February 16-29, 2020 Volume 8, Issue 16 `100

19 LAY’S Behind-the-scenes What makes the #SmileDekeDekho campign unique? 23 DABUR Chyawanprash Diaries Here’s what went down between Vir Das & Dabur

INTERVIEW SANDEEP PATIL MANAGING DIRECTOR TRUECALLER TRULY, IN 14 BUSINESS Truecaller is now profitable. An interview with Sandeep Patil, managing director.

EDITORIAL

This fortnight... Volume 8, Issue 16 here’s a scene in the movie Gully Boy, in which Alia Bhatt’s Safeena asks a EDITOR Sreekant Khandekar T friend to look up a number on “true call”. Said friend completes the task in PUBLISHER a matter of seconds and coughs up a name and surname. Turns out, Truecaller did Sreekant Khandekar February 16-29, 2020 Volume 8, Issue 16 `100 not pay for this product demo and landed this ‘earned media’, as advertisers and EXECUTIVE EDITOR 19 LAY’S Ashwini Gangal Behind-the-scenes planners call it, on merit alone. The brand, which was similarly mentioned in a What makes the #SmileDekeDekho campign unique? PRODUCTION EXECUTIVE 23 couple of Telugu movies recently, did subsequently experiment with paid integration DABUR Chyawanprash Diaries Andrias Kisku Here’s what went down between Vir Das & Dabur in Dream Girl, a 2019 feature film helmed by Ayushmann Khurrana. ADVERTISING ENQUIRIES Shubham Garg Although, it’s not the brand’s popularity, but profitability, a recently announced 81301 66777 (M) feat, that prompted us to put its managing director Sandeep Patil on the cover this Noida Apoorv Kulshrestha INTERVIEW fortnight. In a detailed interview, he spoke to us about his users, his advertisers, his SANDEEP PATIL 9873824700 (M) MANAGING DIRECTOR TRUECALLER TRULY, IN competition, revenue streams, and product diversification plans. Noida 14 BUSINESS Nikhil Jhunjhunwala Truecaller is now profitable. An interview with Sandeep Patil, 9833371393 (M) managing director. Of these, it’s the last topic that really tickles me. That’s because, over a year ago, Mumbai I told a colleague, “In less than a decade, everyone will do everything…” At the time Vijayalaxmi Yadav it sounded like I, in moment of intense reflection, was channeling Nostradamus, but 9930547767 (M) Mumbai the prophecy is playing out as we speak, especially in the context of digital products. Zomato serves video content for entertainment, as does ticketing app ixigo. WhatsApp [email protected] MARKETING OFFICE is piloting payments. Xiaomi markets refrigerators. B 3, Ground Floor, Sector 4, Noida-201301 Uttar Pradesh.

Truecaller, an app that lets one identify unknown callers and dodge spam calls, MUMBAI is experimenting with services like instant chat, video calling, digital payments, and 302, Makani Center, 3rd Floor, Off Linking Road, Bandra (W), is also looking to become a discovery platform. Say, you want a plumber to fix a Mumbai-400050. pipe at home – Truecaller wants to be an app you can search for options on. Olx, UrbanClap... are you listening? SUBSCRIPTION ENQUIRIES [email protected] In a world where everyone’s fingers are in all pies, how will brands differentiate? Owned by Banyan Netfaqs Pvt Ltd and Printed and Published by I am just waiting for Instagram to start selling flight tickets, Tinder to launch a taxi Sreekant Khandekar, service and Netflix to give competition to Oyo. at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110063.

Printed at Artz and Printz 208 DSIDC Sheds, Okhla Industrial Area, Phase 1, New Delhi-110020. Ashwini Gangal [email protected] CONTENTS SUNIL KATARIA “Indian consumer is unreasonable” 22 DSP MUTUAL FUND 19 Sunil Kataria - chief executive officer, India and SAARC, What are ‘they’ doing Godrej Consumer Products, here? discusses marketing insights, Elements of Amazon, evolving Indian consumer & Flipkart & Nykaa in a importance of brand purpose. mutual fund ad? 12 06

BOUNCE 21 PEPSI 18 SENSODYNE Bouncing away... Swag Se Solo No more sensitivity... Approaching city commuters The brand’s new anthem No mention of doctor/wincing with a fresh proposition... features Salman Khan. face in brand’s new ad.

afaqs! Reporter, February 16-29, 2 0 2 0 5 ADVERTISING SENSODYNE No More Sensitivity... No white coat doctor or the wincing face in Sensodyne’s new campaign. . . By Ananya Pathak

hat is the first word that in identifying the problem and comes to your mind when recommending the science-based Wsomeone says ‘sensitivity’? Sensodyne. Is it also the first word that springs She shares that the target audience to mind when you see a wincing is people who are needlessly giving face? As I go around asking these up things they enjoy the most...that questions to colleagues, a handful piping hot sambar, the hot cup of tea respond with ‘Sensodyne’. Not on a cold winter evening, that slurpy surprising! I guess more would have ice cold chuski on a hot afternoon. followed had I thrown a trail of “The question is - why give up on words like ‘white coat’, ‘dentists’, something that you enjoy so much? ‘jhanjhanahat’ at them. And why wouldn’t they? Any communication to the problem. The, ‘this could from this GlaxoSmithKline owned be you... so, buy our product’ logic brand has always had these elements works very well. “I was hoping for in common. the leads to grimace the moment And that’s why, a smiling face the rasam, chuski, chai and summer and no recommendation to use the drink hit their teeth/tongue, but brand’s toothpaste or the mouthwash surprisingly, that did not happen! So, by an authorised doctor in the 60 this time, Sensodyne decided to let year old brand’s communication, is the problem be imagined.” sure to amuse many. That is also why He adds, “This could be a the UK headquartered brand’s recent function of data on awareness of campaign caught our attention. teeth sensitivity. If Sensodyne/GSK’s In none of the four, almost- data/research shows that a lot more minute long films can you spot an Indians are aware of this problem ounce of pain or discomfort. The (thanks mainly to the specialist/ consumer in us that automatically dentist approach led by Sensodyne), starts expecting a wincing face tagged Why live a life of compromise? it makes sense to move away from ‘daanto me jhanjhanahat...’ towards Why not take a simple action of hammering the problem (negative) the end of the films, is greeted with using Sensodyne, and living a free, and get into the enjoyment part a ‘Pepsodent wali smile’, unlike all liberated life? Why put it off for some (positive). However, that puts the previous communication by the other time? What are you waiting brand away from the specialist brand. for? Love your food, live your life, approach in communication, and into a mass-market approach like that of Colgate (which uses the same The brand will continue to build awareness template of non-Indian dentist + around tooth sensitivity through the dentist grimacing models in advertising for the sensitive range, but a broader, testimonials which are rooted in identifying the positive tone for the normal problem and recommending the science-based toothpaste range).” “The campaign is Praful Akali, founder and Sensodyne. for those who hold managing director, Medulla Communications, an ad agency that So, what led to this shift in the way you want. Don’t let tooth back from enjoying specialises in the healthcare space, communication? Anurita Chopra, sensitivity hold you back.” feels the shift in communication Area Marketing Lead, Oral Care, The campaign that’s been worked their favourite works. “It is focused on bringing in GSK Consumer Healthcare, tells us, on by Grey India and Wunderman foods & therefore new users to the brand/category or “The campaign - #ForTheLoveOf Thompson will be promoted on increasing the usage of the product is designed to connect with people various digital platforms such as compromise” by using the triggers of much-loved who hold back from enjoying their YouTube, Instagram, Facebook, ANURITA hot and cold beverages. It does a favourite foods, and therefore, Twitter, etc. good job of connecting these foods compromise. It would be great to We turn to industry experts. CHOPRA to the brand,” he says. see them relate to Sensodyne as an Communication consultant He finds it a great attempt at enabler of a richer, more fulfilling Karthik Srinivasan finds the switching tooth sensitivity from a everyday life.” campaign a visual stunner. “I guess within the sensitive category - the medical/dental category to a lifestyle that is intentional, to show how these most common imagery is of someone one. He says the campaign is well- She adds that the brand will popular and familiar food items are grimacing,” he says. crafted. “...brings in the love for each continue to build awareness around created, in such excruciating detail. Sensitive toothpaste is a category beverage and leaves one wanting tooth sensitivity through the dentist This is a far cry from the imagery where brands are forced to show more,” he says. n testimonials which are rooted we usually have about toothpastes the negative to make people relate [email protected]

