September 16-30, 2012 Volume 1, Issue 9 `100 34 40

DEFINING MOMENTS Anooj Kapoor Sab TV’s man in the middle traces his career. 28

HINDI GECS Lording it Over How Mahadev is pushing its way up the charts. 36

PROFILE Subscriber copy not for resale Debashish Paul The number cruncher- turned-ideas creator.

NETWORK 18 Tag and Touch 12 CENTURYPLY Back with a Spring 18 KBC Why brands switch tracks and Going All Out 52 look at attracting an entirely new 101 MARKETS set of consumers. India Beyond Metros 54

EDITORIAL

This fortnight... Volume 1, Issue 9 EDITOR Sreekant Khandekar brand is always ambitious. It’s always eager to grow - be it through newer PUBLISHER A markets, newer territory or newer audience. Prasanna Singh September 16-30, 2012 Volume 1, Issue 9 `100 EXECUTIVE EDITOR 34 40 However, even the most well-thought-out strategies can come unstuck. One is Prajjal Saha always a step away from success till the consumer takes the final call. In the end, SENIOR LAYOUT ARTIST Vinay Dominic DEFINING MOMENTS the function of marketing is a gamble. Anooj Kapoor Sab TV’s man in the middle traces his career. 28 PRODUCTION EXECUTIVE If there are several success stories, examples of failures could be many and reason Andrias Kisku are varied. In the 1950s, Chrysler for instance, launched a new brand of car, La ADVERTISING ENQUIRIES

HINDI GECS Lording it Over Femme, especially for women. The new car used colours like pink and purple Rahul Puri, (0120) 4077833, 4077866 How Mahadev is pushing its way up the charts. Noida 36 hoping it would fancy the female buyers. However, it was futile since the car did Arunima Bhattacharya, (022) 40429702-5 not find any buyers. Women buyers did not like the male perception of femininity. Mumbai

PROFILE Debashish Paul They found the entire exercise a crude attempt of seeking their attention instead of The number cruncher- turned-ideas creator. [email protected]

NETWORK 18 Tag and Touch 12 patronising them. Maruti tried a Chrysler with the Zen Estilo in the recent past CENTURYPLY Back with a Spring 18 MARKETING OFFICE KBC Why brands switch tracks and Going All Out 52 after replacing the Zen, a runaway success. Estilo did not create the waves it was look at attracting an entirely new B-3, First Floor, Sector-4, Noida-201301. 101 MARKETS set of consumers. India Beyond Metros 54 expected to. Tel: (0120) 4077800. MUMBAI Often, the trick is to place the brand in the most appropriate ‘need’ context for 501-502, Makani Center, 5th Floor, Off Linking Road, Bandra (W), the consumer. Once the universal need is correctly identified, the further exploration Mumbai - 400050 of the same is relatively easy. Maggi, for instance cultivated it well. It identified the Tel: +91-22-40429 709 - 712 need to conveniently satiate hunger pangs at odd hours with a freshly made tasty BENGALURU S-1, New Bridge Corporate Centre, bowl of noodles across age groups, not just children. However, it failed - miserably 777 D, 100 ft Road, Indira Nagar, - to strike the right chord with its Macaroni variant, though the purpose was the Bengaluru - 560038, India same. Hunger. SUBSCRIPTION ENQUIRIES Akhilesh Singh, (0120) 4077837 This issue looks at several brands which have been successful in expanding their [email protected]

consumer base, a few who have not been so successful and explores the rules of the Owned by Banyan Netfaqs Pvt Ltd and tricky game. 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-62/14, Naraina Industrial Area, Phase II, New Delhi – 110028. Prajjal Saha Cover Illustration [email protected] Gogol CONTENTS 56 59 PLUS

FLIPKART POGO Learning the Art Growing Real 20 How to defend SAB TV yourself. Pogo uses Chhota Bheem to More to Laugh About 30 demonstrate. EMVIES 2012 Just Rewards 42 INTERVIEW 16 22 Not Confused at All DEL MONTE McDonald’s Marlena Peleo- Saucy Stuff 57 Lazar and Matt Biespiel. 24 BACARDI POV Weekend Fun is Back 58 Naming Convention DHARA BCCI-SAHARA-ASCI Are serial makers running A New Spin Silent Spectator MTS short on ideas when it comes The oil brand has abandoned How an ad went off air Keeping in Touch 59 to titles for shows? its ‘purity’ plank. without ASCI’s intervention.

afaqs! Reporter, September 16-30, 2012 3 SALGAOCAR FOOTBALL CLUB 1(:6%8//(7,1 $1HZ,GHQWLW\ Sponsored by

ith more sports besides cricket club, past and current players, man- Wgaining ground in India, foot- agement and the coach and found ball, which has long been one of the that the sense of ownership and pride more popular sports in the country, is unparalleled and that aspect is has witnessed increased attention. In important to capture in the new Steelbird> The helmet manufacturer plans to open a chain of 200 stores across India in next one year under the such a situation, Indian football clubs identity,” says Ram Gudipati, man- ‘Steelbird Riderz Shop’ brand. At first it plans to open its too are feeling the need to showcase aging director, Brand Harvest. first 10 stores in Delhi, which will be followed by opening themselves in the public eye. On the club’s new logo, he says, more stories in cities like Mumbai, Chandigarh, Jaipur and Salgaocar Football “The crest form, a Lucknow. The Steelbird Riderz Shop would sell all kinds of Club, one of the coun- symbol of glory, has riding equipment including helmets, gloves, jackets, rain- try’s oldest football been chosen as a basis coats, sling bags and knee protectors. clubs, has partnered design within which with Brand Harvest to we felt it was impor- revamp its positioning tant to showcase some and identity. of the key associations Johnson Kitchens> The modular kitchen Formed in 1956 in like mining tools (the brand plans to add 25 more retail stores Goa and owned by the foundation of the to its present 39 stores by the end of this fiscal. The company is betting big on South VM Salgaocar Group sponsor), conch (a India for its retail expansion as more than of Companies, the symbol for new hope 50 per cent of new stores would be set up in club’s new identity is and auspicious begin- MARKETING South India with 14 stores in Tamil Nadu. designed keeping in nings) and the ribbon mind its legacy. with fire indicating The agency consid- pride and passion.” ered factors such as an According to Elaine The fully-owned Daikin Air-conditioning India> The company which upsurge in the number Colaco, market- subsidiary of is on an expansion spree plans to further penetrate into of international play- ing head, Salgaocar the tier II and III markets such as Indore, Bhopal, Ujjain, Daikin Industries Bhubaneshwar, Jaipur, Patna, Ludhiana, Jalandhar, Amritsar, ers playing for Indian Football Club, the of Japan, is aim- football clubs, the identity of the club Lucknow, Vizag and Kochi, apart from introducing highly effi- cient air-conditioners. Furthermore, it will expand its national increasing popularity needed to undergo ing to up revenue Old and new logo dealership network to 2,000 from the of the game in India, a change; more so to `2,000 crore. current of 1,000 plus and develop 100 the clubs representing Formed in 1956 because the club is exclusive solution plazas across the at international forums no longer a corpo- country in the coming months. and the increase in fan in Goa and rate division of VM support. owned by the VM Salgaocar & Bro Pvt Brand Harvest was Ltd but a separate legal briefed to bring alive Salgaocar Group entity. Hindustan Unilever> The FMCG giant is planning to the passion and depict of Companies, the “The name has been foray into the hair-oil market by extending its Dove brand. the true stature of the changed to Salgaocar The company is planning to launch Dove hair-oil at a price club. club’s new iden- Football Club as point ranging `180-200 for a 100 ml bottle. This would make The agency initiated tity is designed football is the focus of it a super-premium brand, costlier than rival brands such as a launch communica- keeping in mind SFC and this should be Marico’s Parachute Scalp Therapie and Bajaj Almond Drops. tion that said, ‘It takes brought out adequate- The move comes six years after the country’s top consumer 54 years of passion for its legacy. ly in the name. To take products maker exited the hair-oil segment by selling its the sport to become this forward, we have brand Nihar to Marico for `240 crore. a symbol of glory’. The position- reshaped our identity through our ing was summarised with the new logo and anthem. However, tag line - More than a game, it’s our although we continue to innovate The company has Woodland>Aero Group which owns Woodland footwear and passion. and develop, our traditions, values plans to set up apparel brand will be investing over `100 crore on the opening “We have conducted in-depth and commitment to football and Goa of 65 new outlets as it is aiming for 25 per cent growth in its research among die hard fans of the remain the same,” Colaco says. a new footwear turnover in the current fiscal. About 60 per facility at Baddi cent of new stores will be opened in metro in Himachal cities while remaining will be in tier-II and Pradesh. other cities. The company currently has 350 QUOTE OF THE FORTNIGHT outlets of Woodland brand across India. ‘‘With some softening, there will be some impact on Skoda> The Czech carmaker is all set to reposition processed foods. Companies its hatchback Fabia with higher localisation and lower cost of ownership as part of a plan to garner 4 per cent will have to either go for more share in the Indian car market in five years. Skoda plans product innovations to attract to introduce the new Fabia in 2-3 years. It is expected to new customers in the segment make or source 80-90 per cent of its parts in the country. At present, the localised content in Fabia is about 50 per or circumvent price hikes.’’ cent. The company claims that the new Fabia will be very SAUGATA GUPTA, CHIEF EXECUTIVE, MARICO, ON INDIANS SPENDING competitively priced and it expects to sell 75,000-1,00,000 LESS ON NON-ESSENTIAL FOOD ITEMS IN THE ECONOMIC TIMES. units a year.

4 afaqs! Reporter, September 16-30, 2012

RISHTEY 1(:6%8//(7,1 $QRWKHU*(& Sponsored by iacom18, the parent network cast content from its news channels of Colors, one of the top such as CNN-IBN, CNBC-TV18 VHindi GECs, has announced and regional shows from its recently that it will launch another Hindi acquired Eenadu network. GEC in the UK. The free to air Shows such as Jai Shree Krishna NDTV Good Times> Launched in September, 2007, channel, Rishtey, will be the first (telecast on Colors during launch) the flagship channel of NDTV Lifestyle, part of the NDTV launch under the newly formed dis- and Kurukshetra will be telecast on Group completes five years. Taking the celebrations to the tribution network, IndiaCast, while Rishtey. Along with Rishtey, the new audiences, the channel announced the launching of new it will be the seventh entertainment singing reality show will be simulcast shows in the coming months. While the second season of the channel of the network as a whole, on Sahara One and Colors. popular food show Vicky Goes Veg and the new season of along with MTV, Nickelodeon, Vh1, Interestingly, though, the content Aditya Bal’s Chakh Le series are scheduled for September, MEDIA Colors, Sonic and Comedy Central. of the channel will be quite similar to October will see The Kingfisher Calendar Hunt back in its The second GEC from the Colors, which is already available in fourth season, hotter than ever before. Viacom18 banner was launched in the UK market as a pay channel. The the UK on September 3. It is learnt network chooses to call the channel a that the network had bought over ‘variety entertainment channel’ with Affle>The company partners with Yahoo! for mobile the Sky digital channel 831, after ‘hybrid programming’. advertising in India. With this deal, Digital media company Imagine Dil Se went off Initially, the chan- Affle will sell Yahoo! India’s mobile advertising inventory air in the UK a few nel will show repeat Through this, across feature phones, smartphones and tablets. Through weeks ago. content. Apparently, it Affle further this partnership, Affle further strengthens its leadership In an official com- was mandatory for the position in the mobile advertising market. With the help of its muniqué, Sudhanshu network to launch the strengthens its deep expertise in digital domain on both, the platform side via Vats, group CEO, channel within a stipu- position in the ‘Ripple’ (launched in August, 2012) and the Digital Advertising Viacom18, says, “While lated time period, or mobile advertis- Solutions group, will help advertisers to drive impactful we have a horizontal The network risk losing the EPG ing market. advertising campaigns on the Yahoo! network in India. presence across tel- had bought the slot as per Sky’s terms evision entertainment, and conditions. with the launch of Sky digital Some media experts Jhalak Dikhla Jaa>Dance reality show Jhalak Dikhla Jaa Rishtey, we now begin channel 831, suggest that this may has come up with an online game that encourages everyone the phase of strength- be an attempt to fol- to put on their dancing shoes and start dancing online. The ening our presence in after Imagine Dil low a strategy similar online game can be played on both mobile and internet each vertical.” Se went off air. to that of STAR Utsav, browsers. It comprises unique features that let the user Raj Nayak, CEO, which is an FTA that choose a professional dancer, create a customised dance Colors, says that the airs repeat telecasts of routine along with tutorial to learn different dance forms like network is confident about the new Star Plus’ shows. However, launch- Samba, Jive and Tango. It is designed by BBC Worldwide channel, on the back of the content ing the channel in the UK seems to Productions India. of the Viacom18 Group. be a strange move. It is possible that Gaurav Gandhi, COO, IndiaCast this is an attempt by the network to says that the channel will cater to a sample the content on a wider audi- Times Internet>The internet company has launched wider audience base, being an FTA. ence base and using an FTA channel an e-commerce vertical, Satvikshop, as a part of It is learnt that Rishtey may share is a better option than converting the IndiatimesShopping, in a bid to offer consumers a collection content with its sibling channel flagship pay channel to a FTA. of organic and ayurvedic solutions and products from reputed Colors for the latter’s simulcast- A media planner says that the con- brands. The website will offer free consultation by a panel worthy shows, new offerings and tent strategy definitely decreases the of experts, who will advise consumers on treatments for various ailments. Consumers can post their questions online Hindi movies. It was also learnt spends on the content by 75 per cent, and receive answers from the experts. A call centre to guide that it will primarily be used as a as this kind of content would not cost consumers on a 24X7 basis has been set up for this purpose. free window to promote premium more than a quarter of what original properties from Colors. Though the programming would. channel has refused to comment on The branding of Rishtey is similar any aspect of programming, market to Colors, with the corporate multi- Media Research Users’ Council>The Indian Readership sources reveal that it may broad- coloured petal and a similar font. Survey contract has been awarded to The Nielsen Company, on the recommendation of the Readership Studies Council of India. The formal award of contract will follow a process QUOTE OF THE FORTNIGHT of legal due diligence. Earlier, Hansa Research handled the IRS mandate. With a sample size of more than 2,50,000 households across India, IRS is the largest continuous study ‘‘Advertisers are using Marathi of the world. channels to build associations and engage with consumers in It will help build Digitas India>Digitas India has introduced an integrated a language and culture which e-commerce sites e-commerce solution for brands seeking to launch and they are most comfortable and maintain a professional and effective retail presence on the and customise and internet. The tool will help build e-commerce sites as well familiar with.’’ integrate existing as customise and integrate existing ones with real time

MONA JAIN, CEO, VIVAKI EXCHANGE ON THE SUCCESS OF MARATHI ones with real inventory updates from multiple warehouses, contract centre GECS IN BUSINESS STANDARD. time updates. system, multi dimension coupon system, and multi-mode payment gateway with cash on delivery/EMI options, among other capabilities.

6 afaqs! Reporter, September 16-30, 2012

ASCI 1(:6%8//(7,1 %H$OHUW Sponsored by ut of 38 ads that were users of the product have the world’s the target of complaints, best hair. The complaint stated that OASCI’s CCC (Consumer the quality of hair does not depend Complaints Council) has upheld on only hair oil and more evidence objections against 25 in June. was needed to support the superla- DDB Mudra Group> The Delhi branch of the group The Cadbury chocolates tive claim. The CCC concluded the has won the creative duties for Carrier Midea India’s home TVC breached the Maharashtra claim is misleading and upheld the appliance brand, Midea. The agency won the business Prohibition of Ragging Act, 1999. complaint against the ad. following a multi-agency pitch, based on its strategic inputs The CCC concluded that the ad con- For an ad of Luminous Battery/ and the positioning created for the brand, Midea. As per travened Chapter III.4 of the Code. Inverter, according to the complain- the mandate the agency’s main focus will be on strategic planning apart from creating campaigns for both above-the- In light of the complaint received, ant, the TVC claims that “Luminous line (ATL) and below-the-line (BTL). Carrier Midea India is a Cadbury developed a condensed ver- Batteries give more backup when joint venture between Carrier Corporation and GD Midea. sion of the TVC and removed the compared with other batteries”. Due line “Meri Mummy kehti hai ragging to the absence of supporting scientif- se dosti badhti hai”. ic proof, the ad was found to violate Warc Asia 2012 has seen the highest The complaint against Kwality Chapter I.1 of the Code. Nine out of the Warc Asia 2012> total 32 shortlists number of entries from India compared to any other market. Walls Selection states that the Videocon Air Conditioner’s Nine out of the total 32 shortlists are from Indian brands print ad claimed its are from India, and agencies, followed by Singapore with seven shortlists product’s Vita Air followed by and China with six shortlists. Matching the previous year’s technology releases Singapore (7) analysis, India has again gathered a large share in the Vitamin C in the air and China (6). shortlists. Out of the total 25 shortlists in 2011, 12 were that boosts immunity, Indian entries. 32 case studies have been shortlisted out of

ADVERTISING the ioniser in the AC the total 160 entries submitted in June for the Warc Prize for brand’s adverto- The regulatory improves room fresh- Asian Strategy 2012. rial mentions Kwality body received ness, anti-bacterial filter Walls Strawberry and complaints eliminates bacteria, fil- Cheesecake as being ters dust particles and Vedanta> Diversified natural resources major The an ice cream, when against ads in a Gold Fin Evaporator Vedanta Group has initiated a creative pitch in Mumbai. in reality it is a fro- the education, prevents formation of The hunt is specifically for an agency that can handle the zen dessert. Thus, the bacteria, fungus and creative mandate for brand Sesa Sterlite. So far, one round advertorial was found healthcare, bad odour. The claims of presentations has already taken place, in which three to be misleading and FMCG and food were not substanti- prominent ad agencies have participated. More creative and contravening Chapter ated with technical strategy-led rounds are likely to follow. Earlier this year, I.4 of the Code. and beverages comparative data and Ogilvy India created a corporate brand-cum-CSR campaign In the case of Amul categories. contravened Chapter for Vedanta titled ‘Creating Happiness’. Ice Cream, it was I.1 of the Code. The found that a leaflet of the brand claim was made on the basis of MIS, showed a Kwality Walls cup to depict an un-recognised source, and not on >> ACCOUNT MOVEMENT Frozen Desserts. According to the the basis of Average Issue Readership complainant, the communication is (AIR). The complaint was upheld. > Starcom MediaVest has bagged the media duties for tantamount to generic disparagement The complaint against Lovely Entertainment Network India-promoted radio station, 98.3 of Frozen Dessert as a category in Professional University’s TVC FM Radio Mirchi. The account will be handled by Starcom’s general and Kwality Walls Frozen was upheld after its claim, of being Mumbai office. The incumbent on the account was Madison. Dessert, in particular. This com- ‘India’s largest university’ in terms For this brand, the agency has planned some specific plaint was not upheld. It was also of on-campus students, was found research and insights projects using its proprietary tools and optimisers. The agency found that the ad tries to pass off ice not substantiated adequately. Since recently launched its proprietary Web+TV optimiser. The agency’s recent accounts creams as complete food that is easy comparative data of other leading uni- include Aircel, Dabur, Axis Bank, Zee Learning, Supermax and Sterling Holidays. to digest and full of energy. This versities was not provided, the ad was complaint was upheld. noted to contravene Clause 4 (b) of Parachute Advansed Coconut the ASCI Guidelines for Advertising > Global investment management organisation Hair Oil’s print ad claimed that inter- of Educational Institutions and Franklin Templeton Investments (India) has national hair research revealed that Programs. decided to retain its incumbent creative agency, M&C Saatchi. Earlier this year, the authorities had called for a pitch. After seeking the credentials of several agencies and QUOTE OF THE FORTNIGHT assigning creative briefs, the team decided to retain the incumbent. M&C Saatchi has been working on the creative mandate for this account since 2008, before which ‘‘I think creative people Rediffusion was on board. are emotional; they are not ‘contract killers’! You have > Mudra Ahmedabad has retained the N to live through thick and K Proteins account, after the latter held a pitch process in Ahmedabad recently. The thin with the client. Projects pitch was for the company’s upcoming can make a creative person brands belonging to the edible oil dispassionate.’’ category, a space in which the company already has prominent presence. The new brands will be launched in the market PRASOON JOSHI, PRESIDENT, MCCANN WORLDGROUP, SOUTH ASIA, ON FOTOCORP CREATIVE PROJECTS, IN THE STRATEGIST. around December. One Advertising has worked on the creative duties of this account in the past. The company markets edible oils under the brand name ‘Tirupati’.

