H tStuff A newsletter from DDB Mudra Group - Issue 3 , 2015 Contents

01 Madhukar’s Message 21- 23 Best of DDB Mudra Gamification - the next big thing? Mathrubhumi Classifieds Lenskart and EBAI New Volkswagen Jetta Kingfisher Premium 02 - 05 Global Connect fbb Global Wins Pudin Hara Global News Royal Challenge

06 - 07 First Person Symphony Back from Kathmandu - Shaken, Dhara Kachi Ghani Mustard Oil Not Stirred UNICEF

08 -15 The Highlights 24 - 25 Thus Spake Zeigler DDB Mudra Group adds girl power The science of marketing and to the Cannes Lions Festival 2015 the case for creativity See It. Be It. DDB Voice 2015 rolls out 25 Meet the Chief Innovation & Growth Officer DDB MudraMax announces New Structure

Mother’s Day 26 - 27 Guts & Glory Father’s Day

New Joinees 28 Thought Leadership 5th Little Sparks Contest Sonal Dabral Wassup @ MICA

29 - 31 Know More 16 - 17 Q & A True Gender Equality Loyalty alone is never enough 18 - 20 Best of DDB Worldwide Skoda 32 Media Spotlight AT&T Fundicion Argentina De IBC Last Word Transplante Hapatico Now Hiring: Your New WECOMPOST Personal Assistant Volkswagen AXE KLM McDonald’s No Somos Delito Steinlager Pure Madhukar’s Message

Madhukar Kamath Group CEO & Managing Director DDB Mudra Group

Gamification – the next big thing?

Gamification is the concept of applying By providing extensive insight into user Education with funding from the game design techniques to engage and behaviour, big data can indicate what MacArthur Foundation and the Bill and motivate people to achieve their goals. activities, content types, and frequencies Melinda Gates Foundation set up a Its main purpose is to engage, teach, are yielding the best results. It also school called Quest to Learn centred entertain, measure and to improve the allows companies to adapt to various around game-based learning, with the perceived ease of use of information user behaviour and motivation. In order intent to make education more engaging systems. to get the most value out of gamification, and relevant to modern kids. SAP has it is important to go beyond the data and used games to educate their employees Gamification techniques strive to try to understand not only how the users on sustainability. RedCritter Tracker, leverage people's natural desire to are behaving but also to ask 'why', and PlayCall, and Arcaris are examples of socialize, learn, master, compete, also come up with creative ideas to management tools that use gamification achieve, etc. Early gamification improve the system. Effectively using to improve productivity. strategies used rewards for players who data analytics and gamification, in turn, accomplished desired tasks or Digital Brand Group is the first company helps businesses sell more and increase competition to engage players. Types of in India to fully gamify their work process customer loyalty. rewards included points, achievement to make their work style more engaging badges or levels, the filling of a progress Gamification has been widely applied in and encouraging. Experts anticipate that bar, or providing the user with virtual marketing. Over 70% of Forbes Global the technique would also be applied to currency. Making the rewards for 2000 companies surveyed in 2013 said health care, financial services, accomplishing tasks visible to other they planned to use gamification for the transportation, government, employee players or providing leaderboards were purposes of marketing and customer training and other activities. ways of encouraging players to retention. For example, in November PHD, the Media agency which is part of compete and fuelled deeper 2011, Australian broadcast and online the Omnicom Group launched its online engagement. media partnership Yahoo!7 launched its gaming tool as far back as 2012. It is a Fango mobile app, which TV viewers use The research company Gartner had global operating system called Source to interact with shows via techniques like predicted that by 2015, a gamified that taps into the “gamification” trend. check-ins and badges. service for consumer goods marketing Source is designed to mimic a massively multiplayer online (MMO) game. It and customer retention would become Gamification has also been used in encourages participation and as important as Facebook, eBay, or customer loyalty programs. Starbucks collaboration by allowing approximately Amazon, and more than 70% of Global gave custom Foursquare badges to 3000 employees across the global PHD 2000 organizations would have at least people who checked in at multiple network to tap into the “PHD mind,” one gamified application to drive desired locations and offered discounts to providing ideas and solutions for briefs all user behaviour that is advantageous to people who checked in most frequently over the world. Employees score points their brand. at an individual store. when their suggestions are used and Gamification is a very practical technique A study at MIT Sloan found that ideation can keep tabs of their position on a to take advantage of big data. By games helped participants generate global leaderboard that is updated on capturing and analyzing the big data on more and better ideas, and compared it a real-time basis. Source enables behaviour, businesses can create a to gauging the influence of academic employees to remain abreast of new more engaging experience that papers by the numbers of citations trends that can be applied to their motivates employees and users. 71% of received in subsequent research. clients’ businesses and is considered to companies expect big data to have a be a “game-changer” for the media significant impact on sales. The New York City Department of planning and buying industry.

1

Size : (W) 235 X (H) 345 mm Global Connect

Global Wins

DDB at Cannes Guerre Du Pays de Meaux Press Ministry of Communications and campaign out of DDB Paris. Information. DDB had a great week at Cannes! The network won a total of 78 Lions from 27 DDB Singapore strikes GOLD: DDB Singapore boss David Tang said: offices in 21 countries, including 1 Grand #DDBCannes Winners “Everybody knows DDB loves the Effies, Prix, 12 golds, 28 silvers and 37 bronze. so winning for the 12th year running feels really gratifying”. The wins were across categories as follows: DDB bags Pencils at 2015 D&AD & The One Show Awards Branded Content: 5 Creative Effectiveness: 1 Cyber: 10 Design: 1 DDB agencies across Asia Pacific Direct: 4 enjoyed success at this year’s Cannes Film: 4 Lions festival. DDB Singapore walked Film Craft: 5 (including GP) away with a gold Lion in the Promo & Health | Pharma: 3 Activation for its ‘4G4Good’ for Starhub. Coveted campaigns by DDB Mudra Innovation | Data: 1 It was the only gold for Asia in this Group and DDB DM9 JaymeSyfu Media: 6 category. The campaign was also scored yet again at this year’s D&AD Mobile: 2 awarded a bronze in the Direct category. Awards. D&AD celebrates outstanding DDB Sydney was awarded a bronze Outdoor: 10 work in design and advertising, and a Lion in the Promo & Activation category D&AD Pencil is recognized the world PR: 3 while a bronze Lion in Outdoor was over as a symbol of the very highest Press: 10 picked up by DDB Mudra Group in India. creative achievement. Promo & Activation: 8

Radio: 4 DDB shines at 2015 APAC Effies DDB Mudra Group’s ‘Bi-Xenon Headlamps’ Titanium & Integrated: 1 for Volkswagen won a Pencil in the graphic design

DDB Spain was the most-awarded office category, while DDB DM9 JaymeSyfu’s with 16 awards, followed by ‘Pocket Fire adam&eveDDB London with 14. Paris, Extinguisher’ for the Amsterdam and Germany each won a City of Las Piñas total of 5 Lions. won a Pencil in the Three DDB agencies left Singapore with White Pencil/Design EMEA was the most-awarded DDB heavy pockets after bagging multiple category. region with a total of 36 Lions. Latina metals at the 2015 APAC Effie awards, took home 25, APAC 10 and North following yet another fantastic adam&eveDDB and Grey London also America 7. performance across the region. received a combined 11 Pencils

(Joint 4th). Spain’s “Holograms for Freedom” was the big winner this year and the team DDB New Zealand, DDB Singapore and was up on stage collecting gold Lions Lifelounge agency reeled in a total of six Meanwhile, DDB Group New Zealand nearly every night. In total, they received individual awards. DDB New Zealand won a Bronze Pencil for SKY TV ‘Bring 16 Lions across 8 different media. was also named #3 Agency of the Year. Down The King’ at The One Show Awards held at Alice Tully Hall, Lincoln Center in adam&eveDDB brought home the Grand DDB wins top honors at Singapore New York City and DDB Melbourne won Prix in Film Craft for John Lewis’ Effies two Bronze Pencils for RSL Australia “Monty”. They also received a gold Lion ‘Minute of Silence’ in Interactive and in Branded Content for “Monty” and a DDB has been named agency of the Mobile. Creative Effectiveness gold for John year at the Singapore Effies, an awards Lewis’ “The Bear and the Hare”. show it has dominated since it was DDB Düsseldorf scoop up gold at launched 12 years ago. The Omnicom ACDN Awards Also receiving gold Lions were DDB agency claimed gold for McDonald’s and Singapore for their “4G4Good” Promo Singapore Air Force, and silver for DDB Düsseldorf, together with campaign and the Musée de la Grande National Environment Agency and MediaMonks, took home gold for Bic’s

2 Global Connect

“Universal Typeface Experiment” at the starting with the Wave Festival in Rio de Canada, were announced, with DDB recent ACDN Awards in the Netherlands. Janeiro, the FIAP in Mexico City, and offices in New York, Chicago and San The ACDN is the Association for then the U.S.H. Idea Awards in Miami. Francisco receiving recognition in five Creativity in Advertising and Design in Each award show recruited top creative categories. Gold, silver and bronze the Netherlands. professionals in the industry to recognize trophies were awarded at the annual the best in creative advertising work. Effie Awards Gala on 4 June 2015 in DDB Group Singapore is Marketing’s Alma DDB was the highest winning U.S. New York. Agency of the Year Hispanic agency at all three of the award shows. adam&eveDDB wins at British Arrows Awards 2015 DDB Helsinki wins Most Effective Campaign at Grand One

DDB Group Singapore scored the coveted title of Overall Agency of the Year at Marketing’s Agency of the Year Awards adam&eveDDB hauled an impressive 2015, held in Singapore on 27 May 2015. two golds and one silver for the John Lewis Monty campaign at the recent DDB’s digital arm, Tribal Worldwide British Arrows awards. In addition, the Singapore, bagged a gold award and DDB Helsinki and McDonald’s Finland agency took home one silver and bronze the title of Mobile Marketing Agency of won the title of “Most Effective the Year, as well as two silvers in the for Mulberry as well as three bronze for Campaign” at the national digital Digital Marketing and Social Marketing the Volkswagen Value campaign. Finally, marketing award show, Grand One. category. DDB also picked up two silvers John Lewis took home the Advertiser of in the categories Brand Consultancy and Excellence award. Content Marketing, and a bronze for DDB and Tribal Worldwide win Creative Agency of the Year. 21 Honors at The Webby Awards DDB Oslo recognized at Golden DDB Hong Kong steals the show at Pencil Awards 2015 MARKies

DDB and Tribal Worldwide offices in Amsterdam, Milan, Toronto, Germany, New Zealand, New York and Chicago At the recent Golden Pencil Awards in garnered 21 honors in all five major Norway, DDB Oslo received one gold, categories. Of those, 12 standout DDB Hong Kong emerged as the 2015 four silvers and two nominations. MARKies’ most awarded creative campaigns were nominated to contend McDonald’s “Snapchance" was awarded agency of the night, after receiving a for The Webby People’s Voice Award. In gold and the agency took home silver for total of 11 trophies, as well as 4 other the end, DDB Germany was honored client Netcom. awards entered with media partners. with the Webby in Advertising: Best Use The agency scored 2 golds, 5 silvers of Mobile Media for their BIC “Universal DDB Canada wins Best of Show at and 4 bronze metals for a total of Typeface” and Tribal Toronto was named 2015 Bessies Awards 6 campaigns. the People’s Choice winner for Celebrating the best in Canadian screen Tribal Worldwide Singapore walked away McDonald’s “Fry Defender” in advertising, DDB Canada earned top with a gold award for Best Print Idea at Advertising: Mobile Campaigns. the MARKies for the campaign ‘Trust Us’ honors at the 2015 Bessies Awards. for client DBS Private Bank. DDB wins at North American Effie Presented by the Broadcast Executive Awards Society and produced by the Television Alma DDB is Most Awarded U.S. Bureau of Canada, Netflix’s “Pep Talk” Hispanic Agency at WAVE, FIAP and Winners of the North American Effie creative by DDB Canada was awarded USH Ideas Awards competition, which honors the Best of Show along with multiple wins in Three of the largest international creative most effective marketing the copywriting, direction and television awards festivals took place in April 2015 communications cases in the U.S. and categories.

