Pushpinder Singh Saints & Warriors’ Founder Goes Back in Time

August 16-31, 2012 Volume 1, Issue 7 `100 22

DEFINING MOMENTS Pushpinder Singh Saints & Warriors’ founder goes back in time. 26

Can targeted programming make the

youth fall in love with television all over again? NEROLAC Tuning in Fully The paints company is Elusive Audience thinking social media. 40

PROFILE 32 Sudha Natrajan The Lintas long timer branches out on her own.

AFAQS! INITIATIVES Double Bill 34 PHILIPS Stepping out in Style 50 9XM Appetiser to Happytizer 51 UNINOR Small is Better 51

EDITORIAL

This fortnight... Volume 1, Issue 7 EDITOR Sreekant Khandekar ornstar-turned-television star-turned Bollywood actor, Sunny Leone, recently made a statement PUBLISHER Pin the media – I think the young generation of people are ready to see someone like me on Prasanna Singh TV. She was referring to the reality show Bigg Boss in which she participated as an inmate in the EXECUTIVE EDITOR Bigg Boss house. Prajjal Saha SENIOR LAYOUT ARTIST Well that could be one side of the story, but the fact is what Indian youth Vinay Dominic wants to watch on television is open to debate . Until a few years ago, such was PRODUCTION EXECUTIVE Andrias Kisku August 16-31, 2012 Volume 1, Issue 7 `100 the impact of media that there was an entire generation which grew up as the 22 MTV/Channel V generation. At that time, the variety of content was limited ADVERTISING ENQUIRIES Neha Arora, (0120) 4077866, 4077837 and music was the only way to click with the youth. However, unfortunately the Noida

DEFINING MOMENTS Pushpinder Singh television channels weren’t able to hold on to this audience for long. They lost the Saints & Warriors’ founder goes back in time. Khushboo Varadkar, (022) 40429702-5 26 battle to the Facebooks and YouTubes of the world. Mumbai [email protected] Can targeted programming make theagain? There are several reasons why and how the youth drift away from the youth fall in love with television all over NEROLAC ieennc Tuning in Fully MARKETING OFFICE Auudi The paints company is Elusivei Audience thinking social media. television especially when the kids’ genre always has enjoyed immense loyalty. 40 B-3, First Floor, Sector-4, Noida-201301. This implies that the same viewer, who is hooked on to television, in his early Tel: (0120) 4077800. years, doesn’t ﬁnd relevant content on television as he grows up. MUMBAI PROFILE 32 Sudha Natrajan 501-502, Makani Center, 5th Floor, The Lintas long timer branches out on her own. Broadcasters are to be blamed for this entire situation. The entertainment AFAQS! INITIATIVES Off Linking Road, Bandra (W), Double Bill 34 PHILIPS Mumbai - 400050 Stepping out in Style 50 genre, which enjoys the maximum viewership share, has left the youth to ﬁnd 9XM Appetiser to Happytizer 51 Tel: +91-22-40429 709 - 712 UNINOR Small is Better 51 his or her own mode of entertainment as they went hammer and tongs after the BENGALURU women of the house with kitchen-politics serials and the Saas-Bahu sagas. S-1, New Bridge Corporate Centre, 777 D, 100 ft Road, Indira Nagar, The youth, in the meanwhile, went online. The ‘Youth’ is important because in our country, Bengaluru - 560038, India 50 per cent of the population is under 25 – this implies that 62 crore people in the country who are SUBSCRIPTION ENQUIRIES already in their youth or will be in a few years’ time. They can be the deciding factor in making or Akhilesh Singh, (0120) 4077837 breaking several things – a movie, a brand or even a political party. Wouldn’t television channels [email protected] want to hold this audience? If so, what are they doing about it? This cover story answers a few such Owned by Banyan Netfaqs Pvt Ltd and Printed and published by questions. Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063.

Printed at Cirrus Graphics Private Limited B-62/14, Naraina Industrial Area, Prajjal Saha Phase II, New Delhi – 110028. [email protected] Cover Illustration Gogol CONTENTS 42 20 PLUS

JWT 18 AGAIN Virgin Idea Scientology of Food 14 Curry Nation’s KBC new ad campaign is a for a vaginal Knowledge Will Win 16 tightening gel. DMAI 2012 Need to be Unique 29 INTERVIEW 12 44 Jonathan Mildenhall ZEE Coke’s global advertising The Return of Ram 36 guru talks India. 28 CURIOUS DIGITAL MARKETER POV A Book Tour 48 Digital vs Traditional AIRTEL TATA VISTA In an increasingly digital The Second Insight Changing Gears BY INVITATION world, are traditional creative A new campaign from the ‘Move up to Sedan Class’ Chintamani Rao 54 heads ready? telecom player on sharing. exhorts this OOH campaign.

afaqs! Reporter, August 16-31, 2012 5 TRAI-ARPU 1(:6%8//(7,1 :LWQHVVLQJDULVH Sponsored by

Emami> The FMCG firm is planning to invest up to `125 crore this fiscal to expand capacity and marketing expenses in an effort to grow sales in excess of 15 per cent. The company is setting up three new plants in Bangladesh, Egypt and Assam this fiscal. The company has reported 12.3 per cent jump in its net profit. The growth came mainly from its brands like Navratna Oil, Boroplus Antiseptic Cream, Zandu and Menthoplus Balm and Navratna Cool Talcum Powder.

SUSHIL KUMAR Westinghouse> The home appliances maker, has launched its products in the Kochi market. Further, it hopes ndian telecom service providers, in ARPU. to achieve a turnover of `200 crore in the Indian market in the third year of its operation. The company is looking which offer the cheapest call rates TRAI has also reported a rise I at going pan India by 2013 primarily with the help of the in the world, have always complained in minutes of usage, which has traditional distribution channel, modern retail channel, insti- of low revenue from subscribers, increased by 4.09 per cent from 346 MARKETING tutional channel and online sales. but it seems things are changing minutes in March 2012 compared to now. According to a recent report by 332 minutes in December 2011. As Telecom Report Authority of India far as outgoing calls are concerned (TRAI), the falling average revenue there was an increase of 3.98 per The service allows Popley Group> To keep up with the Indian passion per user (ARPU), for the ﬁrst time, cent, while incoming increased by customers to buy for jewellery and savings, the company designed an easy was seen rising. As per TRAI, there 4.20 per cent in this period. and instant finance offering, Popley Financial & Insurance from a range of Services. The service allows customer to buy from a range has been an increase of `1 in the CDMA operators fared better than luxury products ARPU of GSM ser- GSM operators with a of luxury products like Swiss gold bars, 22 carat hallmarked gold jewellery, Belgian diamond jewel- vice providers while 14.5 per cent increase like Swiss gold The reason lery and solitaires, platinum jewellery, the ARPU for CDMA in ARPU over the last bars in up to 15 behind the luxury Swiss watches and writing operators has increased one year. In December EMIs. instruments like Montegrappa & by 14.5 per cent year increase is tel- CDMA recorded Visconti pens in upto 15 EMIs. on year. a ARPU of `73, the The main reason ecom operators number further rose to behind the increase is have begun to to `75 in March 2012, that telecom operators remove inactive an increase of 2.49 per TRESemme> Hindustan Unilever is all set to launch have begun to remove cent. its premium hair care brand TRESemme in India to target inactive customers customers from However, this was salon-frequenting consumers in the urban market. India is from their books more their books. mainly because the the second market after Brazil where Unilever will launch frequently. While in percentage of inactive TRESemme after inheriting the brand as part of its acquisition December only 72.4 per cent of the customers was higher with CDMA of Alberto Clulver for $3.7 billion in 2010. In a market flooded total subscriber base was active, in operators, so much so that in March with hair care products, the brand will try to differentiate March this ﬁgure was 74 per cent, 2012 there was a decline of 2.77 itself with its focus on salon like experience at home with its which almost corresponds with the million in the CDMA subscriber shampoo and conditioner range. rise in ARPU. base after the removal of inactive While the ARPU of GSM opera- subscribers from the books of tel- tors in the last quarter of 2011 was ecom operators. This reduction in Over the past one Videocon>Iit seems the company is trying to make a come- `96 it went up to `97 in March 2012, inactive subscriber base also led to an year, Videocon back as the largest consumer goods company, once again. resulting in an increase of 1.66 per increase in average minutes of usage Over the past one year, Videocon increased its market share in cent. Although on an annual basis by 1.62 per cent from 226 minutes in increased its all major product categories, such as there is a drop of 2.71 per cent December to 229 in March. market share in refrigerators, washing machines and all major product televisions, by 2-5 per cent, by focus- categories. ing on mass products and expanding QUOTE OF THE FORTNIGHT reach. ‘‘In the power inverter market, including batteries, growth ITC> Diversified conglomerate ITC is planning to enter has been 25-30 per cent in the dairy sector for manufacturing milk and milk-based the first quarter compared products. The company has, at present started, animal husbandry as a CSR activity at all its plants starting with with the corresponding Munger in Bihar and over a certain period, it plans to quarter of the last fiscal, spend nearly `400-500 crore in the dairy business. ITC despite rise in prices.’’ looks at this expansion as a forward integration in the value chain, at it would utilise the milk derived from ani- SUBIR CHAKRABORTY, EVP, MARKETING AND SALES (INDUSTRIAL), EXIDE INDUSTRIES ON POWER-BACK UP CATEGORY WITNESSING A GROWTH mal husbandry activity by selling in the market and also to DUE TO DELAYED MONSOON IN THE ECONOMIC TIMES. make milk-based products.

6 afaqs! Reporter, August 16-31, 2012

DISCOVERY KIDS 1(:6%8//(7,1 &KLOG)ULHQGO\ Sponsored by iscovery Networks has the kids market in India which goes launched its first channel untapped. The basic reason is the Din the kids’ genre in India. similarity of the content (all being The eighth channel from the net- fiction-based). We aim to break the work, Discovery Kids aims to tap clutter with equal amount of fun and The Walt Disney Company> The Walt Disney Company the 370 million kids’ population in learning. Kids like simpler program- India has announced a restructuring of the company’s digital India, in the age group of 4-11 years ming. Flocking the channel with a assets in order to better drive growth in games, video and with three India-centric shows, of large number of shows at the start audio services for mobile, online and interactive TV. The new the total ten new series. However, may create chaos. Hence, we have division, DisneyUTV Digital, will combine the businesses and the core TG (target group) of the kept the number limited to 10. The talent from Disney, UTV and Indiagames. All content and channel is children in the age group channel’s packaging has an animated brands from Disney, Marvel, UTV, Bindass, as well as original MEDIA of 5-9 years. Bug, which plays the content and games, will be managed by DisneyUTV Digital. The content of the sutradhaar for the con- 24 hour-channel is a necting shows.” mix of animation and The channel has The deal also Hockey India>Hockey India has assigned ESPN-STAR live action series cov- been launched in three covers the five Sports as the official global broadcaster of the upcoming ering genres such as languages - Hindi, Hockey India League (HIL) for the next five years. The adventure, mythology, English and Tamil. international league is backed by the FIH (International Federation of nature, history and sci- In the initial three hockey test Hockey). The deal also covers the five ence. The channel has months, the channel matches held by international hockey test matches apparently invested a will focus on penetra- Hockey India. held by Hockey India. The league, lot on high-quality ani- For three months, tion, and later move to starting from January 2013, covers mated content. monetise its properties. six franchise teams with 33 hockey The three shows the channel will Rajiv Bakshi, vice- matches (30 league matches, two having India-centric focus on penetra- president, marketing, semi finals and one final) in India. content in animat- tion, and later Discovery Networks ed series are; Kim Asia Pacific, says, “We (a Rudyard Kipling move to monetis- are not looking at gen- Cartoon Network>Cartoon Network’s new show Oggy character who trav- ing it. erating revenues from and the Cockroaches connects with its target audience els in 19th century ads as of now. We want through an on-ground school contact programme across India), Sally Bollywood (the story to first establish the channel and seven cities that includes Mumbai, Delhi, Bengaluru, of a 12-year old girl who runs a increase its visibility to the maxi- Hyderabad, Kolkata, Chandigarh, Coimbatore and Madurai. detective agency inside the school mum. The channel is more about With the help of the activation, the channel aims to tap and whose character is influenced appointment viewing. We have also almost 550 schools, engaging over five lakh kids through by Bollywood) and Howzzattt (a acquired a few kids’ movies, which quizzes, activities and branded merchandise. The activity will cricket-based animated series that may be screened on a weekly basis. start from August 1 and will continue for one month. helps children learn about the game). We had focus groups of our TG in Seven other shows will also the major cities of the country when be launched including Adiboo we started our ground research for Ten, the sports network from the Zee stable, Adventure (a puzzle-based show the channel a year ago.” Ten Action> has further strengthened the programming for its football aimed at pre-schoolers), Papyrus, For the record, Discovery Kids channel, Ten Action by renewing the exclusive rights for live Bindi The Jungle Girl, The Legend is already running in Latin America broadcast of The Football League and the League Cup till of Enyo, Wild Kratts and Wild Tales since 1996 and was later re-launched 2014-15. The two leagues will be simulcast on Ten Action (series based on baby animals). in the US. The channel was also and Ten HD. The network already has the broadcast rights Rahul Johri, senior vice-president launched recently in Indonesia and of UEFA Champions League, Europa League, French Football and general manager, South Asia, the Philippines. In India, it is cur- League and I-League, among others. For the recent deal Discovery Networks Asia Pacific, rently available on Videocon DTH, including the two leagues, the network will telecast live says, “There is a large portion of Dish TV and cable channels. matches across the South Asian market.

AAAI 1(:6%8//(7,1 $1HZ+DW Sponsored by rvind Sharma, chairman and Vikram Sakhuja (chief executive chief executive officer, Indian officer, South Asia, Group M); Asubcontinent, Leo Burnett Umesh Shrikhande (chief executive has been elected president of the officer, Contract Advertising India); Advertising Agencies Association of and Srinivasan Swamy (managing HomeShop18> HomeShop18, the home shopping channel India (AAAI) for the year 2012-13. director and chief executive officer, from the house of Network18, is on the lookout for a creative The immediate past president, R K Swamy BBDO). partner as well as a media planning and buying agency. Nagesh Alai, executive The Advertising Currently, the creative and media planning and buying duties director, India opera- Agencies Association of HomeShop18 are managed by an in-house team. Earlier, tions, Draftfcb Ulka of India (AAAI) is after a multi-agency pitch, Lowe Lintas & Partners’ Delhi Group will be the ex- the official, national office had won the business in 2010. In the past Leo Burnett officio member of the organisation of adver- has worked on the creative duties for this brand. new executive com- tising agencies, formed mittee. MG in order to promote Further, M G the industry interests The company also Radikal Overseas> Delhi-based Parameswaran, execu- Parameswaran of these very agencies. intends to get a Radikal Overseas, manufacturer of tive director and chief has been elected The organisation is rep- media planning rice and spices, is on the lookout executive officer, resentative in nature as for a creative partner for its range and buying of rice products, Radikal Rice. The pitch process, which is in Draftfcb Ulka Mumbai vice-president. it has a very large num- an initial stage, is currently underway in Delhi. This is the Group has been elected ber of small, medium agency on board. While, Nagesh first time that the company has initiated a process to hire vice-president of the Alai, will be and large-sized agen- a creative agency. Before this, the duties were managed by association. cies as its key members, its in-house team. The company also intends to get a media

ADVERTISING the ex-officio The other elected who together account planning and buying agency on board. members of the exec- member of for almost 80 per cent utive committee for the new AAAI of the advertising busi- the ensuing year are ness. ACCOUNT MOVEMENT Ganesh Baliga (manag- executive In March, 2012, The >> ing director, Fifth Estate committee. Indian Broadcasting Communications); Foundation (IBF), > Yang Communications, the second agency of Saints & Ashish Bhasin (chair- the Indian Society of Warriors, has won the creative duties for Hindi news channel man, India and chief Advertisers (ISA) and India TV. The agency won the business on the back of a closely executive offic- Advertising Agencies fought pitch that went on for over a month in Delhi. The media planning and buying is managed by the channel’s in-house er, Southeast Asia, Association of India team. In 2004, when India TV was being launched by Rajat Sharma, the creative Aegis Group); Nakul (AAAI), formally duties were awarded to Euro RSCG. The channel was positioned as ‘a responsible Chopra (chief execu- launched the entity, news channel’ then. tive ofﬁcer, Publicis Broadcast Audience Communications, Research Council South Asia); Tanya (BARC). BARC was Goyal (executive direc- ﬁrst formed in 2008 > Future Supply Chain Solutions, the tor, Mogae Group); FOTOCORP as a joint body by the logistics and supply chain vertical of the Future Kunal Lalani (manag- Arvind Sharma IBF and the ISA. With Group, has handed its creative duties to Bates ing director, Crayons an initial investment of India. The company currently operates under Advertising); Vinod Nair (manag- `300 million, the former was expect- the brand name Future Supply Chains and plans ing director, Network Advertising); ed to hold 60 per cent stake, while to undergo an extensive re-branding exercise Pranav Premnarayen (partner, Prem the latter would hold the remaining soon. The name is slated to be changed to FSC, Associates Advertising & Marketing); 40 per cent. However, ISA wanted the abbreviated version of the current name. A Sridhar Ramasubramanian (CFO, that even the AAAI should be a part complete logo revamp is on the cards too. TV will form a part of the media mix for the Matrix Publicities and Media India); of the JV. brand’s upcoming campaign.

