WEEKLY ADVERTISING, MEDIA & MARKETING NEWS - VOLUME 15, ISSUE 10 - 19 AUGUST 2018 ` 1 0 0
Now that he has complete control of Rediffusion again, Diwan Arun Nanda says he will expand digital prowess, focus on business growth and take the Group ‘fearlessly’ forward
ROUNDTABLE INTERVIEW BLURRING ‘WE WILL EXPAND OUR TV THE LINES OFFERINGS, BUT WON’T BETWEEN THE ENTER THE GEC SPACE’ CMO AND CTO DD PURKAYASTHA P.32 Managing Director & CEO, ABP P.40
THE FEARLESS DIWAN n our cover this week is Diwan Arun Nanda, Brand Strategist & Founder, Brand-Building.com. Chairman and MD of the Rediffusion Group, who *** is very much in the news this week for buying back Ananda Bazar Patrika (ABP) which launched in 1922 with OWPP-owned Y&R and Dentsu’s 40% share in the a four-page Bengali daily, is just four years shy of its centennial company, along with Co-founder Ajit Balakrishnan, to regain celebrations. In our Interview section this week, we speak to complete control of India’s oldest independent advertising DD Purkayastha, Managing Director & CEO, ABP Group, agency. Now, Messrs Nanda and Balakrishnan each own 50% about the company’s performance, expansion plans for its stake in the Rediffusion Group. In an extensive interview, television channels, its Digital foray, ABP Weddings and how Nanda tells IMPACT that he will regional language media continues to drive now expand digital prowess, focus growth for the group. on business growth and take the *** Group ‘fearlessly’ forward. We also According to an Ormax Media study, interview the newly elevated Joint Facebook has played an instrumental role in Presidents of the Group – Rahul generating buzz for Hindi movie marketing. Jauhari and Navonil Chatterjee – to Together with Instagram, it has been found find out how they plan to execute to contribute almost 40% to Hindi film’s Nanda’s vision. first day box office collections, Ormax *** finds. We explore the impact of these social In our CMO section this week, we media platforms on new movie releases talk to Manohar Bhat, Head Sales & and promotion, even as we talk to Saurabh Marketing, Kia Motors India about Doshi, Head - Entertainment Partnerships, the brand’s entry into India in 2019, which will be preceded APAC, Facebook who explains that the platform’s objective with the release of a 360-degree marketing campaign. While is to become the go-to destination for celebrities and movie Bhat explains that he wants to build Kia as a major player marketers. across the country, he is also quick to point out that while *** Kia is a subsidiary of Hyundai, they will be totally different In our Talking Point section this week, Vivek Nayer, Chief companies, and will in fact compete with each other. He also Marketing Officer, Group Corporate Brand, Mahindra Group tells us that India is poised to be the third largest market for talks about the ever so common phrase ‘Ladki Haath Se Nikal Kia Motors by 2020. Jayegi’, which is incidentally the name of the Group’s latest *** campaign, which aims to change society’s approach to girl In our Spotlight section this week, we feature an interesting child education. IMPACT round table discussion that explores the changing We also feature Viraf Sarkari, Director and Co-founder role of a CMO in today’s fast-paced, Digital-led industry, as of Wizcraft International Entertainment, who tells us about well as the blurring lines between the CMO and CTO, in their show Balle Balle that has made its way to Gurgaon after light of technology becoming an indispensable part of any a successful run with over 100 shows in Mumbai. With Balle marketing strategy. We capture key discussion points from our Balle, he believes that India is well on its way to having its own eminent panelists and moderator, Ambi M G Parameswaran, Broadway experience.
PUBLISHER & Christina Moniz I Senior Correspondent Gaurav Vadhera | 09818189504 EDITORIAL, SALES & CIRCULATION EDITOR-IN-CHIEF [email protected] [email protected] Annurag Batra DELHI OFFICE B-20, Sector 57, Noida-201301 [email protected] Dipali Banka I Editorial Contributor GENERAL MANAGER - Tel: (0120) 4007700 [email protected] SALES & BD, WEST EDITORIAL DIRECTOR Ashish Kudalkar | 09820541742 MUMBAI OFFICE: Amit Agnihotri Eularie Saldanha I Trainee Reporter [email protected] 3/301 Kakad Bhavan, 3rd Floor, 11th Street, [email protected] Rohit Dave | 09870701056 Opp Gaiety Galaxy Cinema, DIRECTOR [email protected] Bandra (W), Mumbai 400 050. Nawal Ahuja SENIOR ART DIRECTOR Tel: (022) 66206000 Dhwani Dave | 9987032732 [email protected] Shamsad Shaikh [email protected] [email protected] BENGALURU OFFICE: # 18, 3rd B Cross, Domlur II Stage, EDITOR Ankita Nair | 9821851920 [email protected] Bangalore 560071 Srabana Lahiri Surya Prakash I Senior Designer [email protected] Abhijit Kelkar | Senior Designer GM-SOUTH & Distributed by : Central News Agency - CNA. NEWS TEAM PHOTOGRAPHY VP, SPL PROJECTS | 09845541143 Simran Sabherwal I Assistant Editor Ashish Chawla (Mumbai) Sneha Walke [email protected] PRINTED AT [email protected] Suresh Gola (Delhi) Spenta Multimedia Peninsula Spenta, Vilas Kalgutker (Mumbai) Mathuradas Mill Compound, NM Joshi Beryl Menezes | Assistant Editor Prashant Kulkarni | 09886138249 Marg, Lower Parel, Mumbai 400 013. [email protected] SALES TEAM [email protected] (All rights reserved. Reproduction in whole NATIONAL HEAD- SALES or part without written permission is Barun Deka | 097385 53913 strictly prohibited. ) Neeta Nair I Special Correspondent Runa Sinha I 09810497903 [email protected] [email protected] [email protected] An exchange4media Group publication
CIRCULATION & SUBSCRIPTION Samarpita Banerjee I Senior Correspondent Anoop Nautiyal | 08130824948 [email protected] [email protected] Anandan Nair | 09819445200 [email protected] AFTER REGAINING COMPLETE CONTROL OF REDIFFUSION, DIWAN ARUN NANDA SAYS HE WILL EXPAND DIGITAL PROWESS, FOCUS ON BUSINESS GROWTH AND TAKE THE GROUP ‘FEARLESSLY’ FORWARD
20
CMO INTERVIEW 14 CREATIVE SHOWCASE 44 ‘HYUNDAI IS JUST ANOTHER COMPETITOR FOR US’ MANOHAR BHAT, HEAD- SALES & MARKETING, KIA MOTORS INDIA
HAPPENINGS 46 TALKING POINT 18 BRANDS LIKE MAHINDRA HAVE THE CREDIBILITY TO DRIVE SOCIETAL CHANGE: VIVEK NAYER WIZCRAFT WANTS AUDIENCES TO EXPERIENCE A BIG, FAT INDIAN WEDDING: VIRAF SARKARI ROUNDTABLE 32 BLURRING THE LINES BETWEEN THE CMO AND CTO WOMEN ECONOMIC FORUM AWARDS 2018 RECOGNIZE WOMEN LEADERS OF THE DECADE KARAN THAPAR & SHEKHAR GUPTA DISCUSS JOURNALISTIC ETHICS AT THE PRINT’S ‘OFF THE CUFF’ INTERVIEW 40 ‘WE WILL EXPAND OUR TV BACK BEAT 50 OFFERINGS, BUT WON’T MAKING THE MOST OF ENTER THE GEC SPACE’ SUMMER VACATIONS DD PURKAYASTHA, MANSI ZAVERI, FOUNDER & CEO, MANAGING DIRECTOR & CEO, ABP KIDSSTOPPRESS.COM + QUIZ
08
(From left) John Achillea, MD, IKEA Telangana, Peter Betzel, CEO, IKEA India, Mia Lundstrom, Creative Director, Life at home, IKEA India, Jesper Brodin, CEO of IKEA Group, Ulf Smedberg, Country Marketing Manager, IKEA India, Susanne Pulverer, Market Manager for Delhi NCR & Lead - Sustainability for IKEA India, Christian Kampe, Sales Manager, IKEA India, Sandeep Sanan, New Business Head, IKEA Purchasing, South Asia and Anna Carin Mansson, Retail Country HR manager at IKEA during a preview on the eve of IKEA store launch in Hyderabad.
AD & ACCOUNT STORY OF THE WEEK INDUSTRY NDTV Q1: FIRST Eureka Forbes Limited PROFIT IN FOUR Radio City records appoints Taproot Dentsu highest listenership of YEARS as its creative agency 6.7 crore: AZ Research fter a multi-agency pitch, the adio City has Acreative mandate for Eureka Forbes’ Remerged as brands across the the number 1 FM categories of water broadcaster and has purifiers, air purifiers, consolidated its PAN India leadership vacuum cleaners and security and position as per the recent AZ surveillance solutions has been awarded Research Baseline Study 2018 with to Taproot Dentsu. New Delhi Television Limited listenership amassing a whopping 6.7 (broadcast) has reported first crores across 34 markets. GroupM’s MediaCom profitable Q1 since 2014. wins the global media New Delhi Television Limited The Quint crosses half account of Mars Inc. standalone has Profit after Tax of a million subscribers Rs 0.9 crores in Q1 2019, versus a on YouTube ars Inc. has appointed GroupM's loss of Rs 16 crores last year. The MMediaCom as its global media agency. earnings before depreciation, interest he Quint, one of India’s Mediacom will now and taxes are Rs 7.5 crores, versus a Tleading and fastest- handle the media loss of Rs 8.8 crores last year. New growing digital content planning and buying for Mars’ brands Delhi Television Limited shows a platforms has crossed half which includes M&Ms, Snickers, Whiskas, PAT turnaround of Rs 17 crores YoY a million subscribers on YouTube and Smackos, Masterfoods and Wrigley. (over the same period last year). Its six million followers on Facebook within operating costs have reduced by 24 three years of launch. per cent YoY from Rs 84 crores to Rs 64 crores, according to a statement Mazhavil Manorama issued by the company. launches Mazhavil Ram Sewak Sharma Digital Premiere First re-appointed as he Malayalam Chairman of TRAI TGEC channel Mazhavil Manorama The Appointments Committee has launched a of Cabinet (ACC) has approved digital platform called Mazhavil the appointment of Ram Sewak Seema Kadam, Country Manager India, Fiji Digital Premiere First. The channel Tourism, brand ambassador Ileana D'cruz with Sharma as Chairman of the will first premiere Malayalam Yogesh Punja, the High Commissioner of the Telecom Regulatory Authority of blockbusters on the digital platform Republic of Fiji at the unveiling of their brand India (TRAI), with a tenure until mazhavilmanorama.com before it airs campaign #BulaHappiness September 30, 2020. on linear television.
