Subscriber copy not for resale eray11,21 Volume3,Issue17 1-15,2015 February life andlearnings. The newcreativebosson his Satbir Singh PROFILE is stilldividedoveritsfindings.Somemajorpublishinggroups are ABC A yearafterthereleaseofanIRSreport,pressindustry now pushingABCfiguresinstead.Canpeacereturn? 26 ONE YEARLATER ‘Agency ofthe Year’title. The agencyreclaimedthe Ogilvy leadsthepack EFFIE 2014 PRINT 10 FabAlley.com’s digitalad. Meet thecomedianin Bold andBeautiful RADHIKA VAZ 8 TOI MTV ROADIESX2 WILDCRAFT Wooing NewAudiences Stepping Out Shame theOffenders There willbeHaters VIRAL NOW PLUS 22

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This fortnight... Volume 3, Issue 17 t is a year since the Indian Readership Survey 2013 was released, leading to an explosion of unhappiness among major publishers. The Indian Newspaper Society EDITOR I Sreekant Khandekar

February 1-15, 2015 Volume 3, Issue 17 `100 got into the act and asked publishers to boycott the findings. The survey was sent for PUBLISHER revalidation, and at the end of it all the industry bodies involved agreed that there was Prasanna Singh PRINT ONE YEAR LATER nothing wrong. DEPUTY EDITOR Ashwini Gangal However, some of India’s largest newspaper groups continue to reject the findings: SENIOR LAYOUT ARTIST among them, The Times of India, Dainik Bhaskar and Malayala Manorama. Vinay Dominic ABC Several others criticise the Survey but haven’t taken the final step of dismissing it PRODUCTION EXECUTIVE A year after the release of an IRS report, the press industry Andrias Kisku is still divided over its findings. Some major publishing groups are (Sakshi, for example). If the findings of the new IRS are not to their liking, they might now pushing ABC figures instead. Can peace return? rebel as well. This is unprecedented. ADVERTISING ENQUIRIES 22 Naveen Arora What will the industry go by? Circulation, say the IRS haters. The fact is, (0120) 4077803, 4077866

Subscriber copy not for resale 26 10 8 PLUS Noida VIRAL NOW readership is what the industry has lived by with ABC providing a reality check – There will be Haters 6 TOI Pradeep Hegde Shame the Offenders 27 since circulation is an absolute financial examination and readership is arrived at by WILDCRAFT (022) 40429702-5 27 PROFILE EFFIE 2014 RADHIKA VAZ Stepping Out Satbir Singh Ogilvy leads the pack Bold and Beautiful MTV ROADIES X2 Mumbai The new creative boss on his The agency reclaimed the Meet the comedian in life and learnings. ‘Agency of the Year’ title. FabAlley.com’s digital ad. Wooing New Audiences 31 sampling. [email protected] There is an argument that some western countries manage quite well by circulation MARKETING OFFICE alone but there, a reader picks up a copy at a shop and reads it alone – unlike India B-3, First Floor, Sector-4, where the copy is delivered at home and read by many people. In a country where newspapers are shared, readership Noida-201301. Tel: (0120) 4077800. plays an especially important role. As an advertiser we interviewed says, “I am buying audiences and not the MUMBAI newspaper.” 501-502, Makani Center, 5th Floor, Off Linking Road, Bandra (W), Will there really be a break between publications which will choose between readership and others that will go the Mumbai - 400050 circulation route? Or is all this jockeying over the methodology to be adopted in the coming IRS? Tel: +91-22-40429 709 - 712 SUBSCRIPTION ENQUIRIES Television is undergoing turmoil too with the Broadcast Audience Research Council (BARC) redoing from Akhilesh Singh scratch the way in which television viewing is measured. I have appreciated the way in which BARC has conducted (0120) 4077837 [email protected] roadshows more than once to keep all the stakeholders informed about what the new system will be like. While there Owned by Banyan Netfaqs Pvt Ltd and is no saying that broadcasters will be ecstatic with the results that the new rating system will throw up, at least they Printed and published by can’t accuse BARC of not being transparent. Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, In hindsight, I wish the same effort at explaining the new methodology for IRS had been made through Jawala Heri Market, Paschim Vihar, New Delhi-110 063. roadshows. There might have been less grief. Printed at Cirrus Graphics Private Limited B-61, Sector 67, Noida (U.P.), 201301 Sreekant Khandekar Cover Illustration [email protected] Vinay Dominic CONTENTS 32 24

DUMMY’S GUIDE A Dummy’s Guide to NCCS A quick reference to understand NCCS in simple terms.

INTERVIEW 64 30 TANVI MALIK FabAlley’s co-founder talks about the company plans. 28 POV Does Shock Value Work? TANISHQ BRITANNIA &TV Brands have started shocking DISCOUNT TWIST PREMIUM INDULGENCE BINDING PEOPLE viewers with bold scripts and It’s alright to gift diamonds Britannia promotes its new ZEEL is set to launch its new visuals. Does it help them? bought on sale, says Tanishq. premium cookie brand. GEC this March.

afaqs! Reporter, February 1-15, 2015 3 $'9(57,6,1* BRITANNIA CHUNKIES Premium Indulgence With its recently launched Chunkies, Britannia hopes to captivate the urban consumer. By Devesh Gupta and Sohini Sen

ookies have become a staple in most Indian households now. But trying to make Croom for itself in the crowded market is Britannia’s ‘Chunkies’ range of premium cookies, targeted at Indians who are looking for newer is making sure modern trade outlets - frequented experiences. by the TG - stock the product.. According to the brand, the dough for Chunkies “Given the evolving palate of discerning Indian is kneaded for 17 whole minutes, and is then consumers, the super premium cookies category loaded with chocolate chips (30 per cent ), butter holds tremendous potential. Today, it forms under and fine cocoa powder. This, as the brand sees 10 per cent of the cookies category, which is it, gives the cookie an ‘indulgent taste’ - making valued at around `6,000 crore. it stand out among the cookie brands in the With Chunkies, Good Day has taken on the market. According to Britannia’s Ali Harris Shere, onus of growing this super premium category,” director, marketing, the competition for Chunkies says Shere. lies in specialty handcrafted cookies, and other The cookie category in India came into international cookie brands. “The competition existence in the mid-80s when Britannia launched In the launch film starring Deepika Padukone, Good Day in the market. Good Day, a `1,600 the young actress rushes into a bakery to escape for Chunkies crore brand from Britannia, has been the leader a barrage of photographers. The baker then lies in specialty ever since its inception. introduces her to Chunkies and explains why they But does it make sense to sub-segment an are special, as his guest bites into the cookie. An and handcrafted already segmented category like cookies? According impressed Padukone promises to make the world cookies.” to independent marketing and communications aware of Chunkies before she leaves. ALI HARRIS SHERE consultant Virat Mehta, there is always room for “Good Day Chunkies aren’t just cookies; they new categories and sub categories. are way more delicious and rich in taste. How “When a new brand enters a segment, it certainly does one make India’s biggest star, Deepika, becomes more interesting. For example, even say that? That was pretty much at the heart of though Milano plays in the same segment and this campaign. So while we created a premium “We kept the had a similar launch campaign, it is hardly seen brand world for Good Day Chunkies, we kept message simple. nowadays. It might just revive its communication the messaging simple - ‘It’s not a cookie, it’s in order to make it larger and more premium, now a Chunkie’,” explains Pradyumna Chauhan, It’s not a cookie, that there is competition,” explains Mehta. national creative director, McCann. it’s a chunkie.” Vivek Rao, ECD, Havas Worldwide feels that Britannia launched PRADYUMNA the over dramatisation of the ingredients is a Chunkies on Amazon.in category code for baked goods, which also helps not just because the TG for CHAUHAN present the product as part of a gifting mix. Britannia has been one that “Be it a Bournville or a Sunfeast, everyone has has taken to ecommerce done it to appeal to people. But then, is there no in a big way, but also to Couples in the age group of 25-32 years, from other way to do it? I am sure there is. Innovative generate trials for the double income households, with an inclination things are happening in the cooking and baking product. to try out new experiences are the perfect TG world. This ad, in comparison, is just standard At `50 for a 100 gm for the brand. The brand hopes that the top eight fare. They could have twisted it and made it into pack, Chunkies is targeted metros, and towns with over 10-lakh population, an art, which they haven’t done,” feels Rao. „ at the urban Indian. will be big markets for its new product. Britannia [email protected]

