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. For example, at Amway, over 30 per cent of our sales to distribu- tors comes from e-commerce.” Created by Rediffusion-Y&R, the campaign has a strong human interest angle. The thought of con- necting to the ‘most natural you’, afaqs! Reporter n its recently released ad campaign, Nutrilite, learns, is a global one that has been interpreted vitamins and dietary supplements brand from for Indian consumers, through this film. Talking IAmway, positions itself as a conduit through about the brief to the agency, Deepali Shukla, which people can reconnect with their true inner regional head, nutrition, Amway (Europe, India selves. and Africa), says, the campaign serves to change Sundip Shah, chief marketing officer, Amway the mindset of people towards health supplemen- India, tells us, the campaign targets adults in the tation from “curative”, something one takes as a upper socioeconomic class - SEC A to B1 - who remedy to a deficiency or a medical condition, to lead active, busy lives and don’t have the time “preventative”, something one takes to enjoy a bet- and more specifically, the energy, to pursue their ter quality of life. personal interests and passions. “The campaign According to Chraneeta Mann, national creative targets people who need a much higher level of director (regional), Rediffusion-Y&R, while there health and energy to manage the multiple things was already a fair amount of awareness about the Shah (left) and Mann: self introductions they are interested in doing,” says Shah, who brand’s health supplements, her task was to ‘take joined Amway last month from Heinz India. Speaking of which, purely from a channel supplements to the holistic lifestyle space.’ “To the Shah, who is currently in the process of learn- perspective, online shopping has, inadvertently, consumer, the health supplement market tends to ing about Amway’s business model - “consumers served to reposition representative, direct sell- be prescriptive (that is, ‘doctor recommended’),” selling to consumers,” as he puts it - tells us the ing, agent-based models such as these. To what Mann says, summing it up with, “So the campaign campaign is meant to “build consumer interest extent does e-commerce threaten a model like revolved around people who, to some extent, have around the brand so that when Amway’s business Amway’s? “Amway is offering a set of solutions lost what they were all about, encouraging them to owners (ABOs) reach out to them, there is already to the consumer; any option that the consumer complete themselves as individuals again.”„ high level of awareness.” has for those solutions is competition. So it’s not [email protected]

8 afaqs! Reporter, April 1-15, 2014

$'9(57,6,1* BRITANNIA CAKE Breaking the Ice with a Cake? The latest commercial from Britannia Cake, created by Grey, uses the insight that kids cannot be forced into anything but can be lured with love. By Prachi Srivastava

andling children who are the ad, Krishnan says, “Shooting in a bad mood is a cake with kids is always a delight and Hwalk now. Britannia’s a challenge. We ended up taking new TVC shows how a piece of many takes to get that perfect cake can play a successful catalyst shot or perfect expression. We had in bringing the conversation back some great luck with casting and on track between a parent and a are very happy with the perfor- child. mances, especially that of the kid.” A couple of years ago, Britannia Directed by Vishwesh had launched a commercial in an Krishnamoorthy, the film has attempt to change consumer per- been produced by Corcoise. ception about cake consumption. Britannia Cakes has even The communication task for the refreshed its packaging after seven brand was to change perceptions years. The intention is to keep the about cakes as an occasional snack brand looking fresh and delight- to a delightful, everyday indul- ful. However, the product and gence. The new commercial from the tagline have not undergone Britannia Cake reinforces the any change. The TVC is currently communication. being aired on general entertain- Created by Grey, the ad ment as well as kids’ entertainment touches upon the creative idea of channels. ‘Pyaar se Kholein Baatein’. It uses Komal Bedi, chief creative ‘Repetition’, a child’s go-to weap- officer, Rediffusion Y&R feels that on when bored. The film depicts since the ad follows the template a typical situation of a child back of mother folding clothes/home from school, in no mood to talk setting/bratty school kid so close- about the day and his mother, ly, it would be very difficult to who is all too eager to know about distinguish this ad from any other it. Enter Britannia Cake - a rare such ad in the category. ‘good snack’ that mothers will The mother-kid relationship give without hesitation and kids Narsimhan (left), Jayaraman and Krishnan: firm bonding and interaction seems to have will love for its ‘soft and crumbly’ become a compulsory template. taste. The communication anchors this offering of before.” Are ads in the category limited in terms of execu- a ‘sweet bribe that enables bonding’ with its inher- Ram Jayaraman, AVP and creative head, Grey tion? ent goodness of milk, fruit and eggs. The brand Bengaluru, says, “The parroting of a child is “Everything is a template until you do it dif- promise is signed off with “Achhaiyon se bhara.” something that every parent connects with almost ferently. The home is obviously a natural setting The insight that has been tapped into is that instantly. Think we’ve got something cute and but I think it’s high time we break the mould. ‘Whether it is food or conversations, children charming with this film. Here’s hoping it gets One can argue that while this is where most of cannot be forced into anything but can be lured more than just the kids talking.” the family interacts with each other, it has also with love’. The product becomes an ice-breaker, In terms of execution, is there any alternative led to a massive blind spot in the viewers’ eyes. allowing a shift from the traditional hierarchical to a mother for such products/categories? Hari The brands that use this setting must remember mother-child relationship to that of a conversation Krishnan, SVP and business head, South, Grey, that while they are getting an ad that ticks every between equals. says, “Britannia Cakes is a delightful snack food checkbox, they are sacrificing any real chance Talking about the objective of the TVC, that is consumed mostly by children. Mothers do of product recall. Once people see that they’ll Anuradha Narsimhan, director, marketing, not consider snacks as real food while for children, demand more of it. But there has to be a joint Britannia, says, “The task was to change consumer snacking IS food. They are assertive demanders effort from the agency and the client,” Bedi perceptions about cakes from being an occasion- and increasingly spoilt for choice. In this conflict, adds. al snack to a delightful, it’s the mother who is constantly stuck between For Harish Bijoor, brand-expert and CEO, everyday indulgence. giving the child what he/she wants versus what Harish Bijoor Consult, the ad is a nice slice of life Britannia cake is about is healthy and nutritious for them. However, the and for that matter, slice of cake piece of advertis- kids, nutrition and idea is not about featuring a mother and child. ing. “It uses the time-tested formula of mom and delight. This is a product That’s just the context. The idea is about how kid. And, moms are getting younger for sure. The that kids love to have Britannia cakes opens up conversations.” friendliness, the attitude to a game, and the fun and mothers love to give Adding about the challenges while shooting element of it all is exploited. Important point to them. I think the new remember is the fact that the brand needs to emote Britannia cake TVC with moms and kids. One is the primary buyer has done a very good The TVC beautifully and the other is the primary consumer. You need job of bringing alive to show them, and show them well and positively. the bonding between a brings alive the bonding This does it. The beauty of it, however, is the fact mother and child, where the cake is the ena- between the mother and a that creative teams have the ability to add zing even bler for that bonding. I believe that the audience to such boring formats „ will relate and connect to this TVC like nothing child. [email protected]

10 afaqs! Reporter, April 1-15, 2014

$'9(57,6,1* IPL 2014 Drop Everything The TVCs of IPL 2014 are built on the insight that no matter what one is doing, he/she will drop it to watch the IPL matches. By Prachi Srivastava

While two of the commercials have been released, there will be a 360-degree campaign in the coming weeks including radio, print, out- door, digital and activations. In fact, this year, the campaign was first launched on digital media precluded by teaser-like posts on Facebook and Twitter. There will be a song and dance number integrated with Extraa Innings. Through all of this, one will notice the signature ‘collar lifting’ as the sign of IPL ka Bulaava. The broadcaster has ear- marked 15-17 per cent higher budget to promote IPL’s seventh season, as compared to the previous season. Sharing about the execution of the idea, Barua says, “It was a joy shooting this campaign across different locations in Mumbai and hen the Indian Premier League (IPL) Neeraj Vyas, EVP and business Kolkata. While we were shooting was launched in 2008, Indians’ love for head, Max, says, “In India, nothing the Aatma film, the entire set was Wcricket went a notch higher. The T20 supersedes the passion for cricket in splits throughout the shooting. format pleased the male segment, who are ardent and during the IPL, that passion Every time the possessed little girl fans of the sport, and also roped in females and rises to an all-time crescendo. finished her take, she would start kids, making the tournament by far one of the That is where we draw our lat- laughing. It was great fun shoot- largest followed in the country. Its appeal was est campaign from emphasising ing this commercial in a rather enhanced through its association with famous that irrespective of anything that spooky-looking bungalow.” Bollywood celebrities like Shahrukh Khan, Juhi takes place in your life, the call- Chawla and Preity Zinta. ing for the IPL will always reign CALL TO ACTION? The campaigns of IPL have always tried to be supreme.” autam Pandit, senior partner, unique in their own way, be it the ‘Bharat Bandh’ The focus of the campaign Gcreative, R K Swamy BBDO campaign (2011) or the ‘Aisa mauka aur kahan seems to be more on the entertain- believes that the execution of the milega’ campaign (2012). People still remember ment side and less on the relevance campaign is clutter breaking and last year’s ‘Jumping Japang’ campaign (created by side. Vaishali Sharma, VP, mar- FOTOCORP the situations are humorous and JWT) with Farah Khan urging people not to just keting, Max, answers, “Yes, we interesting. “IPL is a lot more than watch the match but celebrate with it, too. This have used an exaggerated form of cricket. It’s all about having a good year, Havas Worldwide has tried to take the drama, entertainment and humour which time and letting your hair down. entertainment and comic element of the campaign I think really builds hype for the This is exactly what the creative to another level. IPL. These are just the first two reflects - it’s crazy!” The first leg of the IPL 2014 campaign high- films of the campaign. There are According to Pandit, the cam- lights an interesting insight about the importance three more that will follow. In all, paign will work better than Jumping of the tournament in people’s life and how they there is a good mix of ads in the Japang on a few counts. “The cur- can drop everything they are doing instantly, to go campaign.” rent approach is refreshing; since it and watch the match. According to Shavon Barua, is based on ‘real life’ situations it’s Titled ‘Come On, Bulaava Aaya Hai’, the cam- president, West and South, Havas easy to relate with. It will appeal paign kicks off with a series of four films set in Worldwide India, this is primarily to the masses and one will want to diverse situations featuring different protagonists, a commitment building campaign see the funny twist in the story.” reaching a crescendo with three surprise films for IPL. As this year’s IPL is around Meanwhile, Samit Sinha, man- culminating in a final Bulaava film. The first two the elections, it was important to aging partner, Alchemist Brand TVCs are out, while the other two are expected to sustain interest and engagement Consulting has a different take break soon. with a series as opposed to run- on the execution of the campaign. One of the TVCs shows a girl who is possessed ning one commercial for a sizable He believes that given the product by a spirit. The evil spirit refuses to heed the priest duration. itself (IPL and T20 cricket) is more urging it to leave the girl’s body. However, as soon The research involved in this entertaining for the masses (rather as it hears the IPL signature tune, it runs out to campaign is a combination of TRP than a serious art form for the watch the match. The second TVC shows a son analysis and consumer dipsticks. purists), the advertising language sitting by his ill mother, who reveals that the man “Our target audience is defined is not inappropriate. “All IPL cam- in the photo frame on the wall isn’t his father. as the social athlete; those who paigns aim to create anticipation Instead, his father could be one of the three peo- love to watch sport for its enter- and generate excitement, lead- ple whose photos she shows to him. The moment tainment and fun quotient. The ing to higher viewership. Jumping the son hears the IPL tune, he tells his mother to research has revolved around Japang was aimed at increasing decide on who exactly his father is, and runs to the doing depth interviews with social audience involvement and this salon to watch the match. Both the films end with athletes across India, with a com- campaign tries to do more of the a voiceover that says when Pepsi IPL calls out, one bination of metros and smaller Barua (top), Vyas and same,” Sinha concludes.„ will have to come! towns,” Barua adds. Sharma: calling cricket [email protected]