August 19> 2018 [ impactonnet.com ]
10
DAILYHUNT AND WHAT’S YOUR PROBLEM PEOPLE LAUNCH #HARBHASHAEQUAL Shamsuddin Jasani is now Group MD Isobar, South Asia Isobar, the digital agency from Dentsu Aegis Network, has elevated Shamsuddin Jasani (Shams), erstwhile Managing Director (MD), Isobar India to the expanded role of Group MD Isobar - South Asia. Jasani will be responsible for the Isobar portfolio across the South Asia region. The three-minute short film #HarBhashaEqual by Mumbai-based full-service digital agency What’s Your Problem for Dailyhunt passes on a social message representing how deep-rooted is the language bias that exists in India. It attempts to generate Dentsu Impact appoints Sumit awareness on personal bias and promote language equality in India. Negi as the new ECD Zee removes content Hill+Knowlton Dentsu Impact, the creative agency from from Jio due to Strategies launches Dentsu Aegis Network differences on pricing crisis control app has appointed Sumit Negi as an Executive ee Entertainment ill+Knowlton Creative Director. ZEnterprises HStrategies Negi will operate out of the Gurgaon Limited has removed all content from (H+K) has launched the H+K Crisis office and will be reporting to Mukesh Ambani owned Jio Digital Control app, a platform that puts all Anupama Ramaswamy, the national Services, after failing to reach an crisis, incident planning and response creative director. agreement on pricing. This includes tools at the fingertips of the agency’s content from thirty-five live television clients. The app, which is now live on Nagarajan is Chief Content channels and more than two lakh hours Google Play and the App store, can Officer, Wavemaker India of video-on-demand content ending be customised for each client in a their multi-year contract. mobile-friendly format. Wavemaker India has appointed Karthik Nagarajan as Chief (R to L) Vabhiz Bharucha - Content Officer. Captain of Indian Women’s Rugby XVs, George Lawson, CEO Nagarajan will lead DHL Global Forwarding, R.S. product development Subramanian - Country Manager, and growth expansion for the content DHL Express India Pvt Ltd., Rahul vertical at Wavemaker India. Bose, actor and former Indian Prior to joining Wavemaker, Nagarajan rugby player, Gautam Dagar - led the content practice for GroupM. Captain of Indian Men’s Rugby and Neha Pardeshi - Captain of Indian Women’s Rugby 7s at Publicis India appoints Sirish the unveiling of Webb Ellis Cup Suveer as Vice President during the Rugby World Cup 2019™ trophy tour in Mumbai Publicis India has appointed Sirish A SNEAK PEEK AT WHAT Suveer as Vice THE INDUSTRY IS TWITTER-ING ABOUT President. Based out of Mumbai, he will Satbir Singh @thesatbir Does #SonuNigam earn royalties every Airhostess briefs us on how and when to time the National Anthem is played in manage the business throw open the emergency exit doors. I cinema halls? #JustAsking and growth for multiple brands at the almost asked if we could practise once. agency. Suveer will report to Paritosh Would’ve been put on no-fly list forever, Sonal Dabral@agracadabra Srivastava, COO – Publicis Ambience. for sure. Mazaak ke bhi time and place Love the word #FanneyKhan! Takes hote hain. me straight back to my childhood in Agra! ‘Fanney Khan’ then meant Mitrajit Bhattacharya moves Punit Goenka @punitgoenka anything that was top notch! “How was on from Chitralekha Group the day?” “Arre Fanney Khan!” etc. So It’ll be interesting to see till what here’s wishing the film “Fanney Khan” Mitrajit Bhattacharya, level will #Apple bend, to absorb the success! @AtulManjrekar @AnilKapoor @ demands by #TRAI. In a potential market President and RajkummarRao @fanneykhanfilm like India, where its share is dipping, the Publisher, Chitralekha Group, has decided global policies might not work. tista sen @tistathinks My job-list till lunch includes a brand to move on to pursue Tanmay Bhat @thetanmay review, a director briefing, a client vc his entrepreneurial RT if you had also heard “jayasuriya ke and most importantly ordering a kilo of interests. Bhattacharya has been with bat me in spring hai” rumor in the 90s mutton mince. #workingmom the company since January 2001, when Some bits@thefullmohanty he joined as Vice President, Ad Sales.
August 19> 2018 [ impactonnet.com ]
12 IN OTHER
Dainik Bhaskar No.2 in Bihar as per Hansa Research Group report, says Girish Agarwal
B Corp Limited (DBCL), home to flagship Dnewspapers Dainik Bhaskar, Divya Bhaskar, Divya Marathi and Saurashtra Samachar announced that Dainik Bhaskar has emerged as the Number 2. newspaper in the state of Bihar. This is on the basis of a readership research commissioned in Bihar by DBCL and carried out by the Hansa Research Group. As per this report, Dainik Bhaskar is at No.2 position with an average issue readership (AIR) of 9.11 lakh, while the legacy player leads with AIR of 9.98 lakh. In Patna city, the report puts Dainik Bhaskar at No. 1 position with AIR of 5.07 lakh readers.
Girish Agarwal- Promoter Director, DB Corp Limited
Prateek Dixit- Senior Research Director, Girish Agarwal & Satyajit Sengupta- Chief Corporate Sales Hansa Research Group and Marketing Officer, DB Corp Limited
Madison starts its CSR journey by adopting Tanya Computer Centre
adison World has begun its CSR journey by Mstarting an NGO named Madison Resource Foundation, that has adopted Tanya Computer Centre. Tanya Computer Centre was established in 2006 by Tanya Balsara, daughter of Madison’s Chairman Sam Balsara, to train visually impaired people of all ages in the use of computers. The Centre has so far trained more than 250 students, and almost all of them have got jobs, thanks to Sam Balsara, Chairman, Madison World, Tanya Balsara, Founder, Tanya Computer the training received there. Centre & speaker Shalini Saraswathi, a quadruple amputee and blade-runner
Sam Balsara, Shalini Saraswathi, Tanya Balsara and (far left) Madison Executive Director Lara Balsara Vajifdar with students of Tanya Computer Centre Aditi Shah, Ajay Minocha , Vishal Kumar Jain
August 19> 2018 [ impactonnet.com ]
1 4 FEATURE PRESENTED BY
MANOHAR BHAT | KIA MOTORS INDIA ‘HYUNDAI IS JUST ANOTHER COMPETITOR FOR US’ Kia Motors is one of those rare brands which released an advertising campaign a year before the launch of its first product in the Indian market.Manohar Bhat, Head- Sales & Marketing, Kia Motors India, tells about the company’s plans to enter India with a bang in 2019, and how the ad campaign has helped the brand
BY NEETA NAIR
Q] What was the reason behind launching the ‘Official Match Ball Carriers’ campaign for the FIFA PROFILE World Cup even before Kia Motors Manohar Bhat is entered the Indian market? responsible for Currently, we are leveraging the marketing, sales and strength of our parent company, which after sales service has a tie-up with FIFA. As a result of operations at Kia this partnership, we had the privilege Motors India. He is of sponsoring the ‘Official Match working towards Ball Carrier’ - basically kids who are building brand Kia designated to carry the ball to the as a household football field along with the players. We name in India by nominated two kids from India after setting an aggressive a big contest where they were asked marketing strategy to send videos of themselves showing for the market. Bhat off their skills with the football. Sunil is an automotive Chhetri, captain of the Indian football industry veteran with team picked the final names and they twenty-five years of became the first Indian kids to become experience and has the official match ball carriers. worked with brands like Maruti, Bajaj Q] How has the campaign helped Allianz and Hyundai build brand Kia in India and how will you take this forward? Our official campaign for the brand launch will be unveiled later on this year. While that one will be different from the FIFA campaign, I must say that this campaign, which was largely digital, has helped us a lot. Prior to the campaign launch, people would ask me what is Kia? However, today I get an altogether different reaction, because people know our brand now. The video has garnered almost 80 million views in little more than a month’s time.
Q] When will Kia Motors officially launch in India? We will be ready to launch by the second half of next year. We are looking at selling 300,000 cars each year, within the next two years. We want to become a major player in the country and hence we will look at a country- wide presence, and not target just 5-6 cities, like some of our competitors.
August 19> 2018 [ impactonnet.com ]
1 6 FEATURE PRESENTED BY
Q] You are also aiming to become one of the top five car ABOUT THE BRAND manufacturers in India within three years of your launch… isn’t that too ambitious considering there are already Kia Motors India is a subsidiary of Kia Motors Corporation, many well-established players in the country? the South Korean Automobile manufacturer, which is the It may sound ambitious, but it is very doable for us because eighth largest in the world. Construction of Kia Motors’ first we have got what it takes to succeed. Our cars are known for their manufacturing facility in India is underway in Anantapur design – designs which appeal to the young at heart. Besides, we District, Andhra Pradesh. The manufacturing facility is are also known for our quality. JD Power has ranked us at number expected to commence production in the second half of 2019 one in terms of quality for the last three years, in the American and produce approximately 300,000 units per year. market. Also, in terms of durability, we are at number four in that market. We believe the same standards will apply for the Indian market, too. The real dilemma we are faced with is regarding which FACTS cars to bring into the Indian market initially. CREATIVE AGENCY: INNOCEAN WORLDWIDE COMMUNICATION Q] First off the block, we heard you will be launching a MEDIA AGENCY: HAVAS MEDIA sports utility vehicle, which will be pitted against the likes INNOCEAN WORLDWIDE of the Hyundai Creta and Renault Duster. Is that on track? DIGITAL AGENCY: That is a certainty. At the Auto Expo this year, we had COMMUNICATION mentioned that this is the first car that we are going to be SOCIAL: EMPORIO MARKETING launching. After that, we will decide which cars to bring in. PR AGENCY: CONCEPT PR
Q] Who is the closest competitor for Kia here? According to our President and CEO, Han Woo Park, “India is Our positioning will be different from the other players. The the last piece of the global puzzle for Kia.” We are present in all the overall segment of customers will be the same, so in a way we other major markets; India is the only last major market left. And are competing with everyone, yet not competing with anyone in this market is going to be the third largest market by 2020. We have particular. set up a plant in Andhra Pradesh - just like the plants we have in other global markets like Europe, Czechoslovakia, Korea, China, Q] Given that Kia is a subsidiary of Hyundai, it will be America and Mexico. interesting to see both automobile brands competing... Frankly according to me, Hyundai is as good as any of our other Q] You have a five percent market share globally in the competitors in the market. So yes, while the owner at the top is the electric vehicles category. When do you see Kia launching same, we are a totally different company and don’t have anything EVs in India? to do with each other. Our cars are totally different too, and will Actually, our EV market share is slightly more than five percent compete with Hyundai if it happens to have a car in the same globally. However, in India, there are no fueling stations for electric segment. Yes of course, the overall R&D will be shared to reduce vehicles yet. So a guy who runs out of battery while driving won’t costs, but apart from that, there is absolutely nothing in common be able to recharge it on the road and will thus have a tough time. between Hyundai and Kia. We are ready to bring in electric vehicles into India, the moment the infrastructure for the same is in place. We have electric vehicles Q] Sunil Chhetri was a key part of your campaign. Will he which are doing very well in Europe and America. Basically, we be appointed as the official brand ambassador for Kia, in have EVs which can be used practically, and not just for a range of 85 the same way that Hyundai appointed Shah Rukh Khan as kilometers, which are no good in reality. So while we have a range of its brand ambassador when it was entering India? electric cars, they would not be effective unless there are adequate Sunil Chhetri is a very good sportsman. We will think about it. recharging stations in the country.
Q] How important is the India market for Kia? What is the scope for Kia here? @ FEEDBACK [email protected]
August 19> 2018 [ impactonnet.com ]
18
A PAGE ABOUT PEOPLE IN THE NEWS BRANDS LIKE MAHINDRA HAVE THE CREDIBILITY TO DRIVE SOCIETAL CHANGE:VIVEK NAYER
he Mahindra Group, along with Project Nanhi Kali, announced their launch of the campaign #LadkiHaathSeNikalJayegi to dispel misconceptions around Teducation for the girl child. Vivek Nayer, Chief Marketing Officer, Group Corporate Brand, Mahindra Group insight behind the campaign and the brand’s commitment, talks towardsabout the the empowerment of young girls in the country On #LadkiHaathSeNikalJayegi: There is perhaps no woman in the country who has not come across this phrase. Whether it is in a rural family or even an upper middle class urban home, women in India have always faced discrimination when it comes to living their lives freely and pursuing their dreams. With the #LadkiHaathSeNikalJayegi campaign we’re turning this phrase on its head into a message of positive empowerment for girl child education and their ensuing success. The film we have released for this campaign, created by FCB Interface shows how ‘ladki haath se nikal jayegi’ is not really a bad thing. It is only when girls are free to do what they want that they can really succeed. The campaign will be largely on Digital platforms with the objective of tapping people on social media to become ambassadors for this message of education and empowerment of young girls. On driving societal change: With our ‘Mahindra Rise’ philosophy, we not only want to do good in the community, but also aim to inspire others to do good, thereby driving societal change. This is the heart of Mahindra’s ‘Rise for Good’ campaigns and it goes well beyond CSR. This phrase ‘ladki haath se nikal jayegi’ is a reflection of social attitudes that prevent a young woman from realising her dreams and choosing any profession she wants. Our vision is to change those attitudes and drive home the message of empowerment that only comes with education. Brands like us have that kind of strength and credibility to drive societal change.
