App stores are already full of 18 goodies that consumers want to download. In such a competitive environment, do consumer brand apps stand a chance?

EDITORIAL

This fortnight... Volume 3, Issue 2

very now and then technology creates the promise of magic and marketers fall for EDITOR Eit. Mobile apps are the latest in that line. Brand custodians think that they are not Sreekant Khandekar ‘with it’ unless they have an app out there – but to what purpose? PUBLISHER Prasanna Singh If a large brand puts out a mobile app as a matter of hygiene, that is fine. The thing DEPUTY EDITOR is, managers have high expectations of innumerable downloads. Believe me, that’s not Ashwini Gangal going to happen. SENIOR LAYOUT ARTIST Downloads in the lakhs or millions that marketers dream of are saved for only Vinay Dominic three kinds of apps: games, utilities (including some service brands such as ecommerce PRODUCTION EXECUTIVE Andrias Kisku or food retail) and news or information apps. Unless a brand can create some form ADVERTISING ENQUIRIES of credible entertainment, the app has little hope. A consumer has so many other Naveen Arora, (0120) 4077803, 4077866 interesting options. Noida Arunima Bhattacharya, (022) 40429702-5 App stores are already full of Marketers do both - underestimate the cost of creating an app and overestimate the 18 goodies that consumers want to download. In such a competitive environment, do consumer brand benefit to be derived. The brand team looks at the cost of creating an app and assumes apps stand a chance? [email protected] that that is where the spending will end. Not true. Within weeks of launch there is MARKETING OFFICE the shocking realisation that with millions of apps already available, nobody is keen B-3, First Floor, Sector-4, Noida-201301. on this latest addition. Tel: (0120) 4077800. To justify the expense of creating the app, advertising becomes necessary: it would typically cost Rs MUMBAI 501-502, Makani Center, 5th Floor, 50-100 to get one download. That’s not cheap: getting just 50,000 people to download the app would cost Off Linking Road, Bandra (W), Rs 25-50 lakh. Mumbai - 400050 Tel: +91-22-40429 709 - 712 It still doesn’t mean that the battle for consumer interest is over. There is enough evidence to show that BENGALURU while smartphone users download many apps, they use only a handful. The rest lie unused only to be deleted S-1, New Bridge Corporate Centre, 777 D, 100 ft Road, Indira Nagar, at some point. That is the most likely future of the brand app that has been created with such hope. Bengaluru - 560038, The issue really is the marketer’s exaggerated sense of the brand’s importance in a consumer’s life. A SUBSCRIPTION ENQUIRIES Akhilesh Singh, (0120) 4077837 senior digital agency executive says that it is difficult to talk a marketers out of launching a mobile app once [email protected] they set their mind on it. Owned by Banyan Netfaqs Pvt Ltd and A far less expensive is option is to use a combination of social media together with a clean website with Printed and published by Prasanna Singh, a responsive design that is easy to access on a smartphone. Admittedly, though, that is less glamorous than at 7-A/13, Ch. Ratan Singh Complex, launching a mobile app. Jawala Heri Market, Paschim Vihar, New -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 28 30 PLUS

HOMESHOP 18 Cat Stories 8 JHALAK DIKHLA JAA Breaking Limits 10 DOWNING STREET This year the show Safety Belt 10 spills over from the stage to outdoors. HAVELLS Respect for Women 12 DEFINING MOMENTS 20 6 Nabendu Bhattacharya FIFA WORLD CUP Milestone Brandcom’s Marketers’ Ball Begins 24 workaholic founder. HIGH SIERRA POINTS OF VIEW 22 A New Monday 26 Ads and Women RAKUL PREET SINGH VODAFONE M-PESA Is advertising provoking Meet the ‘Airtel Girl’ Cash in Hand BIG B/SONY crimes against women? Why this 24-year-old has Vodafone launches a Reactions. been trending online of late. nationwide ad campaign. A New Journey 32

afaqs! Reporter, June 16-30, 2014 5 $'9(57,6,1* VODAFONE M-PESA Cash in Hand Vodafone has launched a nationwide ad campaign for its mobile payment service, M-Pesa. Will it gain popularity? By Satrajit Sen

ith the increasing adoption of technology money yourself. It explores various relationships by banks as well as its customers, where transfer of money takes place to highlight Welectronic payment modes have gained that M-Pesa is as quick, safe and convenient.” ground. Besides credit cards and debit cards, mobile payment products have also gained ground DEEP WALLETS... as an alternative mode of cash transfer. odafone claims that the service now covers The campaign for M-Pesa, which Vodafone V1.1 million customers. Using their M-Pesa M-Pesa works on any mobile handset and one India operates through its wholly owned subsidiary account, customers can deposit and withdraw cash does not need GPRS or a data plan. The user needs Mobile Commerce Solutions (MCSL), sells the from designated outlets, transfer money to any to register for this service by paying `200 and there proposition: Apne haathon dene jaisa. mobile phone, remit money to any bank account, are charges for each M-Pesa transaction. Sixty five make recharge to mobile phones, clear utility bills per cent of M-Pesa’s 1.1 million customers belong MONEY ORDER and for DTH service subscription. to rural areas. The service is used in government odafone completed the rollout (in all the 22 Vcircles it operates in) of the service in March, 2014, exactly a year after M-Pesa was launched in association with ICICI Bank. Only Vodafone subscribers - they don’t have to be ICICI Bank account holders - can access M-Pesa service. It claims to empower the unbanked and under- banked sections of the population gain access to financial services via the mobile phone. Pesa is Swahili for money and it, coincidentally, sounds like Paisa. Vodafone launched this service in 2007 in Kenya where it became wildly popular with migrants working in big towns wanting to transfer money back to their villages easily. According to Rajiv Rao, national creative director, Ogilvy India, the brief was to position Vodafone M-Pesa as a fast, safe and easy way of schemes like Mahatma Gandhi National Rural transferring money. “The consumer for M-Pesa The consumer Employment Guarantee Act (MG-NREGA), works away from home in big cites and sends for M-Pesa works National Rural Health Management (NRHM). money to remote places across the country. away from home Other patrons for the service are TABCab service Sending money in the conventional way can be a BJP and AAP. painstakingly slow process or even unreliable. We in big cities and took this insight and showed them a new way of transfers money to WALLET SHARES doing the same,” he says. remote places. ompetition for Vodafone comes - or will An official Vodafone note says, “We summarised Ccome - from players such as Airtel, Tata the product benefits of M-Pesa under one RAJIV RAO

campaign idea. It’s as good as handing over the FOTOCROP FRQWLQXHGRQSDJH>>

16-month-old son Milan, who has The soundtrack of this film has VIRAL NOW made a cameo appearance and is been used by Activia in its TVC. seen kicking a soccer ball towards Shakira is also famous for her an elephant. Brazilian musician Waka Waka track, released for the One Love Wins All Carlinhos Brown brings the Samba 2010 Football World Cup in Africa. feel to the song. Shot in Barcelona, the TVC for The video featuring Shakira is for Activia (a yogurt With this song, Shakira joins Activia features Shakira in a ‘fantasy forces with Activia (a yogurt brand forest’ where she is showered with brand by Danone) to support the World Food by Danone) to support the World swirls of gold stardust and is seen Programme (WFP). By Devesh Gupta Food Programme (WFP) in its fight dancing to express how good she against child malnutrition. Shakira feels inside. head of the upcoming World the 2014 FIFA World Cup. and Activia will also be donating Developed by Vinizius Young Cup, Shakira, world-famous The video stars some renowned funds to support the program. & Rubicam Barcelona, the TVC AColombian pop star, has football stars such as Lionel Messi, forms a central piece within launched her latest music album Neymar, Cesc Fàbregas, Sergio Activia’s first ever integrated global ‘Dare (La La La)’, which has received Agüero, Radamel Falcao, James communication campaign. over 95 million views on YouTube, Rodríguez, Eric Abidal, and (Viral Now is a section about videos so far. Gerard Piqué (Shakira’s real life that are catching people’s fancy on social The song is a part of One Love, love interest). media). „ One Rhythm, the official album for It also features the couple’s [email protected]

6 afaqs! Reporter, June 16-30, 2014

$'9(57,6,1* HOMESHOP18 Cat Stories In its first ever full-fledged TV campaign, HomeShop18 showcases two animated cats as protagonists who urge consumers to shop on its platforms. By Saumya Tewari

rands usually take celebrities as ambassadors mass and scale. The campaign, along with other BUSY TIMES AHEAD but Homeshop18 decided to take cats as strategic investments in delivery mechanisms, n terms of traction and sales, television Bits custodians. The idea is refreshing in a logistics, supply chain and IT, is a step towards Icontributes the most followed by web and rather cluttered brand communication space of the achieving business targets. mobile. Along with TV, the two-month campaign e-commerce companies. is being promoted on print, radio and social media. Executed by Creativeland Asia, the first BEHIND THE SCREEN HomeShop18 has also leveraged Whatsapp to 45-seconder features Billy, the father cat t is interesting to note how e-commerce players further the reach of the campaign. The company and Sunny, the son cat, sitting across a table Ihave launched television campaigns to expand has also created a microsite for engagement with its customers as well as the latest on Billy and Sunny. In print, it has targeted women’s magazines, and some vernacular dailies that will be more sales focused. For the record, Homeshop18 will be listed on the New York Stock Exchange, after the company has filed an initial public offering of $75 million. Homeshop18 posted total revenues of `225.4 crore in 2012-13. It will be the fourth Indian Internet firm to list in the US, after Rediff, Sify and MakeMyTrip.