10 afaqs! Reporter, September 16-30, 2012

1(:6$'9(57,6,1* NETWORK 18 a campaign after so many years of its existence? Media houses usually target media agencies with their communication. “A consumer spillover is always welcome,” says Singh. Singh is also of the opinion that sooner or later, every large conglom- Tag and Touch erate feels the need to do a group communication. He feels that the red tag is an interesting device. Created by Grey India, the first ever corporate campaign by the “I hope it is taken into other media as well. It can Network18 Group uses an element of its logo to ‘Red Tag’ the be a good force multiplier,” he adds. Devanathan is of the opinion that for a media nation. By Shibani Gharat organisation of this scale, to choose ‘bachke rehna re baba’ as the song narrative has more than a lit- tle irony. “In a time when the noise of media is inescapable and the idea of ‘Big Brother is always watching you’ looms large, you’d think it would shy away from reminding people that they’re con- stantly being watched. If the idea with the song was to signal that Network 18 is the one being constantly watched, I am not sure that comes through. If the idea was to say that Network18 constantly and inescapably touches people daily, the choice of song is wrong,” he states. Devanathan feels that at a time when fewer brands can afford to talk to the consumer in an old-fashioned one-way street of communication,

he term ‘tagged’ in social media parlance is a large part of our lives. It impacts us in ways we employed when you create a special kind of don’t even realise, and is truly ‘the life in your day’. Tlink visible on the tagged person’s timeline. That was the genesis of the campaign.” FOTOCORP Network18 claims that some or the other business Both are of the opinion that rather than just from the group’s stable plays a part in the audi- telling people about the impact Network18 had on ences’ life and hence it ‘red-tags’ individuals in its their lives, they decided to let people discover the new campaign. The message is that Network18 is extent of the impact for themselves. a part of everyone’s ‘daily timeline’. The TVC debuted on Colors (a Network18 The TVC opens to a regular looking office, channel) on September 1. It was shot by eminent where a man is shaking his head in utter disbelief filmmaker Dibakar Banerjee. it was his idea to use as he announces that the ‘rupee is 56 to the dollar’. the song ‘Bachke Rehna’ from the movie Pukaar as Following this, a female colleague rushes towards a track. The music lifts the playfulness of the film. him with a red sticky tag, which she slaps on to his Nike had launched a campaign ‘Touch me if chest. He is surprised till he realises that the reason you can. Biggest tag game ever.’ Called the Nike for her action was the Moneycontrol page open on ‘Play Tag’, the TVC was shot in a way as if there his phone. Later, he sees her surfing some deals on was a gigantic tag game in progress. But the execu- (From Left) Mehra and Akali: realising the impact Homeshop18. In a ‘counter move’, he rushes to tion level difference was that in this TVC, people her with glee and slaps her back with the red tag. are running away from being tagged. rather than being the voice of the consumer, And so begins the tale of being ‘red tagged’, Network18 has squarely positioned itself in exactly where people across India tag each other with red ‘THE LIFE IN YOUR DAY’ OR the former space. “Considering most of its brands tags each time they are touched by Network18. ‘DAY IN A LIFE’? - and content - facilitate interactivity, the notion of From a young girl being tagged by her father he tagline ‘The life in your day’ is written by ‘we touch lives every day’ seems a little archaic and because she pushes away her dinner plate after TGrey India. But it has a striking resemblance inward looking. Compare this with the compel- seeing a report on Anna fasting and a boy tagged to the Times of India - ‘A day in the life’, although ling and interactive way in which The Guardian by his friends after he is found abusing in MTV the latter is a campaign. Satbir Singh, managing updated the story of The Three Little Pigs to fit style, to a grandmother being tagged by her grand- partner and chief creative officer, Euro RSCG with today’s narrative,” explains Devanathan. daughter while she dabs her eyes while watching India feels that the comparison is inevitable. “The Having said that, he adds that the red tag meta- BalikaVadhu on Colors. The film ends with a execution is clearly chalk and cheese; very differ- phor is a memorable way to introduce a tangible voiceover that highlights, ‘if you were tagged every ent. The words are closer but hey! I wish though experience in a brand that is otherwise intangible. time Network18 touched your life, every indi- that it was something distinct. There was no rea- “The first thing that comes to mind when a vidual would carry a red tag on his chest’. This is son for it not to be,” he elucidates. media conglomerate does a corporate campaign is Network18. ‘The life in your day’. Narayan Devanathan, senior vice-president and that an ‘IPO is around the corner!’ I doubt that’s This is the first time that media giant Network18 national planning head, Dentsu Marcom feels that the case here, but it’s intriguing all the same. has launched a corporate campaign. Malvika it is a deliberate attempt. “In some sense, they Another explanation is that there are brands that Mehra, national creative director, Grey India says seem to be aiming for the ‘closer’ target of ToI don’t enjoy the legacy and track record that some that the task was to introduce Network18 and and its ‘Day in the Life’ positioning. A little more of the TV channels do, and there may be more in explain its role of impacting people’s lives. “We broadly, perhaps this is their way of saying the the offing that could benefit from the halo effect of wanted to create something that ‘connects’ with clutch of media brands in Network18 are more a strong corporate brand,” he explains. the consumer. We did it in a simple way - we took current and interactive than ToI (a proxy for print, Devanathan concludes by saying that a call to an element from the Network18 logo itself - ‘the although Forbes is a Network18 brand).” action (“Like” us on Facebook) in a TVC directed red tag’ - and had some fun with it,” she adds. at the general (urban) public would’ve probably Amit Akali, national creative director, Grey WHY NOW? enhanced the effectiveness of the work, and provided India, says, “When we went over the various prop- e have seen many Network18 brands data that could be collected over time to showcase the erties under Network18, we realised that though Wlaunching individual campaigns in the past. effectiveness of the brands to media agencies. „ none of us may know it, Network18 is actually So what could be the need for the group to launch [email protected]

12 afaqs! Reporter, September 16-30, 2012

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

PARLE 20-20 COOKIES TATA DOCOMO BIRLA SUN LIFE INSURANCE Parle Products has brought out a new campaign to position The new campaign conveys that its unlimited plans that Birla Sun Life Insurance has released its latest TVC to Parle 20-20 cookies as a quick time snack. The campaign was only for postpaid customers, have now been extended celebrate the return of its brand ambassador, Yuvraj Singh, titled, ‘empty stomach’ aims at targeting teenagers and to prepaid customers. to the Indian cricket team after a lengthy spell on the young adults. Creative Agency: Draftfcb-Ulka sidelines due to cancer. Creative Agency: Ogilvy India National Creative Director: K.S. Chakravarthy (Chax) Executive Creative Director: Anup Chitnis Creative Team: Vasudha Misra, Deepika Chauhan, Senior creative director: Santosh Patil Murtaza Said Creative Agency: JWT India Creative Team: Joejee Manthanam, Satish Haldankar, Production House: Footcandles Creative Team: Tista Sen, Nandita Chalam, Dipesh Ranjit Mahatre Director: Ayappa Kowarkar, ABFSG Marketing team PRINT KBC PRABHAT LONELY On the day of the KHABAR PLANET launch of the latest In this print ad, The ad attempts to season of the paper books communicate the need show, this ad was take shape of a for smart travel and a cover-on-cover flower. This ad spending less money of newspapers and was published by taking tips from this it is based on the commemorating issue of the magazine. same theme ‘Sirf the occasion of Gyaan Hi Aapko Teacher’s Day on Aapka Haq Dilata September 5. Hai’ (Knowledge alone helps you earn what is rightfully yours). Creative Creative Agency: Agency: Leo Burnett DDB Mudra Creative Director: Ashwiny Iyer Creative Agency: Taattva, Delhi, India Creative team: Venkatagiri Rao, Karunasagar Writer: Nikhil Mehrotra, Neeraj Singh, Priyanka Patyal, Creative Director: Krishnendu Dutta Sridharan, Preeti Verma, Vedashree Khambete and Diya Pranjal Choudhary Copy: Vikram Singh Sarker OOH DIGITAL BLACKBERRY Blackberry has taken its brand campaign concept ‘Action Starts Here’ to the outdoor route over various media touch points. The brand has introduced a new red icon or the ‘Splat’ as a symbol of KRISSH GROUP action for those who CLUB MAHINDRA The campaign highlights the new logo and luxury projects seek to action and find Travel and leisure brand, Club Mahindra launched a user ‘Mon de Provence’ and ‘The Eiffle’ of the real estate brand opportunities in any generated content initiative with ‘Why I Need (WIN) a in Delhi. Based on the demographic of the existing clientele situation. Basically it Vacation’ campaign. Videos of humourous and innovative the OOH creatives were strategically placed at selected is the symbol of an excuses on the need for a holiday are being crowdsourced locations to grab the maximum number of eyeballs. incoming message as across cyberspace leveraging social media. The best an icon of action. videos stand to win a Club Mahindra holiday. Agency: Percept Out-of-Home Agency: Starcom Exposure: Across 40 towns and cities Exposure: Delhi Agency: Talenthouse India

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14 afaqs! Reporter, September 16-30, 2012 GREENLAM Outdoor Beauty Greenlam’s Saundarya Premi campaign takes its concept of beautifying the world to outdoor, radio and on-ground route. News Bureau

aundarya Premi - the ‘beauty lover’ who is in love with Sbeauty and believes that every- thing in this world can be beautified has stepped out of television to beautify the world. Extending the concept of beautification with Greenlam Laminates, the laminate brand from Greenply Industries has spread its promotional wings to outdoor, radio and on-ground media. In the outdoor campaign, the creatives are an extension of the television commercial. The out- door creatives feature cut-outs of DDB MudraMax says, “We mapped the protagonist, Saundarya Premi, certain key areas and took sites after placed in an interesting manner every two kilometres according to to grab eyeballs. In some of the the client brief. Clusters were cre- billboards, the character cut-out is ated in Worli Sea Link and Bandra placed in the middle of two bill- Linking Road to give the campaign wherein only the outline of the boards, while in others he is shown an omnipresent feel.” monument was marked. The task However Saundarya Premi, the was to decorate the Taj Mahal with beauty lover, went ahead to beautify a wide range of Greenlam lami- other media as well. The concept nates. The pictures of the creations was taken to radio, where Saundarya were uploaded on the Greenlam Premi was introduced to the listen- Facebook page and Red FM invited ers of Delhi, Mumbai, Hyderabad, people to vote. In the third week, Pune, Kolkata and Bengaluru. the winner was selected and the The month-long radio campaign creativity was showcased on a large involved on-air and off-air activi- screen at the same locations where ties. The campaign was introduced the activity was organised. in a phased manner, with teas- The activity was organised er spots and RJ mentions about across various malls across Delhi, Malhotra and Joseph: beauty pays the activity in the first week and Mumbai, Kolkata, Bengaluru, Saundarya Premi being introduced Pune, Hyderabad and Chennai. peeping out of the billboard from in the second week. Speaking about the radio behind after decorating it. The radio campaign was con- campaign, Alex Joseph, Interestingly, one of the bill- nected to an on-ground activity vice-president, marketing and com- boards has been decorated with that was based on the concept that munication, Greenply Industries, flowers to highlight the ‘beauty’ the Taj Mahal, could be beautified says, “Greenlam’s marketing factor of the campaign. The creative with colourful Greenlam laminates. campaigns have always been clut- is beautifully decorated with flow- On September 1 and 2, Saundarya ter-breaking and have enjoyed a ers in various colours. Premi invited listeners to decorate high recall among the audience. The outdoor campaign has been the Taj Mahal in their city. This time again we give our audi- executed by DDB MudraMax As a part of the activity, an ence a reason to be in awe with our across Delhi and Mumbai. LCD screen was arranged with innovative 360 degree Saundarya Mandeep Malhotra, president, a Greenlam Laminate palette, Premi campaign.” „

Stories featured on this page highlight innovative marketing techniques using various media vehicles like print, digital and out-of-home. 1(:6$'9(57,6,1* DHARA A New Spin Dhara, which does well in specific regional markets, lays a claim over India as it rolls out a new ad campaign with a new positioning statement, ‘India ka Tadka’. By Ashwini Gangal

fter a gap of almost six years, Dhara returns users and non-users, conducted across the coun- seeing the images. One ought to feel hungry while to the advertising circuit - this time with a try. “‘India ka Tadka’ summarises our love for food watching the ad. I didn’t get that feeling,” she says. Anew brand positioning, India ka Tadka. The along with growing health awareness,” he adds. Ferzad Variyava, executive creative director, communication is centred on a TVC, the creative Publicis Ambience, speaking on the brand’s shift execution for which draws on a warm, montage- DOES THE REPOSITIONING WORK? in positioning, says, “The brand is trying to move like feel. The message is reinforced on Dhara’s s per the industry, consumers will receive the from a product benefit platform to a larger India- packaging as well. Afreshly deep-fried message without much effort. centric level of projection. This opens up a new Best recalled for its signature ‘Dhara Dhara Shudh Dhara’ campaign, the brand has been syn- onymous with ‘Shudhata’ or purity for a long time. Along the way, through its advertising cam- paigns, Dhara has adopted taglines such as ‘Anokhi Shudhata, Anokha Assar’ (Jalebi film) and has also stressed on health-related propositions with cam- paigns like ‘Happy Hearts are Healthy Hearts’ and ‘My Daddy Strongest’. Further, the brand also underwent a packaging change with a new logo and identity in early 2009. The latest campaign marks a flight from the ‘Shudhata’ space, one that Dhara has owned for many years. Isn’t it risky to do away with a space that had grown to become synonymous with the brand over time and opt for an entirely new positioning? Radhika Das, vice-president, DDB platform for creative thought. As a story, ‘purity Mudra Delhi (the brand’s creative AoR), says, “As of oil’ in this day and age tends to sound outdated, a brand, Dhara has always tried to stay relevant. so any movement away from the product benefit Purity was relevant till a few years back. Today, angle of purity and health is a step up. The ad takes health is more relevant to the consumers and as a a cautious step towards a bigger, though often responsible marketer of quality edible oils, it was explored, thought.” inevitable to address the need gap.” As a line ‘India Ka Tadka’ is quite sweet and The campaign is thus based on the basic insight simple, in Variyava’s opinion. Does it differentiate that food is engrained in our daily lives being a the brand from others that want to appropriate the significant part of every celebration, small or big. ‘India’s most loved’ status? “I’m honestly quite The brief was to develop communication, keeping doubtful,” he answers. Regarding the creative in mind the heritage and core ethos of the brand as (From Left) Das and Taneja: dual message execution of the new positioning, Variyava says, well as the virtues of trust, purity and taste. “Frankly I was less than charmed. Nothing seemed “Thus, the strategy for the brand came from Priti Nair, co-founder, Curry-Nation, feels that wrong, but still nothing seemed real. Even the two strong insights. Firstly, ‘Tadka’ is a word all while the brand continues to stay on the health food shots seemed a little ‘cardboard-ish’.” of us have grown up hearing. We are so familiar platform, it has ‘scaled it up’ as an idea. “Now it with the crackling sound that we subconsciously includes the insight of India as a country rather DUAL MESSAGING? know that food is about to be served. Secondly, than just the individual,” she says, adding that she hile highlighting the new positioning ‘India though Indians love fried items, there is a grow- finds the insight powerful, given that we’re a food- Wka Tadka’ the current ad also addresses con- ing awareness on health and loving nation. “The argument is pretty simplistic; sumers’ health concerns. The voice over towards fitness due to which people it is not intended to be tenuous but I feel it could the end says, “Arre khaiye, khaiye, health ki tension shy away from indulgence,” have been stronger,” she elaborates. Dhara pe chhodiye, jo de tailon ki itni healthy range ki explains Das. “There is nothing in this TVC that one can latch aap vibhinnn tailon mein pakaye behtar swast paye.” When asked why the on to, though,” she goes on to critique, “I don’t know Some creative folk feel that the ad has a dual brand has remained silent whether this is because the brand has gone from objective - all through, it’s like a happy montage on the communication telling cozy, warm stories to a more montage-like of India with focus on positioning it as a ‘truly front for so long, Amit format or because the emotional angle of the insight, pan-Indian brand’ and towards the end, the sud- Taneja, senior brand connected to the product, seems weak.” den health spin appears abrupt. Could this dual manager, Dhara, Mother From an execution perspective, she says that messaging confuse consumers? Dairy, says, “There is the ad could have definitely done better. “I am sure “I do agree the messaging in the end is trying a lot of work that has there are good reasons why the TVC looks the way to hedge a lot of concerns which could have arisen happened on the brand it does, but viewers’ mouths need to water just from the lack of a product benefit focus. And from during the last four to five years. The time has a craft perspective it is certainly precariously bal- been spent launching new variants, upgrading anced on multiple messaging,” Variyava answers. existing variants and distribution enhancement. This marks a flight from Nair opines, “While the messaging is intended The brand has been strategically active in BTL to be singular, the link between the message and (below the line) and regional media.” the ‘Shudhata’ space, which the TVC is not strong enough and perhaps that’s Taneja adds that the new positioning is the why it seems dual and split.” „ result of consumer research involving both, Dhara Dhara has owned for years. [email protected]

