November 1-15, 2015 Volume 4, Issue 11 `100 20 16

INTERVIEW Piyush Pandey A tete-a-tete with the author. RAHUL DA CUNHA OWNER, 23 DACUNHA COMMUNICATIONS

LIVON In and Out A look at Marico’s revamp of Livon. 26

24 SEASON 2 '$,/<%5($' First Look The ‘premium’ show will $1'%877(5 be accessible to the masses. DaCunha and team have kept the legend alive and PLUS well day after day for nearly half a century. A look at MAGGI An Early Diwali 22 how the brand is coping in the age of social media. DISCOVERY Real Heroes 24 LIV Next in Line 26

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This fortnight... Volume 4, Issue 11 EDITOR hen Sylvester daCunha created the Amul girl in the mid-1960s to rival Sreekant Khandekar W Polson’s butter girl, little did he know she’d make the Indian billboard her PUBLISHER November 1-15, 2015 Volume 4, Issue 11 100 Prasanna Singh ` permanent home for the next 50 years. Today, though, the moppet has a farmhouse 16 20 she frequents – digital media. Sylvester’s son Rahul, who handles this legacy DEPUTY EDITOR Ashwini Gangal account, recognises the opportunity social media affords and milks the platform INTERVIEW SENIOR LAYOUT ARTIST Piyush Pandey A tete-a-tete with the author. every single day. Along with copywriter Manish Jhaveri and cartoonist Jayant Vinay Dominic RAHUL DA CUNHA OWNER, 23 DACUNHA COMMUNICATIONS Rane, he creates nearly one news-based ad a day for Amul’s digital pages. PRODUCTION EXECUTIVE Andrias Kisku When I went over to the agency to interview the team,I watched as they discussed LIVON In and Out ADVERTISING ENQUIRIES A look at Marico’s revamp of Livon. how best they could capture the buzz around the movie Talvar, on a hoarding. A 26 Shubham Garg rare priviledge, that. “Is there a dialogue Irrfan Khan keeps repeating through the 81301 66777 (M); 0120-4077819 (O) movie?” Jhaveri asked, hoping to hatch a butter-related pun on a buzzy line from Apoorv Kulshrestha 24 SEASON 2 9873824700 (M); 0120-4077833 (O) '$,/<%5($' First Look The ‘premium’ show will $1'%877(5 be accessible to the masses. the film. It took me a moment to realise he was talking to me. “Is the writer of Noida DaCunha and team have kept the legend alive and PLUS well day after day for nearly half a century. A look at MAGGI Amul’s ads actually asking me to brainstorm with him for a hoarding that’s due for An Early Diwali 22 Pradeep Hegde how the brand is coping in the age of social media. DISCOVERY Real Heroes 24 immediate release?” I secretly basked, as I gave my two pence, marvelling at how (022) 40429702-5 SONY LIV Next in Line 26 Mumbai casual and relatable the entire process is. They finally went with ‘Kya Talvar Ki [email protected] Dhaar Se Dhaara Badlegi? Amul – Proves Itself Daily’. MARKETING OFFICE While basing copy on such serious issues (the movie is about an actual murder) don’t they worry B-3, First Floor, Sector-4, Noida-201301. they might sound flippant or insensitive? Yes, but turns out, they can get away with saying many things Tel: (0120) 4077800. simply because the Amul girl is saying them. MUMBAI 501-502, Makani Center, 5th Floor, But there’s a flipside to such popularity. Recently, table margarine brand Nutralite launched a Off Linking Road, Bandra (W), Mumbai - 400050 campaign that involved replacing Lord Ganesha’s paunch with muscular abs. In , that’s dangerous Tel: +91-22-40429 709 - 712 territory. “We take risks with politicians, not religion. We just don’t go there,” said Rahul on the subject. SUBSCRIPTION ENQUIRIES Akhilesh Singh But if another brand can do it without suffering any disproportionate backlash, why not him? “There (0120) 4077837 was no reaction, because it wasn’t on an Amul billboard,” he said. [email protected] Owned by Banyan Netfaqs Pvt Ltd and Printed and published by Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, -110 063.

Printed at Cirrus Graphics Private Limited B-61, Sector 67, Ashwini Gangal Noida (U.P.), 201301 [email protected] Cover Photograph Fotocorp CONTENTS 4 30

Presents AFAQS! EVENTS Brand Owners’ Summit Building brands in a diverse market. The audience was treated to a host of insights. DELHI

INDIAN ARMY 14 6 10 Call to Action A professional organisation that offers exciting jobs.

POINTS OF VIEW 8 Refurbished Goods PEPSI HEWLETT-PACKARD MICROMAX Is the Indian market ready Accidental Cues Going Steady A Smart Upgrade for the refurbished goods Even a hunger strike can’t Lloyd Mathias on the ‘Bend Micromax uses popular category? stop the Pepsi drinker. the Rules’ campaign. celebs to mark its transition.

afaqs! Reporter, November 1-15, 2015 3 $'9(57,6,1* INDIAN ARMY Call to Action on the Pakistan border. In eulogising the physical valour and extraordinariness, the army imagery has pushed itself in one corner. The current campaign reinforces the fact that the Indian Army offers just the right exposure to today’s youth, a playground where they can show off their talent.” The 360-degree campaign consists of nine TV commercials, multiple print ads and radio spots. While the ATL leg of the campaign will build excitement around the brand Indian Army and the diverse career options offered by it, the digital leg will give a sneak peek into the true and all-round life of army men. Considering the popularity of the Indian Army on social media, the digital leg of the campaign that will commence from November, will be an important element of the outreach programme. As per the agency, Indian Army’s official Grey Group India’s campaign for the Indian Army projects the armed page has topped the People Talking About That (PTAT) ranking for Facebook pages (PTAT forces as a professional organisation that offers exciting roles for ranking is based on the analysis of the number of the youth. By Aakriti Shrivastava and Ashee Sharma people talking about or on a particular page), its official website gets as many as 25 lakh hits every week and the handle of the Indian Army rey Group India has conceptualised a “The youth’s has 4,47,000 followers. new campaign that calls upon the Indian Gyouth to join the country’s ‘most exciting’ perception of the EXCITING ENOUGH? workplace, the Indian Army. The campaign Indian army is ighly impressed by the campaign, Sameer comprising nine videos, projects the Indian Army HAasht, founder-director, Alma Mater Biz as a full-fledged working organisation that offers as different from Solutions, and former strategy head, Taproot many as 20 different roles. The youth’s perception what is experienced India, says, he is “amazed to see such provocative of the Indian Army has been that of fighters by army officers.” and persuasive work”. standing on a perpetual standby mode with heavy “Sharply focussed on the youth at the verge machine guns and tanks to fight the enemy at the VINEET SINGH of making a life decision, the campaign pitches border. While valour and patriotism remain the adventure over patriotism, insightfully leveraging key areas of focus for the armed forces, this is the competitive advantage of a more meaningful the first time the Indian Army has pitched itself “The ads reinforce and exciting life vis-a-vis various other mundane against industries like IT, medicine and media, careers,” states Aasht. professions that usually attract the youth. the fact that the In his opinion, the ad is also well shot, has Vineet Singh, vice president and business head, Indian Army befitting music and a confident cast. “I am sure Grey Group India, informs that in order to gather offers the youth this will get the adrenaline rushing and lead to a these insights, the agency carried out an extensive great response,” he adds. consumer research which included talking to a playground to college students as well as army officers, across the show their talent.” nation. The results showed that while careers like The campaign targets DHEERAJ SINHA technology, media and entertainment caught the

FOTOCORP youngsters on the verge of fancy of the youth, to join the Indian Army was not on their radar. after graduation. The OTA (Officers’ Training making a career choice. “We found that the youth’s perception of Academy) at Chennai, provides the opportunity the Indian army is starkly different from what for those who are interested in short service Commenting on the strategy behind the ad, is actually experienced by army officers. While commission. Sonal Narain, chief strategy officer, Cheil India, youngsters perceive the army to be driven only by Talking about the creative brief, Singh notes, says, “Which kid in today’s India doesn’t want a combat roles using outdated technology, the reality “The brief was two-pronged. While the primary cool job that gives benefits for life, exotic postings is that it has over 20 diverse career disciplines objective was to attract quality candidates to and more? Getting them to see a job in the offering an all-round lifestyle and it is constantly a career with the Indian Army, the secondary army for what it is -a life less ordinary- is a very modernising itself with cutting edge technology. objective was to project it as a thrilling workplace.” compelling thought.” Thus, the challenge was to showcase this relatively As for the ‘coolness quotient’ of the army, Singh Narain, however, thinks that the campaign falls lesser known side of the army,” says Singh. adds, “The campaign showcases the reality of the short on some parameters. “Recasting the Army as The campaign has targeted young people, Indian Army. This is exactly what we saw and a corporation is about overturning a perception, between the ages of 16 to 27 years, on the verge experienced in our interactions with the officers of but the fairly expected visual montage and the of making a career choice. There are several the Indian Army and the communication reflects deep-throated voiceover smacks of an air of self- opportunities offered by the Indian Army to those just that.” importance. I would’ve expected a new story of an who aspire to don the olive green uniform, to join Dheeraj Sinha, chief strategy officer, GREY interesting job and an interesting organisation to at different stages. A candidate can join through South East Asia, further explains, “Culturally, be told in a more human and personal manner,” NDA (National Defence Academy) after Class whenever we say Indian Army, the first image that she points out. „ 12, or through IMA (Indian Military Academy) comes to our mind is Sunny Deol firing a Bazooka [email protected]

4 afaqs! Reporter, November 1-15, 2015 TNS Research, Brand Equity Study, 2015 ProgramSource: Recall

INDIA TV 36% Faisla 60% Kursi ka

Aaj Tak 15% Rajtilak India News 35% Kissa Kursi ka

Zee News 11% Singasan Aaj Tak 11% ka Final Election Express

THE COUNTRY FORMS Presents ITS OPINION WITH US.

