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Cutting Noise out of Data Is the Biggest Challenge Today

Cutting Noise out of Data Is the Biggest Challenge Today

October 16-31, 2019 Volume 8, Issue 8 `100 CUTTING NOISE OUT OF DATA IS THE BIGGEST CHALLENGE TODAY

INTERVI EW GAURAV JEET SINGH General Manager - Media, South Asia, Unilever 12

8 10 16 PLUS APURVA PUROHIT For all the Lady Bosses 10

TATA SALT In Gandhi’s Footsteps 15 MOST-VIEWED ADS Best Creatives 21 POND’S OPPO The Smile Says it all Reveal Your Festive Glow A Deeper Connect MOVEMENTS/APPOINTMENTS is looking The latest ad urges people to How to operate in a beyond and originals. express themselves freely. fragmented Indian Landscape Who’s Where 22

EDITORIAL

This fortnight... Volume 8, Issue 8 here is an English expression, ‘Too much of a good thing.’ If you want a great place in which to use that turn of phrase, consider data. EDITOR T Sreekant Khandekar October 16-31, 2019 Volume 8, Issue 8 `100 Marketers, publishers and pretty much everybody else is inundated with data. PUBLISHER CUTTING Because technology allows us to capture it, data must be stored. And because it is Sreekant Khandekar NOISE OUT OF DATA stored it must be analysed, often to death. And that’s where the fun begins. EXECUTIVE EDITOR IS THE BIGGEST You will find this fortnight’s cover story interview with Gaurav Jeet Singh, Ashwini Gangal CHALLENGE TODAY Unilever’s boss man for media for all of South Asia, insightful. He talks candidly PRODUCTION EXECUTIVE Andrias Kisku of the paradox of having far too much data in digital vs just enough of it in ADVERTISING ENQUIRIES INTERVI EW traditional media like TV and print. How to cut the noise out of the data is his Shubham Garg GAURAV JEET SINGH General Manager - Media, big concern. 81301 66777 (M) South Asia, Unilever Noida And mind you, this is HUL, with all the resources as its command and 12 Apoorv Kulshrestha experience that spans the world. Even it struggles with extracting the insights from 8 10 16 PLUS 9873824700 (M) APURVA PUROHIT 10 Noida For all the Lady Bosses the mountains of data. How do lesser companies manage? The answer: poorly. TATA SALT In Gandhi’s Footsteps 15 Nikhil Jhunjhunwala MOST-VIEWED ADS The first issue is finding insight in the noise. The second is that information Best Creatives 21 RITESH SIDHWANI POND’S OPPO The Smile Says it all Reveal Your Festive Glow A Deeper Connect MOVEMENTS/APPOINTMENTS 9833371393 (M) Excel Entertainment is looking The latest ad urges people to How to operate in a beyond films and originals. express themselves freely. fragmented Indian Landscape Who’s Where 22 within a company is normally assembled in silos and integrating it all usefully can be difficult. Vijayalaxmi Yadav 9930547767 (M) It is also surprising how much of the data companies maintain so lovingly is Mumbai plain wrong. (The commonest is that the contact details of clients or customers [email protected] are outdated) Three, changes in technology mean that the way in which data is MARKETING OFFICE organised has to be updated constantly. And, lastly, companies have quite a job B 3, Ground Floor, Sector 4, getting data analysts good enough to interpret the information and make business Noida-201301 Uttar Pradesh. sense. MUMBAI To end with another old English expression: if you can’t come to grips with 302, Makani Center, 3rd Floor, Off Linking Road, (W), data, you could end up missing the woods for the trees! Mumbai-400050.

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CONTENTS 17 JSW GROUP ’s Got Colour Should there be a connection between a brand and its cause? Experts weigh in.

18 11 19 19

KISHORE CHAKRABORTI Demystifying the Modern Consumer THE BODY SHOP PANASONIC LIFE SOLUTIONS LENSKART The former VP, consumer Skin Deep Switch to a Better Life Deo Formula for Ads insights, McCann Worldgroup A look at the brand’s first-ever A closer look at Panasonic Life Young college students are the India, on his new novel. television outing in India. Solutions’ new TVC. target audience.

afaqs! Reporter, October 16-31, 2 0 1 9 5 2016/-(inclusive taxes).

3495/-(inclusive taxes).

INTERVIEW RITESH SIDHWANI | CO-FOUNDER | EXCEL ENTERTAINMENT “A Series is Like Shooting a “

n 2017, when Amazon’s video-on-demand else. These content creators are looking at platform — Prime Video — launched ‘Inside digital very seriously. For us, we have decided IEdge’, a series that revolved around controversies to do only ‘X’ number of shows because this circling franchisee cricket, India was yet to have a creating process can drain you out creatively. taste of local premium television. Content creators in This is not a factory that you can keep churning India hardly had any experience of creating premium out series after series, you have to read the episodic content featuring big names as material, write it, see if it is relatable. You have actors or directors. to take full responsibility once your brand ‘Inside Edge’ was produced by name attaches and that’s why we’re in no rush, and Ritesh Sidhwani’s Mumbai-based studio, Excel else it’ll adversely affect the brand. Entertainment. The makers of ‘’, ‘’, ‘’ and ‘Lakshya’ then went As you devote more attention to creating on to create more digital originals. ‘Mirzapur’ and digital content and people start consuming ‘Made In Heaven’, created by the film production more series, do you think it would cost and distribution company, also aired on Prime Video. theatrical cinema? Recently, Excel Entertainment announced that No, not at all. In fact, if you look at the box its feature film ‘’ will make it to office, after OTT platforms started creating television as an animated series, which will be aired on shows, numbers have only gone up. Earlier, Discovery Kids, starting October 12, 2019. So, after it was rare for a film to hit `100 crore in feature films and originals, is Excel Entertainment collections, now every other week a film is eyeing a broadcast entry? Here is what Ritesh hitting `100 crore. Movies with good content Sidhwani, co-founder, Excel Entertainment, had to are sticking in. Cinema and OTT are two say to Anirban Roy Choudhury. Edited excerpts: different mediums, people go out to watch cinema because it is an outing, which offer Fukrey is set to air as a TV series on a different experience and it is community Discovery Kids, does it mark your entry viewing. Whereas, watching OTT is more into the broadcast business? individual and on demand. You can watch it in We are not producing this, actually, we have a car, or during a break at work… I think both just given them the licence to use our characters cinema and OTT are going to co-exist and and franchise. We are not involved in creating When it comes to complement each other to grow. the final version and, in my opinion, it is good as they are the masters of what they do. We are OTT, we do not get How is making a series different involved in ensuring that they share a creative to interact with the from making a film from the studio’s brief with us and stick to the philosophy and perspective? ethos of the franchise and its characters. viewers unless it is It is a medium where you need to involve your on social media partner right at the scripting level. Whereas in Okay, but you are already creating series the case of films, if I like a story and I know for digital platforms, would you like to get or gatherings. I have to make it, I cast it and got out and into television broadcast as a producer? RITESH SIDHWANI release it the way I want. I am not dependent To be honest, we do not have the bandwidth to on anyone. But when it comes to OTT, I have get into television at this juncture. Nor do we to be dependent because each platform has its understand the television audience well. There own S and P guidelines, they know what kind are already a lot of players creating content for opportunity to create new talent and new of shows they want to do and what they want television who are masters of the field. stories. Earlier, we had to limit ourselves to to ignore. A series is like shooting a film. We shoot certain formats, for example, we had to tell a it over a period of 12-18 months and then story within a set amount of time. Now, we can What is your biggest OTT challenge? release it in one go, like a film. We get another tell stories without restricting ourselves to act The biggest challenge for us, while we are year before we release the second season. We one, act two and act three. This freedom excites creating OTT shows, is that the platforms do sort of have a handle on how to work on an us because we believe this is only the beginning not share the feedback with us. All they do original series. We have made ‘Inside Edge’, of what can happen digitally. is call us and say, you are commissioned to ‘Mirzapur’ and ‘Made In Heaven’. I am more do three more seasons. In theatres, you get excited about this than getting into television. As digital grows so will the demand, do immediate feedback on the number of people We have our hands full at this stage as we are you think you have enough resources to who went and watched your film. When it working on a couple of new series which will meet that demand of premium episodics? comes to OTT, we do not get to interact with be released next year and then we have the May be we were one of the first ones, but we the viewers unless it is on social media or second seasons of our already released shows. are not the only ones for sure. There are so gatherings. It is exciting actually. The other day Then, of course, we have our feature films. many other creators, producers and production I was sitting next to a very affluent lawyer on houses who are stepping into this realm. I a flight, and he was watching Mirzapur, which It has been two years since ‘Inside Edge’, don’t think there will be a lack of content. If I was released some time back. The lawyer told what is your observation of the digital cannot give them a show they will go to Karan me that he loved the show and was unable to space? (Johar, ) they can go to sleep without finishing it. n It is growing rapidly. Digital has given us an Adi (, Raj Films) or anyone [email protected]

