October 16-31, 2012 Volume 1, Issue 11 `100 30

VIKRAM MALHOTRA ANURAG KASHYAP COO, VIACOM 18 MOTION PICTURES FILM MAKER AND PRODUCER

A CONVERSATION ON FILM MARKETING The duo discusses the future of film content and marketing with a noted content researcher, Shailesh Kapoor.

12 8 38 40 PLUS FEVICOL Drifting Bond 14

HAVAS Just Another Name 16 IRS Q2, 2012 Report Card 22 CINTHOL CARTOON NETWORK PROFILE Youthful Turn New Avatar Alok Agrawal SAB To lure the youth, it has Ben10 is now avalaible on From advertising to The Fight at 8 PM 42 shed its macho image. print through a magazine. broadcasting. 245 million page views

No.1 Hindi website

Contact: [email protected] Source: Google Analytics EDITORIAL

This fortnight... Volume 1, Issue 11 EDITOR Sreekant Khandekar n the year 2000, I had the opportunity to interview Shammi Kapoor. During our conversation, he made a statement – ‘Me and you, we don’t PUBLISHER I Prasanna Singh October 16-31, 2012 Volume 1, Issue 11 `100 watch films’. That was the phase of Indian cinema, when the educated EXECUTIVE EDITOR 30 consumer stayed away from the theatres. Cinema, at that point of time, was Prajjal Saha meant for the masses or the front benchers. The storyline of these films, which SENIOR LAYOUT ARTIST was mostly formula driven, was aimed at this segment. This was when there Vinay Dominic were only single screen theatres in the country. PRODUCTION EXECUTIVE Andrias Kisku As the single screen theatres made way for multiplexes across the country, ADVERTISING ENQUIRIES VIKRAM MALHOTRA ANURAG KASHYAP COO, VIACOM 18 MOTION PICTURES FILM MAKER AND PRODUCER Indian cinema expanded its reach as well. Unlike other categories where Rahul Puri, (0120) 4077833, 4077866 A CONVERSATION ON Noida FILM MARKETING consumption gradually moves down the income ladder, only the well-to-do The duo discusses the future of film content and marketing with a noted Arunima Bhattacharya, (022) 40429702-5 content researcher, Shailesh Kapoor. can afford to watch a film in theatres now. The poor – yesterday’s consumers Mumbai 12 8 38 40 PLUS FEVICOL 14 can no longer afford it, certainly not in cities. Today’s filmmakers have Drifting Bond [email protected] HAVAS Just Another Name 16 IRS Q2, 2012 found a completely new set of audience, also called the multiplex audience, Report Card 22 CINTHOL CARTOON NETWORK PROFILE MARKETING OFFICE Youthful Turn New Avatar Alok Agrawal SAB To lure the youth, it has Ben10 is now avalaible on From advertising to The Fight at 8 PM 42 who watch all kinds of cinema, be it mass or class. It’s truly a new era of shed its macho image. print through a magazine. broadcasting. B-3, First Floor, Sector-4, Noida-201301. Indian cinema now. Tel: (0120) 4077800. MUMBAI This new era has given birth to a new breed of filmmakers as well. They 501-502, Makani Center, 5th Floor, Off Linking Road, Bandra (W), not only make thought provoking movies, the kind of films that are the critics’ Mumbai - 400050 favourites, but they also make money. Unlike previous years, when parallel Tel: +91-22-40429 709 - 712 cinema was only to be showcased at film festivals. Among the dozens of these BENGALURU S-1, New Bridge Corporate Centre, new filmmakers in the country, Anurag Kashyap is one of the best known. He 777 D, 100 ft Road, Indira Nagar, is famous for his story telling ability and his choice of off-beat subjects. Bengaluru - 560038, India SUBSCRIPTION ENQUIRIES While Kashyap believes in and makes a different kind of cinema, Viacom Akhilesh Singh, (0120) 4077837 18 Motion Pictures spearheaded by Vikram Malhotra funds and markets the [email protected] same kind of films. In the current issue, they have teamed up with content Owned by Banyan Netfaqs Pvt Ltd and researcher, Shailesh Kapoor to discuss the future of Indian cinema in terms of Printed and published by Prasanna Singh, content, reach and profitability. at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063.

Printed at Cirrus Graphics Private Limited B-62/14, Naraina Industrial Area, Phase II, New Delhi – 110028. Prajjal Saha Cover Photograph [email protected] Fotocorp CONTENTS 56 46 PLUS AFAQS! EVENT

India’s Biggest Event on the TV.NXT 2012 Business of Television VISA Media personalities meet at the third Daring to Dream 14 edition of the festival PresentsP to discuss TV CAMPAIGN TRAIL content, TV news, New TVCs, ads 28 Debating trends in the world’s second largest TV market digitisation and new revenue streams. LOCOBUZZ What’s the Buzz? 34 FEM 18 54 Bubbly Experience BUBBLE TV A hoarding releases bubbles Videos on Mobile 38 to convey the benefit of oxygen. STAR PLUS Wedding Wishes 54 POV 36 PARK AVENUE IDEA AAAI or Ad Club? Facing Up to the Task Magic in the Hat MTS Do we need two national level Selling a new concept: The The telecom player promotes Aggresive Expansion 56 advertising bodies? need to ‘recycle’ the face. its new ‘surprise’ offering.

afaqs! Reporter, October 16-31, 2012 5 TMI SURVEY 1(:6%8//(7,1 ([SHQVLYH2SWLRQV Sponsored by ndia has always been a price sensi- Itive market but of late, that does not seem to be the only criterion. According to the Handset Hotlist survey of The Mobile Indian, people Havells India> The electrical goods maker plans to open more than 200 ‘Havells Galaxy’ exclusive stores by the are willing to pay an average of up end of this financial year. Each retail outlet is spread across to `14,000 for their favourite mobile 1,000 square feet and offers end-to-end solution in electri- phone, which is almost double the cal goods including industrial switchgears, cables, fans, average price they were willing to CFLs, lighting fixtures and water heaters. Havells at present spend for a mobile phone in January has 169 Havells Galaxy centres across the country. this year. According to the data collected by a study of online preferences survey were bagged by Sony Xperia of about one million people who Tipo, Sony Xperia Tipo Dual and visited the website (www.themo- Samsung Galaxy S Duos. The major General Motors> The car maker is planning to launch up to eight new models over the next 5-6 years in the bileindian.com) in September this losers in this month’s list were country, as it looks to increase its share in the domestic year, the average price of mobile Samsung Galaxy SIII, which lost auto market. The company is also considering to double phones searched by Indian con- 15 positions, while LG Optimus L3 the existing production capacity of the Talegaon plant in sumers was `14,122. In January this lost 14, Samsung Galaxy Ace Duos order to roll out and meet the demand of its new models. year, Indian consumers lost 13, Nokia Asha MARKETING Besides, it is under discussion with parent General Motors’ searched for phones 305 lost 12 and Sony to export small diesel engines to other countries. with an average price In January, Xperia Neo L lost 11 of `7,883. Indian consum- positions. Commenting on Like last month, this The company is all set to the survey, the spokes- ers searched for month, too, Android- Rexton is the Mahindra & Mahindra> launch SsangYong Rexton in India by middle of October, this person of The Mobile based handsets seem first product from phones with an year. Rexton is touted to be the first high-end SUV under Indian says, “With average price of to be top of mind for the SsangYong the SsangYong banner manufactured from improvements in data Indian consumers. In `7,883.Now, that in India after Mahindra’s Chakan facility in India. The services and reduction this month’s Handset Mahindra national launch in Mumbai will be in data tariffs, peo- has nearly Hotlist, 23 of the top acquired the followed by a phase-wise launch ple are using mobile doubled. 25 handsets were across India starting from Delhi phones as their prima- Android-based ones, Korean company and Bengaluru. ry device for accessing while two were fea- the internet. And as a result, they are ture phones. exploring smartphones which give In the Handset Hotlist for them better internet user experience September 2012, six of the top 25 Toshiba> The company is targeting a five-fold jump in and for that, they are willing to spend handsets are from Samsung, five each its business turnover in the country to `5,000 crore in three higher amounts too.” from Micromax and Sony Mobiles, years. In order to achieve the targetted market share, the The spokesperson further adds, two from Nokia and Karbonn and company has also planned a marketing strategy which is “Another phenomenon that led peo- one each from LG Mobiles, HTC, in line with its brand marketing campaign. The company ple to go for better and costlier Asus, Intex and iBall. has already launched its festival promotion campaign with ‘Subho LED TV’ offer for the Odisha Market. Additionally, the smartphones is the reverse data bun- The Handset Hotlist survey company aims to sell about one million PCs and over two dling and data bundling agreements (October 2012) is based on a study million TVs during the next one year. between operators and handset of online preferences of about one companies.” million people who visited the In this month’s survey of The website in September 2012, and The beauty and slimming services firm is buying Mobile Indian, Nokia’s Asha 311 led searched for and viewed information VLCC> Malaysian counterpart Wyann International in a `100-crore- the list, followed by Micromax A87. about mobiles on the site’s Handset plus deal. The deal will give the firm access to Southeast Asian The third, fourth and fifth posi- section, which lists more than market apart from Asian rights for American cosmetics brand tions in the September list of TMI 2,000 models. Skin Nutrition. With the acquisition, it plans to expand Wyann centres in South East Asia and bringing the Skin Nutrition cosmetics brand to India. The beauty and wellness firm has QUOTE OF THE FORTNIGHT mandated banker JM Financial to help it raise about `300 crore. ‘‘We expect demand will pick up during festive season, PC Jeweller> The popular company which is planning but we have learnt not to to launch its initial public offer (IPO), has opened 10 new live in hope. We are drawing showrooms in north India at an investment of about `350 strategies to outperform the crore in the last one year. In September last year, the company had filed its draft red herring prospectus (DRHP) market to grow by 15-20 with market regulator SEBI to raise over `500 crore for percent during this period.’’ expansion and working capital requirement. PC Jeweller ARVIND UPPAL, MANAGING DIRECTOR, WHIRLPOOL INDIA ON had 20 showrooms across the country at the time of filing COMPANIES TRYING TO BOOST SALES IN THE FESTIVE SEASON IN THE the IPO document. In the last one year, the company has ECONOMIC TIMES. already added 10 new showrooms pan-India.

6 afaqs! Reporter, October 16-31, 2012

DISCOVERY NETWORK 1(:6%8//(7,1 7KH$GG2QV Sponsored by iscovery Science and Tamil. Discovery Turbo, the two Rahul Johari, senior vice-presi- Dtechnology-related chan- dent and general manager, South nels of the Discovery Network, will Asia, Discovery Network Asia Pacific, experience add-ons. While Discovery explains, “If any state has an inclina- Mobext> The mobile marketing network of Havas Digital, Science will have a 24x7 Hindi tion towards the local language, we carried out a global study, ‘Role of the connected device in feed, subtitles will be introduced have to follow the audiences’ liking the branding and buying cycle of a consumer’ with Inmobi, on Discovery Turbo. These will be and work accordingly.” the mobile advertising network. The study explained how available on all the cable and DTH Discovery was the first global net- consumers use their connected device, which in turn impacts platforms. The move aims to ensure work to launch a Hindi feed in the shopping and media consumption habits. Mobext also studied further penetration of the channels country, back in 1998 for its flagship ‘Asian Advertisers/Marketers’ attitude towards Mobile MEDIA in the Hindi language market. channel, Discovery. Marketing’ across 260 respondents in six Asian markets. Rationalising the move, the net- With the introduction of the work explains that language is a Hindi-language feed, Discovery substantial part of its business strategy. Science plans to launch few show Social Social Wavelength>Social media agency Social Thus, the flagship Discovery in the next quarter, including Wavelenght Wavelength has entered into an exclusive partnership ‘Prophets of Science Fiction’; ‘Dark with Canada-based Radian6 to be the latter’s authorised Matters’; ‘Alien Encounters’; ‘How becomes reseller in India. Radian6 provides a social media monitoring Tech Works’ and ‘Combat Tech’. Radian6’s platform for marketing, communication and customer support As for the subtitling of Turbo, Johari authorised professionals. Its technology monitors several conversations mentions that the accent becomes reseller in India. every day across Facebook, Twitter, YouTube, blogs and a barrier in the receptivity of the online communities. Among Radian6’s audiences. “Subtitling makes it more clients are Dell, GE, Kodak, PepsiCo, convenient since the terminology is a Microsoft, Edelman and Ogilvy Public little scientific and the accent, too, is Relations Worldwide. foreign,” he adds. As for Turbo, it is also learnt that the LinkedIn>Professional networking website LinkedIn Channel has feeds channel will see more has introduced new features that aims to enable corporate in four languages show launches after users to reach and connect with their target audience more - English, Telugu, this initiative. Refusing easily. Towards this target, LinkedIn will redesign more than Bengali and Hindi, to comment on the two million company profiles into a new format. The new while there is a sepa- effect on advertis- look features cover pictures on the top of the page, wherein rate channel, Discovery ing rates, Johari says, the brand can express the brand personality. It has also Tamil, for the Tamil “This will definitely be introduced a new functionality called Featured Update which Nadu audience. an added value for the allows companies to spotlight important news. The network’s other advertiser. However, channels such as life- the advertising rates SUSHIL KUMAR style channel, TLC Rahul Johari and all other minor The partnership Fourth Dimension>Tamil Nadu’s general news channel and wildlife chan- details are governed by will be to Sathiyam TV has assigned its ad sales duties to Chennai- nel, Animal Planet also have feeds viewership numbers.” based agency, Fourth Dimension Media Solutions. The in Hindi and English. Again, the Each channel on the network is sell ad space partnership will allow the latter to sell ad space on the recently launched channel for the sold separately and the launch of the on the channel, nationally. The account was earlier handled by a kids’ genre, Discovery Kids, was new feed shouldn’t make much of a channel local retail agency based in Chennai. The agency recently launched in three feeds - English, difference to the ad-rates of the oth- nationally. bagged the duties for V6 News and Krishna TV. It also Hindi and Tamil. er channels in the network, inform partnered with the digital outfit, Media2Win. Interestingly, the network’s com- marketers. petition infotainment channel Fox Johari explains that the network Traveller, too, has a feed in Bengali, is constantly on the look-out for any MEC>MEC, a media and planning agency, has announced while National Geographic has feeds gaps in the industry. “We evaluate the results of its global research study, Partnership in Hindi, Telugu, Bengali and the gaps and then try to fill them.” Intelligence. The online tool enables in-depth analysis into consumer interest, media consumption and attitudes towards partnership platforms. The tool also provides comprehensive QUOTE OF THE FORTNIGHT assessment of the potential fit of a property with a brand’s values. The first study, conducted via an online survey across ‘‘Digitisation is helping us 17 markets including India, had a sample size of 1,500 in reach a time when general each market. entertainment will be truly general. Now, most GEC Ozone Media>Digital advertising network Ozone content is skewed towards Media has launched Ozone Smarton, which is an advanced females. Soon, GECs will cater re-targeting and dynamic banner advertising platform. The new initiative builds intelligence about users who have to males, kids and teenagers.’’ visited an advertiser’s website and shows them the relevant BHARAT RANGA, CHIEF CONTENT AND CREATIVE OFFICER, ZEE TV, ON products in the re-targeted dynamic banner ads. Ozone THE COMPETITION AMONG THE HINDI GENERAL ENTERTAINMENT CHANNELS IN Smarton is backed by predictive algorithms that determine THE FINANCIAL EXPRESS. the optimal product to be shown to the re-targeted users.