‘Kaun Banega Mukhyamantri’ ranks higher than any other election analysis program during election time. Form your opinion on Bihar elections with us. fcgkj Be Smart. Choose ABP News. Powered by Co-Powered by

India’s No.1 News Network ABP NEWS NETWORK 0$5.(7,1* HEWLETT-PACKARD Going Steady As Hewlett-Packard India’s ‘Bend the Rules’ campaign enters its second year, we speak to the brand’s marketing in-charge Lloyd Mathias about the TG, the PC category and the growing need for ‘hybrid devices’. By Ashee Sharma

ample this: According to a Gartner survey of over 21,000 respondents across SUSA, China, Brazil, India and Germany, conducted in the third quarter of 2014, as many as 11 per cent of all tablet users, 10 per cent of all desktop users and eight per cent of all notebook users are considering replacing their current device with a hybrid device, in the next two years. Consumers desire a device that affords a combination of portability, productivity and flexibility of touch, finds the study. Thus, whether intentional or incidental, the 2014 India launch of the HP Pavilion X360 Mathias: Millennial approach convertible was well-timed. With a little help from a strategically placed, 360 degree hinge, the general, youngsters today are comfortable telling colourful device transforms itself from notebook their superiors what they want. Ten years ago, to stand to tent to tablet. The starting price is the company decided which phone and system `39,990. one had to use, and there was no choice but to agree. Now, people can say, ‘This is the device I TAPPING INTO THE ZEITGEIST use; make it work for me’, and the CTOs have to or the product, that ‘bends’ into different say yes to that,” explains, Mathias, adding, “Young Fmodes, the company has found an addressable people have found their voice and as a technology market in “the Indian Millennials” or the “four- company we are celebrating their success.” screen generation,” one characterised by its need The multi-media campaign for Pavilion X360 to question norms. (Did someone say Fastrack?) is a pan-India effort. Says Mathias about the target In conversation with afaqs! Reporter, about markets, “Mini-metros like Coimbatore, Madurai how the global communication theme - ‘Bend and Nashik have immense potential and are hence the Rules’ - has resonated deeply with the India key markets for HP.” market, Lloyd Mathias, marketing director, Last year, the brand featured stories of Rajputana consumer PCs, Asia Pacific and Japan, Hewlett- Customs (Jaipur-based maker of cutomised Packard, says, “While coming up with the tagline motorcycles) and Malavnath Poorna (youngest girl we had to be careful because the Millennials are to climb the Mount Everest) as webisodes. The not about ‘jugaad’ or rebellion; they’re just trying present leg of the campaign comprises two new to synthesise a new approach by taking what’s industry stories - those of Chaayos (Delhi-based relevant from the older generations and then tea chain) and Chumbak (design-led consumer doing things in their own way.” retailer, based in Bengaluru). Millennials, he tells us, form a large part of In a third video, one sees ‘YouTuber’ and the workforce today. Many of them are young music prodigy Antareep Hazarika bending the entrepreneurs who have decided to forgo their rules to produce music with the HP Pavilion ‘cushion jobs’. Their unconventional approach X360. to work, which is very different from that of the purists, is often looked upon with suspicion. It CATEGORY TALK was this insight that led to the tagline, ‘I like your alking about the usage windows for different ‘soch’, but love my approach’. Tsegments, Mathias says, “The “It’s a healthy articulation of bending the rules is primarily a ‘communication’ device, tablets in the Indian sense,” says Mathias. are used for ‘consumption’ of content and the About the four-screen generation, Ajai Jhala, /notebook is where we ‘create’ it. Today, CEO, BBDO India, the brand’s agency, says, although most people have a laptop or notebook, “They are digital natives. This generation toggles the desktop is used in offices, and in homes as a between the , laptop, tab and TV. ‘family computer’ that everyone has access to.” For them, technology is an ‘extended self’ and Comparing to PCs is hardly fair, the transition from online to offline, or office to but it is, perhaps, safe to assume that the fight home, is seamless. It is this aspect of seamless between hybrid devices, tablets and notebooks is mobility that lies at the core of the product and The power to make a close one. campaign.” device-related decisions at To Mathias, it’s the fact that these devices are The power to make device-related decisions comparable, albeit in medium-to-broad strokes, at the workplace is another characteristic feature workplace is a characteristic that makes the convertible/hybrid PC a potential of this generation. “Today, CEOs/COOs are winner. „ younger (than they used to be, previously). And in feature of the millennials. [email protected]

6 afaqs! Reporter, November 1-15, 2015

32,1762)9,(: Is the Indian Market Ready for the Refurbished Goods? Refurbished goods lie between the brand new and the second hand product categories. Will the ever- sceptical consumer give it a chance? By Saumya Tewari 6+,9$1,685, .9$,7+((6:$5$1 $/(;$1'(56287(5 62/2021:+((/(5 Director Marketing, E-commerce Consultant & Founder, Managing Director & Co-Founder, VP – Marketing & Communication, eBay India Indiaplaza Overcart.com FOTOCORP THE REFURBISHED THERE IS A I DO NOT THINK THERE IS A DEMAND MARKET IS STILL AT A POTENTIAL IN THIS THERE IS ANY MARKET FOR REFURBISHED NASCENT STAGE. ALL CATEGORY BECAUSE AS READY FOR THE MOBILE HANDSETS STUDIES INDICATE IN INDIA THERE ARE REFURBISHED GOODS IN THE MARKET. THAT BY 2020, THE SO MANY PEOPLE AS THE INDIAN MARKET. HOWEVER, THE E-COMMERCE MARKET WHO DO NOT HAVE ALL MAJOR CITIES CURRENT SUPPLY IS WILL BE UPWARDS OF SPENDING POWER IN INDIA HAVE NOT ABLE TO MATCH $115 billion, assuming that to buy high-end gadgets for full unorganised players in that. Product returns due to there is a return rate of 10-15 price. markets like Ghaffar Market hardware or software failures per cent. The refurbished cat- It makes sense for these (New Delhi) and its variants. are ultimately a cost to the egory will be valued between customers to buy refurbished Ever since the smartphone company and therefore in the $12 and $15 billion. products rather than second-hand arrived, Indian consumers long run any brand would like to Aspirational customers ones. However, there would be have been buying refurbished see this trend going downward. largely hailing from tier II and a certain scepticism associated goods. Before the online At Lava, there is a huge focus tier III towns drive the refur- with the category. The challenge players came on, demand for on product quality and, therefore, bished category, because they will be to create awareness and refurbished product was a lot this is not a big market for us. want to own branded prod- build trust about the category. higher than any other market At the moment, we do sell a ucts at discounted prices. Consumers would likely to refrain across the globe. small volume of refurbished In the first phase, eBay from buying refurbished goods as The Indian customer is devices in an organised manner India introduced live refur- they do not know much about the value-focussed and educated with 100 per cent transparent bished product listings in whole process. on products. The refurbished communication to the customers mobile, and tablet cat- If the education is being done category allows consumers to in terms of reduced warranty egories. However, we intend by a third party platform like buy a product - is not brand period and discounted price of to expand into home appli- eBay it will be difficult to build new - albeit the same quality the product. ances, gaming consoles and the trust. The best way for trust at a 30 per cent discount. I The primary mode of this clothing in future. building is when manufacturers think quality, warranty and communication is retailer While there is a huge like Sony or will stand trust is what online players education and the packaging growth potential in the cate- behind the refurbished products are bringing to this category. itself. gory, the biggest challenge for and create awareness. However, On our platform, mobile is organised players continues to I feel, it is almost impossible for the most popular category be creating awareness among them to do it. followed by mobile accessories the consumers. and unboxed products.