4 afaqs! Reporter, February 1-15, 2015

',*,7$/ TANISHQ VIRAL NOW Discount Twist Adidas Embraces The brand plays the affordability card through a film that The ‘Haters’ essays a touching father-daughter relationship. By Sohini Sen Adidas’ new film features popular footballers in an unapologetic show of attitude. News Bureau

emember Luis Suarez’s famous ‘biting incident’ in the 2014 Football World Cup? It certainly Rput Suarez on the world map - and in the minds of the non-football viewing audience as well. That controversy led to discussions about whether players’ egos ought to be reined in, after all. However, sports brand Adidas, in its latest film, seems to be massaging that very collective ego… at least for footballers Luis Suarez (Barcelona), Gareth Bale (Real Madrid) James Rodriguez (Real Madrid) and Karim Benzema (Real Madrid). Titled ‘There will be haters’, the video has fetched over 4 million views. In the video, the players ask their haters to ‘bring it on’, as a voice-over describes why people love to hate t’s the season of sales and discounts. But who works. She is opinionated; she’s not ‘just them. Sample this: “They hate the way you stand up… how can a brand talk about reduced prices a teen’. At the same time, she is a daughter. In and the way you stand out. They just want to take you Iwithout being repetitive or desperate? Enter a way, it’s a story of how she transforms as a out… and they hate that they couldn’t if they tried.” Tanishq, with its new campaign promoting a daughter… and about how the dad celebrates The brand’s write-up on its YouTube channel reads: 20 per cent discount on all diamond jewellery. his fatherhood.” “The best embrace the hate. They thrive on it, turn it The 45-second TV campaign is a fresh take on During rehearsal sessions, Khan encouraged around and feed on it.” the whole concept of ‘on-sale items’. the actors to create a “layer within the The video makes subtle references to certain In the film, a father asks his daughter if personalities they portrayed on screen.” The controversies: Gareth Bale is seen lounging near a it is okay to gift a friend something that has social class that the family comes from was been bought on sale. The daughter, who is kept in mind while decorating the set and reading a book and scooping up some food creating the environment. At the same time, from a bowl, replies saying it should be fine by showing a middle class family purchasing - after all, it’s the thought that counts. This is diamonds as a gift without reason, the film the perfect window of opportunity he needed highlights the affordability angle. before handing her a box from Tanishq. It “I wanted to play around with my actors’ contains a pair of diamond earrings, bought subconscious minds. The danger of over play is during the sale season. that it ruins this kind of drama! I applied their “Tanishq’s brief was a functional one - to personal choices and some theatrical tricks announce the 20 per cent discount to the process. I asked them to on diamond jewellery. But it had fight with a pillow on set to get to be made with the ‘contrast’ of the right kind of reflex and body relationships. We had a significant language. It has a lot to do with insight to work with; one feels a how you warm up,” says Khan, heart-shaped pool in the backyard of a heart-shaped little awkward while giving a gift lending insight into what exactly house on a heart-shaped island. Recall that each time which has been bought on sale. went into making this film. Bale scores a goal, he celebrates by using his index and You view it as something less pure It worked beautifully, thumb fingers to make a heart in the air, something for a loved one,” explained Rajesh because Khan’s direction has left many find rather smug. Ramaswamy, executive creative several people speechless. Deb Suarez, meanwhile, brushes off negative headlines director, Lowe Lintas + Partners. Medhekar, ad film director with written about him (biting Branislav Ivanovic in April, Lowe had wanted to collaborate Equinox Films, a production 2013 and racially abusing Patrice Evra in October, with Bangladesh-based director house, feels the video has been 2011) and James Rodriguez is shown as the ‘golden Piplu R Khan ever since his “pitched perfectly.” boy’, who is hated for ‘scoring’ both on and off the football-centric film (2014) He explains, “We are used field. Karim Benzema is shown taking a selfie while for Coca-Cola created waves. to seeing Punjabi uncles in effortlessly scoring a header without looking. The The agency finally approached sweaters. Here, the fact that video ends with the lines: “And they hate your shiny Cinerio Films and Khan for this he is not perfectly costumed new boots. They hate your boots because they wish campaign. “The story is about the makes it real. Sometimes the they were in them.” The product being promoted is relationship between a father and environment and set don’t the brand’s ‘shiny new boots’, namely, the adizero f50, his daughter, more than about matter because the performance Predator, Nitrocharge and 11Pro. Fans can buy the the promotion of the sale. It was takes over. It’s very easy for a boots from February 2, 2015. important for the film to appeal to film to turn into a tearjerker, Recall that Adidas sponsors some of the best known audiences from different parts of which doesn’t work as much. footballers in the world, including Lionel Messi, De India,” explains Khan. But this wrenches your heart Rossi, Arjen Robben, Bastein Schweinsteiger, Philipp He adds, “I wanted to keep a Ramaswamy and Khan: without being a tearjerker.” „ Lahm, and Torres, among several other star players. „ subtle cue that it’s a room of a girl Sold for emotions [email protected] [email protected]

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[email protected] [email protected] S * $'9(57,6,1* RADHIKA VAZ Bold and Beautiful

comedy scene. Preparing for the role did not give Vaz the jitters. In fact, it was a near-cathartic experience. What does she make of all the mixed reactions her little nude act has fetched? “Everything will be liked and hated by people. That is a comedian’s job. If you are so caught up with people’s reactions, you will never do anything.” Was this the toughest role she has ever had to essay? “No,” says Vaz. On the contrary, she prefers to term it one of the “easiest and smoothest” so far. Moreover, the creative freedom given to Vaz, we learn, was “tremendous.” Meet Radhika Vaz, the Her favourite comedians include Ellen comedian in FabAlley.com’s Degeneres, Patrice O’Neal and Ricky Gervais. She recent ad. By Sohini Sen opines that while America has a strong “culture of comedy”, something that’s a part of the nation’s DNA, India is only slowly warming up to the genre as a medium of entertainment. According to Vaz, the film may have shocked people but just shock value is not enough for any brand. It ought to have something strong to say,

etting stressed versus getting dressed - what would you choose? If you are on Gsocial media, you may have seen Radhika Vaz’s rant against both in a bold new campaign for ecommerce site FabAlley.com. Vaz, who has scripted the ad herself, is a well-known comedian from New York. Vaz grew up in various cities owing to the nature of her father’s work, but it was only while working in New York that she realised she wanted to try something new. Heading out to an acting school, she managed to register for a one-day workshop on ‘improvisation’, which is script-less impromptu acting. And that, coupled with her love for comedy Jack in the Box Worldwide, the agency behind this failing which the communication falls flat, she movies, gave birth to the comic that she is. Stand- campaign. insists. up comedy happened much later, even though she FabAlley’s brief to the lady comedian was But does she worry this gig might have an continued to take improvisation lessons at least “Unfollow”. She was asked for her interpretation of adverse impact on her bread-and-butter - regular once or twice a week for the next 10 years. the word, a fun and creative one. Though shot in stand-up comedy? “I doubt it! People remember “I met some really cool people while doing a studio, the film was made to look like a stand-up things for a certain period of time. If this is the ‘improv’. It is always the people who make you thing they remember me for till the next thing stay anywhere… it’s the people that make the work Preparing for the campaign comes along, that is awesome. If it’s the one thing enjoyable,” remembers Vaz. they remember me for, then that is fine as well. The recent FabAlley film was a result of her was a near-cathartic But ask me this question a year from now,” says shows, writings in the Times of India and personal the comedian. „ blogs that were noticed by team FabAlley, and experience. [email protected]

8 afaqs!afafaaqqs!s! RReporter,epepoorrteter,r FFebruaryebebruruarary 1-11-15,151 , 2015202 0 151 5

$'9(57,6,1* EFFIE 2014 Ogilvy Reclaims the Title Ogilvy won 2 Gold, 8 Silver and 16 Bronze awards. Lowe stood second. By Prachi Srivastava

campaign category), Remarriage campaign for Tanishq (Retail category), ‘No Ullu Banaoing’ campaign for Idea Cellular (Services: Telecom and Related Products category), and its #RespectWomen campaign for Havells Appliances (Consumer Durables category). Third on the chart was McCann Worldgroup India that bagged two Golds for its ‘Tukdon Pe Jeena Chodo’ campaign for Saffola Masala Oats - one in the Integrated Advertising Campaign category and the other in the Consumer Products - Confectionery and Food category. The agency was awarded five Silver and eight Bronze awards in all. It got 90 points. At No.4 was JWT that got two Silvers and four Bronzes. The agency got 34 points. Following them was Soho Square Advertising & Marketing Communications that won three Silvers and Ogilvy dethrones Lowe by winning ‘Agency of the

Team Ogilvy celebrates Year’ title back.

Madhukar Sabnavis and Piyush Pandey wave the Ogilvy flag EFFIE AGENCY OF THE YEAR - 2014 SR. PRIMARY AGENCY GRAND PRIX GOLD SILVER BRONZE FINALIST CONTRIBUTING TOTAL NO. (12 POINTS) (8 POINTS) (6 POINTS) (4 POINTS) (2 POINTS) AGENCY PTS. POINTS 1. Ogilvy & Mather India 0 2 8 16 18 9 173 2. Lowe Lintas + Partners 0 7689 0 142 3. McCann Worldgroup India 0 2586 0 90 4. JWT 0 0243 0 34 5. Soho Square Advertising & 1 0310 0 34 Marketing Communications 6. DDB Mudra Group 0 0113 0 16 7. Creativeland Asia 0 0015 0 14 8. Publicis Communications 0 0023 0 14 9. Contract Advertising India 0 0013 0 10 10. FCB Ulka Advertising 0 0013 0 10

campaign category) and Google Reunion, a film one Bronze, besides the Grand Prix that it won for Google India (Digital - Online/Mobile for its campaign for BJP (Integrated Advertising communication category). It got 173 points, in all. Campaign category). The agency got 34 points. Lowe Lintas + Partners, with 142 points, Other winners: DDB Mudra Group (16 won seven Gold, six Silver and eight Bronze points), Creativeland Asia (14 points), Publicis awards this year. The agency won Golds for its Communications (14 points), Contract Advertising Kan Khajura Tesan innovation for Hindustan (10 points), FCB Ulka Advertising (10 points), Unilever (Integrated Advertising Campaign and BBDO India (10 points), BBH Communications David versus Goliath categories), ‘An Idea Can India (10 points), Leo Burnett (8 points), Change your Life’ campaign for Idea Cellular, Rediffusion Dentsu Young & Rubicam (8 points), ‘Jaago Re’ campaign for Tata Tea (Best on-going Taproot India (8 points), Grey Worldwide India (6 points), Saatchi & Saatchi Focus Network (6 ast year, Lowe Lintas + Partners broke points), Havas Worldwide India (4 points), ibs (4 Ogilvy’s winning spree by taking the Agency points) and Ignitee Digital Services (4 points). Lof the Year title at the Effies. This year, Interface Communications, Digital Law & Ogilvy reclaimed its title at the Effies 2014. Kenneth Saatchi & Saatchi, FoxyMoron Media Ogilvy won two Gold, eight Silver and 16 Solutions and Cartesian Consulting got two points Bronze awards. The Golds were for its ‘Tayyari each. „ Jeet Ki’ campaign for Bournvita (Best on-going [email protected]

