December 16-31, 2013 Volume 2, Issue 15 `100
Volume 2, Issue 15 n annual issue is an editor’s dream and an editor’s nightmare. It is EDITOR Sreekant Khandekar Ainvariably fired by the ambition to make it the best one yet; and, of course, it is held back by the minutiae of professional life that get in the way. That’s PUBLISHER December 16-31, 2013 Volume 2, Issue 15 `100 Prasanna Singh why I have looked to each year-end – whether as a junior or as an editor – with SENIOR LAYOUT ARTIST anticipation and trepidation. Vinay Dominic An annual issue is the sum of everything that has happened in the 365 days PRODUCTION EXECUTIVE Andrias Kisku before. It is also a reflection what the magazine – and website, in our case – ADVERTISING ENQUIRIES has been through in the months gone. Media brands grow and change each Naveen Arora, (0120) 4077803, 4077866 year in response to the space that they specialise in. So it has been with us. Noida Arunima Bhattacharya, (022) 40429702-5 Over the past year, afaqs! and afaqs! Reporter have both changed Mumbai substantially. We have introduced many new sections: weekly interviews, a [email protected] section on presentations, another on viral videos, Dummy’s Guide, and case MARKETING OFFICE studies, among other things. And the big change since a year ago is our B-3, First Floor, Sector-4, Noida-201301. emphasis on marketing. Tel: (0120) 4077800. MUMBAI It’s been coming for some time but 2013 was the year in which we made that 501-502, Makani Center, 5th Floor, change. While we continued with our coverage of advertising and media, we Off Linking Road, Bandra (W), Mumbai - 400050 also introduced a healthy dose of marketing. We used brand communication as Tel: +91-22-40429 709 - 712 the prism through which we observed a brand or a product category. The change in emphasis has gone down well with BENGALURU our readers: marketing oriented stories or interviews often figuring high in our list of the most read articles. S-1, New Bridge Corporate Centre, 777 D, 100 ft Road, Indira Nagar, This change is also reflected in the annual issue. Marketers from across the spectrum of product categories have a Bengaluru - 560038, India strong presence. SUBSCRIPTION ENQUIRIES Akhilesh Singh, (0120) 4077837 We have tracked down the brands, people, campaigns and TV programmes that made news over the year. [email protected] Additionally, we have a collection of 12 Hot Trends that we spotted in 2013. Owned by Banyan Netfaqs Pvt Ltd and Printed and published by The issue is full of variety and some surprises. Nothing would please us more as a team than if it engrossed you. Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063.
Printed at Cirrus Graphics Private Limited Sreekant Khandekar B-61, Sector 67, [email protected] Noida (U.P.), 201301 Cover Illustration past issues Tiffin Box
December 16-31, 2013 Volume 2, Issue 15 `100
afaqs! Reporter ¦ Annual Issue 5 PEOPLE 08 LQWKHQHZV The men and women in the limelight on the ups and downs of 2013 and their hopes for 2014. CAMPAIGNS 50 LQWKHQHZV A round-up of the ad campaigns in various media that made a big noise - and impact - in 2013. BRANDS 64 LQWKHQHZV The brands that hit the headlines in 2013. An analysis across categories. TV SHOWS 72 LQWKHQHZV A look at the hits and misses of 2013 across languages and genre. 1HZVDERXW 80 HOT TRENDS The buzz-making categories of the year. VOICES 88 LQWKHQHZV Opinions and statements from the who’s who of the industry.
6 afaqs! Reporter ¦ Annual Issue
The men and women in the limelight talk about the ups and downs in 2013 and the hopes for the year ahead.
By Ashwini Gangal, Devesh Gupta, Prachi Srivastava, Rashmi Menon, Raushni Bhagia and Satrajit Sen
MARKETERS AMARJIT SINGH BATRA CEO, 2/;LQ MARKETERS 'HVFULEHWKH\HDUJRQHE\LQRQHZRUG ‘OLX KAR DO’ AMIT
In the news because: 5HYROXWLRQ AGARWAL OLX created a lot of buzz Ê (GXFDWHXVHUVRQWKH VICE PRESIDENT AND with its campaigns and film LPSRUWDQFHRIXQFOXWWHULQJ COUNTRY MANAGER association. Ê &RQWLQXHWRDGGYDOXHWRWKH $PD]RQ,QGLD OLYHVRIRXUXVHUVE\PDNLQJ WKHPUHDOLVHWKHYDOXHRIWKHLU In the news because: WREXLOG,QGLDÃVPRVWFXVWRPHU ‘Ups’ of 2013 SRVVHVVLRQV Oversaw the launch of Amazon FHQWULFGHVWLQDWLRQZKHUH Ê %HFRPLQJWKHODUJHVWDQG in India. FXVWRPHUVFDQILQGGLVFRYHUDQG WKHPRVWSRSXODURQOLQH&& EX\YLUWXDOO\DQ\WKLQJRQOLQH PDUNHWSODFHLQ,QGLDIRUVHFRQGRQG KDQGJRRGV Ê &UHDWLQJ2/;DVDEUDQG ‘Ups’‘ of 2013 Â'RZQVÃRI ,WZDVWKHODXQFKRI$PD]RQLQ,W 7KHWHDPGRHVIHHOGLVDSSRLQWHG WKDWSHRSOHORYHDQGUHVSHFW LLQ-XQHDQGRXUMRXUQH\VLQFHQ HYHU\WLPHZHOHWDQ\FXVWRPHU ZLWK2/;KDYLQJEHFRPH 77KHODXQFKZDVDFXOPLQDWLRQRI GRZQ,WUHPLQGVXVWKDW V\QRQ\PRXVZLWKÂVHOOLQJÃ VRPHYHU\KDUGDQGVWUDWHJLFWHDPV FXVWRPHUVZLOOVKRSRQ$PD]RQLQ Â'RZQVÃRI ZZRUNDQGZHKDYHQRWORRNHGEDFN RQO\XQWLOWKHPRPHQWWKH\ILQGD VVLQFH,QWKHVKRUWVSDQRIXQGHU EHWWHUH[SHULHQFHHOVHZKHUH ,ORRNDWHYHU\WKLQJSRVLWLYHO\6RR VVL[PRQWKVZHDOUHDG\KDYHRYHU WKHGRZQV,DPKDSS\DERXWDUH PLOOLRQSURGXFWVDFURVV Ê 7KHQXPEHURISHRSOHZKR $JHQGDIRU FFDWHJRULHVUDQJLQJIURPERRNV 7RUDLVHWKHEDUIRURQOLQH GRQÃWNQRZDERXW2/;LVQRZZ PRYLHVHOHFWURQLFVWR\VEDE\ VKRSSLQJLQ,QGLDE\JLYLQJ GRZQWRQHJOLJLEOH SURGXFWVKRPHDQGNLWFKHQ FXVWRPHUVPRUHRIZKDWWKH\ Ê 7KHWLPHWDNHQIRUDQ2/; SHUVRQDOFDUHDQGKHDOWKFDUH ZDQWÀYDVWVHOHFWLRQORZSULFHV XVHUWRPDNHDVDOHKDVJRQHH SURGXFWVWRIDVKLRQMHZHOOHU\DQG IDVWDQGUHOLDEOHGHOLYHU\DWUXVWHG GRZQIURPDFRXSOHRIGD\V EHDXW\SURGXFWVIURPKXQGUHGV DQGFRQYHQLHQWH[SHULHQFH DQG WRDFRXSOHRIKRXUVRUHYHQ RIEUDQGVDQGWKRXVDQGVRI WRSURYLGHVHOOHUVRIDOOVL]HV PLQXWHV UHWDLOHUVRIDOOVL]HV,WLVVWLOO ZLWKDZRUOGFODVVHFRPPHUFH Ê 7KH2/;ERXQFHUDWHKDV Â'D\2QHÃDQGPDUNVWKH SODWIRUP JRQHGRZQE\PRUHWKDQRQHH EHJLQQLQJRIRXUHQGHDYRXU WKLUGWKLV\HDU SUSHIL KUMAR
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8 afaqs! Reporter ¦ Annual Issuee
DEOHWRGRDQH[FHOOHQWPHGLDWLH AMIT XSWRWDNHWKLVSURSHUW\IRUZDUG SYNGLE Â'RZQVÃRI VICE-PRESIDENT 3ULFLQJFDPHXQGHUSUHVVXUHGXH 6DOHV 0DUNHWLQJ WRWKHXQH[SHFWHGGHYDOXDWLRQ $VLDQ3DLQWV RIWKHUXSHHDJDLQVWWKHGROODU IRUFLQJXVWRUDLVHSULFHVWKULFH MARKETERS LQWKHILUVWWZRTXDUWHUV7KLV LPSDFWHGFRQVXPHUVSHQGLQJ In the news because: LQWKHFDWHJRU\7KHORZHUWKDQ Launched an advertiser-funded H[SHFWHG*'3JURZWKIRUWKH\HDU programme on Colors for brand DQGWKHH[WHQGHGPRQVRRQVGLG promotion. WDNHDWROORQSDLQWGHPDQGLQWKH 7LHUFLWLHVZKHUHZHFRXOGKDYH GRQHEHWWHU ‘Ups’ of 2013 7KHILUVWKDOIRIWKH\HDUZDV $JHQGDIRU EH\RQGH[SHFWDWLRQV$VSHUWKH 'HFRUDWLYHVEXVLQHVVDQGKDYH VXUJHGZLWKRXUÂ+DU*KDU+XFK 7RNHHSWKHFXVWRPHUDWWKH UHVXOWVIRUWKHILUVWKDOIRI GRQHZHOOLQWKH7LHUDQG7LHU .HKWD+DLÃFRUSRUDWHFDPSDLJQ FHQWUHRIRXUVWUDWHJ\DQGEHD ZHJUHZDWSHUFHQWLQYDOXH FLWLHV:HKDYHODXQFKHGQHZ GRLQJH[WUHPHO\ZHOODQGZHZHUH UHVSRQVLEOHDQGFDULQJEUDQG VDOHVDQG SHUFHQWLQWHUPV SURGXFWVOLNH$VSLUDDQG8OWLPD RISURILWDIWHUWD[:HUHJLVWHUHG 3URWHNDQGKDYHJRWDQH[FHOOHQW GRXEOHGLJLWYROXPHJURZWKVLQWKH UHVSRQVH2YHUDOOWKHEUDQGHTXLW\ 'HVFULEHWKH\HDUJRQHE\LQRQHZRUG ‘UNPRECEDENTED’
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DEBABRATA MUKHERJEE VP - MARKETING & COMMERCIAL, &RFD&ROD,QGLD
In the news because: Sprite overtook Thums Up as Â'RZQVÃRI the largest soft-drink brand in 7KHKHDGZLQGVLQWKHJOREDODQG India. ,QGLDQHFRQRPLFHQYLURQPHQW 7KDWVDLGZHFRQWLQXHWREHOLHYH LQWKHORQJWHUPJURZWKSURVSHFWV ‘Ups’ of 2013 RIWKHFRXQWU\DQGKDYHFRPPLWWHG 7KXPV8SDQG6SULWHERWKHQWHUHG WRLQYHVWLQJELOOLRQWLOOWKH\HDU WKHÂPRUHWKDQSHUFHQW HQG PDUNHWVKDUHÃOHDJXHZLWK6SULWH RYHUWDNLQJ7KXPV8SE\DVPDOO $JHQGDIRU PDUJLQ7KXPV8SÃVFRQVLVWHQF\ ,QFUHDVHWKHSHUFDSLWD DVWKHODUJHVWFRODGULQNIRUPDQ\ FRQVXPSWLRQRISDFNDJHG \HDUVDQG6SULWHÃVDVFHQGDQFH EHYHUDJHVLQ,QGLD2XUEHYHUDJHV DVWKHFRXQWU\ÃVIDYRXULWHFOHDU DUHVDIHFRQYHQLHQWDQGJUHDW OLPHGULQNLQDVKRUWWLPHVSHDNV WDVWLQJUHIUHVKPHQWRSWLRQVWKDW YROXPHVRIWKHHQFRXUDJHPHQW QHHGWREHDFFHVVLEOHWRDORWPRUH WKDWFRQVXPHUVKDYHJLYHQXV SHRSOH
'HVFULEHWKH\HDUJRQHE\LQRQHZRUG ‘CHALLENGING’
10 afaqs! Reporter ¦ Annual Issue IN TAMIL NADU, PONGAL IS AS BIG AS DIWALI. MAKE SURE YOUR BRAND IS A PART OF THE CELEBRATIONS.
Every January, the whole of Tamil Nadu looks forward to the beginning of the harvest season. From urban city centres to the most remote villages, all of Tamil Nadu gets ready to welcome prosperity into their lives during the celebration that lasts 4 days. Make sure your brand joins in the festivities as well. Visit www.vikatan.com/mediakit for ad rates. To advertise, contact us at [email protected] MARKETERS In the news because: DEEPIKA The Tanishq wedding ad created buzz by showcasing a S TEWARI progressive society. GENERAL MANAGER +($'0$5.(7,1* -(:(//(5<',9,6,21 ‘Ups’ of 2013 7,7$1 7KHVXFFHVVRIWKH7DQLVKT ZHGGLQJFROOHFWLRQ79&KDVEHHQ WKHKLJKSRLQWIRUXVWKLV\HDU7KH ZRQDWRDQGIURWULSWR RYHUZKHOPLQJDSSUHFLDWLRQIURP 6ZLW]HUODQGDQGVHYHUDORWKHU WKHJHQHUDOSXEOLFDVZHOODVWKH SUL]HV PHGLDRQWKHZHGGLQJ79&KDV EHHQYHU\HQFRXUDJLQJ Â'RZQVÃRI 7KH\HDUZDVWRXJKDVWKH 7KH\HDUDOVRVDZVHYHUDO 5%,WLJKWHQHGLWVQRUPVRQJROG RWKHUKLJKOLJKWVOLNHWKH LPSRUWVDQGWKHRYHUDOOJROG Ê *UDQGVXFFHVVRI,QDUDDQHZ PDUNHWZDVYRODWLOH DJHGLDPRQGFROOHFWLRQ Ê /DXQFKRI0LDZKLFK $JHQGDIRU LQFRUSRUDWHGWKHZLQQLQJ $VDEUDQGLWLVRXUFRQWLQXRXV GHVLJQVIURPRXUGLJLWDO HQGHDYRXUWRVXUSULVHFRQVXPHUV FDPSDLJQFDOOHG0\ ZLWKLQWHUHVWLQJMHZHOOHU\ MARKETERS ([SUHVVLRQ FROOHFWLRQVDQGFRPPXQLFDWLRQ Ê /DXQFKRIDRQHRIDNLQG DURXQGWKHP:HDUHZRUNLQJ FDPSDLJQFDOOHG7DQLVKT6ZLVV RQH[FLWLQJFROOHFWLRQVIRUWKH (VFDSHZKHUHWKHZLQQHUV XSFRPLQJVHDVRQV LK GUPTA CHIEF MARKETING OFFICER, 5HGEXVLQ 'HVFULEHWKH\HDUJRQHE\LQRQHZRUG ‘PROGRESSIVE’ In the news because: Left LG to join a new e-com Â'RZQVÃRI brand, redBus, the flagship 7KHZHHNO\WUDYHOEHWZHHQ brand of Bengaluru-based %DQJDORUHDQG'HOKLIRUILYH bus ticketing company, Pilani PRQWKV)RUWKHILUVWILYHPRQWKV, Soft Labs, as chief marketing KDGWREHLQUHG%XVKHDGTXDUWHUV officer. LQ%DQJDORUHHYHU\ZHHN%HLQJ EDVHGLQ'HOKLWKHZHHNO\ ÂFRPPXWHÃZDVQRWHDV\ ‘Ups’ of 2013 7KLVLVWKHILUVWWLPH,DPLQYROYHG $JHQGDIRU ZLWKDQHFRPPHUFHILUP+HQFH 0DNHFRPSUHKHQVLYH\HW WKHUHDUHDORWRIWKLQJV,OHDUQ VLPSOLILHGIUDPHZRUNDQG HYHU\GD\DWUHG%XV7KHGHILQLWH H[HFXWLRQRIRQHRQRQH XSVZRXOGEHJHWWLQJP\ILUVWWDVWH PDUNHWLQJLQLWLDWLYHVIRUUHG%XV RIHFRPPHUFHLQDSLRQHHULQJ FRPSDQ\UHG%XV
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12 afaqs! Reporter ¦ Annual Issue
MARKETERS MANMEET VOHRA DIRECTOR 0DUNHWLQJDQG&DWHJRU\7DWD6WDUEXFNV
QHLJKERXUKRRGDWDWLPH $JHQGDIRU :HDUHFRPPLWWHGWR,QGLDIRUWKH ORQJWHUPDQGIRFXVHGWRZDUGV ZRUNLQJWKRXJKWIXOO\WREXLOGD VWURQJSUHVHQFHLQWKHPDUNHW &XVWRPHUVLQ,QGLDKDYHHPEUDFHG WKHEUDQGZRQGHUIXOO\DQGZHDUH KXPEOHGE\WKHRSSRUWXQLW\WR VHUYHWKHP:HDUHDOVRH[FLWHG DERXWH[WHQGLQJWKH6WDUEXFNV H[SHULHQFHWRPRUHFXVWRPHUV ODXQFKRI6WDUEXFNVIODJVKLS RYHUZKHOPLQJUHVSRQVHIURP LQ,QGLDDVZHPRYHIRUZDUG)RU In the news because: VWRUHVLQ3XQH 6HSWHPEHU FXVWRPHUVDQGWKHMRXUQH\KDV PDQ\6WDUEXFNVKDVEHFRPHDQ The US-based coffee brand DQG%DQJDORUH 1RYHPEHU RQO\EHJXQ:HZLOOFRQWLQXH LQWHJUDOSDUWRIWKHLUURXWLQHDQG has been rapidly expanding (DFKQHZVWRUHRIIHUV WRZRUNWRZDUGVPHHWLQJDQG ZHKRSHWRVHHWKLVJURZ its presence by launching new DQRSSRUWXQLW\WRUHDFKPRUH H[FHHGLQJFXVWRPHUH[SHFWDWLRQV stores. FXVWRPHUVLQ,QGLDDQGGHOLYHU ZLWKRQHSHUVRQRQHFXSRQH KLJKTXDOLW\DUDELFDFRIIHH KDQGFUDIWHGEHYHUDJHVPDGHE\
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MRINMOY MUKHERJEE SUSHIL KUMAR DIRECTOR, MARKETING AND BUSINESS DEVELOPMENT, 5D\PRQG
In the news because: Â'RZQVÃRI Targeted a distinct set of 7KRXJKQRWH[DFWO\DGRZQLWKDV consumers with its made- EHHQDWRXJK\HDU%XWZHDVD to-measure campaign, in a EUDQGKDYHEHHQDEOHWRVWDQG market ruled by ready-to-wear WRJHWKHUDQGJURZZHOO garments.