1(:6$'9(57,6,1* AIRTEL The‘Second Insight’ Almost a year after Airtel cracked the ‘friendship insight’, it has released a fresh ad campaign hinged on the same theme. This time around, it highlights how friendship is all about sharing. By Ashwini Gangal

aking its friendship theme forward, telecom brand Airtel has released an ad Tcampaign, ‘Jo mera hai woh tera hai’, convey- ing the new insight that friendship equals sharing. Crafted by Taproot India, the campaign has at its centre a ﬁlm that has been released on TV (65 seconds) as well as online (105 seconds on YouTube). The picturisation is vibrant, peppy, colourful and pretty much bursting with youth, and the upbeat mood of the ad is complemented by an anthem that has started creating quite a buzz.

A QUICK WALK DOWN FRIENDSHIP LANE owards the end of 2010, Airtel launched the T‘Dil jo chaahe paas laaye’ campaign that was centred on its core message of ‘relationships’. In mid-2011, the brand took this promise forward in its communication that leveraged its 3G offerings. JWT had created both these campaigns. Then, in August 2011, the brand launched its creative officer, Taproot India, answers, “Telecom ‘Har ek friend zaroori hota hai’ campaign that was brands have touched upon friendship and sharing created by Taproot. It positioned Airtel as an out- a million times before. It is the creative expression and-out ‘friendship brand’. The task back then and execution that makes it cut through and spread was to make the brand more contemporary and across a mass popular base. The whole goal is to find youthful. Since then, all of Airtel’s campaigns have something that is blindingly obvious and transmit it been inspired by the theme of friendship. in a manner that engages and becomes popular In early 2012, taking the same thought forward, enough to be on everyone’s minds and lips.” the brand rolled out a series of ad films introduc- ing humorous characters that represent different DIGITAL SHARING types of friends. Over 20 ad films were released. hile no specific product feature is being

According to Bharat FOTOCORP Whighlighted in the campaign as yet, the fact Bambawale, director, Bambawale and Dias: friendship equals sharing that a large part of this ‘sharing’ is happening via global brand, Bharti the digital medium, is something the brand has Airtel, the current cam- the concept of sharing things with one’s friends acknowledged adequately. This has been brought paign embodies the is not a new space for a telecom player to explore. out through the lyrics and picturisation of the ﬁlm. brand’s ‘second insight Besides, given the larger theme of friendship that At the end, the VO (voiceover) says, ‘Aur friendship on friendship’ that Airtel has owned for around a year, was it just a ki sharing ko hamesha on rakhke - Airtel internet’ as friendship is all about matter of time before the concept of sharing was the words ‘Airtel Internet’ appear on the screen. sharing. explored by the agency - somewhat like an obvious Bambawale says, “Friendship is enabled by However, friend- insight just waiting to be executed? ship as a theme and Agnello Dias (aka Aggie), co-founder and chief FRQWLQXHGRQSDJH>>

1(:6$'9(57,6,1* JWT Scientology of Food Senior officials at JWT discuss interesting insights on food and what drives the consumption of food, which is based on the findings of the study, ‘Juniper, Wheat and Tabasco’. News Bureau

s rightly put, ‘Food is the elixir of life’ but what drives the choice of consumption? In “There is food Aa conversation, Bindu Sethi, chief strategy for anxiety and officer, JWT and Mythili Chandrasekar, senior vice-president and executive planning director, then there is food and caution when it comes to having food. At JWT share the three key emotions that drive all that provides some point, one may indulge by eating a pastry but food choices, which is based on the finding of the then she or he may prefer a light dinner consisting research, ‘Juniper, Wheat and Tabasco’ - JWT’s comfort.” of soup and salad. This shows that while there is perspective on food. MYTHILI love for food, people also care for their bodies,” Chandrasekar started by talking about three CHANDRASEKAR explained Sethi. main factors - drive for power, need for love and According to Sethi, the third factor resembles care and finally, search for pleasure as the main social power, about having food that brings in a drivers behind eating habits. She further discussed sense of achievement. For example, rather than each factor by breaking them into several mini- having a Five Star of `5, the consumer may prefer factors. “Today’s to eat a bar of Bourneville. “The drive for power is further dominated by mother cooks Sethi talked about the last factor, which shows three main points - my body power, my mind for the spirit of how over a period of time people have been intro- power and my social power. The first factor, ‘my duced to various cuisines and food from across the body power’, is mainly related to consumption of nourishment. planet, which has further led to the development refreshments, nutrition such as energy bars and She wants whole of many palettes, cooking or eating world food (various cuisines) with friends. growth for her Chandraseker next emphasised on the last While certain roles of food child.” core factor, ‘search for pleasure’. “The last core BINDU SETHI factor is made up of ‘my sins, my romance and have been talked about my creativity’. The role and purpose of food is in Indian communica- very large and it has many effects. There is food consume,” said Chandrasekar. for anxiety and then there is food that provides tion strategies, many still Next, Sethi discussed the second key factor, comfort. Interestingly, there is also food that sig- ‘need for love and care’ which is made of four fac- nifies romance. The creation of food provides the remain unearthed. tors - my family album; my body, my health; my window to play with it and create something new circle, my life; and my earth, my planet. Explaining every day. For example, some eat ice-cream to beat protein drinks. The second factor relates to mind the first factor, she stated that while earlier moth- sadness, and chocolate for pleasure.” power and mainly leads to eating of ‘satvik’ food or ers cooked and fed food which led to development At the end, both Sethi and Chandrasekar said Ayurveda diet. And the last factor, which is about of the mind, in between, the Indian mother started that while certain roles of food have been talked social power, is mainly driven by economic pros- cooking food that would develop both body and about in Indian communication strategies, many perity. The climbing of the social ladder has led to mind. And today’s mother cooks for the spirit of still remain unearthed. The findings of the study introduction of many kinds of food, which were nourishment. She wants whole growth for her will be further implemented on the food brands earlier foreign to Indians such as pizzas or pastas, child. that are being managed by JWT and the interesting or for that matter branded juices or spices. People She also talked about how people are trying to results will be shared by the respective brands. are selective about the brand of food they want to balance what they eat. “There is both indulgence [email protected]

1(:6$'9(57,6,1* KBC Knowledge Will Win KBC’s ad campaign celebrates the power of ‘Gyaan’ or knowledge, something that is deemed to be the biggest social leveller. By Ashwini Gangal and Anindita Sarkar

ll set to be launched on September 7, Kaun Banega Crorepati (KBC) Season 6 Ahas started creating waves of anticipation. Much credit for this goes to the ad campaign that has hit TV screens, conceptualised by Leo Burnett, the creative agency for Sony Entertainment Television (SET). In sync with the core values of both the show and the channel, the communication theme this time is ‘Sirf Gyaan Hi Aapko Aapka Haq Dilata Hai’. The campaign highlights the power of knowledge “The campaign In the communication that heralded the fourth season, Burnett launched a four-phased ad cam- “The KBC cam- celebrates the paign hinged on the theme ‘Koi bhi sawaal chhota paign identiﬁes power of knowl- nahi hota’. The idea was to promote curiosity and propagate the thought that no question is small or with the hope edge, a great stupid. The old Hindi adage ‘Koi bhi gyaan vyarth that people have leveller in our nahi jaata’ (no knowledge is ever wasted) was the society and a inspiration behind this insight. in them.” Last year, the ad campaign for KBC Season 5 ANUP potent change improvised on this theme and extended it to ‘Koi VISHWANATHAN agent.” bhi insaan chhota nahi hota’. The genesis of this DANISH KHAN

FOTOCORP FRQWLQXHGRQSDJH>>

and depicts knowledge as a potent agent of change and the greatest leveller in the face of gender, line- MORE MONEY age and language-based biases in society. This thought is delivered through four films ccording to industry sources, Sony is eyeing `240-260 crore in advertising revenue from the third edition (on directed by Chrome Pictures’ Amit Sharma. Each Athe channel) of the much popular game show, Kaun Banega Crorepati (KBC). For the record, KBC generated spot has a distinct story line and central character, ad revenues of about `200 crore for Sony during its fifth season on Indian television. and addresses a specific bias. Much like last year, the channel has already roped in Cadbury as the presenting sponsor, while the show will According to Anup Vishwanathan, executive once again be powered by Idea. While Sony remained tight-lipped on the financial details of the sponsorship vice-president, Leo Burnett Mumbai, “The KBC deals, media experts state that Cadbury is shelling out anywhere between `25-30 crore for the association, while campaign identifies with the hope that people Idea is paying about `30 crore. It is pertinent to note here that Idea is also the telecom partner of the show, have in them. And, that’s the factor we wanted to wherein the deal is based on revenue sharing as well. Overall, the channel is looking at getting 8-10 sponsors on leverage in our campaign. This is also in sync with board for KBC Season 6, and the channel is asking an estimated `16 crore for associate sponsors. brand SET that is all about positive emotions.” The industry consensus is that KBC is currently the biggest GEC (general entertainment channel) property on television, besides cricket in non-fiction; the show’s delivery across all age groups is almost consistent and therefore, it is one of the biggest attractions for advertisers on television. Consequently, the channel has also QUICK RECAP decided to increase its spot rate from an estimated 3.5 lakh for 10 seconds (last season) to about 3.75 lakh he ‘common man’ premise has worked won- ` ` for the latest edition. ders for KBC in the past. Here’s a look at the T And, it’s not just this! With the first episode of KBC6 anticipated to generate enough appointment viewing, previous campaign themes: Sony is also expectedly targeting a differential pricing for its opening episode, wherein the 10-second spot buy In KBC’s first season, the campaign focused on is pegged at about `5 lakh. two factors, namely, the huge prize money and the Furthermore, market sources also state that unlike the last season, the latest season of KBC will be a week- host, superstar Amitabh Bachchan. Consequently, end property. The show will be aired from Friday through Sunday for 90 minutes during prime time (58 episodes). campaigns such as ‘Ek crore mein kitne zero hote Many believe that the channel has taken the decision in a bid to preserve the prime time viewership of its existing hain?’ and ‘Nau baj gaye kya?’ were created to gener- fiction properties. ate hype around the show. Meanwhile, as part of the marketing initiative, Sony has chosen knowledge as the latest theme for the market- For the second season, christened Kaun Banega ing and communication campaign of the upcoming season. Crorepati – Dwitiya, the campaign revolved Titled ‘Sirf Gyaan Hi Aapko Aapka Haq Dilata Hai’, the theme makes an attempt to explore the various biases around the stories of an aspiring cricketer and a that India is plagued by and how knowledge can play a pivotal role to eradicate those biases. The campaign is Bollywood struggler, and spoke about how they conceptualised by Leo Burnett, the creative agency for Sony. could make it big with KBC. The punch line used Elaborating on the campaign, Danish Khan, senior vice-president and marketing head, Sony Entertainment was ‘Umeed se dugna’. Television, says, "This year’s KBC campaign celebrates the power of knowledge, a great leveller in our society The third season had a new host in tow - Shah and also a potent change agent. Our brief to Leo Burnett was to bring this thought alive with real people in the Rukh Khan. His introduction in the campaign was real context. The campaign’s philosophy is a common man’s philosophy and is relevant to today’s India. The cam- done with a fast-paced music track featuring Khan paign thought captures the core value of the show. We aim to reach out to a larger set of audience and provide himself. The ad was based on the insight that a the common man a unique chance to change his destiny." single question could change one’s life. ‘Ek sawaal KBC6 is expected to be launched on September 7 and run till January 26, 2013. jo aapki zindagi badal de’ was the line used.

16 afaqs! Reporter, August 16-31, 2012

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

GOOD KNIGHT HONDA MOTORCYCLE AND TOP RAMEN The ad celebrates different kinds of families across India, SCOOTER INDIA (HMSI) Top Ramen, co-sponsor of the Indian Olympic contingent, and the one thing common amongst most of them - Good The TVC is about the close bond between sons and their has released a TVC featuring brand ambassador and Knight. The driving thought behind the campaign was to mothers. It is also about the dreams of a young man from badminton ace Saina Nehwal. It shows Nehwal celebrating stay true to its core brand promise of ‘Protecting happy small town. So here is a bike: Dream Yuga that helps fulfill after winning a match. family moments. the dream of a young man. Creative Agency: Dentsu Communications Creative Agency: Dentsu Marcom Executive Creative Director: Ashwin Parthiban Creative Agency: JWT Mumbai National Creative Director: Titus Upputuru Creative Director: Sangeetha Sampath Production house: Curious Films Creative Team: Titus Upputuru, Jitendra Kaushik, Vishal Art Director: Mark Flory Director: Vivek Kakkad Mittal, Brijesh Bharadwaj, Vivek Verma Director (of the film): Hemant Bhandari PRINT MCDONALD’S FEVER McDonald’s has 104FM launched McEgg. The ad makes Burger. With this a super star launch, McDonald’s of their radio aims to open up to a jockey ‘Picture completely new segment Pandey’. The of customers who do print ad is on the not eat non-vegetarian lines of Dabaang food, but eat eggs. ad, because the HIDESIGN The thought behind protagonist in the The campaign for the leather bags brand is inspired by the the campaign was movie had screen legend of Lady Godiva. Godiva serves as a visual metaphor that they had to make name Pandey. for the brand that stands for the bare and sensuous the communication beauty of handcrafted leather. surprising and different.