16 afaqs! Reporter, September 16-30, 2012

1(:6$'9(57,6,1* CENTURYPLY Back with a Spring The plywood brand makes a comeback on television after four years, as it moves beyond being a commodity brand to an aspirational and lifestyle brand. By Anushree Bhattacharyya

urability is one of the biggest aspects of any plywood brand and keeping this factor Din mind, Century Plyboard (Centuryply) launched its campaign, ‘Sab sahe mast rahe’, in 2008. Now, after a gap of four years, the plywood brand has returned to the television screen, taking up a lifestyle and aspirational position. After its brand campaign in 2008, a research conducted by Centuryply revealed that while consumers perceived it as a trustworthy brand, it was not taken to be a glamorous one. The brand

temper. The role of the product is fairly sharp as a “Creating “A basic material strong enough to withstand that physical higher value human emo- anger. It stays away from the ‘outlasting your life span’ space that ply has been appropriating so far, by adding tion was used yet conveys the same ‘outlasting’ quality.” the lifestyle to demonstrate “Moreover, when you opt for a film high on the immense animation, you always run the risk of it being tack- and aspirational ily done. But the gorilla here looks convincingly aspect.” strength of the irate. A lot of surround on could be done.” ABHRA RAJIB ply.” Bikram Bindra, senior account director, planning, BBDO India, says, “This is the kind of disruptive BANERJEE ARJUN MUKHERJEE advertising that forces you to break out of your TV viewing inertia and notice it. You are caught unaware, lacked a bit of zing. To add a pinch of glamour, the carpenter. Thus, with the brand campaign, we waiting for that penny dropping moment when the company took a conscious decision to refrain from wanted to create higher value by adding the life- connect with the brand happens, and figure out television advertising and concentrate on strategic style and aspirational aspect to it, along with the ‘What the hell just hit me’. It also comes across as a brand placement through various tie ups. core message of durability.” unique treatment for what might otherwise be seen Conceptualised by Bates’ Kolkata office, the Arjun Mukherjee, executive creative director, as a rather banal category.” TVC shows an angry gorilla chasing a man all Bates, says, “The pressure was on and everyone According to Bindra, in terms of strategic around his house. It breaks many objects that was looking for that killer idea. Anger got the thinking, the insight of ‘Sab sahe mast rahe’ is pow- come in its way. Petrified, the man locks himself better of the team and turned them into growl- erful and manifests itself well through the antics inside an almirah. To everyone’s surprise, the ing monsters. It was total mayhem! Then, a basic of the Gorilla. “My only apprehension is if this gorilla is revealed as the man’s wife, who is angry human emotion was used to demonstrate the thought gets a little lost with such a strong creative because her husband forgot their anniversary. The immense strength of the ply.” amplifier, and whether the Gorilla ends up hijack- TVC ends with a voiceover saying, ‘Centuryply ing the idea as well. Also, while I think the film is can endure anything from anger to termite’. A GLAMOROUS RETURN enjoyable, I doubt its stickiness because of a weak Abhra Rajib Banerjee, executive business head hraneeta Mann, executive creative director emotional connect. In my mind, the gold standard and vice-president, marketing, Century Plyboards, Cand national creative head, special projects, in this category is an older Greenply ‘Savitri’ ad explains, “While consumers trusted Centuryply as Rediffusion-Y&R, remarks, “I like the fact that the which still brings a smile to the face because of a brand, at the end of the day the job of selecting commercial hinges itself on the human insight of its memorable storyline and some great acting.” „ a ply board for any furniture was still left to the how people turn into animals upon losing their [email protected]

1(:6$'9(57,6,1* FLIPKART Growing Real While it keeps alive the concept of using children posing as adults, the new campaign draws inspiration from real life as all stories are based on consumer feedback. By Anushree Bhattacharyya

n its first campaign, Flipkart played the role of TV, you know instantly you’re watching a Flipkart an evangelist, where it used children posing as commercial. That’s fine with me as long as your Iadults to educate consumers about the benefit target audience has the patience to sit through the of shopping on an e-commerce website. Next, it long winded voiceover which runs through these returned with a set of new commercials where spots. For me, these spots are a notch above the the concentration was on guarantee of original last series. The gags are funnier and the deadpan products, cash-on-delivery and a voice works a lot even better. In my opinion, 30-day replacement policy. Now, they may have worked a lot better with just the for its new set of TVCs, Flipkart Flipkart it’. “‘Flipkart it’ is the sequence of events being described, minus the has drawn inspiration from cus- logical next step for the brand that man-child anchors, who keep popping up inter- tomer feedback. has managed to delight online rupting the truly funny parts.” For the TVCs, the agency, shoppers with its impeccable Narayan Devanathan, senior vice-president and along with the brand, sifted service. This campaign captures national planning head, Dentsu Marcom, remarks, through several comments from some parts of this experience and “The thing about work that stands out is that it can various cities. At the end, three recreates it in a very interesting stand out in good ways or bad ways. But in both stories were selected mainly manner - which has now become cases, the details stick to you - irritatingly in case because they highlighted how Flipkart’s unique language,” says of bad work and delightfully in case of good work. small gestures from Flipkart.com Ravi Vora, vice-president, mar- And this is true for any form of content - from ensured that consumers experi- keting, Flipkart.com. books (Chetan Bhagat, for example), to movies ence moments full of joy. This Kartik Iyer, CEO and co- (Ek Tha Tiger anyone?) to ad films (BlackBerry, time too, the e-commerce site founder, Happy Creative ‘Action starts here’, Limca ‘Pyaas Badhao’, 18 has remained true to its concept Services, explains, “Flipkart is a Again, and so on). of using children posing as adults. people’s brand. Its resounding According to Devanathan, the two new ad films Shot in a narrative manner, success comes from the love that for Flipkart fall in the category of good work. He two TVCs titled ‘Mr. Impatient’ customers have for the brand. explains how?, “Unlike most brands, Flipkart has and ‘Mr. Forgetful’, respective- We wanted to voice the exact found a unique voice and unique delivery style ly, show two children talking thoughts of the customers and that doesn’t just work for the brand but distinc- like adults about how the entire hence each script is inspired by tively cut the clutter. That’s rare. Despite the experience of shopping through true stories. As for the treatment, demand of suspension of disbelief with the ‘child- Flipkart.com has been a memo- it’s the most fun testimonial cam- adult’ actors in the films, they are very real, very rable one and has brought a little paign I have ever worked on.” relatable. The nasal voice of Mr. Forgetful is one joy in their lives. Of the three television com- we all have heard from someone we know (includ- ‘Mr. Impatient’ says that like mercials, two are currently on ing, as much as we may not admit it, ourselves). his name suggests, he has little air across various channels. The Even if the toilet seat up-or-down conundrum is or no patience for anything in his third one will be released soon. an imported-from-the-West idea, the blackened life, and was really happy when toast is not.” Flipkart delivered a smartphone (top) Vora and Iyer: Flipkart’s GETTING IT RIGHT “For all that they are relatable, the stories are he had ordered before the prom- unique language he campaign draws approval also thoroughly enjoyable. There’s nothing to not ised date of delivery. Tfrom the creative fraternity, like about them? But from a strategic perspective, Next, ‘Mr. Forgetful’ narrates his story of the which is of the opinion that the e-commerce site what I really like is that Flipkart is not pinning e-commerce site playing a vital role in saving his has successfully taken the brand message to the itself into a corner with a force-fit ‘single-minded marriage. He says he forgot his wife’s birthday and consumer this time, too. proposition’. Clearly there are different kinds of ordered her favourite perfume after she accidental- Shiveshwar Raj Singh, group creative director, people who shop for different reasons on Flipkart. ly reminded him only a day in advance. However, Draftfcb Ulka, remarks, “Flipkart appears wedded The ads - as the business itself - acknowledge this, the next day, the gift came wrapped from Flipkart to the format it has created, that is, kids with adult in a way where message and enjoyment don’t try and an elated wife cooked a great meal for him. voices and behaviour. So the moment you see a to outdo one another,” he notes. „ At the end, both say, ‘Now I don’t shop, I just kid with glued-on moustaches or a fake goatee on [email protected]

20 afaqs! Reporter, September 16-30, 2012

1(:6$'9(57,6,1* BCCI-SAHARA REDIFFUSION Silent Spectator Second Time The BCCI raised an objection to a TVC released by the Sahara Lucky? Group for Q Shop and asked it to withdraw the ad. However, ASCI Rediffusion wants to cure wasn’t consulted at all. By Shibani Gharat ‘Marketer’s Insomnia’with this tool. By Ashwini Gangal he Board of Control for Cricket in India (BCCI) has not only raised objections to lmost nine years after its first launch in Tthe TVC for Sahara’s retail venture, Q India, Rediffusion has re-launched its Shop. It forced the company to withdraw the ad ABrand Asset Valuator (or BAV). The on August 23, within a week of its release. difference, claims the team, is that this time The TVC for Sahara Q Shop, which is being around, it is a more robust effort. promoted as an ‘adulteration-free’ retail chain, The team has researched more than 1,350 showed Master-blaster Sachin Tendulkar hold- brands in over 100 categories. All these brands ing a pot on his shoulder and performing the last have been rated by consumers across 48 rites while a family eats breakfast; Yuvraj Singh image attributes. The BAV has nine tools or digging a grave while a school kid eats lunch from sub-offerings. For instance, the four pillars his tiffin box; and Virender Sehwag replacing a that reflect Brand Health - as well as brand cradle with a hospital bed. The ad also has a man development, brand momentum and the com- posing as a medical practitioner, suggesting that to comment. “If it had problems with the ad, it purchasing grocery or some other products can should have raised the issue with the advertis- cause various ailments. ing industry’s watchdog, ASCI,” says a senior “THESE ARE THE What’s interesting is that ASCI (Advertising industry practitioner. Apparently, the creative BUILDING Standards Council of India), the industry body agency Rediffusion-Y&R started working on the which looks into objectionable ads, has been a campaign in July. Along with the TVC, outdoor, BLOCKS OF silent spectator in this whole episode. radio and print campaigns are currently being BRAND Alan Colaco, secretary general, ASCI says that carried out across the country. However, cricket- if BCCI had a problem with the ad, it should have er-turned-adman Piyush Pandey is of the opinion DEVELOPMENT.” taken it up with ASCI. “Its idea on the ad being in that it was fair on BCCI’s part to have approached GAUTAM TALWAR

bad taste should have been discussed with ASCI.” and taken a stand on the ad and decide whether FOTOCORP Highly placed sources at ASCI confirm that the ad was in good taste or bad as it involved the there has also been some com- cricketers who are responsible petitive advantage a brand has - are energised plaint against the ad by a third towards BCCI. differentiation (most closely linked to mar- party and the industry body is Rediffusion-Y&R, when gins), relevance, brand esteem and knowledge. contemplating action against it. approached, refused to divulge “These four,” says Gautam Talwar, chief However, BCCI did not get in any details in the wake of this strategy officer, Rediffusion-Y&R, “are the touch with ASCI for this TVC, controversy. However, in a press building blocks of brand development.” or officially raised doubts about note received before this con- The BAV analyses Brand Health by map- its objectionable contents. troversy erupted, it was revealed ping brands on ‘The Power Grid’, that As per media reports, BCCI that with this, Sahara aims to contains segments such as ‘new brands’, ‘niche unofficially approached Sahara sensitise consumers to the prob- brands’, ‘leadership brands’, ‘mass market to pull off the TVC, after some lem of adulteration, and to shock brands’, ‘unfocussed brands’ and ‘commod- of the cricketers raised concerns them with its effects. The group itised brands’ on it. These zones are linked over their portrayal in it during apparently had the entire Indian with consumer sentiments such as indiffer- Wednesday’s working committee cricket team at its disposal. ence, curiosity, commitment and fatigue. meeting in Chennai. Apparently, Shetty: no controversy But it is also important to note The Consumer Loyalty tool categorises the motivation for the action was that the ad is taking a pot-shot at consumers into ‘loyalists’, ‘switchers’, ‘resist- BCCI’s concern about the players’ image. BCCI other FMCG brands when many of the cricket- ers’ and ‘lapsers’ and gives marketers insight claims that the advertisement showcases players in ers used in the ad are themselves endorsing many about which of the brand’s users are most morbid roles. When contacted, Ratnakar Shetty, FMCG brands. The Indian skipper M S Dhoni, likely to stay loyal to that particular brand. head, operations, BCCI refused to comment on along with Bollywood actor Preity Zinta, already The Brand Archetypes tool helps categorise the issue, suggesting that there is absolutely no endorses Emami’s edible oil brand ‘Healthy and brands into one or more of the Jungian arche- controversy in the matter. Tasty’. Future Group’s toothpaste brand Sach is types, that are basically categories or ‘types’ When afaqs! Reporter probed further on co-created with Tendulkar, who is also associated coined by psychologist Carl Jung (including why BCCI asked Sahara to pull the ad off air, with Coke. Recently, Emami had also roped in ‘The Jester’ and ‘The Warrior). Shetty recommended that it Gautam Gambhir and Virender Sehwag for two Consumer Segmentation provides an should speak to Sahara first of its brands. insight into how consumers across different and enquire who asked it to As per the press note, the Q Shop ad wanted segments - such as gender and age - view pull the ad off air. However, to leverage cricketers’ skill of performing in front a particular brand. The Brand Partnerships no official comment from of the camera. The whole look and sound design tool is all about analysing the fit between Sahara could be obtained. was deliberately made dark and disturbing, with brands and potential celebrity endorsers. The Many industry observers an ending that’s almost a call to arms. Elasticity tool is meant to aid marketers’ deci- agreed that the ad was in Well, Sahara clearly got what it wanted out of sions regarding which product categories they bad taste but they raised the the film - love it or hate it, one had to sit up and should extend their brand into and which cat- issue that BCCI was neither notice it! „ egories they must avoid. „ the client nor the agency [email protected] [email protected]

22 afaqs! Reporter, September 16-30, 2012

32,1762)9,(: Are Serial Makers Running Short on Ideas? Most shows on Hindi GECs today bear names taken from old movie titles or lyrics of songs. Is there a shortage of talent that can dream up arresting titles? By Anindita Sarkar

=8%,17$71$ 68'+,5387+5$1 56685,<$1$5$<$1 National Director, Planning, MEC Media Group Head, MPG Associate Vice President, Initiative SUSHIL KUMAR THE INTEREST OF THE SHOW THIS TREND STRONGLY WHEN CINEMA USED TO AMONG THE AUDIENCE STARTS REFLECTS THE FACT THAT BE THE MAJOR SOURCE OF WITH THE NAME. AND IF THERE THERE IS A DEARTH OF ENTERTAINMENT, WE HAD THE IS AN ELEMENT OF FAMILIARITY CREATIVE THINKING WITHIN POPULAR SONGS BECOMING THE IN THE SHOW TITLE, WHICH IS THE TELEVISION KINGDOM. TITLES OF SUBSEQUENT MOVIES. drawn from old movie titles or lyrics, it while the odd famous lyric or movie title can Television is also following the path and always triggers curiosity among the audi- ensure the initial eyeballs for the property, I don’t see anything wrong with that. ence. there is no guarantee that the content will be In my opinion, Bollywood and TV Even though the majority of top TV aptly reflected by the title. industry are certainly interlinked in the shows are named after movie titles/ For instance, post a few episodes of Yaha sense both need to capture the current songs, it is not a concern about lack of Main Ghar Ghar Kheli on Zee TV, the show trends/moods of the people to be able to originality as the show format and con- lost its stickiness because the audience felt create a buzz about the titles. tent of the shows are fresh. cheated. Woh Rehne Wali Mehlon Ki on Sahara Sustaining eyeballs is completely a It will always be the content that will One also had a similar fate. creative call and dependent on packaging drive the popularity of the show. This is Today, in a cluttered market, each TV soap of the viewer-relevant content with the true for any form of entertainment such needs to have an USP of its own. For exam- entertainment quotient. Titles play an as books or movies. The title can only ple, Pratigya on Star Plus doesn’t endorse a important role in consumer psyche and create some curiosity but if the story line famous lyric and yet it enjoys a top rating. The create a sense of insight into the product/ is dull, it can never become popular or same goes for a CID on Sony and a Dance content. successful. India Dance and Pavitra Rishta on Zee TV. Having said that, the entertainment Borrowing titles from old movies or The focus of the programming team should industry tries to identify viewer mood songs is just a trend that will fade away. be on content. For instance, Uttaran and Balika and if some trendsetter tastes the success For example, Dilwale Dulhania Le Jayenge Vadhu have strong content with lesser-known then the entire industry starts following was one of the first Hindi movies named titles. Titles should be innovative and different the same trend. Take the examples of the after a song but it had a strong relevance like Chhal on Colors. sequels - the Dons of the world. to the story of the movie. I don’t think we have a scarcity of creative talent. We are capable of creat- ing fresh titles. This is just a trend that is being followed.

