September 16-30, 2016 Volume 5, Issue 7 `100

INTERVIEW 8 PRASANTH KUMAR CEO, Mindshare, South Asia

ADIDAS 16 Braving all Odds The brand comes up with special edition shoes. 6

SONY MIX Singing Along Support for musicians who have been forgotten. 22

ICICI LOMBARD

Subscriber copy not for resale Subscriber copy not Keeping the Promise Health solutions to make “WE’RE NOT ONLY you sit up.

EMVIES A MEDIA BUYER” Winners 18 MOVEMENTS Mindshare’s South Asia CEO says awards motivate Who’s Where 24 his teams to keep getting it right. CAMPAIGN TRAIL New Ads 26

Cover Story Powered By: editorial

This fortnight... Volume 5, Issue 7 EDITOR ypically, at the Emvies, an Ad Club-organised annual awards show for media Sreekant Khandekar T planning and buying agencies, most of the photographers and photojournalists PUBLISHER September 16-30, 2016 Volume 5, Issue 7 `100 start identifying groups of people wearing purple, and related hues, before it gets Prasanna Singh INTERVIEW 8 PRASANTH dark. Why? Because it’s easier to get those candid, celebration-themed pictures if one EXECUTIVE EDITOR KUMAR CEO, Mindshare, Ashwini Gangal South Asia knows which section of the room the winning team is huddled around. Oh, did I ADIDAS PRODUCTION EXECUTIVE 16 Braving all Odds The brand comes up with mention? Team Mindshare wears purple to award shows. Such is the anticipation of special edition shoes. Andrias Kisku 6 the agency’s victory, among members of the press, thanks to a barely blemished track ADVERTISING ENQUIRIES record. Shubham Garg 81301 66777 (M) SONY MIX Singing Along Support for musicians who have been forgotten. Less than a fortnight ago, Mindshare won the ‘Media Agency of the Year’ title at Apoorv Kulshrestha 22 9873824700 (M) the Emvies, yet again. The anticipation runs thick even within the agency’s corridors Noida and cabins of the upper echelons. Sample this: In June this year, I went over to the Nikhil Jhunjhunwala ICICI LOMBARD

Subscriber copy not for resale Subscriber copy not Keeping the Promise Health solutions to make 9833371393 (M) “WE’RE NOT ONLY you sit up. Mindshare office to interview Prasanth Kumar, the agency’s South Asia CEO, after EMVIES Mumbai A MEDIA BUYER” Winners 18 MOVEMENTS Mindshare’s South Asia CEO says awards motivate Who’s Where 24 his team’s edgy 6-Pack Band campaign for HUL won big at Cannes. his teams to keep getting it right. CAMPAIGN TRAIL [email protected] New Ads 26 Cover Story Powered By: MARKETING OFFICE After the meeting, while saying our formal goodbyes, PK, as he is fondly known, B&B Genesis, A 12/13, Ground Floor, Sector - 16 and I, were wondering, aloud, when this publication will interview him next. “See Noida - 201301 you later this year…when we win the Emvies…” are some of the words I remember. I had the absence of mind to jump in and say, “You mean, ‘If you win’…” To that, MUMBAI 302, Makani Center, 3rd Floor, he just smiled. That’s confidence. Off Linking Road, Bandra (W), Mumbai - 400050 PK is very cognizant of his power to influence. These titles, he tells us, during SUBSCRIPTION ENQUIRIES the course of this interview, bring with them pride, motivation and most importantly, Akhilesh Singh responsibility. So seriously does PK take his role of market leader and victorious [email protected]

influencer that he approached each question of ours with a broad, general, the- Owned by Banyan Netfaqs Pvt Ltd and industry-is-reading-this kind of view and categorically refrained from giving us any Printed and published by Prasanna Singh, strong – how should I put it? – PK-flavoured opinions. at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063. But so be it. We are grateful he took the time to meet us and pose for our camera on a Sunday morning. Printed at Cirrus Graphics Private Limited B-61, Sector 67, Noida (U.P.), 201301

Ashwini Gangal [email protected] CONTENTS 21 21

OBITUARY MASTERCARD-HDFC Nalesh Patil Celebrating HERoes Gangadhar Menon pays Cardholders can submit inspiring tribute to his partner. stories about their heroes and get prizes. 11 12 18 20

GOLD FOGG TEACHERS’ DAY MTV BEATS-COLA VIO POPULAR ADS Energetic Effort Paying Tribute Humming a New Tune Youtube’s Hits Here is a drink that could Brands acknowledge the role A Bollywood focussed station Ranveer Ching’s return is the give an adrenaline rush. of teachers. that will play Hindi songs. story of the month.

afaqs! Reporter, September 16-30, 2 0 1 6 5 media publishing SONY MIX Singing Along Sony Pictures Networks India has launched the initiative DHUN to support musicians who have faded into oblivion. By News Bureau

id you know that C V L Srinivas, Anupriya Acharya, DShashi Sinha, and Vikram Sakhuja can sing? Well, they are big names in the world of advertising, and are brand custodians and masterminds of media planning in India. So, why have they picked up the microphone? In a rare gesture, Sony Pictures Networks India (SPNI)’s music channel Sony Mix, on the occasion of its fifth anniversary, has launched DHUN, an initiative to help and support lesser known Bollywood musicians, who today, for reasons of illness, or lack of work due to the advent of technology into the world “The brands, with their of Bollywood music, have passed into oblivion and live in penury. support, can take the As part of the initiative, the and marketing industry rather than friends from the industry who will initiative to a new level channel will donate `10 lakh to get a popular face as ambassador. In help us reach out to the brands of and that is why we one such musician every year. “We order to promote it, the initiative’s which they are the custodians. The have associated with CMA (Cine anthem ‘Jab Dhun Baje’, will be aired brands, with their support, can take decided to make the Musicians Association) which will on all SPNI channels. the initiative to a new level and that video involving them identify and shortlist such musicians, ‘Jab Dhun Baje’ stars Srinivas, is why we decided to make the video one of whom will be supported every chief executive officer, South Asia, involving them,” says Vyas. until Sony Mix exists.” year until Sony Mix exists,” says GroupM, Sakhuja, Group chief Going a step further to help such NEERAJ VYAS Neeraj Vyas, senior executive vice- executive officer, Madison Media and unknown musicians who dedicated president and business head - Max OOH, Sinha, chief executive officer, their lives to music, Sony Mix has also Cluster and Sony Mix, Sony Pictures IPG Mediabrands, Sandip Tarkas, joined hands with the crowdsourcing were animated characters cracking Networks India. “And, we are starting chief executive officer, sports, media, platform Ketto.Org, co-founded by jokes, and several other elements with ‘dholak’ player (percussionist) and special projects, Future Group, actor Kunal Kapoor, to raise funds that had nothing to do with music. Roshan Ali,” adds Vyas. Amin Lakhani, leader, South Asia for SPIC MACAY. The funds raised We, therefore, decided to dedicate a Ali, who has worked with almost Mindshare Fulcrum, Acharya, chief will be used to empower and educate channel to music, and told ourselves all the music directors in Bollywood, executive officer, Publicis Media people. that we will not air more than 10-12 but was never mentioned by any India, Shuchi Singhal, senior general “This is just the beginning of the minutes of advertisement per hour. of them or by the singers ever, and We did so for five years, and will whose name, if it at all appeared, continue to do so,” informs Vyas. was on the credit roll of a film at the As part of the initiative, the channel will The advent of digital was end of a film by when the audience donate `10 lakh to a musician every year. considered to be a major threat for would file out of the theatre, was the music broadcast genre as well. struck with paralysis. With that, his Streaming platforms such as ‘Saavn. career came to a halt, and he lost his manager, marketing, Idea Cellular, initiative; there is much more that com’ and ‘Gaana.com’ came in with source of income, plunging him into Harish Shriyan, chief operating can be done. We are not saying that a huge music library to cater to music a state of misery and poverty. Like officer, Omnicom Media Group we will change the world with this fans. But, Vyas feels that there is no him, there are several Roshan Alis India, Sonal Dabral, chairman and initiative. But, this is our way of threat for the genre as both digital who live in a state of penury today. chief creative officer, DDB Mudra giving back to music which we love and TV can coexist. No one remembers them and they Group India, Rohit Gupta, network and live by,” Vyas asserts. It now remains to be seen if this have passed into oblivion. sales president, SPNI, and of course, Sony Mix started its journey new melodic avatar of our advertising In order to generate awareness Vyas. in 2011, a time when Vyas feels honchos manages to popularise the about the initiative, Sony Mix, has “All that you see in the video is everything other then music was initiative and serves its purpose to created a music video involving the absolutely real and not just lip sync shown on music channels. “There extend help to our unsung artistes. n who’s who of the media, advertising, or dummy movements. They are was very little music. Instead, there [email protected]