12 afaqs! Reporter, April 1-15, 2014

$'9(57,6,1* BATA Yet Another Shot In a multi-media ad campaign, titled ‘Where Life Meets Style’, Bata makes an effort to contemporise its look and promote a new range of products. By Ashwini Gangal

or a global brand that has been in the coun- try for 83 years, one that has been mistaken Ffor a local brand too many times during this period, and, one that commands a giant check- mark each in the boxes marked ‘brand awareness’ and ‘brand recall’, what’s the next step, really? The answer lies in the words of Sumit Kumar, brand custodian of Bata India. “We want to add a layer of aspiration and contemporariness to the brand,” says the vice president and head of mar- keting and customer service, Bata India. One look at the footwear brand’s latest market- been part of an entire generation’s growing up ing campaign is enough to know what he means. days, he reminds us. Full of scrubbed, young faces, Bata’s latest burst The TVC has been shot entirely ‘waist down’ of print ads appears to be an effort to appeal to and showcases Bata’s new Spring Summer collec- the new crop of consumers. And assuming tthat tion, comprising not just a new range of footwear hese youngsters are the children of Bata’s loyalists but also accessories like bags, sunglasses, belts, and in the country wouldn’t exactly be going out on scarves, items that most customers only notice a limb. only after entering the brand’s store. Speaking of The copy on the print ads is noteworthy which, we learn that Bata plans to open over 100 in this regard. It goes: ‘Where first dates meet new stores in India by the end of December 2014. anniversaries’, ‘Where the professional meet the The company launched its first ‘global concept playful’, ‘Where store’ at Saket, Delhi, just last month. business hours Speaking about the ‘legs only’ execution of meet happy hours’, the film, Kumar says, “The product is the hero ‘Where weekdays of the commercial. The objective is to showcase meet weekends’ the brand as contemporary, aspirational, styl- and ‘Where the ish, yet accessible.” The slice-of-life execution committed meet shows different situations - a child walking on his the casual’. An dad’s feet, a birthday party, collegians seeing their effort to keep both exam results on a notice board, typical classroom Gen-now and Gen- ‘footsie’ between a girl and a guy, a gang of girls then happy, we shopping, a bunch of guys cyber-slacking in office, note. Little wonder an adventurous group enjoying the outdoors and a then, Bata’s Kumar little girl wearing her mom’s shoes. chooses not to slot Kumar: all about aspiration the campaign’s TG WHERE AD MEETS REVIEW into a fixed age bracket. he campaign fetches mixed responses So, did the burden of Bata’s age and reputation Tfrom creative experts. About the new tag- (what? - descriptors like durable and reliable aren’t line, Minakshi Achan, co-founder, Salt Brand exactly synonyms for cool and stylish!) give way to Solutions, says, “Well, it isn’t the most inspiring this marketing effort? “Bata resonates with trust, tagline but it makes the point.” durability and comfort. This campaign is about The film showcases the range in a “joyful fash- catering to an evolving consumer base, without ion,” she says, adding, “Bata is one of the most alienating anyone. We want to remain connected trusted, nostalgic, iconic brands in the country and with the requirement of our loyal customer and for those very reasons, it doesn’t need to talk about at the same time, make the brand aspirational,” functional attributes. I think the commercial gives says Kumar, former Marks & Spencer hand, who a lovely free-spirited mood for the brand.” joined Bata India around six months back. Will this alienate Bata’s ‘older’ loyalists? “Not at Titled ‘Where Life Meets Style’, the campaign all. Bata has been part of all our growing up years has been created by DDB and memories, and the communication cuts across Mudra Group. According all barriers of age,” Achan answers. to the agency’s chairman Nima Namchu, chief creative officer, Cheil and chief creative officer, India, says, “I don’t believe Bata needs to be made Sonal Dabral, the strategy aspirational; it needs to be made relevant to today’s behind the campaign is to consumers. In that respect, I think the campaign is establish a fresh connect shallow.” The new tagline, Namchu feels, is “just with today’s youth while The TVC is shot ‘waist too unbelievable”, coming from a “fuddy-duddy” building on the equity down’ showcasing Bata’s brand like Bata as the brand has a lot more riding the brand already enjoys on its products and retail experience. „ - after all, the brand has Spring Summer collection. [email protected]

14 afaqs! Reporter, April 1-15, 2014

',*,7$/ HDFC MUTUAL FUND Easing the Pain HDFC Mutual Fund has touched a chord with its debt fund for cancer cure campaign. By Satrajit Sen and Devesh Gupta

or a patient diagnosed with cancer, funds Sinha feels that in the cultural system of India, needed for treatment are a huge challenge. money has got a stigma, whereas in many cases FNearly seven lakh Indians die of cancer money can be spent for noble causes. Besides, every year, while over 10 lakh are newly diagnosed for many cancer patients, money always stands with some form of the disease. as a choice between treatment and death, which According to the latest World Cancer Report is unfortunate. With this film, Sinha says that the from the World Health Organisation (WHO), brand is targeting those who are conscious but more women in India are being newly diagnosed don’t know how to invest in a fund like this. with cancer annually. As against 4.77 lakh men, As per Pawar, the client’s brief was to spread 5.37 lakh women were diagnosed with cancer in awareness on the product and reach high net India in 2012. worth individuals effectively, which, he believes, HDFC Mutual Fund has touched the right the film does well. He further reveals that most chord with its debt fund for cancer cure campaign. of the actors in the film were asked to act less Conceptualised by Publicis, the ad shows a family and experience the story and react accordingly. celebrating a young boy’s graduation. Nudged to “Hence the reactions of the actors were for real. give a formal speech by one of his friends, the boy We decided that the techniques of film making expresses gratitude towards his mother alongside needed to take a back seat this resulting in a bril- recalling his father’s death from cancer. liant film,” he adds. The film carries a soulful anecdote of the boy as he says “I don’t remember him hugging me ever. CHOOSING RIGHT? After getting cancer he got softer. He was massag- he film brings out well the agony of a son ing my shoulder when I was studying.” The film Twho has been parted from his father and does shows that the boy’s father chose to fund his son’s justice to the subject of cancer being an untreatable education over his cancer treatment. disease so far in India. But does it bring out the The film tries to convey the message that can- brand’s objective of spreading awareness about the cer patients won’t have a tough choice of skipping cancer fund well and will it help Indians to take FOTOCORP FOTOCORP treatment if people invest in this fund. Pawar (left) and Sinha: alternate option better decisions when such situations arise? Speaking to afaqs! Reporter about the idea Simran Sahni, group creative director, Cheil behind the campaign, Bobby Pawar, chief creative lives,” Pawar adds. India thinks it’s a lovely commercial - real, honest officer, Publicis South Asia, says the film, narrates HDFC Debt Fund for Cancer Cure, 2014 is a and emotional, as it is never easy to talk about a how most people sacrifice their own lives and close-ended debt fund with lock-in period of three terrible topic such as losing a loved one to cancer. opt for no treatment just for the well being and years. It has received a good response from inves- “I think the toughness of the choice has been secure future of their families. It raises awareness tors and has collected `77 crore in the first series. brought out in a powerful yet subtle way. There is on alternative way of getting better treatment and HDFC, in a tie up with The Indian Cancer Society no over drama and the setting is real. The boy is ensuring that family’s future plans are not dis- (ICS), has launched it. talking to his loved ones where you tend to share turbed. Speaking about the execution and media mix emotions. It’s a big moment for him and obviously “It is traumatic for the family to digest that a of the campaign, Partha Sinha, director and chief his father’s absence is strongly felt,” Sahni says. family member has actually chosen their well- strategy officer, Publicis South Asia states that the However, Sahni believes that the writing could being over his own health even when death is film is primarily a piece of digital content which have been more real. “Overall it has great impact. imminent. The film tries to provide a solution to will also be displayed across cinema screens in And, a great message. Hope it really helps those this problem by saying that most people can opt India. Besides, the campaign will be well-sup- who have no choice but to take horribly tough for effective cancer treatment without parting way ported by an extensive OOH activation across key decisions in life,” she concludes. „ with a dividend and thus bring difference to their locations in the country. [email protected]

an initiative

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JOB MREVZLWFKLQ7KHQRVSHFLDOLVWMREVLWHLQ,QGLDIRUWKH$GYHUWLVLQJ0HGLD 0DUNHWLQJSURIHVVLRQDO SWITCH .in 7RJHWLQWRXFKZULWHWRDEKLODVKVLQJK#DIDTVFRP__DOLVKDIDURRN#DIDTVFRP_ 32,1762)9,(: What can brands learn from the SpiceJet Dance? A recent in-flight dance performance by SpiceJet’s cabin crew has fetched the brand a little flak, no doubt, but lots and lots of earned media. What’s the takeaway for service brands? By Ashwini Gangal

