Subscriber copy not for resale April 16-30,2016 “DIGITAL VIDEO 20 and TVFMediaLabs CEO,Fever TheViral group founder and KUMAR ARUNABH TVF’S INTERVIEW USD 10million infundingforhisTVF. Whatnext?
The ‘Qtiyapa Guy’ recently managed toget recently The ‘Qtiyapa Guy’
IS BRUTAL” Winners Take All Winners Take GOAFEST 2016 Just ForLaughs YATRA.COM what attheAbbys. Who walkedawaywith promotes itsMiniCan. The beveragegiant Pocket Size PEPSI video drawsonheadlines. A tongue-in-cheekviral Making Waves Young atHeart Apple iPad Asking ForTrouble SAPIENT INDIA MEC INDIA THOMAS COOK VIRAL NOW 6 Volume 4,Issue21
30 10 ` 100 34 29 12 11 editorial
This fortnight... Volume 4, Issue 21 EDITOR ive months back, we profiled the members of All India Bakchod – Gursimran Sreekant Khandekar F Khamba, Tanmay Bhat, Rohan Joshi and Ashish Shakya – because the comedy PUBLISHER Prasanna Singh April 16-30, 2016 Volume 4, Issue 21 `100 collective, best known for its YouTube content, landed a show on the Star Network. In 6 our Cover Story then, we took note of how these popular digital content creators traversed EXECUTIVE EDITOR INTERVIEW Ashwini Gangal TVF’S the path between YouTube and primetime television. ARUNABH KUMAR YATRA.COM PRODUCTION EXECUTIVE founder and group Just For Laughs CEO, The Viral Fever A tongue-in-cheek viral and TVF Media Labs video draws on headlines. Andrias Kisku This time, we’re putting a YouTube content creator, Arunabh Kumar, founder of 20 ADVERTISING ENQUIRIES The Viral Fever (TVF), on the Cover because he gave mainstream TV a complete miss Shubham Garg 81301 66777 (M); 0120-4077819 (O) PEPSI 10 Pocket Size and took to YouTube. And how! Here’s what happened – Over half a decade back, The bevergae giant promotes its Mini Can. Apoorv Kulshrestha 30 when MTV rejected his idea for a youth-centric TV show, he decided to reach his target 9873824700 (M); 0120-4077833 (O) audience, the 14-to-34-year-old, progressive Indian, through online videos. Noida
GOAFEST 2016 Pradeep Hegde
Subscriber copy not for resale Subscriber copy not Winners Take All Who walked away with what at the Abbys. (022) 40429702-5 “DIGITAL VIDEO SAPIENT INDIA Today, TVF’s YouTube channel, that’s raking in subscribers by the million, is home Asking For Trouble 11 Mumbai VIRAL NOW Apple iPad 12 IS BRUTAL” THOMAS COOK to popular shows like Permanent Roommates and Pitchers. The former is about a young The ‘Qtiyapa Guy’ recently managed to get Young at Heart 29 [email protected] USD 10 million in funding for his TVF. What next? MEC INDIA Making Waves 34 Indian couple that’s living in together and the latter, about a group of youngsters keen to MARKETING OFFICE launch a startup. These shows are Arunabh’s solution to his pet peeve – Why don’t we B&B Genesis, A 12/13, Ground Floor, Sector - 16 have Indian TV shows like Friends or The Big Bang Theory? Pincode - 201301 Tel: (0120) 4077800. TVF’s most viewed video is one called Bollywood Aam Aadmi Party; it’s been MUMBAI 501-502, Makani Center, 5th Floor, viewed 5.5 million times on YouTube. Though TVF gained popularity on the back of Off Linking Road, Bandra (W), comedy content, today, viewers don’t expect jokes from them; they expect great stories. Mumbai - 400050 Tel: +91-22-40429 709 - 712 SUBSCRIPTION ENQUIRIES Arunabh, better known by his virtual alias ‘The Qtiyapa Guy’, is also gaining Akhilesh Singh popularity as an actor; he plays a central character, Yogi, in Pitchers. In person, though, (0120) 4077837 he looks nothing like the clean-shaven entrepreneur he plays on-screen, thanks to the [email protected] Ramdev-esque beard he’s sporting these days. Owned by Banyan Netfaqs Pvt Ltd and Printed and published by Prasanna Singh, At afaqs! Reporter, two of out our last nine Cover Stories are interviews with at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, YouTube content creators. Clearly, we think digital video is the next big thing. Cheers New Delhi-110 063. to a hot new industry and the folks who run it. Printed at Cirrus Graphics Private Limited B-61, Sector 67, Noida (U.P.), 201301 Ashwini Gangal [email protected] CONTENTS 28 12
VERMILLION COMMUNICATIONS Image Makers Meet the relatively less-known advertising agency behind Baba Ramdev’s Patanjali.
FROOTI Oh, So Naughty 22 27 Shah Rukh Khan does a Mango-Bango for the brand.
POINTS OF VIEW 26 Timely vs Timeless Ads KFC INDIA 14 HINDI GEC AD LABS Brands ditch consumer Hunger Game Soap Factory Ensuing Envy insights and turn to headlines The QSR chain repositions Hindi GECs extend offerings Imagica becomes umbrella for inspiration. itself as a lunch menu option. through the week. brand name for the company.
afaqs! Reporter, April 16-30, 2 0 1 6 5 advertising YATRA.COM Just For Laughs The brand followed Havells and Pepsi in releasing a topical campaign which mimicked Kanhaiya Kumar. By Saumya Tewari and Ashee Sharma
fter Pepsi got a bashing for its ‘Bhook Hartal’ ad and AHavells had to withdraw the anti-reservation spot post a virtual backlash, it was Yatra.com’s turn to be in the spotlight. The online travel agent released a digital ad for the Yatra Web Check-in App that cashes in on the agitation at Jawaharlal Nehru University (JNU) using the much-debated ‘azaadi’ theme. The ad, conceptualised and executed by Scarecrow Communications and Puppet Pictures, is a humorous take on the controversial student leader Kanhaiya Kumar and his ‘style’ which actor Avinash Dwivedi tries to imitate. The film begins with Dwivedi walking towards the check-in counter at the airport and asking for a window seat. On his request being turned down, he picks up the microphone and starts ‘sloganeering’ ‘Humein chahiye...’. Eriyat and Misra: The crowd reverberates with the Where’s the idea? chants of ‘azaadi’ - ‘window seat ki’, “While we wanted to get and ‘no-waiting ki azaadi’. This goes on until the voiceover interrupts to the message across through Speaking on the possibility that say that if you want ‘azaadi’ from all brands may approach Scarecrow as this, download Yatra.com’s flight a fun story, we had no the ‘viral specialist’ now, Bhat says, web check-in app. intentions of lampooning or “Studying the target group and the Given its topicality, the campaign national mood does help, but no that was released on Facebook, went ‘spoofing’ anyone.” one can predict a viral. We are viral almost instantly. While the ad happy that brands recognise us for RAGHU BHAT made it to the critical editorials edgy work. They come to us when of some mainstream publications they want to create a big impact or and the Yatra app was also being methods we follow is the freedom topicals have managed to keep the talk to the youth or when there are down-rated (given poor ratings and to plan your travel. Our focus is brand fresh throughout. I wanted no huge ATL budgets.” reviews on app stores) by some to showcase the new product in a to do something on those lines and people, the response to it has mostly humorous manner through the ad.” Yatra was very supportive.” A FREE RUN TO THIS ONE? been mixed. Commenting on the campaign’s Bhat attributes the ‘largely Vasudha Misra, creative head - So, in the current scenario, success, Raghu Bhat, founder, positive’ response the ad has Delhi, FCB Ulka, rues the lack of where brands are often wary of Scarecrow Communications, says, fetched to its subtle and humorous idea in the ad. “It just draws on highlighting political issues in their “I got a lot of positive feedback on execution, unlike that of the Havells something which became popular. campaigns, why did Yatra choose the ad. People want to install the ad which took a stand. “Life and Unlike the Havells ad, Yatra has to parody Kanhaiya Kumar? The Yatra app just because they loved society is the raw material for any not put forward any point of view. damage for a digital company is the creative. This, and the fact that creative idea. While we wanted to It’s just a creative execution. So, instant, as it translates into app the reach has been purely organic get the message across through a one shouldn’t read too much into it uninstalls and down-rating. Did are quite flattering for a creative fun story, we had no intentions of or politicise it,” she opines. that not bother the brand? person.” lampooning or ‘spoofing’ anyone,” According to Suresh Eriyat, Explains Vikrant Mudaliar, chief Bhat, however, clarifies that shares Bhat. founder and creative director, marketing officer, Yatra.com, “We ‘app download’ was not the metric It is interesting to note that this Eeksaurus, the ad makes fun of were looking at a digital ad and the on which the campaign was to be is the agency’s second ‘viral feat’ Kanhaiya Kumar’s spirit. “It is idea was to go ahead with something evaluated. The brief was to create after the ‘11 Minutes’ anti-smoking distasteful and regressive. Would topical, which is where the concept brand awareness with a viral ad. campaign featuring Alok Nath, you dare to do that with Amitabh of ‘Azaadi’ fit in. We are, in no way, Talking about using the ‘Azaadi’ Sunny Leone and Deepak Dobriyal Bachchan? No. Brands should not advocating any particular issue or a concept, Bhat shares, “Amul, as went off the charts with over five side with an ideology just because person through the advertisement. a brand, inspires me a lot. It is million views. Scarecrow is not it has created conversations,” Yatra always believes in “Creating the most successful example of the AoR for Yatra. It was tasked to asserts Eriyat. n Happy Travellers”, and one of the communication in India as the Amul come up with just this ad. [email protected]
6 afaqs! Reporter, April 16-30, 2 0 1 6
advertising PEPSICO Pocket Size Pepsi launched its 150 ml Mini Can in March. A look at the communication. By Saumya Tewari
epsi India has rolled out a quirky mini web series to Ppromote its recently launched offering ‘Mini Can’. The new product is a bite-sized packaging that provides 150 ml cola drink in a stylish can priced at `15. Mini Can has been available both online and in brick-and-mortar stores since March this year. The product, the company claims, is perfect for individual consumption and its compact packaging makes it travel-friendly. Talking about the product, Vipul Prakash, vice-president - beverage category, PepsiCo India, says, “New packaging is always exciting and “The Pepsi Mini Pepsi cans have always epitomised cool. The Pepsi Mini Can is the Can is the perfect perfect bite-sized packaging that takes coolness a notch further.” bite-sized packaging Pepsi, known for its desi campaigns, has taken a digital only that takes coolness a route to promote Mini Can. It has notch further.” tied up with its creative agency J Walter Thompson and Vivek Kakad VIPUL PRAKASH of Curious Films to create an interesting series of digital films. The series takes a humorous blindfold, and hence, couldn’t cheat route featuring an Italian mafia lord to complete the task. ‘Mr. Can’ and his right hand man The other two episodes in the ‘Cornell’. Each part of the series series highlight the importance of delivers a lesson and highlights the loyalty, among other things, in a message, ‘Never underestimate the power quirky manner. YouTube channel on March 18, the “The use of an international look of little things’. The core proposition is Pepsi has always been ahead of three films have collectively crossed does give Pepsi Mini a premium ‘Little Can. Big Lesson’. the curve when it comes to creating over 18 lakh views so far. feel,” Dingra points out, though he The first episode of the series popular culture and reflecting youth feels that the length of the films introduces the characters and their trends in the country both in its SET TO SUCCEED? could have been shorter and crisper. quirks. There are three core human mainstream communication and Giving a perspective on the Sidharth Shukla, head - digital values that are highlighted through platform specific ideas such as Mini product, brand guru and advisor strategy and social media, Cheil at AKG Technologies Prabhakar India, believes that Pepsi has pulled Mundkur, feels the Pepsi Mini off great content marketing. The The compact packaging is travel-friendly Can is a great idea. international look of the series is not and perfect for individual consumption. “Cans are aspirational. Somehow, a downer. drinking from cans is more elegant “Yes, localisation is important, each video such as honesty and Can content idea of the Pepsi Mini than drinking from cups or bottles. but that should not mean that every loyalty. The films have been given an Series, says Senthil Kumar, chief By offering a 150 ml can priced at creative asset which rolls out needs to international look and feel. creative officer, JWT. `15, I think the sale of cans can really be localised. YouTube in particular, The first film shows the mafia “We set out to create engaging take off,” he says. plays a crucial role, at least globally, boss in a discussion with his right content for today’s content hungry Mundkur also feels that the within the digital ecosystem for hand man about his successor. When youth, an always on audience that is quantity provided (150 ml) is Pepsi, and the mini-series caters to Cornell says he should succeed the sharing, searching, downloading and satisfactory and adequate for that objective,” he notes. boss, stating that the boss’ son is binge-watching daily content,” he consumers to quench their thirst. Shukla feels using a ‘mafia boss’ ‘a fool’, a rather shocked Mr. Can explains. Talking about the communication, persona to deliver the life lessons, appreciates his honesty. The Mini Series, he notes, is not Rajiv Dingra, founder and CEO, but in a light-hearted, witty manner A test of honesty among three traditional pure play advertising but WATConsult, finds the campaign works well. young men follows. They are asked rather an unprecedented storytelling different for a beverage brand, “And, as can be seen by consumer to create a pyramid with Pepsi format, with memorable characters especially in the cola space. The response to the videos, they are being Mini Cans, blindfolded. Two of and a compelling narrative - all execution, he says, targets the youth, appreciated substantially, especially them complete the task, while the crafted for universal appeal. and hence, the choice of the digital the dance film,” he concludes.n third says he could see through his Uploaded on Pepsi’s official medium. [email protected]
