March 1-15, 2011 Volume 2, Issue 5 `100 32

The advertising agency has been transformed over the past two decades. Remembering the way it was.

45 14 36 PLUS 8 ENDORSEMENTS Beyond Cricket 28 TIMES OF INDIA Off to Kerala 40 COLORS Upping the Ante 46 CYCLE AGARBATTI PROFILE SBI LIFE DEFINING MOMENTS A Religious Ride 50 CVL Srinivas Celebrating Life Rajiv Agarwal COCA-COLA A man who looks for A product-specific He’s back with the revival of The Hunt Begins 52 constant challenges. communication takes root. Nexus Equity

EDITORIAL

This fortnight... Volume 2, Issue 5

EDITOR hile climbing a mountain, we are apt to look up to see how much higher we have to Sreekant Khandekar W go. If we paused to look down, we’d be surprised at how much we have already come. PUBLISHER Prasanna Singh The same is true about our working life: we are so full of anticipation about the path ahead – CONSULTING EDITOR both excited and daunted possibly – that we don’t give ourselves enough credit for how much M Venkatesh we have already adapted to change in the years gone by. ‘Life in an agency, then and now’ CONTRIBUTING EDITOR is a journalistic pause which allows a look at the transformation in the world of advertising Prajjal Saha over the past two decades. SENIOR LAYOUT ARTIST Vinay Dominic Can you imagine life before computing power, Excel and Power Point? LOGISTICS You are right, it was as challenging as it would seem now except that we never Rajesh Kanwal March 1-15, 2011 Volume 2, Issue 5 `100 thought about it that way then. The best part of one’s brain was occupied with ADVERTISING ENQUIRIES Hansika Koli, (0120) 4077834 4077837 Noida 32 execution. Even the simplest task could prove complicated. How would you Varun Mohan, (022) 40429702-5 Mumbai redo a list of people alphabetically by first name instead of by surname without Neeraj Ranjan, 09886846842 Bangalore a computer. How? Simple, key it in again! Or imagine that you wanted to [email protected] remove stubble from a photograph? It was probably less expensive to reshoot the Marketing Office B-3, First Floor, Sector-4, Noida-201301. frame than have the hair digitally deleted. Tel: (0120) 4077800. Mumbai Many things we wouldn’t even think about twice today were a pain to do. 501-502, Makani Center, 5th Floor, The advertising agency has been transformed over the past two decades. Off Linking Road, Bandra (W), Remembering the way it was. Everything took long but all of that had one pleasant byproduct: it gave you Mumbai - 400050 45 14 36 PLUS time to think an issue through well. Now, of course, that shelter is gone because Tel: +91-22-40429 709 - 712 8 ENDORSEMENTS Beyond Cricket 28 TIMES OF INDIA Off to Kerala 40 creative execution happens so much faster. Bengaluru COLORS Upping the Ante 46 CYCLE AGARBATTI S-1, New Bridge Corporate Centre, PROFILE SBI LIFE DEFINING MOMENTS A Religious Ride 50 CVL Srinivas Celebrating Life Rajiv Agarwal COCA-COLA 777 D, 100 ft Road, Indira Nagar, A man who looks for A product-specific He’s back with the revival of The Hunt Begins 52 constant challenges. communication takes root. Nexus Equity On the other hand, technology has given every creative field tremendous Bengaluru - 560038, India freedom to tell a story. Be it an ad film or a feature film, the story teller can Subscription Enquiries say what he wants because however improbable the sequence, special effects or Garima Agnihotri, (0120) 4077837 digital post production will allow that bit to be told. So many of today’s films today simply [email protected] couldn’t have been made convincingly two decades ago. Printed, published, and owned by Prasanna Singh, Publisher, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063.

Printed at Cirrus Graphics Private Limited B-62/14, Naraina Industrial Area, Sreekant Khandekar Phase II, New Delhi – 110028. [email protected] Cover Illustration Tiffin Box CONTENTS 24 20 PLUS SUGAR FREE Fighting Fit 18 PANTALOONS STYLE INC 2.0 GROUPM The Stylish Boss Making it Easier 18 A competition for the well-turned-out TVS WEGO boss is a hit. Balancing Act 36 SARBASADHARANA CENSUS 2011 52 12 New Pastures 40 The Countdown Begins CII SUMMIT The Census gets a marketing push. The Future of Content 44 RADIO MANGO POINTS OF VIEW 42 Nostalgia Time 46 EMIRATES MAX BUPA Cricket viewership ROUND TABLE CONFERENCE The World Cup will be Where on Earth? No ill feeling followed immediately by the Guess the location and get The company reinforces the Realty Bytes 49 IPL. Will viewers watch? there. That’s the promise. need for health insurance.

afaqs! Reporter, March 1-15, 2011 5 SYNOVATE     Sponsored by

ynovate, the global mar- “The game, after all, is all about ket research arm of the Aegis return on investment,” he further SGroup, will launch a new tool adds. in a months time. The tool can be Synovate will soon be presenting used both for qualitative and quanti- its study on global trends, which, M&M> Mahindra & Mahindra’s entry in the US with the tative research. according to it, is much in demand. launch of its light pick-up truck, TR40, has faced abloack on The firm has been popular for Wolf explains, “Our global trends the grounds of fuel economy as the vehicle fetched a fuel its qualitative research tools such as initiative utilises many avenues of economy rating of 19 miles per gallon (mpg) in the city and 21 Real Life - a range of ethnographic research and when integrated with on highways, which is lower than 30 mpg that the company approaches inclusive of immersion, Censydiam approaches, provides the had originally claimed. vision, moments and glimpses, along information which enables market- with semiotic analysis to understand ers to keep brands fresh, relevant and consumers from a deeper cultural contemporary.” The ladies VIP> VIP Industries will change its focus from regular context. Wolf adds, “There is significant handbag market travel products to fashion baggage. This luggage maker Another tool being interest and some par- is pegged at will now focus on accessories segment. The company aims Build Life - a quali- ticipation already in ` at launching a variety of products in the ladies fashion bag tative approach to the Indian market.” 1,500 crore. segment to grow its acces- concept generation, The Indian mar- sories segment that contribute development and ket research industry around 20 per cent to VIP’s refinement; and Life is valued at about overall sales. MARKETING - a digital qualitative $250 million. offer consisting of Synovate is looking online bulletin boards, The research at 30 per cent growth McDonald’s> McDonald’s Indian franchisee, Hardcastle online focus groups, by the end of the finan- Restaurants plans to set up 30 new restaurants in the south- online in-depth inter- company cial year 2011. ern and western parts of India by the end of 2011, as part of views, digital diaries, launches one As part of its growth the chain’s expansion plans. The franchisee will be investing digital storytelling, new product plans, the global mar- $111 million in India over the next three to four years. With online interactive ket research firm will the launch of 30 more outlets it will now have 250 restau- panel and online com- every year in be focusing on certain rants as opposed to the present 106 outlets. munity panels. both qualitative areas such as retail, Steve Wolf, com- and quantitative digital, health-care, mercial director, global moto-research and The hair colour Henkel> Henkel India is all set to hive off its hair-colour qualitative, senior vice- research domains. fast moving consumer market in India brand, Schwarzkopf Professional, in an effort to increase president and division Its new tool this durables (FMCG). is estimated at its focus on the hair-styling business. Till now, Schwarzkopf director, Synovate Mick Gordon, ` Professional functioned as a division of Henkel India - a joint Qualitative, says, “In year can be used managing director, 600 crore and venture between Düsseldorf-based another 30 days, we in both fields of Synovate, says, “The is growing at an Henkel AG & and Spic Group’s will introduce a new growth will come from annual rate of Tamil Nadu Petro products, with IP, which is not avail- research. areas like health-care, 25 per cent. the German firm holding a 51 able anywhere else in moto-research, retail, per cent stake. the world.” digital and FMCG.” The research company launches “We are looking at digital because one new product every year in both it has presence across all categories Marico> Marico India has acquired 85 per cent in Vietnam- qualitative and quantitative research and helps in accessing various media based International Consumer Products (ICP), the maker of domains. channels in a more efficient manner. male-grooming brand, X-Men, in a deal estimated at $55-60 Synovate may introduce a few FMCG is another important area for million. Set up in 2001, ICP, is one of the fastest-growing more new tools, this year. us because of the sheer size of the personal care and home care companies in Vietnam. This is Says Wolf, “We have been con- category,” he adds. Marico’s eighth global acquisition in five years. Others include tinually refining our products for India is a very important mar- Code 10, Hair code, Fiancee and Enaleni Pharmaceuticals. more than 20 years, whenever we felt ket for Synovate and the market the need for a new tool which can research agency is claiming to do its help in the better understanding of a best to ensure positive results in the Since its launch in Honda> Honda Siel Cars India has launched an category.” country. India, Accord has upgraded version of its luxury sedan, Accord. The upgraded registered sales of version of the sedan is priced between `19.60 lakh and QUOTE OF THE FORTNIGHT `25.41 lakh and will be available over 25,000 units. in two options - 2.4 litre and 3.5litre variants. Since its launch ‘‘Last year’s growth has been in India, Accord has registered a boon to the auto industry. To sales of over 25,000 units. have the momentum despite the high petrol price, the Hitachi> Japanese consumer durables company Hitachi is government should not touch expecting to double its Indian turnover from the present excise duty at all.’’ $1 billion to $2 billion by 2013. The company is banking on eco-friendly and energy efficient products to drive its growth ROY KURIAN, BUSINESS HEAD, INDIA, YAMAHA MOTOR, ON THE POSSIBILITY OF INCREASE IN THE EXCISE in the air conditioner category. In the AC segment, Hitachi DUTY ON THE AUTOMOBILE SECTOR, IN THE ECONOMIC TIMES. aims to capture 10 per cent market share this year.

6 afaqs! Reporter, March 1-15, 2011

STAR PLUS        Sponsored by

TAR Plus, the flagship Hindi episodes’ (8-9 PM) of its fiction GEC (general entertainment properties on weekends to pull in Schannel) from the STAR sta- the weekday audience. ble, is investing actively in content As per the format, the Just Dance for its weekend programming. team will scout for national and Animal Planet> The special interest channel, The channel has announced the international dancing talent in 13 Animal Planet, has decided to extend the programming production of its new property, Just cities spread over India, the US and design to 11 PM. Christened, Line of Control (LOC), Dance, which will be added to its the UK. the time band will air a total of five series, including weekend prime time line-up once Auditions began February 27, Monsters Inside Me, The Haunted and I’m Alive. the the IPL comes to a close. wherein contestants matched steps channel first introduced the scheme in its programming To add celebrity appeal, the chan- on the international stage with line-up in 2009 with the 8 PM and 9 PM slot titled, MEDIA nel has roped in Bollywood actor Hrithik Roshan. Hunt and Masters of The Jungle, respectively. Hrithik Roshan as one of the key Anupam Vasudev, executive mentors and judges on the show. vice-president, marketing and com- Farah Khan and munication, STAR A permanent Delhi High Court> The Delhi High Court has Vaibhavi Merchant India, says, “The win- injunction has issued a permanent ban on the illegal screening of the are also on the judging ner will be awarded a ICC Cricket World Cup, 2011 by cable panel. cash prize of `1 crore, been issued on TV operators. The court imposed Recently, STAR along with a Maruti the illegal screen- the ban on cable operators after Plus decided to car.” ing of the ICC ESPN Software India asked for a breathe some fresh- The first phase World Cup. permanent injunction on those taking ness into its weekend of the promotions unauthorised connections and access- prime time program- involves calling peo- ing signals without taking a licence. ming with two new ple for registrations, fiction shows, Pyaar and “it is active on tel- Mein Twist (10-10:30 PM) and Love evision and radio”, says Vasudev. SET> X Factor, the international format singing real- U Zindagi (7-8 PM), along with Cadbury Bournvita and Maruti ity show with its roots in the UK, has found a new home in the reality show, Wife Bina Life. Just Suzuki are the main sponsors of the India. Sony Entertainment Television (SET) has acquired Dance is expected to replace Wife show. the rights to telecast the Indian version of the show from Bina Life in the 9-10 PM slot. He further adds that going by the FremantleMedia Production, the license holders to the Sanjay Gupta, chief operating brand promise of Nayi Soch, “STAR format, in a multi-year bipartite deal. To be produced by officer, STAR India, says, “As per Plus, through Just Dance, will provide Fremantle India Television Productions, the show will be our research, we found that televi- a once-in-a-lifetime opportunity for launched during the last leg of the IPL and will be marketed heavily during the tournament. The show will be divided into - sion consumers found the weekends aspirants to have the exceptional the auditions, participant grooming and the final gala round. empty when compared to weekdays. experience of sharing the stage with However, the audience availability Roshan. We are confident that view- on weekends is much higher. Thus, ers will appreciate the content.” our first attempt was to launch a Produced by SOL Productions, The Times Of India> The Bennett Coleman & Co (BCCL) fresh weekend slot, supported by Just Dance will be shot across 30 is all set to launch an edition of The Times of India (TOI) from good movies. We want to feed them episodes. Starting with auditions, Madhya Pradesh this month. The first edition of the English with unique content consistently.” the show will proceed through daily in the state will be launched from Bhopal, followed by The channel also runs ‘maha eliminations. an edition from Indore. The literacy rate of Bhopal is around 64.11 per cent. The group has tied-up with Nai Dunia for the new edition. This edition will be circulated to all the major cit- ies of the state including Jabalpur, Gwalior, Sagar and others. As of now, the Delhi edition reaches Bhopal and its neigh- bouring cities, while Indore city gets the Mumbai edition.

Kolkata Knight Riders> The IPL team Kolkata Knight Riders (KKR) has roped in the Bengaluru-based digital agency 22feet, to handle its social media marketing activi- ties. The agency will manage the social media presence of KKR for the next 12 months. The mandate is to keep the brand alive before, dur- ing and after the IPL. QUOTE OF THE FORTNIGHT ‘‘Reality Fox International Network> As the Fox Internatio- shows page 8 nal Network intends to focus highly on additional are big initiatives from National Geographic and Fox History & Entertainment in 2011, the network is looking out for ticket an additional creative agency in India. While the new creative agency will serve the brands solely in India, TapRoot India, the network’s creative partner in key Asian properties that have to deliver markets, will continue to provide strategic and creative ratings and for that they have expertise to the Fox Network channels at Asia level.

8 afaqs! Reporter, March 1-15, 2011

PEPPER CREATIVE AWARDS        Sponsored by

he Advertising Club Cochin Agency of the Year, Advertiser of and Pepper Creative Awards the Year, Art Director of the Year, TTrust have announced the Copywriter of the Year, Special fifth edition of the Pepper Creative Jury Award, Campaign of the Year, Awards. Press Campaign, TV Commercial, The MobileStore> Essar Group’s telecom retailing Entries have been invited from Corporate AV, Outdoor, Radio, venture is looking for a creative agency. A multi-agency advertising agencies in Tamil Nadu, Cyber, Integrated, Public Service, pitch is underway. The creative agency currently on board Andhra Pradesh, Karnataka and Viral, FM station, Interactive - is McCann Erickson, which has been The MobileStore’s Kerala. The last date for receipt of Web-based, POP, Direct Mailer, creative partner since its inception in March 2007. Enhance India, the retail branding solutions unit of the entries is March 10. Photography, Packaging, Logo Starcom MediaVest Group (SMV), handles the retail A four-member panel comprising Design, Unpublished Works and PR branding duties for the brand. Agnello Dias, founder, TapRoot, and Promos. Priti Nair, founder, Curry-Nation, The awards also have an exclusive Raj Nair, executive section for participants RmKV Silks> The well-known sari manufacturer is on creative director, from Kerala, with the lookout for an advertising agency. Currently, the pitch Contract Advertising categories such as process is underway in Chennai. The incumbent on the and Dinesh Warrier, jewellery, real estate, business is Grey. Agencies in the fray for the account include digital media expert textile, hospitality, Grey, JWT, Ogilvy India, Fifth Estate Communications and will evaluate the A panel of four Ayurveda, and others. Hammer India. Some of the participating agencies have entries for this year’s comprising The awards already made their presentations, and the pitch process is edition of the Pepper ceremony will be expected to yield results by early next month. Earlier, Mudra Awards. Agnello Dias of held on April 2 at handled the creative duties for RmKV Silks.

