November 16-30, 2014 Volume 3, Issue 12 `100

DownloadD App 24x7 Customer Care Track Order! Hello !!!

Search for a product, category or brand... SEARCH CART ShoppingMall.com 7 FOOD MEN WOMEN CINEMA SPORTS HOME & KITCHEN MORE STORES OFFER ZONE

Go quickly to Mobile Luxury Fashion Kitchen NeedsGym & Spa Watches Sports Goods Jewellery Footwear Events Gift Voucher E-COMM VS MALLS As online shopping takes off in India, malls are readying to pull a number of tricks to keep those customers coming.

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34 6 26 PLUS SANITARY WARE Sensual Bath, Anyone? 10 SAB TV Smiles over Tea 10

BURGER KING INDIA 15 TAG HEUER SWACHH BHARAT MISSION INTERVIEW Resident Equity Puneet Sewra Clean-up Time Piyush Pandey PAPER BOAT The marketer on how the A high visibility TVC to O&M’s grand young man on notion of luxury is evolving. shame offenders. his agency’s way forward. Tasty Memoirs 18

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This fortnight... Volume 3, Issue 12 he mere suggestion of a life-threatening disease can sometimes lead to a heart EDITOR T attack. Could the same thing happen in business? It would seem so, going by Sreekant Khandekar November 16-30, 2014 Volume 3, Issue 12 `100 the frenzied speculation on the impact of e-commerce on traditional shopping. PUBLISHER DownloadD App 24x7 Customer Care Track Order! Hello !!!

Search for a product, category or brand... SEARCH CART ShoppingMall.com 7 Prasanna Singh FOOD MEN WOMEN CINEMA SPORTS HOME & KITCHEN MORE STORES OFFER ZONE The truth is that, on an overall basis, e-commerce has made barely a dent in Go quickly to Mobile Luxury Fashion Kitchen NeedsGym & Spa Watches Sports Goods Jewellery Footwear Events Gift Voucher DEPUTY EDITOR E-COMM VS MALLS India. But the investments are enormous, its growth is spectacular as too is the Ashwini Gangal As online shopping takes off in India, malls are readying to pull a number of tricks to keep those customers coming. promise of the future. It’s the unevenness of online’s impact that is confusing. While SENIOR LAYOUT ARTIST some categories such as airline tickets, books and music have been decimated offline, Vinay Dominic and some such as mobile phones are heading there, most products are untouched. PRODUCTION EXECUTIVE Andrias Kisku Marketers worry about the power of the online aggregators, they worry about ADVERTISING ENQUIRIES online discounting and they worry about how this affects their traditional offline Naveen Arora 24 (0120) 4077803, 4077866 partners. Noida 34 6 26 PLUS SANITARY WARE Sensual Bath, Anyone? 10 We thought that the more interesting thing would be to examine how the Pradeep Hegde SAB TV Smiles over Tea 10 (022) 40429702-5 BURGER KING INDIA hundreds of malls across India are likely to be hit. You could ask, why malls? Resident Equity 15 TAG HEUER SWACHH BHARAT MISSION INTERVIEW Mumbai Puneet Sewra Clean-up Time Piyush Pandey PAPER BOAT The marketer on how the A high visibility TVC to O&M’s grand young man on notion of luxury is evolving. shame offenders. his agency’s way forward. Tasty Memoirs 18 For one, the bulk of the investment in this format of retailing has been made in [email protected] the past 10 years and funds continue to flow in rapidly. For another, malls tend MARKETING OFFICE to attract the young - the very consumers who are most likely to buy goods online. B-3, First Floor, Sector-4, Noida-201301. Third, malls sell non-essentials, which is what tends to get traction online. Tel: (0120) 4077800. The question of what e-commerce might do to malls is largely unexplored. We were impressed that mall MUMBAI 501-502, Makani Center, 5th Floor, managements, while not fearful, are nevertheless anticipating the wave. Off Linking Road, Bandra (W), Mumbai - 400050 At the heart of their defence lies the understanding that while value-seeking consumers will be drawn online, Tel: +91-22-40429 709 - 712 experience-seeking shoppers will gravitate towards malls. Since malls are aggregators themselves, they have the SUBSCRIPTION ENQUIRIES Akhilesh Singh flexibility to change the mix of outlets to get around the e-commerce challenge. (0120) 4077837 Just 10 years ago the business press was full of speculation on whether traditional markets could survive the [email protected] mall challenge. And now we are wondering whether malls can survive an e-attack. Owned by Banyan Netfaqs Pvt Ltd and Printed and published by Clearly, there is no safety anywhere. 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 Cover Design [email protected] Vinay Dominic CONTENTS 18 8 PLUS

CAMPAIGN TRAIL New Ads 12 KAN KHAJURA TESAN Another Grand Prix VIRAL NOW HUL’s mobile 16 innovation continues its Digital Assistant prize winning ways. COCA-COLA ZERO As Good as Coke? 17 PROFILE 16 32 Anuja Chauhan LENOVO VIBE X2 The ad professional who VibeUpMyLife 28 became a writer is back. ZINDAGI POINTS OF VIEW 14 A Strong Line-up 28 Brand Endorsers MUMBAI MIRROR EPIC CHANNEL INTERVIEW One or more? Are multiple Thank You Baddies Ready to Go endorsers the need of the Unwanted ‘elements’ and a India’s first genre-specific Hindi Anika Agarwal 30 hour? newspaper. entertainment channel.

afaqs! Reporter, November 16-30, 2014 5 $'9(57,6,1* SWACHH BHARAT MISSION Shame the Offenders

personalities from sports, entertainment, politics and business circles participating in the initiative. The Clean India Campaign is a national level campaign covering 4,041 towns. The aim is to clean the streets, roads and infrastructure. This campaign aims to accomplish the vision of ‘Clean India’ by 2 October 2019, the 150th birthday of Mahatma Gandhi.

NOT ENOUGH ur experts believe that while the campaign Omarks a departure from ‘sarkari ads’ it will need to take a more bold tone and on-ground execution to drive the message to the public.

A high-visibility TV campaign has been launched to create awareness about the Swachh Bharat initiative. By Saumya Tewari ndia, one of the world’s most culturally rich “Shaming people countries, often draws flak for being polluted Iand dirty. In a bid to hold a mirror up to society, who litter, is a prime minister Narendra Modi announced the compelling idea ‘Swachh Bharat Abhiyaan’ (Clean India Mission) on October 2 urging citizens to chip in. The BJP-led and can become government also launched the first ever television a very effective campaign to create awareness about this initiative behaviour change among the masses. Prathap Suthan, chief creative officer and Executed by Grey, the central idea of the tool.” managing partner, Bang in the Middle, sees it as campaign is to ‘shame’ the offenders, who have SAMIR DATAR a well-timed idea, which needs to be shown to as no qualms about throwing garbage, littering and many people as possible. “I would encourage the urinating in public. The commercial features “The sarcasm Government to send out teams across cities who people from different walks of life polluting public would actually do this and enact this in real life. spaces and being cheered - or rather jeered - by in the film is As a country we lack the enthusiasm and initiative the people who have observed their shameless an attempt to to stand up and oppose wrong doers. We respond act. This is the first phase of the campaigning, to examples. And when someone does that, others demonstrated by a 60-second TV commercial, drive home the will follow,” he opines. which will be aired in 10 languages across all major point by literally He, however, is not sure if the general public networks. ‘humiliating’ the will get the sarcastic tone that the commercial has Samir Datar, VP and branch head, Grey Delhi as it only works when the audience is educated and states that while people are very particular about offender.” evolved enough to understand the resultant guilt and keeping their homes clean they do not think twice MALVIKA MEHRA shame. “I would certainly like to see more films that FOTOCORP before littering areas outside. “We believe that the compliment people who do the right thing,” he says idea of shaming people who litter, is a compelling countless messages by the government, we still see adding that there should be a series of films (digital idea and can become a very effective behaviour a total lack of involvement from our brethren for variants) showcasing the urban upper middle class change tool, once it gets traction in social media the cause. The sarcasm in the film is an attempt neighbourhoods who also litter without care. and ground activation,” he notes adding that to drive home the point harder by now literally For Sujata Anandan, political editor, Hindustan there will be subsequent communication that will ‘humiliating’ the offender, albeit nicely. Hope Times, Mumbai edition, the campaign, although further amplify and point out such behaviour. such efforts lead to a Swachh Bharat indeed,” she in right direction is just too ‘mild’ to initiate Datar says that the campaign goes beyond just adds. action. “While the campaign features pertinent creating awareness about the initiative and aims at The commercial, which will be dubbed in 10 issue of littering and urination in public places, I achieving a behavioral change. regional languages, has been shot in three days believe we as a society need more than just naming Meanwhile, Grey Group India’s national in Wai (near Pune) and Mumbai. Bollywood and shaming to achieve a clean India,” she says. creative director and actor Anupam Kher has done the voiceover. Rahil In a society where people are used to keeping EVP, Malvika Mehra Patel of Razorblade Films has directed the ad their homes clean and dumping garbage in public explains why they have while the music has been created by Niriksha places, strict clinical measures are required to chosen ‘sarcasm’ in Ajay Kakade. The Swachh Bharat Mission has achieve tangible results. Anandan exemplifies how the campaign to drive also gained traction on social media platforms the government of Singapore levies a fine of up the message. “Despite including Twitter and Facebook with renowned to $1,000 for littering pointing out that until the Indian government takes stringent measures The central idea of the campaign is to against littering not much can be achieved on a mass level. „ ‘shame’ the offenders who litter. [email protected]