10 afaqs! Reporter, April 16-30, 2 0 1 6 advertising SAPIENT INDIA Moving on, Khanchandani has decided to pursue other interests. By News Bureau Asking for Trouble The innovative campaign is an HR recruitment exercise. By News Bureau
t’s often the troublemakers who with the agency’s requirements. The are pulled up for doing what they agency, in an official statement, says Iknow best - brewing trouble. But, that it hopes to increase its headcount wait. Are you a troublemaker? If by 20 per cent by the end of 2016. you answered that in the affirmative, “Businesses seek partners that there’s some good news for you! can guide them through the journey Sapient India, part of Publicis of digital transformation. This one-minute digital films titled Sapient, in a move to attract talent, campaign is our way of attracting ‘Compliment Generator’ and has rolled out a campaign called the kind of people who can fuse ‘English To English Translator’ Troublemakers. creativity and technology, along which show the difference between Hinged upon the insight that with an understanding of brands a ‘people-pleaser employee’ who can disruption breeds innovation, the and consumers to solve business well with our vision,” adds K V do anything to earn his share of agency is on the lookout for what problems,” says Rajdeep Endow, Sridhar (Pops), chief creative officer, appreciation and the one who cross- it calls ‘a rare breed of extraordinary managing director, Sapient India. SapientNitro India. questions everything that happens at minds that are not afraid to break “The Troublemakers campaign is a The print creatives are also a part the workplace. boundaries in digital innovation mission to challenge the conventional. of the two-month-long campaign The campaign will be visible and transformation’. As part of the With its disruptive attitude, this through which the agency is hunting across all physical and digital media, same, it has created a microsite www. unique breed makes trouble that we for non-conformist and impact- social channels, and outdoors in troublemakers.co.in, which defines believe is good, which is the need driven individuals who think Delhi-NCR and Bengaluru, and what a ‘troublemaker’ is and invites of the hour for organisations. The out-of-the-box and choose to stay experiential installations in all people to take a quiz to find out if connected millennials are gifted with relevant in an ever changing world. Sapient offices. n they are the ‘misfits’ who would fit in the passion and curiosity that aligns The campaign also includes two [email protected] ADVT.
afaqs! Reporter, April 16-30, 2 0 1 6 11 advertising
VERMILLION VIRAL NOW Image Makers Finding a Behind brand Patanjali’s prolific advertising is a relatively less-known New Voice Delhi-based agency, Vermillion. By Ashee Sharma The film was released on World Autism Awareness Day. hink big, act bigger. By News Bureau Patanjali has stood Tby this axiom in every possible manner, be illan Barmache finds his voice in it its product portfolio, Apple Inc.’s two-minute short film brand building, advertising, Dtitled ‘Dillan’s Voice’, which was revenue targets or simply released on April 2, celebrated this year as Baba Ramdev’s rhetoric. World Autism Awareness Day. The film is a But, what’s surprising is that moving tale of a 16-year-old teen who felt behind the incessant and high- angry and frustrated at being singled out as decibel marketing campaign ‘challenged’ by people around him. No one being run by the company is could understand his thoughts and the way he a modest and lesser-known communicated with them. Delhi-based agency Vermillion Communication. Nestled in the far-end by S K Gupta Tijarawala of Delhi in Mahipalpur, (CEO). Tijarawala is a Vermillion is a 360-degree media and management specialised brand building and professional with over full-service communications 25 years of experience solution agency founded in the industry and also by Deepak Hiremath (the the official spokesperson company’s managing director) for Patanjali. He informs in 2005. Hiremath, who has that while the focus 22 years of experience in the has been on Hindi advertising business, was and vernacular news Apple’s iPad came to the hassled teen’s associated with Ushakaal channels so far, in the rescue and helped him express his thoughts Advertising prior to launching second phase of the and emotions by letting him type them on the Vermillion. Along with Puja campaign, it will shift to English. iPad and then read out loud with the help of an Chaturvedi and Sonia Chopra, who Print has no such differentiation. augmentative and alternative communication started out with him, he boasts to It is worthwhile to note here device. have steered Vermillion to the 300 that during BARC’s Week 4 “The iPad helps me to see not only my crore mark today. Chaturvedi and (January 23 to 29), Patanjali (17676 words but to hold onto my thoughts. Having Chopra are now directors in the insertions) beat brands such as a voice has changed everything in my life. No company. Cadbury (15985 insertions) and more isolation. I can finally speak with the Vermillion handles all Patanjali Parle (15573 insertions) to become people who love me. I can say what I think products barring three - its ghee, the most advertised brand across and let them know I love them too,” says noodles and Dant Kanti - the genres on television. Since then, it Barmache. mandates for which are with DDB has been among the most prolific The film goes on to depict how he Mudra North. Currently, the TVCs advertisers on the medium for successfully delivers his graduation speech, for Kesh Kanti, aloe vera and amla nine consecutive weeks. According thanks to the iPad. Created by TBWA Media juice, honey, chyawanprash, and to the most recent data for Week Arts Lab, the film was uploaded on Apple’s biscuits are on air. In addition to 12, it is again the leader (24050 YouTube channel on April 2, has already being the creative AoR for Patanjali, insertions), followed by RB India’s garnered over 3.5 million views so far. n the agency also handles media duties Dettol and Vodafone at No.2 and 3 [email protected] (GECs only) for the brand. position, respectively. Clearly, the Speaking on the association media strategies adopted by the with Patanjali, Hiremath says, “It is two agencies, have managed to give Odino Pixar, W Five Communication, W2H indeed a very prestigious client for some tough competition to MNCs, Communication and Ants in Pants Communication, us. However, as an agency, we also who are Baba Ramdev’s market and all of which are specialised in different fields of have a history of brands that have ideological rivals. media including electronic, print, TV, radio, events, grown with us and we have grown Hiremath and Chaturvedi: Coming back to Vermillion, the PR, web designing, branding and campaigns, with them.” Speaking volumes agency has over 250 employees, strategic planning, and promotions. Chaturvedi, who is also an the average age group for which is Vermillion claims to have a client base of over enthusiastic advocate of the brand, 30-35 years. It has offices in Delhi 35 brands with names such as Berkowits, The adds, “I take great pride in being associated with (registered and corporate office), Noida, Gurgaon, National Book Trust of India, Zero B, Diwan Patanjali. It has some phenomenal products.” Mumbai, Pune, Bengaluru, Kolkata, and Lucknow. Saheb, Ritu Wears, Korea Tourism, Dayal Opticals, In the news genre (print and electronic), In its journey of over a decade, the agency has been Lino Perros, Bourn Hall, Ion Exchange and Nivia. Patanjali’s media mandate is with another Delhi- supported by its sister concerns, namely, Ibroad7 And, as a Group, its client count is close to 200. n based agency Combine Advertising which is headed Communication, Opositive Communication, [email protected]
12 afaqs! Reporter, April 16-30, 2 0 1 6 advertising
VERMILLION VIRAL NOW Image Makers Finding a Behind brand Patanjali’s prolific advertising is a relatively less-known New Voice Delhi-based agency, Vermillion. By Ashee Sharma The film was released on World Autism Awareness Day. hink big, act bigger. By News Bureau Patanjali has stood Tby this axiom in every possible manner, be illan Barmache finds his voice in it its product portfolio, Apple Inc.’s two-minute short film brand building, advertising, Dtitled ‘Dillan’s Voice’, which was revenue targets or simply released on April 2, celebrated this year as Baba Ramdev’s rhetoric. World Autism Awareness Day. The film is a But, what’s surprising is that moving tale of a 16-year-old teen who felt behind the incessant and high- angry and frustrated at being singled out as decibel marketing campaign ‘challenged’ by people around him. No one being run by the company is could understand his thoughts and the way he a modest and lesser-known communicated with them. Delhi-based agency Vermillion Communication. Nestled in the far-end by S K Gupta Tijarawala of Delhi in Mahipalpur, (CEO). Tijarawala is a Vermillion is a 360-degree media and management specialised brand building and professional with over full-service communications 25 years of experience solution agency founded in the industry and also by Deepak Hiremath (the the official spokesperson company’s managing director) for Patanjali. He informs in 2005. Hiremath, who has that while the focus 22 years of experience in the has been on Hindi advertising business, was and vernacular news Apple’s iPad came to the hassled teen’s associated with Ushakaal channels so far, in the rescue and helped him express his thoughts Advertising prior to launching second phase of the and emotions by letting him type them on the Vermillion. Along with Puja campaign, it will shift to English. iPad and then read out loud with the help of an Chaturvedi and Sonia Chopra, who Print has no such differentiation. augmentative and alternative communication started out with him, he boasts to It is worthwhile to note here device. have steered Vermillion to the 300 that during BARC’s Week 4 “The iPad helps me to see not only my crore mark today. Chaturvedi and (January 23 to 29), Patanjali (17676 words but to hold onto my thoughts. Having Chopra are now directors in the insertions) beat brands such as a voice has changed everything in my life. No company. Cadbury (15985 insertions) and more isolation. I can finally speak with the Vermillion handles all Patanjali Parle (15573 insertions) to become people who love me. I can say what I think products barring three - its ghee, the most advertised brand across and let them know I love them too,” says noodles and Dant Kanti - the genres on television. Since then, it Barmache. mandates for which are with DDB has been among the most prolific The film goes on to depict how he Mudra North. Currently, the TVCs advertisers on the medium for successfully delivers his graduation speech, for Kesh Kanti, aloe vera and amla nine consecutive weeks. According thanks to the iPad. Created by TBWA Media juice, honey, chyawanprash, and to the most recent data for Week Arts Lab, the film was uploaded on Apple’s biscuits are on air. In addition to 12, it is again the leader (24050 YouTube channel on April 2, has already being the creative AoR for Patanjali, insertions), followed by RB India’s garnered over 3.5 million views so far. n the agency also handles media duties Dettol and Vodafone at No.2 and 3 [email protected] (GECs only) for the brand. position, respectively. Clearly, the Speaking on the association media strategies adopted by the with Patanjali, Hiremath says, “It is two agencies, have managed to give Odino Pixar, W Five Communication, W2H indeed a very prestigious client for some tough competition to MNCs, Communication and Ants in Pants Communication, us. However, as an agency, we also who are Baba Ramdev’s market and all of which are specialised in different fields of have a history of brands that have ideological rivals. media including electronic, print, TV, radio, events, grown with us and we have grown Hiremath and Chaturvedi: Coming back to Vermillion, the PR, web designing, branding and campaigns, with them.” Speaking volumes agency has over 250 employees, strategic planning, and promotions. Chaturvedi, who is also an the average age group for which is Vermillion claims to have a client base of over enthusiastic advocate of the brand, 30-35 years. It has offices in Delhi 35 brands with names such as Berkowits, The adds, “I take great pride in being associated with (registered and corporate office), Noida, Gurgaon, National Book Trust of India, Zero B, Diwan Patanjali. It has some phenomenal products.” Mumbai, Pune, Bengaluru, Kolkata, and Lucknow. Saheb, Ritu Wears, Korea Tourism, Dayal Opticals, In the news genre (print and electronic), In its journey of over a decade, the agency has been Lino Perros, Bourn Hall, Ion Exchange and Nivia. Patanjali’s media mandate is with another Delhi- supported by its sister concerns, namely, Ibroad7 And, as a Group, its client count is close to 200. n based agency Combine Advertising which is headed Communication, Opositive Communication, [email protected]