6 afaqs! Reporter, September 16-30, 2 0 1 6 ABP ASMITA FINALLY A NEWS CHANNEL THAT CAPTURES THE TRUE SPIRIT OF GUJARAT

India’s leading News Network digital ADIDAS Braving the Odds ‘Odds’ is the name of adidas’ special edition shoes for para-athletes . By Suraj Ramnath

Odd isn’t it? For a man to run when Veneet Bagga, director and founder, until the last. It is not easy if you are technically he shouldn’t even be walking. Onion Films. The voiceover is that not an intelligent guy and especially To compete in a Marathon on one leg, of Bollywood actor Kabir Bedi. if you are not a model,” he says. when really he should be sitting at home While Isobar is the brand’s digital Talking about his challenge, and watching it. agency, Carat handles media for it Bagga, who has directed the film, To have a head that thumps louder than We asked Santosh Padhi, aka says, “For me, the challenge was to the heart. Paddy, co-founder and chief creative get a sense of realism, as well as have To survive death in a war and still have officer, Taproot Dentsu, how the cinematic appeal. It should look like a war to fight. agency convinced India’s first blade- a legend, and yet real. I spent two- So odd to have shrapnel cutting through runner and war hero D P Singh to be and-a-half weeks with Major Singh. your body and a blade cushioning the a part of the film. I went to his house, was running thrust. “When we told Major (D P) with him in the morning, got his old To bear his pain while his wounds are Singh that we wanted to honour pictures, and got to know he has an covered in bandages, yet keep going. the community of para-athletes on army uniform that he wears once in a To risk the other to make up for the one the occasion of Paralympics, it was while for the sake of nostalgia.” that’s already gone. quite obvious that both parties were We asked Kailash Surendranath, To do with one what seems impossible thinking alike. We met him and “It wasn’t as easy as ad film maker and founder of the even with two. explained the campaign and let him it looks in the film. film production company Kailash To run against all odds to prove that know that there would be a brand Picture Company, on how difficult nothing is odd. association without which the story We shot for three he thinks the execution of such films Odd isn’t it? would not be complete. We also consecutive days, from are for the production house and the To run on even grounds, uneven roads, explained that his wouldn’t be the director. even hurdles, uneven stakes, even starting only face in the film and that there 4.30 am until 8 pm.” “This is a film on a real-life hero, lines, uneven goals, even steps, uneven feet will be more such athletes. It wasn’t a SANTOSH PADHI and it works really well because it And to do it all no matter what difficult task for us to convince him, never, for a moment, allows us to He has evened out the odds. and we did in an hour’s time,” says feel sorry for him, but leaves us The question is, have we? Paddy. understands our industry and things inspired. Major Singh comes across adidas Odds. “But, the athletes were spread such as retakes. We made him run as a braveheart,” says Surendranath. An even pair of two lefts or two rights for across different cities and we wanted on some really odd surfaces such as In his opinion, another key those who run against the odds. all of them in Mumbai, Bengaluru, mountains and muddy roads, but consideration in a subject like this or Delhi. Unfortunately, it didn’t since he had been a part of the army, is to make sure that the audience is dds’ is a special edition pair happen. We spoke to five people, he would take it up as a challenge and not subjected to any harsh images. of shoes created by adidas but there was scarcity of time as we do it seamlessly,” he adds. “This aspect, too, has been handled Oas a mark of tribute to para- wanted to hit during the Paralympics According to Paddy, although it well, despite the prosthetic leg. The athletes across the world. It is a week.” he says. was the first time for the Major, and images are well-lit, composed, and set unique pair of shoes which are either in visually pleasing locales,” he adds. two lefts or two rights for those The ad features Major D P Singh, India’s According to Surendranath, athletes who defy all the odds in life. adidas’ ‘Odds’, has a limited market To promote the same, the adidas’ first blade-runner and a war hero. and is not a commercially viable new digital campaign ‘adidas Odds’, product. “But, the film does its conceptualised by Taproot Dentsu, Talking about the challenges he was not a model, he maintained job by building an image for the was recently released simultaneously faced, Paddy says, “It wasn’t as easy as himself throughout the film as an brand associating it with bravery, during the Paralympics at Rio de it looks in the film. We shot for three intense, dedicated and passionate effort, and heroism. A brilliantly Janerio, Brazil, which ended on consecutive days, from 4.30 am until runner whose mission in life was conceived product range by adidas September 18. 8 pm. We were lucky that we had to run on uneven surfaces. “That for this brilliantly executed film,” The film has been produced Major Singh as our protagonist. He is intensity was captured by the director says Surendranath. n by Nomad Films and directed by a humble man and more importantly, quite well right from the first second [email protected]

