February 16-28, 2014 Volume 2, Issue 18 `100 24 30

DEFINING MOMENTS Prabha Prabhu She is the quintessential ad person. 39

TELEVISION It’s an Honour Why Hindi GECs find selfies so rewarding. 36

CHANNEL V BTL - DIGITAL More Properties The music channel is gung ho after India Fest.

VIRAL NOW Belated Caution 10 CONTENT MARKETING SUMMIT Brands are creating a big noise with digital Relevance is the Key 12 media to involve more people in their ZEE 24 TAAS on-ground activation. A New Dawn 32 INTERVIEW Ambi Parameswaran 34

EDITORIAL

This fortnight... Volume 2, Issue 18

EDITOR have had an old grudge against people in the brand activation business – and I Sreekant Khandekar mean not just the agencies but the clients whose business they serve. Every now I PUBLISHER

February 16-28, 2014 Volume 2, Issue 18 `100 and then I’d see a really intriguing piece of work at a mall or on the street – and Prasanna Singh 30 24 before long, there would be a press release touting the brilliance of the creators and the DEPUTY EDITOR client. If the work was so great, I’d ask myself, how come it has not been replicated Ashwini Gangal

DEFINING MOMENTS SENIOR LAYOUT ARTIST Prabha Prabhu in a hundred other places for a million people to see? She is the quintessential ad person. Vinay Dominic 39 I figured that both marketer and agency were overcome by their cleverness. Their PRODUCTION EXECUTIVE appetite was sated with a single activation. To be fair, the argument for not scaling up Andrias Kisku TELEVISION It’s an Honour ADVERTISING ENQUIRIES Why Hindi GECs find a successful innovation a decade ago was cost and the ability to replicate, in that order. selfies so rewarding. 36 Naveen Arora, (0120) 4077803, 4077866 Digital has provided the perfect way out of the situation. In the past 12 months we Noida have seen a number of brand activations which would have gone unnoticed hadn’t it Arunima Bhattacharya, (022) 40429702-5 CHANNEL V BTL - DIGITAL More Properties Mumbai The music channel is gung ho after India Fest. been for the ubiquity of the digital medium. Clients are delighted because from just a VIRAL NOW Belated Caution 10 [email protected] CONTENT MARKETING SUMMIT Brands are creating a big noise with digital Relevance is the Key 12 hundred people who witnessed the actual activity, the number could go to a thousand media to involve more people in their ZEE 24 TAAS on-ground activation. A New Dawn 32 MARKETING OFFICE INTERVIEW Ambi Parameswaran 34 online – or, if they are lucky, even a million. B-3, First Floor, Sector-4, Noida-201301. Tel: (0120) 4077800. The great thing about the coming of digital is that it is giving brands a vast variety MUMBAI of scripts to play with. The stories are getting more engaging because they truly are 501-502, Makani Center, 5th Floor, Off Linking Road, Bandra (W), stories – with a beginning and an end – which are being captured for video. Mumbai - 400050 Tel: +91-22-40429 709 - 712 This begs the obvious question: is this activation at all – or is it just an ad film that is being shot on BENGALURU location? Some of the ‘activations’ are so posed that it is hard to believe that the characters are not paid S-1, New Bridge Corporate Centre, actors. If the purpose of activation is to bring a brand alive, is that objective being served at all if it is 777 D, 100 ft Road, Indira Nagar, Bengaluru - 560038, India seen on video? SUBSCRIPTION ENQUIRIES Where will all this lead? My guess is that there will be a spurt in activations, both real and make- Akhilesh Singh, (0120) 4077837 [email protected] believe, that will be captured and magnified on video. This will become the sexy end of the business which will give activation a good name. The bulk of the rest will carry on as before: hardworking Owned by Banyan Netfaqs Pvt Ltd and Printed and published by activation that will be measured in strictly performance terms. 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 B-61, Sector 67, Noida (U.P.), 201301 Sreekant Khandekar Cover Illustration [email protected] Tiffin Box CONTENTS 38 32 PLUS

UNDERDOG COMMUNICATIONS COLOURS On its Own Feet 8 The Action Returns Fear Factor’s 5th MTS season promises some 10 twists. An Old Favourite

SCARECROW’S AAP AWARD INTERVIEW 28 6 Praveen Kenneth Common Denominator 18 What is this man’s gameplan for L&K Saatchi & Saatchi? NETWORK 18 It Means Business 26 POINTS OF VIEW 20 Changeovers BINDASS LARY SPRAY BY INVITATION Not-so-subtle Message Poking Pun Does a change of 40 measurement systems have to Impact and innovation define The throat soothener takes a Haresh Nayak be so chaotic? Bindass’ new campaign. dig at other players.

afaqs! Reporter, February 16-28, 2014 5 $'9(57,6,1* LARY SPRAY Poking Pun The brand, which soothes throat irritation, takes a dig at the existing players in a daring way. afaqs! Reporter takes a look at their strategy. By Rashmi Menon

He also adds that, when inhalers came in to counter balms, delivery of product was so good that, one didn’t have to layer it with mobility or other add on benefits of the product. In fact, Medley Pharmaceuticals, which has been in existence for the past four decades, drew the insights for the campaign from its market research. According to Sujay Naik, director, Zephyr Consulting Services (ZCS), when people are suffering from sore throat, they look for a quick relief from pain and discomfort. And, some of the common problems that working people shared during consumer research was that it affected their performance during meetings, they could not talk to clients and, in some extreme cases, they also lost business! The irritation also made them “snappy” with family and friends, something which they didn’t like. “The kind of products that people use for relief does not necessarily n advertising, one of the sureshot ways for a provide quick relief. brand to grab attention is by taking a dig at “We believe the They usually have a time Ithe market leaders. And, this is the strategy lag in effectiveness. We Mumbai-based Medley Pharmaceuticals seems to brand is superior wanted to address this have taken. In a bid to create buzz around its very to others and in our communication, first OTC (over the counter) product, Lary Spray, considering we have a unique the television campaign has cleverly twisted the wanted to capture formulation that provides competitors’ names to make its statement. the market.” almost instant relief,” Naik explains. Lary Spray is used to combat inflamed larynx Talking about the format, Naik says that ASHISH KHAZANCHI (voice box), which causes hoarse or raspy voice. As research indicated that if the product delivers a

the name suggests, it is in spray format. FOTOCORP certain benefit in a format that exists in a market, The TV campaign, conceptualised by talking about it being dramatically different in Enormous, comprises two films - Lary Spray Man delivery is not easy to believe. “So, in that sense, and Lary Spray Woman. In Lary Spray Man, the “We wanted to the format change helps us. It also contributes video shows a man taking a flavoured, medicinal to the effective delivery of the benefit,” he says, tablet wrapped in a blue packet to soothe the address the issue adding that the challenge was to show consumers irritation in his throat. The video then goes slow of almost instant how to use it as people might be hesitant to try it. motion, to show the person, eyes closed, savouring ZCS is a market research company that the tablet, as that would give him comfort from relief in our manages marketing and branding aspects of the irritation. However, this does not solve the communication.” Medley Pharmaceutical’s OTC division, which protagonist’s problem. That’s when a voiceover SUJAY NAIK was set up about three years ago. It carried out says, ‘Yeh slow motion action sirf filmo mein achcha lagta consumer research over a course of six weeks hai.’ It then takes a clever dig at Vicks, using the in the Northern and Westestern regions of the words, ‘weak si goli’. country, as Naik says, “Our assumption was that Similarly, in Lary Spray Woman, the voiceover in the campaign. “The company is coming out prevalence of sore throat would be much higher chides the woman for taking a honey coloured with cutting edge OTC products, which gives it an in these regions.” syrup for her throat irritation. Here, the attack edge over the market norm. We believe the brand seems to be on Dabur Honitus as the voiceover is superior to others and wanted to capture the NOVEL VENTURE says, ‘Gale ki kharash market,” he says. ary Spray is the first major OTC product honey tus se mus nahi But why not focus on the new application Lfrom Medley Pharmaceuticals, which is one kar sakti’. The brand format? Khazanchi admits that though there could of the top 40 pharmaceutical companies in the then claims how the have been many approaches, the brand has a country. Medley was earlier operating in the spray shows its effect big product benefit (the three-second effect) to clinical pharma space. in three seconds. draw from. Going forward, the brand will have “The OTC space is rapidly expanding owing to Of course, on to become more specific. “We don’t need to the fact that consumers are getting more educated his part, Ashish layer customers’ thoughts right now with product about what they are consuming. Many other Khazanchi, founder, format. This will come later, where the brand will companies are also doing work in this area. The Enormous, have to get into specific usages of the product in its philosophy that Medley has adopted is to come vehemently denies customer’s life. It will have to find ways to relate to naming any brand the customers,” Khazanchi avers. FRQWLQXHGRQSDJH>>

6 afaqs! Reporter, February 16-28, 2014

$'9(57,6,1* UNDERDOG COMMUNICATIONS On its Own Feet The self-financed agency will initially work with a lean team and engage in a collaborative model of working. News Bureau

ndustry veterans Vikram Gaikwad, former where it will associate with like-minded people for partner and executive creative director of additional services. ICreativeland Asia, and Vistasp Hodiwala, Interestingly, this is the first time the two erstwhile vice-president and senior creative are working together. After having met through director of JWT Mumbai, have come together mutual friends and meeting at Cannes festival and to start a new venture. Named ‘Underdog Goafest, the duo began discussing about starting Communications’, it is this year’s first independent agency announcement. The full service agency’s belief reflects in Underdog envisions a its name, say its founders. It is also the reason fearless exchange of ideas, why the duo has stuck to the name as the logo, with no symbolic depiction. “We are not saying intelligence, infectiousness that we are the reservoir of brilliant ideas and solutions. In fact, assuming that would be a form and expertise. of admitting superiority, which is the opposite of “This venture who an underdog is,” says Hodiwala, adding that is one of something together about six months ago. Underdog envisions a fearless exchange of ideas, For Hodiwala, who spent seven years in JWT, intelligence, infectiousness and expertise. ‘leap of trust’ this is the first entrepreneurial venture, while Considering there are so many independent and ‘confidence’.” Gaikwad combined forces with Sajan Raj Kurup agencies that have come up in the last few years, VIKRAM GAIKWAD to set up Creativeland Asia. According to the duo, how does Underdog distinguish itself? Hodiwala their venture is a “leap of trust” and “confidence”. says that the agency is not here to compete with Hodiwala has close to 20 years of experience and others. “We believe there is space for everyone. has worked with McCann Erickson, Publicis India We get the sense of reality and that’s why we are and St Luke’s Communication (now L&K Saatchi the ‘underdog’,” he says, adding that original, & Saatchi). He was instrumental in working on slightly different way of thinking and staying with TOI’s Lead India and Teach India campaigns. a brand’s journey marks an agency out as a long “We get the sense Gaikwad, on the other hand, has close to 24 runner. of reality and years of experience; he has worked with Grey Underdog is self-financed and its office is that’s why Worldwide, Lowe Lintas, Enterprise Nexus, located in Mulund, Mumbai. As a matter of fact, SSC&B Lintas and Leo Burnett, and handled the duo has consciously not approached any we are the brands such as Johnson & Johnson, HLL, Cadbury, financier as they wanted to be in-charge of the ‘underdog’.” Mahindra & Mahindra, Mercedes Benz, Bombay outfit. As a result, the agency, for now, will have VISTASP HODIWALA Dyeing, Parle Agro, Deutsche Bank, Kinetic and a lean team and grow organically. Meanwhile, it is Ambuja Cement. „ also looking at a collaborative model of working, [email protected]

