May 16-31, 2015 Volume 3, Issue 24 `100

18

25 27 26 PLUS FORTUNE Exchange Programme 10

LINKEDIN Steady and Strong 14

ZEE CAFE 24 PROFILE MYTRA-HRX INTERVIEW Spoilt for Choice Prasanth Kumar Fuelling Aspirations Siddharth Bindra NICKELODEON Mindshare’s CEO South Asia Help for the differently Ethnicwear brand Biba is is the Go-to man. abled athletes. going places. Ready for Summer 24 Reach out to an audience that can help grow your business. To advertise, call Puneet Bali at +91 9669727000 (',725,$/

This fortnight... Volume 3, Issue 24 EDITOR got an insight into the popularity of WhatsApp in the strangest of ways, from the Sreekant Khandekar I most unexpected of people – my physiotherapist. While she was treating me for PUBLISHER

May 16-31, 2015 Volume 3, Issue 24 `100 a sports injury, I asked her if the kind of patients and complaints she received had Prasanna Singh changed over the years. DEPUTY EDITOR Ashwini Gangal Yes, she said, promptly. In recent times she was getting a lot of younger women SENIOR LAYOUT ARTIST with neck pain (spondylosis), she explained, “because they are always messaging on Vinay Dominic their mobile phones”. It had got worse in recent months, she said with exasperation, PRODUCTION EXECUTIVE “because of WhatsApp. They are so obsessed with it that even as I am treating them, Andrias Kisku they are on WhatsApp – although that is what forced them into therapy in the first ADVERTISING ENQUIRIES place!” Aditi Nagpal 99995 03560 (M); 0120-4077803 (O) The pervasiveness as well as usage of WhatsApp are astounding. If Facebook was 18 Shubham Garg once the benchmark of popularity, WhatsApp has created a new one. Young people, 25 27 26 PLUS 81301 66777 (M); 0120-4077819 (O) FORTUNE Noida Exchange Programme 10 old people, the well-to-do and the poor – everyone seems to have downloaded the app. LINKEDIN Steady and Strong 14 Pradeep Hegde ZEE CAFE Spoilt for Choice 24 It’s hard to put one’s finger on what exactly it is. It’s a communication medium PROFILE MYTRA-HRX INTERVIEW (022) 40429702-5 Prasanth Kumar Fuelling Aspirations Siddharth Bindra NICKELODEON Mindshare’s CEO South Asia Help for the differently Ethnicwear brand Biba is is the Go-to man. abled athletes. going places. Ready for Summer 24 but it is also a social networking tool as the countless groups testify. It’s certainly the Mumbai tool by which the largest number of jokes and rumours get shared. [email protected] Classifying it gets even more complicated when you consider that it is great for MARKETING OFFICE B-3, First Floor, Sector-4, messaging – so it’s replaced SMS. But it’s eaten into email too, because it’s quicker and less expensive Noida-201301. to send a message or photographs across as an attachment. The reason, of course, is that WhatsApp has Tel: (0120) 4077800. developed terrific compression technology. Don’t forget that it allows you to share video or send a voice MUMBAI message. 501-502, Makani Center, 5th Floor, Off Linking Road, Bandra (W), Considering that it is on every phone, it was only a matter of time before businesses began using Mumbai - 400050 Tel: +91-22-40429 709 - 712 WhatsApp for marketing communications. This fortnight’s cover story looks at the variety of ways in SUBSCRIPTION ENQUIRIES which companies big and small are using WhatsApp to reach out to their customers. Some of the case Akhilesh Singh studies are impressive. Meanwhile, techies are trying to build software which will use the platform to do (0120) 4077837 even more – for example, m-commerce. [email protected] Owned by Banyan Netfaqs Pvt Ltd and It’s early days but we can be certain that we ain’t seen nothing yet as far as WhatsApp in marketing Printed and published by is concerned. Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063.

Printed at Cirrus Graphics Private Limited B-61, Sector 67, Noida (U.P.), 201301 Sreekant Khandekar [email protected] Cover Illustration Vinay Dominic CONTENTS 28 14

WHAT’S YOUR PROBLEM New Beginning Amit Akali, former national creative director of Grey, and five others launch a full-service digital agency.

INTERVIEW 22 6 10 Saujanya Shrivastava MakemyTrip is targetting those who don’t log on.

POV 23 Being Salman CP PLUS ICONGO VIRAL NOW Is it time for brands to bid Private Eye in the Sky Seasonal Do-gooder Return of Kolaveri Di adieu to Salman Khan, the A new campaign to reinforce Of awards and admen who Now a Turkish version of ambassador? the brand’s reach. are good samaritans, briefly. the chartbuster.

afaqs! Reporter, May 16-31, 2015 5 $'9(57,6,1* ICONGO/CANNES LIONS Seasonal Do-Gooder Do award festivals, like Cannes Lions, turn copywriters and art directors into ‘good Samaritans with an expiry date’asks iCONGO - Indian Confederation of NGOs, in a video. By Sohini Sen

and do more than just lip service, we can make so much difference,” he adds. Has the video created the desired impact on the ad fraternity? Arun Iyer, national creative director, Lowe Lintas, says “They have used sarcasm to let us know that, as an industry, we must wake up. Anyone who tells you otherwise, is just lying.” SapientNitro’s CCO, KV Sridhar (Pops), does not share Iyer’s enthusiasm. According to him, a lot of NGOs want to get into the public eye to get

“If this rubs some wrong people the wrong way, so be it. ” s awards season approaches, agencies come International Festival of Creativity is slated to be JERONINIO ALMEIDA up with brilliant ideas to not just display held in the end of June), the timing is meant for A the features of products, but also to help the jurors and organisers to take notice. the less privileged - a grouse iCONGO (Indian According to Jeroninio Almeida, founder, Confederation of NGOs) has presented in its film. iCONGO, “it was not meant to point fingers or The two-and-a-half-minute-long film find faults. But, we have always tried to provoke a funding, while agencies can benefit by winning an showcases how helping hands from creative thought process through the creative community. award. agencies are extended only during April-June, And looking at PSAs I have seen, some agencies do “Even if while working for three months, an which in industry lingo is the ‘awards season’. The it with the right intent and some don’t.” agency changes the life or mindset of even one narrator then pleads with the Cannes Lion jury to iCONGO has started with a video appeal to the person, then I think the job is not futile,” he consider making it a quarterly awards ceremony, Cannes Lions jury but it plans to take it forward opines. implying that even if only to win the awards, by communicating with other advertising awards Santosh Padhi (Paddy), co-founder and chief agencies continue to do the good work they do jury - from Ad Asia to Goafest. It also plans to have creative officer, Taproot, however, feels that during the three months a roast with the creative community as the ‘guest’. advertising industry is being targetted unjustly. in question. So far, Josy Paul, Subramani Ramachandran, “There are so many things which are done Operational since Tarun Chauhan and Sandipan Bhattacharya have throughout the year. Not even half of them are six years, iCONGO, a confirmed. entered in the awards. If iCONGO made this citizen movement, tries Could this backfire, we asked Almeida, who video and gave the kids in the video, say, food for a to sensitise and create seemed rather unperturbed. The data - based on day of the shoot, then they might as well make 365 awareness amongst the phone calls they get from agencies in these more such videos and make their lives better. But, people at large about three months - claims that it is not a far-fetched the truth is, what we are doing is only a small part socio-political issues. truth. of the contribution. Many brands and corporates Released just “If this rubs some wrong people the wrong way, are also taking up social initiatives now, for things before the awards so be it. I feel that agencies are doing such great they truly believe in,” he adds. „ season, (Cannes Lions work, if they channelise it in the right direction [email protected]

6 afaqs!afaf qqs! Reporter,ReR porp tter, MMayayy 16-11616-31,6 31,3311, 2020150 151

