April 1-15, 2012 Volume 3, Issue 7 `100 28

ONLINE

Are news, content and e-commerce sites doing enough on social media platforms to attract traffic - and business?

208 32 34 PLUS KEVIN KELLER Brand Imperatives 14

BBC WORLD SERVICE New Superhero 16

DISCOVERY DEFINING MOMENTS BADE ACHCHE LAGTE HAIN PROFILE No Kidding 22 Abdul Khan All Hype? Narendra Alambara FICCI FRAMES 2012 The Tata Teleservices man on How sex does not Daily Thanthi’s CEO loves his journey so far. necessarily sell. to experiment. Points of View 40

EDITORIAL

This fortnight... Volume 3, Issue 7

EDITOR Sreekant Khandekar arketers take note. In January this year, Pope Benedict XVI referred to social media as “the starting PUBLISHER Mpoint of communication for many people who seek advice, ideas, information and answers.” As Prasanna Singh he expanded on the theme, which was part of the annual message for World Communications Day, he EXECUTIVE EDITOR became more specific. Prajjal Saha In an obvious reference to Twitter, he said, “In concise phrases, often no longer than SENIOR LAYOUT ARTIST Vinay Dominic a verse from the Bible, profound thoughts can be communicated, as long as those taking part in the conversation do not neglect to cultivate their own inner lives.” The papal LOGISTICS April 1-15, 2012 Volume 3, Issue 7 `100 Rajesh Kanwal ‘thumb’s up’ would have gladdened the hearts of many online players, whether they 28 ADVERTISING ENQUIRIES were interested in religion or not. Neha Arora, (0120) 4077866, 4077837 Noida Although brands and marketers have acknowledged the importance of social media Khushboo Varadkar, (022) 40429702-5 for quite some time, they have learnt to use it effectively only recently. A mere presence Mumbai on social media doesn’t matter anymore. I know of a local kabab centre which accepts [email protected] orders on Twitter and is doing good business. ONLINE Marketing Office In this issue’s cover story, we haven’t looked at how offline brands use social media. B-3, First Floor, Sector-4, Noida-201301. Are news, content and e-commerce sites doing enough on Tel: (0120) 4077800. social media platforms to attract traffic - and business? The story is more about the relevance of social media for mass destinations such and Mumbai 208 32 34 PLUS news and content sites as well as ecommerce destinations. How are they using social KEVIN KELLER 501-502, Makani Center, 5th Floor, Brand Imperatives 14 BBC WORLD SERVICE media to drive traffic and generate business. Off Linking Road, Bandra (W), New Superhero 16 DISCOVERY Mumbai - 400050 DEFINING MOMENTS BADE ACHCHE LAGTE HAIN PROFILE No Kidding 22 Abdul Khan All Hype? Narendra Alambara FICCI FRAMES 2012 The Tata Teleservices man on How sex does not Daily Thanthi’s CEO loves For instance, a recently launched sports website soon learnt that people wouldn’t Tel: +91-22-40429 709 - 712 his journey so far. necessarily sell. to experiment. Points of View 40 visit its social media page or like to be a fan, simply because they didn’t know about the Bengaluru brand. It then made a smart move. It created separate pages for different sports - football, S-1, New Bridge Corporate Centre, 777 D, 100 ft Road, Indira Nagar, cricket and basketball, for example. Bengaluru - 560038, India The social media users readily became fans of these dedicated pages, depending on their interests. It Subscription Enquiries Garima Agnihotri, (0120) 4077837 became so popular that the individual pages had five to 10 times more fans than the website’s main pages. [email protected]

The other surprise is that, in many cases, traffic from social media websites to such sites was far higher Printed, published, and owned by than that from popular search engines. Prasanna Singh, Publisher, 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, Prajjal Saha Phase II, New Delhi – 110028. [email protected] Cover Illustration Tiffin Box CONTENTS 46 35 PLUS

TMI SURVEY SLICE Handset Hotlist 22 Out-of-the-bottle A number under FICCI-KPMG the crown that Healthy Growth 24 could connect you to Katrina Kaif. AFAQS CAMPUS Social Media Marketing 31 INTERVIEW 14 12 Arvind Rajan TRAVEL TRENDZ TV Linkedin’s managing director Exploring India 34 on what it is planning. ING LIFE POV 26 Life in a Metro 47 Monitoring Agencies PARLE VODAFONE-BLACKBERRY What does the formation of the Big Happy Family Return of the Boys FEMINA TAMIL National Consumer Protection What’s happiness? Eating a Introducing the ‘prepaid’ BB More to Come 48 Agency actually mean? cookie? messenger.

afaqs! Reporter, April 1-15, 2012 5 TELECOM 1(:6%8//(7,1 /RVLQJWKH5DFH Sponsored by

Nikon India> The digital imaging firm is all set to increase its marketing budget in 2012-13 to `150 crore as it chases 30 per cent market share in the compact camera segment in the country by next fiscal. At present it has 25 per cent market share in compact camera segment and has spent about `120 crore on advertising and marketing cam- paigns so far. Additionally, the company hopes to mainitain its leadership position in Digital-SLR segment. Currently it has 55 per cent market share in the DSLR segment.

Rasna> The fruit juice concentrates maker is setting up a separate subsidiary - Rasna Beverages - to manufacture, dis- lthough Android as an operat- usage, they often do not face any tribute and market high margin ready-to-drink beverages like ing system has been growing geographical limitations as well. energy drinks, fortified water and premium juices in tie-up at a considerable pace, the Most web browsers including the with global firms. The company is in talks with two European A and one American firm. The company plans to build a green- same cannot be said about its appli- latest internet explorer (the default MARKETING field plant to manufacture the high-margin beverages either cations business. According to a new browser for Windows operating sys- in Gujarat and Maharashtra, with an investment of 50-60 study conducted by IDC and mobile tem), today support web applications. ` crore, that would be operational by 2013 summer. developer platform and services pro- Even though Android has lost share vider Appcelerator, developers seem in the apps domain, newer operating to be losing inter- systems like Windows The company is Nissan Motor>The automotive company plans to launch est in the creation of Many popular Phone have seen a planning to re- its heritage brand Datsun in the mass market category in applications for the substantial increase in India. The historic brand Datsun was discontinued in 1981. Google open source Android appli- their apps kitty due introduce Datsun The company would be launching two cars mobile platform. cations have to increasing interest for the markets of designed, developed and manufactured in Also, though Apple already been of developers towards India, Indonesia India for the Indian market which still remains the hot these platforms. A rea- and Russia. will be priced below 4 lakh. The favourite, many devel- ported to the son for the growing first car is scheduled to hit the opers are now shifting interest can be attrib- market in the first half of 2014. their focus towards BlackBerry app uted to the fact that web or HTML 5 based world and more many big names are applications which are are expected to backing these young Woodland> The footwear and apparel brand is plan- now accessible from platforms. For exam- ning to invest about `12.5 crore to develop a skincare and almost all corners of make their way. ple, Windows Phone foot-care range that it plans to launch by September. The the world. Developers was supported by company plans to invest `12.5 crore on R&D and intends to often choose the most popular Nokia sometime back. do a business of `500 crore in the first year. The products platform depite the availability of BlackBerry has been lacking or like body and sunscreen lotions, massage oils and face wash- multiple operating systems and lack losing the application battle for some es will be initially sold through the company’s 350 outlets of interoperability between them. time but it is expected to gain from and then via other retail stores. The reason behind the popularity the Android application compatibil- of web applications is simple as these ity that has been made possible for applications are not just limited to their devices. a particular device, they are acces- Many popular Android applica- The product has LG Electronics > South Korean electronics company is sible by all computers as well as tions have already been ported to a 9.1 speaker sys- eyeing market leadership in the 3D home entertainment seg- mobile devices simply though a web the BlackBerry app world and more ment in India by June 2012 with an aim to achieve 50 per cent browser. applications are expected to make tem which adds market share. The company at present claims to have a 40 per Along with the ease of their way to the later soon. four upright 3D cent market share in 3D televi- Speakers. sions. It has recently launched a 3D home theater system which QUOTE OF THE FORTNIGHT will complement large-screen LCD and LED television sets. ‘‘We are going to raise the prices of all our products and will pass on the entire Hewlett Packard> The company is merging its additional excise duty. printer and PC business in a major reorganisation to Currently we are working on save costs and boost growth. It is also planning to unify the exact amount of other functions such as marketing across the business to promote a stronger brand and improve efficiency. HP, the the hike.’’ largest US technology company by revenue, is struggling MAYANK PAREEK, MANAGING EXECUTIVE OFFICER (MARKETING AND

SUSHIL KUMAR to keep its core personal computing business in the black SALES) MARUTI SUZUKI INDIA ON AUTOMOBILE COMPANIES INCREASING as mobile devices from tablets to smartphones eat into PRICE OF VEHICLES IN THE ECONOMIC TIMES. sales.

6 afaqs! Reporter, April 1-15, 2012 Partners Supporters Offical festival venue KERALA 1(:6%8//(7,1 1R1HZVSDSHU'D\ Sponsored by n March 20, most homes Mathrubhumi claims that about 95 in Kerala were deprived of per cent agents are not interested in Otheir daily dose of morning this strike and hints that the strike newspapers due to a strike called by was spurred by political agenda. the agents, led by the Coordination According to him, the newspaper MTunes HD> MTunes HD, positioned as a Bollywood Committee of Newspaper Agents’ agents are being beaten up and forced music channel in HD, has opted for the ‘video exclusivity Unions of Kerala. by union members backed by a polit- route’ to differentiate from the herd. The channel has part- The group has gone on an indefi- ical party to not distribute the papers. nered with various music companies for exclusive rights to nite strike with a list of demands “They are trying to hold us ran- air the making of the forthcoming ‘movie chartbusters’ seven from newspaper publishers. The som to their illogical demands but days prior to the official video release of the songs on other newspaper distributors want a hike we won’t give in to their threats. broadcasting networks. The format will be showcased under MEDIA in trade discount from the current 28 Anyway, the situation should turn the banner, Kal ka Super Hits (super hits of tomorrow). per cent to 50 per cent of cover price. better as not many agents are willing Normally, the trade discount in to go ahead with this strike,” he tells most markets range between 18-22 afaqs! Reporter. The IBF will hold IBF> The Indian Broadcasting Foundation (IBF), the per cent, being already a 60 per cent Indian Society of Advertisers (ISA) and Advertising Agencies higher in Kerala - the Association of India (AAAI) have formally launched the entity, stake, while the Broadcast Audience Research Council (BARC), wherein the highest among the four ISA and AAAI will South Indian states. IBF will hold 60 per cent stake. The ISA and AAAI will hold 20 per cent share each in the official body. BARC will commission Also, Kerala is the hold 20 per cent independent specialist research vendors to conduct audi- only state where news- share each in ence measurement. The research will be commissioned and paper distributors take BARC. NEWSPAPERS IN conducted using appropriate methodologies to offer findings a service charge of `15 related to broadcast audiences and TV ratings. to `20 per title every month from the house- holds. “If you put togeth- MSM> Multi Screen Media (formerly Sony Entertainment er all the dailies in The retail ad In fact, the inci- Television) has named its soon-to-be launched channel Six. Kerala, service charge dent has affected the Nitesh Kripalani has been tipped to be the business head of the sports channel. Currently, he is the network’s vice- and commission alone volumes of the retail ad volumes of president business development and digital/syndication. amounts to about `400 the Malayalam dai- Malayalam Once launched, Six will be the 11th channel in the sports crore per year, still they dailies have lies, which have come broadcasting genre, which is currently dominated by two want a hike!” asserts M down by about 20 per main networks ESPN Star Sports and Zee Network owned V Shreyams Kumar, come down cent because of the stir, Taj Television. director, marketing, by about 20 as per industry esti- Mathrubhumi. mates. However, there Besides, the agents per cent. is no change in the have also demanded national ad volumes. Raj Television Network>Raj Television Network has that the number of pages per issue According to an official commu- digitised its entire library of Tamil movie rights as part of a be limited to only 16, which would niqué released by Indian Newspaper pilot project. The company owns 3000 movie rights. Raj TV mean that the newspapers will have Society (INS), the only major news- sees good potential for revenue generation by exploring the hidden assets - movie rights by way of digitisation in various to discontinue supplements. paper that is not facing any resistance languages and dubbing. The company had recently remade The newspaper distributors have is Deshabhimani. Industry sources old super hit movie ‘Karnan’ with Sivaji Ganesan in the title also demanded other facilities like have also informed afaqs! Reporter role. A magnum opus, the movie received a good response. festival allowance, setting up of a that the small newspapers have welfare fund and pension, increas- remained unaffected by this strike. ing the commission period to five The area worst affected is the months from the present two Malabar region. While The Hindu The target is Taj TV India launches Ten Golf>After much delay, Taj months, increasing travelling allow- had to cancel its Kerala editions, The to attain about Television India has finally launched its fourth offering, Ten ance per household, among others. New Indian Express also cancelled 5,00,000 sub- Golf, a dedicated 24-hour golf channel. The other channels in Shreyams Kumar of its Kozhikode edition for a day. the bouquet include Ten Sports, Ten Cricket and Ten Action+ scribers in the On the programming front, the channel will air a mix of live, next three years. non-live and feature programming.To begin with, the channel QUOTE OF THE FORTNIGHT will be available on Dish TV, Hathway Cable and Datacom’s digital set top boxes (STBs). Priced at `200, it will be offered ‘‘Given that marketing budgets as a standalone of companies always take property. into account the service tax component, now there will Colors>Colors is experimenting with the social thriller gen- be more money available to re with the launch of the fiction show, Chhal - Sheh Aur Maat. be spent on media other than Depicting betrayal and mystery, the daily went on air on 19 TV and radio (which are not March at 9 pm. It added to Colors’ programming lineup rep- resenting dramas, romantic comedies, sports entertainment exempt from service tax).’’ and scripted reality. Produced by 24, it will air from Monday- NAVIN KHEMKA, MANAGING PARTNER, ZENITHOPTIMEDIA IN THE Friday. The story is of a newly-wed bride who is entwined in E TIMES, ON HOW SERVICE TAX EXEMPTION WILL LEAVE ADVERTISERS WITH SURPLUS FUNDS. ONOMIC a situation where her life changes dramatically.