8 afaqs! Reporter, September 16-30, 2 0 1 6

advertorial

CYRUS OSHIDAR “Most of our content is left on centre” yrus Oshidar, MD & Chief Creative 101India boasts of a variety of stories from Officer, 101India.com, has been credited ‘the history of weed’ to ‘how to date in Cwith many youth-oriented shows and Ladakh’. How do you define this variety? setting up MTV as a cool brand in India. In a We live in a bhelpuri culture and the internet candid conversation with Sudipto Adhicary of likes snacks content too. So we offer range afaqs! Oshidar talks about his latest venture, and and also depth where needed. The website has how it is aimed at the urban English-speaking longer content and the social media platforms millennials who are looking for differentiated are more snacky although the core content is and quality content. Edited excerpts... very 101India. Plus ours is a culture bursting at the seams with amazing stories yet we tend to How did the concept of 101India come into see only one kind on video. So, in our ‘Love and being? Sex’ section, for example, we have a story about Many of us here were previously in MTV. We an HIV positive couple whose spouses died but understand youth brands, show development they found love again with each other. Isn’t this and the language of young audiences. We a real and more powerful love story? Our stories realised that it was difficult to build a brand are quirky and diverse - just like our country. online because of the way people consume Our presentation is urban but the perspective is content. Most people just snack in and out of pan- Indian. content now. But if we could create a place with differentiated content range of relevant engaging Why did you choose to have more video pieces where audiences stayed a little longer, we content than blogs and write-ups? Are would have a good shot at building an online there any plans to include new formats content destination. We started with simple of storytelling such as virtual reality and short people stories and now have a broad range 360-degree? of formats and IPs. In the long run, we want to primarily be a video platform. Video is consumed easily and What is your take on branded content? People are tired of on-the-go. And with the advent of 4G, it will How do you maintain a balance between be consumed more. That’s why we do more being a platform for branded content and watching ads because of video content. But we won’t stop with the a storyteller? editorial. Some stories do better in an editorial Indian brands are still too much in love with it is just a piece of than in videos. We’ll do other formats also but themselves. Some have abandoned the 30 second in a big way and not for the sake of it. We are ad but replaced it with a 30 minute one! Which salesmanship. However, currently shooting a 360-degree action piece. just doesn’t cut it I’m afraid. Young people are far they liked the emotion too discerning and have many different things to 101India has a unique blend of filmmakers, do with their time and many different content behind an ad. bloggers, animators, and designers. How do options to watch across multiple platforms. So you leverage this mix? brands need to be engaging and tell real stories. The reason for choosing such an interesting Audiences consume people stories more than more and worked with leading youth brands as mix of people for 101India comes from the product stories. The need of the hour is to create well as publishers like The Times Of India. ‘bhelpuri’ culture I mentioned earlier is an engaging story where the brand is smartly represented in our team and also in our content. woven in. This is the real challenge for Branded 101India is aimed at connecting with the My team has members from the advertising Content and although we try its still hard work urban youth. Why not the youth of tier 2 world, television, and the Internet. We have a because most brand managers are insecure or and 3 cities? rich mix of storytellers who can tell their stories just ticking boxes for their appraisal time! Our content platform caters primarily to across platforms and formats. 101India is a dual property: We have our this audience. These are the young Indians we own content platform and IPs for which we feel are actively looking for new stories away For 101India and you, what matters more: are happy to have sponsors and then we also from the mainstream. It’s just that our platform numbers or quality of content? run a branded content agency - take briefs from content is more focused on a specific audience Initially, quality. If you build a powerful clients and offer smart brand solutions driven - as it should be . Most of our content is a bit brand then people will come to you in the longer by interesting content. For these clients we left of centre. For example we are less interested run, so will the reach .We are a people’s brand create the package agnostic of our platform i.e. in the big celebrities of Bollywood and more in ultimately but we have chosen a space which we conceive, create and execute a 360 degree their duplicates, and the fringes of Bollywood as appears more niche compared to what else is out package woven around branded content pieces we feel the really powerful stories reside here. there but is actually not because human stories because we understand content. Our team has We are a niche brand but the niche is large are universal. n helped build MTV, Nickelodeon, Zoom and enough. [email protected]

10 afaqs! Reporter, September 16-30, 2 0 1 6 advertising GOLD FOGG Energetic Effort The beverage brand launched a campaign titled ‘GOLD FOGG Energy Drink... #RappaRap’. By Sunit Roy

ith the aim to tap the energy drink market in WIndia, which is currently at a nascent stage, but with a huge potential for growth, R Z International launched ‘Gold Fogg’, an energy drink, in February 2016. The beverage brand has now come up with its maiden ad campaign featuring brand ambassadors Sunny Leone and Jackky Bhagnani for the product. The campaign titled ‘GOLD FOGG Energy Drink... #RappaRap’ narrates the story of today’s youth, “We opted for Sunny played by Leone and Bhagnani, who Leone as our brand are planning their ideal date. To ensure Bhagnani’s parents are not at The energy drink market in ‘Youngistan’, inspired youngsters to ambassador as she home, he replaces his father’s cold India is currently dominated by lead their lives their own way, we perfectly suits our drinks with Gold Fogg energy drink Red Bull. Other players in this wanted to play on that.” so he (the father) feels refreshed and space include Coca-Cola, PepsiCo, Available in 250 ml and 300 ml brand tagline ‘Live energised after a long day at work and Monster Beverage, Spitz KG, Hector ready-to-serve packs, the energy Your Way’.” plans an outing with his (Bhagnani’s) Beverages, Heinz India, Bisleri, drink is developed by using mother. The ad went live on August Vedantika Herbals, and Dabur. “The innovative scientific technique from RAHUL VINAKIYA 19, 2016, on digital platforms such Rs 700 crore energy drink market in Poland with a very India twist. “Gold as YouTube, Facebook, and a few India is growing at a rate of 20-25 Fogg appeals to one and all. It is for energy drink is not too far indeed! television channels. per cent every year. While there are a the young and the young-at-heart, Also, given that energy drinks will Speaking about the campaign, number of factors that give rise to this for college goers, sports enthusiasts be distributed at chemist shops and Rahul Vinakiya, managing director, segment such as increased number of and champions, office professionals, the local ‘kirana’ store where Fogg R Z International, says, “We opted social gatherings, urbanisation, long avid gymmers, and everyone who (scent/deo) is already present, there for (Sunny) Leone as our brand and tiring working hours, and rising wishes to lead an on-the-go lifestyle,” is synergy in the two, especially for ambassador as she perfectly suits disposable incomes, it is a still a elaborates Vinakiya. Indian consumers, who will take it in our brand tagline ‘Live Your Way’. niche and premium segment to get their stride and may contribute to the She completely believes in living into. Though Red Bull is the market WILL THE AD INFLUENCE business in the short-term. The code life on her terms. (Jackky) Bhagnani leader, there’s a lot of opportunity for YOUNGSTERS TO OPT FOR for brands in India is to lead with has a cool, youthful, and on-the-go new entrants like ours,” says Vinakiya. A NEW DRINK? familiarity and trust and deliver high Gold Fogg and FOGG (the value,” he says. perfume/deodorant brand) are quite The ad film features brand ambassadors similar in name. We asked our expert WELL-EXECUTED? Sunny Leone and Jackky Bhagnani. if it will help influence the youth to According to Aasht, the ad go for the drink. film feels amateurish, and low on attitude that fits in with the product Commenting on the new Sameer Aasht, founder director, production values. “I am sure the image. He has been roped in for only ad campaign, Prakash Goplani, Alma Mater Biz Solutions, feels Gold Fogg team would have done one television commercial (TVC).” managing director, Hats On that although R Z International, its due diligence before venturing The film, conceptualised by Advertising, says, “We wanted to the company behind the energy on this path. The Indian market Aadheeraj Krishna of Hats On break the stereotype that the energy drink is different from Vini, the is large and extremely diverse. The Advertising, the creative agency that drink ads have and realised that company behind the deo, for mass psychographic segment that drives has worked on the ad campaign, the competition was obsessed with consumers there may be a sense of imagery for Red Bull is a lot more has been directed by Anand Karir. unrelated gimmicks. We wanted to familiarity. “Consumers from India global, educated, affluent, and high “The TVC has been released pan- establish the positioning of ‘Live Your and most Eastern countries prioritise on the cool quotient,” he says, India. For trade partners we’re Way’ among the TG. Thus, (Sunny) trust and familiarity when it comes adding, “As far as a brand is able to looking at news channels AajTak and Leone with her ‘live your way to building brand relationships create a customer base, it will not Zee News, which have great TRPs, attitude’ and millions of followers, wherein consumers have embraced matter whether it lives up to the holy while for the youth, we are targetting was the ideal choice as ambassador completely unrelated categories grail of brand moralists, expecting music channels such as Channel V for Gold Fogg. And, since Bhagnani, under an umbrella (Master) brand. high production values.” n and 9XM,” informs Vinakiya. in Bollywood flicks ‘F.A.L.T.U’ and Given such emotional territory, the [email protected]

afaqs! Reporter, September 16-30, 2 0 1 6 11 advertising TEACHERS’ DAY Paying Tribute