TOO MUCH TO SAY here are those who believe that the THomeShop18 campaigns have too much information that may bore the viewers. Manish Bhatt, founder-director, Scarecrow Asia calls them “infomercials” that pack in too much information in a single ad. He believes that this will irritate the viewers. “The humour element also looks forced instead of being inherently funny. While the

representing Homeshop18. The other films in the series talk about ‘Fashion’, ‘Amazing Offers’ and ‘Home Care & Kitchen Solutions’. “Remote shopping “For us, the HomeShop 18 is a horizontal online commerce is at the cusp campaign has to player and ccording to Vikrant Khanna, chief marketing officer, HomeShop18, mobiles, lifestyle of becoming be something products (including apparel, jewellery and health mainstream in which cuts across & beauty) and the home portfolio (kitchen, home India.” all barriers of age.” furnishings) are its star performers. SAJAN RAJ KURUP VIKRANT KHANNA DROP AND SHOP ighlighting the fact that shopping has SUSHIL KUMAR Hgone beyond mere necessity to become a their consumer base. Recently, we covered Flipkart animation looks real, it does nothing in terms of stress-buster activity, Sajan Raj Kurup, founder going bullish on Fashion, Myntra launching its striking a emotional connect with the audiences,” and creative chairman, Creativeland Asia, says, TVC showcasing the ease of shopping on its he says. “Remote shopping is at the cusp of becoming platform. For Manish Porwal, managing director, mainstream in India. Since this category deals Unlike other e-commerce platforms, Alchemist Marketing & Talent Solutions the with a lot of information decimation, we had to HomeShop18 claims to have a much diverse umbrella campaign reflects the typical reaction of find engaging characters to deliver it. Cat videos audience, which makes constructing the brand a leader when the domain gets filled with new and are most watched and highly viral on the internet. communication even more ‘challenging’. “We more successful entrants. So we decided to go with two cats, a father and have a fairly large television shopping business Porwal suggests that the brand could have son duo that represent different generations of where the audiences are mostly females - usually taken ‘Home Shop 18 are the ‘cats’ of the shoppers.” housewives who are slightly older in contrast to business’ idea and supported it with figures. The campaign has been designed and filmed in a standard e-commerce consumer. Most of our He says that the reasonably good and clutter- Photo-real Animation technique with the finishing audiences live in Tier II and Tier III cities. For breaking idea went into a coma due to the touches given by UPP in Prague, a company which us, the campaign has to be something which cuts average execution with too many things to say at has provided animation to popular Hollywood across all barriers of age, cities and demographics,” the same time. movies like Wolverine and SALT. Khanna reasons. The one thing that could have been done, Speaking to afaqs! on why the company chose While HomeShop18’s online consumers are according to Bhatt, was that the articulation around to launch its first full-fledged TV campaign six largely young males living in metros, the mobile the core brand message should have been sharper years after it was set up, Khanna says that it consumers (both web and app) are first-time and interesting. „ is aiming to achieve a certain level of critical buyers. [email protected]

8 afaqs! Reporter, June 16-30, 2014

$'9(57,6,1* 10 DOWNING STREET VIRAL NOW Safety Belt A Twist in the As a part of its anniversary celebrations, a Chennai pub decided to Tale help its drunk patrons reach home safely. By Satrajit Sen Coke helped students to break the ice on their first day of light above came on, illuminating the picture and the message, and college. By Saumya Tewari got them to ask for a driver. As a part of the anniversary, 10 veryone goes through that awkward first Downing Street had organised day of college when even asking for drivers who would drive their Edirection to one’s class seems like a task. patrons safely back home at no Coca-Cola, a popular brand among youth, did a cost. clever product designing trick and created a soda As a result of the activation, bottle with a unique cap. out of 180 patrons, 93 opted Coca-Cola, along with its advertising agency for drivers. Patrons across 10 Leo Burnett, created a more social kind of the Downing Street’s eight branches Coke bottle in Colombia. The special soda bot- have been a part of the activation tle caps were designed in pairs, which would and received the message, and only open when they interlocked. In order to opted for drivers. help students “break the ice,” the brand kept Speaking about the campaign, Nagesh Reddy, proprietor, 10 Downing Street, says, “As a pub, we have always encouraged responsible drinking among our patrons. The activity done t is not every day that one is by Dentsu just reinforces this reminded about the perils of interest we show to our patrons.” Idrunken driving as he gets into Rathish P Subramaniam, senior his car after a shot or two at the creative director, Dentsu India, bar. A noble thought it is, and was says, “Driving after drinking is an brought to life by 10 Downing irrational and impulsive decision. Street, a popular pub in Chennai, To address this issue, a public along with the Chennai Traffic service message wasn’t good Police as a part of its anniversary enough. There is nothing more celebrations. hard-hitting than reminding a cooler full of these bottles at a Colombian Even though the government a person how disastrous an University. When students came and grabbed a has spent millions of rupees on accident would be not just for bottle, it didn’t open. Curious, they realised that public service announcements them, but for their family too. We the bottles would only open when they found warning the public against got 10 Downing Street’s patrons the right pair of the cap. In the process, awk- drinking and driving, 57,962 Reddy: Responsible Drinking to realise this by making a public ward silences were broken and students who motorists were booked for this grabbed cokes formed friendships with a single offence in 2013. 10 Downing Street wanted to torque. The activation took its brand value a change this statistic and its anniversary provided Out of 180 patrons, 93 notch higher. the perfect opportunity. opted for drivers to be The campaign, aptly titled The Friendly Twist, Conceptualised by Dentsu India, the pub was posted on YouTube and has garnered 6.8 carried out an activation in Chennai where to driven home safe. million views. get invited to the 10 Downing Street anniversary The Coca-Cola Company, incorporated on celebrations, a page 3 event, patrons were asked service message a bit more personal.” September 5, 1919, is a global beverage com- to ‘like’ the pub’s Facebook page. By doing so, Last year, spirits company Bacardi endorsed pany. It owns or licenses and markets more the patrons gave access to their profiles, and most the message of responsible drinking with Walk the than 500 non-alcoholic beverage brands, pri- importantly, their photo albums on Facebook. Line, an on-ground activation at Club Lemp in marily sparkling beverages but also a variety of The pub chose pictures of them with their Gurgaon where, after a night of partying, people still beverages, such as waters, enhanced waters, friends and/or family having a great time, slapped were made to walk on a straight yellow line by juices and juice drinks, ready-to-drink teas and its message onto these pictures, and printed them placing one foot in front of the other until they coffees, and energy and sports drinks. It owns on a transparent sheet. A special ink was used, that reached the other side. If and when the person and markets a range of non-alcoholic sparkling would only show in UV reached the end of the strip, a set of lasers further beverage brands, which includes Coca-Cola, light. confirmed if he or she was sober enough to drive. Diet Coke, Fanta and Sprite. The company’s After a night of The lasers, placed on either side of the strip, segments include Eurasia and Africa, Europe, partying, when guests detected deviations from the strip, triggering an Latin America, North America, Pacific, Bottling were ready to leave, alarm if the patron failed the test: the person was Investments and Corporate. It competes with the agency stuck provided chauffeur-driven cabs for the ride back PepsiCo, Inc., Nestle, Dr Pepper Snapple these printouts on the home. Group, Inc., Groupe Danone, Kraft Foods Inc. windshields of their The Bacardi activation was conceptualised and Unilever. cars. The moment they by Webchutney, which is now a part of Dentsu (Viral Now is a section about videos that are catch- got in and turned the India. „ ing people’s fancy on social media). „ key, the concealed UV [email protected] [email protected]

10 afaqs! Reporter, June 16-30, 2014

$'9(57,6,1* HAVELLS Respect For Women Havells has created an online digital video, a bricolage song themed on Respect for Women for its internet audience. By Satrajit Sen

aking its Respect for Women message online, Havells has launched a video of a bricolage T(French for ‘tinkering’) song featuring Vasudha Sharma from the pop band Aasma, and percussionist Sarthak Mudgal. In its campaign, Havells had categorically positioned its range of domestic appliances as gender-neutral products. Created by Culture Machine, a firm that offers digital video entertainment for the internet generation, the song was created as something spectacular in order to suit the online audience. The song is similar to a jug band, wherein music is created with the help of everyday utensils used

of the classic hit and mixed it uniquely with the and makes her own music live and sings her beats from the appliances, courtesy Havells. compositions over it. Also, having been a band “We aim to Speaking about the objective of the campaign, member of the famous Indian pop band ‘Aasma’, Siddharth Narula, president, revenue, Culture she has a great fan following and would surely change attitude Machine says that the campaign aims to change connect with the music video and its concept. towards women the viewers’ attitude towards the women in their Vasudha was extremely excited when the idea was in their daily lives lives and register the thought of Respect for Women. pitched to her and decided to shoot for it right Since the brief from the client was to be away,” states Narula. through this.” innovative and stay closer to ‘Respect for Women’ Considering the humorous and thought SIDDHARTH NARULA theme, Culture machine chose Vasudha Sharma provoking TVCs that Havells is famously known as she is a singer-songwriter, originally from for, the digital promotions also needed an extensive New Delhi and her music is a nice blend of online reach. The target audience here were young Indian classical and folk music with western women and men. in the kitchen. The idea was to spread awareness contemporary music. The idea, states Narula, was to connect to the that a woman’s place is not in the kitchen alone, “She loves experimenting with different stuff, Indian youth via various social media platforms but wherever she wants to be and she could do is trained in Indian classical and has been doing and news sites like Scoopwhoop, Indiatimes and whatever she wishes to. Live Looping combining both Indian and western others. With more than 25,000 views in less than The video features the popular AR Rahman influences. She represents the target group 24 hours of upload, the video has already been well track, Humma Humma from the movie Bombay. perfectly. This makes her a one woman band received digitally. „ Vasudha and Mudgal have created a unique blend where she does a bit of beatboxing, few harmonies [email protected]

