ON INDIA A-Z of Life Clicking the Interesting Moments of Daily Life on the 38 SAME

May 1-15, 2012 Volume 3, Issue 9 `100 30

DEFINING MOMENTS Apurva Purohit Radio City’s CEO recounts her journey. 16

CANON INDIA A-Z of Life Clicking the interesting moments of daily life ON THE 38 SAME

PROFILE Nilesh Vaidya The ‘scientiﬁc’ touch to SIDE creativity. The cola wars may have IDEA CELLULAR fizzled out, but Pepsi and Another World 12 Coke are fighting a FLIPKART different battle. And, for Just Kidding 14 a change, they are not FACEBOOK targeting each other. A New Language 31 28 IMAGINE TV Last Nail in the Coffin 39

EDITORIAL

This fortnight... Volume 3, Issue 9

EDITOR Sreekant Khandekar ry the blind Cola tasting test on a consumer. The chances are that he will not be able to PUBLISHER T tell whether he is drinking Coke or Pepsi, especially if he is not a cola drinker. Some could Prasanna Singh say that Pepsi is a little sweeter but the fact is that, worldwide, people do get confused between EXECUTIVE EDITOR the two brands. Prajjal Saha SENIOR LAYOUT ARTIST Pepsi and Coke have been at loggerheads for more than 100 years now. Vinay Dominic Still, it’s difficult to say which one of the two is a clear winner. And it’s not LOGISTICS about the market size that the brand has garnered in respective markets. Rajesh Kanwal May 1-15, 2012 Volume 3, Issue 9 `100 30 ADVERTISING ENQUIRIES Instead, the winner is the one who gets into the consumer’s mind first. For Neha Arora, (0120) 4077866, 4077837 instance, when the consumer enters a retail shop, he could refer to a cold drink Noida DEFINING MOMENTS Apurva Purohit Khushboo Varadkar, (022) 40429702-5 Radio City’s CEO recounts her journey. as Pepsi, Coke or even Thums Up when he asks for a cola drink. 16 Mumbai Half the battle is won when the consumer calls out the brand’s name. It [email protected]

CANON INDIA doesn’t matter which brand he finally buys, but what he first asks for is the Marketing Office A-Z of Life Clicking the interesting moments of daily life winner. B-3, First Floor, Sector-4, Noida-201301. ON THE 38 Tel: (0120) 4077800. SAME The final purchase is linked to availability and distribution. Unless the Mumbai

PROFILE 501-502, Makani Center, 5th Floor, Nilesh Vaidya consumer is totally against a particular brand he would be flexible enough to The ‘scientiﬁc’ touch to SIDE creativity. Off Linking Road, Bandra (W), It has been quiet on the IDEA CELLULAR Coke and Pepsi front for Another World 12 some time now. They are accept whichever brand is offered to him in the same category. Mumbai - 400050 FLIPKART fighting a battle but the Just Kidding 14 target, for a change, is not Tel: +91-22-40429 709 - 712 FACEBOOK each other. A New Language 32 28 IMAGINE TV Last Nail in the Coffin 39 During the last few years, there has been a sea change in the marketing Bengaluru strategy for colas. From baiting each other, Pepsi and Coke opted for a ceasefire. S-1, New Bridge Corporate Centre, 777 D, 100 ft Road, Indira Nagar, They realised that there was a common enemy, and that taking potshots at each Bengaluru - 560038, India other was no longer the winning formula. Subscription Enquiries Garima Agnihotri, (0120) 4077837 The current issue looks at the various reasons why the interest around the cola wars has [email protected] fizzled out. Printed, published, and owned by Prasanna Singh, Publisher, 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, Prajjal Saha Phase II, New Delhi – 110028. [email protected] Cover Illustration Gogol CONTENTS 48 44 PLUS

GOOGLE+ GOAFEST 2012 Version 2.0 25 Celebrations A round-up of DORAEMON VS MOJACKO India’s most- The Challenger 40 looked-forward-to ad festival. PATRIKA Doubling the Dosage 42 SWITZERLAND TOURISM 12 20 Vacation Call RADIO CITY Fancy a cable car ride? Asking for More 42 Simply ﬂy out. IPL POV 36 High on Outdoors 49 Dirty Picture VIP SKYBAGS AIRCEL Was it fair forcing Sony Closet Comedy? Self-confidence KINGSTON Entertainment to shelve the Targeting the youthful ‘Keep believing’ is the Into a Pen Drive 49 screening of the movie? audience, VIP style. telecom player’s new motto.

afaqs! Reporter, May 1-15, 2012 5 SURVEY 1(:6%8//(7,1 ,V\RXU3KRQH6PDUW" Sponsored by

martphone usage in India is data plans and want operators to quite low with even the most devise plans, where they can control Soptimistic reports putting the their usage. numbers at 25 million amongst According to the report, teens Co-Optex> The state-owned emporium plans to open the 900 million plus overall mobile between 13 and 18 years in the met- new stores in Jaipur and Lucknow this year - a move that users. However, those who are ros and tier 1 towns are the heaviest will help Tamil Nadu handloom weavers attract customers in already using smartphones in India users of 3G data, with 82 per cent North India. The textile outlet, backed by the Government of are getting addicted to it in a big way being first time users of smartphone. Tamil Nadu, early this year inaugurated a modern showroom with over 45 per cent smartphone The study also revealed that only 14 in Bangalore apart from two new stores being opened - one users saying they cannot think of per cent users have a fixed broad- each in Bangalore and Mumbai, recently. The opening of going to bed without their smart- band connection at home, which showrooms was in line with the objective of consolidating phones tucked beneath the pillow. further indicates a healthy growth existing business to attract younger audience, it said. This has been found in a study for 3G services. by Ericsson Consumer Lab called Smartphones are also emerging as ‘The Promise of Mobile Broadband’. the preferred means of accessing the Jaquar> One of the largest manufacturer of faucets, the The study was conducted between internet with one out of three users company is gearing to transform into a complete bathroom November 2011 and January 2012, reporting them as the only means to brand. It plans to manufacture everything that goes into the covering 5,000 smartphone users access internet. Furthermore, it says bathroom, including ceramics, sanitary ware, wellness prod- between the age group that three out of every ucts, flushing systems, glass enclosures, geysers and lighting products. It is also increasing its focus on the export market of 15-45 across the five users prefer using MARKETING and the institutional segment in India that contributes 35 per county, to gauge the Teens between internet via a smart- cent of its sale. It is targeting revenues of `1,700 crore this early impact of the phone despite having 13 and 18 years financial year, up from last year’s `1,300 crore. roll-out of 3G in India. multiple devices at According to the in the metros home. report, the level of and tier 1 towns There is also sig- The company will The consumer durables division of addiction is so extreme Godrej Appliances> are the heaviest nificant difference be ramping up Godrej Group, is planning to open 25 exclusive brand outlets that 28 per cent peo- users of 3G data, between the men (EBOs) in 2012-13. The company will open its retail outlets ple claimed to forget and woman as far as its manufacturing through the franchisee model. Currently, it has two plants for about their surround- with 82 per cent smartphone usage capacity by nearly home appliances: Mohali ings, when they are being first time is concerned. While 50 per cent to (Punjab) and Shirwal engrossed in their men use smartphones meet the demand. (near Pune). It plans to smartphones, while users of to find directions, set up another in the 34 per cent users said smartphone. women use them to south in next four years. that smartphones have socialise. Men spend encroached on their thrice the time using quality time with their loved ones. Google Maps than women, who Jawed Habib> The popular hair stylist, who runs a The report also points out that instead talk and text more. Women chain of more than 300 salons across India, is all set to take while users expect more from the spend nearly 3 hours 38 minutes per his venture global in a strategic partnership with Procter 3G services, there is low awareness month playing Angry Birds, which & Gamble (P&G). While P&G will not pick up equity in the about mobile data plans with 28 per is about 50 per cent more than what venture, it will provide bridge financing and help identify cent buying 3G data plans think- males smartphone users spend. locations as well as the kind of services to offer and how. ing it includes unlimited data usage. Lastly, it revealed that Smartphone So far, Habib has finalised plans to set up three salons in This is leading to bill shocks among shipments in India are growing at a London and one in Singapore. It plans to open more than 50 the consumers and further develop- very fast pace thanks to a decrease salons in international markets over the next two years. ing the opinion that their respective in entry price for smartphones. operators are not offering fair price. Currently, around 3 million smart- Other concerns like low network phones are shipped every month, Royal Enfield> The 119-year-old Anglo-Indian motorcycle quality, handset battery draining though it is considerably lower than maker with a cult following, has brought its distinctive bikes faster is also impacting the uptake of overall mobile shipments of around into the modern era with new and quieter engines. The com- 3G. It also highlights the feeling that 12-15 million, the number is expect- pany once sold 74,600 motorcycles in 2011, a 40 per cent consumers expect transparent ed to double by the end of 2012. increase, all made at its 57-year-old factory on India’s south- eastern coast, and is spending $30 million this fiscal year in a push to double capacity and upgrade manufacturing QUOTE OF THE FORTNIGHT technology. The company is best known for the powerful Bullet model, but it is the newer Classic series that ‘‘Given the fact that our is driving growth in a fast-expanding Indian market. business is growing very strongly, we need to keep It has a presence Symphony> The air cooler evolving and strengthening in 60 countries manufacturer is looking for acqui- our channel policies so that sitions in the US, Europe and and sells its Middle East which will open up its channel partners sustain their products through access for distribution. The company sold 4 lakh units in healthy growth.’’ stores like India and 1.70 lakh units in rest of the world in 2011, lev- MAHESH KRISHNAN, VP (HOME APPLIANCES), SAMSUNG INDIA ON Walmart, Sears eraging from the acquisition of North America-based air REDUCING DEALER MARGINS BY 3-8 PER CENT IN THE ECONOMIC TIMES. cooler company Impco in 2008. Impco has its manufactur- and Famsa. ing facility in Mexico.

6 afaqs! Reporter, May 1-15, 2012

9X MEDIA 1(:6%8//(7,1 5RFND5ROOD Sponsored by X Media launched its sixth national music television channel. music channel, 9XO, on April At 9XO, there will not be any non- 924. Targeting the age group of music programming whatsoever. 15-21 years, the channel will focus Also, the channel’s programming is on international music content and packaged under pop-art inﬂuences.” Amagi Media> Amagi Media, the local television adver- will carry the tagline, ‘I’m On’. 9X For the record, VH1, the sis- tising specialist, has joined hands with nine MSOs in Pune Media has offerings in the Hindi ter channel of MTV, is the only and two MSOs in Kanpur to foray into the Tier II markets. as well as regional music space. It international music channel available With this, Amagi will now be present across 28 cities in India. launched 9X Jalwa, a Hindi music in India. Some other channels like While for Pune, it has partnered with Zoom, UTV Movies, UTV channel, in February. Channel V have dedicated English Bindass, Aaj Tak, Headlines Today and UTV Action, in Kanpur, 9XO will air contemporary music slots. Amagi has partnered with IBN7. With this tie-up, it claims to MEDIA English and international music. Punit Pandey, senior vice-presi- cover more than 92 per cent of the total viewership. Instead of anchor-based shows, its dent and business head, 9X Media, programming line-up will contain says, “After a series of launches across humour-based shows, like the other the regional and Hindi markets, and Dainik Bhaskar Group> The Dainik Bhaskar Group has channels of the bouquet. Two special the launch of 9XM in the United launched a residential academy for media studies, called animated characters, Kingdom, 9XO is our Dainik Bhaskar School of Media Education. The institute will Bunnies and Worms, new offering. The offer short duration residential courses meant for working will be used, where urban youth in India professionals in the media industry, including the editorial Bunnies resemble the clearly feels the need for and marketing fraternity. Dainik Bhaskar School of Media animated bunnies used a platform that deliv- Education has tied up with Dale Carnegie Training Consultants in Hollywood ﬁlms, ers international music to take up these training programmes. Dale Carnegie is a along with two Worms in a great audio-visual US-based training company which has conducted training programmes across the world for more than 100 years. living in the sewage format. With 9XO, we pipe, which will deliv- Two special believe that we address er critical comments this need gap by airing on various issues. animated the best of internation- Aidem Ventures> Aidem Ventures, an independ- The main pro- characters, al music.” ent media consulting, marketing and advertising sales grammes on the Bunnies and Some of the con- company, has been appointed as the media sales repre- channel will include tent of the channel sentative for Lakshyya Entertainment, an Odia general entertainment channel (GEC). Launched in September O-Vid, Who Dat, Worms, will be will be available online 2010, Lakshyya Entertainment is a 24X7 satellite free-to- Wotta Song, Hot Sh*t at www.9XO.in. The used. air (FTA) Odia channel. With the new partner on-board, the and Out There. The mobile telecast will not channel is expected to increase the revenues by 30-40 per channel will also host be started as of now. cent annually. It’s a commission-based deal. a talent show, OmeGrown, which To engage with consumers, the will stage performances from Indian channel has commenced several bands and will bring forward the online initiatives such as O-Boared multi-talented youth pursuing and Laugh-O-Rama. O-Board ena- Turner Broadcasting System Asia Pacific>Turner English music and its sub-cultures. bles the users to sign in and make Broadcasting System Asia Pacific (Turner) has decided to Luke Kenny, programming head, their own playlist, while the latter cease the business operations of its Hindi general entertainment channel, Imagine TV, along with its international feed, 9XO, says, “The show is not a real- deals with the funny videos posted by Imagine Dil Se, from April 12. As of now, the channel will ity show, nor a competition among the viewers on the website. continue to be seen on air, expectedly with content repeats. the bands. It’s a simple perfor- Pandey adds, “We have also However, once the official obligations are over, the channel mance-based show. There are many empanelled about 150 college stu- will go off air. Indian independent artists who are dents that we worked with in the performing all over the world. At channel construct stage across key OmeGrown, these artists will record metros. These students will continue their own songs, perform and talk to work with us as 9XO’s board of The space selling Krishna TV>Fourth Dimension about their way of music.” advisors on all the upcoming initia- company Media has been appointed to Kenny adds, “Till date, there has tives on the channel, as well as on our expects to grow handle the advertising sales for the Tamil Nadu-based chan- never been a 100 per cent inter- digital platform.” nel, Krishna TV. The space selling company expects to grow the channel’s the channel’s revenues by 15-20 per cent. While the channel revenues by mainly targets SEC A and B, it focuses on all age groups, QUOTE OF THE FORTNIGHT 15-20 per cent. except kids. Though there is no specific programming for the kids, the channel looks forward to launch kids-centric shows in the near future. Also, the channel will soon be ‘‘The sector’s improved carried worldwide by a CDN network managed by Tata transparency, scale and Communications. operating leverage will attract large domestic and Sun18>Sun 18 North that distributes 46 channels from international strategic players, Viacom18, Network18, Sun TV Network and Disney, has who will play a key role in stopped distributing the channels across the Digicable network from April 13. Sun 18 ceased the distribution in India on M&A activity.’’ account of payment issues by Digicable, the company noted. VIVEK COUTO, EXECUTIVE DIRECTOR, MPA ON HOW DIGITISATION WILL The network had issued a 21-day notice to the MSO for the DRIVE VALUE SHIFT IN INDIA PAY-TV ECOSYSTEM TO AFAQS! payment that ended on April 12. The subscription amount due is expected to be in the vicinity of `5 crore.

8 afaqs! Reporter, May 1-15, 2012

ASCI 1(:6%8//(7,1 1HHGWR0RQLWRU Sponsored by

Dentsu> Dentsu has consolidated all its overseas operations into one global team that will function under the single virtual company, Dentsu Network. The team will operate under a unified management structure that will be led by Tim Andree, president and CEO, Dentsu Network. Consequently, Rohit Ohri, executive chairman of the Japanese communications conglomerate’s India operations, is among the key leaders from across Dentsu’s global network.