8 afaqs! Reporter, October 16-31, 2 0 1 9

ADVERTISING

POND’S Reveal Your Festive Glow The ad is part of the brand’s #SeeWhatHappens campaign. By Abid Hussain Barlaskar

ody image dissatisfaction and be a story in itself or about the insecurity among women is functional features of a product. This Breal. Numerous research and is neither.” studies conducted around the topic, Swamy mentions the ad campaign both globally and in India, suggest that for the Always line of feminine and such insecurities lead to stress, bad menstrual hygiene products from health, among other adverse effects. P&G. “Any woman who looks at The latest festive season ad from the the Always ads, regardless of the age campaign #SeeWhatHappens from group, will be immediately touched. Pond’s urges people to overcome the Most of the ads don’t even show the insecurity and express themselves brand. It has to be done all out.” freely. The ad is for BB+ fairness “What really struck me was the cream and has been crafted by Ogilvy. entry of the guy in the end. Why was Festive seasons are about it necessary? The final affirmation wearing clothes of your choice and from a male takes it all back to the looking nice. But then there is the What actually stands out is the idea of a age of the Fair & Lovely ads. It conversation around the perfect fit, fairness cream helping a girl realise that she doesn’t seem progressive to look at a be it the two piece ghagra-choli or guy for validation, which is actually a saree with the peeking belly. The doesn’t really need the ‘patli kamar’. a step away from what the ‘boxer’ ad ‘Reveal Your Festive Glow This ad tried to say. It is more about the Season’ features a girl getting ready solve-problem ad and Pond’s is EXPERTS SPEAK brand character. The Pond’s that for a Garba dance session. But her getting itself into the cause-led Brand and consumer expert Sita we saw in the ‘boxer’ ad cannot be concern about her plump tummy communication, what actually Lakshmi Narayan Swamy (former different from the Pond’s in the against the thin waists of her friends stands out is the idea of a fairness Rediffusion Y&R, UTV Media, Zee, BB+ ad,” she adds. leaves her worried and insecure. cream helping a girl realise that she JWT) says that while the storyline is Shashank Lanjekar, head — However, post a good look at herself doesn’t really need the ‘patli kamar’. true, the creative and the execution strategic planning, Taproot Dentsu, in the mirror and a little pat of Where is the product fit? did not move her. “It could have says, “There is a stated link in the the Pond’s cream, she regains her In the previous ad from the same been more touching and the heart message. Duniya ko apni ‘chamak’ confidence and joins the dance, to be campaign that features a girl secretly is completely missing. The idea of dikhao, phir dekho kya hota hai. soon wooed by a guy. learning boxing, the girl used a being evaluated by other girls or Chamak, or glow, is the product The ad takes note of the body Pond’s face wash to wash off the women provides really fertile ground benefit of the Pond’s offering. And shaming that transcends to the makeup that she covered her bruises for telling a story for any personal the urge is to focus on your glow digital world. The girl is worried with. She goes on to open up to her care product. I know many plump (intrinsic) rather than on external about her dance turning into a ‘fat mother about her secret. women who get nervous while aspects such as body shape.” n girl dancing’ viral video. But while it But does the BB+ ad fit the bill? dressing up for occasions such as [email protected] is understood that it’s not a product- We ask the experts. weddings, etc. The ad could either

life that I tried to impart in my book is that APURVA PUROHIT everything in life is a lesson. All the anecdotes in the book have subtexts of a lesson. The message I’m trying to send is that there are so many For All the Lady Bosses Out There women facing the same problems. I want to give them a sense of hope, courage and optimism and A new book talks at length about women and their trials and embolden them to handle their problems.” tribulations at work. By Aishwarya Ramesh Purohit identifies herself as a feminist and emphasised that anybody who believes in purva Purohit, president of the Jagran towards imparting insights to people gender equality is a feminist. Her book also Group, dons many hats. An author is one through storytelling and that’s what her briefly touches on the #MeToo movement Aof them, and her latest book ‘Lady, You’re books aim to do. She says the book is not and she calls it an outpouring of support the Boss!’ is a sequel to her first book. It discusses just for women “It’s for anybody who is and sisterhood and believes this kind of the many challenges that women are faced with trying to build an organisation or for solidarity is what women need to when they take an active and competitive part in anyone who is attempting to create foster. the workforce. Purohit released her first book an ecosystem. They will find Published by Westland ‘Lady, You’re Not a Man — the Adventures of a lessons in prioritising, focus, on Publications, the book is available Woman at Work’ in 2013. how to measure performance on Amazon, Flipkart, and offline Over a telephonic conversation, Purohit and so on. The biggest bookstores for `250. n mentioned that she has always been drawn insight I took from my [email protected]

10 afaqs! Reporter, October 16-31, 2 0 1 9 ADVERTISING PANASONIC LIFE SOLUTIONS Switch to a Better Life A closer look at Panasonic Life Solutions’ new TVC and viral content. By Aishwarya Ramesh

t’s a never-ending battle between content consumers, content Icreators and the algorithm that stands between the two. In today’s digital landscape, the nature of viral content is changing fast. Everyone is trying to attain their five seconds of fame — whether you’re a marketer trying to grab consumers’ attention, or a content creator who wants their work to get noticed. Panasonic Life Solutions’ new brand campaign ‘Naye India Ke Badhte Load Ke Liye’ is a play on this thought. In the new TVC, the focus is on Bakul Bose — a middle-aged social media addict — who is always on the lookout for new ways to create viral videos. A press release says that the intended message of this TVC is that Panasonic Life Solutions (also known as Anchor by Panasonic) switches can bear the burden of excessive load even when people are being ‘experimental’. Panasonic Life Solutions, as a company, is a one-stop shop for complete home solutions and an industrial service provider. afaqs! “One objective was Reporter had the opportunity to catch up with Sunil Narula, senior The second objective was to connect EXPERTS SPEAK to connect with a VP, marketing, Panasonic Life with a younger audience. Our focus According to Rohit Raj, creative larger audience and Solutions. Leo Burnett, the agency was always on retail level and BTL chief and co-founder, Glitch, it’s the brand has been working with for advertising. Over the last few years, possible that the brand may have then grow market the past year or so, is responsible for our focus has changed a bit and we’re got its target demographic wrong. this campaign. focusing on using mass media to “When someone is shifting houses, a share in that “We have 50-55 per cent market effectively connect with consumers. switch is the last thing on their mind, category.” share, but as soon as you enter Besides our conventional campaign, if they’re staying on rent. Consumers the space of premium switches, we are also using digital and OTT who are 25 and above, more likely to SUNIL NARULA be potential house owners, may pay more attention to such details.” In the new TVC, the focus is on Bakul Bose For Raj, the ad was well shot, but rather than being focused on the — a middle-aged social media addict — the product seemed to be a force product. A piece of content with a fit for the concept. “It seems as if storyline is more likely to go viral.” who is always on the lookout for new ways they’ve tried to emulate what the Chattopadhyay, a content creator TG does — create lots of content. himself, runs an educational YouTube to create viral videos. But the problem is that in the ad, channel ‘The English Nut’ where the product is not easily noticeable at he focuses on imparting knowledge our market shares dip to 10-12 platforms to ensure the younger first. I’m not sure how much thought about the English language and its per cent or even less, in certain audience is more strongly connected went into implementation.” nuances. During the course of the cases. One objective was to gain to us,” says Narula. Sumanto Chattopadhyay, conversation, he points out that these market share by connecting with a The media spends for this chairman and chief creative officer at days, things such as fake news are larger audience and then eventually campaign has been divided as such 82.5 Communications, believes that going viral for the wrong reasons and grow in that category. The brief — 70 per cent is focused on ATL content needs to be meaningful in it’s more difficult for organic content to Leo Burnett was to ensure that advertising and the rest is being spent order to go viral. “It should have a lot to go viral. n this category gets ‘premium-ised.’ on BTL advertising. of meaning for the target audience [email protected]