6 afaqs! Reporter, February 16-29, 2 0 2 0

ADVERTISING HDFC ERGO HEALTH Bad News, Good News In its new campaign, the health insurer tackles the issues of emergency health scares and mentions a big acquisition too. By Shreyas Kulkarni eeping this thought in mind, Haque comments, “The portrayal HDFC ERGO Health has was kind of a reflection of what is Kreleased a new campaign happening in society. These days, titled ‘Bad news – Good news’ that there are journalists of two types - revolves around health emergencies, those who want to take bad news and the thoughts which run through the blow it up and those few who deliver affected person’s mind, and blends good news. The idea of a bad news it in with news of an acquisition as journalist came because the genesis well. of this category (insurance) is bad Executed by Mullen Lintas, the news.” campaign illustrates the lives of He continues, “The good news people affected by health emergencies was one big company acquiring - which is the bad news. It then tells another big company. Thus, the you that HDFC has acquired Apollo idea of the bad news reporter and Munich Health Insurance and is now HDFC ERGO Health which offers you the double benefit of Apollo Munich’s expertise and HDFC’s trust. This is the good news. For the campaign, HDFC ERGO Health roped in Bollywood actor Nawazuddin Siddiqui. The actor essays dual roles - that of a sensation- mongering journalist who thrives off bad news and a calm and factual journalist who believes in good news. The first ad is set in a hospital lift where nursing staff surround a bedridden Mrs Patel. Just as the elevator’s doors are to shut, a journalist, clothed in all black, enters the lift. Holding a mic labelled ‘bad “The aim was to “Apollo had huge equity when it the good news reporter. Later on, news’, the rabble-rouser reports the tell customers that came to health insurance and HDFC when we thought of who fits in bad news - Mrs Patel has kidney enjoys the trust of its people as a performance wise and has a certain stones and to top it, she has to worry they’re getting the brand. The challenge was how not mass appeal, we thought Nawaz about the expensive surgery bill and trust & backup of to negate the existing customers of would sit in well.” the chances of her health insurance Apollo Munich. The aim was to And lastly, on the fact that the claim facing a rejection. Mrs Patel is HDFC” tell these customers that now you’re acquisition was not portrayed as the flustered. also getting the trust and backup of most pivotal and eye-catching aspect Cue for good news journalist AZAZUL HAQUE HDFC.” of the ads, he says, “The entire thing to enter. In his reassuring voice, He adds, “Considering the current was not to make it look and sound he explains the good news - the health insurance expertise of Apollo hospital network. When Sushant Munich and trust of HDFC has suffers an accident on a remote HDFC has acquired Apollo Munich Health combined to form HDFC ERGO road, bad news journalist Nawaz Insurance and is now HDFC ERGO Health Health. comes out of nowhere and begins to When Mrs Patel asks what’s in harp on the fact that Sushant needs which offers the double benefit of Apollo it for her, he answers that it’s a immediate hospitalisation but that Munich’s expertise and HDFC’s trust. company you can trust because it unfortunately, there isn’t a single settles one claim every two minutes cashless hospital nearby. economic scenario in which a person like an acquisition. We were clear on and has, as of now, settled claims Suddenly, good news Nawaz pops is likely to wonder what’s going to this and so was the client - we wanted worth more than Rs 5,000 crore. in. Smiling and poised, he reports happen to his insurance company, to play up the benefits more.” While bad news journalist Nawaz that due to the newly formed HDFC we wanted to tell him that you will While the acquisition is a major looks disgruntled upon hearing ERGO Health, there are 10,000+ now enjoy the expertise of Apollo move in the general insurance this, Mrs Patel is elated. Good news hospitals across 650 cities including Munich and the trust that HDFC industry, HDFC ERGO Health journalist Nawaz looks at us and the one where Sushant is in right lends. That was the good news the wanted to ensure their present and states, “India is now feeling better”. now. Bad news Nawaz isn’t too campaign tried to communicate and prospective customers do not panic While the first ad speaks about pleased. it should not just look like HDFC but instead see the double benefits the fear of expensive surgery bills We spoke to Azazul Haque, has acquired Apollo Munich.” they stand to receive - Apollo and claim settlement anxiety, HDFC Chief creative officer, Mullen Lintas About the choice of Nawazuddin Munich’s expertise and HDFC’s ERGO Health’s second ad talks on the marketing challenges they Siddiqui to portray the role of ‘bad trust.n about the need of a vast cashless faced after the acquisition. He says, news’ and ‘good news’ journalist, [email protected]

8 afaqs! Reporter, February 16-29, 2 0 2 0

BRANDS AND SPORTS MARKETING Case Study on MG Hector Becoming the Segment Leader As a result of the association, MG received over 20,000 bookings during the IPL phase. By Karan Ghosh

was going through a slump and sales the brand saw an astonishing spike had to battle the slim chances. after the IPL. This indicated that As per BARC data, by April, MG MG’s marketing campaign was now sanctioned all ad-spend towards bearing the sweet fruit of success. sports (IPL), taking encouragement from the response that sports OUTCOME: viewership brought them in This was a big win for MG previous months. Now with 100% because it was able to attract focus on sports, MG went all-out customers even during a time with its advertisements during the when the automotive market IPL and received a significant boost was undergoing a low slide. MG through this exercise. This was received 20,000 bookings during relatively more difficult as a new the IPL phase and as per Google entrant in the market, but MG’s ad search analytics, was trending on campaigns resonated with the Indian no. 4 after IPL. This led to a huge audience and hit the right chord. up-slide in demand and MG had

BACKGROUND: MG PARTNERS WITH IPL: 9X JUMP IN GOOGLE SEARCH TREND MG is a British automotive marque, and M.G. Car Company

Limited was the British sports 01/02/19 22/02/19 30/03/19 - 11/05/19 12/05/2019 car manufacturer that made Starts the marque famous. As a new Advertising on IPL Highest search advertising on entrant in India, there was a lot of NIL begins volume News and on IPL Finale anticipation about MG’s advent in IND/AUS series India. However, around the time when MG launched its first four- wheeler HECTOR the market was experiencing an unprecedented 20 100 slump. Auto sales had been 0 20-60 stagnant for 9 months and showed a precipitous decline for 4 months leading up to July ’19. Despite all odds, Hector was launched in Google Popularity Score high growth, high competitiveness segment. MG’s obvious choice for sporting association was cricket the IND/AUS series, MG Motors BRIEF: to halt the booking procedure in based on the massive viewership and seemed to be more convinced about Unlike advertising in the Indian order to meet the present demand fan-following of the sport in India. investing all their resources on automotive sector, the ad for Hector of the market, going on a 7-8 Cricket as the preferred advertising featured Benedict Cumberbatch months waitlist. SUMMARY: medium for the crucial Hector and was seen drifting away from the MG had broken the trend of the MG deemed the Indian cricket launch. conventional ‘macho’ representation auto mobile industry as a newest viewership as the most befitting of automobiles in India. player in the market. Sidelining sports association for helping them OBJECTIVE: Highlighting the sensitivity and other relatively successfully achieve the target of acquiring a The campaigning for the launch ease of simple living, MG Hector’s competitors that were dominating respectable market in India. This of Hector began in February, ads were welcomed by the Indian the market before its launch, in the trial was prefaced with the IND/ ’19. This was around the time audiences with arms wide open and second quarter of the fiscal year AUS series where MG kicked of the IND/AUS series and people began booking the Hector 2019 MG not only overshadowed off the TV and digital advertising MG was aiming to leverage the soon after its ad hit the market. its competition but also established about Hector. Ad campaigns were benefit of cricket viewership for itself in the Indian market for good. furthered in the following IPL, in promotions. Although there were OBSERVATION: March 2019. other channels through which MG IPL solidified MG’s beliefs in the RESULT: The success at IPL fortified MG’s pushed advertisements but TV ads power of sports advertising and As of today, Hector is doing great objective of establishing itself in comprised of a major chunk of their claimed its dominance in the sector. business and people have found a India. After observing the immediate promotions. This was a major risk The audience’s awareness with new automotive favorite in terms of impact of its ad campaigns around to take as the automotive market respect to the image parameters of accessibility and ease. n