12 afaqs! Reporter, April 16-30, 2 0 1 6 marketing KFC INDIA Hunger Game The QSR brand tied up with Mumbai’s famous Dabbawalas to promote its 5-in-1 lunch meal box. By Ashwini Gangal and Suraj Ramnath
n the year 2013, the Quick Service Restaurant (QSR) chain IKentucky Fried Chicken (KFC), had launched Rice Bowls to make a mark in the Indian market with the aim to position itself as not just a snacking option, but also a restaurant where customers could have lunch. The brand has now launched yet another marketing campaign towards this end. This time, the item being promoted is the ‘5 in 1 Lunch Box’ which includes a starter (chicken based), the Rice Bowl, fried chicken, a soft drink, and a dessert (chocolate-based). The new commercial that promotes this offering has been conceptualised by Ogilvy India. A digital film, it has also been released on television. And, for this campaign, the brand has roped in Mumbai’s famous Dabbawalas, who have been tasked with delivering the KFC lunch item to corporates Akali and Bijoor: Making and media houses. Amit Akali, inroads The question then and now co-founder, WYP remains the same. Is KFC trying Brand Solutions, says, too hard to position itself as a chain “I don’t think the ad people to have customers walking that can provide good lunch? While is even remotely about in anymore; but to take out as well. it has been relatively easier for rival the ‘5 in 1’ box being a QSRs are all struggling because of chain McDonald’s to establish itself healthy option.This ad the walk-ins not being that good,” as a place with a decent breakfast is purely about ‘more’ says Bijoor. menu, KFC appears to be working versus less.” Elaborating further about QSRs hard at convincing consumers to Akali feels that the working hard at getting customers look at it as a lunch-time option. villain is the lesser to come in and try new items on Rahul Shinde, managing director, quantity and not the the menu and call for these items as KFC India, tells afaqs! Reporter burger and the fries. “It’s well, Bijoor says, “QSRs are learning that the target group comprises about someone not being from the e-commerce movement, young adults in the 15-25 years happy with what he’s got and and more importantly, the food age bracket. He says, “We want to someone who’s got five items in delivery movement. Suddenly, address their needs, whether it is the box, being happy with what competition has increased, thanks their ‘meal needs’, their ‘snacking inspiration from what one would he’s got. I didn’t get anything about to all these guys who deliver needs’, or their ‘group occasions’.” typically have at home, or what our ‘health’ from this ad and I don’t lunch at your doorstep. So, every KFC, Shinde informs, revamps its mothers would cook for us. think that was the intention either,” company which is delivering food menu once a year. But, how? “By offering protein he says. at your doorstep is actually fighting Regarding his marketing (chicken) in two different flavours, Akali further adds that it’s a pure against KFC which is trying really challenges, he adds, “When starch (rice), a drink, and a dessert,” ‘promo’ ad. “It’s a pretty direct hard.” we launched Rice Bowl it was says Shinde. ‘offer’ ad, it’s a direct comparison QSRs, experts like Bijoor notice, (positioned as) a light lunch option. between two offerings,” he says. have re-invented their menus Now, we want our consumers to DE-CODING THE Throwing in a line about the and delivery patterns, and are evolve as far as their definition of MARKETING EFFORT... execution, Akali, says, “I like the reiterating their core competence ‘lunch’ goes. In the QSR space, We asked our communications music. It helps hold the film together in their ad campaigns of late. The consumers have had to compromise experts to comment on the brand’s making it more interesting.” word ‘fried’ in KFC’s brand name with fries and drinks as traditional marketing efforts. Harish Bijoor, chief executive itself connotes snacking, feels lunch or meal options. QSRs have Is KFC trying to position itself as officer, Harish Bijoor Consults Bijoor. “In India, fried stuff such as so far tried to define ‘meal’ as a QSR with a healthy meal option Inc., talks about the need for QSRs fried pakodas, for instance, imply sandwiches, fries and drinks. But, (going by the stark difference in the to ramp up given the competition snacking,” he says. Rice, on the we wanted to give our consumers a body mass index of the two actors they’re facing from the young, other hand, connotes ‘lunch’ and different meal option.” in the ad film)? Or, is it simply rapidly growing food delivery ‘meal’ in this market.n For this, he adds, his team took trying to promote a new item? segment. “It is not enough for [email protected]
14 afaqs! Reporter, April 16-30, 2 0 1 6 marketing KFC INDIA Hunger Game The QSR brand tied up with Mumbai’s famous Dabbawalas to promote its 5-in-1 lunch meal box. By Ashwini Gangal and Suraj Ramnath n the year 2013, the Quick Service Restaurant (QSR) chain IKentucky Fried Chicken (KFC), had launched Rice Bowls to make a mark in the Indian market with the aim to position itself as not just a snacking option, but also a restaurant where customers could have lunch. The brand has now launched yet another marketing campaign towards this end. This time, the item being promoted is the ‘5 in 1 Lunch Box’ which includes a starter (chicken based), the Rice Bowl, fried chicken, a soft drink, and a dessert (chocolate-based). The new commercial that promotes this offering has been conceptualised by Ogilvy India. A digital film, it has also been released on television. And, for this campaign, the brand has roped in Mumbai’s famous Dabbawalas, who have been tasked with delivering the KFC lunch item to corporates Akali and Bijoor: Making and media houses. Amit Akali, inroads The question then and now co-founder, WYP remains the same. Is KFC trying Brand Solutions, says, too hard to position itself as a chain “I don’t think the ad people to have customers walking that can provide good lunch? While is even remotely about in anymore; but to take out as well. it has been relatively easier for rival the ‘5 in 1’ box being a QSRs are all struggling because of chain McDonald’s to establish itself healthy option.This ad the walk-ins not being that good,” as a place with a decent breakfast is purely about ‘more’ says Bijoor. menu, KFC appears to be working versus less.” Elaborating further about QSRs hard at convincing consumers to Akali feels that the working hard at getting customers look at it as a lunch-time option. villain is the lesser to come in and try new items on Rahul Shinde, managing director, quantity and not the the menu and call for these items as KFC India, tells afaqs! Reporter burger and the fries. “It’s well, Bijoor says, “QSRs are learning that the target group comprises about someone not being from the e-commerce movement, young adults in the 15-25 years happy with what he’s got and and more importantly, the food age bracket. He says, “We want to someone who’s got five items in delivery movement. Suddenly, address their needs, whether it is the box, being happy with what competition has increased, thanks their ‘meal needs’, their ‘snacking inspiration from what one would he’s got. I didn’t get anything about to all these guys who deliver needs’, or their ‘group occasions’.” typically have at home, or what our ‘health’ from this ad and I don’t lunch at your doorstep. So, every KFC, Shinde informs, revamps its mothers would cook for us. think that was the intention either,” company which is delivering food menu once a year. But, how? “By offering protein he says. at your doorstep is actually fighting Regarding his marketing (chicken) in two different flavours, Akali further adds that it’s a pure against KFC which is trying really challenges, he adds, “When starch (rice), a drink, and a dessert,” ‘promo’ ad. “It’s a pretty direct hard.” we launched Rice Bowl it was says Shinde. ‘offer’ ad, it’s a direct comparison QSRs, experts like Bijoor notice, (positioned as) a light lunch option. between two offerings,” he says. have re-invented their menus Now, we want our consumers to DE-CODING THE Throwing in a line about the and delivery patterns, and are evolve as far as their definition of MARKETING EFFORT... execution, Akali, says, “I like the reiterating their core competence ‘lunch’ goes. In the QSR space, We asked our communications music. It helps hold the film together in their ad campaigns of late. The consumers have had to compromise experts to comment on the brand’s making it more interesting.” word ‘fried’ in KFC’s brand name with fries and drinks as traditional marketing efforts. Harish Bijoor, chief executive itself connotes snacking, feels lunch or meal options. QSRs have Is KFC trying to position itself as officer, Harish Bijoor Consults Bijoor. “In India, fried stuff such as so far tried to define ‘meal’ as a QSR with a healthy meal option Inc., talks about the need for QSRs fried pakodas, for instance, imply sandwiches, fries and drinks. But, (going by the stark difference in the to ramp up given the competition snacking,” he says. Rice, on the we wanted to give our consumers a body mass index of the two actors they’re facing from the young, other hand, connotes ‘lunch’ and different meal option.” in the ad film)? Or, is it simply rapidly growing food delivery ‘meal’ in this market.n For this, he adds, his team took trying to promote a new item? segment. “It is not enough for [email protected]
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Email: [email protected], Ph : +91-8130382682 website: www.hangonimages.com INTERVIEW ARUNABH KUMAR, TVF “Digital video is brutal”
In conversation with Arunabh Kumar, YouTube installed over three lakh times, across and the ‘villager crowd’, who watch Android and iOS devices, so far. their shows. content creator and founder of online TV Established in 2010, TVF has TVF has a lot of fans in Tier II network The Viral Fever (now TVF Play). collaborated with over 40 brands cities. Our content is desi, country, including names such as Lenovo, massy and not very elite. We have By Ashwini Gangal Head & Shoulders, Flipkart and Ola. fans in places like Jaipur, Surat, Ahmedabad, Nashik, Pilani, Vellore... Edited Excerpts. in fact, we are least recognised in hanks to affordable reportedly picked up a 25 per cent How does TVF define its target Mumbai. smartphones, video stake in the company. audience? consumption on An alumnus of IIT-Kharagpur, Progressive young Indians, like TVF was born when MTV turned mobile has been Kumar became the poster boy those sitting here – (we’re perched down your idea for a TV show – a growing in India. Now, of Indian digital video rather on high stools at The Bagel Shop, charming anecdote in hindsight. Twith the coming of 4G, it threatens serendipitously. He has worked as a a funky little eatery, with an But do you think it was an to explode. Online digital video is research consultant, in Mumbai, for Americanised menu, at Carter Road, isolated instance or does it say the next big thing. Players in this the US Air Force and has assisted Bandra). Nobody here is really something about the nature of business have, consequently, been director Farah Khan on the movie waiting for the next episode of Diya the TV business? attracting considerable attention, of Om Shanti Om. When MTV rejected Aur Bati Hum (hit TV show on Star I cherish that rejection. Had they late. Usually, investor money goes to his idea for a youth-centric TV show, Plus) but they’ve all seen Game of selected my TV show, I don’t know e-commerce players, but YouTube he decided to make YouTube his Thrones and Friends. what I would be doing today. content creators are also attracting medium and started creating content In 2010-11, when I asked But yes, the rejection said attention in the big, bad VC world. for online consumption. people what their last ‘television something. It was not a one off, We bring you one such. Meet Today, the TVF Network has a memory’ is, it was either a match isolated incident. It wasn’t just Arunabh Kumar, 33, founder of subscriber base of 1.73 million on or news. The entire generation had one channel that rejected us. All The Viral Fever (TVF), an organised YouTube. TVF boasts 16 shows of stopped watching fiction-scripted the so-called youth channels in online entertainment network. In which nine are ‘TVF Originals’ and programmes on TV. I realised the country did. Everybody in the February this year, TVF raised USD seven, curated. Besides its YouTube TV had completely alienated our business had this unavoidable inertia. 10 million (`66 crore) from Tiger channel, TVF airs its shows on TVF generation. They’re more bothered There was a pattern that ran Global, an investment firm that Play, a mobile app, one that has been about the 100 million housewives, through everyone not just in the TV