afaqs! Reporter, October 16-31, 2 0 1 9 11 he breadwinner of an Indian family that washes clothes with Wheel and uses Lifebuoy to shower travels to and from work by the local metro. Five Tyears ago, the commuter killed time on the long and boring journey by reading newspapers; today he is glued to the mobile screen. Does he notice the billboards enroute? Or listen to the radio any longer? That is just a small example of the enormous change in media terms that has swept India in cities, small towns and villages. And what does that mean to Hindustan Unilever (HUL) (turnover: nearly `40,000 crore), which needs to communicate with virtually all Indians for its long list of brands, including Brooke Bond, Fair & Lovely, Kissan, Kwality Wall’s, Lipton and Pond’s, among others? This challenge of media planning lies squarely in the court of Gaurav Jeet Singh. He has spent more than a decade in the company. After joining as the regional sales and customer manager in 2008, he became a branch sales manager before taking over as marketing manager for Pureit, the water purifier. In 2014, he was moved to the media function and is now the general manager - media for Unilever’s entire South Asia market. Before joining Unilever, Singh had his own logistics business, which he had started after a brief stint at L’Oréal in 1998. INTERVI EW At the recently concluded Mobile Marketing Association’s convention, Impact - 2019, Singh spoke on ‘Leveraging data for precision GAURAV JEET SINGH marketing’. On the sidelines of that event, General Manager - Media, Singh gave an exclusive interview to afaqs! South Asia, Unilever Reporter. Edited excerpts:

There is so much discussion around data. What do you think about that? Marketing has always been data-based. We have used sales data, marketing data, data from studies, we have used data in terms of brand CUTTING NOISE OUT pyramids. Again, TV has demanded hardcore data-based planning. What is drawing a lot of attention these days is the scale at which data is being generated. That’s OF DATA IS THE BIGGEST because the consumer is spending a lot more time on interfaces where you have the ability to generate return-path data. That is where digital 2.0 has become so powerful. It has allowed data CHALLENGE TODAY signals to pass back and that, for me, is a very big change - the sheer scale of data and how we By ANIRBAN ROY CHOUDHURY leverage it. That scale opens up an opportunity to market to consumers in a more relevant fashion.

12 afaqs! Reporter, October 16-31, 2 0 1 9 COVERSTORY

TV, Print and Digital: which of these That is why the future is all about partnerships. poses the greatest challenge in These could be cross-functional within the data terms? organisation, these could be partnerships with The challenge is quite paradoxical. competitors in some cases or perhaps with start- In TV and print, there is a certain lack of WE NEED TO ups. Hence, I don’t see the old world of owning consumer-level data, but there is enough of it FIND A GOLDEN the entire interface as being the answer. It will for you to use it powerfully in an actionable be about how you create platforms where you fashion. In the case of digital, the irony is that MEAN ON ALL can leverage the skill sets and value that any new there is so much data that you get data-lost and MEDIUMS TO BE partner could bring into the mix and then take you don’t know how to use it emphatically for it to scale. business results! ABLE TO USE DATA Hence, the core opportunity sits in balancing IRRESPECTIVE What about the rural parts? Has this paradox of a lot of data in digital but very the way in which you reach out to little actionability as against very little data but a OF WHICH consumers there changed? clear course of action in other media. The reach We are looking at that audience very differently. numbers are clear as are the readership numbers. PLATFORM IT GETS We have access to that audience through media, There aren’t too many variables thrown at you. GENERATED ON. which was not the case before. In the last 10 We need to find a golden mean on all years, there has been an evolution in how mediums to be able to use data irrespective of consumers are using media in rural areas. which platform it gets generated on. Because of the deep penetration of mobile data, mobile devices are selling there and opening With digital spewing so much data, There is debate on whether an up media platforms. We see the role of voice in do you wish you could get more out advertiser should try to route that consumer set. It is a completely different of TV? communication through one agency audience that engages with digital in a very The issue is not more. In a country of our size, or whether it should be through a different fashion to what we thought. It is a new the opportunity lies in figuring out if we can get slew of specialised agencies. opportunity that has now opened up, and one larger representative samples for all mediums Specialist agencies and boutique houses are which was not available before. and not just TV. We have more data today than the bane of marketing and media! I say this we have ever had in the history of marketing because marketers are increasingly looking for Have you managed to gather and this allows us to take more informed calls an integrated view of consumers and media enough data from rural areas to and decisions. Like it is always said, data is a investments, an integrated view of how understand consumer behaviour in glass half-full or half-empty, I look at it as a consumers are interacting. those markets? glass half-full as there is enough data for you For me, the real value is when someone Every time digital goes into an interface you get to leverage and do meaningful marketing. The can give me a medium-agnostic route to grow more data. There is no dearth of data. The dearth lack of data is certainly not stopping us from brands. The bottom line does not care about is in data intelligence. What the data is saying doing so. how that growth came; what it cares about is is more critical to understand rather than just that for the investment we made, what returns having more data. This is the case not only for How do you view the client-agency did we get. From a media perspective, growth rural but right across all markets. relationship and what binds the two is when you get an effective reach around your together? campaigns with the most relevant audiences. And programmatic advertising? Do I firmly believe that you get the agency you That’s a science and it is agnostic to all mediums. you have enough tools in place to deserve and the agency gets the client it deserves. ensure it’s safe and addressable? Every client defines its agency relationship in its Is in-housing a good solution? Is programmatic a greater opportunity to really own fashion. The way I see the relationship in To my mind, it is a lot more complex than what serve audiences? The answer is yes. But it is terms of media agencies is that it is essentially a we make it out to be. In-housing or out-housing again the responsibility of the media buyer to partnership that you need to leverage fully. That is the lesser question. The bigger fact is that get the right kind of media partner on to that is also true for the agency. It needs to leverage there is no agency or organisation which has the programmatic platform. For example, in our the opportunity that the client provides. wherewithal or the deep expertise (to do it all). case, we are very clear that we first look at the viewability and verifiability of audiences before deciding if we must engage with a platform or not. We have third party trackers that we insist on while bringing somebody on board. We are not going down the vector of non- viewable, non-verifiable platforms just because the price is attractive. We must have three FOR ME, THE elements above all else. One, are the impressions viewable by everyone? Two, can we verify that REAL VALUE IS they are catering to the set target audience? And WHEN SOMEONE three, is the environment brand-safe? CAN GIVE ME In this time where almost everything is data-driven, what are the A MEDIUM- challenges according to you? The bigger challenge is to be able to differentiate AGNOSTIC between what data is valuable and useful compared to what data is noise. With so much ROUTE TO GROW data around, there is a possibility that you might BRANDS. get lost in the noise and miss a powerful insight. How do you cut out the noise and keep the valuable insights and use it to grow your business is the single largest challenge today. n [email protected]

afaqs! Reporter, October 16-31, 2 0 1 9 13 ADVERTISING EMVIES 2019 Mindshare Wins Agency of the Year Hindustan Unilever Limited bagged the Media Client of the Year award. By Aishwarya Ramesh

member of the managing committee, The Advertising Club, said, “Emvies continues to scale and surprise with its excellence year after year. What has really been delightful in Emvies 2019 is agencies specialising in OOH and digital featuring in the top 10 agencies. And a digital entry also sharing the Grand Emvie. The awards are truly and surely reflecting the emerging media landscape in the