8 afaqs! Reporter, October 16-31, 2012

ASCI 1(:6%8//(7,1 7RR0DQ\0LVWDNHV Sponsored by ince the inception of National quitoes with just one drop of Maxo, Advertising Monitoring Service lacks substantiated proof. Due to S(NAMS), the Advertising unavailability of substantiated proof, Standards Council of India (ASCI) CCC upheld the complaint. has received 131 complaints in just Ponds Gen White’s TVC Audi> German luxury car maker Audi is currently in the one quarter, which is about 76 per claims that the product is the process of inviting creative agencies for meetings in Mumbai. cent of the total complaints received first cream which adapts to skin A few leading creative agencies are in conversation with (177) in the last one year. type and gives spotless fairness. the brand team. It is part of an effort to map the regional During July 2012, the Consumer The claim was not supported with landscape as far as Audi’s communication and marketing in Complaints Council (CCC) upheld scientific and comparative data regional and emerging markets is concerned. The authorities complaints against 25 out of 38 and the complaint was upheld are in conversation with creative, specialised, digital, social advertisements reported. as the advertisement contravened media and CRM agencies. The incumbent creative agency on The Pepsodent Germicheck Chapter I.1 of the code. the account is Creativeland Asia. Magnet television commercial claims As per the complaint against Knorr that the toothpaste ‘is better than Soupy Noodles, the TVC claimed that one crore chil- Go Air> Low cost airline Go Air is on the lookout for a dren like Knorr Soupy creative partner in Mumbai. The airline is already in initial talks with about 30 different agencies in the city. Almost all Noodles. The CCC large agencies are a part of this pitch. Everest considered the data Brand Solutions is the incumbent on the business; submitted by the adver- the agency bagged the creative duties of the the well-known tooth- Among the tiser, and concluded Mumbai-based airline in January, 2011. The paste’. The claim has that the claim was not approximate annual spend on media is estimated ADVERTISING no base and was found complaints substantiated adequate- at `5-10 crore. to be misleading, not received, there ly while upholding the supported by a pub- was an increase complaint. lished peer-reviewed The complaint Marico> Livon, the hair care brand from Marico, is clinical study done on a of misleading against the print adver- currently in the process of meeting advertising agencies. The head to head basis. The claims in the tisement of Career process is currently underway in Mumbai. Cut the Crap has CCC concluded that Launcher - CSAT worked on the Livon account in the recent past, prior to which the survey report sub- education, classroom program that the mandate was with Mudra. The account moved from Mudra mitted by the advertiser healthcare, claims ‘80+ Selections to Cut the Crap in 2010. Recently Marico acquired a part of does not substantiate in CS Prelims’11’ the personal care business from Reckitt Benckiser, which the claim and it con- FMCG and food was upheld by CCC, had earlier belonged to Paras Pharma. Livon has two product travened Chapter I.1 sectors in July. as the claim was not offerings, Livon Silky Potion and Livon Hair Gain Tonic. of the code and thus backed and sub- the complaint was upheld. stantiated with data or evidence. Boost, in its TVC, claims to give Also, there is no validation by any >> ACCOUNT MOVEMENT sportsman-level stamina, without independent agency that confirms emphasising the need for consuming this claim. > Saatchi & Saatchi’s Delhi office has won the creative duties for HCL’s tablet a balanced and fortified diet or with- Revital Woman’s print adver- business. The win follows a multi-agency pitch that saw participation from other out any additional effort or sports tisement has also upheld by agencies such as Lowe Lintas & Partners, Meridian and M&C Saatchi. Saatchi & training. The CCC concluded that CCC as the claims made in the Saatchi’s strategy and the creative thought helped it clinch this win. The size of the the claim, ‘Boost gives three times advertisements had not been sub- business is estimated at `20-25 crore. Draftfcb Ulka is the incumbent agency. The more stamina’, is misleading by stantiated with supporting clinical brand’s media planning reason of ambiguity and the adver- information and with details of and buying is handled by tisement contravened Chapter I.4 of reports of tests or trials conducted Lodestar UM. the code. by an independent recognised test- The complaint against Maxo Max ing institution. The advertisement Power Liquid (Jyothy Laboratories) contravened Chapter I.1 of the > TVS Motor Company has appointed Dentsu Communications to handle the stated that the claim made by the code and the complaint was upheld creative duties for its Wego brand of scooters. The company had called for a pitch brand, of getting rid of mos- by CCC. for the brand in August. The Bengaluru office of the agency will handle the account. Dentsu will plan and execute the campaign across television and print media and will work on various campaigns for Wego. The QUOTE OF THE FORTNIGHT incumbent agency on the account was BBH. TVS’ product portfolio includes Apache, ‘‘Effective marketing no Flame, Jive, Star City and Sports, amongst longer occurs above or others. below the line and effective marketers recognise that > Carat Media has won the media planning and buying duties for Blossom Kochhar Group of there is no line. Today, the Companies. The business will be handled by the notion of a line is an outdated agency’s Delhi office. Mudra was the incumbent cliché in our industry.’’ on the business. The creative duties are managed by Nirmal Pulickal’s creative agency, February India. Carat plans to provide holistic KEVIN DILORENZO, CEO, MINNEAPOLIS-BASED AGENCY OLSON, ON THE media communication to the company along with managing the media planning, REDUNDANCY OF THE ATL-BTL CONCEPT, IN ADAGE.COM buying and execution duties.

10 afaqs! Reporter, October 16-31, 2012

1(:6$'9(57,6,1* CINTHOL Youthful Turn The new TVC tries to tap the youth, drifting a little away from its earlier macho image. Created by Creativeland Asia, the TVC highlights the new tagline, ‘Alive is Awesome’. By Raushni Bhagia

ringing an ad campaign after can ‘contemporise’ the thinking.” a gap of four years, Godrej’s Addressing the change in the posi- Bsoap brand Cinthol has moved tioning of the brand from freshness from 24-hour confidence to the recent to youthful, Sunil Kataria, head, sales ‘Alive is Awesome’. The brand has and marketing, Godrej Consumer always positioned itself in the realm Products, says, “Cinthol is still asso- of freshness and depicted machismo. ciated with ‘Freshness’, the entire In the current television commercial, product range offers premium fresh however, it appears determined to get fragrances. We have built a distinct into the youth zone with waterfalls, design identity for the brand which is elephant sprinkles and water ponds a reflection of its positioning, ‘Alive is on the North Pole. Awesome’.” The brand’s Body Confidence The brand has also revamped the campaign launched in 1985 featured product range and the packaging of actor Vinod Khanna riding a horse. Cinthol, making it look more premi- The ‘freshness’ positioning was con- um and ‘alive’. “The new campaign tinued through its ‘Imran’s Freshness aims to target the ‘youthful explorer’ Soap’ campaign (1987) that featured cricketer and intimidated Indian,” he adds. Thus, the insight that exists in all of us. We wanted to communicate Imran Khan. The TVC put together various shots behind the campaign was to generate a whole new this fresh personality of the brand with a proposi- of the cricketer on the field, portraying freshness idea with the ‘Alive is Awesome’ tagline. tion,” adds Kataria. throughout the day. The creative team received a brief to bring Given that today most brands, across product In 1991, Cinthol re-visited its macho image alive Cinthol and make it relevant to the new categories, seem to be wooing the youth, isn’t through a film that featured Milind Soman. Later, Indian mindset of living a more adventurous and Cinthol foraying into an already cluttered space? around 1993-94, the brand brought the celebrity experience-led life. Kataria responds, “This is a more psychographic couple Shahrukh and Gauri Khan on board to Kurup adds, “We were asked to transition definition of youth.” He claims the TG comprises promote its lime-based variant with the posi- Cinthol from a popular segment brand to a pre- all those who are ‘young at heart’. tioning, ‘Susti mitaye, Chusti lautaye’. This ad film mium segment brand. With a brand like Cinthol depicted how a bath with Cinthol refreshed the that has amazing heritage, it’s important to lever- FRESH ENOUGH? otherwise-tired film star. age its reach and stature and create something that he industry feels that though the brand is To further promote this lime variant, the brand Tmaking an attempt to evolve, the TVC doesn’t brought in a family-centric Tan Taazaa campaign have too many ‘firsts’. with the tagline, ‘The Slice of Lime’. The Hrithik “With brand like According to Jitender Dabas, executive vice- Roshan-starrer ‘Don’t Stop’ campaign with ‘24- Cinthol that has president, planning, McCann Erickson Delhi, hour confidence’ tagline was launched in 2008. the brand’s freshness proposition is a limited one. All through these campaigns, the brand has main- amazing heritage, Further, in the execution, the brand has resorted tained a positioning that highlighted machismo. it’s important to to an over-used tactic - what with the ad show- The current campaign tries hard to push ing different ways in which water can be splashed the brand into the youth space. Created by leverage its reach around! “The proposition is limited by this ‘finite- Creativeland Asia, the TVC depicts a few young- and stature.” ness’,” he explains. sters enjoying the product at various water bodies, SAJAN RAJ KURUP Dabas, however, feels that the campaign is highlighting the new tagline, ‘Alive is Awesome’. a good ‘re-launch’ for Cinthol. “I like ‘Alive is Cinthol claims that the new strategy has three Awesome’ though I am not sure if they needed to objectives, including a connect to a younger TG sing it out, especially in the Hindi version where (target group), entry into the premium segment of “The new cam- ‘awesome’ doesn’t sound that awesome. That, the personal grooming category and delivery of a along with some of the soap usage shots, risk look- product experience that makes one feel alive. paign aims to ing a little forced but the way it is sung breaks the Sajan Raj Kurup, founder and creative chair- target the ‘youth- clutter and registers with the audience. Another man, Creativeland Asia says that the new campaign ful explorer’ that good thing is that it still remains an out and out is an experiential one which will go beyond bathing story,” he adds. traditional media. “Over the years, I have seen exists in all Shivanand Mohanty, creative partner, From Cinthol stand for an of us.” Here on Communications, says, “The brand itself invigoratingly cool and SUNIL KATARIA is trying to evolve, with new identity, packaging alive soap brand. I felt and variants. However, the concept of freshness as that it’s time it claimed depicted here uses familiar elements.” back its standing in Mohanty feels that all the elements executed in the experiential era. It The product range and the ad have been seen before. He adds, “The new celebrates and rec- packaging of Cinthol has execution certainly has a sense of scale. The Liril ognises a more girl has already done waterfalls and Iceland. But adventurous and also been revamped, mak- if they are targeting the youth, maybe the youth international India, don’t care. It’s just soap, right?” „ and a less inhibited ing it look more premium. [email protected]

12 afaqs! Reporter, October 16-31, 2012

1(:6$'9(57,6,1* FEVICOL Drifting Bond Making a comeback after two years, the new campaign for Fevicol Marine shifts focus from the functional aspect to create an emotional connect. By Anushree Bhattacharyya

emember the famous line ‘Dum laga ke the spirit of India, borrows from India and there- haisha’, which made Fevicol a household fore becomes a part of the fabric of India like all Rname? Pidilite Industries has used the Fevicol ads have been.” famous slogan from time to time to promote the parent brand as well as its variants such as Fevicol STICKY EFFECT Marine. Making a comeback after two years, the he TVC draws a mixed review from the new campaign for Fevicol Marine shifts focus Tadvertising fraternity. While one group feels from the functional aspect to create an emotional that it lives up to the old Fevicol TVCs, others connect, in line with Fevicol’s tone and humour. opine that it fails to create the old charm. Conceptualised by Ogilvy, the television com- Ferzad Variyava, executive creative director, mercial shows a boatman rowing a boat filled to Publicis Ambience, says, “It’s not an enviable job capacity with wooden chairs. As he rows through to be in the shoes of the team following up on the water, an old man waves for a ride. The boat- Fevicol’s spectacular work. That said, the new film man subtly gestures a refusal, citing lack of space. does display a robust effort in trying to entertain The old man then clarifies that it’s his young us. I liked the track. I liked the ‘Somewhere in daughter who wants to travel. After a look at the “The TVC the Sunderbans’ kind of setting. The casting and young girl, the boatman stops the boat and offers captures the spirit performances fit the bill. Was the film up there her a ride. He gradually kicks stacks of chairs into of India, borrows with the other Fevicol films? I sorely wished, it the water to make room for her, her goat and her were. But even though it lacked the big bang/twist/ stack of hay, and continues the journey with the from India charm of the older films, this is still a sweet film chairs in the water, fastened to the boat with a rope. and therefore that brings a smile to the face.” Throughout the TVC, a Bangla baul folk song “Strategically, all Fevicol campaigns are always plays in the background. At the end, a voiceover becomes a part of about a simple and sharp positioning done in the that says, “Fevicol Marine, wohi mazboot jod, paani the Indian fabric.” typically unique Fevicol manner - and so is the mein bhi.” PIYUSH PANDEY case here. This TVC is a case of great story-telling Anil Jayaraj, chief marketing officer, Pidilite with authentic Bengal flavour. It keeps the first Industries, explains, “While the first campaign time viewers intrigued about the brand till the highlighted the functional aspect of the variant, Commenting on the concept, Piyush Pandey, final frame and made me feel like watching it this time we wanted to create an emotional con- executive chairperson and creative director, Ogilvy again and again. Overall, it works for me!” remarks nect and also maintain the tradition of Fevicol’s & Mather South Asia, says, “Keeping in mind the Meraj Hasan, vice-president, strategic planning, ads. We wanted to keep the campaign very endear- tone and manner that Fevicol has had for the last Everest Brand Solutions. „ ing and also, talk about the brand proposition.” 20 years, this Fevicol Marine campaign captures [email protected]