10 afaqs! Reporter, February 16-29, 2 0 2 0

INTERVIEW

SUNIL KATARIA “Indian Consumer is Unreasonable” oodknight has announced the release want you to talk solely from an advertising authentic about it. There are a lot of campaigns of a new model of liquid vapourisers perspective. These campaigns are important, that brands execute with purpose being the Gtitled ‘Goodknight Gold Flash’, specially but they don’t play the same roles that they used core… The thing is, purpose is not a campaign designed to kill mosquitoes hidden in corners of to. The ROI of these campaigns has definitely idea. Purpose is what you do for the society homes. Present at the launch of this new product come down. If you’re only on one channel, beyond brand building. was Sunil Kataria - chief executive officer, there’s no way to create consumer awareness India and SAARC, Godrej Consumer Products. since consumers have no other way to access Can you tell us how the housewife today is Kataria has worked at Godrej for nearly a decade information about your brand. The role of a different from the housewife of yesteryear? and overall, has almost two decades of collective mass media campaign is about building salience, The biggest change is that she’s much more work experience in the field of marketing. Some at best. The role of getting into the consideration connected. To my mind, today’s housewife is of the companies he has worked at include set of a consumer, and hence induce trial – this an entirely different consumer since she’s got Marico and Idea Cellular. In addition to being has shifted a lot to other pivots. access to so many more avenues of information a marketer, Kataria is also an active member of now. She can have access to information not just the Indian Society of Advertisers (ISA) and was Do brands necessarily need to adopt a about Indian products, but also about popular re-elected chairman in September 2019. higher purpose in terms of advertising products that belong to different parts of the Edited excerpts. messages? world. The purpose piece is an important one for Differences continue to exist between small Can you tell us how consumer expectations brands but unfortunately right now, it has towns and big towns but this information have evolved in the last decade or so? turned into a fad. I think a brand needs to have gap is closing. The needs of a small-town Indian consumers these days have become a purpose because it makes a lot of difference consumer are no different from the needs quite unreasonable. They want everything at to consumer engagement. A brand should of a big city consumer. Affordability, access, a discounted/reasonable price. They want a have a purpose only if they’re going to be aspirations… these three things are rapidly product of the best quality with differentiated changing. benefits. They want it to be accessible and easy The other biggest difference is a consumer’s to reach as well – they expect the convenience of willingness to experiment. This has given birth delivery at their homes thanks to e-commerce. to a lot of online challenger brands who are They also want guarantee of service and of making meaningful contributions in terms of service quality after the product purchase. products. The consumers also expect discounts because often we see deep discounting on e-commerce What are some of the challenges associated platforms. The Indian consumer is a bargain with category and habit creation among hunter – the difference now is that not only consumers? does he want a bargain, he also wants value and When ideating, you need to think a few steps convenience along with it. ahead of the consumer. You can’t go to the consumers and ask them what they want – The way customers see a brand’s value if that’s the case, the iPhone would never proposition has changed. How does it affect have been invented. Category creation requires a deeper understanding of the sector that you’re operating in. It needs an understanding of the “Indian consumer not overall needs of the consumers, only then can you think about only wants a bargain, offering a solution which is best but also wants value and suited convenience along with it.” Tell us about the tools you use to measure consumer SUNIL KATARIA data. How do you act on the insights gathered? There are standard tools a consumer-facing brand like Godrej? that most companies have One of the things consumers look for in and we also use those. Most a brand is authenticity. They listen closely to common is Nielsen, but most what others are saying about the brand. Earlier, of the new pieces we’ve created if a brand put out an ad campaign, they would are from a Black Box that we’ve set just believe it, but now there are other ways up. It’s our social listening tool where we in which they can verify the claims. In fact, monitor what consumers are saying about I’d rather rely on advertising less and pay more our brand on social media channels. attention to what people who use my brand And when the need arises, we use it to are saying about the products. Hence, being produce short content pieces that we authentic is very important. share on our social channels.n The second thing is that consumers don’t [email protected]

12 afaqs! Reporter, February 16-29, 2 0 2 0

TRULY, IN BUSINESS Truecaller is now profit- able. An interview with Sandeep Patil, managing director. By Abid Hussain Barlaskar

INTERVIEW SANDEEP PATIL TRUECALLER

ruecaller is solving a key problem for 150 million Indian smartphone users by helping them identify unknown callers. The caller id app alerts users with a notification and also identifies and blocks spam calls and Tmessages. It was created under Swedish company True Software Scandinavia in 2009 when founders Nami Zarringhalam and Alan Mamedi - both digital entrepreneurs in their mid 30s - tried to solve the ‘spam’ problem for themselves. Few days ago the company announced that it turned profitable, a rare feat for a digital startup. The app entered India in 2013 as a caller id service and has since diversified into services like instant chat and digital payments. The platform now boasts 200 million monthly active users globally, of which 150 million are in India. Listed among the ‘most downloaded apps’, Truecaller has been downloaded over 500 million times. Close to 90-95 per cent of users are on Android phones. Truecaller’s global database of phone numbers exceeds six billion. The Stockholm headquartered company has has an India-focused growth plan. Products and services are developed for India first and are later scaled to other geographies. The platform is run by 220 employees (100 in Stockholm and 120 in India). The company’s India hub is Bangalore, with smaller offices in Gurgaon and Mumbai. Truecaller has made a couple of key acquisitions in

14 afaqs! Reporter, February 16-29, 2 0 2 0 COVERSTORY

MEMBER

SPAM`

India - Chillr (payments company) in 2017 and MessAI ‘one million paid users’ mark globally, last October, and ongoing issue. He dismisses the allegations as rumours and (analytics) in 2019. The app also offers HD VOIP calling, has grown by 20-30 per cent since. It is largely being used denies any data leak on part of the company. “It becomes flash messaging, instant messaging (IM), payment services a free service for now. very lucrative to brand any data as Truecaller data on the (UPI), phone dialler, contacts/SMS backup and restore On the B2B front, work on ‘Truecaller for Business’ dark web since it’s a well known brand. We don’t find the services. Teams at Truecaller are also busy devising ways to is underway; around 20 million SMEs (small and data to be even related to us,” he says. connect money lenders to borrowers as a new service. medium enterprises) which are already on Truecaller will The Bengaluru-based executive spoke to afaqs!Reporter While Truecaller remains the undisputed leader in be registered as SMBs (small and medium businesses) on about the past, present and future of the !platform. He the caller id category with little competition, it’s on a the platform enabling better discovery. It will enable users joined Truecaller last May, from Flipkart, where, over collision course with apps like WhatsApp (400 MAUs in to search for services like plumbers, carpenters, etc., on four years, he helmed several fronts including the home India), Paytm (140 million MAUs in India) and Olx Truecaller. and furniture business unit, the fintech business as head (50 million MAUs in India) in the chat, payments and Next is priority-based business calls. Caller/spam id of corporate strategy, and, most recently, consumer and discovery segments, respectively. is supposed to filter calls from businesses as it’s mostly commercial lending. In the past, Patil has global stints with Roughly 70 per cent of Trucaller’s global business comes their kind that tend to spam people. With the new service, organisations like McKinsey and Capital One Bank. from India. About 20 per cent of Truecaller’s users are in West Asia and Africa, which is the company’s next big market. The team is also looking at South East Asia. Latin America is relatively small and has not been a big focus and might pick up in the second half of this year or the next “Historically, we have advertised very year. Truecaller has steered clear of China for now based on “specfic observations” and is concentrating on India. little. We have spent zero dollars on For Truecaller, user acquisition is driven by spam protection. Reports suggest spam warning in India spiked marketing. We don’t buy users, we don’t by 15-20 per cent in 2019 which also led to a 25-30 per cent increase in the brand’s user base in the same buy transactions even for payments and year. Truecaller identified 116 billion spam calls between financial services.” January 2019 and October 2019 globally. Close to thirty billion spam calls and 8.5 billion spam SMS were blocked in 2019 in India. Around 70-80 per cent of Trucaller’s revenues come from ads on the platform. Formats include all the standard banner ad formats of mobile advertising. Inventory is sold directly to advertisers as well as through media agencies. businesses will be able to highlight high-priority calls, Edited excerpts. The platform also offers brand solutions basis specific for example, e-commerce delivery calls or calls from say, requirements like targeting based on social demographics, a bank, about a delayed credit card payment. Though What began as a caller and spam id detection etc. It is also planning to introduce video advertising in this technically placed by companies/businesses, these are the service now offers instant chat, payments quarter. kind of calls users might actually want to answer. These and video calling features - what led to this The rest of the revenue comes from premium/gold business calls will also be put through the same algorithms diversification? Typically, digital platforms memberships and financial services. A premium membership that identify spam calls, to avoid misuse. with a high user base diversify into video is priced at Rs 37 per month (if paid yearly) or Rs 49 per Truecaller has been recovering from allegations of content. But you chose the ‘services’ route... month (if paid on a monthly basis). A paid account is breaching user data. It is banking on its strong Swedish Our intuition - that we later validated through ad-free, supports incognito mode, has better blocking, users credentials and the background of strict European data and research - is that the next set of specific problems and can send more contact requests and also get a premium privacy regulations to convince current and potential users needs were in the area of messaging and calling. We’re badge. The gold membership (priced at Rs 5,000 per year) about its credibility. announcing more launches in these areas - a bunch of includes a gold themed profile, high priority support along As per Sandeep Patil, managing director, Truecaller, them came out last year; some will come out this year. with all the premium features. The platform reached the whom we interviewed in detail this fortnight, this is an The next need, especially in India, is around