6 afaqs! Reporter, November 16-30, 2014

$'9(57,6,1* KAN KHAJURA TESAN Another Grand Prix HUL’s mobile innovation won a prize worth $5,000 at Warc 2014. Seven other Indian entries also won accolades. News Bureau

industan Unilever’s award- winning mobile campaign HKan Khajura Tesan (KKT) has won yet another award - the Grand Prix at the ‘2014 Warc Prize for Asian Strategy’. Marketing with eight winning entries. Grand intelligence service Warc awarded Prix-puller KKT, of course, is one of team KKT a $5,000 prize at an event them. The other seven include: held in Singapore last week. The One Gold - won by Ogilvy & same entry has also scooped up a Mather and Akanksha Foundation prize worth $1,250, the Asia First (for ‘The Akanksha Foundation: Special Award, one that recognises How a brand got celebrities to work insight and strategy. for it for free’). KKT is HUL’s radio station for Three Silvers - won by Ogilvy media dark areas. At Warc 2014, & Mather and Google (for ‘How the Grand Prix-winning ‘paper’ Google Search brought hope to was authored by Anaheeta Goenka, 1.4 billion people’), Wieden + executive director, Lowe Lintas Kennedy and Procter & Gamble (for ‘Old Spice Smell Mantastic: Local relevance on a limited budget’) and unique users in six months. McCann Worldgroup and Coca- “The Kan Khajura paper was a Cola (for ‘Coca-Cola: Adding fizz to clear winner,” said Freddy Bharucha, the Indian family meal time’. chief marketing officer of Procter Three Bronze awards - won by & Gamble Asia and chairman of Geometry Global and HUL (for Judges for the 2014 Prize, “The ‘Lifebuoy Soap: Roti - The unlikely reason is that it started with the reminder’), BBDO Singapore, PHD consumer. How do you reach and and HP India (for ‘Hewlett Packard: engage a consumer who does not Ink Advantage - Help your child see most of the media that are out shine’) and Publicis and JK Helene there? The results were very strong, Curtis (for ‘Park Avenue Beer but it all started with a rich media Shampoo: Stealing a lead from the insight that led to the creation of giants in men’s hair care’). a media platform. It allowed the “This year the spread of entries, brand to engage consumers in a very the markets represented, and the + Partners and Abhijit Panicker, works (http://www.afaqs.com/news/ entertaining way.” types of activity being discussed - senior brand services director at the story/41226_Kan-Khajura-Tesan:- Of 19 papers from eight markets was wider than ever,” said David agency. The paper describes exactly The-Full-Story). The service gained that picked up Gold, Silver and Tiltman, Warc’s head of content. „ how KKT was created and how it 24 million calls and eight million Bronze awards, India led the pack [email protected]

D&AD AWARDS 2015 tive creative at DDB Mudra Group (Outdoor Advertising), and Ektaa Aggarwal, creative director at Landor Piyush Pandey is Jury Foreman Associates Mumbai (Branding). Entries for the 53rd D&AD Besides Pandey, six other Indians have been selected as Professional Awards are being received at the moment. As per the eligibil- jurors, across award categories. News Bureau ity criteria, the work being entered for the 2015 awards should be that which &AD Awards 2015 has named Piyush ran during January 1, 2014 through Pandey, executive chairman and creative February 28, 2015. Ddirector, South Asia, Ogilvy, jury foreman A new category has been introduced - Branded for the Press Advertising category. Film Content & Entertainment. Tim Lindsay, Six other Indians have been selected as jurors. chief executive at D&AD, says in a press state- They include Meera Sharath Chandra, founder ment, “The role of creativity and the value of and chief creative officer at Tigress Tigress (Digital design in our society have never been greater... Advertising), Preeti Vyas, CEO, Vyas Giannetti After a remarkable 2014, we’re all looking forward Creative (Crafts for Advertising), Senthil Kumar, to seeing what 2015 brings in the field of creative executive creative director at JWT Bengaluru excellence.” „ (Film Advertising), Sonal Dabral, chief execu- Pandey: the judge [email protected] SUSHIL KUMAR

8 afaqs! Reporter, November 16-30, 2014

$'9(57,6,1* SANITARYWARE making’ markets - consisting of developers, architects and designers. HSIL, which makes sanitaryware under the brand name Hindware, Sensual Bath, Anyone? has developed a DVD app - Bathroom Planner - using which What makes sexuality an oft-visited subject in the one can manage up to five projects at a time, create five bathroom sanitaryware segment. By Sohini Sen drawings for a project and compare four designs for each bathroom our hands are the most Of the organised market, only 18 per product. beautiful part of your body - cent is the life-style (or premium) “Micro-targeting and content Yone that helps you to share market. Though this pie is small, marketing is setting the trend. food, express love and show joy. it is growing at twice the speed of This calls for customisation and Then, why do we use it for nasty standard segments. personalisation of strategies to reach business - asks Kohler in a new According to Sushil Matey, chief a niche set of consumers. We are campaign - Hands are made for operating officer, H&R Johnson, talking of interior designers and Love. Designed by Ogilvy & Mather, bathrooms are also the most intimate architects,” explains Sushil Luniya, it questions the Indian habit of using of spaces. “We clear our minds in this president (marketing & sales), hands for cleaning in the washroom. space.” Most importantly, the middle building products division, HSIL. “Usually people do not wish to class is expanding at a rapid pace. talk about it. So, the challenge was With higher disposable incomes it WATER IN THE FAUCET not just to talk, but talk nicely about is possible to afford luxuries which ccording to Kohler’s Sadanandan, something people do not wish to could not be thought of before. Aonly 42 per cent of Indians have acknowledge,” says Ajay Gahlaut, Increasing exposure to foreign access to water-based sanitation. He ECD, Ogilvy North India. lifestyles and pride in homes has sees the bottom end growing quickly Kohler is in an area of hygiene that made the bathroom segment grow as adding volume, while the top end people generally avoid talking about. much as the living room or kitchen will grow as more and more people It had to come up with something has. “The people we target are THE OTHER TARGET move into a luxurious lifestyle. that talks about the functionality usually the well-travelled Indians,” ustomers are most likely to Saji Abraham, executive vice yet not make it gross. “We needed explains Ramesh Kaushik, marketing Cinvest in bath fittings that their president, planning, Lowe Lintas a positive angle to the story and head, Grohe India. developer or interior decorator believes that more people are seeking decided to show what the same For Grohe, understanding suggests. So while a consumer will luxury and masstige has become hands can express and do,” reflects the joint family system in India love an ad that she sees on TV, the a popular segment. There will Salil Sadanandan, managing director, is imperative and, therefore, they developer’s choice will be final. always be a case for luxury even in Kohler India. make their campaigns around the In some cases, like Roca, brands bathrooms. “Imagine your joy, next whole family. However many of the invest more in the retail market. “We time you have to change a tap there BUT SENSUAL? campaigns around the bath fittings bring out campaigns that appeal to is a nifty Jag tap available albeit a bit ohler’s ad stands out in stark segment show only a nuclear couple both the developer and consumer,” more expensive. You would want Kcontrast to other recent examples, - maybe to add to the sensual factor. explains Vijay Asrani, marketing a piece of that utopian bathroom which show bathrooms as stylish, But are these stylish fittings head, Roca. The company’s revenue wouldn’t you?” asks Abraham. even sensual, places. The segment in affordable? The entry level products is split 70-30 in favour of retail sellers Jagdeep Kapoor, chairman which Kohler, or brands like Roca, from Parryware are priced at Rs 100 as against institutional sellers. and managing director, Samsika Artize (from the house of Jaquar) while the premium segment by sister Kohler’s advertising is divided Marketing Consultants feels there play are in the premium segment. Of brand, Roca starts at Rs 180. The core equally between the retail consumers should be a balance in functionality the total market size of 28-30 million target for Parryware is the family, but and institutional buyers. A separate and aesthetics. „ pieces, 55 per cent is unorganised. for Roca is the nuclear couple. team looks after the ‘decision- [email protected]

SAB TV It will also give a chance to families to come and be a part of the event, over tea and snacks. Smiling over a Cup of Tea The idea is to hunt for local talent and also give leisure time The channel will conduct auditions and organise city-level comedy events, to families, promoting its integral thought - ‘Asli Mazaa Sab Ke Saath giving a platform to budding stand-up comedians. News Bureau Ata Hai’. The exercise aims to facili- tate healthy interaction between the viewers and Sab TV fostering a spe- cial bond between them, which goes beyond mere numbers and statistics for a GEC, the channel said. Anooj Kapoor, senior EVP and business head, Sab TV and Sony Pal ab TV, the family entertain- with their comical timing and anec- Bharatpur. It will visit other states says, “Chai Pe Chutkule, has the right ment channel from Multi dotes. too at a later stage. mix of interactivity and content. We SScreen Media, is set to offer an Starting November 24, the chan- In the first phase, Sab TV will aim to take it around the country opportunity to local, and original, nel will tour eight cities in Rajasthan conduct auditions in these cities looking for genuine local talent with talent who can perform stand-up - Jaipur, Ganganagar, Kota, Alwar, and organise comedy events with a flair for clean comedy. „ comedy acts and make people laugh Bikaner, Ajmer, Hanumangarh and the selected stand-up comedians. [email protected]

10 afaqs! Reporter, November 16-30, 2014

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

YATRA.COM HCL BIRLA SUN LIFE AMC The campaign promotes hotel discounts offered by The new TVC brings about how HCL brand is transiting from Titled ‘Morning Walk’, the TVC shows a man noticing that the online travel agent. The ad features a young man a B2B to a B2C brand, changing its core value proposition he has not reduced weight after first morning walk. The showing up at the doorstep of his relatives for a free stay. from ‘Technology That Touches Lives’ to ‘We touch lives’. film then cuts to the Sutradhar who tells the viewers – Overhearing their conversation of being asked to donate The campaign illustrates the journey of the brand through ‘‘Even you will agree that one does not get results this a kidney in return of the hospitality he immediately flees. real people and emotions. fast’’ urging viewers to give enough time to their equity The voice-over says ‘‘Ehsaan mat lo, discount lo!’’. mutual fund investments to grow.