10 afaqs! Reporter, February 1-15, 2015

$'9(57,6,1* EFFIE 2014 Soho Square Wins Grand Effie Soho Square won the Grand Effie for its campaign for BJP. The entry was titled ‘The Political Campaign That Created History’. By Sohini Sen

t the Effies 2014, the Grand Cadbury Dairy Milk. Effie Award went to Soho The Roti campaign also helped ASquare (contributing agency make Hindustan Unilever the Effie - Ogilvy & Mather) for its mass Client of the Year in 2013. HUL media campaign for Bharatiya Janata maintained its winning streak this Party. The campaign served to change year and won the Client of the Year the way people look at political title this time, with 64 points. advertising. Recall how popular One of HUL’s most popular the phrase ‘Abki baar Modi Sarkaar’ campaigns this year has been the became? much talked about Kan Khajura The multi-media campaign Soho Square’s creative head Anuraag Tesan innovation. Here, the tagline included ‘Janta Maaf Nahi Karegi’ - a Khandelwal with the Grand Effies award ‘Missed call lagao, muft manoranjan hard-hitting series of films, a second, pao’ was taken to a whole new level. animation-based set of films that The team invited people residing in humorously promoted the tagline ‘Ab India’s media dark areas to give a Ki Baar, Modi Sarkaar’, and a musical missed call to a particular number. titled ‘Ache Din Aane Wale Hai, Hum Once they do so, they are called back Modi Ji Ko Laane Wale Hai’ that and free entertainment -- in the form positioned Prime Minister Narendra of Bollywood music, informative/ Modi as the harbinger of happiness. educative content and entertaining Ogilvy has been winning the Grand dialogues/sher-o-shairi -- is played. Effie award for two consecutive years: The content is interspersed with ads in 2013, it was for the Lifebuoy Roti for HUL’s brands. The KKT campaign campaign, while in 2012 it was for fetched two Gold awards and a Bronze the Kuch Meetha Ho Jaye campaign for HUL’s Priya Nair with the Client of the Year trophy and a Silver award, contributing 26 points to HUL’s total tally. Recall that Ozonetel Systems is HUL’s cloud telephony platform for KKT, Lowe Lintas + Partners is the EFFIE creative agency, PHD India is the media agency and Hungama Digital Media Entertainment is the CLIENT OF THE YEAR - 2014 content provider and programmer. SR. PRIMARY AGENCY GRAND EFFIE GOLD SILVER BRONZE FINALIST TOTAL Mondelez India stood second (32 points) and NO. (12 POINTS) (8 POINTS) (6 POINTS) (4 POINTS) (2 POINTS) POINTS Star India stood third (32 points) at the Effies 1. Hindustan Unilever Ltd 02444642014. While Cadbury Dairy Milk’s ‘Kuch Meetha 2. Mondelez India Foods Ltd 0113332Ho Jaye’ and Cadbury Bournvita’s ‘Tayyari Jeet Ki’ 3. Star India Pvt Ltd 0032332campaigns fetched Mondelez a lot of awards, Star 4. Marico Ltd 0202228India’s big winners were the promo campaigns for 5. Idea Cellular Ltd 0210022Star Sports Pro-Kabaddi and Satyamev Jayate 2. 6. Nestle India Ltd 0022020Marico (28 points) and Idea Cellular (22 points) 7. Tata Global Beverages Ltd 0111120followed. Marico’s campaigns for Saffola Masala Oats were appreciated while Idea Cellular won 8. Bharatiya Janata Party 1010018 accolades for its ‘No Ullu Banaoing’ campaign. „ 9. Vodafone India Ltd 0004118 [email protected] 10. Titan Company Ltd 0110116

12 afaqs! Reporter, February 1-15, 2015

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For advertisements, write to [email protected] ACCESSIBLEACCESSIBLE ACROSSACROSS DEDEVICESVICES

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

VISA PEPSI 7 UP WAGH BAKRI Visa’s latest campaign captures the "initial hesitation or The new campaign ‘Tu Up Toh Duniya Up’ showcases the The TVC shows how a wife decides to leave her husband nervousness of doing something for the first time such as refreshed visual identity of the brand in line with the global after sensing their relationship has gone cold due to going on a date, shopping or booking movie tickets online. effort, ‘Feels Good To Be You’. Featuring actor, Dhanush, husband’s hectic work schedule. The man then goes back Each accomplishment shows the protagonist coming out the campaign encourages people to not loose their original to woo her heart shares a cup of tea. The film ends with of the comfort zone to fulfill his aspirations, and in the self and celebrate authenticity. the new positioning ‘Wagh Bakri Chai. Rishton mein process helped by the Visa Debit Card. garmahat laaye, Hamesha rishtey banaye.’

Creative Agency: BBDO Creative Agency: BBDO Creative Agency: Scarecrow Communications PRINT ANCHOR ODONIL SEAGRAM Anchor Health The air freshner The liquor brand and Beauty brand is urging released a campaign Care owned people to to spread awareness toothpaste purchase Odonil against the drink and brand recently for their toilets, drive culture. The launched a and if they have creative shows a nationwide not done it, young woman with a print campaign pushes them message along ‘She to spread to do now. The is safer than just awareness about message of the emergency brakes’. the brand among creatives was the people. The loud and clear creative gave that Odonil is a message always found ‘Bindaas Daant in the homes of Bindaas Aap’. cultured people.

C Creative Agency: Leo Burnett CCreative Agency: River CCreative Agency: McCann Erickson OOH DIGITAL

MANYAVAR BHARAT MATRIMONY PIZZA HUT Manyavar, a men’s ethnic brand, is running an outdoor Bharat Matrimony, the online matchmaker, has launched Pizza Hut launched #WorldPizzaParty campaign on campaign in Delhi to create brand awareness. It has an outdoor campaign titled ‘Take Marriage in your own Twitter around its ‘Flavors of the World’ pizza range. The deployed 200 unipoles at various arterial locations with hands’ in Mumbai city to promote its latest app service. campaign asked consumers what they wanted for the different creatives displaying their new color collection. The two month long campaign has been executed in party via #IWantWorldPizzaParty. Interesting tweets Mumbai Metro One and surrounding areas. were awarded an exclusively designed party from Pizza Hut.

Agency: JC Decaux Agency: Times OOH CCreative Agency: In-House

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

16 afaqs! Reporter, February 1-15, 2015

ABC IRS VINAY DOMINIC What happens when the most widely used method of measurement in an industry comes under TXHVWLRQ"7KH,QGLDQQHZVSDSHUEXVLQHVVLVDERXWWRÀQGRXWBy Devesh Gupta

lmost exactly a year ago, – with IRS or will ABC find greater advertising was small and basic in Media Consultants, recall that the Indian Newspaper prominence than before? nature, ABC was good enough to get NRS was “the definitive readership ASociety rejected the Indian by. “For a strong brand, advertising currency during its existence until Readership Survey 2013. Much has From NRS to IRS in a particular geographical area was the release of the 2001 Census” happened since then – there has been any of the current generation enough, while for a drowning or a where two rounds of the NRS, some reconciliation but differences Mexecutives in the business stagnant brand to lift sales, it took 2001 and 2003, were released on remain. The point is: why should are unaware that the Audit Bureau two or three publications to reach the basis of the 1991 census. The we be reporting on the matter of a of Circulation (ABC) was set up out to everyone,” says Bose. census of 2001 had changed the standoff one year after it began? in India in 1948 and is a founder As marketing emerged as a way in which India saw herself The provocation is a new trade member of International Federation function, managers began demanding from a demographic and economic campaign by Dainik Bhaskar which of Audit Bureaux of Circulations. basic information on readers such point of view – the alterations were proclaims itself the largest circulated The body which includes advertisers, as gender, age and income profile. dramatic because of the economic daily in India: ‘With 35.57 lakh copies publishers, and ad agencies, lays This led to the emergence of the reforms of the 1990s. “For nearly sold, Audit Bureau of Circulation down a standard procedure by which first National Readership Survey three years, NRS reported an India declares Dainik Bhaskar as India’s a member publisher can compute its (NRS), which was conducted by the which no longer existed. This was a largest circulated national daily.’ It is net paid sales. The circulation figures National Readership Survey Council serious lapse and, as it is, advertiser unusual to see a newspaper thump its are checked and certified by a firm of (NRSC). The Council consisted of representation in NRSC was not chest on circulation, since readership Chartered Accountants, approved by members from the Indian Newspaper strong,” they remember. Besides, has been the most commonly used the Bureau and the ABC certificates Society (INS), Advertising Agencies there were long time gaps between measure since long. are issued for six-monthly periods. Association of India (AAAI) and one round of NRS and another. And Bhaskar has not been the ABC was the norm till the ‘70s, ABC. The survey also helped create That is how a section of the only one. The Times of India was the recalls a former media planning a profile of consumers based on the industry, again represented by first to back ABC after expressing professional, Dwipal Kumar Bose. kind of goods that they bought. publishers, agencies and advertisers, its unhappiness with IRS. But now In the post-independence era, Raghav Subramanian and Sudha started the MRUC, which with Bhaskar and earlier Malayala businesses were sales driven and since Natrajan, founders, TMC – The commissioned the IRS in 1995. Manorama announcing their IRS took the lead in 2003 because faith in circulation, does it mean it was the first currency to use the that the break with IRS is getting IRS took the lead in 2003 and 2001 Census as its basis. It was also exacerbated? And if that is true, how used the 2001 Census as its committed to half yearly reports will this change media planning basis. In 2010, it went from based on continuous field work. It when it comes to newspapers? All went a step further in relevance in these newspapers are members being a half-yearly report to 2010 when the reporting became of the MRUC – Media Research a quarterly one. IRS covered quarterly. In any case, IRS covered Users Council - which conducts readership in smaller towns, readership in smaller towns while the IRS. NRS was more metro-focused. So where does it leave the industry while NRS was metro-focused. In the first 10 years after the turn

