June 1-15, 2012 Volume 1, Issue 2 `100

Look inside for the sportspersons who could become star endorsers after the London Olympics. 26

Subscriber copy not for resale 34 812 22 PLUS SATYAMEVA JAYATE 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 Listening Posts 35 cut out. commercial for Kerala. her winning ways.

EDITORIAL

This fortnight... Volume 1, Issue 2 EDITOR ccording to a recent report from Nielsen, Olympians dominate the top five most effective male athlete Sreekant Khandekar endorsers, while tennis players dominate the top five most effective female athlete endorsers and retired PUBLISHER A Prasanna Singh NFL football players constitute three of the top five most effective commentator endorsers in the US. EXECUTIVE EDITOR That, unfortunately, is not the case in India if one just goes by the money spent – Prajjal Saha India still does not have a reliable ‘effectiveness’ index - on brand endorsers who are SENIOR LAYOUT ARTIST Vinay Dominic sportsmen. It’s unimaginable to think of endorsement deals in India with sports other 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 Rajesh Kanwal are the only sportspersons who enjoy a high patronage amongst brand marketers in our ADVERTISING ENQUIRIES country. Neha Arora, (0120) 4077866, 4077837 Noida But it is also a fact that marketers are always scanning other sports for that elusive Khushboo Varadkar, (022) 40429702-5 celebrity. There are many reasons for this. First, the non-cricket sports celebrities will Mumbai come cheaper and will also be a clutter-free option for their brands given the fact that a [email protected] Marketing Office Look inside for the sportspersons who could become star few cricketers endorse brands in each and every category. endorsers after the London Olympics. 26 B-3, First Floor, Sector-4, Noida-201301. The Olympics is one sporting event which is expected to throw up a few new Tel: (0120) 4077800. Subscriber copy not for resale 34 812 22 PLUS SATYAMEVA JAYATE Beginner’s Luck? 29 names to the advertising circuit and all marketers are keeping a close watch on the Mumbai SAB TV No Laughing Matter 32 501-502, Makani Center, 5th Floor, IPSOS SURVEY biggest sporting event in the world. In this issue, we have tried to predict a few sports Sex and the Cellphone 33 PROFILE TIMES OF INDIA DEFINING MOMENTS Off Linking Road, Bandra (W), Sanjay Thapar Jam Sessions Shubha George RAM Bates’ new CEO has his work A traffic-stopping MEC South Asia’s COO and Listening Posts 35 cut out. commercial for Kerala. her winning ways. personalities who are expected to make it big both at the Olympics and the brand Mumbai - 400050 Tel: +91-22-40429 709 - 712 endorsement circuit. Bengaluru We first spoke to the leading sports editors of the country to find out their favourites among the Indian S-1, New Bridge Corporate Centre, 777 D, 100 ft Road, Indira Nagar, contingent for this year’s London Olympics. Next, we spoke to marketers, agency heads and celebrity Bengaluru - 560038, India managers asking them to rate the shortlisted sports personalities and their brand endorsement prospects. Subscription Enquiries Garima Agnihotri, (0120) 4077837 These players were then judged on parameters like appearance, life story and background. What is [email protected]

interesting is that the quality of metal – gold, silver, bronze did not matter. All marketers want is that they Owned by Banyan Netfaqs Pvt Ltd and should make it to the medals chart. The buzz will follow. 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, Prajjal Saha Phase II, New Delhi – 110028. [email protected] Cover Illustration Vinay Dominic CONTENTS 40 42 PLUS

PORTFOLIO NIGHTS FROOTI Building Characters 10 All Over the Place The mission is to MICROMAX make the drink Girl Power 15 omnipresent this summer. FIRSTPOST.COM A New Newspaper 15 INTERVIEW 14 10 Kent Wertime FACEBOOK Go faster on digital, urges Facing Facts 16 Ogilvy Asia-Pacific’s COO. ZAPAK-PEPSI POV 30 Change the Game 19 Notoriety and Fame HAVELLS ASHOK LEYLAND As brands take on controversial Lost Between Fans Truckers Inc. 9XM stars, is the line between fame The brand’s usage of Rajesh Going in for a ‘pan-India’ Getaway Time 43 and notoriety blurring? Khanna raises questions. approach.

afaqs! Reporter, June 1-15, 2012 3 GLOBEONE 1(:6%8//(7,1 *HUPDQ\&DOOLQJ Sponsored by

he BRIC Branding Survey, Adidas (79 per cent), consumer a representative survey of goods brand Nivea (73 per cent) and TGerman brands in the emerg- insurance player Bajaj Allianz (68 per ing BRIC countries commissioned cent). Automotive brands BMW (65 Dabur> The Consumer goods firm is expanding the reach by Germany-based brand and mar- per cent) and Mercedes-Benz (60 of its ‘NewU’ retail chain through an online portal. Also, the keting communication consultancy per cent) followed. company’s subsidiary, H&B Stores which currently operates globeone, found how nearly half of What is interesting is the fact 44 ‘NewU’ stores with a majority of them in the NCR region the urban Indian population has a pos- that despite some leading automotive and Bangalore, is planning to open 30 new stores in the next itive perception of German brands. companies hailing from Germany, twelve months. This year however, in order to drive profits The survey was based on over only BMW and Mercedes-Benz faster, the company is focusing on stores in the range of 500 4,000 interviews with consumers in made it to the top five most popular square feet to 750 square feet. Of the total product mix at BRIC countries, conducted by inde- brands among Indians. Other popu- the NewU stores, about 18 per cent is private label items. pendent market research institutes lar auto brands included Audi (53 per cent), Skoda (46 per cent) and Volkswagen Woodland> The sports and apparel brand is planning to (42 per cent). foray into adolescents range in the Indian market by August, Also, 69 per cent of this year. Woodland Worldwide, the company that owns and the respondents asso- markets the Canadian brand in India, claims to be ready with ciate German brands 10 footwear styles and many styles of functional apparel for mainly with the 13-year-olds. The company plans to introduce equipment for MARKETING auto industry; while skateboarding, surfing, rappelling, mountain biking and raft- in 2011. In India, 1,000 Machinery (49 per ing. It plans to promote itself in schools by associating with The survey was adventure camps. consumers were inter- cent), pharmaceuticals viewed. based on 4,000 and medicine (43 per The survey found interviews with cent), home applianc- The company has acquired the brand that while 42 per cent es (42 per cent) and The company has Future Group> consumers in bought the brand rights of bone china crockery brand Hitkari with intentions of the respondents did BRIC countries, football (39 per cent) to relaunch the once-popular brand in the mass-to-premium not have any definite follow. licence for 10 segment. The company has bought the brand licence for preference, 33 per cent conducted by Indian consumers years and will pay 10 years and will pay royalty to the promoters of Hitkari said that they liked independent from the upper mid- royalty to the pro- Potteries. It also plans to work with third-party crockery German brands and dle class and higher moters of Hitkari designers and man- 16 per cent said they market research income segments rank ufacturers in few liked German brands institutes. German brands high- Potteries. Asian countries. very much, while only est on the attributes of 9 per cent expressed excellent quality, high their disapproval. durability and outstanding design, Krispy Kreme> The American doughnut maker which The appeal of foreign brands, the study revealed. operates around 700 stores worldwide, has signed its first particularly those with German ori- “In India, it is important to franchisee deal in India with Bedrock Food Company as it gin, is strongest for consumers from address the aspirations and needs intends to open 35 outlets in five years. These outlets will the upper middle class and high- of the expanding middle class,” says be in six states in Northern India. Bedrock Food Company er income segments, with 71 per Tina Marie Monelyon, country also has the development rights for Subway and at present cent and 63 per cent, respectively. manager of globeone India. operates approximately 185 Subway restaurants. Presently, Interestingly, half of the surveyed A major chunk of the Indian con- Krispy Kreme’s coffee and doughnuts are available in 21 Indian middle class consumers like sumers relied on word-of-mouth to countries. German brands. learn about foreign brands in India. It was found that 59 per cent of While 24 per cent relied on such tes- the urban Indian consumers could timonials, 23 per cent revealed how Amway India> The direct selling company is eyeing a total spontaneously name one or more they still rely on television for infor- turnover of `2,500 crore in 2012, up by 17 per cent over last German brands. It is noteworthy that mation on brands of foreign origin. year’s sales as it plans to continue to focus on the health and the brands with the highest aware- Print (18 per cent) and internet (14 beauty segment to propel its sales. The company is planning ness are sportswear bellwether per cent) followed. to launch more products through direct selling, apart from competing in the Fast Moving Consumer Goods ( FMCG) space. QUOTE OF THE FORTNIGHT Besides, Amway will invest a sum of `400 crore to set up its own manufacturing facility in next two years. ‘‘Traditional Indian meals are quite healthy, but as more Sony India Sony India> The company is people become conscious of had spent all set to up its marketing spend by 25 per cent to `450 crore their physical well being, they `360 crore in the country, this fiscal in order to push its sales. Sony start looking for healthier on marketing India had spent `360 crore on marketing in 2011-12 fiscal. options even when they feel in 2011-12. The company is also targeting a 30 per cent jump in turn- over this fiscal from `6,313 crore posted in fiscal 2011-12. peckish between meals.’’ In order to cater to business growth, the company is also NIKHIL SEN, MD, UNIBIC BISCUITS INDIA ON FMCG COMPANIES looking to increase the number of its distribution network EXPANDING TO HEALTHY PRODUCT RANGE IN THE ECONOMIC TIMES. from 10,400 in 2011-12 to 12,200.

4 afaqs! Reporter, June 1-15, 2012

DAVP 1(:6%8//(7,1 5HJLRQDOWRJHWPRUH Sponsored by he Directorate of Advertising per rating point) per 10 seconds, and Visual Publicity (DAVP) across all time-bands, all channels. Thas 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 India Today Group> The Aditya Birla Group has agreed share will get a share of the spends. time-slots. To list a few, a 10-sec- to make a financial investment of 27.5 per cent in Living In fact, as per the new directive, all onder on Star Plus during prime Media India, the publishing wing of India Today Group, channels which are more than six time would cost anywhere between through its private investment company. The transaction is months old are eligible to get a share `45,000 and 50,000; while the same subject to customary approvals. Living Media is the holding of the booty. time-band on Zee TV would be company that owns 57.46 per cent in TV Today Network. DAVP, the nodal agency for gov- `30,000-35,000. At the same time, Besides, Living Media has interests in magazines including MEDIA ernment advertisements in India, the ad rates for the regional channels, India Today, its flagship magazine, newspapers, books, radio, has announced new guidelines for too, varied from Sun TV being paid television, printing and internet. 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. Cogmat> Digital media agency Cogmat has won the digital istries. It states that out A few broadcasters duties of Mumbai-based high street fashion brand Benzer. No of the total budget for from regional channels formal pitch was held for the account. Cogmat was chosen the television ad cam- reveal that these rates after it approached Benzer with a plan of the digital initia- paign (about `300-350 were decided long ago, tives. The brand spends close to 10 per cent of its marketing crore), 40 per cent in 2009. The directo- budget on the digital platform. Cogmat will work to build a would be allotted to the rate claimed that the large online community of users who love high-street ethnic Indian wear with the help of social media marketing and regional channels. rates were on the basis online reputation management for Benzer and its e-commerce Interestingly, the of ratings garnered by portal, www.benzerworld.com. directorate had spent Out of the total the channel. However, about `280 crore in budget for the it must be noted that 2009-10 on advertis- the top channels’ flock ing, while in 2010-11, TV ad campaigns, has seen a continuous Lokmat Media Group> The Lokmat Media Group has the spends went up to 40 per cent would shuffle since then. decided to increase its focus on the ad and circulation departments to drive its growth agenda in a more mean- `300 crore. Also, the Also, on the website be allotted to ingful manner in Maharashtra and Goa. Towards this end, spend on newspapers of the directorate, the the regional the company has renamed its two departments as AIM and have touched about advisory letters verified RACE, respectively. While AIM, the ad department, stands `380 crore in 2010-11. channels. the extension of the for ‘aiding impact monetisation’, RACE, the circulation According to the rates since a long time. department, stands for ‘reader acquisition and content existing regulation, any channel with The air time has also been divided engagement’. 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 differ- With this, the P7>Pearls Punjabi, a new channel will include genres such as news, music, gurbani (religious content), fiction and is more than six months old can be ent rates for cricket matches. network enters non-fiction. While regional has been a growing focus for TV empanelled and get a share of the The policy also made it clear that the estimated broadcasters in India, Punjabi television seems to be garner- booty, implying that more channels there will be a cap of 2 per cent while `125 crore ing attention within that pie. Within this, Pearls Broadcasting can opt for DAVP empanelment. allocating the ad budget to compa- Punjabi broad- Corporation, which until now operated the news channel P7, It has also stated that it will not nies which have one, two or three cast market. has now forayed into the entertainment broadcast segment pay for ticker/scroll ads from now channels, and the cap will be of 5 per and an estimated `125 crore Punjabi broadcast market. onwards, as running of scrolls on the cent for the companies with four or lower part of the screen apparently more TV channels. contravenes Rule 10 of the Cable The policy stipulates that a chan- Television Network Rules 1994. nel, once empanelled, shall remain Indiaparenting.com>Parenting website Indiaparenting. The DAVP has announced a flat on the panel of DAVP for a period of com has launched an interest and issue-based social net- work, YippeeClubs (www.yippeeclubs.com). The newly rate of `23,000 per CPRP (cost three years. 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. QUOTE OF THE FORTNIGHT com offers more than 600 clubs spanning five main catego- ries: lifestyle, love and relationships, parenting, health and ‘‘We have a limit mentioned in sports, and interests and hobbies. the Cable Act. If at all there is a need for regulating duration Zee News>Zee News extended its ‘Saaf Pani Swasth of advertising, it possibly Bharat’ campaign to Uttar Pradesh. The initiative is the chan- could have waited some nel’s endeavour to apprise people about the importance of more time for the digitisation clean water and draw attention towards the plight of the Ganges. As part of the marketing campaign, Zee plans to edu- process to settle down.’’ cate people on how to save water by telecast of educational BARUN DAS, CEO, ZEE NEWS TO ECONOMIC TIMES ABOUT TRAI’S TVC, with tips to save water and informative programming. REGULATION OF 12 MINUTE CAP ON ADS A two-month long expedition with elite Indo-Tibetan Border Police Force is also a part of the campaign.