8 afaqs! Reporter, April 1-15, 2012

ROAR YOUR WAY TO CANNES 1(:6%8//(7,1 µ:D\WR&DQQHV¶ Sponsored by hinkpot Productions, in and look forward to having two association with Swiss winners this year.” TInternational Airlines and Rajiv Agrawal, the winner of the afaqs!, has announced the second previous edition of Roar Your Way edition of the Roar Your Way to to Cannes, recounts his experience. SpiceJet> SpiceJet is looking for a creative partner and Cannes (RYWTC) contest. He says, “I am probably the only around six agencies have been asked to present ideas. Aspiring participants are required guy in the world, and a proud one at The eventual decision will be taken this month. Contract to send in an original script, written that, who landed in Cannes on the Advertising in Delhi has had the business since December sometime within the past year. The basis of a rejected script!” 2008. Madison Media will continue to handle the media script can be for any existing brand Agrawal was at JWT at the time planning and buying duties. or product. An important criterion and had submitted a script that he is that the script should have been had written for the brand Monster. rejected by the send- com. “I had forgotten The size of the Mankind Pharma> Mankind Pharma has called for a er’s boss or client! all about my script as business is pitch for two new products to be launched in the eye care The scripts received an entry to the contest and skin/scar treatment categories. The pitch, which is in its will be judged by till I got a call asking said to be in the initial stage, is currently underway in Delhi. The size of the a panel including me if I had a passport. range of business is said to be in the range of `10-12 crore. According Agnello Dias, co- A ruckus broke out in `10-12 crore. to reports, the company is on an expansion spree and plans founder and CCO, the office,” he fondly to launch several new products this year, especially in the Taproot India; Amit recalls. dermatology and cardiology categories. The company will also Akali, NCD, Grey This was especially focus on aggressive promotion of its products in the over-the- Worldwide; Arun Iyer, exciting as Agrawal counter (OTC) category.

ADVERTISING NCD, Lowe Lintas had shifted to the crea- and Partners; Josy tive department only a Paul, chairperson and couple of years earlier. >> ACCOUNT MOVEMENT CCO, BBDO India; “What followed was K V Sridhar, NCD, an eight-day trip that > Bartle Bogle Hegarty (BBH) has won the creative Leo Burnett; Malvika will be etched forever mandate for Skoda India. The win follows a multi-agency Mehra, NCD, Grey in my memory,” he pitch that took place in Mumbai. BBH’s Mumbai branch Worldwide; Rajiv enthuses. will handle the business. Besides Rao, NCD, Ogilvy The winner will get BBH, Saatchi & Saatchi and Bates India; Senthil Kumar, an opportunity to trav- India were also in the fray for NCD, JWT India; el to Nice via Zurich the account. Prior to this, Saatchi Soumitra Karnik, on Swiss International & Saatchi serviced the brand NCD, Dentsu India; Airlines; departure will and agencies such as Saints & Swati Bhattacharya, NCD, JWT; be from Mumbai or Delhi. Delegate Warriors, Law & Kenneth and iB&W have also worked on the brand previously. and Thomas Xavier, chairman and fees will be covered; this will include NCD, Orchard Advertising. entry to all official Cannes activities Murali Govindan, producer, and award ceremonies. The runner- Thinkpot Productions explains that up will get to travel to Nice via > After losing the business in 2001, Leo Burnett has won scripts get shelved for a number of Zurich, with the option of stopping back the creative duties for Coca-Cola India’s lemon soft reasons and this is an opportunity to over in Switzerland. drink brand, Limca. The agency won the business following celebrate an original idea in a light The contest is open from March a multi-agency pitch called in January beating McCann hearted manner, without the aggres- 12 to the first week of this month. Erickson, Ogilvy and Lowe Lintas. Ogilvy was the incumbent siveness of a rigid competition. To take part in the contest or gather on the business. “Rejection is never the end of the more information, aspirants may road, and this competition is a testa- visit www.thinkpot.in. ment to this fact,” Govindan says, For the record, Swiss International Western Railway has empanelled eleven agencies for Mumbai, Ahmedabad adding, “We are excited to partner Airlines (SWISS) serves 72 destina- > and Indore after a multi-agency pitch process conducted in Mumbai. The creative with afaqs! and Swiss International tions in 38 countries via Zurich and mandate for Mumbai will be handled by a roster comprising Sai Advertisers, Airlines to take this forward Swiss International airports. Mercantile Advertising, Prabhatam Advertising, Snappers Advertising & Marketing, Concept Communications and Inter Publicity. Navnitlal and Co., Interads and Apex Advertising form QUOTE OF THE FORTNIGHT the roster for Ahmedabad, and Deepak Advertising and Anil Publicity ‘‘The way a brand can Bureau for Indore. make itself valuable to the consumers is by offering something more than just the > BMB India, the 50:50 joint venture between Trevor Beattie’s BMB and Madison functional benefit or creating World has won the creative duties for O-SIX awareness about itself.’’ Travel & Hospitality. Ad spends for the PRASOON JOSHI, EXECUTIVE CHAIRMAN & CEO, MCCANN INDIA same are estimated at `5 crore. The media & PRESIDENT, MCCANN WORLDGROUP SOUTH ASIA, ON COCA-COLA’S duties are currently handled by Brandcomm. FOTOCORP ADVERTISING IN BRAND EQUITY. However, it is learnt that a media pitch will be called for, about two months from now.

10 afaqs! Reporter, April 1-15, 2012

1(:6$'9(57,6,1* VODAFONE The Return of the Boys Launched first on YouTube, the recent campaign marks the return of the BlackBerry Boys, and talks about BBM, which is available on Vodafone’s prepaid service for just `5 per day. By Anushree Bhattacharyya

n 2010, the ‘BlackBerry Boys’ were introduced looked surprised as they were joined by a host of explains, “The TVC highlights the BlackBerry to the nation to convey that the smartphone new people, this time they are sad, as their world Messenger and how it is available at a cheaper rate Iwas no longer a device that belonged exclu- has been overtaken by youngsters,” adds Aggarwal. on prepaid services now. An extension of the old sively to the executive world, and had expanded to Rajiv Rao, national creative director, Ogilvy, television campaign, this time the self-claimed appeal to the youth. ‘BlackBerry Boys’ are forced to Launched on YouTube, the give up their title to the youth and recent campaign of Vodafone hence are not happy. It emphasises marks the return of the BlackBerry how they have lost their limelight Boys, this time to talk about the and using BBM is no longer a big BlackBerry Messenger Service deal.” (BBM) available on its prepaid While the longer version of service for just `5 per day. the TVC, which is about two Conceptualised by Ogilvy minutes in duration, is available India, the television commercial on YouTube, the shorter ver- shows five men in suits, talking sion is being aired on various about how they are no longer television channels. The five char- the ‘BlackBerry Boys’ because the acters are also being promoted on youth uses BBM service for vari- the brand’s Facebook page and ous purposes, right from sharing Twitter handle. pictures to music and many more, which takes them beyond the world of chat- “This time the GETTING IT RIGHT? ting. The TVC is shot in a manner that gives self-claimed or advertising professionals, the ad is an the impression of a ‘boy-band’ music video and Fextension of the original ‘BlackBerry Boys’ is backed by the song, ‘They are the BlackBerry ‘BlackBerry Boys’ TVC. In their opinion, while the TVC establishes Boys’. are forced to give the proposition clearly, it fails to create a differen- Speaking to afaqs! Reporter, Anuradha tiation between the old and the new one. Aggarwal, vice-president, brand communication up their title to the Nima DT Namchu, senior vice-president and and consumer insights, Vodafone India, says, youth.” executive creative director, Contract Advertising, “The advertisement was based on the simple RAJIV RAO says, “If you ignore the fact that BlackBerry may

insight that while youngsters want to use smart- FOTOCORP not be as cool for youngsters as it used to be, I’d phones, they do not want to be burdened with a say the commercial gets the message across pretty heavy bill at the end of every month. Therefore, clearly. However, the sequel didn’t feel as fresh as we launched a proposition for them, saying that “BBM as the the original did. But I guess that’s the thing with they can use BlackBerry services as it is available sequels - you have to work harder at it.” on Vodafone prepaid. This time, we took the messenger service “I like the Boyz II Men take by the music story forward, with BBM as the messenger ser- is a private social director. But they should have worked harder vice which is a private social network by itself and network by itself.” on the lyrics so that they didn’t have to buckle we want to create a way through which young- under pressure and show young people with their ANURADHA sters can use this service, without compromising BlackBerry phones. They could have definitely on their pockets.” AGGARWAL “While in the first TVC, the men in suits FRQWLQXHGRQSDJH>> SUSHIL KUMAR

1(:6$'9(57,6,1* PARLE One Big Happy Family To promote its newly launched choco-chip cookies, Happy Happy, Parle Products uses the old technique of morphing to emphasise that eating the cookie brings happiness. By Anushree Bhattacharyya

o promote its new choco-chip cookies, Happy Happy, Parle Products has launched Ta campaign that uses the old technique of morphing to emphasise that the cookie belongs to the masses, and eating it brings happiness. Conceptualised by Everest Brand Solutions, three television commercials (from one long video) have been created, which show different people such as a Bengali woman, a school boy, a Sardar and a South Indian lady grooving to a tune while taking a bite of the cookie. The TVC is backed by a jingle, ‘Happy Happy’, which is played in the background. Speaking to afaqs! Reporter, Shalin Desai, group product man- USP of the brand. With this TVC, a happy film for a happy product! Surely breaks ager, Parle Products, says, “With we have tried something visual- a record for the number of times a brand name this campaign, we wanted to lever- ly different, with extensive use of appears in an ad. Happy jingle, happy models using age the brand name Happy Happy morphing and special effects.” the product - this ad is a client’s dream come true. and create a simple, effective and Samir Chonkar, executive If the brief was just to register the name in people’s clutter-breaking communication creative director, Everest Brand heads, then well done! It’s old school, right down that compliments the name and the Solutions, explains, “Happy Happy, to the dated morphing effect but somehow, inex- the choco-chip cookie, is targeted at plicably, it works. Sometimes it’s refreshing to see the masses and comes in two pack an ad that’s not embarrassed to be an ad. Is it great The three TVCs sizes priced at `5 and `10. It has advertising? No. Will it win awards? No. Does it been positioned as a mass product, make me happy? Yes.” have been which is liked by all irrespective Joy Chauhan, executive business director and of age. Morphing in an interesting vice-president, JWT, remarks, “The first thing I conceptualised manner enabled us to establish the get busy with while looking at the film is, ‘I have by Everest Brand fact that the cookie belongs to the seen something like this before’. I guess the mor- masses.” phing treatment makes me think that. Parle ads in Solutions. the past have missed out on insight at times but LEAVING AN IMPRINT have done well in execution. This time around, hile advertising professionals the execution, too, does not seem novel. The films Wagree that the TVC leaves seem like edits made out of one big one.” one with a happy feeling, they add “The music is irritatingly catchy. Last but not that the technique used is old and the least, the legal team has yet again got the bet- therefore, the campaign lacks fresh- ter of marketing. While it says ‘loaded with choco ness. chips’, you almost miss those five-odd pieces of Ryan Menezes, chief creative choco chips on the poor cookie!,” he adds. „ (Top)( Desai and Chonkar officer, Percept/H, says, “Well, it’s [email protected]

According to Keller, it is impor- to all customers, understand what KEVIN KELLER tant for a brand marketer to fully and they know and like about brands, and accurately factor in the consumer what they don’t know or don’t like.” into the branding equation. “Brand He gave the example of Nike - ‘If Demystifying Marketing marketers must strive to stay close you have a body, you are an athlete’. “This showed that it was not just Cogito Consulting organised an exclusive marketing to athletes, but also mar- talk by Kevin Lane Keller, on ‘The New Brand keting to everyone,” he said. As a second marketing impera- Imperatives’. By Shibani Gharat tive, Keller said that it is important for brands to go beyond product n a day when cricketing icon the ice with the audience. The rest of performance and rational benefits. Sachin Tendulkar scored the talk, supported with interesting He emphasised the need to have Ohis hundredth hundred, examples, gave branding a different well-crafted products for a full set brand guru Kevin Lane Keller start- perspective altogether. of rational and emotional benefits. ed his session on ‘The New Brand Cogito Consulting, the brand He stressed on how brand marketers Imperatives’, declaring to the packed consultancy division of the Draftfcb must increasingly utilise functional room, “I am a rare American who can Ulka Group, organised an exclusive and aesthetic design principles and understand cricket.” The marketing talk by the acclaimed marketing and and branding guru instantly broke brand management guru. Keller: decoding brand’s DNA FRQWLQXHGRQSDJH>>

14 afaqs! Reporter, April 1-15, 2012

1(:6$'9(57,6,1* BBC WORLD SERVICE TRUST The New Superhero BBC World Service Trust, in partnership with PSI and the International Union against Tuberculosis and Lung Disease, creates awareness about tuberculosis. By Anushree Bhattacharyya

he Central TB Division (CTD), along with The Union and World Vision India T(WVI), has launched a nationwide cam- paign under project Axshya to create awareness about tuberculosis and its symptoms. The campaign is based on the findings of a research conducted by Population Services International (PSI). The findings indicate that in most cases, a cough is not perceived as a seri- ous issue by people. Also, a lot of time is spent in shopping for solutions like home remedies, approaching quacks or chemists, and going for a battery of tests, leading to a worsening of the PSI, explains, “The idea is to focus on two core condition and low awareness about the medical factors - low knowledge level and changing the services available. “The creative present perception of low risk to how dangerous The new campaign creates a link between two challenge was the actual situation can be.” weeks of cough and tuberculosis, and urges peo- to turn sputum, The campaign, created in four languages - ple to test sputum at the Designated Microscopy Hindi, Kannada, Marathi and Punjabi - will Centre (DMC) or Bulgam Jaanch Kendra. which is not continue till the end of this month. Created by BBC World Service Trust really pleasant, on The television commercial is currently on (BBCWST) in partnership with PSI and The air on various Hindi general entertainment and Union (International Union against Tuberculosis its head.” news channels, apart from several regional chan- and Lung Disease), the campaign features a ficti- RADHARANI MITRA nels including Zee Marathi, Zee Talkies, STAR tious superhero, Bulgam Bhai. The superhero sits Pravah, PTC Punjabi, PTC Chakde, PTC News, in his den with all nec- 9X Tashan, ETC Punjabi, Udaya TV, Suvarna TV essary gadgets that help and get their sputum checked. and Kasturi TV. Also, radio is being used through to detect cases of coughs Radharani Mitra, national creative director and the launch of the Bulgam Bhai radio show, which that have lasted for more executive producer, BBCWST India, says, “The comprises of 15 interstitials of two minutes each than two weeks. On hear- creative challenge was to turn sputum, which is and six episodes of 15 minutes each. ing anyone coughing, he not really pleasant, on its head and come up with The campaign will also use outdoor media, introduces himself as an idea that can, over time and through exposure, along with promotion through traditional media, ‘myself Bulgam Bhai’ gain currency of its own and ring a bell on the street theatre performances, a video van activity and urges people with right thing to do, if one has been coughing for over and an inter-personal tool-kit containing games prolonged cough two weeks. One can love or hate Bulgam Bhai, but and puzzles, which will be used by health workers symptoms to go to the can’t be indifferent to him!” to create awareness. „ Bulgam Jaanch Kendra S Shankar Narayanan, director, programmes, [email protected]