ADVERTISING Talking about the TapRoot, Priti Le Meridien Hotel jury, Oommen Kurian, Nair of Curry- Pool Side, Cochin. chairman, Pepper Award winners will be HR Leadership Awards> At the Shine.com HR Creative Awards Nation, Raj Nair, given gold, silver and Leadership Awards 2011, GroupM, Multi Screen Media Trust, says, “The four ECD, Contract bronze trophies and (MSM), Mudra Communications and Reliance Entertainment persons have proven certificates. won awards for their efforts in human resource development. credentials in heading Advertising and “We are expecting Reliance Entertainment won two awards; it got the award for juries of a similar Dinesh Warrier, more than 2,000 entries Best Learning and Development Strategy, and the award for nature at national and for the competition, Workplace Diversity. international levels.” digital media which has become a On being part of expert will stepping stone for >> ACCOUNT MOVEMENT the panel, Dias says, evaluate entries. the creative fraternity “Last year, it was a nice from this part of the > Starcom Worldwide has won the media duties for the experience judging the world to take part in cosmetics company, Oriflame, as a result of a multi-agency Pepper Creative Awards. I got to other major peer-reviewed national pitch that was called in December. The business will be see some real good work, which we and international competitions,” managed out of Starcom’s Delhi office. The account size is do not really get to see much, as it says Sudeep Kumar, president, learnt to be close to `10 crore. Completing 15 years in India, Oriflame has recently happens down the South.” Advertising Club, Cochin. upped its marketing efforts. So far, the company had been reaching out to its target Nair comments, “I really look “All the leading advertising group through a mix of BTL activities. forward to seeing some good work agencies from South India will down South, particularly as this area take part in Pepper 2011, a unique feels a bit left out. These awards event where luminaries from the > Karishma Initiative, the third media agency of the Lintas will definitely encourage creativity. South Indian creative fraternity Group has retained the media duties of the travel luggage We will definitely get an essence of come to a single platform, evaluating brand, Samsonite South-Asia. The business was up for a South India, which we miss out in and celebrating the success and review and a pitch was called in January. The other agencies national campaigns.” challenges in a professional manner,” that had pitched for the account included Mindshare Media, Starcom Worldwide, OMD The award categories include Sudeep signs off. India and Madison Media.

   MAX BUPA No ill Feeling With its new campaign, Max Bupa reinforces the need for health insurance with the message that no one can escape illness. By Biprorshee Das

ealth insurance company Max Bupa, a joint venture between the Max Group of HIndia and the UK-based health and care company Bupa, has launched its latest television campaign to attract new customers into the health insurance fold. Its message is clear - contrary to what appears in cinema, no one can escape illness. It can strike anyone. Conceptualised by Bates141, the campaign takes forward the brand message of ‘Your Health First’ with the aim to dispel the myth among people that they are invincible when it comes to health. The film has been directed by Sonal Dabral, “The film is a stark portrayal of the fact that you’re Reiterating this, Shefali Chhachhi, marketing regional chairman, Bates141 and produced by not superhuman. It reiterates the need for health director, Max Bupa Health Insurance says that Lemon Tree Films. insurance in a very dramatic way.” communication in the category is often very simi- The agency was briefed to create communi- During the time when financial companies step lar to one another and while one has to take care cation that would reinforce the need for health up their communication, it becomes important for to be distinct, care has to be taken not to move insurance upon a larger audience - an objective a brand to stand out. Since the message and the away much from the overall positioning. “It is that has been met with a slightly exaggerated, but product are similar in nature, a brand runs the risk important to break the clutter and have your own effective idea, believes the Bates creative team. of getting lost in the crowd. voice. Our campaign builds on our promise to put Sambit Mohanty, executive health first. You cannot steer away creative director, Bates141 says, too much from it,” she says. “Insurance as a category has become The television campaign will be stale. The communication is bent supported by outdoor, digital, radio towards telling people what they and print promotions. There will be want to hear. We wanted to change emphasis on digital activities, says the mindset and the imagery and Chhachhi. The digital campaign break the mould. Our intention was designed by the search engine mar- to jolt people out of inertia and pro- keting agency, Resultrix, the digital pel them to take action by telling campaign will involve search engine them ‘You need health insurance, and optimisation and banner advertising you need it now’.” on key and relevant high traffic web- Says Sagar Mahabaleshwarkar,    national creative director, Bates141, (L-R) Mohanty, Mahabaleshwarkar, Chhachhi >>

DRAFTFCB not seen many advertisers using from banner ads to interactive, to experiential marketing as a tool to social media. But, our approach will talk to consumers. One of the areas be different, and will not be just we are looking at building is street through technology. We plan to tap Expanding Horizons guerrilla marketing.” this particular area by understand- DraftFCB is also looking at retail ing consumer behaviour and how Laurence J Boschetto, chief executive officer and and promotions as the other areas in the medium influences their deci- which to develop its expertise. sion making.” president, DraftFCB discusses this year’s plan. There’s more says Boschetto, Boschetto believes that the cur- By Prajjal Saha and Anushree Bhattacharyya “The next area is digital, which rent form of digital agencies needs comes in many flavours now - to undergo a change in the coming years. He is of the opinion that the n the coming months, DraftFCB to acquire a retail and promotions pure-play digital agencies will not will close four acquisition deals agency, while for China, the plan is be alive in the next five years, and Iacross its key markets. Laurence to get a data and analytics company going forward, it has to be mergers J Boschetto, chief executive officer on board. and acquisitions. and president, DraftFCB, revealed When asked about plans for Boschetto is a firm believer of the same to afaqs! Reporter while Indian operations, Boschetto says integration of services. He says, he was in town recently. that the plan is to delve in experien- “The concept of a specialised agency Boschetto says, “In the UK, we tial marketing services and that the only works when one is pioneering plan to close the acquisition of a agency was looking at an acquisition into a new space. There is mystique digital agency in the next four-to-six in this area, as well. and uncertainty attached to it, as weeks.” He says, “India loves socialising. there is no way to measure its effec- This will be followed by anoth- People walk a lot, congregate a lot, tiveness. The more one segments it

er digital agency acquisition in the which may be because of the cli- SUSHIL KUMAR will lead to ineffectiveness.” US. In Brazil, the agency plans mate or tradition. However, I have Boschetto [email protected]

12 afaqs! Reporter, March 1-15, 2011 The world's greatest ever batsman and hockey player have been Indians. The world's number one boxer in the 75 kg middleweight category in 2009 was an Indian. Two winners of the All England Badminton Championship, in 1980 and 2001, have been Indians. Apart from Jim Laker, the only person to take all ten wickets in a single test innings is an Indian. The second ranked women's badminton player in the world is an Indian. One of the most exciting Formula One teams to watch out for, is owned by an Indian. No other country has won as many hockey Olympic golds as India. As many as 16 World Championships in billiards have been won by Indians. The reigning IBSF world champion in both formats of billiards, is an Indian. India has produced men and women world champions multiple times in carrom. The venue of one of the world's most advanced Formula One race tracks will be in India. The only batsman to score a double century in a one day international is an Indian. Two Indians form one of the world's most successful tennis doubles team ever, with 23 Grand Slam titles between them. Along with Bob Massie, the only bowler to take a record 16 wickets on his test debut is an Indian. The world wrestling champion in the 66 kg freestyle category is an Indian. The defending world boxing woman's champion in the 48 kg category is an Indian. Asia's third ranked para-swimmer is an Indian. The only person ever to become the world chess champion in every format - knockout, tournament, match, rapid and blitz - is an Indian. Asia's fastest rower in single sculls is an Indian. Asia's fastest men’s and women's 400 m hurdlers are Indians. India's sporting heroes. They are not just a source of pride but also eloquent reminders of our sporting potential. And surely, one more reason for us to celebrate the India Positive spirit. May the India Positive spirit carry the Indian cricket team all the way to a World Cup triumph. scarecrow/dna/02/11/27

www.dnaindia.com/indiapositive Share your India Positive facts at [email protected] or sms DNA IP “Your fact” to 575758. We will be glad to publish them.   

SBI LIFE <<     No ill Feeling

Celebrating Life sites. Maxus India handles the media mandate for Max Bupa. SBI Life is out with a product specific communication for its ULIPs and carries WELL INSURED forward the torch of living life to the fullest. By Devina Joshi hen approached, experts Wexpressed mixed thoughts bout five-and-a-half years ago, SBI Life Insurance Saral or Smart, to simplify things for consumers. Now, about the film. While they are of the stumbled upon a ‘gem’ of an insight, quite liter- the brand plans to come up with ads for individual prod- opinion that the idea definitely breaks Aally, in the ‘Diamond’ ad featuring an elderly ucts, starting with ULIPs this year. However, even these what is otherwise characterised by couple - a commercial about celebrating the simple joys product specific ads contain the creative brief of being communication in the category, the of life, without worrying about financial difficulties in somewhat thematic in nature, with the halo of SBI Life execution does not do complete jus- one’s old age. As Chandramohan Mehra, vice-president, to be captured in the advertising. Anup Chitnis, execu- tice to the same. brand and communications, SBI Life, says, “What started tive creative director, Ogilvy India calls it a quasi-brand Says Saji Abraham, vice-president, off as a one-off idea (created by agency Ogilvy India) commercial. planning, Lowe Lintas, “Strategically, spun into a long-term positioning premise for the brand, Explains Mehra, “Emotional connect is the way to go, it is an interesting thought that only and the brand has stuck to it ever since.” and we don’t want to be overtly information-led in our in movies can you be invincible. One Keeping in mind its ‘Celebrate life’ theme, the brand tone.” The idea is also to bring out the trust factor associ- is out with a product specific communication for its ated with SBI, the brand, in a subtle manner. Smart and Saral ULIPs, now. Hence Ogilvy stumbled upon the idea that when SBI The television campaign will be supported by OOH, digital, radio and print promotions.

can take on a lot of insurance myths with this execution. Films can be an interesting metaphor for identifying myths and then debunking them. Any misconception that people have can be tackled by saying this happens The commercial, created by Ogilvy Life is meeting wealth creation needs, one in the films and not real life. But, in India, revolves around the story of an old gets all the time in the world to relish the this ad, it is buried in its less-than- couple on a rundown scooter, taking a ride small joys of life. Over the past few years, ideal execution. It could have been around the city they live in, when the wife several other players, particularly private executed very well, but here, it is too jokingly questions why they chose the players in the life insurance space, have straightforward.” scooter over the car for a ride. also used this insight. Some have even Charles Victor, national creative Her husband reminds her of their rides resorted to the creative idea of chemistry director, Law & Kenneth has a word on the same scooter in younger days, and and romance in old couples. Does SBI Life of approval for the creative that he then suddenly, applies the brakes. His wife feel its turf being threatened? clearly sees stands out in the catego- leaps forward in what would look like a “Not really. While others tried to pull a ry. “It is a departure from a ‘what will quick hug. “Besides, a car doesn’t allow SBI Life, they landed up looking like me- you do when this happens’ execu- for such a moment,” quips her romantic toos,” shrugs Chitnis. tion. I like the thought because the husband, and as they laugh together, the Besides, while some of these brands issue can get slightly unappetising voiceover (VO) explains that when one deviated into humour later , SBI Life has or morbid. The TVC puts the point trusts SBI Life’s Saral and Smart ULIPs, stayed consistent to its tone and positioning across well. I managed to catch it he will obviously find the time for the of a ‘worry-free life’. Apart from television, once on air and it stuck,” says Victor. small joys of life. The VO signs off with the campaign makes use of radio, print, Commenting on the execution, SBI Life’s punch line, ‘Kyunki zindagi hai outdoor and digital media - including a he says while the film comes close to jeene ke liye’. Facebook page that has 15,000 fans (what being soppy with the images of the may constitute a rarity for a financial brand) daughter playing on the protagonist’s SIMPLE JOYS and a Twitter page. Further, as a build-up mind, the sudden unexpectedness BI Life isn’t much of a high voltage to February 14 (Valentine’s Day), SBI Life of him trying to electrify himself Sadvertiser. Its ads are usually spaced out (Top) Mehra, Chitnis has conducted various on-ground activi- makes one sit up and notice. “This few and far between, and its last commu- ties in malls across cities to get the youth category tends to be either drenched nication was a corporate one in December excited about the ‘romance meets SBI Life’ in unnecessary emotion or can be 2009 (the thematic black-and-white Jab hum honge theme, with contests and quizzes. horrifying. This is neither. It could saatth saal ke car commercial). In fact, the brand never The communication has also been released at a cru- have avoided the clichéd image of openly says ‘Celebrate life’. However, this is brought cial time, with the upcoming financial year-end. The a running daughter-and-father, but out by elements such as endearing middle-aged or old target group for SBI Life remains the same: males, otherwise, the commercial is defi- couples, an old Hindi film song, or a simple story with a aged 28-46 years, across geographies - in Tier 2 and nitely different from the rest of the hint of romance. Tier 3 towns in particular. advertising in the category,” says SBI Life revamped its entire portfolio of products in Victor. October 2010, with all products starting with the words   !>> [email protected]

14 afaqs! Reporter, March 1-15, 2011

  SMITH & JONES Straight off the Pitch The manufacturer of instant noodles, sauces and cooking pastes is all set to bombard the digital media with 400 video clips. News Bureau

mith & Jones has decided to take a dif- com (Youtube.com/Cricketkatadka), Facebook players. ferent route in digital media. Instead of and will also be made available on other A spokesperson of Capital Foods, the brand Sfocussing on paid digital advertising, the platforms, such as mobile and the video-on- owners of Smith & Jones, says, “The idea is to company has decided to build its brand through demand service of various DTH and IPTV leverage the upcoming cricketing season - ICC a series of video clips. World Cup and Indian Premier League, take The food company will create and release a digital ownership of cricket and build our brand series of 400 high-definition video clips in the in a subtle manner.” next 10 days, which will not be associated with He adds, “This attempt of launching a digital food or any of its products, directly. cricket academy through 400 videos is very The video clips in the series, titled Smith similar to what MRF Pace Academy did in & Jones Cricket Ka Tadka, will be of short the offline world. There are millions of duration (about two minutes each) and will be kids in the 10-20 years age-group, who related to cricket coaching. The clips will teach are interested in learning cricket from various elements of cricket, including batting, top-notch professionals, but have access bowling and fielding, in a step-by-step manner to only local coaches. Through this to the youth. The company aims to target the digital distribution channel, we aim to age group of 10-20 years with this series. complement their local, physical cricket The clips will feature Zubin Bharucha as a coaching.” coach. Bharucha is a former Ranji player from Though the videos are not related to Smith Mumbai, and is currently the batting coach of Each video clip in the & Jones products directly, yet the company the IPL team, Rajasthan Royals. expects that cricket videos can build a strong At the end of each video clip, the company series, titled Smith & Jones brand salience in the target group. will add a short, three-second message to pro- Cricket Ka Tadka, will be The video series is designed in association mote Smith & Jones Instant Noodles. with The World Cricket Academy (WCA). The videos will be uploaded on YouTube. of a short duration. [email protected]

<<     move out of their beloved scooter!” off the brief. “The portrayal of the an endearing anecdote about the On a more serious note, he feels old couple is too clichéd and far away scooter thrown in. “But, I don’t see that ‘Celebrate life’ is a promising from the aspirational silver fox that the underlying connection of this Celebrating... positioning platform for a category current youth dream to drive their story with the brand,” he says, adding such as insurance, which has moved life to,” he shrugs. “So, it is too retro that the previous ad, ‘Jab hum honge FRESH ENOUGH? beyond the space of death looming to bring home the point of insurance saatth saal ke’, had elements such as a he ‘Scooter’ attempt from the large to positive platforms of living in a contemporary context,” he says. soundtrack that connected well with TSBI Life factory generates mixed life to the fullest. Arun Raman, Lowe Worldwide, the brand premise. reactions from the ad fraternity. However, Chaudhuri is of the feels the storyline is ‘beautiful’ and Further, if the attempt was to Anirban Chaudhuri, senior vice- view that the execution seems to be the ad essays a classic romance, with make it a product-led ad rather than president, strategic planning, Dentsu a brand one, then “it doesn’t come Communications, opines, “Well, for through,” feels Raman. “And, while a moment I thought it was a sequel SBI Life isn’t much of a high-voltage the story is rather endearing, it can to the ongoing Tata Nano adver- advertiser. Its ads are usually spaced out be applied to various categories and tisements, where the new owners brands,” he observes. of a Nano are finding it hard to few and far between. [email protected]