6 afaqs! Reporter, June 1-15, 2012

ASCI 1(:6%8//(7,1 ,Q&RQWURO Sponsored by uring March and April, well by the CCC. The clinic’s ad the Consumer Complaints read ‘Hair re-growth - also treat- DCouncil (CCC) of the ment for hair falling, baldness, Advertising Standards Council of alopecia, and thinning of hair’. India (ASCI) upheld complaints The complaint against Fit and Cannes 2012> For the second consecutive year, against 12 advertisements, most of Fine Slimming Centre and Beauty Leo Burnett won the AAAI-Cannes Young Lions Creative them part of the healthcare and per- Clinic’s ad claiming - ‘Reduce up Competition. Vasanth Clement Ebenezer (art director) and sonal hygiene sector. to 5 kg. Lose up to 15 inches with Harshvardhan Tanwar (copywriter) of Leo Burnett Mumbai The print ad of Euro Fashion ultra lypolysis program. Advanced were the winners. Meanwhile, Thinkpot Productions, in Inners raised concerns. The ad treatment free’ - was upheld with association with Swiss International Airlines and afaqs!, showed “Naked men holding cock- the advertiser failing to provide announced the winners of the second edition of the Roar Your erels against their pelvic region substantial data or supporting tech- Way to Cannes (RYWTC) contest. These include Gururaj Rao, while asking ‘what’s your size?’” nical information with details of creative supervisor, Ogilvy Mumbai and Adarsh Atal, creative copywriter, Lowe Lintas & Partners. The CCC agreed that the ad seemed reports of tests/trials conducted by indecent, vulgar and repulsive, likely an independent recognised testing to cause grave or widespread offence institution. and the advertiser was asked to stop Other ads in the healthcare sec- The media mix Parle> Parle Products is set the campaign. tor that were pulled up included ads will include to initiate a creative pitch within Vodafone otherwise popular of Stoss Welle Healthcare, Shree its roster for its newly launched with its campaigns was TV, print, Parle-G Gold brand. Parle Products’ creative roster currently under the radar in April outdoor and comprises Ogilvy India, Everest Advertising, Grey India for its TVC, which below-the-line and Thoughtshop Advertising. The new product is currently

ADVERTISING depicted school-going activities. available in and around Mumbai. The company plans to extend kids getting attracted the presence of the product across India in a phased manner. towards each other Baidyanath Ayurved The media mix will include TV, print, outdoor and below-the- and falling in love. Complaints Bhavan and Fair line activities. Grey India has worked on the packaging. The complaint against against Euro Pharma that claimed to the ad was upheld with Fashion Inners, treat various conditions the CCC concluding but failed to provide Quickheal> Quick Heal Technologies, which provides how the sexual subtext Vodafone, substantial proof of the internet security tools and develops anti-virus software, could seem offensive. Pernod Ricard treatment. has initiated a pitch to appoint a creative agency, along The CCC also and Dainik In the education with a media planning and buying agency and a full service pulled up Pernod sector, ads against digital agency, including social media. The overall size of the Ricard’s for its print Jagran were Smart Careers (BBS/ business is said to be in the range of `12-15 crore. ad on Absolut Kher upheld. BBA) and Career that visually depicted Launcher (IIM Calls) a ‘bottle’ suggestive of were found to make >> ACCOUNT MOVEMENT the liquor brand - Absolut. The claims without substantiating them. > Natural gas distribution company Mahanagar Gas (also depiction of the bottle with the In March, the CCC did not known as MGL) has empanelled five agencies. These are titles ‘Absolut’ was found violating uphold objections against two Forecast Advertising, Ratan Batra, MX Advertising, the ASCI Code as it propagated a advertisements of Perfetti Van Inter Publicity and Network Advertising. This product, the use of which is banned. Melle and one each against Gulf Oil empanelment is for a period of one year. The development is In April, Dainik Jagran’s two India, HUL’s Vim detergent bar, the result of a multi-agency pitch that was conducted in Mumbai advertisements were found mislead- Cadbury India’s Perk, Johnson’s recently. The process began in March. The empanelled agencies ing. Dainik Jagran claimed Haryana Baby Top-To-Toe Wash, HUL’s will provide 360 degree solutions including creative inputs, leadership with the Faridabad read- Close Up toothpaste, Parle Mango brand strategy inputs, digital and OOH (out of home) solutions and collaterals. ership data – ‘Haryana Mein Dainik Bite, Uninor, HUL’s Axe show- Jagran Do Guna Dainik Bhaskar Se’. er gel, and Tata Chemical’s Tata Sareen Hair Clinic’s communi- Swach Water Purifier as these adver- > Hyderabad-based WaterHealth India, a social enterprise in the community water cation that claimed to help re-grow tisements were not found violating space, has appointed Orchard Advertising as its creative agency. The agency’s hair was found misleading as ASCI’s codes or guidelines. Bengaluru branch will handle the business. The acquisition comes on the back of a multi-agency pitch that was held in Hyderabad. The advertising spends are around `10 crore. The pitch saw the participation of JWT, Mudra, Bates, Rediffusion-Y&R, QUOTE OF THE FORTNIGHT Orchard Advertising, Euro RSCG, Ogilvy India and TBWA. The upcoming ad ‘‘Radio is a medium where campaign will exploit BTL (below-the-line) absence of an idea is tough and print media. to couch. A great idea stands apart. And it’s not just clever > After a multi-agency pitch, K B Vinod and Bhupal Ramnathkar’s agency use of words, but innovative ‘Company’ has bagged the creative duties for the launch of VIP’s ladies handbag business. They will manage the advertising duties for the yet-to-be-named brand. use of sound as well. Beyond Currently, the ladies handbag range is being test-launched in various regions in that comes cultural nuance.’’ India. The media mix will initially include print, outdoor, PoP (point of purchase) and below-the-line activities. TV RAHUL JAUHARI, NATIONAL CREATIVE DIRECTOR, EVEREST BRAND SOLUTIONS, ON RADIO AS A MEDIUM IN BRAND EQUITY. campaign will be considered at a later stage.

8 afaqs! Reporter, June 1-15, 2012

1(:6$'9(57,6,1* PORTFOLIO NIGHT Building Characters Lowe Lintas & Partners has created a bunch of humorous promotional viral films for the upcoming Portfolio Nights. By Ashwini Gangal

here’s a huge gap between aspiring to be a celebrated creative hotshot and actually Tbeing one. It takes a blend of innate talent and timely guidance to make it big. This is where events such as the upcoming Portfolio Night come into play, where students of creativity and other creative aspirants get a chance to showcase their talent and interact with the ‘who’s who’ of the Indian ad industry. In a move to promote the event, this year’s host agency, Lowe Lintas & Partners, has released a bunch of viral films that are quickly gaining trac- tion on Facebook. Packed with hilarity, the films take a light- hearted pot shot at the plight of industry’s “Everyone in know whether they belong to this industry; this not-so-accomplished creative folk. very fact was the starting point of this campaign,” While one character comes up with ideas that advertising Iyer adds. invariably hinge on vulgarity and have noth- must’ve surely ing whatsoever to do with the product being seen at least one DO YOU KNOW THESE CHARACTERS advertised, another oozes ambiguity and has no IN PERSON? substance to his merit. Yet another character of these char- o what do the well-established creative hon- cannot describe his idea without taking to profan- acters at some Schos have to say about these films? ity and all things crass, and there’s one film that “I loved the films. I think it would be safe to say entertains at the expense of elderly aspirants, who point.” that none of the oddballs shown here have cracked refuse to give up trying to infiltrate the ad industry ARUN IYER this campaign,” enthuses Nilesh Vaidya, executive despite years of failed attempts. creative director, Rediffusion-Y&R, “A night like So what inspired the agency to build such must’ve surely seen at least one of these characters Portfolio Night is actually a reality check for most quirky characters? Good-naturedly admitting that at some point in their careers.” of us who spend as much time and effort trying to the inspiration was drawn from real life exam- On a more serious note, he adds that besides sell our work as we do creating it.” ples more than anything else, Arun Iyer, national looking to entertain, the films germinated from Vaidya confesses that he could actually identify creative director, Lowe Lintas & Partners, tells the genuine insight that Portfolio Night could every character shown in these films. “I secretly afaqs! Reporter, “Such creative guys exist world- be a much-needed reality check for aspiring over, in various agencies! Everyone in advertising creative folk. “Many of these youngsters don’t FRQWLQXHGRQSDJH>>

ASHOK LEYLAND the trenches with them.” On Dhoni being a part of the TVC, Srivastava says that the Indian captain comes Truckers Inc. across as a person who is rooted. “His approach is ‘I will put my team The brand’s new TVC introduces the proposition before me’, which is the kind of phi- losophy we look at.” that every member involved in the journey of its Alok Saraogi, head, branding and vehicles is crucial. By Shibani Gharat marketing communications, Ashok Leyland says that the whole point t’s not just the driver who drives enters and proposes to share the of the TVC was to humanise the a truck. Ashok Leyland, in its glass, referring to how they play business. “We are reaching out Inew TVC, emphasises that all the important roles in every aspect of the with empathy, respect and humil- members of the system play a part in company’s business. Interestingly, ity, saying that your contribution is driving the vehicle (read business). in this case, the three members on important to us. We also aim to cre- In the first-ever association with the table are a truck driver, a fleet ate a relationship of equality.” a celebrity endorser in more than owner, a mechanic and Dhoni plays The TVC targets the business six decades, Ashok Leyland, the flag- an employee. fraternity. Also, Ashok Leyland wants ship commercial vehicle major of the “It is true that the ecosystem to break away from the label of being Hinduja Group, has roped in crick- cannot function without its other a ‘South Indian truck company’. “We eter Mahendra Singh Dhoni. members. It is the best supporting Srivastava,: support is crucial are a pan-India company, wrongly The TVC, created by Contract infrastructure that we can create,” painted as a South Indian company Advertising, opens on a typical road- says Rohit Srivastava, head, core con- things that they strongly wanted to for too long,” adds Saraogi. side ‘Dhaba’, where three people sulting and national head, strategic communicate. “The first one being On opting for television instead at a table are having an argument planning, Contract Advertising. that we can win only if you win. The over a glass of ‘Lassi’. M S Dhoni Srivastava says that there were two second was that we are going into FRQWLQXHGRQSDJH>>

10 afaqs! Reporter, June 1-15, 2012

1(:6$'9(57,6,1* TIMES OF INDIA Jam Sessions In its new TVC, Times of India attempts to conquer the readers of its final frontier with a film on the competitive spirit of the modern Malayalee. By Shibani Gharat

erala’s radical political tradition has a new metaphor. Times of India’s launch TVC Kcaptures the Left Front and Right Wing conflict through an on-water traffic jam. Created by JWT India, the TVC is a satire that demonstrates the competitive spirit of a modern Malayalee. The narrative is about a typical day in the life of the people of Kerala, which begins with a political stand-off between the two parties on two boats that crash into each other. Very soon, the river is blocked from left to right bank, creating a bottle- neck in the backwaters. And, hundreds of boats lie moored in a crazy traffic jam. The symbolic conflict between left bank and right bank, white rice and brown rice, fish curry and fried crabs, man’s own Pulikali (competitive culture) and God’s own Kathakali (narrative cul- How did the boat-jam idea come about? “In real news story on the backwaters and ensure that ture) add to the statement and the chaos. However, every other place, the daily traffic jam happens on it was an authentic and true story for the local the locals find a way as they use the stranded chain the roads because of two people or two vehicles viewer, while engaging and drawing attention to of boats like a bridge over the backwaters. competing and causing a bottleneck on the road. local nuances in every frame of the film. “Since The writer and creative director of the TVC Only in Kerala will you bump into a hundred budgets were low, we had to pull the shoot off in is Senthil Kumar. The director and editor is boats stuck in a crazy jam. And, usually this hap- less than two days,” adds Kumar. Shashanka Chaturvedi (Bob). The production pens because two competing parties (boats) clash Musically, it was a bigger challenge and several house is Good Morning Films. The pair of Senthil at a T-junction and don’t want to give way to each tracks were tried. However, it was God’s Own Kumar and Bob had created the TOI-Chennai other, causing a bottleneck in the backwaters.” folk music that finally struck the right chord. The launch campaign. In fact, Bob is the first and only Apparently, Kumar himself had bumped into a soundtrack is satirical poetry, narrated in the local Indian director to have won a Gold Lion at the real jam in the backwaters some months ago. He folk musical form by Kalabhavan Mani, in this Cannes Lions in the Film Lions and Film Craft decided to dig deeper and had several convesations revival of the ancient ‘Naadan Paatu’ folk news Lions for the Times of India Chennai launch film, with local boatmen, before he wrote the film based narrative tradition of Kerala. Naaka Mukka - A Day in the Life of Chennai. on this unique everyday incident in Kerala, for Speaking about TOI - A Day in the Life of The Times of India. THE LOCAL LAUNCH Kerala, Kumar, national creative director, JWT For this TVC, the challenge was to recreate a nterestingly, the Times of India was launched India, says, “Over the last 50 years and more, Iin Kerala with a print campaign accompanied by politics in Kerala has always been left wing versus an activation. In order to reach out to every nook right wing. The common man is affected by the The soundtrack is satirical and corner of the state, the newspaper appointed daily duel and is often forced to choose one. It different kinds of local delivery boys to meet the seemed like a news story rooted in local politics poetry, narrated in the local unique challenge of reaching out to every home in that was waiting to be told, with fresh symbolism and metaphors that celebrated the competition.” folk musical form. FRQWLQXHGRQSDJH>>

<< FRQWLQXHGIURPSDJH As regards rating Lowe’s perfor- mance in these films, according to Building... Bhat, all the films have great casting and performances. “If they actually prayed that no one identified me turned up at Scarecrow, I would while seeing them!” he exclaims. never give them a job,” he says. Vaidya’s favourite is the ‘Bike’ film, “First you learn to crack an idea in which the creative employee is and then you learn how to present being lazy about building up on his it. These films show what happens non-existent script. “I’ve seen many when this natural order of things is such copywriters. If I interviewed reversed. Dealing with juniors who someone like this I’d tell him to feel their ideas are the best is a spend a little more time actually shown in the films. Well, which of His least favourite character is the pain but watching them in action is working on the idea and a little less these characters resonates most with ‘Bike guy’ as “he trips midway”. wickedly funny,” he punctuates. time trying to sell it,” he jokes. his experience as a creative boss? What advice would Bhat give to Portfolio Night 10 was held on Besides the ‘Vulgar writer’ and the “The ‘Vague guy’ is my favourite. I these people if he were interviewing May 23. The event was simultane- ‘Biker’, Raghu Bhat, founder-direc- know quite a few who are like this them? “I’d say: Don’t be so irritating ously conducted in over 20 cities tor, Scarecrow Communications and not all of them are juniors or that it deflects attention from the around the. „ seems to have met all the characters freshers,” he answers with candour. brilliance of your ideas,” he responds. [email protected]

12 afaqs! Reporter, June 1-15, 2012

1(:6$'9(57,6,1*

HAVELLS << FRQWLQXHGIURPSDJH Jam Sessions... Lost Between Fans the state. The idea was executed by delivering copies of The Times of India to homes by more than 100 elephants, backwater boatmen, Kalari warriors, and Havells’ new campaign, which promotes its premium range of the traditional fish monger, Meenkaran. The cur- fans, shows yesteryear actor Rajesh Khanna as the star who lost, rent TVC will be aired on local news channels, as and yet did not lose, his fans. By Anushree Bhattacharyya well as online and in cinema halls. MADE YOUR DAY? he industry feels that the advertising itself is in Tline with what TOI has been doing. Prathap Suthan, managing partner and chief creative officer, Bang in The Middle looks at this campaign from two perspectives. One, from a broader advertising perspective and the other, from a Malayalee’s point of view. Suthan says, “The campaign keeps the local ethos and flavour of the specific market. It also cap- tures the generic tourism quotient of Kerala - boats, backwaters and an overpowering fire of machine- gun speak - all ingredients that work to keep and build the mother brand. Of course, the film has a chaotic yet well made look to it, the greens finally are emerald and correct, and the music has a rhythm

“Since budgets ans’ ultimately matter the most for celeb- Here on Communications, says, “Havells has were low, we rities, as it is they who make or break stars. made a mark with its left field commercials. had to pull FPlaying on the word ‘fans’, Havells India Now it has taken a new turn going from enter- the shoot off in has launched a campaign to promote its pre- taining to mystifying. There are certain things mium range of fans. The television commercial about the campaign which are puzzling. For less than two (TVC) features yesteryear actor Rajesh Khanna example, why the superstar of day before yester- days.” (popularly known as Kaka), showing him as the day and how are his fans like Havells and why SENTHIL KUMAR celebrity who lost, and yet did not lose, his fans. the gloom? In all, Havells, bada ‘Shock laga’!” Conceptualised by Lowe Lintas, the TVC, titled, ‘Rajesh Khanna - Fans forever’, shows several shots from his popular films, while that will get to you.” Khanna explains the meaning of fans. He says, Suthan adds that Naaka Mukka was more “While wind may change direction, fans will focused. “The rise of the leader by dawn and the remain forever.” Then he is shown standing in fall of the leader by dusk was the poignant story of the middle of a stage, where he is surrounded by Tamil politics and the film kept that singular thread various kinds of Havells ‘fans’. At the end of the running through. The Kerala film on the other hand film, he says, “Babumoshai, mere fans mujhse is a montage of many layers,” he explains. koi nahi chheen sakta (nobody can take my fans Suthan likes the way in which the film has been away from me).” shot, with not too much of post production, keep- A Vijay Narayanan, vice-president, Havells ing the naturalness intact. As a Malayalee, the film India, says, “When the agency suggested vet- gets him closer to the brand. “TOI isn’t a Malayalee eran actor Rajesh Khanna and re-visiting the brand. But, I don’t think even a Malayalee paper famous dialogue, ‘Babumoshai’ (from the 1971 Narayanan and Balki: pun on ‘fans’ would have been able to do this so effectively.” hit Anand), we thought of this as an apt rep- He commends Kumar and his team for getting resentation for Havells fans. As Havells fans Providing a planner’s perspective, Naresh under the skin. “I love the cauldron of images in are long lasting, so has been the relationship of Gupta, managing partner, Bang in the Middle, this film, the references to politics, daily life, boats, Khanna with his fans.” remarks, “There are issues at multiple levels Alapuzha, toddy, swaying drunkenness, Dubai suit- R Balki, chairman and chief creative officer, with the strategy. First, the connection between case, children going to school, Kathakali without the Lowe Lintas & Partners, says, “The idea for the fans and fans is really tenuous. What is it that headgear, peeping tourists, Chenda, rooster fights TVC was simple - to show a pun on fans. So, we the film tries to establish - that there are fans (illegal?) and Mani’s distinct voice and the musical got on board a legendary actor Rajesh Khanna, that give adulation or fans that give comfort? genre,” adds Suthan. who had a huge fan following in his heydays. Secondly, the endorsement from Rajesh Khanna Nilesh Vaidya, executive creative director, While he does not have those fans now, he still has no fit. The yesteryear superstar has no rel- Rediffusion-Y&R gives full marks to the ad film for has fans!” evance for today’s audience.” the execution. He finds the track lovely (thanks for “Is Havells a brand with heritage? Is it a the subtitles) and the editing, slick. “It does shake EVOKING EMOTIONS brand that ruled in the past and wants to con- one’s notion of Kerala as this beautiful tranquil xperts believe that the TVC fails to estab- nect again? The TVC just does not deliver. May place that’s full of tourists, while all the locals live in Elish a connection between fans, and fans of be there are actor’s diehard fans that love him Mumbai and the ‘Gelf’.” But when it comes to the Khanna and that, with so many layers, the TVC but for most, it conveys a meaning that it never actual message, it was quite a disconnect. “Is there fails to deliver. intended to,” adds Gupta. „ really so much of a conflict?” he questions. „ Shivanand Mohanty, creative partner, From [email protected] [email protected]

