May 16-31, 2014 Volume 2, Issue 24 `100 20 32

INTERVIEW Saurabh Varma Leo Burnett’s new CEO What makes hates scam advertising. Comedy Nights with Kapil a rip- 16 roaring success and one of the biggest marketing platforms for Bollywood.

SOCIAL MEDIA Why Rajini Tripped How the actor’s Twitter debut went wrong. 29

SUNFEAST FARMLITE Health Check-out A farm at Bengaluru airport COMEDY promotes health biscuits. VIRAL NOW CAT plays Jenga Game 10 KNIGHT MOBILE APPS Using the Big Screen 12 NEW YORK FESTIVALS 2014 Indian Agencies Shine 18 FIFA WORLD CUP 2014 Sony Six Scores a Goal 25

EDITORIAL

This fortnight... Volume 2, Issue 24

got to know about the popularity of Comedy Nights With Kapil (CNWK) quite by EDITOR I accident some months ago. At a dinner with friends, someone cracked a joke which Sreekant Khandekar

May 16-31, 2014 Volume 2, Issue 24 `100 had everybody in splits. I was the only one in the room who hadn’t got the allusion to PUBLISHER 20 32 something Kapil popularly said on his show. Everyone else had. Prasanna Singh DEPUTY EDITOR As CNWK heads towards completing a year in June, one has to marvel at the Ashwini Gangal INTERVIEW Saurabh Varma Leo Burnett’s new CEO extraordinary – and continuous – success of the non-fiction comedy show. It is a genre What makes hates scam advertising. SENIOR LAYOUT ARTIST Comedy Nights with Kapil a rip- 16 roaring success and which has seen hardly any successes in India. Vinay Dominic one of the biggest marketing platforms for Bollywood. The ultimate dream of anybody in the TV business is to create a show which sees PRODUCTION EXECUTIVE

SOCIAL MEDIA Andrias Kisku Why Rajini Tripped How the actor’s Twitter appointment viewing – a show the audience likes so much that it plans to watch it rather debut went wrong. 29 ADVERTISING ENQUIRIES than stumbles upon it. The Indian reality is that other than major sports events (read: Naveen Arora, (0120) 4077803, 4077866 cricket) only soaps command that kind of loyalty. Unlike the West, there is no concept Noida

SUNFEAST FARMLITE Health Check-out of seasons when it comes to soaps, so there are no breaks. And since soaps run on a daily Arunima Bhattacharya, (022) 40429702-5 A farm at Bengaluru airport COMEDY promotes health biscuits. Mumbai VIRAL NOW basis, they fit into the daily routine and are habit-forming. CAT plays Jenga Game 10 KNIGHT MOBILE APPS Using the Big Screen 12 [email protected] NEW YORK FESTIVALS 2014 Indian Agencies Shine 18 For shows that don’t appear daily, appointment viewing is virtually unattainable. FIFA WORLD CUP 2014 Sony Six Scores a Goal 25 MARKETING OFFICE For a relatively young show like CNWK to accomplish that in spite of featuring only B-3, First Floor, Sector-4, Noida-201301. on Saturday and Sunday is quite a feat. Tel: (0120) 4077800. Since India is primarily a single-TV set household, people often end up watching shows that someone MUMBAI 501-502, Makani Center, 5th Floor, else in the home is watching – and not because they are engrossed. Since viewers do not have a personal Off Linking Road, Bandra (W), screen, how do advertisers know, for example, that CNWK gets appointment viewing? In any case why Mumbai - 400050 Tel: +91-22-40429 709 - 712 is it so important? BENGALURU For one, a relatively high proportion of appointment viewing assures advertisers of audience S-1, New Bridge Corporate Centre, 777 D, 100 ft Road, Indira Nagar, involvement. It is not uncommon for viewers to stick to a show even when they no longer enjoy it: they Bengaluru - 560038, India can flee en masse if a new show catches their eye. Loyalty prevents this. SUBSCRIPTION ENQUIRIES Akhilesh Singh, (0120) 4077837 Since there is no specific data on appointment viewing how do planners know that CNWK enjoys it? [email protected] They go by three criteria. One, they find that the show’s ratings are steady. Two, the time spent on the Owned by Banyan Netfaqs Pvt Ltd and show is high. And lastly, they find that as soon as the show begins, viewers begin migrating from other Printed and published by channels. Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, Colors and Kapil Sharma clearly have a good thing going. Jawala Heri Market, Paschim Vihar, New Delhi-110 063.

Printed at Cirrus Graphics Private Limited B-61, Sector 67, Noida (U.P.), 201301 Sreekant Khandekar Cover Photograph Courtesy [email protected] Colors CONTENTS 28 31 PLUS

ESPN CRICINFO LIFEBUOY Test Your Cricket IQ 10 All Pumped Up The FMCG brand STAR WORLD PREMIERE HD launches a fun 24 activation in schools. India’s Mad Men

JABONG.COM PROFILE 68 Amitava Mitra Juiced up with Fashion 25 Percept/H’s new CEO talks about his ad years. TEN SPORTS Wizards of Oz 27 POV 26 Football Resurgence AIRTEL HAVELLS IPL 7 Talk On and On A Rap on the Knuckles Will media and money - and 29 the ISL - change the way Airtel takes the romantic The appliances maker makes Outdoor Games football is viewed in India? route to woo consumers. a case for women.

afaqs! Reporter, May 16-31, 2014 5 $'9(57,6,1* AIRTEL Talk On... and On...

is what sets us apart. I think the message is loud and clear - if you wish to talk all night long, Airtel gives you the best plans.” On the choice of a romantic tone, Paddy says, “It is all about a new way of showcasing the feeling of love and telling a human story that a large number of consumers can relate to. Airtel has always been a loved brand and its communication must speak to the consumer. Then only they’ll consume what the brand has to offer.” The idea is to take human clichés, be it romantic or humorous, and weave memorable stories around it, he elaborates. The campaign will be promoted on print and

Airtel takes the romantic route in its latest campaign to push its unlimited internet and night calling category and narrates the tale digital. The OOH leg of the campaign has already of a soon-to-be-married young couple. By Saumya Tewari begun, with hoardings being put up across the country. irtel has caught the pulse of young India Bharti Airtel is a global telecommunications with some well-received TV campaigns, company with operations in 20 countries across Aincluding ‘Har ek friend zaruri hota hai’ and Asia and Africa. Headquartered in New Delhi, the ‘Jo mera hai voh tera hai’. The latest campaign from company ranks amongst the top four mobile service the telecom major moves away from the peppy providers globally in terms of subscribers. In India, friendly tone and narrates a romantic wee-hours- the company’s product offerings include 2G, 3G of-the-night conversation between a ‘soon-to-be’ and 4G wireless services, mobile commerce, fixed married couple. line services, high speed DSL broadband, IPTV, The campaign aims to promote the ‘Unlimited DTH, enterprise services including national and internet and calls at night’ offer under Airtel’s international long distance services to carriers. ‘Night Store’ (http://www.airtel.in/night) product. In the rest of the geographies, it offers 2G, 3G Airtel has, so far, released two TVCs with different “The campaign gives an insight wireless services and mobile commerce. Bharti creatives executed by Taproot India. The first on how marriage brings about Airtel had over 259 million customers across one is set in the backdrop of a pre-wedding its operations at the end of September, 2012. It function (mehendi or sangeet) with the female a change in a couple’s life.” competes with global giant Vodafone, Reliance, protagonist sporting henna and talking to her SANTOSH PADHI Idea, BSNL, Aircel and Tata Docomo. boyfriend, assuring that all the arrangements for FOTOCORP their wedding are taken care of. When she asks if A FEEL GOOD ATTEMPT that is why he has called her so late, he responds our attention here is the campaign’s uncanny xperts observe that this is a bright attempt by by saying that it is his last conversation with her as resemblance to Vodafone’s ‘Made for First Love’ ad. Ethe brand to connect with consumers. Talking ‘girlfriend’, with the wedding due for the next day. Does that mean this category in itself is limiting about the execution, Navin Theeng, group creative The second film again shows a playful and poses a challenge for agencies to churn out director, Cheil India says the ad film is sensitively conversation between the same protagonists a refreshing ideas? Santosh Padhi (Paddy), chief directed with good dialogues and spot-on acting. night before their wedding, at the end of which creative officer and co-founder, Taproot India “It leaves you with a good feeling,” he says. she teases him and says ‘Pehle tie pehna seekh le’. disagrees and explains, “The Vodafone ads were Theeng admits that the ad reminds one of Both TVCs star a young breed of actors, done in a ‘Made For’ series - made for Moms, Vodafone’s ‘Made for First Love’ campaign, adding including Pulkit Samrat of Fukrey fame and Rakul made for first love and made for the young. The that it is something that the brand and the creative Preet Singh who was the recently seen in the movie, Airtel campaign gives you an insight on how an team would have ‘wrestled’ with. “The argument Yaariyan. Clearly, event (marriage) will bring about a change in a might be that the Vodafone ad shows actual the campaign is couple’s life. It is a stage we are depicting and that passage of time while this implies it, but that’s just targeted at young missing the point,” he notes. couples in the age For him, the commercial beautifully illustrates bracket of 15-30 The campaign aims to the difference in brand personalities of the two years. The tone of promote the ‘Unlimited telecom rivals. He believes while the Vodafone ad the campaign is could work in any geography, the Airtel ad brings strategically tuned internet and calls at night’ alive “the strong Indian connect” it always has had. to appeal to the “The voice of the brand is strong in this one TG. offer under Airtel’s ‘Night and there’s no mistaking that this is a good Airtel Interestingly, ad,” he concludes. „ what catches Store’ product. [email protected]

6 afaqs! Reporter, May 16-31, 2014

$'9(57,6,1* HAVELLS APPLIANCES A Rap on the Knuckles In its latest campaign titled ‘Respect Women’, Havells categorically positions its range of domestic appliances as gender-neutral products. By Saumya Tewari

s the kitchen a woman’s department? Are household chores not meant for men? If you Ijust said yes, then the instant, witty retorts that Havells Appliances makes in its latest five-film campaign are pretty much targeted at you. And at those who need to be reminded about the dif- ference between ‘chutney’ (condiment) and ‘patni’ (wife) or between an ‘istree’ (steam iron) and a ‘stree’ (woman). In an attempt to promote its range of domestic appliances, the brand takes a humorous dig at those who subscribe to the idea that household chores are meant for women alone. The products being advertised include: mixer grinder, juicer, iron, coffee maker and air-fryer (a device that helps one cook without using oil). All five films look a tad revengeful towards men. The campaign, are in Hindi. The film that promotes the mixer has “THIS WAS A he believes, will certainly catch the attention of been made in Tamil as well. CO-EVOLVED BRIEF, women. “The recall value is likely to be high According to Amer Jaleel, national creative among women, because it plays to their aspira- director, Lowe Lintas and Partners, the agency THAT BEARS BOTH, tions. I’m not optimistic about its recall among that has created this campaign, the creative brief FUNCTIONALITY” men; they may sub-consciously reject it and shut is a “co-evolved” one, that is, one that bears both, it out of their memory,” he says. “functionality” as well as a “point of view”. AND POINT OF He wonders rhetorically: Do the men in the More recently, the company released a funny VIEW.” ads seem “converted”? Will they suddenly start ad for Havells Wires; titled ‘Villains’, the film fea- AMER JALEEL respecting the women who snubbed them? tures Bollywood baddies Prem Chopra and Shakti Meanwhile, Suraja Kishore, executive planning Kapoor. director, McCann Mumbai, tells us that the light- To Shriram Iyer, executive creative director at hearted treatment of such a serious social issue is the agency, who has worked closely on the current the biggest plus point of the campaign. “It is so campaign, the attitude of the people reprimanded easy to make a pulsating, revolutionary narrative in the ads reflects the “embarrassing reality” of our “THE ATTITUDE for social issues; I like the way these ads have made country. He rues the way women are stereotyped OF THE PEOPLE the same point in a light manner,” he says. as “just homemakers.” The product features have been woven into the REPRIMANDED IN “We wanted to turn this stereotype on its head stories nicely. “I find it rushed,” he adds, neverthe- and communicate that Havells’ appliances are THE ADS REFLECTS less, saying he would’ve enjoyed slightly lengthier easy-to-use tools, which anyone can use, including REALITY.” plots. “I wish the brand team does some activation men,” he says. around this campaign,” he suggests. SHRIRAM IYER Both our reviewers note that the brand has DOES THE CAMPAIGN ANTAGONISE been consistent in its advertising efforts over the MEN? years. Havells, they say, has developed a “sensitive ur expert panel applauds the campaign for brand personality” across campaigns, one that the Obeing socially relevant but wonders whether To ND Badrinath, founding partner, Aqumena, current campaign stays true to. „ it might alienate the male consumer in the bargain. a Mumbai-based marketing consultancy, the ads [email protected]

8 afaqs! Reporter, May 16-31, 2014 Let’s make news better

FROM INDIA GATE TO GATEWAY OF INDIA THE NATION HAS CHOSEN HINDUSTAN TIMES.