Creative Agency: McCann Erickson India Creative Agency: FCB ULKA Creative Agency: Taproot India PRINT DAINIK ZIGWHEELS BHASKAR The auto portal recently The Hindi daily released released a set of a print campaign advertisements to urging people to plant create awareness about more trees under its it among the audiences. plantation drive. The The ad went with campaign invited people several catch lines one from all walks of life to of which was ‘ Fall in participate in it. Love with another man’s AMUL love’. The idea was to The dairy cooperative brand has released a print promote the second campaign around the recent furore around Greg hand car buying portal. Chappell after the publication of Sachin Tendulkar’s autobiography.

C Creative Agency: DaCunha Communications CCreative Agency: Havas Worldwide OOH DIGITAL

LOTUS GREEN LEVI’S CHOTUCHAIWALA.COM (ZEPO) The real estate giant has executed a campaign titled ‘Live The apparel brand has launched a campaign to promote ChotuChaiWala.com is an effort to get Bombay’s famous the Difference’ at the Delhi-Noida-Delhi (DND) Flyway. its Commuter range of clothing line across the several chaiwalas (tea sellers) online. The team at Zepo started It aims to highlight the transition from the old to the cities. It has taken billboards, metro stations and other talking to chaiwalas so that they can sell their chai online new, breaking old stereotypes and thus ushering a new OOH units to promote the brand. via a subscription model. The result is the website which paradigm for the brand. is promoted on social media with a digital video.

CCreative Agency: Raunak Kanade (scripting, filming Creative Agency: Times OOH Creative Agency: Kinetic India and editing) & Priyesh Thakker (filming)

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

12 afaqs! Reporter, November 16-30, 2014

32,1762)9,(: Are Multiple Endorsers the Need of the Hour? Brands have increasingly started to sign on several big-ticket endorsers for their products unlike earlier when one star seemed enough. What lies behind the multi-starrer syndrome? By Sohini Sen

+$5,6+%,-225 $-$<.$.$5 3$57+$6,1+$ 35$9((1-$,385,$5 CEO, Chief Marketing Officer, Director, Chief Strategy Officer, Marketing Head, Harish Bijoor Consults Financial Services, Aditya Birla Group South Asia, Publicis Worldwide Personal Care, Dabur India FOTOCORP FOTOCORP IT IS ESSENTIAL. THERE THE FACT IS WHEN I HAD JOINED CELEBRITY IS A GREAT DEGREE THAT NORMALLY ADVERTISING, SOMEONE ENDORSEMENT IS A OF BRAND ENDORSER CELEBRITIES ARE TOLD ME CELEBRITIES MEANS TO AN END PROMISCUITY, AS I CALL USED IN TWO ARE NOT BRAND ASSETS, AND NOT AN END IN IT, IN THE SENSE THAT DIFFERENT WAYS. A RATHER THEY ARE MEDIA ITSELF. WHAT’S MORE BRAND ENDORSERS BRAND CAN SAY THAT VEHICLES. I FEEL TODAY, IMPORTANT IS HOW A NOWADAYS ARE ‘I WANT A CELEBRITY, IS THE BEST TIME TO BRAND USES A endorsing not one or two, but who is the man of the moment, prove it. celebrity - to connect with the maybe 10-12 different brands. let’s rope him or her in.’ But as the saying goes don’t consumer better. A Shahrukh Khan or Amitabh Secondly, a brand can have an put your eggs in the same We decide on a celebrity only Bachchan has at least a dozen idea and they will then look at basket, thus no brand wants if he or she fits the concept. We brands to endorse. So, in a which celebrity suits it. In our to put all his money on one look at celebrities based on a way, this is a revenge for the case, we had an idea about life’s celebrity. Even in the digital mix of their relevance with the brand owner. ups and downs and that led us to domain, a celebrity’s tweets brand message and consumer Having multiple endorsers speak about cricket and then we can do wonders for a brand. preference. Same is the case for the same product - or had the celebrities. The bigger problem with dual-celebrity endorsers. brand - ensures that it does We wanted to show the ups today is that brands are less Brands and marketers have not depend on a single and downs of life and someone confident about the freshness engaged dual celebrities to cater celebrity, character or living through it comfortably. So of their campaigns. As it is, to different regions/geographies, endorser. While Lux used even if our endorsers did not there is very little product segments or age groups. At to be endorsed by multiple do too well on field, they would innovation. The emotional times, celebrities - as a pair - endorsers, brands today use still be an appropriate fit for selling proposition is also strike a chord with consumers. different big-ticket endorsers our brand. Brands cannot hedge dying. The only way to attract Dabur has also been signing dual at the same time. the risk by signing on multiple people is through celebrities. celebrities for a single brand, Consumers are bored with ambassadors unless they have Previously multiple wherever the need arose. Having sameness and they are looking a big budget. And too many endorsers were used when dual celebrities is not a norm. As at variety. As a consumer can celebrities without a strong script there was a strong idea - like I mentioned, it is a means to an be promiscuous himself, the sometimes make an ad film seem Nike. They spoke about end and not an end in itself. brand needs to convey its like a multistarrer movie. In the DNA of sports. Now, facets to the consumer. So that case we may remember the in the absence of multiple one is boring, two is exciting celeb, but not the brand. ideas brands are resorting to and three very exciting. multiple celebrities.

14 afaqs! Reporter, November 16-30, 2014 $'9(57,6,1* BURGER KING INDIA Resident Equity Burger King, which made its long-awaited India foray recently, has tied up with eBay for a special offer. The brand has already received orders for over 1,200 Whoppers. By Sohini Sen

ou may have boughtt bbooksooks 1,200 WhoppersWho so far. found its fair share of takers and loyalists. online. You may hhaveave “On“O Facebook, we have Wouldn’t Burger King, known world over for Y been braver and boughtht askedaske people to share its beef burgers, face some heat on this front? your latest denims and yourr theirthe favourite thing Well, the team appears to have done its sister’s cell-phone from an aboutabo Burger King,” homework. It has omitted beef completely e-commerce player as well. explainsex Uma Talreja, from its Indian menu; instead, it has created But have you bought a nice, chiefch marketing officer, three special Whoppers for this market - juicy burger online? No? BurgerB King India, vegetarian, chicken and mutton. Burger King Well, get ready because adding, “We realised plans to target 18-35 year olds. international burger chain that even though we The Quick Service Restaurant (QSR) Burger King is in India (yes, weren’t present in segment in India stakes claim to no more finally!) with this special the country, people than 17 per cent of the ‘eating out’ pie. And online launch offer. whow travel a lot burgers, in particular, form a meager two per Burger King’s first storere alreadyal love the brand. cent of the total food services market, which opened in New Delhi’s Selectlect ThusThu we already had that is pegged at `2,47,680 crore (according to a Citywalk Mall on November 99.. TThehe plan is to follow this up with thehl launch h of around 10 more stores by year the end. “Even though we “Our association However, what makes Burger King’s entry weren’t present in into this market unique is the pre-launch is an attempt at the country, people offer, wherein one can actually place an order offering a wider on ecommerce site, eBay. who travel a lot While you can pre-order the burger on choice to our already love the eBay, you will have to go to the physical store consumers.” to sink your teeth into the bun. The eBay brand.” LATIF NATHANI coupon only entitles one to cut the queue UMA TALREJA on Day Zero and get the trademark Whopper burger for `128. The brand, however, has not revealed ‘resident equity’ in this Technopak report). the in-shop/retail price of market. These people are Harish Bijoor, CEO, Harish Bijoor its burgers as yet. now are endorsers and Consults, a Bengaluru-based brand marketing “We are excited to are spreading the word consultancy, is of the view that Burger King’s partner with Burger among those who’re new tie-up with eBay mimics the pre-launch, King,” said Latif Nathani, to the brand.” jump-the-queue type of deals that Harry managing director, eBay Recall how Kentucky Potter books and iPhones have struck with India, “Our association is an attempt at Fried Chicken (now KFC) entered India in online portals in the past. offering a wider choice to our consumers. It 1995 but had to pack up and leave soon after, “But,” he cautions, “this can only create harnesses our belief of working in partnership because it was not prepared for a market hype for a few days, after which the brand will with brick and mortar companies. I am sure as diverse and demanding as India. KFC’s have to stand out from the rest,” something there will be a frenzy of eager customers return in 2004 signalled the launch of its it can do by getting its products experience” queuing up to pre-order the Whopper.” The vegetarian menu, crafted especially for the right. „ brand has already received orders for over Indian consumer. Since then, the brand has [email protected]

0 afaqs! Reporter, November 16-30, 2014 $'9(57,6,1* MUMBAI MIRROR VIRAL NOW Thank You Baddies The ‘Digital’ The English daily’s new campaign thanks the ‘unwanted’ elements of society for hating the publication. By Devesh Gupta Assistant Amazon’s new launch, Echo, delivers information, music, news, weather, and more once it hears the wake word, Alexa. By Saumya Tewari

