February 16-28, 2013 Volume 1, Issue 19 `100 36

INTERVIEW Rajan Anandan Google India’s MD on mobiles, SMEs and digital. 34 With the launch of three channels in quick succession, the children’s genre is suddenly bursting with excitement.

AXIS BANK Progressive Thought March together to success, is the message. 12

PEPSI Now or Never ‘Youthful irreverence’ gets a new platform.

OBITUARY Fabian Gonsalves 22 CNBC-TV 18 Dream Big 32 IRS Q3 2012 Progress Report 43 28 VIA.COM Vying for Attention 47

EDITORIAL

This fortnight... Volume 1, Issue 19

here are two ways of looking at the explosion of interest in the children’s genre EDITOR T on television: Sreekant Khandekar

February 16-28, 2013 Volume 1, Issue 19 `100 PUBLISHER 36 Reaction One: Is there place for so many channels? Prasanna Singh Reaction Two: How come this didn’t happen earlier? SENIOR LAYOUT ARTIST Vinay Dominic INTERVIEW Rajan Anandan Google India’s MD on It seems to me that considering the several hundred million children in India, mobiles, SMEs and digital. 34 PRODUCTION EXECUTIVE With the launch of three channels in quick succession, the number of channels trying to tempt them will only grow. Digitisation has made Andrias Kisku the children’s genre is suddenly bursting with excitement. a number of special interest genres viable in business terms and the children’s slot is ADVERTISING ENQUIRIES

AXIS BANK Progressive Thought among the most interesting. Rahul Puri, (0120) 4077833, 4077866 March together to success, is the message. Noida 12 The share of the children’s genre inched up in 2012 and as the content offering Arunima Bhattacharya, (022) 40429702-5 keep widening, we can expect that trend to continue for at least the next couple of Mumbai

PEPSI Now or Never years. This might tempt brands that are aimed at grown-ups to advertise on children’s ‘Youthful irreverence’ gets a new platform. [email protected]

OBITUARY Fabian Gonsalves 22 channels more often (though, of course, some channels permit only brands targeted at CNBC-TV 18 Dream Big 32 MARKETING OFFICE IRS Q3 2012 Progress Report 43 children). Within the wider genre, each channel has a special way of looking at kids B-3, First Floor, Sector-4, Noida-201301. 28 VIA.COM Vying for Attention 47 and segmentation is already developing pretty sharply. Tel: (0120) 4077800. MUMBAI The entry of new players will lead inevitably to the demand for more programming. 501-502, Makani Center, 5th Floor, This brings us to the question of which of the two types will do well: animation or live Off Linking Road, Bandra (W), Mumbai - 400050 action. Broadly speaking, animation appeals to younger children’s desire to disappear Tel: +91-22-40429 709 - 712 into another world while live action works better with older children. BENGALURU When children’s channels first appeared on Indian television sets, the programming S-1, New Bridge Corporate Centre, 777 D, 100 ft Road, Indira Nagar, was entirely foreign animation. Over time, some live action has appeared but Bengaluru - 560038, India animation dominates. It took a long time for Indian animated characters to make their SUBSCRIPTION ENQUIRIES entry but now that they have, they are gaining ground. Several investors have placed Akhilesh Singh, (0120) 4077837 their bets on creating Indian superhero characters, for example. However, animation is [email protected] a notoriously slow and expensive business to build so all this will take time. Owned by Banyan Netfaqs Pvt Ltd and Printed and published by Many things are still unclear but what one can still say with uncertainty is that Prasanna Singh, Indian children are going to get spoilt for choice. at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063.

Printed at Cirrus Graphics Private Limited B-62/14, Naraina Industrial Area, Phase II, New Delhi – 110028. Sreekant Khandekar Cover Illustration [email protected] Tiffin Box

CONTENTS 14 40 PLUS

KIT KAT AFAQS! EVENT Baby Break 22 Owning Brands LIFEBUOY How does a brand Powered By: owner go about Food for Thought 25 building brands? GENOMUSIC PROJECT DON’T MISS THE LOGO Musical Experiment 34 INTERVIEW 16 18 Harris and Barua COCA-COLA Rana Barua and Colvyn Happiness on the Go 38 Harris on Contract’s future. TTN-THEONEALLIANCE POV 39 It is a Deal 38 Movie Sequels ADVERTISING HYUNDAI I10 Do sequels of successful films Don’t Miss the Logo Play Your Script HOMESHOP18 indicate a state of creative Why are so many TVCs The brand invites customers Photo Op 44 bankruptcy? overflowing with logos? to write the script this time.

afaqs! Reporter, February 16-28, 2013 5 DAINIK BHASKAR 1(:6%8//(7,1 ,QGLD3ULGH$ZDUGV Sponsored by

he 4th Dainik Bhaskar two new categories namely, Social India Pride Awards were Change Agent and Impact Creator- Trecently held on January 28, Civil Servant. 2013 at Hotel Oberoi, New Delhi. The objective was to recognize M. Veerappa Moily, Minister of individuals from the society who Starbucks> US-based Starbucks Coffee Company and its Indian partner, Tata Coffee, recently inaugurated a roast- Petroleum and Natural Gas, who have contributed through distin- ing and packaging plant in Karnataka, that will cater to the was the Chief Guest for the awards guished, courageous work, resilience domestic, as well as select overseas markets. The plant ceremony, presented the awards to and determination, for the better- is located at Kushalnagar in Coorg. This facility is spread all the winners. The other promi- ment of the society, across various across 8,258 sq ft and has an installed production capac- nent personalities, who attended the fields. Now, in its latest edition, ity of 375 MT. The plant has three major sections - green occasion, were Jyoti Narain, execu- another innovation was added in coffee storage and handling, roasting and packing and tive director, Wital See Marketing, the form of a new category - Best dispatch. Tata Starbucks has opened its 7th outlet in the Kunwer Sachdev, MD and CEO, Creative for PSUs. country at Connaught Place in New Delhi. Su-Kam Power Systems, Ramesh Jaideep Dhagat, senior general Chandra Agarwal, chairman, Dainik manager and national head, Govt. Bhaskar Group and Girish Agarwal, Business, Dainik Bhaskar Group, TLC> TLC, the lifestyle channel, has partnered with Taste director, Dainik of Mumbai, to celebrate great taste with finest cuisines, Bhaskar Group. world class wines, live demos, food, drink and more. Taste A total of 28 awards of Mumbai is part of the Taste Festival, held across the were distributed, hon- MARKETING globe and will be held between February 22-24, at Marine ouring the winners Drive. TLC has launched an exciting contest based on world in various categories cuisine for its viewers, to promote the festival. including the Central and State PSUs, Social Change Agent, Impact The two wheeler brand, Vespa, from the stables of Creator-Civil Servant, Vespa> Piaggio Vehicles has erected an innovative installation at the Best Creative for PSUs, A total of 28 said “Dainik Bhaskar Mumbai’s Kala Ghoda Arts Festival 2013. It showcases the followed by the Life awards were Group is known for birth of Vespa in an artistic form and draws inspiration from Time Achievement innovations and with its origin – the wasp. It brings out the similarity in form, Award. The winners distributed, every installment of that the Vespa shares with the wasp, by an amalgamation of can be seen on www. honoring winners India Pride Awards, unique attributes such as downward sloping engine ~ curved dbindiaprideawards. in various a new innovation has abdomen of the wasp, steering rod ~ antennae and front com. been every year.” mudguard ~ head of the wasp. Dainik Bhaskar categories. He further added India Pride Awards that, the Dainik are held every year since 2009, to Bhaskar Group believes in diversi- Hungama Digital> acknowledge and honour the con- fication and aims to cover the entire Hungama’s strength in digital Hungama Digital tributions of PSUs, both Central nation through its flagship property, Media Entertainment and State-based, in their respective India Pride Awards, acknowledging entertainment has got into a JV with Gameshastra, to launch a gaming sectors. The awards, one of its kind, institutions and individuals for their meets company. This alliance brings to the table, Hungama’s are validated by a thorough jury distinguished services, from all sec- Gameshastra’s strengths in digital entertainment, mobile and online gaming process, supported by recommenda- tors and regions. and Gameshastra’s expertise in game development, to tions from the rating agency ICRA. Ramesh Chandra Agarwal, chair- expertise in deliver localized games, across platforms. Under the JV, The event, which started with the man, Dainik Bhaskar Group lauded localized games. Gameshastra will bring their exclusive IP across various participation of only Central PSUs the efforts of PSUs, for their con- genres like Bollywood, celebrities, sports and lifestyle, in in 2009, spread its scope to honour tribution to the Indian economy, console gaming and for the iOS and Android platforms. the work of state-owned PSUs, in its adding that both the Central and following year. State PSUs are doing a tremen- In the third year, a new dimen- dous job. Dainik Bhaskar Group was Firefox> Firefox has expanded its range sion was added in the form of launched in 1958. of bicycles in India, by introducing the Tern brand of portable bicycles. Three Tern QUOTE OF THE FORTNIGHT foldable cycles, namely, the Link C7, Joe C21 and the Joe D24 have been launched at Rs 28,670, Rs 30,770 and Rs 38,640, respectively. The user can fold the ‘‘You can’t do marketing pedals, undo the quick release on the seat position and swing from the corner office. Our the front wheel 180 degrees. Tern sells its folding cycles in country changes every 50 countries such as the US, China, Finland and UK. kilometres. It is essential to witness the change and Nokia Lumia> To promote Lumia 920, Nokia has share your consumer’s launched a massive campaign where volunteers, dressed as experiences. The open road members of the Lumia army, felicitated the retailers. These soldiers marched in to the stores and asked the retailers to is a better classroom.’’ become the commanders of the Lumia army and lead Lumia MAYANK PAREEK, MANAGING EXECUTIVE DIRECTOR, MARUTI, 920 in the market. The retailer was further adorned like an

SUSHIL KUMAR SPEAKING TO ET ABOUT THE LESSONS ON MARKETING. army commander with an army hat, medals and a sash.

6 afaqs! Reporter, February 16-28, 2013

ZEE TV/ATN 1(:6%8//(7,1 3DUWLQJ:D\V Sponsored by ee TV has ended its more growing importance of the South than a decade long content Asian diaspora in Canada cannot Zpartnership with the Asian be overstated. With the launch of Television Network (ATN) in Zee TV Canada, we are now in a Canada. position to address this significant Hathway/ Bhaskar Multinet> Bhaskar Multinet is now Zee’s agreement with ATN opportunity.” a fully-owned subsidiary of Hathway Cable and Datacom, ends on January, 31. Until now, In an official communiqué, after the Dainik Bhaskar Group recently sold its 49 per cent the Canadian broadcasting company, Slava Levin, co-founder and stake in the company, to Hathway. Hathway had owned a ATN distributed eight hours of Zee CEO of Ethnic Channels Group controlling stake in the company, which operates in parts of content on its network. Last year, says that the availability of Zee’s Madhya Pradesh, Chhattisgarh and Rajasthan, Zee removed its movie channel, programming repertoire will be an since 2008. The operations of the company will MEDIA Zee Cinema, from opportunity for the remain the same. this partnership; audience. the channel is now “As the largest available 24x7 in the distributor of Delhi Press is all set to launch a science and region. international TV in Delhi Press> technology magazine. Titled Periscope, it will be circulated Zee has now come Canada, the launch free of cost, along with The Caravan. The company claims together with Ethnic of Zee TV is a great that the title will have an initial print run of 45,000 copies and Channels Group addition to our group,” will have 80 plus pages. The bi-annual magazine will follow (ECG), a Canada- says Hari Srinivas, a narrative style of writing, similar to that of The Caravan. based television president, Ethnic Its target audience comprises the elite class, including trend broadcasting, Channels Group. setters, decision makers and opinion leaders. It will feature distribution and Interestingly, Zee science and technology stories from around the world. communications was the first Indian company, to launch The channel network to tie up the 24x7 channel, with ATN in 2001. Zee Canada. Though will have the Meanwhile, ATN ESS/Hero Hockey India League>ESPN STAR Sports, the prime time has also recently the official broadcaster of Hero Hockey India League, has same prime time announced a comprehensive line-up of global syndication programming on the announced the launch partners that are showcasing the tournament in more than channel will be the content as that of its high-definition 83 territories worldwide. The inaugural edition of the league same as that of Zee of Zee US, while feed. is being broadcast on STAR Sports and STAR Cricket, in Hindi US, the other slots the other slots In July 1998, and English respectively. Fox Sports from Australia, Sky will have Punjabi and will have Punjabi Zee TV expanded Sports from New Zealand and Ten Sports in Pakistan, SE Asia English content to its presence in the and MENA region are showcasing live coverage of HHIL. suit the demographics and English international space by of Canada. establishing itself in With this, the programming American households, network will now to suit the reaching more than Sambad>Odisha-based Eastern Media, publishers of offer six channels in demographics of two million viewers. Sambad newspaper, will organise a media and entertainment all, available round For the record, ECG conclave, to promote the industry in the eastern region of the the clock in Canada Canada. currently owns and country. Titled Media and Entertainment - National Conclave through ECG, operates 46 television 2013, the one day conclave will take place on February 22 at Mayfair Convention, Bhubaneswar. Some of the topics including ETC Punjabi, Zing, Zee channels. It also distributes various of discussion will include - ‘Expansion of FM Radio in Small Salaam, Zee Tamizh, Zee Cinema foreign services, acting as the official Cities’’, ‘How Does Print Media Tackle Low Readership among and Zee TV Canada from Feb 1. distributor on the broadcasters’ Current Generation’, ‘Media for the Next Decade is Social Zee TV Canada will depend on behalf. Media’, and ‘Today, brands are created to be sold’. both subscription and advertising for Meanwhile, after the removal of revenue. Zee TV from the bouquet, ATN Suresh Bala, CEO, Zee distributes about 35 television National Duniya > Hindi daily, National Duniya has America, says, “The impact and channels in nine languages. merged some of its supplements with the main issue, while others have been slimmed down. The newspaper’s Sunday The New Delhi magazine, which was a 48-page pullout, will no longer be QUOTE OF THE FORTNIGHT based Hindi in a magazine form, but will be a 4-page broadsheet, along daily undergoes with the main issue. Its other supplements, Young March ‘‘There are many authors who and Bachchon ki Duniya, will be merged and published every a change in Thursday in a tabloid form. Indradhanush and Humsafar want to come to the market packaging. but don’t have the opportunity supplements have been merged with the 16-page main issue. with traditional publishing houses. We get a lot of English GEC Genre> Most channels in the English manuscripts every month. GEC genre have grown significantly, during the transition So we know there’s a huge from analog to digital, in the metros. The genre has seen a growth of close to 0.04 percentage points, with a current writing community here.’’ genre share of 0.29 per cent (C&S 25+, All India 1mn+). ANDREW PHILLIPS, CEO AND PRESIDENT OF PENGUIN GROUP (INDIA) However, pre-DAS (Digitable Addressable System), the EXPLAINING THE LAUNCH OF PARTRIDGE SELF-PUBLISHING IN INDIA IN average genre share was 0.25 per cent (Week 33-43), which MINT. increased to 0.28 per cent, post-DAS.