WIZCRAFT WANTS AUDIENCESVIRAF TO EXPERIENCESARKARI A BIG, FAT INDIAN WEDDING:
fter a successful run in Mumbai, Balle Balle, the latest Broadway styled musical from media and entertainment company, Wizcraft is set to woo audiences in Delhi NCR. Viraf ASarkari, Director and Co-founder of Wizcraft International Entertainment, tells us about his plans to take the show to global audiences and the possibility of India having its very own Broadway On Balle Balle as a touring show: We launched Balle Balle last year, and had a fantastic run of over 100 shows in Mumbai. Now that we are taking the show to the Kingdom of Dreams in Gurgaon, it is almost like we are taking the show home to the place where Punjabi culture is the most celebrated. Kingdom of Dreams is the perfect venue for such a large format musical. We expect a great response from the audiences up north, because it is this part of India that is known to celebrate weddings in grand style, filled with music, dance and dhamaka. We want audiences to experience a big, fat Indian wedding on stage, something they will definitely relate to. We also plan to take the show to other cities, within India and even outside of India where there is a sizable Indian diaspora. Balle Balle is designed to be a touring show, so I am confident that audiences will enjoy it wherever we go. On creating an Indian Broadway: India has already seen a great deal of success with theatrical shows like Zangoora the Gypsy Prince, Jhumroo, Jaan-e-Jigar and now with Balle Balle, I believe we are moving towards creating a Broadway-like experience in India. There is no reason why India cannot have its own version of Broadway. Our own show Balle Balle has members of the cast singing live, and the entire production is designed to give it a very Broadway-like feel. However, if you look at the industry overall, the only thing holding it back are the low production budgets. At Wizcraft, we have actually changed this paradigm by hiring actors, dancers and crew, training them and giving them full-time employment. (As told to Christina Moniz)
August 19> 2018 [ impactonnet.com ]
20 FEATURE HOW ARUN NANDA PLANS TO REINVENT REDIFFUSION Post buying back Y&R & Dentsu’s 40% share in Rediffusion, the veteran adman says he will expand digital prowess, focus on business growth and take the Group ‘fearlessly’ forward
BY SRABANA LAHIRI
n the morning of August 3, 2018, 1970s, The Sunday magazine was being launched out the industry woke up to news of of Calcutta, with M J Akbar as editor. It was priced the founders of the advertising four times the price of the leading magazine of that Oagency Rediffusion - Diwan Arun time, which was India Today, as there were going Nanda and Ajit Balakrishnan – buying back to be people of the caliber of Satyajit Ray writing the 40% shares held in their company by on films, MAK Pataudi commenting on sports, and WPP-owned Y&R and Dentsu. Their bold so on. As the agency associated with the launch, statement as they reclaimed full control Rediffusion did an introductory campaign for the first of the agency they had set up 45 years ago issue pre-launch. Its provocative lines apparently announced that they had embarked on it to created a huge stir. But when Nanda finally saw the “take ownership of clients and their work” and first issue, he was extremely disappointed, because in today’s scenario, they would be able to do it what the campaign promised the customer was not better if Rediffusion was on its own. what the product delivered. He just picked up the For years, they had staved off bids by the phone, called his client and resigned the business. It’s erstwhile CEO of WPP, Sir Martin Sorrell, another matter that the magazine’s copies got sold out to increase his stake in Rediffusion from the in a few hours and it had to be reprinted three times. 26.7% he already held through Y&R. “Not “The point is responsibility. As somebody doing the now, not ever,” Nanda is believed to have told advertising, you can’t be responsible for the quality of Sir Martin in 2007. More than a decade later - all your products, but you have a responsibility when incidentally with Sir Martin out of the scenario you boldly say something and don’t deliver. In that - Nanda’s move to regain control of the situation what do you do? At least I thought it was agency is being seen as a serious re-entry and right to quit,” Nanda recalls. repositioning of Rediffusion in the business, In another instance, Rediffusion was working having warmed up in the last couple of years with Reckitt Coleman on brands like Robin Blue, by infusing new talent, winning new accounts the whitener, etc., when there was a change in and priming it to face the tech-first world management there. The new marketing director did leveraging the strength of the home-grown not get along with the person servicing the business digital platform, rediff.com. and requested Nanda to remove him just for that Nanda is a legend unto himself. Stories reason. “If there is an issue of quality, I have no abound of his strict ethics and refusal to bow problem. I will remove the individual. But, if you do down with misgivings at any point. In the not like somebody, that is not good enough reason
August 19> 2018 [ impactonnet.com ] FEATURE21
I am absolutely fearless. And I want our people to be fearless. Just don’t get egoistical, but be fearless in promoting your idea. DIWAN ARUN NANDA Chairman & MD, Rediffusion Group
August 19> 2018 [ impactonnet.com ] 22 FEATURE
for me to remove him, because that is not fair,” Nanda remembers It bothers me a lot, only in one way. Generally the level of talent telling the gentleman. The next thing he did was to resign on the in India has gone up substantially from the time I graduated from business. “You stand by what you say. These things for me are very IIM Ahmedabad in the early 1980s. I don’t see much difference crucial.” between a graduate or postgraduate of institute A versus institute *** B. Of course, there are A level and B level management institutes. It is a delight talking to Diwan Arun Nanda, getting a But, the top 10 institutes offer education that is roughly similar. sense of the principles that guide his vision for Rediffusion. Here Now, the question is, where do we find the talent? Advertising is are excerpts from a conversation with IMPACT, in which he tells not a preferred option for people who come out of business schools us how he will go about reinventing Rediffusion and building its today because advertising does not seem to be able to afford the capabilities to suit the demands of today’s advertising world. entry level salaries of these postgraduates. So, we start going to the second tier of management institutes, where the quality is also Q] How does it feel to be in full control of Rediffusion once very high. You have the MICAs of the world that are turning out again? What were some of your thoughts as the buyback outstandingly talented students. So, I don’t see a shortage of talent. deal was finalized? You have to spot talent and get the right people in. It feels great. After a long time we will now have a no-conflict situation, no conflict of any kind, either on clients or business. It Q] What are the ‘must have’ qualities for a new recruit at feels liberating, because as you know, we were independent for Rediffusion? many years, until 1994. Then we sold our stake to Dentsu and Y&R First and foremost, the person has to have the passion to excel in separately. And then WPP bought Y&R’s share in the year 2000, their work. Second, I would look for business ethics. And third, the when they bought Y&R as a company. So, they became our share- person has to be fearless, very fearless because in this competitive holders. But, how has it been? It’s been very good. world, being subdued doesn’t help. You have to stand up for your
Q] What will be your immediate focus areas now? My focus areas are pretty clear – 1. Business growth 2. Better ‘Agencies should get royalty integration between advertising, Direct and the new technologies, especially Internet 3. Deliver the total package to any client, not on the work they create...’ segmented packages of Print advertising somewhere and Television Ask Diwan Arun Nanda what changes he would or Outdoor somewhere else, etc., but the complete package of like to see in the advertising industry today, and communication needs of any client. he says, “The first change I would like to see in the Q] Are you going to revisit some of the old marquee client advertising industry is that people should get paid relationships such as Colgate and Airtel, and try to win for their talent. Also, today I find commerce and them back? revenues are the only criteria. That needs to change Colgate is now a Red Fuse client. Now that is internationally and go back to the old system. I had an idea when aligned in many countries. So, that takes care of Colgate. Coming I was the President of AAAI which I had put up, but to other clients, I am very clear - we will welcome all like-minded unfortunately it didn’t go through. I suggested in clients who want to build their brands long term - not just a one- the 1990s that like authors and artistes like playback off product, not just a one-off campaign - in today’s extremely singers, agencies should get royalty on the work challenging marketing environment. We started with this credo, they create. It didn’t pass. Maybe the time has come and we are staying with it. when one day somebody will stand up and the whole industry will say, ‘yes, we want royalty for our Q] You recently appointed Rahul Jauhari and Navonil Chatterjee as Joint Presidents. What are your ideas’. After you have left us as a client, if you want expectations from them? Will there be other fundamental to use our idea, you pay us.” changes in organizational structure? First and foremost, I expect business with ethics. We have ideas, and you have to give them, irrespective of what the receiver always been known to be a very ethical company. Number two, takes away. That to me is crucial. And today’s generation seems to never compromise on your principles, irrespective of monetary gain have that spunk, which I think is exceptional. or loss. Number three, always hire and keep talent in the company, especially in the area of creative and strategy. Number four, very Q] When Rediff.com launched in 1994, it was a pioneer. No important part of our history and ethos, let there be freedom for one in India had even thought of digital or understood it. all to give and share. We don’t operate hierarchies in the sharing But, today, how does it navigate the digital world? What or exchange of ideas. You can be the juniormost individual in are your plans for Rediff.com? the department, but if you have a good idea, you should expose it Rediff.com and Rediffusion, the agency, are now getting pretty to everybody else. Therefore, this equality of thought should be closely aligned. There are presentations we make jointly. When without any fear of rank. I have had over the years peons come and the task is predominantly Internet-based, digital, then Rediff.com tell me, ‘Sir, I have a very good idea for this product’. comes in, in a big way. They have got close to 200 software experts, and they are doing a lot of highly sensitive work, some for the Q] What is the outlook for Rediffusion Healthcare and Government, which I can’t talk about. Rediffusion Direct? Aditya Mehrish runs Rediffusion Direct and Dr Sujata Mahadik Q] Now, we see consultancies like Deloitte, PWC, runs Rediffusion Healthcare as Presidents. Mahadik is a qualified Accenture, etc., gaining a foothold in the advertising doctor and deals with pharmaceutical clients. In Direct, we had the domain. What is your sense of the market with tie-up with Wunderman, but now that’s no longer there. They have competition from these tech companies? clients in India and out of India. For example, Ooredoo is a very They are here to stay. Ultimately, it boils down to only one thing large operator out of the Middle East; it is not based here. Going - what is the quality of your idea? The idea is the one that sells. The forward, I expect more synergy with them. idea has to move the customer and move the brand. I am not afraid of competition from them. If they get better ideas on something, Q] You are an IIM-A alumnus and always recruited high they are welcome. I personally will applaud the idea. quality talent. Does it bother you that the advertising industry today no longer attracts the level of talent that it Q] What are the challenges you see, going forward? did earlier? The biggest challenge is to make sure that the standard quality