3 Global Connect

Global News

DDB at Cannes people is important,” said Kassaei. DDB legend Keith Reinhard takes “What we should be doing is providing the stage with The Backpacker DDB has a rich history at Cannes. In relevance for people that is better and Intern at Cannes fact, the network has won more Grand more efficient. It needs to be about truth. Prix awards at the Festival than any Remember the reason why you love other agency network. In total, DDB what you do. The purpose isn’t about made 2131 submissions from 72 offices winning an award.” with some really strong work across every category and from every region. In the words of Campaign Brief Asia’s Claire Davidson, Kassaei believes we have to start now, as the latest moment, This year DDB had 12 jurors to re-navigate. We need to sit down and representing its network, including two reflect on what the true purpose of our jury Presidents: Juan Carlos Ortiz in industry is. We have to guide our clients, Outdoor and Andy Payne in Design. At this year’s festival, DDB legend and not confuse or bullshit them. We are not Chairman Emeritus, Keith Reinhard met smarter than our clients. We need to Mark van der Heijden, otherwise known Amir Kassaei packs a punch with have, and can have passion, dedication as ‘The Backpacker Intern.’ #DoThisOrDie manifesto and talent to change the world for the better. Mark hails from the Netherlands, but for Advertising used to have an impact on the last year and a half, has conquered society. People looked at what they were 6 continents (including Antarctica), doing that was relevant and valuable. It exchanging his creative skills to was meaningful. Stop. Refocus. Get rid of your phony ideas. It’s not about views, or clicks or likes. Collectively, we can make the world a little bit better. Use your talent to change things to a better Amir Kassaei, Chief Creative Officer, mould. Be honest to yourself. Respect DDB Worldwide, held a keynote titled people. Create influence by being “DO THIS OR DIE” in the Debussy relevant. Or die. Theatre of the Palais on 26 June 2015. Inspired by the classic “Do This Or Die” “I didn’t even get a photo because I had ad from 1969, he gave another wake-up my hands over my gaping mouth in call to the industry on what should really astonishment the whole time,” added Woods in her recount of the seminar. be relevant. agencies, brands and charities for food “Let’s not fall into the trap of doing things that are irrelevant and waste our and board in what has become an epic While everybody is talking about what talents. This industry is full of the most global expedition. In fact, he’s already will change, ‘Do This Or Die’ is all about creative, bold, exceptional people so graced three DDB offices in Vietnam, what will never change. An emotional let’s use our powers for good,” she said, Malaysia and California! Kassaei took the stage and blew the audience away with his heavy words reflecting on Kassaei’s hard-hitting charged with meaning. Following a week message. Mark has conquered the world and lived of celebrating awards, Kassaei’s sober to tell the tale, resulting in more than 750 Kassaei’s powerful wake-up call to the words “blew the whole damn operation job offers worldwide. Among his feats industry also hit a note with regular out of the water”, according to The can be counted presenting at TEDx Cannes blogger Paul Yole. “Although OTTO Empire producer Sophie Woods. Teen, scoring an invite to the White this was a much more subdued Amir You could hear a pin drop when Kassaei House as one of the 100 Most Influential implored his audience to stop creating than we are used to, his presentation Travel Bloggers, or coming up with the work for awards, suggesting that was incredibly emotional, impassioned, next big idea for a major Heineken winning awards only means you are provocative and timely,” said Yole. He campaign, All at the age of 28. good at winning awards. added that Kassaei is right to challenge the industry by asking whether it is Having experienced first hand the “We believe, in our advertising awarding stuff that has no relevance in “Creative Revolution” inspired by Bill arrogance, that what we are doing for life, and, in so doing, just kidding itself. Bernbach; Keith hails from the ‘Mad

4 Global Connect

Men’ era, a time before digital hit the to work together and help animals The Integration Jury consisted of a host scene where people were committed to survive. of the industry’s global leaders, including engaging the consumer with “humor, Jay Benjamin, Prateek Bhardwaj, Following a tense stand-off between wit and storytelling.” Francisco Cassis, Adam Kerj, Diego judges who were unable to decide Medvedocky, Marcus Rebeschini, Tiffany between the top two entries from The dynamic duo took to the stage to Rolfe, Alexander Schill and Luis Silva Australia and Germany, judges said that discuss everything from Keith’s account Dias. it came down to a toss of the coin, and of industry life during the ‘Mad Men’ era praised the Australian entry for its and the dramatic office antics that led Spike Lee inducted into AAF’s Hall simplicity, insights and excellence of him to meet his wife in the most unlikely of Fame execution. of circumstances, to Mark’s bountiful adventures across 30 different The American Advertising Federation adam&eveDDB's Murphy named AA internships worldwide, including three (AAF) inducted Spike Lee, Filmmaker, chairman separate visits to DDB offices in Founder and Chief Executive Officer of Vietnam, Malaysia and California. The Spike DDB, into the Class of 2015, at rising star also revealed his master plan the 66th Annual Hall of Fame (AHOF) for Wanderbrief, a global mobility Gala held in New York. Lee was among initiative built on the foundation of ‘Think nine other legends honored by the less. Do more’, headed by van der advertising industry for their Heijden himself, which he hopes will extraordinary achievements in raising send creatives to other areas to work. the standard for excellence. He accepted the “Golden Ladder” trophy As a final treat for the audience, DDB’s among long time friends and coworkers Amir Kassaei and Richard Tan joined The Advertising Association appointed at a special Induction Ceremony and Reinhard and van der Heijden to kick off James Murphy, the co-founder and chief Gala Dinner at the Waldorf Astoria. DDBingo – a raffle to give away books, executive of adam&eveDDB, as its new backpacks and an internship at chairman, replacing Cilla Snowball. Haydn Kerr hacked Facebook DDB China Group in Shanghai! He will work alongside Andy Duncan, DDB New Zealand Digital Creative Nancy Hromom, Director of the The the AA president and chief executive of Director Haydn Kerr attended the Misfits and also writer for B&T Magazine Camelot, and Tim Lefroy, the chief Facebook Creative Hackathon in Menlo won the all expenses paid trip to executive of the AA. Park, California, where he was the only Shanghai to join its Future Bernbach creative from outside the U.S. and the program. Murphy will look to develop the AA’s U.K. relationship with politicians and other DDB Melbourne’s Young Lions score Tribal Worldwide Shanghai ranked senior figures from outside the industry, silver at Cannes among World’s Best Digital Agencies as well as put the body’s agenda of by Warc 100 responsible advertising into practice. According to the latest ranking released Amir Kassaei at LIA by Warc 100, Tribal Worldwide Shanghai was number 15 among the best digital agencies in the world. Tribal Worldwide Shanghai is the only China agency listed in the top 20 rankings.

DDB Melbourne’s Jordy Molloy and Warc 100 is an annual ranking of the Chris Hanrahan secured the Young world’s 100 best marketing campaigns Lions Film silver. The challenge was to and companies, based on the tracking create supporting material for WWF and results of more than 2,200 individual its new tagline, ‘Together Possible’, award winners across 87 different about humans uniting for the benefit of effectiveness and strategy awards the planet. schemes held around the world. As a global marketing independent online The pair opted for a very simple Amir Kassaei, Chief Creative Officer, service, Warc’s annual list is recognized message about how animals have been DDB Worldwide, was named as the as one of the most reliable and influential working as a team to stay alive for Integration Jury President for the 2015 rankings in the marketing and centuries, and now it’s time for humans London International Awards (LIA). advertising industry.

5 First Person

Back from Kathmandu - Shaken, Not Stirred

was scheduled to kick off at 10:30 a.m. Shrieks were heard. Someone yelled, on 1st floor. People overslept. Some “Run down, don’t take the elevator”. came late. Some were nauseated, they Pandemonium prevailed. One heavy were called from the rooms, and some tremor rocked our day, which we had just came very, very late. begun with a workshop. We were jolted by a foreshock of 7.9 magnitude. Enough I was there before 10:30 a.m. and I yelled to bring on the panic, we ran down the the place down. Punctuality, I insisted, stairs and forgot all about anything in life! was most critical for future managers. When I thought I’d gotten the point We got a few moments to breathe a sigh across, I went easy and lightened the and get a hang of what had just Vandana Das situation. There were many new joinees happened. Then, we heard the rumbling President, DDB Mudra North and they introduced each other. If you again. Another after shock of Talking of the UNEXPECTED? Well, had to go to the casino with somebody, 7.4 magnitude! Scare got scarier. Fear here’s something that sent shivers down who would it be? That’s how they gave more fearsome. We had to sit on our the spine. Literally. Creepy. Real. the intros. We discussed vision for Delhi, knees with our head bent towards the Frightening. Welcome to my personal the 6 Ps, the service profit chain — ground, managing gravity. encounter with an earthquake. ‘People First’ prerogative and I initiated a DDB Mudra versus other agency’s in One brave business head of our office It was 25 April 2015. I could have never Delhi…analysis on chart papers. risked going in to the conference room on imagined this fun trip was going to prove the 1st floor, in the dark, a couple of a nightmare for the whole DDB Mudra That’s when… the lights went off. hours after the earthquake. He went team led by me. We landed the previous A terrifying sound of thunder was heard. looking for his cell phone, could not find it evening. Not unexpectedly, the plane Was it the generator? And what a but returned with wallets, hand bags, was late. But we didn’t care. We were in raucous one, we wondered. Then the chargers and all other cell phones that he Kathmandu and we were going to have floor shook. Not gently, not with notice. of course restored to the rightful owners. fun. Until yesterday, the Wiki page on Just all at once. The earth gave way Kathmandu had nothing ominous. Now under our feet. It shook and trembled so All 40 of us stayed in the open overnight, you will find these words on that page: badly that we fell down. Even those on after the quake happened, dressed and Kathmandu has been devastated by a chairs tumbled down. One moment, I prepared for anything that could follow. 7.9m earthquake that has resulted in was standing; the next, I came hurtling It stopped quaking but our minds were severe damages, along with avalanches down to the ground. Glass shattered. reeling. Since then, we dealt with many that occurred in Mount Everest on Things fell down from the top. We knew aftershocks. The young ones from our April 25, 2015. That’s my yesterday, folks. some terrible force was at work. team broke down and cried. Older ones were too terrified to speak or cry. We got in late on 24 April, checked-in at Some took shelter under the table to I hugged. I consoled. I grieved. I prayed. the Radisson Blu and then quickly escape things getting on to their heads. I got into action. reassembled for drinks and dinner, after which many of us proceeded to the casino at Yak and Yeti hotel. Each one secretly hoped that this would turn out to be a lucky day. Little did we then know what Fate had in store for us. It was fun and most of us returned at 2 a.m., while others got in at 3 a.m. and some straggled in at 6 a.m. Every one slept late, if they did. Little did anyone know we were shortly going to lose sleep, sanity, and all reason.

Everyone came in at their own time for breakfast the next day. The conference

6

Size : (W) 235 X (H) 345 mm First Person

My phone became most useful. Everyone ( KB 204 flight from Bhutan to Delhi via official….me with my limping foot and needed to get in touch with family. Never Kathmandu). Immigration, security done, courage filled heart, with all team thought telling someone that you’re alive we all reached the waiting area to hear members along side. My lieutenant was was so important! Our lives changed in announcements for boarding. And our Facilities Management Head who did those moments. We were operating out another earthquake rocked us, all the possible running around at all of the lobby. The parking lot became magnitude of 6.9. times, without batting an eyelid and was open bedrooms. The hotel staff was the last person to board the rescue plane. good, very good. They spread carpets, We all ran out to the outside airplane bay Hats off to him. gave blankets as it was cold, gave us area. After a few hours of waiting, we cookies and bananas. Bruises were learnt that our flight had been cancelled. And finally it paid off. We stood in queue. nursed. So we gathered all our people at one Gave names of all women in the team corner of the bay area at the airport to tell first, to the official followed by men. There People were desperate to go back into them the flight had been cancelled, not to was a long queue of many others also panic and not to lose hope. We shall the hotel. But did we dare? ahead of us. The ordeal ended when a together try our best to get out by night. In batches, we went in to have dinner. few of us got onto an IAF plane where all The long, starless night was spent in fear, people were stuffed in like cattle (we Along with many colleagues, I started gazing at the cracks in the earth. were, I would guess approx 250 of us on Encouraged everyone to sleep a bit and running from pillar to post for getting us board ). The rest followed by the next rest. I did not sleep as they were few out of this, pleading with the embassy IAF flight. others of the team who were tense and guys, the IAF people and even the airport awake. The dawn broke, we sighed with staff but to no avail. Meanwhile everyone We landed at Palam airport totally shaken relief. It was short lived for around was trying to pull and push through at 11.15 p.m. With God’s grace and the 6.30 a.m.…. another after shock. Not a higher up connections but all networks strong prayers of all our well wishers, we good morning at all ! had failed. What do you do when life takes you to the ragged edge of reality? were Alive, Unhurt and Back Home with our families. Now the next ordeal, how to get out of And you have 40 people looking at you the hotel? How would we reach the for helping them. You experience God. airport? We took out our list to tick mark all 40 on the list. Two hotel vans ferried us And, he answered. Through a contact to the airport in batches, and the TV provided by my sister, we spoke with an announced hope by declaring that our IAF pilot who was to fly a plane into flights had resumed. With this light in our Kathmandu. He told me that we should hearts, we reached the airport at 8.30 a.m. make every effort to get on to any plane only to find a sea of grieving people and not wait for him to arrive. There was queued up till another planet, waiting to space for two people in a small IAF board a rescue flight. plane……so we sent two young girls from our group. We pushed our way in to the airport and checked in our baggage and got our No one sat still. Everyone ran around, boarding cards at the Druk Air counter talking, begging each and every

