print, on-air, digital, and song sung by Sukhwinder Singh. To corner of Mumbai. Thus, the ‘Taxi we have been continuously pushing on-ground. Although digital will further amplify it we used the video Driver’ is used as a true representative the whole philosophy of ‘Rag Rag remain the mainstay for the campaign format,” says Manish Bhatt, founder- of the city connoisseur. It’s also a Mein Daude City’. During this time and the brand film will be carried director, Scarecrow. way of saying that we humans are we have created numerous properties on digital assets, including social “This year we wanted to take superior to artificial intelligence,” which actually push this proposition media assets, it will be taken forward ‘Rag Rag Mein Daude City’ to Bhatt adds. forward and revolve around this through RJ interactions and ‘Kaano an experiential level. For this, we The role of the taxi driver is central theme,” explains Abraham Se Pehchano City’ Contest. Further, did a social experiment with city played by Surendra Rajan, the actor Thomas, CEO, Radio City. this campaign will be carried forward connoisseurs. So, after studying, we who immortalised the dialogue “Bas “This new campaign is aimed at on other platforms such as cinema zeroed in on the idea of having a taxi kar pagle, rulayega kya?” in Munnabhai building up the same philosophy. and television, in the next phase. n driver as the protagonist because he is MBBS. A painter, sculptor and You can experience the city with [email protected]

MTV. Not only is the MTV Box Cricket League MTV INDIA a fun concept but also an opportunity for viewers to see their favourite stars in a new avatar and engage with brand MTV in a whole new manner. Star-studded Teams It’s going to be extremely exciting to see the league unfold on screen for both, us MTV India acquires broadcast rights for Box Cricket League and the viewers.” to be aired from February 2018. By News Bureau This starry cricket league will boast of 10 cricket outh channel MTV India has acquired February 13, 2018. teams named after 10 Indian broadcast rights for Box Cricket League. Commenting on the cities — Chennai Swaggers, YThe channel will be joining hands association with Balaji Mumbai Tigers, Rowdy with Balaji Telefilms and Marinating Films to Telefilms, Raj Nayak, COO, Bangalore, Delhi Dragons, bring together two of the most vital sources of Viacom18, says, “We all know The Ahmedabad Express, Pune entertainment in India - cricket and television - about young India’s obsession with Anmol Ratn, Lucknow Nawabs, Jaipur Recently, Pepperfry raised `210 crore in to present an all new exciting season of celebrity cricket! With MTV Box Cricket League, we will Raj Joshiley, Chandigarh Cubs and Kolkata Babu cricket matches with the launch of MTV Box be taking the nation’s obsession with cricket and Moshayes with celebrities such as Karan Patel, E Series funding from existing investors. Cricket League. Bringing cricket and over 200 entertainment a notch higher by ensuring we Shabbir Ahluwalia, Rithvik Dhanjani, Anita television celebrities under one roof, MTV Box give the youth of India what it wants – celebrities Hassandani associated with the teams. n Cricket League will be telecast on MTV starting and cricket – on a channel they love the most - [email protected]

18 afaqs! Reporter, January 1-15, 2 0 1 8 e OGILVY INDIA VOOT OgilvyRED Consulting A New Brand Film is Here is in India Now Viacom18’s digital platform also reveals its way forward. OgilvyRED Consulting is a new consulting arm that brings together senior By News Bureau strategic specialists to consult on digital transformation for brands in India. By News Bureau hy just what’s on the TV screen, why not behind the scene? W Why only half an hour, why not binge it lagataar? Why watch the same old plot, why not some new thought? Why just wanting, why not wanting, wanting...? These are a few of the lines from Viacom18’s video on demand platform VOOT’s new brand film. The streaming platform which was launched 18 months ago has emerged as a formidable force in the digital video ecosystem. Addressing a media gathering today, Gaurav Gandhi, COO, Viacom18 Digital Ventures, unveiled a set of new initiatives that the brand is going to take, going forward. He also unveiled the new purple logo and the brand film where VOOT asks ‘Why not?’ “Innovations happen when you ask ‘Why Not’,” says Akash Banerji, head - marketing and partnerships, Viacom18 Digital Ventures. “#WHYNOT is not just an expression or a OgilvyRED Consulting’s spirited team

n a recent development, Ogilvy India has be solved by a traditional agency approach. Ogilvy launched OgilvyRED Consulting, a new has a long-standing history of helping clients Iconsulting arm in India. It is a consulting arm stay ahead of the curve when it comes to all that brings together senior strategic specialists to things digital. Now, with OgilvyRED, we have consult on digital transformation for brands in the unique ability to investigate every aspect of India. OgilvyRED Consulting has been successful consumer experience and influence it deeply. phrase, it is a belief system, a philosophy and a in North America, Europe, Latin America and The world of ‘consulting’ has always been about mindset that VOOT, as a brand, aims to foster Asia Pacific. In India, it will initially operate out strategy devoid of any accountability for execution. and encourage in this country,” he adds. of Mumbai and offer its services to clients across The difference with OgilvyRED is that it is digital The brand film is created by Mullen Lintas the country. transformation consulting that is deeply tied in and Shriram Iyer, national creative director, Sonia Khurana, senior vice president, with Ogilvy’s ability to execute with creativity, Mullen Lintas has this to say, “VOOT’s new OgilvyRED Consulting, says, “There couldn’t impact and speed.” campaign is all about questioning the status have been a more opportune time to introduce Through its five specialist service offerings quo. It’s about people who are not content OgilvyRED Consulting in India. India is one – digital transformation consulting, data and with their current entertainment choices, have of the largest and fastest growing consumer marketing analytics consulting, marketing moved on and chosen to be on VOOT. The markets in the world. Rapid adoption of digital technology consulting, innovation consulting and current campaign is about them and their by consumers is continuously changing the eCommerce consulting – OgilvyRED India will question to the world - Why not?” way they behave and what they expect. The help clients find answers to questions such as: Gandhi’s list of announcements included: big challenge for companies is how to grow • How do we move from product-driven regional focus, VOOT premium services and brand and business value through relevant, marketing to customer centricity? VOOT International. The video on demand connected and innovative consumer experiences. • How do we drive digital experiences that matter platform will now offer content across four Our world-leading customer insights, combined and deliver business value? key languages (Kannada, Tamil, Bangla, and with marketing transformation expertise, helps us • What would be the lifetime value of our Marathi). The offering will be a mix of original frame problems through the eyes of the customer, customers? and dubbed content. The regional content identify customer-led solutions and create new • Which innovation territories will create the will also help the platform target the diaspora business models for growth. I am really excited most value? audiences. “About 25 per cent of VOOT’s about the possibilities.” • How do we create a digital, social, and mobile viewership comes from the Bangla, Gujarati, Commenting at the launch, Kunal Jeswani, enterprise? Marathi, and Kannada markets. We have CEO, Ogilvy India, says, “Now, more than ever, • What’s the right marketing technology to use? prioritised three out of the four markets and brands need to take a transformative approach • How can we lift our eCommerce sales? included Tamil,” informs Gandhi. n to connect with consumers. There are many • How do we calculate our real marketing ROI? n [email protected] challenges that our clients face today that cannot [email protected]

