November 16-30, 2019 Volume 8, Issue 10 `100

INTERVIEW 16 KARAN BEDI MX PLAYER 12 IMAGICA Be Amazed New ads pit rollercoasters against binge watching. 18

COFFY BITE New Coffee-Toffee TVC There’s finally an ad for the iconic toffee brand. 10

KNORR Subs riber o not or resale No Mom-Kid Routine The new Knorr ad features “WE TREAT EACH Karan Johar, instead.

PIECE OF CONTENT INTERVIEW Rajesh Sethi 17 LIKE A PRODUCT” MOST-VIEWED ADS Best Creatives 20 MX Player recently raised $110 million. MOVEMENTS/APPOINTMENTS An interview with CEO Karan Bedi. Who’s Where 22

EDITORIAL

This fortnight... Volume 8, Issue 10

EDITOR Sreekant Khandekar hough relatively new in the larger scheme of entertainment, algorithm based PUBLISHER November 16-30, 2019 Volume 8, Issue 10 `100 T content consumption has been around long enough for ‘pro’ and ‘against’ Sreekant Khandekar INTERVIEW 16 KARAN BEDI camps to have developed. The latter, which I belong to, is based on a simple premise EXECUTIVE EDITOR MX PLAYER 12 – if recommendation engines keep pushing content of the kind we’ve already Ashwini Gangal IMAGICA Be Amazed PRODUCTION EXECUTIVE New ads pit rollercoasters watched, how will we ever discover new, contrarian types of content? Where’s the against binge watching. Andrias Kisku 18 serendipity and human folly in a world in which humans have less volition than a ADVERTISING ENQUIRIES platform? I’ve disabled YouTube’s auto-play option, in a bid to take back some of Shubham Garg

COFFY BITE New Coffee-Toffee TVC the agency I feel a sense of having lost to it. Netflix co-founder Reed Hastings told 81301 66777 (M) There’s finally an ad for the iconic toffee brand. Noida 10 interviewer Chris Anderson on the TED stage, “… in practice, you’re right, you Apoorv Kulshrestha can’t just rely on algorithms – it’s a mix of judgment and what we carry… there is 9873824700 (M)

KNORR Noida

Subs riber o not or resale no perfect tool…” No Mom-Kid Routine The new Knorr ad features “WE TREAT EACH Karan Johar, instead. Nikhil Jhunjhunwala PIECE OF CONTENT INTERVIEW Rajesh Sethi 17 9833371393 (M) MOST-VIEWED ADS LIKE A PRODUCT” Best Creatives 20 This is relevant in the context of the cover story this issue – an interview with Mumbai MX Player recently raised $110 million. MOVEMENTS/APPOINTMENTS An interview with CEO Karan Bedi. Who’s Where 22 Karan Bedi, CEO, MX Player – because, while he spoke about the ‘productisation’ Vijayalaxmi Yadav of content, highlighted his focus beyond tier I cities, and deconstructed what ‘premium’ 9930547767 (M) Mumbai means (it’s not just about whether the content is available for a price versus free, but [email protected] also about how much it costs to produce it!), the discussion got passionate around the MARKETING OFFICE subject of the big bad algo. B 3, Ground Floor, Sector 4, Noida-201301 Uttar Pradesh.

Karan defended recommendation engines, insisting they kick in when a sliver of a MUMBAI trend in human behaviour is evident among a certain demographic, and then – and 302, Makani Center, 3rd Floor, Off Linking Road, Bandra (W), this is the main part – help the producers discover niche audiences for that content. Mumbai-400050. Conversely, algos help people find content they did not know exists… and are likely to enjoy. SUBSCRIPTION ENQUIRIES [email protected]

“Blowing up trends” caught by the engine, he insists, helps both consumers and Owned by Banyan Netfaqs Pvt Ltd and Printed and Published by producers. On MX Player, it turns out, dubbed Turkish content works surprisingly Sreekant Khandekar, at 7-A/13, Ch. Ratan Singh Complex, well in Punjab! A voracious reader of Turkish writers Orhan Pamuk and Elif Jawala Heri Market, Paschim Vihar, Shafak, I cannot begin to surmise why that may be. New Delhi-110063. Printed at Artz and Printz 208 DSIDC Sheds, Okhla Industrial Area, Phase 1, New Delhi-110020. Ashwini Gangal [email protected] CONTENTS 19 11 FORD “We’re Taking Gossip Head-on” Rahul Gautam, VP, marketing, on why it was necessary to repeat the messaging.

PROJECT STREEDHAN 4 8 Taking the Peppy Route to PSA The new ad for Project Streedhan #InvestInIron, a CSR initiative by the Dutch VEET 15 GOOGLE BALAJI WAFERS MNC DSM Nutritional Hairy Tales Ab Hindi Mein Bolo Eyeing a National Presence Products, is a healthcare Veet has finally entered the male The feature will help Google Here’s what Jay Sachdev, advisory at its core. grooming segment in India. reach more Indian users. manager, marketing, has to say.

afaqs! Reporter, November 16-30, 2 0 1 9 3 MARKETING GOOGLE Ok, Google. Hindi Mein Bolo So, what is the latest campaign #GoogleAssistantHindiMein all about? By Ananya Pathak

he three, 30-second films to. “It seems like a straightforward ‘Kuch naya seekhein’, brief, but I wish the execution would T‘Mausam ki jaankari’ and have delighted me. The narrative felt ‘Safalta ki taiyari’, released as part of a bit flat. The storytelling, especially the campaign, individually feature since it isn’t fiction, could have been a female rickshaw driver, an office- more heartwarming.” boy and retailer using the feature. Dave feels that product demo is Riding on social mobility stories, the apparent in the films and that to films are based on the ‘Aaj ke sawaalo make sure that the intended target mein hain kal ke jawaab’ ideology. audience sees the ad, the brand Google Assistant was unveiled should geo-target through Facebook, during Google’s developer and may be communicate to the Jio conference on May 18, 2016 and database in the country. supported Hindi and other Indian Shubho Sengupta, a digital languages, but the languages could be switched if the OS language was Alexa. Interestingly, the Assistant’s changed to the same. To change new feature was announced a day the language to Hindi, users needed after Amazon announced that its to activate Hindi language support virtual assistant Alexa, can now from the settings option. The latest converse in Hindi and Hinglish. feature decouples the language from Along with the new language the OS. changing feature, Google also Along with Hindi, the app will launched its Bolo app earlier this support eight other Indian languages year. Available for Android users, — Gujarati, Kannada, Urdu, the app is designed for native Bengali, Marathi, Malayalam, Tamil, Hindi speakers and helps kids and Telugu. Google believes that improve their English and Hindi the new feature will help it reach reading skills. more Indian users, particularly those who might be comfortable with using English as their device language, but like to hold conversations in local languages. As per a Google marketer (ex-Contract, JWT), finds it a simple and nice campaign. “Hindi Along with Hindi, and regional languages are driving the app will support the next 500 million on mobile, and nice to see Google showing eight other Indian leadership.” He says the story in the background makes the product demo languages — Gujarati, memorable. When asked him about Kannada, Urdu, the media mix to engage in to reach the intended target audience, he Bengali, Marathi, simply says, “Google owns Google.” Malayalam, Tamil, Shobhit Mathur, national creative director, Hakuhodo India, says, and Telugu. EXPERTS SPEAK that and additionally, you have ample “What I like about Google ads is that Sidharth Shukla, head, Ogilvy product window that reinforces the they are always simple, effective and One, and chief digital officer, Ogilvy same in the end.” Commenting on based on insights. And so are these spokesperson, the feature has been & Mather (North India), says that how he thinks the brand should ones. The candid situations and rolled out on all Android, Android the films do a highly effective job make sure that the intended target approach adds to the flavour of the Go and KaiOs devices. Reportedly, in communicating the content and audience sees the ad, he says, “I films, especially the shopkeeper one. the Assistant’s support is available their purpose. “I thought the Taj cannot comment on the entire media However, I found the office situation in over 30 languages across 80 Mahal film wasn’t as on point as the mix, but I would definitely consider a bit laborious. The characters are countries. other two but the other two were leveraging video platforms such as well chosen and the product demo Prior to the announcement, spot on in terms of showcasing the YouTube and Tik Tok, as we know is almost seamless, which is good millennials were Google Assistant’s levels of interaction as well as the it is a medium used extensively by considering the target audience. It core target. Past campaigns were depth of information you can get this TG , micro influencers would be would be interesting if the brand focused only on English language from the Google Assistant.” another area to explore.” decided to not go mass media, but assistance. Is the product demo clear? Says Rishabh Dave, creative director, did a hyperlocal or specific geo- Google Assistant sees competition Shukla, “It is very clear, the entire L&K Saatchi & Saatchi, opines that targeting mobile marketing these.” n from Apple’s Siri and Amazon’s content of the film is built around the ad communicates what it needs [email protected]

