June 16-30, 2011 Volume 2, Issue 12 `100

28

Media agencies, that were being battered by dwindling commission incomes, are playing the field smartly with non-traditional verticals.

38 8 42 32 PLUS TYROO MEDIA Re-targeting 20 THE INQUILAB Spreading its Wings 24 AMAR UJALA PROFILE ULYSSE NARDIN DEFINING MOMENTS Then and Now 30 Joy Chakraborthy Clocking Time Rajat Sharma NAMASTHE TELENGANA This man is confidence The Swiss watchmaker India TV’s head honcho has personified. lands in Bengaluru airport. a host of memories. New Approach 30        

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           Sudip Nag, GM (Advertisement) - 96861 88840.   Vijaya R - 98440 92091, Tony Doulton - 98450 67371, Anantha Krishnan - 81477 52856    Deepak Menon - 98106 65814    Prabal Deb - 98303 75315   A V Vinod Babu - 99520 16709   Ramachandra Rao - 98490 41737   Rajeev Pathria - 98201 51642.   !  [email protected]

‘‘‘rsqqi‚vs†i€rqƒ ‘‘‘rsqqi‚vs†i€rs„i„s†qƒ EDITORIAL

This fortnight... Volume 2, Issue 12

EDITOR n advertising agency is 85 per cent confusion and 15 per cent commission,” remarked a Sreekant Khandekar Afamous US comedian during the early ’50s. PUBLISHER Jokes apart, it was the 15 per cent model that sustained many advertising agencies (then Prasanna Singh CONSULTING EDITOR called full-service ad agencies) for decades. This continued even as the media departments of M Venkatesh these agencies were spun off into separate, specialist media buying agencies that CONTRIBUTING EDITOR bought and managed media for their clients. Prajjal Saha As these media agencies grew in size, so did their clout. The commission SENIOR LAYOUT ARTIST Vinay Dominic June 16-30, 2011 Volume 2, Issue 12 `100 model was an arrangement that many thought would go on without a hitch. LOGISTICS Agencies went merrily on their way making this model the cornerstone for Rajesh Kanwal growing their bottomlines. But as clients started getting wiser and began leaning ADVERTISING ENQUIRIES on agencies, the latter’s commission levels dipped to alarming levels, sometimes Hansika Koli, (0120) 4077834 4077837 Noida 28 threatening their very survival. Varun Mohan, (022) 40429702-5 Mumbai [email protected] Media agencies, that were being battered by When these agencies woke to the perils of the situation, they moved into dwindling commission incomes, are playing the field smartly with non-traditional verticals. Marketing Office damage control mode as fast as they could. Over the last few years, agencies also B-3, First Floor, Sector-4, Noida-201301. discovered that the best way to stay in the game was to diversify and discover Tel: (0120) 4077800. avenues away from print and television. The truth of putting all their eggs in Mumbai 38 8 42 32 PLUS 501-502, Makani Center, 5th Floor, TYROO MEDIA one basket - two in this case - came home painfully to these players. Re-targeting 20 Off Linking Road, Bandra (W), THE INQUILAB Spreading its Wings 24 Mumbai - 400050 AMAR UJALA PROFILE ULYSSE NARDIN DEFINING MOMENTS Then and Now 30 Value-addition - giving a better deal to the consumer - became the watchword Joy Chakraborthy Clocking Time Rajat Sharma Tel: +91-22-40429 709 - 712 NAMASTHE TELENGANA This man is confidence The Swiss watchmaker India TV’s head honcho has personified. lands in Bengaluru airport. a host of memories. New Approach 30 for one and all. New ideas, newer media and even newer verticals came to the Bengaluru rescue of agencies. Today, a relatively high percentage of a media agency’s S-1, New Bridge Corporate Centre, income comes from non-traditional sources. Agencies embraced the latter with a 777 D, 100 ft Road, Indira Nagar, Bengaluru - 560038, India fervour that was matched only by their fear of extinction. Subscription Enquiries This fortnight’s cover story explores what these non-traditional sources are, how media Garima Agnihotri, (0120) 4077837 [email protected] agencies manoeuvred their way to stay afloat and found ways to shore up their revenues and profitability. In the process, they also discovered the depth of talent, the adaptability, resilience Printed, published, and owned by Prasanna Singh, Publisher, and professionalism that that they could call up on when buffeted by crises. at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063.

Printed at Cirrus Graphics Private Limited B-62/14, Naraina Industrial Area, Phase II, New Delhi – 110028. M Venkatesh Cover Illustration [email protected] Tiffin Box CONTENTS 41 20 PLUS FASTRACK Going the Retro Way 14 CHING’S SECRET KURKURE Hidden Message Psychic Healing 14 Brand building through casual GODREJ gaming. Record Maker 34 STAR MOVIES HD INTERVIEW 10 36 Meet the Superheroes 34 Amit Chopra SIGNAGE CIRCUS HMVL’s CEO on what lies ahead for the Hindi press. Rotating Display 42

POV 18 ERRATA The OOH agency for UTV Deo Brands IPHONE 4 ZEE CAFE Salon branding (Campaign Trail, May 16-31) is Augustus Are deodorant brands going Three Birds, One Stone Green with Pride Communications. overboard with their projection Aircel and Airtel get their Adopt saplings, save the The error is regretted. of sensuality? space in this iPhone ad. Earth, says the channel. Editor

afaqs! Reporter, June 16-30, 2011 3 NIELSEN SURVEY    Sponsored by

ielsen has released the cent believed that it was a good time results of its Global to buy the things that they wanted, NConsumer Confidence compared to 56 per cent in the previ- Survey, conducted between March ous quarter. 23 and April 12, 2011. The survey As a true savings-oriented econ- Hero Group> The Hero Group is all set to take a plunge polled over 28,000 consumers, in omy, India ranks fourth, globally, in the international market by setting up factories and 51 countries throughout Asia-Pacific, for a country that puts its spare cash assembly operations overseas, apart from developing new Europe, Latin America, West Asia, into savings. Indians list savings as models specifically for the foreign markets. The company is Africa and North America. It was top priority. According to the survey; aggressively looking at markets like Latin America, Africa and based on the behaviour of respond- sixty five per cent Indians intend to South-East Asia where it plans to use some of the existing ents with online access only. save spare cash after meeting their brands apart from introducing all the new range. Results show that Indian con- essential living expenses. sumers continue to remain the most Nielsen finds that Indians are now optimistic, globally. However, their spending their spare cash on new Panasonic is get- Panasonic> The Japanese consumer durables firm, confidence level has not risen from technology products, new clothes, ting into newer Panasonic is looking at technical collaboration with sev- the last quarter of 2010. holidays or vacations, out-of-home categories apart eral Indian firms, including the Tata Group, to develop “India’s consumer confidence has entertainment, home improve- India-specific products. It has set up its first R&D centre in from upgrading Haryana and is also getting into remained consistent ments and decorating. its existing range over the last five quar- Globally, Indians rank newer categories like water purifi- ters, driven by strong number one amongst of products ers this year, apart from upgrading MARKETING economic growth those who put their its existing range of products. and an optimistic job spare cash into buying market. If confidence new technology. Lipton Ice Tea> Beverages major PepsiCo and FMCG levels among consum- Though Indian Tangentially, it was ers have remained flat found that the biggest giant Unilever are all set to revive their joint venture (JV) in India with the relaunch of their global product, Lipton Ice over the last quarter, it consumers drop in the spare cash Tea, in the country. The JV’s Indian arm has launched two is largely due to global spending list this quar- continue to new flavours of the ready-to-drink ice tea, after a gap of factors such as weaker remain the ter is in investments in seven years. In 2003, PepsiCo and Unilever had formed a equity markets, higher the stock market or in global 50:50 joint venture - Pepsi Lipton International - to commodity prices and most optimistic, mutual funds. manufacture and market Lipton Ice Tea variants in 67 coun- overall weaker global globally, Overall, Indian tries. The company entered India in 2004. recovery, compound- consumers now seem ed by rising domestic their confidence eager to spend on inflation,” says Justin level has not themselves, their fami- Tata Global Tata> Tata Global Beverages, is in talks to sell about 20 Sargent, MD, con- risen from Q4 lies and their homes, Beverages group per cent of its stake in its international operations to a stra- sumer, India, Nielsen while keeping away owns brands such tegic investor. The company expects to close the deal in the Company in an official of 2010. from making volatile next few months. The move comes after the firm, failed to communiqué. investments related to as Tetley Tea and close a deal with private equity investors, some time back. The survey further revealed that the stock market. Eight O’Clock The world’s second-largest tea group owns brands such as when it comes to job prospects in the However, the study also showed Coffee. Tetley Tea and Eight O’Clock Coffee. next twelve months, Indians contin- that Indians have had to reduce ue to be the most optimistic, globally. household expenses in order to Indians are also extremely optimis- cope with alarmingly high inflation. Crompton Greaves> Electrical appliances and capital tic about the state of their personal Interestingly, on the global charts, goods maker, Crompton Greaves (CG) has acquired the finances in the next twelve months. Indians rank third on the list of US-based QEI for about $30 million in a deal that will allow In fact, they top the global ranking countries that believe that they will the company to expand its presence to North American for countries that are most optimistic emerge from the economic recession automation market. New-Jersey based, QEI makes products about their personal finances. This in the next twelve months. for management of electric transmission and distribution overall optimism finds Indians open Looking ahead, the issues Indians networks. to spending a little more than they are concerned about include increas- did in the past two quarters. ing food prices, work-life balance, Of the Indians surveyed, 61 per rising fuel prices and job security. As per the deal Lotto> Italian sportswear maker Lotto, has appointed Columbus will not Columbus Marketing to manufacture, source and distribute only manufacture Lotto shoes in the wholesale market, a role which was earlier being handled by Sports Lifestyle. Lotto has signed the deal QUOTE OF THE FORTNIGHT Lotto shoes, but with the company for the next 15 years. And as part of the also supply to 25 deal Columbus will not only manufacture Lotto shoes and also ‘‘Apart from the slowdown in big distributors. supply to 25 big distributors across the country, who have a the AC business, TV sales have collective reach of over 3,000 retail points. not met expectations. Overall TV sales were expected to be Havells> Electrical components maker, Havells India, 80-90 per cent, it is currently plans to invest `700-800 million over the next two-three years in marketing, research and development of its new at 40-50 per cent.’’ home appliances product line. They plan to start selling its new range of products like - juicer, mixer, grinder, electric MANISH SHARMA, DIRECTOR MARKETING, PANASONIC INDIA ON THE LOW RATE OF SALE OF ACS AND TVS iron, cooking appliances, from next month but it will be manu- IN THE ECONOMIC TIMES. factured by its sourcing partners in India and China.

4 afaqs! Reporter, June 16-30, 2011

DAINIK BHASKAR     Sponsored by

he Dainik Bhaskar (DB) Sudhir Agarwal, managing direc- Group launched Divya tor, Dainik Bhaskar Group, says, TMarathi, its fourth language “The pre-launch surveys were one daily from Aurangabad last month. of the largest conducted in the This is the DB Group’s 60th edi- Aurangabad region, and were an CNN International> CNN International tion. Union Home Minister P exciting challenge.” has announced that Korean Air is continuing Chidambaram was the chief guest The daily has a cover price of `3, its sponsorship around the network’s travel, at the launch of the Aurangabad edi- valued at `1,095 per year. But, in entertainment and lifestyle brand ‘CNNGo’. tion, and the function was presided order to promote the daily, the group This deal has been renewed after a year-long partner- over by Prithiviraj Chavan, chief had introduced a pre-launch offer, ship since May 2010 between the global news network minister of Maharashtra. It is learnt wherein the subscribers could sub- and South Korea’s Korean Air, which launched with on- MEDIA that the print run for the first day of scribe for a downpayment of `199, air advertising around CNN’s show, ‘CNNGo’. the Aurangabad edition was 87,000 with `45 to be paid to the vendor copies. every month. In effect, the read- To map an in-depth understand- er will have to pay `739, annually. The MP-based Nai Dunia Media> The Madhya Pradesh-based ing of the readership patterns in Hemant Arora, chief officer, mar- Hindi newspaper Hindi newspaper group Nai Dunia Media completed 64 the city, the group claims to have keting and corporate sales, Dainik years of its existence on June 5. To celebrate the occa- surveyed 1.4 lakh households and Bhaskar Group, says, “This launch group Nai Dunia sion, Nai Dunia invited people who turned 64 this year, commercial estab- is one of the most Media completed to share their experiences regarding the changes and lishments in a twin important launches 64 years of its evolution of society during the last 64 years of their contact programme, for us as it is one of existence on lives. A selected few expe- prior to the launch in the priority markets June 5. riences were published in Aurangabad. for the advertisers.” NaiDunia and NavDunia. In the first phase, The ad rate for the the group undertook edition is `400 per a door-to-door survey, In an attempt to sq cm for black-and- Arasu Cable TV Corporation> The Jayalalithaa-led in which readers were map an in-depth white ads and `600 per AIADMK government in Tamil Nadu has decided to revive the requested to share understanding of sq cm, for colour ads. government-run Arasu Cable TV Corporation. The move is their views about ‘their On an average, expected to be a setback for the Sun TV group, controlled by ideal newspaper’. In the readership the main paper of the the Maran family. When relations between the family of for- the second round, patterns in the new edition will have mer chief minister M Karunanidhi and the Marans went sour, households were vis- 12 pages, along with it was the DMK government that had initiated the Arasu Cable ited to book orders. city, the group a local pullout titled TV Corporation. However, the idea of a cable TV operation controlled by the state government had remained inactive The pre-launch claims to have Dainik Divya City, an until this announcement by the AIADMK government. exercise was supported surveyed 1.4 eight-page regular dai- by a branding cam- ly broadsheet. It will paign to announce the lakh households also have four pages initiation of the survey and commercial of DB Star, which will Sony> With the DLF IPL 2011 finally coming to a close, at each stage - Tumchi be circulated along the MSM network’s central spotlight has now shifted to its Marji Janoon Ghyayla establishments. with Divya Marathi flagship Hindi GEC, Sony Entertainment Television. Sony Yetoye (We are com- everyday, except Entertainment, which until now, had been concentrating on ing to know your opinion), and Wednesdays. the reality format, will now push its stake up on fiction, to find its way into the top-three bracket by the year-end. The Na Galli Chi, Na Dilli Chi, Aata In addition, the group has also channel will add four new fiction dailies to its programming Chalel Tumchi Marji (Now, neither introduced supplements such as an line-up in the next six months. The first amongst the three the wishes of any other city nor of eight-page Sunday magazine titled will be launched by end of July. The show will open up at Delhi’s will prevail; only your wish Rasika, a four-page education maga- Sony’s 7.30 PM slot. will prevail). zine for Wednesdays titled Divya The newspaper, as of now, will Education, and an eight-page tabloid only cover Aurangabad city, and will that will be circulated every Friday, move to cover Aurangabad upcoun- titled Ardhe Akash Madhurima. The Aviators nar- Discovery Turbo> Discovery Turbo has launched a new series, The Aviators, that narrates stories of pilots. try in the future. The edition will An edition from Nasik is soon to rates stories of The show is aired every Tuesday at 9.30 PM. It will cover also cover Jalna and Beed at a later follow, and will be launched shortly pilots. The show everything from new aircraft designs to the latest GPS stage. by the end of June, or in early July. is aired every technologies, accident and Tuesday at 9.30 safety awareness, airline QUOTE OF THE FORTNIGHT pm from 14 June. profiles and remote fly-in getaways. ‘‘It is essential to create formats that can be weaved Suvarna> Suvarna has launched the new musical real- into the promise of advertising ity show, Music Na Super Star. The show replaces season II of Pyate Hudigir Halli Lifu, at 8 PM weekday band, start- categories through the ing from first week of June. The show features 12 young narratives. This will create and upcoming singers. The 12 contestants will be living in one large gurukul for the next 40 days. They will be relevance for the clients.’’ groomed not only for enhancing singing skills, but will be DEEPAK LAMBA, BUSINESS HEAD, BLOOMBERGUTV, ON THE NEED FOR INNOVATIVE trained under expert choreographers, stylists, musicians CONTENT FORMATS, IN AFAQS! and voice trainers for complete makeover.