With 36.27 lakh readers in Delhi and Mumbai alone, Hindustan Times is undoubtedly the best space to be in.

Hindustan Times isn’t just the most read newspaper in Delhi NCR. It has also achieved unparalleled growth in Mumbai, resulting in a staggering combined readership of 36.27 lakh between the two cities. If you are looking for a paper that delivers your message across the country’s biggest metros, rest assured there is none better.

Source: IRS 2013, AIR; Delhi, Delhi-NCR $'9(57,6,1* ESPN CRICINFO VIRAL NOW Testing your Cricket IQ CAT Plays a CricIQ is a dedicated cricket fan test on a digital platform, which will Jenga Game culminate in a final event in Bengaluru. News Bureau Heavy equipment manufacturer Caterpillar played the world’s largest game of Jenga. By Saumya Tewari

t is a timeless game of removing one block at a time from a tower of wooden Iblocks, and attempting to balance that block on top of the increasingly unstable structure. It tests the player’s stamina, hand-eye coordination and decision making skills. US-based heavy equipment corporation Caterpillar Inc., also known as CAT, executed a series of short films under ‘Built for It’ campaign showing the strength

SPNCricInfo, a leading digital cricket brand, Twenty winners from these video rounds will qualify has launched CricIQ (www.criciq.com) as a for the Knockout Rounds (also via video hangouts) at Etest to challenge every fan’s cricket quotient/ the end of Round Two. IQ/knowledge. CricIQ is a cricket quiz challenge This will be followed by the Grand Finale which with multiple stages online, via the dynamic digital will be held on-ground at a selected destination question platform and video rounds, culminating in where the top four finalists from the knockout will and precision of its machines. The ‘Stack’ a final event in Bengaluru. go ‘head to head’ in the biggest cricket IQ battle of all. challenge, the first in the series, uses five Hosted by quiz master Joy Bhattacharjya, CricIQ The winner of the finale will win a grand prize heavy duty machines to play the Jenga will have participants from across the country joining of an all-expenses paid trip to London this summer game with 27 wooden blocks weighing 600 a battle to be the best. The competition spans a period to see India take on England at the historic Lord’s pounds each. of eight weeks and three rounds. CriqIQ challenges cricket ground In July, along with other exciting The machines create an outrageously fans who know all about cricket to step out and prove prizes for the two runners up. huge Jenga game with CAT equipment, their cricket IQ and battle it out for the ultimate Ramesh Kumar, head of ESPNCricinfo and attachments and five operators. The film honour. ESPN Digital Media India, opens with the machines and a small stack The CricIQ format is simple and states, “CricIQ reinforc- of nine wooden rows which grows to 27 available on any internet-connected es ESPN’s commitment rows as machines put each block with high device. Round One (online round) to creating fantastic digital precision. The gigantic tower eventually will test entrants with 15 questions, experiences for cricket fans. crumbles while weighing a staggering 8 three levels and three lifelines - with We have used our 20 years tons in the end with a message ‘Designed to multiple attempts on an inexhaust- of heritage and knowledge get it done. No matter, what ‘It’ is.’ ible question bank that’s all about and our unmatched collec- As per reports, each block was sprinkled cricket. A user’s best attempt will tion of news, information with wax to allow them to slide more easily. be counted towards qualification for and data to bring fans a The campaign posted on YouTube has Round Two. The users also get rec- truly dynamic and engaging so far fetched 2.04 million views as on ognition and can win prizes for the experience. Starting on fans’ Friday last week. points they score on every single digital devices and culminat- Caterpillar, as a brand, is attempting to attempt they make. This way, CricIQ ing in an on-ground finale loosen up and market its products through rewards excellence, dedication and we want to unite users across fresh ideas. This looks like an attempt in loyalty - but the fan who combines platforms and deliver an that direction. all three is rewarded the most. immersive experience. With It is touted as the world’s leading Round Two (Qualifier and CricIQ, we’ve built a prop- manufacturer of construction and mining Knockout): The top 50 contestants CricIQ will have erty that taps into people’s equipment, diesel and natural gas engines, from the six weeks of online rounds knowledge of the game and industrial gas turbines and diesel-electric will qualify to reach the video rounds. participants from recognise the same. Our quest locomotives. In Round Two, CricIQ will host a across the country is to honour and celebrate the The company has also been featured in real time cricket knowledge competi- greatest cricket fans.” „ the Fortune 500 list in 2009. „ tion for the fans over video hangouts. joining a battle. [email protected] [email protected]

10 afaqs! Reporter, May 16-31, 2014

',*,7$/ MOBILE APPS Using the Big Screen Getting people to notice, then download, one’s app is no easy task. Now many online brands have taken to TV to promote their apps. Will this help matters? afaqs! explores. By Satrajit Sen

he mobile application business is large. For Flipkart, TV advertising serves another What is interesting: Most apps are free. purpose: spreading the practice of mobile shopping TAnd for all its largeness, the app world is or m-tailing in India. Apprehensions around the an unfair, winner-takes-all one. It is clearly not a quality of the shopping experience on a small screen game for everyone. But everyone’s playing. exist but brands are working towards minimising According to a Deloitte study (2013) only 15 them. Says Shoumyan Biswas, senior director, per cent of mobile phone users in India download brand marketing, Flipkart, “Mobile shopping is apps. And there are enough and more reports to small in India and app shopping is even smaller. show us how most of the apps that are downloaded The challenge is to make mobile shopping a habit are ‘abandoned’ after being used just once. In such in the country. For this, we need TV.” Flipkart a scenario, getting people to notice, download and claims that 25 per cent of its daily transactions are use an app, is a Herculean feat for app developers done on mobile devices. and brands. Consider the case of Snapdeal: Until a year Typically brands promote their apps on the ago, mobile-based transactions formed just five digital medium. Of late though, a lot of online per cent of e-tailer’s total orders. But over the businesses have taken to TV to promote their last three months, 50 per cent of Snapdeal’s newly-launched mobile apps. Online classifieds sales have taken place through this medium. Of site OLX has launched an ad campaign that these mobile-based transactions, 45 per cent come highlights the simplicity of its mobile app; the through the brand’s app while 55 per cent come tagline is ‘Ab phone ko banao Sell-phone’. through the mobile site. This division is not too far Bus ticket booking site RedBus.in recently from overall industry trends, say experts, as more launched a TVC to promote its mobile app, one people are likely to actually transact through their that gives users the opportunity to book bus tickets mobile phones today than they previously were. on the go. The latest TVC by LINE, a free call and As with all the hot topics, this one too has a messaging app, conveys that 1,500 paid stickers counter-perspective: Some experts like Alok Jain, have been earmarked to be given away to all LINE chief marketing officer, Zomato (an app that users in India. A few months back, we saw chat helps one discover eateries in a given locality) apps like WeChat and Hike fight it out on TV. believe it is a misconception that a mobile app This begs the question - Why TV? And why now? needs TV in order to succeed in India. “In today’s socially driven world, every marketing channel has DIFFERENT APPS, DIFFERENT its merits and demerits that vary depending on PURPOSE your product/service. The marketing objective, the or a category as young as this one, advertising problem the product is solving and the TG should Fon TV is tricky because there is no blueprint to all be considered before pushing any campaign. refer to. Nevertheless, online players have found This holds true for TV ads too,” he asserts. their own reasons to do it. Amarjit Singh Batra, CEO, OLX India, points APP TRAP out that there is a large number of “potential app hether an app gets downloaded has a lot to users” who are not online as yet; for them, the Wdo with the technological specifications of mobile phone is the most likely “gateway to the the phone. Apps are heavy and many smartphone internet.” To catch them, he insists, one needs to users in India face the problem of space. Brands be on TV. OLX’s ad about converting a cell phone ought to worry about whether the phones out into a ‘Sellphone’ targets anyone who has “selling there are equipped to support their apps. capabilities and a mobile phone,” as Batra puts it. A related issue is that of internet connectivity. In March 2014, OLX.in crossed a billion page This becomes a problem in the absence of wifi in views, of which 70 per cent came from the mobile the TV viewer’s immediate surroundings (say, his medium. Moreover, 60 per cent of the listings on living room). Sans wifi, even free apps ultimately OLX come through this medium. cost the downloader money because of the sheer Batra has a point. In India, many people are bandwidth consumption. Damandeep Singh Soni, just about beginning to surf the internet on their head, India, LINE, recommends making apps that cell phones. That’s probably one of the reasons are low on bandwidth consumption while being brands are rushing to promote their apps on TV. downloaded. “We have observed that whenever While they’re at it, they’ll probably do well to we launch a TVC, our user numbers surge. It is clarify some of the misconceptions about surfing obvious that people try to download the app just the net through a phone. For example, it would after seeing the TVC. Hence it is imperative to be interesting to find out how many smartphone have a light app so that the user can avail it despite users know that an app is not the only way to his/her data connection,” he says. access content on the net on their phone, and that On an average, the cost per acquisition (the regular browsers serve the same purpose. Or that it amount a company pays to acquire one user) per is easier for a brand to get a captive virtual audience app is around Rs 100 to Rs 120 for iOS apps and when the online content in question is accessed Rs 30 to Rs 50 for android apps. „ through an app than through a browser. [email protected]

12 afaqs! Reporter, May 16-31, 2014 Let’s make news better

THIS TIME, DELHI HAS VOTED IN MAJORITY.

With over 6 lakh more readers than the next in line, Hindustan Times is the undisputed leader in Delhi and NCR.

When it comes to choosing its whopping 6 lakhs more than its favourite newspaper, Delhi has nearest competitor. So if you are decisively voted for Hindustan Times. looking for a paper that delivers your Yet again. message across the National Capital HT’s combined Delhi-NCR Region, rest assured there is readership stands at 22.65 lakh, a none better.

Source: IRS 2013, AIR; Delhi, Delhi-NCR 35(6(176 &$03$,*175$,/ New campaigns across television, print, out-of-home and digital media. TELEVISION

ITC’S CANDYMAN JELLICIOUS VODAFONE ZOO ZOO DABUR PUDIN HARA ITC Foods released the first film on Jelly Candy after The film opens in an aerobics/fitness class where the The TVC aims at positioning Pudin Hara Lemon Fizz as ‘pet foraying into the market. The TVC has been made in a Zoozoos are dancing/exercising with pop music in the ka Fire Brigade’. The communication uses fire spitting as way that it will appeal to both kids and adults. The story background. The music starts to slow down and so does the a strong device to highlight problem and fire brigade as revolves around a scout camp where the kids are expected dancing of the Zoozoos. The main Zoozoo kicks the boom trusted symbol to provide cooling relief. to maintain discipline but Jellicious candy causes an box and the music starts playing properly again. The ‘Need unstoppable dance epidemic. your speed back?’ appears on the screen and goes on ‘Regain your speed with Booster Pack on unlimited plans’. Creative Agency: FCB Ulka, Bangalore Production House: Hot Films Creative Agency: Ogilvy & Mather (Mumbai) Creative Agency: DDB Mudra PRINT KURL ON The mattress manufacturing company recently came up with a series of print ads featuring caricatures of Late Steve Jobs, founder, Apple and Malala Yousafzai, a Pakistani women activist to promote its mattresses. The ads showcased how KELVINATOR these leaders after being PETER ENGLAND In order to present the Eco-cooler range to the pushed fell but then The apparel brand released a set of advertisements across consumer, Kelvinator released a print ad in all the bounced back. national dailies to promote its formals collections for the national dailies of the country, to reach out to the people summer 2014. The campaign was targeted at the youth. in the scorching heat of the summers. The ad targeted families.