22 afaqs! Reporter, February 1-15, 2015 &29(56725< of the century, there was a dramatic The IRS also saw the inclusion Return of ABC Times, has a contrary point of change in Indian consumption of the North East states for the first here has to be one uniform view, contending that MRUC has patterns. Entire swathes of new time in the history of media research Tcurrency for buying-selling. Will re-validated the reports with the consumers and categories emerged in India. The industry also moved it be readership or circulation? consent of different industry bodies. and demand began to gradually into district wise sampling with IRS Ravi Dhariwal, CEO, Bennett, So what’s the problem? “We cannot emerge from smaller towns. The rise 2013. The survey also included new Coleman and Co Ltd (BCCL), shoot the messenger because we do of the internet was another factor geographies: Jammu, Dadra Nagar publisher of The Times of India, not like the news. We cannot trash aiding change. Haveli and Andaman. says, “The latest round of IRS has IRS because we did not like the In the midst of this swirl, The results had many major lost all credibility. Whether you results,” says Chaudhury. marketers and agencies needed publishers in a snit: they boycotted look at readers per copy or any greater details of the media they were the results, fought a legal battle, other parameter, only a couple of Getting Better buying. It was becoming evident that forced MRUC and RSCI to send publications have benefited from shish Bhasin, chairman & the business could not support two the results for re-validation. The it hugely while everybody else has ACEO, South Asia, Dentsu Aegis rival readership surveys. In 2011, the field work was done by Nielsen, a suffered. An advertiser depends on Network, chairman, Posterscope NRS and IRS were merged to form research agency. both ABC and IRS but with the latter and psLive - Asia Pacific, says that the Readership Studies Council of The figures were released again being discredited, they are naturally whenever there is a change, there India (RSCI). MRUC owned the in August 2014 after undergoing relying more on the former.” is some issue of it being accepted. IRS, while the ABC owned NRS on revalidation, with the agreement of Others are still trying to make up “The controversies have put a cloud behalf of the National Readership INS, RSCI, MRUC and ABC. Some their minds. KRP Reddy, director over the actual research which, to Studies Council (NRSC). The publishers continue to nevertheless (Advtg & Mktg), Jagati Publications, my mind, is of a very high quality. newly merged entity, RSCI, was express their unhappiness. publisher of the Telugu daily Sakshi, I believe product IRS will improve a partnership of equals between The Q1 2014 results of the IRS says, “Apart from TOI, others are every time it is released,” adds Bhasin. MRUC and ABC. The common are now awaited curiously by the thinking along similar lines. We are The methodology for the new survey was called IRS. marketers, agencies and publishers not in agreement with the current IRS was chosen after agreement with all the stakeholders, points out Debu Mishra, consultant: “Why are the INDUSTRY STAKEHOLDERS same stakeholders disagreeing with the results now?” Is the question one of methodology or an inadequate sample size? Peter Suresh, head, business intelligence unit, Dainik Bhaskar Group, says that at a recent meeting called by the MRUC, Nielsen made clear that most of the complaints were directly or indirectly the result of ‘inadequate sample deployments’. Peter says 5$9,'+$5,:$/ .535(''< 021,&$13$71$,. 1,7,1&+$8'+85< that the 2014 report will therefore BCCL Jagati Publications Eastern Media HT Media suffer the same inadequacies. “Even The latest round of IRS has Not in agreement with We are not happy with We cannot trash if there is agreement on increasing lost all credibility. the current IRS survey. the new IRS. IRS results. subscriptions and thereby growing the sample size, this will bear result only in the 2015 report,” he points out.

The Limitation of ABC s ABC a valid means of measuring Ithe reach of a publication? Bhasin points out that media planners have always used ABC figures: “In an attempt to present their case, some people are trying to hype one vs the 3(7(5685(6+ 9$5*+(6(&+$1'< $-&+5,6723+(5 $6+,6+%+$6,1 other, depending on what suits them Dainik Bhaskar Group Malayala Manorama Eenadu Newspaper Dentsu Aegis Network – but that is not the right way to look 2014 report will suffer IRS findings have to be in We swear by both IRS IRS will improve every at a research.” the same inadequacies. sync with ABC numbers. and ABC. time it is released. Sandeep Tarkas, president (customer strategy) and CEO (Bengal Warriors) at Future Group, dismisses What’s the problem? as they have no other readership IRS survey which is full of errors. circulation as a parameter saying very round of a readership currency to use other than the old We are still in the process of deciding that “advertisers do not buy copies, Esurvey invariably draws some IRS data or the ABC figures. whether or not to stay with it.” they buy readership. I am buying controversy but when RSCI released Paritosh Joshi, chairman, Some like the Odia daily Sambad audiences and not the newspaper.” the IRS figures for the Q1 2013 TechCom and board member, are going along with the IRS in spite Ajay Kakar, chief marketing on January, 28, 2014, the explosion MRUC, says, “It is in the interest of their unhappiness because they officer - financial services, Aditya that followed was something else of all players across the value chain have no option, says Monica Nayyar Birla Group, says, “ABC does not altogether. to support and strengthen IRS. You Patnaik, MD of Eastern Media report all publications; nor does it The IRS 2013 survey saw several strengthen anything by constructive which publishes the daily. “We are offer insights such as demographic changes in the methodology. It had criticism and not by passivity. I think not happy with the new IRS but we profiling, incremental reachability the largest deployment of dual screen it is in the best interest of any such opted out of ABC a couple of years and therefore cost efficiency computer aided personal interview system, to accept it, embrace it and ago so we don’t have a choice,” she considerations. Relying solely on devices; a major departure from the act on it. I don’t think there is any explains. circulation numbers is an incorrect pen and paper survey mode followed worry and fear about criticism. It is a Nitin Chaudhury, business head, earlier. very healthy thing.” HT Media, publisher of Hindustan FRQWLQXHGRQSDJH>>

afaqs! Reporter, February 1-15, 2015 23

0(',$ NCCS A Dummy’s Guide to NCCS New Consumer Classification System (NCCS) is the modern day tool for classifying Indian consumers. It will be used by the Broadcast Audience Research Council in its soon-to-be-launched TV audience measurement system. A look at few points that will help understand the NCCS better. By Prachi Srivastava

occupations. So, it had a separate classifications for This is not discretionary any more as the MRSI the rural system wherein the Rural SEC Grid used mandates incorporation of the module into all education and type of house (pucca, semi-pucca, studies conducted by its members. As more and and katcha) as parameters, and segmented rural more commercial market research uses NCCS and India into 4 groups (R1, R2, R3, R4) and the other projects study results to populations, it will test the for urban - SEC A1, SEC A2 and so on. robustness and predictive power of the system.

EDUCATION OF CWE Literate Some but no College No. of formal School- 5 (incl Grad/ PG: Grad/ PG: Durables Illiterate school/ to 9 years SSC/ HSC Diploma) General Professional Owned School but not upto 4 yrs Grad 12 3 456 7 t was almost three decades ago that socio- None E3 E2 E2 E2 E2 E1 D2 economic classification (SEC) was introduced 1E2E1E1E1D2D2D2 Iin the country to classify consumers into 2E1E1D2D2D1D1D1 different groups. Over time, flaws were noticed 3D2D2D1D1C2C2C2 in the system. That’s when the industry decided to revise it and introduce the New Consumer 4D1C2C2C1C1B2B2 Classification System (NCCS), which, in many 5C2C1C1B2B1B1B1 ways, is better than the SEC. 6C1B2B2B1A3A3A3 While the Indian Readership Survey (IRS) 7C1B1B1A3A3A2A2 has already started using NCCS since early 2014, 8B1A3A3A3A2A2A2 Broadcast Audience Research Council (BARC) is 9B1A3A3A2A2A1A1 working on the system for its soon-to-be-launched audience measurement currency. afaqs! Reporter looks at few basic questions WHAT WERE THE SHORTCOMINGS HOW IS NCCS BETTER THAN SEC? that will help understand the NCCS better. OF SEC? CCS is linked to the household and CCS is a far more dynamic classification Ncaptures their affordibility quotient. NCCS’ WHAT IS NCCS? Nshowing that households are aspirational classification is a dynamic one and has the ability CCS is used to classify households in India. today and are not stuck unlike in SEC. to change over time. Here, if one has 0 items right NDeveloped by Market Research Society of Also, as mentioned earlier, SEC is linked to just now, next year he can have one, then three and India (MRSI) and Media Research Users Council an individual and does not capture the affordability so on. It accepts, and can correctly represent, the (MRUC), it classifies households on two variables of a household adequately, which NCCS does. dynamics playing out in India. One must see a - education of the chief wage earner (CWE) and It is static and neither variables (education of the re-classification of the same family year after year. the number of consumer durables owned, by a chief wage earner and occupation) changes over There might be a very spartan household that may predefined list. time. So, mobility across segments was difficult in remain spartan but then that’s where they belong. SEC, while it constantly keeps changing in NCCS. They are not going to be great consumers. WHY IS IT USED? The classification system is also about the CCS is used to discriminate between HOW IS THE DATA FOR NCCS likelihood of consumption. It must correlate back Nhouseholds and define the entire consumer COLLECTED? to behaviour. If there is a family that doesn’t behaviour of a household - what will his family he IRS is the primary source of information believe in having all the material goods, they are aspire for, gender ratio or life expectancy of Tabout the dispersion of NCCS segments never going to, despite having money. On the a family member. It is used by IRS and will in different geographical units, from individual other hand, aspirational people will keep climbing. even be used in BARC. It is similar to SEC but metros and Class I towns to village classes taken It reflects the correct behaviour and that’s how the attempt to understand the behavioural variables of consumers should be classified. a consumer as well. It classifies households on In NCCS, the number of variables owned by a household matter. A fairly rich family with HOW DIFFERENT IS SEC FROM NCCS? education of CWE and a simple lifestyle - owns just five of the listed EC is an urban-only system while NCCS consumer durables owned. products - fall in the lower side of the NCCS Sis national. It classifies consumers on two chart. And that is the fair classification because the variables - education of the chief wage earner and as groups at a state, socio-cultural region (SCR) or number of variables is also correlated to how many his occupation and is linked to one individual. It district level. one will be inclined to own in the future. doesn’t use household parameters to classify the Marketers and researchers need to project their Also, the classification curve should follow the households, which NCCS does. research findings back to the population of the normal curves of distribution of the population. With SEC, the classification of occupation geographic unit they are investigating. To enable There should be a few people in the both ends was urban-oriented. When it was launched, the this, they must incorporate the entire NCCS with more in the middle (the bell curve). interest towards the rural consumers was very module into their research questionnaire and low and did not include the conventional rural classify the output within the NCCS framework. FRQWLQXHGRQSDJH>>

