Jam Sessions Look Inside for the Sportspersons Who Could Become

June 1-15, 2012

Volume 1, Issue 2

`100

Look inside for the sportspersons who could become star endorsers after the London Olympics.

26

PLUS

SATYAMEVA JAYATE

34

12

8

22

Beginner’s Luck?

29

SAB TV

No Laughing Matter 32

IPSOS SURVEY

Sex and the Cellphone 33

PROFILE

TIMES OF INDIA

DEFINING MOMENTS

Sanjay Thapar

Jam Sessions

Shubha George

RAM

Bates’ new CEO has his work A traffic-stopping

MEC South Asia’s COO and her winning ways.

Listening Posts

35

cut out.

commercial for Kerala.

EDITORIAL

This fortnight...

Volume 1, Issue 2

EDITOR

Sreekant Khandekar

ccording to a recent report from Nielsen, Olympians dominate the top five most effective male athlete
A endorsers, while tennis players dominate the top five most effective female athlete endorsers and retired NFL football players constitute three of the top five most effective commentator endorsers in the US.

PUBLISHER

Prasanna Singh

EXECUTIVE EDITOR

Prajjal Saha

That, unfortunately, is not the case in India if one just goes by the money spent –
India still does not have a reliable ‘effectiveness’ index - on brand endorsers who are sportsmen. It’s unimaginable to think of endorsement deals in India with sports other

SENIOR LAYOUT ARTIST

Vinay Dominic

June 1-15, 2012

Volume 1, Issue

2

`100

LOGISTICS

than cricket – and to a certain extent, tennis. To repeat an oft-repeated lament, cricketers are the only sportspersons who enjoy a high patronage amongst brand marketers in our country.

Rajesh Kanwal

ADVERTISING ENQUIRIES

Neha Arora, (0120) 4077866, 4077837
Noida

But it is also a fact that marketers are always scanning other sports for that elusive celebrity. There are many reasons for this. First, the non-cricket sports celebrities will come cheaper and will also be a clutter-free option for their brands given the fact that a few cricketers endorse brands in each and every category.

Khushboo Varadkar, (022) 40429702-5
Mumbai

[email protected]

Marketing Office

B-3, First Floor, Sector-4, Noida-201301.
Tel: (0120) 4077800.

Look inside for the sportspersons who could become star endorsers after the London Olympics.

26

The Olympics is one sporting event which is expected to throw up a few new names to the advertising circuit and all marketers are keeping a close watch on the biggest sporting event in the world. In this issue, we have tried to predict a few sports personalities who are expected to make it big both at the Olympics and the brand endorsement circuit.

PLUS

SATYAMEVA JAYATE

Beginner’s Luck?

34

12

8

22

Mumbai

29

SAB TV

No Laughing Matter 32

501-502, Makani Center, 5th Floor, Off Linking Road, Bandra (W),
Mumbai - 400050

IPSOS SURVEY

Sex and the Cellphone 33

PROFILE

Sanjay Thapar

TIMES INDIA

DEFINING MOMENTS

Jam^OS^Fessions

Shubha George

RAM

Bates’ new CEO has his work cut out.

A

traffic-stopping

MEC South Asia’s COO and

her winning ways.

Listening Posts

35

commercial for Kerala.

Tel: +91-22-40429 709 - 712

Bengaluru

S-1, New Bridge Corporate Centre,
777 D, 100 ft Road, Indira Nagar,
Bengaluru - 560038, India

We ﬁrst spoke to the leading sports editors of the country to ﬁnd out their favourites among the Indian contingent for this year’s London Olympics. Next, we spoke to marketers, agency heads and celebrity managers asking them to rate the shortlisted sports personalities and their brand endorsement prospects.

Subscription Enquiries

Garima Agnihotri, (0120) 4077837 [email protected]

These players were then judged on parameters like appearance, life story and background. What is interesting is that the quality of metal – gold, silver, bronze did not matter. All marketers want is that they should make it to the medals chart. The buzz will follow.

Owned by Banyan Netfaqs Pvt Ltd and
Printed and published by
Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar,
New Delhi-110 063.