<< FRQWLQXHGIURPSDJH strengths and weaknesses. The best To elucidate, Keller cited the sibility and manage brands in the example for this, he said, is Red Bull, example of popular crayon brand long run. “Avoid over-exposing, which utilises online interactive com- Crayola, and how it initially offered over-extending, over-moderating Demystifying... munication, experiential marketing different number of crayons in boxes and over-discounting, in short, avoid and traditional media complement- of various sizes. “Later, it decided to death by 1000 cuts,” he said. techniques, as well as understand ing each other. go beyond crayons to produce col- He feels that improving social the duality of rational and emotional Keller’s fourth branding impera- ourful art and craft for kids, and that welfare is a win-win for the brand. dimensions of consumer’s relation- “This helps elicit emotional response ships to brands and how the two from the consumer,” he rationalised. can interact. Giving the example of “Marketing is, and will always be, Keller also stressed on the impor- Apple, Keller said that it has a strong tance of taking a big-picture view brand promise. analytical, systematic, creative, meaningful of branding effects. “Marketing is The second example that he gave and will always be analytical, sys- was that of Pampers and how the and disciplined.” tematic, creative, meaningful and brand evolved from a functional to disciplined,” concluded Keller. emotional positioning. tive is that it is important to design really worked for the brand.” Keller is the E B Osborn Keller spoke on how it is neces- and implement a new product He also mentioned the Virgin Professor of Marketing at the Tuck sary for brands to make the whole development and brand architec- model - to do different things or to School of Business at Dartmouth of the marketing programme greater ture strategy to maximise long-term do things differently. College. He has written Strategic than the sum of its parts. He said that growth across product offerings, The penultimate imperative is to Brand Management book, and has it is necessary to develop fully-inte- customer segments and geographical do ‘the right thing’ with a brand. also co-authored (with Philip Kotler) grated channel and communication markets. This ensures that brands Keller said that it is necessary to Marketing Management. „ strategies that optimally blend their reach their marketplace potential. embrace corporate social respon- [email protected]

16 afaqs! Reporter, April 1-15, 2012

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

SANTOOR SYMPHONY- STORM KELLOGG’S CORN FLAKES On the eve of its 25th Anniversary, Santoor has created The TVC for the Symphony- Storm cooler is part real, part The campaign with the new brand ambassador Sakshi a new identity for the brand with a new logo and a new gimmick, part Bollywood masala and part social message. It Tanwar ‘Shuruaat Sahi Toh Din Sahi’ highlights the insight pack. The company has released a new anthem to unveil simply says that heat can make people crazy. It makes them of the homemaker’s role as provider of the family who is this new identity and create some sense of excitement go out and do things that are bizarre. instrumental in giving them a great start to their day. about the new Santoor. Creative Agency: Mudra Ahmedabad Creative agency: JWT India Creative Agency: Draftfcb Ulka Executive Creative Director: Ravinder Siwach VP & Executive Creative Director: Nandita Chalam National Creative Director: K.S. Chakravarthy Copywriter: Ravinder Siwach Creative Team: Nandita Chalam, Siddharth Joglekar Creative Directors: Dharmesh Shah, Siddhi Desai Production House: Hello Robot Production House: Chrome Films Production House: Milestone Films Directors: Amit Gupta, Karan Director: Aleya Sen Sharma PRINT ORRIS INFRASTRUCTURE MID-DAY The print creative A new campaign for features a Rubik Mid Day has been Cube, and has created to connect various facets to it. to the residents Each square depict of Mumbai. The various business creative reflects the interests of Orris strong individuality Infrastructure such and attitude of the as energy, golf, Mumbaiite as well as education, hospitality his interconnectivity and realty. to the city. HITACHI ICLEAN AC The campaign for iClean AC highlights its auto-clean feature in a pictorial manner, with a partition where the Creative Agency: letters clean themselves. Yang Creative Creative agency: Origin Beanstalk Creative Consultants Studios Business Head and co-founder: Shom Mazumdar Art Director: Ajit Singh Creative director: Mustafa Kapasi National Creative Director: Sagar Mahabaleshwarkar Copywriter: Archana Sudarsan Account director: Sarim Ahmed Executive Creative Director: Sambit Mohanty Creative Head: Anil Verma Art director: Kisan Solanki Planning: Dheeraj Sinha OOH DIGITAL

TATA HOUSING – AMANTRA TUPPERWARE PUMA The gantry showcases a backlit cut out of a lady jogging There were two objectives of the campaign. Firstly, to PUMA has launched a digital campaign to promote its and a swimmer diving along with a rotating pin wheel. The create awareness for Tupperware brand at a few key lightweight running category by launching a range called outdoor creative highlight and communicates three main locations in Coimbatore. While the primary objective of ‘Faas’ (Jamaican for ‘fast’). A website has been developed offerings of Amantra that includes elevated jogging track, the outdoor campaign was to invite consumers to the which lets the visitor explore the right amount of foam in swimming pools and wind channels to keep homes cool. Tupperware Carnival in the city. FAAS range to run as fast the brand ambassador, Usain Agency: Mudra Max Bolt. Exposure: Mumbai Agency: Percept Out-of-Home Agency: Jack In The Box Exposure: Coimbatore Website: http://www.puma.com/running/faas

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

18 afaqs! Reporter, April 1-15, 2012

1(:63(23/(

ABDUL KHAN SENIOR VP & NATIONAL HEAD, BUSINESS MARKETING, '(),1,1*020(176 TATA TELESERVICES fun with ideas. to bring vegetarian menu. We had to convince At Asian Paints, we were McDonald’s that it would lose out on revenue if always experimenting with it didn’t adapt to the Indian consumer. ideas. “Why should anyone be I was deputed to McDonald’s Hong Kong restricted with the number of office for training. I did everything from cleaning shades on a shade card? Can’t a the toilets to eating their burgers. I got to know consumer go beyond the shade- about McDonald’s in and out. I feel that the cli- card to have a colour of his own ents do not respect you until you actually work choice?” We created a contrap- and understand the brand. The credibility with tion called the Tinter-Shaker. which I was recommending the strategy to them We tried experimenting with was really high, as I was not making recommen- different things called strainers. dations as an outsider, but as an insider. It was kind of messy, but the thought has led to Asian Paints ENTER TELECOM offering colour corners and nother turning point in my life was again almost infinite shades. Aat Mudra, when Reliance was starting its telecom venture. For me, it was a leap beyond THE POWER OF IDEAS advertising and communication. In 2000, I joined have always been fascinated Reliance. At that point, nobody had thought of a I with the power of ideas and service that would reach everyone in India - at how to realise those. In 1986, I an affordable price. We didn’t have a market size. I still remember, we took the market for two wheelers, extrapolated that data and came up with our estimation of the market for the service, “A thread saying that those who are two wheelers are most likely going to be our target audience. emerged and I am grateful to Mukesh (Ambani) who encouraged those risks. One thing that I learnt continues from him is the sheer attention to detail and translating everything into ground reality and right now - actionable points. Tata Teleservices, my next FOTOCORP destination, was a different kind of company. having fun While it had the consumer’s trust in terms of the mother brand, it also had to be contemporary Driven by Ideas with ideas.” in its approach. The national launch took place when we took a landline phone and imbued upon it the features of a mobile phone. Tata n a 28-year-career, Abdul Khan’s journey from joined Mudra, which was again an entrepreneur- Indicom was really the first one to offer per sec- marketer to agency man to marketer again has one ial company. It was an era where a whole lot of ond billing and 100 per cent talk time. Irecurring theme - ideas. brands were entering India. AG Krishnamoorthy My mom used to tell me the story of Robert After a ‘stereotypical Indian education’ of IIT was my boss. the Bruce, the Scottish King of the 1300s. Robert, (Kharagpur) and IIM (Ahmedabad), I went and One of the brands that I worked on for quite who was on the run after losing a battle, was worked for Asian Paints. It had, even at that time, some time was McDonald’s, which was about to resting in a cave when he spotted a spider try- a unique combination of an entrepreneur-led be launched in India. Most people were sceptical ing to spin a web from one corner of the roof to outfit with a completely professional attitude. about Indians eating burgers. It is a limited menu another. Although it kept falling off, it did not There was genuine respect for individuals. I was thing and there were lot of pricing constraints. give up. Inspired, the king went back and beat his at Asian Paints from 1984-86. From that time, a The company also had an issue - ‘why should enemies. This story motivates me even now. „ thread emerged and continues right now - having we tweak our menu or pricing?’ We had to fight As told to Shibani Gharat

1(:60$5.(7,1* THE MOBILE INDIAN SURVEY The Hotlist Nokia C5-03 is at No.1, whereas TOP 25 HANDSET HOTLIST FOR MARCH 2012 Samsung Galaxy Ace-S5830 Rank in Rank in Brand and the Price 3G OS Camera keeps moving. News Bureau Feb ’12 Jan ’11 Model No. (`) MP 1 1 Nokia C5 03 8489 Yes Symbian 5 2 3 Nokia C6 10500 Yes Symbian 5 he device market is India in quite volatile 3 NA Samsung Galaxy SL I9003 19490 Yes Android 5 in terms of its recall value among consum- 4 6 Nokia Asha 200 4239 No S 40 2 ers and the last 11 Handset Hotlist surveys T 5 NA Samsung Wave Y S5380 6938 Yes Bada 2 have shown that most handsets that made it to the 6 NA Samsung Galaxy Note 30890 Yes Android 8 Top 25 list failed to retain their positions in the subsequent surveys. 7 NA Samsung Galaxy Y S5360 7140 Yes Android 2 Nokia C5-03 and Samsung Galaxy Ace-S5830 8 7 Nokia 603 12799 Yes Symbian 5 had defied this trend since October, 2011. The 9 NA Samsung Champ Deluxe Duos C3312 4000 No Java 1.3 C5-03 maintained its No. 1 position, while Galaxy 10 NA Samsung Star 3 Duos 6290 No Java 3.2 Ace-S5830 was able to bag the No. 4 position in 11 18 Nokia Asha 300 6150 Yes S 40 5 October, November and December. Meanwhile, 12 NA Samsung Galaxy Y Duos 10500 Yes Android 3.2 during January, the Samsung handset occupied 13 NA Samsung Galaxy Ace S5830 12250 Yes Android 5 the tenth position and in this month’s survey, it 14 19 Nokia X2 02 3270 No S 40 2 captured the 13th position. Sreekant Khandekar, director, The Mobile 15 15 Nokia C2 03 4349 No S40 2 Indian, says, “Nokia C5-03 has not seen any drop 16 23 Nokia Lumia 710 14790 Yes Windows 5 in it price since the last five months, while on 17 NA Sony Ericsson Live with Walkman 11400 Yes Android 5 the other hand Samsung Galaxy Ace-S5830 has 18 NA Sony Ericsson Xperia Arc S 27999 Yes Android 8 reduced its price by `1,650 since October.” 19 NA Samsung Wave M S7250 12140 Yes Bada 5 20 17 Nokia 2720 Fold 2450 No Java 1.3 21 14 Nokia C2 06 5189 No S 40 2 22 NA Sony Ericsson Xperia Neo V 13990 Yes Android 5 23 9 Sony Ericsson W8 7259 Yes Android 3.15 24 13 Samsung C3330 Champ 2 3975 No Java 2 25 NA Nokia N8 18800 Yes Belle 12

Apart from C5-03 and Galaxy Ace-S5830, three Nokia, on one side, has pitched for its Windows more phones have featured in the last five con- Phone operating system-based smartphones and secutive Hotlist surveys including this one. These on the other side, has targeted the masses with are Samsung-Galaxy-Ace-S5830, Nokia-C6 and affordable phones. Nokia C2-06. Khandekar adds, “Nokia is hitting the right In The Handset Hotlist survey (March 2012), notes with its low cost handsets. Especially with seven of the 11 Nokia phones that made it to the list are low cost phones. In the last few months, FRQWLQXHGRQSDJH>>

DISCOVERY NETWORKS No Kidding entertainment through education. Discovery Networks is launching Discovery Kids, And so, we decided to launch the channel in India.” to tap the 30 per cent Indian population that is Through Discovery Kids, the under 14. By Anindita Sarkar network intends to offer content that combines both learning and ith 30 per cent of India’s Hollinger informed that the entertainment for kids. population falling in the channel is expected to be launched “In the light of the massive dig- Wunder-14 age bracket, in April and will be made available Hollinger: filling a gap itisation drive in India, we believe Discovery Networks Asia Pacific is initially in three languages - English, viewers will express their demand tapping into the kid’s genre with its Hindi and Tamil. It is pertinent to into a genre that is still very minus- for such distinct television net- new network, Discovery Kids. note here that the kid’s network will cule in India, Hollinger explained, works,” Hollinger noted. The announcement was made also be launched simultaneously in “We look at India as a brand While the channel will be by Mark Hollinger, president and Indonesia and the Philippines. that focuses a lot on knowledge. launched with 100 per cent inter- chief executive officer, Discovery Discovery Kids was first launched However, distributors see a huge national content, the network will Networks International in his key- in North America in 1996 and was gap in the Indian market within the look to include and increase local note address at FICCI Frames 2012 relaunched in the US in 2010. kids’ space when it comes to provid- content ratio to 50 per cent. „ in Mumbai. On why Discovery chose to tap ing content to this genre, which is [email protected]

22 afaqs! Reporter, April 1-15, 2012

1(:60(',$ FICCI-KPMG Growing Healthy Advertising spends accounted for `300 billion across all media and contributed to 41 per cent of the overall M&E industry revenues. News Bureau

he Indian Media and Entertainment tising spends. digital platforms after the struc- (M&E) industry posted a growth of 12 Regional television and print tural shift from physical formats to Tper cent over 2011, says the latest FICCI- have continued their strong digital in 2010. The Indian music KPMG report. The registered growth is backed by growth trajectories, with rising industry achieved revenues of `9 strong consumption observed in Tier II and Tier incomes and consumption in billion in 2011, growing by 5 per III cities, continued growth of regional media and regional markets, the study says. cent over 2010. fast increasing new media business. The markets are being looked at Digital technology continues In comparison, the industry had registered a as the next consumption hubs by to revolutionise media distribu- year-on-year growth of 11 per cent last year to national advertisers, while local tion. Increased proliferation and become an industry worth `652 billion. advertisers are learning the ben- Going forward, the M&E industry is expected efits of marketing their products The growth is to register a CAGR of 15 per cent to touch `1,457 aggressively. billion by 2015. The film industry is expected backed by strong The report notes how 2011 has been a challeng- to post sustained growth in 2012, ing year not just for the Indian M&E industry and much like the previous year, consumption the Indian economy but the global economy as thanks to several high-budget well. While India is still seen growing at a healthy Hindi releases lined up across observed in tier II pace, it is expected to be lower than early projec- the year. The Indian film indus- and tier III cities. tions. try indicated a growth of 11.5 According to the report, advertising spends per cent in 2011 over 2010 and is consumption of digital media across all media amounted to `300 billion in 2011, estimated to be worth `93 billion content - newspapers and maga- contributing to 41 per cent of the overall M&E in 2011. It is projected to grow zines, digital film prints, online industry revenues. Advertising revenues saw a video and music and social media growth of 13 per cent last year, versus 17 per cent - have been observed. Similarly, online advertising in 2010. spends have also risen vis-a-vis spends on tradi- The year 2011 was seen to be one with mixed “Traditional busi- tional media. results in terms of growth across different sub-sec- ness models are The new wave in media usage is being boosted tors. The traditional media businesses witnessed by smartphones, tablets, PCs and gaming devices, a down slow over the previous year, particularly evolving for the which is gradually seen impacting the way content in the second half of 2011. New media segments better as a host of is being created and distributed as well. such as animation and VFX, online and gaming Jehil Thakkar, head of media and entertain- businesses registered high growth rates. new opportuni- ment, KPMG, says, “The M&E industry landscape Television, which continues to be the domi- ties emerge.” is undergoing a significant shift. Cable digitisation, nant medium, is seen as an industry worth `329 JEHIL THAKKAR the promise of wireless broadband, increasing billion in 2011 and is expected to grow at a CAGR DTH penetration, digitisation of film distribution of 17 per cent over 2011-16. It is expected to touch and growing internet use are prompting strategic `735 billion in 2016. Potential for further growth shifts in the way companies work. Traditional of the industry exists as television penetration in at a CAGR of 10.1 per cent to touch `150 billion business models are evolving for the better as a India is still at approximately 60 per cent of total in 2016. host of new opportunities emerge.” households. The industry had a good year in 2011, with “The M&E landscape is beginning to change, The study notes that the print industry grew multiple movies crossing the `100-crore mark in with national cross-media conglomerates emerg- by 8.4 per cent, from `193 billion in 2010 to `209 domestic theatrical collections and the `30-crore ing and consolidation and deal making finally billion in 2011. The growth was lower than what mark in cable and satellite rights. picking up pace,” adds Rajesh Jain, head, markets, was expected and is attributed to the challenging The music industry, observes the report, wit- KPMG.„ macroeconomic environment and reduced adver- nessed music consumption through different [email protected]