8 afaqs! Reporter, February 16-28, 2013 IBNCJ.com

SALUTING THE ZEAL OF BRINGING ABOUT A CHANGE.

They bare the truth, expose inefficiency and highlight the social ills to bring about a positive change. The Citizen Journalist Awards is an initiative to honor these ‘Change Agents’ whose efforts are paving the way for a robust India.

Watch the Winners’ Specials (16th Feb - 3rd Mar, 2013) CNN-IBN: IBN7: IBN-Lokmat: Sat @ 9.30 PM Sun @ 5.30 PM Sun @ 6.30 PM

Presented by: Outdoor Partners: An IBN Network initiative ASCI 1(:6%8//(7,1 1R7DOO&ODLPV Sponsored by he Consumer Complaints Ka Sabse Shudh Pani”. Kent Water Council (CCC) of the Purifier’s last campaign was based on TAdvertising Standards the key proposition that Kent pro- Council of India (ASCI), has upheld vides “Duniya Ka Sabse Shudh Pani”. complaints against 11 out of 19 This has been consistently carried Adfest 2013> Five Indians from the advertising advertisements, in November, 2012, out in all its communication mate- fraternity have been invited to be part of the jury for spreading misleading information rial, since 2011. According to CCC, of AdFest 2013, to be held during March 17-19, at through ads. The advertisements Luminous was blatantly copying the Pattaya, in Thailand. These include Bobby Pawar, CEO and pertain to different domains, such as same proposition, in a gross viola- managing partner, JWT India; Santosh Padhi, chief creative health care, personal care and con- tion of Kent Water Purifier’s brand officer and co-founder, Taproot India; Manesh Swamy, sumer durables. property. associate creative director, Hungama Digital Media; Hozefa According to the ASCI, the upheld Bajaj Water Heater’s advertise- Alibhai, managing director, Gobsmack; and Rahul Mathew, ads were for brands such as Diwan ment claimed it as India’s No. 1 executive creative director, McCann. Chand Imaging & Research Centre, water heater. It claimed that the heat- Maruti Herbal, Emami, Amra ers come with powerful heating coil Remedies, Silvermaple Healthcare, that helps heat water 50 per cent fast- Gunn Report> McCann WorldGroup executive chairman CADD Centre er than any other water and CEO Prasoon Joshi, also a member of the Global Creative Training, Luminous heater. These claims Council, has become the first Indian to don the role of editor Water Technologies, were not substanti- for The Gunn Report. The annual report is a global index of Bajaj Electricals, ated with scientific creative excellence in advertising and compiles successful Havells India and evidence, comparative print, TV and digital ad campaigns of the year, by going Dainik Bhaskar Group. analysis data, and safety through important award contests across the globe, to set up worldwide league tables for ADVERTISING The advertise- data, along with appro- ment of Signal Cavity The upheld priate support data. the advertising industry. Fighter toothpaste was advertisements Dainik Bhaskar’s ad not directed to con- pertain to compared the Patrika sumers in India, and unfavourably on the Whirlpool Corporation> American home appliances hence, the complaint different basis of net paid cir- giant, Whirlpool, is currently scouting for a creative agency. against this advertise- domains such culation, in the city of The process is underway in Delhi. Currently, the creative ment was outside the Bhopal. However, the mandate is split between Draftfcb Ulka and Contract purview of ASCI. as health care, basis for the claim was Advertising. Lodestar Universal has been Whirlpool’s long Emami got into trou- personal care not shown in the adver- standing media agency. A few years ago, Ignitee Digital ble for asking in its ads, and consumer tisement. The ad was, Solutions was appointed to work on Whirlpool’s branding to take Himani Sona therefore, withheld by across online media, mobile, social media and e-commerce platforms. Chandi Chyawanprash durables. the CCC. every day, for a strong During the month body and razor sharp mind, claiming of November, the CCC also received ACCOUNT MOVEMENT that ‘Gold removes toxins to boost complaints against seven other >> immunity power’, ‘Silver activates advertisements, including Emami’s > Swedish defence and security solutions neurons to enhance memory and ‘Himani Fast Relief’, Ranbaxy provider, Saab Technologies, has appointed concentration’, ‘51 rare herbs protect Laboratories’ ‘Revital Capsules’, Crayons Advertising as its creative agency, from weather changes, pollution and Cure Spect’s ‘Eye Care’, L’Oreal in India. The multi-agency pitch began in June, general illness’. CCC ruled that the India’s ‘Inoa Hair colour’, Parle’s 2012. Crayons will handle all communication for advertiser should provide support- ‘Parle Londonderry’, Micromax’s Saab, except television; it will handle print, online advertising and events. According ing technical submission, details of ‘Ninja 3.5 and Ninja 4’, and Dabur to Saab, the agency was chosen because of its extensive experience, appreciation of tests/trials conducted, with compara- India’s ‘Dabur Chyawanprakash defence processes and safety and security concepts, in the creative ambit. Saab was tive data, in substantiation of these Sugar Free’. However, as these set up in 1937 and the first Saab aircraft took to air in 1940. claims. advertisements did not contravene Luminous’ TVC stated that ASCI’s codes or guidelines, the com- Livpure Water Purifier gives “Duniya plaints were not upheld. > Nissan has appointed TBWA as its global marketing agency, for brand Datsun, that is slated to return to the markets in 2014. The mandate QUOTE OF THE FORTNIGHT was awarded after a multi-agency pitch. TBWA will handle all the communications for Datsun, that will initially be launched in the markets ‘‘Something fundamental has of Russia, Indonesia and India. It will develop Datsun’s communications strategy, happened in advertising in the its global launch and local market activations. TBWA offices of Mumbai, Moscow and last six years, which is more Jakarta will handle the campaigns, in their home countries. than a trend; it’s a sea of change. Strategically accurate > Kerala based Black Swan India, has won the ads, but with a tendency to be creative duties of Media One, the upcoming Malayalam GEC, that is operated by Madhyamam Broadcasting. The boring, are finding it harder agency won the account after a multi-agency pitch and will to deliver commercially.’’ now be responsible for devising a 360 degree campaign, predominantly comprising print, outdoor and activations, covering Kerala as well DONALD GUNN, FOUNDER, THE GUNN REPORT, ON THE CHANGES IN COMMUNICATION, IN BRAND EQUITY. as other markets. Media One TV is headquartered at Kozhikode, Kerala with news bureaus in New Delhi, Dubai, Riyadh, Thiruvananthapuram, Kochi and Malappuram.

10 afaqs! Reporter, February 16-28, 2013

1(:6$'9(57,6,1* PEPSI Now or Never Pepsi demonstrates its ‘youthful irreverence’ through a new campaign that urges youngsters to seize the moment. By Ashwini Gangal

impatience theme was so blindingly true, that we just had to go for it. I feel no shame in picking up a youth emotion that has been atience was crowned as the mother of send the wrong message to today’s adolescents? picked up by other virtues, till it was overtaken by the era of Surjo Dutt, executive creative director, JWT brands before.” Pinstant gratification. Reflecting this very India (the creative agency that has crafted this sentiment, Pepsi has launched a new campaign campaign) defends, “Pepsi is not a guru; it’s a FROM ‘JUST DO that celebrates impatience, a characteristic feature mirror that reflects what the youth are feeling IT’ TO ‘DO IT of today’s youth. already. Impatience is already a virtue for them.” NOW’ SUSHIL KUMAR Titled ‘Oh Yes Abhi!’, the campaign encourages Dutt: seizing the moment ears back, Nike youngsters to seize the moment at hand. The EDGY IDEA? Ysaid ‘Just Do 90-second TVC brings actors Ranbir Kapoor he attempted larger-than-life creative It’. Today, Pepsi encourages youngsters to ‘Do and Priyanka Chopra and cricketer M S Dhoni Texecution is being appreciated. According to It Now’. Does this insight work for the cola together, for the very first time. The film captures Dheeraj Sinha, chief strategy officer, Grey, South giant? For Ashish Khazanchi, NCD and vice- them in their respective moments of impatience, and Southeast Asia, the ad is well-shot and utilises chairperson, Publicis Ambience, the ad is like a while the new anthem plays in the background. the three celebrities in a casual and seamless frothy, impulsive, bubbly rendition of the ‘Just Do The brand’s ATL efforts will be supported by manner. “There is certainly a trademark Pepsi It’ concept. “It’s a bit like going back to the good ol’ radio, digital, on-ground and outdoor initiatives. energy to the idea and the spot,” he says. days of energetic, frothy goodness,” he observes. Deepika Warrier, vice-president, marketing, Experts are, however, quick to notice that As a lay consumer, Khazanchi loves the ad, but beverages, PepsiCo India, explains that with ‘Oh the insight is not entirely new. Sinha critiques, the creative professional in him finds a loophole or Yes Abhi!’ the brand wanted to convey the message- “Impatience is a universal youth trait, irrespective two. “While this ad has got its moments, it’s an ‘all ‘Live for the present as tomorrow is too late’. of generation or culture. That gives the ad a ‘seen execution, all moods, all faces’ kind of approach,” While the insight is meant to reflect the spirit before’ feel.” The ad particularly reminds Sinha of says Khazanchi, pointing out that the characters of today’s youth, the ad almost condones -- Airtel’s campaign for its broadband service, which are not doing anything ‘elevating’ or ‘redeeming’ if not advocates - impatience. While avoiding said ‘Impatience is the new life’. as human interest ads with deeper storylines procrastination and vowing to ‘do it now’ is a JWT’s Dutt fields, “Well, contexts change typically do. „ positive suggestion, could glorifying impatience but some youth realities never do. The whole [email protected]

,17(59,(: INTERVIEW Impatience is the Key to Success

In the light of Rana Barua’s appointment as the new COO of Contract Advertising, afaqs! Reporter spoke to him and Colvyn Harris, South Asia CEO of JWT, which also owns Contract. By Ashwini Gangal

ana Barua, Contract’s recently Rana, your move from Law and appointed COO, promises Kenneth after just six months of Rto press down hard on the joining, is deemed premature by accelerator and inject some speed into many... Do you think you made the operations at the agency. Though the right decision? Barua, unlike Contract’s previous Barua: I don’t see it as a premature head Umesh Shrikhande, will report move at all. You need to weigh to Colvyn Harris, chief executive your opportunities and consider the officer, JWT South Asia, the two credentials. Had it been any other agencies will continue to operate organisation, I’d have thought about independently, assures Harris. In it in a more intense and practical way, a quick chat at the agency, afaqs! but I found this opportunity big and Reporter spoke to the duo about this my mandate, large. It wasn’t a hard and more. Excerpts: decision to make.

Colvyn, what made Rana the right You spent half a dozen years in choice as Umesh Shrikhande’s radio, first with Radio City and replacement? then with Red FM. How will that Harris: The JWT group of help in your new role? companies has assets like Hungama Barua: The biggest similarity between Digital Services, Encompass and the agency business and radio is that Design Sutra, that should be brought both are about understanding people. to bear on clients. We were looking Any media brand, is always about at dimensional skills and dimensional talking to people and understanding capability differences. Rana, who them. When you’re with a media brings an outside perspective, will put brand, you visit many markets and the client at the centre and see how work with the local people. That’s the skills and capabilities within the one learning I bring in. JWT group can be applied. Had we Also, in media, you are the recruited somebody from the agency medium and apart from that space, we’d be back to a cookie-cutter particular medium you don’t look at approach. There’d be no real solution other media. It’s about day-on-day because we’d just end up doing more engagement with your listener (for of the same. radio) or your viewer (for television). Barua (L) and Harris Also, while agency people This will come in handy now. When understand consumers, Rana brings FOTOCORP clients juxtapose a lot of solutions, I’ll the dimension of knowing different be able to streamline their thinking consumer markets well. We wanted “Contract will have more speed, agility and and explain how each medium works new skills, new capabilities, deep drive. I promise you speed because that’s the differently. Since I’ve worked outside understanding of different markets the industry for several years, I’ll be and a new drive. He was fit for this world I come from.” able to bring in some insights into role. how clients approach the business.