<< FRQWLQXHGIURPSDJH are being aired on Colors, Aaj Tak believes. Chandrasekar, however, brand equities,” he says. and ABP News. The reason the is open to the possibility that the According to him, the challenge brand has also chosen news channels, brand might answer “where does my in pharma or OTC products is not Poking Pun because it wants to build frequency expertise come from?” question in necessarily the format of delivery but for the product. the next phase of campaign. the performance of the drug or OTC out with innovative products and “If that’s done, the brand will product, which is a key determinant formats and not do ‘me too’ stuff,” SPARSE EFFECT be in a better place, even if the in why a consumer would buy it in says Naik. ythili Chandrasekar, senior better known brands offered this the first place. While Lary Spray’s usage Mvice-president and executive new format,” she notes. For Rajeev Sharma, national is universal, for the brand planning director, JWT India, says Saurabh Uboweja, CEO and brand planning director, Leo communication purpose, the core that the campaign belongs to the director, brand strategy, Brands of Burnett, the ad won’t help break target audience has been defined as genre of advertising that says “let’s put Desire, feels that the tactic of taking a the ice with people suffering from the age group 20-40, with emphasis the task in the ad”. “While ‘buy me dig at existing players may be effective throat irritation looking for relief. on younger consumers as, Naik instead of’ is very clear, the pleasant in garnering short term market share “You need empathy and the most believes, the chances of their trying dramatisation of competition’s usage due to the innovation in format but successful OTC brands have gotten out a new product are higher and to the viewer is confusing. This, the format is not irreplaceable. “If where they are by communicating they experiment more. Considering combined with lack of a reason to Vicks or Honitus was to launch a just that. In a nutshell, a unique, the OTC division is in nascent stage, believe how this brand does what spray, they would cannibalise Lary own-able point of empathy drives the the brand will focus on metros and it does, doesn’t clinch it fully,” she Spray easily due to their existing perception of efficacy. It gives you Tier 1 cities. much needed credibility, particularly Besides television, the digital leg The brand chose to advertise on news for a new brand, which this brand of the campaign will be started later misses out,” he opines. „ this month. In fact, on TV, the films channels to build frequency. [email protected]

8 afaqs! Reporter, February 16-28, 2014

',*,7$/

MTS VIRAL NOW An old Favourite Belated MTS’ interesting music video extends its campaign that promotes the data product, MBlaze. By Satrajit Sen Caution Although an edited version was released for NFL Super Bowl, the complete version, featuring Scarlett Johansson, has gone viral. By Devesh Gupta

odaStream, a global manufacturer of home carbonation systems, has recently released Sa commercial that is making news across the social media platforms for attacking soft drink majors Coke and Pepsi. The ad features its brand endorser, Scarlett Johansson. The ad shows Johansson saying her real job, besides being an actor, is to ‘Save the World’. She then shows how it can be done with the SodaStream device, which makes a beverage with adequate sugar content. The uncensored ome things keep coming back, and at times in present alongside his band members jamming to ad ends with a provocative line, ‘Sorry Coke and a new avatar altogether. Tapping the potential the new tune of ‘Browse Browse DK Bose’ because Pepsi’, causing uproar and resulting in the ad Sof Bollywood songs that kept coming back of the high speed connectivity that MTS MBlaze getting over 12 million views. with remixes, brands started recycling Bollywood Ultra offers. hits combined with their brand messages to spread “With Imran Khan, a youth icon, on our side, engagement - Philips Lighting, for example, we thought, why not take one of his greatest hit re-made the Bollywood hit Saara Zamana to movie songs and turn it into a song crafted for promote its range of LED lights. the Internet Generation. And thus the concept of Along the same line, MTS, the telecom network ‘Browse Browse DK Bose’ was born,” states Rao. from Sistema Shyam TeleServices, has brought Commenting on the video, Sajan Raj Kurup, DK Bose back into the limelight. MTS has now founder and creative chairman, Creativeland Asia, come up with an interesting music video to extend says, “Browse Browse DK Bose is about getting the the campaign for the MBlaze Ultra and drive young digital natives to remember and enjoy some consumer engagement, on digital. tedious product tech specs of MBlaze Ultra in a A re-scripted version of Imran Khan’s popular fun and effortless way. That’s all.” number ‘Bhaag Bhaag DK Bose’ that came out about The video is being promoted on social media three years ago, the video brings alive the fact that through organic posts, but is not being advertised MBlaze Ultra on MTS’ 3GPlus to gain users. In July, 2013, MTS telecom network enables users to had launched its first big television The commercial was created for NFL Super not just browse the internet, but campaign for its data product Bowl but the broadcaster rejected it on the exploit it. MBlaze that featured Imran Khan. pretext of being provocative and attacking Speaking to afaqs! Reporter Recently, MTS, in association competitors by taking names. According to about the idea, Amitesh Rao, with Micromax, had launched a several reports, the soda making company has director, brand and media, MTS co-branded phone and also released stood by its uncensored version and mentioned India, says that the company a multi-media campaign to woo that it is a legitimate form of comparative wanted to develop a kind of today’s digital natives. advertising. The company has released the content that would be attractive to The product promoted is the edited version of the ad that will be aired the ‘Internet Generation’, a race of Canvas Blaze, a dual SIM CDMA during the NFL Super Bowl. The new version young individuals that has multiple plus GSM smartphone designed does not contain the controversial line. gadgets and needs to stay hooked exclusively for MTS by mobile This is the second time that SodaStream’s onto their internet connections. handset manufacturer Micromax. commercial has been rejected at Super Bowl. “Besides, conversational The device is preloaded with The Israeli company’s original Super Bowl ad advertising is increasingly moving to MTS Blaze internet, and data and for last year was rejected for touting its use of the internet and at times it becomes voice benefits for six months. The reusable bottles as greener than the bottles used difficult for brands to tell product campaign was targeted at young by Coke and Pepsi. The uncensored version specific stories on traditional smartphone users. In 2012, MTS of the current ad hit the online platform on media. This video aptly addresses India was in the news for roping January 27 and raked in over 3 million views the needs of the youth as far as an in digital celebrities - the 16-year in less than two days of its launch. The spot internet connection goes,” he adds. old YouTube sensation, Shraddha has been created by ad icon Alex Bogusky for Created by Creativeland Asia, the Sharma and the most popular SodaStream, which has been developing home music video, which features brand anonymous cricket blogger ‘Fake carbonation systems since 1903. ambassador and actor Imran Khan, IPL Player’ for its broadband (Viral Now is a section about videos that are shows a TV set that projects an services brand ‘MBlaze’. „ catching people’s fancy on social media). „ image of Khan, who is able to be Rao (top) and Kurup: all fun [email protected] [email protected]

10 afaqs! Reporter, February 16-28, 2014

0$5.(7,1* CONTENT MARKETING SUMMIT ASIA 2014 Relevance is the Key When it comes to content, the ones mostly talked about or shared are those providing utility to the consumer. By Devesh Gupta

he difference between advertising and content is of USP and Utility. Most brands Ttalk about their USP in their advertising but when it comes to content, the ones mostly talked about are those provide utility to the consumer. At the recently held Content Marketing Summit 2014 Asia in New Delhi, stakeholders discussed ideas to crack the code of perfect content and maintaining constant dialogue with the consumer. Vaasu S Gavarasana, co-founder, ACMA/APAC head, marketing, Yahoo!, shared his experiences

about brands’ behaviour regarding content. PHOTOS BY SUSHIL KUMAR “Marketers are always wondering if they have (from left): Vasu, Dhall, Vyas and Shastri: the content conundrum integrated their content well with their brand philosophy, why people are not coming to their is a daily challenge and is integrated both online of choice. There needs to be simplified content FB pages, and why they are not liking it,” he noted. and offline. We are allowing people to share their that provides the answer that the consumer is Gavarasana said that a brand can never judge preferences with other consumers by letting them looking for. Content marketing needs to have a whether its consumer is a loyalist or a switcher share their content,” added Dhall. different mindset. We need to have something merely from its social media page. “To ensure that Today social means mobile. In his presentation, called a guided choice, where the consumer can the consumer remains a loyalist, a marketer has to Tushar Vyas, managing partner, GroupM, said, simplify his choice,” noted Sastri. integrate his content well in accordance with his “Today’s data consumption is driven by mobile, Content Marketing Summit (CMS) Asia, a brand philosophy so that the consumer talks about where huge amount of consumption happens. The premier event, saw some of the greatest minds, it.” Although he conceded that no brand can have way people are consuming content is also changing savvy brands, renowned publishers, innovative a media budget that allows it to be present always, and hence the concept of paid media also has to technology enablers and leading practitioners from everywhere, he also warned that if a brand is not change. This is a combination of social, mobile, across the world coming together to explore the engaging online, another one will do it. “Content content, data and digital everywhere. Content exciting world of content marketing. Backed by marketing is the only way,” he emphasised. is the heart but the discovery and distribution is ACMA (Asia Content Marketing Association), Content should be relevant, valuable to the the key. Advertising is becoming content but it CMS Asia endeavours to bring leading practitioners user, attractive, acquiring and engaging. In his needs to have good content. Brands have become from across the world together to explore the world presentation, Sharat Dhall, president, Yatra.com publishers and marketing is like curation. It needs of content marketing. The event is a property of said blogs, press releases and other similar content to be more social friendly,” said Vyas. Kontent Café, which is a part of the Sirez Group. broadens the perspective of the user. “Today, Srikant Sastri, founder, Crayon Data threw The first edition of the Content Marketing we need to manage the user generated content, light on another aspect of the issue. When a Summit Asia was a joint initiative between analyse it and differentiate it. We have tools that consumer has too many choices as a result of too Kontent Café and afaqs!. The other partners were can give us the profile of our consumer, his likes, much content, he is not able to make a choice, he Outbrain, Zirca, Taboola, Yahoo!, Pure Media tastes and interests and we need to capitalise on noted. “Too much of content is causing a lot of Imagination and NDTV Profit. „ it and then deliver the content according to it. It chaos for the consumer. It becomes like a paradox [email protected]

VIRAL NOW Shaking Things Up sung in English. The US-based soft drink giant’s latest commercial Katie Bayne, president, Coca- for the NFL Super Bowl has created a massive Cola North America said in a media release that the company does not uproar on social media. By Devesh Gupta have any plans to modify it or drop a beautiful celebration of diversity it. In fact, it went ahead and used it oca-Cola’s NFL Super Senegalese French and Hebrew. of our country. Thanks Coke’..” in the Sochi Winter Olympics too. Bowl advertisement for “A large number of people have According to several reports The ad has been designed by Cthe US markets features caught on to the debate on the published online, the advertisement Wieden+Kennedy and it marks the homosexual and multinational Twitter hashtag #SpeakAmerican. has drawn a lot of flak on the social eighth consecutive year when Coke lifestyles to the tune of ‘America is Some of the tweets that commented media platforms as many American has advertised in the Super Bowl. Beautiful’. The ad that was released against the ad had this to say: ‘I am citizens are claiming it to be racist The video has already garnered over on February 2 showcases different gonna only drink Pepsi in support and not in good taste. They are 10 million views. immigrant communities residing in of this terrorism’, ‘Illegals will saying that the song should not (Viral Now is a section about videos the US singing the song, which uses learn English’. Other comments in have been sung by members of that are catching people’s fancy on social seven languages including English, favour asked ‘What is the official immigrant communities in different media). „ Spanish, Hindi, Keres, Tagalog, language of the country’, and ‘What languages,instead should have been [email protected]