<< FRQWLQXHGIURPSDJH this particular TVC from Vodafone is confusing and people would not Cash in Hand... get a clear idea of the concept. “The visual for a common man DOCOMO and Idea Cellular. is quite misleading since both the Earlier this year, Airtel rolled out people are shown talking on the an integrated campaign promoting same road and money is handed its mobile wallet service, Airtel over physically. Actually, the TVC Money (in association with ICICI (credit/debit card transactions, net might give people a feeling that this Bank). Tata DOCOMO has a banking and those using mobile M-Pesa was rolled service is only to be used during licence through its wholly owned wallet) in India is expected to grow out across India in emergency,” he states. subsidiary, MMP Mobi Wallet by 40 per cent to reach `1.2 lakh “The elderly, can be convinced Payment Systems, and has partnered crore by the end of 2014. March, 2014. by showing the application as a new with ICICI Bank for mRupee money form of money order. It is a good transfer and payment services. Idea EASY? to reap maximum results. Now, that platform for parents and professionals Cellular received a five-year prepaid ith competition looming and it has a start, will the ad campaign to transfer money quickly. The mobile wallet license six months ago. Wso much room for growth help Vodafone attain an upper hand? numbers will take time to grow and The Internet and Mobile for everyone, it becomes imperative Vishwajeet Sukhija, director, one has to show patience,” explains Association of India (IAMAI) predicts for Vodafone to get its product innovations and marketing, Mobilox, Sukhija. „ that the digital payments industry positioning and branding right so as a mobile marketing agency, feels that [email protected]

12 afaqs! Reporter, June 16-30, 2014

35(6(176 &$03$,*175$,/ New campaigns across television, print, out-of-home and digital media. TELEVISION

IBALL LIBERTY COOLERS LINEN CLUB The ‘iBall Slide - Enjoy the ride’ TVC showcases the device Coolers is a shoe range for men to keep the scorching heat The idea revolves around personifying the brand based as a perfect combination of stylish features and terrific at bay and make his feet look uber-cool in bright summer on the concept of going beyond and seeking more. The performance, ensuring work on the go. The ad effectively hues. The tagline - ‘Breeze through every day’ and the film campaign establishes the positioning ‘Live the linen life’ emphasises the need for a tablet that is abreast with time. chronicles the journey of this young man as he breezes which is to live a life that constantly strives to seek the It facilitates to connect with today’s ‘on the move’ youth. through his day in absolute style with a different pair of best. Coolers for every occasion.

Creative Agency: Palasa Creative Creative Agency: D&H Blurb Communication Creative Agency: DDB Mudra Kolkata Production House: Passion Films Production House: Maison Talent Production House: Kailash Picture Company PRINT ARVIND ARISE INDIA Garment manufacturer Arise India has Arvind Limited has launched a print launched a campaign campaign to promote its to promote its new LED TV. The campaign range of summer which has clothing collection actor Irrfan Khan says including a special ‘TV hai Phone Nahin, range of cotton, linen, Kaan pe mat laga lena.’, white and denim The print ad has been clothing that have AMUL released in all the major unique anti-microbial The cooperative dairy brand has released a print ad on newspapers of the properties to reduce the recent communal clash in Pune that claimed the life country. the impact of summer of a techie. The advertisement attempts at spreading the heat. message of living in peace and harmony.

C CCreative Agency: DDB MudraMax Creative Agency: Dachuna Creative Agency: Madness India Communications OOH DIGITAL TEMPO BLACKBERRY Sweden-based SCA’s The mobile handset hygiene brand, Tempo brand has recently has launched an launched an in-store outdoor campaign campaign across eight titled Tempo Smart cities of the country to Foodie in Mumbai in promote its Blackberry association with the devices. The campaign Mumbai Dabbawalas. titled as ‘Be on The Dabbawalas Blackberry because I placed a pack of am’ is run across 350 EBAI Tempo pocket hanky retails stores. Eye Bank Association of India (EBAI) makes an endearing tissues and a 15 ml appeal for the blind, via a story told through loyal dog’s bottle of hand sanitizer eyes. The film revolves around a dog’s heart-rending in a Smart Foodie bag love-hate relationship with his old master, Feroze. With with 20,000 dabbas on the film, EBAI tries to spread the impact on hundreds of the first day of the campaign. people who pledged online to donate their eyes.

Agency: psLIVE Agency: In-house Creative Agency: Scarecrow Communications

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

14 afaqs! Reporter, June 16-30, 2014

$'9(57,6,1* O&M/AMES 2014 Adding to the Tally The Indian arm of O&M bagged 17 metals in different categories; its Roti campaign for Lifebuoy at Mahakumbh Mela won seven metals. News Bureau

t the recently concluded Asian Marketing Piyush Pandey, executive chairman and creative Effectiveness and Strategy Awards 2014, director, Ogilvy South Asia, says, “I am truly AOgilvy & Mather Mumbai was awarded delighted at this wonderful performance. It is Asia Pacific’s Most Effective Agency of the Year all due to opportunities given by clients and the and Media Strategy Agency of the Year. Indian fantastic delivery of our battery of young men and agencies together took away 23 metals. women. We value effectiveness which is achieved O&M India won 17 metals; the star among through high levels of creativity. Cheers to Ogilvy Ogilvy’s campaigns was Lifebuoy Roti Reminder, Mumbai and Geometry Global (the activation arm which bagged 7 metals. The other Indian agencies of Ogilvy).” to win metals were Publicis India (1), PHD (1) Abhijit Avasthi, national creative director, Ogilvy India, says, “This win reinforces our belief in the power of creativity and the Ogilvy way of doing things. Our clients are our biggest supporters, so a big thank you to them.” Other campaigns that got Ogilvy laurels included Vodafone Internet is Fun (silver metal); Vodafone’s Message Barter (bronze metal); Cadbury’s Race (silver metal); Fevicol Bonded to 1 Billion Hearts (bronze metal); Cadbury’s Taiyari Jeet Ki (bronze metal). Lowe Lintas also won four metals including one each of platinum, gold, silver and bronze. The agency’s two campaigns, Help a child reach five and and Lowe Lintas (4). 100 per cent natural seeded for Unilever won these The Roti campaign bagged three golds, three awards in different categories. PHD and Publicis bronzes and one platinum across different India walked away with one metal each for their categories. It won three metals in the Effectiveness campaigns for HUL and Citibank. category and four metals in the Media Strategy AMES is a collaboration between Lions Festivals category. and Haymarket. The awards honour clients and The other hit from Ogilvy’s stable was How their agencies for marketing strategies that deliver Google Search brought hope to 1.4 billion people solid results to transform businesses and brands. campaign that took away three metals including The annual awards are judged by a panel of top one silver and two bronze metals in Effectiveness, client and agency professionals who review the Digital and Media Strategy category. submissions against stringent criteria to determine

Vodafone Ear Muffs campaign also won two FOTOCROP FOTOCROP the winners. „ metals including one silver and one gold. Pandey (L) and Avasthi (R) : Delighted [email protected]

Asia-Pacific and head of revenue, success stories in US cable and we DISCOVERY NETWORKS ASIA-PACIFIC pan-regional ad sales and Southeast are thrilled to present the impactful Asia, comments, “The launch of and entertaining investigative three new channels demonstrates programming to viewers in India.” Three in a Row Discovery’s commitment to Discussing the growth potential entertain Indian viewers and offer of high definition in India, Johri Discovery network launches three new channels high-quality and differentiated states, “The launch of the two new in India. News Bureau programming. ID is one of the great high definition channels TLC HD World and Animal Planet HD World has further extended Discovery’s iscovery Networks Asia- leadership in the HD genre. Both Pacific has announced the new networks, along with Dthe launch of three new existing Discovery HD World, will channels in India, which includes enrich television viewing experience a entertainment channel ID Indian viewers. and satisfy the emerging demands of - Investigation Discovery and other Discovery Network’s portfolio audience, advertisers and affiliates.” two HD channels TLC HD World of 11 differentiated channels reflects Discovery’s existing portfolio and Animal Planet HD World. India’s potential and resonate the in India includes eight channels: ID is a new refreshing concept core promise of digitisation in India. Discovery Channel, Animal Planet, while TLC HD World targets the Speaking about the expansion, Discovery Tamil, TLC, Discovery premium audience and Animal Rahul Johri, executive vice- Kids, Discovery Science, Discovery Planet HD World will broadcast president and general manager, Turbo and Discovery HD World. „ premiere content, scheduled as per South Asia, Discovery Networks Johri: Triple Entertainment [email protected]