VISA man who is able to achieve his dream are written by poet Gulzar, Amit for his village by using Visa Debit. Sharma of Chrome Pictures has Shot in the upper reaches of Kashmir directed the film. Daring to Dream en route to Kargil, the TVC shows Speaking on the campaign, the story of a teacher in a remote vil- Uttam Nayak, group country man- In its latest TVC, ‘Dream to advance’, Visa urges lage, who creates a cycle generator ager, India and South Asia, Visa, to light up his village - using parts explains, “With the increasing use of every Indian consumer to explore, discover and that he buys on the internet with his debit and e-commerce across India realise their dream. By Anushree Bhattacharyya Visa Debit card. including smaller towns and cities, While the dialogues for the TVC Visa believes in providing acces- sibility to Indians living anywhere or years, financial services in India to fulfil their dreams. Our brand Visa has focused on new campaign is targeted at the Fgiving power to purchase. common man and his aspirations. However, in its newly launched No matter in which corner of the campaign, the brand changes track world you are, Visa Debit can help to adopt the social route and show- you realise your dreams.” cases how Visa Debit helps fulfil Josy Paul, chairman and national dreams of many Indians - no matter creative director, BBDO India, says, where they are based. Through the “The idea was born at a ‘BBDO campaign, Visa urges every Indian WorkOut’ session organised to consumer to explore, discover and focus on the opportunity of Visa realise their dreams. Debit in the growing e-commerce Conceptualised by BBDO world. The team at Visa was part of Proximity India, the television The TVC figured on YouTube’s home this action-session. The client spoke commercial (TVC) titled ‘Dream to advance’ is a narrative of a young page as the most popular video of the day. FRQWLQXHGRQSDJH>>

14 afaqs! Reporter, October 16-31, 2012

1(:6$'9(57,6,1* HAVAS Just Another Name The global agency brand ‘Euro RSCG Worldwide’ has been re-branded as ‘Havas Worldwide’. How will this impact Euro’s creative identity in India? afaqs! Reporter finds out. By Ashwini Gangal

he global agency brand for law firms,” he explains. ‘Euro RSCG Worldwide’ Nakul Chopra, chief executive Thas been renamed as ‘Havas officer, Publicis Communications, Worldwide’. The change, announced South Asia, doesn’t think it will affect in March, came into effect from the the creative identity in India. last week of September. The change “Yes, the change from Euro to applies to all Euro RSCG agencies Havas may have a positive impact in across the world, including in India, Europe; in that region Havas is a very where ‘Euro RSCG India’ will now well-known brand. As far as India is be called ‘Havas Worldwide’. concerned I think the impact will be How will this change affect Euro’s neutral. I don’t think this decision creative identity in India? Satbir was taken keeping India in mind,” Singh, managing partner and chief he adds. creative officer, Havas Worldwide Abhijit Avasthi, national creative says that though so far ‘Euro’ was director, Ogilvy India, says, “My a stronger brand name in India, now that it ceases to exist, ‘Havas’ is catching on quickly. “Havas’ On a serious note, he adds, THE NEW IDENTITY meaning in Hindi has inadvertently “This re-branding to Havas will not helped make this new identity a viral have any impact on Euro’s creative lobally, 316 offices of Euro RSCG in hit,” Singh laughs. reputation, because firstly, the people G75 countries have been re-branded On a more serious note, he says, in the industry have known about as Havas Worldwide, including Euro RSCG, Euro RSCG Life, Euro RSCG 4D “Ours is a small industry and new this change for a while and secondly, and Euro RSCG WW PR brands. The identities get around fast. It is not a as long as the people, value system development does not include any change in leadership. mass market brand; as an agency, it and talent at the agency are the same is a niche market brand that exists in as they were earlier, a change in the This global re-branding is said to be part of Havas’ effort to establish a simpler, a relatively small marketplace. Thus, name won’t make a difference.” more transparent and more unified corporate culture across the globe. The Havas as far as the client and pitch fronts K V Sridhar, national creative Group will now consist of two main brands, Havas Media and Havas Creative. are concerned, we will continue director, Leo Burnett, feels that an The rebranding also includes the creation of Havas Digital Group, a new to operate in the same ‘agency advertising agency re-branding will umbrella brand that will operate across both media and creative. consideration set’ as before.” never affect it because agencies are The Havas Media brand - as well as its network brands such as MPG, Arena afaqs! Reporter asks industry not public brands that are consumed Media Communications, Havas Digital and Havas Sports & Entertainment - remains experts whether the creative based on their brand name. unchanged. This development ‘‘reinforces its position as the most integrated, agile, identity of Euro can be affected as “An ad agency is about the people. entrepreneurial and client-focused communications group.’’ a result of this change and if so, As long as the same people are David Jones, chief executive officer, Havas, says, ‘‘With this name change how. The question has generated there nothing can change. Bates with we’re aiming to reinforce a key competitive advantage of Havas - that we’re the mixed reactions from the Indian ad Mohammad Khan in it, is viewed as most integrated of all of the communications groups with the simplest structure industry. Enterprise; Bates without Mohammad that can offer our clients a powerful combination of creative excellence, digital Partha Sinha, managing partner, Khan in it, is viewed as Bates! That’s expertise, scale, agility and innovation.’’ BBH, thinks that it’s a very smart the extent to which he represented move to get rid of the word ‘Euro’ Enterprise. It is all personality-driven Havas Media will reveal a new visual identity at the beginning of 2013. from the brand name. “Who wants and people-driven,” he adds. to be associated with a weakening “Tomorrow, if JWT changes its change but if Arvind and I are not sense is that the agency was better off currency? You don’t want your brand name it won’t matter but if Bobby there, then the perception of Leo as Euro. In India, I don’t think Havas name to immediately remind people and Colvyn aren’t there, it will Burnett will change. People will then has any creative standing, so in a way of the impending doom in the global matter. Similarly, if Leo Burnett view the agency in a different way. it’ll be like building credentials from economy,” he adds. changes its name, nothing will For agencies, it works the way it does scratch. Over the last few years, Euro has been doing some nice work. So, I am wondering whether that will get washed out or not, post this re-branding,” he further explains. Minakshi Achan, co-founder, Salt Brand Solutions, says, “Lintas became Lowe, Ogilvy & Mather became Ogilvy. Life goes on! It is another re-branding exercise and is not really going to affect the creative identity of Euro here unless there are sweeping changes in leadership and unless it affects relationships SUSHIL KUMAR FOTOCORP

FOTOCORP internally and externally. „ (From left) Sinha, Sridhar, Chopra, Avasthi and Achan: on the rechristening of the global agency brand Euro RSCG [email protected]

16 afaqs! Reporter, October 16-31, 2012 A CLASS APART

Hindustan Times has 2.32 lakh more SEC A readers than the nearest competitor in Delhi-NCR

(SOURCE: INDIAN READERSHIP SURVEY Q2-2012, AIR DELHI-NCR) 1(:6$'9(57,6,1* PARK AVENUE Facing up to the Task Created by Publicis Ambience, the new TVC for the face wash uses a paper or a mask as a metaphor for the face that combats dirt and pollution daily, and establishes the need to ‘recycle’ the face. By Shibani Gharat

ecycle, a term known to have associations by itself is distinct. “It is away from the category with plastic, paper, glass and electronic Park Avenue’s recycle sym- and has been well executed, intriguingly so, and Rgadgets, has a new found application, cour- the words have been written well. Overall, it’s a tesy Park Avenue Sliver face wash. The first ever bol is accompanied by the good film, unlike category parameters, and cer- television commercial for the product uses a mask tainly differentiated,” he adds. or paper as a metaphor to bring out the daily grind words refresh, replenish “Hopefully, and as the film plays, I suppose that one’s face goes through and establishes the and rehydrate. the metro audience might get more out of it. need to ‘recycle’ it. However, relevance would be a question. Great to also see that women aren’t falling out of trees and popping out of drains,” he remarks. “We decided to According to Suthan, the campaign does have a “In terms of keep premium global sheen which is required. “Enough and more execution, there global brands to stalk and snatch the same audience. targeting because needed to be It is high time that India’s aspirational brands give a boy using a up the boring yet expected product windows and a basic feel of face wash is not a lab approach. Maybe men really don’t want ‘an freshness.” international clinic’ to endorse it as their baby.” Raghu Bhat, founder and director, Scarecrow ASHISH KHAZANCHI ‘regular Joe’.” SURAJA KISHORE Communications feels that the execution for

FOTOCORP this TVC is outstanding. “Focusing on the ‘face’ is a nice strategic and creative take. It’s the most Created by Publicis Ambience, the ad film we wanted to provide a differentiation for the distinct face wash ad. The creative idea seems to begins with a crumpled piece of paper bearing brand that is missing in the category,” he adds. have two layers to it. One is that your face is a a man’s face, flying out of the window. The paper Incidentally, this marks the brand’s foray into scarce resource. So recycle it. The second - your flies through dust and filth to finally land in a the skin care category and it is doing so with the face has been ‘neglected or abused’ for ages. fountain of water. Suddenly, the creases are elimi- face wash that aims to tap ‘young executives’. It’s time to correct that.” But, at the same time, nated and the face emerges on the paper. The paper “Grooming starts when a boy gets his first job. Bhat also feels that it would have been better then finds its way to the same window and lands He feels he has to look good while going to work if the ad had focussed only on one of the two on the face of the man whose image is there on it. and he has the money for it,” says Suraja Kishore, thoughts and both the thoughts are not the same. As this happens, the voiceover narrates, “Only we national planning director, Publicis Ambience. “Also, it would have helped improve the compre- can make this scarce resource blossom with vitality.” The company plans to target men from metros hension,” he clarifies. The ad likens facial skin to recyclable resources with this particular offering. Bhat also likes the use of recycle for the skin. and ends with the recycle triangle. The earlier ads Kishore adds, “Face wash for men is a much “Normally you hear of recycling messages for featured a man wearing a mask. These two TV smaller market.” Hence, according to Kishore, paper and wood. Using the same word with ‘face’ commercials are extensions of the same film but they decided to keep premium targeting because a leads to a disruptive and memorable brand idea. are of shorter duration. boy using a face wash is not a ‘regular Joe’. Like many categories, skin care advertising also Unlike the original recycle symbol, which is in Kishore also mentions how the ad and the has its codes. This idea creates a differentiation, plain green without any copy, Park Avenue’s recy- recycle angle build a ritual. “Refresh, replenish and without breaking those codes,” he says. cle symbol is accompanied by the words refresh, rehydrate is the routine that you really want for Bhat says, “It is smart as you can’t show the face replenish and rehydrate. It may be noted that the your face,” he says. Khazanchi adds, “In terms of getting ravaged. It might look too ‘un-cosmetic’ recycling symbol can be used or modified without execution, there needed to be a basic feel of fresh- and might leave a strong negative residual imagery. paying royalty charges. ness around the product. The TVC demanded However, the mask may not accurately capture the Park Avenue claims visual poetry.” ‘scarce resource’ bit.” that the product range has The ad was shot in Prague by production Bhat explains how most of the face wash ads a lot of natural ingredi- house, 7 Films and was directed by Lloyd Baptista. look like they have been shot by foreign directors ents. According to Ashish of photography (DOP), using semi-foreign faces Khazanchi, national crea- FACE-OFF? in a foreign land. “This is the result of an anxiety tive director, Publicis he industry opines that this campaign is to be ‘aspirational’. If you shoot the ad in a dust- Ambience, these natu- Tcomparatively unique from many others in laden ambience, you will achieve realism but that ral ingredients refresh, the category and feels that it creates a disruption. might compromise on the imagery and impact replenish and rehydrate Prathap Suthan, managing partner and chief crea- premium-ness.” „ the face. “With this ad, tive officer, Bang in the Middle feels that the film [email protected]

18 afaqs! Reporter, October 16-31, 2012 THE RIGHT CHOICE

14.82 lakh readers choose Hindustan Times as their only English newspaper in Delhi-NCR

(SOURCE: INDIAN READERSHIP SURVEY Q2-2012, AIR DELHI-NCR) 1(:6',*,7$/ FIAMA DI WILLS Cover Story As soon as the tweets about the event crossed the 15 mark, the cover image of Fiama’s Facebook page was automatically updated with the latest look. By Jhumur Nandi

TC’s personal care brand Fiama Di Wills recently undertook a Iunique initiative to engage its audience online. For the initiative, it integrated an event and the number of tweets about it to the Facebook page of the brand, creating interest and buzz around the event which also spread to the digital medium. The brand, in association with #Fiamafabhair as and when a new Cosmopolitan magazine and Harper’s look was unveiled, and as soon as the Bazaar, organised an event on tweets crossed the 15 mark, the cover September 29 in New Delhi to come image of Fiama’s Facebook page was up with the six latest hair trends. automatically updated with the latest Three eminent socialites and three look. The campaign was launched on models participated in the event to September 29 and was live for the showcase the style and hair looks. three-hour duration of the event. The integration between Facebook “We are very happy to announce and Twitter was a part of the digital that we worked with Interactive extension for the event. The inter- Avenues for Fiama Di Wills to esting part of the digital activity was unveil world’s first Facebook Cover, that the personal care brand unveiled dynamically updated depending on a the hair trends of the season through specific number of tweets, which was live tweeting about the event, which the first dynamic Facebook Cover as changed the cover image of the Fiama well in India. The number of tweets Di Wills Facebook page, live. including a specific hashtag during To launch the campaign, Fiama the event progressively revealed, in Di Wills invited a mixed section of 12 steps, the six trendsetting hair- bloggers, photographers and social styles of the upcoming season,” says celebrities alike to take part in the The integration between Facebook and Steve Oziel, chief technical officer, Le launch of its hottest hair trends. They Grand Studio. „ were asked to tweet with the hashtag Twitter was a part of the digital extension. [email protected]

<< FRQWLQXHGIURPSDJH Interestingly, the TVC has gener- A SOCIAL CONNECT suggest that this is just a nice story ated a huge response on YouTube dvertising professionals offer and nothing more. Having said that, from the very first day of its launch. Amixed opinions on the TVC. ‘the freedom to dream, to do any- Daring to... It figured on YouTube’s home page While some say that the concept is thing and be anything’ is a very rich as the most popular video of the day very inspiring, a few others find it zone.” straight from the heart about the and so far has got nearly one million phoney. “It’s a delightful commercial, power of the internet and the democ- views. What is more, Google wrote Nima Namchu, executive creative warm, earthy and real. It’s a great ratisation of payments. Indians now to Visa India stating that this is by far director, Cheil Worldwide, says, “It’s idea to take a grass-root story and have equal opportunity to dream and the highest number of views in the a very evocative and inspiring story give it wings. It’s also a nice shift in advance - not limited by geography very first day for any campaign from but for some reason it just feels all creative strategy from urban settings or infrastructural challenges. This the banking and financial services too fake to me. Perhaps it’s the ‘XYZ to a nascent, expanding smaller-town game changing social impact opened industry (BFSI). Bank’ on the debit card that seems to market. Too often, brands like Visa our eyes to the larger purpose of Visa have been about conspicuous spend- Debit cards.” ing-Visa to see the world, or Visa to When asked if this marks the gift the right gift or Visa for moments beginning of the brand’s journey of emergency. This commercial is on the social path, Paul answers, about spending money for the right “The idea was to create greater mass cause and enriching lives of people consciousness for advancement. The around you. Activism is today’s truth Visa Debit card liberates people to and in my opinion, Visa has found achieve their dreams by using the the right way to execute the insight: growing power of the internet. This not in a righteous way but in a was about a brand with a purpose. positive, action-oriented way. More The touching film set in a remote power to Visa,” remarks Naresh corner of India was an expression of Gupta, managing partner, Bang in this larger mission. To us, the idea is the Middle. „ as personal as it is social.” Paul and Nayak: larger purpose of the debit cards [email protected]