CCreative Agency:

CCreative Agency: Water Brand Consulting Ogilvy and Mather Creative Agency: DDB Mudra OOH DIGITAL

PENGUIN BOOKS SAMSUNG VITHU In order to promote its publications, the publisher Samsung has its display outside the Hyderabad airport A public service initiative by VithU and Ogilvy and Mather, launched a OOH campaign that showed some of the building on the two signature media units called TSDD Mumbai, the campaign wanted to remind reckless renowned authors such as Oscar Wilde, Mark Twain and (Triple Sided Double Decker), each with 6 faces and a motorists about a basic safety procedure. Transgenders William Shakespeare caricatured into a headphone. The total display area of 5,400 square feet. The campaign, or Hijras, as they are known in India, dressed in neatly campaign was run in selected cities. which gives the brand a larger than life image, will run pleated saris, are seen trading their blessings for throughout the May. seatbelts, not money.

Agency: McCann Erickson India Agency: Laqshya Media Solutions Creative Agency: Ogilvy Mumbai

Got some great campaign that has been published recently? Upload it on afaqs! for the world to see. Visit: www.afaqs.com/advertising/creative_showcase

14 afaqs! Reporter, May 16-31, 2014

',*,7$/ RAJINIKANTH / TWITTER Why Rajinikanth Tripped Soon after Rajinikanth’s Twitter debut, a fiasco followed over the automated tweet replies leading to flak from fans. afaqs! explores if celebs need social media agencies at all. By Satrajit Sen

he Thalaivar never goes wrong - whether it’s catching a twirled gun or delivering Ticonic dialogues with characteristic aplomb. Well, almost never, except with his Twitter debut, where one gaffe after another dismayed his fans. And this, after the superstar actually let a social media agency handle his account! Right after Rajinikanth made his Twitter debut on his official account @SuperstarRajini, fans all across India went crazy. On the first day, Rajinikanth had 215,000 followers on Twitter, huge number for a day-old account. In fact, the

TWITTER FOLLOWERS-1ST DAY RECORDS Compiled for popular Indian Celebrities 2,50,000

2,15,000 2,00,000

1,50,000

1,00,000

46,000 50,000 37,500 25,000 19,000 11,000 5,000 4,000

MOVIECROW.COM 0 Rajinikanth Aamir Khan Amitabh Sachin Salman Shah Rukh Mahesh Mohan Lal Bachchan Tendulkar Khan Khan Babu SOURCE: actor’s account had gained more than 10,000 For Twitter users, it became evident that followers even before he began tweeting. The agency, believe Rajinikanth wasn’t really handling the account and Soon after joining, the superstar made his experts, seems to have Twitter was soon flooded with Rajini fans making first tweet - a personal one - greeting his fans. fun of the automated tweets. The agency, believe All was fine till the time his fans started tweeting missed out a trick or two experts, seems to have missed out a trick or two to him on his timeline. People who tweeted to leading to needless public embarrassment. Rajini saw their account flooded with tweets leading to embarrassment. that were apparently sent out by an automated WHAT WENT WRONG? bot. The replies contained an autographed poster Fluence as a digital celebrity venture. he hype and excitement surrounding Rajini’s of Rajinikanth’s forthcoming film Kochadaiiyaan, The agency again goofed up big time when it Tsocial availability could have been dealt with perhaps a part of the broader digital marketing resorted to the service called TweetDelete to delete a more mature and interactive manner, as people strategy of the film’s producers. all of the automated tweets. TweetDelete is an follow celebrities on Twitter to know their stars Fluence, a celebrity digital network of CA UK-based service that automatically deletes older a little more than what magazines and tabloids Media, was the agency handling the superstar’s tweets from one’s Twitter account. However, cover. Opines Nimesh Shah, head, Windchimes presence on Twitter. CA Media is part of the unless instructed otherwise, it leaves an automated Communication, “The agency could have been Chernin Group founded by former News Corp tweet on behalf of the user, letting the followers better prepared and could have adopted a better president, COO and Fox Entertainment topper know about the service. The service was tweeted Peter Chernin. The company had launched from Rajinikanth’s account as well. FRQWLQXHGRQSDJH>>

16 afaqs! Reporter, May 16-31, 2014

',*,7$/

award for ‘Help a child reach 5’ NEW YORK FESTIVALS 2014 campaign executed for Unilever’s Lifebuoy. Chrome Pictures bagged a Finalist for ‘Google Reunion’ campaign executed for Google India. Indian Agencies Shine The International Advertising Awards competition received Crayons and Out of the Box won in the Design category, while Lowe Lintas entries from 67 countries around the globe. The Executive Jury and Chrome Pictures won in the Film category. News Bureau comprised of 30 of the most awarded chief creative officers ew York Festivals, one campaign titled ‘Lamp Shades’ selected this year’s winning entries of the oldest and biggest for brand Lladro won the ‘second through five rounds of live judging Nglobal ad award shows, prize’, an equivalent of silver, from a shortlist that was chosen announced the International in the Innovative Use of Media by a 460-member Grand Jury Advertising Awards for 2014. Two sub-category. ‘The Presidium through two rounds of online Indian agencies bagged ‘second Curriculum Book Covers’ judging. NYF’s Executive Jury prize’ in the Design category, by agency Out of the Box for awarded the Best in Show Award, while two shortlisted entries have Presidium/Marvel Group also won 14 Grand Prize Awards, 70 First bagged ‘Finalist’ award in the a silver, in the Art Direction sub- Prize Awards, 104 Second Prize, Film category. The winners were category. 226 Third Prize, and 868 Finalist announced on May 1. In the Film category, Lowe Awards. „ Crayons Advertising’s poster Lintas & Partners won the Finalist [email protected]

<< FRQWLQXHGIURPSDJH handle of Superstar Rajinikanth’ or something Keeping in mind the personal touch that simpler and humble? The idea of replying to Twitter stands for, the agency should stop all each follower was nice but that should have been automated tweets and tools right away and focus Why Rajinikanth... more personalised and may be time-bound to on just one tweet a day. “But it must be something plan anticipating the kind of rage Rajinikanth’s avoid chaos,” states Parag Gandhi, founder, Flying that showcases how superstar Rajini spends his joining Twitter would have. They should have Cursor Interactive. day. He could tweet what he is having for breakfast devised the first tweet really well and there was no or share an anecdote from an old movie; an old need of replying to all. Essentially, it is against the picture that’s personal and not published can also norms of social media to auto-reply to each and “This is where be shared. Anything that brings fans closer to him everyone unless you are using this as a broadcast should be the subject of the tweets rather than medium. Moreover, sending out Kochadaiiyaan other film stars mere movie posters,” states Dingra. posters seemed more like a marketing post for the like Salman and movie than a personal tweet.” Shah Rukh’s WHY AN AGENCY? By using automated tweets and tools to manage o, if fans follow a living legend like Rajinikanth identity, the agency gave out the communication Twitter profiles Sjust to catch some personal glimpses, why that the celeb is mostly disengaged with the social set an example” should someone like him need an agency at all? platform and the fans’ voices won’t reach him. RAJIV DINGRA Many feel that if the celeb account is meant for Moreover, while using TweetDelete, the connecting to users more than endorsing a brand, agency could have selected the option where the the celeb can tweet himself/herself. platform doesn’t post a tweet on behalf of the user. Gandhi adds that in the case of Twitter, the The tweet of Rajinikanth which said that he used answer is a big NO. “One can hire a consultant TweetDelete made it worse. “The agency or bring an agency to understand the medium, “This is where other film stars like Salman could have been trends, latest happenings, and techniques every Khan or Shah Rukh Khan’s Twitter profiles set an better prepared now and then. But for individuals and especially example and it’s mostly natural day to day thoughts for celebrities, Twitter should be much more than that they tweet. In fact, Salman had even tweeted and could have marketing round ups,” he adds. about the Kushal Tandon fiasco on Bigg Boss. adopted a better “Salman Khan, with all his grammatical Candid tweets is what celeb Twitter should be mistakes, still finds takers for his tweets just about,” states Rajiv Dingra, CEO, WATConsult. plan.” because they are real. The same can be said for Moreover, as per Shah, tying up with Twitter NIMESH SHAH Amitabh Bachchan. And finally, it doesn’t take India and using some exclusive tools would have much for a celebrity to tweet himself, even if he been a better bet for the agency. “Twitter verified intends to endorse a brand,” states Shah. the account within hours and I guess they would There are countless examples of high profile have been happy to associate with the team and Twitter profiles that have done a great job and develop exclusive features for users,” states Shah. “For celebrities, have created a great fan following for themselves. Moreover, since the account started giving Twitter should be Such moments are hard to achieve with the help out Kochadaiiyaan posters, users were confused of an agency or ghost writers and hence it is whether the objective was to launch the superstar much more than advisable that celebs should use an agency only for or his upcoming movie. marketing round consultation and not for posting a tweet. Besides, the agency seems to have failed to ups.” And, as far as Rajinikanth is concerned, we will understand what Thalaivar (the brand) stands for, still follow him and await that personalised tweet. PARAG GANDHI his fan following and their expectations from him. After all, we all love the Thalaivar! „ “Would he like to put his ‘About’ as ‘The official [email protected]

18 afaqs! Reporter, May 16-31, 2014

COMEDY KNIGHT

As Colors’ Comedy Nights with Kapil approaches its first anniversary, afaqs! Reporter looks at what made the property a roaring success and one of the biggest marketing platforms for Bollywood movies. By Prachi Srivastava

ho would have guessed that an approaches it with the principle of creating the earthy phrase, with a touch of the best entertainment, experimenting with ways to 7+(67$5+,06(/) risqué, suitably tweaked could create a lasting impression with consumers. Is that become so popular that tee shirts what keeps CNWK ticking away merrily? apil Sharma and his show have been so popular withW the words emblazoned on them would be Kthat there are tee shirts, mugs, clocks in the sold in the market? Kapil Sharma’s very own PROVOKING MIRTH market that have the iconic dialogues of the show - ‘Babaji ka thullu’ and ‘Ittu sa tha’. Besides there are ‘Babaji Ka Thullu’ (a sarcastic way of saying e realised that there was a need to have ‘Babaji ka thullu’ chips and Kapil Sharma churans ‘whatever’, ‘go to hell’ or ‘God damn you’) could an amalgamation of observational and W being sold. probably find its way into the phrases and idioms participative components in the show through In an interesting event, Narendra Modi, while book some time soon. Thereere are other things that quirky characters who would amamuse and entertain campaigning for the recent elections, commented this phenomenally successfulsful show can boast audiences week on week,”week explains Nayak. that Rahul Gandhi will soon replace Kapil Sharma. of. Now, as it turns onee next month,month, And how did SharmaSharma as a choice come Says Sharma, ‘‘I feel it’s a compliment. I feel happy Comedy Nights With Kapil ((CNWK)CNWK) has aabout?bout? about the fact that two prime ministerial candidates become the most watched show in the SSharmaharma was approachedappr by Colors are taking my name and fighting.’’ non-fiction category. ttoo co-host the celebritycele dance reality Sharma himself will be seen acting very soon. He CNWK, a brainchild ofof Sharma’s, sshow,how, JJhalakhalak DikhhlaDikhhl Jaa. It was during has signed a three-film deal with Yash Raj, for which went on air on June 27,7, 2013 witwithh ththee talkstalks thatthat thethe channel showed he’ll begin shooting. His debut is a thriller-comedy, veteran actor Dharmendrara as its firstfirst iinterestnterest in ddoingoing a comedy show. Bank-Chor. guest. To everyone’s surprise,rise, it fetched SSharma,harma, who hadha the concept in a viewership of 6.9 televisionon viewershipviewership in mmindind for three years told millions (TVMs) in its firstst episode tthemhem all about it. That is (Star One) and has also featured in several seasons (Source: TAM data providedded byby howhow K9 Productions of Comedy Circus (Sony Entertainment TV), had channel, Market: HSM, C&S, ((Sharma’sSh production always worked on formats created by someone else 4+). It was a major reliefef for company)co and but wanted to do something on his own. “Even Colors, just coming offff its CNWKC took birth. though my screen presence at that time was just failure of reality humour show,show, TheT show is being for 10-15 minutes, people liked me, loved me. Nautanki - The Comedy Theatreheatre. co-producedco by But there were many other things that I could do. Colors’ courageous move SOLS Production. I used to interact with my audiences when I used to experiment with the genregenre Sharma, who to shoot on-ground,” says Sharma. Today, CNWK again has paid off handsomely.omely. shot to fame when has revived the comedy non-fiction genre. According to Raj Nayak,Nayak, heh won The Great Sharma feels that CNWK is a 4-in-1 show. The CEO, Colors, once thethe IndianI Laughter audience gets to see a stand-up act (performed by channel identifies a need gap, it ChallengeC in 2010 the man himself at the start of every episode), a gag