Creative Agency: Zebra Design, Gurgaon Art Director: Vrushali Gurjar Rao Copywriter and Conceptualiser: Beverly Bathija Creative: Nitesh Tiwari, Vikram Pandey, Sujit Sawant, Creative Agency: Brands On E, New Delhi (London) Shreyas Jain Vedpathak Creative: Team Brands On E OOH DIGITAL

PARK AVENUE RAZORS FEDEX SAMSUNG GALAXY SIII To promote the Park Avenue razors, air conditioning (AC) The campaign themed as ‘affection delivered’ promoted The ad for Samsung’s Galaxy SIII makes the viewer ducts on the ceiling of Park Avenue outlets were converted FedEx’s Raksha Bandhan scheme that offered sending a glance through the various features of the product like a into a razor. Cutouts shaped like the handle of a razor Rakhi and greeting card internationally at a 35 per cent book as one clicks to move to the next page. were pasted right next to the AC ducts. The idea was to discount. The objective was to bridge the geographic communicate the cooling effect that the product offers. distance between brothers and sisters. Agency: Percept Out-of-Home Agency: Publicis Ambience Exposure: Mumbai, Pune, Delhi, Chandigarh and Exposure: Mumbai Ludhiana Agency: Cheil India

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

18 afaqs! Reporter, August 16-31, 2012 TOURISM AUSTRALIA Holiday via Facebook The app provides location-specific snapshots, info about friends who have visited the destination along with their tagged photos. News Bureau

lan a trip to Australia with the word of mouth from your trusted around their own country. A survey help of Tourism Australia’s network of Facebook friends even of more than 1,000 Facebook users Pfirst Facebook applica- more powerful,” McEvoy said in an nationwide revealed that up to 73 tion known as ‘Discover Australia official communiqué. per cent admit to proactively check- Through Your Friends’, which ena- The app also includes recom- ing the social media networks of bles travellers to plan their holiday mended attractions and experiences their friends whilst they are on holi- in Australia through their friends. earlier uploaded by travellers as a day, including visiting their friends’ The app combines Google Map part of Tourism Australia’s ‘There’s Facebook pages, checking news and Facebook technol- feeds, photos, reading ogy which creates the status updates or directly travel planning tool that conversing about the trip not only helps to choose on Facebook. Twenty where in Australia to go, per cent of those sur- but also provides advice veyed also admitted that from friends who may they have been prompted already have been there. to book a domestic holi- The app provides users day as a result of viewing with location-specific these Facebook updates. snapshots of the places Nick Baker, execu- that their Facebook tive general manager, friends have visited, pho- consumer marketing, tos they may have tagged Tourism Australia, who and comments they may has led the digital and have posted about their social media approach travel experiences. says, “We know from The user has to first research that more and visit Tourism Australia’s more travellers are turn- Facebook page, ‘Like’ ing to their social media the page and click on the networks for inspiration ‘Discover Now’ tab. After to help them plan and get joining, the page opens to the best out of their holi- show a map of Australia days. Tourism Australia’s with posts from the user’s new Facebook app rec- friends. As the user clicks ognises this insight and on the post or snapshot on the map, Social media today provides a simple to use tool involv- he or she can know more about the ing your closest and most trusted place and plan the holiday. greatly impacts the friends to help connect with and Andrew McEvoy, managing share great ideas to plan and make director, Tourism Australia believes way tourists travel. the most of your trip.” that the new app will be welcomed “The new Discover Australia both by travellers and the Australian nothing like Australia’ campaign Through Your Friends app is also a tourism industry. “We know from and featured online at www.aus- great tool for the industry – allow- research that more and more trav- tralia.com. ing us to simultaneously showcase ellers are turning to their social Moreover, the app follows these postings as fantastic examples media networks for inspiration to new research findings released by of things for visitors to do nearby, help them plan and get the best out Tourism Australia, demonstrat- whilst spending time exploring our of their holidays. And this innova- ing the growing impact of social great country,” adds Baker. tive social media tool will make media on the way Australians travel [email protected]

Stories featured on this page highlight innovative marketing techniques using various media vehicles like print, digital and out-of-home. 1(:6$'9(57,6,1* 18 AGAIN << FRQWLQXHGIURPSDJH Knowledge...

extension was in the Indian societal belief that Virgin Idea when given the right opportunity, everybody is capable of achieving the extraordinary. Curry-Nation has created an ad campaign for 18 Again, a vaginal Nitesh Tiwari, national creative resource, tightening gel. afaqs! Reporter explores the effort and analyses the Leo Burnett, Mumbai, admits that after having churned out the last two campaigns, it was communication. By Ashwini Gangal very challenging for the agency to think of something that matched up to these two successful themes. “It wasn’t an easy task for me and my team to come up with something equally interesting, if not better. Thankfully, we have a client who understands that good campaigns need to be given the time they deserve,” he says. Besides TV, this insight will be delivered across media channels including print, outdoor and online. The ads will feature Bachchan.

MILLION DOLLAR INSIGHT? shish Khazanchi, national creative director Aand vice-chairperson, Publicis Ambience, likes the ads, especially the ‘English medium’ icture this: A scene showing a simple, middle WHO REALLY BENEFITS – HE OR SHE? and ‘Bada baap’ films. “They are well written class Indian household, complete with lunch he focus in the ad, is on the woman’s benefit and have lots of killer lines that stick - like, Pdabbas and children riding toy cars, when all Tand not on the benefit that a man gets after his ‘Arre tu bhaga nahi, abhaga hai’ and ‘Saari English of a sudden a saree-clad woman begins to croon, ‘I woman uses the product. Is this a move to keep feel like a virgin…’ and a salsa number starts to take believers of gender equality from flaring up? shape right there. She dances away with her man Nair answers, “The essence of the brand is “Thankfully, and this goes on for a while. It is not till the end of ‘woman empowerment’. It’s about the woman the reel that one learns that the film is an ad for the making a choice to enhance her sexuality, her cel- the client vaginal tightening and rejuvenation gel, 18 Again. ebration of what she is feeling. Here it has nothing understands that to do with pleasing her man. Most products in SANITISED VISUALS this category speak about how the woman gets good campaigns rom an execution point of view, at first glance, rejected by her man, uses the product and then gets need to be given Fa couple of things stand out: Firstly, contrary accepted by him.” the time they to conventional wisdom and given Nair further urges viewers to ” the nature of the product, there is notice the choreography in particu- deserve. no skin show. Secondly, the ad is lar. “It’s the woman who takes the NITESH TIWARI pretty much dripping with ‘Indian- lead. The man she dances with, is ness’. One can be certain that TV just a prop,” she explains. viewers will not feel compelled to Anand Halve, brand consultant aaj hi bol dega kya?’ - They come straight from jump for the remote each time the and founder, Chlorophyll, analy- the gut of the heartland. It’s always great to see ad comes on. And interestingly, it’s ses, “I believe it is not because of nicely written ads.” never the product itself that makes any feminist issue that the wom- Khazanchi opines that the ads go forward people switch channels; rather, it is an’s happiness is portrayed. It is to take the brand closer to Indian grassroots the visual elements and picturisa- because the marketer needs the and have a deep connect with the way “mid- tion that people find objectionable. woman’s buy-in to succeed.” dle-India” thinks. He adds, “The concept of afaqs! Reporter learns from ‘underdog wins’ is always a good plot and has Priti Nair, co-founder, Curry- FOTOCORP ANTI-AGING INC. been used well in KBC campaigns in the past Nation, about the campaign that Nair: stating the aspects hether it is smearing dye on as well.” For him, it hits the sweet spot. both these aspects – the lack of skin Wa stubborn grey lock of hair, Amit Kekre, planning head, Mudra West show and the Indian feel – were part of a deliberate creaming away a facial wrinkle or applying a gel to also appreciates the campaign. “From an strategy. “We wanted to bring a certain incongru- tighten the vagina, all can be perceived as instances insight perspective, I quite like the ads. The ity to the whole engagement, which is why we’ve of human (mostly female) attempts to reverse the insight that ‘knowledge knows no barriers’ combined the overall Indian setting and clothing natural ageing process. works. Depicting knowledge as the most pre- with an anglicised song and dance routine. It serves Some brand experts view this gel as nothing cious asset in life is nice.” to sharpen engagement levels and up the surprise but an extension of the whole anti-aging circus, Kekre feels the ads are enjoyable and make value,” she says. because at the end of the day it is a product that an emphatic point. He however adds that he Sumit Chawla, director, Prolife Product, tells attempts to reverse a bodily change that occurs would’ve preferred the execution to be a few afaqs! Reporter that the brief given to the agency with age. However, Chawla insists that 18 Again is notches simpler. When compared to the past was to make the ad in a decent manner and keep not about beautification and aesthetics; according KBC campaigns, he feels the current one falls vulgarity at bay. Further, his team was also particu- to him, it is a health product with medical benefits. a tad short. “I like the earlier creative renditions lar about a couple of other points. “We did not want The ad, though, makes no mention of these of KBC better. From an execution point of our creative execution to be in the ‘before-after’ clinical benefits and focuses mainly on the sex- view the earlier films seemed larger and more format. We were clear that we wanted the subject related angle. “That’s why we have introduced our seamless,” he explains, adding that the previous to be brought out in the open. We didn’t want to website at the end of the ad to make people explore ads brought a smile to his face, which is miss- make an ad where a woman is talking to her friend ing this time. or sister in a hushed manner,” he informs. FRQWLQXHGRQSDJH>> [email protected]

20 afaqs! Reporter, August 16-31, 2012

1(:63(23/( '(),1,1*020(176 PUSHPINDER SINGH FOUNDER, SAINTS & WARRIORS Total Control “In all my pomposity, I ensured I got myself a corner me and I had entered the presentationsentation without office,” jokes founder, Pushpinder Singh (aka Pushpi), having shown the work to anyonenyone before that. entering his spacious cabin at Saints & Warriors (SAW). So it was like taking complete responsibil-responsibil- The nature-lover, who has an extensive collection of ity for the pitch. It was during this pitch owl curios perched on his cabinet, speaks to afaqs! that the penny dropped. Reporter about the key turning points of his career. he first turning point for me was getting to MAPPING MY OWN DESTINYSTINY live in Mumbai and managing to land a job y third defining momentment was Tin that city. I’d come in from Pune in the Mwhen I was appointedd NCD early ‘90s. This in itself was a huge education as (national creative director) at PublicisPublicis all the fluff and romance that one comes with gets Ambience in the early 2000s.0s. Just flushed away. I remember the ordeal of carrying a being appointed as NCD wasn’tsn’t the dirty blue portfolio from agency to agency, with- defining bit - it was the realisationlisation out appointments, and just walking in and saying that one’s professional skills aren’t “Hi, I am a copywriter looking for a job.” The nice everything and that one needss to bebe part was that more people agreed to meet me than in greater control of one’s surround-round- those who said no. I didn’t expect so many people ings to make the difference. to appreciate an effort like that. I quickly realised that thishis jjobob I started out with Triton and it’s nice that wasn’t about creative excellenceellence many of my colleagues from Triton now work alone. It was about being ableable to here, at Saints & Warriors. I started out in the city offer large clients certain process-rocess- living in Agripada, an area that is not completely level comfort, which in turn requiresequires crime-free. Seeing the underbelly of Mumbai was a certain political sophistication.on. No an education in itself. Besides, the nightlife of matter how brilliant a professionalonal youyou are, Mumbai was also at its peak at the time. All these until and unless you’re in controlntrol of youryour learnings shaped me immensely. destiny and own the business, the pride that you feel about being on top of the profeprofes-s- INNER CONFIDENCE sional heap amounts to nothing.ng. he second turning point was when I acquired Ta certain confidence about myself. There was THE BIRTH OF ‘SAW’SAW’ a moment during my stint at Ogilvy when I felt, ot for a moment will I sayy tthathat ttherehere were “Hey, I can do this all by myself.” It was the confi- Nhuge ambitions when thethe agencyagency was dence to not just create the work but own it too. I started. I just wanted to do thehe kind of worworkk felt that I was not only able to do the work myself, that gave me a sense of self worth,worth, namely, but could also get it done the way I wanted, from strategically sound creative workwork with great my teammates and people around me. I could creative execution. But once wwee started and I hold my own with clients and help sell the work. saw the disconnect that existedd between emeremerg-g- In the late 90s’ I remember being bang in the ing advertisers and existing agencygency cultures, middle of a pitch presentation for Ranbaxy and it would’ve been sheer stupiditydity not to cashcash thinking to myself, “Yes, I think I can do this at the in on it. highest levels.” The pitch was handled entirely by As told to Ashwiniwini GangwalGangwal FOTOCORP

<< FRQWLQXHGIURPSDJH feels that what the ad achieves in the lack of skin show, may still not Moving on the execution, he adds, strategy, it lacks in creativity. “‘Feel make for comfortable family view- “The song and dance sequence is Virgin Idea... like a virgin’, though interesting, is a ing. According to Dheeraj Sinha, engaging. It does make light of what little too ‘ground zero’ in its creative author and brand strategist, censor- could otherwise become a heavy the brand online and understand that execution”. ship in India, is a little confounded topic. Although I am not quite sure it is not a ‘sex product’. It is a health “We’re talking about it, which by the middle class, extended family if the Indian women want to feel like product,” he argues. is good. But we’re doing so in the setting. “Here is a product which is virgins all over again.” same tenor we’d discuss a bawdy intensely personal in nature and has And, still others are overtly AIR-TIGHT STRATEGY? joke. Making the transition from a a beneﬁt that can uplift an intimate offended. Chlorophyll’s Halve states, he ad has evoked a bagful of consumer’s conversation to her life is relationship. Do you really need to “There is a ‘lakshman rekha’ which I Tmyriad reactions from the ad something the ad does not achieve,” bring it out in a social context, more believe should not be crossed. I am fraternity. Bhattacharya declares. so when it’s not a product that needs surprised and disturbed at this TVC Some feel that as long as a brand Some feel that this ad, despite social sanction?” he questions. being permitted. Next stop: penis meets a legitimate consumer need, it enlargement creams?” He feels the deserves the advertising it can afford. Despite the lack of skin show, may still consumer beneﬁt ought to have been However Swati Bhattacharya, portrayed more sensitively. national creative director, JWT India, not make for comfortable family viewing. [email protected]

22 afaqs! Reporter, August 16-31, 2012

1(:6',*,7$/ NEROLAC Tuning in Fully A new social media campaign, Kuch Change Karein, Chalo Tune Badlein, invites people worldwide to come up with their own versions of the much popular jingle of the paint brand. News Bureau

ith the ever-increasing popularity of social media, brands just cannot shy Waway from using it to engage consumers. Kansai Nerolac Paints is the latest player to attempt to leverage the interactive opportunity of the medium. After its Nerolac Earth Matters campaign on Facebook last year, wherein consumers were encouraged to share sustainable living ideas and concepts, the paint brand has launched another initiative to interact with the youth. Nerolac’s popular jingle, ‘Jab ghar ki raunak badhani ho, deewaron ko jab sajana ho, Nerolac. Nerolac’, has been revisited and reinvented for various campaigns over the years, and has carved a unique identity of its own. The brand’s latest social media campaign, ‘Kuch Change Karein, Chalo Tune Badlein’, invites people to personalise the jingle. Looking to involve the consumer in the brand building process, it invites consumers from across the country and even abroad. The submission phase of the campaign is currently live and participants can visit the Nerolac website or the and The Best New Arrangement. marketing (decorative), Kansai Nerolac Paints brand’s Facebook page for details. Besides cash prizes, winning entries says, “This campaign will connect us with young The new versions of the jingle will also stand the chance to be cho- Indian consumers who believe in a colourful and be put up for voting on Facebook sen for future brand campaigns. vibrant life. It intends to engage with the new self- and Twitter, competing in categories The results will be announced on reliant young consumer who is today ﬁnancially such as The Best Jingle, The Most September 1. independent with high disposable income.” Voted Jingle, The Best New Lyrics Singh:the younger group Sukhpreet Singh, vice-president, [email protected]

<< FRQWLQXHGIURPSDJH blind spot for me.” Will it work or not? “With the media weights on it, it will certainly The ‘Second... be noticed,” says Achan. In the opinion of Suraja Kishore, technology and the internet. We national planning director, Publicis share, connect and rekindle the same Ambience, the beauty of this cam- through the various social platforms paign lies in the fact that it executes via the internet, constantly. Thus, the the obvious in the best possible man- communication as well as the service ner. To him, the ‘Har Friend Zaroori’ has relevance for today’s youth, all campaign was like a montage of all digital natives at large.” the facets and nuances of friendship. However, one can’t help but won- And while the current ‘sharing’ cam- der that when removed from the paign is not exactly a fresh insight, it context of digital, does the notion of extends the previous story forward. ‘friendship equals sharing’ fall short? Does the execution adequately “No. It doesn’t but the extent to DOES THE INSIGHT WORK? thing new about friendship. convey the insight this time around? which it happens is highest online,” verall, industry folk find the “Though friendship as a platform “Creatively, it very much seems like responds Dias. Ocampaign engaging. is hackneyed, ‘Har Friend Zaroori’ was more of the same thing. Maybe the “For today’s kids who have grown According to Minakshi Achan, a fresh new execution and it con- approach could’ve been new; per- up in an online world and don’t co-founder, Salt Brand Solutions, nected hugely with everybody. I’m haps a new way of expressing the know any other, even if they have Taproot has identified a nice, broad not sure this one has the same cur- insight,” says Kishore. He however nothing to do together they do that creative territory of friendship for rency as the first,” she says. adds that every brand that has wit- ‘nothing’ online. When we were Airtel and the fact that the agency Does the current campaign stretch nessed resonance with its audience growing up we just shared play-time finds new renditions of the same, the friendship theme too far? “Well,” through a previous, successful cam- with our friends and did some ‘uni- time after time, is great. she says, “it is the brand’s positioning paign is faced with this challenge versally teenage’ things. We never Regarding the ‘sharing angle’, she and it does make sense to stick with both from a strategic as well as crea- shared each other’s lives ‘24 by 7’ the feels that while it is a relevant and it, but the execution is the same as tive point of view. way it is done today,” he elaborates. true insight, it doesn’t really say any- the ‘Har Friend Zaroori’ film so it is a [email protected]