(from left) LV Krishnan, I Venkat and Bharat Patel at the press meet n a move to strengthen the in over 30 newspapers (all editions) The overall size Omnicom> After acquiring 51 per cent stake in the Mudra Group last year, the Omnicom Group is now bullish on getting process of reducing mislead- and all TV channels across the coun- of the account is big accounts on board. For starters, the creative duties for ing advertisements in print and try, in all Indian languages. I estimated to be Reliance Communications, are likely to move to an Omnicom on television, ASCI (Advertising Addressing the launch of NAMS, more than `200 network agency. The business comprises the creative duties Standards Council of India) has part- Patel said, “We’re hoping this effort crore. for Reliance Communications’ GSM and CDMA services. The nered with TAM Media Research will have two consequences - more overall size of the account is estimated to be more than `200 to launch the National Advertising complaints will come in from peo- crore. Monitoring Service (NAMS). It will ple and consumer awareness will

ADVERTISING begin its operation on May 1. increase.” He added that this will I Venkat, chairman, ASCI; LV also increase the compliance of ad Krishnan, chief executive ofﬁcer, makers, who will tend to become >> ACCOUNT MOVEMENT TAM Media Research; Bharat Patel, more mindful about ASCI’s code. member of the consultative com- Venkat said, “The NAMS ini- > FMCG conglomerate CavinKare has mittee of ASCI and ex-P&G India tiative is a paradigm shift for self awarded Leo Burnett Mumbai with the creative chairman and managing director; regulation in Indian advertising, duties for its upcoming henna (mehendi) brand. and Alan Collaco, secretary gen- probably a benchmark for other The product is likely to be marketed under the eral, ASCI, announced the launch countries as something like this has name ‘Nyle Henna’, implying that the offering is of NAMS at a press event held in never been attempted on this scale an extension of the company’s existing hair care South Mumbai recently. anywhere in the world.” He added brand Nyle, best known for its shampoo range. The development is the result of a multi-agency pitch. The agency will be required On an average, AdEx India, that NAMS will serve to strengthen to work on the launch campaign for the brand. MEC is the media planning and buying TAM’s specialist division, will track the ad self-regulation and redressal agency on the CavinKare account. and monitor around 350 TV ads and process as the authorities will now 10,860 newspaper ads per week. All be able to proactively monitor a these ads will be assessed closely. wider numbers of ads. Those violating Chapter 1 of the “This will signiﬁcantly reduce > Corporation Bank has empanelled a set of ASCI code - related to unsubstanti- release of misleading advertising in eight agencies for the next two years. These include Magnum Intergrafiks, R K Swamy ated, misleading or false claims in India,” said Venkat. BBDO, Inter Publicity, Ad Syndicate, Sobhagya Advertising, Akar the advertisement - will be pulled TAM’s Krishnan added, “Apart Advertising, JWT and Mudra. The empanelled agencies will be responsible for up. These ads will then be for- from media measurement, for dec- carrying out the bank’s publicity campaigns across media channels. The development warded to ASCI on a weekly basis, ades now, we have been playing is the result of a multi-agency pitch that was conducted in Mangalore. The incumbent where these will be processed as per a silent yet central industry role creative roster comprised four creative agencies including R K Swamy BBDO, Ad ASCI’s normal complaint procedure towards media (advertising) moni- Syndicate, Magnum Intergrafiks and Goldmine Advertising. through the Consumer Complaints toring and analytics as well. Our Council (CCC) for adjudication. partnership with ASCI is yet anoth- AdEx India will monitor ads er reiteration of the neutral role we Digital marketing agency Ignitee Digital Solutions has won the digital across categories. The authorities play within the Indian advertising > marketing account of Getit Infoservices, a directional media company that connects will track the ads appearing landscape.” buyers and sellers through information products and services. The agency’s mandate includes working on targeted and comprehensive paid media exercises across search, display and mobile, ensuring constant QUOTE OF THE FORTNIGHT visibility of the brand on these platforms. Ignitee will also manage the company’s ‘‘Consumers don’t like being social media presence. forced to watch ads. We know this, but we’ve yet to come up with an alternative to the > Rajasthan Royals has awarded its social media 15-30 second pre-roll that duties to FoxyMoron, a Mumbai-based digital agency, to up its interaction and popularity levels many consumers see as an with the fans. The agency was chosen after the obtrusive time delay.’’ franchise evaluated the credentials of a few others. No open pitch was conducted. The agency has already begun work, utilising to the maximum Facebook, Twitter BERNARD GERSHON, PRESIDENT, GERSHONMEDIA, ON WHETHER ONLINE VIDEO ADS ARE PERCEIVED AS A WASTE OF TIME, IN ADAGE.COM. and YouTube to design and build a digital platform that will provide a network for Rajasthan Royals’ fans across the world.

10 afaqs! Reporter, May 1-15, 2012

1(:6$'9(57,6,1* IDEA CELLULAR Another World Through its latest bunch of humour-laden TVCs that promote the brand’s 3G smartphone apps, Idea Cellular talks about how an idea can change one’s afterlife experience. By Ashwini Gangal

aking its ‘What an Idea, Sirji’ brand thought yet another step forward, Idea Cellular has Treleased a series of new TVCs, set with heaven as a backdrop. The ads underscore how the brand stands for newer ideas and shuns old ones, and are being aired extensively during the ongoing IPL tournament. Featuring long-standing brand ambassador Abhishek Bachchan, the films are about Idea 3G smartphone’s Google goggles, a mosquito repel- lent app, and as the male VO (voiceover) puts it - ‘other heavenly apps’. Towards the end of the ads, a super with the words ‘An Idea can change your afterlife’ is flashed on the screen. When asked about how the creative team zeroed in on the heaven theme, Ashwin Varkey, creative director, Lowe Lintas tells afaqs! Reporter that Idea’s ads are pretty much laced with humour. the starting point for the creative team was to “We just wanted “And, the objective of the current series is to talk make short ads that were conducive to the IPL ad about the phone’s apps in the most fun way pos- slots. Making snappy 25-second films for Idea was to have fun and sible,” he states. difficult, shares Varkey, because in the past, the wanted people to brand’s ads have typically been given a lengthy, have fun, and not LAUGHING WITH IT OR LAUGHING cinematic feel. AT IT? “We didn’t take this heaven concept so serious- dissect and id the campaign worked? Or did it served to ly! We just wanted to have fun and wanted people analyse it.” take the brand a step towards the afterlife. Dafaqs! Reporter to have fun, and not dissect and analyse it,” he ASHWIN VARKEY finds out. explains, when prodded on the concept of afterlife. Raghu Bhat, founder-director, Scarecrow In all, there are 16 films (one for each app being Communications, says that the ads are consistent promoted), of which about eight are currently on internet, YouTube, Facebook and Twitter), it is with the creative space carved out by Idea. “The air. rooted in a social cause - something that the brand features mentioned in this ad are very distinct and These films, which are hinged entirely on is known for. so is the advertising. The art direction is quite humour, come close on the heels of the brand’s When quizzed on the dual platforms of humour classy. The ads will get noticed,” he says. recent TVC that takes up a socially relevant issue. and social causes, Varkey explains that barring the However, Bhat goes on to opine that though Though this recent ad promotes Idea 3G smart- exception of the aforementioned commercial that phone’s product-centric features (such as the was rife with drama and seriousness, almost all of FRQWLQXHGRQSDJH>>

VIP SKYBAGS help of the bag, devices an escape age band. It was also important to plan while he convinces the hus- highlight the new Graffiti designs band that Skybags luggage is really which make this range of bags the good looking and stylish. first of its kind in the category. Closet Comedy? The objective behind the Speaking about the TVC, Manish campaign was to reinforce the posi- Vyas, vice-president, marketing, VIP The new TVC of VIP Skybags’ Graffiti featuring tioning of Skybags as the ‘stylish Industries tells afaqs! Reporter, John Abraham targets the younger age band. luggage brand’, while showcasing its “In order to showcase this strong attractive new range of bags. product offering, we went ahead By Shibani Gharat Apparently, the brief shared with with a script that was bold.” Vyas feels that it was an interesting way to husband returns home, connect with the target group. enters the bedroom to find The TVC is directed by Prashant Aa man sitting in the closet. Issar and the production house is Sounds familiar? A plot used in Tubelight Films. It will be sup- many films now helps explain the ported by print and digital. features of VIP Skybags’ Graffiti Abhijit Avasthi, national creative range, attempting to tickle the funny director, Ogilvy India, says, “It is a bone. Created by Ogilvy India, this nice little wicked commercial about is Skybags’ second TVC with brand a man who gets away from a misde- ambassador John Abraham, created meanour, owing to the stylish good for its latest range of products. looks of the bag.” The film opens on a husband board. While he is still in a state of the creative team was to bring alive In April 2011, VIP Skybags coming home early to find a man shock, the man introduces himself the importance of stylish bags in the (Abraham) hiding inside his cup- as a Skybags salesman and, with the life of today’s younger (23-30 years) FRQWLQXHGRQSDJH>>

12 afaqs! Reporter, May 1-15, 2012

1(:6$'9(57,6,1* FLIPKART Just Kidding The e-commerce portal has returned with a TVC aiming to educate consumers about the ease of shopping on Flipkart. Through the campaign, Flipkart targets a new set of consumers, mainly people who have not shopped online yet. By Anushree Bhattacharyya

nline e-commerce com- ent audience. You will notice that the panies took TV screens campaign is all Hindi and is set in a Oby storm last year as they more middle class surrounding. The advertised about various things, media plan, too, is skewed to GEC from books to household goods channels, whereas the earlier TVCs and electronics that can be bought were only on niche channels.” online. Amongst them, Flipkart’s On changing the tagline from ‘No series of films featuring children kidding, no worries’ to ‘Shopping acting like adults and discussing ka naya address’, Iyer says that the how easily things can be bought campaign aims to make Flipkart a from Flipkart stood out with the preferred shopping destination. tagline, ‘No kidding, no worries’. GETTING THE ACT RIGHT! This year, the e-commerce portal has launched a nterestingly, the new campaign has evoked two campaign that highlights advantages like guarantee Isets of reactions. While one group believes that “You will notice of original products, cash-on-delivery and 30-day the same set-up has led to lack of freshness, the that the campaign replacement. Conceptualised by Bengaluru-based other group is of the opinion that the portal has hit is all Hindi and Happy Creative Services, the two commercials the right code again. showcase two different set-ups. The first one, Shiveshwar Raj Singh, group creative direc- is set in a more titled ‘Three Generations’, shows a family col- tor, Draftfcb Ulka, says, “The first time we saw middle class sur- lecting a courier delivery. The second TVC, titled two kids having a real grown up discussion for ‘Replacement’, shows a husband complaining Flipkart, it was novel, charming and wonderfully rounding.” about a faulty DVD player bought from Flipkart. tied up by the line ‘No kidding, no worries’. This KARTIK IYER Ravi Vora, vice-president, marketing, Flipkart, round, which continues the campaign, suffers says, “So far, we addressed a target group that a little because first, the novelty’s worn off, and had already shopped online and was aware of its second, the dialogues are not half as nicely crafted. “The objective nuances. Now, we are going to an audience that Also, ‘Shopping ka naya address’ has nothing to hasn’t experienced online shopping. The objective do with making online shopping child’s play. The is to build basic is to build basic awareness about online shopping first series had a memorable line - ‘That’s a classic’. awareness about and reinforce the benefits of trust and reliability.” This follow-up series, sadly, is not.” online shopping Interestingly, the creative agency has retained In contrast, Divyapratap Mehta, vice-president, the original concept of portraying kids as adults, an planning, Grey believes that both the TVCs are and reinforce the idea which was liked earlier but now could lead to finely crafted. “The communication addresses benefits of trust viewer fatigue. Kartik Iyer, CEO, Happy Creative most apprehensions consumers have on shop- Services, reasons, “Considering that the concept ping online, making e-commerce child’s play,” he and reliability.” did so well, we strongly felt that it had more life. points out. RAVI VORA Also, the current campaign is targeted at a differ- [email protected]

<< FRQWLQXHGIURPSDJH for the illogical humour used in the “The con- humour, the stickiness is present series. “The silver lining is cept of ‘old high, owing ironically to Another... that the features are truly innovative idea versus the bizarre heaven con- and get explained adequately, with- new idea’ cept.” So at some level it the brand is known to deploy puns out any confusion,” he adds. serves to estab- has worked,” Raja muses. once in a while, the pun in the tagline Rajeev Raja, creative consultant, lish Idea as a He also observes that was not really necessary. DDB Mudra tells afaqs! Reporter forward-think- there seem to be two Do the ads do justice to the whole that when he first saw the ads, he ing, new age brand nuances being ‘What an idea Sirji’ concept, or is didn’t understand the context or rel- brand and that’s put forth of late - one being the the extension a bit too forced this evance of why it was set in heaven. the space it has been in,” he says, ‘social change concept’ that makes time? Bhat answers, “The template The connection between the brand adding that though he wouldn’t the brand seem earnest, serious and of a man professing admiration for and the afterlife was hard to compre- call the current rendition of this transformational, and the other being Abhishek after he has introduced hend initially, he admits. theme the most intelligent use of the ‘humour concept’ that makes the an Idea feature can get creatively brand seem fun and frivolous. “This constricting. It doesn’t have to get so might dilute the equity of Idea,” he literal.” In all, there are 16 films (one for each app reasons, adding that the consistency Rating the ads high on their crea- in Bachchan’s character could prob- tivity quotient, Bhat says that the fact being promoted), of which about ably be a positive influence, given that Idea’s ads have never been logi- eight are currently on air. this dual scenario. cal in the first place is justification [email protected]

14 afaqs! Reporter, May 1-15, 2012

1(:6$'9(57,6,1* CANON INDIA A-Z of Life... The new TVC launched by Canon India speaks about clicking all the interesting moments of daily life. By Shibani Gharat

says Narayan Devanathan, senior vice-president and national planning head, Dentsu Marcom. “Besides, in a category that has been so inward-focused, it was refreshing to turn the focus onto people and their lives – the subject of photography,” he adds. Speaking about the creative thought, Soumitra Karnik, national creative director, Dentsu India Group, tells afaqs! Reporter, “What makes ow many times do you encounter an “PowerShot is a brand that we us click is a statement from the interesting event and think about captur- would like to attribute to the youth,” young generation.” Karnik says Hing it or framing it? With the coming in of says Alok Bharadwaj, senior vice-presi- that in past few years, the most mobile phone cameras, digital cameras and Pads, dent, Canon India. On the other hand, important word in the youth the desire has indeed become a reality. Canon India has positioned IXUS lingo has been ‘whatever’. Canon India attempts to capture this particular Digital Cameras as a brand in the pre- need of the consumer with its new campaign for mium and luxury space, with model PHOTOS AND SOCIAL its PowerShot brand. Created by Dentsu Marcom, Indrani Dasgupta as an endorser. The MEDIA the television commercial encapsulates the memo- performance-based Canon DSLRs will ne big noticeable change, rable events in a normal day, in the A-Z of what continue to have Sachin Tendulkar as Omade more visible by social makes one click with Canon. its ambassador. media, is that we’re all photog- The campaign is called ‘What makes us Click’ “The PowerShot is an easy-to-use raphers now. Devanathan says, and is aimed at the youth, highlighting spontane- yet powerful camera made to click “Photography is no longer the ity. all that’s special around you every- domain of the Ansel Adams and Earlier this month, Canon India had roped in day – which means that every feature, Raghu Rais of the world. And, Bollywood actor Anushka Sharma as the youth not any speciﬁc one, makes it what it we’re capturing the speciality icon. It was a part of the company’s strategy to is. That led us to the road where we of every day. Coupled with this reposition the PowerShot sub-brand. This move wanted it to be about what you can is another cultural truth about coincided with the unveiling of the new series of do with the camera, with life, rather Bharadwaj, Devanathan PowerShot Digital Cameras, aimed at the youth. than what the camera’s features are,” and Karnik: saying cheese FRQWLQXHGRQSDJH>>

<< FRQWLQXHGIURPSDJH the earlier one. ad, and the commercial does try to be Chraneeta Mann, executive crea- a lot more functional than the earlier tive director, Rediffusion-Y&R ad, would I watch it the second time Closet... feels that the grizzly bear commer- around? Not so sure,” she adds. cial, besides being well-executed, Sambit Mohanty, executive launched a TVC that opened on the was a refreshing take in the creative director, Bates feels that shot of a bear which is sad because category and had immense repeat the ad isn’t a patch on the earlier it thinks that it does not look good. viewing value. “There was less of one featuring John Abraham After driving around with an old and John Abraham of course, but he in his bear ava- worn out bag, it walks into a Skybags was intelligently used, while the cur- tar - that was store. Later, with a stylish Skybag, rent commercial tries too hard to chic, witty and the ‘bear’ walks out of the store as be funny. The plot of the wife with fresh. “In this John Abraham, and exudes conﬁ- a lover tucked away is a hackneyed one, however, dence about his appearance. one, the storyline quite predictable,” the humour is Avasthi: wicked commercial she says. forced and John A FEELING OF DÉJÀ VU? is hamming. his TVC bears a striking resem- Also, the ‘Arrive Tblance to the Canal Plus-Screen Created by Ogilvy India, this TVC is cre- in Style’ state- Writer Commercial (The Closet). ated for Skybags’ latest range of products. ment that was so In 2009, the Canal Plus Group well justiﬁed in the Bear ad is totally launched a TVC that had a statement telling an incredible story. Mann also feels that the ‘cha- lost here - it’s more like departing in ‘Never Underestimate the Power of lupanti’ space is one that is being a huff!” he adds. Mohanty says that a Great Story’. The ad showed a BEAR V/S AFFAIR exploited by every youth brand he felt like seeing the earlier ad again half-naked man justifying his pres- he industry feels that the across the country. “While the brand and again. ence in the closet of his mistress by TTVC is a letdown, compared to message is hammered in through the [email protected]

16 afaqs! Reporter, May 1-15, 2012

1(:6$'9(57,6,1* AIRCEL << FRQWLQXHGIURPSDJH A-Z of Life... Self Confidence what inspires us in a world of sensory overload - basically, inspiration and motivation lurks Aircel has unveiled its new platform, ‘Let’s keep believing’, in its new anywhere and everywhere.” And, that’s how we arrived at ‘Anything and everything makes TVC featuring M S Dhoni. By Shibani Gharat us click’- with a Canon PowerShot, of course.