(Left) Mindshare won the Media Agency of the Year award, while (below) Hindustan Unilever Ltd bagged the Media Client of the Year accolade

he 19th edition of The in various sub-categories of the Best Advertising Club’s Emvie Media Strategy category. Wavemaker TAwards concluded on Friday, won a Gold in the Services sub- October 4, 2019, at St. Regis in category. In the same sub-category, Mumbai. The Emvies saw around Initiative won two Golds. 1,079 entries from 42 agencies In the Best Media Innovation participating in the competition. The - Digital – Search category, event saw 29 Gold and 38 Silver WATConsult won a Gold. Emvie trophies being presented. Wavemaker also won a Gold in this Emvies 2019 was adjudged by a category. Wavemaker bagged a Gold jury of 172 media professionals in in the Best Integrated Campaign - round one. The Best Media Buying Consumer Products - Cosmetics, Campaign: Media category. country.” Team of the Year category, which Toiletries, Personal Hygiene In the Best Ongoing Media Commenting on the wins, MA was introduced last year (2018), was category. Campaign category, Initiative and Parthasarathy, CEO, Mindshare judged by a specialist jury of seven. In the Best Media Innovation: Wavemaker won a Gold each. South Asia, said, “I am humbled by The final round of judging saw case Digital – Video category, Mindshare The Gold for Best Media Buying the recognition of our efforts at a study presentations being evaluated won a Gold. Wavemaker also won a Team of the Year was picked up by coveted platform like the Emvies. I by 61 marketing leaders. The 272 Gold in this category. Mindshare. The Young Emvies of must congratulate our entire team shortlisted entries were then judged In the Best Media Innovation: the Year award was picked up by for their efforts and hard work in by research specialists. Best Use of Emerging Technology Wavemaker’s Ananya Sengupta. delivering clutter-breaking effective MediaCom India and for a Media Solution category, Speaking about the awards, solutions to brands across categories WATConsult bagged the Grand Mindshare won a Gold. Madison Partha Sinha, chairperson – Emvies and markets. Awards like these and Emvie. Hindustan Unilever Media also won a Gold in this Committee, The Advertising Club, the clients we have inspire us to Limited (HUL) was declared the category. Initiative picked up a Gold said, “Emvies are called the Oscars constantly innovate the ways in Media Client of the Year. The Best in the Best Integrated Campaign: of the media agency. Every single which we think.” Implementation Team of the Year Consumer Durables category. agency had presented case studies Sharing his thoughts on the went to Street Talk, a division of In the Best Integrated Campaign: of very high calibre and the global victory, Amin Lakhani, COO, Signpost India. Mindshare also Services category, WATConsult community will be able to access Mindshare South Asia, said, “Our won the Media Agency of the Year picked up a Gold. Wavemaker won some of them through our tie up clients have played a major role accolade. two Golds in the Best Integrated with WARC.” in these victories. We have always In the Best Media Strategy In the Best Media Innovation: been experimental with the use of category, the Beverages and Emvies 2019 was Rural Activation category, data, digital and content. They have Drinks sub-category of this award, Wavemaker bagged two Golds, while supported us in our endeavours to Mindshare won a Gold. In the adjudged by a Initiative bagged the third Gold. go beyond the seen and raise our bars Best Media Strategy: Consumer jury of 172 media Speaking about the changing year after year. Hence, our clients Durables sub-category, Mindshare dynamics of campaigns and the are equal holders of these awards as won another Gold. Wavemaker and professionals in importance of being relevant, Punitha we are.” n Initiative also won multiple awards round one. Arumugam, a digital evangelist and [email protected]

14 afaqs! Reporter, October 16-31, 2 0 1 9 ADVERTISING TATA SALT Be the Change You Wish to See Tata Salt just initiated its Gandhi Jayanti special campaign. By Abid Hussain Barlaskar

screen. Also, how big a challenge is it for a salt brand to innovate, given the brand has stuck to its age old narrative of ‘iodised salt’? Speaking about the campaign, Boke says, “Because of our positioning as ‘Desh ka namak’ we try to build on occasions of national importance. The brief to the agency was to give people a nudge, the magnifier should be Gandhi’s quote, ‘Be the change you wish to see in the world’. Also, there is an MG Road in almost every city and it is usually among the busiest. The question is: While you walk on MG Road everyday, do you walk on the path led by Gandhi?” Boke reveals that Tata Salt, as a brand, is also trying out an IoT-based digital banner for the first time. Speaking on the role of outdoor activations when consumers are heavily inclined towards digital platforms, Boke says, “Every medium ata Salt’s Gandhi Jayanti garbage. The places gradually clean has a role. The choice of the medium special outdoor campaign, up, closing with a smiling Mahatma. has to be decided basis the objective. T#BapuReminder is The viewer further takes a pledge to In the case of this campaign, no something straight out of the 2006 keep the city clean. The campaign other medium could have been as movie ‘Lage Raho Munna Bhai’. In has been crafted by Ogilvy. effective.” the film, a confused Munna (Sanjay As per TCL’s ( Ltd) However, Boke stresses that the Dutt) is guided by the ghost of claims, Tata Salt is the market leader way a medium is utilised has to Mohandas Karamchand Gandhi, aka within the packaged salt segment in change. “Using the OOH by just ‘Baapu’ aka ‘Mahatma’ aka ‘Father India and the brand occupies 65 per using a regular hoarding may not of the Nation’. Baapu’s spirit helps cent of the market. It competes with draw as much attention. It has to Munna choose the tough but right brands such as Surya, Annapurna, be a clever combination of digital path. Captain Cook, Nirma Shudh and interaction and an outdoor ad. Tata Salt set up an interactive Aashirvaad. The Tata Salt brand Mediums have to reinvent with time outdoor display at Mahatma includes products such as Tata Salt and make themselves relevant. Say, Gandhi Road, Kala Ghoda, Fort, lite (low-sodium), Tata Salt Plus TV is reinventing itself in the form of Mumbai recently. The digital-OOH (iron+sodium) and Rock Salt. OTT which is kind of an extension. installation is equipped with targeted Being a salt brand, Tata Salt has “Every medium But if they were to maintain a similar sound-beam technology that nudges a really old but powerful Mahatma strategy and programming, the passersby with Baapu’s voice and Gandhi connection — the Dandi has a role. The viewership could drop instead of reminds, ‘be the change you wish to March (March 12-April 6, 1930). choice of the moving to the next level. Five years see’. The passersby can then interact Also known as the Salt Satyagraha, ago, digital was almost non-existent. with the digital billboard. The screen the Salt March, and the Dandi medium has to be Today, with digital covering around reflects visuals of places littered with Satyagraha, the Dandi March, led decided basis the 17-18 per cent of the media spends, by Gandhi, was a non-violent some other medium’s share of the resistance campaign against salt objective. Here, pie has to shrink,” he adds. tax levied in colonial India. no other medium The #BapuReminder campaign Since its in launch in 1983, will be further amplified on digital the brand has been built with could have been mediums via video, social media the tagline ‘Desh ka namak’ and as effective.” channels and influencers. its role, as an iodised salt, in Asked about the challenge of eradicating iodine deficiency SAGAR BOKE marketing and innovating a product and diseases such as goiter such as salt, which has stayed the same (enlarged thyroid gland). for years, Boke responds, “There are Over a quick chat with the Chemicals, afaqs! Reporter explores no boring product categories. It is the brand’s marketer Sagar Boke the role of OOH activations in a way a product is being marketed that head, marketing, Consumer world where consumer’s attention makes the difference.” n Product Business, Tata is being squeezed into a smartphone [email protected]

afaqs! Reporter, October 16-31, 2 0 1 9 15 MEDIA OPPO A Deeper Connect

The Indian market is still fragmented across in big-bang celebrity-led advertising, a familiar face always helps in a its landscape, says OPPO’s Sumit Walia. including a short-lived association deeper connect. That’s why we will with the Indian cricket team. be featuring a fresh set of Bollywood By Deepashree Banerjee Since 2014, OPPO has signed stars with whom the current on several A-listers to promote its generation can relate. As a full-range devices across segments — including player, we have to identify the right Bollywood stars , face for the right product in order to , Sonam , push the multiple propositions that cricketer Yuvraj Singh, to name just we offer.” a few. It has also used celebrities in Meanwhile, OPPO recently came the news: For example, the brand on board as the presenting sponsor collaborated with actor Vicky Kaushal for Season 11 of ‘Kaun Banega post the success of his film ‘Uri: The Crorepati’ (KBC) Season 11. “We Surgical Strike’. are increasing our footprint and we believe that shows such as KBC help WHY THIS RELIANCE ON us garner a pan-India presence across WELL-KNOWN FACES? a diverse set of audiences and age Walia responds, “India as a market is groups. Likewise, we are exploring still fragmented across its landscape. partnerships and associations at a We understand that consumer needs regional level to connect with are dynamic and we constantly strive consumers in non-Hindi speaking to offer products that meet their markets,” reveals Walia. needs. In the smartphone category, The brand also hosted the ‘Straight OPPO does not believe in subtle messaging and has always invested in big-bang celebrity- led advertising, including a short-lived association with the Indian cricket team.