26 afaqs! Reporter, August 16-31, 2012

32,1762)9,(: Are Traditional Creative Heads Digitally Ready? With digital being at the heart of all communication strategy, are the creative heads of traditional creative agencies ready to tackle it? By Anushree Bhattacharyya

1$9,1.$16$/ *85%$.6+6,1*+ .965,'+$5 0$<$1.3$5((. Group Creative Director, Grey Digital Creative Director, Webchutney National Creative Director, Leo Burnett COO, Mktg & Sales, Maruti Suzuki FOTOCORP SUSHIL KUMAR TRADITIONAL CREA- ONE HAS TO UNDER- NOT YET. TRADITIONAL DIGITAL MEDIA HAS TIVE HEADS CAN SIFT STAND TECHNOLOGY AGENCIES NEED TO EVOLVED IN THE THROUGH A MAZE OF AND THE CONSUMP- UNDERSTAND THE NEW LAST FEW YEARS AND GOOD AND BAD IDEAS TION PATTERNS OR AGE CONSUMER AND ONE REASON FOR TO GUIDE AND CREATE BEHAVIOUR ASSOCI- HIS CONSUMPTION PAT- THAT - ESPECIALLY IN EASILY UNDERSTOOD ATED WITH IT TO TERNS. TODAY, DIGITAL INDIAN CONTEXT - messages that hit the sweet build creative, relevant and is not just about banners. It is is that we are a very young spot for a print ad or a TVC. engaging digital campaigns. everywhere. country. The digital landscape is chang- About 50 per cent of the popu- Digital creatives who know ing faster than ever. One has to Tons of content gets cre- lation was born after 1985 and so their chops can recognize constantly learn and unlearn, and ated through social media. the way they engage with media complex patterns and con- follow what’s happening around Hence, traditional creative is very different. They are, as we nect the dots to weave magic the world to keep pace with this heads need to understand that say, always connected and now medium. One has to live digital to this lot is getting economically from logic. They understand think digital. an idea has to instigate a two- free as they are getting jobs. This platforms, technology and the Crossing over from traditional way conversation. Unlike in is the consumer of the future and brand universe that create solu- to digital is not as difficult as dis- the old days when television the creative need of this set of tions to deliver on engagement carding the baggage that comes provided a gateway to build- consumers is very different. with a traditional media hango- While the creative heads of beyond messaging. ver. What works offline may ing emotional connect and a traditional agencies are not ready They perhaps tend to over- not fly online because consum- medium for storytelling, today at the moment but are getting think at times which is not a ers respond differently to each digital is at the centre. ready as they have understood bad thing, since the medium medium. Keeping a pulse on the Creative heads need to that launching one campaign dynamic nature of digital audi- across several media may no demands the ability to plot ences fragmented across various understand that the focus has longer be the best solution for user journeys, map scenarios devices and interfaces is the key shifted to people and it is no both the advertiser as well as and think through possible to mentor, lead and drive large more about monologues but consumers. outcomes. If traditional crea- teams to success. about roping the consumer as Are traditional creative heads tives can deploy their expertise digitally ready today? Maybe not. part of the story. However, it in honing ideas while famil- But as the lines blur between does not mean that a story has iarising themselves with the traditional and digital, it will be to begin on the internet - it complex digital ecosystem, imperative for creative leaders can simply start from a QR to have a universal understand- they can seamlessly blend into ing of different mediums to spark code then transform itself the digital landscape. memorable experiences. and travel across as a viral and then move on to TV.

28 afaqs! Reporter, August 16-31, 2012 1(:60$5.(7,1* DMAI 2012 Need to be Unique Similarity in loyalty programmes may hamper customer retention - was the idea that resonated at a panel discussion at the DMAi Conclave 2012. By Nisha Menon

n Day Two of the Direct However, Iyengar opines, “We The panel also touched upon Marketing Association India are living in the times of ‘elasticity’. the issue of innovation in direct O(DMAi) Conclave 2012, at The customer is in a harem where marketing techniques to retain a panel discussion titled ‘Dam the he is spoilt for choices. What you do, customer loyalty. Patel lamented that Customer’, panelists deliberated on do differently. We should think of most loyalty programmes designed the challenges faced by marketers to customers as flesh and blood.” to retain customers are same and retain customers and their loyalty. The panel comprised Sandip Tarkas, (president, customer strategy, MARKETING MESSAGES SHOULD BE PERSONALISED Future Group, CEO, Future Media, and CEO, T24 India); Ramesh n Day One of the DMAi 2012, Luisa Mazinter, chief executive officer, Iyengar, managing director, Select Othemarketingsite.com, spoke about the importance of generating Direct; Ajay Kakar, CMO, financial customer conversations. Mazinter began by marvelling at just how much services, Aditya Birla Group; and S a part of our lives change has become of late. She meant that the digital Swaminathan, CEO, Hansa Cequity. spurt has increased competition for marketers. "The ‘mass market’ has The discussion was moderated by vanished. The power has now shifted into the hands of the individual Rakhshin Patel, partner, M&C consumer," she said. Saatchi. Today, consumers are in a state of what she calls ‘continuous partial Kickstarting the discussion, Patel attention’. This is because consumers these days are faced with an threw the floor open for the panel’s overload of information coming in from all directions. With many brand view on the critical reasons plaguing messages competing to gain consumers’ attention, it has become that much harder for marketers to get through to their target audience. customer relationship management From a consumer perspective, Mazinter calls this overloaded state (CRM). Kakar was of the opinion of mind ‘the state of ADD-IG (Attention Deficit Disorder and Instant that the two reasons why brands Gratification)’. This state is akin to living near a railway station, where, lose out on customer loyalty are lack with time, the constant buzz of the trains stops affecting nearby residents. of awareness and short-sightedness. Given such high saturation of marketing messages, what is the solu- “We are in a constant race to add new tion? ‘‘Marketers must speak directly to individual consumers through customers. But we forget the existing targeted marketing messages,’’ Mazinter advised. ones. This oversight on our part is With this as the background, she then went on to speak about digital one of the major reasons why we lose technology and its all-pervasive presence in consumers’ lives. Currently, out on customers,” he said. there are 2.6 billion people in the world who are online (part of the digital Tarkas said, “A majority of world in some way) and a large part of this figure comes from the devel- customer loyalty programmes in oping world. Between 2001 and 2011, there were six billion mobile subscriptions (active SIM cards, including those in human India are transactional in nature. hands as well as inside machines/gadgets) in the world. They offer points to a customer if ‘‘Thirty per cent of the world’s mobile users,’’ Mazinter said, ‘‘live in India and China.’’ What does this mean for marketers? they do business worth a set amount. ‘‘Customers have in their pockets a powerful tool that should be tapped into and leveraged by marketers,’’ she said. Hence, these programmes are not She then moved on to stressing on a particular segment of people that comprise an integral part of today’s consumer pool designed to build loyalty, but drive – children and youngsters. In demographic terms, she was referring to those in the 11-30 years age bracket. Mazinter put it disloyalty. As marketers, it is our across rather well – ‘‘this segment of consumers was born with ‘Digital DNA’,’’ she remarked. responsibility to devise plans that Today’s marketers ought to be mindful of the fact that children and youngsters nowadays are ‘‘digital natives’’ and that apart from bringing in new customers in order to remain relevant to them, it is crucial to ‘‘stop talking ‘at’ them, and instead, engage ‘with’ them.’’ Also, the digital and retaining old ones, do not add to prowess of this segment makes post-purchase behaviour of brands and marketers as important as the pre-purchase messaging. the cost incurred by the brand.” She ended by sharing a heart-warming South African case study of a brand that targeted a very niche segment of consumers: Fast food restaurant Wimpy used sesame seeds to write a few fun, descriptive sentences on their burgers in Braille (something The panel also highlighted the to the tune of ‘We’re happy to have made this lovely, fresh beef burger for you today’). Fifteen such burgers were served to importance of data analytics and visually impaired individuals, who were thrilled to read the messages. They then went online and shared their experiences. metrics to measure customer loyalty In all, around 8,00,000 (eight lakh) sight-disabled people received the message. Clearly, dialogue trumps sponsorship. programmes. Tarkas said that the ‘‘Marketers need to personalise the marketing messages, focus on telling stories, need to create a sense of belonging, generate data that is made available is not a powerful emotional connect with people and create a platform for advocacy,’’ concluded Mazinter. sifted and delved into properly and only superficial analysis is conducted. This results in less than optimum questioned whether the sameness CRM solutions being employed by is the reason for the increasing rate brands. at which customers turn to another Swaminathan rued the lack programme. Swaminathan said that of proper metrics and said that the key is not to treat customers customer retention is not looked at as commodities. He said, “All the an enterprise level. He said, “The data that is made available should be major issue these days is that we analysed to decide what each customer do not have a uniform definition wants. Apart from addressing specific of customer retention and loyalty. issues, it will also break the clutter Hence, our programmes fall short of and usher in innovation.” performing to their abilities.” (From left) Tarkas, Kakar and Patel: focus on building loyalty [email protected]

afaqs! Reporter, August 16-31, 2012 29

TELEVISION

AN ELUSIVE AUDIENCE GOGOL

There is a large chunk of young people that channels want to win over with the right programming. Are they going about it the right way? By Prajjal Saha and Anindita Sarkar

ny mention of the youth of today con- “Fifteen years ago, MTV and Channel V were jures up multiple classifications: hard to two of eight channels in India, along with Zee and “Both MTV and pin down, mysterious, short attention Star Plus. Both MTV and Channel V associated Channel V - two of spans and finally, digitally savvy. Not to with the youth for the simple reason that they the eight channels forget,A they are also aware and vocal - the ones who played music,” says Prem Kamath, head, Channel 15 years ago - seek ‘relevance’ in everything. Incidentally, with V. But while the respective genres have managed associated with the almost 60-70 per cent of the Indian population to hold on to their core target group (TG), the youth for the simple being under-35, the segment is also an aggressive music brigade somehow lost its relevance and reason that they target for advertisers across all categories. pushed the youth away from the idiot box. Yet, when it comes to television in India - a Over the years, more than half a dozen channels played music.” PREM KAMATH, platform expected to reflect society at large - the jumped on to the music bandwagon, but none youth, as a category, sorely lacks representation. Yes, could create any kind of differentiation. Besides, CHANNEL V there are channels galore that define themselves as the growth of the internet and FM radio gave the youth channels and claim to vie hard to tap into youth a more interesting alternative. Music, for this specific audience set (broadly defined as the instance, could be downloaded anywhere, free. hold on to the youth brigade. From English, they 15-24-year-olds). But the reality seems different. MTV and Channel V tried to rejuvenate first moved to Hindi music to be more mass. This Uptil now, the so-called youth channels haven’t themselves with differentiated content hoping to was followed by non-fiction content. Now, they managed to succeed spectacularly, while for the are trying their luck with fiction. general entertainment channels (GEC) the youth Channel V, for instance, has launched five new are secondary viewers. Are TV channels doing “If the sole fiction shows (based on teenage romance, college enough to entice this huge audience-set? objective of romance, real life issues) in the last one year which channels is to are aired during prime time. The ‘M’ in the MTV FACING THE MUSIC achieve GRPs, this no longer stands for ‘music’ – the channel refers to n the television broadcasting business, each itself as ‘multi-dimensional’ and ‘multi-platform’. Igenre represents a core group of viewers, on strategy (of the basis of which the channels are sold to the targeting GECs) HARD FACTS advertisers as well. For instance, news is bought works.” TV and Channel V’s attempt to position for males, GECs primarily for females and kids JAI LALA, Mthemselves as youth channels was also for children (4-14 years). Similarly, the music MINDSHARE triggered by the launch of a new channel UTV channels represent the youth brigade. Bindass in September 2007, which, with its

32 afaqs! Reporter, August 16-31, 2012 &29(56725< differentiated controversial reality content, laid within their network.” Going forward,what is the “Content that is claim to the youth GEC leadership. It is not as if key? “Relevant content,” responds Singh instantly, targeted at youth the youth formula hasn’t worked at all. Channel V “which satisfies the passion points of youth.” is a growing curve increased its average weekly GRPs from 10 to 21 but there is room to between 2008-2011(C&S, 14-25 years, All India). SPANNER IN THE WORKS Bindass and MTV, haven’t achieved such steep hile broadcasters are making desperate create content for growth but have managed to retain viewers. For Wattempts to get in the youth, with different youth because 60 Bindass and MTV, numbers have grown from positioning formula, advertisers aren’t buying in. per cent of India is 14 to 19 and 23 to 27, respectively. However, for Youth channels or shows have not been able young.” MTV, the peak year was 2009, when it averaged 32 to command fierce loyalty. “Young people are ADITYA SWAMY, GRPs while for Bindass, 2010 was the year when it highly infrequent and flippant and never restrict MTV averaged at 21 GRPs. themselves to TV. Kids’ channels, on the other These figures are, however, still not enough to hand, if offered with acceptable content, find a interest advertisers hugely. According to TAM data more loyal audience - even parents view these huge fear at play that ‘substantial’ investments provided by various media agencies, 15-24-year- channels. So, on a channel like Cartoon Network in content may not attract the requisite RoI. olds contribute as much as 3,200 GRPs (estimated) you will also find ads for automobiles,” points out Therefore, genres targeting a larger audience base weekly to the overall television market in the HSM Sundeep Nagpal, director, Stratagem Media. (GECs, sports and news) prefer not to delve deep Another reason why specialised youth channels into this category. have failed to cut much ice is that there are several Aditya Swamy, EVP and business head - MTV “Digital has shown carriers of the ‘youth flag’. For instance, sports India admits that there is a lot more to be done. that anything short and movie channels also sell the youth formula. He says, “Content that is targeted towards the works best for Priti Murthy, director, consumer insights, Maxus, youth is a growing curve for sure. But having said youth. Channels says, “The youth brigade is highly fragmented and that, there is more possibility to create content for have to break advertisers use them accordingly.” For instance youth because 60 per cent of India is young.” Euro Cup and F1 are used for super urban youth Many are of the opinion that youth will go for tradition and while cricket is for middle India mass youth. content that makes a difference to their lives and involve users.” Similarly, only reality shows on GECs are used is ‘relatable’. It also needs to have universal appeal. KARTHIK For instance, the quality of an Indian Idol on Sony LAKSHMINARAYAN, has to be equivalent to that of an American idol MADISON POPULARITY STAKES because the youth is already exposed to the latter content online. (How the channels stack up) “We all know that attention span is low in the space. Of this, only 8-9 per cent (260-270 GRPs) youth. Hence, standard formats will not work as comes from the youth (youth + music) channels. well. Digital has shown that anything short would In fact, the segment’s biggest contribution goes to 13% be the best thing that can work for youth. It also (see chart) the Hindi GEC space with 47 per cent 14% 47% needs to break traditional norms and involve share (about 1,500 GRPs). A peep into the average 9% users,” says Karthik Lakshminarayan, COO, Crest, weekly time spent per viewer underlines the high 17% Madison Media. He goes on to add, “Measurement reach that GECs have in this segment (see chart). is another factor. Sample sizes and the youth’s unwillingness to share their exact behaviour is a ARE GECS DOING ENOUGH? deterrent to get better quality information. We or most GECs, the female member of the Hindi GEC – 1504 Regional channels – 448 should try other research techniques to gather Fhouse is the primary audience. It’s because Hindi Movies – 544 Others – 438 information.” the woman controls the remote in a single TV Music + Youth – 270 The youth genre on television is facing July 2012 household, that the youth is forced to follow. competition elsewhere. Compare this: channels But according to Jai Lala, principal partner at like MTV and Channel V have a monthly reach of MindShare, “If the sole objective is to achieve STICKINESS QUOTIENT 12.5 million youth respectively (15-24, Sec A, B, GRPs (media plans are primarily led by GRPs), and C) versus digital platforms like Facebook (18 this strategy works.” (Time spent by 15-24-year-olds on TV million), yahoo.com (15 million) and YouTube The indifferent attitude towards the youth has channels) (12 million). Around 60 per cent of Facebook cost channels dearly. The sudden spurt in growth and social media users are in the 15-24 age group. of non-fiction content on general entertainment is 150 Nearly 80 per cent of these users access these a lame attempt to correct that imbalance. Shows 137 platforms at least once a week and a healthy 15-20 125 like Indian Idol, Dance Indian Dance, Bigg Boss, Kaun 120 per cent accesses it daily. Their main access points Banega Crorepati and now Satyamev Jayate have 112 108 are cyber cafés and home and of late, mobiles. brought the youth closer to TV sets but more 90 Fifty five per cent of mobile Internet users are needs to be done. in the age group of 15-24. On an average, they For instance, KBC in its last episode of season 60 spend 2.5 hours a day in accessing Internet on five managed 17 GRPs from the youth brigade, 42 mobile. Further, among YouTube users in India, while the 15-24 year olds contributed 12 GRPS to Time (in minutes) 30 25 22 38 per cent of users are in the age group of 15-24 the first episode of Satyamev Jayate. There are quite years and they access YouTube at least three hours 0 a few things that have worked for Satyamev Jayate. Star Zee Colors Sony Channel MTV Bindass a week Plus >V@ While it had content which was sure to cut across July 2012 To make sure that they are not swamped out of the youth, the social media and digital buzz also the youth game, television programmers need to popularised the programme further. The buzz on move doubly quick now. social media drove more viewers to the show. to target youth while movie channels are used for [email protected] But media practitioners strongly believe that cost per rating points (CPRP) and reach. GECs are lazy when it comes to the youth. Additional interviews: Amogh Dusad, Pix; Avinash That’s where digital scores. Ravinder Pal Singh, THE WAY AHEAD Kaul, TTN; Nikhil Gandhi, Disney UTV; Luke Kenny, vice president at Neo@Ogilvy says, “Two clear alk about television programming for youth 9XO; Ferzad Palia, Viacom 18; Tarun Abhichandani, content areas that make digital platforms successful Tand the predicament that plagues a broadcaster IMRB International; Divya Radhakrishnan, Helios are: content that creates a sense of competition is ‘low attention span’ and a ‘targeted universe’ Media; Shekhar Banerjee, Madison; Amol Mohandas and content which lets them voice their opinion (22 million viewers). Consequently, there is a and Shripad Kulkarni, Allied Media.