4 afaqs! Reporter, November 16-30, 2 0 1 9

BRANDS AND SPORTS MARKETING

Hero Drives the Indian Football Scene Ahead; On Boards Premier League as Presenting Sponsor for Broadcast

To understand more about this, afaqs! Reporter got in touch with Bharatendu Kabi, who leads the brand’s sports associations. ith the momentum promoters of football, supporting flocked to Hero dealerships to in the Indian sports the game across platforms. In have a closer look at the trophy scene accelerating, addition to being the sponsor of and cheer the Indian team. brands just can’t stay the Indian national teams for men Similarly, in golf, our innovative Wo” the ground. And, who would and women across age groups, initiative ‘Hero Challenge’ on the blame them; in return, the reach it is also the title sponsor of all prestigious European Tour has and loyalty via these sporting the major domestic leagues — been highly successful and has led events are too lucrative to pass The Hero Indian Super League, to enhanced participation from on. Also, the recent evolution Hero I-League, Hero I-League young fans in the sport. The Hero in the slant of the brands from for Women, Hero Super Cup, and Challenge is a one-hole knockout a predominantly cricket-playing Hero Intercontinental Cup. event played under lights that country towards other sports, So, Hero MotoCorp plays the role sees participation from top like football, badminton, kabaddi, of a catalyst – a change agent – golfers and celebrities in an iconic hockey, volleyball, etc., is in bringing about a transformation location. irrefutable. in the ‘culture’ of football in Amidst all the ‘activewear & India. Through our support and In addition to the logos’ partnerships, India’s leading promotion of multiple sporting remarkable brand value two-wheeler manufacturer Hero events, we aim to drive growth that Hero holds in India, MotoCorp recently got on board in the popularity of football. Our what type of additional as the Presenting Sponsor for association with the Premier communication do you Premier League (PL) on Star Sports League as Broadcast Sponsor is wish to achieve through Broadcast. But what caught our also in keeping with this belief and sports associations? attention was that this isn’t the commitment. We believe in the transformational brand’s first or second or even power of sports on society and its fifth association with the sport. How do you feel about the ability to transcend borders and The brand has been playing an way football has gained connect people. In addition to the personalities around the world, influential role in almost every momentum in India, and global marquee events, sport is Hero has a brand presence in football tournament and league where it is going from also one of the essential elements not just the 37 countries that in the country, as well as, a few here? of Hero’s CSR platform in the we operate in, but also other abroad. To understand more Football is arguably one of the form of project ‘Khelo Hero’ (Play geographies such as the US and about this, we got in touch with fastest-growing sports in the Hero). Europe. Bharatendu Kabi, head – corporate country, and there are resources To encourage sports at grassroots, Hero MotoCorp has been a communications, Hero MotoCorp, available to support it. In just five we have made considerable partner of the popular Spanish who leads the brand’s sports years, the Hero ISL has inspired investments to build necessary team Atletico Madrid. Argentine associations. In this interaction millions of youngsters across the infrastructure at schools in rural legend and coach of Atletico with Debashish Chakraborty of country to take up the sport. areas. Supporting professional Madrid Diego Simeone and the afaqs! Reporter, he talks about Football has made huge strides paralympic athletes to prepare popular Colombian defender Hero’s long history with football, not just in the traditional bastions, and participate in international Yerry Mina are Hero brand recent associations, marketing but also in other parts of the events has also been a priority. ambassadors. opportunities leveraging sports, its country. These ongoing associations sports-dedicated CSR platform, As a long-term supporter of the Going forward, where do have allowed us to create and more. game, we remain committed to you see Hero MotoCorp’s experiential events for our contributing towards the growth engagements with stakeholder groups and reach out Edited Excerpts: of football in the country. various disciplines of to them in a captivating manner. Hero has had a long sports? For example, during the run- association with Indian What kind of As I mentioned, Hero MotoCorp up to the FIFA U-17 World Cup, football. First, as the opportunities do big has always been at the forefront where Hero MotoCorp was a title sponsor for ISL and sports properties of driving innovation in sports ‘National Supporter’, we organised I-League, and now, as a provide to corporates for that not only engages the target a nationwide ‘Trophy Experience’ Presenting Sponsor for reaching out to their TG? group, but also brings newer Tour, where fans had the Broadcast of PL. Just a Hero MotoCorp is one of the audiences to follow the game. We opportunity to witness the actual happy coincidence? biggest corporate promoters of will continue to create and drive winner’s trophy in person. The I wouldn’t call it a coincidence. sports across the globe. Thanks unique engagements at various initiative garnered massive support As you know, Hero MotoCorp to our association with marquee levels. n from over a lakh football fans who is one of the biggest corporate sporting events and sports

6 afaqs! Reporter, November 16-30, 2 0 1 9

MARKETING BALAJI WAFERS “We Believe in Selling a `15 Product at `10” As the Gujarat-based brand plans to grow nationally, here’s what Jay Sachdev, manager, marketing, has to say. By Ananya Pathak

ecently, Balaji Wafers — the Gujarat-based manufacturer Rand distributor of potato chips and other grain-based e-commerce. We plan bagged snacks — appeared on our to launch our products radar after it roped in Bollywood soon on Amazon too. But actor Ayushmann Khurrana as its that’s our second priority. first-ever endorser. After its last We first want to clear the marketing outing in 2005, the Virani base on-ground.” Group brand has now launched a set of three 30-second-long TVCs, EXPERTS SPEAK conceptualised by Mumbai-based Says Lloyd Mathias, Publicis Beehive. “We want to an angel investor and What started in 1974 from business strategist, the canteen of a cinema hall in establish ourselves “Ayushmann’s broad Gujarat, has expanded to markets in as a national brand. appeal as an earnest, down Maharashtra, Uttar Pradesh, Madhya to earth, no-nonsense Pradesh and parts of Rajasthan. Says The TVC and actor will help Balaji drive Jay Sachdev, manager, marketing, getting Ayushmann home their ‘better value’ Balaji Wafers, “We have a strong foot proposition as evidenced in the West zone. In these markets, on-board are steps by their tag line: Kam we have a good presence in both in this direction.” Garam, Gathiya); and ‘Western hawa, Wafers zyaada and Tier II and III cities. Until now, we Snacks’ (Gippi Noodles, Funne - flavours wah-wah. However, how did not feel the need to engage in JAY SACHDEV Spicy Punch, Hoopers – Masala they use him in their campaigns, will marketing activities. However, we Corn Curls, Scoopitos, Moon be the real test of the impact.” are now looking to expand into the Crunchies - Masala). The products Jagdeep Kapoor, chief managing other markets. We want to establish ago, chips were mainly consumed are priced, starting at `5 and go up to director, Samsika Marketing ourselves as a national brand. The during fasts. Today, it has become `30 for wafers and `60 for Namkeen Consultants, says, “Balaji Wafers is TVC and getting Ayushmann a lame snacking option. Millennials (400gm - family pack). Over the a very strong and well distributed on-board are both steps in this between the ages of 13 and 35 years years, the brand has undergone brand in some parts of India. direction.” consume it the most. We have a packaging changes a couple of times. However, it needs to be strong Commenting on the choice of the variety of products that targets the Apart from retail shops, the pan-India to grow and expand. endorser, Sachdev says, “Ayushmann entire TG.” products are available at D-Mart, The usage of a brand ambassador is well appreciated in Tier II and III Today, the brand broadly Bigbasket, Reliance Fresh and Big helps. The fit of Ayushmann is cities. People see a connection with categorises its 40-plus products as Bazaar. Says Sachdev, “We have a relevant due to his freshness, him given his roles as a small-town ‘Wafers’ (Simply Salted Wafers, strong presence offline. Our brand youth, unconventional choice of guy in many of his movies. Our main Masala Masti, Tomato Twist, aims to provide good quality at a roles and likeability. The brand market is in the north – Rajasthan, Chaat Chaska, Cream & Onion); good price — value for money. We personality of Balaji Wafers will get Gujarat, UP, Bihar, Haryana, and ‘Namkeen’ (Yumstix, Khatta Mitha believe in selling a product worth a contemporary boost.” most of Ayushmann’s movies are Mix, Rajwadi Chevdo, Chana Jor `15 at `10. We are diverging into Sita Lakshmi Narayan Swamy, a based out of these cities. He resonates brand and consumer expert, says, well with our target audience.” “Distribution is likely to be a major Balaji considers millennials as the Today, the brand broadly categorises its factor in its eventual failure or major target group. Sachdev says the success, especially since it is pitted brand targets everyone from school 40-plus products as ‘Wafers’, ‘Namkeen’, against PepsiCo and ITC, who have goers to collegians and first-time and ‘Western Snacks’. extremely strong and established jobbers. “Chips consumption has distribution networks across India.” n changed over the years. 20 years [email protected]

8 afaqs! Reporter, November 16-30, 2 0 1 9 #vdonxtasia

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CONFERENCE | EXHIBITION | AWARDS 4th Edition