afaqs! Reporter, February 16-29, 2 0 2 0 15 COVERSTORY financial services. Crediting is players to compete with significantly under-penetrated. The there. But to be honest, plan now is to connect lenders with they are not competitors. borrowers through our platform. “The way we think They are partners; to Subsequently, we will get into other build our proposition, aspects of financial services. about competition we will need their help. While we are open to new ideas, This will, in turn, help we want to be true to our roots. itself has changed, them meet their profit Everything we offer - advertising, and reach objectives. chat, financial services, etc. - has been with technology built around our core. coming in. Players Content and video- led players want Profile Truecaller’s user pool – are becoming users to spend more what are your monthly active time on their apps, users like and what are they using more versatile as that helps them exactly? get more advertisers. Our users are quite representative about being able to But for a utility app, of the smartphone users in the country. screen time is limited, One in four active smartphone users opt in and out of understandably – is a Truecaller user. but you also need Usage of the caller and spam id digital services.” advertisers... service is the highest and is what Screentime is a contributes to our overall monthly relevant metric for active user base. But penetration content apps that actively of our other services is increasing. ad heavy and exposed our users to a try to hold user attention, because Messaging has significant share and A large share of your revenue lot more ads, but don’t do it, in the if they don’t, users will just migrate we are now the default dialler on a comes from ads on your platform. interest of our users. elsewhere. For us, that’s not the case lot of smartphones. Payments and How does it work? Who are these as we are an ‘essential’ app. We don’t banking are catching up and will take advertisers? While you lead in the caller actually need a lot of user attention in some time. The future of usage and There are two aspects to our appeal id segment, you compete terms of time spent. revenue will be a combination of as a publishing platform. against established players like What I need is a lot of mindshare advertising, subscription and financial We are among the largest mobile WhatsApp, Paytm and Skype – when users think of a caller id or a services, in equal measure. display inventories in the country and in other segments. How do you spam id app, they should think of us. have around 110-115 million daily appraise competition? For financial services, I just need to We have seen very little advertising active users (DAUs) in India. For Call identification is a classic communicate effectively that ‘This the from Truecaller. We haven’t each of these users we deliver five to winner-takes-all market, because a best loan proposition for you’; we don’t heard of Truecaller discounts and ten impressions per day (around 500 user will only have one app for such need to show users hours of content for cashbacks either... million impressions daily). a service. The core service has always that. You either need it or you don’t. We Historically, we have advertised very From a mobile display perspective, been free for us and I don’t see that are more concerned with the number of little. We have spent zero dollars on it is one of the biggest properties. changing. times we are able to reach a user in a day marketing. We don’t buy users, we don’t Advertising on Truecaller is part I have been a strategy consultant for or a month - that’s a more important buy transactions even for payments and of many national launches, and we a relatively long time before joining metric for us. financial services. Our problem is not have seen systematicatic growth on the technology sector. The way we If you un-bundle our strategy you’ll retention. The core use case continues this front over the last several years; think about competition itself has see that our caller id and spam id are to be spam id and caller id. advertisers include mobile, auto, and changed, with technology coming in. tailored to create more touchpoints for We didn’t do a single paid e-commerce brands, among others. It Players are becoming more versatile users... just like our messaging-calling, marketing campaign in 2019. We is like a national billboard that you just about being able to opt in and out of payments and lending options. User have, over the past eight years, grown can’t ignore. digital services. One can’t define any mindshare is far more important than organically. We were mentioned in But unlike a lot of other platforms, one or any few players as competition. the classic ‘time spent’ format. I think the Bollywood movie Gully Boy and our ad load (ad to organic content I am asked a lot about getting those are yesterday’s metrics. The world a couple of Telugu short films – and ratio) is one of the lowest in the into the fintech and lending space of content is more mature now.n did not pay for either. industry. We could have been really since there are a lot of established [email protected]

2400/- 2016/-(inclusive taxes). 4800/- 3495/-(inclusive taxes).

16 afaqs! Reporter, February 16-29, 2 0 2 0 ADVERTISING

SNICKERS The Wrapper Design Play The latest Snickers campaign features school students. By Abid Hussain Barlaskar

indi puns like Bhukkad, passing marks. Also, Laatsahab, Bheja Fry and Snickers’ campaigns HNautanki have replaced have so far featured the brand name of Snickers on college goers and its packages in India in the past. older demographics. The initiative, a global campaign This is the first time for the brand, was introduced in we are seeing school India in 2017. Along with Hindi, students in a Snickers the campaign has also diversified ad. The new ‘Exam into other Indian languages. The Bars’ are available latest campaign for Snickers speaks in traditional and to school students, a specific pocket modern outlets of consumers in its wider, young across the country. audience base. Apart from a long The campaign has format digital film, the brand has been launched across also tweaked the message on the digital mediums. packaging. Launched on the eve “The SNICKERS of school board exams across the Exam Bars campaign country, the latest iteration of the was built for students campaign puts exam stress in its across the country crosshairs. who are putting While it builds on Snickers’ in their best efforts to prepare for average profiles that one can find in global brand proposition, ‘You are the upcoming exams. Stress and every Indian classroom.” not you when you’re hungry’, the nervousness are hard to avoid during latest campaign adds a new twist to examinations, and students from “While the global idea doesn’t it with ‘Exams can be stressful, don’t class 10th and 12th especially are change, the stereotypes are very let hunger add to it’. The brand has giving in their best at this time,” says Indian and that’s the most important launched limited edition packaging, Yogesh Tewari, marketing director, thing that we had to keep in mind. featuring messages like ‘Do Well’, Mars Wrigley. We wanted people to identify with ‘Rock On’, and ‘Shine On’. It is “While packaging may not be the these stereotypes. That was the interesting how the messages are of a main focus for every campaign, it biggest challenge. Every class has transactional nature, like a greeting. is one of the strongest asset that a all of these characters. If one thinks, The new campaign has been crafted brand can utilize and leverage in they can put names against these by BBDO India. So can the bar be creative and unique ways. After all, profiles,” Dasgupta adds. actually used to greet? it is the first point of contact that a The film features characters who customer has with the product,” he INDUSTRY SPEAK are actual student types in Indian adds. Lloyd Mathias, business strategist classrooms – ‘the Topper’, who has Speaking on the campaign, and former PC marketing head for Asia, HP, thinks it is an excellent “Packaging is one of Launched on the eve of school board exams campaign that reaches out to the pre-teens and teens who are now the strongest asset across the country, the latest iteration of the part of their target audience. Also, campaign puts exam stress in its crosschair. the initiative is great in terms of that a brand can timing - given that examinations utilize and leverage are around the corner. It has been brilliantly executed - taking in creative and typical student reactions with unique ways.” a wonderful Indian twist. All in all, an excellent campaign YOGESH TEWARI that uses packaging cleverly to bolster the appeal.

Anusheela Saha, group creative packaging even more. Coca Cola Akashneel Dasgupta, chief director, FCB Ulka, says a lot showed us the way and Snickers creative officer Delhi, BBDO India, has been done on exams by took it to a different level. What’s revised the entire says, “The TG of 17-18 year olds has Indian brands, Mirinda, Horlicks, also charming is the free 1 month syllabus several times always been a part of the Snickers Bournvita – the beverage and health session with Merit Nation. The over, making everyone else nervous, world. It is just that the campaign food categories have made it their long format film is predictable and ‘the Gambler’, who seems to is really contextual due to the business to take a stab at exams doesn’t really cut ice. Though I have the indubitable insight into upcoming board exams, which have every now and then. So a fresh am picking up a few bars for my which questions will appear in more of a sharply defined TG of 16 take on this newbie sought after nephew for sure – boards are just this year’s question paper, or ‘the to 18 year olds. The profiles that we promotional season is not easy and round the corner! n Borderline Case’ who aims for the have used in the campaign are the that makes us love the Snickers [email protected]

