CCI NG 3.7 Product: ETMumbaiBS PubDate: 05-04-2017 Zone: BrandEquity Edition: 1 Page: BEFP User: sandesh.pingale Time: 03-31-2017 23:26 Color: CMYK

THE ECONOMIC TIMES APRIL 05-11, 2017 INSIDEBE Hindustan WILL SBI’S NEW Unilawyer LOGO MAKE BACK WITH Is the FMCG major as litigious IT COOL? A BURP: FROOTI as it seems to be or is lawyering up GETS FIZZY The oldest bank in revamps its last resort? one of the country’s most Soon after, Dettol anti- identifiable brand identities BY DELSHAD IRANI septic soap and Lifebuoy & AMIT BAPNA found themselves saying MUMBAI “Milord, I object!” In the case BY RAVI BALAKRISHNAN of Colgate, HUL aired a com- MUMBAI he ongoing le- bative Pepsodent ad at the start gal battle be- of a long-weekend giving Colgate he new logo of SBI set to be unrolled this tween Hindustan no option to invoke the law. The Tweek brings many changes with it. Gone Unilever and Water Wars saw HUL’s Pureit fight- is the long form State Bank of India. Gone ACES IN MY POCKET Gujarat Cooperative ing Eureka Forbes over disparaging too is the tagline that’s accompanied its logo: indievibe Milk Marketing ads. And there’s the evergreen Safedi ‘The banker to every Indian.’ In its place is the T recognisable blue keyhole logo, and just SBI. Federation Wars between Rin and P&G’s Tide. If you are the sort of person who is averse to the twitter (GCMMF), the makers of Amul, Being the “traditional” organisa- index change, now is the time to start thanking your over the debate of ice-cream versus tion HUL is, it would be safe to as- stars. Things could have been different, a lot On XX 2 frozen desserts, has been aptly, al- sume that the company doesn’t more different. Dinesh Menon, beit unimaginatively, named by the think combative communication, chief marketing offi cer at the NOT A FLAVOUR press and people as a “Cold War”. whether directly aimed at it or not, bank said there was a serious SBI OF THE YEAR But, in the past, HUL has been in is any laughing matter. Or an invi- discussion about dropping the INITIATIVE. Water Wars, Toothpaste Wars, Soap tation to take light-hearted digs at old logo entirely, before they ALMOST Suresh Narayanan Wars, White Wars, Kitchen Wars and each other as many “startuppers” decided it would be better to Nestle Shampoo Wars. do today. A little friendly fire, if you “shed the old skin and get a DROPPED In the last decade, the country’s will. A former HUL marketing head new look.” The familiar keyhole logo ITS ICONIC “WE WERE biggest consumer goods manufac- told BE on the condition of anonym- turer and maker of Dove, Clinic ity, that the FMCG major is “not a was designed in 1971 by the NEVER A NID. Its designer Shekhar KEYHOLE Plus, Lifebuoy, Pepsodent, Kwality tame organisation”; “Any communi- CHATEAUBRIAND Kamath, in a post on Quora, Wall’s, Vim, Rin and Surf, among cation showing them in a bad way is OR OLYMPIA explained it represented the LOGO AGENCY” others, has found itself regularly not taken lightly.” Especially in cat- tokens that were issued to Madhukar Kamath locked in court room scuffles with egories where it’s the market BORA ANIRBAN customers at banks, and was kept deliberately DDB Mudra competitors over either theirs or leader, HUL is hard-pressed to simple so even a bank manager in a remote On 3 XX its own combative advertising, respond by slapping a legal no- part of the country could commission a wall whether issued in public interest or tice on transgressors. painting. The reason the blue circle survived the company’s. In the long-drawn Ten years ago, there wasn’t any cesses. For example, every single course of action is a letter to the of- was that it had started to look cool all over case of Reckitt Benckiser’s ‘Dettol set policy on deploying legal. As packaging decision has to be run by fending party, and an appeal to the again. As Menon observes, “ too has a Healthy Kitchen’ cleaner versus another former employee points the legal head. ASCI. In its most recent high-profile similar logo tilted sideways. As banking is HUL’s Vim, the first shot was fired out, “If there was a claim made that With the frequency with which case, HUL, according to industry redefi ned by the digital revolution, we felt this + by Dettol and HUL hit back with would hurt the brand’s prospects, HUL has dragged others or has been sources, gave Amul almost 20 days logo can take things forward.” Young “a harsh antiseptic or the power of the legal course would be taken.” He dragged by others to court over ad- to respond to its letter. That’s a According to Menon, this is an attempt to Lions’17: 100 lemons - which one would you adds, HUL has always been rather vertising, one can’t help but wonder life-time in marketing because by contemporise the brand identity which coincides with its merger of associate banks including choose to clean your child’s tiffin?” strong on their internal legal pro- is HUL as litigious as it seems to be? then Amul’s ad that draws on the From Cubs State Bank of Bikaner and Jaipur, State Bank of While the above evidence would distinction between ‘milk-walla ice- To Kings Hyderabad, State Bank of Mysore, State Bank of make a jury unanimously go ‘guilty cream’ and ‘vanaspati- walla frozen On XX 4 A FORMER HUL EMPLOYEE SAYS IT ISN’T A ‘TAME’ Patiala and State Bank of Travancore as well as as charged’, however we might be dessert’, without naming the com- the Bharatiya Mahila Bank. inclined to believe that pursuing petition, had been viewed millions ORGANIZATION. COMMUNICATION SHOWING THE >Continued on Page 4 legal action is typically not the of times. FMCG IN A BAD WAY IS NOT TAKEN LIGHTLY least resort but the last. The first >Continued on Page 4 CCI NG 3.7 Product: ETMumbaiBS PubDate: 05-04-2017 Zone: BrandEquity Edition: 1 Page: BEPER1 User: sandesh.pingale Time: 03-31-2017 23:29 Color: CMYK