afaqs! Reporter, August 16-31, 2012 33 1(:6',*,7$/ AFAQS! INITIATIVES Double Bill After launching the first professional micro-networking website for the advertising-media-marketing community, The Podium, Banyan Netfaqs, the parent company of afaqs!, also launched an online video channel, called afaqs! TV. News Bureau

rule the roost. fter expanding its footprint that of afaqs.com. “This difference Sandeep Vij, co- in the social media realm will shine through and demonstrate founder and director, Awith The Podium, Banyan itself in its ideology and personal- afaqs!, says, “With the Netfaqs, the parent company of ity,” says Vij. remarkable popularity afaqs!, launched an online video Currently, afaqs! TV has epi- of social media in India, channel. sodes on features such as ‘When the sharing and partici- Christened afaqs! TV, the chan- not @ Work’, ‘Last Day at Work’, pating culture is on a nel promises to be entertaining, ‘The Tough Question’, ‘News high - a world where edgy and fun, with light content. It Nuggets’, and ‘Pick of The Week’. everyone can create, will continue to be in a beta stage Each has its own unique ﬂavour. control and distribute in the near future and will keep ‘When not @ Work’ explores what their own content. And, evolving. an industry professional pursues given that the market- With afaqs! TV, the company as his or her hobby beyond work ing community is at the aims to cash in on the increasing hours. ‘Last Day at Work’ is all epicentre and in a way a online video viewing habits of the about nostalgia and things that an catalyst of this sharing audience. Speaking on ‘advantage individual will miss in his previ- culture, to have a micro afaqs! TV’ in today’s game, Sandeep ous organisation. News Nuggets is social site for this com- Vij, co-founder and director, afaqs!, a weekly round-up of the previ- munity is obvious.” says, “Globally, four out of ﬁve ous week’s noteworthy events and Currently, the property is in its testing stage. Users can upload pictures, follow friends

Users can also import their Twitter updates and LinkedIn

anyan Netfaqs, profiles on which already has the website. Bits presence in the digital and the print domain, has now decid- and share ideas using people watch video online. In the happenings, whereas ‘The Tough ed to expand its footprint The Podium. They can near future, video will form a conse- Question’ is where the channel will across the social media also share articles, cam- quential share of online advertising. make the industry expert explain his realm with the launch of paigns, presentations Already, You Tube is the largest TV stand on a question pertaining to the The Podium. ( in the form of .ppt, channel in India. This is not only a industry. ‘Pick of the week’ is where The Podium (thepo- .pdf, .doc) and videos technological change but a behav- two peers review an ad campaign. dium.in) will be the (it supports YouTube ioural one, too.” Content will be created by the first professional micro- “The video links for now). Vij opines that in India, with the afaqs! TV team and there will be networking website for marketing Users can also import increase in bandwidth, individuals user-generated and social content the advertising-media- their Twitter updates will move to a data rich environ- as well. marketing community. community and LinkedIn profiles ment. “Niche TV viewing, especially Answering the question on direct The property will serve is a catalyst of on the website. for professional communities, will competition to the business news as a social media plat- For the record, move online. Sooner than later, a channels, Vij says, “We are com- form to spread the ideas, the sharing Banyan Netfaqs also has 20-minute niche show will be seen peting for the attention and time thoughts and achieve- culture.” the daily news portal - online as compared to watching it of the advertising, marketing and ments of everyone who SANDEEP VIJ afaqs!; afaqs! Reporter; on CNBC or NDTV. Given this media community. And, therefore, is part of the industry. afaqs! Campus; and enormous opportunity, we believe we certainly are competing for every Consequently, in The Mobile Indian. that afaqs! TV does warrant special moment of his time and attention a category where Facebook and This is the company’s third online focus and a unique distinctive iden- across any media. Twitter are the staple, The Podium property after afaqs! (afaqs.com) and tity of its own,” he adds. afaqs! TV is available to view at will create a niche to fill up the need The Mobile Indian (themobilein- The content strategy of afaqs! http://afaqs.tv. gap for specialists where generalists dian.com). TV will be vastly different from [email protected]

34 afaqs! Reporter, August 16-31, 2012

1(:60(',$ ZEE The Return of Ram After Star Plus, Zee attempts to tap the family audiences on the Sunday morning slot with mythology. What is in store for the audiences and the new show? By Raushni Bhagia

he moment we hear Ramayan on televi- 2.5 TVR and ended on July 29. couldn’t sustain the numbers. This sion’, there are just two things that come to There have been attempts to recreate the time though, the series was remade Tmost people’s mind; Ramanand Sagar and epic by various Hindi general entertainment by Sagar Arts. Sunday morning. Zee TV appears ready to exploit channels, too. Interestingly, Zee TV was the For the upcoming show, Zee this implicit association through a fresh run of the first channel to attempt it in 2002 with Ramayan TV has taken on-board Sagar epic on Indian television, that too in the newly produced by Ravi Chopra. Unfortunately, it Pictures, the production house of awakened Sunday morning slot. couldn’t garner very strong numbers. Later, Meenakshi Sagar, the granddaughter It was a long time since the Sunday of Ramanand Sagar. The channel morning slot was looked upon as a states that the move is a part of the potential money churner, before Star original programming strategy that Plus awakened the time band with was initiated at the start of this year. its celebrity-led non-fiction property, It was realised that Zee TV is one of Satyameva Jayate. Following suit, Zee the GECs with minimum hours of has taken up the 11 AM slot seri- original programming and the chan- ously, albeit with a costume drama, nel decided to build on it. It is learnt an epic. The 50-episode series will be from market sources that the channel launched in middle of August. is offering the title sponsorship at a The oldest and most impactful ver- reasonable charge of about `7.5 to 8 sion of Ramayan, Ramanand Sagar’s crore, for 120 seconds per episode. version, was also seen on the Sunday While the channel has decided to do morning 9 AM slot. It was awarded as away with the ‘powered by’ spon- the most viewed mythological series sor, there will about 4-6 associate by Limca Book of Records. It was A still from the newest sponsors at about `3-3.5 crore with dubbed in various regional languages version of Ramayan an offer of 60 seconds per episode, and is still being licensed to a few sources inform. by its production house, Sagar Arts (Ramanand NDTV launched its GEC, NDTV Imagine (later Sagar’s production house). renamed Imagine on takeover and currently off- MARKET PREDICTION It may be noted that Satyamev Jayate, another air) with yet another remake in 2008. Though iven the history behind the slot and the tel- property on the same slot, garnered an average of the show received average response initially, it Gevised versions of the epic, marketers still believe that the show should deliver decent numbers and register good appointment viewing. The experts also predict that the show will garner at least 1.5 to 2 TVR, while the sampling figures could be higher. Divya Radhakrishnan, managing director, Helios Media says that with the big Sunday morning movement happening around the GECs, the format should work in sync with the time band. “Originally, this was the second prime time band for the television channels; however, nobody con- centrated on it for a long time,” she adds. FOTOCORP FOTOCORP SUSHILE KUMAR Radhakrishnan, Lakhani, Suriyanarayan and Balakrishnan: wooing the viewer with mythology FRQWLQXHGRQSDJH>>

352),/( _1(:6 SUDHA NATRAJAN I FOUNDER AND DIRECTOR I TMC << FRQWLQXHGIURPSDJH The Return...

Amin Lakhani, principal partner, Mindshare seconds this and adds that the slot has missed on good programming. He says that the Indian Never audience always has an appetite for mythology. Marketers unanimously suggest a Dull that these remake attempts don’t really have the repeat factor for today’s audiences. For them, this can be a fresh story telling if the treat- Moment ment of the epic is proper and can resonate well with them. R S Suriyanarayan, associate vice- president, Initiative states that Zee TV is very rooted beyond the metro cities, which will benefit the show. He also affirms that the treatment of these kinds of shows is the most important thing, since the story has already been told. SUSHILE KUMAR expanding by entering the apparel and food sector), THE SMJ EFFECT By Anushree Bhattacharyya as the latter had moved its business from Kolkata to he mythological saga is being Bengaluru. Natrajan headed Interactions (while also Tlaunched right after Satyameva udha Natrajan, founder and director, TMC Corporation looking after Interactive - another media agency) for Jayate ends and the industry analyses (which she co-founded with Raghav Subramanian) calls close to four years. “I had started living out of suitcase,” that the show will definitely experi- Sherself a typical business school product. she adds. Meanwhile, the agency’s work for Parle ence the positive effect of SMJ. The first four years of Natrajan’s career were spent 50-50 was shortlisted in the final rounds in the second Suriyanarayan supports it by men- in Parle, selling biscuits and confectionery apart from edition of the EMVIES. tioning that the success of SMJ may launching an oral care range - Prudent (the range was “Usually one has to make a presentation in front boost the viewership of Ramayan. later discontinued though). She then decided to move of the jury in the final round. Despite being heavily Having said that, he adds that even on and join Cadbury. At the same time, her parents pregnant, I managed to get an air ticket to Mumbai, if the former was not a huge success had shifted base to Chennai and Natrajan, bowing to presented to the jury and we won,” she chuckles. with large numbers, it was definitely family pressure, followed suit. Natrajan who calls her pregnancy a very active one, one of the most popular shows on “During my college days my friends and I used to recalls how she drove herself to the hospital, got her television. It has been a talk-of-the- say that if we ever join an agency it has to be Lintas. herself admitted, delivered her son and then drove town property. Mainly for two reasons – the canteen herself back home. She resumed was famous for serving beer after work within two months. ADVERTISERS’ POINT OF 6 PM in the evening and Vivienne “I was one After four years in Bengaluru, VIEW D’Souza who headed HR was a really Natrajan moved to Delhi. It was xperts unanimously suggest that smart woman,” says Natrajan. of the early a strategic decision. “Since Lynn, Eit should be no gamble for the True to her word, she joined being the chairperson was based marketers since the show is at least Lintas in Chennai. That was the era experiments out of Mumbai, we felt that some- bound to maintain the slot ratings, of full-service agencies and Natrajan, of moving one was needed to manage the if not increase it. Also, comparing it like any other beginner in advertising, Delhi branch, which was the larg- with the lone slot property, Satyamev was expected to do everything from client servicing est in terms of size and business. Jayate, which cost the advertiser about servicing to planning. Chennai was Moreover, I had a national role, `10 lakh per 10-seconder, Ramayan a different city then, with its bus- people to which was a bigger reason for me will be a cheaper option with the tling advertising world. But soon, the to shift to Delhi,” notes Natrajan. ad slots costing about `1.5 lakh per action shifted to Bengaluru as the IT media.” Unlike many other agencies she 10-seconds. industry made its mark there. feels that Lintas provided the Balakrishnan of Allied Media says, Natrajan too moved to Bengaluru after four years as opportunity to truly develop her skills. The agency “This seems to be a viable option the head of Initiative Media - South. “At Lintas, I was allowed her to build, break and mould the businesses. for the advertisers. Also, it is not a one of the early experiments of moving client servicing “I remember going to present the Religare pitch. marketing challenge but more of people to media planning and buying as media. It was Interestingly, people like Sam Balsara and Ravi Kiran a programming challenge. Selling important to have people who understood how to run were there too - and there I was, with no Lynn. My Ramayan on a Sunday morning slot the business apart from having knowledge on brand turn came after Sam’s presentation and we got the is easier than re-making it with the and marketing,” explains Natrajan. business. This is the one thing I have always enjoyed same treatment, and with the peg.” For Natrajan, it was about being on a magic carpet at Lintas - it allowed me to handle my business alone,” However, Radhakrishnan of and flying high. She remarks, “Till date, I have never she recalls fondly. Helios mentions that the advertis- faced boredom, as my work offered me everything After 16-and-a-half years of agency life, Natrajan ers are well-aware of the fact that from thrills to challenges to excitement.” Natrajan got together with Subramanian launched TMC there aren’t many options for fam- believes as long as one has the temperament and looks Corporation, an umbrella company with five brands ily viewing. “This would expand the at pressure as an opportunity rather than a problem, under it - The Media Café, The Media Consultants, family-viewing space and at the same there won’t be any burnout. The Media Consumer, The Media Calibrators and time, reserve for itself the major cate- It was at this time that Lintas launched Interactions The Media Content. Up ahead is a new journey. gories of the advertisers,” she adds. to handle the ITC businesses (the company was [email protected] [email protected]

40 afaqs! Reporter, August 16-31, 2012 60$57,'($

AMUL Rooting For the Olympians Draftfcb Ulka Interactive created a Facebook app for Amul, to up the engagement levels for the brand on social media and boost Indian support for the Olympians. News Bureau

mul has time and again come up with ebrates Amul’s association with the games, besides campaigns pushing good old milk and how the engagement potential with young consumers Ait must be an inevitable part of the daily and sports enthusiasts. breakfast. The company’s creative agency Draftfcb RS Sodhi, managing director, Gujarat Ulka, too, has been a consistent partner in such Cooperative Milk Marketing Federation (owner campaigns. One would still remember the agen- and marketer of the Amul brand), says, “Amul is cy’s ‘Dude, where’s proud to be associated with the Indian Olympic the doodh’ campaign contingent for the London 2012 Games. We hope for Amul not too long that Indian sportsmen will achieve the pinnacle of ago. And it would be glory by delivering their career best performance safe to say that such at the event.” initiatives have helped Also noteworthy is how Amul is taking active ‘doodh’ find a lot of steps towards connecting with the youth, particu- favour with the oth- larly in the sports arena. Last year, it sponsored erwise junk food the Netherlands cricket team in the ICC Cricket loving youth. World Cup and then, the Sauber F1 team at the With London inaugural Indian Grand Prix. And in 2012, it con- Olympics being on tinues with the same sentiment. everybody’s minds Earlier this year, Amul premiered the Amul and Amul being the Milk Olympics commercial on Facebook. The official sponsor of the reactions that came in helped Amul understand Indian contingent, it is time for milk to take centre stage in Amul actively connects the company’s digital with the youth, particularly initiative on Facebook with the central their favourite sport and extend their support by in the sports arena. thought – Milk, the energising the contingent with a glass of milk. world’s original Users can also add a badge to their profile as a the sentiments of the consumer better. According energy drink. token of appreciation for showing their support. to the agency, the application stood to be an Draftfcb Ulka The app in a short while of its launch gathered a ideal platform to consolidate the World’s Original Interactive has significant amount of Likes on Facebook. Energy Drink offering. planned and execut- Hareesh Moorjani, group creative director, “Energise the Olympians strengthens Amul’s ed the ‘Energise the Draftfcb Ulka is of the view that the campaign commitment and association with the Olympics, Olympians’ Facebook thought allows for interesting interpretations. encouraging youngsters to support their favourite application to encour- “In the digital media, taking the thought ahead, athlete. An innovative way to strengthen the ener- age brand interactivity ‘Energise the Olympians’ engages the youth by gy platform owned by the brand by bringing in on social media and not only empowering them to energise the ath- various athletes representing various sports,” says in the process also letes but also show their pride with the badge on Nitin Karkare, chief operating officer, Draftfcb boost the Indian spirit their Facebook profile,” says Moorjani. Ulka. Going by some of the encouraging perfor- and support for the There is a certain sense of pride and celebration mances by the Indian athletes in London, one may Indian athletes. that is usually associated with campaigns such as even think that the energy drink is working well. The application Moorjani, Sodhi, this and Amul does not shy away from the same Who knows? allows users to choose Karkare: milking-op either. The application, hence, successfully cel- [email protected]