afaqs! Reporter, January 1-15, 2 0 1 8 19 “I see everybody as competition” A breezy chat with COVER STORY the chairman and chief creative officer ARUN IYER CHAIRMAN & CHIEF of Lowe Lintas. CREATIVE OFFICER By Ashwini Gangal LOWE LINTAS round three years back, Wieden+Kennedy Paperboat (My First Train Ride) London created an and Google (Look Before You Leave interactive digital film campaign for Maps). called ‘The Other “At a craft level, budgets have Side’A for Honda. During the film, gone down this year. And a lot of the viewer could press ‘R’ on her conversations like ‘It’s a digital film, keyboard to start watching a darker, let’s do it cheaper’ are happening. For frame-by-frame spin-off of the same any creative product, spends dictate ad at any point, and switch back the investment. Experimentation, at will. Through this ad Honda in terms of finding completely promoted two cars – the Civic new ways of telling a story, has and its variant Civic Type R – and not really happened,” he elaborates. won many accolades. But what’s But there’s a silver lining to this, that got to do with the man whose one that highlights an interesting photograph accompanies this article? dynamic: “A lot of new talent – Nothing. Except, this is the kind of like production guys, directors – has creative work he worships. got an opportunity. Because budgets Which is why, as I waited in are lower, there’s less pressure on the lobby of Express Towers, South working with the experienced hands Mumbai, before my interview and risk taking ability has gone up.” with Arun Iyer, I binge watched While he tells me more about international ads by W+K on trying economic realities, I can’t help YouTube. When I met Iyer, I asked notice that this is the chairman, not him what it is about the agency’s work the creative livewire, talking. And I he so admires. “It’s their approach. say as much. Is this a new thing – the They have massive thoughts. They chairman in him taking to the fore? saw that keeping media separate “No, not really,” says Iyer, who from creative hampers creativity and was named chairman in the first then brought the two together.” The quarter of 2017, “I’ve seen so many Honda idea was born when the media “As stages of myself in this place... when and the creative guy sat together. you spend many years at Lintas (he “That really impresses me,” marvels agencies, we joined in 2003), one of the things the 40-year old... or as he puts it in that happens is – you have an eye true Tamilian style, ‘41-running’. are generalists on the business. It’s not like that Almost four years back, I trying to compete overtakes everything but you’ve to interviewed Saurabh Varma (now keep an eye on it. And yes, given the CEO, Leo Burnett South Asia and with specialists. new responsibility, it is something Publicis Communications India) and It’s not an easy I’ve got to watch out for... there’s asked him, as an aside, to name the what Lowe Lintas stands for under a reason it’s called ‘commercial brightest creative mind in Indian his leadership, and what Indian battle.” creativity’, there is a commerce angle advertising. He didn’t take more than advertising ought to worry about as to it, you can’t ignore that...” a few seconds: “Lowe’s Arun Iyer.” an industry. “Businesswise, it’s been To this end, Iyer works closely I placed my forward and backward a tough year - not us as an agency - with Raj Gupta, who became CEO looking binoculars on the shoulders overall, the general going this year key accounts are names like Surf of Lowe Lintas earlier this year, after of the person who represents the has been tougher than previous years Excel (Neki Ek Ibadat Ramadan ad for spending almost two-and-a-half best of the present generation of for sure. Because of demonetisation Pakistan), Fastrack (Move On), Axis decades in the Lintas system. In a Indian advertising talent. And and GST our clients have had to Bank (Maa Ki Suno ad with Revathi), recent interview the duo told us that so began our discussion around manoeuvre their business a certain Tanishq (Rivaah Brides), Flipkart their partnership works because each what Indian advertising got right way. And that always has an impact (Big Billion Days), Zee (Rally For worries about the other’s territory and wrong in the last 12 months, on marketing...” he says. Among his Rivers), Kissan (Real Togetherness), in equal measure. Gupta tells Iyer

20 afaqs! Reporter, January 1-15, 2 0 1 8 oeo things like, ‘Yaar Arun, creative mein mazza nahin aa raha hai. Do din aur le loon kya client se?’ and Iyer, in turn, says stuff like, ‘Raj, we’re a little off the money. What do we do?’ Speaking of partnerships, Iyer shared a famous one with Amer Jaleel, his co-NCD of over five years, before the group split the agency into Lowe Lintas and Mullen Lintas in 2015, after which they were put in charge of separate agencies (Jaleel runs Mullen Lintas as chairman and chief creative officer). Lowe Lintas+Partners was re-branded Mullen Lowe Lintas Group. Answering a long overdue question about the end of his creative partnership with Jaleel, Iyer says, “The truth is that even when we were co-NCDs, there were parts of the office Amer was looking into and parts that I was looking into. It wasn’t like we were bouncing stuff off each other on a daily basis. We were doing our own thing even then and that arrangement just got formalised (in 2015). It wasn’t like we were working together on everything... we’re good “The one sense of commitment that is felt at to slot their partners. How do you friends and we still chat.” both ends has weakened.” Why so? slot yourself as somebody who can Does he see Amer and Mullen thing the ad Answers Iyer, “At the end of the day, provide the entire gamut?” as competition now? “Yes, because business is getting clients are looking for a ‘solve now’ One of the things Iyer frets about tomorrow there could be a pitch that and they don’t mind getting it from is the way agencies are perceived by both of us are part of. That’s definitely wrong is – we do whoever they’re getting it from. clients today. “The perception that a possibility,” he fields. Iyer, by the not come together That to me is fundamentally why a agencies are moving with the times way, has an interesting approach to lot of stuff which is not so pleasant has, somehow, taken a beating. It competition, one that’s symptomatic as an industry.” happens. We all need to sit down and worries me.” What has led to this? of the changing environment around address these niggling issues.” “The ‘agency’, as a concept, has networked advertising agencies. “The At some level, this goes against existed for long, versus a lot of the Lintas and Ogilvy competition is very Lowe Lintas’ philosophy of ‘hyper new stuff... but the world tends famous, but it would be myopic of bundling’, that positions the firm as a to look at the new. What agencies me to say only other agencies are my one-stop shop for clients. In fact, the do still excites me, but it’s not competition. I don’t think it’s only his agency has come to stand for - marketing head of a leading apparel being perceived like that. It’s not about agencies anymore,” says Iyer. fit in? And how is it different from brand recently wrote an article for us the agencies’ fault, entirely. Many What then? He goes on to explain, ads that are made in the hope of about how and why the ‘full service clients speak about new-age stuff “We’re living in a day and age of infiltrating popular culture – like the agency’ has become a relic of the but expect conventional stuff from ideas and today, ideas can come from agency’s old ‘What an Idea Sirjee’ line past. How does Iyer balance these agencies. When your deliverables are anywhere. Content companies, TV for former client Idea Cellular (they contrasting realities? conventional and the talk is about and radio guys have their own creative decided to part ways few months “We’re focusing on doing stuff the new-age, a gap gets created... it’s teams. There’s a whole bunch of back)? “It’s not about picking a that we are good at. Let’s not over- a complex world out there.”. creative folk out there, unlike when cause,” insists Iyer, in whose book, promise and under-deliver. It has This, among other issues, is we entered the business. At that popularity precedes purpose. “... become fashionable for agencies to something the ad fraternity can solve point in time if you wanted to be a your brand should be in a position say they can do this, this... and this if it operates as a unified whole. Iyer creative person, advertising was one to make a statement. If we hadn’t for a client. But it’s about what you says, “The one thing the ad business of the only few possible destinations. done so many years of Daag Achhe can do well. We may not be able to is getting wrong is – we do not So I see everybody as competition Hain (for Hindustan Unilever’s Surf do the entire gamut today. It may come together as an industry. We today, even a stand-up comedian...” Excel), we wouldn’t be in a position even mean calling it out and saying, talk about it but there is little we do How so? “They are insightful and to say Haar Ko Harao (the detergent ‘You know what, we’re not up there about it. I see other industries do it. there’s nothing stopping them from brand’s most recent catchphrase). with this right now, we’re working We’re too busy with our lives and getting into the branded content You have to earn the right to say towards it, maybe we’ll get there.’ campaigns. As heads of companies space. Anybody who wants to think certain things... it’s not about riding There’s a level of honesty that needs in this industry, we need to sit down for a brand is competition to me... a wave. I’m very conscious of stuff to come in...” he admits. together, figure out and solve things.” the number of people interested in people do just to be fashionable.” Where does that leave ‘full service’, We asked Iyer to let us in on this stuff has gone up exponentially,” That word came up again in a then? Is there work to be done? his personal pressure points. He he says, “Today, for a brand, you different context during our chat, “Definitely, there’s a lot of work to answers, “For the quantum of work have to think not just about ads or when discussing the way in which be done,” he admits, “All said and we do across brands, staying on top about giving people information, but the agency-client equation has done, as agencies, we are generalists of it all and not letting the ball drop of how you can make the brand a part changed in the recent past: “Overall, trying to compete with specialists. on any of them is something that of people’s lives through the stuff clients are dealing with many It’s not an easy battle to win and it’s does add pressure... but after a point, they are interested in.” partners today; it’s not just about not an absolutely even battleground I just stop worrying and run straight Where, in this scenario, does one partner anymore. As a business, either. I can understand that clients, to the badminton court.” n purpose-led messaging - something in marketing and advertising, the while looking for partners, tend [email protected]