Printed at Cirrus Graphics Private Limited
B-62/14, Naraina Industrial Area, Phase II, New Delhi – 110028.

Prajjal Saha

[email protected]

Cover Illustration

Vinay Dominic

CONTENTS

PLUS

40

42

PORTFOLIO NIGHTS

Building Characters

FROOTI

10

All Over the Place

The mission is to make the drink omnipresent this summer.

MICROMAX

Girl Power

15 15 16 19 43

FIRSTPOST.COM

A New Newspaper

^IK^Ne^TEn^RVt^IEW^Wertime

14

10

FACEBOOK

Facing Facts

Go faster on digital, urges Ogilvy Asia-Paciﬁc’s COO.

ZAPAK-PEPSI

Change the Game

POV

_{Notoriety and Fame}30

HAVELLS

Lost Between Fans

ASHOK LEYLAND

9XM

Truckers Inc.

Going in for a ‘pan-India’ approach.
As brands take on controversial stars, is the line between fame The brand’s usage of Rajesh

Getaway Time

and notoriety blurring?

Khanna raises questions.

afaqs! Reporter, June 1-15, 2012

3

GLOBEONE

1(:6%8//(7,1

Sponsored by

*HUPDQ\ꢀ&DOOLQJ

he BRIC Branding Survey, Adidas (79 per cent), consumer a representative survey of goods brand Nivea (73 per cent) and German brands in the emerg- insurance player Bajaj Allianz (68 per

T

ing BRIC countries commissioned cent). Automotive brands BMW (65 by Germany-based brand and mar- per cent) and Mercedes-Benz (60 keting communication consultancy per cent) followed.

Dabur> The Consumer goods firm is expanding the reach of its ‘NewU’ retail chain through an online portal. Also, the company’s subsidiary, H&B Stores which currently operates 44 ‘NewU’ stores with a majority of them in the NCR region and Bangalore, is planning to open 30 new stores in the next twelve months. This year however, in order to drive profits faster, the company is focusing on stores in the range of 500 square feet to 750 square feet. Of the total product mix at the NewU stores, about 18 per cent is private label items.

globeone, found how nearly half of

What is interesting is the fact

theurbanIndianpopulationhasapos- that despite some leading automotive itive perception of German brands. companies hailing from Germany,
The survey was based on over only BMW and Mercedes-Benz
4,000 interviews with consumers in made it to the top ﬁve most popular BRIC countries, conducted by inde- brands among Indians. Other popupendent market research institutes lar auto brands included Audi (53 per cent), Skoda (46 per

Woodland> The sports and apparel brand is planning to foray into adolescents range in the Indian market by August, this year. Woodland Worldwide, the company that owns and markets the Canadian brand in India, claims to be ready with 10 footwear styles and many styles of functional apparel for 13-year-olds. The company plans to introduce equipment for skateboarding, surfing, rappelling, mountain biking and rafting. It plans to promote itself in schools by associating with adventure camps.

cent) and Volkswagen (42 per cent).
Also, 69 per cent of the respondents associate German brands mainly with the auto industry; while Machinery (49 per cent), pharmaceuticals and medicine (43 per cent), home appliances (42 per cent) and football (39 per cent) follow.
Indian consumers from the upper middle class and higher income segments rank German brands highest on the attributes of excellent quality, high in 2011. In India, 1,000 consumers were interviewed.

The survey was based on 4,000 interviews with consumers in BRIC countries, conducted by independent

The survey found that while 42 per cent of the respondents did not have any deﬁnite preference, 33 per cent said that they liked German brands and 16 per cent said they liked German brands very much, while only 9 per cent expressed their disapproval.

The company has bought the brand licence for 10 years and will pay royalty to the promoters of Hitkari Potteries.

Future Group> The company has acquired the brand rights of bone china crockery brand Hitkari with intentions to relaunch the once-popular brand in the mass-to-premium segment. The company has bought the brand licence for 10 years and will pay royalty to the promoters of Hitkari Potteries. It also plans to work with third-party crockery designers and man-

market research institutes.

ufacturers in few Asian countries.

durability and outstanding design,
The appeal of foreign brands, the study revealed.

