May 1-15, 2015 Volume 3, Issue 23 `100 22

NATIVE ADVERTISING HIDDEN PITCH New age content publishers have warmed up to this clever way of advertising. Will the mainstream publishers too bite?

26 6 36 PLUS MSM-BBC WORLDWIDE Fact of the Matter 10 BIG MAGIC Laughing On 18

IAA LEADERSHIP AWARDS Feting Leaders 24 PROFILE MICROSOFT LUMIA INTERVIEW Carlton D’Silva Face to Face Harindra Singh PARLE Hungama Digital’s CEO is a Making it happen with All about Sunburn and what builder. Skype. the festival stands for. Operation Clean-up 28 Reach out to an audience that can help grow your business. To advertise, call Puneet Bali at +91 9669727000 (',725,$/

This fortnight... Volume 3, Issue 23 EDITOR f you know a medium with more jargon than online publishing, I’d love to hear Sreekant Khandekar Iabout it. A new term doing the rounds is ‘native advertising’, which was virtually PUBLISHER

May 1-15, 2015 Volume 3, Issue 23 `100 unheard of until last year. It is a form of content marketing (that is, the use of content Prasanna Singh 22 to talk to or engage with brand consumers). What makes it different is that native DEPUTY EDITOR advertising on a publishing platform resembles the content around it. Ashwini Gangal SENIOR LAYOUT ARTIST Native advertising has its origins in the ‘advertorial’, which, by the way, is at least Vinay Dominic 50 years old. The idea then was to create flowing text that was more akin to editorial PRODUCTION EXECUTIVE than advertising. Native advertising goes one step further in that the ad resembles the Andrias Kisku content – something print publishers wouldn’t allow. And, as in the advertorial, the ADVERTISING ENQUIRIES NATIVE ADVERTISING idea is to engage readers or visitors with a subject that interests them rather than talk Aditi Nagpal HIDDEN PITCH 99995 03560 (M); 0120-4077803 (O) New age content publishers have warmed up to this clever way of about the brand. advertising. Will the mainstream publishers too bite? Shubham Garg At a broader level, it is a clash between two approaches to advertising. The 26 6 36 PLUS 81301 66777 (M); 0120-4077819 (O) MSM-BBC WORLDWIDE Noida Fact of the Matter 10 traditional method is to interrupt people when they are consuming media and hit BIG MAGIC Laughing On 18 Pradeep Hegde IAA LEADERSHIP AWARDS them on the head with the brand message. The newer view is that consumers must be Feting Leaders 24 PROFILE MICROSOFT LUMIA INTERVIEW (022) 40429702-5 Carlton D’Silva Face to Face Harindra Singh PARLE Hungama Digital’s CEO is a Making it happen with All about Sunburn and what builder. Skype. the festival stands for. Operation Clean-up 28 engaged, especially online, because they don’t take kindly to interruption. Mumbai Put another way, native advertising is being advocated because of unhappiness [email protected] with the ad banner. Advertisers are frustrated because banners are proving less effective; MARKETING OFFICE publishers grumble because banners don’t pay enough. The clamour against it has been rising, compelling the B-3, First Floor, Sector-4, Noida-201301. Internet Advertising Bureau about a year ago to recommend ‘Rising Stars Ad Units’ – basically, very large Tel: (0120) 4077800. format ads. But if banners are less effective than before, will even large banners solve the problem? MUMBAI Votaries of engagement think not, and that is why they argue for content marketing and, now, native 501-502, Makani Center, 5th Floor, Off Linking Road, Bandra (W), advertising. This form of advertising is still small but the industry is trying to find ways to scale it. Just last Mumbai - 400050 week, the Mobile Marketing Association announced guidelines to standardise native ad formats. Tel: +91-22-40429 709 - 712 SUBSCRIPTION ENQUIRIES Not everyone swears by native advertising – some swear at it as a development which will allow Akhilesh Singh advertising to pass off as editorial without full disclosure to readers. Some months ago, comedian John Oliver (0120) 4077837 raised a ruckus in the US when he tore into native advertising on HBO saying that it amounted to cheating [email protected] readers and viewers. Owned by Banyan Netfaqs Pvt Ltd and Printed and published by If native advertising is to grow, it certainly can’t be at the cost of credibility. 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, Sreekant Khandekar Noida (U.P.), 201301 [email protected] Cover Illustration Vinay Dominic CONTENTS 10 14

ZEE TV Fear is the Key Approaching fear from a new angle. The scary series is back for its second season with the family in mind.

LENSKART 34 30 8 Eye Opener Transgenders vow to donate their eyes.

POV 16 Winning Awards 9X MEDIA EVENTS KOTAK-ING Is good packaging essential if The Real Performers Smarter Cities Going Places a campaign is to win awards Animated characters come to The metro-unmetro debate The merger that shouted at international events? the rescue. rages on. from the rooftops.

afaqs! Reporter, May 1-15, 2015 5 $'9(57,6,1* MICROSOFT LUMIA Face to Face Microsoft is promoting the use of Skype on its Lumia series under the ‘Make it Happen’ campaign. By Sohini Sen

icrosoft Lumia in its latest campaign, is seen encouraging youngsters to dream Mbig and Make it Happen. Lumia from Nokia now comes under Microsoft’s Device Group division since it acquired Nokia last year. Skype, the popular online video chatting service was also bought over by Microsoft in 2011. The latest campaign brings the two - Skype and Lumia - together. The first campaign shows a girl who wishes to be a fashion designer, but her parents do not support her decision. Her teachers arrange a Skype call with actor Kangana Ranaut, who convinces them to let her follow her dreams. The second film revolves around a physical education teacher in a girl’s school where sports doesn’t get much importance. Again, Saina Nehwal, ace badminton player, using Skype makes the principal aware of the importance of sports in a student’s life. “A lot of brands talk about making dreams come true, but the way we have spoken about it is achieve more, and a human insight which showed also has a large range of products. Microsoft’s very distinctive and entrepreneurial. We have been us that people may want to achieve more, but awareness is quite close to Nokia’s. When we inspired by real dreams to make these ideas, and they do not want to spend more time doing launched Lumia 535 under the Microsoft name, it required a longer format to play it it,” says Raghuvesh Sarup, director- people asked us not to do away with the word out. The video needed the problem marketing, Nokia India Sales (a ‘Nokia’. But, today, the brand name of Microsoft to be shown and then the solution subsidiary of Microsoft Mobile Oy). is the second most important reason why people through the intervention,” explains According to Sarup, Make it buy that phone. I am sure we can make Microsoft Sayantan Choudhury, AVP - copy, Happen is only a creative expression a household name,” adds Sarup. JWT. of empowerment that Microsoft “Skype has helped millions stay seeks. Internal research has shown DOES THE CAMPAIGN DELIVER? connected even when they are miles that people from tier II, III, IV, and V udarshan Banerjee, Utopoeia’s co-founder and away. But, for this specific campaign, towns often feel that they do not get Smanaging partner, finds the script clichéd and using Skype as the tool, we wanted as many opportunities as people from the insight old. “The denouement of the film is to explore a new dimension of the metros do. However, Microsoft very shoddy. Kangana starts by saying she didn’t interaction between people. What wants to bridge this gap. manage that with her own parents and if, two people, living in completely “While Lumia comes with a lot does not come up contrasting worlds - the aspirers of features, Skype made the best with any advice that and the achievers - got together on possible fit because research showed the parents didn’t Skype? Any interaction between us that Indians are more aware of know already. The these worlds can be magical if it Skype than any other Microsoft Skype call seemed will instill the young with confidence offering,” Sarup informs. like a force-fit,” for their future and, their dreams,” According to Saksena, for a points out Banerjee. adds Saurabh Saksena, senior vice substantial number of small towns On whether the president, JWT Gurgaon. Microsoft Lumia consumers focus on Skype can Both films showcase the Make it (affordable range) Skype is fast overshadow the brand Happen spirit using Skype. So far, becoming one of the most relevant Lumia itself, he says, Skype’s international campaigns feature. A reason for this may be that “The proposition of have all been emotional, take Born the country’s internet penetration is ‘following your dream’ Friends or Impossible Family Portrait lower than its cell phone penetration. is clichéd. It has Skype and Lumia vying for for instance. However, in 2014, the The TVC also shows other attention without doing justice to both. The line technology brand launched Make features like MS Office for making ‘make it happen’ seems slapped on at the end.” it Happen globally and encouraged presentation. Pranav Harihar Sharma, ECD, Grey Group people to come up with New Year The brand is trying to agrees. He feels that Lumia, in the film, has been resolutions. A microsite was launched communicate with the 25-year-old, overshadowed by Skype. Though he credits the in December, 2014 to share stories who is fresh into a job. They have brand with good celebrity usage, the weak script of inspiration and following dreams, big dreams, but are somehow afraid leaves him unimpressed. “The very beginning - though none of it was backed by any to follow them through. Another not inspired by real stories but by real dreams - left ad campaign. challenge is to make Microsoft me confused. If it is real, then at least Microsoft “There are two things behind Devices a household name, much has changed someone’s life. If not, then it’s just Microsoft’s belief - a corporate like what Nokia was. another four-minute ad with nothing new to talk vision which aims to empower every Sarup, Choudhury and “The Nokia nest was not built about,” Harihar opines. „ organisation and every individual to Saxena: Skype Solutions in a day. Just like Nokia, Microsoft [email protected]