6 afaqs! Reporter, June 16-30, 2011

ASCI    Sponsored by

he Advertising Standards In Naaptol’s Biomagnetic Titanium Council of India’s (ASCI’s) Bracelet ad, the advertiser did not TConsumer Complaints respond to the CCC and the council Council (CCC) has upheld concluded that the advertiser’s claims complaints against 34 advertisements, were not substantiated. Suitable Wunderman’s Z Academy between November 2010 and modifications have been made in Marketer of the Year 2021> February 2011. both advertisements. The competition has produced two The complaints received on Dainik Bhaskar’s and Pudhari’s sets of winners - Sybil Mulokwa and Brandon Viney of VCU advertisements of HUL, Procter & advertisements came under scrutiny Brandcenter in Virginia, and Alvin Wee and Liat Beng Neo Gamble, L’Oreal, Dabur, Dish TV, following complaints made on its of Nanyang Tech University in Singapore. The quartet will Kent RO Systems and Shree Maruti claims that were not allowed by travel to this year’s Cannes Lions International Festival of Herbal questioned the leadership the CCC, leading to them being Creativity, and again in 2021. The competition was open to comparisons or comparative benefits withdrawn. undergraduate level students. claimed by the brands in their In the case of TVS Motor advertisements. Company, the advertisement was >> ACCOUNT MOVEMENT Following CCC’s intervention, found to be contravening Clause C appropriate modifications were of the ASCI Guidelines. TVS Motors made, or the advertisement was has modified the advertisement, post > TBWA Chennai has won The New Indian the intervention by Express’ creative mandate. The win is the result of a multi-agency pitch process that was held in Chennai. CCC. For the past year-and-a-half, the creative duties for In the auto sector, the account have been handled by WOC, a Chennai-based creative agency, as well as Hyundai Motors’ TVC some other local agencies, primarily on project basis. Before that, the company has ADVERTISING has been withdrawn worked with Mudra and TBWA. There has been no change on the media agency front. discontinued. In the Dabur, ITC, altogether, while Ceat’s For the past two years, the media planning or buying and data validation mandate has case of ITC’s Vivel Procter & film has been modified been with M Consult, a GroupM agency. Prior to this, the account was with Starcom TVC, the film was due to the dangerous Chennai. brought under the Gamble, practices shown in the scanner owing to the Hyundai and TVC. manner in which United Spirits In the education > The creative mandate for two of Marico’s hair care women with dark skin sector, two complaints brands - Hair & Care and Silk & Shine - has moved to BBH were portrayed; the ad feature among were made against from Rediffusion-Y&R. BBH is already the creative partner was discontinued. the companies T.I.M.E’s MBA-CET for five of Marico’s brands - Parachute Therapie Hair Fall In the case of the 2010 advertisement. Solution, Parachute Advansed After Shower, Parachute alcohol brand, the whose ads have While the advertiser Advansed Starz, Nihar Naturals and Mediker. Prior to BBH, CCC found Pernod been found substantiated one Mediker was handled by McCann Erickson. And Publicis Ambience, Mumbai, was Ricard’s Royal Stag of the claims made, responsible for hair oil brand Nihar Naturals and the Parachute brands - Therapie advertisement through objectionable. appropriate changes Hair Fall Solution, Advansed After Shower and Advansed Starz. Meanwhile, surrogate advertising, were made with Madison continues as the media agency for Marico. promoting an alcohol product during regards to the second complaint since a cricket match, which led to its the claim could not be substantiated. discontinuation. Similarly, Sab Miller Noesis Education’s unsub- > Guava Creative Solutions, has won the creative India’s Hayward and Hayward 5000, stantiated claim of a high success duties for DKT India. Ad spends for the account’s upcoming ` and United Spirits’ McDowell’s ratio was not substantiated and the communication is pegged at 25 crore. There was no official pitch process involved. The media planning or buying mandate were found violating the Cable TV advertisement has been modified. lies with M:Ideas. The mandate given to Guava Creative Network Rules and the ASCI code Complaints against New Look Solutions requires it to handle the creative duties for DKT on surrogate advertising. The ads Skincare, Lavanya Ayurvedic Cancer India’s existing brands, as well as for three-four upcoming brands that will hit have been withdrawn. Hospital, Reebok India, Indiatimes markets in October this year. In the case of American Tourister, Shopping, and Lokmat Newspaper the tagline used in one of the films were also upheld on the basis of (Survive Istanbul. Survive the unsubstantiated claims that were Cartwheel Creative has won the creative World), was found to violate ASCI’s found to be misleading for the > duties for CavinKare’s herbal shampoo brand Nyle. code under Chapter III.1 (b). consumer. The development is the result of a multi-agency pitch, a process that saw the participation of several creative agencies. The pitch had two QUOTE OF THE FORTNIGHT rounds, and was largely creative-led. The advertising spends for the brand’s upcoming communication are pegged at around `5-10 crore. Previously, the creative duties ‘‘All major brands are moving for Nyle shampoo were with Bates 141. MEC is the media agency on the CavinKare account. Chik and Meera are the other popular shampoo brands from the CavinKare away from value addition stable. to products to adding value to people’s lives, because human values are the most > Black Swan Life has won the creative mandate for two new businesses - Domino’s superlative things to bond Pizza, Sri Lanka and menswear brand in South likeminded people.’’ India, Derby Clothing, Chennai. Both accounts will be handled from the agency’s Mumbai office. There was no official pitch KV SRIDHAR, NATIONAL CREATIVE DIRECTOR, LEO BURNETT, ON HOW BRANDS process involved for either account. Madison is the media agency on the Domino’s

FOTOCORP HAVE LEARNT TO BE HONEST AND TRANSPARENT, IN BUSINESS STANDARD. account in India; talks are on to extend the agency’s duties to Sri Lanka.

8 afaqs! Reporter, June 16-30, 2011

   IPHONE 4 Three Birds, One Stone Airtel and Aircel make appearances in the last frame of the latest iPhone 4 TVCs. What happens when partner brands create communication that features both parties. By Ashwini Gangal

he two ad films that Apple communication. However, when rolled out recently, for its the communication for one brand Tlatest iPhone 4 product feeds on that of another, the ques- offering, present hard-core product tion of who stands to gain more benefits. While one ad addresses mileage arises. afaqs! Reporter the phone’s game centre that hous- asks some industry professionals es 40,000 games for the user to what iPhone 4’s latest communi- explore, the other talks about the cation entails for both its Indian phone’s high resolution retina dis- service providers, Aircel and Airtel. play that helps fine-tune the whole Some are of the opinion that email and movie experience on the in this particular case, Airtel and phone. Aircel are bound to benefit by TBWA Media Arts Lab, USA, virtue of being associated with an is the creative agency that has crafted these com- broken on Indian screens, similar ads that follow aspirational brand like Apple. Independent brand mercials. the same template have been released overseas as consultant Cajetan Vaz has no doubt about the fact The format of both the ads is the same, as is the well, albeit featuring the local service provider of that the association of these service providers with male VO (voiceover) at the end that says “If you the country concerned. the iPhone 4 is deliberate and well-thought of, as don’t have an iPhone... well, you don’t have an Regarding the moolah involved, sources say “Aircel and Airtel will receive a rub-off benefit iPhone,” underscoring the fact that possessing one that the marketing alliance is such that both Apple, from the iPhone.” is a lifestyle statement, more than just a reflection as well as the Indian service providers involved, He reminds us that we’ve seen this kind of of one’s SEC. contribute equally in their own ways. Usually, association before, with laptop manufacturers that However, the last frames of the films are very while the entire media spend amount is shelled lend the last frame of their commercials to the different - one bears the Airtel logo, while the out by the Indian brands, the brand from overseas Intel logo - thus exploiting the equity that Intel other has the Aircel invests in some other form. has to offer - and banking brands that end their ads logo. While these Explaining that it works like a smooth barter with the phrase ‘powered by Visa’ or ‘powered by two ads have system, a professional from a leading media agency MasterCard’, for the very same purpose. says, “In this case, the service providers are Others disagree. Ideation consultant Vinay paying the media platforms, while Kanchan feels that the question of Airtel and the handset is making its investment Aircel leveraging their own credibility would arise in kind. Other than lending its brand if either brand was the exclusive service provider legacy to our Indian brands, Apple for the iPhone 4 in India. “Besides,” he argues, will compensate in some other way. “Exposure to merely the service provider’s logo in It may well provide the Indian brands the ad is meaningless. The service providers need with iPhones - this information is not to work on the personality of the brand to gain circulated.” Authorities involved are mileage from this association, and doing so is a tight-lipped about the break-up of the step that comes a lot later in the process.” marketing spends. CONFUSED CONSUMER? BASKING IN ANOTHER oes the joint communication of a product (in BRAND’S GLORY? Dthis case, the iPhone 4), and a service (Aircel ure, we’re entering an era in which or Aircel) tend to confuse the consumer? Kanchan The print campaign: Smany products and services are closely what’s the rub-off effect? related, and ride on one another in their  >>

DEPUTY MANAGER, MARKETING Kottayam, Kerala The job involves managing Junction K – the cross media platform of the Group by formulating and implementing innovative integrated media solutions for clients, preparing 360° media plans, conceptual- izing proposals, developing sales presentations, conceiving activation ideas and managing events. Will have to travel extensively to meet Malayala Manorama Group has established itself as clients and advertising agencies and for activations. one of the largest media houses in the country with Candidates must be MBA in Advertising / Marketing with minimum 8 to fl agship brands like the Malayala Manorama Daily, 10 years experience in media marketing/event management(desirable). Manorama Weekly, The Week, Vanitha, The Man, Magic Should have thorough knowledge about advertising and event man- Pot, Manorama Yearbook etc. Most of them are market agement besides having excellent communication and presentation leaders in the respective categories. We have also ven- skills. Knowledge of Malayalam will be an advantage. Experience in tured into TV, Radio and Online and are leaders in the cross-media marketing will be an added advantage. respective domain. We require the following position : If you think you are the right person, send your resume within 10 days to : General Manager, Human Resources Malayala Manorama, K.K. Road, Kottayam – 686 001, Kerala e-mail : [email protected] Kindly superscribe the envelope with DM/MKTG

   BOOKS Anecdotes and Ad Agencies The book is an attempt to get practitioners who are jaded with the profession, chuckle at it and rediscover their love for advertising. News Bureau

who think programmes ‘DON’T GO AWAY. WE’LL BE RIGHT interrupt commercials,” says BACK. THE OOPS AND DOWNS OF Balachandran, implying that ADVERTISING’ the book is for advertising Author: Indu Balachandran practitioners and all those Publisher: WESTLAND AND TRANQUEBAR PRESS who work in the arena of Price: `250 advertising, as well as stu- dents. Balachandran tells afaqs! explains the little sketches and anecdotal diagrams Reporter that the book that dot the book in a harmless attempt to be hopes to bring back the love tongue-in-cheek about the profession, such as for advertising among pro- ‘cubicle talk’ or personality sketches of the remark- fessionals who have wearied able mix of people present in an ad agency. of the profession, or even It contains chapters on each department of an those who have moved out. agency (including media), with anecdotal titles It aims at evoking affection such as ‘How to Shoot the Film. And Later, the and nostalgia; written in an Client’, or ‘Honey, I Shrunk the Ads’. It also con- anecdotal style, it hopes to tains a chapter on the obsession with awards. ndu Balachandran, noted for her 29-year stint make people laugh and think of advertising fondly. “When ideas are born, no one gives out the with JWT India, (currently, a travel writer and The book “doesn’t contain a single intellectual birth certificate immediately. There is constant Ihumour columnist, who reviews eco-friendly word”, specifies Balachandran, when asked if any tussle over whose idea it was, in the creative hotels all over India for traveltocare.com), has brand-related examples or case study has been teams,” says Balachandran, giving an insight into unveiled her first book at a book launch held in presented in the book. According to her, it is the chapter on the creative department. The woes Crossword, Mumbai. Titled, Don’t Go Away. We’ll purely a satire on agency culture and client-agency of the client servicing department have also been Be Right Back. The Oops and Downs of Advertising, relationships that every adman can identify with. highlighted. the book is an attempt to get practitioners who Balachandran says her inspiration to author The book, which is priced at `250, was are tired and weary of the profession chuckle and a book was the American comic strip Dilbert. “I unveiled in Mumbai by Colvyn Harris, chief rediscover their love for advertising. asked myself if Scott Adams was ever in an ad executive officer, JWT India. “This is a book on advertising for all those agency, what would he do?” she laughs, as she [email protected]