24 afaqs! Reporter, February 1-15, 2015 OF THE YEAR POLL 2014 -15 VOTEVOTE FOR THE BUZZIEST BRANDS & WIN PRIZES www.afaqs.com/all/events/buzz/2015/

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For sponsorship contact: [email protected] | 09811436040 352),/( SATBIR SINGH I CHIEF CREATIVE OFFICER I FCB ULKA

Piyush Pandey. Singh also loved working with Havas’ former CEO Suman Srivastava, someone who taught him “how to stay calm in an otherwise highly restless ad world.” Keen While chatting with us about his career, Singh takes a break to lend a then-and-now perspective on the ad-media world. He believes the advertising industry has undergone tremendous Observer change over the last decade, thanks to new media. “All the magazines I read are on my iPad. I’m on Zite, Flipboard… I get my daily dose of news from Twitter. Digital has made the world smaller but one has to be interesting enough to have a powerful digital footprint,” he tells us, adding, “In the earlier days, television used to be lousy and print used to be fabulous and now it is the other way around!” “When I started out in the ad industry,” he recalls, “there was neither internet nor mobile phones. These new mediums have changed the advertising landscape to a great extent today. Some of the biggest spenders today are the e-tailers,” he points out. Another big change, SUSHIL KUMAR according to him, is that brands are targetting Singh smiles, recalling his first tryst with young consumers everyday and engaging them By Saumya Tewari writing a commercial copy. in a conversation is a challenge. He stayed with the agency for a year and then Singh leaves Delhi to join FCB Ulka Mumbai e get to know the newly appointed chief moved to Contract Advertising in 1994, post this month. He is keeping an open mind about creative officer of FCB Ulka a little which he joined Equus. the change. His mantra is – “Observe and W better, by looking back at his 20 year- “During the initial years of my career I hopped Absorb.” Why so? “A simple observation from long career… jobs frequently,” Singh says, almost reading our daily life can turn into a brilliant campaign idea,” While growing up in Kolkata, Satbir Singh mind. He attributes this partially to “immaturity” he reasons. was studying to be a lawyer. His younger brother as well as the lure of a better pay. His first “Some of the senior most resources in entered the advertising industry as an art director salary hike – of Rs. 500, at Trikaya – is his most Mumbai started their work in Delhi,” he points at Hindustan Thompson Associates (HTA, now cherished one, he tells us. out, referring to creative heavyweights like JWT), which was when the senior Mr. Singh He moved from Kolkata to Delhi, a bigger Prasoon Joshi, Ashish Khazanchi, Raghu Bhat felt even he could pull off a ‘writing job’ in an market, when he joined Ulka, subsequently. He and Manish Bhatt. ad agency. also worked with Leo Burnett and “I grew up in Kolkata… there “I went for a copy test at HTA and couldn’t Ogilvy and Mather. Of course, it are many similarities the city shares crack it,” he admits. Eventually he tried his luck is his decade-long tenure at Euro “A simple with Mumbai. The latter is more at Trikaya (now Grey) where Swapan Seth had RSCG (now Havas) that people energetic, though. I’m looking just come on board. Seth, says Singh, has been associate with Singh most readily. observation forward to the challenge,” he adds “the biggest influence on his career” thus far. “I enjoyed the ride in Havas. about his shift to what people “He always led by example. If a brief took longer I joined as Delhi head and in can turn into fondly call ‘Maximum City’. than usual to crack, he never pestered,” he says, about two years I was promoted When not at work, Singh loves “He would come quietly and put the copy on the to national head which entailed a brilliant spending time his kids, shopping table. The aim was to be faster than Swapan!” extensive travelling and looking for fresh produce at the local Singh’s first assignment at Trikaya was to after the three offices,” he recalls. campaign grocer, and whipping up Thai and write a headline for Bata’s range of tennis Singh’s “second most admired Italian dishes. „ shoes. “‘Advantage you’, is what I wrote,” person” is Ogilvy’s creative supremo idea” [email protected]

readership is a sample survey and is A J Christopher, national head, “There is a felt need for the veracity ABC vs IRS based on estimation,” says Chandy. marketing, Eenadu Newspaper, says, of the data provided by IRS under << FRQWLQXHGIURPSDJH To this Bharat Kapadia, founder, “Local advertisers in Andhra Pradesh the new dual screen system. In the [email protected], says, and Telangana do not bother about absence of accurate data of current and inefficient way to decide on “Some publishers are under the the IRS numbers. They swear by the standings, we have no option but to addressing the target audience and misconception that readers per copy ABC figures. We swear by both IRS make do with the last uncontested allocating large spend volumes.” is pro-rata. If one’s circulation is so and ABC. While the latter serves the survey.” As time passes, however, Varghese Chandy, chief general much, the readership has to be this Andhra market, the former works for the figures will become increasingly manager, marketing, advertising sales much. It is not necessary that if the the national advertiser. A strong ABC outdated – unless a way is found out at Malayala Manorama feels that IRS circulation increases, the readership makes us the first point of approach of the impasse. „ findings have to be in sync with will also increase.” in the market. IRS numbers work [email protected] the ABC numbers, because ABC is There is an additional factor that well when it is about raising ad rates.” also part of the body. “We certainlyy comes into playpy in the ABC vs believe that ABC is the currency thatt IRIRSS debate.debate. Is there a way ahead? (With additional inputs from: everyone should follow, as in thee lot will depend on the Jwalant Swaroop, CEO, Sakal Media western countries. It is like a censuss A forthcoming IRS numbers. Group; Jayen Mehta, GM, planning and you get actual numbers whilee Kakar of Aditya Birla Group, says, and marketing, AMUL)

26 afaqs! Reporter, February 1-15, 2015 0(',$ THE TIMES OF INDIA Shame the Litterbugs The national daily’s digital campaign sends a strong anti-littering message. By Saumya Tewari

f cleanliness is next to godliness, India is the least spiritual country on the planet. From Idefecating in open spaces, to throwing garbage on the streets, to spitting on public walls… we and television properties. The campaign is being Indians do it all, all the time. heavily promoted on social media both through In a bid to shame these obnoxious offenders, Facebook and Twitter (#TheGreatIndianLitterbug). The Times of India, leading national daily, has Users can also share pictures and cartoons through launched ‘The Great Indian Litterbug’ campaign, Whatsapp on 8006371000. which is part of a series titled ‘The Great Indian’. The campaign is interactive; users can submit The ‘Litterbug’, according to the English videos, photos, cartoons, jokes, anecdotes daily, is a character who can convert a city into and blogs on a specially created microsite. a wasteland. This character celebrates Indians These could be pictures/videos of ‘paan art’ who, irrespective of their caste or status, take (red beetle nut stains often found on Indian littering as their birthright. A digital film released staircase corners), ‘Carchuckers’ (people who by the Times of India shows such people doing throw things from cars), ‘Defacer’ (messages the deed. on monuments, signposts, benches, buses Created by 101India and MSL Digital, the and trains), or simply images of overflowing objective of the campaign is to bring the offenders garbage bins or people relieving themselves in into the limelight and shame them. Rahul Kansal, inappropriate places. executive director, BCCL, says, “Cleanliness is The on-ground activation is being led by college a primary tool for development. This campaign students across the country. Participants are looks at the problem of littering from a societal required to come up with interesting installation perspective. We aim to bring out the intrinsic ideas that can be implemented using actual garbage. characteristics of Indians who litter.” The best ideas will be duly rewarded. “The Great India series is an initiative to look Recall that the first campaign in this series at India through the lens of different species in was ‘The Great Indian Chamchas’ which was a the country. It celebrates unique types of Indians. satirical ode to sycophants across industries. It Satirical in nature, The Great Indian Litterbug is was a sarcastic salute to India’s ‘chamchas’ and an attempt to poke fun at people who indulge the uniquely Indian concept of ‘chamchagiri’. ‘If in littering,” explains Cyrus Oshidar, managing oiliness is next to godliness, meet the divine’ went director, 101India. the ad campaign that promoted this leg of the The campaign is highly interactive in nature. It series. „ is being promoted through Times Group’s print Oshidar and Kansal: Pun at the offenders [email protected]

