CCI NG 3.7 Product: ETMumbaiBS PubDate: 06-06-2018 Zone: BrandEquity Edition: 1 Page: BEFP User: sandeep.dutta Time: 06-02-2018 01:30 Color: CMYK

THE ECONOMIC TIMES JUNE 06-12, 2018 Brand New Pitch WHO'LL WIN THE FANS' CUP? The first and last match around the FIFA World Cup will be brands slugging it out for the fan’s cash and attention. Who’s IMAGINARY HOMELANDS got what it takes to win? By Delshad Irani

FIFA World Cup campaign ever to give fans “money can’t buy MAKING OF MERI experiences” like said trips to Russia and tickets to matches projected on 70mm screens closer to home. With its assets DOOSRI COUNTRY activated in over 180 countries, How a football obsessed marketer and ad man teamed up to make Coke’s World Cup offensive beats, the game accessible in time for FIFA 18 in scale and scope, every other brand in the tournament, ac- or rather especially cording to company executives. BY RAVI BALAKRISHNAN the ones whose eyes For the current edition, Coke HQ MUMBAI glaze over at the has given its country markets thought of league a greater degree of freedom to Indian advertising, like India football. These are customise everything from itself, brings its A-game when fans who get activat- on-ground activations it comes to cricket. From the ed only once in four and social content ‘Real Taste of Life’ for years, around FIFA, uring the FIFA reimagined experiences.” Cadbury, to an epic film at which point they, World Cup the Which leaves the rest of us featuring Sachin swear allegiance to biggest global reimagining our life choices, Tendulkar as a Argentina, Brazil, Germany or brands across as we sit back and watch our Godlike being Spain; those old enough to re- categories like lucky compatriots fly economy who causes member Roger Millla are still beverages, to Luzhniki. The question, dear time to holding a torch or two for sportswear,D auto, durables and reader, is what about the losers? stand everything in between, send hun- The unlucky remainder of the 3.5 still dreds of lucky individuals flying billion who will get to witness the for across the world from their home world’s greatest sporting event Adidas, countries to host nations where will have to make do with match right down to video lengths. Says to Traffic the action is at. Brazil in 2014. screenings at the pub. That's as Ricardo Fort, VP - global sports Jam and Make Russia this year. Both exciting close as you will get to experienc- partnerships, Coca-Cola, “We’ve Every Yard destinations in themselves (sor- ing the real thing. pre-developed and pre-produced Count for Nike to the ry, all the chosen ones of 2022!) However, for the 2018 edition to make sure we have agility to taut, brutal hilarity These people are picked through be part of conversations around of ‘Get Used To Tension’ various schemes from football moments like big wins, big dis- for Ten Sports, cricket is skill competitions and social me- appointments, surprising goals a dependable springboard dia contests to buying a combo that will allow us to be quick to for memorable ideas and cola pack. The initiatives are in- tailor our message.” scripts. Cameroon. It makes variably counted as one of the key It’s also taking the power of the When it comes to football business sense too aspects of any marketing plan. property onto labels for the first – globally a great source of since as SPN – Sports discov- Coca-Cola India will send over time and will leverage its biggest inspiration to the creative in- ered, there’s a football audience 300 people to soak in sights, FIFA asset under the ‘Share A dustry – India and its ad agen- and a much larger FIFA World sounds and vodka in Russia. Coke’ umbrella, which is Coca- cies typically shrug and flub Cup audience. FIFA’s global partner Kia Motors Cola’s long running flagship the pass. We have inauthentic However, the Doosri Country Meri Doosri Country is using the “opportunity to en- program. 750 ml sharing packs ads that depict hordes of crazy angle was almost left on the is true not just for hance awareness and create of Coke will carry relationship fans that yell ‘Let’s Football’, chopping block. Both marketer us but for the 175 brand affinity with FIFA even labels like Coach, Fan, Mentor, which would’ve made a whole – Kedar Teny, senior VP – mar- other countries not before we launch our products in FOR FANS WHO DIDN'T Bro (ladies, feel free to share the lot more sense if they were keting and OAP – sports at Sony participating, who 2019,” says Manohar Bhat, head - WIN A TRIP OF A LIFE- Coke), where the brand name saying ‘Let’s Cricket’. Pictures Network and ad man love the sport marketing and sales, Kia Motors used to be. The labels will also It’s this backdrop that makes Jigar Fernandes, (formerly of Kedar Teny India. In a first for India, Kia will TIME, THERE'S A TRIP feature the colours of 8 nation- ‘Meri Doosri Country’, Sony Publicis) president and content Sony Pictures Network use its partner rights to send six al teams, namely Argentina, Pictures Network – Sports’ head at Culture Machine were young aspiring footballers as TO LOCAL SPORTS BAR Brazil, Belgium, France, FIFA 2018 campaign clear they didn’t want any ele- Official Match Ball Carriers to & FREE JERSEY Germany, England, Portugal stand out and stand ment in the ad that could alien- the World Cup. and Spain, chosen for their popu- tall. The ad is a ate the audience in these times Another key sponsor, Visa ran a of the World Cup, sponsors have larity among Indian consumers. celebration of hypercharged nationalism. Shop-Pay-Go contest in partner- various plans over and above So this World Cup, fans can dis- of football Or indeed belittle the attempts ship with Amazon Pay in April. a free pint and jersey to at least play their allegiances with every fans: of the Indian football team. It was a first of its kind promotion lessen the agony of comrades sip. “We want to create buzz not even Says Fernandes, “Being a foot- by the company in the country left behind. just on air, but also on packs, on baller myself, who’d dreamt of since its association with FIFA shelves, in stores,” says Ajay playing for the country, in 2007. To participate, and be Party in the cup, Bathija, director – colas, Coca- I was wary that these For this film, I eligible, fans needed to purchase literally Cola, India and South West Asia. people should not be replicated my mental the most number of products on Official spon- FIFA World Cup 2018’s of- offended in any way. pictures. And in those, Amazon, using a Visa card of sor Coca- ficial beer, Budweiser, too, Despite what is hap- you never have 10 course. Says Manmeet Vohra, Cola has hopes fans will lift their pening, they are giv- people all wearing head marketing, India and South created specially crafted mugs that ing it their all and are the same jersey Asia, Visa, “The campaign was its largest light up when decibel levels still at it.” Jigar Fernandes aligned with Visa’s role as an en- and “most hit a trigger mark. >Continued on Culture Machine abler of dreams, aspirations and adaptable” >Continued on Page 4 Page 4 “THE MARKETING PLAN IS OUR MOTORCYCLES”

