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June 16-30, 2013 Volume 2, Issue 3 `100 14 R BALAKRISHNAN (BALKI) WE CHAT CHAIRMAN & CHIEF CREATIVE OFFICER, Talk of the Town LOWE LINTAS & PARTNERS The opportunities in voice messaging. 22 REALITY SHOWS The Big Face-off Three big shows in a race for eyeballs. THE ABSTAINER 29 INTERVIEW Rohit Ohri Dentsu is betting on the ‘last-mover advantage’. PUBLICIS WORLDWIDE Three’s Company 10 FIRSTPOST-FAKING NEWS A Real Acquisition 20 For a decade, Lowe Lintas THE CURIOUS DIGITAL MARKETER has steered clear of competing for awards. Version 2.0 20 The renunciation hasn’t hurt it one bit. CLOSE-UP A Hit Pairing? 30 EDITORIAL This fortnight... Volume 2, Issue 3 t has always amused me that many of the advertising agencies which advise EDITOR Iclients on how to position their brands are themselves indistinguishable from one Sreekant Khandekar June 16-30, 2013 Volume 2, Issue 3 `100 another. This provides a perfect ground for an agency to be different. Whether or not R PUBLISHER 18 14 Balakrishnan (Balki) saw it this way, Lowe Lintas has certainly managed to stand Prasanna Singh apart in the quirkiest of ways. SENIOR LAYOUT ARTIST Vinay Dominic R BALAKRISHNAN (BALKI) WE CHAT CHAIRMAN & CHIEF CREATIVE OFFICER, Talk of the Town LOWE LINTAS & PARTNERS The opportunities in voice messaging. It is an old joke that people in advertising award themselves more than people PRODUCTION EXECUTIVE 22 in any other profession. Over the past decade this has turned into an obsession with Andrias Kisku agencies creating fake work and even fake clients to get their hands on a metal. ADVERTISING ENQUIRIES REALITY SHOWS Rahul Puri, (0120) 4077833, 4077866 The Big Face-off Three big shows in a race for eyeballs. Personally, I think this has turned the profession into a laughing stock but ad agency Noida THE ABSTAINER 29 heads have had no qualms going along for three reasons: one, it impresses potential Arunima Bhattacharya, (022) 40429702-5 clients; two, it is good for agency morale; three, awards don’t hurt anyone. Mumbai INTERVIEW Rohit Ohri Dentsu is betting on the [email protected] ‘last-mover advantage’. Under Balki, however, Lowe Lintas has shunned the Abbys, India’s biggest PUBLICIS WORLDWIDE Three’s Company 10 MARKETING OFFICE FIRSTPOST-FAKING NEWS A Real Acquisition 20 For a decade, Lowe Lintas creative award show, for the past decade. As awards have grown bigger, so too has the THE CURIOUS DIGITAL MARKETER B-3, First Floor, Sector-4, Noida-201301. has steered clear of competing for awards. Version 2.0 20 The renunciation hasn’t hurt it one bit. CLOSE-UP A Hit Pairing? 30 criticism of the pathetic ploys agencies employ to win. In such a climate, Lowe has Tel: (0120) 4077800. become a flag bearer of genuine advertising that moves consumers to buy as opposed MUMBAI 501-502, Makani Center, 5th Floor, to work-for-awards-alone. Off Linking Road, Bandra (W), Mumbai - 400050 I find it intriguing that Lowe has managed to remain contrarian in a climate in which more awards Tel: +91-22-40429 709 - 712 are supposed to translate into an invitation to new business pitches. In some way, the agency seems to BENGALURU have taken its attitude against scam ads to inspire itself to do even more compelling work – as if to prove S-1, New Bridge Corporate Centre, 777 D, 100 ft Road, Indira Nagar, with each good film that Lowe doesn’t need a jury to pat it on the back. A manager in the agency says Bengaluru - 560038, India that like new converts to a cause, some of the younger creative folk feel fiercely about doing genuinely SUBSCRIPTION ENQUIRIES creative work. Akhilesh Singh, (0120) 4077837 [email protected] For all the popular wisdom, clients seem happy to live with an agency which has no awards to Owned by Banyan Netfaqs Pvt Ltd and show. Of course, there is no denying that Lowe has history, size and the enviable presence of Unilever Printed and published by brands in its portfolio. But, then, history and size alone don’t give an organisation its backbone. Faith Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, and leadership do. 