7 The Highlights

DDB Mudra Group adds girl power to the Cannes Lions Festival 2015

Four female employees of DDB Mudra e.g., Chinese Food, Jeans, etc. This, Deboleena Chatterjee, a planner with West, Shivani Singh, Stephanie leading to more social conversations. DDB Mudra West, gave DDB Mudra Fernandes, Nivedita Agashe and Group its fourth accolade by being Deboleena Chatterjee represented India Selected as second runner-up in this named as one of the winners of the at Cannes Lions Festival of Creativity highly competitive contest were Pankaj Cannes Confessionals contest, where 2015. An unparalleled achievement by Nihalani and Prasad Kamtekar, also from participants were told to upload a simple 15-second film of themselves to any agency, thus far. DDB Mudra Group. Instagram or Twitter, tagged with #CannesConfessionals, explaining why Shivani Singh and Stephanie Nivedita Agashe, Group Head, they were in need of some Cannes Lions Fernandes from DDB Mudra West were DDB Mudra West was chosen as one of inspiration to become better at their job. announced as the winners of the Young the 12 women from across the world, The winners were jetted to Cannes for a Lions Print contest. The Young Lions invited to Cannes Lions 'See It Be It’ week of intense exposure to excellence Festival is a country-wise competition initiative. Initiated in 2014, the as an official delegate of the Cannes hosted every year by the Times Group, 'See It Be It' initiative aims to highlight the Lions International Festival of Creativity. for advertising and marketing's next talented creative women in the industry, generation including all those under the accelerate their careers; expose the Commenting on this achievement, age of 28 and 30 respectively. Each powers these women bring to the work, Sonal Dabral, Chairman & CCO, DDB country sponsor selects the best team and encourage agencies to nurture Mudra Group, said, " We are extremely from their respective country through a women’s careers from the inside. proud that not one, not two but four of rigorous judging process that includes DDB Mudra Group's young women the country’s most well-known Creative As part of See It Be It initiative, across professionals represented the country at Heads. three days (21-24 June 2015), Nivedita this year's Cannes Lions. This is testimony to the fact that within the new DDB and the other 11 women invitees were Mudra Group we have some amazing Out of the top three winning teams part of an inspirational and educational world beating young talent that’s starting chosen by the jury, two teams were from program which took place during Cannes to write the future of advertising in India. the DDB Mudra Group. The winning team Lions. The agenda included guided In a year that Cannes Lions is focusing on - Shivani Singh, Art Director and access to the jury rooms, meet and gender equality issues by introducing the Stephanie Fernandes, Creative greets with VIP speakers, dedicated Glass Lions and commendable initiatives Supervisor, presented their campaign sessions by industry leaders and by the like See it Be it, an all women achievers called ‘Sticky Solutions’ with the idea to Berlin School of Creative Leadership, and team from India has set a great example. expose stupidity, in and around things a mentorship event supported by More power to DDB Mudra. More power that have been said to ‘Cause Rape’, SheSays. to woman power."

Shivani Singh Stephanie Fernandes Nivedita Agashe Deboleena Chatterjee

8

Size : (W) 235 X (H) 345 mm The Highlights

See It. Be It. An insider’s Point of View - Nivedita Agashe

“I am so lucky to be a part of this with words, but with actions. view of where we could reach if we programme.” persisted. Over those three days we got the kind of “You are not lucky, you are talented. education and inspiration that will last us But to me, the most important part of And you deserve to be here.” a lifetime. We met people we had only this experience was what is going to last beyond the festival. The bond that I was able to form with some exceptionally talented, smart, extraordinary women. The time I spent with them and the things I learnt from them, and I’m still learning from them, has been absolutely priceless.

I hope the program will continue to grow and help women to draw strength from each other so that they can be the leaders that they have the potential to be.

This is part of a conversation that I ever hoped of seeing. The advice they happened to overhear and according to gave us was invaluable and their point of me forms the essence of a very special, view, not just on advertising but on life, very unique initiative started by Cannes gave us a whole new perspective on Lions last year. See It Be It. how we should approach both.

The original Mad Man Keith Reinhard didn’t just charm us with his quick wit but also told us that nothing is more important than passion and persistence in this industry. As women, we got an insight into what it takes to achieve all that you want from none other than Wendy Clark who told us that it wasn’t about balancing the act but integrating your life as a whole. We met the extremely fierce Cindy Gallop who urged As a part of this initiative, 12 creative women us to always speak our mind and fear nothing. Moreover, we also got to have were chosen from across the globe and one-on-one conversations with some brought together at the Cannes Lions brilliant people through the mentorship Festival for an inspiring three-day session. The fifteen minutes we spent programme. And this year, being one of with each of our three mentors gave us them may not have been my luck but it all a chance to ask the questions certainly was my privilege. foremost in our minds.

It was an initiative that questioned From the behind the scenes tour of the the lack of female leadership in jury rooms to the carefully picked advertising when clearly there is no lack schedule of some of the most inspiring of talent. It questioned why women are talks and workshops. From the chance underestimated, not just by others but to interact with the jury of the first ever also by themselves. And, it questioned Glass Lion to the award shows that why more women are not in the roles showcased the best creative work. The they deserve to be in. And it did so, not entire experience truly gave us a clear

9

Size : (W) 235 X (H) 345 mm The Highlights

DDB Voice 2015 rolls out

People come first at DDB Mudra Group. enhance the quality of analysis. As the to gather feedback – both positive and And nothing demonstrates this better name suggests, DDB Voice provides all constructive and to provide aggregated than DDB Voice, the independently run associates and employees an equal data that would help DDB Mudra Group Employee Satisfaction Survey that is voice in making DDB Mudra Group a take clear, actionable steps based on the rolled out every year. better place to work and helping shape results. its future. Last year, close to 800 respondents The analysis of the results will be rolled participated from the DDB Mudra Group. The third edition of DDB Voice was rolled Based on the unfettered feedback that out on 15 June 2015. The survey was out globally by DDB in September 2015. was received, appropriate changes were conducted by an independent third incorporated in this year’s survey to party, Pricewaterhouse Coopers (PwC)

only you can hear the ÄUK`V\Y VOICES employee engagement survey in your head

g in a eadin dverti sing L LEADING in advertising ...so tell us how you really feel. Look for the e-mail in your inbox lagging Tell us how you feel before July 3, 2015 in telepathy Your response is 100% CONFIDENTIAL Look for the e-mail in your inbox Deadline: July 3, 2015 we won’t know until you tell us ÄUK`V\Y FRQıGHQWLDO

employee engagement survey

DDB MudraMax announces New Structure

In line with the changing consumer and and this consolidation is the next step in independent charge of the business. market dynamics and the imperative achieving exponential growth. Sameer has been instrumental in need to offer seamless consumer delivering technology led solutions for engagement solutions to clients, DDB Aneil Deepak (popularly known as clients to help grow their business in the Mudra Group realigned its Media, OOH, Andee), Executive Director, DDB Mudra Field Marketing, Shopper Marketing and Experiential and Retail businesses Group and Head of Ideas, DDB MudraMax the Retail space. offered under the DDB MudraMax brand. was given charge of the DDB MudraMax Experiential business as well. Andee has Commenting on the restructuring, Sathyamurthy Namakkal, Executive taken the lead in delivering pathbreaking Madhukar Kamath, Group CEO & MD, Director, DDB Mudra Group and campaigns for clients in the Experiential DDB Mudra Group said, “Partnering our President, DDB MudraMax Media and Engagement space, viz., clients in solving their business (including Digital), was given additional Health Cha Shree Ganesh, challenges and rewarding top performers charge of the DDB MudraMax OOH The Misunderstood Scoreboard, in the Group have always been top business. This consolidation is expected Eye for an Eye. With the Experiential priority for us. Realigning the DDB to bolster the multi-channel media business added to his portfolio, the MudraMax business helps us achieve offerings of the Group and help clients Group looks to build innovative and both these objectives. We will also see benefit with access to the entire gamut of engaging brand experiences, that deliver several young and deserving talent in the services in Data Analytics, Media business growth for all clients. Group grow into positions of Planning and Buying across all media responsibility aligned to our constant touch points. Both units have grown Sameer Mehta, Head Business & endeavour of building an agile aggressively over the past three years Operations, TracyLocke took organization.”

10

Size : (W) 235 X (H) 345 mm The Highlights

Mother’s Day

The email circulated to all employees urged them, “This Mother’s Day gift your mother the best gift you can. Your time. Your mom is special. You know that. And we do too. But we’d like to know why. Tweet your reason using #ThanksMaa@DDBMudraGroup”.

The following four tweets, one from each region, were declared the winners:

“Maa is special because she makes me feel special 24x7x365.”

“Everyday I wake up to the smell of food and there she is sweating it out with chants of God in the background.”

“There is no age limit to needing you.”

Lord Krishna said, Maa to sabhi ki ek sii hoti hain, i.e., they all are special because they are mom.”

The lucky winners Ann Joseph, DDB MudraMax, Vinayak Dubey, DDB Mudra West, Ahmedabad, Sambit Mohanty, DDB Mudra North, Gurgaon and Vivek Ranganathan, DDB Mudra South, Bangalore were awarded a dinner voucher each – to be used for a date with mom.

Father’s Day

On Father’s Day, DDB Mudra Group The responses flooded in and were used "My companion, my friend, my teacher, found a unique way of saying thanks to all as posts on various social media pages my student, my critic, my son, my Parth." the fathers in its family who work so hard and platforms. Here are a sample of Ashish Phatak, Executive Creative to provide for their loved ones. some of the most interesting ones: Director, DDB Mudra West. It launched an unusual employee “My daughter is my laughter.” Arpan Jain, "To me, being a dad is telling hundreds of engagement social campaign which DDB MudraMax. stories, answering thousands of involved asking all the fathers across the questions and taking her to wherever she Group to respond to a set of three “Being a dad helped me understand the wants to go." Amit Kekre, National questions as follows: struggles, challenges which my father might have faced when I was growing Strategic Planning Head, DDB Mudra • What do you love most about being a up.” Nitin Singh, Business Director – Group. dad? Digital, DDB MudraMax-Media. • Complete the sentence: Being a dad “Being a dad makes me happy, mad, makes me... "The best part about being a dad is that frustrated, ecstatic - sometimes all of this • What have you learnt about yourself you see yourself growing up." Aneil at once!” Sambit Mohanty, Creative since becoming a father? Deepak, Head of Ideas, DDB MudraMax. Head, DDB Mudra North.

11

Size : (W) 235 X (H) 345 mm The Highlights

New Joinees

Shaleen Sharma: Shaleen Sharma has joined TracyLocke as Vice President – Strategic Planning & Analytics . He has worked in places like Boston Consulting Group, Mindshare and JWT. His last stint was with Wireframe where he was associated as a Partner and Chief Strategy Officer. Having worked across various categories, he brings on board a significant understanding of consumer engagement, brand management and building strategic marketing platforms that combine digital, media and entertainment domains. He has also been involved in developing a real time web analytics tool that is capable of integrating all the brand variables, like sales, click through rates, footfalls, etc. He has a Bachelor of Science degree with specialization in Genetics and Biochemistry, a Master’s degree in Brand Management and Marketing Research from MICA and is currently pursuing a PhD in Cultural Anthropology.

Vishnu Srivatsav: Vishnu Srivatsav has joined DDB Mudra South as Creative Head South & East. He has come from Grey Worldwide where he was Senior Executive Creative Director and brings in experience of over 15 years. He began his career with RK Swamy BBDO and thereafter worked with various creative agencies including FCB Ulka. Vishnu’s work for Duracell has won Cannes Gold Lions and Bronze Lions. He has also been awarded with a Cannes Bronze Lions for his work on DHL. His other accolades include an Adfest Gold Lotus, D&AD Inbooks, One Show Merits and Kyoorius Blue Elephants. Vishnu is deeply passionate about advertising. He loves X-Box, soccer, music and reading. He is also a big movie fan and never misses a film every single day.