afaqs! Reporter, January 1-15, 2 0 1 8 21 l VOOT Changing the Game Gaurav Gandhi, COO, Viacom18 digital ventures, talks about how the digital video-on-demand platform has used the TV asset as a tool to get a huge number of eyeballs. By Anirban Roy Choudhury

ot always does one need to spend a lot to create quality Nand captivating content. VOOT’s experiment with Bigg Boss is a great example of that. The Endemol Shine-produced Bigg Boss is a daily TV show that airs on Hindi GEC — Colors and is one of the marquee TV properties in India. Viacom18’s digital video-on-demand platform has used the TV asset as a tool to get a huge number of eyeballs on the advertising based video-on-demand (AVOD) platform. Apart from the TV episode, VOOT has ‘Unseen Undekha’ and ‘Cutless’, digital shows created with the content that was shot but not used in the TV broadcast. Gaurav Gandhi, COO, Viacom18 digital ventures, terms this as ‘Content around Content (CAC) strategy.’ “For Bigg Boss this year, we are all set to cross 1 billion views on VOOT and of these, content exclusively created for VOOT (not on TV) contributes 55 per cent (approximately),” he adds. Other than stock footage from the Bigg Boss house, this year VOOT has created a magazine show - Bigg closely with the TV team, but the we have over 20 advertisers who are Buzz - hosted by Being Indian fame, purposes are different; so we have a associated with inventory on the Sahil Khattar and former Bigg Boss VOOT creative team which looks property,” informs Gandhi. contestant Priya Malik. after the content,” adds Gandhi. “In absolute terms, Bigg Boss “The show features trending Since Gandhi talks about sports, to makes more money for us than any of tweets, comments, reviews, memes, put it into perspective, VOOT is now our other VOOT properties. In fact, GIFs, posts and videos created by one of the top three digital video-on- this is one of the largest entertainment Bigg Boss fans. Our anchors have demand platforms in India in terms properties on digital in India. It goes their eyes and ears open for anything of number of viewers and it reached on for over 100 days and is truly that is creating waves on social media this feat without any sports content in a mass property, popular across the length and breadth of the country,” Apart from the TV episode, VOOT Gandhi adds. Dabur was once a regular on TV has ‘Unseen Undekha’ and ‘Cutless’, digital “Bigg Boss makes during a Bigg Boss ad break, “We have shows created with the content that was shot been associating with the show for a more money for us long time now. Bigg Boss, as a format, but not used in the TV broadcast. than any of our other is sticky and viewers watch it for the with regards to Bigg Boss,” informs its portfolio. Sports is considered one whole season; it is not one of those Gandhi. In the show, the two anchors of the biggest crowd-pullers in India VOOT properties. In properties where people come and discuss the week gone by and in some and Hotstar, which is second only fact, this is one of the go,” says Rajiv Dubey, head-media, cases, speak to evicted contestants to to YouTube in India, has garnered Dabur India. get in-house gossip for the viewers. huge numbers because of its sports largest entertainment However, the Ayurvedic product VOOT’s team works closely with offerings. “For us, to some extent, properties on specialists are not present on TV this the Colors content team and Endemol Bigg Boss does what sports do for year, “The TV space has become very Shine and the digital versions are other platforms. This is the property digital in India.” crowded now and here on VOOT, executed under the supervision of that goes on for about 100 days every GAURAV GANDHI we are the title sponsor, so we are VOOT’s personnel. “Bigg Boss is year and it’s just like a major sporting differentiated from the rest and have like a cricket match, what you see on event,” opines Gandhi. a notable presence, we are not just TV are the highlights. A fan will say It’s not only viewers, Bigg Boss Red Gel has associated itself as title one in the crowd. To me, we are as highlights are amazing, let me go and rakes in serious dollars for the video- sponsor while Emami Fair and good as Appy Fizz on TV and we have see more and that’s when they come on-demand platform too. Gandhi’s Handsome Laser 12, Timex Watches, invested far less compared to the TV to Unseen Undekha and Cutless. sales team has roped in five sponsors Goibibo, and Mc Dowell’s No 1 Soda buyers,” informs Dubey. n The audience is the same so we work for Bigg Boss on VOOT. Dabur have joined as partners. “In addition, [email protected]

22 afaqs! Reporter, January 1-15, 2 0 1 8 e MUSIC ON DEMAND Music vs Music The race between music on TV and music on apps is hotting up. By Anirban Roy Choudhury