Contract, the most successful What changes will you bring to second agency, has historically dissociated to buy the best solution in the market and the the agency? itself from JWT, to develop its own identity. JWT standpoint is different from Contract’s. It’s Barua: While its DNA will remain the same, Competing with JWT at the pitch level gave not about us. It’s not that we can just transfer Contract will have more speed, agility and drive. it teeth. With Rana now reporting to you, knowledge; it doesn’t work like that. The destiny I promise you speed because that’s the world will the proverbial chasm between the two of Contract is in the hands of its people. I come from. In radio, you never wait for the agencies shrink? Since Contract and JWT are both part of next morning; you can go on air in the next five Harris: Everyone at Contract is his own the WPP Group, there are certain similar ways minutes. Everything happens overnight. Over the independent master and decision maker. And, of approaching businesses and certain ways of last six years, I have been asking, “Why are we JWT and Contract will continue to compete. The behaving. These basic conducts and guidelines waiting?” So that’s probably one thing I’ll have to independence between the two will be maintained have been imbibed by all of us, but for the rest of become patient about. completely; that will never change. the part, you’re on your own and if you can make Harris (to Barua): Stay impatient. „ And it’s really about the client who is looking it bigger than some other agency, then perfect. [email protected]

14 afaqs! Reporter, February 16-28, 2013

1(:6$'9(57,6,1* ADVERTISING Don’t Miss the Logo What explains the logo at communication. The ads have shed their desi feel and sport a glossy, premium the screen corner? hard-to-miss global look. By Ashwini Gangal To ease consumers into the change, Micromax shot two versions of its film raditionally, brand logos have for its recently launched smartphone made a quick, yet assertive, Canvas - one with the Micromax logo Tappearance at the end of a film, present at the bottom left corner and one in what experts describe as an ‘act of without. “We ran the one with the logo authorship’. Of late, however, more and for two months, till the TG (target group) more brands have started inserting their became comfortable with this new avatar logos all through their ad films. Why? of Micromax,” explains Shubhodip Pal, Recent examples include KFC, chief marketing officer, Micromax. Renault, IFFCO-TOKIO, iBall, Wella Lastly, a perpetual battle in the ad film Kolestint, Lux and Olay, to name a few. production space has been centred on Others like Parle G have been inserting how much airtime ought to be allotted not just the logo but also the pack/ to the main ad vis-à-vis the product product shot all through the ad films. window, pack shots and the logo. Clients Websites like Jabong.com and Olx.in favour pack shots, while agency folk have begun inserting their respective struggle to defend their scripts. There’s website URLs all through their TVCs. no denying that airing the logo through These brand logos typically appear in the film may spell ceasefire on this front. a corner of the frame. Some ads include not one but two logos because the ad is a promotion of a combination offer on the HIGHER ORDER BENEFITS part of two brands. Take, for instance, hile at some level, the trend is the Samsung commercial for its Galaxy Wsymptomatic of marketers’ FOTOCROP FOTOCROP L-R: Ghai, Pal, Bijoor, Shah, Dingra and Dhyani

Y Duos Lite smartphone. The ad had the Samsung desperation to maximise on-screen time and grab logo hanging at the top left corner and the Reliance The presence of the logo as many eyeballs as possible, this trend also marks a logo seated at the bottom left corner of the screen. milestone in the evolution and use of brand logos. The offer being promoted was the ‘Blue Dot smart helps consumers connect As Harish Bijoor, CEO, Harish Bijoor Consults deal’ through which users could avail 6 GB of free puts it, this marks the coming out of the logo data on the phone with Reliance 3G. the story with the brand. from the corporate closet. “Logos are ‘recognition At first glance, this exercise comes across as an objects’ that cut across every language and format attempt on the part of brands to maximise those powder Jinjola, carries the logo of its better known barrier. Their ‘trust mark orientation’ is finally few seconds of TV time, every time the ad appears. parent company, Vini Cosmetics. The lesser coming out,” he explains. And, the dual branding seems like an almost known brand piggybacks on the parent with According to Mayank Shah, group product justifiable fight for territory. minimal effort. “This umbrella branding structure manager, Parle Products, the omnipresence of is merely a corporate exercise to make the brand the logo in an ad film ensures that consumers BASIC BENEFITS bouquet of a company, resonate with the parent - notorious for their ever-shrinking attention he presence of the logo or pack shot through brand,” explains ad film director and head, Asylum spans - don’t miss out on registering the name Tthe film, serves several purposes. For one, it Films, Razneesh Ghai (Razy). This is probably of the brand concerned. “Consumers decipher benefits viewers who tune in mid-ad. On a related why the HUL logo appears at the end of an ad communication at two levels - emotional, where note, the presence of the logo may also help if for TRESemmé, a shampoo brand that one might they relate to the story, and rational, where they the ad film is an unusually long one, as it helps otherwise not associate with HUL. connect with the brand name. Most consumers preserve consumer attention; almost like placating Image management is another objective. For recall the story but forget the brand,” he explains. the consumer to have patience, stick on and see the a brand that is trying hard to change the way The continued presence of the logo acts like a ad through, despite its length. consumers perceive it, the logo in the corner bridge and helps the consumer connect the story, A second purpose is to establish an association can help reiterate its efforts. Take Micromax. to the name of the brand. between the brand being advertised and the parent The handset brand recently invested in an image company. For example, the film for prickly heat makeover that is reflected in its current spate of FRQWLQXHGRQSDJH>>

16 afaqs! Reporter, February 16-28, 2013

1(:6$'9(57,6,1* HYUNDAI I10 Play Your Script In its latest campaign, the brand invites customers to write an ad script and get an opportunity to act with Shah Rukh Khan. By Rashmi Menon

outh Korean car maker Hyundai Motors India has launched a campiagn that uses a contest Sto connect with customers. The multimedia campaign, which promotes its i10 model, is titled ‘writeuri10story’ and cleverly uses its brand ambassador, actor Shahrukh Khan, to grab eyeballs. Conceptualised by Innocean Worldwide India, the television commercial (TVC) shows a behind- the-scene setting, where Khan is getting ready for an i10 ad shoot. When the actor asks for the script and his dialogues, the nervous director suggests that he talk about the features of the i10 model offhand. A visibly irritated Khan then addresses the camera directly and invites the audience to send in their i10 ad script. And, welcomes script ideas not only from he promises that the best script i10 owners, but also potential buyers. will not only be converted to the The winner will be picked by the brand’s next TVC, but its writer brand’s agency, after evaluating will also get the opportunity to act the scripts. In addition to this, 20 in it, along with him. people will be chosen as weekly lucky Besides television, a website has winners, and receive MP3 players. been created around the campaign, Nalin Kapoor, group head, which features Khan urging people marketing, Hyundai Motors India, to participate in the contest. The says, that the campaign focuses on campaign has been extended to Hyundai i10, since it’s the most print in major English, Hindi and popular model of the brand in its regional dailies, outdoor and is entire range. also visible in dealership and sales “The customers have shown touch points. trust in i10 over the years. So we Participants can send in their have created a campaign to amplify, scripts in a wide array of formats communicate and appreciate that - video, audio, upload text in trust. The campaign is targeted to needed to communicate its credo of ‘modern- the website, by post or over the build stronger association of the i10 premium’. So, we developed the campaign phone (by giving a missed call on brand, with its target group,” he says. with the insight that consumers today welcome the given number, after which Vivek Srivastava, joint managing brands that invite their active involvement, Hyundai will call back). director, Innocean Worldwide India, more so, when the gratification is an acting The campaign is aimed at men reveals that Hyundai wanted the stint with Khan,” he says. in the age group of 25-44 years in agency to energise the target audience According to Hyundai, 9,000 units of the SEC A, B and C. and engage them meaningfully with i10 model are sold every month. „ The contest, open for a month, Kapoor (top) and Srivastava the Hyundai i10. “The campaign also [email protected]

<< FRQWLQXHGIURPSDJH people skip online ads). But what if throughout is like rubbing in the “That’s a spoiler too, but I prefer it to one sees the logo in the corner and the fact that it is a commercial message. having the logo present all through,” brand being advertised is of interest? “People will look at it as an ad and not he opines. Don’t miss... “You may just let the film play out. as content copy,” cautions Dingra. Vipin Dhyani, founder and chief And, even if one doesn’t watch the Moreover, the logo may act as creative director, Thoughtshop DIGITAL BENEFITS entire ad, at least he’s caught the logo a spoiler and ruin a good script Advertising & Film Productions, n today’s digital era where for a few seconds; that still counts,” that would otherwise have grabbed reasons, “If the commercial is Iadvertisers are keen to maximise reasons Rajiv Dingra, founder and viewers’ attention early on, piqued imagery-led, it’s alright if the logo brand visibility online, the logo CEO, WATConsult. their curiosity along the way and had runs through the film. But if the in their films is akin to generating them guessing the brand towards commercial is story- or joke-led, the earned media on this platform. THE DOWNSIDE the end. It’s a bit like revealing the logo may ruin the punch.” Also, nowadays, the likelihood of a ne obvious downside is visual final punch before starting to tell a Stamping one’s logo continuously screenshot of the ad being captured Oclutter. First, there’s the channel good joke. “If you have a really good to remind people that, “this is my and shared online is high. If the logo logo, then the brand logo, and if it’s script, you’ve given it away right at ad!”, is testament to the level of is present in every frame, it’ll surely a news channel there’s probably a the beginning by revealing the brand creative cloning that currently appear in every screenshot taken. ticker moving across the screen. logo,” sighs Razy, recalling Intel’s plagues the communication market. Moreover, at the digital level, Secondly, an ad has to engage commercials that often run a quick It remains to be seen how long this consumer patience is deemed to be viewers and make them forget that it two to five-second logo window, trend continues. „ at its lowest (more often than not, is an interruption. Putting the logo right at the beginning of its ads. [email protected]

18 afaqs! Reporter, February 16-28, 2013 No. YET AGAIN Hindustan Times is Delhi’s number one newspaper 11 times in a row

21.99 lakh daily readership (AIR) in Delhi-NCR Readership in NCR 25% more than the nearest competitor 2.15 lakh more SEC A readers than the nearest competitor in Delhi-NCR alone 14.88 lakh readers who choose Hindustan Times daily as their only English newspaper in Delhi-NCR

(SOURCE: IRS Q3-2012; AIR, DELHI, DELHI-NCR)

1(:6$'9(57,6,1* KIT KAT OBITUARY Fabian Gonsalves Baby Break An advertising veteran of 25 years, Nestle Kit Kat’s new TVC reinforces the brand’s ongoing Gonsalves spent the past two decades campaign of taking a break, through a baby pop concert, which at R K Swamy BBDO, as a client was launched first on the online medium. By Rashmi Menon servicing professional. News Bureau

abian Gonsalves, 50, partner, R K Swamy BBDO (Mumbai), is no more. He passed away Fon January 25, after a sudden illness. He is survived by his wife and two children. A client servicing professional, Gonsalves joined R K Swamy BBDO in 1991 and went on to spend over two decades at the agency. His professional ‘sweet spot’, as his colleagues put it, was banks and financial institutions; he handled accounts such as SBI, Union Bank, SIDBI, SEBI, NABARD, Dena Bank, RBI and IndusInd. Speaking fondly of Gonsalves, Shekar Swamy, group chief executive officer, R K Swamy Hansa, said in a note that was circulated within the agency, “Never one to whine, he handled many complex and detailed projects for these (aforementioned) clients. t a time when youth- to create something new He did the work with extreme calm, a ready smile targeted brands sell speed and different this time. In and a funny quip at all times. We will miss a good Aand instant gratification, a brainstorming session, friend, ever willing to help at any time, and a true Nestle’s Kit Kat has consistently the idea of babies doing ‘R K Swamy-ite’. Fabian was R K Swamy and R K asked youngsters to slow down an impromptu pop concert Swamy was Fabian. I will miss him.” and enjoy a break. In its latest emerged. “Babies are cute Gonsalves started out at R K Swamy BBDO, TVC, under the ‘Have a break, Have and liked universally. So, with FinHans, the group’s arm that handled public a Kit Kat’ campaign, the brand we decided to do a spin on issues, where he spearheaded many IPOs. finds music in babies’ cooing and this with a dance. While babbling. Two earlier creatives for youth are into concerts, we the campaign featured animated thought of making babies squirrels and birds dancing to do that. It was a marriage popular Bollywood tunes. of opposites,” he states. The latest TVC opens with Making babies listen to FOTOCORP a teacher leading a bunch of Pawar: taking a new break adult instruction could not students in lab coats. One of the have been easy, what with students takes a break and comes across a day their short attention spans. Concurring, Pawar centre that has infants playing with toys. As reveals that to gather sufficient footage for the he opens a Kit Kat, one of the babies suddenly TVC, they had to shoot for two whole days. breaks into a musical gurgle, with others “We had to keep shooting them, as they would joining in and breaking into a jig. Astonished get distracted. But every now and then, they by the performance, the youngster tries to call did something magical,” he recalls. his friends, but is too enthralled. Finally, when The TVC was directed by Shyam Madiraju he finishes the Kit Kat pack, the performance of Gobsmack. The sound track was recorded also comes to a halt. A voiceover then says by Mikey McCleary, chosen for being ‘Kabhi Kabhi break lo. Kit Kat Khao. Jane agla pal experimental, and the animated dance moves kya le aye.’ by the babies were created by Belgrade-based Conceptualised by JWT India, the Crater Film Studios. campaign was launched online before it made an appearance on TV. The agency wanted PERFECTLY TUNED? people to discover and create a buzz about the ima Namchu, ECD, Cheil Worldwide Fondly recalling how good Gonsalves was at main- video, before putting it on the wider medium Nbelieves that because singing, dancing and taining client relationships, Sangeetha Narasimhan, and it certainly seems to have done the trick. talking babies have already been done before, president (West) and ECD, R K Swamy BBDO, According to the agency, the video received a any new film with the same ingredients needs says, “Fabian was very soft spoken. He had a British million hits on Facebook to be fresh and entertaining, which he found gentlemanly way about him. I don’t know anyone and YouTube, within 72 lacking in this commercial. Jaideep Mahajan, who ever got angry or upset with him.” hours. ECD, Pickle Lintas feels that while funny baby Clients remember Gonsalves for his profes- Speaking about the videos are a huge hit on social media, this TVC sionalism, innovative thinking and helpful nature. insight behind the TVC, lacks finesse. “The babies look unreal,” he says. Balakrishnan Mahadevan, COO, National Payments Bobby Pawar, chief He adds that the brand needs a fresh Corporation of India (NPCI) says, “Fabian was a creative officer, JWT rendition, as taking a break doesn’t translate to fine, focused professional, always willing to listen. India says that while dancing only. In fact, the brand has some great He was very open, always willing to experiment. He the brand has used renditions on the same idea internationally, had in abundance the very qualities that are fast dis- Bollywood songs in like the Kit Kat cranes, he points out. „ appearing in today’s management boards.” „ the past, the idea was [email protected] [email protected]