August 19> 2018 [ impactonnet.com ] FEATURE23 of the thinking and creating is not in any way diluted. The standard of thought is the only thing you have. The REDIFFUSION: rest is our leased or owned or rented space. And the creative agency business, strategic business is not of A TIMELINE desks and chairs. This is of the mind. It is the ideation that comes from the mind. So, this should not get eroded 1973: Diwan Arun Nanda, Ajit Balakrishnan and Mohammed Khan under any circumstances. join hands to start the advertising agency, Rediffusion Mohammed Khan exits Rediffusion to start his own agency, Q] Would you look at acquisitions to grow the 1983: Enterprise Rediffusion Group in future? As I said, if a company is like-minded, no issue at all. 1984-1985: Redifussion joins hands with Young & Rubicam, thanks But, ethics must be the same. to the Colgate Palmolive account 1984-1994: Young & Rubicam brings in business like Citibank, Q] Today, viewership of content and ads is Lufthansa, Revlon and Ford to Rediffusion shifting to devices even as people have shorter 1994: Dentsu and Young & Rubicam individually invest in and shorter attention spans. What kind of Rediffusion, buying 20% equity each challenge is advertising in this scenario? How do Dentsu helps Rediffusion bring in accounts like Fujifilm, you address it? 1994: Canon, Sony, Panasonic and Honda and fortifies relationship with I don’t think that is a new challenge at all. Maruti Suzuki Advertising has always been an unwanted intrusion on the customer. You don’t put on TV channels to see an ad. 1994: Rediff.com founded You put on a TV channel because you want to watch a 2003: WPP Healthcare communications firm Sudler & Hennessey programme. So, advertising has competed for attention launches operations in India through a 50:50 joint venture with span with content right through. No change there. The Rediffusion- DY&R kind of content has changed. Today, you have devices 2004: Rediffusion-DY&R board rejects the proposal of WPP- that give you the content. Anybody using that device owned Mediaedge:cia to buy out Rediffusion’s media business, The doesn’t want to see ads. We still need attention. We still Media Edge (TME) need to entice the consumer, get him or her interested. 2004: Rediffusion DY&R diversifies with Showdiff Worldwide, a They must then get a positive feeling towards you; it has joint venture between Rediffusion and ex-cricketer Ravi Shastri for to be done in the flash of five seconds, 10 seconds. So, the celebrity endorsements and event management onus on delivery is high. In the earlier days, you used to 2004-2005: Dentsu strengthens its presence in Asia, sets up have more time for people to scan and look. Today, the direct presence in India, handing over majority control in attention span is less. But, the challenge is exactly the DY&R to Y&R same as when I entered advertising. 2004-2005: Most Japanese businesses move out of Rediffusion to Q] You set up Rediffusion in 1973. Forty-five Dentsu’s Indian agencies years down the line, how do you assess the 2004-2005: Rediffusion drops ‘D’ from its name to be called agenda of what you set out to do at Rediffusion? Rediffusion Y&R We set out to stand apart from everybody else, not by 2008: Rediffusion wins accounts of Viacom 18’s GEC Colors, FTK talking about it, but by creating work that talked about Technologies, Orra, Star Union Dai Ichi Insurance, Marico-Manjal, itself. We did not want to be known for what we did, Tata Nano, Taj Vivanta, Marico - Revive and Sweekar, Polycab, but preferred the work to be known. What mattered Rasna, Big Channels, Anchor toothpastes to us - and still does – is did the viewer respond to the 2010: Rediffusion wins accounts of MTS, Rasna; Colgate Palmolive communication? That has not changed. and Airtel move out Rediffusion inks deal with Edelman India for handling PR Q] There are instances of you clearly standing 2011: business of Tata Group up and saying no where your ethics did not match your client’s; you even resigned on some 2011: Rediffusion’s media brand TME joins hands with Havas’ businesses. Does that work in today’s world of media agency MPG to offer planning and buying services to clients cut-throat competition? of Redifussion Y&R and its subsidiary Everest Brand Solutions If you subjugate yourself and accept somebody’s 2011: Rediffusion wins accounts of Emami (Boroplus and Zandu), suggestion just because it is convenient, you are not TVS Srichakra, Reliance Jewels, retains ITC, Tata Group’s PR doing your industry or yourself a favour. But, the mandate organization has to back you. You can’t do it without the 2012: Rediffusion wins accounts of SBI Mutual Funds, Lafarge backing of your company. 2016: Strategic alliance with The Social Street to provide services like digital, media, out-of-home, retail, rural and semi-urban Q] How do you see the media and advertising activation to Rediffusion Y&R, Everest Brand Solutions and industry of today compared to the days of the Rediffusion Wunderman Mad Men? 2017: Rediffusion wins accounts of Anmol Industries, Hoichoi, Tata It is becoming more and more transactional. But, Steel, Sonalika Tractors, Government of Maharashtra (Project), over time, you will find that those who stand tall and Jamshedpur Football and Sporting stand firm are the Mad Men. And they will survive, because they bring to the table talent, they bring to the 2018: Agency wins accounts of SBI, Tata 150 years mandate, table ideas, they bring to the table a way of working that Liebherr, Tata Trusts few people can match. So, the years of the Mad Men will 2018: Diwan Arun Nanda and Ajit Balakrishnan buy back 40% continue… may be not as widely as it used to, but they stake held jointly by Young & Rubicam (26.67%), part of WPP, and will be there. Japanese ad giant Dentsu (13.33%); each to hold 50% stake in the new entity, Rediffusion Q] If we ask you to describe yourself in one word, 2018: Specialist brands run as joint ventures like Wunderman for what would your answer be? direct marketing and Sudler & Hennessey for healthcare will now Fearless. be known as Rediffusion Direct and Rediffusion Health (Compiled by Dipali Banka)
August 19> 2018 [ impactonnet.com ] 24 FEATURE MY REDIFFUSION DAYS… Ambi Parameswaran harks back to the time in the late 1970s when he interned at Rediffusion and then joined the agency as a management trainee, in possibly the first ever management training programme in the Indian ad world
t was April 1978 and I was at IIM Calcutta, looking for a suitable summer internship. I was keen on an internship that was Calcutta-based and the choice Iwas rather limited. I stumbled upon an innocuous note in the placement notice board saying that a small agency headquartered in Bombay was looking for a summer intern to work out of their Calcutta office. I applied and that was the first time I met the co-founder of Rediffusion Advertising, Ajit Balakrishnan and Subhas Chakravarty, branch director of Rediffusion Calcutta. It turned out that both were alumni of IIM-C and were wondering if fresh IIM graduates could be inducted into their small company. I think the fact that both of them were IIM-C alumni kind of clinched the deal. I agreed The Garden Vareli campaign was one of Rediffusion’s many successes to do my internship at Rediffusion Calcutta on a then esoteric topic of ‘Simulation Model for Media Planning’. The agency created possibly the first ever As a summer intern, I was given the freedom to work from campus or come to the office at Camac Street, if management training programme in the my memory serves me right. It was a research project Indian advertising world. A part of the that involved studying numerous papers and these training included spending a few weeks as were obviously to be found in the IIM-C library. But I a sales trainee, working with a salesman of was welcome to visit the office every day, if need be. I a consumer goods company (I spent four remember seeing the layouts for some of the legendary weeks in Rajasthan, in the height of summer, campaigns that were being hatched by the agency (remember ‘Whenever You See Colour Think Of us’) selling toothpaste for Ciba Geigy Consumer campaigns that were being presented to Calcutta-based Products division). clients such as Jenson & Nicholson, Eveready and New Delhi Magazine from the ABP Group. talented leaders to head up their various offices. In Rediffusion believed in centralizing its key resource, Calcutta there was Subhas Chakravarty, who had worked the creative talent. The branch offices did not have in marketing and advertising before joining Rediffusion. In any creative talent and all campaigns were created in Madras, it was R Narayanan (Naru) also an IIM-C graduate Mumbai and shipped to the various outposts. (If you who had cut his teeth at Coca-Cola and Nestle. In think that is odd, you should study how Leo Burnett for Bombay, it was P S Vish Viswanathan, an IIM-A graduate, many decades had only one office in the US, in Chicago, who had worked in Johnson & Johnson and Lintas. To while all their competitors had multiple offices scattered round off, in Delhi, it was Sheila Sircar, a pure advertising through the US). professional. When I was ready to apply for a real job in March When I joined Rediffusion, my colleagues were 1979, Rediffusion offered me what is today called a Ashok Kurien (founder of Ambience) in Mumbai, Prasad ‘pre-placement offer’. And I joined the Bombay office Subramanian (founder of Capital Advertising) in Delhi for training in May, 1979. The other two management and Raghunath (founder of Nexus Equity). But Rajiv, trainees who joined with me were Rajiv Agarwal from Ratna and I were the first set of management trainees in IIM-A (who went on to found Nexus Equity) and Ratna the agency. Rajaih of IIM-C. The agency created possibly the first ever What was the magic sauce that made IIM graduates management training programme in the Indian advertising join a fledgling ad agency? In the 1970s, only one other world. A part of the training included spending a few agency or may be two used to visit the IIM campuses. weeks as a sales trainee, working with a salesman of Those were big agencies with huge accounts and offices. a consumer goods company (I spent four weeks in So what made IIM graduates want to join Rediffusion? Rajasthan, in the height of summer, selling toothpaste for In my view, Rediffusion was the first home-grown Ciba Geigy Consumer Products division). Incidentally, I successful agency to be headed by an IIM graduate. don’t think they had three free seats in the Bombay office While one of the founders was Mohammad Khan who when we joined! exited soon, it was very much Arun Nanda’s and Ajit After completion of training I was posted to work Balakrishnan’s baby. They managed to bring in super in the Bombay office. The first set of accounts I was
August 19> 2018 [ impactonnet.com ] FEATURE25 assigned included Godfrey Philips (Red & White Cigarettes}, Khatau Sarees and a little known HOW WILL industrial products company based in Pune, REDIFFUSION Wanson. As a young account executive, I was given FARE IN TODAY’S total freedom to work on my clients. Those days, AGENCY-SCAPE? we used to do client servicing, account planning hey have won a lot of business and also media planning. My discovery, the Kwerel Trecently. And Y&R did not add Model for deciphering multi-media exposure, any global business to them in a ended up being used through the agency. while, so this move is logical. They While Ashok Kurien was selling magical want to build a strong digital base campaigns to Garden sarees, I was quite proud on the back of Rediff.com. They of what I managed to sell to Wanson, when it have digital knowledge, so they became Thermax (more details in my latest book wanted to build digital for the SPONGE – Leadership Lessons I Learnt From My future, which is the right thing to Clients). The body copy of the six-ad campaign do. They need to bring in great talent, invest in people to was personally written by the MD of the company, really drive the agency to the next level. the late R D Aga. I had to seek the interference of Arun Nanda himself to ensure that the copy KV SRIDHAR stayed as it was written (as a lowly AE, I had Founder & Chief Creative Officer, HyperCollective access to the MD of the company!). Ajit Balakrishnan was the finance wiz and he e tend to look at the drilled the discipline of cash flow and collections Wadvertising industry in a into all of us. I remember discussing the concept pre-Sorrell and post-Sorrell era. of a creative fees and film scripting fees that the And while there is no denying his agency charged for each ad (over and above impact on all creative and media the standard commission) with friends in other agencies, there is also no denying agencies, much to their shock and awe. I think the fact that advertising agencies Rediffusion was then the most profitable agency are reinventing themselves - some in India (though its pre-1977 years were tough). rapidly, others reluctantly. Add Some big campaigns called for a bigger think- to this, the rise of independent creative agencies that tank type deliberations. Often, these happened in have mushroomed in the last half decade or so and you Arun Nanda’s office late in the evening with Ajit get a picture of a somewhat disorganised naval armada: asking some tough questions from the left field. large MNC, full-service agencies that power ahead like The non-Bombay directors came to Bombay to expensive aircraft carriers surrounded by nimble mid- get their campaigns done, so working in Bombay and small-size frigates and boats that float along in their some of us got to see great campaigns being wake. Somewhere in this fleet, sits Rediffusion: once a created by the creative teams led by Arun Kale destroyer that was almost destroyed but then salvaged and Kamlesh Pandey. itself. As an agency, it may be a shadow of what it used In the year 1981, every single campaign I had to be, but, just as we rebuild brands for clients, nothings worked on ended up winning an award in either stops Rediffusion from leveraging the very strong brand Ad Club or Creative Artistes Guild. While the equity it has to relaunch itself as the independent creative agency did win a lot of creative awards, they were powerhouse it used to be. Rediffusion can be a force to clearly positioned as a strategy-focused agency. reckon with if it rebuilds trust. And that can make the Having people who were ex Hindustan Lever difference between an agency that survives or thrives. (Arun Nanda himself), Johnson & Johnson, Nestle, etc., helped the cause. MOHIT HIRA At times, I used to wonder whether I would Co-founder Adytude AX & Entrepreneur-in-Residence, ever leave Rediffusion. I was having a great time. YourNest Venture Capital Fund Loved the team I worked with. Had a fantastic set of clients that had grown to include Xerox, ICIM Computers and Cadbury. Somewhere deep inside, I had a doubt if I DOES THIS SIGNAL was missing something that I could learn in a THE RESURGENCE OF marketing job. So when the call came to move INDEPENDENT AGENCIES to a marketing role in Boots Company (Strepsils, Coldarin, Burnol, Sweetex), I jumped. The original IN A BIG WAY? team that I knew at Rediffusion slowly moved to ome industry-watchers say the re-entry of Rediffusion other pastures. Sin the independent agency space signals the Rediffusion went on to create several landmark resurgence of independent agencies overall in India. In campaigns and I am happy to hear that they are fact, they see it as a cycle. For a time, smaller companies now an independent Indian agency. I wish them all will grow and become successful, then big companies the best as they chart out a new trajectory, in this will want to acquire them. Early on, reputed agencies totally new world of advertising, just as they did in such as Enterprise, Chaitra and Mudra got acquired. In the 1970s. 2012, Dentsu acquired 51% stake in the hugely successful (The author is an ad veteran, brand strategist, Taproot. In 2014, the Publicis Groupe acquired 51% stake author and founder of Brand-Building.com. He in Law and Kenneth. In April this year, M&C Saatchi started his career with Rediffusion and later spent Worldwide acquired Scarecrow. Agencies such as over 25 years at FCB Ulka Advertising. If some Creativeland Asia, Famous Innovations, Enormous, Curry things he has said about vintage Rediffusion Nation and newer ones such as Sideways, Thinkstr and surprisingly sounded as if they apply to FCB Ulka many others are doing good work and in time will grow of the 1990s and 2000s, you are not too wrong!) bigger, and also have tempting offers to sell out.