<< FRQWLQXHGIURPSDJH visited the site in February 2012 and with ten and Sony Ericsson has four. the list have seen a price correction viewed information about mobiles Khandekar says, “Interestingly, 13 varying from `150 to `700.” on the site’s Handset section, which out of the 25 handsets in the list have Nokia C5-03, a Symbian handset, The Hotlist lists more than 2,000 models. good cameras, with 10 of them hous- was the most searched mobile phone According to The Handset Hotlist ing 5 megapixel cameras, while the on The Mobile Indian, followed by the launch of the Asha series of for March 2012, 11 of the 25 most remaining have more powerful ones. Stable Mate C6. Samsung Galaxy handsets, Nokia has indicated quite sought-after mobile handset models Also, 50 per cent of the low cost SL I9003, Nokia Asha 200, Samsung clearly that it will focus on the mass- are from Nokia. Samsung follows handsets from Nokia that made it to Wave Y S5380, Samsung Galaxy es for the time being.” Note, Samsung Galaxy Y S5360, The Handset Hotlist is brought Nokia 603, Samsung Champ Deluxe out by The Mobile Indian (www. According to The Handset Hotlist, 11 of Duos C3312 and Samsung Star 3 themobileindian.com) every month. the 25 most sought-after mobile handset Duos were the other phones among It is based on a study of online prefer- the top 10 in the Handset Hotlist. „ ences of about a million visitors who models are from Nokia. [email protected]

24 afaqs! Reporter, April 1-15, 2012

32,1762)9,(: Will the NCPA be More Effective than ASCI in Monitoring Advertising? What does the formation of the National Consumer Protection Agency for monitoring Indian advertising actually mean? A look at the industry’s initial reactions. By Devina Joshi

$1,/1$,5 '5$-$33$ 68%+$6+.$0$7+ ,9(1.$7 CEO, Law & Kenneth President, Rediffusion-Y&R Managing partner, BBH India Chairman ASCI and director, Eenadu FOTOCORP FOTOCORP OVER THE YEARS, ASCI MOST OF THE PEOPLE WE ARE NOT A BUNCH FOR TELEVISION ADS, HAS BEEN HIJACKED IN THE ADVERTISING OF IRRESPONSIBLE WE HAVE A 100 PER BY SOME POWERFUL FIELD ARE RESPONS- PEOPLE - WE’RE CENT COMPLIANCE AND INFLUENTIAL BILE PEOPLE. SO PROFESSIONALS WHO FROM ADVERTISERS, MARKETERS. IN A ANY LEGAL BODY SET WOULDN’T WANT TO FOR PRINT THAT MATTER OF SPEAKING, UP TO REGULARISE HARM CONSUMERS AND NUMBER STANDS AT SOME OF THEM GET ADVERTISING MUST SOCIETY IN ANY WAY. 90-95 PER CENT. away with murder. ASCI understand the implications of I am an ASCI board mem- There is no question about the has become a forum where this business. A fair representa- ber and we do force agencies success of ASCI in implement- one can get ads suspended tion of the industry should be and clients to stick to rules ing its decisions. The upcoming occasionally, provided the par- there in the NCPA. and comply with ASCI deci- NCPA doesn’t mean that ASCI ties involved agree, but that To be honest, we have been sions. I understand that the has failed. may not be effective enough operating in a fairly self-regula- grouse earlier was that the Big advertisers tend to com- in terms of pulling up false tory manner. Cases of defaulters process for effective imple- ply with ASCI decisions. But it is claims. Unless the advertiser are few and far between. mentation took too long, but virtually impossible in the current agrees, there’s little that ASCI A legal body’s intent should now it happens within 15 system to monitor the thousands can do. be to strike the right balance days. of small players who adver- Advertisers and agencies between perspectives and add In fact, China has bor- tise, and may not be sticking tend to follow the more regu- value. It shouldn’t lead to a fur- rowed from ASCI to set up to prescribed norms in smaller lated IRDA norms. The I&B ther complication of matters, as the country’s guidelines to markets. Ministry steps in for sensitive opposed to solving them. There is advertising! Every system has We will soon launch a national matters, where society is likely no point in having too many regu- its flaws, but ASCI seems to network that looks into ads all to be influenced negatively. latory frameworks. be doing a rather good job. over India in a more extensive ASCI-like bodies work only The media industry is doing It’s worth watching how manner, as opposed to monitor- if a powerful, collective will a fantastic job of taking various the upcoming NCPA and ing ads only in certain major binds it. The ad industry in perspectives into account. ASCI will work together. pockets. That network shall be India is fragmented without For now, it’s wait and rolled out soon. It should give a powerful representation of watch. us a better representation of the the industry in government entire country. ASCI will be happy bodies - our voices won’t be to help and support the NCPA in heard. terms of framing guidelines or any other way.

26 afaqs! Reporter, April 1-15, 2012

TIFFIN BOX

Social media platforms are good places to look for traffic and generate businesss. Are content, news and e-commerce sites using this opportunity? By Ashwini Gangal

ow good is my social media plan?” is have witnessed a 5 per cent increase in Social and tweets about offers and deals targeted to a a question that website marketers are Traffic in the past three months. specific region only. To ‘consummate’ the offer, increasingly asking themselves. It is The numbers are more robust in the case of the person has to visit the site and download the no longer about just having a facebook startup media publishers. These online publishers coupon, thus ensuring a steady stream of traffic. Hpage – no digital brand worth its salt could ignore presently receive 50-60 per cent of their overall Absolute figures may not tell the real story, it even in the era when search engine optimisation traffic from Facebook and have seen a 20 per cent but there is little doubt that SMO is getting more and search engine marketing dominated online increase in Social Traffic in the past three months. attention from online brands, especially the smaller marketing strategies. Though it is just beginning, Webfluenz’s (a social-media intelligence site) ones. A hindustantimes.com, for example, gets 5-6 SMO (social media optimisation) today is consid- research from, and within, social media shows that per cent of its overall traffic from social media (of ered an integral part of the Holy Trinity of online compared to other sectors, e-commerce enjoys a this, 2-3 per cent comes from Facebook and 1-1.5 marketing and branding. high brand association and brand advocacy level per cent from Twitter), while the percentage of Aggressively complementing the search function generated by people on social media. Sandeep traffic from Google Search is 35-40 per cent. on the online space, social media has emerged as a Komaravelly, head, marketing and alliances, However, there are lesser-known sites that big contributor to traffic for several websites across Snapdeal.com reveals, “We have seen an average swear by SMO. They (see case studies) may not categories. Right from crowdsourcing ideas, social growth of 70 per cent - month on month - in get a high ratio of direct searches nor is their bookmarking and brand building, to conducting terms of traffic driven to our website from social overall traffic figure high, but of all the traffic they contests, generating buzz and making social media do manage to get, a sizeable chunk, if not most of users force-sample sites, online players are pushing it, comes from social media. This in turn helps the envelope to drive huge virtual footfalls to their these sites meet their ultimate objectives – be it home page via social media. revenue generation, increasing product sales or Social media marketing is not about just a simply gaining more readership, depending on the twitter handle or a facebook page. It is how well type of site it is. online brands connect the dots and link themselves There are several ways in which social media to a host of social media sites, attract more traffic contributes to traffic for websites. One theory and get leads that will convert to customers. Here’s states that the ‘stickiness’ of first time visitors tends a look at whether the tactics have worked as well as to be much higher when they have been led to the online brands expected them to. site through social media than from elsewhere. The ‘stickiness’ of first time visitors In the case of e-commerce sites, it is not just the GETTING A HANDLE stickiness but also the transaction rate that tends to reetham Venkky, facebook expert/social media tends to be much higher when they be more for traffic sourced via social media. Pconsultant and business head (India) at KRDS have been led to the site through social Observes Niraj Seth, chief marketing officer, (a Facebook marketing agency), shares data that Cleartrip.com, “We’ve noticed that the audience shows how social media is evolving as a significant media than from elsewhere. coming to our site through social media channels contributor to web traffic. has higher stickiness. People spend more time on According to his research across online media channels.” Snapdeal.com is able to reach out the site and have more repeat buys.” industries, on an average, e-commerce sites to 30 per cent of all its fans through its Facebook Cbazaar.com, an e-commerce site specialising receive 25-35 per cent of their overall traffic from page alone. Such successes have forced online in ethnic Indian wear, believes in measuring not Facebook. The past three months have seen an brands to invest more in social media. just the amount of traffic coming in from social increase in ‘Social Traffic’ (traffic from social Site authorities on rediffdeals.com, a property media but also the quality of this traffic. The media) of 5-10 per cent. Similarly, Bollywood of Rediff.com, manage around 40 twitter handles quality is judged on two parameters - the amount entertainment sites currently receive 20-30 per in order to maximise the reach of their offers of time the visitor spends on the site and the cent of their overall traffic from Facebook and and deals. Each handle caters to a different city conversion rates or the number of people who

28 afaqs! Reporter, April 1-15, 2012 &29(56725< CASE STUDIES: SMALL WONDERS CBazaar.com/CBazaar.inCase study YourNextLeap.com Case study TheUnrealTimes.comCase study

Type of site Vocation guidance website that helps students and Type of site young professionals plan their career. Online clothing store selling ethnic India-wear Traffic Details (February 2011 to March 15, 2012) Type of site Traffic Details Percentage of traffic from social media: 48.6 Satire, spoof, parody and humour portal Percentage of traffic from social media: 10 Additional Traffic Details (contribution of social media towards the site’s traffic Percentage of traffic from... Traffic Details (January to March 2012) is increasing by 15-20 per cent, month on month). Facebook: 45 per cent Percentage of traffic from Social Media: Over 50 Main Social Media platform - Facebook Twitter: 0.2 per cent Additional Traffic Details Google+: 0.03 per cent Percentage of traffic from... Why this platform? Forums, blogs, other sources: 3.4 per cent Facebook: 50 per cent 8L\Eƒƒv¥n\wŸ¥z88k\¥Eƒ§n¥ E8»88œ“p¥‘§8œk\§\V¥8§¥ Google Search: 34.4 per cent Twitter: 2 per cent wƒL8wŸ’¥8V¥ E8»88œ“Lƒz¥‘'Ÿ¥8V¥ƒµ\œŸ\8Ÿ¥E¯¸\œŸ’“ Main Social Media platform - Facebook Forums, blogs, other sources: 8 per cent Core Social Media Strategy Google Search: 20 per cent Why this platform? K¥*ƒ¥E¯pwV¥Eœ8V¥8VµƒL8L¸¥‘nƒ¶¥L8¥¥k\§¥z¸¥\·pŸ§pk¥ Direct traffic: 20 per cent customers to talk about me to my prospective The TG being young, the traffic from Twitter and Main Social Media platform - Facebook customers?) and brand loyalty (how to remain top Google+ is low. Facebook is a cost-effective way of (the site also has 350 subscribers on its YouTube of mind for my existing customers?) generating leads. channel, YouTube videos have generated 800,000 K¥ \¥§8L§pLR¥
Ÿ¶\œpk¥L¯Ÿ§ƒz\œ¥–¯\œp\Ÿ¥¶p§n¥8¥wpv¥ Core Social Media Strategy views so far) that drives them back to the site. Focuses on a complete social media culture including K¥ƒ§nw¸¥ \k8k\z\§¥ 8L§pµp§p\Ÿ¥ Lƒz\w¥ \ƒw\¥ §ƒ¥ product research, market research, generating Why this platform? force-sample the site. feedback from users, hiring and marketing. It also For any general site catering to mass audience, a K¥ E8»88œ“Lƒz¥ œ\L\§w¸¥ œ8¥ 8¥ L8z8pk¥ §nœƒ¯kn¥ 8¥ uses a lot of viral hooks while users are browsing. footprint on Facebook is extremely important app that asked customers to share the story of There are incentives for users who spread the word. Core Social Media Strategy their ‘first-ever saree experience’ on the Facebook Future Strategy K¥*n\¥ §\8z¥ z88k\Ÿ¥ 8¥ 8L\Eƒƒv¥ 8k\¥ 8V¥ n8Ÿ¥ gƒœ¯z“¥*npŸ¥8L§pµp§¸¥o¥¶p§n¥µƒ§pk¥8V¥œp»\Ÿ¥o¥w\V¥§ƒ¥ Laser-focused on Mobile Social Media. Plans to 83,000 Facebook fans. community and traffic building. introduce features in its product that further leverage Future Strategy the social graph of its users. Future Strategy Turning its social media forum into a community- K¥\§¥zƒœ\¥gƒwwƒ¶\œŸ¥ƒ¥*¶p§§\œ“¥%pŸ§ƒœz¥œ8vŸ¥p§¥ƒ¥ Pearls of Wisdom driven platform where consumers of ethnic Indian 61 in its list of ‘Indian brands on Twitter’. Done correctly, social media can make marketing fashion-wear can engage with one another. K¥§\œ8L§¥ 8¥ wƒ§¥ zƒœ\¥ ¶p§n¥ œ\8V\œŸ¥ §nœƒ¯kn¥ –¯p»»\Ÿ¥ initiatives smoother. It serves as an engagement and visual imagery to increase affinity. Pearls of Wisdom backbone for initiatives like SMS, newsletters, print Social media needs to co-exist with other media like ads and community management. Make social media Pearls of Wisdom TV and print. It influences the consumer at the time of a part of your marketing philosophy. Nurture your base and invest in creating a strong purchase, builds brand advocacy and creates loyalty. gravitational field to attract visitors. (As told by Mohit Gundecha, CEO & co- (As told by Rajesh Nahar, CEO & co-founder) founder) (As told by C S Krishna, co-founder) end up purchasing something. “We find that the or returning for more. This is because they have driven to the site. It is this feeling of security - conversion rate is easily over three times more come to the site in question out of choice. The maybe even obligation - that compels the person for the traffic that comes in from social media as volition of the visitor is especially high when she to transact or re-visit. Psychologists call this the opposed to the traffic that comes in from organic has already engaged with some social media ad or ‘Foot-in-the-door’ effect. and paid search engine tactics,” reveals Rajesh contest on part of the site, even if it is by accident. According to Nimesh Shah, head maven, Nahar, CEO, Cbazaar.com. Why is this so? As far as interest levels in the brand is concerned, Windchimes Communications, this is especially the audience coming to a site from a social media true for low involvement category products EXTREMELY INVOLVED site is already ‘filtered’ in a way mainly because (like books). For high involvement categories here are several explanations for the above these people are ‘already halfway there’. The (like high-end cameras), social media efforts can Tphenomenon. People who visit a website person has already done the preliminary research generate traffic to the site but this needn’t convert after interacting with it in some form on social about the brand on social media and has already into sales,” he explains. For the latter, it will help media are more amenable to making a purchase had some interaction with the brand before being if the site has a dedicated social media team that

