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E-Commerce on Fire April 16-30, 2015 Volume 3, Issue 22 `100 E-COMMERCE ON FIRE E-commerce brands have set a scorching pace in spending on traditional 22 media platforms in the past year. 27 30 34 PLUS KYOORIUS DESIGN Melt 2015 14 CHIVAS REGAL Airport Hotspot 26 SONY KIX 28 PROFILE EVENTS INTERVIEW Regional Move Suman Srivastava Goa Fest 2015 Nadia Chauhan BARC The FCB-Ulka man is a A look at what went on and Frooti is looking to woo adult do-er, not a manager who won what. consumers. How? Ready for Release 28 Reach out to an audience that can help grow your business. To advertise, call Puneet Bali at +91 9669727000 (',725,$/ This fortnight... Volume 3, Issue 22 t is a debate that has been raging for as long as I can remember. Basically, the question is this: if you offer a great product or service online, will people beat a path EDITOR I Sreekant Khandekar April 16-30, 2015 Volume 3, Issue 22 `100 to your door – or do you need to advertise to get them? Especially in these days of social PUBLISHER E-COMMERCE media, isn’t it enough to make a great product and wait for people to tell their friends Prasanna Singh about it? Two, even if advertising does become necessary, do online players need to DEPUTY EDITOR ON FIRE advertise offline at all? Ashwini Gangal SENIOR LAYOUT ARTIST Ad spends by ecommerce players have soared in the last couple of years. From Vinay Dominic virtually nothing, their combined spend is expected to touch `1,500 crore this financial PRODUCTION EXECUTIVE year, making it one of the biggest advertising categories. Is this an essential aspect of Andrias Kisku building a long-term business or a case of ‘have money, will spend’? Paradoxically, ADVERTISING ENQUIRIES E-commerce brands have set a scorching pace in spending on traditional media platforms in the past year. Aditi Nagpal 22 online brands are increasingly spending more offline even as offline brands are growing 9999503560 27 30 34 PLUS their online spends. (0120) 4077803, 4077866 Noida KYOORIUS DESIGN Melt 2015 14 Pradeep Hegde CHIVAS REGAL There is no denying that ecommerce brands are splurging because money is Airport Hotspot 26 SONY KIX (022) 40429702-5 Regional Move 28 PROFILE EVENTS INTERVIEW pouring in. The investment community has believed since long that, in the absence of Suman Srivastava Goa Fest 2015 Nadia Chauhan BARC Mumbai The FCB-Ulka man is a A look at what went on and Frooti is looking to woo adult do-er, not a manager who won what. consumers. How? Ready for Release 28 geographical barriers, just one or two players will dominate an online business. While [email protected] the idea that the winner takes all is old, it has more believers now than ever. The MARKETING OFFICE funding and the spending reflect this creed: the days of slowly building a business are over, at least for now. B-3, First Floor, Sector-4, Noida-201301. Three other factors are in play. First, the exuberance about India’s future. In times of optimism, I have Tel: (0120) 4077800. found, the valuation tends to be a reflection of an online business’ topline (as opposed to gloomy phase when MUMBAI 501-502, Makani Center, 5th Floor, investors are more obsessed with profits). So, online shops are willing to splurge on advertising to get sales. Off Linking Road, Bandra (W), Second, a demographic trend is at play. The retail revolution began in the metros and is spreading quickly Mumbai - 400050 Tel: +91-22-40429 709 - 712 into smaller-town India. However, the expectations of people there are running even faster. Residents of these SUBSCRIPTION ENQUIRIES places can see the vast choice that online stores offer but this array is not as yet available offline to them. To Akhilesh Singh impress these potential buyers, online shops feel the need to advertise on television as well as in local print. (0120) 4077837 [email protected] There is a third reason besides. Some of the people interviewed felt that seeing an ecommerce brand Owned by Banyan Netfaqs Pvt Ltd and advertised in a traditional medium, especially print, assured first-time online buyers. That is truly the power Printed and published by Prasanna Singh, of heritage and history. 