ANNOUNCING THE 4TH EDITION OF INDIA'S LARGEST CONVENTION ON DIGITAL VIDEO

JANUARY 29, 2020 | MUMBAI

For Sponsorship: Samarjit Singh: +91-9811436040 For Everything Else: Isha Dara: +91-9711084406 ADVERTISING KNORR Knorr Breaks Mom-Kid Routine The new ad, featuring Bollywood director Karan Johar, has completely ditched the ‘mom-kid’ narrative and its positioning as a quick solution to hunger for kids. By Abid Hussain Barlaskar

he latest ad film for HUL’s a bit self-indulgent, works because soup brand Knorr features of the self-deprecating humour that TBollywood actor and director Karan brings to the table. Will the Karan Johar. But that’s only a part deliberate intent to go over-the-top of what’s new. Titled ‘One Night without crossing the line, work for With Karan’, the new commercial is the brand? Only time will tell,” adds a pleasant break from the brand’s past Kansal. ads that were targeted at mothers for Gulshan Singh, national planning so long and had cemented kids as the director, FCB Interface, says, “Knorr brand’s core consumer (like Maggi). is up-aging and how! It’s a definite This time, the ad, crafted by Lowe shift from the ‘mom and child’ story Lintas, gave the ‘mom’ and ‘child’ that has long defined Knorr, while plot a complete miss. staying within the ‘restaurant-like Also, the choice of Johar as the food at home’ proposition. Also, face and the brand going ahead with a narrative that hints at his idea was to tell newer stories in sexual orientation is unusual. In the category. To explore fresher the ad, Johar prepares soup at 3 characters and situations. While a.m. for a friend (actor and model doing these, the focus was still to Aashim Gulati) who arrives at his land our proposition of ‘restaurant- door wet and cold. The KJo visuals like soup’. Hence the story is focused include the stereotypical effeminate on an occasion where it would be characteristics usually associated impossible to get ‘restaurant soup’ with a gay person. It is interesting yet Karan manages to make it with how the campaign banks upon Knorr.” Johar’s popularity and common conversations that take place around EXPERTS SPEAK his sexual life and orientation. It Naresh Gupta, chief strategy wouldn’t make sense to the ones officer and managing partner, Bang who are unaware. in the Middle, says, “It could have “Karan Johar is someone who been much sharper. Somehow, embodies emerging progressive hunger fixes is the new element overtly calling out ‘Chicken Soup’ is cultural shifts and we are delighted to While the new ad has and that’s a welcome element. rare, most Indian food brands tend have him as our brand ambassador,” Karan Johar and his portrayal will to play safe and stick to vegetarian an HUL spokesperson says. given ‘moms’ a miss, be the buzz on social media, but his options. Overall, a brave move by Knorr’s associations with ‘moms’ it has retained another portrayal is there and yet not there. Knorr. The look and feel is more is at least a decade old. The first ever May be there is a second TVC on its like a coffee commercial — perhaps tagline for the brand was launched in of its core propositions way that builds on this.” no coincidence considering Karan 2009 and it had a ‘mom’ connection. — that of ‘restaurant- Navin Kansal, chief creative Johar’s Nescafe work from a few The tagline was ‘Tummy bhi officer, 21N78E Creative Labs, years ago. It makes Knorr older, and khush, Mummy bhi khush’ and was like soup’. With an says, “It’s a fun, lighthearted take shifts the emphasis on the social launched in a campaign featuring all-adult commercial, on what seems to be the ‘flavour’ setting rather than the nutrition and veteran Bollywood actor Kajol. of the season viz. celebrating same- ingredient focus that Knorr has long Around 2015, the brand was also the brand could also sex relationships. Knorr pretty much been consistent about.” positioned as a quick remedy for occupies the numero uno slot in “This is probably the most untimely hunger in kids with the be positioning itself as people’s mind when it comes to the encouraging part of the ad — a tagline ‘Choti bhook bye bye!’. The a solution to untimely premium soup category. While it is ‘wholesome’ brand such as Knorr campaign before the current one definitely a departure from the kind endorsing, even subtly, a departure featured chef Pankaj Bhadouria in adult hunger. of mom and kids advertising it has from the heteronormative world the avatar of a ‘mom’. done in the past, it can afford to take view of Indian advertising (outside While the new ad has given for me, it loses zing somewhere in the stance and expand opportunities of much smaller brands such as ‘moms’ a miss, it has retained another between. It could have been a much for consumption — be it time of Anouk). It’s a bold move, and can of its core propositions — that of more memorable commercial than the day or rather night and social gain them either lots of bouquets ‘restaurant-like soup’. With an all- what it is. For the brand, though, occasions.” or brickbats. Also, we must keep in adult commercial, the brand could there are elements in the ad that are “Karan, far from being in a soup, mind, that message comprehension also be shifting/diversifying its TG built on some past and some new seems to have had a whale of a time. amongst audiences that are familiar and positioning itself as a solution to things. Knorr is about snacking in In keeping with his real life persona, with Karan Johar’s presumed sexual untimely adult hunger too. between meals, and that comes across he relishes getting his leg pulled. The orientation will be different from Speaking on the new ad, a Lowe clearly. The product is something narrative in this commercial, while those that aren’t,” adds Singh. n Lintas spokesperson says, “The that singles stock at home for quick laced with innuendo, and at times [email protected]

10 afaqs! Reporter, November 16-30, 2 0 1 9 ADVERTISING

FORD “We’re Taking Gossip Head-on” Rahul Gautam, VP, marketing, on why it was necessary to repeat the messaging, and more. By Abid Hussain Barlaskar

mong the latest ad films from auto brand Ford India is a Acommercial that doesn’t talk about any of its vehicles. The ad also doesn’t speak about any of the brand’s services. It has been crafted and is being promoted with a specific purpose — to bust a myth. The comic video, featuring actor Vijay Raaz, is aimed at busting a ‘myth’ that Ford vehicles come at a high cost of maintenance. Titled ‘Facts And service costs are a very small vs Gossip’, it is also an extension of reason towards that end. When Ford’s ‘Myth-Conception’ campaign you have a weakness, real or from 2017. The ad films have been imagined, why would you give crafted by GTB, WPP’s dedicated it legitimacy by talking about it agency for Ford. in mass media? It is much more On why it was necessary to repeat effective to handle it on ground the messaging. Rahul Gautam, VP, with real actions. May be create marketing, Ford India, says, “At communication around what has Ford, we have worked relentlessly to been done, for example, actual ensure that Ford service cost is not tests done with Ford consumers just transparent, but also competitive who should’ve featured in the throughout the lifecycle. The latest ads. Also, what is the difference campaign reinforces this message in between servicing a Ford car and a lighthearted way. The campaign another company’s car? Hardly is part of Ford’s ongoing strategy to anything to compare and make a break stereotypes and ill-informed difference about.” notions about our cars and extends “The previous campaign than focus on what in my mind is a brand really succeeded in proving the innovative storytelling around is also like a knee-jerk and slighty non-issue,” Sheikhawat adds. that all those stories about Ford’s cost of service that kickstarted in 2017. panicky response to what is not really Creative consultant L Suresh says, service costs are just tall tales? Or What makes this campaign unique is “It is a bit strange that a brand focuses is it expecting potential customers Ford’s ability to take gossip head-on repeatedly on a ‘perceived problem’. to do the sleuthing and find out for and shut down its critics through Titled ‘Facts vs If Ford’s exorbitant service bills are themselves? What Ford has done is compelling facts — something that Gossip’ and featuring a myth, where did this myth start? Is call attention to a problem and not needs to be done consistently given there an element of truth to it? Also, offer a real solution to it because, it’s the world we live in where we end actor Vijay Raaz, the if it’s such a serious problem that just a myth. What it needs to do is put up believing everything that is told.” ad is also an extension requires targeted communication, an end to the issue in a way that next The film is targeted at customers there are two questions. One, can year, it wouldn’t have to come up who “consider a Ford, but hold back of Ford’s ‘Myth- communication alone solve this with another ad for this.” because of ill-informed/malicious issue for them? What about word of Says Anjali Malthankar, national gossip”. It also aims to help Ford Conception’ campaign mouth — reviews on various social strategy director, Tonic Worldwide, owners to take gossip head-on and from 2017. media platforms, customer forums “This is a typical case of perception present facts to feel proud of their and search engines from existing correction. This campaign continues decision to invest in a Ford. customers? Isn’t that the first place a to draw attention to the negative/ a strong perception amongst people. potential customer checks out before problem than the positive, just like TURNING TO EXPERTS Even people who didn’t know this as buying anything? And two, can a lone the campaign from 2017. While Samar Singh Sheikhawat, a business an apparent issue now know about it. film carry so much of responsibility the execution route is completely consultant (former CMO of United One more reason not to buy a Ford. on its shoulders?” different, the strategic route is Breweries), says, “I think Ford has An iconic brand such as Ford needs “The core thought here is ‘question the same — myth-busting. The bigger problems than an apparent to drive the legacy and the success of before you believe it’, which is a campaign could have focused more high service cost perception. People their various models from the Ikon to lot closer to the original objective on ‘surprisingly affordable’.” n are not buying cars, not just Fords. the Ecosport to the Endeavour, rather of the communication. But has the [email protected]