The customers should struggle RE’s Rudratej Singh on how he plans to turn the bike into a vehicle for marketing and storytelling to figure out udratej Singh, President, Royal the world and talks about a time relevant. Those are not known, ei- who follow us on our website and whether they Enfield joined the world’s oldest BY AMIT BAPNA | MUMBAI should keep and emotion, where the brand was ther in India, or in any part of the the launch event was broadcast the bikes in the R motorcycle company (in continu- at the heart of doing something world. Of course, we will sell the to our entire community. We try drawing room ous production) three years ago. Limited edition launch of fundamental, and reinforce its bikes but we will make sure that to make sure evocative stories or ride them This was after a longish stint of 18 years at a history-laden brand relevance even today. people who buy them feel and tru- are seen from the bike owner's Rudratej Singh Unilever, which has given him clear and often With Pegasus, we are creating a ly believe they are buying a piece side rather than from the President, contrarian views on the new-age marketing thousand story-telling vehicles. A work of engineering of history. They should struggle company’s side. Royal Enfield playbook. Some of it can be counter-intuitive. Pegasus is inspired by the leg- or a piece of history? to figure out whether they should For instance, launching the limited edition endary Flying Flea motorcycle Royal Enfield (RE) in India is an keep them in the drawing room or The Royal Enfield Playbook Pegasus motorcycles with the belief: “We are manufactured at Royal Enfield’s established brand, but it is early ride them. The industry believes in product- creating a thousand story-telling vehicles facility in the UK during World days in the other 50 markets led growth. We have said while with Classic 500 Pegasus.” Or the stance War 2. Conceived as a tribute to where we are present. There we The tales the bikes can tell we will do innovations, it will be of staying away from quintessential auto- Royal Enfield’s military heritage, could well be a shirt or a bike. The marketing plan is our mo- around the brand. We don’t need marketing tactics which is mostly around “a the recent U K launch even saw the Also, it was important to bring torcycles. They will create to get on the hedonistic treadmill highly involved consumer and highly trans- Pegasus Regiment para-troopers out the attributes of RE brand – their own layers of storytell- of product innovations. actional companies on the other side.” Brand being air-dropped. The idea is to pedigree, resilience, ruggedness ing. We have 2.5 million people >Continued on Page 2 Equity met him on the sidelines of the limited bring that story which cuts across - which are still what make us edition unveiling. Excerpts DEPLOYED DURING THE SECOND WORLD WAR THE LEGENDARY FLYING FLEA MOTORCYCLE CCI NG 3.7 Product: ETMumbaiBS PubDate: 06-06-2018 Zone: BrandEquity Edition: 1 Page: BEPER1 User: sandeep.dutta Time: 06-02-2018 01:29 Color: CMYK

“If you’re looking for the next big thing, and MADE FOR INDIA 2 you’re looking where everyone else is, you’re THE ECONOMIC TIMES JUNE 06-12, 2018 looking in the wrong place.” — Mark Cuban

BY INVITATION Trust does not have to be a function of time or be absolute, argues Leo Burnett’s Dheeraj Sinha “A lot of people have opinions Can you hack and I don’t think they all matter”