12 afaqs! Reporter, February 16-28, 2014

0$5.(7,1* CONTENT MARKETING SUMMIT ASIA 2014 It Begins with a Good Idea Some of the greatest minds both from agencies and clients gathered at the two-day event in New Delhi to discuss the nuances and future of content marketing in India. By Devesh Gupta

ven the biggest brands with deepest of pockets booked nearly 5,000 tickets for the movie, Dabangg However, it also backfired for several others. Speaking cannot be present everywhere, every time 2, across several cities for a Saturday evening. It then about the experience of the auto industry, Avik Eand to everyone. However, interaction with branded the entire theatre and sold the tickets at half Chattopadhyay, head, marketing, Volkswagen, said the audiences remains a constant necessity for all the price. that cars have virtually been the same for a very brands, both for positioning the brand and creating He said that India is no longer an industrial long time - with four wheels. But the consumer has recall. The two-day Content Marketing Summit economy but more of a connection economy, changed and so has everything around him, especially Asia 2014 held in New Delhi between January where you have to have a connection - an ongoing the way he thinks and communicates. Today there is 30-31 focussed on the importance of creation of no debate that paid media is gone. “If we do our basic a clear content strategy for brand, and the role of things right, we will not need paid media at all,” he content marketing. Some key points discussed added. There will be reviews, tweets, shares, and all during the event were the importance of content the content that brands may not like, but have to listen marketing, the dos and don’ts of engaging content to as they come from the consumer. and tapping the youth through relevant content. People trust a brand, they believe in its credibility, Good content creation begins with a good idea he emphasised, and every brand has a higher and content marketing provides direct interaction purpose to it. Citing the example of Maruti and with the consumer, one-to-one. Effective content India’s growth story, he said these brands have thus provides an ideal engagement tool for brands. their own life and even when they are gone, people Speaking about Bollywood, which generates remember them. huge content of different genres every year, Ashish The event included an awards ceremony on Day Patil, VP, business and creative, Yash Raj Films, said One of the summit, where awards were given away that the Ten Commandments to get the audience in several categories. The Best Brand went to Oreo, plugged in involve emotional buy in, distinctive while Ford Ecosport’s Urban Discovery won the Best idea, consistence, and word-of-mouth over heavy Campaign of the Year. Tara Sharma of Tara Sharma promotions. With a consistent idea, one can expand Show won the Best Personality, and Maruti Ertiga in different segments. won the Best Innovation of the Year. The phenomenon of brand integration in films Content Marketing Summit (CMS) Asia, a is fast catching up in Bollywood. A large number of premier event, saw some of the greatest minds, brands are now doing it, sometimes subtly and at savvy brands, renowned publishers, innovative other times extremely loudly. One example of loud technology enablers and leading practitioners from brand integration was what Nokia Lumia did in across the world coming together to explore the Chennai Express, where actor Shahrukh Khan went exciting world of content marketing. Backed by to the extent of telling each and every feature of the ACMA (Asia Content Marketing Association), PHOTOS BY SUSHIL KUMAR phone along with its price. (clockwise from top left): Patil, Warikoo, CMS Asia endeavours to bring leading practitioners Keertan Adyanthaya, MD, Fox International Adyanthaya and Chattopadhyay from across the world together to explore the world Channels, India spoke on brand integration in of content marketing. The event is a property of content and spoke for original, simple, non- dialogue and interaction. A brand should follow Kontent Café, which is a part of the Sirez Group. controversial content that surrounds the audience a strategy that integrates several factors into the This was the first edition of the Content and can be expanded. Do not tell, instead show, he content it creates, he said. This includes clarity on Marketing Summit Asia, a joint initiative between said, and make it brief. who it targets; how to connect; unique experience; the Kontent Café and afaqs!. The other partners for Ankur Warikoo, regional head, APAC, emerging and capitalising on the content. the event were Outbrain, Zirca, Taboola, Yahoo!, countries, Groupon, spoke about an experiential At one time, paid media worked well for brands Pure Media Imagination, and NDTV Profit. „ marketing activity carried out by the brand. Groupon and some even tried to leverage it to their benefit. [email protected]

the fray, this sort of dominance is Comscore puts the total page ZIGWHEELS.COM something rare. Especially as the views by online Indian audience for share of direct traffic is unlikely to automotive sites at about 29 million, be very high, with organic traffic largely comprising visitors to Racing to the Top playing a key role in overall traffic manufacturer sites, with aggregators The auto category could have its own moment of to the sites. pushing the pedal not far behind- The traffic share in the country finding increasing favour amongst truth with Comscore data showing ZigWheels as also implies that one in two people consumers. the number one website for 11 out of 12 months in looking for anything auto are on Unlike its key competitors, ZigWheels. Data further reveals that ZigWheels.com is also a cross- 2013. News Bureau total time spent on ZigWheels was media offering, with a weekly print 12.4 million minutes, the highest supplement going out with The igWheels, the automotive 45 per cent in the country, which is in the category The traffic share Times of India and The Economic category focused site from the highest in the category, besides for Zigwheels is also continuously Times. ZigWheels also reaches out ZTimes Internet Limited’s being its highest ever share. growing. Average traffic share of across magazine, web and ZigLine has had a landmark 2013. As per In a category that is fiercely ZigWheels for FY 12 was 30 per – an inbound Car Buying/Selling, the December 2013 comscore data, contested with sites like Carwale. cent, which increased to 34 per cent Finance call based service. „ ZigWheels enjoys a traffic share of com, CarDekho.com and more in in FY 2013. [email protected]

14 afaqs! Reporter, February 16-28, 2014

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

AMAZON INDIA DETTOL BIRLA SUN LIFE INSURANCE The e-commerce online shopping giant’s television The new TVC of Dettol, which is part of Reckitt Benckiser The company’s latest commercial needles viewers to think commercial draws on the thought that ‘love’ has various India, shows how safety can lead to happiness. The ad is about their future and make it a practice to save regularly, dimensions to it and is not limited to ‘romance’. Clearly an emotional take on this message by showing women in as life is full of uncertainties. targeted at youngsters, the ad under #CelebrateEveryLove different stages of motherhood and how Dettol helps them drives home the point that people can shop for anything protect their children from germs. that they love on the portal.

Agency: Propaganda India Agency: Taproot India Production House: Alam Ara Films Agency: Havas Worldwide India Production House: Red Ice Films PRINT JOHNSON MINT DAINIK & Mint, the English BHASKAR JOHNSON business daily, from HT Media Group ONLINE Johnson & Johnson The online arm of stable has launched (J&J) launched the DB Corp came a print campaign an innovative out with print ads titled ‘refreshing print campaign in to mark the launch clarity in business’ India on Jan 29 to of Dainik Bhaskar to celebrate its bring to life, the Online Patna. The seventh anniversary. ‘Power of Gentle’ campaign is being The campaign proposition for run across the creatives describe their range of group’s paper and the papers journey baby powder. The website. innovation was since inception, done across The its reader profile, Times of India, and readership across The Hindu and the pages gave off the smell of Johnson markets and the edge it provides to the business daily & Johnson baby powder. readers.

Creative Agency: OMD Creative Agency: Equus CCreative Agency: Mandate Consulting OOH DIGITAL

EDELWEISS TOKIO LIFE – CRY BMW INDIA FINANCIAL SERVICES WESTERN RAILWAYS, MUMBAI Child Rights and You (CRY), used the Kalaghoda festival BMW India Financial Services recently launched a video Edelweiss Tokio Life in association with Western Railways, to appeal to citizens to ask their candidates to put child on the online platforms, where it invited 10 customers for Mumbai had a hefty actor masquerading as Yamraj and rights in their political manifestos for the upcoming a test drive on a Sunday morning and gave them a red entering railway stations with a message to adhere to elections. CRY has put up a creative installation at the carpet treatment during it. At the end of the drive, the railway safety regulations. Major stations like Churchgate, venue. The spinning tops symbolise motion for change customers were greeted by Sachin Tendulkar. Dadar, Jogeshwari, Borivali, Kandivali, were targeted. and the energetic forms of the children signify their - and the nation’s - bright future. Agency: Brand Connect Media Agency: In-house Creative Agency: Webchutney

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

16 afaqs! Reporter, February 16-28, 2014

$'9(57,6,1* SCARECROW’S AAP AWARD Common Denominator In a unique gesture, the agency felicitated 24 ‘aam aadmis’ of the ad industry. Bipin Pandit, COO, The Ad Club, was one of the awardees. News Bureau

t’s not just the political arena that has seen the effects of the Aam Aadmi Party (AAP). Even Ithe advertising industry seems to be taking its cues from the nascent political party’s principles. In a bid to recognise the work done by the Ravi Deshpande and Manisha Lath Gupta “behind-the-scenes” people of the advertising industry, Scarecrow Communications organised a felicitation function, aptly named as ‘Aam Aadmi Party’ recently in Mumbai. Interestingly, the invitation mentioned the dress code to be the (colourist), who worked on more than 15,000 iconic AAP topi (cap) enclosed along with it. And, ad films such as the memorable ad on national not surprisingly, this move created a lot of buzz in integration, ‘Mile Sur Mera Tumhara’; Shyam the advertising fraternity, especially online. The Salgaonkar (Sally), an editor who has worked function was also a way to celebrate the agency’s on 7,000 ad films in his 25-year career; Deelip fourth anniversary. Khomane (illustrator), who has spent 32 years in The awardees included voiceover artists, the industry and won 20 national and international specialty colourists, hair stylists, exceptional awards, including four Cannes Lions. musicians, product window specialists, animal (left) Bipin Pandit and Vikram Gaikwad at the event Milind Aglave (retouching artist) was the first trainers and even rainmakers. Interestingly, Bipin Indian to be listed to the top of the Luerzer’s Pandit, COO, The Ad Club, and Arati Shirodkar, liabilities and electronic banking, Axis Bank; Ajay Arhives illustrator (re-touch) list. manager, The Ad Club, also found mention in Kakar, CMO, Aditya Birla Financial Services; Ajay Other names included Joel and Gemma the list. Chandwani, director, Percept; Prashant Godbole, Fonseca (product window stylists), Pratap Considering there are many people who founder, Ideas@work; Ravi Deshpande, founder, Rath (percussionist), Mili Fernandes (hair contribute efforts to ensure that things work Whyness; Vikram Gaikwad, founder, Underdog; stylist), Shivananda Mohili (rain machine without a glitch, Scarecrow took consensus from and Rajesh Kejriwal of Kyoorius. operator), Santosh Kharade (illustrator), Tufail industry stalwarts and through a voting system, Speaking about the idea, Manish Bhat, founder Ahmed (producer), Daisy Joseph (production finalised the 24 awardees. director, Scarecrow Communications, said that coordinator), Sahebrao Hare (illustrator), Miten Besides felicitating them, the agency also AAP is the agency’s take on awards, considering Udeshi (colourist), Sunil Yashwant Chalke (studio exhibited many of their works, which provided there has been a lot of debate on awards in the manager), Ninad Karkhanis (print production insights about how they contributed to enhance industry recently. However, he clarified that this expert), Joseph Paul (print production manager), the final product - the advertisement. Besides will not be an annual event. “We have started an Brij Bhushan Mehru (composer, producer and this, the ‘aam aadmis’ were given a diamond initiative but we are not an award body. It’s an voice artist), Jagdish Agarwal (Dinodia founder), shaped trophy with the inscription, ‘Real gems of open format and we can inspire these agencies to Shankar Narayan Iyer (animal trainer), Ratnakar advertising’ handed over by the chief guests. it take it up,” he said. Gowda (voice artist and music coordinator) and The event’s chief guests included Bhaskar Das, Lalu Jaisingh (founder, Lalu’s audio video centre). CEO, Essel Group; Rajiv Rao, NCD, Ogilvy & UNSUNG HEROES As a platform, the aam aadmi party did more than Mather; Manisha Lath Gupta, former executive he agency felicitated people from across just bring together some great names. „ vice-president and head, marketing, retail Tvarious disciplines, including Pramod Patil, [email protected]