e began his career with asserts. Up Punjab’ music festival in New Videocon as a management “It is the across-the-board Delhi recently, which it claims is ‘a Htrainee. Sumit Walia then investment, the 60,000-plus sales first of-its-kind YouTube Originals went on to work with LG, Huawei, points and 500-plus exclusive service to bring the best of Punjabi music Samsung and Tata Tele Business centres in India that have led to a 41 talent on a common stage’. Services before joining OPPO India per cent YoY growth in the second Walia says he would like to better in July this year as VP, product and quarter (Q2) of 2019 for the brand,” understand the evolving consumer, marketing. In an exclusive chat with he justifies. “My aim is to heighten consumer afaqs! Reporter, Walia talks about the Walia also shared his views on the engagement by bringing localised competitive landscape, the marketing fan-driven marketing approach that insights across the product and challenges and his professional life the brand has employed in India. marketing portfolio.” so far. “The nature of the smartphone “Throughout my journey, I strived business demands a 360-degree EXPERT SPEAK to gain consumer insights and use approach with new-media integration Here’s our industry expert’s these to enhance the consumer at the centre. We have always been take on OPPO’s strategy. Rahul experience. In after-sales, I learnt open to exploring platforms that Vengalil, founder at What Clicks, from feedback. When I joined sales, help us connect better with our a digital media audit and strategy I learnt about what consumers consumers, especially millennials firm based in Bengaluru, feels that demanded. When my role permitted and Gen Z. The mega marketing “Throughout these high-budget campaigns work me to make products, I wanted to campaign for our recently launched my journey, I at heightening brand salience. He bring them alive in the most creative Reno2 series is one such initiative,” thinks that this kind of advertising manner. All this has led me to a point he explains. have strived to is needed to capture mind space where I can influence the product The smartphone brand has been in today’s highly cluttered market marketing strategy in my current known for commercials with glossy, gain consumer dominated by the likes of Xiaomi organisation,” he shares. zoomed-in product shots and the insights and use and Samsung. However, he points to One of Walia’s most professionally current TVC is no exception. The the decline of brands such as Nokia, fulfilling experiences was the India- brand has signed on Bollywood these to enhance Blackberry and Sony saying, “The first launch of OPPO’s Reno2 series, actors and Katrina the consumer brand that fails to bring in newer manufactured at the company’s Kaif, along with popular rapper and versions is the one that will lose Greater Noida facility. “This shows musician Badshah in a bid to ‘add the experience.” out in the race. It only takes one our commitment to India not only cool and fun-quotient’. SUMIT WALIA customer experience-led innovation as a smartphone market but also to OPPO does not believe in subtle to break the clutter.” n the Make in India programme,” he messaging and has always invested [email protected]

16 afaqs! Reporter, October 16-31, 2 0 1 9 ADVERTISING JSW GROUP India’s Got Colour Should there be a connection between a brand and its cause? By Ananya Pathak

oday, brand managers Commenting on the launch of across categories are busy the campaign, Das, in a press release, Tportraying their brand as the said, “I felt it was time to reinvent hero. A hero that fights for women’s the ‘Dark is Beautiful’ campaign and rights, takes a stand for the LGBT create a PSA that would be catchy community, raises a voice for the and youth-friendly. The PSA intends underprivileged and fixes climate to change the narrative to a more change. The pressure in this unaided holistic celebration of the diversity. race of ‘cause-led-marketing’ seems After all, we are more than 1.3 billion to be unending. That’s how we people and have that many shades of decided to take a closer look at the skin tones.” ‘India’s Got Colour’ film which has Das joined hands with Mahesh been supported by the JSW Group. Mathai, Ankur Tiwari and a slew Bollywood actor and director of actors for the campaign. The Nandita Das’s latest anti-colourism video features Ratna Pathak Shah, PSA (public service advertisement) , , Vikrant has been monetarily assisted by the Mumbai-headquartered Ajay Ravindran, director — conglomerate that has footprints strategy and planning, VMLY&R across various sectors: steel, energy, India, feels that brand purpose minerals, port and infrastructure works best when it is rooted in an and cement. The JSW Group has innate category or brand meaning. also supported the launch activities “For instance, chocolate is loved — on-ground and digital — of the irrespective of its colour. The campaign. Cadbury Unity Bar works due to When we questioned Sangita this innate meaning. Tea does wake Jindal, chairperson, JSW Foundation, you up. That’s why the ‘Jaago Re’ is why they had backed the film, she what it is.” responds, “We saw three parallels “In this case, there is purpose, between the values of the JSW Group but it does not seem rooted in the and the PSA — confidence, courage meaning of either JSW or its category. and community. We saw how it will This is why there seems to be a build confidence and courage and disconnect between the message and will be a positive statement to the the brand delivering the message,” community, thereby enabling a better (From left to right): Suchitra Pillai, Tanvi Jindal, Sangita Jindal, says Ravindran. everyday for all and changing the Divya Dutta, , and Nandita Das Anand Murty, EVP and head Of mindsets of many.” (‘Confidence’, strategy, Taproot Dentsu, Gurgaon, ‘Courage’, ‘Community’ are stated Massey, , Gul feels that it is important to ensure that as the Group’s values on its website.) Panag, , Shashank Arora, even if it is support or sponsorship, The campaign is an extension of among others. the initiative/PSA is in line with the ‘Dark is Beautiful’ — an awareness Recently, WOW launched a video stated values and positioning of the campaign launched in 2009 by with the message, ‘don’t change or brand. “From that perspective, there the non-profit Women Of Worth hate the colour of your skin because isn’t an obvious disconnect between (WOW) to challenge the belief that you are unique and nobody can tell what JSW states and the message in the value and worth of people is you otherwise’. the film.” determined by the fairness of their “That said, the brand/corporate skin. EXPERTS SPEAK entity and PSA mix is potentially The latest two-minute-35- Toru Jhaveri, VP, strategy, DDB thorny territory. People are wary second-long film opens with Mudra Group, is of the opinion of brands appropriating messages Das’s narration, “India me jitne that brands don’t always need to of resistance, editing content to log utne rang lekin fir bhi hum create content that is tightly aligned make it more ‘palatable’ to their nahi sudhrenge” (India has as with their sense of purpose. “Brands “We saw three interests. They are also holding many variations in skin colour as can also create content that is brands accountable to not merely it has people and yet we refuse aligned with their values. In which parallels between the talk about a lofty purpose, but live to learn). Dressed in black clothes, case, connections between brands, values of the JSW their principles day in and day out the celebrities who volunteered purpose, and content might just and add some serious value in their their time, effort and voice to this be less literal or less obvious. We Group and the PSA: products and services. It will be campaign pro-bono, in the film talk need big corporations to throw confidence, courage interesting to see how this plays about how people still prefer a fair their weight behind worthy causes, out, how seriously and passionately wife/daughter-in-law, kids and pick so I wouldn’t insist on tight links and community.” initiatives like this are built over fair participants over those with to ‘purpose’ in every single case of SANGITA JINDAL time,” he adds. n darker skin in a competition. content creation.” [email protected]

afaqs! Reporter, October 16-31, 2 0 1 9 17 ADVERTISING THE BODY SHOP Looking Beyond Skin Deep Was the brand’s first-ever television outing in India a success? By Ananya Pathak

a good idea since getting celebrities always helps lift the brand and make it aspirational. Commenting on what the brand could have done better, she adds, “I generally believe a good story can do wonders for the brand. Skincare brands these days often give their brand a human touch. To show they are more than just a product — they care about you. And that’s what was missing with this ad. It didn’t seem personal, rather clinical in its approach. Dove has raised the standards in the category, and I think for the future, The Body Shop needs to take a human approach to their brand as a whole.”