bout `600 crore of advertising song 5-6 times. So, the 25 million money is spent on television views must be coming from 10-15 Amusic and there are over 15 million viewers. And what are 10 channels fighting for a slice of that million viewers in India? Nothing at pie. Last year saw the shutdown of all. Our channel, Mastiii, gets about two music channels - Star’s Channel 100 million unique viewers per V and Disney India’s Bindass month, not views. A viewer spends Play. So, is it the beginning of a 30 minutes per week on our channel digital onslaught impacting linear - that’s the kind of attention we get.” broadcasting or is it too early to draw Vyas disagrees that all are same, an App vs TV channel comparison? “What gives you identity is the layout, the tone, the timbre of your THE PATTERN channel. The kind of songs that you Channel V, which was at 4 per play and the songs you decide not to cent market share before it became play differentiates you from the rest.” defunct, went up to 8 per cent market share, whereas Bindass Play dropped THE AD-DOLLAR GAME from 4 to 1 per cent before shutting When there are so many players down. “When there are so many tussling it out for the same pie in channels in the genre, the ones at the the TV space itself it’s a difficult bottom will need to take such hard game to play. Chakravarthy explains calls,” says Manav Dhanda, CEO, the position of a music channel in Sri Adhikari Brothers Group. Neeraj the TV planning mix, “Whenever (L-R) Dhanda, Chakravarthy, Joshi, Vyas, Agarwal and Roy: analysing Vyas, SVP and business head Sony I am planning on TV, I will select the game-changing scenario Mix and Max Cluster, opines, “These a set of channels that deliver high are individual business decisions, we reach and certain channels that will believe that the ad dollars will move which they charge consumers a have grown in the past and this year help me build high frequency. Music from one medium to the other in subscription fee. “The country too, we will grow.” channels come in the latter.” But the foreseeable future, “Nibbling has is now more prepared to pay for The media planning fraternity that’s not the end, “The second thing already started,” assesses Joshi. content,” says Roy. About 70 per cent sees the emergence of digital as a I will look at is the affinity of this Vyas does not see any nibbling. of Hungama music’s revenue comes potential threat to the linear music genre with my target audience. So, “Contrary to popular belief, if you from advertisers and 30 per cent from broadcast. Anand Chakravarthy, for example, if my target is youth see the overall GRPs that the genre subscriptions. “As streaming services managing partner, Wavemaker India, from 18-30 (age), then the affinity of generates, we have grown compared penetrate further, more advertising thinks this is just the beginning. “We music channels tends to be strong, to last year.” Like Mastiii, Sony Mix money will come to the platform .” will see more and more broadcasters but the affinity of digital platforms is too witnesses a 25-26 minute per user pulling out of pure play music,” he also high,” Chakravarthy points out. per week time spent. HUL, Emami, SOURCE OF GROWTH says. His assessment is based on the TV has other advantages. “If I Google, Marico, Nestle, Amazon, Agarwal believes multiple factors PepsiCo, Colgate, and Patanjali are are driving the growth of streaming the top advertisers on Mix. platforms. “Access to technology The media planning fraternity sees digital as in the form of cheaper and better a threat to the linear music broadcast. CO-EXISTENCE smartphones, accompanied by Siddhartha Roy, CEO of cheaper and faster data, is at the challenging business model of music look at it from a cost point of view, Hungama.com, is of the opinion that forefront of driving this change,” he channels in India, “The channels pay from a CPT perspective, TV tends to both apps and channels complement says adding that Gaana has significant a premium as royalties to labels like be way cheaper compared to digital each other and they don’t necessarily users from non-metro cities. “That’s T-Series and others and then they do at this stage” adds Chakravarthy. need to eat into each other’s pie. the reason we have a Gaana app not have exclusive content either.” Among the pluses for digital is the The pie is the same opines Prashan in nine different Indian languages Mohit Joshi, managing director, fact that it offers the ability to target Agarwal, COO, Gaana.com, “Users and editorial curation has a strong Havas Media Group India feels that audience by age or geography. have limited time for entertainment vernacular focus as well,” he says. today, consumers are impatient when There are other advantages to a and music is a pie out of that. Once Mayank Shah, category head, it comes to music consumption. Joshi digital streaming platform. Says Joshi, a user decides to spend time with Parle Products refuses to compare opines, “Mastiii and Sony Mix might “Today I can integrate my brand into music, various channels and services TV with a streaming app, “I think be garnering numbers, but most a song; recently, on Smule, I saw the are vying for the same user minute. they compete with radio and not TV, of it must be coming from tier II ‘Dairy Milk’ track. And people are There will be overall growth in music at this stage,” he says. “If I am looking and III cities, where the on-demand coming out and recording their own minutes as well, but most of that will at building a frequency or reminding behaviour is yet to form.” songs on the same track, so the brand come to streaming platforms due to consumers of something, we will Dhanda has a counterpoint on the is getting so many more ads out of obvious advantages for the listeners.” reach out to a Gaana or Saavn. But if digital growth. “What makes a super- consumers. ‘Fair & Lovely’ also did It is not only ad revenue that a I am launching a product or looking duper hit song YouTube? Let’s say something similar. I see more brands platform like Hungama or Gaana to establish a brand, I will go to a TV 25 million views. Now it can happen moving in that direction.” is solely dependent on; they have channel or YouTube,” he adds. n that one consumer has viewed a Both Chakravarthy and Joshi a premium, ad-free offering for [email protected]

afaqs! Reporter, January 1-15, 2 0 1 8 23 o

GUEST ARTICLE Good Times Ahead Brick and mortar outlets are here for the long haul, despite the growth of e-commerce. By Ayan Banik

rom a buzzword to a current capitalist outlook will only widen remains the same. your driver shops exactly the way day reality, the Indian this gap. you do is, in itself, discomforting. Fe-commerce industry has been Limited economic and civic THE CHANGING ECONOM- on a burgeoning curve with a sales resources, coupled with an excess IC LANDSCAPE DESPERATE NEED TO prediction of $120 billion by 2020. of human capital, have created Just like a dog chasing its own CREATE THEIR NEXT In this buoyant scenario, it is only one of the world’s largest pools of tail, constant economic movement MARKER OF EXCLUSIVITY natural for big data analysts, retail uneducated, unskilled and therefore, keeps happening. The more the And that is like going back to consultants and industry stalwarts to unemployed labour forces. Mapping masses try and ape the classes by where it all started - good ole classic announce doomsday for traditional these two scenarios reveals uniquely gaining entry into their exclusive brick and mortar shops. The more brick and mortar retail outlets. But differentiated job opportunities clubs (with lifestyle, infrastructure the masses leave these stores and is that what’s truly going to happen? that are non-existent in any of the and economic development), the crowd e-commerce platforms, the An alternative perspective purely developed economies of the world more the classes up the ante and more the reason for the classes to go basis the Indian history, culture and where human capital comes at a invent newer markers of privilege right back to them... to retain their mindset: premium. and exclusivity. When outgoing and exclusive rights. Brick and mortar stores are here In our part of the world, incoming calls cost `16 and `8 per This is how it works - one doesn’t to stay for the long haul, against technology doesn’t replace human minute, the mere ownership of a have to worry about time because all the riding tides of e-commerce capital; rather, it duplicates it. mobile phone was a symbol of class. classes have leisure and time on behemoths, albeit with some If we go to a parking lot in any But today, with a mobile phone in their hands (because all their chores metamorphosis. of the metros in India, we will see almost every pocket, the distinction are taken care of by others). One Historically, India has been ruled an automated parking ticket vending is made by the appearance, features, doesn’t have to worry about parking by kings and dynasties, marauders, machine with a person standing next brand, make, and model of the hassles because a driver takes care of invaders, local satraps and the to it, whose only job is to press the handset. that. In a store, one gets the privilege Dutch, Portuguese, French, and button and hand over a ticket to Similarly, as long as the access of being served and taken care of the British. Even for the larger part the driver of the oncoming vehicle. to smartphones, tablets, laptops by human beings (mind you, not of post-independent, democratic From drivers and car washers to and, most importantly, the internet, chatbots). And most importantly, in a governance, India was largely ruled clothes washers and clothes ironers remained the exclusive terrain of store, one gets customised products, by a Gandhi-Nehru dynasty. This to dog strollers and professional the elite, shopping online was a tailor-made to suit one’s personal tryst with our historical destiny has mourners (Rudalis), in India, we hallmark of privilege. No standing tastes; for example, a monogrammed hugely impacted our culture and have attendants for anything and in long queues brushing shoulders handbag. It’s reverse psychology; the societal fabric. Class distinction is an everything. with others, no bargaining. They harder the pursuit of acquisition, the evident truth of the Indian culture And this psyche of ‘babudom’ could do all that and more from sweeter the feeling. born out of a massive imbalance (an Oriental addition to the English the comforts of their ivory towers. That’s why I say - brick and between privileges and resources, lexicon, which means ‘I am entitled Unfortunately, with technology mortar stores are here to stay... for vis-à-vis a teeming population. to royal treatment’) works to the being a big leveller, that is no longer the long haul. That is as long as There has always been and always benefit of both the classes and the the case. With the masses crowding they can metamorphose and upscale will be a stark divide between the masses. While it creates employment e-commerce platforms, the classes their offerings to fan the ego of the classes and the masses, the privileged and sustenance for the masses, it are once again uncomfortable with classes. n and those on the fringe, the rulers helps the classes lead the lives of brushing shoulders and shopping (The author is head, brand strategy, and the ruled... despite all noble Nawabs and Maharajas. The scale with them. Who shops for what Cheil India) intentions, market forces with a may be different, but the mindset doesn’t matter; the very fact that [email protected]