afaqs! Reporter, February 16-29, 2 0 2 0 17 ADVERTISING PEPSI Swag Se Solo

The brand’s new Khan as its face to appease Indian anthem features brand youth would work. Mittal opines, “I don’t think there’s anything wrong ambassador Salman in taking Salman Khan, even though Khan. By Ubaid Zargar he might be over 50. He connects and appeals to a huge population of head of Valentine’s Day, youth, especially in the small towns. Pepsi India has launched a They all worship him.” Anew anthem titled ‘Swag Se Commenting on the timeliness Solo’. In continuation of the brand’s of the anthem, in that it has been #HarGhoontMaiSwag campaign, the released around Valentine’s Day, new anthem rides on a communication Mittal says, “Is it deliberate that they addressing the youth of India who are are releasing this on Valentine’s day single by choice. or is it just a coincidence? I don’t Featuring Hindi actor Salman Khan, the music video sees the the popularity that we witnessed popular Bollywood bachelor dance with our last anthem, we felt music to a dedicated song. The anthem has was the best way to engage with the been composed by Tanishq Bagchi nation. Through this single, we are and the dance sequence has been excited to bring a unique twist to choreographed by Remo D’Souza what is traditionally seen as a week (who also makes an appearance at the of celebrating couples. We want to end of the ballad). rejoice the youth of today with music The anthem is an extension of a and urge all those who are single to previously launched campaign titled embrace their relationship status with #HarGhoontMaiSwag. The prequel self-confidence, unshakeable self- saw Tiger Shroff and Disha Patani in belief and irrefutable Swag. With an a dance-off to a swag-driven anthem icon such as Salman Khan grooving that carried a different interpretation to the tunes of Swag Se Solo, we are of Pepsi’s ‘swag’ in contrast to the confident that the whole country will latest edition. The song was produced be dancing to the beats of the anthem.” in association with T-Series. Brand ambassador and know. Although it might not be the As the brand has revealed, the actor Salman most ideal scenario, it can be taken campaign is built upon consumer as an interesting take, an interesting insights that at least seven out contrast too.” of 10 Indian men in the age Prakhar Deogirikar, executive The music video creative director, WYP says that he thought is nice. The addresses those connect is nice. Being single and amongst the audience owning it, in context to a day that ostentatiously celebrates who are ‘single couples, is a brilliant move. by choice’. It is in The song/anthem is also nice, has some stickiness while continuation of the remaining within the codes that the brand has been developing brand’s previously for the last few years. launched campaign While I like the effort and the social media handles of both Pepsi timing of the film, when it comes to #HarGhoontMaiSwag. and T-Series. It is also available for Salman Khan, my opinion somehow streaming on Gaana. nosedives. I think doing what they group of 15-30 years are single. Add Khan said, “I have a good feeling were doing with Tiger and Disha to this, the growing trend of Gen about Swag Se Solo, given the EXPERT REVIEW: was good for the brand. It went Z preferring to be self-partnered. anthem is relatable to me, and to Speaking on the appeal of the with the whole young, fresh and The anthem therefore, celebrates the generation of today, which is anthem, Vishal Mittal, group creative happening vibe that the brand wants. this spirit of individuality and self extremely confident, has the right director, Dentsu One, says, “It’s not Not that I am completely opposed reliance, all the while taking a sly dig attitude and doesn’t shy away from the most catchy or sticky anthem. to an older celeb being used for at people in committed relationships being who they really are. We had But it’s not bad either.” a young brand. But then the idea who have issues of their own. fun shooting this song and I am He adds, “Swag se Solo as a should be something that goes with Speaking on the launch of the happy to be associated with Pepsi, proposition fits pretty well with that choice. The only connect here anthem, a PepsiCo India spokesperson a brand that focuses on the youth.” Salman Khan, whose bachelorhood is the conversation about Salman said, “Pepsi’s Swag movement Released on February 10 in has been a topic of discussion and Khan’s love life that is five to seven continues in 2020 with the launch association with T-Series, ‘Swag interest since decades.” years old. n of the Swag Se Solo anthem. Given Se Solo’ can be heard across the We wondered if choosing Salman [email protected]

18 afaqs! Reporter, February 16-29, 2 0 2 0 MARKETING

LAY’S Behind-the-scenes... We got in touch with the brand to get some behind-the-scenes details of #SmileDekedekeDekho. By Ubaid Zargar

epsiCo India’s Lay’s has been at the helm of Pinfluencer marketing with its #SmileDekeDekho. What started off as a TVC featuring Ranbir Kapoor and Alia Bhatt, backed by a multitude of influencers carrying the campaign across social media avenues, the campaign has since seen a second phase take off. Clocking about twenty thousand Instagram posts with #SmileWithLays embedded within the mentions, the campaign has had a peculiar trajectory in terms of its execution. The brand unveiled the #SmileDekeDekho campaign in October 2019, where nearly 750 influencers were brought on board to carry the campaign through. The influencers were provided with customised Lay’s packs with to solve life’s complex problems.” Lay’s Smile Deke Dekho campaign, Instagram, to TikTok to InShorts. influencers’ smiles printed on the Commenting on the selection of wherein the brand shared exclusive Indians are consuming content more packaging. influencers to carry the campaign hampers with customised Lay’s smile than ever so for a brand to speak in A month later, the brand unveiled forward, Gandhi says, “We reached packs – created after mapping each one dimension across these platforms another TVC featuring both the out to more than 1750 macro and influencer’s smile and matching it to dilutes the message. It’s important for celebs again – this time on a bus. micro influencers across the country, our distinct flavour variant.” a brand to take different shapes and Sharing their packs of Lay’s, the after multiple rounds of selection The brand initiated a second round forms when interacting with their two characters in the ad film carried and filtering to hand-pick the of the campaign because, as there were customers and fans. Community a more jovial and congenial vibe most relevant names to be a part hundreds of requests from influencers building is the name of the game and opposed to its prequel. of this milestone campaign. The and consumers. Gandhi says, “The a strong and intimate community can As the brand has revealed in influencers were selected based on resounding success resulted in us be created when the brand is inclusive the past, the TVCs were aimed at the key passion points of Lay’s target receiving hundreds of requests from and approachable. Celebrities assisting the ongoing digital campaign audience, including the travel, food, influencers and consumers alike. As a build aspiration, influencers drive with influencers and sponsored posts fashion and lifestyle genres, with the result of all this love and excitement, conversation. across digital avenues. We got in aim of ensuring maximum consumer we initiated the second round of the The attention span of today’s touch with the brand to understand connect.” campaign, where we worked with a Indian internet user has dropped to the execution side of this campaign Just how many customised Lay’s massive set of 1000 influencers across anywhere between 6 and 8 seconds. better. More importantly, how did smile packs were there, we wondered. India. The second leg is a completely Instagram has evolved from the scroll the brand manage to get so many Gandhi answers, “We worked with organic effort and has touched 19.5 to the tap economy which means influencers to participate? more than 1750 influencers across million impressions and 2.3 million that a brand needs to constantly Speaking on the inception of the a host of genres and cities for the engagement, and still counting.” bring freshness to every consumer campaign, Dilen Gandhi, senior We have seen many other players interaction touchpoint. Such is the director and category head – Foods, in the market tweak their packaging nature of digital and social that the Pepsico India, says, “The campaign #SmileDekeDekho in some form or another. To name landscape is everchanging, hence it’s stems from a simple insight: Lay’s was unveiled in a few, we’ve had Mentos try out only logical and natural for a brand to brings a smile to one’s face. And its ‘Complimentos’, Cadbury with constantly evolve. Brands to generate smiles can lead to connections. October 2019, its special edition ‘Madbury’, among recall and awareness need to keep Therefore, different flavors of Lay’s where nearly 750 others. Digitally, these tactics have the interest alive – be it packaging, can lead to different smiles, leading been at the helm of consumer proposition, creative formats, media to different connections.” influencers were engagement. To expound more platforms etc. He adds, “What makes the brought on board. upon this modern marketing trend, The customer was never stupid. campaign unique is the fact that the we reached out to Kunal Dubey, vice Today more than ever, thanks to entire idea comes to life through They were provided president & head of business, Dentsu general exposure to information, packaging – as we have introduced with customised India Slingshot to get his opinion. people are aware of what influencers limited-edition Lay’s Smile packs, He says in today’s world, digital are doing on social. If done wrong, which feature six different smiles Lay’s packs with their platforms, with their massive reach it comes across as a gimmick, a hard corresponding to the six different have become the primary source sell, a lazy move on the brands side. flavour variants. For example, the smiles printed on the of content consumption. Also, the Of course if done well, builds a ‘Joyful’ Magic Masala smile is for real packaging. reality today is that content is not strong loyalty and converts customers and unfiltered moments, while the restricted to one platform. A user is to fans. n ‘Simple’ Salted smile comes in handy constantly moving from Hotstar to [email protected]

afaqs! Reporter, February 16-29, 2 0 2 0 19 POINTSOFVIEW Are Interactive Ads a Viable Antidote to Ad Fraud? Bots replicate human behaviour, interactions make them unique and dilute trends. By Abid Hussain Barlaskar

HITALI MAKKAR, VISHAL RUPANI, PRASHANT DHAR, NIRAJ RUPAREL, business director, co-founder and chief executive officer, vice president, marketing and e-commerce, national head – Mobile, Vizeum India mCanvas Ariston Thermo Group, Indian Subcontinent Mindshare India