22 afaqs! Reporter, February 16-28, 2013

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

MCDONALD’S SKODA RAPID ICICI LOMBARD The current ad promotes the spicy, masala feature of its The new ad campaign captures interesting imagery The TVC is filmed in a college hostel and effectively captures McSpicy burgers. The fast food chain has been, in recent with strong messaging. These moments are ordinary to the company’s focus on abiding by its promise of settling times, focusing on its low price angle. every individual who has experienced it at some point of insurance claims in the shortest possible time. The visual their life. This is how SKODA Rapid creates an emotional story line is supported by the audio ‘‘Vaade wahi mayne connect with its owner. rakhte hain jo nibhaye jaaye’’. Agency: Leo Burnett Creative Agency: BBH India Creative Agency: Cartwheel Creative ECD: Kapil Sawant Creative Director: Puneet Kapoor Creative Head: Ramki (Ramakrishna) Production House: Chrome Pictures Director (of the film): Pushpendra Mishra Production House: Lensflare films Director: Hemant Bhandari Production House: Flying Saucer Director: Vijay Maurya PRINT CADBURY BENNETT Bournvita Lil’ COLEMAN Champs, the nutritional & CO. The Times of India Chocolaty drink launched quarter- for 2-5 year page ads to shame olds, launched people who objectify its latest TVC women, calling featuring Kajol them ‘second-class and extended human beings’. this to print. Titled ‘Respect The campaign a Woman’, the captures how, creative showcases in today’s times, some popular AIRCEL mothers have Bollywood terms To promote its new tariff plan, ‘One Nation, One Rate’, to keep up with that are used as Aircel released an ad titled ‘National Permit’. The plan their child’s adjectives to denote offers one rate for Voice calls, SMS and data, in home curious minds and find innovative ways and means to a woman. circle as well as while roaming on Aircel network. satisfy their questioning nature. Creative Agency: Ogilvy India Creative Agency: In-house Creative Agency: McCann Erickson, India OOH DIGITAL MTS Telecom brand MTS has placed a huge dongle in Pune city to attract eyeballs from the denizens of the city. The dongle has been placed in a high IDEA traffic zone to Telecom giant Idea Cellular has initiated a bus and gain maximum water tanker branding activity, in more than 80 towns of attention from TITAN INDUSTRIES LTD Karnataka. With this campaign, it aims to target the rural people passing by. Titan launched a Watchaholic Game on digital to promote areas of the state. the sale season of its Helios brand. The creative housed a game where, the user was asked to catch as many falling watches possible, with a virtual glass, thus highlighting Agency: Platinum Outdoors Agency: Kinetic the essence of the sale. City: Karnataka City: Pune Agency: In-house

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

24 afaqs! Reporter, February 16-28, 2013 LIFEBUOY Food For Thought Lifebuoy came up with an innovative campaign at the Kumbh Mela, where it distributed chapatis with a message. Devesh Gupta

he Purna Kumbh gets lakhs of visitors and is a tempting Topportunity for brand promotions. Lifebuoy, the soap brand from Hindustan Unilever, has tied up with local eateries here, to give out chapatis that are marked with the message, ‘Did you wash your hands with Lifebuoy?’ The campaign, designed by OgilvyAction India, delivers the message through the medium of chapatis, using a heating stamp to mark the words onto the chapati

About 100 soap, especially before having food, promoters have been since this is a simple but effective placed in the kitchens action to help prevent transmission of these eateries who of germs and diseases. stamp the message The campaign began on January, on to the chapatis. 31 and will be on for a month. The brand plans to Samir Gupte, president, send out 2.5 million OgilvyAction, says, “We are catering fresh chapatis with to all kinds of audiences in the the message. The cost Kumbh, be it the ones who come of stamping a chapati and go, or those who stay there for works out to much the entire period of the Kumbh.” Salvi and Gupte: using an edible medium lesser than a rupee. To complete the loop after the Vipul Salvi, national message is served, the brand has and serve it with the orders placed creative director, OgilvyAction, placed several posters and hoardings for food. says, “Chapati forms the staple across Allahabad. The brand has tied up with food, so it was an ideal medium for FMCG brand Hindustan more than 100 local dhabas and us to reach people through it. Also, Unilever has a heritage of over 75 restaurants. For every order, the we had to make people aware of the years in India. It has more than first chapati served carries the importance of washing their hands 35 brands spanning 20 distinct branded message and makes an before beginning to eat.” categories such as soaps, detergents, instant connection. It has also Sudhir Sitapati, general manager, shampoos, skin care, toothpastes, placed the soap in the wash rooms skin cleansing, Hindustan Unilever, deodorants, cosmetics, tea, coffee, of all these eateries. says, “The brief to OgilvyAction packaged foods, ice cream, and After several months of research, was to leverage the scale of Kumbh water purifiers. Ogilvy developed its own heating Mela and drive awareness regarding OgilvyAction, the brand stamp, that puts the impression on the cause of hand washing, in a activation network of Ogilvy & the chapati, after it is completely clutter-breaking and relevant Mather, delivers services including baked. To ensure that the chapati manner.” experiential marketing, shopper is completely edible, there is no ink He adds that the key objective marketing, trade marketing and involved; the message is marked was to spread awareness about the promotional services. „ with a slight heating of the stamp. importance of hand washing with [email protected]

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

TIFFIN BOX

Three children’s channels were launched in quick succession in just two months last year. More are in the offing. What gives? By Raushni Bhagia

f all the advantages that digitisation WATCH OUT! promised to bring, a level playing field was probably the most attractive one. (Viewership profile for children’s channels, % share) For children’s channels, both in BY AGE BY SEC BY GENDER Othe fray and those waiting to join in, this was  one big opportunity - there are over 330 million  kids (ages 4-14) in India, increasing at the rate    of 8 million per year - to be tapped. Thus were  born channels with focussed targets (Nick Jr and    Disney Jr for preschool kids, Sonic and Disney  XD for boys between ages 4 and 14 or Zee Q with its academics-related shows, targeted at the 10-16-year-olds). Though the ad revenue for children’s channels 4-14 yrs 25-34 yrs SEC A SEC C Male 4+ yrs is not proportionate to viewership, the genre is 15-24 yrs 35+ yrs SEC B SEC D/E Female 4+ yrs breathing fresh air. Viewership share went up from 6.23 per cent, in 2011 to 7.03 per cent, in Source: TAM Media Research; Market: Cable & Satellite Homes, All India; Period: Wk 39 to 43, 2012 2012, despite the shutting down of an important player like CBeebies (from BBC). REWIND SHAKTIMAAN OR SUPERMAN? Apart from making it a level playing field (in an fter the launch of Cartoon Network from en years ago, it was all about Tom and Jerry analogue environment, the distribution capacity ATurner International (with international Tor Charlie Chaplin. Today, the Indian kid was restricted and segmented with a prime band, content) in 1995, it took four years for the next wants to associate with the characters that she is a hyper band and an S band, where the operator player, Nick, to enter the game. Once these two watching. The industry believes that for content decided the placement of a channel), digitisation gained substantial momentum, five more channels to be engaging and appealing, it has to be relevant will help balance advertising and subscription saw the light of day in 2005, namely Hungama and the relevance only grows if the character looks revenues. Ad rates for kids’ channels are low (UTV’s property, then), Pogo (Turner’s second familiar, talks in a language they are speaking and and there isn’t substantial contribution from venture), Disney Channel and Disney XD (then is in an environment that the child can relate to. subscriptions either. That will change. Thirdly, Toon Disney) and Animax (Sony Entertainment - Children’s content can be broken up into since markets will be segregated and viewership now an English GEC). two broad categories - animation and live action. ratings will define market boundaries more clearly, There were channels coming up in the regional Animated content makes it more global and is the channels will know where to go and why. markets while regional feeds were being launched more popular with children. Explains Krishna The national kids’ TV market has expanded by the oldies. Desai, director, content, South Asia, Turner from an eight-channel bouquet to a 11-channel Initially, the content and the production was International India, “While kids love Chhota Bheem one. Four new entrants, Zee Q, Disney Jr, Nick Jr imported, since the industry was battling with and Ben 10 equally (both speak Hindi, of course), and Discovery Kids jumped into the fray in quick issues like sustenance and revenues. Today, local Chhota Bheem looks Indian and Ben 10 doesn’t. But succession, while CBeebies dropped out. content is pulling its weight too. that’s the USP of animation, it can cross borders.”

28 afaqs! Reporter, February 16-28, 2013 &29(56725<

Having said that, and realising the necessity of Indian content, nobody would want to replace international content completely. Some like Oggy and the Cockroaches, Loony Toons, Power Rangers, Pokemon and Doraemon have been bread earners for channels for years. The rat race has forced channels to spend crazy amounts for animation content, despite it being about three times more expensive than live action. Suresh Shah, vice president, investment, Percept Media, says, “Such is the power of animation and kids, that even a strong GEC like Colors started '(9,.$35$%+8 5$-((9%$.6+, Suraj - The Rising Star, which is an animated cricket ',61(<-5 ',6&29(5<.,'6 based show, in the Sunday morning slot. A similar ‘‘Engage kids but involve families’’ ‘‘Get in more regionalised feeds’’ kind of gully cricket-focused show, Howzzatt on Discovery Kids, is also pulling audiences.” Some observers feel that more than Indianising content, storytelling is the important part. Though popular live action shows like Best Of Luck Nikki (Disney), Sunaina (Pogo), or Hero (Hungama TV) are making their mark, Rajeev Bakshi, vice president, marketing, Discovery Kids feels that language and availability of various regionalised feeds is needed. Global live action shows like Power Rangers (Nick), Pair of Kings (Disney XD) and Are You Afraid of the Dark (Sonic), seem to be way ahead in the popularity stakes. It is estimated that live action’s contribution 1,1$(/$9,$-$,385,$ $3$51$%+26/( 1,&.-5 =((4 to the mix of children’s content, will not be more ‘‘Animation takes away stress’’ ‘‘Syllabus-oriented entertainment’’ than 15 per cent at present. Nina Elavia Jaipuria, executive vice president, and business head, kids the studios (thus sharing the telecast rights too). REALITY IS NOT A REALITY FOR KIDS cluster, Viacom 18 (the parent company of Nick) On an average, for a single episode of the show, hile most of the GECs enjoy spikes in explains the psyche of the kids vis-a-vis animation. the channel has to shell out about `10-15 lakh. Wviewership because they have had kids in “Kids, today, are going through a lot of stress, from Another hassle with animation is that a pipeline reality shows, it is not so in the children’s arena. parental and peer pressure to homework and even has to be built and growing this library takes long. One reason is that, enough of it is available on hobby classes for that matter. Animation takes a The number of episodes that can be produced in a other genres. Plus, producing a sleek reality show kid to another world of fantasy and imagination, year depends on the studio and its capacity. Some with glitzy sets, that can attract audiences, comes which is relaxing and recreational. They don’t can deliver 26 episodes a year, while others up to at a huge cost and is something children’s channels mind watching it again and again.” 50 episodes. cannot dream of spending on. Moreover, they The repeat value of animation is higher than On an average, a channel telecasts one original cannot charge advertisers too much to cover costs. that of live action content. Animation costs for animated show a day and repeats it over various For example, a GEC airing a reality show can local productions depend largely on the complexity time bands. For the record, it needs 2-3 years for charge 10-15 times more than a kids channel. of animation and the special effects involved. a channel to build a stable library for any new The audience too matters. Children don’t care Channels mostly co-produce these shows with animated local production. much about watching other children compete on

THE PLAYGROUND (A bird’s eye view of the children’s channels in the fray)

Launch Date May, 1995 April, 1999 January, 2004 December, 2004 2004, (sold to December, 2011 2009 July, 2012 November, 2012 December, 2012 December, 2012 Disney in 2006) Target Group 4-14, boys and 4-14, boys and 4-14, boys and 4 -14, including 4-14, with 4-14, boys 6-14, boys 4-14, boys and 4-14, girls and Preschoolers 2-7 and their girls girls girls families families girls boys (2-6) and young guardians mothers Positioning It's a Fun Thing! Fun Unlimited The best kids Kids-led family Entertainment Thrill. Guts. Grill Highlighting the Ignite kids’ India's first The Smart Place Stimulating The Best Place destination for exclusive as the child kid’s quest. imagination edutainment to Play imagination for Cartoons! imaginative fun! channel sees it channel Genre Funny Comedy and Comedy, action, Family Comedy and Action and Action, adven- Adventure, Edutainment Pre-school Learning humour adventure, humour adventure ture and sports mythology, edutainment focused movies, DIY nature, history entertainment shows, game and science shows, awards Geography DAS Phase 1, HSM+ South+ DAS Phase 1, DAS Phase 1 DAS Phase 1 Phase-1 Metros, DAS Phase 1 DAS Phase 1 HSM, Phase-1 Metros, DAS Phase 1 All 38 Phase 2 LC1 All 38 Phase 2 (Delhi, Mumbai, (Delhi, Mumbai, Phase 2 and 38 (Delhi, Mumbai, (Delhi, Mumbai, Digitisation Phase 2 and 38 (Delhi, Mumbai, cities, Phase 3 cities, Phase 3 Kolkata), All 38 Kolkata), All 38 Cities Kolkata), All 38 Kolkata), Phase-1 metros Cities Kolkata) and cities and tier 4 cities and tier 4 Phase 2 cities, Phase 2 cities, Phase 2 cities, Most cities of and 38 Cities of some cities in markets markets Phase 3 cities Phase 3 cities Phase 3 cities Phase 2 phase 2 DAS Phase 2 Language English, Hindi, English, Hindi, English, Hindi, English, Hindi, English, Hindi, English, Hindi, English, Hindi, Hindi, English Hinglish (Hindi English, Hindi English, Hindi Tamil and Tamil and Tamil and Tamil and Tamil and Marathi and Tamil and and Tamil + English) Telugu Telugu Telugu Telugu Telugu Bengali Telugu Average 92.9 94.4 135.0 117.4 83.2 22.1 52.1 NA NA NA NA GRPs (2012) DAS: Digital Addressability System