$'9(57,6,1* FORTUNE Exchange Programme goes to her. They can then proceed to share their To celebrate Mother’s Day, the recipes and connect. brand brought together two The brand plans to take this platform on mobile via an app for both Android and iOS users. mothers and their children living Piyush Pandey, executive chairman and in different cities connected by creative director, Ogilvy South Asia, says, “I the love of home-cooked food. found it very difficult all through my life to live without home food. I have studied away News Bureau

ortune Edible Oils and Foods has portrayed The brand plans to take this the magic of ‘ghar ka khana’ far too well in its platform on mobile via an Fearlier campaign. The brand has now taken a step forward and launched a digital campaign app for Android and iOS. for Mother’s Day (May 10), titled ‘Fortune Mother Exchange’. from home, played cricket away from home and Created by Ogilvy and Mather, the campaign travelled far away from home. I wish somebody video is high on emotion and features the story had come up with this idea in my growing of two mothers whose sons are studying away years.” from home in two different cities - Jodhpur and Anghsu Mallick, chief operative officer, Adani Chennai. Its heart-warming narrative speaks of Wilmar, says, “Through this campaign, we are the worry mothers harbour when their children attempting to create a home away from home for live in another city, especially with regard to those who miss home-cooked food. By choosing their children not being able to have home- the digital medium as a touch-point, we are cooked meals. The film features two real mothers Under the initiative, Fortune will connect looking to reach out to youngsters who are the separated by culture, but connected by a common mothers whose children are working or studying main influencers in this project. And Fortune concern for their children. It goes on to show in different cities and enable them to take care of being the leader believes in setting trends, rather how they collaborate with each other, overcoming someone else’s child, while some other mother than following it.” language and cultural barriers, to cook ‘ghar ka takes care of theirs. Fortune Oil is an edible oil brand of Adani khana’ for their children. The film ends with the ‘Mother Exchange’ helps to deliver on an integral Wilmar. It was in 1999, that the Adani Group mothers meeting each other’s children and serving part of the ‘Ghar Ka Khana’ brand promise - ghar formed a partnership with Wilmar International them their favourite food, and the kids getting a ka khana, ghar ka khana hota hai. to launch Adani Wilmar and subsequently its taste of their homes. A microsite has been developed by OgilvyOne. flagship brand - Fortune cooking oil. Its brand With more and more children leaving their Once registered, a mother can search for other portfolio includes Fortune Plus Soya Health, homes to pursue higher education and better mothers who share similar food tastes in the city Sunlite, Cottonlite, Rice Bran Health, Soya careers in other cities, mothers are finding it her child lives in. This has been made easy by a Health, Premium Kachi Ghani, filtered mustard harder to fulfill their roles, and the brand is aiming notification process. Once a user chooses a mother and groundnut oil , Goldnut and Coconut Pure. „ to address this challenge through ‘Mother Exchange’. she wants to connect with, an email automatically [email protected]

tune for its Turkish advertisement VIRAL NOW and posted the video on May 4, 2015, on YouTube, in which the Kolaveri tune is taken to the beach and given Return of ‘Kolaveri Di’ a different twist with Turkish lyrics. The new Coke song dubbed Coca Cola’s Turkish cover of ‘Why This Kolaveri Di’ is fast becoming an ‘Ac Bir Coca-Cola’ is sung by online rage. With over 1 million views already, will it be able to outshine the Turkish arabesque singer Ozcan Deniz, along with Sila, a pop singer. original version? News Bureau With a seemingly Bollywood-style execution, bright and stylish beach efore we could get it out of fashion and an overload of sun our heads, ‘Kolaveri Di’, the and dance, the video is becoming Bquirky ‘Tamglish’ (Tamil immensely popular online. and English) number which rocked The original number, penned the online world in 2011, is back and sung by actor Dhanush and in an equally catchy avatar. Coca- composed by then debutant director Cola’s Turkish cover of ‘Why this Anirudh Ravichander, not only Kolaveri Di’ is going viral, with over bagged the YouTube Gold award, but one million views and counting, on also made it to the prestigious ‘Time’ YouTube. magazine. Published on YouTube Sony Music has licensed one by Sony Music India in November of the biggest viral rages of 2011, 2011, it has, so far, garnered around ‘Kolaveri Di’, to Coca-Cola Turkey. 92 million views. „ The beverage brand picked up the [email protected]

10 afaqs! Reporter, May 16-31, 2015              "() %&' "#$ !

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

TANISHQ SANTOOR L&T HOME LOANS Tanishq aims to capture and widen its fan base with its Carrying forward the brand promise of ‘Younger looking Aimed at both the salaried and the self employed, the latest campaign made for the South Indian diaspora. The skin’ the campaign aims to engage the young urban TG. The commercials from L&T are centered around three needs: TVC features actors from Maa TV adorning the traditional film features a protagonist sitting at a café working on her bigger loans for bigger homes, loans based on business Telugu bridal jewellery by Tanishq. Each jewellery piece, laptop when a young man sitting at another table, notices income and a home loan based on escalating EMIs that which is a Telugu bride’s most faithful companion, is her. Amazed by her beauty, he walks up to her to start a targets confident young working professionals, who may not showcased and the craftsmanship is brought out. conversation only to notice a pram with a baby next to her. have huge savings to put down on a home, but can get a loan Taken aback, he compliments the woman on her beautiful on their future repayment potential. baby and walks away.

Creative Agency: Maxus Bangalore Creative Agency: FCB Ulka Creative Agency: Ogilvy & Mather PRINT IMAGE LOCALBANYA EYEWEAR The grocery e-tailer’s The brand’s print campaign talks print campaign about the store’s features month-long deals its newly starting from May appointed brand 8th as the platform ambassador, completes a year of actor Salman operation. Khan donning the product from its Spring Summer Collection 2015. PNG JEWELLERS The latest print campaign features a young woman clicking a selfie with a man as his wife looks on. The ad promotes a scheme from the jeweller offering 50 per cent discount on diamonds.

C Creative Agency: Scarecrow Communications CCreative Agency: Curry Nation OOH DIGITAL

KINETIC INDIA OMKAR REALTORS AND BINGE Marking International Labour Day (May 1),the agency DEVELOPERS The campaign for the mobile app Binge showcases a real created hoardings with a hanging board with the message, The real estate company has executed OOH campaign life scenario where friends who opt to dine out make ‘Ads on hold!’, thanking the mounters for making the promoting its newly launched project ‘Omkar 1973 Worli excuses during payment of the bill due to the hassle of campaigns visible. These hoardings were displayed at Tower’. The billboards have been installed across key manually splitting it. Eventually, Binge app comes to their major locations in Delhi and Mumbai. locations in Mumbai. rescue and ensures a fine dining experience.

Agency: In-house Agency: L&K | Saatchi & Saatchi CCreative Agency: Happy Creative Services

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

12 afaqs! Reporter, May 16-31, 2015             

"#$% !    (            '    &      ',*,7$/ WHAT’S YOUR PROBLEM LINKEDIN New Beginning Steady and Amit Akali, the former NCD of Grey, along with five others has Strong launched a full-service digital agency. By Sohini Sen The online professional network has crossed 30 million member mark in the country. News Bureau

inkedIn, the online professional networking platform, which claims to have over 364 Lmillion members globally, has registered 30 million members in India, a 50 per cent growth over the past two years. These members represent a diverse cross-section of skills and industries helping to power Indian economy. Nishant Rao, country manager, LinkedIn India, L to R: Praful Akali, Amit says, “We’ve reached a critical mass in India, a Akali, Huzefa Roowala, Ajay country that remains a strategic market for us. We Takalkar, Hensila Kava and see a significant opportunity to collaborate with key Hammad Khan players in India in areas such as skills development, so that our members can create an even more fter much speculation about his next significant impact on the economy.” move, Amit Akali, former national “Staying true to our commitment to invest in Acreative director, Grey India, along with localising and enhancing the member experience, his brother Praful Akali and founder members we’ve also strengthened our editorial presence in Huzefa Roowala and Hammad Khan, has India, increasing our focus on making LinkedIn the launched WYP - What’s Your Problem. definitive platform for Indian professionals to gain It is a full-service digital agency which knowledge and insights that matter to them,” he provides ‘creative brand solutions for a digital world’. an agency or even sister agencies together. But, “Sometimes, digital agencies get the we realised that I am doing this, and he wants technology part fantastically well. But, to start an agency, so why not start together? somewhere they lose out on understanding But a lot of trust also helps. Because I know brands, understanding strategies and therefore if there is some creative execution, Amit will understanding consumers. They then lose out work on it and I can head out for, say, a on the level of creativity that you see in meeting. He can do the same with me. That a mainline agency. On the other hand, all sort of understanding comes in handy here,” mainline agencies have heavily invested in says Praful Akali. their digital arms. But, I don’t know how Incidentally, Praful is also the founder Rao: Milestone achieved integrated they really are. An idea can really of specialist healthcare agency Medulla come from anywhere. So, you need someone Communications, which he founded seven adds. who gets strategy and brands, creative at a very years ago. Over 50 members of Medulla, along Ramya Venugopal joined LinkedIn in India high level and definitely, technology. That was with the 10 new hands in WYP, will work as editor of LinkedIn’s Pulse service, to continue our reason for existence,” explains Amit Akali, together on campaigns and strategies, so as to improving the relevance of news and insights on the co-founder, WYP Brand Solutions. give brands one single agency - which marries platform to members in India. WYP has started off in a 3000-square-feet strategy, creative and technology. Since 2009, LinkedIn continues to introduce new office space at Santacruz, Mumbai, and a 60 “There is a major gap between what brands features which include university pages, apply for job member team with in-house capabilities in are trying to do and what agencies are making on LinkedIn Mobile, and revamped groups. Recently, strategy, social media, SEO, SEM, digital media it to be. Having multiple agencies’ egos come LinkedIn also opened up its long-form content planning, analytics, YouTube marketing, web- into play and the whole communication cycle publishing platform for all members in India and development, art and design, UI/ UX, copy is so long that the message is lost. For us, several India-based leaders have joined as influencers. and content, video production and animation. a brand is at the core and then digital is a These influencers include prime minister Narendra Akali will be the managing partner and concentric circle around it,” explains Khan, Modi and top executives such as Kiran Mazumdar- creative head of the agency, while his brother who, formerly, was the online marketing head Shaw (chairman and managing director, Biocon), Praful will be managing partner and strategy at Wizcraft International. Swati Piramal (vice chairman, Piramal Enterprises), head. Completing the team are Roowala WYP has got several clients on board - both Ronnie Screwvala, (founder, UTV Group), Unilazer (Hozi) who joins in national and international. While Flipkart’s Ventures, Swades Foundation and Nandan Nilekani as director, content latest TVCs can already be seen on air (which (former chairman, Unique Identification Authority and creative; Khan, the agency has created along with Chapter of India). In addition, LinkedIn also partnered with director, servicing Five), its other clients include Nilgai Foods, MTV and other major companies in India, such as and technology; Ajay makers of Pico Bhut Jolokia, Indigo Radio and Flipkart and L’Oreal, to help students find internship Takalkar, director, Indigo Live. International brand Brinc, which opportunities and take important first steps in their art and design and invests in technological ideas in the wearable professional journeys. Hensila Kava as space, is also its client. For the latter, the agency LinkedIn connects professionals to make them social media lead. with strategy, positioning, brand identity, logo more productive and successful, and transform the “We did not and website design. „ way companies hire, market and sell. „ think about starting [email protected] [email protected]

14 afaqs! Reporter, May 16-31, 2015                                 Sahibabad

Sahibabad

Reporter: I am working on a cover story on how brands have started including WhatsApp in their digital media mix. May we chat about this?