n an age when technology has leapfrogged, empowering consumers Iwith useful gadgets such as smartphones, Amazon Inc has launched a device that empowers consumers’ voices. Echo, a 20cm-tall black cylinder, sits in your home and listens to everything you do. The device is designed around voice and delivers information, music, news, weather, and more once it hears the wake word, “Alexa.” This may remind many of iOS Siri or Google Now. Amazon has announced the launch of the am Mumbai’ went the chant when BCCL’s device by posting over a three-minute long English daily ‘Mumbai Mirror’ kicked off a cam- video that features an American household I paign in 2011. The film showed real life stories who have just ordered Echo. The father in of people protesting about issues on the streets of the video opens the packaging, revealing Mumbai and how the publication took their voice to the product announcing that it is meant the people. Three years on, the brand has again launched a campaign with the same brand positioning but this time the stories are of people that society has labelled as unwanted elements or, more commonly, BCCL, says, “This film is actually saying the same anti-social elements. Designed by Taproot, the film thing as the first film, fundamentally. However, it showcases four situations where these unwanted has inverted the prism through which the story is elements are brought to justice because of fearless being told. The last time around, we showed it from reporting by the newspaper. the point of view of the citizen, who had been hurt The first situation is of local street thugs who by the system and was fighting back. Now we are indulge in molestation, eve teasing and cat calling; showing it from the point of the ‘baddies’, who are the second one showcases a doctor whose organ- running scared. The brief to Taproot was to continue selling racket is busted by the newspaper; the third is to portray Mumbai Mirror as a fearless voice of the of a lady whose prostitution racket is exposed and the common citizen of Mumbai.” for ‘everyone’. He asks the device ‘Alexa, last one is of a building contractor who gets penalized what you can do?’ and pat comes the reply for a job not done well. INDUSTRY SPEAK ‘I can play music, answer questions, get In each of the situations, the affected people defend ditya Jaishankar, Percept/H’s national planning the news on weather, create to-do list and themselves by saying that it is absolutely normal to Ahead, says, “I think this a unique way of creating much more.’ do what they were doing and blame the Mumbai love for the brand by bringing alive what those who Posted on November 6 on YouTube, Mirror’s reporters for their losses. The film ends hate the brand feel about it. It is one-of-a-kind where the video had garnered 1.8 million views sol by the protagonists saying that ‘I am not Mumbai’. hatred is a sign of how popular the brand is. It will far. Echo has an expertly tuned speaker that The film ends with shots of the paper burning and enjoy high recall value. Each of the dialogues in the can fill any room with immersive sound. It captions that say, ‘Hated by Some. ad strikes you with its gravitas.” has an array of seven microphones, which Every Morning. Thankfully.’ Chraneeta Mann, national crea- use beam-forming technology to hear tive director, regional, Rediffusion you from any direction. With enhanced REVERSE LOGIC Y&R, says, “The film is a dramatic noise cancellation, Echo can hear you ask a he insight behind the campaign shift from highlighting the truth- question even while it’s playing music. Tis that, in India, the criminals seekers of Mumbai to using the voice Echo’s brain is in the cloud, running and the corrupt do what they want of the fairly pronounced underbelly on Amazon Web Services so it continually to do with impunity and get away of the city to drive the point home.” learns. The more you use Echo, the more it with it too. However, the average Though Jaishankar feels that adapts to your speech patterns, vocabulary, citizen is impatient to bring an end the positioning could be “hated by and personal preferences. To set up the to this. The film showcases these wrong doers”, Mann believes that device one needs to connect it to their bad elements in society being finally the cinematic grittiness of the film home network. At present, Echo is listed on brought to book. and the music contribute towards Amazon.com priced at $199 and is available Speaking about the campaign, making it grab eyeballs. „ by invite only. „ Rahul Kansal, executive director, Kansal: Bad is Good [email protected] [email protected]

16 afaqs! Reporter, November 16-30, 2014 ',*,7$/ COCA-COLA ZERO As Good as a Coke? The brand’s maiden campaign is a long format film, featuring Farhan Akhtar, and produced exclusively for digital platforms. By Satrajit Sen

en usually associate diet cial, Coca-Cola India, says, “One cola drinks as a woman’s has to actually taste it to believe Mproduct. Harvard Business it and this is what we are com- School senior lecturer Jill J Avery, in municating through the latest brand a study, found that it is a big struggle campaign. We decided on producing to get men to drink diet sodas and, as and premiering a special long format a solution, black cans and the avoid- campaign on YouTube as that is the ance of the word “diet” help. platform we see our core consumer To get more men to drink a connected with.” low-calorie variation of Coca-Cola, Published on October 27 2014, the company, in September 2014, the film has so far received more than expanded its product portfolio in 51,000 views on YouTube. Besides India with the launch of sugar-free the campaign is also being promoted soft drink Coca-Cola Zero. During on the brand’s Facebook and Twitter the launch, it was sold exclusively pages. Says Vineet Gupta, producer, on Amazon.in for two weeks. The ESP Films, “We wanted product got 1,700 online bookings in a campaign that retains four hours on launch day. the brand’s international Since its launch in India, the bever- aura and gives the Indian age has managed to stir up excitement audience a campaign of across the country. And now, Coca- global standards. Having Cola India is launching the maiden Farhan spearhead the campaign for Coca-Cola Zero in campaign elevated the India, featuring Farhan Akthar in a entire film and I hope to the hydration and TASTY TWIST? long-format film produced exclu- the consumers enjoy the refreshment choices ill the campaign be effective sively for digital platforms. film as much as we liked available to the con- Wenough in its aim to convince The campaign has been concep- making it.” sumers in India at a users to make the switch from Coke tualised by Coca-Cola’s in-house Coca-Cola Zero adds promotional price of to Coke Zero? Fabian Cowan, agency and produced by ESP Films. `100 for four cans. executive vice president, BrandScope The film is a video representation Coca-Cola Zero India, believes that the switch of of an activation done in a multiplex will be available in brands is more product-driven. where Coca-Cola wanted to tell its 300ml slim cans, “However, this activation will help consumers that Coca-Cola Zero has 400ml and 600ml in creating a certain amount of buzz the same great taste. So the com- PET bottles at the on social media but not necessarily pany planned this small surprise for same price points as more consumers,” he states. some consumers in a multiplex in a regular Coca-Cola. Cowan feels that the the involve- Mumbai. It was first launched ment of the consumer, where they Speaking on the idea of the cam- in 2005 and is now opened the wrapper around the can, paign, Debabrata Mukherjee, vice available in 149 made it more impactful. „ president, marketing and commer- Mukherjee: fat free countries. [email protected]

0 afaqs! Reporter, November 16-30, 2014 352),/( _1(:6 ANUJA CHAUHAN I CREATIVE CONSULTANT I JWT, INDIA PAPER BOAT Tasty Memoirs Writer, Writer The campaign attempts nuja Chauhan, who quit JWT in 2010 after 17 In the eight-month long internship she worked on to bring youngsters years, grew up learning jingles by heart on her accounts like Hindustan Sanitaryware, Hyatt Regency closer to their parents. Amother’s tape recordings. Now, she is back at the Hotels and Somany Tiles. She then moved to Australia agency as a consultant. to pursue advertising in RMIT Melbourne. Returning By Satrajit Sen She was a bright kid in school but Chauhan, the to India, she joined JWT in 1993 as a corporate trainee. youngest of four sisters born in a Rajput family, failed to “I did not realise then that I would spend 17 long years ogether, food and family make score good marks in Class XII. A commerce student, she in the agency,” she says. She started working on the for some of the fondest mem- took up Economic Honours at Miranda House, Delhi Pepsi account for a month and then, in what she calls Tories. Leveraging this fact is University to keep her career options open. a ‘tragic’ move, they shifted her to the Horlicks and Hector Beverages’ ‘traditional juice “I always liked writing and written plays and sto- Pioneer accounts for a year. brand’ Paper Boat. The brand has ries during school. But I wasn’t aware that advertising “It broke my heart. But then luckily after a year I was launched an activation-based cam- could be a full-fledged career option,” she says. Mid- moved back to Pepsi and worked on it till July 2006,” paign to bring the younger generation way though her second-year she met Niret Alva (she she says. The best people, who worked on the Pepsi closer to their parents. It is called the would marry him later), who was five years older and account, also ended up influencing Chauhan’s life. ‘Postcard Campaign’. was a journalist then. He briefed her about advertis- Shankar Rajan, head of servicing at JWT, who directly The company is in the process of ing and motivated her to consider it as a career option. worked on the Pepsi account was Chauhan’s guru. “It placing replicas of post boxes in select Chauhan’s first brush with advertising came while was a big deal for me if he liked my script. When you office canteens, all over the country. interning at RK Swamy BBDO in 1991. are young you look for heroes and he was mine,” she Right next to these boxes, specially rereminisces.minisces. designed postcards (made by Paper From thethe brand’sbrand’s sideside VibhaV Paul Rishi, marketing head at Pepsi had a great influence on her life. “She wwasas smart and gorgeousgorgeous andan seemed to have it all - a superstar husband and lovlovelye children but her simplic- itityy alwaalwaysys shined throughthrough. She was my role model.” Another man who influencedinfluenc Chauhan was her boss at JWT, SabyasachiSabyasachi Sengupta aka Zap. There was Prahlad KaKakarkar whowho usedused to pushpush herh around but she enjoyed wworkingorking witwithh hhim.im. ChauhanChauhan is alsoalso proudproud of her work on Mirinda Lemon with Amitabh BachchanBach and Govinda - ‘Zor ka jjhatkahatka dheere se lage’; MoMountain Dew’s ‘Darr ke aage Boat in conjunction with the Indian jjeeteet hhai’ai’ campaign tthathat revrevolutionisedo the brand; Kitkat Postal Service) are put up. All people ‘dancin‘dancingg squirrel’ film as wwelle as the Kurkure campaigns. have to do is write letters to their WhileWhile at JWT sshehe never looked for greener pastures. parents, on these postcards, and put “It was worworkingking for me. DespiteDe having three kids dur- them in the ‘post-box’. Paper Boat ing my tenure there,there, I neverneve missed a promotion. I got will handle the postage and delivery. The installation of the post boxes began a few weeks back; the process

SUSHIL KUMAR is still underway. So far, the cam- I always liked writing but I wasn’t paign has covered around 80 offices aware that advertising could be a in Delhi NCR and Bengaluru. Neeraj Kakkar, CEO and found- full-fledged career option er, Hector Beverages, says, “Paper Boat loves to ignite fond memo- ries and take people down memory nine promotions in ninen years,” she recalls. But lane. Most of us remember postcards ddoingoing the same for totooo long can make people take very fondly. The image of a post- yyouou for grantedgranted believesbeli Chauhan. Hence, she man bringing a postcard home always ddecidedecided to quit JWTJWT.. brings a smile to our faces. So, we By thethe time sheshe decidedd to quit, she had writ- thought, what better way of con- ten two books.books. TheThe first, ‘The Zoya Factor’ was necting people with their folks than aalreadylready publishedpublished and did well. The second, through a post card?” India Post has ‘Battle for Bittora’,Bittora’ was about to be published. made special Meghdoot Postcards She would ggoo oonn to write a third one, ‘The for the campaign. Toko Innovative PricePriceyy Thakur Girls’.G Studio is the digital creative agency WWhathat made herh come back? “Pepsi is the that is working on the campaign. reason. It was thet love for the brand that The video, which has crossed bbroughtrought me bback,”ac she says adding that it is 45,000 views on YouTube, narrates a nniceice to bbee wanwanted.t touching story of a boy and his father, AAsksk herher aboutab the changing face of through the years. Speaking about the advertising aandn she laments that young insight that led to the film, Kakkar pprofessionals’rofessionals’ oobsession with awards is dis- adds, “Our society has undergone a turbing. It, shshe adds, is pushing young massive change over the last decade. people from a pplace of genuine intelligence Across the country, many people have anandd insiginsightht to shallowsh cleverness. „ migrated to larger towns.” „ [email protected] [email protected]