afaqs! Reporter, November 16-30, 2 0 1 9 11 MR. SOOTHSWAYER

INTERVIEW KARAN BEDI MX PLAYER

aunching a streaming service on a platform that already has 275 million monthly active users is an unusual proposition. But that’s what MX Player, originally a video player – an app which can play any kind of external video file – “WE TREAT EACH Ldid when it entered the content streaming game, in February this year, 18 months after Times Internet acquired it from Korean tech firm J2 Interactive for around `1,000 crore. While its rival streaming platforms are investing in customer acquisition, MX Player’s challenge is conversion; PIECE OF CONTENT if the team gets all its existing users to watch content on the platform, it would be among the top two platforms in the country, alongside Hotstar, ZEE5, SonyLIV, among many others. Earlier this month, MX Player raised $110 million LIKE A PRODUCT” (around `800 crore) led by Tencent and Times Internet; the plan is to pump it into content, marketing and in the expansion of the platform’s entertainment horizons. We MX Player recently raised $110 million. spoke to Karan Bedi, CEO, MX Player, on the occasion. Bedi, former COO of Eros Now, a subscription led An interview with CEO Karan Bedi. video on demand platform, joined MX Player in October 2017. The team is over 300 employees strong. By Anirban Roy Choudhury MX Player boasts of a repository of 200,000 hours of content spread across TV and films. MX has inked content

12 afaqs! Reporter, November 16-30, 2 0 1 9 Normal Logo Reverse Logo

COVERSTORY sharing partnerships with TVF, Arre, While obviously Tier I cities are what you want them to... Viacom, SunNXT, SonyLIV amongst very important for us, as they are No, that’s not true. It’s actually the others. Presently, 15 of its Originals are for any internet service in India, the opposite. If there were no algorithms, streaming on the platform. penetration that MX has in Tier II Normal Logo you would put a particular show up and Reverse Logo Edited excerpts: and Tier III, and beyond is actually distribute it to a particular audience. fantastic… that’s where real growth But recommendation engines work It’s been a year since MX Player in consumption comes from. In India, such that whenever it spots a trend, it was launched in India - how has we believe consumption of media and fuels it with relevant content. Part of it the journey been so far? entertainment is a supply constraint is system-led, but part of it is human- We soft launched last October problem and not a demand constraint led too. Recommendation engines and then formally this February. It one. As more and more content is help discover niche audiences for has been a great year. Initially, the created, consumption will increase. content – audiences you thought did thought was – let’s take this very We have 200-odd million TV not exist – and then it blows them up. large distribution platform, which is a sets in India; there are nearly 500 Recommendation and personalisation video tool, and convert it to a service. million 4G enabled smartphones are key to our plans. We have gone from a streaming user and that number is growing. A M la er a uired base of zero to becoming the second- lot of people, who never had the b Times Internet In the OTT ecosystem, ‘paid for’ largest streaming platform in the chance to consume entertainment, OCTOBER content is perceived as premium, country, on pretty much every metric. are now accessing it through whereas free is perceived as smartphones. We penetrate markets So t laun h as cheap. What’s your definition of What’s the metric that matters that are most underserved when it a streaming lat orm premium content? most? comes to media and entertainment. OCTOBER AVOD, SVOD – that’s your way There are two big buckets that you of looking at things, not ours. need to look at – reach and engagement. What kind of audience groups Typically, the way the industry ormal laun h On the reach side, the platform, are you focusing on? defines premium is by looking at globally, has more than 275 million We focus on the audience we EBR AR how much money has been spent monthly active users across 200-plus have… we have different types of on it – the kind of production value, countries. Seventy per cent of that user content. We have the largest collection Strength o the team the faces, the set, location, effects... base is in India. Engagement is about of TV shows in India, 12,000 movies, be ore the a uisition Today, in the market, (OTT) the ESS T AN shows are in the `30-40 lakh per ENGINEERS episode to `5 crore an episode range, “We have the largest may be even more in some cases. Strength o M la er But in this business, you can make good quality content for a low amount collection of TV shows global team now ACROSS INDIA, of money, which can be very good, and you can spend a lot of money too. in India, 12,000 movies, SINGA ORE, Our promise is – we will provide the largest number of OREA, AND C INA premium content to our users. und raised so ar Speaking of ad supported OTT, web series in the country.” MI ION what’s your competitive edge in AC IRED B the market… how many of them are streaming and the largest number of web series in TIMES INTERNET Reach for one. Our penetration for how long… we are happy with the India. All of it is targeted to different MI ION is much deeper compared to others, numbers. A good way to judge any audiences. With the kind of scale we B TENCENT especially in Tier II and Tier III service or consumption platform is have, we can target multiple audiences markets. ‘time spent’ and on that metric, we’ve at the same time. One of our large Monthl a tive users Our scale is quite unique, not just grown 4X in the last six months. shows ‘Hey Prabhu’ was targeted to a in video, but among internet apps in globall Tier I audience. Shows like ‘Amateur’ general. We have TV content and are MX Player raised around `780 and ‘Hello Mini’ are targeted to both, MI ION also creating and acquiring content, crore ($110 million) recently. a Tier I and Tier II audience. which is otherwise not available Are you planning to acquire The reality of the matter is, you Monthl a tive elsewhere. We also have video and platforms? do your best to create a piece of users in India display advertising on our platform. There are no platform-related content and it will find its audience. MI ION acquisition plans whatsoever. We Sometimes, you feel a particular type … and are you trying to snatch ad have raised funds to be able to do of content will fare better with a Average time s ent share from other platforms – or what we do best – that is, to give users particular audience, but when you put er user do you see new money coming the content they want to watch. We it out there, you may see that it has MIN TES into digital? already have video and music available done equally well within a group you It is going to be a combination of on the platform and are planning to didn’t think would appreciate it. both. Let me put it this way, digital expand to games. video advertising is growing very fast, So, we will continue to invest Tell us about some of the How do you mean? and TV advertising is growing too… in producing and acquiring good surprises… Punjab is the leading state for the so there is new money coming into content, in communicating to our We have been surprised multiple uptake of our Turkish content. That’s advertising. I see enough money in audience about the content we have, times. Besides our Originals, we’ve the beauty of it… you do your best to the space for everyone to co-exist, and in technology and personalisation. done a lot of other content, for instance create and acquire the kind of content but, of course, there will be some Also, remember, a third of our user our non-English international shows; you think is great and it will appeal to movement (of ad share across rival base resides outside the country, so, take for example our dubbed Turkish your audience. platforms) too. we have global expansion plans too. content in local languages – we expected a certain amount of uptake, But in a world driven by data and Google and Facebook continue Which pockets in India do you yes, but where it has come from and recommendation engines, how is to dominate digital ad spends. get most of your traffic from? how it is doing is amazing… that possible? People only watch Isn’t it a massive challenge for

afaqs! Reporter, November 16-30, 2 0 1 9 13 COVERSTORY you to get a share? We have scale and hence AVOD makes sense as a business model for “As a us. It is true that Google and Facebook are dominant when it comes to digital business, video, but if you look at digital video advertising, that equation is changing we’re in a very fast. Our overlap with the ‘Google good place. and Facebook app installed user base’ is much lesser than that of our competitors. So, there are lots Eventually, of people that you can get to only through us. there will be What about the CPM rates, which a smaller are under immense stress? Look, obviously we would like number the rates to be higher like everybody else would. There was a massive spike in demand after Jio happened; of larger consumption went up almost 20X. Digital video advertising is growing platforms and at 50 per cent a year, which is a lot for any market in the world, but it is we would like obviously not 20X. Demand (for content) is growing at a normal rate and advertising is to be one of catching up. Advertising as an industry is not going away; advertisers will the largest in advertise to their consumers, so we are happy being an AVOD platform. the market.” Having said so, going forward, we will As a business, we’re in a good place. evaluate other models. Eventually, there will be a smaller number of larger platforms and we What are your plans in regional would like to be one of the largest in markets? the market. Who else will be there…I We have already made shows in don’t know. Tamil, Telugu, Gujarati, Marathi, When it comes to monetisation, Punjabi and Hindi. Apart from we are at par with our targets and in that, we have acquired content in some categories, we are exceeding 11 languages, including Bhojpuri, many billboards… not necessarily market each show in our targets. The whole industry is in Kannada, Malayalam, English and (Laughs) We already have a giant a big manner in Mumbai. For one of ‘investment mode’ right now. And I others. We are making shows in base of users whom we can market to our shows, recently, we did a large would say profitability at an industry Bhojpuri and more in Tamil… in while they are on the platforms. Along campaign in 15 smaller towns – Patna, level is not that far away. Stability fact one of our biggest shows outside with that, we do traditional marketing Kanpur, Lucknow, Ahmedabad, is now emerging in the system. of Hindi is in Tamil. In the next 12 and also market our content across Ludhiana, and the like. You don’t see months, we will have created content digital and social channels. any other platform talking about these Last, how long before you break in 10 different languages. We treat each piece of content markets but they are very big ones. even? like a product, that is, we understand At least a couple of years from You have to market over 20 shows the audience for it and then create a How is MX placed in terms of now. n a year, but there are only these marketing plan around it. We may revenue and targets therein? [email protected]

2400/- 2016/-(inclusive taxes). 4800/- 3495/-(inclusive taxes).

