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Siddharth Bindra Fuelling Aspirations Prasanth Kumar 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, MayMayy 16-31,16-1166 31,3311, 2015200 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.
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