14 afaqs! Reporter, June 1-15, 2012 1(:6$'9(57,6,1* MICROMAX It’s All About Girl Power The new campaign from Micromax, which highlights the in-built voice feature of the new handset A50 Ninja, shows how a man falls in love with it. By Anushree Bhattacharyya

very man dreams of a com- issues under any situation. The panion who is ready to do TVC is a bold experiment.” Eanything and everything The commercial is currently for him, at times even act as a girl being aired on various channels. friend or a secretary. Micromax turned this wish into reality with A GOOD FRIEND? the launch of its new handset, the ndustry professionals feel that A50 Ninja, which has an in-built Iwhile the concept of the TVC artificial intelligence speech hand- is good and it starts interestingly, set assistant, also known as ‘Aisha’, towards the end it loses its grip. with the voice of a girl. Sambit Mohanty, executive crea- Conceptualised by Lowe Lintas tive director, Bates, remarks, “The TVC is sexy and edgy, and leaves you panting for more. By these “The entire idea & Partners, the television commercial (TVC), parameters, I feel that the ad will appeal to a young, was to promote titled ‘With Aisha’, shows a young man discussing restless mobile audience that’s always on the look- various feelings and problems about his life with out for a ‘sets-me-apart’ feature. That said, the the in-built arti- a girl, under various circumstances. Interestingly, ad took a few viewings to get the message across. ficial intelligence the girl seems to have an answer to all his prob- However, I think that the voice-application plug at speech handset lems. At the end, it is revealed that the ‘girl’ is the end could have been stronger.” actually the handset and is called ‘Aisha’. Divyapratap Mehta, vice-president, planning, assistant.” Speaking about the idea, Pratik Seal, head, mar- Grey, says, “The execution is definitely atten- PRATIK SEAL keting, Micromax Informatics, says, “The entire tion-grabbing. The parallel of a fantasy girl and idea was to promote the fact that the phone has connecting it to a voice command in your phone an in-built artificial intelligence speech handset is a surprising end. They could have pushed the “We thought of assistant. With the campaign, we show that a per- fantasy girl idea for Aisha a bit further to make it son is so much in love with the handset that he more interesting. Also, they could have linked the stretching starts thinking it to be a living being - his personal fantasy girl to real things the voice command could everyone’s secretary or his best friend.” do for you. A little better integration with product Amer Jaleel, national creative director, Lowe applications or more weight on the phone would imagination by Lintas & Partners, explains, “Interestingly, here ensure stronger product connect.” adding a cheeky is a handset that talks back to you, and that too “My only concern with this execution is that twist to it.” in the voice of a girl. So we thought of stretching people may remember the saucy conversation and everyone’s imagination by adding a cheeky twist to fail to register the phone or the brand,” he adds. „ AMER JALEER it. We turned ‘Aisha’ into a girl who will help solve [email protected]

FIRSTPOST.COM A New Newspaper Online news portal Firstpost.com takes a pot- shot at regular print newspapers to make readers rethink their view of ‘news-as-it-happens’. By Ashwini Gangal

irstpost.com, the online news news as opposed to real-time digital property from the stable of news, underscoring Firstpost.com’s FWeb18, has rolled out a tel- “While personally commitment to digital journalism. evision commercial that attempts This is not the site’s first attempt at to position it as an alternative to I feel reading a newspaper TV advertising; the launch campaign regular print newspapers. The latter, in the morning is rather included a televsion commercial the ad insists, involves unneces- romantic, the shift to digital encouraging people to participate sary deforestation. Thus, the ad also on Firstpost.com. This time around, serves to position the brand as an is inevitable.” however, the objective is to change eco-friendly one. RAVI DESHPANDE the way newspapers are perceived Further, print newspapers are depicted as bearers of day-old, stale FRQWLQXHGRQSDJH>>

afaqs! Reporter, June 1-15, 2012 15 1(:6',*,7$/ FACEBOOK Facing Facts Facebook has launched an application centre just a few days ahead of its IPO launch. Is there more to what meets the eye? By Nisha Menon

acebook announced the launch of App Center, an online hub where users can find “App Center will “Facebook Fsocial apps and help developers get their applications discovered easily. This announcement streamline devel- will face added came a few days ahead of its IPO launch. What’s opment, discovery accountability interesting is that this time, the social network- ing player allows developers to sell apps directly and distribution as it will have to consumers, unlike before when apps were free of apps across to face questions and it made money from advertising or in-app the Facebook from stake- purchases. The proposed app repository, which is set to go platform.” holders.” live in a few weeks, will feature applications that MADAN SANGLIKAR NIMESH SHAH are designed for PCs as well as for mobile devices such as iPhones and Android smartphones. In an FOTOCORP FOTOCORP official communiqué, the company says, “App Center is designed to grow mobile apps that use “It seems that “With Facebook Facebook - whether they’re on iOS, Android or the mobile web. From the mobile App Center, there will be a listing websites users can browse apps that are compatible with plain redirect to that use the their devices, and if a mobile app requires instal- Apple Store and networking plat- lation, they will be sent to download the app from the App Store or Google Play.” Google Play, so form’s logins, With the launch of App Center, Facebook has there may be a developers will successfully taken the right step to organise its further cut on the have to think applications ecosystem. Madan Sanglikar, CEO, ad2c, says, “With this move, Facebook has made its payment.” social.” app ecosystem much more organised. Apps were VISHWAJEET SUKHIJA PREETHAM VENKKY created and shared randomly earlier. App Center will streamline development, discovery and dis- tribution of apps across the Facebook platform.” accountability as it would have to face questions networking platform is testing the possibility of While ostensibly it seems a normal evolution- from stakeholders. This is surely a good way for introducing highlighted posts wherein the user ary process for Facebook, when afaqs!Reporter Facebook to start earning.” pays a fee of $2 to highlight his/her post in the spoke to a few industry observers, the unanimous It is interesting to note that Facebook is trying friends news feed. opinion was that there is something more than various approaches to earn money in ways that Many also opine that the apps developers what meets the eye. do not drive users away from it. For example, the would have to be a bit more disciplined while conceptualising, designing and coding their apps. MONETISATION EXERCISE However, this is good news for the consumers, ne school of thought believes that ahead of Company will also since they will now have access to thoroughly Othe IPO, it became imperative for Facebook tested apps, with a very nice user experience. The to showcase the ways it could monetise and introduce a rating company will also introduce a rating metric for hence, this App Center. As Nimesh Shah, head metric for applications applications called Insight, which will offer app maven, Windchimes Communications, says, “Once Facebook gets listed, it will face added called Insight. FRQWLQXHGRQSDJH>>

1(:6',*,7$/ THE MOBILE INDIAN SURVEY End of the Feature Phone? Among the top 25 most searched handsets, a whopping 21 models are smartphones. News Bureau

here seems to be a growing TOP 25 HOTLIST FOR APRIL 2012 even at the entry level. Push email, interest and awareness among calendar syncing and document Indian consumers about Rank in Rank in Change Brand and Model No. Price editing are other essentials that are T April ’12 March ’12 (`) smartphones, the Handset Hotlist supported in this category of phone. survey (May, 2012) suggests. In the 1 1 0 Nokia C5 03 8500 Feature phones, on the other survey, brought out by The Mobile 2 2 0 Nokia C6 11000 hand, are a midway point between Indian (www.themobileindian.com), 3 4 1 Samsung Galaxy Y S5360 7050 smartphones and basic phones. They 21 of the 25 handsets that made it to 4 5 1 Samsung Galaxy Y Duos 8990 usually have a limited proprietary the list are smartphones. 5 3 -2 Samsung Wave Y S5380 6930 operating system such as Brew or Almost every month, two smart- Java, and not all feature phones sup- 6 6 0 Samsung Galaxy SL I9003 17450 phones are being launched in India port third party apps. and one of them is usually an entry 7 NA New Samsung Galaxy Ace Plus 15500 While email is usually an includ- level or mid-level phone. Notably, 8 7 -1 Samsung Galaxy Ace S5830 12800 ed feature, push email is often today smartphones are available in 9 NA New Samsung Galaxy Ace Duos 12790 non-existent in feature phones. the market for as low as `3,000 10 8 -2 Samsung Galaxy Note 31750 Calendar syncing is often a problem, and offer better utility than feature 11 11 0 Sony Ericsson Xperia Arc S 25000 as is document editing. However, phones. 12 12 0 Samsung Star 3 Duos 6290 feature phones are keenly focused on Before we proceed further, let 13 10 -3 Micromax Superfone A73 7300 multimedia and texting, and almost us clarify the distinction between all feature phones support GPS, 14 15 1 Apple iPhone 4S 40500 smartphones and feature phones. HTML browsers, and 3G networks. Smartphones provide a great user 15 14 -1 Nokia C2 06 4424 A lot of feature phones also have experience for fun, entertainment 16 NA New HTC One V 17435 popular social networking abilities and games, but multiple, efficient 17 9 -8 Nokia Asha 300 6150 such as Twitter and Facebook. modes of communication are their 18 NA New Nokia Asha 302 6027 Also, feature-focused phones are true potential. 19 NA New Nokia Lumia 800 24000 developed with a specific type of capa- Smartphones run on third party or 20 24 4 Sony Ericsson W8 9100 bility or purpose such as multimedia proprietary operating systems such as 21 20 -1 Sony Ericsson Xperia Neo V 17400 or music; whereas smartphones offer Android, Windows Phone, Symbian, a broader range of features without 22 22 0 Micromax Superfone A78 7750 iOS, Bada, MeeGo, and BlackBerry heavily focusing on anything specific. operating systems. They are also 23 NA New Samsung Wave 3 S8600 14700 Little wonder that smartphones are defined by their ability to run third 24 NA New BlackBerry Curve 9380 19620 becoming a standard among mobile party software known as applications 25 18 -7 Samsung Champ Deluxe Duo2 C3312 4790 phone buyers. Also, this month, there or apps, which are available at stores was not much price correction in the such as Ovi, Android Market Place Feature-focused phones are developed handsets that made it to the Handset and iTunes. Hotlist, except Sony Xperia Arc S, Also, smartphones show higher with a specific purpose; whereas smart- application use than feature phones phones offer a broader range of features. FRQWLQXHGRQSDJH>>

FRQWLQXHGIURPSDJH may decrease but the volume of its 9,000 million users, about 470 << download will increase since App million are actively using Facebook Center will make apps more visible.” through their mobile devices. Being Facing... platform-agnostic, App Center will GOING MOBILE result in a flurry of apps and will developers statistics on the perfor- nother set of rumours sug- have a social feel to it. Venkky adds, mance of their apps. Agest that the App Center could “With Facebook listing websites that However there is also a doubt on be a prelude to a Facebook phone. use the networking platform’s logins, how developers will make money. Preetham Venkky, business head, developers will have to think social.” Vishwajeet Sukhija, director, innova- KRDS (Facebook Experts) Asia, says, So what does App Center need tions and marketing, Mobilox, talks to become a success? Venkky says, about a possibility. “From the initial “Facebook has always given prod- documentation, it seems that there Out of its 9,000 million users, about ucts that users need. The future of will be a plain redirect to Apple Store 470 million are actively using Facebook App Center depends on developers. and Google Play, so there may be a Those with great ideas can surely further cut on the payment for paid through their mobile devices. make this a success.” apps. Developers may have to part Shah concludes, “Content has with some more money because now “This is purely speculation. But if also seen as a move by Facebook to always been the key. If there is they will have to bear two transac- this does become true, App Center become a bigger player in mobile. good content made available on App tional costs on paid apps, one on FB will become an added distribution It is evident that mobile will play Center, there is no reason why it App Center and the other on the medium.” a big role in the way Facebook should fail.” „ respective app store. The margins The launch of App Center is evolves, given the fact that out of [email protected]

18 afaqs! Reporter, June 1-15, 2012 1(:6',*,7$/ ZAPAK-PEPSI << FRQWLQXHGIURPSDJH Truckers Inc... ‘Change the Game’ of the regular below-the-line advertising, Saraogi says, “We wanted to break the long silence and use The online game created by Zapak offers a game play that is a a human (mass medium) to reach out to the length and breadth of the country.” marriage between soccer and cricket. News Bureau WILL IT ROLL? aming portal Zapak.com has launched ndustry insiders have serious qualms about the an augmented reality based advergame Ieffectiveness of the TVC. Santosh Padhi, chief Gfor Pepsi to extend its latest campaign, creative officer and co-founder, Taproot India, says, ‘Change the Game’ to the digital platform. “Apart from the main player Dhoni, there has to be Pepsi’s campaign features the rivalry between an idea. One player cannot win a match. There has cricket and soccer, and the idea behind this to be a team - the protagonist, the concept, the crea- game was to extend the excitement of this rivalry tive and effective execution that work hand in hand simultaneously on the digital platform and reach towards the success of a TVC. Yes, Dhoni will bring a wider audience. The Pepsi Sokket (derived recall but the rest are not up to the mark.” from soccer and cricket) game is available on Padhi feels that the creative product lacks enter- the iOS platform and Android devices and tabs. tainment value. “The strategy was good to get the The game is a marriage of football and four important members in the commercial vehicle cricket. The interface shows a football goal post category together, in one frame. But, the idea of with Indian skipper M S Dhoni standing with a sharing is done to death. They could have done it in cricket bat to defend it. Dhoni, with his cricket a refreshing manner.” Padhi adds that if the attempt aims to reach The games is an extension out to a pan India audi- of Pepsi’s ‘Change the ence by showing a Sardar, a Gujarati and others, the Game’ campign. attempt has not come off. Satbir Singh, managing bat, will hit boundaries and sixers instead of partner and chief creative kicking it back. The game needs users to score officer, Euro RSCG India a goal using the virtual ball created through sees it differently. “The augmented reality. The phone’s camera tracks TVC becomes a little bit the user’s leg movement. Once the user loads more memorable because of the game onto his device, he/she is prompted to new Change the Game campaign. The aug- Dhoni. And because he has a nationwide following. select the speed of the kick and the trajectory of mented reality mode makes it more of a physical This will help the brand reach out to the northern the ball. After the selections are made, the user is experience for the gamer, who is drawn into the belt, where one is used to seeing Tata or AMCO.” prompted to kick the ball and score goals. quirky game play and thrill of competition.” Singh feels that the agency has done a good job Commenting on the game, Rakesh Rao, Zapak has developed advergames (games with the lighthearted play between the characters. national sales head, Zapak.com, says, “The Pepsi developed specifically to promote a particular “But, when I saw the Dhaba set-up, with Lassi being Sokket Game is an innovation in gaming in the brand) for brands such as Domex, Mahindra, shared for the first time, I thought it would be one way it combines football and cricket, which is HUL and Pepsi. „ of the engine oil commercials,” he adds. „ the critical creative route used by Pepsi in its [email protected] [email protected]