t was in the summer of 2006 that beauty brand. We’re comfortable the then three-decade-old British with deviating from the digital-only Icosmetics, skincare and perfume beauty marketing trend to bring our brand The Body Shop entered the unique voice to untapped Indian Indian market. And after 13 years, consumers through our first TVC. the Natura & Co-owned brand has We felt that the time for The Body made its television commercial debut Shop to push the envelope in terms On the brand’s ‘animal-friendly’ in the country. The 30-second TVC, of consumer awareness had well and proposition, she said that given the conceptualised by Publicis, stars truly arrived,” Kundu says. fact that the consumers are now Bollywood actress . Talking about the target audience, very conscious of what’s going on When asked why the brand chose Kundu says that the core TG of the their skin, it’s a good idea. “The to go for a TV commercial when it has brand has always been the smart, TG of The Body Shop is educated stuck to digital promotions and print ethically engaged consumer. “Our and understands the importance of advertising for over four decades, next stage of growth lies not just in cruelty-free products. It’s insightful Antara Kundu, marketing head, The the metros and top cities, but in the of the brand to think of its consumers’ Body Shop Asia – South, said, “While relatively smaller towns and cities of “The time for The need and implement it in the TVC.” digitisation has maximised targeted India as well. As a beauty retailer in Body Shop to push Says Yash Bendkhale, creative brand visibility, in a diverse country India, our challenge is on the next director, What’s Your Problem, “If it such as India, with widely varying stage of growth not just as a business the envelope in is a first TVC, I would have liked to consumer attitudes, the influence but also as a brand. Our consumer terms of consumer know a little more about the brand of TV cannot be undermined. The following is built on more than our first, before introducing the product. fact of the matter remains that TV is products. Bringing more and more awareness has well In most instances, consumers still the top means of gaining wide consumers into our fold is, therefore, and truly arrived.” choose a brand before choosing the reach as well as establishing a certain critical to our growth as a business product. If I was being introduced amount of brand credibility to new and our purpose as a brand fighting ANTARA KUNDU to a brand that nurtures beauty, and audiences. A TV campaign helps in for a better world.” is responsible too, I would want to building brand imagery in a far more Speaking about the competition know more about the brand first. credible way and for a much longer in the market, Kundu, without EXPERTS SPEAK For a person like me, I love brands time than a sponsored post or a commenting on any other brands Anusheela Saha, group creative that are environmentally conscious search result.” within the category, says, “We director, FCB Ulka, found the ad a and have conscientious processes. Does the brand think that this is believe that our activism compass bit underwhelming. “I understand The ‘animal-friendly’ or zero cruelty the right time for a TVC? “We still and our single-minded commitment that they wanted to make a tactical conversation would work for me believe there are many new consumer to giving our consumers the very ad without any frills and get to the if it felt like a brand story of being segments in the country who are yet best of ethical, nature inspired beauty point, but, perhaps, they could have responsible. But here, it seems more to be exposed to our brand. The Body will keep us well ahead and well woven a better story.” She, however, like a product/collection story.” n Shop has never been an everyday differentiated from our competitors.” feels that using Shraddha Kapoor was [email protected]

18 afaqs! Reporter, October 16-31, 2 0 1 9 ADVERTISING

KISHORE CHAKRABORTI LENSKART ‘Deo’ Formula Demystifying the for New Ads The ads are targeted at the Modern Consumer young college going audience. The former VP — consumer By Abid Hussain Barlaskar insights, McCann Worldgroup India, on his new novel. By Aishwarya Ramesh

t makes perfect sense that Kishore Chakraborti, former VP of consumer insights and human Ifutures development at McCann Worldgroup India, wrote a book on consumer insights. With over three decades of experience in the field of advertising, his new book is titled ‘Denial, Desire, Immersion: Evolution of Indian Consumers’. His time at McCann and his experience as a visiting n an age when deodorant brands are trying professor at various business schools in India and to ditch their own stereotyped advertising abroad exposed him to various consumer insights. Icode of spraying and turning a man into a His experience has allowed him to paint a detailed magnet for the opposite sex, online eyewear picture of the Indian consumer in his book — marketplace Lenskart seems to be pumping from India’s pre-globalisation days to the present new life into it. Like most deodorant brands, day digital scenario. Lenskart’s latest ads feature college-goers. In When asked why he chose caste as a starting one of the ads, a guy waves at a girl only to be point for his book, Chakraborti explained that avoided. He then changes his spectacles to a in a historical context, when India became a slightly chic pair, and this time the girl is all over liberalised economy in 1991, it became important him. The ad also highlights Lenskart’s ‘Buy two for companies and marketers to understand the pairs for `999’ offer. consumers and their mindset. When companies The other Lenskart ad is set up in a library first came to India post-liberalisation, where the guy asks a girl out only to be shunned. the biggest challenge they faced was He then shuffles through a few spectacle frames that the Indian customer did not have an ad that has adapted to changing till he finds the perfect match. Next, he’s sipping a consumerist mindset. Whether it times. He opined that this is an coffee with the girl sitting on his lap. Apart from came to reusing restaurant takeaway ad that’s kept up with changing minor changes in the ad copy and visuals, it is a packages or old plastic and paper times and tried to fight against the total remake of one of Lenskart’s own ads from covers, it was in their DNA to reuse patriarchal society. things. In his book, Chakraborti has “They had to create that mindset set aside an entire chapter to Like most deodorant with the ads. Whether it was an ad understand millennials. “This is that showed a father sending his the case of terminology getting brands, online eyewear son to the shop so he could enjoy enlarged. First, it was referred the AC… It’s a new world that to as ‘young audience’, but now, marketplace Lenskart’s new wanted consumers to open up and most millennials are middle aged ads feature college-goers. spend. What marketers realised is “The way and Gen Z has arrived as well. that the Indian middle class family Gen Z is the digital generation, is richer than the average American everybody has but nobody is doing justice to 2014. The ad further builds on Lenskart’s feature middle class family. The only millennials...” of virtually trying on frames online. difference being that in India, we changed is The book also has an entire Says N Chandramouli, CEO, Trust Research have a mindset that doesn’t really purely reactive. chapter dedicated to the working Advisory (a brand intelligence and data insights allow spending. This was the first woman and how she has company), “Spectacles are the new apparel and challenge for companies entering The way a changed the economic dynamics the concept of more than a few pairs to match a newly liberalised market. It’s of a household. “The way that your day is the new normal. From a functional important to listen to how people woman has everybody else has changed, is use and one pair for life, the category has evolved are changing and brands need to purely a reactive change. The way to become a fashion accessory. When such a play on consumer’s imagination. It’s changed, after that a woman has changed after shift happens, being attractive, especially to the important to think of your consumers liberalisation, liberalisation, is quite drastic.” opposite gender, is a natural draw and Lenskart as moving targets. It helps you keep The book has been published by hopes to cash on that, much of which deos have up with the new challenges of the is drastic.” Bloomsbury India and is available already done.” However, he opines that the ditto market.” KISHORE on both Amazon and Flipkart, for retake of the brand’s old ad with ‘lazy’ creatives is Chakraborti took Ariel’s ‘Share `387. n unlikely to be accepted by audiences. n the Load’ campaign as an example of CHAKRABORTI [email protected] [email protected]

afaqs! Reporter, October 16-31, 2 0 1 9 19 BYINVITATION

KAUSHIK PRASAD Where on Earth are the Sexy Ads? Great advertising still touches the human heart.