THREAT FROM PHONES AND PADS? amera companies are increasingly facing Cthreat from the telecom offerings, with almost every product having an in-built camera feature. Whether it is a phone or a tablet, the camera is present and one can take pictures on the move. Dismissing such a threat, Bharadwaj says phones are used to take pictures on the move, but a camera is used to cherish memo- ries and can never be replaced by a phone. For the PowerShot brand, TV is bolstered from the start by a surround campaign including digital, print, outdoor and in-store, with activation in the works as well. The current 60-second commercial running on television will later on be reduced to a 20-second spot. But, the brand will dedicate 2/3rd of its media hat does an individual do in tumultuous Speaking about the philosophy, Joshi says that spends on TV. times? Buckle under pressure, or hold a the aim was to internalise the philosophy and not Wbelief to prevail and emerge successful? merely portray an external projection. The cam- DOES IT CLICK? Telecom brand Aircel’s new campaign attempts paign has been created in the context of the Indian eraj Hasan, vice- capture the concept of self-conﬁdence and belief cricket team’s poor performance. “However, we Mpresident, strategic on the face of adverse circumstances. should not lose hope and have self belief,” says a planning, Everest Brand The new campaign, created by McCann positive Joshi. Solutions thanks social Erickson, features brand ambassador M S Dhoni, Anupam Vasudev, head, marketing, Aircel, says, networking (largely and highlights the brand’s new philosophy, Belief, Facebook) for making and its role in overcoming adversities. The cam- today’s youth ‘camera paign is conceived by Prasoon Joshi, executive crazy’. “They want to shoot chairman and CEO, McCann Worldgroup India “The aim was every part of their life with and president, South Asia. to internalise their gang of friends, all the The TVC shows how the Indian skipper came time. Hence, the insight is highly resonating from a small town with no proper amenities. the philosophy and so is the execution of ‘A-Z of life’. The Although he had no cricketing gear to speak of at and not merely creative hook of ‘Makes Us Click’ is re-enforc- his disposal, he believed in himself, and reached ing the ‘gang of friends’ bit.” the pinnacle of success. Dhoni asserts that in portray an external To Hasan, the very fact that the ad deviates tough times, this belief sustains him and sees him projection.” from the so far mundane campaigns in the through even today. PRASOON JOSHI category (Canon included) has the potential to This is the ﬁrst campaign created by McCann make it catchy as well as effective. Hasan how-

Erickson for Aircel, after the agency won over the FOTOCORP ever feels that the film is a bit lengthy. business from Dentsu Communications in July, Satbir Singh, managing partner and chief 2011. Earlier, Aircel’s brand platform was ‘World “So far, the brand focused on the functional aspect creative officer, Euro RSCG India agrees with of possibilities’. Apparently the ‘Belief’ platform to create differentiation. This campaign builds on Hasan and adds that today, every kid out there has been arrived at after extensive work with core that while taking it to a higher emotional plane, for has a camera. “They have at least a phone that consumer groups. Consumer a deeper consumer connect. Aircel will endeavour doubles up as a camera,” Singh says and adds insights revealed that the youth to provide its customers transformational technol- that since photos nowadays are pasted on social in India is optimistic and confi- ogy solutions, which will bring magic to their lives network sites and not in albums, they shoot dent of finding its place under and help them keep their beliefs alive.” anything and everything. the sun. The campaign went on air on March 30. Print, “Every photo is a status update. Every Aircel will continue to outdoor, mobile and BTL will be the other media moment is shared. This ad captures that,” communicate its offerings platforms supporting the TVC. he elaborates. He also appreciates the way in the mobile internet space in which Canon has used the Bollywood using the new platform and BAD YEAR FOR TELECOM celebrity. “Canon hasn’t used Anushka as the focus on providing technolo- he past financial year has generally been very others have used celebs. She’s one of the many gy solutions that help people Tbad for the telecom sector. Till February 2012, youngsters in the ad. It’s clearly a ‘moments’ keep alive their everyday beliefs. India had roughly 280 Unified Access licences, commercial and not an Anushka one,” he adds. Speaking about the concept and the new plat- out of which 122 were cancelled as of February 2, Singh also feels that pure features-led com- form, Joshi says, “The brand thought for Aircel 2012, while another 81 were known to be placed munication in this category runs the danger of is belief and this piece of communication talks under the legal scanner. Out of these 81, Aircel the features being upstaged by someone else. about self-belief. We have used the brand ambas- owned the maximum (21) licences, followed by “The need for capturing moments remains. sador, Dhoni, at a juncture where belief is most Reliance (18 dual technology), Tata (17 dual tech- You cannot limit yourself to megapixels,” he important for the future. I am sure the thought will nology), Vodafone (9), Bharti (6), and Idea (2). further adds. resonate with the target audience as well.” FRQWLQXHGRQSDJH>> [email protected]

20 afaqs! Reporter, May 1-15, 2012 Do you thinkyou know UTTARAKHAND & UTTAR PRADESH well enough? answer 6 simple questions and win 2 iPads, 2 iPhones, 20 iPods Terms & Conditions Apply

to participate log on to : www.livehindustan.com last date of entry 14th May 2012 1(:6$'9(57,6,1* MIRCHI KAAN AWARDS Lion’s Share Leo Burnett also won the Crystal Award for the ‘Beemari’ campaign created for Uninor. Heinz India won the Client of the Year. By Shibani Gharat

midst fun and a lot of stand up comedy at The winners will be felicitated at a gala event the Comedy Store, Mumbai, Leo Burnett hosted by Cyrus Broacha. Awon the Agency of the Year at the 9th The jury for the award included renowned Mirchi Kaan Awards. industry professionals such as Ravi Deshpande, The agency won four gold, four silver and nine chairman and chief creative officer, Contract bronze metals at the awards that recognise excel- Advertising; Ramanuj Shastry, chief creative offic- lence in radio advertising. er, Saatchi & Saatchi; Prathap Suthan, chief creative Last year’s Agency of the Year McCann Erickson officer, Iyogi; Priti Nair, founder and director, bagged second place with three silvers and one Curry-Nation; Malvika Mehra, national creative bronze to its credit. Ogilvy India won two silver director and senior vice-president, Grey; Manohar and six bronze metals. In the 9th edition of Nayak, managing director, Lingo India; Amit Radio Mango 91.9 won a silver for its campaign Akali, senior vice-president and national creative on World AIDS Day. Contract Advertising man- Mirchi Kaan Awards, the director, Grey; Josy Paul, chairman and national aged to win three bronze metals. Grey India won entries and the number of creative director, BBDO India; Tista Sen, national two bronze metals, while JWT India won one creative director, JWT Mumbai; Rekha Nigam, bronze. participating agencies managing director, Vihaan Communications and Lingo India won an award for excellence in Deepa Krishnan, president, creative, Lowe Lintas. production.Along with winning the Voice of the have doubled. In the 9th edition of Mirchi Kaan Awards, the Year (Male), Leo Burnett’s Nikhil Mehrotra won entries and the number of participating agen- the Radio Writer of the Year. The same agency’s campaign created for Birla Sunlife Insurance cies have doubled. Also, the nominations have Toshi won the Voice of the Year (Female). Protection Solutions. increased by around 50 per cent. Heinz India won the Client of the Year Award. Speaking about sweeping most of the awards This edition of the Kaan Awards is known This year’s Crystal Award went to Leo Burnett at the Kaan Awards this year, K V Sridhar (Pops), to have unprecedented response. There were a for the ‘Beemari’ campaign that was created for national creative director, Leo Burnett says that record 300 entries, a 50 per cent jump over last Uninor. the agency is blessed to have such a great bunch of year. The number of participating agencies dou- Ogilvy India won the Best Radio Creative of writers. “We had decided around six years back to bled to 33 agencies. And, the number of entries for the Year (Clients’ Choice) for Perfetti Van Melle’s not to let go of any radio opportunity that comes the Best Use of Radio as a Medium saw a tripling ‘Pinku’ campaign. our way. Radio as a medium is very challenging, of entries to a record 31. Entries were spread across Result India won the award for Best Use of inexpensive and unexploited, and we as an agency 15 categories, ranging from food to cosmetics. Radio as a Medium for the ‘It’s Hot to Pledge’ have decided to exploit it to the fullest,” he says. [email protected]

<< FRQWLQXHGIURPSDJH AGE-OLD BELIEF you ask the youth to believe, they despondency in the film. “I wonder he industry has witnessed sev- do believe. It is a great platform if current users would like to know Teral campaigns on the idea of to explore, but it has been used that their brand and its pride has Self Confidence... belief over the past few years. Nike by various brands in the past, both been battered and bruised etc. I am is known to have exploited the belief nationally and internationally.” not too sure if Aircel has got that part In fact, in April 2011, the govern- platform, with the famous ‘Believe in Mahabaleshwarkar feels that the of the iceberg story right.” ment had issued licence termination run campaign’. McCann Erickson’s campaign is well written and crafted. Suthan also feels that in the light notices to three telecom operators global campaign for Coca-Cola “It attempts to promote a philoso- of a resurgent Airtel with its extreme- - Aircel, DB Etisalat and Sistema coaxed the consumer to ‘Believe in phy,” he says. He adds that for the ly popular and scaled up Har Friend Shyam Teleservices (SSTL) - for a happier tomorrow’. Even Levis first time, there has been a good use Zaroori Hai campaign, this suddenly delays in roll-out of services in eight has used the ‘Believe’ platform for of a celebrity endorser in the TVC. looks too small. circles. the ‘Curve ID’ campaign. The New Prathap Suthan (aka Pat), chief “Consumers are fickle people, Interestingly, in the wake of especially the younger mobile cus- Uninor’s potential downfall after the tomers. They want things now. And cancellation of its licenses and the Earlier, Aircel’s brand platform was a they see it as their alter ego,” he feels. public squabble between its parent According to Suthan, the Aircel companies - Telenor and Unitech - ‘World of possibilities’. campaign doesn’t catapult with radi- the brand has released an aggressive ance and speed and immediacy. ad campaign to send out a strong “Which are more category hygiene message to one and all, titled ‘We Haywards 5000 anthem, Hausla creative officer, iYogi and found- factors. The message now is more Love Uninor’. The communica- Buland, also focussed on determina- er, The Advisory finds the film to like hang on, don’t lose hope, we tion effort was to re-instil some tion and belief. be well made. “The overall sombre are getting our act together. Bold much-needed confidence among its mood blending into hope etc. has step though for a brand to allow customers. SUSTAINED BELIEF? been captured well. But, why do consumers to infer a tinge of defeat The ‘Belief’ effort by Aircel he industry feels that as a brand I feel that the film is too painfully and dullness. Yet why play to the gal- seems to be on similar lines - an Tplatform, Belief is not a bad con- close to the truth, and overlaps the lery?,” he adds. intent to communicate to the concept, even though it is done to death. actuality of both the brand and its Suthan finds the current Dhoni sumers to have faith and belief in Sagar Mahabaleshwarkar, national ambassador? route is also pretty familiar. the brand. creative director, Bates, says, “When Suthan feels that there is a trace of [email protected]

22 afaqs! Reporter, May 1-15, 2012

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

PEPSI MCDONALD’S AMUL Pepsi has brought football and cricket together for their McDonald’s has launched a campaign highlighting the four GCMMF has created a TVC which shows a girl made of milk latest TVC. The ad features Chelsea’s Didier Drogba, new products that it has launched as part of this summer’s performing the sports which are part of Olympics. Liquid Frank Lampard and Fernando Torres as they combine limited time offer, called ‘Spice Fest’. The TVC features simulation was extensively used for generating realistic with Mahendra Singh Dhoni, Virat Kohli, Suresh Raina and three international chefs making delectable dishes using animation of milk to form her body shape and movements. Harbhajan Singh. fresh ingredients. Agency: Draftfcb Ulka Creative Agency: JWT India Agency: Leo Burnett National Creative Director: KS Chakravarthy Executive Creative Director: Surjo Dutt Creative Director: Vikram Pandey Creative Team: Haresh Moorjani, Mehul Patil and Director: Prasoon Pandey Creative Team: K V Sridhar, Nitesh Tiwari Ruchi Agrawal Producer: Cyrus Pagdiwala Production House: Joshua Tree Films Production House: Famous House of Animation PRINT BTC RAZOR ROAR YOUR WAY TO CANNES BLADE The contest gives an The smoothness of the opportunity to those shave is depicted by whose script got the ease of removal rejected to win a trip of the man’s beard, in to Cannes. this print ad, almost as if the beard is stuck to the face. Creative Agency: Ogilvy India Creative Agency: National Creative Ogilvy Kolkata FBB Directors: Rajiv Creative Director: The campaign is aimed at repositioning Fashion@Big Rao, Abhijit Avasthi Sujoy Roy Bazaar as FBB in 2012 to connect with the youth and make Executive Art Directors: Anirban Guha, Sreejita Chakroborty value fashion aspirational. Creative Director: Copywriter: Arnab Manna Joono Simon Photography: Sanjib Ghosh Creative Director: Print Production: Rajib Banerjee Deepak Joshi Creative Agency: Company Art Director: Vinci Raj Creative Credits: Team Company Copywriter: Deepak Joshi OOH DIGITAL

ANCHOR FANS IDEA CELLULAR SUNSILK To portray the stylish range of fans, the creative of the In a bid to promote its new offering ‘Idea Lifeline’ Sunsilk 24x7 Expert Advice campaign on YouTube offers outdoor campaign showcases a model holding an Anchor based on the concept of emergency talk time credit for a virtual platform to get advice from hair experts, Jamal fan. The tagline that reads ‘Anchor’s Fans-The Ultimate uninterrupted calling, the brand executed an innovation Hammadi and Rita Hazan. The campaign is running Style Statement’ was coined to bring the aesthetics of wherein a moving beacon light was placed over a 40X20 on the brand’s YouTube channel (www.youtube.com/ Anchor Fans in focus. feet billboard highlighting ‘Emergency’ in the concept. sunsilkexperts), where a 24x7 Hair Expert Studio has been created. Agency: Brandscope Agency: Bates Wallstreet Exposure: 44 cities Exposure: Maharashtra Agency: BC WebWise

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

24 afaqs! Reporter, May 1-15, 2012 1(:6',*,7$/ GOOGLE Version 2.0 Will the new design of the site give the much-needed boost to Google+? afaqs! Reporter explores. By Nisha Menon

oogle’s social networking platform Hangouts have been modified, with the intro- Google+ has announced a revamp, even duction of a rotating billboard that lists popular Gas it claims to have 170 million users. The hangouts and gives quick access to public and on- redesign was announced on the internet giant’s air hangout which will allow users to meet new official blogpost by Vic Gundotra, senior vice- people and watch live broadcasts, as well as enter president, Google. According to the blog, the new new rooms via the Hangouts Billboard. version of Google+ is more functional and flexi- Commenting on the changes, Hareesh ble, and is an attempt to simplify the user interface. Tibrewala, joint CEO, Socialwavelength.com, says, “The people behind Google+ (in the past A WELCOME CHANGE s part of the new design, Google has Areplaced the static icons at the top of the Profile pages with a dynamic ribbon of applications on the left, on which users can drag apps up or down, hover over and even now) are introducing features certain apps to reveal a set of quick action that are relevant for the customers, be it tabs. Google has made the photo display Circles, Hangouts or Explore.” on Google+ larger. It has also created Saurabh Kanwar, president, Flarepath, conversation ‘cards’ to make it easier to says, “The new look of Google+ allows scan and join discussions. The new design more engagement. The quality of conver- allows users to have a big display picture on the Profile page, called Cover Photo. Tibrewala, Kanwar and Nagarajan: all about relevance FRQWLQXHGRQSDJH>>