32,1762)9,(: Can System Changeovers Be Carried Out Without Chaos? Whenever the measurement process for any medium is overhauled, it leads to an uproar. The Indian Readership Survey being the latest example. Is there a easy rendition possible? By Raushni Bhagia

$3859$3852+,7 ,1'5$1,/52< $6+,6+6(+*$/ 1,7,1&+$8'+$5< CEO, President, Chief Sales Officer, Business Head, Radio City 91.1 FM Outlook Group ZEEL HT Mumbai FOTOCORP SUSHIL KUMAR FOTOCORP SYNDICATED FIRSTLY, THERE WHENEVER THERE ARE THE PREPARATION MEASUREMENT IS IS A NEED FOR CHANGES TO BE MADE, STARTS BY CRITICAL AS IT MORE INVOLVED THE RESEARCH AGENCY CONVINCING IS THE CURRENCY CO-ORDINATION NEEDS TO CO-ORDINATE OURSELVES BEYOND THAT DETERMINES BETWEEN THE THE CHANGES FROM DOUBT THAT THE MARKETING SPENDS. PUBLISHERS / TIME TO TIME. EITHER CHANGE IS INDEED MEDIA AGENCIES BROADCASTERS AND THE TECHNOLOGY FOR THE BETTER. ALL use this data to make plans the respective research body, changes or the parameters the bodies, RSCI, MRUC and and hence is important. right at the outset, that is, when that are set to calculate the Tech Comm, have representation These changes could be the methodology is conceived. currency change. The agency across the three stakeholders either methodology or execu- Secondly, the research body starts explaining the process - advertisers, publishers and tional. The industry went must validate the data over and only after the data is out and agencies. It is pretty democratic. over, before publishing it. At One can question the process through both and the issues many times after discontent is that emanate from each are any given point, someone is in but not results. The process was expressed. diverse with different impact. an advantageous position and well discussed, debated and The players who have Regarding methodol- someone is not; that will always accepted by the industry. The ogy, consider the shift from happen. gained still make peace with it, study wouldn’t have gone ahead TVRs/GRP to TVT. It gave Highly inflated numbers came but the ones who lose protest without that. Probably, there the advertiser insight on the out of few markets, while few and there is chaos. Though would be a couple of anomalies total reach of the channel/ other markets weren’t recorded in case of the readership in the data, considering the scale. show giving better ROI. Here in the research. For example, survey, the methodology and This type of data (currency) the research house had the Outlook’s readership has gone technology changes were shouldn’t be seen as point- responsibility of correlating up three times in Bihar. Now, the communicated to few in the in-time data; it’s a series of the results with the previously problem is - why is it going up in industry, I doubt the complete reports. Hence, it is best to published so that all stake- that market? What have I done process was explained to them wait for a couple of rounds holders had a clear thought. for this result? The researchers beforehand. It is important before comparing. Note that Now, the issues with the need to speak to the on-ground to take players using the data the earlier set of data is about personnel, understand and vali- two years old and if we were to current IRS are executional. into confidence. It is the responsibility of the date the data, time and again. get similar data, why would we Besides, selling without research agency and they There is a lack of responsi- change everything? During these data is not very difficult; it’s should have validated the data bility on part of the research two years, many editions were before publishing the results. agencies. just a matter of habit. launched and shut down.

20 afaqs! Reporter, February 16-28, 2014

BTL - DIGITAL

Brands are leveraging digital media for their on-ground activation to gather eyeballs and strike conversations with the consumer. By Devesh Gupta TIFFIN BOX

hat is happening on the ground no from the machine. Though only a limited number ENGAGING STUFF longer stays just on the ground. of people who were a part of the fest came hat kind of activity lends itself to When it comes to below-the-line there and participated in the activation, thousands Wamplification and engagement? A simple (BTL) advertising or on-ground acknowledged it as it went wild on the internet. answer is: good content. Marketers, social media activation,W what was earlier a road side, or Sumit Joshi, head, marketing, Philips Lighting and activation agencies point out that a good idea market, activation has now transformed itself into India, says, “On-ground has its limitations in should be the starting point: all media then fits in a multi-layered digital integrated or amplified terms of reach, but if the idea is strong, and a seamlessly. BTL activation with support from social media similar magic on digital could be created, then Aneil Deepak, head, Ideas, DDB MudraMax, (Facebook, Twitter, Pinterest and others). it can be amplified manifold.” Brands are now says, “If people really like it, they will share it.” “The phenomena can be explained as 9-90- briefing their social media and on-ground agencies Agencies believe that formats that have better 900, ” says Vipul Salvi, national creative director, to work in tandem. chances to get amplified are new experiences, Geometry Global (an activation agency born from humour, candour or the ‘wow’ factor. They all the merger of G2, Ogilvy Action and JWTAction, THEN AND NOW need to have a human touch to it and should be owned by WPP). “You do an on-ground activation decade ago, there was no digital, so the brief able to generate some kind of emotion, be it anger, with nine people, which is seen by 90 people A would be something like this: We are opening laughter or sorrow. around it, but when it goes online 900 people a store in some area on this date and want to create hype According to Ankur Kalra, MD and CEO, watch it, ” adds Salvi. How exactly does this work? around that, in the store and in the nearby areas, so we Vibgyor Brand Services, people will not share, like are looking at some ideas, tell us what can be done? or tweet something unless and until “they are able DIGITAL DRIVE The focus was on sampling not on creating a to identify with it. In the latter case, they will make efore the digital era, BTL was about setting conversation. Now the brief has changed to create sure that they tell 100,000 people what a great Bup kiosks, vans or door-to-door activities an eco-system around the campaign to provoke experience they had with your brand.” across cities, which had its limitations in reach and conversations, generate buzz and gather eyeballs. Matthew de la Haye, vice president, numbers. Digital has helped such activities burst “30 - 40 per cent of our clients give a more communications, Africa, Middle East, India and across groups, towns, cities and countries. holistic brief now including, digital, on-ground and Europe, Nissan Group, thinks that, online or off, Take the recent example of Kingfisher Beer, local media. They have social media agencies on the human touch is vital. “That physical interaction which created the world’s first beer dispenser board, and urge them to work hand-in-hand with is a part of the larger campaign,” he declares. triggered by head banging at the 9th edition of the us,” says Atul S Nath, MD, Candid Marketing. In Kingfisher Great Indian Octoberfest (the annual many cases, social media agencies not just advise AMPLIFICATION FACTOR music and beer festival organised by Kingfisher in but guide the entire activation. here are multiple on-ground activation Bangalore and inspired by Germany’s Oktoberfest). Shamsuddin Jasani, managing director, Isobar Tformats such as flashmobs, meet-and-greet An on-ground activation for Kingfisher India (the digital agency from Aegis Media) says, events, makeovers, cooking, acts, gaming events Premium, it required users to log in via their FB “Clients don’t come with an idea to amplify. It is and others that can be digitally amplified. account, strap on a helmet that captured the head’s we the experts who tell them what’s to be done.” On the ground, an agency can use augmented movements and bang their heads in front of a beer vending machine. A mobile device attached to the helmet recorded the number of bangs generated, Many marketers have started saying and the count was displayed on an LCD screen. that they cannot think of an on-ground With the use of motion-capture technology, the head banging caused beer cans to be dispensed activation without a digital leg.

24 afaqs! Reporter, February 16-28, 2014 &29(56725< reality, interactive games and webcams to (and not every brand had the facility) but on social generate buzz. On the digital front, the social Like, share, tweet are the media, the world reads what a consumer writes. media agency escalates it using triggers such as new age weapons. They This forces brands to respond quickly. repeated announcements of the hashtags, blogs, constant tweets, frequent updates of the FB status create opinions, and have SPREADING THE WORD using RFID (radio frequency identification), live ike, share, tweet are the new age weapons. streaming and developing microsites. Agencies the ability to topple. LThey create opinions, and have the ability to need to generate creative hashtags. topple. Mostly people between the ages of 15 and And the influencers get something in return present everywhere. Digital media solves this 34 are actively sharing content. But what brands too. Ford - in 2012 - invited 10 social media problem providing a great platform at low costs. need to consider is why someone shares. influencers to test drive the Ford Classic Titanium, Let us take an example of a consumer visiting a People share because it’s their statement of explore their passions and integrate it with the mall on a given day and sampling a mobile handset expression. If they share something funny, they car experience. Canon brought in bloggers for a at a kiosk. He may not purchase it, but what the want to show that they are funny, if its Greenpeace photograph workshop conducted with Raghu Rai. brand can do is start a relationship by connecting they share, they want to show they have a concern Rajiv Dingra, founder and CEO, WATConsult, with him via FB, Twitter or mail. Manish Seth, for the environment. “But,” says Nath, “as a says, “I think it’s a perfect marriage through which director, sales and marketing, Bacardi India, says, consumer, even if I like a brand page on FB, it is a lot of real time engagement can happen.” Jasani “We have seen success with the triad of experience, impractical that my friends will like it.” This brings of Isobar adds that if an event is not live tweeted engagement and activation and shall continue to a question, so what is a like or a share worth? it has not happened. From a strategy perspective, make this model more and more effective.” He points out that most brands look at it’s important for a brand that its content should Good content gets you eyeballs. Philips’ amplification via numbers (‘FB likes karado’, is the be consistent keeping in mind local relevance and campaign lighting up monuments got the refrain). “The challenge is to spot the difference cultural sensitivities. “I think one mistake that electronics brand nearly two million eyeballs. between short term and long term amplification many companies are making is creating generic They routed the campaign in such a way that and how to get the clients to see a slightly more content that has no local relevance,” explains Haye. before it was launched a million people were strategic view to amplify any activation, rather than talking about it. Says Philips’ Joshi, “The idea for what is done today,” he adds. THE WHYS engagement is that the brand wants to leave the any marketers say that they cannot think of consumer with a good feeling about itself.” THE CHALLENGES Man on-ground activation without a digital Digital creates a democratic platform that allows e it the Cadbury Lift act or the Bournville leg. No brand can have a 12-month-long ATL two-way conversation. In the past, customer BProposal, one has to ensure originality media plan and even if it has one, it cannot be helplines were the only medium for complaints and connect with the consumer. The moment

GRABBING ATTENTION QUIRKINESS The idea is to catch a consumer’s attention and get him to talk about it. Brands: Cadbury Bournville and Bacardi Here are some campaigns that stood out in the past 18 months. Activity: The chocolate brand staged a fake proposal in a mall. Bacardi challenged pub hoppers to walk straight on a line to prove that they were not drunk. SHOCK DISRUPTION Brands: Zara, a Chennai-based bar and Edelweiss Brand: Greenpeace Tokio (along with Western Railways) Activity: The NGO ambushed Essar by getting Activity: People were shocked to find Yama, the volunteers onto the top of the Essar office disguised god of death at their side. Zara’s message: don’t as workers and unfurl a banner, ‘Will Kill Forests’ drink and drive. Edelweiss had this to say: don’t with Essar’s logo. Essar stopped the activation cross railway tracks blindly. within minutes, but the message went viral.