<< !" # From the... insists that today, consumers are evolved and sophisticated enough to comprehend the message as is intended. “Today it’s not about minimalism and ‘dumbing down’ the core mes- sage anymore,” he asserts, adding that this is the way business is going (From left) Vas, Kanchan, Kazanchi, Roy, and Sridhar: on the dual benefit forward these days. In fact, some creative profession- Delhi, concurs, “So far, Airtel seems cautions, “Contrary to popular belief, als claim that the consumer will be TBWA Media Arts to be playing on the ‘sexiness’ of the Vodafone also stood to gain a lot far from confused, owing to the iPhone while Aircel appears to be from that ad it tried to look ‘cooler’ fact that both Airtel and Aircel are Lab, USA, has craft- appealing to those interested in get- with the help of BB’s imagery.” treating their individual associations ed these television ting a fair deal.” “A brand like Apple doesn’t need with the iPhone 4 very differently to advertise heavily. It gets whatever from one another. Though this is commercials. A WIN-WIN SITUATION? little advertisement it needs from its not showcased in the near-identical V Sridhar, national creative service providers, who in turn ride TVCs, the difference is evident in BlackBerry phone in their ads, both K director, Leo Burnett India, on the image of the iconic phone the print and out-of-home (OOH) service providers treated the com- declares that it’s a win-win situation brand to gain mileage,” he explains. communication on the part of Aircel munication very differently. “It will for both the gadget and the service Pops adds that ultimately, it is the and Airtel. probably be the same in this case, provider when the service plans are consumer who benefits from such Ashish Khazanchi, national crea- too; maybe Airtel and Aircel will attached to the instrument. When communication because “they get tive director and vice-chairperson, position themselves very differently reminded about how Vodafone’s their favourite handsets at affordable Publicis Ambience, points out that in with the iPhone in the next burst of very popular ‘We are the BlackBerry prices when they buy them through the past, when Airtel and Vodafone communication,” he says. Boys’ TVC was more about the shift the service provider.” communicated the benefits of the Shouvik Roy, director, Elephant in the phone’s main audience, Pops [email protected]

12 afaqs! Reporter, June 16-30, 2011 Start finding clients almost anywhere. With presence on yellowpages.co.in

Finding clients has never been easier. Advertise with us now and be visible on www.yellowpages.co.in in addition to the Infomedia Yellow Pages business directory, India’s largest buyer-seller platform. yellowpages.co.in 80 Lakh users and 40,000 advertisers across 37 cities | To book an ad, SMS “YP” to 51818    FASTRACK Going the Retro Way Fastrack, in its new campaign, revisits the past to tell consumers to move ahead and adapt to the new lifestyle in a tongue-in-cheek manner. By Anushree Bhattacharyya

astrack, the youth accessories brand from the house of Titan, has launched its new Fcampaign that takes the brand from the con- cept of moving beyond relationships to seduction and attraction. Conceptualised by Lowe Lintas and titled Answering Machine, the television commercial (interestingly, in black-and-white) involves brand ambassadors, cricketer Virat Kohli and Bollywood actor Genelia D’Souza. Speaking to afaqs! Reporter, Simran Bhasin, marketing head, Fastrack, says, “The new cam- paign does two things - first, it’s a different take on ‘Move on’ - the brand’s core proposition. ring and you have to answer it. It’s one of those Secondly, the campaign takes a look at why certain truisms of life that has not changed. The com- important gadgets were invented and gives the mercial captures this reality extremely well. Nice answer in a different way - that these gadgets were music, nicely executed, and leaves you chuckling. invented to make our lives easier when it comes to Possibly the ‘move on’ aspect of the brand is now being closer and spending time with our spouses, very well-established, and the consumers connect boyfriends or girlfriends.” it with the brand. Still, I think it works very well Explaining the concept, Arun Iyer, national cre- for watches, but not so much for bags and belts ative director, Lowe Lintas, says, “The whole idea and whatever else they have. Very young, very is based on the brand’s positioning, ‘Move on’, buzzy.” giving it an interesting twist by saying that Fastrack Satbir Singh, chief creative officer and man- as a brand, has moved on from relationships, (Left) Bhasin and Iyer: on the retro execution aging partner, Euro RSCG, adding a humorous the focus now being on touch, says, “As I make out, if I move on, seduction and attrac- Fastrack plans to launch two more commercials Fastrack will help me make out. We’ve also seen tion. Seduction and based on the same theme, apart from a host of it moving on from staircase to elevator since the attraction play a huge online activities. latter is better at making out in (if you discount role in life and hence, the security cameras). One can see more films the concentration has RELIVING THE MAGIC coming. now shifted to using verall, the TVC meets with approval from People moving on from horse-carriages as air- seduction, attraction Othe advertising fraternity, which feels that it conditioned cars are better at making out in - and and creating a syn- captures reality very well and is executed nicely. so on. Very ‘campaignable’ thought! Splendid ergy between many Naresh Gupta, national planning director, rabbit-er-youth connect as well.” elements.” Cheil Worldwide, says, “If there is a phone - it will [email protected]

KURKURE Psychic Healing With the launch of the new campaign, PepsiCo introduces three new variants under ‘Ingredients of India’. By Anushree Bhattacharyya

fter battling a big con- campaign, once again featuring its PepsiCo has launched ior creative director, JWT, says, “We troversy about Kurkure brand ambassador, Bollywood actor arrived at the idea from the fact Acontaining plastic, PepsiCo Juhi Chawla, who has been endors- Mumbai Chatpata that there is a time in everyone’s India has launched a brand new ing the brand for the last seven life when one wants to break away range, Ingredients of India, with years. Usal, Bengali Jhaal from the monotony. Dal is one such a nutritious content - dal. The Conceptualised by JWT and and South Spice Mix. food that is a part of everyday life. company has launched three new titled Badal Ja, the television com- Therefore, to break away from the variants - Mumbai Chatpata Usal, mercial shows the family of Mr and boring dal. It is then that her hus- boredom of eating the same thing Bengali Jhaal and South Spice Mix, Mrs Badlani (Juhi Chawla). Mrs band introduces her to Kukure’s again and again, we went ahead with in the new range. Badlani, who is a psychic, ends up new range. the idea of Badal Ja.” To promote the same, PepsiCo changing everything in her house Speaking about the idea, Sonia India has launched a new television in an attempt to change a bowl of Bhatnagar, vice-president and sen-  $>>

14 afaqs! Reporter, June 16-30, 2011

  BHARTI AIRTEL << !" % Psychic Healing Movie Time Nalin Sood, executive vice-president, marketing - foods, PepsiCo India, says, “The idea of using the Airtel customers can enjoy more than 500 movies, along with 100 psychic as the protagonist stemmed from the fact ` that while she has the power to change everything, TV shows, 100 trailers and 100 music videos at 229 per month she fails to change the dal, cooked every day at home, on their computers, laptops or tablets at home. News Bureau and has to rely on Kurkure’s new range made from dal.” According to Sood, the plastic controversy was elecom major Bharti Movies comes on the back false and the idea behind launching the new range Airtel has launched of a rousing response to our is simple - ‘to stay ahead in innovation and build a TAirtel Movies, an recent offerings of Airtel greater resonance with the consumer’. on-demand online movie Broadband TV and Airtel viewing service. BigFlix, Photos and is in line with TICKLING THE FUNNY BONE? the movie rental service of our commitment of ena- he TVC gets a thumbs up from the adver- the Anil Dhirubhai Ambani bling our customers to do Ttising professionals when it comes to being Group, will power the ser- more with the internet.” funny, thanks to the effect created by Juhi Chawla. vice. “We are confident that With this launch, cus- this service will enrich our tomers can enjoy more customer’s lives and enable than 500 movies across gen- them to balance their work, res, including Bollywood, family and entertainment regional and Hollywood, needs by transforming their along with 100 TV shows, experience from appoint- 100 trailers, and 100 music ment viewing to one of videos at `229 per month on choice,” adds Mehta. their computers, laptops or Manish Agarwal, chief tablets at home. operating officer, digital, Airtel Movies is an Reliance Entertainment, on-demand digital video says, “The launch of Airtel (Left) Bhatnagar and Sood: no monotony library, with original DVD Airtel Movies is an on- Movies powered by BigFlix quality content that is avail- demand digital video is a novel association that However, it draws criticism in terms of execution. able exclusively to Airtel will bring in an exciting According to Rajeev Raja, national creative direc- Broadband customers in the library, that is available package of on-demand tor, DDB Mudra, the idea of ‘natural’ ingredients is form of a unique add-on exclusively to Airtel entertainment content for coming through pretty clearly. He says, “The spot is monthly pack. The service the Indian broadband cus- pretty funny. I thought, though that the acting is a bit can also be accessed on Broadband customers. tomer. We at BigFlix believe too over the top, and the spot would have been even Wi-Fi, hence movies can be that the future of content funnier if the expressions had been played down, enjoyed sitting anywhere in the house, with no lies in ‘on-demand’ nature of service and with especially of Juhi.” advertisements aired in between. this partnership, BigFlix is able to provide mil- Narayan Devanathan, chief strategy officer, Euro The bandwidth consumption for watching lions of Indians choice and convenience of RSCG, feels that the timing of Kurkure’s new Airtel Movies will not add to the customers’ content consumption, and content owners a dal-badlav ad, so soon upon the heels of Hippo’s broadband plan data usage, except for users in new way of reaching out to consumers at a much “made-by-moms-everywhere” campaign seems like Punjab. cheaper cost.” a defensive reaction, rather than part of an ongoing In order to watch Airtel Movies, one only To avail this service, all Airtel Broadband cus- effort to reinforce the many - umm - ‘virtues’ of this needs to have a standard Macromedia Flash tomers are required to visit www.airtelmovies. snack food. Player version 10.2. com or SMS ‘movie’ to 53636, or call 1800 200 He adds, “Having said that, Juhi Chawla contin- In an official communiqué, Girish Mehta, 3101 for information or subscription to Airtel ues to make this ad for Kurkure work as she has for chief marketing officer, telemedia servic- Movies. the previous ones. It works for me!” es, Bharti Airtel, says, “The launch of Airtel [email protected] [email protected]

    Are Deodorant Brands Going Overboard With Sensuality? Recent deo ads have raised eyebrows with their in-the-face suggestiveness that, many feel, borders on the crude. Are these brands overdoing it? By Nandana Das ( ( (- &' (' )( *(&(+(+ ( *(,(  Brand Consultant & Founder, chlorophyll Co-founder, Curry Nation ECD, Ogilvy Head, Brand Partnership, Future Brands FOTOCORP FOTOCORP A DEODORANT DOES YES, ESPECIALLY I DO NOT APPROACH NO, I DO NOT THINK NOT FIGHT FLATULENCE THE MALE ONES. THE THIS FROM A THAT DEODORANT OR HELP YOU PLAY THE PITCH HAS STARTED MORALISTIC BRANDS ARE GOING PIANO BETTER. IT HAS MOVING FROM STANDPOINT BUT A OVERBOARD WITH ONE SIMPLE PURPOSE SENSUAL TO SLEAZY. PRACTICAL ONE. WHEN SENSUALITY. - TO ATTRACT THE IF ONE HANDLES MULTIPLE DEO BRANDS MANY ICONIC FRA- OPPOSITE SEX. sexuality or sensuality a little START CREATING GRANCE BRANDS So, sensuality is an essential tastefully, it is fine. But to the same genre of advertis- worldwide are built on the space ingredient in advertising deo- many brands are doing random ing, it becomes difficult to tell of sensuality. Brands just need dorants. But the unpardonable sexual behaviour with no logic them apart. to be always that much more crime is that most of the or reasoning. They just throw in Axe deo has done sensual- careful when they are working advertising is in bad taste. a man and a woman and that’s ity really well, with the angle in areas where the allusion to Sensuality can be wonder- it. Some brands still manage to that ordinary guys become sex creeps in unbidden. Sex is ful. Consider this excerpt keep the balance going. irresistible when they spray an essential part of our lives and from a book - ‘Thy lips are Axe takes the tongue-in-cheek on some Axe. Women’s deo there is actually no point repress- like a thread of scarlet, and approach to sexuality. They are brand, Impulse, made the ing it. But one needs to address thy speech is comely. Thy still kind of holding on to it but iconic ‘Art Class’ ad: A nude that in a manner which is in good two breasts are like two young some of the stuff does tend to go male model who is posing for taste. roes that are twins, which the other way. Wild Stone, on the the art students is aroused by Instead of moral policing feed among the lilies. Thou other hand, has taken an inter- a woman painter fragrance. and schooling, it is more about hast ravished my heart, my esting take on feminine attraction The tagline is ‘Men can’t help the desire to do things more sister, my spouse. Thy lips, to stand apart - ‘The older acting on Impulse.’ aesthetically. And, subjects like O my spouse, drop as the woman’. I think they manage the One can’t get better ads sensuality, particularly, need honeycomb: honey and milk pitch in this dangerously-risky like this in the sensuality sophistication and maturity. At are under thy tongue.” Guess territory quite nicely. genre, so it’s better to look the end of the day, it is like any which book this is? The Bible! The newer lot has gone a bit for a fresher approach. How other category and only a few Noted critic Pauline Kael overboard. I don’t think this kind about a negative track - where brands manage to do good work. called the movie, A Clockwork of ‘let’s throw in some sex’ works evil people put body odour Orange, ‘pornographic’. But for the target audience. It’s to bad use until deo saves the it was critically well received. important that commercials are day? One man’s sensuality may be interesting and likeable. These Note: Future Brands handles the another’s art. are not even that. branding of Wild Stone deodorant.