afaqs! Reporter, February 16-28, 2013 29 &29(56725< screen. In GECs, many adults like watching reality BUY, BUY though strategising this kind of shows with children in them. However, non- t must be noted that the kids’ POPULAR content is a little tricky. While the (Top 10 advertisers) fiction is accepted. MAD, an art show on Pogo, Imarket is worth close to `20,000 parents don’t want kids to watch Disney Q, a quiz show on Disney and Nick Amazing crore (buying capacity) which Cadbury this content during their study time Kids Awards on Nick, are popular. includes the FMCG brands ITC (since it is not related to academics), A recent addition to the content mix on mainly, toys and stationery, Reckitt Benckiser kids don’t want any preachy stuff children’s channels - apart from live action and amongst few other products. HUL during recreation time. But channels animation - is locally produced movies. Films are Advertisers are also aware of the Perfetti Van Melle are not ignoring it. a big draw and many channels are producing their fact that the kids (read 8+ year Zee Q, for example, is working Kelloggs own films. Earlier, channels would source movies olds) are influencers even for with the CBSE and ICSE boards to from Bollywood or Hollywood. the bigger buys in the families. Nestle create content that is academically According to Bikram Duggal, GlaxoSmithKline oriented and entertaining. Aparna WHO IS MY TARGET? director, marketing, Disney, Britannia Bhosle, programming head, Zee he media planners, buyers and owners business through merchandising Colgate Q says, that besides the regular Tinterviewed, agree that digitisation has given a and other on-ground activities is animation, which the older children good opportunity to the players - big or small, niche experiencing double-digit growth. in the 10-14-year-old category will or non-niche. Age bands are getting more specific Though the genre that garners close to 7 per enjoy, the main focus of the channel is to produce for children’s channels. While TAM divides the cent of total viewership gets only 3 per cent (`300 content locally. “We have four locally produced genre into 4-9 and 10-14 year olds, channels are crore - of which nearly 30 per cent comes from shows, keeping the national syllabus in mind,” she segregating it further into 2-6, 7-9 and 10+ with non-kids brands) of the ad revenue pie, revenues adds. So how easy is it to stay in this market? specific content being scheduled through the grew by 10-15 per cent annually, till 2011. Last day, accordingly. Though there are two dedicated year, that figure went up to 20 per cent. GOING AHEAD... pre-school focussed channels, almost all channels It is not just money. Channels have policies or advertisers, the growth has been encouraging. have their own pre-school programming blocks in while selling slots. While Turner doesn’t allow FEveryone understands that the young ones are place. Cartoon Network created the first ever pre- colas, Discovery Kids does not entertain any non- big influencers. Monica Tata, former general school block called Tiny TV in 2002. Apart from all kids brands. Brands too have their own policies. manager, Entertainment Networks, South Asia, this, there can be gender or SEC-based segregation Many international brands choose not to advertise Turner International India, mentions that the too. And spillovers. on shows which garner over 50 per cent viewership year ahead (2013) is a volatile one. “Apart from Though channels are targeting the 4-14 on the particular channel. This policy is extended digitisation, the expected availability of an all new segment, viewership from the parents and older to their Indian counterparts in some cases. So currency – BARC - will be a big change.” BARC, siblings (15+) is increasing. Says Devika Prabhu, outdoor and BTL become attractive options. which many reckon will take off in six months, director, programming, Disney India, “Disney Edutainment has a large scope in the market, will offer an option other than TAM. caters to adults too. Disney Q, for instance, has Despite the action that is unfolding, it will been tweaked to involve families. The basic motto become challenging to stay in the space from the is to engage the kids but involve the families.” The The genre that garners sustainability point of view, despite the low cost latter now, contributes to about 40 per cent of the of entry, helped by digitisation. The impact of total viewing that happens on the genre, especially close to 7 per cent of total lowered carriage fees will bear fruit only after a because in single-TV households, it is difficult year or so. For players who are set to ride out the – though not impossible - to fight off children, viewership gets only 3 per weather, it promises to be exciting. „ when it is their time to watch. cent of the ad revenue pie. [email protected]

INDIACAST DISNEY UTV / Anuj Gandhi, currently CEO, - including general entertainment, IndiaCast, will be the chief executive general and business news, movies, officer of the new entity. youth and kids genres. We have had a A New Alliance Gandhi says, “This partnership great first year for IndiaCast and this will build a strong distribution JV will give our domestic distribution company, that will offer a broader and business scale and wider reach.” The new company will provide a bouquet of 35 more diversified range to platforms, “There are some clear and unique channels owned by the partners. News Bureau giving us a foothold across genres synergies in this partnership. The new bouquet is a more comprehensive offering, from the viewer’s he TV18 Group has joined perspective, that gives the combined hands with The Walt Disney entity an edge in the marketplace,” TCompany to form a joint says M K Anand, managing director, venture that will distribute television Media Networks, Disney UTV. channels from both the networks IndiaCast will move its domestic across analogue and digital platforms. distribution business into this new The joint venture will be held venture, while continuing to manage between IndiaCast, TV18 and Viacom its other content monetisation 18’s multi-platform distribution businesses, which include the company and UGBL, a Disney UTV international distribution, ad sales group company, wherein IndiaCast and content sales business, as well as will hold a 74 per cent stake. The new media distribution for TV 18, JV will become operational after Viacom 18, A+E Networks | TV18 necessary regulatory approvals and and Eenadu channels. will provide 35 channels from the Disney UTV will also move its TV18, Viacom18, Disney UTV, domestic distribution activities, for A+E Networks | TV18 and Eenadu its bouquet of all nine channels, to channels to cable, DTH and HITS FOTOCORP the new entity. „ platforms in India. Gandhi (L) and Anand: shaking hands [email protected]

30 afaqs! Reporter, February 16-28, 2013

1(:6$'9(57,6,1* CNBC-TV18 Dare to Dream Big The business news channel’s brand campaign, Hello Dreamers, features people hungry to achieve their dreams. News Bureau

image is blurred. The demanding, addictive voice knowledge. CNBC-TV18. Hello Dreamers.’ pushes the protagonist through many hurdles, not “We have tried to depict the restlessness a allowing him to succumb to temptation of giving person feels as his dream becomes bigger. The up. Towards the end, the voice identifies itself, “I dream becomes annoying and consuming. The am your dream.” The protagonist is then revealed dream, therefore, speaks in first person,” says, as a self-assured, successful young man. The super Ravi Deshpande, chairman and CCO, Contract says, ‘Every big dream is a challenge. Rise to it with Advertising. He adds that the campaign wants to be an inspiration to anyone with a business dream. The Hello Dreamers campaign reinforces the channel’s role in making a difference in viewers’ lives, not only for its existing audience, but also for usiness news channel CNBC-TV18 has the newer generation coming into the fold. launched a cross-platform campaign, ‘Hello According to Anil Uniyal, CEO, CNBC- BDreamers’, which addresses an individual’s TV18, the campaign thought stems from TV18’s aspirations to grow. Unveiled in Mumbai, Delhi, philosophy of having dared to dream big. It is Bengaluru, Kolkata and Ahmedabad, the campaign an invitation to see a world in which, positive, aims to engage with the new crop of corporate proactive thinking can make dreams come true. leaders, businessmen and investors. Apart from the TVC, the two-week campaign will Conceptualised by Contract Advertising, the also be spread across radio, social media, trade

TVC opens with a steady tempo of a narrative. The FOTOCORP media and outdoor. „ voice admits to total control over a character, whose Deshpande (L) and Uniyal: making dreams come [email protected]

We think digital in everything we come across… &HOHEUDWLQJVFLQWLOODWLQJ\HDUVRILQQRYDWLYHH΍RUW

Know what’s cooking... Visit /L΍RUWGLJLWDO

B-36,B3 Ground Floor, Sector-59, Noida - 201301 India | ϬϭϮϬͲϰϮϮϭϮϵϱͮĐŽŶƚĂĐƚΛŝīŽƌƚ͘ĐŽŵͮǁǁǁ͘ŝīŽƌƚ͘ĐŽŵ

1(:6$'9(57,6,1* AXIS BANK Progressive Thought In its latest campaign, the bank shows how an individual’s progress in life is interlinked with the growth of others. By Rashmi Menon and Ashwini Gangal

o man is an island. Reiterating this individual, to what it means in the context of the famous quote, Axis Bank, has gone a entire community we live in? No one consciously Nstep further to bring out that one man’s seeks to improve others’ lives around him. Yet, progress, sets off a ripple effect that extends the when you progress, others benefit too. Hence, no success to several other lives. Its latest TVC is one really progresses alone,” Iyer states. based on the philosophy- ‘Zindagi ke highway pe koi To create awareness about its products, akele nahin badhta’. Axis Bank plans to launch a website, ‘progress The TVC, conceptualised and designed by together’, which allows people to acknowledge Lowe Lintas, gives a glimpse into the lives of those, who have helped them progress, and view several people, who grow simultaneously in life, acknowledgements they have received, thereby, and are oblivious of how their personal growth building a progress network. The bank will also influences the progress of the other. For instance, carry out outdoor engagements in 23 cities - mostly metros, Tier 1 and Tier 2 cities, along with print ads. The bank’s digital mandate is handled by “We have a large “No one con- Digitas, while its media duties are looked after by customer base sciously seeks to Starcom MediaVest Group. with different improve others’ PROGRESSIVE VIEW profiles and varied lives. Yet, when anish Bhatt, founder-director, Scarecrow socio-economic MCommunications says that the ad is nicely you progress, oth- written and has good visual elements. “It’s a good backgrounds.” ers benefit too.” attempt at thread-in-a-montage style, though it MANISHA L GUPTA ARUN IYER may take the viewers a couple of viewings to understand the thread. The overall communication approach of Axis Bank is not radical and the a woman who gets a job in a garment company, one of the feedback we received was that our strategy is more literal than lateral,” he says. due to increase in orders, applies for a home loan. campaign featured only one customer and his While the brand’s thought of ‘progress on’ Her mother, who is furnishing the house, buys a journey. As a bank, we have a large customer base is not new, the rendition of the first film is carpet, which, in turn, helps the carpet seller to pay with different profiles and varied socio-economic refreshing, opines Hari Ganesh Desikan, planning his son’s school fees. In its earlier campaign, the backgrounds. So, the new campaign was based on director, Saatchi & Saatchi. “The campaign has focus was on personal progress. the insight that when one person prospers, others more possibilities to explore. While Axis Bank Manisha Lath Gupta, CMO, Axis Bank progress too,” she says. probably enjoys high levels of awareness, the task explains that in the earlier campaign, the brand Arun Iyer, NCD, Lowe Lintas says that the task for it would be to build preference. I am not sure if was repositioned from being a ‘problem solutions this year was to continue building the sentiment this execution will build preference for the brand,” provider’ to a ‘partner in progress’. “We had a on a larger canvas. “What better than changing the he critiques. „ successful run with our last campaign. However, frame of reference from what it means for one [email protected]

THE GENOMUSIC PROJECT ringtone created from his/her DNA. Prajato Guha Thakurta, copywriter, JWT says that BBC felt Musical Experiment that to have ‘fans for life’, it was not A music album created out of the genes of fans enough to interact with them only during gigs. “The musicians wanted collected through Facebook. By Satrajit Sen an idea that would help them engage with fans on a regular basis and at umbai-based electronic users need to identify themselves a more intimate level. Thus was music production group to a track that best defines him/her born ‘The Genomusic Project’, the MBay Beat Collective (BBC), as a person, along with the name of world’s first music album created has announced that it will produce a the artist. Out of all the responses from fans’ DNA,” he adds. music album, out of the genes of its collected, BBC will shortlist eight JWT launched the Facebook fans. Conceptualised in partnership candidates and will send them DNA application on February 1, 2012. Till with JWT, the global advertising collecting kits. the time of filing this report, the app agency, Bay Beat Collective has The collected samples will then be had collected around 1,647 views launched ‘The Genomusic Project’ sent to labs specialising in genetics, track. and according to Thakurta, around in India. This will be an experimental to determine each DNA profile, According to Kris Coreya, one 50 per cent of them have sent their music album, featuring eight tracks, after which BBC will use a specially of the founders of BBC, each track responses. made out of the fans’ DNA samples. designed software, to convert each will have its own distinct sound, Bay Beat Collective was founded JWT, along with its digital partners, DNA profile into a MIDI (Musical since no two people have the same by DJs Kris Correya and Sohail Arora Runtime Solutions, has devised a Instrument Digital Interface) sample, DNA profile. Besides, the first 50 to in late 2008. „ Facebook application through which which will be later converted to a send in the answers will get a mobile [email protected]

34 afaqs! Reporter, February 16-28, 2013

,17(59,(: RAJAN ANANDAN> MD, GOOGLE INDIA Mobile Search is Exploding

The managing director of Google India talks to afaqs! Reporter, about the company’s focus on mobile and SMEs and also the future of digital advertising in India. By Satrajit Sen

lot, comprising the traditional advertisers. The year 2012 was very interesting, as we started seeing many traditional industries embracing the medium for brand building. And, this is being fuelled by online video.

Has it become more difficult to sell display ad banners since click rates have declined? Display, today, means many different things. We have traditional text-based banner advertisements; rich media-based display and mobile advertisements; online video advertising, ad exchanges and bidding platforms. Today, convincing a brand to embrace online video is very similar to telling the brand to use TV. It’s a medium that brands understand well and we also use similar parameters that include reach, frequency, yield and so on. And, when rich media is used on mobile, it becomes more engaging. For example, Kerala Tourism runs a rich media campaign on mobile, that has a click through rate of 10 per cent. In my view, display is getting more engaging and exciting and with the advent of real time exchanges and bidding platforms, the digital display advertising industry will get completely transformed. Brands have begun to realise that both TV and online video ads, play on the components of sound and vision, but on online, the chances of getting the campaign to go viral is high. For example, Mahindra and Mahindra broke its latest campaign on YouTube, before taking it on traditional media. Besides, Unilever is using YouTube as a medium to run its Keratinology campaign (http://www. youtube.com/sunsilkhairexperts/) where it has created a virtual hair studio. A user can pick and choose products of her choice, from a range of products from the Sunsilk brand. When one combines interactivity and rich media with an ad format like TrueView in-stream video ads, where the advertiser only pays when the consumer chooses to watch the ad, brands increasingly prefer such media.