PEACE AT LAST With other things to occupy their minds, both Pepsi and Coke have hung up their sparring gloves – for now. What led to this cessation in hostilities? By Prajjal Saha and Anushree Bhattacharyya

to go back a few years to ﬁnd out how the cola war Pepsi, in spite of being the leader, connected began in this country. well with the consumers with its challenging It all started in 1993, when Coca Cola decided to communication. In a way, Pepsi acknowledged the re-enter the market for the second time (the brand fact that though it had the bigger share, in terms of had exited India in 1977, when the government image Coke was the benchmark brand. wanted Coca Cola India to hand over the control The war of advertising wasn’t restricted only to to its Indian subsidiary, which implied that the colas. If Pepsi attacked Coke, the latter retaliated company would have to reveal its secret recipe - or with a campaign for Sprite (the clear drink) against do away with it altogether). Pepsi and Mountain Dew. Pepsico, in return, Coca Cola’s arch rival, Pepsi, was already would attack Thums Up with Mountain Dew and present in the market for six years then. Pepsi had Pepsi. entered India through a joint venture (JV) with two players - Punjab Agro Industrial Corporation and Voltas India. By the time Coca Cola made its second entry, Pepsi had established itself as a brand. This was unlike other markets where Pepsi was the challenger brand and Coca Cola the leader. In India the two had swapped their positions. In this market, Pepsi was the leader and Coke the challenger. The attributes of a challenger brand was in Pepsi’s DNA and worldwide, this is what the brand was known for. In India, Pepsi could not 1996 World Cup: Pepsi’s ‘Nothing Official deviate from its original approach even though About It’ campaign (right) stole Coke’s show

GRADUAL ECLIPSE GOGOL (How the share of colas eroded over the past decade) Cola Non-cola

2010-2011 1999-2000

t wasn’t long ago, when the advertising battles between the two cola majors – Pepsi and Coca Cola (Coke) – was a topic of heated discussion from drawing rooms to college canteens to local trains. While it lasted, it was Ifascinating. People followed the moves each brand `11,000 crore `5,500 crore made, every closely. They also took great interest in finding out the next move of their favourite brand. How and when would it attack or counter- it was a leader brand in this market. It kept on THE COMMON ENEMY attack its competitor? instigating Coke even in India as it had done or the first few years, the two global cola brands During the last few years, however, both brands in other markets. When Coke entered India, Fwere busy expanding their individual reach and seem to have sobered up. The two cola brands Pepsi ran a print campaign across national dailies market until 2003 when the pesticide controversy have stopped taking pots shots at each other. There which said “We invite you to taste Coke’. This blew up in their faces. A study released by the is peace and harmony in the category as if the was followed by another campaign - Coke is the Centre for Science & Environment (CSE) in 2003 two brands have decided to settle down in happy registered trade mark of Coca-Cola and Pepsi is stated that the pesticide residue in cola drinks was coexistence. What led to this ceasefire? the choice of next generation. Pepsi also took a dig higher than the permissible limit. at Coke with ‘Nothing official about it’ campaign It was a huge blow and neither brand was HOW IT ALL STARTED when Coke became the official partner of the 1996 prepared for this. The brands thus did not have efore moving ahead to explore the reasons Cricket World Cup. a ready solution to fall back on but decided to Bbehind this calm state of affairs, it’s important That set the tone for more pitched battles. experiment to circumvent the problem. Each of

28 afaqs! Reporter, May 1-15, 2012 &29(56725<

them started by launching local beginning to change. Colas, flavours. While Coca-Cola launched which represented the youth green apple and watermelon variants brigade at one point of time, of Fanta along with masala soda lost their relevance not only drink, Rimzim and Portello, Pepsi’s amongst the youth but also answer was the launch of Mirinda with the general consumers. Brown Apple. Unfortunately, these The category which was once brands sank without a trace. symbolic of a good life, could Next, the two brands reduced not sustain that image. the size of the bottle from the usual The youth brigade discovered 300 ml to 200 ml and lowered the other avenues to show off their price from `10 to `5. This worked. 2002: Sprite (below) spoofs attitudes. Technology brands The price reduction was followed Pepsi’s, ‘Yeh dil Maange took over, whether it was mobile by several campaigns. Coke tried More’ campaign phones, cellular services or social to reassert its supremacy through ‘Thanda matlab Coca-Cola’, while Pepsi kept harping on its youth quotient ‘Yeh dil maange As the youth lost interest more’, ‘Yeh pyaas hain badi’ (in 2004) and ‘Oye Bubbly’ (in 2005). in colas, the war between As luck would have it, in 2006, the pesticide the brands made no sense controversy reared its ugly head yet again. The CSE reviewed its study and came up with the same since conversation about the conclusions. According to an industry observer, “Both Pepsi and Coca-Cola had just risen from brands no longer existed. the old controversy and the fresh controversy kind of broke the backbone of the cola category.” networking. Says Santosh Desai, CEO, Future Both Pepsi and Coke then decided it was Brands, “The cola brands weren’t a defining time to do something. And the best way they category any longer. Today, a cola brand or a chips knew to counter the bad publicity was by using brand stand at the same pedestal, which the people advertising. Both rolled out campaigns that had consume when they feel like.” people of eminence endorsing the safety factor. As the youth lost interest in the colas, the war Pepsi launched ‘Aapki Pepsi safe hain’, featuring between the brands made no sense. “The idea of Rajeev Bakshi, then chairman of PepsiCo India spoofing a competitive brand is always to instigate who talked about how the beverage is tested at the consumers to start a conversation around various levels and consumer safety ensured at all the brand. But if the people are not enthused stages of manufacturing. about the brand or the category, it will fail to Meanwhile Coca-Cola continued with the strike a conversation,” says Jitender Dabas, EV-P, campaign, ‘Thanda matlab Coca-Cola’. It launched planning, McCann Erickson. a TVC in which Aamir Khan, playing a Bengali Close on the heels of these factors came a third character, goes to a restaurant to have food. Even obstacle. The increasing health consciousness as his wife orders Thanda (Coke), Khan flares up among consumers dealt another blow. Calorie

and talks about how the cola is harmful. However, conscious consumers frowned upon the practice GOGOL his wife rebukes him and then says that people of popping a Pepsi or a Coke every now and should not fall prey to wrong information, when then. They started favouring clear and flavoured the company is ensuring safety at every level. To drinks over colas. The fact that Sprite, today, holds some extent, the damage control blitzkrieg helped the No.1 position in the flavoured carbonated rein in the bad publicity for both players. beverages category proves this. It was also the time when the duo decided that, The growing preference of other drinks over in order to survive, they had to fight together and cola was restricted not just to the consumers. Even not against each other. An unofficial agreement the holding companies for the two brands changed was made between two, that they would will not their strategies accordingly. They realised that attack each on Indian soil. After all, they had a the growth was not in colas but other beverages common enemy now. and products. The companies banked on other TELECOM IS THE NEW COLA product categories for growth. ith colas losing their relevance in the everyday LAST STAND From 2006 onwards, PepsiCo and Coca-Cola Wconversations of the youth, it was telecom he agreement was a relationship of focused on developing and promoting a portfolio of that took up the slack. The level of engagement Tconvenience and mutual existence. In fact, products which included clear sparkling beverages between the product and the consumer was much a small spark could have changed the situation such as Sprite, Limca and Mountain Dew, juices - higher in the latter. Be it the handset brand or and the Cola brands would have headed into Tropicana and Minute Maid, mango-based drinks the cellular service provider, the involvement of a their next battle.However, other things were Slice and Maaza and the orange flavoured Fanta telecom brand in a consumer’s life is much deeper. and Mirinda. Explains a senior industry observer, There is an interaction on a daily basis while colas “This holds true more in case of Coca Cola India are consumed less often. than PepsiCo India. For PepsiCo, the flagship This change in thought affected the advertising brand is still largest selling brand, but for Coca and marketing community as well. The number of Cola India, other brands have taken the lead,” he celebrities endorsing cola and telecom depicts the explains. true picture. For instance, if five years ago, colas According to industry estimates, the overall size queued up a long line of the who’s who among of the beverage industry is `11,000 crore, of which celebrities to endorse its brand, it is the telecom cola constitutes `3,500 crore and the cloudy lemon players who have taken a lead on this today. and lime drink category about `4,500 crore. The Besides, colas aren’t largest spenders any more. orange drink category is worth ` 2,500 crore, while 2008: Sprite (right) takes on Pepsi’s ‘Youngistan’ the rest is soda. FRQWLQXHGRQSDJH>>

afaqs! Reporter, May 1-15, 2012 29 &29(56725< '(),1,1*020(176

Ulka did not have a big Chennai ofﬁce nor was APURVA PUROHIT there any media work. Rediffusion had just won CEO, RADIO CITY 91.1 the Citibank account. But since I had enough spare time, I started doing other things. Sandeep Goyal was in Rediffusion then and I worked with him extensively on new business development. The best advice that I can offer youngsters is to just keep working hard because Leadership you never know when the spotlight is going to be on you. I could have taken it easy while in Chennai working only on Citibank but I spent Quotient time doing other analyses. Sandeep noticed this and I got to work on business development. Subsequently, when he moved to Zee, he offered me a chance to work with him again. Returning to Mumbai, I had three offers waiting - from Ulka, Rediffusion and Ogilvy. In my entire life, I have never had to make a CV. Every job came because someone called. I returned to Ulka because I was very fond of that agency. I continued to work at Lodestar. We did a lot of good work there. And then Sandeep called

FOTOCORP me and I was asked to head Zee TV, third milestone in my life. hile at IIM Bangalore (1987-89), I did We did everything - my summer training at HTA (JWT manually counting GRPs, “In my entire THE ENTREPRENEUR Wnow) in Chennai. I worked with a sitting in research meetings, life, I have ee TV was a radical great boss, R Balachandran, who was handling conducting focused group Zchange, a quantum leap. I the account planning department. He ignited my discussions, handling never had to learnt that you must reinvent love for brands, account planning and advertising. creative. That was the best yourself just before you are I was determined to enter advertising. possible learning anyone make a CV.” about to hit the peak and then could get. Colgate was a you hit the next peak. I think THE AD WORLD tough client and drove us I did that because as a media hose days, no agency came to campus except hard. What I liked about Colgate was that they director there was only so much to do. Zee was TRediffusion-Y&R. Balachandran who had thought of you as an extension of their own like running a business - in an agency you are a joined Rediffusion after HTA, gave me a pre- organisation. From there, I joined Ulka. consultant and the business is of the client. placement offer. That was the first defining What followed were two years at Zee, two moment of my career. I loved advertising and FIRST STEPS AS MEDIA PLANNER years at Times Television Network (setting up spent two years at Rediffusion. I worked on fter two years at Ulka, I moved to media Zoom and then at Times Now) and eventually, Colgate and also launched Palmolive soap. Aand set up Lodestar in 1995, the first media Radio City. The last named has been the most Y&R then believed - rightly so, when I see buying agency in India. Shashi Sinha’s directing fruitful part of my career because not only was what is now happening - that the servicing me towards media was a significant moment too. it about running a business, I had to run it as an person needs to be the account planner as well I had to set up a team, the systems and processes entrepreneur. This place is owned by a private as the media planner. Today, the breaking of and also understand what media buying is about. equity firm, but the strategy is yours and the creative versus planning versus media has, in the At 29, leadership came to me early in life. culture that you want to develop is yours. larger context, harmed the concept of advertising. I moved to Chennai and back to Rediffusion. As told to Biprorshee Das

<< FRQWLQXHGIURPSDJH gravitate towards meaningful engagements,” says Anirban Choudhury, senior vice- president, DDB Mudra. Peace at Last There are some categories such as health Telecom players have taken a lead in this. drinks or detergents where competitive claims Today, an agency is known for the telecom at a functional level crop up, at times, as brand it handles. In the good old days, it was marketing communication planks. But known for the cola brand it serviced. But conversations in such categories are less many feel that the phenomenon is not directly animated than in a cola or a telecom brand. For linked with spends. For instance, insurance as instance, the youth would not like to comment 2008: Pepsi’s Youngistan campaign (left) a category spends heavily, but it still isn’t the on the Rin Vs Tide war on a social networking takes a dig at Thums Up deﬁning category for the community. platform because he doesn’t feel involved enough. Moreover, the marketing and communication There is also a point of view that the cola war is processes had evolved in the new era. The cola Today, an agency is known not yet over. There might be a lull at the moment brands were at the forefront when the country was but the storm could start any moment. That, as experiencing the early days of guerrilla marketing. for the telecom brand it they say, is another story. With time, many new ways of modern marketing [email protected] warfare have evolved. “Taking a public dig at each handles. In the old days, other to outshine the other isn’t the ‘in’ thing it was known for the cola Additional interviews with Harish Bijoor, Harish anymore. Today’s consumers are discerning Bijoor Brand Consults; Kiran Khalap, chlorophyll; enough to move beyond shouting matches and brand that it serviced. Rohit Ohri and Soumitra Karnik, Dentsu India

30 afaqs! Reporter, May 1-15, 2012 1(:6',*,7$/ FACEBOOK Speaking Another Language The social networking giant has added support for Hindi to its ”Facebook for Every Phone” mobile app. afaqs! Reporter tries to gauge its effect on language content on mobiles. By Nisha Menon

ocial networking site Facebook, after a slew According to a post on Facebook India, the app million users in India. of changes to its user interface on the online works on more than 3,600 Java-enabled phones Sversion, has turned its attention to the mobile around the world. The application will support ON EXPANSION MODE medium. In a significant change, the networking more than 2,500 devices and work on 2/2.5G ommenting on the introduction of Facebook site has added support for Hindi and two other networks. Users can download the app by visiting Cmobile in Hindi and subsequently in seven languages (Vietnamese and Malay) to its Java- m.facebook.com and scrolling other Indian languages, Madan based Facebook for Every Phone app. down to the download link, Sanglikar, CEO, AD2C, a recent- The Facebook mobile app was launched in July, or by entering d.facebook.com/ ly launched full service mobile 2011 and was available in 14 languages. install directly into their mobile advertising and marketing agen- Facebook has also announced plans to make browser. The app is also available cy, says, “This move will lead to the site available on mobiles in seven other Indian on leading app stores, including a surge in users in Tier 2 and languages, including Gujarati, Tamil, Malayalam, the Nokia Store, GetJar, Appia 3 markets. These are the fastest Kannada, Punjabi, Bengali and Marathi, in phases and Mobile Weaver. For the growing markets and all brands over the next few weeks. record, Facebook has over 50 and media channels seem to be following them. Even the television and film content is centred “Facebook num- “Localisation of on the sensibility of these markets. We can expect bers will grow content is indeed a huge impetus to language media-based user generated and branded content. Facebook numbers faster in the non- a successful ven- will grow much faster in the non-urban markets urban markets ture for a social and also among those in the metros who are not and among those media platform comfortable in English.” Talking about how Facebook as a brand will in the metros who waiting to make benefit from this move, Dinesh Swamy, creative are not comfort- inroads in the director, Digital Law & Kenneth, says, “Localisation of content is indeed a successful venture for a able in English.” Indian psyche.” social media platform waiting to make inroads MADAN SANGLIKAR DINESH SWAMY in the Indian psyche. With this move, Facebook FOTOCORP will reach a wider Indian user base that can connect without any linguistic inhibitions. And that’s why, other online portals would eventually have to “It will also result adopt this strategy to survive.”

in the growth of “With this devel- LANGUAGE CONTENT CRUNCH language content opment, the he announcement has again brought for- consumption number of lan- Tward the much-debated issue of the lack of on mobiles and guage readers will adequate language content on mobiles. Nimesh Shah, head maven, Windchimes other hand-held increase.” Communications, a social media agency, believes devices” NIMESH SHAH that the introduction of the language platform VIBHA GOSHER will spur content creators to work on language