18 afaqs! Reporter, June 16-30, 2011 A SUCCESS IN

SOON LAUNCHING IN NASIK

Nasik Aurangabad MAHARASHTRA

www.divyamarathi.in

Contact: Aurangabad: +91 240 398 4000, Bangalore: +91 80 3912 8700, Chennai: +91 44 2813 1519, Kolkata: +91 33 4006 2538, Mumbai: +91 22 3988 8840, Delhi: +91 120 302 2600   CHING’S SECRET The Hidden Message After strengthening its presence in the social media space, Ching’s Secret now aims to build the brand through a casual game meant for desktop computers. By Kapil Ohri

hing’s Secret, the manufacturer of instant noodles, soups and sauces, has begun its Cexperiment with branded content meant for consumption on desktop computers. It has unveiled a game named, Ching’s Conga Bugs. Ching’s Conga Bugs is the branded avatar of Conga Bugs, a popular game created by gaming company Gametantra, two years ago. The casual game, which has to be downloaded on comput- ers, is based on colourful creatures called ‘bugs’, which love music and whose main purpose in life is to dance and party, day-in and day-out. In the game, the ‘bugs’ emerge from a hide- out - dancing, jumping and clapping in a line. They march towards a hole through which they aim to escape. The mandate of the player is to identify ‘bugs’ of the same colour which are marching together, and shoot them with a ‘launcher’ before they enter the hole. Even if one bug reaches the hole, the game gets over. What has Ching’s Secret done? The food brand has tied up with Gametantra and created the brand- ed full version of Conga Bugs, called Ching’s Conga Bugs. It has insert- person and managing director, Capital Foods ed adverts and its logo The food brand has tied up (Capital Foods owns the brand Ching’s Secret). across various strate- with Gametantra and creat- To make the game available to a large number gic points in the game. of users, Ching’s Secret has tied up with Digit, a Apart from brand- ed the branded full version technology magazine published by 9.9 Media. Digit ing, Ching’s Secret will distribute the game via a DVD offered free has also carried out of Conga Bugs. with its 10th anniversary edition.The latest issue an integration of the will also carry a sachet of Ching’s Secret Schezwan game software with desktop. One icon will be of the game and the Miracle Masala. It’s estimated that 9.9 Media pub- Facebook. Whenever other will be the shortcut to the Facebook page lishes about 1.25 lakh copies of Digit every month. a user downloads the of Ching’s Secret (Facebook.com/chingssecret). Though Ching’s Conga Bugs game Ching’s Conga Bugs “This implies that the user can directly is offered for free, the full version of Conga game software, two reach the Facebook page of the food brand by Bugs (non-branded version of game distribut- icons will be cre- clicking on the Ching’s Secret Facebook icon ed by Gametantra) is not available for free. ated on the user’s displayed on his desktop,”says Ajaay Gupta, chair- [email protected]

TYROO MEDIA content can be created or altered on details will not be tracked. Dynamic the fly, or at the time of display of re-targeting capable banner ads the ad; the usual banner ads are pre- will be sold on performance-based Re-Targeting programmed with fixed content. model and will be priced higher Chowdhary points out that the than plan banner ads. The technology will convert a static banner ad agency will use multiple techniques Siddharth Puri, head, perfor- to track behaviour of the user. He mance business, Tyroo Media, says, into a live banner ad. News Bureau says that the privacy of the user will “Dynamic re-targeting is becoming not be intruded upon and personal the mechanism of choice for e-com- yroo Media, the digital ad part of Tyroo Media ad network - or merce marketers looking to increase network of Yahoo! and Smile ad unit, and based on the interaction their sales. Tyroo is already working TInteractive Technologies, of the user with the site or ad unit, with many e-commerce companies will offer dynamic re-targeting we will serve the banner ad, when- in India to help them increase their options for banner ads to advertis- ever the user returns to the site.” reach. Our re-targeting capabilities ers. The agency will also help adver- will help them boost volume and Nitin Chowdhary, business tisers to serve dynamic banner ads. quality of conversions that is critical head, Tyroo Media, India, explains, It implies that the technology pos- It will help adver- to scaling. We plan to target e-com- “In the dynamic re-targeting facil- sessed by Tyroo Media will enable tisers with dynamic merce and other advertisers that sell ity, we will track the internet user’s the conversion of a banner ad into catalogues of products.” behaviour on a particular website - a live banner ad. In the latter, the banner ads. [email protected]

20 afaqs! Reporter, June 16-30, 2011

     

New campaigns across television, print, out-of-home and digital media. TELEVISION

ZUSKA ANTI-PERSPIRANT DEO STICK RAYMOND FASTRACK The film positions the deodorant stick against other similar The film for Raymond reinforces the core associations of Staying true to the brand thought of ‘Move On’, the products that merely mask body odour. Zuska on the the brand and ‘The Complete Man’ property exploring the series of films for Fastrack articulate quirky reasons for other hand claims to prevent bacterial growth, thereby, relationship of a man with his mother. The film captures the world to move on to certain inventions. Each film eliminating body odour in the first place. the emotions around a moment of success for the man and is stylised to resemble America in the, 60s to add the the joy that flashes through the mother’s mind. edginess and style quotient of the brand. Creative Agency: Network Advertising, Mumbai Creative Agency: RK Swamy BBDO Creative Agency: Lowe Lintas Creative Team: Team Network Executive Creative Director: Sangeeta N Creative Team: Arun Iyer, Rajesh Ramaswamy, Lohith Director: Marlon Rodrigues Film Director: Raj Tambaku Chengappa, Adarsh Atal, Kishore Mohandas, Indrashish Production House: RM Creations, Mumbai Production House: Lemon Yellow Sun Films Mukerjee, Mishti Srivastava and Sanjyot Telang PRINT

HITACHI COIR To make Hitachi’s BOARD Big French Celebrating refrigerator World synonymous with Environment an upper-crust Day, the Coir lifestyle, elements Board illustrates like champagne the significance have been used to of coir promoting make a point that the use of the when tastes are natural fibre singular in nature, through the ad. so must be the GARNIER AND THE TOI The ad is to celebrate World Environment Day and mark the refrigerators. beginning of ‘Take Care, Take Charge’, a green initiative by Garnier and The Times of India, now in its second year. Creative Agency: Bates 141, New Delhi Creative National Creative Director: Sagar Mahabaleshwarkar Agency: Creative agency: Mudra West Executive Creative Director: Sambit Mohanty Magnum Intergrafiks, Cochin Creative Team: Bobby Pawar, KB Vinod Creative Directors: Vijay Simha (Copywriter) and Copywriter: Anup Toms Alex Copywriter: Prajato Thakurta Rajesh Gola (Art Director) Art Director: Rupesh Art Director: Vinayak Gaikwad OOH DIGITAL

AMUL BUTTER NEUTROGENA NIIT FACEBOOK APP In time with sequel, timed to coincide with the new Kung In order to break a Guinness World Record, Neutrogena The education company has created a Facebook Fu Panda 2 release, Amul Butter’s ad has the Amul girl India constructed the world’s largest umbrella mosaic to application, in which users are required to undertake a share a frame with lovable character Po. support Neutrogena’s effort to bring about awareness quiz and figure out what type of geek are they. The various about the need for protection from the sun. geek categories are - Hardware Hero, Master Designer, Power Programmer and Super Networker. OOH Agency: Global Advertisers OOH Agency: Celsius, Mudra Max Exposure: Mumbai Exposure: Mumbai Exposure: http://bit.ly/niitgeek

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

22 afaqs! Reporter, June 16-30, 2011

  THE INQUILAB Spreading its Wings The Inquilab has added Delhi, Kanpur and Bareilly editions. The group also plans to launch seven more editions by the end of this month. News Bureau

ollowing the launch of the Lucknow edition All three new editions will, on an average, have of The Inquilab, Jagran Prakashan (JPL) has 12 pages on weekdays and 16 pages on weekends. Flaunched three more editions in North India Additionally, there will be two supplements - one from June 09 - Delhi, Kanpur and Bareilly. on Fridays and the other on Sundays. JPL, in all probability, will launch an edition Shahid Latif is the editor for The Inquilab, from Moradabad on June 14, followed with edi- and has been responsible for the makeover of the tions from Gorakhpur, Varanasi and Allahabad on Urdu daily. The content planning for all the new June 21, and Agra, Aligarh and Meerut on June editions has been done under his overall guidance. 27. Though these dates are tentative, all the above Shakeel Shamsi is the editor for the editions in mentioned editions are expected to be launched by the North. He has an experience of over 25 years the end of this month. in journalism. Shamsi has authored over 12 books, On May 27, JPL launched the daily from and is the recipient of the Bharatendu Award. Lucknow. It was the first edition launched by the To promote the launch, the group has planned group after JPL bought over Mid-Day Multimedia a series of launch campaigns supporting the new in May 2010, of which The Inquilab was a part. edition, both at the reader, as well as the industry The Inquilab is targeted at the upmarket, afflu- levels. ent, Urdu-speaking population, across a range of In an earlier interview with the afaqs! markets in the North. The daily is being posi- Reporter, RK Agarwal, chief financial officer, tioned as a family newspaper, with content for JPL, had said that the Urdu paper is a profit- everyone. There will be dedicated content space able proposition which is not dependent on for women, kids and youth, apart from the regular advertisement but circulation revenue, and fits national, international, sports, city, business and ‘very well’ with the strategy of JPL to expand entertainment news. organically in Indian languages. “Inquilab is According to a company official, there’s a fair like a sitting duck. The moment we expand amount of competition around. “There are many Urdu newspapers in the market, and it’s a fairly competitive space. However, our positioning of The Inquilab The Inquilab as a nationalistic paper will be the will also be present key differentiator. The newspaper will also raise its presence in our community-specific issues. It is known for its in Moradabad, Gorakhpur, present markets, it will add a responsible journalism and the new editions of significant amount to the company’s balance The Inquilab will continue to reflect this in their Varanasi, Allahabad, sheets. If Inquilab adds `10 crore to the bottom- approach,” says the official. The official further line of JPL, it would mean a value addition of `200 adds that while the print runs for Urdu papers are Agra, Aligarh crore,” says Agarwal. small, the readership numbers are huge. and Meerut. [email protected]

bagged the online rights of stream- Google) and social advertising (on INDIATIMES ing the IPL cricket matches live. It Facebook) to get traffic on ipl. carried out a distribution deal with indiatimes.com. More than 50,000 YouTube.com, according to which search keywords were employed Glued Online YouTube can stream IPL match- for search marketing. es on Indiatimes.com’s YouTube Apart from that, the company The average time spent on Ipl.Indiatimes.com channel. leveraged its own media properties, Times Internet used search television, print, radio and outdoor, was 20 minutes per session. News Bureau engine marketing (on sites like to build traffic on Ipl.Indiatimes. com. ccording to traffic statistics page views last year. The average Rishi Khiani, chief executive revealed by Times Internet, time spent on Ipl.Indiatimes.com officer, Times Internet, says, “Our Amore than 72 million page was about 20 minutes per session. approach to IPL was focussed views - combined traffic on Ipl. In April, the company revealed upon providing a high quality Indiatimes.com and Youtube.com/ that more than 4.5 lakh unique viewing experience and maximis- Indiatimes - were generated on visitors landed on Indiatimes and ing audience reach through Times Indiatimes and YouTube’s Indian YouTube’s IPL live cricket match Internet’s network strength and Premier League (IPL) live cricket streaming destinations, each day in distribution partnerships.” match streaming destinations, dur- the first week (April 08-14) of the In April, more than Google India’s head of vertical ing the fourth season of the IPL fourth season of the IPL. On some sales Kiran Mani, says, “Our focus (Indian Premier League). days (like April 12 and 13), the 4.5 lakh unique has been to provide our users with The company further claims number of unique visitors (com- visitors landed on all forms of popular and premium that online video streaming of IPL bined) jumped up to 6 lakh. content.” matches received about 24 million In March, Times Internet Indiatimes. [email protected]

24 afaqs! Reporter, June 16-30, 2011

MEDIA AGENCIES

Media agencies, that were being battered by eroding commission margins, have found a lifeline in non-traditional verticals. By Prajjal Saha and Devina Joshi TIFFIN BOX

hat does a beleaguered media agen- lakh as salary for that single account. This is just media agency lay in its negotiation skills and cy do when it finds that its survival one part of the total cost. how much of the client’s money it could save. It kit is in really bad shape? It looks for The agency would then spend another `35- worked quite well for many years. But, as time something else that can take it out 40 lakh as overhead costs which include data, passed, there was a limit to which the media ofW the woods. admin and rent. As a result, for a `50-crore client, publisher would offer discounts. Small players Over the last few years, Indian media agencies, the agency spent around `78 lakh, and earned were arm-twisted to provide further discounts, battling the commission model which had almost a commission of `1 crore - a profit of `22 lakh. while the bigger media brands tried to be rigid on stopped working for them, discovered new avenues So, for an agency with a billing of `500 crore, the the discounts it offered. of business that acted as a buffer first and then profits would only be `2 crore. Besides, the risk There was hardly any differentiation between developed into life savers and soon became profit of delayed payment and defaulters always existed. media agencies, and the commission rate started centres. A look at how media agencies played the One default payment could change the arithmetic declining. “Depending heavily on the buying field and changed the game. of the business. model alone wasn’t good enough. There’s only Gradually, agencies found some respite in so much you can earn by making someone else PAST IS PAST the form of non-traditional verticals. Such units lose,” says Lynn de Souza, chairman and CEO, he story of the 15 per cent commission - were backed by the requisite talent, scale and Lintas Media Group (LMG). Media agencies had Twhich the media agency charged for planning expertise be it digital, out-of-home (OOH), retail, to look for other ways and means to get on with and buying media for its client - model is now activation, sports marketing or in-film placements. life. Diversification followed. history. Though still prevalent, it has been reduced Interestingly, these verticals contribute 30 per to 2 per cent - or even lower - in most cases. cent to a media agency’s overall revenues. Agencies ALL ABOUT SKILLS Until a few years ago, the commission was the have also managed to increase profitability by gency heads are almost unanimous in their only source of revenue for media agencies and 30-40 per cent. Abelief that such diversification had little to do they held on to it for dear life. As things turned with the declining agency commission. Instead out, if media agencies had continued the same THE BACK STORY they believe that agencies wanted to provide more way, they would have probably been extinct by ay back in the ’90s, Roda Mehta (gy)(at Ogilvy) value to clients for the money they spent. now. Consider this illustration. Wwas the one who introintroducedduced memediadia TThehe new verticals provided that If a media agency handles a brand with annual planning as a function oppoopportunity.r When media media spends worth `50 crore, the agency would to add value to the earn `1 crore, as 2 per cent commission. Quite a media department. Media agencies decent income, one would say. Until then, it was just To continue with the story, to service that a back-end operation in had to look for account, the agency would need a team of a full service agency. five people - two planners, one buyer and two As the idea developed other ways to operations persons. The two planners and the into a successful model, buyer would take away around `30 lakh (`10 lakh the media department get on with life. each) as annual salaries, while the two operations evolved to become an Diversification persons would cost the agency another `8 lakh. So, independent profit centre.. the agency would have to incur an expense of `38 The value proposition in a followed.