20 afaqs! Reporter, April 16-30, 2 0 1 6 coverstory business, but in the entire creative zero dollar marketing budget can do community. I have a term for it it, even we can pull it off’. – ‘Creative Feudalism’. There are Frankly, our numbers are feudal lords in television, advertising stupendous. Pitchers has around four and films. These are the guys who million views per episode, as does decide everything. I had a problem Permanent Roommates. That’s like with that. a TV show with three or four TRP. But I applied my left brain. I These networks are just shocked by didn’t want to be a delusional artiste. the numbers. We at TVF have a theory – we will not be disillusioned by our own art Ours is a country of 95 per cent and will always try to do the maths single TV homes. Is digital video behind it. drawing viewers because they I remember making a work flow don’t like what they see on TV chart for MTV about how we’ll save or because they don’t have free money, time and space if we use access to TV? DSLR cameras. Half of them were It’s because there’s nothing for too uneducated to even understand them to watch on TV. I don’t think that. The other half didn’t bother to their moms will really throw a fit if read it. If you have creative choices they watch their kind of shows on to make and don’t take data-led TV. Besides, most channels air a decisions, I’ll judge you and think single episode twice or thrice. you’re foolish. Nowadays, many people are Over six months, these incidents doing away with the TV; they watch made me realise that, ‘Agar mein yeh everything on the laptop. The shift fight marta rahunga toh main boodha from TV to online is something to ho jaunga…’ I had a very stupid, be cognizant of. People don’t want naïve idea – ‘Let’s build an online appointment viewing. They want to MTV for India…’ be able to watch things whenever they Now, we actually do more original want. And they want to be able to content every month than MTV. choose what they watch. The screen no longer decides what you watch. Recently, your company was in the news for raising funds. What How much of your revenue do prompted the need for funding? you expect to get from brand What will you use it for? “There are feudal lords in TV, advertising integration (like CommonFloor. Investors appreciate the way com and Ola in Permanent we’ve achieved scale and built a and films. They decide everything.” Roommates) versus ad revenue? brand without raising money. But The ratio of brand integration to investment gives you validation that ad revenue on YouTube is around people trust this sector. It makes us Yes. In distribution-heavy by aggregating. Aggregators such 90:10. feel legitimate. businesses like television, it is more as ScoopWhoop and Buzzfeed are Brand sponsorship is our business We wanted funding partly because rewarding. You can just invest `10 brands built on the back of others’ model. We’ll work with just ten we want to make films. And partly, crore and paint the entire country red content. We don’t enjoy curating brands a year. We’ll ask them for it’s for basic, hygiene factors such with hoardings and make sure people content. very big cheques. But we’ll deep dive as proper processes; previously, we watch your show. The Indian audience is lazy. with them. didn’t have departments like human But even if you spend `200 crore YouTube is just the ‘search Some of the best examples of resources and accounts. Our website behind a web series, there’s still a destination’. People don’t want to go branded content are from TVF. A TheViralFever.com was corrupted chance no one will watch it. They onto a YouTube channel and look beer brand can’t get a better line than and we didn’t have money to fix the may sample it, but not necessarily up playlists. That’s when we decided ‘Tu Beer Hai’ – (a line from TVF’s bug. That’s why we had to change watch it. Digital video is brutal. to have a universe of TVF shows, show Pitchers; Kingfisher is being the name from TheViralFever to arranged nicely. So TVF Play is not a promoted). No agency can come up TVF Play. So now that you’ve secured platform for us. It is our community. with a line like that. And we’ve done The thing about the digital the money, what’s the next big We have a community base of almost it in much, much less than what an content business is – you can’t throw challenge? five million. We don’t want to mess agency would charge. money at a problem. People here are To return the money! There’s around with them by aggregating We make brands part of popular masters of their own domain. They pressure. Now we either go big or some crap. culture. We don’t spend `2 crore will shut you down after a minute if go home. making a 30-second ad, then spend they don’t like the show. Several TV networks have another `20 crore on it, and finally You can’t put a one page Bombay Typically, there are content launched video-on-demand when it’s played, everyone is pissing Times article and make everyone creators, aggregators and platforms (Star’s Hotstar, in their washroom. We’re not in the watch your show, like they do for platforms. You are a content Viacom18’s Voot and Zee’s Ozee) business of TV commercials, nor movies. Ours is a cultural product. creator. But by adding curated which are like libraries of their do we give passive, free commercial Tomorrow, the Uber of content content into your mix, are you TV content. Some even want to time before a show. can’t suddenly come in and start trying to turn TVF Play into a make web series. What do you In May 2013, TVF came up with giving bigger discounts and scare us platform? make of this trend? Emotional Atyachaar, 17-minute-long off. It’s not commoditised. For us, TVF Play is a community Yes, for a TV network, such an content for Freecharge. We deserve place for our loyal fans. We aggregate app is like a repository of all its TV to be given 20 times the budget of So you’re saying money is a not because we want to aggregate but shows. As for the web series all the TV commercials. But brands are still lot more rewarding in other because we’ve discovered something big guys are getting into… well, after spending 90 per cent of their budget industries as compared to the that we think our audience will love. our web series became popular, they on TVCs.n one you’re in… We’re never consciously scaling up think ‘Okay, if a bunch of kids with a [email protected]
afaqs! Reporter, April 16-30, 2 0 1 6 21 media HINDI GEC Soap Factory
Daily fiction on Hindi GECs is now lathering on for six, and sometimes seven duction quality, and storyline for a days a week. Is it a trend that’s here to stay? By Shweta Mulki show could suffer, as well as bring in talent fatigue. As such, it is the joint responsibility of the channel he Hindi GEC Colors’ fiction and production house to ensure show Naagin has been ruling that shoot schedules and storyline Tthe ratings charts for about are so tweaked that the pressure is 18 weeks now, barring the occasions eased out across the board. when the T20 World Cup matches At Balaji, we are cognizant of snatched away some eyeballs. The every aspect that goes into making show slotted for weekend prime- a gripping proposition for our time seems to have opened the gates audiences and ensure that every to weekend fiction, with most GECs partner is treated fairly.” now extending their dailies from five Is this a sustainable move for to six, and even seven days a week. channels? Kiran Konsam, agency trading head, Mindshare, says, THE ‘EXTENDED’ SHOWS “Yes. The yields are two-fold - From February 29, all weekday incremental ratings for the total fiction shows of Star Plus started channel ratings, and incremental airing Monday to Sunday. These GRP buy options to advertisers.” are Mere Angne Mein, Suhani Si Ek Konsam adds that with the Ladki, Saath Nibhana Saathiya, Ye Karn - both airing six days. exception of blockbusters and Hai Mohabbatein, Siya Ke Ram, Silsila high ticket events, weekends had Pyaar Ka, Diya Aur Baati Hum, Ye BEHIND THE MOVE... a comparatively lower viewership, Rishta Kya Kehlata Hai, Tamanna, Commenting on this strategic long supporting the belief that and Dahleez. The channel has ear- decision, Manisha Sharma, pro- viewing is lower on weekends. lier done this sporadically - with six gramming head, Colors, says, “The TVRs that these shows in 2014, and two shows in “Airing a show on all seven days programmes have now managed to 2015 getting stretched to weekends. a week is an instant fix on overall garner, could have been more due But, it is only now in 2016, that all channel ratings. For Indian view- to a lack of good viewing content its 10 fiction dailies have got this ers, having these shows even on options,” he says. extension, and have occupied slots weekends gives them an all-round In most cases, fresh content emptied by non-fiction shows such entertainment experience - a mix is replacing repeat content on as Aaj Ki Raat Zindagi, On Air With of fiction and non-fiction. It also weekend. This implies increased AIB, and weekend movies as well. enables us to experiment with the costs. Has this move seen Colors has extended telecast show’s storyline and high points.” enough traction from advertisers time for three of its six fiction Sharma adds, “Our early to justify the added expenditure? shows. Thapki Pyar Ki and Sasural primetime shows have been airing Calling Colors’ Naagin the game- Konsam explains, “The way FCT changer here, Vanita Keswani, (Free Commercial Time) fill Weekend prime-time show, Naagin has CEO of Madison Media Sigma, levels are seen in these channels, says, “Channels have tried and not it looks like there is enough opened the gates to weekend fiction. succeeded so far with weekend soap traction from advertisers. In programming, because somehow, a sense, it gives more proven Simar Ka air six days a week, while six days a week for a while, and have weekends have not been fiction- options for advertisers to buy Ishq Ka Rang Safed began airing all garnered strong viewer support and format friendly. I think Naagin GRPs from.” seven days from March 27. feedback which has encouraged us changed the name of the game of Keswani says, “Advertiser trend Zee TV made this move early, to continue partaking in this trend.” weekend GEC fiction. The show follows the viewership trend. Since by the end of 2015, extending A Star India spokesperson is occult - its unique supernatural the ratings of weekend GECs for its Monday-to-Friday fiction in says, “Our prime-time shows and content has taken off very well. such shows have really done well the 7-9 pm band to Saturdays. characters are immensely popular Its time-slot was just before Bigg for the channels, advertiser support Two of its shows Satrangi Sasural with a very loyal following, so we Boss, which always had a good is not a problem.” and Sarojini were already on air decided to take them closer to the viewership on weekends. Star Dnyanada Chaudhari, managing six days a week, but properties viewers by airing all shows seven Plus’ (its fiction shows, too, have partner, Publicis Media, says, such as Kala Teeka, Qubool Hai, days. This step has re-defined been extended to weekends) prime “The strategy to extend weekday Tashn-e-Ishq and Jamai Raja were audience viewing habits with weekday mythological show Siya programming to weekends also extended post the launch of the channel’s Sunday primetime Ke Ram is doing well.” is yet another tactic to increase Sunehra Shaniwar. As a result, its viewership growing twice with four sustainable stickiness. Weekends weekend show Neeli Chatri Waale of the top six shows on Sundays THE SIDE-EFFECT are well-known to be low-hanging had to shift to Sunday, 8 pm. belonging to Star Plus.” How does this change impact opportunity. While the channels Sony Entertainment Television According to Pradeep Hejmadi, production quality and talent may be able to retain the same has stuck to the Monday-to- Zee TV’s business head, extending issues? Ekta Kapoor, CEO, Balaji viewers over longer time, the Friday schedule for its fiction the channel’s weekday primetime Telefilms, says, “Airing a show downside is that loyalty comes content, with the exception of two properties to Saturdays was to seven days a week increases the at the cost of building newer mythologicals - Sankat Mochan “give its audiences more, and bring pressure on the overall quality of audiences.” n Mahabali Hanuman and Suryaputra protagonists closer to the viewers.” content, owing to which the pro- [email protected]