$0(<$'(6$, 6$%8-6(1*837$ 5$-,93$/ 0$+(6+&+$8+$1 Assistant Account Director, Executive Creative Director, GM, Sales and Marketing, Reliance Co-founder, Bang in the Middle Hakuhodo Percept Industries, Textile Division Salt Brand Solutions

INTERNATIONALLY SUCH I THINK THE LESSON SUCH THINGS HAVE IF YOU WERE TO THINGS HAVE BEEN IS THAT WE CAN BEEN REPEATEDLY DONE TELL ME ABOUT THE DONE MANY TIMES, BUT MAKE MUNDANE BY AIRLINE BRANDS IN SPICEJET DANCE, FOR AN INDIAN AIRLINE THINGS EXCITING, IF WEST, FOR SOME SORT WITHOUT NAMING IT WAS A FIRST, SO IT BRANDS GET JUST A OF CELEBRATIONS, IN THE COMPANY, WORKS. IT’S NEW, AND LITTLE INNOVATIVE. MOVING AIRCRAFTS. BUT ASKING ME TO GUESS OF COURSE EXCITING AND YOU DON’T NEED IT WAS FIRST-OF-A-KIND WHICH AIRLINE DID because you don’t expect the money to be innovative. I think move in India. It was it, my first reaction would have cabin crew - that’s otherwise that is the biggest lesson here. definitely interesting and got been ‘IndiGo’, second - ‘Jet’, very professional - to just People think we need money to the brand a lot of attention third - ‘GoAir’. SpiceJet is the jump into a jig. It would have be innovative but it’s really all from consumers. most unexpected airline to do drawn eyeballs but I don’t about creating a little delight. I think this was a harmless this, hence an interesting shift in know how effective it will be, That can make the mundane gesture. It was a positive perspective and character. going forward, for the brand. really interesting. thing. Such surprises, apart People have praised the Does it help them in their from catching the eye of the airline’s effort on social media. service? Does it help people consumers who were there at The lesson is the little pleasant to know more about SpiceJet? that time, get a lot of attention and unexpected surprise, plus Perhaps... perhaps not. on social media too. factor, or the ‘wow’ factor that We don’t see enough of A few minutes’ jig was we can bring into service. this. I think the lesson is - more than worth it for the Very few people do it in why not experiment? Why brand. It also got the attention routine relationships and those not give it a shot? If you have of the right target audience who do are the real heroes. a good idea and want to do as - people on social media The hotel industry has been something different and new, are a good class of audience. doing it. I think Taj has been something not many people It was a good surprise. Such legendary in its own way. If have done in the past. It will new ideas and innovations you’re a regular customer, Taj definitely get you attention, help service brands. These knows almost everything about there’s no doubt about that. promotions are fine provided you. The room is set to your liking they do not compromise based on your specifications, security in any way. after just one briefing. So, it’s happening, but there’s a huge gap that can be filled.

afaqs! Reporter, April 1-15, 2014 17 ',*,7$/ AD:TECH A Second Life The founder-editor of Net- net play is absolutely necessary to become a major of the company’s thoughts of owning an inde- media player in India,” he revealed. pendent media brand online. Besides, as per Bahl, work18 shared the story of how Since its entry into the digital domain, Bahl by 2009, it was clear that the textual word was dead his group ventured into digital said, the company gradually realised that internet and newspapers had died. The textual word got a wouldn’t work as a linear medium. There had to huge second life in the form of internet. storytelling. By Satrajit Sen be a two-way dialogue as consumers wanted to do Bahl also mentiones News18.com, which is a lot of things on the internet. company’s move to enter local news genre on digi- edia opportunities suddenly exploded Moving on to the group’s next big success in tal. News18 currently has region-specific content in India during the 90’s and we saw a the digital world, Bahl mentioned the creation of for five districts and is a mobile-driven property.„ Mwhole lot of entrepreneurs jumping on Firstpost.com. Bahl said that Firstpost was a result [email protected] to the media bandwagon either through TV or Advert. internet. Besides, textual word found a second life in internet” opined Raghav Bahl, founder and edi- tor, Network18 Group. Bahl was speaking about his entrepreneurial journey at the keynote session at ad:tech New Delhi 2014. According to Bahl, he was also among the lot of media entrepreneurs who started small in the 90’s. Comparing the Indian scenario with that of Europe, Bahl said that the media industry there had gone through a systematic evolution, unlike India. “First there were print media companies, then came radio, followed by TV and digital, and SUSHIL KUMAR

“The Europian media industry had gone through a systematic evolution, unlike India.” Raghav Bahl

now it has evolved to mobile. But in India, all these exploded together. Within 10 years, media owners had to deal with the matter of having presence on TV, internet and now on mobile,” he observed. Network18 started as a small production house designing content for Doordarshan in the 80’s. It was in 1998-99 that the company decided to grow itself as a major player and thus entered the broad- casting business in partnership with CNBC, and floated CNBC-TV18 channel. Bahl revealed that Netwrok18 also wanted to partner CNBC for the digital rights to have an internet version of CNBC-TV18, but the rights were already with Microsoft. “So we decided to acquire Moneycontrol.com and make it the internet face of the channel. And it paid for us as Moneycontrol today has become the leading busi- ness and financial information property in India. We had the vision in hindsight that a strong inter-

18 afaqs! Reporter, April 1-15, 2014 35(6(176 &$03$,*175$,/ New campaigns across television, print, out-of-home and digital media. TELEVISION

TANG TVS TYRES CAMLIN The TVC campaign is based on the insight that children The ad shows the journey of the rider (an army jawan in The film focuses on two bench-mates one with a Camlin always love to do exactly the opposite of what they are this case) overcoming a plethora of tough, challenging and Pen Pencil the other using an ordinary pencil. The boy with told. Shot in a fun way, in the TVC the mother gets the changing landscape. He negotiates the treacherous terrain the pencil is seen struggling to keep pace whereas the boy kids to make their own bottle of Tang, by telling them ably supported by his bike tyres (TVS TYRES) over washed with the pen pencil is cruising along with his Camlin Pen what not to do. Through the narrative, it shows how Tang out roads. The closing line ‘‘Koi toh raasta zaroor niklega’’ Pencil. now makes it easier for mothers and kids to quickly make positions the tyre as a partner on his journey. their favourite refreshing drink and store it in the one litre Creative Agency: RK Swamy BBDO, Mumbai Creative Agency: Rediffusion Y&R bottle for ready consumption. Production House: QED Films Production House: 7 Films Creative Agency: Bates CHI & Partners PRINT CIGNA TOI IBM HEALTH On the occasion of The technology Holi, The Times of company recently INSURANCE India came out with released a The health a print ad integrating print ad, urging insurance brand the theme of selfie and companies to launched a print Holi. They presented a further analyse campaign across collage of a person’s their data. The major cities selfies in different catchline for the to promote its colours and moods ad mentioned positioning of being with the customers in the ad with the ‘Is there a new when they are catch line saying ‘A customer hiding healthy. The print ad Holi selfie is worth a in your data?’. talked about its pro- thousand filters’. The The ad aimed to health programs via print publication also promote the big which the customers launched a campaign data and analytics could attain their weight goals by sustainable lifestyle around it where it for companies. changes. urged people to share their selfies with them and the craziest pictures will be featured in the TOI.

C Creative Agency: TBWA Creative Agency: Taproot CCreative Agency: O&M OOH DIGITAL

COLORS BREN BAJAJ ALLAINZ Viacom 18 owned Colors launched a high impact OOH BREN installed a 3D structure at the roundabout of Bajaj Allianz had started an initiative called campaign to promote the fifth season of its action show Kempegowda International Airport, Bengaluru to jiyobefikarwomen in 2011 to highlight and reward Khatron Ke Khiladi across 70 cities. At one of the heavy generate recall and recognition for the brand. Created by accomplishments by women from various fields. This traffic sites in Mumbai city, the channel created a look OpusCDM, the structure is tactically positioned with soft year the brand had decided to take it one notch up with a alike branded set of the action show that caught the lights illuminating it and the brand on top showcasing a campaign that focuses how women are perceived online. attention of passers by. scenic art environment.

Agency: Milestone Brandcom Agency: JCDecaux Creative Agency: The Right Click, India

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, April 1-15, 2014 19

BANG

ON!ASHWINIASHWINI GGANGALANGAL MumbaiMumbai

There have been cries that creative advertisinadvertisingg inin print is declining.declining. What exactly does beinbeingg creativecreative meanmean?? A look at the chanchangingging role of print advertisingadvertising iinn IIndia.ndia.