28 afaqs! Reporter, June 16-30, 2011     agencies go beyond traditional planning and led to the shift of expectations on deliveries on HOT FAVOURITES… buying, there is a creative element involved as various media, from creative to media agencies. ven within specialist units, there are those that well. Clients are ready to part with a consultancy Eare more viable than the others. Digital, OOH fee separately for the additional value they provide. THE ICING and activation are considered more profitable As a senior media observer says, “If traditional he benefits of specialist divisions are many. because these areas need creative solutions and media agency is process management, then the new TWhile it means more revenue, it also helps clients are ready to pay a premium for it. media agency is project management, where you a media agency differentiate itself from the herd. Overall digital spends in India are pegged at 4 need different skill sets.” Agencies are also of the And there are other advantages. per cent of the total media spend pie. In a media opinion that the increasing media fragmentation Having scale, talent and width helps during agency, the digital unit, on an average, contributes forced them to change the gameplan. It led to pitches. A classic benefit of the evolution of media 20-30 per cent in terms of revenue. Aegis Media, marketers wanting to invest in newer areas. planning into communications planning is that reveals Bhasin, has launched two separate digital Increasingly, people are spending more time any of these units can be a door to an array of units, Isobar and iProspect (the latter is a specialist out of home these days. Teenagers are hooked on the agency’s services for clients. Ashish Bhasin, in search engine optimisation). The media agency to digital media. Everyone in a family seems to chairman, Aegis Mediadia IIndia,ndia, says, “W“Wee playsplays a rolerole in creating customers for its clients own a mobile phone. When the consumer is on often pitch for one the move, advertising and communication will media, but land up shift to follow her wherever she goes. offering some of Digital, OOH and Sam Balsara, chairman and managing director, its other services activation are Madison World, says, “Mass media is not enough to clients who need to create a pull for a product. One has to touch it. At other times, considered more or entice the consumer at every point possible, clients have been in order to complete the sale.” As newer media forthright in asking profitable as the clients options emerge, more specialised divisions will for ‘package deals’ are ready to pay a come up. Ten years ago, there were no malls, so - having a retail activation wasn’t that important. Now, activation offering thrown inn premium for them.

through OOH and activation, now slotted as MOVING WITH THE TIMES earned media for which the client is ready to pay extra. Conjuring up new divisions for this is (Non-traditional sources of income form a good chunk of the pie for many agencies) not a breeze considering the fact that standalone specialists such as independent digital agencies and AEGIS MEDIA GROUPM VIVAKI INDIA activation companies are doing the job, too.

…AND THE NOT-SO-HOT 38% here are certain specialised areas that don’t 57% 80% 20% 62% Tgo down too well with agencies or clients. 43% Rural marketing or activation is one such. It is challenging because local vendors dominate - there are hardly one or two national players. But,

Traditional Media Traditional Media Traditional Media this could change soon. Non-traditional MediaNon-traditional Media Non-traditional Media As Balsara puts it, “Rural marketing calls for huge investment and few brands are willing to make it.” In the case of Madison, Balsara spotted LINTAS MEDIA GROUP HAVAS MEDIA MADISON WORLD potential in the South-based agency Anugraha, 15 years ago, and bought it over, converting it into a rural marketing agency. However, he admits, that the problem with rural marketing is that a client 80% 20%70% 30% 70% 30% doesn’t get the kind of return on investment (RoI) he wants. Getting the right kind of models, practices and revenue setups took time. CVL Srinivas, chairman, Starcom MediaVest Group, says, “A few years ago, Traditional Non-Traditional Media Traditional Non-Traditional Media Traditional Non-Traditional we didn’t even know how many people would be Media (particularly Digital and Media Media Media needed for a rural unit. It was a challenging task to OOH) figure out the correct methodology to identify a Note: Traditional media includes print, television and radio. In the case of Madison World, digital too, forms a part of traditional media. Vivaki India includes viable business model.” Starcom MediaVest Group, ZenithOptimedia and the specialist divisions of the group. Recently, LMG let go of a large client from its rural marketing unit, as it was leading to enormous is a catch phrase. Retail and mobile are huge. for good measure, along with OOH.” manpower and execution costs. “Smaller clients, if The existing media landscape also changed Levi’s and Britannia were Madison’s PR clients they do it right, are much more profitable. If you and media agencies were forced to adapt, which first, and then became its media clients. “We have do it wrong, it backfires,” says de Souza. they did willingly. OOH went beyond billboards. a strong history in PR, and used to host all the TV production is another area that some media Interestingly, it has been the creative agency (post events and press launches for Cinthol products. agencies ventured into, only to withdraw later. In the splitting of the full service agency model in the One fine day, P&G approached us to do some Madison’s case, it produced the popular TV show, ’90s) that has always tom-tommed its specialised work. That is how we landed up handling media Shaanti. However, as they discovered later, such units. But, with time, clients demanded numbers for Cinthol,” reveals Balsara. an exercise can prove tricky. Issues like ‘conflict of across media platforms - just one creative thought He goes on to add, “At times, clients have interest’ crop up where an agency is suspected of in isolation wasn’t sufficient. come and told us, they will give us outdoor if selling ad slots on its own show to clients. Says Srikant Sastri, chairperson, VivaKi India, we also give them, say, retail. Media agencies do Celebrity management and in-film placements, “It’s about how I can reach ‘X’ number of people have a tendency to ape each other and offer this although present as divisions in media agencies, across multiple platforms with that idea, which is and that, but clients are intelligent. They know aren’t particularly hot favourites, either. “Such the domain of media agencies,” he says. This, too, who’s for real.” ./>>

afaqs! Reporter, June 16-30, 2011 29   AMAR UJALA Then and Now The new brand campaign of Amar Ujala, Tab aur Ab, kick-started in June, uses television, outdoor, print, cinema and radio. By Sumantha Rathore

he Hindi daily Amar Ujala has launched a new brand campaign, Tab aur Ab, which Tis an extension of its brand philosophy, Josh Sach Ka. The earlier brand campaign of Amar Ujala revolved around Josh Sach Ka. Though the company still has the same brand philosophy, Tab aur Ab is its extension, which communicates changes brought about in society. Created by Dhar & Hoon, the satirical cam- paign aims to bring today’s ‘truth’ to the forefront with a very in-your-face kind of treatment. It will, as of now, have two creative renditions - Netagiri ban gayi dadagiri and Handsome ban gaya beautiful. A series of similar creatives will hit the screens in the days to come. Amar Ujala Publications is spending around `5 crore According to company officials, the group car- ried out an extensive exercise to reposition the over a year, for the campaign. brand as a modern day newspaper, bringing in modern day truths. For this, research was carried The campaign is being executed across 18 cities, sites across cities, with an average of 10 outdoor out to know the changing trends in readership, and including Lucknow, Kanpur, Allahabad, Varanasi, sites per city. the strengths and weaknesses of Amar Ujala. Gorakhpur, Jhansi, Agra, Meerut, Moradabad, “Today, when others have emulated advertis- Based on the findings, the newspaper under- Aligarh, Bareilly, Dehradun, Haldwani, Nainital, ers’ interest as the core of their business strategy went a product change, including changes in Jammu, Ghaziabad, Hapur and Modinagar. and practice, Amar Ujala still holds ‘truth’ as the its masthead, content, language and layout, 11 To execute the campaign, the group has most valued virtue of the newspaper,” says Sunita months ago. This campaign aims to strengthen the taken up ad slots on Zee News, Zee UP and Sinha, assistant general manager, brand strategy, new positioning adopted by the brand. Uttarakhand, and ETV UP and Uttarakhand. The Amar Ujala Publications. Amar Ujala Publications is spending around `5 newspaper has taken 10 spots per day, on ETV and The campaign will run for two months (June crore over a year, for the campaign. Zee. In the print media, ad space has been taken and July); its extension will resurface in October Tab aur Ab is a 360-degree campaign, and will across India Today Hindi and trade magazines, and will go on till March 2012. use television, print, outdoor, radio and cinema. apart from Amar Ujala. There are 128 outdoor [email protected]

NAMASTHE TELANGANA sports, business, cinema, features, Narayanan adds, “The people of and a Sunday magazine. The Telugu Telangana are already aware of daily will have 12 pages in its main Namasthe Telangana and are eager- New Approach issue, as well as a 16-page tabloid ly awaiting its launch. We don’t containing local news for each dis- really need to do much on this front. trict. It will bear a similar cover However, media will be used tacti- The daily has been launched simultaneously price to that of its competitors, and cally, that is, as and when required.” from seven locations, across the Telangana will be sold for `3 on weekdays and Narayanan further says that the region. By Sumantha Rathore `3.50 on Sundays. print market in Andhra Pradesh has The new entrant will face compe- been dominated by Eenadu for the tition from Eenadu, Saakshi, Andhra past 35 years, as there was no serious he Telangana region in Karimnagar, Mahabubnagar, Medak, Jyothi, Vaartha, Andhra Bhoomi, contender in the market. The daily Andhra Pradesh got its Nalgonda, Nizamabad, Rangareddy Andhra Prabha and Prajasakti. Saakshi was launched three years Town Telugu newspaper and Warangal. Hyderabad, the capi- About promoting the newspaper, back, and it made a quite a dent Namasthe Telangana, in the first tal of the state, houses a population in the market. However, both the week of June. The daily launched of around one crore. media groups are from Seemandhra seven editions simultaneously, with V Narayanan,nan, vicevice-- The daily has an region. “For the first time, we have a print run of over 7 lakh. president, salesles and estimatedestimated a Telugu daily coming out from the Namasthe Telangana intends to marketing, Namasthemasthe Telangana region. Healthy compe- be the voice of the common man of Telangana, says, pprintrint run ooff tition will see volumes and value Telangana, and aims to address the “It is plannedd to increasing for all players,” he adds. concerns, aspirations and ambitions be different aandnd over Telangana is the biggest amongst of the people of the region. The the most popu-pu- the three regions of the state of Telangana Publications group, is lar newspaper ooff 7 lakh.lakh. Andhra Pradesh, covering 41.47 per already in the broadcasting business, Telangana.” Thehe cent of the state’s population. It and has a channel called T News. content mix off contributes more than 60 per cent The Telangana region com- the newspaperr of the total revenue of the state’s prises of ten districts - Adilabad, will includee exchequer. Hyderabad, Khammam, political news, [email protected]

30 afaqs! Reporter, June 16-30, 2011

 

 0  1))  KCKI Leading Away The Karpoor Chandra Kulish International Award was held at New Delhi recently. News Bureau

he Karpoor Chandra Kulish International (KCKI) Award for Excellence in Print TJournalism - 2009, held at the Taj Palace Hotel, New Delhi, was awarded to the team of The New Crusading Guide, a newspaper from Ghana, West Africa, for their stories on Undercover inside Ghana’s A Difficult Madhouse and Undercover inside the Chinese Sex Mafia. The stories are assessed on teamwork, ground investigation and impact. Climb The series of stories was an outcome of seven months of investigation across South Africa, Burkina Faso, Ghana and Sweden. The story not only exposed Rajat Sharma’s (chairman, Independent News rough print for Aap ki Adalat. the malpractices in the field of mental health and illness Service and editor-in-chief, India TV) life so far When Subashji later called me up ask- but compelled the authorities to draft a mental health has been dotted with memorable moments. ing whether I would like to host the show, bill in those countries. I simply couldn’t believe him. With a little The winning team - Anas Areneyaw Anas, Mary y childhood was about seven persuasion I agreed and Aap ki Adalat went on Fianko Akuffo and Selease Kove-Seyram - received a brothers, an ailing mother, father air on March 13, 1992. This show made me cash prize of $11,000, along with certificates, medals Mand sister - living in a 10 x 10 a ‘somebody’. It’s been 18 years now. I went and a trophy. Apart from this, seven outstanding stories room in old Delhi without any water and on to set up the news and current affairs received merit awards. electricity. I had to go to municipality school. division for Zee and started the first private Studying at night meant sitting under the bulletin, Zee News, in 1995. lamp post at a nearby rail station. Yet I have The third turning point in my life was fond memories of childhood. when I decided to launch my news channel One incident played a huge role in shap- - India TV. Launched in 2004, it soon turned ing my life. TV sets being quite rare in homes into a nightmare. It was planned as a serious those days, the entire mohallah would go to a news channel on the lines of global news neighbour who had one. But at times they channels. We had Tarun Tejpal for investi- wouldn’t allow us to enter. One day, after I gative reporting, Maneka Gandhi for animal returned home disappointed I spoke to my welfare, Madhu Kishwar for women welfare. dad and he said, “You should do something For first two years, we were bleeding and to ensure you appear on TV and people funds dried up. I was forced to sell my prop- watch you.” The words stuck. erty to raise money for paying salaries. I was My first major moment in life came when left with two options - to accept defeat and after completing M. Com, I started look- ing out for a summer job and met Janardan The third important Thakur, who had just left Ananda Bazaar The team from Ghana’s morning news daily, Patrika and was planning to start a syndicated event was when I ‘The New Crusading Guide’ receiving the prize money column. He hired me as researcher. One day, of US $ 11,000. I sought permission to use information from decided to launch my the research for my work. The seven stories selected for merit awards included I wrote my first story for Onlooker maga- news channel, India TV. ‘Farzi Khate’ from Hindustan, Lucknow, ‘Kerala Yatra’ zine and got `300 for it - a much better deal from Malayala Manorama, Kottayam, ‘Inspired India’ compared to the `400 a month that I earned shut it or else change the way I was going from Hindustan Times, New Delhi, ‘42 Harassed from my regular job. I joined Onlooker mag- about things. I decided to go for the latter. Many in Jail’ from The Indian Express, New Delhi, azine as trainee reporter. By 1984, I’d been We changed the programme mix from ‘The Priest with the Midas Touch’ from Deepika Daily, made the chief-of-bureau and in 1985, the 2008. From the serious we switched to Kottayam, ‘Prisoners of Ignorance and Tradition’ from editor. I shifted to Bombay (now Mumbai). ‘popular’ news. The channel rose steadily La Opinion, Los Angeles, and ‘Missing Person of Early success has its own drawbacks. People and in six-eight months had become the No. Balochistan’ from Daily Jang, Balochistan, Pakistan. simply kept judging me by my age. Dom 2 news channel. Revenues started flowing in. The theme for this year’s award was ‘Inclusive Moraes and Shobhaa De, the regular col- I started a three hour long live show and we Development’. The entries were judged by Gloria umnists, refused to accept a 28-year-old as became nation’s most watched news channel. Brown Anderson, vice-president, international and an editor. It was much later that Shobhaa and Our focus on ratings had made us hungry editorial development, News Services Division, The I became friends. After three years, I moved for popular content. After reaching the top in New York Times; S Gurumurthy, corporate advisor to Sunday Observer as an editor and then to 2009, we started ‘cleaning up’. I told my team and journalist; Yoginder K Alagh, chairman, Institute The Daily as editor. It is unfortunate all the no more snakes and ghosts, the focus should of Rural Management; and Gulab Kothari, editor-in- three papers I edited don’t exist any more. be on news. I can say that today India TV has chief, Patrika Group. My second-biggest defining moment the highest news content amongst the top The award was presented by the Prime Minister came 10 years later in 1992, when I met three Hindi news channels. I am satisfied of India, Dr Manmohan Singh, at an award ceremony Subhash Chandra on a flight. He had just that I have to no longer make compromises held at the Taj Palace Hotel, New Delhi. The ceremo- started Zee TV and was looking for an inter- to stay on top. ny was also attended by B L Joshi, Governor of UP. esting interview programme. I gave him a As told to Anushree Bhattacharyya [email protected]

