April 1-15, 2014 Volume 2, Issue 21 `100 Print advertising seems to be on target despite ‘creativity’ taking a back seat. 22 28 10 6 PLUS HDFC MUTUAL FUND Easing the Pain 16 ROMEDY NOW More than Just Friends 24 SONY LIV-BOX TV 28 PROFILE BRITANNIA NESTLE Joining Hands Vineet Bajpai Breaking the Ice Food for Thought NDTV TBWA India’s new CEO on Persuade, don’t force kids to Good food, good life and 31 how he got there. like something. sharing what you have. Dual Tuning EDITORIAL This fortnight... Volume 2, Issue 21 EDITOR ometimes, it is easy to miss the obvious. We’ve seen for years now that most of Sreekant Khandekar the really creative work for big brands happens on television and very little in S PUBLISHER April 1-15, 2014 Volume 2, Issue 21 `100 print. Television is the lead medium for the bulk of the brands and what we see in Prasanna Singh print is, often, an adaptation of that message. That explains why print sees far more DEPUTY EDITOR Ashwini Gangal purportedly creative work from little known brands – also known as scam ads. (It SENIOR LAYOUT ARTIST goes without saying that it is also easier to create a fraud ad in print than on TV). Vinay Dominic With another award season looming, we decided last month to ask agency folks PRODUCTION EXECUTIVE Andrias Kisku as well as media whether creative agencies neglect print advertising. Some said yes, Print advertising seems to be on target despite ‘creativity’ ADVERTISING ENQUIRIES taking a back seat. it was true that TV was handled by the top creative boss while print was relegated Naveen Arora, (0120) 4077803, 4077866 22 to juniors. Of course some interviewees said that this was not a happy state of affairs Noida Arunima Bhattacharya, (022) 40429702-5 28 10 6 PLUS but nobody denied that this was not the case. HDFC MUTUAL FUND Mumbai Easing the Pain 16 ROMEDY NOW More than Just Friends 24 This raised an obvious question. Fine, creative hotshots prefer the audio visual [email protected] SONY LIV-BOX TV 28 PROFILE BRITANNIA NESTLE Joining Hands Vineet Bajpai Breaking the Ice Food for Thought medium for its impact and ability to propel their careers forward. What about NDTV TBWA India’s new CEO on Persuade, don’t force kids to Good food, good life and MARKETING OFFICE Dual Tuning 31 how he got there. like something. sharing what you have. clients? Are they satisfied with the existing attention that print gets from agencies, B-3, First Floor, Sector-4, Noida-201301. Tel: (0120) 4077800. especially considering that print rivals television on ad spends and is still growing? MUMBAI It was the search for an answer to this question that led us to this cover story. The role of print has 501-502, Makani Center, 5th Floor, Off Linking Road, Bandra (W), been changing for some time now but seeing it all in one place was interesting all the same. Mumbai - 400050 Tel: +91-22-40429 709 - 712 It is easy to whine about and pine for the great heyday of print, before the satellite boom, when BENGALURU it was the lead advertising medium. The happy truth, however, is that even if TV does take the S-1, New Bridge Corporate Centre, 777 D, 100 ft Road, Indira Nagar, spotlight, print is as indispensable as ever. No wonder ad spend in the medium continues to grow at Bengaluru - 560038, India about 10 per cent annually. SUBSCRIPTION ENQUIRIES Akhilesh Singh, (0120) 4077837 That’s happened because advertisers are playing to its strengths. As the advertised products get more [email protected] complicated and consumers want to know more about what they are buying, the detailing that print Owned by Banyan Netfaqs Pvt Ltd and allows is proving priceless. So too is its ability to focus geographically. 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-61, Sector 67, Noida (U.P.), 201301 Sreekant Khandekar Cover Illustration [email protected] Tiffin Box CONTENTS 14 32 PLUS AD:TECH AFAQS! EVENTS A Second Life 18 Summit Time BOS goes to two THE HINDU cities - Kolkata and 26 Ahmedabad. Triple Whammy ABUNDANTIA ENTERTAINMENT BATA 8 12 26 Yet Another Shot Very Entertaining The shoe company is on acceptance trip. ORANGE TV Fresh Push 30 POINTS OF VIEW 17 Airline Security AMWAY IPL 2014 TV 18 What can brands learn from Self Prescription Drop Everything 31 the dance performance on a Connecting with one’s inner The new TVCs urge viewers ETV News in Kannada recent SpiceJet flight? self, the Amway way. to focus on the game. afaqs! Reporter, April 1-15, 2014 5 $'9(57,6,1* NESTLÉ Food for Thought Nestlé soft sells its corporate philosophy ‘Good Food, Good Life’ through two touching films. By Satrajit Sen and Ashwini Gangal If sharing is a sign of caring, sharing food is a sign of