Krispy Kreme> The American doughnut maker which operates around 700 stores worldwide, has signed its first franchisee deal in India with Bedrock Food Company as it intends to open 35 outlets in five years. These outlets will be in six states in Northern India. Bedrock Food Company also has the development rights for Subway and at present operates approximately 185 Subway restaurants. Presently, Krispy Kreme’s coffee and doughnuts are available in 21 countries.

particularly those with German ori-

“In India, it is important to

gin, is strongest for consumers from address the aspirations and needs the upper middle class and high- of the expanding middle class,” says er income segments, with 71 per Tina Marie Monelyon, country cent and 63 per cent, respectively. manager of globeone India. Interestingly, half of the surveyed Indian middle class consumers like sumers relied on word-of-mouth to German brands. learn about foreign brands in India.
A major chunk of the Indian con-
It was found that 59 per cent of While 24 per cent relied on such testhe urban Indian consumers could timonials, 23 per cent revealed how spontaneously name one or more they still rely on television for inforGerman brands. It is noteworthy that mation on brands of foreign origin. the brands with the highest aware- Print (18 per cent) and internet (14 ness are sportswear bellwether per cent) followed.

Amway India> The direct selling company is eyeing a total turnover of `2,500 crore in 2012, up by 17 per cent over last year’s sales as it plans to continue to focus on the health and beauty segment to propel its sales. The company is planning to launch more products through direct selling, apart from competing in the Fast Moving Consumer Goods ( FMCG) space. Besides, Amway will invest a sum of `400 crore to set up its own manufacturing facility in next two years.

QUOTE OF THE FORTNIGHT

‘‘Traditional Indian meals are quite healthy, but as more people become conscious of their physical well being, they start looking for healthier options even when they feel peckish between meals.’’

Sony India> The company is
Sony India

had spent `360 crore on marketing in 2011-12.

all set to up its marketing spend by 25 per cent to `450 crore in the country, this fiscal in order to push its sales. Sony India had spent `360 crore on marketing in 2011-12 fiscal. The company is also targeting a 30 per cent jump in turnover this fiscal from `6,313 crore posted in fiscal 2011-12. In order to cater to business growth, the company is also looking to increase the number of its distribution network from 10,400 in 2011-12 to 12,200.

NIKHIL SEN, MD, UNIBIC BISCUITS INDIA ON FMCG COMPANIES EXPANDING TO HEALTHY PRODUCT RANGE IN THE ECONOMIC TIMES.

4

DAVP

1(:6%8//(7,1

Sponsored by

5HJLRQDOꢀWRꢀJHWꢀPRUH

he Directorate of Advertising per rating point) per 10 seconds, and Visual Publicity (DAVP) across all time-bands, all channels.

T

has scrapped the previous However, the previous rate card condition that only channels with of DAVP stated different rates for 0.02 per cent of All India channel different channels as per different share will get a share of the spends. time-slots. To list a few, a 10-secIn fact, as per the new directive, all onder on Star Plus during prime channels which are more than six time would cost anywhere between months old are eligible to get a share `45,000 and 50,000; while the same

India Today Group> The Aditya Birla Group has agreed to make a financial investment of 27.5 per cent in Living Media India, the publishing wing of India Today Group, through its private investment company. The transaction is subject to customary approvals. Living Media is the holding company that owns 57.46 per cent in TV Today Network. Besides, Living Media has interests in magazines including India Today, its flagship magazine, newspapers, books, radio, television, printing and internet.

of the booty.

time-band on Zee TV would be

DAVP, the nodal agency for gov- `30,000-35,000. At the same time, ernment advertisements in India, the ad rates for the regional channels, has announced new guidelines for too, varied from Sun TV being paid empanelment of private cable and about `27,000 for prime time slot, satellite television channels for the while on Zee Marathi, the same band central government and various min- costs about `15,000. istries. It states that out of the total budget for the television ad campaign (about `300-350 crore), 40 per cent would be allotted to the regional channels.

