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 notfor resale 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.