WILDCRAFT

Wildcraft markets Stepping Outdoors adventure gear for travellers and The outdoor-gear brand has launched its first outdoor enthusiasts. OOH campaign. By Devesh Gupta The brand’s product range includes items ildcraft recently launched Brandcom. such as rucksacks, its maiden outdoor Simeran Bhasin, chief marketing backpacks, clothing, Wcampaign. Titled ‘Come officer, Wildcraft, says, “It is outdoor equipment, Alive’, it shows off a selection of important for Wildcraft to be visible. footwear and other outdoor gear. The campaign We want to encourage people to adventure gear. intended to spread brand awareness explore the outdoors.” Launched and encourage people to experience Nabendu Bhattacharyya, CEO professionals. We want them to ‘get in 1998 by Gaurav Dublish and and explore the outdoors. and MD, Milestone Brandcom, up and explore’.” Siddharth Sood, today Wildcraft is a The campaign was executed in says, “The campaign targets people Recall that Wildcraft appointed `250 crore+ brand, available in over Mumbai, Delhi NCR, Bengaluru, from SEC AB, between the 15-44 Milestone Brandcom as its outdoor 120 exclusive, and over 2,500 multi- Ahmedabad, Pune and Hyderabad, years age – youngsters and working media agency after a multi-agency brand stores, across 400+ cities in across 250+ high-impact touch pitch held last September. The India. points. Billboards, mall facades, “The campaign agency is responsible for developing Wildcraft recently launched its bus shelters, metro branding and strategic communication solutions first comprehensive, strategically- cab branding comprised the outdoor targets 15-44 year for the brand. In December last year, driven ad campaign, across media media mix. The 21-day long the brand appointed the Famous including television. „ campaign was executed by Milestone old consumers.” Innovations as its creative agency. [email protected]

afaqs! Reporter, February 1-15, 2015 27 32,1762)9,(: Does Shock Value Work? Through bold scripts and bolder visuals, brands have started ‘shocking’ viewers into taking note of their campaigns. How viable is ‘shockvertising’? By Sohini Sen

680$172&+$7723$'+<$< 35$7+$3687+$1 35,7,1$,5 3$57+26,1+$ Executive Creative Director, Chief Creative Officer, Co-founder, Creative Head, South Asia, Ogilvy Bang in the Middle Curry-Nation DigitasLBi FOTOCORP SUSHIL KUMAR FOTOCORP SOMETIMES, YOU CAN IT’S A QUICK SHOCK VALUE ONLY THERE ARE PROS SHOCK A PERSON OUT ATTENTION-GRABBING WORKS IN THE SHORT AND CONS TO USING OF COMPLACENCY AND TECHNIQUE. IT TERM. IT CAN EASILY BE SHOCK VALUE. PEOPLE MAKE HER SEE THINGS WORKS IN AREAS CONVERTED TO ‘TALK LOVE TO BE SHOCKED YOUR WAY. BUT SHOCK LIKE SOCIAL SERVICE, VALUE’. AND AWED. BUT IF CAN BE A MAJOR TURN WHERE WE NEED TO A SHOCKING AD CAN YOU GO FOR SHOCK OFF TOO. IT TAKES AN ALTER BEHAVIOUR LEAD TO BRAND VALUE AND IRRITATE audacious advertiser who like over-speeding, talking salience and help make a film or offend people, they will most knows what she is doing to on the phone while driving, go viral. It also helps a brand likely just reach for the remote use shock effectively. The molestation, smoking, etc. But form its ‘first impression’, and tune you out. approach works well in the shock value tends to die down one that sticks. For example, Today, some of the most viral case of fashion and youth fast. One needs to sustain the Fastrack has, right from the videos on YouTube are about level of communication and social causes. Like any tactic, you brands. beginning, been against the Shock value can work with ensure there is follow up action have to define it in terms of the popular trend. older audiences too, especially from the audience. The problem strategic goal. And you need to However, if shock value is if it involves a brand that has with shock advertising is that be sensitive. a big impact on the life of it elevates the limits of what to in bad taste, especially when it As creative professionals the people, and if the shock expect on television, in print, and includes sexuality and nudity, look for more inventive ways seems to stem from a reality. across other forms of subsequent it cannot have a good long- to visualise their stories, shock Consider the American ad communication. term effect. Shocking ads value is becoming an effective from 1964 that put Lyndon You need to know where and must be done thoughtfully tool. It helps highlight things and Johnson into the oval office, how to employ shock. You can’t and aesthetically. There was a ensure that customers won’t for instance. Shocking facts use it randomly for every cat- cement brand which showed a overlook those aspects. Shock can sway the consumer into egory. It’s best when you have bikini-clad girl coming out of value helps dramatise things and making an important life to make a point and get out. the ocean; there was no brand leads to consumer engagement. decision. Consider ‘Unwatchable’, a brutal connect whatsoever. In such The most recent Van Damme video about Congo. Now that’s cases, people will recall the ad, viral video ‘The Epic Split’ was shock! awe-inspiring, but the question not the brand. Another problem is – people is – will something similar work often mistake surprise for shock. again?

28 afaqs! Reporter, February 1-15, 2015

0(',$ &TV Binding People The upcoming Hindi GEC from ZEEL’s sub-brand, &, is set for a March launch. News Bureau

a sub-brand from Zee Entertainment tthe role of the Enterprises, has announced the launch of ‘a‘asker’, as well as & its new general entertainment channel, of the ‘contestant’. ‘&TV’. WhWhile the askers The channel will be launched in March. The will popose questions, the first channel from ‘&’ was ‘&pictures’ that was contestants will answer them… to win launched in August, 2013. the prize money, of course. The show will be The theme for &TV is ‘Jashn Jeene Ka’ - produced by Siddhartha Basu’s Big Synergy. celebrating the spirit of life. According to the The channel has also unveiled four fiction company, the channel stands for binding people, properties, namely, ‘Begusarai’ (set in the hinterland ideologies and philosophies. of Bihar; produced by Saregama Productions), The channel will try and mirror the thinking ‘Raziya Sultan’ (set in the 13th century; produced and values of an evolved, ‘new age’ India. The by Swastik Productions), ‘Bhabhi Ghar Par Hai’ content of the channel will be contemporary. The (based in Kanpur; produced by Edit II) and ‘Badi shows will reflect the progressiveness of today’s Devrani’ (a family drama, produced by Shashi viewers. Sumeet Productions). Punit Goenka, CEO and MD, ZEEL sees “By definition, we are a Hindi GEC… The digitisation and further fragmentation as channel will cater to the entire Hindi speaking opportunities for a new entrant. He says, “&TV market”, says Rajesh Iyer, business head, &TV. will offer a more substantial viewing experience Doris Dey, head programming - fiction, to an audience that is always seeking fresh and &TV, says, “The shows will recognise human relevant content.” imperfections and portray grey shades,” &TV will launch with a non-fiction property adding that the shows will be balanced from a that will be hosted by popular actor and producer, gender perspective, in that, they will highlight Shah Rukh Khan. The show, titled ‘India Poochega the male and female perspectives in equal - Sabse Shaana Kaun?’, is the Indian adaptation of measure. ‘Who’s Asking?’ by the Israel-based Armoza. The channel will launch three brand films This will be Khan’s third game show on the soon. They have been created by Ramanuj Shastry small screen after ‘Kya Aap Panchvi Pass Se Tez and Nisha Singhania, owners of Infectious, a Hain?’ and ‘Kaun Banega Crorepati’ (both Star Plus creative agency. GroupM’s MEC will handle the shows). media planning and buying duties. „ In India Poochega..., a common man will don Goenka & Iyer: Celebrating the spirit of life [email protected]

move, Devendra Shah, chairman, splash of milk forming a star as its PARAG MILK FOODS Parag Milk Foods, says, “As a central graphic element, celebrates marketing organisation, we have the company’s culture of passion realised the need of connecting and a culture of innovation. The New Identity this brand portfolio with the parent brand expression - Ideas for a new organisation. This builds a sense of day - captures the brand promise The brand plans to enter new segments and confidence in the consumer’s mind of making milk moments inspiring expand its portfolio to drive the next phase of and that is what we endeavour with and enjoyable. It is a promise that is this new corporate identity.” deeply rooted in the heritage of the growth. News Bureau The company aims to accelerate company and has been fundamental to its success,” asserts Ramesh Rao, arag Milk Foods has managing director, Scion. announced a new corporate “We have realised the Parag Milk Foods, established Pidentity by unveiling new need of connecting the in 1992, started with launch of logo. The private milk dairy plans Gowardhan brand, which was to expand into newer milk segments brand portfolio with targeted towards traditional value- and extend its brand portfolio to the parent organisation. seeking house-wives, followed drive the next phase of growth. by the introduction of Go brand, This strategic move is intended to It builds confidence in targeted at the youth and kids for bring all its brands together under consumer’s mind.” direct consumption products. A the new umbrella corporate brand, DEVENDRA SHAH niche brand, Pride of Cows, was helping to build a stronger brand introduced with a proposition of connect and recall with the parent Farm to Home concept targeted company. “Aim to bring all its growth to 50 per cent annually towards taste connoisseur. Finally Brand consultancy firm Scion over the next few years. It is the company forayed into dairy developed the launch of the updated the brands under venturing into newer categories and based beverages with the launch of logo and new brand identity. adding new brands in the portfolio. ToppUp. „ Speaking about this strategic one umbrella.” “The bold and vibrant logo with a [email protected]