Each and every one of us unknowingly played MADE FOR INDIA 2 a part in the obesity problem - Indra Nooyi APRIL 05-11, 2017

the FROOTI GETS FIZZY twitter index BACK WITH A BURP

The weekly Twitter Advertiser Index lists the brands which have generated most engage- Can Frooti Fizz, with its ‘mango meets may lead to a better connect with the ment with users on the platform fizz’ formula, reignite passion for the 18-35 year old consumer, a segment that has not been a very strong one for PRESENTING THE BRAND ENGAGEMENT INDEX A S ON 22ND M A RCH 2017 32 year old brand? Frooti, thanks to the brand’s moor- ings as a drink preferred by children. The index looks at the live list of all advertisers on the platform and measures the total number Explains Jitender Dabas, CSO, McCann of user engagements with all the tweets that they BY AMIT BAPNA Worldgroup, “carbonation essentially sent out that week - specifically this is a sum of MUMBAI adds excitement to the mouthfeel of a THE AGENCY all the replies, retweets and favourites across all tweets that week. fruit beverage. It can increase the ap- “NADIA AND TEAM 1. @OppoMobileIndia he reactions on social peal amongst young people and media to Frooti Fizz, expand the segment of fruit ARE DECISIVE AND Following the buzz Oppo created on which was launched based drinks.” The ex- the platform for the launch of the F3 OPINIONATED” last month, have ranged tension could add back plus, this week the conversations were from disbelief to trepi- some ‘fizz’ to the mother Jessica Walsh, partner at New York around the dation to anticipation. brand’s equity as well, based design agency Sagmeister & launch event T Sample these: “This will adds Dabas. As per the Walsh shares the experience of work- itself. Oppo either be the greatest or the worst move for Nielsen Global New Product ing with her first ever Indian client, and drove con- Frooti.”(Deepak D’Souza on Twitter) “I Innovation Survey, 63% of the Frooti Fizz creative journey versations wonder how that’s going to taste now.” consumers say they like it by asking (Muhammad Farid on Twitter). when manufacturers introduce The Frooti Fizz journey people But Nadia Chauhan, joint MD and new products, and 57% say they We’ve worked on Frooti Fizz since the to tweet start, collaborating with the team for with #OppoF3Plus and promoted a CMO, Parle Agro is confident that with purchased a new product during Frooti Fizz, the burp is being retained, their last shopping trip. naming, creating the logo mark and live Periscope feed of the launch. Over visual language for the brand, execu- 170,000 people watched the video. This the value of which is immense in this The launch is being backed by a mas- category. “With this launch, we are sive `100 crore marketing budget: Alia tion of the campaign, strategy for brand sneak peek into an otherwise exclusive personality and everything in between. event generated a lot of engagement. talking to not just the mango consumer Bhatt is the face of the campaign cre- but a much larger audience, including ated by New York-based Sagmeister & We teamed up with director Clim from all kinds of synthetic drinkers looking Walsh. In addition, the brand has also Hornet, who conceptualised a simple 2. @ short film which illustrates a mango turn- Flipkart at healthier alternatives,” she says. announced its first ever association The launch timing is significant. with the IPL (Indian Premier League) ing into Frooti Fizz. We also developed Flipkart a library of optical illusion patterns that Carbonated beverages have been fac- as on-air sponsor this year. generated trick the eye: they appear to animate and ing sagging sales and an imminent Many feel the Frooti Fizz extension a wave of move even when the images are static. threat of a sugar tax. In such an envi- is a risk, but then the choices fac- conversa- This will surely stop viewers in their ronment, adding fizz to Frooti does not ing a 32 year old brand in an ultra- tions around tracks when they see a moving billboard seem that far-fetched an idea. Chauhan competitive category, are limited. the brand’s or bus stop shelter that’s not even a aspires to take the fruit plus fizz seg- Views Siddharth S Singh, asso- #FlipkartElectronicSale by throwing rid- screen! dles and other forms of gamified content ment — which was created by Parle something from somewhere and adapt largest brand with a 65% share. ciate professor - marketing, The branding challenge Agro with Appy Fizz some years ago — to here. Our R&D systems are nowhere This launch hopes to makes the ISB, Hyderabad and Mohali, at users. We’ve seen a lot of brands run The challenge was to merge the two vi- to a `4000 crore category by 2022. Says else but India.” flagship sexy by adding carbonation “Leveraging the popular contests on Twitter but Flipkart’s contest sual languages from the existing brands Chauhan, “We are not trying to adopt At `600 crore, Frooti is Parle Agro’s to the age old Frooti formula. Which Frooti brand to extend offerings stood out from the lot. (Frooti and Appy Fizz) so the consumer into this category makes sense for Parle, would feel the familiarity while also 3. @ YouTubeIndia THE CLIENT “IT’S BEEN THE MOST PRODUCTIVE CLIENT-AGENCY RELATIONSHIP” since the alternative would be to create recognising it’s a fresh new evolution of YouTube India continued its strong run a new brand which would be expensive these popular brands. in the Brand Index this week by engag- Nadia Chauhan, Joint MD and Planning (and working) view of all ongoing projects call with 5 countries sitting and significantly riskier.” The India connection ing with the YouTube community on CMO, Parle Agro on the three across continents and the status. together across the globe. The fizzy fruit drink is still a small This is our first client in the Indian mar- Twitter. While the past week was about year old long-distance part- This is our third The entire process