  SUGAR FREE Fighting Fit The application will enable smartphone users to calculate the amount of calories burnt. News Bureau

harmaceutical firm Zydus Wellness has iTunes (Apple). It will also be offered on smart- launched a mobile application called Step- phones powered by the Symbian operating system Po-meter for its sugar substitute brand Sugar (Nokia). Free Natura. The widget is conceptualised by WHO!, the The widget will enable smartphone users to digital and design arm of Rediffusion Y&R. calculate the amount of calories burnt, the number Rachana Dharia, head, digital business, of steps taken, average speed and distance travelled Rediffusion WHO!, says, “The application focuss- by the user as they go for a walk or use the stairs es on the central theme of Sugar Free Natura, instead of the elevator. The application will use the which is to enable people from being just ‘Fitness accelerometer function of the smartphones that Thinkers’ to ‘Fitness Doers’ through the inculca- needs to be programmed with information such as tion of healthier habits like using the stairs instead age, height, weight and gender in order to derive of the escalator and walking whenever possible.” the ‘calories burnt’ details. She adds, “The act of taking the stairs is The application will also help users to submit rewarded by the knowledge of the exact number of or share their ‘calories burnt’ figures with their calories burnt which is also synced to their social friends through the Facebook and Twitter status networks. This not only acts as a great social moti- update features linked with the application. vator because friends are encouraged to download The Step-o-meter widget can be downloaded the widget and literally step up the competition, for free from a microsite (Steptofitness.in). The but also acts as a great promotion tool.” site address will be printed on the upcoming The advertising agency claims that about 5000 packages of Sugar Free Natura. The application mobile phone users have already downloaded the will also be made available on various applica- application. tions stores such as Android Marketplace and [email protected]

GROUPM helps advertisers to buy digital ad space across various web pages or digital ad exchanges, Making it Easier publishers or blogs on site representation real time basis. firms and online ad Advertisers can use networks) which DSP is an automated process or model to buy a DSP to select, serve represent and have digital media ad inventory. By Kapil Ohri and stop digital ads tie-ups with publish- across select web pages ers. In some cases, a roupM, WPP’s media plan- of this year or early 2012. Tushar of websites on the spot, DSP ties up directly

ning and buying arm, is Vyas, managing partner, South Asia, instead of pre-buying FOTOCORP with publishers. Gin the process of setting GroupM, has confirmed the devel- the digital ad inventory Vyas: on demand Vyas clarifies that up an alternative process to buy opment to afaqs! Reporter. and issuing a release GroupM will use the digital media ad inventory. The What is a Demand-Side Platform? order to publishers or using an ad DSP to buy limited amount of digi- agency plans to start a Demand-Side Unlike ad networks, which rep- network to blindly purchase and tal inventory for its clients. Platform (DSP) for digital media resent publishers, DSPs represent serve ads on websites. Typically, advertisers use DSPs buying purposes in the Asia-Pacific advertisers or advertising agencies. To get access to advertising to buy 10 per cent of the total digital region. In India, the DSP is expected The DSP uses an automated (soft- inventory, DSPs usually tie up ad inventory. to be established either by the end ware or technology) process and or connect with companies (like [email protected]

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   PANTALOONS CEO STYLE INC. 2.0 A Style Icon in Business Romeer Sen, director, Katha Mediatix received the maximum votes on Facebook, while Akshay Chhugani, CEO, indianbackpacker.com received the maximum votes on afaqs! News Bureau

he Grand Finale of the ing Arnab Mitra, regional director, Pantaloons CEO Style India and South Asia, Havas Media TInc. 2.0 was held last Digital, Rammohan Sundaram, month. The contest, conduct- founder, chief executive officer and ed in association with afaqs!, managing director, NetworkPlay involved a hunt for the most Media, Prashant Kumar, chief stylish boss. Votes for the most executive officer, India News stylish boss were cast on two Communications; Aneil Deepak platforms - the Pantaloons offi- (better known as Andy), senior cial Facebook fan page (which vice-president, Mudra Max, and garnered more than five lakh Amit Tripathi, managing director, online fans) and afaqs.com. id8labs. Voting began on December 15, The competition also involved 2010, and went on till January elaborate ramp walks by the styl- 31. Individuals in national level ish contenders, followed by an leadership roles were eligible for entertaining Q&A round. Between nomination. sessions, Pantaloons unveiled its The jury comprised Achala new Spring Summer Collection. At Sachdev, choreographer, the event, Pankaj Tibrewal, chief Manasvi Mamgai, Pantaloons operating officer, Pantaloons, spoke Femina Miss India World 2010, about the benefits of the store’s and Apurva Purohit, chief exec- Green Card offering, through utive officer, Radio City. which shoppers can avail discounts Praveer Gaur, head, distribu- over time as well as have packages tion and syndication, Mahuaa delivered across cities for free. Media, walked away with the This was the second season of Jury Award. the Style Inc. contest. Anil Srivatsa, Amongst the other winners chief executive officer, Kings XI were Romeer Sen, director, Punjab bagged the Pantaloons Style Katha Mediatix, who won an Inc. Male award last year and was award for receiving the maxi- deemed corporate India’s most styl- mum votes on Facebook and ish boss at the time. Akshay Chhugani, chief execu- Part of the Future Group, tive officer, indianbackpacker. Pantaloon Retail India is amongst com, who received the highest the country’s largest fashion chains. (Top) Jury Award Winner Praveer Gaur flanked by the judges; Pankaj Tibrewal number of votes on afaqs.com. and Sreekant Khandekar with the contenders Headquartered in Mumbai, the Meanwhile, Gaur also won company operates over 16 million the First Impression Award; the first and second square feet of retail space, has over 1000 stores runners-up for the same were Vikaas Kalantri, The votes were cast across 73 cities in India and employs over 30,000 managing director and chief executive offic- people. The company’s leading formats include er, White Leaf Entertainment, and Meherzad on Pantaloons’ official Pantaloons, a chain of fashion outlets, Big Munsaf, managing director, Instinct Publicity. Facebook fan page and Bazaar, hypermarket chain and Food Bazaar, a Five other style icons from the corporate supermarket chain world were also a part of the competition, includ- afaqs.com. [email protected]

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   CENSUS 2011 The Countdown Begins DDB Health & Lifestyle, Tribal DDB and Terra, in collaboration with UNICEF, have rolled out marketing initiatives to promote the concept of the Census in the country. By Devina Joshi

he Census of India and advertising prob- THE METHOD: EVERY ELEMENT ably don’t go hand in hand too often. ‘COUNTS’ THowever, the year 2011 is a contradic- he government is putting in huge machin- tion to that. As is known, the Census process Tery in place to make the Census footprint took place last month, and for the considerable this year, including roping in 2.7 first time ever, the Government million enumerators and supervisors, who will of India - in association with make door-to-door visits for the purpose of United Nations Children’s counting. This includes 25 lakh schoolteachers, Fund (UNICEF) - launched as well. a campaign with a total The idea of the campaign comes from the branding solutions perspec- insight of the Indian propensity of getting togeth- tive in various phases. er on issues such as religion, cricket, dharnas and morchas - basically, the power of shared belief. PHASE-LED DDB Health & Lifestyle has employed a he first phase of the cam- multi-media campaign for this, including out- Tpaign, created by Contract reach programmes, PR, digital and mass media Advertising, was more of an to support the idea of arousing a ‘spirit of coop- announcement about the Census (including the eration’ among the masses to come together and ‘infants’ commercial that had a jingle on the participate in the Census process for the benefit importance of infants being counted in the of the nation. Census). It involved house listing and housing The TV campaign includes one 60-second census collection of data on National Population thematic ad which has people from all walks of Register (NPR), and was done during April- life proudly standing up and declaring that they September, 2010. have been ‘counted’ (Meri ginti ho gayi hai), The second phase (‘Enumeration’, created by while two other ads, ‘Disability’ and ‘Gender’, DDB Health & Lifestyle, Tribal DDB and Terra) talk of how disabled people, too, are counted in takes on the job of fighting inertia - of people the Census. Women doing any kind of labour who do not consider being ‘counted’ amongst come under the category ‘working women’. the population as important while the Census is Apart from this, there are two films, featuring actually going on. actors Priyanka Chopra and Sachin Tendulkar. The DDB team was given a brief to create a campaign that motivates individuals to be count- ed in the Census, something that encourages “One of the them to disclose complete and correct informa- tion to the enumerators. biggest barriers is DDB Health & Lifestyle conducted extensive the fact that research to understand the mindset of people regarding the Census and realised that rural people don’t open people are keen to be counted in the Census as it their doors.” gives them a sense of identity, and in turn, makes BOBBY PAWAR them feel secure about having access to basic ser- vices as citizens of India. In some cases, the rural FOTOCORP population were eager to come forward. “Rural people wanted to come to us, and not Here, the celebrity in question popularises the the other way round,” grins Urvashi Guha, vice- Census mascot, which is the ‘Enumerator’ (an president, DDB Health & Lifestyle. However, animated teacher in a uniform) created by DDB certain pockets of the rural population, which India. may be untouched by the Census, need to be The celebrities tell us that they have been educated about it. counted, too (indirectly lending credibility and The urban population, on the other hand, implying that even busy people are finding the saw the Census as a ‘waste of time’ and saw little time to stand up and be counted), and everyone point in getting counted. The ‘do I really have else should open their doors to the Enumerator. to do it?’ question was on everyone’s mind, and Union Home Minister P Chidambaram first people were reluctant to spend the mandatory unveiled this mascot. half-an-hour or 40 minutes with the enumera- “One of the biggest barriers to the Census is tors who came to their doorsteps asking some the fact that people don’t open their doors to the basic questions about them, their incomes and enumerator,” says Bobby Pawar, chief creative properties. officer, Mudra Group, which is why there arose a “Urban people feel these questions are intru- need to design a friendly mascot to represent the sive, or may have tax implications, and are enumerator. hesitant to answer,” says Guha. Clearly, the task is manifold.    ">>

24 afaqs! Reporter, March 1-15, 2011

     

New campaigns across television, print, out-of-home and digital media TELEVISION

SLICE The commercial for PepsiCo’s mango drink, Slice continues with the brand proposition of Aamsutra with its new campaign around the thought - Sabr ka phal meetha hota hai. Featuring brand ambassador, Katrina HDFC LIFE NACO Kaif, the film attempts to The film addresses - in a light hearted manner - the issues The film addresses the stigma in support of those who are bring alive the sweetness of uncertainty and the need to plan for the future through a discriminated against due to their HIV status. of the fruit. storyline featuring two friends and their children. Creative Agency: Leo Burnett, Mumbai National Creative Director: KV Sridhar Creative Agency: Lowe Lintas Creative Agency: JWT India Creative Director: Rupesh Kashyap Creative Team: Amer Jaleel, Manoj Tapadia, Sagar Executive Creative Director: Soumitra Karnik Art Director: Reema Noronha Kapoor, Neeraj Singh and Satyajit Kadam Film director: Karina Taira Film Director: E Niwas Film Director: Manoj Tapadia Production House: Bang Bang Films Production House: White Onion Films Production House: Lintas Productions PRINT

MYNTRA.COM TULIP The ad for Myntra, TELECOM an on-demand The creative for personalisation enterprise data services e-commerce portal talks provider, Tulip Telecom of how fans can order talks of how the official Indian cricket company deals with a team jerseys and print wide clientele connecting their name for free. banks nationwide to providing secure communication networks Client: Myntra.com AMUL BUTTER for the armed forces. Creative Agency: The creative for Amul Butter says that butter forms a Happy Creative significant part of our daily food and states how butter is Services a rich source of nutrients the body needs and how it helps Creative Heads: protect the body against major diseases. Creative Agency: Kartik Iyer and Praveen Equus Red Cell Das Creative Agency: daCunha Communications Creative Director Copywriter: Gopi Krishnan Creative Head and Copywriter: Rahul daCunha and Art Director: Anusheela Saha Art Director: Ranjini Nair Art Director: Sydney Vaz and Sonali Kivasara Copywriter: Swapan Seth OOH DIGITAL

RELIGARE ENTERPRISES Religare Enterprises’ latest outdoor campaign showcases various products and businesses under its umbrella such as broking, lending, mutual funds and life insurance. Drawing a parallel between childhood experiences and financial services, the advertisement LISTERINE TATA MANZA communicates what The mouth wash brand will distribute and send free On clicking the banner, the car tears through the centre Religare is and does in the Listerine samples to Facebook users who visit and ‘like’ of the page and zooms past out of the frame. As the page realm of financial services. their brand page on Facebook. moves down, a video - showing the car’s shape and looks - is played. OOH Agency: Navia Asia Exposure: Mumbai and Delhi Creative Agency: LBi Creative Agency (Digital): iRealities Digital Media Agency: OMD Exposure: MSN.co.in

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

26 afaqs! Reporter, March 1-15, 2011

   ENDORSEMENTS Beyond the World of Cricket Many players from sports other than cricket have grabbed brand endorsement deals which can make cricketers envious. afaqs! Reporter explores further. By Ashwini Gangal

ndia’s improved performance in the last few international sporting events has gifted quite a Ifew new faces to the brand endorsement circuit besides the usual cricketers and the few tennis players from the sports world. Leading the list is Badminton player Sania Nehwal whose annual brand endorsement deals could make many top-rank cricketers envious,

if we leave aside Tendulkar and SUSHIL KUMAR SUSHIL KUMAR SUSHIL KUMAR Dhoni. It is learnt that Nehwal today (From left) Nehwal, Kumar and Singh: the sports stars - after her stunning win at the finals of the Commonwealth Games last Premier League (IPL) is also respon- up of two major sports events last year - the year - commands between `75 lakh sible for this shift. Sponsors of IPL Commonwealth Games, followed by the Asian and `1 crore for a year-long con- teams often use the team’s players Games - helped keep these sports persons in news tract. Many cricketers such as Yuvraj in its ads, and it often conflicts with for many months together. Singh, Gautam Gambhir or Virat the brands the individual player Besides, many brands used these sports stars Kohli would claim the same rate, or endorses. For instance, a cricketer immediately after the win, when the buzz around even less. might endorse Nike in his personal them was maximum, only to have dumped them Besides Nehwal, the other names capacity, but Reebok happens to be later. This trend seems to be changing now. Says, that have caught the brand manag- the sponsor for its IPL team. This is Hakimuddin Habibulla, Olympian (swimmer) er’s fancy are that of boxer Vijender bound to cause confusion amongst and sports consultant, “The endeavour of talent Singh and wrestler Sushil Kumar, consumers. management firms is to make these athletes larger though their rates might not be at Indranil Das Blah, chief operat- than life, to maintain their visibility all through par with that of Nehwal’s. Ashwini ing officer, KWAN Entertainment the year, and to ensure they don’t fade from the Ponnappa, Jwala Gutta (badminton and Marketing Solutions, says, media.” players), or even the less popular “Investment in a non-cricket sport- For instance, boxer Vijender Singh seems to ones such as Mamta Prabhu have sperson isn’t huge, thus decreasing have learnt the trick of maintaining visibility, and also signed a few endorsement deals. the financial risk. Hence, it is seen thus retaining the buzz, thanks to his managers. Public Sector companies or large as a viable option.” He is seen throughout the year across television B2B companies have always patron- One reason why a brand manager shows, and at events and parties. If the boxer ised the winners of international prefers one game over the other is claimed `25 lakh for an annual contract immedi- sporting events such as the Olympics the length of its calendar. ately after the Bejing Olympics, he now charges or the Asian Games. Interestingly, For instance, shooting or boxing `35 lakh for the same. what has changed now is that large will not even have more than one Media also has played a great role in helping consumer-oriented companies have or two events in a year when the these sports stars. They have derived inspirational opened their doors for these sports- entire country watches it together, stories around these sports stars and made them men. whereas cricket is played round the a topic of discussion in drawing rooms - a phe- One reason media observers year. In such a scenario, it becomes nomenon which was earlier restricted solely to attribute to this change is the need difficult to retain the buzz through- cricket. “Brand managers have successfully linked to break the clutter. There is too out the year, around the players these stories to their brands,” says Abhijit Avasthi, much of cricket happening in the ad of these sports. This is where the NCD, Ogilvy. world, which brought in the fatigue professional talent management It’s just the beginning. There’s more to be

factor amongst consumers. Any new FOTOCORP companies have played an impor- done. Many believe that existing talent manage- face brings in a kind of freshness and (From top) Habibulla, tant role to maintain the popularity ment firms are more like brokers who want to helps the brand stand out. Blah, Awasthi: on sports of these non-cricketing sports stars. make money; real talent management is zilch. The annual cricket event, Indian endorsement However, the subsequent line- [email protected]