6 afaqs! Reporter, May 1-15, 2015

$'9(57,6,1* KOTAK MAHINDRA BANK Going Places Kotak’s recent campaign announces its merger with ING. Does the campaign communicate what it needs to? By Sohini Sen

merger of two banks is not likely to make much news A outside the financial sector. But, thanks to some powerful now has enough branches no matter campaigning from Kotak Mahindra, where he travels, it also makes sense the merger between them and ING for tier I and II residents, especially has become the talk of the town. those who work in the metros, while In November, 2014, Kotak their families live in these places. announced that it will be acquiring Kotak’s TG, which was erstwhile just Bengaluru-based ING Vysya Bank the affluent mass, or the middle class, in an all-stock deal but it was only in has now increased to include many March, 2015 that the Reserve Bank to Jhansi - Kotak is now present of India approved it, making Kotak everywhere. Kotak is now at par with the fourth largest private bank in any of the large private banks, like an terms of total business in India. ICICI or HDFC Bank and we tried “After the RBI approval, we to convey this to the people,” explains had to plan very carefully for our D Ramakrishna, aka Ramki, founder announcement. One may say we and creative director, Cartwheel had time from November, but in Creative Consultancy. truth we only got around a week’s Cartwheel launched 15-20 time to properly plan it out. A lot different designs for hoardings across of last moment, overnight, magical the nation, along with a TVC and planning had to be done as well,” a 30-seconder for radio. While this explains Karthi Marshan, head, would be considered a pan-India spoke about the merger with a ‘value’ more. According to Marshan, while marketing, Kotak Mahindra Bank. approach in itself, Kotak also worked for consumers,” shares Alok Nanda, demographically it may not change By April 6, 2015, the bank had put with Alok Nanda & Company for managing director, Alok Nanda & a lot, psychographically, Kotak will up several hoardings across cities - a corporate campaign which also Company Communications. now try to speak to aspiring Indians. both metros and tier I and II towns explained the merger. The corporate communication, “If you notice, now a lot of people talking about the merger. The OOH “The message of the merger was therefore, is more informative and want to start something of their part of the campaign simply declared already known. But we had to talk talks about the merger with India’s own. Be it a huge business, or even ‘Proud to be in Bhilai, or Jhansi or about the ‘why’. We announced that developmental stance. It was a pan a bakery. We are the bank for an Pehowa’. It signified the reach of now you could take your rightful place India campaign. While the metro ambitious India,” Marshan states. the bank - coupled with the strength in the growth of the country - so we resident would know that Kotak But, is the bank doing enough and of ING. Post the merger, Kotak’s making the right moves? number of branches increased to ND Badrinath, founding partner, a total of 1,214 across the country Aquamena - a Mumbai-based giving an addition of 260 plus cities marketing consultancy, says that and a 50 per cent increase in network. there is no right or wrong way to “We needed to communicate the communicate something after a take- relevance of it not just to the new over. But, he does feel that there is customers, but also to stakeholders more to come. and existing customers. The average “This seems like a work in customer would not care that after progress. All they are speaking about this merger the market cap gets is the huge network - that is a simple added up. They needed to see what message. But see, in this age of net was in it for them,” adds Marshan. banking and hashtag banking, how It is common knowledge big a deal is it to be a nationwide that whenever mergers happen, bank?,” questions Badrinath. customers become insecure about According to Marketgate’s the future. The existing ING co-founder, Sharda Agarwal, the shareholders likewise were given hoardings seen in different cities do 725 Kotak Bank shares for every not speak about the merger at all, 1,000 shares they held. They also and that is fine because the average had the benefit of receiving Kotak’s customer would not care about it. market rate of interest. Again, for the “The general public will see it as a Kotak customers it was important to big, omnipresent brand. When a bank know about the increased number starts operations, it sets up branches of branches as they could now use in the metros. So, showing smaller ING’s network in South. cities is actually counter-intuitive. “This growing network of Here, the small cities connote big,”

branches represents trust. From SUSHIL KUMAR explains Agarwal. „ Dhulia to Chaibasa, from Asansol Marshan, Ramakrishna and Nanda: Pan India bank [email protected]

8 afaqs! Reporter, May 1-15, 2015

0(',$ LENSKART MSM-BBC WORLDWIDE An Eye-opener Fact of the Members of the transgender community vowed to donate their eyes under the ‘Eye to Eye’ campaign. News Bureau Matter The television channel will be he transgender community came together and pledged to donate their eyes to mark named BBC Earth. Tthe first anniversary of them being declared News Bureau as the ‘third gender’ by the Supreme Court of India on April 15. To mark the occasion, Lenskart, ulti Screen Media (MSM) and BBC an e-tailer of prescription eyeglasses, sunglasses Worldwide have announced a strategic and contact lenses, along with the transgender Mpartnership to launch BBC Earth, a and transsexual community, gathered at Jantar new premium factual television channel in India. Mantar to pledge their eyes, en masse, as a thank According to the official communiqué, BBC you gesture to Hon’ble Justice AK Sikri and Worldwide will draw on its extensive catalogue Hon’ble Justice KS Radhakrishnan who passed of programming from the BBC’s foremost the judgment. Over 16,000 pledges have been received so far under the ‘Eye for an Eye’ campaign. The community has vowed to bring this number up to two lakh. Justice Sikri and Justice Radhakrishnan, in turn, handed over the pledges to the Eye Bank of India.

who can see, see too.” Speaking on the event, transgender activist, Laxmi Narayan Tripathi, says, “Eyes do not discriminate; the perspective and perception of people do. The campaign aims to reduce stigma.” “The government’s response and action on the SC order has not been very positive and little effort has been made to help the community,” she adds. Talking about Lenskart’s support to the The channel will inspire campaign, Peyush Bansal, CEO, Lenskart, says, audiences by sharing the “It’s Lenskart’s vision to spread ability to make every citizen of India see clearly. It just takes a much incredible wonders of the bigger leap with the ‘Eye for an Eye’ campaign. The Supreme Court gave the transgenders and universe. transsexuals the much needed Discussing the concept of the respect this time, last year. We factual filmmakers and reputation for excellence initiative, Aneil Deepak, head of hope more and more Indians in the factual genre. ideas, DDB MudraMax, which will be inspired to donate their MSM, meanwhile, will leverage on its executed the activity, says, eyes now.” extensive experience in operating and distributing “Functional advertising doesn’t Rishi Mohan, joint secretary, television channels in India. cut ice with the extremely Eye Bank Association of India BBC Earth will aim to inspire audiences by informative millennial. In (EBAI) and director, MM sharing the incredible wonders of the universe. today’s world, brands need to Eyetech Institute, notes, “Netra The channel will showcase the work of the show a heart, behave humanely We hope more Daan is Maha Daan. I am world’s foremost factual filmmakers, as it seeks and offer a point of view. delighted that the community to take audiences on a journey of discovery. Transgenders and transsexuals and more has collectively decided to pledge From the smallest creature under the were always around, but we their eyes for donation after death microscope to the limitless expanses of space, never acknowledged their Indians get in this most noble of actions. I BBC Earth will bring viewers face to face with presence. We couldn’t see. So, inspired wish that other communities too “heart pounding action, mind blowing ideas and for Lenskart, we came up with embrace this philosophy in an the wonder of being human,” the companies the idea of transgenders pledging to donate effort to alleviate curable corneal shared in a press statement. their eyes, so those who can’t blindness.” „ BBC has a large media portfolio in India.„ see, see, with a hope that those their eyes. [email protected] [email protected]

10 afaqs! Reporter, May 1-15, 2015

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

HAVELLS LED AQUAGUARD, EUREKA FORBES CEAT TYRES The communication is based on the human insight that when Featuring Madhuri Dixit with husband Shriram Nene, the The TVC shows the wife applying first aid to her husband who we save money, we tend to become more giving and lend ad addresses the issue of lack of awareness on consuming claims to have got into a fight for a good cause while the truth a helping hand to others. In one of the TVCs, a shop owner healthy drinking water with a new positioning of ‘Shudh se is that a puncture in his tubetype tyre causes the accident. volunteers to help a woman who happens to be waiting for Zyada, Sehat ka Vaada’. The real-life couple come together After a while, his son complains about the puncture he notices someone outside his shop by switching on the LED lights in in a candid avatar to highlight the issue. in the bike. his shop.

Creative Agency: Lowe Lintas Creative Agency: Triton Communications Creative Agency: Ogilvy & Mather PRINT KALYAN PSI JEWELERS PSI has launched a The brands campaign in order recent print ad, to encourage people which featured to not have multiple Aishwarya Rai partners and take was labelled precautions during as a racist sex to prevent AIDS. advertisement They have released portraying child a set of creatives slavery. The ad for which they have was later pulled as used the popular out and the brand character Balbir TOI The publication launched a campaign to spread the gave an apology Pasha. message of no hatred. The creative pointed to the fact for it. that people vote not for the parties or communities but for good governance.

CCreative Agency: Push Integrated Communications OOH DIGITAL

SCOTCH BRITE AMERICAN EXPRESS MAHINDRA TWO WHEELERS Scotch-Brite, the scrub-sponge brand owned by 3M, American Express, also known as ‘AmEx’, ran a month- Mahindra Two Wheelers executed #GoGustoRides recently launched an innovative on-ground activity in long campaign at Delhi International Airport to promote initiative where food aficionados initiated a digital Mumbai where participants could reduce their bill at an the launch of its Jet Airways American Express Corporate campaign inviting passionate food lovers to join them for expensive restaurant by merely washing a few utensils. Card. A 3D-enabled ‘Holographic Box’ was set up at an exciting ride on Gusto to visit city famous food joints. T3. The objective was to grab the attention of business travellers.