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14 afaqs! Reporter ¦ Annual Issue
MARKETERS RANJIVJIT SINGH HEAD, MARKETING, PRINTING AND PERSONAL, +HZOHWW3DFNDUG,QGLD
In the news because: FKDQJH HP India achieved and sustained the No 1 position in $JHQGDIRU terms of market share across 7RFRQWLQXHGRLQJPHDQLQJIXO the PC and printer categories. ZRUN,QWKHFRPLQJWZHOYH PRQWKV,ZDQWWRJURZWKH EXVLQHVVDQGVHH+3UHDFKWKH ‘Ups’ of 2013 VWDWXVRIÂPRVWDGPLUHGEUDQGÃ 7KLV\HDUZHKDYHVHHQPDQ\ LQ,QGLD7RGULYHPDUNHWLQJ SRVLWLYHGHYHORSPHQWVDQG H[FHOOHQFHDQGHQVXUHWKDW VWURQJJURZWKDVDEUDQG:H ZHSURYLGHWKHEHVWFXVWRPHU VHFXUHGWKHZRUOGÃVODUJHVW H[SHULHQFHDFURVVVHJPHQWVDQG GLJLWDOLQFOXVLRQGHDOWR FDWHJRULHV,DPUHDOO\ORRNLQJ GLVWULEXWHPLOOLRQODSWRSVODSWRSV IRUZDUGIRUZDUGWREXLOGLQJRQRXUWR EXLOGLQJ RQ RXU
MARKETERS LQ8WWDU3UDGHVK7KLVLVWKHV LV WKH VVXFFHVVLQXFFHVV LQ NLQGRILQLWLDWLYHWKDWIXUWKHUIXUWKHU RAJA VWUHQJWKHQVRXUEUDQGSRVLWLRQG SRVLWLRQ 7KHVHDUHWKHWKLQJVWKDWPDNHDWKDW PDNH D CHAKRABORTY UHDOGLIIHUHQFHQRWMXVWWRXVEXWVW WR XV EXW HEAD – MARKETING WRRXUHQGXVHUVDVZHOOZHOO -.+(/(1(&857,6 Â'RZQVÃRI KDVEHHQDJRRG\HDUIRUG \HDU IRU In the news because: IRUWKH\HDUDQGOHDUQWRSOD\WKH PHDQGWKHUHLVQRWKLQJ,ZRXOGQJ , ZRXOG Introduced the unique Park JXLWDUZKLFKDOVRZDVLQP\QHZ Avenue Beer Shampoo for men. \HDUUHVROXWLRQLQ SUSHIL KUMAR $JHQGDIRU 'HVFULEHWKH\HDUJRQHE\LQRQHZRUG ‘Ups’ of 2013 /HDUQQRQVWHUHRW\SLFDOPHWKRGV 2EYLRXVO\WKHVXFFHVVRI3DUN WRXQHDUWKFRQVXPHULQVLJKWV ‘ROCKING!’ $YHQXH%HHU6KDPSRRHVSHFLDOO\ LPSURYHXQGHUVWDQGLQJDQGIRFXV WKHZD\ZHEURNHWKHFOXWWHULQ RQGLJLWDOPDUNHWLQJ DYHU\YHU\FRPSHWLWLYHPDUNHW WKURXJKVKHHULQQRYDWLRQDQG WHDPZRUN$QGWKHIDFWWKDWZH KDYHLPSURYHGRXUPDUNHWVKDUHLQ GHRGRUDQWVIRUZKLFKLWKDVEHHQ WKHPRVWFRPSHWLWLYH\HDU Â'RZQVÃRI 1RWKLQJUHDOO\DSDUWIURPWKHIDFW WKDW,FRXOGQRWUHDGTXLWHDIHZ ERRNVZKLFKZHUHLQP\DJHQGD
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16 afaqs! Reporter ¦ Annual Issue
MARKETERS RAVI VORA CMO, )OLSNDUW
In the news because: Launched noteworthy ad campaigns, especially the one announcing its foray into the lifestyle segment.
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MARKETERS SANDEEP MENON DIRECTOR - MARKETING *22*/(,1',$
In the news because: Got a lot of appreciation for its Â'RZQVÃRI Google Reunion ad. 1HYHUDGXOOPRPHQWDW*RRJOH $JHQGDIRU ‘Ups’ of 2013 +HOSGLJLWLVH,QGLD KDVEHHQD\HDURIVRPHYHU\ DPELWLRXVDQGFUHDWLYHSURMHFWVIRU *RRJOHLQ,QGLD:HFRQWLQXHGWR IXHOWKHJURZWKRIJHWWLQJ,QGLDQ 60(VRQOLQHDQGODXQFKHGVHYHUDO QHZLQLWLDWLYHV+HOSLQJZRPHQJHW RQOLQHODXQFKLQJ 18 afaqs! Reporter ¦ Annual Issue MARKETERS UHDFKHGQHZHUPDUNHWVZLWKH[FLWLQJVKRZURRPV,QWKH WUDGLWLRQDODVZHOODVGLJLWDOPHGLDVSDFH0HUFHGHV%HQ] In the news because: ,QGLDUHPDLQVRQHRIWKHÂPRVWFRQYHUVHGÃEUDQGV Mercedes Touched the ‘top luxury car brand in India’ mark this year. Â'RZQVÃRI ,WKDVQRWEHHQDJUHDW\HDUIRUWKHDXWRLQGXVWU\LQJHQHUDO DQGZHH[SHFWWKLQJVWRWXUQDURXQGLQ5LVLQJ ‘Ups’ of 2013 LQWHUHVWUDWHVKLNHLQIXHOSULFHYRODWLOHFXUUHQF\ :HFDOOWKH FRPSULVLQJPDQ\Â,QGLD FOTOCORP 'HVFULEHWKH\HDUJRQHE\LQRQHZRUG )LUVWÃLQLWLDWLYHV:H HEAD – MARKETING 0(5&('(6%(1=,1',$ ‘AGGRESSIVE’ MARKETERS In the news because: VRFLDOPHGLDLQLWLDWLYHVVXFK Launched visible brand ‘Ups’ of 2013 DVWKHÂ*HW+HOSÃIHDWXUHRQRXU campaigns and on-ground 7KH\HDUEHJDQRQDQHQWKXVLDVWLF )DFHERRNSDJHDQGRXUFXVWRPHU SEVANTIKA efforts to change consumer QRWHZLWKDGHJUHHFDPSDLJQ HGXFDWLRQLQLWLDWLYHÂ6DWK\D0\WK\D behaviour. 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Reporter ¦ Annual Issue TELEVISION SUNIL LULLA CEO AND MD, 7LPH7HOHYLVLRQ1HWZRUN In the news because: ZKLFKLVWKHSLOODURIVHOI Launched Romedy Now and is UHJXODWLRQDQGHQWUHSUHQHXUVKLS not in favour of ad regulation KDGWRGHDOZLWKPDQ\UHJXODWRU\ for the news genre. FKDOOHQJHVDQGFRQVXOWDWLRQV,QD \HDUZKHQHYHU\RXQFHRIHQHUJ\ ZDVUHTXLUHGWRJHQHUDWHUHYHQXH ‘Ups’ of 2013 DQGYDOXHFRPSDQLHVKDGWRIRFXV 7KHODXQFKRI520('<12: RQWKHVHFKDOOHQJHV TELEVISION ZKLFKEULQJVORYHODXJKWHUDQG OLIHLQWRRXUOLYHV,WZDVJUHDWWR $JHQGDIRU EULQJLQDGLVWLQFWLYHO\SRVLWLRQHG *URZWK*URZWK*URZWK SIDDHARTH FKDQQHOZKLFKEULQJVKRSHLQD \HDURIJORRP ROY KAPUR Â'RZQVÃRI MD678',26',61(<879 5HJXODWRU\PDODLVHDQLQGXVWU\ 'HVFULEHWKH\HDUJRQHE\LQRQHZRUG ‘TREADMILL’ In the news because: PDUNHWVZLWKWKHILOPUHOHDVLQJLQ Ronnie Screwvala’s exit makes PRUHWKDQVHYHQQHZPDUNHWVDQG him the lone ranger in Disney LQLQWHUQDWLRQDOODQJXDJHV FOTOCORP UTV. Â'RZQVÃRI ‘Ups’ of 2013 1RGXOOPRPHQWVLQWKHPRYLH KDVEHHQDQH[FLWLQJ\HDU EXVLQHVV+LWVDQGPLVVHVDUHD IRUWKH'LVQH\8796WXGLRZLWK SDUWDQGSDUFHODQGIRUWXQDWHO\ZH DPL[RIQLFKHDQGFRPPHUFLDO KDYHKDGPRUHKLJKVWKLV\HDU ILOPVZKLFKZHUHDSSUHFLDWHGE\ DXGLHQFHVDQGFULWLFVDOLNH:H $JHQGDIRU SURGXFHG,QGLDÃVILUVW'GDQFH 5HFRJQLVLQJWKHULJKWFRQWHQWDQG PRYLH$Q\%RG\&DQ'DQFHDORQJ EULQJLQJWKHEHVWWRRXUDXGLHQFHV ZLWKFRPPHUFLDOKLWVOLNH 'HVFULEHWKH\HDUJRQHE\LQRQHZRUG ‘WATERSHED’ afaqs! Reporter ¦ Annual Issue 35 A Take on the New Kolkata by Contemporary Bengalis 1. Calcutta to Kolkata: How would you describe the to bring back the glory days for the people who really transformation? cared about advertising. Calcutta being colonial, people had a good life. There were different clubs one could be a member of. It was 7. What comes to mind when you hear ‘Kolkata Ei Samay’? a good old representation of the erstwhile Raj. It is I still think its the warmest city in the country. People fortunate that my dad had a good job in an MNC and I are noble and empathetic towards each other. There is got to live the Good Life of Calcutta. a feeling of brotherhood amongst them. Bengalis are The Babu Moshai culture has eroded considerably and very strong opinionated people and at the same time Kolkata has become more cosmopolitan. The Bengali have a strong value system too. ethos of the aristocratic life of Kolkata has become mundane now. 8. Are you aware that Bengali language publications are the preferred medium even among the youth in Bengal? How does 2. One thing that one should do or a place that one should visit this affect the perception of a young Bengali? when in Kolkata today. I think that’s a generic question. The youth of any Park Street brings back nostalgic memories. Flurys, state in India are comfortable in speaking and reading Trincas, Fort William, Victoria Memorial and the in their mother tongue. Bengal has nearly the highest National Library are some of the places which one literacy rate in India and one would presume that the PRATAP BOSE should visit when in Kolkata. language they communicate in is Bengali. Having said that ... their proficiency in English is also probably the Chief Operating 3. Kolkata film industry has seen an influx of new age film highest in India. Officer, making recently, have you seen any? Any favorites? DDB Mudra Group The Satyajit Ray classic – Charulata - starring Soumitra 9. A word for the New-Gen Bong Chaterjee and Madhabi Mukerjee. The New-Gen Bong is a far cry from the stereotyped Xavier schooled Calcuttan we used to know. He is far 4. Name 3 Bengali stalwarts which come to your mind and why? more assertive, confident and comfortable with the Satyajit Ray, I think he is one of India’s best filmmakers new world. The attachment to Bengal still remains in ever. Mother Teresa and Jyoti Basu because I used his soul, and demeanor...but he is becoming very adept to know him and liked his style. He was a typical in varying challenges, whether it is in business, the aristocratic Bengali who stood for his identity. environment where he lives or the colleagues or friends he is surrounded with. Socially he doesn’t want the Bong 5. Mention one change that you noticed on your last visit to tag attached to him anymore, as he feels that he needs to Kolkata. be accepted for who he is, and not by his lineage. The infrastructure has certainly improved quite a bit. 10. Tell us your favorite Bengali dish. 6. How would you like to give back to Kolkata today? HIt’s the Spicy Bengali Mutton Curry called Kosha Bengalis are very artistic and think a lot, hence they Mangsho, Shorshe Ilish, a dish of smoked ilish with are creative and good at strategic planning. I would try mustard-seed paste, and poshto ( poppy seeds ). 1. Calcutta to Kolkata: How would you describe the Flyovers and a clean airport. transformation? What’s Kolkata? I am not aware. 6. How would you like to give back to Kolkata today? By sending my kid to study there. 2. One thing that one should do or a place that one should visit when in Kolkata today. 7. What comes to mind when you hear ‘Kolkata Ei Samay’ Flury’s for breakfast. It is the same as ‘Kolkatta oei samay’. 3. Kolkata film industry has seen an influx of new age film 8. Are you aware that Bengali language publications are the making recently, have you seen any? Any favorites? preferred medium even among the youth in Bengal? How None as yet. does this affect the perception of a young Bengali? I believe this will help keep the culture alive. 4. Name 3 Bengali stalwarts which come to your mind and why? 9. A word for the New-Gen Bong Satyajit Ray, Jyoti Basu and Aparna Sen. Its because Keep the 4 P’s alive- Phood, Phish, Ph..k, Phootball. KAMAL BASU of them that the bongs got their due recognition Marketing Head, globally and locally. 9. Tell us your favorite Bengali dish. Phuchka. Skoda Auto India 5. Mention one change that you noticed on your last visit to Kolkata. 1. Calcutta to Kolkata: How would you describe the 6. How would you like to give back to Kolkata today? transformation? Probably by aiding in creation of jobs and Going a step back. Calcutta has a different charm. opportunities for the youth. 2. One thing that one should do or a place that one should visit 7. What comes to mind when you hear ‘Kolkata Ei Samay’ when in Kolkata today. Chaos. Hope. Newspaper. My favourite two places would be Victoria Memorial and Flury’s at Park Street. 8. Are you aware that Bengali language publications are the preferred medium even among the youth in Bengal? How 3. Kolkata film industry has seen an influx of new age film does this affect the perception of a young Bengali? making recently, have you seen any? Any favorites? I am aware but that does not change any perception. Srijit is a great Director. And I really like his Bengali youth are rooted yet progressive. storytelling. I liked quite a few films made by him. 9. A word for the New-Gen Bong 4. Name 3 Bengali stalwarts which come to your mind and Sentence: Tumi ki Facebook ey aacho? (Are you why? there on FB) SAGNIK GHOSH Swami vivekananda, Subhash Chandra Bose, and Vice President & Satyajit Ray. And I do not think I should be giving 10. Tell us your favorite Bengali dish. reasons for mentioning them. Sourav Ganguly will Kasha Mangsho. Head Marketing, be fourth. Axis Bank 5. Mention one change that you noticed on your last visit to Kolkata. Kolkata is now Blue and White. 1. Calcutta to Kolkata: How would you describe the The new Airport and a disciplined queue system for transformation? the taxis. Strangely I did not come across a pothole As a name, it has somehow remained Calcutta in my till after a very long distance. Felt quite impressed mind while Kolkata provides a nice Bengali touch. with all the construction work underway and hope to But my emotional bond with the city remains the see them complete. same, irrespective of the name. 6. How would you like to give back to Kolkata today? 2. One thing that one should do or a place that one should visit Maybe I have come a long way, but can appeal to when in Kolkata today. the non-resident Bongs to be less critical about our Street food at the first opportunity and top it up with city but keep a perspective against the other cities a visit to the sweet shops. And for any outsider, one of India. visit to the city during the Puja time. 7. What comes to mind when you hear ‘Kolkata Ei Samay’ 3. Kolkata film industry has seen an influx of new age film A Bengali newspaper launched long after I left the making recently, have you seen any? Any favorites? city. Love the acting of Prosenjit and Parambrata. These ATINDRIYA BOSE days stories are definitely taking a turn for the better 8. Are you aware that Bengali language publications are the Country Manager and moving out from the traditional storylines. Of preferred medium even among the youth in Bengal? How the recent movies, I quite liked Hemlock Society and at Sony Computer does this affect the perception of a young Bengali? Autograph. This comes as a surprise as I thought that while they Entertainment follow the Bengali newspapers, most of them have 4. Name 3 Bengali stalwarts which come to your mind and moved away from serious Bengali publications. why? Satyajit Ray (for the most obvious reasons), 9. A word for the New-Gen Bong Rudraprasad Sengupta as his plays and acting were Be original and be true to the Bong strengths. part of my growing up and Mohiner Ghoraguli, the Bengali rock band that I feel has made a difference. 10. Tell us your favorite Bengali dish. Strangely, I am pro vegetarian so Luchi, Cholar Daal, 5. 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Reporter ¦ Annual Issue 47 A round-up of the advertising campaigns in various media that made a big noise - and impact - in 2013. By Ashwini Gangal, Devesh Gupta, Prachi Srivastava, FROOTI Rashmi Menon and Satrajit Sen Magic of Mango This ad also garnered interest for TELEVISION Years after it hit the bull’s eye the way it ‘under-utilised’ Khan. with the ‘Mango Frooti, Fresh n The subtle use of Bollywood Juicy’ jingle, Parle Agro’s Frooti endorsers is not often seen in created waves with an ad film that Indian ads. Casting director portrayed the brand in an all-new Gayathri Smitha worked hard to light. ensure the kids resembled their adult counterparts, in terms The objective was to position of facial features as well as Frooti as an irresistible beverage costumes. - the kind that one longs for after watching someone else drinking CREDITS it. This is exactly what the creative Creative Agency: Creativeland execution drew on. A bunch of Asia young kids sit and stare at Shah Script: Sajan Raj Kurup Rukh Khan as he downs an entire Creative Directors: Anu Joseph, bottle of Frooti in one long swig. Vikram Gaikwad, Rajat Dawar, TELEVISION FLIPKART The superstar says or does little Ravi Shanker else. Director: Prakash Varma Fashion Conscious a hip-hop artiste performing at a Production House: Nirvana Films Flipkart launched three TVCs to conservative, formal concert. It is only when he notices the Producer: Sneha Ipe communicate its entry into the little kids gaping that the twist Director of Photography: K U fashion and lifestyle segment. As a teaser, Flipkart had run in the tale ensues. They are, Mohanan With the punchline,‘Fashion has a ‘Guess the brand’ contest on in fact, adults! The idea was to Post Production: After Studio a new address’, the TVCs were Facebook. The films - sans name demonstrate the childlike longing Editor: Shyam Salgaonakar named ‘Hospital’, ‘Office’ and and logo - were put up with a to drink Frooti that hits adults Music: Amar Maglokar ‘Carnatic’. The insight was that promise of a Samsung Galaxy S4 each time they see someone else when it comes to fashion, people to those who got the name right. having it. want to show off their purchase immediately, often overlooking CREDITS whether it is appropriate or not. Creative Agency: Happy Creative Services The ‘office’ ad shows a guy walking Director: Ayappa into the boardroom dressed up Creative Director: Naren Kaushik in colourful attire with a funky Creative Controller: Aswin hairstyle, while others are formally Sridhar dressed. The second ad shows a Account Planning: Ravi Bhat hospital where a senior doctor is Group Account Director: Ameya examining the patient’s chart while Lokhande the junior doctors and nurse are Group Account Manager: Ajay standing around. One of the junior Kumar doctors is dressed in colourful, Production House: Early Man Film fashionable attire while others Executive Producer: Anand are in formals. The third shows Menon a Carnatic musician dressed as Producer: Amarjeet Phukan TELEVISION 50 afaqs! Reporter ¦ Annual Issue Jumping Japang tournament, the channel rolled out IDEA CELLULAR It was one of those ‘love it or hate three tutorial TVCs as well. it, but can’t ignore it’ kind of TVC. Sony Max’s pre-Indian Premier CREDITS League (IPL) campaign persuaded Creative Agency: JWT, India people not just to watch the National Creative Director: Tista tournament but also enjoy it. Sen Writers: Priya Pardiwalla, Steve The three ad films featured Mathias Bollywood director and Art Directors: Manash Parui, Vidhi choreographer Farah Khan Shah, Ashok Salunkhe, Manohar teaching people (in a living Mahajan room, at a kitty party, in an office Director: Rajesh Saathi conference room) a few signature Account Managers: Ashish TELEVISION dance moves that they were Medhekar, Gautam Roy, Mustafa supposed to imitate every time Nalwalla, Gururaj Nabar Telephone Exchange viewers back to the time when the batsman hit a four, six or if Films Head: Anupama Ahluwalia In the Idea Cellular campaign telephone operators would someone took on a wicket. Production House: Keroscene titled ‘Telephone Exchange’, a inadvertently connect a call to a Films young boy deliberately swaps his wrong number. The consequent The emphasis was ‘don’t just Music composers: Vishal and quarrelling parents’ cell phones at unfamiliar voice and bewilderment watch the game’, hence the tagline Shekhar the breakfast table. of the people involved is something ‘Sirf Dekhne Ka Nahi’. many viewers can relate to. Closer to the launch of the Through the day, as the two answer calls meant for the CREDITS other, their anger and irritation Creative Agency: Lowe Lintas + dissipates and is replaced by Partners IPL empathy and understanding. When National Creative Director: Arun they return home after work, they Iyer express their newfound respect for Creative Team: Ashwin Varkey, each other. Subodh Menon, Jaywant Dabholkar, Shishir Kapre, Viraj With this, Idea made the transition Swaroop, Sarfaraz Siddiqui, Varun from ‘larger than life’ to ‘closer to Panjwani, Amol Sutar and Deepak life’, highlighting a problem that Nare plagues individuals in their homes. Production House: Chrome Pictures Also, the creative team took Director: Amit Sharma TELEVISION LIFEBUOY titled ‘Help a child reach five’. CREDITS Gondappa Creative Agency: Lowe Lintas + Adding a fair share of noise to Partners this year’s list of high decibel National Creative Director: Amer TV campaigns was HUL’s Jaleel Lifebuoy. Lowe’s Gondappa film Group Creative Director: Sagar transformed a maroon bar of anti- Kapoor bacterial soap into a symbol of Unit Creative Director: Garima health and longevity. Khandelwal Production House: Chrome This tear-jerker attempted to Pictures draw attention to diarrhea-related TELEVISION Director: Amit Sharma deaths in rural India and urban Producer: Prafull Sharma insensitivity to the same. The The film is about a man who film is a quick dialogue between a Director of Photography: Tapan message