afaqs! Reporter, April 1-15, 2012 29 &29(56725< answers potential buyers’ product-related queries site, social media leads them there somehow. provide intelligence about online conversations and helps them do their research on both, the “On the internet, people no longer go to the and Social Mentions across social media platforms. website concerned and, more importantly, the news - it’s the news that comes to the people,” Some experts call these ‘social media listening’ products they’re interested in. offers Bhargava from Communicate2, clarifying tools as they help brand owners keep a constant Another factor is that while search catches the the role of social media in delivering this news ear to the ground and use the feedback to optimise consumer in the buying, or so-called action phase to its time-strapped, lazy recipients, and in effect their business objectives. of the consumption cycle, social media catches the keeping the traffic to the news sites going. Consider Buddy Media, a company that offers consumer at a much earlier stage. This helps as, Another way in which social media aids sites a range of online products and tools designed to during the action phase, consumers typically like is through tools. Earlier, tools that helped sites help brands maintain healthy relationships across to weigh their options and then make a choice. gain traction were those that exploited the search Facebook and provides social marketing solutions, Thus, they may not transact on the first site they function. Now, however, similar social media tools paid and otherwise, to brands. Similarly, a host chance upon via search. “Social media targets help sites optimise their social media campaigns of social media applications help create a ripple people in the awareness, desire and interest (IDA) and measure their social media efforts. effect for web brands, increasing the traffic to stages of the cycle and thus widens the funnel,” An effective social media measure that is a the webpage in question. Unny Radhakrishnan, explains Vivek Bhargava, CEO, Communicate2. natural extension of the overused, often abused national director, digital, Maxus, offers, “With the ‘Like’ button is the ‘Talking about it’ tool that helps Washington Post Social Reader App, whenever STICKING TO IT online brands gauge whether their brand is being I read an article on any online publication it n the case of news, information and content- talked about in the social media world. Built for announces it on Facebook so that all my friends Ibased websites, the role of social media as a social media monitoring, tools like Radian6 help can see what I’ve read.” contributor to traffic has everything to do with the changing behaviour of netizens these days. While ARE THEY READY? people seem to be spending a lot of time on the n a scenario where social media is emerging as a internet at large, the amount of time they spend Istrong contributor to web traffic, online players on specific websites is dwindling. So, though their are bound to face certain challenges which, more general ‘net time’ or ‘web presence’ – be it through often than not, will have their roots in the inherent social media sites or mobile apps - is increasing, nature of the medium itself. their ‘website time’ is decreasing. Consider this paradox. To make life easier for Random surfing and site-hopping indicates netizens, what if online retailers decide to turn heightened impatience levels, something today’s their social media page into the final transaction netizens are notorious for. The news is thus first An effective measure that is an page instead of making the buyer leave that page picked up from places like Twitter and Facebook and go to the main website to complete the than from the news websites themselves. In the extension of the often abused ‘Like’ purchase? If, so far, social media was the means to bargain, surfers end up clicking on the links and the end – the end being generating traffic to the reaching the main news site. Though the readers’ button is the ‘Talking about it’ tool that final page – what if the social media page becomes primary intention may not have been to visit the helps online brands gauge popularity. an end in itself? Skipping one step will surely be a delight for today’s impatient digital shoppers. Experts call this the ‘E-commerce versus GOING FORWARD F-commerce (Facebook commerce) debate’. “Though F-commerce is still very nascent, the Most sites are scratching the surface of social media mobile apps work well for sites that want repeat notion of a landing page is becoming obsolete,” marketing. What is it that they should watch out for? visitors. Facebook, Google+ and LinkedIn work for says Shah. Already, in some cases, engaging with community building, image building and advocacy. a website’s ad campaign on Facebook takes one K¥ Avoid treating search and social media as to the website’s Facebook fan page and not to the an ‘either-or’ deal. . While online publishers, blogs and news-based website itself. As Latish Nair, national director, sites have cracked the formula of integrating Many sites are are yet to tap the power of the Mediacom Interaction, sums it up: “The online social media on their sites (logos alongside every §¶ƒ“¥ 8n\\z¥
nz\VS¥ S¥ 3*¥ (ƒLp8wS¥ \·w8pŸ¥ eco-system is confusing as of now and marketers article allow instant viral sharing), they can now how traffic can be driven by social media efforts are grappling with multiple goals.” focus on owning a certain value or persona in the p§pk¥§n\¥\·8zw\¥ƒg¥8¥88œ\w¥z8œv\§\œS¥
nz\V¥ Another paradox is when the built-in features readers’ mindspace with the help of social media, explains that - thanks to its aggressive social media on certain websites mimic social media pages and be it accuracy, timeliness, getting there first or presence and branding on Facebook - more people cancel out the need for the later. For instance, strong features. This will indirectly help garner user most content-based sites today in themselves act have started keying in word combinations like generated content for the site and ultimately traffic. as social forums with ample space for comments, ‘t-shirt + the name of the brand’ or ‘shirt + the discussions and debates. There’s no need to visit name of the brand’ in search engines, instead of Similarly, a travel site could strive to be known as the site’s Facebook page to spark off a conversation. typing in just ‘t-shirt’. the one that offers the cheapest deals or one that This curtails the sharing of links which in turn has the most interesting travel tips. ¥ ™™ƒœ¥¯ŸSšš¥Ÿ8¸Ÿ¥'8Ÿnzp¥ n¯knS¥E¯Ÿp\ŸŸ¥n\8VS¥\¶Ÿ¥ reduces the possibility of future traffic to the site. websites, HT Media, ‘‘social media and search K¥ Decide if you want to be promotion-led. Thus, treating one’s social media page at par complement each other. Social platforms help in with the main site is a dicey affair that may defeat Do your social media campaigns and engagement content getting picked up and spread virally, which the purpose of attracting traffic. Brand marketers efforts tend to involve blatant product-centricity? helps in pushing the same up in organic search will probably do well to stick to social media sites Will consumers soon start viewing online retailers’ listings. Better visibility on organic search results as the catalyst and not the medium itself. „ social media pages as mere sales channels? builds traction across social network platforms.’’ ¥ 3*¥ (ƒLp8wšŸ¥
nz\V¥ \·w8pŸ¥ §n8§¥ §n\¥ Ln8ww\k\¥ gƒœ¥ Additional interviews with/inputs from: K¥ Customise social media efforts based on Bharani Setlur, CEO, Mithun Rodwittiya, regional \oLƒz¥Ÿp§\Ÿ¥pŸ¥§ƒ¥L8§\œ¥§ƒ¥\§p»\Ÿš¥V\Ÿpœ\¥gƒœ¥µ8œp\§¸S¥ the type of site. head - business development, and Radhika Sen, convenience and discounts - ‘‘People from small manager - research & analytics (all Webfluenz); That fit is crucial. It may not be the best idea for towns such as Hanamkonda and Tirunelveli - who Hareesh Tibrewala, business owner and joint new sites to start off their social media involvement may not get great variety at offline stores - tend to CEO, Social Wavelength; Amarjit Singh Batra, with Twitter. Twitter works better when the site has Ÿnƒ¥ƒwp\“¥\pk¥VpŸLƒ¯§oVœpµ\¥pŸ¥8¥z¯Ÿ§“šš¥
¯œ8k¥ country manager, OLX India & VP, business a fair amount of loyalists. Social media platforms Bhatnagar, head, Media Contacts, Havas Digital, development, OLX Inc and Saurabh Kanwar, that allow for video sharing are ideal for sites that recommends a balance. ‘‘The ‘social strategy’ for president, Flarepath. want to spread educative content, while Twitter and online retailers has a dual goal,’’ he says. [email protected]

30 afaqs! Reporter, April 1-15, 2012 1(:6(9(17 afaqs! Campus SOCIAL MEDIA MARKETING PROGRAMS

1 2 WORKSHOP CHENNAI

3 4 17 MARCH

5 6 1 Participants at the session 2 Preetham Venkky explaining the 90-9-1 rule of social media. 90% of fans for a brand are lurkers, 9% occa- sional participants and only 1% interact heavily online 3 Participants and trainers at afaqs! Campus Social Media Marketing Workshop, Chennai edition 4 Kiruba Shankar talks about the power of being a producer instead of being a passive consumer online 5 Participants explaining the social media strategy created for a real-case during the assignment session 6 Preparing for the assignment session

1 2 3 WORKSHOP MUMBAI

4

1 Sandhya Sadanand Gupta giving examples of using Facebook for marketing effectively Participants exploring social media websites and Facebook pages of various brands

24 MARCH 2 3 Final shot of the day including participants, trainers and organisers 4 Nimesh Shah explaining the usage of the new Facebook Time line for brands

afaqs!Campus is the digital marketing education and training arm of afaqs.com, which conducts various digital marketing training programs. Log on to www.afaqscampus.com to know more or contact us at [email protected], if you are interested to conduct a training program in your organisation.

afaqs! Reporter, April 1-15, 2012 31 1(:60(',$

BADE ACHCHE LAGTE HAIN << FRQWLQXHGIURPSDJH The Return... All Hype? pushed the humour or fun in the lyrics,” adds Namchu. If the makers thought that a 20-minute love making sequence between the Narayan Devanathan, senior vice-president and national plan- main characters could push up the rankings, they were in for a surprise. ning head, Dentsu Marcom India, By Anindita Sarkar remarks, “When Vodafone did the original BlackBerry Boys ad, what it showed was a nascent trend caught in its initial stages, and helped explode via its offer. The difference between the ear- lier BlackBerry ad and the current one is that it has an offer (`5 per day), but the ad portrays the business class BlackBerry Boys handing over the baton to regular youth, a fact that is already established and in the past. It’s not that the `5 per day offer will lead to this transfer of status from the business class to regular youth, it has already happened. To that extent,

The five characters are also promoted on the brand’s

Ravishankar (top), Tripathi Facebook page and Twitter handle. f Ekta Kapoor’s decision to introduce a little touch of the BADE ACHHE LAGTE HAIN ‘Dirty Picture’ sensuality on 795 this ad merely reflects (or, at best, I 4 Sony’s Bade Achche Lagte Hai was celebrates) this fact.” to generate fresh audiences for 3.5 “Like the earlier ad for the the show, the move has surely 3 Facebook phone from Vodafone, this bombed, and how! ad, too, seems a little self-indulgent. 2.5 The consistent ‘sensuous’ pro- It does not push a nascent trend mos of the March 12 episode on 2 upward, nor does it empower a new Sony (for approximately a week 1.5 set of people with something meant or more) led to an almost uni- 1 for a niche group earlier. Is the ad versal anticipation that the ‘move’ nice? Sure. Does it do something 0.5 would crown Bade Achche Lagte extraordinary for the brand? Not Hai (BALH) as the No. 1 property 0 sure,” adds Devanathan. „ 0RQGD\ 7XHVGD\ :HGQHVGD\ 7KXUVGD\ 0RQGD\ 7XHVGD\ :HGQHVGD\ 7KXUVGD\ in the Hindi general entertainment [email protected]

Source: TAM WK0DUFK WK0DUFK WK0DUFK WK0DUFK WK0DUFK WK0DUFK WK0DUFK WK0DUFK channel (GEC) space for the given week. However, quite contrary to given expectations, the March 8 (the episode prior to the one on March 12) that episode could also suggest that a few revelation through the weekly GRP rating system has scored the highest (3.65 TVR). Also, the following viewers may have chosen to not watch showcases a tale with an absolute twist. episodes in the given week have witnessed a slight dip in it to avoid embarrassment. Despite an almost 20-minute love making sequence ratings. The TVRs of the episodes on March 13, 14 and But should such content be telecast between Ram Kapoor and Sakshi Tanwar (unmistak- 15 stand at 3.47, 3.04 and 2.88, respectively. on a GEC during primetime? ably a rating push up move), the show has failed to So, why did such an anticipated hype fail to translate According to Praveen Tripathi, make it to the top 10 programmes for the week ended into viewership? chief executive officer, Magic9 Media March 17. Media experts note that BALH enjoys a significant & Consumer Knowledge, the chan- According to TAM, the episode has scored 3.54 audience loyalty in the urban markets. And, as the nel programming versus the day-part TVR, standing at the 11th spot with an average TVR of numbers suggest, the show continued to retain its core programming have their own specific 3.23 for the given week - suggesting that the protago- eyeballs even for the March 12 episode. constituents and one should not break nists’ ‘moves’ on the show could not push up its TRPs, According to Ravishankar N, media partner, Media that component. after all. Planning Associates, the channel failed to gather fresh “Family primetime viewing has a In fact, an episodic review of the show suggests audiences despite the hype chiefly because the commu- certain kind of audience and such view- that despite the build-up, the show’s viewership has nication was limited to the channel itself. ers do not expect spicing up of the genre remained constant. “It’s an opportunity lost to garner fresh eyeballs. If to such an extent. There has to be a dif- Consider this: The TVR for the episode on March the promo scheduling could have also looked at barter ference between what you hint at and 5 (the previous Monday) was 3.3 and the TVR for the deals with other channels such as UTV Bindass or what you can show during primetime,” following Thursday (March 15) post the love making MTV, surely it would have generated extra ratings,” he he says. „ episode was 2.88. In fact, it’s the Thursday episode on avers. Also, the slight dip in the rating over the previous [email protected]