LARGER THAN LIFE Brands: Maybelline Activity: Maybelline constructed a larger than life lipstick in a Mumbai mall to create buzz around the feature that it stays on for 14 hours. The agency created a #doesnotlastlongenough and urged people to tweet to find the product. LEARNING Brands: Kingfisher Activity: The beer brand introduced the world’s first crowd-sourced English font, called Kinglish, contributed by pub hoppers across Bengaluru.

FRQWLQXHGRQSDJH>>

afaqs! Reporter, February 16-28, 2014 25 ',*,7$/ NETWORK 18 It Means Business The company has launched a business news portal immediately after News18.com. News Bureau

irstbiz.com as a stand-alone business news First, rethinking posting around business. We and views site. This comes close on the heels know that business news consumption on digital Fof the launch of another news portal when has reached a plateau, but there is a way to coax Network18 launched news18.com. every reader to become a business news reader. Firstpost.com, the existing news portal of the Second is making business inclusive. Digital media group, has been covering business and economy for about three years. The launch of the new portal comes at a time when the country is looking forward to a General Election where economic and business agendas are set as much as the political agendas. Firstpost all economic agents driven by says that users must engage with aspiration, the need for a quick the economy and business, as turnaround on news and views is by its nature allows us to focus on the niche. We deeply as with politics. even more vital.” don’t have constraints of inches or minutes.” R Jagannathan, editor-in-chief, The website aims at being The third is that the company is thrilled to take Firstpost.com, says, “By reflecting present on all platforms, starting Biztech that was previously a stand-alone property a diverse range of public opinion from the desktop and laptop, into the network’s fold. “Enterprise technology is that mainstream media was slow and soon enough on iPad and an important space that we will build a multitude to respond to, Firstpost made Android smartphones, amongst of experiences around. This is a beta production,” a space for itself. With Firstbiz, others. Durga Raghunath, CEO, she adds. A lot will change based on user feedback which is targeted not just at Firstpost, adds, “We have a three- and analytics. „ business and entrepreneurs but Raghunath: three-pronged aim pronged aim with this launch. [email protected]

<< FRQWLQXHGIURPSDJH Headbanging activity in a rural city virtual shopping wall activation at Mumbaikars living in the city and will make people go crazy,” he adds. Café Coffee Day across 30 stores in elsewhere. The campaign got around Venkatesh Srinivasan, director, RW Delhi and Bengaluru. The online three million impressions, including The Multiplier... Promotions has an example. campaign drove walk-ins and got tweets, YouTube views, Facebook Zee TV wanted to reach out to nearly two million impressions. The likes and shares. the consumer finds the content these areas for driving voting traffic virtual wall had products displayed Joshi points that that these kind convoluted, he backs off from the for an award show. The agency went with a unique code - scanning it took of ideas will generate a lot more share/tweet/like button. The idea is with laptops to register people’s to evoke an emotion in him, be it responses, but it needed an authentic curiosity, anger or joy. e-mail ID. In many cases, the agency Digital offers the Sindhuja Rai, vice president, had to make an ID for the people media, Cadbury India, has a word there. opportunity for smaller of caution. “Some ideas might not Jasani points that in rural areas, be buzzworthy from a social point the distractions are fewer. “People brands to compete with of view. It is important to strike the here are content hungry and they like larger brands. right balance.” Another challenge, it when it comes to them.” But there according to Salvi of Geometry are deterrents such as bandwidth Global, is that the creative talent issues and power cuts. one to Yebhi.com’s product page. relevance from the target segment “need to think about the medium Nikhil Rungta, chief business and the engagement will be much first, understand what it can do and THE MEASURE OF SUCCESS officer and head, marketing, Yebhi. more specific. “On digital, we have then craft an idea for the platform.” ifferent campaigns have com, points that in the old days, the freedom. I can target people from Attracting the attention of the Ddifferent success parameters. A only 5,000-10,000 people would have Mumbai and Mumbaikars living consumer - online and offline - is technology B2B activation does not known about it. “We issued a unique elsewhere in various ways.” not easy as she is already distracted. depend on the numbers but on who promotion code to each product and the people tweeting for it are. tracked how many people enquired THE ADVANTAGE UNMETRO STORY Jasani of Isobar points out that about it on a real time basis. For he digital window offers he concept works differently a mass campaign is successful if it ROI, you need to define your metric Topportunity to smaller brands to Tin rural India. The medium of earns 30-40 per cent non-paid likes clearly - whether its cost per contact, compete with larger brands. All they access of content here is the mobile or shares. This means that the brand cost per conversion or cost per sale. need is the right content. (mostly feature phones), while in gets extra coverage without a penny At the end we should have an idea Says Rungta, “I don’t know the urban areas it is smart-phones, spent. With digital, the advantage that this is what we had set out to do whether it brings them at par tablets and dekstops/laptops. Brands is that every penny spent can be and this is where we have reached.” with the larger brands but from and agencies consider SMS the best quantified in terms of results. Says Samar Singh Sheikhawat, senior an opportunity perspective a large way to reach out to the former. Bhattacharya, “When digital is used in vice president, marketing, UB Group, number of smaller brands have the Ekalavya Bhattacharya, director, terms of technology in an on-ground says, “ROI is about engagement, window to reach a larger audience at digital media, MTV India, opines activation, it helps you reach a more involvement and how people are a marginal or no cost.” That is what that in rural areas, brands should evolved user base who wouldn’t care sharing it.” Joshi cites the example makes this a fantastic platform to go focus on ideas like augmented reality. about traditional advertising.” of the Philips campaign where it lit forth and multiply reach. „ “Something like the Kingfisher Take the example of Yebhi.com’s up the Gateway of India and targeted [email protected]

26 afaqs! Reporter, February 16-28, 2014

0(',$ BINDASS Not-so-subtle Message The channel is looking at spending 20-25 per cent of its annual marketing budget on the campaign. By Prachi Srivastava

lmost three years after Sample this: ‘hum bade done by the channel, “Ongoing research suggested the ‘What I am’ campaign, shaitaan hai, magar pata hai... that the youth are restless and want to take action, ABindass (formerly known humari shaitaani corruption ki but the nature of the action needs to be purposive as UTV Bindass) has rolled out naak mein dam kar deti hai’ - they would rather do it themselves than wait for yet another brand campaign called and ‘humein paison ki value someone else to bring about a change. With this ‘B for Change’. nahi magar jinke paas nahi core thought, we designed our brand philosophy While the campaign extends hain unki hum dil se value of Bindass being an enabler of purposive action.” brand Bindass’ core messaging karte hain’. In the end, the The channel is looking at investing 20-25 per from being ‘Rest-less’ to ‘Enabler film projects young people cent of its overall annual marketing budget on the of Purposive Action’, it aims to inspire the youth to take action and galvanise dreams into reality. With the ‘B for Change’ campaign, the channel encourages the youth to be enablers of change through their actions and initiatives. The idea of the initiative is that the change lies with each one of us and just not with society at large. Talking about the reason for launching a new brand campaign, Shikha Kapur, VP and head, marketing, Disney UTV, tells afaqs! Reporter, “Bindass has always mirrored the lives of young Indians and in this film as well, the idea is to portray different shades of today’s young people.” The brand film features 13 short stories and

“Bindass mirrors the lives of young Indians.

This campaign as social agents with a strong declaration - Bindass campaign. Kapur says that impact and innovation portrays shades of ‘B for Change’ ‘Change Aayega....Hum Laayenge’. will be the key filters in selection of media today’s young.” “We also feel that the general sentiment vehicles. There will be heavy presence in outdoor, amongst the youth currently is about the need key print dailies in addition to theatres. SHIKHA KAPUR for change and hence it was the right time “There will be exhaustive exposure across all for Bindass to present them with a platform major social media platforms - led by YouTube, that will enable them to bring about a change Facebook and Twitter. Outdoor, vernacular dailies its creative is credited to the in-house team of themselves,” Kapur adds. The channel has also and radio will be the driving force in the key cities Bindass. It is directed by Prashant Madan with launched a website called bforchange.com. “The of HSM 1 million+ markets,” she adds. Tapan Basu as the director of photography. Skylark website will be an extension of the campaign The off-air media campaign will be on for four Productions is the production house for the brand online and become a platform for youngsters to weeks through different media. In the launch film. bring about change. phase, the social media campaign will actively drive The new brand film - about 2 minutes long The campaign will be extended on air through the new channel positioning and awareness about - is being played across Disney UTV network content on Bindass, which will be rolled out in the website, ‘www.bforchange.com’. Sustenance channels. It portrays the ‘cool generation’ in the the coming months. “These shows/properties will will be pursued through social media, which will first part and showcases stories of youngsters reiterate Bindass’ brand philosophy - ‘enabler of help build and increase traction for the website who are looked upon as superficial and hence purposive action’ and be a part of the ‘B for Change’ and keep alive the channel positioning. GroupM’s connotations like careless, irresponsible, spoilt and campaign, where the young India will have the Motivator is the media agency working on the uncouth are often attached to them. The second power in their hands to bring about the change account. part portrays the ‘Duel’ generation that shows they want to see,” Kapur adds. For the record, Bindass is one of the leading that although today’s youngsters are rebellious The brand film will be showcased in theatres, youth entertainment channels and was launched in and loud, they are still contributing in bringing too. It will be promoted on 250 screens spread 2007. The channel is home to the popular home- about a change in the society in their unique ways. across Mumbai, Delhi and key cities in HSM 1 grown youth oriented cult shows and franchises But, these actions are often misunderstood due million+ markets - Mumbai and Delhi would be such as ‘Yeh Hai Aashiqui’, ‘Emotional Atyachaar’, to pre-conceived notions. The ‘Do’ Generation, the priority markets. Kapur mentions the research ‘Superdude’, ‘Beg Borrow Steal’ and ‘Big Switch’, most in the concluding part, portrays a holistic picture of which have run into multiple seasons. of positivity and enthusiasm of the young people After the acquisition of UTV by Disney, the who have made a small or a big difference. The brand film will be channel, formerly called UTV Bindass, was The ‘B for Change’ brand film also puts forward promoted on 250 screens re-christened Bindass. It also adapted a new tagline, few thought provoking statements that define ‘Rest-less’, instead of the earlier ‘What I Am’. „ the voice or intention of today’s young people. across key cities. [email protected]