August 19> 2018 [ impactonnet.com ] 26 FEATURE SMELLS LIKE TEAM SPIRIT... Rahul Jauhari, Joint President & Chief Creative Officer and Navonil Chatterjee, Joint President & Chief Strategy Officer of the newly independent Rediffusion Group talk to Srabana Lahiri about redefining aggression at work, their intense creative process and the challenge of offering integrated solutions to clients
hey complete each other’s clients more carefully, not go for rampant insight that naturally comes to him or the sentences. They throw pitching,” says Jauhari, who has spent 14 creativity that naturally comes to me, but around Bong witticisms with years with the Rediffusion Group in two also an understanding of the market and deadpan faces. They also stints. “Mr Nanda has always been known the mediums. That’s changing. We need Thave a three-year partnership to be a man with absolute spine. For us too, to tackle that, provide solutions to clients’ at Rediffusion that has resulted in big spine counts in a lot of places – our stance problems. So, a part of the post-buyback business wins - Tata 150 year celebrations, with clients, stance with team, stance with scenario is also that we work a lot more Tata Trusts, State Bank of India, German the industry... We bat front foot with our closely with rediff.com, on the technology brand Liebherr, Rising Pune Super Giants clients, we bat purely on our work.” side,” says Jauhari. and Jamshedpur Football Club, amongst Chatterjee quotes Jane Austen here. For Chatterjee, there are no set targets others - and some brilliant creative work “It is how Jane Austen says, ‘Darcy has no to achieve, just his boss’s confidence that on brands. While Rahul Jauhari, Joint improper pride’. We believe in having that business will always come. About 30-35% President & Chief Creative Officer, and proper pride when we walk into a client’s of the agency’s revenue comes from new Navonil Chatterjee, Joint President & office or talk to people. That is quiet business, he says, and the rest is organic Chief Strategy Officer of Rediffusion aggression.” growth. “If you look at new business in the epitomize the have-fun-while-you-work last six months, SBI makes up a big chunk, motto, they are absolutely serious when CHANGES ON THE GROUND Tata is a big chunk. Each one has been it comes to carrying forward Diwan So what has changed in the company fought and won. In some cases like Tata, it’s Arun Nanda’s just-announced credo of now that it is independent? “There not just about increasing the same business; aggression on all aspects of the business. are two levels of change. One is at the it’s completely new divisions of Tata coming “We may be softies at heart with people stakeholder level. Now we have the room to us - an entirely different category, an and things like that. However, when it and the flexibility to steer the company in entirely different client,” he adds. comes to work, it’s all clearly defined. Our the direction we want to. We don’t need While Parle, one of the agency’s oldest aggression means being a lot more forceful to ask anyone. The onus obviously lies clients, now treats each big campaign as a about our point of view, and being able on us to expand the business and make project, and has a pitch for it, Rediffusion to command the right kind of premium more money, though Mr Nanda never has got a majority share of Parle’s work. for our work. One thing that both of us mentions money. All he says is, ‘Guys, “They have a roster of three-four agencies. are very clear about is that we will not let’s do some great work.’ To enable great Ultimately, it’s the better idea that wins,” sell our services cheap; we will choose work in today’s time requires not just the says Jauhari. Chatterjee mentions the
August 19> 2018 [ impactonnet.com ] FEATURE27
Rahul Jauhari and Navonil Chatterjee
agency’s latest work on Parle 20-20: and consciously approach clients now. WILL THERE “Obviously that’s a project we won and That’s the effect of being an independent BE A CONFLICT we are very happy with that work, where agency,” Chatterjee says. a biscuit conversation has been lifted to a OF INTEREST? higher level of positive, progressive thinking THE CREATIVE EXERCISE ow that Rahul Jauhari and that you can associate with the brand.” The creative exercise at Rediffusion NNavonil Chatterjee are That the creative team works very begins with long conversations – and responsible for both Rediffusion closely with planning works well for something fruitful usually emerges at the and Everest Brand Solutions, one them both. “Our usual approach is to say end. “All of us have ideas. What is of more wonders if there could be a conflict that we are not advertising because an ad consequence is zeroing in on the correct of interest if they were to work is needed, we are advertising because the idea. Once the idea has been picked, the on rival brands. “Everest has its client has a problem. Let’s find a way to rest will flow freely. After that, it needs to own soul and its own clientele. solve the problem. The answer could be be very collaborative. And that’s the part Suppose we have a great bank. a banner, it could be a campaign, it could which really interests me, how you can And a second great bank offers be a film, it could be an event, it could pick an idea and then watch it flourish. business to us. We would talk to be a mobile solution or whatever, but it There is no structure to the process or rule the bank which approached us starts with a problem. If you recognize book for cracking a great idea. My national first. Theoretically, the first client’s the problem, well, you will come up with creative director sometimes calls me at sensitivities come first,” says a solution,” Jauhari explains. 12:30 am saying he has an idea. It’s like a Jauhari. Take the same question to What is also going to happen is little boy at work. When an idea comes, Diwan Arun Nanda, and he says the greater integration with verticals such you get excited,” says Jauhari. agencies wear separate hats, and as Rediffusion Direct and Rediffusion There is also excitement in the way have separate people, and there Healthcare, which functioned pretty things happen. Once the team had gone may be a bit of backroom sharing. independently until now. “That for a pitch for LG Ultra in the South. Once On whether the two agencies will collaboration is already happening. the pitch was over, they went for a movie. compete if it comes to that point, We are planning to go for a certain “Barely a few minutes into the film, we got he says, “If it’s necessary, let them client meeting as a fully integrated a call from the client to say that we had compete. In my view, they are team, which was not the case 15 days won the business and whether we could welcome to compete.” back. So, this is how we will actively return right away. So we went back. This
August 19> 2018 [ impactonnet.com ] 28 FEATURE
was in Coimbatore,” remembers Jauhari. THE TEAM Meanwhile, both Chatterjee and Jauhari are intent on making work at Rediffusion Rediffusion more fun. “We are trying to do a lot of things internally for training DIWAN ARUN NANDA | Chairman & MD that doubles up as fun,” says Chatterjee. RAHUL JAUHARI | Joint President & Chief Creative Officer “We do things which energize people within the agency, train them to do their NAVONIL CHATTERJEE | Joint President & Chief Strategy Officer jobs better, and this could be from writing briefs to appreciation of what the problem BHAUTIK JAIDEEP is, to the art of presentation. We are in the MITHANI MAHAJAN business of selling, so all of us need to get Chief Financial Officer National Creative better at what we sell. We are running a Head-Art section called ‘PPT’ - Passion, Presentation and Training. We have volunteers every week to talk for 15 minutes on what they PIYASH NILANJAN are passionate about after which the GHOSH DASGUPTA rest of the audience gives constructive EVP & Executive EVP & Executive feedback on the content, body language, Creative Director Creative Director etc. And everybody learns in the process. Sometimes we talk of very basic things - say a wide format versus a vertical format HARI GANESH KALYANI on a mobile screen, even those things DESIKAN SRIVASTAVA matter. In the process, we create the right Head of Operations - Vice President vibe and the right kind of energy around Mumbai & Chennai this place.” Talking about some upcoming work Rediffusion Direct Rediffusion Healthcare from the agency, and his 45-strong creative team, Jauhari says, “Apart from ADITYA DR SUJATA Parle 20-20, we are doing some significant MEHRISH R. MAHADIK work with SBI for digital banking. That will be rolled out in a few weeks. For President President Tata, we are working on the 150th year campaign, including its technology side. The portfolio looks rich for the year. In the Rediffusion Everest South, we have just put out a campaign RAHUL JAUHARI | Joint President & Chief Creative Officer for TVS Tyres. We also have Tata Motors NAVONIL CHATTERJEE | Joint President & Chief Strategy Officer as a client for commercial vehicles.” The agency has also associated with Rediff.com the Wrestling Federation for upcoming AJIT campaigns. BALAKRISHNAN THE CHALLENGES AHEAD Director Jauhari and Chatterjee are quite confident about the team they have put together in the last couple of years. That part of the challenge is done and taken care of, they say. According to them, THE CLIENTS there are significant wins in their kitty, SBI, TATA SONS 150 YEARS, LIEBHERR, TATA the kind of work they do is appreciated TRUSTS, TATA MOTORS, PARLE, TVS TYRES, TAJ, and in turn gets them more work. So, the L&T REALTY, GODFREY PHILIPS, EVEREADY, HPCL, only challenge is to scale it up. Going back AUDI, GSK, DANONE, SUN PHARMA, to stakeholder discussions, they want AMONG OTHERS to say that they have the capability to evolve with different kinds of solutions. “The challenge is to integrate across our offerings, whether it’s direct, CRM, or digital, we have the backend support of rediff.com. We don’t always have to THE WORK: OLD & NEW offer everything to everybody, but what GOLD SPOT: THE ZING THING PARLE 20:20 | BIRYANI we aim for is that Rediffusion becomes the one-stop answer to what the client is seeking. Therefore, they don’t need to go out of Rediffusion,” says Chatterjee. According to Jauhari, the agency has already been offering technology-based solutions to some clients, and he hopes to absorb it into the mainline work more and more.
@ FEEDBACK [email protected]
August 19> 2018 [ impactonnet.com ]
32 ROUNDTABLE BLURRING THE LINES BETWEEN THE CMO AND CTO With technology becoming an intrinsic part of marketing, we explore how the relationship between marketing and technology teams have evolved, and how their synergy is increasing in media organizations BY SIMRAN SABHERWAL
(L-R) THE PARTICIPANTS Kapil Sharma, Senior VP Marketing & PR, 9X Media; Abhishek Joshi, Head - Marketing, Subscription and Content Licensing of Digital Business, Sony Pictures Networks India; Manav Sethi, Chief Marketing Officer, ALTBalaji; Sonali Bhattacharya, Head Marketing – Kids Cluster, Viacom18; Shantanu Gangane, Head - Marketing, Viu India; Ambi M G Parameswaran, Brand Strategist & Founder, Brand-Building.com; Rahul Mishra, General Manager, Marketing, Shemaroo Entertainment and Anuj Katiyar, Head, Marketing, Research, and Branded Content, BTVI
August 19> 2018 [ impactonnet.com ] 3933
Here are excerpts from the insightful debate. THE DISCUSSION POINTS CMO VERSUS CTO AGENDA
The difference in the Rahul Mishra, General Manager, Marketing, Shemaroo Entertainment: Over time, technology can get commoditized, whereas a CMO’s objective is to agenda between a CMO build a brand for the future, one that is distinct and loved by consumers. At the and a CTO same time, brands have to adapt to the technology trends. However, until such time as artificial intelligence (AI) does not become so strong, as to actually predict every aspect of human behaviour, I would imagine that CMOs and CTOs will have How dependent are CMOs fairly distinct Key Performance Indicators (KPIs) in organizations. on the CTO for support? Manav Sethi, Chief Marketing Officer, ALTBalaji: In the new world order, Marketing is the new Sales, as the CMO drives growth for the business. The nature of the game has changed as technology is far more What kind of support do pervasive and a marketing guy has to have an understanding of technology. you hope to receive from When you execute a campaign, you have to go back to the tech stakeholder for everything. Thus, the tech stakeholder has become a very important person in a the CTO? What are the marketer’s life, which was not the case earlier. At ALTBalaji, the CMO and CTO shortfalls in the support are collaborative roles as certain KPIs are linked. that you get from them? Sonali Bhattacharya, Head Marketing – Kids Cluster, Viacom18: Children are the earliest adopters of technology and consume massive amounts of content online. However, my primary consumer, the eight or nine year old, is If you were the CEO, what still watching television. A great deal of marketing effort is required to engage would you do to make the with this TG and we use a lot of experiential to connect with them. The KPIs for a technology and a marketing person for a kids’ brand is still drastically different. CTO and CMO work better A brand like MTV would be working far more closely with the CTO than a kids’ together? brand. Kapil Sharma, Senior VP Marketing & PR, 9X Media: Each of us have to become a specialist in our field, but you also have to be a generalist in aspects where you may not be an expert. Ten years ago, a marketing person’s job was just marketing, but today the marketing head also needs to wear the content hat and the tech hat. The marketing head needs to understand the technology powering various platforms and the CTO, who is the expert in this space, therefore comes in as a stakeholder. In our company, there is at least a weekly or fortnightly meeting between the marketing and the tech team because the viewers we cater to are between the ages of 16 and 24 years, heavily cued in to Digital. We have therefore adopted digital technologies to keep them glued to the television screens.
Abhishek Joshi, Head - Marketing, Subscription and Content Licensing of Digital Business at Sony Pictures Networks India: Until a few years ago, the CMO and CTO would never even speak to each
MODERATOR Ambi M G Parameswaran Brand Strategist & Founder, Brand-Building.com
Traditionally the CTO’s role was at the back-end, responsible for providing servers and minimum failure between disruptions delivery. However, with the emergence of new delivery systems like over-the- top (OTT), the roles of the CTO and the CMO have become almost intertwined and somewhat interdependent on each other, much more than what they were earlier. Going forward, this may pose a challenge considering that the CMO often doesn’t fully understand what it takes to deliver a good technology product, while the CTO may at times consider the request of a CMO to be unreasonable. I think the time has come for a new bridge position; something like a Chief Marketing Technologist, who understands marketing and technology, and who can play the role of a mediator between the CTO and CMO. Fundamentally, CTOs and CMOs have somewhat different agendas and there is a need to find common ground which can aid in the synchronization between the two.
August 19> 2018 [ impactonnet.com ] 324434 ROUNDTABLE
MANAV SETHI How does the CEO ensure that both units talk to each other? That’s ABHISHEK JOSHI the holy grail! You have to really ensure A traditional CMO was a consumer that they jointly own certain KPIs, and marketer. CMOs of today are lauded for the CTOs have to also ensure that from being data driven marketers. That does an organizational standpoint, while also not mean that the creative aspect is understanding the consumer journey no longer part of the role; it still exists. and exploring ways to enhance his life CMOs have taken on the as well as everyone else’s. additional responsibility of being data drivers.