your way to trust? Tennis player Sania Mirza makes news for her skills on the court as well as off it – whether for her brand endorsements, her prolific Trust is a complex subject. Yet for brands and that you have known the person for a long businesses, it’s one of the most desired and time. If the sum total of those interactions social media interactions and even the occasional controversy. discussed constructs. There are two spe- is positive, you believe it’s a relationship cific notions about trust that we need to of trust. That’s how perhaps quick dates In an exclusive chat with Brand Equity, conducted before the reconsider. The first is the time view of lead to relationships. Positive familiar- trust: that it takes ages to build. In fact, it’s ity lulls you into trust. Brands wanting to recent ‘chicken’ controversy, she holds forth on endorsements and the frequency and quality of experiences build trust must interact with people as responsibility, her social media policy etc. By Amit Bapna that builds trust, not the time elapsed. often as they can. The second notion that needs busting is the absoluteness ascribed to trust – that either Using other’s positive experiences to build SANIA MIRZA you have it or you don’t. Trust is not a binary trust amongst the fence-sitters: Trust is a pat- fast5 with construct, it’s a continuum. The amount of tern of experiences; it could be yours or the trust needed for a relationship to click is a expressed experiences of others. A part of The check-list Whose responsibility is it, anyway function of one’s potential liability or the de- this strategy includes pretending the mo- Whenever I have endorsed Every time we endorse a brand we cannot get onto gree of risk involved. I may trust you enough mentum. Brands in markets such as India to buy a mobile accessory but not enough to must pretend that they are already a suc- a brand, I have to like it. As the technical details of it. We can’t go into the factory buy a car from you. Just as I may trust you cessful phenomenon. The consumer, for I have gotten older, I am and check each and every piece produced or the enough to discuss work prob- whom the cost of going wrong working with (and want to ingredients. I really don’t think a celebrity has that lems but not enough to discuss BRANDS IN is higher than the reward of work with) brands that I much control. Ultimately you are signing contracts personal ones. being an early adopter, waits understand and can connect with people who you think are trustworthy. In the last decade, there are for the signals that the brand MARKETS with. Otherwise it won’t even many examples of brands has crossed the chasm. Many and even public icons who SUCH AS others adopting a behaviour come across as real. have managed to quickly INDIA MUST makes one feel that one is in a scale up the public-trust lad- safe boat. Popularity is a good der. Patanjali, one of the big- PRETEND THAT surrogate for trust. Brands gest brands of FMCG today is THEY ARE must build an aura of success. not more than a decade old. It must command some degree ALREADY A Effectively dealing with a breach of trust to clock a revenue of SUCCESSFUL of trust: What happens when over `10,0 0 0 crores in just a few there’s a breach of trust? Endorsement diary years. Similarly, Narendra Would you be there to lis- PHENOMENON CURRENT ROSTER THUMB-RULE Modi, who hadn’t been on the ten and sort things out? In national stage for more than half a decade, relationships, how we respond to differ- Between 7-10 brands We try not to give garnered enough trust amongst the people ences, goes a long way in building trust. MOST RECENTLY SIGNED more than 3-4 days of the country to be sent to parliament with Similarly, for brands, how we address Centuary mattress for a brand in a year. 282 seats in the 2014 elections. Many brands grievances and complaints plays a big role There are some that such as Ola, Amazon and Sensodyne that in building trust. Do you have a number need just 1 or 2-day have become a part of our everyday lives are that I can reach you at, do you have a ser- #YesFilter commitments. less than five years old in India. vice centre which will fix my product, do There have been few brands This means we can hack our path to trust. you say sorry when things go wrong, is we have said no to, since it did Since it doesn’t necessarily have to be all or there a precedence of you having treated not go with the image I have nothing, we can build it in small measures others well? A breach of trust can build and catalyse our speed to get there. There trust, if handled constructively. and what I stand for. I can’t do are three strategies to do this. Unfortunately, trust is seen as an out- just about anything. I’m not an Top: the controversial come of several decades of good karma. actor so I don’t (and can’t) act. I poultry ad , Right: High visibility around a brand is a quick way The truth is that trust is something that have to feel it. Centuary mattress ad to build trust: You meet someone every day can be actively worked upon. Brands can and your mind tricks you into believing quickly scale up their trust quotient by building positive familiarity, posturing Social media is a great way to tell people WHEN I’M PLAYING TENNIS, I SIGN OUT OF ALL momentum and turning the moment of Social breach into a moment of renewed trust. directly what I think about many things. It SOCIAL MEDIA. As a policy, I don’t read mentions simply The author is the MD – India and chief media is coming straight from me and not a third because lot of people have opinions and I don’t think they strategy officer – South Asia at Leo Rule-book person, which I think is very important. all matter. I don’t take either praise or criticism, to heart. Burnett. Views expressed are personal

Continued from Page 1 >>

In a world of planned obsolescence, a background of 18 years of trying to be Royal Enfield is trying to establish The marketing plan... the world’s best marketer, I’m convinced purposeful longevity. So, whether it is a that in Royal Enfield we want to be the 1968 model or 1968 story or a 1945 story, best CRM company. Primarily because we will prove that motorcycle and that of the futility of what I have seen for 18 story are still relevant. I do not want to make the customer feel the next year that there is something better we have launched than what he bought from us. Mobile companies do that every six months, automotive companies do it every four or five years.

Marketer’s ‘Mann ki baat’ The changes in marketing and agency THE AUTOMOTIVE structures is a ref lection of what has al- ready happened over a decade and a half INDUSTRY TODAY IS MADE back, from the consumer point of view. OF A HIGHLY INVOLVED There has been a resistance to change CONSUMER AND HIGHLY from the client. It is just easier to aggre- gate people and think they’ll behave in Rudratej Singh at the Classic 500 Pegasus launch event TRANSACTIONAL COMPANIES the same way. The system collapsed be- seeing any returns. Let me pull out.” rative. I had said three years ago, we’d years. I think, going forward, the con- cause the return on marketing invest- rather become the world’s best CRM cept of CRM which currently is level-9 ment became very obviously negative, New age ‘áuto’ marketing company than become the world’s best in the order of importance, will become and with the macro factors of business The automotive industry today is made marketing company. And I come from a level-1. CRM is currently under-lever- getting impacted at the same time, it of a highly involved consumer and company where at that time – the stated aged and clunky and transactional.