8 afaqs! Reporter, November 1-15, 2015

advertising mICromax 2014. As per the study, the market keeping these barriers and triggers in share of feature phones declined mind, and the marketing campaign from 81 per cent in Q3 2013 to 68 was designed to bust the various per cent in Q3 2014, while that of myths (the barriers) around owning a Smart Upgrade smartphones increased from 19 to 32 a smartphone,” shares Sen. per cent. The Bolt range of phones Micromax Informatics has rolled out a multi-media Micromax Informatics, which combines a large display, regional claims to be among the leaders in language user interface, customised campaign to fuel the transition from feature the `7,500 handset category, offers data package, free WhatsApp for phones to smartphones. By Ashee Sharma phones in three ranges - Canvas the first five months and a fully (the flagship brand of premium developed customer education smartphones), Bolt (the entry-level program with affordability for the smartphones) and feature phones. brand’s core TG comprising feature Shubhajit Sen, CMO, Micromax, phone users who also use basic 2G tells us that even as Canvas is the and 3G data packages. top grosser for the company, it is currently the Bolt range that is cElEb Factor witnessing an incremental growth. ecently, Micromax launched “The overall mobile penetration Ra blitzkrieg of sorts with one in India in 2014 was 56 per cent, celebrity after another featuring of which smartphones constituted in its campaigns. Post the Canvas only about 10-15 per cent. Every Sliver 5 ad with Hugh Jackman, the year, approximately 60-70 million company rolled out another TVC in Indians upgrade from feature phones partnership with the ‘Singh is Bling’ to smartphones, and we estimate team, where actor and that it may go up to 90 million singer Badshah were seen rapping for over the next couple of years,” he Micromax. This time, it’s Sharma icromax Informatics has thE prospEcts informs. While some experts say that and Daggubati. put together a palpable deal survey done by The Mobile the affordability factor is driving the “Most of our campaigns,” explains Mfor customers to facilitate AIndian (TMI), had as early as trend, Sen has a different take, based Sen, “do not have a very long shelf an upgrade from feature phones to a 2012, predicted the ‘end of feature on Micromax’s consumer study. life; the shortest running for about smartphones this festive season. The phones’. The Handset Hotlist Survey The company’s research has four weeks. While nothing beats a brand has brought on board stand-up (May 2012), brought out by TMI identified three core barriers good story and script, ambassadors comedian Kapil Sharma (for North) suggested that there was a growing hindering faster smartphone multiply the impact.” and Baahubali actor Rana Daggubati interest in smartphones and 21 out adoption - the total cost of owning Talking about the relative (for South) to promote its new Bolt of 25 handsets that made it to the list a smartphone which includes the importance of different mediums, he range of entry-level smartphones, fell in this category. cost of data, hesitation about using says, “For every hundred rupees that designed specifically for the ‘value The claim was more recently a touch-screen or an Android we spend on traditional media, we conscious, yet aspirational’ Indian. validated by an IDC (International experience, and, lastly, the English are now beginning to spend 30-35 The -heavy campaign, Data Corporation) study, according language user interface. While these on digital.” executed by Lowe Lintas Delhi, to which the feature phones growth barriers exist, there are also certain For connecting with customers, includes a set of three films, each shot saw a gradual decline in Q3 2013- triggers that work in favour of the he recommends the use of television with Sharma and Daggubati. The shift. as the primary medium which, in ads feature the brand ambassadors “The opportunity lies in the turn, leads to active search patterns in double roles, for the first time, ability and eagerness of consumers on digital. The brand employs print wherein the smartphone guy is seen to connect with family/friends to communicate offers, flash sales and convincing the guy over basic messaging services like price-offs and outdoor/POS is used for an upgrade. The 360-degree WhatsApp and the lure of a larger for generating long-term visibility campaign will also run across print, screen that helps them consume though it does not contribute to sales digital, outdoor and point-of-sale. media much better. We, therefore, significantly. n created an entire product portfolio [email protected]

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10 afaqs! Reporter, November 1-15, 2 0 1 5     

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

PARACHUTE ADVANSED BAJAJ ELECTRICALS CENTER FRESH The ‘Rekindling Romance’ campaign promotes the brand’s ‘Behind every successful woman, there is a family’ is the The campaign with new tagline ‘Chali Hawa Mastani’ body lotion range. It positions the product as a tool which insight the Bajaj Electricals campaign tries to capture. The communicates the product benefit of ‘freshness and helps to bring back the spark in relationships by promising take away from the film is the brand’s products are an coolness’. The ad has been created in the backdrop of a woman beautiful skin in just seven days. integral part of a consumer’s daily life. a Bollywood film shoot with the quintessial humour associated with the brand.

Creative Agency: McCann Erickson Creative Agency: Onads Communications Creative Agency: Ogilvy&Mather PRINT SYSKA LED E-commerce shopping The latest print ad from platform, Amazon’s the brand relates its full page ad announces positioning of superior its ‘Great Indian Diwali quality over CFL with Sale’, available on the theme of Dusshera desktop as well as app festival. It urges that comes loaded with consumers to celebrate several offers. the victory of good lights (LED) over the evil (CFL). GLOW FABRIC SOFTENER The print creative features a magician with a trail of cloth in his hands comprising of several colours and depicts how using GLOW Fabric Softener keeps them shiny and soft.

CCreative Agency: Publicis OOH/BTL DIGITAL

NEXUS APPLE FAASOS Nexus 5X, the latest Android smartphone from Nexus Apple India promoted its iphone 6S launch (October 16) The food ordering app leveraged Dussehra festival theme family, outdoor campaign at Mumbai Airport’s Terminal 1B through digital displays at Mumbai Airport. The screens showcasing Raavan (disguised as a Rishi) and Lord Ram proudly declares ‘The all round champ is back’. reflected 16.10.2015 along with the new model urging offering him Faasos app which will help him satisfy his consumers to mark their calendar for the launch. hunger.

Got some great campaign that has been published recently? Upload it on afaqs! for the world to see. Visit: www.afaqs.com/advertising/creative_showcase

12 afaqs! Reporter, November 1-15, 2015     

                        

      

      $'9(57,6,1* PEPSI Accidental Cues Building on the ‘Oh Yes Abhi!’ philosophy, the new ad for the brand, set amidst a hunger strike, takes it to the next level where having a Pepsi is no longer an impulse, but ‘an instinct’. By Ashee Sharma

instinctive space. It reflects the instincts of the youth,” he states. This is the first in a series of ads planned for the campaign that will lead up to the next summer.

THE EXECUTION ome are loving the new Pepsi commercial, Swhile others are remorseful about wasting their data on the download, but “the ad has been executed well and brings a smile when the guy says, ‘Pepsi thi, pi gaya’,” notes Shobhit Mathur, executive creative director, Hakuhodo Percept. The ad has caught the audience’s interest because it reminds them of the here is a popular Hindi adage - ‘kyunki har kyun ka jawaab nahi hota’ (Because there “People are relating FTII strike. Tisn’t an answer to every ‘why’). The guy the ad to the FTII in the Pepsi ad, whose ‘instinct’ tells him to take What he does, however, question is the a few sips of chilled Pepsi, certainly swears by it. strike because it is aggression in the ad. “A couple of decades earlier, The only catch being that he’s supposed to be on on the top of their Cadbury Perk had come up with an idea of ‘thodi a hunger strike! si pet puja’ with college students on a hunger The backdrop of the new Pepsi commercial minds.” strike. But, it was done in such an adorable way has a lot of black - the colour of aggression and SENTHIL KUMAR that it left you wanting for more. I can’t say the assertion. As a group of students stage a protest same for this,” he rues. against the college administration, it is accosted Mathur thinks that the ad lacks charm, positivity, by a reporter. The apparent leader of the gang wit and humour which is characteristic of the informs her about the students’ intention and “Historically, Pepsi brand’s communication. “Pepsi has always been a their resolve to carry on with the hunger strike brand that was intrinsic to the idea. Whereas here, until their demands are met. While all this is has taken up issues after four days of the hunger strike, if a samosa going on, one of the protesters spots a bottle of that were current came in front of the guy, he probably would’ve chilled Pepsi in someone’s bag; he grabs it and, and of interest to eaten it and said, ‘samosa tha, kha gaya!,” he adds. instinctively, treats himself to a few swigs; his glug superimposing the leader’s words “paani ki the youth, so is this THE ALLUSION ek boond tak nahin piyenge” (students will not one.” hile the brand denies any intentional connect have even a drop of water). Startled, everyone in with the FTII strike, the ad has sparked off SHOBHIT MATHUR W the crowd looks at him questioningly, only to be a debate among viewers and media for allegedly surprised further by his nonchalant answer, “Pepsi mocking the student movement. thi yaar, pi gaya” (It was Pepsi, I drank it). Mathur agrees that the ad does remind one of Senthil Kumar, national creative director of the issue, but in his opinion, it’s not condescending. JWT, the agency behind the campaign, tells us that “Historically, Pepsi has taken up issues that were the clever improvisation (the superimposition) on “Given the current current and of interest to the youth, so is this one. Udayan Chakravarty’s copy was done by director context of striking I don’t see anything wrong with it, nor do I find it Vivek Kakkad. students the ad is politically motivated,” he says. The ad that was released online has caught Saji Abraham, executive director at Lowe Lintas the audience’s interest and one of the reasons, in poor taste.” has a very different take though. Viewed outside acknowledges Kumar, could be that it reminds SAJI ABRAHAM the context of the strike, he thinks, the ad is them of the FTII strike - the simmering debate “middling funny”. “But given the current context that has been going for of striking students it is in poor taste,” he remarks months now. “There adding that even if the brand feels that the protest are probably over top of their minds. The resemblance is not at all is unworthy, it should keep an eye out for what the a hundred strikes/ intentional,” he clarifies. current consumer sentiment is. protests going on in Kumar further goes on to say that the multi- “Not intending to deliberately parody the colleges across the media campaign carries forward the ‘Oh Yes students and yet produce an ad like this somehow country right now, but Abhi!’ philosophy of ‘live for the present, as doesn’t compute. All on all an average commercial people are relating the tomorrow is too late’. “This campaign is also about made perhaps on the principle that any publicity is ad to the FTII strike consumption ‘abhi’ (right now), but the difference good publicity,” opines Abraham.„ because it is on the this time is that the brand is trying to own the [email protected]