is focussed part of this underpenetrated category. ket. Nadia reached out to us to do the nership with New York-based Their USP: Collaboration around growing the creative building buzz for the Fan Fest in Mumbai, Each of my project with In total, 1.25 billion people in India brand campaign for Frooti several years this time it Sagmeister & Walsh campaigns S&W (after Their collaborative approach thought and nothing else. drink 5.9 billion litres of soft drinks ago, and after that, for Appy Fizz. was about in the last Frooti and is so different from the Indian in a year, as per Nielsen. This makes A tough client? celebrating Keeping it simple has three years have Appy Fizz way of working which is all Pleasure of working with a India’s per capita soft drink consump- The Parle team are decisive and opinion- the Fest. worked delivered more rebrand- about being protective and design-focussed agency tion large, but 1/20th that of the US, ated but in the best way possible. They than any of the The brand It has been the most pro- ing). We territorial – individuals as well S&W is a boutique agency, 1/10th of Kuwait, 1/8th of Thailand and have a great sense and instinct for what ductive client agency campaigns in as the companies. Each of my primarily design-driven, and continued to the past plan the Philippines. The potential is there. As will work well in the market. It’s been lead conver- relationship. In the last entire year, campaigns in the last three currently, we are the only per ad-man turned filmmaker Milind a collaboration and organic process of sations with 13 years or so, I have in advance. years have delivered more ones they do advertising for. Dhaimade, who has worked on Frooti working together to achieve the best engaging not enjoyed adver- There are no last- than any of those in the past Design as a discipline is not as for many years at Everest, every 5 years result. content from tising as much as minute deadlines. We have and each has been a col- evolved and hence deployed or so, a generation growing on Frooti Any India plans? influential I have in the last use an online collabo- laboration with people from enough in India by brands, grows out of it, and to remain in that Our goal has always been to stay small, content part- 3 working with ration tool called different countries. There when they should, in a market space is a constant challenge. Activities which allows us to oversee each project ners. The Jessica (Walsh) Basecamp which have been times when we like this that is so visual and so like these could help in keeping it desir- carefully and give it all our passion. For YouTube Fan Fest emoji continued to en- and S&W. allows us a full have been in a conference- colourful. able, he says. now, we’re not planning on expanding. courage people to keep tweeting about [email protected] the fest and to YouTube. It also gave fans who couldn’t make it to the fest an exclu- sive sneak peek into the event. Three things that set Pocket Aces the other English content on his phone apart from content players like inside the elevator. “One day I get into 4. @RenaultIndia the lift coming back from the gym and he AIB, TVF, Scoopwhoop, and The Another steady performance from Aces In My Pocket points at the stuff I’m holding and says: Renault that continued to drive engage- Culture Machine Resistance bands? I was blown away by ment around the colours of the Kwid the kind of exposure he had. Vinod is a Climber (blue and orange). It asked peo- clear case of under-utilised potential. ple to continue tweeting to the handle BY SHEPHALI BHATT A super intelligent guy who would’ve with their creative take on the colours. MUMBAI topped out at 50 earning `30,000 a month at best. Give him a chance and 5. @AmazonIn “So, what do you think of Pocket Aces,” he’ll make 10 times that amount,” says Amazon used this week to drive con- we ask a popular local content player. Suresh. Arole now handles company’s versations and awareness around the “They’re trying to do what ScoopWhoop accounting management besides being launch of the does and that itself is a copy of the office boy whose favourite pastime Redmi 4A - BuzzFeed,” the person says, is watching NatG eo and W W E. “My vi- which was promptly. A sweeping state- sion is to have him run the produc- launched on ment, but not too far from tion in the company, someday. the platform, the truth given Buzzfeed It’s all about processes, making targeting a and Scoopwhoop (along them efficient, and judgment fairly large with AIB, TVF, Y Films) are calls. And he has good judgement and enthu- competition for this content calls,” adds Suresh. siastic tech company, set up in December Pandita chimes in: “One of the key rea- audience on Twitter in India. They used 2013, that runs Filter Copy (multi- sons we created this company was to a video asset to drive the conversation. media snackable content), Dice give people a chance to make a viable ca- The video got over 540,000 views till Media (long form videos), and Gobble reer out of content.” Pocket Aces counts last count. (all things food). What differentiates two people as its chief writers: Kartik them in this tiny content ecosystem? Krishnan (long form) and Dhruv Sehgal Is it the fact that they recently got `20 (short form). Sehgal (25) wrote their most SIDETAKE crore worth of funding from invest- popular web series to date - Little Things ment world’s Dharma/YRF equivalent - with next to no experience in commer- Apple’s latest hire is a - Sequoia Capital India? It’s not like cial writing for digital. “Kartik has been IMAGING: BHAVIN GAJJAR BHAVIN IMAGING: sign that it’s focusing on Sequoia was the first investor on board, (L-R): Ashwin Suresh, Anirudh Pandita, Aditi Shrivastava, Kartik Krishnan, Dhruv Sehgal, and Vinod Arole writing for eight years or so and has some services, not devices but it was the one that put Pocket Aces films to show but he knows the struggle