Digital Agency Executive: Sure, just WhatsApp the questions and I’ll call you back.

ow, when a noun is used like a verb, you know you’re onto something potent. The ease and convenience of WhatsApp is lost Non no one, least of all brand managers and digital agencies. Even Delhi Traffic Police is using it as a medium to connect with citizens; so far, the department has received over 85,000 complaints, in audio, video and text form, on its helpline number, via WhatsApp alone. What are the most common ways in which WhatsApp is being used as a medium of communication by brands?

COMPETITIVE STREAK any brands have begun using WhatsApp as a ‘contest platform’ – a Mplatform on which consumers can participate in a contest. Most contests require consumers to send their entries, via WhatsApp, most often in image, audio or video format. The platform has become a favourite among both, mainline brands like Sony DADC, as well as media brands like radio channels. Not too long ago Red FM conducted a WhatsApp-only contest called ‘WhatsApp ka Superstar’. Essentially a talent hunt, people were invited to send, via WhatsApp, videos of themselves singing. In just a week, the team received 22,000 entries, from Mumbai alone. It led to the contest being extended to cities like Pune and Bengaluru. More recently, the radio channel used WhatsApp as a medium through which listeners could send in song requests, something they previously did via SMS or phone calls. ‘Ab WhatsApp pe bhi bajao’ is what the team called it. Rajat Uppal, national marketing head, Red FM, says, “WhatsApp is the new SMS. We’ve realised that WhatsApp can be a very strong marketing tool. It is a good one-to-one platform for direct communication with our listeners. Previously we used mailers, Facebook advertising... now there’s WhatsApp advertising; it offers ease of ‘shareability’.” Moreover, Uppal uses WhatsApp (along with YouTube, Facebook and SoundCloud) as a medium to push audio content from his radio channel. While releasing content on WhatsApp - whether in audio or image form - is there a set of thumb rules that apply?

RULE OF THE GAME here is. While the overall tonality of the campaign remains the same Tacross mediums, on WhatsApp, the creative must have a call-to-action, that is, the consumer is expected to do something after receiving the creative.

FTdbT :+$7¶6 FWPcb0__c^bW^f _XRcdaTb^U]Tf _a^SdRcb^]^da 1(;7" bWT[eTb With WhatsApp increasing the number of members in a single group to 100, marketers are using the platform to promote, sell or highlight their products. By Ashwini Gangal SWASTI AGGARWAL Foodhall

18 afaqs! Reporter, May 16-31, 2015 &29(56725<

COMMUNICATION OR SPAM? hile enjoying the advantages of the medium, mainstream brands are Walso being cautious. Mention ‘bulk messaging’ or bring up those unwelcome messages about real estate discounts, and marketers go on the 1TX]VP defensive. With good reason too - the last thing they want is to be accused of spamming smartphone users. bcPacd_fTfTaT So at what point does a WhatsApp message from a brand become spam? The answer lies in who messaged first – the brand or the consumer. [^^ZX]VU^aP]TPbh According to Red FM’s Uppal, WhatsApp can be a very effective tool if \TSXd\fWTaT marketers manage their database properly. He explains, “Say, we create a database of our listeners from Delhi and Mumbai who have shown interest in TeTahQ^ShP[aTPSh one of our recent contests. There’s a fair chance this group of people will be ³WPbXc´ interested in our communication about similar initiatives. It also depends on how sensibly you use WhatsApp – for instance, we won’t send these messages out daily or even weekly. We’ll do so probably once a month” Basically, the content must be targeted at a brand’s existing loyalists and not as a tool to gain new takers. “WhatsApp marketing is very targeted marketing,” he insists, “I wouldn’t go to an ad agency and give them a demographic saying, ‘Create a WhatsApp ad for 20-34 year olds in this city.’ That’s spam. I would BHARAT AHIRWAR rather send the creative to a filtered database of my loyalists, who already like a particular show/RJ. To them, it’s not spam.” GetMyPeon Similarly, when production house Viacom18 Motion Pictures and Mumbai-based marketing agency New Clear Ideas worked on a campaign Secondly, the file shouldn’t be heavy, given India’s connectivity issues. to market the movie Dharam Sankat Mein, WhatsApp came into the media Vishal Chinchankar, digital leader, India, MEC, agrees that WhatsApp is mix only after people showed interest in the film by sharing their cell a viable call-to-action tool. “But to me, WhatsApp is not a ‘medium’ to push numbers in response to promotional messages across other platforms. These brand messaging on. It is just a response mechanism platform. A number push marketing platforms include print, Twitter and Facebook. The team can be strategically promoted to source user-generated content through then created a database of these numbers and started sending movie-related WhatsApp,” he says. He did it recently for brands like Colgate and Ceat. updates to this group of people on WhatsApp. In the case of Colgate, people were invited to send selfies of their smile, via WhatsApp, to a phone number displayed on the toothpaste pack. The carrot: a chance to be styled by brand ambassador Sonam Kapoor’s stylist. In the campaign for Ceat, aimed at promoting the ‘Authentic North-East’ expedition in affiliation with Mahindra Adventures, WhatsApp was the last of four digital platforms to be used, after Facebook, Twitter and Instagram, in that order. Similarly, Times of India’s recent ‘Great Indian Litterbug’ campaign, created by content portal 101India and digital agency MSL Digital, used WhatsApp FWPcb0__XbQTX]V as a supplementary medium. In addition to TV, print, Facebook, Twitter and a branded microsite, users were invited to share pictures and cartoons, dbTSQh\PaZTcTab in line with the theme, on a specific WhatsApp number promoted on other U^a_a^SdRcbcWPc platforms. For some brands, WhatsApp is part of a larger integrated campaign, driven WPeTPb\P[[Ta by ATL. In a recent campaign for EverYuth Facewash, users were required Rdbc^\TaQPbT to watch the TVC and then answer a question on WhatsApp to win prizes. Says Chetan Asher, founder and CEO, Tonic Media, the digital agency that executed this campaign, “WhatsApp served as an interactive, second screen of sorts.” He adds, “As WhatsApp is an ad-free product, it’s a challenge to use it effectively as a part of your marketing strategy. There isn’t a fixed method. WhatsApp is now being used by marketers to promote, sell and offer after-sales services, especially for luxury and premium products that have a comparatively smaller customer base. With time, more brands will join the CHETAN ASHER bandwagon.” Tonic Media

BUSINESS CHAT THE WHATSAPP WAY!