really, really caring. In India, as in Iseveral other, oriental nations, food holds a special, symbolic place in culture, one that goes way beyond mere survival and nutrition; food, and the occasions around it, helps stem relationships. Nestlé India has launched a unique campaign created by McCann Erickson to reach out to peo- ple with a simple message ‘Share Your Goodness’ with two touching films. The first film is a story of two little children, one of whom is adopted. The story peeks into the insecurities the biological child faces and eventually overcomes, as the two forges a bond over sharing food. Notably, the adopted child has North East Indian features. Says Vibha Desai, independent advertising and marketing consultant, “I hope it is a deliberate move,” when asked about the film and the geo- graphical angle, “It certainly brought a smile. We need to integrate different parts of the country and not be so North India focused in our ads.” The second film is on the Mumbai dabbawallas, where the brand shows its appreciation to them who timely deliver hot and home-made food to Mumbaikars every-day. Nestlé gave each of the 5,000 dabbawallas a ‘Goodness Box’. On YouTube, the dabbawallas film has done over five lakh views, while the adoption film, has crossed one lakh views. Shorter versions of both are visible on TV. The brand has also activated Gautam Talwar, chief strategy officer, “Our lives have “The brand Rediffusion-Y&R, says about the adoption film, become richer has touched “It’s a lovely story and beautifully directed, con- veying what Nestlé would want to stand for in the in the family a sensitive future.” On the dabbawalla film, Talwar says, “I moments of spot and is a found nothing new in it; the attempted connection between Nestlé and the dabbawallas, is too tenu- togetherness” well executed ous. I find the activity of giving them a ‘goody box’ HIMANSHU campaign” lame.” According to him, the adoption film, in MANGLIK VIBHA DESAI comparison, is based on a more “relevant” insight - that sharing food makes you come closer. Commenting on the adoption film, Desai, says, #ShareYourGoodness to facilitate conversations those moments. Today unfortunately, we are so “The brand has touched a sensitive spot and the around the campaign urging people to share sto- involved with the routine and stress in our lives interplay between the two has been handled very ries about sharing. It has also created a microsite that we are forgetting this simple act of sharing sensitively. It is a well-executed, idea-based cam- for the campaign, www.shareyourgoodness.in. our goodness.” paign fulfilling the thought.” According to Nestlé, this campaign originates She goes on to make special mention of the from the belief that each one of us harbours an SHARABLE, INDEED... spontaneous, natural acting on part of the children inherent sense of goodness that we’re capable of hile the idea is not really a new one, experts and the set design on part of the execution team. sharing. Says Himanshu Manglik, head, corpo- Wagree Nestlé’s effort brings out the com- “The kitchen shot,” Desai says about the latter, rate communications, Nestlé India, “We have all pany’s corporate philosophy quite well. They “has been captured very well - the household looks grown up in family environments, sat together deem the platform a long term one that Nestlé can so Indian... not like a synthesised, Western looking over meals, shared stories and experiences, learnt exploit in multiple ways. space. The connection between Nestlé and food is of joy and pain, developed our values and cre- Notably, there seems to be a general preference clear and will do well for the brand.” ated our dreams. Our lives became richer in for the adoption film. [email protected] 6 afaqs! Reporter, April 1-15, 2014 $'9(57,6,1* AMWAY Self Prescription The direct selling FMCG brand’s recent campaign urges busy urbanites to connect with their inner selves. A look at the marketing effort. By Ashwini Gangal about the channel but the choices the consumer has,” answers Shah. Presently a `7,000 crore industry, the Indian direct selling channel is projected to grow to `34,000 crore by 2020, as per estimates from PHD Annual Survey, Shah shares. The direct selling channel, he explains, has “the advantage of per- sonal touch”, where the direct seller personally explains the product features to people known to her/him. “The online selling medium lacks that personal touch and trust,” Shah says. Interestingly, he adds, “However most direct selling companies are also leveraging online selling - but to their distributors - as it provides them ease of placing orders and home delivery.