How do you see more traditional advertisers embracing digital? Today, if a brand wants to reach Indians in the age group of 18-35 years, in SEC A and B, digital is the only way. Depending on the specific demographic ajan Anandan took charge of Google India in 2011, and since then, of the audience, the brands need to pick their platform. has been instrumental in driving Google India’s focus on mobile and In Google India, a combination of search and display network (which RSMEs (Small and Medium Enterprises). However, from a brand’s reaches 50,000 websites) coupled with YouTube (which now reaches 40 perspective, Google India preaches ‘online and mobile first’. million people) and mobile internet, will be the key advertising revenue Prior to joining Google India, Anandan was the managing director of driver. Microsoft’s Sales Marketing and Services business, in India. Before this role, he used to be the managing director of Dell India. He has previosly worked Do we see brand spends increasing on the mobile medium? for McKinsey & Company in USA, where he was a partner. Mobile as a marketing platform is growing at 200 per cent and more people On the sidelines of an event organised by Google, we caught up with are getting connected on mobile. We have also got rich media on mobile, Anandan, to discuss how digital advertising is evolving in India. which is an interesting proposition for advertisers. Mobile search is exploding, and as we said in our report that in 2012, 30 per Since you took over the reins of Google India, how has digital grown cent of online shopping search queries, came from mobile phones. To add to as a marketing medium? that, there is in-app advertising and app downloads. In the last two years, we have definitely seen a surge in the uptake of digital advertising. According to GroupM’s data, in 2012, the size of Indian digital What percentage of overall media spends is digital expected to draw advertising was Rs 2,500 crore and when I started two years back, it was about this year? Rs 1,000 crore. So, the business has grown 2.5 times, which is really exciting. At this moment, I really can’t put a number to it. The overall advertising Specifically at Google, we have seen that performance advertising has industry in India grew between high single digits to low double digits last become critical for brands across categories, like travel, e-commerce and year, while digital grew 50 per cent. local. These categories see internet not just as a marketing medium, but as an So, if we presume that in the next five years, overall advertising industry alternative sales channel. grows at 10-12 per cent and digital grows at 40-50 per cent, we all can do the Then, there is a set of industries like automotive and telecom, where, I maths. „ feel, digital should be a performance channel. Besides these, there is another [email protected]

36 afaqs! Reporter, February 16-28, 2013

1(:6',*,7$/ COCA-COLA Happiness on the Go With a new tagline, ‘Khushiyo ka Sangam’, Coke has tied up with mobile video service NexGTV, to run the campaign during the broadcast of Kumbh Mela ceremonies. By Satrajit Sen

oca-Cola, which recently launched its which include the pre-roll video ads and the ‘Crazy for Happiness’ TV campaign, has preview screen branding,” Gill adds. Cextended the same on mobile TV, with Preetesh Chouhan, vice-president, APAC, a new tagline, ‘Khushiyo ka Sangam’. The brand Vdopia, says that especially for consumer packaged has tied up with DigiVive’s NexGTV, a mobile goods (CPG) brands, the communication is always application that provides access to live TV channels based on a message. “In this case also, the message and video on demand, on handsets. The campaign was happiness and it went well with the essence will run during the special broadcast of Kumbh of Kumbh Mela. For Coke, here the pure RoI Mela ceremonies on NexGTV. would be the reach and visibility gained through For the Kumbh broadcast, NexGTV has this medium, as it is very close to TV. Any smart launched a dedicated channel, with Coke as its brand would want to engage with audiences, on main sponsor. For this campaign, besides clickable such platforms,” he adds. pre-roll video ads, NexGTV has come up with a Gill claims that the NexGTV platform is easily preview screen branding for Coca-Cola. Clicking available to the masses in Tier II and Tier III on the pre-roll ad takes the consumer to Coke’s cities, along with metropolitan cities and is highly ‘Open Happiness’ website. With this campaign, consumed by them. “Coke as a brand would Coke expects to garner one million views on the definitely want to cash in on such audiences,” he platform. says. DigiVive’s NexGTV claims to have been Chouhan adds that no separate creative is downloaded by around eight million users, across required for mobile streaming, and that once a mobile platforms, that include Symbian, Android, video of the ad is submitted, DigiVive and Vdopia BlackBerry and iOS. Online video advertising jointly collaborate to make the video 2G and 3G network, Vdopia, monetises all NexGTV videos compatible. They also reduce the weight of the on mobile and the firm has, so far, partnered with video, to ensure seamless streaming on mobile. brands like Microsoft, Sandisk, Apollo Tyres, As per Nielsen data for December 2012, Samsung, Hitachi and many more. NexGTV leads the mobile TV space with nearly Jaskirat Singh Gill, vice-president, marketing, 7 out of 10 mobile TV users in India, using the DigiVive says that Coke wanted to extend the service. According to Gill, NexGTV wants to reach happiness campaign on mobile and align it with For Coke, the pure RoI would 60 to 70 per cent of the Indian smartphone market Kumbh Sangam. Hence, it was named ‘Khushiyo and claims to have over 100 live TV channels, Ka Sangam’. “The content of Maha Kumbh gelled be the reach and visibility ranging from news, entertainment, devotional, well with Coke’s happiness message and hence it gained through this medium. music and movies. „ associated with us for the channel on two levels, [email protected]

THE-ONE-ALLIANCE will be independently handled by subscription revenue, while helping the Times Television Network. us grow ARPUs (average revenue The arrangement is for a minimum per user) of each of these channels.” It’s a Deal tenure of three and a half years and This deal is however restricted may be extended to 10 years. to the geographical boundaries of TheOneAllliance will exclusively manage the Earlier known as SET Discovery, India, even though TheOneAlliance distribution of TTN’s four channels. News Bureau TheOneAlliance is a joint venture is operational in SAARC countries. between Sony’s Multi Screen Media Rajesh Kaul, president, and Discovery Communications, TheOneAlliance mentions that this imes Television Network focused on distributing the channels deal has helped the company to (TTN) has entered into a on to various digital and analogue increase its bouquet from 24 to 28 Tstrategic partnership with platforms. premium channels. TheOneAlliance, a distribution Sunil Lulla, managing director TheOneAlliance hosts other company that will exclusively and chief executive officer, Times channels such as Sony Enter- manage the distribution of its four Television Network, says, “The tainment Television, Discovery channels - ET Now, Movies Now, TTN channels reach over 100 Channel, SET Max and SAB TV. Times Now and Zoom in India. million viewers, in 30 million It manages the Pay TV business for According to the terms of urban Indian households. As part channels across genres. the deal, TheOneAlliance will of TheOneAlliance bouquet, Times Television Network be responsible for collection of our channels will benefit from is a part of the Times Group. It subscription revenue for the penetration in more homes and brings news, stock market news, channels, for platforms such as availability on a wider choice Bollywood news and movies cable (analogue and digital), DTH, of packages. We expect that the through its channels in various IPTV and HITS, while marketing partnership will help us to effect genres. „ and channel penetration strategies Lulla: forging partnerships realisation of a fair share of [email protected]

38 afaqs! Reporter, February 16-28, 2013 32,1762)9,(: Do Sequels of Successful Films Mean Creative Bankruptcy? As more and more sequels and remakes come up in Bollywood, does it indicate a lack of creativity? By Devesh Gupta

5$),4*$1*-(( 1,7(6+7,:$5, 58'5$583'$77$ .81$/.2+/, Yash Raj Films Leo Burnett Viacom 18 Producer-director FOTOCORP I AM REALLY I DON’T THINK BUILDING A FRANCHISE THERE IS A LOT OF FLUMMOXED WITH THIS SEQUELS MEAN MODEL IS SIMILAR TO BRAND BUILDING IN LINE OF REASONING! LACK OF ORIGINAL BUILDING A BRAND, MAKING SEQUELS. IF WHILE THE FRANCHISE CONTENT. THE BASIC WHERE INVESTMENTS IT IS A GOOD SEQUEL ENSURES THE IDEA OF A SEQUEL IS IN THE BRAND CAN BE AND AUDIENCES ARE CONTINUITY IN THE TO TAKE SOME OF THE RECOVERED OVER A NOT REJECTING IT, AUDIENCE’S MIND, CHARACTERS LONGER PERIOD OF WHY SHOULD THE every script of a sequel has forward and present them in a time. industry not continue with it? a unique story, which could fresh way. The trend is global, and not Hollywood is doing it and has very well have achieved cult Since the characters are entirely new, as we have seen gained considerable success. You status independently. already established, one doesn’t with James Bond, Indiana can see Batman, Spiderman and A franchise essentially need to struggle to promote Jones, Spiderman and numer- other superhero movies. retains the genre and iconic them. Hollywood has been doing ous others. Each edition of the Sequels are doing - and have characters, with everything it successfully for many years. franchise has given increased done - good business at the box else being creatively distinct. Rocky, Terminator, Home Alone, returns, as the brand recall office, be it Golmaal, Race or If Superman, Batman, Scary Movie, Hot Shots and gives it immediate connect. any other. Also, who is to decide Bond, Spiderman are all the Die Hard are good examples of The flipside is, when we whether the film is a success or consequence of creative bank- how the same characters were embark on the harmful trend not? ruptcy, the world wouldn’t presented in a completely fresh of title sequels having no con- There is an eternal battle be clamouring for more of manner. nect of the character, story or between creative and financial on the same. Every sequel, while Bollywood can also boast even actors. The reckless use what determines box office suc- riding on its predecessor, has of its own success stories, the of the brand gives it a shorter cess and it can never end. to have great content and most noteworthy of them being lifespan and an eventual death. In my opinion, we should not that’s all the audience wants. Munnabhai MBBS, which was fol- This happens when sequels shy away from making sequels or The name could bring people lowed by Lage Raho Munnabhai. are created as an afterthought remakes. More sequels get more in, but the content will keep Making a sequel makes immense and not as a planned invest- business and it is good for the them there, for the next one. business sense to the production ment. In an ideal scenario, industry. We should follow it. In my opinion, a sequel of houses. But how many of them a sequel needs to stem from a great franchise is a far more end up as successes at the box the previous editions, with daunting task to undertake office, depends entirely on the carefully thought-through ele- creatively, because it has to content. ments, that can be extended live up to expectations. beyond the existing story.

afaqs! Reporter, February 16-28, 2013 39 1(:6(9(17

Powered By:

n February 8-9 Ahmedabad saw the Ofirst edition Brand Owner’s Summit. An intellectual delight for brand enthusiasts, the event was held at Core-AMA Management House. It was attended by owners of both established as well as upcoming businesses, CEOs, CMOs, marketing and advertising professionals, product managers, branding and planning experts, key stakeholders from the government, investors, entrepreneurs and students. These veterans included Rasna’s Piruz Khambatta, Darshan Patel of Vini Cosmetics, Symphony’s Achal Bakeri, Amul’s R S Sodhi, Vishal Mehta of InfiBeam, Ganesh Nayak of Zydus Cadila, Anghshu (From left) Sodhi, Patel, Bakeri, Nayak, Khambatta and afaqs!’ Khandekar Mallick from Adani Wilmar, Jitendra Chauhan from Jade Blue, Santosh Desai of Future Brands, Astral Polytechnik’s Sandeep Engineer, Seedfund’s Mahesh Murthy, GroupM’s Tushar Vyas and Sanjay Kaul, IAS of Tourism Corporation of Gujarat. Some of the memorable sessions included those of Patel, who spoke about the success story of his hair care brand Livon, Chauhan, who shared how sheer skill, grit and optimism took a third generation tailor from dreams to reality, and Engineer, who proved that one’s product needn’t be a consumer facing one to make a mark in consumers’ minds. Darshan Patel in conversation with Chandan Nath Sandeep Engineer (Astral Polytechnik) Another highlight was the panel discussion moderated by afaqs!’s Sreekant Khandekar in which the motivations of owner-CEOs as opposed to those of professional, non-owner CEOs were discussed. The success story behind ‘brand Gujarat’ was another highlight of the event. On the evening of Day One, a felicitation ceremony was held at the Marriott where brand custodians were honoured and applauded for their respective achievements and contributions. All in all, the event served as a platform to spread the branding mantras, values of ideas and products. Angshu Mallik presenting the journey of Fortune Mahesh Murthy presenting an Investors perspective to Branding

40 afaqs! Reporter, February 16-28, 2013 Powered By:

There were many questions Active participation from the audience

Santosh Desai discussing the power of branding The audience

Tushar Vyas(GroupM) and Vishal Mehta (Infibeam) discussing ways of building Jitendra Chauhan presenting the story of JadeBlue brands in the digital world

In-depth discussions Sanjay Kaul, IAS A tough one for the panel

Associate Sponsor: Dinner Sponsor: TV Partner: Outdoor Partner: Production Partner: Supported By:

afaqs! Reporter, February 16-28, 2013 41 Powered By: THE FELICITATION CEREMONY

The audience Tim Love awarding Pradeep Patel, Ramdev Masala Priyam Patel, NK Proteins

Mukesh Bhandari, the man behind Yo-Bikes Rajesh Gandhi, Vadilal Rasesh Desai, Wagh Bakri

Narendra Somani, TGB Jay Sachdev, Balaji Wafers Sunil Kanojia, Sintex Atul Sanghvi, Cera

Kulin Lalbhai, Arvind Pradeep Chona, Havmor Chintan Bhalodia, Ajanta

Associate Sponsor: Dinner Sponsor: TV Partner: Outdoor Partner: Production Partner: Supported By:

42 afaqs! Reporter, February 16-28, 2013 ,564 IRS Q3 2012 A Quarter of Growth According to the latest IRS report, most of the top English and Hindi publications have registered growth. By Sumantha Rathore English Dailies: Onward and Upward

ccording to the latest report of TOP 10 ENGLISH DAILIES top 10 English dailies, DNA, which IRS, seven out of 10 English Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 has registered a gain of one lakh read- Adailies have registered growth 8000 ers. The newspaper has added 32,000 in the last year. Those on the growth 7000 readers, in this quarter alone. As per spree include names like The Times 6000 latest quarter result of IRS, the daily of India (ToI), DNA, The Hindu, 5000 has an AIR of 9.6 lakh. The New Indian Express, The Bennett, Coleman & Co.’s 4000 Tribune, Hindustan Times (HT) (BCCL) other offering, Mumbai and Mumbai Mirror. The English 3000 Mirror, is at the No 7 position, with newspapers which have registered a 2000 8 lakh AIR. The tabloid has grown by decline since Q3, 2011 include The $YHUDJH,VVXH5HDGHUVKLS LQµ 1000 47,000 readers, in the last one year. Telegraph, Deccan Chronicle and 0 During the period, the newspaper