afaqs! Reporter, May 16-31, 2015 19 &29(56725<

RIGHT BAIT etailers, especially the kind that stock items that please the palate, have Rdiscovered the option of using WhatsApp to send attractive images of products to potential customers. Swasti Aggarwal, regional head, Delhi NCR, Foodhall, a premium food retailer from Future Retail, admits that WhatsApp has helped bring her customer closer to her brand. She sees the medium as FWPcb0__XbP a “personalised, customised ‘call back’ service that works well with regular customers,” not as a “promotional, commercial platform.” V^^S^]Tc^^]T Shopping for items like ripe avocados or blue cheese is a sensory experience; an image of the product sent to the customer works as a great _[PcU^a\U^aSXaTRc way to lure them to the store. “We use WhatsApp to show pictures of R^\\d]XRPcX^] new products on our shelf. Some customers want to see an image of a hamper before coming in,” she says. At any given point in time, around fXcW^da[XbcT]Tab 500 customers are in direct touch with the staff; of which 100-200 are in touch via WhatsApp. Aggarwal is quick to add, “But our staff would never WhatsApp someone to push a product.” Only customers who’re already registered with Foodhall’s Payback system (for which they’ve willingly shared their contact details), or who’ve shown interest in a specific event (say, one in which a chef will come over to the store to teach people Sushi recipes) get promotional information RAJAT UPPAL through e-mailers or WhatsApp. Red FM WHATSAPP VS MOBILE APP or small to medium-sized businesses, WhatsApp WHAT NOW? Fworks as an inexpensive alternative to creating and hen it comes to crystal ball gazing, digital promoting an actual mobile app. Sample this example: WhatsApp Wmarketing professionals are divided in their views. GetMyPeon, a Mumbai-based errand-running service, Interestingly, not everyone sees WhatsApp as a viable uses WhatsApp as a booking platform. Instead of going can be used to communication tool for brands in the days ahead. through the motions of creating an app through which Siddhartha Vinchurkar, managing director, Mirum, people can ‘book a peon’, the team simply takes the same target a brand’s a digital firm from the WPP stable, says, “We have orders through WhatsApp. never recommended this medium to any brand. Brand Bharat Ahirwar, founder and CEO, GetMyPeon, says, existing base of messages on WhatsApp do not connect with people. I “Being a start-up, we do not have the funds to launch don’t see WhatsApp as the future of advertising or brand an app immediately. Today, if I create an app, people loyalists, and associations.” will have to download it and then place a request. But Either way, the big question is: Will WhatsApp ever WhatsApp is practically on every phone. And it is free.” not as a tool evolve into a medium that people can transact on? His clientele comprises busy professionals like Can m-commerce give way to w-commerce? Foodhall’s fashion designers, chefs and sales executives. It’s easier to gain new Aggarwal hopes so: “With the right back-end technology for them to book his services through a WhatsApp and a secure payment gateway to support transactions, it message than through an email, where poor connectivity takers. will be groundbreaking.” often slows things down. “Our clients want to book a Resh Wallaja, CEO and founder, Kachyng, a US-based task in a fraction of a second. WhatsApp is quicker than payment technology company, goes a step further. The an email,” explains Ahirwar, adding, “Besides, the chat history is stored idea that WhatsApp can be a cog in the online purchase cycle is “not right there. A client can message us saying, ‘Hey I had booked a task two science fiction,” he insists. According to him, WhatsApp can evolve from a days ago. I want to repeat the task today.’ So we can just scroll up and communication platform to a trade platform. Kachyng is working towards check the details.” Ahirwar’s team executes about 100 tasks a day, of which making online payments more convenient for merchants and consumers. about 30 are booked on WhatsApp. His staff responds to every incoming It is looking to harness the “ubiquity of mobile phones” and enable people ping within 20 minutes. to make a purchase with a single click, from any channel, be it Twitter, Facebook, YouTube, WhatsApp, email or SMS. The possibilities are endless. Sudhir Nair, former senior VP and head, digital, Grey, says, “Today, when brands create content, they think, ‘is it ‘mobile’ enough?’ They evaluate the potential of the content to ‘viral itself out’ through social platforms, led primarily by WhatsApp.”

WHAT IF? FTWPeT]TeTa ow that a single group on WhatsApp can have up to 100 members, Nwhat if a brand creates smaller subsets of its TG and tries to ‘own’ aTR^\\T]STScWXb communities on WhatsApp? What if a brand manages to get a bunch of its loyalists to join a ‘branded WhatsApp’ group and sends out updates about \TSXd\c^QaP]Sb its products/events to this mobile community? Brands could also use these bX]RTcWT\TbbPVTb groups as virtual research laboratories and glean consumer insights from these finely defined communities. Can a brand Geo-target a loyalist travelling S^]^cR^]]TRcfXcW by road from Colaba to Bandra and alert her with a WhatsApp ping just as _T^_[T she’s riding past its new billboard? And, more importantly, would consumers appreciate receiving such contextual messages from brands on their mobile devices? Nair would. He likens this to subscribing to a YouTube channel: “For brands, this would be a personalised way of interacting with finely targeted consumers. It would be a fantastic mobile-first approach to CRM.” Ultimately, it all depends on what Facebook decides to do with this livewire SIDDHARTHA VINCHURKAR of a product. This will also have a lot to do with the fate of WhatsApp’s cousin, Facebook messenger. But that’s another story for another day. „ Mirum [email protected]

20 afaqs! Reporter, May 16-31, 2015

',*,7$/ CP PLUS Private Eye in the Sky The new campaign by CP Plus hopes to create a buzz in the market for surveillance cameras and establish itself as the clear leader. By Saumya Tewari

urveillance and security are often associated with high-risk establishments like a “There is a big Sgovernment or corporate office, hospital or vacuum in a hotel. Breaking this myth is the new brand the consumer’s campaign, focussed on the B2C segment, from electronic security equipment company CP Plus. mind when it Executed by Dentsu Marcom, the 360-degree comes to security campaign comprises three TVCs, each depicting a situation where a high-definition security solutions.” camera from the brand acts as a deterrent, foiling YOGESH DUTTA untoward situations. In one, a boy is seen teasing a young girl in a market when the shopkeeper warns him of the CCTV camera which can land market and chances are high that local players him in trouble. In the second one, a domestic dupe consumers in terms of pricing and quality help is polishing off ‘kheer’ instead of feeding of products,” he asserts, adding, “through this the baby she’s looking after, before she is made campaign, we aim to give the consumer that aware of the installed camera, and in the last ad ‘conviction’ that they are going for the right a bunch of bullies in a college are in the midst product.” The company is targetting two kinds of ragging juniors when they spot the CP Plus of consumers. Their primary TG is in the age camera and flee. The ads end with the message bracket of 30-50, and are decision makers in ‘upar wala sab dekh raha hai’ and that cameras their profession. The second TG would be the from CP Plus start at `1,999. ‘influencers’ - people who are directly or indirectly The objective of the campaign is simple - influencing the decision of the primary TG. They everybody needs security solutions. “There are so could be family members, spouse, colleagues or many vernacular insights integral to our culture - , friends. The size of the surveillance market in ‘upar wala sab dekh raha hai’ is one such insight. India is pegged at around Rs. 2, 500 crore. So apt for CCTV cameras,” notes Vishal Mittal, CP Plus has been operational in India for the last senior creative director, Dentsu Marcom. “The seven years and has 45 offices. It operates through campaign aims to break the myth that security 6,500 partners in the retail space. It is also planning solutions are expensive - a major deterrent for to have an online footprint via e-com players like players like us looking to expand in home and B2C Flipkart and Snapdeal. CP Plus claims to be a segments,” says Yogesh B Dutta, COO, Aditya market leader in the space and provides solutions Infotech (parent company of CP Plus). to banks, Google and Facebook’s corporate offices, Security has become top-of-mind recall for and education institutions. Metros continue to be everybody, especially with increasing number of CP Plus’ focus market in terms of numbers, but nuclear families with working individuals who upcoming infrastructure projects in Chattisgarh, often have to hire help for dependents. “There Odisha, Telangana and the North East are also is a big vacuum in the consumer’s mind when it making them fast growing markets. „ comes to security solutions. This is an unorganised [email protected]

SOCIAL SAMOSA Starting Afresh The platform’s co-founder Ankita Gaba industry. On that note, I would like has launched another startup called to introduce you to my next startup, GetEvangelized. News Bureau GetEvangelized.com.” GetEvangelized aims to help ocial Samosa, a social media platform optimization, social media thought leaders, influencers and news portal, has been acquired strategy, reputation and crisis “I am hoping micro celebrities on social media Sby a set of private investors. management, influencer campaigns, to continue adding discover digital endorsement Launched in 2012 by Ankita Gaba social media and citizenry. opportunities from relevant brands and Aditya Gupta, the platform The Mumbai-based company, value to the digital and agencies. It will also enable the claims to be a one-stop-shop for say sources, has been sold for Rs. industry.” latter to identify and engage relevant all social media information in the 2-3 crore. Speaking about her future ANKITA GABA influencers in their campaigns and Indian context. It covers campaign plans, Gaba says, “I am hoping to measure the impact. „ and tech reviews, Big Data insights, continue adding value to the digital [email protected]