Gabriel on the map, so to speak. “Even inves- Swiggy, Furlenco, and Velvetcase? Andheri office, twice. Six hours of con- India after having worked in the US and he went through. Here, he has put out so Cubbage, tors who disappeared on us initially, Not quite. You may find overlaps in versations later, we found three things the UK. “We don’t have a celeb circle,” much content,” says Suresh. Apple’s latest were suddenly eager to fund us post the other players’ clientele. Could Pocket that set them apart: says Pandita. “Being a Ranbir Kapoor hire should Sequoia news,” says Ashwin Suresh, Aces’ content be more relatable, as in the film industry has its advantages. They’ve not sold out. Yet. give you a good clue the founder. But this isn’t pointed out by Kapil They are outsiders to the galaxy Even if 15 of your films flop, it doesn’t Unlike several other startups and in- about where the only content player to indievibe Hetamsaria, founder & Pocket Aces lists three people as co-found- matter. Shah Rukh Khan doesn’t have dies that want publicity from the word its priorities have gotten professional CEO of Velvetcase - a de- ers: Ashwin Suresh, Anirudh Pandita, that luxury. It’s a disadvantage of not be- go, Pocket Aces relied on its content to lie. The new guy VC funding (Controversy’s current signer jewellery marketplace that has and Aditi Shrivastava (also Suresh’s life ing a part of a circle.” It’s an advantage too get the much-needed foot in the door. doesn’t have favourite TVF was backed by Tiger collaborated with the company several partner). All of them have grown up out- because you bring a fresh perspective of Where some content players succumbed anything Global, early last year). times? But then, how would you explain side India, in either Dubai or Kuwait, and your own, he feels. to clauses like “taking the brand name to do with Is it the client list that boasts of names the traction all other contenders get? worked as investment bankers at Citi, Plus the three engineers-turned-invest- 42 times during the entire web series,” phones. Or watches. Or from Marico’s Saffola, and Red Chillies To find out what really distinguishes Bank of America, and , ment bankers-turned-contentwallahs Pocket Aces created 14 pieces of content cars. Or aug- Entertainment, to the likes of Tinder, them, we met the core team in their respectively. In 2011, the trio moved to have their Ivy League alumni networks for Velvetcase in a span of 3.5 months mented real- that very few others in the space can boast with no complaints from the audience, ity glasses. of, with names like University of Illinois, claims Shrivastava. “Even then the Apple’s new- est employee The trouble when it’s showtime in Poker The Wharton School, and Princeton brand’s search traffic went up. It shows is Shiva University. “It really opened the doors we were facilitating conversion without Online content has not been monetised What makes investors bullish slices of the audience online.” Rajaraman, of investment for us here. I always say, a fooling the audience.” The audience is a veteran product manager who most well in India. about content market scal- More helpful than Sequoia’s recently worked at Spotify, and Google Wharton degree is like a membership of smart and on digital, they can easily tell a) YouTube reportedly makes little money off it. ing up and their investment silence, it still didn’t answer before that. According to his LinkedIn in the likes of Pocket Aces? our question though. And the Breach Candy Club,” he quips. you if you do something uncool. Pandita profile, Rajaraman was responsible for b) The product is the video. Success of one Sequoia Capital, interest- maybe it is too early to have recounts one such critique they got for a Spotify’s end-to-end consumer experi- doesn’t guarantee success of the other. They want to make everyone rich. video on Gobble: “It was for a strawberry ence, “including apps, features, and user ingly, declined to comment. an answer. As another early- experience”. At Google, he worked on c) It is dependent on celebrities who can get too Another investor, Pranav stage investor in the com- Even the Office boy kheer where someone said it was just gar- recommendations, search and helped demanding once they attain even a modicum of Pai, Partner at 3one4 Capital, pany says on the condition The most interesting facet of the Pocket nished with the berries. That way one can creators make money. In short, he’s helped fame. says: “As a content creator of anonymity: “Monetisation Aces story, for us, is their office boy make ‘Chammach kheer’ also because two of the best software companies get Vinod Arole. Arole is a 23 year old who you put a spoon in it.” No ‘yeh bik gayi hai to where they are. That matters for Apple. d) There needs to be constant investment in pro- in this environment, the op- follows engagement and con- isn’t even a “matric pass” and yet can Gormint’ comments yet though and they Revenue from its “services” business was duction which may not always justify the returns tionality in revenue streams tent has good engagement up 18% to $7.1 billion (£5.6 billion) in Q1 this beat several educated adults at Kya plan to keep it that way. because traditional clients still don’t spare the is much stronger when you in India. You can’t connect year. That’s more revenue than the iPad, aap paanchvi pass se tez hain! He was [email protected] and faster growth than any other product lion’s share of their marketing budget for digital. can demonstrate repeat- all the dots when you make category including iPhone. able connections to several early investment.” Suresh’s find, a lift man in his building Read the full story online at Source: Business Insider who would always be watching some or etbrandequity.com CCI NG 3.7 Product: ETMumbaiBS PubDate: 05-04-2017 Zone: BrandEquity Edition: 1 Page: BEPER2 User: sandesh.pingale Time: 03-31-2017 23:29 Color: CMYK