Rajat Ray: Rajat Ray has joined DDB Mudra South as Associate Vice President. He is a seasoned professional with 16 years of experience with leading international ad agencies like Ogilvy and Euro RSCG, and with stints in national agencies like Fountainhead and Response. He has extensive expertise in B2B marketing and digital-social media marketing spaces. Rajat has worked on a diverse portfolio of brands spanning FMCG, durables, real estate, healthcare, apparel, BFSI and IT. Rajat has a P.G.Diploma in Marketing Management from Annamalai University.

Vijay Joseph: Vijay Joseph has joined DDB Mudra South as a Senior Creative Director. He comes with an extensive experience of more than 10 years in almost all the leading agencies in the industry. He has a wide-ranging exposure of working with various categories that include clothing, lifestyle, real estate, beverages, sports, automobile, etc. Vijay has won The One Show Award for designing an eco-friendly bag for Lifestyle in 2013. Vijay has completed his PG Diploma in Marketing & Advertising from Bharatiya Vidya Bhavan.

Suketu Gohel: Suketu Gohel has joined DDB Mudra North as Creative Director. He has more than nine years work experience, his last stint being with Publicis India. He has several awards from Abby’s and two Cannes Lions shortlists for Park Avenue clothing. Some of the leading brands he has worked on include Citibank, HDFC Mutual Fund, Ambuja Cement, Fiat, ICICI Bank, Park Avenue, Tata AIG, Colgate, Coca-Cola, Heinz, Tata Motors and Bank of Maharashtra. He has a Bachelor’s degree in Fine Arts from the M S University, Baroda.

Ankur Kalita: Ankur Kalita has joined DDB Mudra North as Creative Director. His most noteworthy recent professional achievements include a silver Lotus at Asia Pacific Adfest 2014, Thailand, a gold Spikes at Asia Pacific Media Spikes Awards 2013, Singapore, and EFFIE Bronze (India) 2013. He has served as a Jury Member – Adstars 2013, Busan, South Korea. His work has been featured in Contagious Magazine for creative excellence. He was a finalist at Cannes Lions 2011 and has many more awards to his credit. He comes from Cheil India where he worked as Creative Director. He has twelve years of experience and has worked on brands such as Pantene (P&G), MasterCard, Honda, Coca-Cola, NIIT, Whirlpool, Voltas, GlaxoSmithKline, Samsung, National Geographic, Max New York Life, Dettol, Domino’s Pizza, Volvo, Spice Telecom, Dabur, Aircel and Nestle.

12

Size : (W) 235 X (H) 345 mm The Highlights

Gyaan Sagar: Gyaan Sagar has joined DDB Mudra North as Creative Director. He comes from Grey Group where he was the Creative Director (Art). He began his career in 2001 with McCann where he was a Visualiser. The major brands he has worked on include Vodafone, Honda, Seagrams, Samsung, Canon, Big FM, Delhi Traffic Police, UTV, Air Sahara, Zee News, Sony TV, Blackberry. He was awarded a Merit in One Show Design for - Delhi Traffic Police and shortlisted at Cannes in Outdoor for – Killer Jeans. He has done Applied Arts from Delhi College of Art.

Rajesh Gola: Rajesh Gola has joined DDB Mudra North as Sr. Creative Director. He comes from JWT Delhi where he worked as Sr. Creative Director. He has more than 14 years of work experience in advertising with extensive experience in handling Still Photography, Print Production and Films. He has won a number of Account Pitches in his stints with Bates Delhi, Saatchi and Saatchi and Grey Worldwide. The brands he has worked on include Hitachi AC, Monte Carlo, Radico After Dark, Max Bupa, Mother Dairy, Bata, Airtel, VLCC, Delhi Police, ONGC, Zen Mobile, Dabur, Fortune Magazine. He has also worked with the acclaimed photographer David Wynn Jones for Print and TVC. He has a B.Com. degree from Deshbandhu Gupta College, Delhi University.

Tripti Surana: Tripti Surana has joined DDB Mudra North as Creative Director. Her last job was as a Freelance Creative Consultant and she has worked on leading brands such as UNICEF, GPI, Cremica, Done by None, Oranjery, MyRuh. Earlier she worked as Head (North) - Creative Services Team for Radio Mirchi where she had the opportunity to work on Pepsi, Coca-Cola, Airtel, Nokia, Uninor, Samsung, ESPN, Perfetti, Hero Honda, Maruti, Frito Lays, LG, Hitachi, Whirlpool. She has been awarded several silver and gold awards from the Advertising Club, Kolkata and from the Srijon Samman Awards Kolkata. Recognition has also been received at ABBY’s Mumbai, Luerzer’s Archive and the Kolkata Short Film Festival, 2006. She has a Master’s degree in English Literature from St. Stephen’s College, Delhi.

Moodbidri Prasad Rao: Prasad Rao has joined DDB Mudra West as Creative Director. He comes from McCann Erickson, Mumbai where he worked as Creative Director. Among his achievements can be listed a finalist in Print at Cannes 2008, a finalist in Outdoors at One Show Design in 2009 and a host of awards at Goafest. He has a Diploma in Applied Arts from the L S Raheja School of Arts where he ranked 1st in the state.

Vinit Sanghvi: Vinit Sanghvi has joined DDB Mudra West as Creative Director. He comes from McCann Erickson where he worked as Creative Team Leader (Associate Creative Director). Prior to that he was at Ogilvy & Mather where his last position was Creative Controller (Group Head). The major brands he has worked on include Parachute, Reebok, Piramal Healthcare, Tata Sky, ICC World Cup 2011, Mattel Toys, The Economist, Nerolac, Jet Airways, Škoda, Times Now, Godrej Interio, GoAir, Bombay Dyeing and Bharati AXA. He achieved a finalist at Spikes Asia 2014, two merits from One Show 2013, a bronze from Cannes Lions 2012 and a bronze at Abby 2011. He has a Diploma in Applied Arts from the L S Raheja School of Art.

Manoj Bhagat: Manoj Bhagat has joined DDB Mudra West as Group Creative Director. He comes from Greenapple Design, Mumbai where he was a Creative Director. He has more than ten years experience which includes a stint with DDB Mudra Mumbai. Some of the brands he has worked with include PE Bags - Aditya Birla Group, Indus Pride - SAB Miller, Orange Telkom, Deutsche Bank, Sony Walkman, UNICEF, Tata Motors, Magnum – Unilever, Cadbury, Toyota and Suzlon. He has been a finalist in AAAI Goafest and has won recognition from Indian Institute of Technology (IIT), Mumbai and others. He has a Bachelor in Applied Arts and a Diploma in Fashion Designing from the Faculty of Fine Arts, Maharaja Sayajirao University of Vadodara.

Gerald Roche: Gerald Roche has joined DDB MudraMax as Sr. Vice President Media Planning. He was earlier Vice President at Starcom MediaVest Group. He has more than 17 years of experience in media planning, buying and AOR management across multiple geographies in Asia, with client interests in FMCG, Luxury, Banking/Finance, Media & Entertainment, Automobiles and Aviation. Specialist in Media Planning & Buying, digital strategy and brand building innovations. He is a two time winner of the Grand Emvie (Highest Individual Honor) at the Bombay Ad Club Emvies Awards (2008 & 2012). The clients he has worked with include: Asian Paints, Axis Bank, Bharti AXA, Britannia Industries, Cadbury & Kraft Foods India, etc. He has many awards to his credit including the Media Abbies 2008 -09, Emvies 2008-09 and 2011-12 (Including Grand Emvie for Saffola). He has a Bachelor's degree in Arts and has done Mass Communication.

13 The Highlights

5th Little Sparks Contest

Shaurya, 7-year-old son of Nitin Singh, The others who made it to the shortlist Exectutive - OOH. They were rewarded for Business Director Digital, were Chiranjeev, son of Navin Subbarao, their imaginative efforts with a goodie bag. Associate Vice President, DDB Mudra DDB MudraMax Media was declared the The winner and the shortlist were South; Darsh, son of Paresh Joshi, Group champ of this year’s Little Sparks contest selected by Sonal Dabral, Chairman and Head IT, Ahmedabad; Rachit and Sagar, which attracted 61 entries from CCO of DDB Mudra Group. sons of Mahander Saini, Associate Digital 25 participants aged between 3 and 9. Pre-Press Services/Creative Services - Some of their work can be viewed below Shaurya was awarded a gift Gutenberg Networks, Gurgaon and and will be used as greeting card designs prize of ` 10,000. Avani, daughter of Amresh Jain, in the course of the year.

Shaurya, son of Nitin Singh Business Director Digital, DDB MudraMax Media

14

Size : (W) 235 X (H) 345 mm The Highlights

Wassup @ MICA

Sweet Success Universitat Jaume I, Castellon De la MICA-WCD (Women & Child Prof. Varsha Jain co-authored a working Plana, Spain. Development Department, Government paper titled, "The evolving nature of of Gujarat) Case Writing competition on political brands: a comparative study Anushree Karani (RA) presented a paper Gender Inclusivity - 2014 Award exploring the Internal and External Brand (co-authored with Prof. Rasananda Distribution Function. orientations of David Cameron’s Panda) on " Corporate Social Prof. Dhaval Patel who will be Conservative Party from 2010 to 2015" Responsibility: A way for image representing MICA at the Annual Meeting for which she received "Best Working management" at the Global Summit on in Berlin of the Muhammad Yunus Centre Paper Award" at the 20th International Corporate Social Responsibility jointly was also invited to give a talk at the Indian Conference on Corporate and Marketing organized by IIM Raipur, Indian Institute of Corporate Affairs (Gurgaon) and Centre for Corporate Social Responsibility Communication, Izmir University of National Law School of India University in Mumbai on "The Role of Communication Economics, Izmir, Turkey. (Bangalore). in Social Development Programs for Corporate Social Responsibility Initiatives". Events at MICA Prof. Rasananda Panda presented a The MICA Qualitative Research Group co-authored (with Diwakar Sharma, PGP Rashmi Taparia (RA) presented a paper (QRG) an initiative by Prof. Manisha - 2013-15 batch) paper on Understanding titled "Adoption of M-commerce by Pathak Shelat was launched. The QRG Big Data Analytics and Its Application for Incubators" at the International plans to focus on three aspects: Brands - An Exploratory Study at the 4th Conference on Telecommunication Advancing theoretical and practical grasp IIMA International Conference on Technology and Management 2015 on qualitative methodology, methods, Advanced Data Analysis, Business organised at IIT Delhi. and writing; organizing writing retreats to Analytics and Intelligence at IIMA. Lavji Zala (KEIC) was invited as a keynote accomplish goal-driven writing; and peer reviewing research papers with a clear Prof. Panda was invited to participate in speaker at the International Conference eye on publication and hold workshops. the “Conference on Regulatory Framework and Workshop on DSpace organised by for IFSC in India” which was graced by P.K. Chaudhari Mahila Arts College, The MICA monthly research colloquium the Union Finance Minister and the State Gandhinagar . series was hosted Dr. Ashwini Awasthi, Chief Minister, at the Convention Centre, Khyati Jagani (FPM 2014-17 batch) Professor in the Marketing area in Mahatma Mandir, Gandhinagar. He also presented a paper titled, "The multi-level Institute of Management, Nirma University, delivered a lecture on “Analytical tool for choices through multi-screen to attain Ahmedabad who spoke on “Effect of the business forecasting and its gratification from a live cricket match - Service Recovery Strategies and Causal importance in Business Development” at Identifying an Active Audience" at "8th Attributions on Perceived Justice”. the 12th National Level symposium on Doctoral Thesis Conference" at IBS Trends & Tactics of Business Development Prof. Pravin Mishra held a 2-day fun-filled Hyderabad. at Centre for Management Studies & workshop for children of MICA’s fraternity Centre for Media, Entertainment & Durva Shastri (RA) presented a paper called ‘Any Body can Draw’ (ABCD). Communication, Ganpat University, (co-authored with Prof. Rasananda

Ahmedabad. Panda) titled, “Policies pertaining to Thought Leadership Telecom Regulations in India over the Dr. Nagesh Rao was invited to be an Prof. Varsha Jain was appointed as years: its impact ", at the International Associate Member of the Executive co-track Chair of Academy of Marketing Conference on Telecommunication Committee of the Petroleum Science, AMS, 2016, a peer reviewed Technology & Management which was Conservation Research Association premier marketing event, organized at organized by Bharti School of Disney’s Contemporary Resort, Orlando, (PCRA), under the aegis of Ministry of Telecommunication Technology & USA. Petroleum & Natural Gas, Govt. of India. Management, IIT Delhi.