hese days, you may as a medium used by The copy no longer makes TV, in turn, is the medium not see as much creative guns to show off readers laugh or cry.” most likely to be used for creative copy in their craft. Reminiscing the For Pops, the heydays of relationship building and print as you may times agencies like Trikaya print ended 22 years ago, consumer engagement. Twould have liked to. This and Enterprise built brands before the satellite boom. Digital is even more sharply is despite the fact that print on the back of print, KV That was the time when focused. continues to dominate the Sridhar (Pops), chief print was the lead medium, Of the total print art school, portfolio-based creative officer, Leo Burnett, through which agencies advertising, transactional hiring and pitch arenas. Indian subcontinent, says, built both, equity for their - which includes sales, So, is the work getting “Print today is a neglected brands and reputation for discount, promos, offers, relegated down the agency child. Most ads are one- themselves. contest-led - advertising has food chain? Yes. Is that bad off, opportunistic - around To the other school of a share of around 21 per news for print? No. women’s day or diabetics’ thought, however, this cent. That apart, much of India is one of the few day. Rarely do you see good, change is hardly the worst the remaining advertising is countries in which the print thematic print advertising. thing in the world. They KARAN KUMAR pretty straightforward with industry is growing - and Advertisers use print as a accept that the audio-visual Strategic work is happening product-related messaging. growing well at 10 per cent. transactional, sales medium. medium (TV and digital) in print As Mandir Tendolkar, vice According to TAM AdEx, is more glamorous and total print advertising that if cracked, helps put a volumes (measured in struggling creative director Brands tend to use print more as a platform column cm) grew by 6 per (CD) on the map. “If,” says for promotional offers and discounts, than as cent in 2013. And the growth the planning head of a leading story of regional papers could creative agency, “today, a CD a medium for brand building or storytelling take up an entire article. wishes to specialise in print According to the FICCI- over other media, he may be CRAFT TO CATALOGUE president, communication, KPMG 2014 Report, considered either old school Today, brands tend to Lokmat, puts it, the objective estimated figures for TV and or a rebel. Print is not what use print more as a tactical of a print ad has shifted from print advertising for 2014 are it was in Mohammed Khan’s platform to communicate “image building” to doing `15,200 crore and `17,900 time. But that is fine because promotional offers and what’s necessary to cater to crore respectively. Why, it has a totally different role discounts, than as a medium a “consumption audience.” then, is there an apparent lack to play today.” for brand building or Niedhie Verma, head, digital of enthusiasm in agencies Role. That’s the operative storytelling. Some term it marketing, Amar Ujala, towards print advertising? ANIL JAYARAJ word here. There is no ‘the derivative medium’, as chooses different words that One school of thought Print has begun an denying that print has the content is often derived mean the same. “The print mourns the death of print interesting comeback evolved. How? And why? from the brand’s TV ads. And communication thrust,” she

22 afaqs! Reporter, April 1-15, 2014 &29(56725< says, “has moved from brand to follow suit are mutual print work does have a language to better suit reader building to the ‘last line of funds, finance, durables “strategic language” that sensibilities. It’s a joint communication’.” And price and automobiles. Counter rides on evocative imagery effort,” he says. trumps product benefits as a intuitively enough, in and aesthetic visuals - the Some creative folk aren’t differentiator. “Hence a lot general, at a cost per contact very stuff Pops swears has too happy with this new of price and discount-related level, television is cheaper disappeared from newspaper avatar. “Today, print work ads get into the pages of a than print. But for categories ads. “Sure, for white goods is evaluated like outdoor – newspaper,” says Tendolkar, such as these, that target (like televisions, refrigerators do you get it in 10 seconds adding, “Earlier print was very specific sections of the and washing machines) or not?” frowns the strategy chosen as a product launch population, TV often does and packaged foods (like head of an agency. Elvis medium but not anymore.” not work out to be cost chips, biscuits and aerated Sequeira traces the trend While last year, the effective, because there is a beverages) print lends itself back to the client brief. “The categories that advertised lot of media wastage. to a lot of rational, attribute- print brief is not dead,” says heavily in print included Manas Mishra, EVP and FOTOCORP led selling,” admits Kumar, the executive director of national strategy director, MANISH BHATT embracing the shift of brand Hakuhodo Percept, “It has Vizeum, a media agency, Print has become a bit like personality-led work to TV. arisen in a new horrifying explains, “Television is catalogue advertising avatar which goes - ‘Put the a wider medium. Print, JOINT EFFORT product picture here, logo to begin with, is for the ‘sales’ and ‘store launch’. Another growing trend is there and the headline in this literate and is again split For some, print has the way newspaper brands are colour. Ask your guys to write into language, and then into become a platform for increasingly co-creating print something catchy and… can geographies. So for certain information dissemination work along with agencies. we see it tomorrow?” categories, the effective cost above all else. For Shubhodip Of late, several newspaper Print may not lend itself per contact works out lower Pal, chief marketing officer, brands have upped their to consumer participation in through print.” There are Micromax, print is a platform level of contribution to the other differences too. “Print,” on which he can “talk final creative. Previously, says A J Christopher, national technology” something, he these media owners offered head, marketing, Eenadu, “is insists, is very difficult to do agencies language support a more ‘serious’ medium, in 30 or 45 seconds without when needed, but now, they SHUBHODIP PAL while TV is an informal overloading the viewer. lend design support to the The challenge is to make medium. With categories “You can create imagery advertiser’s creative agency jargon consumer-friendly like banking, finance, real and build a brand on in equal measure. Many estate and automobiles, television but every medium newspapers even have special has a role to play and we in-house teams for this use print to convey a lot of purpose, called ‘ideas team’ Another growing trend is the way our product specifications,” or ‘innovations team’. newspaper brands are increasingly he says. Some advertisers, Shailesh Amonkar, chief co-creating print work along with agencies though, cram all the marketing officer, Sakal post-television, ‘residual Papers, says that this trend information’ or “nuts and has grown over the past NITIN CHAUDHRY services, education, auto, a lot of analysis goes into bolts”, as the founder of a 15-18 months. “Newspapers FMCG print advertising has banking, finance and the purchasing process. So creative boutique terms it, have started adding value to grown last year investment and retail (in that print becomes the primary into their print spots. Is Pal the creative agency’s work by order), experts say segments medium. TV is more of an guilty of this? “Cram,” he recommending innovations, the same way as digital can, such as real estate, fashion, ‘experience medium’.” says, “is a negative word. suggesting ideas that the but if agencies apply their cosmetics, luxury, travel, Print is not just another agency can base subsequent minds to it great things are durables and retail will LEAD GENERATION brochure. Our real challenge ads on and tweaking the possible. And not only if the leverage print in the days Speaking of comebacks, ad is backed by technology or ahead, as will local brands Anil Jayaraj, chief marketing has a QR code or layered app. that benefit from geo-specific officer, Pidilite Industries, Perhaps advertising agencies and brands Consider art and stationery advertising. “Print today plays tells us, print has begun just need to look at print differently, in the brand Kokuyo Camlin’s a big role for products with a making an interesting wake of the new role it plays today. recent Join The Dots print what-you-see-is-what-you- comeback for his brands ad that got thousands of kids actually-wear or use kind of Fevicol and Dr. Fixit, over to actually sit down, connect offering,” says Manish Bhatt, the past year, in select SCRs is making all the tech jargon dots and fill colour into an founder-director, Scarecrow (socio-cultural regions) and consumer-friendly.” ad that their parents later Communications. geographies such as parts For others, like Karan uploaded on the brand’s Experts point out of Gujarat and Kerala. It is Kumar, general manager, Facebook page. that FMCG has made a more direct. “For example, marketing, lifestyle retailing Perhaps agencies and “comeback” in print in the our print ads for Dr. Fixit business division, ITC, print brands just need to look recent past. Nitin Chaudhry, promote a helpline that has become more exacting at print differently, in the business head, Hindustan people can call for water and powerful than it was wake of the new role it plays Times, Mumbai, says, “Over proofing problems - this in the past. “Yes, seasonal, today. Can a young CD get the past few years, FMCG helps generate business,” he discount-led communication ‘discovered’ in the agency advertising has been weaning shares, before selecting the is on the rise in print, but system on the basis of her off print, year-on-year. But phrase “invoke instant call does that mean strategic print work? Our feeling is over the past year we have to action” as the best way work is not being done?” that the answer may not be a seen a reverse trend – FMCG to explain the meaning of The answer, according to discouraging one. „ print advertising has grown “generate leads”, which is him, is No. For the fashion ELVIS SEQUEIRA [email protected] by 100 per cent for us.” pretty much the objective of and lifestyle categories in The print brief is not dead - Other segments likely most print ads that scream particular, Kumar insists, it has a new horrifying avatar (with additional inputs from Devesh Gupta)

afaqs! Reporter, April 1-15, 2014 23 0(',$ ROMEDY NOW More than Just F.R.I.E.N.D.S The channel launched ‘Friends with Better Lives’ on April 1. The series has been written by Dana Klein of F.R.I.E.N.D.S fame. By Prachi Srivastava