32 afaqs! Reporter, June 16-30, 2011

 GODREJ Record Maker Godrej Expert Hair Colour went on a colouring spree, where more than 1,500 people got their hair coloured, washed and styled. By Nandana Das

odrej Expert Hair Colour gained entry into the Limca Book of Records for the Gmaximum number of heads coloured and dyed in 12 hours. The entire activity themed ‘Happy Hair For You’ consisted of an application zone and a wash- ing area zone, wherein all who came for the activity got their hair coloured, washed and styled with Godrej Expert Hair Colour. The event, which started at 9 AM, ended at 9 PM, once the record was created. The former record created for colouring 117 heads was broken by a 70-member team from Shiva’s Studio (hair salon), which coloured, washed, dryed and styled the hair of 1,511 people present when the activity was carried out. The event, which was managed and conceptu- alised by the event management company White Leaf Entertainment, took place at Chitrakoot grounds in Andheri, Mumbai. Alok J Samson, production head, White Leaf Entertainment, says, “The brief was short and crisp. We were told to create a record that was not easy enough to be broken.” The aim of the activity was to set a record for management group also arranged for all logistic colouring the hair of maximum number of people, The activity aimed to set requirements for the event in order to enter the in a span of 12 hours. Limca Book of Records. Anyone above the age of 18 could take part in a record for colouring the Talking about the responses they received, the activity, but they had to go through a hyper- hair of maximum people, Samson says, “More than 3,500 people turned up sensitivity test of their hair and scalp 48 hours at the event venue in the morning.” prior to the event. Apart from this, the event in a span of 12 hours. [email protected]

STAR MOVIES HD HD, using a mix of giant cut-outs, and signages to convey the message - ‘Hollywood Heroes in Asli HD. Meet the Superheroes Cheer the Marathon Heroes.’ StreetSmart identified a few major To promote STAR Movies HD, STAR India made the Godzilla, Spiderman and movies to be aired on STAR Movies in June, and created an innovation Wolverine participate in thee Bengaluru Marathon. By Surina Sayal theme by deploying a series of dis- plays along the marathon route. eople were seen running as fast Multiple larger-than-life displays as their feet could take them were created to highlight the movies. P- but, this was not because of For the movie Godzilla, a 25ft the huge Godzilla right behind! The tall dinosaur display was created at World 10K Bangalore Marathon that the Queen’s Statue junction. For took place on June 5, saw participa- Spiderman 3, an 8ft double-sided tion from more than just the 22,000 3D Spiderman display, facing the runners. The event also saw the pres- marathon participants, was sus- ence of Spiderman, Wolverine and pended from a tree. Another was characters from the movie Avatar. created for X-Men, where the To promote STAR Movies HD character Wolverine was seen on a (High Definition) that was launched hoarding alongside the Wolverine on April 15, STAR India, the channel slash mark, creating an impression partner for the event, decided to use that the character had scratched the marathon platform innovatively. through the hoarding sign. Mudra Max’s ambient OOH About 50 displays featuring solutions unit, StreetSmart was Neytiri from Avatar, were also placed given the mandate to create clutter- along the marathon route. breaking visibility for STAR Movies [email protected]

34 afaqs! Reporter, June 16-30, 2011

 ZEE CAFÉ Turn Green with Pride The channel encouraged people to adopt saplings promoting the green message. By Surina Sayal

orld Environment Day was cele- postcards were also placed as give aways. The brated on June 5. To commemorate saplings were given away in eco-friendly bags Wthe occasion and create awareness to patrons. for the cause, Zee Café, the English general At the Barista level, Gotcha! Impact Media entertainment channel launched an initiative (parent company of Cards4U) partnered with ‘Green Turn’, in four cities across India. the channel to help conduct the sapling drive. Through the initiative that was launched Bhrighu Rai, general manager - brand alli- in Mumbai, Delhi, Bengaluru and Pune, the ance and sales, Gotcha! Impact Media, says, channel helped coffee chain Barista’s patrons “It was about stimulation, education and take a green oath and ‘adopt’ saplings, and engagement. And, that is what, we too, as a participate in creating a greener environment. company believe in.” Regarding ‘Green Turn’, Anurag Bedi, People could also tie up with the ‘Young business head, Zee Café, says, “We believe Environmentalists Programme Trust’, and that the world has reached a stage where all participate in a tree plantation drive conduct- the natural disasters that have been occurring ed in Mumbai, in the Hiranandani Garden in our world are not ‘natural’ anymore. We area. are the cause of these disasters. It’s time we While this initiative was in its fourth year, stop and think, act and take a stand. Green this was the first time it was taken to four cit- Turn is Zee Café’s way of showing we care by ies. Earlier, it was done on a smaller scale in making even the smallest difference; because, Mumbai only. that’s how it starts.” Bedi says, “We decided to address our ‘Green Turn’ undertook on-air, on- cause on higher scales this time, in order to ground and online promotion activities to reach out to wider audiences.” spread awareness, which started on May 30. He adds that Zee Café’s core audience On-air promotions was done through being in the age bracket 18-34, the audience 30-second promos on the Zee bouquet chan- the channel was targeting through the initia- nels to support the cause and the on-ground tive coincided with Barista’s, 15-44 SEC AB, activities were undertaken around 10 times males and females. in a day. Also, 10-15 seconder trivia slates ran (Top) A Barista patron adopts a sapling; Online promotion of the initiative was and the plantation drive 5-6 times a day inside the outlets. also done with the ‘Green Turn’ microsite on Standees, posters and banners were put www.zeecafe.tv/green-turn, a Facebook page, up promoting the initiative at all Barista ‘Green Turn’ was promoted on- as well as a virtual sapling app. outlets, across the four cities. Ten thousand [email protected] Cards4U free Zee Café-Green Turn branded air, on-ground and online.

MAHINDRA DURO The Long Ride The two wheeler company rolled out an extensive campaign to communicate the ‘durability and power’ offerings. By Surina Sayal ahindra Two Wheelers campaign, where large hoardings are has launched a campaign aimed at brand building, while bus Mfor its scooter Mahindra shelters are more localised, giving Duro. It has adopted the tagline, Sab out nearby dealer information and sahe phir bhi chalta rahe and is being encouraging walk-ins. promoted for its durability. While the outdoor was launched The company has launched an in mid-May and will continue The campaign has where some of these have a moving outdoor campaign in 24 cities across through June, Shinde states that a light across the stairs. Shinde shares its key markets in Maharashtra, TV commercial for the Duro also been launched that an experiential activity is also Gujarat and Punjab. The outdoor hit the air in April and will be seen underway in certain markets. campaign consists of hoardings, bus till the end of June. “The visual across 24 cities. Interface Communications is the shelters and street furniture. linkage has been carried through creative agency that has worked on Devendra Shinde, vice-pres- from our TVC to the outdoor. The while descending a flight of stairs,” this campaign. Percept has handled ident, marketing, Mahindra Two scenes from the TVC are captured explains Shinde. The company has the outdoor and Lodestar Universal Wheelers, says that each outdoor well in our outdoor creatives, where also worked on creating some inter- has handled other media. format plays a different role in the one sees a man riding the scooter esting innovations on the hoardings, [email protected]

36 afaqs! Reporter, June 16-30, 2011

    JOY CHAKRABORTHY I ED (REVENUE & NICHE CHANNELS) I ZEEL << !" 2 Fruitful Ideas ‘glamorous’ arenas are less suited to a What you See is What you Get corporate set-up like a media agency.” GroupM was quick to shut down its He goes back to his Times of celebrity management division after India (TOI) days to illustrate how he handling a few celebrities. loves moving off the beaten track. “I got a lot of kicks selling innovations SUPER SPECIALTY than selling normal campaigns. TOI eenakshi Madhvani, managing was very strict on innovation but I Mpartner, Spatial Access remember selling the first tricolour Solutions, feels that agencies masthead to Asian Paints,” he says. are becoming more reactive than Moving on, Chakraborthy proactive. Instead of just responding talks of working at Star as a major to a client’s need, they should take change and an enjoyable one. “I the lead. Some agencies have done had the experience to work with that. GroupM did it for Deccan a multinational company who are Chargers, the IPL franchisee. Says ruthless but if you deliver, you are the Vikram Sakhuja, CEO, GroupM, best.” With ZEEL, it was his honesty South Asia, “We handled activities and outspokenness that helped him that went beyond the vanilla delivery in the long run. of advertising to help the brand “I was not scared to say that achieve salience.” something was wrong and should Recently, LMG started a division not be done. My bosses, I think called Limelight, to provide solutions appreciated that. Today, Zee and I in broadcast, digital, print and OOH. have grown together. It is the best “While paid media still retains its place to work, believe me,” he says, value, the focus will shift to owned adding, “I am lucky that I am working and earned media,” says de Souza. like an entrepreneur.” His admiration Similarly, SMG’s LiquidThread for the owners is simply because they embeds brands across entertainment have dirtied their hands. “They have screens through content. reached this place through their skills. They take their time to trust you but TV production is when they do, they do so blindly. Of course, I do have to inform my bosses an area some media but I take pride and it feels as if it is ‘my company’,” he beams. agencies ventured With the added responsibility of handling sales for DNA, Chakraborthy into, only to with- is one of the few people to handle draw later. both television and print for the same By Biprorshee Das company. And he is quick to admit that it is not a cakewalk. “It is tough. FINAL CALL “Basic Television is more planned. Print on lients are demanding more. straightforward, non- the other hand is sporadic. The nature C“More media pitches are political, leader is what business of clients also is totally different. The happening these days. It is proof that A Chakraborthy would like to etiquette has categories that are very predominant clients are investing in specialised be remembered as. on television are not existent in print offerings. But the ability to negotiate It was after passing out of the and vice versa. But basic business well will continue to be important National Defence Academy, helped me etiquettes and mannerisms do not in pitches,” muses Vishnu Mohan, Khadakwasla, Pune and training to control DNA change. That is what has helped me CEO, Havas Media, Asia-Pacific. be a pilot, that life took a detour for to control DNA and Zee together,” Fixed and variable remuneration Chakraborthy as he decided to try and Zee.” says Chakraborthy. models co-exist in media agencies. civilian life. He began his career in He is rather excited with niche But with new divisions, there are strategic media sales with Bennett channels as he believes that these many clients who will prefer to Coleman & Co in the early ’90s. Since then, he has channels have a bright future in a country where the work on a zero-fee basis. In such changed just two jobs - joining the Star Network in pay TV market is set to grow further. The man is not a case, the agency gets paid for its 1999 and then ZEEL, in 2005. without humility though. He fondly remembers Sujay deliverables. There are times when Meanwhile, Chakraborthy also earned a degree Ghosh who he says has been instrumental in helping agencies are paid for their strategic from NMIMS (Masters in Marketing Management) him change to the ‘civilian life’. He also reserves a inputs, at others for execution. Then, and finished an Advanced Management Programme special mention for Bhaskar Das, Pradeep Guha, Niraj of course, there is the golden chance from Harvard Business School. Chat with him and his Dutt, Raj Nayak, Subhash Chandra and Punit Goenka. for being remunerated for both. confidence in himself comes shining through. Taking immense pride in his leadership skills, he Things will keep changing. There “All through my life I have delivered. I have beaten swears he would never ask his team to do anything that will be other obstacles that will the record. There are no benchmarks that have not he cannot do. “If I ask my team to come at nine in the present themselves to media agencies. been beaten by me and my group. More importantly, morning, I will come at 8:45 in the morning. If I ask It is up to them to show the dexterity I am seen as a leader who can deliver from the front. them to make four calls a day, I will make five. If I ask to get around the difficulty. Having I have been known in the industry for being very them to keep their phones switched on 24/7, I will do done it once, there is no reason why outspoken. What you see is what you get. There is no the same,” he says. they can’t keep doing it. hidden agenda,” Chakraborthy exclaims. [email protected] [email protected]

38 afaqs! Reporter, June 16-30, 2011

    PRESENTED BY Education: Exploring Future The afaqs! Roundtable on Education explored a range of pertinent issues. While some government policies were refuted others were lauded; autonomy and regulation in education were strongly commented upon and blatant advertising practices were thwarted. By Ankit Bhatnagar

“Students are the best brand ambas- sadors and the companies plac- ing them, the best brand endorsers.” M.P. JAIN SHARDA UNIV.