` 1,800 (+ tax@12%) 25 %

` 3,120 (+ tax@12%) 35 % *Prices indicated above are exclusive of applicable taxes (@12%)

GST Number B 3, Ground Floor, Sector 4, Noida -201301 Uttar Pradesh.

24 afaqs! Reporter, January 1-15, 2 0 1 8 e MG MOTOR Ready for its Maiden Drive MG Motor has released its debut ad campaign for the India market. afaqs! Reporter spoke to Pallavi Singh, head of marketing, MG Motor India, about the effort. By Suraj Ramnath

ritish car maker, MG (Morris Garages) Motor, Ba fully-owned subsidiary of Shanghai-based SAIC Motor Corp, has recently launched its first digital film ‘Come and explore MG with us’ for Indian audiences. The ad has been conceptualised by Happy mcgarrybowen. The brand plans to launch its cars in the Indian market by 2019. deep dive into our media mix. Print process and execution capability. Although the digital film is visible and TV continue to grow in India Happy mcgarrybowen was able to on MG Motor India’s YouTube and shall definitely be a part of our meet all our expectations as they are page, viewers will notice that there is way-forward strategy”, Singh adds. a hybrid agency.” not a single shot in the ad that makes It hasn’t been long since Singh She adds, “For the automotive it look like it’s for the Indian market. worked with Harley Davidson India category, where about 90 per cent of It is very slick and cool, but it looks as director, marketing (till July 2017), the consumers do online research, it markedly international. Was this a so afaqs! Reporter asked her about the is important for the agency partner strategic decision? marketing challenges in MG Motor to not just be conversant with the Pallavi Singh, head of marketing, and how they are different from the online world but also live it. We are MG Motor India, says, “MG is an challenges at HD. She says, “The great glad we found the right partner in international brand at the end of the opportunity and challenge with MG Happy mcgarrybowen. The team has day. Of course, when it comes to is that the brand is a blank canvas. We been helpful in envisioning ideas and pillars like communication, products are building everything from scratch executing them hands-on.” and services we are going to bring and consumers do not have pre- Adding about what the brand a differentiated and unique brand conceived notions about MG. There is expects from the agency in the experience to India, crafted for India a lot of legacy that can be channelised future, Singh says, “Going forward, we expect the agency to help build “The great The brand plans to launch its cars in strong engagement with consumers, opportunity and irrespective of the medium. MG is the Indian market by 2019. an iconic brand and it is important challenge with MG and Indian audiences; but at the core, while showcasing the future-forward for us as a team, to translate its values we remain an iconic British brand brand that MG currently is. Once our for the Indian market.” is that the brand is a which has a 93-year legacy along with product is launched, the actual cost Singh had been with Harley blank canvas.” futuristic innovations, in the present of ownership, dealership experience, Davidson right from the time it scenario. To add, even the audience price competitiveness and product launched in India and then joined PALLAVI SINGH in India is increasingly more global value will deliver the promise MG Motor in August 2017 and is - be it their outlook, how they dress, on-ground.” building the brand. afaqs! Reporter Iyer, CEO and co-founder, Happy what they consume (Netflix), the A point to be noted here is that asked her if she sees herself as a mcgarrybowen, says, “It’s a video destinations they are travelling to - Harley Davidson is a known brand, ‘brand launch specialist’ when it created to launch the digital handles and to connect with them, we need but Indians may not be familiar with comes to international companies of the MG brand in India. It’s a to speak their language.” MG Motor. foraying into India. first-look, of sorts, for MG, an iconic The brand’s communication for While looking for a creative Singh says, “Behind every brand, British brand with a rich heritage. the year 2018/19 would mostly be agency, MG Motor had called for a product and communication, there As an automobile brand, MG has led by digital/social channels which multi-agency pitch. Talking about are a lot of people at work. Brands are delivered many firsts to the world. would further be led by high focus getting Happy mcgarrybowen on not built in a day or by one person. It has also been a much-loved muse on video content. MG Motor’s board, Singh says, “When MG was Yes, as the Marketing Head for MG for the fashion industry thanks to approach is targeted at creating on the lookout for a creative agency, Motor India, it is very exciting to get its design sensibility. We wanted to emotive stories in the initial brand more than big brands, we were to work with a team and partners who capture this aura and create a sense building and awareness phase. “As looking for a partner that would are as passionate and enthusiastic as I of excitement for the many things to we near towards the launch of our understand the great heritage of the am.” come from the house of MG.” n product in 2019, we would have a brand and have great creative thought Talking about the ad, Kartik [email protected]