Agency: In-house CCreative Agency: Flying Cursor

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

12 afaqs! Reporter, May 1-15, 2015

0(',$ ZEE TV Fear is the Key The horror show is aired every Saturday and Sunday at 10:30 pm. This is the second season with a new approach. News Bureau

ee TV, the flagship Hindi general entertainment channel from Zee ZEntertainment Enterprises, will launch a new season of ‘Fear Files - Har Mod Pe Darr’ this Saturday. This will be the second season. The horror show will be aired every Saturday “At Zee TV, we’ve always looked at weekends as and Sunday at 10:30 pm. “When we plan quality time for the entire family. When we plan This season, the show will approach fear from content for the content for this band, the attempt has always been a new perspective, one the Zee TV team sums up to bring in variety such that there’s something for with the words - ‘You can run ... But you cannot weekends, we each member of the family. ..” hide... it is closer to you than you think ... because keep family in Naming shows like Neeli Chhatri Wale, DID fear can haunt you every step of the way!’ Super Moms and Maharaskshak Devi as examples, The stories will attempt to tap into viewers’ mind and try cater Hejmadi adds, “... as we attempt to consolidate sub-conscious fears; the stance being taken is ‘This everyone” content that rules both the ‘mind space’ and could happen to you...’ PRADEEP HEJMADI the ‘heart space’ of the viewers, the only flavour The episodes will be produced by multiple missing in this exciting ensemble was a thriller,” a production houses, including Zee’s content engine gap he is sure the upcoming season of Fear Files Essel Vision, BBC India, Bodhi Tree Productions a twist of horror. Shri Jagganaath Entertainment’s will fill. and Shree Jagganaath Productions. Each has its stories will investigate the dark truth behind According to him, the objective of this show is own brief to work on. haunted places, while Bodhi Tree Productions to “stimulate the viewers, excite them by getting While Essel Vision will explore the theme of will present episodes that will touch upon subjects them to contemplate about mysterious phenomena possessed objects from our everyday lives, BBC such as myths, superstitions and occult. and cope with fear.” „ India will focus on a new genre, that of love with Pradeep Hejmadi, business head, Zee TV, says, [email protected]

SHOP CJ Currently, the channel is available Shop CJ is looking to position itself on various DTH platforms. as a platform that offers consumers The new name has been trendy, durable, cost-effective, Changing Tack incorporated across consumer innovative and customer-friendly touch-points, including its website, products. The channel has been repositioned as a trendy Facebook, Twitter, and other social home-shopping platform. News Bureau media platforms. We will be expanding in the East and North East.

Kenny Shin, CEO, Shop CJ Network, says, “Globally, the CJ group is known for its product quality and innovation. Our experience across various countries will (help us) serve Indian consumers with a world-class product experience.” Adds N Ramakrishnan, CFO, ast June, Star India sold its 50 focus on its general entertainment “Our experience across Shop CJ, “We will be expanding our per cent share in Star CJ Alive, and sports channels. nations will help presence in the East and North-East La JV it had with Korea’s CJ O Providence Equity Partners has through physical warehouses.” Shopping. replaced Star in the venture. Shop us serve the Indian About the newly launched app, The ‘24 by 7’ home shopping CJ has a new brand identity, logo and consumers with a great Donald Kwag, head, marketing says, channel has now been renamed Shop tagline - ‘Shop a new trend’. “Tremendous growth in the mobile CJ. This marks the culmination of The brand has also launched product experience.” e-commerce industry has encouraged a year-long exercise wherein Star its own mobile app on the Android KENNY SHIN us to offer this service.”„ phased itself out of the alliance, to platform. [email protected]

14 afaqs! Reporter, May 1-15, 2015

32,1762)9,(: Does Good Packaging Help Win Awards? India does not lack in talent but falls behind on presentations during international awards. But how important is this aspect when it comes to winning awards? By Sohini Sen 6$1726+3$'+, $0(5-$/((/ $0,7$.$/, 9,38/6$/9, Co-founder, NCD, Entrepreneur & Former NCD, NCD, Taproot Lowe Lintas Grey India Geometry Global India FOTOCORP FOTOCORP A GREAT DEBATE HAS WHEN AMONG INTERNATIONAL IT IS NOT JUST THE BEEN BREWING ON THE PRESENTING TO AN AWARDS, CANNES IS A PACKAGING. WHEN INTERNATIONAL JURY INTERNATIONAL JURY, SLIGHTLY DIFFERENT WE START WORKING, SCENE - THAT OF THE YOU HAVE TO KEEP IN BALL GAME. FIRSTLY, WE OFTEN THINK MAKING OF AN IDEA. MIND THE CULTURAL THE CANNES JURY IS ABOUT AWARDS. THE PEOPLE INVEST TIME, NUANCES. FOR THE MOST DIVERSE IN WORK THAT WINS BIG EFFORT AND MONEY EXAMPLE, WHILE THE WORLD. FOR EACH IS THE ONE THAT IS to create ‘the making’. Then presenting our Gondappa category there are 20-25 genuine and path breaking. the jury is left wondering: do (Lifebuoy) film, if the jury did not jury members, from 20-25 Again, if we are entering six we judge the idea or how the have any concept of ‘Mannat’, it different countries and different categories, we need six idea has been brought out? would have been trashed. Then it not all of them are equally different edits and six different For example, a campaign just looks like an insane move to comfortable with English. In ways to write. from Tropicana had wires walk around on your hands. such a scenario, it helps to use Another factor I feel is the connecting real oranges to a Many people complain that the simpler words. Subtitles help. production value of films. While neon sign, which signified the AV has a time limit. But, if over- The cultural background we spend a lot on shooting an energy it gives. This won at all we can tell a tale, or make needs to be explained. It helps ad film, often travelling to exotic Cannes for not just Ambient, a pitch, make people buy in 30 if there are a lot of visuals, locations, we pay only a little but also in the films category. seconds, then why can’t we - in shots of the background story, for an activation film. Obviously So much effort goes in the a 2-minute case video - make of the consumers. Secondly, it falls flat. We have to treat storytelling that an average the jury understand a cultural it is important to catch the activation and documenting as idea also looks wonderful. context? jury’s attention in the first 15 an art and not as a last-minute I, personally, am in favour Singularity of an idea is seconds. Come to the idea thing. of the idea and not how we important. People tend to crowd quickly. Moreover, you have to seed tell the idea. No matter how challenges and hurdles in order Good crafting helps - your work well. Have a robust great an idea, you can always to impress. Identifying a singular catchy graphics, well written digital plan consisting of PR, put it on a Post-It. As far as idea of what is needed is very headlines - the rules of media spends, digital and social. local context goes, just explain effective. writing a good script or it and tell your story like you creating a good print ad, apply tell the consumers. At times, to AV as well. But at the end over-explaining and over of the day, the best AV in the analysing makes the jury lose world can’t make an ordinary interest. idea or execution win.

16 afaqs! Reporter, May 1-15, 2015

0(',$ BIG MAGIC Laughing On The new version, ‘Total Nadaniyaan’, started from April 27, and is aired at 9.30 PM on weekdays. News Bureau

ig Magic, the comedy channel from Reliance Broadcast Network, has revamped its Bpopular comedy show Uff! Yeh Nadaniyaan’ Sunil Kumaran, chief strategy officer, Reliance and renamed it Total Nadaniyaan. “Total Nadaniyaan Broadcast Network, adds, “We believe comedy The new edition of the show started from April is emerging as a very relevant genre, and we, as 27. The show has introduced fresh characters brings in a sense RBNL, shall be tapping into it more extensively while retaining the popular faces. of absolute LOL across our TV and radio media platforms. Our Total Nadaniyaan, set in Punjab, revolves around comedy followed channel’s promise is to refresh and rejuvenate a righteous mother Tarawanti, her younger son the audience and this re-launch is a step in that Pappu, who is a wannabe actor and teleshopping by quirky direction, poised towards achieving the objective entrepreneur married to ‘Canada-return’ wife characters.” of creating an ultimate comedy destination.” Jassi who is dumb yet solves the most complex PARITOSH PAINTER Nitin Vaidya, director and partner, Dashami problems with her simple and unfiltered take on Creations (production house), shares, things. The show features Jassi’s twin brother who “Nadaniyaan’s first two seasons have been has the same name. extremely successful amongst audiences, and, Talking about the changes, Paritosh Painter, “We believe with the third season, we want to make it more network creative director, Reliance Broadcast comedy is relatable. While we wanted to keep the show’s Network, says, “At Big Magic, we strive to offer emerging as a core concept intact, we would like to showcase the content that is only fresh and full of over-the- lighter side of life with the introduction of new top comedy. brings in a sense relevant genre and characters.” of absolute LOL comedy, followed by quirky we will be tapping Additionally, Big Magic is aiming at building characters represented by the madness of each recall by promoting the show heavily on numerous character. Seeing the popularity of Uff! Yeh more into it.” radio stations, apart from Big FM’s network. It is Nadaniyaan, we are confident of its acceptance in SUNIL KUMARAN also engaging with consumers via social media. „ the current planned form.” [email protected]