ANIRBAN BORA ANIRBAN was an obvious reaction from the client highly transactional companies. We objective was to be the world’s best mar- That’ll change. – “I don’t have the money and I am not are trying to stay away from that nar- keting company. Because I come from [email protected] the twitter

index 1) @NokiamobileIN 2)@oppomobileindia 3) @kingfisherworld 4)@Vivo_india 5)@castrolcricket NokiamobileIN encouraged fans to support Adding excitement to the finals, @op- Continuing its incredibly successful Promoting its #OnTheGo series on Hotstar, where South Africa’s AB de Villiers took PRESENTING THE BRAND Kolkata Knight Riders (@KKRiders) fight- pomobileindia held the #RealChampion #KFPrankLeague, @kingfisherworld asked people can see what fans think about teams, @Vivo_ to social media to announce ENGAGEMENT INDEX AS ing for the third spot, by sending creative contest during big match breaks and fans to share their prank ideas, watch them India has been tweeting about local flavours of the IPL retirement from all forms of ON MAY 30, 2018 cheer using #PlayUnited and tagging @ urged fans to answer questions with come to life, and stand a chance to win team cities. With SunRisers Hyderabad reaching the international cricket last week. @ NokiamobileIN, to show their love and #RealChampion & #StyleYourPlay to win goodies. They delighted fans by actually finale, the #OnTheGo episode spoke to fans based in castrolcricket took this opportu- The Twitter Cricket Index stand a chance to win 10 brand new Nokia amazing giveaways. In an interesting tweeting funny videos of the suggested Hyderabad to understand the chances of the team win- nity to share a tribute to AB de looks at the live list of all ad- devices and signed KKR merchandise. They twist, @oppomobileindia also Tweeted pranks, and tickled many a funny bone. ning. @Vivo_India has been keeping up the momentum Villiers, also known as Mr.360, for vertisers on the platform and measures the total number received an incredible response, with over unique features of the #OPPOF7 Making interesting use of the conversa- with its season long contest #PerfectFan and reward- his all rounder skills and gained of user engagements with 10,000 likes and close to 50,000 video smartphone via live commentary of the tional video cards, @kingfisherworld also ing prizes like match tickets and smartphones, by en- significant traction. As India was all the tweets that they sent views. @NokiamobileIN also encouraged matches. These tweets were accompanied asked fans how they tweet their choices- couraging fans to use #VIVOIPL and #PerfectFan while ready to witness the big night, @ out that week - specifically fans to celebrate a 15% discount on the new by captivating visuals of cricket players like celebrating the #GoodTimes when talking about cricket. Lastly, Vivo India kept Sunrisers castrolcricket asked fans to opine this is a sum of all the replies, retweets and favourites Nokia 6.1 and Nokia 8 Sirocco by using a and highlighted special features of the their team is on a roll by either staying in a Hyderabad and Chennai Superkings fans engaged by on who they thought would make across all tweets that week. special KKR code. smartphone. place or moving all around. sharing live updates basis the IPL finale. it to the finale. CCI NG 3.7 Product: ETMumbaiBS PubDate: 06-06-2018 Zone: BrandEquity Edition: 1 Page: BEPER2 User: sandeep.dutta Time: 06-02-2018 01:35 Color: CMYK

“Give a girl the right shoes, and she can GLOCAL BUZZ 23 THE ECONOMIC TIMES conquer the world”. — Marilyn Monroe JUNE 06-12, 2018

SIDETAKE ‘In the past, we sold what we made Advertisers are starting to ditch Samantha Bee and hoped people would come’ over her snipe at Ivanka Trump