<< FRQWLQXHGIURPSDJH introduced in June, 2011. has for the first time made it to the 12 months, a BlackBerry handset has Sony Ericsson has three models list with the BlackBerry Curve 9380. made it to the list. This reflects the this month; Micromax has two; and Commenting on the survey, a changing perception among users End of... Apple, BlackBerry and HTC have spokesperson of The Mobile Indian about BlackBerry, which was per- one each. Interestingly, BlackBerry says, “For the first time in the last ceived as a business smartphone till which saw a drop in price from a year back, rather than a phone for `28,000 to `25,000. the masses.” In this month’s survey, the Nokia The spokesperson further adds, C5-03 maintained its No. 1 position “So far Samsung has launched 25 consecutively for the eighth month, handsets in the Galaxy series in India while its stable mate, Nokia C6 and of them, seven have made it bagged the second spot for the third to the Handset Hotlist - four entry consecutive month. level; two mid range; and one above According to The Handset Hotlist `30,000.” for May, 2012, Samsung has widened The Handset Hotlist survey (May the gap over Nokia when it comes 2012) is based on a study of online to the desirability of handsets. As preferences of about one million compared to last month’s Handset people who visited the website in Hotlist, where the gap was of just April 2012 and searched for and one handset, this month 11 Samsung viewed information about mobiles models figure in the Hotlist, as on the site’s Handset section, which against only six from Nokia, which lists more than 2,000 models. „ has dominated the list since it was [email protected]

afaqs! Reporter, June 1-15, 2012 19

1(:63(23/( '(),1,1*020(176 SHUBHA GEORGE COO, MEC, Strong Pitch SOUTH ASIA because I was fortunate enough to work in a full- being in a branch office taught me some amount service agency in the ‘full-service era’. of profit and loss management as I had a lot of There’s a lot to learn from the hybrid culture interaction with the revenue projection side of a full-service organisation. In today’s spe- of things. This came in handy all through my cialist world, the one thing we’ve lost out on, career. is well-rounded communication professionals. Everyone is a master at what they do and know THE GROUPM PHASE little about the peripheral industries. n 2001-02 came the exciting phase of starting One of my defining campaigns at Ogilvy was Iup GroupM - it was primarily Mindshare at the relaunch of Cadbury Dairy Milk. I was the the time. As the GM of Mindshare Bengaluru I junior-most media planner on that business. had to get the office up and running, apart from That’s when I learnt how to look at media not media and planning and handling administrative just from a ‘numbers perspective’ but from an and managerial aspects. I learnt the importance overall brand point of view. Here, I learnt some of owning client relationships. It taught me that important things from Roda Mehta - being being one’s own boss comes with great respon- meticulous, paying attention to detail and know- sibility. ing that every decimal matters. She taught me to Another great learning came through the spot errors in voluminous amounts of data. process of integrating different agency cultures because teams came in from Contract, JWT and BENGALURU BOUND Ogilvy. It was nice to learn all this in a small, oving to HTA (now JWT) Bangalore in self-contained environment. I wouldn’t have got M1995-96 was my second defining moment. this kind of independence in Mumbai, perhaps. I worked primarily on the Unilever beverages The memorable brands that I worked on, at this business including Red Label, 3 Roses, Taj Mahal stage, included the entire UB Group (we did lot and Lipton. Since these were relatively smaller of creative work like pub crawls and integrated spending brands in the overall Unilever portfo- film marketing for this account) and IBM, which is the most structured and process-oriented cli- ent I have ever seen.

“Mindshare taught me INTENSE PITCHING that being one’s own y fourth defining moment was moving Mback to Mumbai in 2003 as the head of strategy for GroupM. The most important thing boss comes with great I learnt here was to pitch! Earlier, pitching was responsibility.” a pretty genteel affair. I learnt how to manage cut-throat pitching, right from putting together pitch documents to presenting them. I learnt a hubha George, COO, MEC, South Asia, lio, it became important for them - and us - to be lot during our successful pitches for Titan and believes that for an agency to stay fresh, there innovative and creative. Britannia. Smust be one new business win at least every 18 During my time at HTA, I honed my planning Asian Paints and Cadbury were two pitches months. The avid ‘whodunit’ fan speaks about the mile- skills and learnt about the rigours of planning for that we didn’t win but learnt so much from stones of her career. FMCG brands. This was when more sophisti- them, anyway. This learning came in handy later Joining Ogilvy in the early 1990s as a fresher cated data had started coming in and TV planning when I moved on to set up MEC in 2005. „ was my first defining moment. It was significant had started becoming more complex. Besides, As told to Ashwini Gangal 35(6(176 &$03$,*175$,/ New campaigns across television, print, out-of-home and digital media. TELEVISION

S MOBILITY MARUTI SUZUKI ERTIGA SONY CYBER-SHOT S Mobility has launched an entry-level touchphone series, This is the launch campaign for Maruti’s ‘Life Utility Vehicle’ The film features brand ambassador Deepika Padukone in Spice Flo. Two models, Flo Me and Flo TV, feature in the (LUV), the Ertiga. The TVC shows how the LUV helps a different avatars in a carnival atmosphere, on the lines of TVCs currently. The ad takes the shape of a stylised pop couple enjoy the different moments in life. the Rio Carnival in Brazil. music video. Agency: Lowe Lintas Agency: Hakuhodo Percept Agency: Ogilvy India Creative Team: R Balki, Amer Jaleel, Shriram Iyer, Executive Creative Director: Shobhit Mathur, Sabuj Group Creative Heads: Pradyumna Chauhan and Shayondeep Pal, Mohit Arora, Manzoor Alam, Mustafa Sengupta Mahesh Gharat Rangwala, Ira Gupta and Rishi Chandna Production House: Cutting Edge Production Production House: Good Morning Films Production House: Boot Polissh Films Director: Karina Taira Director: Shashanka Chaturvedi (aka Bob) Director: Shujaat Saudagar Producer: Billoo Sandhu PRINT CLUB FOX PETER The concept is that ENGLAND the clothing range The creative is is ‘180 degrees’ a descriptive hot. To highlight on how the bag this, the creative brand has several has been rotated compartments. 180 degrees. The copy elaborates on how the bag goes beyond storing only the material possessions. CNX The copy of the ad says that the first and the foremost for Client: Madura Fashion & Lifestyle. the newspaper is people’s opinion, in Aurangabad. Creative Agency: Mudra, India Advertiser: Executive Creative Director, DDB Mudra South: Naagal Garment Vipul Thakkar Advertiser: Lokmat Media Ltd Creative Agency: Deepak Advertising, Indore Group Creative Director: Deepak Singh Creative Director: Abhijit Joag, Leena Joshi Creative: Yogesh Prajapat Copy Writer: Vipul Thakkar, Karthik Venkat and Sudhir Art Director: Girish S. Rapatwar Copy Writer: Satyavrat Sinh Jadeja Sukumar Copy Writer: Deepti Navalkar OOH DIGITAL

NESCAFE SPECIALITY RESTAURANTS HIPPO INDIAN FOOD LEAGUE The campaign objective was to ensure amongst its TG To promote the initial public offer announced by Speciality Snack brand Hippo has launched a digital campaign called that the coffee remains beverage of choice in summers. Restaurants, a 10-day OOH campaign was started across the ‘Indian Food League’ (IFL), in which T20 fans are In an extension to the TVC, Nescafe’s outdoor creatives seven cities. The creatives were mounted on large asked to support their teams by supporting their regional showcases brand’s ambassador Deepika Padukone with outdoor formats such as billboards and foot overbridge dishes. The campaign is a crowd-sourced activity that message written ‘shake it make it’. hoardings. caters to the cricket fans’ love for snacking and eating. Agency: Percept Out-of-Home Agency: Posterscope Exposure: Mumbai, Delhi, Ahmedabad, Surat, Vadodara, Exposure: Delhi and Kolkata Rajkot and Jaipur Agency: Creativeland Asia

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

afaqs! Reporter, June 1-15, 2012 23

BRAND CIRCUIT It is time for the Olympics. As the Indian athletes head for London 2012, we try and identify the future stars of the endorsement game. By Ashwini Gangal with inputs from Anushree Bhattacharyya and Shibani Gharat

f the country’s top sports editors have got their predictions right, the London Olympics could be the best ever for India. It could turn out to be special for the number of medals the athletes are expected to rope in - after all, India is sending its largest contingent ever. IWhen India broke its drought of an individual medal in the Olympics four years ago, a couple of names - apart from the star of the show, Abhinav Bindra - stood out. Names like Vijender Singh and Sushil Kumar became household ones. But it was still cricket and tennis stars who got the bulk of the endorsement deals going around. This time, there seem to be quite a few medal hopes in various disciplines that – many hope – will come out of that shadow. The list includes Yogeshwar Dutt (wrestling), Heena Sachdev (shooting), Krishna Punia (discus throw), Vikas Krishan (boxing), Gurmeet Singh (athletics) and Bombayala Devi (archery). However, the big five names (they got the maximum votes from the sports editors) are five-time world boxing champion, Mary Kom; the 17-year old nemesis of Korean archers, Deepika Kumari; CWG shooting hero Gagan Narang; blue-blooded shooter Ronjan Sodhi and the young, aggressive boxer, Shiva Thapa.

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Brand-owners and celebrity managers would probably do well to keep a or the way Yuvraj Singh is likely to do soon). Being a hero in the face of close watch on these players. If they get on to the medals board, the former adversity is another plot that a brand can use by spelling out how the person will be waiting at the finishing line to sign them on. afaqs! Reporter made it big against all odds, the ‘small town guy making it big’ is one more analyses each of the contenders and what makes them favourites as future and a very young person winning big at the Olympics could be yet another. brand endorsers. “Every myth of the hero brings out a certain character and brands associate themselves with these characters,” adds Dabas. It is not just the and-they- STORY OF YOUR LIFE lived-happily-afterward-ending that works in the advertising circuit. For dvertising is all about story-telling and brand marketers look for instance, Ronjan Sodhi’s royal lineage can also make for an interesting story. Ainteresting stories that they can create around these brand endorsers. So the life of these players will make their stories more saleable and convincing. APPEARANCE FEE Consider the potential rags-to-riches story that athletes like Deepika he looks, the glamour quotient and the gender of the sportsperson Kumari and Narsingh Pancham Yadav bring to the table. The daughter of Tplay a very important role in the brand endorsement circuit. Which is an auto-rickshaw driver, Deepika comes from a poor family in Ranchi that probably why Vijender Singh performed better in the advertising circuit than had to compromise on the family budget in order to support her training. his fellow Olympians or why tennis star Sania Mirza stayed high on the top Deepika, who made her bows and arrows with bamboos and had mangoes for charts in spite of her inconsistent performance. Apparently, at one of point targets, stands for resilience, courage and a never-say-die attitude. of time Mirza endorsed five brands at a fee of `1 crore even when her world Similarly, Narsingh Pancham Yadav, a wrestler from UP, is the son ranking was lower than No 40. of a milk distributor and his mother manages their farm in Varanasi. Any In today’s marketing era, presentation and packaging hold an important visualiser or brand strategist worth his salt would be able to see the marketing place and so the physical appearance of the athlete plays a significant role potential in such stories that a brand can successfully leverage. in attracting brands. Says M Darshan, chief executive officer, Machdar The human-interest angle is something brands can play up in their Motorsports, “Every sportsperson comes with a certain individual image. As communication because this can help strike an emotional connect with against Saina Nehwal who is a more of an urban phenomenon, Mary Kom the consumers. Jitender Dabas, executive vice can synergise with and inspire rural people who’ve president (planning), McCann Erickson, explains gone through tough times because she’s got a why consumers buy into the ‘real hero’ story. The human-interest angle is similar story.” “Brands want to celebrate that heroism,” he He feels she is an ideal match for ‘mass brands’ explains. something brands can play up in their with the kind of wide reach that transcends class They do this by leveraging ‘the plot’, which categories. These include both ‘feminist brands’ could be one of several things: Being the first communication because this can help as well as so-called ‘patriotic brands’. From to win a particular medal could be one plot, a strike an emotional connect with Indian banks, women’s health groups, sanitary sensational comeback story could be another (the napkins to home grown insurance brands, she can way Lance Armstrong did after battling cancer the consumers. endorse them all because she stands for resilience,

afaqs! Reporter, June 1-15, 2012 27 &29(56725< determination and woman-power. She also has 6+,9$7+$3$ a chord. “So while the consumers may like Mary the first mover advantage because this is the first <($52/'%2;(5$66$0 Kom the person, they may not relate to the sport time women’s boxing has been included in the she represents. People may be able to reciprocate Olympics. by relating to her at a psychological level but The glamour quotient is also a function of the not with her sport. So from the point of view of SKILL SETS: Light of feet, good footwork; strong off-field behaviour of the athlete - such as their impact, her influence won’t go to the next level,” attacking instinct presence and behaviour at social dos, events and cautions Habibullah. shows. For instance, Ronjan Sodhi is known to ACHIEVEMENTS: Youngest Indian boxer to live life king-size. Though he is not much of a qualify for the Olympics, silver LOCAL VS NATIONAL D looker, this ought to count in the world of brands medal in the Youth Olympics. AN PO ndearing as it is, the human interest touch is R T B E

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marketing perspective, a large part of an athlete’s drinks. L the athlete can have. One way of looking at aura is his or her ability to communicate well it would be slot them according to the socio- in English. Premium brands tend to be skewed FOR: Youth, genre of sports, economic class they represent. towards the polished lot. aggressive image Going by that logic, Deepika Kumari and Shiva AGAINST: Army background could lead to Thapa look like ideal ambassadors for tier 2 and 3 THE SPORT ITSELF permission issues; reach limited to North East; not towns or rural zones, given their roots. But there’s he glamour quotient of the sportsperson is polished more to it than just social strata. Geography plays Tnot solely dependent on individual attributes. an equally important role. Athletes like Deepika It’s got a lot to do with the genre of sports as and Shiva have a strong regional pull, especially in well. “Boxing, for instance, is perceived as more Jharkhand and the North East, respectively. These glamorous than shooting,” says Anirban Das Blah Endorsement are the main buckets where their sport (boxing) chief operating officer, KWAN Entertainment and Potential: has developed in India. Marketing Solutions. `ODNK Says Cajetan Vaz, an independent brand Depending on the category that the brand consultant, “Sportspersons like these would operates in, the genre of sports becomes important. For instance some brands may gravitate more towards ‘softer’ sports like swimming or ‘precision The human interest angle is not sports’ like shooting over ‘violent’ games like wrestling or boxing. Ex-Olympian Hakimuddin all that a brand ought to look at. One Habibullah (the former swimmer who is a sports GETTY IMAGES consultant now) says, “Sports like rifle shooting, other important factor is the kind of wrestling and boxing may be viewed as having a than not from less privileged rural homes. streak of violence.” Navin Tomar, managing director and chief reach or influence the The genre of sports also creates a background executive officer, IOS (Infinity Optimal Solutions) athlete can have. for the sportsperson. There’s an evident divide Sports and Entertainment, says, “Shooting is like between the shooters and the boxers or wrestlers. golf - the equipment is expensive and is almost Shooters invariably hail from affluent families as always imported. Boxers, very often, come from not be attractive propositions for large national opposed to boxers or wrestlers who are more often poorer backgrounds. Wealthy urban families brands. Regional brands, however, might find normally don’t want their children to get into them affordable and relevant to their home state such hard-core, physically demanding games.” It and consumers.” So though he comes from a well 7+('$5.+256(6 is not just in India. Globally, too, boxers come to do family, Ronjan Sodhi’s brand potential for a from humbler backgrounds compared to the rest national brand may be limited but he may be a very of the athletes. viable ambassador for a brand targeted at hardcore ARCHERY Another related factor is the popularity level Punjabi households. Bombayala Devi, Chekrovolu of the discipline. Athletes belonging to ‘media- “While rural audiences may find it easy to relate Swuro, Jayanta Talukdar friendly’ sports like badminton have an obvious to athletes with similar roots, it is the relevance of edge over other less entertaining games like the ambassador that counts more than rich versus chess or rifle shooting when it comes to bagging poor, premium versus popular or mass versus endorsement deals. If the sport is visible in class,” says Jagdeep Kapoor, managing director, BOXING the media only during the Asian Games, the Samsika Marketing Consultants. Devendro Singh, Manpreet Singh, Commonwealth Games and the Olympics, then It finally boils down to the performance on the Vikas Krishan the longevity of the athlete’s brand value tends to day. August could turn out be a busy month for drop and they find it hard to sustain their brand both athletes and brand managers as the dust of the potential over time. Olympics settles and the winners are announced. ATHLETICS “The sport should have ‘activation potential’ Save this issue to see if any of the above predictions Gurmeet Singh (Walk), Krishna or windows of opportunity by being visible in the come true. „ Punia, Seema Antil and Vikas media or on screen. Brands can then monetise [email protected] Gowda (Discus throw) these,” says an independent brand consultant. One other important aspect that makes an athlete more Based on additional interviews with: brand-friendly is the impact-level or inspiration Akash Goswami, Times Now; Bobilli Vijaykumar, power of his or her sport. This means that the The Times of India; Digvijay Singh Deo, CNN- SHOOTING likelihood of audiences taking up that sport after IBN; Harish Bijoor, Harish Bijoor Consults; Heena Sachdev watching it is more. Experts call this the ability Manisha Malhotra, Mittal Champions Trust; of a sport or athlete to inspire mass participation. Mikhail Vaswani, Neo Cricket; Sandeep Dwivedi, If the sport itself has a very small consumer or Indian Express; Sanjeev Karan Samyal, Hindustan WRESTLING participation base, so will the ambassador from Times Mumbai; Sonali Chander, sports consultant; Narsingh Yadav, Yogeshwar Dutt that sport. Suman Srivastava, Marketing Unplugged; Niche, ‘low impact’ sports, may or may not Suraja Kishore, Publicis Ambience; Thomas generate consumer participation depending upon Abraham, sportzpower.com and Vijay Tagore, the sport itself even though the althete may strike DNA.