The biggest constraint of the next 100 years of computing is GLOCAL BUZZ 3 the idea of metaphors - Evan Spiegel THE ECONOMIC TIMES APRIL 05-11, 2017

SIDETAKE World’s biggest startup campus Not A ‘Flavour Of The Year’ Initiative spected and ubiquitous source Nestle’s chairman of news for the kind of people we & MD Suresh want to address. And secondly, there was a mutual synergy. The Narayanan tells BE Times Group is looking at ways and means of enhancing creative the FMCG’s Educate content in print so it remains The Girl Child relevant, and we are looking to enhance creativity in our com- programme is not a munication to get our message across in a stronger, more imagi- flash in the pan native way. The third part is as a company, we It can’t just be communication. And this had a salutary impact on also in contributions. There’s no have numerous ‘creating shared Kit-Kat, Nescafe and Maggi their appreciation of purpose and commercial interest in for us. What according to you would be the BY RAVI BALAKRISHNAN value’ initiatives. One of them reach so many homes; we did the role played by the organisa- ideal outcome of this partnership? MUMBAI is the healthy kids programme that on over a 100 million tion in addressing larger What have you planned for the next We’d like to see that educating the which has 150,000 beneficiaries. packs. To reach people social issues. phase of the campaign? girl child initiative translates into When it comes to hobbies, some Why did you decide on the Educate We notice girl children drop out through traditional me- We have to constantly look for greater awareness and admission tech billionaires are off trying to the Girl Child initiative? really early, because they are not dia is one thing. But it’s What have the results been? creative solutions in terms of le- of children into school. Secondly, buy land in New Zealand to pre- pare for Doomsday. Not Xavier From an economic development being allowed to continue school, very satisfying to put the A fairly substantial jump veraging print and other modes we will be well served if commu- Niel, who is one of France’s perspective, you can’t leave out half or due to other issues related to hy- message on a favourite in the number of people of communication in order to nication through Power of Print richest men and worth £7 bil- of humankind. It’s been said when giene and safety. To continue this brand that the consum- accessing disseminate this very important leads to an increased awareness of lion, according to Forbes. Niel is you educate a girl, you educate a programme, it’s important we ad- ers have in their hands. Nanhi objective. Which is where the col- the cause. spending his millions turning an old railway depot in Paris into family and it has positive impacts dress the issue of educating the girl Kali and laboration with The Times Group what he claims is the world’s on parameters like infant mortali- child. It’s not an emotional issue or What sort of an impact and Power Of Print comes up. We Considering this is a problem that’s biggest startup campus. It’s the ty, maternal mortality, child nutri- one of conscience, but one of social did it have? are excited by the unique oppor- not going away any time soon, is first space of its kind in the city, tion etc. Secondly, in partnership and economic development. Very positive. It tunity to get the creative juices Educate The Girl Child going to be a housing up to 1,000 international startups under one roof. The with Nanhi Kali, a highly respect- proved we were seri- of different people and agencies priority 5 or 10 years down the line? building is based in Paris’ 13th ed NGO, we are trying to move the You changed the packaging of your ous about the cause across the country flowing, and to For us, this is at the centre of our arrondissement, an area mostly dial on consciousness, but more flagship products to push the mes- and made fundamental have a national platform that The nutrition education programme. If known for warehouses and Chinese restaurants, local VCs importantly in contribution and sage. Was that a hard decision? changes in the approach Times Group offers to propagate it has to succeed, girl chi ldren need told Business Insider. Station F is action. What I hope and pray is It’s a pioneering step. But we took taken to communicating. Our pas- the cause we espouse. to be part of it. It’s not a flavour of still a building site, but the first this motivates people individually the call as a company. If you are sion resonated with consumers. the month or a flavour of the year startups are due to move in dur- and collectively to be part of mea- passionate about a cause and Also, as an organisation of over Why did you decide to partner with initiative. It’s likely to be a sustain- ing the first week of July.. Source: Business Insider sures and steps to educate the girl want to valorise that purpose, 7,000 people, we have a young Power of Print? able platform in the future too. child or contribute to Nanhi Kali. you have to do things differently. population within the company. is a very re- [email protected] “We were BRAND EQUITY Times Ahead never a Knowledge Series

1. Professor Anup Kumar Sinha Former chateaubriand professor of Indian Institute of Management, Calcutta 2. Kamal Basu Head of Marketing & PR - Volkswagen Passenger Cars or Olympia Volkswagen Group Sales India Pvt. Limited 3. S Yesudas, MD & Co-founder, TRIGGERBRIDGE, Ex MD Vizeum 4. Thomas Xavier, solopreneur at agency” Transformer, a creative brand advi- sory, Ex-Chairman & National Creative DDB Mudra’s outgoing group CEO and MD Director, Orchard Advertising (A Leo Madhukar Kamath on the digital divide Burnett India Agency) and what’s next