PHOTO: BHARAT CHANDA Companies are starting to pull Bata group CMO wouldn’t usually have come in. way. How do you view this situation? their advertisements from On the plus side, it generates atten- comedian Samantha Bee’s CMO slambook Thomas Archer What’s been the biggest change in in tion and recall. If anything, it creates “Full Frontal” program on TBS your approach? a great contrast. The movie situation after Bee called Ivanka Trump Bata on making the In the past, we sold what we made last year (there was a disparaging a “feckless c***.” There was and hoped people would come. Now reference to Bata in Jolly LLB 2) was fierce backlash over Bee’s traditionally stodgy we are more customer focused. We interesting because people came to remark which aired recently, shoe brand, stylish go out and understand what people our stores and were pleasantly sur- and the comedian released want. Our customers are mostly prised. They said ‘this is not what I a statement apologizing n Bata’s recently launched film, middle class families with kids who remember at all.’ to the first daughter. Soon, actor Kriti Sanon starts off talk- want great value and comfort and It’s difficult to limit pop culture. We advertisers began to flee, ing about the things Bata has also to look good. And then we work look at it in a positive sense and try CNN reported. Autotrader, traditionally been associated that into our products. For instance, to twist it to our advantage. When the automotive-classifieds with: ‘school shoes’ and footwear European design was perceived there’s an extreme example, like be- website, said in a statement Ifor ‘mummy’. It ends with the as more premium and modern in ing in a big movie release, we have to according to CNN: “We will not actor buying twenty pairs for India, and so we brought that here. be a more sensitive but it generates run Autotrader advertising on herself (and only a couple for Ma). It’s part It’s not much more complicated publicity and recall. Perceptions Samantha Bee’s show moving of the transformation afoot at Bata, with the than understanding what value and change over time and I hope that in a forward.” The insurance gi- charge led by current CMO and fourth genera- aspiration means and what makes few years, they will be talking about ant, State Farm, told CNN that tion businessman at the family owned brand, consumers happy. OUR STRATEGY us in a different way. Thomas Archer Bata who fielded questions on We have a concept called ‘comfort- changing Bata’s stripes and lots more. able with it’: one should be com- IS TO BE A LITTLE What do you consider your fortable in one’s own shoes, if you biggest success? Are you on track to achieve the $1 bil- will. We localise that universal PROVOCATIVE We’ve had a great success with lion by 2020 revenue target? insight, communicating through our brand DNA extremely well; it’s Power. Two years ago it was not a We expect to grow double digits this traditional channels and heavily very modern, comparable to some- performance brand. Today we are year. At that rate, it will take four or via digital. thing like Zara. We are rolling out selling shoes at `3000 plus. five years. Last year we were about this format here in India. The second it asked TBS to suspend its $385 million in India. It will take A few of your ads from Comfortable element is sales staff. The only rea- And your biggest failure? advertisements as well. “We very bold moves in terms of picking With It got a lot of flak in Pakistan son you will visit a shoe store in the As general manager in Chile, South constantly review programs winners correctly, among brands and India. How do you resolve such future is if there’s a service proposi- America, I got behind a big launch in to ensure alignment to our and distribution channels, and situations? tion: else you will buy online. We’ve the men’s comfort space. They were programming guidelines and then doubling down on them. Our strategy is to be a little provoca- been investing more in developing beautiful shoes, very premium. But brand values,” State Farm’s We are making progress. tive. Sometimes, people step over experienced expert sales staff. The it wasn’t what the consumer wanted. statement read. The largest sport shoe in the line and in those cases, we take customer can give feedback every The shoes didn’t sell and we finally Bee’s comment was couched India by volume is Power. actions to rectify the situation. We time they visit a store which lets us had to mark them down to get rid of in a broader criticism of a Fortunately for us, the com- don’t want to cause offense. But we create a net promoter score. It helps them. I was not very happy about photo Trump posted of herself petition has not been very do want to provoke. immediately take action. By pushing that, as you can imagine! with her child over the week- successful for whatever the store manager, training them or What it taught me was you need evi- end. That photo was seen reason, perhaps because The retail experience at Bata so far worst case – finding new staff. The dence. Before you jump out there in as tone-deaf among some they haven’t understood has been wildly inconsistent. Are you consumer turns into our eyes since the cold, you need to do focus groups observers, as news about the the market correctly. The changing that in any way? we can’t be in every store every day. and online consumer groups, physi- Trump administration’s policy traditional comfort area and We have millions of people in our cal testing… When you are manager on migrant children gained children’s footwear are complete- stores every week. That’s where we Bata, for better or worse, is considered or CMO, instinct is great to get you new momentum. Responding ly underdeveloped. With the largest can either win or lose the customer. an Indian brand. It is used in pop cul- the idea, but only up till there. The to the photo, Bee said “Do child population in the world, it’s a Our new store concept Red embodies ture, but usually in a not very flattering more validation, the better. something about your dad’s logical place to focus. immigration practices, you Our challenge remains to at- What’s the strangest customer request feckless c***.” The comedian’s tract the younger demographic. you’ve received? remark came just hours after We’ve introduced new ranges like (Laughs) We once had gentleman Roseanne Barr’s self-titled Power XoRise, the Red Label range with one leg who wanted to pay TV show was cancelled over and have tied up with celebrities half since he was buying only one a racist comment she made like actor Kriti Sanon and Smriti ‘Surprisingly shoe. I had a hard time telling him I about a former Obama admin- Mandhana, the vice-captain of Bata’ film star- wouldn’t be able to sell the other shoe istration adviser. the women’s Indian cricket team. ring actor Kriti to anyone else. Source: Business Insider Sanon We’ve attracted customers who [email protected]

BY INVITATION Targeting and segmentation are crucial strategic tools, but have to be handled with care, says Genius Steals’ Faris Yakob They’ve Got The Power A young team from Curry-Nation win the second edition of Power of Print Segment ... with caution THE WINNER