28 afaqs! Reporter, June 1-15, 2012 1(:60(',$ SATYAMEV JAYATE Beginner’s Luck? The primetime telecast of the first episode of Satyamev Jayate garnered an overall TVR of 4.08 in the six metro regions. Will the pace hold? By Anindita Sarkar

ccording to TAM, on Star Plus, the property scored LOSING THE GRIP 3.79 TVR in the HSM A atyamev Jayate has successfully created a brand of its own and market across three metros. While therefore, from Aamir Khan’s perspective, the show is a clear ‘hot’ the primetime telecast of Satyamev S success. However from a hardcore buyer and advertiser’s perspective, Jayate has garnered an overall TVR of the show has failed in efficient delivery. 4.08 across all channels in the C&S The weekly ratings from TAM suggest some surprising revelations. 4+ market in the six metro regions Much against anticipation, Satyamev Jayate on Star Plus has failed to (Mumbai, Delhi, Kolkata, Chennai, make it to the Top 10 shows in the Hindi speaking market (HSM) for two Bengaluru and Hyderabad). consecutive weeks since its launch. Not just this! If the For the record, the primetime (11 launch episode of the much-touted property - garbed in am to 12.30 pm) telecast TVR stands Aamir Khan glory - opened with a TVR of 3.02, its second for the percentage share of universe episode ratings slipped even further to score 2.63 TVR on The show’s prime- that was watching the show at any Star Plus for the week ended May 19, 2012, as per TAM’s point of time during the telecast latest data. And therefore, with this, the show that stood time telecast was across all the channels. at the 12th spot during its launch week has now dipped to viewed by about With an approximate 6 lakh plus the 17th spot in the most-watched show hierarchy in the views on YouTube and close to C&S4+ HSM market. 81,46,000 viewers in 7,08,232 likes on one of the fan pages Despite all that, the property has fruitfully established on Facebook (at the time of filing the itself as a socially relevant show with Khan at the helm, C&S 4+ age group. report), Aamir Khan-led Satyamev simultaneously awakening the 11 am slot on a Sunday. Jayate has surely become a blockbuster For the record, the show’s first episode scored a TVR terrestrial, cable, satellite, age group hit across the social media circle. Not of 4.88 in the all 4+ HSM market across all channels in 4+) and the ratings stand a little to forget, the show and the subject of week 19. The channels include Star Plus, STAR Pravah, higher at 4.27 TVR. its first episode have also been one DD National, ETV, STAR Utsav, Vijay, STAR Jalsha, STAR The mid-week data from TAM of the top 10 trending subjects on World and Asianet. In week 20, the score stands at 4.37 also suggests that the show’s TVR (for the second episode). Twitter. According to Blogworks, a primetime telecast was viewed by But, here is the let down! From a hardcore buyer and social media consulting firm, the total as many as 81,46,000 viewers in advertiser’s point of view, the show has failed in efficient tweets (including re-tweets) for the delivery. ‘‘While the expectations were very high at the (top) Menon and the C&S 4+ age group; for all 4+ show stood at 26,452 on May 6, 2012 initial stage, the levels are much lowered now. And, if Yadav: not negative markets, the cumulative reach during (the day the show was launched), such a rating trend continues, then the expectations will the primetime telecast was 89,60,000. wherein the total re-tweets were significantly diminish. Evidently, this also means that advertisers will not be ready Additionally, for Star Plus alone, the 10,890 and the total reach (number to pay such high premium on the property,’’ says a top media buyer. show has garnered 3.79 TVR across of unique users exposed to a message Nevertheless, the brands which have come on board as sponsors and advertis- the three metros (Mumbai, Delhi and or brand) stood at 1,18,93,522. ers, have sure had a positive effect on the audiences due to their association with Kolkata) in the HSM market. But even as the buzz stays high, the show. And, in that case, the show has delivered in terms of a positive rub off, Various media experts feel that does this maddening fervour reflect says Rajni Menon, associate vice-president, Carat Media. while the show has exhibited a on the nationwide curiosity with According to Gayatri Yadav, executive VP marketing and communications, the healthy performance, they expected which the Indian television viewers key for any given show lies in its time spent. ‘‘And for a new morning habit like it to deliver more than 4 TVR (at watched the first episode of the show Satyamev Jayate, the time spent stands at an approximate 35 per cent which is least) across the HSM market. on Sunday (May 6) at 11 am? almost equivalent to KBC.’’ However, considering the time slot These channels include Star Plus, Also, the show delivers three vital elements - an aggregation of national that it occupies, the performance still STAR Pravah, DD National, STAR audience, a prime platform to connect and finally exclusivity to the sponsors remains “good if not great”, is the Utsav, ETV, Vijay, STAR Jalsha, and advertisers. ‘‘This means that if a brand is on the show, no other compet- universal consensus. STAR World and Asianet. Consider ing brand will be a part of the show either as a sponsor or as an advertiser,’’ Says PM Balakrishna, CEO, Allied the terrestrial market too (that is, she defends. Media, “While the channel and Aamir Khan have together succeeded in creating a huge brand connect in terms of numbers, the show could have done better to be more attractive to the advertisers.” RS Suriyanarayanan, business director, LMG, says, “Any programme that goes beyond 2.5 TVR in the HSM market is considered to be a top programme in the region. And, with a Sunday morning 11 am slot at hand, the show has done well for itself.” “If we look at the time spent on this show, the data indicates that many of them did not stay on it SUSHIL KUMAR Balakrishna, Suriyanarayanan, Nagpal and Tripathi: wait and watch FRQWLQXHGRQSDJH>>

afaqs! Reporter, June 1-15, 2012 29 32,1762)9,(: Is the Line Between Fame and Notoriety Getting Blurred? Several personalities and brands are leveraging negative publicity to their advantage. Is the thin line between fame and notoriety disappearing? By Shibani Gharat

$7,.$0$/,. 1$1'$.,6+25(6(7+85$0$1 5$9,'(6+3$1'( 9,1$<.$1&+$1 Sr VP JWT India Head – Marketing, Bharti AXA Chairman, Contract Advertising Brand Consultant SUSHIL KUMAR FOTOCORP FOTOCORP IN COUNTRIES SUCH MY ADVERTISING IT IS THE ‘NOTORIETY IN TODAY’S AS THE US AND UK, A PROFESSOR ONCE GIMMICK’ THAT MANY ATTENTION - CENTRIC SO-CALLED CELEBRITY’S SAID ‘‘THERE ARE RESORT TO. BUT THE ECONOMY, THERE IS NOTORIETY HAS GOT TWO VEHICLES GIMMICK COULD BE NO SUCH THING AS THE PERSON FAME. WHICH WILL SELL SHORT LIVED BECAUSE NOTORIETY. AT TIMES, LOOK AT PERSONALITIES ANY PRODUCT - SEX THERE IS NO SHORT-CUT IT IS A GOOD THING SUCH AS KIM AND RELIGION’’. TO HARD WORK. IN THE CLUTTERED Kardashian or Paris Hilton Remember Phoenix Shoes? Fame based on talent has a market. But, it is also on how the – they are the children of MR Coffee? They did get spoken far better, greater and lasting world sees it. notoriety. about a lot around then. Some value. Gimmicks especially I do not personally find it This trend has travelled even applauded their ‘boldness’. do not rub off positively on right to leverage on notoriety. to India as well, and you I wonder where those brands are brands. The brands always Within notoriety also, there are today. Brand endorsements work golden boundaries. Also, a lot of get to see characters such as need a positive rub-off at all only if there is a fit between what brands are seen to be doing it. Poonam Pandey cashing in on points in time. Just being the brand stands for and the per- Conformity will become a virtue it, in a big way. It is the media sonality of the celebrity. noticed might help the brand in some time. that enjoys this the most, Another example: Mallika in short-run, but for a sus- The path of notoriety will more than the consumers. Sherawat – a personality known tained value, there is an image help well only if it fits well into Sunny Leone has got more for her notoriety than sub- or reputation that needs to be the character of your brand. herself many endorsement stance – endorsed 7UP briefly built. It would work well for brands deals because of the kind of only to find that the campaign Fame based on positive such as Virgin or Benetton. It reputation that she has. Her didn’t click and was eventu- perceptions is much more is good to be bad, up to a limit. notoriety can help the brand ally dropped. Yana Gupta even valuable than notoriety. Personalities such as Madonna catch initial set of eyeballs. tweeted about her wardrobe and Lady Gaga continuously seek But it is not going to help malfunction and openly invited to provoke. I feel brands should sustain a brand communi- ‘innerwear’ brands for endorse- only join hands with such per- cation for long. In India, I ments. I don’t see her on any. sonalities only if they are in tune Morality and ethics have with such characteristics. do not foresee such a trend blurred lines, but it is the job of continuing. Indians are still the marketer to understand the sensitive about such issues. brand’s values.

30 afaqs! Reporter, June 1-15, 2012

1(:60(',$ SAB TV No Laughing Matter One of the biggest bets of the channel has failed as its new show, I Love My India, did not garner enough ratings. The channel spent about `3 crore for the marketing of this show. News Bureau

AB TV, the second general entertainment channel offering of MSM, withdrew ‘I Love SMy India’, the patriotic comedy show, on May 5. The channel had high expectations from the show and it was marketed heavily. Apparently, the show failed to garner the expected response. ‘I Love My India’ saw the highest marketing spend from the channel (of about `3 crore). It was launched on February 20, close on the heels of two other shows, Chidiyaghar and R K Laxman ki Duniya, which garnered TVRs of about 2.27 and 1.45, respectively (TAM, C&S 4+, HSM) in the initial four weeks. Against this, ‘I Love My India’ scored average ratings of about 0.44 TVRs, with an opening episode rating of 0.88 TVRs. Due to this lukewarm response to the show, it was decided to withdraw airing of ‘I Love My India’. A fresh show announced recently is expected to push up the slot ratings. Anooj Kapoor, executive vice-president and business head, SAB TV, says, “The show did not Anooj Kapoor, Deven Bhojani, Vipul Amrutlal Shah with work well right from the first day when it was the starcast of the show ‘Bhai Bhaiya aur Brother’ aired. We had higher hopes from the plot but it was not taken well by the audience and the show of the movie Pardes. I dont think bringing that in couldn’t garner enough ratings to keep it going.” the humorous angle was a mistake. It’s just that afaqs! Reporter spoke to some media experts “The show did may be the execution failed at some level.” and tried to explore the reasons for the dismal not work well For the record, the new show (Bhai Bhaiya performance of the show. right from the Brother) will be aired at 8 pm on weekdays. It A media expert on condition of anonymity depicts the problems faced by a joint family which says that the show would not have worked for a first day when it is a combination of three nuclear families. country like India. The expert says, “Patriotism was aired.” Kapoor adds, “The new show fits into the is perceived differently by everyone in India. The ANOOJ KAPOOR channel’s values of promoting the joint family show, I Love My India, had a certain perception system. The best part of the show is that it doesn’t which was closer to the previous generation. The concentrate on any one region.” younger India doesn’t look at patriotism that way.” Generally, a channel like SAB spends about Amit Ray, director, Wise TV, says, “Humour is patriotism was something that didn’t work. A `1-1.5 crore on the marketing of a show. However, something that can be blended with any concept show can fail either on subject-sensitivity level, SAB claims that it will spend a little more on the very nicely. Humour is not satire. It doesn’t put concept level or execution level. The plot used for promotions of this show. „ anything down. So, I won’t say that humour and the show has worked very well before, say in case [email protected]

<< FRQWLQXHGIURPSDJH Sundeep Nagpal, director, the record, industry experts state that In today’s media world, most of Stratagem Media, says, “While I hope a 10-second slot on the show is the deals are cracked on the basis the show does well, I am also worried valued about `10-12 lakh for the of CPRPs (cost per rating point), Beginner’s... that as the high decibel promos overall network package. wherein advertisers put the money for more than 10 minutes. And this subside, the ratings could eventually A top media buyer on condition only where the mouth is. Agreed that indicates that in the future, the show fall.” of anonymity says, “At an average at least for the sponsors the show has may not be able to hold onto the Meanwhile, there is also rating of about 4.7 TVR, a 10-second created a stupendous buzz, but 60-70 viewership of its first episode,” says anticipation at play that the show spot on IPL is being sold for around per cent of revenues for any given Praveen Tripathi, chief executive, could eventually stabilise in and `5.5 lakh. Therefore, if Satyamev show still depend on spot buys. And Magic9 Media & Consumer around a similar TVR (those already Jayate is being considered a national according to another media pundit Knowledge. delivered). But that could also telecast property like the IPL, then who does not wish to be named, there Evidently, it cannot be overlooked motivate advertisers to negotiate on one must understand that to ask `10 are not many advertisers who would that the show’s well-designed pre- the premium 10-second slot rate that lakh for a 10-second spot per episode be willing to pay such a premium launch promotions had influenced STAR is currently demanding. For is just not justifiable.” until they are acknowledged as a the huge curiosity factor. Hence, socially conscious brand. a high viewership was nothing “And this is all the more reason but expected! And therefore, the Industry experts state that a 10-second why we have to wait and watch how following few episodes of the show the show performs in the next few will finally determine the content slot on the show is valued about `10-12 episodes,” he says. „ viewership trend for the property. lakh for the overall network package. [email protected]