was simple: regular shows his gratitude to God on the villager and an urbanite that lets Basu handwash can prevent diarrhea occasion of his son’s fifth birthday, viewers in on the reason for this - First Assistant Director: Naved and increase the odds of living a by walking on his hands to the none of his previous children made Ahmed long and healthy life. temple. Towards the end of the it to five. The campaign is thus Music Director: Clinton Cerejo 52 afaqs! Reporter ¦ Annual Issue Beer Shampoo displaying shoulder length, shiny PARK JK Helene Curtis’ Park Avenue straight hair. He urges men to shampoo has beer as the main wash hair with a shampoo that has AVENUE ingredient! Targeted at men, the an ingredient they identify with and brand launched a full-fledged points out the benefits of beer on campaign around the product to hair. To hammer in the point, the encourage men to groom their man, at one point, is shown taking hair with the beer shampoo. out the shampoo bottle from the refrigerator. Interestingly, the shampoo bottle is shaped like a pint of beer. The campaign’s tagline ‘Cheers to CREDITS man hair’ is an extension of Park Creative Agency: Publicis South Avenue celebrating manhood with Asia a novel hair care product. The TVC Creative: Bobby Pawar, Zarwan shows a montage of an over-the- Divecha top macho, white man addressing Account Managers: Chandan Jha, the camera and doing various Dharal Goshalia TELEVISION activities, all the while proudly childlike solutions to an obstacle PARLE G they face while playing or having TIMES OF INDIA fun. The TVC has been shot in Kal Ke Genius Shimla and Manali. The challenge The well-known biscuit brand that the brand and agency faced came out with its new campaign was to better the earlier campaign ‘Kal Ke Genius’, an extension of an that had worked very well. earlier campaign ‘G Mane Genius’, launched 10 years ago. CREDITS Creative Agency: Ogilvy & Mather The campaign’s core thought Creative team: Anup Chitnis, revolved around the message - Mangesh Someshwar, Rohit Dubey ‘Bachpan se bada koi school nahi and Ashwin Joharapurkar TELEVISION and curiosity se badi koi teacher Account managers: Hirol Gandhi, nahi’ (There is no greater school Manas Danait, Ashish Arya and I Lead India on rebellion and idealism, typically than childhood and no greater Asma Shaikh The Times of India’s campaigns exhibited by youngsters, the TVC teacher than curiosity). It asks Planning: Kawal Shoor, Ganapathy have largely focused on issues shows youngsters from different parents to allow their children to Balagopalan that are relevant to the youth. parts of the country carrying explore their curiosity, to perceive Background Song: Gulzaar In an extension of its previous chairs, couches and armchairs, and approach things differently, as Singer: Piyush Mishra initiatives like India Poised, Lead piling them up and burning them. that would nurture the ‘genius’ in India and Teach India campaigns, them. the publishing brand unveiled its ‘I To add to the images, is the Lead India’ campaign. background song that sparks The TVC shows a montage of enthusiasm with its lyrics ‘Baithe children coming up with creative, Reflecting public sentiment on rehne ka time khatam, Illzamo ka the political and social scenario, ab time khatam, Tu tu, main, main which has seen much volatility due ka time khatam. Ab main hi hoon, to corruption and dissatisfaction ab main hi hoon’. among the masses, the campaign pulled all the right emotional CREDITS chords. Creative Agency: Taproot India TELEVISION Creative: Santosh Padhi, Agnello The campaign shows young men Dias and women taking a strong stand against armchair critics. Playing afaqs! Reporter ¦ Annual Issue 53 and high-speed data experience, VODAFONE in comparison to other telecom service providers. Made For After the zoomies, telecom brand Vodafone’s initial campaign, if Vodafone came out with yet one may recall, had the tagline, another memorable television ‘Wherever you go, our network commercial this year. The follows’, with the pug representing ‘Made For’ campaign shows how Vodafone’s network. Last year, the Vodafone’s network never goes communication strategy changed out of range and never lets calls to ‘quality through connectivity and TELEVISION drop, when people have to have voice clarity’ with the stress on lengthy conversations. superiority of the network. TANISHQ round and round,” but is shushed. CREDITS: The groom, on seeing how sad she This is shown through different Creative Agency: Remarriage is, calls out and carries her as they stories including the conversation Ogilvy & Mather Creative: It is not often that TVCs portray the complete the rest of the pheras. between two teenagers in Rajiv Rao Head of Team Vodafone: progressive mindset of a society. love, and a mother calling and Sarang This one does, as it focuses on The TVC went viral on YouTube pestering her son to get married. Wahal the brand’s range of wedding getting 9 lakh views in a month. Vodafone aimed to enforce its jewellery, through a story woven message of network superiority, around remarriage. CREDITS wide reach, superior voice clarity Creative Agency: Lowe Lintas & The commercial is about a bride Partners who is getting ready when a little Creative: Arun Iyer, Rajesh girl walks up to her and chats with Ramaswamy, Ujjwal Kabra, her. As the bride goes and sits next Rexena Devraj, Indrasish to the groom, the girl sits next to Mukherjee and Adarsh Atal. an elderly couple. As the pheras Business: Sudhir Rajasekharan, TELEVISION start, the girl tells the elderly Pritish Wesley, Manjusha Dhavan couple that she too would like to & Aditi Prabhakar. go “round and round”, but they tell Planning: Phalgun Tiruvasu & her that she can’t. She then calls Abigail Dias. out to her mother (the bride) and Production: Lintas Productions says, “Mama, I also want to go Director: Gauri Shinde PRINT The front page ad featured choreographer Farah Khan with the tagline, ‘Sirf Dekhne Ka Nahi!’ while the back page showcased the pictures of the IPL anchors with the IPL tagline, ‘Pepsi IPL gets Extraaa Larger than Life’. Making News Sony Max and Sony Six, the official broadcaster The target audience for the campaign of the two-month-long IPL Season 6, came out was anyone above the age of four, who with a print innovation on the inaugural day loves watching cricket. The campaign was of the tournament in The Telegraph, greeting designed by Anandabazar Patrika and Kolkata’s readers. It was restricted just to reached more than 9 lakh readers across Kolkata as the first match of the tournament Kolkata. was scheduled there. Though the wrap innovation was restricted The front and back pages of the paper were to Kolkata, the ad featuring Farah Khan on wrapped in a translucent jacket that read ‘4, the front page was spread across 17 leading 6, wicket ka dance seekha kya?’ The blurred national dailies across India. image of the front page advertisement and the translucent jacket made it appear as if the CREDITS reader was unveiling the IPL. Agency: Anandabazar Patrika PRINT 54 afaqs! Reporter ¦ Annual Issue KELLOGG’S KORP PENS Anaaj ka Nashta Handwritten PRINT As a part of a brand innovation done for Korp Pens, Mid-Day published handwritten news on its front paget for its Pune edition on March 21. PRINT The page was completely handwritten and was done in parts, followed by compilation of these pieces of illustration and calligraphy into one page. The page was designed by a specially commissioned calligrapher and an illustrator, Pawan Kumar Tiwary and Jyotishman respectively, in collaboration with the editorial team of the tabloid. The idea behind the innovation was to promote the usage of pens as it seems to be falling with the advent CREDITS Saurabh Dasgupta, Sridher, of digital revolution. Creative Agency: Innocean Pawan Tiwari and Jyotishman Creative Team: Devendra Mehta, (Illustrator/Typographer) featured with the catchline, ‘Timeless Machines’. The idea was to break the automobile advertising cliché and reach out to the people, in a manner where they would pay attention. This campaign from Kellogg’s celebrates the fact that breakfast CREDITS cereals are made of grains. It was Creative Agency: Liquid Campaign positioned to break the myth - or Credits: perception - that breakfast cereals Claudia Woelfle are something unfamiliar and Creative Lead: Kay Koester ‘phoren’. The full page creative ad Art: Anirban Lodh in Hindustan Times had a small Harmeet Singh packet of wheat attached to it. PRINT Harsimran Mathary People could open it and make use Rolling Stone, Forbes, Fortune, Copy: Vikrant Bisht of it. BMW MINI Watch Time and GQ, were tailored Account: Deeksha Kamotra according to the readers of each CREDITS Luxury Ride magazine. For example, the car in Agency: JWT This campaign for the Mini Rolling Stone magazine sported an Creative Team: Nandita Chalam, Cooper, launched across Elvis Presley-like hairdo with the Monika Dhoke, Aayusha Shah luxury magazines, was aimed catchline, ‘The King Lives’. Account Management Team: at strengthening the brand’s Samarth Shrivastava, Swati Bobde, presence in the premium In Watch Time magazine, the Roma Das hatchback segment. three models (the Mini, the Planning Team: Shaziya Khan, Mini Convertible and the Mini Rahul Bandi The ads, in magazines such as Countryman) sold in India are 56 afaqs! Reporter ¦ Annual Issue PRINT SKODA 13,14,15 and 16. Both the innovations had the Unique Selling Point Skoda message saying ‘Legend The promotions also included is back and this time the story is heavy outdoor innovations with 3D bigger, better and bolder.’ sculptures of the characters, in Delhi and Mumbai. One of these Skoda’s idea behind the innovation had Arjun kneeling and looking PRINT was to be different and bring about into the pot of water in front of the grandeur of the new car. him before taking a shot at the rotating fish above his head during CREDITS Draupadi’s Swayamvar. There Creative Agency: BBH India was one of Draupadi praying to Client: Skoda Lord Krishna during the famous Chief Creative Officer: Russell ‘Vastraharan’ scene. Barrett MAHABHARAT Chief Executive Officer: Subhash CREDITS Kamath Epic Launch Agency: Contract Advertising Creative Directors: Kunal Sawant, To provide its mega serial Client: Star Plus Vinod Sudheer Mahabharat a grand launching Account Management Copywriter: Russell Barrett, Vinod pad, Star Plus came out guns Kunal Chakravarty, Dhara Kotadia, Sudheer, Anant Rajan blazing. Extensive promotions Shiny Cherian, Aadil Malkani Art Directors: Kunal Sawant, were carried out across print Creative: Kapil Mishra, Siddhant Vernekar publications on the day of launch. Gopi Puthran, Talha Mohsin, Managing Director: Arvind In one innovation, the masthead of Mahesh Parab, Sharmad Krishnan Maharashtra Times was replaced Khambekar, Sagar Jadhav Business Director: Anirban with Mahabharat Times. Planning Team: Mehul Shah, Mukherjee Mallika Suresh Senior Business Partner: Adityan Four full-page print ads were On October 7, readers of the Times Kayalakal released in Bombay Times and of India in Delhi and Mumbai woke Business Partner: Pran Nath Delhi Times in 3D, with 3D glasses up to discover that the front page Head of Planning: Partha Sinha, to go with them. The channel also had transformed into a classifieds Sanjay Sharma tied up with HT City and HT Café to (for its hatchback, sedan, SUV Strategy Director: Kanishk release four half-flap page ads. and luxury cars) page. It had the Kabiraj message: ‘Reasons to sell your car just around the corner’. The English daily had pushed its news page to page 2 with a full page Skoda ad on page 3, so when people flipped the first page, they ONE OF THE an initiative saw the Skoda ad first and then shifted their focus to news. BEST THINGS ABOUT On October 9, the automaker ran a I AM HERE gatefold innovation in the editions afaqs! THROUGH of Hindustan Times between YOU ONLY pages 12 and 17. The campaign MY BEST PIECE lured the reader with an image OF ADVICE, of the headlights of the car along TAKEN with the message ‘Unfold this OR GIVEN (9(1*22'&$1! page to find out why legends come *(7%(77(5 back better’. It was like opening gates for a car Just some of the comments we get at Jobswitch.in as two pages had to be flipped JOB open, revealing a full size image Have you tried it yet? SWITCH .in of the new Skoda Octavia spread Jobswitch.in is a specialized job site for the Advertising, Media & Marketing professionals. across four pages along with the inside features of the car on pages To get in touch, write to: Abhilash Singh | [email protected] | Call at +91 9999989454 afaqs! Reporter ¦ Annual Issue 57 DIGITAL 25-30 year old urban, upbeat, fashion- conscious and socially-connected man. The app is currently designed for men’s apparel only, with women’s and kids apparel slated ALLEN SOLLY for inclusion next year. Colour Lab The campaign was released on social media This digital app from Allen Solly is an with a Colour Lab Playroom activity and extension of the Colour Lab campaign, where within three weeks of its release, the brand real people were brought in to represent the added 1.23 lakh fans on Facebook. The face of the brand. The ipad app makes colours brand has an overall following of 1.5 million the centre point and is available at Allen Solly people on Facebook. stores across India and on Trendin.com, Allen Solly’s e-commerce store. CREDITS Developed by: Mobilox The app allows the consumer to match a Social Media Agency: Blogworks garment with the colour of their choice. The merchandise is then custom dyed and delivered to the user within 15 days. The company expects this feature to contribute around 5 per cent of the sales during this fiscal. The Colour Lab innovation aims to target the DIGITAL samples. sit and watch the matches live in CADBURY their office, seven days a week. JWT, along with digital partners During the match, key points of DIGITAL Runtime Solutions, devised a DAIRY MILK celebration-worthy beginnings Facebook application through were noted, and turned into which users need to identify #ShubhAarambh tweets from the Cadbury Dairy themselves to a track that best League Milk Twitter profile. At the same defines him/her as a person, along Cadbury has nothing to do with time, graphical Facebook updates with the name of the artiste. Of cricket, yet, it made a forceful were also created in real time for the responses collected, BBC impact during IPL 2013 with a special moments, such as Chris shortlisted eight candidates and digital campaign, #ShubhAarambh Gayle’s knock of 175 or a hat-trick sent them DNA collecting kits. League, without spending a bean or a great Pollard catch. These on sponsorship. The campaign then got posted, along with the The collected samples were sent was conceptualised by digital tweets. to labs specialising in genetics agency, Pinstorm. to determine each DNA profile. The agency used online BBC then used specially designed On the day that IPL 6 dawned, evangelists like Harsha Bhogle software to convert each DNA Cadbury launched full-page ads in and Ayaz Memon to judge the best profile into a MIDI (Musical leading newspapers highlighting consumer tweets every day and Instrument Digital Interface) the #ShubhAarambh hashtag, announce small prizes. sample, which was later converted with the message - ‘T20 ka BBC to a track. #ShubhAarambh’. CREDITS Creative Agency: Pinstorm (BAY BEAT JWT launched the application in The online bit was more elaborate. February last year. The campaign Pinstorm had appointed teams to COLLECTIVE) was on for around a month and the agency aggressively promoted it Genomusic Project on both Facebook and Twitter. Mumbai-based electronic music production group BBC (Bay Beat BBC was founded by DJs Kris Collective), in partnership with Correya and Sohail Arora, in late DIGITAL JWT, launched ‘The Genomusic 2008. Project’ in India. The Project is an CREDITS experimental music album, with Creative Agency: JWT India eight tracks made out of fans’ DNA 58 afaqs! Reporter ¦ Annual Issue Twitter profile of Godrej Aer GODREJ AER and asked people to write in their reasons to avoid or quit Smokeless Air smoking. Once comments started #DontSmokeBecause is a Twitter pouring in, a video was filmed crowd-sourced music video for with the support of young college Godrej Aer. The lyrics of the song students, senior citizens, working comprise 2,704 tweets, posted by professionals and singers. people across India, and has been filmed with the support of 330 The brief received from the brand people. team at Godrej Aer was to engage with the youth on digital and pass Godrej Aer launched Musk After on the social message. The idea DIGITAL Smoke, which eliminates the stale was to get people to write the smell that lingers in a room after lyrics themselves. CADBURY Even when watched online, the smoking. The campaign aimed at video doesn’t look like an ad, as engaging with the youth through a CREDITS BOURNVILLE it uses subtle references to the social message. Creative Agency: Creativeland brand. The activation features a Asia Mall Proposal train with the message ‘Bournville Conceptualised by Creativeland Cadbury Bournville, the dark - Not So Sweet’ written on it, Asia, #DontSmokeBecause was chocolate brand, had taken a stand but the action in the background launched as a hashtag on the against excessive sweetness. As attracts all the attention making an extension of that campaign, the the train appear as a disturbance brand carried out an on-ground rather than an advertising activation in a Mumbai mall and message. the video of the activation went viral on YouTube. Posted on YouTube from a random DIGITAL user account, the video garnered Executed by Ogilvy & Mather three million views in less than Mumbai, the activation featured four days. a staged love proposal; a young man proposes his love to a young CREDITS lady, only to get thrashed by her Creative Agency: Ogilvy India for being too sweet with his words! Staged by theatre actors, the act absolutely stumped onlookers. ‘The Web is What You Make of GOOGLE It’ campaign, with a spot about Tanjore paintings, the ancient INDIA DIGITAL Indian art form that seems to be fading. In July 2013, came the Reunion ‘Start Searching India’ campaign Google India struck an emotional showing users how they can get chord with its new campaign instant answers to their most promoting mobile search. common queries. Connecting two friends from the 1947 partition era with CREDITS today, Google India’s campaign Creative Agency: Ogilvy India comprised a playlist of five ads, National Creative Director: Abhijit including ‘Fennel’, ‘Cricket’, closer to the people. In October was able to find his way back Avasthi ‘Anarkali’ and ‘Sugar-free’, but the 2013, Google Maps had featured home and family he never thought Group Creative Director: Sukesh most widely circulated one was the story of Saroo Brierley, who he’d see