KAPIL SHARMA You need to become a specialist in one field, but you still need a level of understanding without getting in so deep that you take on the CTO role, forgetting what a marketing head has to do.
ANUJ KATIYAR In today’s world, if I don’t interact with my CTO and understand new technology and the way I can push the news as and when it happens, then I will never be able to create an avenue for my consumers on a digital platform.
other. However, with new innovation and Digital coming in, the Shantanu Gangane, Head - Marketing, Viu India: CMO does not have a choice but to adopt technology, because he While content is the main driver which attracts the has to evaluate and seek meaning from the influx of data that is consumer and generates traffic to the app, the retention of thrown at him. For example, if my platform has 100 million users the user, which is actually where we strive hard as a company a month, I need to decode what they mean, know who they are, and not just as a marketing function, is a joint effort across what the consumer journey on my platform has been like, what the board. It is important that we understand that this is they watch and the kind of time spent. For that, I need to learn a KPI which is co-owned in OTT platforms specifically by how data is handled and that clearly means I am leaning towards many stakeholders. It doesn’t matter whether the customer is technology. In a lot of companies the roles have blurred, the CTO owned by the marketing or the technology guy, the dashboard and CMO work together, and Sony is one such example. The report (with data and analytics) in the morning is pretty much simple fact is that it is not just the CMO who has to take the tech our bible. Data and analytics should be an independent role, route, but the CTO has to don a creative hat as well. independent of the CTO and CMO.
Anuj Katiyar, Head, Marketing, Research, and Branded HOW DEPENDENT IS Content, BTVI: THE CMO ON THE CTO? In the recent past, news has gone beyond television. News is now on a platform primarily driven by technology. Marketing Abhishek Joshi: In Television, the strategy and research is understanding what the consumer is consuming and where. team reports to the marketing head and similarly, analytics in However, if I am unaware of how technology works, I will never digital terms is research in television terms. Until such time as be able to understand where the chunk of my viewership and the analytics role is not one of my KPIs, my hands are tied. I content is being consumed. need to have an insight on the RoI that I am spending on. My
August 19> 2018 [ impactonnet.com ] 35
SONALI BHATTACHARYA If one were to look at traditional FMCG and consumer durables companies, the investment and adoption of technology and the dependence on data, there has been a huge shift from five years ago. It is only a matter of time before it becomes a necessity in all businesses. Some of us are yet to get there, while some are already there. RAHUL MISHRA CTOs and CMOs have very distinct roles. As marketing experts, we tend to play a big role in what technology gets adopted in the company and what is ultimately marketed to consumers. However, I believe there is a distinction between what a CTO and CMO can do. Therefore, I don’t really see a CTO stepping into a CMO’s role.
SHANTANU business is 100% dependant on the CTO. In fact, my business GANGANE can do away with the CMO for three-six months, but it cannot do away with a product head or CTO. Data is available to all across technology, marketing, content and Rahul Mishra: The role of marketing has grown to include programming. What we take out of it and ask functions like giving tech feedback on data, enhancing the way the CTOs to do with it is the most important tech products work, new features that may be added, etc. Today thing. If you ask the CTO for a user feature marketing, to a large extent, defines the product along with the that is not important to your consumer, then CTO. Even internally, all the tools used, including dashboards, the CMO, the culture of the company, etc., are all the CMO’s calls essentially. So to a large extent, we which is not user focused, drive the technology that is adopted by the company. is to be blamed.
Sonali Bhattacharya: As media people, we are all very the app, but development budgets for the app remain with the lucky to be storytellers. As marketers, nobody digs in to data CTO.” Similarly, if you look at the analytics stack, those are all deeper than we do. While technology is what makes our budgetary KPIs for the tools which we use, but they are with products exist, the beauty of the product is dependent on us, the CTO. the marketers who analyse the data and know what story to offer the consumer. It is not the technical person, but the Anuj Katiyar: As the pressure on every business is high, storyteller who creates content that strikes a chord. one can’t work in isolation; be it in technology, marketing or even a CFO role. If I want to do something that is tech-driven, Kapil Sharma: If you take the example of Netflix’s show the CFO wants to double check with the CTO. So, if I don’t go House of Cards, how did you get to know about it? It wasn’t along with the CTO to the CFO, my proposal gets shot down. the CTO who advertised it. The CTO may have analysed data The end objective has to be common for both of them. and studied consumer behaviour on such platforms, but at the end of the day, it is the marketing and PR team that did such Shantanu Gangane: If the Chief Marketing Technologist is a good job globally, that Netflix and House of Cards became the bridge, then it’s a relevant conversation. For example, if it’s synonymous with each other, thus generating such a high a company which is evolving from B2B to B2C, or is actually number of viewers. wanting to be a B2C brand, everybody in that company has to be user focused. If a feature that is different from what the data Manav Sethi: In my discussion with Karthi (Karthi and marketing team requires is launched, then the company is Marshan, Senior EVP and Head - Group Marketing, Kotak not user focussed and that is when the bridge is required. Mahindra Bank) the other day, he raised a very good point. @ FEEDBACK He said, “I am a CMO. My KPI is Digital. My KPI also includes [email protected]
August 19> 2018 [ impactonnet.com ] 36 FEASPOTURETLIGHT FACEBOOK BATS FOR HINDI MOVIE MARKETING An Ormax Media study has found that Facebook is one of the top three mediums driving buzz and appeal for a film campaign, with Facebook and Instagram together accounting for nearly 40% contribution to a Hindi film’s first day box office collections
BY VENKATA SUSMITA BISWAS
here’s a movie releasing this MUSIC MARKETING AND FACEBOOK Friday. Chances are that you Taking note of the need gap, Facebook would have heard about it is focusing on building music-related first from the actors of the film products and tools. “Music is increasingly themselves,T who shared live updates on becoming important on Facebook. We are Facebook or Instagram. Later, your social looking at music from both, the user side media timeline would have been flooded through Facebook Live for audio launches with posts of trailers, Facebook Live posts or groups, and the owners’ side through and in some cases, Facebook messenger chat Rights Managers to protect the copyright of bots. Movie marketing is changing. Unless content creators,” commented a Facebook you live outside the digital realm, you hear spokesperson about the platform’s growing about a movie release months ahead online, focus on music content. “Since the appeal not in newspapers or theatres. power gap between Facebook and YouTube Social media networking site Facebook is not very high, as we build the music is establishing itself as a premier medium ecosystem, we expect this distribution to for movie marketing in India. A study by change very rapidly,” he added. Ormax Media has found that Facebook Saurabh Doshi, Head - Entertainment Movie producers and actors use and YouTube together contribute to nearly Partnerships, APAC, Facebook Facebook and Instagram to engage with 40% of the first day collections, while fans and viewers, offering them snackable television and in-theatre contribute to only content and also hosting Facebook Live 13% and 9% of the total first day box office interactions for promotional activities. collections, respectively. Facebook also debuted a camera filter for Historically, movie marketing in India the movie Sanju, using which fans could try has been led by trailer and song launches on Sanjay Dutt’s jail look. on television and interviews and gossip As part of their research for the columns about the film stars in newspapers. report, Ormax Media studied over Over time, however, YouTube has 25,000 moviegoers across several cities, grabbed a piece of the movie marketing demographics and strata in a period of pie, becoming any fan’s go-to medium to six months, assessing performance of live watch everything movie-related and listen media basis the impact created in driving to the latest tracks on loop. Armed with movie ticket sales. It covered various tiers an array of products to amplify the reach, of movies – from large box office openers to engagement and conversions, Facebook and niche releases with emerging stars. Instagram have also now become key parts One of the features which has the of the movie marketing journey. most potential is Facebook’s messenger According to the Ormax Media study, chat bot, used by Fox Star Studios for the Facebook and Instagram lead the pack promotion of Baaghi 2 and Sanju. The bot, of marketing media platforms in terms which allows movie makers to incentivise of buzz power or the conversation value users for engagement, works as a native around a film. The study also shows that ticketing platform. Shikha Kapur, Chief the combination of Facebook and Instagram that Facebook and Instagram have to offer Marketing Officer - Fox Star Studios told contributes most to first day box office has elongated the typical film marketing exchange4media in an interview ahead of collections at 21%. YouTube comes in second exercise that used to last just three weeks. the launch of Baaghi 2 that the bot gives “a at 18%. “The marketing window is 45-60 more intimate/high touch way to engage Speaking about Facebook’s impact on days currently. In some cases, films create with the film’s audience pool. They are the Indian movie business, Saurabh Doshi, milestones much in advance. Movie makers then potentially our evangelists who will Head - Entertainment Partnerships, have realised that if they build a community propagate our stories to their friends and APAC, Facebook, said, “Facebook is a great in advance, when the time comes, they family,” she said. place for fans to directly connect with their can launch it in the community,” said a Akshay Kumar recently launched the favourite stars and movies and drive reach Facebook spokesperson. trailer for his upcoming movie ‘Gold’ on and engagement. We aim to become the Interestingly, most moviegoers make IGTV, in addition to launching it live via go-to destination for celebrities and movie the decision to watch a movie based on Facebook. While IGTV is a fairly new marketers to promote and connect with the music album of the film which they product, Facebook expects it to soon have a their followers in an authentic way and watch or listen to on YouTube. Given bigger role in promoting movies. experience the power of organic content and its limitations, Facebook is yet to make a first-hand interactions.” significant dent in the music promotion @ FEEDBACK Leveraging the various marketing tools aspect of film marketing. [email protected]
August 19> 2018 [ impactonnet.com ]
38 FEATURE BLOCKCHAIN: A DOUBLE DOSE OF TRUST FOR BRANDS
By MAHUYA CHATURVEDI
lot is being researched and tooled The Edelman Trust Barometer also says brand enabler here. The insurance industry to make Blockchain the boon of that 16 of 27 countries show a major decline is caught in the tryst of verifying claims, transparency in marketing and in trust falling below the 50% level and which is time and cost consuming, while bringA in higher verification for marketing becoming a part of the ‘distrust’ cluster of at the other end consumers are weary of dollars as well as increase much needed countries. their claims being fulfilled and this is a justification for marketing spends. And this is the second leap in trust that major stumbling block for the growth of Blockchain, the incorruptible digital blockchain will create for brands. With the industry. Blockchain is fast leading to a ledger of transactions, not owned by Blockchain, the veracity of all information disruption here. any single entity and visible to all, will is expected to reach an all-time high. With Imagine a ledger of multiple parties revolutionize economic transactions and incorruptible information ledger available which can be independently verified, for also change marketing transactions and to all and owned by none, brands can the authenticity of customers, policies and measurability – that is the prophecy from indeed walk the talk of trust. claims. A distributed ledger can enable the one and all. insurer and various third parties to easily and instantly access and update relevant CHAIN OF TRUST information (e.g., claim forms, evidence, FOR MARKETER’S MONEY police reports and third-party review While projections about Blockchain are a reports). bit like prophesying about the Internet way This tool in the hands of marketers can back in the 1990s, the hope is robust. With multiply to generate trust, the big driver many organizations already working on of choosing an insurance brand. Content, using Blockchain to bring in transparency people to people recommendation, authentic to marketing dollars, the results can create brand conversations get to multiply and an upheaval. The current visibility to what drive the category forward. this transparent ledger of transactions can achieve is in itself astounding, even if we A BRAND TRUST MULTIPLIER TOOL leave what it can develop into for later! There was a time when the most Marketers will spend better with A SEE-THROUGH OF THE SUPPLY important things to tell your consumer confidence and if this happens, it ought to CHAIN IN FOOD about the overcoat was its colour, cut, fit be faster rather than later as marketing gets One of the key consumer challenges in and an imagery - all that is important, but an upheaval from transparency, becomes packaged foods today is the authenticity what is also very important is authenticity a more efficient business engine, a much- of the packaged product. There is a key of make and design, artisanal product, needed ask today. question of what’s inside the packet. And ethical sourcing, values and transparency As marketers better use their marketing this becomes even more pronounced with – all of this becomes more accessible to dollars, that itself will set in a consumer organic foods. These are fussy consumers marketers with Blockchain and offers larger experience virtuous cycle, but that is only who want to be extra careful about opportunity to create compelling first time one half of the trust benefit that Blockchain the process and don’t know what they ever content. provides are picking up. Any number of claims, Now combine the two – the ability to advertising, don’t hold good here. target consumers authentically with never GAINING MARKETER’S TRUST TO As the owner of Naked Organics puts before available authentic information BRIDGING CONSUMER TRUST GAP it, “Blockchain in agriculture allows the about what goes behind the brand, the Like marketers, consumers much lack consumer to scan the barcode of a product ability to create trust and hence valuable trust in brands today and need to repose in the supermarket and instantly view conversations and conversions multiply. their trust in brands. the entire supply chain from supermarket While there is be a lot that is yet I quote a research that I was privy to in to farmer.” Once the consumer can view unfathomable, but like all technology, my years with Cogito Consulting at FCB, the supply chain, the opportunity for experimentation and learning will lead the according to IPG New Realities, a survey marketing to amplify, engage and create way, and in this case the path is inside-out measuring consumer attitudes in seven one-to-one interaction with the grower, marketing engagement with mutual trust countries ((US, UK, China, India, Russia, the suppliers and the user are all fantastic and benefits, authenticity forward, the Brazil and SA) over an extended period credibility builders which transcend all sooner the better! of 9 + years, people around the world are advertising or claims. holding brands to a high standard of trust. (The author, former COO of Leo Burnett Information about the product, what’s A VERACITY BOON IN THE Orchard, is a business catalyst who has worn behind the product, is gaining importance INSURANCE SECTOR many hats as an agency head, marketing head, on all aspects of decision making. Transparency can become the biggest brand consulting head and media planning head)
