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“Cricket Is Almost a Medium For April 16-30, 2018 Volume 6, Issue 21 `100 INTERVIEW / PAYTM 6 20 HAIER Mocking Rivals Haier’s new ad takes a dig at the competition. 8 NAVIN TALREJA Of Passionate Pursuits The former O&M hand lives and breathes acting. JASKARAN SINGH KAPANY 12 VP, MARKETING, PAYTM SHANKAR NATH SR VP, PAYTM COCA-COLA What’s in a Name? Coke’s bid to reach more “CRICKET IS consumers gathers steam. TATA TEA ALMOST A Constant Conversations 10 SCARECROW M&C SAATCHI A New Beginning 17 MEDIUM FOR US” BBC What does marketing mean in a tech-led company such A Rechristening 18 as Paytm? The company’s marketing bosses explain. MOST VIEWED ADS Ads of the Fortnight 28 eol This fortnight... Volume 6, Issue 21 wo years back, when I interviewed Vijay Shekhar Sharma, founder of Paytm, EDITOR Sreekant Khandekar T he said something that really stayed with me – for him, the proverbial moment PUBLISHER April 16-30, 2018 Volume 6, Issue 21 `100 of truth is when a person, mobile in hand, poised to make an online transaction, Sreekant Khandekar INTERVIEW / PAYTM 6 has to choose between the cash on delivery, plastic money and mobile wallet options. EXECUTIVE EDITOR 20 Everything that leads up to this moment, is, in Vijay’s book, “marketing”. Well put, Ashwini Gangal HAIER Mocking Rivals ASSOCIATE EDITOR Haier’s new ad takes a dig isn’t it? at the competition. Sunit Roy 8 PRODUCTION EXECUTIVE So this time around, we decided to interview Vijay’s top two marketing men Andrias Kisku NAVIN TALREJA Of Passionate Pursuits Shankar Nath and Jaskaran Singh Kapany. The idea was to understand what The former O&M hand lives and breathes acting. ADVERTISING ENQUIRIES JASKARAN SINGH Shubham Garg KAPANY 12 going to market with a mobile-led tech product like Paytm really means. What keeps VP, MARKETING, PAYTM them excited, alert and challenged? What are their biggest worries and apprehensions? 81301 66777 (M) SHANKAR NATH SR VP, PAYTM Apoorv Kulshrestha COCA-COLA What’s in a Name? Which of the brand’s key verticals – mobile wallet, e-commerce, payments bank – do Coke’s bid to reach more 9873824700 (M) “CRICKET IS consumers gathers steam. SCARECROW M&C SAATCHI they spend most of their time on? What’s it like working for someone who recently Noida ALMOST A A New Beginning 17 BBC A Rechristening 18 made it to Forbes’ list of billionaires? Okay, scratch that last bit. (But it’s true!) Nikhil Jhunjhunwala MEDIUM FOR US” TATA TEA What does marketing mean in a tech-led company such Constant Conversations 25 as Paytm? The company’s marketing bosses explain. MOST VIEWED ADS 9833371393 (M) Ads of the Fortnight 28 Mumbai Personally, one of my favourite things about Paytm is the way the brand has [email protected] managed to penetrate the lower socio-economic segments of the population – the way MARKETING OFFICE small-scale, local vendors have taken to the product in a big way. I can’t help but B 3, Ground Floor, Sector 4, Noida -201301 Uttar Pradesh smile each time I notice the trademark blue and white ‘Paytm Accepted Here’ poster (Vijay fussed over the colour scheme for months before okaying this combination, by MUMBAI 302, Makani Center, 3rd Floor, the way) hanging or stuck on the cart or ‘thela’ of a roadside pani puri wala, nariyal Off Linking Road, Bandra (W), pani wala or some such street food vendor. We asked Shankar and Jaskaran what Mumbai - 400050 they’re doing to connect with this set of loyalists. SUBSCRIPTION ENQUIRIES [email protected] We had a good time putting this interview together this issue. Sit back, relax Owned by Banyan Netfaqs Pvt Ltd and and enjoy the words of the marketing bosses of this piping hot brand that began as Printed and published by an online payments platform and is now poised to become a wealth management Sreekant Khandekar, at 7-A/13, Ch. Ratan Singh Complex, platform. Jawala Heri Market, Paschim Vihar, New Delhi-110 063. Printed at Artz and Printz 208 DSIDC Sheds, Okhla Industrial Area, Phase 1, New Delhi - 110020 Cover Photograph Ashwini Gangal Sushil Kumar [email protected] CONTENTS 23 GOAFEST 2018 Annual Party The festival was about awards, Baba Ramdev and an unknown entity - Early Man Film. 16 14 18 JESSICA WALSH Creating Visual 19 Language An interview with Jessica Walsh, partner, Sagmeister MAKE AWESOME ADS FEVICOL FLUX@THE GLITCH & Walsh. Walsh talks about her experience of working on Going Maad Sticking to Humour State of Flux? brand Frooti and with Nadia Profiling the founders of Make Pidilite’s first ad for Fevicol The digital agency launches a Chauhan. Awesome Ads. Ezee Spray. new content division. afaqs! Reporter, April 