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 Sreekant Khandekar [email protected] Cover Illustration Vinay Dominic CONTENTS 29 6 IPL 2015 Festive Spin A look at IPL 8’s marketing campaign, advertiser response and sponsorship deals. INTERVIEW 10 18 12 M K Anand ERRATA Change has been in the air The Campaign Trail section since he took over at Times. in the March 16-31 2015 issue (on page 11) carried a print ad captioned, Park Avenue Beer Shampoo. No such ad was POV 16 released by JK Helene Curtis or Brand Custodians JABONG APRIL 1 its ad agency. Unapologetically You The Fooling Business The error is regretted. Brands today are looking at Editor multiple agencies as partners. Jabong’s new campaign takes Brands devise creative ways Is that good or bad? on a bolder avatar. to engage and ‘fool’ around. afaqs! Reporter, April 16-30, 2015 5 $'9(57,6,1* IPL 8 Festive Spin A look at IPL 8’s marketing campaign, advertiser response and sponsorship deals. By Prachi Srivastava he ICC World Cup 2015 has ended, but the cricket fervour is on the rise, thanks to Tthe eighth edition of the Indian Premier League (IPL), which started on April 8. Unlike last year, when IPL was aired on Sony Six (in English) and Sony Max (in Hindi), this year the broadcaster will air it on four different channels, in four different languages. While Sony Six and Sony Max will continue to telecast it in English and Hindi, respectively, the tournament will also play on Sony Kix in Telugu and Tamil Ka Pyaar’. The ad films McCann WorldGroup, is appreciative of the were aired on close to marketing campaign. “Dilon ka pyaar captures the 70 channels outside the emotional connect we have and ‘India ka Tyohaar’ MSM network, across illustrates that there is no bigger festival than this genres. which is celebrated by the entire nation.” There will be IPL screenings happening in FULL HOUSE 16 cities including Agra, ohit Gupta, president, network sales, licensing Hamirpur, Ludhiana, Rand telephony at MSM, says that IPL 8 is Surat, Udaipur, Kanpur, the best season in terms of the response from Allahabad, Bhopal, advertisers. “We had sold out all our inventories Nagpur, Coimbatore, one week before and hence it has to be the best (From L to R) Sharma, Gupta, Kishore: Festive frenzy Guntur, Warangal, season so far.” Belgavi and Indore. IPL in 2014 had a viewership of 191 million in the respective markets, and on Sony Aath in The network has partnered with Radio Mirchi people and generated ad revenue of `800 crore Bengali. for an activity called ‘IPL ki Chutti’ harping on the (Source:FICCI-KPMG Report 2015). The idea that everyone is asking for a chutti, including cumulative reach of IPL 2014, meanwhile, was THE BIG PUSH the radio jockeys, to watch the IPL matches. The 560 million. or its biggest on-air property, Multi Screen activity was carried out in the six metros. MSM has roped in 12 sponsors for IPL 8 who FMultimedia (MSM) has left no stone unturned Besides, on OOH, a cricket pitch measuring will be consuming around 50-55 per cent of the on the marketing front. Vaishali Sharma, marketing 120 feet has been placed at Mumbai and Delhi ad inventories, as the rest will be sold as spot buys. and communications head - Sony Max and Max2, airports. There is a countdown timer lit up by LED “We have had an overall increase of 15 per cent in says that, this year, it was critical for the network to lights placed at Juhu Chowpatty (Mumbai). At the the ad rates,” Gupta reveals. build excitement around the tournament. onset of the match, there were live firecrackers. At As per industry sources, the co-sponsors have The channel rolled out its television campaign Juhu, near Hotel Tulip Star, there is a hoarding shelled out `60-70 crore for this season, and in phases. “There was the World Cup this year, with the heart mnemonic with a projection of associate sponsors have spent between `25 and and we had to be very conscious of the fact that pictures within, as well as a photo booth under it 35 crore. The network had started charging `4.75 there will be lot of cricket.” where couples can get their photos clicked. These lakh to 5 lakh for a 10-second spot, but the deals Conceptualised and created by DDB Mudra, were projected on the hoarding (only on April 8). towards the end have been sealed for `5.5 lakh the first set of commercials were short prequels Besides, a powerful projection van, while driving (spot buys). Pepsi, which continues to be the title that set up the whole premise and idea that come slowly around Mumbai, is projecting the ‘India Ka sponsor, had struck a deal for `400-450 crore for every summer, in April, all viewers know it’s time Tyohaar’ on building walls. five years. for IPL which is ‘India Ka Tyohaar’. A couple of A two-week outdoor activation plan has been The sponsors for IPL 8 include Amazon.in, days later, the network released an anthem that set for Mumbai, Delhi, Kolkata and Chennai.
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