Prof. Dipti Kulkarni was invited to deliver a Prof. Manisha Pathak Shelat was invited Eminent Visitors to give a talk on "Transcultural Citizenship lecture on Proposal Writing at the School Professor Mike Ewing, Pro-Vice Chancellor and Media Literacy" at the Department of of Language, Literature and Culture & Executive Dean, Faculty of Business & Journalism and Communication Studies, Central University of Gujarat. Law, Deakin University, Australia. Sciences, the Autonomous University of Prof. Shubhra P. Gaur conducted 2-day Mr. Nicholas Booker, CEO, IndoGenius , Barcelona, Spain. She also presented a workshop by invitation on "Role Clarity, a leading provider of learning opportunities blind peer-reviewed paper “Cyberactivism, Role Efficiency and Motivational for international students in India. Civic Agency, and Social Change: Development" for the District Program The Significance of Discursive Civic Officers of Gujarat State Child Protection Ms.Kilmeny Beckering Vinckers, Deputy Action" at the conference on Society supported by UNICEF. She also Consul General, Australian Communication for Social Change, represented MICA at the joint Consulate-General, India.

15 Q & A

Everything you wanted to know about Sports Marketing. And then some.

Steve Dupee EVP - Business Development GMR Marketing

Can you give us a brief background programs, B2B hospitality and media The fact that this year's World Cup on GMR Marketing ? integration. was held in a futbol crazed country like Brazil only made it a more exciting Founded in 1979, GMR Marketing is an What are some the global brands and vibrant atmosphere than normal. award-winning global engagement that have used these tools ? There was a lot of talk about the marketing agency headquartered in preparedness of Brazil to host, and Milwaukee, USA. We create We have worked with some outstanding global brands in they ended up doing a very good job unforgettable experiences across with the logistics. While there were a sports, music, entertainment and supporting their sponsorship few minor issues around traffic, lifestyle — helping brands connect with marketing efforts, including SAP, parking, security lines, etc., overall it people via their passions. The outcome: Procter & Gamble, HP and Visa. was a very pleasant experience. GMR true connections that last. Our team of What was the purpose of your first has an office in both Rio and Sao 850+ creates, consults and activates in visit to India? Paulo and we have been building our 70 countries, from 17 offices in presence in Brazil for the past three 9 countries. Many of the world's best I was invited by the TATA Group to years, in preparation for World Cup known brands turn to GMR for insights make a presentation to their Global and the 2016 Olympics. It was great and analytics; consulting and strategic Brand & Corporate Communicators to watch our teams deliver planning; creative ideation and design; meeting, which was attended by outstanding experiences for our digital, social and mobile marketing; several hundred of their senior clients throughout the duration of the event and hospitality production and executives in brand marketing and tournament. much more. In 2013, we helped our corporate communications from the clients earn honors including Cannes various TATA Group companies. What are your plans for doing Lions, Webby, Effie and EventTech business in India? awards. In 2014, Sports Business Could you share the gist of your Journal named GMR the Sports Event presentation to the TATA Group? We are very excited about the and Experiential agency of the year. continued growth of sports and My presentation was on "Using Sports entertainment marketing in India. Can you tell us more about the to Build Your Brand". It focused on Working with our fellow Omnicom marquee sport and entertainment how to effectively build your brand on a agency, DDB Mudra Group, we events that GMR is associated with? global scale by partnering with sports organizations that your consumers are believe we can bring some deep To help our clients create unforgettable passionate about. I touched on how experience and knowledge in using experiences for their customers and sponsorships can help grow brand sports and entertainment to deliver on consumers through the passion those equity, create compelling two-way business objectives to the many people have around sports and dialogue with consumers, showcase Indian based companies who are entertainment, it's necessary for us to products and services in a relevant continuing their global growth. We be present at the biggest events in the way, create a point of difference from welcome conversations with anyone world. As such, we regularly build competitors, boost the effectiveness looking to get into the sponsorship programs for brands around the and impact of other marketing vehicles space, or further build upon their Summer and Winter Olympics, the FIFA and generate direct business existing efforts. opportunities. World Cup, the NFL Super Bowl, the What are your impressions of the Masters, Ryder Cup and other major India will host the FIFA U-17 World DDB Mudra Group? golf tournaments, Wimbledon and Cup in 2017, please share with us other major tennis tournaments, I've travelled to many countries and your experience at the FIFA World America's Cup, Kentucky Derby, NBA Cup in Brazil. worked with many agencies over the All-Star Game and many more. Our years, and there are few, if any who programs at these events cover the The FIFA World Cup is a global event are as welcoming, collaborative and entire spectrum from consumer like no other. The incredible passion of proactive in working with other promotions and experiential the fans who come to the tournament agencies and with brands, as the engagement, to cause marketing from around the world is unmatched. team at DDB Mudra Group.

16 Q & A

Charlie Dundas Business Development Director GMR Marketing

Please share with our readers a few brands including Microsoft, SAP, HP, done a marvelous job of looking after highlights of your career in Sports VISA, P&G, Nissan and Adidas. What I us and I genuinely can’t wait for the Marketing? really enjoy about GMR is that we are next trip. purely brand focused. I have been working in the sports What are your views on the sports marketing industry all of my career. What is the main purpose of your marketing landscape in India? I started out at IMG as an intern in 1999 visit this year? working on behalf of sponsor clients to There are two answers to this. ensure that they were getting the I met Madhukar during one of my first exposure that they had paid for via meetings and discussions have 1) The landscape in India is really sponsorship investments across rugby, continued from there about how we exciting. U17 World Cup LOC talked tennis, ice skating, golf and a whole might be able to bring our sports about that event as an inflection point plethora of other sports and marketing knowledge to the table to for the sport of football in the country. entertainment projects. help augment DDB Mudra’s domestic I think he is right, but the sponsorship Indian client relationships and unlock landscape has been going through a Like a lot of people, I was attracted to opportunities for the growing group of general inflection point since the birth the industry courtesy of my love of major Indian brands with global of the IPL as athletes, brands, media owners and fans alike have witnessed sport. What I learned at IMG is that aspirations to access the global first hand the benefits that major sport doesn’t happen without the sponsorship market place through corporate investment can have on investment of brands and media GMR. sport. Peoples’ passion has been owners – well, not professional sport in enhanced by greater entertainment, any case. Without their $$$$ or their Through Siddharth Raman, the perfect wider and more regular access to wider marketing support, no events opportunity arose to combine a ‘best in class’ sport and largely from the Olympics on down would ever speaking slot at the WOW Awards and speaking everyone has benefitted. be possible. Convention in Delhi with a number of Now other sports and entertainment client meetings across Mumbai and sectors have a path to follow and the From IMG, I moved to a smaller, UK Delhi. We met with two ISL teams, understanding across brands and focused sports marketing agency Mahindra, TATA, U17 World Cup LOC agencies about how to extract called Sportsworld Media Group, then and Hero and all of these meetings maximum value has increased on to MediaCom and Repucom before offer some level of opportunity. We are exponentially. landing at GMR in July 2014. certainly excited to be able to combine DDB Mudra local market knowledge 2) The landscape beyond India is Could you tell us some more about and contacts with GMR global sports important, as brands like Hero, TATA, GMR? marketing expertise and the signs are Mahindra and other indigenous Indian very promising. Hopefully, this will brands look to find their feet beyond GMR is a full service sponsorship and unlock the need for many more visits! the country’s borders. These brands brand engagement agency. We work are still feeling their way with global with a number of the world’s largest What has been your experience in sports sponsorship activation but brands to help them identify, negotiate, India and with DDB Mudra Group? there is no doubt that they will quickly manage and activate investments in to improve and become not only great engagement marketing. This often The experience has been an excellent sponsor brands but great takes the form of official sponsorships one. Getting an insight into the DDB ambassadors for India, similar to how (mainly in sport, but also in music) but Mudra world, meeting the people and Samsung and Hyundai have helped to can involve developing brand owned IP clients and seeing first hand what the revolutionize the world’s perception of and events bespoke to their objectives. market place is like in India has been Korea’s manufacturing capability and We work on behalf of a vast array of invaluable. Sid and the gang have quality.

17 Best of DDB Worldwide

Skoda | Built to Take Shit | DDB Stockholm

The Skoda Octavia Scout is a car that can handle rough situations, both on and off the road. It is a tough roader with higher stance sturdier suspension, reliable 4wd system, tougher body and undercarriage. Even so, the brand struggled to prove itself as a high quality, high performance car manufacturer and was the target of some, for lack of a better term, shit-talking from time to time which kept it in an underdog position. Tapping into these facts DDB built a campaign with a central activity consisting of a physical experiment wherein the car was placed in front of a custom-built, rubbish-throwing machine. This machine was connected to an online tool where people could verbally “unload” their everyday frustrations and have their words transformed into physical garbage. The location was chosen carefully to tune into the car’s rough characteristics: a barren stony beach with a de-saturated palette, a single tree in the background, framing the character of the white car standing on a white simple podium, disconnected from the harsh nature.

AT&T | Pledge Radio | DDB St. Louis According to the NHTSA, August is the most dangerous driving month of the year. This coupled with the most number of texting and driving related accidents in the city of St Louis created a sizable problem for everyone on the street. To help promote AT&T’s ‘It can Wait’ campaign against texting, a dedicated phone number was created so that people could call before getting behind the wheel to record voice messages reminding themselves about never to text and drive. Those messages were then broadcast as 30-second radio spots during the cities most dangerous drive times on the most popular stations. Pledge Radio broadcast thousands of messages and via radio and social media reached over 5,00,000 people in only three weeks. But most importantly it helped remind a city in their own voices that when it comes to texting and driving it can always wait.

Fundicion Argentina De Transplante Hapatico | The Man and the Dog | DDB Argentina

A touching commercial featuring a dying pet owner and his dog making its rounds worldwide will make you cry and consider donating your organs. “The Man and the Dog” ad commissioned by an Argentinian donor foundation showed off the strong bond between an older gentleman and his pooch, who travel everywhere together until a heart attack struck the man. The dog followed the ambulance car transporting his best friend to the hospital and waited patiently outside for developments, rain or shine. In a clever twist, the dog left with a woman who was supposedly the recipient of his owner’s heart. Within days of uploading the video to YouTube it had collected nearly five million views.

WECOMPOST | We Compost Bags | DDB New Zealand Every year, the equivalent of 1,866,664 trailer loads full of organic waste are sent unnecessarily to the landfill in Auckland, a mass so huge that it costs taxpayers approximately $77 million per year to dispose of it. So, in a bid to remind Aucklanders about the problem of food waste while simultaneously encouraging them to consider composting, We Compost (a network of New Zealand businesses committed to reducing and recycling organic waste) launched a campaign via DDB and with support from Auckland Council that enabled Aucklanders to trade their food waste for a variety of treats. As part of the campaign, Aucklanders were able to exchange a bag of food scraps for goods such as coffee beans, muffins and t-shirts. More than 40 local businesses came onboard in support of the event, with Kokako café, fashion label Sitka, Little Bird Organics café and Ponsonby Central. The crux of the campaign was to attach a value to organic waste, so that consumers started seeing it as something that shouldn't simply be discarded but something of value that could be traded.

1818 Volkswagen | Battery Vending Machine | DDB Russia KLM | Happy to Help | DDB Amsterdam

KLM, known for its social savvy and service ambitious global social campaign called #HappytoHelp. If you took both to new levels by promising to help had forgotten your passport on the way to the airport over, KLM travelers on any airline during #HappyToHelp arranged for a driver to take you back home to get it. If you were week. Eager to prove to non-customers the unsure, what to pack for that last minute trip to Ibiza, KLM gave quality of its customer service, KLM Royal you a tailored weather report. The airline even hired a speed Dutch Airlines offered help to as many boat on the Hudson River to help out anyone who risked travelers as possible—including those not missing a flight—any flight—due to being stuck in traffic on their even using KLM—on and offline, through an way to JFK.

Battery recycling is a problem in Russia, where in big cities like Moscow over 15 million batteries and accumulators are thrown away every year. One battery can pollute more than 20 square meters of the ground. To make it easier for locals to recycle, Volkswagen and DDB Russia installed The Think Machine, a specially-made vending machine that only accepted batteries as payment, in different parts of the country. The machines also enabled passersby to buy items from local community shops by parting with their old batteries. Two batteries would get them an anti-stress ball, four batteries would buy them a bottle of water, and for six batteries they could purchase an eco t-shirt. One single machine collected over 8,000 batteries during the first month it was installed. In comparison, a regular collection point in Russia usually gathered less than a thousand in a month.