AD FRAUD HAS BEEN AD FRAUD IS TYPICALLY, WE USE WITH DIGITAL PREVALENT IN THE BECOMING OUR SOCIAL MEDIA BUDGETS AT AN DIGITAL ADVERTISING ALARMINGLY PLATFORMS TO NOT ALL-TIME HIGH IN A SPACE AND HAS GROWN SOPHISTICATED AND ONLY COMMUNICATE BRAND’S MARKETING INTO A PERENNIAL IS ONE OF THE BUT ALSO HAVE STRATEGY, IT IS concern amongst the fraternity biggest problems plaguing the meaningful conversation with imperative to understand the of professionals managing digital ad industry. If we start consumers. For example, if an digital advertising model and to digital investments. This has focusing on metrics beyond the ad campaign is about a newly minimize the risk of ad fraud. been observed primarily for standard ones, we’ll be better launched product, the creative Ad fraud is a challenge in digital campaigns with KPIs that off. If our measure for good is crafted in such a manner space. One of the reasons why revolve around impressions and performance can extend to that it elicits some sort of a digital media has grown so fast clicks. engagements within an ad then we reaction from the viewer. It is is because it brings transparency Globally, ad fraud for 2019 were protecting ourselves from aimed to generate some sort and accountability in the form of was estimated at six billion some ad fraud. of UGC. Over the last year, strict KPIs versus any form of dollars from advertisers, Most bots follow pre-defined we achieved an engagement advertisement. Very often in the showing the growing issue. patterns and thankfully all rate of 5.5 per cent on both rush to achieving and maintaining This growth shows no sign of interactive ads vary. Ads that paid and organic campaigns, these KPIs, marketers ignore ad slowing down and as we step require users to physically interact which is pretty high by fraud. into 2020, the amount of fraud with the campaign, makes it industry standards. We try The breakthrough in interactive will only increase. What is more extremely difficult for bots and to ensure that users engage ad campaigns has changed the alarming is that each year, we crawlers to progress in their with the brand genuinely and dynamics of online advertising by witness more complex fraud journey. then we record the responses turning traditional advertising into mechanisms. We can’t turn a blind eye in a manner that we can also an engaging activity. An interactive As new types of digital ad to what the future holds. While reward the user. This year ad campaign helps marketers to formats and targeted funnels on one hand, marketers and too, we will continue with maximize engagement with the come into existence, so will new technology vendors are creating such campaigns. target audience, however, the fact kinds of ad frauds. One must innovative solutions to combat We are focused on cannot be ignored that it is not be quick to choose the right mobile ad fraud, the fraudsters, interactions rather than just devoid of fraudsters lurking on strategies for tackling each issue. on the other hand, are equally exposure, that’s the tenet the internet which causes losses Ad fraud prevention in 2020 incentivised to develop new of our digital marketing to the marketers. Even though will require a holistic approach technology to bypass hurdles. So, philosophy. We are clearly interactive ads might minimize the by combining different metrics it’s a matter of optimising firewalls focused on the end result, be damage, there is still a long way including viewability, IVT and constant innovation to keep ad it engagement, conversion or to go for the industry to find the detection, install verification and frauds at bay. lead generation. ‘cure’ to ad fraud. even in-app bot detection.

20 afaqs! Reporter, February 16-29, 2 0 2 0 ADVERTISING

BOUNCE Bouncing Away... The startup aims to address last mile connectivity woes and has set aside Rs 200 crore for marketing.. By Abid Hussain Barlaskar

rban mobility as a business first and last-mile connectivity. The might not be the Ola- brand also operates on a ‘docked UUber duopoly anymore. scooter sharing’ or ‘hub-to-hub’ Apart from ride hailing platform model and has a presence in seven Rapido, another startup Bounce is cities. Reports suggest that after the BOUNCE FACTS approaching city commuters with a recent Series D round of funding, AND FIGURES fresh proposition. The brand offers the company is valued at a little over FROM 2019: dockless scooter sharing services and USD 500 million. has initiated operations in Bengaluru The dockless scooters are available • The brand served and more recently, in Hyderabad. only in Bengaluru and Hyderabad. million riders, rides The platform’s latest campaign The company’s fleet today comprises million • Customers rode for ‘That’s the way to move’ has been more than 20,000 scooters. It million km with crafted by marketing consultancy is heavily based on IoT and each lakh rides per day Spring Marketing Capital and is vehicle has around 50 sensors to • Most customers rode to aimed at boosting brand recall, habit figure out various issues like battery, work and public transport building and instilling consumer fuel, engine condition, location, etc. stations with , , etiquette. A single vehicle exchanges Claims are, Bounce has already rides starting and ending at four hands in the ad across four completed over 20 million trips and public transport hubs different use cases. clocked over 100 million km. In • Riders walked Users connect to the Bounce Bengaluru alone, Bounce bikes cover million km to network and vehicles via an app. 1,20,000 rides daily. The brand has reach bikes After registering and logging in, also partnered with several public • User with the highest a customer can find the keyless transport authorities to enable number of rides made scooters (Bounce’s patented tech) seamless commute in cities. 42 per , tri s parked at walkable distances via GPS. cent of rides either start or end at They can walk to the nearest scooter, metro stations. enter the OTP on a padlock-like While the brand seems to be on a of potential but consumers might not device installed on the vehicle, wear collision course with the two-wheeler be considering them immediately.” the helmet stored in the trunk and offerings from other mobility brands Shan hints that work on a monthly ride on. Users can drop the vehicle like Uber (Uber Moto), Ola (Ola membership or loyalty programme off anywhere, provided it is a public Bike) and Rapido, it is gunning for all could already be under way. While parking area. Riders can also pause probable vehicle customers. the brand is digital heavy, plans are in rides via the vehicle interface. “If we eliminate additional “Today, private motion to launch an ATL campaign The brand aims for a wide target costs and come up with a value in the upcoming quarter. The team audience, that is, everyone who can proposition which is compelling vehicles are used less also resorts to activations and hyper than 1.5 times a day, local marketing from time to time and has set aside Rs 200 crore for The brand offers dockless scooter sharing while our vehicles are marketing. services in Bengaluru & Hyderabad. used 10 times a day on EXPERT TAKE: legally ride a two wheeler. Apart for users, reduces congestion and is an average.” K Vaitheeswaran, e-commerce from the promise of convenience, environment friendly, it could be a SHAN MS consultant who also recently the brand also pitches for pocket good long term solution,” says Shan co-founded ‘Again’, a dairy-based friendliness, lesser vehicles on the MS, senior vice president, Business, drink says the proposition is quite street and a smaller environmental Bounce. sharp - convenient and fast urban footprint compared to cars. “Today, private vehicles are used about the dos and don’ts around mobility that doesn’t depend upon Bounce was founded in 2014 as less than 1.5 times a day, while our issues like - how to deal with the public transport. The situations are WickedRide Adventure Services, a vehicles are used 10 times a day on helmet, parking in valid parking also diverse. “The only issue I have platform for renting premium bikes an average,” he adds. areas, how to treat the vehicles and is that the ad is trying to talk to like Harley Davidson and Kawasaki Shan accepts that along with the riding disciplines. Apart from the everyone - the young office goer, Ninja. With Bounce, the company new nature of the service, it also nurturing, we also have a penalty the middle aged shopper, the elderly later shifted to addressing a problem demands a significant amount of system for issues like parking couple and there’s a young kid also – the broken last mile connectivity consumer education and behaviour incorrectly, misusing vehicles, etc. It thrown in. That is not a good idea. in India. The new Bounce started change. “We’ve over-indexed on could either be monetary penalty or Even if the proposition appeals to operations in Bengaluru in 2018, communication on the apps, on blocking a user,” he elaborates. diverse people across age groups, the with the purpose of decongesting city social media and other channels of Speaking on the multiple use cases ad must target the best target group roads, encouraging usage of public digital communication. We have defined in the campaign, he says, for sharper appeal and effect."n transport and providing seamless also conducted awareness campaigns “These use cases actually have a lot [email protected]

afaqs! Reporter, February 16-29, 2 0 2 0 21 ADVERTISING DSP MUTUAL FUND What Are ‘They’ Doing Here? We spot elements of Amazon (The Amazing Family), Flipkart (Mr Filipe K. Art ) and Nykaa (Ms Khanayika ) in DSP Mutal Fund’s ‘Committee of Ultimate Savings’. By Ananya Pathak

ver the years, brands have set their identifica- Otion marks through their communication. Spotting a kidult automatically takes one’s thoughts to Flipkart, ‘Aur Dikhao’ rings the Amazon bell, speak of ‘pink’ or ‘make-up’ and you can vis- ualise the Nykaa logo in your thought clouds. But what happens when you spot these backbones of brands in the communication of a company from a completely dif- ferent world. Why ask? We spotted “We encourage it! The brand in question here is people to make DSP Mutual Fund and the film is in the ad, he said e-commerce decision-making,” Sanyal opines. prudent, well the brand’s latest communication brands are among the largest Akshay Gurnani, co-founder and - ‘Kaun Banega Sabse Bada Saver?’ players who promote discounts and chief executive officer, Schbang, thought-out Conceptualised by Mumbai shopping festivals all year round. tells us the brief given by the brand and responsible based digital marketing agency These shopping fests have started for the campaign was to make the Schbang, the film not only directing and in certain cases, even youth conscious of the fact that tax financial decisions” borrows the preserves of these dictating the spending habits of saving is important and that there ABHIK SANYAL brands but also wittily modifies young, salaried Indians. are easy ways to do it. their signatures into names for its “As a brand that is essentially “It’s funny how today’s youth protagonists. aiming to do the exact opposite is gets excited by saving small Speaking about the campaign, - encouraging people to make amounts of money through various a signature dish. A reference to any Abhik Sanyal, head - consumer prudent, well thought-out and shopping festivals and offers but popular ad runs the risk of being marketing, DSP Mutual Fund responsible financial decisions, this often ignore the fact that the major mistaken for the original. This says most of us waste a lot of canvas was the most natural and savings they can get is by simply trick needs the following recipe - a planning their taxes better. Hence, very popular brand taking off on we tried to get their attention by another equally popular brand or using characters who might be communication. Like Burger King familiar to them and convey the heckling McDonald’s.” same message in an interesting and He says the ad is well written