22 afaqs! Reporter, May 16-31, 2015 32,1762)9,(: Should Brands Bid Adieu To Salman Khan? After his conviction in the hit-and-run case and the bad press it has generated, what happens to Salman Khan’s brand endorsements? By Prachi Srivastava and Saumya Tewari 6$0,76,1+$ 6+8%+26(1*837$ 5$0$18-$065,'+$5 0$1,6+325:$/ -$*'((3.$3225 Founder, Independent Brand CEO, MD, Alchemist Marketing & CMD, Alchemist Brand Consulting Consultant Brand-Comm Talent Solutions Samsika Marketing Consultants SUSHIL KUMAR FOTOCORP FOTOCORP CELEBRITY WITH HIGH- SALMAN KHAN TODAY, THE SALMAN KHAN HAS ENDORSEMENT IS RISK STARS LIKE DOES NOT HAVE BRANDS THAT MASS APPEAL AND A HUGE RISK FOR SALMAN KHAN, UNIVERSAL SALMAN KHAN A FAN FOLLOWING BRANDS AS THEIR BRANDS DO HAVE APPEAL. THERE ENDORSES MUST THAT HAS BEEN FORTUNES CAN PLAN B ALWAYS ARE AUDIENCES, BE ALMOST AS BUILT OVER THE FLUCTUATE WITH IN PLACE. NOW PROBABLY FROM ANXIOUS AS HE YEARS. I DO NOT THAT OF THE BRANDS HAVE SEC C, D AND E HIMSELF IS. THINK THAT THIS celebrity. Brands can legal contracts in place to whom his films Most brands that fall in judgment will impact sometimes hedge help them wade through directly cater to. The Salman’s portfolio are the his popularity, and their bets by not being any controversy or issue. In brands associated with dare-devil or massy ones. thereby, the brand dependent on one India, where Bollywood and him are fully aware Ones which, unlike in the endorsements celebrity, like Lux. cricket are a religion, stars of the controversies case of Tiger Woods, can negatively. There is Typically, if there is a from these fraternities have actually push the envelope surrounding him, only a Plan A for the big scandal associated mass appeal and people and use the situation. which, at times, also brands being endorsed with a celebrity then the tend to forgive them. Simplistically seen, they best thing to do is to Not many of Khan’s fans give the brand enough should stand with him and by a popular actor; that drop the association and or followers, who consume visibility. I don’t see a use this occasion cheekily is to stick with him. pull out the ad. the products he endorses, Lux Cozi pulling out to get attention and garner This development will Having said that, I care much about what he from the deal but an positive emotions towards only increase his brand would suggest the brands has done 10 years back. international brand like Salman. Having said that, equity and also bring the being endorsed by Khan This will be discussed on Suzuki might consider on grounds of reality - this brands associated with wait and watch for public social media for three days revisiting its decision to is an extremely difficult and him in the limelight. opinion. If they dump and will fade away. India is continue with Khan. ‘risky’ strategy to execute. Although controversial, him, the decision may a very insensitive country, Over a period of It can wipe off a brand’s we also cannot deny backfire. Sometimes, you where incidents like ‘black time, there will be fortune in a day. that Khan has helped The most likely scenario may be a legal offender, buck’ and ‘hit-and-run case’ positive stories about his some of the brands to but people may see you keep happening and people for these brands is to stay philanthropy and his own quiet and not use him or grow in the market as a hero. It can also gen- tend to forget them. I might brand, Being Human. release a campaign till the tremendously. Brands erate sympathy. Salman sound cynical, but because But, if he doesn’t do dust somewhat settles. The have to take a long-term has only been convicted of this conviction the brands second step then would be now; the perpetration of Khan endorses will be many film projects to quietly replace him or go view of the situation and the act happened long talked about more. then advertisers might with a non-celeb campaign. tide through this. back. consider replacing him.

afaqs! Reporter, May 16-31, 2015 23 0(',$ ZEE CAFÉ Spoilt for Choice The English GEC is launching a slew of shows and new seasons of existing shows in Monday to Friday at 11 pm. May. News Bureau The final season of ‘The Mentalist’. is being aired from from Monday to Friday at 10 pm since May 14. ee Café, the English general In season 7, Patrick Jane and Teresa entertainment channel from Lisbon set off for a mission in Beirut ZZEEL, has announced the where they must work with a familiar launch of a new programming line- adversary, femme fatale Erica Flynn. up for May. It will air shows in the The final season has them continuing genres of mystery, science fiction, their work for the FBI. reality and sitcoms. ‘Perception’ (final five episodes) and The channel has just launched ‘Ground Floor’ Season 2 will go on air the sixth season of ‘Vampire Diaries’ from May 24 on Sundays at 2 & 10 (Sundays; 2 pm and 10 pm along pm and 3 & 9.30 pm, respectively. with US), ‘Secrets and Lies’ Season In ‘Perception’, Dr. Daniel Pierce and 1 (Saturdays; 2 pm and 10 pm), Agent Kate Moretti continue to solve ‘Resurrection’ Season 1 and 2 (Monday crimes, as Moretti prepares for her to Friday at 11 pm), ‘Big Bang Theory’ wedding with Donnie, and Pierce Season 1- 8 (season 8 from Monday struggles with issues related to his to Friday along with US; Sundays 3 health. pm and 9.30 pm), ‘Two and A Half As for ‘Ground Floor’, money Men’ Season 1 (Monday to Friday at manager Brody is on his way up the 8.30 pm) and ‘American Idol’ Season corporate ladder, step by step, with 14 (Saturday and Sunday at 8 pm). the help of his boss, Remington ‘Secrets and Lies’ Season 1 is based Trust CEO, Remington Stewart on the Australian series of the same American who wakes up in a rural season 7 of ‘Desperate Housewives’. Mansfield, who considers Brody the name and follows Ben Crawford, a Chinese province, with no idea how The show will air Monday to son he never had. family man who discovers the body he got there. When Jacob recalls Friday at 9 pm. It will feature a new For the record, Zee Café was of a young boy and quickly becomes that he is from Arcadia, Mo, an housewife, Vanessa Williams who launched by the ZEE group in the prime suspect in his death. Ben immigration agent, takes him home plays Renée Perry, in season 7, and March, 2000. As on May 12, the then goes in search of the real killer to an elderly couple - who lost their mark the return of an old neighbour channel has around 1.3 million fans in order to clear his name. son Jacob when he drowned more to Wisteria Lane. on Facebook and approximately 99.5 ‘Resurrection’ Season 1 and 2 is than 30 years ago. ‘The Fosters’ Season 2 premiered k followers on Twitter. „ about Jacob, an eight-year-old Besides, the channel has launched on May 12 and is being aired from [email protected]

NICKELODEON numerous McDonald’s outlets. Nick will also partner with Pantaloons for the Junior Fashion Week. Motu Summer Ready Patlu will walk the ramp with kids as the ‘Hero Hunt’ will be promoted at Nickelodeon, the kids network from Viacom18, the events. A microsite on nickindia. com will host a wide range (15 to 16) plans new shows and campaigns to drive of engaging initiatives. viewership this summer. News Bureau Motu-Patlu’s sixth television movie, ‘Motu Patlu Kungfu King ickelodeon, the kids The campaign is being promoted Returns’ will be released in June. network from Viacom18, is across channels, print, ambient, The channel will also launch new Nall set to make hay as its core digital and a whole host of experiential episodes of the show this season. TG enjoys summer vacation. Nick, touch points. This will be preceded by the launch Sonic and Nick Jr. are gearing up to ‘Motu Patlu Hero Hunt’ will have of the latest SpongeBob adventure: entertain kids with their offerings. fun activities for kids in malls in ‘The SpongeBob Movie - Sponge Out For its flagship show ‘Motu Patlu’, Mumbai and Delhi where they will “The viewership of kids of Water’. the channel is launching a campaign get an opportunity to interact with genre grows by 15 per Nina Elavia Jaipuria, EVP and called ‘Motu Patlu Hero Hunt’. the animated characters on a live business head - Kids Cluster, Through this initiative, viewers of screen at malls using augmented cent during summer.” Viacom18, says, “Nickelodeon has the channel have the opportunity reality. NINA JAIPURIA always represented kids and their to get ‘animated’ and be seen on the The campaign will also be seen show. across 26 outlets of Pantaloons and FRQWLQXHGRQSDJH>>

24 afaqs! Reporter, May 16-31, 2015 352),/( PRASANTH KUMAR I CEO SOUTH ASIA I MINDSHARE

my bosses and clients gave me the opportunity.” After five years at TME, he moved to McCann Erickson The but worked there only for three months. At McCann, he worked with VP, Srinivas Prabhu who he is thankful to for laying the principles Go-to and approach towards brands. In 2004, CVL Srinivas called Kumar and offered him to shift to Maxus, Bangalore to head buying Guy for Britannia at Maxus. “It has been fantastic. Srini has the knack of challenging you to do newer things. I had joined as head of buying for Britannia. I eventually started looking after all the clients at Maxus Bangalore.” In 2006, he became the regional head, South, for Maxus. In 2005, he became the first Indian to win the best media planner award given by the Hong Kong- based Media Magazine. “When we came back, Srini and Lakshmi

FOTOCORP (Narasimhan; now chief growth officer for South Asia, GroupM) Kerala boy, Prasanth Kumar to know the market and then decided to move on and Vikram calls himself a “KV product”, coming back and working with the I’m shy, but I’m (Sakhuja; now equity partner, A referring to Kendriya marketing team. It gave me a lot Group CEO, Madison) came into Vidyalaya, the school he passed out of exposure. My job at Hindu was a friend to my my life. I spent a good 7-8 years from. Fondly known as ‘PK’, Kumar to work with agencies and clients. with him and he is a great guy to graduated from Government That ambition to work for brands employees and work with”. Victoria college in Pallakad. Tennis was always there,” Kumar shares. Working with these people, and advertising were his twin loves. During his time at The Hindu, colleagues. for Kumar, has been like going He started playing tennis early on he got acquainted with Divya Gupta to different ‘gurukuls’ where one in childhood and considered the from TME (The Media Edge) and creating innovations, getting into learns different skills and how sport as one of his career options. moved to the agency as a media greater efficiences for clients, new to use different weapons/ astras. “But even before I entered college, planner. Eventually, he also got to practices and working with media Kumar feels he has always learned I wanted to be in advertising. My handle media buying, working on owners.” a sport by observing more and by brother, who was working with brands like Rediff.com, Paramount The huge challenge for TME only trusting the coach because a Grey, was an inspiration,” he recalls. Pictures and Colgate. then, Kumar adds, was that they coach can see something that you After completing his MBA “We won the Tata media account were not very big. He worked across cannot. He signs off saying that from Madras University in 1999, and worked for them for over four categories like FMCG, tea, watches people who have worked with him Kumar joined PepsiCo in Chennai years. After that we won the Parle and biscuits. What he learned from will agree that when “they have a as a trainee for 6-7 months before Products account, and more new Gupta (then president, South Asia, problem, or have something to say, joining The Hindu in sales and businesses. It was then when I TME) was to be systematic, getting they can come to me. I’m a bit shy marketing. “At PepsiCo, we went decided to go South. The learning into the details and delivering the and may be I don’t smile that much, around the market, thinking on at TME was through the exposure best for the client. “She also used to but I am a friend to my employees our feet, understanding challenges, I got on working with new brands, give us the space to work. I believe and colleagues.” „ interacting with retailers, trying understanding different platforms, that if I am here it’s only because [email protected]