AXE | World Cup | DDB Puerto Rico

McDonald’s | Superbowl Twitter | DDB Chicago

During World Cup 2014, DDB Latina launched a new campaign for its client AXE, the leading men's personal care line, which recognized women are paying attention to soccer. The new campaign for AXE warned its consumers that during this month, more help would be needed from its products, since soccer players' physical attributes would capture the ladies' attention. With phrases such as: "You watch the game, she watches the players;" "It's your legs versus 11 pairs of toned legs;" "You watch Spain, she watches the famous During the Super Bowl, several brands [Shakira's] boyfriend;" the AXE brand stood out from the turmoil of advertising trended nationally on Twitter, thanks to messages that highlighted sports pride, with its characteristic wit and humor either in-game commercials or pregame leading to the closing statement: "This month you'll need us more than ever." activity that ranged from TV spots to DDB Latina's new AXE campaign was carried out throughout Puerto Rico in product giveaways that people loved. print, outdoor and digital media outlets, as well as social networks and McDonald's, though, really stood out. The activations in places where people were expected to watch the games. fast-food slinger tweeted like crazy about

19 Best of DDB Worldwide

No Somos Delito | Holograms for Freedom | DDB Spain

KLM, known for its social savvy and service ambitious global social campaign called #HappytoHelp. If you took both to new levels by promising to help had forgotten your passport on the way to the airport over, KLM travelers on any airline during #HappyToHelp arranged for a driver to take you back home to get it. If you were week. Eager to prove to non-customers the unsure, what to pack for that last minute trip to Ibiza, KLM gave quality of its customer service, KLM Royal you a tailored weather report. The airline even hired a speed Dutch Airlines offered help to as many boat on the Hudson River to help out anyone who risked travelers as possible—including those not missing a flight—any flight—due to being stuck in traffic on their even using KLM—on and offline, through an way to JFK.

Protesters in Spain came up with a novel way of taking on a new law that limited the rights of the public to take part in demonstrations. Thousands turned out but nobody even came close to being arrested – because no one actually attended the protest. A number of holograms were projected outside Spanish parliament building, showing people across the globe, who were angry at the new so-called ‘safety’ law, which made it illegal to protest outside government buildings, insult police officers or refuse to reveal identification documents. 0n 10 April 2015, 17,857 people protested in front of the Spanish Parliament in the only way the Gag Law allowed them to. Turned into holograms. It was the first Ho logram Protest in History. And, hopefully will be the last.

Steinlager Pure | Sonar Deep Dive | DDB New Zealand William Trubridge didn't quite manage to break his own free-diving world record but, with the help of a big push from Steinlager and a live broadcast from TVNZ, he did manage to get plenty of New Zealanders to watch the attempt on Breakfast. Steinlager, DDB and Zenith Optimedia put in a big effort to promote the dive, with one of the highlights being the interactive 102m website. And it paid off. According to Nielsen other marketer's spots, and the stats, the cumulative audience reached was 209,700 in AP 25 messages garnered thousands of - 54 and 462,100 in AP 5+. TVNZ publicist Rachel Howard re-tweets. Twitter users were lovin' said during the dive at 8.10am in AP 25 - 54 the rating point McDonald's after the fast-food was 3.6 with a 47 percent share of the TV audience, and in 5+ company decided to give away the rating point was 4.2 with a 49 percent share. In addition to dozens of prizes that tied in with the TV viewership, there was also plenty of PR coverage for each Super Bowl XLIX advertiser's the stunt and lots of social engagement, in part because it ran commercial. The Golden Arches — the 'Tweet Sonar' during the dive, which saw updates running which ran a big game ad about across digital billboards. sharing love — offered up unique giveaways to those who re-tweeted flattering messages that it posted about fellow marketers. For instance, Twitter users who re-tweeted a McDonald's post about the toenail fungus medicine Jublia were eligible to win designer sandals and a pedicure. Those who re-tweeted a post about Microsoft could win an Xbox One. Some of the prizes were silly — such as airline tickets and a suitcase full of Doritos in a nod to the chip-maker's ad about an airline passenger. Other prizes included a $1,500 Discover Gift Card, a 2015 Toyota Camry and a 2015 C-Class Mercedes.

20 Mathrubhumi Classifieds | Goodbye foolish stones | New Vokswagen Jetta | Worth Everything | DDB Mudra West DDB Mudra South & East

Mathrubhumi, Kerala’s most popular newspaper believed that the people of Kerala (like all Indians) aren’t made fools of only on 1 April, it happened, every day. While the State Government of Kerala announces numerous In 2015, Volkswagen decided to re-launch the Jetta after a projects and public benefit programs with great fanfare, most never take communication hiatus of nearly four years. While not a key off. This apathy made it celebrate April fool’s Day, with a powerful volume player, the A notch segment is extremely important for message to the people and the Government through an interactive print Volkswagen, helping drive imagery and aspiration for the brand. campaign- Goodbye foolish stones. The print campaign showed The campaign had to improve awareness and consideration for foundation stones of largely publicized government projects which were the first and last step of the developments. The ads appealed the readers the new Jetta and heighten the aspirational image of the brand. to ‘open their eyes and react’. The call for action requested all to share To begin with, the audience was defined sharply. The Jetta instances of such neglect by the government through pictures, emails, owner was an achiever, a person who was taking his first step WhatsApp, or by contacting the Mathrubhumi’s agents and reporters. into the world of luxury and someone who reflected a new India The response was overwhelming with more than 1000 claims being received in just 3 days. After collecting all verified claims, the newspaper carried a special supplement named- ‘open their eyes and react’ on April Kingfisher Premium | #RuleTheIPL | 22feet Tribal WW Fool’s Day and shared it with the Chief Minister of the state. Kingfisher Premium aimed to dominate mind space and ensure such as exclusive reactive GIFs featuring cricket high recall. In keeping with its brand’s tagline ‘Divided by players from each team which were tweeted out at Teams, United by Kingfisher’, this Twitter-led campaign crucial moments. Cartoon GIFs of noted illustrator Lenskart and EBAI | Eye for an Eye | DDB MudraMax innovatively reinforced the brand’s association with IPL. It Abhijit Kini were used to inject a dash of humor. On 15 April 2014, India’s focused on uniting its audience by identifying key moments and Contests were run to give away match tickets and Supreme Court granted the emotions during the cricket season. It used several situations in other merchandise. The latest fad of the internet country’s Transsexual and the course of the IPL viz. #UnitedByCricket, #UnitedByCatches, Dubsmash was used to leverage the iconic Good Transgender individuals the #UnitedByVictory, #UnitedByWeekend…universal clarion calls Times jingle, ‘Oo La La La Le O’. The campaign right to self-identify their that brought together an audience that loves reliving and garnered 8 trending hashtags, 5 million Twitter gender. Making India the first rehashing every moment of India’s biggest sporting event. impressions, and was voted one of the best country in the world to formally Twitter teams in India and Singapore identified key moments campaigns of IPL 2015 by industry experts. recognize them as the third during the IPL and engaged the audience with unique content gender. To mark the one-year anniversary of this historic event, Lenskart and the Transgender and Transsexual community, gathered at Jantar Mantar and along with the support of the community from across the nation pledged their eyes as a thank you gesture to Hon'ble Mr. Justice A.K. Sikri who passed the judgment. The number of pledges that were received crossed 16,000 and the community has vowed to bring this number up to 2 lakh, making it the single largest pledge of the country. Justice Sikri and Justice Radhakrishnan in turn handed over the pledges to Eye Bank of India. In today’s world, brands need to show a heart, be humane and offer a point of view. Transgender and Transsexuals were always around but their presence was never acknowledged. So Lenskart sponsored the idea of Transgenders pledging their eyes, so those who can’t see, see. With a hope that those who can see, see too.

21 Best of DDB Mudra

fbb | 21 Days 21 Looks | RAPP

As India’s trusted fashion house, fbb was the honored sponsor of one of India’s most prestigious beauty pageants - Femina Miss India 2015. To cultivating refined tastes, and venturing beyond the leverage this opportunity the brand created a campaign ‘21 Days, 21 ordinary. The idea was to showcase the Jetta by Looks’ which gave the brand an opportunity to launch its collection on a heightening the desirability of the car, making it the mass platform and showcase it via the divas that the common Indian epitome of luxury, craft and quality, and ultimately woman could relate to. The campaign showcased each of the finalists the car worthy of his obsession. Thus was born modelling one unique look every day, for 21 days, and talking about their personal style mantras. This was published online across fbb's various “Worth everything”. A deeply human story of desire social media platforms. This campaign was also accompanied by a series and obsession was told through an unusual and of videos. Each day saw one finalist talking about their fashion resolution clutter breaking creative device – the chameleon. for the upcoming year, which was published to YouTube, with the hashtag #fresolution. The campaign went online on 21 March, 2015 and was later translated to print as well, which was also crafted by RAPP India.

Kingfisher Premium aimed to dominate mind space and ensure such as exclusive reactive GIFs featuring cricket Pudin Hara | Dil ka Dard ka Specialist | DDB Mudra North high recall. In keeping with its brand’s tagline ‘Divided by players from each team which were tweeted out at Dabur Pudin Hara is a herbal, effective remedy for stomach ache, gas and Teams, United by Kingfisher’, this Twitter-led campaign crucial moments. Cartoon GIFs of noted illustrator indigestion. It is one of the oldest and most important players in the Indian innovatively reinforced the brand’s association with IPL. It Abhijit Kini were used to inject a dash of humor. antacid segment. To create and strengthen its image a TVC was produced focused on uniting its audience by identifying key moments and Contests were run to give away match tickets and based on the premise that one can hide the pain of a heartbreak from emotions during the cricket season. It used several situations in other merchandise. The latest fad of the internet public eye, but not the uneasiness of a stomach ache. The TVC opens with the course of the IPL viz. #UnitedByCricket, #UnitedByCatches, Dubsmash was used to leverage the iconic Good two friends having a meal at a restaurant. One of them is teasing the other #UnitedByVictory, #UnitedByWeekend…universal clarion calls Times jingle, ‘Oo La La La Le O’. The campaign about a newly-wed girl at the next table, making the guy visibly disturbed. that brought together an audience that loves reliving and garnered 8 trending hashtags, 5 million Twitter His facial reactions lead one to assume that the reactions are due to rehashing every moment of India’s biggest sporting event. impressions, and was voted one of the best long-lost love and heartache. The twist in the tale comes in when he Twitter teams in India and Singapore identified key moments campaigns of IPL 2015 by industry experts. confesses that the reactions are due to stomach ache and not heart break. during the IPL and engaged the audience with unique content The minute-long film was released digitally, on television and in-cinemas on May 11, 2015.

22 Best of DDB Mudra

Royal Challenge | Make a bold move | Dhara Kachi Ghani Mustard Oil | DDB Mudra South & East Zyada Jhanjh Chahiye? | DDB Mudra North

Royal Challenge, one of India’s leading whisky brands wanted to strengthen its position amongst the youth. To bring alive the Dhara has a strong lineage in the mustard oil category and brand promise that Royal Challenge inspires one to drop aimed to reinforce the position of Kachi Ghani Mustard Oil inhibitions and make a bold move, a one minute film was by positioning it as an aid to better taste due to its Jhanjh, created and used across digital platforms and television. Set a word which commonly stands for pungency but in a club, the film captured the rush one experiences while colloquially also denotes attitude in the Eastern parts of going against convention and taking a risk. Using the word the country where it is consumed the most. The campaign ‘No’ in various elements to showcase the clichéd ways people made extensive use of television, outdoor, digital and print advise you to follow, the story shows the protagonist making mediums. The three ad films which comprised the larger the bold move and asking the girl for a dance. The hurdles that part for the campaign correlated Jhanjh to a person’s cross his path and the metaphors that tell him to question his attitude. A series of 3 different scripts showcased an goal are a depiction of real life. The story closes with the girl upcoming singer, a political party worker and a footballer, delightfully agreeing to the dance. The lyrics of the soundtrack being guided by their mentors. The films had the used in the ad film were penned by Sonal Dabral, his third stint protagonists show their best work to the mentors and the at writing song lyrics. The ad film was well received with more mentors advising them that while they have the required than 562,000 views on YouTube alone. talent, they did not have the X factor (Re: Jhanjh) to make it big. The films closed with a call for action to use Dhara Kachi Ghani Mustard Oil for consumers who want Uttam Symphony | Pankhe What is This? | DDB Mudra West jhanjh, Behtar Swaad.