24 afaqs! Reporter, September 16-30, 2012

1(:60(',$ ESPN-STAR SPORTS High Earnings It is believed that ESS has sealed three co-presenting sponsors and seven associate sponsors for the ICC World T20, 2012 eyeing a revenue of about `250 crore. By Raushni Bhagia

SPN-STAR Sports (ESS) will broadcast The reason for the high airtime rates, as per Aloke Malik, managing director, ESPN the ICC World Twenty20, 2012 in 218 the market experts, is that with so many sponsors Software India, says, “In terms of on-air sales, we Ecountries (by selling the syndication rights) on-board, the inventory is almost full for the rest have sold close to 80 per cent of the total available across the world, with a revenue expectation of of the brands which look forward to be associated. inventory. We expect to close a few more within more than `250 crore from the tournament. STAR “Thus, to leverage this skewed demand-supply the next week for a complete sell-out.” Malik Cricket and STAR Cricket HD will showcase the balance, the channels often demand higher rates,” adds that all matches of the championship will event, along with a simulcast of the finals and says a media expert. Another industry insider be streamed on www.espnstar.com with a five- semi-finals on ESPN, accompanied by a Hindi mentions that the festive season ahead also boosts minute delay. commentary for all India matches. the airtime sales for the channel. The presentation team for ICC World T20, The event will include 27 matches, 2012 will include stars such as Sourav with a live and exclusive telecast of Ganguly, Sanjay Manjrekar, Nasser the India-Pakistan warm up match Hussain, Wasim Akram, Ramiz on September 17. The main tourney Raja, Tony Greg, Ian Chappell, starts from September 18 and ends on Mark Waugh, Russell Arnold, Ian October 7, 2012. Bishop, Pommie Mbangwa, Damien According to market sources, Fleming, Simon Doull, David Lloyd, the network has tied up with three Harsha Bhogle and Alan Wilkins. co-presenting sponsors and seven ESS’s Jatin Sapru will be the in-stu- associate sponsors for the tourney. dio host, along with former English The three co-presenting spon- cricketer Dermot Reeve, who will sors - Hero, Havells and Reliance play the role of an analyst. Communications - must have sealed ESS will also feature a new touch the deal for an estimated `18-20 crore screen cricket presentation tool in each, while the associate sponsors its analysis shows around the live Hyundai, Nokia, Tata Teleservices, coverage. This will bring in a new

Tata Motors, Pernod Ricard and SUSHIL KUMAR dimension to the way it is analysed PepsiCo have reportedly spent about (L to R) Alok Malik, Sanjay Manjrekar, Sourav Ganguly and Campbell Jamieson and presented, claim the channel. `11-14 crore each for the association, The ICC World Twenty20 will be depending on the FCT commitments. broadcast by ESS as a part of its eight-year agree- Market sources also reveal that the channel has Each ten-second spot is ment with ICC which ends in 2015. This also demanded a whopping `4-7 lakh per 10-seconder being sold for about `4-7 includes the live telecast of semi-finals and finals for spot buys, which may have added up to another of the ICC Women’s World Twenty20, 2012. „ estimated `100 crore. lakh by the channel. [email protected]

invited popular ‘Mumbaikars’ to social networks since its debut a few TIME OUT contribute in their own special ways days back. The song has been com- and be a part of this special tribute. posed by popular city musician, Sid Well known artists, chefs, designers, Coutto and encapsulates the various A Tribute to Mumbai musicians and writers have come shades of the city. ahead to express their love and show Staying true to the song, the The magazine invited eight popular figures of Mumbai what Mumbai means to them per- video too captures vivid images sonally in the latest issue. using montages of different people from various fields to pay a tribute to the city in their own Talking about the initiative, and places all around the city. special way. News Bureau Rajnish Rawat, chief operating Mumbai can truly feel special officer, Paprika Media, says, “On as this is not the first time that the our eighth anniversary, we asked city is being gifted with a tribute umbai has been referred eight renowned Mumbaikars to pay anthem. Earlier this year, popular to time and again by their tribute to Mumbai in their city tabloid Mid-Day launched one, Mmany in popular culture unique way and now we have our too, as a part of its multi-media as the city of dreams. The city offers own cocktail called ‘Churchgate’, campaign, ‘My City, My Life’. itself as a platform for many to live a comedy play, a special recipe, an Time Out plans to promote the out their aspirations and showcase installation, short story, photo pro- Mumbai Anthem across social net- their best. Popular magazine Time ject and a product design. We also works. Promos will also be run Out Mumbai, marking its eighth have a Mumbai anthem - a song on channels such as VH1, 9XO, anniversary, has chalked out a trib- dedicated to Mumbai.” Channel V and WB and Radio One. ute to this very city as a part of its The campaign for the anniver- The video can also be watched on celebrations. sary revolves around the Time Out www.timeoutmumbai.net. The magazine, which has Mumbai Anthem. The video for Among the other popular fig- through its content celebrated the the song, produced by Time Out, various aspects of Mumbai, has Rawat: what Mumbaikars like has become rather popular across FRQWLQXHGRQSDJH>>

26 afaqs! Reporter, September 16-30, 2012

1(:60(',$ HINDI GECS Lording it Over

With market experts calling it a clear case of good programming Pyar... garnered an average of 2.7 TVRs (6.6 mil- lion reach) for Star Plus. This show too has been with a basic storyline, Mahadev has clearly carved its way towards gaining good numbers, as per marketers but they the top. By Raushni Bhagia quickly reason that Star Plus has always been a good performer with fiction soaps. The biggest gainer of the slot, Mahadev, gar- nered 2.7 TVRs (5.3 million reach), against Zee TV’s newly launched Rab Se Sona Ishq that clocked 1.4 TVRs. While SAB TV’s Golmaal Hai Bhai Sab Golmaal Hai gathered 0.7 average TVRs, Sony’s Byah Hamari Bahu Ka has achieved 0.4 TVRs. The market experts too feel that it is a mystery for a long time as to why there is no stronger com- petition in the 8 pm slot, while Mahadev is carving its way to the top.

THE ‘SHIVA’ THEME m Namah Shivay is the only instance of a OShiva story being told on television, before Mahadev on Life OK. As per marketers, Om Namah Shivay (1997), telecast on Doordarshan, did fairly well in terms of numbers and popularity.

he Hindi general entertainment genre has the launch of Hindi GEC Colors by Viacom 18. been having a tough time finding the cor- Since then, the show has created buzz in the fic- Trect offering on the 8 pm band since the tion programming genre due to the social bend. launch of Colors. The channel’s flagship property, Vidhu Sagar, executive vice-president, Carat Balika Vadhu, has maintained a strong foothold on Media India, says, “Balika Vadhu started with a the time slot right from its launch. social issue base and has continued to inculcate Media experts also believe that apart from the While Star Plus’ Iss Pyaar Ko Kya Naam Doon the same in the plot of the show. Moving on from mythology factor, it is the Shiva theme that is has been able to hold a stronger position, Zee TV one social problem to another, the show has even gaining popularity and hence the show, Mahadev. and Sony are continuously fighting for the slot. shown leap of time, while it’s all the same.” While the marketers unanimously spoke about the Against this, Life OK’s Devon Ke Dev Mahadev Mahadev was launched during the revamp of the content value and production value of the show, (Mahadev) has posed as a stronger contender, its channel from Star One to Life OK in December Mahadev, Sagar of Carat Media says that the popu- ratings increasing from 0.9 TVRs to 2.7 TVRs in 2011, with an opening TVR of 2.0. Later in that larity of the character is also gearing up these days. the 10 months since its launch. week, the ratings fell and the average TVR for the “The theme of Shiva is in the air. This is major- Mahadev has reached out to about 38 million first week of launch was 0.9. ly due to the trilogy of Amish Tripathi and the viewers in July 2012, while in August 2012, to 48 On the 8 pm slot in the past five weeks (Week channel is reaping the benefits. Also, Shiva is a part million viewers. Marketers predict further growth. 31-35), Balika Vadhu on Colors garnered an aver- of mythology which hasn’t been done to death, Balika Vadhu was launched in 2008, along with age of 4.4 TVRs (8.9 million reach), while Iss FRQWLQXHGRQSDJH>>

<< FRQWLQXHGIURPSDJH Pal has written a three dishes that typify the city for him. Sehgal, a bartender at a res- short play called taurant called Ellipsis, has whipped A Tribute... up a cocktail with white rum, tama- ‘Young Love’. rind, jaggery and Earl Grey tea called ures featured in the tribute campaign ‘Churchgate’. Karekar has designed are artist Shilpa Gupta, photographer ability to make its people wait and a taxi meter light while Pal has writ- Fabien Charuau, writer Jerry Pinto, force “dreariness in our capacity to ten a short play called ‘Young Love’ chef Viraf Patel, product designer think and act”. about two city youngsters. Lokesh Karekar, playwright Anuvab Charuau has shared four images The magazine is published by Pal and bartender Devendra Sehgal. from his ongoing photo project on Paprika Media, which also pub- Gupta has created a photo mosaic what the city means to him. Pinto lishes Time Out Delhi, Time Out of her images of Mumbai citizens has written a short murder mystery Bengaluru, Time Out Kids Guide, captured waiting in various situations called ‘Never On A Friday’ set in a guide for parents and Time such as at bus stops and railway ticket Mahim, a suburb in the city. Out Explorer, a quarterly travel counters. Through her work, the art- Patel, a chef from Cafe Zoe, a magazine. „ ist has attempted to address the city’s popular cafe in the city, has created [email protected]

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SAB TV << FRQWLQXHGIURPSDJH Lording... More to Laugh About unlike Mahabharat and Ramayana. We have all heard the stories, but a detailed version After a reality show, Wah Wah Kya of Shiva is not so common,” he adds. Hosts of the show ‘Wah Marketers also mentioned constume Baat Hai, the channel will continue Wah Kya Baat Hai‘ dramas, Chandragupta Maurya, Chhatrapati to launch three fiction comedies Shivaji and Chanakya, which did fairly well on TV due to the less-talked-about factor. back-to-back. Jeanie aur Juju is one of them, while the other two remain MYSTERY BAND hile there is a lot of appreciation for unnamed at the time of filing this WMahadev, there seems to be no plau- report. By Raushni Bhagia sible explanation for the time band facing a struggle all this while. Balika Vadhu had ruled the slot for quite AB TV, the comedy channel offering of Multi some time, while Star Plus’ Iss Pyaar... has Screen Media, will launch four new shows to been the first show to give it a run of sorts Sexpand its offering. According to market sourc- for viewers. es, these include Wah Wah Kya Baat Hai, a reality Amol Mohandas, VP, Allied Media, show, an unnamed travel-based comedy fiction and says, “Gradually, the prime time is being Jeanie aur Juju, a remake of a popular international pushed to the later hours. In this scenario, sitcom, I Dream of Jeanie. Life OK’s step of tapping the peripheral Wah Wah... is a reality show based on Hasya prime time slot for the mythological series Kavita by some of the popular poets in the industry. has helped the channel and the show.” Produced by Meera Telefilms, it will be hosted by It is believed that the show must have Shailesh Lodha and Neha Mehta (of Taarak Mehta ka Ooltah Chashmah fame). The artistes have been shortlisted on the basis of the auditions done across Indian version is called Jeanie aur Juju and features cities. The show will be on air from September 15 on Giaa Manek (of Saathiya Saath Nibhana fame) and Ali Saturday 10 pm band. Despite being a reality show, Asgar. It is also learnt that the channel plans to launch it is not an advertiser funded program (AFP) but will it in the weekday prime time slot. be supported by regular spot buy format. Apparently, SAB is banking on the popularity of Market experts point out that since Wah Wah... Manek. In an official communiqué, Anooj Kapoor, will compete directly with some ofof EVP and businessbu head, SAB TV, says, the top shows of Hindindi general ““WithWith GiaaGi in the show, we’re sure entertainment channels,els, to attractattract a huge audience. It is an SUSHIL KUMAR it has to have a univer-r- uncommonuncom genre on Indian tele- Mohandas and Sagar: Shiva is fresh sally acceptable strongng vision and the audience will surely comedy appeal. enjoyenj the novelty.” brought new viewers to the time band. On Star Plus, tthehe The tentative next launch Marketers predict that the monopoly of same time slot showcas-cas- willw be a travel-based com- the time band could be broken now. All es Ek Hazaaron Mein Meri edy fiction family drama, other channels have been lately working Behna Hai, while onn Sony, whichw will weave in the on soap formats for this time band. CID will give competi-peti- storiesst of two friends who tion to the new show.ow. traveltravel the world together. It is also COST CUTTING SPREE On Zee TV, DID L’ilL’il learntlearnt thatth the show will see sub- xperts believe that the market is going Masters and Saregamapamapa stantialstantial investmentsinv as a major part of Ethrough tribulations and broadcasters (after September) willll be thethe seriesserie will be shot outside India. are on a cost cutting agenda. Evidently, poised against Wah WWah..ah... TheThe showsho will be aired around the channels need stronger content to fight a Also, Colors places iitsts realitrealityy beginningbeginnin of November. strong fiction show such as Balika Vadhu ItIt is alsoa learnt that few initial and now, Mahadev. This can be provided episodes of the show will showcase the by a reality or non-fiction show with asso- Second season of Gutur Gu, locales of Mauritius and Switzerland. Sources close ciated high production costs. to the upcoming show confirm that it is being pro- It is interesting to observe that a rather the first silent comedy, may duced by Deepti Bhatnagar Productions, which has niche channel, SAB TV, is also in the fight earlier worked with the channel for Main Kab Saas for the same time band, though marketers surface by the year end. Banungi and the silent comedy, Malegaon ka Chintu. call it a co incidence since the offering is The second season of Gutur Gu, the first quite different. Sagar of Carat feels that show, Zindagi Ki Haqeeqat Se Aamna silent comedy fiction show, may surface by SAB TV is one of the smartest of the lot. Saamna, in that time-slot. It must be the end of this year on SAB. The show was The channel fills a need-gap in the Hindi noted that RBNL’s Big Magic, the a success and ran for about two and a half general entertainment genre and is mon- channel that targets the Hindi heart- years on the channel. It is learnt that the etising it quite well, too. land, had launched a similar show, channel plans to launch a new season with What other channels should do to Hasya Panchayat, early this year. the same star cast through the same produc- break the monopoly and be back in the Moving ahead, SAB TV has geared tion house, Fireworks Productions. reckoning remains unanswered. For now, up to launch three more fiction com- The production house is famous for its with finances being a crucial determin- edies. The earliest in the pipeline is thriller fiction series, CID and the horror ing factor, it is a complete wait and watch „ „ the remake of the popular interna- SUSHIL KUMAR series, Aahat. game. tional sitcom, I Dream of Jeanie. The Kapoor: it’s novel [email protected] [email protected]

30 afaqs! Reporter, September 16-30, 2012

BRANDS ILLUSTRATION BY GOGOL

Driving into unfamiliar territory is often fraught with uncertainty. Many brands, however, have moved off their regular path to target a different audience. By Biprorshee Das

rands do change focus - sometimes group is to ensure that the brand moves strongly in when they are well into their lives. It its growth trajectory. The new target segments add could have to do with a change in target those extra muscles,” says independent business audience, roping in an unexpected set strategist, Anirban Chaudhuri. Going back to Bof consumers, coming up with a new positioning the example of Cadbury, here is a brand that has plank or redrawing the portfolio of offerings. constantly kept reinventing itself and adapting to Consider this example from the past. In 1924, the changing society around it. It smartly marries Philip Morris & Co. introduced Marlboro as its own needs to grow as a brand with the same. a woman’s cigarette. And the communication When asked, Abhijit Avasthi, national creative designed was targeted at the fairer sex. director of Ogilvy India - someone who has A few decades after its launch, Leo Burnett’s closely worked on Cadbury - says, “Anything that Cadbury sweet-talked its way into hearts bright idea of turning things around gave the a brand does is to increase sales, gain market share world the legendary Marlboro Man. From ‘Mild and gain newer consumers for its products. There girlfriend throwing caution to the winds and As May’ to the rugged, masculine smoker, the do exist roadblocks at different stages and that is dancing on the cricket field in joy? transformation was a stunning one, as was the when brands start looking at things differently.” Cadbury then decided to move to the masses. success that followed. Not every brand has such a The product was repackaged. Smaller variants were drastic change story to tell. India has its fair share SWEET SUCCESS introduced at a lower price making the product of examples, successful as well as botched ones. he Cadbury story is simple and interesting. more accessible and the tone and manner of the TOne of its initial roadblocks was to take a communication again changed with Khaane Waalo CHANGE BEGETS CHANGE product primarily seen as an urban children’s Ko Khaane Ka Bahaana Chahiye setting the trend of t one level, it is important for a brand to delicacy to the adult. It was not as if grownups did ‘massifying’ the consumption of chocolates. Achange its look or message in order to stay not enjoy a chocolate treat. Thus arrived ‘The Real The brand then hit upon the insight of how relevant in a society that is never dormant. People Taste of Life’ campaign in the early ’90s. It cleverly a chocolate is a dessert too. In the sweet-loving change, as do their habits. It is the same with said there is a child in all of us, bring it out and country that India is, it threw up enough reasons to brands. But there are risks attached. enjoy the chocolate. Can one forget the cricketer’s think of chocolates when it was time for guests. To When Cadbury decided that it did not want to highlight this, Cadbury launched the Kuch Meetha get stuck continuing to talk to children, was it a Multi-tasker HHo Jaaye campaign. “It was about making the cakewalk? Or, when a Lifebuoy tried shaking offf brand eemotional value of happiness relevant to different its image of being a men’s health soap, did it hurt? aaudiences at different points in time,” sums up There are enough concerns on a brand manager’s MMadhukar Sabnavis, country head, discovery and mind as he looks at newer vistas. One cannot just pplanning; regional director, thought leadership, hop and change tracks as and when one pleases. OOgilvy India. “The prime objective to expand one’s target Another category that embraced change was