TRAI follow the ad cap directive during the In the pay channels (non-news) peak hours (7-10 pm slot), between category, the channels that are February 30 and March 1, 2015. defying the ad cap ruling include Defying TRAI As per information available with channels from 9X Media, Star India, TRAI, the remaining news channels Multi Screen Media, Discovery These channels failed to follow TRAI’s directive and pay non-news channels are Communications, Sun TV Network, carrying advertisements (commercial The Walt Disney Company (India), during the 7-10 pm slot. News Bureau and self promotional) of less than 12 ZEEL and Viacom18. minutes average duration per hour, The channels from these networks he Telecom Regulatory during these peak hours. include Sun TV, Sab TV, Sony TV, Authority of India (TRAI) 140 channels have Some of the big names in the Star Plus, Life Ok, Star Pravah, Thas disclosed names of 140 not complied with news genre include India TV, ABP Fox Star, Suvarna, Big Magic, 9X TV channels that are not complying News, CNN-IBN, Aaj Tak, CNBC Jalwa, Zee TV, Discovery Channel, with its 10+2 ad cap regulation. TRAI’s 10+2 ad TV-18, NDTV 24X7, Headlines MTV, Colors Hungama, Disney, As per TRAI, 39 news channels Today, ETV Gujarati and Times &Pictures. „ and 101 non-news channels did not cap regulation. Now. [email protected]

afaqs! Reporter, May 16-31, 2015 25 ,17(59,(: SIDDHARTH BINDRA> MD, BIBA “We’re still wondering if TV is the right medium for a fashion brand”

The `500-crore crucial are Tier II and III for your ready-mades? company is ready FOTOCORP cities for Biba? Before 2000, ethnic wear The tier II and III cities was entirely an unstitched to talk to younger are large markets for Biba. market; although the consumers. We operate in 65 cities in segment hasn’t grown much, India and hoping to take it continues to exist. We want By Saumya Tewari this number to 100. The Biba to be one-stop-shop for iba is a home- consumer in small cities is the entire ethnic product grown ethnic wear price and product sensitive, range and, hence, unstitched brand started by but with a huge aspiration continues to be a part of our Meena Bindra for a brand. range. Surprisingly, for us, Bfrom her house in Mumbai, Mumbai is a big market. with `8,000, in 1988. Today, Are you working on an the brand has a pan-India economy range then? How crucial are presence offering products We have segmented this e-commerce sites in your in all three categories of SKD market into luxury, premium overall business? (Salwar Kameez Dupatta), and value fashion. Within the E-com accounts for 7-10 per M&M (Mix & Match) and luxury segment (designer cent of our overall business. Unstitched Fabric. It also has wear), the company has It will go up to 15 per cent in Biba Girls, a dedicated range forged joint ventures and the next two to three years. for kids from 2-12 years. invested in brand labels of The company closed designers like Anju Modi and Biba faces fierce this financial year with `500 Manish Arora. The premium competition from not crore. We spoke to Siddharth segment is well served by just Fab India and W, but Bindra, managing director brand Biba and the value also traditional ethnic (Meena’s son), about the segment is being addressed wear brands across brand’s journey. by our newly launched brand cities. How do you tackle Rangriti, launched last year. competition? Though you have I believe our strength is our revamped the logo, How good is the reach of product, brand and customer you have avoided a brand Rangriti? loyalty. On a personal level, complete overhaul...Is it We are in 400 stores, selling I’m surprised everyday intentional? with the depth of market, People related to the old Biba’s target group is Fashion, not comfort, is the top consumer reaction, products identity of Biba, hence it between 20 and 40 years. and change in fashion. Retail is not vastly different. We How has it changed over priority for women, especially is a nitty-gritty business. retained the colour red in the the years? Every store is a separate logo as it represents ‘festivity There has been a shift in when they are buying ethnic wear business in itself. and ethnicity’ - something our TG. Ten years back, and feedback comes from the brand and clothing line brand Biba was more our customers. We also through shops, Reliance For many brands, a brand essentially represents. inclined towards catering to follow traditional research Trend and Hypercity outlets, revamp exercise is usually women in the 32-45 years projections like The Colour as well as e-com platforms accompanied with a celeb With more women age group, because the and Fashion Forecasts. But like Jabong and Myntra. endorser. How come we choosing comfort over visibility of the brand was when it comes to fashion, didn’t hear that from you? tradition, how has your less and the product range one has to also take intuitive Rohit Bal has been Biba as a brand has strong brand incorporated suited this bracket. Biba was calls. I think it’s the mix of all associated with Biba. consumer connect. It changes in design? manufacturing only salwar three that works for us. Does having a glamorous does not require celebrity Fashion, not comfort, is kameez then. Today, our name associated with the endorsement. But we the top priority for women, product has evolved. We Has consumer preference brand help fulfil a specific are looking at a brand especially when they are have a wide range - mix and changed? need? ambassador for our newly buying ethnic wear. Attend match, Indo-fusion, salwar I think long kurtas are back We decided to tie up with launched Rangriti. a wedding in Delhi in kameez (asymmetrical, A in fashion. Gheras were the ace designer to come winter and you will notice Line cuts). in, but now the kurtas are out with an ‘occasion wear’ We noticed you haven’t people not wearing the straighter and longer. This line three years back. The taken to TV advertising... most comfortable clothes. What kind of research summer, pastels are in, in a collection has received a We are flirting with the idea. For a woman, the outfit she goes into deciding the big way. good response from Mumbai But we are still wondering chooses should make her feel designs and cuts? and Delhi markets. if TV is the right medium good about herself. Having We sell through 180 EBOs Marketers are enthusiastic Biba also sells unstitched for fashion. Print and OOH said that, fundamentally, (exclusive brand outlets) about unmetros, as these cloth. Is the kind of taker show a fashion brand much the salwar kameez is a and 200 retail points, and cities are driving growth for this product totally better than TV. „ comfortable outfit.. I believe the best research for many brands. How different from the taker [email protected]