UNICEF | Paheli ki Saheli | DDB Remedy

The objective of the campaign was to educate the early menarche girls about menstrual hygiene and how to tackle the menstrual cycle by developing an Over the years, the key segment of people who desire an AC, informational audio-video. but find it unaffordable to run has been explored. With this This empowered the girls campaign, the focus was shifted from “AC desiring homes” to better understand the to “inert fan homes” and the pitch was changed from physical and behavioural “rationalization” to “upgrade”. Since Symphony was changes that come with looking for exponential growth in the category, the inert fan puberty. Explaining health homes seemed to be the largest market ripe for conversion. issues and topics which are They displayed a mindset that understood the requirement of way too sensitive, to children cool air, but continued to use fans due to inertia, lethargy or is difficult. The best solution force of habit. Also there was the fact that fans are pretty much was to convey to them in a playful way so that they taken for granted in homes. Every home has them and people don’t take much pride or don’t have any relationship with the understood better and also remembered. To do this, fan category or brands of fans beyond its functional utility. The riddles were presented to the girls by their peers, with TVC urges the fan households to upgrade to “Symphony” in a whom they are most comfortable talking. These riddles humorous manner. The fact that fans circulate and throw hot air related to menstrual hygiene and as they solved them, they whereas people are looking for cool air in the hot summers was were introduced to the concept of menstrual hygiene and identified as the pain point in the creative expression. The TVC how to manage the same. Apart from a film, print, posters, was supported by print, POS, radio and digital. a flipbook and diary were also used.

23 Thus Spake Zeigler

The science of marketing and the case for creativity

agencies will be better placed to justify The theories are complex, but that investment. compelling. So how do they link to creativity? On the surface, a focus on So what can creative agencies learn from reach and ‘salience’ seems to favour a this ‘marketing science’? And does it numbers-driven, media-led approach. support a case for investment in And it is certainly worthwhile for creatives creativity, or undermine it? to understand the importance of reach. Brands have to know they are talking to It’s all about the consumer as many of the ‘right’ people as possible. Ehrenberg’s starting point was not That is why so much emphasis now advertising, but buyer behaviour. He goes on the media plan before anything looked for recurring patterns in else. consumption behaviour, and the way But ironically, a better understanding of Is marketing an art or a science? It’s an people purchase brands within a given the ‘science’ of marketing supports the old question, but still relevant. category. case for creativity. The great mistake many clients make is to assume that, When we talk of creativity, we often think It is hard to sum up decades of analysis basically, any creative treatment would of flashes of genius that cannot be in a few lines, but some key points work within the ‘right’ media schedule. predicted or controlled. But, in recent include: That is definitely not the case! years there has been a push to introduce • Patterns of purchasing and brand a more scientific approach to marketing. Being distinctive sells loyalty are very similar across categories And clients are listening. and markets. Big brands tend to have As Andrew Ehrenberg wrote 10 years Most creatives will not be aware of slightly higher rates of purchase ago in the Journal of Advertising Andrew Ehrenberg. He’s not up there frequency than smaller brands. The big Research, the need for a brand to be with the likes of Bill Bernbach, DDB’s tend to stay big, and it is very hard for a ‘distinctive’ elevates brand storytelling founder, in the industry’s pantheon. But small player to grow significantly. above concerns such as brand the ideas of this economist, who died in differentiation and selling propositions: • Brand loyalty is rare. Consumers 2010, are increasingly winning converts. "… Advertising a better mousetrap is switch between brands, and tend to The Ehrenberg Bass Institute, which he fairly easy if it is in fact a bit better. One have a repertoire of brands they choose co-founded, works with some of the can, for instance, just say so. But having from. biggest brands on the planet. Its staff of to center your advertising on adding year ‘marketing scientists’, among them • Penetration should be a brand’s goal; after year some indiscernible 'Whiter and Professor Byron Sharp, has written some success is most likely to come from Brighter' product-boon can restrict the of the most influential marketing books persuading the mass of infrequent kind of creativity that aims at memorable and journal papers of recent years. impacts for the brand. buyers of a brand to buy it slightly more It is crucial that the advertising industry often. Reaching this mass of light buyers "In contrast, publicising a brand gives understand the arguments they make, is key. ample scope for imaginative insights for two reasons: ('The Big Idea') and for disciplined • Consumers rarely remember much marketing communication skills ('Always 1. They talk in terms of growth, and how about a brand. Certainly, most of a Coca-Cola'). This can stimulate creativity, brands grow – and growth is the number brand’s finely honed work to create that is, distinctive and memorable for the one concern for any marketing director. differentiation versus the rest of the brand out of next to nothing. This seems And, if you have read my other posts, category is wasted. It is more important the hallmark of good advertising as we you will know I believe, if the creative for consumers simply to remember the know it.” industry is to present a convincing case existence of a brand when they come to So creativity can create the to clients, it must understand this growth make a purchase in that category. ‘distinctiveness’ a brand needs to enter a agenda. • It is better to pursue ‘salience’ rather consumer’s buying repertoire. If the goal 2. At a time when the advertising than ‘differentiation’. This means the role is ‘telling a brand story well’, that should place creativity at the heart of marketing. industry is losing influence, it is crucial to of advertising is to remind consumers show that creativity is a worthwhile that a brand exists and to get the brand And, there’s more good news for the investment. By presenting creativity in a into the consumers’ ‘repertoire’. It is creative industry. Marketing scientists more ‘scientific’, more predictable light, about nudging more than persuading. also make the point that consumers

24 Thus Spake Zeigler

need to know which brand an ad is for. achieving growth, and is seeing lies in the heart of a business. Creativity, That does not mean a pack shot in business rise as a result. with its role properly understood, every frame. It means building a distinct becomes a key investment for growth. Wrigley's, a subsidiary of Mars look and feel that can act as a shortcut And our industry - with its knowledge of Incorporated, Eclipse, through the to remind the viewer about the brand. consumers and human insights - is best ‘Hello’ campaign, is one of the brands That requires consistency. It requires a placed to drive this growth if we properly that has benefited. Mars’ Snickers, long-term approach where creativity ‘you’re not you when you’re hungry’ is practice creativity and prove to builds a recognisable identity over time. another. As Bruce McColl of Mars and marketers that we do more than make Our work with Devondale, dairy co-op Rachel Kennedy of the Ehrenberg Bass ads. in Australia, is a great example of client Institute wrote in 2012: “Grabbing the Indeed, the need to be distinctive, and and agency working together to build a attention of light users of a brand to find new stories to tell that link a distinctive character for the brand. To demands that the advertising gets brand with a particular category in establish an emotional connection with noticed. The goal is to engage—to pull people’s minds, opens up new our customers – rather than selling viewers’ heartstrings, tickle their funny opportunities for the creative industries. them on rational product benefits – we bones—but not to do so at the expense It means requiring deep knowledge of decided to use humour in a category of branding. Both creativity and science categories or consumer segment. It that would generally not. The work won can—and should—work together.” Devondale and our DDB Melbourne may also mean engaging with the client The result? A more effective marketing agency Ad Campaign of the Year. differently to understand the potential. department. “One of the great benefits Ultimately it means reassessing our A call for a more effective marketing of applying the laws of growth across current model and changing it to department the business has been the increase in reinforce and deliver creativity to a credibility of the marketing function,” Another of our client’s, Mars growth agenda. I feel confident this will they continued. “When marketing Incorporated is one major brand happen, mainly because it is already becomes fact-based, it is dramatically profitably pursuing some of Ehrenberg’s happening in many agencies, but more compelling for general managers principles. It has tested the theories, wouldn’t our world be a better place if and chief financial officers to “trust” the and found they fit the categories they more clients understood the case for marketing recommendations.” work in around the world. It has creativity and the impact this has on retrained its marketing teams around I have no doubt that creativity’s future growth?

Meet the Chief Innovation & Growth Officer

digital and tech solutions to generate opportunities. growth for agency clients AJ was in India recently on his first visit • engage properly practised creativity and he was highly impressed by the and innovation for long-term business creative, imaginative, and innovative growth thinking and ideas from across DDB Mudra Group and 22feet Tribal. • apply creative thinking across He was really thrilled to see how many business processes to deliver a passionate people make up the India competitive advantage and new team. revenue streams According to him, the opportunities that • connect the best minds within the abound in the Indian market are agency in order to look at business substantial and the team that has been problems from a different perspective put in place is prepared and ready to Anthony James aka AJ is the Chief AJ works closely with Tribal Worldwide take these challenges head-on! He is, Asia Pacific, and spearheads the therefore, very excited to be working Innovation & Growth Officer at DDB. commercial success of innovative digital closely with a team that is open and He has been tasked with taking head solutions for DDB's clients – from willing to learn from other markets and on the challenge to: mobile apps to web-ordering systems experience and adapt to the local to e-stores and interactive retail assets – market. This is why he believes that the • provide focus to DDB Group’s as well as enhancing client revenue future looks very bright and the innovative business growth solutions streams and customer engagement to possibilities limitless for DDB Mudra • commercialize new and existing 'hack' into creative business growth Group and 22feet Tribal in India.

25 Guts & Glory

The Asset Triple A Awards 2015

In an award ceremony organized at Hong Kong, DDB Mudra Group and Deutsche Bank were awarded The Asset Triple A Awards by Asset Publishing and Research Ltd. for being the Best Cash Management Solution in India. The award was presented to Anurag Bansal, Chief Financial Officer, DDB Mudra Group.

The Asset Triple A Awards is Asia’s defining recognition for excellence in the financial industry. This reputation has been built upon the stringent methodology, combined with the rigorous approach to the selection of the winners of the coveted Triple A (Asset Asian Awards). The awards are adjudicated by The Asset’s Board of Editors who collectively have several decades’ worth of evaluating industry awards in Asia.

The recognition was conferred to DDB Mudra Group and Deutsche Bank following a stringent awards process which involved a formal written submission, a half-day assessment meeting with the independent judging panel and client interviews and feedback.

Cannes Lions

DDB Mudra Group won a Bronze Lion in the Outdoors category for its entry for Volkswagen at the 25th edition of Cannes Lions held in June 2015. The work titled ‘Identity’ has won at various other award shows too. Apart from this, 'Misunderstood Scorecard' an outdoor campaign for Zee News was shortlisted in the Media category.

AMES 2015

DDB Mudra Group won a bronze for Big Bazaar - Sabse Saste Din at the AMES Awards and Conference held on 3 June 2015, at the Grand Hyatt Singapore.

As the must-attend event for everyone who is involved in effective brand strategy, the Conference provided excellent opportunities to hear from the "big thinkers" in the industry, and to engage in client-agency discussions on strategic brand solutions. Presentations of shortlisted entry case studies from the 2015 Awards offered unique insights to today's most successful brands.

26

HotStuff Book Issue Size : (W) 235 X (H) 345 mm Guts & Glory

Kyoorius Awards

Kyoorius in association with D&AD, announced the winners of the 2015 Advertising & Digital Awards at a spectacular celebration held at DOME @NSCI, SVP Stadium in Mumbai.

DDB Mudra scored big time, winning the only Black Elephant awarded this year. The Black Elephant is the highest award presented by Kyoorius and is equivalent to the Grand Prix in other award events.

DDB Mudra won the Black Elephant for its direct marketing campaign, Health Cha Shree Ganesh for Zydus Wellness Ltd's Nutralite. The campaign for Nutralite gave everyone’s favourite portly idol a healthy makeover – with a physically fit statue and equally fit priest, accompanied by sugar-free modaks and offerings at a pandal in Mumbai. Devotees could participate in Zoomba workouts while waiting in line and donate calories while DDB Mudra also picked up six Blue Elephants giving it the second-highest working out on a treadmill. tally of trophies after O&M at the Kyoorius Awards.

Goafest 2015

DDB Mudra Group brought home three gold, five silver and two bronze Abbys from Goafest 2015. ‘Health Chaa Shree Ganesh’ for Nutralite received a gold Abby in the Brand Content & Entertainment category, a silver Abby in Brand Activation & Promotion, and a bronze Abby in Experiential Advertising. ‘The misunderstood scoreboard’ for Zee News received a silver Abby in Branded Content & Entertainment and a gold Abby in OOH - Travel, Entertainment and Leisure. The agency’s negative space series for Volkswagen, which highlights the Bi-Xenon headlamps, automatic distance control and hill hold functions, received two silver Abbys in Print Craft – Best use of Illustration and OOH – Automotive Vehicles and Accessories, and a gold Abby in Print Single – Automotive Vehicles and Accessories. The agency’s retail campaign for Hometown, including print for ‘TV unit’ and ‘Dining table’, received a silver Abby in Print Single – Household Products and Maintenance. Finally, the Hand 1, 2 & 3 campaign for ‘Care Mate’ received a bronze Abby in the Toiletries, Cosmetic & Healthcare category.