Stories featured on this page highlight innovative usage of media using various vehicles like print, broadcast, digital and out-of-home.

afaqs! Reporter, August 16-31, 2012 41 ,17(59,(: JONATHAN MILDENHALL V-P, GLOBAL ADVERTISING STRATEGY AND CREATIVE EXCELLENCE, COCA-COLA A Curious Case of Coke in India

In a conversation with afaqs! Reporter, Mildenhall, expresses his dislike about the fact that Coca-Cola is at the No.3 position in the cola drink category and discusses how the company is trying to create better communication strategies for brand Coke in India. By Anushree Bhattacharyya

hile globally it is the No.1 cola drink, shifting towards what we call ‘not globalisation’ more ‘serial’ kind of story-telling because it has the curious case of Coca-Cola in India is rather a greater focus on global brands. We know the same kind of casting and follows one par- Wvery different. The king of the cola cat- that there are ‘those’ brands that bind the company ticular style. But when it comes to brand Coke egory in India is the home-grown brand, Thums together and have shareholder value. – it varies. For instance, it used serial story-telling Up. In a conversation with afaqs! Reporter, After producing Content 2020, we gave it to through the ‘Open happiness’ franchisee and then Jonathan Mildenhall, vice-president, global adver- the marketing industry at Cannes last year and counts on fan ‘engagement’ story-telling through tising strategy and creative excellence, Coca-Cola, have also uploaded it on YouTube. The reason for Facebook. So for brand ‘Coke’, we strategically expresses his dislike about the fact that Coca-Cola doing this – we really want the creative industry to use all of them as and when required. But in case is at the third position in the cola drink category take it, analyse it and tell us where it is good and of other brands, we try and follow a single format. and discusses how the company is using Content the areas it lacks in – and yes, in the future, inspire 2020 and the Liquid approach to create better us to do Content 2021. In India, Coca-Cola has mostly restricted communication strategygy for brand Coke in India. itself to traditional advertising and has relied With much importance given to the art lessless on the concept ofo ‘Liquid and Linked’. What is ContentContent 2020? When did the idea ofof story-telling, how does The Coca-Cola HowHow is that going to change?c strike? CCompanyompany work? I dodo not use thethe wword ‘digital’ in Content Content 20202020 startedstarted at thethe beginningbeginning of lastlast Interestingly,Interestingly, CoCokeke 20202020 at allall becausebecause I dodo believe in a more ‘Liquid’ year. I got 40 peoppeoplele from aallll tthehe ggloballobal ofofﬁcesﬁces ooff followsfollows four approachapproach andand I feelfeel ideaside should be all over the The Coca-Cola-Cola CompanyCompany who were responsible waysways of story-story- place.place. I am veryvery provocativeprovoc with the advertising for advertisingising and I ggaveave them a massive piece tellingtelling - serial, industryindustry when I sasayy thattha the death of the indus- of home wwork.ork. I asked them various qquestionsuestions multi-faceted,multi-faceted, trytry will be the 30-second30-secon TV ad. If the industry – what is the role of social media, how are we spreadablespreadable and continuescontinues to focus on 30-second TV ads, it will going to bbuilduild a content distribution platform, immerseable,immerseable, die.die. Having said this, theth focus on the 30-second what’s the role of sustainability and many more. aandnd engage-engage- commercialcommercial has to be llimited.im There will always be These 40 peoplepeople came to AtlantaAtlanta andand presentedpresented ment for various a placeplace for it bbutut it hhasas to be a gateway to a more their theoriesries for 45 minutes each.each. EachEach theorytheory brandsbrands underunder enjoyableenjoyable andand immersimmerseableea world. In order to cre- was then mashed and broken byby the other 39 its banner. For ateate a gateway,gateway, the traditraditionalti and digital world will people presentsent in the room. So, byby the end of the examexample,ple, Fanta havehave to be united with mmore concentration on the ffollowsollows a interactiveinteractive space.space. I am particularly prproudo of two things from the I believe in a more ‘Liquid’ IndianIndian business – ThThumsum Up and Coke Studio. BBothoth are perfect eexamples of ‘70/20/10 per approach and I feel ideas ccentent communicationcommunic strategy’. How this worworksks is of tthehe entire 100 per cent mar- should be all over the place. kketingeting budbudget,get 70 per cent is allocated ttoo low-risk mediam options such as tel- week, that is a ThursdThursdayay nnight,ight, evision,evision, OOH,OOH print and radio; 20 per my head waswas full of bits and centcent is allocatedalloc to online; and 10 per pieces of ideasdeas talked about byby centcent is investedinv in high-risk media all these people.people. That night I properties.properties. So both started with 10 stayed up andand workedworked on thesethese perper cent, then increased to 20 per broken endsds and conjuredconjured the centcent andand nown have a different strat- concept off ‘Content 2020’. The egyegy altogether.altoge next day, oonn FridaFridayy morning, I When I come back to India this presented the idea and from year,year, I willwil take a look at the creative there on, we have planplan and expect it to be driven by been buildingilding all moremore ‘10‘10 per cent ideas’. The India our communicationmunication unitunit shouldsho get comfortable in around thiss conceptconcept.. movingmoving out of traditional media.

How importantmportant is InIn India,Indi Thums Up is the No. Content 2020? Will 1 cola drink, with Coke at No. the companypany move 3. DoeDoess it hurt? towards CContentontent 2021 IndianIndia afﬁnity to Thums in the future?ure? Up is huhuge. The consumer base Content 2020020 is important for us, as tthehe company is FRQWLQXHGRQSDJH>>

42 afaqs!! Reporter, August 16-31, 2012 2 0 1 2

1(:622+ TATA VISTA Changing Gears The OOH campaign features the exterior and interior of the car with the message, ‘Move up to Sedan Class’, to upgrade to the new Vista. News Bureau

o leverage the idea of moving up to ‘sedan class’, Tata Motors has rolled out a pan TIndia out of home (OOH) campaign for its brand, Tata Vista. The outdoor creatives showcase the exterior and interior of the car, highlighting the luxury of the sedan. It also displays the message, ‘Move up to Sedan Class’, to inﬂuence the audience about the time to upgrade their car to the new Vista. The campaign has been executed through bill- boards mounted at major car sale markets. The target audience for this campaign is the male consumer belonging to SEC AB in the age group of 25-45 years. The OOH campaign has been executed by Percept Out of Home. It kicked off during the last week of July and will continue for one month. Rajneesh Bahl, business head, Outdoor, Percept

“We positioned the car as a The target audience for Out of Home, says, “The client mandate was to superior option to position the car as a superior option to its near- its nearest direct this campaign is the male est direct competition. Based on the prerequisite, competition.” we chose key car sale markets across the country. consumer belonging to The objective was to drive home the message and RAJNEESH BAHL SEC AB in the age group entice the consumers to modify their car symbol status.” of 25-45 years. [email protected]

<< FRQWLQXHGIURPSDJH This year, you moved the crea- right from finding out whether the continues to do on a global basis. But tive duties of Coca-Cola to Lowe agency understands the core value of I do think the new relationship has Lintas & Partners from McCann the brand, will it be the right fit and provided a chance to develop a new A Curious Case... Erickson. Has it become in- many more. Having said that, we also perspective for brand Coke. vogue for brands to add agencies have the responsibility to ensure that is extremely loyal and in the cola As both Coca-Cola and PepsiCo category, it leads. This is a unique have got busy in expanding challenge for the Indian business portfolio of products, the cola unit. As a global system, we do not “While we are aware category has lost its fizz. Is com- think of a situation when Coke is and respectful of the petition no longer important for not the No. 1 cola drink and here in Coca-Cola? India it is exactly that. The straight competition, we are not I think we are best when we focus answer is - I don’t like that brand on ourselves. And while we are aware Coke is at No. 3; I would like engaging in competitive and respectful of the competition, Thums Up to be at No. 2 and Coke we are not engaging in competitive at No. 1. That would have made me competition.” competition. Earlier, we used to be happier. all over the world actually. But now Nevertheless, we want to make things have melowed down between Coke as iconic and powerful as the two major competitors publicly. Thums Up, but without compro- We are focusing on ourselves and so mising on the latter on any shape or in their roster? we always work with the best minds we are getting healthier and stronger. form. What is interesting to observe As a company, we prefer to stay to produce the best work. In this So is the case with the competition, is having the global icon and the true to our existing philosophy. I case, it was interesting to get a new which is also getting healthier and national icon live together side by don’t think any advertiser wants to perspective from a different agency. stronger. Though we like strong side, and both doing well. It is a change a roster because it is hard I am very grateful to the work that competition but it is not as scrappy complicated challenge, but also a work as it involves many layers of McCann Erickson has done in this as it used to be. fascinating one. work. The process is very tedious – market for so many years and also [email protected]

44 afaqs! Reporter, August 16-31, 2012

1(:63(23/(

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

executive creative directors for its Mumbai hub. ment and organising Rajesh Mani and Sachin Talwalkar have joined the various things required agency recently, in the same capacity. for various projects. In the meanwhile, OgilvyOne took on-board Sambit Mohanty, Harshad Hardikar as senior vice president, executive crea- e-commerce and CRM practice. He will be tive director has quit responsible for driving the e-commerce and Bates India. Mohanty CRM practice nationally. Hardikar returns to joined Bates in 2010, Ogilvy after one year at Rediff.com, where he was from Brand Planet responsible for Rediffshopping. Elephant where he was RANA BARUA AMARDEEP SINGH Gautam Rajagopal has joined R K Swamy SAMBIT MOHANTY working at the same Media Group as general manager and national position. aw & Kenneth has made some senior level head, buying, from MPG where he was VP, Lappointments. The agency has appointed Rana investments (West). He will manage national level Barua as chief operating officer (COO), Amardeep buying for all clients, with a specific focus on tel- DIGITAL Singh as chief creative officer and Samir Datar evision, cinema and radio. as senior vice-presi- Anita Nayyar, who cCann beefed dent (VP), strategic had quit Havas Media Mup its manage- planning. in April, this year, ment and creative Barua will be will resume her older teams with senior based out of Mumbai, role as CEO, India and level appointments whereas both Datar Southeast Asia, Havas in the digital depart- and Singh will be based Media. She had moved ment. Ranjeev Vij in Delhi. As per the new on from Havas, to join and Abhishake Das mandate, Barua Bennett, Coleman have joined the will look after the west and Co (BCCL) agency as general and south region and SUSHIL KUMAR as head, customer manager in Delhi RANJEEV VIJ will report to SAMIR DATAR ANITA NAYYAR strategy. and creative head, Anil Nair, chief At Triton digital, McCann executive officer (CEO) Communications, Mumbai respective- & managing partner, Renton D’Sousa, ly. Prior to this, Vij Law & Kenneth India. national director, was vice-president Singh as chief crea- creative and strategy and head, Proximity tive officer will take gets additional charge India (the CRM, care of the creative as chief executive digital and data arm business in the north officer. With more than of BBDO). and east, he will report 30 years of experience, Zenga TV, a to Charles Victor, D’Sousa has worked mobile TV services national creative direc- with agencies such as company appointed ABHISHAKE DAS tor, Law & Kenneth. DHEERAJ SINHA RENTON D’SOUSA Contract and Lowe Abhishek Joshi as Datar will primarily Lintas & Partners. CEO. Prior to this, look after the ITC business. He will be working Sheel Saket, erst- Joshi was assistant vice-president, marketing, closely with Singh on this business and will report while vice-president, Sony Entertainment Television. At Zenga TV, to Sandhya Srinivasan, managing partner and chief client servicing, Euro he will report to Shabir Momin, managing strategy officer, Law & Kenneth. RSCG India (Delhi) director and chief Former regional planning director of Bates has moved to ITSA technology officer, India, Dheeraj Sinha, has joined Grey as head, Brand Innovations as ZengaTV. planning, South & South East Asia. In his new executive producer. Rajesh Bhatia, role, he will be based out of the agency’s Mumbai In his new role, he president, Euro office. will be responsible for RSCG 4D has Commonwealth (a 50:50 joint venture relationship manage- decided to move on between San Francisco-based Goodby, Silverstein SHEEL SAKET after a stint of over & Partners, an Omnicom Group company, and five years at the New York-based McCann Erickson Worldwide, MEDIA organisation. Bhatia an Interpublic Group company) appointed two joined Euro RSCG fter being recently demerged and con- in January 2007. He NIRMAL DAYANI Asolidated as Network18 Publishing, hasn’t decided on his Infomedia18’s publishing business within next destination. Network18 has announced a change in its Meanwhile, digital marketing agency, Digitas senior management. Network18 Publishing India appointed Nirmal Dayani as the chief promoted Mukhtar Qureshi as chief operating operating officer. Dayani, who has more than officer, business directories division. two decades of experience, moves to the agency Qureshi, who has been part of the company from ESPN-STAR Sports, where he was head in its various avatars for over two decades, will of marketing. look to serve the communication needs of its Dayani will report to Kanika Mathur, presi- SME clients across media channels. dent, Digitas India. RAJESH MANI HARSHAD HARDIKAR

46 afaqs! Reporter, August 16-31, 2012

THE CURIOUS DIGITAL MARKETER Demystifying Digital Marketing To promote The Curious Digital Marketer, authored by 18 digital media professionals, afaqs! Campus partnered Loop Mobile to host a book tour in Mumbai. Digital experts shared their views on social marketing and Loop Mobile’s Surya Mahadevan presented his thoughts on mobile marketing. By Biprorshee Das

Radhakrishnan, Bhattacharya, Karkare and Venkky: mark to market

ollowing the success of its recently launched book, The Curious Digital Marketer, afaqs! FCampus, the knowledge and training arm of afaqs!, hosted a book tour in Mumbai partnering with Loop Mobile. The event saw digital media professionals getting together, as social and mobile marketing were discussed by experts, besides a deeper insight into the handbook being offered. The welcome note delivered by Prasanna Singh, chief operating officer, Banyan Netfaqs was followed by a brainstorming session where experts discussed if the social graph is the new ammunition for marketers. The panel of experts comprised Ekalavya Etsy and Fab.com, showing how socio graph Bhattacharya, head, digital, MTV India; Unny integration is being used to facilitate better engage- Radhakrishnan, head, digital, South Asia, Maxus ment with the consumer. and Mihir Karkare, co-founder and vice-president, The concept was further discussed as Venkky Social Wavelength. The discussion was moderated put forward questions before the panel. by Preetham Venkky, business head, KRDS India. Karkare said, “Social graph allows marketers Venkky opened the discussion with his thoughts access to not just structured data but also users’ on social graph. He pointed out how social graph activity, which is a lot richer than the information has taken social networking beyond mere connec- a user puts up on his profile.” tions by mapping users. Bhattacharya said how one must stop looking at According to Venkky, marketers need to under- social graph as ‘ammunition’ and think of it more stand that marketing is all about conversations and as a ‘target finder’ with the user being the ‘weap- social graph is a tool to better steer conversations on’. He stressed on the need for a brand to invest on social media. in content. Herein, Bhattacharya cited the example He presented three case studies - Trip Advisor, of ‘Nano Drive with MTV’, a social streaming