32 afaqs! Reporter, April 1-15, 2012

352),/( _1(:6 NARENDRA KUMAR ALAMBARA I CEO I DAILY THANTHI TRAVEL TRENDZ TV For the Love of Media Exploring Zoology graduate, quickly got into India the groove. “I am proof that Zoology can mix in Media,” he says. Alambara is also a teacher and A new travel channel collector. He teaches media across will be launched in the colleges and industry forums. An obsessive collector of comics and second quarter of 2012, books during his youth, Alambara with local content. By moved on to boxed sets of music, cri- terion edition DVDs and BluRays and Anindita Sarkar now vinyl editions of classic albums. “I used to have almost every maga- gri Gold Group, a `3,500 zine and journal till recently. My wife crore entity in Andhra made me give it up since there was APradesh, will soon foray into hardly any space in house,” he smiles. the television broadcast space with More than being a collector, I am a a specialised travel channel named ‘completist’ – I need to own every Travel Trendz TV. The channel is film of a director or albums of an art- founded by R Rama Rao Avvas, who ist or books of an author,” he explains is the chairman of the group. For the enthusiastically. record, the Agri Gold Group’s core Alambara attended school in competencies include media and Chennai and went to college in advertising, agro and farm products, Coimbatore. An MBA from BSMED, real estate, infrastructure, theme Bharathiar University, Alambara parks and resorts. started his professional journey 18 Housed under the unit Tourism & years ago in account planning with Travel Media Entertainment, Travel Profad WCA in 1994, before switch- ing to media planning with Lintas, Chennai in 1996. He has also worked with MPG/Euro RSCG for a year as head, South, before helping kick start the Chennai operations of Starcom MediaVest Group in 2005. He played a key role in building up Starcom’s Chennai operations from scratch. So what made him change sides? Alambara explains that it is not so By Sumantha Rathore much as to changing sides or joining the print industry as much as “looking “More than at the consumer-brand-media rela- Its programming ome back from a meeting with tionship from a different perspective. Narendra Kumar Alambara and being a The Legacy of the Thanthi Group will be in Hindi Cthe image that remains with you is has now expanded beyond print and English. his infectious, childlike smile. The CEO of collector, with interests in radio, television and Daily Thanthi - also known as Naresh - is digital. I consider it a fantastic oppor- much given to smiling widely and talking I am a tunity and significant challenge going softly. forward,” he says. Trendz TV will go live in the second “I am a reticent, easygoing person ‘completist’.” One of the key learnings from quarter of 2012. The channel will be who enjoys the science of arts. Since SMG has been about the importance headquartered in Hyderabad. Its pro- I speak less, I tend to listen more, of the Human Experience, “whether gramming will be in both Hindi and which has helped me get perspectives faster. I believe it is brands seeking consumers or media connecting English programming with subtitles. that, at most times, common sense trumps logic. I have with its viewers and readers or listeners. It is ulti- The channel notes that in India, always been analytical and methodical. That frustrates mately about people and what they are, what they like most of the programming in the some, but it has helped me have the apt point of view,” to do and how a brand can be part of their lives. My travel and tourism genre is either he shares. experience of working across product categories (and dubbed international content or very It was back in 1991, after reading a few copies of therefore different consumer segments) will help me limited local content. Travel Trendz Brand Equity and attending a day-long workshop on connect the Thanthi Group’s brands with their con- TV programming will focus to deliv- advertising organised by the Ad Club Coimbatore, sumers even better and across multiple platforms,” he er local content which is original and that Alambara was attracted to advertising and media. reflects. relevant to Indian viewer. Interestingly, he has worked with three of the five According to Alambara, the need to experiment and P R Satheesh, president, Travel speakers from that conference - Lynn de Souza, Ishan recommend something fresh is critical for the growth Trendz TV, says, “The travel space Raina (then with Contract) and Jagannath Ramaswamy. and evolution of the entire industry. “Using multiple has seen sustained growth year on When Alambara got into the media business, he platforms to layer the communication to the same year. Coupled with the fact that there thought it was all about getting paid to watch TV audience is going to be ubiquitous from here on,” he aren’t any channels focusing clear- programmes, reading newspapers and magazines. The signs off. And smiles. „ reality check followed immediately after. But the [email protected] FRQWLQXHGRQSDJH>>

34 afaqs! Reporter, April 1-15, 2012 1(:622+ SLICE Out-of-the-bottle Thinking To promote the contest ‘Katrina Ka Number, Crown Ke Under’, a 15-feet bottle was created using ABS moulding, with a cut out of Katrina Kaif inside it. By Jhumur Nandi

ango flavoured beverage in locations where consumers least Slice recently launched expected them, like the DND Mits ‘Katrina Ka Number, Expressway in the NCR, Marina Crown Ke Under’ campaign, featuring Beach in Chennai and Mahim brand ambassador Katrina Kaif, on Causeway in Mumbai. It was television to mark the beginning of truly a traffic-stopping idea as no the summer season. The campaign one expected this giant bottle, with that ended on March 31 was extended Katrina Kaif visible inside it, to appear through an innovative out of home amidst busy traffic!,” adds Battiwalla. (OOH) creative across the country. “The innovations aimed to surprise The innovation involved a the consumers and extend the Slice 15-feet transparent bottle made of experience,” says Pushpendra Singh, acrylonitrile, butadiene and styrene national director, Kinetic Worldwide, (ABS) moulding to give it strength, on the idea behind the OOH rigidity and toughness. The bottle innovation. was placed on a platform and had The idea of the execution was a cut-out of the actor inside it. A to bring alive the campaign theme, large crown was placed along with shares Rahul Thappa, leader, client the bottle on the platform. The leadership, South Asia, Mindshare. creative carried the message, ‘Call SLICE BETS BIG ON DIGITAL 08826262626 for details’. It was given lice launched its campaign ‘Katrina Ka Number, Crown ke Under’ a beach backdrop for a romantic feel, Sto mark the start of summer. After television, out of home and along with a plank as a direction post print, the brand extended the campaign to the digital medium. The with the campaign theme written on digital campaign was executed by Mindshare. it. One of the most prominent campaigns launched by Slice was the Homi Battiwalla, category live online Katrina chase. In the digital campaign, one saw its brand director, colas, hydration and mango- ambassador, actor Katrina Kaif, saunter around and then disappear. based beverages, PepsiCo India, says, She invited the user to chase her by clicking on a web banner. The “Slice has always used OOH as a click transfered the user to the live homepage of another portal, key visibility medium. For our latest urging the user to chase her again. The chase finally ended on a campaign, ‘Katrina Ka Number...’, third homepage, where the campaign communication was revealed. we supplemented traditional OOH Another innovation involved a banner ad synchronised with a with disruptive innovations.” mobile backend. Here, she asked the user to input his/her The innovation mobile number and gave him/her a call in real time. As soon highlighted the core as the user picked up the call, Katrina started speaking to “We wanted to bring alive the the user from the banner! The third one was a rollover banner on major concept of the campaign, campaign idea of Katrina in a bottle websites. which provided a in the most dramatic fashion possible, Slice has also actively used social media to create buzz around the number under each campaign. The drink’s Facebook page, which has over 1,00,000 fans, was without losing the essence of the crown of Slice. On used to create hype around the campaign before it was launched on any idea in execution. Hence, the 15-feet dialling the number, other media platform. rendition of a larger-than-life bottle, lucky winners could get Yashraj Vakil, chief operating officer, Red Digital (the agency which with Katrina inside it. Not only does to take Kaif out on a date. handles Slice’s social media duties), says, "Social media was used as the the quality of the creative unit attract Kaif’s image inside the starting point for this campaign. Slice’s Facebook page is being used as ed immense attention, the fact that bottle, the crown and tool to increase consumption as we have a contest running that allowed these units were placed in high traffic/ beach backdrop brought users to chat with the brand ambassador, Katrina. Facebook allows footfall areas made the messaging out this idea. us to identify the potential target audience, too.’’ Red Digital has also hard to miss,” says Thappa. Executed by Portland launched an app called Date Quotient, which measures whether the user The major challenges involved Outdoor, a unit of has the quotient to go on a date with Katrina. the selection of the material of the Kinetic India, along with bottle, the shape and material of the Mindshare India and plank that carried the message and the brand’s creative agency JWT, the actual fabrication of the large, the OOH innovation was placed at transparent bottles. Transportation 11 locations across India including was also a very big challenge, as all Marina Beach in Chennai, near DT the bottles had to be transported from mall in Gurgaon, DND Flyover in Delhi to various regions across India. Noida, Mahim Causeway and Juhu The OOH innovation was Chowpatty in Mumbai, Kankaria supported by a traditional outdoor Lake in Ahmedabad, University campaign over 200 outdoor sites pan Road in Pune, Fun mall in Lucknow, India, including billboards with jut- Subhash Park in Agra, Heera Palace in outs and cut-outs, bus shelters and Kanpur and Fun mall in Chandigarh. gantries. „ “The installations were placed (From left) Battiwala, Singh and Thappa: creating a stir [email protected]

afaqs! Reporter, April 1-15, 2012 35

1(:63(23/(

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

MAINLINE MEDIA

PG, the flagship nuj Gandhi takes charge as group director, has ended his six-year-stint with Radio Mirchi Mbrand of Havas Adistribution and new business develop- as senior vice-president and national mar- Media, has appointed ment at Network18. Gandhi will look after keting head. His next destination remains Ruma Sengupta as direc- the distribution of the channels through linear unknown. G G Jayanta, regional marketing tor, strategy. Based in and non-linear networks and will report to B head, south, Radio Mirchi will take charge of Mumbai, she will work Sai Kumar, group CEO, Network18. Kilambi’s responsibilities for the time being. closely with MPG’s four ACK Media has hired Abizar Shaikh Vaishali Sharma, VP, marketing at Times key offices in Mumbai, as director of IBH Books and Magazines Now has put in her papers. Sharma joined Delhi, Bengaluru and Distributors. Times Now in Chennai and will lead the Shaikh, who July 2011 to head agency’s strategic offering will be based the channel’s mar- and product development. RUMA SENGUPTA in Mumbai, keting functions. She will also look after joins the com- Before she Havas Media’s proprietary tools and processes. At pany from Max joined Times MPG, she will report to Anita Nayyar, CEO, Havas New York Life Now, Sharma Media South Asia. Earlier, Insurance, where was with BBC for Sengupta was direc- he was corporate about five years. tor, business insights at vice-president She was head, Synovate. (agency). marketing at Walt Starcom MediaVest Meanwhile Disney for two Group (SMG) takes on Sriram Kilambi SRIRAM KILAMBI VAISHALI SHARMA years. „ board Manisha Tripathi to head Liquid Thread. Tripathi, who was ear- lier associated with Alva OOH AND BTL Brothers Entertainment onverge Communications has appointed Nagendra P Jaur as president, South India. He was as president, Miditech, earlier director at United Consumer Connect. Jaur will spearhead the entire gamut of the will report to both CVL C MANISHA TRIPATHI out-of-home (OOH) verticals of Converge Communications in the South. „ Srinivas, managing direc- tor, Asia Pacific, Liquid Thread and Mallikarjunadas CR, CEO, SMG India. John Koo has replaced Jae Hong Kim as managing DIGITAL director (MD), Cheil South West Asia. For the last six years, Koo was MD of Cheil Worldwide, Italy. In his n a bid to strengthen its business opera- officer of the company. Gopal will be based new role he will also be in charge of the Indian opera- Ition, Affle has appointed Lochan Kothari at the agency’s headquarters in Delhi and tions. as associate director, business development, will handle key clients business nationally for Jaideep Mahajan has returned to Rediffusion-Y&R India along with Siddharth Correya as direc- all Airtel platforms, including mobile, DTH tor, business development, Indonesia. Kothari and broadband. His major job responsibility has joined Affle from Webaroo Technologies will be to generate revenue. Prior to joining (SMSGupshup.com), where he was head of Mogae, Gopal was head, impact, Delhi, East corporate sales. His new mandate will be and South India at Mail Today, the daily tab- to lead the business development effort for loid of the India Today Group. the West and South, with Siddharth Kelkar who particular focus on boosting recently quit as head of adver- mobile advertising and mar- games and digital solutions at keting solutions for existing Zapak Digital Entertainment and new business partners. Ltd - Reliance ADA Group’s This is Correya’s second gaming company - after a stint with Affle. Earlier, he five-year stint has joined digi- JAIDEEP MAHAJAN JITENDER DABAS had worked with Affle’s tal advertising agency Ozone SUSHIL KUMAR SUSHIL KUMAR India team for more than Media as associate vice-presi- as executive creative director (ECD) and national head, three years. As part of his dent (AVP), sales. Kelkar will art. This is his second stint with the agency. Prior to new mandate Correya will be be responsible for sales of this he was executive creative director and vice-pres- responsible for Affle’s prod- various business verticals, spe- ident, JWT. And before moving to JWT, he was with uct penetration and increase cifically the mobile platform, SIDDHARTH CORREYA Rediffusion-Y&R as creative head on the Airtel and LG the mobile ad sales represen- nationally and will report to businesses. Mahajan will be based in Delhi and will tation business in Indonesia. Sanjay Vasudeva, senior vice- report to N Padmakumar, national creative director, Mogae Media has also made some top- president, sales, who joined Ozone recently. Rediffusion-Y&R. level appointments by hiring Rahul Kishore Suraj Nambiar, head, MEC Interaction Meanwhile Jitender Dabas who joined McCann as senior vice president (VP), priority projects has submitted his resignation at the organ- Erickson Delhi in January 2011 from JWT India has and Rakesh Gopal as senior VP, monetisation. isation. His next destination remains been promoted as executive vice president (EVP), Kishore comes in from VivaKi Exchange. unknown. Nambiar joined MEC Interaction planning at McCann Erickson. Earlier, he was sen- In his new role, Kishore will be responsible in 2010 as senior business director and was ior vice-president and head, planning, McCann for monetising key projects for Mogae and responsible for business development and Erickson. „ will report to Gaurav Luthra, chief business strategy. „

38 afaqs! Reporter, April 1-15, 2012

FICCI FRAMES 2012 Points of View As speakers discussed the various media platforms and models on the basis of effectivity and monetary aspects, we pick out some memorable quotes. News Bureau

Balancing free speech and creativity must for GEC growth

If the television channels do As viewers, we crib about the not adopt a self-regulatory content shown on television mechanism, the state will have but do not take any initiative to step in, which is dangerous to file a complaint with for the democratic system of the Broadcasting Content the country. Complaints Council (BCCC).

AP SHAH, )250(5&-2)'(/+,+&$1'&+$,50$12)%&&& PARITOSH JOSHI, &+,()23(5$7,1*2)),&(567$5&-/,9(

In the last nine months, India is so diverse with Freedom of speech and we have received over respect to religion, faith and expression is a fundamental 4,200 complaints about beliefs that while providing right. And television channels, TV channel content. By content appropriate for one too, can argue on the back of addressing the grievances, we group, one may end up that. have substantially helped TV offending another group. channels improve the content.

RAKESH DHOTRE, +($'6 367$5,1',$ JONATHAN ASKIN, %522./<16&+22/2)/$: NARESH CHAHAL, ',5(&725 ),1$1&( ,%) Future of newspaper and TV is gloomy due to digital

Digital presents tremendous There is a huge gap opportunity. Though there between the number of people is pressure on newspaper who can read and the number circulation and revenue, the who do read newspapers. fact is that the newspaper This difference should be reaches more number of people understood by newspapers to than the internet. ensure more adoption.

N RAM, )250(5(',725,1&+,()7+(+,1'8 GIRISH AGARWAL, ',5(&725'$,1,.%+$6.$5*5283

40 afaqs! Reporter, April 1-15, 2012 1(:6(9(17 Is successful programming rooted in research or instinct?