imes Television Network’s six-month old channel Romedy Now has all the reasons Tto rejoice! Not only is it doing well on the channel is available on all TRP charts, it is bringing to India one of the most DTH platforms except Tata anticipated shows of the US, ‘Friends with Better Sky because of the bandwidth Lives’. issue with the DTH operator. The show, written by F.R.I.E.N.D.S’ writer Unlike many broadcasters and producer Dana Klein, will be launched on who feel content is king, CBS on March 31. Within 24 hours of its US Trigunayat feels that the telecast, Romedy Now will serve it to its Indian viewership of a particular show audiences at the prime-time slot of 9 pm, starting or a movie highly depends on April 1. The repeat of the show will also be aired the channel it is airing on. through the week at convenient time slots. He doesn’t like Romedy Now Starring Kevin Connolly (as Bobby), Majandra being categorised as a movie Delfino (as Andi), James Van Der Beek (as Will), channel or a GEC channel. Zoe Lister-Jones (as Kate), Brooklyn Decker (as says Trigunayat. “We are content agnostic. Jules) and Rick Donald (as Lowell), the weekly Romedy Now has around So we can air movies or series. sitcom follows the lives of six friends. All of them 50 advertisers on board. It is Currently we are doing fiction are at different stages of their lives and think that still negotiating with a few but tomorrow we can do non- the other friend’s life is better than their own. for the sponsorship deal for fiction also. Romedy Now is So, in a way they want something that the other FWBL; however, nothing a very well-defined channel friend has. is finalised yet. “We want a destination which will emerge According to Ajay Trigunayat, CEO, English higher premium for the show. over a period of time. Today Entertainment Channels, Times Television We are asking for Rs 12000 per there are over 700 channels Network, since the launch of Romedy Now in 10-seconds,” Trigunayat adds. and on an average a person September last year, the channel has been having After FWBL, the channel makes a choice of 70 channels distribution issues, and has also been having has lined up two shows - 1600 over a period of time. On a teething problems in terms of content. There were Penn and Back in the Game, daily basis he will watch 5 to few shows that were scheduled to be launched which will launch sometime 10 channels. So to be selected in October 2013, but Romedy Now could not in end-April or early May. out of those 700 channels, launch them in India because of the delay in their Later, it will air a couple of “The channel has it is channel identity, it is a US telecast. library shows before it starts now geared up to destination which will make a However, the channel has now geared up to offering new content again by difference. There is loose talk bring fresh content to its viewers. It is currently September-October. bring fresh content that content is king and people airing three shows that were launched this year Trigunayat is a proud are channel agnostic and it is itself- Witches of East End (aired every Sunday at executive as Romedy Now to its viewers” all about content that matters. 8 pm), Ally McBeal (aired Monday to Thursday has touched high numbers. In AJAY TRIGUNAYAT But in my opinion, it is the at 8 pm) and Kitchen Confidential (aired every Week 10 of TAM (C&S, 15+, brand identity which matters Friday at 8:30 pm). 8 metros) data provided by the more than anything else. It is The channel is betting big on Friends with channel, Romedy Now rated truer when you are dealing Better Lives (FWBL). While the promos of the 966 GVTs as STAR World got 515 GVTs, AXN with urban, affluent audiences who have to make show are already running on the network channels got 433 GVTs, Zee Cafe got 333 GVTs, Comedy significantly more choices than people who are less of TTN, Romedy Now will leverage the print Central got 141 GVTs, FX got 449 GVTs and Fox affluent,” Trigunayat avers. publications of The Times of India Group to Crime got 113 GVTs. Going forward, Trigunayat wants Romedy promote the show. It also has digital promotion “We are redefining the category! We have Now to be very popular and doesn’t want it to be plans on the internet as well as on mobile. Besides, reached very close to the objective we had set out known as a niche channel. “Therefore what we the channel aims to engage with the consumers in when we were launching the channel. When we have set for ourselves is a target of 7.5 per cent, selective cinema halls across the eight metros. had launched Romedy Now, it had distribution and in the subsequent year increase the reach to FWBL will also be promoted on channels issues and was low on availability. The reach was 10 per cent. Our time spent target was 25 minutes outside the TTN only 0.25 per cent but today you are looking at a which has shot to 42 minutes but we are struggling channels. “The channel that is twice the viewership of a STAR in reach which is 4.5 per cent. Our lack of reach intention is to World or AXN. Our reach is 4.5 per cent and has been compensated by high time spent but we buy reach-based time spent per viewer is 42 minutes as against 16 wanted it to be the other way round- increase the channels rather minutes or 17 minutes in the category,” Trigunayat reach, may be can take a hit on the time spent a than engagement- mentions. little bit,” Trigunayat says. based channels,” He adds that presently the TTN owned “As far as the distribution is concerned, in another three months, our distribution is going to The weekly sitcom follows the lives transition and we are going to expand our reach from 8 metros to 1 million+ towns. By the end of of six friends who think that the other this financial year, Romedy Now will be available across the country,” Trigunayat asserts. „ friend’s life is better than their own. [email protected]

24 afaqs! Reporter, April 1-15, 2014

0(',$ THE HINDU Triple Whammy The new editions will cater to coastal Andhra Pradesh, Rayalaseema and Telangana, in the newly demarcated state of AP. By Devesh Gupta

tarting March 15, Kasturi & Sons-owned English daily The Hindu launched three Snew editions in Andhra Pradesh catering to coastal Andhra Pradesh, Rayalaseema and Telangana regions. The publication has restructured its editions to meet the changes in the state’s geography after the formation of Telangana, India’s 29th state. The paper claims to be the first one catering to this change. Page 2 of the Telangana edition will provide the cultural and social activities of the would- be new state. Page 3 will focus on civic and municipal coverage, while Pages 4 and 5 will provide the political, economic and infrastructural developments. The already existing Hyderabad city edition will continue to focus on city coverage. The Coastal Andhra Pradesh edition will cater to districts from Prakasam to Srikakulam including Editions have been will have news of life in big cities, while Page 3 will Krishna, Godavari, Visakhapatnam and Guntur. cover urban governance, civic and infrastructural The Rayalaseema edition will cover the districts restructured to meet the issues. Pages 4 and 5 will continue to provide the of Anantpur, Kurnool, Cuddapah and Chittoor, news from Hyderabad as the joint capital of the while the Telangana edition will cater to the nine demands of the new AP two states. districts of Adilabad, Nizamabad, Karimnagar, both editions will focus on political, business and The total print run for the Andhra Pradesh Warangal, Khammam, Nalgonda, Mahbubnagar, economic activities of the region. The Coastal market as claimed by the publication is around Medak, Hyderabad and Rangareddy. Andhra Pradesh edition will come out from 3.25 lakh copies. The cover price for the edition Page 2 of Coastal Andhra Pradesh and Vijayawada. remains the same. The paper has printing centres in Rayalaseema editions will cover the cultural life The Hindu will continue to bring out the city Hyderabad, Vijayawada, Nellore and Anantpur.„ and social trends of the region. And, Page 3 for editions of Vijayawada and Vishakhapatnam which [email protected]

ABUNDANTIA ENTERTAINMENT “Abundantia is created with a focus to produce and support innovative and impactful content. Our aim is Entertainment’s New Route to build a robust business on the back of strategic partnerships on The company claims to be the country’s first the creative and distribution fronts with like-minded individuals and independent motion pictures studio. News Bureau organisations. ” Reena Wadhwa, chairperson, ndependent motion pictures projects involve Neeraj Pandey RW Media, says, “RW Media is a studio Abundantia Entertainment (A Wednesday, Special 26), Shoojit firm believer in the growth story Irecently unveiled its film plans Sircar (Vicky Donor, Madras Café) and of India’s entertainment, lifestyle for 2014 and 2015. The company, Nikhil Advani(D-Day, Kal Ho Na and luxury verticals. In Abundantia which has got new strategic investors Ho) as well as upcoming talent such Entertainment, we see a company on board, claims itself to be the as Soumik Sen (Gulaab Gang) and a that has a global vision, progressive country’s first independent motion clutch of first-time directors. mindset and an unflinching focus on pictures studio. RW Media, a Singapore-based quality. ” The plan includes 11 films across investment fund, has acquired a The company was founded in the first two years at a combined strategic significant minority stake August, 2013 by Vikram Malhotra, value of about `250 crore by leading in Abundantia and has joined as a who was earlier COO, Viacom18 directors. They will not only make new investor. RWM has significant Motion Pictures and CEO, Balaji their own films but also creatively interest in the Indian media and Motion Pictures. The idea behind produce work in their respective luxury space. Abundantia is to produce and support production houses. Releases will Vikram Malhotra, MD and CEO, quality entertainment content. „ start by mid-2014. Some of the Malhotra: abundant entertainment Abundantia Entertainment, says, [email protected]

26 afaqs! Reporter, April 1-15, 2014

352),/( ¦1(:6

VINEET BAJPAI I CEO I TBWA INDIA BOX TV Joining Fairytale Hands BoxTV will now stream Sony LIV’s content to its Story users worldwide. News Bureau

SM’s video-on-demand service Sony LIV has inked Ma distribution partnership with Times Internet’s online video streaming service, BoxTV following which Sony’s content will now be available to BoxTV users worldwide. The content, primarily includes currently running shows from Sony Entertainment Television and SAB. FOTOCORP In addition to this, the deal will also include content made specifically for By Prachi Srivastava He mentions an analogy that he has also given in his the web that include sneak peek book (Build From Scratch), “During the Mexican gold videos, “Quickisodes” and “Short- rush, people went to Mexico to hunt for gold. While crunch” episodes. ithin 16 months of the acquisition of his company, some found gold, most did not. But to dig for gold, Talking about the alliance Magnon Group by TBWA, Vineet Bajpai became they needed a shovel, right? So a smart businessman W CEO of TBWA India, replacing old hand Shiv would not go chasing gold - he will start selling Sethuraman. shovels.” Sony LIV’s This is a story about a young boy who set out to be an entrepreneur when many people of his age PLAYING IT SMART content will preferred hunting for a good job and steadily climb the hile Bajpai didn’t want to get into the dotcom ladder to success. “I was 22 when I left my job at GE Wbusiness, he knew that new models would be available to Capital International Services to start Magnon Group emerge and people will go gold digging on internet. and there were many people who said I was a fool to He started Magnon, a web development agency, that BoxTV users. do so,” he recalls. gave businesses the tool to achieve their dream. Bajpai started with `14,000 that he had saved Pandurang Nayak, business head, DOTCOMER from his previous job, a generator BoxTV, says, “The association is also fter his MBA, Bajpai joined GE room of his father’s acquaintance, two a big new leap for BoxTV where A(which had just started its India “There were rented computers and two boys, who we’re building more and more on operations) as a quality associate. He are today the managing directors of the platform through aggregation calls his experience at GE, as the third many who Magnon International (Vivek Merani) of content via unique tie-ups with year in MBA. Believing that it was and Magnon\TBWA (Nitin Naresh). existing digital brands like Sony LIV. enriching to work with a company said I was a Magnon started doing web design We believe that this enhances the as big as GE, he learnt management fool to start projects for `5,000-`10,000 but that experience for users to get more at a philosophies that would stay with him was only for the first couple of years. single destination and enables con- forever. Magnon “By the time 2003 came, we won the tent brands like Sony LIV to reach “It was great learning. But I also account for Daikin ACs (Japanese AC out to wider base of audience, creat- felt that if I am taken away, nobody at 22” company) and in 2003 again, we bagged ing a win-win for both our services, would notice and it wouldn’t make a the Ministry of Finance’s account with the end-user reaping the maxi- difference. I felt that I would much beating some big boys,” he recalls. mum benefit.” rather be doing something which is not just part of a While Magnon was getting offers since 2010, Bajpai Nitesh Kripalani, executive vice- system but which creates value,” he says. chose to partner with TBWA since he felt that the president, new media, business Coincidently, it was the time when the dotcom wave organisation was culturally connected to Magnon. development and digital syndication, was at its peak. Jeff Bezos of Amazon was announced as Twelve years into the digital business, he and his Sony Entertainment Network, says, the Time Magazine’s Person of the Year in 1999. “As team realised that the industry was changing. “The ad “Our vision is to make Sony LIV the they say heroes’ tales travel far - we in India would hear industry was going through a metamorphosis where leader in video entertainment and about all these things, which is why I felt that I needed they recognised the power of digital and all the big to reach audiences, both organically to take the plunge in the digital business and build an boys were on the acquisition spree. It was good that and inorganically, we need to expand organisation,” he says. we got an offer from TBWA and the acquisition our reach and be where our consum- Bajpai didn’t want to be a part of the crowd. An happened.” ers are. This distribution partnership MBA in marketing and IT, he wanted to do something Bajpai feels that for any entrepreneur or professional, with BoxTV is a step in fulfilling our in either field but the environment took him the the objective is to grow the organisation that they vision.” digital way. In 1999-2000, the whole world was talking founded. “Now, I will be able to grow both the ad BoxTV was launched in about the “web”, but he says that by then the pureplay business (TBWA) as well as the company I founded.” „ September, 2012. „ dotcom business had become shaky. [email protected] [email protected]