32 afaqs! Reporter, June 1-15, 2012 1(:60$5.(7,1* IPSOS SURVEY “Sorry, there’s a call waiting” A survey by Ipsos indicates that 31 per cent of Indian mobile phone users would give up sex rather than part with their mobile phones. What can be the implications of this? By Ashwini Gangal

hen asked why the mobile media distribution and analytics platform “‘Nomophobia’ WSeventynine was so called, the found- (the fear of being ing authorities told afaqs! Reporter that it was because the mobile phone has become the 79th without one’s body part in the human body, that is otherwise mobile phone) known to have 78 body parts. A recent omnibus is an established survey conducted by market research company Ipsos seconds this. phobia, today.” The study reveals that 31 per cent Indian KIRAN KHALAP scores the importance of mobile as a medium mobile phone users are ready to give up sex for for marketers. “No one has, yet, found a way to a mobile phone, and shows that the all-pervasive FOTOCORP leverage mobile without being invasive (like the gadget is indeed analogous to a body part. constant telemarketing text messages),” she says. A total of 1,003 respondents across India were “It reminds me From a psychological perspective, this find- asked whether they’d rather give up sex or their of what Prasoon ing shows us that people are leading ‘gadgeted mobile phones. Of these, 813 were male and 190 lives’ and individual privacy is gaining more were female. Joshi once said, importance than spending time with others. “It While 715 respondents were under 35 years ‘Social network- reminds me of what Prasoon Joshi once said - of age, 249 fell within the 35 to 49 years age ‘Social networking is making us anti-social’.” bracket, and 39 were between 50 and 64 years. ing is making us While Lloyd Mathias, marketing consult- Overall, 69 per cent of the total respondents anti-social’.” ant and former CMO, Tata Teleservices and said that they’d give up their mobile phones, PRITI NAIR Motorola thinks that the manner of using sex as while 31 per cent admitted that they’d rather a comparison is partially metaphorical. It serves forfeit sex than part with their prized handsets. FOTOCORP to highlight the kind of importance people place afaqs! Reporter finds out the implications of on their mobile phones. He also feels that it is these findings for brand marketers and advertis- “The phone is the omnipresence and ubiquitous nature of the ing agencies alike. mobile phone - especially the smartphone - that Kiran Khalap, co-founder, chlorophyll, says, not a device for has taken over people. Marketers need to look “Besides a funny TV commercial that makes connectivity at how they can reach out to and influence con- some self-referential mention or a reference sumers who are on-the-move and live their lives to the finding in the form of a funny parody, I alone; it literally through their phones. don’t see how, as an insight, it will aid anything runs the lives of From a media spend perspective, he says, “I in marketing. This is because the finding is a most people.” feel that while mobile advertising is definitely fact, not an insight. This fact can be helpful growing, many people still view the mobile as a GAUTAM TALWAR for advertising (for instance, a one-off ad in medium that takes them to their favourite web-

the short run) but not from a long term brand FOTOCORP sites. So those who don’t have access to a laptop perspective.” or computer use mobile as a ‘deport medium’.” He mentions that with Google goggles and However another media person feels that the potential ‘embedded mobile phones’ today, peo- “The manner social life of people is taking over the impor- ple want to be connected all the time. The tance of their personal and sexual lives. Gautam mobile is a doorway to privacy and to a whole of using sex as Talwar, chief strategy officer, Rediffusion-Y&R, new world. It is a lifeline for many. He also a comparison is says, “This is the reason for the shift in behav- states that ‘Nomophobia’ - the fear of being partially meta- iour. There is a clear indication of growth that without one’s mobile phone - is an established people can see in their social barometer (via phobia, today. “But I don’t see how this finding phorical. tweets, retweets, likes and dislikes) on social can help from a brand marketing point of view,” LLOYD MATHIAS sites. No such barometer exists to indicate their he concludes. progress on the personal and intimate front.” Priti Nair, co-founder, Curry-Nation feels He feels that though sexual intimacy is not that besides the comparison to sex, mobile is the a big deal with today’s youth as it is a lot more biggest boon that’s happened to India. She feels accessible than it was earlier, the importance that it is a huge tool for marketers which has not “Even looking at given to sexual intimacy is on a decline. been used well yet, except in the case of Axe’s one’s partner’s Talwar further adds, “Today, the phone is Wake Up Call campaign, which was the first, not seen as a device for connectivity alone. It biggest and last innovation in the mobile space. phone is consid- literally runs the lives of most people; it has She further adds, “We have not yet been ered an invasion become an appendage for them. Sometimes, able to use a mobile app on this medium in an because of its internet connectivity, the phone engaging way. So there is a gap there. We keep of privacy and a also plays the role of a surrogate sex provider as thinking of digital as the internet but in India, breach of trust.” it links the consumer to online sexual content.” digital is the mobile phone.” MADAN SANGLIKAR She makes a point that this finding under- FRQWLQXHGRQSDJH>> FOTOCORP

afaqs! Reporter, June 1-15, 2012 33 352),/( _1(:6 SANJAY THAPAR I CEO I BATES << FRQWLQXHGIURPSDJH Sorry... He mentions another interest- A Logical Planner ing takeaway of this research which says ‘how we feel about ourselves’ is becoming increasingly more By Anushree Bhattacharyya the stinking socks they wear. Basically it teaches you important and one’s connectivity the real meaning of life,” he reminisces. via the mobile device keeps rein- Back then, Bata India had two divisions - wholesale forcing one’s own self image. Sex fter 14 years at Ogilvy, Sanjay Thapar is all geared (the Bata Shoe Company) and retail (Bata India). He does not satisfy this particular need. up to take over as CEO, Bates – an agency which, of explains, “Suddenly, one was made to face competition He further adds, “The larg- Alate, has been in the news for all the wrong reasons. which was far bigger as people would think the former est implication for all advertising Thapar comes across as a no-nonsense man, who was fake and would often question us on why they and marketing professionals is to knowsknows hishis businessbusiness andand isis readyready to faceface a challenge.challenge. were not being given original Bata shoes.” observe and analyse these shifts UnlikeUnlike many youngsters, Thapar hadhad After spending almost eight years there, Thapar in behaviour patterns and ensure hhisis career pplannedlanned out, as soonsoon got attracted to the communication industry. He then that these shifts are taken on board aass hehe completedcompleted hishis MBA.MBA. while creating marketing and com- ““II wanted to be a partpart ofof munication strategies for brands.” tthehe communication busbusi-i- He concludes saying that behaviour nnessess for a short while afterafter shifts such as leading double lives sspendingpending few good yearyearss “The main thing is that - one in the physical world and iinn sales and marketing. AtAt one needs to align people the other in the digital world - and tthehe end I had plplannedanned ttoo having a completely different set of rreturneturn to marmarketingketing bbutut tthathat towards one goal and rules of social etiquette for the two ddidid not happen.”happen.” worlds, will have implications on AArmedrmed with an MBMBAA one agenda.” how we communicate with people ddegree,egree, he joinedjoined Bata inin in these media in the future. 11987.987. One of the mamajorjor com-com- papaniesnies in the retail sector, BataBata shshowedowed himhim thethe realreal world.world. joined RAMMS (Retail Advertising Marketing & Of the 1,003 ““YouYou neeneedd to ddealeal witwithh concon-- Merchandising services) India in Bangalore. “For me, sumers on day-to-daday-to-dayy it was a nice bridge between communications and the respondents, 813 bbasis,asis, from assistinassistingg corporate world. Moreover, it was in retail, which I were male and 190 tthemhem on the shoshopp understood, thanks to my Bata years.” flflooroor in selectinselectingg At RAMMS, he had to set up the office from were female. tthehe rirightght pair ooff scratch, creating processes and systems, building a shoes andand inin work culture and growing the business. Madan Sanglikar, CEO, ad2c, tthathat procesprocesss After a brief stint with Mudra, Kolkata, Thapar says, “This finding is obviously eenduringn d uring joined Ogilvy in 1998 as general manager. At Ogilvy, more indicative than literal. It’s a Thapar went through three phases that brought about reflection of the extent to which a turnaround of sorts every time. people are willing to go just to “While earlier Calcutta was said to be the mecca of be near their phones. The find- advertising, the scene changed drastically with busi- ing clearly states that the mobile SUSHIL KUMAR nesses moving out of the city and the branch was kept phone has become a very personal mainly for two reasons – sentimental attachment and element. Looking at one’s partner’s the need to have a national footprint. I turned it into a phone is considered an invasion of profitable business.” the person’s privacy and a breach The next phase came in 2003 when he shifted to of trust.” Delhi. “Delhi was a market which was growing and From a media perspective, Ogilvy was happy with the 5-7 per cent growth it had, Sanglikar states that if a brand at that time. What was missing largely was the energy creates engagement-led models that and a change in perspective on how you approach engage the consumer through the things. If you want something badly, you’ll find a way phone, then it can stay connected to get it and finally you succeed. The main thing is to them for the longest time period that one needs to align people towards one goal and because consumers nowadays never one agenda. The whole organisation then rallies stay away from their phones. So, towards that agenda. That’s what happened with brands should start looking at the Ogilvy Delhi.” mobile phone as a serious touch- According to Thapar, Ogilvy is an agency point. The mobile advertising that allows people to make mistakes and live up to their market is less than 1 per cent of the potential. “I think an organisation should encourage total advertising market, so brands you to try different things and learn from mistakes. are clearly not doing enough. In the process, one can become more robust,” he adds. “We’re at the initial stage of Thapar has been focussing on digital and shopper the mobile marketing evolution so marketing over the past few years. He feels that these this is a good time to realise the categories will become more and more important. importance of all engagement-led While Bates has strong shopper marketing and out messaging and voice efforts on the of home divisions, Thapar’s task is to drive the ATL mobile medium. The app market is part of the business. “It is this challenge that made me still small and is slated to grow,” he move,” he says. „ concludes. „ [email protected] [email protected]

0 afaqs!afaafaaqqsqs!s!s! Reporter,ReReppoporoorrttererer,,J JuneJuneununnee 1-15,1-1-11515,55,, 20220120 1122 1(:60(',$ RAM Listening Posts A research conducted by TAM Media Research has revealed that southern metros have seen over 30 per cent growth in listening thresholds, against Ahmedabad’s 15 per cent growth. News Bureau

AM Media Research recently per cent to 87 per cent. launched the second round of Jaipur has seen a proportionate Tlistenership sweeps through contribution to listenership from all its radio audience measurement “After the first sweep SECs. There has been a significant (RAM) service. The research is drop in listenership thresholds carried out in nine major markets, in October last year, across the day. While morning including Ahmedabad, Chennai, this second one shows day part continues to be the one Hyderabad, Indore, Jaipur, Kanpur, interesting changes in where listenership peaks at a lower Lucknow, Nagpur and Pune. threshold, Sunday emerges as the one The research revealed that radio consumption with highest reach and time spent southern metros have seen more patterns.” levels. than 30 per cent growth in listening L V KRISHNAN Meanwhile, in Indore, the thresholds. However Ahmedabad, listenership peaks have interchanged Chennai and Hyderabad are the major between mid-morning and morning, growth markets. Sunday listening has with the latter emerging as the seen a significant growth in almost all FOTOCORP highest. The time spent levels have the cities, claims the report. seen a sharp growth during the nights. Speaking on the latest research release, 10 per cent. Time spent during day-time has In-home listening share has dropped significantly L V Krishnan, CEO, TAM, says in an official dropped marginally. from 94 per cent to 71 per cent. The maximum communiqué, “The second out roll is as per Chennai has seen a drop in the cumulative growth was witnessed in the car share of listening timelines committed by us to the industry. reach levels during the day time, while the (22 per cent). After the first sweeps in October last year, this time spent during the same time has increased Hyderabad has witnessed doubled time spent second one shows interesting changes in radio significantly. Share of SEC C’s listening and the levels during the day parts. While evening and night consumption patterns. While in some markets, the in-home listening has grown to 43 per cent (from listenership levels have increased significantly, the radio consumption base itself has seen an increase, 37 per cent) and 87 per cent (from 76 per cent), mornings have seen a drop. Contribution from in others, granular trends like out of home (OOH) respectively. Saturday has the highest listenership SEC A and B has increased in the city. In-house listenership have seen an encouraging increase.” thresholds in the city. listening share has dropped by 6 per cent, which Ahmedabad has witnessed about 15 per cent Nagpur has experienced a rise in daily cumulative reflects in the growth of the listening share in car, growth. The peak at 9 am has grown by 70 per reach, with Sunday being the maximum. However, travel and conveyance. The city has seen equal cent in the city, while the cumulative reach levels time spent levels have gone down across all days. during the morning part have increased by about In-home listening share, too, has grown from 83 FRQWLQXHGRQSDJH>>

BIG CBS SPARK PUNJABI Top 20 Countdown, Saj Dhaj Ke may acquire Punjabi movies, once and Big Memsaab. Saj Dhaj Ke is the local content is in place. a fashion-based show, wherein a The movies programming block Going Local local celebrity will discuss the latest on Big Magic, Superhit Cinema, fashion, while Top 20 Countdown will be extended to Spark Punjabi. The channel will concentrate on non-fiction content for is a regular countdown show. Big Anand Chakravarthy, EVP and Memsaab is a women’s talent show. business head, Big Magic, says, the first six months. By Raushni Bhagia Big Memsaab and Big Boli “When we launched, we focused on Star, the two talent hunt shows, establishing the channel as a general park Punjabi, the Punjabi gen- are being auditioned on-ground entertainment channel in Punjabi. eral entertainment channel in six major markets including Most of the regional channels in Soffering of the Big CBS group, Amritsar, Jalandhar, Ludhiana, this region have religious or musical is ready to launch local content on Patiala, Chandigarh and Jammu. content. Now that we have seen an the channel. Since its launch in The production cost of these shows opportunity to introduce local con- January, 2012, it has aired only inter- is about `1.5-2 lakh per episode, as tent, we have consciously decided to national content dubbed in Punjabi. per industry sources (generally, the start with the reality genre.” Now, the channel will introduce cost for such shows on a regional The channel has planned a 360 about two hours of local content on channel may go up to `3.5 lakh). degree marketing campaign includ- a daily basis, July onwards. It is learnt that the channel will ing OOH, wall wraps, viral SMS The channel will launch four initially concentrate on reality based campaign, social media, along with reality shows and will also air two content for the next six months. in-house TV and radio platforms awards nights (Punjabi Music and Subsequently, it may look to pro- across 22 cities in Punjab, Haryana, Punjabi Entertainment Awards). duce fiction series as well. For the Chandigarh and Himachal Pradesh. The first show, Big Boli Star, a next two quarters, the channel will The channel has taken on board talent hunt to pick the best boliyaan Chakravarthy: starting with reality focus on establishing its foothold in ICICI Bank, Idea Telecom, Nirvana (a traditional Punjabi folk art) sing- the three genres - international con- Green and Diza Jewellery as spon- ers, has just launched. Following to be aired on June 10. tent, music shows (during day time) sors for Big Boli Star. „ that, Punjabi Music Awards, is set Other shows in the pipeline are and reality shows. Also, the channel [email protected]

afaqs! Reporter, June 1-15, 2012 35 %<,19,7$7,21 Some of India’s well-known professionals write on issues that they feel passionately about