E-COMM VS MALLS As online shopping takes off in India, malls are readying to pull a number of tricks to keep those customers coming. By Devesh Gupta

his Diwali, customers saw the extent to According to industry experts, about 8-9 billion they shop for all sorts of items, be it furniture or which e-commerce players like Flipkart, USD will be invested in malls over the next two television sets. Snapdeal and Amazon could go with to four years, during which around 250 malls will According to Mukesh Kumar, vice president, discounts, sales and offers, in order to be launched in India. Infiniti Mall Mumbai, “E-commerce has adversely Tdelight e-shoppers. In such a scenario, what can affected categories for which people can see the good ol’ offline retailer do to retain footfalls? $1'7+(1(&200(5&( the model or product online thoroughly before The most popular way, it turns out, is to make *$7(&5$6+('7+(3$57< purchasing.” good on the term ‘customer engagement’ and give s malls were busy riding the wave, around Categories that e-commerce can’t do much shoppers a wholesome experience that transcends A2007-09, e-commerce made an entry – damange to include food -- (unless you’re shopping. But first, a look at the events that led to a dramatic and promising one. The online thinking of ordering some Coke Zero and a this situation. shopping segment in India has since enjoyed a Whopper from Burger King!) -- and perhaps, steep gradient. According to a research report as Anuj Puri, chairman and country head, Jones 0$//6$67($'<*52:7+ by Internet and Mobile Association of India, Lang LaSalle India, points out, luxury. “Over &859( over the past few years, the e-commerce sector the years, luxury fashion has emerged as a strong he mall story in India began in the 1990s has had a CAGR of almost 35 per cent, from segment in the malls. It was not present earlier,” Twith Spencer Plaza in Chennai, Ansal Plaza 3.8 billion USD in 2009 to 12.6 billion USD in he says. in Delhi and Crossroads in Mumbai. Different 2013. brands under one roof, the ‘rich’ experience of According to several reports, in 2014 alone, over organised parking, shopping in a temperature- 3 billion USD has been invested into e-commerce ENGAGEMENT POINTS controlled enviroment, attentive salespersons... the barring OTAs (Online Travel Agents). Indian middle class was sold. Arjun Sharma, director, Select Citywalk, Over the years, the malls evolved. Small ‘food a popular mall in Saket, Delhi, foresees, courts’ gave way to a barrage of QSRs (Quick “E-commerce will continue to grow faster than Service Restaurants) and fine-dining options, and malls. Malls have to be extra careful from now on the one-to-three storey mall slowly grew as tall as and create new touch points for people, in the days five-to-six storeys high, equipped with multiple to come.” cinema screens. Given the high growth rate of e-commerce, As per a 2013 report titled ‘Malls in India’ retailers are certaianly feeling the heat. More so in released by Images Research (the research arm of the case of certain product segments. The books Images Group, a business media company for the segment was the first one first to get affected. Then retail industry), there were around 50 operational followed segments like music, mobile phones and malls in 2005, a number that rose to 500 in 2013, white goods. While in the case of apparels, experts and is expected to exceed 700 by 2016. point that currently only low cost apparels are Today, the total ‘mall space’ occupied in India being purchased online. is around 200 million sq ft. The average size of According to Susil Dungarwal, chief a mall is around 3,80,000 sq ft, and is likely to mall mechanic, Beyond Squarefeet, a mall touch 4,70,000 sq ft in 2015, according to a 2013 management agency, the next wave of segments study conducted by an international property to get hit comprises consumer durables, home advisory firm, Jones Lang LaSalle (JLL). The furnishings and fashion jewellery. While size will touch 6,60,000 sq ft in 2017, predicts previously, people purchased only low value and the firm. physically small to mid-sized items online, today

24 afaqs! Reporter, November 16-30, 2014 &29(56725<

21/,1(ă7$&7,&$/2))/,1(ă and shopping,” says Porodipta Sen, executive ,1'8/*(1&( director, AlphaG Corp and director, Alpha hen not about grabbing that too-good-to- Management Services, the company that manages Malls are now Wbe-true discount, online shopping, today, AlphaOne Malls in Ahmedabad and Amritsar. positioned as hangout is about clicking on ‘Buy’ before the product on Unlike e-commerce, where one logs onto a site sale goes out of stock. With online flash deals, with the intent to buy, offline, it’s about the destinations instead of e-commerce players have mastered the art of overall mall experience, not just shopping. And artificially inducing product scarcity. A case in shopping, in turn, has evolved from an activity to shopping destinations. point being what denim brand Gas did just days an indulgence. Mall owners point out that people ago -- it offered free jeans to e-shoppers for a visit malls in their free time, and that currently, the 30-second window! average ‘dwelling time’ for a consumer in a mall is contests. The décor of the mall is also in sync with “Brands created this situation as they offer no less than two to two-and-a-half hours. the ongoing activity with digital amplifying efforts. their products on discount and allow e-commerce Adds Ramesh Pandey, deputy general manager, “Mall developers are trying to be proactive, players to sell them online at these slashed rates. It marketing and events, Ambuja Neotia Group, rather than reactive, by creating more platforms is brands’ ‘hunger’ that leads them to devalue their which manages City Centre Salt Lake and four of engagement,” says Dungarwal of Beyond own products,” fumes Vishal Rangwani, manager, other malls in West Bengal, “We have always Squarefeet. Many malls are collaborating with leasing and marketing, DB Malls Bhopal. positioned our malls as hang out destinations and specialised agencies and professional mall managers Where then, does this leave the humble malls? not as mere shopping destinations.” for it. Even media space is being purchased on a Not in a lurch, we gather, nevertheless. Malls have large scale to promote the USP of – and ongoing been trying to fight back in their own way. Firstly, 0,66,21$&7,9$7,21 offers, events and activities at – malls. if online is all about tactical, price-related benefits, oreover, riding this reality, malls are trying Shashank Tripathi, manager, business offline shopping is about leisure, indulgence and Mto connect with their consumers on the development, Z Square Mall, Kanpur, says, “For family time. As Deepti Goel, head, Ambience Malls, emotional level via experiential marketing and us, hoardings are an inexpensive yet effective way activation-based campaigns. After all, e-commerce of promotions. Through the year, we have around cannot delight shoppers with spa and gym-like 20-25 hoardings that are up in the city.” experiences, and prudent mall owners are trying Dhruv Kalra, marketing director, Vibgyor Brand Malls have to be extra to make good on the notion of retail therapy, by Services, an activation agency, says, “Connecting careful from now and giving shoppers a platform to not just shop but also activations with sales and discounts is the most indulge in their hobbies. Cookery, painting and traditional way of connecting with customers.” As create more touch points sports-based events are just a few examples of it. per an expert in the field, the average mall space Recent examples of mall activations include allocated for customer engagement is roughly for engagement. the Clown Festival by Select Citywalk, Delhi; the around 13-14 per cent of the total area of the mall. Biryani Festival by City Centre Salt Lake, Kolkata; Also, today, most malls are working with a painting competition by AlphaOne Amritsar; professional advertising agencies to get their Delhi NCR, puts it, “A value seeking customer Ethnic Fashion Pageant by AlphaOne Ahmedabad; positioning right. Creative agencies, in turn, treat purchases products online, while an experience Onam celebrations at Lulu International Shopping malls like regular brands and strive to create seeking customer purchases from malls.” Mall, Kochi; a football carnival at Orion Mall, loyalists. When it comes to mall loyalty, factors Malls have metamorphosed into what some Bengaluru, and intermittent celebrity visits at that come into play include facilities like parking, experts dub “community houses” for Indians, for High Street Phoenix Mall, Mumbai. adequate signage, behaviour of the mall workers, many of whom shopping is but a byproduct. Malls Brands that have managed to piggyback on ease of navigation and layout. are no longer just shopping hubs; they are places the trend with mall-based creations/activations “Activations are not the reason customers will where families and groups of friends can spend a of their own include Ferrero Rocher, Gionee, come back to the mall. The mall needs to be easy day bonding at the movies, at eateries and, if need Google, Colorbar, Kinderjoy, Maruti, Lakme and to reach. Convenience is important. Activities be, inside shops. And anyway, online shopping is Maybelline, to name a few. The efforts range serve to entertain customers and make them a solitary activity; offline shopping is becoming from flash mobs, installations and entertainment smile,” says Shibu Philips, business head, Lulu more an excuse to spend time with loved ones. sections that offer games for children, to flash Mall, Kochi. “A mall is the perfect place for an outing, mobs, festival-based events, music shows, live including eating, meeting-and-greeting people, bands, fashion shows walks and on-ground +,*+675((772)((/7+(+($7" oylla.com, an online fashion imitation Vjewellery marketer, recently released an ad Festivals; Competitons; Installations; Brand Activations; Celebrations, Carnivals campaign that shows a young girl admiring a necklace in a shop window and instantly logging online to buy a similar piece. The crestfallen face of the storekeeper, who’d been watching her the whole time, tells a pertinent story. As online shopping grows, perhaps it is the high street segment that will be hit a lot more than malls. As Chakor Jain, business head for Lee in India, said in a recent interview, “We have tried to standardise our sizes and fits. It makes people more comfortable with buying online. Also, there is this phenomenon where people go to a store, try out jeans and then buy it online.” High street faced the heat when the mall culture began. Now again it is sandwiched between engagement-laden malls and discount-laden e-commerce sites. „ [email protected]