again. Nayak; ‘Reunion’. spent 25 years searching for his Business Head: Namrata Keswani biological family after getting Google has been promoting Production House: Chrome Conceptualised by Ogilvy & Mather separated from them at an Indian its products quite extensively Pictures India, the brief given to the agency railway station. With a little help in recent years. In December Director: Amit Sharma was to bring Google Search from Google, however, Brierley 2011, the company extended its afaqs! Reporter ¦ Annual Issue 59 OOH/ACTIVATION DIGITAL AASHIQUI 2 Lovestruck On July 28, for the world television premier of Aashiqui 2, a romantic movie, Sony Max came up with a slew of activities on television, out of home, print, cinema and KINGFISHER activity was carried out by JWT team found the perfect letters to Bengaluru - headed by Senthil form the word, BEER. Kumar, national creative director - Speaking Kinglish and Kingfisher’s brand team. Next on the brand’s agenda is the Kingfisher Premium, the flagship launch of a Kinglish microsite, brand from The United Breweries The font was made out of featuring easy-to-use downloads Group, came up with a specially impressions left by beer mugs, of this font in various sizes to designed font called Kinglish, beer bottles and beer cans from engage the youth. The company claiming that it was the world’s thousands of people partying at also plans to launch various first crowdsourced font. The the pubs. Letters like A, C, F, M merchandise (like T-shirts, beer digital. On the OOH platform, it contributions came from pub and W were crafted out to make a mugs and beer hats) to promote erected larger than life images hoppers across Bengaluru. language that looked and felt like Kinglish, across Kingfisher events of the protagonists at key points This was done as a part of the English. Hundreds of expressions in the country. across Delhi and Mumbai. The recently concluded edition of The for each letter were examined and images feature the scene from the Great Indian October fest 2013, shared on Instagram, Twitter and CREDITS movie where the protagonists save a Kingfisher-hosted event. The Facebook to gather votes until the Agency:: JWT Bengaluru themselves from the rain, under a blazer. OOH/ACTIVATION The campaign also saw several models in a similar pose at THE Bandstand and Marine Drive in Mumbai, standing alongside huge ECONOMIST posters, promoting the movie. Thank You The channel implemented a canter The Economist, a current affairs activity outside National College, publication that covers politics, in Mumbai, that had a ‘rose board’. business, science and technology, The students were asked to books and arts, launched an online pluck the flowers from the board campaign that asked people to and as the numbers of flowers thank those who introduced them reduced, the poster of the film was to the concept of reading. revealed. Some of the flowers had DIGITAL dinner vouchers hidden in them. To spread the message, the The agency also converted 10 bus publication created a microsite The video opens with a grandson made for India and the company stops across Delhi and Mumbai which allowed users to create thanking his grandmother for has no plans to extend it to other into musical bus stops. their own ‘thank you’ stories introducing him to the world of media platforms. and share them with friends books. and families on social networks. CREDITS CREDITS To promote the site, the brand According to the publication, no Agency: In-house Agency:: Storyboard Brandcom created a short film featuring real actors have been used and real OOH: Pramit Mehta & Dolly Desai people professing gratitude to people have shared their first Activation: Yash Verma those who introduced them to the reading experiences in the video. written word. The campaign was specifically 60 afaqs! Reporter ¦ Annual Issue BACARDI HOMESHOP 18 Walk the Line Scan N Shop Stating that 70 per cent of road Network18’s e-commerce accidents are caused by drunk and home shopping brand driving, spirits company Bacardi HomeShop18, in association with endorsed the message of Delhi International Airport, came responsible drinking with ‘Walk up with a virtual shopping wall the Line’, a digital on-ground named ‘Scan N Shop’ at Terminal activation that tests people after 3 (domestic) of New Delhi’s Indira they are a few pegs down. Gandhi International Airport in February this year. The pilot was installed at Club OOH/ACTIVATION Lemp in Gurgaon, where, after The passengers could browse a night of partying, people were Creative Agency: Webchutney through its entire range made to walk on a straight yellow Alongside this, Bacardi launched Creative Director: Gurbaksh of products and order by line by placing one foot in front of an Android application that takes Singh scanning the QR code displayed the other, until they reached the the same concept forward. Users Associate Creative Director: against each item, using their other end. Once there, a set of can test how steady they are and if Sattvik Misra smartphones. Consumers could lasers further confirmed whether they aren’t quite all right, they can Sr Art Director: Saransh Singh also order by calling the call he or she was sober enough to call for cabs through the app. For Software Engineer: Mandeep centre. drive. Lasers placed on either side, this, the brand had tied up with Singh OOH/ACTIVATION detected deviations, triggering an cab providers like Meru and Ola Sr. Flash Designer: Hemant alarm. If the patron failed the test, Cabs. Kumar he was provided with a chauffeur- Copywriter: Suparn Pandey driven cab to go back home. CREDITS HINDUSTAN TIMES Delhi’s T3 was chosen specifically For a Cause for the activation as the terminal Mumbai’s notorious traffic attracts thousands of commuters, has been a sore point for most who have enough time on their Mumbaikars. English daily hands before boarding their Hindustan Times (HT) recently flights. took up the issue with its campaign, Unclog Mumbai, which OOH/ACTIVATION The company’s objective behind was a part of the larger campaign, the initiative was to leverage their ‘Let’s make news better’. and kiosks were employed. Some traffic snarls on both sides. The technology and retail experience of the catchlines for the outdoor creatives for the campaign raised and create newer avenues of It began in September, with campaign were ‘Declare Linking questions like, ‘Who will pay for virtual commerce. editorials on the poor traffic Road a No-Parking Zone’, ‘Install the flights we miss’, the meetings conditions. This was followed Escalators at Skywalks’, ‘Reduce we miss?’ The initiative was similar to one by OOH innovations in places Pedestrians on the Road’. initiated in South Korea’s subway like Mahim Causeway showing CREDITS stations by Tesco HomePlus called how it had become a chronic HT had previously taken up a Creative Creative Agency: RK the Homeplus Subway Virtual bottleneck. The hoarding simply similar campaign in Delhi NCR Swamy BBDO Store. The activity brought the said, ‘Unclog Mumbai’. More than titled ‘Toll Free Gurgaon’. The OOH Agency: DDB Mudra Max store to the consumers. 500 touchpoints across the city campaign was a drive against the President & ECD: Sangeetha such as gantries, billboards, poles entry gates, which caused huge Narasimhan CREDITS Partner - Creative: Ambareesh Creative Agency: In-house Chakraborty Sr. Brand Design Director: Sunil Deorukar Sr. Partner: Neeraj Sangani Partner: Ramamurthy Iyer afaqs! Reporter ¦ Annual Issue 61 HUAWEI that the driver of the cab had with speed 3G internet services. The also that a wi-fi device enables him. A hundred vehicles were idea was to clear people’s doubts multiple users, unlike the usual equipped with the facility for this that dongle or data cards can be data cards that allow single users. Surfing En Route initiative. used not just with a laptop, but can Huawei Devices launched free also be plugged to a switchboard CREDITS Wi-Fi services for travellers on The brand also bought advertising at home, to a cigarette lighter in Agency: Interactive Bees Easy Cabs in Delhi and NCR. The space inside and outside the cabs. a car and gaming devices. And Creative Team: In-house data card manufacturer, through Airtel provided the service free an agreement with Bharti Airtel of cost to promote its high (which provides 3G internet services) and Easy Cabs, ran the OOH/ACTIVATION campaign in the month of July. Huawei placed its Wi-Fi data card E355, in the cigarette lighter section of the cabs, using an adapter. Internet services could be accessed by any traveller on his/her laptop, iPad, phone or any other device, using a password IDEA an extensive way to launch a high gates, traffic barriers, maps, Some other initiatives included decibel out of home campaign, boats, signages, helpline kiosks, special dialler tones, recharge spread over 1,000 touch points in umbrellas, inter-city buses and coupons at more than 500 retail Divine Idea the city. railway station hoardings. It outlets, ashrams and akharas, The telecom brand leveraged the also provided ‘Mela Maps’ to the canopies across the city and Purna Kumbh Mela, held once in The OOH campaign used several devotees, with information on the installation of 150 PCOs in every 12 years in Allahabad, in outdoor formats such as welcome key areas of interest. Signages Haridwar. displaying various administrative helpline numbers like fire, police CREDITS and ambulance were also put up Agency: Platinum Outdoors across the city. Creative Agency: Lowe Lintas and Partners To engage customers in the circle, Servicing: Raj Gupta, Satish the telecom giant launched a Ramanathan, Trayambak contest, ‘Shahi Nav Mein Sangam Dasgupta, Sheetal Ganju, Snaan ka Idea’. Consumers Kunal Dani OOH/ACTIVATION recharging their phones between Planning: S. Subramanyeswar, January 18 and February 3 won Sayan Som a boat ride (organised by Idea) Creative: Ashwin Varkey & Team to take a dip in the holy waters during February 12-24. 5-9 pm show, ‘U-Turn’ with RJ parodies of popular Hindi songs. RED FM Praveen, from the booth for 10 For example, one creative had consecutive days, with several RJs the words ‘Traffikum Signalum Message in Style and television celebrities on the Critical Conditionum,’ referring To celebrate its 10th anniversary show. to the increasing traffic creating in Kolkata, Red FM put up a bottlenecks in the city, in a parody billboard measuring 20X10 feet, In another initiative to reposition of the Bollywood song ‘Dreamum with a booth in it for live radio itself as a complete Hindi radio Wakeupum’. OOH/ACTIVATION shows, between May 10-20. The station, the channel launched an studio-cum-billboard was put up OOH campaign in Bengaluru with CREDITS Creative Director (Art): Mani at Camac Street, a popular youth billboards, kiosks, gantries and Creatives: Inhouse (For the Jayaram hangout. The backlit billboard other touchpoints delivering social billboard Radio station) Copywriter: Archana Sudarsan housed a sound-proof studio messages Bollywood style. Activation: Crossroads Account Director: Puneet Puri to ensure noise free delivery of The creatives integrated the Agency: Yang Saints and Warriors Account Executive: Abhishek Bose content. The channel ran its usual local issues of the city with Head of office: Sanjay Sharma Production: Manish Jaggi 62 afaqs! Reporter ¦ Annual Issue EI heavy outdoor activations. Ei- SAMAY Samay had put out 10 cut-outs, OOH 500 temporary hoardings and 42 Do-Gooder outdoor ads during the festival. Ei-Samay, a Bengali daily from the This was supported by an on- BCCL Group, launched a campaign ground activation where people during the auspicious occasion across Kolkata gathered to feed of Durga Puja, where it created a underprivileged kids. special Goddess Durga symbol, bereft of any weapons and filled The campaign was supported with with compassion instead. heavy editorial promotions, along with digital activities. The campaign, Apon Hote Bahir Hoye...Pujo Ei Samay, featuring CREDITS ‘Benign Durga’, emphasised Creative Team: Ebong on giving back to society and Activation Agency: Splash, Cherry supporting the less-privileged Tree and Platinum sections of society. OOH/ACTIVATION The mass media campaign saw happen when parents take a VIACOM18 vacation and the youth they leave behind grab the opportunity to Something Fishy party. Viacom18 sent out more than 300 fish bowls filled with a condom, In another interesting activity, a joint and sex booster pills to the company placed fish bowls media organisations, celebrities at fish markets and rickshaws in and twitter-digital influencers, in Mumbai. The BTL activation was an attempt to generate buzz and initially launched in Mumbai, and create social media visibility, for was later extended to Delhi, Pune its movie ‘What the Fish’. and a few other towns. The film, set in Delhi, revolves CREDITS around the crazy things that can Marketing Team: Viacom18 Motion Pictures OOH/ACTIVATION PR Agency: Hardly Anonymous CREDITS Communications VODAFONE Marketing Team: Vikram Passi & Design Agency: Xtrathin Design Royce Nair Activation Agency: George P. Musical Intervention In January 2013, Vodafone India Agency: OgilvyAction Johnson (GPJ), India initiated a campaign to spread President - Ogilvy Action & Agency: Laqshya OOH awareness about its range of Country Head - Outreach & Live: Value Added Services, at the Samir Gupte Maha Kumbh Mela. To promote National Creative Director: Vipul devotional music from Vodafone’s Salvi Value Added Services stable, the Creative: OgilvyAction creative agency used a neccessary winter team accessory – the earmuff - which Client Servicing: Tarun Gupta & turned into musical earmuffs that Sandesh Chavan played devotional music. Production House: @infiniti films Director: Vishal Mangalorkar Thousands of Vodafone Musical Producer: Pria Mundra OOH/ACTIVATION Earmuffs were distributed to Director of Photography: Karthik people from diverse socio- Ganesh economic backgrounds, helping Editor: Rizwan Maple the brand reach out to a large Music: Sachin Mittra number of people at a low cost. Fabricator: Jay Sinha afaqs! Reporter ¦ Annual Issue 63 The brands that hit the headlines in 2013. An analysis across categories. Lifestyle, introduced 670 colours Allen Solly came up with a Colour By Ashwini Gangal, Prachi Srivastava and Rashmi Menon for dyeing shirts and trousers. Lab app that gives customers a free hand in choosing the colour of While some colours will be their choice and design the shirt available in the stores, the rest of or trouser. the shades can be customised and ALLEN SOLLY home-delivered after being dyed The brand intends to extend the at the company’s Bangalore-based same experience for its women In the news because: manufacturing plant. According customers, who contribute a The men’s clothing brand to the brand, the target users are quarter of Allen Solly’s sales. introduced customised men who are fashion-conscious, Considering the sluggish colour dyeing for customers. want variety and would be willing economy, the brand expects that to wait for the products to be this innovative initiative will help customised (it takes 15 days for boost walk-ins and help in top- Exclusive the process). of-mind recall. Around 2.8 lakh Breaking the limited colour people have viewed the Colour Lab palette options, largely The campaign was heavily tutorial video on YouTube so far. associated with men’s clothing, promoted on print as well as Allen Solly, the casual clothing online. On the digital medium, brand from Madura Fashion & AMAZON INDIA In the news because: which entered India in 2005, after The e-commerce player acquiring Bazee.com. Flipkart too launched operations in India. is no push-over, since it has raised a war chest of $360 million in 2013 New Import and has made a great reputation July marked the entry of global for itself since its launch in 2007. e-commerce player Amazon, in the country. The brand was Amazon has recently launched a already present since February fulfilment centre in India. Globally, 2012 through Junglee.com, an such centres store sellers’ online shopping service that helps products. Amazon is responsible brand is known for its punctuality, India venture with two product customers find products from for picking it up, packing it and super-fast business and amazing categories (books and movies), online and offline retailers and delivering it to the buyer. The deals. Amazon kicked off its but now also has TV shows, Kindle also compare prices. e-readers, tablets, e-books, computers, mobiles, cameras, While there are many players in toys, baby products, watches, this space, Amazon.in is facing personal care and health products, the strongest competition from jewellery, home and kitchen another global giant eBay.in, appliances and beauty products. 64 afaqs! Reporter ¦ Annual Issue AMUL BUTTER In the news because: company that owns the Amul news channels). will help reinforce the bond she The brand contemporised the brand, decided to contemporise shares with her existing loyalists Amul girl for the first time in the butter girl by turning her into Experts feel that expanding her and also establish a strong more than 50 years. a regular, well-rounded cartoon appeal beyond the outdoor space, connect with today’s youth. character, who can be profiled New Avatar from several angles. Amul Butter’s lovable mascot, fondly known as ‘The Amul Girl’, The girl also appeared in the got a new dimension this year, brand’s TV ad (produced and both, literally and figuratively. For directed by Kailash Surendranath) the very first time since her birth, in her new avatar, where she over half a century ago, Toonz introduces viewers to a bunch of Animation gave the butter girl a different ways of consuming Amul three-dimensional form. butter. The brand began leveraging the mascot’s appeal beyond Before this, the moppet was a butter - the girl has started two-dimensional static image appearing on Amul’s otherwise and had a flat, sketch-like form. boring milk packets. Apart from This year, Gujarat Cooperative print and digital, Amul aired short Milk Marketing Federation, the 10-second films on TV (specifically BOURNVITA In the news because: 2011 on Colors, after a social The Bournvita Quiz Contest media movement ‘Bring BQC made a comeback on Colors. Back’, started by BQC loyalists on Facebook. Revived To commemorate its 40th In 2013, the show leveraged the anniversary, Bournvita Quiz digital evolution by launching a Contest (BQC) was back on free app called IndiaPlaysBQC. television this year. What started As per Google Play, the app has out as a live quiz show in schools registered 50,000+ downloads. ASIAN PAINTS in 1972, moved on to become a In addition to the Hindi version radio show between 1973 and that was aired on Colors, BQC In the news because: association with Asian Paints. 