14 afaqs! Reporter, November 1-15, 2015     

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      ,17(59,(: PIYUSH PANDEY> EXECUTIVE CHAIRMAN AND CREATIVE DIRECTOR, OGILVY & MATHER, INDIA AND SOUTH ASIA “It is like slowly cooked ‘jungli’ mutton” A chat with Piyush Pandey, the author. By Ashwini Gangal final... If at all this book is re-printed, I’ll try and add it in...

gilvy’s creative supremo The first line of this paragraph Piyush Pandey chats reads: ‘It’s great to have a ghost as a with us about his friend...’ He is nicknamed ‘Bhoot’. recently launched book ‘NO, I AM NOT STARTING OPandeymonium. Edited Excerpts. AN AGENCY OF MY OWN. NO, I AM NOT JOINING Let’s talk about the process of ANOTHER AGENCY. I HAVE putting this book together. What NO INTENTION OR WISH TO was the hardest bit? WORK ANYWHERE OTHER I went through the toughest part THAN OGILVY.’ for three years - of thinking, ‘What should I write?’ (laughs) That’s how your afterword titled I did not want to write a book ‘Why I Never Started My Own that was ‘prescriptive’. If I did, I Agency’ begins. Why was it so wouldn’t be faithful to myself. I’m important for you to clarify this a person who has never followed so emphatically? a ‘prescription’ in his life. I have It’s about how people have been always had very little faith in ‘How speculating about my career, and to’ books and articles. It means you about how insensitive they can be. know everything; I don’t. I’m still When I say insensitive, I mean two discovering myself. things. I wanted the book to be more Firstly, such judgments can make about my view of playing the game. some very young people insecure. Also, when you sit (to write) at People who say, ‘I joined this once stretch, memories are difficult business because I admire the kind to capture; that happens over many of work Piyush does... and now there are talks of Piyush doing this and that, and starting his own agency...’ Secondly, the speculation can make my new clients insecure. Old clients know me. And despite my various statements, this speculation went on and on. I just thought I should express myself and answer all the ‘whys’.

Well, the speculation hasn’t stopped despite your afterword. wanted to keep it relevant. It is about Yes, that was the biggest thing - Some say the release of the experiences. It’s about how my life What will I leave out? Also - Whom book is timed to precede your and my work influenced one another. will I end up offending... by not retirement... I think the book should influence naming them in the book? It’s 33 I think then it would have been parents in terms of helping their years of my career and 60 years of ‘better timing’ to write the book children chase their passion. It my life; there are hundreds of people after I’d chosen to call it day. Then, I should influence children to respect who’ve had some influence - huge or would have been a little more candid the freedom given to them by their small - on me. about a lot of people. (laughs) parents. It should be interesting to friends who should ask one another, I’m sure there were chapters that Even so, what next for Piyush ‘How much can I get out of you?’ you wrote and later decided to Pandey? and ‘How much can I give to you?’ exclude from the final copy... Next? - Tomorrow morning, at And then come advertisers and Yes, those were chapters where I Ogilvy. (laughs) marketers. felt I got too theoretical or preachy. I have no plans to start writing... If the title ‘Life Is Beautiful’ wasn’t I either threw them out or re-wrote I have just returned from a client taken already, I probably would have them. meeting and tomorrow morning I called this book that. Then, there are little bits and have another one. days. So, it - the book - is like slowly pieces that I got a little late on... cooked ‘jungli’ mutton. One would assume that one the ideas struck me after the book Which client? of the biggest challenges in a had gone (to press). I’d forgotten I was just looking at some new That’s an interesting descriptor... process like this was deciding to mention a friend of mine who work for Coca-Cola... „ (Continuing about the book) I what to leave out. Was it? studied with me from Class I to MA [email protected]

16 afaqs! Reporter, November 1-15, 2015     

          

      

     

AMUL UTTERLY BUTTERLY SOCIAL A look at how social media has impacted the way Amul’s creative factory daCunha Communications functions... By Ashwini Gangal

SOME RECENT ADS OF 2015

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Some recent Amul ads that fetched a lot of traction on 14,238 social media /LNHV

ong before Twitter imposed Communications released one ad circulation of 30 million copies). SOCIAL THEMES its 140 character-limit on every three to four weeks. During the One new topical is released in print, esides increasing their daily the world, Amul’s creative 1980s to early 2000s, the frequency every week. A few TV channels also Bworkload, social media has custodians – boss man Rahul rose to one every fortnight. Today, air these images as ten second-long impacted the way the trio works LdaCunha, writer Manish Jhaveri, with digital platforms – like ‘films’. in many other ways. Do they craft and cartoonist Jayant Rane – have Facebook, Twitter, Instagram and Interestingly, Amul sees the their lines or draw their cartoons any been playing by similar rules. As Amul’s website (which was launched creatives only after they have been differently for digital media? No. daCunha puts it, “If it can’t be said in 1995) – in the media mix, the team published. “Amul, as a client, does “What has changed is the choice in four words, it can’t be said.” He releases a topical a day. Effectively, not advise the agency on the creative of topic. In the era of hoardings, I is, of course, referring to the news- daChunha, Jhaveri and Rane are part of the topical ad campaign,” wouldn’t have done an ad on the based ads or “topicals” that they back to square one each morning, says Jayen Mehta, general manager, Syria issue, Charlie Hebdo or the release, across 100 outdoor locations, by design. planning and marketing, Gujarat Peshawar killings,” admits daCunha. nationwide; around six to seven such Rane sighs, “Social media matlab Cooperative Milk Marketing But he went ahead and released ads are released each week. The kaam badh gaya.” On an average, Federation (GCMMF), the marketer online ads on all three topics because rule, however, stays the same across he sketches and paints one static of Amul butter. “they’re so social media-worthy,” or outdoor and digital media; the time- poster a day. On a particularly busy Mehta adds, “The agency has a ‘Facebook-friendly’ if you will. strapped consumer is either driving day, the number goes up to three. ‘free hand’ as far as deciding the past or scrolling down. “Sometimes, as I sit and sketch, the idea, copy and illustration goes. The sketch on Talvar: Work in progress A look at how social media has team is on standby, just waiting to We see the creative only after it is changed things for this team of three, upload the creative online. Social released by the agency. Amul must that has been crafting Amul’s topicals media has made my deadlines very be the only client in the world that for the past two decades. tight,” he says. Rane, like Jhaveri, has given so much creative freedom has been with the agency for over to its advertising agency.” Can’t BUT FIRST, SOME 20 years, initially as a full-timer and argue with that. PERSPECTIVE later, as a freelance hand. Amul spends less than one per etween 1966 (which is when Besides outdoor and online, the cent of its total sales turnover on Bthe first Amul billboard was topicals are also published across advertising. This works out to around displayed) and 1980, daCunha 33 newspapers (with a combined `200 crore, annually.

20 afaqs! Reporter, November 1-15, 2015 &29(56725< “International news doesn’t have MEMORY LANE become very popular online. much traction on a hoarding in India,” he says. His ads on these topics he original Amul moppet was sketched by cartoonist Eustace Fernandes. HIT ONLINE; TRY OFFLINE find an audience online. Online, the TBefore Rahul daCunha started writing the ads for Amul in 1993, his father ollowing which, by the way, topics he bases his creatives on are Sylvester daCunha handled the account. The Amul girl was born in 1965 and the FdaCunha decided to make an “younger” or more in sync with first Amul billboard was released in 1966. offline billboard out of it! Every popular culture. “Social is where we Sylvester created the Amul girl to rival Polson’s butter girl. The mascot single topical goes to outdoor sites tackle issues that we wouldn’t have was first used in outdoor ads that were put up on a few lampposts in Mumbai. in Mumbai and Gujarat, in any case. done hoardings on a few years back. Consumers took to her instantly. At a time when there was no TV and every brand “But, after seeing the kind of response We’ve gone from an ad a week to an was going the print, cinema or radio way, Amul decided to make outdoor its lead this ad got online, I changed my mind ad a day because there are so many medium of communication. Today, the campaign is over 50 years old. and decided to release it offline in issues that are not relevant to the Two years back, Toonz Animation gave the Amul girl a 3D form. She now looks Bangalore as well, since he plays for whole country, but are nevertheless like a regular, well-rounded cartoon character. Through his news-based ads, the team there. I realised that it also very relevant on social media,” he Rahul daCunha targets the 18 to 35 year-old Indian. ought to be released in the Eastern adds. region and in other English-speaking During the pre-digital, so-called bohemian days, one big event affected Jhaveri, the writer, says, “Usually, the entire nation and stayed relevant we go with what people are talking for weeks. But today, the rules have about on the web. If it’s being changed. Consumer interest has discussed, we go ahead and do a become more verticalised. Unlike hoarding on it. Then suddenly there’s earlier, where news about politics was a spike in the discussion around the one thing that interested one and it…” He’s quick to add, however, all, today, different segments of the “We don’t let Twitter trends be the population are moved by different deciding factor. If something’s not things. “There’s very little that’s of ‘fashionable’ enough, and is not ‘national importance’ anymore,” he trending on Twitter, but we feel it says. is relevant, we’ll go ahead and do it.” As compared to his father Sylvester