14 afaqs! Reporter, November 16-30, 2 0 1 9 MARKETING

VEET Veet Sets Eyes on Men

Actor Kartik Aryan has been roped in as the new face of the brand in India. By Dolly Mahayan

eet, the depilatory brand for very big segment and growing well, women, has now forayed into clocking a growth of about 14 per Vthe male grooming category cent compared to last year. We are in India. Currently, it has 50 per cent aiming that the men’s category will market share in the hair depilatory grow substantially faster than the segment. Globally, the brand has a women’s segment.” strong presence in both the female On why the brand entered late and male depilatory segments. when other companies are already Hair removal products are gaining quite prominent in the space, he popularity among men, which, in said, “We are not late, for us this turn, is expected to drive the market is the right time. You see lot of that the endorser needs to be relevant has started emerging better. Though in the next few years. According to offerings in the market, but nobody and true with the objectives of the in rural areas we have a smaller brand. When we get a popular face, pocket size, it has picked up fast,” India’s male grooming industry is set to grow at they should embody the values and said Duhan. benefits of our brand, only then Does TV give a better reach than an annual rate of about 45 per cent. would we go ahead with such a digital and other mediums? Duhan partnership. Hence, the celebrity said, “For marketers, TV is on an ASSOCHAM report, India’s male has taken up the charge to grow the gives the brand mass scale awareness, priority because it measures the reach grooming industry is set to grow at male hair depilatory segment per se. but ultimately the brand’s idea and number. Other mediums are not an annual rate of about 45 per cent. As a brand, we need to create a habit proposition will make it succeed.” robust like TV. The dilemma among The global hair removal products in the market for the usage of Veet The brand’s TG is those between marketers is where to put the money. market size was valued at $2.2 billion among men.” 18 and 30 years of age. “In the initial At Veet, we always look at where in 2018 and is expected to expand at The brand has roped in actor Kartik days, the appeal is going to be limited the customers are, the measurability a CAGR of 5.5 per cent from 2019 to Aaryan as the brand ambassador by the extent of distribution the part comes later. Yes, we’re present 2025, as per media reports. and has launched a campaign titled product has. As the distribution on TV, but our TG is more on Pankaj Duhan, CMO, RB Health #FindYourSexy. Duhan explained grows, the product will first come digital medium. We have witnessed South Asia, told afaqs! Reporter, the reasons behind roping Aaryan, to metro cities and then to tier cities. multifold increase in digital media “The male grooming sector is “The key differentiation to choose North and West India have been spends as compared to TV.” n growing at 5,000 crore per se, it’s a him compared to anybody else is strong market for Veet. South India [email protected]

GROUPM enables us to do exactly that: we can connect brands with relevant, authentic influencers and publishers that have the power to help a brand achieve its objectives.” GroupM to Launch ‘INCA’ Tool With INCA, the company hopes to shape the It will help brands to find valuable and authentic content creators. influencer marketing ecosystem for the better, and help brands in terms of finding valuable and By Dolly Mahayan authentic content creators. INCA’s proprietary technology platform roupM, WPP’s media investment help improve content quality and provides unique creator management group, will shortly launch brand safety. and audience insights, fraud Gits influencer marketing solution ‘INCA’ INCA is currently available detection, workflow tools, in India. A source confirmed that the development in Singapore, the Philippines, content amplification, and is currently in beta phase. INCA connects brands Thailand and Indonesia. It will detailed campaign reporting to a network of trusted publishers and influencers be accessible to more APAC dashboards. It leverages a to create and promote content across social media markets by the end of 2019. proprietary algorithm that uses real-time data platforms and drive brand engagement across “To guarantee effective marketing, advertisers to source, curate, and match influencers and digital platforms. must carefully interrogate available data on publishers to a brand’s campaign objectives to With the help of this newly-built platform, their partner influencers and their campaign deliver the most credible partners and content for advertisers will be able to verify influencers performance,” said Mark Patterson, CEO, the greatest impact. n and the campaign management process will GroupM Asia-Pacific, in a statement. “INCA [email protected]

afaqs! Reporter, November 16-30, 2 0 1 9 15 ADVERTISING IMAGICA Rollercoasters vs Binge Watching A set of ads reiterate its new brand positioning as ‘India’s biggest amazement park’. By Aishwarya Ramesh

nline video streaming has changed the way people Ospend their time and, therefore, earned some unlikely competitors, one being, the amusement park and theme park sector. Imagica is a theme park located between Mumbai and Pune. It recently released a set of ads to (Top) Imagica’s ads on a bus in reiterate its new brand positioning Mumbai; and (left) Imagica’s OOH ad as ‘India’s biggest amazement park’. The campaign has been conceptualised to bring out Imagica’s consumers take the initiative to do extensive entertainment offerings. outdoor activities, but we have seen Extending beyond rides and thematic an increasing trend of people visiting shows, activities at Imagica also the park or during long weekends include high-energy acrobatic stunts, apart from these times.” He calls it interactive dance performances, and the ‘long weekend phenomenon’, street magic. which has led to an increase in The ads comprise a set of footfalls, year-on-year. customised, YouTube pre-roll ads. Since customer interests on the EXPERTS SPEAK digital world are varied, these ads call Prachi Bali, business head - North, out the customer’s specific search FoxyMoron, says the campaign is or interest term such as “movies”, targeted towards the most popular “music” or “standup comedy”, and video consumption patterns on then go on to show relevant ads made YouTube today, such as movie in the context of brand Imagica. These ads emphasise on how routine international parks follow, there is trailers, food videos and comedy. Raveendra Singh, head of ways of enjoyment are boring and can the theme park and there is a facility “From a media spend perspective, marketing, sales and strategy at only be ‘healed’ by Doc.M.A.Zing’s to stay, alongside of it,” he says. it does make sense. They’re trying Adlabs Entertainment, reveals that recommendation of amazement viz., He mentions there’s a Bollywood to target the audience by getting the brief to the creative agency was Imagica.” style attraction called House of their attention using an exaggerated to create disruption in the field of During a telephonic conversation, Stars, which is modelled along the character, which does work positively engagement. Joy Ghosal, co-founder Singh mentioned that Adlabs lines of Madame Tussauds and that for brands occasionally. Today, the and head — creative strategy, Entertainment was founded by the company keeps adding new audience is primarily on digital and Marching Ants, said, “To further Manmohan Shetty when he visited celebrities to attract customers. the brand is hoping to drive this go down the path of disruption, we theme parks across the world He Singh mentions that Imagica traffic to their theme park. Not got onto the most used platforms found that Indian tourists preferred advertises on the OOH medium the best creative effort, but most in the digital world — YouTube visiting theme parks such as for increased visibility and that they definitely a good attempt by a brand and Facebook — and decided to Universal Studios or Disneyland, but frequently use radio spots too. For like Imagica whose only recall so far create an element of surprise just they had no such equivalent in India. him, the main competition is not has been its jingle.” before the audience got to see what “In 2014 or 15, when the first park another player in the market, but his Adds Neharika Awal, group they wanted. We created contextual opened, that’s when the concept of competition is the activities people creative director, Dentsu One, YouTube videos that played just an integrated theme park and resort do while they’re online, such as “Imagica is an experience that before the audience’s desired video. was fulfilled. That’s the model that binge watching shows or watching probably got slotted as a family outing. recipe videos. To try and swing the consumers to an The ads call out the customer’s specific search Singh says that the nature of the experience like Imagica is definitely business is a seasonal one, driven all right. A nice campaign. I would or interest term and then go on to show relevant mainly by summer vacation and love them to remain relevant in the ads made in the context of brand Imagica. the time during Christmas and times to come.” n New Year. “That is the time when [email protected]