22 afaqs! Reporter, April 16-30, 2 0 1 6 nd media HINDI GEC 2EDITION Soap Factory FOXGLOVE AWARDS 2016 Daily fiction on Hindi GECs is now lathering on for six, and sometimes seven duction quality, and storyline for a days a week. Is it a trend that’s here to stay? By Shweta Mulki show could suffer, as well as bring TO ACKNOWLEDGE YOUNG AGENCIES LESS THAN 10 YEARS OLD. in talent fatigue. As such, it is the joint responsibility of the channel he Hindi GEC Colors’ fiction and production house to ensure show Naagin has been ruling that shoot schedules and storyline Tthe ratings charts for about are so tweaked that the pressure is 18 weeks now, barring the occasions eased out across the board. when the T20 World Cup matches At Balaji, we are cognizant of snatched away some eyeballs. The every aspect that goes into making show slotted for weekend prime- a gripping proposition for our time seems to have opened the gates audiences and ensure that every to weekend fiction, with most GECs partner is treated fairly.” now extending their dailies from five Is this a sustainable move for to six, and even seven days a week. channels? Kiran Konsam, agency Being less than trading head, Mindshare, says, THE ‘EXTENDED’ SHOWS “Yes. The yields are two-fold - From February 29, all weekday incremental ratings for the total fiction shows of Star Plus started channel ratings, and incremental airing Monday to Sunday. These GRP buy options to advertisers.” are Mere Angne Mein, Suhani Si Ek Konsam adds that with the Ladki, Saath Nibhana Saathiya, Ye Karn - both airing six days. exception of blockbusters and Hai Mohabbatein, Siya Ke Ram, Silsila high ticket events, weekends had 10 years Pyaar Ka, Diya Aur Baati Hum, Ye BEHIND THE MOVE... a comparatively lower viewership, Rishta Kya Kehlata Hai, Tamanna, Commenting on this strategic long supporting the belief that and Dahleez. The channel has ear- decision, Manisha Sharma, pro- viewing is lower on weekends. lier done this sporadically - with six gramming head, Colors, says, “The TVRs that these shows in 2014, and two shows in “Airing a show on all seven days programmes have now managed to 2015 getting stretched to weekends. a week is an instant fix on overall garner, could have been more due But, it is only now in 2016, that all channel ratings. For Indian view- to a lack of good viewing content its 10 fiction dailies have got this ers, having these shows even on options,” he says. doesn't hurt. extension, and have occupied slots weekends gives them an all-round In most cases, fresh content emptied by non-fiction shows such entertainment experience - a mix is replacing repeat content on as Aaj Ki Raat Zindagi, On Air With of fiction and non-fiction. It also weekend. This implies increased AIB, and weekend movies as well. enables us to experiment with the costs. Has this move seen Colors has extended telecast show’s storyline and high points.” enough traction from advertisers time for three of its six fiction Sharma adds, “Our early to justify the added expenditure? shows. Thapki Pyar Ki and Sasural primetime shows have been airing Calling Colors’ Naagin the game- Konsam explains, “The way FCT changer here, Vanita Keswani, (Free Commercial Time) fill Weekend prime-time show, Naagin has CEO of Madison Media Sigma, levels are seen in these channels, says, “Channels have tried and not it looks like there is enough It rewards. opened the gates to weekend fiction. succeeded so far with weekend soap traction from advertisers. In programming, because somehow, a sense, it gives more proven Simar Ka air six days a week, while six days a week for a while, and have weekends have not been fiction- options for advertisers to buy Ishq Ka Rang Safed began airing all garnered strong viewer support and format friendly. I think Naagin GRPs from.” seven days from March 27. feedback which has encouraged us changed the name of the game of Keswani says, “Advertiser trend Zee TV made this move early, to continue partaking in this trend.” weekend GEC fiction. The show follows the viewership trend. Since by the end of 2015, extending A Star India spokesperson is occult - its unique supernatural the ratings of weekend GECs for its Monday-to-Friday fiction in says, “Our prime-time shows and content has taken off very well. such shows have really done well the 7-9 pm band to Saturdays. characters are immensely popular Its time-slot was just before Bigg for the channels, advertiser support ENTRIES OPEN Two of its shows Satrangi Sasural with a very loyal following, so we Boss, which always had a good is not a problem.” and Sarojini were already on air decided to take them closer to the viewership on weekends. Star Dnyanada Chaudhari, managing six days a week, but properties viewers by airing all shows seven Plus’ (its fiction shows, too, have partner, Publicis Media, says, such as Kala Teeka, Qubool Hai, days. This step has re-defined been extended to weekends) prime “The strategy to extend weekday LAST DATE OF ENTRIES APRIL 30, 2016 Tashn-e-Ishq and Jamai Raja were audience viewing habits with weekday mythological show Siya programming to weekends also extended post the launch of the channel’s Sunday primetime Ke Ram is doing well.” is yet another tactic to increase Sunehra Shaniwar. As a result, its viewership growing twice with four sustainable stickiness. Weekends weekend show Neeli Chatri Waale of the top six shows on Sundays THE SIDE-EFFECT are well-known to be low-hanging had to shift to Sunday, 8 pm. belonging to Star Plus.” How does this change impact opportunity. While the channels www.foxgloveawards.com Sony Entertainment Television According to Pradeep Hejmadi, production quality and talent may be able to retain the same has stuck to the Monday-to- Zee TV’s business head, extending issues? Ekta Kapoor, CEO, Balaji viewers over longer time, the Friday schedule for its fiction the channel’s weekday primetime Telefilms, says, “Airing a show downside is that loyalty comes CATEGORIES: Print | Design | Ambient Media | Direct Marketing | Film | Digital | Brand Activation & Promotion | Public Relations content, with the exception of two properties to Saturdays was to seven days a week increases the at the cost of building newer mythologicals - Sankat Mochan “give its audiences more, and bring pressure on the overall quality of audiences.” n Mahabali Hanuman and Suryaputra protagonists closer to the viewers.” content, owing to which the pro- [email protected] For registration enquiries contact: Diksha Seth : [email protected] | +91 9654830675 22 afaqs! Reporter, April 16-30, 2 0 1 6 For sponsorship contact: Samarjit Singh : [email protected] | +91 9811436040 presents campaigntrail New campaigns across television, print, out-of-home and digital media. VIDEOS
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ZIVAME VIP BAGS The online lingerie store released a digital campaign Introducing VIP’s new tagline ‘When you are very focusing on solutions for the lingerie shopping woes that important’, the ad stars brand ambassador Hrithik Roshan most women face across the country. The campaign, who fights off goons with his VIP strolley during a brutal HAYWARDS 5000 comprising two television commercials, shows the upside of face off on the streets. The brand’s ‘Naa Se Haan Tak’ campaign showcases buying bras online. the challenges faced by an aspiring entrepreneur while announcing the second season of its national Creative Agency: Famous Innovations Creative Agency: Whyness Worldwide entrepreneurial program. Creative Agency: Ogilvy & Mather
DOLBY AUDIO QUIKR SAMSUNG Audio brand Dolby Audio released it’s first ever TVC in Quikr rolled out the Doorstep feature on its app, mobile Introducing the new range of Samsung Galaxy J3 phones India during the T2O Cricket World Cup. The campaign and desktop site, as well as Quikr NXT. Focusing on this, with bike mode feature, the company has rolled out an ad shows how the brand rescues the Chaubey family by the e-commerce platform has launched a campaign titled featuring Bollywood actor Shahid Kapoor. The ad has been bringing stadium like experience at home with the new ‘Introducing Quikr Doorstep for Buyers’, showing how designed in a manner which makes it look more like a range of Dolby audio speakers. people can actually buy and sell with Quikr within the bike ad. The special feature offered by the new phones is convenience of their homes. revealed only at the end.
Creative Agency: Interface Communication
PRINT AMARA UNITED COLORS OF BENETTON Real estate Promoting gender developer Lodha equality and women’s Group’s print safety, fashion brand ad featuring United Colors of Bollywood couple Benetton rolled out a Akshay Kumar and print campaign titled, Twinkle Khanna ‘United by Don’ts’. The promotes its new campaign is based project Amara in on five key priorities AMUL Thane, Mumbai. for gender equality: The milk and milk products company released a new sustainable livelihood, print ad taking a dig at the Indian cricket team after non-discrimination and their unsuccessful stint at the recently concluded T20 equal opportunities, World Cup. The ad features cricketer Virat Kohli with the quality education, rest of the team sitting behind him with a satirical tag access to healthcare line ‘Kohli ke peeche kaun hai.’ and combating violence. Creative Agency: daCunha Communications Creative Agency: Creativeland Asia
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24 afaqs! Reporter, April 16-30, 2 0 1 6 presents campaigntrail New campaigns across television, print, out-of-home and digital media. VIDEOS
THE MOST AUDACIOUS AD planetradiocity.com/AUDACITY be heard
ZIVAME VIP BAGS The online lingerie store released a digital campaign Introducing VIP’s new tagline ‘When you are very focusing on solutions for the lingerie shopping woes that important’, the ad stars brand ambassador Hrithik Roshan most women face across the country. The campaign, who fights off goons with his VIP strolley during a brutal HAYWARDS 5000 comprising two television commercials, shows the upside of face off on the streets. The brand’s ‘Naa Se Haan Tak’ campaign showcases buying bras online. the challenges faced by an aspiring entrepreneur while announcing the second season of its national Creative Agency: Famous Innovations Creative Agency: Whyness Worldwide entrepreneurial program. Creative Agency: Ogilvy & Mather
DOLBY AUDIO QUIKR SAMSUNG Audio brand Dolby Audio released it’s first ever TVC in Quikr rolled out the Doorstep feature on its app, mobile Introducing the new range of Samsung Galaxy J3 phones India during the T2O Cricket World Cup. The campaign and desktop site, as well as Quikr NXT. Focusing on this, with bike mode feature, the company has rolled out an ad shows how the brand rescues the Chaubey family by the e-commerce platform has launched a campaign titled featuring Bollywood actor Shahid Kapoor. The ad has been bringing stadium like experience at home with the new ‘Introducing Quikr Doorstep for Buyers’, showing how designed in a manner which makes it look more like a range of Dolby audio speakers. people can actually buy and sell with Quikr within the bike ad. The special feature offered by the new phones is convenience of their homes. revealed only at the end.
Creative Agency: Interface Communication
PRINT AMARA UNITED COLORS OF BENETTON Real estate Promoting gender developer Lodha equality and women’s Group’s print safety, fashion brand ad featuring United Colors of Bollywood couple Benetton rolled out a Akshay Kumar and print campaign titled, Twinkle Khanna ‘United by Don’ts’. The promotes its new campaign is based project Amara in on five key priorities AMUL Thane, Mumbai. for gender equality: The milk and milk products company released a new sustainable livelihood, print ad taking a dig at the Indian cricket team after non-discrimination and their unsuccessful stint at the recently concluded T20 equal opportunities, World Cup. The ad features cricketer Virat Kohli with the quality education, rest of the team sitting behind him with a satirical tag access to healthcare line ‘Kohli ke peeche kaun hai.’ and combating violence. Creative Agency: daCunha Communications Creative Agency: Creativeland Asia
Got some great campaign that has been published recently? Upload it on afaqs! for the world to see. Visit: www.afaqs.com/advertising/creative_showcase
24 afaqs! Reporter, April 16-30, 2 0 1 6 pointsofview Have timely ads replaced timeless ads? Of late, brands such as Pepsi, Havells and Yatra.com seem to be drawing inspiration more from headlines than from evergreen consumer insights. Are timeless ideas fading away? By Suraj Ramnath BOBBY PAWAR, GOVIND PANDEY, KAWAL SHOOR, RANA BARUA, Managing Director and Chief Creative Chief Executive Officer, Founding Partner, Chief Operating Officer, Officer, South Asia, Publicis Worldwide TBWA The Womb Contract Advertising
NO, I DON’T THINK TODAY, THE INDIA IS FULL OF SOCIAL TOPICALITY MAKES IT SO. ONLY A FEW ADS WHOLE MINDSET PROBLEMS. MAYBE EASY FOR A PERSON HAVE BEEN TOPICAL IN IS OF BEING IN A TOMORROW YOU’LL WATCHING AN AD NATURE. BY AND LARGE, CONVERSATION WITH SEE AN AD ON THE ON TV TO RELATE MOST COMMUNICATION YOUR CUSTOMERS WATER PROBLEM IN TO IT. WHILE THERE IS BASED ON BRAND ON A REAL TIME OR MAHARASHTRA. THEN IS STORYTELLING PROBLEMS. BUT IF A ONGOING BASIS. THERE ARE TOPICAL EVERYWHERE, brand reacts to what is going These insights can make your ads based on larger cultural connecting to a large audience on, it’s great. Sometimes brand a part of the conversations shifts like, say, on the nature is easier and quicker when you brands can take advantage that are emerging. It keeps of parenting. Advertising show an analogy or a direct of what’s happening in the brand relevant and in may not have a responsibility connection to real life. That popular culture and be a part conversation with the customer. I towards society but if it can makes it easy to understand of it. It has always been a don’t think it is a negative trend. contribute positively, then the communication immediately. phenomenon/trend. Some of It is the way it is. You fix the it’s good. What’s important to I wouldn’t say people are the greatest pieces of work brand platform once. And then, remember is that entertaining capitalising on current affairs; have happened as a reaction on an ongoing basis, to be a part the society is a good thing rather, I’ll say they are making to what’s been going on in of the conversation, you need to because there is enough their communication easy to popular culture. keep connecting with whatever is trouble anyway… why not relate to. emerging. have a laugh with topical ads?