We live in an age of individuality. We I recently spoke at a How Brands market consumer products. Some are taught that we are unique and Grow event in The Netherlands decisions must be made to maxi- thus exist at the centre of our own with Professor Byron Sharp. His mise efficacy of budgets and some- world, with a mandate to craft our thesis, supported by a trove of data, times age is a useful filter. As WPP own identity, gender, and life to is that reach trumps targeting and ad guru Jeremy Bullmore once CHANDA BHARAT PHOTO: maximise our happiness. that brands should buy the largest pointed out, “Preparation H (hem- This filtered into advertising as amount of the highest-quality expo- orrhoid cream) is of limited interest all cultural ideas do. Digital media sures against all category buyers. to a bunch of twentysomething cre- The winning comes with surveillance, your ev- This seems to suggest that segmen- atives, but it is of incredible interest entry in ery click is tracked. This creates an tation beyond ‘category buyers’ to someone with piles.” the second ever evolving profile of our online is unhelpful and indeed that can Broad generalisations can be edition of the behavior, our likes and friends, our sometimes be the case. more dangerous than helpful be- Power of Print shopping habits, and our darkest We worked on the segmentation cause the answer must always competition secrets and dreams. Things that strategy for one of the world’s larg- depend on the brand and context. was created we would never tell anyone, we will est CPG brands. Almost everyone Fundamentalism and orthodoxy by Viplaksh Mehta and type into a search engine. buys from their category and so are always unhelpfully rigid. The winning team from Curry-Nation: Viplaksh Mehta (left) and Sushant Data scientist Seth Stephens- distinctions of age and gender are Bullmore provides a counter ex- Sushant Ainapure (right) Davidowitz, author of Everybody mostly unhelpful, relics of a media ample, in an anecdote about a friend Ainapure from Lies, used Google data to explore industrial complex that happens to who bought an Aston Martin in his Paul, BBDO; Keegan Pinto, FCB Mumbai-based those dreams, and discovered that sell that way. Instead, like many in- mid-forties because of an advertise- BY PRIYANKA NAIR | MUMBAI Ulka; Malvika Mehra, Tomorrow independent “The top search for ‘my husband creasingly do, we favor behavioral ment he saw when he was fourteen: Creative Lab; Raj Kamble, Famous agency Curry- wants’ in India is ‘my husband based segmentation. To maximise “That Aston Martin advertisement he winners of the Innovations; Rashi Goel, Nestle Nation wants me to breastfeed him.’” growth, brands should target all was delivering a return thirty years second edition of and Zenobia Pithawalla, Ogilvy & From this data emerged program- category buyers, who buy from a after it first appeared.” Power of Print, Mather. JUDGE SPEAK matic advertising and retargeting, portfolio of brands, and encourage India is a vast, diverse coun- an initiative by The team from Curry-Nation, an the kind that chases consumers them to buy more of their brand. try with a growing economy. As the Times Group agency set up by veteran creative around the web. This is a strategic This makes more sense than try- William Gibson said, the future Tin partnership Priti Nair, worked the brief for confusion because ‘personalized ing to convince heavy buyers to buy is already here; it’s just not evenly with Nestle are three days. Mehta, the copy part advertising’ is an oxymoron. It is more since they are already buy- distributed. The emerging middle Viplaksh Mehta and of the team, felt the brief direct marketing, which is differ- ing a lot. Targeting them is known class has new interests and media Sushant Ainapure, a copy reminded him of school: ent. Google searches tel l you what is as the heavy user fallacy.Trying consumption behaviors. Television and art team from Curry- math textbooks, equa- already in demand, they do not cre- to convert category rejectors is a has the deepest penetration but Nation. Last Friday, at the tions, and the simple meth- ate demand, which is the function much tougher advertising task. while it is 87% in cities, it is only 52% Kyoorius Creative Awards ods that helped him crack of advertising. The ultimate expres- People are more similar than dif- in rural India (BARC). That leaves a in Mumbai, this young those problems. It was easy RAJ KAMBLE RASHI GOEL sion of this paradoxical idea was re- ferent, if you zoom out enough. It’s at vast population of people who do not team from a Mumbai- from there, he informs us. founder and chief VP – consumer connections cently articulated as “mass one to this level that advertising operates. see any TV. Innovations such Jio’s based independent Ainapure wanted to creative officer, Famous and ecommerce, Nestle one marketing” by Marc Pritchard, However, not all brands are mass free data offer brought 4G to more agency showed they keep the imagery the chief brand officer of than 100 million people, many of had what it takes simple, and give a THE IDEA WAS BANG THE IDEA HAD A DEEP P&G. He intuitively under- who are coming online for to beat much clear focus to the stands that it isn’t advertis- the first time, on mobile, larger, more well copy. The duo liken ON. I PERSONALLY REFERENCE TO INDIAN ing he’s talking about, but his without any preconceptions. entrenched com- themselves to Jai THINK IT IS A CULTURE. IT WAS vision seems to belie his role as With an environment chang- petition. It was and Veeru from the CAMPAIGNABLE IDEA. NOSTALGIC, TOO. IN OUR the guardian of their brands. ing this fast, targeting and proof that when it classic Bollywood Brand advertising works as segmentation remain cru- comes to ideas, size film Sholay. They fine THE ART BALANCED COUNTRY, WE ARE TAUGHT a socio-cultural stimulus - it cial strategic tools, but the and pedigree do not tune each other’s ideas THE COPY PERFECTLY. HOW TO SOLVE PROBLEMS. makes things sellable, rather goal isn’t ‘mass one-to-one’ matter as much as insight and have their share of fun, THE CLARITY OF THE WINNING ENTRY than selling things directly. It cre- - we don’t want to be breast- and creative chops. The brief was while they are at it. The duo will now THOUGHTS IMPRESSED CONVEYED THE MESSAGE ates a reliable signal in the market fed sales messages. It’s to tough: Help Parents Know Good attend the Cannes Lions Festival of by virtue of being visibly expen- create an idea that reso- Food, a print ad that would encour- Creativity this year, besides seeing ALL OF US WITH A SIMPLE YET sive and thus generates price nates in culture. Ideas age parents to seek out informa- their work run across Times Group EFFECTIVE THOUGHT inelasticity that allows that work are the ones tion on healthy food and nutrition. publications. A WORD OF ADVICE: brands to command pre- worth talking about. To get to this stage, the winners The runners up in the context READ THE BRIEF OVER A WORD OF ADVICE: BE mium over time. The author is beat over 800 entries from agencies were Trisha Dutt and Yadhu Priya A HUNDRED TIMES. VISUALLY RICH. DON’T JUST It means advertising co-founder of across the country. They impressed (Brave New World) and Ganesh YOUR SOLUTION WILL BE CLEVER AND GIMMICKY has be broadcast, but Genius Steals. a panel of judges that included Sripriya and Fauzan Malim from how broadly? The debate Views expressed are Amer Jaleel, Mullen Lintas; Josy FCB Interface. BE RIGHT THERE FOR THE SAKE OF IT personal raged across the world . BORA ANIRBAN CCI NG 3.7 Product: ETMumbaiBS PubDate: 06-06-2018 Zone: BrandEquity Edition: 1 Page: BEPER3 User: sandeep.dutta Time: 06-02-2018 01:29 Color: CMYK