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Visit Call us at Write to plus.greetzap.com 9560037738 [email protected] have worked. Some of them are downloads. The Calcutta University Meru (4.2 ratings), Flipkart (4.3 app saw 100-500 downloads. ratings), SnapDeal (4.2 ratings) and Considering the cost of developing Zomato (4.3 ratings). Besides, there apps, these experiments are wasteful are several well-designed popular expenditure. An app sets the client apps like Cleartrip (4.2 ratings), back by `1-10 lakh depending on the Paytm (4.3 ratings) and NDTV (4.1 complexities involved. ratings). When an app crosses the It is not just the low downloads 4-point rating on an app store, it is that brands need to worry about. considered to be a success. They often face flak by way of Ratings are given by users who reviews. Domino’s Pizza India’s app have downloaded and used the app. for mobile orders, for instance, has All the really successful apps have seen 500,000-1,000,000 downloads high user review scores or ratings. but it also has a deluge of negative The converse is not true - not all comments on it. highly rated apps are successful. Apollo Hospital’s 24x7 APP TO THE MARK? Emergency App (4.2 ratings) is a elevance, and an awesome user small success - 10,000-50,000 people Rexperience, is what many experts have downloaded it. Similarly, PVR term as the key to success of a mobile Cinemas (4.1 ratings) has done a app. “Brands should create an app good job in movie ticketing. All these considering how their customers are utility apps and they solve a are likely to interact with them on specific pain point of the consumer. mobile, rather than just replicating There are hardly any successful, their web presence,” advises Alok non-utility consumer brand names Jain, chief marketing officer, Zomato, that one can reel off. whose app has been downloaded The numbers referred to in this between one and five million times. story are from Google Play Store The big challenge for any app because 90 per cent of smartphones maker is uncertainty: “how will the used in India run on Android. consumer find my app?” Secondly, Considering the dismal how is he or she going to benefit performance of brand apps (see table from it? “I don’t think it is necessary for a random sample of downloaded to have an app unless it helps solve a brand apps vis a vis utility apps), problem or can engage a user with a some apps beg the question: why are game around your business,” opines they there in the first place? Take Sumeet Basak, co-founder, FITH the Vivanta app from the Taj Group Media, an app publisher. of Hotels, which offers information “Brands must ask what role the about its range of hotels - 500- app can play in the overall strategy - 1,000 people (Google Play does not create leads, sell or build engagement give exact download figures) have with the brand proposition. It pays downloaded it. Even the Unilever to have a mobile app aligned to Careers app that provides graduate the overall brand strategy than one students and job seekers with the created for a tactical campaign,” necessary info that they will need, to opines Lakshmipathy Bhat, director, start their career has seen only 1,000- CodeConclave, a mobile marketer. TIFFIN BOX 5,000 downloads so far. For Bhat, the three big ‘moments’ Colgate Oral Care Center, an where consumers interact with Does every brand actually need to have an app? app platform where one can locate cellphones are: ‘bored now’, ‘urgent By Satrajit Sen the nearest dentist received 100-500 now’ and ‘repetitive now’. The ‘bored

igh up on every brand UTILITY APPS OUTSTRIP BRAND APPS marketer’s wish list of bells and whistles is an BRAND APPS DOWNLOADS UTILITY APPS DOWNLOADS app. “Let’s have an app,” Amul Explorer 100-500 Delhi Metro Rail 1,00,000-5,00,000 His the refrain. But it is a rather vague DLF CyberHub 100-500 Indian Law in Hindi 1,00,000-5,00,000 ‘let’s do something in the mobile Havells 100-500 Meru Cabs 1,00,000-5,00,000 space’ kind of thought. Why they Colgate Oral Care Center 500-1000 Cleartrip 5,00,000-10,00,000 need it, comes later. Does every Detail Magazine by Bata 500-1000 Adidas miCoach App 10,00,000-50,00,000 brand actually need to have an app? Cadbury Dairy Milk World 1,000-5,000 BookMyShow 10,00,000-50,00,000 MOBILE MENTALITY Mahindra With You Hamesha 1,000-5,000 ICICI Mobile Banking 10,00,000-50,00,000 or marketers, the mobile app is Maruti Suzuki My Way 1,000-5,000 Moneycontrol Markets 10,00,000-50,00,000 Fbecoming what the website was Axe Effect 5,000-10,000 My Airtel 10,00,000-50,00,000 10 years ago. According to the 2013 Aam Aadmi Party 10,000-50,000 Sony LIV 10,00,000-50,00,000 BrandZ Top 100 Most Valuable Global Apollo Emergency App 10,000-50,000 Tata Sky Mobile 10,00,000-50,00,000 Brands, 89 of them have designed BJP Connect 10,000-50,000 Zomato 10,00,000-50,00,000 and launched an app, some of whom Coke Studio @MTV 10,000-50,000 Flipkart 50,00,000-100,00,000 have more than one app. Pepe Jeans 10,000-50,000 PayTM 50,00,000-100,00,000 However, when it comes to apps Micromax miUnlock 100,000-500,000 Abs workout 100,00,000-500,00,000 from Indian brands, only a handful 1RWH5DQGRPVDPSOHIURP*RRJOH3OD\6WRUH

18 afaqs! Reporter, June 16-30, 2014 APPS AND MORE ANY TAKERS? &29(56725< now’ moment could be a situation after China. Besides, the top 10-15 where she needs to ‘time-pass’ or apps downloaded in India are similar wait for some other event (waiting at to the top 15 downloaded globally. a doctor’s clinic, for instance.) Aakrit Vaish, founder, Haptik ‘Urgent now’ is when the (an app that enables users and consumer needs critical information brand representatives to have right away. Typically, this is time- conversations with each other over critical information like map results, mobile messaging), feels that the addresses, product prices and reviews, main purpose of an app should not news alerts and so on. ‘Repetitive be to promote the brand, but to now’ is a category where byte-sized give a utility which makes the user information is accessed repeatedly download and use it. The brand - sports scores, stock market alerts, should silently promote itself. “You news apps and such. could do the same through a mobile website or a well-designed mobile WHAT IT TAKES social profile,” points out Vaish. n this day of multiple digital The Zomato app was Iplatforms, brands need to be clear conceptualised to provide about what their mobile app will information on restaurants to users do that cannot be done through even when they didn’t have access any of their other digital properties. to laptops and desktops. Whether an Basically, it has to answer three app is downloaded or not also has questions. “Is it a natural fit with a lot to do with the technological the normal mobile usage of the specifications of the phone. Plus, consumer? Does it solve a specific there is the fact that a heavy app need, offering a clear benefit? Does it becomes very expensive to download give a reason to not just download but if there is no wi-fi. to use it again and again?” emphasises That is probably why many Bhat by way of explanation. online brands develop HTML5 sites, So, how does a brand know what which provide users with an online app would work the best and how to experience that is similar to that get that made? In India, the emphasis afforded by an app. This is where is still on the coding part and a related aspects such as ‘responsive premium is yet to be placed on user design’ come into play. Some sites interface and the overall ‘design’ of are built to ‘respond to’ the size of the the app. What should matter to a mobile screen and ‘adjust themselves’ brand is the effectiveness of the app. accordingly. This is a better option “A confectionery brand can think because no downloading is involved. of a game which is linked to the brand’s core proposition; a consumer STANDOUT APP brand based on a health platform robably the only brands that find can provide apps which have a clear Pit easier to promote their apps are health utility,” says Bhat. the media and content companies (TV For Zomato’s Jain it’s a long-term channels and publications) since they investment. “Investing in the right can promote their apps in their own kind of features and functionality on properties. A big part of SonyLIV’s your apps will help brands evolve success came about because of the and grow.” But in order to keep the extensive marketing push done across app alive and push relevant content TV channels and other media. The through updates, brands need to objective of SonyLIV’s marketing, have a content team in place. states Kripalani, has always been to According to Nitesh Kripalani, track where the user is and be there. executive vice-president, new media, On an average, the cost per business development and digital/ acquisition (amount paid to acquire syndication, Sony Entertainment one user) per app is `100-120 for Network, content is a loosely- iOS apps and `30-50 for Android. used term - it can be a piece of Now, after having spent a few lakh infographic, an added image or a new on launching an app, marketers video. Sony operates its video-on- are apt to discover that nobody is demand channel, SonyLIV.com, and downloading it. To get just 10,000 also owns the SonyLIV application, people to download, an app would which offers videos from its Network cost `5-10 lakh depending on the channels on mobile. “Brands should platform. That’s not all. There is invest more in discovering what kind enough research to show that one of content the consumer is expecting in five of downloaded apps are used from them,” says Kripalani. just once. The best way is if the app goes THE POPULARITY STAKES viral. Evernote, a hugely popular app, pp downloads in India are that is a reminder service and ‘acts Aestimated to account for less an external brain to its users’, says than 5 per cent of global downloads that the biggest promoters for them despite India being the world’s second-largest mobile user market FRQWLQXHGRQSDJH>>