28 afaqs! Reporter, February 16-28, 2014

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PRABHA PRABHU|CEO, MADISON BBMBMB eexcitedxcited me was that AdAdi Godrej said that he would ggiveive us the Cinthol account. The Tatas gave us tthehe Nelco TV account.acc I was very excited to sstarttart with such bibigg and prestigious brands. The The Adwoman yearyear we started MadisonM (in 1988), we made CintholCinthol the leleaderad in premium soap market beatingbeating Lever brandbra Liril. ntil I turned 35, all the experience that I can pputut is as a social When GodrejGodrej and P&G got together to worker associated with an orphanage. I usedused to stich clothes for formform PGG, we started working with P&G. Uthe kids there, cut their hair and spend timetime groominggrooming them. TheyThey were happyhap with us and encouraged The first defining moment of my life was whenen I got separated from usus to alignalign withwith one of their roster agencies, my husband. I had two kids who were 5 and 6 years old respectively, DMB&BDMB&B (D’Arcy(D’Ar Masius Benton & Bowles). then. That is when I started working at the age off 35. We soon becameb their agency handling I started with space selling for a publication cacalledlled Investment theirtheir flagshipfl brands Whisper and Today. I managed to do well there. In fact, I got ddoubleouble tthehe Vicks.Vicks We made Whisper the leader number of ads for them than what they used to getet earlier but I despitedespi their premium pricing didn’t like space selling as such. andand it was personally a fulfilling experience.expe NEW CALLING he grass looked greener on the advertising side.e. I used ALL IN THE FAMILY Tto meet ad agencies when I was with Investmenttment eing part of the P&G Global Today and the work always attracted me. I quitt mymy BStrategic Think Tank on Whisper,Wh I travelled a lot and wworkedor with people from all over tthehe world. I realised the power I had the option to of tthish exposure and wanted my cchildrenhildr to also get this exposure. swim or drown and I I sent my son and daughter abroad forfor theirthe education. Today, both decided to swim. are in advertisinga in New York, my sonson in Deutsch Advertising and my daughterdaugh in Ogilvy. job to join a small agency - Fource Advertising.ng. HavingHaving AnotherA very important phase worked there for a short time, I went to AG Krishnamoorthyrishnamoorthy ooff mym life was when Madison at Mudra. FOTOCORP signedsign a JV with Beattie I joined Mudra in 1983, at a much lower salary,y, the idea was McGuinnessMc Bungay - popularly to earn enough to keep my house going but more importantimportantlyly knownknow as BMB - to form wanted to enjoy what I did. I knew space selling ... so I went MMadisonadi BMB. With Raj Nair as to Mudra. At Mudra, I was handling all the clientsts as well as my creativec head, who has won liaison work for Ahmedabad office. In the beginningning I used aawardsward for many campaigns, we to be extremely stressed. I had the option to drownwn or swim. hhaveave already achieved our targets I decided to swim and got promoted to a senior llevelevel in jjustust fforor thisth financial year with a 144 two years. pperer centc growth till December vs When Sam (Balsara) decided to quit Mudra,, he called a yeyearar ago. I believe you should do me one day and offered me a share in the businessess he was what yyou are passionate about. I am setting up. I was doing very well for myself at MMudraudra anandd gladglad I gotg into advertising. „ I wasn’t sure if I wanted to upset the apple cart. But what As told to Prachi Srivastava

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0(',$ COLORS The Action Returns Fear Factor is coming back in its fifth season with a few tweaks in the format and a new host in film director Rohit Shetty. News Bureau

olors and Endemol have come together after a break of 18-24 months to bring back Cthe action-packed property, Fear Factor- Khatron Ke Khiladi at the weekend prime time slot. The show is being tweaked to make it fit for family viewing. The number of stunts have also been increased by way of removing ‘pairs’ (earlier, the participants performed stunts in pairs). The last season of the show appeared on the channel in 2011. Between the fourth and the fifth seasons, Colors tried its hand on other action based reality shows like Ring Ka King and the telecast of the MMA championship Super Fight League, both in 2012. However, both failed to gain ratings for the channel. All 14 contestants, a mix of male and female, The new gang will fight for survival in Fear Factor - Khatron Ke Khiladi at Cape Town, South Africa, where the shooting started in the first week of February. Sponsor deals have not that the production house has kept safety of the Manisha Sharma, head, weekends programming, contestants and the crew at priority and South Colors adds that the channel has picked celebrities been signed yet, but it is Africa is a tried-and-tested territory. from different spaces this time, unlike before. Launched in 2008, the first two seasons of the Rohit Shetty, who’s known to blow up cars expected that the show will show were hosted by Akshay Kumar. Two seasons on the cinema screen, literally crashed into the had all-female participants who were supported by party in a burning SUV at the launch event for the replace India’s Got Talent. a male partner each, such that the participants were show’s fifth season. Colors’ CEO, Raj Nayak had it is expected that the show will replace the reality celebrities and the partners were ordinary people. his share of playing with fire at the event. Nayak show, India’s Got Talent on Colors. The spot rates Season 3 had a twist, when male celebrities adds, “We had to take a break so that the show gets and sponsorship rates should be in line with 24 were taken as participants and Priyanka Chopra a breather and we get some time to think about and a little above IGT, expects Nayak, without hosted the show for Colors. Akshay Kumar came better ways to reinvent the show.” divulging any specific financial details. He says that back in the fourth season in 2010. When asked if the show will be launched the show is less expensive in terms of production Some of the contestants who will be seen trying before the Indian Premier League, one of the most if compared to Bigg Boss. Sources inform that it to conquer their phobias include actor Ranvir popular cricketing tournaments, Nayak answers, could cost `50-60 crore, about 15-20 per cent Shorey, door-crashing expert Dayanand Shetty; “It doesn’t matter much now. IPL has settled more than the last season. ladies’ man Rajniesh Duggall; cricket commentator down, it’s been six years since it started. Matches Deepak Dhar, managing director, Endemol is Rochelle Maria Rao; Bigg Boss Season 7 winner go on for four hours and Khatron Ke Khiladi will be hopeful of taking the format to the regional space. Gauhar Khan; popular television crusader Pooja for one. I am expecting that the audience will peep He adds, “I believe it can happen and be successful Gor; choreographer - actor Salman Khan; and into the show, taking a break.” in certain pockets of India.” When asked why the Bollywood’s action heroine, Geeta Tandon. „ Sponsorship deals have not been signed yet and series is being shot in South Africa, Dhar mentions [email protected]

ZEE 24 TAAS researche has shown that viewers are setting up new priorities; therefore it has become imperative to refurbish the brand. Backed by Zee Media A New Day Dawns Corporation’s core philosophy to innovate in order to stay ahead, the The channel launched a brand film on February, new look of Zee 24 Taas is a step in 12 with its new tagline and logo. News Bureau the right direction.” After extensive research and planning, the channel will launch elebrating seven years, Ek Paul Pudhe (One Step Ahead). a 360 degree marketing campaign Zee 24 Taas, the Marathi The channel had changed its to promote and reinforce the Cnews channel from the first logo, tagline and the look in 2010. rejuvenated programming and private broadcaster, has revamped While reinforcing the legacy, the packaging along with anchor its look and donned a new logo. On new avatar of Zee 24 Taas promises presentation and news delivery. The February 4, the channel launched rich content and a host of shows. campaign will elaborate and capture its new brand promise and tagline, Alok Agrawal, chief executive the thought and philosophy behind Raha Ek Paul Pudhe (Stay One Step officer, Zee Media Corporation, Ahead), from its existing position of says, “With the advent of digitisation, FRQWLQXHGRQSDJH>>

32 afaqs! Reporter, February 16-28, 2014

,17(59,(: AMBI PARAMESWARAN> ADVISOR, DRAFTFCBRAFTFCB ULKAULKA ADVERTISINGADVERTISING “Religion and Consumerism co-exist Happily”

For this author of several books, this one is the lightest of them all. Going by the book, it is. By Ashwini Gangal

re Muslims more open-minded shoppers? Which product category llendsends itseitselflf FOTOCORP How did Akshaya Trithiya become such readily to religiosity?ty? Aa big deal? Why has the bindi disappeared Every product in someome form can use religion from advertisements? to connect better wwithith consumers. The ones These are some of the questions printed on the that come to mind are clothinclothingg (weddin(weddingsgs are jacket of Ambi Parameswaran’s latest book ‘For a big opportunity fforor ethnic clothing brands), God’s Sake’. And we’re inclined to agree with his entertainment (televisionevision programming, statement that this is a light book - the language music and books), travetravell anandd tourism is chatty, the pages full of anecdotes, real brand and retail. Consumerer ddurablesurables can stories and examples. Though Ambi took no more use religious festivalsls as occasions than four months to write this book, it was “in to connect with consumers.sumers. Mobile the making” for four years, all through his PhD. operators have a hugege opportunity He holds a doctorate from Mumbai University on to leverage religious themes. ‘Religiosity and Consumer Behaviour’. His thesis Recent examples of brands thatthat is about how religion and religiousness interact have used religionn successfusuccessfullylly with our behaviour as consumers. According to to sell include Tanishqanishq (secondsecond Ambi, ‘For God’s Sake’ is a “diluted version” of his marriage) and Lifebuoyoy (GondappaGondappa).). PhD thesis. Excerpts from an interviews: The ads use religiousligious socio- cultural symbols to drive home an Who is this book a targeted at - those who emotional message givinggiving brands write creative briefs or the decoders? a lot of gravitas - and as far as This is a book about consumer behaviour, seen the religious typologyogy is part ofof through the prism of religion. It is not targeted the narrative and doesn’tdoesn’t thrustthrust at any specific group. It is for anyone who is religion in consumersmers faces, it’s interested in the way religion and consumer fine. behaviour interact in this country. It is aimed at the lay reader, who is, say, 23-24 years old... You have writtenn about hohoww a BMM graduate perhaps, looking for a career people think religiosityligiosity and in marketing. It could be useful for marketers, consumerism arere mutuallmutuallyy people who’re thinking about how best to connect exclusive. Tell us aboutbout tthat.hat. with consumers. Marketers across areas like travel There is a misnomernomer services, entertainment channels, retail outlets, that religion is all aboutbout maybe someone who makes products like clothing. relinquishing and goingoing Indian consumers are quite happy to consume away to the hills. BButut in the name of religion. I may not buy a box that’s not that case att all. of sweets but if it’s Christmas, I might. I may In fact Hindus prayy to not shop for clothes but if I know it is Akshaya a Goddess of Wealth,lth, Trithiya, I may want to. Religion gives consumers Laxmi. Religion andnd a lot of opportunities to consume in a very consumerism canan legitimate, guilt-free fashion. co-exist happily.y. So if you’re a consumer, the book will help you Religion is also aboutut understand how marketers are using religion to celebration. Andd sell to you; maybe you can get a little forewarned. consumption andd If you’re a marketer, it will help you sell to your celebration go welll consumer better. together.

How religious are today’s youngsters? Many brands have started striving to own a How does a strategic planner finetune his/her I believe young people in India visit temples, they higher purpose or social proposition... brain to so-called ‘religious insights’? pray every day, unlike the youth of places like UK Brands can change habits, they can change the Planners have to be culturally sensitive and this or Germany or Netherlands. With liberalisation, way we use products. Societal beliefs are deeply includes understanding the role religion plays in the rebellious nature of Indian youth has reduced. engrained and it takes generations to change them. the consumer’s life. Aren’t planners worried about Today, the youth wants to have a religiously Brands can at best reflect changing societal beliefs. how digital has changed their consumers’ lives? rich wedding, with rituals and traditional outfits, Brands cannot perform the role of religion. Brands So why neglect religion? Planners dissect their etc. They feel religion gives them a way to connect can tell you when to wash your hands, when to consumers by looking at them through several with their own cultural past. brush your teeth, when to have a bath, but not lenses. Why not the religious lens too? „ how to live your life. [email protected]

34 afaqs! Reporter, February 16-28, 2014

0(',$ CHANNEL V More Properties in the Offing After successfully running India- Fest for four years, the channel now plans to take up other bigger on-ground properties. By Raushni Bhagia