afaqs! Reporter, January 1-15, 2 0 1 8 25 e GOAFEST 2018 << continued from page 14 The ABBYs are Back! Is There The 13th edition of the festival will be held from April 5 to 7, 2018 in Goa. By News Bureau Over-exposure? around the celebrity and not the celebrity around the brand,” he says. Questions Iyer thinks need to be asked are: Do you need acceptance? Is it a mass product? “In Surf Excel,” he reminds, “we have mothers, children and fathers because we don’t need to push the basic thought of ‘Daag Achche Hain’ further.” Ad world veteran MG (Ambi) Parameswaran, founder at Brand- Building.com says, “There is a new dimension to celebrity endorsements today which is that the celebrities themselves are media. And often, brands miss out on this potential - of the millions of followers celebrities have on social media. Smarter celebs, on the other hand, want brands to enhance their social media profile and following. Brands will have to learn new tricks on how to leverage celeb endorsements and it may not just be a TVC.” The men behind Goafest 2018 Parameswaran, along with SPJIMR’s Ashita Aggarwal (as reported in a Business Standard dvertising Agencies dynamic. He played a decisive article), recently conducted an endorsement- Association of India role in ensuring that Goafest related study which, among other things, A(AAAI) and The 2017 was a grand affair that interestingly suggests that ‘celebrities are Advertising Club, the organisers saw many pioneering initiatives. mostly used by low-involvement product of the Goafest, have announced Goafest 2017 under his aegis categories, but in India, durables, mainly the dates for the 13th edition is sure so see many more smartphones, have broken that rule’. It of the event. The festival will interesting and groundbreaking suggests that there is an aspirational value be held from April 5 to 7, 2018 initiatives that will further up attached to ownership in this still-evolving in Goa. the bar on engagement.” segment and that Indian consumers probably The event will be helmed by It is for the 11th year that view smartphones as low-involvement as the Ashish Bhasin, chairman and AAAI and The Advertising replacement time is just a few months. CEO South Asia - Dentsu Aegis Network and Club will come together to deliver the Abby Prabhakar Mundkur, chief mentor at HGS vice president of AAAI, who has been elected Awards, India’s premier awards in the field of Interactive, feels the celebrity endorsement as the chairman of Goafest 2018. Ajay Kakar, advertising that celebrate the ad world’s creativity. space has changed over the last three years. CMO - Aditya Birla Capital and vice president Speaking about the focus of the 2018 “For one, the Consumer Protection Act of The Advertising Club has been elected as edition of Goafest, Sakhuja says, “Goafest is a has made celebrities more accountable for chairman of the Awards Governing Council for landmark event that is marked in every brand the products they endorse. ASCI (the self- the ABBY’s 2018. and media professional’s calendar. The festival regulatory body of the ad industry) have also The Awards Governing Council members is the definitive platform for industry to engage, issued celebrity guidelines for advertisers. include Vikram Sakhuja - president, The network and celebrate the pioneering creative Celebrities have become choosier about their Advertising Club and Group CEO - Madison work done through the year. At Goafest 2018 personal brand and what products might Media & OOH - Madison we will continue to up or might not go with their own image,” he World, Nakul Chopra the ante on lifting the points out. - president AAAI and The event will be helmed standard of creative Agreeing that social media has changed senior advisor, Publicis by Dentsu’s Ashish Bhasin, brilliance.” access to stars and celebrities, Mundkur adds, Communications, Ashish Bhasin says, “The recent Forbes Celebrity 100 in the Bhasin - Chairman and who has been elected the “Goafest has been at the Middle East, used social media as a key CEO South Asia Dentsu Chairman this year. center of celebrating measure for their rankings which I thought Aegis Network - Aegis transformational brand was a better measure of their popularity. In Group, MG Parameswaran - founder, Brand- stories and fostering the media and entertainment India, the same study was still based on the Building.com, Punitha Arumugam - entrepreneur industry’s growth agenda... Goafest, 2018 is sure earnings and a fame rank. Earnings I think, and digital evangelist, Ramesh Narayan - founder to provide learning enrichment and facilitate is a less sophisticated predictor of a star’s - Canco Advertising, Partha Sinha - vice chairman synergies, thereby providing significant value to success or following. A part of the market and managing director, McCann Worldgroup, all festival goers.” is, of course, moving to those described as Shashi Sinha - CEO, IPG Mediabrands India and Kakar adds, “...This year we intend to bring ‘YouTube stars’ who command their own Nagesh Alai - founder, Independent Business about exciting changes that will remind people following. Having said that, India’s obsession Advisory. why they have always loved the ABBYs. And also with celebrities and Bollywood is both unique Commenting on Bhasin’s appointment, remind them why the ABBYs have always been and culturally intrusive compared to the rest Chopra says in a press statement, “Ashish is an regarded and recognised as the gold standard in of the world.” n industry veteran with in-depth understanding creativity.” n [email protected] of the global media and entertainment industry [email protected]

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

GUEST ARTICLE What 2018 holds for ad-land Will brand safety and transparency continue to dominate the conversation? By Vijay Kunduri

t has certainly been an interesting on trusted sites, delivers the best to allow far greater transparency BRAVE BRANDS WOW FANS 12 months in ad-land. Brand performance. 2018 will see more along the advertising supply chain, Brave and bold marketers will Isafety and transparency have and more marketers coming to ensuring all parties have visibility on wow fans with unconventional, agile dominated the conversation; the same conclusion and utilising whether an ad has been seen, who it campaigns and messages attached marketers’ imaginations have been this powerful weapon, rather than was seen by and what actions were to the year’s upcoming sporting fired up by new smart devices, chasing scale and reach no matter taken. tentpoles like the World Cup and while the importance of quality the cost. With this opportunity up for Winter Olympics. and ground-breaking creative grabs, the ad industry is already Growing concerns around the was highlighted by some truly THE BATTLE AGAINST seeing an influx of blockchain-based FIFA World Cup in Russia will spectacular campaigns. BRAND BYPASS BEGINS exchanges and a number of industry mean big brands will be unlikely to But what does 2018 hold for the As smart devices, focused on bodies creating working groups. We sponsor major sporting events in ad industry? auto-replenishment, increasingly also expect to see a number of high- 2018, leaving the field wide open for Well, ready to usher in the New make purchasing decisions for us, profile mergers and acquisitions challengers and hijackers to follow Year, I’ve been gazing into my advertisers need to act smart and fast take place as the dust settles. the example set by Nike, which crystal ball to predict the trends and to find new ways to keep their brand However, if blockchain exchanges has been tagging onto major sports developments that will shape the ad on the tip of consumers’ tongues are going to pave the way towards a events for 20 plus years. industry over the next 12 months. and avoid being ‘bypassed’. fraud-less ecosystem, speed will be Instead of expensive sponsorship In a world powered by voice a big factor. Currently, blockchain- packages, brands will leverage CONTEXT IS KING search, when a customer tells enabled exchanges can only handle audience data and programmatic With the latest round of brand their device “Add shampoo to approximately 20 transactions per video distribution to reach engaged safety concerns rocking the my shopping list” without any second, which is far slower than audiences at scale across premium industry, the need for a diverse mention of a brand, algorithms real-time bidding. sports media. Non-sponsors and digital video strategy that includes will determine which products are hijackers will have to be careful contextually relevant professionally ordered, regardless of customer AUGMENTED REALITY though, ensuring they produce generated content, has been thrown loyalty or preference. BECOMES SALES REALITY campaigns that are authentic to the into sharper relief. So, in 2018, we expect to see In 2018, brands will rush, en brand and the narrative of the event Professionally generated, brands doubling down on emotional masse, to create AR apps that let in order to avoid being snubbed by contextually relevant content offers brand-building campaigns across consumers engage with virtual passionate fans. advertisers a lot of advantages. For traditional channels and we’ll even versions of their products - from a start, ads appearing in context see the resurgence of jingles and testing whether a product might fit VIRTUAL REALITY CAP- lead to higher rates of engagement. TURES ACTUAL ADSPEND Recent research by Unruly found In 2018, as more affordable VR that video ads placed on thematically In 2018, we expect to see brands doubling down devices drive higher adoption rates, similar sites delivered improved on emotional brand-building campaigns. new disruptive platforms will battle engagement rates of up to 13 per for an increasing pool of ad dollars cent (vs. non-thematically similar audio logos, given that companies in their home and then immediately reallocated from other media. sites) while consumer research that use musical branding are 96 per purchasing it, to virtual cosmetics We’ve already seen the growth of company, Neuro-Insight, found cent more likely to be remembered and fashion apps that allow start-ups in this space and 2018 will that premium sites offered levels of (source: Leicester University). customers to ‘try before they buy’. see a number of agile tech companies engagement 16 per cent higher than Additionally, in 2018, we’ll see Developments in mobile AR tech plant flags in the ground as advertisers social media platforms (MediaPost). more and more advertisers using will allow brands to quickly adopt rush to reach engaged users. A study conducted earlier this voice-specific marketing strategies new techniques. This enables brands In order to monetise this growing year by Nielsen also highlighted that provide consumers with useful that previously used aspirational audience, brands will continue to the importance of context. Their tips. For example, laundry detergent advertising to bring their customers experiment with experience-led findings indicated that context brand, Tide, has built an Alexa-skill inside stores and showrooms to now content, producing games and 360 has a meaningful impact on a that talks you through removing provide an easy way to immediately films where the viewer is at the brand’s campaign performance, stains. visualise what that one big purchase, heart of the action. All this while in some cases positively shifting such as a new car, might look like. ad-tech companies simultaneously brand metrics by up to 50 per cent BLOCKCHAIN BEGINS TO AR - a market expected to reach develop supply-side platforms that (Nielsen). BLOCK AD FRAUD $61.3 billion by 2023 (source: inject ads into virtual spaces and serve This by no means detracts from Blockchain appears ready to Research & Markets) - will also video ads in dynamic and innovative the importance of audience targeting, revolutionise the fight against ad unlock a new treasure trove of data ways. n which remains paramount, but fraud in 2018. for advertisers, allowing brands to (The author is commercial director, there is a growing body of evidence The central tenet of blockchain test and create ‘concept products and ASEAN and India, Unruly, a video ad that suggests combining audience technology - decentralised ledgers gauge interest from real consumers tech company) targeting with contextual relevance and data storage - has the potential engaging with virtual items. [email protected]