34 afaqs! Reporter, September 16-30, 2012 &29(56725< grooming products. Long targeted at females, may have been take care of, but has the brand been there began a sudden mushrooming of fairness careful enough to keep its core value consistent all creams - and other grooming material - led by the way through? A brand builds equity over years Emami. Dheeraj Sinha, head, planning, South and and years of serving a consumer. Sometimes, if South East Asia, Grey explains, “Looking good was more is chewed off than what can be swallowed, becoming important not only in the workplace but there is confusion. “Why is my health care product also in the dating market.” offering me beauty options?” “Where has that one thing I got from my brand disappeared?” These are OPTIONS GALORE questions that have to be addressed. brand may have a variety of options to choose Sab TV, the comedy channel from the MSM A to further its segmentation strategy. While stable learnt it the hard way. In 2005, when the keeping the product line same and changing the latter acquired the channel from Shri Adhikari tone of communication is one, brands often tend Brothers, it repositioned it as a regular, second- to introduce variants that piggyback the mother rung general entertainment channel within the brand’s equity while communicating to a new set network. The move backfired but it went ahead and Learning Curve: it did the trick for BlackBerry of audience with a new, relevant offering. re-positioned itself, first as a youth entertainment “Introducing variants for different groups is except identify the opportunity and capitalise on channel and then experimented with cricket. In a useful way of extending into newer segments it. Take the recent shift in BlackBerry’s stance. 2007, it went back to being a comedy channel. because there is some amount of equity that a brand BlackBerry phones have always carried the aura Back where it belonged, Sab TV has revived itself has acquired and you are just stretching it into of belonging to the hotshot business executive quite spectacularly. different ways,” notes Anand Halve, co-founder, connected to his office on the go. He checks mail Chlorophyll. A case in point is Horlicks. The while on the run, replies immediately signing malted milk hot drink from GlaxoSmithKline off with the famous signature - Sent on my ventured into various sub-brands created especially BlackBerry, surfs the net on his phone promptly for segments - women, children and the elderly. and so on. It was all dandy till someone noticed Swati Bhattacharya, national creative director, that a feature called the BlackBerry Messenger was JWT India, has been among the ones who led becoming widely popular with the youth. the brand’s changed stance in the early 2000s. BlackBerry did not change the target group. “Horlicks started out being a family nourisher. The product feature brought in a different set When I came on to the brand, we tried to make of users and BlackBerry just followed it. “A it a kid’s brand. That is the time we did the Epang usage-based target group can be changed and is Opang Jhapang campaign! Horlicks was not seen as perfectly acceptable because the usage is leading Lifebuoy: still fighting germs on a higher scale a kid’s brand before that.” Now, there are variants the change and not the perception change that like Horlicks Lite to serve the nutritional needs of is involved,” says Halve. Krishnadeep Baruah, STAY TRUE adults, Women’s Horlicks, Mother’s Horlicks (for director, marketing, Research in Motion agrees. rand value dilution is a big threat one must pregnant and breastfeeding women) and Junior “Four years ago, social media - led by the youth Btake into account when segmenting. Or, one Horlicks for young children. Horlicks moved into - was really picking up. We had a product that might suddenly end up having a portfolio, which other product categories like biscuits and noodles allowed the user to connect through various is wide but without any links. For example, when (the jury is still out on this one) too - riding on the mediums – unique applications like BBM or Mirinda introduced lemon, it jarred a bit. But health premise of the mother brand. popular ones like Facebook and Twitter. I think since it is an impulse category, the brand can Lifebuoy, once synonymous with the red cake that was one big insight into how we moved into somehow get away with it. A slightly higher- of soap, extended itself to break into upscale the youth segment,” he explains. involvement product might have had a bigger homes. The picture was no longer that of the It wasn’t a walk in the park for BlackBerry and problem,” declares Saji Abraham, vice-president, grime-covered man in the bath with a germ-killing there was a lot of tailoring to be done. Curve, a planning, Lowe Worldwide. Abraham chooses to carbolic soap after a football match. Families now new model, was introduced to make it affordable talk about Lifebuoy, a brand that witnessed the had Lifebuoy hand and body washes. But the to this new target group. It also worked closely shift that it did with Lowe. promise of an ace germ fighter was not forgotten. with its carriers to make data plans affordable. “What we knew was that the male sportsman’s Alongside, it also relooked its existing segment that soap needs to now appeal to the mother. So what USER-LED CHANGE saw how the product could be used beyond official are mothers concerned about? It is the family ften, a shift in TG could just be a function of purposes. Remember Vodafone’s widely popular - the children. One of the first ads we released Ousage. The brand does not have to do anything ‘We are the BlackBerry Boys’? was for stomach infection. The doctor in the ad said it was not about what the child ate but the THE CAVEATS germs on the hands which, when ingested, cause ne of the biggest concerns, as a brand extends illness. That changed everything. This was a Oitself to a new audience, is that of relevance. time when Lifebuoy faced stiff competition from Packaging the same product and message and many beauty products. We could have removed hoping it would ring true with a set of consumers the carbolic part and inserted some beauty oils to that is probably completely different from the compete on level terms. But then we would have existing is foolish. Being relevant is the key. abandoned what the brand stood for. We would Horlicks, in its various avatars, made sure that have been operating on what competition was it sold a product to a group who would find it forcing us to do. We took what the brand stood useful. Cadbury gave enough reasons for everyone for - health - and interpreted it for a different TG. to relish a chocolate. BlackBerry did not shy away That is how we kept it relevant.” from the fact that it could not go to a college Horlicks too had to be careful. “A brand cannot student with a phone that would cost a year’s do something that is completely different. If pocket money. Lifebuoy knew that just a carbolic Horlicks brings out something that is only taste soap would not find favour in an upscale family. without the health edge to it, there will be a Balancing multiple TGs is a challenge. “The problem,” opines JWT’s Bhattacharya. However, key is to look at the need. And not every brand can not every brand needs - or wants - to change. do that,” says Chaudhuri. The other concern is the Brands like Santoor soaps, Bournvita or Complan risk of dilution of the brand. Each segment’s needs kept their TG consistent, as competing products

Emami’s ace in the pack: fairness for men FRQWLQXHGRQSDJH>>

afaqs! Reporter, September 16-30, 2012 35 352),/( _1(:6 FRQWLQXHGIURPSDJH DEBASHISH PAUL I COO I PERCEPT/H << Changing... chose to expand. Nirma stayed steadfast except for a brief while in the ’90s. The brand, known for its competitively-priced detergent, entered the carbolic soap segment with Nirma Bath Soap hoping to ride on the success of the former. Around the same time, it also launched Nirma Beauty Soap, once again a competitively-priced product in the beauty soap category that even successfully countered competition initially. This was The Idea followed by a couple of scouring products. Interestingly, Nirma also introduced edible salt - Nirma Cruncher Shudh Salt. The diversifications didn’t do much for Nirma - the audience wasn’t prepared for a salt or a beauty soap from Nirma.

WATCH OUT f a brand really wants a change, Ithere are pitfalls to watch out for, SUSHIL KUMAR depending on what it is setting out to do. If a premium brand wants to By Anushree Bhattacharyya Charms cigarette brand) who had recommended my name to Padamsee,” he recalls fondly. ow a finance person became an advertising man According to Paul those were days of fierce If a brand really and is in his 25th year in that profession. Profiling competition and the fight was mainly between three wants a change, HDebashish Paul, COO, Percept/H. agencies - Lintas, Ogilvy and JWT (then HTA). Paul, who was studying chartered accountancy, “Interestingly, in those days, financial results of it should watch out feels that his decision to take up MBA - back in 1986 - agencies used to get published in newspapers and the changed the course of his life. It was while doing a non- year Lintas beat HTA, Alyque wrote a memo to all the for the pitfalls, residential course in the IISWBM (Indian Institute of employees and the heading of the mail was, ‘Walk tall’ Social Welfare and Business Management), that he – which was very emotional as well as motivating for big and small. designed a project for Exide India as part of summer all,” he notes. training. “That report was appreciated by the entire Then, for a brief period Paul moved to Grey before talk to a mass audience, there is the top management including Ashok Das, managing joining Saatchi & Saatchi’s Delhi office in 1994 as risk of losing the crème de la crème director, Hansa Research, who used the branch head. “I was always a fan consumer who will be miffed at not to be research director of Chloride of the Saatchi brothers (Maurice and owning an exclusive brand anymore. then. That was the turning point. I Charles) and when they entered India A premium BMW owner might embraced marketing and finance took He fondly by acquiring Sista’s and got in touch scoff at having to share the brand a backseat,” says Paul. with me, I didn’t even think twice ownership with someone who just Paul then met Pranesh Mishra (the calls Das, before saying yes to them,” says Paul. picked up an entry level Beamer. head of Lintas, Kolkata) and Praveen So far in his career Paul has had the “The trick is to manage both. The Tripathi (Lintas), with whom he Mishra and opportunity to work with the stalwarts guy who spends 100 bucks on a worked on a project which was based in advertising as well as marketing, product should feel as good about on measuring the impact of a TV ad Tripathi his but now he was yearning to get a feel buying the product as somebody vis-a-vis a print ad. He fondly calls of global brand management systems, who has paid 60 bucks. It is a tricky these three men - Das, Mishra and three gurus. which was only possible by working exercise,” says Avasthi. Tripathi - the three gurus of his life. for a global network agency. “I got a BlackBerry’s Baruah suggests: But for a man who was determined call from McCann Erickson (in 2000) “Continue to work on your mass to make marketing as his career, the decision took a and readily took the offer and the decision opened a offering and maintain that exclusivity back set after he met the late Achin Ganguly, who used new chapter in my life,” he explains. at the high end.” BlackBerry to head Bates (earlier known as Clarion). “It was he During his tenure at the agency he got the chance to continues to aggressively market the who hired me and sold advertising to me. I agreed to work on various global brands from Nestle, Mastercard, Curve and Bold ranges while, at the spend the next two years in advertising but ended up GM, Microsoft, HP, Coca-Cola to Reckitt Benckiser same time, introducing the Porsche spending the next 25 years in this industry,” he laughs. and heading the Delhi branch (between 2007 and Design, a premium phone priced at Everything was going well for Paul at Clarion. He 2011) and taking up the challenge of steering the one- over `1 lakh. had his hands full with Reckitt Benckiser as his client. year-old unit McCann Social as well as managing the There is no foolproof recipe for Then he got a call from Lintas and those were the heady Aircel, Perfetti and Dabur businesses. a successful transition. But what days of Alyque Padamsee. Lintas was launching its After 12 years at the agency, and dabbling with should be of primary concern when a second agency Karishma and Paul was brought in from everything, Paul was looking for a bigger challenge brand shifts its TG is not to abandon Bates to take charge of Karishma. In 1989 he moved to and his new role at Percept/H was a fit. In his new role its existing segment, perhaps. In the Mumbai first and then shifted base to Kolkata to set up he will be responsible for six offices including Delhi, effort to gain new markets, it cannot the branch. “It was much later in my life that I came Mumbai, Bengaluru, Chennai, Pune and Lucknow. „ afford to alienate the existing ones. „ to know that it was Shyamal Ghosh (the creator of [email protected] [email protected]

36 afaqs! Reporter, September 16-30, 2012

1(:63(23/( '(),1,1*020(176

film directors would not explain the nuances of ANOOJ KAPOOR acting to the actors. I saw another opportunity for EVP & BUSINESS HEAD, SAB TV myself. I understood writing and performances. I decided to quit Lintas (after three years) and set up my own advertising production house called Creative Compass in 1999. I ran it fairly success- fully for three years since advertisers found me a one-stop shop - I wrote the script, made it in a limited budget and delivered it.

THE 22-MINUTE CANVAS n 2000, I was offered a job to write and direct Ia sitcom by an acquaintance, Kishen Bhutani, who was a famous voiceover artist in radio and advertising. Here was an opportunity to express my creativity on a 22-minute canvas. So, I took it up, wrote and directed the sitcom, Chonch Ladi Re Chonch. I realised how much more flexibility, freedom and fun there is in television compared to advertising. Following I joined UTV Television as head of comedy cell in 2004. The company was doing fairly well and there I steered Shararat, the magic comedy on Star Plus. Finally, the literature bug in me his Heart caught up once again after the copywriting stint. I decided to focus on writing and for a couple of years I only wrote a lot for television shows in India and Indonesia. SUSHIL KUMAR As I was doing this, the busi- ness head offer at Sab TV came fter finishing my Masters in English and send them back. Finally, to me in 2007. The reason why Literature, I did not see a clear career path the agency got frustrated and “There was MSM (the owners of SAB TV) Athat an MA in English could give, apart one day asked me to shift to wanted me was simple - I had from becoming a professor. It was not exciting the ‘other’ side. I was totally more freedom done hardcore FMCG mar- at all. Instead, I chose to do an MBA (1989- psyched by the offer but I keting for Colgate, had been 1991) from S.P. Jain Institute of Management made the switch. I joined in TV than a copywriter and an ad-film & Research primarily because I’ve always had an HTA (now JWT) as a copy- maker. Also, because I had run entrepreneurial streak in me and also because I writer. It was not an easy pick advertising.” my own production house, I thought it would give me a definite career where- – I was writing copy at 50 per understood the intricate cost- in whatever I had learnt from literature could be cent of the salary that I was ing structure while shooting utilized in terms of consumer insights. It was drawing as product manager. And I was already an ad. The third department was programming. during my MBA that I got a pre-placement offer married with a kid, after all! But it was a defining Sab TV was a wonderful opportunity to har- from Colgate Pamolive. I joined as a manage- moment. ness everything that I had done in the last 20 ment trainee and went on to become the product years and enjoy the 360-degree experience. The manager. It was then that I realised that there AHA! AN AD-FILMMAKER… reason that I could exactly manage with far lower was a definite career in creative when it came to ll said and done, the role of a copywriter was budgets compared to the GECs - or create a new advertising. Arestricted to only ideating and writing. Now, genre within comedy and yet make a business How? Well, what would usually happen is since I had directed plays in school and college, I success of it - is because of my hands-on experi- that, the agency (for Colgate) would write ads would get a little frustrated with the kind of audio ence across departments. „ and send them to me and I would write better ads visuals produced because, many times, the ad- As told to Anandita Sarkar Raani in ranchi! has found a new best friend.

Grehlakshmi leads competition by 77% in Jharkhand (as per IRS 2011).

1(:6(9(17

2012 Just Rewards Currently in its twelfth edition, EMVIES 2012 appreciated agencies and advertisers for their work in the past year. Organised by the Ad Club of Bombay, the Emvies judge the strategies and innovations carried out by media agencies. News Bureau

nly one thing in this world can make Ravi 7+(723 Rao, leader, Mindshare South Asia don NO. AGENCY GRAND EMVIE GOLD SILVER BRONZE TOTAL an oversized, shiny purple hat and blow O 20 Points 15 Points 10 Points 5 Points POINTS into a bright red whistle while swaying his hips to the deafening beat of a gigantic drum: Winning the 1 Mindshare 0 4 7 6 160 Best Media Agency of the Year Award for the fifth 2 Madison Media-Pinnacle 0 6 4 1 135 consecutive time! 3 Maxus 0 3 2 4 85 Mindshare topped the list in the Emvies 2012 4 Madison Media-Infinity 1 2 1 1 65 EMVIES with a staggering 160 points. The agency’s metals include four gold, seven silver and six bronze. 5 Lodestar UM 0 2 0 6 60 Most of the rankings and awards are the same 6 MEC 0 1 1 6 55 as the last year. Madison Media - Pinnacle finished 7 Group M-Dialogue Factory 0 2 1 1 45 second with 135 points. The agency’s awards include six gold, four silver and one bronze. 8 Media Communications 0 1 1 2 35 In the third place was Maxus, with 85 points. 9 Starcom Mediavest Group 0 1 2 0 35 The agency won three gold, two silver and four 10 DDB Mudra Max 0 0 2 2 30 bronze awards. Madison Media Infinity secured the fourth place with 65 points (two gold, one silver and one bronze) and Lodestar UM finished Campaign category. fifth with 60 points (two gold and six bronze). Cadbury India was chosen as The three People’s Choice Awards for the MEC and GroupM - Dialogue Factory occupied the Client of the Year with Best Case Study went to MEC for its Reliance the sixth and seventh spots, with 55 and 45 Mobile-Ego Search Campaign, for the case study points, respectively. Mediacom Communications 135 points in the launch year presentation in the ‘Best Media Innovation- came eighth (35 points), and in the ninth and Digital (Social Media) category; Mindshare for tenth positions were Starcom Mediavest Group of this category. its presentation on Pond’s-Life is Beautiful-66 (35 points) and DDB Mudra Max (30 points), Human Lives-Beautiful all over again, in the Best respectively. Emvies 2012 gave the media agencies Cadbury India was chosen as the Client of Media Innovation-Print category and Madison ample excuse to shout, scream and dance to the Year with a total of 135 points and picked Media-Pinnacle for its presentation on Cadbury- drumbeats as they were felicitated with a variety of up an award in the launch year of this category. Dairy Milk-Shubharambh by Amitabh Bachchan special awards. Mindshare’s Vineet Nair won the Young Emvie of in the Best Use of a Bollywood Celebrity in the The gang in maroon T-shirts, team Madison the Year award for his case study on Axe & Denim. Media category. Media Infinity, simply walked up to the stage and Madison Media-Pinnacle won a gold metal For the record, Mediacom Communications walked away with the coveted Grand Emvie, for for the Cadbury Dairy Milk Shubharambh In the had won the Grand Emvie 2011 for Volkswagen. „ Saffolalife-Saving Private Heart campaign. Third Year of Chase in the Best Ongoing Media [email protected]

pammy aunty in patiala! can’t stop gushing.

Grehlakshmi is at par with the leader in Punjab (as per IRS 2011).

1(:6(9(17 CASE STUDIES POND’S HSBC (SUN IS FUN TOO!) (REMINISCING THE DAY YOU WERE BORN) AGENCY: Mindshare

CATEGORY: Best Media Innovation-Events

AIM: To send across the message that sun can be fun too, massage, facials, tattoos, and adventure games such as paint 2012 and to bring the women out in the sun, especially during the balls were organised to give them an opportunity to enjoy to IPL season. the fullest without worrying about their skin. The events were

AGENCY: Mindshare streamed live on Facebook, to engage people online. STRATEGY: The agency devised a strategy to draw women CATEGORY: Best Media Innovation - Direct Marketing out to be a part of the activities, they love and at the same RESULT: 30,000 Facebook Likes in 20 days, 2.25 lakh time, promote the brand’s new product, Pond’s Blemish conversations and over two lakh page views. The brand AIM: To reach out to the top contacts of the commercial, Prevention UV Cream. At each event, activities such as foot registered a growth of 20 per cent in sales, too. „ global and private banking arms and top executives of major business houses on their special day, their birthday.