20 afaqs! Reporter, May 16-31,6-31, 20142 0 1 4 &29(56725< (by him and his family), a chat show (integrated 67$5&$67 out because of aesthetically delivered comedy. with celebrities) and audience interaction. Celebrity engagement in each episode further (Why the stars came) keeps the content alive and fresh. However, the MANY ROLES challenge is to sustain it. Innovation is the key to hough Sharma (he plays Bittu Sharma Alia Bhatt Highway and 2 States survive” Singh adds. Ton the show) is the main pull, CNWK’s Amitabh Bachchan Bhootnath Returns success should also be attributed to the fabulous Arjun Kapoor Gunday and 2 States MONEY-SPINNER supporting cast, comprising his wife Manju NWK has attracted many advertisers. Though Deepika Padukone Ram Leela and Chennai (played by Sumona Chakravarti), his grandmother Express Cit doesn’t sell title and associate sponsorship, Dolly (played by Ali Asgar), his aunt Pinky (played the ad inventory is full. According to estimates, by Upasana Singh), his servant Raju (played by Juhi Chawla Gulaab Gang when the show was launched the channel was Chandan Prabhakar) and his neighbours Gutthi Madhuri Dixit Gulaab Gang selling the ad inventory at Rs 70,000-90,000 per 10 (played by Sunil Grover who quit the show to Salman Khan Jai Ho seconds. It has gone up to Rs 2-2.5 lakh. launch Mad In India with Star Plus) and Palak Shah Rukh Khan Chennai Express Nayak is happy, “The early advertisers have (played by Kiku Sharda). reaped the benefit and the late comers are paying Interestingly the three females roles are the actual price.” During the launch phase the enacted by males to add the ‘extra-humour’. The show had more FMCGs. Currently, the show has production house wanted an elderly woman to play 7+(025(7+(0(55,(5 youth and male focused brands also. Apart from dadi but went on to sign Asgar as they thought that FMCG the top categories are 4- and 2-wheelers, (The top five advertisers on CNWK) e-commerce/online messengers, consumer durables, banking and insurance. LAUNCH PHASE CURRENT Interestingly, categories like high-end Dabur India Dabur India 4-wheelers, usually active on the niche, English Eureka Forbes Perfetti Van Melle India genre, have come on the channel only because Suzuki Motor Ultratech Cement of CNWK, says the channel, citing examples of Cycles India Mercedes and Audi. About 30 new clients have Rohit Surfactants PepsiCo India Holdings come on board post the launch. They include Etihad Airways, Caratlane Trading, WeChat, Red Ultratech Cement Tata Motors (Commercial Bull and Line Corporation. Vehicles) Giving an advertiser’s perspective on investing Launch Phase: June-September 2013; in the show, Vikram Grover, VP and head Current: January-May 2014 marketing – India & South Asia, Tata Global We have a strong vote of confidence from our audiences who are enjoying it and the 10 pm weekend slot has become synonymous with the show. RAJ NAYAK CEO, COLORS an old woman might not be able to shoot erratic hours when most of the shooting took place. Like Grover who had played a female earlier, Asgar too had done so in another comedy reality. Some of CNWK’s moments are etched in public memory. The alcoholic Dadi’s ‘shagun ki pappi’ (a kiss she forcibly gives to every male celeb guest on the show leaving lipstick marks on their strong vote of confidence from our audiences that Beverages says, “It is one of the few programmes face), or Sharma’s question to his guests - aapne they are enjoying the property week on week. The which has appointment viewing on weekends. In itna kuch kiya hai apne life mein, kya aapne kabhi 10 pm weekend time slot has become synonymous a very unpredictable world, it adds predictability socha tha aapko Comedy Nights… mein ane ka mauka with the show, which has boosted the overall to our plans.” Shekhar Banerjee, SVP, Madison milega (‘you have done so much in your life and weekend performance of our channel. CNWK has Pinnacle (which handles Cadbury) is of the view have achieved so much, did you ever think that been the top-rated non-fiction show and also the that the show might be taking away share from you would get an opportunity to be on CNWK?’), highest viewed on weekends.” Sab TV (the comedy entertainment channel from or his take on his wife’s “big, fat” lips? Gutthi’s CNWK has cut across all demographic and Multi Screen Media). He believes that CNWK is introduction or Palak’s ever-famous ‘oooooo’, the psychographic boundaries and is consumed by stronger as a reach builder for brands. “Comedy signature steps, dialogues took over social media all with the same level of enthusiasm. During the non-fiction – not just in India - are driven by and have been copied by many in personal life. initial phase, however, viewership was skewed to personalities just as Sharma is driving CNWK.” The show more often than not, leaves its females across all age groups from the upper SECs. audiences in splits. Besides the regulars, CNWK As it progressed, it started appealing to both males THE ‘CELEB’ FACTOR has invited celebs like Shweta Tewari, Raju and females and across SECs. olors had planned 13 episodes initially. After Shrivastav, Gaurav Khera and integrated them in Compared to the initial stage, male viewership CCNWK’s success, the channel extended it to the gags. A team of 25-30 people in the creative in the slot has gone up by 300 per cent. According 32 episodes, and asked Sharma to continue till team work on the show. Around 70 per cent of the to Dhirendra Singh, AVP, Head Planning at the he and his team were okay with it. Since then, gags are scripted, while the rest are impromptu. media agency, BPN, CNWK’s contribution to the show has aired 76 episodes featuring 108 the comedy non-fiction genre has increased from celebrities. While most of these celebrities have SHOWSTOPPER 55 per cent last year to 70 per cent this year. “Its shot one episode each for a movie with Sharma, NWK, which is a bi-weekly, contributes an rating grew 35-40 per cent since last year and biggies like Amitabh Bachchan, Salman Khan and Caverage of 11 per cent to the channel’s overall it’s undoubtedly the No 1 show in the genre. Shah Rukh Khan were seen in two consecutive gross TV viewership. Says Nayak, “We have a Amidst the cluttered content on TV it stands episodes. The show’s highest rated episodes, so

afaqs! Reporter, May 16-31, 2014 21 &29(56725< far, have been Salman Khan’s with 11.4 TVMs Kishan Kumar Shyamalan, client director, Maxus around 2.2 TVMs now. and 11.8 TVMs respectively and Bachchan’s Bangalore says, “Advertisers get a show which is The second thing that blew CNWK off - episode that recorded a rating of 11.1 TVMs. The garnering good ratings. Also, they need a good literally - was when a fire broke out on its sets lowest rated episode were those with Prabhudeva mix of content, programming, variety and market in September 2013. As an immediate solution, and Girish (5.2 TVMs), Huma Qureshi and skews that Comedy Nights offers. Another good Colors transformed the set of Bigg Boss in Lonavala Nawazuddin (5.3 TVMs) and Farah Khan (5.3 part about the show is the audience interaction - overnight to give it a look of a village house TVMs). rarely seen in the genre. Asianet recently launched wherein two-three episodes of the show were The show has also had sports personalities a show called Badai Bungalow, which is a similar shot. The new set took 21 days to be prepared in like Vijendra Singh (wrestling), Jwala Gutta format. Running in Kerala, the show is doing very Filmcity, Goregaon, Mumbai. (badminton), Sunil Gavaskar (cricket) and Sania well.” He adds that though there is competition, Many argue that Sharma’s jokes have become Mirza (tennis). Television actors like Tina Dutta, a show like Comedy Circus features the same faces, predictable, that Palak’s ‘oooo’ has become Avika Gor, Smita Bansal, Usha Nadkarni and Renuka Israni have also appeared on the show. As have choreographers Remo D’Souza and Terrance /$8*+7(5,67+(721,& Lewis, singers-music composers Mika, Anu Malik, Sunidhi Chauhan, Sonu Nigam, Daler Mehndi, (CNWK’s average television viewership, in million) Gurdaas Maan and news anchor Rajat Sharma. 9.3 10 8.9 8.7 9.0 MARKETING LAUGHS 8.0 8 7.3 hen it started off with CNWK, Colors had 6.6 5.9 6.2 Wnot gone in for any innovations to promote 6 the show like it had done with its other reality properties. “Now, CNWK is promoted through 4 on-air promos on the home channel and across digital platforms. The show enjoys a great fan 2 following on social media platforms like Facebook 0 and Twitter,” Nayak adds. (Week 25-29 (Week 30-34 (Week 35-39 (Week 40-44 (Week 45-49 (Week 50, 2013 (Week 3-7 (Week 8-12 (Week 13-16 CNWK is a classic example of word-of-mouth 2013) 2013) 2013) 2013) 2013) - 2, 2014) 2014) 2014) 2014) publicity, off and online. The Comedy Nights With Kapil app has been downloaded 1.6 million has predictable gags and has stagnated. repetitive and that the show needs to reinvent itself times. The episodes have been among the most if it wants to survive. According to Shyamalan, watched videos on YouTube with an average THE NOT-SO-FUNNY MOMENTS “It’s difficult to be 100 per cent fresh but then the of 1-1.5 Million views per episode. With nine he show was first dragged into controversy way you say it each time and how the different millions fans on Facebook, Nayak’s words bear out. Twhen Grover (Gutthi on CNWK) decided celebrities will react to it, makes it fun.” According to Navin Khemka, managing partner, to quit citing remuneration issues. While it didn’t Reinvention is underway. The production Zenithoptimedia (that handles Honda, OLX and really impact CNWK’s viewership, Grover went house is looking at changes in the format. One Nestle) there is not much to see at 10 pm slot on on to join Star Plus to launch Mad In India, also could get to see more characters or there may weekends and CNWK offered a good option. “It, featuring Manish Paul. Mad In India was able to be a change in the way the set looks. CNWK in a way, celebrates the success of people who have create a buzz initially, backed by the popularity of will complete 100 episodes soon and there are worked hard to achieve what someone like Sharma Grover, but it lost the plot later on and is believed expectations that the audience will get to see the has achieved. They can relate to him.” to be wrapping up soon. While Mad in India’s difference after that. „ Talking about why it is popular with advertisers, opening episode clocked 5.7 TVMs, the average is [email protected]

DDB MUDRA mobile numbers. An outdoor campaign was put together for mothers who don’t live Oh, Mother! in the same city as their children. The OOH medium was used in On May 11, the DDB Mudra Group decided to surprise the mothers Kanpur, Jharkhand, Guwahati, Gangtok, Kozhikode, Coimbatore, of all employees. By Satrajit Sen Baroda, Mho (MP) and Nuvem (Goa). Promoters picked up moms few days before Mother’s from the cities, and brought them Day, employees at DDB to the hoarding. They had no clue A Mudra were asked to about what awaited them! Their send in pictures of themselves reactions were captured and put with their mothers. More than up on DDB Mudra Group’s social 90 pictures were put together to media pages. Priceless. make a collage, which was put Says Sonal Dabral, chairman up as the cover/display image of and CCO, DDB Mudra Group, DDB Mudra Group’s Facebook, says, “We believe that much of Twitter and LinkedIn pages. what they are today is because Further, every two hours, a collage of our employees’ mothers. This of 5-7 pictures, with personalised is one day we must use all our messages from the employees to creativity to thank the great ladies their moms, were posted on all for it.” Rita Verma, organisation three platforms. development, DDB Mudra sees Employees were also asked it as an employee-engagement to send a text message in less platform. „ than 100 characters, which was delivered by the DDB Mudra Group, via SMS, to the mothers’ [email protected]