“Football is a game of mistakes. Whoever makes CLASSIC BE 4 THE ECONOMIC TIMES the fewest mistakes wins” — Johan Cruyff JUNE 06-12, 2018 What They Liked and Didn’t Brand Equity gets a bunch of marketers to pick their best and bekaar of this year’s IPL ads. By Amit Bapna

MANSOOR ALI YOGESH DUTTA ABRAHAM ALAPATT CHIEF SALES & MARKETING COO, CP PLUS INDIA PRESIDENT & GROUP HEAD – OFFICER, HAMDARD MARKETING, THOMAS COOK INDIA

Best: Swiggy Best: Vivo The ‘no order too small’ I loved the Aamir (Khan) and his dog + cat campaign for Vivo. series is brilliantly done. Very Beautifully done and executed and delivers the specific features simple yet engaging non- of the phone in each of the ads for the face recognition, selfie verbal situations, cheeky camera etc. ones that make you smile. It’s Best: Swiggy simple yet powerful and cuts The Swiggy ads have been, very apt, experiential and with clear communication strategy through the clutter. It makes Bekaar: Jio - relevant for IPL times. The overall execution of the ad has been done in very subtle way, you keep wondering what Honestly, this was tough because which manifests the core brand communication on faster ordering and delivery. the next ad will be. Swiggy there are so many. The Jio ad with has got into people’s lives Deepika takes the cake as she Bekaar: with ease and makes the no is completely wasted in the ad, Policy Bazaar frills proposition of quick with a shoddy Bollywood type While the campaign tried ordering of food, in whatever dance with Chennai Super Kings to bring a funny element portions so engaging. and Mumbai Indians doing the to a serious category, the The Swiggy 'little bit of done-to-death moves. Too much overall execution lacked Bekaar: Relaxo Bahamas home’ ad is brilliant too, money spent with mediocre crispness. Akshay’s talent In the Relaxo Bahamas ad featuring Salman Khan, nothing with simple loveable results, just adding to the clutter could have been used makes sense - line or storyline. “Keep Chillin, Keep Flippin”- it characters and nuances. and noise. Not impressed. efficiently and effectively. has no context, no humour, no product features, no recall.

Bekaar: JIO Best: Share a Coke The Jio ads during the IPL did not have a clear This ad is an enjoyable execution AMIT TIWARI messaging. The one single proposition of what SRIVATS TS of the ‘share a Coke’ campaign. It VICE PRESIDENT the brand is trying to communicate was totally VICE PRESIDENT shows a father and son bonding MARKETING, HAVELLS MARKETING,SWIGGY missing. Moreover, the actual play in the ad while on a journey via train. seemed a little theatrical and This very Indian real situation lacked the connect. is relatable – for both those for whom train journeys bring back memorable childhood experiences, and for whom it’s an integral part of life now. The charming music adds to the appeal, and the modern context is brought in by the ‘’friend request’’ and social connect. All Best: Swiggy in all a simple but memorable The Swiggy ad was very apt to the IPL occasion. The messaging was clear, concise, sharp, and delivered the execution. brand proposition of convenience and fast delivery very accurately. The format of the ad itself was very easy to (Srivats TS opted out of comprehend and matched the IPL context with its short ad runtime, minimum order and quick delivery. picking the Bekaar ad)