STRATEGY: The agency devised a plan where it could offers to shoppers in April, 2012 BIG BAZAAR take the corporate leaders back in time to the day they were born. The agency tied up with The Times of India to come up (FRISKY MAGIC) STRATEGY: The agency replaced the security guard at with the exact replica of the front page of the national daily the bag check counter with a magician. During his magic on the day each of these business leaders were born. The security frisk, he pulled out objects that weren’t front page was framed in a wooden frame with unbreakable originally in the bag. Surprised shoppers saw him pull out glass and articles and pictures were recaptured as they hardboiled eggs, bundles of dollars, gold coins, were, giving a snapshot of how the world was on the ketchup bottles and even mops out of their purses and

EMVIES day they were born. A subtle message and branding was bags. While they stood there, stunned, he handed out incorporated at the bottom with the message ‘Remembering a coupon which said, ‘Isn’t it nice to get more than this special day’. AGENCY: DDB Mudra you expect? Present this coupon and get 10 per cent off on your bill’. CATEGORY: Best Media Innovation - Ambient Media RESULT: As per the agency, more than 500 personalised mailers went sent, out of which 357 people responded with RESULT: The discount coupon utilisation rate jumped up written messages, a response rate of 71 per cent. „ AIM: To do something different to introduce its discount from 15 per cent to 90 per cent. „

markets of the brand. The tasks were designed around t h e show featuring Kumar were showcased on major websites THUMS UP thought of how far a contestantontestant will go to lay his/ frequented by youthyouth.. A special Gelato flavour was also (HUNT FOR THUNDER) her hand on Thums Up,p, propagating the brand ccreated,reated, wwhichhich hhadad spicyspicy mint in it. promise of ‘I will do anythingything for my Thums Up’. AGENCY: Lodestar UM All the tasks had actiontion ingrainedingrained inin them,them, RRESULT:ESULT: AccorAccordingd to the agency, the campaign giving the contestant a real feel of what saw participatiparticipationo of 120 million people. The brand CATEGORY: Best Media Innovation - TV the brand stands for.. The television ppreferencereference wwente up by 5 per cent, the brand love reality show was supportedpported byby out ggrewrew bbyy 8 peperr cent and sales went up by 11 per AIM: To push its brand message further in times that were of home innovations, radio, digital ccent,ent, further eestablishing the brand’s leadership labelled tough. (social media and YYoutube)outube) anandd ppositionosition in ititss respective category. SMS blasts. Coincidingng with the ThThee campacampaign garnered over 1,800 media STRATEGY: The brand got into a tie-up with production house show, a special editionon of Thums mmentionsentions aacross print, online and news Endemol and the general entertainment channel Colors to come Up was also launched,ed, channels. The brand achieved up with an action show that was a different take on Khatron which featured thee mileage worth `40 crore against ke Khiladi. The brand ambassador became the anchor of the 13 contestants.s. investments that were just about show and 13 contestants were shortlisted from the priority The promos of thee one-third of this amount. „

priya bhabhi in patna! has found a new addiction.

Grehlakshmi is the no.1 women’s monthly in Bihar (as per IRS 2011).

1(:6(9(17 CASE STUDIES

called Kissanpur, wherein people came back with their KISSAN TOMATO tomato plants. The collected tomatoes were then used to KETCHUP make "100 per cent real and pure Kissan Tomato Ketchup" (KISSANPUR - A FARM IN THE specially packed in customised bottles with the participants’ MIDDLE OF OUR CITY) pictures on the label. On the digital front, the campaign was initially pushed heavily on Twitter and on the Kissan AGENCY: Mindshare brand page on Facebook. A microsite was also created. School children were also taken to farms to experience 2012 CATEGORY: Best Media Strategy-Consumer Products, horticulture. Best Media Innovation-Print, Best Media Innovation-Events,

experience the brand promise of 100 per cent real. Kissanpur and Best Integrated Campaign RESULT: The activity helped to raise Kissan’s market was driven through the print and digital media and supported share by 1.8 per cent and the average consumption went up by BTL activities. Tomato seeds were distributed along by 70 per cent. With around 2.5 million seeds distributed, AIM: To drive home the point that Kissan is made up of 100 with newspapers and through school contact programmes, per cent real tomatoes. close to 8.5 million consumers were reached and encouraging people to grow tomatoes. The initiative the brand gained free PR worth `3.8 million, according to culminated by bringing to Mumbai the real farm experience STRATEGY: The best way found was to make the consumer Mindshare. „

Factory by forming a ‘Hotline’. A number (07961609812) was TATA SKY HD MUMBAI DISTRICT AIDS posted, accompanied with a message ‘Mujhse Dosti Karoge’ (CLARITY DOES NOT MEAN CONTROL SOCIETY (Do you want to be my friend?). The message sticker was ‘PICTURE MINUS DISTURBANCE’) (STIMULATING ‘HOTLINE’) posted in 3,000 public toilets and on 50,000 tissues kept in different bars. The message enticed men to dial this number. AGENCY: Maxus AGENCY: GroupM When dialled, the number had a female voice speaking in a veryve sensuous manner. But, to their disappointment, EMVIES CATEGORY: Bestt CATEGORY: Best Media Innovation-Ambient Media;dia; the message ended in - the importance of using a Media Innovation - TVV Best Media Innovation - Digital (Mobile/Hand HeldHeld condomcon when involved in a sexual act. Devices); Best Media Innovation - Direct Marketing;ing; AIM: To explain thethe and Best Media Strategy – Services. RESULT:RES Through the 20-day programme, 10,000 calls concept of HD as simplympply (from(fro all over the country, though the initiative was as possible. AIM: To create awareness and spread the messagege restrictedre to Mumbai) were received every day and that explains how important it is to use condoms. 2,00,000 callers received the message. Even after STRATEGY: It launched a new innovation based on the initiative was over, calls were recieved for the insight, ‘You don’t realise what you are missing until STRATEGY: GroupM created a Dialogue around 147 days. „ you see it’. Tata Sky used fresh commercials to show the audience what they’re missing in SD, so that it could bring about a resonance between the perception and the fact of STRATEGY: Through the Soch Badlo campaign, the agency picture clarity. TATA TEA seeded positivity by inviting people to share their positive (SOCH BADLO) stories. It tapped Hindustan Times and Hindustan, with a In order to create resonance, Maxus had to choose content AGENCY: Madison Media Omega combined reach of 1.5 million readers in the key markets that audiences would be deeply engaged with; and so of Delhi and NCR. This was followed by India Awakening, it chose movies as they have high repeat value. In one CATEGORY: Best Media Innovation - Branded Content and a 25-part editorial series featuring 25 revolutionaries. The of the commercials, the death scene from the original Best Media Strategy - Consumer Products campaign was taken on radio through Fever 101 FM to drive Agneepath was taken up. Through the clip, the minute detail interactivity. Jaagore.com was the instigator of all positive differentiations were elaborately shown during the given AIM: To bring about things on the net. commercial. a positive change in the country, RESULT: The campaign generated more than 1,000 RESULT: According to Maxus’ Brand Track Score study, thereby reinforcing comments on radio; 1,50,000 interactions on social media; ‘product relevancy’ increased by 11 per cent, while ‘intent- brand Tata Tea in and 6,60,000 positive content shared on Jaagore.com. to-buy’ increased by 9 per cent. And finally, Tata Sky the minds of the Over all, there was 8 per cent growth in the spontaneous managed to sell 72,000 HD boxes after the campaign. „ consumer. recognition of the brand. „

pummylaadliauntyin in patiala!lucknow! can’t stop gushing. has turned a fan, too.

Grehlakshmi is ahead at par ofwith competitor the leader inin UttarPunjab. Pradesh by 30% (as per IRS 2011). Pammy aunty in Patiala, Raani in Ranchi, Laadli in Lucknow, Priya Bhabi in Patna and lacs of other young, social, stylish and affluent women are reading Grehlakshmi. 

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With great content and a refreshing attitude, we’ve got women talking across India. From successful professionals to social butterflies everyone is here! To share your brandd story with them, talk to us today!

The figures talk for themselves! Key States Grehlakshmi Grehshobha Meri Saheli % Reach % Reach % Reach Uttar Pradesh 42 33 42 Bihar 47 26 39 Madhya Pradesh 36 32 57 Jharkhand 46 26 54 Uttaranchal 49 32 38 Punjab 36 68 38

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1(:60(',$ JAGRAN PRAKASHAN Central Focus iNext’s Indore edition will have 20 pages. Along with this, the company has also planned to make the MP and Chhattisgarh editions of Nai Duniya look more colourful and modern. By Raushni Bhagia

ai Duniya Media is all set for two new initiatives in central India. The group Nwill launch its bilingual tabloid, iNext in Indore. The company also plans to revamp the newly acquired Hindi daily, Nai Duniya in the states of Madhya Pradesh and Chhattisgarh. Both the developments will come into effect around early September. iNext Indore, a 20-page coloured tabloid will be initially circulated as an add-on with Nai Duniya. Later, it may be converted to a standalone newspaper. The newspaper costs `1 in all the other cities where it is present. iNext reaches 12 cities apart from Indore, including Agra, Allahabad, Bareilly, Dehradun, Nai Duniya.” Gorakhpur, Varanasi, Jamshedpur, Kanpur, The company has also planned to bring in a Lucknow, Meerut, Patna and Ranchi. All the edi- new and fresh look for Nai Duniya’s Madhya tions are bilingual, covering the city news along Pradesh and Chhattisgarh editions. with substantial national news. In MP and Chhattisgarh, the layout and design The newspaper was launched in 2006, while of the newspaper will be made more colourful the online version was launched in January this and contemporary, with the price remaining the year. A new team has been formed for the new same. The Hindi daily will continue to have the editions of the paper, which will be headed by supplements, Tarang, Nayika, Glamour Duniya, Salil Tandon, vice-president, Nai Duniya. iNext Spectrum, Sehat and Yuva. However, these, too, is headed byy, Alok Sanwal, editor and projectp j Tandon and Sanwal: the youthful look will undergo design changes. For the record, Jagran Prakashan bought over hehhead. the Hindi daily, Nai Dunia early this year. The Tandon says, “Indore needed such a kind newspaper was originally launched in 1947 by ofo product. The city is full of youthful people. Narendra Tiwari, Babu Labhchand Chhajlani and iNiNext, with its cheerful and fun content, will Basantilal Sethia. „ ccomplemento a comparatively serious offering, [email protected]

Coming Up

TV.NXT is one of the biggest platforms that brings together industry leaders to discuss the trends and issues of the broadcasting industry. News Bureau

t around 150 million TV homes, tion becomes messy and structural views and thoughts in the areas that sterling presence of more than 60 India is the world’s second problems continue, Indian TV firms matter. leading media personalities of global Alargest TV market. Every glob- have seen operating margins erode Attended by broadcast honchos, and Indian repute. al TV major – News Corporation, over the last five years. TV.NXT, advertisers, investors, senior man- ABP News is the present- Disney, Viacom, Turner, Sony, India’s only event on the business agement professionals to various ing sponsor, while Dolby Digital Endemol, BBC, Celador, Fremantle of television, tackles these issues key suppliers to the TV broadcast is the associate sponsor for the among others – is present in this and more. industry, TV.NXT is a must-attend event. TV.NXT is supported by market and doing very well. This is TV.NXT is the biggest event on event for media professionals. In its Casbaa. „ in addition to large and profitable the Indian TV industry. It is the big- third year, the event boasts of the [email protected] local firms such as Zee, Sun or Balaji gest platform devoted exclusively Telefilms. to the emerging trends, issues and Presenting Sponsor Associate Sponsor The TV business has seen a huge state of the broadcast industry in amount of growth and investment India. over the last decade or so. But The third edition of the two-day Supported by size and profitability remain issues. event will bring together top global As fragmentation increases, regula- and Indian leaders to share their

50 afaqs! Reporter, September 16-30, 2012 60$57,'($

GOOGLE MAPS Navigating through Live Updates Google has introduced two fresh features for Google Maps in India; Indians will be able to access free voice-guided GPS navigation on their Android smartphones and view live traffic information on desktop and mobile devices. News Bureau

oogle has introduced two new features to find local PPuneune andand Hyderabad.Hyd Users can for Google Maps in India. These include destinations by chcheckeck currentcurren traffic conditions Gturn-by-turn voice-guided driving direc- typing or speak- bbyy enablinenablingg the “Traffic” layer tions through Google Maps Navigation (beta) ing an address oonn maps.google.co.inmaps.goo (for desk- and live traffic information for major cities. or business ttopop browsers)brows or in Google For the record, Google Maps Navigation is name (current- Maps forfor mobile (on their an internet-connected GPS navigation system ly, voice search smartpsmartphones).h Also, desk- that provides turn-by-turn voice-guided driving is only available ttopop ususers of Google Maps directions as a free feature of Google Maps for in English). ccanan eeven review “typi- mobile on smartphones running Android version Google’s ccal”al” traffic conditions 2.2 or later. search tools aim oon a given road on As part of Google Maps for mobile application, to simplify the specific days and at Google Maps Navigation automatically accesses process of navi- specific times. On the latest information about roads and points of gation by assistingg every platform, interest from Google’s online mapping services the user in intel- traffic informa- without the need for any manual data updates. It ligent ways. Forr ttionio is displayed in a sisimplem and readable ccolourolour scheme.sch Google Maps Live traffic information is available on Google NNavigationavigation alsoalso takes traffic data Maps for Bengaluru, Mumbai, New Delhi, iintonto account whewhenn calculating direc- tions. This will help ususers to automatically Chennai, Pune and Hyderabad. bbee routed around areas of majorm congestion if a faster alternative route is available nearby, Google is pertinent to note here that Google Maps app instance, misspelled or ambiguous queries are claims. is a free download from Google Play and Google corrected and clarified, without requiring the user Speaking at the launch of the service, Darren doesn’t charge users for access to navigation. Also, to enter an exact address and quickly calculate the Baker, product manager, Google Maps, said, the Google Maps app requires an internet con- optimal route from origin to destination. “Our goal in developing Google Maps is to nection and users are responsible for any mobile In addition to Google Maps Navigation, which provide users with the most comprehensive and data charges they incur while using the app. is accessible to Android users anywhere in India, accurate online maps in every country, and to Google Maps Navigation includes features of live traffic information is now available on Google share the features and benefits of Google Maps as Google Maps for mobile such as Google search Maps in India for major roads in the prominent cit- widely as we can.” „ and voice search capabilities, which allow users ies of Bengaluru, Mumbai, New Delhi, Chennai, [email protected]

Stories featured on this page highlight innovative usage of media using various vehicles like print, broadcast, digital and out-of-home.

afaqs! Reporter, September 16-30, 2012 51 1(:622+ KBC Going All Out Post the TVC and the KBC van activity, the OOH campaign is spread across 30 cities and comprises outdoor creatives and innovations executed over 13 sites. By Jhumur Nandi

aun Banega Crorepati (KBC) is back not only on television but also outdoors. The Kshow, which always makes its presence felt on television, does the same on the out of home (OOH) route through various innovative execu- tions during each season. The current season of the show began on September 7 and for its announcement, the chan- nel had rolled out a high-decibel OOH campaign with a number of innovation-led OOH creatives along with the regular ones, a van activation and a television campaign. All the innovations were backed by LED, backlit

MEC: VIEWERSHIP TO RISE BY 10 PER CENT countdown innovation, wherein huge 3D cut-outs of Amitabh Bachchan (the host of the show) and s Kaun Banega Crorepati (KBC) starts luring audiences with the power of knowledge on extended weekends, the countdown number jutted out from the top of AMEC has predicted that the property is expected to deliver 10 per cent higher viewership compared to its the mobile van. The countdown number, along last season. wwithith ththee posturepo of Bachchan, changed every MEC, which conducted the study in partnership with Meritus Analytics India, statesstates that dadday.y. At Juhu JVPD circle, double mobile unlike the IPL, which had a consistent history, KBC has seen changes in the broadcastt chan-chan- vansvav ns wwere used while single such van was nel, time band and anchor over the years. placedplac at Mahim Causeway. The key influencing factors that helped MEC infer the KBC growth were programmeme Also, depending on the requirement promotions on the channel, network and also other channels, promotion across otherer anda availability of OOH options in media like radio and newspapers, search volume index as a measure of viewer buzzz differentd cities, various OOH media and the base channel share of the airing channel. and formats such as hoardings, back- Based on this methodology, MEC estimates that KBC’s rating for the opening weekend will be 5.4 TVRs among adults in the 15+ age bracket, SEC ABC, All India. lit bus shelters, non-lit bus shelters, This is a 10 per cent increase over the opening TVR of 4.9 in the last season. busb side panels, backlit kiosks, station It is pertinent to note here that the approach used by MEC for the KBC rating fore-- hoardings,h unipoles, gantries, utilities, cast is based on the insight that the increase in TVRs for a new programme dependsds MUPIsM and mall media were included on a combination of increase in people using television (PUT) and people already viewingwing in the campaign. About 850 sites across television moving to the new programme from their regular programming. MEC and MMerituseritus HindiHind speaking markets (HSM) in India built a statistical model using a set of TV shows to understand the factors affecting PUT and were includedin in the campaign. channel share for such non-sports programmes. The two special innovations had been execut- Geetha Shiv, national director, analytics and insight, MEC, says, ‘‘The performance of this season of KBC will ed across 13 sites - seven sites in Mumbai, three in be followed closely by media and clients given that the last season had helped Sony displace competition. MEC’s Delhi, and one site each in Kolkata, Ahmedabad initiative in estimating ratings of such high expectation properties like IPL, World Cup and now KBC, is part of our and Pune. endeavour to deliver insights that help our clients in formulating their investment decisions.’’ Anil Vohra, managing director, Media Circle, According to Sunder Muthuraman, managing partner, Meritus Analytics, for big properties where the cost says, “Sony wanted to create a buzz around its of association is high, the rating the programme delivers can be looked at as a very simple measure of ROI. very important property, KBC, which has come ‘‘We have used the best statistical methods to estimate KBC ratings. Our finding that KBC advertising on other after a gap of one year, and register as top of mind channels had the highest impact on the increased PUT of the programme time slot seems to suggest that a amongst the TG (target group) as in this season, substantial part of the increased rating is likely from viewers of other channels and time bands tuning into Sony the show is aired during weekends. The tagline, during KBC.’’ ‘Sirf Gyaan Hi Aapko Aapka Haq Dilaata Hai’, is being aired across all media; hence the same com- munication continues in OOH, too.” KBC logos and huge 3D cut-outs, used differently The challenge faced in the execution of the on each outdoor creative. For instance, a 40X40 It had to be innovations across five cities was to complete them feet hoarding at Sion Chunabhati in Mumbai was ensured that each on time, to coincide with the regular campaign. backed by LED, where the countdown changed Also, each day in each countdown innovation every day and the KBC logo was backlit. At day in each countdown across cities, it had to be ensured that the count- Mahim Causeway, three 40X20 hoardings were down coincided. The campaign started on August put together which showcased the countdown in innovation coincided 29 and lasted for 10 days. The campaign has been the middle, with backlit logos on both sides. executed in 30 Tier I and Tier II towns. „ Another innovation was a number cut-out across cities. [email protected]

52 afaqs! Reporter, September 16-30, 2012 1(:63(23/(

A round up of some major people movements >> MOVEMENTS/APPOINTMENTS<< in the last fortnight