22 afaqs! Reporter, May 16-31, 2014

0(',$ STAR WORLD PREMIERE HD India’s ‘Mad Men’ Star World Premiere HD, the channel that airs Madison Avenue-based show Mad Men, spoke to Ogilvy’s Piyush Pandey, Lowe’s R Balki and McCann’s Prasoon Joshi about the show and the industry it represents. News Bureau

hat better way to promote the final, are Fevicol, Cadbury Dairy Milk and Kelvinator, The women today are at par and in powerful seventh season of the award-winning to name a few. You need to evolve with changing positions in the industry.” Wtelevision period drama series ‘Mad times like the ads for Google Reunion, Google Lowe’s Balki had a different take on this. Men’ in India than to get the original Mad Men of Vote or even my recent Fevicol ad with chairs. “I have heard stories about the 1960’s. A lot of Indian advertising to talk about their experiences While one may have done notable work in the past, meetings used to take place outside office premises in this crazy world of creativity? one never knows if one’s best is yet to come. “ in various restaurants. People would consume And, that’s precisely what was done. Star Meanwhile, McCann’s Joshi gave a then-and- alcohol in their offices and it was not considered a World Premiere HD, the channel that airs the now perspective when asked about the similarities taboo back then. In a nutshell, one can say that the show, caught up with Piyush Pandey, executive and differences between the advertising scenarios working environment was definitely more relaxed chairperson and creative director, Ogilvy South today compared to what the show portrays in back then compared to today,” he said. Asia; R Balki, chairman and chief creative officer 1960s. “It is different,” Joshi stated, “USA was Has the creative scenario evolved over the of Lowe Lintas & Partners; and Prasoon Joshi, going through an entrepreneurial renaissance, a years? Balki answered, “The creative process in chairman and chief creative officer, McCann advertising is more or less the same. Having said Worldgroup India and president, South Asia, and that, the work load has increased for advertising got them to talk about the show, its characters and The show airs on Star professionals. A lot of it is centred on putting out of course, the Indian advertising industry. fires aka crisis management. You have an issue and When asked why he decided to enter the ad World Premiere HD every you need to take measures to control or solve it. world, after having tried tea tasting and professional Monday. Each episode is And it really does not matter what year or decade cricket, Ogilvy’s Pandey said, “I think it all boils it is, you need to adapt with the changing times down to the joy of working and your passion. I around 45 minutes long. and customise your solutions for the said issues.” played cricket because I loved it. I joined a tea No more than 12 hours after its premiere in company as a tea taster since some of my very good transformation as a country, with a lot of emerging the USA, the seventh season of Mad Men was friends were working there and we had great fun new companies. It was the golden era of capitalism launched in India on April 14 at the 10:00 pm slot. but eventually I got bored of it. I was looking to do in the US. All the celebrated brands we see today The show airs on Star World Premiere HD every something that I loved and I was fortunate enough were launched at that time.” Monday. Each episode is around 45 minutes long. to run into some people who were working in He added, “So they were at a nascent stage, The current leg of the seventh season comprises the ad industry. I had not planned my foray into somewhat similar to the scenario in India today. seven episodes. The show ends on May 26. Seven advertising and I had no idea that I would be There are a lot of young entrepreneurs starting more episodes, also part of the final season, are successful. I still have no idea if I am successful.” companies. I just met two entrepreneurs recently scheduled to be aired in the US in 2015. About his favourite campaign and best work till and it reminded me of a couple of scenes from Mad The show is set in the 1960s. The protagonist date, Pandey added, “One’s favourite campaigns Men. There are a lot of the advertising start-ups in is Madison Avenue advertising executive Don must change otherwise you will be dated. If you our country and if you watch Mad Men, you can Draper, a character played by actor Jon Hamm. keep living in the glory of the past then you will gauge the similarities. In terms of a key difference, Created and executive produced by Matthew not focus on the present or the future. Some of in the ‘60s, women were not empowered and got a Weiner, the series is produced by Lionsgate. „ the notable campaigns I worked on in the ‘80s raw deal even in the so-called modern professions. [email protected]

24 afaqs! Reporter, May 16-31, 2014 0(',$

FIFA WORLD CUP 2014 JABONG.COM Sony Six Scores a Goal Juiced Up with The initiative is a move to Fashion leverage the build up to the For the first three months, the tournament that kick-starts on magazine will be distributed free June 12 in Brazil. of cost. By Devesh Gupta News Bureau nline fashion portal Jabong.com has ony Six, the sports and entertainment launched a fashion magazine titled ‘The channel from Multi Screen Media, will air an OJuice’ in April. The monthly title will Sonset to the 2014 FIFA World Cup, Brazil. target Indian e-shoppers. For the first three According to the channel, the exclusive months, the magazine will be distributed free of broadcaster of the event, the tournament is staged cost to 80,000 Jabong premium shoppers, at Cafe at an all-time high and is ready to capture the Coffee Day Outlets across nine cities and at the imagination of millions of sports enthusiasts airports of Delhi and Mumbai. and hardcore football lovers. The channel plans The initial print run for the magazine will be to capitalise on this opportunity through “high 1.45 lakh copies. The editor of The Juice is Pearl quality” and exclusive content for fans. Shah. Starting May 5, it has lined up programmes like The first issue ‘Destination Brazil’, which is a 16-episode 2014 (April-May 2014) of FIFA World Cup preview series, profiling all the the magazine will qualified teams for the tournament and evaluating have 104 pages, with their respective chances. ‘Football’s World Stars’ only five pages of is a 10-episode series profiling all the top football between Spain and the Netherlands. advertisements. players in the world who will be seen in action in ‘FIFA World Cup Classic Players’ is another The advertising 2014 FIFA World Cup. multi-episode series profiling some of football’s content is expected ‘FIFA World Cup Official Films’ is another “greatest” legends and their contribution to the to increase in the programme, showcasing exclusive official films sport, providing great insights into the life of the coming days, once that date back to the past 15 World Cups (excluding players. ‘Top 20 FIFA World Cup Moments’ is it enters the next the 2010 WC in South Africa) recounting the best another special highlighting some of the most phase after three from the tournament. ‘FIFA Route to The Final’ important moments that have defined the history months. is a seven-episode series that maps the successful of the tournament. The Juice will cup journey of Brazil in 2002, Italy in 2006 and The last in the line-up is ‘A-Z of FIFA World be of handbook Spain in 2010. Cup Football’, a series that will take viewers on a size. Shah says, ‘FIFA World Cup Shocks’ is a multi-episode complete tour of the tournament, depicting the A “The reason for series that underlines the unpredictable nature to Z of the international football spectacle. going the hand of the game by showcasing astonishing upsets by Prasana Krishnan, EVP and business head, Sony book size is that the ‘Dark Horse’ teams over superior opponents Six, says, “The excitement that stems from every first we wanted in the tournament. ‘FIFA World Cup Classics’ is World Cup is huge. We are using this fantastic to stand out a multi-episode series featuring opportunity to capture the hype from the other some of the most exciting, of the upcoming 2014 FIFA entertaining and memorable World Cup. Our holistic line up “The inaugural issue of The games from the FIFA World of content promises to ignite the Cup history. Meanwhile, ‘FIFA fervour and passion of viewers. Juice is themed around’ World Cup Stories’ is a six- Our comprehensive line up of part series featuring some of pre-tournament programmes Summers’, and features the intriguing stories from all promises the fact that there’s the previous World Cups that something for everyone to enjoy Kalki Koechlin on cover.” have etched their names in the as Six will provide the fans a true memoirs of the game. taste of the best football action titles in the market and secondly, it is also the Another programme in before the biggest tournament ease of using it, as the consumer can easily keep the pipeline is ‘Best Matches in the world kicks off.” it in a handbag.”

By Nation’, a programme FOTOCORP Sony Six had acquired the The inaugural issue of The Juice is themed that will give viewers a look exclusive telecast rights for FIFA around’ Summers’, and features Bollywood actor at all the previous World Cup “We are using this till 2018. The deal includes Kalki Koechlin on the cover. The online edition winners and some of their most opportunity to FIFA World Cup 2014 and FIFA of the magazine will also be made available on memorable wins including World Cup 2018. The 2014 the website. Commenting on the launch of teams like Brazil, Argentina, capture the hype edition will be held in Brazil The Juice, Arun Chandra Mohan, founder and Germany, Italy, France, Spain, between June 12 and July 13, CEO, Jabong.com, says, “With the sole aim of England and Uruguay. Sony of the upcoming 2014 (group stage telecast from establishing a brand that addresses all fashion Six will also air ‘Re-Live South World Cup.” June 12- June 26; knockout needs, The Juice is an attempt at strengthening Africa’, a collection of four stage from June 28 to July 12). our fashion profile. This magazine is born PRASANNA episodes covering various aspects FIFA World Cup 2014 has 64 from these efforts aimed at celebrating fashion from the 2010 FIFA World Cup KRISHNAN matches to be played in Brazil.„ alongside style for an incredible audience.”„ South Africa, including the final [email protected] [email protected]

afaqs! Reporter, May 16-31, 2014 25 32,1762)9,(: Can Media and Money Change the Way Football is Played in India? The IMG-Star India-Reliance Indian Super League, scheduled to begin in September, has attracted `400 crore in investment. Can this kickstart a football revolution? By Devesh Gupta

6$1-$<*837$ 6$0((50$1&+$1'$ %817<6$-'(+ 30%$/$.5,6+1$ 6,''+$17+$1(< COO, CEO, CEO, COO, Editor, Star India DEN Networks Cornerstone Allied Media, Percept Group Sports Illustrated India PHOTO COURTESY: DNA FOTOCORP SUSHIL KUMAR IF WE ARE ABLE WITH LARGE IF THERE IS ANY IN INDIA, YES IT CAN. BUT TO DO WELL IN CORPORATES OTHER SPORT THAT FOOTBALL IS AT THERE ARE DOUBTS THE NEXT 10 -12 COMING IN, A CAN BE BOLSTERED A VERY NASCENT AND QUESTION YEARS, INDIA CAN HUGE CORPUS OF VIA MEDIA AND STAGE AND A MARKS ABOUT HOW PROBABLY SEND MONEY HAS BEEN MONEY IN INDIA, PROFESSIONAL ISL IS ORGANISED A TEAM TO THE CREATED, WHICH I WILL BET ON LEAGUE LIKE THIS AND WHETHER IT WORLD CUP IN IS FAR HIGHER FOOTBALL. THIS WILL DEFINITELY WILL BENEFIT THE 2026. WITH ISL, THAN WHAT USED LEAGUE WILL BE A CREATE A INDIAN TEAM. IT IS THE SPORT WILL TO BE THERE FOR PLATFORM WHERE MOMENTUM. NOT POSSIBLE FOR grow not just in viewer- Indian football in the past. the game can be ISL will help local football a country to have ship but in the quality There will be professional showcased. Today, stars play with international multiple leagues. I of the players and that managers, physios, trainers Indians are hungry for stars. Once media starts League is the chosen of the game. India can and experts similar to what their athletes to win showcasing them, the hype one and I’d have put go beyond the No 145, IPL has. There will be better laurels at international and publicity brings money the effort behind it not infrastructure, better and and that brings in experts. its current global rank- events. create a parallel league. ing. more stories will be out Talent will start getting The way IPL has Football in India In cricket, we have in media, people will talk recognised at school level. been conceptualised, cannot get worse. There invested a lot of money about both domestic and The best part is that in the game, infrastruc- international players. With marketed and portrayed the federations that are are small things which ture and players that Star India the broadcast has made it bigger than involved, league owners are good such as Ten makes every kid dream quality will be better than any other league in and others have deep Sports broadcasting the of being a cricketer. what India has ever seen for the world. The media pockets. They have a good I League or Bangalore In my opinion, star domestic football. can definitely act as understanding of how to FC winning it. Or the power will give you IMG, Reliance and Star a great catalyst. ISL penetrate and create a attendance the games viewership but not the India are the right mix of the has the right mix of good breeding ground for of Shillong Lajong experience of a match. people needed to develop talent on and off the footballers. gets. This shows that No Indian stars are pop- and promote the sport in field, if they stick to Once the buzz gets it is possible to build a ular as of now but the India. Soccer is a game keeping it professional. louder, there will be many connect with fans. With ones from outside are made for television. We Every league neeeds allied revenue streams money, the standard have taken the bet so now that will grow such as known better and they marketing. of media coverage will will inspire thousands we will have to put the effort merchandising, on-ground improve. when they play. in changing the scenario. activation and others.