28 afaqs! Reporter, April 1-15, 2014

0(',$ ORANGE TV Fresh Push The Bengali satellite channel is airing youth focused content such as Bengali movies and music, and shows based on Bollywood, Tollywood and the Bengali film industry. By Prachi Srivastava

Sarkar, a 50-year old Kolkata-based unchained. So far there has been no channel advertising agency that also has interests in West Bengal which provides wholesome T in films and television production, has coverage of the Indian entertainment world in ventured into broadcasting with the launch of its the people’s mother tongue, Bengali. Orange first channel, Orange TV. is about to claim this vacant slot by featuring The Bengali satellite channel airs youth- regular spice from Bollywood and Tollywood,” focused content. Orange TV telecasts Bengali movies, along cinema. Movies across genres will be aired on with music and shows related to Orange TV. the Bollywood and Bengali film The channel will have 50 per cent non-fiction industry. It also mirrors both the content and 50 per cent content of movies and trends and trendsetters of these music. To start with, the channel has time bands industries through chat shows, for different shows. Every day from 5.30 - 6 pm, events and lifestyle shows. Orange TV will air ‘Orange Dhaba’, a cookery Through T.Sarkar show; from 7 - 8 pm, it will air retro music in a Productions, the company show called ‘Orange Retro’; from 8 - 9 pm there has produced many shows for will be ‘Orange Ishq’ which is an anchor-hosted leading networks, including music show; from 9 - 10 pm the channel will air ‘Joto Haasi Toto Ranna’ for STAR ‘Orange Studio’ which will have content (chat- Jalsha, ‘Ei Ghar Ei Sansar’ and show, gossip, news of the three film industries) ‘Spandan’ for Zee Bangla. shot in the studio of the channel with Power “Having produced shows 107.8 FM’s RJ Varun. for STAR, Zee, ETV and many Besides, on three Sundays of the month, super hit Bengali films, time Orange TV will air ‘Orange Blockbuster’ movie has now come to make content at 7 pm; it will also air a movie premiere every that can bring in a change,” third Sunday of the month at the same slot in says Binayak Sarkar, director, the band called ‘Orange World Premiere’. T.Sarkar. T.Sarkar has already launched an out-of- Sanjay Jariwal has joined home teaser campaign for Orange TV. There Orange TV as the director, are more than 350 hoardings across West Bengal national sales. He has more than as there are banners in the metro. While the two decades of experience in hoardings don’t say anything about the channel, space and time selling for the media industry. Before Orange TV, he has also worked with The channel airs 50 per Kasthuri TV, Zee Entertainment cent non-fiction and 50 per (as VP, sales, South channels), she adds. ETV and ABP. Sarkar says, “Orange TV is cent movie content. Meanwhile, Jugal Saha is the a reflection of today’s lifestyle head of programming for the and entertainment choices, they have interesting lines in Bengali - ‘Rong o channel. He has over 15 years having universal appeal among Noy, Fol O Noy! (neither a colour nor a fruit), of experience in the television the various TG in West Bengal. Tatka, Rosallo, Sushwadu (fresh, juicy and tasty), entertainment industry in The identity of Orange itself Pet noy, mon bhorate (not to fill your stomachs, West Bengal. Orange TV is entertainment. Like any but your minds). All of these end with the positions itself as an exclusive other channel that dabbles with line, ‘Orange Aasche’ (Orange is coming). In the hang out zone for the youth fiction, non-fiction, movies and metro, the banners say - Bajaare noy, shoja baarite majority among West Bengal’s reality shows, we will do too, (not in the market, rather in your house) ending population. It wears the with the difference being that with Orange Aasche. colour of their aspiration and we are youth-skewed and more Closer to the launch of the channel the inspiration. ‘filmi’.” promo was launched on ABP Ananda and the According to Sumita “Like the fruit The library of Orange TV cable TV channels. There were promotions on Bhattacharya, director, T.Sarkar, consists of 80 Bengali movies radio channel, Power 107.8 FM too. people in West Bengal consume itself, Orange TV to start with. It is a mix of According to Sarkar, the logo of Orange TV a great deal of Bollywood shows will have mainstream blockbusters, urban symbolises freshness. “And, like the very fruit content but the charm is robbed theme movies by promising itself, Orange TV shows will have the dose of because Hindi creates a bit of the dose of citric new-age directors and also citric freshness in a world of clutter,” he adds. discomfort. “Orange TV doesn’t some movies by veterans like Ex-Bates personnel Soveek Poyra and intend to be just about change. freshness ” Gautam Ghosh and Sandip Ray. Souveek Misra have worked on the creatives of But, from the very onset it BINAYAK SARKAR It is a mix of proper commercial the ad campaign for Orange TV. „ targets to become change blockbusters and parallel [email protected]

30 afaqs! Reporter, April 1-15, 2014 0(',$

NDTV TV18 Dual Tuning ETV News in The channel will have live market coverage between 9 am and Kannada Now 5 pm on weekdays. It will air infotainment and entertainment shows from 5 pm onwards. News Bureau This marks ETV’s attempt to reach the remotest corner of the country. News Bureau

V18 has launched a Kannada news chan- nel under its ETV Network bouquet of Tchannels. Called ETV News Kannada, the channel was launched in Bengaluru in the presence of chief minister Siddaramaiah. The launch marks the broadcaster’s attempt to extend its reach to the remotest corners of the country. It had launched ETV News Bangla on March 10 and its Gujarati news channel ETV News Gujarati is slated for launch on April, 30. Jagdeesh Chandra, head, ETV News Network, says the network follows the “news only” con- cept and will cover welfare and developmental news in depth. In order to assure relevance and Chandra (left) and Roy

ew Delhi Television (NDTV) has appointment viewing has become very important. launched a new infotainment and NDTV Prime gives everyone full clarity on when Nentertainment channel, NDTV Prime. they can see their preferred genre of programming. As a part of NDTV’s split-channel strategy, So property comes on at 7 pm. If you are a gadget the channel will work as a 2-in-1 channel, to enthusiast, you can see that programming every be beamed complementary to NDTV’s business night at 8 pm, auto programming is on at 8:30 channel offering, NDTV Profit. While NDTV pm, and then there is entertainment at 9 pm. Profit, in association with The National Stock Of course, many viewers may choose to simply Exchange of India, will have live market coverage switch on the channel and leave it on!” freshness of content, the channel has roped in a from 9 am to 5 pm on weekdays, after 5 pm on Among the big ticket shows on Prime is number of specialised journalists. weekdays and on week-ends, the channel will ‘Videocon d2h Ticket to Bollywood’, a reality The channel has planned an extensive cover- sport the logo and content of its new avatar, show which will give two lucky winners an age with 224 specialised people being appointed NDTV Prime. opportunity to star in a Bollywood movie. Croma for the 224 assembly constituencies in the state, Announcing the launch of NDTV Prime, is the overall technology brand sponsor. MRF which it claims to be its USP. Prannoy Roy, co-chairperson, is on board for the auto band Rajesh Raina, group editor, ETV News NDTV, says, “This is perhaps and Supertech continues its network, mentions that the ETV Hindi news one of the most creatively association with the property channels are a decade old now disseminating exciting new ventures NDTV band. fresh and strong content. “Therefore, this is has launched, with so many The promotional campaign a perfect time for us to enter into more such ‘firsts’ for television in India. for NDTV Profit and NDTV regional markets, where there is a strong need of The reactions so far, from Prime features Shahrukh Khan delivering regional news content,” he adds. advertisers and sponsors, have in a double avatar reflecting this According to G N Mohan, regional bureau been very, very positive. This duality based on the concept of head, ETV News Kannada, the channel will be new concept, with two prime Genre Time Band ‘Work Hard Play Hard.’ the prime source of regional information for the times, changes many of the Rahul Sharma, co-founder, local audience. traditional views on what prime Career & Education 6:30 - 7:00 pm Micromax, says, “NDTV Prime The channel was kick-started with its flagship time viewership is all about!” Property 7:00 - 8:00 pm provides an ideal opportunity show, Kannada Nadi along with other debates NDTV Prime, launched in Technology 8:00 - 8:30 pm for Micromax to reach out to and discussions. association with Micromax, evolved viewers through new “By launching a new regional channel for Auto 8:30 - 9:00 pm will target the 25+ urban male. programming on lifestyle, the Kannada audience, ETV will assure that the It will offer an interesting Entertainment 9:00 - 10:00 pm reality, automobiles, sports, local audience here can relate to the channel in blend of ‘specialty bands’, Comedy 10:00 - 10:30 pm music, property, gadgets and an essential and effective way,” says Chandan which will showcase through Strip Movies 10:30 - 11:30 pm gizmos and comedy.” Kapoor, head, marketing and brand, ETV News the week across genres such Sharma adds that all of Network. as technology, auto, property, these programming formats are ETV has a bouquet of 14 regional channels, education and careers, “Appointment showing increasing acceptance including ETV Telugu, ETV2, ETV Bangla, entertainment and comedy. among Indian viewers. Our ETV Marathi, ETV Kannada, ETV Odia, ETV Vikram Chandra, group viewing has best wishes are with NDTV, Gujarati, ETV Urdu, ETV Uttar Pradesh, ETV CEO, NDTV, says, “In the become crucial in and look forward to a long term Rajasthan, ETV Bihar, ETV Madhya Pradesh, digitised world, where viewers association.” „ ETV News Bangla and ETV News Kannada. „ surf channels using EPGs, the digitised world” [email protected] [email protected]