BY RAVI BALAKRISHNAN MUMBAI

Mudra for a long time prided itself on being the original Indian agency in spite of a minority stake from DDB. Any memorable stories from then? When I met AG Krishnamurthy and joined Mudra in 1988, I had to unlearn all that I’d learnt in 10 years in the business. The top 3 to 4 rankings had never been disturbed. And here was a start-up aiming to crack the Top 5! One that was based out of Ahmedabad and run by a non-ad professional — AGK began as a mu- seum curator and came in from Reliance and Vimal. He did that by getting a lot of us young- sters and giving us responsibility. I had to grow Delhi and by 1990, Mudra was the third largest agency. A key chain we were given said 15 to 50 which was about the ambition to grow from `15 crore in billing to `50 crore. We were not a chateaubriand or Olympia agency — the chateaubriand steaks were associated with agencies in Mumbai and Olympia was the watering hole for agencies 60; on who is getting what facilities, who is out of Kolkata. In Delhi, we had a large office coming in at what time, how the cars are allo- in Safdarjung Enclave with 10 bedrooms and cated and things like that. The second lesson: chandeliers called Mudra House. Mudra as you grow, don’t walk with your head back- dreamed bigger than it was: the logic was let’s wards. Watching your back makes you para- get a big place, and grow to fill it up. We didn’t noid, and you never go forward. The insecu- have enough money to do up the office. rity it spreads in your team is incredible. A lso In 1990, Alan Pilkington of DDB was visit- as you grow and succeed, never be an ostrich. ing to formalise a tie up with Mudra — he was Never bury your head in the sand and become also in talks with MAA in . I sent oblivious to the world around you. Never keep our creative and management trainees, peo- harping back to the good old days. Hopefully, ple like Balki, Ramki, Pankaj Mridul, Vivek I’ve never repeated these mistakes! Srivastava — who would go on to head agen- cies, with `50,000 and told them to go shop. Your successors are a young, digitally driven We decorated one full floor till a curve in the team. What do you believe people on the wrong staircase. I made sure Alan never went up the side of the digital divide need to do to remain stairs! (Laughs). relevant? We had very little business when we started, I don’t think anyone is on the wrong side; they but our huge conference room gave the im- are just not taking the effort to be on the right pression of it being a large agency. My entire side. People have adapted before: from black new business strategy was getting clients over and white to colour, from only print to TV. You to the office for our second meeting. Our first had to learn a different language in terms of M NC client was Sanjay Sehgal of Nestle who’d media, creative and execution. If you want previously worked with HTA. We called in to be relevant, you should reorient yourself people from other offices to fill the desks, since SOME OF MY rather than lamenting that you are not rel- we didn’t have enough people at the time and evant any more. You need to be thinking ‘how he was coming to inspect us. BOSSES do we build business where there are none TAUGHT ME today?’ Also, you ought to work with bright What were some of the things that you learned youngsters and great talent; that enthusiasm to do and learned not to do through your time in WHAT NOT rubs off on you. advertising? AGK taught me to be the wind beneath the TO DO . FOR What’s next on your agenda? wings; that you can command from the rear, I’ve not thought anything through. One of learn to trust and recognise ability. That INSTANCE, the things I’ve always wanted to do is travel. coupled wonderfully well with DDB’s Keith DO NOT MI- Doing all the 29 states of India, spending time Reinhardt who spoke of the freedom to fail and at each of them, tops the list. I’m already get- the freedom from fear. CROMANAGE ting a few calls: for once, I have the pleasure of Some of my other bosses taught me what not sitting back and listening to options. to do — may all their souls rest in peace. For WHEN YOU [email protected] instance, do not micromanage when you are ARE SIXTY Read the full story online at etbrandequity.com BHARAT CHANDA BHARAT CCI NG 3.7 Product: ETMumbaiBS PubDate: 05-04-2017 Zone: BrandEquity Edition: 1 Page: BEPER3 User: sandesh.pingale Time: 03-31-2017 23:28 Color: CMYK

We live in a world in which courage is in BE CLASSIC 34 less supply than genius - Peter Thiel THE ECONOMIC TIMES APRIL 05-11, 2017 Young Lions’17: From Cubs To Kings

MARKETING BRIEF THE PRINT BRIEF The online battle between Chiptart and Parazon is Reading a newspaper first thing in the morning is a heating up with high blitz ad campaigns, mega sales Here are the teams strong habit with millions of Indians. However in re- and discounts. Research reveals brand loyalty is very cent years, young digital natives prefer to read news low and consumers are merely looking for the best that will be going on apps. This is not good news for the newspaper deal. They compare prices and buy from the site that to the Cannes brands; as current loyalists age, the morning habit will has the cheapest option. Your task is to build loyalty die out. What should newspaper brands do to build through differentiation beyond price. As the market- Lions 2017, having interest for the young audiences who are today indif- ing head of Chiptart, how will you achieve this? ferent? How do they make them readers and get back Come up with an all-round marketing plan that im- proved themselves to the daily habit? proves percentage of repeat customers, loyalty levels, in a tough fight, Budget: `100 crore conversion rates and overall value per transaction. squaring off against Budget: `150 crore the best, brightest and youngest in the country