daCunha’s style, which was famously INSTANT FEEDBACK FOTOCORP ‘gentle’, daCunha junior prefers to n social, daCunha and team get From left: Jayant Rane, Rahul daCunha and Manish Jhaveri: take risks with edgier copy. “The one Oinstant feedback for their work, The Creative Trio at daCunha Communications contribution I have made is to not sit by way of likes, re-tweets, comments on the fence,” he says. and shares. During the IPL, a few classic lampooning zone – is just markets,” he shares, telling us how seasons back, they ran a creative nose-diving. People are tired of it. online traction helps him make FROM SOCIAL LISTENING, that bore an image of the Amul girl Sure, politicians are still funny but offline media planning decisions. TO SOOTHSAYING in a cheerleader’s outfit. “Twitter issues like scams and scandals... not For daCunha, knowledge regarding large part of daCunha’s job practically came down on me saying, so funny anymore.” the virtual eyeballs an ad draws is Ais catching a trend while it’s ‘How dare you…’” he recalls. Such Interestingly, he spots a sudden “like a polestar, when it comes to gaining momentum and predicting is the mass ownership his adorable spike in interest around Indian making decisions about running it on for how long it will stay of interest. mascot inspires. business, of late. “So, this system outdoor media.” Sometimes, a topic is yet to reach its Amul regularly tests its ads online gives us insight into what the skew proverbial high point, in which case to better understand public reaction. is towards. I’m obsessed with social BRAND SPEAK he waits till it moves from ‘Page 4’ to While, on an average, most of the media because I have to have my mul’s Mehta, says, “Topicality ‘Page 1’ before releasing an ad on it. ads fetch between 15 to 20 lakh ear to the ground and be mindful Ais key to the relevance of our Conversely, if an issue has lived its views, the recent one about ’s of which direction public interest is campaigns. With social media, it is course, he avoids using it. Sundar Pichai got over 81 lakh views. going in.” now easier to be ‘on time’. Feedback Social media helps him gauge “Analysing the online reach of our Besides the subject, daCunha also is instant; no other medium is as the trendiness of a piece of news ads helps us understand which topics takes daily decisions pertaining to responsive.” and answer questions like: Is are of interest to people and which the language of the copy. “Should But, the response isn’t always there outrage?, Is there collective aren’t,” daCunha states. it be English? Hindi? ‘Hinglish’? positive. Recently, a long-format amusement?, Is there concern?, Is That’s a big decision, as is zeroing digital ad film – sixth in the brand’s there mass helplessness?, Is there POLITICS – NOT SO HOT, in on the outdoor site,” daCunha ‘Har Ghar Amul Ghar’ series hate-mongering? ANYMORE shares, referring to the geographical – received flak because people “For me, Twitter and Facebook are t’s through online metrics that location of the billboards. “A lot of construed it as sexist. Mehta says, powerful granaries of information; Ihe knows how little traction ads people in smaller towns, say, Patna, “Yes, this was unexpected feedback. they give me a sense of what is around Indian politics get nowadays. are not necessarily looking at the ads Communication is all about meaningful and relevant to people. Online, his ad on Queen Elizabeth on social. They may not log on to information exchange. Receiving Newspapers give me the news item, was more popular than the one on the net that often. So, I may write feedback is integral to the process.” but Facebook and Twitter give me the Bihar election. Says daCunha, a Bihari hoarding just for that area. For its ad films, daCunha the point of view.” “As a subject, Indian politics – the Like, I may do a Jayalalitha-specific Communications works with four one only for Tamil Nadu.” production houses. Every month Cartoonist Jayant Rane, doing Rane puts finishing touches on Speaking of language, English and a half, they brainstorm on a what he does best a recent poster copy, he tells us, is very well-received script and ready a film. Many of the online. Which is why, his team has longer ones are for exclusive digital started releasing ‘English-heavy’ ads consumption. on social, more frequently than it While Amul’s topicals will never used to. For example, his recent ad be exclusive to the digital medium, that read ‘Give the DeVilliers his it’s safe to say that India’s most due – from one AB to another’ that consistent news-based campaign is followed cricketer AB de Villiers’ now as much a digital one as it is an recent on-field performance is “quite outdoor one. „ FOTOCORP a sophisticated English line,” but has [email protected]

afaqs! Reporter, November 1-15, 2015 21 $'9(57,6,1* MAGGI An Early Diwali? As Maggi resumes production after clearing fresh lab tests ordered by the Bombay High Court, the company assures its patrons that the product is safe for consumption in a print ad. By News Bureau

production of the noodle brand and plans to resume sales in November. Nestlé India claims to have cleared over 3,500 tests representing over 200 million packs in both national as well as international accredited laboratories. Moreover, countries including the USA, the UK, Singapore, and Australia have found Maggi manufactured in India safe for consumption. Trouble erupted for brand Maggi when a Times of India report published on May 16 this year reported that Maggi samples collected in some parts of Uttar Pradesh were found to contain added monosodium glutamate (MSG) and lead Nestlé plans to resume our Maggi is safe, and has always been’ stated a front-page print campaign in sales of Maggi noodles in YThe Times of India, Delhi edition, dated November. October 19, 2015. The relaunch campaign by Nestlé India comes four days after the instant in excess of the permissible limit. Authorities noodle brand cleared the ordered tests by the swung into action and the Lucknow Food Safety Bombay High Court. and Drug Administration initiated an inquiry and Highlighting the judgement, the print campaign wrote to the Food Safety and Standards Authority reads, “Now, 100 per cent of Maggi noodles have of India (FSSAI) in New Delhi to order sampling cleared additional tests for lead, done by the of the product from across the country to check National Accreditation Board for Testing and quality. Calibration Laboratories (NABL) accredited labs Delhi, , Bihar and Gujarat followed in India, as ordered by the Honourable High UP’s lead. Jammu and Kashmir and Tamil Nadu Court of Bombay.” soon followed and placed a temporary ban on The company used the bright yellow print ad, Maggi noodles. Goa and Maharashtra, however, synonymous with its brand Maggi, to thank its gave the product a clean chit. Nestlé recalled the loyal customers and reassure them of its efforts to product from the markets in June. bring the product back in the market. Earlier, in The Bombay High Court, in August, lifted the August this year, the company tactfully launched nationwide ban on Nestlé India’s instant noodle the “We miss you too” campaign, a three-film brand imposed by food safety regulator FSSAI. campaign, executed by McCann India. It was seen The court had asked the company to undergo as a step towards crisis management. fresh tests for nine variants of Maggi noodles. „ For the record, the company has started [email protected]

22 afaqs! Reporter, November 1-15, 2015 $'9(57,6,1* LIVON In-and-Out Marico has revamped Livon’s formulation, packaging and hair from getting tangled when they communication. A look at the effort. By Ashee Sharma step out. This insight propelled arico’s hair care brand Livon Serum the brand to just got a makeover and to convey the position itself Mnew proposition, Marico has launched as a detangling a new campaign, ‘Pretty girl swag’. Executed by serum. But, the DDB Mudra, it features Bollywood actress revamped product Kangana Ranaut as Livon’s first ever brand has an additional ambassador. The television-led campaign that functional benefit will be on-air for 12 weeks, from October to of damage March, is also being supported digitally. protection. Anuradha Aggarwal, recently appointed CMO at Marico, explains, “The objective of LIVON: ON this campaign is to grow the category. Ranaut’s Aggarwal: A new look A REWIND appeal cuts across age and income groups and her MODE attitude embodies the brand’s proposition of ‘free rand Livon was originally owned by the to be fabulous’.” BAhmedabad-based Paras Pharmaceuticals. It was bought by the UK-based Reckitt Benckiser in WHAT’S NEW? December 2010. After the reshuffle, Cut the Crap nriched with vitamin E, the ‘next-generation retained the Livon account, which it took over ELivon Serum’ is an ultra-lightweight from Mudra in 2010. formulation, that comes with a fragrance for In early 2012, Marico acquired a part of the the first time. In addition to the new brand look personal care business from Reckitt Benckiser. that curiously resembles the cover of a fashion This included, among other brands, Livon, for magazine, there has been another significant which DDB Mudra was again assigned the creative change at the packaging level. Livon Serum will mandate in December 2012. now be available in single use sachets as well. As the brand moved between parent companies While the product-level changes are based on and agencies, its advertising also evolved from consumer feedback, the introduction of the new DIY ads (the ‘Damp, Dab, Dazzle’ series of ads) SKU (Stock Keeping Unit), informs Aggarwal, is to ones that conveyed the product’s functional aimed at increasing product usage among existing benefits such as shiny and beautiful or smooth and consumers and encouraging trials among new manageable hair. In 2009, Mudra had executed an ones. ad for Livon which used ‘The Livon Dolls’, dolls “When girls think of looking good without with luscious hair, created for the campaign. putting in much effort the image that comes to It’s 2015. Along with the product, the definition their mind is that of a fashion magazine,” explains of beauty has also changed and to convey the Aggarwal. To gather such insights the company message Livon has chosen Ranaut as its first brand carries out in-depth research by engaging with ambassador. The ‘Pretty girl swag’ campaign talks customers to understand their hair care habits and about the emotional benefit of the product for girls intraction with the category. who want a simple solution to good looking hair For instance, says Aggarwal, the biggest and are comfortable and confident in their skin. „ challenge for college-going girls is to keep their Livon: old (top) and new (bottom) packaging [email protected]