With additional inputs from: Vishal Mirchandani, CEO, Retail and Commercial, Brigade Enterprises (Orion Mall, Bangalore) and Rajendra Kalkar, Senior Centre Director (West), The Phoenix Mills (Phoenix Mall, Mumbai).

afaqs! Reporter, November 16-30, 2014 25 ,17(59,(: PIYUSH PANDEY> EXECUTIVE CHAIRMAN AND CREATIVE DIRECTOR, SOUTH ASIA, OGILVY “I have never given a damn about regional jobs” afaqs!Reporter caught up with Pandey and spoke about the way forward for me. I could have left this advisor to the Government. Ogilvy after Abhijit Avasthi’s high profile exit. By Ashwini Gangal country many years back for But when we do a campaign many regional jobs. I do sit for them, what resources will on Ogilvy’s worldwide board, I use? - Obviously Ogilvy & iyush Pandey, but that is a ‘twice a year’ kind Mather. But I may just say, executive chairman of a responsibility. Regional ‘This work should be given and creative director, roles are like going for four to Agency X from America...’ South Asia, Ogilvy, weddings in a year, where I sit on many boards. I Pon his national creative you have to put on a tie; the don’t sit on the board of say, director Abhijit Avasthi’s other 361 days are when you Dainik Bhaskar, as chairman recent exit, the road ahead, roll up your sleeves and work. of Ogilvy; I do so as an and the best way to strike industry leader. I sit on the a balance between one’s How much of a priority board of MGD (Maharani ‘agency job’ and other is it for you to replace Gayatri Devi) School. Within interests. Edited Excerpts. Abhijit? what capacity? - As a person. Am I in a hurry to replace him? Not every chairman of Ogilvy How difficult is it for you No. The priority is to find a will be sitting there. to let Abhijit go? Of all solution to his responsibilities It’s the way people who the things you’re feeling by distributing his work and do their jobs are also heads of right now, which emotion empowering others. AAAI (Advertising Agencies dominates? If one of the senior CDs Association of India). It is not easy at all. It’s difficult rises to the job, then that to let anyone, who is a key person will move up. But people do it all the part of your team, go. Yet, you Filling the seat is not a time. For instance, Prasoon have to respect the fact that priority. Does it have to be Joshi and R Balki direct people have their own dreams a dual-NCD scenario? No. films while managing and that there’s a certain age I may just put his seat away. their agency jobs... to chase a dream. People If I require it, I’ll bring it out That is almost like taking expected me to do something again. a sabbatical. Sumanto like this many years back; I (Chattopadhyay, executive had entertained the thought, There’s no denying the creative director, Ogilvy and then discarded it for life. fact that his absence might India) acted in a film. He was So in a way people like Kinu cause some of your clients out for one month. Then he (Abhijit) are doing what I did to think of moving out... came back in. But if he wants not do. SUSHIL KUMAR Some people can think of to do something like that on We’ve been talking about that. a continuous basis, then what it for nine months; I’ve been One way is - he was doing of the relationship he has But (for clients) it’s a happens? Then it won’t work reconciling slowly... I feel a well at Ogilvy. To give this with you? Would a larger, balance between having a big out. sense of loss at this point up for something is... well, regional role evoke a shop in which they have a If Balki says, ‘I want to in time. Of course, on a questions like, ‘Does he really different reaction? hero, and having a hero who teach at FTII (Film and personal level my relationship need to do this?’ come to No, it’s not about our still doesn’t have the large Television Institute of with him is for life, but the mind. For a long time he relationship. structure that is required for India),’ then he can’t have working relationship is has been saying, ‘I want to Will Rajiv Rao (national the brand. an arrangement with Lowe. ending and any discontinuity do this’ and I’ve been saying, creative director, Ogilvy A lot of Kinu’s clients have But if he wants to make a has its own sense of loss, ‘Why do you need to do this? India) join as NCD anywhere not met Rajiv... they’ll have to film every two years... that is which I will take time to get Think about it later. Hang in else? - Impossible. get to know one other now. acceptable. over. there.’ Will I ever accept the When people ask me to On the other hand, from position of chairman at any You’re doing a project for be a board member of any On one hand you want the perspective of a youngster, other WPP company? - No the power ministry with organisation, the first thing I what’s best for Abhijit but I’d say - ‘If you don’t do it way. Madison’s Sam Balsara ask them is, ‘How much of on the other, you want now, when will you do it?’ I have never given a and marketing consultant my time will that involve?’ what’s best for Ogilvy. There is no greater damn about regional jobs. Sunil Alagh. How difficult Didn’t his desire to quit retention than emotional Regional jobs are ‘distant’ is it to balance one’s What’s your message to pose a conflict of interest retention. These are not and ‘administrative’. The job ‘agency job’ with ‘extra- Abhijit’s team - people for you? Perhaps you people that you bargain becomes all about advising curricular’ interests? who’re likely to miss him would’ve worked harder at money, perks and positions and guiding. You then end Both Sam and I have worked around the office? retaining him if he wasn’t with. up becoming what I call a with the BJP, so it is like an I said, ‘Over the next six your nephew? ‘non-playing captain’ of the extension of an account. months, show me what you It is a bit of a conflict. It’s a For Abhijit, joining a rival team. And my boys don’t I am part of the committee have learnt from him. This is mixed bag. There are two agency as creative head seek that either. That’s not (the energy team) within your chance.’ „ ways of looking at it. is off limits. Is it because what they have learnt from my personal capacity, as an [email protected]

26 afaqs! Reporter, November 16-30, 2014 Yahoo brings it together. All the ad solutions you need. All in one place.

Premium • Audience • Native • Search • Video asia.advertising.yahoo.com ',*,7$/ LENOVO VIBE X2 #VibeUpMyLife with Lenovo #VibeUpMyLife was a 72-hour Art-a-Thon in which artists tackled challenges from netizens, in real time. News Bureau

enovo India launched its new smartphone Vibe X2 on November 6. To promote it, Lthe brand leveraged digital media and pop art. It also roped in a team of artists who accepted challenges from people, in real time (online); the efforts began three days ahead of the launch. The task was to add layers of excitement to people’s photos. Sandip Maiti chief creative officer, Experience Commerce, the digital agency that executed this campaign, says, “Everything about this campaign is a departure from convention. We invited artists from across India to join our team at the agency and “vibeupmylife” on Snapchat have fun working together.” The #vibeupmylife and subsequently ‘friend-and- campaign reflects our continued belief in engaging follow’ the artists through the course of the campaign. The brand also used mobile For the record, Vibe X2 is priced at Priced at `19,999 chat app Snapchat as one and Features 3G, 5.0 IPS LCD capacitive touchscreen, of the digital platforms to 13 MP camera, Wi-Fi, GPS, generate user engagement. Bluetooth. The VIBE X2 allows for the VIBE Xtensions with millennials using their digital vocabulary and that users will be able to pushing the envelope on innovation,” says Bhaskar attach to the smartphone. Choudhuri, director, marketing, Lenovo India. The smartphone competes The brand also used mobile chat app Snapchat with the Micromax Canvas as one of the digital platforms to generate user Nitro, Sony Xperia C, Moto engagement. This was done by creating ‘SnapChat X and XOLO. „ Stories’, wherein users were required to search for [email protected]

ZINDAGI A Strong Line-up The new shows are - Mastana Mahi, Badi Aapa and Aaina Dulhan Ka. News Bureau

indagi, the Hindi entertain- who possesses a rigid and dictatorial ment channel from Zee nature towards her family. The show ZNetwork, is set to launch is a narrative that showcases ‘Badi three new shows, the first of which Aapa’s perspective and also the per- is launching today. Titled ‘Mastana spective of people around her who Mahi’, the show will air at 10.15 pm. are affected by her decisions. Mastana Mahi will star popular Pakistani actors, Fahad Mustafa, Mehreen Raheel and Sajal Ali in a Last in the list is ‘Aaina Dulhan Ka’. “gripping” story of a carefree guy The show launches on November 10 Adil (Mustafa) who has found his at 8 pm. Starring Aamina Sheikh, life partner (Raheel) but is caught in Mehwish Hayat, Ahsan Khan and the myriad seas of politics as he hails Mikaal Zulfiqar, the show is about from a political family, the channel the consequences of expectations mentioned in a press note. and social pressures exceeding the ‘Badi Aapa’ launches on November institution of marriage. It follows 7 at 8.55 pm. The show, starring the lives of two granddaughters who Savera Nadeem and Noman Ijaz, explore the importance of money. „ is the story of Zubaida (Nadeem), [email protected]