16 afaqs! Reporter, November 16-30, 2 0 1 9 INTERVIEW

RAJESH SETHI “We Need Indians in the NBA” f you happen to pass by any outdoor than 25 per cent are non-Americans, this year, basketball courts, you would probably see it is 108, marking the sixth consecutive season Iyoungsters playing box cricket or five-a- that opening-night rosters feature at least 100 side football. Rarely does one see tall, young international players. These 450 players are boys or girls flying across the concrete court spread across over 35 countries, yet there is to reach the basket. This lack of awareness or no Indian playing in the league. This is a affection for the sport is often attributed to the disappointment and a personal challenge for unavailability of role models. Cricket legend me. We need Indians playing in the NBA and Sachin Tendulkar credits the moment Kapil WNBA. If you look at the economic value it Dev lifted the 1983 World Cup as the moment creates, the average earnings is $8 million per that inspired him to hit a straight drive. Prakash season, which means you play there for six Padukone’s All England victory in 1980 inspired months and you get back home with close to India to play badminton. “We need Indians to `60 crore. play in the NBA. That’s my dream,” says Rajesh Sethi, MD, NBA India. He believes it would How far are we from seeing an Indian give basketball-awareness in the country, a well- playing in the NBA? needed boost. We have coaches from all over the world The National Basketball Association (NBA) stationed in India since over three years now. is a professional basketball league in North We have identified 24 talents who stay 24/7 America made up of 30 teams playing each other, with us. We are grooming them, not only home and away. Sethi, former CEO of Essel “If I segregate digital their game, but also their personality. We have Group’s sports broadcaster Ten Sports (now and linear viewership English teachers teaching them the language sold to Sony), joined NBA in September this so that once they go to NBA, they understand year. afaqs! Reporter interviewed him recently. as two separate what the coaches are trying to communicate Edited excerpts: mediums, I could see during the time-outs. We are making similar investments and identifying women’s talent in From being a broadcaster and distributor the former at the rate India. While we have a date and timeline in our of content to heading the NBA in India, mind, I am a little hesitant to announce it, but how has the transition been? of 100x compared to we see talents from India rocking the global It is like moving to the core. Businesses what I could see at landscape very soon. One name is Prince Paul are created around value propositions. Sports Singh, he was with us in our academy in Noida content is the backbone of sports broadcasting linear television.” and now he has moved to the global academy and then how you monetise the sports content RAJESH SETHI in Australia. through syndication, distribution, ad sales and all. Here it is talking about the core proposition and online. We are present as NBA corners Is NBA planning to start a professional itself and building the complete business around in 750 brick-and-mortar stores, as well as on league in India? basketball. NBA, as a brand globally, is not Flipkart and Myntra too. The NBA is to basketball was BCCI or only basketball, but also about lifestyle, passion, ICC is to cricket. NBA has the resources and celebration and fun. What are the sources of revenue for the the knowledge to create intellectual properties NBA in India? as we have been doing this for so many years What does India mean to the NBA Merchandising is an important source for us. across the world. There is a potential to do headquarters in New York? Next is content and media distribution, which a basketball league in India and would help A lot! Outside North America, India is one is often called media rights, and we have linear enhance the interest of the game among Indians. of the key focus markets for the NBA. We see television and digital under it. The latter is The creation of a professional league would help a huge potential in the country and the best gaining a lot of prominence in the country. At us inject Indians into the NBA. thing is basketball, as a sport, doesn’t need great this stage, with Facebook, YouTube, Amazon investments in terms of infrastructure. Looking Prime, Hotstar and others, digital is as powerful Are you happy with the television viewership at India, as a population of 1.3 billion and a a business line as linear television is. We have of NBA in India? As a former broadcaster, country that is passionate about whatever they a large d2c business in the country, selling what do you make of the numbers? do, I think basketball and NBA fit the bill very league passes with six-digit-plus numbers in I look at viewership from the factor of ratings well. In addition to that, we are seeing a huge that space. In addition to this, we are looking at and then I believe in dissecting those ratings and interest in merchandise, which I like to call the some unique programming, we have something getting into the markets. NBA definitely has lifestyle that NBA products offer. called NBA Studio and we have done some some very strong pockets of viewership. There India specific programming too. For us, all this is a definite room for enhancing this viewership. Are there particular categories of merchandise comes under media and content distribution and If I segregate digital and linear viewership as two that Indians are warming up to? all four of them are individual revenue streams. separate mediums, I could see digital viewership We have tie-ups with global brands when it at the rate of 100x compared to what I could comes to basketball shoes, caps, T-shirts, jackets, What are the chances of an Indian featuring see at linear television. Remember, television bags. We have a multimillion dollar business in in the NBA? viewership is also an outcome of the reach of the the country already and we are now focusing Four hundred and fifty players play in the distribution platform. n more on it. We are into, both, brick and mortar NBA league every year. Out of that, more [email protected]

afaqs! Reporter, November 16-30, 2 0 1 9 17 ADVERTISING COFFY BITE Coffee-Toffee TVC is Here Confectionery marketer Lotte India just launched an ad campaign for its iconic toffee brand Coffy Bite. By Abid Hussain Barlaskar

fter a decade sans advertising, confectionery marketer Lotte AIndia just launched an ad campaign for its iconic toffee brand Coffy Bite. The campaign, a mix of director, L&K Saatchi & Saatchi, four films, resuscitates the brand’s says, “It’s a brand asset and idea original ‘coffee vs toffee’ argument that the brand was built on. The and aims to evoke nostalgia with its obvious con is that that you will new ‘coffier vs toffier’ proposition. always be compared to the original. Ironically, the old proposition, which Lovers of the original (like me) will was created in the early ’90s, was pin you like an X-ray report to a dropped and was replaced by various lightbox and dissect you! Second, other taglines over the years. The while the original might have been new ads are built around modern day a huge success, everything needs to topics such as social media, binge- be judged in its context and time, watching and e-commerce. The last especially the brand of humour. The national campaign was launched in pros are the fact that nostalgia is September 2009. always a welcome emotion. People Coffy Bite was launched in 1987 will rally around the familiar, things by Parry Confectionery, then owned that remind them of their childhood by Chennai-based conglomerate point. In 1996, Perfetti’s Alpenliebe with others in the space, Coffy Bite days and Doordarshan. Returning to Murugappa Group. Parry was (caramel candy) entered India and is in for a head-on collision with a brand idea that worked sometimes taken over by South Korean Lotte Coffy Bite’s price was increased to Indonesian origin coffee-based helps to revisit its values and Confectionery (part of Lotte 50p. Post 1997, the hike in the excise candy Kopiko, its only major rival in strengthen its core.” Corporation) in 2004. duty and Parry’s bad investments in a duopoly like situation. Vishal Mittal, group creative Venkatesh Parthasarathy, a couple of products, resulted in the South India (Tamil Nadu, Andhra director, Dentsu One, agrees with marketing head, Lotte India, reveals company running into deep red. Pradesh, Karnataka) accounts for Malkani’s thought, saying, “If the that the brand has been through “We initiated a brand architecture 35 per cent of the brand’s revenue, campaign is really memorable, several highs and lows and has study in December 2018 to study followed by the north (mainly Uttar people will remember it. A certain survived the test of time. And while brand relevance in the Lotte India Pradesh, Punjab) at 32 per cent, east nostalgia is attached to it. Which the brand was available in the market, portfolio, which includes brands (Bihar, Jharkhand) at 17 per cent compels them to try it again. It’s no marketing efforts were made. such as Coffy Bite, Caramilk, Lacto and west (mainly Maharashtra) at like, if it has worked in the past, Explaining why Coffy Bite hid in King and Lotte Eclairs, apart from 16 per cent. Coffy Bite is limited to it will work now too. Most of the the background, he says, “Apart from commercials in the campaign are the confectionery business (acquired The campaign, a mix of four films, targeted at millennials. However, I from Parry), we have a cake brand am not sure whether they remember called Lotte Choco Pie from the aims to evoke nostalgia with its new the old Coffy Bite ‘Coffee! Toffee!’ Korean stable. The larger agenda ‘coffier vs toffier’ proposition. argument campaign.” was to build Choco Pie. The bulk of “Talking about the effort,” Mittal the organisation’s investments and BooProo and Spout gums. It was India, with minor distribution to the goes on, “I found it convoluted attention were on Choco Pie and a clear that to rebuild the confectionery Middle East, Nepal and Sri Lanka. and rather lame. ‘Sab kuch badal significant amount of capex (capital business, the starting point should Parthasarathy reveals that the new raha hai’ but Coffy Bite hasn’t expenditure) was directed towards be Coffy Bite. During consumer toffee is softer and chewy, unlike its changed would have made more setting up a factory in 2010. Now interactions, the ‘coffee-toffee’ previous hard nature. The colour sense. Because the way ‘Sab kuch Choco Pie is nearing `300 crore in argument popped up repeatedly as it has also been slightly lightened to badal raha hai’ has been delivered sales and we have also managed to is still well entrenched in consumers’ remove the connotation of dark has sadness, disappointment and come out of the red in the last two memory,” says Parthasarathy. coffee. “The taste has remained the nostalgia attached to it. But when years.” Lotte India now aims to reclaim same,” he stresses. it comes to Coffy Bite changing, Parthasarathy divulges that Coffy a position in the close to `10,000 tone suddenly gets euphoric, which Bite did “extremely well” from 1990 crore Indian confectionery market. SO, DOES IT CLICK? makes it convoluted.” n to 1996 while selling at the 30p price Apart from the overall competition Rohit Malkani, national creative [email protected]