FAB Awards 2015: DDB Mudra Group bags India’s only metal

Winners of the 17th International Food and Beverage Creative Excellence Awards were announced in London on 28 May 2015. DDB Mudra Group and McCann Worldwide were the only two Indian agencies to be nominated, with the former emerging as the only winner. DDB Mudra won the FAB in the Experiential Campaign category, for its ‘Health Cha Shree Ganesh’ entry on Nutralite.

27 Thought Leadership

Sonal Dabral

speaks at New York Festivals

Sonal Dabral, Chairman & Chief Creative Officer - DDB Mudra Weber Shandwick and the other panellists, included Patrick Group participated in a panel discussion on ‘Hactivists, Coffee, Senior Editor - Adweek Blog Network, Graham Lang, Activists, and Trolls: What happens when the bot fails?’ at the Chief Creative Officer - Y&R (South Africa) and Anna New York Festivals from 14 to 21 May 2015. The discussion Qvennerstedt, Senior Partner / Chairman of the Board / was moderated by Michael Schiferl, Executive Vice President Copywriter - Forsman & Bodenfors (Sweden).

judges at D&AD

He was invited to judge the Outdoor Category at D&AD in London on 21 and 22 April 2015. One of only a handful of truly prestigious award shows in the world, D&AD is arguably the toughest. One of DDB Mudra’s entries at D&AD this year, a Poster 'Bi Xenon Headlamps' for VW won a coveted D&AD Pencil.

reminisces at Goafest 2015

Sonal also moderated a Q&A session with his old friend and hit director of 'Queen' Vikas Bahl as part of the Knowledge Seminar at Goafest on 11 April 2015. They spent the hour reminiscing about their days at Ogilvy, nights spent playing pool and snooker, talking about creativity and, of course, ‘Queen’. Totally impromptu, the session was straight from the heart and the audience enjoyed it for that reason.

28

HotStuff Book Issue Size : (W) 235 X (H) 345 mm Know More

Amit Kekre National Planning Director DDB Mudra Group. True Gender Equality

Hurray for the race towards equality! demanding boss to her husband at work On the other hand, there are women I’ve Gender equality in particular. The effort and goes back home to cook up a full known who don’t have a maternal bone has been yielding, slowly but surely. dinner for him is unreal, unfair, and in their body. unequal. Unlike Ariel’s #sharetheload and The journey though, of the archetypical P & G’s #thankyoumom campaigns that Biology is not the only marker in deriving nurturers playing on equal footing with offer support and recognition. a person’s worldview. Whatever a the proverbial providers hasn’t come person’s biological predisposition, their without collateral damage. Get this, the Ladies, you can only be the boss lady at personal choice should be the only index contemporary woman - she changes work if you are also the slave lady at by which they should decide their role, diapers as she closes a business deal, home! This pressure of the ‘also’ is awful. nurturing or providing. If a woman’s bakes a cake as she catches a con-call, This broadening of roles is schizophrenic. choice is to fly a fighter plane, so be it. picks up groceries as she parades back We want equality; how about, if a woman And if it is to make paper planes for her home from work. All-round perfection? brings in the dough, she needn’t knead it kids instead, so be it. Just don’t make Or double jeopardy? All this to prove the fighter pilot go back home and make also. Or, if a man takes care of the home, herself equal in capacity and capability the paper planes also. he needn’t provide for it also. to men. These images of ‘supermoms’ and The root problem is a society not Multitasker. Superwoman. All rounder. ‘superdads’ can be, for some, an recognizing that ‘sitting at home’ (What Fatigued. Tired. Overwhelmed. She is effortless personal prerogative, but as does that term even mean? Who sits at pressured to perform in a world that prescribed performance pressure, they home?) is an actual, real and legitimate makes her misery her merit, her grief her stifle and suffocate. True equality will be job to which we need to ascribe a glory, exposing a deep malaise; a society when we celebrate the either/or, monetary value. Nurturing is just as failing to recognize that the very essence regardless of gender tags, for what of equality is difference. The premise of strenuous as hunting. Why monetarily they bring to the table and not put the equality rests on recognising and reward one and take the other for pressure of the also. respecting the differences between granted? Homemakers, regardless of people and considering their inherent their gender, should be entitled to an True equality will be when we monetize diversity as equally essential in the equal share in the revenues of the what the nurturer does at home, which, functioning of the world as we know it. incoming salary in the household. I suspect that when you put a number Nurturing and providing are two sides of on what she does might add up to a a complete picture. Take either out and Now, it just so happens that most number as high, or in fact, much more the picture pales. Regardless of who women are better homemakers. than that of the ‘Chief Wage Earner’, wears which hat, we must credit them Intellectual harakiri as it may be in times pointing towards a surprising side to the for what they bring to the table. where ‘Is the woman’s place only in the equality debate: kitchen’ is the liberal-feminist war cry, I The problem worsens when media - ask, ‘so what if it is? Why is it something Is it possible that if at all, in this difference movies, TV soaps and adverts to be apologetic about? Women are built between men and women, it is the unwittingly celebrate this double differently. They can make babies, men women who maybe, just maybe a notch whammy, all the while thinking they are can’t. This biological benefit alongside superior? contributing to progressive thought. others arguably makes women The Airtel advert where the woman is a ‘biologically’ more suitable for nurturing. That’s another debate. For another time.

29

Size : (W) 235 X (H) 345 mm Know More

Cairo Marsh Former Managing Director, DDB Group, Japan Loyalty alone is never enough

I graduated during the hey-days of loyalty give you their data and buy from you this Another issue is the money you spend marketing, getting my career started in relationship isn’t based around “true on loyalty limits what you can spend on the 90s in New York. I even spent a few love” – you guys are both going in eyes acquisition. In other words, loyalty formative years working at American wide open and both getting what you spending takes away from investing in Express, supporting the king of all loyalty want, right? company/brand growth. programs – AMEX Membership Rewards. No. Now don’t get me wrong, you know your business better than I do and actually I’ve worked on loyalty programs across You are getting nothing. I am all for cultivating deeper customer 10 countries and three continents with a relationships. But a loyalty program is not variety of different features from points to What you are doing is paying a customer the best way to get there. stamps to discounts to content, etc., to continue to buy from you (key note – etc., etc. you are not investing in that customer. Consumers today either love you or are Investments have a finite time period – increasingly indifferent. Don’t incentivise What do I think today? Loyalty programs after which you can stop paying and the indifferent customers to come back are outdated and brands need to really continue to reap benefits). Instead of to you. think about loyalty as an objective if paying customers – you could spend they’re planning to launch one. that money on any number of marketing Go beyond loyalty. The goal is advocacy. programs and drive a lift in sales. This is not a play on words – it is a critical shift in thinking. There are two main reasons why loyalty programs don’t work as well today: The other argument you might make – is Don’t fight to keep and grow the same that a good loyalty program creates a customer – fight to delight that customer • The truth is for most brands (with a switching cost. It makes the customer so so much so that they unlock new couple notable exceptions) people are invested in the value that they have revenue opportunities for you. less – not more – interested in earned with you, that it is hard to switch connecting directly with you. to a competitor. Think about Apple. Yes – it is an easy and obvious example, so hopefully it’s • People are also pretty sophisticated And, I agree with that approach – if your also one we can all agree on. consumers of marketing content these business is an airline. While I like Apple, and while I am days. They know you are just dying to currently the owner of an iPhone, an add them to your database collection. The cost of building up hundreds of iPod, an iPad, a MacBook Pro and an Of course, if they are your customer, and thousands of miles is huge and the Apple TV – I think it is important to you are handing out free stuff (points, benefit of a lounge or an upgrade for a understand that their success is not rewards, etc.), they will be happy to take long flight is worth maintaining your Gold based on them offering a superior these items off your hands. But that isn’t status. But if you are a retailer, or a product alone. Their success is also loyalty – it is intelligence. beverage maker, a coffee shop, or even deeply rooted in their fans. Apple fans a hotel – it is not that costly and won’t have convinced and converted the rest “So what” – you might say? take that long for a customer to duplicate of us into believing that if you want If a loyalty program can get customers to that value elsewhere. technology there is Apple or abacus

30 Know More

(or maybe a Samsung these days). Going beyond loyalty is harder. But it is more rewarding (to brands AND Apple customers create social pressure consumers). on others to buy Apple. To go beyond loyalty you have to: Apple customers – unlock growth. It’s WAY beyond loyalty. • Design your program to be a living, sustainable articulation of your core Now, you may not shape an industry brand/product promise. Offering miles like Apple has – and your brand might makes sense for airlines – does it for Technique for its own not be the sexiest. But it is your you? Offering points per transaction leading-edge followers who have the makes sense for credit cards – does it sake can be disastrous. ability to shape your brand perception. for your brand? Because, after a while, you’re so anxious to • Understand that advocacy only You can build a program to encourage comes from authenticity. You can’t do things differently, advocacy. fake it. A brand that creates visceral and do them better communications has to stand for It’s precisely what Nike did with Nike+. and funnier and more something consistently. They didn’t pay people to shop, brilliantly than the however they created a way for fans to • Commit to your program as a core next guy, that becomes celebrate the brand and influence brand asset. It doesn’t live within the the goal of the ad, broader consumer perception. CRM team, it lives at the C-suite. instead of the selling of the merchandise. It is also what Patagonia did with their • Ensure the program empowers the Common Threads Partnership program customer via the brand. Make the http://www.patagonia.com/us/common brand a consumer asset. Patagonia via BILL BERNBACH Said -threads/. By working with eBay to eBay becomes a way the consumer establish a program that allows does some environmental good while customers to resell usable Patagonia making a little money. Nike+ allows the gear, they are not only creating consumer to celebrate their fitness. consumer managed outlets for the I believe the brand that serves the brand, they are reinforcing the brand consumer best is the brand that usually values of conservation and wins. Going beyond loyalty is a way to consideration of the environment. do that.

31 Media Spotlight

Business Today - 07 June 2015 Brand Equity - 03 June 2015

IMPACT - 05 April 2015 ET - 22 April 2015

DNA - 25 May 2015 HT Mint - 12 May 2015

32

HotStuff Book Issue (Page 32) Size : (W) 235 X (H) 345 mm Last Word

Now Hiring: Your New Personal Assistant

For 40 years, it’s been the stuff of science fiction to be able to talk to a computer and have it talk back to you. Sure, there were demonstrations like ELIZA in the 60s and attempts like Ask.com and Microsoft Clippy since then, but still nothing quite like Captain Kirk’s computer or the HAL 9000.

Suddenly, things are changing. As we speak, the biggest technology companies are quietly in a new arms race—the race to reign supreme with a natural language user interface. Why? Because unlike with other computer interfaces like keyboards, mice, or touchscreens, most people have mastered the learning curve for speaking by the time they’re three. As a direct result, companies are now realizing that the more intuitive the interface, the more people will use it.

IBM launched the first salvo when Watson won on Jeopardy back in 2011. Apple followed suit by acquiring Siri and building her into every new iPhone later that year. Google quickly caught up with Google Now the following year. This year, watch Amazon as it takes orders for Echo, Microsoft as it rolls out both Cortana and its attempt at Skype’s real-time translation. Apple once more as it releases the Apple Watch, and JIBO as it comes off a record-setting Indiegogo campaign.

How do you prepare for this impending shift where users everywhere are chatting it up with their virtual personal assistants? The answer might surprise you: search optimization.

Implications: No matter how fancy the interface gets, remember that at its core, all of these “personal assistants” are really searching for things. Whether you ask Siri to tell you tomorrow’s weather or ask Google Now to find the best pizza place nearby, they’re continually “searching.” So great SEO practices—understanding the short-tail and long-tail phrases your users are looking for, creating authoritative and engaging content to answer those needs, and having your users spread the word about you via links and social—will still be the keys to success in this brave new world.

Editor - Pilloo Mullan | Editorial Team - Siddharth Raman and Akanksha Mishra | Cover Design -Dhrupal Mehta, Art Director, DDB Mudra West. Artwork – Vithal Malgundkar and Sachin Panchal | Print Production – Chandrashekhar Deshmukh and Hrushikesh Inamdar, Gutenberg Networks India.