<<      his Facebook page, appealing to the ‘strength in numbers’. The winners get people talking about it. Further, nation to participate in the Census. stand to get cameras and other priz- the Census website has been refur- The Facebook page for the es and the professional photography bished. Apart from television and The Countdown... Census 2011 contains a photogra- winners’ photos shall be published digital, other media include regional phy contest for the masses, as well in a coffee table book, inaugurated radio stations encouraging people to The TVCs perform a dual service. as for professional photographers, by the Registrar General of India. participate, outdoor hoardings and They are not just educational, but encouraging them to submit photos The Twitter page contains inter- bus panels or shelters. are calling people to take action, as clicked by them depicting India’s esting facts about the Census, to On the ground level, the agency well. Further, digital media such as has created an outreach module, Facebook and Twitter are also being The Facebook page contains a which includes street theatre and leveraged. The Prime Minister, Dr other outdoor devices implement- Manmohan Singh (one of the first photography contest for the masses and ed by the various State Census to be enumerated in the process), Directors. has also put up the campaign on for professional photographers. [email protected]

28 afaqs! Reporter, March 1-15, 2011

LIFE IN AN AGENCY THEN AND NOW From cut-paste artists, proofreaders, carrom boards and cassettes to iPods, digital creative heads and in-house gyms, the last two decades have seen a sea change in agency life. By Devina Joshi

Flashback. Monday, July 1, 1991. An ad agency.

alk in during the afternoon - the day starts late for agencies - and the staircase landing is littered with chain-smoking art directors, ‘wait- CONCEPT BY TEAM SCARECROW ingW for that line’ from the copywriter. Inside, the ILLUSTRATION BY VIJAY VASALA branch head can be seen tearing his hair over the abuse of his couch over the weekend. The Anglophile creative director, after his ego is sufficiently stroked, edits the body copy down to 855 words from 857. The studio guys take a break from the carrom board to stash away liquor left over from Saturday night’s office party. The coffee-vending machine - a friendly office peon - brushes past as he lunges across the street to fetch yet another ‘anda-bread’. A hassled servicing executive begs and cajoles others to do their jobs. The serious looking ‘media’ types are seen walking around the main agency, as the breakup of the full- service agency model is yet to arrive. Cut to the present day. A lot has changed and how! afaqs! Reporter goes back 20 years, to compare how different life in an agency was back then compared to the tizzy times today.

REWIND he early ‘90s were the days when the client- Tservicing person was the brand custodian in the agency. Scurrying to and fro between the client and the creative department, he delivered written briefs and translated it for the creative team who, in turn, passed on their creatives to him for presentation to the client. As some senior level agency executives recall, the ‘poor’ servicing guy did everything. He had to request people to just do their own jobs, who would then ‘oblige’ him as though doing a favour. Often, an account executive or AE doubled up as a strategic planner (this wasn’t recognised as a separate function till the late ‘90s) and even had to look after media planning too. He was often responsible for dealer conferences or drafting speeches for chief marketing officers at events. But Today, the various skill sets that were ‘assumed’ to be there in one person have been disaggregated into specialist skill sets and divisions.

32 afaqs! Reporter, March 1-15, 2011    

with the breaking down of the full service agency were reference points. Going for a pitch meant model, brand ownership got divided amongst going through hundreds of pictures all night trying other departments in the agency. to figure out the best options. “The plus point of Today, the various skill sets that were ‘assumed’ snail paced artwork was that the client couldn’t to be there in one person have been disaggregated suggest too many changes as another week would into specialist skill sets and divisions. There has pass by,” chuckles a senior art director. also been a fundamental shift from ‘account’ to ‘brand’. Earlier, brand building was almost an MR STRAIGHTJACKET, MR PONYTAIL afterthought - running the account was what n ad agency was infamous for its ‘strange’ mattered. Now, the role of the brand is at the fore. Alooking inhabitants. The ‘suits’ or servicing This reflects in the way designations have evolved, lot actually wore suits and ties to work. That seems from ‘AE’ to ‘brand partner’ or ‘brand leader’. to be the forte of agency heads today. Barring Back then, it was hard work earning a agencies such as Ogilvy - which believed in the designation. According to Satbir Singh, chief shirt-and-trouser culture - ‘proper’ was the norm creative officer, Euro RSCG India, someone who for an AE type. “I often ran into Alyque Padamsee was a copywriter then would be a creative director of Lintas at a client’s. He, with the rest of the in the present set up considering the rate at which Nobody looked at a Cannes Levers’ gang at Lintas, always wore ties and jackets. designations are dished out. VPs and AVPs are or a Crispin Porter back Alyque had a folding comb and I have seen him do dime a dozen. “There are ridiculous ones such as his hair in the lift each time,” grins Pandey. vice-creative group head,” laughs Bobby Pawar then. It was the Delhi or The creative department was full of ‘characters’. chief creative officer, Mudra Group. “It was a Advertising attracted misfits, or those who had flatter structure earlier. At Ogilvy, a bunch of us Bombay Ad Club awards failed at 20 other things. Creative folk could throw reported to our creative head, Sonal Dabral, who that mattered. The awards tantrums half an hour before the deadline and reported to the national creative director Piyush say, ‘I don’t have an idea’. “It was a valid excuse Pandey.” Pandey is now executive chairman and culture was not dominant. because ‘creative’ was deeply mystified. There creative director, Ogilvy, South Asia. was an aura around them as though they come put the argument together, that prevented them from another planet and brought with them a GONE WITH THE WIND from being able to sell their work themselves,” skill called copywriting,” muses Ashish Khazanchi he last two decades have seen many feels Sagar Mahabaleshwarkar, national creative vice-chairperson and NCD, Publicis Ambience. Tfunctions become extinct. There were people director, Bates 141 India. Back then if a guy with a decent ponytail who specialised in recruitment advertising or Earlier, a lot of physical artwork was done out listened to Led Zeppelin or Rolling Stones, he proofreading - any typo error and the agency had of the agency. A layout typically took a week to was seen as God’s gift to mankind. ‘I’m creative if to bear the cost of it. With the emergence of film, complete and the artwork had to be prepared I listen to English music’ was the belief. Excellent the importance of print ads nosedived. manually. As Pops puts it, “Assembling the English was more important than excellent ideas Studio jobs like dark room experts, woodcut artwork used to be a big task. Things started with if he or she were to set foot into the ‘copy’ arena. illustration experts, spray illustrators, exhibition a scribble, not some fancy computer application. Madhukar Kamath, CEO and managing specialists, physical product shot guys and cut- Today, you can put an ad together on your director, Mudra Group feels that the arrogance paste artists are all history - just nostalgia value. way to meet a client!” Rohit Ohri, senior vice- among top-level creative folk (who were Earlier, images were manipulated manually. Today, president and managing partner, JWT, points out considered idols) has changed from justifiable computers do the job. The films department, the humourous aspect in this. “Those were the arrogance to fashionable arrogance. “Some of the which exists in some agencies now, was a necessity days when the type-set often fell off the artwork people who were arrogant then were extremely then. Today, production houses have started taking while the copywriter checked the proof.” talented. Today, arrogant seems to be a word care of the execution. Several ancillary industries Pitches involved tonnes and tonnes of print ads. added as a title before your name, when you walk vanished as technology advanced. Set designers, There were no online photo stock libraries - or in for an interview,” he opines. But idol worship is prop makers and model makers disappeared as Google - for image references. It was either the prevalent even now. computer graphics came in. Back then, a ballroom photographers who did the job or the art guys who One school of thought believes that in the setting required an actual ballroom. An aerial doubled up as photographers. There were Black ‘90s, idols were made and worshipped without shot would require a camera to be placed 80 feet Books (stock of real photos). Fashion and other question. The benchmarks weren’t very high. above and one had to take care of every detail in specialised magazines or photographers’ portfolios Nobody looked at a Cannes or a Crispin Porter. costumes, number of models used, the flooring, It was the agency down the corner and Delhi or the arches. Today, digital technology - be it Bombay Ad Club awards. The awards culture distorts on Photoshop, or 3DS MAX - does that.   was not dominant. “I got my first One Show Acording to creative experts, in the old days it nomination in 2000, and it was a huge deal then. ## $  % $ $& #    was ‘craft’ that was at the centre of things. Today, U Today, you may win a Gold Pencil, and the fellow  '$$$()$ $ # $*+Q $#$R the big idea is at the centre. While brainstorming two cubicles away may not even know of it, and if for ideas is the norm today and ‘teamwork’ is *&.   #'$$$R(  #%    he does, ‘Oh okay. So? What did you get it for?’ is a given, it is interesting to note that advertising  *  $ '$$$ *$& %*   the casual comment,” shrugs Khazanchi. departments often worked in isolation years ago.  &     '*  +$ ( The copy and art guys sat separately. ‘CULTURAL’ VALUES U +     *  *$ '*& KV Sridhar (Pops) national creative director,  +$+$(  #% #  **  +$+$ nce upon a time, ad agencies were a Leo Burnett India, shares an interesting anecdote: $  * *$  $ +#( O‘South Bombay’ phenomenon, figuratively “Art directors would feel that some copy is too speaking. This translated into a snootiness that was long and - not fully understanding the language U  *#Q/0$%  $  **# Q  R% palpable. The glamour, the fashion, the models, well - remove conjunctions and punctuations,    $*+ $ (       the photographers, the shoots, all spelt upper class in a bid to make it shorter!” Typography was  * + $ $ '     $ advertising. It was cool to go home at 5 AM and used as a brand’s ‘tone of voice’, and there were   $#$$  $ ( waltz into office at 1 PM - with far less urgency some 20 fonts to choose from. Today, there are and pressure to get things done. 1$ $  *2'$3   '$ * hundreds. The ‘Sans Serif versus Serif’ argument U Office parties were a huge deal and makeshift # #' $  $ % #   ** $4% that erupted between the copy and art person is bars came up at the drop of a hat. Drinking was a distant memory. Today, long copy has given  2'$   *$( big, particularly down South, reveals Ramesh way to a ‘visual’ language. “It could be a lack of UQ)#R$ Q R   *  # $  ( Srivats, founder of the digital outfit, Ten Ten Ten, confidence among art people, or that they couldn’t who spent a major part of his career down South.

afaqs! Reporter, March 1-15, 2011 33    

To kill time, there was cricket, carrom, movies linguists or fine art fundamentalists. “There are during work hours, drinking and smoking in the fewer MBAs in account management and planning office in the evenings and, of course, talking in and more chartered accountants and wannabe English. “But work always got done,” says Pawar. creative people hiding in suits,” observes Senthil Today, carrom has given way to the pool table, Kumar, executive creative director, JWT South. iPods, computer games, movies and downloads of songs and sitcoms. Movies during work hours, CLIENTSPEAK continue to be a favourite. An active online social anjay Behl CEO, Reliance DTH and IPTV at life (Facebook and Twitter) is as much a job as SReliance Communications, delivers the client anything else. But while earlier, people had fun perspective on the visible changes in agency-client and advertising happened ‘by the way’, there’s interactions two decades ago and now. To begin a sense of urgency now with crazier deadlines with, it has moved from a client brief done to and huge pressure on youngsters. But they seem the account head to briefing the creative head capable and confident of handling it. directly. The scope of the creative brief is also Old admen mourn the loss of fun though. transitioning from TV campaigns to an integrated “Teams were small and everyone knew everyone communications package delivery. else,” Pandey of Ogilvy says. “We had more time With agencies becoming less hierarchical, the to work and had a ball too.” There were the small client gets to work directly with a relatively younger things such as walking over to someone’s desk and creative think-tank. Multiple creative teams work chatting. “Now, it hits me that I haven’t visited a on a common brief under the helm of creative floor or department for days,” he reflects. stalwarts. But clients, Behl feels, are falling prey Advertising became a middle class phenomenon to the temptation of going in for slicker creative as small town people showed more hunger. Some executions at the cost of a good idea. “What is agencies identified that quicker and it helped Today, there are more damaging is that many teams feed clients with them get closer to the consumer. Suddenly, it was what they want to hear than challengeg the brief cool to be Hindi or Indian. Lintas’ Hamara Bajaj, engineers and graffiti artists now and then,” he muses. But with more money Ogilvy’s ‘Fevicol’ and ‘Chal Meri Luna’ happened in the creative department at stake, there is a frenzy, on the agency’s part, to around that time. Agencies understood that work retain businesses and an urgency, on marketers’ that reaches people made them famous. than professional linguists or part, to achieve profit targets. This may lead to a Today, there are more engineers and graffiti compromise on what a brand really needs. artists in the creative department than professional fine art ‘fundamentalists’. [email protected]

FAIRGLOW Shining Bright In a bid to promote the revamped fairness soap FairGlow, Godrej launches the No Samjhauta campaign. Surina Sayal

odrej Consumer Products swap their ordinary beauty soaps has re-launched its fairness with FairGlow. Kiosks have been Gsoap, FairGlow, which now set up at residential societies and has a new packaging and shape, other hotspots, where women can along with changes in the formu- exchange their old soaps (of other la. In order to communicate this brands) for a FairGlow soap and and promote the revamped soap, play games such as puzzles and Anindo Samajpati, category head the company has launched the No spin-the-wheel. The aim is to - soaps, Godrej Consumer Products, Samjhauta (No Compromise) cam- The campaign is currently going increase FairGlow’s says, “The No Samjhauta campaign paign, an activation programme, to on in various residential societies in is our initiative to encourage people encourage non-users to sample the Chandigarh, Ludhiana, Jalandhar, inclusion in one’s to live a life without compromising, soap. Patiala, Amritsar, Nagpur, Nashik, while at the same time, induce non- Targetted at consumers who Pune and Aurangabad. It is also beauty regimen for users into sampling the soap.” want a fair complexion, the underway at various hotspots in The No Samjhauta campaign communication campaign aims at cities like Pune’s DVP Campus a lighter skin. aims to target over 18,000 introducing the thought that besides Road, Jalandhar’s Model Town, An interesting part of the households, across cities in the two other things they do or use for Nirala Bazaar in Aurangabad, and campaign is the No Samjhauta story states of Punjab and Maharashtra, fairness, they should also use a other such locations. entries. Consumers can send stories which are its key markets. The specialist fairness soap. The aim is The campaign will also be about instances in their lives when company claims that within a week to increase FairGlow’s inclusion in heavily promoted through a radio faced with a choice and choosing of the campaign, approximately one’s beauty regimen for obtaining campaign to urge women exchange not to compromise, took the right 13,440 soaps have been swapped a lighter skin. their ordinary beauty soaps with decision, however hard that was. already. The re-launch is also being Over the next few months, FairGlow. This initiative will see These inspiring stories will give supported by a TVC, featuring, consumers, especially women celebrities like Punjabi actress, participants a chance to win a cash Saumya Tandon of Dance India across major cities in Maharashtra Neeru Bajwa joining in the prize of `5 lakh as recognition for Dance fame. and Punjab will be encouraged to campaign. their uncompromising spirit. [email protected]

34 afaqs! Reporter, March 1-15, 2011  



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AFSFPFLKLCFKLAF> ¸‡ª€€«€€‚ˆ‚€„”FKCLµPQL@HCLLA’FK    56787  TVS WEGO The Balancing Act Breaking category conventions, TVS Wego’s TVC positions it as a playful mode of transport to navigate city streets. By Ashwini Gangal