In the creative industry, Generation of content The general starting one has to be risk friendly. based on hard consumer (in point can be based on one’s I can understand if a brain this case, viewer) research creative gut, while research- surgeon is 100 per cent risk- is akin to giving the target driven insights can form the averse due to the nature of his audience exactly what they finer aspects of a television job, but broadcasters need to prefer viewing. Thus, ‘ratings’ programme. take creative risks. is not a bad word, after all.

PETER DODDS, 79352'8&(5$76725<6+$5(,17(51$7,21$/ SHAILESH KAPOOR, &+,()(;(&87,9(2)),&(5250$; MIR IBRAHIM RAHMAN, &(2*(279

Out of the frame, but in the mind

Brave clients are important Making every penny on the for innovation. Unfortunately, innovation sweat is what we in India, there aren’t many. believe in. Innovation should Plastering 100 hoardings across be magnifiable. When you see the city is not going to get your an innovation, you should go client anywhere. It wouldn’t be home and speak about it with an innovation if it is carried out your family and friends. everywhere.

PRATAP BOSE, &22''%08'5$*5283 ANURADHA AGGARWAL, 93%5$1'&20081,&$7,21$1',16,*+7692'$)21((66$5 Regional is the new national

We need to make our There is appreciation content more If you make for regional content inclusive, keeping big shows with big scale, but it is not converting into in mind today’s teens. you will find big ratings and revenue. This will be a service to talent. ‘brand India’.

NACHIKET PANTVAIDYA, (;(&87,9(9367$535$9$+ SHARADA SUNDER, (935(*,21$/&+$11(/6=(( K MADHAVAN, 0$1$*,1*',5(&725$6,$1(7

afaqs! Reporter, April 1-15, 2012 41 Evolution of business models in the digital era

The four Es of digitisation are very crucial. Digitisation should help in Expansion of There is a need to keep on ratings, Engaging the consumer experimenting with multiple better, it should be Efficient pricing strategy. and should be Encompassing for better measurement.

PUNITHA ARUMUGAM, *5283&(20$',621 RAMAN KALRA, ',5(&725 3$571(5,1'8675</($'(50 (,%0*/2%$/%86,1(666(59,&(6

It is important to know It is easier to track how monetising methods We have been experimenting consumers in digitisation, can be improved. The whole over the last few years and especially when consumers concept is that of how loved or Ditto TV was introduced for move across platforms. how needed. It is loved when linear consumption. Digitisation has resulted in a free, but paid when needed. few visible changes.

TARUN KATIAL, &(25(/,$1&(%52$'&$67 VISHAL MALHOTRA, %86,1(66+($'1(:0(',$=((/ LV KRISHNAN, &(27$0

The critical game called ‘Digital’

Cinema advertising is Digital is only 3 per cent The year 2012 is the year of dying. There are 10,000 screens of a marketer’s spend today. So the online video, if you ask in 200 cities and it is impossible let’s not give cute ideas here, me. In the age of consumer to reach each and innovate and we need to question how the empowerment, one can’t afford go beyond the local ads run in dynamics will change the ad to dump TV ads online. halls, or the 30-seconder run industry as a whole. twice as a filler.

VIKRAM SAKHUJA, &(26287+$6,$*52830 RAJAN ANANDAN, 93$1'0'*22*/(,1',$ KAPIL AGARWAL, -2,170'8)2029,(=

42 afaqs! Reporter, April 1-15, 2012 1(:6(9(17 ‘Online socialising’ of business models could drive sales

Flipkart’s latest foray, flyt, Indians are spending over was not officially announced 2.5 hours on smartphones - The trigger but was promoted effectively only 20.25 per cent of that time to buy online will also on Twitter. The result? The is utilised in communication. come more when they get month-old Flyte has already Interestingly, this consumption convenience, value and trust. seen one lakh music downloads across screens does not in the last 14 days. cannibalise TV consumption.

SAMEER NIGAM, +($')/,3.$57',*,7$/',675,%87,21 ALBERT ALMEIDA, &22+81*$0$02%,/( FARSHAD FAMILY, 0'1,(/6(1

Is there anything known as ‘niche programming’ today?

This is the 20th year of How can you say food is CNBC-TV18 was Pay TV in India, but it is still niche or health is niche, when classified as niche years ago at `5 per day that the viewer it affects everyone? ‘Highway and the brand seems to be enjoys his television experience. on my Plate’, a show on delivering good numbers in But premium content should NDTV Lifestyle, fulfils the absolution. The power of charge its discerning audiences content hunger of dhaba ‘niche’ brands will be a force to in a premium manner. lovers in India. reckon with in three years.

RASIKA TYAGI, 693(1*/,6+352*5$00,1*67$5 SMEETA CHAKRABARTI, &(21'79/,)(67

The channel sold football to The term niche, concocted its clients, as opposed to cricket. years ago, is redundant now. There were the usual slew of The term I’d like to use instead comments about football being is special interest channels, and ‘niche’ and the impossible task these are created for discerning ahead to convince clients. But viewers that appreciate a 40 million Indian households particular kind of content. tuned in to football in 2011.

ATUL PANDE, &(2632576%86,1(66=(( MONICA TATA, *0(17(57$,10(171(7:25.66287+$6,$)257851(5,17(51$7,21$/,1',$

afaqs! Reporter, April 1-15, 2012 43 Accept and embrace digitisation

Are we carrying our I want to stop carrying the 50 analogue mindsets into paise in my pocket. 50 paise is a digital world? all it takes to enjoy an hour of It is not an ideal situation TV, thus being the cheapest where differentiation business. is the key.

SANJAY GUPTA, &+,()23(5$7,212)),&(567$5,1',$ SUNIL LULLA, &+,()(;(&87,9(2)),&(5$1'0$1$*,1*',5(&7257,0(6*/2%$/%52$'&$67,1*

If 200 million people consume `500 a month, it The country is certainly on the gets `12 lakh crore for the threshold of a revolution where industry. For digitisation, we large changes will take place in need `40,000 crore. If people a much wider sense and will still doubt digitisation from re-script the way one looks at a business point of view, I’ve business models. nothing to say.

J S SARMA, &+$,50$17(/(&205(*8/$725<$87+25,7<2),1',$ UDAY K VARMA, 6(&5(7$5<81,210,1,675<2),1)250$7,21$1'%52$'&$67,1*

The print industry cannot exist as it always has

Is the print industry dying? The safest Though it is not and while strategy for the industry there are optimists and sceptics, is to ‘plan for it can be agreed that the print the worst and hope industry cannot exist as it has for the best. over the years and there is a definite need to innovate.

RAJIV VARMA, &+,()(;(&87,9(2)),&(5+70(',$ SWAPAN DASGUPTA, &2/801,67$1'9(7(5$1-2851$/,67

Advertising continues to be the primary source of income The press does not have the for print in India. Ad spends of cache as it used to. There is companies have almost doubled a problem of credibility and in the last five years, while the it will be foolhardy for us to allocation to print has been ignore it. stable at 41 per cent. ALL PHOTOS BY SUSHIL KUMAR LYNN DE SOUZA, &+$,53(5621$1'&(2/0* &+$,53(56215($'(56+,3678',(6&281&,/ T N NINAN, &+$,50$1%86,1(6667$1'$5'

44 afaqs! Reporter, April 1-15, 2012 5281'7$%/(6(5,(6 PRESENTED BY Real Estate: Ethical marketing needed The panel brought to the foreground the realities of the gimmicks disguised as marketing tactics, flawed policies and lack of regulation that abounds the real estate sector. By Ankit Bhatnagar

he afaqs! Roundtable Conference held on March 23 at Hotel Shivalik View, TChandigarh, focussed on the requirement of ethical marketing and various challenges faced by the real estate sector in cities other than met- ropolitan India. The panel of speakers included Colonel R S Perhar, partner, Stellar Infrastructure; Satender Singh Jarry, director and chief executive officer, Alchemist Group; Yudhvir Arora, senior manager, Parsvnath Developers; R S Bipin, direc- tor, business development, Blessings World; Amit Puri, director, Accord Infra Developers; Gursharan Batra, managing director, Gee Impact Infra Con; J K Sharma, partner, Future Estates; Anil Chopra, chairman, PPR Group; P S Grewal, director, Orbit Constructions and K S Walia, chairman and man- aging director, RKM Housing. Dipin Preet Singh, director, West Coast Investment Solutions moder- ated the discussion. The panel debated multiple issues related to the realty industry. The panel of speakers deliberating on a finer point REALTY MARKETING: A FARCE OR REALITY? brand equity. “Builders and developers have to be ers are resorting to corrupt and unethical practices very newspaper on a weekend is full of adver- conscious of the customers’ demand, expectations due to stringent and irrational tax regimes. On a Etisements that promote different real estate and loyalty,” he said. Trust needs to be established project worth `50 lakh, about `20 lakh goes into projects, which just makes things difficult for the and grown with every project completed and taxation, he concurred. In 1995, there was no buyers. One among many things that the panel delivered, said the speakers on the panel. external development tax, while the development agreed upon was that ethical marketing in real charge is `7 lakh per acre today. estate industry is the need of the hour. “Marketing CHALLENGES FACED FROM FLAWED Bringing in a perspective of what prevails in should be turned to realistic marketing,” Chopra POLICIES AND GUIDELINES metro cities, Bipin said, “In a bid to meet deadlines said. Word of mouth marketing is the best that a rom sticky policy issues to the standardisation and completion of projects, many a times develop- realty project can get and brand equity needs to be Fof business practices, from vested political ers miss out on delivering the promised global built before promotion, agreed the panellists. forces playing to the gallery to the concept of mas- standards.” Arora opined that master plans should According to Grewal, real estate projects value ter plans, a lot of challenges ailing the real-estate be made, strictly frozen and adhered to. “Like sales more than sensible marketing. “Marketing sector were discussed and ruminated upon. Some the West, after great deliberations and feasibility majorly involves understanding the inherent need of the challenges discussed in the session included analyses, a master plan needs to be drawn and then of the customer and delivering on it, thereby mak- high construction costs and low margins in real implemented, followed by a detailed zoning plan,” ing your mark,” he said, and highlighted that to estate in North India. Grewal said. deliver the best, development of quality needs to Highlighting the flawed governmental policies be ensured first and for quality projects, one needs on developing land banks into habitable residential AFFORDABLE HOUSING - WHO BELLS skilled manpower, too. colonies, Jarry said, “I have made several repre- THE CALL Highlighting the malaise of false claims and sentations to the Haryana government for roads, ffordable housing to me sounds like a utopian unethical advertising, Puri concurred that it’s high sewage plants, street lighting and landscaping on Athought, said Colonel Perhar. The reality, city time that a regulatory body for real estate industry lands we were developing, but I’m sorry to admit by city, is staring us in the face, he added. was established. “Any sector, whether it’s telecom, that really shoddy, lax and old land development There’s no clear-cut definition of ‘afford- automotive, broadcast or stock exchange, when policies prevail currently. able,’ the speakers agreed in unison. As a faced with problems sets up a regulatory body.” Grewal pointed out that environmental impact suggestion, Chopra, who also chairs the Punjab assessment is not given a serious thought in official chapter of Confederation of Real Estate Developers’ CRACKING THE MARKETING policies. There are so many clearance windows in Associations of India (CREDAI), said that afford- CONUNDRUM place that instead of facilitating development, they able housing should be incentivised by waving off e are moving from unorganised to an organ- act as impediments to project completion. Chopra external development charges for affordable hous- Wised way of functioning, said Batra. With agreed and cited examples of multiple cities in ing projects. increased competition, real estate and infrastruc- Punjab where unauthorised colonies were given Wrapping up the proceedings, Dipin Preet ture developers are hiring professional real estate preference and offered lenient taxation compared Singh, the moderator, said, “A lot needs to be done consultants like Jones Lang LaSalle and Cushman to regularised ones. before the real estate sector can enjoy customers’ & Wakefield to jack up their brand equity and pro- “In Punjab, 95 per cent of urbanisation is unau- faith and unflinching trust, and can take pride in ject delivery capabilities. thorised. Due to political interests and backstage contributing more to the gross domestic product Grewal added that like any other servicing-led lobbying, unauthorised colonies get preferential and the healthy development of India.” „ sector, real estate, too, should invest in building treatment,” he said. Walia deliberated that develop- [email protected]

afaqs! Reporter, April 1-15, 2012 45 ,17(59,(: ARVIND RAJAN> MD AND VP, LINKEDIN “We have changed the business of recruitment” In a chat with afaqs! Reporter, LinkedIn’s Rajan talks about its latest products, competition, what the brand attempts to change in a market like India, why Facebook and LinkedIn are anything but potential clones and why people prefer to keep their personal and professional lives separate. By Prajjal Saha and Ashwini Gangal

anagement generalist Even in the online space, brands Arvind Rajan, managing tend to go for B2C advertising. And Mdirector and vice-presi- there isn’t much happening in the dent, Asia Pacific and Japan, LinkedIn, online B2B space in India - so we are has worked across industries, from really pioneering in that area. hybrid/electric transportation to wireless data networks and internet You may not like to call it niche, start ups. Earlier, Rajan was at tech- but if we compare LinkedIn with nology and services firm Grassroots other recruitment websites like Enterprise, where he spent five of his Naukri.com and Monster.com, nine years as the firm’s chief execu- there is still some catching up to tive officer. be done. Before Grassroots Enterprise, Yes, so I treat that as the other busi- Rajan worked at Warpspeed ness - recruitment solutions. Even Communications, BCN Data though LinkedIn is very small, we Systems, CellNet Data Systems, have changed and continue to change Solectria Corporation and Boston recruiting styles across the world. Consulting Group (BCG). LinkedIn helps reach a much Interestingly, in his LinkedIn profile, broader segment of users. On Rajan begins the description of his recruitment sites, mostly you will time at BCG as “My first real job.” find people who’re actively looking In a candid chat with afaqs! for a job, which is a very small sub- Reporter, Rajan talks about set of the overall population that is LinkedIn’s latest products, its com- potential talent for the organisation. petition, what the brand attempts to In fact, often the best talent in the change in a market like India, why world has probably never actually Facebook and LinkedIn are anything applied for jobs online in their lives. but potential clones and why people Every company will tell you that prefer to keep their personal and their best source of talent is employee professional lives separate these days. referrals. But employees often are Excerpts: lazy to take a step or are not fully informed about the opportunities Currently, LinkedIn has three within their organisation. revenue streams -- market solu- We’ve now automated that pro- tions, recruitment solutions and cess, where we can match people premium subscriptions. The from your networks with those jobs. third one seems to be on a slower road than Everything here in India is relatively new. the other two. Why? So what has been the biggest driver for Though we don’t give our data on revenue at Does being niche in the social networking LinkedIn’s growth? country level, I can say that we’re seeing growth space make it difficult to convince the adver- As a company our philosophy is to begin small across all lines of business and all sectors. tiser? with accounts - they understand the value - and However, in India, we started with the hiring Frankly, with 14 million members, who include then grow the accounts. This has proved success- solutions team so this part got a bit of a head start. high-end to young earning professionals, I don’t ful for us all over the world - as soon as people Besides, the premium subscriptions business is think we’re niche anymore. start using LinkedIn they understand the value. not driven locally; rather, it is driven centrally and But you’re right - I think advertisers need to They realise that they get the highest ROI from is delivered online. That’s why it’s more present continue to understand how to use LinkedIn. We investing on LinkedIn. for people; people hear about that because we have have to first convince them that it’s time to spend It’s interesting how during the global financial a sales team talking about it. money online versus offline, and then educate crisis around the world many companies com- But then again, our whole team here is new them on how to use LinkedIn more effectively. pletely constrained the number of people they (though it seems like we’ve been here forever); It’s true that in India, the online advertising were hiring. But a lot of those companies then we hired our first person at LinkedIn in India market is still relatively small but there are advan- two years ago. So it has only been two years. tages of being in a less matured market. FRQWLQXHGRQSDJH>>