INTERNATIONAL ADVERTISING ASSOCIATION ‘share-worthy.’” His next tip: “Have a ‘cultural point of view.’” Coke’s Hilltop “Shrinking World”: Venkatesh Kini commercial from 1971, released as a plea to end the Vietnam War, Kini spoke about the changing media landscape at a recent event supported this point. In 2011, Coke partnered with Google to organised by the IAA... By Ashwini Gangal contemporise the same message; through interactive vending enkatesh Kini, president, unlike today where one person has machines, the brand enabled people Coca-Cola, India and South multiple screens. to send a Coke, along with a special VWest Asia, addressed a select Kini then spoke about a shift video/text message, to a stranger group of advertising and media from the 5 Ps of marketing to brand anywhere in the world. professionals at IAA Retrospect experiences. “Today, consumers According to Kini, it is important and Prospects, an event organised have immersive experiences with for brands to be associated with by the International Advertising your product, brand or service,” he a purpose/social cause. He spoke Association – India Chapter, in said, citing Sprite’s ‘Sprite Till I Die’ about Coca-Cola’s Support My Mumbai. video as an example. School campaign, a multi-partner Speaking about a large part of With a smartphone in his/her CSR initiative aimed at building his TG, the ‘Millennials’, Kini said, hand, the consumer has taken toilets in Indian schools. “Consumers haven’t changed; the “Consumers have not control over brands. “Agencies Lastly, he spoke about four way you connect with them has. don’t have this control anymore,” types of media: Owned (product The world is shrinking to a ‘2 by 4’ changed but the way he shrugged. The consumer is also a packaging, the trucks that transport screen referring to the smartphone you connect with them “great reporter” , “Twitter, today, is products and the coolers storing it), in youngsters’ hands.” Giving a the most widely read ‘newspaper’… earned (consumer conversations), then-and-now perspective, he has changed.” this has democratised the process of shared (partnerships like the kind pointed that previously there was VENKATESH KINI creativity,” Kini adds. with McDonald’s) and paid. „ one screen and many consumers He added, “Whatever you do, be [email protected]

18 afaqs! Reporter, May 1-15, 2015

FMCGs, travel and lifestyle brandsd have adopted native advertising quickly.

  SPOT is the perceived effectiveness of the format that is fuelling marketer investment in it. Sample this data: According to research firm BIA/Kelsey, the market for native advertising is expected to grow to $4.6 billion by 2017. In 2012, it was at $1.6 billion. Although, the overall digital ad spends   are still under 30 per cent ($52.8 billion) of the THE estimated total advertising spend in the US which stand at nearly $187 billion, in 2015 as per Strategy Analytics’, a global research organisation.

:+$7¶67+$7$*$,1"   ative advertising has many definitions. Is it NATIVE Nsponsored content? Is it branded content? Is it in-video placement? Is it content marketing? Or is it content marketing 2.0? Actually, it depends on whom you’re speaking to. On a publishing platform, a native ad would   be text with images. On an online video network AD like The Viral Fever, it would be a video that entertains viewers while subtly weaving a story around a particular brand. On a mobile app, it can be an ad that fits the screen size and basic app feed.   IN Is it an advertorial? Not quite. An advertorial has been reduced to a boring hard sell piece on a brand, unlike a native ad, whose content is weaved around the consumer’s ‘passion points’, as experts call it.   THIS 1$7,9($'6$5(:(/&20(« oes native advertising meet a specific end, Done that existing formats are unable to? To   Samar Verma, CEO and founder, Fork Media, CONTENT a premium audience network platform, it is the “lack of scalability in content marketing” that led to the growth of native advertising. He explains, “Unlike content marketing, where advertisers work with one publication at a time, native advertising gives online advertisers some much needed scalability. A bit like display ads, wherein a single creative is used across multiple platforms.” A piece titled ‘Top five investment tips’, for example, could be published as content New age content publishers have warmed up to native advertising. seeded by a mutual fund brand, across several Will mainstream publishers too bite? By Saumya Tewari

ourteen Things All Women Absolutely branded content and the ‘microsite approach’, Have To Do Before Heading Out’ is native advertising has been around for almost a a popular article on Scoopwhoop.com, decade. Why then, is it being discussed now? Well, a content website referred to as the it’s probably because it has started permeating FBuzzfeed of India. The article dishes out make mainstream news sites and has, consequently, up tips, the last of which urges women to wear a begun attracting the wrath of traditionalists. dazzling smile. Turns out, the article is sponsored Publications, and the profession of journalism, by oral care brand Colgate. are under scrutiny. Remember Forbes’ March This is one of the many examples of native issue that carried a native ad for Fidelity on its I believe some of these advertising. As the name suggests, the ad resembles cover? The ad reads ‘Fidelity Voice: Revving Up Your advertisements do a service editorial content masquerading in order to draw Retirement’; the piece it refers is a native ad (an to the consumers readers to it. does. Simply put, a native ad is an infographic) in the magazine, placed amid a larger by explaining things to them. ad garbed as content, strategically placed on a set of articles on retirement. publishing platform, for general consumption. In the larger scheme of things, native AJIT BALAKRISHNAN An evolved offshoot of content marketing, advertising is a very nascent concept. Even so, it Rediff.com

22 afaqs! Reporter, May 1-15, 2015 &29(56725<

relevant financial platforms. to works with nearly 150, 000 apps and 5, 000 sites, Native advertising has also become a means globally. In India, its clientele includes names for brands to differentiate their product offering. like Disney, Hungama, TOI, Jagran, Malayala While ad films and posters are quick to succumb Manorama, NDTV, Unilever and Microsoft. to category codes, native ads offer a fresh platform. For example, regular display ads by two luxury real :+286(6,7" estate players may look awfully similar, but their rands belonging to categories that typically native ads needn’t. Binclude content marketing in their media mix, tend to adopt native advertising more frequently «%877+(<&20(:,7+58/(6 than others. That’s why one sees so many articles o Arunabh Kumar, founder and creative providing health/wellness tips and financial/ Native Advertising is not about Texperiment officer, The Viral Fever Media investment advice. Labs, “Native Advertising is not about cracking a In fact, a lot of the native ads out there are cracking a great brand message; great brand message; it is about cracking a great focused on simplifying jargon. “I believe some it is about cracking a great entertainment and content story.” of these ads do a service to the consumers by entertainment and content story. Kumar, who launched his online entertainment explaining things to them,” notes Ajit Balakrishnan, ARUNABH KUMAR network in 2012, claims to have worked with 40 founder and CEO, Rediff.com. brands so far. He believes brands must always Categories that are adopting native advertising TVF “put entertainment before themselves.” Avoid at a rapid pace include FMCG, BFSI, automobile, overdoing the branding, is a tip he is quick to dole consumer durables, technology, travel, fashion and the effectiveness of these ads. After all, the ads out. Native ads ought to maintain a factual and lifestyle, and e-commerce. Emerging categories can be very effective in creating awareness and rational tone and must either look to educate or like real estate are following suit. encouraging the basic intent to purchase. One entertain, not sell. Fork Media’s Verma prefers taking a macro may cite the AIDA – awareness, interest, desire (to view; he divides the market not by category but by make a purchase), action (final purchase decision) type of marketer – ‘evolved marketer’ versus ‘basic – model here. marketer’. While the latter grapples with digital Others argue that metrics like the number of media, the “evolved digital advertiser is already clicks a creative generates cannot be applied to familiar with display and performance marketing.” content at all. This is because the objective of Unlike display ads, he argues, native advertising a native ad is to generate engagement through helps in the “need creation” process for brands, its content, the onus of which is shared by the which is why brands use this format to push new publisher and advertiser. product segments. The entire wearable technology Similarly, the pricing of a native ad is contingent segment, he reminds, is being promoted through upon the platform it is published on, the kind of native ads. Brands like Sony and Samsung lead traffic it gets and the segment it targets. While this front. standalone sites like Scoopwhoop have their own While native advertisements can The more banner ads become a “blind spot”, pricing model, larger websites owned by media draw people to your platform the more marketers will gravitate towards native companies like The Times of India or Dainik they can also take users away advertising, feels Nimesh Shah, head, Windchimes Bhaskar go for ‘bundled deals’ with agencies, Communications, a digital and social media wherein native ads are part of the overall inventory. from it. agency. The sheer information they provide makes In general, native ads command a 50-80 per A J CHRISTOPHER them valuable to consumers. cent premium over normal banner ads rates. Eenadu Within native ads, the rates are higher for video ())(&7,9(1(66$1'35,&,1* content. sually, the effectiveness of native ads is The rate card of a leading online video content Gurmit Singh, VP and MD, Yahoo India, sees Umeasured based on ‘virality’ (number of network, of course there are heavy discounts merit in re-visiting the basics: Brands absolutely shares and comments) and ‘engagement’ (number involved, reveals these prices: `10 lakh to `1 must inform users about their (native) ads; of views and time spent). crore for a 10 minute-long video. A three to four consumers must be able to recognise an ad amid Marketers have often found fault with display month-long series, on the other hand, can cost a other content. “The ads on our platform are clearly and banner advertising for its lack of measurability. brand somewhere between `1.5 crore to `5 crore. labelled ‘Sponsored’,” he says. Can the same metrics be used to evaluate the Native content links on large publications sell Brands must not be rigid about flashing their effectiveness of native ads? Perhaps not. at `7-12 per click. identity – logo or product – in their native ads. Rediff’s Balakrishnan believes the number Scoopwhoop, an India-focused entertainment Most of these ads comprise both text and image; of clicks is not the ideal parameter to evaluate media startup that creates and curates content, the latter is believed to be more engaging and is has its own pricing model: “We charge `1.5 lakh believed to have a higher chance for virality. For per sponsored article,” says Nisha Chaudhary, example, a native ad with an image of a woman senior manager, brand and media partnerships, with shiny hair might work better than the brand Scoopwhoop Media. The rates will be revised logo of the shampoo being promoted. as traffic to the platform grows. At present, Prashant Dixit, vice president, global data and Scoopwhoop publishes 35 brand stories a month. supply partnerships, Vserv, a mobile advertising exchange, says, “Selection of images and text ,60$,1675($00(',$5($'<" is crucial. Do not plug the brand name in the hile new-age platforms focused on creating headline or a logo in the cover picture. Maintain W‘share-able’ content are flourishing, a balance between content and advertising. Give mainstream media brands are gauging the important and useful information to the consumer opportunity presented by native advertising with instead of filling the article with the features of the Unlike content marketing, caution. brand.” native advertising gives online Gyan Gupta, COO, Dainik Bhaskar Digital, Vserv recently launched Aqua Native, a native advertisers some much needed admits that his group is closely monitoring ad format which displays ads that are customised as scalability. New York Times, a mainline institution that per the environment, design and layout of the app/ has adopted the native advertising model. The site. This leads to a higher average click-through SAMAR VERMA rate (CTR) for the publisher. The company claims Fork Media FRQWLQXHGRQSDJH>>