20 afaqs! Reporter, October 16-31, 2012

,564 IRS Q2, 2012 Report Card The results of the Indian Readership Survey are out. Here is a peep into the second quarter of the year. By Anindita Sarkar and Biprorshee Das Hindustan, Dainik Jagran and Lokmat Move Up

he latest top line findings for TOP 10 PUBLICATIONS the top 10 dailies. Indian Readership Survey Amar Ujala, at No. 5, lost 85,000 Q1 2012 Q2 2012 Tfor the second quarter of 18000 readers this quarter with its AIR at 2012 (IRS 2012, Q2) reveal how 16000 86.08 lakh as against 86.93 lakh in the the top 10 dailies in the country 14000 first quarter. have continued to bleed. In Q1, the 12000 The Times of India that had dailies had witnessed decline and 10000 posted gains in IRS Q1, 2012 showed the latest quarter-on-quarter report 8000 a marginal decline losing 9,000 shows little improvement. Seven of 6000 readers. The English daily’s AIR this the 10 dailies have registered drop in 4000 quarter stands at 76.43 lakh. The readership numbers. $YHUDJH,VVXH5HDGHUVKLS LQµ 2000 daily remains at No. 6 among the Among the three publications 0 10 publications. Lokmat remains the to have gained this quarter are only Marathi daily among the top 10 India Patrika Hindustan, Dainik Jagran and Lokmat publications at No. 7 and the only Malayala Rajasthan Hindustan Manorama Amar Ujala The Times Of Daily Thanthi Lokmat. The rankings though Mathrubhumi other daily to have witnessed growth. Dainik Jagran continue to remain the same as the Dainik Bhaskar The daily registered a rise of 22,000 previous quarter with Dainik Jagran readers in this quarter with an AIR of leading the pack. Hindustan recorded an increase of 75.07 lakh. Hindustan Media Ventures’ Hindi The eighth ranked publication is daily, Hindustan like the previous 48,000 readers in AIR. the Tamil newspaper, Daily Thanthi quarter has registered the highest with an AIR of 74.31 lakh in the latest gain, as per AIR - an increase of 48,000 readers. At No. 2 is Dainik Bhaskar with an AIR of 1.44 quarter. The daily lost 46,000 readers this quarter. The newspaper has recorded an AIR of 1.22 crore crore in the latest quarter. Compared to 1.45 crore The ninth and tenth positions continue to be this quarter holding fort at the No. 3 position. in the previous quarter, the daily has lost 105,000 held by Rajasthan Patrika and Mathrubhumi, with Dainik Jagran that remains the top publication readers, one of the sharpest drops in the list. their AIR figures at 67.56 lakh and 64.93 lakh, in the country according to its AIR numbers Malayalam daily Malayala Manorama is at No. respectively. Rajasthan Patrika lost 51,000 readers posted a marginal increase in readership, gaining 4. Its AIR in the latest quarter stands at 97.10 lakh, in this quarter, while the second Malayalam daily 17,000 readers in Q2 over Q1. a fall of 165,000 readers - the sharpest fall among in the list lost a whopping 107,000 readers. „ Growth for DNA, Deccan Chronicle and Mumbai Mirror

he country’s largest English TOP 10 ENGLISH DAILIES to 9.3 lakh. daily The Times of India has Another Mumbai-based tabloid, Q1 2012 Q2 2012 Tlost a marginal 9,000 readers 9000 the Mumbai Mirror, has added in this quarter of IRS. Its closest 8000 18,000 readers, while its closest competitor, the No. 2 English daily 7000 competitor Mid-Day, which is now Hindustan Times, has also lost 6000 under Dainik Jagran, is out of the top 38,000 readers. While the average 5000 10 list. Mumbai Mirror has recorded issue readership (AIR) for TOI 4000 an AIR of 7.95 lakh. stands at 76.43 lakh, HT is almost 3000 Following Mumbai Mirror is half its size at 37.67 lakh. 2000 another BCCL daily - The Economic The Chennai-based English daily, $YHUDJH,VVXH5HDGHUVKLS LQµ 1000 Times with an AIR of 7.89 lakh. The Hindu, continues to enjoy the 0 The business daily, though, has third place among the English dailies maintained a status quo, having lost DNA Times Times Deccan with an AIR of 22.08, which is 25,000 Of India a marginal 3,000 readers in Q2, 2012. The New The New Chronicle Hindustan The Times The Hindu less readers than the previous quarter. The Tribune In the top 10 list, the other two The Economic Indian Express The Telegraph The ABP Group’s English daily Mumbai Mirror publications are The New Indian and east India’s leading English Express and The Tribune. The newspaper, The Telegraph has also is the only daily in the top five in the southern markets and its AIR Indian Express has lost 11,000 lost 17,000 readers in the current list to have recorded growth. The is less than half of that of The Hindu readers, while Punjab-based The quarter. Its AIR in the current round English daily has added a marginal (10.38 lakh). Mumbai-based DNA Tribune has added 16,000 readers. stands at 12.75 lakh. 11,000 readers in the current quarter. has also had a good quarter. It has The AIRs for the newspapers are Deccan Chronicle, at No. 5, Deccan Chronicle fights The Hindu added 21,000 readers, taking its AIR 6.67 lakh and 6.4 lakh, respectively. „

22 afaqs! Reporter, October 16-31, 2012

,564 Saras Salil and Vanitha Relief for Lose Heavily Regional Dailies

n the current quarter of IRS, is Delhi Press’ Hindi fortnightly TOP 10 LANGUAGE DAILIES Pratiyogita Darpan, Samanya Saras Salil, with an AIR of 15.48 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 IGyan Darpan, Karmakshetra and lakh. It is the biggest loser among 12000 General Knowledge Today are the the top 10 magazines in the last one only magazines to have registered an year since Q1, 2011, registering a 10000 increase in average issue readership decline in AIR of 4.91 lakh. The 8000 (AIR). All the other magazines have magazine has lost 53,000 in AIR in recorded decline. the latest quarter. 6000 The Malayalam magazine Yet another Hindi title, Meri 4000 from the stable of the Manorama Saheli, occupies the No. 6 spot has Group, Vanitha, continues to be at an AIR of 11.92 lakh and is the $YHUDJH,VVXH5HDGHUVKLS LQµ 2000 the top spot this time as well. The second biggest loser in Q2, 2012 0 fortnightly title has an AIR of 23.53 over Q1, 2012 with a loss of 67,000 Sakshi Patrika Eenadu Lokmat lakh in the latest quarter of IRS - a in AIR. Gujarat Malayala Samachar Dinakaran Manorama Daily Sakal Daily Thanthi decrease of 91,000 readers since the At the No. 7 spot is the biggest Mathrubhumi Ananda Bazar last quarter. In fact, the magazine gainer since Q2, 2011, Karmakshetra, is the second biggest loser since Q2 the Bengali magazine, registering a 2011, registering a loss of more than gain in AIR of more than 2 lakh fter a disappointing first it registered a fall of 107,000 over 3 lakh in AIR. during the period. In the current quarter in 2012 when most the last quarter. When compared to Pratiyogita Darpan stands at No. quarter of IRS, the special interest Aof the top 10 language dailies a year ago, Mathrubhumi’s AIR has posted a fall in the average issue fallen by 1.97 lakh. readership (AIR) over the previous Telugu daily Eenadu that has TOP 10 MAGAZINES quarter, some of them fared slightly moved up a position to No. 5 gained Q2 2011 Q1 2012 Q2 2012 better in the second quarter. 19,000 readers this quarter. Eenadu’s 3000 IRS Q2, 2012 reveals four of AIR in the current quarter stands at 2500 the top 10 language dailies have 59.25 lakh as against 59.06 lakh at the managed to register a rise in the end of Q1, 2012. Since Q2, 2011, its 2000 number of readers in Q2, 2012 over AIR has fallen by 1.07 lakh. 1500 the previous quarter. However, the Popular Bengali newspaper ABP rest of the dailies have continued is the sixth-ranked language daily in 1000 to lose readers. When it comes to the country in terms of AIR numbers.

$YHUDJH,VVXH5HDGHUVKLS LQµ 500 rankings, most dailies have managed With its latest AIR at 58.59 lakh, the to hold on to their positions, except newspaper has lost 1,11,000 readers 0 for Eenadu that moved up a notch in the last quarter. The daily’s AIR Today Cricket

Samrat this quarter to No. 5, displacing has dipped by 2.04 lakh, compared to Darpan Vanitha General (English) Malayala Samanya Saras Salil Manorama Knowledge Pratiyogita Meri Saheli

India Today Anandabazar Patrika (ABP). Q2, 2011 figures. Gyan Darpan Karmakshetra NOTE: Samanya Gyan Darpan was introduced in Q4, 2011 Malayalam daily Malayala The other Telugu newspaper, Manorama that continues to be the Sakshi, has had a good run in the No. 1 language daily of the country latest quarter, gaining 62,000 readers Now at No 3, Samanya Gyan also registered the steepest fall in and holding on to its seventh rank. the latest quarter. The newspaper’s Its latest AIR stands at 53.06 lakh Darpan, had entered the top 10 list AIR at the end of Q2, 2012 stands compared to 52.44 lakh in Q1, 2012. in Q4, 2011. at 97.10 lakh (versus 98.75 lakh Compared to Q2, 2011, the daily’s in the previous quarter). Malayala AIR has gone up by 2 lakh. Manorama, after losing 62,000 Ranked eighth is Gujarat 2 with an AIR of 19.18 lakh. The magazine has an AIR of 11.68 lakh readers in the last quarter (over Q4, Samachar, which was the only Hindi monthly publication had an as compared to 11.42 lakh readers 2011), lost another 165,000 in Q2. newspaper to have registered AIR of 18.93 lakh last quarter - an registered in the previous quarter. An annual analysis shows how the an AIR growth in Q1, 2012. In increase of 25,000 readers since the Cricket Samrat is at the daily has lost 252,000 readers (Q2, the latest quarter though, the previous quarter. eighth position, with an AIR of 2012 over Q2, 2011). daily has lost 19,000 readers At No. 3 is another Hindi 11.35 lakh. The Hindi title has lost as At No. 2 remains Marathi daily taking its AIR to 52.05 lakh. magazine, Samanya Gyan Darpan, much as 41,000 in readership since Lokmat, with an AIR of 75.07 lakh. At No 9, Sun Networks’ which made its entry in the top 10 Q1 of 2012. Compared to Q2, 2011, the daily’s Dinakaran’s AIR has yet again fallen list of magazines in Q4, 2011. The Malayala Manorama is at the No. AIR has dropped by 88,000. Tamil after witnessing the sharpest fall (a Hindi monthly made its entry in the 9 position. The weekly title has an newspaper Daily Thanthi at No. 3 loss of 119,000 readers) in the first list with an AIR of 16.78 lakh. In the AIR 11.13 lakh in the current quarter did not have a healthy quarter either. quarter of 2012. Losing 109,000 latest quarter of IRS, the magazine of IRS. The daily lost 46,000 readers in the readers, Dinakaran’s AIR at the end has an AIR of 16.64 lakh, up from the At No. 10 is another English title, latest quarter and its AIR stands of Q2, 2012 is 49.99 lakh. 16.44 lakh AIR that it had registered General Knowledge Today, with an at 74.31 lakh (versus 74.77 lakh in At No. 10 is Marathi daily, Daily in the previous quarter. AIR of 10.87 lakh, registering a fine Q1, 2012). Over Q2, 2011, Daily Sakal that has had a comparatively India Today (English) is at No. stability with a marginal increase in Thanthi’s AIR has risen by 1.41 lakh. healthy quarter. Gaining 41,000 4 position, with an AIR of 15.54 AIR of 1,000 readers. The English Fourth-ranked Mathrubhumi, readers, Daily Sakal’s latest AIR lakh. The English weekly has lost monthly made its entry in the the other Malayalam daily in the list, stands at 44.37 lakh. The newspaper as much as 59,000 in readership list in Q2, 2011, after displacing continued to lose readership. With had registered a quarter-on-quarter over the last quarter. At No. 5 Grehlakshmi from the position. „ an AIR of 64.93 lakh in Q2, 2012, fall of 4,000 in Q1, 2012. „