alking into the office get- to narrate Onoda’s story. During Like Onoda, the people lamenting media, out-of-home, PR, among together, you scan your WWII, Lieutenant Hiro Onoda was the death of the great TV ad films are others, to weaponise a sportsman as a Weyes around the room, among the first officers trained as an trapped inside their own lonesome beacon of what the brand stands for wave to a colleague standing by Intelligence Officer in the Imperial dark forest. In talking only of TV ads and generated “fame”. Burger King the bar, return a smile to another Japanese Army. His orders were to as the hallmark of great marketing ambushed McDonald’s using their smoking in a corner. You pick up not surrender or take his own life communications, they are, perhaps, retail stores and clever location-based a beer and walk across to a bunch under any circumstance. In 1945, fighting a war that’s already over. technology and also cleverly ‘hacked’ of people amid an animated fighting against Americans in Lubang Today, in many of our lean-back Google Home in Google Home of conversation. The era of great TV ads Island in the Philippines, he was moments; like watching TV, we are The Whopper campaign. The Times is over, you hear someone sputtering forced to hide in the forested hills on easily distracted by lean-in mediums; used the power of data and AI to get as he wipes crumbs of paneer tikka the island from where he launched a like a newsfeed on our phones. We JFK to speak in ‘JFK Unsilenced’, a from his mouth. Absolutely, adds guerilla campaign against his enemies. are deluged by advertising messages, Cannes winning effort. another slurring voice who says, did Even as WWII wound down, he kept probably, every waking moment of Brands are being built in the you know Piyush Pandey wrote the fighting. When leaflets announcing our lives. While the media landscape intersection of insight, technology Cadbury’s ‘Kuch Khaass Hain’ script that the war was over were dropped and the environment around us may and experience. Great advertising on the back of an airline boarding on the hills, to Onoda, it was Allied have changed, the fundamentals of still touches the human heart and pass. You hear references to ‘Hamara propaganda. In 1952, when letters what marketing communications does not straight try to dip its hands Bajaj’, ‘Har Ghar Kuch Kehta Hain’, from his family members were need to achieve hasn’t really changed, into the consumer’s pocket for his/ among other films. You silently walk airdropped, to Onoda and his motley and only the most evocative and her wallet. Great creative ideas are away just as the now drunk bunch bunch, it was just another example insightful ideas still cut through still being executed; just that they allege, what can only be politely of the trickery they were warned clutter. may or may not all result in that termed as a lack of gonads in today’s about in their intelligence training. What’s described as ‘fame’ by 30-second TV commercial. marketers. Onoda refused to believe the war Lis Binet/Peter Field was probably However, if you continue to In his book ‘The Anatomy Of was over, he continued shooting at delivered by an evocative 45-second apply the grammar of yesterday’s TV Humbug’, Paul Feldwick describes Filipino Police and officials until TV commercial at one time. With commercials, you are on a Lubang this as a disempowering ‘Golden 1974; almost 30 years after the end changing media habits and new Island of your own making. Come Age’ narrative and it coexists with of WWII. He surrendered only when opportunities, this can also be back, that war is long over. n other popular narratives. To people his Commanding Officer Major achieved through other media espousing this, today’s advertising Taniguchi flew to the island and vehicles and technologies available Kaushik Prasad is GM - has irrevocably deteriorated and we issued orders relieving him of his to us. consumer marketing, Ford India. can only dream of producing work duties. Nike, for instance, leveraged social “Opinions expressed are my own like the past. They blame dominance and apart from giving me the of data, purchase departments and a While the media landscape may have weekend off my employer has depressing lack of instinct and ideas changed, the fundamentals of what marketing nothing do with what I write,” behind the absence of sexy TV ads. he says. To them, perhaps, it may be useful communications need to achieve hasn’t. [email protected]

2400/- 2016/-(inclusive taxes). 4800/- 3495/-(inclusive taxes).

20 afaqs! Reporter, October 16-31, 2 0 1 9 MOST-VIEWEDADS

BAULI ICICI LOMBARD NBA INDIA BREAKTHROUGH INDIA Through an entertaining and humorous The campaign aims to remind consumers #NBAInMyBackyard aims to capture the The film #TrustKarkeDekho brings forth the narrative, the film explores the protagonist’s that they need to have a healthy heart in excitement surrounding the NBA India fact that if girls are given the freedom to obsession to a point where she starts seeing order to fulfil the promises they have made Games 2019. The event promises to be dream and aspire, they have the same ability Spyroll everywhere. to their loved ones. nothing short of a grand spectacle. as boys to build their future. Creative agency: L&K Saatchi & Saatchi Creative agency: Ogilvy Mumbai Creative agency: DDB Mudra Creative agency: Ogilvy

SBI LIFE GODREJ SECURITY POND’S POLICYBAZAAR SBI Life’s ‘Real Life Real Stories’ presents SOLUTIONS The festive season ad from the campaign Through its latest communication the awe-inspiring journey of Mittal Patel as The campaign, starring actor Ayushmann #SeeWhatHappens for BB+ fairness #LiveOnYourTerms, the brand is she strives to achieve official identity for the Khurrana, aims to drive awareness about cream urges people to overcome the encouraging mothers to live on their own nomadic tribes of . adopting security solutions. insecurity and express themselves freely. terms despite having all the responsibilities. Creative agency: WATConsult Creative agency: Wunderman Thompson Creative agency: Ogilvy Creative agency: Enormous Brands

DEL MONTE FEVIKWIK SHAZÉ LUXURY KEROVIT The campaign aims to showcase the unique The idea for ‘Phenko Nahi, Jodo’ stemmed The hosting collection by the brand heralds a The campaign showcases flavours of the brand’s wide range of from marrying the logic of ‘smartness’ and new vision of thoughtful design that creates in a completely new avatar, once again authentic Italian products. It establishes ‘value of repair’ insights with the magic of moments of magic and mystery, brought to breaking free, awestruck by Kerovit’s that one can’t get more real and authentic stellar storytelling and relatable humour. life with the expertise of Seymourpowell. beautiful bathroom fittings. than Del Monte. Creative agency: Ogilvy Creative agency: Taproot Dentsu Creative agency: Crayons Advertising

BIKAJI EDELWEISS TOKIO LIFE OLX INDIAN TERRAIN The film was shot in a flight. The air The film captures a mother-daughter The campaign highlights OLX’s versatility The campaign, featuring cricketer hostess serves actor relationship. It takes the viewer through across popular consumer categories, MS Dhoni, balances style with substance pretzels. Bachchan isn’t impressed and opts the daughter’s determination to become a especially furniture, electronics and mobiles. to recognise the lives and aspirations for his own packet of Bikaji bhujia. Pulikali performer, while her mother tries to It features millennials as lead protagonists. of the brand’s audience. Creative agency: 3 Brothers & Fils persuade her otherwise. Creative agency: Enormous Brands Creative agency: Brave New World

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

afaqs! Reporter, October 16-31, 2 0 1 9 21 PEOPLE

A round up of some major people MOVEMENTS/APPOINTMENTS movements in the last fortnight

ADVERTISING MEDIA

Famous Innovations treasurer), and Ramesh Narayan Myntra as deputy director – Category Famous Innovations has appointed (immediate past president). The Marketing, Strategy & Operations, DB Corp, or Dainik Bhaskar Amit Shankar as creative head for members elected to the managing and helped scale ad revenues 3X over Group, has recently appointed its Delhi office. Shankar moves on committee are: Anant Goenka two years. His previous stints include Pathik Shah as the chief executive from Publicis, where he was the (Indian Express Group), Abhishek managing distribution strategy at Star officer of its digital products national creative director. In his Karnani (Free Press Journal), Janak TV and consulting engagements with business, DB Digital. Backed career spanning 22 years, Shankar Sarda (Deshdoot), M.V. Shreyams Fortune 1000 clients across Europe, by an extensive experience of has worked with leading agencies Kumar (Mathrubhumi Group) and the UK and North America. close to a decade in building, like Grey (including Trikaya), I. Venkat (Eenadu Group). On his new role, Jaiswal said, operating and growing digital Contract and J. Walter Thompson. “DAN Consult is placed very well consumer products, Shah will Microsoft, Windows XP, WPP to leverage proven group synergies be responsible for driving Domino’s Pizza, NIIT, Honda WPP has appointed John Rogers as and bring a complete suite of new the digital business at the Cars, Honda Two Wheelers, its CFO. Rogers is currently CEO business solutions to the market. I DB Group. Hyundai, General Motors, Pedigree, of Sainsbury’s Argos, where he has am very excited to join DAN, realise Prior to this, Shah was GlaxoSmithKline, Proctor & overseen the digital transformation of this setup, and help businesses scale associated with Hike Messenger Gamble, HeroMoto Corp, Times one of the UK’s leading technology- in e-commerce sector.” for almost seven years. He was of India, Nestle, ITC, India Today, driven businesses. He was CFO of J Bhagia said, “Rahul’s rich vice president, Products, and also Government of India, Whirlpool, Sainsbury plc from 2010-16. experience in e-commerce will led the mergers and acquisitions SpiceJet, and His previous roles with J be invaluable to us. With Rahul (M&A) functions. During his Revlon are some of the marquee Sainsbury include property director, coming on board, we look forward tenure at Hike, he led many brands he has contributed to. He director of group finance and to helping brands, retailers and of the key product and growth also has several awards to his credit, director of corporate finance. He was e-commerce platforms help scale initiatives, which helped it grow at Cannes, One Show, Adfest, Spikes group finance director of Hanover their business. We already have to over 100 million registered Asia, Luerzer’s Archive, Effies and Acceptances Ltd and has held senior some large clients where we are users in less than four years. Abby’s. positions with Monitor Company leading e-commerce strategy and On the back of this rapid (now Deloitte) and Arthur Andersen. growth, Rahul’s expertise here growth, Hike raised capital IAA would be deeply valued. Rahul has of more than $250 million, The India Chapter of the International DAN Consult been building brand partnerships accounting for a valuation of Advertising Association has DAN Consult has roped in Rahul via ad-sales and marketing, growing $1.4 billion, becoming one of unanimously elected Punit Goenka Jaiswal as principal – e-commerce. category revenues by multi- the fastest unicorns in India. (MD and CEO, ZEE Entertainment Jaiswal will be based out of Mumbai channel marketing interventions, Additionally, he also led and Enterprises Ltd) as its president for and will report to CEO Lalit Bhagia. and leading strategy and operations executed multiple M&A a second term. Megha Tata (MD, His chief mandate will be to help to build and monitor effective transactions for Hike, including Discovery South Asia) was elected build a client-facing e-commerce ad inventory (supply) that drives an investment in WinZO and VP. The other office bearers are: consulting practice. demand for ad monetisation, and the acquisition of Zip Phone, Jaideep Gandhi (honorary secretary), Before joining DAN Consult, conversion and RoI for brands and Creo, among others. Pradeep Dwivedi (honorary Jaiswal helped drive growth for categories.”