afaqs! Reporter, May 1-15, 2015 23 0$5.(7,1* IAA LEADERSHIP AWARDS 2015 Feting the Leaders The awards recognize the efforts marketers from various industries put into their segment. News Bureau

he third edition of the IAA Leadership Awards took place in Mumbai on April 18. TOrganised by the International Advertising Association India Chapter, the awards recognizes and felicitates marketers from various industries. radio and online,” Vineet Jain from Bennett, “These are a collection of seekers of excellence, Coleman & Co, thanked the IAA on receiving the which makes them humble and lets the nation Media Person of the year award. progress,” said Srinivasan K Swamy, chairman, The CEO of the year award went to Arundhati RK Swamy BBDO and president, IAA India Bhattacharya, from SBI. Punya Prasun Bajpai Chapter. “I am humbled and proud at the same won the News Anchor award while Aroon Purie time. Humbled, because I am in the midst of a Arun Poorie is Editor of the year became the Editor of the year. Uday Shankar distinguished audience and proud, because this is was declared the media game changer and the only the third year of the awards and it has already brand visionary of the year award went to Hrithik established itself as an industry standard.” Roshan and Shraddha Kapoor. CVL Srinivas was The marketer of the year - Auto Two Wheelers the media agency head while Prasoon Joshi was award was given to Yadvinder Singh Guleria from named the advertising agency head of the year. Honda Motorcycle & Scooters. For Passenger “What is it that someone, from erstwhile private Vehicles the award went to Maruti Suzuki’s sector and is now in public service, can say that Manohar Bhat. In the banking segment, SBI’s B will be of any interest to any of your present here. Sriram took home the award while for Insurance, I realized that in some way what we do in public HDFC Life’s Sanjay Tripathy won the award. The service and politics is not at all dissimilar to what marketer of the year in Cellular Phone Services you do as marketers and advertisers. Based on my went to Sashi Shankar from Idea Cellular while CVL Srinivas of GroupM gets his award experiences, I saw that to talk to the Indian voters for Mobile Devices it went to Pradeep Jain from as well as consumer, we must remember three Karbonn Mobile. Amarjeet Batra from OLX took things. Firstly, we must remember that the Indian home the award for the ecommerce category, consumer is an emotional consumer, secondly Cadbury India’s Siddhartha Mukherjee won the it is a relational consumer and thirdly he is a award for FMCG foods while Coke’s Debabrata ‘paisa wasool’ consumer,”explained Jayant Sinha, Mukherjee won it won FMCG Beverages. In Minister of State, Finance. FMCG Household products, Rohit Gyanchandani Kaushik Roy, president, brand strategy & from Rohit Surfactants won the award. In the marketing communication, Reliance Industries, personal care category the award went to Darshan announced the Hall of Fame award to I Venkat, Patel from Vini Products. director, Eenadu Group along with the Srinivasan “It is a recognition of our effort to achieve K Swamy and the Chief Guest - Jayant Sinha. „ leadership in all that we have - print, television, Debabrata Mukherjee of Coke with his prize [email protected]

<< FRQWLQXHGIURPSDJH of media inventory) will be big. Publishers need to constantly innovate as digital offers a lot of As long as native Hidden Pitch flexibility. One can have text, video, engagement and two-way interaction – things no other ad rates are significantlyfi tl group has recently started carrying native ads on mediums offers,” he notes. higher, its chances of its platform and is in the process of creating an Regional publishing house Eenadu has a more internal checklist. conservative take on native advertising. The team growth remain good. While Gupta concedes that going forward, this doesn’t publish native ads on Eenadu.net. Why format will gain salience in the digital advertising not? Doing so will hinder the user experience of its ecosystem, he insists it is not the only option loyal readers, goes the argument. AJ Christopher, it,” he cautions. available to publishers. “Programmatic buying national head, marketing, Eenadu Newspaper, Expressing reservation towards creating (automated buying, placement and optimisation says, “We do not want to dilute our mother brand intrusive content as native ads, Ashish Bhasin, which is renowned for high journalistic ethics and chairman and CEO South Asia, Dentsu Aegis news formats.” However, the company might just Network, says, “As a custodian of my clients’ consider publishing native ads on its newer, niche money I would never recommend slapping a online portals. brand’s identity and producing intrusive content The effectiveness Christopher admits that it will take sometime even if it is getting premium placement.” for traditional media houses to adopt it. “Unlike Whether native advertising will go beyond the of native ads is measuredd television and print, an online user has a mind of hype remains to be seen. Publishers are drawn to based on ‘virality’ and his own while searching for a piece of information; it because banner ad rates are so poor. As long as if a intrusion comes along, they will discard you native ad rates are significantly higher, its chances ‘engagement’. immediately. While native ads can draw people to of growth remain good. „ your platform they can also take users away from [email protected]

24 afaqs! Reporter, May 1-15, 2015              "() %&' "#$ !

                352),/( CARLTON D’SILVA | CEO|HUNGAMA DIGITAL SERVICES GOAL-TIMES INTERNET Coming Together The portal creates a Focusing unique blend of local and international football on the coverage. News Bureau oal, a Perform Group portal, has entered into a strategic Gpartnership with Times Internet Right for delivering worldwide content. Through this partnership, Goal is set to continue its significant growth in India, leveraging Times Internet’s 100 million monthly Business unique users. Times Internet will have exclusive rights to the Goal brand in India and will drive its local commercialisation across

FOTOCORP both desktop and mobile. Perform will continue to leverage the Indian edition for By Prachi Srivastava work with Hungama and he agreed. “When I key regional and global partnerships. joined Hungama we started with promotions. A key enabler for the growth of the We soon knew we needed a solid creative team. partnership will be Times Group’s ability arlton D’Silva “was too lazy” to pursue In 1999 I was the only creative person there. We to cross-promote the Goal brand, both art, a passion that he had developed then started building the team.” across its wider sports vertical and offline Cwhile in school in Panchgani. A career D’Silva steered the agency side of things publications. in advertising too happened by accident. “While because he loved working with brands and Puneet Singhvi, business head, Times I was doing my B.Com from Mumbai’s St. coming up with ideas. It has been two years since Andrews College, I started working in an WPP took over HDS and moving forward, he is animation studio. At the same time, I was also looking at collaborating with sister agencies to A key enabler will be learning about advertising as a subject. That’s offer holistic solution to clients. when I got attracted to advertising though my “Because we have evolved in the last 16 years, Times’ ability to cross- end plan was to get into films,” he recalls. we can deliver practically anything on the digital promote Goal. D’Silva has worked in three companies during space. I also want to build the digital media his 20 years in advertising. However, his first space. Going forward, I want to focus on fewer internship was of selling pens door to door which businesses, but the right ones.” Global Partners (TGP), says, “We also first exposed him to the world of According to D’Silva, Roy is look forward to working with Indian sales and marketing. a “very discerning individual. and international advertisers to roll After he completed his He always pushed me to do out sponsorship and other advertising graduation, he joined Internet D’Silva loves better. Being a CEO now, I am opportunities for this sought-after and Resources on a friend’s suggestion. working with trying to be that way too because affluent audience segment.” “It encompassed whatever I had otherwise I’m too relaxed with James Peel, EVP, Media, Asia-Pacific, done in my diploma – print, brands and my judgement.” Perform Group, says, “We will deliver a graphics, multimedia, use of flash D’Silva was a reluctant CEO. range of unique and compelling digital and Director and Authorware,” coming up “Initially, I didn’t take the role as I advertising opportunities for brands and he shares. believed I would lose my creative advertisers.” Perform is a global digital Internet Resources was later with ideas for edge. But thankfully, backed by sports content group. It creates digital taken over by India.com and the them. an efficient team, I have been able products that drive traffic, engagement and team built a number of websites. to manage things well.” revenues for over 2,600 of the world’s “It gave me exposure to brands. Being a part of HDS for 16 leading media and betting companies, and People at that time knew they wanted to make years now, his focus is to take it to another level enables brands to engage with over 180 websites but no idea, why and how. and get it international recognition. “I want million sports fans every month. At Internet Resources, D’Silva used to admire individuals to take credit and back their ideas. Times Internet, the digital arm of The Mustafa Pardiwala (now VP, ShareKhan). “I I want to create a new wave of strategy when it Times of India Group, claims to reach over loved the environment he had created. It was a comes to digital and redefine the space of digital 100 million visitors and serves two billion place you would enjoy working in. That’s what since it’s more than just Facebook and Twitter.” page views every month, across web and I carried with me. If you want an individual to When asked why he stayed with HDS for 16 mobile. Times Global Partners is a business grow, do not keep hovering around him. Give years, he says, “I didn’t see the need to move on unit developed in 2013, which partners him freedom. Step in when you think it’s not and money is not everything. People here are like with emerging global digital businesses to being done correctly,” he says. family. I don’t think I want to build teams again build local partnerships, having partnered Hungama was a client at Internet Resources. and most of the offers were to step in and build with brands like Uber, Huffington Post, Neeraj Roy (director on the board of HDS, and teams. I couldn’t identify a better company for Business Insider, Gizmodo, Lifehacker, founder of Hungama) and Priti Shahani (then me to move ahead.” „ IGN, AskMen and more. „ head, sales, Hungama) convinced D’Silva to [email protected] [email protected]