The ad opens with a kidult - ‘Mr Filipe K. Art’, rolls on to ‘The Amazing Family’ with the pet ‘Aur Dikhao’ dialogue and ends with a pinch of pinky-fashionista – ‘Ms. Khanayika’, all part of the ‘Committee of Ultimate Savings’.

engaging way,” he shares. and well-made. time chasing online discounts and obvious choice to present a point He adds, “The penny drop Manish Bhatt, founder and small savings during sales and of view on. The decision to have occurs at the end when the viewer director, Scarecrow M&C Saatchi, e-commerce festivals. However, this conversation with millennials realises that these icons of savings is of a similar view. He who believes we end up forgetting one of the in their universe and in a language haven’t really won this game that a communication should be biggest savings of them all - tax they understand and could relate because they have missed the most simple and message should hit the savings. “Our idea was to build a to, stems from this thinking.” important kind of saving, a tax one, consumer in the first view, finds quirky yet relatable piece of work The ad intends to appeal to which then creates relevant room the ad complicated. that worked this insight and had young working professionals with for the brand to fit into.” “To me it seems like the brand the potential to provoke young the money and the propensity to Jagdish Acharya, founder and is trying really hard to engage the millennials.” spend. “We felt this audience could creative head, Cut The Crap, tags audience and speak up. However, When we pointed out the benefit from our point of view the ad as a ‘creative Khichdi’. I do not find it entertaining. It’s cherry-picking from other brands’ on the importance of tax savings “A Khichdi, even when enjoyable, rather a complicated message.” n communications that we observed and the idea of prudent financial does not have the dope to become [email protected]

22 afaqs! Reporter, February 16-29, 2 0 2 0 ADVERTISING

DABUR Chyawanprash Diaries Here’s what went down between Vir Das and Dabur By Aishwarya Ramesh

oment marketing was Chyawanprash’s legacy has been previously known as built on credibility and trust for MAmul’s forte. In the 1960s, over 70 years. “If any consumer Amul began punning on current pops a genuine query, we owe him events by putting up billboards with an answer for the same. Organic its mascot the Amul Girl, generally mentions in the OTT space are commenting on a current, relevant, welcome as long as they are with a timely social issue. This is the context. OTT space helps the brands essence of moment marketing - to stay connected and relevant with the capture a trend that’s making news new age digital audience,” he says. and make it relevant to the brand and what it stands for However, Dabur took followers and transfer the goodwill - hence creating relevance the initiative to address to the brand as well. “All in all, this with the audience too. An the concern raised by Vir is a clear case of living the adage…. advantage that brands like with the product and in you can’t control action, but you can Amul didn’t have back then the process, established/ always control your reaction, and is the presence of social reaffirmed their position over here, the brand’s reaction has media. With the increasing as the spokesperson/ made them a winner on social media reach and popularity of social owner of this category,” in this situation. If I were competitors media in India, more and says Sinha. of Dabur in this category, I will be more brands are hopping on “While the Netflix repenting the opportunity lost (for to the moment marketing show was not brand not being proactive),” he says. bandwagon. This includes initiative, I am sure, they “Conversations that kick-start the likes of Zomato, Indigo, tied up with Vir Das post a conversation are critical factors Durex, with brands like his show and managed the for both - influencers , as well as Hajmola and Dabur joining social media engagement brands. However, this particular the fun. with him (which I would ‘dig’ at DCP ( Dabur Chawanprash) In stand-up comic Vir really stepped on a power-insight of Das’ hour long Netflix special, he the ‘mystical ingredients’ that has takes digs at different brands and Dabur sent stand-up comic Vir Das a had multiple generations quietly the place they hold in society. Old consume this magic potion. The Monk, Parle-G, and most notably, package with the different variants of banter had Vir Das actually spelling Dabur Chyawanprash. Chyawanprash that they have - including out the ingredients - it’s a different This not only roused users’ issue they are still fuzzy but still curiosity, but also prompted Dabur chocolate and date flavours. firmly placed in the goodness world. to join the conversation. After the So a win-win for both,” says Viren special was released, Dabur reached Razdan, managing director, Brand- out to Vir Das via social media to help Eventually, the brand had the last like to believe is paid). However, nomics. He adds that since Vir Das as him with a full list of ingredients and word in the exchange. They sent the way the reaction was scripted a brand has a much younger / cooler to send him samples of the products Das a package with the different out between the brand and the profile - it made sense for DCP to too. variants of Chyawanprash that they celebrity, it seemed organic and jump up to this opportunity to push Kapil Ohri, head of digital have - including chocolate and date brought out Dabur as a progressive its contemporary quotient. marketing at Dabur India, tells flavours that address the point Das and cool brand amongst the social Razdan adds that most of the us, “This was more of a ‘Q&A’ was making during the show - that media audience. And by the way, episode is based on relatable instances conversation, as post this, the the herbal mixture has always tasted it’s extremely smart social media that are deeply embedded in the consumers know why Dabur terrible. marketing, using an influencer reach past. “He talks about Parle-G and Chyawanprash is so high on the Kumar Deb Sinha, executive vice to share brand message, considering Old Monk and these are experiences trust and health quotient. Going president, Dentsu Aegis Network their own following is negligible,” consumers have all grown up with. through the comments on Vir’s post, and country head, The Story Lab he adds. For a brand held very close to the we realised that figuring out the India, opines that Dabur’s social Sinha opines that because of his heart of the Mom - a cool spring ingredients of Dabur Chyawanprash media, marketing team, and agency personality and sense of humour, in its step does good, social media is a genuine ask and hence, we managed the reaction and turned Das transforms from a disbeliever to conversations and quirk would be thought, why not give consumers it to their benefit extremely well. an advocate, thanks to the proactive a welcome break from the world of the same.” “To start off with, Vir spoke about nature of the brand. He adds that DCP Holiness,” he signs off.n Ohri adds that Dabur a generic product and not a brand. it will work very well amongst his [email protected]

afaqs! Reporter, February 16-29, 2 0 2 0 23 MOST-VIEWEDADS

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24 afaqs! Reporter, February 16-29, 2 0 2 0 JOBSWITCH