28 afaqs! Reporter, November 16-30, 2014 ADVERTISING

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*Varies by industry and market. ,17(59,(: ANIKA AGARWAL> MARKETING HEAD, MAX BUPA HEALTH INSURANCE “In a push category like insurance, only BTL can lead to differentiation”

belong to SEC A and B. I differentiation can only The marketing don’t see that changing happen through BTL. Also, because we anyway cater to this category is very dependent head of Max Bupa those audiences. This year, on partners. A large part of Health Insurance we spoke to a lot of schools our sales - around 60 per and expect close to 5,000 cent - is done by our agents, speaks on how children to join the walk. who go and talk to their best to promote an customers. A big BTL drive What else can you tell us for us is our annual health insurance product. about your core TG? check-ups. Even before the By Sohini Sen A lot of older players in Walk for Health, we built the segment talk to B2B it up by going to parks and customers, like corporate asking people to register and groups. Our strategy is get health checkups done; to focus only on the B2C they are a ‘natural TG’. segment. We talk to large We spend around 8-10 per families and shape our cent of our marketing spends products in that manner; for on research. example, our product Family First covers 14 relationships What is the attitude under one policy. towards health insurance Our data shows that in semi-urban and rural typically it is the chief wage areas? earner who buys the policy. The customer needs to This bread winner is male be educated, yes, but the and is around 35 years of inclination to buy health age. But we don’t want insure insurance is probably just as only the chief bread winner. much as it is in metros. The We want to insure the whole challenge in semi-urban and family. Over 70 per cent rural areas is more in terms e caught up scenario, the role of activation healthy food’ but we did not of our products are family of ‘What is the right product with Ankita becomes paramount, we want to look at food because policies. to buy?’ because the buyer Agarwal a gather, through the course we are talking primarily to will probably be a bit more day before of an hour-long chat with male audiences. How do you prioritise your price-sensitive. standaloneW health insurance Agarwal. Edited Excerpts. ATL and BTL efforts/ The other challenge we player Max Bupa Health In what way has the profile spends? face in these areas is that of Insurance geared up for the It has been three years of the participants of Walk Right now, around 20 per a highly fragmented hospital third edition of Walk For since Walk For Health For Health evolved over cent of our marketing budget network. We have a telesales Health, its annual brand was launched. Specifically, three years? goes into BTL activities. department through which property. what purpose does this In the first year we got about During our first two years we sell insurance policies The BTL event, in which event serve? 18,000 participants in Delhi, in the market, we used a lot of over the phone, in more than the brand literally gets people Insurance is still mistrusted. Mumbai and Bengaluru. The TV - probably 60 per cent of 60 cities. So, while there is to congregate and well, walk, So a large part of brand next year we chose Delhi and the marketing budget. Around mistrust, there exist people took place on November 9 in building is about building Mumbai, because we wanted 20-30 per cent was spent who buy their policies over Mumbai and Delhi. trust. One has to grow the to focus on metros that have on radio and print. A very the phone. When Max Bupa Health category and, at the same time, the most sedentary lifestyle, small amount was kept for Insurance entered the market build trust for the category. where work pressure is high digital and BTL. But now that What are the biggest five years back, it was the Look at the marketing spends and where people don’t get awareness around the brand challenges of marketing a 22nd player to do so. Today, in the health insurance time to exercise; we got has shot up, we are slowly health insurance brand? it competes with 26 brands, category - we don’t have large 20,000 walkers that year. reducing our dependence on Earlier, insurance ads were is ranked No.7 in the B2C brand building budgets like Our research around these mediums (TV, print) about scaring people into private health insurance sector FMCG or telecom players walking patterns shows that and building conversations buying policies. When we (which includes standalone as do. So if we have to sell health over 50 per cent of the people through BTL and digital. launched, most brands were well as consolidated players) insurance, we must sell it in Delhi and Mumbai like to For instance, we are doing saying, ‘You will lose your and is one of the top three as not just as an insurance walk with their families. a Google Hangout activity peace of mind if you don’t media spenders in its space. commodity, but as a product The profile of the with fitness expert Mickey have insurance’. Now, focus Agarwal approaches health that really takes care of your participants has evolved, yes, Mehta who will speak about has shifted to the concept insurance as a “sunrise sector”, health. but there hasn’t been a drastic how health affects your mind, of taking responsibility. We the market penetration of A lot of brands take up change. One change is - we body and soul. don’t want customers to buy which is as low as five to six the ‘eating space’ by saying, now see more groups coming In a push category like policies out of fear. „ per cent in India. In such a ‘I want to give your family in. Primarily, our participants health insurance, brand [email protected]

30 afaqs! Reporter, November 16-30, 2014

0(',$ EPIC CHANNEL Mahesh Samat’s ‘Epic’ Run A new Hindi entertainment channel (HD), goes on air from November 19. News Bureau

pic Television Networks has announced the launch of India’s first genre-specific EHindi entertainment channel. Called Epic Channel, it will be launched on November 19. News of this launch first broke in May last year. However, the company was not able to obtain the mandatory license from the Ministry of Information and Broadcasting (MIB) until recently. The channel finally received a nod from the Ministry in September this year.

Pankaj Parashar, film and television director, is of original content starting at 8 pm. working on a comedy show for the channel. When asked about the target audience, Samat says that the channel is for “everyone” in the fam- THE CONTENT... ily. “I am not pushing for appointment viewing, pic will air action, drama, comedy, supernatu- but yes, I want to be a part of the basket of shows Eral and narrative content - both fiction and the viewer wants to watch.” non-fiction - set in India’s historic and mytho- The shows will be finite, limited-ending ones. logical eras. “The take, however, is contemporary Each episode (in most of the cases, at least) will be and modern, as compared to other shows in these a new story. Some of the shows in the program- THE TEAM... genres on exisiting entertainment channels,” clari- ming line-up include Dariba Diaries, Dharma aunched by former Disney India managing fies Samat. Kshetra (produced by Bolt Media) and Siyaasat. Ldirector Mahesh Samat, who is now desig- The channel, to start with, will have around nated as founder and MD of Epic Television, the 13-15 weekly shows, most of which will be hour- DISTRIBUTION AND MARKETING channel has received substantial investments from long. On weekends, the channel will air films that pic Television has signed a distribution industry biggies like Anand Mahindra (who is are in sync with its core proposition. On weekdays, Eand syndication deal with IndiaCast. The backing the channel in his personal capacity), the channel will air around two-and-a-half hours channel is in conversation with all major DTH Mukesh Ambani and Rohit Khattar (who is also players, and cable operators in the DAS area. chairman of the company). The channel has not got any advertisers on Ravina Kohli, former TV head at Yash Raj board yet. Mass media promotions will ensue Films, has been appointed as creative head of the “I want to be a part shortly; agencies are in the process of finalising channel. Aparna Pandey takes charge as business details of the campaign. The biggest push will head and is also managing marketing and ad sales of the basket of be on digital, a platform on which the channel through Helios Media (an integrated ancillary shows the viewer has already begun working towards engaging service company for television broadcasters), that wants to watch” with prospective viewers. Madison Media is won the duties last month. the channel’s media agency, while Dynamite MAHESH SAMAT Manish Thukral is chief financial officer while has done the packaging. The creatives has been Niharika Kotwal is in charge of production and taken care of by an in-house team. „ technical aspects. The team will report to Samat. [email protected]

0 afaqs!afaf qs!q ! Reporter,ReR porp tter, NNovemberovembeb r 16-30,16-36 30,0, 20120220140 1 4

,17(59,(: “When it comes to the luxury category, Chennai and Mumbai are at par”

What is TAG Heuer’s approach to mass media PUNEET SEWRA> MARKETING DIRECTOR, TAG HEUER advertising? It’s not like we don’t Sewra speaks about how a luxury brand like advertise on TV; we do. But we’re not overtly present Tag Heuer is creating its market in India. on TV, because when we’re By Ashwini Gangal talking to a ‘luxury audience’, there’s a lot of pilferage of ecently, TAG the entry level price band in my marketing dollars that Heuer revived a the luxury category. We want happens on TV. global ad campaign to expand this ‘premium Only around 10 per that was first category’. cent our media budget is Rlaunched by TBWA in the Premium, to me, is a rung earmarked for TV. Print has early 1990s - ‘Don’t Crack below luxury. To put a figure the lion’s share, with over 50 Under Pressure’. Locally, the to it, a watch worth `30,000- per cent. Digital is at around campaign features Bollywood 40,000 is what I consider 10-15 per cent. actors Shah Rukh Khan and premium. Below premium Ranbir Kapoor across print, lie ‘fashion brands’ like Fossil, How has TAG Heuer’s outdoor and digital media. A DKNY, CK ... these are not media mix evolved since it TVC is on the cards too, but, watch manufacturers. A guy entered India in 2002? interestingly enough, it won’t who knows the business of Earlier, like most luxury feature either star. watch making would never brands, we used to advertise In India, TAG Heuer buy a watch sold by a fashion a lot in magazines. But over competes with brands like brand. the years, while our magazine Omega, Rado and Rolex. Our product offering starts spends haven’t gone down, “No brand in the luxury with Formula 1, then there’s our spends in newspapers segment has a strong tagline. Aquaracer, then it moves have gone up. The magazine We don’t have a ‘Just Do It’ to Carrera, and then there’s segment has not really grown in this industry,” says Puneet that much in India. Moreover, Sewra, marketing director, from non-metro India? while magazines give you the TAG Heuer. Edited Excerpts. There definitely is growth right ‘environment’ for your potential in the non-metros ad - I’d love to be present in a Today, most brands are but as of now, business for GQ or a Vogue, for instance - targeting a younger TG. Is the luxury category comes they don’t give reach. TAG Heuer doing so too? mainly from the main cities. We are increasing our Yes, the brand is Many of the multi-brand presence in some mini- undergoing a transformation. outlets (MBOs) that are metros. This is partly the We’re talking to a younger opening up in Tier II cities reason our media plans have audience between 18-35 sell premium - not luxury changed of late. If I have a years. Though 18 year olds - watch brands. There’s still boutique in Jaipur, I have may not be able to buy the time for luxury watch brands to advertise in a leading product, we want to create an to move into tier two cities. Jaipur newspaper because aspiration for the brand such Having said that, I’ll add not everyone in Jaipur reads that they will want to buy it - there are certain cities that Vogue or GQ. whenever they can afford it. have always had the wealth Though not an ‘actual buyer’, Link and Monaco. Carrera is - those who spend `3 lakh+ for luxury brands. Take Could the shift from the 18 year old is what we call by far the best seller, followed for a watch - do so because Coimbatore, for example. magazines to newspapers our ‘preferred buyer’. by Aquaracer. Going forward, of Shah Rukh Khan. People Even though it is a very small be a reflection of the way Even the 21-22 year old, we do not plan to reduce our often come into my store and city, it has a lot of potential. in which luxury has gone who may lack purchasing share of Carrera; we plan to ask for ‘the watch Shah Rukh A lot of luxury watch brands mass in India? power, is a strong ‘influencer’ increase our share in Formula is wearing on that hoarding’. including Rolex, Omega I’d put it differently, though in his/her family and is 1 and Aquaracer. Our younger audience - and TAG Heuer are retailed - luxury has become more capable of making/changing guys in their late 20s, in good there. affordable and accessible. the purchase decision. India is the only market positions, those who have Even Chennai. Though A couple of years back one in which TAG Heuer been earning well for the past it’s not a small city, for most would think twice before Does this transformation is endorsed by two two years - tend to look up to brands in general, Chennai shelling out one lakh rupees reflect in your pricing? celebrities. Evidently, the someone like Ranbir Kapoor. doesn’t really feature in the on a luxury watch... but not No. It’s not like we’re two belong - and appeal They’re the guys who’re list of ‘top three cities’. But these days. getting into a lower price - to a markedly different likely to buy a Formula 1 or when it comes to the luxury A few years back ‘luxury’ range. While the chunk of the demographic... an Aquaracer. category, Chennai certainly meant a store in the boutique business still comes from our There’s no research to features in the top three! In of a five star hotel, but now it `2 lakh+ pieces, we have seen prove it but I would love to How much of this fact, it is pretty much at par has now moved to a mall. „ a lot of growth potential in believe our Carrera buyers newfound young TG hails with Mumbai. [email protected]