August 19> 2018 [ impactonnet.com ]
40 FEASPOTURETLIGHT ‘WE WILL EXPAND OUR TV OFFERINGS, BUT WON’T ENTER THE GEC SPACE’ In a candid chat with IMPACT, DD Purkayastha, Managing Director & CEO, ABP Group, talks about the group’s performance and key focus areas to ring in the next phase of growth
BY SAMARPITA BANERJEE
hen Ananda Bazar Patrika (ABP) newspaper is still a strong property. launched in the year 1922, it was When asked about the growth of its print business, a four-page evening Bengali daily he adds that the Bengali newspaper is growing at a low which was priced at two paise, with double digit rate, while English Print witnessed negative a daily circulation of about 1,000 growth, even till the first quarter of this year. copies. Today, four years shy of celebrating its centennial “We all know how the print business is performing. year, the ABP Group has transformed into a media Within Print, English publications are facing strong behemoth and diversified its business to include more headwinds. English print has already started declining newspapers, magazines, television news channels and and there’s very little growth, in terms of ad revenues, digital properties. says Purkayastha, adding that the decline started post Headquartered in Kolkata, the group’s stronghold demonetisation and the implementation of the Goods and lies in its regional offerings. Ananda Bazar Patrika still Services Tax. However, talking about how the group is remains one of the most widely circulated newspapers in doing overall he says, “We are in a much better position the state, despite the coming in of national players. Some than a lot of other players, because not only is our Bengali of its most popular magazines include Desh, Sananda, newspaper growing, but our Television channels are Anandalok and Anandamela. Each of the magazines have doing well too.” a circulation ranging between 30,000-60,000. According to him, the key factor that has contributed However, while the latest Indian Readership Survey to the decline of the English media is the fact that most (IRS) 2017 revealed that the Print medium will continue of the English readership comes from metro cities. “In to witness growth and that regional print will eventually the metros, it is not just the younger audience, but even drive growth for the medium, how is the print business middle-aged people are no longer interested in reading of the ABP Group doing? DD Purkayastha, Managing newspapers. Moreover, with the advent of Digital, Director & CEO, ABP says that while English readership there are now a lot of other ways to get news too,” says is falling, the group is in good shape because its Bengali Purkayastha. However, he has a lot of hope for the growth
August 19> 2018 [ impactonnet.com ] FEATURE41
FOCUS AREAS FOR THE NEXT FEW YEARS
Expand Television offering to more regions and languages
Expand wedding portal business and enter more markets
Take Ananda Bazar Patrika deeper into the heartlands of Bengal
Focus on good content
‘WE ARE NOT GETTING ACQUIRED BY ANYBODY’
Once every few years, rumours about the ABP Group being acquired by RP-Sanjiv Goenka Group do the rounds of the media. The RP-Sanjiv Goenka Group has interests across diverse business sectors, including Power & Natural Resources, Carbon Black, IT & Education, Infrastructure, Retail, Media, Entertainment & Sports. However, DD Purkayastha, Managing Director & CEO, ABP rubbished the rumours. “I have been hearing this same rumour for the last 30 years. First the rumours would talk about RP Goenka, and now it’s about his son, Sanjiv Goenka. Let me tell you, there’s not an iota of truth in it. We are not getting acquired by anybody!’
August 19> 2018 [ impactonnet.com ] 42 FEASPOTURETLIGHT
printing plants across the state, in cities like Durgapur, Baharampur and Siliguri. Since the newspaper also has readership outside the state of West Bengal, setting up these plants has helped the ABP Group simplify its logistical issues. It also helps them deliver the newspaper to the doorstep of people outside the state in the morning, which was not the case till a few years ago, when the newspaper would reach readers a day late.
THE INCREASING FOCUS ON DIGITAL When asked about the biggest challenges that the group’s Print business has been facing over the years, Purkayastha states that it is the struggle to retain its readers. “For us, the biggest challenge has been to ensure that our readers don’t go elsewhere. And one way of doing that, we figured, is by building our Digital properties. For the past three years, we have been concentrating on doing this and we have witnessed very good traction. Readership might be moving from one medium to another, but if we are able to retain our audience on Digital, they will still remain with us,” he says. However, advertisers have still not started putting in a lot of money on the medium. “Most of the money on the Digital medium is going to the Facebooks, Googles, Amazons and Flipkarts of the world. I don’t think anybody is making money there yet, but my objective is to bring people to the medium. And tomorrow, there is a possibility that if advertisers don’t pay, readers will be willing to pay for relevant, exclusive content. We are currently exploring a digital subscription-based model. You might see that come out from the group within the next two years,” he tells us. Not only is the group thinking of going all guns blazing on We are in a much better position than a its Digital news websites, the group is also going to focus on its lot of other players, because not only is matrimony site, which he says has already become the market leader in the Kolkata market, toppling other established players. our Bengali newspaper growing, but our “When we say Digital, we don’t just mean the news websites. Our Television channels are doing well too matrimony site, ABP Weddings that we launched in 2015 has been performing really well. Our portal is built on the trust and We are currently exploring a digital credibility of ABP among the Bengali diaspora. Despite being a late subscription-based model. You might see entrant, we have already surpassed other well-established players that come out from the group within the like Bharat Matrimony and Shaadi.com to become the No 1 marriage next two years portal in the state,” he says. The group also launched a similar portal in Maharashtra and is also looking at expanding to other regions.
Despite being a late entrant, ABP REGIONAL TO BE A KEY FOCUS AREA Weddings has already surpassed other While all might not be well in the ABP Group’s Print well-established players like Bharat business, the Television business is contributing to its overall Matrimony and Shaadi.com to become growth. Currently, the group has four news channels - Bengali, the No 1 marriage portal in the state Gujarati, Marathi and Hindi, that are doing well for the group. The organization was also in talks to launch a fifth channel in Punjabi, but that could not take off because of problems involved in getting a licence for the channel. Thus, the group launched the of regional print, thanks to the growth in the hinterlands. “The Punjabi channel ‘ABP Sanjha’ in Canada, which has a large Punjabi hinterlands and districts around Kolkata are growing. People today diaspora, in June. have better purchasing power and they want to imitate the city Talking about future plans for the television business, life. Brands, be it auto, two-wheeler or FMCG players, are noticing Purkayastha says, “We already have five language news this too, and are focusing on these areas. Our focus will also be on channels including ABP Sanjha and we are exploring more regional language print and non-Calcutta districts, because those are languages. However, we are clear about one thing: we don’t the areas that are growing,” he says. want to go the GEC way. The channels will all be news channels Talking about the growth forecast for the rest of the year, and in regional languages. We aren’t even thinking of an Purkayastha believes that English Print will witness a 5% negative English channel right now.” growth, Bengali will grow by 6-7% and Hindi will witness a slightly On other languages that the group is looking at, he hints at the higher growth of about 8-10%. South market. The scenario in the magazine vertical, shares Purkayastha, isn’t too encouraging either; with revenues from advertising falling every EVENTS: THE MONEY-SPINNER FOR ABP year. “We have been witnessing an almost double-digit decline Like most other media houses that host events to build a connect in terms of advertising in our magazine vertical. It’s not a good between the industry and consumers, as well as to bring in the scenario. Having said that, people are paying for the content they monies, the ABP Group has been organizing many such events. “We are consuming in these magazines. So we are making money from are doing a lot of events currently. Each of our brands have different the circulation and probably that’s what has helped us survive. But events that we organize across the year. We must have a total of making money simply out of circulation is not a good model. You about 100 events right now. And they are doing really well for us,” need advertising,” he explains. On why magazines are losing the Purkayastha says, adding that the events vertical contributes close advertiser’s favour, he adds, “Advertisers look for reach. Magazines to 10% to the group’s overall revenues. don’t really have that kind of reach.” However, the group, in the past few years, has also been @ FEEDBACK working on improving its distribution network and has thus set up [email protected]
August 19> 2018 [ impactonnet.com ]
44 FEATURE SHOWCASE OF THE LATEST AD CAMPAIGNS
BRAND: SUGAR FREE #SMARTNESS WAALI SWEETNESS
CREDITS CREATIVE AGENCY: CONTRACT ADVERTISING, INDIA CREATIVE TEAM: SIDDHESH KULKARNI, KAPIL MISHRA, RAHUL GHOSH, PRIYANKA MHATRE ACCOUNT MANAGEMENT: ARJUN SEN, ROHIT CHATTERJEE, SURYATAPA DUTTA, DEVANSH THAKKER ACCOUNT PLANNING: ROHIT SRIVASTAVA, SUNIL SHETTY, DIA KRIPLANI PRODUCTION HOUSE: PAPER PLANES PICTURES DIRECTOR: PRASHANT MADAN PRODUCER: LISA D’COSTA AGENCY CLIENT In this film, the idea was to showcase a The new campaign encourages strong relationship where the man and consumers to incorporate Sugar the woman are each other’s support and Free in their daily routine. Parineeti strength, coupled with our insight of Ek Chopra, as the brand ambassador Kadam Aagey, ek Kadam Picchey. for Sugar Free helps us to cater to a wide array of consumers who are increasingly getting more and more KAPIL MISHRA conscious about their health and well-being. Executive Vice President & Executive Creative Director, TARUN ARORA Contract Mumbai Chief Operating Officer & Director, Zydus Wellness
BRAND: MOTILAL OSWAL FINANCIAL SERVICES #THINK EQUITY. THINK MOTILAL OSWAL
CREDITS CREATIVE AGENCY: MULLEN LINTAS CREATIVE TEAM: SHRIRAM IYER, GARIMA KHANDELWAL ACCOUNT MANAGEMENT: PRIYA BALAN, MANISH SOMANI PRODUCTION HOUSE: UBIK FILMS DIRECTOR: SURJO DEB PRODUCER: SONU BHANDARI, SAIKAT CHAKRABORTY
AGENCY CLIENT Motilal Oswal wanted to emphasize Volatile markets test patience and the point of staying invested when the reward conviction. In times like these, it market is rough. We wanted to continue is important to invest in quality stocks the brand tonality of saying it laterally, and hold onto them even during tough thus the metaphor of a mechanical bull. market conditions. This is what we Through this campaign, we have built focus on with our ‘Buy Right: Sit Tight’ some new properties for the brand. investing philosophy. GARIMA KHANDELWAL RAMNIK CHHABRA Director-Marketing, Executive Creative Director, Motilal Oswal Financial Services Mullen Lintas
August 19> 2018 [ impactonnet.com ] SHOWCASE OF THE LATEST AD CAMPAIGNS FEATURE5045
BRAND: PARLE 20-20 #TASTE MEIN 20 OUT OF 20
CREDITS CREATIVE AGENCY: EVEREST BRAND SOLUTIONS CREATIVE TEAM: PRAMOD SHARMA, SAMIR CHONKAR, RAHUL JAUHAR BUSINESS TEAM: HARISH SUVARNA STRATEGY TEAM: NAVONIL CHATTERJEE PRODUCTION HOUSE: ELEMENTS FILM HEAD: HARISH MISHRA
AGENCY CLIENT The brief was to create a narrative As we celebrate Parle 20-20’s for today’s youth by keeping Parle ten years of existence, we want 20-20 core values at heart. We have to appreciate individuals who incorporated both these elements encounter these young adults and with a humorous twist to showcase don’t judge them for their choices. a progressive society and positioned We also wanted to position 20-20 Parle 20-20 cookies as a reward to as a brand that supports this new- those who adapt to positive change easily. age thought process which is free of prejudice and extremely inclusive of change. PRAMOD SHARMA MAYANK SHAH Executive Creative Director, Everest Brand Solutions Category Head, Parle Products
BRAND: HP # PRINT BEFIKAR CREDITS CREATIVE AGENCY: BBDO INDIA CHAIRMAN AND CHIEF CREATIVE OFFICER: JOSY PAUL PRESIDENT: RAJESH SIKRORIA SR. EXECUTIVE CREATIVE DIRECTOR: RITU SHARDA SR. CREATIVE DIRECTOR: ANUNAY RAI CREATIVE DIRECTOR: SHINJINI BANERJEE SR. ART DIRECTOR: NATASHA MEHRA EXECUTIVE VICE PRESIDENT: GIREESH GUPTA SR. ACCOUNT DIRECTOR: RUBINA AHMED SR. ACCOUNT EXECUTIVE: KRITIKA VASAN
AGENCY CLIENT Our aim was to create a film that HP is committed to introducing resonates with our target audience technology that fulfils our customers’ and makes ‘ink tank printers’ relevant. needs and requirements. Printing We did that by reminding our target is extremely critical for parents of audience- parents of school going young children. With our campaign children; in a fun way, of their own ‘Print Befikar’, we want to debunk the surreptitious behaviour in office when it perception surrounding home printing comes to printing home work. This gave our ‘affordability’ and highlight how HP brings ease and affordability to proposition instant recognition and connection. printing. JOSY PAUL NEELIMA BURRA Chairman and Chief Creative Officer, BBDO India Country Marketing Director, HP India COMPILED BY - BERYL MENEZES Mail your latest creatives to [email protected] 46 FEATURE
01
KARAN THAPAR & SHEKHAR GUPTA DISCUSS JOURNALISTIC ETHICS AT THE PRINT’S ‘OFF THE CUFF’ The ‘Off the Cuff’ event which was held in Mumbai saw senior journalist Karan Thapar in conversation with Editor-in-chief of The Print’s Shekhar Gupta. The highlight of the evening was the discussion on Thapar’s recent book ‘Devil’s Advocate’, which is about the relationship of confidentiality between a journalist and a source.