afaqs! Reporter, April 1-15, 2014 31 (9(17

Powered by: Nothing Like an Entrepreneurial Journey

acknowledgement of luck, good advice and circumstances in his success. Thus, from the discovery of high quality mineral water at a family property, to the decision to opt for starting a mineral water business around that, and opting to go the institutional way for sales, Mehta was frank about the thinking behind it all, right down to thanking the delay in official licensing approvals that enabled him to craft a better marketing strategy in the extra time it afforded him. Prof. Prriya Raj Piruz Khambatta Behram Mehta Atul Chaturvedi Mahesh Murthy For Atul Chaturvedi, CEO, Adani Wilmar, the platform was an opportunity to discuss the professional manager’s n its second visit to the Ahmedabad city, the Brand changes and approach to the market over the years perspective on a family-owned business. Notable for the Owners’ Summit gave the audience a refreshing declaring that their focus has always been the business many questions he fielded from the audience, he spoke Olook at the journeys of some of their entrepreneurs. with no plans to sell out. He admitted that Rasna was passionately about the role professional managers can On Day 1, some of the speakers were Piruz Khambatta of glad to stay away from the brand valuation game. play in a well-run family business too, and on balancing Rasna, Vishal Mehta of Infibeam, Behram Mehta of Aava He shared how Rasna conducts regular surveys to ownership and management-related issues. Mineral Water and Atul Chaturvedi, CEO of Adani Wilmar. understand how its consumers perceive the brand, and The Brand Owners’ Summit was powered by Mahesh Murthy, partner, Seedfund rounded the the efforts to stay within that zone of expectation. NavGujarat Samay, the new daily in Gujarat from the evening off with his thought leadership session. Behram Mehta of Sheelpee Enterprises, the owner Times Group, with support from Big 92.7 FM and Big The summit followed a one-to-one format allowing of Aava mineral water, had a story that was more Magic. The targeted TV partner was Amagi, with TiE as the audience to get a deeper glimpse at the speakers’ about serendipity and taking a contrarian approach. community partner. Simulations PR provided the much journey. Kicking off the session with Prof. Prriya Raj, Piruz In conversation with Sreekant Khandekar, co-founder, needed local expertise, with Khushi Outdoor and Media Khambatta of Rasna spoke about the many challenges, afaqs!, Mehta delighted the audience with his frank Marketing providing outdoor media support. „ The Journey of a Brand

t the final day of the fourth edition of Brand things, one is giving value for money and secondly Owners’ Summit 2014 in Ahmedabad, some the best value product using the best technology," Aof the top brands shared their story on how said Sodhi. they began, the tough days they saw, and how Speaking on competition, Sodhi stated that their branding evolved. Ankit Chona, MD, Havmor the easiest competitor for any Indian brand is Ice Creams; RS Sodhi, MD, GCMMF; and Rajiv a multinational player, because their marketing Dingra, founder and CEO, WATConsult discussed is the text book marketing. "They always try to their brands journey’s lending a treat for the implement the success of the other markets into audiences. the Indian domain. They are less flexible and their Beginning the discussion, Chona from Havmor Ankit Chona RS Sodhi Rajiv Dingra communication and creativity also come from Ice Creams narrated how his grandfather started outside," points Sodhi. the company before the partition and established the Now adding the Amul story to discussion, RS Sodhi, Next up was social media agency WATConsult. Rajiv values that are still there even after six decades. MD, GCMMF, opined that apart from trust that Amul - for Dingra, founder and CEO, WATConsult began by saying "The last five years have been fantastic, and the ice a rural Gujarati - stands for economic independence, that when he began his agency in 2007, no marketer cream category is growing with a lot of consolidation employment and empowerment. It has nearly 35 lakh across India understood the medium and they never happening. I think Gujarat is the national capital when it families working with it and the brand is a market leader. talked about the medium. "We were trying to sell a comes to consuming ice creams," adds Chona. In last five years Amul has been growing at a rate of 20 medium that was less known," tells Dingra. Distribution is the biggest USP for Havmor with a per cent and this year it has grown at a rate of 32 per ‘‘Social media used to be about platforms but today it strong presence in Gujarat, Maharashtra, Rajasthan cent. is about content and engagement with consumers. And and just launched in Goa, Andhra Pradesh and Madhya "Trust is something that Amul has and it does not today it is growing digital at a rate of 35 per cent year on Pradesh. come overnight. We have attained this on back of two year,’’ tells Dingra. „

32 afaqs! Reporter, April 1-15, 2014 Powered by:

An appreciative audience Amitabh Shah, YUVA Unstoppable

Vishal Mehta, Infibeam Chandan Nath with Nagesh Rao, MICA Piruz Khambatta during the Rasna Presentation

From left: Pradeep Chona, RS Sodhi, Ankit Chona and Chandan Nath Rajiv Dingra with Prasanna Singh

Atul Chaturvedi Ankit Chona Vinay Prashanth, Amagi

Targeted TV Partner Supported by PR and Event SupportOutdoor Partner Community Partner Hospitality Partner

afaqs! Reporter, April 1-15, 2014 33 (9(17 Partner

The Small Town Connect

he Brand Owners’ Summit travelled to Kolkata for Sanjay Agarwal, ED, Joy Cosmetics, states that his the first time, to focus on the learning from the vast brand is one that emerged from the City of Joy, to spread Texperience and knowledge of brand custodians of the joy, and hence the name. He further said that the how to operate a successful brand in a state like West company strives to provide innovation by making the Bengal, which is distinct from most other Indian states. products accessible through conventional as well as The event was held on March 22, 2014. modern retail. Giving his welcome address, Deepak Pramanik, R Jain, CEO, Safed Detergents, said that the real owner, Aidias, stated that brands that don’t usually India lies in rural India and that is where homegrown advertise on consumer media regularly are as big as any brands thrive. India comprises 6 lakh plus villages other brand in the country. But for any brand, delivering and the opportunity is immense there. ‘‘The per capita on the promises made is a must. consumption of detergents in India is quite low as Prasanna Singh, COO, afaqs!, gave reasons why BOS compared to the west and in that handwash dominates CD Mitra S Jhunjhunwala travelled to Kolkata this time. ‘‘In India, whether we like this category unlike global counterparts. Presenting a it or not, urbanisation will take place massively and with picture of a typical rural India, Jain said that when they this entrepreneurship will also blossom. In our case, it advertised their product along with the promise of giving is our motto to link the concept of entrepreneurship with away gifts to consumers, the product did well, thus that of brands as early as possible,’’ he stated. impacting the brand imagery. Speaking about how the idea of brands came into Rajiv Dingra, Founder and CEO, Watconsult, said that existence in India, Kanchan Datta, president, Advertising as far as growth of internet penetration is concerned Club Calcutta, opined that in the mid 80s, the pundits Kolkata was among the fastest growing cities in India thought that manufacturers must start creating brands, in 2013 growing from 2.2 million internet users to 4.4 as opposed to products. ‘‘However, every successful million. Speaking about engaging with consumers on corporation must go on to create brands and not digital, beyond Facebook, Twitter and LinkedIn, Dingra products, and even today, it holds good. Brand owners opined that a brand can create its owned community, go are on the lookout for ideas related to creating better deeper into the communication and be responsive and brands - a great brand always raises Prof. A Banerjee Sanjay Agarwal respond to customers more frequently. the bar about consumers’ experiences. S B De, MD, Sreeleathers, described how Sreeleathers This is where advertising comes into remains to be explored more. Giving became popular and how international buyers visit their play as it creates love and respect, the examples, he mentioned that a doctor in stores across the city everyday. About pricing, De’s take two important pillars that determine the Guwahati has started a business, which was that Sreeleathers never plays on discount, but as success of a brand,’’ he states. is an exact replica of Arvind Eye Care. far as clearing sales are concerned, one has to give Commenting on the impact of digital It became cash positive in the first year discounts on their products. on brand building, Datta opined that, itself. ‘‘Innovation is the key to survival LS Krishnan, business head, Amagi Media Labs, in today’s world if you kill a product, and growth of any brand,’’ he added. presented how national television has changed to consumers won’t mind, but if one kills Deepak Jalan, managing director, Linc facilitate the local advertisers’ need. He was of the a brand, consumers are bound to voice Pens, said that the journey of Linc Pens opinion that even though local marketers need a little, their opinion and angst on blogs and is a typical rags-to-riches story. He said they are forced to buy more in national TV and that is other social platforms. that when gel pens became very popular, what Amagi tends to deliver. Delivering his address regarding Rajiv Dingra some of the foreign brands jumped in and The other speakers of the day included Dr A Roy, branding in India’s education sector, were selling at Rs 20 and above. ‘‘Gel pens chairman, Medica Hospitals, B Patwari, MD, Pinnacle Professor A Banerjee, dean (NIER), IIM Calcutta, stated were essentially student products and most schools had Infotech, Ramani MD, 6, Ballygunge, A Hoon, president, that though many companies start an education arm already started to accept gel pens as alternatives to Century Ply, S Sinha, VP, ABP, Bickram Ghosh, founder, hoping that this sector is recession-proof, education fountain pens. But at that time we were lagging behind Rhythmscape, Arijit Datta, MD, Priya Entertainment. institutes do face challenges. ‘‘To give you an estimate, with technology and didn’t have gel pens in our kitty. The Brand Owners’ Summit was supported by ABP two years back, there were about 5,000 business schools In 2001, we launched a Rs 10 gel pen, which was more Group and was organised in association with The in India that were accredited to AICTE, but today that affordable for the students. But by 2003, we found out Advertising Club Calcutta, support from Big 92.7 FM and number has come down to 3,500. However, as far as that even Rs 10 was proving to be a bit expensive for Big Magic. The targeted TV partner was Amagi, with IIM Calcutta is concerned, the challenge is conversion,’’ rural students and we launched another range priced at Aidias as consulting partner, WatConsult as digital media he said. Rs 5,’’ Jalan said adding that maintaining that low cost is partner, SureWaves as reach partner, Park Plaza as Banerjee said that the north-east and its vastness still a challenge for the company. hospitality partner. „