BH Mumbai has crafted a new narrative with a relevant social mean- ad campaign to announce the ing,” says Sinha. He further adds Blaunch of TVS’ new scooter, how the Wego is like an antidote to Wego. The scooter is positioned as a today’s stressful urban life. “The task unisex one with features that cater to was to place the core feature of body urban riders. balance in an invitational world of The campaign introduces a new play,” he sums up. Back in perspective in the two-wheeler cat- The creative team at BBH includes egory by highlighting the feature of Russell Barrett, creative head and body balance. Darshan Choudhari and Sundar Iyer, the Saddle The 60-second television com- brand partners. Julien Lutz of Kiss FOTOCORP mercial, titled Faceoff, revolves Films has directed the film. Madison, ajiv Agarwal, director of the recently revamped advertising agency, Nexus around two couples riding Wegos. Bengaluru, handles the media duties Equity, speaks to afaqs! Reporter about the key developments that paved The focus is not on the riders, but for the account. Rthe way to the present. on the girls riding pillion. With no While Subhash Kamath, man- words exchanged, the girls lock eyes aging partner, BBH, tips his hat The biggest defining moment in my professional life was my first job at Rediffusion in 1979 that lasted for three years. I was 23-year- old and those were the agency’s greatest days. I didn’t know a bunch of such brilliant people could exist in one agency. Remarkably, there was a functional but no social hierarchy. Diwan Arun Nanda headed the agency and we could just walk into his cabin. It was special because I was a rookie but still spent many evenings drinking rum with this gang. The professionals there stood up for what they believed in and I, too, spoke my mind. My attitude towards advertising was shaped at Rediffusion and this experience helped me decide what good advertising is. You usually imbibe from those around you and mix that with your own sensibilities and come up with a worldview. This is exactly what happened to me at the agency. I learnt what a good relationship between a client and an agency is. and start competing with each other by performing strange balancing acts ENTREPRENEURIAL CALLING that increase the intimacy quotient I started an agency (Enterprise) in 1983 with Mohammed Khan. We between them and their respective began with a couple of clients. I left Enterprise two-and-a-half years partners. later and started Nexus Advertising with Arun Kale and David Innis. The communication attempts Both events were milestones except that I worked harder for Nexus to position the Wego as the most because we started without businesses and especially since we didn’t efficient and enjoyable means of have Khan’s genius backing us. conveyance for a young urban couple The events were significant since all this while I was an employee to travel within the city. and suddenly I turned into a businessman. As an employee, you According to the agency, the TVC (Left) Sinha, Kamath: balancing act didn’t necessarily have to chase a vision. A lot of things were taken attempts to bring back the fun and care of. But as an entrepreneur, you had to make everything happen spontaneity of the scooter for the towards the team at Wego for - from stationery to running after businesses and getting the team to edgy new urban couple. It demon- encouraging this “brave” campaign, work together. This was also significant because being a business- strates how the Wego’s body balance Barrett enthuses, “At the end of it all, man was never my plan; it just happened. feature allows the riders’ weight to we’re pretty sure people are going to An important learning was that in an organisation, especially a be distributed evenly, thus making it understand that the TVS Wego has start-up, democratisation is for the monkeys since the decision- a sturdy, yet fun ride around the city. got body balance and that can make making process is much better when an individual takes the call. The consumer insight used by some pretty cool stuff happen. How In early 1997, we merged the business (Nexus-Equity) with Khan’s the agency was that these days, the much more technical can you get?” Enterprise to become Enterprise Nexus. We were the first Indian pace of urban life takes a toll on The print campaign for the Wego agency to have a foreign partner (Lowe Group). For the first time city dwellers and commuting is no started in January and will continue in my professional life, I was answerable to somebody and managed longer fun. The commercial tries to to support the television campaign. budgets and targets. I realised then that I am a terrible business man- break this perception and introduces ager and more an inspiring leader. the playfulness of riding a scooter in A FINE BALANCE? the city. hile some industry profession- IT’S PERSONAL Partha Sinha, managing partner, Wals adored the ad, others found The recent revival of Nexus Equity was a crucial one for me. I had BBH further explains the position- it just average. hung my boots and stepped out of advertising prematurely. Though ing, “Wego is designed specifically Swati Bhattacharya, vice-presi- I’ve missed out on the hullabaloo of the past few years, the agency for urban couples. It’s packed with dent and executive creative director, will be well established in the next five years. enough to please ‘him’ and ‘her’. As told to Ashwini Gangal We wanted to amplify this product   9>>

36 afaqs! Reporter, March 1-15, 2011

  KERALA A Bright Chance The Times of India is all poised to enter the English newspaper market in Kerala. By Sumantha Rathore

he Times of India (TOI) has the existing market, which should be decided to enter the state of beneficial to other players in the same TKerala, and like always, TOI’s category, as well. It is also expected to much anticipated entry has sent off expand the size of retail advertising in ripples of excitement across the state’s the state for the English dailies through print market as it prepares to welcome its supplements and localised products. India’s No. 1 English daily of the coun- There is another point of view try this year. according to which the slow growth Initial reports indicate that the TOI rate of English print in the state is due could get a smooth entry into the state. to lack of product differentiation. Says The gap between the number of poten- Muthukumar, “All English language tial readers and the number of English dailies that have entered Kerala with newspapers is very wide in Kerala. As (From left) Muthukumar, Ahuja and Alambara: looking at the gap an English daily are from the southern per IRS 2010, the total number of cop- region, which has resulted in abso- ies for all English dailies put together is only 3 lakh existing advertisement rates. For instance, Malayala lutely no product differentiation.” in the state, even though there are 60 lakh people Manorama (all editions) claims a rate `2,200 per sq In addition, most English newspapers in the who can read English. cm for coloured pages and Mathrubhumi claims state are considered to be more Tamil in content S Muthukumar, senior vice-president, Lintas `1,610 per sq cm, while The Hindu, the most-read and flavour, than Malayalam. A senior media prac- Media Group says, “The TOI is expected to trigger English daily in the state, commands only `480 per titioner says, “For instance, take the case of Sun off a greater reading orientation of English news- sq cm. TV, a Tamil television channel. It may be popular papers, as they have done in Delhi, Bengaluru, The TOI, with its aggressive marketing tactics in Kerala, but is not the lead channel. This implies and Chennai. Besides, the state has a high literacy is expected to bring about a positive change in that the consumers in the state are willing to com- rate and an affluent readership which is waiting to promise in the absence of good content, but will emerge in the new era.” The total circulation (all not do so when options are available.” One of the reasons why English newspapers The situation is considered to be favourable for fall behind in the state is perhaps due to the fact English dailies) is 3 lakh in the Times Group, though. The TOI’s cosmopoli- that like West Bengal, it is the regional language tan image could be a big factor in differentiating newspapers that rules the print market. The state Kerala, even though there the new product, and if it gets the product right, it claims a total circulation of 29 lakh copies for are 60 lakh people who can stands a greater chance of success. the Malayalam dailies. The other reason for the    vernacular dailies doing good business is their read English in the state. >>

SARBASADHARANA sales. For each of its 11,000 or so employees, the group has assigned a target of getting three-yearly sub- Newer Pastures scriptions for the newspaper. As of now, about 30 per cent of the The newspaper, Sarbasadharana, is the maiden venture of SLB Media & circulation of Sarbasadharana is sub- scription-based. And, with this drive, Entertainment, a unit of SLB Group of Companies. By Sumantha Rathore the daily is hopeful of expanding its subscriber base. disha has got a new The daily has 16 pages on an aver- local-language daily, age, of which only six are in colour. OSarbasadharana. The news- It does not have any supplements. paper has been launched by SLB As per the company officials, the ad Media & Entertainment, a new divi- rates are `210 per sq cm for a colour sion of SLB Group of Companies. page and `150 per sq cm for a black- The Oriya daily hit the news- The Oriya daily hit the newsstands with and-white page. stands in February, with an initial The new entrant will face com- print run of 20,000 copies. Printed an initial print run of 20,000 copies. petition from Sambad and Dharitri, and published from Bhubaneshwar, among others in the state. the daily has two editions. Its morn- run of 10,000 copies, which will be To announce the launch of the For the record, the SLB Group ing edition has a print run of 15,000 increased. newspaper, the group took up 260 of Companies started off in 2005 as copies, while its dak edition has a Talking about the new venture, hoardings across Odisha. a third-party distribution company, print run of 5,000 copies. Debashis Balbantray, administrative The daily comes with a cover with six branches across Orissa. The The group is planning to launch officer, SLB Media & Entertainment, price of `3. It has launched a sub- company is involved in life and gen- a second edition of Sarbasadharana says, “It will serve as an authoritative scription drive, where the annual eral insurance, fund management soon. The edition will be launched media outlet that will feature the subscription is `1,000 and some free consultancy, and agricultural devel- from Baleswar district and will cater latest national news as well as other gifts have been thrown in. opment and construction, among to Baleswar and its neighbouring stories from across the globe, apart The group has also launched a others. districts. It will have an initial print from the local news coverage.” unique drive to push its subscription [email protected]

40 afaqs! Reporter, March 1-15, 2011

    Will Too Much Cricket Put Off Viewers? The Cricket World Cup will be followed immediately by the IPL T20 games. Will cricket be able to keep its viewers? By Anindita Sarkar

1>) 7> 77): ;8<=)>:8:)< ) )>?88: Senior vice-president, ZenithOptimedia EVP, country head, Mudra Connext Chief revenue officer, ZEEL CEO & co-founder, Ormax Media

RATINGS ON CRICKET WE HAD 181 DAYS YES, THE OVERDOSE OF CRICKET ENGAGES HAVE DROPPED OF CRICKET (THAT CRICKET HAS LED TO INDIA IN A WAY THAT ALREADY. DURING A INCLUDES IPL 3 AND FATIGUE. ABOUT FIVE CAN NEVER LEAD TO MULTI-NATION CRICKET INDIA’S MATCHES) IN YEARS BACK, ONE-DAY LONG-TERM FATIGUE. TOURNAMENT, MUCH 2010. BEFORE THE IPL MATCHES WOULD SCORE BUT YES, TWO BACK- DEPENDS ON THE TEAM’S ERA, INDIA PLAYED RATINGS OF EIGHT OR TO-BACK EVENTS WILL (INDIA) PERFORMANCE AN AVERAGE OF TEN. TODAY, A RATING CREATE SHORT-TERM to drive viewership. Last three to four series a year, plus of four or five is considered fatigue. year, the T20 World Cup a multi-nation tournament. But good. Ratings for test matches The World Cup is a premium saw almost 40 per cent fewer more cricket hasn’t meant fatigue have come down to one. event but also one that’s driven viewers than the IPL, given to a majority of Indians. This is Also, with so many media primarily by India’s performance. India’s performance and exit. demonstrated by the high rat- platforms conveying informa- The format of this World Cup is The mega event in the ings of the India-Bangladesh tion on matches, sitting and such that India will definitely be subcontinent with the added World Cup opener that followed watching cricket all day is in the tournament till the quarter media coverage only adds to a long India-South Africa series. no longer a must. Moreover, final. Also, five out of six matches the clutter. The IPL begins Viewership of the India-South channels across genres are featuring India (in the league within a few days after that Africa test matches was quite creating differentiated content stage) are on the weekends. So, and that’s another 200 plus good, too. and there is less navigation of we can expect high viewership. hours of cricket in India. In On an average, Indian men audiences from genres such as The most interesting influ- the World Cup, we expect the (lighter TV viewers) watch TV GECs or music. ence of the World Cup will be on key matches (India’s matches, for nearly two hours every day. Fluctuations in viewership IPL 4. This is the first time IPL the quarter finals, semi finals While the total amount of TV patterns (for India’s matches) will be played just after a major and final) to be blockbust- viewing does not increase dra- do take place depending on ICC event. While IPL is a strong ers. The IPL will see regional matically, live cricket matches performance. The good part brand, the World Cup will cer- spikes in viewership depend- take away a large portion of this of the story is that the GECs tainly impact it - even the most ing on the teams and players when India plays. and cricket channels have diehard cricket fans won’t watch playing. It’s more like every- Unless India’s performance learnt to co-exist. Advertisers 90 days of back-to-back cricket. day primetime entertainment plummets at the World Cup, are ready to take risks and I expect a drop of 15-20 per - you can always come back viewership will be sustained and there is enough money for cent. Two things the World Cup even if you miss a few shows. IPL 4 will add women to the everyone in the market. will not impact are the advertis- The fatigue will get evened already cricket crazy male audi- ing on IPL (it’s largely sold out) out in regional spikes. ences. and IPL’s brand equity.

42 afaqs! Reporter, March 1-15, 2011

 CII SUMMIT The Future of Content The panel discussed that in today’s world, iPads, tablets and new devices play an important role in how content is created and customised for all platforms. By Sumantha Rathore

“The 15-30 age group forms the core group of the new media and this is also the core group that watches movies in theatres.” RAMESH SIPPY

“We are trying to modify our content for the new media but till now, we haven’t come across a single robust new he day-long CII Summit, held at the people are ready to consume television content media platform.” Hyatt Regency in Delhi on February 18, on new media, and does it worry the content RAHUL JOHRI Tsaw the media fraternity discussing vari- creators that it will eat into the share of tel- ous issues concerning the industry at large. evision consumption. In answer to that Singh The second session of the day dealt with the said, “New media is here to stay and we have “As new media and emerging opportunities for content creators in to embrace it. People are going to consume the technologies come the world of new media. media the way they want to.” up, measurement Moderated by Sameer Manchanda, chair- Moving on to Balsara, Manchanda asked if person and managing director, Den Networks, advertising and media buying will also undergo systems will stay the session had panellists including Ramesh changes, with the new media becoming a sought aboard to inform us Sippy, president, The Film & Television after source of television content consumption. about viewership Producers Guild of India; Rahul Johri, sen- To this, Balsara replied, “Although print and patterns.” ior vice-president, Discovery Networks television account for 85 per cent of advertis- SAM BALSARA Asia-Pacific; Sam Balsara, chairperson and ing, advertising in new media in our country, managing director, Madison World and excluding search, is still very low. But adoption Man Jit Singh, chief executive officer, Sony in India is finally taking off, and there is no “New media is here Entertainment Network. doubt about this.” to stay and we have Manchanda started the session by asking if [email protected] to embrace it. People are now going to consume the media the way they want to  SAMEER MANCHANDA, CHAIRPERSON AND MANAGING DIRECTOR consume.” MAN JIT SINGH DEN NETWORKS ALL PHOTOGRAPHS BY SUSHIL KUMAR

<<    0 revolve around attracting the young- “The IT industry will bring in lots of the existing English players or even er readership of the households, as readers from other parts of the coun- the vernacular print, but from the A Bright Chance well as immigrants in Kerala,” says try who are used to reading the TOI,” fast developing television business Narendra Kumar Alambara, gen- says Alambara. of the state. TV has grown tremen- However, there is also a word of eral manager and head, Starcom According to Chetan Ahuja, gen- dously in the state during the recent caution for the TOI. A section of Worldwide, Chennai. eral manager Mumbai, TME, the past. Radio’s popularity is growing the industry is of the view that the The TOI plans to launch four TOI would work better in Kerala rapidly too, and retailers have more new entrant should aim at being the editions in the state, which includes than it did in Chennai. The lessons cost-effective opportunities with the second newspaper in the household, the Malabar, Kochi, Travancore and learnt from its Chennai experience radio, than with newspapers. “TOI rather than trying to increase the Kottayam editions. could be crucial in planning its Kerala will have to compete with the differ- readership base or replace the other According to experts, in all likeli- strategy. However, industry observ- ent mediums that have sprung up in language or English dailies as the hood, TOI will focus most on Kochi, ers also believe that for the TOI, its recent times,” says a media expert. only newspaper. “Its strategy should a fast emerging IT hub of the state. biggest challenge will be not be from [email protected]