“Institutes need to have a scope, innovation and will for research and develop- ment.” he afaqs! Roundtable Conference held S.K. GUPTA “India has on May 31, 2011 at Hotel Radisson, 14 million stu- TNoida focussed on the need of market- ICRI dents, over 300 ing and the challenges faced by the education universities and sector in India. The panel of members debated and deliberat- “Universities are 18,000 colleges.” ed upon multiple issues related to the education POONAM sector. Some of the pressing questions raised manufacturing SHARMA during the roundtable session were: Does edu- and nurturing ACCURATE INST. cation, like any other sector, need hard-selling human capital.” or is it unnecessary? Are we spending enough SUNEEL on research and development? Should the edu- GALGOTIA cational institutes be autonomous and to what “80 per cent of extent? Dearth of quality faculty – a reality or GALGOTIA IITians go abroad just hype? How important are college ratings UNIVERSITY for a better work and do they impact business? Mushrooming environment. If private institutes, the mad race or the more the we incentivise a better? What is the right curriculum and how to develop it? “Institutes that system, it grows.” One of the most fiercely contested point VIKAS WAHI of discussion was whether education sector are ahead of ADVEL GROUP required marketing like any other sector. The the pack have a panel members agreed unanimously that inad- strong foundation equate research and development was a cause of R&D.” of concern in India. The speakers also had a RAJEEV AGRAWAL consensus that the right curriculum was very “Marketing that G.L. BAJAJ is very shrill and important to impart quality education, while the issue of dearth of quality faculty gave rise to requires over the passionate comments among the speakers. The top publicity is panel also felt that the pedagogy used should be not required in in sync with what the industry requires today. “In markets like this sector.” Bareilly and VINAY PASRICHA Ambala, 45 per WLCI cent admissions PHOTOGRAPHS BY SUSHIL KUMAR happen through references.”  UJJWAL VISHAL SHEFALI RAWAT, DIRECTOR - COMMUNICATIONS, 9 PILLARS GSBA

40 afaqs! Reporter, June 16-30, 2011    

AMIT CHOPRA> CHIEF EXECUTIVE OFFICER, HMVL “Expect more mergers and acquisitions in the Hindi press” In an exclusive chat with afaqs! Reporter Chopra talks about late bloomer Hindustan and what lies ahead for the Hindi press. By Prajjal Saha and Sumantha Rathore

mit Chopra, the 42-year-old chief executive in the ad revenues, as well. Until four years back, However, as the opportunities unfolded, there officer (CEO) of India’s fastest growing Hindi we were a loss-making business but in the last fis- was this need to raise money and public offering Adaily Hindustan of Hindustan Media Ventures cal our profit was `87 crore, which was double of was one of the many ways to raise funds. (HMVL), believes that the Hindi press has a long way what we achieved in the previous fiscal. But, it isn’t that the print companies weren’t to go and the exciting times have just begun. However, since we are a growing brand, we still growing before the IPOs. HMVL launched an Chopra holds a Bachelor’s degree in Technology from feel that we have to monetise our audience com- IPO about a year back but has been on a growth the Indian Institute of Technology, Kharagpur and a pletely. We are yet to get the price we should get. spree since the last three-four years. It’s the same post-graduate diploma in Management from the IIM, Unfortunately, the problem with the IRS is that with Bhaskar Group, which launched its IPO a Ahmedabad. He was appointed the CEO of HMVL on it is trailing 12 months behind, so for an expand- year back but has been growing for the last ten January 1, 2010. ing brand, it always takes 12 months for your real years. The industry has become attractive, which In an exclusive chat with afaqs! Reporter, Chopra market situation to get reflected. has made people go for IPOs (the cheapest source talks about the late bloomer - Hindustan and what lies of fund) and then they have invested further. ahead for the Hindi press. Most Hindi speaking states have two or three players dominating the market, which is the Now that the money is flowing into the Hindi Hindustan has had a great innings in the last reason for the belief that the Hindi press has press through IPOs and FDIs, do we see more few rounds of IRS. What actually has contrib- reached its pinnacle. In such a scenario, how consolidation in this sector? uted toward this growth? does Hindustan plan to grow? Yes, we should. Every state has a few small players, First and foremost, the entire Hindi print indus- It will be unfair to say that the market is saturated which enjoy an important loyalty in a zone. Until try grew extremely well between 1995 and 2005. because there are already two-three dominating a few years ago, these small publications survived Unfortunately, at that time we were busy getting players in each market. largely on the subscription revenue, mainly for the Delhi HT (Hindustan Times) back on track. I would argue that the penetration of newspa- the loyalty it enjoyed amongst its niche audience. It was only from 2005 onwards that we started pers is far lower in the Hindi belt than in Kerala However, as the industry has now moved from paying attention to Hindustan. So, a lot of growth and Gujarat. Among Hindi speaking states, the a circulation or subscription model to advertis- that you see is basically catching penetration is highest (little more than 35 per ing revenue-based model, the subscription prices up with the rest. cent), while in other states, it’s below 25 per cent. have gone down. In such a scenario, these small Also, in the present Besides, the latest census report (2011) shows players are increasingly struggling to monetise the geographies, our pres- a quantum leap in the literacy, especially in the national ad revenue. The truth is that the small ence was sub-optimal. Hindi belt. This confirms my belief that there is a players are often not entertained by the agency or Therefore, we decided fair deal of opportunity to grow. the advertiser as these small newspapers are very to expand our presence Having said that I do agree that until five-to- small in their scheme of things. in these markets. ten years back, the advertising revenues for the The inability of small publishers to monetise Thirdly, Hindustan Hindi dailies was not very large as it was under- good audiences and advertisers will lead to alli- still continues to be a monetised and under-utilised. However, of late, ances, acquisitions and mergers in the future. credible, neutral and the Hindi-speaking states have seen an improved progressive paper. It was economic condition with the growing GDP and The Hindi press is constantly fighting the something we got as a leg- advertisers are showing interest in these markets. English press for the revenue pie, as well the acy when the paper was These factors make the existing and new players readership pie - the affinity towards English born as part of the take a look at these markets with renewed interest. press in small towns is increasing. How does India freedom At this point of time we do not feel that there is one cope up with such situations? movement. any need for us to look beyond our existing mar- While there will be a few people migrating from The kets - UP, Bihar, Jharkhand and Delhi - where we Hindi to English, there will be many more who growth in are strong. We still have some work to do in these will enter the Hindi fold in the future. This will the reader- markets. However, we have got cash, so if any be fuelled by growth in literacy and newspaper ship has opportunity comes our way, in terms of inorganic penetration. shown growth, we might be interested. From the advertisers’ perspective, I do agree results that English papers offered far better quality audi- Many of the language papers which were ences. For brands, both national and international, family-run companies have gone public. metros are the key distribution markets, where How has this helped the industry grow? the purchasing power is very high. For them, the Until some years back, there weren’t many oppor- English press has always been the first choice. tunities in this business. Most publications were But now, the metros have got saturated and happy in their own fiefdom and satisfied with the brands have shifted their distribution focus to the little - or - money they were making. Only those interiors of the country. So, the advertisers are publications with strong brands, armed with forced to put money in media vehicles that deliver the experience of running big busi- nesses, were enterprising and have expanded. %/>>

afaqs! Reporter, June 16-30, 2011 41 SUSHIL KUMAR  ULYSSE NARDIN Clocking Time 43 GPS-synchronised, high-end design Swiss-made clocks have been installed at 23 locations within Bengaluru airport to aid top-of-the-mind recall for the brand. By Surina Sayal

lysse Nardin, the Swiss watch installed at 23 locations within the airport. manufacturer, with the famed Of these, four world clocks showing vari- U‘anchor’ logo, in association ous time zones from five locations around with the out-of-home (OOH) major the world are placed at the domestic JCDecaux India, recently made innova- and international departure and arrival tive use of the new long-term advertising lounges, while four sets of two clocks and opportunity at Bengaluru International 15 single clocks have been placed at other Airport (BIAL). The brand has installed locations across the airport. high precision clocks at 23 key locations The installation of the clocks was car- across the airport. ried out in two stages. In the first stage, 19 The multiple presence of the clocks clocks were installed in three days, with at key locations was the core idea behind meticulous planning. During the second the campaign. This enables the brand to stage, the world clock and the other clocks reach out to its target audience consisting were installed in five days, with the sup- of high net worth individuals (HNI) and port of the BIAL airport team. SEC A1, A2, at the Bengaluru Airport, Kelaine Roethlisberger, brand man- which is the gateway to the Tech City. ager, Ulysse Nardin, says, “We are The objective was to create brand aware- honoured to be the first Swiss luxury ness and top of the mind recall for the watch brand to install clocks in India’s 1846-launched brand, Ulysse Nardin. Bengaluru Airport. Other than adding to Rene Baumann, vice-president, com- the beautiful ambience of the airport, the mercial, BIAL, says, “With the showcase brand is now able to provide time to the installation of the Ulysse Nardin clocks highly coveted passengers of the airport.” at Bengaluru International Airport, we Frederic Brun, chief operating offic- have taken yet another pioneering step in er, JCDecaux India, adds, “We are very our association with brands. As a luxury pleased to partner Ulysse Nardin for brand, Ulysse Nardin now reaches out to a long-term association with this new a highly coveted audience by providing a clock sponsorship contract activity.” The basic facility in a definitive manner.” campaign is a long-term activity at BIAL, In all, 43 GPS-synchronised, high- which will run into years. end design Swiss made clocks have been Ulysse Nardin clocks at BIAL [email protected]

SIGNAGE CIRCUS The Rotating Display The cylindrical digital signage will help brands attract eyeballs at locations such as airports, cinemas, shopping malls and hotels. By Surina Sayal

ut-of-home advertising Signage Circus is looking at media company Signage Circus, owners renting a signage for a mini- Owhich provides digital mum rental period of one year, with screen video solutions, has launched a monthly rental of `3.5 lakh-4 lakh 360-degree digital LED displays in per unit. For brands and clients, the India. These signage displays are costing will be calculated on 15- or cylindrical-shaped digital screens, 30-second slots, depending on the capable of playing high definition loops and number of appearances. (HD) content, which can be stan- Chirag Barot, director, Signage dalone or networked, and can be Circus, says, “The digital signage placed indoors or outdoors. The 8ft business is gathering momentum and units can be integrated with blue- it gives better visuals than normal Rotating LED digital displays tooth where passersby can download billboards. Digital screens provide the advertiser’s message by simply ease of ad replacement, which can be technology to provide to-the-minute halls, railway stations, malls, clubs, turning on the bluetooth on their done remotely and instantly. ” information when and where our parks, fairs, company foyers and res- mobile phones. Rushabh Shah, head, market- clients require it.” taurants. They are designed in such The company has invested more ing, Signage Circus, says, “With These displays are suitable for a way that they can be installed onto than `1 crore per unit. It has six units these cylindrical digital screens, the locations that see a constant flow lamp posts or pavement pillars. as of now, with 30 more in transit. communication uses cutting edge of visitors, such as airports, cinema [email protected]

42 afaqs! Reporter, June 16-30, 2011  

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

ADVERTISING

he news about the It was quite clear that now be based out of Singapore. In MPG India, Texit of JWT’s sec- Miller was on the verge there has been a minor reshuffling as Mohit ond-in-command Rohit of quitting after it was Joshi, who was head of North has been promoted Ohri, have been doing known that the Airtel to managing partner for India operations while the rounds for more than business - for which a month. That he will Miller had joined JWT join Dentsu was also no - was put under the cus- secret. The only specu- tody of Saumitra Karnik, lation was on the date his junior. of the official announce- The Delhi ad fra- ment - which was done ROHIT OHRI ANURAG GUPTA ternity is buzzing with suddenly by JWT on another high profile June 7 night followed by a Dentsu announcement movement. Ajay Naqvi, head of Mudra for North which came in early June 8. When the first news of and East, has quit after a year. He is slated to Ohri’s exit came in, it surprised many as the man had spent 21 years in the same agency - unprec- MOHIT JOSHI GAUTAM RAJAGOPAL edented in today’s environment. He started his career with JWT (then HTA) in Kolkata and then moved to Delhi a few years later. Gautam Rajagopal has been appointed vice-presi- As per the unofficial version, Ohri’s replacement dent, investments, West India. has already been chosen and apparently serving his notice period. It is also learnt that Ohri will move OOH AND BTL andid Marketing Cpromoted its vice- KAVITA KAILAS BHAIRAVI NAIK presidents, Devika Sharma and Amrita join Coca-Cola India. Prior to Mudra he was the Kumar, to the posts nation head for Airtel business as Rediffusion of managing partners. Y&R. Another senior executive at Mudra, Anurag Insta Exhibitions, Gupta, CSO, Mudra Max, who quit a month ago has appointed Pankaj is all ready to join the WPP group in a regional Sharma as vice-presi- role for its Procter & Gamble (P&G) account. dent, Design. At E18, ADRIAN MILLER AJAY NAQVI Meanwhile, Mudra West brought on board Amit Navneeth Mohan has Kekre as head, planning, joined a senior vice- AMRITA KUMAR president. Prior to this to Dentsu along with a from McCann Erickson. Mohan was national head, BIG Live. few colleagues, so more Besides, two movement news from Rediffusion executives JWT can be expected have moved to Saatchi - soon. It’s quite natural Kavita Kailas (planning) because Ohri has spent and Bhairavi Naik (ser- MARKETING more than two decades vicing). tandard Chartered appointed Sanjeeb in the agency. In the media agencies, SChaudhuri as regional head, South Asia Other than Ohri, MediaCom, promoted and group chief marketing officer, con- another high profile Divya Gururaj as head sumer banking. He moved in from Citibank, movement at JWT was of South and Southeast Europe, Middle East and Africa. AMIT KEKRE DIVYA GURURAJ that of Adrian Miller. Asia operations. She will

    Some of India’s well-known professionals write on issues that they feel passionately about