1991. also launched a special edition, The brand launched an AFP on The show, aired at 6.30 pm every tailored for its fans in Tamil Colors. Saturday, was produced by BBC In 1994, with the advent of cable Nadu on Sun TV. In this Tamil Worldwide India and hosted by TV, it made its debut on national edition, the show was titled Untold Stories actor Vinay Pathak. television and was on-air till Amma Kuzhandhaigal Challenge While brands do invest money in 2007. After a brief hiatus, it and featured mothers with their advertiser funded programmes The show showcased the made a comeback in the year children as participants. (AFP), it’s very rare on Hindi GECs. never-before-seen journey of One big reason is the high cost of personalities, from the world investment and the other is the of film, TV, music and sports. It time slot the channel allocates to featured the childhood homes and the show (it’s almost never prime- memories of Indian celebrities like time). Typically, AFPs work better Govinda, Waheeda Rehman, Irfan when the audience base is smaller Pathan and Sakshi Tanwar. Pathak and sharply focused. met their families, neighbours and childhood friends and brought out In September this year, Colors a different side of the celebrities. launched the Indian adaptation of The show chronicled their journey The House That Made Me called - from overcoming adversities to Har Ghar Kuchh Kehta Hai in achieving success. afaqs! Reporter ¦ Annual Issue 65 CADBURY The brand had also run a digital campaign #ShubhAarambh DAIRY MILK League executed by digital agency Pinstorm. In this activity, key In the news because: points of celebration-worthy The chocolate brand indulged beginnings were noted and turned in extensive communication in into tweets from the Cadbury Dairy 2013. Milk (CDM) Twitter profile, during the IPL matches. Sweet Indulgence CDM, as it is referred to, moved up Chocolate Factory at KidZania in According to Pinstorm, the another level this year, by rolling Mumbai. At the factory, children campaign generated over 80,000 out a campaign for Silk, wherein get a first-hand experience of conversations on Facebook and the brand caught up with Cadbury how their favourite chocolates Twitter, reached 47 million unique Silk lovers inside an elevator. The are made. The entire experience people on Facebook and 3.8 brand also partnered with Shah aims at enhancing a child’s ability million unique people on Twitter. Rukh Khan-promoted edutainment to work cohesively in a group and CDM’s Twitter followers doubled brand KidZania, to set up the deliver products of the highest and 250,000 new fans were added standards. to its Facebook page. DETTOL KITCHEN In the news because: brand. What started off with a dishwash liquid The newly launched dishwash liquid gel, spilled over to other product lines of the declared war on HUL’s Vim. two companies. Ad Attack In spite of getting a ruling from Kolkata High Dettol from Reckitt Benckiser decided to Court directing Reckitt Benckiser to modify make a splash in the dishwash liquid category its Dettol TVC showing Vim’s name and the by attacking segment-leader Vim (from comparison, HUL got back at Reckitt Benckiser HUL), in February. The TVC showed a clinical with a print ad that announced how HUL’s presentation of how Dettol Kitchen, the Lifebuoy was a better germ-killer than Dettol dishwash liquid gel, helps kill the germs in the antiseptic liquid. The battle also touched the utensils more effectively than Vim. olfactory senses, with Vim claiming how its lemony smell helps not only clean the vessels Dettol has always positioned itself as a but also leave it odourless. personal hygiene brand that kills germs. So, the communication in the new product line was consistent with the positioning of the parent FASTRACK In the news because: The youth brand propagated Themes that Fastrack picked for living on the fringes of society its recent ads include several with panache, in its ads. provocative and daring ones such as lesbianism and, most recently, Bold and Edgy threesomes. That’s many steps With every second brand looking to ahead of the brand’s erstwhile position itself as a ‘youth brand’, endorsement of casual, pre- what can one do to stand out? marital sex. Titan’s Fastrack opted for a route that instantly put the brand in the What’s noteworthy, though, is that fast lane - bold advertising. the brand managed to live on the edge without resorting to explicit dressed like people – one girl and fingers). Fastrack has managed It started with Move On, a imagery. Even its most provocative one guy. The ‘couple’ is shown to do more than just rattle declaration of norm-defying ad films are suggestive at best. dancing and then getting into bed convention. It stood out. modernity than a tagline. And this Consider this year’s ‘Hands On’ only to be joined by yet another stance only got stronger with time. ad in which human fingers are ‘girl’ (played by a separate set of GODREJ KRRISH 3 In the news because: The movie had multiple brand associations and merchandising tie-ups. Big Noise In a one-of-a-kind association, character has been licensed to Film Kraft Productions gave the broadcaster for a period of five Turner International India the years. rights to produce animated movies based on Krrish, the There were Krrish 3 games too, super-hero. Turner tied up with exclusively available on Windows Toonz Animation to produce smartphones, tablets and animated movies and telecast laptops. Developed by Hungama these on Cartoon Network Digital Media Entertainment and In the news because: Knight and so on. Yet, the brand’s in four 65-minute films. The Gameshastra, the game gives a The brand created an products are subtly weaved into taste of all the Krrish 3 action with interesting integrated the humorous storyline. multiple characters, weapons and corporate campaign with actor amazing graphics. Aamir Khan. According to Godrej Industries, the integrated campaign was the Graphic India and Film Kraft A Complete Package result of a survey carried out in Productions rolled out Krrish Godrej Industries, one of the late 2012, which indicated that it 3 comics and a digital comic oldest consumer marketers, was time that the company came series titled Krrish: Menace of launched an integrated brand out with a campaign that showed the Monkey Men. Krrish 3’s first campaign covering its wide the brand in a contemporary look was unveiled on Facebook portfolio of products, this year. light, through its innovative range and Instagram by Hrithik Roshan, It did this in an intriguing way by of products. Till now, Godrej’s through live video chats. Del roping in Aamir Khan to play a campaigns have usually talked Monte launched Krrish co- female character. The ‘Zindagi about its individual products. branded packs for its ketchup, Muskuraye’ series of TVCs showed Although the campaign features sauces and fruit drinks. Film Kraft situations revolving around Aamir, a young, urban couple, who are also partnered with brands such his friend and wife, which center financially well-off, the brand as Snickers, Havmor, Tata Manza on a range of Godrej products - states that its products cater to and Kellogg’s Chocos. air conditioner, hot plate, Good consumers across age groups. afaqs! Reporter ¦ Annual Issue 67 LIFEBUOY ‘branded rotis’, with the message, Lifebuoy se haath dhoey kya? (Did you wash hands with In the news because: Lifebuoy?). The campaign began on January The brand tackled diarrhea head-on with too are finding it attractive. HUL’s antibacterial 31 and was designed by OgilvyAction India, its innovative campaign. soap brand Lifebuoy took its war against the activation arm of Ogilvy India. The agency diarrhea on-ground, at this annual mega- developed its own heating stamp (sans ink) to pilgrimage. brand the rotis and 2.5 million branded rotis Food For Thought were distributed, at the event. The annual Kumbh Mela is a big stage for Lifebuoy tied up with over 100 local eateries to storylines in Hindi movies. Now, advertisers execute an ingenious plan. The team gave out This activation effort is part of Lifebuoy’s larger plan to reduce child deaths. On October 15, to mark ‘Global Handwashing Day’, the brand expanded its ‘Help a Child Reach 5’ campaign to communities and villages, across 17 countries. The pilot project was launched in Thesgora, a village in Madhya Pradesh that has one of the highest rates of diarrhea in India. Lowe Lintas’ award-winning Gondappa TVC was part of this campaign. Over the past three years, Lifebuoy has taught healthy handwashing habits to 130 million people globally (of which 47 million are in India). MICROMAX NOKIA In the news because: In the news because: white people in its ads (funnily for The brand has been creating The handset marketer is an Indian audience) and by roping a lot of buzz around its Lumia making its presence felt on the in Hollywood hunk Hugh Jackman and Asha series. global map. as its brand ambassador. Abuzz Noteworthy For now, Micromax has managed Nokia’s Lumia smartphone Micromax has always been to pave its way into the hearts of series, embedded with Windows a buzzy brand, but 2013 was consumers. They include feature operating system, is targeted special. For starters, according phone users looking to upgrade to at higher-end customers. A few to recent reports released by the a smartphone, the price-conscious months after its launch, Nokia International Data Corporation youngster who aspires to use an released a series of television (IDC), it crossed the two Apple but can’t afford one, or the commercials around the Lumia million units mark in sales of executive who can afford an Apple series, where a bunch of smartphones in 2013. The brand is but wishes to be practical and buy youngsters were shown using currently the 12th-largest handset a phone with similar features for different features of Lumia and manufacturer in the world, half the price. sharing it with others in their according to the Global Handset groups. Some of the features Vendor Market Share report by highlighted in its ads are low light Strategy Analytics. Micromax – photo shoot and perfect group with a strong presence in India, shots. Bangladesh, Sri Lanka and Nepal launched, Nokia’s first tablet, - is all set to expand its footprint To further promote the Lumia which competes with Samsung. elsewhere. series, the mobile brand partnered with the movie Yeh Jawani Hai Interestingly, last year, Nokia It helps that the brand’s chief Deewani. The production crew had launched the Asha series marketing officer, Shubhodip Pal, used Nokia Lumia 720 to click to target the lower-end mobile makes no qualms about admitting some behind-the-scenes photos, phone segment. The series, which that he has been working hard as the handset is known for its has smartphones priced as low to rid Micromax of its ‘Chinese imaging capabilities (camera as `4,000, has done exceptionally trading company’ image. This, the lenses, low light imaging). well in the marktet. brand has achieved by featuring In October 2013, Lumia 1020 was 68 afaqs! Reporter ¦ Annual Issue In the news because: off items that are not of use. earn money by easy sale of old, OLX. With its ads, the portal is IN unused commodities. impacting consumer thought The consumer-to-consumer process and behaviour. (C2C) portal for used goods had Olx also launched a digital carried out its first integration with advertising campaign on YouTube Making Selling Cool the Hindi movie, Ghanchakkar. where it showcased a host of It had launched a campaign 30-second videos that aim to make Olx.in has brought about that comprised two films - both it easy for the user to post an ad a change in consumer showing scenes from the movie on the portal. behaviour and has - that connect with OLX’s product impacted their mindset position in a seamless way. in terms of online sale of their belongings. Additionally, the company also Revolving around the rolled out a digital campaign concept of ‘Bech De’, this across seven cities in the country, year it rolled out a series of to help consumers clean their commercials urging people to sell homes without much hassle and PEPSODENT In the news because: The intention might have been The toothpaste brand to attract attention away from launched an ad assault against CloseUp, which is also an HUL competitor Colgate. brand. Interestingly, Pepsodent’s ad went on air on a Friday, giving Offence Intended it a free play over the weekend and stalling Colgate from getting a Hindustan Unilever’s Pepsodent legal recourse. Germi Check surprised everyone by carrying out an offensive On December 10, the Delhi High campaign against the Colgate- Court granted relief to Colgate and Palmolive owned Colgate Strong restrained HUL from publishing Teeth, without any provocation. or showing advertisements that The TVC clearly featured Colgate’s disparaged Colgate Strong Teeth packaging and compared the or any of Colgate’s products. toothpaste with Pepsodent by index is 100 per cent. If that’s the cent of the `6,000-crore toothpaste showing how the latter is better Meanwhile, the 130 per cent case, Pepsodent is just 30 per cent market. And, over half of this and has 130 per cent ‘germ attack claim has been cleverly used by stronger than its competing brand. share is from Colgate’s basic power’. the brand, considering Colgate’s Colgate stakes a claim on 55 per product, Strong Teeth. SNICKERS In the news because: India is the only market where Mars has launched egg-less Snickers chocolate bars. Going Veggie In June, Mars International India introduced the egg-less variation of Snickers chocolate. It Mars’ chocolate brands have been available featuring actors Rekha and Urmila Matondkar. was the first time that the US-based chocolate in the Indian market for some years now, the manufacturing company had come out with company consciously focused on chocolates The campaign is an extension of the brand’s the variation specifically catering to the Indian as a business model to expand on, three years global campaign - ‘You’re Not You When You’re market. ago. Hungry’. According to Mars, it has seen a noticeable increase in demand after the ad In fact, the company also went to the extent of Mars recently launched a television campaign. setting up a new assembly line to manufacture commercial for Galaxy, another chocolate vegetarian Snickers. Despite the investment, brand. The two brands are available at various Mars continued to offer Snickers at the same price points, the lowest being `15. Earlier this price as its non-vegetarian variant. While year, Snickers launched a television campaign SPRITE In the news because: TThereher have been several theories Of course, Sprite is as much a fizzy drink as it The brand stole Thums Up’s thunder.er. explexplaining why this happened. is a lemon flavoured one, but the consumer’s BBrandra experts opine that this psyche works in mysterious ways. ‘Clear’ Winner couldcou be indicative of consumer Four years ago, Sprite overtook Pepsi preferencespre shifting from coloured At the end of the day, perception is everything. to become the No 2 soft drink brand inn colasco to clear drinks. Sprite’s Perhaps Sprite’s ‘lemon-ness’ supersedes India. Continuing its giant-killing spree,e, popularpo ad campaign and tagline its ‘carbonated beverage’ image. A similar the lime-based drink from the house ‘Clear‘C Hai’ comes to mind given instance is Parle Agro’s Appy Fizz, a fizzy of Coca-Cola, emerged as the largest thist analysis of the brand’s beverage categorised as a fruit-based drink, selling soft drink brand in 2013. transparent success (no pun than as a carbonated one. intended). What made this victory even more significant is the fact that Sprite Some feel it could be reached the top slot by dethroning reflective of an entirely stablemate and reigning leader different trend – a shift in Thums Up (leader for the past 30 consumer preferences from years). traditional colas to citrus or fruit flavoured beverages. 70 afaqs! Reporter ¦ Annual Issue A look at the hits and misses of 2013 across languages and genre. By Prachi Srivastava and Raushni Bhagia GENRE FICTION BADE ACHHE LAGTE HAIN GENRE SUSPENSE/THRILLER In the news because: took a six-month leap when Ram The show has taken three time Kapoor (played by Ram Kapoor) leaps in one year. was seen struggling to make both ends meet and take care of Priya Now and Then and Peehu as well. While time leaps are now very common on Hindi GEC shows, The show was then in the news Ekta Kapoor’s Bade Achche Lagte in August, for a probable 20-year Hain seems to be inordinately fond leap, but it took a nine year leap of the concept. Last year, the show instead. After nine years, Peehu took a five-year leap when Priya was shown as a teenager and COLORS (the female protagonist played Priya’s focus shifted to parenting by Sakshi Tanwar) and her five- her daughter. year old daughter Peehu (played by Amrita Mukherjee) moved It didn’t end there. Just one month 24 to Dubai, away from the family, later, the show took another leap, In the news because: resulting in clashes, romance and this time of seven years after 24 has to its credit a stellar cast It’s the Indian adaptation of re-unions in the storyline. which Priya was seen on her death of celebrities such as Kapoor, the popular US thriller series, bed (she had met with an accident Anupam Kher, Shabana Azmi and produced by actor Anil Kapoor. However, these leaps were not seven years ago) and had slipped Mandira Bedi. Directed by Abhinay generation leaps. In February, into a coma. Deo, it is one of the costliest 2013, Bade Achhe Lagte Hainn A Class Act properties on television today. An efficient cast and good production quality are what stand The channel implemented a robust out in the Indian adaptation of campaign for the promotion of SONY the popular US thriller series the show. Apart from innovative 24. The show is Bollywood actor outdoor campaigns, the channel Anil Kapoor’s first television had also launched a 3D game production. to promote the show. The game (based on the actual story) allows players to live the life of Anti- Terrorist Unit (ATU) Chief Jai Singh Rathod, portrayed on-screen by Kapoor, as he races against time to combat terror and protect India’s future Prime Minister from being assassinated. 