30 afaqs! Reporter, February 1-15, 2015 0(',$ MTV ROADIES X2 Wooing New Audiences The twelfth edition of the reality show airs every Saturday at 7 pm. Presented by Hero, Roadies X2 is ‘powered by’ Vivo Smartphone. News Bureau

TV India, the youth entertainment India, Varanasi to the birthplace of the Ganges in channel from Viacom18 stable has Nepal. Mlaunched the twelfth season of its reality Aditya Swamy, EVP and business head, MTV property, ‘Roadies’. India shares that the channel is not just changing The show that was earlier judged by Raghu the format this season but is ripping it wide open. Ram and Rajiv has three new judges along with an “Each personality we have got this time for the old Roadie, Ranvijay Singh. Vijender Singh, Esha show have their own fan following and brand Deol and Karan Kundra will don the hats of the value that they stand for. We are looking at brand judges of Roadies X2. new audiences through these people along with Starting January 24, the twelfth edition of the core Roadies audience.” the reality show airs every Saturday at 7 pm. In addition to the new judges and introduction Presented by Hero, Roadies X2 is ‘powered by’ of ‘gangs’ in the format, the channel is giving Vivo Smartphone. This year the contestants will liberty to the contestants too to choose which gang ride on Karizma ZMR. he wants to be a part of. Having said that, the basic The four judges are also called the ‘gang essence of the show remains the same as it aims leaders’. This time around, audiences will get to at “bringing out the roadie within you, the hero see participants not just competing against each within you,” Swamy adds. other to become the ultimate ‘Roadie’, but will Roadies X2 will see participation of 20 contestants compete in gangs. Each ‘gang leader’ will pick five (five members in each of the four gangs) and will participants for their own gang. These gangs, and air for 17 episodes. the gang leaders, will then compete against each While Rannvijay Singh will look for people other through a series of tasks to eliminate each with discipline, Vijender Singh is on the lookout other from the show. The gang leader and the for people who are all heart. Kundra’s focus is gang member that stays through the end, winning on grabbing the best strategists while Deol wants the maximum number of tasks will be adjudged as people with their eye on the prize. the winner of MTV Hero Roadies X2. MTV Hero Roadies X2 is being supported by The channel held auditions for this season of a 360 degree promotion plan which includes an the cult youth reality show in four cities - Pune, “The reality show will see extensive online leg, PR activations, on-ground Kolkata, Delhi and Chandigarh in the month of events. December. The show started with the telecast of participation of As in the earlier seasons, the uncensored scenes the auditions, post which the journey for Roadies 20 contestants. It will air of the auditions or the journey will be uploaded on X2 will begin in early February as the gangs ride the show’s webpage. „ along the scenic route from the holiest place in for 17 episodes.” [email protected]

<< FRQWLQXHGIURPSDJH WHEN WAS NCCS TV, Computer, Four-wheeler, Air IS IT A PAID SERVICE? ACTUALLY LAUNCHED IN Conditioner and Agricultural land RSI does not charge a fee Dummy’s Guide... INDIA? (in rural areas). Research showed Mfor the usage of the NCCS. CCS was launched in 2009. that it is an adequate classification. Indeed, all joint industry bodies NCCS helps picture a NThe reason for it not being This list will be relooked after a involved directly or peripherally with consumer better than SEC. It has used till now is believed to be certain period of time. consumer research and insight are a more secular approach in its inertia. People were used to SEC now keen to promote its usage. All approach to classification. It is data and hesitated with NCCS IS THERE ANY that is required to use NCCS is to easier from the marketing, strategy hence both the seller and the buyer DRAWBACK? ensure that the NCCS classification and planning point of view as were stuck. he list of durables will become (technically called taxonomy) module here the officials can visualise the Tless discriminating over a period - that queries respondents about consumer behaviour better. Most WHAT ARE THE 11 of time as more people acquire more education of the chief wage earner importantly, it is a system that CONSUMER DURABLES durables. and ownership of list of durables reflects a dynamic rise as a person LISTED IN NCCS? WHY The list has to be changed from - is administered to every sample works through their aspirations ONLY THESE 11? time to time - in another few years point in the study. The ownership of and keeps moving up. he 11 durables (as on date) are probably all of them will have gone. the classification vests in the MRSI Also, there is a cost associated TElectricity Connection, Ceiling For instance, mobile is not one of and any future amendments to the with any classification. One has to Fan, Gas Stove, Refrigerator, Two the discriminating goods because system, for instance any amendments invest in it so that it can happen in Wheeler, Washing Machine, Colour today almost everyone has it. in the durables list, will be done the marketplace and then to adopt The MRSI and the MRUC and solely at its behest and discretion. the classification is also a cost. anybody else who is interested in (With additional inputs from It’s easier for BARC to use it , NCCS helps NCCS like BARC will have to Paritosh Joshi, chairman, TechCom since its new and can be adpated and pictures a consumer keep revisiting the durables list and board member, MRUC and also the industry doesn’t have an to ensure that the durables list is member, TechCom -BARC.) „ option. better than SEC. adequate. [email protected]

afaqs! Reporter, February 1-15, 2015 31 ,17(59,(: TANVI MALIK> CO-FOUNDER, FABALLEY.COM “If the idea was to titillate, we wouldn’t have taken Radhika Vaz” How does a nude stand-up comedian promote an online fashion brand? Excerpts value was intentional, but for the right reasons. By Saumya Tewari The strong visual was delivered for people to from an interview with Tanvi Malik. stand up against fashion policing and diktats being doled out to them. If the idea was to titillate, we abAlley, an online private label, launched a international trends and introduce them in India. wouldn’t have taken Radhika Vaz. She represents rather sensational campaign featuring a nude Our communication is for those who don’t seek a strong, individualistic woman. Ffemale stand-up comedian, Radhika Vaz. In to belong. Radhika Vaz is a comedian and a writer. She the film, Vaz talks about women and their struggle We create exclusive clothes which are not wrote the script. This is not the voiceover of a to conform to fashion trends. Social media has available elsewhere. We introduce global trends regular ad; it’s a rant which highlights the everyday been abuzz about the brand’s bold attempt. The in India but with a twist. For example, since struggles of women trying to fit into a certain campaign (#Unfollow) has been created by Jack in crop tops are in we have introduced them on our mold. the Box. platform in various lengths and designs. Founded in June, 2012 by Tanvi Malik and Are you considering TV advertising as a part Shivani Poddar, FabAlley.com offers design- How did you zero in on a comedian - Radhika of your media mix? differentiated affordable high-street clothing and Vaz? Not for the next accessories for young women. The startup, which We wanted a ‘ballsy’ woman who is in the public six months. has received funding from Indian Angel Network eye. She faces the pressure to project a certain FabAlley is (IAN), claims to clock 500-700 orders a day with public image. Featuring a female stand-up a niche brand an average ticket size of `1,400. comedian brought an insightful, yet comic twist and our message Fashion retail makes up about one fourth of the to the campaign. will not appeal booming online e-commerce business. Of this 30 We shot the campaign in a studio in Film City, to everybody. percent is made up of women’s apparel. with no real audience. It is a rant which is filmed We are not every afaqs! Reporter caught up with Tanvi Malik, in the milieu of what Radhika does professionally. woman’s brand. co-founder and director, FabAlley, about the She was a sport and completed A TV campaign, at campaign and the waves it has created. Edited the shoot in a single shot. this point, will be Excerpts. premature as our The film has elicited brand does not have FabAlley is a fashion brand. And there’s polarised opinions. mass appeal. no denying that fashion is about Some say that We will be digital-heavy, go for outdoors. and trends. What prompted #Unfollow? the ‘shock have tied up with fashion magazines such as Elle, #Unfollow is about finding one’s own value’ (her Harper’s and Grazia for advertorials and ads. style and getting away from fashion nudity) has policing. overpowered This reminds us of brands like Fastrack, The insight to celebrate individuality the script... that are designed to appeal to a select few. came from the brand while the story Yes, the shock Psychographically speaking is your core TG idea and execution was from Jack in the Fastrack buyer? the Box. Our creative brief was - FabAlley is not for rebels. We talk to a metro girl. create a campaign for a girl who is Our core TG is between 18 and 25 years. ‘uninterrupted’. FabAlley wants to be an empowering feminist brand. As an online private label in India today, As a fashion brand for women what’s your biggest marketing challenge? and by women, we felt it is Discounting is the biggest challenge in the our responsibility to send out e-commerce space. There is no touch-and-feel empowering messages to our factor. Inherently, the consumer trusts big consumers. We do not want brands. But for a private label, it is a challenge to operate in the shallow, to convince the consumer to buy from their trend-oriented space. platform. Consumers have begun to trust our But in the past, you products and because the designs are have positioned exclusive, they are willing to pay. In fact, FabAlley as a ‘trend our next campaign will be focused on the specific’ brand. Isn’t product, the designs and the quality. this campaign a contradiction, then? What next for FabAlley, after For a high street #Unfollow? fashion label like A content platform for the Unfollow us, trends are the girl is under development. Over the lowest common next three to four months, we are also denominator on planning to launch a web series with real how we work. Our women across various fields speaking design process is about how they ‘unfollow’ in life. „ such that we spot [email protected]

