How Television Content Is Changing Language to Cross Borders Seamlessly
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August 16-31, 2015 Volume 4, Issue 6 `100 18 How television content is changing language to cross borders seamlessly. 28 4 26 PLUS IAMAI Talking their Language 10 VIRAL NOW Conscience Call 10 MAX 2 22 INTERVIEW KELLOGG INTERVIEW Settling Down ManmeetM Vohra HealthH lth and Wealth Kunal Jeswani IBN7 Tata Starbucks and the new- Even dreamers can make a Ogilvy India’s CEO’s age consumer. healthy start to the day. toughness level is different. Primetime Makeover 22 (',725,$/ This fortnight... Volume 4, Issue 6 EDITOR his Independence Day, we bring you a Cover Story that celebrates one of the most Sreekant Khandekar frequently mentioned positives of our nation – its diversity, and unity therein. In T PUBLISHER August 16-31, 2015 Volume 4, Issue 6 `100 India, over 700 languages are spoken and for every 100 kilometers one traverses, the Prasanna Singh 18 dialect changes. DEPUTY EDITOR Ashwini Gangal Now, look through the media and entertainment lens. The market is as splendidly SENIOR LAYOUT ARTIST varied as the country. And dubbing affords cross-pollination of content across state Vinay Dominic borders. PRODUCTION EXECUTIVE And here’s the best part – this is perhaps the most effective example to illustrate what Andrias Kisku ADVERTISING ENQUIRIES experts in the media industry mean when they make clichéd statements like ‘content is Aditi Nagpal king’, in seminars. If the content is good, it doesn’t matter which region it was originally 99995 03560 (M); 0120-4077803 (O) How television content is changing language to cross borders seamlessly. produced in. Shubham Garg 28 4 26 PLUS 81301 66777 (M); 0120-4077819 (O) IAMAI Take for instance Baahubali, a film that has grossed over `500 crore at the box Noida Talking their Language 10 VIRAL NOW Conscience Call 10 office, in a matter of weeks. Few minutes into the film, it stops mattering that the actors Pradeep Hegde MAX 2 Settling Down 22 INTERVIEW KELLOGG INTERVIEW (022) 40429702-5 ManmeetM Vohra HealthHHlh lth and Wealth Kunal Jeswani IBN7 Tata Starbucks and the new- Even dreamers can make a Ogilvy India’s CEO’s are moving their lips to Telugu, while one hears the dialogues in Hindi. It’s a bit like age consumer. healthy start to the day. toughness level is different. Primetime Makeover 22 Mumbai how, a few pages into the first book, the realist stops noticing that the characters in JK [email protected] Rowling’s bestselling Harry Potter series are flying around on broomsticks. MARKETING OFFICE It’s fascinating that language, something that helps us Indians forge instance and deep connections with one B-3, First Floor, Sector-4, Noida-201301. another, and discriminate against one another as well, is a mere surface level factor in the context of entertainment. Tel: (0120) 4077800. Our Cover Story looks at how content birthed in one geography works across alien markets, and the MUMBAI challenges involved in the process of re-packaging it. While for the most part, the ‘transportation’ is easy, there 501-502, Makani Center, 5th Floor, Off Linking Road, Bandra (W), are exceptions. In some states like Kerala, and to a more severe degree, Karnataka, content that is dubbed is not Mumbai - 400050 encouraged; it poses a threat to local talent, goes the argument. Tel: +91-22-40429 709 - 712 SUBSCRIPTION ENQUIRIES Thankfully, at a macro level, India, unlike many a nation, is wonderfully receptive to overseas content and Akhilesh Singh has no rules per se about dubbing it into local tongues. This has a lot to do with the fact that our local media and (0120) 4077837 [email protected] entertainment industry is a thriving one. The business is not threatened by Hollywood. Owned by Banyan Netfaqs Pvt Ltd and Happy 69th. Printed and published by Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063. Printed at Cirrus Graphics Private Limited B-61, Sector 67, Noida (U.P.), 201301 Ashwini Gangal Cover Illustration [email protected] Vinay Dominic CONTENTS 27 8 YOODLEY VS PAPERBOAT The Imitation Game Dabur’s new ready-to-drink range Hajmola Yoodley is set to go head to head with Paperboat MAXUS WHITEPAPER 14 6 25 Monaz Todywala What the future holds for fashion and technology. POINTS OF VIEW 24 Taxi Services and Cars BMW INDIA MEGLOW STAR PLUS Will the likes of Uber and Local Drive Fair Play - or Not? Real Time Engagement Ola hurt car sales in the The Make in India campaign Is its latest communication Engage with followers on country? beckons and BMW is game. actually breaking stereotypes. Twitter, the Periscope style. afaqs! Reporter, August 16-31, 2015 3 $'9(57,6,1* KELLOGG INDIA Health is Wealth Kellogg’s