44 afaqs! Reporter, March 1-15, 2011    

   @! CVL SRINIVAS I MD, LIQUIDTHREAD APAC I CHAIRMAN, SMG INDIA << The Balancing... JWT Delhi says, “The insight used Learning Along the Way is great. I love the way newly mar- ried love is displayed today. It’s not about how much you love the guy, picking up a lot of big businesses it’s about how you’re cool enough to such as BPL, Maruti Suzuki, Perfetti, openly show it!” Dominos and ABN-AMRO. Besides the show-and-tell con- “Earlier, everybody considered sumer insight, she particularly likes Madison to be a Mumbai-based agen- the feel added to the situation by cy, but I kind of helped it spread its the girl’s bangles. “Clearly, there’s wings beyond,” says Srinivas. a whole ‘Chandigarh or Punjabi “If Fulcrum was all about Unilever feel’ to the ad. There’s something and about the best media practices, ‘wicked’ about the whole deal,” says Madison was getting to know about Bhattacharya, adding that the sound media as a business,” he remarks. track goes really well with the visu- Working with Sam Balsara proved als. to be enriching and helped him shape So, what’s Bhattacharya’s take on his career better. the way the campaign puts forth He then moved to GroupM to the USP of body balance? “Any head Maxus being offered the job by USP, if brought about in this kind Andre Nair, GroupM’s South Asia of memorable way, is great. Buyers head. It was a challenge with Maxus will do their research and homework being a sister agency of Mindshare anyway before making a purchase and not enough attention being paid but this is a brilliant way to put forth to it. the main product offering,” she says. Srinivas set about the job of mak- Bhattacharya adds that the crea- ing it an independent media brand tive team could have easily shown moving out of the Mindshare shadow a bunch of trapeze artists balancing putting to test all other skills picked up over the years. Joining as CEO, Maxus India, he moved out in 2007 as CEO, Maxus, Asia-Pacific. Today, the India-born agency is a global brand with offices in the US and the UK as well. Wanting to explore newer areas, Srinivas then moved out of media agencies. SUSHIL KUMAR “I cannot do the same job for long By Nandana Das and need to constantly confront chal- lenges and be thrown into all kinds of his mechanical engineer from new situations,” says Srinivas. on the scooters to display the body Birla Institute of Technology “I cannot He worked as a consultant to a balance feature. “Of course, there Tand Science (BITS), Pilani, do the same host of start-ups in the digital space would have been no namak had they never thought he would end up with and a few private equity funds that done that,” she says. a job in a media agency and what’s job for long showed interest in the media sector. Overall, she feels that this ad is more, would start loving it. But that He also did a two-year-stint with The rather daring as opposed to other is what CVL Srinivas did. and need to Times of India in the private treaties bike and scooter ads that are much It was while working with TVS division, as the director. “safer”. Group, Bengaluru (then Bangalore), confront new An interaction with the Starcom Putting forth a different point of that he thought of going ahead and MediaVest Group (SMG) leadership view, Rohit Malkani, executive crea- arming himself with an MBA from challenges.” and Laura Desmond, global CEO, tive director, Grey, says that the ad is XLRI Jamshedpur in 1993. It was a SMG led to another twist in the story. not too memorable. “hunger to do things that are chal- Srinivas found Desmond’s vision “Though it starts really well, the lenging and different” that was constantly bothering extremely futuristic. end, in my opinion, is a bit contrived him. At Starcom MediaVest, Srinivas has a two-fold role. - with the bit about the old Parsi That degree transformed his career. He joined As the chairman, he oversees the Indian operations. He couple observing the scene,” he says. Fulcrum (then HTA Fulcrum and later Mindshare also has to work with his co-workers to infuse quality However, he does feel that the ad Fulcrum) getting to know the media industry for the talent into the organisation and up the momentum to is visually funny; thanks to the two first time. Srinivas considers himself fortunate enough take SMG India ahead. women doing things one doesn’t to have worked on Unilever handling the food and Srinivas is also the managing director of normally get to see. personal care portfolio. LiquidThread, a digital-led agency in the business “But it does not quite come He moved to Madison after five years to run the of audience aggregation and content development. together in the end,” he adds, none- Bengaluru office. He recalls pitching for and eventu- Launched by SMG globally, last year, LiquidThread theless. ally winning the Coca Cola business and considers it now is being rolled out in the Asia Pacific region. To sum it, Malkani thinks the to be the big high in his career graph. For the first time, Content excites Srinivas along with his hunger for film is a great first watch but pretty a global company handed its media business to a local working with growing businesses. “I prefer jobs that low on ‘repeat watch value’. He agency wanting to become a more local brand. require thinking out of the box,” he concludes. finds the music “okay”, too. Madison grew further with Bengaluru and Delhi [email protected] [email protected]

afaqs! Reporter, March 1-15, 2011 45   RADIO MANGO Being Nostalgic Listeners of the radio station relived the excitement of the red-letter day when India made cricketing history. By Nandana Das

ith the onset of the ICC Cricket World Cup 2011, Radio Mango celebrated “Everything on air reflect- W February 18 as a tribute to India’s 1983 ed that historic Saturday. World Cup triumph, when India brought home the Cup. On that day, listeners of the radio station We re-created the sense were transported back to June 25, 1983. of anticipation, as we Talking about the initiative, Ravi Nair, director, programming, says, “Everything on air reflected approached the time of that that historic Saturday. Right from the day’s news, match (1983).” weather updates, stock prices, traffic updates, RAVI NAIR gold prices, commodity prices, petrol prices - at each location in Kochi, Trissur, Kozhikode and Kannur, everything had a touch of that day in 1983. We even played some hit numbers of that Malayalam movies running during that time, as tors were on air, speaking as if they still held those time. We re-created the sense of anticipation, as we well as a promo of the Hindi film Mahaan, featur- positions, wishing the Indian team good luck for approached 16.30 hrs (Indian Standard Time), the ing Ashok Kumar, Waheeda Rehman, Amitabh the 1983 World Cup Final. start of the India-West Indies Final.” Bachchan and Zeenat Aman. At 4:30 PM, the station started giving out Radio Mango’s aim was to target the younger Ex-mayors, ex-commissioners and ex-collec- regular updates from the television in the stu- audience who had not experienced the excitement dio, revisiting the historic match, so that a new of the 1983 World Cup. generation of listeners would be able to feel the Speaking about cooperation from the radio sta- Radio Mango’s aim was excitement of the victory. tion’s advertisers, Nair says, “We never thought It is to be noted that a very few homes in the that we would end up getting such a positive to target the younger country had television back in 1983 and over response from our clients, as this was designed audience, which had not 90 per cent of the population had to depend on solely from the programming point of view, just the radio. to go back to the past.” experienced the excitement “This was one of the reasons behind this plan,” Though the advertisements were contempo- explains Nair. rary, the radio station played movie trailers of of the 1983 World Cup. [email protected]

COLORS day-branding route in order to get more audience on board.” While Shandaar Shanivar has Upping the Ante been launched, Super Sunday will be launched in March with its Shandaar Shanivar recently acquired international Branded as and Super Sunday, the content line-up for property, Guinness World Records - Saturdays and Sundays exhibits a vertical format. News Bureau Ab India Todega. The property will be supported by a movie title for olors, the second-in-com- Wanted - High Alert, the crime- that day. mand of the Hindi GEC based reality show, occupies the “While we run approximately 22 Cdistrict, has taken the day- 10 PM slot. It targets the male and hours of original content currently, branding route in a bid to add more youth audience set, while Andhera, we will be extending our line-up variety to its content line-up during a supernatural thriller, is aired at 11 to about 25 hours with these new weekends. PM as part of Colors’ gameplan to properties,” informs Yardi. Branded as Shandaar Shanivar pump in more adrenaline with some The channel plans to use Wanted and Super Sunday, the content edgy content for viewers. Andhera, is - High Alert as the tent pole prop- line-up for Saturdays and Sundays produced and directed by Vikram erty to market its other new and exhibits a vertical format. “This Bhatt, with Anita Hassnandani as upcoming weekend shows. means that the original content the lead protagonist. Produced by BAG Films, the that is being run on Saturdays will Currently, at 8 PM on Saturdays, “We decided to go show is hosted by film and tel- be different from that of Sundays,” the channel has on air the one-hour evision actor Sushant Singh and explains Ashvini Yardi, program- ‘maha episodes’ of its fiction prop- ahead with the day- features real cases of convicts on ming head, Colors. erties, while its dance reality show, branding route as we the run. Colors began its day-branding Chak Doom Doom is screened from “We expect the show (Wanted initiative on Saturday, February 26, 9-10 PM. wanted to get more - High Alert) to pick up gradually when Shandaar Shanivar’s original Says Yardi, “We needed to audience on board.” through content, word-of-mouth programme line-up saw the launch add variety and more genres to ASHVINI YARDI and also through brand recall,” says of two new one-hour properties our current programming line- Yardi. Wanted - High Alert and Andhera. up. Therefore, we chose the [email protected]

46 afaqs! Reporter, March 1-15, 2011     Some of India’s well-known professionals write on issues that they feel passionately about

RAJNISH Social Curation

s per comScore October IMPACT ON DEVICES 2010 data, more than 175 urrently, the device manufac- million US internet users Cturers are taking a fragmented watched online video con- approach to online video. The cur- tentA for an average of 15.1 hours per rent approach is to allow content viewer. owners to put their apps on the App Social video curation is a pro- store/platform of the device manu- cess where after watching a video facturer. The content owners are the user shares the same with his expected to do most of the heavy social network by either posting it lifting in defining the consumer on his Facebook wall, Tweeting the experience and in deployment across video link or embedding the video different App stores. on his blog. On an average, each With social curation becoming user has approximately 220 friends on another compelling way to discover Facebook and around 30 followers on videos, the user would want a ser- Twitter. Each user, by the process of vice that helps him consume curated social curation, creates a large multi- videos from multiple sources all at plier effect and creates a rich volume one place. of real-time data that could be more In the future, the device manu- useful than the TV rating systems. & $ '#$  *   ** facturers (tablet, internet-connected Now imagine a service that takes TV, smart phone) could start offering this large volume of curated video   $  '$$$( a video discovery service that aggre- data and leveraging machine algo- gates curated content from multiple rithms creates a compelling video sources and creates a personal expe- discovery experience that mimics TV Score, the US user watched 36.5 and Twitter have not created a rich rience powered by an individual’s but has all the smarts running in the billion videos and consumed 156 bil- consumption experience across social connections. cloud. The experience (unlike TV) is lion minutes in July 2010. devices like touch enabled tablet, The video discovery service personalised and consumers discover Data already shows that people internet-connected TV or on smart would be expected to do most of videos that people with similar tastes are spending more online minutes phones. the work in defining the consumer are watching and the ones that are on social networks like Facebook A service that uses curated video experience across different devices. trending in real-time. and Twitter than Google. With social data to create a compelling consump- Will this video service be owned Services powered by social cura- curation of videos, the consumer is tion experience across devices could by the device manufacturer or will tion will fundamentally impact the more likely to discover videos on lead to greater consumption of vid- it be a third party service is the search and connected devices busi- Facebook, news feed or on Twitter eos on these services. Hence the big question. The likelihood of this nesses. feed rather than searching for it. consumer would have lower propen- being a third party service, which As per TubeMogul research, sity to search. works across different devices and IMPACT ON SHARE OF referral traffic for online video from Going forward, these kind of brands is highly likely. ONLINE MINUTES OF Facebook and Twitter is growing video discovery services could poten- SEARCH faster than search engines. tially garner a larger share of online ideo creates large amount of The problem in the past has been minutes (probably at the expense of Rajnish is the co-founder of video Vonline minutes. As per com- that social networks like Facebook, search). discovery service, Shufflr.  

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

ADVERTISING > Publicis Ambience has roped in Tushar Kadam as He began his career at > Sanjeev Gauba, senior executive creative director. He will report to Ashish Khazanchi, Interact-Vision, where he han- vice-president, Bates 141 has vice-chairperson and national creative director at the agency. dled the Gulf Oil and Nitco Italian joined Law & Kenneth as senior Kadam’s most recent assignment was with a digital agency, Marbles, Hamam to name a few. vice-president. He will report Experience Commerce, where he had a short stint of about He shifted to Clarion Advertising to Sanjib Dey, chief operating three months as creative director. Earlier, Kadam was with Leo Services after that, till his stint officer, Law & Kenneth, and will Burnett, Mumbai. with Lowe Lintas began. The be based in Delhi. At Bates 141, Kadam started his career at Lowe Lintas, and worked on brands he headed at Lowe Gauba was heading the Dabur Clinic All Clear and Axe deodorants. included Rexona, Axe, Pepsodent, business, including its oral care He moved to McCann Erickson after that and worked on Camlin, SIFPSA and Polaris. He businesses, as well as its skin brands like Onida, Johnson & Johnson and Hindustan Unilever. also worked closely on the Clinic care businesses. Gauba has also This was followed by a stint at Ogilvy Mumbai, where he worked Plus brand. handled Artd’inox and led the team for the repositioning of on Hutch regional, Haathi Cement and Cadbury. Prior to his stint at BBDO, he was heading Altitude, one of Zee News at Bates 141. Kadam moved to JWT Dubai and then Leo Burnett Mumbai, McCann Worldgroup’s key divisions. Before this, Pannaswami At Law & Kenneth, an important part of Gauba’s immediate where he spent three-and-half years working as creative direc- served as group business director at McCann Erickson for six mandate will be to handle the newly acquired Dabur brands. tor on accounts such as P&G, Heinz and McDonald’s. years. He has more than 19 years of experience in the advertising Kadam has won awards at the Abby’s, Goafest, Adfest Asia- industry and has worked with top creative agencies such as Pacific and London International. Mudra and Rediffusion Y&R. He has worked on brands such as He has achieved ‘In book’ status at the One Show and MEDIA JK Tyres, Nestle, Red Tape shoes, LIC, Air India, ING Insurance, D&AD awards. His work has also been chosen for inclusion > Sakaal Media Group Daikin ACs, Yamaha Bikes, 8PM Whiskey, Reliance India Mobile in the Poster collection of the Louvre’s Musée de la Publicité has roped in Kajal Malik and Magic Moments Vodka. in Paris. to head its newly created division, Brand Solutions > Pickle Lintas’ national crea- > Ogilvy Bengaluru’s creative Cell, with immediate effect. tive director Rahul Jauhari is director, Debangshu Kerr has Earlier, she was working with headed to Everest Brand Solutions moved to the Mumbai-based inte- Lintas Media Group as head, as NCD. grated brand services agency, planning, ITC Foods. With the development, he Think WhyNot as executive crea- In her new role, Malik will ends a three-year stint at Pickle tive director. Kerr will report to report to LS Krishnan, busi- after joining as NCD in April 2008. the agency’s chief executive offic- ness head, Sakaal Media Jauhari was to take up an addi- er, Sangram Surve. Kerr was with Group and will be based in tional role in Lowe Lintas after the Ogilvy for over three years, from Pune. With more than 18 years of experience in strategic Pickle restructuring, along with September 2007 to December planning, media buying and brand and media research, heading the agency’s creative. 2010. she has worked on various categories including FMCG During his tenure at the agen- As executive creative direc- (ITC, Nestle, Dabur and Hamdard), consumer durables, cy, Pickle picked up significant tor, Kerr will now head all four automobiles and telecom. accounts such as Volvo, Maxx Mobiles, SAB TV, Nestea Iced Tea divisions of Think WhyNot - the advertising agency Atlantis, Malik’s immediate plan of action involves gaining in depth and Dabur Vatika Shampoos. Caffeine - an activation specialist agency, Twist in the Tale - a understanding of Sakaal’s offering and then figuring out Jauhari started his career in 1996 with McCann Erickson film production house and Voila - a strategic brand design the best solutions for various brands. and later on joined Rediffusion-Y&R and then shifted to Lowe outfit. She adds that the Sakaal group organises about 300 Lintas. He handled brands like General Motors, Microsoft, Kerr started his career at McCann Erickson and has worked events every year and her aim is to bring more brands Hindustan Times, Gillette, Virgin Atlantic and India Today for agencies such as TBWA, Publicis Ambience Confluence closer to the group. Group, Canon, Citibank, NIIT Software Solutions, Maruti and Communications, Saatchi & Saatchi and Mudra before joining Iffco-Tokio General Insurance and Airtel, among others. Ogilvy. > Ajay Vidyasagar quit He has handled brands such as Coca Cola, Fanta, Columbia Sun TV Network as its chief > Globus Spirits, the Delhi-based liquor company has appoint- Tristar Films, BPL Mobile, TimesBank, Zee TV, EsselWorld, operating officer after a two ed the ex-branch head of Contract Advertising Delhi, Surajit Water Kingdom, Onjus, TVS, Good Knight, Parachute Oils, year stint. He had joined Roy as consultant, marketing. Based out of the capital, Roy Frooti, Appy, Bailley’s water and soda, IndianOil, LIC and Nivea the Sun TV Network in June will report to Ajay Swarup, managing director of the company. to mention a few. Roy will have a two-fold role in the company. He will manage 2009. Prior to Sun Network, Vidyasagar was president the brand and identity of Globus Spirits’ sister concern, Grass > Sandeep Madan is follow- (content and new media) at Academy. He will also advise Globus Spirits on managing its ing Airtel to Africa. As the head of STAR India, where he worked liquor brands and will take care of the brands’ communication Rediffusion Y&R’s Delhi branch, for 14 years. and advertising. Madan was closely associated It was during his stint that During his 25 year long career in advertising, Roy was with this homegrown telecom STAR Plus launched the sec- with Contract since 2005 and was looking after all the brands brand for more than three years, ond season of the country’s handled out of the Delhi office, with special focus on NIIT, Del until the business was shifted most popular game show, Kaun Banega Crorepati, after a Monte and Domino’s. to JWT last year. Subsequently, gap of four years. The same year, STAR also came up with Before Contract, he was the vice-president and client ser- Madan quit Rediffusion in January its second GEC, STAR One. vices director at JWT. He started his career in advertising with this year. Vidyasagar has also dabbled in advertising and was Grey Worldwide. After a three-month stint at the agency, he He has worked with agen- associated with Ogilvy, Bengaluru, where he spent about moved to JWT in 1986, where he worked for 19 years. cies such as Publicis India as six years. He had left the agency as account director. senior vice-president and McCann He is known to have used several innovative marketing > Lerin Zacharia has been Erickson as client services director. He has also worked strategies to promote STAR Network’s channels. appointed by Law & Kenneth as with Enterprise Nexus (now Bates 141) and Black and White vice-president, specifically to Communications. head the agency’s Renault brand Apart from Airtel, some of the brands he has worked on in India. are Hewlett Packard India, HCL Toshiba, General Motors India, Zacharia joins the agency from Skoda Auto, Maruti Suzuki, Perfetti India, Aviva Life Insurance MARKETING Ikon Advertising & Marketing in and Metlife India. > Kansai Nerolac Paints has roped in Yatnesh Pandey as Dubai, where he was the regional head - planning and marketing. He will report to Sukhpreet account director. Currently based > Nagessh Pannaswami has joined the recently launched Singh, general manager, marketing, Kansai Nerolac Paints. in Mumbai, Zacharia will work Curry-Nation. He will be leading the agency with Priti Nair. Before this, Pandey was marketing manager of the image closely with the Chennai branch Pannaswami moves in from BBDO Mumbai. communication product (ICP) division at Canon. Pandey has from where the Renault business At BBDO, he was responsible for new business devel- 12 years of experience in product and brand marketing for is handled. opment and overall performance of the agency’s Mumbai consumer durables of which he has spent six years at Canon. Armed with 16 years of experience, Zacharia started his operations. He has worked on several blue chip clients such Before this he was with Sony India’s consumer audio-video career in 1995 with Clea Advertising, then moved to Rhizic as P&G Gillette regional, P&G Gillette India, Godrej, Bayer and division for three years. Pandey has also done a five-year stint Communications before joining Ikon. Johnson & Johnson. with Samsung.