24 afaqs! Reporter, October 16-31, 2012

,564 Bad Times for Hindi Dailies

he top Hindi dailies of the TOP 10 HINDI DAILIES quarters. In Q2, 2012, with its AIR country have had a rough at 67.56 lakh, the newspaper has Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Tquarter, reveals the Indian 18000 lost 51,000 readers over the previous Readership Survey (IRS Q2, 2012). 16000 quarter. Since Q2, 2011, the AIR has Of the top 10 publications, six have 14000 fallen by 1,85,000, the highest among registered fall in their average issue 12000 the 10 dailies. readership (AIR) numbers in Q2, 10000 Punjab Kesari, after a good 2012; this compared to the previous 8000 quarter in Q1, 2012 when it gained quarter when the numbers had fallen 6000 56,000 readers, has registered a fall for only three dailies. 4000 of 39,000 in the latest quarter. At the Madhya Pradesh and Chattisgarh’s $YHUDJH,VVXH5HDGHUVKLS LQµ 2000 sixth position, the daily’s latest AIR popular daily, Nai Dunia has been 0 stands at 33.47 lakh. A year ago, the hit the most. Its AIR has fallen by newspaper’s AIR was 67,000 more. Times Patrika 1,19,000, followed by Dainik Bhaskar Patrika Moving up a position from eighth Rajasthan Hindustan Nai Dunia Navbharat that lost 1,05,000 readers quarter-on- Amar Ujala to seventh this quarter is Prabhat Punjab Kesari Dainik Jagran Dainik Bhaskar quarter. Prabhat Khabar Khabar that has continued with very consistent quarterly performances. 2011), the newspaper’s AIR went up by 17,000 in The daily had witnessed a quarter-on-quarter Hindustan Media’s Hindi the latest quarter. At the end of Q2, 2012, Dainik AIR growth of 2,50,000 in Q1, 2012. In the latest Jagran’s AIR stands at 1.64 crore. Since Q2, 2011, quarter, the numbers have gone up by 1,84,000. daily, Hindustan, at No 3, the AIR has risen by 36,000. The annual analysis reveals the daily’s healthy AIR At No. 2 is Dainik Bhaskar with its latest AIR at rise of 7,28,000. is the highest gainer among 1.44 crore. The newspaper has continued a losing Navbharat Times has dropped a notch to the the top 10 dailies. streak since the last three quarters. In Q2, 2012, eighth position in the latest quarter. The daily Dainik Bhaskar lost 1,05,000 readers. Thanks to a has witnessed a marginal fall of 4,000 readers in strong growth in numbers shown in Q3, 2011, an Q2, 2012 over the previous quarter. At the end On the other hand, Prabhat Khabar leads the annual comparison of its latest AIR shows a rise of the latest quarter, its AIR is 25.84 lakh. Since dailies in the list that have gained readership. It of 2,74,000. Q2, 2011, the AIR of the newspaper has fallen by has added 1,84,000 readers this quarter. Other Hindustan Media Ventures’ Hindi daily, 66,000. publications to have seen a rise in AIR numbers Hindustan that registered the highest gain in AIR Like Prabhat Khabar, Patrika, too, has had are Patrika, Hindustan and Dainik Jagran. numbers among the top 10 dailies of the country a very good run in the previous few quarters. The rankings of the 10 Hindi dailies have is one of the four in the top 10 Hindi dailies list to Gaining 1,26,000 in the latest quarter, the daily’s remained more or less similar to those at the end have had a good quarter. Ranked No. 3, Hindustan AIR stands at 20.72 lakh. Compared to Q2, 2011, of the previous quarter. The only change has been gained 48,000 readers in the latest quarter and its the numbers for Patrika have gone up by 8,21,000, Prabhat Khabar, which has displaced Navbharat AIR stands at 1.22 crore. In the previous quarter as the best among the 10 dailies. Times to secure the seventh position. well, Hindustan’s AIR rose by 1,12,000 and since At No. 10 is Nai Dunia, which has lost 1,19,000 Dainik Jagran continues its reign as the top Q2, 2011, the same has gone up by 2,20,000. readers. This has been the daily’s worst quarter in Hindi daily of the country. After a rather marginal Rajasthan Patrika at No. 5, too, has witnessed the last four. Nai Dunia’s AIR has gone down by rise of only 2,000 readers in Q1, 2012 (over Q4, a steady drop in readership over the last few 1,45,000 readers since Q2, 2011. „ Down Go Many English Magazines n the current quarter of IRS, TOP 10 ENGLISH MAGAZINES has lost 9,000 in AIR in Q2, 2012. General Knowledge Today, Pratiyogita Darpan continues to Q2 2011 Q1 2012 Q2 2012 ICompetition Success Review, 1800 occupy the No. 6 spot in the list. The Stardust and Business Today are 1600 English monthly magazine has an the only English magazines to have 1400 AIR of 4.31 lakh in Q2, 2012, down registered an increase in average 1200 from the 4.46 lakh AIR in Q1, 2012. issue readership (AIR). All the other 1000 At the No. 7 spot is Stardust, English magazines in the top 10 list 800 registering a gain in AIR of 5,000 in have recorded decline. 600 Q2, 2012. In the current quarter of The English weekly India Today 400 IRS, the magazine has an AIR of 4.16 continues to be at the top spot this $YHUDJH,VVXH5HDGHUVKLS LQµ 200 lakh as compared to 4.11 lakh readers time as well. The title has an AIR of 0 registered in the previous quarter. 15.54 lakh in the latest quarter of IRS Also, it has replaced The Week, Today Darpan Wisdom Outlook General - a decrease of 59,000 readers since Stardust which has slipped to the 9th spot The Week Knowledge Pratiyogita India Today the last quarter. In fact, the magazine Competition with an AIR of 3.97 lakh in Q2, 2012. Success Review Readers Digest is the biggest loser since Q2, 2011, Business Today The weekly lost as much as 21,000 in registering a loss of 1.7 lakh in AIR. readership over the previous quarter. General Knowledge Today stands At No. 3 is another English Competition Success Review is Business Today is at the eighth at No. 2 with an AIR of 10.87 lakh. monthly, Readers Digest. In the at No. 4 position, with an AIR of position, with an AIR of 4.08 lakh. The English monthly publication latest quarter of IRS, the magazine 7.19 lakh. The English monthly has The title has gained 11,000 readers had an AIR of 10.86 lakh last quarter has an AIR of 10.09 lakh, down gained 14,000 in readership over the since Q1 of 2012. At No. 10 is the - an increase of 1,000 readers since from the 10.43 lakh AIR that it had last quarter. At No. 5 is Outlook, with English monthly Wisdom with an the previous quarter. registered in the previous quarter. an AIR of 4.83 lakh. The magazine AIR of 3.53 lakh. „

26 afaqs! Reporter, October 16-31, 2012

35(6(176 &$03$,*175$,/ New campaigns across television, print, out-of-home and digital media. TELEVISION

MAHINDRA QUANTO SET WET ROMA The ad film for the company’s latest offering, Quanto, which Based on the Hindi saying ‘Buri nazar waale, tera muh The three TVCs feature Indian tourists in foreign locales, is the its first compact SUV, is based on the key insight that kaala’, the film shows different situations where a man, unimpressed by the facts shared by the tour guides, since young buyers lead very active lifestyles. styled with Set Wet, grabs the attention of women. the figures were less than the number of Roma switches sold annually.

Creative Agency: Interface Communications Creative Agency: Scarecrow Communications National Creative Director: Robby Mathew Creative team: Raghu Bhat, Manish Bhatt, Sarvesh Raikar Production House: Chrome Pictures Creative Agency: Taproot India Production House: Equinox Director: Amit Sharma Production House: Purple Vishnu Director: Naren Multani PRINT AMANTE NISSAN SEAGRAM’S LINGERIE EVALIA The ad spreads the Unlike traditional This innovation message of making lingerie was linked with responsible choice advertising, the main line between either the campaign campaign, Moves drinking or driving. showcases real Like Music, in women talking which the Sargam about relatable (Sa Re Ga Ma bra problems and Pa) is used to thereby, offering communicate the solutions. flexibility that a car can provide.

Creative Agency: Happy Creative Services, Bangalore Chief Creative Officer: Praveen Das Art Director: Aswin Sridhar Creative Agency: TBWA India Copywriter: Megha Ramesh National Creative Director: Rahul Sen Gupta Creative Agency: Ogilvy Mumbai OOH DIGITAL CENTER FRUIT The creative launched for Center Fruit Shot Gum is a game wherein the user is required to 9XM PERNOD RICARD INDIA use a catapult that can be clicked and dragged to hit the Bollywood music channel has taken the OOH route, to tap Through this innovation, the company tries to highlight chewing gum that is shown to be hanging above. The aim viewers outside television. The idea is to view topical news that Blenders Pride fashion tour is India’s largest fashion of the game is to drop the gum at such a position that the through the lens of Bade-Chhote and Bakwaas Bandh Kar, property, thereby, attempting to grab audience’s attention man is able to chew it. while taking the popularity of the show to various media. through the outdoor creative.

Agency: Platinum Communication Agency: Bright Advertising Exposure: Bangalore, Chandigarh, Hyderabad and Exposure: Mumbai Mumbai Agency: Maxus

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

28 afaqs! Reporter, October 16-31, 2012 HAVAS WORLDWIDE MATRIX Police Goes Digital The Garden City’s police force looks to build a social media community on the various available platforms. News Bureau

he friendly neighbourhood police force just made an Tattempt to get friendlier. Bangalore City Police has pulled up its socks to further reach out to the citizens of Bengaluru, and what better way but to turn to social media, particularly in a city that is known to be the hub of technology. The force has tied up with Havas Worldwide Digital Matrix to further its Police Community Engagement Programme. The programme will be instru- mental in generating awareness B Dayananda and among citizens and will assist Ravi Shankar Bangalore City Police to build a social media community via the various social platforms. Through Cops will have sonal level.” this initiative, the department aims Ravi Shankar, chief executive to listen to and engage with the citi- access to the online officer, Havas Worldwide Digital zens for better connect. Matrix tells afaqs!Reporter that The programme will also communication the Bangalore City Police has always help the police to showcase and been keen to reach out better to the make citizens aware about vari- tool, ReputeMe. city’s people and in addition to its ous community initiatives - Elders Police to establish an online media offline platforms, was looking out Helpline (1090), Children Helpline centre. The agency will also assist to be on the social medium as well. (Makkala Sahayavani - 1098) the police to build its own team of “As the community expands and and Women Helpline (Vanitha social media community managers. disperses, social media comes across Sahayavani - 1091). It will provide the cops access to as a great platform to keep the com- Havas Worldwide Digital Matrix, the agency’s online communication munity closer. This social media on its part, will put into place its tool ReputeMe (www.reputeme. community will be highly engag- expertise and help Bangalore City com) to help the community man- ing and will help the city police agers to listen, monitor and better come closer to the community and engage with the people. reach the larger population of the In a press statement, B city,”says Shankar. Dayananda, joint commissioner of “We have the expertise. We gave police, crime, says, “We are eager to Bangalore City Police the extra build a community and reach out confidence. I see a firm commit- The department to more citizens through our social ment from the leaders in the force media programme. With social and we will help train them fur- aims to engage media fast turning into a medium ther so that they can independently with the citizens for the masses, this programme will manage these communities soon,” help us to enhance our reach and he adds. „ for better connect. connect with the citizens on a per- [email protected]

Stories featured on this page highlight innovative marketing techniques using various media vehicles like print, digital and out-of-home. nurag Kashyap recently tasted “main- DISCUSSION stream” success with Gangs Of Wasseypur. His producer for the Wasseypur films, Vikram Malhotra (COO – Viacom 18 MotionA Pictures), still considers himself an out- sider in the film business, challenging content and ANURAG KASHYAP marketing norms that have existed over decades. Viacom 18 is in the middle of a great run, with Oh AND My God and Aiyyaa following Gangs Of Wasseypur. Together, Anurag and Vikram get talking with Shailesh Kapoor (CEO – Ormax Media), whose company has pioneered film research & analytics work in India over the last three years. The three VIKRAM MALHOTRA bring different perspectives to the fore in a free- wheeling chat on the state of our cinema today, WITH its audiences, the content and the marketing. Excerpts:

Shailesh Kapoor: Let’s start with a funda- mental change in the business over the last SHAILESH KAPOOR few years. Back in the ’80s, hit films would have run for 25 or 50 weeks, even 100 weeks. Filmmaker Anurag Kashyap represents a new genre of cinema, Today, even for the best films, 40-50 per cent the kind of films which are backed by Vikram Malhotra (Viacom 18 business comes from the first week. Does this change have an impact on your decisions as a Motion Pictures). The duo discusses the future of film content and studio head? marketing with a noted content researcher, Shailesh Kapoor. VVikramikram Malhotra:M This change is not unique toto cinemcinemaa alone. The attention span of today’s consumingconsumin class in general is becoming shorter. TheThe desidesirer to consume more than one brand in thethe same category is much higher. What was clas- sicallysically calledcal the marketer’s consideration set of brandsbrands is now much wider, across categories. As a consequence,consequ the time spent with one brand has reducedreduced ssignificantly.i

A lot of mediocrity is hidinhidingg behind the garb of “different”“diffe cinema today. VIKRAMIKRAM MALHOTRA

InIn tthe past, films that would appeal to a set ofof viviewers,e say the urban youth, were few and farfar iin between. Today, you have such films releasingrele almost every weekend. As a result, ttheh ability to engage with fresher content in a relatively short time frame has gone up.u I don’t think we should look at it as a worrying aspect that our films have shorter shelf lives in theatres, as long as the footfalls are going up and consistency of consumption is being maintained.

Shailesh: But for somebody like you, AAnurag, who does not make films wwith a starcast that ensures a 12-15 ccrore box office on the first day, does ththis dependence on the first weekend puput you under pressure? AAnuragn Kashyap: Recently, Gangs Of WasseypurWa 2 (GOW2) was in the theatres whwhene Ek Tha Tiger released. Despite GOW2 doingdoin well, it was pushed out of theatres, becausebecau every distributor and exhibitor want- eded to maximize the first weekend of Ek Tha TigerTiger. Now,N all the big films coming up will want theth same kind of space as Ek Tha Tiger. Even eexhibitorsx will support these films, because ooff tthehe ffootfallso they think they can get in the very

FOTOCORP &29(56725<

first week. As a result, all the other films will get the 18-23-year segment makes up the majority in marginalized to that one screen that’s 20 per cent of most movies. the screen strength. Slowly, we are taking the choice Anurag: If you look at IMDb (Internet Movie away from the viewer. Someone is deciding that no Database), 70 per cent of the voters are in the 18-30 one wants to watch these films. But that’s not true! age group.

Shailesh: So multiplexes become more like Shailesh: In our assessment too, 80-85 per cent single screens for a big banner release. of regular theatre viewers would belong to the Anurag: Yes, so if we don’t have more screens or 15-30-year age group. But while we talk of the more specialized screens, it will almost be like forc- fact that they are open to newer and uncon- ing people to watch only one kind of films. And ventional subjects, there also seems to be a other kind of cinema viewing will happen through section of the same youth that is accepting other media such as the iPad or the laptop. And escapist, dumbed down or lowbrow cinema somewhere, the quality is going to suffer, because quite easily. There are films that tend to do everybody will start making films thinking the busi- well only on the strength of their starcast, ness is going to be the first weekend. It is already music or action. happening this year. And that is my deep fear.