26 afaqs! Reporter, April 16-30, 2 0 1 6 advertising ADLABS ENTERTAINMENT Ensuing Envy The brand has launched a new identity ahead of upcoming summer vacations. By News Bureau
dlabs Entertainment (Adlabs) has changed the Abrand identity for its chain of amusement parks just ahead of the summer vacations. With a one- brand-one-destination approach, the theme park, water park, and the soon-to-be launched snow park will now have a new identity, all under the brand name Imagica. Adlabs Entertainment’s flagship brand Imagica, unveiled its new branding at Khopoli, Maharashtra. The new logo represents Imagica as a one-stop holiday destination, with all its brands under the single brand name of Imagica, and carrying the tagline ‘Badi Interesting Jagah Hai’. Although all the properties will now be under one brand, the individual properties will continue to carry their own logos as well -- the stars represent the theme park, the splash of water represents the water park, and the snowflakes represent the soon-to-be-launched snow park. The old (above) and new logos The company has released an ad highlighting the new brand message. The digital film is a quirky take on The new logo how human beings are a lucky species and get to do so many interesting represents Imagica things in life. Imagica uses the story as a one-stop to establish itself as ‘Badi Interesting Bagla and Chhabra: Action-packed Jagah Hai’ in a fun way. holiday destination. Commenting on the new brand establish Imagica as a unique and Located on the Mumbai-Pune identity, Kapil Bagla, chief executive created to fulfil this requirement. We interesting destination. We are not in Expressway, Imagica is a project officer, Adlabs Entertainment, says, want our consumers to not just come the business of theme parks. We are of Adlabs Entertainment Limited “Over three years, we have seen to a park, but to a magical destination in the business of feeding people’s (AEL), promoted by Manmohan people come in anticipation and go that is sure to mesmerise and make imagination with magical experiences Shetty. It is a holiday destination back smiling, carrying back with them return.” at the park. We are focussed and which offers a number of experiences them some happy moments. We have Harjeet S Chhabra, chief marketing committed towards delivering a in one place through its theme park, a scarcity of entertainment options officer, Adlabs Entertainment, says, magical day that will be etched in the water park, snow park, and its hotel.n across India, and Imagica has been “The refreshed brand promise will memory of our guests forever.” [email protected]
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afaqs! Reporter, April 16-30, 2 0 1 6 27 advertising FROOTI Oh, So Naughty Frooti’s 2016 summer campaign is a funky new rendition of the #TheFrootiLife, a catchphrase launched last year. By Suraj Ramnath
uck it-a, Lick it-a’ continues to be Frooti’s mantra even as Sit launches its new campaign featuring Shah Rukh Khan. Building on its catchphrase #TheFrootiLife launched last year, the mango drink’s latest ad has been conceptualised by Sagmeister & Walsh. In the initial part of the campaign, only a teaser was launched in which Shah Rukh Khan opens a door to be greeted by a group of people chanting “Chase the Mango, Choos the Mango”. Khan shuts the door, only to be accosted by a kid dressed like a monk, who hands him a bottle on which is written ‘The Frooti Life’. Khan tries hard to open the door without success when he suddenly remembers the mantra ‘Suck it-a, Lick it-a’. He repeats the words, licks the doorknob and gulps the Frooti potion. That’s where the teaser ends with a ‘To Be Continued’. In the second part of the commercial, after drinking Frooti, “Khan’s charm is Khan ends up in a fantasy world endearing and fits in where people are dancing to the tune with the brand’s new of ‘Chase the Mango...’. Over there, Khan again sees the kid monk and ethos, which is bold follows him to find more Frooti. and contemporary.” He is suddenly transported back NADIA CHAUHAN to reality where he finds himself facing the camera and the crew. The Namchu, Abraham and Vardarajan: Beyond basics commercial ends with Khan telling us to ‘Live the Frooti Life’. creative officer, Havas Worldwide, light of the many competitors in this treatment and the abundant use of Commenting on the campaign says, “Mango adds ‘colour’ to an category.” computer graphics is in complete launch, Nadia Chauhan, joint otherwise mundane life seems to be Abraham finds the tagline ‘Live contrast to the imagery that Maaza managing director and chief the message. The execution is quite the Frooti life’ a bit vague and clichéd. and Slice employ. It will definitely marketing officer, Parle Agro, says, Frooti-like, an attempt to make it as “I get a sense of having seen this idea stand out, but I’m not sure if this will “With this campaign, we aim to give psychedelic as possible. Also, I found territory before and in execution, be persuasive.” consumers a peep inside the Frooti the film a tad difficult to understand it isn’t as cut through. The ad is a Independent brand consultant Life where anything and everything in the first viewing and the treatment bit lacking as far as the idea and the Anand Vardarajan’s opinion about could happen. (Shah Rukh) Khan’s is too artificial for a fruit drink.” execution is concerned,” he says. the ad is not much different. “The charm is endearing and fits in So, what’s the takeaway from the So, will Frooti be able to stand creative is tired. There is no freshness with the brand’s new ethos, which ad? Says Saji Abraham, executive out in the clutter of mango drinks in it. As for standing out amidst the is bold and contemporary, yet is director, Lowe Lintas, “The ad is in the market especially when the clutter, the use of computer graphics innocently naughty and has a sense perhaps an attempt to move away competition rises from Maaza, Slice, may help a little, but it cannot replace of familiarity.” from the basic benefits of mango/ and other similar brands? creativity. I’m not sure if it will do mango drinks to something abstract, Namchu says, “Frooti advertising much for the brand unless it spends COLOURFUL, BUT a sense of belonging to a club of has always stood out in the clutter a lot and gets high SOV, though ABSTRACT Frooti drinkers. Its intent seems to of other mango drinks, even in the (Shah Rukh) Khan may grab adult On the message and creative exe- be to go beyond just the benefits of days of the Pooja Bedi commercials. eyeballs.” n cution, Nima Namchu, chief the ingredient to a broader area in The cut-out figures, the psychedelic [email protected]
28 afaqs! Reporter, April 16-30, 2 0 1 6 advertising advertising FROOTI THOMAS COOK DOORDARSHAN Oh, So Naughty Young at Heart Personalised Frooti’s 2016 summer Viewing campaign is a funky The travel and tour company’s campaign targets senior citizens who wish The service lets users watch DD new rendition of the to travel and explore the world. By News Bureau channels on mobile without #TheFrootiLife, a internet. By News Bureau catchphrase launched last year. ublic broadcaster Doordarshan’s (DD) digital arm Digital Terrestrial Television By Suraj Ramnath Pservices, has started operations to provide mobile TV to users in 16 cities. The service uck it-a, Lick it-a’ continues which is free of cost, does not require an inter- to be Frooti’s mantra even as net connection, but needs a dongle that can be Sit launches its new campaign bought separately to catch DD signals. featuring Shah Rukh Khan. Building Elaborating on the technology, Doordarshan on its catchphrase #TheFrootiLife says that it will be made available via DVB T2 launched last year, the mango drink’s (Digital Video Broadcasting Terrestrial Two) latest ad has been conceptualised by dongles, which can be plugged into on-the-go Sagmeister & Walsh. (OTG)-supported smartphones and tablets to In the initial part of the campaign, view DD channels. Apart from the dongle, WiFi only a teaser was launched in which dongles used in moving vehicles, and TV sets that Shah Rukh Khan opens a door to have a built in DVB-T2 Tuner known as integrated be greeted by a group of people digital TV chanting “Chase the Mango, Choos the (iDTV), can Mango”. Khan shuts the door, only also be used to be accosted by a kid dressed like to avail this a monk, who hands him a bottle on ge is just a number. Centred by Rahul Nangia while Reuel service. which is written ‘The Frooti Life’. around this thought is travel Benedict has composed the music. An official Khan tries hard to open the door Aand tour company Thomas Speaking about the campaign, statement without success when he suddenly Cook’s latest campaign ‘Never Too Abraham Alapatt, president and says that remembers the mantra ‘Suck it-a, Old To Travel’. The campaign, group head, marketing, service while iDTV Lick it-a’. He repeats the words, licks which targets India’s senior quality, financial services and tuners are the doorknob and gulps the Frooti citizens, was launched following an innovation, Thomas Cook India, available in potion. That’s where the teaser ends internal research conducted by the says, “Silver Breaks is yet another television with a ‘To Be Continued’. company. According to the study endeavour from Thomas Cook sets from In the second part of the “Khan’s charm is it was found that senior citizens, to continue its innovative and brands such commercial, after drinking Frooti, who have ample time and adequate pioneering legacy in products and as Sony, LG, Panasonic and Samsung, the DVB Khan ends up in a fantasy world endearing and fits in disposable income are as fit to marketing. This is not only a T2 dongles are available on online shopping sites where people are dancing to the tune with the brand’s new enjoy the pleasures of travelling as great product, but a great service such as Flipkart, eBay, and Snapdeal. of ‘Chase the Mango...’