GAURAV SRIVASTAV Red Volvo, 3 Idiots

ast time I checked, the cost source of content. Content that to reach a thousand people pulls in eyeballs and has a captive through a TV advertisement audience. campaign of a mass brand UÊ œÃÌÊ œvÊ Ì iÊ w“ÃÊ >ÛiÊ >Ê «Ài`i- Lfrom the stable of an FMCG giant fined way of being made - songs, on television (OTS 2) was well action, drama and comedy in over the 100 paisa per person mark. equal doses, and a star cast that This is when the reports are at best people follow - so development an extrapolation of numbers up to of a benchmarking system is easy. 10,000 times. UÊ
Ê Vœ˜Ãi˜ÃÕÃÊ V>˜Ê LiÊ Ài>V i`Ê œ˜Ê To a serious media manager, this parameters of brand placement situation is scary, especially when he in the movie. It would be an knows that people switch channels easy exercise as the people who during ad breaks. control the big productions and Brand and media managers have distribution are few in number. been conscious of this for a while UÊ *œˆ˜ÌÃÊ ­Ó®Ê >˜`Ê ­Î®Ê V>˜Ê LiÊ ÕÃi`Ê now and hence, we have seen a in combination to generate the gradual inclination to take the con- * ʓœ`i° tent approach. Brands have invested Once the above is achieved, mov- in TV serials, so ngs and viral videos ies will become a true gift for the for YouTube. An ardent TV watcher brand manager trying to reach the (the number is on a decline) would Indian audience. remember Cornetto Luv Reels or the Consider this for a perspective: a cookery shows created by LG. The successful movie like ‘3 Idiots’ can Boost song for Sachin Tendulkar reach up to 1.5 crore of the target sung by Dhanush also garnered good audience for a mass brand through views on YouTube. theatrical release. A brand faces similar issues here. vÊ ÞœÕÊ >``Ê /6]Ê /Ê >˜`Ê 6 Ê The cost of creating content is huge release - the number would swell up and its utility will only accrue if it’s to about 2.25 crore and, if negotiated a hit; it becomes a creative prob- well to start with, the average cost of lem now, and the marketer needs reaching to this base would come to to know how to shoot arrows in the about 18-20 paisa per person. dark. The fundamental of measure- For a more conservative estimate, ment science, pre-evaluation, goes let’s consider something like ‘I hate for a toss and most post-evaluations love stories’. Assuming we are work- determine an acute cost-benefit ratio. ing with a mass brand and we do So what does a modern mar- negotiate well, the movie would have keter do to ensure that he spends less taken the brand to a target audience amount of money per possible con- of about 45-50 lakh through theat- GOGOL sumer reached, and is more effective ÀˆV>Ê Àii>Ãi°Ê /6]Ê /Ê >˜`Ê 6 Ê in conveying the message across? would add a further 30 lakh eyeballs The answer, in theory, is simple - 7KH,QGLDQILOPLQGXVWU\FDQVHUYHDVWKHPRVW at an average cost of 15-16 paisa per ride on someone else’s content and target reached. pay only if it is able to reach your HFRQRPLFDOPHGLXPWRUHDFKWKHFRQVXPHU The Indian film industry is at audience. In practice, however, there an age and time when it can serve are many bottlenecks to this. as the biggest and most economical UÊ œÜÊ `œÊ ޜÕÊ i˜ÃÕÀiÊ Ì >ÌÊ Ì iÊ The problems are being faced with more than 3 billion walk-ins medium to reach the consumer. content source is regular and has by marketers around the world - every year. Movies are the biggest It is time for the brand manager mass reach? in North and South America, in religion in India after cricket, and to put a proper strategy in place and UÊ ÃÊ ˆÌÊ «œÃÈLiÊ ÌœÊ Li˜V “>ÀŽÊ Ì iÊ Europe, West Asia and Southeast most importantly, cut homogene- look at placement in movies as a content for pre-evaluation? Asia. In the Indian context though, ously across the consuming class potent way to communicate with his UÊ œÜÊ`œÊޜÕʓi>ÃÕÀiÊÌ iÊ`iˆÛ- there is a possible answer. audience. And of course, the most audience. „ ery of the message and treatment potent tool of setting fashions and of the brand in the content? MOVIE MAGIC trends. UÊ œÃÌÊ ˆ“«œÀÌ>˜Ì]Ê œÜÊ `œÊ ޜÕÊ he makers of more than a thou- What the Indian film industry can arrive at cost per consumer Tsand films in a year, controlled do for a brand manager is to: (The author is a media and marketing reached? by a few big names in every language, UÊ *ÀœÛˆ`iÊ >Ê Ài}Տ>À]Ê Þi>ÀÊ ÀœÕ˜`Ê consultant.)

36 afaqs! Reporter, June 1-15, 2012

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MAHINDRA RETAIL << FRQWLQXHGIURPSDJH Listening... Mother’s World and high levels of listenership thresholds during weekdays and weekends. The flagship brand of Mahindra Retail, Mom & Me, has entered publishing Pune, too, has seen similar listenership with the launch of a maternity magazine. News Bureau thresholds across the day parts, while the contribution from different places remains the same. Sunday has had the he maternity retail outlet of Mahindra Retail, and Mandira Bedi - about their experiences of moth- Mom & Me, has entered the publishing space erhood. The content of the new offering will include Twith the launch of its first maternity magazine, a mix of stories, features, tips and advice from real titled Mother’s World. The quarterly offering is a parents who share their experiences, besides tips on subscription-based title that will provide information, fashion trends in maternity wear. The magazine has assistance, tips and guidance for early parenthood as been divided into sections covering various aspects well as soon-to-be parents. of parenthood including conception, infancy, toddler The magazine was launched on Mother’s Day years and relationships. It also has a section on lifestyle (May 13) with a cover price of `100. The core target and fashion. audience is similar to that of the brand, Mom & Me - Mother’s World magazine will look at a serious mothers-to-be and young mothers. approach to parenting, as well as a light-hearted side In an official communiqué, K Venkatraman, CEO, with tips, tweets and fun facts about pregnancy on Mahindra Retail, says, “Today’s mothers are high- most of the pages, while featuring products available highest listenership. In the current year, ly involved decision makers and look deeply into at Mom & Me stores. audience addition has grown for the every aspect of their babies’ well being. The launch The magazine has an expert panel consisting of afternoon listenership. of the magazine marks a neonatologist, paediatrician, gynaecologist, obste- Lucknow, however, has seen a drop in our commitment to trician, prenatal and postnatal fitness expert, yoga the listenership thresholds across the day consumer-centric ini- therapist, reiki expert, nutritionist, childbirth educator parts, while the night primetime holds the and counsellor, health coach levels of threshold higher. Interestingly, and wellness expert. the cumulative reach has grown in some The inaugural issue of the On an average, the maga- of the day parts, with a drop in the time zine will have 120-140 pages spent levels. The 35+ age group lowered magazine has interviews of per issue. Talking about the the share of listenership. Cumulative magazine, Srividya Sen, edi- audience reach on Sunday and in-home three celebrity moms. tor, Mother’s World says that listening has grown to 94 per cent (from it will be available on the 82 per cent) and 93 per cent (from 89 per tiatives, and we hope it newsstands for sale and will use the traditional meth- cent), respectively. will be a perfect com- od of distribution, apart from being available at Mom Kanpur has witnessed a sharp growth panion for parents.” & Me stores across the country. in the consumption share from SEC The inaugural issue For the record, Mom & Me is the chain of stores AB and 45 plus age group. Out of home of the magazine has from Mahindra Retail which caters to the needs of listening has grown to 29 per cent, while interviews of three mothers to be, young mothers, infants and children Sunday has recorded highest listening celebrity moms - Sonali up to the age of nine. It has 77 stores in 27 cities. „ thresholds. „ Kulkarni, Tara Sharma [email protected] [email protected]

SAMBAD fluent in Odiya but are interested in English as well. Apart from the two, there is a daily page titled Sambad Child Friendly Plus, wherein all the articles are con- tributed by the children. Within a year of launching Yuva Sambad, the Odiya media company has come up Talking about the renewed focus of Sambad on children, Monica with another offering for children, titled Pilanka Sambad. By Sumantha Rathore Nayyar Patnaik, joint managing director, Sambad, says, “It is for the astern Media, the publish- of Pilanka Sambad across its other first time here in Odisha that such ers of the daily, Sambad, in centres. It has been launched with an a thing has been done by any media EOdisha, has launched a sup- initial print run of 90,000 copies. house. Through the three additions, plement especially for the youngsters The supplement is targeted at we wanted to capture them young.” titled Pilanka Sambad. Earlier, in kids up to the seventh standard, To increase the involvement of August, 2011, the group had intro- while Yuva Sambad is targeted at the kids in Yuva Sambad, the group duced a daily English tabloid titled students from eighth standard to has introduced a five days a week Yuva Sambad from Bhubaneshwar, college going youngsters. For Yuva (Monday to Friday) crossword puz- Puri and Cuttack. Sambad, the next destination is zle, where everyday a student wins Pilanka Sambad is a bilingual Rourkela, Sambalpur, Balasore and gifts worth `500 (mostly books). weekly supplement (Odiya and Baharampur. The English tabloid Eastern Media holds an event every English) which is distributed along has a print run of 1.5 lakh copies. month in one of the schools across with the main edition of Sambad Pilanka Sambad carries a mix of Bhubaneshwar, Cuttack and Puri, every Monday in Bhubaneshwar and jokes, riddles, paintings, puzzles, where it felicitates the 24 winners of Cuttack. In the next few months, the fairy tales and trivia. The new prod- the month with prizes. „ daily plans to increase the presence uct is aimed at students who are Patnaik: capture them young [email protected]

38 afaqs! Reporter, June 1-15, 2012 1(:63(23/(

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

MAINLINE DIGITAL

entsu India has made another senior appoint- mong digital agencies, the exit of Dment to off burden Rohit Ohri. Mudra AAshok Lalla from Mindshare was Mumbai’s ex-president and head Arijit Ray has interesting surprise. He has joined been appointed as the chief executive officer Mindshare as leader, digital, South Asia (CEO) for Denstu Communications. Ray’s only in November 2011 and his exit appointment will be crucial as he was instrumen- in only six months could only force tal turning around Mudra’s Mumbai branch in the tongues wagging. Meanwhile DDB the past. Mudra Digital lost its media head Sunil The Bengaluru Kumar. based creative agency Moreover, SMG Digital, Starcom Happy is slowly trying MediaVest Group’s digital arm, made

to gain size. This was senior level appointments to strengthen SUSHIL KUMAR evident from the fact its digital team. Sharon Aneja was roped ASHOK LALLA SUNIL KUMAR that the agency made in as director, earned innovations and a high profile appoin- business head, West and Gautham Pingali came Digital agency SapientNitro promoted ment with Siddhartha on board as director, digital improvisation. Aneja Shubhradeep Guha as country manager of Roy as chief operating will be based in Mumbai, whereas Pingali will SapientNitro India. Alongside his duties as officer (COO). Roy work from the Bengaluru office. country manager, Guha will also perform will handle Happy’s his current responsibilities as vice-

SUSHIL KUMAR operations across all president and global capability lead at ARIJIT RAY its branches. SapientNitro. Anuraag Meanwhile, Chirag Shah took charge Khandelwal and Satish deSa were shifted to as co-founder of the mobile advertising Meridian from Ogilvy and promoted as execu- network Seventynine, joining hands with tive creative directors in an attempt to strengthen Deven Dharamdasani who is also the the creative desk. Earlier, Khandelwal was senior co-founder of the company. Shah will creative director and deSa was creative director be responsible for setting and scaling up at Ogilvy. „ of the media distribution and analytics platform’s mobile business. Earlier, Shah was chief revenue officer at Zapak Digital Entertainment. „ MEDIA SHUBHRADEEP GUHA SHARON ANEJA

n the broadcasting arena, there hasn’t been Iany significant movement as such. The only notable one was the one of S Divaakar who joined the Associated Broadcasting Co (ABCL) as vice-president, sales, national. This will be his second stint with the group which oper- ates the TV9 news network. Earlier Divaakar had worked with the TV9 net- work as AGM, sales and marketing for four-and-a-half years. Divaakar former vice- president, sales and marketing at Public TV, a Kannada news channel, will be based S DIVAAKAR in Bengaluru. Sadhna News appointed Raghwesh Asthana as CEO to put forward a stronger brand communication. As part of his new mandate Asthana plans to revamp the look and feel of the channels by present- ing a crispier and hard RAGHWESH ASTHANA hitting content. „

afaqs! Reporter, June 1-15, 2012 39 ,17(59,(:

KENT WERTIME> PRESIDENT, EXECUTIVE MANAGER AND COO, OGILVY ASIA PACIFIC “Television is not the enemy of digital”

Ogilvy’s Kent Wertime talks to afaqs! Reporter on how perception towards the digital media needs to change. By Biprorshee Das and Kapil Ohri

ent Wertime, president, execu- of marketers and agencies? tive manager and chief operating Humans have shifted their time. Kofficer, Ogilvy Asia Pacific is Therefore, marketers need to shift not amused when told that digital is their money. There is another part still seen as being in an experimental to this equation. It is not just about mode. He is particular that the mar- money. You have to shift an entire keting community needs to catch up skill set and your understanding. If with where the consumer is going with you want to be a great digital mar- digital, and needs to do it much faster keter, you have to understand digital than at the current pace. media and data, you have to under- In a freewheeling chat with afaqs! stand how to drive better customer Reporter, Wertime notes how the dig- experience; the confidence needs to ital market is still underspent and while build. television and traditional media are I have seen a lot of marketers get not real threats to the digital medium, involved with digital, especially in digital is still being seen as an add-on the early days. They were not set by some. Excerpts from the interview: to deliver it. They did not put the people in place, let alone the policies Digital agencies in India say that or understanding to actually engage the clients’ focus is mainly on per- with the customer. formance marketing. ROI does That has changed some but matter but digital is surely much I would still argue that a lot of more beyond just performance. companies do not have a market- You just asked me a question with a ing department that is structurally very strong view and I would say I staffed sufficiently to deliver great agree with that. It is not just about per- digital marketing. formance. There needs to be a business It is a human thing, right? You case but in case of digital, it is not just are talking about a generation of about a measured ROI number. shift in marketing. That is going to In terms of media spends, it is the be the challenge. That is going to total ROI of what you are doing. It require more than a shift of spends. has to incorporate brand owning, cus- tomer love and customer contribution. Does the Indian market behave For instance, if my customers are able differently compared to the to give me ideas and tell hundreds of SUSHIL KUMAR other APAC markets in terms of people about it through tweets and digital marketing? blogs, that makes for a lot of financial value. to create the greatest impact. You will be disappointed but not really. It happens One of the benefits of digital media is to be A lot of work we do for clients involve multi- in different speeds at different places, depend- able to generate leads, measure it, optimise it and ple channels. I disagree with the notion that one ing on the market and the level of penetration. change it. You see more transparently what you medium is used to build the brand and another However, in every market, you have the same are buying for your money. If you are in market- for acquisition. What drives us is the reality of the issue of marketers trying to figure out how much ing primarily to generate lead and that is what you performance of the totality. to do of what. In other markets, you may have are doing with your money, then it is very, very I think what is missing is that too often digital is higher spends on digital but you still have these important. But not everything that needs to get seen as an add-on or the extra. And, the best digital basic decisions to take care of. accomplished will be about performance media. ideas today are fundamentally going to be around ideas that live in many different places. In terms of advertising technology, for exam- In India, many e-commerce businesses are TV is still growing in this country and around ple augmented reality or QR code, we do not using traditional media to build the brand the world. TV is not a dead medium. That said, have too many case studies to talk about. and digital is being used to get leads and does it merit having all of your spends? Probably You know what? I could go to Japan and say, ‘find more business. Is it the right way to go? not. And that is the problem. There are a lot of me a thousand augmented reality case studies’ and TV is not the enemy of digital. Having a marketer marketers who are afraid to make that shift. they do not exist. Technology is part of it and cer- spend money in a variety of different areas is not a threat to digital. It is ultimately about what is going Is a change of perception needed on the part FRQWLQXHGRQSDJH>>

40 afaqs! Reporter, June 1-15, 2012 1(:622+ KINGFISHER Cricket on a Roulette Candid Marketing conceptualised a Cricket Roulette game to provide consumers a Kingfisher experience across select bars and permit rooms in 58 cities over weekends. By Jhumur Nandi

ver heard of a Roulette game outside a casino? Candid Marketing, the brand Eactivation agency of Kingfisher beer, con- ceptualised an innovative engagement tool in the form of a Cricket Roulette game, in a bid to highlight and leverage Kingfisher Strong’s asso- ciation with IPL. To play the game, one had to visit a bar or a permit room over weekends and buy Kingfisher Strong beer. The Cricket Roulette game involved a wheel with a ‘bat handle’ at the centre of the game unit. The slots on the wheel had different scores written on them (1, 2, 3, 4, 6, out and free Nath: engaging creatively hit). One got only one chance to rotate the wheel for every purchase of a beer. Once the wheel experience’. Atul S Nath, started to spin, a ball was dropped anywhere on the managing director, Candid green portion of the game unit. The slot on which Marketing, says, “We the ball stopped was the score which determined understand that catching what goodie would the winners take home. and holding the attention In addition, there was also a lucky draw con- of the TG (target group) test, wherein each coupon had a question to be at bars and permit rooms answered, along with other details like name and is a difficult task and the challenge was to crea- contact number. Winners of the lucky draw con- The slots on the wheel tively engage them. Considering this, the Cricket test got a pair of stadium tickets. had different runs written Roulette game was a perfect fit.” Moreover, on arrival in the city where the The activation was carried out over the week- match would take place, the lucky winners were on them (1, 2, 3, 4, 6, out ends across select bars and permit rooms across 58 checked into the hotel and a testimonial video was cities in metros, mini metros and Tier II cities. „ shot, wherein they spoke about their ‘Kingfisher and free hit). [email protected]