hrough the course of the Young Lions, one felt some of the T gloom about the ad- vertising and mar- “All the judges felt keting business recede. If the that while there industry keeps some of these THE MEDIA BRIEF Sachit Handa and Vikram Shashimohan (Hindustan were some really Unilever) bright women and men in its In a market cluttered with payment wallets fold – all under the age of 30 — and wallet options from banks, your client, smart as well as bold ideas, none Mithila Saraf and Nishad Jagtap (Famous Innovations) “The teams that stood out in my judging session things aren’t likely to be as bad PHIM, is a late entrant. The advantage you of them estab- were the ones that came with a strategic thinking as the numerous doomsayers have is this app is backed by the government lished a strong “There were some great ideas and good presen- as the foremost requirement, followed by the would have you believe. and works even on feature phones. Come Irrespective of category, up with the media strategy to make people, business linkage. tations but you don’t judge just that. You judge clarity of thought and other parameters. Overall the best presentations came especially the non-tech savvy ones in lower None of them had whether the team that wins here will be able to it was a good bunch, the case studies were real, from a place of clear-headed SECs, adopt this app. done a thorough fight the best at Cannes Lions.” practical and real life studies and hence were thinking, a great strategic un- job of understand- —Amer Jaleel, Mullen Lintas hotly contested.” Budget: `200 crore derstanding of the brief and ing barriers to — Sujit Ganguli, ICICI Bank the target consumers and an the category and awareness of the communica- why competition tion tools at their disposal. does well. Nobody Like we mentioned, these victories have been earned used any props the hard way. The judges were also. Presentation not in a particularly obliging doesn’t just mean mood and teams were fre- a PPT.” quently grilled on the finer as- — Kartik Sharma, pects of their plans and asked Maxus South Asia to justify their decisions. To those who didn’t win this (Top to bottom): Manas Mishra,MD, time around, there’s always Mediant; Tanmay Mohanty, group next year (provided you are CEO, Zenith India; Kartik Sharma, MD, (L-R): Sanjeev Bhargava, director, Times of India; Anitha still under 30). To those who Maxus South Asia; Premjeet Sodhi, Krishnan, marketing head, Birla Estate; Sujit Ganguly, (L-R):Hemant Shringy, ECD, BBDO India; Ashish Khazanchi, did, congratulations. Make COO - Initiative, IPG Mediabrands; NP head - brand and corporate communications, ICICI Bank; LK managing partner, Enormous; Amer Jaleel, chairman & CCO, India Proud. Satyamurthy, ED, DDB Mudra Group Gupta, founder, CMO Now Ronnie Thomas and Tejas Shah (PHD Media) Mullen Lintas; Tista Sen, SVP & NCD, J Walter Thompson

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able to define the rules of engage- tweaked and the patent infringe- Hindustan Unilawyer ment in the future. Company in- ment would therefore be invalid. Will SBI’s New Logo... siders, who wish not to be named, While combative advertising is SBI’s CMO Dinesh Menon bank of India and therefore Clearly, HUL’s letter to Amul told BE that typically HUL prefers not new, we’ve seen this genre of says, “We were initially Before everyone’s bank. And so was met with an unsatisfactory to sort out differences out of court ads make a vengeful comeback in not thinking of doing it’s time we had the guts response thus landing the mat- instead of being strapped with recent times. The device’s most pro- the rebranding together to drop it. Like they say ter in Bombay High lengthy and often expensive legal lific user today is Patanjali, every with the merger. But less is more.” Court. While the com- battles. In 2011, for instance, in one of its ads made to expose “real once the merger got de- What matters more pany did not respond to an unprecedented move the com- facts” about the competitions’ prod- ferred due to demoneti- than logos and taglines questions about its gen- pany appointed four ucts. Brand consultant sation, we felt it was the After to customers old and eral approach in these retired HC judges HUL PREFERS Harish Bijoor, and a for- right thing to do; to kill two new is service. And while cases, and when and as independent om- mer HUL employee him- birds with one stone.” SBI weathered demonetisa- under what cir- budsmen in differ- TO SORT ITS- self says, “To an extent I SBI has revamped its blue tion fairly well – it shot up cumstances ent regions to resolve do believe Amul always and giving the B a few de- the ranks on Brand Equity’s it opts for le- cases filed against the DIFFERENCES had this campaign in signer touches, all of which Most Trusted Brands sur- gal recourse, company by its sup- its back-room. The bra- resonated well during re- vey from 35 to 5 – its deci- on the cur- pliers, distributors, WITH OTHER vado to take it out into search. Oddly enough, in won the day for the abbrevi- sion to review charges and rent matter stockists and retail- the drawing rooms of spite of topping the Twitter ated name is the belief that it impose fines on customers in court it said: ers, as reported by BRANDS OUT Indians has come from index several weeks run- is more in synch with today’s who didn’t meet minimum “HUL manu- The Economic Times. OF COURT, the Patanjali-style of ad- ning, Menon believes, “We’ve generation and technology. levels of deposits has earned factures and HUL’s executive direc- vertising. Patanjali is the not done a good job of com- What’s going to be missing it copious ire. At the time of markets both ice tor – legal Dev Bajpai SAY COMPA- new Indian Samurai on municating our wide suite of from the logo is The Banker going to print, messages of creams and frozen told ET then, “The this count!” Bijoor tells digital products. We want to To Every Indian line. The dubious provenance floated desserts in India. idea is to have an al- NY INSIDERS us to expect a lot more ac- contemporise and be seen as decision is purely design around on social media, Both contain milk/ ternate dispute resolu- tion of a similar kind for a progressive brand. We are led. Menon assures us hur- some making the charges milk solids and do not tion mechanism with today the eco-system for working on a dramatic digi- riedly “It doesn’t mean we’ve out to be a lot worse than contain vanaspati. We the whole philosophy of customer this type of ad warfare is just right. tal product and once we do ceased being a banker to ev- they actually were. It’s an filed the petition so as centricity and the main reason is The current Cold War flare-up isn’t that, it will add up to the digi- ery Indian.” The idea is to indication of how fragile to stop the airing of the resolution of matters.” HUL and Amul’s first public brawl tal face of SBI.” Abbreviating declutter and have a more brand reputations are in an factually incorrect adver- In another case that could have over ‘ice-cream versus frozen des- the name, while done and easily visible and identifi- age of hair trigger reactions, tisement on frozen desserts shaken up the fairness cream sert’. As of this writing, Bombay undone with monotonous able logo on advertisements mass rage posting and even being aired by Amul as it category, industry insiders told High Court had provided no interim regularity by ad agencies or sponsorships. Menon quicker sharing. Problems was creating apprehen- us when HUL found its patented relief to HUL and Amul’s ad contin- and the like (see the change doesn’t anticipate anyone that no amount of logo sions among consum- Fair & Lovely formula active in its ued airing. Whatever the final ver- from J Walter Thompson to missing the line too much: tweaking and contemporis- ers.” competition’s premium cream, the dict may be, what we know for sure is JWT to back again), is quite a “We’ve been living that phi- ing can fix. Self-regulation is key company chose to resolve the mat- that it will certainly leave one party departure from convention- losophy a long time. We’d like ravi.balakrishnan today so that ter out of court. It was decided that in a summer of discontent. al thinking at SBI. But what to believe people see us as the @timesgroup.com the company is the competition’s formula would be [email protected]