SUSHIL KUMAR FRQWLQXHGRQSDJH>>

<< FRQWLQXHGIURPSDJH has to evolve according to con- incorporated a tad bit late. Kanwar fusing user interface. Once they got sumer requirements and feedback. disagrees, “We cannot ignore the fact a hang of the functionality, the infor- Google+’s functionality is different that Google+ is growing faster than mation display was chaotic. “With the Version 2.0... from that of Facebook or Twitter. Facebook or Twitter did in their new design,” says Kanwar, “brands sation and feedback received is much The Facebook audience is a house ﬁrst years.” Nagarajan asks, “Late will be able to upload quicker with higher than that of Facebook.” party that includes old classmates, for what is the question. One has the instant upload and the seamless current ‘friends’ going on holidays to remember that it is a very young Hangouts option. The Search plus ‘EVOLUTION, NOT APING’ and reprimanding relatives. Google+ networking site. It is impractical to Your World features have improved any have called Google’s move integrates all your activities from expect another property to achieve drastically for the brands’ beneﬁt.” Mas aping (it is aiming to catch Google platforms that you use. It the same scale Facebook achieved in Nagarajan adds that as the changes up with Facebook, which claimed it gives you access to brands and people a span of eight years, in less than one are purely visual, there will not be had 845 million monthly active users that you are interested in. Interactions year of its existence.” any immediate impact on the ad rev- is expected to cross 1 billion this are more focused and relevant.” enue model. However, he says, the year) Facebook and Twitter. OPPORTUNITIES new look and feel of the platform can Says Karthik Nagarajan, national TIMED RIGHT? ne of the early problems be used by brands to give a fresher director, social media and insights, ne school of thought believes OGoogle+ users, and especially and better user experience.” “Any social networking platform Othat these changes have been brands, grappled with was the con- [email protected]

afaqs! Reporter, May 1-15, 2012 31 1(:6',*,7$/ BIGROCK Brand Extension The internet domain registrar’s initiative, in association with Public Interest Registry, is to raise awareness about the .org domain and the values it stands for. By Biprorshee Das

t can be safely assumed that the mention of a necessarily commercial busi- website inevitably brings to mind ‘dot com’ or, nesses.” Ias is popular, ‘.com’. So much so that one often “The actual picture is dif- refers to the ‘dot com boom’ and almost never ferent. There are political a ‘dot org boom’ or a ‘dot net boom’. While not websites, websites of business- getting into the nitty-gritty of top-level domains es and organisations with the (TLD), it is understood that every domain name .org domain. It is really an open carries a certain perception about it in the layman’s domain and there is wide diver- mind and just a ‘.com’ or a ‘.net’ gives an idea of sity,” adds Gofus. the nature of the business that owns the website. BigRock, an internet domain registrar in India, has come up saying that these values are needed with an initiative advocating the for every business and this domain .org domain. Associating with could represent any organisation. Public Interest Registry (PIR), We want to convey the message manager of the generic TLD .org, that even commercial companies its latest campaign attempts to with .org websites can be devoted educate masses about the avail- to build instant trust and cred- ability of .org among other largely ibility with users,” says Bhavin open TLDs that are believed to Turakhia, founder, BigRock. communicate trust, integrity, Turakhia says that the low credibility and a global image for Gofus, Turakhia, Mehrotra and Patel: increasing awareness awareness in India is expected, any commercial brand. given the penetration of internet As per a recent study conducted by PIR, it was Currently, with more than 9.8 million domain and websites, which has been trailing compared found that an average internet user is likely to trust names under management, .org is the preferred to developed countries such as United States of or value the information provided on a .org web- domain for many regulatory bodies and com- America, UK and Germany. site. Nancy Gofus, chief operating ofﬁcer, Public munity-oriented services, including charitable, He says that India is at a threshold stage where Interest Registry, tells afaqs! Reporter, “We artistic, scientiﬁc, personal, educational, social, the internet penetration is poised to rise phenom- found how websites build a brand and develop a cultural and religious sites. Small wonder, then, enally and hence, the timing is appropriate to connection. Businesses with a website are often that internet users have a certain idea that .org champion a cause such as this. seen as more professional and more people look websites stand for certain values such as honesty “We are in a transformative stage where internet to have a branded website of their own. In India, and high credibility. is headed from being new media to mainstream there is less awareness about .org. The perception “There are certain values associated with .org. media,” states Turakhia. that we aim to change is that websites with the .org Standing by those very values, we are trying to domain often belong to large institutions, and not break a perception with this campaign. We are FRQWLQXHGRQSDJH>>

<< FRQWLQXHGIURPSDJH increase the usage of Indic on the For a brand like 9X Media, which mobile. All Indic players, including Many experts feel has a lot at stake as far as having Oneindia.in, will benefit from this content in regional languages is con- Speaking... move. However, they will face the that this move can cerned, the move could not have hurdle of lack of language font sup- spell good news come at a better time. Gosher says, content. He says, “Mobile as a device port on popular handsets, which has “If technological glitches like font is used more for content consump- to be tackled head-on.” for brands. compatibility and availability of ade- tion and content creation. With this Calling it a boon, Vibha Gosher, quate content are addressed, brands development, the number of lan- vice-president, digital, 9X Media, can utilise this tool as a medium to guage readers will increase, which says, “Looking at the language con- as they are provided with a better reach wider audiences.” will in turn act as a carrot for content tent consumption pattern over the opportunity to reach out to their tar- Predicting that these will better creators to move beyond English and last three years, the regional content get consumer. Sanglikar opines, “For and innovative content on mobiles, experiment with language content.” issue widens the gap between urban FMCG and consumer goods market, Swamy sums it up and says, “Brands BG Mahesh, founder and manag- and rural netizens and this will help this will be a very good platform as are always finding new ways to con- ing director, Oneindia.com, a news Facebook bridge that gap. It will also and when the FB Mobile advertis- nect with consumers. In fact, this portal which is available in several result in the growth of language con- ing platform is opened up. Brands move will definitely help brands Indian languages, is of the opinion tent consumption on mobiles and will be able to offer localised con- penetrate further and engage with that much needs to be done to propa- other hand-held devices.” tent and deals, and will also be able more audiences. Mobile will play an gate the adoption of mobile content to enjoy distinct profile-based tar- important role in dispersing commu- in regional languages. He says, “It OPPORTUNITY FOR geting. So, expect more segmented nication in the near future and hence, is good to see giants like Facebook BRANDS marketing options. Also, brand com- this localisation will enable brands to embracing Indian languages, espe- any experts feel that this move munications may move from ‘click reach wider sets of users.” cially on the mobile. This will only Mcan spell good news for brands on banners’ to ‘click to call’ feature.” [email protected]

32 afaqs! Reporter, May 1-15, 2012 1(:60$5.(7,1* THE MOBILE INDIAN SURVEY Samsung Devices Overtake Nokia In the last five months, some of the flagship Samsung products like Galaxy Note and Y series of smartphones have seen a reduction in the market operative price. News Bureau

s the demand for mobile “In the last five months, some of phones increases in India, TOP 25 HOTLIST - APRIL 2012 the flagship Samsung products like Acompetition between the Rank in Rank in Change Brand and Model No. Price Galaxy Note and Y series of smart- two giants, Nokia and Samsung March ’12 Feb ’11 (`) phones have seen reductions (varying Electronics, for the No.1 spot is gain- 1 1 0 Nokia-C5-03 8500 between `100 and `2750) in the mar- ing momentum. 2 2 0 Nokia-C6 11900 ket operative price.” In this month’s Among all handset companies pre- 3 5 2 Samsung-Wave-Y-S5380 6938 survey report, the Nokia C5-03 sent in India, Nokia and Samsung maintained its No. 1 position consec- 4 7 3 Samsung-Galaxy-Y-S5360 7050 enjoy immense popularity in the mar- utively for the seventh month, while ket. This month’s Handset Hotlist 5 12 7 Samsung-Galaxy-Y-Duos 8990 its stable mate C6 is at No 2 for the survey (April 2012) reflects this, as 17 6 3 -3 Samsung-Galaxy-SL-I9003 17450 second consecutive month. of the handsets that made it to the list 7 13 6 Samsung-Galaxy-Ace-S5830 12800 Another interesting trend that was are from Samsung and Nokia. 8 6 -2 Samsung-Galaxy-Note 32250 witnessed in The Handset Hotlist Interestingly, for the first time in 9 11 2 Nokia-Asha-300 6150 survey (April 2012) was that for the last 11 months, Samsung 10 NA New Micromax-Superfone-A73 7300 the first time in the last 11 months, has overtaken Nokia in The 11 18 7 Sony-Ericsson-Xperia-Arc-S 25000 five phones from Sony Mobile Handset Hotlist. Communication made it to the list. 12 10 -2 Samsung-Star-3-Duos 6290 A spokes- As per the list, nine of the 25 most person of The 13 NA New Nokia-Lumia-800 24000 sought-after mobile handset models Mobile Indian, 14 21 7 Nokia-C2-06 4424 are from Samsung. Nokia follows says, “Samsung 15 NA New Apple-iPhone-4S 40500 with eight; Sony Ericsson has five; has been coming 16 16 0 Nokia-Lumia-710 15500 Micromax two; and Apple has one. out with devic- 17 4 -13 Nokia-Asha-200 4324 The Handset Hotlist is brought es at different 18 9 -9 Samsung-Champ-Deluxe-Duos-C3312 4790 out by The Mobile Indian (www.the- price points 19 14 -5 Nokia-X2-02 3249 mobileindian.com) every month. It is at regular based on a study of online preferences 20 NA New Sony-Ericsson-Xperia-Neo 15350 intervals of about one million visitors who and seems to 21 17 -4 Sony-Ericsson-Live-with-Walkman 14000 visited the website in March, 2012 be grabbing 22 NA New Micromax-Superfone-A78 7750 and searched for and viewed informa- the attention 23 NA New Samsung-Omnia-W-I8350 15690 tion about 2000 mobiles on the site’s of consumers.” 24 23 -1 Sony-Ericsson-W8 9100 Handset section. He adds, 25 22 -3 Sony-Ericsson-Xperia-Neo-V 17400 [email protected]

<< FRQWLQXHGIURPSDJH we will invite people to get ‘filmy old commercials - one of unusual Zarvan Patel, founder, ideas@work, with .org’ asking them to contribute businesses and their websites. says, “The .org domain is a different short films about whacky businesses. The first TVC features an aglet animal usually reflected with large Brand... There will be a lot of user gener- (sheaths used on ends of a shoe- institutions. We look to encourage ated content online as a part of this lace) manufacturer, while the second businessmen with the idea that one According to numbers provid- campaign,” says Shashank Mehrotra, shows an election-ink business. The day their company will become a lot ed by PIR, .org is the third largest larger, an organisation.” generic TLD in the world, after .com Fitting the brief into the BigRock and .net. North America, with 64 values, the agency hung on to the per cent, is the largest contributor to old thought - Got a business? Get a .org registrations in the world, fol- website. However, the latter part of lowed by Europe and APAC at 9 per the thought has now changed to ‘Get cent each. India, interestingly, is the a .org website’, Patel adds. fourth largest contributor to APAC The campaign is a part of the `10 region in terms of .org registrations. According to numbers provided by PIR, crore marketing budget that BigRock Led by two television commer- .org is the third largest generic TLD in earmarks for itself every calendar cials created by BigRock’s creative year. Mehrotra says that along with agency, ideas@work, the campaign the world, after .com and .net. television and online, there will be will exploit the online medium other engaging activities around the extensively to boost adoption of the business head, BigRock. message that a commercial business idea that will be conducted in asso- .org domain by Indian businesses. The TVCs for the campaign will stands for integrity, honesty and trust ciation with PIR. “What we have found with televi- remind viewers of the ones that were rings clear through the films, with Mediacom handles BigRock’s sion is that the sort of message we can a part of BigRock’s integrated cam- each ending with the message that media buying duties, while the create is phenomenal. It has worked paign launched early last year. the business is not just a company social media activities are primarily very well for us. We are taking a very Following the humour route, the but an organisation. designed internally. Indian twist on social media, where TVCs use the same property as the Talking to afaqs! Reporter, [email protected]

afaqs! Reporter, May 1-15, 2012 33

32,1762)9,(: Was the Cancellation of Dirty Picture On Sony Justiﬁed? Despite 59 cuts to get a UA certificate and heavy pre-telecast publicity, Sony was forced to shelve the screening at the last minute. Was it fair? By Anindita Sarkar

3$:$1-$,/.+$1, 6$,.5,6+1$5$-$*23$/ +(0$0$/,. .6$7<$1$5$<$1$ EVP - Revenue - 9X Media Group Mg. Partner, Saikrishna & Associates V-P, LodestarUM V-P, R K SWAMY Media Group

THIS IS A STRANGE THE ORDER PASSED I THINK IT WAS A THE FACT THAT THE MOVE BY THE BY A DIVISION BENCH WISE DECISION TO FILM HAD TO GO CENSORSHIP BOARD. (LUCKNOW BENCH) HOLD THE MOVIE BACK THROUGH SO MANY SONY HAS BEEN OF THE ALLAHABAD FROM AIRING ON THE CUTS MEANS THAT PROMOTING DIRTY HIGH COURT DIRECTS CHANNEL. THE MOVIE THE PICTURE IS NOT PICTURE FOR OVER A THE GOVERNMENT TO ANYWAY LOSES ITS VIEWABLE BY KIDS. MONTH. THERE HAVE ENSURE THAT THE IMPACT AFTER SO MANY THEREFORE, been teaser promos, normal the telecast of Dirty Picture by cuts. Also, don’t forget, it the telecast rules apply. promos and branded promos Sony does not result in the vio- would not have been appro- It is also to do with the title, with clients. If the channel lation of the Programme Code priate content to show on which arouses curiosity and has been publicly announcing stipulated in the Cable Television prime time as the subject expectation levels. It is not just (along with the advertisers Network Rules (CTNR), 1994. of the movie itself is for the to do with visual depiction but and brands on board) that it The order does not direct that mature audience. However, also to do with dialogue and the would be airing the movie on the movie must not be broadcast one cannot deny the fact that gestures that go with the scenes. two slots during the day, I am or even direct a change in tim- this last minute wake-up call I have not seen the movie sure they must have taken the ing. The order was passed on the from the CBFC led to a lot of yet, but after hearing the rave requisite permissions. basis of a submission by the peti- monetary loss for Sony. reviews and the awards and There must have surely tioner that the Censor Board had Apart from investing in the acclaim it has been getting, I been some crisis, which we granted an ‘A’ Certification and acquisition of the movie, the wouldn’t mind seeing it. don’t know about. It is unfor- yet, the movie was scheduled for channel also spent heavily in If there is a guideline that all tunate because such abrupt telecast during prime time. promoting and marketing the adult content should be shown in decisions most deﬁnitely I understand that the film property. As far as the viewers TV after 11pm, then that is appli- impact viewership, as a GEC was granted a ‘U/A’ Certification and advertisers are concerned, cable to everything. It is another is all about appointment view- for TV, meaning that the only there is of course an emotion- matter that I&B should have ing and viewing habits are restriction that could have been al disappointment but there is given the directive earlier. built as per the promos. imposed is the prescription of no monetary loss and neither Also, the brands and adver- parental guidance for viewing by do they feel cheated. tisers plan things accordingly children who are below 12 years Sony could undo a part because investments are huge of age. of the damage by airing an with such big titles. It is a unedited version on a late huge revenue opportunity lost night slot to give the audience for them. and the movie its due.