34 afaqs! Reporter, November 16-30, 2014

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Post: Media Manager - proactive client servicing executive relationship and Developing good Post: Digital Marketing Manager International Media to interact with client’s, Providing presentations, costing, checklists. Company: Grasshoppers India Pvt. Company: Global Media Network advertising solutions, suggesting Exp: 3 to 8 years Ltd. Profile: To work on media plans brand enhancement solutions to Location: New Delhi Profile: Candidate will be for clients and liaise with clients clients. Excellent written and oral Email: mail@designworkshop. responsible for lead generation, and international publishers. communication is required. co.in new business and creating Should have experience in Exp: 1 to 3 years ...... market opportunities for online the media buying industry. Location: Mumbai communication business and Knowledge of MS Excel will be Email: keyur@samkitadvertising. Post: Copywriters / Ideators Researching and identifying preferred. com, samkitadvertising@yahoo. Company: Synapse Marketing prospective clients. Exp: 3 to 6 years com Consultancy Pvt Ltd Should have sound experience of Location: Gurgaon ...... Profile: To work with the creative planning, developing & executing Email: [email protected] team right from conceiving digital marketing strategies...... Post: Social Media Manager ideas to writing copy to final Exp: 2 to 4 years. Company: Vermillion presentation Location: New Delhi Post: Media Manager Communication Pvt. Ltd. Exp: 2 to 5 years Email: [email protected] Company: Conquest Profile: Must have digital Media Location: Mumbai ...... Communications Pvt. Ltd. knowledge, Should have pleasing Email: [email protected] Profile: Media Planning, Media personality and Good Presentation ...... Post: Copywriter Buying and liaison with media Skills. Company: Greyapple Advertising experience is a must.Candidate Exp: 2 to 6 years. Post: Client Servicing Executives Services Private Limited must have good written and oral Location: New Delhi (Offline / Online) Profile: To Conceptualise and communication skills. Email: [email protected] Company: Pinxit Blue Advertising write copy for ads, brochures, Exp: 3 to 6 years ...... Pvt. Ltd. websites, social media etc.To Location: Gurgaon Profile: Must be good at creating Brainstorm ideas with other Email: [email protected] Post: Senior designer / Art and conducting presentations members of the creative team...... director and ready to work in a team and Exp: 0 to 2 years. Company: Nu Branding Knowledge of handling varied Location: Bangalore Post: Sr. Copywriter Profile: Nu Branding is looking social medias would be an added Email: [email protected] Company: Thoughtrains Designs out for a candidate with strong advantage. Pvt. Ltd motivation to generate fresh Exp: 1 to 5 years Profile: Senior Copywriter should ideas. Candidate should be able to Location: Mumbai have the ability to think out of work independently on different Email: apply.pinxitblue@gmail. Box. Should be able to write projects from concepts to finished com / [email protected] creatively on a topic. work...... Exp: 2 to 6 years Exp: 3 to 9 years (9(1*22'&$1! Location: Navi Mumbai, Vashi Location: Gurgaon Post: Visualizer Emai: [email protected] Email: [email protected] Company: Paramount Vision *(7%(77(5 ...... Profile: Responsible for creating original designs for the demos/ Post: Visualiser Post: Sr. Copywriter client presentations based on the Company: Avyaya Company: Phonethics Mobile brief and target market.Multi-task Communications Pvt. Ltd. Media Pvt Ltd. and prioritize projects to meet TO ADVERTISE, CONTACT: Profile: Candidates should Profile: You should be a visual deadline. 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To view other jobs in Marketing, Post: Client Servicing Executive firm. Exp: 4 to 5 years. Media and Advertising, log on to: Company: Samkit Advertising Profile: Interacting with the client Location: Mumbai www.jobswitch.in Profile: Samkit Advertising is for all formalities of signing Email: [email protected] Join us on : facebook.com/jobswitch looking for young, dynamic and the contract, and starting the ......

36 afaqs! Reporter, November 16-30, 2014

3(23/(

A round up of some major people >> MOVEMENTS/APPOINTMENTS<< movements in the last fortnight ADVERTISING MARKETING under Hemrajani The Leo Group wality has formed a new business trans- Shas retired as MD has appointed Kaizad Kformation team to emerge as the premier of Times Innovative Pardiwalla as COO player in the country’ dairy segment. It has Media after joining of one of its group appointed Nawal Sharma and Ateet Gaur for the company in 2007. companies, Orchard this endeavour. Hemrajani has 35 Advertising. He Sharma’s experience spans 23 years, of which years of experience in will be based at 11 were with the Reliance ADA Group as VP sales, marketing and their head office in and national head customer interface while general management Mumbai. Gaur has over 20 years’ experience in sales and functions in leading Pardiwalla has over marketing.

companies like SUSHIL KUMAR 18 years of experience Hindustan Unilever, SUNDER HEMRAJANI KAIZAD PARDIWALLA in the business with Whirlpool, PepsiCo, the last three being at Reliance Capital and Times.Prior to joining Grey where he ran the Mumbai operations. Times Innovative media, he was president, He has worked at Lowe Lintas and OgilvyOne distribution at Reliance Capital. Worldwide. „

MEDIA astern Media has promoted She will be responsible for driving EMonica Nayar Patnaik as MD the agency’s digital creative and NAWAL SHARMA ATEET GAUR of the company, which has brands services division, nationally. Prior to such as Sambad, Radio Choklate and this, Sinha was with Hansa Cequity UrbanLadder.com has appointed Manu Kanak TV. She has nearly 18 years as strategic account director. Prasad as director of brand marketing. Prasad of experience and was the founder Zee Entertainment’s English will report to Rajiv Srivatsa, COO and of the group’s radio arm Radio Cluster has appointed Ali Zaidi as co-founder, Urban Ladder and will be a part of Choklate. The other appointments deputy business head of Zee Studio the senior executive team. include Tanaya Patnaik’s promotion and Zee Cafe. Previously, he was In 2013, GroupM hired Prasad as social as executive director, Eastern Media. cinema cluster head, ad sales, ZEEL. media head for the South. Based in Bengaluru, She was previously director, Kanak MONICA NAYAR PATNAIK Sharlton Menezes, marketing head Prasad reported to Karthik Nagarajan, national TV, Eastern Media. of English GEC Zee Cafe, has been head for social media. Prior to GroupM, Prasad Soumya Ranjan Patnaik continues given additional responsibilities. He was the head of social media with online retailer to be the CMD and editor, Sambad. K K Mohapatra will now head content for Zee Cafe as well as for Myntra.com. He comes with almost a decade continues to be the chief operating officer and English movie channel of experience in traditional and digital brand Rajeev Srivastava as the chief marketing officer. Zee Studio. management, having worked on consumer Vivek Law, editor of Bloomberg TV India, has Menezes replaces (WorldSpace) and media brands (MidDay, put in his papers. CNBC’s Siddharth Zarabi has Sonal Khanduja, former Times Group) and been appointed as executive editor to take over the content head of Zee handled all aspects of duties from Law. Cafe and Zee Studio. brand communication Zee Entertainment Enterprises (ZEEL) has Khanduja has joined (strategy, media appointed Sunil Buch as chief business officer Times Television planning, advertising, (CBO). Before joining ZEEL, he was business Network (TTN) digital marketing). head of Reliance Own as vice president, In the recent past, Retail at Reliance programming, English he headed the social Communications. Entertainment cluster. media function for AMIT SHARMA Affle, a mobile apps Essel Vision Myntra. During his and ads as a service Productions has two-year stint, Prasad (MAAS) company, appointed Partha Thakur as its non-fiction had worked on a social announced the programming head. strategy built around MANU PRASAD appointment of Amit The non-fiction content vertical of the business outcomes Sharma as the managing production house has been working on projects connected to brands, customer connect, director of Affle for Zee. The company is looking to position itself products and acquisitions. This involved Appstudioz, mobile as a one-stop shop for all film, television, digital, building brand credibility on various social apps and analytics events and IP-related platforms through specific content strategies, SUNIL BUCH platform business. services, which it will launching a fashion blog, evolving a process for Zee Entertainment produce, co-produce, quick resolution of customer issues on social Enterprises (ZEEL) has appointed Monojit market and distribute. channels, social integration at a product level Indra as the chief commercial officer, a position Prior to joining and achieving revenues from social platforms. previously occupied by Romil Ramgarhia, who Essel, Thakur worked Sportskeeda, an all-sports portal has quit in August to join BARC. Indra has moved to with companies like appointed Shard Sharma as its vice-president ZEEL from Marico. Wizcraft Television, of sales and marketing for its Indian as well as Deepak Garkhel, who was the national Miditech Productions, international markets. Sharma has more than 14 operations head at Millward Brown, has been Optimystix years of experience, having worked previously appointed to head the operations of Ipsos in India. Entertainment, with Rediff.com, Sify.com, Moneycontrol.com, BC Web Wise has announced the appointment Searchlight Productions Webdunia.com, Zee Network and Reliance PRADNYA SINHA of Pradnya Sinha as vice president, client servicing. and MTV India. „ (Zapak). „

38 afaqs! Reporter, November 16-30, 2014