46 afaqs! Reporter, April 1-15, 2012 1(:622+ ING LIFE Life in a Metro The 15-day initiative targets the daily commuters at six Namma Metro stations, highlighting the need of protection and savings in daily life. News Bureau

inancial services company ING Life Insurance has launched an initiative to Fincrease awareness about the importance of protection and savings. As a part of the initiative, the company has installed kiosks at six stations of Bangalore Metro, also known as Namma Metro. The marketing initiative, called Life in a Metro, targets the daily commuters. It gives them an opportunity to clarify myths, and gather more information about insurance, savings and protec- tion plans. Response-based activities at the kiosks carried out by ING Life Insurance involve and attract the commuters. As a part of it, the visitor is given a question and is required to send the reply through SMS. A lucky draw, to be conducted among the The company has with Bangalore Metro Rail Corporation (Namma correct entries after 15 days, will reward winners Metro) to organise this initiative to promote with pre-paid Namma Metro passes - each worth installed kiosks at awareness on insurance. Through Life in a Metro, `1,000. we aim to engage and educate Bengaluru citizens Along with a basic ‘financial health check’, six stations of on the need for life insurance. All one has to do is advisors present at the kiosks answer queries walk into the ING Life Insurance kiosk and meet and highlight the benefits of life insurance. A Bengaluru Metro. our advisors.” life insurance tips brochure is also handed out to The 15-day initiative kicked off on March 5 those who approach the advisors. Speaking about the initiative, Mohit Goel, across six metro stations in Bengaluru, including ING Life Insurance has also put up informa- executive vice-president, marketing, ING Life stations at Mahatma Gandhi Road, Trinty Circle, tion signages to drive traffic to the kiosks. Also, Insurance, says, “Namma Metro has already Ulsoor, Indiranagar, Swami Vivekananda Road video screens installed inside the trains display become a preferred mode of transportation for and Byappanahalli. „ quiz programmes to engage the commuters. Bengaluru citizens and we have joined hands [email protected]

<< FRQWLQXHGIURPSDJH back and getting value. “Frankly, with 14 “We have... What’s the way ahead in India? million members, We started building a team here in spent more money with us, not less. November, 2009. Then, we had 3.5 It’s all about telling our story, who include high- million members. We’re now up to building a team and having an 14 million members. It’s been a really increasingly bigger sales team to end to young earning nice growth curve. We’re building spread our story. not only our sales teams but also professionals, I don’t our marketing teams here and we’re One school of thought says that going to continue to invest in India, five-10 years down the line, all think we’re niche which is part of an overall investment social media pillars will become across APAC. We now have offices clones of one another. Do anymore.” in seven cities across APAC. Our you think that the distinction ARVIND RAJAN first local development team in Japan between sites will get blurred? is already up and running, while No we definitely don’t believe that. we have also launched an engineer- Let’s take an example - right now on ing centre in Bangalore, both beings Facebook, users can’t actually segre- would start showing up on LinkedIn We don’t really care much about firsts outside the US. gate their personal and professional - such as ‘I saw this really great movie maximising the amount of time one networks. It’s kind of hard to do that last night’ or ‘I had a really good spends on LinkedIn in a visit. Will there be anything on and the fact is that users just don’t do sandwich’. However, more than 90 Our mission is to connect the LinkedIn in regional languages it. We’ll see where Google Plus goes per cent of the users realised the dif- world’s professionals to make them in the APAC region or in India? - it creates circles - and I believe that ference and used their discretion on more productive and successful. We’ve talked about it and we’ve most users may create those circles what was professionally appropriate. People use LinkedIn for work. That always decided not to. The language but never use them. means if I’m trying to find some- of business in India is English. So On LinkedIn, it’s all professional. In social media, it’s about how thing about someone and that takes this is not a priority for us. We don’t So one of the things we did last much time one spends on the me five minutes, that’s a very good see a lot of demand for this from our year was to build a partnership with site. Facebook has an advantage... interaction. So I care less about you members. If that changes, we’re not Twitter. One apprehension, though, It’s interesting. For us, we think spending a lot of time on LinkedIn opposed to it. „ was that non-professional content about engagement in different ways. - I care more about you coming [email protected]

afaqs! Reporter, April 1-15, 2012 47 1(:6%22.6

5HDGLQJ5RRP FEMINA TAMIL NISHA SINGHANIA GM, Saatchi & Saatchi, Mumbai More to Come t present, I am reading Jaya by On the completion of the first anniversary of ADevdutt Pattanaik and The Lovemarks Effect by Kevin Roberts. Femina Tamil, WWM plans to enter other Jaya is a retelling of The Mahabharata, Southern Indian states. By Sumantha Rathore which is probably the most fascinating story ever told. The layers and char- acters it has are just amazing. I love orldwide Media (WWM), is using reading different interpretations of the the wholly-owned sub- danglers, Mahabharat. What I love about Jaya is Wsidiary of the Times of issue post- its simplicity and the interesting illus- India Group, has completed its first ers and trations that go along with the narrative. year in the regional space, with the regular The Lovemarks Effect offers inspiration about creating emotional con- anniversary of Femina Tamil. The magazine nections and winning in a consumer-empowered future. In today’s group also plans to launch Femina displays at Volatile, Uncertain, Complex and Ambiguous (VUCA) world that seems in other markets of South India and stores to to be the only way for brands to survive. This book explains the concept strengthen its reach in the smaller increase thee of Lovemarks and gives insights and stories of Lovemarks at work around towns in Tamil Nadu in the coming visibility off the world. months. the issue.. There is no ‘one’ type of genre that I read. A good book, for me, needs The anniversary issue of Femina The 200-- to be a good read whether it is fiction, biographies, Indian culture and Tamil was unveiled in Chennai page specialal mythology, branding, humour or romance by actor Amy Jackson, the cover issue alsoo Some of my favourite authors are Chitra Banerjee Divakaruni and girl for the issue, and Tarun Rai, has a readerer Margaret Mitchell. Divakaruni’s Palace of Illusionss CEO, WWM. The issue is being contest, apart fromfil a special cover is the Mahabharata from Draupadi’s point off promoted via print, out of home mount - a gold plated pendant being view. Mitchell’s Gone with the Wind is one of my and on-ground activities across the distributed along with each copy. all time favourites. I can read it every six months. state, with an emphasis on the WWM had launched the 50 The characters of Rhett Butler and Scarlet O interiors. year-old brand Femina in a regional Hara are absolutely delightful. Talking about the journey of avatar as Femina Tamil in April, The Girl with the Dragon Tattoo is already wait- Femina Tamil, Rai says, “We are 2011. The content of the magazine ing by my bedside. A friend whose taste I trust happy with the response received has a mix of stories written for the recommended it to me. „ by Femina Tamil, both from read- Tamil reader and key features from As told to Ashwini Gangal ers as well as advertisers. It has only the English edition. been a year and Femina Tamil has Of the total 84 advertisers of already established Femina Tamil, 34 itself as the magazine are from the state, of choice.” contributing 50 << FRQWLQXHGIURPSDJH of gourmet culture, wonders of the The Tamil Nadu per cent to its ad world, business travel and festivals of magazine market revenue. Its adver- Exploring India the world. is primarily driven tisers include Gold Meanwhile, the channel has by trade sales. The Winner, Premier ly on this space in India, we have roped in Tajamul Hussain as chief company is organ- Appliances, Vasan decided to fill the void. The vision is strategy officer. ising on-ground Eye Care, Kalyan to showcase 5,000 years of India and Commenting on the appoint- activities, news- Jewellers, KRBL and as we go along, there will be more ment, Abdul Azeem, executive paper inserts and Swarovski. feeds in languages such as Bengali, director and CEO, Tourism & Travel digital campaigns, to The Tamil

Tamil and Telugu.” Media Entertainment, says, “All his increase its subscrip- FOTOCORP version of the mag- Earlier last month, the chan- life, Tajamul has observed evolution tion sales. azine was launched nel had appointed P R Satheesh as of the media organisation from the The group will “It has only with a print run president. Teams and offices in the other side of the table and his com- leverage the reach been a year and of 75,000 cop- key markets are also under way and ing in as the CSO will ensure the of its sister publica- ies and now, the there will be more announcements channel’s successful launch, there- tion, The Times of Femina Tamil company claims to soon, the channel adds. after developing strategic business India, for print ads in has already have a print run Avvas says, “The Indian media opportunities in the domestic as well cities like Madurai, established itself of 85,000 copies. and entertainment industry is grow- as international markets.” Coimbatore and The monthly mag- ing at 15-17 per cent CAGR and we Hussain adds, “Worldwide, the Tiruchirapally to as the magazine azine has a cover intend to be a part of this industry. name of the media game is fast push independent of choice.” price of `30 and Through Travel Trendz TV, we aim becoming aggregating attention issues. Further, it TARUN RAI the group has no to educate and inform the growing with aggregated content distributed is also carrying out plans to change the number of travelling Indians and through multiple platforms and tech- newspaper inserts in frequency or the foreign tourists who are arriving in nologies. I feel that Travel Trendz is regional dailies in all the mentioned cover price anytime soon. India about India and its diversity.” well poised and ready to ride the cities. This will be supplemented For the record, WWM pub- The programming of the new media fragmentation wave to with on-ground subscription drives lishes 12 other titles including channel will primarily focus on catapult itself as one of the signifi- and a radio campaign on Radio City Femina, Filmfare, Lonely Planet, genres such as history, heritage and cant niche media channels in the in Chennai and Coimbatore, using GoodHomes, Top Gear, Hello, culture, adventure tourism, eco travel and tourism genre of resurgent radio spots and RJ (radio jockey) Grazia, Home Trends and BBC tourism, world art and culture, India.” „ mentions for 15 days. Knowledge. „ celebrity travel diaries, evolution [email protected] For on-ground, the media house [email protected]

48 afaqs! Reporter, April 1-15, 2012 60$57,'($

AGENT VINOD Action Thriller Four out-of-home innovations for the film executed at strategically placed low-clutter areas create high impact. By Jhumur Nandi

aqshya Media has carried out an exten- sive out of home campaign for Hindi Laction film Agent Vinod to grab eyeballs and engage people. As a part of the campaign, huge billboards with life sized cut-outs of actor Saif Ali Khan, who plays the protagonist Agent Vinod, have been placed at strategic locations across Mumbai. Four innovations are particularly engaging and have been executed at relatively less clut- tered areas to generate maximum attention. On Vile Parle SV Road, a 24X24 feet bill- board features Agent Vinod in action, jumping out of a shattered glass wall with smoking guns in hand. The billboard is made in three lay- ers. The first layer is the 2D background with the effect of broken glass. The second layer is Agent Vinod’s OOH campaign in Mumbai the 3D cut-out of the actor. The third layer adds a special touch as 12-13 glass pieces made placed on the wall of a building and is illuminat- from foam board are placed separately over the ed by lights controlled by a timer device. A red light flashes first from the gun, then on the face of the actor. Then, the whole billboard lights up. Huge billboards with Another innovation on a unipole at Bandra showcases a 65X40 feet cut-out of the actor life sized cut-outs of placed over a 40X40 feet billboard. The OOH campaign has been ideated and actor Saif Ali Khan - the executed by Laqshya Media and Filmybox. The protagonist Agent Vinod creatives are by Marching Ants. Naveen Jalan, general manager, Outdoor - dot strategic locations Media Integrated (OMI), says, “OOH is an impact medium and creates instant connect with across Mumbai. a rousing curiosity. A large number of sites do not matter but larger than life cut-outs attract second layer to create a 3D effect. Also, the tip attention. Therefore, we have used larger than of the actor’s shoe juts out of the billboard to life cut-outs of the actor to grab the attention.” bring out the 3D effect. The entire billboard is Rajan S Ahuja, chief executive officer, back-lit. Filmybox, says, “About 40 per cent of people are Another billboard at Juhu Koliwada features out for more than 12 hours a day, hence, out- a movie still in which Khan and his co-star, door media establishes direct communication Kareena Kapoor are riding a bike. To give an with the audience for a major part of the day. So, impression of the bike coming out of the 40X20 we have promoted the film through outdoors, feet billboard, the sides of the billboard are bro- moving a step ahead by creating innovative bill- ken and a part of the bike’s tyre juts out. boards and placing them at clutter free spots.” Two other innovations are placed at Bandra The three and a half week campaign started and Juhu, with the same creative in which the in March. It is backed by regular 2D billboards actor is shown standing holding guns in both spread over 22 outdoor sites. „ hands. The 20X60 feet billboard at Juhu is [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, April 1-15, 2012 49 -2%6:,7&+ JOBSWITCH

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She/He Limited is needed for the role. should be a Graduate with 5 years Position: Senior Manager- Sales Email: hr@newscommunications. of Media/ Advertising Agency Location: Delhi net Experience Profile: We are looking for a ...... Email: [email protected] candidate who has minimum 9 yrs Organization Name: Franchise India ...... TO ADVERTISE, CONTACT: of experience into sales. Holdings limited Organization Name: Green Apple Saurabh Sharma Email: anju.agrawal@infomedia18. Position: Manager/ Sr. Manager- Design Pvt. Ltd. Ph: 09868919608 in Sponsorship Sales Position: Copy Head- Art Email: [email protected] ...... Location: Delhi NCR Location: Mumbai Organization Name: www. Profile: The candidate should be Profile: We are looking for a Siddhartha Sengupta Ph: 09768131042 fashionomical.in capable of identifying, research, Creative Team Leader who likes to Email: [email protected] Position: Manager/Head- Ad Sales developing and prospecting a list take on the complete responsibility & Marketing of potential sponsors/ exhibitors of ideating, executing and leading [email protected] Location: Delhi/NCR for each conference. She/He the design team. She/He should Profile: The candidate should have should be able to develop and have a Degree / Diploma in To view other jobs in Marketing, the ability to interact with people maintain relationships with applied art from a reputed institute Media and Advertising, log on to: http://jobs.afaqs.com at CXO level. She/He should have existing and potential sponsorship with at least 7 years of experience. a flair for learning and proficiency clients and exhibitors. 6 years of Email: [email protected] Join us on : facebook.com/jobswitch in MS office. 5 years of experience experience is required for this role......

50 afaqs! Reporter, April 1-15, 2012 SHE INTENDS TO BUY A REFRIGERATOR IN THE NEXT THREE MONTHS

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