26 afaqs! Reporter, May 16-31, 2015 ',*,7$/ MYNTRA & HRX Summer Ready << FRQWLQXHGIURPSDJH aspirations. This summer, we have once again set out to realise their dreams through engaging Fuelling Aspirations campaigns like animating a kid in a ‘Motu Patlu’ episode and Sonic’s ‘Selfie’ campaign, thus Myntra, along with creating new benchmarks of innovation and HRX, has launched redefining engagement in the kids genre.” Jaipuria shares that the viewership of kids a crowdfunding genre grows by 15 per cent during summer. initiative to help Advertiers such as Vadilal, Mother Dairy, Rasna, Roohafza, Tang, Horlicks, Glucon-D and support four specific water parks in South India, have come differently-abled on board as key sponsors on Nick. Nickelodeon (franchise), according to athletes. Jaipuria, grew its ad revenue share by 33 per By Saumya Tewari cent last year. Sonic, the action and adventure channel, has t’s no revelation that not launched ‘Selfie Kheecho Prizes Jeeto’ campaign all sports in India enjoy in which kids will get a chance to click selfies Ithe same pedestal as cricket. with a freeze frame of their favourite toons Some function without even the from ‘Pakdam Pakdai’ starting mid-May and win basic infrastructure. A bunch of gadgets. differently-abled athletes have to rely on crowdfunding to support their training to qualify for Paralympics 2016, to be held in Rio de Janeiro.The Paralympic Committee of India (PCI) has recently received a double blow with the International Paralympic Committee (IPC) handing it a suspension for an internal squabble, and the entertainment management company. The brand, Union Sports Ministry issuing a show cause debuted online in 2013, is pitched as a casual notice over the alleged ‘poor conduct’ of the wear brand focussed on fashion and fitness. 15th National para-athletics championship in Exceed Entertainment retails the brand through Ghaziabad in March. on-ground stores across the country. Realising the state of affairs, actor Hrithik Roshan, who owns a lifestyle brand HRX, in CAUSE AND EFFECT association with e-commerce platform Myntra, hile experts from the industry appreciate decided to raise ` 2 million through crowdfunding Wthe effort by the brand, they notice that platform Keeto for four athletes. the initiative was not well promoted and lacked A sale was also conducted on Myntra.com on effective execution. April 29, in which every penny spent on HRX line For Saurabh Uboweja, brand strategist and of products was contributed towards the cause. CEO, Brands of Desire, this campaign was a The brand has rolled out a ‘micro marketing initiative’ for campaign urging consumers to Myntra, focussed on HRX. support the cause. Titled ‘Mission “Flash sales need strong Paralympics 2016’, the video is marketing support to trigger a real a part of the brand’s campaign frenzy. There was just one mention ‘Defeat Defeat’ and features four on April 27th and not a single athletes Sharath Gayakwad (Para- mention on Myntra’s Facebook swimming), Niranjan Mukundan page on the date of the event,” he (Para-swimming), Sakina Khatun points out adding that it’s too naive (Power lifting) and Rajender for HRX to focus on CSR to build Rahelu (Power lifting). its brand equity. The campaign will be promoted on TV, All funds raised will go to the Meanwhile, Pratik Gupta, print and radio. It will also have a van activation GoSports Foundation, a not-for- co-founder and director - reaching out to over 15 smaller towns across profit venture working towards new business and innovation, Maharashtra, UP and MP. Sonic will be the development of junior athletes FoxyMoron, lists the essentials for targetting malls where kids will also be able to across Olympic and Paralympic a good CSR campaign. engage with Doggy Don from ‘Pakdam Pakdai’. disciplines, since 2008. Each para- “Find a cause that your brand It will connect with kids across multiple retail athlete’s annual expense comes should stand for, the extension touch points, such as Funcity, across 12 cities to approximately `5,00,000 each, of the brand messaging should and numerous Mcdonald’s outlets all over India. and this campaign intends to seamlessly lead into the cause, the Sonic has also launched two new shows - raise crucial support for the four cause should be the winner, but ‘Hubert Takako’ and ‘Mini Ninjas’. mentioned above. the brand should subtly be a part Teen Nick, meanwhile, has plans of airing The HRX brand was of it; actually do good and activate ‘Marvin Marvin’ and ‘Nicky Ricky Dicky Dawn’. conceptualised by Hrithik Roshan people (go beyond buying/sharing/ Nick is the leading kids entertainment

and Afsar Zaidi, founder of Exceed FOTOCORP liking),” he explains. „ channel as per BARC data. „ Entertainment, a multi-platform Uboweja & Gupta: Sceptical [email protected] [email protected]

afaqs! Reporter, May 16-31, 2015 27 ,17(59,(: SAUJANYA SHRIVASTAVA> CHIEF MARKETING OFFICER, MAKEMYTRIP.COM

Are you targeting a specific demographic “We’re talking to people who through this campaign? We’re hoping to create a huge shift from offline to online transact on e-commerce but aren’t on travel booking. We want to broaden our consumer base. We’re talking to people focused on leisure travel. online travel sites yet” The TG comprises 25 to 40 year olds, from SEC AB, MakemyTrip’s CMO talks about roaming and living in metros and urban centres (population upwards the emotional connect. By Ashwini Gangal of five lakh). We’re targeting the new age traveller who nline travel agent wandering hearts.... is seeking choice through MakeMyTrip multiplicity of options. recently On a serious note, how did launched a new you zero in on it? What Doesn’t a large part of Otagline, ‘Dil Toh Roaming insight did you draw on? this segment already book Hai’. On the occasion, The starting point was - the airline tickets online? we spoke to Saujanya positioning must reflect the Currently, around 50-60 Shrivastava, chief marketing changing cultural code. The million people in India officer of MakeMyTrip. objective is to strengthen transact on e-commerce but com, who came on board the brand’s connect among only 15 million or so transact earlier this year. Previously, existing travellers and to on online travel sites. So he worked as CMO at Bharti recruit new customers into there’s a potential base of 35 Axa Life Insurance. the online travel category. million, comprising people For MakeMyTrip, The onus of growing the who are on e-commerce, Shrivastava has found an online travel category is on but have not yet tried online addressable TG in two us. travel booking. So that’s one distinct sets of people - those The insight that led to set of customers we want to who transact on e-commerce this new positioning and talk to straight away. sites but are yet to do so tagline is - travel is really Then there’s the larger set on online travel sites like no longer an ‘annual event’. that has still not come onto his, and those who travel Today, leisure travel is a the e-commerce bandwagon, a lot, but still book their part of ‘lifestyle discourse’. but they do undertake travel. tickets offline. The brand’s When people talk to family They book tickets over the ad spends for this year are and friends, there’s a strong phone or through their upwards of `80 crore. cultural need to come across own small network of travel Recently, MakeMyTrip as more interesting and agents. They have not yet launched a digital campaign well-travelled. So travel transacted online. We’re also to promote its new talking to that set. ‘Uncancel’ feature, that between brands. We want to enables one to re-book The biggest opportunity in the make a very distinctive space You’ve spent over five a cancelled trip, at a later online travel segment is that we’ve for ourselves. years marketing Bharti date, without incurring any Category communication Axa Life Insurance. What additional cost. The feature just scratched the surface so far. is focused on deals, offers... was the biggest challenge became an unqualified hit. while these functional aspects then and what is it now? “Uncancel has become has become a ‘via media’ to Society is breaking out are important, we’re now The life insurance industry a trigger for people to opt increase one’s ‘interesting of the ‘socialist syndrome’; talking about the emotional has many regulatory for MakeMyTrip. It’s like quotient’, if you will. indulgence is no longer seen pay off. pressures. So being able a quasi-insurance against Just like people have as a bad thing. Experience is to really innovate on the possible cancellation,” says financial or career ambitions, the new currency, the new Doesn’t it worry you that a product front used to be a Shrivastava. they also have travel parameter of success... you’re move away from a tagline big challenge. Most products The total ticket money ambitions. Our new brand remembered more for the like ‘Hotels Unlimited’ in the insurance segment that has been saved since the positioning is reflective stories you’ve lived than the might affect the way your are standardised... it’s a Uncancel feature was first of this growing travel badges you wear. site is regarded as far as commoditised segment. It is launched (nearly two months ambition. We are seeking hotel bookings go? easier to come up with service ago) is `25 lakh. Excerpts. to partner the emergent From ‘Memories Not at all. and value propositions in the customer in this space and Unlimited’ to ‘Hotels In fact, hotels and travel sector. Your new tagline ‘Dil are looking at owning the Unlimited’ to ‘Dil Toh packages will continue to be The biggest challenge Toh Roaming Hai’ sounds entire consumer travel cycle. Roaming Hai’, your our growth engine and focus - opportunity, rather - in like something a telecom We want to move from stance has moved from area. You’ll see that coming the online travel segment company would have being a ‘travel provider’ to emotional to functional, through in the next set of is that we’ve just scratched gone for... a travel partner’... almost a and now back to communication. the surface so far. At just 15 (laughs) I wouldn’t see co-conspirator of sorts, who emotional... As our campaign rolls out, million in a country of 1.2 it like that. We want to inspires people to go ahead The Indian online travel you’ll see a confluence of billion, this is just the tip of weave a larger emotional and travel. We’ve come into category is evolving and there the functional and emotional the iceberg. „ fabric around people’s very fertile territory. are slivers of differentiation aspects. [email protected]