Continued from Page 1 >> SIDETAKE While not available for pur- its “most customizable film chase yet, fans’ response Brand New Pitch... in the world” with special Imaginary Homelands... The world's has prompted Budweiser edits for different interna- largest diamond to push for sales through tional markets. The sports- ecommerce. Says Kartikeya wear major is kit sponsor SPN- Sports' Teny adds, “When you not actually playing. The clichés of miner shifts to Sharma, marketing direc- for 12 of the 32 teams (that’s 2 hit on an idea that makes you slightly the football commercial like young keep up with tor, India and SE Asia, AB more than Nike), including uncomfortable, it means you are in kids landing a goal with a header, are InBev, “India is one of our Germany and Spain, and the right space. We realised we needed missing. Teny says: “We wanted it to millennials top 5 markets for Budweiser has on its roster top play- to proceed fearlessly.” be about the largeness of the event and the exact same tool kit ers like Lionel Messi, Paul Teny and Fernandes were involved without being larger than life. Every activated across the world Pogba, Gabriel Jesus and with the commercial to an unusually situation was viewed through the lens will be in play here. With Mesut Ozil. In the past, the personal degree. It marks Fernandes’s of ‘does this happen in a fan's life?’” some differences given brand has created some of debut turn as director and Teny, a Fernandes adds, “I replicated my men- the unique local business the most popular World Cup marketer with stints across Airtel and tal pictures. And in those pictures, environment.” Like strict campaigns like Footbalitis McDonald’s to his credit, landing his you never have 10 people all wearing regulations governing ad- and The Quest, the latter the same jersey.” It involved oddball vertising of alcohol and the features football legend instructions to set designers. Used to The world's largest diamond fact that the brand couldn’t Zinedine Zidane and Messi. making things look well-aligned and miner just confirmed that the procure the required licens- But perhaps its most ‘viral’, polished, they had to specifically be impact of lab-grown diamonds es to launch ‘Bud Boats’, ‘interactive’ and ‘immer- instructed to leave shirts un-ironed is real. De Beers had vowed in party barges where fans can sive’ piece of work emerged and not stick a poster in a perfectly the past never to sell artificial watch matches. Similarly, when Uruguayan star perpendicular manner. stones. It announced the launch Budweiser will take over Luis Suarez bit into Italy’s For the voiceover, Fernandes went of a new company that will 1500 hotels in Russia, where Giorgio Chiellini’s shoulder. beyond the available talent pool to the- exclusively sell lab-grown dia- 35 ‘lucky fans’ will get to In an India-exclusive ini- Gopinath, brand market- Fans wanted their pound of EVERY SITUATION WAS atre artists who’d never done such as- monds. This goes against every- stay at one of these ‘Bud tiative, long-time FIFA ing director, Adidas India, flesh bitten off by Suarez, signments before. He says, “I wanted thing it had formerly said about Hotels’. Taking the idea to brand partner and official “the FIFA World Cup is our too, who featured promi- VIEWED THROUGH THE someone facing this for the first time man-made stones. "De Beers' its logical conclusion will be sponsor of the World Cup, brand moment. 2018 will be nently in some aggressive LENS OF REALISM to get a degree of rawness.” He found focus is on natural diamonds," Bud Homes, (a term not yet Adidas will release 100 spe- exciting also because digi- Adidas outdoor ads. In 2014, it, strangely enough, in his client. He Simon Lawson, the current in official use though). This cial GIFs in collaboration tal has grown and matured the road leading to Rio’s first assignment as voiceover artist. says, “Is Kedar a great as a voiceover head of R&D at De Beers, told gives Budweiser the oppor- with WhatsApp. The over the last four years. Copacabana beach turned Fernandes was an accidental direc- artist? No, but it’s 90% there and that’s Bloomberg in 2015, CNN Money tunity to step up home-view- Facebook-owned We will do what we into Disney Land for selfie tor, stepping behind the camera after what we wanted.” The tone of the reported. "We'd not do anything ing experiences and turn messaging plat- call ‘moment addicts. Adidas responded the designated director pulled out script was conversational and “not that would cannibalize that living rooms into fan zones. form is where, marketing’, by removing said posters at the last minute. He recalls, “I told written like shayiri” as Fernandes industry." Only “influencer” homes the sports- which is tap- from all sites. Kedar, ‘we need a new director’. He puts it, a subtle dig at the highfalutin The new company Lightbox are eligible though. wear major asked me who I had in mind and I said, poetic films that were the rage in ad- Jewelry is aimed at millennial expects, ADIDAS EXPECTS THE BULK OF ‘I’m seeing this in my head…’ He cut vertising not so long ago. shoppers who are increasingly How deep is your love? the bulk of me short and told me to do it. The only ‘Meri Doosri Country’ has been con- choosing to buy alternative kinds Say it with a GIF conversa- CONVERSATION AROUND THE thing he wanted was for the film to ceived as a 360 campaign with every- of diamonds. The jewelry, costs Brands are also respond- tions and FIFA TO BE ON WHATSAPP connect.” Boosting Fernandes’s confi- thing except AR and VR. On Facebook between $200 for a quarter- ing to the needs of fans of banter around dence was producer Radika Sawhney pages, people have already begun carat stone to $800 for a one- different ages, genders and the tourna- ping into micro Perhaps next time in- of RPF who said she’d give him the coming up with their own ‘doosri carat stone. According to a Morgan feathers, from purists to pre- ment will hap- moments.” From stead of wiping Suarez’s best available production crew. country’ stories. Teny says, “We can Stanley report cited by Forbes, tenders. Sharma believes pen. Given goals to fouls (here’s face off hoardings, brands The film was shot across three days only show them the spirit; the adop- lab-grown diamonds could take this cup calls for content WhatsApp’s looking at you, Senor which find themselves in in 20-hour shifts and starred 850 peo- tion is up to them. People own ideas, 7.5% of the total market share by that’s more democratic and popularity in Ramos) everything similar situations during ple, (including Fernandes’s father and not ads.” What they’ve landed on with 2020. De Beers CEO Bruce Cleaver personalised to fans’ inter- India, which cuts will be amplified World Cup 2018 should em- brother as part of the cheer squad). ‘Meri Doosri Country’ is a universal positioned these diamonds as an actions, which gives people across consum- on social and dark brace it. These are, after all, Fernandes was keen on the film being thought. Teny says, “It’s true for us affordable alternative — one that the opportunity to celebrate er classes, it’s social. money can’t buy experiences. as real as possible and so it features and the 175 other countries not partici- is not "forever" but that is ideal for or commiserate and partici- smart play by World Cup 2018 For everything else scratch fans arguing about, watching, cel- pating, but who love the sport.” "right now," he said. pate in banter the way they Adidas India. will also see card to win. ebrating or mourning their favourite [email protected] Source: Business Insider wish to. Says Amrith Adidas launch [email protected] teams – but, significantly enough,

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