26 afaqs! Reporter, May 1-15, 2015             

"#$% !    (            '    &      22+ PARLE Operation Clean-up Titled ‘Litter Free’, the campaign encourages people in Delhi-NCR to dispose garbage in a proper manner. News Bureau

arle Products has launched an out-of-home campaign titled PLitter Free in Delhi-NCR to encourage citizens, especially the youth, to dispose garbage in the correct manner - in the dustbin. This campaign is part of Parle’s Litter Free CSR project and is in continuation with the company’s TV campaign rolled out earlier this year. Developed by Havas Media Group’s OOH and activation brand

Advertising. The agency has been on about this irresponsible behaviour. Parle’s roster from 2009. We are already seeing that littering The messages being relayed on has reduced in targeted locations.” these include - ‘Apne ghar ko saaf Anita Nayyar, CEO, Havas rakhna sabko aata hai. Toh sadkon ko Media Group India, says, “Dirty kyo nahin?’ and ‘Yeh kachrewala ka surroundings are unhealthy, unsafe, kaam hai. It’s everyone’s responsibility’. and allowing littering to continue Commenting on the campaign, is akin to saying it’s acceptable.” “It Pravin Kulkarni, GM, marketing, connects with the new-age audiences Parle Products, says, “Indians are in a very meaningful and engaging habituated to consuming products manner,” says Mohit Joshi, MD, and thoughtlessly pitching wrappers, Havas Media India. adding to the volume of littering in “These are smoke-free buildings, public places. Our Parle products so the ground floor becomes a have disposable wrappers, so we catchment for smokers and cigarette wanted to talk to people, to our youth vendors. Havas Media did a physical - to educate and create awareness audit for a week and found that people do not use the dustbin near Havas Media Active, the initiative the cigarette kiosk, it gets pitched. aims to take forward Parle’s anti- We are looking to effect a change littering message in an outdoor in smoker behaviour, there will be setting. It is executed across Cyber Parle branded litter bins inducing City and Cyber Hub in Delhi-NCR. smokers to use them. We see our The key elements of the campaign concept of this surround messaging include OOH TV screens in touch our youth enough to take their buildings playing the three variations trash to the dustbin and spread the of the Parle Litter Free TVCs, Backlit message when they see someone else scrollers, snap posters and digital pitching,” adds Ankur Rastogi, MD, „

pods. The TVC and poster campaign SUSHIL KUMAR Havas Media Active. was created by Thoughtshop Kulkarni, Nayyar and Joshi: No Littering [email protected]

0 afaqs!afaqs!q Reporter,Reporp ter, MMayayy 1-111-15,55,, 20120155                                 (9(17

Presents

24th April 2015, Mumbai DAINIK BHASKAR UNMETRO “Head to the Cities of the Future” Kaacon Sethi The Chief Marketing Officer of Dainik Bhaskar Group delivered the welcome address at the Unmetro Conclave held in Mumbai. She shed light on the 522 cities beyond the metros. he Unmetro Conclave, held in Mumbai, kicked off as consumers. Citing an example from the entertainment with Dainik Bhaskar’s Chief Marketing Officer, world, she shared that, a few years back, one would TKaacon Sethi’s welcome address on April 24. say that metro stories were travelling to unmetro, but, Sethi gave a presentation to bring attention to the sea today, stories are travelling from Varanasi, Haridwar and of opportunities that the unmetros present. She spoke on Kanpur. These cities have changed considerably. the topic - ‘Why fight for metros? The unmetros are full Echoing marketers’ perspective, she said that in the of bigger opportunities’. metro markets today, it is becoming much more difficult She started off by saying that the 522 cities beyond to push that half percent market share; it is becoming the metros are the cities of the future. "If one looks at the that much more expensive, whereas if one looks at the numbers, layered just below the top eight metros are 522 unmetro markets, while they do present challenges, cities, accounting for 44 per cent of urban households. there are opportunities too. It is a number that cannot be ignored. This presents to ‘The Action is Elsewhere’ campaign. Sethi on Prospects in Unmetro Markets marketers and other stakeholders, like media planners Dainik Bhaskar has recently launched a new brand and buyers, seamless opportunities to go down from the them for the longest period of time. Sethi opined that it is campaign, ‘Unmetro - The Action is elsewhere’ aimed at metros in search of customer acquisition," she stated. not just the age factor, but also the affluence indicators the marketers, advertisers and the media planner/buyer Sethi’s presentation revealed that almost one half of that one needs to look at. "If one looks at young India and target audiences. Designed as a digital / social media urban India’s consumer wealth is spread across the four SEC, one would find significant percentage of people in campaign, it will also be supported by print, OOH and the tiers below the top eight metros. SEC A, and these are desirable socio-economic classes. Unmetro Conclave events. It is quite apparent, she observed, that marketers This is where the unmetros are winning hands down," The campaign idea revolves around the fact that, so want to catch them young, keep them and, over the she said. far we’ve all been enamoured by the going ons of metros, lifecycle of the target audience, present different kinds of Education in these cities is on the rise as indicators while the real action is in the Unmetro heartland of India, options from the brand basket to keep the consumer with point to the fact that people are coming into their own i.e. the ‘ The Action is elsewhere’. „ DAINIK BHASKAR UNMETRO “For every car I sell in a metro, I sell 6 in a mini-metro” Kamal Basu The Marketing Head of Volkswagen India shed light on how automobile companies look at the unmetro consumers. amal Basu, Marketing Head of Volkswagen India Kangana Ranaut have all come from relatively smaller was one of the many eminent personalities present places and have become inspirations to a much larger Kat the Dainik Bhaskar Unmetro Conclave held in mass/community.leap the country has taken," he Mumbai recently. To him, there is no differentiation observed. How does the automobile world look at this between metros and unmetros. market? Hero (two-wheelers), according to Basu, is a He explained this further with two examples from leader because of its sale in these unmetro markets. his presentation that showed how people in different For Volkswagen, every car the company sells in a regions are consuming the same kind of news. He also metro, it sells six cars in a mini-metro, he revealed. pointed out how the movie ‘Sholay’ was released across The people in these cities and towns buy cars for the country in 200 screens. And by the time it went multiple reasons. According to Basu, owning a car here down to tier I, II, III, IV towns, it was six weeks and is a status symbol. Also, they are value conscious. He beyond. On the contrary, ‘Dhoom 3’ was released in Basu on The rise of Unmetro India - Navigating the future shares that Volkswagen’s new Polo witnessed over 2725 screens, simultaneously. "The person watching the 2,60,000 (in nine months) test drives post its launch movie in PVR, Palladium, had exactly the same experience diminished," he said. across India, with high interest levels amidst the as a person sitting in a PVR in Hoshiyarpur. The lines have People like Mahendra Singh Dhoni, Mary Kom, younger generation in tier II cities. „