48 afaqs! Reporter, August 16-31, 2012 1(:6(9(17

light upon how mobile telecom’s revenue model has evolved from voice to VAS and now, data. He spoke of the evolving telecom applications and revenue streams which have made mobile marketing much more interesting and promising than before. Mahadevan advised that mobile is a multi- dimensional medium and supplementing other media could prove to be a high reach, high frequency marketing tool. He also spoke of various mobile advertising forms that could be text-based, web-based, applications, e-mailers, video, voice-based, bill envelope advertising and idle screen advertising. He said that with the appropriate conditions, improved subscriber proﬁling, the right kind of expectations on mobile marketing’s potential,

show featuring the journey of four teams driving Mahadevan: through the country in a Tata Nano and sharing the mobile their experiences. supplement Through the show, MTV India targeted social media enthusiasts and sent them on the drive. Tata Nano, on the other hand, exploited the opportunity to increase the cool quotient of the car by showcasing it as a vehicle otherwise considered for light city driving as an off-roader. Deterrents to the idea also received attention, especially how privacy issues could be a constraint and how social mapping also depends on how much a user decides to share on the social network. high reach and high frequency campaigns can be Karkare remarked that reliance on sharing ensured. could be a deterrent or advantage, depending on Following the presentation, contributors to the product and the target group. The Curious Digital Marketer were felicitated and “The general trend is that people are sharing a copies of the books were distributed to the guests, lot more due to various reasons such as quicker drawing the evening to a close. internet, smart mobile devices and others. Even Later, talking about The Curious Digital if there is less content, there are a lot of insights Marketer and the partnership with afaqs!, available,” said Karkare. Mahadevan said, “It is a very informative digital, When asked if marketers are investing in con- social and mobile marketing book and I congratu- tent, Bhattacharya said that marketers need to be late the afaqs! Campus team for a commendable smart and note that they do not have to create con- job. This is a beginning towards creating direct tent but ride on what is being created by others. awareness and this kind of joint effort towards Radhakrishnan said, “It is not going to be just educating media agencies and corporates is a step a content game but context has to be considered to establish ourselves as a strong contender in the too. One must keep the eyes and ears open and mobile marketing media space.” be aware of the changes. Our agency is investing The handbook covers most commonly asked signiﬁcantly in research. Such initiatives will go a questions in the digital marketing sphere respond- long way in understanding consumer behaviour.” ed by experts in the business. More details on the The experts said that brands must listen as book can be found at http://campus.afaqs.com/ the listening exercise is hardcore research. Also, Shalini Gupta, head - brand and mobile book_details.html. instead of the content, brands should continue to advertising, Loop Mobile in a conversation [email protected] observe what is being talked about, what is working and what is not. Towards the end of the discussion, Bhattacharya said that the ideal open graph would be a central one, to which all social websites would contribute, creating a system that is truly open. “Facebook probably does not know what I do on other websites,” he noted. Following the brainstorming session, Surya Mahadevan, chief operating ofﬁcer, Loop Mobile took the audience through a comprehensive presentation showcasing the evolution and potential of mobile marketing. Through his presentation, Mahadevan threw

afaqs! Reporter, August 16-31, 2012 49 1(:622+ PHILIPS Stepping out in Style Mannequins at three leading stores in Delhi were replaced with real body-builders who demonstrated the grooming results of Philips BodyGroom. By Jhumur Nandi

hilips Consumer Lifestyle division made use of interesting Pcommunication vehicles for consumer engagement to increase penetration and recall among the A specially designed Philips Canter male target audience. The exercise was made a one-stop-shop for those aimed to promote its men’s groom- interested in familiarising themselves ing products range, along with the with the Philips male grooming prod- latest addition in the range, Philips uct portfolio. People could participate BodyGroom. in unique games to help them iden- During the last week of July, lead- tify their style and get expert tips on ing stores across Delhi such as Plugins how they can transform their facial at Paciﬁc Mall, Subhash Nagar, One styles. Philips Store at Great India Place, The brand also introduced a ‘Style Noida and Kunchals at GK 1 M-Block Sutra’ app that allows consumers market, replaced their regular man- to explore different facial styles on nequins with real body-builders who themselves. The application allows demonstrated the grooming results of men to try 12 different facial hair the Philips BodyGroom. styles using augmented reality tech- Interested consumers were given a nology. “A new age product like the Philips BodyGroom calls for new age marketing, which connects with “A new age prod- touch and feel of the product and a demonstration the consumer and has never been seen before. uct calls for new of its features, including temporary tattoos inked Hence, the concept of multi-touch point, mul- on their bodies and photographs with the tattoo, ti-facetted activations that include a live touch age marketing, given away in a special photo frame. and feel experience for the shopper, an explora- which connects To increase personal engagement with the tory online experience for the experimenter and with the youth for the overall male grooming category, a a mobile demonstration unit to increase the out- canter activity was also organised across key cit- reach beyond Tier 1 markets was initiated,” says consumer.” ies in Punjab, West Bengal and Karnataka, which Aarushi Agarwal, director, marketing, personal AARUSHI AGARWAL kicked off during the ﬁrst week of July and contin- care, consumer lifestyle, Philips India. ued till August 2. [email protected]

highlight the nega- radio channels too ANIMAL PLANET tives of the Indian for the anthem forest and wildlife. placements. The The new time band property will Into the Wild associated with the also be heavily awareness of the promoted on the The 30-part series, Yeh Mera India, premiered wildlife conditions in eight channels on August 15 and showcased Indian wildlife and India has an origi- of the network.” nal programme line He adds that awareness about the same. A few episodes of the up of 26 hours. though the chan- show will be hosted by Valmik Thapar and some To promote the nel will not focus programme, the on the negativi- others by Jeff Corwin. By Raushni Bhagia channel has pro- ties in the Indian duced an anthem wildlife scenario, nimal Planet, a wildlife Interestingly, the channel does not – a three minute the relevant facts channel from the Discovery multi-lingual and ﬁgures will be ANetworks stable, dedicated music video com- mentioned. an hour-long programming for posed and performed by renowned The show focussed on Indian wildlife by launching a dedi- music personalities such as Leslie creating more awareness about cated India series – Yeh Mera India, Lewis, Shaan, Mathangi and Monali. Indian zoology, targetting the to celebrate Indian nature and wild- Rahul Johri, senior vice-presi- niche audience of the channel. life on August 15. dent and general manager, South A few episodes of the show are The 30-part theme-based series’ Asia, Discovery Networks Asia hosted by Valmik Thapar, renowned episodes focus on various aspects Paciﬁc, says, “The anthem will author and wildlife conservationist, of Indian fauna, including tigers, be made viral on the internet. elephants and rhinos, among others. Johri: viral anthem The negotiations are on with the FRQWLQXHGRQSDJH>>

50 afaqs! Reporter, August 16-31, 2012 1(:622+ 9XM Appetisers to Happytizers The channel has tied up with 40 restaurants across Mumbai to brand 9XM as a primary Bollywood music channel. By Jhumur Nandi

XM continues to initiate interesting branding activities in a bid to position itself as a primary 9Bollywood music channel. The channel has now targeted restaurants to reach its viewers. It has tied up with more than 40 restaurants in Mumbai and is in talks with an equal number of restaurants in Delhi to connect with its viewers through its initiative, 9XM Happytizers. It has placed tent cards with Bade-Chhote jokes in the format of comic strips (from the Bakwaas Bandh Kar series) across the restaurants for people Sharma: insight on the activity to have a good laugh while eating out. 9XM Happytizers is also being promoted on- air through details about the associated restaurants The restaurants are head of this group, a lookalike of Vasant Dhobale as Bade and Chhote’s favourite eating joints in (to spoof ACP Vasant Dhobale who entered bars Mumbai. being promoted as Bade and pubs to stop the music), asked people ‘What The list of associated restaurants includes is going on here?’. Later, the ‘cops’ broke into a Wah..!! Bollywood, The Great Punjab, Kailash and Chhote’s favourite dance performance to the tune of ‘Char baj gaye Parbat, Bombay Blues, Shiv Sagar, Balthazar, lekin party abhi baki hai’. Persian Darbar, Urban Tadka and Masala Mantar eating joints in Mumbai. After the dance, the group left behind branded The activity will run for three months, begin- mugs carrying the communication, ‘Party Haq Se ning in August. with 9XM – Stay connected to music anywhere/ Also, continuing its tradition of innovative anytime with 9XM’. activations, 9XM recently conducted a flash mob Speaking on the initiative, Kapil Sharma, vice activity across media buying and advertising agen- president Marketing, 9X Media Group says, “9XM cies, wherein groups of four-five cheerleaders is all about Bollywood music and humour and we danced to party music in the office premises and are extending the humour aspect on the ground started distributing pen drives/sling bags. The with 9XM Happytizers. Through this activity we duration for the flash mob activity was 1.5-2 min- intend to engage with fans while they’re away utes in each premise. from their television sets, by providing entertain- During the activity, the group of hockey stick- ment in true 9XM style.” wielding men entered the office premises. The [email protected]

UNINOR link the cost of a cup of tea with the product, promoting the message that Uninor offers low-priced plans such as the STV 5 that offers calls at the Small is Better price point of a cup of tea. The OOH campaign has been The out of home campaign has used more than 250 large and small formats executed by DDB Mudra Max in along with branding of paper tea cups and walls. By Jhumur Nandi the main towns of UP West - Agra, Bareilly, Meerut and Dehradun. It kicked off from the second week of ninor is running an exten- July and will continue till the end of sive out of home (OOH) August. Ucampaign across the main The campaign is based on markets of Uttar Pradesh West circle Uninor’s philosophy of putting its to promote its product, STV 5, also customers ﬁrst by offering them called Chhota Bond, which offers a quality services and value for money national talk time of 12 minutes or products, while acting as a medium 720 seconds at `5, valid for one day. that would enable them to commu- The campaign has been executed nicate their message. over 250 large and small formats K C Narendran, circle business including hoardings, posters, ban- promote the product, wherein it has head, UP West circle, Uninor, says, ners and buntings, supported by branded the paper tea cups and walls “An OOH campaign really gives advertisements in mainlines. The at the tea stalls in the blue colour any brand a unique opportunity to brand has also utilised more than Uninor logo, with the message, ‘`5 create impact with engaging com- 200 tea stalls and dhabas on highways Mein paiye 720 second/local or STD’. and main towns across the region to Branding of tea cups was done to FRQWLQXHGRQSDJH>>

afaqs! Reporter, August 16-31, 2012 51 %<,19,7$7,21 Well-known professionals write on issues that they feel passionately about

LYNN DE SOUZA Stem the Rot

he NDTV versus Nielsen try leaders. lawsuit (which states It has become so rare to meet that the wrongdoings of anyone who is willing to do anything the research agency have for the genuine good and growth of Tdirectly and proximately caused the industry. Put a bunch of sincere, financial injuries to NDTV, thereby bright eyed, talented people together seeking compensatory and punitive and ask them to deliver the next damages from the agency) isn’t just a TV audience measurement tool, and very serious response of a frustrated within a short time, they will be network that got no answers after submitted to pressures of all kinds - years of searching. It isn’t about who enough to make them leave their best is right and who is wrong, and who intentions at the door. will be proved right and who will pay It will take an almost missionary the price. zeal on the part of a few well-inten- It is in fact a deadly symptom of a tioned individuals in our industry dangerous and insidious disease that to take on the might of the vested has crept into the media and adver- interests. Hopefully, there are some tising industry over the past decade of this breed around, who still have - a decade which has seen business the courage of integrity, and the growth and competitive pressures character of persistence, that will be lead to a disproportionate erosion of required to overcome disillusion- value, both financial and ethical. ment and pressures of all kinds. The disease is called “Vested I don’t know how much an Interests”, and it has become pan- expensive law suit will achieve. I demic. There is little that can be don’t think it is the cure or even the done, in any sphere, without encoun- preventive. Beyond a point, you can- tering the deadly manifestation of not fight manipulative minds with the vested interest. It pervades the %H\RQGDSRLQW\RXFDQQRWILJKWPDQLSX threats and money. You can only talent pool, the media currencies, fight them with straight minds. the editorial columns, the industry ODWLYHPLQGVZLWKWKUHDWVDQGPRQH\ Maybe a handful of really hon- associations, the deluge of confer- est and greatly gutsy and committed ences and seminars, the awards - the people, who are willing to pull out list is endless. readership measurement for more haloed ground called the ‘field’, and all the stops to clean up a decade old Vested interests prevented BARC than a decade. Vested interests keep vested interests make other vested infestation, is the answer. from doing anything concrete or some agencies away from participat- interests turn the blind eye. substantial for several years. Vested ing in awards they have little respect Vested interests influence those interests prevented the formation of for. Vested interests allow media cur- that have influence - ranging from (The author is chairperson and chief a genuine joint industry body for rency surveys to be influenced in that young journalists to senior indus- executive officer, Lintas Media Group) THE LIGHTERL

Fire has always played an Pocketsize being the keyword here. important role in our lives. After a few failed attempts (pocket It satisfies two of humankind’s candle – short life span along with hot most basic needs – it cooks wax in pants and portable chimney – our food and gives us warmth. couldn’t fit inside even an XXXXL But creating fire was never pocket), our imagination sparked easy. You would need 2 off a great idea. We chanced upon stones, some dry grass and a simple design – a metal or plastic lungs full of twice the amount container filled with a flammable of air they could hold. What fluid or pressurized liquid gas. And was needed was something an even simpler mechanism - flint for pocketsize, to light a spark in ignition, some provision for the darkness and create fire extinguishing the flame and voila. with the flick of a finger. We called this piece the Lighter.