Post: Account Manager&Account and work with the team to come up ecommerce, etc. Manage social Post: Client Servicing Executive / Executive/Client Servicing Manager/ with great ideas for various briefs. media community & facilitate ideas Manager (Jr. & Sr. Roles) Executive The candidate will also need to to build it. Company: Skyline BDC Company: PMG Integrated handle photo shoots - Photographer Exp: 1 to 5 yrs. Profile: An enthusiast with a Communications Pvt Ltd selection, creative briefing, art Location: Mumbai flair for advertising & marketing Profile: Responsible for generating direction of the shoot, etc. Email: manoj.motiani@ communication. Excellent in sales proposals for potential new Exp: 2 to 4 yrs. thoughtbubbles.in presentations with good command clients. Develop existing accounts, Location: Mumbai ...... over the English language. Can and provide sales vision, direction Email: [email protected] manage current client requirements and leadership. Develop actionable ...... Post: Content Writer + new pitches. Brainstorm with the and measurable tactical plans to Company: Paradigm Plus Marketing team for new ideas & insights. proactively pursue new clients for Post: Sales Coordinator (Female Communications Pvt. Ltd. Exp: 0 to 5 yrs. the company. Develop strategic candidates only ) Profile: Experience in writing Location: Mumbai business plan for new business based Company: Vritti Solutions Limited long copy posts, blogs, articles, Email: [email protected] on clients, services and organisational Profile: Lead generation in the area/ whitepapers. English should be ...... resources zone. Achieving business targets impeccable - both written and Exp: 4 to 8 yrs. in the area/zone Making sure all verbal. Should be able to do Post: Content Writer Location: New Delhi channel partners are active & doing thorough research on subjects given Company: CupShup Email: [email protected] good business. Making sure all to them. Technical background is Profile: Equipped with apt words ...... locations are healthy for business preferable. and a compelling style to express acquirement channel partner Exp : 3 to 4 yrs. yourself ? That’s precisely what Post: Assistant Manager- Client business analysis & improvements. Location: Bangalore we need for our content, the right Servicing, Creative Services Analysing the performance of Email: [email protected] words and an engaging manner. And Company: STIR all channel partners, station visit ...... if you’re a chai fanatic too, we need Profile: Creative skills and instincts with support person & bus stand to meet. At CupShup, working is with understanding of various media authority – Station Audit by sales is Post : Sr. Visualizer about brewing ideas and marketing and key markets of importance, mandatory. Company: Thoughtrains Designs innovations over an unlimited dose present creative concepts and ideas Exp: 6 to 12 yrs. Pvt. Ltd of tea. Work as a Content Writer to clients, turn ideas into impactful Location: Pune Profile: Creative flair, originality at CupShup Involves: Seizing the work for teams and clients, create Email: pundlik.wakchaure@vritti. and a story visual sense & strong opportunity to work with the biggest long sustaining relations with brand co.in computer skills .Confidence to brands and start-ups in the nation managers from various organizations...... present & explain ideas to client & and thereby developing copy and Exp: 1 to 2 yrs. colleagues. An interest in graphics & ideating campaign content like never Location: Bangalore Post: Social Media Manager typography. Visualizer/creative. before. Email: [email protected] Company: Prawal Media Pvt Ltd Exp: 4 to 8 yrs. Exp: 0 to 2 yrs...... Profile: Collaborate and maintain Location: Mumbai Location: Mumbai close relationships with cross- Email: [email protected] Email: [email protected] Post: Sr. Graphic Designer functional teams to maximize ...... Company: Kautilya Multicreation Pvt the impact of social media Ltd. efforts by ensuring alignment in Post: Jr. Client Servicing Executives Profile: Diploma / Degree in Applied communications across channels. - Digital Art or equivalent educational Analyze and report social channel Company: MX Advertising Pvt. Ltd EVEN GOOD CAN! GET BETTER qualification. Creative and an ability and activation performance to Profile: Responsible for managing to produce innovative and original quantify the effectiveness of brand responsibilities and client ideas. Excellent knowledge in Print, campaigns and drive scalable expectations on all aspects of Production, an all kinds of designing learnings. 360 degree digital marketing. softwares. Exp: 2 to 4 yrs. Co-ordinating with the agency’s TO ADVERTISE, CONTACT: Exp: 6 to 8 yrs. Location: Hyderabad creative, media and technical teams Shubham Garg Location: Mumbai Email: [email protected] in digital. Ensure timely project Email: [email protected] ...... delivery. Strong skills & proficiency Aakash Bhatia ...... in using Microsoft Word, Excel, Post: Digital marketing Executive / Outlook and PowerPoint. Good Post: Senior Visualizer Social Media Manager interpersonal and exceptional Company: Quotient Company: Thought Bubbles time management skills. Excellent To view other jobs in Marketing, Communications Pvt. Ltd. Profile: Manage the strategy communication skills (proficiency in Media and Advertising, log on to: Profile: Will be responsible for and setup of all paid campaigns. the English language is critical). running an art team of around 4-5 Thorough knowledge of digital Exp: 2 to 3yrs. people and supervising all creative campaigns with planning experience Location: Mumbai output of the team. Will need to on Google adwords, SEO, Social Email : [email protected] independently handle large projects media presentations, websites, ......

afaqs! Reporter, February 16-29, 2 0 2 0 25 PEOPLE

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

ADVERTISING MARKETING

Ogilvy Gupte, CEO, Wavemaker – South Ducati India Growisto Sonal Dabral, Chief Creative Asia. With Sergi Canovas moving to Growisto, an ecommerce Officer South & South East Asia an international role, Ducati marketing and technology and Vice Chairman Ogilvy India, Publicis Groupe Motor Holding announced Bipul company, recently appointed has decided to move on. Sonal Publicis Groupe India announced Chandra as the new managing Rahul Kedia as Practice Head, wants to explore options in content the appointment of Deepak Pant director of the India operations. Amazon Marketing. He joins and content creation, something he as Head, Data Science Practice. In Chandra in his earlier role, was Growisto from Citi Bank where has always had a keen interest in. this role Deepak will be in-charge Ducati India’s sales director, and he was the Associate Vice Ogilvy thanks Sonal for his many of enhancing capabilities on has now assumed the position President, Equity Research. He years of contribution to our offices measurement, research, advanced of managing director for the will be responsible for scaling across India and Asia, and wish him analytics, digital analytics, data company. In his new role, existing solutions and building all the best on his next adventure. strategy including data integrity and Chandra will be responsible for new data-driven approaches in automation, and also developmental spearheading Ducati’s business the Amazon marketing domain. Omnicom Media Group work on Publicis People Cloud. growth and network expansion in Omnicom Media Group has the country. L’Oréal India appointed Kartik Sharma as CEO Lowe Lintas L’Oréal India announced the for its operations in India. Sharma Lowe Lintas has appointed its new Uber appointment of Pankaj Sharma joins the Omnicom entity from Regional Creative Officer, Puneet Uber India’s head of Marketing as director, consumer products GroupM’s Wavemaker, where he Kapoor. Having previously worked Manisha Lath Gupta has stepped division which includes was most recently CEO for South with McCann Worldgroup where down from her role. Uber brands L’Oréal Paris, Garnier, Asia. he was Head of Creative, South, announced Gupta’s appointment Maybelline New York & NYX With over 25 years of media his appointment to the Lowe only in March last year. Professional Make Up. He experience under his belt, Sharma Lintas Bangalore office comes at an She joined Uber after replaces Aseem Kaushik who served in a leadership capacity at opportune time amidst high action four marketing roles, two will now head the professional some of the largest agency networks, in the region. entrepreneurial roles, a political products division for L’Oréal in including Mindshare, Lintas Media, stint and spending almost 16 the Asia Pacific region, based out Madison Media and Maxus as well Havas Group years in the industry. of Hong Kong. as managed blue-chip clients such After 13 years with the network, as L’Oreal, Mondelez, Netflix and Anita Nayyar CEO of Havas Media Vodafone. In his new role, Sharma India and Southeast (SEA) Asia, DIGITAL will work closely with Priti Murthy, is moving on from the agency to CEO of OMD India, and Jyoti pursue other interests. Anita who Pocket Aces production and post production Bansal, CEO of PHD India, on will leave the group at the beginning Bolstering its key leadership capabilities. chartering the continued growth of of May 2020, will transition the team, Pocket Aces announces He has spent over two decades the agency brands in India. India leadership role into Mohit the appointment of Vidyuth in the content ecosystem with Joshi, Group MD reporting into Bhandary as Vice President- stints in OTT, Television Publicis Health Rana Barua, CEO, Havas Group Content Production & Design. Broadcasting, Television Publicis Health, the healthcare unit India. He will be managing and Production, Radio and from Publicis Worldwide, India Nayyar joined Havas in 2007 as scaling the company’s in-house Advertising sectors. has appointed senior health and CEO of Havas Media India. Under communications expert, Dorelle her leadership Havas Media in India Kulkarni as the Senior Vice grew exponentially and expanded President. As the head of the its offerings as an integrated MEDIA unit, Dorelle will lead a team of communications group. dedicated healthcare specialists Eros Associated Broadcasting while also managing growth, BBDO India Eros International announced Associated Broadcasting strategy and communications BBDO India welcomes Digvijay the appointment of Pradeep Co.(TV9) recently appointed output for the agency. She will Singh Shekhawat as General Dwivedi, as chief executive Bhushan Khot as its Business report to Srija Chatterjee, MD, Manager and Executive Vice officer of its majority owned Head. He joins the company Publicis Worldwide, India. President to head its Bengaluru subsidiary, Eros International from Sakal Media Group where Dorelle is a health and wellness operations. He reports to Suraja Media Limited (“EIML”). he was working as busines head communications specialist, with 24 Kishore, CEO - BBDO India. Pradeep will be responsible for and was responsible for overall years of experience in advertising, managing business growth and National Business. marketing, communication and Ogilvy India operations of the company and sales. Kainaz Karmarkar, Harshad for all commercial negotiations SonyLIV Rajadhyaksha and Sukesh Nayak and representations in various Sony Pictures Networks India Wavemaker India will take on the joint responsibility markets, forums, customers, have on-boarded Saugata Wavemaker, the media, content, and of driving Ogilvy India’s creative vendors and regulatory Mukherjee as Head – Original technology agency from GroupM product and reputation, as Chief authorities. Content, Digital Business. In has announced the appointment of Creative Officers, Ogilvy India. his new role, Saugata will be Mansi Datta as Managing Partner. The most talented, celebrated Cosmos-Maya spearheading the Hindi original In her new role, Mansi will head young creative leaders, together will Priti Karandikar has been content initiatives for SonyLIV North operations for Wavemaker shape the creative work that defines appointed senior vice president, and expand the footprint of the India and will report into Ajay Ogilvy India. new businesses at Cosmos-Maya. platform. Prior to this, Saugata Priti will be based in Mumbai was working with Hotstar.

26 afaqs! Reporter, February 16-29, 2 0 2 0 2016/-(inclusive taxes).

3495/-(inclusive taxes).