26 afaqs! Reporter, May 16-31, 2014 0(',$ TEN SPORTS Wizards of Oz The channel will telecast three seasons of Australia’s premiere football league, starting 2014-15. News Bureau

EN Sports has signed a three-year deal FFA says, “This is fantastic news for Australian to broadcast Australia’s premier football football and deepens our engagement with the Tleague, the Hyundai A-League. Asian region. The A-League is in the top three The channel will air it live from 2014 to 2017. professional competitions in Asia for playing The league, which is run by the Football standard and sporting entertainment, and there’s a Federation of Australia (FFA), has 10 teams, growing audience in the region keen to follow our nine from Australia and one from New Zealand. clubs and marquee players.” TEN Sports will showcase 86 matches per season “I thank TEN Sports for their commitment to including the five games of the Final Series the A-League and we look forward to connecting playoffs. with football fans in India, Afghanistan, The channel will also broadcast weekly Bangladesh, Bhutan, Maldives, Nepal, Pakistan highlights of the league and 10 games of the FFA and Sri Lanka. Australian football is enjoying Cup for each of the three seasons. TEN will broadcast the league across the TEN Network on TEN Action, TEN Sports and TEN HD with live streaming on tensports.com in the Indian sub-continent. a 27-round regular season with an end- World Sport Group, which distributes of-season finals series playoff tournament the Hyundai A-League and FFA Cup involving the highest-placed teams, worldwide on behalf of the FFA, brokered culminating in the Grand Final. the TEN Sports deal. Winners from the A-League qualify Rajesh Sethi, CEO, TEN Sports, says, for the AFC Champions League which is “At TEN Sports we endeavour to give our the UEFA Champions League equivalent viewers the best of football action from in Asia. across the globe and we are proud to add The league allows each team to have the A-League and the FFA Cup to our a marquee player and this has led to stars bouquet of premier football content. “WE ENDEAVOUR TO “The A-League is like Alessandro Del Piero, Shinji Ono and Australian football has grown leaps and GIVE OUR VIEWERS THE Emile Heskey showcasing their skills in bounds and offers to TEN Sports and in the top three this “fast-growing” league. TEN Action a different dimension to the BEST OF FOOTBALL professional TEN Network claims to reach over existing portfolio.” ACTION FROM ACROSS competitions in Asia 140 million households across the Indian This football programming will be THE GLOBE.” sub-continent. available live during the day time on for playing standard.” TEN Action, launched in April 2012, weekends. RAJESH SETHI DAVID GALLOP is a football-centric channel broadcasting Sethi adds that the channel will closely the best of world football from across the work to promote the A-League, its teams globe including the UEFA Champions and players across the Indian sub-continent. “We a huge period of growth and that’s reflected in League, the UEFA Europa league, UEFA Super also take this opportunity to wish the Football our global TV reach, which includes important Cup, French League, I league, Brazilian League, Federation of Australia (FFA) and the Australian broadcasters in Europe, North America and Skybet Football League, Capital One Cup, Copa National Team the best for the World Cup in Asia,” Gallop adds. Del Rey, German Cup, Coppa Italia and Club TV Rio.” For the record, each season of the Hyundai programming. „ Expressing his delight, David Gallop, CEO, A-League runs from October to April and includes [email protected]

an initiative

(9(1*22'&$1! *(7%(77(5

JOB MREVZLWFKLQ7KHQRVSHFLDOLVWMREVLWHLQ,QGLDIRUWKH$GYHUWLVLQJ0HGLD 0DUNHWLQJSURIHVVLRQDO SWITCH .in 7RJHWLQWRXFKZULWHWRDEKLODVKVLQJK#DIDTVFRP__DOLVKDIDURRN#DIDTVFRP_ 352),/( _1(:6 AMITAVA MITRA I CEO I PERCEPT/H On Two Wheels Mainly By Devesh Gupta MMoreover,oreover, Bajaj was the leaderleader in scooters but was just starting ooffff with bikes.” Mitra was no strangers to bikes. In Everest, it was hat some people may not knowknow is thatthat Mitra LLMLML Vespa anandd at JWT, hhee waswas involved with Yamaha right from has handled two-wheelerwheeler accounts for 27 of hishis ththee llaunch.aunch. “It was 1984-85, aandn people didn’t know much about W 32-year long career.er. After handlinghandling brands like bbikes.ikes. There was only Rajdoot.Rajdoo We studied everything - from Bajaj, Yamaha, Hero and LML, the catecategorygory is quite sseeingeeing how the factorfactoryy was set up to communication,” he recalls. close to his heart. BButut it was Indian entrepreneurialentrepreneu businesses such as Pan Parag, Mitra began his careerer in the early ‘80s sellinsellingg SSahara,ahara, Hero, Bharti and Bajaj that shaped his career. cigarettes before one of hishis uncles working at a senior HHee had two short stints witwithh IB&W and Pratibha Advertising position in JWT (then knownown as HTA) invited him ((thethe only agencies alongalon with Triton where he did not to try advertising. He joinedned JWT in 1982 andand hhandleandle a two-wtwo-wheelerheel account) and a short 6-8 month the first six to eight monthsths were spent on bbreakreak wwherehere hhee mmoved to consulting before joining wondering if it was the rightight prprofessionofession PPerceptercept in 202000.0 Mitra recalls how Harindra for him. In 1984 he won hisis first reviewreview SSingh,ingh, vice-cvice-chairmanh and managing director, board prize (an internal awardard at HTHTA)A) PPerceptercept asked him to start the Pune operations. and he was convinced. Mitraitra won in HHeroero is a ttwo-wheelerw account he has been the next two years too. “Itt changed hhandlingandling sisincen 2000 at Percept. my life,” he says. IInn 20032003,, Mitra moved to the Delhi office. ThThee tastaskk was to bring in the right people, MOVING ON aaccountsccounts and professionalism. In 2-3 years, itra moved to Everestverest tthehe DelDelhih office became one of the best in MAdvertising in 1987,1987, tthehe PePerceptr family. the second-largest agencyy in Delhi then and got goodood CEO-SPEAK exposure. He was alsolso e was promoted as COO, made the branch head in HPercept/HP in 2013 with a pan- 1990, one of the youngest.ngest. IIndiandia mandate.man His task was to set Percept’s At Everest, the Pan Paragg account MMumbaiumbai officeo right for which he spent a taught him about retailing.ing. The llotot of timetime in the city. Now, as CEO, how brand had just introducedd sachets ddoesoes he ccompare Percept with his other which revolutionised the ppackagingackaging sstints?tints? MitMitrar believes that Lintas and JWT are industry. MM Kothari (thehe driving mmoreore strucstructuredt with good reporting styles. force behind Pan Parag) wouldwould taketake ThThee aadvantagedvanta with Percept is that one can him on long walks showingowing hhisis ddoo anandd planplan things differently, as long as one products being sold at everyry pan-bidipan-bidi ddelivers.elivers. TThehe advertising scenario in India has shop in New Delhi. In 1992,92, after the cchanged.hanged. “Stra“Strategict planning has evolved, since Everest-Triton split, he movedmoved to the tthehe ’90s, and iitt has become a key product. Every latter for two years. aagencygency has ttwow products - strategic solutions aandnd creative,” he says. Mitra also feels that the ON TWO WHEELSELS aagency-clientgency-client relationshipr was a far stronger one n 1994, Lintas wanted him to start iinn the earlier days.d Itheir Bajaj division, the secondecond llargestargest AnAndd PercePercept?p “It is one of the few agencies, account for the agency afterter Unilever. wwhichhich hhasas spespecialisationsc - be it events, activations Mitra rates the Bajaj-Lintass years amongamong oorr sports. ThThata is the biggest thing that Percept

his finest. Bajaj was an excitingxciting challenge. SUSHIL KUMAR hhasas given to ttheh industry,” he points out. „ “Marketing bikes was completelympletely different. [email protected]

by Ankita Lokhande) as they tied of each of its shows. ZEE TV the knot. The channel then went On the marketing front, the on to air ‘Mahasangams’, an episode promos of the cricket league will that captured an “exciting” interplay run on key news channels and kids’ Another Cricket League between the ongoing tracks and the channels for three days, nearing the actors of two of its shows. telecast of the league. There will be Namit Sharma, programming print insertions in key publications ee 20 Cricket will bring entertaining promises Zee. head, Zee TV, says, “What we have on May 24 and social buzz on together popular actors from This is not the first time that the in store for viewers is a double Facebook and Twitter. Zall its prime time shows channel has taken up an offbeat route whammy of drama and cricket with Comedian Suresh Menon will onto the cricket field, splitting to popularise its content. Earlier, it some of their favourite faces on don multiple avatars, ranging them into two teams led by Raj organised an on-ground event to television playing their favourite from Amitabh Bachchan to (Mishkat Varma) and Samarth solemnize the marriage of the lead sport.” Sachin Tendulkar, to entertain (Navi Bhangu), the protagonists of protagonists of its primetime show According to Sharma, the game the audience. Usha Nadkarni’s Aur Pyaar Ho Gaya, and battling ‘Pavitra Rishta’, inviting the masses will be peppered with interesting character of Savita Tai from Pavitra it out in a 20-over match packed to bless Manav (played by Sushant twists and turns that blend Rishta will support him. „ with drama. The climax will be Singh Rajput) and Archana (played seamlessly into the ongoing tracks [email protected]

28 afaqs! Reporter, May 16-31, 2014 22+ ITC FOODS Health Check-out To promote its newly launched health biscuit, Sunfeast Farmlite, the brand created a farm-like environment at the airport and engaged the travellers in a fun-filled, healthy activity. By Devesh Gupta

unfeast, the biscuit brand from ITC Foods, Me’ message. The luggage, of course, followed recently carried out an on-ground activation the baskets. Commenting on this, V L Rajesh, Sat the Bengaluru Airport to promote its executive vice-president, marketing and exports, newly launched health biscuit, Sunfeast Farmlite, foods division, ITC Foods, says, “Sunfeast is a which is priced at `50 per 150 gm. premium presence in the biscuits market. With the The first-of-its-kind traveller engagement launch of Sunfeast Farmlite, we have announced programme aimed to generate strong consumer our entry into the health biscuit segment. The connect. The agency created a farm-like environment at the domestic arrival lobby and engaged the travellers in a healthy activity, aiming Executed by JCDecaux, the to give the brand top of the mind recall with idea was to create awareness about ‘Health and Taste’ brand straddles the desirable space, where health meets taste.” The outdoor agency claims to be the first one to organise such an activity at an Indian airport. Alok Duggal, business head, Bengaluru Airport, JCDecaux India, says, “The activity was done on three days between April 25-27 and a total of 1.5 lakh samples were distributed to the passengers, especially women and children.” An airport was chosen as the venue for the respect to healthy snacks. activity because of its captive environment, “A total of 1.5 Executed by JCDecaux, the idea was to create resulting in top of the mind recall for the brand. lakh samples were awareness about ‘Health and Taste’, for which the The biscuits were not sold at the airport but brand placed exercise cycles next to the conveyor distributed as free samples. distributed to belt. The arriving passengers were told that the Sunfeast, from the house of ITC Foods, the passengers, belt was powered by the human effort of cycling. makes its entry in the health biscuit segment Curious travellers volunteered to cycle and took with Sunfeast Farmlite - a perfect combination of especially women up the challenge to get the conveyer belt moving. ‘health and taste’. Sunfeast Farmlite is available in and children.” Once the passengers started cycling, the conveyor two variants - Sunfeast Farmlite Oats and Almonds ALOK DUGGAL belt started moving and instead of luggage, huge and Sunfeast Farmlite Oats and Raisins. „ baskets of Farmlite biscuits appeared with a ‘Pick [email protected]