Shailesh: Interesting, because one of the met- We need to make cinema rics we track is the actual exit poll-based accessible. You don’t need

Word of Mouth (WOM) of the films. And the FOTOCORP best WOM films of this year so far are the two Anurag Kashyap a shopping mall or a fancy Wasseypur films, Kahaani, Vicky Donor and now Barfi. But except Barfi, none of the others mainstream, are not pushing the envelope to make multiplex to watch films. crossed the 100 crore mark. it to `300-400 crore. All they need to do is to work ANURAG KASHYAP Vikram: But still, there is a greater ROI to be harder on the content. But nobody is willing to made in the unconventional market today, than do it because the mathematics is worked out. The Anurag: Back in the 80s, we were exposed to only in the conventional market. Today, a Kahaani has marketing, the pitching, the weekend, the number one kind of cinema and that was lowbrow. Today, done `60 crore plus. That is mainstream business of screens, it’s all calculated. the biggest patronage of such cinema is from single to my mind. Films like Tanu Weds Manu, Vicky Vikram: Today, advertising campaigns are disap- screens, or in multiplexes where people are actually Donor and Ishaqzaade may not carry conventional pearing on Sunday. Listing ads are disappearing watching and having fun. They are looking at it as a appeal, but they give good returns on investment. the second weekend onwards. Box office is front- fun film, and not taking it seriously. Kahaani’s second weekend was as large as its first loaded because you are not prompting the audience Vikram: Also, the value that they are seeking out weekend. For GOW1, the first Monday-Thursday beyond the first seven days anyway. I’ve been asked of their time and money has changed. In the ’80s, was 70 per cent of the weekend. So WOM does by people in the industry on why we are advertising your expectation of a movie-viewing experience play a role. But yes, there is tendency to frontload our films in the second and third week. And my was that it would change your life, because you the business and the floodgates will open up when point is that there seems to be a significant audi- watched one film in 3-4 months. an Ek Tha Tiger happens. ence that has not seen the film, which has been proven true in cases like Kahaani or GOW. So, the Shailesh: So it became an event. Shailesh: But even if we talk about the really onus to grow the box office is on the industry. I Vikram: It was an event, and if the film didn’t big films, in a country of 120 crore people, don’t think the audience is turning around and say- deliver, you felt like chopping the actor or direc- where almost 75-80 crore are watching satel- ing that we don’t want to watch a film. tor’s head off. But today, you are back at the same lite television, even for a film like 3 Idiots, the property in the second week. So, when you step theatre audience was only 2.5-3 crore people. Shailesh: Another development in the last 4-5 into a film from which you don’t have too many Is it lack of availability of theatres, or piracy, years is that the audience profile has become fancy, creative expectations, the only expectation or even other factors? But I feel that the stu- younger, definitely in the metros. From fam- is to have a good time. You visit the food court, do dios are not investing enough to expand the ily viewing, it is more about friends going some window-shopping and you are happy. reach. together to the theatres. But again, it’s not just the film industry. It’s hap- Anurag: I really don’t blame piracy for it. When Vikram: Yes, and it’s an extremely positive devel- pening elsewhere too. Earlier, a pair of Levi’s was I was growing up near Faizabad, I always wanted opment, because the youth are open to newer considered a thing to treasure. Today, the explo- to watch certain films, but they were not avail- content. Money has less critical importance in their sion of brands has reduced the treasured place such able. I would see the posters in the newspaper. But life, with a lot of discretionary spend that happens an article has in your life. where do you go to watch it? If it was an Amitabh in that age group, because they are not tied down Bachchan film, my dad would take us to Lucknow by responsibility. This is also the audience that’s Shailesh: A lot of unconventional films are for it. For other films, we would hire a VCR and sensing the experience of going back to the thea- being made, often on small budgets. But are watch them on a bootlegged tape. I remember see- tres, instead of consuming content on television all films really good in terms of content? ing Mr. India on a bootlegged tape. The tape did not or in pirated forms. Our assessment shows that Vikram: I have first-hand experience in this. For have the climax, because it was a long film! every Tanu Weds Manu, Kahaani, Shaitaan, GOW In small towns, people watch pirated films or Pyaar Ka Punchnama, I’ve personally received because either it is not available to them in theatres, at least a dozen pitches each for similar subjects. or they can’t afford those kind of prices. We need to After ten minutes of synopsis, the person on the make cinema accessible. You don’t need a shopping other side says, look and feel mein yeh bilkul Gangs of mall or a fancy multiplex. You can take the ground Wasseypur jaisi hai. With platforms to push talent floor of a building and make six screens, like the also comes mediocrity. Unfortunately, a lot of that Apollo chain of theatres. They have six 70-seaters mediocrity is hiding behind the garb of “different” in a basement, and they run to packed houses. It is cinema today. sustainable if the costs are kept low. Anurag: I recently said I’m not an NGO, because I get 12-15 calls a day, by people who have made Shailesh: Shailesh: But who has the onus to some film somewhere, and want me to watch it and do this? We all seem satisfied with 100 crore. endorse it. I have spent a lot of time understand-

Anurag: I agree. If one film does 100 crore, the FOTOCORP next film should do more than that. The so-called Shailesh Kapoor FRQWLQXHGRQSDJH>>

afaqs! Reporter, October 16-31, 2012 31

1(:6',*,7$/ LOCOBUZZ What’s the Buzz? According to the Buzz report, people who follow big brands don’t necessarily interact with them regularly. Thus, a big fan base may not result in effective brand messaging. News Bureau

t is not necessary that a big base will result in 723,1',$1%5$1'6 effective brand messaging, reveals the findings Name Engagement % Engagement % Iof a study by LocoBuzz, a geo location-based (Based on Talking (All Facebook/ research and social marketing agency. According About Us) LocoBuzz) to the study titled Buzz report, it has been noticed Shaadi.com 25.43 7.341 that ‘Big is not necessarily better’ - meaning that very few brands which have around a million fans Axe Angels Club 7.04 1.26 have an engagement ratio of 1 per cent and above. Cafe Coffee Day 6.8 0.9 This further leads to the conclusion that people Docomo 4.07 0.547 who follow big brands don’t necessarily interact with them regularly, thus breaking the myth that MTV India 3.88 0.324 a big fan base results in effectivefective Kingfisher 2.05 0.302 brand messaging. Fastrack 2.2 0.281 data collected from September 4 to September 10, Vidyasagar Parivelli,, 2012. A LocoBuzz Social Media Analytics tool was head, social media analysis, Vodafone ZooZoos 4.44 0.259 used to collate the number of Likes, Comments LocoBuzz, says, “The and Shares that each post from each brand received findings are astonishing! 723,17(51$7,21$/%5$1'6 over a period of these seven days. This data was Brands that have over Name Engagement % Engagement % further used to calculate the engagement score 1,000,000 strong fan-basee (Based on talking (All Facebook/ based on the following formula provided on have a much lower engagementnt about us) LocoBuzz) AllFacebook.com rate than we expected.” MTV 1.8 0.543 It was found that a lot of brands that have a As per the research, a Facebook brand good ‘Talking about this’ score, do not have any page is now an integral part of most marketing Disney 2.41 0.378 real time engagement (Likes, Comments and strategies around the world. However, the YouTube 0.66 0.002 Shares). Interestingly, it was only matrimonial success and impact of a brand campaign on Facebook 0.61 0.001 brand Shaadi.com which managed to grab the Facebook is no longer defined by the number of highest engagement rate in the world amongst all Coca Cola 3.01 0 people that ‘Like’ the page, but is now gauged by how brands, with over 25 per cent engagement ratio on interactive the brand is with people that like the page. Facebook and 7 per cent on LocoBuzz. LocoBuzz has conducted the study based on the Matrimonial brand Shaadi. The findings clearly proved that a brand could ‘Talking about this’ score available on Facebook be popular but it can’t be effective on Facebook and combining it with the engagement formula com grabbed the highest unless it engages its fans. „ used by AllFacebook.com. The study is based on engagement rate. [email protected]

<< FRQWLQXHGIURPSDJH it. As that happens more, do you I believe marketing spends on think conventional media like films are going to come down drasti- print ads or hoardings or normal cally in the next few years. This is a Discussion... promos will have only so much stated challenge to my team. In an ing which types of films have con- role to play, and you will have to environment where the industry is sumption, which films have potential rely on WOM, and therefore, the spending more on marketing, where across international festivals. When I metric will change on how you everyone is making statements like see a film like that, I’d go all out. But market a film? we want to break the clutter, I’m not otherwise. Vikram: I completely and deeply saying we’ve been there and done Vikram: And because we are seen as agree with you. My marketing team that. Now is the time to device a a studio that backs such work, we are has been given the challenge to dis- new engagement. It could be online, flooded with unconventional work. cover what I call Marketing 3.0, it could even be conventional televi- It’s becoming difficult by the day to with a simple objective that you sion. It could well be that a maker say no. Every time a script comes can’t be using conventional market- like Anurag Kashyap goes on camera to us, there is an expectation that, ing tools when the audience is sit- for 30 seconds saying I’ve made a

“Didn’t you market Kahaani? Didn’t ting on unconventional platforms. FOTOCORP film like this, go and watch it. Or you pick up Pyaar Ka Punchnama?” Facebook, Twitter and WOM are Vikram Malhotra instead of buying media for 5 crore, all important, but they are tools that I’ll get Sachin Tendulkar to endorse Shailesh: Vikram, there has been can’t be influenced. They have a is, in a more cost-effective manner. my film, where he says ‘I saw Aiyyaa a change in film marketing. Social momentum of their own. We are yet not engaging with people and I think it’s a fantastic film and media is becoming more impor- on one-on-one basis. I think one area you should go and watch it’. If peo- tant by the day. In a recent study Shailesh: They are the outcome that will drastically change is what we ple can buy Pepsi, Coke or MRF on we conducted, it clearly came out of other tools. call PR. All these articles that we pub- his endorsement, won’t they watch a that people would rather trust Vikram: Yes, so I don’t think it’s the lish, get published or are published film on his endorsement? Far easier the opinion of their friends, than death of the audio-visual promo, print on their own, amount to meaningless to believe than believing that a big trust film critics. Film marketing ad or the hoarding. The challenge is, self-propagation. It is not influencing celebrity drives, say, a Hyundai. „ has a strong WOM element to how will you convey what your film the audience. [email protected]

34 afaqs! Reporter, October 16-31, 2012

32,1762)9,(: Do We Need Two-National-level Advertising Bodies? With The Ad Club dropping Bombay from its name, in order to be national in stature, we are left with two national level bodies representative of the ad industry. By Shibani Gharat

$1,/1$,5 6$1',37$5.$6 35$7$3%26( 1$*(6+$/$, CEO & Managing Partner, President (Customer Strategy) and CEO COO, DDB Mudra Group and Secretary, ED, India Operations, Draftfcb Law & Kenneth India (Future Media and T24), Future Group The Advertising Club Ulka Group FOTOCORP FOTOCORP FOTOCORP A REPRESENTATIVE IN A WAY, THERE IS THE AAAI LOOKS AFTER AAAI AND AD BODY SHOULD BE AS A POINT WHEN YOU THE ADVERTISING AND CLUB BOMBAY ARE COHESIVE AS AN IBF SAY THAT THERE IS THE MEDIA INDUSTRY FUNDAMENTALLY (INDIAN BROADCASTING NO NEED FOR TWO AND IS MORE LIKE A DISTINCTIVE BODIES FEDERATION) OR BODIES BUT I FEEL WATCHDOG FOR THE IN TERMS OF THEIR INS (THE INDIAN THAT THEY CAN INDUSTRY – SORT OF AN OBJECTIVES AND NEWSPAPERS SOCIETY). REALLY CO-EXIST AS INDUSTRY REGULATOR. THEIR COMPOSITION. Lobbying, negotiating, they have, for many years. AAAI Ad Club is a body that looks AAAI is comprised of corpo- regulating, rewarding - all of represents the harder interest after the industry interest. rate members specifically from these should happen through of the industry, whereas Ad Club Ad Club plays two roles; the advertising business (full one body. Today, I am not represents the softer interests in the first one is that it provides service ad agencies, creative and sure on which one is doing terms of being a body that organ- recognition to the quality of media agencies) whereas Ad Club my job. ises awards and seminars. work, through awards and the Bombay is comprised of individu- Why can’t there be an One acts as a financial rep- second role is the continuing als from across the clients, media authority with sub-commit- resentation, whereas the other education program. and advertising spectrum. tees doing various things. as creative representation of The reason to drop To put it in context, if there Advertising is too small an the industry. But, the two of Bombay and go national are any duplications like awards, industry to have multiple bod- them need to find a way to work was because we felt that the two bodies have come togeth- ies. Even the management together. the ad fraternity is beyond er, which is why we have Abby’s committee in both the boards Goafest 2012 is the biggest Bombay and the entries for at Goafest for the last five years. must have thought about this, example when the two bodies Effies, Emvies and such other At the end of the day, profession- but the fact, that multiple came together. They need to set awards come from all corners als are involved in AAAI and Ad bodies exist, clearly depicts a many such examples where there of India. In fact, a step in this Club and they go about things in clash. I am not clear on the is a combined effort in one direc- direction was taken last year, a professional and neutral way in equation between the mem- tion by these bodies. when the first round for judg- the larger interest of everyone. bers of both the boards, but ing of Effies 2011 was held in To close, are there not FICCI, clearly they are not one unit. New Delhi. CII, Assocham, PHD and BCCI? There are many issues like The whole idea is to make They have all been around for evaluation, remuneration, idea it more encompassing and years and is there not a fair stealing, and many more, to all inclusive, be it through amount of similarities in them. To battle with. And what is the awards, knowledge sharing or sum up, ‘‘you will be relevant as reason for creating two buckets. industry participation. long as you stay relevant.’’

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International Leaders and India’s Foremost in edenred.co.in Work-Life Benefits, Rewards and Loyalty Solutions 1(:60(',$ CARTOON NETWORK New Avatar Cartoon Network partnered with Sterling Publishers and launched the Ben 10 series magazine in India in September. News Bureau

artoon Network, the kids’ entertainment channel, Cpartnered with Sterling Publishers and launched the Ben 10 series in a magazine format in India in the month of September. The magazine is a bi-monthly 32-page product, wherein the content mix ranges from games, alien adven- tures, solving puzzles, cracking codes and collecting facts about Ben’s alien transformations, enemies and their origins. Each magazine comes with a unique pull-out poster. Priced at `60, the Ben 10 magazine will bebe avaavailableilable at various rretailetail stores including Cartoon Network Enterprises aims to LLandmark,andmark, CCrossword, bridge the gap between kids and their TTimeime Out, BigBi Bazaar, WalMart and favourite TV characters so that they too can be a various bookstoresb across India. The bi-monthly will have part of the toon world they admire.” GGauravau Brar, direc- Gaurav K Ghai, director, Sterling Publishers, ttor,or, Cartoon Network mixed content from games, says, “Sterling is happy to partner with Cartoon EEnterprises,n South Asia, alien adventures, puzzles Network to launch the first-ever Ben 10 magazine TTurner International in India. Ben 10 has a strong and special connect InIndia says in an official and facts about Ben 10. with boys in the age group of 4-10 years. This stastatement,t “Kids across magazine is packed with fun facts, games, puz- India adore Ben products. The launch of this unique and interac- zles and everything about Ben10. We are sure this 10 and constantly tive Ben 10 magazine will give kids an exciting magazine will bring hours of reading and activity demand new and portal into the adventurous, fantastical, alien world fun for Ben10 fans.” „ innovative branded of Ben 10. This is yet another attempt by which [email protected]

BUBBLE TV edgment of the dramatic rise of mobile, web and social networks towards brand awareness, con- Videos to Engage on the Mobile sideration, purchases and loyalty. With the kind of reach, inno- The platform will provide brands entertaining ways for on-screen consumer vation, experimentation and cultural influence, they are no engagement on various digital media. By Jhumur Nandi longer a support medium, they are the medium. Again, this calls for houghtbubbles, the crea- our own digital TV soon, or create “Bubble TV is an acknowl- new fresh content for consumer tive network for advertising, engagement and talking to them Tdesign and marketing, has in a way they like to be spoken to,” launched Bubble TV, its latest plat- adds Motiani. form on content generation that will Speaking further on its advan- act as a collective hub for creativity, tages and plans, Motiani elaborates, technology and media. brand messaging which is free from “It is universal and at the same Bubble TV is a content generating the rigidity of brand manuals to be time, works great with a niche firm that will produce mainstream more democratic with colloquial audience, and localised segmented video content in story-telling, brand ways of brand connect,” says Manoj groups including regional groups. story and plug-in formats. The new Motiani, founder and chief creative, We could even cover a lot of company will create tons of videos Thoughtbubbles. personal stories from every with message plug-ins woven The idea behind the launch of nook and corner of the world. around fun, humour, ideas, emo- Bubble TV is to provide brands We will take up regional assign- tions, opinions, spoofs, and even entertaining ways for on-screen ments and work specifically social messages. “We will provide consumer engagement on smart- to create interesting language interesting content to electronic phones, tablets, social networks and content.” „ channels and networks, or launch other digital media. Motiani: digital is the medium [email protected]