MAINLINE MEDIA cCann Erickson this he will also part- n a recent development Joy Chakraborthy Mhas appointed ner Soumitra Karnik, Iheaded back to Bennett Coleman and Co Sambit Mohanty as national creative direc- Ltd (BCCL), the parent company of The executive creative direc- tor, Dentsu India Times of India Group of Publications as tor (ECD). He will be Group on selected pro- director, Response, and starting his second based in the agency’s jects. Prior to joining stint with the Times Group. Prior to this, Delhi branch. Mohanty Dentsu Creative Impact Chakraborthy was CEO at the TV Today comes in from Bates, ,Mukherji was VP and where he held the same senior creative director position. SUSHIL KUMAR at JWT. Jayanto Banerjee SAMBIT MOHANTY SHANTANU MUKHERJI Meanwhile (Banjo, as he is better Sidheshwar Sharma known) joined Hakuhodo Percept as national joined BBDO India as regional business director planning director. Banerjee will guide the plan- for the BlackBerry account. He will be in charge ning function and spearhead ‘I-HPPL discovery’, of both the regional as well as local business for the consumer knowledge centre that focuses on the brand. Based in the agency’s Mumbai office, understanding youth in India. Banerjee also comes he will report to Ajai Jhala, chief executive officer from Bates India, where he was executive vice- (CEO), BBDO India. Sharma moves in from president (EVP) for the past four years. Grey, where he worked closely on the Reliance- JOY CHAKRABORTHY ANAND CHAKRAVARTHY Bates India moved fast to fill the gaps left by 3G account. people moving out. It has taken on board, Sourabh Santanu Bhattacharjee moved to Allied Media, Network. At BCCL he replaces Sujoy Ghosh, Mishra as national planning head and group chief the media planning, buying and evaluation arm of an old hand at BCCL, who has called it quits. strategy officer. Mishra moves in from Saatchi & Percept as business head, Panasonic. He will man- Anand Chakravarthy, chief marketing offic- Saatchi India, where he was chief strategy officer. age Panasonic’s account for all the categories of er, Reliance Broadcast Network (RBNL) has He will based in Mumbai and will lead strategic the brand at a national level. Bhattacharjee will be taken on additional charge as business head for planning and brand management at Bates across based in Delhi and will report to Surbhi Murthy, its joint venture (JV) television network, Big its offices in India. AVP, Allied Media. The agency has also CBS. In his extended role, Chakravarthy will Creative agency Draftfcb Ulka has roped in appointed Shilpa Dhanu as head, M3 Project and be responsible for the overall profit and loss, K Naresh Kumar as VP, Strategy Team. She will handle Centralised Data along with brand development for the English planning for its Delhi Analytics Cell and will report to Shripad Kulkarni, channel portfolio, including Big CBS Prime, operations. Kumar will CEO, Allied Media. Big CBS Love and Big CBS Spark. help the agency sus- After spending a little over two years at the The Network18 group has appointed tain and strengthen creative agency Grey, Vishal Bhatnagar, erstwhile senior VP and the credentials that are Karan Rawat the ‘Killer regional head, North and East, CNBC-TV18 the building blocks of jeans boy’ has put in and CNBC Awaaz, creating brand wealth his papers. At Grey as national revenue for the clients of the India, he was working head for CNN-IBN agency. Earlier, Kumar as ECD, while his next replacing Sterling was working as an destination remains Ferreira. independent brand, SOURABH MISHRA unknown. Though Gujarat Samachar marketing and business largely known for his has decided to set strategy consultant for the past six years. work on the Killer foot in the television The Dentsu India Group continues to make Jeans account (while broadcasting space senior level appointments, as the group has taken KARAN RAWAT at Enterprise and then with Aas Pas TV, on board Shantanu later at Grey), some of the television ban- Mukherji as ECD the other key brands he worked on at Grey ner under which it VISHAL BHATNAGAR for Dentsu Creative include Reliance Communications, Adani Group plans to launch its TV Impact, which is the business. As a part of the project, the com- third full-fledged pany roped in Nilesh Thakkar for its television advertising agency of ALLIED broadcasting business as director, sales and the Dentsu network marketing. Thakkar will be responsible for cre- in India. Mukherji uresh Balakrishna CEO of Brand ating advertiser-funded programmes (AFPs) will work with the SProgramming Network (BPN), the third and will report to the publisher and manag- leadership team on agency under IPG Mediabrands stepped into ing director of Gujarat Samachar, Shreyans S brands such as Maruti, an extended role Shah. Tetrapak and Max as CEO, Lintas English daily DNA has appointed Chetan K NARESH KUMAR India. Along with Initiative Outdoor. Pratap as general manager, marketing. Pratap Based in Mumbai, comes in from Religare, where he was VP, DIGITAL Balakrishna will now marketing. As part of his new role, he will be head BPN as well responsible for marketing and development of dvertising and video monetisation player as Lintas Initiative brand at a national level. AVdopia roped in Preetesh Chouhan as VP Outdoor, handling Sunder Aaron, EVP, Sony Pix, has put in his and sales head for APAC region. In his new the out-of-home papers, ending a 10-year stint with the MSM role, he will aim to establish Vdopia’s footprints business for the (Multi Screen Media) network. Aaron joined in Southeast Asia and propagate the growth agency across the MSM (then Sony Entertainment Television) SURESH BALAKRISHNA through organic and inorganic developments. „ country. „ in 2002. „

afaqs! Reporter, September 16-30, 2012 53 1(:6(9(17

Presented By

Keynote address ‘Middle India’ is where the growth is happening today. That’s what speak- The size of adult demographic of ers opined while discussing India real India is thrice that of the metros. While it is believed that regional beyond metros at the fourth edition languages are at the heart of India, of 1O1 Market: India Beyond the even commercial language in India Metros, that was organised by afaqs! is showing huge growth. 30 million and presented by Zee Bangla. Some people in the metros speak and read excerpts from the English, while 70 million people in presentations and panel dicussions. real India know and speak it.

LYNN DE SOUZA, &+$,53(5621$1'&(2/,17$60(',$*5283 Presentations

Marketing strategy is India is a country which has Becoming a strong simple; just go where your made large corporations buckle regional player automatically consumers are. But yes, down on their knees and come puts a brand in the tactically, you do need to out with solutions that are national league. strategise differently for much localised. different markets.

NANDA KISHORE SETHURAMAN, +($'0$5.(7,1*%2, PARAG DESAI, (;(&87,9(',5(&725:$*+%$.5, MITRAJIT BHATTACHARYA, 35(6,'(17$1'38%/,6+(5 $;$,19(670(170$1$*(56 7($*5283 &+,75$/(.+$*5283

Non-metros are definitely Household premium-ness growing faster than the index (HPI) is a more direct metros. Even in West Bengal, classifier of households than SEC growth is faster beyond and is a measure that explains Kolkata - the metropolis, the consumption behaviour better middle-rung cities are the new than other classifiers. growth pockets.

SUJOY KUTTY, (93$1'%86,1(66+($'=((%$1*/$ SRINIVASAN RAMAN, (;(&87,9(',5(&725+$16$5(6($5&+

54 afaqs! Reporter, September 16-30, 2012 1(:6(9(17 Opportunities in rural India

Though readership of TV channels are using the English dailies is only nine per regional influence as a chance cent of the total, it garners 50 to craft their content strategy per cent of total ad-revenue; to drive growth. Saathiya on Hindi contributes about 26 Star Plus , with a Gujarati per cent and other languages lead, scores 5 TVRs in Gujarat contribute about 24 per cent. against 2.5 in the North-west.

NP SATHYAMURTHY, 35(6,'(17$1'+($'08'5$0$; VANITA KESWANI, &220$',6210(',$6,*0$

The moment you move Since it is now imperative Marketers will have to create a out of the metros and to include regional in the much better brand experience choose to conduct any form complete media plan, agencies with the consumers, especially of communication in the should start hiring people who through traditional media and local language, it attracts specifically understand that localisation. huge response and, therefore, region and thus its language. translates into higher sales. BISHWAJEET SAMAL, +($'0$5.(7,1*&20081,&$7,21 PM BALAKRISHNA, &22$//,('0(',$ PESHWA ACHARYA, &0221:$5'02%,/,7< 92/.6:$*(1*52836$/(6,1',$ Symbolic pride in hailing from Tier III

Notice how, these days, In India, people switch between brands we like vertical hierarchies with great ease. that clearly position any Our segmentation is redundant given stratum as inferior in and hierarchies are breaking comparison to another. down for sure.

PARTHA SINHA, 0$1$*,1*3$571(5%%+ SURAJA KISHORE, 1$7,21$/3/$11,1*',5(&72538%/,&,6$0%,(1&(

Today, on one hand, we see urban youth vying for a break At heart, the youth is similar; from social networking and the ways of expressing on the other hand, there’s an themselves is what differs increase in the degree of greed across regions. on part of our non-urban youth to get connected.

AMIT KEKRE, 3/$11,1*+($'08'5$:(67 GAURAV CHATTERJI, 6(1,25675$7(*,&3/$11(538%/,&,6$0%,(1&( ALL PHOTOS BY FOTOCORP

afaqs! Reporter, September 16-30, 2012 55 ,17(59,(: MARLENA PELEO-LAZAR AND MATT BIESPIEL “Brand McDonald’s is not Confused” Recently, afaqs! Reporter team met up with McDonald’s chief creative officer Marlena Peleo-Lazar and its senior director, global brand development, Matt Biespiel. They spoke about the perception surrounding McDonald’s and how it will continue to build on the nine year old communication slogan, ‘I am lovin’ it’. By Prajjal Saha and Anushree Bhattacharyya

TTherefore,her we continuously look at all our stake- hholders,old keep a tab on their eating habits and give tthemhem different options in our menu. FFor example, in certain parts of the world, eeveryvery single Happy Meal comes with a fruit; in ssomeome countries, the Happy Meal is served with a ddairyairy product; and in some countries, we even give aann optiono between chicken nuggets, hamburgers aandnd fifish. WWe’re part of people’s diet. Our average cus- ttomerome comes to McDonald’s two and a half times a mmonth.o We want to make sure that those two and a hahalfl times, they have a range of choices.

IsIs brandbr McDonald’s confused - what do you standstan for? Peleo-Lazar:Pele I don’t think that brand McDonald’s isis confusedco at all. We are at the core of what we alwaysalway have been, that is providing choice. As a company,comp one of our values is to provide options inin ttheh things that consumers want. Also, people areare alwaysa looking for options and so we work to produceprod more indulgent choices. WeW talk to consumers all the time, particularly moms and their children. And in terms of nutri- eleo-Lazar and Biespiel talk about how consumer’s viewpoint and that was a big turning tion for children, we try to make food filled with a nine year old communication that still point. Rather than us telling the consumer that ‘we fun. Premains relevant. want you to act or feel this way’, the campaign was Biespiel: McDonald’s is the original social net- What is the key to the success of your global entirely based on the consumer’s perspective and work. It is a community and we have people campaign ‘I am lovin’ it’, which has been run- was very insightful. coming across from all walks of life. We are open ning for a decade now? We launched the campaign in a big way in 118 for all. At the heart, we are a family restaurant. A Biespiel: Yes, it is the longest running only global countries and in many languages. This was the place where a mom and her kid can come and a campaign in our company’s history and a big factor first global campaign for McDonald’s in its history. dad can bring his family. in our business growth. The campaign, ‘You deserve a break today’, which In many parts of the world, going to McDonald’s Peleo-Lazar: Our consumer, which is one big lasted for 18 months, started off as a musical, tell- is a special occasion, while in some parts of the family, uses different tones to talk to different ing stories and infusing energies. world we play a much more functional role. We people. For example, a young boy will speak to his want to have the right things in our menu and sister in a tone which will be different from the How has the campaign evolved over the would like to be at the right places whether one way he speaks to his aunt. So in our communica- years, especially in a market like India? wants to have casual Saturday dinner or a quick tion we have designed chapters which feature all Peleo-Lazar: Just compare a commercial from bite on her way to work. And we have done well these characters from the family and tell a story two years ago to the recent one featuring a young in markets where it was thought to be impossible. about McDonald’s. Interestingly, the stories have boy as Ravana. You’ll see a dramatic difference on been designed in such a manner that they are con- how we are projecting the brand. The change that What challenges does a market like India tinuously evolving and that is the reason we have we made in 2010 was more about ensuring that offer? been able to keep it fresh. everybody truly understood the character of brand Biespiel: The challenge for a company of our I always get stopped by people and they ask me McDonald’s. size is that you have to pick and choose where you how long will you go on. I say it will always go on. will invest your dollar. Currently, we have 248 Moreover, we have freedom within a wide frame- What role does a brand like McDonald’s play restaurants in India, which is not nearly enough work to create new stories every day. Therefore, in people’s life? given the population, the size of the market and our stories are locally and culturally relevant. We Biespiel: McDonald’s has always been a place the emerging middle class. don’t think we are going to run out of ideas. ‘Love’ for kids. It is a place which allows kids to be kids, Besides, we are literally introducing our brand is a universal emotion and it allows you to stretch where they can come and have fun. Our found- to a billion people every day. And, you get only one our communication all the time. ers - Richard and Maurice McDonald - call it a chance to make your first impression. So when ‘happy place’, so we try to keep the spirit alive. We we work with the Leo Burnett team, the focus is So how did it all begin? have kids all around the world who love coming always on ‘how do we introduce ourselves’, and Peleo-Lazar: The campaign was a way to infuse to McDonald’s. Nonetheless, our customer base say ‘hello’ to so many Indians who don’t know us. the brand with energy and life and announce is not restricted to only kids. There might be a That is why we focus so much on the character of ‘McDonald’s is here’. The original campaign start- perception that we are a place for children but we the brand in our communication for India. „ ed off with individual stories that captured the believe that McDonald’s is a family restaurant. [email protected]

56 afaqs! Reporter, September 16-30, 2012 1(:622+ DEL MONTE Saucy Stuff Students were invited to showcase their artistic skills by sketching with the four flavours of Del Monte. By Jhumur Nandi

ood meets art at Del Monte’s unique engage- ment initiative, interestingly called Sketchup Fcontest. Through the activity, the processed food and beverages brand gives consumers a chance to discover the artist in them with the help of Del Monte’s colourful and delicious range of sauces. In Delhi, the Sketchup contest was executed on August 23 at the Hindu College campus, wherein the Del Monte team invited students to showcase their artistic skills by sketching using the four fla- vours (and thus, the four colours) of Del Monte. The students were free to draw anything of their choice. The images of the sketches were uploaded on the World Foody page on Facebook. The picture with maximum number of Likes will get to win laptops and smartphones. The contest aims to connect with consumers, enabling them to showcase interesting pieces of art drawn using Del Monte sauces such as Tomato “Innovation is the hallmark of our brand. Sketchup for food with art in a fun-filled manner.” Ketchup, Zingo, Twango and Mustard Now. is a first of its kind initiative to innovatively engage As part of Del Monte’s key consum- The artwork entries featured imaginative designs with the youth who are key influencers in the er connect initiatives, Sketchup started in such as ketchup gardens and cartoon characters, ketchup and sauces category. This is to unleash mid-August in Bengaluru and lasted till the first among others. their imagination in a creative manner and bring week of September. The activity will also cover Speaking about the initiative, Yogesh Bellani, them closer to brand Del Monte. The contest pro- Mumbai. „ chief operating officer, FieldFresh Foods, says, vides a platform to food lovers to blend their love [email protected]

Sanyal: on challenges while TATA INDICOM executing the innovation to make that critical differ- Slashed! ence. With this one, 20 per cent increase in product off-take are the results.” The broken billboard, highlighting the campaign The client brief was communication, ‘Aab Adhey Me Ban Jaye Baat’, has been to promote the half rate strategically placed near metro station. By Jhumur Nandi scheme through media innovation, clutter break- ing thought and unique et down at Jhilmil Metro visibility and thereby build station in Delhi and what a strong brand connect and percep- Gattracts your eyes is a half- tion for the new plan. The location broken billboard. It hasn’t broken was selected due to its strategic naturally but is an interesting way importance as well as the type and to draw attention to Tata Indicom’s volume of traffic that it commands. new pack - Special tariff voucher Dipankar Sanyal, chief operating (STV) 23, wherein the calling ben- officer, MOMS, says, “The chal- efit is doubled while expense falls by lenge faced while executing the half. Hence the campaign is called campaign was to remove the entire ‘Aab Adhey Me Ban Jaye Baat’. structure, erect the half structure The idea behind breaking the with heavy crane, make it trip over 20X8 feet billboard into two halves the iron platform and keep it fixed is to communicate the campaign there without disturbing and creat- message that highlights how a cus- paise/2 second local/STD’. Commenting on the campaign, ing nuisance on the road/traffic.” tomer can get all the benefits at Keeping in mind the brand image Ajit Chaturvedi, hub head, Delhi, The campaign started on August half the cost. Thus, half of the and perception, MOMS, the out of Tata Indicom, says, “The objective 1 and targets consumers in the age billboard is upright while the other home division of Madison, planned was to communicate our half rate group of 15-55 years. It took around part is shown falling apart. The and executed this campaign using tariff proposition interestingly and four days to execute the innova- upright part displays the message, core sites at select locations fre- innovatively. For an outdoor cam- tion. „ ‘Aab Adhey Me Ban Jaye Baat - 1.2 quented by the target group (TG). paign, the visual has to be striking [email protected]

afaqs! Reporter, September 16-30, 2012 57 1(:622+ MOTHER’S PRIDE Out of Respect Called ‘Teacher’s Touch’, the two-month activation pays tribute to over 2500 teachers across 50 branches of Mother’s Pride and Presidium schools. By Anushree Bhattacharyya

hat started as an initia- are you are more familiar with tive has turned into a your previous employer, your gro- Wfestival of celebration cer or your newspaper delivery boy that thanks teachers, who play a than your teacher. How many of vital role in the lives of all children. us keep in touch with our teach- Conceptualised by Out of the Box ers? The brief given to us was to and called Teacher’s Touch, the elevate the status of teachers - not two-month long activation has just the teachers of Presidium and been launched across 50 branches of Mother’s Pride and Presidium Teachers schools, as an effort to thank over 2500 teachers for years of selfless were given a dedication. The activation, which began on personalised book July 1, concluded on Teacher’s that salutes their Day on September 5. In the first phase of the activa- good work tion that kicked off the day after summer vacation got over, all the Mother’s Pride, but all teachers. teachers were asked to They are the unsung heroes who leave a thumbprint on a were photographed by professional photographers ought to receive far more respect.” big poster that honoured and each photograph captured a special expression Furthermore, the agency has created a Facebook teachers and teaching. of each teacher. From September 1 onwards, big page, ‘Teachers Touch’ (facebook.com/teacher- This was followed by banners featuring a life-size photograph of each stouch), which extends the campaign on the social a special SMS service, teacher were hung on the corridors of each school. media platform to spread the message to other wherein a new message Also, as a part of the activation, teachers were schools as well. Already, the page has gathered was sent to the mobile given a personalised book that salutes the good 4,500 Likes, created conversations between 4,800 phones of all teachers work done so far and urges them to keep up the people and the viral message has reached 11 lakh every morning at about good work, and a personalised mug with the mes- people in Delhi and National Capital Region 7:30 am, before they sage, ‘I have the touch’. (NCR). The Facebook page also carries personal began their day. Explaining the concept, Viral Pandya, chief tributes to teachers from various people. „ Next, all teachers Pandya: an ode creative officer, Out of the Box, says, “Chances [email protected]

