NATIVE ADVERTISING HIDDEN PITCH New Age Content Publishers Have Warmed up to This Clever Way of Advertising
Total Page：16
File Type：pdf, Size：1020Kb
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.