December 1-15, 2014 Volume 3, Issue 13 `100 E-COMMERCE PAIRING OFF Why do marketers give e-commerce platforms exclusive rights to sell their products? 20 24 28 6 PLUS GOAFEST 2015 The Fest is Back 6 HANDLOOM PICTURE COMPANY Pause For Peace 10 GODREJ EZEE 26 DEFINING MOMENTS INTERVIEW JIYO PARSI A Warm Winter Kartik Sharma Pallavi Singh Parsi Progeny INDIAMART The Maxus Asia MD goes How Harley-Davidson found A campaign that urges Parsis candid on his career. its core market in India. to have babies. Going Mass 27 (',725,$/ This fortnight... Volume 3, Issue 13 uman nature is a funny thing. At one level, we want to belong to a group EDITOR Hand be like the others. And yet, we want to simultaneously stand out and be Sreekant Khandekar December 1-15, 2014 Volume 3, Issue 13 `100 someone special. That’s where ‘exclusivity’ comes in. PUBLISHER E-COMMERCE Prasanna Singh PAIRING OFF Having figured this out, marketers are happy to slap ‘Exclusive’ on the most Why do marketers give e-commerce platforms DEPUTY EDITOR exclusive rights to sell their products? inclusive of situations – basically, on pretty much anything. The burden for making Ashwini Gangal the word entirely non-exclusive lies, above all, with the television business. In India SENIOR LAYOUT ARTIST it is believed that unless the descriptor is flung at every other news item, a channel Vinay Dominic is not doing its job. Even reworded press releases now qualify. PRODUCTION EXECUTIVE Andrias Kisku A distant second is the real estate business. Nothing is worth buying unless it ADVERTISING ENQUIRIES is – you guessed it – ‘Exclusive’. So, flat upon flat, in large and empty, featureless Naveen Arora 20 (0120) 4077803, 4077866 suburban blocks are trumpeted as being rare and Exclusive. The only way one Noida 24 28 6 PLUS GOAFEST 2015 can defend use of the word is by arguing that since a family will buy one flat, that The Fest is Back 6 Pradeep Hegde HANDLOOM PICTURE COMPANY Pause For Peace 10 (022) 40429702-5 GODREJ EZEE particular flat is surely exclusive to that family. I have wracked my brain and can’t A Warm Winter 26 DEFINING MOMENTS INTERVIEW JIYO PARSI Mumbai Kartik Sharma Pallavi Singh Parsi Progeny INDIAMART The Maxus Asia MD goes How Harley-Davidson found A campaign that urges Parsis candid on his career. its core market in India. to have babies. Going Mass 27 offer a better explanation. [email protected] Now, the word is about to be rescued from eternal disrepute thanks entirely to MARKETING OFFICE e-commerce portals. There has been a rash of deals in 2014 which can rightly be B-3, First Floor, Sector-4, Noida-201301. called Exclusive. When even a soft drink (Coke Zero) and a burger (Burger King) tie up with online players, Tel: (0120) 4077800. you know it is a big trend. MUMBAI 501-502, Makani Center, 5th Floor, Just as brands are trying to stand out, e-commerce sites want to be in the news in a relevant way. A unique Off Linking Road, Bandra (W), brand tie-up is just the thing to draw a consumer’s attention – and if the brand or the product is seriously hot, it Mumbai - 400050 Tel: +91-22-40429 709 - 712 might even tempt first-timers to the portal. SUBSCRIPTION ENQUIRIES An online tie-up is especially tempting for brands which are not strong on ground distribution. Besides, Akhilesh Singh (0120) 4077837 there have been a couple of stupendous successes online. The most striking, Motorola: it has become a major [email protected] smartphone player in India by selling a claimed 3 million handsets on Flipkart alone. Owned by Banyan Netfaqs Pvt Ltd and The question now is how far into other product categories this tie-up game can expand – and whether the Printed and published by Prasanna Singh, fundamental logic will survive the initial excitement. Lastly, it will be worth watching how marketers manage at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, to soothe the ruffled feathers of the traditional distribution network. New Delhi-110 063. Printed at Cirrus Graphics Private Limited B-61, Sector 67, Noida (U.P.), 201301 Sreekant Khandekar Cover Illustration [email protected] Vinay Dominic CONTENTS 8 26 22 TOI-HE DEO Smell of ‘HE’ MTV ROADIES When The Times of India was turned into a A New Jury fragrant newspaper. Raghu-Rajiv part ways with the show. AMAZON KINDLE PLUS The Face URZZA Model Varun Mitra on being the face of various brands. Beyond 140 8 CAMPAIGN TRAIL SONY PIX 22 14 25 A School of BONDing FOODPANDA BRITISH AIRWAYS New Ads 12 The Bond Franchise makes The Food Police Welcoming Expats MOVEMENTS its way to TV Screens on the The online food ordering An emotional take on English movie channel. platform goes mass. expatriates returning home. People Movements 30 