36 afaqs! Reporter, May 1-15, 2012

1(:6',*,7$/ IAMAI Digital Movement According to the Annual Digital Advertising Report, the market, currently pegged at `2,851 crore, sees spends skewed towards online classifieds and search. News Bureau

f any doubts remained about the massive potential that is seen in +2:7+(<67$&.83 Ithe digital advertising space, a (Percentage share of display ad type spend) look at the findings in the Annual Total spend `571 crore Total spend `676 crore Digital Advertising Report published jointly by the Internet and Mobile Association of India (IAMAI) and The continuously IMRB looks good to dispel them. The report states that the con- growing market will tinuously growing market will touch `4,391 crore by March, 2013. As of touch `4,391 crore March, 2012, the market is pegged by March 2013. at `2,851 crore. It is seen reaching `3,535 crore by the end of the 2012. A further look into the study its current valuation is almost 11 per reveals how, of the total online ad cent of the conventional medium. spends of `2,851 crore in FY 2012, The report states that the digital ad Source – IMRB International the majority of more than 50 per spends have been growing at 25 per cent was spent on online classifieds, cent year-on-year basis - from `1,623 followed by search at 20 per cent of %,*63(1',1* crore in March, 2010 to `2,277 crore the total spends. Interestingly, social (Percentage share of online ad/ classifieds spends by category) in March, 2011 and eventually, to the media spends form only 3 per cent current level. of the total spends and the lowest in Travel, banking, financial services the pie is spent on online video (2 and insurance sectors continue to be per cent). the highest spenders on display ads, By March 2013, spends on online followed by telecom and automobiles classifieds are seen at `2,686 crore (of sectors. the estimated market size of `4,391 With the base figure rising from crore), search at `723 crore and dis- `571 crore in FY 2011 to `676 crore play ad spends at `838 crore. in FY 2012, the display ad spends by According to publicly available automobile companies have increased sources, the total size of the offline significantly. Its overall share has advertising market, including print, continued to rise - from 9 per cent television, OOH, radio and cinema, in FY 2010 to 13 per cent in FY 2011, is seen at `26,501 crore in 2012. and 14 per cent in FY 2012. Comparatively, the digital market at Total spend - `2,850 crore [email protected]

CHENNAI RADIO ONE Show will also entertain requests from the listeners. Machado adds, “We Customised Play-lists have revamped the format to allow requests all day long, coupled with spoken The radio channel will only play the songs content which is friendly requested by the listeners and will only play and tailor-made for an Tamil music. News Bureau educated audience.” In an ofﬁcial com- Machado: being alert Hukmani: co-creation muniqué, Vineet Singh fter changing the content The station claims that it has con- knowledge and hence are selective.” Hukmani, managing director, Radio mix for Delhi, Mumbai and ducted a research, which established The channel will dedicate 80 per One, says, “The Chennai market is AKolkata stations, Radio One that most listeners in Chennai were cent of air time to music, while unique in that the average listener and 94.3 FM has now changed the for- exposed to very little music the remaining 20 per cent advertisers are knowledgeable about mat of programming for the fourth on FM radio as the talk con- will involve interactions the Tamil music around them. This metro, Chennai. Recently, Radio tent was huge and irrelevant. with the listeners. makes them very proud listeners. One announced that the Mumbai Anil Machado, national Earlier, the channel Already, local and national advertis- and Delhi stations would be dedi- programming head, Radio had a ﬁve hour slot in ers have been hugely involved with cated to international music, while One, says, “The listeners in the afternoon (12 noon-5 the change and are able to see their last month, the channel announced Chennai are alert about the pm) dedicated to requests. brands in this ‘co-created’ environ- that the Kolkata station will play only kind of music they hear. Now, the Breakfast ment.” retro music. They have all the related Show and the Driving [email protected]

afaqs! Reporter, May 1-15, 2012 37 352),/( _1(:6 NILESH VAIDYA I EXECUTIVE CREATIVE DIRECTOR I REDIFFUSION-Y&R THE PIONEER Creative Shift For better Penetration ilesh Vaidya, who recently joined Rediffusion-Y&R ents. “That’s when I spelled out my occupation as a as an executive creative director traces his journey ‘copy-writer’ and that it had nothing to do with ‘copy- The English daily will Nfrom a science graduate to a copywriter. right’.” He goes on to add quickly that, for his parents, Despite a surname that means doctor (Vaidya) and the very fact that he got a job was a huge thing. launch its Raipur edition hailing from a family of doctors, the young Nilesh had After Speer, he went on to join Network Advertising this month. made himself clear to his parents that he had no inten- in 1996. “When I joined, there were about 8 people. tions of becoming a doctor. When I left, there were around 80 of them,” he recalls. By Sumantha Rathore But he took up science in order to be a part of the Next stop was Lowe Lintas (in 1999) where he stayed next big education wave - biotechnology. After graduat- for about one-and-a-half years. After this brief stint, he ing in Life Science from St. Xavier’s College, Mumbai, went back to join Network Advertising again. Three he Pioneer is all set to launch Vaidya got into research, which he found extremely years later, he headed back to Lowe Lintas, Delhi. an edition in Chhattisgarh boring. He had no intention spending the rest of his At Lowe Lintas, he found a mentor in R. Balki. “The Tthis month. It will be a life studying ‘test tubes and beakers’. “I never had the kind of work that he did really inspired me. He did such franchisee arrangement with Vijay scientific temper and I always liked writing,” he asserts. Budhia, a real estate player of the He says that his first job came about by accident region. The Group plans to launch when he became a space-seller in a magazine called the English daily from Raipur. Gentleman. At this magazine, he got the inspiration to “A great campaign is Earlier, Budhia was the franchisee take up writing. “But a journalist has to write around holder of Hindi newspaper Jansatta, 3,000 words. At that point in time, someone told directly proportionate to the before the daily was discontinued. me that there are these creatures Talking to afaqs! Reporter called copywriters, who amount of time that you about the group’s decision to enter write around 30-40 Chhattisgarh, Chandan Mitra, editor words – and make spend on it.” and MD , The Pioneer, says, “We good money. That have been steadily launching our sounded like the editions across North India for some job that I wanted to a damn good commercial that you felt obliged and felt time now and with this edition, we have.” as if you had to do something that measured up to his will spread our wings in the eastern Though he didn’t standard.” know much about In 2005, he joined Triton Communications. After copywriting, he spending over a year at the agency, he moved to Euro appeared for copy RSCG in 2006. “My time at Euro, was creatively the tests at various most satisfying one that I have had. He found a ‘stra- places and got into tegic partner’ in Suman Srivastava at Euro RSCG. “He an agency called is the most creative strategist or planning person that This is the eighth Speer Advertising. I have ever encountered. The briefs that he gave were It was a creative more interesting than the ads that came out. He gave edition of The hot-shop back then. you such good lateral, interesting briefs that you had During one of those no choice but to do good work.” At Euro RSCG, the Pioneer. days, his father asked ‘Zidd Karo Duniya Badlo’ campaign for Dainik Bhaskar him whether he got him a lot of repute. “It was endearing to see people part of the country as well. Also, the worked on change their Facebook status to your slogan. This is Chhattisgarh edition will give us vis- creating when you know that you have touched a chord and ibility in some parts of Odisha.” copyrights people are not just looking at it as an ad.” Mitra adds that the Chhattisgarh and After he decided to move on from Euro, Network franchise holder also plans to launch pat- Advertising was the first offer that came up. His third the Hindi Pioneer from the state in innings at the agency was a mistake “because, being the next six months. While the print- in a large agency network, his expectations had grown ing centre of The Pioneer will be in and so had his canvas.” Vaidya now looks forward to Raipur, the newspaper will be dis- an expanded canvas, with his new role at Rediffusion- tributed across cities that come under Y&R. “I look forward to doing great creative work a 150 km radius, including Bilaspur, over here, while working on iconic brands.” Ask Bhillai and Durg. Vaidya about his thoughts on creative people and The English newspaper will be this is what he has to say. “The best creative launched with an initial print run people I have known are those who find unex- of more than 25,000 copies and will pected solutions to complex problems. The have a cover price of `2. The new people who give the most mind-blowing edition will have about 16 pages of excuses when they come in late, are the the main issue on weekdays and most creative ones,” he postulates. 28 pages on Sundays. VivaCity, the As far as advertising is concerned, regular supplement of The Pioneer, Vaidya feels that quick fixes don’t will be distributed along with it. One work. “A great campaign is directly page of VivaCity will be dedicated to proportionate to the amount of time local developments of the state. that you spend on it,” he announces - The Raipur edition is the eighth like a true science graduate. edition of the newspaper. [email protected] [email protected]

afaqs! 1(:60(',$ IMAGINE TV Last Nail in the Coffin What drove Imagine to down the shutters? Was it the lack of a driver show, a poor distribution, the resurgence of Star One as Life OK or did the broadcaster just lose patience? By Anindita Sarkar

he decision to shut down Imagine TV by as Life OK, the story also underwent fresh repair. Turner Broadcasting System Asia Pacific Life OK launched with 44 GRPs but eventually T(Turner) has come as a big, sad shocker for went up the ladder to average 80-84 GRPs per the industry. In fact, many state that there was not week, while Imagine TV’s score stood at an aver- even enough time to sniff any rumour. And, while questions are galore, a significant bunch notes that the rebirth and rise of Life OK in the GRP score- card could have significantly led to Imagine TV’s Life OK’s CPRP is around `15,000, while that of sudden death. Sahara One is around `10,000. Consider this: Prior to the relaunch of STAR Speaking to afaqs! Reporter, Siddharth One as Life OK, the channel’s GRPs stood in the Jain, managing director, South Asia, Turner range of 30-45 GRPs a week and made an estimat- International India, explains, “When NDTV ed `15-20 crore a month in ad revenues. Compare offered Imagine TV to Turner, the channel had a this to Imagine TV (when Life OK was still STAR very good vision in place. The only thing that the One) and its GRPs, which stood at 70-75 points. channel needed was cash infusion and a strong Meanwhile, the advertising revenues generated by support system. However, the match between the channel were about `25-30 crore per month. that vision and performance was completely lack- However, following STAR One’s renovation Jain: business call Tripathi: hasty decision ing. We follow a very strong financial decision and are answerable to stakeholders. And therefore, age 60 points. Not to forget that currently, Life this was a business call we had to take.” OK makes an approximate `40 crore a month in Despite the facts, many note that Turner’s advertising revenues. decision to close Imagine TV “just does not make Top media executives who do not want to be sense” and that Turner should not have closed named state that in any given media plan, the down Imagine TV and instead focused to improve second rung channels are primarily used to build the distribution of the channel. It’s well known frequency. Imagine TV’s CPRP has never moved that while the staple content of any general enter- below `15,000 and it made sense till the chan- tainment channel has to work well for growth, nel averaged at 70-80 GRPs. But, not after the the channel cannot succeed until it cracks its dis- channel started to decline. The monies were now tribution. “Distribution and placement played a being diverted to channels such as Life OK or very big role in the growth of Life OK. In the last even Sahara One and STAR Utsav because they Lakshminarayan: no Krishna: no consumer deliver a better CPRP per deal. For the record, FRQWLQXHGRQSDJH>> consistency pull

IPL SEASON 5 the previous edition had scored - relaunch edition of any show or 4.63 TVR (TAM Sports, C&S 4+, format lowers the curiosity quotient All India, Max). For the record, IPL amongst the audiences. And, until Turning Away Season 1 scored the highest rating there is a dramatic variation and points, with 5.59 TVR (first six variety brought into the tourney, The average TVRs of the first six matches of the matches) followed by the IPL 2010 the fatigue factor will only increase.” edition (4.99 TVR), IPL 2009 (4.84 According to many, since there latest IPL edition stands at 3.76, much lower TVR), IPL 2011 (4.63 TVR) and was no shuffling of team players than that of IPL 4. By Anindita Sarkar finally, the 2012 edition. It’s quite until now, a consistency in the team evident that a slow fatigue is stead- brand and player association was ily setting into the viewers’ minds witnessed. However, this time, he Indian Premier League, when it comes to the IPL, perhaps many players have been disassoci- once posed as an absolute due to constant repetition. ated from their respective teams Tthreat not just to any other Anita Nayyar, chief execu- and have joined new ones. This has sport in India but also to the various tive officer, Havas Media India, created some confusion amongst entertainment formats, is surely los- says, “It’s natural. Generally, any the viewers. Nevertheless, there is ing its shine - and how! optimism in the market that the The viewership of the game in game will build its viewership base its fifth season has fallen by an esti- eventually. mated 12 per cent over the previous P M Balakrishna, CEO, Allied edition. While IPL 2011 was viewed Media, says, “We are sure that even- by 1,01,774,000 people, IPL 2012 tually the mood of the game will go was viewed by 90,130,000 viewers. up, once the tourney meets proper In fact, the average TVR of the momentum. The buzz has started first six matches of the latest IPL to work and is expected to reflect in edition stands at 3.76, much lower the GRPs in the next few weeks.” than what the first six matches of Balakrishna: turnaround time? Nayyar: fatigue factor [email protected]

afaqs! Reporter, May 1-15, 2012 39 1(:60(',$ DORAEMON VS MOJACKO The Challenger Pogo introduces Mojacko, a Japanese anime, which shares a similar storyline with Doraemon. Will Doraemon continue to sustain its worldwide popularity in India or will Mojacko diminish its fame? By Raushni Bhagia

he Mojacko-Doraemon division is quite a launch of MMojackoojacko will ‘visible’ talk point that kids entertainment “If people watch surely generateate a fight for Ttelevision witnesses worldwide. Now, India the same audienceience set. too is prepared to become a part of this discussion, Superman, “But DDoraemonoraemon is with Turner International’s kids’ entertainment they do not extremely wellell established channel, Pogo, introducing Mojacko, a Japanese and it will obviouslybviously enjoyenjoy anime, to the Indian audience set. stop watching the first moverver advantage.advantage. Interestingly, Mojacko shares a similar sto- Spiderman However, it aalsolso dependsdepends ryline with Doraemon, another popular Japanese completely.” on the kids as to how theythey character aired on Disney. In fact, both Mojacko catch up to thehe new character. AMIN LAKHANI and Doraemon come from the same writer Fujiko Even when wwee look at other F Fujio, and yet, it’s the latter that rose up the countries wherehere the two characters coco-exist, exist popularity charts on television worldwide. Doraemon is more popular. We will have to The other Asian countries where Doraemon record, Doraemon leads kids programming on wait and watch if the character really grips the and Mojacko co-exist include China (since 1991) Indian television with an average TVR of 0.56, Indian audiences,” she says. and Taiwan (since 1996). In every country, while Pogo’s Chhota Bheem is at No. 2 with Meanwhile, Amin Lakhani, head, exchange, Doraemon was launched before Mojacko and an average 0.48 TVR (as per TAM, C&S, 4-14, Mindshare Media, believes that even through attained significant popularity.ity. All India).India). According to media experts, since competition, the two characters could actually co- Interestingly, amongst other CChhotahhota Bheem is an absolute Indian con- exist with one another or one of the two could lose countries, in the Philippines,nes, ttent,ent, the channel is making an attempt viewers significantly. Doraemon was launchedd ttoo take away a pie of the Doraemon “If people watch Superman, they do not stop after Mojacko. Yet, it’s auaudience with similar content. watching Spiderman completely. May be the Doraemon that once again So, will Doraemon re-incarnate channel feels that its earlier programming needs to became the more popular itits worldwide popularity in India, be backed by such a significant show to compete property amongst the two. oor will Mojacko diminish its fame? better and therefore the launch,” he says. With Mojacko, Pogo According to Anita Nayyar, The Indian kids ad market is estimated at will target the 4-9 yearr CECEO, Havas Media South Asia, the `240-250 crore and Turner still commands a olds who already exhibitit lion’s share in this category. For now, Pogo’s their loyalty toward Disney’sey’s relative channel share in the kids’ entertainment Doraemon. Doraemon leads genre stands at 21.5 per cent (TAM, C&S 4-14 Consequently, as the kids programming years, HSM, Week 9 to Week 12, 2012). Disney show finds steady tak- Channel, meanwhile, stands at No. 2 with 18.9 ers, it could lead to with an average per cent market share, while Nickelodeon follow- fragmentation among ing next with 18.1 per cent. Doraemon-loyalists. For the TVR of 0.56. [email protected]

<< FRQWLQXHGIURPSDJH maybe Turner failed to find. “Consumer pull clubbed with place, it was the lack of that one con- Nevertheless, one cannot over- strategic distribution planning has a sistent show that was pulling back look the fact that the GEC business huge impact on the overall perfor- the channel performance. And this in Last Nail... is a long term game and about two mance of a channel - over the years turn was putting a lot of stress on our years is just too short a time period to Imagine TV lost out on factors con- financial plans,” he says. 12-18 months, Imagine TV did bring take such a decision, he notes. tributing to the former,” he says. As So, what happens now? forth a significant choice of good According to Pankaj Krishna, per industry estimates, the channel Jain notes that the company content but could not get the view- Founder and CEO - Chrome Data would have to spend about `60-65 remains committed to future invest- ership numbers. Therefore, Turner Analytics & Media, despite being a crore to reach such high penetration. ments and long-term participation should have looked to push up the in India. channel distribution and placement As for the employees, the com- so that it could at least witness some As per industry estimates, the channel pany plans to absorb a part of the default trials,” says Praveen Tripathi, would have to spend about `60-65 crore Imagine TV staff into the other chief executive, Magic9 Media & Turner channels, while a part will Consumer Knowledge. to reach such high penetration. stay on board as the transition team Karthik Lakshminarayan, COO, till all the contracts and agreements Crest - Madison Media, however, 65 GRP channel - the overall PCS Jain accepts the point. “Prior to with advertisers and partners are has a different take. According to of Imagine TV (availability across the taking the decision to close down officially settled. Additionally, Jain him, Imagine TV was fairly well top three distribution slots) stood at Imagine TV, we had done an analysis claims that Turner has outsourced distributed in the market. In fact, it 86 per cent, not radically behind Star on every aspect of the channel that an HR agency to place the remaining needed that one consistent show to Plus at 98 per cent and Zee, Sony, could be worked upon. While distri- employees across the industry. keep the channel running, which Life Ok and Colors at 90 per cent. bution and marketing were quite in [email protected]