afaqs! Reporter, June 16-30, 2014 19 &29(56725< RAKUL PREET SINGH << FRQWLQXHGIURPSDJH I Really Need an App... have been the loyal users who have spread Meet ‘The Airtel Girl’ their message far and wide by just word of mouth. “Trust me, that’s the best form of Why this 24-year-old has been trending online ever since an Airtel ad PR you can have for your product,” says Troy Malone, general manager, Asia-Pacific, featuring her hit TV screens. By Saumya Tewari and Prachi Srivastava Evernote. Few brands are that lucky. Nothing beats a great app design, feels adbury’s Kya Swaad Hai Zindagi Mein gave Bhat. “Howard Gossage (the advertising us the ‘Cadbury girl’. Liril, with a little help pioneer) said in the ‘50s: ‘People don’t Cfrom waterfalls and green bikinis, gave us read ads. People read what interests them. the ‘Liril girl’. More recently, well before the hit Sometimes, it is an ad’. Marketers need to ‘Babuji’ gave us Yana Gupta, a scene extrapolate that in the context of apps,” he of her tossing popcorn into her mouth at a crowded adds. Building a product that addresses a stadium, in an ad, had everyone talking about ‘that problem wins half the battle. When people Lakme girl’. We’re going to add the newfound check out your product and see value in ‘Airtel girl’ to the list - her name is Rakul Preet it, they share it in their social circles. If Singh and she’s a budding actress. an app can get to that level of quality and For over a month on afaqs!, an article on experience, the marketing takes care of itself. a recently released Airtel ad - quite a simple, How does one measure success? The key unremarkable ad, we must add - has topped the list indicators are downloads, revenue, ranks of ‘Most Read’ stories. But here’s the remarkable chord with young couples,” says Rakul, who is also and reviews. Tools like Google Mobile thing - we’ve noticed that people have been trolling a golf enthusiast. That, and the chance to work App Analytics can be used to measure and the internet for Rakul by googling the words ‘Airtel with director Vinil Mathew. “Vinil is so much fun. optimise user acquisition and engagement. ad girl’... and coming to our article on the ad, in the He makes his actors feel relaxed.” Besides, there are players like App Annie, process. That’s when we decided to speak to the “I never thought the campaign would become so AppFigures and Mopapp which are also actress and trace her career so far. By the way, the popular. I have been receiving a lot of compliments. useful in tracking downloads and revenues. Airtel ad also features of Fukrey fame. The recall factor, I guess, is higher for ‘Airtel ad girl’ than for my character in Yaariyan, my first BOTTOMLINE MISS ‘PEOPLE’S CHOICE’ Hindi film!” she admits with a giggle. he usage of apps in India has surged t 17, Rakul, arrived on the modelling circuit; According to SocialBakers, which provides social Tin tier II and III cities as well. But it Athe year was 2009. With school out of her way media monitoring tools, the actress’ Facebook page is still early days and there’s much to be (Army Public School at Dhaula Kuan, New Delhi), gained over three lakh fans in a month, after the achieved on the problem-solving front. “I she started modelling for brands that needed a release of the ad. In the last six months, her fan think everyone will want to have their own pretty face for their print and TV campaigns. count (on FB) has grown from 6,50,000 to more Rakul recalls, “I started modelling right after than 1.2 million. Most of her fans are from India, school. Three months into it, I got a call for a followed by Pakistan, Bangladesh and Saudi Arabia. Kannada film Gilli, a remake of Selvaraghavan’s 7G On Twitter she has 24,000 followers. Rainbow Colony. I wasn’t aware of the size of the Brands need to be clear South Indian film industry then and did the film UNWITTING SENSATION about what their mobile only to earn a little extra pocket money.” gnello Dias, aka Aggi, co-founder and chief app will do that cannot be After that, Rakul returned to Delhi to pursue Acreative officer, Taproot India (the agency a degree in Mathematics from ’s that has created the Airtel ad), explains the Rakul done through any of their Jesus and Mary College. “Films require serious Factor: “In the case of ads like Liril or Rasna, in other digital properties. commitment so I decided to continue with my which the main character interacts directly with modelling assignments,” she confesses. the audience, one may choose a more charming, In 2011, Rakul participated in the Pantaloons appealing persona. But when you’re telling a story, Femina Miss India pageant. Though she didn’t then the cast must fit the characters. In Rakul’s app, but that doesn’t mean it is the right win the title, she managed to bag five ‘sub- case, she’s portrayed as a strong, well-balanced girl thing to do. What it does mean is increased titles’ including the Miss ‘People’s Choice’ Award, who loves deeply but is not animated or moony- investment in app development, which one based on audience votes. Clearly, she always eyed about it.” He reveals that they got calls from means more jobs, and overall a boost to the had that ‘mass appeal’ film directors in Kerala about her contact details. app-developer economy,” states Vaish. quality... something one It is obvious that more categories just can’t put a finger on. FRESHNESS FACTOR will come into the app fold, apart from For the next two years, ayathri Smitha, casting director and partner at e-commerce, travel, finance and media. Rakul appeared in many GInsaights, a media production company, says, FMCG brands will explore mobile apps to ads for brands like Vicco “When you cast mini-celebs like Rakul or Pulkit reach out and engage with their audience. WSO cream, Carbon for a sweet, simple story, viewers like them. It’s Utility services, including government Fine Jewellery, Eno, more true for girls.” Ram Subramanian, ad film agencies like electricity boards, will move to V-Care Shikakai Paste, director and founder of Handloom Picture Co, a the mobile apps fold. But an app that doesn’t Big Bazaar, LG and production house, says, “A lot of things that have add value won’t stay on a phone for long. Samsung. worked for the Airtel ad: There is a ‘soft space’ In a winner-takes-all market, big brands where a couple is getting married, it’s a vulnerable might push on and attain some success in RECALL FACTOR moment to which people can relate to.” terms of downloads, but for small enterprises, ut the fact that that she’s being ‘searched for’ What can Rakul do to leverage this fame? Rajiv an app which is hardly downloaded, doesn’t Bonline as ‘Airtel girl’ shows that not many Dingra, founder and CEO, WATMedia, a digital make sense. So, before a brand develops an have ‘recognised’ her in the ad. So, how did the media agency, suggests, “She must engage more app, it has to find out if the customer needs Airtel ad come about? “I got a call from Mukesh with her fans and followers, do more interactions it. If the customer doesn’t need it, the brand Chhabra (casting director). I found the script - one-on-one, if possible.” „ doesn’t either. „ cute... something that would strike an emotional [email protected] [email protected]

20 afaqs! Reporter, June 16-30, 2014

32,1762)9,(: Is Advertising Provoking Crimes Against Women? Home Minister RR Patil provoked a storm when he said that the rise in atrocities against women was due to ‘obscene images used in ads’. Is that right, we wanted to know. News Bureau

35,7,1$,5 9$5.+$&+8/$1, $1855$'+$35$6$' 6$1726+3$'+, ',9<$35$7$30(+7$ Co-founder, Clinical Psychologist, Corporate Chairperson and MD, B.A.G. Chief Creative Officer, Former National Planning Curry Nation Trainer, Mental Health Activist Network and TV anchor, News24 Taproot India Director, Publicis Capital FOTOCORP FOTOCORP FOTOCORP THIS STATEMENT MR. PATIL IS IT’S NOT RIGHT I THINK THE ANY CRIME IS ABSOLUTELY JUST VOICING A TO MAKE SUCH STATEMENT IS AGAINST WOMEN RUBBISH AND PHILOSOPHY THAT, A STATEMENT. ABSOLUTELY IS COMPLETELY ARBITRARY. I UNFORTUNATELY, IT REFLECTS RIDICULOUS. THE WRONG AND THINK POLITICIANS INDIAN MEN NOTHING BUT THE GOVERNMENT SHOULD NOT SHOULD JUST END HAVE BEEN FRUSTRATION OF A NEEDS TO HAVE HAPPEN. THE THIS BLAME GAME INDOCTRINATED PERSON FOR NOT ENOUGH EVIDENCE ENTIRE VALUE and start doing some with - that women are being able to control before making a comment system of society has to real work to avert such sexual objects that need to crimes against women. like this. change. The onus of the horrific crimes. I think be used and are meant to I also believe our If one out of 100 crime should not be put it’s time we realised that ‘service’ them. . society needs to evolve. commercials is done in bad on any kind of image, crimes against women And, of course, ads are We cannot blame one taste, that cannot represent movie or song; they do not the trigger. Even if you the entire industry. don’t happen because of person or hold one part not trigger any violence. what they wear or what have a fully clad woman in Moreover, advertising is a of society responsible A woman is free to do time they venture out; an ad, it’s the mindset of small industry as compared for such acts. and wear whatever she it is the psyche of the the people that provokes the to the film industry. If the individual who commits crime. We, unlike animals, Ads go through their minister has an issue with wants to. these crimes that is the have the ability to think - sex own censorship process how women are being It is true that Western problem. is ‘psychosexual’ in nature; and are released only if projected in ads then he society is much more These politicians it is in the mind. So to say they are in line with the must turn his attention liberal and open in shouldn’t find fault with the provocation comes advertising standards towards films as well... they terms of what women the advertising industry. from an external trigger - that have been set. have wider reach. can wear and do. We are an extremely an advertisement - is like The point here is If the government, along We need to create self-regulated fraternity going to the level of ‘animal that the explosion of with industry bodies, devises a society of that kind and are highly sensitive instinct’. the media today is any norms/guidelines for here. In a recent video towards such issues. Yes, in ads across the such that things are the advertising industry, the released in the US, There are competent world, there is a trend reaching every nook and same must be implemented President Obama was wherein women are on other mediums of mass authorities who check corner of the country. quoted saying crime the work we do. To put shown exposing; using her communication as well. Because some illiterate, against women has to it simply, no commer- sexuality to her advantage. The advertising industry uneducated people are stop, and that this is cial, in my memory, has Unfortunately, in the media, has been working on self- explicitly shown a teen- a woman’s sensuality and not ‘evolved’ enough, regulation and has been something that starts age girl being assaulted. her identity have been the media might have an following tight guidelines. with ‘you and me’. correlated. impact on their mindset.