72 afaqs! Reporter ¦ Annual Issue GENRE CRIME GENRE COMEDY, COOKERY JO BIWI SE KARE PYAAR MTV In the news because: with a story that revovles around It’s the first advertiser-funded the lives of a new-age couple who, programme to be launched in despite leading demanding work- the evening prime-time band lives, try to find interesting ways in the Hindi GE entertainment to spend time with each other. The space, though the channel and husband surprises her by cooking the marketer call it a “brand- meals using Prestige’s smart partnership”. kitchen appliances and highlights their bonding in the kitchen. What’s Cooking? MTV WEBBED SAB TV opened its 7.30 pm slot A major portion of the total cost In the news because: of the show is being borne by It’s the first show based on Prestige. The channel, meanwhile, The youth entertainment channel cyber crime. is investing in marketing the produced the show in partnership show and in bringing together the with an NGO, Cyber Crime SAB TV concept. The channel has denied Awareness Society (CCAS). Click to Caution that the show is an AFP, but media Crime shows have always worked planners say otherwise. Produced well on television. Re-construction The show, launched on September by Deepti Bhatnagar Productions, of real-life incidents of crime 14, focuses on creating awareness the show is planned for 26 - to spread awareness about about cyber abuse. It is an MTV episodes. the same - entered the Hindi India IP (intellectual property). The GE space a long time ago with second season of the show is on This is the first time that Crime Patrol that appeared on the cards. SAB TV launched branded Sony Entertainment Television in content as a part of its daily 2003. Channel V (Gumrah), Colors MTV Webbed is based on the FPC (fixed point chart). (Shaitan-A Criminal Mind) and Life theme ‘Think before you click’, OK (Savdhaan India) joined the each episode was hosted by a trend, with MTV being the latest different TV actor. follower. GENRE DRAMA ZEE TV QUBOOL HAI In the news because: This fiction show, based on a Muslim family, has been doing well and features on and off in endeavour. currently pitted against Yeh Rishta the top 10 list of shows on Hindi Kya Kehlata Hai (Star Plus), Jee GECs. Having aired over 280 episodes, Le Zara (Sony), Bigg Boss (Colors), the show is all set to go in for Jeanie aur Juju (Sab TV) and Novelty Factor longer innings. It is reportedly Tumhari Paakhi (Life OK). Qubool Hai launched with spending a lot of money to keep expectations of reviving the fan the lead actor, Karan Grover, from The storyline of the show revolves following of Heena, another being a part of any other show. around dispelling the myths and superhit show with a Muslim stereotypes around Islam and the community in the centre of the When launched, the show replaced Muslim community. story. And it has succeeded in this Phir Subah Hogi at 9.30 PM and is 74 afaqs! Reporter ¦ Annual Issue GENRE In the news because: FICTION - LOVE STORY The shows, which were considered to be risky propositions, have done well SARASWATICHANDRA on the viewership charts. In the news because: The show marked Sanjay Leela Against All Odds Bhansali’s television debut and Both the shows have been rating exit. above average since their launch, but Jodha Akbar is way ahead of Buddha in terms of numbers. The Grandiose former’s performance surprised Saraswatichandra has been one of many media planners who did not the most popular television shows expect it to do well. But this Balaji of the year. It was launched in STAR Telefilms’ production has worked February and marked Bollywood PLUS well for Zee TV and features in the director-producer Sanjay Leela 10 most watched shows’ list on Bhansali’s foray into television. Hindi GE genre. The show’s launch was widely The other shows that have been Sphereorigins Multivision (which covered in the media. simulcast on the national channel produces Colors’ Balika Vadhu The makers of Jodha Akbar don’t are Satyamev Jayate (Star), and Star Plus’s Iss Pyaar Ko claim that the show is based on The love story has been adapted Ramayan (Zee) and Sur-Kshetra Kya Naam Doon) took over the real incidents - although they from the Gujarati novel of (Sahara One and Colors). responsibility. Saraswatichandra, agree that some parts of the the same name written by when launched, was one of the story are inspired by history Govardhanram Madhavram Surprisingly, Bhansali exited most expensive fiction shows on - but the show got into many Tripathi. It is the first daily soap from the show within six months, Hindi GECs. controversies, like the movie. to be simulcast on DD National. citing internal issues. Thereon, There were protests from the Rajputs of Rajasthan for distortion of historical facts for commercial GENRE FICTION GENRE purposes and there were many who claimed that Jodha was not (WEB EXCLUSIVE) HISTORICAL/ Akbar’s wife. COSTUME Meanwhile, Buddha, which was launched on the ‘famous’ Sunday MTV DRAMA ONLINE 11 am slot, also got dragged into controversies. The first one arose when the show depicted JODHA that Buddha was born in India and cable operators in Nepal AKBAR AND boycotted the channel. Then Zee aired a yagya that was perfomed BUDDHA by Buddha’s father, but there was an outry by the Buddhist community as there is no mention of any yagya in the history of SATURDAY NIGHT, ALRIGHT Buddha. In the news because: as well as on the YouTube channel It is the very first fiction show of MTV. McDowell’s No 1 Soda for the online platform, despite is the presenting sponsor of the there not being much scope for show, which revolves around four ZEE TV advertising revenues in the friends and their friendly banter format. over a round of “enjoyment” on Saturday nights. Inter-tainment This web exclusive show, has 10 MTV claims that there were two minute-long episodes, considering major reasons for launching the the shorter attention span of show - it is highly unexplored in the younger audiences. It will be India and has massive potential. available on the channel’s website afaqs! Reporter ¦ Annual Issue 75 GENRE MYTHOLOGY MAHABHARAT In the news because: mythological show to engage STAR It was launched amidst high- PLUS with viewers across multiple decibel marketing activities. touchpoints - outdoor, digital, print media and on-ground activations. Epic Launch Technology was a key element The fourth version of the epic of the campaign since the show on Indian television, after BR targets young audiences. Chopra’s Mahabharat (1988-1990), the characters were mounted on over two weekends in malls, Chandraprakash Dwivedi’s Ek As per industry estimates, the the hoardings. In association with urging people to see the designs Aur Mahabharat (1997) and Balaji channel spent around `12-15 The Times of India and Contract of costumes, weapons and other Telefilms’ Kahaani Hamaaray crore in promoting Mahabharat Advertising, Star Plus released materials used for the show. Mahaabhaarat Ki (2008), was (on platforms other than the four full-page 3D ads, along with Glasstrons, which are special 3D launched on Star Plus. network’s own channels). Star 3D glasses, in Bombay Times glasses, also took the visitors Plus, with DDB Mudra Max OOH, and Delhi Times. On ground, the on a virtual tour of Hastinapur, The channel launched a disruptive rolled out an innovative OOH channel created museums in Mathura, Vrindavan and other promotional campaign for the campaign where 3D sculptures of Delhi and Mumbai, for four days cities of importance in the epic. GENRE GENRE ANIMATION AND HORROR ROMANCE CN YEH HAI AASHIQUI In the news because: It broke the monotony of the Market perceptions suggest that popular 7PM slot in the youth the show has been able to reach GE space. The show has clocked the audience beyond the core TG LIFE OK record ratings. of the channel, which is viewers in the 15-24 years age group. (60-90 minutes long) instead of Love Actually KID KRRISH a TV show. While Film Kraft (the Yeh Hai Aashiqui on Bindass The channel spent close to 20 per production house of Krrish series) AND EK THHI showcases dramatised versions cent of its total annual marketing licensed the characters to Cartoon of true love stories, which are budget on promoting the show. Network, Toonz Animation (the NAAYKA unique and unheard of. The insight company behind Howzatt and behind the launch of the show The increase in ratings of the slot Chhote Hanuman) is weaving In the news because: was that love and heartbreak is on Bindass is close to 200 per Krrish into animation. Both the TV series were an instant connect, be it betrayal, cent, in terms of TVTs (which is created as promotionals for infidelity, double-timing or a love the absolute number of people Ek Thhi Naayka was produced by Bollywood movies. story full of obstacles. The show, watching the channel during that Balaji, the same production house launched on August 25, is aimed slot, including repeat viewers). that made the Bollywood movie, at crowdsourcing stories from the Movie Buzz Ek Thi Daayan. The fiction horror viewers. The two TV series were launched series, spanning 16 episodes, was to promote Bollywood movies aired on Life OK. Krrish and Ek Thi Daayan, respectively. Kid Krrish was an The show was a collection of animated series featuring the eight stories where each episode younger version of the protagonist showcased one ‘maha naayaka’ in the movie played by Hrithik waging war with the demons. It Roshan. featured television superstars such as Smriti Irani, Sakshi The channel decided to create Tanwar, Shweta Tiwari, Ankita a four part tele-movies series Lokhande, Kritika Kamra and BINDASS 76 afaqs! Reporter ¦ Annual Issue GENRE REALITY GENRE REALITY BIGG BOSS (KANNADA, BANGLA) AND KON HOEEL MARATHI CROREPATI 140 GRPs. The show was hosted by Sachin Khedekar. The channel is gearing up to launch the second season of the show which will be a ‘Jodi Special’, wherein Khedekar will play the game with two contestants, related to each other. The prize money will be `2 crore. The regional versions of Bigg In the news because: Boss – Bigg Boss Kannada (ETV Regional adaptations of LIFE OK Kannada) and Bigg Boss Bangla popular reality shows pushed (ETV Bangla) were launched this channels’ growth. year. The Kannada version was hosted by actor Sudeep, while the Local Connect Bangla one was hosted by Mithun THE BACHELORETTE INDIA Kaun Banega Crorepati catapulted Chakraborthy. Star Plus’ popularity, boosted In the news because: Sony’s viewership and worked its It is pertinent to note here that The format of searching for magic on some of the regional the Hindi version of Bigg Boss airs grooms and brides on-air channels too. on Colors, a Viacom18 channel resurfaced with this show. and a sister channel of ETV, while Its latest version in Marathi, Kon KBC airs on Sony Entertainment Hoeel Marathi Crorepati (KHMC) Television. Bigg Boss continues Matchmaking had a dramatic effect on the to be produced by Endemol India The show, the first studio viewership of ETV Marathi, pulling in the regional versions as Big production on Life OK, aimed the channel up from about 80 Synergy produced KBC’s regional at searching for a groom for GRPs (before KHMC’s launch) to adaptations actress Mallika Sherawat among the 30 participants who were selected from across India. It was similar to Imagine TV’s Rakhi on Bollywood dancing style, it Ka Swayamvar, Rahul Dulhaniya provided a platform for people to Le Jayega and Ratan Ka Rishta, GENRE show their dancing talent. The which were very popular. However, show made a comeback recently Imagine TV’s versions were based after four years. on the international show, The Bachelor, while the one on Life OK Produced by Ravi Behl and Naved SONY was a licensed adaptation of the Jafri’s R&N Production, the show international format. this time is a kids’ championship, aimed at offering a different level Shot in Udaipur palace, just as of entertainment to the audiences. the earlier version, the show was DANCE While talent hunt shows engage produced on a grand scale and it with the audiences through public remains the costliest show on the REALITY voting, Boogie Woogie does not. channel till date. The basic essence of the show BOOGIE WOOGIE remains intact and one participant The Bachelorette India ran for 20 will be selected as the winner., In the news because: episodes starting October 7, 2013. New Moves unlike earlier seasons. It’s making a comeback after While it created a lot of buzz, it Boogie Woogie was the first three-and-a-half years. failed to set the ratings on fire. ever dance reality show to Boogie Woogie is the only dance launch in India (in 1997). Based reality show on Sony. afaqs! Reporter ¦ Annual Issue 77 GENRE REALITY COMEDY GENRE SINGING REALITY COOKING REALITY INDIAN IDOL JUNIOR AND JUNIOR MASTERCHEF SONY In the news because: COLORS First season of Indian Idol and Masterchef India with kids. Child’s Play COMEDY NIGHTS After six seasons featuring adult WITH KAPIL participants, Sony, for the first time launched Indian Idol Junior. In the news because: The first season included children It is the year’s most successful aged 5-15 as participants and reality-comedy show. was judged by music director- duo Vishal Dadlani and Shekhar reality shows on Hindi GECs in the Laugh It Off Ravjiani and singer Shreya past such as Cook It Up with Tarla It was the most hilarious surprise Ghoshal. The show got good Dalal (Sony), Zaike Ka Safar (Zee of the year! While Colors had tried feedback from the audiences and TV), Khana Khazaana (Zee TV). a reality comedy earlier too, with better ratings than the earlier Nautanki - The Comedy Theatre, and there were few on-ground seasons of Indian Idol. Junior Masterchef took people Comedy Nights with Kapil hit the activities that the channel had by surprise when the young bull’s eye! implemented with Sharma. On the cooking reality front, contestants (aged 9-12 years) viewers got a taste of kids’ prepared dishes that even adults The show can be categorised as a The show got involved in a cooking talent on Star Plus’ would have found difficult to cook. reality comedy, but it has elements controversy recently when Colors Junior Masterchef, which was an The show was judged by celeb of stand-up comedy, chat show issued a public notice claiming extension of Masterchef India. chefs Vikas Khanna, Kunal Kapur and funny gigs. Produced by Kapil the IP rights to the show’s popular There have been several cooking and Jolly. Sharma’s K9 Production, it was character - Gutthi. Sunil Grover, launched when Jhalak Dikhhla Jaa the actor playing Gutthi quit the (JDJ) was being aired on Colors. show, reportedly because of People who were following JDJ remuneration issues and then STAR PLUS sampled the show and it got word- expressed interest in starting his of-mouth publicity. own show. It is interesting to note here that Comedy Nights With Kapil has the channel did not spend much been a sought-after platform for to promote the show. There were film promotions lately. promos running on the channel GENRE DANCE REALITY INDIA’S DANCING SUPERSTARS In the news because: The show, in its first season, has participants of all ages, showcasing various dance styles. STAR Stepping Up PLUS One of the surprises in the dance reality format shows in the Hindi GEC genre was Star Plus’s India’s Dancing Superstars. This was the channel’s second attempt at a dance-based talent hunt show in three years. The earlier one was Hrithik Roshan’s Just Dance that aired for just one season in 2011. India’s Dancing Superstars had participants from all ages, showcasing varied dance styles. Jaa 6 (Colors), Dance India Dance judged by Bollywood actor Riteish Each was selected on the basis of The show debuted with a TVR of Super Moms (Zee) and Indian Idol Deshmukh, and choreographers pure dancing talent - whether they 2.5 on April 27 and continued to Junior (Sony). Geeta Kapoor and Ashley Lobo. wanted to perform solo, duet or in fare well, despite fragmentation a group was up to them. after the launch of Jhalak Dikhhla India’s Dancing Superstars was GENRE REALITY format, Connected. It was produced by Disney UTV and hit the small screen on June 3 and WELCOME AND CONNECTED HUM TUM ended 11 weeks later. It was a ‘women’s peep show’, wherein six In the news because: of the show Come Dine With Me, ordinary women from different Both the shows were novel wherein a group of five people walks of life, filmed themselves concepts, but failed to get visited each other’s houses for and shared their private moments popularity or viewership for five days a week. Towards the on national television. their respective channels. end of each episode, the guests rated their host based on their Connected Hum Tum featured Missed Shot hospitality quotient. And at the Malishka Mendonca (Red FM RJ), While Welcome - Baazi Mehmaan end of the week, a winner was Preeti Kochar (dentist and belly Nawazi Ki featured multiple decided. The Indian adaptation, dance instructor), Pallavi Barman television, and mostly non-film however, was different from the (brand manager with Diesel), stars, Connected Hum Tum was a original. The show failed to get Mahima Chaudhary (aspiring peep show hosted by Abhay Deol any viewership or attention and actress), Sonal Giani (LGBT activist and featured women from different wrapped up in nine weeks. with Humsafar Trust) and Madhavi backgrounds. Mauskara (language expert and Connected Hum Tum was an corporate trainer). LIFE OK Welcome was an India adaptation Indian adaptation of the Israeli Connected was pitted against well-established fiction shows like Pyaar ka Dard on Star Plus and Uttaran on Colors. ZEE TV afaqs! Reporter ¦ Annual Issue 79 Presenting some of the buzz-making categories of the year. By Ashwini Gangal, Devesh Gupta, Rashmi Menon and Satrajit Sen. COMPACT SUVs CHAT APPS Hot Wheels Other SUVs that made their Yapping Away presence felt this year were This year, premium hatchback and Mahindra XUV500, Nissan Terrano, mid-range sedan brands felt the Skoda Yeti and Chevrolet Enjoy. According to by Tencent heat as the consumer’s desire to Maruti Suzuki will soon launch two the Nielsen of China, own a SUV prevailed. The nation’s new SUVs priced under `10 lakh. Statistics Report launching new-found demand for SUVs, in of 2013, Indians a television an otherwise slow auto market, The value-conscious Indian are messaging campaign in was met with a slew of affordable consumer has a sense of getting less frequently. India featuring launches. a bang for his buck when he They send only Bollywood buys a large vehicle for just `6 two SMSes a stars Parineeti French car maker Renault’s lakh (for instance, the Premier day, down from Chopra and compact SUV, Duster, changed the RiO’s base variant starts at under 9 per day in Varun Dhawan. game. Launched in July, 2012, the `6 lakh). It is believed that the 2011. Messaging Next to follow car continued to remain popular popularity of SUVs is reflective of has now found was the Japan- through 2013. Duster, say experts, the popularity of big over small new platforms based Line app accounts for around 75 per cent of cars. Ironically, all through 2013, with chat and then Hike. the cars that Renault sells in India. SUV brands harped on becoming apps such as Though these smaller, hence easier to park and Nimbuzz, Viber, apps claim to Another compact SUV that became manoeuvre. WhatsApp, Kik, be offering free equally popular this year was and WeChat. chat and call Ford EcoSport. Experts say that In fact, within the SUV segment, services, they it is the car’s affordable pricing 