40 afaqs! Reporter, May 1-15, 2012 1(:63(23/( >> MOVEMENTS/APPOINTMENTS<< PUB CRAWL A round up of some major people movements in the last fortnight Travel and MAINLINE MEDIA Party! he last fortnight witnessed several move- The branded bus travels Tments in the media circuit. To start with, Millennium Post, the Delhi-based to three pubs and bars English broadsheet promoted by Durbar Ganguly (ex-vice-chairman and joint in Mumbai, Pune and managing director, The Pioneer Group) Bengaluru in April and May. announced the appointment of two senior level executives - Mahmood Ahmad and News Bureau Sunil Kumar. While Ahmad will join the daily as chief general manager. Kumar has nternational entertainment channel VH1 been roped in as vice-president, marketing, from the Viacom18 stable, in association RADHIKA DAS EMMANUEL UPPUTURU Uttar Pradesh. In their new roles, both will Iwith Mossimo Nights, has organised a report to Ganguly. Ahmad will be based in pub crawl activity in a bid to bring the chan- DB Mudra Delhi has appointed Radhika Das as Delhi and Kumar will continue to work nel close to the audience. As a part of the Dvice-president. Das will be in charge of some of from Lucknow. At The Pioneer, Ahmad activity, the channel has launched a contest the major clients handled out of the Delhi office, such was working as general manager, marketing to choose participants who will be able to as Dabur, Jaypee, Nestle and Mother Dairy. Prior to and Kumar was general manager, Lucknow travel on a VH1 Pub Crawl Bus. this she was working with Brand David as director, operations. To participate in the contest, interested client services. Network18 has roped in Suranjana people need to log on to VH1 India’s micro- Meanwhile Emmanuel Upputuru has ended his Ghosh as marketing head for its English site, www.vh1india.com/pubcrawl and enter five-year stint with Publicis India as national crea- business channel, CNBC-TV18. Ghosh will personal details such as name, age, contact tive director. Upputuru joined Publicis in 2007 and report to Anil Uniyal, CEO, CNBC-TV18 number and city, and write why they should worked with Hemant Misra, chief executive officer, and CNBC Awaaz. Prior to this Ghosh was be on the VH1 Pub Crawl Bus. The par- Publicis India. He was responsible for steering the marketing manager, South Asia for BBC ticipants also need to upload their pictures, creative function of the agency. Earlier, Upputuru was World News and BBC.com. She was respon- senior creative director at Ogilvy & Mather, Delhi. sible for development and implementation of channel, brand and dotcom marketing strategies for con- The channel will take sumer and trade the winners and their DIGITAL markets in India. India Value friends out partying. uraj Nambiar, who Fund Advisors Shad quit as head (IVFA) has roped of MEC Interaction in the former along with their friends’ images. the digital arm of MEC, Group CEO Twenty participants from each city will has joined Mindshare of Network18 be chosen as winners, with the most crea- India as head, digital and Viacom18, tive answers followed by a telephonic or for West zone. Nambiar Haresh Chawla. personal interview with the organisers. The will be responsible for He will join as channel will take the winners of the contest driving the digital mandate partner, India HARESH CHAWLA and their friends out for party and drinks all for the Mindshare West operations on through the night, hopping to various pubs. zone clients and will June 1 and will As a part of the activation, the channel SURAJ NAMBIAR report to Ashok Lalla, be responsible for building and scaling up has branded a bus with the VH1 logo in psy- leader, digital, South businesses owned by IVFA across sectors chedelic graphics and colours. The contest Asia. Nambiar joined including the company’s media and enter- winners will travel to three different pubs MEC Interaction in 2010 tainment investments in the country. and bars in three states, including Mumbai, as senior business direc- After taking on board Prashaant Bhatt Pune and Bengaluru. tor and was responsible as fiction head for Colors, the channel has The Pub Crawl started from Mumbai in for business development appointed Manisha Sharma as head, non- April and continued to Pune, while it will and strategy. Earlier, fiction. She moves in from MSM’s Sony reach Bengaluru in May. Winners who have Nambiar was with the Entertainment Television, where she was in attended VH1 Pub Crawl in one city cannot BPG - The Big Idea as the same position. Sharma will report to Raj participate for another city. business director, digital. Nayak, CEO, Colors. Ferzad Palia, senior vice president and Moreover mobile Time Out India has announced the pro- general manager, English Entertainment, advertising net- motion of Nydia Dias as chief marketing Viacom 18, says, “At VH1, we constantly VIKAS GULATI work Vserv.mobi has officer. Earlier, Dias was country head, try to engage our audience and offer them appointed Vikas Gulati marketing, Time Out India. In her new world class experiences. Pub crawl as a con- as vice-president, business development for Southeast role, Dias will spearhead the marketing and cept is very popular in the west and we’re Asia in a bid to strengthen its Southeast Asia branding for the magazine across the coun- happy to be the first to bring it to India. The focus. Gulati will be based in Singapore. Before try, along with the marketing and branding Pub Crawl Bus will take the lucky partici- joining Vserv.mobi Gulati was vice-president, marketing of the two new titles that Paprika Media pants to some of the most happening pubs and business development, Asia at Sprice.com, proposes to launch this year. She will also in town, giving them a party experience like an online travel network that is now a part of head the events and activations division, as never before!” Travelport. well as the loyalty cards business. [email protected]

afaqs! Reporter, May 1-15, 2012 41 1(:60(',$ PATRIKA Doubling the Dosage The Hindi daily increased the size of its front page across editions, in order to claim its supremacy across its centres. News Bureau

he front page of the Innovation size newspaper Usual size newspaper statement among our readers.” Hindi daily Patrika Apart from the change in the Tturned double its usual masthead, the innovation was size today, in order to reinforce supported by a 52 cm strip right the company’s claim of being below the masthead. In Jaipur, the No. 1 in terms of circula- the masthead read ‘Jaipur ka tion, across its various editions. sabse bada akhbar (The big- The bigger-than-usual front gest newspaper of Jaipur), to page was done by turning the emphasise the reason behind newspaper masthead sideways the change. Similarly, vari- to make the newspaper look ous other editions of the daily twice the regular size. carried a line announcing the As part of the innovation, supremacy of Patrika in that only the front page was dou- city. bled from the usual 33 cm Patrika first carried this width to 52 cm width and 66 innovation on April 17 across cm height, while the rest of the its Jaipur, Jodhpur, Kota, paper remained unchanged. Udaipur, Bikaner, Barmer, Talking about the innova- Bhilwara, Ajmer, Alwar, Pali tion, Ajay Datta, head, brand Sri Ganganagar, Bhopal and communication, Patrika, says, Indore editions. On April, “Innovation is used to cut the 19, the same innovation was clutter in advertising. Our team extended to all other centres of had been thinking of creating the Hindi daily, including in a communication which could quite simply Rajasthan, Gujarat, Karnataka, Tamil Nadu, and strongly register the idea of Patrika being The innovation was sup- Chhattisgarh and Madhya Pradesh. The inno- the biggest newspaper in the various markets ported by a 52 cm strip vation was done by the in-house creative team of its circulation. The idea of making the of Patrika. newspaper visually big is designed to make a right below the masthead. [email protected]

industry should look to increase ad RADIO CITY rates, at least in the prime markets. The medium has established itself and today, by design and choice, Asking For More radio is a part of major media plans. Obviously, the key markets - the The radio station believes it is making the right price and value equation metros - are getting saturated. The and considers the increased rates to be more relevant to the deliverables price that one is paying right now may be a cheaper rate and hence, it offered to advertisers. News Bureau only makes sense for us to increase rates and control the inventory to an adio City 91.1 FM, promoted extent,” he explains. by Music Broadcast Private While the company refused to RLimited (MBPL), looks to make public any base rates, media increase its ad rates by 15-20 per cent “It is not just us. The radio planners estimate it to be in the across markets. The hike is being put industry should look to range of `600-1,100 per 10 seconds. into effect in a gradual manner. However, the rates vary as they are In a brief chat with afaqs! increase ad rates, at least in market-specific and deal-specific. Reporter, Ashit Kukian, president the prime markets.” Justifying the hike, Kukian says and chief operating officer, Radio ASHIT KUKIAN that it would reflect on the value that City 91.1 FM, confirms the hike. the station provides its advertisers, “Pricing as a policy is not some- which is much more than vanilla thing we do in one shot and finish advertising. off. There are different kinds of deals “We have made use of the medi- with the clients. When we look at the this is not a mere price hike without price-value equation.” Kukian says. um in a very user-friendly format beginning of the year and the end, a process and it is only making the He states that the industry as a for the advertiser. We have tried and our aim is 15-20 per cent ER (effec- rates relevant to the deliverables it whole ought to look at increasing ad weaved in a lot of content into the tive rate) increase,” says Kukian. provides to its advertisers. rates for better inventory control. He adds that for the network, “We are only making the right “It is not just us. The radio FRQWLQXHGRQSDJH>>

42 afaqs! Reporter, May 1-15, 2012 1(:60(',$

5HDGLQJ5RRP << FRQWLQXHGIURPSDJH Currently, I am read- love reading classics since ing Genghis Khan: Making the time a friend pointed out Asking For More of the Modern World by Jack Roland Barthes to me. I was Weatherford. I feel that the mesmerized by the 1950s clas- advertisers’ communication. We offer innova- book challenges the conven- sic – Mythologies. It is an tive solutions. There is a lot more involvement tional understanding of the amazing and insightful way of and consumer interaction. We have on-ground ruthless, blood-thirsty, bar- looking at the world. As prac- activation. We try and give maximum returns barian conqueror to help ticing semioticians, this one is through all these integrations. It is a far more understand a master strategist an eye opener. by-design solution approach that Radio City who set out to conquer the Some essays in the book sees,” he says. world with a relative- l y talk about the Gladiators and In the recent past, MBPL has added Radio small army. Roman circuses and City Connect to its offerings. A non-traditional He vanquished public crucifix- revenue arm of the network, it provides local lands and territories ions. advertising solutions, delivering a variety of on- ALPANA PARIDA that Romans took I also often re- ground activities combining radio, activation, President, DY Works 400 years to cap- read some intersting events, online and mobile. ture. The book ones like Gujarat And With the increased ad rates, commercial time lpana Parida, president, DY reaffirms my The Sea by Makrand on the station is bound to go down but Kukian AWorks loves to read books that belief in original Mehta and Guns, is certain that it will be temporary. The radio open up a new perspective. She feels thinking. Germs, and Steel by station has done the math for itself as he says the that it is for this reason, that fiction Apart from Jared Diamond. company knows the threshold pricing that can doesn’t interest her much. this, I also As told to Raushni Bhagia be worked on without affecting revenues. MAXIM MEDIA Niche Move The new title, Muallim, which is being touted as the first English language lifestyle magazine for Muslims in the country, will hit the Currently operating in newsstands this month. News Bureau 20 markets, Radio City he Mumbai-based media house, Maxim Islamic knowledge and focuses on contemporary Media, is all set to launch an English positive affairs. Muslims who are comfortable in is prudent about the Tmonthly lifestyle magazine, titled Muallim. English will find ‘Muallim’ convenient to grasp markets it goes into. Muallim, which means tutor, is being promot- the message of Islam and recent positive developed as the first English language monthly lifestyle ments of the community.” magazine for Muslims. Interestingly, the magazine has a very Muallim is Maxim specific advertiser profile. It will carry Kukian says, “It is a decision you take over Media’s maiden venture. The advertisements of only those companies a period of time, keeping in mind what kind group also plans to launch a which have Shariah compliant busi- of threshold ER will not let your inventory fall daily newspaper, along with nesses. The magazine will not carry ads below ‘x’ level, so that your revenues are still a 24-hour news channel for of companies from the banking sector, intact. So I am sure, if there is a drop in inven- Indian Muslims. entertainment industry, and alcohol tory, it will be momentary.” The magazine aims at and tobacco products, among others. Currently operating in 20 markets, Radio helping its readers clear mis- Instead, as of now, the magazine City is prudent about the markets it goes into. It conceptions about the religion. will depend on local ads of brands is particular that the markets have to be advertis- As of now, it will be available owned and managed by Muslims. ing-friendly as it reaches out further in Phase III. in Mumbai and its suburbs in Once the first issue is out, it will Talking about the national versus local adver- Muslim majority areas. The approach certain corporate sectors for tising ratio on the station, Kukian puts the figure magazine will have an initial branding. “Gradually, Muallim will at 70:30 in favour of large national corporate print run of only 3,000 copies; it become a platform for advertisers to brands. has a cover price of `50. tap Muslims, which approximately However, he accepts the fact that there will The target readers of Muallim accounts for 15 per cent of Indian consumers,” be an increase in the local advertising pie. include businessmen, corporate professionals, shares Nomani. “Slowly, the mix is changing. I would not housewives and college students, those in the In an official communiqué, Maulana Ubaidur be surprised if this year it goes to 65:35 because age group of 15-50 years, of the Muslim com- Rahaman Qasmi, editor-in-chief, Muallim, who is locally, we are penetrating far more in the last munity and well versed in the English language. also a member of Islamic Investment and Finance two years. The markets are getting more mature. The content mix of the magazine will have a mix Board of India and Alim from Darul Uloom The retail industry, which was a little low in of spirituality and contemporary affairs, as well as Deoband, says, “Articles in Muallim will be based the last two years, is slowly picking up. The profiles of Muslim achievers in business or corpo- on Islamic theology and Muslim contemporary radio industry’s strength lies in the fact that you rate careers. affairs.” can localise content and hence, advertisers are Talking about the reason behind the launch, The inaugural edition of the magazine will looking at local markets. One fine day, the local Z F Nomani, director, marketing, Maxim Media, have 48 pages of content, which will be further market may have as much investment in the says, “There are several magazines in Urdu, but increased based on the requirement. medium as the corporate advertisers,” he says. not a single English magazine which imparts [email protected] [email protected]

afaqs! Reporter, May 1-15, 2012 43 The medals rained at the festival Team Ogilvy Team Creativeland Asia that almost everyone in the Indian advertising fraternity looks forward to. A round-up of the celebrations. News Bureau