Cogmat> Digital media agency Cogmat has won the digital duties of Mumbai-based high street fashion brand Benzer. No formal pitch was held for the account. Cogmat was chosen after it approached Benzer with a plan of the digital initiatives. The brand spends close to 10 per cent of its marketing budget on the digital platform. Cogmat will work to build a large online community of users who love high-street ethnic Indian wear with the help of social media marketing and online reputation management for Benzer and its e-commerce portal, www.benzerworld.com.

A few broadcasters from regional channels reveal that these rates were decided long ago, in 2009. The directorate claimed that the rates were on the basis of ratings garnered by the channel. However, it must be noted that the top channels’ ﬂock has seen a continuous shufﬂe since then.
Interestingly, the

Out of the total budget for the
TV ad campaigns, 40 per cent would be allotted to the regional

directorate had spent about `280 crore in 2009-10 on advertising, while in 2010-11, the spends went up to `300 crore. Also, the spend on newspapers have touched about `380 crore in 2010-11.
According to the

Lokmat Media Group> The Lokmat Media Group has decided to increase its focus on the ad and circulation departments to drive its growth agenda in a more meaningful manner in Maharashtra and Goa. Towards this end, the company has renamed its two departments as AIM and RACE, respectively. While AIM, the ad department, stands for ‘aiding impact monetisation’, RACE, the circulation department, stands for ‘reader acquisition and content engagement’.

Also, on the website of the directorate, the advisory letters veriﬁed the extension of the rates since a long time.
The air time has also been divided

channels.

existing regulation, any channel with 0.02 per cent of all India channel into six bands - 7 am to 9 am, 9 am to share is eligible for empanelment. 12 noon, 12 noon to 7 pm, 7 pm to 8 This has been scrapped and as per the pm, 8 pm to 10 pm and 10 pm to 11 new guidelines, any channel which pm. The new guidelines state differis more than six months old can be ent rates for cricket matches. empanelled and get a share of the booty, implying that more channels there will be a cap of 2 per cent while can opt for DAVP empanelment. allocating the ad budget to compa-
It has also stated that it will not nies which have one, two or three pay for ticker/scroll ads from now channels, and the cap will be of 5 per onwards, as running of scrolls on the cent for the companies with four or lower part of the screen apparently more TV channels.

With this, the network enters the estimated `125 crore Punjabi broadcast market.

P7>Pearls Punjabi, a new channel will include genres such as news, music, gurbani (religious content), fiction and non-fiction. While regional has been a growing focus for TV broadcasters in India, Punjabi television seems to be garnering attention within that pie. Within this, Pearls Broadcasting Corporation, which until now operated the news channel P7, has now forayed into the entertainment broadcast segment and an estimated `125 crore Punjabi broadcast market.

The policy also made it clear that contravenes Rule 10 of the Cable Television Network Rules 1994.
The policy stipulates that a channel, once empanelled, shall remain

Indiaparenting.com>Parenting website Indiaparenting. com has launched an interest and issue-based social network, YippeeClubs (www.yippeeclubs.com). The newly launched network allows users to share photos, videos and make friends. It also allows users to join ‘clubs’ which are groups based on particular interests or issues. YippeeClubs. com offers more than 600 clubs spanning five main categories: lifestyle, love and relationships, parenting, health and sports, and interests and hobbies.

The DAVP has announced a ﬂat on the panel of DAVP for a period of rate of `23,000 per CPRP (cost three years.

QUOTE OF THE FORTNIGHT

‘‘We have a limit mentioned in the Cable Act. If at all there is a need for regulating duration of advertising, it possibly

Zee News>Zee News extended its ‘Saaf Pani Swasth Bharat’ campaign to Uttar Pradesh. The initiative is the channel’s endeavour to apprise people about the importance of clean water and draw attention towards the plight of the Ganges. As part of the marketing campaign, Zee plans to educate people on how to save water by telecast of educational TVC, with tips to save water and informative programming. A two-month long expedition with elite Indo-Tibetan Border Police Force is also a part of the campaign.

could have waited some more time for the digitisation process to settle down.’’

BARUN DAS, CEO, ZEE NEWS TO ECONOMIC TIMES ABOUT TRAI’S REGULATION OF 12 MINUTE CAP ON ADS

6

ASCI

1(:6%8//(7,1