16-30, 2 0 1 8 5 e HAIER Mocking its Rivals Haier’s new film takes a dig at rivals Voltas, Godrej and Bluestar. By Suraj Ramnath ome and kitchen appliances brand Haier has launched a Hrather humorous campaign for its air conditioner that comes with self-clean, inverter technology. The ad has been conceptualised by Zero:Zero Creative Solutions and produced by Taxi Films. The ad starts with a man in a maroon shirt that could easily make you imagine Murthy from rival Voltas’ ad. But no! It is just a similar character that speaks like him. Mid- sentence he sneezes and a doctor and nurse magically pop into the room and say ‘Thanda hai par ganda hai yeh’. This scene is followed by an Einstein-esque character trying to explaining something ‘intelligent’ before he also comes down with an affliction which once again brings on the doctor and his compatriot the nurse, who repeats their apparent “catchphrase” before leaving. The pattern follows suit into a bedroom with a couple in bed, ready to call it a night, when the ‘good’ doctor and ACs that spew out unclean air. So, the competition when it could have nurse pop in yet again, dishing out Haier actually holds a mirror to these been used to dramatise this unique the same gyaan. The ad ends with the consumers who are suffering, but product benefit. Why spend your doctor saying, ‘Yeh thanda hai...’ and haven’t realised that the cause of their money to remind the TG about the the nurse completes the phrase with, suffering are other ACs which are competitors’ brands? Also, why have ‘... aur changa hai’. Each scene clearly ‘thanda’ but also ‘ganda’.” a ‘doctor and nurse’ who look like depicts an AC unit in the background The brand’s core target audience comics to communicate your product and ends with Haier’s new model in is primarily men in the age group of superiority? Are we to believe them the room with the doctor and nurse. 24-45, living in metros and tier one or take them lightly... like, say, in the Through this new TVC, Haier has and tier two towns, who are exposed good old Sprite commercials?” taken a jibe at Voltas, Godrej NXW to AC brands and are in the process Mathew adds, “I might be wrong and Blue Star. of taking a considered opinion on the here, but this looks like a case for Haier’s new TVC is an example right brand as the Indian summers ASCI, where the spokesperson for of ambush marketing. But, Kumar heat up. Haier points to the competition and Subramaniam, partner, Zero:Zero With regard to what they were says ‘ganda hai’.” “We believe that Creative Solutions, tells afaqs! Reporter that they don’t believe in The brand’s core target audience is primarily all good marketing ambush marketing. “We believe all is based on a good marketing is based on a product men in the age group of 24-45. truth. The new ad for Haier Self mindful about when making Sunila Karir, founder and creative product truth.” Clean AC works because it blows the this ad, Subramaniam says, “We partner, Boing!, says, “To take on KUMAR whistle on a dirty secret - that most were mindful of the fact that the brands like Godrej, Blue Star and ACs cool, but blow out dirty air. And consumers should be educated about Voltas, Haier needed to have come SUBRAMANIAM Haier’s product truth is a technology the secret harm that ACs are doing up with a communication far more that solves this issue.” to their health, but we wanted to do powerful, even if it was ambush The reader would have noticed that it without fear-mongering and with marketing. I personally think that for this ad because she believes neither Murthy’s look-alike in the new Haier a chuckle.” afaqs! Reporter asked ambush marketing, the strategy has to of the targeted ads are really iconic ad is much easier to recognise than the experts about the execution and be very clever and the communication or memorable. She adds, “In the the Einstein and couple shown in the if the ambush marketing effort has intelligent. Haier had a wonderful past, we have seen some wonderful last scene. So, afaqs! Reporter asked worked? proposition which was that of dust campaigns in which brands have Subramaniam if there is a danger of Robby Mathew, chief creative and dirt coming through your ac taken on one another head-on in a jokes being lost if consumers couldn’t officer, FCB Interface, says, “I in the summer. It could have been clever and intelligent manner. Case in understand that Haier is mocking understand that self-cleaning presented in a much better manner, point being - ‘Nothing official about rival brands. technology is a patented innovation maybe even without resorting to it i.e.
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