To commemorate the day, The Akanksha Foundation, an NGO, as well as brands such as The Viral Fever, Paper the famous author of math books. Boat, Rajnigandha Incidentally, over there, he meets another famous author and Indian Silver Pearls, and experimental physicist H C Verma. Google paid tribute to But, why did TVF describe it as a ‘risk’? Well, although this maybe teachers in their own a no-brainer for an engineering/ special way. science student, others will have to watch the video to find out. By Ashee Sharma To commemorate the day, Paperboat, the ethnic drinks brand t is often said that teaching is a Kannan (radio producer and host reaches out to over 6,500 children, from Hector Beverages, released a profession that makes all other at Radio One 94.3), life coach and has three centres and 21 schools in long-format ad ‘A late Teachers’ Day Iprofessions possible. While a fitness guru Mickey Mehta, Pooja Mumbai and Pune. It is a non-profit card’. Playing on the tagline ‘Drinks vocation so noble does not need Dhingra (owner, Le15 Patisserie organisation, which provides high- and Memories’, the beverage brand’s a designated day to be celebrated, Mumbai), and Ahmed Pathan (senior quality education to children who one-and-a-half minute film paid a people observe Teachers’ Day to inspector of police) switch their job hail from low-income communities. long overdue tribute to ‘that one express their gratitude towards those to that of a teacher’s for an hour. The NGO initiates school reforms teacher’ who would be (in) famous who taught them life’s important However, the interesting bit through ‘The School Project’ and as ‘Hitler’ during school days. lessons. In India, Teachers’ Day here is that while they were away provides supplemental education Also in the fray was Rajnigandha was celebrated on September 5, and from work teaching kids at one of through the Akanksha centres. Silver Pearls, the popular mouth brands, at their creative best, latched the foundation’s schools, students To mark the occasion, several freshener from the Dharampal on to the party. Satyapal Group (DS Group), with The Akanksha Foundation, Media personalities such as Sudhanshu Vats, its #TeacherNeBolaTha campaign. an NGO based in Mumbai and The ad took forward the brand’s Pune, came up with an innovative Raj Nayak and Shereen Bhan switched ‘acchai ki chamak’ thought while campaign titled ‘Job Switch’ that thanking teachers for “all the lessons involved well-known names from their job to that of a teacher’s for an hour. that didn’t make it to the text book”. various professions, some from the Castrol Biking, a community media fraternity as well. The aim was from Akanksha got the opportunity other brands such as The Viral Fever for biking enthusiasts, also wished to encourage professionals to take to step into their shoes. So, while (TVF), Paper Boat, Rajnigandha its followers on Twitter with an time out from their busy schedules ninth grader Wasim became the Silver Pearls, and Castrol Power1 amusing digital creative. And, the and volunteer to teach students at the Group CEO, Viacom18, 12-year-old also paid tribute to teachers in their list will be incomplete without a Foundation, even if for a short while. Tanisha got a chance to be the CEO own signature styles. mention of the omnipresent and As part of the initiative, the of Colors; Rutika from Class 10 took TVF, in association with the a most popular teacher in modern NGO had media personalities such over the talk sessions at Radio One, fashion social network Roposo, times — Google. The internet as Sudhanshu Vats (Group CEO, and Kirti filled in for Dhingra. The released the video ‘A Day with R D giant celebrated teachers around the Viacom18), Raj Nayak (CEO, initiative was promoted on social Sharma - Teachers’ Day Qtiyapa’, in world with a special Teachers’ Day Colors), Shereen Bhan (managing media. which a gutsy reporter puts himself #GoogleDoodle. n editor - CNBC TV-18), Hrishikesh The foundation, which currently ‘at risk’ to get into the house of [email protected]

12 afaqs! Reporter, September 16-30, 2 0 1 6

“We’re not only INTERVIEW PRASANTH RAGHAV BAHL KUMAR FOUNDER, QUINTILLION CEO, MINDSHARE, a media buyer” SOUTH ASIA Mindshare’s South Asia CEO says awards motivate his teams to keep getting it right. By Ashwini Gangal

indshare, the media changed your approach to agency from the house trophies and titles? From an of WPP’s GroupM, accidental byproduct of good has had a good run at work to something you actively the awards, both local need to defend year on year, Mand international, this year. Even before perhaps? Is there pressure to the applause for the agency’s Glass Grand keep winning? Prix - for its 6-Pack Band campaign for Getting medals is delightful. The HUL’s Brooke Bond Red Label - could route to it is great performance. It die down, the Advertising Club’s sought is still true that awards are not the after ‘Media Agency of the Year’ title – end goal. Winning awards gives us one the agency is familiar with – came motivation, it assures us that the waltzing in at the just concluded Emvies. work we’re doing for our clients is At the helm of affairs is the affable working. Prasanth Kumar, CEO, Mindshare, We have to understand that all South Asia, who was elevated to this these awards have a very powerful position last March, before which he led jury. These are people who are part GroupM’s Central Trading Group. of the industry, in the marketing, ‘PK’, as he is known in the industry, creativity and content space. They spoke to afaqs!Reporter over a cup of Earl are assessing us. Our work gets Grey in his office in suburban Mumbai. evaluated against a lot of other work, Turns out he has been able to evade the and when ours is found to be better, pressure that comes with having to defend it’s very motivating. Being able to do flattering titles and annual accolades. PK this continuously, gives us a feeling insists that awards only motivate his teams of pride, not pressure. to “get it right” over and over again. The objective is clear: Do great, He also commented on the importance provocative work that drives growth of adopting technology and data-led media for brands. If we do that with an planning, the unexpected dip in TV ad edge, awards will follow. Being a spends and the mood of the festival-sensitive leader is not about pressure; it is a Indian advertiser. Edited Excerpts. responsibility. We don’t want to take again, but that’s the fun part. There’s a lot of exchange of great rest. We want to do more and more. thoughts and ideas that happens. That Awards are tricky, aren’t they? Nothing is going to be easy. When it is award season, what creates some healthy competitiveness You don’t really aim to win… There will be many challenges is the mood among your teams within teams. Again, there’s no till you win! How has winning while trying to get it right again and like? pressure on the teams; it’s a job. We

16 afaqs! Reporter, September 16-30, 2 0 1 6 Cover Story Powered By:

want to walk tall. and intense consumer-centricity. When it comes to the adoption Let’s talk about the counter- Even data is focused on of data/technology and a creative intuitive dip in television ad Do awards impact business or consumer insights. If you get approach to media buying, where spends, led by the e-commerce give you an edge at the pitch into a data room without a clear does India stand as compared to category and to a lesser extent, level? Does anything really objective, you can just get lost in other South Asian markets? FMCG. To what would you change in a noticeable way? there. And all insights may not Each market has its own challenges attribute this? And what’s the arc It does. necessarily lead to media buying. and opportunities. Globally, for any looking like? While I wouldn’t say getting The biggest change in the last two industry, India is a very critical market. One of the largest categories recognition does not impact business, years is the convergence of data, That puts us in a good position to that we estimated to have some it’s not the awards but the motivation technology and creativity. Insights come up with great solutions for great spends is e-commerce. And that awards bring that helps more. are the engine; the deployment part our brands. The relevance of data that has actually gone down. So That leads to more innovative, bolder is done through ideas and content. is a journey; it is shaping up. From the largest stress point has been in marketing moves, which help attract a digital standpoint, there’s a lot the e-commerce segment. That’s more clients. It’s one comprehensive Have marketers begun actively more India can do. But we’re on probably due to some business package. demanding data-led the right track and the pressures of the category that are insights or is it still momentum is good. reflected in the television ad spends Speaking of clients, let’s talk more of a supply A lot depends of the segment. about Unilever. They seem to phenomenon? on the However, festive times are coming have loosened up a lot on the Clients infrastructure up. We’re sure that spends, especially communication and media front are getting “The biggest of the market in FMCG, will go up again. These of late. Tell us about how this interested. change in the last as well. things should be looked at in the change looks from your vantage There’s There’s a context of the entire year. point. curiosity. two years is lot to learn Yes, there is a challenge when Unilever has evolved. Mindshare From our from China, it come to TV spends, but it is not Fulcrum has evolved. What they used end, we the convergence the US, drastic. What is more interesting to to do five years back is very different want to get of data, technology Australia, notice is – there is a large play on part from what they do now. When we in deeper. Indonesia… of all product categories to look at see the ecosystem evolve, being the For that, we and creativity.” similarly, integrated solutions. But I wouldn’t lead team in the country, we have a have assets and some of our say the money is coming out of sense of shaping the market, shaping tools. It is essential work inspires television completely. practices. Our clients push us to do for us to craft our them. our best. We have healthy debates solutions using these There’s an ongoing debate around with them, today. data points. There are healthy We’re on the right track, whether the compensation model conversations that happen around but brand innovation on mobile for media buying agencies ought We notice how firms within this, with marketers and clients. I’d continues to be a pain point in to be based on the outcome of our industry constantly allude say it’s a good exchange. Demand our market… media spends. Where do you to taking on roles beyond their and supply applies to inventory. Can we do more on mobile? Of stand on this? core offering. For instance, ad Since this is not a packaged product course we can. In India, everything We consistently say we are agencies want to plan media being sold in a shop, I’d say these are is on mobile. From a consumer outcome focused. But for us, while production houses want to ideas that are there at both ends. standpoint usage on mobile is far, outcome is not only about media plan do copywriting. For you, what far higher here. Brands have also efficiency. Outcome is about brand does ‘going beyond’ mean? How To you, does data play a larger realised that. Consumption of the performance. There are different has the role of a media-buying role in media planning (pre web is happening on mobile. Online matrices for that. We understand agency changed over the past campaign) or in gauging the video consumption is happening on that advertising is not 100 per cent of 12-24 months? efficiency of a media plan (post mobile. This consumer behaviour it but it is an important element. We don’t believe we are only a campaign)? itself is the solution. If we take note As for compensation, there are media buyer. Not a single client I’ll try to simplify it: Better of this, the issue pain will not arise. different hybrid models – when the tells us to do just media buying. If understanding helps reduce wastage. The momentum is there. From outcome is good, clients do talk to us you don’t evolve, you’re extinct. That is a powerful way of improving last year to this year, there’s been about share of success. The need of the hour is customising efficiency. If you’re able to get both huge growth. For example, look Yes, it will be myopic of brands one’s inputs while working on brand together, you’ll get more returns. at some of the trends today – to say otherwise, but I am sensing solutions. Over the last couple of That’s a model we want to work with like vertical ads. They’re more that clients are genuinely able to years we’ve noticed a growing focus and that’s the conversation we’re convenient for the mobile understand this. n on deep consumer understanding having with our clients. platform. [email protected]

afaqs! Reporter, September 16-30, 2 0 1 6 17 media publishing

EMVIES VIACOM18 Honours and Humming a New Tune The channel will replace MTV Recognition Indies and will focus on Hindi - primarily Bollywood - The Advertising Club recently held the music. By News Bureau 16th edition of EMVIES, an annual event edia conglomerate Viacom18, which felicitates media planning and which operates brands like Colors, buying agencies. Mindshare, a global MVh1, Nick and MTV, is all set to strengthen its youth and music portfolio with media agency and part of GroupM, a new 24X7 Hindi music channel called MTV has topped the chart yet again and Beats. MTV Beats will replace MTV Indies, a channel which caters to the ‘indie’ subculture. retained Media Agency of the Year award; HUL won Client of the And though MTV Indies will go off air by the Year award. Here’s a look at the results. By News Bureau end of September, it will continue to stay as a brand on digital. Elaborating on the portfolio redesign, Sudhanshu Vats, Group CEO, Viacom18, EMVIES 2016 MEDIA CLIENT OF THE YEAR (TOP 18) says, “MTV initiated India into the experience of pop culture, making it a socially and NAME GRAND EMVIE GOLD SILVER BRONZE Total commercially successful phenomenon. This 20 POINTS 15 POINTS 10 POINTS 5 POINTS POINTS presents us with the unique opportunity to Hindustan Unilever Ltd 7 15 11 310 redesign our youth and music portfolio and PepsiCo India Holdings Pvt Ltd 1 1 2 4 75 take brand MTV into sharply segmented Procter & Gamble India Ltd 1 3 2 55 content buckets within the genre. The Door Step School 3 0 0 45 flagship channel will be focused on youth Britannia Industries Ltd 0 2 4 40 and branded content while MTV Beats will Marico Ltd 1 2 1 40 Tata Motors Ltd 2 0 1 35 Kellogg’s India Ltd 0 3 0 30 Salaam Bombay Foundation 2 0 0 30 Amazon Seller Services India Pvt Ltd 1 1 0 25 Asian Paints Ltd 1 0 2 25 EROS International 1 1 0 25 Gujarat Co-operative Milk 0 2 0 20 Marketing Federation Ltd Vodafone India Ltd 0 1 2 20 replace MTV Indies, with Clues Network Pvt Ltd 1 0 0 15 an eye to take the MTV Coca-Cola India Pvt Ltd 1 0 0 15 brand to a more mass Johnson & Johnson Pvt Ltd 0 1 1 15 audience. MTV Indies Perfetti VanMelle 1 0 0 15 will continue to cater to the indie subculture on digital.” Giving a deeper insight into MTV Beats, Ferzad EMVIES 2016 MEDIA AGENCY OF THE YEAR Vats: musically Palia, business head, Youth youthful NAME GRAND EMVIE GOLD SILVER BRONZE Total and English Entertainment, 20 POINTS 15 POINTS 10 POINTS 5 POINTS POINTS Viacom18 adds, “This is a channel aimed at Mindshare 1 8 18 15 395 the 15-30-year age group across urban and Lodestar UM 6 3 3 135 rural India, people who love music and often Maxus 4 5 5 135 imagine their day having a sound track of Madison Media 2 2 5 75 sorts. To give our audience’s life a unique PHD India 1 3 4 65 beat, we’re working on defining the week into Mediacom Communications Pvt Ltd 1 3 2 55 mood based themes and curating our playlists The Social Street 0 2 3 35 accordingly, thereby making music viewing a OMD India 0 2 3 35 more relatable experience.” Initiative India Pvt Ltd 1 1 0 25 Music seems to have found its place back ZenithOptimedia India 0 1 2 20 in the youth and music genre. Recently, ibs 0 0 4 20 Channel V went back to being only music and MEC 0 1 1 15 now Viacom18 has come up with its own only GroupM, Team Airtel 0 0 2 10 music platform. n MSix 0 0 2 10 [email protected] Total Metals : 116 Nos. 1 23 41 51

18 afaqs! Reporter, September 16-30, 2 0 1 6

byinvitation

GUEST ARTICLE Very Popular Another month has gone by and we at Vidooly are glad to bring you the latest edition of the top 10 video ads on YouTube. This time around, we even have a regional advert in the list! By Subrat Kar Cut above: The top 10 ads in August