FRQWLQXHGIURPSDJH investing in Facebook? It is an the case with Facebook. The ques- of people still do not have a coherent << external medium at the end of tion is, is what is being done on search strategy and a lot do not have the day, right? As a brand owner, Facebook driving enough business a social strategy. TV is not... earlier I had a microsite that I value and brand value? There is still a lot of money spent could control. I cannot control a on traditional media that needs to tainly, the technology adoption curve Facebook. Is Facebook advertising threat- shift to search AND social. is ahead in certain places but when it I do not think we are overinvest- ening search? Have you observed comes to the real core of ‘how well ing. People are not irrational at the a shift in the marketers’ spends Are advertisers over-expecting are you doing digital marketing’, a lot and over-measuring the digital of companies are still struggling in, medium? Usually, they spend for example, social. and forget in the print and televi- Social is a great leveller. There are “I do not think we sion media. They do not measure a lot of people sitting in Japan right much. However, in digital, they now saying, ‘Hmmm what do I do are overinvesting. probably start expecting too on Facebook? I have got a Fan Page much data. and a bunch of Likes. Am I happy? ‘ People are not irra- I think they underestimate what they I cannot say it is a dramatically differ- should demand from other media. ent situation in India. tional at the end of Direct marketing built its reputa- There are obvious unique things tion on being measurable marketing. about this market. After all, this is the day. If they do not Digital media provides measurability India. The complexity of the nation and you cannot then be upset when and the size are like very few others get their returns, they people want it measured. in the world. You cannot compare The question to ask though is: a Hong Kong or a Singapore to an will disinvest.” when you can get such levels of

India or even Vietnam or Thailand. SUSHIL KUMAR measurability, such data, are you India simply being India makes it using it well enough and are you unique but that said, the country is end of the day. If they do not get from search to social ads? really willing to continue spending pretty much grappling with the same their returns, they will disinvest. The search market is still underspent. 80 per cent of your spends on some- issues as everyone else is. Enormous platforms create enor- If you were talking about a complete- thing you cannot measure as you can mous interest and reach, and that ly matched-out mature market, you measure this? „ Do you think marketers are over- always excites the marketers. That is would have that shift. But then a lot [email protected]

afaqs! Reporter, June 1-15, 2012 41 1(:622+ FROOTI All Over the Place The 21-day OOH campaign aims to establish the brand in the competitive drink market during the summer season. It has been carried out over various outdoor formats. News Bureau

o tap into increased demand during the summer season, Frooti, the fruit juice Tbeverage from the Parle Agro stable, has launched a new campaign led by a television commercial (TVC). An out of home (OOH) campaign has also been launched to extend the message of the TVC and take the drink closer to the consumers. The multi-city OOH campaign comprises simple creatives featuring characters from the TVC with the copy, ‘The fresh ‘n’ juicy mango experience’. Executed by AdzEdge, a division of Outdoor Advertising Professionals (OAP), the campaign uses various OOH formats including billboards, bus queue shelters, wall branding and railway station branding, creating several effective touch points to attain maximum reach and top of mind recall, and also strengthens the brand image.

“Our strategic approach was to reach out to the The objective was to make maximum target audience, right from the brief brand ‘Frooti’ omnipresent given to us to the final execution,” says Anirban Ghosh, senior vice-president, AdzEdge. during this summer. The challenge was to establish the brand in the competitive drink market and position the The objective of the Frooti campaign was to product as one amongst the best in the cola and have a wide presence through a choice of outdoor juice brands. The campaign was rolled out from media across all four cities. The campaign is the the beginning of May and continued for 21 result of research on the penetration levels to iden- days in Chennai, Hyderabad, Visakhapatnam and tify the target areas for maximum spread, making Vijayawada. „ brand ‘Frooti’ omnipresent during this summer. [email protected]

42 afaqs! Reporter, June 1-15, 2012 1(:622+ 9XM Getaway Time Workshops on photography, clay sculpting, robotics, graphology, aero modelling and origami were part of 9XM’s carnival of summer vacations. By Jhumur Nandi

ollywood music channel 9XM celebrated the joy of summer vacations by organising Ba ‘Summer Escape’ carnival in association with Oberoi mall, Mumbai. The carnival aimed to entertain and amuse chil- dren with various activities including workshops on film making, graphology, aero modelling, ori- gami, photography, clay sculpting, robotics and ties packed with gaming many more. The whole series of interesting crea- zones featuring our charac- tive activities and workshops had been carefully ters, music workshops and crafted for children and were in sync with their photo booths where you interest levels, skill set and talent. could capture some fun For creatively inclined kids, there were work- moments.” shops on pottery, clay sculpting, puppet making, The workshops were clowning, fabric painting, canvas painting, pho- open to all children and tography and music segments. Techno enthusiasts they were gifted with 9XM could indulge in their interest with workshops like goody bags, along with par- junk funk robotics and wireless robotics. 9XM animated characters such as Bade-Chote and Bheegi Billi performed live at the venue to “9XM fans entertain the audience. Large cut-outs of the characters were placed at the venue which enabled were treated to people to click pictures with them. loads of fun and Also, a 9XM iPad gaming zone was created, wherein people played games that were based on activities packed ticipation certificates from the channel. the channel’s characters. with gaming Nirzar Jain, vice-president, Oberoi mall, says, Amar Tidke, senior vice-president and head of zones, music “The workshops and activities provided an every- content, 9X Media Group, says, “We constantly day getaway to children and families who walked look to replicate our on-air 9XM experience across workshops and in.” on-line and on-ground initiatives and the Summer photo booths.” The 15-day Summer Escape carnival kicked off Escape carnival aimed to do just that. 9XM fans AMAR TIDKE on May 11 and continued till May 27. „ were treated to loads of fun and interactive activi- [email protected]

DISNEY Flight of Fancy Disney Channel kicked off a 10-day outdoor campaign with a replica of an original Disney branded aircraft in the form of a blimp placed over two hoardings measuring 40X40 feet and 30X20 feet. By Jhumur Nandi

isney, the kid’s entertain- without the internal framework) will announce the contest in which ment channel, created a placed over the hoarding. The crea- the winning family gets to travel to Dblimp representing an actual tive also showcased a message that Disneyland Hong Kong, along with plane branded with Disney charac- read ‘Disney Channel’s plane to other families. This initiative will ters that the channel will create on Disneyland’. start from June 1 and will continue July 9 as a part of its summer initia- The outdoor campaign executed for three weeks. tive, ‘Jet Set Go’. by Bright Outdoors, kicked off on Also, in a bid to make the jour- Two hoardings measuring 40X40 May 20 and continued for 10 days. ney memorable, the channel plans feet and 30X20 feet were placed at Moreover, to promote the Jet to give the passengers a Disney high traffic areas in Mumbai, such Set Go campaign, Disney Channel, experience through meals served on as Western Express Highway and in association with Inox cine- Disney-branded meal trays, along Juhu. To create awareness about the mas, will run a ‘Magical World of with Fab5 (Mickey Mouse, Minnie initiative, a replica of the original Disney’ promo, which is a block Mouse, Goofy, Donald Duck and branded aircraft was created in the that showcases Disney classic mov- form of a blimp (a floating airship ies and through this, the channel FRQWLQXHGRQSDJH>>

afaqs! Reporter, June 1-15, 2012 43 1(:6%22.6

<< FRQWLQXHGIURPSDJH second agency in India), the ad is a 5HDGLQJ5RRP bit confused as it straddles two com- pletely disparate and equally relevant VENKAT MALLIK A New... insights. The name Firstpost.com President - Tribal DDB & RAPP lends itself naturally to the whole and urge newspaper readers to fastest news or news-as-it-happens have just started reading Freakonomics migrate to online news in general bit and since it’s a website it could I by Steven Levitt and Stephen Dubner. and Firstpost.com in particular. quite naturally take on the eco- It’s a book which is essentially about the Stating that the ad is as much friendly moral high ground. “The use of information and data around us about the digital news category as a trouble is, they should’ve chosen to understand often ‘surprising’ patterns whole as it is about Firstpost.com, one,” he remarks. defining everyday life. Durga Raghunath, vice-president, “Apart from the ‘one day late’ I would like to talk about this other product and executive news produc- part, which almost comes in as an book that I have read more than once. er, Firstpost.com, says, “We want to afterthought, it’s very much a tree- This is Outliers by Malcolm Gladwell. make the reader stop equating news hugging ad,” adds Srivatsav. His theory about 10,000 hours of prac- with the morning newspaper. The Can the film mobilise people to tice being a key defining factor to build objective is to get people to turn give up their morning newspaper a world-class talent rings very true. His to Firstpost.com for their first dose habit and move to digital news? examples of Bill Gates and the Beatles to of news and opinion on the web, “The morning newspaper is not just set this point up makes it very vivid. or on any mobile medium for that a habit, it is a ritual. And a ritual is as However, the other theory propagated is about kids born in the 1st half matter.” much a physical process as a mental of the calendar year always having an advantage over kids born in the 2nd one. Today, an iPad physically takes half of the year due to the difference of around 6 months that decides how the shape of a book, to replace one. kids cope with the class and how well they do at sport because they are just And honestly, I don’t see myself that bit bigger and smarter. sitting in front of a desktop or a Over the years, I have read a lot of subject specific books related to laptop in the morning with my cof- marketing and advertising. Stories from the Wild West, P.G.Wodehouse, fee. Maybe, eventually, the news Agatha Christie and Sidney Sheldon represent some of the non-serious will be delivered through a mobile reading that I have done over a long period. device like a tablet, but I don’t see At times, I enjoy reading comic books like the Asterix and still pick up newsprint disappearing too soon,” and read Archie, Phantom, Mandrake, Spiderman, Superman and such he asserts. like. Some other books that I enjoy include Life is a Pitch (Don Peppers). Suresh Mohankumar, nation- This is a Don Peppers special on pitching for new business. It’s a book that al planning head, Dentsu really taught me a lot on how to identify and win new business. Mohankumar and Srivatsav: on the Communications, says that eco- concept Along with these, it was fun reading Who Moved my Cheese? (Spencer Johnson). It is like a wake up call. You need to be on your toes to be relevant everyday. You need to keep watch- The objective is to change the way ing for changes around you and re-craft your skills and actions to make sure you are not newspapers are perceived. caught napping. The Louis L’ Amour series of Westerns According to the brand authori- consciousness is too weak a weapon are all about action. Strangely, however, ties, the campaign is based on reader in India to break the habit-cum- I learnt a few big lessons from them tenacity feedback and usage data, which indi- ritual of reading the morning and not being scared to admit that you are cates how the scope of ‘the morning newspaper and that tying down scared. „ paper experience’ is dwindling. The the brand’s fortunes to India’s eco- As told to Raushni Bhagia feedback showed that people are consciousness is a bet that may not moving to digital at all points of pay off. the day, not just at work or during “Moreover, every reputed daily in commute. the country Ravi Deshpande, chief creative has its own << FRQWLQXHGIURPSDJH Disney characters such as Mickey officer, Contract Advertising (the iPhone, Mouse, Donald Duck, Pluto and agency that has created this cam- iPad and Goofy, and will act as a “billboard in paign), explains that though people Android Flight of Fancy the sky”! For this initiative, the chan- are moving to the internet more app. News Pluto) goodies. nel has partnered with Jet Airways. often to seek news, the perception of gets updat- The air hostesses will wear Minnie Bikram Duggal, director, mar- ‘reading news’ is still dominated by ed by the Mouse hair bands while catering to keting, Walt Disney Television ‘the morning newspaper’. minute and the guests. Apart from Disney brand- International India, says, “Unique “Challenging newspapers had print has ed seat covers for the chairs, Disney magical experiences that enthral kids to be done at a poetic level,” he met digital magazines and activ- and families are at the explains, when asked about the through apps. The question that a ity books will also be Disney core of Disney’s DNA. save-the-planet stance adopted by news daily (digital or print) needs to available for kids and Disney Channel the brand. “While personally, I feel answer is of credentials and point of families during the will take 30 India’s ‘Jet Set Go’ is reading a newspaper in the morning view. It is not always about ‘fresh’ or journey. the recent extension of is rather romantic, the shift to digital ‘timely’,” he elaborates. Disney’s summer children and that philosophy. This is inevitable,” he adds. Well, can digital dailies replace initiative Jet Set Go their families campaign has been Besides pure digital patrons, the print dailies as far as gathering one’s will take 30 children a testament of many campaign is targeted at internet users daily dose of news is concerned? and their families to to Disneyland. firsts - the responses, who also read physical newspapers. “Dailies are as much a habit as Disneyland, Hong the innovative out- the morning cup of tea. Online Kong on July 9. On the same day, door campaign, the plane wrap and HARD-HITTING? daily news cannot replace print in a wrapped Jet Airways aircraft will of course, taking a plane full of fami- ccording to Vishnu Srivatsav, the foreseeable future,” declares be unveiled. The aircraft will be lies to Disneyland.” „ Aexecutive creative director and Mohankumar. „ wrapped with images of popular [email protected] creative head, Batey India (Grey’s [email protected]

44 afaqs! Reporter, June 1-15, 2012

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Exp: 3-5 Company: Web Affinity Technologies Exp: 6-8 years in a mainline Location: Delhi/NCR Pvt Ltd advertising agency Email: [email protected] Profile: Will be selling goods/ services Location: New Delhi ...... to new and existing customers and Email: manmeet@businessmovers. Post: Business Development will also be involved in identifying org Manager new markets and business ...... Company: Espresso Events opportunities. Post: Visualisers, Sr. Client Servicing Profile: MBA having experience in Exp: 0-3 Executives, Copywriters Event/ Service/ Hospitality Industry Location: Bengaluru/Bangalore Company: Flowing Ink is a must. Should be able to drive Email: hr@eveningflavors.com Communications Pvt. Ltd. the entire business operations for the ...... Profile: Visualisers, Sr. Client company. Post: Manager - Marketing Servicing Executives, Copywriters Exp: 2-4 Company: Kamikaze B2B Media Location: Mumbai Location: Mumbai Profile: Graduate/ Post Graduate with Email: resume@flowingink.net Email: [email protected] prior experience in selling/ marketing ...... to B2B Industry preferred. Post Post: Branch Manager / Manager – Post: Sales Manager Graduate freshers can also apply. Business Development (M/F) Company: Natura Outdoor Education Exp: 0-2 Company: Thirsty Crows & Training Solutions Pvt Ltd Location: Mumbai Advertising Profile: Experience in the Events Email: [email protected] Profile: Responsible of new business Industry is essential with ...... development across the city. (across competencies in marketing & sales, Post: Online Marketing Analyst the state) well versed with pitch new client servicing and production for Company: Envigo Marketing Pvt Ltd clients & convert business, excellent BTL activities. Profile: Should have Post-Graduate grasp of business & negotiation Exp: 1-5 Degree or Diploma with prior skills. Should be in the potential Location: Mumbai exposure or understanding of to walk-in with business in hand. Email: [email protected] digital media and corporate TO ADVERTISE, CONTACT: Acumen in preparing brief & strategy ...... communications. Tejal Kantharia for the creative & planning team. Post: Business Development Exp: 0-2 (Mumbai) Ability in closing deals in least Executive Location: Delhi Ph: 09619442284 attempts. Excellent communication Company: Jasper Info Tech Pvt Ltd Email: [email protected] Email: [email protected] & presentation skills. Organized, Profile: Must have experience in ...... Sidharth Chittur disciplined & persistent in follow- Business Development having Post: Public Relations Officer (Bangalore) ups. Well versed with pitch new exposure in dealing with top Company: RGM Signs And Displays Ph: 09964091407 Email: [email protected] clients & convert business, aggressive management. Pvt. Ltd. approach towards winning clients Exp: 1-2 Profile: Will be accountable for [email protected] and to manage the account later. Location: Hyderabad / Secunderabad coordinating with existing corporate To view other jobs in Marketing, Ideally Candidates having great Email: [email protected] clients and involves travelling and Media and Advertising, log on to: contacts and network. Responsible ...... meetings within specified area. http://jobs.afaqs.com for branch sales & targets. Post: Sr.Space Marketing Executive Exp: 0-2 Join us on : facebook.com/jobswitch Exp: 5 to 10 years Company: Accommodation Times Location: Delhi/NCR Location: Mumbai Pvt. Ltd. Email: [email protected]

46 afaqs! Reporter, June 1-15, 2012