afaqs! Reporter, November 1-15, 2015 23 0(',$ DISCOVERY VISTA ROOMS The Real Heroes Picture Perfect The venture has more than Hrithik Roshan will present real life stories of individuals in the nine- 500 properties in over sixty part series as a television anchor for the first time. By Shweta Mulki locations. By News Bureau

n its new series umbai-based online branded budget ‘HRX Heroes with accommodation aggregator, Vista IHrithik Roshan,’ MRooms has created a functional app- Discovery Channel like experience on Instagram. Through this will salute the travellers can browse through locations and determination and property options, as well as book a hotel of triumph of real life their choice. Vista’s one-point intent is to use heroes. Roshan, who Instagram as a standalone mobile application will present the show, that can serve both as an app, and a social turns first time anchor networking tool. on television. Rahul Johri (third from left) and Hrithik Roshan with the ‘heroes’ The company’s official handle is @vista_ The nine-part rooms. Here, users will be directed to a page series, will present the motivate millions to discover the hero in them.” filled with photo locations, and from there to real life stories of individuals who did not give Speaking about the channel, and on factual pages where information on the property, local up on their dreams and emerged as heroes. It will entertainment, Johri says, “The biggest sub-genre food, places of interest, culture etc. is available. premiere on November 2, and air on Mondays within factual, is ‘survival’, and this is something Currently, the venture has more than 500 and Tuesdays at 9 pm on Discovery Channel, with the current generation wants to watch. Also, as far properties in over sixty locations in India. a repeat on Saturdays and Sundays at 8 pm. The as Indian programming is concerned we’ve gone Amit Damani, co-founder and head of online show has reportedly locked in some sponsors, as up to 100 hours of India related programming yet unamed. now.” The nine heroes whose lives will be showcased When asked how the long production time are Harshini Kanhekar (India’s first female fire affects the costs of shows, Johri says, “Our job is engineer, who graduated from an ‘all male’ to put in the money, and sign off on a show which college), Kalpana Saroj (wedded at an early will come out three years later. We need to ensure age, and subjected to abuse, she is a celebrated that it is as relevant and gripping on the day it is entrepreneur), Navin Gulia (prolific adventurer ready.” who was paralysed in an accident), Saji Thomas The bulk of the channel’s viewers are in their (congenitally deaf and mute, he built his own twenties, but producers of the network usually aircraft), Sangram Singh (became a champion target the 18-35 year old segment when creating wrestler after overcoming rheumatoid arthritis), shows. Also, in over twenty years of their existence Sudha Chandran (lost a limb, and is now an in India, how have audiences’ preferences evolved? Damani, Sheth & Maheshwari: Resourceful accomplished actor and dancer), Shekhar Naik Johri says, “We started with wildlife, then we went (visually impaired, he captained the winning team into ancient history, and to ‘building’ technology, at the Blind Cricket World Cup 2014), Subhreet and later, the viewers wanted to see our vision for sales and marketing, shares, “While Instagram Kaur (had a tough childhood and lost a leg in an the future. Today there is a demand for technology is typically used by brands for static visibility, accident, but is now a known dancer) and Virender and wildlife too.” we saw an opportunity to leverage it as our Singh (known as the most successful deaf athlete). HRX, Roshan’s apparel brand is about being fit standalone mobile platform where users can Rahul Johri, EVP and GM-South Asia, - in mind and body, and that was reportedly seen experience an entire journey from discovering Discovery Networks Asia-Pacific says, “I am as a perfect fit for the show. „ to booking, and even reviewing their stay.” „ confident that Hrithik Roshan’s popularity will [email protected] [email protected]

24 afaqs! Reporter, November 1-15, 2015

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24 SEASON-2 rights in 2011. He says that the show was the most exciting part of his long career, adding that Fox International Television president Marion Edwards and the show’s creator Howard Gordon and writer have given a thumbs up to the Indian version. First Look Kapoor adds, “When we decided to adapt 24 for Indian viewers through a local production, Colors says the ‘premium’ show little did we know that it would change television will be made more accessible to consumption patterns, and pave the path for newer viewership trends across the industry.” masses. It will go on floors by the The series is co-produced by Anil Kapoor Film year end. Co, and Ramesh Deo Productions, and is directed by Abhinay Deo and Rensil D’Silva. Colors had By Shweta Mulki bought the rights for the show from Kapoor’s production house which held the adaptation rights olors, after a hit run of ‘24’, the Indian of 192 episodes for a period of four years, a period adaptation of the American television series which is reportedly extendable. Cby the same name has yet again roped in Kapoor’s character Jai Singh Rathod will drive cine star Anil Kapoor for its second season. The the S-cross in the new series. Calling the show a series, which had Kapoor, who played the central look forward to raise the bar.” premium product, R S Kalsi, executive director, protagonist ‘Jai Singh Rathod’, reprising Keifer The show launch hasn’t been revealed and will marketing and sales, Maruti Suzuki India, notes Sutherland’s Jack Bauer,’ had re-created the show reportedly take a minimum 3-4 months to go on “The target audience that 24 caters to, allows us to for Colors in 2013. The first season had actors air. On lessons from the last season, Nayak says, draw synergies between the brands of S-Cross, 24 like Shabana Azmi, Tisca Chopra and Mandira “We realised the show’s visual treatment was a and Colors.” Bedi. The rest of the cast of the new season bit too intellectual, so we will try to ‘mass-ify’ the Speaking about the sponsor, Nayak says, “We wasn’t revealed, but it will have a few of the old story without compromising on the slickness, its want to leverage Maruti’s network to help our characters, as well as some new ones. premium quality and its inspirational values.” show and vice-versa. Though it will cost the brand The show 24 is a real-time finite espionage Speaking about shows that are premium and a crore to get a star for a day, one can leverage both series which traces the journey of Anti-Terrorist edgy, Manisha Sharma, programming head, Kapoor’s popularity and the brand’s strength in Unit (ATU) Chief Jai Singh Rathod as he battles Colors, says that with the growth of the digital this case.” He adds that the channel is looking at the odds in the line of duty over the course of 24 medium, ‘premium formats’ will eventually gain digital options for the show. hours. the same popularity as daily soaps. On Season 2 of The show is reportedly one of the most At the official announcement of the new season, 24, she adds, “It will be doubly sleek, stylised and expensive shows on Indian television. On breaking Colors unveiled the poster for the show which is engaging than the first Season. Along with action, even, Nayak says that while some shows make slated to go on floors by the year end. ‘24: Season thrill and adventure, Jai Singh Rathod’s personal money, others are ‘image drivers’. “The show 24 2’; Maruti Suzuki’s ‘premium crossover’ S-Cross upheavals will make for an intriguing storyline. has given us publicity worth Rs 15-20 crore. When is the presenting sponsor. We are in the process of putting together a cast was the last time you saw an Indian show featuring Raj Nayak, CEO Colors, says, “Season 1 of 24 comprising versatile actors and technicians.” on Wall Street Journal, The Guardian, New York was a game-changer on Indian television, and as Kapoor, who featured in one of the seasons of Times and CNN International?” „ we enter the production phase for Season 2, we the original American series, bought the official [email protected]

SONY LIV New Launches ‘LIV Shutter’, is a non-fiction series, while ‘Tan Lines’ is a youth-centric fiction series. By News Bureau

fter the recent launch of its original content show ‘Love ABytes’, Sony LIV, Multi part of the show, giving them an making that pivotal transition from Screen Media’s (MSM) digital video opportunity to shed their inhibitions college to professional life. Split into entertainment brand has rolled out and show the world what they got. 13 episodes of 10-15 minutes each, two more exclusive digital web series Uday Sodhi, EVP and Head, ‘Tan Lines’ captures the time the ‘LIV Shutter’, and ‘Tan Lines’. ‘LIV Digital Entertainment, MSM, says, protagonists spend in Goa before Shutter’, the non-fiction series went “It is a show about discovering they part ways.” on air on October 21, and can be your talents and unleashing your ‘Tan Lines’ is presented by

watched every Wednesday on the FOTOCORP full potential. Moreover, it is a Unlimited and powered by Maruti Sony LIV mobile app, and also on show where the audience can move Suzuki - Swift, while the associate the website, while ‘Tan Lines,’ the “Our young and from behind the scenes, into the sponsor is ‘Truly Madly’ and the fiction series was made available on cosmopolitan audiences show, making it the first of its kind ‘party partner’ is Fogg Deos. October 27. interactive show.” An official release claims, “With ‘LIV Shutter’ is centred on self- will connect with On ‘Tan Lines’, the fiction series, 20 million app downloads so far, LIV realisation and inspiration, and turns instantly with LIV which has been tailored for the is the first amongst its competitors to the spotlight on how the youth can Shutter’s format.” platform’s young viewers between the provide original exclusive premium push limits to achieve their goals. ages of 15 to 24, he adds, “This show content.” „ UDAY SODHI Viewers will also be invited to be centres on the lives of six teenagers [email protected]