22 afaqs! Reporter, June 16-30, 2014

$'9(57,6,1* FIFA WORLD CUP Marketers’ Ball Begins It is kick-off time in Brazil and afaqs! Reporter looks at the marketing efforts by its official Indian broadcaster, Sony Six and the on-air sponsors it has attracted for the event. By Prachi Srivastava

n observer of the football fever that grips estimate the marketing spends at about $2 million. India during the FIFA World Cup would On print, there are ads that appeared today across Abe astounded to know that the only time 15 leading publications. As for radio promotions, the country qualified for the Cup was back in the channel has reached out to 49 cities in India 1950 (it withdrew from the tournament for non- through Radio Mirchi, BIG FM and Suryan FM sporting reasons). But once the tournament begins, with around 5,000 spots. most Indians become Brazilians, Argentinians or Spaniards with a festive fervour that has to be seen THE “OUT-OF-HOME” PUSH to be believed. It is probably the only time that n the OOH space, the channel has featured cricket takes a back seat in India. Iadvertisements across 10 cities for a total of 15 In order to keep these “crazy football fans” hooked and encourage more viewership, Multi Screen Media, the official broadcast partners of the FIFA World Cup 2014 in the Indian sub-continent, has gone all out to promote the championship. It is set to air the tournament on Sony Six, Sony Six HD and Sony Aath (Bengali feed). Last month, Sony Six had launched a television promo featuring . Conceptualised and created by Havas Worldwide, Abraham is seen encouraging viewers to join in the party to catch the “ultimate footballing extravaganza” in the campaign, titled ‘Live the Magic’. Besides the main TVC, the channel has 3-4 shorter promos that are days. In mall activations, there is a fan zone which An app has also been launched recently to running on various channels. has a FIFA Hair Styling corner and a Fan Face facilitate viewers with the match footages. One Painting zone. Here adults and kids alike have the can follow his favourite team by paying `60 (users FULL HOUSE chance to don the look of famous international can watch their favourite team’s matches live) or rasanna Krishnan, business head of Sony football players by getting personal, stylised hair- follow the Tournament at `120 (users can watch PSix says that - apart from the MSM cuts. At the mall, locals are also invited to a the entire tournament live). There is no charge bouquet - a total of 28 channelsnnels are variety of games like the FIFA Maze. The applicable for a 5-minute delayed telecast of the airing the 2014 FIFA Worldld Cup Maze is an interactive FIFA-based trivia match. marketing campaign for 15 days.ys. “To activity zone where the participants exponentially expand and increasese their have toto answer 16 simple questions PAYING PROPOSITION outreach to maximum audiencess across related to the World Cup to win gift SM has roped in Hero Motocorp as the title demographics, the campaign willwill run hampers.hamper Additionally, the channel tied Msponsor for the event while Xolo Mobile over a gambit of inter and intra networnetworkk up withwith Hard Rock Café across key and Microsoft have come on board as the ‘powered channels across markets includingng South,South, cities in India.In by’ sponsors. Other sponsors include Sony TV and HSM and key football markets.”” Nokia. Outside the network, theree are aroundaround DIGITAL:DIGITA ALTERNATE VIEWING According to Rohit Gupta, president, 2,100, 30-second TV spots rrunningunning on PLATFORM network sales, licensing and telephony, Multi channels like 9XM, Bindaas,, MTVMTV,, SM has launched Livsports. Screen Media, the presenting and powered by Zoom, 9x Jalwa, Aaj Tak, Dilli AajAaj Tak, Min,in a website dedicated to the sponsors have shelled out `16-19 crore while the India TV, Headlines Today, tournament coverage and is associate sponsors got the deal with a `13-15 crore Zee Cinema, & Pictures, Z promoting it extensively. investment. Sony Six and Sony Six HD are being Premier, Z Action, Dabaang, The website has various sold as a package while Sony Aath is being sold UTV Action, Movies Now, videos related to the event and separately. VH1, Discovery, Animal Planet,net, ABP cocontestsntests to engage with the audiences. The spot package for Sony Six is for `4-8 Majha, TV 9 Karnataka, Zee 24 Taas, crore, depending on the number of spots a brand ABP Ananda, Kolkata TV, Zee 24 Ghanta, Raj TV, occupies. The channel is asking for `2-2.75 lakh Sun Music and Jaya TV. for per 10-second spot, otherwise. As mentioned by Krishnan earlier in an interview with afaqs! Reporter probably 95 per TIME FACTOR cent viewers who come to watch FIFA World ost of the matches are played at around Cup are not regular football viewers. Viewership M9.30 pm (IST) or post that. While the buzz for the World Cup has been as high as 15-20 amongst the fans is high, PM Balakrishna, COO, times the viewership for a typical league match or Allied Media believes that advertisers are not any other bigger league. That’s why the channel aggressively involved in the event. is promoting the tournament on all possible “The timings are odd and I believe that it platforms. will mainly be the football fanatics who’ll stick

While Krishnan said it’s difficult to quantify FOTOCORP FOTOCORP the marketing spends, sources in the industry Krishnan (l) and Gupta: kick-off time FRQWLQXHGRQSDJH>>

24 afaqs! Reporter, June 16-30, 2014

',*,7$/

HIGH SIERRA << FRQWLQXHGIURPSDJH ...Marketers’ Ball Begins A New Monday around to watch all the matches. The bigger brands might be associated because of the global alignment with the tournament but the local The digital campaign aims to change perception of youngsters ones will stay away because of the premium and towards Mondays. By Satrajit Sen low RoI,” Balakrishna adds. Giving a different opinion on the advertisers’ response for the event, Pratik Rathod, senior investment director, Maxus Mumbai says that no matter what time its aired, the event will be watched by people. “One needs to understand that people are bored of 200 days of cricket in India and want to hook up to a new sport. People might not watch country leagues but will watch FIFA World Cup and engage/participate in conversations.”

ADVERTISER SPEAK ccording to Jyotsna Makkar, CMO, AMicrosoft India, any event that features the best in the world is followed across the world and it cuts across categories. The Oscars, e all hate Mondays. Don’t include Grammys, Olympics, IPL, and FIFA World Cup adventure lifestyle gear manufacturer are examples. Microsoft has picked up Sony Six WHigh Sierra in that category, though. for the Nokia Lumia 630 launch campaign. “For It has launched a social media campaign us it is an advertising deal that compliments #TakebackMondays engaging young adventure Nokia’s investment in sports category (KKR and seekers. FC Barcelona),” adds Makkar. Both Xolo and The campaign aims at changing the perception Nike have also invested in the on-air property of the youth towards Mondays. The adventure and are huge supporters of football as a sport Monday concept showcases High Sierra’s here in the country. brand identity - active lifestyle, spontaneity and Avinash Pant, marketing director, Nike India, adventure seeking. says, “We, at Nike, are all about inspiration and Targeted at young adventure enthusiasts in innovation and we hugely support football. This the age bracket of 25-35 years, High Sierra’s new campaign emphasises ‘#TakebackMondays’ as its core campaign message. Conceptualised The campaign gives a by Eccentric Engine, the campaign consists of three videos of selected youngsters experiencing chance to experience an adventure activities like scuba diving, white water rafting and skydiving on a Monday. At the end of action-packed Monday. these videos the viewer gets to register on High working professionals, especially after an amazing Sierra’s micro site for a similar adventure party to weekend. We played on this insight, to create an be held this month. adventure opportunity.” All the videos are being promoted across Explaining the idea, Tainwala adds that High High Sierra’s social media channels including Sierra bags represent an attitude that reflects an Twitter and Facebook with the hashtag active outdoor lifestyle and adventure in the most #TakebackMondays. The Scuba Diving video was mundane - daily tasks. “’#TakebackMondays’ gives year, we launched a three-film campaign urging published on YouTube on May 23 and has adventurous youngsters a chance to experience an and inspiring the youth to play football.” The already crossed 2 lakh views. The White Water action-packed Monday with a surprise escapade,” campaign from Nike titled ‘Risk Everything’ has Rafting video has crossed 4 lakh views since it was she adds. three films - ‘Risk Everything’, ‘Winner Stays’ and uploaded on YouTube on May 31. The Bungee Since the time it was launched in 1978, the latest one ‘The Last Game’. Jumping video has garnered the most number of High Sierra has been associated with adventure Sunil Raina, business head, Xolo India, goes views crossing the one million mark since June 7. sports and events across the world. Says Ankit on to call the brand an evangeliser of football Speaking about the campaign, Anushree Mishra, chief, brand strategy, Eccentric Engine in India. “We have observed that many people Tainwala, marketing director, Samsonite, South “The entire campaign is designed to make your in India watch football but don’t play it. That’s Asia, says, “As part of our consumer research, Mondays better and make you realise that it is why we launched ‘Mission million’ campaign the most popular insight that emerged was that never a bad time to pack your bags."„ wherein one million buyers of our smartphone ‘Mondays’ are a real low point for most young [email protected] will get a football. The timing for the campaign was kept around FIFA World Cup 2014 as, for us, this is a strategic partnership.” Xolo has partnered with Liverpool Football Club for it. The FIFA World Cup 2014 is played in two stages. First is the group stage of the tournament that features 32 nations and began from June 12 to June 26. The knockout stage runs from June 28 to July 13. The final will be played on July 13. „ [email protected]