34 afaqs! Reporter, April 1-15, 2014 KOLKATA

(From left) Deepak Pramanik, Kanchan Datta, Arijit Datta, Bickram Ghose (From left) Dr Alok Roy, CD Mitra, B Patwari, S Ramani

Prof. A Banerjee Subhasish Ganguly Dr Alok Roy

Kanchan Datta, Arijit Datta and Bickram Ghose (From left) Subhasish Ganguly, Sanjay Agarwal, S Jhunjhunwala, P Agarwal, SB De

S Jhunjhunwala Deepak Jalan Nishant Nair

Supported byTargeted TV Partner Consulting Partner Digital Media PartnerReach Partner Hospitality Partner Radio Partner

afaqs! Reporter, April 1-15, 2014 35 %<,19,7$7,21 Well-known professionals write on issues that they feel passionately about

NARESH GUPTA A Tale of Two Campaigns: Bland and Blander f the mass media campaigns of the party and, maybe, strengthens from political parties are the way their resolve to vote for it in the Ito decide on whom to vote for, forthcoming general elections. my hunch is a whole lot of voters For a party that redefined the use will choose NOTA, or 'None of the of social media, the unveiling of the above' on the voting machine. So campaign itself was a pipsqueak. It terribly boring and uninspiring the almost quietly slipped in through campaigns from the defender and some eminently forgettable challenger are! outdoors. It is a known and accepted fact The radio ads raised more that political campaigns play a questions, created more derision critical role in making or breaking than liking and the messed-up TV the fortune of a political party. Every plan that saw release on DD before party is a brand, needs a bunch of other channels left a poor aftertaste. loyal followers and also needs a wide As a party, it should have built swath of voters who will be happy on hope it; should have built on transacting with the party. the future; it should have built on Any political party has a small prosperity. Instead, it tells a sorry number of committed voter base tale of despair, hopelessness and and is always looking to expand base resignation. and eat into the other parties' voter The campaign has a negative base. This is not very different from appeal, it runs the risk of polarising the way brands behave. Defend the the voters sharper than the party base and expand by knocking others may have imagined, or actually may off. have wanted. Any political campaign is a This is for the first time probably judicious mix of two factors: that both the parties have emulated ideology and idea. Most political the US Presidential Election tactics parties have a sense of ideology, but to the T. Yet, both parties have not it's the idea that can help any party been successful in telling the stories define the agenda and create the they gather from their mass contact ammunition for the battle. Political with the electorate. parties in the past have won poll This is what is needed to give battles on the back of a strong idea: 7KLVLVWKHILUVWWLPHWKH86SUHVLGHQWLDO the advertising campaign a sense of from Garibi Hatao to Aam Aadmi to participation, a sense of ownership Ram Mandir. HOHFWLRQWDFWLFVZHUHHPXODWHGLQ,QGLD and may even motivate voters to What is interesting is that ideas come out in a larger number. are often free of shackles of any In the end, the two campaigns party's ideology. They spread on to this? confused way. Despite the promise may become like any opinion poll. their own, they create their eco First, the defender. A large of plurality, the campaign pitches They become fodder for news; they system, and they become glue for portion of the population, especially a single individual. Despite the generate conversation, but rarely are a diverse set of voters to come the urban, connected audience, had attempt to project an agenda, the indicative of results. together. Ideas strengthen ideology. a sneer when they first interacted campaign leaves you with no sense We have two campaigns that have In politics, therefore, ideology alone with the campaign. The sole media of direction. The campaign fails to scored self-goals. It goes a long way is not enough. Strong ideology interview that Rahul Gandhi build on the idea, despite having a to say that advertising eventually needs stronger ideas to flourish and gave almost destroyed the entire strong underpinning of an idea. is a powerless tool when it comes reach to the common man. campaign. The campaign has an idea, Now, the challenger. Personally, to influencing political choices. How do the two campaigns that that of being plural, of being tolerant I was waiting with bated breath, for Personally, I would have wished to have been unveiled till now hold up but has been told in a convoluted, two of India's advertising icons were see two strong ideas emanating from leading the process. For a party that two different ideologies. has a very sharply defined ideology, India deserved better from those Political campaigning is a judicious mix I was waiting to see a strong sense who will eventually end up ruling of idea. Somehow the campaign it. „ of two factors: ideology and idea. Parties falls short on both fronts. There is have a sense of ideology but it is the idea no ideology in the campaign but (The author is chief strategy officer worse, there is no idea either. At and managing partner of Bang in the that helps define their agenda. best, it speaks to committed voters Middle).

36 afaqs! Reporter, April 1-15, 2014 -2%6:,7&+

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afaqs! Reporter, April 1-15, 2014 37 3(23/(

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

edia saw Neeraj Attri, former business head of The he last fortnight Mfew changes Sandesh, has joined ETV. Attri has joined the Tsaw few changes in last fortnight. company as sales and marketing head of its in the creative Rajesh Iyer, erstwhile upcoming Gujarati news channel, ETV News agencies. Renton marketing head of Gujarati. The channel is slated for a launch on D’Sousa, CEO and Colors, has joined April 30. national creative Zee Entertainment Based in Ahmedabad, Attri will look after the director, Triton Enterprises as business national sales and marketing of the channel. He Communications head, new initiatives, will also promote other news channels of the decided to quit the Hindi broadcast. He network in his region. agency after a decade- will be responsible for RAJESH IYER He will report to Jagdeesh Chandra, head, long stint. He became RENTON D’SOUSA the overall functioning ETV News Network. Attri has over 15 years of the CEO in 2012, a of the new initiative - experience in print and OOH media sales and position which was Hindi broadcast - and will report to Bharat Ranga, marketing. Previously he has worked with The previously handled by Munawar Syed, director, chief content and creative officer, ZEEL. Sandesh, Sambhaav Media, Navbharat Group and Triton Communications and Ali Merchant, Iyer was associated with Colors since its Aishwarya Publications. founder director. He joined Triton in 2002. inception in 2008 after he joined Viacom18 and Ajay Bhalwankar, erstwhile content head, D’Sousa has over 30 years of experience has been behind the success of many popular Hindi GECs at Zee Entertainment Enterprises, and has worked with MCTP II, Ahmedabad; shows of the channel including Khatron Ke Khiladi, has joined Sony Entertainment Television (SET) Contract and Lowe Lintas & Partners. India’s Got Talent, Jhalak Dikhhla Jaa and Bigg Boss. as chief creative director. D’Sousa’s well known campaigns are With over 13 years of experience in marketing He will provide creative leadership and direction Aquaguard (Yeh jal amrit, jeevan, dhan, paani and business, Iyer for the channel, and ka doctor), ICICI Life Insurance (Sindoor), Set has also worked with lead the programming Wet (Very, very sexy), Greaves Cotton (Happy STAR India on Star and OAP (on-air- engineering), Kingfisher (Blue freedom), and Moov Plus, interactive promotions) teams. (Maa sab kaam kyun karti hai). services and content Bhalwankar Taproot India has appointed Priyanka Rishi and communication had joined the Zee as GM. Based out of Mumbai, she will report to for STAR Movies Group in 1994 as Umesh Shrikhande, CEO, Taproot India. and STAR World. He assistant director of With over 16 years of experience Rishi has also worked with Dream Merchants, has worked with Ogilvy & Mather, Publicis Ambience Publicis and the company’s Ambience, JWT and Mudra India. She is also Ogilvy & Mather. advertising and the marketing director at Asset Care Advisory. Jivox has appointed FOTOCORP marketing magazine. In another development, Rediffusion-Y&R MADHUKAR RAO AJAY BHAWLANKAR Madhukar Rao as VP, He was instrumental has appointed Bhaskar Ghosh as branch head, client services. With in launching Music Delhi. He replaces over 11 years of experience in digital marketing Asia, which later became Zee Muzic, and is now Abhik Santara, who including display advertising, email marketing, called Zing. He then worked as group headfor quit the agency in working with publishers, agencies and ad launching Zee Marathi in 1999. He later became May, 2013. Ghosh technology companies, Rao will play a major role business head, Zee Marathi, and vice-president, will report to Amitava in expanding Jivox’s client services and global Zee Marathi and Zee Talkies. He took charge as Sinha, COO, support. the programming head of Zee in 2008. Rediffusion-Y&R. He Before joining Jivox, Rao was working as AVP, In 2009, he joined Sony but came back to Zee moves from Contract operations, Theorem. TV within a short span of eight months. Advertising’s Delhi. Neeraj Sanan, chief marketing officer, Media Zee TV has replaced Bhawlankar with Namit He has worked with Content and Communication Services (MCCS), Sharma who has joined the channel from Wizcraft, TBWA, Leo Burnett, has decided to move on from the company after a where he was heading the television business. „ Bates and Grey. „ PRIYANKA RISHI stint of almost six years. Sanan was heading the marketing for the channels. He was also handling the global distribution of the ABP channels. MARKETING Sanan has over 18 years of experience in sales amsonite International has Pacific which included the group’s and marketing and has worked with Asian Paints, Spromoted Ramesh Tainwala as manufacturing operations in India ICI Paints, Joyco India, Dabur and Network18. global COO. He will be responsible as well as marketing and sales in the He joined MCCS in 2008. for the day-to-day global operations Middle East, West Asia and Australia. of the US-based company and Tainwala has been associated continue to be directly involved in with Samsonite since 1995. Initially, the management of the company’s he partnered with the group as a businesses in China, Philippines and vendor when Samsonite wanted to Australia. enter India. Later, in 2000, he took Leo Boo Suk Suh will take the position of COO of the group’s over from Tainwala as president, Indian operation and later as GM for Samsonite Asia and Middle East. RAMESH TAINWALA the group’s Middle Eastern operation In his earlier role, Tainwala was since January, 2007. executive director and president, Asia Pacific He started his career in 1981 with a plastic and Middle East, Samsonite International SA trading company. After a stint of five years, he since February 10, 2011. His mandate was to started his own venture and became a vendor to NEERAJ SANAN NEERAJ ATTRI manage and develop the group’s business in Asia Asian Paints and VIP Industries. „

38 afaqs! Reporter, April 1-15, 2014