1 . Ranveer Ching Returns by Padukone — this feel good advertisement; 6. #DeliverTheLove this Raksha hour, the ad has performed quite well on Ching’s Secret even though a little old school has done Bandhan by Amazon YouTube. At No.1 we have a branded video this time really well on YouTube. With over 4 million The month of August saw quite a few Run time: 0:25 around. Said to be the most expensive ad views and hardly any dislikes, Vistara’s ad brands showcase and celebrate the spirit Average watch time: 0:25 film ever made in India, the Ranveer Singh is at number 3 this month. of Raksha Bandhan with their ads. This Views: 1,979,861 and Tamannaah Bhatia starrer has crossed Run time: 1:00 ad by Amazon, which revolves around the Average views per hour: 2,267 10 million views on YouTube. Back in 2014, Average watch time: 0:51 conversation between a father and a son, Ching’s Secret had done a branded song Views: 4,173,916 has been well received with over 2.7 million 9. Olympics ad by Amity University with Ranveer Singh called ‘My name is Average views per hour: 10,897 views so far. Leveraging a tent pole event to catch some Ranveer Ching’ which was received quite Run time: 1:57 extra eyeballs is an idea that works really well. After a gap of two years, Ranveer 4. First proposal on Vodafone Average watch time: 1:25 well in advertising. Amity University did is back and this time, popular Bollywood SuperNet™ Views: 2,770,992 the same this time around during the Rio filmmaker Rohit Shetty gets to tell the story Vodafone TVCs have always been a hit Average views per hour: 3,822 Olympics. in a desi Mad Max style. with the audience. The commercials are Run time: 0:25 Run time: 5:32 tastefully done and the run time is almost 7. Made of Bold by Royal Challenge Average watch time: 0:24 Average watch time: 2:20 always optimal not just for TV but also for This ad by Royal Challenge celebrates the Views: 1,691,157 Views: 10,115,403 the internet. Compared to its competitors, lesser known sportsmen who give their Average views per hour: 2,799 Average views per hour: 23,200 Vodafone ads have always performed better all for their country when they go to the on YouTube and this ad is no different. Olympics. The two-and-a-half minute video 10. Junglee Games commercial 2. #StayStarted with Nescafé - RJ Run time: 0:46 starts with Virat Kohli talking about the featuring Prakash Raj and Rana Rishi’s story Average watch time: 0:31 craze that Indians have for cricket. But as Daggubati Remember that stammering stand-up Views: 3,428,611 it moves on, he talks about the countless Ever since we started tracking the top comedian ad by Nescafé? It had won hearts Average views per hour: 5,620 other sportsmen and their selfless performing video advertisements on all over with a touching storyline. Now they’re dedication towards sport and their country. YouTube, this is the first time that we have back with another heartwarming story, this 5. #RuknaNahiHai by JSW Group The ad has over 2 million views so far and a regional ad in the top 10. The Telugu time of a stubborn RJ and his efforts to get We have an inspiring ad by the JSW Group, has a respectable average watch time of commercial of Junglee Games featuring people to call his show, which airs when the which was an official partner of the Indian 1.5 minutes. popular Telugu actors Prakash Raj and Rana whole world seems to be asleep. Olympic Association this time around. Run time: 2:30 Daggubati has over 1.6 million views so far. Run time: 2:03 The ad highlights the spirit of competing Average watch time: 1:30 Run time: 0:46 Average watch time: 1:08 and showcases how sportsmen of this Views: 2,079,612 Average watch time: 0:43 Views: 4,185,113 country come from even the humblest of Average views per hour: 2,683 Views: 1,943,151 Average views per hour: 13,588 backgrounds. Average views per hour: 2,791 Run time: 2:08 8. Lakmé Absolute Perfect Radiance (The author is co-founder and CEO 3. Vistara rekindles the love for Average watch time: 1:23 Lakmé’s new TVC featuring Kareena Kapoor at Vidooly, a YouTube audience Views: 3,082,046 flying. #FlyTheNewFeeling is at No.8 with over 1.7 million views so development and analytics firm) A beautiful jingle, a cute kid and Deepika Average views per hour: 3,621 far. Clocking in around 2200 views every (Note: All data updated till September 5)

20 afaqs! Reporter, September 16-30, 2016 digital

MASTERCARD & HDFC Celebrating HERoes

Mastercard cardholders from HDFC Bank can Mastercard and HDFC Bank, says submit nominations of impactful stories relating the company in a press release. Parag Rao, country head, card to a person, or their hero. By News Bureau payment products and merchant acquiring services, HDFC Bank, adds, “We believe that by empowering women, we can make a difference in the lives of an entire household and help create sustainable communities. Through the campaign, we hope to encourage more people to be a part of this endeavour.” Kalyan Krishnamurthy, head, category design, Flipkart, shares, launch of this campaign, we will “The initiative is a unique way further raise awareness and support to instill the thought of women’s the unsung heroes. Mastercard empowerment and we are happy is excited to have partnered with to partner with them and inspire HDFC Bank and Flipkart in millions who shop on Flipkart.” celebrating this wonderful cause According to the rules, the t’s often said that a successful from HDFC Bank can submit and reward our cardholders with participant who sends in the best woman is one who can build a nominations of impactful stories ‘Priceless Surprises’.” nomination will stand a chance to Ifirm foundation with the bricks relating to a person, or their hero, The launch of a video featuring win a grand prize of a free trip for that others have thrown at her. who has made a difference to the actor Anil Kapoor marked the start two people to the US, while the Celebrating the indomitable spirit lives of women in India. of the campaign. The video has been nominee will get a grant of `10 lakh. of women across various spheres The campaign will go on until planned and created by McCann Seven finalists will receive Flipkart of life, Mastercard, in partnership October 31 and Flipkart is the Erickson and produced by the vouchers worth `50,000 each. In with HDFC Bank, has launched a marquee retail partner. This is the production house Sniper. addition to this, the seven nominees campaign, ‘#CelebrateHERoes’ first time that Mastercard is inviting Nominations can be sent on will also stand a chance to felicitate which takes forward Mastercard’s cardholders to give back to society, ‘[email protected]’ and recognise the leading heroes in larger thought of ‘Priceless Surprises’. says the company in a press release. or on the Mastercard Facebook page everyday life through a reward of `8 As part of the digital-only Porush Singh, country corporate with ‘#CelebrateHERoes’. The best lakh each as contribution towards the campaign which commenced on officer and division president, South nominations would be adjudged by cause of their choice. n August 15, Mastercard cardholders Asia, Mastercard, says, “With the a distinct panel of jury selected by [email protected]

After working across half visually. We had realised OBITUARY a dozen agencies like almost 30 years ago that to Rediffusion, ASP, O&M, communicate in a country Mudra, PSL McCann, like ours with close to Nalesh Patil and finally chlorophyll, 20 languages, scores of like all good things do, cultures and traditions, Gangadharan Menon pays tribute to his former partner our relationship too, came and diverse religions, one to an end. had to think visually to n 7th September, I was East and my West Along the way we cut across barriers. downloading poems by My working week and my Sunday picked up many awards. Patil The third reason ONissim Ezekiel, Arun rest We were the first ones to could be that Nalesh, the Kolatkar and WH Auden for a My noon, my midnight, my talk, receive a Clio for print in 1989, visualiser, was a poet at heart. lecure. The printout I held in my my song followed by New York Festival And Ganga, the copywriter, was hand was one of my all-time favour- I thought that love would last forever; Awards and London International a wildlife photographer at heart. ites: Funeral Blues by Auden – an I was wrong.’ Awards. And among the first 10 We understood each other’s area of obituary to his dear departed friend. For 18 years, during which we Indian campaigns to be featured expertise, but the final say on the After I finished reading it aloud, worked together as one, that is what in the prestigious Lurzer’s matter we would leave to the expert. almost as a rehearsal for my reading we had begun to mean to each International Archive, seven were Nalesh was a tremendous in class, I got a call from my pho- other. It began as a casual pairing by by us. inspiration for many art directors. tographer friend Shashi Nair. He the master intuitionist Ravi Gupta The reason we stuck together He encouraged their madness and asked: ‘Did you hear it? Nalesh is in Trikaya in 1983. And our pairing for so long could be explained dispelled their fear of darkness. no more.’ I couldn’t believe it. 62 is had the tacit approval of Nalesh’s thus. The famed creative ego was ‘As I lit the matchstick, not the age to expect the unexpect- guru Shantaram Pawar. absent among us. We were the The dense darkness ed. Auden’s poem shivered in my After that, it was the pleasurable only creative duo who were called Ran and hid behind me hands as I read it without reading it: journey of the longest-surviving by a joint name: Ganga-Nalesh. Scared, like my own shadow.’ ‘He was my North, my South, my creative team in Indian advertising. Both of us believed in thinking - Nalesh Patil n