18 afaqs! Reporter, November 16-30, 2 0 1 9 ADVERTISING PROJECT STREEDHAN Taking the Peppy Route to PSA The new ad asks urban women to consume more iron-rich foods. By Abid Hussain Barlaskar

he new ad (that everyone Ramanuj Shastry, former chief is talking about) for Project creative officer, Saatchi & Saatchi, TStreedhan #InvestInIron, a and co-founder and director at CSR initiative by DSM Nutritional Infectious Advertising, says, “The Products, a Dutch MNC, is a ad doesn’t look like a classic PSA healthcare advisory at its core. The communication, which is a good film, targeted at urban women, asks thing. Being all preachy and them to consume more iron-rich gloomy doesn’t always cut it. It’s foods. Reports indicate that India has very contextual, coming at a time the highest prevalence of anaemia — when everyone is gold-obsessed and with half the female population in making people think about the iron India being anaemic. in their women. So, the ad does get The minute-long film features its message across. The sensuous brightly clad models relishing food quality of the track and visuals makes backed with a peppy folkish lyric. The it stand out.” music has been directed by Debasis Shome and sung by Madhupourna Ganguly. The campaign, crafted by FCB Ulka, was launched during the Diwali-Dhanteras season. The film urges women to take a step beyond investing in gold and invest in their own iron, i.e., eat more iron- rich foods and get rid of anaemia. ‘Streedhan’ in the Indian religious and cultural context means that the wealth or belongings that a woman has earned or received as gifts, which exclusively belong to her. Swati Bhattacharya, CCO, FCB “We like to put Ulka, says, “As communicators we out work that will always like to put out work that will be watched and shared, and be watched and herself. But because of the way it Chraneeta Mann (former not just get a green or a red in has been presented, it seems really Rediffusion Y&R, Leo Burnett), research. Making a public service ad shared, and not superficial. There was an insight co-founder, The Mob, says, “I think or selling a soap doesn’t make much just get a green or a that wasn’t flushed out properly and it’s great that it doesn’t look like of a difference.” Bhattacharya reveals the narrative could have been built the regular public service ad. The that it started out with the statistic red in research.” better. For now the ad is just the fact that it’s got sensual shots of and the target audience. “A statistic SWATI statement of a fact. It could been great looking women, pampering that reveals one out of two women sharpened and exploited since the themselves and not a man or their are affected means that divides such BHATTACHARYA metaphor of gold was selected.” children is what is getting it noticed as rich-poor, educated-uneducated, “Behaviour change needs strong and talked about. The wind-blown etc., don’t apply.” insight and the target audience needs hair, beautiful lighting all shake the Veneet Raj Bagga, chief creative models had to do a lot of eating to a strong enough reason to accept norm of a public service ad a bit, but officer and director of Onions find the right balance of sensuality. I that the gold isn’t important. Also, all for a good cause.” Creative Media, the house which would have failed if I were unable to it has been such that in our society, “The messaging of investing executed the film, tells afaqs! tilt it towards sensuality.” the more sacrifices a woman makes in iron instead of gold is a great Reporter that unlike CSR films that the better she is in the eyes of the take on Dhanteras. The depiction end up “looking like an apology,” the EXPERTS SPEAK society. Even sacrificing her glass of unapologetic women gorging on aim was to make it look appealing to KV Sridhar, founder and chief connect to the masses. “One of the creative officer of Hyper Collective The minute-long ad features brightly clad models tasks was to match models and their (a cross-disciplinary innovations presence with the rural settings and company), or Pops, as he is fondly relishing food backed with a peppy folkish lyric. then balance the line between sexual called, mentions that the tradition and sensual. Getting the music of streedhan instils a sense of of milk for her family makes her healthy food or fruit, cooking a great track right took almost two weeks. I financial security. “People look at great. The woman doesn’t think that meal for themselves and revelling suggested the line ‘Loha chak le, sona streedhan as providing security to she should have the right nutrients in the power that it gives them ban ja, apna hi tu gehna ban ja’ and their daughters so that she can be for good health or to bear a healthy comes across clearly. The sensuality was worried if it would be approved, financially independent. It is a very child and puts the welfare of her of the visuals reflects even in the but Swati (Bhattacharya) managed to strong concept in itself. The ad husband, in-laws and children before composition of the rustic soundtrack. push it through. The one line brief conveys that the real ‘streedhan’ is her own. It’s not easy to change such I’d say it’s a clear message of women during the shoot was ‘go ahead and in providing good health so that the a mindset. Embarking on such a task empowerment, and it works.” n eat like nobody is watching’. The ‘daughter’ can stand up and fend for needed better homework.” [email protected]

afaqs! Reporter, November 16-30, 2 0 1 9 19 MOST-VIEWEDADS

WHIRLPOOL FULLERTON INDIA MARUTI SUZUKI ACC LIMITED Titled ‘Every day, care’, this television #RishtaSammaanKa is a campaign driven Built around a festive ambience, Breaking stereotypes around women, the ad commercial (TVC) points out to moments of by the narrative of mutual respect, and #GharAayaTyohar campaign presents film showcases a female boxing enthusiast. care within our daily lives. showcasing multiple characters with Maruti Suzuki cars as gifts. different dreams. Creative agency: Dentsu Impact

RELIANCE DIGITAL NEXUS MALLS BAJAJ ELECTRONICS CADBURY In its #MyAsliConnection campaign, The ad film defines Asli Happyness as a Shopping for Diwali? Buy a Bajaj Mixer In this video film, Cadbury keeps the Reliance Digital urges the audience to family reunion, after a character gets a Grinder. The #CorrectYourShopping viewers guessing till the end on what make real time connections with their surprise visit from his parents. campaign wants you to ditch your shopping happens if your family forgets to wish you surroundings. Creative agency: Ogilvy Mumbai confusion. on Diwali.

BAJAJ ELECTRONICS HONDA IGP JOY (NIRLEP PAN TVC) With actor Akshay Kumar sneaking out of Linking Diwali gifts with togetherness, hope In the ad, actress Kriti Sanon take a sly dig Is Bajaj’s Nirlep Pan durable enough? The his house on his new Honda Activa, the ad and love, the ad film presents IGP’s Diwali at the conventional scripts for body lotions. TVC has the product tested by a Gorilla. film calls for a quiet revolution. gift hampers. She would rather have a script that’s Creative agency: Fulcro Communications Creative agency: Dentsu One Creative agency: The Womb simple and authentic.

PETER ENGLAND FLIPKART FASHION MILTON MAKEMYTRIP The festive ad film shows IPL cricketers The ads, featuring actors Alia Bhatt and Ranbir The ad film ‘Kuch Naya Sochte Hain’ Featuring actors Ranveer Singh and Mahendra Singh Dhoni, Dwayne Bravo and Kapoor, promote Flipkart’s Fashion Sale while positions Milton’s thermosteel flasks as Alia Bhatt, the campaign #MyKindaStay Shane Watson sport Peter England’s 2019 answering some questions about it. possible matchmakers. showcases MMT’s comfortable stay options. Diwali outfits. Creative agency: Lowe Lintas and Dentsu Creative agency: Breathless Films Creative agency: MagicCircle Webchutney Communications