The Economic Times (ET). DNA had lost the maximum in Q1, 2012 - Times Times Mirror Deccan Of India Mumbai The New The No 1 English daily of the Chronicle a loss of 26,000 readers. Hindustan The Times The Times The Hindu The Tribune country, ToI, has 76.5 lakh average The Economic The No 8 spot is taken up by Indian Express The Telegraph issue readership (AIR), this quarter. BCCL’s business daily, ET. The daily is also the biggest gainer According to the latest IRS figures, among the top 10 English dailies ToI is the biggest gainer this quarter, with the newspaper has an AIR of 7.5 since Q3, 2011 - an increase of 1.84 lakh. The business newspaper has lakh readers during the period. The an increase of 1.84 lakh readers, followed by lost maximum readers, since Q3, newspaper gained the maximum in 2011 - a loss of 59,000. In the last one Q4, 2011, when it recorded a growth DNA, which has added one lakh readers. year, the daily has continuously been of 1.49 lakh AIR. In this quarter, the losing readership, except in Q1, 2012, daily has gained 10,000 readers. readers). when it recorded a marginal increase. HT is at No 2 position with 38 lakh AIR, nearly The Telegraph is at No 4, with 12.5 lakh aver- The New Indian Express is at No 9, with an half that of ToI’s. The daily has gained 53,000 age issue readership. The newspaper is among the AIR of 6.6 lakh. The daily has added more than average readers in the last one year and 19,000 in few to have recorded a decline. It has lost 12,000 70,000 readers, since Q3, 2011, but has lost mar- Q3, 2012. readers in the last one year and 21,000 readers, this ginally this time - a loss of 3,000 readers in this At No 3 is the Chennai-based daily, The quarter. quarter. Hindu, registering an AIR of 22.6 lakh, in this Deccan Chronicle is at No 5. The newspaper, The Tribune takes up the No 10 spot and has quarter. It is also the third biggest gainer, among too, has lost readers in the last one year - a decline registered a gain of 13,000, this quarter and 54,000 the top 10 English dailies, since Q3, 2011 (with an of 43,000 readers. However, the newspaper has readers in the last one year. As per the latest quar- increase of 89,000 readers) and the biggest gainer added 13,000 AIR, this quarter. ter of IRS, the daily has an AIR of 6.5 lakh. „ since Q2, 2012 (with an increase of 50,000 average At No 6 is the second biggest gainer, among the [email protected]

Regional Race

TOP 10 PUBLICATIONS ll the Hindi publications, in Rajasthan Patrika is the list of top 10 publica- Q2 2012 Q3 2012 18000 Ations, as per the latest Indian the biggest gainer 16000 Readership Survey (IRS Q3, 2012), 14000 have registered a growth this time, this quarter, while 12000 except for Amar Ujala. Malayala Manorama 10000 Among the top 10 publications, 8000 Dainik Jagran continues to be the No is the biggest loser. 6000 1 publication of the country, with 4000 an AIR of 1.65 crore - an increase of with an AIR of 1.45 crore - 1983 $YHUDJH,VVXH5HDGHUVKLS LQµ 2000 45,000 readers, since Q2, 2012. The readers less than Dainik Jagran. 0 Hindi daily is also the second biggest The Hindi newspaper has also gainer, among the top 10 publica- registered a growth of 43,000 AIR, India Patrika Lokmat tions of the country. making it the third biggest gainer Malayala Rajasthan Hindustan Manorama Amar Ujala The No 2 position is also taken by The Times Of Daily Thanthi Mathrubhumi Dainik Jagran Dainik Bhaskar a Hindi publication, Dainik Bhaskar, FRQWLQXHGRQSDJH>>

afaqs! Reporter, February 16-28, 2013 43 1(:622+ HOMESHOP18 Photo Op. In an innovative experiment, HomeShop18 is allowing air travellers to use their mobiles to scan and shop at Delhi airport. News Bureau

etwork18’s e-commerce and home shop- Notably, this initiative is similar to one initi- sumers. It recreated lifelike images of store aisles, ping brand, HomeShop18, in association ated in South Korea’s subway stations by Tesco in subway stations. The interactive innovation Nwith Delhi International Airport (DIAL), HomePlus. Called the Homeplus Subway Virtual allowed people to shop from the store by simply has introduced a virtual shopping wall named ‘Scan Store, the activity brought the store to the con- taking pictures of the products with their mobile N Shop’, at Terminal 3 (domestic phones. In 2011, this activity bagged side) of New Delhi’s Indira Gandhi the Cannes Lions Grand Prix in the International Airport (IGIA). Media category. The passengers get to browse Commenting on whether this is through its entire range of products a better option than doing outdoor and order, by scanning the QR code hoardings for the brand, Malhotra displayed against each item with their says that an outdoor hoarding is just smartphones. Consumers can also meant for advertising and display, order by calling the call centre. An while the virtual shopping wall works estimated 45,000 passengers depart further. “On one hand it will be from the T3 terminal of IGIA daily, yet another screen to HomeShop18’s each with time on their hands before multi-screen format strategy for boarding a flight. e-commerce, and on the other, it is a About the idea behind this ini- new business avenue of our m-com- tiative, Sundeep Malhotra, founder merce strategy and has the potential and CEO, HomeShop18, says, “The of being a unique revenue generation model for us,” he adds. Explaining the reason behind part- nering HomeShop18, I Prabhakara Rao, CEO, DIAL, says, “At Delhi’s IGI Airport, our endeavour is to part- ner with the best brands, offer a wide range of products and a great experi- ence to all the travellers.” The company will extend the innovation in other geographies and locations. “An airport is just one place; this model is easily adaptable to other similar heavy footfall places, having the right audience for this type of shopping model. This is a new initia- Malhotra: newer avenues tive in India, as well as for us. We are still at a nascent stage to comment on objective is to leverage our technology and retail our plans for other cities,” says Malhotra. experience, to newer avenues of virtual commerce. The company will extend The company hopes to get traffic, and eventual- The virtual shopping wall at T3 will give passen- the innovation in other ly orders, from the shopping wall, from tech-savvy gers a new and unique shopping experience.T3 is customers. „ the apt location to launch the wall.” geographies and locations. [email protected] 60$57,'($

ICICI DIRECT Stocks Simplified The campaign showcases two animated characters, Gyano and Mobo, who showcase, in an interactive way, how people need to plan their financial goals. News Bureau

CICI Securities, the integrated securities firm, has launched an Ianimated YouTube campaign, for its portal ICICIDirect.com, to educate users on how to attain their financial goals. The campaign features two animated characters, Gyano and Mobo, who work out financial solutions for consumers and help them realise their dreams. Conceptualised and developed by the internal team of ICICIDirect and Oh2two Media, the video showcases Arora: making finance fun Gyano, the magician and Mobo, the money boss. The video asks people Stocks will help investors overcome to choose a dream wish, after which, their fear and understand the stock Gyano showcases a shortcut to fulfil market better,” he adds. that dream. Mobo, on the other The campaign will also be hand, preaches logical solutions, promoted on Twitter and Facebook, thus, promoting the ICICIDirect to engage with ICICI’s growing tool, which calculates the exact audience of followers interested in amount the user needs to invest Additionally, ICICIDirect will Virtual Stocks investor education. to fulfil that dream (http://www. also update their Facebook ICICIDirect has been focusing youtube.com/user/icicisecuritiesltd). page, with important financial will help investors on investor education, through The video also promotes a news and developments like its classroom based training Facebook app, which redirects to a policy decisions, inflation and overcome their fear programmes, at ICICIDirect Centre game called ‘Virtual Stocks’, where Budget (https://www.facebook. for Financial Learning, across 45 Facebook visitors who ‘like’ the com/idirectmoneymanager/ of the stock market. Indian cities and also through online page, can experiment, experience app_305409606247739). embrace this platform to create a tutorials. and learn stock market, live trading Explaining the objective behind more personalised relationship, as Speaking about whether ICICI hours in a safe environment, the campaign, Vineet Arora, executive well as provide a fun, interactive Securities plans to support this thereby, eliminating all possibilities vice-president and head, product and safe way to learn about personal activity on TV, print and radio, of monetary loss. distribution, ICICI Securities tells finance and equity markets. Arora says that, based on the success The idea is to help people afaqs! Reporter, that social media is We believe that this format will of social media, other opportunities understand investments and give a very influential medium, especially encourage systematic thinking about will be evaluated. „ them a tool to plan their needs. with the youth. “We decided to goal-based investments and Virtual [email protected]

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

afaqs! Reporter, February 16-28, 2013 45 1(:63(23/(

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

gilvy Delhi has Trikha started his career with Kidstuff, DDB BC Global News, has appointed Preet Oseen many sen- MudraMax’s promotional and events unit, in BDhupar as chief operating officer for its ior leadership changes 2000, but later shifted to Encompass, as AVP in Indian operations. Dhupar was director of in the first half of 2002, where he served a stint of six years. finance and operations for BBC Global News February, 2013. Kapil In the meanwhile, Dentsu Communications and BBC Worldwide in India. She joined Arora, who led the has roped in Vedobroto Roy and Deepak Singh BBC in 2000 and was Ogilvy & Mather as ECDs. They will report to Soumitra Karnik, instrumental in set- national team for national creative director, Dentsu India Group. ting up its operations Vodafone in Mumbai, Both Roy and Singh come with a decade of expe- in India. has been appointed as rience. Before joining Dentsu Communications, In her new role, president and head of Roy was working with Leo Burnett, Dhaka while Dhupar will take KAPIL ARORA advertising, in Delhi. In Singh was associated with DDB Mudra, Mumbai. responsibility to his new role, he will Singh started his career in 2002 with Oberoi determine BBC’s lead the agency’s Delhi operations. Multimedia and got his first break in advertising commercial priori- Arora has 13 years of experience, having ties and targets for worked on brands such as Raymond, TVS Scooty, news across India and Unilever teas, the BCCL Group and Titan. Sarang monitor performance SUSHIL KUMAR PREET DHUPAR Wahal, who led Vodafone’s central account man- against them in terms agement team for the agency, will replace Arora. of advertising reve- Wahal, who is now senior VP, began his career in nues, content distribution and overall audience advertising in 1996, with Phoenix Advertising. growth. On the outdoor platform, Ovez Khan, former Zee News has recently brought on board group vice-president, Jitesh Rajdeo as chief sales officer for its bou- Realm Media moved quet of news channels. to GLO, as group Rajdeo, erstwhile SUSHIL KUMAR vice-president. He will VEDOBROTO ROY DEEPAK SINGH chief revenue officer, take care of pan India DNA, will handle operations for GLO, the sales of the Zee the out of home out- in 2006 at Grey Worldwide while Roy began his News bouquet which fit was formed in 2011, career in 2000 with Ogilvy Mumbai. includes Zee News, after Lodestar UM and Ramanuj Shastry, former CCO, Saatchi & Zee Business, Zee Greenline merged. Saatchi, is set to launch his own outfit with part- News UP, Zee News Khan started his ner and co-founder: Nisha Singhania, general Punjabi, Zee 24 Taas OVEZ KHAN career with Standard manager, Saatchi & Saatchi Mumbai. Shastry will and 24 Ghanta. Chartered, in 1996. head the creative front, Based in Mumbai, JITESH RAJDEO Also, in the same while Singhania, who Rajdeo replaces Amit segment, DDB MudraMax has appointed Deepak has been with Saatchi Tripathi, senior vice- Trikha as vice-president, Experiential. He will since 2011, will man- president, sales. In his new profile, Rajdeo will be based in Delhi and will report to Mandeep age the business side head the sales function of all the news channels Malhotra, president, DDB MudraMax. of things, at the new under the bouquet. Trikha moves in from Sistema Shyam agency launching in Rajdeo has been associated with the Zee Teleservices (MTS), where he was working as April. She also has a Group since 2000 and has worked as national assistant general manager, marketing commu- background in strategic sales head, Zee Cinema as well. In 2009, when nications. He was responsible for strategy and planning. The name of Zee restructured its ad sales division, Rajdeo execution of marketing campaigns for MTS’s tel- the firm has not been was in charge of the group’s regional GECs and ecom products and services. NISHA SINGHANIA decided yet. „ news channels. „

MARKETING he UK-based company Aviva Life Insurance 2009, when he first joined the com- former eBay India country head Tpromoted Rishi Piparaiya as director, mar- pany. His new mandate will be Ambareesh Murty, to whom keting and bancassurance. Piparaiya was director, to steer Aviva’s marketing strategy Vadapalli reported in eBay India. bancassurance and business partnerships since including brand marketing, com- Here, Vadapalli will primarily lead the munications, channel marketing, marketing and new business teams. digital and online strategy, analyt- In yet another development, ics and product propositions of the Vinay Kumar, erstwhile CEO of company. StratosHear, a mobile media com- eBay India’s chief marketing pany, has returned to Microsoft officer Kashyap Vadapalli moved on Corporation as the APAC head of to join lifestyle e-commerce mar- VINAY KUMAR strategy and alliances for Bing.com, ketplace, Pepperfry.com as CMO Microsoft’s web search engine. and head of new business. Vadapalli had joined The new assignment will be Kumar’s second eBay in 2008, as director of marketing and busi- innings at Microsoft as, in the US, he had worked ness development. at Microsoft for nearly 10 years (from 1996 to RISHI PIPARAIYA KASHYAP VADAPALLI Pepperfry is an entrepreneurial venture by 2005). „