30 afaqs! Reporter, May 1-15, 2015 Presents

DAINIK BHASKAR UNMETRO “The metro-unmetro myth is being busted” Karthi Marshan Marshan, through the use of the brand’s Kona Kona Kotak campaign, explained Kotak’s strategy towards the unmetro consumer. otak’s latest acquisition of ING Vysya has made it differentiate with the same commodity, in a way that the fourth largest private sector bank in India. But it speaks to different people. For example, Kotak’s Kwhile it grows in numbers, one of the strategies at offering of 6 per cent return on savings has helped it play for Kotak was increasing the reach of Kotak to the to grow in the last few years. Indian hinterland. Karthi Marshan, Head of Marketing, Kotak has also spoken directly to women, children Kotak Mahindra Bank presented a case study at Dainik and senior citizens and launched specific products, for Bhaskar Unmetro Conclave to explain exactly how example Kotak Silk and Kotak Junior. Both of these have Kotak designed the communication post one of the been launched on the basis of psycho graphic insights biggest mergers in the financial space. which showed that parents want kids to learn about According to him, one of the questions they asked money responsibly, or in the case of Kotak Silk, women post the merger was ‘how ready are we to serve the wanted to feel emancipated from answering their unmetro consumer?’. The stereotype is that Kotak is a husbands about where they have ‘spent the money’. big city bank. However, even before the merger around Marshan on Kotak goes Unmetro According to Marshan, the things that consumers 40 per cent of Kotak branches were in the semi-rural, in the unmetro would want is not so different from rural and unbanked locations. The same was true for busted everyday. You have to realise that everything what a metro consumer wishes for. They both want a ING. Kotak is also the leading bank is tractor financing we are making or breaking is for all customers – metro better chance at life. They want novel career chances, and actually owes 17 per cent of its loan books to the and unmetro,’’ he said. recognition and quick wealth. The unmetro consumer, agricultural division. According to Marshan, education is one of the however, has a huge amount of local pride and are not ‘‘When we graduate from our colleges and come most important aspirations for smaller towns. This is only value seekers but also brand conscious. The term into our jobs, we come with this idea about metro and followed by health-care and financial security. Kotak Marshan used to describe them are the ‘Rurbanites’ – unmetro. But these are the myths which are being has also understood that there is an opportunity to neither rural nor urban. „ DAINIK BHASKAR UNMETRO Are Unmetros Behaving Like Metros? An eminent panel discuss the way unmetro consumer has changed and how it affects the marketing ecosphere. ainik Bhaskar’s Unmetro Conclave saw some of Mumbai’s biggest marketers discuss and debate Dwho exactly is the unmetro consumer. In a panel discussion chaired by Mallikarjun Das, CEO India, Starcom MediaVest Group, panelists - Amit Kumar Roy, Chief Distribution Officer, Aegon Religare; Neeraj Garg, CEO Apollo Health & Lifestyle; Ashish Bhasin, Chairman & CEO, South Asia, Dentsu Aegis Network and Deepa Mathew, Group Business Director, IMRB International - tried to understand the science behind the Unmetro consumer’s decision. Deepa Mathew shared that in the past four-five years, metros have seen a higher penetration of durables. However, surprisingly, the growth is happening in the unmetros. For example the sale of microwaves and refrigerators has increased more in the unmetros, as has various FMCG categories like food and personal care. L to R: Das, Garg, Bhasin, Roy and Mathew According to IMRB’s wallet monitor study, the amount audience. more local. Bhasin also commented that there is spent on entertainment versus food in metro is higher A combination of social factors are bringing about no homogenous entity like the ‘unmetro’. It would than unmetros, but the share from the total spends is changes in the consumption patterns for unmetro therefore be a fallacy to have an unmetro plan for any same in both areas. consumers, feels Ashish Bhasin. While he agreed marketer. According to Apollo’s Neeraj Garg, the discretionary that aspirations are identicals in both metros and According to Aegon Religare’s Amit Kumar Roy, in income in unmetros is growing rapidly, along with unmetros - television, mobile and internet have played an unmetro market it may take more time to create increasing internet penetration. According to Garg, a huge role in rising the aspiration quotient. According awareness but it is also possible to enjoy the return on unmetros consumers are more brand loyal. It is also to Bhasin, some marketers are acting on these investments much more. financially less expensive to reach them. For Apollo, changes while some are missing the point. One of the In all the panel came to the conclusion that the marketing is a local decision also. Local people – those key problems he feels marketers face is the fact that unmetro market is no longer something brands can with better knowledge of an area decide the media the key decision makers are all sitting in metro cities. ignore. It has grown by leaps and bounds and the choice. Speaking about media, he said that mobile Thus, they are disconnected with reality. However, he consumer there is just as aspirational as the metro television is the future as it is good at targeting specific does feel that in five years print and TV will become consumer. „

afaqs! Reporter, May 1-15, 2015 31 (9(17

32 afaqs! Reporter, May 1-15, 2015 Presents

afaqs! Reporter, May 1-15, 2015 33 0(',$ 9X MEDIA The Real Performer How these animated characters have become a revenue generation tool command high association. He says further, “These are established for 9XM and 9X Tashan. By Prachi Srivastava properties on their own. The idea is that, when you air normal ne would think that commercials, people tend to change known actors from popular the channel, but when you associate Otelevision shows are the with something like this, there are biggest selling factor for any televsion more chances that people will watch channel. However, to break the it and your brand gets noticed. The clutter, Bollywood music channel idea is not to be overtly branded, but 9XM has been using eccentric to create a story within the style these animated characters like Bade- guys characters are in.” Chote, Bheegi Billi and Betel Nuts Jailkhani maintains that they are to not just attract and retain viewers, picky about the brands they partner but also to introduce a new sort of with. “These characters have basic revenue stream. characteristics and we make sure we Following their success, 9X don’t lose that,” he states. The brand Tashan (Punjabi music channel) categories include confectionery, too launched an animated character automobile, telecom, e-commerce Bhabhi, who plays ‘love guru’ and FMCG. on-screen. The character is hugely Since it’s 3D animation, it takes popular in Punjab. up entertaining the viewers. On 9X Tashan, Bhabhi was seen around three weeks to develop All these characters have, over The channels cater to audiences in playing love guru to a couple with the script, the storyboard and the years, developed different the 15-24 age group. While majority Hamdard’s Sualin integrated. then the animation. While there characteristics. Bade-Chote, the of the revenue still comes from free On choosing a brand integration are animators who work for the most successful characters of the lot, commercial time (FCT), the genre of this sort over a 30-second channels and also on these animated are famous for their ‘Bakwas Band has other advertisement options commercial, Nilotpal Singh, brand characters, there are around four Kar’ episodes. They have been on air too, as many channels innovate and manager, Hamdard-Sualin, explains, people who conceptualise these since the channel’s inception in 2007. experiment to open up more revenue “Punjab is a very important market brand solutions, and the message the options. Trailers, astons, advertiser- for Sualin, but, because of its brand wants to communicate. “The funded programmes, split-screen relatively smaller share of voice, it biggest strength of the company is branding are other revenue sources. had lower recall scores and was not that we have been conceptualising In the last three years, the network being considered as the first option ideas that no network has done till has used these characters to provide for sore throat and cough problems. now,” Jailkhani adds. brand solutions by integrating them The objective behind this integration The channel shares that a in brand communications. was to improve the brand recall via standard animation integration costs “They are successful and have an innovative association with the around `3-4 lakh. The brand bears a huge recall value. They are sub- TG.” Singh shares that the brand the production cost and also shells brands and it becomes imperative registered a growth of approximately out a premium for leveraging the to monetising it at the right value. 19 per cent in Punjab when the success of these characters. Besides Today, it’s a big vertical for us in campaign was on. brands, broadcasters have also seen terms of revenue,” Jailkhani shares. merit in promoting their big-budget According to Pawan Jailkhani, We integrated with Nokia Lumia, WIN-WIN properties through Bade-Chote and chief revenue officer, 9X Media, at wherein the features of the phone meya Sule, senior business other popular characters. the time when music channels were were explained. Earlier this year, Adirector, Group M ESP, believes Small snippets featuring Bade- all focussed on getting RJs to engage Bade-Chote tied up with Ramesh- that these characters have got so Chote’s take on television properties with the viewers, 9XM broke the Suresh (5 Star) to launch a campaign popular with everybody that they are like Kaun banega Crorepati, Bigg Boss, cliché and introduced these characters Jo Khaaye Kho Jaaye. Recently, now celebrities in their own sense. IPL, ICC World Cup and Nach Baliye which served as a breather from the Betel Nuts promoted Honda Bikes “The channel has also been using have been aired too. back-to-back music content. - CB Trigger. Bheegi Billi too them as fillers and also to drive some 9XM earns around 15 per cent of The characters are funny, silly yet has promoted Idea’s Honey Bunny agenda or give social message - for its revenue from non-FCT, is hoping witty and have their own identitities. campaign and Lotus Fairness Cream. instance, creating awareness against to increase it to 30 per cent this year. Bade-Chote segments are about piracy. That’s usually what celebrities Of this 30 per cent, the contribution Chote asking a question to Bade, do. They urge people not to drink from brand integrations is likely to which the latter is unable to answer. and drive or not to smoke, but be around 10-15 per cent. That’s when Chote gives a silly because these characters are popular answer, making people laugh. Bheegi and people connect to them, they BEYOND TV Billi, meanwhile, is a singing cat who are as good as celebrities. Ultimately, ade-Chote, Bheegi Billi also have is always sharing his sob stories as he both the advertiser and channel Bpresence in the L&M world as considers himself unlucky. benefit from them. The channel MadRat Games has incorporated Betel Nuts are shayars who have made consistant efforts to keep this 9XM characters in many of its come to Mumbai from Lucknow to going and make them popular. They creations. try their luck in the entertainment are reaping benefits of it,” he says. Bade-Chote are promoted industry. And, until that happens, the Rahul Datta, lead - marketing through the social network pages of

four of them, who have their own FOTOCORP and communication, Microsoft, is the channel. „ styles of poetry and time-pass, end Jailkhani: Sub Brands of the opinion that these characters [email protected]

34 afaqs! Reporter, May 1-15, 2015

,17(59,(: HARINDRA SINGH> VICE CHAIRMAN AND MD, PERCEPT

FOTOCORP “We will speak about competition when we have it”