2013 was the year of compact The report use the phone’s (`5.59 lakh for its base variant; SUVs. The state of Indian roads suggests that internet this is less than Duster’s starting makes compact SUVs a practical netizens spend connection price of `7.99 lakh) that makes it option, as they have the ability to an average of 27 to send a favourite for first-timers. The take on bumpy driving surfaces minutes per day and receive EcoSport received 30,000 bookings with ease. using these apps - up from seven messages and thus, the user is within 17 days of its launch in minutes in 2011 - thanks to more charged for data consumption. India, in June this year. smartphones and feature phones. Of the total number of smartphone WhatsApp has nearly 25 million users in India, 87 per cent use chat active users in India, Hike has apps. more than 5 million users, while Line has more than 10 million This year saw brands promoting users. Viber has more than 15 their chat apps on a large scale. million users in India and WeChat It began with WeChat, a mobile too has a strong user base. phone text and voice messaging communication service, developed 80 afaqs! Reporter ¦ Annual Issue Presenting some of the buzz-making categories of the year. By Ashwini Gangal, Devesh Gupta, Rashmi Menon and Satrajit Sen. COMPACT SUVs CHAT APPS Hot Wheels Other SUVs that made their Yapping Away presence felt this year were This year, premium hatchback and Mahindra XUV500, Nissan Terrano, mid-range sedan brands felt the Skoda Yeti and Chevrolet Enjoy. According to by Tencent heat as the consumer’s desire to Maruti Suzuki will soon launch two the Nielsen of China, own a SUV prevailed. The nation’s new SUVs priced under `10 lakh. Statistics Report launching new-found demand for SUVs, in of 2013, Indians a television an otherwise slow auto market, The value-conscious Indian are messaging campaign in was met with a slew of affordable consumer has a sense of getting less frequently. India featuring launches. a bang for his buck when he They send only Bollywood buys a large vehicle for just `6 two SMSes a stars Parineeti French car maker Renault’s lakh (for instance, the Premier day, down from Chopra and compact SUV, Duster, changed the RiO’s base variant starts at under 9 per day in Varun Dhawan. game. Launched in July, 2012, the `6 lakh). It is believed that the 2011. Messaging Next to follow car continued to remain popular popularity of SUVs is reflective of has now found was the Japan- through 2013. Duster, say experts, the popularity of big over small new platforms based Line app accounts for around 75 per cent of cars. Ironically, all through 2013, with chat and then Hike. the cars that Renault sells in India. SUV brands harped on becoming apps such as Though these smaller, hence easier to park and Nimbuzz, Viber, apps claim to Another compact SUV that became manoeuvre. WhatsApp, Kik, be offering free equally popular this year was and WeChat. chat and call Ford EcoSport. Experts say that In fact, within the SUV segment, services, they it is the car’s affordable pricing 2013 was the year of compact The report use the phone’s (`5.59 lakh for its base variant; SUVs. The state of Indian roads suggests that internet this is less than Duster’s starting makes compact SUVs a practical netizens spend connection price of `7.99 lakh) that makes it option, as they have the ability to an average of 27 to send a favourite for first-timers. The take on bumpy driving surfaces minutes per day and receive EcoSport received 30,000 bookings with ease. using these apps - up from seven messages and thus, the user is within 17 days of its launch in minutes in 2011 - thanks to more charged for data consumption. India, in June this year. smartphones and feature phones. Of the total number of smartphone WhatsApp has nearly 25 million users in India, 87 per cent use chat active users in India, Hike has apps. more than 5 million users, while Line has more than 10 million This year saw brands promoting users. Viber has more than 15 their chat apps on a large scale. million users in India and WeChat It began with WeChat, a mobile too has a strong user base. phone text and voice messaging communication service, developed 80 afaqs! Reporter ¦ Annual Issue LIME-BASED AERATED DRINKS Sprinting Ahead ddrink, was sold to Coca- The lime and lemon-based Cola. The carbonated drink category in drink segment has seen steady the country got a jolt when Sprite, growth in the last few years. Mountain Dew, which the clear lime drink, However, it seems to have made its foray in India dethroned stablemate accelerated this year. based drinks were in 2003, defined itself Thums Up. Ironically, One explanation for this commonly consumed on daring, challenges Coca Cola figures in the could be the numerous in Indian households. aand ‘can do’ spirit. While fourth position, preceded ethical and health-related itsit initial tagline was by Pepsi in the third controversies surrounding The aerated lime/lemonon ‘‘CheetahC bhi peeta hai’, in place. dark-coloured carbonated soft drink segment is 200720 that was changed to drinks. dominated by Coke’s ‘Darr‘D ke aage jeet hai’. Introduced in the Indian Sprite and Limca market in 1999, Sprite Ramesh Chauhan, who and Pepsi’s 7Up Industry experts has always had a distinct, owns Bisleri, in an and Mountain Dew. estimatee the lime and youthful style in its interview with afaqs! The two giants also lemony segment to be communication strategy. Reporter earlier, had have non-carbonated peggedp at `6,500 crore of The brand changed its mentioned that, while lime/lemon drinks like the overall `14,000-crore tagline to ‘Chalo apni Cola was an acquired Nimbooz (Pepsi) and Minute Maid carbonated soft drinks category. chaal’ from ‘Seedhi taste, lemon was a Nimbu Fresh (Coca-Cola). 7Up baat…baki sab bakwas’, natural taste for Indian was introduced in India around the in January, this year. palate, as lemon- time that Limca, a clear sparkling MEN’S GROOMING Well Turned Out The buzz around male grooming brands increased noticeably this year. The `3,800-crore male grooming market in India witnessed new entrants and existing players brushing up their face wash, the brand also has by taking on board actor-model act. From hairstyling products mosturisers and deodorants in Milind Soman. The ‘Smell and deodorants, brands have now its portfolio. The brand’s fairness Mantastic’ campaign had an ventured into skin care, shampoos, cream is endorsed by actor John overtly confident, ladies’ man kind actor Arjun Rampal. Then there is face washes and fairness creams Abraham. of macho character stating that all Dabur with Oxylife crème bleach to woo men. it required to become a true man for men, which is used in beauty The year saw many high was to be ‘Mantastic’. salons and parlours. In a new One recent addition to the male decibel campaigns. JK Old Spice’s portfolio development, ads from some grooming products is Acnofight, Hele Curtis’ Park Avenue today boasts of anti- male grooming brands attacked the anti-pimple face wash from the introduced beer shampoo - perspirants, deodorants, female grooming brands in order Garnier Men’s range. The product as the name suggests, beer body wash, body spray, to drive home the point that men is endorsed by actor Sushant is the main ingredient. bar soap, shave gel and shouldn’t use women’s products Singh Rajput and assures smooth Existing brands too fragrances. like shampoo or skincare creams, skin minus acne or pimples. reaffirmed their presence. as their hair and skin texture is Garnier Men was launched in Old Spice Indianised Nivea Men also came different from that of women. 2009 in India and focuses on its global ‘Smells like out with a campaign for skincare market for men. Besides a man, man’ campaign its deodorant featuring afaqs! Reporter ¦ Annual Issue 83 MOBILE INTERNET On Call calls, SMSes, internet access, video messaging and other data The revolutionary success of services) was expected to grow India’s mobile industry is well- by 8 per cent to `1.2 trillion by known. What is not as well the end of 2013, but would still articulated is how the mobile account for only 2 per cent of India is expected to touch `2,000 ecosystem is driving internet the worldwide mobile services crore by 2016. Fifty two per cent penetration in India. The number revenue. of the mobile app audience comes of mobile internet users in India from the 18-24 age group. Among is expected to touch 103 million With smartphones available for the apps that are used widely by the end of 2013. This was the as little as `4000, and with cheapp by Indians are Google Maps and major finding of the I-Cube 2013 data plans and availability of easyy WhatsApp. Besides, movie and report, released by the Internet to download free apps, India is event ticketing site Bookmyshow and Mobile Association of India considered to be one of the top and online travel booking portal (IAMAI) and IMRB International. ranking countries across App Cleartrip have seen revenue stores. India is the third-biggest through mobile devices grow to According to another report by user of Android (US and South more than 25 per cent and 12 per IAMAI and IMRB, on an average, a Korea being the top two). The cent, respectively, within a short mobile internet user spent about other popular mobile operating span of time. `200 towards internet expenses in platforms in India are iOS, India, in 2013. Also, according to Blackberry and Windows Phone. Gartner, India’s mobile services market (that includes voice The gaming and apps market in NICHE E-COMMERCE Focused movies, hotel reservations and electronic durables, and books by these niche e-commerce books to the likes of matrimonial are picking up too. But apparel, companies is making them The e-commerce market in India services, electronic gadgets, jewellery and footwear (these are attractive for investors. As per a was expected to grow by 33 per fashion accessories and even high touch and feel items), which report by The Economic Times, cent over 2012 (`47,349 crore), to groceries. offer maximum potential in terms investors have put in a total of reach `62,967 crore by the end of market size, face challenges close to `664 crore, till November of 2013, according to a report According to a Forrester report, such as high return rate and 2013, in e-commerce companies released by the Internet and online travel takes up a big chunk negative cash cycles due to cash- such as healthcare products Mobile Association of India (IAMAI) of money (76 per cent) from on-delivery options. retailer, HealthKart.com, online and IMRB International. India’s online shoppers. Financial store for bags, Bagskart.com, services (10 per cent) and e-tailing While some companies such as jewellery e-commerce store, The online market space in (8 per cent) follow far behind. Flipkart and Snapdeal have a Jewelskart.com and eyewear the country is burgeoning with Categories such as computers and horizontal business model with portal LensKart.com. In April offerings ranging from travel, accessories, cameras and mobiles, varied offerings, other portals 2013, Mumbai-based online baby such as Zivame, BigBasket and care company BabyOye raised FirstCry use vertical business $12 million (`76.6 crore) from an models with specialised product investor consortium led by Helium offering. Venture Partners, including Tiger Global and Accel Partners. The higher margins earned 84 afaqs! Reporter ¦ Annual Issue ORAL CARE Getting Sensitive The fuss over sensitivity has spspecialisedecialised vavariantriant is a ssignign of transcended skin and gone into brand evolution. Thirdly, the oral the mouth. While they still talk care category as a whole seems to about how they fight cavity- teeth did exist, toothpaste brands consistent in their efforts to have moved into a more medical causing germs better than never made this the focus of their advertise these specialised space. Consider Parodontax, a competition, toothpaste brands marketing and communication ranges. And this is not limited fairly visible toothpaste advertiser have taken up the issue of efforts, the way they did in 2013. to toothpastes. Oral B has a on television. The product sensitive teeth with equal gusto. GlaxoSmithKline’s Sensodyne special ‘advantage series’ of addresses people who spot blood Though specialised toothpastes and Colgate’s Sensitive Pro toothbrushes, one of which is on their toothbrushes or in the for sensitive teeth make up Relief variant have been most specifically designed for sensitive sink, while brushing. around 10 per cent of the overall teeth. Reliance markets Calcident, toothpaste market, the annual a toothbrush brand for sensitive Fourthly, oral care brands growth rate of this sub-segment teeth. have factored in the point that is pegged at over 50 per cent. The processed food has become more overall toothpaste marketket Experts attribute this trend to acidic than earlier. A fifth theory in India is valued at several factors. For starters, links the need for specialised `6,000 crore. germ-killing as a product toothpastes to increasing life proposition has become far expectancy rates and a high Though products too commonplace and is being geriatric population. designed to cater to considered a hygiene factor people with sensitive now. Secondly, offering such a PRODUCT CUSTOMISATION Made to order The phenomenon of as he/she wants, at a low call rate. customisation, prevalent in the West for long, is fast catching up Allen Solly recently came up in India. Be it banking, clothing, with its Color Lab app, where QSR chains, DTH, Telecom or any customers can create their other industry, all have started own colors and customise their experimenting with it to reach out apparels and these are custom- to a wider consumer base. made by the company in 15 days. IndusInd Bank launched a new Some examples of this trend are proposition where customers Airtel launching its new product have the freedom to choose their My Plan, where every customer account number. It can be their can design a usage plan suitable to favourite series of numerals, birth desire. Kotak Mahindra launched a his/her needs. This plan can be for date or any other combination they kids junior account to reach out to choice, customers share real- either excessive use of internet, the parents of small children. Tata time shopper preferences that more number of calls or sms. Sky offers a second connection go well beyond what they would Vodafone customised its products and set-top-box relocation say in a focus group. As a growing to target specific categories such service as per the consumer’s consumer force, young shoppers as Moms and First Lovers. These convenience. demand more individualised are specific plans where a person products than their older (part of the target audience) can Customisation helps companies counterparts - they’re not a one- speak to his associate for as long in the sense that with each design size- fits-all generation. afaqs! Reporter ¦ Annual Issue 85 SMARTPHONESSMARTPHONES are available at a price as low as `6,000. Non-metro India too had a role to play in the growth of the smartphone business. There are about 60,000 shops that sell smartphones in rural India, a figure not too far behind urban India’s 71,000. Moreover, 230 million handsets are estimated to be sold in India in 2014, of which 28 per cent will be smartphones. Getting Smarter in the third quarter of 2013 (Asia the findings of Mary Meeker, The expansion of 3G network Pacific market, except Japan), partner at the venture capital firm coverage and reduction in 3G As per a recent report released compared to 3.8 million units Kleiner Perkins Caufield & Byers. data tariff rates have also pushed by market intelligence firm during the same period in 2012. This growth in the smartphone this growth and the rollout of 4G International Data Corporation business is, in part, driven by networks is expected to give an (IDC), the smartphone market in India ranks fifth among the top low-priced models that cater to additional boost. According to the India grew by a staggering 229 per smartphone using countries, the price-conscious Indian. In fact, Telecom Regulatory Authority of cent, year over year, till the third with an estimated 67 million smartphones with big screens India, 87 per cent of data users in quarter of 2013. Vendors shipped a users in 2013, behind China, US, (four to five inches), the current India access the internet through total of 12.8 million smartphones Japan and Brazil. These were hot favourite among consumers, mobile phones and tablets. WORKING WOMEN’S JEWELLERY The Glitter diamonds, can be worn with western outfits or at cocktail Despite Indian women being parties. partial to gold ornaments, jewellery brands have been trying Another trend that is slowly to define the segment catering to emerging is regional jewellery working women, with offerings brands making their presence that are contemporary in design, at a pan-India level. The Kerala- versatile, lighter and affordable. based ones are leading the push. There are no clear figures for the market share this segment based Tribhovandas Bhimji corners. One of the big spenders is Zaveri (TBZ), which is known for Tanishq with its Mia 3.0 (gold) and its premium range of traditional Inara (diamond) range. The most jewellery, has come up with a popular items in the ‘working casual wear range, while Orra women’ segment of jewellery are Jewellery has the Career Carats earrings, pendants, rings and collection, targeted at corporate bangles that are made of 18-22 women. carat gold. Kalyan Jewellers, for example, has Jewellery has also launched launched a national ad campaign Everyday Diamonds, targeted at The thrust when marketing In Tanishq’s case, the Mia with Amitabh Bachchan asking young women. Another player ‘working women’ jewellery is the 3.0 range starts from `4,999. customers to be sure of quality, from Kerala, Bhima Jewellers, affordability angle. Hence, for Meanwhile, jewellery from purity and price of the gold offers affordable range of jewellery most brands, the range starts at the Inara collection, made of jewellery when buying. Prince for working women. Even Mumbai- about `5,000. 