26 afaqs! Reporter, June 16-30, 2014

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NABENDU BHATTACHARYA | FOUNDER AND MD, MILESTONE BRANDCOM deliveries and started hunting for professionals who could manage the field. Mudra, Ogilvy, Portland and Lintas were some of the first to take The Workaholic the initiative. I, along with Adam Whitford, started ike all Bengalis, my family was also passion- Primesite, Mudra’s JV with Vertigo in the OOH ate and keen on art and culture. While my space. I was the national sales manager (1998). Lfather was a vocalist, two of my brothers We had clients like Fiat, Maruti, Tata Safari, were creative directors in advertising agencies. I Samsung. Within a year, Adam left, and so did I. was introduced to advertising in 1993, whilst still a graduate student, when I joined Ulka as a sum- OGILVY EXPERIENCE mer trainee. I realised that I was in an unfussy oining Ogilvy in 1999 was a great decision. but very interesting and dynamic environment. JEvery advertising professional should work I worked there for few months and applied at least once at Ogilvy. If Selvel was an institu- for jobs in different cities. That’s when I got an tion for OOH, Ogilvy was one for advertising. offer from Selvel. A client at Ulka told me that I had joined as a senior consultant and went on it was a big name in out-of-home advertising. to become the president of Ogilvy Action that Being the passionate workaholic that I am, I was contributing 25 per cent to the bottomline requested them for a position outside Kolkata of Ogilvy India. We were controlling 50 per cent because if I stayed back with my family and my of the business there - Hutch/Vodafone, ICICI, then girlfriend (now wife), I would not be able Star, NDTV Imagine, Colors, ICICI Bank, Axis to work 16-17 hours a day. I wanted to work as Bank, ITC and Cadbury. hard as I could to learn faster, to grow faster. The next defining moment of my career was Choosing to move out of Kolkata to work for when I was selected for the Senior Management Selvel was a big defining moment of my life. Development Programme (SMDP) and was flown to places like Bangkok, Maldives, Ho Chi OUT IN THE OPEN Minh City, Chiang Mai and Cambodia. Thirty joined Selvel in New Delhi and loved the first people were selected from across the global I experience with the OOH industry. Coming network and trained to lead an agency or head a to work every day gave me a thrill, every aspect business. I learnt how to manage profit centres, - dealing with clients or various authorities like how to manage work and life balance, be in the the police - was challenging and I thrived on it. CEO’s space to learn situational leadership. But after five years, the job got a little monoto- nous and I was thirsty for more. ANOTHER MILESTONE After Selvel, I had a brief stint with Emirates oving beyond to create another benchmark Neon in Dubai. Though I had joined the agency FOTOCORP Mwithin WPP to consolidate the OOH busi- thinking I’d eventually get to work in the US, ers used to oversee OOH but without much ness in India was a dream but there were hurdles. that did not happen. As I never really took to understanding about the space. Agencies from It was then that I decided to turn entrepreneur Dubai the way I had with Delhi and Mumbai, I the business used to create logical, practical and started Milestone Brandcom with four col- quit to join Mudra in India. leagues from Ogilvy. The agency started with At that time, mainstream agencies were six offices in 2009 and 25 employees. Today, we looking at exploring the OOH space seriously. have 200+ employees and offices/representatives Clients were asking for OOH solutions and big- Today we have created in 42 cities. Within six months we won Colors, gies like Unilever and CitiBank started looking McDonald’s, Binani Cement, Axis Bank, Dish for professionals who could run the business in the largest OOH agency TV, Tanishq and Tata DOCOMO. And today an organised manner. Hence, they pushed their we have created largest OOH agency in India agencies to do their groundwork to maximise in India. with 100+ brands in the kitty. „ their outreach by OOH. Earlier, media manag- As told to Prachi Srivastava

28 afaqs! Reporter, June 16-30, 2014

0(',$ 7 DIGITAL PUSH COLORS ccording to Vivek Srivastava, Adigital head, Colors, the idea of the show this time is to “connect” with the contestants. “We have a fan- tastic cast. We are starting a contest that will go on for four weeks. It will be about people shooting their own moments, performing on songs and giving it to us.” Besides, the channel will release Twitter mirror images, behind-the- scene footages on the social media and conduct chats between the fans and their favourite con- testants. “The entire BreakingBreaking LimitsLimits thrust is on how This season, the dancing and performances will no longer be limited to the stage but will venture outdoors as well. By Prachi Srivastava

fter airing first four seasons on around 102.41 per cent in viewership the Multi Screen Media’s Sony over the previous year. Thereon, the AEntertainment Television, show has risen. In Season 6 it grew Jhalak Dikhhla Jaa (JDJ) started its by 31.82 per cent over the previous dream run on Viacom18’s Colors in season.”(The market considered here December, 2010. And since then, the is HSM, C&S, 15+). show has sustained viewership and Last year JDJ Season 6’s average COLORS also grown in numbers. One of the premium television properties, the much more you can give to the audi- Indian adaptation of ‘Dancing with the ence. And take them from two days Stars’ has launched its seventh season to seven days a week,” Srivastava with a huge promise. adds. Launched on June 7, JDJ is aired every Saturday and Sunday at 9 pm. MONEY MATTERS In its third season on Colors, JDJ’s s per sources in the industry, dancing and performances will ven- Athe production cost of the show ture outdoors as well. Additionally, ranges from `60-70 crore. this season, the audiences will be Cadbury Bournvita has come on introduced to some “unusual” and board as the presenting sponsor of

“unheard of” dance forms like FOTOCORP FOTOCORP the show for the third time in a row. Capoeira, Zouk, Bolero and many Srivastava (l), Singh and Hoon: new glimpses Besides, Colors has roped in Gionee more from all corners of the world. viewership averaged at 5.1 TVM (4.5 Sukhwinder Singh, (of Smartphones as the powered by Talking about the challenges, Raj TVM in Season 5). ) in his sponsor. The associate sponsors are Nayak, CEO, Colors, says every avatar as Palak and S. Sreesanth. Ultratech Cement, Liberty Shoes, year, the challenge for the channel THE ‘CELEB’ FACTOR Ruchi Soya, Johnson & Johnson’s is to give the audiences something osted by and last MARKETING BLITZ Clear & Clear and Luminous Water new. “There will be a lot of new Hseason’s winner , olors is leaving no stones Purifier. things that will be seen this year on JDJ will continue to be judged by Cunturned to promote JDJ7. Talking about the advertisers’ JDJ. There will be global dancing , and While the TV promos are already response, Simran Hoon, national forms which the country has not Remo D’Souza. This time the chan- on-air, the show will also be mar- sales head, Colors, says, “We have seen ever before. And, the content nel has got one more judge on the keted through radio, cinema, digital got huge advertiser response. As will be spiced up. There will be a lot panel, Winner of ‘Dancing With The and ground activations. always we have a mix of old and new of viewer engagement. Also, we have Stars 2014’ Maksim Chmerkovskiy. As a part of the ground activa- clients.” outdone ourselves this time in terms Salman Yusuff Khan and Lauren tions, the channel is going out in the The channel has increased its ad of casting.” Gottleib will take on the role of smaller markets, including LC1 mar- rates by 15-20 per cent over last year. adversaries and join hands to chal- kets. Branded autos/rickshaws with According to industry estimates, PAST PERFORMANCE lenge contestants in an “exciting” speakers will play the signature tune Cadbury could have shelled around hirendra Singh, AVP, BPN, dance combat. To ease tension on of the show. `14-16 crore, while Gionee may have Dsays, “JDJ has all the substance the floor, popular comedian Sudesh Nayak adds, “Colors has been spent about 20 per cent less. of a good reality show. Its popular Lehri has been roped in to provide very good at one thing. For all our According to Shekhar Banerjee, celebrity judges, celebrity contest- the much needed comic relief. shows, we are very focused - we senior vice-president, Madison, ants and their emotions fascinate The contestants are Kritika know that if you drop a penny, it “Jhalak not only continues to con- viewers, thus triggering appointment Kamra, , , should sound like a Rupee coin.” solidate TV viewers on weekends viewing.” , Sophie Choudry, While Nayak refused to divulge any with higher viewership, but has also In its first edition on Colors in Pooja Banerjee, Ashish Sharma, VJ information on the marketing spend, delivered a very good ROI.” „ 2010-11, JDJ saw an increase of Andy, Mohan, Akshat Singh, industry experts peg it at `7-9 crore. [email protected]

30 afaqs! Reporter, June 16-30, 2014 India’s original men’s magazine

celebrating14 years of success

download your digital issue now Available on: iPad, iPhone, iPod touch and Android devices

Subscribe through Magzter, the Digital Web Store, on iTunes and Android Market www.facebook.com/mansworld.ind | www.mansworldindia.com | on ipad at magzter.com 0(',$ BIG B/SONY A New Journey flagship channel that was struggling for suste- was the first fiction show that featured Bollywood nance, and brought “much deserved” stardom stars like Anil Kapoor, Anupam Kher, Shabana back to Bachchan’s life. Azmi and Tisca Chopra. Reportedly, Sony is As per TAM data provided by a subscriber, the also doing a fiction show with Jaya Bachchan, first season of KBC took Star Plus’ share from 2 being produced by Endemol India. Such efforts per cent to 25 per cent (six metros) in the 9 to 10 have further reduced the gap between TV and pm prime-time slot. The show will be launched Bollywood.

Fourteen years after his first TV appearance on KBC, Amitabh Bachchan is set to play a fictional character on TV. afaqs! traces his journey. By Prachi Srivastava