afaqs! Reporter, January 1-15, 2 0 1 8 27 oee New campaigns across television, print, out-of-home and digital media. VIDEOS

Rag rag mein Daude city THE MOST AUDACIOUS AD OF THE MONTH be heard

SOCIETY TEA FOSSIL RADIO CITY KEROVIT Tea brand, Society Tea has come up with The brand has launched its first ad Radio City 91.1FM has launched the second Kajaria’s bathroom decor and fitting brand, a new ad film titled, ‘For The Tea Society campaign with four new videos featuring phase of the campaign ‘Rag Rag Mein Daude Kerovit has released its first ad campaign, Called India’ which celebrates tea as a actors Varun Dhawan and Shruti Haasan. City’ with a new video titled, ‘Taxi Driver. featuring brand ambassador Anushka Sharma. national leveller. The ads have no dialogues. Creative Agency: Scarecrow Creative Agency: Crayons Advertising Creative Agency: Black Swan Life Creative Agency: Mullen Lintas Communications

FASTRACK GREENPLY PLYWOOD VIJAY SALES GODREJ EON Titan’s fashion accessory brand, In its new ad, Greenply Plywood Vijay Sales, an offline retail chain, A new spot for Godrej Eon Front Load Fastrack has released a new ad film communicates the significance of ‘ply’ in recently released an ad series (a set Washing Machine has been released. which is titled, ‘Shut the Fake Up’. The a humorous manner. The ad follows the of three TVCs) to take on the sales The ad portrays school children who are video makes references to the dating interaction of a newlywed couple. challenge in the era of online shopping. making music with sneezes! app, Tinder. Creative Agency: Ogilvy & Mather Creative Agency: Network Advertising Creative Agency: Creativeland Asia

COCA-COLA THUMS UP GOOGLE MAPS AMAZON The beverage brand’s campaign titled, Coca Cola India’s beverage brand, Thums The ad urges viewers to ‘Look Before You Amazon’s new ad titled, ‘Join the Sab ‘This Diwali, Celebrate Sibling Love with Up has launched its first spot for Thums Leave’ by utilising the services of Google Amazon Waale’ takes viewers to a Coca-Cola,’ depicts an endearing story of Up Charged. The ad features brand maps in order to avoid unnecessary delays discussion between a father and his brother-sister bonding. ambassador Ranveer Singh. caused by road traffic. daughter wherein the daughter educates her Creative Agency: McCann Worldgroup Creative Agency: Leo Burnett Creative agency: Lowe Lintas father about online shopping on Amazon. PRINT TOYOTA AUTISM MOTOR FORUM Toyota Motor’s The print ad print ad is titled, released by the ‘Want to make it Autism Forum, to Christmas?’ Switzerland has The ad makes a been crafted by the AMUL case for road safety Amul’s new print ad titled, ‘Kohli sajaake rakhna, agency, Ruf Lanz. The ad brings to table the on the occasion of mehndi lagaake rakhna’ celebrates the ‘Virushka’ frightening impact of social contact for people Christmas. wedding in its unique quirky style. battling autism.

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

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

Post: Digital Marketing Executive Post: Client Servicing / Account Post: Sr. Visualizer (Male Location: New Delhi Company: Coconut Media Box LLP Executive preferably) Email: [email protected] Profile: Planning content to support Company: Quotient Company: Centum Advertising & ...... projects and campaign; including Communications Pvt Ltd Marketing Pvt Ltd writing copies for Newsletter Profile: Sales driven strategising, Profile: Thorough knowledge of Post: Group Head - Copy (B2B) and email communication, email day-to-day interaction with clients, website designing, commence Company: IdeateLabs communication and marketing understanding briefs and executing websites, social media creatives and Profile: Research, understand, collaterals. Ownership of digital and them in the most creative, yet some part of print, etc. create, review and edit/enhance a social media outlet. solutions-oriented manner Exp: 2 to 3 years vast array of product information Exp: 2 to 4 years possible. Location: New Delhi for web content in a brief, Location: Mumbai Location: Mumbai Email: [email protected] informative style; responsible for Email: [email protected] Email: [email protected] ...... writing emailers, (static, animation, ...... video) user manuals, instructional Post: Sr. Visualiser and demo copy, reference materials, Post: Senior Visualisers / Visualisers Post: Art Director / Sr. Visualizer Company: Thin-i Branding blog posts, case studies, white Company: MX Advertising Pvt Ltd Company: Ray Adcomm Pvt Ltd Solutions papers and brochures. Profile: Research, understand, Profile: Meeting with the account Profile: “Design is not just what it Exp: 5 to 8 years create, review and edit/enhance a management team to discuss the looks and feels like, design is how it Location: Mumbai vast array of product information client’s requirements; gaining works.” - Steve Jobs. Email: [email protected] for web content in a brief, an understanding of the target If you go by this motto, we are ...... informative style; be responsible for audience and business that looking for you. We are looking writing emailers, (static, animation, the advert is aimed at; will be for Sr. Visualizers, who find god Post: Sr. Business Executive video) user manuals, instructional executing ideas into all forms of in the details, who think concepts Company: Classic Advertising and demo copy, reference materials, visual communication media; through, who evolve their design. Group blog posts, case studies, white handling a team which will consist Exp: 3 to 5 years Profile: Develop business papers and brochures. of graphic designer, visualiser and Location: Mumbai independently for Newspaper ads, Exp: 5 to 8 years copywriter. Email: [email protected], Printing job, Corporate Film Location: Mumbai Exp: 5 to 8 years [email protected] Exhibitions, etc. Email: [email protected] Location: Mumbai ...... Exp: 2 to 3 years ...... Email: [email protected] Location: Delhi ...... Post: Account Managers Email: [email protected] Post: Social Media Executive Company: Purple Spinach Company: Chrisaldo Goldiloy Post: Business Development Communications Profile: The applicant must have a Manager Profile: Account Managers - brief understanding of Facebook, Company: Adworth Media Pvt Ltd S/he should be well informed on Instagram and Twitter ads; know Profile: Qualified marketing what’s happening in the world of how to extract Facebook analytics; professional with a proven track- advertising and marketing; must have an exceptional command over record, working with a creative be proactive to meet the clients EVEN GOOD CAN! English language, and have a social agency of repute; well versed with marketing needs, has to be a good media experience. the strategic planning, aggressive communicator and should be able GET BETTER Exp: 1 to 3 year approach towards winning clients. to handle client presentations; Location: Mumbai Exp: 3 to 5 years imperative to know the agency Email: [email protected] Location: Delhi (Rohini) operations...... Email: [email protected] Exp: 2 to 4 years ...... Location: Mumbai TO ADVERTISE, CONTACT: Post: Graphic Designer / Visualizer Email: [email protected] Shubham Garg Company: Newline Advertising and Post: Business Development ...... Marketing Executive Profile: The ideal candidate, Company: Janrise Advertising Pvt Post: Business Development Aakash Bhatia (West) preferably a graduate from a fine Ltd Executive arts school with specialization in Profile: Your role comes with a Company: Span Communications applied arts, should be good in great deal of responsibility. As a Profile: We are looking for a young Akansha Dixit (North) English and Kannada. S/he should business development executive and ambitious professional with know photoshop, coreldraw, your core responsibility includes good communication skills; must illustrator, indesign and be from an identifying growth needs of the be self-driven and able to reach out Ad agency background. agency. to potential prospects, do rigorous To view other jobs in Marketing, Exp: 4 to 8 years Exp: 3 to 4 years follow-ups, acquire new clients Media and Advertising, log on to: Location: Bangalore Location: Hyderabad (Government and corporate), Email: [email protected] Email: [email protected] prepare proposals. ...... Exp: 2 to 3 years