86 afaqs! Reporter ¦ Annual Issue -2%6:,7&+ Post: Business Development >ÀÉL}ÊLÕ`}iÌi`Ê>VVÕÌðÊUÊ Company: HR Central Company: Capgemini Manager Should possess strong concept & Profile: - Ideating for creatives Profile: This resource will be a part Company: Orienta Cine Advertising presentation with networking skills. (print, outdoor, digital, etc.) - of the Marcom offshore services Pvt Ltd Exp: 5 to 8 yrs Headlines and Copy for Ads, team and will be responsible for Profile: - Client and Agency Location: Mumbai brochures, emailers, digital and production quality of the Marketing meetings. Co-ordination with Email: [email protected] other collaterals - Proof reading and Communications Graphics the planning and operation team...... of all creative material going from team based out of Kolkata with Preparing MIS Post: Project Manager – Account the agency, including newsletters. strict compliance to corporate and Exp: 3 to 9 years Supervisor - Understanding the brief and brand guidelines. Location: Mumbai Company: Social Wavelength brainstorming with the creative Exp: 9 – 12 years Email: [email protected] Profile: UÊ ÃÕÀ}Ê>ÊViÌÊ team. Location: Kolkata ...... deliverables are met in a timely Exp: 2 - 3 yrs Email: Pratyay.dasgupta@capgemini. Post: Copywriter >iÀ°ÊUÊÌiÀ>VÌ}ÊÜÌ ÊÌi>Ê Location: Bangalore, Pune, Mumbai com Company: Outreach Nepal Pvt. Ltd. as well as manager operations to Email: [email protected] ...... Profile: - Develop brand iÃÕÀiʵÕ>ÌÞÊÜii°ÊUÊ ÃÕÀ}Ê ...... Post: Art Visualiser communication idea - Ability to complete client satisfaction at all Post: Digital Content Strategist Company: Outreach Nepal Pvt Ltd conceptualize and transform ideas time. Company: HR Central (Kathmandu) into effective communication in Exp: 2-4 years Profile: Drive content creation and Profile: - Strong conceptualizing close coordination with art team - Location: Chennai management across Cos websites skills across media particularly in Writing effective copy for all types Email: [email protected] and associate social channels to Print, ATL & BTL. - Proficient of marketing collaterals - Discussion ...... generate interest/demand for Cos with software like CorelDraw/ with client servicing team as well as Post: VP Client Servicing growth plays keyword optimized Photoshop/ Illustrator - Ability clients for briefings and pitches. Company: Goldmine Advertising content Conceptualize content to understand client’s brief with Exp: 3 to 5 years Ltd. formats for multiple digital proactive thinking - Should be Location: Kathmandu Profile: Driving client service platforms content curation. able to work in a multi team Email: [email protected] excellence through the entire Client Exp: 4 – 7 years environment...... Development team and delighting Location: Bangalore Exp: 3 - 6 yrs Post: Media Account Manager ViÌÃÊÊUÊ-Õ««ÀÌ}ÊÌ iÊVVÕÌÊ Email: [email protected] Location: Kathmandu Company: Vritti Solutions Ltd. Management Team in the delivery ...... Email: [email protected] Profile:ÊÊUÊVVÕÌÊÊ >>}iÀÊ vÊÌ iÀÊLiVÌÛiÃÊÊUÊ iÃÌÀ>ÌiÊ Post: ivÊ ÝiVÕÌÛiÊ"vwViÀ responsible for corporate Media model behavior and lead teams to Company: Prasad Advertising LÕÃiÃÃÊÊUÊ->iÃÊvÊ6ÀÌÌÊ i`>Ê develop client specific strategies Company Pvt Ltd «À`ÕVÌÃÊÌÊ>VÀÃÃÊ*ÕiÊ >ÀiÌÃÊÊUÊ and associated tactics to drive client Profile: To be National Business Sales of Media products through value. Promotion Officer and responsible channel partners. Exp: 10 yrs for the profitable results. Exp: 3 to 5 years Location: Mumbai Ý«\Ê£x³ÊÞÀà Location: Pune Email: [email protected] Location: Hyderabad (9(1*22'&$1! Email: [email protected] ...... Contact: Mr.A.V.Subba Rao *(7%(77(5 ...... Post: Account Strategic Planner (09391068373) / Mr.K.G.K.Prasad Post: Brand Strategist Company: Goldmine Advertising (09440052054) Company: Gozoop Online Pvt Ltd Ltd...... Profile: - Conceptualize path- Profile: Advertising account planners Post: Copy Writer breaking digital strategies to play a key part in developing Company: Dentsu Digital attain client objectives and take advertising campaigns for a diverse Profile: «ÞÊ7ÀÌiÀÊ7>Ìi`ÊtÊ9ÕÊ TO ADVERTISE, CONTACT: their digital presence to the next range of products and services. The know you’re a good copywriter level. - Should possess impeccable planner is responsible for writing Ü ioÊ9ÕÊÜÊÞÕÀÊ Abhilash Singh (Delhi & Mumbai) communication and presentation the formal creative brief and for prepositions and conjunctions. Ph: 09999989454 skills. - Fluent with digital reports, providing the ideal environment People call you a ‘human spell Email: [email protected] analysis, statistics that give an edge for creative development. Acting V iViÀ½Ê9ÕÊ i>ÀÊ>ÃÊÊ>Ê Priyanka Foman to the execution process. as the voice of the consumer chalkboard when you hear the (Mumbai) Exp: 1 to 3 years within an agency, a planner uses words - “”It’s just copy””. Words Ph: 09819984998 Location: Mumbai research data to identify suitable are the windows to your soul – ok Email: [email protected] Email: [email protected] audiences and the best methods of maybe not as corny as that but you [email protected] ...... communication. get what we mean! To view other jobs in Marketing, Post: Vice President - Marketing Exp: 3 - 4 yrs Exp: 2 – 4 yrs Media and Advertising, log on to: Company: Sunny Advertising Location: Mumbai Location: Mumbai, Delhi www.jobswitch.in Profile: UÊ9ÕÊà Õ`Ê >ÛiÊÕÊ Email: [email protected] Email: [email protected] Join us on : facebook.com/jobswitch 5 years experience in medium ...... or big advertising agency serving Post: Copy Writer Post: Design Manager afaqs! Reporter ¦ Annual Issue 87 What the men and women in various businesses said and why they said it. By Ashwini Gangal, Devesh Gupta, Rashmi Menon, Raushni Bhagia and Satrajit Sen “If there’s one thing that could wipe out the news genre, it’s ad-regulation.” He said this in reference to the 10+2 ad cap regulation by TRAI. TThehe induindustrys body had regulated tthathat all cchannels run advertising fforor 12 miminutes every clock hour. WWhilehile aallll other channels run ads for aabout 15-18 minutes NADIA oonn an average,ave news channels CHAUHAN rrunun uupp ttoo 20-24 minutes of advertadvertisingisin each hour. Due to JOINT MANAGING DIRECTOR AND tthis,his, iitt iiss suspected that ad-cap CHIEF MARKETING OFFICER, FOTOCORP wwillill adveadversely impact this genre Parle Agro mmoreore thathan others. “Research just tells you what you want to hear.” The 2013 launch of Cafe Cuba, a carbonated coffee beverage, was not preceded by any formal, documented research. Parle Agro believes ‘social listening’ and ethnographic consumer observation are far more effective. The company harbours a culture wherein all employees remotely related to a marketing or sales position spend a certain number of days in the market, talking to SUNIL consumers. LULLA In fact, none of Parle Agro’s previous launches has MD AND CEO, been an outcome of research. And this list includes TiTimesmes Television Network big ticket brands such as Limca, Gold Spot, Citra and Thums Up. 88 afaqs! Reporter ¦ Annual Issue “It’s like the last scene of a gangster movie; there is a gun to SUSHIL KUMAR everyone’s head.” He was referring to the surge in potshot advertising in the mobile handset category. In its latest commercial for the Pinnacle series, Spice Mobile not just talked about its product features, but also took an overt dig at MNC players - Nokia and Samsung, with the help of strategically placed beeps. Recently, several Indian handset brands have mocked their international counterparts. Consider, for instance, Micromax’s campaign that took a dig at Samsung. Upputuru cautions that this unprecedented trend will confuse the consumer. EMMANUEL UPPUTURU FOUNDER AND CHIEF INNOVATION OFFICER,FICER, ITSAITSA “In a country like India, non-digital never dies.” GETIT Infoservices announced the acquisition of Infomedia Yellow Pages and AskMe from Network18, early this year. This came close on the heels of GETIT roping in former senior Microsoft hand, Jaspreet Bindra as CEO. He talked about whether the ‘yellow pages phenomenon’ is a dying one. Newspapers are growing; magazines are launched almost every fifteen days. Yellow pages are no longer the super high growth and super profitable businesses they used to be, but they are growing. So, even while we talk about digital being the future, at least for the next 5-10 years, Bindra feels the print business will continue to coexist, especially in the smaller cities of India. JASPREET BINDRA CEO, GETIT MADAN PANDEY HEAD OF SALES, Marico “Previously, small town consumers may have had money but lacked confidence. Today, they have both money and confidence.” This observation came up during an afaqs! event Dainik Bhaskar Unmetro. Pandey observed that there is a high level of digital literacy in non-metro India. In fact, 80 per cent of Livon’s (a Marico brand) e-commerce sales come from smaller towns. Unmetro India is now deemed the missing link between urban and rural India. Consumers from small town India are as aspirational and evolved as their urban counterparts and marketers will do well to stop thinking of small towns as ‘scaled down’ versions of cities. afaqs! Reporter ¦ Annual Issue 89 “Indian bodies are not made for readymade clothing.” Though almost 75 -80 per cent of garments bought in India are ready-to-wear, Mukherjee opines that the Indian body is built such that it is not suited for readymade clothing. Even within the country there are differences. For example, a South Indian body is very different from a North Indian’s body. If the shoulder-line of a shirt or jacket matches, then the size of the arms won’t match or vice versa. The same goes with trousers; the waistline and the length don’t match. Therefore, tailors are better placed to give an exact fit, than a ready-to-wear brand is. MRINMOY MUKHERJEE SUSHIL KUMAR DIRECTOR, MARKETING AND BUSINESS DEVELOPMENT, Raymond “Size doesn’t necessarily spell “We will evaluate the possibilities quality. I am not small, not very big of this factor. Social media helps to either, but I am smart.” engage with our customers in real time.” Havas Media marked its seventh year in India, in 2013. Compared to other media agency giants, NALIN Havas is a smaller set up in this KAPOOR market. Nayyar explains that the media agency business is GROUPGROUP HEAD,HEAD, MARKETING,MARKETING, HyundaiHyundai Motors IndiIndiaa about economies of scale and emphasises that an agency Kapoor is open to the need not own 40-50 per cent idea of using long- of the market to win new standing endorser businesses. According to her, Shahrukh Khan’s social playing it smart can give an media clout to create edge to smaller players. more buzz on the internet - just as Salman Khan did for Thums Up. According to Kapoor, sales is not the first thing you push for on social media. Rather it is to build a positive disposition towards the brand. SUSHIL KUMAR ANITA NAYYAR CEO, INDIA AND SOUTH ASIA, Havas Media Group FOTOCORP 90 afaqs! Reporter ¦ Annual Issue “I am yet “Print media is the greatest platform to meet a for retail advertisers. It is cheaper Cannes Lion than a cup of tea.” winner who iss humble.” PAWAN AGARWAL NON-EXECUTIVENON-EXECUTIV DIRECTOR, DDainikainik Bhaskar Group NIMA D T NAMCHU CREATIVE HEAD AND EXECUTIVE CREATIVE AAtt the 7th INMA Conference held DIRECTOR, Cheil Worldwide, India in NewNew Delhi this year, Agarwal pointepointed out that despite being tthehe bibiggestg platform for large aandnd smsmall advertisers across catecategories,go print publications are Days ahead of the International Festival of not mmakinga enough money. He Creativity 2013, we asked creative heads sstatedtated that print can help brands as to what makes Cannes Festival the reach even the remotest corners most magical. While some attributed the ooff ththe country, at an extremely magic to the venue and the way the event is llowow cost. marketed, others spoke about the bigness of the event, in terms of the number of PPublishersu present at the event days it goes on for and the number of eexpressedx concerns about not entries judged annually. However, Namchu bbeinge able to realise their costs spoke about the snob value that a trophy iinn 2013. at Cannes comes with. To him, it is the bragging rights that winners earn along with their professional accolades, that make this event so special. “Lowe has a bit of well-earned arrogance, a bit of which we like to exhibit every now and then.” It’s been over a decade since Lowe Lintas & Partners India participated in a creative awards show, outside the Effies and other such effectiveness-based competitions. This year saw the fourth edition of Lowe’s own internal awards show, ‘The True Show’, an event where the agency will appreciate its own work and also reward what it believes is the best of the industry. On this occasion, Balki, who is famously averse to the existing creative awards system, spoke about why he rejects the idea of a third party telling an agency what its best work is. R BALKI CHAIRMAN AND CHIEF CREATIVE OFFICER, Lowe Lintas & Partners FOTOCORP afaqs! Reporter ¦ Annual Issue 91 “Since I earn and the agency spends - I am the husband and the agency is the wife.” The theme of Goafest 2013 was ‘Time to Listen’. In one of the first few seminars held on Day One, clients (that is, brand owners) were asked to point out a few things about agencies that they were not happy with. In this context, Sodhi of Amul presented his views. He, of course, clarified right at the outset that he was not referring to any particular ad agency. R S SODHI MD, GCMMF (Amul) “Today, convincing a brand to embrace online video is very similar to telling it to use TV. It’s a medium that brands understand.” This was Anandan’s response on being asked whether it has become more difficult to sell a display ad banner on digital, since click rates have declined across the globe. A Hubspot report found out that in 2013, the average online banner ad has a 0.1 per cent clickthrough rate (CTR), and the standard online banner has a 0.04 per cent CTR. Eight per cent of internet users across the world account for 85 per cent of clicks on display ads, and an average person is served over 1,700 banner ads per month. Besides, about 50 per cent of clicks on mobile ads are accidental. RAJAN ANANDAN MD, GOOGLE INDIA “There is no such thing as a safe decision - if it is safe, then it is not a decision. And for me, my motto has always been: if it’s safe, it’s risky.” Many independent creative agencies have succeeded, but hardly any media agencies have - with the exception of Madison, of course. Why is that? According to Balsara FOTOCORP not too many media professionals have ventured out to start agencies of their own. Perhaps they find the entry barriers a little more daunting, compared to those that people looking to start a creative agency face. One needs larger infrastructure in terms of people, systems, technology and working capital to start a media agency. He feels that despite all the risk factors, one has to decide and take the plunge. SAM BALSARA CHAIRMAN AND MD, Madison Media 92 afaqs! Reporter ¦ Annual Issue “We all belong to our respective agencies first and then to the holding company.” In July, 2013, a new holding company called ‘Publicis Omnicom Group’, was formed as a result of a merger between Paris-based Publicis Groupe and New York-based FOTOCORP Omnicom Group. The most prevalent post-merger discussion was about how it would affect individual agency brands that now fall under this newly formed giant. Each agency as well as holding company has its own philosophy and identity. So, when an agency’s parent company changes, employees often get confused about which philosophy to adopt. Sethuraman feels layering one’s sense of belonging is a smart option. SHIV SETHURAMAN CEO, TBWA India “IfIf I could go back in life, I wouldwou have left Mudra in 1993.” “Fundamentally, the creative business is not hugely scalable. That’s probably why, even in large agencies you’ll AG often find smaller, tighter creative groups.” FOTOCORP KRISHNAMURTHY FORMER FOUNDING CHAIRMAN AND This year, Dentsu India MANAGING DIRECTOR, appointed Umesh Shrikhande UMESH Mudra Communications as the new CEO of Taproot (now DDB Mudra) India. Since, in the past, he SHRIKHANDE had worked with relatively CEO, Taproot India smaller agencies, we asked Shrikhande whether it is fair to assume that he is a better fit in smaller settings than larger ones. Creative folk often claim that an agency’s scale has nothing AGK left Mudra in 2003. He to do with the quality of its launched his autobiography creative product. Shrikhande earlier this year. On the FOTOCORP explained that in a tighter occasion, we asked him what environment, one can work he would do differently if more closely with people, given a chance to re-live his retain spontaneity and professional life from the think intuitively, while start. He feels that had he in a larger setup, one quit Mudra in 1993, he would gets pushed into have had 10 more years at consensus-driven his disposal, to try something thinking. new and more exciting. afaqs! Reporter ¦ Annual Issue 93 “Every company makes a lemon. When something like a motorcycle goes wrong, you can’t “Indian women fix it, you ditch it.” classify hair SUSHIL KUMAR care products as ‘look good’ VIREN and ‘do good’. POPLI Shampoos EVP, MAHINDRA come under TWO WHEELERS the former and hair-oil, the Each time Mahindra launches a latter.” new bike, critics say it’s the re- birth of the Stallio, a product that didn’t meet expectations. So, we asked Popli, to what extent the VIKRANT KHANNA subsequently launched Pantero CMO, HomeShop18 and Centuro are efforts to fix what went wrong with Stallio. Khanna, who joined HomeShop18 as chief marketing officer in 2013, All companies make lemons and he was explaining how insights about the Indian consumer psyche have is glad Mahindra made one early always helped him take better marketing decisions. Here, he talks on. When things went wrong with about his stint at Dabur, where he realised that ethnic Indian formats Stallio his initial reflex was to fix it, of brands, compared to classical FMCG products, have worked well. but he quickly realised it’s better to A case in point being products like Dabur Laal Tel, Laal Dant Manjan, just kill it and start afresh. Vatika hair oil and Chyawanprash. His quote refers to what the company found out about its consumers prior to the launch of Vatika. “For us, Google is an enabler, not a competitor.” ManiMani doesn’t feel that Justdial needs to worry becauseb Google also provides local bbusinessusiness services. In fact, he explains that manyman businesses are now listed on Google mapsmaps and iiff you search fforor a plumber in BangaBangalore,l Justdial’s paid advertisement comescomes first and then a bunch of listings on GGoogleoo maps appear. Speculation has it that GGoogleoogle might plan to develop local search platformsplatf and earn from local companies fforor its next legleg of growth.growth. In a recent interview, Google India’s managing director, Rajan Anandan, was quoted sayingsaying JustdJustdialial iiss the mamarketr leader in local search in India and thatthat they do comcompetepete with the brand. FOTOCORP VSS MANI FOUNDER & CEO, JUSTDIAL 94 afaqs! Reporter ¦ Annual Issue “Tissot is not sold on the Internet in India. Purchase of Tissot watches through the internet are not covered under the Tissot warranty” TISSOT BOUTIQUES: Amritsar • Ahmedabad • Bangalore • Chennai • Cochin • Delhi • Hyderabad • Kolkata • Mumbai • Pune • Trivandrum Also available at all leading retail outlets.