Celebrating Ideas That Change The World

Besides just our basic needs being fulfilled, ever since its Spikes Asia takes place at Suntec Singapore introduction, the Lighter has also helped humankind take to the from 16-18 September 2012. outdoors and is responsible for starting off many a campfires and a whole lot more BBQ’s. The Lighter has also been immortalized To register to attend visit as an important accessory at rock concerts and has made its way www.spikes.asia/attend_the_festival into lyrics of over thousands of rock/folk/pop/country songs. What started off as a small solution sparked off a great wave of uses. Today, no birthday is celebrated without the Lighter. %<,19,7$7,21 Well-known professionals write on issues that they feel passionately about

CHINTAMANI RAO The TAM has Come

“The time has come,” the Walrus is no argument: that’s like saying, “I remained the same, buffered every- so tiny? Perhaps it isn’t. Perhaps this said, know I’m lying: but I don’t know time by some increase in sample. is a reflection of the inadequacy of “To talk of many things: the truth, so let’s go with the lie.” So And what did the users do? Sliced TAM. But you can’t use the data Of shoes - and ships - and who is the victim? The advertiser, I and diced the data at will, ignoring to show off your prowess on one sealing - wax - should think. hand, and question its veracity on Of cabbages - and kings - The biggest point of contention the other. There have often been dis- And why the sea is boiling hot - has always been the sample size, and cussions, formal and informal, with And whether pigs have wings.” everyone has their prescription. I am TAM and among user bodies, on - Lewis Caroll, no market researcher or statistician the need to increase the sample. The Through the Looking-Glass to comment on what the sample size problem is no one wants to pay more than what they already are, though irst, a disclaimer: I hold no they want more than they are getting. brief for TAM, or for any About a year ago, the NBA company or industry body. demanded that TAM release news Also, I have no knowledge viewership data monthly instead of Fof the alleged corruption in the TAM weekly. They somehow positioned system, and neither am competent to this as being in the public interest, comment on it, nor wish to. and mustered government support In all that is being said about for it. Thankfully, the idea sank - the ills of the audience measure- under the weight of its own sheer ment system, a lot remains unsaid, ludicrousness, perhaps. as broadcasters and other stakehold- In March 2012 at FICCI Frames ers look over their shoulders when was announced, amid much applause, they speak. Having led broadcast net- the formation of the Broadcast works as well as media agencies and Audience Research Council been in the leadership of industry (BARC). An industry initiative to bodies, I too have debated the issues develop a robust, user-driven audi- and heard the arguments. But I have ence measurement system, BARC no skin in the game anymore, so I brings together the industry bodies don’t need to be circumspect. of the three key stakeholders: broad- The rumblings began, or at least casters (IBF), advertisers (ISA) and became audible, in 2005, when advertising agencies (AAAI). Part of MRUC called meetings of adver- the announcement at Frames was the tisers, broadcasters and agencies in much-lauded bringing aboard of the Mumbai and Delhi, and initiated %URDGFDVWHUVXVH7$0WRDGYHUWLVHWKHP AAAI, by the other two. discussion on the shortcomings of At last, a welcome step in the right TAM. But these were only crib ses- VHOYHVDQGQRWMXVWVHOOGHDOVWRDJHQFLHV direction? Yes, except that the three sions: they proposed no action plan. bodies first met about six years ago, Much heat was generated; rhetoric and formed BARC as an equal three- indulged in; tea and samosas con- should be, but it is clear that cur- the fact that they were dealing in way partnership. Nothing seems to sumed; and everyone went back to rently it is inadequate for the large dangerously small samples. have happened after that except that business as usual, crunching TAM and complex market that India is. Broadcasters use TAM data not two years ago, AAAI was thrown out, data to do media plans and deals. TAM as we know it was the result only to negotiate and sell deals to for few unclear reasons. And nothing I said it then and I say it now: of the merger of two systems: TAM advertisers and agencies, but also seems to have happened since, except if the industry is a victim, it is a and INTAM; created at a time when to advertise themselves. Every news the announcement at Frames and complicit victim. That TAM is inad- the media world was simpler. The channel runs ads claiming to be subsequently, IBF accusing its ‘part- equate for the current context and big advertisers were FMCG; most No.1, on some day and time of its ners’ of delaying the process. marketplace is perhaps inarguable. brands addressed females in the age choice, doing worse than split hairs. So it appears, sadly, that the indus- But broadcasters and agencies have group of 15-44 years; and most pro- Consider the fact that English news try bodies of the three stakeholders been using data that they say is inad- gramming was entertainment. In has, on an average, 0.1 per cent share cannot together find a solution to equate and inaccurate at best, and that simple world, TAM as a broad of total TV viewership. If a channel their single biggest collective prob- manipulated at worst, to further their measure was perhaps adequate. As with 23 per cent share claims to be lem. Finding fault is not enough. business: to direct the spending of channels and genres of content pro- the leader because it has a two per- Either manage the current system or clients’ money. That is over `60,000 liferated, audiences got fragmented centage point lead over the next one, change it - now. crore of TV ad expenditure since and newer categories began to be that’s a difference of 2 per cent of 0.1 2005, when MRUC initiated the advertised, addressed to more sharply per cent of TV viewership - based on discussion (basis: PwC estimates). defined audiences. The need for finer a notoriously inadequate sample. (The author is a strategic marketing and That this is the only data available measurement grew but the system Is English news viewership really media adviser.)

54 afaqs! Reporter, August 16-31, 2012

1(:6%22.6 5HDGLQJ5RRP OBITUARY MANISH AGARWAL CEO, V Ramani Reliance Entertainment Digital The industry veteran leaves behind an illustrious recently read Tuesdays With Morrie, career in advertising that spanned almost three IThe book is a wonderfully honest exchange between a terminally ill profes- decades. News Bureau sor and his ‘successful’ student. They both gave and received wonderful gifts of love Ramani’s passing ended a tars of Mediaturf, Connecturf and and friendship. Their beautiful exchange 29-year old career in adver- Ignitee. He eventually took the lovingly captures the simplicity beyond V tising. He would have entrepreneurial route at the age of life’s complexities. turned 51 this November. 50 last year, launching Parietal with I was so enthralled that I ended up The industry veteran stepped Harminder K Datta (ex Ignitee reading it in one sitting. Morrie made me look at my life as well and face into the realm of communica- hand). Parietal was launched to some questions about the direction I’m heading in. I love reading histori- tions in 1982, joining Lintas as bring back consumer-centric plan- cal and cultural books because they give you a perspective of why things a media planning executive. He ning to the media business. are like the way they are today along with a glimpse in a rich cultural and worked on several Unilever The mathematics graduate from historical background. I also like a mélange of ﬁctional and non ﬁctional brands at Lintas. Ramani was a K J Somaiya College, Mumbai also worlds like the way Salman Rushdie and Amitav Ghosh do it. Some of part of the team that launched Surf loved teaching, something that my favourites include India after Gandhi, by Matic. During a conversation with he dabbled in prior to advertis- Ramchandra Guha, Biography of Indira afaqs! Reporter, he confided ing. It was something close to Nehru Gandhi, by Katherine Frank, the how during the market research Ramani’s heart, taking him back Rabindranath Tagore books and of course conducted prior to the launch, to where he started. He is remem- Tuesdays with Morrie has entered to the it was learnt bered as a guru, list now. that washing too, by his partner Next, I am ready to lay my hands on A machines in at Parietal. Datta, Suitable Boy by Vikram Seth. I will actual- Punjab were co-founder and ly be revisiting this book. I read it way back bought on a director, Parietal, in 2000 and now I want to re-read it. The large scale to says, “For me, he satire and the lyrical style of writing make make lassi. was my guru first. all Seth’s books extremely enjoyable. After seven He taught me As told to Raushni Bhagia years at Lintas, everything about he headed digital media. He to McCann was a fighter and Erickson (Delhi) always believed << FRQWLQXHGIURPSDJH << FRQWLQXHGIURPSDJH as director, that he would media planning win his way back. Into the... Small is... and buying as Even during his he longed to last days at the while others are by Jeff Corwin, an munication and enhances the brand work on motor- hospital, he would American nature and wildlife con- visibility in the highly cluttered mar- cycles and have a thumbs-up servationist. kets. While most other brands in banking brands or a wink for you, The 30-part series comprised the telecom sector have relied on after having knowing that he of 10 older episodes that included celebrities to do the talking, Uninor spent enough would make it.” Wildest India, Land of the Tigers, has consciously kept away from the time Ishan Raina, Tiger – Spy in the Jungle and Jeff brand ambassadors, letting regular on household products. chief executive officer, OOH Corwin’s Experience; along with youth take the message across. In After short stints at McCann Media has had a long professional the new episodes – Nagarhole, fact, the company has used OOH and Draftfcb Ulka, Ramani headed relationship with Ramani, work- Rhino Story, Natural World, quite effectively to gain a strong to Contract Advertising joining ing together at Lintas, Contract Tiger’s Fortress, Ladakh – A forbid- brand recall in various markets.” hands with his ex-Lintas colleague, Advertising and Euro RSCG. den wilderness, Tigers next door Speaking on the campaign, Jagriti Ishan Raina. Ramani remembered “Ramani and I go back to 1985. and Swimming Elephants, among Kohli, deputy general manager, his Contract stint fondly, where He has always been a good and others. DDB MudraMax shares, “The lat- he formed a nexus working close- loyal friend and I will also remem- However Discovery Networks ly with Devika Sharma, Rohit ber him as a sharp intellect,” says had announced an India-centric Srivastava and Ravi Deshpande Raina. show at the start of this year, too. The company has during 1993-96. His colleague at Contract The series, India Wild Encounters, tapped 200 tea While at Contract, Ramani Advertising and the agency’s plan- ran from January 26 to February 26. once again showed his expertise ning head, Rohit Srivastava calls Later, the frequency was decreased stalls and dhabas. in household brands. He worked working with Ramani a rewarding to a weekly telecast of the show. extensively on Philips. During his experience. He says, “Ramani was The channel has also hosted single est campaign for Uninor is a perfect tenure, the agency strategically a person with tremendous zest for episodes of other India-centric shows example of going ‘Glocal’ with our signed Sachin Tendulkar as brand life. One with loads of energy. He such as Great Cats of India. ideas. The tea cup branding idea was ambassador for `50 lakh for three would always push you and push The channel claims that the simple, with a huge mass connect years, just before the cricketer’s himself. Always fun to work with, offering is an attempt to create an and appeal for the `5 STV cam- asking price rose to `2.5 crore. he would come up with an altered association between India’s rich paign. `5 for a cup of tea-`5 for a It was during his stint at Euro solution, a fresh way of looking wildlife epitomising its freedom and Uninor recharge-instant connect for RSCG that Ramani’s love for digi- at things. Working with him was paying a tribute to their vivacity, thus the brand proposition on offer with tal took serious shape. Mediaturf always rewarding,” Srivastava helping in its preservation. the brand’s core TG.” was formed in 2000, where he adds. [email protected] [email protected] spent a decade in the various ava- [email protected]

56 afaqs! Reporter, August 16-31, 2012 RITESHRITESH SINGHSINGH NationalNational Director,Director, MEC InteractInteractionion Wary Wayfarer

HaveHave you ever been surprised by the taste of food, outside India?India? Where?Where? Surprise came in Singapore while trying Octopus salad, it was like a tastytasty butbut hardhard chewingchewing gum.

What and where has been yyourour best bazaar bargainbargain so farfar?? f there is one placeplace yyouou can keepkeep ggoingoing back to for a holiholi-- BeingBeing an indian, we ggetet a kick from barbargaininggaining and across the world we day,day, where would it be? areare known for it, China Town in KL was a decent exexperience.perience. IKohKoh Samed, Thailand and Barog, Himachal Pradesh.Pradesh. Which has been the most unique destination that you everever Tell us three good things about travelling.travelling. visited. When and why? TravellingTravelling helpshelps in breakingbreaking thethe monotony, in knowingknowing andand under-under- ThisThis was for work,work, hadhad gone to a placeplace calledcalled Haji Peer in Kutch,Kutch, standingstanding culturescultures anandd hhelpselps in bbuildinguilding a strong hhumanuman siside.de. GujaratGujarat – thisthis placeplace hashas a totaltotal populationpopulation of 500 andand is actuallyactually 2 Km awayaway from the Pakistan border.border. WhenWhen youyou travel, what is a must carrycarry for yyou?ou? Camera, pphone,hone, books and an oopenpen mind. TellTell us how have youyou managedmanaged to make a journeyjourney fun. I like to interact with fellow travellers to listen and learn from them WhenWhen and where did your best holiday happenhappen?? theirtheir plans and improvise on the go. It’sIt’s difﬁcult to call any one of the experiences, the best, there are manmanyy moremore to come, butbut havinghaving saidsaid that,that, experiencing SwitzerlandSwitzerland of IndiaIndia A gourmet gaffegaffe tthathat you wouwouldld likelike to sshare.hare. – KashmirKashmir was an unforgettableunforgettable experienceexperience.. MaximumMaximum placesplaces wwherehere you get InIndiandian foofoodd outsioutsidede InIndia.dia.

AsAs a traveller, what’s yyourour titipp for the others? What has been yyourour worst travel moment? WhWhy?y? KeepKeep your palate neutral and the world will look healthy. A childhood memory, entire family was standing at the railway station toto bid a bye to our train, 1-4 were our waiting numbersnumbers.. A colleague/co-worker from your industry with whom you wouldwould likelike to go on a holiday.holiday. WhatWhat is tthehe bestbest souvenir you ever bboughtought forfor anyone?anyone? A long pending plan to go with the Unofficial Digital Night (UDN) A very touching souvenir that I got from my cousins while return-return- group on a holiday,holiday, thisthis question hashas reinstatedreinstated thethe needneed to makemake it ing from thethe Boston - USA, it was a refrigerator magnet of HarvarHarvardd happenhappen soon.soon. UniversityUniversity with a note sasayingying that now I can call mmyselfyself a ‘Harvard Returned’.Returned’. -2%6:,7&+ JOBSWITCH Post: Dy.General Manager in getting business. Company: WITS Interactive Pvt Ltd Company: Wizcraft International Ent. Exp: 4-7 Profile: Responsible for bringing in Pvt. Ltd Location: Mumbai new business and co-ordinate with Profile: Will be continuously scanning Email: [email protected] the Operations Team for smooth the environment for new business ...... and successful execution. opportunities and liaise with internal Post: Business Development Exp: 2-4 teams for opportunity analysis. Manager Location: Mumbai Exp: 8-12 Company: Glomarc Email: [email protected] Location: Kolkata Profile: Responsible for Business ...... Email: [email protected] Development activities for selling Post: Business Development ...... of Ad Space in monthly magazines Manager Post: Manager - Media Sales from prospective advertisers. Company: Fanfare Design Company: Mogae Media Pvt Ltd Exp: 4-6 Profile: Smart Candidate having Profile: Will be accountable for Location: Bengaluru/Bangalore pleasing personality should have an business development by analyzing Email: [email protected] excellent English communication new possibilities of business growth ...... skill and be good in presentations. and expansion in Media and Post: Business Development Exp: 2-4 Advertisement field. Manager Location: Mumbai Exp: 5-10 Company: Manipal-Ace Event Email: [email protected] Location: Bengaluru/Bangalore Management Co.(P) Ltd ...... Email: [email protected] Profile: Graduate with good contacts Post: Business Development ...... with corporates in private & public Manager Post: Manager Sales sector preferred having experience in Company: Business Sphere Group Company: Axis Ad-Print Media (I) Event Industry. Profile: Candidate should be Ltd. Exp: 3-5 preferably MBAs having experience Profile: Will be managing Sales Location: Bengaluru/Bangalore in marketing/sales or space-selling in Department, overseeing Sales Email: [email protected] a reputed organisation. Process, ensuring Brand Promotions, ...... Exp: 2-3 Business Development and Brand Post: Asst.Manager - New Business Location: Delhi/NCR Building. Acquisition Email: bussinesssphere@rediffmail. Exp: 5-7 Company: Edge Brand Architects com Location: Mumbai India Pvt Ltd...... Email: [email protected] Profile: Responsible for generating Post: Sr.Business Manager ...... revenues for the company and Company: Media Moments Insight Post: Business Development meeting the brand/ marketing Pvt. Ltd Manager managers of various organizations Profile: Will be managing the Company: Acme Events India regularly. Communication Objective of the Profile: Responsible for generating Exp: 3-5 Brand end to end by understanding new sales and identifing prospective Location: Mumbai the customer needs. customers having experience in the Email: [email protected] Exp: 1-6 Events Industry...... Location: Bengaluru/Bangalore Exp: 4-9 Post: Business Development Email: [email protected] Location: Bengaluru/Bangalore Executive ...... Email: [email protected] Company: Hitendra Advertising and Post: Business Development ...... Marketing Ltd. Manager Post: Marketing Manager Profile: Incumbent should be having Company: BigCity Promotions Company: SB Advertising and Events relevant experience. Profile: As part of our business Pvt. Ltd. Exp: 2-7 development team applicant would Profile: Should be identifying the Location: Pune be required to represent BigCity TO ADVERTISE, CONTACT: market potential & generating Email: [email protected] brand and WIN new business. Abhilash Singh prospective proposals as well as sell ...... Exp: 1-4 (Delhi & Mumbai) space/time in LED Display Panels. Post: Event Manager Location: Bengaluru/Bangalore Ph: 09999989454 Exp: 4-9 Company: De Eventopia Crafts Pvt. Email: [email protected] Email: [email protected] Location: Kolkata Ltd ...... Sidharth Chittur Email: [email protected] Profile: Accountable for the Post: Business Development (Bangalore) ...... production of events like exhibitions, Executive Ph: 09964091407 Email: [email protected] Post: Manager - Business fairs, festivals, conferences, Company: Brand Buzz Development promotions and product launches. Profile: Candidate will have to reach [email protected] Company: C S Direkt Events & Exp: 2-4 out to the potential customers and To view other jobs in Marketing, Exhibition Pvt Ltd Location: Delhi close the deals with help of the Media and Advertising, log on to: Profile: Will be responsible for cold Email: [email protected] managers. http://jobs.afaqs.com calling, pitching in new business/ ...... Exp: 1-3 Join us on : facebook.com/jobswitch clients, making powerpoint Post: Business Development Location: Delhi/NCR presentations and assisting the team Executive Email: [email protected]

58 afaqs! Reporter, August 16-31, 2012