afaqs! Reporter, September 16-30, 2 0 1 6 21 advertising ICICI LOMBARD Keeping the Promise Does this spot make you feel like getting off the couch? The brand promotes its health and wellness solutions through this campaign, titled #DoTheDifficult. By Sunit Roy

nsurance company ICICI radio spots and multiple outdoor have swung from promoting benefits Lombard has taken up the task of and digital creatives. In order to and returns of buying a policy to Imotivating the masses to take care ensure engagement with consumers, building an emotional connect with of their fitness and well-being, and has the insurance company has taken the consumers. So, we asked our recently launched a nationwide brand several initiatives on radio as well experts whether this ad succeeded in campaign titled ‘Do the Difficult’. as digital media, using the hashtag creating that impact. This multi-media drive will run ‘#DoTheDifficult’. According to Mangala across TV, radio, digital, outdoor and Commenting on the campaign, Bhattacharjee, creative director, social media on a pan-India basis. Sanjeev Mantri, executive director, DigitasLBi Delhi, the consumer The campaign highlights ICICI ICICI Lombard General Insurance, today is well aware of the importance Lombard’s core brand proposition says,” We have been transforming of buying health insurance and of ‘Nibhaye Vaade’. It focuses on ourselves to play a more proactive keeping it up-to-date. “The question ‘placing customers first’, and enabling role by helping our customers stay fit is, how to cut through the clutter them to fulfill promises made to their and healthy. This is in line with our and convince them to go for one loved ones. The central theme of belief that prevention is better than particular brand? I feel a brand needs the campaign aims to nudge people cure, and our new brand campaign to put its efforts in the direction of towards keeping commitments exemplifies this thought.” communicating unique benefits. I once made — staying active and Through this campaign the found that missing here,” she says. maintaining a healthy lifestyle. insurance company attempts to She explains further, “I am a total The ad film showcases the story promote its health and wellness believer in having insight-driven of a father determined to fulfill solutions, enabling its customers to communication. This story sparks a promise made to his daughter, choose from a range of wellness from a very strong insight and hence overcoming obstacles and breaking benefits offered in its health insurance strikes a chord. However, I would mental barriers in the process. In the offerings. Customers can avail of yoga have loved if the delivery was not so film, the protagonist is shown going and gym reimbursements, nutrition obvious. Five seconds into the ad and I could predict what it was going to be about.” The campaign highlights ICICI Lombard’s KV Sridhar, chief creative officer core brand proposition of ‘Nibhaye Vaade’. Parab (above) and Mohsin: India, SapientNitro, says, “The doing the difficult insight is brilliant but the execution for an early morning run despite consultation, sports and fitness falls a little short. However, it helped extreme cold weather conditions. therapy as part of ICICI Lombard’s the thought behind this campaign me recall my own story about how While running, he gets several health insurance offerings. was to convey the message that if I quit smoking after my daughter thoughts to give up on the ordeal Speaking about the ad campaign, you want to get actively involved asked me to do so.” He adds, “The as he feels the impact of extreme Mohsin and Parab says, “Everybody with your consumers, tell them to ad also highlights the products about conditions. However, he continues wants to get fit. Nobody wants fulfill the promises they made to fitness and wellness. However, to run because of his promise to his to sweat it out. We promise our their loved ones. So, we thought of it would have been better if those daughter to stay fit. loved ones that we’ll start going to a telling a very emotional story of a were presented in a much more Developed by Ogilvy India, the gym or the pool but that day never father and how he keeps his promise, dramatic way. There are two things in ad film, produced by Good Morning comes. Once we struck upon this when his heart is telling him to stick advertising - either tell me the reason Films and directed by Shashank head-versus-heart insight, the rest back to what he does everyday”. that the product I am buying from Chaturvedi, has been conceptualised was fairly easy and thus was born you is useful enough, or if you are by Talha Bin Mohsin and Mahesh #DoTheDifficult.” BUT, WILL CONSUMERS doing emotional advertising, it needs Parab, senior creative directors at Elaborating further on the GET INFLUENCED? to be extremely honest, real and the Ogilvy & Mather, Mumbai. creative, the duo adds, “The existing In recent years, communication believability should be very high.” n The TVC is complemented by proposition was ‘Nibhaye Vaade’. So, in the insurance segment appears to [email protected]

22 afaqs! Reporter, September 16-30, 2 0 1 6

people

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

ASCI report to Sunil Lulla, chairman and managing NewsX At the board meeting director, GREY Group India. NewsX has of The Advertising augmented its Standards Council SilverPush leadership with of India (ASCI) held Media industry veteran the appointment recently, Srinivasan K Rajnath Kamath has of Hector Kenneth Swamy, chairman and been appointed as Kumar as managing managing director, R chief growth officer editor, NewsX. He K SWAMY BBDO, at SilverPush, a was a core team was unanimously digital cross-screen member of the Times elected chairman of the advertising company. Now launch team. HECTOR KENNETH KUMAR board of ASCI. Abanti At SilverPush, Kamath Sankaranarayanan, SRINIVASAN K SWAMY will help the agency Indian Broadcasting Foundation vice chairperson, scale up its business The Indian Broadcasting Foundation’s Board of Confederation of Indian Alcohol Beverage growth. Kamath brings Directors has elected Punit Goenka, managing Companies (CIABC), was elected vice-chairman, with him an experience RAJNATH KAMATH director and chief executive officer of Zee while Shashidhar Sinha, CEO, Media Brands was of four decades in Entertainment Enterprises Limited (ZEEL), as re-appointed the honorary treasurer. the media industry across the evolution and the foundation’s president. The decision was consolidation of print, television and, also digital. taken at the Annual General Meeting (AGM) FCB Ulka held in Delhi. The FCB Ulka Group LIQVD ASIA has announced the LIQVD ASIA, a digital- Havas Media elevation of Joemon driven marketing Havas Media, India continues to expand its Thaliath to the position communications national presence with the opening of a new of chief executive agency, has appointed office located at Ludhiana. Ashok Bawa has officer (CEO), FCB Dharmesh Shah as been appointed as business director of Havas Interface. Prior to this, its national creative Media Ludhiana. He says, “Now Ludhiana has he was chief operating director (NCD). Shah its first international media agency. We have officer (COO) at the joins from FCB Ulka local insights, which, will help both local and agency. An advertising where he started off international brands develop meaningful and veteran, Thaliath has JOEMON THALIATH as a trainee copywriter long-term relationships with local consumers.” built his career with in 2002, and was Interface. Under his stewardship, the agency has later promoted to the DHARMESH SHAH partnered with Indian and multinational clients to post of Group head, create work for brands such as Mahindra, Oreo, creative, in 2006. In 2011, Shah was appointed as MARKETING Quikr and Nivea. senior creative director and took on the creative responsibilities of the agency’s Bengaluru branch. Castrol India The FCB Ulka Castrol India has Group has announced Khushi Advertising announced the the appointment of Nitin Navalkar has joined Khushi Advertising appointment of Kedar Mahendra Bhagat to spearhead their experiential marketing unit. Apte as its new vice- as national creative Navalkar comes with a wealth of experience within president marketing, director (NCD). In his mainline advertising, marketing communications effective September new role, Bhagat will be and activation. For the past three years at Onida, 1, 2016. Apte joined based in Bengaluru and he was instrumental in leading campaigns which Castrol India in will support all offices established the new face of the brand. September 2011 as of the agency in South general manager India. Prior to this, he Dentsu Aegis Network for the motorcycle KEDAR APTE MAHENDRA BHAGAT was with JWT Mumbai Dentsu Aegis Network has announced the launch engine oils category. as vice-president and of Data Sciences in India, which led by Gautam In his new role as vice-president marketing, creative head where he worked on brands such Mehra as chief data officer (CDO) at the agency Apte will lead the marketing function which as The Times of India, Kellogg’s, Rin and Godrej and Vivek Bhargava, chief executive officer (CEO), includes brand communication and content, Appliances. iProspect India, will help effectively catalyse the sponsorships, digital marketing and consumer decryption and interpretation of the overwhelming and customer engagement programmes. GREY Group amount of data that agencies within the Dentsu GREY Group India Aegis Network explore and exploit every single Simplilearn has announced the day to drive efficiency for its clients. The global ed-tech company Simplilearn appointment of Arun has strengthened its leadership team with Raman as national Wieden+Kennedy the appointment of Ashish Virmani as vice- planning head. Raman, Wieden+Kennedy (W+K) Delhi has announced president - marketing and categories. He who will lead the its new leadership team. Shuchi Thakur has will focus on driving growth for the business agency’s strategy been appointed as executive creative director through integrated plans across marketing offering across its (ECD) for the agency. Partnering Thakur will and category functions. He joins Simplilearn offices in India, in his be Molona Wati Longchar. Joining both to from FreeCharge where he was associate vice new role, will operate complete the Delhi leadership team is Sidharth president - marketing. Prior to that, he used to from the agency’s Loyal, who has been appointed as managing head offline marketing initiatives at Flipkart. ARUN RAMAN Mumbai office and will director.