IPL 7 Outdoor Games To create visibility and drive viewership for the IPL, Sony Max and Sony Six have initiated an OOH campaign across 97 cities. By Devesh Gupta

ony Six and Sony Max have put timings. up huge hoardings to promote The campaign features two SIPL 7 across Mumbai and other unique innovations created especially evidently in the campaign.” Vaishali Sharma, vice-president, cities. The aim is to grab eyeballs and for Mumbai at prominent locations The campaign is executed in the marketing and communications, drive viewership for the game. such as Juhu and Mahim Causeway. large format throughout and is done Sony Max, says “With every campaign Executed by Storyboard Nabendu Bhattacharya, managing in 97 cities across the country, which they have strived to push the creative Brandcom, the campaign is built director, Storyboard Brandcom, includes more than 6,000 touch limits to the fullest. This year’s Pepsi around the tagline, ‘Come on Bulaava says, “The whole idea behind the points. The other media vehicles IPL is one such example which aptly Aaya Hai’. campaign was to drive viewership range from bus shelters, unipoles, captures the campaign.” The billboards are lit up at night and create a recall for the league. gantries to wall-wraps and others. IPL 7 began on April 16 and will with bright cut outs of bugles, calling This is the reason we have focussed According to the industry go on till June 1. The league has out to passersby to catch the cricket on bringing the channels for the estimates, the cost for the campaign eight teams fighting out in the T20 frenzy on Sony Six and Sony Max, broadcast (Sony Max and Sony is Rs 4-4.5 crore. format. „ along with the match dates and Six) and dates for the league very Commenting on the association, [email protected]

afaqs! Reporter, May 16-31, 2014 29 ,17(59,(: RAJ KAMBLE> FOUNDER AND CHIEF CREATIVE OFFICER, FAMOUS INNOVATIONS “Clients choose you for your work, not your name”

Kamble has taken over work done by some head office in London or New York. the India operations of If clients were choosing agencies Strawberryfrog and re-named based on a name, then the Ogilvys and JWTs of the world will always it Famous Innovations. afaqs! be better names than Strawberryfrog. Reporter quizzes Kamble on And Strawberryfrog is not as well known in the Indian market as it is why he went independent? in other, international markets. And By Ashwini Gangal who said we didn’t go through the teething problems of a start-up? We started out in a five by five feet room. hen Raj Kamble was We then pitched for 12 businesses, named managing partner of which we won nine. In every Wand chief creative officer pitch, we put our hearts on the table. of Strawberryfrog India in 2012, the No global alignment, connections question on everyone’s lips was - or undercutting was involved. It was How much stake does he hold in the nothing but work. agency? A few weeks ago, Kamble Is it possible that your clients feel announced his decision to take slightly short-changed because over the India operations of they awarded their businesses Strawberryfrog, re-name it Famous to Strawberryfrog and now the Innovations and move out of the agency has nothing to do with licensing model such that the this name and everything it agency is no longer associated with stands for? Strawberryfrog, globally. I remember Enterprise changed its We caught up with the founder name five times. And Lowe India has and CCO of Famous Innovations changed names three times. Even and asked him a new question - Why clients like Orange have changed to did he go independent? Of course, that’s not all we is called Strawberryfrog or Famous Innovations Hutch and then to Vodafone. Did you cut your asked him. Edited Excerpts. doesn’t affect my intentions and passion for the phone service because they changed their name? business. So, nothing has changed. Today, all people care about is work. I don’t Why did you decide to buy out Strawberryfrog think any client gives you a business because of India from Scott (Goodson, the agency’s Post BBH, if you wanted to start an agency the name of your agency. The world over, clients founding partner)? of your own, why didn’t you just launch one move with people. Lots of events led to this decision, including back then? Why get into the licensing model the shutdown of SF’s Amsterdam and Singapore with Strawberryfrog and then go solo? At the end of the day, Strawberryfrog is back offices and some changes in SF’s relation with its Strawberryfrog India was my agency too; I was to not having India operations. Did Scott get global investors. But what matters is that we are the majority stakeholder. Post BBH, I didn’t want the short end of the stick? here today and are very positive about the future. to just start an agency of my own, I wanted to do That’s not how it works. I don’t think people care something game-changing in the industry. After about these things today. Strawberryfrog had an How did he react when you told him you working in London for four years and New York office in Brazil, which shut down. In Amsterdam wanted to take over the agency in India and for ten years, I was looking for an opportunity they opened twice and shut down. That doesn’t severe ties with his global agency? to use all my learnings along with a likeminded mean anything. Scott’s ties with the Indian market That’s not how it happened. The decision was partner. That’s why I got into a relationship with were strong before Strawberryfrog ever entered taken after months of discussion. Several options Strawberryfrog. India. Also, ceasing the India operations was as were considered. Finally what happened was what Scott and I wanted to do this for a long time and much his decision as it was mine. was best for both of us. Scott, himself a successful finally in 2012 we decided to take the leap. But, as entrepreneur, understands the challenges and I said earlier, after the shutdown of the Amsterdam What’s the next step? Going global? responsibilities of this task better than anyone. and Singapore offices, things changed. Yes, we do aim to go global and have an office in After the initial setup phase, Scott was not involved Madison Avenue in a year or two. But right now in the Indian agency anyway. People assume you didn’t have to face any of we’re focused on delivering on the promises we the teething problems founders of startups made to our clients. This wasn’t the plan all along, was it? When typically do, as initially you had the backing you launched Strawberryfrog India, what was of a global name and now you have a healthy The agency’s clientele includes brands such as Raymond, the plan at the time - and what changed? clientele to fall back on. Titan Industries, SAB Miller, Lakme Lever, Vadilal, My plan in 2012 was to do some cutting-edge I guess it’s easy to say that in retrospect. But Spykar, MassMutual USA, Total Environment and creative work that works for my clients. I have had today’s clients are more discerning than that. They Piramal. „ the same plan my whole life. Whether my agency don’t choose you because of your name and the [email protected]

30 afaqs! Reporter, May 16-31, 2014 %7/ LIFEBUOY All Pumped Up FMCG brand Lifebuoy has launched a fun activation across 1,500 schools of Maharashtra and UP to promote the habit of washing hands before meals. By Devesh Gupta

ven as nations pay lip service to pledges of protection and care of children, two million Echildren globally die of diarrhoea every year, of which more than two lakh are Indian kids under the age of five years. Surprisingly, simple preventive measures and availability of medication could prevent most of these deaths, reveal reports. In India, states such as Madhya Pradesh, Odisha, Uttar Pradesh, Maharashtra and the Northeastern regions are most affected by diarrhoea, despite schools, they chose not to wash hands. attempts by government and non-government Vipul Salvi, national creative director, Geometry agencies to bring down the mortality numbers. Global India, says, “When we toured the areas, we Most diarrhoea-related deaths in children are found that pumps and soaps were available for the due to dehydration - the loss of large quantities children, but they weren’t used. So we decided to of water and electrolytes. The treatment mainly connect with the children in a language known to focuses on providing oral rehydration salts and them - that of play - to convey that washing hands zinc. before a meal is necessary. And, schools were the Prevention of the disease chiefly lies in best places because a large number of children immunisation, safe drinking water, sanitation and could easily be targeted there.” hygiene programmes, good and healthy nutrition, At lunchtime, when children headed out of breast milk and micronutrient supplementation classes for their meal, they were taken by surprise (including vitamin A and zinc). at the colourful addition in their school premises. However, washing hands with soap at key Promoters explained the concept and the proper occasions (before breakfast, before lunch, before technique of washing hands with soap with the dinner, after defecation and during bath) during help of posters at prominent spots in the school to the day has proven to be the most cost-effective explain the “Jump Pump” game. Apart from this, and scalable solution to prevent the spread of Lifebuoy soap was also provided throughout the diarrhoea. activation period. In a very recent activity, Hindustan Unilever’s The pumps were fitted with both, a double and hand wash brand Lifebuoy carried out an activation a single horse swing. According to the estimates, across the schools of Maharashtra and Uttar the double horse cost Rs 700-800 per installation. Pradesh to promote this habit among the children The installations were left in the schools after the before having their mid-day meal. activity was over. The brand installed a specially crafted rocking In rural India, mid-day meal schemes are big horse, made from a combination of wood and pullers of students. The brand is not looking at a metal with a simple screw-on mechanism, on to sales-driven ROI from this activity and plans to the handles of the hand pumps in schools, making go back to the schools to ascertain the impact in pumping a fun activity for kids. Children moved changing behaviour. on the horse, which in turn pumped the water. Obtaining permissions from the schools was The activity was executed by Geometry Global, the most difficult aspect, says the agency, as which aims to execute it across 1,500 schools of the authorities were sceptical about the ‘free’ the two states by the end of June. At this point, the endeavour. At the end of the activity, the brand activity has been done in 500-600 schools. felicitated each school. The insight was The agency has also created a video of the that although most of entire activity and produced a song that showcases the schools had hand the daily routine of the children who go to their pumps and soap, kids schools in these areas. George Koshy, general did not wash their manager, skin cleansing, HUL, says, “Lifebuoy hands as the handle of has a proud history of being a brand that stands the pump was heavy for saving lives. It is indeed our mission to ensure and high, making it The brand aims to execute that hand washing with soap becomes a habit for difficult for them to children, as a step to reducing diarrheal mortality. pump water. As it the activity across 1,500 The ‘Jump Pump’ is appealing to children in a was the only way to manner that is fun and enjoyable.”„ access water in these schools by the end of June. [email protected]

afaqs! Reporter, May 16-31, 2014 31 ,17(59,(: SAURABH VARMA> CEO, LEO BURNETT INDIA “There will be no scam on my watch” Varma talks about his plans to transform the agency from LB 1.0 to LB 2.0. By Ashwini Gangal

e took over the reins from Arvind Sharma In any large organisation, who typically manages Your strong planning background almost six months ago. Ask him what he’s most social media - the PR team or the digital team? makes you CEO-cum-CSO, rolled into one. Happrehensive about when it comes to Well, it’s not necessarily the digital team. In all Won’t your expertise make Rajeev Sharma’s filling such large shoes, and Varma responds with, likelihood, the PR arm is fighting with the digital role redundant? “I never think about the past. The only way for me team saying, ‘We should be running social media’. Strategic planning is not one person’s domain. to live is to think about the future.” I think it is happening in every large agency at the It is about some great people coming together and What keeps him awake at night, then? “Speed of moment. It does not happen at Leo Burnett. defining what I call ‘the problem’. And the hunt change,” he admits, “I am paranoid that somebody for the problem needn’t necessarily be one guy’s (read: other agencies) will move faster than I will.” When it came to selecting a creative partner, mandate. It could be a journey undertaken by Speaking of other agencies, guess who he named what made BBDO’s RajDeepak Das your many people. when we asked him for the brightest creative mind best choice - the need for young blood? Since I have come in, not one person has out there? Lowe’s Arun Iyer. I was looking for the best integrated storyteller been asked to leave. We’ve decided to change the Varma is a CEO with a strong planning out there. Age was not at the back of my mind, context, not the people. Besides, the fate of the background; before taking charge of the agency’s neither was the temptation of going for somebody agency cannot be decided by one or two people. India operations, he was chief strategy officer of who was a really big name. LB is trying to do what the Aam Aadmi Party Leo Burnett APAC, based in Singapore, where he Our industry is has done. We want to make sure that a guy at the spent over six years. Edited Excerpts. not focused on bottom who has great ideas, can shape the agency. expertise and Q. What defines LB 2.0? specialisation; Leo Burnett has been criticised for being too We believe the narrative is changing - it will no it is focused on skewed towards awards. What’s your take on longer be about the 30-second spot. Leo Burnett personalities. creative awards? wants to create ‘trans-media storytelling’. We will At Leo Burnett, I love awards. I think celebrating what we do is create participative work, that consumers can our focus is very important. We’re all in this business to create, play with and share. It’ll mean new people, new on creating and then celebrate, great work. processes, transforming the way we take briefs and expertise. Having said that, I’ll add - I am absolutely transforming the way we work. against scams. I am very clear that if this great For me it is frustrating to hear agencies say, ‘I work does not happen for our real clients, to have a digital agency’. It implies the main agency solve real problems, it is useless. And it does not do any digital work. This is where the is not going to happen on my rest of the world was five years back. India needs watch. to transform. The work that comes from Australia is a great benchmark to have. Across APAC, every Is there anything you country is in transition. India is behind the curve. want to change about Having said that, I think India will skip a few the way your team phases like it always has; we’ll go through the approaches a pitch? transition much quicker than other countries. But (smiles) We don’t the Indian ad industry has still not ‘integrated’. want to pitch a lot. In fact, we want to pitch What do we need to do to ‘integrate’? very little. Integrated communication is about making Going forward, our sure there are specialists at the table. At focus will be less on Leo Burnett, we will convert our account ‘pitching’ and more on managers or planners into ‘integration ‘prospecting’. There managers’ - people who understand is a big difference different mediums. between the two. Imagine a client briefing me on Pitching is when you something: now, if I have an e-commerce get invited for a pitch specialist, a shopper specialist, an integration and you’re one of five manager, account planners... all sitting at agencies competing for the table, imagine what the content will look a business. Prospecting like. Leo Burnett is in a unique position to do is when you create value this because we don’t have the problem of for a client - even though silos that every other agency has. We have one they might not be your P&L, which makes things easier. client - and ultimately win the business, maybe What exactly do you mean by one P&L? even without a pitch. If you look at some of the larger agencies, The chances of winning there will be P&Ls for activation, for PR, for a client are far more e-commerce, for search, for mobile... and through prospecting than each of them is led by one guy at the top. pitching... „ And they are all fighting for the same thing. [email protected]