32 afaqs! Reporter, Februar -2%6:,7&+

Post: Web Designer familiarity and with a minimum Researching and identifying Post: Business Development Company: afaqs! of 1 - 2 years experience of having prospective clients. Executive Profile: Good Visualization skills. handled clients across various Should have sound experience of Company: Aqurius Mediaa Pvt. Ltd. Responsible for designing micro verticals will be an asset. He should planning, developing & executing Profile: He should be operationally sites, mailers, Print ads, Logo be operationally sound and capable digital marketing strategies. sound and capable of handling full designs & banner creatives. Must of handling full cycle assignments Exp: 2 to 8 yrs. cycle assignments from briefs to have extensive experience of color from briefs to execution. Location: Mumbai executiont. Handle all requirements scheme and typography. Working Exp: 0 to 2 years Email: [email protected] of clients and generate new business knowledge of Flash Animation, Location: Mumbai ...... from existing clients . Action script (Optional). Email: [email protected] Post: HTML DEVELOPER Exp: 1 to 4 years. Exp: 2 to 3 years ...... Company: Thoughtrains Designs Location: New Delhi Location: Noida Post: Vusualisers Pvt. Ltd. Email: [email protected] Email: [email protected] Company: Melange Medical Profile: The position requires ...... Communications constant communication with Post: Web developer Post: Client Servicing Profile: Should have visualising art colleagues. Knowledge of core Company: First Show Digital Company: PMG Integrated typo and layout abilities. Excellent design and layouting softwares - Profile: Should have visualising art Communications Pvt Ltd Art and Design Skills. Able to Adobe Illustrator Photoshop Corel. typo and layout abilities. Excellent Profile: Ability to think on the feet, ideate and execute campaigns Ads Exp: 2 to 4 years Art and Design Skills. Able to document a brief and get good brochures etc for various medias. Email: [email protected] ideate and execute campaigns Ads output from the creative team. Exp: 3 to 5 years...... brochures etc for various medias Must be highly organized and have Location: Mumbai Post: Copy Writer Exp: 1 to 6 years. the ability to multi-task Plan and Email: [email protected] Company: Radio Mirchi Location: Hyderabad Coordinate on new projects and ...... Profile: Ability to generate out Email: sharath@firstshow.co.in sniff out project opportunities. Post: Sr. Copywriter of the box ideas roll out clean ...... Over-see day-to-day operations of Company: Thoughtrains Designs fluid evocative copy turn briefs client projects. Pvt. 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Profile: To Conceptualise and write Emai: [email protected] Profile: Strong ideation, copy for ads, brochures, websites, ...... understanding of consumer social media etc. To Brainstorm Post: Assistant Manager Sales behaviour, campaigns, content, ideas with other members of the TO ADVERTISE, CONTACT: Company: Orienta Cine Advertising powerpoint etc. Independent creative team. Abhilash Singh Pvt Ltd. owning the pitches to client driving Exp: 1 to 4 yrs. Ph: 09999989454 Profile: To identify and approach strategic presentations Having a Location: Mumbai Email: [email protected] target clients agencies Who advertise strong past record of managing Email: [email protected] Kritika Kashyap in digital media amp other leading platforms with results in important ...... (Delhi) media for business revenue Exp: 2 to 6 yrs Post: Copywriter Ph: 07838488630 generation opportunities. Location: Mumbai Company: Greyapple Advertising Email: [email protected] Exp: 4 to 5 years Email: [email protected] Services Private Limited Sumeet Chandiramani Location: Mumbai, New Delhi ...... Profile: To Conceptualise and write (Mumbai) Ph: 09820590172 Email: [email protected] Post: Digital Media Planner copy for ads, brochures, websites, Email: [email protected] ...... Company: Goldmine Advertising social media etc. To Brainstorm [email protected] Post: Senior Executive - Client Limited ideas with other members of the Relations Profile: Candidate will be creative team To view other jobs in Marketing, Company: Thoughtrains Designs responsible for lead generation, Exp: 0 to 2 yrs. Media and Advertising, log on to: Pvt. Ltd new business and creating Location: Bangalore www.jobswitch.in Profile: A quick thinker with market opportunities for online Email: [email protected] Join us on : facebook.com/jobswitch great communication skills media communication business and ......

afaqs! Reporter, February 1-15, 2015 33 3(23/(

A round up of some major people >> MOVEMENTS/APPOINTMENTS<< movements in the last fortnight MEDIA ADVERTISING he fortnight saw several movements in international level. Also, setting up alliances with he creative side Tthe media industry. CNN International, international festivals, events and exhibitions is Tof the industry appointed Sunita Rajan as head, advertising sales, something that Amonkar will look after. He will witnessed a few key APAC. She will work under Rani R Raad, chief be leading both B2B and B2C events. changes over the last commercial officer, CNN International and will He will also identify fortnight. be joining the commercial executive team. and set up new online In a major Rajan moves in from BBC Worldwide. She properties as he is development, will oversee the company’s client base across the in charge of tie-ups Ogilvy and Mather Asia Pacific region, and will lead teams across and collaboration restructured its the Hong Kong, Singapore, Tokyo, Delhi and opportunities for the management team Mumbai offices. Rajan will lead a network of group’s production and named Kunal KUNAL JESWANI representatives across Asia, and will oversee the ventures of the group. Jeswani CEO. strategy to drive advertising revenue for CNN’s Amonkar has over 20 Meanwhile, Hufrish global portfolio of multiplatform products among years of experience and Birdy was named APAC-based advertisers. will be reporting to CFO, Hephzibah She will also be part of Raad’s management Abhijit Pawar - MD, Pathak was named GULSHAN VERMA team, which guides the brand’s international Sakal Media Group. global clients director, commercial strategy. Rajan brings to the table 25 Taranjeet Singh will and Kawal Shoor years of experience and head sales for Twitter India. He will work out of was named national has previously worked the company’s Gurgaon office. Singh will look planning director. at Star Television, at increasing the commercial opportunities for The agency has also News Television Twitter in India and work closely with brands expanded its board; the (India) and BBC and agencies to maximise the value of real-time new members include SATBIR SINGH Worldwide. marketing.Singh was sales director, South Asia Kunal Jeswani, Rajiv Shailesh Amonkar, for BBC advertising. Prior to joining BBC, he Rao, Navin Talreja chief marketing officer held various positions at Outlook Publishing. and Hufrish Birdy. of Sakal Media Group, Outbrain, a content discovery platform, has Satbir Singh, managing partner and chief has been given a new promoted Gulshan Verma to the post of general creative officer, Havas Worldwide India has role - that of chief manager, SEA & India and Anthony Hearne ato quit, ending his nine-year stint, and moved to operating officer, new the post of regional director, SEA, India and New FCB Ulka as chief creative officer (CCO). business. He will SHAILESH AMONKAR Markets. Singh will be moving to Mumbai for this take over the new Verma was appointed in 2014 as country new role and will join around mid-February. responsibility from manager, Outbrain India, while Hearne was He joined EURO RSCG (later rebranded as April 1. roped in as regional director, SEA and India in Havas) in 2005 as ECD of the Delhi branch. In In his new role, August, 2012. the past, Singh has worked with Ogilvy India, Amonkar will set up a The appointments have been made in order Trikaya (now Grey), Leo Burnett, Contract, new business vertical to drive Outbrain’s expansion into other Asian Equus, Ulka, in his two-decade long career. focusing on events, markets in 2015. Meanwhile, Amitava Sinha, CEO, online properties and Hearne has spent the past 20 years serving in Rediffusion Y&R, moved on from the agency movies. The group various marketing functions across agency, client after 12 years. He will be replaced by Suman has plans for creating and publisher businesses. Verma, on the other Verma, who joins from JWT. She will be head, large properties at hand, has over 15 years of experience in the digital operations, Delhi and will report to Dhunji S. the national and TARANJEET SINGH media industry. „ Wadia, president, Rediffusion Y&R. Verma worked with JWT for 22 years. In her last role, she was vice president and executive MARKETING business director, JWT India. Digital L&K Saatchi & Saatchi has appointed nline music streaming service, Saavn has officer, Vodafone India will succeed him. Pieters, Ashith Ballal and Divyesh Swamikutty as Oappointed Mahesh Narayanan as global however, will continue to remain on the Board of creative directors. They will based in Mumbai. chief operating officer. Based in Mumbai, he Vodafone India in a non-executive capacity. In the past, Ballal has worked at O4 digital, will work towards growing and expanding the Sood joined Vodafone India’s predecessor Channel V and Radio Mirchi in past. And company’s operations, in 2015. business, Hutch and has previously worked for previously, Swamikutty has worked with Rage Narayanan has worked with Google Pepsi as well. Pieters was appointed as Vodafone Communications and D’zine Garage brands. and AdMob (acquired by Google). He also India’s MD and CEO in February, 2009. Interbrand India has appointed Ashoo led the India operations for German display MakeMyTrip has appointed Saujanya Shrivastava Advani as associate director, brand strategy. advertising company, as chief marketing Based out of Mumbai, he will work closely Sociomantic, which officer. He will be with the agency’s MD, Ashish Mishra. He joins was acquired by leading marketing from Chlorophyll where he was senior brand Dunnhumby in April, initiatives. planner. He has worked with O&M, and Lowe. 2014. Shrivastava has Leo Burnett India has appointed Rachita Marten Pieters will around two decades Dutta as business head at its Delhi office. She be stepping down as of experience and joins from Grey Sri Lanka, where she was managing director and has worked in Bharti country head since 2013. In her new role, chief executive officer AXA Life Insurance, Dutta will work closely with Samir Gangahar, of Vodafone India FutureBazaar.com, executive director, Leo Burnett, to help grow from April 1. Sunil PepsiCo’s, Citibank the agency’s revenue. She has worked with Sood, chief operating MAHESH NARAYANAN SAUJANYA SHRIVASTAVA and Cadbury India. „ Rediffusion Y&R, Lowe and Contract. „

34 afaqs! Reporter, February 1-15, 2015