02
03 04 05
01 Journalist Karan Thapar with Shekhar Gupta of ThePrint 02 Dr Shailesh Raina with Advertising Filmmaker Kailash Surendranath 03 Farhat Jamal of Taj Hotels Resorts & Palaces with writer Dorab Sopariwala 04 Partho Dasgupta of BARC, Omkar Bhattacharya of ThePrint and Karan Thapar 05 Shekhar Gupta with Hemant Kirolikar of eNVisions 06 07 08 06 Anurag Katriar of deGustibus 07 Anjali Raina of Havard Business School 08 Life Coach Chhaya Momaya 09 Vinay Ahuja and Ronak Seth of IIFL Wealth 10 Ashwani Kumar of TISS with Shinjini Kumar of Citi India
09 10
August 19> 2018 [ impactonnet.com ] t SEPTE ER TAJ SANTACRU U AI
CONFERENCE FOLLO ED A ARDS
A HISHEK ADIT A AJIT A IT ATIT DESAI S A AR A GUJRAL EHTA R ALKI Film Director & Former Chairman & COO, Lowe Lintas
ATUL DE RAJ DE ENDRA DI PLE FRANK HARSHAD GARG TRIPATH DESHPANDE SIDHAR D’SOU A RAJADH AKSHA Media &Advertising Consultant PwC India
HI ANSHU KARTIK PALLA I PARI IT RA I RONITA AKSHI KALLA CHOPRA HATTACHAR A DESAI ITRA
SAGAR SANJA SAPANGEET SHUCHI IKRA JEET KARGUTKAR GUPTA RAJ ANT SINGHAL SINGH
CO PARTNERS
For Registration, please contact: Prateek Goyal: [email protected] | +91 9769124432 Anna Fernandes: [email protected] | +91 9823080690
For sponsorship opportunities, please contact: Runa Sinha (National Sales Head): [email protected] | +91 9810497903 Sneha Walke (VP Special Projects & South Head): [email protected] | +91 9845541143 Ashish Kudalkar (General Manager - Sales & BD-West): [email protected] | +91 9820541742 48 FEATURE
01
WOMEN ECONOMIC FORUM AWARDS 2018 RECOGNIZE WOMEN LEADERS OF THE DECADE
The Women Economic Forum (WEF) Awards 2018 for Women and Leaders of the Decade held in Delhi, saw Dr. Harbeen Arora, Global Chairperson, Women Economic Forum and noted industry people felicitate 25 iconic women leaders across diverse fields including fashion, design, leadership, gender journalism, mental health and corporate leadership 02
03 04 05 06 07
01 Suman Gahlot of Aloft Hotels, fashion designer Bina Modi, Nina Lekhi of Baggit, fashion designer Ritu Beri, Neerja Birla of Mpower, Harbeen Arora of Women Economic Forum, Dinaz Madhukar of DLF Luxury Retail and Hospitality, Kulmeet Bawa of Adobe, Tanya Chaitanya of Femina and Christina Ruggiero of Coca-Cola 02 Amit Tiwari of Havells India 03 Kulmeet Bawa 04 Christina Ruggiero 05 Ritu Beri 06 Tanya Chaitanya 08 09 07 Dinaz Madhukar 08 Neerja Birla 09 Nina Lekhi and Harbeen Arora 10 Priyanka Khimani of Anand and Anand & Khimani 11 Reshma Budhia of TOSS the COIN 12 Bina Modi
10 11 12
August 19> 2018 [ impactonnet.com ] 2018
2018 2018 Magzimise Awards Pitch Top 50 Brands IMPACT Trends Report Pitch CMO Summit - Bengaluru DAN e4m Advertising Report 2018 2018 exchange4media News Broadcasting Awards Pitch Madison Advertising Report Prime Time Awards Top 30 Under 30 2018 2018 Pitch CMO Summit BW Applause Awards IMPACT Top 50 Most Influential Women ICMA - Indian Content Marketing Awards & Content Jam OOH Conference & Neon Awards Realty Plus Excellence Awards - Mumbai 2018 2018 GoaFest Special CMO League Golden Mikes Radio Advertising Awards Media Ace Awards Realty Plus Excellence Awards - Delhi The Maddies e4m Mobile Awards 2018 2018 Pitch CMO Summit - Delhi 14th IMPACT Anniversary Issue Realty Plus Excellence Awards - Kolkata exchange4media Conclave - Bengaluru exchange4media Conclave - Mumbai Realty Plus Excellence Awards - Bengaluru 2018 2018
Cannes Lions - Special e4m Rewind Indian Digital Marketing Awards IMPACT Person of the Year Realty Plus Excellence Awards - Gujarat Indian Marketing Awards India PR & Corporate Comms Summit & Awards
Events Edit Special
MUMBAI | south
For sponsorship opportunities, please contact: Runa Sinha (Delhi) +91 9810497903 | Ashish Kudalkar (Mumbai) +91 9820541742 | Sneha Walke (Bengaluru) +91 98455 41143 50 FEATURE MAKING 1) Which agency has been awarded THE MOST media duties for Mondelez? a) Carat Media Services OF SUMMER b) Mediacom c) Wavemaker VACATIONS d) Havas Media
2) What percentage of the total OOH BY MANSI ZAVERI industry does Digital OOH account Founder & CEO for? Kidsstoppress.com a) 3-5% ummer has really they are back to it. That literally means no fixed b) 10-12% changed a lot since you times for bathing, brushing their teeth, lunch c) 20-25% and I were kids. Summer or dinner. If they are not hungry they miss a d) 8-10% for us meant helping hot lunch (which by the way had a huge charm S 3) Who is the Managing Director of mom with errands, hopping over for me doing my summer holidays) and their Liqvd Asia? to a friend’s place in the building, plate will be on the table for whenever they are taking long train rides to visit our hungry. a) Rashmi Putcha b) Sameer Saxena cousins, heading to a hill station or 3. Travel: Whether it is a nearby holiday perhaps going boating at a lake. home or the French Riviera. Every bit of travel c) Niti Kumar For a kid growing up in the ‘80s, teaches kids something. It teaches them about d) Arnab Mitra life was a lot simpler because our culture, currency, landscape, practices and the 4) Which agency put together the parents defined their normal, opportunity of meeting a diverse set of people. multi award winning ‘MP mein dil hua unlike us who find it hard to Do not deprive your children of that experience. bacha sa’ film? define a normal for our families. 4. Save Hours: Spare yourselves the We are so busy hours of searching a) DDB Mudra trying to do a for summer ideas b) J. Walter Thompson balancing act and and leave that to a c) Ogilvy match pace to a curated platform like d) Lowe Lintas world that strives Kidsstoppress.com 5) What was the name of The for excellence where you can get Advertising Club’s inaugural digital and instant information ranging review event? gratification. from books to read, My plan this cooking ideas for a)The Digital Ad Show summer for our kids, movies to watch, b) D-Code family was fairly games to play and a c) Digital Decoded simple. It was to bring back whole lot of activities to do. d) The Digital Review childhood days by exploring 5. Mindfully engage: Don’t cram your 6) The new #ChooseYourAge simple ways a working parent can child’s schedule just to keep him/her busy. campaign was rolled out by which define their normal and #Simplify This summer, we took only swimming lessons brand? Parenting in more ways than one, because that was our summer goal. a) Jabong just like we do at kidsstoppress. 6. Let them get bored: The first few days com. were a big struggle for the kids. What stays b) Flipkart c) Levi’s 1. Define your Normal: sacrosanct is non-indulgence in mindless What this means is fixing your screen time. Boredom is the key to creativity d) Hotstar budget, resources at hand and and innovation. 7) Identify this person how much time you can spare 7. Essential chores: A must-have plan for each day/weekend. As a family, the summer is to include essential skills like we decided to not spend on any folding clothes, making rotis, sweeping the extra classes, except the core skills floor, making one’s own bed, cleaning one’s own that we planned to learn this room, chopping vegetables. summer. Besides, as a working 8. Have fun: All through the summer, we parent having taken two weeks watch some great movies or documentaries off already, there was no extra together on Netflix. This builds gainful time to spare for multiple pickups engagement. We also make tasty makhana, and drops. Once you define your popcorn, hot cocoa and popsicles for our movie normal, just stick to it. Don’t get nights. We play lots of board games, group perturbed by what your friends games and team sports that help build a child’s are doing. Choose age-wise social skills. A building playground can be a activities, themes and essential perfect platform to learn essential life skills e) Anita Nayyar skills for the summer and add such as survival, taking turns, losing, winning, f) Niti Kumar them to your workspace. team work, negotiation and interacting with g) Gunjan Soni h) Nina Lekhi 2. Go off routine: It’s so kids of different ages. At the end of the day, I important to break the monotony also want my kids to hide under the blanket
and go off-routine to appreciate and read books with a torch way after the lights [This quiz is about the previous issue of the routine. I let the kids drive are off, just like I did. IMPACT. Send your answers to [email protected] along with your their routine so that they full postal address and phone number. Answers @ FEEDBACK and name of winner will be announced on appreciate the structure when www.impactonnet.com on Wednesday.] [email protected]
August 19> 2018 [ impactonnet.com ] 7th EPT TA A TAC M MBAI
A E H IL IL A A THA AMAK I H A KATA IA L LLA AYAK Managing Director CEO - India & SAARC Group CEO Chief Executive Ocer
KA IKA MADHA I A BH A A E A I A I I BAM VP - Content Chief Ocer Chief Content Youtuber, Services Content Ocer Singer - Song Writer
HOW WILL YOU BENEFIT WHO WILL YOU MEET 8+ Hours of premium content 20+ Prolific Speakers Insights on successful brand stories Leading Brand Custodians & Decision Makers 80% rated 2017 edition Excellent Content Creators & Distributors 90% would recommend this event Digital & Content Marketers to their colleagues Agency Heads & Broadcasters
For Registration, please contact: Prateek Goyal: [email protected] | +91 9769124432 Anna Fernandes: [email protected] | +91 9823080690
For sponsorship opportunities, please contact: Runa Sinha (National Sales Head): [email protected] | +91 9810497903 Sneha Walke (VP Special Projects & South Head): [email protected] | +91 9845541143 Ashish Kudalkar (General Manager - Sales & BD-West): [email protected] | +91 9820541742
FRAGRANCE TRADE MEDIA PARTNERS MUSIC COMMUNITY BUSINESS MEDIA PARTNER PARTNER PARTNER RNI Reg. No. - DELENG/2004/13757