in its eighth season soon. Except the third, all the WHY FICTION NOW? seasons were hosted by Bachchan. elevision as a medium requires a lot of time of According to Siddharth Basu, producer, Big Tactors and therefore, whenever a Bollywood Synergy, Bachchan’s blockbuster punch with KBC star opts for it, it’s a finite series. Bachchan’s deci- exploded a myth. “Instead of shrinking anyone, sion could have something to do with the fact that nding months of silence on what Bachchan’s the small screen has expanded, and added depth he now does fewer movies. Kapoor says, “The television fiction debut will be about, Multi and connect to a star’s reach beyond the larger than younger stars will avoid doing television fiction, EScreen Media unveiled its first look on May life appeal of cinema. But, of course, without that as they are rightly focusing on increasing their 31, during the premiere of ‘Gunday’ on its flag- larger than life stardom of the big screen, there fan base via cinema. But we should be able to see ship Hindi GEC, Sony Entertainment Television wouldn’t be that star value on TV. So the two need some of the more established stars consider fiction (SET), the channel on which the show will be to co-exist.” content on television.” telecast. The other possible reason could be a good, Titled Yudh, the show will feature Bachchan TV CATCHES UP? viable script. With Bachchan understandably as a business tycoon whose business has taken a hailesh Kapoor, founder and CEO, Ormax charging an exorbitant amount, the channel has to hit; he is troubled because the survival of about SMedia, opines, “TV is a strong medium with make considerable investment including the sup- 10,000 people depend on his business. The man a reach much higher than cinema. But in terms porting cast and production of the show. is also shown shuttling between the two women of star appeal, film stars doing fiction content on in his life. TV is a definite step forward for the television THE BATTLEGROUND industry.” BC changed the fate of Star Plus. It increased KBC: THE SHOW THAT SAVED TWO In recent times, there have been several Ksampling and helped Star Plus catapult to the SINKING SHIPS attempts to merge the star power of Bollywood No.1 position in the genre and remain there, with his is Bachchan’s second television venture. with the reach of television. The trend setter ‘24’ the help of other shows by Balaji Telefilms. THis debut on the idiot box was Experts are of the view that with the quiz show, ‘Kaun Banega Sony will have to strengthen its Crorepati’ on July 3, 2000. Then other shows as well in order to in his late 50s, Bachchan was self- leverage Yudh’s viewership. “The admittedly in debt and struggling current programmes on Sony are to support his family. not so popular. The channel will Nikhil Rangnekar, CEO, Spatial definitely have to ramp up its pro- Access, reasons, “In most cases, it is gramming and introduce fresh and actors who are not so successful in new content to be able to leverage films who turn to TV, and that’s the viewership that Yuddh can pos- why it is seen as a backward step.” sibly bring in,” Rangnekar says. When KBC was launched, it Sony has already roped in changed the game and went on to Cadbury and Olx as sponsors for create history on Indian television. SUSHIL KUMAR FOTOCORP Yudh. „ It got recognition to STAR India’s Rangnekar (l), Basu and Kapoor: Big B fans [email protected]

32 afaqs! Reporter, June 16-30, 2014 -2%6:,7&+

Post: Event Marketing & Operation Profile: Candidate should have services portfolio across markets Post: Graphic Designer Manager knowledge of Tally, Tax calculation with specific alignment to key Company: Tempest Advertising Pvt Company: NPA Events [Oman] - for bills 3. Generation of invoices as accounts and user segments. Ltd. National Performing Arts & Events per terms & conditions of contracts, Exp: 8 – 10 Years Profile: Needs a Graphic LLC Data Analysis, Management and Location: Mumbai Designer with creative skills, Profile: Candidate will be Correction by generating reports Email: [email protected] graphics & designing skills, good responsible for marketing, planning in Tally and G-Trust Software, ...... communication skill. Should have and operations including logistics Communicate with Customer Post: Visualisers knowledge of Photo shop, Coral with packaging sponsorship and & Vendor regarding all issue Company: Log 5 Communications Draw, and illustrator. negotiation. Pitching for new (Payment, Receipt, Delivery, ETC) Pvt. Ltd. Exp: 2 to 4 years. business.Complete management Exp: 3 to 5 years. Profile: We are looking out for Location: Hyderabad of events ranging from art and Location: Mumbai a candidate who can design or Email: careers@tempestadvertising. culture to pop, quizzes, corporate Email: [email protected] create graphics to meet specific com seminars and management speaker ...... commercials or promotional ...... workshops Post: Associate Creative Director needs such as packaging, displays, Post: Copywriter Exp: 4 to 5 years Company: ABM Communication logos. Candidate should have Company: Clematis Location: Muscat-Oman Pvt. Ltd. knowledge about Layout skills, Communications Pvt. 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Location: Mumbai planning & communication skills Offline Advertising with youthful Post: Copywriter / Sr. Copywriter Email: [email protected] who will be the liaison between exuberance and a ‘lets-do-it’ Company: Banana Brandworks Pvt...... our clients and the internal team. attitude. Ltd An ideal candidate is one who has Exp: 7 to 8 years Profile: Candidate should have Experience / Exposure to Magento Location: Mumbai fluency in English, proper Ecommerce, been keenly following Email : [email protected] knowledge in grammar and must be the ecommerce space in India & ...... a clear communicator (written and Internationally and has the ability to Post: Creative Director (Art/Copy) oral) should be able to understand handle multiple clients and projects Company: Sparrow Interactive Pvt. brief requirements, quickly come in a deadline-driven atmosphere. Ltd. up with ideas and deliver good (9(1*22'&$1! Exp: 0 to 2 years Profile: As a creative director your standards of writing. 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afaqs! Reporter, June 16-30, 2014 33 3(23/(

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

he media industry saw several changes this Dainik Bhaskar, has riton Communications has appointed Tfortnight. After the exits of the CEO and decided to move on. TAshish Medhekar as executive director. In COO of the Network18 Group, the company’s He has worked at the his new assignment, Medhekar will be a part of chief financial officer, RDS Bawa also departed. publication for almost the core management team with the mandate to He has spent over 19 years with the group. ten years. drive growth. He moves in from JWT, where Pradeep Hejmadi, senior vice-president, TAM Kotnala plans to he was vice president and executive business Media Research has quit the organisation. He is go solo and launch a director. currently serving his notice period and will join consultancy called With over 20 years of experience, he started Zee in the coming month. Hejmadi has more P1P2Solutions. with Contract Advertising and has worked than 18 years of experience in the Indian media Dainik Bhaskar has with Rediffusion industry and has been with TAM since 2005. roped in Kaacon Sethi as Y&R, Wunderman, KAACON SETHI Shekhar Gupta, has stepped down as the editor- group’s chief corporate Everest Brand in-chief of Indian Express Newspapers and joined marketing officer. She Solutions, Dentsu, India Today Group as vice chairman and editor- has over two decades of experience in the industry and Enterprise Nexus. in-chief of the group’s entire gamut of products and has moved from Smaaash Entertainment DDB Mudra West that include all news and business publications, where she was working as a consultant. has appointed Manoj news TV brands and all related news and business ZenithOptimedia has confirmed the departure Bhavnani as senior digital brands. of Satyajit Sen and MANOJ BHAVNANI creative director Meanwhile, Raj Navin Khemka, who under the leadership Kamal Jha has been are moving on from the of Rahul Mathew, creative head. He joins named the editor-in- agency after eight years. Mudra from Bates India, where he was creative chief of The Indian The company has director. Express post Gupta’s got on board Madison Bhavnani was a part of the RedFuse team, a resignation. Pinnacle COO group created by WPP to exclusively handle the The Walt Disney Dnyanada Chaudhari communication duties for Colgate. He has over Company in India has as the managing partner 11 years of work experience. appointed Abhishek and former JWT digital In another development, Grey Bengaluru Maheshwari as vice- ECD Prasanna Kulkarni has appointed Mark Flory as art head and president and head, SHEKHAR GUPTA NAVIN KHEMKA as chief creative officer. senior creative director. Flory has about 13 years Disney Consumer Maxus has appointed of experience in the industry. He started his Products. Effective July Khemka as managing career as an art trainee with McCann Erickson 10, Maheshwari will take over from Roshini partner. Khemka will head the north and east in Bengaluru. His last stint was with Dentsu Bakshi, who has resigned from the company to regions for Maxus, and will also be responsible Communications, where he was creative pursue other interests. for new business development across the country. director. The other agencies he has worked with Quasar Media has appointed Saugata Bagchi as Amar Chitra Katha has appointed Sanjay includes Orchard, JWT and Happy Creative regional head, West and South. He will report to Dhar as the president, corporate solutions group. Services. Gaurav Nabh, business head, Quasar and will be He will be driving the new ‘value added brand Rajiv Agarwal, the former executive creative based in Mumbai. solutions’ initiatives at Amar Chitra Katha which director of Percept/H, has launched a creative Before joining Quasar, Bagchi headed will combine the formidable creative resources, agency named Madness India Communications. the Mumbai and Bengaluru offices of Tribal content capabilities and existing media properties Agarwal’s entrepreneurial venture broke its first Worldwide, India. using all media verticals such as print, OOH, national campaign for Arise India’s LED TVs Motivator India has Radio and Television. „ starring actor Irrfan Khan on June 7. „ appointed V Narayanan as chief growth officer. Narayanan MARKETING moves to Motivator from GroupM media icromax has appointed Sanjay Kapoor, care has put in his papers at Hero Motocorp to planning and buying Mformer CEO of Bharti Airtel, to the pursue an opportunity outside of the company. agency, Maxus India company’s promoter At Hero Motocorp, where he was designated group as chairman Dua was responsible as the general manager, of the board with for entire gamut of PREM KAMATH North. immediate effect. sales, marketing, Based in New Kapoor was the chief advertising, dealer Delhi, he will report to executive officer for development and Rabinder Thirumurthy (Rabe Iyer), managing India and South Asia after-sales operations director, Motivator. of Airtel. He has also in India. Under Prem Kamath, executive vice president and been a board and his leadership the general manager, Channel V and general manager, executive committee company has refreshed Star Pravah, has decided to move on from the member of GSMA and built the largest company. Kamath is currently serving his notice (the global forum SUSHIL KUMAR range of two wheelers period and will be there with the company till bringing together SANJAY KAPOOR ANIL DUA in India, including August. He joined the company as senior vice- nearly 800 global new successful brands president, marketing and communication in 2007. mobile operators); board member of Indus of CD Dlx, Glamour, CBZ Xtreme, Hunk, Two years later, he moved to Channel V as general Towers (world’s largest telecom tower company Pleasure and Karizma ZMR. Dua has over 24 manager, marketing. with a portfolio of more than 1 lakh towers). years of work experience. Prior to joining Hero In a significant development, Sanjeev Kotnala, After a stint of over eight years, Anil Dua, senior MotoCorp, Dua has worked in Unilever and vice president and national head, marcom, vice president, sales, marketing and customer Gillette. „

34 afaqs! Reporter, June 16-30, 2014