32 afaqs!s! Reporter, May 16-31, 22014 0 1 4 -2%6:,7&+

Post: Branch Head / Business Post: Social media optimization Post: Market Research Analyst internal team. Should have the Development Manager (SMO) company: Social Wavelength positive & team building attitude. Company: HR Central Company: Paradigm plus marketing Profile: The Incumbent should Exp: 1 to 2 yrs Profile: We are a communication communication services Pvt Ltd have the ability to analyse data, Location: Bangalore agency with an expertise in Profile: Potential candidate requires generate patterns and map the Email: Padma@ marketing communication services to have knowledge of social media same with behaviour. Should be beehivecommunications.com required a candidate with leadership marketing campaign & day to day very conversant with advance ...... qualities, team building approach, activities.Should be able to write Excel features as also with creating Post: Media Executive strong communication skills & editorial content. Should have engaging Power Point presentations, Company: Goldmine Advertising presentation skills.Remuneration is the knowledge of digital media that help explain the problem- Pvt Ltd. no bar for good candidates. marketing. solution. Should have worked on Profile: Media Executive will be Exp: 8 to 12 years Exp: 1 to 2 years multiple market research projects responsible for generating revenue, Location: Bangalore Location: Pune involving data analysis. formulating & implementing Email: [email protected] Email: [email protected] Exp: 6 to 7 years the idea, policies & procedures, ...... Location: Mumbai ensuring they are aligned with Post: Client Servicing Executive Post: Senior Graphic Designer Emai: [email protected] the business strategies. Must have Company: Strings Advertising (P) Ltd Company: Four Square Advertising ...... understanding of media (Television Profile: String Advertising is looking Profile: Need a graphic designer Post: Account servicing excutive / / Radio / Print / Online / Activations a candidate for client servicing with excellent creative designing officer / Events) with an experience of 1 to 2 years. skills to design the creative layouts Company: Situations advertising & Exp: 2 to 5 years Interested canddate should be a with an expert knowledge of coral Marketing Srvices Pvt. Ltd. Location: Pune sharp thinker to work with the top Draw, Photoshop, Illustrator Profile: Candidate should have a Email: [email protected] anagement who can participate and image editing software to thorough knowledge of advertising ...... in the core account planning conceptualize and design and brand understanding, Passion & strategic discussions.Good artworks. to learn and a sharp eye on communication skills is a must. Exp: 2 to 4 years. competitor brands, pro-active Location: Mumbai Location: Ghaziabad and strategic thinking, with great Email: [email protected] Email: foursquareadvertising09@ presentation skills and team spirit ...... gmail.com are must. Ability to take good Post: Digital Marketing Officer ...... briefs from client and debrief the Company: Edu Hospitality Post: Visualizers team are mandatory.Enthusiastic Profile: A mumbai based company Company: Idea Smith participation in creative process (9(1*22'&$1! specialize in the Global education Profile: Visualizers will be with relevant inputs will be counseling need a digital marketing responsible to work closely with expected. *(7%(77(5 officer to develop, design, & manage the copywriter to generate creative Exp: 3 to 5 years communication layouts of digital / ideas, concept to fulfill the clients Location: Mumbai mobile media marketing programs. briefs, Producing sketches or Email: [email protected] Candidate need to have good storyboards or roughs or scamps ...... understanding of online media / print to communicate ideas to the Post: Business Development social media market / good oral and client.Candiate should be a team Executive written communication skills. player. Company: Frethinkers TO ADVERTISE, CONTACT: Exp: 2 to 3 years Exp: 1 to 2 years. Profile: Candidate will be Location: Mumbai Location: Mumbai responsible of managing high Abhilash Singh Ph: 09999989454 Email: [email protected] Email: [email protected] profile clients independently. To Email: [email protected] ...... genrate leads, create presentations. Post: Senior Web developer Post: Visualizer To work with creative team to Alisha Farooq (Delhi) Company: The Parish Adverising & Company: Golden Mean develop ideas & execute the ideas. Ph: 09582397786 marketing communications Pvt Ltd. Advertising To coordinate with the account Email: [email protected] Profile: We are looking for a really Profile: The visualizer must management team. Sumeet Chandiramani crazy kind of web developer to understand the client-briefs, Exp: 1 to 4 years. (Mumbai) work alongside a crazy bunch of visualize ideas and develop good Location: Bangalore Ph: 09820590172 creative people. The technical skills designs within the set durations. Email: [email protected] Email: [email protected] needed: PHP, ASP, .NET. Platform He/she should have leadership skills ...... [email protected] knowledge of Wordpress, Zoomla, along with a team building attitude. Post: Junior client servicing To view other jobs in Marketing, Droople, Magento. Exp: 1 to 3 years. executive Media and Advertising, log on to: Exp: 3 to 8 years Location: Mumbai Company: Publicis beehive www.jobswitch.in Location: New Delhi Email: Profile: Desired candidate should Join us on : facebook.com/jobswitch Email: [email protected] [email protected] have the ability to communicate ...... effectively with the clients and the

afaqs! Reporter, May 16-31, 2014 33 3(23/(

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

fter a stint of one-and-a-half years at Zee India, FP&A. dvertising ANews, Alok Agrawal, chief executive officer of Integrated Network Solutions (INS), a Astalwart KV the channel, has decided to quit and join Reliance wholly-owned subsidiary of Viacom18 Media, Sridhar, erstwhile Industries. However, his exact role at RIL is has appointed Shamik Talukder as vice-president chief creative officer, still unknown. Agrawal had joined Zee News in and head of revenue management and business Leo Burnett has October, 2012, replacing Barun Das who quit the development. joined Sapient Nitro company after a stint of five years. With more than 16 years of experience in revenue as chief creative Agrawal has around 24 years of experience assurance, brand development and marketing in officer. He will be in advertising, branding, communication and the media and entertainment industry, Talukder’s based out of Mumbai marketing. He has worked at Blowplast, Grey new role will include business development and and will also be a Worldwide, Euro RSCG India, Bates and Cheil. revenue management of LIVE Viacom18 and member of the global KV SRIDHAR Kasturi and Sons, the publishers of The Hindu Spotlight. executive creative and other Group publications have roped in Rajiv team of the agency. C Lochan as the managing director and chief Talukder has earlier He will report to Andy Greenaway, executive executive officer. The appointment has been made worked with STAR creative director of the agency for the APAC unanimously by the board of directors at KSL. He TV, Radio Mirchi and region. Besides Greenaway, Pops will also work will take charge from June 1, 2014 and will lead all Sony Entertainment closely with Rajdeep Endow, managing director non editorial operations of the company and join Television, managing of SapientNitro, India. the board of directors. the revenues of Radio Amitava Mitra, erstwhile COO, Percept/H, Previously the position of the CEO at KSL was Mirchi in the launch has been promoted as chief executive officer headed by Arun Anant, who stepped down in late phase, managing (CEO). He was appointed as chief operating 2013. revenues of Indian officer in 2013 with the responsibility of the Prior to McKinsey & Company, Lochan Idol, Bigg Boss during agency’s pan India worked for American Express Company in New their debut in India operations, before York, where he was director - risk management, SHAMIK TALUKDER and leading the team in which he was responsible for credit/fraud authorisations strategy. Times OOH in bidding handling the Delhi Multi-Screen Media (MSM) has promoted and winning the advertising contract of Mumbai office operations. Saurabh Yagnik, business head of Sony Pix, to take and Delhi Airport and changing the dynamics of After a nine-month charge of the network’s English language channels. airport advertising in India. stint at L&K Saatchi & Yagnik will also oversee AXN. Sunil Punjabi, STAR India has appointed Gurjeev Singh as Saatchi, erstwhile Law business head of AXN, will continue to manage head of its international business. Singh was & Kenneth, Ferzad AXN and will report to Yagnik who will continue chief operating officer of MediaPro and helped Variyava, ECD, has to report to N P Singh, CEO, MSM. drive growth at the broadcaster’s distribution joint put in his papers. Before joining MSM, he was SVP and business venture (with ZEEL), MediaPro. His next move is still FERZAD VARIYAVA head, English channels cluster at STAR India. Singh will move to STAR International once unknown. Variyava He was promoted to the post in 2010. Yagnik has the transition of MediaPro is complete. He will joined L&K in August, worked with ITC, Hindustan Unilever, STAR relocate to the United Kingdom. „ 2013. He operated from Mumbai and worked on accounts such as Renault, Club MARKETING DIGITAL Mahindra and ING Vyasa, among others. bibo Group heil Worldwide opportunities. Earlier, Variyava Ihas appointed CSW Asia has Percept Knorigin was associated with Rammohan appointed Avinash Online or PK Online Publicis Ambience in Sundaram as CEO Joshi as media director has promoted Cauvery the same capacity. of its advertising and social media head. Adiga as chief operating Jiten Bhagat has ARJUN SEN business, ibibo Ads. He will be responsible officer since April. It is been appointed as Earlier, Sundaram was for the agency’s social a new media company chief operating officer (COO), Percept/H. chairman and MD at media practice. He incubated by Percept He will be responsible for strengthening the PlatformPlay Media moves from Sapient and Viraj Malik, MD strategic planning and integration function, Ventures, which Nitro where he was and CEO, PK Online, overseeing the entire operational functioning has now been fully RAMMOHAN SUNDARAM digital account director in 2007. Adiga is the and business of Percept/H at a national level. merged with Smile and social media lead. co-founder of PK Aditya Jaishankar has been appointed Vun Group’s (SVG) Precision Match. Digital Quotient Online. „ national planning head at the agency. He will Lloyd Mathias has joined Hewlett-Packard has appointed Bhaskar report to Amitava Mitra, CEO. Jaishankar has India as chief marketing officer. In his new Singh as sales head for moved from JWT Mumbai. With about 15 years role, Mathias will be based in Gurgaon and will its audience marketing of experience, he has worked with Rediffusion, look after the marketing communications of the platform. Singh will Drshti, Ogilvy & Mather. company. head the nationwide Famous Innovations has appointed Arjun He has replaced Ranjivjit Singh, who recently sales strategy and Sen as head of business. He will work closely quit the company to join Samsung as senior vice revenue generation with its founder and CCO Raj Kamble, head of president - corporate marketing. for Digital Quotient strategy Arun Raman and CFO Kamal Mandal. A senior marketing / general management with a focus on Sen joins the agency from Contract Advertising, professional with 24 years experience, Mathias business development, where he was senior vice-president and unit has worked in telecom and consumer goods in establishing contacts head. In his 19-year stint, Sen has worked with India & South Asia.„ and creating growth BHASKAR SINGH Ogilvy, McCann and Contract. „

34 afaqs! Reporter, May 16-31, 2014