48 afaqs! Reporter, March 1-15, 2011     ROUND TABLE CONFERENCE Realty Bytes: Constructive Views

The panel discussion dealt with a gamut of issues related to the real- PRESENTED BY estate industry. The gathering discussed trends, debated on thoughts, analysed policies and devised best practices. By Ankit Bhatnagar

he afaqs! Roundtable Conference held on February 23 at The Park, Kolkata, Tfocussed on the branding and marketing strategies of the real-estate industry in India. The panel of speakers comprised Harshvardhan Neotia, managing director, Bengal Ambuja Housing Development; Sunil Mohta, direc- tor, Merlin Group; Jitendra Khaitan, director, Pioneer Property Management; Biswadeep Gupta, general manager, Eden City Group; Gautam Ganguli, director - client leadership, Mindshare; and Mahesh Motwani, senior vice-president, Lintas Media Group. Bitan Chakraborty, assistant general manager, Highland Group, moderated the sessions. The esteemed panel: (From left) Chakraborty, Khaitan, Ganguli, Neotia, Motwani, Gupta and Mohta The panel members deliberated at length on various issues: Marketing - is it a conundrum for the realty business? Are Indian property develop- than even setting up a factory. “To set up a factory, ers setting global standards, whether real estate Triple taxation on real the state government might offer you subsidies players do enough to gain the customer’s trust and estate projects through (through SEZs and rural development initiatives), credibility, and how can the industry increase its but they won’t for a realty project,” Mohta said. presence in the mind of the buyers. Social issues Value Added Tax, service According to Ganguli, that was true because in like affordable housing were also discussed and real-estate, since there was no product ready in various ways and approaches suggested. tax and stamp duty was a hand, it was difficult to qualify for subsidies. Triple taxation in terms of VAT (Value Added SOLVING THE MARKETING RIDDLE hot topic of the session. Tax), service tax and stamp duty was a hot topic for ow important is marketing for the realty all and sundry. The pros and cons of lobbying and Hsector? With increased competition, does positive word-of-mouth. Gupta said and reiterated sector representation through trade fairs and prop- marketing become as important for real-estate as it with some examples that since real-estate manage- erty melas was also weighed. The panel agreed is for other industries? How well can concepts like ment is a service, nothing could beat references that industry bodies like CREDAI (Confederation state-of-the-art, modern, world-class, and value and word-of-mouth as the best marketing and of Real Estate Developers’ Associations of India) for money, help in marketing? “These are words publicity tools. Traditional media of communica- help bring developers together in working towards used by everybody to indicate aspiration, but at the tion (print, television, radio, and out of home) are better practices, improved customer service, and a same time one should also understand that what also used by many players across the country, but stronger industry. the customer believes can be markedly different that was not a priority any longer. Best quality, on- from what we (the seller) perceive,” Neotia said. time delivery, and notable after-sales services have AFFORDABLE HOUSING - A SOCIAL The question of how to retain customer con- no substitute, the panel concluded. NEED fidence rose multiple points of views and gave hile most of the panel members agreed way to an animated discussion. Biswadeep Gupta, CHALLENGES AND POLICY ISSUES Wthat there was scope for improvement in general manager of Eden City Group opined that rom tricky policy issues to the standardisation the matter of affordable housing, few were non- retaining customer trust was a continuous process Fof business practices, from use and advantage committal and blamed the government for not and could not happen in a day. “The only way to of trade fairs to industry lobbies, a lot of chal- doing enough. The panel highlighted upon the generate customer’s trust and loyalty is through lenges and hurdles ailing the real-estate sector fact that West Bengal was the pioneer among excellent after-sales service,” he said. were discussed and ruminated upon. Some of the various Indian states in providing public-private While agreeing with Gupta, Mohta went a challenges discussed in the session included low partnership in housing. “I agree with the concept step further and said that utmost care should be construction costs in India, as compared to other of affordable housing, but am not sure how the exercised regarding customer delight, even when Asian countries, that translate into lower margins semantics can be worked out,” said Neotia. On the rejecting a project booking. Bringing in a smart for the developers. matter of most Indians residing in rented accom- analogy of Bollywood movies, Neotia asked the Comparing the paltry costs of construction pre- modations and ineligible people misusing facilities gathering why Aamir Khan’s movies were awaited vailing in India, Mohta highlighted that only $35 meant for the economically weaker section (EWS), with great anticipation? According to him, it was per sq. ft was being spent in India, as compared Neotia said, supporting government initiatives, so because the actor had given hits in the past. to $150 per sq. ft in Singapore, $100 per sq. ft in “When you open a window, mosquitoes too come “That he would deliver a dud tomorrow is not China, and $70 per sq. ft in Indonesia. Motwani in, along with the fresh air.” impossible, but highly unlikely. That’s how real- added that countries like Malaysia had thriving “We can’t throw the baby out just because the estate development has to be seen,” he said. real-estate, only because they marketed the twin bath water is dirty,” he said referring to inadequate On the question of the feasibility of using Petronas Towers well. governmental impetus on low-cost housing for celebrities to endorse real-estate projects, the As far as policy matters were concerned, put- people who fall in the EWS category. consensus was that nothing works better than ting a real-estate project was much more difficult [email protected]

afaqs! Reporter, March 1-15, 2011 49  CYCLE AGARBATTI A Religious Ride Mobile vans will travel across 100 cities asking people to pray for India at the World Cup. By Surina Sayal

ycle Pure Agarbatti has rolled out its ‘Pray for India’ campaign for the ongoing ICC CCricket World Cup 2011. Through this campaign, cricket lovers across the country can now pray for the Indian cricket team to win the World Cup. The on-ground campaign will roll out in 100 cities of the country with Cycle’s ‘Pray for India’ branded mobile vans doing the rounds. About 140-150 such branded vans (two-three vans in each city) will move through these cities, stopping at important places and asking passersby to come up to the van and write their prayers down. Sample packs of agarbattis will also be distrib- uted to pray for the Indian team. Each van will carry a six-feet mega agarbatti, which will be lit by a local celebrity at the end of the day. The on-ground activity kicked off on February 17 and will go on till the first week of March. They will resume during the matches played by India. People will receive the ‘Pray for India’s Victory’ Anik Banerjea, chief business creator, Cycle message, which can then be forwarded to others, Agarbattis, says, “The first six-feet agarbatti was thus creating a viral of sorts,” informs Banerjea. lit in Coimbatore by the Mayor. It has received a The ‘Pray for India’ campaign will be run great response.” on Facebook, the social networking platform, Cycle Pure Agarbattis has also created a new through the company’s page Bhagwaan Hai. The television commercial as part of the campaign. The page will drive the 100-city campaign online with commercial will be aired before the India matches regular updates, weekly contests and gifts for fans on various news and sports channels during the and cricket lovers across the country. World Cup shows and vignettes. For the record, Cycle Agarbattis commands 30 An SMS campaign, too, has kicked off with per cent share of the organised agarbatti market, over 50 lakh SMSes being sent out to fans in the Over 50 lakh SMSes are valued at approximately `1,300 crore. While the country. “The demographic target for this includes being sent to the fans, as brand has a strong foothold in the southern mar- SEC A, B and C between the age group 20-45, kets, its traction is slowly increasing in the north. with 60 per cent males and 40 per cent females. part of the SMS campaign. [email protected]

EDUMEDIA School Cinema plans to reach inculcate basic human values. For out to more than 1.5 lakh students standard VI onwards, the films focus in the next few months across and on bullying, self-esteem, confidence to 350 schools across the country by and dealing with anger, issues that Class Acts the end of the year. The company usually concern children at this age. has invested around `5 crore in this Speaking about All is Well, The programme, School Cinema, targets over project to make over 48 films. one of the films included in the 1.5 lakh students in more than 350 schools The programme targets students School Cinema programme, Syed in standard I-VIII and has a multi- Sultan Ahmed, managing director, across the country. By Poojya Trivedi tude of movies for each level. For EduMedia India, says, “The film is instance, for students of standard made for children in standards VII ducation solutions provid- I and II, the programme consists and VIII. It addresses the tendency er EduMedia has launched of reinvented classic fables such as of children to run away from home Ea year-long programme to The Tortoise and the Hare, The due to perceived shortcomings in engage students through informa- Lamb Who Cried Wolf and Belling their lives. The film delicately jux- tive and interactive sessions. Called the Cat (for students), while for taposes two situations, for children School Cinema, the concept teachers, the movies are developed to understand the value of the privi- revolves around showcasing movies based on concepts such as accepting leges they enjoy every day.” and short films to students who are differences and looking beyond the Ahmed adds that the School in school. obvious, to identify creativity and Cinema concept was based on The programme comprises learn from them. the insight that children today are research-based short entertaining Similarly, for students of stand- exposed to various forms of media films combined with innovative ard III, School Cinema has a film and are increasingly drifting away workbooks, developed to help chil- series based on values. For students from conventional learning meth- dren learn life skills, morals, values, of Standards IV and V, the Auto-B- ods. citizenship and more. Good series of animated films help [email protected]

50 afaqs! Reporter, March 1-15, 2011

 EMIRATES Where on Earth? A campaign has been rolled out to promote the contest where participants have to guess destinations and win free return tickets. By Surina Sayal

mirates Airlines has launched an innovative contest for its Indian travellers planning an Einternational vacation this summer. The contest ‘Guess where, and Emirates will fly you there!’ kicked off in early February and will go on till mid-March. The campaign has been launched in order to promote travel to distinctive holiday destinations this summer. The initiative invites participants to identify the name of the city through visual cues in adver- tisements. The participants can enter the contest either by SMS or logging onto the Emirates India website. At the end of each week, one winner will be selected and rewarded with a free return Economy Class ticket to the destination answered accurately by him or her. The contest, which targets frequent travellers, will be offering 15 free tickets to 15 December 2010. popular holiday destinations in the US, Europe Discussing the idea behind the campaign, and Africa. Bobby Pawar, chief creative officer, Mudra, says, To promote this contest, Emirates has launched “This campaign aims to pique the curiosity of a multimedia campaign, which includes print, out- those watching the ads by offering them interest- door, digital and television commercials with 15 ing glimpses of different lands, at the same time print ads, eight television commercials, multiple building upon Emirates’ core theme of ‘Keep outdoor hoardings and bridge banners. discovering’.” The campaign targets the 10 cities Emirates Orhan Abbas, vice-president, India and Nepal, operates out of in the country - Ahmedabad, Emirates Airlines, says, “This contest offers travel Mumbai, Bengaluru, Trivandrum, Kochi, enthusiasts an opportunity to win tickets to 15 Kozhikode, Chennai, Hyderabad, Kolkata and destinations across the Emirates’ network this Delhi. summer. The interactive campaign is based on While the campaign has been created by Mudra a simple premise that everybody loves to travel, The ad spend on this particular campaign has Group, and the television commercials been pro- especially more, if it is for free. This was the best been to the tune of `5 crore. duced by its films division Tantra Films, the media time to hold the contest in India, a key market for Emirates operates 184 weekly flights to 10 has been handled by Starcom. This is Mudra’s first the Emirates, as the April-June period is the peak Indian destinations. campaign for Emirates since it won the account in summer holiday season in India.” [email protected]

COCA-COLA (1800-103-8888), and register their tive and interesting response will response through an Interactive be adjudged the country’s Ultimate Voice Response System (IVRS). Funmaster, and will be awarded a The Hunt Begins The consumer with the most crea- cash prize worth `5 lakh. Discussing the initiative, Srinivas A consumer engagement initiative has been Murthy, director, marketing, Coca- Cola India, says, “Through the introduced in 60 cities, across 13 states, inviting initiative, we aim to bring out the people to share creative ideas. News Bureau fun-loving instincts and the playful attitudes of the present generation, oli, the festival of colours and a grand cash prize worth `5 lakh and to encourage them to instil joy is around the corner, and for presenting ideas on how to have and fun into life’s serious moments. HFanta, the fruit-flavoured fun and be less serious. The initia- Spurred on by the favourable beverage brand from Coca-Cola tive, which will take off on February responses to our past initiatives such India, has decided to use the occa- 15, will continue for a period of 34 as ‘Fanta - Sip A taste of Friday’, sion to have some fun. It has days, and end on March 20. we took the decision to launch this announced the launch of the ‘Fanta ‘What will you do to make cer- initiative.” - Funmasters Hunt’, a consumer tain serious moments fun and Apart from mass media, the inte- engagement initiative, which will be exciting?’ Well, that’s the question grated communication programme rolled out in over 60 cities, across 13 that invites responses from con- The initiative will is also being supported by a range states in the country. sumers who wish to participate. of initiatives, including OOH, on Through this initiative, consum- All they need to do is to send in end on March 20, ground activities, radio spots, and ers will get the opportunity to win their creative responses to the ques- point-of-sale merchandise. cash prizes worth `4,999 everyday, tion by calling the toll free number this year. [email protected]