afaqs! Reporter, January 1-15, 2 0 1 8 29 people

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

MEDIA ADVERTISING

Star India of India, Bangalore. He has also worked FCB Ulka Nine months after Nitin Kukreja’s with DNA where he launched the FCB Ulka has appointed Shalini resignation as Star Sports chief executive broadsheet product in Mumbai and Rao as head of strategic planning officer, Star India has roped in Gautam Bangalore. Kamat has had significant for Horlicks. Rao comes with close Thakar to head the sports business. stints in the early days of digital content to two and a half decades of rich Thakar will join the network as CEO, as the editor of indiatimes.com and marketing experience across some of Star Sports and will report to Sanjay economictimes.com. His early career India’s most iconic FMCG brands, Gupta, managing director Star India. He was shaped at Business Today and at such as (Marico, Gillette, Mars), will commence his new role on January Times of India as the Business Editor. B2B (Tetra Pak) & Service (Taj 15, 2018. Thakar is currently working Hotels). She also lends her expertise with Washington DC based investment News18 Lokmat to Tata Sons in the area of Customer firm Revolution Ventures. He has over Uday Nirgudkar has joined Network18 Centricity. In her last role, she was 20 years of experience across various as group editor, regional (west) for global head of marketing for Taj SHALINI RAO industries. He started his career with Network 18’s Marathi news channel, Hotels, Palaces & Resorts. P&G as brand manager and then moved News18 Lokmat. Previously, Nirgudkar on to eBay India as country manager. was with Zee Media where he was the Social Kinnect After close to a decade of association channel head for Zee24Taas and was Social Kinnect has appointed Gerard with the ecommerce platform Thakar the chief executive officer and editor- Jayaranjan as national creative moved to NextGen Ventures in 2017 as in-chief of DNA, an English newspaper director. Jayaranjan comes with ventures partner. from the same group. Nirgudkar has over 16 years of experience across more than two decades of experience traditional and digital agencies. His HT Media in leadership positions in various most recent stint was with FCB In a recent industries like infrastructure, BPO and Ulka Digital as national creative announcement education and has spent considerable director. His extensive knowledge in made by HT time in media. He has authored Marathi the mainline and digital advertising Media, Vinay bestsellers such as ‘Local-Global CEO’ space accompanied with his strong Kamat has and ‘All about winning elections’. understanding of building brands GERARD JAYARANJAN been appointed makes him a perfect addition to the as the new Times Now organisation. editor for Times Network, the broadcast arm Mint. Kamat of media conglomerate, The Times Dentsu Webchutney will join Mint Group, announced the appointment Dentsu Webchutney, the digital agency from Dentsu Aegis on February of Sujeet Mishra as head of marketing, Network, has recently announced the appointment of Avinash 16, 2018 from VINAY KAMAT Times Now. In his role, Mishra will Joshi as vice president and head of Social Advocacy. He will Khaleej Times, lead the brand’s strategic planning report to Anil Kumar, EVP and head - Delhi NCR, Dentsu Dubai, where he is the editor, and is and communications including new Webchutney. Social Advocacy is aimed at building a network focussed on creating a news product brand initiatives, consumer research of credible advocates for brand - social media influencers, for the growing population of mobile and market development across ATL, employees and even customers. In a career spanning 18 years, content consumers. A postgraduate from BTL and digital platforms. Based out Joshi has worked with Reliance Jio, Cheil, SapientNitro and the the University of Bangalore, Kamat has of Mumbai, Mishra will report to Vivek United Nations. He worked across businesses into Telecom, 30 years of experience across platforms Srivastava, executive vice president, Consumer Electronics, Retail, Auto, FMCG, BFSI, Sports, such as print, magazines, digital and Times Network. Mishra has over 13 Healthcare, Public Policy and Governance. His last stint was at mobile. Prior to Khaleej Times, Kamat years of experience in marketing and Reliance Jio where he was AVP and Head of Social. was the resident editor for The Times brand communications.

MARKETING DIGITAL

Sanofi India Development and master Apple India Pharma company Sanofi franchise of McDonald’s Former AB InBev (Foster’s & India has elevated N. restaurants in West Miller) India and South Asia Rajaram as managing and South India, has marketing head, Arjun Kalra, director. Rajaram joined appointed Sagar Kargutkar has recently moved to Apple the company in January as director, marketing India as Demand Generation 2014 and was appointed and communications. and partner, marketing lead. He as whole time director in Kargutkar joins McDonald’s will be based out of Gurugram. October 2015. Rajaram from The Times of Kalra joins Apple from AB InBev has nearly two decades of India group. In his current where he was head - Core+ experience in the FMCG role at McDonald’s, he Brands (Foster’s & Miller) industry with HUL, and will be responsible for SAGAR KARGUTKAR and Consumer Connections in the telecom industry N. RAJARAM marketing communications (Experiential). Before that, he with Airtel. strategy, digital marketing, product innovation was senior brand manager at and will work closely with the executive KFC India and Area Countries. McDonald’s team to take McDonald’s brand in India to the (Yum Brands). Hardcastle Restaurants, a subsidiary of Westlife next level.

30 afaqs! Reporter, January 1-15, 2 0 1 8 ` 1,800 (+ tax@12%)

` 3,120 (+ tax@12%)

*Prices indicated above are exclusive of applicable taxes (@12%)

GST Number