CREATIVE ABBYS CREATIVE ABBYS: THE TOP 20 midst much cheer and drum-rolling, the much awaited Creative Abby AGENCY Grand Prix Gold Silver Bronze Total AAwards were announced at Goafest 2012 held at Zuri White Sands on Ogilvy India 1 11 16 23 50 April 22. Continuing its winning streak, this year, too, Ogilvy India walked Creativeland Asia 1 0 5 0 6 away with the top metals. Taproot 0 6 13 15 34 Ogilvy won a Grand Prix this year as well, along with the maximum awards - 50 metals. Recognition came for its work on Fox Crime, Mentos Leo Burnett 0 3 11 21 35 Sour Marbles, Imperial Blue and ITC Maurya, New Delhi. There was DDB Mudra Group 0 2 13 17 32 stiff competition from Creativeland Asia, which won a Grand Prix (in the Grey India 0 1 6 10 17 Integrated category for Audi A8L 3D) and ﬁve silver metals. BBDO India 0 1 4 8 13 Close on their heels were Taproot and Leo Burnett. The much popular JWT India 0 1 3 12 16 ‘Har friend zaroori hain’ campaign earned a gold metal for Taproot in the Nirvana Films 0 1 1 1 3 Film category. It also won in the OOH and Print categories for Audi Book Jack in the Box Worldwide 0 1 1 0 2 India. Its work on Times of India and Pepsi too came in for reward. Leo Pheonix Ogilvy , Sri Lanka 0 1 1 0 2 Burnett won gold for Bajaj Bulbs and www.gandhifont.com. DDB Mudra Group’s Sanctuary and Steadfast Shredders roped in golds Sapient Nitro India 0 1 1 0 2 too. Amongst the creative agencies that participated from southeast Asian Studio Eekasaurus 0 1 1 0 2 countries, Phoenix Ogilvy bagged one gold and one silver. It won a gold metal Apostrophe Films 0 1 0 1 2 in the OOH category for Titus Knives. Production houses Nirvana Films XOX Design 0 1 0 1 2 (for Vodafone’s Super Zoozoos), Studio Eekasaurus (for Google Chrome’s Ramesh Deo Productions 0 1 0 0 1 Tanjore Painting campaign) and Ramesh Deo Productions (for Mumbai Contract Advertising 0 0 5 7 12 Mirror’s ‘I am Mumbai’ campaign) stood out too. Ideas@work 0 0 3 4 7 Maxus India 0 0 3 4 7 MEDIA ABBYS Out of the Box 0 0 3 2 5 Team Mindshare roupM’s Mindshare bagged the first ever Media Grand in the Pro Bono Marketing catego- GPrix award at the Media ABBYs. The agency won it for ry for Bombay Psychiatric Society’s the ‘Little Big Film Maker’ campaign for Surf Excel. ‘Zindagi Se Dosti-Make Friends with Following Mindshare in the metal tally is MEC, the Life’ campaign. only agency to win two gold - one each for Colgate Dental Madison Media Infinity won Cream’s Night Hammer campaign (in the Best Use of one gold, one silver and a bronze Newspaper & Magazines category) and Reliance 3G-Feeling metal. The agency’s gold came for is Believing campaign (the Best Use of TV category). the ‘Turning Print into Social Media’ Lodestar UM won six metals including one gold, two campaign for Parachute Advanced silvers and three bronzes. The gold for the agency came Ayurvedic Hair Oil. With this win, the agency shared a gold metal with MEC in the Best Use of Newspaper MEDIA ABBY: THE 10 THAT WON & Magazines category. Starcom Worldwide won a gold metal for Samsung AGENCY Grand Prix Gold Silver Bronze Total Galaxy Tab’s ‘Touch Cinema with Galaxy Tab’ campaign. Last year’s big winner Maxus (two golds, six silvers and two bronzes) Mindshare 1 0 2 2 5 managed just two silvers and three bronzes. Mediacom Communications MEC 0 2 1 1 4 and Madison Media Plus managed to win a silver each, while DDB Lodestar UM 0 1 2 3 6 MudraMax and Interactive Avenues won a bronze each. Madison Media Infinity 0 1 1 1 3 KPMG took care of the validation process this year, too. There were Starcom Worldwide 0 1 0 0 1 a record number of media entries, almost 16-17 per cent more than the Maxus 0 0 2 3 5 earlier record. Last year, there were about 537 entries. This year, the par- Mediacom Communications 0 0 1 0 1 ticipation from the agencies increased, with 33 agencies entering. In all, Madison Media Plus 0 0 1 0 1 there were 29 metals awarded to various agencies at the Media ABBYs this year. In what was a first, entries from countries across South Asia, includ- DDB Mudramax 0 0 0 1 1 ing Pakistan, Bangladesh, Sri Lanka and Nepal were invited. Interactive Avenues 0 0 0 1 1

44 afaqs! Reporter, May 1-15, 2012 *2$)(67 7KHIHVWLYLWLHVDQGWKH )URP*RDIHVWWR&DQQHV DIWHUPDWK ZKLFKRQHVZLOOPDNHLW"

Fox Crime should have We’ve got to do good Two of the entries have I will put my money won three Grand Prix! I work every single day; the potential to make it on two entries. think it’s fantastic work there’s no secret about to Cannes. One is for The ﬁrst one is that of by the youngsters, with that. You have to be Parachute, by Madison. Fox Crime by Ogilvy digital and advertising relentless - there’s no The other is for HUL’s India and other is Audi working together. two ways about it. Surf Excel. by Creativeland Asia.

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We’ve always stressed It was a great I think Coke Studio has Mentos has the potential on quality over quantity. performance by DDB amazing potential at the to win at Cannes 2012. This is a message for Mudra. I liked the global level - an example Tide, Killer Jeans and people that you can do Shredders campaign and of how to take an idea, Coke Studio have a real, good work and still the Great Fire of London and carry it across strong chance too. win the prize. campaign. the globe.

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The quality of speakers, in All presentations were top notch. What is unique at this year’s general, at Goafest is not as We had a lot to take away from Goafest is that it is an unexpected great compared to Cannes. Also, Jonathan Mildenhall’s (Coke Inc) list of speakers. It is great to get another point is that the speakers presentation. There was so much in speakers whom we haven’t or the presentations at Cannes to learn and get inspired from the heard before. have a lot of newer things to say. examples that he gave.

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afaqs! Reporter, May 1-15, 2012 45 ,V*RDIHVWDKRWVSRWIRUKHDGKXQWLQJ"

Whoever thinks that We come to Goafest, At Goafest, the energy I am sure that there is a Goafest is a fertile ground to see how work has levels are pretty high and lot of head-hunting that for head-hunting is improved. The seniors for recruitment, high happens for the winners plainly lazy and stupid. come to see who is energy levels make sense. of ABBYs. But that is You need to keep your doing great work and Also, everyone has a lot of post-Goafest. eyes and ears open to whether some of those time in hand. great work in the market. people can join us. PARTHA SINHA0$1$*,1*3$571(5%%+,1',$ NAKUL CHOPRA&(238%/,&,6 MADHUKAR KAMATH*3&(208'5$*5283 COLVYN HARRIS&(2-:7,1',$

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Goafest is a place I do not agree with the The neighbouring I do not want to say that to come and learn. idea that many agencies countries have a long way there is not much great Creativity should get prefer to send their to go. In fact even India creative work happening, priority but what is also creative talent to Goafest has a lot to learn, but, in terms of quantity, important, is the over the suits and the as well. they are far behind. thinking behind it. planners.

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In terms of sheer There were hardly any All the departments in an This is an ad fest. If quantity, the numbers non-Indian entries that I ad agency should make creative has a role to play have gone up. But, in saw. Hopefully, they will it to Goafest, as everyone in a campaign, so does terms of quality, there is wake up to Goafest and plays a role in the overall an account management a long way to go. come and see the kind of creative thought process. team and a work that happens here. planning team.

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46 afaqs! Reporter, May 1-15, 2012 *2$)(67

1 2

3 4

6 7

8 9 10 ALL PHOTOS BY SUSHIL KUMAR

1 Young agency power on display 6 Fun at the rain dance 2 An adventurous week 7 Mystic Magic 3 From left: Piyush Pandey and Bobby Pawar 8 From left: Nagesh Alai, Ashish Bhasin and Ajay Kakar 4 From left: Ravi Deshpande, Agnello Dias and KV Sridhar 9 From left: Satbir Singh and Ajay Gahlaut 5 M G Parameswaran 10 From left: Shashi Sinha and Arvind Sharma afaqs! Reporter, May 1-15, 2012 47 1(:622+ SWITZERLAND TOURISM Vacation Call A 3D replica of a cable car and track was created on a 30X20 feet billboard. The campaign comprised 170 different media touch points across Mumbai. News Bureau

Sharma, interim director, Switzerland Tourism on the object of using the OOH medium. Imtiyaz Vilatra, founder member and managing partner, Milestone Brandcom, says, “The objective was to bring to light the diversity of landscapes Switzerland has to offer. The campaign aimed to target the upper middle class, who invest in good vacations. The company has come up with various attractive welcoming offers to

magine the mesmerising landscape of Switzerland on the streets of Mumbai. Switzerland Tourism has tried to bring I Vilatra and Sharma: building reach Switzerland closer to Mumbai through an OOH innovation executed on a 30X20 feet billboard. This involved a 3D mini replica of a cable car, explore the immaculate beauty that Switzerland with a motion path similar to the real one. The has to offer. The mesmerising dream-like loca- cable car moved up and down over the billboard tions and attractive rates offered by the company, with the help of a gearbox. In the background, combined with the right media mix along key the creative showcased an image of Mount Titlis, arterial routes, helped in reaching to the TG.” which stands tall at 10,000 feet. The innovation The entire media plan of the OOH campaign highlighted the cable car travel arrangement in The innovation was included 170 different kinds of media touch Switzerland, which offers fantastic views of the points such as billboards, backlit bus shelters, landscape. It was strategically placed at Worli strategically placed at backlit pole kiosks and large format mall facades. Naka, one of the high trafﬁc areas in Mumbai. With the tagline, ‘Explore Switzerland’, The innovation was supported by traditional Worli Naka, Mumbai. the company aimed to promote Switzerland 2D creatives on regular outdoor formats. The as a popular holiday destination in the world creatives showcased vibrant images of the geo- innovations are what separate an ordinary adver- and to showcase the different destinations in graphical diversity that can be found in the tising and marketing campaign from a successful Switzerland, along with special offers. country in a bid to establish the core communica- one. The objective was to utilise the OOH space The 15-day campaign was an extension of the tion objective of the campaign, and also fascinate effectively and build reach along key arterial earlier campaign, ‘We do whatever it takes to and intrigue people with visual appeal. junctions and trafﬁc points in order to reach make your holidays perfect’. “Top of the mind recall and clutter breaking the right TG (target group),” comments Ritu [email protected] 1(:622+ IPL High on Outdoors The 15-day OOH campaign is based on the tagline, “Aisa mauka aur kahan milega“ and is spread across more than 78 markets pan India. By Jhumur Nandi

ndian Premier League (IPL) fever has hit the nation yet again, with the start of the ﬁfth Iseason. Continuing its tradition, a high decibel out of home (OOH) campaign has been rolled out by SET Max, with innovations across various outdoor formats, across 78 cities. To highlight the communication theme ‘Aapki seat reserved hai’, a packed bus was created on a hoarding in Mumbai, with real people sitting on it during peak hours. The hoarding, at times, dis- played the match schedule for the day. A similar innovation was carried out on a mobile van, with live cheerleaders performing nearby. In Delhi, a real sofa was created in a bus shel- ter, with a framed group photo of cricketers. The creative was in a perfect family picture set up, and aimed to highlight that the entire family can sit nication, ‘Tashreef ka tokra jama ke rakhiye’. together and watch the IPL. Dipankar Sanyal, chief operating ofﬁcer, Gaurav Seth, senior VP, marketing, SET Max, MOMS, says, “The whole campaign has an essence says, “Outdoor presence traditionally plays a big of omnipresence, with clutter breaking innova- role in our marketing mix for the IPL. The vari- tions which to take the audience by surprise by the ous formats of outdoor media that we utilise in subtlety of their presence in malls and multiplexes. our campaign range from large impact billboards The effect is doubled by the larger-than-life buses to smaller format frequency building hoardings. installed with real people inside them.” The entire range of street furniture available is also Apart from hoardings, Metro station signages, utilised to create a robust presence OOH.” unipoles, utilities, bus queue shelters (BQS), gan- The creative agency is JWT, while the OOH tries, mega clusters, bridge panels, glass façades, campaign has been executed by MOMS, the out- among others have been used in big cities, while door unit of Madison. It also included innovations Seth and Sanyal: omnipresent in smaller towns, the media is tactically selected in inside airports in Mumbai, Delhi, Bengaluru and high congregation points near railway stations, bus Chennai, in which sofas with countdown timers and Delhi. Various items such as commodes, hay stands and market places. The campaign is based were placed at the arrival areas. Also, there were stacks, large paint buckets and paper stacks were on the tagline, ‘Aisa mauka aur kahan milega’. tie ups with malls and multiplexes in Mumbai placed at the multiplexes to establish the commu- [email protected]

KINGSTON of the pen drive have interesting graphic images depicting the benefits of the device. Moreover, after Into a Pen Drive entering the innovation, customers also witness a painter painting The installation is a 31’X 9.5’X12’ replica of a pen drive. The inner walls a portrait, along with a guitarist depict the benefits of the device through interesting graphics. News Bureau strumming a song. The month long OOH innovation is executed by Six Inches Communications. he most important feature Vishal Parekh, marketing direc- of a pen drive is its ability tor, Kingston India, says, “We Tto store a large volume of wanted to highlight the fact that data. In a bid to highlight its feature though pen drives look small, they of storage and space, Kingston has are huge storage devices and convey installed an out-of-home (OOH) the idea that one can carry his or her innovation in the form of a giant world in a pen drive.” pen drive, wherein people can go Pravin Shah, CEO and MD, Six inside the innovation and know Inches Communications, says, “In about the benefits of the device. order to communicate the magni- Placed at Nirmal Lifestyle mall, tude of space offered by Kingston Mulund, Mumbai, the OOH inno- pen drives, we opted for this medi- vation is a replica of an original um as it gives a brand the flexibility Kingston pen drive measuring 31 to explore innovation with products feet in length, 9.5 feet in height The larger than life replica of pendrive placed at in terms of size and experience.” and is 12 feet wide. The inner walls Nirmal Lifestyle Mall, Mulund, Mumbai. [email protected]

afaqs! Reporter, May 1-15, 2012 49 -2%6:,7&+ JOBSWITCH Post: Sr. Copywriter Location: Bengaluru/Bangalore Email: [email protected] Company: AIM HIGH Email: [email protected] ...... CONSULTING ...... Post: GM - Operations ( Events/ Profile: If you have anywhere Post: Digital Direct (Email) Exhibitions/Activations) between 4 to 6 years of experience Campaign Specialist Company: Workaholics Event in writing Ads, Brochures, Online Company: Kenscio Digital Marketing Solutions Private Limited content, Direct Mailers and Profile: Will be managing bulk email Profile: Should have an exposure of Marketing Collateral do mail us campaigns using an email platform Large format Events/Exhibitions/ your Profile and samples of earlier and prepare & analyze reports Activation Projects. work. related to campaigns performance in Good command over the Exp: 4-6 yrs MS excel. Operational & Production Location: Bangalore Exp: 1-4 deliverables. Email: [email protected] Location: Bengaluru/Bangalore Ability to manage the Team and ...... Email: [email protected] deputing role & responsibilities. Post: A.V.P - Business Development ...... Thorough Knowledge of Events, Company: Brainsmart Media & Post: Marketing Executive Exhibitions, Activations. Advertising pvt. ltd. Company: Advierto Advertising Expertise in Developing Profile: Go getter, A strong Profile: Minimum Graduate/ MBA Operational Presentations, Costing, attitude, Highly skilled marketing will be responsible for advertising, Checklist, Project Closing, professional with the ability promotion and marketing for Expenses etc.. to penetrate the market, pitch service industries. Exp: 5 years to 10 years experience new clients & convert business. Exp: 0-3 in the relevant field. Responsible for branch sales & Location: Delhi Location: New Delhi targets. Email: [email protected] Email: [email protected] Exp: 5 - 10 yrs ...... 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Design graphics across agency of good repute and should Location: Delhi the length and breadth of brands – have good understanding of market Email: [email protected] Saurabh Sharma (Delhi) Ph: 09868919608 logos to ads to outdoor to scenario...... Email: [email protected] brochures etc. Exp: 5-8 years Post: Business Development Exp: 4- 8 yrs Location: Delhi Manager Tejal Kantharia (Mumbai) Ph: 09619442284 Location: New Delhi Email: hrd@infinityadvt.com Company: I Creative Minds Email: [email protected] Email: ...... Profile: Female candidates will be Post: Sidharth Chittur (Bangalore) nidhi@flagscommunications.com Sr. Client Servicing Executive formulating strategies & reaching Ph: 09964091407 ...... Company: Aakanksha Healthcare out to the unexplored market Email: [email protected] Post: Event Producer Profile: Interaction with Clients, segments for business expansion [email protected] Company: Ipsum Events Research Writing D-Briefs, Writing Strategy and must be able to generate Services Pvt Ltd for Brands & Briefs for Creatives, qualified leads through cold calling. To view other jobs in Marketing, Profile: The role of Event Producer Presenting & Seeling Creatives. Exp: 3-5 Media and Advertising, log on to: http://jobs.afaqs.com is to create the content for Exp: 3-4 years of experience in Location: Delhi/NCR conferences and training courses. Brand Management Email: Join us on : facebook.com/jobswitch Exp: 1-5 Location: Mumbai [email protected]

50 afaqs! Reporter, May 1-15, 2012