SIDETAKE: 30% of all Internet users will ad block by 2018

Ad blocking has grown than smartphones, and low, our definition of ad far beyond a mere that it is concentrated blocking excludes some niche phenomenon among younger inter- smartphone actions into standard prac- net users. that can have the effect tice for many savvy of screening out ads a Internet users. Here are some key user might otherwise eMarketer, the lead- takeaways from the receive, even though ing research firm for report: this does not fall into marketing in a digi- „ The percentage the technical category tal world, estimates of people using ad of ad blocking.) that about 25% of blockers is grow- „ Unsurprisingly, the US Internet users ing at a significant younger people are were employing ad rate, though blocking more likely than their blockers as of the end established much of elders to use ad block- of 2016. But the prac- blockers. This growing its presence earlier in ers. But the younger tice remains skewed usage of ad blockers the decade. eMarketer also conduct much of toward desktop/laptop wwis leading to new expects three in 10 their digital activity on computers and is less challenges for anyone internet users will be smartphones (where common on smart- who needs to get their using blockers by the ad blocking is less phones. In an earlier product in front of the end of 2018. feasible), which likely media era, ad blocking eyeballs of readers and „ Desktops/laptops— limits the amount of consisted of going off viewers. eMarketer rather than smart- blocking that occurs in to the bathroom when has put together the phones—are the main their typical digital day. commercials came leading report on ad venue for ad blocking. „ Ad blocking is still onto the TV screen. In blocking that analyzes The proportion of in a volatile stage, the digital era, it is a data from the com- desktop/laptop inter- and it is possible that bit more complicated: pany’s latest estimates net users who deploy some sudden advance Consumers deploy and forecast on ad blockers is more than in technology could technological means blocking in the US It twice as large as the greatly alter the rate of blocking ads, while shows that the practice proportion of smart- of blocker adoption by advertisers and pub- is much more common phone users who do so. consumers. lishers try to block the via desktops/laptops (However, as noted be- Source: Business Insider

Regn.No.MAHENG/2002/6711Volume 16 Issue No. 14 Published for the Proprietors, Bennett Coleman & Company Ltd. by R. Krishnamurthy at The Times Of India Building, Dr. D.N.Road, Mumbai 400 001Tel. No. (022) 6635 3535, 2273 3535, Fax- (022)-2273 1144 and printed by him at (1) The Times of India Suburban Press, Akurli Road, Western Express Highway, Kandivili (E), Mumbai 400 101. Tel. No. (022) 28872324, 28872930, Fax- (022) 28874230 (2) The Times of India Print City, Plot No. 4, T.T.C. Industrial Area, Thane Belapur Road, Airoli, Navi Mumbai-400708 and (3) TIMES PRESS, Plot No. 5A, Road No. 1, IDA Nacharam Ranga Reddy District, Hyderabad-500076. Editor: Ravi Balakrishnan(Responsible for selection of news under PRB Act). © All rights reserved. Reproduction in whole or in part without the written permission of the Publisher is prohibited.