VINEET SINGH HUKMANI On to Phase III! SUSHIL KUMAR

kay people, here it is totally liberated! Our industry needs again, that part of the a ‘fight for our rights’ spirit. We have year where the IRF always got the worst end of the stick. comes back to India to The government is clearly indiffer- Otell us what we already know - that ent to our needs. Time is running the ‘radio industry is happening’. out! What IRF does not know, like the The AROI must press for a quick rest of us is... ‘when is it happening?’ solution to the Copyright board issue And, while we don’t know what we and ensure royalty is aligned with don’t know, at IRF, we even discuss global norms, so that the indus- what we don’t know and award our- try can project costs going forward. selves in the process. How cool we Small towns are the ones that suffer are! And, yes, welcome to the new the most because of royalty prob- international faces which get to dis- lems. cover that the ‘Indian Radio Forums’ The AROI must involve FICCI are buzzing, if not the industry. and TRAI and get a detailed return First, let’s unravel the mystery of on capital analysis done on why IRF. ‘price per frequency per year’ must So, what I did first was google go down and licensing should begin ‘IRF’, and got ‘International Road only when more spectrum is released Federation’ - a not-for-profit, non- in the metros. Licence should begin political service organisation. Its '03   & . only when the licence period is fixed purpose and continuing objective is for 15 years. The government needs to encourage better road and trans- 45"6738 59 to apply itself here, and not just portation systems, worldwide. Good, ignore this facet. I thought to myself. At least, it does And then, the AROI must present something! being stuck, and IRF is the saviour in planet, and there is one player which an analysis of how many small cities I then got ‘Island Resources foun- this ‘noble’ endeavour. has launched TV, outdoor and many are not ‘breaking even’ on their own, dation’ - the Resources Foundation’s So, let us sample some ‘interactiv- other bouquet media, making radio when they are being given free in website features environmental ity’ that is likely at the event... ‘Phase itself peripheral in its portfolio! And discounted packages, and how they information useful to the sustainable III is coming, blah, we will have new yes, there will be silence when return are dragging company profitability development of small tropical islands. licences, blah, there will be a fight on capital is mentioned, because we down. Someone should ask ... will Wow! I thought, at least someone when the word e-auctions is men- know 10 years is not enough to get a Phase III not have more small cities protects those wonderful tropical tioned, there will be murmurs when healthy ROI. Have we resigned our- and towns? Will not the large players islands. And then, there was ‘Internal multiple frequency is mentioned, selves, to the fact that ye sab chalta think twice before further endanger- Rafting Federation’ - which is about and then, someone will say the word hai ? ing return on capital? bringing the world of rafting togeth- ‘government’, and everyone will look In fact, the radio industry can If the IRF wants to succeed er, so we can all benefit from our around... why? Because, there will be learn something from IRF. The IRF next time in gaining some credibil- interaction. no government representative. It’s is profitable. No one gave them a ity, they must invite the investors in And then, after some 25 pages of like you hear these loud noises when licence to do this. It has a definite Radio, face-to-face with government Googling, I found the ‘India Radio a bus stops... and then, you see the return on capital every year, other- policy makers. Investors, who put Forum’... talk about being digitally driver has left the bus to relieve him- wise they would not get away with their hard-earned money into this adept... so, their site lists 10 ques- self... everyone looks at each other the undifferentiated repetitiveness. medium, so that all of us could be tions in its overview (no one has the sheepishly! What should the industry be doing employed. Investors, who followed answers, that’s the fun part), which it Then, there will be the standard instead of making futile attempts at the government’s objective to help has been listing the same way since battle of RAM versus IRS accuracy, discussing previous discussions? the radio reach every corner of this the last three years! and one small town player will chal- AROI needs to be more aggres- country, only to find that it is now a It then dawned upon me, that the lenge a large market leader, saying sive and challenge the Information one-sided relationship! So far, only IRF is also going through the Phase that IRS is better than RAM, and and Broadcasting ministry (I&B), the government has made money III standby mode, just like the radio finally, everyone will join in say- using Competition Commission of from the FM radio. All of us now industry. (And, this time, there is the ing ‘yes, yes, we must get a proper India (CCI). CCI is a specialist in need to get out of this ‘Phase III’ new buzz word ‘interactivity’. Don’t monitoring system’. Yawn... Don’t laws related to competition, monop- standby mode we’ re going through, you just love it when someone uses a you hate it when a good fight turns olies, and level-playing fields. Private and aggressively engage the govern- word as a diversion and almost suc- to friendship so soon?! FM does not have a level-playing ment if need be, even the PMO, to ceeds?) So, why can the IRF afford And then, the best word will crop field with TV, or for that matter, get us out of this ‘return on capital’ to be stuck? up - ‘digital’. Last year, it was ‘acti- even with AIR. AIR has multiple fre- mess! Well, that’s because of us. We vation’... and, one player will say quencies, it pays no licence fee, and need to create a sense of dialogue so it’s conquered mobile phones, and yet takes away 35-40 per cent of the (The author is managing director, Radio as to drown out the desperation of another will say it’s conquered a revenues in the market! Television is One)

46 afaqs! Reporter, June 16-30, 2011  

MATTEL Bringing Barbie To Life Hyperspace India, a part of Aegis Media Group designed and executed life-sized doll house to market Barbie dolls. By Nandana Das

life-sized doll house has purchase of Barbie dolls. been created to pro- Hyperspace took four weeks A mote Barbie dolls, which to complete the project, with the comes from the Mattel stable, in help of four empanelled vendor a recently opened Hamleys toy teams. The team started its exe- shop in Chennai. cution with site-reconnaissance, Spread over 600-800 sq ft, the followed by the floor layout doll house has a huge collection and plan, 3D-walkthrough and of various Barbie dolls. To give a detailed production drawings. real-life look to the doll house, a Sumit Chatterjee, retail spa-cum-salon area has also been design head, Hyperspace India, set up so that kids visiting the says, “It was very challenging for store can experience a makeover us to create a life-sized Barbie done by the team of renowned doll house in such constraints hair stylist Javed Habib. in terms of space. Also, as per The doll house has a beauti- the brief, Mattel wanted to high- ful cylindrical backlit doll display light their entire doll collections unit, popularly called plexi-glass in one place. Thus, we came wall. The area consists of various up with the idea of cylindrical Barbie dolls, starting from the Barbie plexi-window. Because original Barbie to the latest denim-look Barbie. The Indian retail market of its shape and size, it gets maximum visibility A cove-lit ceiling with a Barbie iconic display from any angle of the house.” adds spice to the well-crafted window of the doll is changing rapidly, from Nayak adds, “The responses have been great house. Duco-finished walls with double coated so far. The activation has actually widened the lacquer add to the design appeal, while the steel being just a shopping brand visibility of Mattel, which has ultimate- finish LED backlit signage further contributes to ly led to the increase of sale of Barbie dolls. creating appeal for children. experience to experiential Moreover, the Indian retail market is changing The Barbie doll house has been designed and shopping. rapidly, from being just a shopping experience to executed by Hyperspace India, a part of Aegis experiential shopping. Hence, these activities are Media Group. because our TG is kids, we were asked to adhere bound to pay off well.” The target audience of the in-store activation to the basic hygiene and safety levels. For exam- It is to be noted that in addition to this, is kids, mainly girls, aged between 5 and 12 years. ple, a kid can lick the walls of the doll house, so Hyperspace has also created ‘shopping shops’ Talking about the brief from Mattel, Haresh we had to use the best quality paint, which would (areas created within stores to promote a par- Nayak, managing director, Hyperspace India, not harm the kids in any way.” ticular brand) for Mattel in more than 100 says, “We were asked to create something of inter- The aim of the in-store activity was to create stores in India, including outlets of Lifestyle and national design and module which would create an ambience which would change the behav- Shopper’s Stop, to promote Barbie dolls. a higher impact on the target group. Moreover, ioural pattern of the consumers, leading to the [email protected]

afaqs! Reporter, June 16-30, 2011 47  ''"

DHEERAJ SINHA Regional Planning Director, Bates 141

urrently, I am reading a non-fiction Cbook called What the Dog Saw – And Other Adventures by Malcolm Gladwell. I have always admired the way Gladwell explains reality and makes it look new. His ability to build arguments from every- day observations and seemingly unrelated pieces of data is amazing. What’s more important is that he does so with a remark- able simplicity. It is a thick book, but easy to read, as it has 22 independent stories linked to each other only through the larger theme of the book. Gladwell glides through various phenomena of social and cultural interest. He weaves through seemingly unrelated and insignificant incidents and pieces of data to often unveil a new understanding. He takes you through one discovery after another, robustly evidenced; yet beautifully told. For instance, in the chapter ‘True Colors’ he talks about how Clairol’s campaign line in 1956 “Does she or doesn’t she?” drew so much from Shirley Polykoff’s persona (a copywriter at Foote, Cone & Belding). He contrasts this to the 1973 campaign line of L’Oreal “Because I am worth it” and how Ilon Specht, the copywriter at McCann Erickson poured her own self in it. I read a lot of non-fiction to be abreast of new ideas that thinkers around the world are talking about. I like cross genre work, too. I also read Indian fiction, to keep an eye on how the new India is being portrayed by today’s authors. My all time favourites include The Culture Code: An Ingenious Way to Understand Why People Around the World Live and Buy as They Do by Clotaire Rapaille and The Black Swan by Nassim Nicholas Taleb. Next on my reading list is The Emperor of All Maladies: A Biography of Cancer by Siddhartha Mukherjee. As told to Ashwini Gangal

<< !"% the other is not an easy process for the publishers. “Expect more... We need to look at the entire Hindi belt in continuity; like all national channels have one feed for the entire Hindi belt, the press, too, does the same. However, we still continue to have clear leaders in each zone across the Hindi belt.

Do you agree that affinity towards the mother tongue is less among the Hindi speaking belt? How does a paper like yours cope with in those markets. In the interiors, it is such a situation? the regional or Hindi press that sells. It is very unfortunate that in the Hindi belt, Hindi is considered a Regional dailies enjoy lead- downmarket language. That is why ership status and command a we don’t have any more great litera- premium from advertisers. Why ture in the language. It is upon the is it not the same for the Hindi newspapers to start correcting some dailies? part of it by improving the quality The regional press enjoys a stronger of the content to the overall product affinity, as the language spoken in we distribute. It’s a long haul, and every state, be it down South or West whether it will change or not is very Bengal, is totally different from each difficult to predict at the moment. other. Moving from one language to [email protected]

48 afaqs! Reporter, June 16-30, 2011

  JOBSWITCH Organization Name: Capgemini Organization Name: Vritti Organization Name: Vibgyor Position: Manager- Creative Design Solutions Limited Brand services Private Limited Services Position: General Manager- Position: Senior Manager- Location: Kolkata Business Development Production Profile: The position requires Location: Mumbai Location: Mumbai collaborating with account managers, Profile: The position requires Profile: The position requires graphic designers and customers handling media sales to Key accounts heading the profit centre for design, layout and production and media agencies. The candidate independently leading a team of of marketing collaterals. She/He should be a MBA with 7-8 years of about 5 people. She/He will ensure should have the ability to identify experience. the execution of all projects managed new opportunities for diverse design. Email: [email protected] by the company in the western Minimum 10 years of experience as ...... region. 4 - 5 years in Production / a design lead is desired. Organization Name: Aim High Operation is desired. Email: [email protected] Consulting Email: [email protected] ...... Position: Account Manager ...... Organization Name: Ogilvy One Location: Bangalore Organization Name: Xebec Position: Copy Lead Direct Profile: We are looking for a Communications Private Limited Response candidate having excellent account Position: Manager- Digital Brand Location: Delhi management skills with at least Solutions Profile: The candidate should be 5 years of experience. She/He Location: Mumbai, Delhi able to span Online and Offline should have strong background in Profile: The candidate will communication and have 7-8 years communications industry. be responsible for business of experience. Email: [email protected] development for digital division and Email: [email protected] ...... ensure relationship management ...... Organization Name: Asian with clients. She/He should have 3 Organization Name: TIC Business Exhibition and years of experience in online space in Integrated Event Marketing Conferences Limited an agency. Position: Vice President- Marketing Position: National Sales Manager Email: [email protected] Location: Delhi Location: Mumbai ...... Profile: The candidate will have Profile: The position would involve Organization Name: Ocean to generate business through new identifying clients and space selling Media Private Limited account development and key and ensuring generation of relevant Position: Deputy Manager- account management. At least 4 database for the respective vertical Circulation years of experience is desired. segment. She/He should have 4-10 Location: Delhi Email: [email protected] years of experience. Profile: The candidate will ...... Email: [email protected] be responsible for the overall Organization Name: Panarkis ...... management of the circulation of Position: Senior Manager-Ad Sales Organization Name: Indian Press magazine. She/He would ensure new Location: Delhi NCR Clearing clients on board through effective Profile: We are looking for a Position: Assistant Manager/ presentations and negotiations. At candidate having at least 8 years into Research Associates least 5 years of experience is desired corporate Ad Sales with experience Location: New Delhi/Mumbai for this role. of team handling. Profile: The candidate must have Email: [email protected] Email: [email protected] good communication skills with an ...... attitude towards commitment of Organization Name: Creative Info Organization Name: Five By work and willingness to learn and Graphics Seven Solutions Private Limited grow. She/He should be a Graduate Position: Copywriter Position: Sales Account Manager with 0-3 years of experience. Location: Noida Location: Delhi NCR Email: apali@indianpressclearing. Profile: The candidate should have Profile: The candidate should com the ability to conceptualize ideas and have excellent oratory and written ...... campaigns, working on headlines, English skills with at least 5 years in Organization Name: Arun Verma ad copy, content and scripts for corporate sales. Design Studio presentations and brochures. We are TO ADVERTISE, CONTACT: Email: [email protected] Position: Senior Copywriter/ looking for a Graduate in English ...... Saurabh Sharma Copywriter with 2-5 years of experience. Ph: 09868919608 Organization Name: ENIL - Location: Noida Email: [email protected] Radio Mirchi 98.3FM Profile: We are looking for someone ...... Email: [email protected], Position: Account Manager - Radio who has worked amidst ideas in Organization Name: Idealake [email protected] Sales an advertising agency. You should Position: UI Developer Location: Pune be able to think on your feet, turn Location: Mumbai To view other jobs in Marketing, Profile: Should be fluent in English thoughts into ideas and create Profile: The candidate should Media and Advertising, log on to: and must be aggressive in achieving compelling communication stories. be well versed in HTML, CCS http://jobs.afaqs.com targets. 1-3 years of experience is 3-5 years of experience is desired for structuring, XHTML1.0,CSS 2.0 Join us on : facebook.com/jobswitch desired. this role. with at least 2 years of experience. Email:[email protected] Email: [email protected] Email: [email protected] ......

50 afaqs! Reporter, June 16-30, 2011