26 afaqs! Reporter, November 1-15, 2015

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

adison towards building relationships with key clients and aurabh Srivastava MOutdoor Media a renewed thrust on new business wins. Shas been appointed Services (MOMS) Leo Burnett has appointed Amritraj Thakur as as the chief marketing has announced vice president, planning, at its Delhi office. He will officer, Jabong. He re-structuring of its work closely with Antony Rajkumar, executive will be based in Delhi. senior management vice president, integrated strategy planning, Leo Srivastava joins the team that will come into Burnett, in sharpening the agency’s strategic focus fashion e-commerce effect from November on key clients. The agency has also appointed portal from Mobikwik 1. As part of the same, Sachin Das Burma as group executive creative where he was serving Dipankar Sanyal, director for its Delhi office. He joins from Draft the same role. the current COO DIPANKAR SANYAL FCB Ulka where he was group creative director. He takes over the SAURABH SRIVASTAVA of MOMS has been Milestone marketing profile at promoted as CEO, Brandcom, the out-of- Jabong from Praveen Platinum Outdoor. home agency of Dentsu Sinha, founder and MD. Meanwhile, Jayesh Aegis Network, has Aditya Swamy, EVP, Viacom18 Media and Yagnik, the current roped in Ujjwal Anand business head, MTV and MTV Indies, has COO of MOMS, as country head for its decided to end his nine-year-long stint with the West and South has rural and experiential company and join online marketplace been elevated to COO, division, Milestone in a senior marketing role. Swamy joined MTV MOMS with national Outland. Anand will in 2006; he was responsible for growing the responsibility. be based in Delhi and channel’s footprint across TV, web, mobile and Grey Group India will report to Nabendu the live space. has appointed Salil Bhattacharya, CEO, Myntra, a fashion e-commerce platform, Inamdar as national SACHIN DAS BURMA UJJWAL ANAND Milestone Brandcom. has appointed Gunjan head, digital content He will be responsible Soni as its chief and creative. He joins the agency from Interactive for driving strategic marketing officer and Avenues where he headed digital creative and offerings. head, international content. Inamdar, who will be based in the agency’s Cheil India has brands business. She Bengaluru office, will spearhead all areas of digital announced the will join Myntra communications and report to Leroy Alvares, appointment of in December. In president, digital services for digital business and Prasanna Kulkarni as her previous role, client needs as well as to chief creative officer creative head, digital at as executive vice Sandipan Bhattacharyya. Cheil SWA. Kulkarni president for strategy Orchard Advertising has roped in Sharmine joins from Zenith at Star India, she Panthaky as vice president and branch head, Optimedia, he worked worked on new ADITYA SWAMI Mumbai. Panthaky will help push the agency PRASANNA KULKARNI as CCO. „ initiatives in content, sports and digital. Isobar, the MEDIA digital agency from the Dentsu Aegis ivek Krishnani PubMatic, a marketing automation software Network, has roped Vhas been company for publishers, has appointed Sudipto in Praveen Raj as appointed managing Das as its country manager for India. Das will creative director- director, Sony primarily be responsible for leading PubMatic’s West and South. He Pictures India (SPE sales in India, working to maintain and create will be responsible Films India). His new publisher relationships in this mobile-first for Isobar’s creative appointment will region. teams in Mumbai and be effective from Hindi newspaper Bangalore. „ GUNJAN SONI November 1. He group Patrika has replaces the recently annouced two senior retired Kercy level appointments VIVEK KRISHNANI MARKETING Daruwala, who held in its corporate side. the position since Parthasarathy N joins arico has announced the appointment of 2008. Krishnani will the group as vice MSanjay Mishra as the COO - India Sales be responsible for the president - corporate and Bangladesh. Mishra will be responsible for theatrical distribution and will be based further accelerating the Go-To-Market (GTM) of all Sony Pictures in Mumbai. Sanjay transformation journey which will boost the Entertainment films Gaur has also stepped growth agenda of Marico in India and Bangladesh. in the territory. RC VENKATEISH in as assistant vice Prior to Marico, Mishra worked as senior director Ashish Kirpal president and will be - GTM and sales capability at PepsiCo AMENA. Pandit has resigned as heading the corporate for Delhi. Aviva Life Insurance has announced the an executive director Dish TV has informed the Bombay Stock appointment of Anjali Malhotra Nanda as chief and CEO of Zee Exchange that its CEO, RC Venkateish has customer, marketing and digital officer. She Media Corporation ASHISH KIRPAL resigned (which will be effective from October will be responsible for Aviva’s brand marketing, Ltd (ZMCL). With 31). Associated with the company since 2010, product design, business analytics and customer over 25 years experience, Pandit has worked he will be associated with the company in an management, whilst building a roadmap for brand across telecom, retail, healthcare and FMCG. advisory capacity. „ Aviva in the digital space. „

28 afaqs! Reporter, November 1-15, 2015 MY FM RADIO A GAME CHANGER

,17(59,(: JOSY PAUL CHAIRMAN & CHIEF CREATIVE OFFICER, BBDO INDIA

Tell us about your favourite campaign? According to a What mediums were used to execute nationwide survey it? conducted by the One of my favourite campaigns is ‘The most Economic Times in interesting man in the world’ for Dos Equis beer. The campaign used TV, Radio, social media, digital 2012, Josy is amongst and other mediums. the top ten most influential people in Which medium do you consider the Indian advertising. easiest to devise campaigns for? Which A graduate from one is the toughest? St. Xavier’s College, It all depends on your ambition and how best you want to maximise the medium you use. With almost Mumbai with a all mediums you are dependent on other craftsmen degree in Atomic as well and so the ability to connect with your Physics, he is the creative partners is of utmost importance. man behind BBDO India and RMG Tell us about a campaign where you David. Here’s what he used Radio as a medium. Years ago, we did a campaign for United Colors of thinks about Radio Benetton where we got Chetan Shashital to sing as a medium of ‘Rang Barse’ in an Italian operatic style. We had to advertising. stop the campaign earlier than planned because all the season’s products were sold out! It was a big hit!

As a scriptwriter how do you measure the success of a Radio campaign? I measure the success of a Radio campaign not by numbers but by the influence it has on the overall campaign, its ability to create buzz and share-ability. If it goes on to become the lead contributor of the integrated campaign then you know it’s something exceptional.

According to you, how important is a good script in making a Radio campaign successful? to the masses in tier In early 2000, I had created a Radio content As in most mediums, everything II and III cities, does company called ‘Radioactive’. Things changed as is important- the idea, the script, Radio has hyperlocal Radio advertising offer we began to create more acts, not ads. These days the craft and finish. In the case reach. Marketers any other benefit to we create action-oriented ideas which everyone of Radio, more than any other marketers targeting can participate in. The Radio station amplifies these medium, it is the quality of sound should use this these areas? ideas in their own way. We follow a collaborative or voice. Radio gives you a chance to model and I have started to work very differently unique nature of create greater authenticity as with Radio now. How can a marketer Radio to sharply you can’t see the person. You leverage Radio as a are fully dependent on the How do you see the growth of the medium to reach out to target their voice and sound and there is no Radio industry in India? his target market? distraction. It’s one of the most Great ideas like the ‘Kan Khajura Tesan’ with Radio has hyperlocal reach. audience. unadulterated mediums. There’s millions of subscribers have shown us that Radio Marketers should use this unique minimum chance of bias based is evolving naturally. It’s growing and merging with nature of Radio to sharply target on looks, colour or the prejudices mobile technology and so it is here to stay. It’s just their audience. It is one of the that comes with sight which is that it will take on new forms and that’s what’s most empathetic mediums because it is as personal why it is called ‘The theatre of the mind’. exciting about the medium. It’s also what human as a WhatsApp message. beings want so badly, something personal that’s How does your approach change while based on pure sound. It’s a primal need and the Apart from effectively reaching out creating advertisements for Radio? buzz of life. z 1(:6(9(17