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

20 afaqs! Reporter, November 16-30, 2 0 1 9 JOBSWITCH

Post: Senior Copywriter makes the good, great. with the agency’s creative, media Location: Noida Company: Centum Advertising & Experience: 4 to 8 years and technical teams in offline/ Email: [email protected] Marketing Pvt Ltd Location: Mumbai digital/experiential. Ensure timely ...... Profile: Past experience of having Email: [email protected] project delivery. Strong skills and worked for government clients ...... proficiency in using Microsoft Word, Post: Business Development Head and brands at a reputed advertising Excel, Outlook and PowerPoint. Company: The Think Tank agency. Excellent command Post: Key Account Manager Strong project management, good Entertainment and writing skills in English Company: Vritti Solutions Ltd interpersonal and exceptional time Profile: Continually developing and Hindi. A copywriter who Profile: Responsible for sales management skills. your employer’s brand and building can think visually. and marketing, media planning Experience: 4 to 5 years increasing awareness in the Experience: 5 to 6 years and management, key account Location: Mumbai marketplace. Generating and Location: New Delhi management/client servicing, Email: [email protected] seeking out potential new Email: [email protected] business development, team ...... opportunities...... management, MIS/reports/ Experience: 4 to 6 years operations. Post: Client Servicing Executive Location: Mumbai Post: Graphic Designer Experience: 3 to 5 years Company: Thoughtrains Designs Email: [email protected] Company: STIR Location: Chandigarh Pvt Ltd ...... Profile: Possess creative flair and Email: [email protected] Profile: Excellence communications an eye for detail. While here, you ...... and interpersonal skills, good Post: Art Director will have the chance to work on command and fluency in English, Company: Yellow Bus Integrated projects for leading global brands. Post: Senior Business Development understanding the market trends, Services The roster of opportunities extends Manager client’s business and their brand. Profile: Ability to conceptualise, across domains, ranging from Company: CupShup Analysing the client’s briefs and idealise national campaigns: advertising and digital to films Profile: Do you like the thrill of the delivering creative as per the TV, print, outdoor, radio and and events. chase? To get yourself heard and let timelines. Real estate knowledge others. Manage a team of visualisers Experience: 0 to 2 years your ideas do the talking? We look and experience in an ad agency and graphic designers. A strong Location: Bangalore forward to developing something will be an added advantage. sense of design and layouts. A Email: [email protected] beyond business, we believe in Experience: 4 to 6 years strong sense of responsibility ...... long-term relationships, do you Location: Mumbai and brand ownership. too? Let’s build together! Email: [email protected] Experience: 3 to 6 years Post: Art Director, Graphic Designer Experience: 4 to 8 years ...... Location: Mumbai and DTP Artist Location: Mumbai Email: [email protected] Company: Kautilya Multicreation Email: [email protected] Post: Visualiser Pvt Ltd...... Company: Greysell Marketing Profile: Minimum 5-6 years of Promotions Pvt Ltd experience in an ad agency or Post: Digital Marketing Executive/ Profile: Understand creative a relevant field. Qualification Social Media Manager briefs and conceptualise design preferred. Looking for talented Company: Thought Bubbles and campaign ideas. Work closely individuals who share our passion Profile: Manage the strategy with the client and handling team for design; who abhor mediocrity; and setup of all paid campaigns. to achieve brand goals on time. EVEN GOOD CAN! who obsess over details, but think Thorough knowledge of digital Manage tasks and projects big; and who love this madness as campaigns with planning experience responsibly to ensure on-time GET BETTER much as we do. on Google AdWords, SEO, deliveries. Knowledge about Experience: 5 to 10 years social media presentations, typography design and layouts, Location: Mumbai websites, e-commerce. Manage colour theory and rules. Good Email: [email protected] social media community and knowledge in Photoshop, Illustrator...... facilitate ideas. Experience: 2 to 3 years Experience: 1 to 5 years Location: Mumbai TO ADVERTISE, CONTACT: Post: Group Head - Copy Location: Mumbai Email: [email protected] Company: Quotient Email: manoj.motiani@ ...... Shubham Garg Communications Pvt Ltd thoughtbubbles.in Aakash Bhatia Profile: Simply put, thinking up ...... Post: Junior Graphic Designer great ideas and bringing them to Company: India News life with the power of language. Post: Account Manager Communications Ltd To give you a slightly more specific (Client Servicing) Profile: Self-starter who can work To view other jobs in Marketing, idea, there will be campaigns to Company: MX Advertising Pvt Ltd independently and with different Media and Advertising, log on to: conceptualise, headlines to be Profile: Responsible for managing teams. Excellent visual aesthetics. An written, body copy to be crafted brand responsibilities and client integral part, from conceptualisation and presentations to be created. expectations on all aspects of 360 to client amends. All with that unique touch that degree marketing. Coordinating Experience: 1 to 2 years

afaqs! Reporter, November 16-30, 2 0 1 9 21 PEOPLE

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

MARKETING MEDIA

Google & brand marketing, along Mathrubhumi ZEEL Google has announced the with ATL, BTL, community Manoj K Das has joined the ZEE Entertainment Enterprises appointment of Sanjay Gupta management, product Mathrubhumi Group of Publications has reappointed Punit Goenka as its new country manager marketing & consumer as editor. In his previous stint, he as managing director and chief and vice president of Sales and insights building. was the resident editor of Times of executive officer. The decision was Operations for India. Gupta With an experience of more India, Kerala. taken in a board of directors meeting will contribute to Google’s than 18 years in the industry, Das, 48, hails from Kanganzha held on November 5, 2019. ongoing efforts to expand Arora has worked with FMCG in Kottayam. In 1994, he joined The reappointment shall be the internet ecosystem in giants such as Nestle, Pepsico, the New Indian Express. Later, he effective from January 1, 2020, upon the country, driving internet Marico in the past. He has also became Kochi bureau chief, deputy conclusion of Goenka’s current term adoption among consumers worked with brands such as resident editor and then the resident on December 31, 2019, for a further and businesses, and Samsung and Akzo Nobel. editor. period of five years. accelerating innovation. He He has also worked as resident The reappointment will be will take on the role early next Amazon editor with Asianet News, Deccan subject to approval of the equity year and will be based out of Amazon has elevated Anirban Chronicle and Times of India. shareholders, which will be sought Mumbai, working closely with Roy to a new role. Previously, His family includes wife Saritha by way of postal ballot. the teams based in Gurugram, he was head of marketing Manoj and two children. Hyderabad and Bengaluru. at Amazon Devices (Echo, With a career spanning Alexa, Fire TVv & Kindle) nearly three decades, Gupta and now he will also head joins Google from Star and Events & Deals. Roy joined Disney India, where he was Amazon in July 2016 as ADVERTISING the managing director. He senior category marketing played a pivotal role in Star manager - Media. With an Publicis India CEO of Mullen Lintas recently decided becoming the largest media experience of over 16 years Publicis India has announced the to move on from the MullenLowe company in India. in the industry, Roy has elevation of Suraj Pombra to executive Lintas Group after nearly 15 years. Gupta played an instrumental worked with Pepsico, ITC director, effective immediately. He A press release issued at the time role in extending Star’s and Infosys in the past. He was, until recently, executive vice mentioned that he departed to pursue traditional television content started his career with Infosys president, managing business and a new opportunity in another part of to digital consumers through as a software engineer. clients for Publicis Capital’s Mumbai the world. Hotstar. He is also widely office. In 2013, Mehta returned to India credited for building its sports Fabindia The move comes on the back of the as group chief marketing officer for business via the acquisition of Karan Kumar, chief brand and agency putting up a strong growth this MullenLowe Lintas Group (then marquee cricketing properties marketing officer at Fabindia, year, especially the Mumbai office, known as Lowe Lintas and Partners), and the launch of the hugely has decided to move on. He which has bagged a rich roster of as the first ever agency CMO in popular kabaddi and football joined Fabindia in January clients in recent months. Indian advertising. Since then, he’s leagues: Pro Kabaddi League 2017 as head of brand and Pombra will continue to manage worked at various positions in the and Indian Super League, marketing and was elevated to a cluster of brands under Publicis organisation, including head of respectively. his current position in April Capital, including L’Oréal, Netmeds. digital, president group marketing 2018. However, he’s yet to com, Zee5 India, Linen Club, among services. He took on the role of CEO Money View reveal his next move. others, while also being involved in at Mullen Lintas in January this year Money View, a Bengaluru- Prior to Fabindia, Kumar new business growth mandate for the from Virat Tandon. based financial services spent 15 years at ITC; he agency. He will continue to report to Over a telephonic conversation, company, has appointed Nikhil moved on from ITC as head of managing director Srija Chatterjee. Mehta mentioned that his new role Arora as its head of marketing. marketing around December was based in Kenyan capital Nairobi He joins Money View from 2016. 22feet Tribal Worldwide and that he was excited to work in a Droom Technology, an online At ITC, Kumar was part 22feet Tribal Worldwide, the digital different part of the world and learn marketplace for used vehicles, of the senior leadership agency under the DDB Mudra Group, about consumer insights in a new where he headed marketing team across its apparel, has brought Debashish Ghosh (Deba) market. In his new role, he will be and was responsible for brand retail, stationery and FMCG on board as the national creative responsible for overseeing creative and building, digital performance businesses. director. strategic activities across 28 countries A multidisciplinary creative and in the African content. strategist, Deba joins the agency from Hotstar, where he was the head of BBH India DIGITAL XR Studio, exploring the future of BBH India has hired Chetan Mane as storytelling & entertainment through business director. Prior to his current JioSaavn the amalgamation of content and appointment, Mane was vice president Aman Goklani has joined JioSaavn as director - Podcast and emerging technologies like AR/VR/ - Business and Strategy at Whyness Partnerships. He will be based out of JioSaavn’s Mumbai office. AI. His work has been felicitated with Worldwide. He joined Whyness Before this, Goklani was with Audioboom, a podcasting platform several honours at the Effies and the Worldwide as director - Business and operating out of the UK, US and India, where he was heading Promax. Strategy in 2013. India operations. He joined Audioboom in 2016 as commercial With around 15 years in the industry, head - India. He has also worked with Sportz Interactive and Ogilvy Africa Mane has had stints with Contract JPMorgan Chase. Goklani is a graduate of Narsee Monjee Institute Vikas Mehta has joined Ogilvy Africa Advertising, Triton Communications of Management Studies and has an experience of around 13 years. as chief executive officer. The former and Radiant Brand Solutions.

22 afaqs! Reporter, November 16-30, 2 0 1 9 2016/-(inclusive taxes).

3495/-(inclusive taxes).