In its first year, IndiaFest was sponsored by marketing spends,” she adds. Nokia, while there are about 12 sponsors this year. She adds that the marketing spend hasn’t gone Brands such as FOGG, Airtel, Honda, Woodland up in the past year. The channel introduced a and Moser Baer have tied-up in different categories couple of changes like launching a mobile app Vith including powered by sponsor of the Finale, U for women’s safety. IndiaFest is another off- associate sponsors and exhibit partners. mainstream initiative by the channel. Generally, Last year, footfalls at the event were about college fests are in smaller premises with limited 40,000. Prem Kamath, GM and EVP, Channel resources. Asharam adds, “We wanted the brands V, adds, “Participation has gone up by almost to come and do it for the kids.” 100 per cent. We have had 500-600 participants In an official communiqué, Viral Oza, director, earlier, this year we had about 1,000 participants marketing, Nokia, says, “Nokia IndiaFest is a in each zonal.” Kamath adds that although the perfect platform for the youth to showcase their he youth general entertainment channel event started out as a marketing initiative, it is talent in front of their peers.” Among celebrity (GEC) from STAR India, Channel V completely on its own now. He adds, “We have a judges, Neha Dhupia and Dino Morea picked the Tjust celebrated the fourth edition of its full team that works on the event round the year.” Campus Diva and Campus Stud. Nishka Lulla biggest on-ground event, IndiaFest, launched in There will be an hour’s content that will be judged the fashion show, Rampage. Rohan Sippy association with Nokia. The finale, which was shown on the channel, but Kamath chose the best filmmaker, DJ Suketu held on February 7 and 8 in Goa, after zonal emphasises that it was never devised the DJ of the future (Turning competitions in eight cities, saw participation from for on-air viewing. “Fest is about Tables) and Suraj Jaggan the Rock more than 60,000 students. experiencing. We are open to take it competition, Nokia Launchpad. Having reached out to more than 3 million to 12 cities the next year. Let’s see!” The finale showcased students with active participation of a whopping The channel has representatives performances by Sunidhi Chauhan, 1,753 colleges last year, the fest had this year got across 400-500 colleges, called Vishal Shekhar and UK’s famous DJ registrations from 22,000 colleges across 25 cities ‘Channel V Rep’, who help Vicky Devine. “Channel V Nokia and prizes worth `50 lakh were given out across 25 co-ordinate the event and that, Nipa Indiafest is no longer a college fest events. The property has been earning 15-20 per Asharam, VP, marketing, Channel but the annual one-stop coming- cent higher revenues year-on-year. It now plans to V, believes is their best marketing together of a generation,” adds launch two more events and an announcement is strategy. “I will be happier if we Kamath. „ expected around August. could pull out an event with ‘zero’ Kamath: happy [email protected]

<< FRQWLQXHGIURPSDJH Paul Pudhe, which showcases stories Uday Nirgudkar, editor-in- The brand campaign will be of empowered people who always chief, Zee 24 Taas, says, “We are launched in print (DNA, Loksatta, stay one step ahead in their field of re-launching to fine tune ourselves Mumbai Times, Lokmat and A New Day... action. The channel launched the to reflect the changing needs of Sakaal, amongst other Marathi the rationale of the revamp across brand film based on this philosophy viewers. Our new offering will be publications), along with radio media like print, TV, radio, digital, on February 12. more qualitative and focused.” spots on Radio Mirchi, Red FM, mobile and outdoor. Radio City and Big FM across “The need for this repositioning Maharashtra. The campaign will emerges from the fact that the also be promoted in Mumbai, Pune current generation is action oriented and Nashik through bus panels, bus and Zee 24 Taas as a responsible shelters and hoardings. Digital bursts news channel always takes care of will see banners and text/stamp ads viewers aspirations to stay relevant,” on Google display network sites and adds Bhushan Khot, business head Facebook. The channel’s website, of the channel. Facebook and Twitter pages will Along with this transformation, don the brand communication of Zee 24 Taas is also developing a the channel. „ new series on the theme of Raha Ek [email protected]

36 afaqs! Reporter, February 16-28, 2014

,17(59,(: PRAVEEN KENNETH> CO-OWNER, CHAIRMAN AND MD, LAW & KENNETH SAATCHI & SAATCHI “All of us need a mountain to climb”

From the youngest CEO of depend on me. In what way am Publicis India at 29 to the I assuring all these people - and 43 year old co-owner-cum- my clients - stability?” The moment you realise you’re responsible for chairman and MD of Law & so many people, you tell yourself, Kenneth Saatchi & Saatchi, “Okay, come to your senses.” Praveen Kenneth has come a So you see not selling out as being long way. Excerpts from an irresponsible? Not just irresponsible... it means interview: you’re running from your ego. It By Ashwini Gangal means you think you’re indestructible. I’ve seen many stories like that... ow, on the professional when people start making themselves front, the Publicis Groupe larger than life - it can be extremely N- an obvious choice, given dangerous. Kenneth’s history with the network - has acquired 51 per cent of Law & How does it feel being answerable Kenneth, the advertising agency he to more than just yourself? established in 2004, along with Andy You now report to Chris Foster Law and The Body Shop’s Anita (chairman and CEO, Saatchi Roddick. The group has integrated APAC). Interestingly, you choose Law & Kenneth with Saatchi & to call it ‘working into him’ and Saatchi India. not ‘reporting to him’... On the personal front, Kenneth I am the owner of the organisation. says, “I have become a lot more We’re responsible to each other. It’s sober, I laugh more, I am less angry. like a marriage. When you’re single, The biggest learning has been this - you can come back home whenever business is a game. It is not life and you felt like but when you’re married death. At 29 I thought everything was you need to be responsible to each life and death. I have got a lot more other. In a partnership, there’s give perspective now.” and take. That’s where it stands. We spoke to him about his decision to sell, that believes it has not lived up to expectations. It’s the same job. Just that now I have a partner. about his new partner and his future plans. Thousand days from today, if we turn things There’s someone to walk with me and carry my around and make it possible, it will be a great story. responsibility equally. That’s comforting. Usually, the buyer’s name goes first. That’s It’s a great challenge for me to turn this around. I have management control. Publicis has equity not the case with L&K Saatchi & Saatchi. I’ve had many people questioning this, saying, control. Whenever a merger happens, the finance People say L&K has salvaged Saatchi in India. “Why Saatchi and Saatchi?” My question is, “Why of the organisation is managed by the team that What do you make of such buzz? not Saatchi & Saatchi?” All of us need a mountain owns majority share. So, my finance team (led by I wouldn’t be so harsh on Saatchi & Saatchi. The to climb. CFO Vijay Agrawal) will now report to the Saatchi fact of the matter remains that Law & Kenneth APAC CFO (Johann Xavier), but they will also seems to have done a slightly better job than Saatchi Why now? What’s the tipping point after work closely with me. & Saatchi. Since the brand is much stronger, I which a founder of an agency puts up the ‘For Anyway, after three or five years, after I’m done think it makes sense for Law & Kenneth to lead Sale’ sign? here and decide to leave the company, I need to the wagon. It makes sense that the Law & Kenneth I could keep playing the game in the same small hand this over to somebody. So, somebody has to brand drives the Saatchi & Saatchi brand. field the rest of my life. But we’ve grown. It’s time take responsibility eventually. to play a new game. What does Saatchi bring to the table? It has For me it was this strange reality - we were What’s your plan after three to five years? lost many people and accounts in the recent growing, we were rocking... and one day I realise Start another agency? Turn financer? past. Isn’t it a liability in a merger like this? we’re 340 people. I said, “What if the plane Start another agency? Never. People may say great Saatchi’s not a liability. It’s just a great opportunity crashes? What if we get run over?” Then I realised words about it but advertising is a really exhausting that needs to be used right. Anything in this world I was being extremely irresponsible. For me the business. I’ll spend the next 1,000 days making can be a liability if it is not used well. Here’s an tipping point was this - the realisation that life sure L&K Saatchi & Saatchi is successful. The analogy - just because a piano conks off it doesn’t is fragile. It can all go in a minute. I thought, person that I am, I only focus on what’s in front mean the musical instrument called piano is “I am responsible for so many people. They all of me. I spend less time daydreaming. I haven’t screwed up. You need to go back, tune it up and daydreamed yet. start playing the music. That’s our job now. We I’m on the job for as long as it takes to make will tune it up and start playing the music. That’s “There’s someone to this partnership win. When I make L&K Saatchi & as simple as it is. So, it’s an asset. walk with me. That’s Saatchi a success, my task is done. Nobody owns The reason I decided to be part of this madness me; they own Law & Kenneth. „ is because it’s a challenge. There is a set of people comforting.” [email protected]

38 afaqs! Reporter, February 16-28, 2014 0(',$ HINDI GECS It’s an Honour Hindi GECs have taken to self awards in a big way. Besides promoting their shows and characters, these properties serve several other purposes. By Raushni Bhagia

ho is the most popular bahu of Awards has had Dabur and Vaseline for different A drop in its 2010 edition notwithstanding, Zee Indian television, till date? Tulsi from editions. Broadcasters agree that award shows Rishtey Awards too has done well; it started off WKyunki Saas Bhi Kabhi Bahu Thi, Bani yield positive ROIs and these tend to break even with 2,815 TVTs in 2007 and stands at 8,599 TVTs from Kasamh Se, Archana from Pavitra Rishta in the first edition itself. Ashish Sehgal, chief sales in the 2013 edition. Star Parivaar Awards clocked or Anandi from Balika Vadhu? 7,916 TVTs in its debut edition Well, interestingly, the answer (2003) and got 7,267 TVTs in depends on which TV channel is 2013. Star’s award show has hosting the awards show. witnessed a lot of fluctuations While Anas Rashid (Sooraj in across its eleven year journey; its Diya Aur Baati Hum) and Hina biggest spike came in 2012 with Khan (Akshara in Yeh Rishta Kya 10,069 TVTs. Kehlata Hai) are the favourite These award shows not husband and wife of the Star only bring in a unique set of Parivar Awards (a decade old advertisers, but also lure “flirting event), Zee Rishtey Awards has audiences” as Anooj Kapoor, found its own favourites in Rajat executive vice-president and Tokas (Akbar in Jodha Akbar) business head, SAB TV, terms and Surbhi Jyoti (Zoya in Qubool viewers who are not loyalists Hai). Likewise, Colors named of the show/channel in Siddharth Shukla (Shiv in Balika question. Viewers, who watch Vadhu) and Toral Rasputra other GECs, gravitate towards (Anandi in Balika Vadhu) the a particular channel (say, SAB most ‘lokpriya’ or loved faces at TV) only to sample the awards its recently held Golden Petals show. Through the course of the Award. Evidently, GECs have awards show, they start getting taken to in-house awards in a accustomed to the characters, big way. perhaps get a taste of what the One may argue this trend channel and its shows stand stems from a dearth of acclaimed for (humour and laughter, industry awards; two popular in this case) and perhaps get names are Indian Television “converted”. Academy Awards (popularly Broadcasters call these award known as the Academy Awards) functions a celebration of and Indian Telly Awards, both of channel’s ‘family’, namely, the which are 13 years old. The film cast and crew. Ajay Bhalwankar, industry has Filmfare, Stardust, former content head, Zee TV, Star Guild, Screen, Big Star says, “Zee Rishtey is a celebration Entertainment, IIFA and Zee Cine; the advertising officer, ZEEL, says, “Advertisers fight for these of our relationship with the audience. It’s not fraternity has the Abby Awards (Goafest), Effies, events, as these are one-offs.” about who acts better, but about who depicted a Emvies and Olive Crown. Even so, the ad industry From a marketing perspective, these events particular relationship better.” In its 2013 edition, has two self awards - Lowe Lintas’ True Show and see an investment of around `7-8 crore each. The the channel also awarded shows on other channels more recently, Ogilvy’s Envies. revenue, varies from network to network. Rohit (Star, Colors and Sony) under the newly created Gupta, president, network sales, licensing and category Zee Anmol Ratna Award. BEYOND MOTIVATION telephony, MSM, says, “The range is as wide as esides being a good way to motivate actors and `5-15 crore. Sab Ke Anokhe Awards (the most BRANDING OPPORTUNITY Bprogrammers, these self awards are also good recent self award) makes close to `8-10 crore.” ward shows are a good way for channels to for business. Here’s how the main awards event Surprisingly, 16 year old Sony Entertainment Abuild their own identity and strengthen their offers the channel in question at least three hours Television is not part of the self awards race. Why brand recall. SAB’s Kapoor explains, “During of exclusive content. Additionally, as in the case of not? For one, the channel already has Filmfare, Sab Ke Anokhe Awards, we keep reiterating the Star Parivaar Awards, there’s the option of creating a big ticket film awards property. Secondly, the ‘Asli Maza Sab Ke Saath Aata Hai’ philosophy, to half hour long episodes comprising content about channel is not thrilled about adding yet another reinforce in the minds of viewers that it’s a brand the nominations and behind-the-scenes (pre- self awards show to the existing bunch. that stands for family entertainment.” From a awards preparations) material. And generally, the branding perspective, media planners agree that main event is aired on TV thrice. Ad-rates for the HEALTHY VIEWERSHIP in-house award shows are more cost-effective than shows are in line with those of any movie premier nterestingly, viewership for these awards shows brand campaigns. With award shows, loyalists or on a Hindi GEC, that is, close to `90,000 to one Ihas been increasing. Sab Ke Anokhe Awards even ‘character’ loyalists, will certainly watch the lakh per ten seconds. garnered 1,500 TVTs in its first edition (2012) awards. This in turn helps pull in sponsorship. Moreover, all these shows are sponsored - and the latest (2013) edition clocked 4,648 TVTs. Also, how’s this for trivia? - There isn’t much typically, one title sponsor and at least four to six Colors started its Golden Petal Awards series in difference in the male-female ratio as far as GEC associate sponsors. Star Parivaar Awards has had 2011 and garnered 7,392 TVTs, followed by 8,501 award viewership goes. „ Pantene as its title sponsor, while Zee Rishtey TVTs in 2012 and 10,000 in the 2013 edition. [email protected]