28 afaqs! Reporter, May 16-31, 2015 -2%6:,7&+

Post: Visualizer / Sr. Visualizer Email: vishal@infiniumindia.com Visualizer Company: Whats In a Name Company: Vermillion ...... Company: Studio Link Pvt. Ltd. Creatives Pvt. Ltd. Communication Pvt. Ltd Post: Client Servicing Executive Profile: To create and design Profile: A creative person with a Profile: Must be from advertising, Company: Elixir Designs imaginative layouts for posters, great imagination. Good command Must have Software knowledge Profile: Should be well informed brochures. Must have advanced over the English language. Exp: 2 to 6 yrs. on what’s happening in the world knowledge of Adobe Photoshop, Understanding of brands and client Location: Delhi of advertising and corporate InDesign and Adobe Illustrator. Also briefs. Attention to detail. Excellent Email: [email protected] communications. Must be proactive should be well versed with printing Communication&Interpersonal ...... to meet the clients communication and output of files skills. Prepared to work late hours as Post: Visualizer needs, has to be a good Exp: 3 to 5 yrs. per need. Good emotional balance. Company: Prem Associates communicator and should be able to Location: Mumbai Excellent team player. Advertising and Marketing handle corporate client presentations. Email: [email protected] Exp: 1 to 3 yrs. Profile: To design advertising Imperative to know the agency ...... Location: Hyderabad communication using the Adobe operations. Post: Art Director Email: [email protected] suite, Corel Draw, etc. Exp: 2 to 4 yrs. Company: OpusCDM ...... Exp: 2 to 5 yrs Location: Mumbai Profile: Creative thinker, keen Post: Sr. Copywriter Location: Mumbai Email: [email protected] to pursue unusual, result- Company: Nuts N Bolts Email: [email protected] ...... oriented work, able to design Communications ...... Post: Copy Head and execute as well. Will lead the Profile: Creativity and ability to Post: Account Executive/ Sr. Company: IDEASATUNO team effort in creative work and produce innovative and original Account Executive Healthcare Communication brand development through art. ideas. Excellent command Grammar Company: ABM communications Profile: Responsible for making Developing mufti-media advertising & Punctuation. Experience in Pvt. Ltd. excellent brand communication for campaigns and other brand writing creative content. Ability Profile: We are looking for team all our client. Ability to understand communication material. Keen to to work under pressure and meet members who are happy, excitable briefs for healthcare brands and come work on all forms of advertising deadlines. and enthusiastic individuals, with out with inspired brand campaigns. communication including online Exp: 3 to 5 yrs. a thirst for knowledge, innovations Exp: 2 to 3 yrs. and film. Location: New Delhi and understand communication. . Location: Mumbai Exp: 6 to 8 yrs. Email: [email protected] Exp: 1 to 3 yrs. Email: [email protected] or Location: Bengaluru ...... Location: Gurgaon [email protected] Email: [email protected] Email: [email protected] ...... Post: Copywriter Post: PR Manager Post: Asst. Manager - Media Company: Marching Ants Adv. Pvt Company: SDF HHRC Planning & Buying Ltd. Profile: Respond to requests for Company: Orienta Cine Advertising Profile: Good command over the information from the media Pvt Ltd English language Ideas man able to or designate an appropriate Profile: Mall & Multiplex meeting dabble in ATL & BTL advertising spokesperson or information source. (9(1*22'&$1! Taking Brief of activity from Crack brand positioning & campaign Writes press releases or other media Marketing team or clientMaking ideas that can be taken across media. communications to promote clients. *(7%(77(5 plans as per market with the best Exp: 3 to 5 yrs. Establish or maintain cooperative possible sitesArrangement for the Location: Mumbai relationships with representatives of necessary permission from Malls & Email: [email protected] community, consumer, employee, or multiplex for the site installation or ...... public interest groups. for promotional activity. Post: Account Managers Exp: 5 to 15 yrs. Exp: 3 to 6 yrs. Company: Purple Spinach Location: Mumbai,Goregaon - west Location: Mumbai Communications Email: [email protected] TO ADVERTISE, CONTACT: Email: [email protected] Profile: Account Managers - ...... Abhilash Singh ...... Should be well informed on what’s Post: Sr. Media Executives Ph: 09999989454 Post: NCD happening in the world of advertising Company: MX Advertising Pvt. Ltd. Email: [email protected] Company: Infinium India Group and marketing Must be proactive to Profile: Candidate should have an Sumeet Chandiramani Profile: Should be senior creative meet the clients marketing needs, extensive experience of handling all (Mumbai) Ph: 09820590172 person from copy background has to be a good communicator types of media - Print, Electronic, Email: [email protected] Having at least 10 years of and should be able to handle client Outdoor etc all. Good understanding [email protected] experience in the industry.Should presentations. Imperative to know of media software’s and a rapport be capable of conceptualizing and the agency operations. with media. To view other jobs in Marketing, developing campaign for various Exp: 2 to 4 yrs. Exp: 5 to 15 yrs. Media and Advertising, log on to: www.jobswitch.in media vehicles like print, radio, TV Location: Mumbai Location: Mumbai etc Email: [email protected] Email: [email protected] Join us on : facebook.com/jobswitch Exp: 10 to 11 yrs...... Location: Pune Post: Senior Visualizer/ Junior Post: Copywriter

afaqs! Reporter, May 16-31, 2015 29 3(23/(

A round up of some major people >> MOVEMENTS/APPOINTMENTS<< movements in the last fortnight ADVERTISING DIGITAL he fortnight began Mucadum as vice president to head its Kolkata atrika Group Twith Leo Burnett, operations. She will now be reporting to Dhunji Phas made key Mumbai appointing Wadia, president, Rediffusion-Y&R India. appointments to its Sanju Menon as vice Mucadum has over two decades of industry multi-media platform, president. Menon experience. She has earlier worked with JWT, Catch. Senior will lead the Bajaj Trikaya, Rediffusion-Y&R, AMSI Radio, journalist and former business nationally, Polar Fans and has lead operations at Genesis Tehelka MD, Shoma taking charge of both Advertising and Grey Group. Chaudhury will join strategy and account DDB Mudra Group has reshuffled its as editor-in-chief. management. He senior management as Mandeep Malhotra, ex- Bharat Bhushan, joins the agency from SANJU MENON president, DDB MudraMax, has moved out. He founder-editor of SHOMA CHAUDHURY Rediffusion Kolkata, joined the agency in December 2008. Malhotra is Mail Today, has also where he served as the currently evaluating his options - one of them is joined the project as branch head, before joining Pratap Bose’s new venture. Sathyamurthy editor. Vinny Ganju, moving on to head Namakkal, Aneil Deepak and Sameer Mehta will who brings to Catch operations in 2013. take on additional responsibilities. ten years of experience Following top Namakkal, currently executive director, DDB as part of the digital creative and strategy Mudra Group and president, DDB MudraMax media landscape, will resources, Nima Media (including Digital), will now additionally be chief operating Namchu and Atishi take charge of DDB MudraMax’s OOH officer, Catch News. Pradhan, Rajesh Replacing Sundeep Bhatia, digital head, Malhotra, Skechers’ Cheil Worldwide, has Sanjeev Agrawal RAJESH BHATIA SANJEEV AGARWAL also put in his papers. took over as CEO Prior to joining Cheil, of Homeshop 18. he was president - Havas Worldwide 4D (then Agrawal, who in his last assignment, was MD at Euro RSCG 4D), where he drove the ‘digital Skechers South Asia, comes with over 26 years first’ positioning for brands such as Nokia, IBM, of experience across the FMCG, fashion and Airtel, Max Life Insurance, Unilever (FAL) and retail sectors. He will now be based in Noida. Reckitt Benckiser (Dettol, Harpic, Veet, Vanish, Snapdeal has Mortein), among others. appointed Jayant Sood Rediffusion-Y&R Group India has announced as chief customer the appointment of Rahul Jauhari as chief creative RAHUL JAUHARI KOMAL BEDI SOHAL experience officer officer. Komal Bedi Sohal, who held this position (CCO). He brings till now, will move to Singapore as chief creative business. Deepak, currently executive director, to the table 25 years officer of Y&R, Singapore. In his seven-year- DDB Mudra Group and head of ideas, DDB of experience, of long stint at Rediffusion Delhi and Mumbai, MudraMax, will also head the DDB MudraMax which 20 years have Jauhari led the creative work on Airtel, the experiential business. Mehta, head - business and been with American agency’s biggest account. His team was also operations, TracyLocke, will take independent Express and the last behind building SAB TV from scratch to a well charge of the business and will now report five years with Bharti known brand in the Indian GEC space. directly to Kamath, Group CEO and MD, DDB Airtel as the chief JAYANT SOOD The agency has also appointed Suparna Mudra Group. „ service officer. „ MEDIA riti Murthy took over as chief strategy officer, helm as chief executive Group with GroupM Digital platforms. He has PMaxus. In her new role, she will be working officer, will comprise prior experience within the group with stints towards building Maxus’ products focussing Asheesh Chatterjee as at Mindshare Fulcrum and GroupM as head of on insights, effectiveness and behaviour change EVP and CFO; Ashwin CTG. He was the CEO of Web18, the digital unit projects through Moribus, its behavioural science Padmanabhan as EVP of the Network18 Group, till April 2014, unit. Additionally, she will also be working closely and business head, who Vyas has been promoted as chief strategy with the Maxus APAC regional planning team. will oversee television officer for GroupM, South Asia. Vyas has Reliance Broadcast Network Limited channels - BIG Magic been heading GroupM Interaction, the digital (RBNL) has rejigged its top management. and BIG Magic Ganga, media arm of GroupM, a unit he helped set up. Asheesh Chatterjee, Ashwin Padmanabhan while handling his Ramasubramanian, chief financial officer, has and Sunil Kumaran existing role as business CHINTAN KATARE been promoted as the new chief operating officer were given additional head for 92.7 BIG of GroupM, South Asia. Apart from leading responsibilities, as FM; Sunil Kumaran as chief strategy officer and the financial, commercial and IT teams, he will chief operating officer, Paritosh Painter as network creative director manage the Bangladesh, Sri Lanka and Pakistan Lavneesh Gupta across media. markets. The GroupM CEOs of these markets decided to quit after GroupM has also announced structural will now report to him. a successful stint of changes as Lakshmi Narasimhan, Tushar Vyas NexGTv has appointed Chintan Katare as head almost two years with and Sridhar Ramasubramanian were assigned of ad sales for India. Katare will be responsible for the organization. new roles in the organization. They will report designing and offering differentiated marketing The executive to CVL Srinivas. Narasimhan has been appointed experiences for leading brands. Formerly, he was leadership team, with as the chief growth officer for South Asia. With with Mogae Media overseeing the monetisation Tarun Katial at the SUNIL KUMARAN this appointment, GroupM has merged the CTG of mobile ad inventories of leading brands. „

30 afaqs! Reporter, May 16-31, 2015