afaqs! Reporter, December 1-15, 2014 5 $'9(57,6,1* JIYO PARSI All For Parsi Progeny In a recently released print campaign, Sam Balsara’s Madison BMB humorously urges Parsis to get married and have children. By Sohini Sen hile India’s population grows expo- nentially, the numerical strength of the WParsi community dwindles. To arrest this decline, Parzor Foundation, with a little help from Bombay Parsi Panchayat and the Ministry of Minority Affairs, has come up with a print campaign that, quite simply, urges Parsis to get married and have children. Parzor Foundation is a ago, around 1,000 Parsis used to live. But now they Delhi-based NGO that works towards preserving are just deserted villages. The whole point of the Zoroastrian heritage. Madison BMB is the crea- campaign is not about marriage; instead, it is about tive agency behind this humour-laden effort, titled having more children, because that can keep the ‘Jiyo Parsi’. population stable.” This campaign attributes the dwindling num- At present, the campaign is running across Parsi bers of the Parsi community to four main factors, publications. With the help of the DAVP Ministry which are, an increasing preference for staying of Minority Affairs, it may get extended to main- single, for marrying late, and for having only one “Instead of line print media in the days to come. child, and, of course, to infertility. While the cam- While the issue, it is based on, is a serious one, paign speaks about each of these reasons, it focuses making it just the campaign itself is humorous, even satirical on in-vitro fertilisation (IVF) for which the gov- about IVF, we at times, staying true to the famed ‘Parsi nature’. ernment is offering financial help to members of focussed on the According to Raj Nair, chief creative officer, the community, under the Jiyo Parsi scheme. Madison BMB, the idea behind the creative was “The Parsi community in India has gone from declining Parsi simple - leverage the “Parsi sense of humour” to 1,14,000 people in 1941 to just 61,000 people in population.” address the problem at hand. 2001. And more disturbingly, for every 800 deaths SAM BALSARA there are only 200 births in the community. We FOTOCORP TICKLED? thought, instead of making it just about IVF, we ays Swapan Seth, CEO, Equus Red Cell, a should talk about the entire issue, about the way SWPP-owned advertising agency, “I think it the entire Parsi population is on the decline,” “The idea was is based on fundamental insights into the com- explains Sam Balsara, chairperson and managing to leverage the munity. That is what makes it incredibly real and director, Madison World. Parsi sense of effective. It is laced with self-deprecating humour. Just to put this into perspective, recall that Overall, a glorious effort.” India’s population reached a billion in 2001 and humour and Partho Sinha, creative head, DigitasLBi, Publicis is likely to surpass that of China by 2025. “While address the Groupe-owned digital marketing and technology doing our research,” explains Shernaz Cama, agency, feels the use of condoms should not have director of the UNESCO Parzor Project, “we problem.” been discouraged by this campaign. came across some places where, hundred years RAJ NAIR [email protected] FOTOCORP GOAFEST 2015 The Fest is Back Nakul Chopra will chair the fest while Pratap Bose will chair the Awards Governing Council. News Bureau he dates for Goafest 2015 has been South Asia and vice president of The Advertising announced by the Goafest Committee. In Agencies Association of India (AAAI) will be Tits 10th edition, the definitive awards for the chairman of Goafest 2015 and Pratap Bose, Chopra (L) and Bose: responsibilities India’s creative industry, will be held on April 9, president of The Advertising Club will be the Promo Activation and PR. JWT clearly ruled the 10 and 11, 2015. chairman of the Awards Governing Council. creative Abbys this year, with 40 metals - including The venue for the event once again will be Goafest, which was held in late May this year, one Grand Prix and 5 golds. Taproot won 29 Grand Hyatt, Bambolim and the Abbys will be was designed around the theme ‘Brand, Baaja, metals while Digital Law & Kenneth and Alok given out on all three days. The Committee has Baaraat’ for its 9th edition. More importantly, two Nanda & Company bagged a Grand Prix each. also announced that Nakul Chopra, CE0, Publicis new categories were introduced in the Abbys - [email protected] 6 afaqs! Reporter, December 1-15, 2014 $'9(57,6,1* AMAZON KINDLE URZZA The Face Beyond 140 Varun Mitra speaks on his The brand has managed to acting career and his experience generate the longest tweet shooting for Amazon Kindle’s ever.