MARKETING DIGITAL

Titan travel search engine Trivago, featuring SonyLIV AltBalaji Bhaskar Bhat, managing director, Titan, on the brand’s advertisements in India. Uday Sodhi, business head of Silicon Valley-based Firework has recently moved on, after spending Kumar completed his Master’s in SonyLIV, has decided to move has appointed Sunil Nair as almost 36 years with the country’s International Management from the on, after building the digital CEO and MD, India operations. largest watchmaker company. An IIT University of Trento, Italy, and has business of Sony Pictures The social mobile video app for Madras-IIMA graduate, Bhat joined the experience in digital marketing. He is Networks (SPN) for almost iOS and Android devices has Tata Tata-owned company in 1983. currently based in Germany. Prior to five years. Sodhi will now now entered India and is part Titan was started in 1984 as a joint his latest appointment, Kumar had stints pursue his entrepreneurial of a suite of apps created by venture between the and with Emma Mattresses, Trivago, WNS passion in the start-up space. Loop Now Technologies, Inc., Tamil Nadu Industrial Development Global Services, among others. Under his leadership, sport a Redwood City, California Corporation (TIDCO). Over the tournaments like Euro 2016, (Silicon Valley) based incubator last three decades, the company had FIFA World Cup 2018 and the startup that focuses on next-gen diversified into lifestyle products, Full-service (Indian) airline Vistara has India Australia series 2018 saw consumer mobile apps. including jewellery, eyewear, appointed Deepti Sampat as its vice phenomenal success in terms of Firework became the fastest accessories, etc. Many consider Bhat to president, Marketing. With over two digital viewership. social media app to achieve be the strongest pillar of the company’s decades in the industry, Sampat’s last The mantle of SonyLIV will one million users in only successful journey. stint was with Stellr India, a prepaid now be shouldered by Danish five months. Nair had a very payments solution provider. Khan as the newly appointed successful stint as the COO of Paytm Sampat started her career with business head of SPN digital. AltBalaji for over four years, Digital payments platform Paytm has McCann Worldgroup in 1998 and This will be in addition to Khan’s where he was responsible for appointed Abhinav Kumar as its vice has also had stints with FCB Ulka, responsibilities as business building India’s first pure-play president, Product Marketing. Kumar Talentedge, Expedia, TripAdvisor, head of Sony Entertainment original video content platform shot to fame after he became the face of Oberoi Hotels, among others. Television (SET) and Studio and creating a successful NEXT. subscription-led business.

22 afaqs! Reporter, October 16-31, 2 0 1 9 JOBSWITCH

Post: Senior Copywriter makes the good, great. with the agency’s creative, media Location: Noida Company: Centum Advertising & Experience: 4 to 8 years and technical teams in offline/ Email: [email protected] Marketing Pvt Ltd Location: Mumbai digital/experiential. Ensure timely ...... Profile: Past experience of having Email: [email protected] project delivery. Strong skills and worked for government clients ...... proficiency in using Microsoft Word, Post: Business Development Head and brands at a reputed advertising Excel, Outlook and PowerPoint. Company: The Think Tank agency. Excellent command Post: Key Account Manager Strong project management, good Entertainment and writing skills in English Company: Vritti Solutions Ltd interpersonal and exceptional time Profile: Continually developing and Hindi. A copywriter who Profile: Responsible for sales management skills. your employer’s brand and building can think visually. and marketing, media planning Experience: 4 to 5 years increasing awareness in the Experience: 5 to 6 years and management, key account Location: Mumbai marketplace. Generating and Location: New Delhi management/client servicing, Email: [email protected] seeking out potential new Email: [email protected] business development, team ...... opportunities...... management, MIS/reports/ Experience: 4 to 6 years operations. Post: Client Servicing Executive Location: Mumbai Post: Graphic Designer Experience: 3 to 5 years Company: Thoughtrains Designs Email: [email protected] Company: STIR Location: Chandigarh Pvt Ltd ...... Profile: Possess creative flair and Email: [email protected] Profile: Excellence communications an eye for detail. While here, you ...... and interpersonal skills, good Post: Art Director will have the chance to work on command and fluency in English, Company: Yellow Bus Integrated projects for leading global brands. Post: Senior Business Development understanding the market trends, Services The roster of opportunities extends Manager client’s business and their brand. Profile: Ability to conceptualise, across domains, ranging from Company: CupShup Analysing the client’s briefs and idealise national campaigns: advertising and digital to films Profile: Do you like the thrill of the delivering creative as per the TV, print, outdoor, radio and and events. chase? To get yourself heard and let timelines. Real estate knowledge others. Manage a team of visualisers Experience: 0 to 2 years your ideas do the talking? We look and experience in an ad agency and graphic designers. A strong Location: Bangalore forward to developing something will be an added advantage. sense of design and layouts. A Email: [email protected] beyond business, we believe in Experience: 4 to 6 years strong sense of responsibility ...... long-term relationships, do you Location: Mumbai and brand ownership. too? Let’s build together! Email: [email protected] Experience: 3 to 6 years Post: Art Director, Graphic Designer Experience: 4 to 8 years ...... Location: Mumbai and DTP Artist Location: Mumbai Email: [email protected] Company: Kautilya Multicreation Email: [email protected] Post: Visualiser Pvt Ltd...... Company: Greysell Marketing Profile: Minimum 5-6 years of Promotions Pvt Ltd experience in an ad agency or Post: Digital Marketing Executive/ Profile: Understand creative a relevant field. Qualification Social Media Manager briefs and conceptualise design preferred. Looking for talented Company: Thought Bubbles and campaign ideas. Work closely individuals who share our passion Profile: Manage the strategy with the client and handling team for design; who abhor mediocrity; and setup of all paid campaigns. to achieve brand goals on time. who obsess over details, but think Thorough knowledge of digital Manage tasks and projects big; and who love this madness as campaigns with planning experience responsibly to ensure on-time EVEN GOOD CAN! much as we do. on Google AdWords, SEO, deliveries. Knowledge about GET BETTER Experience: 5 to 10 years social media presentations, typography design and layouts, Location: Mumbai websites, e-commerce. Manage colour theory and rules. Good Email: [email protected] social media community and knowledge in Photoshop, Illustrator...... facilitate ideas. Experience: 2 to 3 years Experience: 1 to 5 years Location: Mumbai To adverTise, conTacT: Post: Group Head - Copy Location: Mumbai Email: [email protected] Company: Quotient Email: manoj.motiani@ ...... shubham Garg Email: [email protected] Communications Pvt Ltd thoughtbubbles.in aakash Bhatia Profile: Simply put, thinking up ...... Post: Junior Graphic Designer Ph: 09650544122 great ideas and bringing them to Company: India News Email: [email protected] life with the power of language. Post: Account Manager Communications Ltd [email protected] To give you a slightly more specific (Client Servicing) Profile: Self-starter who can work To view other jobs in Marketing, idea, there will be campaigns to Company: MX Advertising Pvt Ltd independently and with different Media and advertising, log on to: conceptualise, headlines to be Profile: Responsible for managing teams. Excellent visual aesthetics. An www.jobswitch.in written, body copy to be crafted brand responsibilities and client integral part, from conceptualisation Join us on : .com/jobswitch and presentations to be created. expectations on all aspects of 360 to client amends. All with that unique touch that degree marketing. Coordinating Experience: 1 to 2 years

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