52 afaqs! Reporter, March 1-15, 2011  

VOLKSWAGEN Look Who’s Talking! Marketing ploys that catch instant attention are becoming the signature of Volkswagen. To mark the launch of Vento, the car maker gave newspapers a voice. By Biprorshee Das

fter holes were punched and tyre Mudra Group said, “The brand lives impressions made in newspa- in popular culture and we have to raise Apers, who knew what Volkswagen the bar each time. Anything different had up its sleeve as its next media polarises people. The objective was to get innovation? With strategies that are people talking, imprinting their minds becoming the hallmark of the brand, this and sparking off conversations.” time, the German car maker surprised the The innovation came from the idea of readers of The Times of India and The the Vento. The entry-level sedan is posi- Hindu through ‘talking newspaper’. tioned as a car that has been crafted with The creative was a full page ad of the such passion that even its engineers find it Vento, on which a small, black box was hard to see it being driven away. stuck - this provided the voice to the ad. “We thought it would be great to give As the newspaper was unfolded, readers the same passion with a voice to a medi- could hear a recorded message about the um that has no voice. We started with the new sedan. idea that this passion needs to be heard at The chips used in the black box were the most unexpected places,” Pawar said. light sensitive and the message would The creative team at DDB Mudra turn off automatically when the paper was included Pawar and Rajeev Raja, national folded back. creative director. The communication was carried The copywriters were Anshumani out across Mumbai, New Delhi, Pune, Khanna and Hemant Sharma while the Bengaluru and Chennai in the two dailies. art was handled by Timsy Gupta and Talking about the innovation, Lutz Trishna Prakash. Kothe, head of marketing and PR, Six months of planning went into what Volkswagen Passenger Cars, Volkswagen seemed to be an uphill task logistically. “A Group Sales India said, “At Volkswagen, total of 25 lakh chips had to come at a cost innovation is a way of life and extends that made sense. It seemed to be a logisti- beyond our cars to the communication cal nightmare,” Gururaj explained. we do for the market.” While Volkswagen and the agencies Kothe added, “With this campaign, our chose not to divulge the spends behind aim was to get the awareness of prospec- the exercise, it was learnt that the chips tive customers for our new Vento launch costed the company less than `10 each. and drive traffic to our dealers’ showroom. Interestingly, in early 2009, a similar This approach converted a static medium marketing proposition by Pioneer Book to a dynamic one. The idea correlated to Company was reported. The company one of our brand propositions, which is publishes magazines such as Meri Saheli innovation.” and New Woman. The idea, based on musical greet- The publishing company’s idea was ing cards, took shape with Volkswagen’s that advertisers would be able to play media partner, MediaCom India, which their jingles even in a print ad. took care of the positioning, while DDB Lalit Pahwa, director, Pioneer Mudra developed the creative concept. Book Company had then told various Divya Gururaj, managing director, publications that the audio feature could MediaCom India, said, “We needed to get be enabled with the help of a pre-recorded quick awareness in a cluttered segment. chip. The chip would be embedded in the To top it, the brand is associated with page in such a way that when the reader innovations that stand out, and people (Left) Kothe, Gururaj and Pawar: Let’s Talk arrived at the page, the audio would start expect something different each time.” playing; it would stop only when the page “It was indeed a difficult task, espe- The creative was based on musical was turned. cially with a medium such as print, where He had pointed out that the concept everything had been done to death,” greeting cards that converted a static could be replicated in newspapers, trade Gururaj added. magazines and in-house journals as well. Bobby Pawar, chief creative officer, medium into a dynamic one. [email protected]

afaqs! Reporter, March 1-15, 2011 53 POWERED BY

POWERED BY

54 afaqs! Reporter, March 1-15, 2011 AMCL SEASON III: SUPERLATIVE PERFORMANCES IN DELHI, MUMBAI AND BENGALURU

While two consistent performers and tournament favourites clashed in Delhi, Team JWT emerged regional winners from Bengaluru and Team Multi Screen Media won the first semi-final in Mumbai.

BENGALURU By winning the decisive match by seven wickets, Team The opening batsman, Makarand Patil scored 20 runs but 22feet made its way to the Bengaluru finals. tight bowling by Team Multi Screen ensured that Team he first match of the Bengaluru chapter of Amar Bengaluru regional finals saw Team JWT facing Fever FM was restricted to a humble score of 65 runs. TUjala AMCL was between Dentsu and JWT. Team Team 22feet, the former gave an easy target of 65 runs. Team Multi Screen won the first semi-final by seven wick- Dentsu gave an easy target of 66 runs to its opponent. Wavering in front of fierce bowling volleys from Team ets. Pratik from the team was declared the Man of the The opening pair of Team JWT, Sudhir Nadig and Louis JWT, Team 22feet was seen losing ground. The talented Match for his contribution of 30 runs. Anthony saw the team through to victory. Team JWT opening pair, Nadig and John saw the inning through won the match by seven wickets. The next face-off was with ease and finality. Team JWT won the match and the DELHI between Interactive Avenues and 22feet, bating first, Bengaluru regional matches of the tournament. Team Interactive set a target of 89 runs. Team 22feet displayed mature bowling and crisp batting that helped it MUMBAI taste success. Team 22feet won the match by six wickets. In the third match Team Euro batted first and set a he first match of the league phase was between target of 101 runs for Team Position2. The highest scorer TTeam Percept and Team Aidem. The former got off of the match was Arnab Sarkar of Team Position2, who to a good start, setting a target of 116 runs losing five gathered 42 runs. Breaching the run target of 101 runs, wickets, the team looked set for victory. Team Aidem Team Position2 scored 105 runs in 9.3 overs, winning faced tight bowling and was ultimately restricted to the match by six wickets. The last match of the day in a sub-100 score. Team Percept won the match by 40 Bengaluru saw some notable cricketing performances. runs. In the next match, Multi Screen Media faced BBC. Setting a target of 107 runs, GroupM made all efforts to The former scored a commendable 136 runs. Team BBC grab victory. The opening pair of Team GroupM, Balram wrapped the inning at 65 runs. Thanks to tight bowling Venugopal and Chirantan Chandran, collectively managed and notable batting, Team Multi Screen won the match 70 runs that helped their side to take a comfortable lead. by 71 runs. The day’s next face-off was between Team At the end of the inning, Team i-Vista could only manage ith four-quarter finals lined up in a day, teams 91 runs. Team GroupM won the face-off by 15 runs. Wslogged it out for a berth in the semi-final. The day’s affairs once again proved the supremacy of better playing REGIONAL FINALS: The first of the semi-finals saw teams. The first quarter-final in Delhi was between Team Team Position2 pitted against Team JWT. While Team OMD and Team DraftFCB+Ulka. Setting an easy run tar- JWT, set a run target of 134, tight bowling by the side get of 92 runs Team Draft paved a way to its loss. What ensured that Team Position2 headed back in 8.4 overs, worked against Team Draft was the paltry run target and scoring just 77 runs. Team JWT won the first semi-final lacklustre bowling attack. Team OMD won the face-off by 56 runs. Johan John was declared the Man of the by four wickets. The next scheduled quarter-final was Match for his contribution of 59 runs. The second semi- between Team Allied and Team Lowe. Deciding to bat final was between Team GroupM and Team 22feet. The first, Team Lowe set a target of 104 runs for the oppo- latter won the toss and ended the inning on a humble nents. Team Allied faltered at scoring even half of the set 64 runs. Team 22feet’s opening pair effortlessly met the target. Team Lowe won the quarter-finals by 53 runs. In easy run target in eight overs. Prakash Kataria scored 21 Indian Express and Team Fever FM. The latter closed the the next match, Team Aidem faced Team Jagran. Tarun runs, while his team-mate Praveen Singh scored 28 runs. innings with 93 runs. This was one of the few matches Kumar and Gopinath, the second and third in batting order that witnessed tight bowling performances and very few of Team Jagran collectively added 109 runs (off 46 balls). extra runs ceded. Team Indian Express managed only 77 The chasing team won the match by five wickets. runs in 10 overs. Team Fever FM won the match by 15 The day’s next face-off witnessed one of the most runs. The next match of the day had OMD taking on Red exciting and one-sided quarter-finals. Team Noshe won FM. OMD batted first and set the opponents a target of the toss and managed 105 runs in its inning against Team 99 runs. Mature bowling from Team OMD helped the side Interactive. Mayank Wadhi of Team Interactive grasped restrict Team Red FM to 86 runs in 10 overs. Team OMD two wickets ceding 33 runs. Mohd. Mobeen, Abhishek won the match by 12 runs. Kumar and Himanshu Aggarwal of Team Noshe proved dangerous for the opponents as they snapped two, three REGIONAL SEMI-FINAL: The first semi-final in Mumbai and two wickets, respectively. Impressive bowling volleys saw Team Fever FM pitted against Team Multi Screen from the trio helped Team Noshe win by 46 runs. Media. The former won the toss and decided to bat first. By Ankit Bhatnagar

TITLE SPONSOR POWERED BY

IN ASSOCIATION WITH CRICKET PARTNER MAGAZINE PARTNER ASSOCIATE SPONSOR RADIO PARTNER OUTDOOR PARTNER GIFT PARTNER

afaqs! Reporter, March 1-15, 2011 55  : : 

PRATIK SEAL Marketing - Head, Micromax

have just finished reading Mike Gayle’s I Turning Thirty. Though I turned 30 long back, I was reading the book for the third time. The book is basically about a guy who has turned 30. He is into a relationship but is com- mitment phobic and hence, scared of getting married. In other words, the book is something which is inverse to a chick-flick. I really liked Gayle’s style of writing. The book has a dry humour and yes, sometimes you do need the urge to read something that is not so profound. Perhaps this is the reason, I was re-reading Turning Thirty. The author has captured and portrayed the typical male-insight very acurately. I have also been reading Ogden Nash’s collection of poetry. It is pretty entertaining. Everytime, I feel the need to de-stress myself, I turn to Ogden Nash. I am also reading Santosh Desai’s Mother Pious Lady. Apart from these, I love reading plays, thrillers and graphic novels Robert Ludlum is my all-time favourite thriller writ- ers. I have read his Matarese Circle five to six times. For graphic novels I stick to Osama Tezuka, as I consider him to be the best. There was a phase in my life when I liked reading some profound and serious stuff to look into real- ism. Then I started reading Franz Kafka and Albert Camus. Of the Indian writers I am an ardent fan of Ruskin Bond. As told to Nandana Das & *$ EVIL PLANS ) &5  :   *     A) 7   ?'*$ A?

artoonist and professional blogger, Hugh CMacLeod, is known for his ideas on how web 2.0 affects marketing. After a decade of working as an advertising copywriter, MacLeod started blogging and publishing cartoons that he drew on the back of business cards in his spare time. This book is about evil plans - how everybody needs to get away from lousy bosses and boring dead-end jobs they hate.

THE EXECUTIVE’S GUIDE TO ENTERPRISE SOCIAL MEDIA STRATEGY )   * +$:  **# $ < $$$

 $A7+ *   &  $ ?'*$ A; *#  $

his book reveals the impact of newer social col- Tlaborative technologies on society, culture and business, nuts-and-bolts guidance for successful corporate social media strategies, crucial topics such as the value proposition of social media, metrics, costs, ROI and more. It also talks about how companies can develop their own corporate social media strategy and why it can only work if it’s aligned with the organisation’s goals.

56 afaqs! Reporter, March 1-15, 2011

  JOBSWITCH Organization Name: Times client campaigns. The position interesting and eye-catching Television Network involves identifying & progressing concepts and designs. She/he should Position: Account Director strategic development & new have proficiency with all the regular Location: Chennai business opportunities with clients. software and an inclination to think Profile: We are looking for a Email: [email protected] outside the box. candidate having over 6 years of ...... Email: [email protected] experience in marketing activities Organization Name: Beehive ...... with Media / Advertising industry. Communications Private Limited Organization Name: Idealake Email: recruitment.tgbcl@ Position: Digital Brand Manager Position: Flash Developer timesgroup.com Location: Mumbai Location: Mumbai ...... Profile: The candidate will be Profile: We are looking for a Organization Name: The Incoda responsible to handle social media candidate having 2-4 years of Position: Corporate Manager - for the brand. She/he will need to relevant experience. The position Sales and Marketing handle and answer queries as soon requires working with the creative Location: Kolkata as possible. She/he should be able team to conceptualize new solutions Profile: The candidate should to create reports & collect evidence for our clients. She/he would be be MBA having 15 - 20 years of on a weekly and monthly basis. The required to Develop and build experience in Sales & Marketing candidate should be able to start applications in Action Script 2.0/3.0. with Media / Advertising industry. something new or ideate for the The job also involves collaboration Email: [email protected] brand by suggesting ideas and help with project development teams for ...... in business development. effective integration. Organization Name: Cinemax Email: Email: [email protected] India Limited [email protected] ...... Position: Assistant Sales Manager ...... Organization Name: AIDEM Location: Nagpur Organization Name: Megaminds Ventures Pvt. Ltd. Profile: We are looking for a Communications Private Limited Position: Digital Sales candidate from Media/ Retail / Position: Senior Art Director Location: Ahmedabad, Bangalore, Multiplex background having 3-6 Location: Kolkata Chennai, Hyderabad, Kolkata, years of relevant experience in sales. Profile: The candidate should have Mumbai, New Delhi and Pune Email: [email protected] the skill of visualizing the creative Profile: The incumbent will be ...... for various advertisements. We are responsible for advertisements Organization Name: Rategain looking for a self-motivated person on msn India and associated ad Position: Vice President- Business capable of handling the complete network. She/ he should be a Development creative team. The candidate graduate/MBA with at least 2-5 Location: Noida should have a Degree / Diploma in years of relevant experience. Profile: The candidate should commercial art having 10 years of Email: [email protected] be MBA with 10 - 15 years of relevant experience...... experience in sales having worked in Email: [email protected] Organization Name: Vishaka Social Media / Digital / Advertising ...... Communications Pvt. Ltd. industry. Organization Name: Orienta Position: Art Directors Email: [email protected] Cine Advertising Private Limited Location: Delhi ...... Position: Business Development Profile: We are looking for Art Organization Name: Manya Manager & Visualizer Directors with at least 5 years of Education Private Limited Location: Mumbai experience. Art college background Position: Product Marketing Profile: Business Development is essential with at least 2 years of Manager Manager should be focused and relevant experience in an agency of Location: Delhi/NCR result oriented individual capable repute. Profile: The candidate should of converting important leads Email: careers.newspaper@gmail. have over 4 years of experience in to business revenues. We need com Product Marketing. Candidates a candidate having 3-4 years of ...... having an experience in similar relevant experience. Organization Name: Indyarocks TO ADVERTISE, CONTACT: industry would be preferred. Visualizer should be a Graduate Media Private Limited Neha Arora Ph: 0120 4077866 Email: sumit.varlani@manyagroup. with 4- 5 years of experience and Position: Assistant Sales Manager [email protected] com proficient in Coral draw, Photoshop, Location: Gurgaon ...... Illustrator, Dreamweaver, Maya, Profile: We are looking for a Tejal Kantharia Ph: 022-40429708 Organization Name: MRM Flash and 3D. She/he should candidate having 1-2 years of [email protected] Worldwide (Digital Arm of McCann have excellent creative ideation & experience from digital media Neeraj Ranjan Worldgroup) designing skills. industry. She/he would be Ph: 09886846842 Position: Account Director Email: [email protected] responsible for identifying suspects, [email protected] Location: Mumbai ...... prospects and closing online media Deepti Javali Profile: We are looking for a Organization Name: Aim High deals. She/he will also be responsible Ph: 09980999163 candidate with a Bachelor degree in Consulting to identify research and target [email protected] Marketing or Advertising having 7 Position: Copywriter potential business prospects towards To view other jobs in Marketing, years of experience. She/he would Location: Bangalore increasing market share. Media and Advertising, log on to: have to ensure the successful Profile: The candidate should have Email: [email protected] http://jobs.afaqs.com development of both global & local the ability to come up with original, ......

58 afaqs! Reporter, March 1-15, 2011