. Over there, any other traveller who is perhaps for those who really need the care The service requires the user to download the Khan again sees the kid monk and ethos, which is bold younger. and comfort while travelling alone ‘TV-On-Go Doordarshan India’ Android app, follows him to find more Frooti. and contemporary.” The company then came up or to unfamiliar places especially and then plug the dongles into the smartphones He is suddenly transported back with a unique initiative called Silver at an age when everything is and tablets to receive DD signals. Once the NADIA CHAUHAN to reality where he finds himself Breaks, a holiday plan especially a challenge. With easy-paced installation of the software is complete, there is Namchu, Abraham and Vardarajan: Beyond basics facing the camera and the crew. The designed for senior citizens in itineraries, we are encouraging no internet connection needed. So, apart from commercial ends with Khan telling India, keeping in mind their needs people to travel the world, no the one time investment on the dongle, viewers us to ‘Live the Frooti Life’. creative officer, Havas Worldwide, light of the many competitors in this treatment and the abundant use of and requirements. matter what your age is.” have no extra expenditure. Commenting on the campaign says, “Mango adds ‘colour’ to an category.” computer graphics is in complete The two films, which depict Commenting about the TVC, The 16 cities this service has currently started launch, Nadia Chauhan, joint otherwise mundane life seems to be Abraham finds the tagline ‘Live contrast to the imagery that Maaza how elderly people can indulge in Rahul Nangia, joint national operations in are Delhi, Mumbai, Kolkata, managing director and chief the message. The execution is quite the Frooti life’ a bit vague and clichéd. and Slice employ. It will definitely safe, secure and hassle-free travel, Nangia and Alapatt: creative director, Law & Kenneth Chennai, Guwahati, Patna, Ranchi, Cuttack, marketing officer, Parle Agro, says, Frooti-like, an attempt to make it as “I get a sense of having seen this idea stand out, but I’m not sure if this will have been conceptualised by Law Wanderlust Saatchi & Saatchi, adds, “The film Lucknow, Jalandhar, Raipur, Indore, Aurangabad, “With this campaign, we aim to give psychedelic as possible. Also, I found territory before and in execution, be persuasive.” & Kenneth Saatchi & Saatchi. Both features real people in their real Bhopal, Bengaluru, and Ahmedabad. consumers a peep inside the Frooti the film a tad difficult to understand it isn’t as cut through. The ad is a Independent brand consultant films separately portray how an old man and an voices. The idea was to capture them minutes The statement adds, “Public and private Life where anything and everything in the first viewing and the treatment bit lacking as far as the idea and the Anand Vardarajan’s opinion about old lady, who marry early, spend the better part of before they are about to leave for their first transportation vehicles and public places are could happen. (Shah Rukh) Khan’s is too artificial for a fruit drink.” execution is concerned,” he says. the ad is not much different. “The their lives fulfilling responsibilities towards their international trip. This is a moment when they potential environments for mobile television. charm is endearing and fits in So, what’s the takeaway from the So, will Frooti be able to stand creative is tired. There is no freshness respective families. They miss out on leading the are reflective about milestones in their life, before With Digital Terrestrial Television Transmission, with the brand’s new ethos, which ad? Says Saji Abraham, executive out in the clutter of mango drinks in it. As for standing out amidst the life or travelling to the places that they had wished they embark on another milestone event.” everybody will watch the same content at the is bold and contemporary, yet is director, Lowe Lintas, “The ad is in the market especially when the clutter, the use of computer graphics to once upon a time. Now in the autumn of their Thomas Cook (India) is an integrated travel same time, and it guarantees everyone the same innocently naughty and has a sense perhaps an attempt to move away competition rises from Maaza, Slice, may help a little, but it cannot replace lives, the elderly couple can discover and explore and travel-related financial services company level of service since they are all bathed in the of familiarity.” from the basic benefits of mango/ and other similar brands? creativity. I’m not sure if it will do the world like never before, thanks to the Silver offering a broad spectrum of services that include same signal.” mango drinks to something abstract, Namchu says, “Frooti advertising much for the brand unless it spends Breaks programme. foreign exchange, corporate travel, MICE, leisure Currently, DD National, DD News, DD COLOURFUL, BUT a sense of belonging to a club of has always stood out in the clutter a lot and gets high SOV, though The commercials, which have been produced travel, insurance, visa and passport services and Bharati, DD Sports, and DD Regional (DD ABSTRACT Frooti drinkers. Its intent seems to of other mango drinks, even in the (Shah Rukh) Khan may grab adult by Imran Khan and Juniad Hereker of Light Box e-business. The company set up its first office in Kisan) are the channels being relayed on this On the message and creative exe- be to go beyond just the benefits of days of the Pooja Bedi commercials. eyeballs.” n films will be aired in cinemas, on TV, and on India in 1881. n service. n cution, Nima Namchu, chief the ingredient to a broader area in The cut-out figures, the psychedelic [email protected] digital platforms. The films have been directed [email protected] [email protected]
28 afaqs! Reporter, April 16-30, 2 0 1 6 afaqs! Reporter, April 16-30, 2 0 1 6 29 advertising GOAFEST 2016 Winners Take All JWT India has won the highest number of metals this year - 47. These include 5 Gold, 21 Silver and A QUICK LOOK 21 Bronze Award. By Suraj Ramnath A quick look at the categories and sub-categories these agencies won their Gold awards in, and the brands and campaigns they won them for. FILM CRAFT of Copy – Volkswagen - Ode to the bug No. of Golds in this category: 1 3. Experience Commerce - Cat 18J 1. Early Man Film - Cat 23a : Direction - c: Digital Abby - Integrated Digital Ambuja Cement - Ambuja Khali 75 Campaign - Cause related – Lenovo - #PitchToHer PRINT SINGLE No. of Golds in this category: 2 DESIGN 1. Contract Advertising - Cat 5A: No. of Golds in this category: 4 Household and Business appliances 1. McCann India - Cat 17f: Use - CCTV Camera - CCTV: Bank, Office, of Design in posters: film, event, Parking lot corporate, traditional poster - DABUR 2. Dentsu Creative Impact - Cat 15A: GASTRINA - FRENCH HORN Public Service, Appeals and Charity 2. Alok Nanda and Company - Alzheimer’s and Related Disorders (Communications) - Cat 17g: Society of India – Soccer Publications, Books, diaries, newspapers, magazines - Filter Press - FILM SINGLE Painful People n April 9, the last lot of No. of Golds in this category: 2 3. Publicis Communications - Cat 17l: Creative Abby Awards 1. DDB Mudra Group - Statement Best integrated Design Campaign Owas announced. In all, 419 of Film Single: Cat 6B: Automotive using 2 or more Design Sub-Categories metals were given away this year. Vehicles and Accessories – (From categories 17a to 17k only) These include 38 Gold awards, 134 Volkswagen - Ode to the bug e.g Packaging and identity - Nerolac Silver awards and 245 Bronze awards 2. Publicis Communications - Impressions - Nerolac Calendar and a new award was introduced Statement of Film Single: Cat 9B: 4. Out of the Box - Cat 17o: Use of named Best of Category. Illustration - Mother’s Pride/Marvel Categories in which maximum Household Products and Maintenance Group - The Prodigies of Mother’s Golds were given include Public - Ambuja Cements Limited - A Giant’s Relations (8) and Design (4). Three Story Pride Gold Abbys were given away in Winning agencies pose with the Abby INTEGRATED AMBIENT MEDIA Publication and Digital categories to celebrate their victory each followed by Print Single, Film No. of Golds in this category: 2 No. of Golds in this category: 1 Single and Integrated categories with Advertising, Dentsu Webchutney, 1. DDB Mudra Group - Cat 15E: Public 1. JWT - Cat 16c: Special build - Eye two Golds. Film Craft, Ambient Early Man Film, Experience Service, Appeals and Charity - Unicef, Bank Co-ordination and Research Media and the newly introduced Commerce, Happy Creative Services, India - Paheli Ki Saheli Centre - Fountain of sight categories Young and Gender McCann Worldgroup, Out of the 2. Publicis Communications - Cat 9E: Sensitive were given away one Gold Box, R K Swamy BBDO, Scarecrow Household Products and Maintenance YOUNG award each. Communications and Star India won - Ambuja Cements Limited - A Giant’s No. of Golds in this category: 1 The maximum number of metals a Gold each. Story 1. JWT -Cat 27 : Young Abby - Gender were given away in the Digital From a number-of-metals Violence - Question, Kidding, Old category (41), followed by Design standpoint, in the Creative Abby DIGITAL Fashioned (40). Tally List, the top organisations No. of Golds in this category: 3 In the Creative Abby Tally List, the of 2016 include JWT India (47), 1. R K SWAMY BBDO - Cat 18C GENDER SENSITIVE top four organisations of 2016 include Taproot Dentsu (40) and Contract a: Videos - skymetweather.com - No. of Golds in this category: 1 #HelpTheFarmer 1. Hectic Content - Cat 26: Gender The maximum number of metals were 2. DDB Mudra Group - Cat 18I b: Use Sensitive – Anouk - The Calling given away in the Digital category (41),
followed by Design (40). Awards. Commerce, McCann India, Alok JWT India (5 Golds), DDB Mudra Advertising (26). DDB Mudra On Day Three of Goafest 2016 Nanda Company (Communications), (4 Golds), Publicis Communications Group and Dentsu Creative Impact dated April 9, 17 Gold awards, 67 Out of the Box, JWT and Hectic (4 Golds) and Jagran Prakashan stood fourth with 23 metals each. Silver Awards and 128 Bronze awards Content. (3 Golds). Cheil India, Dentsu JWT India’s 47 metals include 5 were given away. There was no Grand Prix award Creative Impact, Taproot Dentsu Gold, 21 Silver and 21 Bronze. Day Three Gold Winners include winner this year but the newly and Colombo based agency Taproot Dentsu’s 40 metals the following agencies: Early Man introduced Best of Category award Sarva Integrated won two Golds include 2 Gold, 19 Silver and 19 Film, Contract Advertising, Dentsu went to Publicis Communications each. Alok Nanda and Company Bronze Awards. Creative Impact, DDB Mudra for Ambuja Cements Limited (A (Communications), Brave New Contract India’s 26 metals include Group, Publicis Communications, Giant’s Story). n World Communications, Contract one Gold, nine Silver and 16 Bronze R K Swamy BBDO, Experience [email protected]
30 afaqs! Reporter, April 16-30, 2 0 1 6 advertising
GOAFEST 2016 GOAFEST 2016 Jagran JWT Shines Prakashan Wins The agency won the Abbys under radio single, public relations and brand activation categories. By Suraj Ramnath It is the only publication to sweep all Gold metals. By Suraj Ramnath
look at this year’s Publisher Abby win- ners. Jagran Prakashan’s Dainik Jagran Aswept the Abbys with three Gold awards. The first Gold was won for its campaign titled ‘Preparing the City for the Unknowable’ in the Best Marketing of a Printed Newspaper/Edition cat- egory.