Presents

Building Brands in a Diverse Market At the Brand Owners Summit held in New Delhi, the audience was treated to insights on marketing and building a long-term brand in a diverse Indian market. he maiden edition of the Brand Owners Summit The company also launched aesthetic pen drives with saw participation from marketing heads from both topical designs which included IPL or Independence Day Ttraditional and new age businesses. Held at Le special editions. Meridian, New Delhi, on October 21, the day-long event However, he concedes that while trying to disrupt had speakers from diverse segments ranging from the the home entertainment space with DVDs priced at Rs 86-year-old DS Group to the upcoming experiential brand 50 the company lost on the channel margin and hence, Chaayos. the market. Moser Baer also faltered by buying content The event kickstarted with an insightful session rights for home video not knowing that digital will take on ‘The art and science of long-term brand building in over. diverse markets’ with C K Sharma, business head, DS The company now aims to create disruption in the Group. The `7,500 crore company operates in categories Sharma and Shetty: constant innovation LED lighting space. problem of both voltage and power like mouth fresheners (Rajnigandha, Pass Pass), foods fluctuation. Presenting interesting insights from radio (Catch Masala) and hospitality (tie-ups with Radison). disruption and sustaining a brand through continuous advertising was Ashwin Padmanabhan, chief operating Highlighting the importance of branding in a highly innovation’. Shetty traced his brand’s journey which went officer, Reliance Broadcast Network. cluttered and competitive market, Sharma says branding through product innovation from a floppy disk to CD/DVD He cited examples of how his brand Big FM, has allows companies to charge a premium and hence, is and had now entered the LED lighting category. created properties like Fakebook with Kavita, Family critical. Recalling how Moser Baer disrupted the optical Fortunes creating engaging content. He also doled out He further cited the example of brands that have media business in India, he shares that the company tips on how best brands can advertise on radio through created a niche for themselves in age-old categories brought an economical range of CD/DVDs bolstered branded content weaving their proposition in it. by creating their own space. In his list, brands like with extensive distribution. They also offered 100 Meanwhile, Priya Jayaraman, co-founder and Zara (textile), Fastrack (watches) and Rajnigandha have per cent replacement guarantee. Today, the company business director, Propaganda India, gave a sneak peak continuously evolved themselves. Deepak Shetty, chief claims to have 60 per cent of the market share in this into how their agency has been helping brands with their marketing officer, Moser Baer, spoke on ‘Handling segment. digital footprint going beyond social media. „

“Celebrity endorser is a double-edged sword”: Sharat Dhall, Yatra At the Brand Owners’ Summit, New Delhi, Sharat Dhall, president of Yatra.com, traced how the online aggregator became a formidable force in the online travel space.

oing for a vacation? Great! Have a safe and nice digital commerce space. trip, we tell each other when we learn of an Yatra.com, one of the key players in the online Gimpending trip. But, it may not be so nice after travel business, operates both in the B2B and B2C all as we have often spent hours waiting in queues for space. Founded in 2006, Yatra.com, which boasts of a everything under the sun - from making reservations on workforce of 2,000, has quickly become one of the top trains or planes, or retrieving our luggage, or finding players in the space. and booking hotels. The thrill of the trip is quickly Speaking about the company’s journey at the Brand replaced by the stress of organising the logistics of Owners’ Summit held on October 21 at Le Meridian, the trip. New Delhi, Sharat Dhall, president, Yatra.com, talked And then arrived online travel agents who did about how they approached branding the platform in a everything, yes, everything for you. And all you had to cluttered online travel space. do was just go for the trip. The online travel business The company started domestic flight bookings in had boomed and quickly occupied the leading slot in the Dhall: brand building 2007 and later entered the international flight booking

30 afaqs! Reporter, November 1-15, 2015 “Word-of-mouth through the internet has become critical”, Sunil Raina, At the Brand Owners’ Summit, New Delhi, Sunil Raina, business head, Xolo India gave insights into how they have fortified their position in the highly cluttered smartphone market of India.

olo, a homegrown smartphone brand, from India. They are more likely to experiment, be value Lava International had entered the smartphone conscious, and digitally active. Xmarket when it was dominated by international "49 per cent of our customers live in tier I or players. The brand, slowly yet steadily, created a niche metro cities (Delhi, Mumbai, Bengaluru, Kolkata and for itself with its competitive pricing, offering high- Ahmedabad). The word-of-mouth through the internet end technology to consumers. Sunil Raina, business has become very important," adds Raina, noting a head, Xolo India traced the brand’s journey at the trend. Brand Owners Summit held at Le Meridian, New Delhi The brand took inspiration from Indigo Airlines, recently. which promises on-time departure making their service Giving the audience insights on how the company a class apart in the category. built the brand Xolo from scratch, Raina explained "In our category, 50 per cent role is played by that they entered the market to serve an unattended the product itself," said Raina, adding that they segment of high technology phones priced reasonably. Raina: disruting the market have created 75 dedicated after sales centers He said that when Lava International entered the urban called Xolo Care Express. The phones are serviced centers, it did not have enough presence, and had to reasonable without comprising on the technology," in a day, and consumers can see the repairing face stiff competition from the likes of Samsung and he highlighted. process as well. . The company focused on creating high-quality Xolo also claims to have achieved ‘industry "We found out that consumers were not interested products which were high on technology with firsts’, which include creating an India specific in Indian brands selling the same kind of products. Lava reasonable pricing. It also took the AVRE approach in operating system (OS) ‘Hive’, smartphone with International adapted a dual brand strategy launching the market (availability, visibility, recommendation and processor, first 4G phone, lightest smartphone, Xolo, apart from the pre-existing brand Lava. While education). partnership with Liverpool and exclusive Twitter Xolo targeted urban consumers Lava was catering to "A lot of our investment goes in educating the launch of phones. rural consumers," he said. consumers about choosing the right product. The price The brand ‘Xolo’, Raina asserted, is not for the He recalled that Lava was very strong in tier-II and margin of our products is high, and the buying decision masses and hence is promoted differently. The tier-III cities, and added that their research showed is cost dependent. Hence we educated and informed company uses digital and social media heavily to reach that there were two kinds of consumers - those who our consumers. In terms of visibility, we only used a out to consumers. buy phones for price, and others who buy them for certain kind of media mix, and reached out to a set of "We have primarily focused on doing football pride. The former prefer low costs, hence low-end consumers," Raina stated. partnerships as our TG has football enthusiasts," he technology, while the latter wants high-end technology, Xolo, on the other hand, targets early adopters informed. and therefore high price. of technology as they are open to experiment in the The company currently has 3.5 million Facebook "We sensed an opportunity somewhere category, and value innovation. Their TG is 15 to 24 fans, 20, 000 Twitter followers, and its brand website between the two. We decided to keep the price year old middle class tech enthusiasts living in urban receives 1.5 million monthly hits. „

segment in 2011. cent of bookings come from mobile," he adds. a humorous campaign ‘Ehsan Mat Lo’. The core idea "As online travel took off, it coincided with the entry After creating a competitive product, Yatra decided stems from the fact that people tend to stay with of low-cost carriers offering good deals which broke to create brand awareness and visibility. The company friends and family while travelling to other cities, the barriers in the online air ticket booking space. In brought Boman Irani on board and executed its first assuming hotels will be expensive. fact, during the period 2006-2010, online commerce television campaign in 2007. Its objective was to "We had a large inventory of budget hotels and we was all about travel," explains Dhall. communicate the ease of using the platform and wanted to communicate the same to our consumers," According to him, their business was growing fast creating awareness about it. The brand leveraged Irani Dhall says. as more and more consumers were coming online till 2009, and executed another campaign featuring In terms of advertising strategy, Dhall mentions that and experiencing digital commerce. Yatra made a few him as a travel agent telling consumers that even their they have moved away from celebrity endorsements strategic acquisitions which included startups like travel agents use Yatra for bookings. and focus on insights. Travel Guru which helped the company to diversify in In 2012, Yatra brought popular Bollywood star "A celebrity endorser is a double-edged sword. the hotel booking business. By 2010-11, the company Salman Khan as brand ambassador. There is always an element of risk involved in terms decided to diversify from pure flight bookings to hotels "The idea was to shake up the category as everything of brand growth with that of the celebrity’s career," and holiday packages. This space had a large number of then was status quo. We wanted people to re-evaluate he notes. suppliers posing a great opportunity for an aggregator the brands they were using. The idea was to break Yatra is focussing on insight-driven advertising with like Yatra. clutter by getting a big star featuring in deal-focussed the aim to get consumer attention and let the brand and Meanwhile, the low-cost smartphones had made campaign. It also took Yatra beyond large cities as its communication to come through. their way into the Indian market and the internet Salman has a massive fan following in smaller cities," One example of this strategy is the brand’s recent penetration was increasing by then. The mobile Dhall explains. campaigns like ‘Passion Trails’ in partnership with The medium, said Dhall, has been a big part of Yatra’s In 2014, our focus was on the online hotel booking Times of India, which focusses on travellers. Another business over the last few years. business as the segment is still extremely under- campaign by the brand titled, ‘Yatra to my city’ urges "More than 50 per cent of the platform’s traffic penetrated as compared to flight booking business. consumers to talk about what makes their city special comes from the medium. In the hotel category, 40 per Taking an insight from the category itself, we executed from a tourism point of view. „

afaqs! Reporter, November 1-15, 2015 31 1(:6(9(17

CK Sharma on the art and science of long-term brand building in All ears diverse markets

Ashwin Padmanabhan on how best brands can advertise on radio through branded content Deepak Shetty on Handling disruption & sustaining a brand through continuous innovation weaving their proposition in it

Panel discussing the art of building a ‘start-up’ brand in diverse Indian markets Priya Jayaraman on The business of building brands online

Rahul Kansal on How to keep a 177 year old brand young A question for the speaker

32 afaqs! Reporter, November 1-15, 2015 Sumit Bedi on Building and sustaining a B2B brand in the Digital World by IndiaMART Putting his point across

On the sidelines Sunil Raina on Winning the Indian markets, the XOLO way

Rajat Tuli on Making of a successful quirky youth centric brand - Happily Unmarried Refreshment time

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