INTERVIEW Truecaller Is Now Profitable. an Interview With
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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.