24 afaqs! Reporter, September 16-30, 2 0 1 6 jobswitch

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The candidate Location: New Delhi Profile: The candidate will have to should be able to understand Email: [email protected] handle administrative work for govt. clients and their needs; present new ...... clients such as filling e-tenders, products and services and enhance tender documentation preparation, existing relationships; create new Post: Senior Art Director bills, emails, etc. Good knowledge EVEN GOOD CAN! business opportunities with existing Company: Quotient of computer hardware and software. GET BETTER clientele; build relations with Communications Pvt Ltd English/Hindi typing is a must. potential clients and pitch them for Profile: The candidate will be Exp: 3 to 4 years business; follow-up with the client responsible for running an art Location: New Delhi for the plans and should be able to team of around 4-5 people and Email: [email protected] make presentations to client. supervising all creative output ...... Exp: 1 to 3 years of the team. S/he will need to TO ADVERTISE, CONTACT: Location: Mumbai independently handle large projects Post: Senior Graphic Designer Abhilash Singh Email: [email protected] and work with the team to come up Company: Xpressions Pixel Works Ph: 09999989454 ...... with great ideas for various briefs. Pvt Ltd Email: [email protected] The candidate will also need to Profile: The candidate must have Aakash Bhatia Post: Social Media Executive handle photo shoots. complete working knowledge of Ph: 09650544122 (Digital Guru) Exp: 5 to 8 years Photoshop, Corel Draw, Illustrator Email: [email protected] Company: Guru Media & Location: Mumbai and other related software. S/he Sumeet Chandiramani Entertainment Email: [email protected] shall design and produce layout (Mumbai) Ph: 09820590172 Profile: Build and execute social ...... for various material that includes Email: [email protected] media strategy through competitive ads, magazines, packaging, website [email protected] research, platform determination, Post: Senior Copywriter templates, brochure and leaflets. bench marking, messaging and Company: Thought Bubbles Exp: 3 to 5 years To view other jobs in Marketing, audience identification; generate, Profile: The candidate should love Location: Mumbai Media and Advertising, log on to: www.jobswitch.in edit, publish and share daily content to play with words and ideas; be Email: jobs@xpressionspixelworks. (original text, images, video or updated in the best advertising work com Join us on : facebook.com/jobswitch HTML) that builds meaningful in India and abroad, hungry for ......

afaqs! Reporter, September 16-30, 2 0 1 6 25 presents campaigntrail New campaigns across television, print, out-of-home and digital media. VIDEOS

TANISHQ BRITANNIA GOOD DAY ONLY VIMAL Tanishq has released an ad film, ‘#BestAtWork’ for The brand has rolled out an ad film featuring actor Only Vimal — the iconic textile brand from Reliance — its work-wear jewellery brand, Mia that celebrates the Deepika Padukone who endorses the thought – Smile has returned to television advertising with its latest modern working woman who is confident and brings More For A Good Day. The 45-seconder takes the viewer campaign, ‘Man of Action’ after a eight-year gap. Hinged her best to work – by looking good and doing great through three situations where Padukone is seen smiling upon creating a ‘superior technology’ positioning for the work. The film backed by actor Nandita Das’ voiceover at a girl in the elevator, at a newspaper seller and at brand in the men’s wear category, the three TVCs — showcases driven, ambitious and strong women who a young cyclist, which in turns leads them to reciprocate ‘Protector’, ‘D Creased’ and ‘DEO2’ portray the fabric bring their best not only in the way they work, but in the gesture even though they are strangers to each as the hero in the consumers’ eyes even as the protagonist the way they look at work too. other. juggles with ease multiple roles in everyday life. Creative Agency: Lowe Lintas Creative Agency: McCann Erickson Creative Agency: IBD

SKODA TITAN EYEPLUS INDUSIND BANK Skoda has rolled out its new ad film, ‘Better Made Better’ The optical retail brand has launched a campaign, which The bank recently rolled out an anthem, JeetKaHalla to that introduces its three new models — Superb, Octavia reveals its new tagline, ‘Live the new’. The tagline is an support the Indian athletes at the Rio 2016 Paralympics, and Rapid — which comprise new crystalline designs, embodiment of the belief, that is to create newness in which were underway from September 7 to 18. The superior build quality and four-year service care. The ad the category by presenting a new brand persona that is three-minute long anthem implores viewers to come out draws a parallel between a father’s anxious wait outside youthful, energetic and bold. The brand urges today’s in support of the paralympic athletes so as to encourage the hospital room for his child’s birth and a voiceover, ‘The multi-faceted consumers, be they at work, sport or those who have fought against all possible odds by defying feeling when something so good, becomes even better’ at anywhere else, to use the right frame for their lifestyle their disability and turning it into their strength, which point the car is introduced to the viewers. and enjoy new experiences in everyday life. to make their mark at the international sports event. Creative Agency: Publicis Creative Agency: Ogilvy & Mather Creative Agency: R K Swamy BBDO

PRINT GUSTOSO APDP Gustoso, the fine The Association dine eatery, recently of Parents of opened its outlet in Disappeared Mumbai. For the same, Persons (APDP) has the agency has rolled released some print out some quirky print advertisements, ads inspired from the which feature images gourmet city of Naples of disappeared AMUL as it attempts to bring Kashmiris. The ads The butter marketer recently rolled out a topical ad, delectable Neapolitan urge readers to stand which was a pun upon the launch of Reliance Jio, the fare into Mumbai in solidarity with 4G network from the stable of Reliance Industries. The for dishes such as the families of all copy read, ‘Chai Pio, Butter Lio! Khul Ke Jio’ even as the Napolean pasta, pizza those who have been popular Amul girl is shown sitting at the breakfast table and Espressos. subjected to enforced disappearances in Kashmir since with her friends where the signal of a mobile tower can Creative Agency: 1949, so as to keep their hopes alive. be seen emerging out of a bread and butter toast held BBH India Creative Agency: Black Sheep by one of them. Creative Agency: daCunha Communications

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