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 &amp 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.