BACARDI Weekend Fun is Back This year, the festival will travel to three cities and will be organised with more than 200 artistes and six stages in every city. By Jhumur Nandi

acardi brings back the third edition of its multi-genre Bmusic festival, Bacardi NH7 Weekender in a much bigger for- mat. This year, the festival will travel drum and bass and reg- the DJ will play reggae, funk, jazz, to three cities – Delhi, Pune and and electronica stage gae music. salsa and other music. Bengaluru for three months, com- named as Eristoff A brand new stage Manish Seth, director, market- prising of more than 200 artistes and Wolves Den, the will be introduced ing and sales, Bacardi India, says, six stages in every city. Dewarists stage (named this year - The Fully “Bacardi believes in bringing peo- The six stages play different gen- after the label Dewar) Fantastic Indie Stage ple ‘together’ and Bacardi NH7 res of music based on the various will play folk and fusion - dedicated to rising Weekender is a true affirmation of labels of Bacardi, as every label is music. Also, Bacardi Seth: bigger platform new bands. In addi- that belief. Now we bring the festi- connected with a certain genre of Black Rock Arena will tion, there is a brand val back with a bigger bang by taking music. Thus, while vodka brand host rock and metal music, and new Bacardi Breezer area with crazy it to three cities.” „ Eristoff will host the popular dance Dub Station stage will play dub step, costumes and insane colour, where [email protected]

58 afaqs! Reporter, September 16-30, 2012 1(:622+ POGO Learning the Art Using Chhota Bheem as inspiration, trained personnel appointed by Pogo taught kids basic self- defence techniques to protect themselves and those around them. By Jhumur Nandi

ids always try to imitate their favourite cartoon characters. KThey want to look like them and act like them. Taking this con- cept to the on-ground level, kids channel Pogo has launched a school contact programme, ‘Chhota Bheem ka Fatafat Formula’ that encourages kids to become like Chhota Bheem and fight evil bravely. SUSHIL KUMAR The activation tusght basic self- defence techniques to young school “School contact children to protect themselves and programmes are an those around them. Using Chhota excellent platform to Bheem as inspiration, trained person- nel appointed by Pogo taught kids bridge the gap between from standard 1 to 8 simple manoeu- kids and the channel.” vres, that will help them to protect MONICA TATA themselves and escape unharmed from dangerous situations. The sessions were designed to Networks South Asia, Turner International be fun, interactive and engaging, The activation has been India, says, “Pogo understands the influence that providing an optimum learning envi- carried out across 550 schools its shows and characters have on children and ronment for the children. At the hence, has always aimed to engage them through end of the session, certificates from in six cities. various innovative and constructive initiatives. Chhota Bheem along with some The idea behind this year’s school contact goodies were given to kids. schools across six cities in India that included programme is to not only to entertain kids In Delhi, Chhota Bheem ka Fatafat Formula Mumbai, Delhi, Bengaluru, Kolkata, Ahmedabad but also teach them simple techniques to covered 80 schools. To add to the excitement, and Chennai. protect themselves and their friends Chhota Bheem also made a surprise visits to the Through this programme, Pogo aimed to from harmful situations, just like schools and entertained kids with a special perfor- empower children with the importance of safety in Chhota Bheem. School contact programmes are mance which encouraged children to participate in day-to-day life, while imparting basic self-defence an excellent platform to bridge the gap between the actvity whole heartedly. techniques to school children. kids and their favourite channel and cartoons.” „ The one month long activation covered 550 Monica Tata, general manager, Entertainment [email protected]

MTS Keeping in Touch The 30 feet X 15 feet billboard highlights the campaign’s concept of connecting with the world through MBlaze Ultra.By Jhumur Nandi

nternet is one of the easiest modes ments in the billboard are back-lit to stay in touch with the world. by LED lights. The globe consists IMTS has highlighted this idea of small icons of social networking over a 30 feet X 15 feet billboard on sites, blinking randomly to represent The three elements cuting the billboard was to display Gaurav Tower Flyover, J L N Marg the punch line, ‘See the internet the complete innovation to the pub- in Jaipur, where it has displayed con- world in a new light’. are lit by lic in a time frame of only three-four nectivity with the world through the Sandeep Yadav, COO, Rajasthan seconds. Hence, it was important to MBlaze Ultra. Circle, MTS India, shares, “Our LED lights. set the timer of icons flashing within The billboard displays the cut-out brief to the agency was simple – to the available slot. The outdoor inno- of the MTS dongle and a globe. The showcase the power of connectivity approach in terms of creativity rep- vation is executed by N S Publicity. ‘connectivity’ is shown by the bars using social media using the product. resenting a complete solution for all The company plans to extend similar of the network strength symbol in MBlaze Ultra is a premium cat- internet needs.” innovations across the state. „ between these two. All the three ele- egory product and needed a distinct The major challenge while exe- [email protected]

afaqs! Reporter, September 16-30, 2012 59 %<,19,7$7,21 Well-known professionals write on issues that they feel passionately about

THOMMEN JOSE The Power of Ads

ne day, the grumpy old car advertisement with a shaadi in man next door (whom, it - badhiya setting, badhiya!” He said after the episode here, with a flourish, tapping my shoulder I started calling ‘uncle’), like I made the ad. Oberated me for washing my own car. Check. He said I was spoiling my driver. *** Though I pointed out that it was a Sunday and I and my family was Pinky (name definitely changed) going out, he didn’t seem to budge is the maid of another neighbour from his view that I was setting a bad whom, me and my wife were hugely example for the other drivers. surprised to discover, was a maid. “I am sorry, but can I wash my She was very pally with the kids, bike then?” I was about to ask his went out for evening walks with the permission when he saw the golden lady of the house, shouted out the beer can from which I was swigging purchase list to the guy and above all and huffed away shaking his head. I was very pretty. So when we were was a bad example to everybody in looking for a maid, my wife had only the apartment complex, it seemed. one brief: This happened a few months ago. ‘Somebody who didn’t look like Two weeks back, I bumped into Pinky.’ the same grumpy again and as luck One day I saw Pinky hanging would have it, I was washing my out clothes in a sari and I stopped car. As I braced myself for the angry dead on my track. It was straight out missive, fortifying myself with a swig of a popular deodorant ad. While from the golden can, he did the all I could do was hide and peep, unthinkable: He smiled at me. our dude-looking plumber ventured forth boldly. “Haven’t seen you lately,” he said, He appeared out of nowhere stopping to admire the shiny black and began chatting up Pinky. He gleaming through the trickling drop- personally gave her the lets. information that the piped water “Er... I was travelling.” I barely $QDGYHUWLVLQJSUDFWLWLRQHUWUDFHVVRPH would be salty till noon as the RO managed to conceal my astonishment. was being cleaned - something which “How are you...uncle?” RXWVWDQGLQJHYHQWVDURXQGKLPWRDGV had been up on the bulletin board the “I am good,” he said, plucking out past two days. But Pinky appeared an errant thread from the wash cloth astonished to hear the news and gave off my hood. “Why don’t you drop have to also buy space by paying extra ered parking slot. So when he bought him a look of absolute gratitude. by my place sometime?” to park your car. It is like somebody an equally expensive car, I could not Many months later, Pinky was As he walked away, he looked at who has the kind of money to buy an help but wonder where he would relieved of her services as a pack the golden can in my hand and said, apartment is expected to use public park it: Would he make space for his of condoms was found under the “It is going warm.” I leaned over the transport. spanking new vehicle by putting out master bed. hood of my car to stop myself from You can almost imagine the trans- the old Corolla? I brought it up with Shit happens. fainting. That evening I told my wife action with the realtor: him the other day. *** what happened. “I think he wants to play carrom Realtor: “The apartment is `1.25 “The car I bought for my There are some enthusiastic tykes with me,” I said. crore, has a separate pooja room.” daughter’s wedding,” he told me. who practice taekwondo in the park “But you are terrible at carrom,” Buyer: “Great, I will take it. What “It’s a gift.” next door. I am waiting for the day she reminded. about parking?” “Your son-in-law is sure a lucky they will change their ornamental, “How about chess, then?” I had to Realtor: “Oh, you have a car?” guy,” I was genuinely touched with cumbersome, flappy kimonos to find something. envy. vests. „ “Whatever, don’t forget to get The ‘covered’ parking is a luxury “I carefully selected the car myself your apple,” she said, latching on. most inhabitants reserve for their after watching all the car advertise- *** more expensive set of wheels. The ments which guys like you make,” second less costly vehicle, if they he sounded as if I made the ad which Parking is an urban nightmare. have one, is left out in the open. I hadn’t. (The author is a communication consultant In apartment societies, it is not just Our neighbour, a well-to-do busi- “I didn’t make the ad, but it sure is based in New Delhi. He is an avid enough that you shell a crore or nessman from Bihar, had a Toyota a nice car,” I assured him. traveller, adventurer and travel writer. more rupees for your flat but you Corolla which he parked in his cov- “It better be as this was the only Wanderink.com is his personal blog.

60 afaqs! Reporter, September 16-30, 2012 PESHWAPESHWA AACHARYACHARYA Chief Marketing Officer,Officer, Onward Mobility WhatWhat andand wwherehere hashas bbeeneen your bestbest bazaarbazaar bargainbargain so ffar?ar? TheThe nightnight market at Khan el-Khalili, Cairo, Egypt.Egypt.

Well Which has been the most uniqueunique desti-desti- nationnation tthathat you ever visited.visited. WhenWhen anandd why?why? TheThe awesome Grottos andand thethe peacefulpeaceful sea Travelled atat HalongHalong Bay (South(South Vietnam). We visitedvisited aboutabout four years ago. EnEnjoyjoy the huge Sampan ridesrides as it takes youyou back million of years.years.

TellTell us how have you managed to make If there is one place you can keep goinggoing a journey fun. backback to for a holiday, where would it be?be? UsuallyUsually allall journeys are fun withwith familyfamily andand ActuallyActually two places,places, If it’s an internationalinternational friendsfriends havinghaving foodfood andand locallocal cuisine, butbut thethe hop, I love going back to the citycity of London, bestbest was the 1000 kms of road journeyjourney across jjustust love it for its food, metropolis, ease and thethe French countryside,countryside, with the local wine ooff course mymy friends. If it is within the coun-coun- andand cheese and the abilitabilityy to drive till 11 pm, try, It is Goa, we don’t mind taking a holiday summersummer time, when it darkens around mid-mid- eeveryvery year constantly, never tires us… nightnight only.

TellTell us tthreehree goodgood thingsthings aboutabout trave-trave- AsAs a traveler,traveler, what’swhat’s your tip forfor thethe A gourmet gaffegaffe tthathat you wouldwould likelike to ling.ling. others?others? share.share. UnwindUnwind – without anyany timeline or datelines AlwaysAlways pre-plan holidays,holidays, with details, youyou ActuallyActually ordering the signature dish in a small LearningLearning – About the region, city,city, historhistoryy and cancan actuallactuallyy plan the experience yyouou want seasea side restaurant at South Vietnam, HalonHalongg geographygeography andand sometimes yyouou also could be delighted Bay,Bay, that turned out to be snails and which EnjoyEnjoy Food, cuisine, beverages of the the beyondbeyond your expectationexpectation.. youyou are supposed to break with a key, dip in country,country, city and region saucesauce andand sucksuck the snail outout . AndAnd usually do all this with your family and A colleague/co-worker from your indus-indus- friendsfriends trytry withwith whomwhom you wouwouldld likelike to go on WhatWhat hashas beenbeen your worst travetravell a holiday.holiday. moment?moment? WWhy?hy? When youyou travel, what is a must carrycarry UsuallyUsually I travel with mymy familyfamily (m(myy wife, son ActuallyActually traveling in one of the luxurluxuryy trains forfor you?you? andand daudaughter).ghter). inin EgEgyptypt and getting a Hindu meal, as I iPad, Macbook , Phones and swim wear waswas marked an Indian, Hindu meal meanst HaveHave you ever been surprised by the Vegetarian and finally convincing them to get When and where did your best holidayholiday tastetaste of food, outside India? WhereWhere?? NonNon Vegetarian…such are stereotypesstereotypes.. happen?happen? PleasantlyPleasantly surprised by the high quality SteaSteakk Till now, the best family holiday was the one atat Talindo’s steakhouse at Lagos, West Africa. WhatWhat is thethe bestbest souvenir you everever atat Egypt, especiallyespecially Hurghada,Hurghada, on thethe RedRed ReallyReally goodgood qualityquality steaksteak from SouthSouth Africa boughtbought forfor anyone?…. sea coast.. awesome RedRed sea coastal town andand andand also goodgood service (which is quite difficult ZambianZambian Emerald ear piece,piece, from Lusaka for reallyreally blue.blue. toto getget in LaLagos).gos). my wife. „ -2%6:,7&+ JOBSWITCH Post: Copywriter Location: Mumbai adequate experience of market Company: Cornerstone Email: [email protected] and thorough understanding Communications Pvt. Ltd ...... of branding. Must be able to Profile: We are looking for a person Post: Business Development win clients, have excellent who can not just write headlines, Executive communication skills, proactive, but contribute to the entire ideation Company: WITS Interactive Pvt Ltd result oriented, meet deadlines and process. Someone who can work Profile: Responsible for bringing in should be a team player. across multimedia platforms on high new business and co-ordinate with Exp: 1-2 visiblity brands. the Operations Team for smooth Location: Mumbai Exp: 2-5 and successful execution. Email: [email protected] Location: Mumbai Exp: 2-4 ...... Email: recruitment.cornerstone@ Location: Mumbai Post: Client Servicing Executive gmail.com Email: [email protected] Company: Widea Advertising Inc.- ...... (Wide Idea) Post: Head Online Ad Sales - Post: Jr. Visualizer Profile: Must be familiar with all worldoo portal Company: Akriti Adcomm Pvt. Ltd. aspects of brand communication, Company: Focus Circle Brands Pvt Profile: Strong conceptualizing business development LTD - focus kids skills to create designs that win Exp: 0-2 Profile: Naturally passionate about customers and make a difference to Location: Mumbai (Goregaon West) Sales. Ability to crack the sale deal their business. Good with Ideation, Email: [email protected] through knowledge of online sales. brand/corporate identity, BTL ...... Good communication skills (written and creative studio jobs. Develop Post: Sr. Account Director and oral). Should have a knack for innovative ideas for designing Company: Focus Circle Brands Pvt experimenting and zeal to explore campigns, Marketing Collaterals, LTD new ways. Product Catalogues, Brochures, Profile: Zeal to explore new ways Exp: 7+ POP’s, Direct Maliers etc. to make presentations,ppt,work Location: Mumbai Exp: Fresher or 1-2 yrs on the pitches should have ability Email: [email protected] Location: Noida to present concept/ideas with full ...... Email: sumitmalik@akritiadvertising. conviction. Multitasker and Team Post: Branch Head com player team Manager. Company: Focus Circle Brands Pvt ...... Exp: 3-5 yrs LTD Post: Manager Media Planning, Location: Mumbai Profile: Naturally passionate about Buying and Strategizing Email: [email protected] Account Planning. Responsible Company: Trinetra Focus ...... for entire branch workings. Zeal Communications Post: Copy Writer / Sr. Copy Writer to explore new ways to make Profile: Monitor progress of Company: Goldmine Advertising presentations, work on the pitches campaigns using various reporting Limited Motivates the team. tools. Be able to clearly convey and Profile: Monitoring the effectiveness Exp: 7+ years explain search engine best practices of advertising campaigns. Make Location: Pune to company associates and to clients. changes to the copy until the client Email: [email protected] Setup, manage and optimize CPL is satisfied. Attending or holding ...... based campaigns. Perform account/ meetings with account executives, at Post: Sr Manager/DGM - Online campaign hygiene & performance which time the client’s requirements Marketing checks. and core messages are discussed. Company: People Group Exp: 2.5 yrs + Exp: Minimum 5 yrs Profile: Lead online marketing Location: Mumbai Location: Delhi strategy and operations and deliver Email: [email protected] Email: [email protected] channel and online marketing ...... performance goals set by the Post: Graphic Designer Post: Group Head TO ADVERTISE, CONTACT: leadership team. Company: HUNT the creative hub Company: Goldmine Advertising Abhilash Singh Exp: 4-9 Profile: The incumbent should Limited (Delhi & Mumbai) Location: Mumbai have Good software and artwork Profile: Presenting creative work to Ph: 09999989454 Email: [email protected] knowledge (Corel draw, Adobe clients for approval or modification. Email: [email protected] ...... Photoshop, Illustrator, Flash) sharp Handling budgets, managing Priyanka Foman Post: Media Executive design sense, plausible execution campaign costs and invoicing (Mumbai) Company: HUNT the creative hub skills, team spirit and ability to clients. Writing client reports. Ph: 09819984998 Email: [email protected] Profile: With 0-2 years experience in handle assignments individually. Monitoring the effectiveness advertising/media buying agency. Exp: 3-5 yrs of campaigns. Undertaking [email protected] Candidates should be conversant Location: Mumbai administration tasks; To view other jobs in Marketing, with media software and have an Email: [email protected] Exp: 7-8 yrs Media and Advertising, log on to: experience in dealing with media ...... Location: Delhi http://jobs.afaqs.com houses, publications, electronic and Post: Client Servicing Email: [email protected], Join us on : facebook.com/jobswitch outdoor media channels. Company: HUNT the creative hub [email protected] Exp: 0-2 yrs Profile: The incumbent should have ......

62 afaqs! Reporter, September 16-30, 2012