campaign for its brand, Kellogg’s Cornflakes, urges the dreamer in every Indian to make a healthy start to the day. By Ashee Sharma f the modern list of breakfast options, close to 75 per A HEALTHY START TO THE DAY Ocent people across cities perceive cereals to be good for kids BREAKFAST ATTITUDES and adults, informs a Kellogg’s study PERCENTAGE OF RESPONDENTS on ‘breakfast habits of Indians’. So WHO AGREE far, so good for Kellogg’s ‘Anaaj ka Breakfast should be light 84 Naashta’; but the revelation that only Breakfast should be home-cooked 91 3 per cent of the respondents regard Fruits add to the health quotient of breakfast 79 breakfast as essential and most prefer Heavy breakfast makes me feel lethargic 61 it home-cooked, throws a spanner in A breakfast that fills the stomach is a healthy 57, dominated by Delhi (71) the works for the cereal brand. breakfast Adding to the challenge are It is alright for children to skip breakfast if they 20 have a packed mid-morning snack at school the multiple breakfast brands like MTR, Quaker and even fruit juices ATTITUDES OF BREAKFAST SKIPPERS like Tropicana, which claim to be VS BREAKFAST EATERS ‘complete morning meals’. BREAKFAST SKIPPERS BREAKFAST EATERS To break the clutter, Kellogg has (PERCENTAGE) (PERCENTAGE) task. So, has the ready-to-eat cereal launched an ad campaign, ‘Bade Sapno I should eat breakfast whether I am 57 73 brand made the correct move, the ki Sahi Shuruat’ for its masterbrand, hungry or not ‘sahi shuruat’ to achieving its aim? Kellogg’s Cornflakes. Executed by It is alright to skip breakfast once in 72 58 Spandan Mishra, head- strategic a while (once or twice a week), if you JWT, the campaign features Saina can manage till lunch time planning, Rediffusion Y&R, says Nehwal and is based on the insight Breakfast should be a complete meal 29 37 that although the ad scores well on that the aspirational Indian dreams like lunch or dinner execution, the juxtaposition of big big, but unfortunately ignores the It is alright to skip breakfast everyday 26 13 dreams with the brand is owned by importance of starting right. This if you can manage till lunch time the likes of Honda and Idea. is also reflected in his/her breakfast Note: (a cross sectional study conducted in Mumbai, Delhi, Kolkata and Chennai with a sample size of 3600 subjects split Mishra also finds the connect habits. across age groups of 8 to 40 plus years) Source: Kellogg India. Study conducted by Nirmala Niketan, Mumbai. between the cereal and Saina Harpreet Singh Tibb, director, Nehwal’s accomplishments “a classic marketing, Kellogg India, says, “With and healthy start to the day. advertising stretch.” He, however, this campaign, we aim to educate Speaking about the TG, Tibb adds that such intangible claims are everyone that a solid, nutritious, informs that the campaign addresses the best way forward in these ‘testing grain-based start to the day is the way all families that have big dreams times’, when the demolition of a forward and the first step to making and are looking at taking the first 32-year-old power brand in just 10 one’s dream come true. We wish to step to kick-start their journey. days has changed the processed food convert dreamers into achievers.” The TVC, being aired on national category, fundamentally. The TVC shows instances such as and regional GECs, news and kids “Post Maggi, Kellogg isn’t even a hardworking gentleman who aims channels, is part of a larger campaign calling out its product name in the to become the CEO, but is barking which will run across print, digital ad! By substituting ‘cornflakes’ with up the wrong tree. He starts his day (#FeedingDreams on Twitter, ‘anaaj ka naashta’, the company with just a cup of tea, and with all YouTube and Saavn), radio and is acknowledging that it does not the workload, is drained of energy at outdoor (taxi branding and tie-up want its core TG - mothers and the end of the day. The second part with radio cabs for sampling) media. DINK (Double Income No Kids) of the commercial features a young Impact properties include ‘Jhalak Tibb: starting right homemakers - to see cornflakes with aspiring astronaut, who also begins Dikhla Jaa’ and ‘The Anupam Kher the same lens as noodles,” he infers. his day on incomplete nutrition with Show’ on Colors, ‘Dance Plus’ and Flakes, Kellogg’s Muesli (available in In his opinion, even the time- just a glass of milk. In the next part, three prime time shows on Star Plus four variants) and Kellogg’s Oat-bites tested benefit of ‘packed with iron Saina Nehwal is seen sharing her and Zee’s ‘Baba Amte’. are designed for health conscious and nutrients’ will come across as success and fitness mantra - a right Kellogg is one of the world’s consumers.