38 afaqs! Reporter, October 16-31, 2012

352),/( _1(:6 ALOK AGRAWAL I CEO I ZEE NEWS Fresh Viewpoint

By Anushree Bhattacharyya ed people such as Pat (Prathap Suthan), Naresh (Gupta) and Ashutosh (Khanna), and we managed to win a host of accounts including General Motors, orty-six-year-oldorty-six-year-ol Alok Agrawal has just changed and Samsung apart from a few government busi- tracks.tracks. After spspendinge 20-odd years in the adver- nesses,” he reminisces. Ftisingtising business, he has moved to the broadcasting One of the accounts which Agrawal found tough sideside as the CEO of ZeeZ News. to handle was that of the Bharatiya Janata Party (BJP). Agrawal,Agrawal, an IIM alumnus, always wanted to “While working on the campaign for 1999 elections, bbee in advertising,advertis since his early days. But he we would be briefed in the evening and asked to pre- sstartedtarted hhisis ccareera with a company called Blow sent the idea the next day at 5 PM. The same process PlPlast.ast. TThishis was because he wanted an on- would be repeated the next day. By time, the party ggroundround salsalese experience before he moved to officials actually zeroed down on the campaign, we hhisis favouritefavouri field. had created some 300-350 campaigns.” TThough,houg it has been an easy path Agrawal admits that he learnt the art of pitching at forfor him in advertising Grey Delhi. “Here, I learnt the trick asas well. His advertising of the trade while in my previous stintstint beganbeg with Trikaya stints I was accustomed mostly with GreyGrey (now Grey “There is an client servicing.” Worldwide),Worldw when In 2003, he moved to Mohammed itit set up its office in opportunity Khan’s agency Enterprise (now Bengaluru.Benga He joined Bates). “So the next five years, I thethe agencyag in 1993 as to look at the learnt Khan’s way of advertising. He accountaccou director and news business was all about creativity, so in a way I spentspent five years there unlearned everything I knew about learninglearni advertising. with a fresh advertising to re-learn it,” he adds. “It wasw a new office In the summer of 2008, Agrawal with a small team. perspective.” joined Cheil as chief operating offic- SinceSince there was no er, where he headed the South West oneone tot guide me I Asia operations. “The biggest prob- learnedlearne advertising of my own. I still lem at Cheil was that it was never able to attract good rememberremem my first brand launch, talent because of its name and the fact that it was only ArrowArrow (shirts), and how I spent the driven by one brand (Samsung).” entireentire night making artworks,” he “At Cheil for the first time I grew business beyond recollects.recoll mainline advertising with below-the-line (BTL), out- FromFro Grey, Agrawal moved to Euro of-home (OOH) and digital. I am satisfied that I RSCGRSCG (now Havas Worldwide). He have been able to build an agency which is truly 360 notnot onlyon changed agencies, but shifted degree,” he says. toto a newnew city as well. He moved to Delhi, And now as the CEO of Zee News, Agrawal is SUSHIL KUMAR hishis hometown.home However, the Euro-stint geared up to take on new set of challenges. “Right now, lastedlasted onlyonl for a few months, and the same the TV news business is going through a tough time, year, AgrawalAgr moved to Trikaya Grey, as viewership of the category is declining with respect Delhi.Delhi. to the overall TV viewing. So there is an opportunity “Grey’s“Grey’ Delhi branch was not doing to look at the overall business with a fresh perspective veryvery wellwel in terms of business. The and this where I will play an important role,” ends officeoffice wasw on the verge of shutting Agrawal. „ down.down. SoS I along with few like-mind- [email protected]

1(:60(',$ SAB Never-ending Expedition SAB launches its fourth show since February 2012 in the 8 PM slot. It has already invested in shows like I Love my India, Bhai Bhaiya Brother and Golmaal Hai Bhai Sab Golmaal Hai. News Bureau

ulti Screen Media’s (MSM) second action. Anooj Kapoor, executive vice-president general entertainment channel, SAB and business head, SAB TV says that the produc- MTV has launched a new character, a tion cost of the show is similar to that of other child superhero called Baal Veer, in an attempt to shows as most of the 3D show sets are shot in pull the younger audience. The channel has also chroma and the editing is done later. Thus, the announced the launch of two new shows in the cost is not recurring. coming quarter, one of them being the second Kapoor adds that even amidst all the launches season of the popular silent comedy, Gutar Gu. and shut downs of the shows, where the total The channel recently launched two new shows, GRPs for the channel stays at 131 for the current Jeanie aur Juju (remake of an international format)) week (4+() HSM), the GRP for the kids’ and Waah Waah kyaya Baat Hai ((firstfirst non-fictionon-fictionn ssegmentegment stastaysy at 186 points (4-14 show on SAB). yyears,ears, HSHSM).M This segment, he Earlier, SAB had ssays,ays, wiwill be tapped through two magic-basedd tthishis sshow.h plots on the 8 PM time band for quite shows, Gilli Gillii AAlso,ls he states that some time. To consider the current Gappa and Ringg ththee audiencesa generally year, SAB unexpectedly axed four of its Wrong Ring, whichh watcwatchh the channel 8:30 shows to give way to this, the fifth show were launchedd PPMM ononwards,w as all the other on the time slot. The shows which together. Both ggar-ar- have been axed include Chintu Chinki nered TVRs in thehe range aur Ek Badi Si Love Story (August, 2011 of 1. to February, 2012), I Love My India (February 2012 Baal Veer is thethe storstoryy Baal Veer is the to May 2012), Bhai Bhaiya Brother (May, 2012 to of a child with supernatu-pernatu- story of a child with August, 2012) and Golmaal Hai Bhai Sab Golmaal ral powers bestowedwed on Hai (August 2012 to October 8, 2012). him by 13 fairies ofof fairy-fairy- supernatural powers The channel also launched a marketing cam- land. It narrates thethe tale paign extended across various media platforms. of the fight betweeneen two bestowed on him by 13 The OOH campaign was launched across 65 fantasy worlds, a negativenegative cities. Interestingly, it has launched a game on (bhayankar-stan) and a fairies of fairyland. Facebook, named SABurbia. The game features positive (pari-stan).stan). the characters from different shows on the chan- Baal Veer, however,wever, ttimeime slotss garner better ratings. He nel. Baal Veer, too, will find a place in this stays on earth withth a adds,adds, “With Baal Veer on-board, we game, soon. joint family. expectexpec kids to behave as engines to Apart from this, the channel will be launch- The show usess a dragdrag the families to tune in to SAB ing the second season of Gutar Gu, the most lot of graphics withwith TV,TV, right from 8 PM.” popular silent comedy fiction show on a combination of It may be noted that the chan- Indian television in November, this year. „ animation and realeal nelnel hash been trying new shows and [email protected]

SUNIIL PUNJABI This ‘migratory population’ don’t have any particular favourites. Business head, had led to a lot of singles now The key take away is important AXN, India handling their life individually. rather than the book or its author. They are out of the social circle However, I have enjoyed reading urrently I am reading the newly of their parents or families; living Catch 22 by the American author Claunched book, Unhooked by singularly. Joseph Heller. The book is set dur- Munmun Ghosh. It is tough to Apart from this book, my ing the second World War and it describe the genre of the book, but favourite genre is reality, truth and gives a third person point of view I still would like to place it in the destination. As a person, through different characters. ‘reality’ section. I like real things, and I also loved reading

5HDGLQJ5RRP Unhooked is a story about the professionally, I like to Life of Pi by Yann Martel. modern day woman. It is a journey understand The book deals with of single living in the social change changes and the issues of practical- which India is growing through. the reason ity and spirituality from The reason I personally connect behind the an early age. The next with this book is because I have various entertainment companies. changes in the book in my reading list seen ‘social change’ happening in India is going through a ‘social society. is that I am writing. The India closely for the last decade. change’ and the primary reason for I like to title is Life on Square Wheels, I have been an integral part of this change has been the change in read books for though I don’t intend to get the retail and real estate change in the employment structure in the what they are, it published. „ India through my previous stints at country. and personally As told to Raushni Bhagia

42 afaqs! Reporter, October 16-31, 2012

1(:63(23/(

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

mong the big Industries after seven ithin the mainline creative agencies, the Anews in the past years. Backed by 28 Wbuzz was subdued when it came to change fortnight was Starcom years of experience in of senior hands. Mudra lost a trusted hand in MediaVest Group’s brand marketing and its arsenal with Sudarshan Banerjee putting in CVL Srinivas calling it advertising, Khan last his papers. Banerjee is among the latest ones to a day at the organisa- worked as senior vice- be bit by the entrepre- tion. Srinivas, a popular president and national neurial bug. Working figure leading the group business head at Tata up the ranks within the was chairman, Starcom Teleservices. While agency that he joined MediaVest Group, there is still no con- in 2009, he is leaving as India and managing SUSHIL KUMAR SUSHIL KUMAR firmed news of his the director, business CVL SRINIVAS ABDUL KHAN director, LiquidThread mandate at Reliance, it development, DDB APAC. No sooner than is believed that he will Mudra Group. A little a day that the news was reported in the media be an advisor to and work closely with chairman over a year ago, he was came the announcement that Srinivas was on and managing director, Mukesh Ambani on new awarded the mandate his way to head rival group, GroupM as chief business projects and ventures. To Khan, Reliance to head Mudra’s inter- executive officer, South Asia. He succeeds Vikram will be familiar ground after having helped the ests in Ahmedabad and SUDARSHAN BANERJEE Sakhuja who was recently promoted as the global company launch its telecom venture in 2000 dur- he picked up addition- CEO of Maxus. Srinivas is slated to join GroupM ing his Mudra days and later heading marketing at al responsibilities as in early 2013 once his notice period ends. A media Reliance Infocomm. well, thereafter. veteran, he joined Starcom in early 2011 taking More news came from the Reliance camp, Former executive creative director at Grey, over from Ravi Kiran, the group’s ex-head. although from the ADAG Group, with sen- Karan Rawat finally announced his next move Quick to make up for ior appointments that were made at Reliance as he joined Bhupal the loss, Starcom imme- Broadcast Network. The company appointed Ramnathkar’s diately announced Ashwin Sashital as vice-president, BIG RTL. He Umbrella Design that Mallikarjunadas will report to Sunil Kumaran, head, Language TV as president and CR or Malli as he is (all channels of the network besides the English ECD. Known for known will lead the channels). Prior to this, he was associate vice-pres- his work for Killer group once Srinivas ident, STAR Pravah. The company also beefed up Jeans, Rawat goes to moves on. Malli had its sales force bringing on board Minal Sharma to Umbrella Design joined the group as head sales in the west and south at BIG CBS and chasing his love for the CEO shortly after Preeti Nayyar as the national sales head, Impact the design discipline, Srinivas’ appointment. and sales head, south and west, Language TV. an element he thinks MALLIKARJUNADAS CR For Malli, after having At A+E Networks|TV18 (JV between TV18 KARAN RAWAT is not given its due worked closely with Broadcast and A+E Networks LLC), Devika worth in advertising. the chairman in the Dayal, senior vice-president has been promoted The Advertising Club past two years, this seems like but an obvious to be the national revenue head. With more than Bombay, rechristened development. Malli, though, will continue to be a decade of experience in ad sales, Dayal has been as The Advertising called the CEO. working with Network18 since 2005. She has Club, has announced Besides the change at the top, the agency also worked with Zee Network and Discovery that Bipin Pandit, also announced new roles for Tarun Nigam, Channel through her career. The move is a part of general manager, will the leadership re-alignment currently underway at be promoted as chief Network18 News Media, the ad sales unit which operating officer of the manages the advertising interests of the news and club. Pandit joined the factual entertainment channels at the Network18 Ad Club in 1998 as Group. „ BIPIN PANDIT executive secretary. „

DIGITAL n the digital realm, Reliance Entertainment Sandeep Goyal’s Mogae Group brought on IDigital’s game division, Jump Games has roped board Deepti Jalota from Microsoft Advertising. TARUN NIGAM SULINA MENON in Eric Marlow as the vice-president of its Global Jalota joined the company as vice-president, sales Studios. A respected and will be based in Sulina Menon and Sriram Sharma. Nigam, execu- name in the gaming Gurgaon. Well expe- tive director, Starcom North will move to a industry, Marlow joins rienced in online ad new responsibility with VivaKi Exchange, come the company from sales having worked January. Menon who is also an executive direc- Zynga as executive with companies such tor with the agency and head of the Samsung and producer. At Jump as Yahoo! India, Dabur teams will take charge of Nigam’s portfolio Games, he will oversee Mediascope Publicitas in Delhi. Sharma, on the other hand who is the the company’s current and Carwale.com, vice-president, South will move to Delhi to head slate of development Jalota foresees excit- the Samsung team while Menon continues to lead projects, expand its ing times for mobile the Dabur team. portfolio and charter advertising ahead and The other surprise was veteran Tata Teleservices the future growth. He is looking to take for- hand, Abdul Khan moving back to Reliance will be based in Pune. ERIC MARLOW DEEPTI JALOTA ward Mogae’s vision. „

44 afaqs! Reporter, October 16-31, 2012

India’s Biggest Event on the Business of Television

Presents

Date: L§ƒE\œ¥i¥8V¥hS¥­½ˆ­ Venue: 1¥8œœpƒ§§S¥¯zE8p

Some of the distinguished personalities of media industry came together for the third edition of this annual event to discuss the various issues faced by the media industry. The experts shared their views on digitisation, television content, news channels and new revenue streams.

The Thought Leaders

SUBHASH CHANDRA, &+$,50$1=((/ ANURAG KASHYAP, ),/00$.(5 SHEKHAR GUPTA, (',725,1&+,(),1',$1(;35(66 On the television business... On television content... On TV anchors and editors... K¥
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46 afaqs! Reporter, October 16-31, 2012

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In India, factual A local channel is Almost every entertainment is a a low cost entry; channel on small fraction of if one gets the YouTube is the general entertain- numbers at a lower equivalent of a ment and currently cost, he will go content house. has about 5 per cent. for it.

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News Television Yes, the currency (TAM ratings) Your business and It is nobody’s birth has issues because revenue models right to get the of the sample size, need to evolve over advertiser’s money. but that is the only the time since you It has to be earned currency. consume news from and you won’t get it AVINASH KAUL, 7,0(67(/(9,6,211(7:25. all directions. on a platter. PREET DHUPAR, %%& SAM BALSARA, 0$',621:25/' The biggest challenge is to In print, IRS data minimise the carri- comes every quarter The quality of age fee. How much while TV ratings are TV news has it will decrease is the weekly. Should TV deteriorated big question. suffer for producing alarmingly. ARUN PODDAR, 35,0(&211(&7 content 24X7?