So people actually be with us. Sunburn gives the accepted EDM... but what urban elite youth a platform did they think it was, to meet up in person. exactly? EDM is a wider form of ‘Urban elite youth’ is an trance, and ‘trance’ was equal interesting term. Is that to ‘rave’ in people’s minds. how you define your TG? It was perceived as a ‘shady’ By default, so far, yes. We and ‘underground’ genre... started out in Goa. Then came Mumbai, Delhi and Bengaluru. From there we moved on to Hyderabad, Chandigarh and other places. We have been stuck with the so-called ‘urban India’, but we are going deeper and Sunburn is a trailblazer in its own right. Singh are getting people to come in from nearby places. When throws some more light on his beloved festival. we do an event in Delhi, By Sohini Sen we get people from Haryana and Rajasthan. The attendees are 16-35 years of age. At hile talking behind-the-scenes issues. a Sunburn event, 20-25 about During Year One, we per cent of the attendees Sunburn, his didn’t have to look at parking, SUNBURN’S BRAND related to ‘bad things’. So we are global tourists. Of the popular EDM for instance. But last year, we ASSOCIATIONS struggled with that. Indians, the local population (electronicW dance music) had a team of a few hundred ome names that have But, with the extra effort forms only a single digital festival organised by Percept, people managing traffic and Sassociated with Sunburn we put in, we cleaned it percentage. the pride in Harindra Singh’s parking. Every square meter over the years, include up. Now we are seen as an words, and voice, is hard to - whether indoor or outdoor Smirnoff, Absolut, Tuborg, indispensable media product Which music festivals do miss. - is on camera. Our target Carlsberg, Budweiser, SJ for brands that are trying to you consider to be your The first Sunburn concert is - if anybody needs relief or XXX Energy Drink, Pepsi, connect with the youth. competition? in Goa in 2007 pulled in help of any kind, they should 7UP, Micromax, Lenovo, Ah. We’ll speak about 2,000 people. Last December, get it within 30 seconds. Canon, Philips, Red Bull, Speaking of brands, what competition when we have Woodland, BMW Mini Sunburn Goa was attended We put up two gigantic kind of companies and some. Cooper, Kingfisher Premium, by almost three lakh people. towers in Goa during the categories have tried to Force India, Vespa, Bailey, Last year, around 80 Sunburn festival - one for bungee Saint Juice, Eristoff, Bingo, connect with the youth How do you define ‘brand events were held across India jumping, the other for MTV, VH1, Harman Kardan, through Sunburn? Sunburn’? nearly seven lakh people telecom. So everyone at the Pernod Ricard, Vladivar, All brands that want to reach We have evolved into a attended them. festival has strong network. Panasonic, Colgate Plax, young people want to be lifestyle brand. We’re now Having successfully This is a serious business Lakme, Gitanjali, Lucera, associated with us. consumed in forms other infiltrated the Dubai and and needs a hell of a lot of Tito’s, Mid-day, Mint O So far, we have had a than music. We have been Sri Lankan markets, Singh’s planning. Gol, Vardenchi and Thomas diverse selection of brands playing with merchandise for wish-list now includes places Cook. from automobiles, beverages, a while. Last year we went like Russia, South Africa and When you started lifestyle to telecom... In the professional on that front Indonesia. Sunburn gets 40 Sunburn eight years back, the team’s passion that took last few years, we have been and tied up with Jabong. per cent of its revenue from what was the plan, really? Sunburn forward. more than doubling our Provogue has tied up with ticketing, 40 per cent from What part of your success With metal and rock music sponsorships, year on year. us to introduce Sunburn brand sponsorships, and 20 has been, well, ‘off script’? we had history to go by, but This TG game is very Provogue deos. They plan from its merchandise and We launched Sunburn along no recent phenomenon. aspirational. A lot of brands to bring the entire range F&B associations. Excerpts with Metal Fest. We believed With EDM we had the then have gone with us because of toiletries and cosmetics from an interview: Metal Fest would do better global revolution to go by. they want to look sexy... under that brand. Around because people in India Theoretically, EDM the way a Rajnigandha Pan 70 per cent of our audience What does it take to put an understand rock. looked better. So we decided Masala may show a guy in a has expressed the desire to event like this together? In Year One we didn’t to do it for one more year; Bentley chewing the product. consume Sunburn through Scale brings with it newer make money on either of by the end of that year, we We have category exclusivity, lifestyle, fashion and challenges, doesn’t it? these and had to choose began to see the potential. which means we can’t take accessories. We’ll extend the With size, comes an increased to keep one alive. Though We broke even in 2009 - that two brands from the same brand accordingly. „ focus on security, safety, and Metal Fest did better, it was part was as planned. category. But they all want to [email protected]

36 afaqs! Reporter, May 1-15, 2015 -2%6:,7&+

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afaqs! Reporter, May 1-15, 2015 37 3(23/(

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

he fortnight Dentsu Creative he media fraternity is buzzing with Vikram Tbegan with a big Impact has roped TSakhuja joining Madison World as equity announcement of in Deepak Singh as partner and group CEO. He has moved from Nima Namchu joining executive creative GroupM Worldwide, where he was group strategy Havas Worldwide India director (ECD). officer. The OOH (out of home) division of as chief creative officer. Singh has 13 years Madison World will also come under his purview. He had recently of experience, and Meanwhile, Gautam quit Cheil at the has worked with Kiyawat, current CEO same designation. Leo Burnett, Grey of Madison Media Namchu has over 20 Worldwide, McCann Group, will relocate to years of experience in Erickson and Mudra. Singapore. NIMA NAMCHU DEEPAK SINGH advertising. He has DDB Mudra has Sakhuja has over worked at Contract appointed Vishnu 28 years of industry Advertising, Publicis Srivatsav to head the agency’s creative function experience and has India, McCann Erikson, down South. He joins from Grey Mumbai where worked at leading Capital Advertising, he was senior executive creative director and will companies like P&G, Leo Burnett, TBWA be moving to Bangalore. Coca-Cola and Star and Sistas (now L&K Srivatsav has spent nearly 12 years of his career VIKRAM SAKHUJA TV. Saatchi & Saatchi). at Grey besides which he has worked at agencies Roles he has held at Pranav Harihar like RK Swamy BBDO and FCB Ulka Advertising. GroupM include global Sharma, group creative SapientNitro has roped in Surjo Dutt as strategic development officer GroupM (most director, Linen Lintas, creative lead for the Northern region and Sharan recently), global CEO of Maxus, CEO of GroupM has decided to move Sabhachandani Sharma as client services lead for South Asia and Mindshare South Asia. on and join Grey PRANAV HARIHAR SHARMA the Western region. Rising Sun Films, a production house started Worldwide India as Dutt has more than 16 years of experience and by Shoojit Sircar along with producer Arijit executive creative director and head of the Delhi Lahiri (Ronnie), has branch (creative function). He has been with elevated its in-house Linen Lintas for over two years, and in past has talent Satish Nair and worked at Rediffusion Y&R, DDB Mudra and Prashant M Bhagia as JWT. film directors. J. Walter Thompson (JWT) South Asia has Bhagia has over 12 elevated Carlton D’Silva to the post of chief years of experience in executive officer, Hungama Digital Services. the advertising and D’Silva has spent close to 16 years with HDS; he feature films industry. joined back in 1999. He started his career He will report to Tarun Rai, chief executive at Ram Gopal Varma’s officer, JWT South Asia, and will continue to Factory and worked on SURJO DUTT SHARAN S SHARMA ROHIT KUMAR lead HDS as its chief creative officer. D’Silva various feature films. will be in charge of HDS across six offices, Soon, he moved to including Hungama Promo Marketing. He will has moved from JWT where he was VP and ECD. advertising and has been with Rising Sun Films be responsible for the team’s overall growth and While Sharma has over a decade of experience and since 2007. creative output. joins the agency from Leo Burnett. „ Nair started as a graphic designer, but the art of storytelling led him to Mumbai. He assisted Shoojit Sircar for around 10 years in commercials MARKETING and feature films. Rohit Kumar, former VP, marketing, Zee News, napdeal has roped in Idi Srinivas Murthy Snapdeal has also appointed Dharmarajan K has joined Focus News as senior vice president, Sas senior vice president, marketing. Srinivas as head, customer service. In this new role, he marketing, research and regulatory. Kumar has joins Snapdeal after a string of successes in will be responsible for furthering the company’s nearly15 years of experience, out of which 12 years Marketing at The Coca-Cola Company and efforts towards building world-class customer were spent at Zee News in different capacities. GlaxoSmithKline. service operations. Prior to Zee Media, Kumar also worked with Aaj His last role was at GlaxoSmithKline (GSK), Dharmarajan comes with over 15 years of Tak for over two years. where he was regional director, marketing, Africa experience. He has been part of organisations like India TV, the Hindi news channel, has and was based out of Johannesburg. At The Etisalat, Bharti Airtel, ICICI Bank and Flipkart. promoted Sudipto Chowdhuri as executive vice Coca-Cola Company, he worked across different Prior to his appointment at Snapdeal, he was president, sales. Prior to this, he was designated as roles in Marketing and Operations. head of customer service operations senior vice president at The online company has also at Flipkart. India TV. He has been roped in Vivek Patankar as senior Quikr has appointed Manish associated with the vice president - finance. Patankar Sinha as head of Quikr Homes, company for over two was previously leading the financial its real estate vertical. He will be years now. planning and analytics vertical for responsible for growing Quikr’s Chowdhuri started the entire business of Unilever Plc, consumer real estate business across his career in advertising worth 50 billion euros, in London. India. with Tata Yellow He comes with over 12 years of Sinha has over 15 years of Pages in Delhi. He experience. Apart from Unilever he experience. Initially he has worked has worked with India has also worked at General Electric as a management consultant at Today, Zee, Star News, and Marico. VIVEK PATANKAR McKinsey & Company. „ SUDIPTO CHOWDHURI TV 9. „

38 afaqs! Reporter, May 1-15, 2015

The action is elsewhere. Why fight for metro cities? The unmetros are full of bigger possibilities.

More durables and automobiles are sold in unmetros. Personal Computer Durables Purchased Car/Jeep/Van Mobile phone Fridge-Refrigerator Television Washing Machine in the Past One Year / Laptop

Urban India (000s) 2,619 23,943 8,601 4,830 11,510 4,467

Metros 50L+ 628 24% 6,818 28% 2,554 30% 1,495 31% 3,631 32% 1,496 33%

Unmetro (Tier 2/3/4) 1,991 76% 17,125 72% 6,047 70% 3,335 69% 7,879 68% 2,971 67%

Source: IRS 2013 Figs 000's