n the Radio Single category, JWT went on Jagran Prakashan’s team celebrates to win a Gold for the Godrej Dual Video The second Gold was won for its ‘Aligarh Lake IDoor Phone (MAMA) in sub-category 5c: Campaign: A Newspaper Acts as a Galvanising Force Household and Business Appliances. to Revive a Dying Lake’ in the Best Promotion Of In the Print Craft category, Taproot Dentsu a CSR/Cause Related Marketing Initiative In bagged a Gold Abby for Indian Outdoor Traditional or Online Space category. The third Advertising Association (Newspaper Works Best Gold, too, went to the ‘Aligarh Lake Campaign: In Outdoor; Radio Works Best In Outdoor; A Newspaper Acts as a Galvanising Force to Revive Television Works Best In Outdoor; Digital Works a Dying Lake’ in the Best Publishing Brand Best In Outdoor) in sub-category 24G: Best Use Winning teams rejoice Activation category. of Photography. Jagran Prakashan went on to win 10 metals In the Broadcaster category, Star India won a Cements (A Giant’s Story) in sub-category 22s: this year with three Golds, four Silvers and three Gold Abby for Star Sports (Mauka Mauka) in sub- Celebrity Endorsement. Bronze.n category 8: Best TV Sports Channel Programme In the Direct category, Dentsu Creative Impact [email protected] Promo. Zee, too, went on to win a Gold Abby for won a Gold Abby for Max Healthcare (One Breath &pictures (Bond Vs Bond) in sub-category 9: Best - He, She and Them) in sub-category 19c: Direct Movie Promo by a movie channel. Response Print. in-door temporary installations and displays, using In the Public Relations category, eight Gold In the same category, Taproot Dentsu went samples, special discounts, customer marketing, Abbys were awarded in total. The winning on to win a Gold Abby for The Times of India promotions, incentives, product demonstrations, agencies include Colombo-based Sarva Integrated (Waiting For You) in sub-category 19h: Direct store-within-a-store, banners, posters). for brand Mawbima (Mawbima Vesak Lanterns), Campaign Using Any 2 Form. JWT was the last agency in the list to win a JWT for Lux (Perfume Portraits) and Dentsu In the Brand Activation category, DDB Mudra Gold Abby for Airtel (Udaan) in sub-category Webchutney for Helpusgreen (Helpusgreen - Sow, Group, Cheil, and JWT went on to win a Gold 21v: Sponsorship or Partnership Campaigns for a don’t throw). Abby each. Campaign That Utilised a Sponsorship or Tie-in Happy Creative Services won a Gold Abby for DDB Mudra Group won a Gold for Unicef, Partner Effectively (Sports or Entertainment). OLA (OLA Boat) in sub-category 22n: Corporate. India (Paheli ki Saheli) in sub-category Cat 21s: In the Branded Content category, Brave New Cheil India won a Gold Abby for Channv Use of Guerrilla Marketing in a Promotional World Communications was the only agency to Foundation - Stop Acid Attacks (Donate a Face) Campaign (Small Scale) including, out-of-store win a Gold Abby for The Roadster Life Co (Roadster in sub-category 22o: Public Service, Appeals and sampling, glasses, beer mats and ashtrays, flyers, Pocketman) in sub-category 20B: Best Non-Fiction Charity. stickers, signage, street art, street furniture, and Programme, Series or Film Where a Client Has The next agency to win a Gold Abby was transit advertising. Successfully Created a Reality, Documentary Seagull Advertising for Aapla Ghar (Wari) in sub- Cheil India went on to win a Gold for Samsung or Entertainment Show Around a Product(s) or category 22r: Events and Experiential PR. Joy Plus Televisions and Sanjay Gandhi Animal Brand(s) Including TV, Mini-series, Web series, The last agency in the list to win a Gold Care Centre (Spread the Joy) in sub-category 21u: Cinema, DVD releases, and Online/Digital). n Abby was Publicis Communications for Ambuja Use of Customer in-store experience including: [email protected]
afaqs! Reporter, April 16-30, 2 0 1 6 31 advertising GOAFEST 2016 Glorious Win Mindshare won three, The Social Street, two and Maxus, Isobar India, OMD, m/SIX and Ecstatic faces at Cheil India bagged a the Goafest 2016 Gold each. awards night By Suraj Ramnath
look at this year’s Media Abby winners. Mindshare AIndia won two golds. First, in the Best Use of Newspapers and Magazines category for Lakme (Lakme Lip Pouts in Grazia – Playtime For Your Pout), and for Lifebuoy (Before Iftar Time, it’s Lifebuoy Time) in Best Use of Integrated Campaign category. Mindshare Sri Lanka won a Gold for brand Sunlight (Light Up My Nation) in Best Use of Integrated Campaign (South Asia) category. The Social Street won two Golds for Britannia Good Day in the Best Use of Outdoor category (Smile to be surprised!) and Best Use of Ambient Media (The Slide of Smiles) category. OMD won a gold for Kinder Joy in the Best Use of Branded Content category (Kinder Joy Story Station). m/SIX bagged a Gold award for Best Use of Branded Content including Online and Offline Media category for Nicotex (The ‘Quit Smoking’ partner for ISL). Cheil India went on to win a Gold for Samsung Galaxy S6 in Best Use of Digital as a Medium category in Youth Marketing category (Get a “The entries from the media agencies participated in the Media Abbys this (Samsung Galaxy S6 Search campaign). Job). recorded 50 per cent increase year.” PHD India grabbed a Gold award The last in the list to win a Gold from last year. From 650 entries In all, 77 Media Abby Awards for Active Wheel in Best Use of was Isobar India for its Say Na last year, we got 1,014 entries this were awarded this year. Of these, 11 Mobile Media category (Lo Karlo campaign for Pro Bono Marketing. year. We had 86 people judging the are Gold, 36 are Silver, and 30 are Baat). Pratap Bose, founding partner and awards as compared to 70 last year. Bronze. n Maxus bagged a Gold for LinkedIn chairman, The Social Street, says, What’s important is that 76 agencies [email protected]
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32 afaqs! Reporter, April 16-30, 2 0 1 6 jobswitch
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afaqs! Reporter, April 16-30, 2 0 1 6 33 people
A round up of some major people >> MOVEMENTS/APPOINTMENTS<< movements in the last fortnight ADVERTISING MEDIA nterbrand India izeum, the media agency from Dentsu Aegis Ihas announced the VNetwork, has announced the appointment appointment of Deepali of Amita Karwal as chief operating officer Shirali as creative (COO), North and South. In her new role, director. In her new role, Karwal will report to Shripad Kulkarni, managing she will report to Ashish director, Vizeum. Karwal joins Vizeum from Mishra, managing DDB MudraMax where she was executive vice- director, Interbrand president, North and East. Prior to this she has India. Shirali joins the also worked with ZenithOptimedia, Initiative agency from Design Media, Samsung and Reckitt Benckiser in Sutra, the design arm different capacities. AMITA KARWAL of Contract Advertising. DEEPALI SHIRALI RAJ NAIR Motivator, the media agency from GroupM, Prior to that she has has appointed Zahid Shaikh to head its operations worked with Fitch India, Channel V, and dCELL, in the South. At Motivator, Shaikh will take care a division of Lowe Lintas India. She brings with of the following - building a comprehensive her more than 20 years of design experience across product portfolio, drive growth and enhance various disciplines. capability in data, customer relationship Madison BMB, the advertising unit of Madison management (CRM), retail, marketing World, has made some changes in its senior communication/marcom effectiveness, and management team. Prabha Prabhu, founder- business performance. member, Madison, and CEO, Madison BMB, has Shaikh joins Motivator from United Breweries announced her retirement after spending 28 years where he was head of business analytics and in the company. worked towards optimising business results for Raj Nair, the current chief creative officer has PRABHA PRABHU the company. Prior to this, he was associated ZAHID SHAIKH been given the additional responsibility of being with Pantaloons as chief marketing officer the chief executive officer of the agency. Another appointment is that of Kim (CMO) where he took the initiative to change the brand’s image from a Solomon, who has been roped in as chief operating officer. male brand to a unisex one. Neo@Ogilvy India has appointed Biraja Swain as chief growth and Network18 Group has roped in Manish Maheshwari as chief executive innovation officer. Prior to this Swain was the digital and emerging media lead officer of Web18. Maheshwari was previously the head of Flipkart’s seller for OMD’s operations across India and South Asia. Other than leading the marketplace and ecosystem. Neo Center of Excellence, Swain will also drive growth and build capability Publicis Media has made some key leadership changes in the Asia- in the mobile space and lead innovation for Ogilvy’s current businesses. He Pacific (APAC) region. Anupriya Acharya, (Group chief executive has over 15 years of digital media expertise, and is known for his penchant for officer, ZenithOptimedia India) has been named India CEO, Publicis innovation in the field of mobile. n Media. n
MEC INDIA in content marketing and branded designed specifically to achieve content solutions. measurable business goals. MEC On the launch, Gangadhar says, Wavemaker will help brands look at “Our creative restlessness is embodied content differently,” he says. Making Waves in our philosophy - ‘Don’t Just Live, Amit Thete, general manager, Thrive’. For us, an idea is brilliant marketing communications, Wavemaker, a content offering, will be led by only if, the right audience responds Mercedes Benz India, (one of MEC’s Kumar Deb Sinha in India. By News Bureau to it and behaves in ways that lead clients) says, “We have been working to the right outcome for our clients. with MEC for six years and I am Wavemaker is not an agency, but a impressed with its content offer. It edia agency MEC India specialist content solution provider.” will allow us to create content towards has announced the launch Adds Sinha, “Clients realise that a specific goal which is measurable.” Mof its specialist content effective content can make a big MEC Wavemaker creates content offering called Wavemaker. The integrated offering brings together content strategy, social, partnerships and experiences, search engine optimisation (SEO) and creative service expertise in every market. difference to their business, but that measurably improves a brand’s MEC Wavemaker will help Gangadhar and Sinha: New avenues they struggle to know exactly what performance. This includes short improve a brand’s performance type of content is right for them and and long form written and video by embedding content into the seek the right guiding partner.” content, imagery and infographics, consumer purchase journey, drive (including India) with over 750 According to Sinha, Wavemaker’s apps, search content development, maximum exposure through people. In India, MEC Wavemaker objective is to help clients know video optimisation, community optimum distribution and measure will be led by Kumar Deb Sinha the role content can play in their management, influencer outreach, effectiveness of content through who will report to T Gangadhar, customers’ lives and give them talent, sports, entertainment, as clients’ business goals. managing director, MEC South the confidence to invest in it. “We well as create partnerships and The agency is being launched Asia. Sinha brings with him an will bring together all resources activations. n simultaneously in 10 countries experience of more than 13 years that clients need to create content [email protected]
34 afaqs! Reporter, April 16-30, 2 0 1 6 people
A round up of some major people >> MOVEMENTS/APPOINTMENTS<< movements in the last fortnight ADVERTISING MEDIA nterbrand India izeum, the media agency from Dentsu Aegis Ihas announced the VNetwork, has announced the appointment appointment of Deepali of Amita Karwal as chief operating officer Shirali as creative (COO), North and South. In her new role, director. In her new role, Karwal will report to Shripad Kulkarni, managing she will report to Ashish director, Vizeum. Karwal joins Vizeum from Mishra, managing DDB MudraMax where she was executive vice- director, Interbrand president, North and East. Prior to this she has India. Shirali joins the also worked with ZenithOptimedia, Initiative agency from Design Media, Samsung and Reckitt Benckiser in Sutra, the design arm different capacities. AMITA KARWAL of Contract Advertising. DEEPALI SHIRALI RAJ NAIR Motivator, the media agency from GroupM, Prior to that she has has appointed Zahid Shaikh to head its operations worked with Fitch India, Channel V, and dCELL, in the South. At Motivator, Shaikh will take care a division of Lowe Lintas India. She brings with of the following - building a comprehensive her more than 20 years of design experience across product portfolio, drive growth and enhance various disciplines. capability in data, customer relationship Madison BMB, the advertising unit of Madison management (CRM), retail, marketing World, has made some changes in its senior communication/marcom effectiveness, and management team. Prabha Prabhu, founder- business performance. member, Madison, and CEO, Madison BMB, has Shaikh joins Motivator from United Breweries announced her retirement after spending 28 years where he was head of business analytics and in the company. worked towards optimising business results for Raj Nair, the current chief creative officer has PRABHA PRABHU the company. Prior to this, he was associated ZAHID SHAIKH been given the additional responsibility of being with Pantaloons as chief marketing officer the chief executive officer of the agency. Another appointment is that of Kim (CMO) where he took the initiative to change the brand’s image from a Solomon, who has been roped in as chief operating officer. male brand to a unisex one. Neo@Ogilvy India has appointed Biraja Swain as chief growth and Network18 Group has roped in Manish Maheshwari as chief executive innovation officer. Prior to this Swain was the digital and emerging media lead officer of Web18. Maheshwari was previously the head of Flipkart’s seller for OMD’s operations across India and South Asia. Other than leading the marketplace and ecosystem. Neo Center of Excellence, Swain will also drive growth and build capability Publicis Media has made some key leadership changes in the Asia- in the mobile space and lead innovation for Ogilvy’s current businesses. He Pacific (APAC) region. Anupriya Acharya, (Group chief executive has over 15 years of digital media expertise, and is known for his penchant for officer, ZenithOptimedia India) has been named India CEO, Publicis innovation in the field of mobile. n Media. n
MEC INDIA in content marketing and branded designed specifically to achieve content solutions. measurable business goals. MEC On the launch, Gangadhar says, Wavemaker will help brands look at “Our creative restlessness is embodied content differently,” he says. Making Waves in our philosophy - ‘Don’t Just Live, Amit Thete, general manager, Thrive’. For us, an idea is brilliant marketing communications, Wavemaker, a content offering, will be led by only if, the right audience responds Mercedes Benz India, (one of MEC’s Kumar Deb Sinha in India. By News Bureau to it and behaves in ways that lead clients) says, “We have been working to the right outcome for our clients. with MEC for six years and I am Wavemaker is not an agency, but a impressed with its content offer. It edia agency MEC India specialist content solution provider.” will allow us to create content towards has announced the launch Adds Sinha, “Clients realise that a specific goal which is measurable.” Mof its specialist content effective content can make a big MEC Wavemaker creates content offering called Wavemaker. The integrated offering brings together content strategy, social, partnerships and experiences, search engine optimisation (SEO) and creative service expertise in every market. difference to their business, but that measurably improves a brand’s MEC Wavemaker will help Gangadhar and Sinha: New avenues they struggle to know exactly what performance. This includes short improve a brand’s performance type of content is right for them and and long form written and video by embedding content into the seek the right guiding partner.” content, imagery and infographics, consumer purchase journey, drive (including India) with over 750 According to Sinha, Wavemaker’s apps, search content development, maximum exposure through people. In India, MEC Wavemaker objective is to help clients know video optimisation, community optimum distribution and measure will be led by Kumar Deb Sinha the role content can play in their management, influencer outreach, effectiveness of content through who will report to T Gangadhar, customers’ lives and give them talent, sports, entertainment, as clients’ business goals. managing director, MEC South the confidence to invest in it. “We well as create partnerships and The agency is being launched Asia. Sinha brings with him an will bring together all resources activations. n simultaneously in 10 countries experience of more than 13 years that clients need to create content [email protected]
34 afaqs! Reporter, April 16-30, 2 0 1 6