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(L-R) Sandeep Vij, Sreekant Khandekar and Subhash Chandra Paritosh Joshi, Mahesh Chauhan, Dhunji Wadia and Meraj Hasan

Nagesh Alai and Abdul Khan Shekhar Gupta and Sanjay Pugalia Suniil Punjabi and Vynsley Fernandes

Anil Nair and Nanda Kishore Sethuraman RK Lakshman, Sujeet Mishra, Saurabh Deorari and Attentive Audience Poonam Soni

Subhash Kamath, Shiv Sethuraman and Josy Paul Suresh Nimbalkar

Madan Mohan AP Parigi and G Krishnan Yash Khanna and Ravi Rao

52 afaqs! Reporter, October 16-31, 2012 India’s Biggest Event on the Business of Television

PresentsP

Debating trends in the world’s second largest TV market

Shashi Sinha, Sanjeev Kotnala and Yogesh Radhakrishnan Abdul Khan, Shashi Sinha and Sandeep Vij Sreekant Khandekar

Sonal Dabral, Ashish Khazanchi and Sagar Mahabaleshwarkar Amit Akali, Dheeraj Sinha, Dhunji Wadia and Karan Rawat

Subhash Kamath, Nirmalya Sen and Rana Barua Russel Barret and Partha Sinha

Vikram Chandra and Ashok Venkatramani PHOTOS BY SUSHIL KUMAR Poonam Dhillon and Sam Balsara Vanita Kohli-Khandekar and JD Majethia Sunder Aaron

PRESENTING SPONSOR ASSOCIATE PARTNER SUPPORTING PARTNERS

SUPPORTED BY

afaqs! Reporter, October 16-31, 2012 53 1(:622+ IDEA Magic in the Hat Two billboards measuring 52 X20 feet and 50X20 feet highlighted how the brand used Magic Hat as a core concept to establish the magical essence of the product offerings. By Jhumur Nandi

n a bid to promote and spread awareness about the new product Iproposition, Magic Recharge (RC 61), Idea Cellular had taken a simple yet interesting route. The product proposition is that when one buys RC61 at `61, one can get benefits in the range of `51-100. To keep the surprise element alive for the consumer, the brand’s the hat, balloon and glittering stars out of home (OOH) agency Bates helped establish the magic element. Wallstreet had come up with a simple The same concept was executed and eye catching concept, wherein with a little twist over a 52X20 feet a ‘Magic Hat’ was used to establish billboard at Jagdamba crossing in the magical essence of the product Vizag. Here, the magical proposition offering. The billboards highlighted came out of a mobile handset held by what the product stands for in a very the brand ambassador Mahesh Babu. simple manner. The denominations written on bal- The two innovations were execut- loons blinked one by one. Asheesh Tyagi, country head, OOH services, Bates Wallstreet, says, ed in Hyderabad and Vizag. The one placed at the “Doing innovative stuff makes sense Begumet Flyover stretch in Hyderabad measured only when it extends the core communication in 50X25 feet and showcased different denomina- an interesting manner. I am sure the ‘Magic Hat’ tions ranging between `51 and `100 coming out innovation will add another feather in the hat as balloons from a three-dimensional magic hat. that brand Idea has donned for the last couple of A visual representation of happiness and celebra- months in the Andhra Pradesh circle.” tion came out very sharply with the glittering stars The challenges faced while executing the inno- created around the hat with the help of LED. The vations were to control the motorised movement movement of balloons with various denomina- that got stuck because of rain, specially beacuse of tions coming out of the hat was controlled with the big size. „ the help of a motor. The overall combination of [email protected]

STAR PLUS Wedding Wishes Four vans traveled across the three states for a week to interact with viewers and collect good wishes for the couple. News Bureau

aanvi and Viraat, char- Viraat wedding congratulatory card acters from the show Ek was also made, in which MHazaaron Mein Meri Behna viewers wrote person- “Maanvi is one of our our viewers a chance to participate.” Hai on Star Plus, got married earlier alised messages for the most popular protago- The four vans travelled from this October. In a bid to celebrate couple and recorded nists and she is now September 30 to October 7, their wedding with viewers, the messages. A day before moving on to a new across Delhi, Noida, Ghaziabad, channel had executed an on-ground the wedding, these phase in her life. Her Lucknow, Kanpur, Allahabad, Agra, activation wherein a van travelled to greeting cards were journey is an inspira- Varanasi, Meerut, Nagpur, Nasik, various cities, announced the wed- unveiled in front of tion to all on how you Aurangabad and Pune. ding, interacted with viewers and the couple in an event can overcome chal- Recently, Star Plus conducted a collected good wishes for the couple. and the best messages lenges. Hence we felt marketing activity for another show, Four canter vans were designed attended the wedding. that it’s important Diya aur Baati Hum around Sooraj’s with show creatives that feature the Nikhil Madhok, to celebrate this major (the main protagonist) victory in two characters. In the on-ground vice-president, mar- event in her life in a Singapore. „ activity, a massive Maanvi and keting, Star Plus, says, Madhok: major event big way and also give [email protected]

54 afaqs! Reporter, October 16-31, 2012 60$57,'($

SUNSILK Hair Care and More, Online The hair studio provides users with wholesome salon experience starting with an introduction to a hair expert. It offers various services and recommends suitable products, too. News Bureau

n a bid to promote Keratinology, the latest premium hair care range launched by Sunsilk, Ithe brand has created a virtual hair studio titled ‘Keratinology Hair Studio’ as a part of its digital initiative. It is a two-month long campaign. The hair studio is an interactive user interface on YouTube (www.youtube.com/sunsilkhairex- perts). It gives the user a personalised salon experience on the brand’s custom gadget channel on YouTube. The campaign is conceptualised and executed by digital agency, BC Web Wise. The online salon service is presented by mod- el-actor Malaika Arora Khan. At the outset, she asks the user to enter her name to confirm her salon appointment. The user sees her name on an appointment list and is then introduced to a hair expert ‘Kiara’ who asks her various ques- tions about her hair (type, length and other details). The user can select from a number of hair services such as haircuts, hair styles, hair straightening and colouring. The user can upload her picture by switching on her webcam and see her image in the salon mirror, and also ‘experience’ the hair treatment being performed. The Keratinology products are used at each step, during hair wash, blow dry and hair spa, thus Virtual pampaering: screenshot of Keratinology hair studio bringing the consumer close to the products in a non-intrusive fashion. The final makeover look is, of course, the most exciting part, where the user option to buy the products at a 10 per cent dis- can actually see the difference between her before The campign gives users an count, leading her to an e-commerce site (www. and after looks. option to buy the products purplle.com). Thus, the YouTube campaign also In addition, the user is also recommended generates actual sales for the brand. „ Keratinology products that she should use and an at a 10 per cent discount. [email protected]

Stories featured on this page highlight innovative usage of media using various vehicles like print, broadcast, digital and out-of-home.

afaqs! Reporter, October 16-31, 2012 55 1(:622+ FEM Bubbly Experience The 3D Oxylife pack is separately attached to the billboard and continuously releases bubbles with the help of a special mechanism, emphasising the benefits of oxygen for skin health. By Jhumur Nandi

xygen is important for healthy skin The bubbles are created with the help of a and the same is conveyed through an special mechanism installed on the outdoor panel, Oinnovative billboard installed at NH which continuously releases bubbles from the 3D 24 Triangle in Delhi. The innovation, executed pack of Oxylife, adding dynamism to the static by out of home agency JCDecaux, promotes display. The background of the billboard features Oxylife bleach, a part of the Fem range of an image of a model with Oxylife’s tagline, products from Dabur. ‘Flawless Fair Skin, The Oxygen Effect’. The 10X8 feet billboard has real bubbles origi- The bubbles coming out of the display bill- nating from a three-dimensional pack of Oxylife board draw attention and help create top of the separately attached to the billboard. The floating mind recall for the brand. bubbles emphasise the product benefits and also Rakesh Endlaw, chief executive officer, Adbur create interest. (the in house ad agency of Dabur), says, “The

The floating bles emanating from a 3D pack of Oxylife was effectively translated to action by the technical bubbles team of JCDecaux. The display delivered an astounding recall and excellent association with emphasise brand properties.” Dipankar Chatterjee, chief operation officer, the product street furniture, JCDecaux India, says, “This is benefits. the first of its kind innovation and we are excit- ed to be working with such a reputed brand. JCDecaux provides effective reach through ‘Oxygen Effect’ mes- its pan city presence and delivers high impact sage was difficult to through innovations.” deliver in a striking The challenges faced while executing the inno- manner through a staid vation was to fix the 3D box with the panel and set outdoor display. The the timer to release the bubbles continuously. „ idea of oxygen bub- [email protected]

MTS Aggressive Expansion The campaign is spread over 50 outdoor sites such as hoardings, posters and mall branding in 20 cities of Andhra Pradesh. By Jhumur Nandi

TS has taken to an aggres- showcase images of MTS smart- sive expansion of its device phones and whenever someone Mportfolio in order to offer comes in front of the mirror, it trans- a wide range of smartphones to forms into a smaller version. CDMA customers. As a part of this This is supported by regular out- strategy, the company has recent- door creatives focused on more than supported by an integrated outdoor ly launched the Samsung Galaxy Y 20 towns within the state. In all, there campaign involving a host of conven- smartphone that supports high speed are more than 50 outdoor sites which tional and innovative elements. The data through MTS CDMA network, have been strategically chosen across most important thing was to find the providing live TV, videos, music, popular hang-out zones that witness best mix of medium and location.” social networking and much more. high footfall. Various outdoor for- The campaign is a result of The company has executed an mats including hoardings, posters, joint ideation between the MTS interesting out of home (OOH) mall branding and many more have marketing team and the execution creative at one of the most popu- been used in the campaign. agency, Converge Communications. lar shopping malls in Hyderabad. Aasheesh Verma, chief operat- It started during the mid-week of Electronic branding has been carried ing officer, Andhra Pradesh Circle, September and will continue till the out on the mirrors of washrooms at MTS India, says, “The launch of this end of October. „ the mall, wherein at first the mirrors smartphone in Andhra Pradesh is [email protected]

56 afaqs! Reporter, October 16-31, 2012 RP SINGH Free Executive Planning Director, Digital, Wheeler McCann Erickson - Commonwealth

If there is one placeplace youyou can keepkeep goinggoing backback to for a holiday, where would it be?be? Switzerland, undoubtedly.

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Post: Branch Head should have worked with an agency Exp: Fresh graduates Company: Pratisaad of repute. Location: Mumbai Communications Pvt Ltd Must have a strong print portfolio. Email: forecastadvertising@hotmail. Profile: Naturally creative Exp: 3-6 yrs com and passionate about the job Location: Mumbai ...... (communication/advertising) Email: manoj.motiani@ Post: Sr. Visualizer Ability to understand brief/ thoughtbubbles.in Company: Abbott Healthcare Pvt Ltd requirements and quickly crack ...... Profile: He / she should be able to ideas Post: Manager - Marketing, PR & ideate independently and work High sense of responsibility towards Social Media closely with the creative head deadlines and high standard of Company: Quirk Design & in development of ideas. The design work Communications incumbent should have a hands on Good communication skills (written Profile: To develop exciting and experience of designing packages and oral) - English, Hindi and Local effective PR strategies, establish a and should be able to ideate and Language. direct rapport with global journalists think out of the box. Exp: 7+ years for our multinational brands, Exp: 4 – 5 yrs Location: Bengaluru also come up with stories with a Location: Mumbai Email: [email protected] unique perspective, social Media Email: sakshi.vaishampayan@abbott...... Promotions, knowledge of Vocus is in Post: Business Development a plus ...... Manager Exp: 1-4 yrs Post: Design Specialist Company: Sokrati Location: Gurgaon Company: Capgemini Profile: Meet and or exceed Email: [email protected] Profile: Collaborate with account revenue targets by prospecting ...... managers, marketing managers and qualifying solid business Post: Manager- Business for design, layout and production opportunities that are in line with Development & Client Acquisition of marketing collaterals, Must be Webchutneys short and long term Company: Rabbit Digital (Associated hands-on with design projects. objectives. Advertising Pvt Ltd) Consistently deliver creative Lead all business development Profile: Screen potential business concepts that work across print activities including proposals and deals by analyzing market strategies, and web mediums. S/he should pitches with the goal of winning deal requirements, potential, and have the ability to identify new new business and minimizing the financials; evaluating options; opportunities for diverse design cost of sale by leveraging proven resolving internal priorities; services within the corporate consultative selling techniques. recommending equity investments. framework. Exp: 1-4years Close new business deals by Exp: 5 to 8 yrs Location: New Delhi coordinating requirements; Location: Mumbai/ Kolkata Email: [email protected] developing and negotiating Email: Pratyay.dasgupta@capgemini...... contracts. com Post: Business Development Exp: 4 - 5 yrs ...... Manager Location: Hyderabad Post: Marketing Lead Company: Sokrati Email: [email protected] Company: Capgemini Profile: Singing Sokrati’s Product ...... Profile: Develop and drive marketing & Service Offering & understand Post: Copy writer strategy for specific Service Line technology aspects of it on Company: Opus CMD of Capgemini in global markets. the back-end. Strategizing the Profile: Creative ideation for brand Work with Global Service Line ‘Go-to-Market’ plan along with building and advertising, through leaders and stakeholders to ensure prioritizations. Ability to ‘open- the written Word. Working with alignment with Business Plans. doors’ amongst the prospects for art, media and management teams Design and deliver on marketing TO ADVERTISE, CONTACT: relevant pitch sessions with CXO to develop the best in terms of services portfolio for key segments Abhilash Singh level folks. Creating customized & ideas for any brand. Those at senior and initiatives in partnership with (Delhi & Mumbai) amazing Pitch Decks & delivering levels will get to manage creative onshore peers Ph: 09999989454 Product Demo. Being on top of teams and creative strategy. Exp: 7 to 9 yrs Email: [email protected] Industry Updates from technology, Exp: 3+ yrs Location: Mumbai Priyanka Foman competition & functionality Location: Bangalore Email: Pratyay.dasgupta@capgemini. (Mumbai) perspective. Email: [email protected] com Ph: 09819984998 Email: [email protected] Exp: 4-8 yrs ...... Location: Pune/Mumbai/ Delhi Post: Client Servicing Executive Post: Visualizer [email protected] Email: [email protected], Company: Forecast – Ideas from the Company: PALASA Inc. To view other jobs in Marketing, [email protected] future. Profile: Ideator with execution skills Media and Advertising, log on to: ...... Profile: Client coordination for Exp: 1-2 yrs http://jobs.afaqs.com Post: Art director creative & media services. Having Location: Mumbai Join us on : facebook.com/jobswitch Company: Sokrati excellent presentation skills. Hard Email: [email protected] Profile: Should be design oriented, working & result oriented......

58 afaqs! Reporter, October 16-31, 2012