afaqs! Reporter, February 16-28, 2014 39 %<,19,7$7,21 Well-known professionals write on issues that they feel passionately about

HARESH NAYAK Let's Go with Plan 'A'

ith time and lack of to engagement and put in efforts to imagination, out of know the brand. So don't say the Whome as a medium has whole story, just cut out a lucrative unfortunately become a narrow trailer and then tie it with another alley in India - an alley filled with more informative media and a call 40x20s. Hoardings have become to action element. the skewed face of the medium, A classic example of the '4Is' was whilst there are a zillion options the Skoda Rapid campaign done by out there because we are talking the ambient team at Posterscope, about out of home, which means where plain cinema advertising was any nook and corner outside the taken a notch above and the screen four-wall boundary. Amidst this sea was used to create an engaging test of options, the most underutilised is drive. the underdog ambient media. Since cinema is the most captive For a moment let's consider environment, this was an apt touch hoardings and the clichéd OOH point. They had an edge with a options as Plan B of communication blockbuster movie release over the and let us put ambient media on the weekend. This cinema interaction pedestal of Plan A. would not only take the audience The marketing communications by storm but also make an exquisite arena is undergoing arguably its matter of PR. Within two days, greatest period of change. This 200 leads were generated for the is a reflection of factors such client. The activity was shot and as media convergence, major made viral on the client's website technological innovations, and the and thus gained more mileage. So growth of 'Integrated Marketing far there have been 32,744 views of Communication'. the video. Increased competition in Additionally, this medium crowded categories, short term focus in industry, greater focus on accountability, a decline in *URZLQJQXPEHUVRISHRSOHDUHEULQJLQJ Do something media advertising effectiveness, and the proliferation of brands DGYHUWLVLQJLQWRQHZHQYLURQPHQWV good, do it at one has businesses demanding more place, it will make effective advertising at lower costs. This chaos is a great opportunity the kids. Games too were played sound innovative, but whether news, and people for going ambient. Growing related to the toys that are available it resonates with your brand's numbers of people are looking to in the pack. All participants were image and message is really an will talk about it. bring advertising into environments given branded T-shirts, caps and important question. If the answer where previously there was none. chocolates. A life-size inflatable to the question is 'No' then you can translates and percolates into a Like ancient alchemists, their aim named Reno played with the kids probably let the idea flush down the chain reaction and gives way to an is to turn unpromising material clicking pictures, dancing and drain. effective public relations spin off, into gold - or at least into lucrative hugging affectionately. which is like an added bonus for channels of communication. Interest: When an innovative ad advertisers. You need to respect A Kinder Joy engagement activity THE 4I'S resonates with the intelligence of people's time and space. created an overwhelming response Innovation: Be quirky and trigger the viewer, it triggers an interest The experience must be at five malls in three cities, with a wow affect. In ambient media, for the product in the minds of rewarding for the consumer, both about 8,000 kids getting registered advertising newness and innovation the consumer. This phenomenon intellectually and in terms of and participating in the activity. A are crucial as amongst the clutter of can jointly be attributed to both entertainment value. set-up in malls was created which other media, the need is to create innovation and intelligence. Do something good, do it at one had engagement opportunities for disruption, which comes through place, it will make news, and people kids. Keeping product attributes in innovation. So think unique and be Intimation: Ambient advertising will talk about it. Get consumers to mind (egg shaped) there was an creative. provides you with the opportunity become the medium for the brand. automated cracking egg, two halves to create a mystery around the So let's go with Plan A. „ of which would open and close at Intelligence: While innovation is brand, which will just nudge the regular intervals. This was attractive crucial, it needs to be intelligent audience to the edge of knowing (The author is managing director, and engaging, creating the perfect and relevant to the brand message. more. Once your audience is Posterscope Group India, the out of home connect between the brand and Using a toilet for advertising may inquisitive, they will look forward arm of Aegis Media)

40 afaqs! Reporter, February 16-28, 2014 -2%6:,7&+

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afaqs! Reporter, February 16-28, 2014 41 3(23/(

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

executive vice-president and business head, Sony igital cricket brand, ESPN Cricinfo Entertainment Television will assume the position Dannounced that television journalist Gaurav of deputy president and head, MSM Motion Kalra has joined as senior editor for the emerging Pictures, while Nachiket Pantvaidya, who recently video editorial and content development joined the network in the Motion Pictures division, group. Kalra, who joins from CNN-IBN, will will step into Rajani’s shoes. work with ESPN Cricinfo’s in-house digital Anooj Kapoor will assume additional video production teams and editorial team to responsibilities as senior executive vice-president continue to grow and and business head, SAB, and also lead a new initiative develop the brand’s in the Hindi entertainment space. Pantvaidya will use of high quality FOTOCORP now be the senior executive vice-president and video in journalism AJAY BHALWANKAR NACHIKETA PANTVAIDYA business head for Sony Entertainment Television. and storytelling, as Rajani, who was formerly business head, Sony well as in the analysis he Hindi GEC space saw quite a bit of Entertainment Television, will have end to end and programming. Tshuffling. Within ZEEL, while old hand Ajay responsibility for MSM Motion Pictures and will Kalra will report Bhalwankar quit as content head for Zee TV after chart the future of the business as a key force to Sambit Bal, editor, 17 years, MSM got Nachiket Pantvaidya to head in movie production. She will also continue to ESPN Cricinfo and its GEC, Sony. handle film acquisitions for the network. will be based in the Bhalwankar, content head decided to call it a With the announcement of Ravi Mansukhani’s company’s Bengaluru day at the company, ending his two-decade-long decision to move on from Hinduja Ventures (HVL) GAURAV KALRA office. „ journey with Essel Group. He has been with as managing director the organisation since 1994 (barring a three year of IndusInd Media stint with Multi Screen Media) and has been and Communications ADVERTISING instrumental in the programming for the Hindi (IMCL), Tony D’Silva GEC for all these years. He was also spearheading steps into his shoes o start with, TBWA India roped in Rajshekar the launch of the recent free-to-air channel, Zee to spearhead IMCL. TPatil as creative director for its Mumbai office. Anmol, which was launched to run repeats of Zee D’Silva has been Patil was earlier with Contract Advertising as TV’s existing shows. president at HVL for creative director, where he worked on brands like Meanwhile, Bhalwankar is handing over his about a year and a half. Cadbury and Asian Paints. duties to Namit Sharma, who joins as programming HVL plans to Having more than a decade’s experience, Patil head for Zee TV. Sharma has been with Wizcraft restructure its media has worked with BBH, Grey Worldwide, Ogilvy as head for the television business; his designation vertical with an & Mather Bengaluru, and MAA Bozell Bengaluru. ANOOJ KAPOOR was business head and chief creative officer, investment of `300 At BBH, he was part of the initial team when the Wizcraft Television and crore. In order to agency began. Some of the brands he has worked Films. Sharma started consolidate all media initiatives of HVL, D’Silva is on are Vaseline, Skoda Motors and Diageo. his career with Multi being re-designated as group CEO, HVL as well as In another development, Kyoorius co-founder Screen Media as senior MD and CEO of IMCL. He will be in charge of Kay Khoo joined Creativeland Asia (CLA). Khoo, executive producer in restructuring the media business. who is a Malaysian expat, heads the design and 1999 and had handled D’Silva was brought in to head the Headend-in- technology initiatives at the agency. Khoo dons the a lot of roles within the the-sky (HITS) business. He has a total experience role of chief innovations officer and has stepped in TV broadcast industry. of more than four decades across FMCG, media the place of Vikram Gaikwad, who left the agency On the other hand, and pharmaceuticals. He began his media foray in in December to start his own venture. Multi-Screen Media 1992 as CEO of Modi Entertainment and in 1997, In a career spanning two decades, Khoo has has announced that was a part of the team that launched Zee TV’s gained experience in identity systems, print and SUSHIL KUMAR Sneha Rajani, senior SNEJA RAJANI international business in the UK. „ publication design and designing news portals. During his stint at Kyoorius, he spearheaded various projects including the annual design MARKETING conference Kyoorius Designyatra, Kyoorius Awards and the magazines. aunched in October 2013, Musafir.com PVR Cinemas appointed Sanjay Kapoor as On the outdoor media front, Navneeth Mohan, Lannounced the appointment of a CEO for director on the board of PVR. Kapoor has more erstwhile COO, E18 joined Laqshya Media Group India. It took on board Vijay Kesavan, who will than 28 years of experience and has worked to spearhead Laqshya Live Experiences (LLE), drive Musafir.com’s business strategy, which is with companies such as Airtel and Xerox India. which is the latest offering from the group’s aimed at capturing a position among the top five Meanwhile, TNS, a global research consultancy, stable, as CEO. The new vertical will integrate players in India. announced the experiential marketing services with the existing Earlier, Kesavan appointment of strengths of the group to deliver good brand and ran operations for Hemant Dham as consumer experience. LLE will mainly operate Thomas Cook as executive director, from Delhi, Mumbai and Bengaluru along with senior vice-president operations, India. other group offices in 20 cities of the country. and head of online He moves in from Mohan has over 15 years of experience in the sales and distribution. Ipsos, a research industry and has worked with Encompass for over He has close to 15 agency, where he was 10 years as head, national event services and VP years of experience leading the operations for the western region. He then joined BIG Live in the travel industry. function for India. as national business head before heading to E18, At Musafir.com, he Ipsos found Deepak the Network18 vertical in the live entertainment will report to Sachin Garkhel to fill Dham’s space providing solutions for BTL activities of VIJAY KESAVAN SANJAY KAPOOR Gadoya, MD. shoes. „ corporate. „

42 afaqs! Reporter, February 16-28, 2014