46 afaqs! Reporter, February 16-28, 2013 1(:6%22.6 5HDGLQJ5RRP << FRQWLQXHGIURPSDJH ALEX JOSEPH A Quarter... VP - Marketing and in the list. Communication, Greenply At No 3 is last quarter’s big- Daily Thanthi is Industries gest gainer, Hindustan, with an AIR of 1.2 crore. While the Hindi daily the only Tamil ’m reading The Autobiography of Malcolm had registered an increase of 48,000 IX. My inclination towards this narrative readers last quarter, this time, it has daily to feature in was based solely on learning and reflecting added 37,000 AIR. about the ideas of cultural internationalism The Malayalam newspaper, the Top 10 list. and political antagonism in the 1950s. Malayala Manorama, stands at the I read everything from fantasy to post- No 4 spot, with an AIR of 97 lakh, an Though the daily has lost readers modernism. But I have a special liking for increase of 42,000 readers, since the in this quarter, it has moved up one fiction. For me, sub-genres in fiction like last quarter. Incidentally, the daily rank. magic realism, give a right blend of what is has recorded the sharpest fall among Pushed down by the Daily real and what can be left to the imagination. the top 10 publications last quarter - Thanthi, Lokmat is at No 8, with an I am grateful that I was exposed to good a decrease of 1,65,000 readers. AIR of 74.09 lakh - 8,000 readers less literature while growing up, thanks to my parents (they are avid readers Amar Ujala is at No 5, with an than the Daily Thanthi. too). I remember my fondness for Uncle Tom’s Cabin. This anti-slavery AIR of 85 lakh - losing 72,000 read- While the daily had recorded a novel by Harriet Beecher Stowe exuberates sentiments of free thought ers this time. The daily had also growth of 22,000 in AIR, the Marathi and anti-oppression, two important aspects to learn about in childhood. registered a decline of 85,000 readers publication is the biggest loser this Kafka on the Shore is an all time favourite, while Midnight’s Children last time. time - losing 98,000 in AIR. is perhaps the best example of post-colonial Indian literature. Lord of The Times of India takes the No The No 9 position is taken by the Rings, however, is a literary masterpiece and has to be my favourite 6 position, with an AIR of 76 lakh Rajasthan Patrika, with an AIR of 68 ancient fantasy book. The Hitchhiker’s Guide to thee this quarter. The English daily has lakh. The Hindi publication is also Galaxy is another favourite. On popular demand,, maintained its position in the top the biggest gainer this quarter, a gain my next read would be Shantaram. It woulduld be a 10 list. of 62,000 readers. However, in the fresh perspective for me to read about However, unlike last quarter, last quarter, the daily had lost 51,000 life in a turbulent city like Bombay. where it had registered a marginal readers. Next, I wish to mention my star decline of 9,000 readers, this time the Mathrubhumi is at No 10 with an author, Haruki Murakami. The king publication has added 10,000 read- AIR of 64 lakh, registering a decline of postmodern surrealism and magic ers, putting it at a no loss, no gain of 78,000 readers this time. The daily realism, Murakami plays with text that position. continues its losing spree and is the is not only multifaceted, but also viv- The only Tamil daily to feature second biggest loser in this quarter. idly dynamic. My other favourite writerss in the top 10 publications list, Daily The Malayalam publication had lost are Wilbur Smith, Pearl S Buck and PGG Thanthi, takes up the No 7 spot. The more than a lakh readers in the last Wodehouse and Edgar Allan Poe. „ daily has an AIR of 74.17 lakh, this quarter. „ As told to Raushni Bhagiagia quarter. [email protected]

VIA.COM Vying for Attention The travel portal has initiated a four-month long out of home campaign, at Bengaluru airport, to create brand visibility. By Devesh Gupta

ravel portal Via.com has cre- main directive given by Via.com to ated a striking innovation them, was to connect with the right Tat Bengaluru airport, that audience and inform them about the attempts to increase brand visibility. work it does and create visibility. Executed by JCDecaux India, the innovation comprises a huge glass The glass facade behind the check-in facade behind the check in coun- counters ensures that no one catching ters of the airport. The 90 X 2.7 m a flight from Bengaluru, misses the structure covers more than 50 check- campaign. “It engages people waiting, in counters at the airport and talks during the check-in procedure and about the various offerings of the communicates the various offerings portal, such as lowest fares, best deals from the brand,” he adds. for hotels and best price holidays. Bengaluru airport was chosen for The four-month long campaign the campaign as the city sees a large began in December, 2012 and will percentage of work-related travellers. continue till March, 2013. Bengaluru-based Via.com was Alok Duggal, business head, air- launched on July 28, 2006. „ port, JCDecaux India, says that the [email protected]

afaqs! Reporter, February 16-28, 2013 47

and revelry.revelry. The people are all My Travel, My Experience cheerful and the place is exotic with great nightlife and enter-enter- ANITA NAYYAR tainment but there is also real CEO, India & South Asia, poverty here, which is another papartrt youyou don’tdon’t want to see. Havas Media Group With its natural beautybeauty places, mmuseums,useums, ppalaces,alaces, momosques,sques, If there is one pplacelace yyouou can cchurcheshurches and bazaars it is a keepkeep goinggoing back to for a mmustust visit destination. holiday, where would it be?be? LangkawiLangkawi is so gorgeous with TellTell us hhowow you hhaveave maman-n- its white-sandwhite-sand bbeaches,eaches, blueblue agedaged to mamakeke a journey fun.fun. waterswaters andand panoramic hills,hills, yes IfIf it’s on thethe planeplane thenthen I catchcatch I could keep ggoingoing there for upup on mmyy LonelyLonely Planet of the a quick relax and recharrecharge,ge, to place,place, or a movie and somesome-- ccomeome back inspired.inspired. times it becomes work. If it’s a roadroad trip, when my kids were Tell us three good things younger, it would be songs aboutabout travetravelling.lling. andand stories, now too therethere is so Great pplaceslaces to see, interestinginteresting muchmuch to cchathat andand catchcatch up. peoplepeople to meet andand cuisines to indulindulgege in or experiment with. What has been youryour worst traveltravel moment? WhWhy?y? When you travel, what is a must carrycarry What has been youryour “Life me ek BaarBaar”” MyMy worst moment was when I landed in forfor you? moment?moment? ParisParis for a ggloballobal review meetinmeeting.g. On lanland-d- EvenEven if the blackberry gets left behind, the WhenWhen my two daughters turn and smile inging we realised the airline had not loaded the iPhone must come along, its business cum atat me – an unforgettable smile you carrcarryy completecomplete lot of bags for business class passepassen-n- pleasure.pleasure. throughthrough your life.life. Life hashas many specialspecial gers.gers. So muchmuch for travellingtravelling in comfort. I hadhad momentsmoments butbut somehowsomehow therethere is a treasure in toto bbuyuy a new set of clothesclothes for my meeting. I When and where did youryour best holidayholiday tthishis moment which nothinnothingg can replace and mademade my presentation in a formal shirt, jjacketacket happen?happen? iitt is just priceless.priceless. andand jeans. It was my worst travel experience. My best holiday was in Lankawi 2 years back. NowNow I travel with a change of clothes in mmyy What and where has been your best check-incheck-in bags. As they say every experience is As a traveller,traveller, wwhat’shat’s your tip fforor otothers?hers? bazaarbazaar bargainbargain so far?far? a learninglearning.. BeforeBefore you reach your port read a bit of the AtAt the Grand Bazaar at Istanbul, though you place,place, even on thethe pplanelane or at tthehe airport. You havehave to bebe carefulcareful of thethe prices I got thisthis WhatWhat is thethe bestbest souvenir you ever boughtbought wwillill enjoyenjoy it more and may even decide to do eexcellentxcellent handmade and paintedpainted hookah . fforor ananyone?yone? somethinsomethingg that will make that trip even more BoughtBought some ververyy nice scarves and hand-hand- sspecial.pecial. Which has been the most uniqueunique desti-desti- mademade ceramics from IstanbulIstanbul.. nationnation that you ever visited? When and A colleague/co-worker from your indus-indus- why?why? WhatWhat is your “Life me ek Baar” vacation, try with whom you would like to go on Istanbul-TurkeyIstanbul-Turkey is a landland of many contrasts. thatthat you would definitely want to go onon?? a hholiday.oliday. OneOne part ancient andand history;history; thethe otherother mod-mod- ToTo Egypt- ancient Egypt, insiinsidede thethe pyra-pyra- HolidaysHolidays are familyfamily time. I prefer not to mixmix ern,ern, so you havehave thethe HaghiaHaghia SofiaSofia andand thethe mids,mids, temptemples,les, thethe museum anandd of course workwork and family.family. BBluelue MosqueMosque and also Ikea. There is worshipworship thethe Nile.Nile. „ -2%6:,7&+ JOBSWITCH

Post: Art Director Exp: 2-4 yrs other relevant tools and sources. Exp: 1 – 1.5 yrs Company: Landscape Outsourced Location: Mumbai Will need to guide the team and Location: Mumbai Marketing Pvt. Ltd Email: [email protected] take ownership of client KPI Email: hr@experiencecommerce. Profile: Lead the art team, maintain ...... delivery. Will also be responsible com benchmarks of excellence, be Post: Account Manager/ Sr. for managing the client relationship ...... inspired to push the creative Account Manager (Servicing) Exp: 5 yrs Post: Branch Manager boudaries, mentor junior members. Company: Interactive Avenues Location: Mumbai Company: Tempest Advertising Pvt Exp: At least 5 years of experience Profile: The Account Manager Email: [email protected] Ltd with national level brands. works in conjunction with the ...... Profile: Set up a full-fledged branch Location: Gurgaon Account Director to fulfil client Post: Film Executives/Creative for Tempest in Ahmedabad with an Email: km@landscapeoutsourcing. campaign planning, execution, Assistants objective to be self sufficient with com management and analysis. This Company: Pansworld Television two years of operations...... role interfaces with our clients on India Pvt. Ltd. Exp: Minimum 5 yrs Post: Sr. Web Devloper a daily basis, and is responsible for Profile: Creative concepts, direction Location: Ahmedabad Company: Gozoop Online Pvt. Ltd. building and maintaining a strong assistance and client servicing. Email: careers@tempestadvertising. Profile: Good HTML coding is an working relationship. Exp: 1-2 yrs com added benefit. Candidate should Exp: 2-6 yrs Location: Mumbai ...... be able to handle end to end Location: Mumbai Email: [email protected] Post: Client Servicing Executive development projects and will be Email: neha.sharma@ ...... Company: Yellow Capsicum required to work with a team of interactiveavenues.com Post: Account Based Marketing Profile: Liaising with designers and PHP developers on projects...... (Sweden) printers. Maintaining and updating Exp: 1 - 3 years Post: Senior Client Servicing/ Company: Capgemini customer database. Sourcing and Location: Mumbai Group Account Manager/ Director Profile: To work closely with securing sponsorship. Supporting Email: [email protected] Company: Eggfirst Advertising and the Sweden CMO and Sweden the account manager and other ...... Design Pvt Ltd Onshore ABM to establish an team members. Organising photo Post: Business Development Profile: Lead a team of Junior offshore-onshore model for ABM shoots. Manager client servicing professionals to services to support key accounts in Exp: Minimum 1 yr. Company: Portrait Advertising and manage clients/ brands end-to-end. the region. To support the Sweden Location: Mumbai Marketing Pvt. Ltd Interacting with clients, creating CMO and Sweden Onshore ABM Email: [email protected] Profile: Responsible for new advertisement briefs, chalking out in the creation and promotion of ...... Business Development promotions media and advertising strategies, a set of ABM best practices, skills Post: Copywriter cum Ideator and conversions. Market research, media allocation, follow ups, etc. and in-a-box solutions to support Company: Akriti Adcomm Pvt. Ltd. framing policies and strategies to Understand Brands, marketing account teams. Profile: Can write meanigful and achieve the clients towards pitching environments, provide brand Exp: 6-11 yrs crisp copy for marketing collaterals Exp: 3+ yrs solutions to clients in conjunction Location: Mumbai and advertisements for varied Location: Mumbai & Delhi with the art/ delivery team Email: Pratyay.dasgupta@ segment of clientale. Can ideate, Email: [email protected] Exp: 3 - 10 yrs capgemini.com conceptualize, visualize and work ...... Location: Mumbai ...... closely with creative team to turn Post: Head - Creative Studio Email: hr@eggfirst.com Post: Sr. Media Planner - Outdoors dreams in reality. Company: Bestow – A creative ...... Company: Orienta Cine Advertising Exp: 2-3 yrs communication agency Post: Executive Training Pvt Ltd Location: Noida Profile: To lead Graphic Design Company: Social Wavelength Profile: Media planning would Email: sumitmalik@ Studio. Visualizing & Creating Profile: Will be required to work involve the planning of Outdoor akritiadvertising.com Designs. The creative head with new joinees and deliver Media which includes ( Hoardings, ...... generally woks in a team or with training program (job role training, Billboards , Bus Shelters, Transit a team and is the head of the team process training). Manage trainee Advt Pan India.)Taking Brief of so he is responsible for deciding feedback, learning assessment, activity from Marketing or client. the deadlines and timely delivery training needs analysis and all Making plans as per market with of the project/task and makes sure queries during nesting period. the best possible sites. TO ADVERTISE, CONTACT: that the creative team is getting Will be required to conduct Exp: 6 - 7 yrs Abhilash Singh enough material and brief about in-house tests to ascertain on skill Location: Mumbai (Delhi & Mumbai) Ph: 09999989454 the project. assimilation in the team members. Email: [email protected] Email: [email protected] Exp: 4-5 years Exp: 1-2 years experience in ...... Location: Post: Priyanka Foman Vadodara, Gujarat. process training in a BPO or a iPhone App Developer (Mumbai) Email: [email protected] communication agency Company: Experience Commerce Ph: 09819984998 ...... Location: Mumbai Profile: Good understanding of Email: [email protected] Post: Visualizer Email: [email protected] Mobile platforms in general [email protected] Company: Focus Circle Brands Pvt ...... and iPhone in particular. Post: To view other jobs in Marketing, Ltd Manager – Lead Generation Good understanding of Xcode Media and Advertising, log on to: Profile: Ideate on the brief & design Company: Social Wavelength development platform and iPhone http://jobs.afaqs.com some “hatke” stuff. Able to work Profile: Will be leading a team of 4-5 app development and deployment in a team & handle pressure 3. Has executives. We need to plan lead process. Objective C, Object Join us on : facebook.com/jobswitch an eye for detail 4. Proficent in generation strategy for B2B clients Oriented Programming. Good Illustrator, Photoshop & Coraldraw using social networking sites and grasp of digital platforms.

50 afaqs! Reporter, February 16-28, 2013