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 Photograph [email protected] Fotocorp CONTENTS 31 12 PLUS KBC More than Star-struck 4 FACEBOOK Spot the Fake VODAFONE ZOOZOOS Facebook’s ‘verified Zuming Along 6 pages’ feature helps check authenticity. MEDIMIX No Monkey Business 6 BY INVITATION 832 Kishore Chakrabarti ZEE TV Brands had better be online Family Planning 28 and wait for the consumer. ERRATA TELEVISION 24 The photograph under BHARAT NIRMAN ZEEQ-BBC ‘Movements - Advertising’ (June The Twelve Minutes 1-15, 2013) is that of Ashish How will the 12-minute- Mass Connection? Baby Steps Chakravarty and not as mentioned. per-hour limit on advertising The error is regretted. The Government’s new ads A programme for pre- Editor impact different genres. talk about achievements. schoolers now. afaqs! Reporter, June 16-30, 2013 3 1(:6$'9(57,6,1* KBC More than Just Star-struck In its latest campaign, the popular game show features people’s reaction to Amitabh Bachchan’s star appeal. By Rashmi Menon he thrill of suddenly running into one’s screen idol is indeed indescribable. The Tcurrent television campaign of Kaun Banega Crorepati (KBC) plays on the moments of stunned awe when people meet Amitabh Bachchan unexpectedly. It urges them to register for the game show to meet their icon. The campaign reiterates that by registering for KBC, people can get a chance to meet, talk to and shake hands with Bachchan, who hosts the show. Conceptualised by Leo Burnett, the campaign has four creatives. Two of the TVCs capture the reactions of a man and a woman who come across AWE SOME? Bachchan. Hardly surprised, the star, in a matter- uraja Kishore, national planning director, of-fact tone, tells them that if they want to meet “AB comes SPublicis Ambience confirms that the aura and him again, they should register for KBC. awe of Big B will always be a big point in KBC’s In the third TVC titled ‘Height’, Big B speaks across as a friend success. “When you watch this campaign, you directly to the viewers, explaining how he would even when he can relate to the reactions of the people. Most look to people of different heights. And, the teases or pulls contestants have said that the fact that they could fourth video titled ‘Cheque’ has Bachchan meet him and shake hands with him is in itself showing cheques of various denominations to the participants’ more than millions,” he says. contestant (camera), who eventually faints when legs.” He adds that the commercials do not reveal ` he shows a cheque of 5 crore. ASHWINY IYER TIWARI any new insight. “Here lies lazy thinking at work. Speaking about how the team decided to It’s a fact that anyone would be stumped when highlight the aura surrounding the star, Ashwiny they meet Big B,” he says. Despite this, Kishore Iyer Tiwari, executive creative director, Leo believes that people will love the creative simply Burnett, says that the idea was to make Bachchan Bachchan. She also says how they decided to because they are fans of Big B. look fresh in a slightly tongue-in-cheek, happy change the look of Bachchan’s specs and he was Charles Victor, national creative director, Law way. “AB comes across as a friend and even when excited wearing orange and blue spectacle frames. & Kenneth, loves the ones with Bachchan’s solo he teases or pulls participants’ leg, they don’t feel This is the fourth year that Sony will telecast act. “They are really unique! I like the ‘Cheque’ bad. While money is a factor, people want AB as KBC; Tiwari says that the commercials were TVC the best because it’s centred around the show their friend,” she says. thus not required to sell the show. KBC’s earlier and not entirely on AB’s personality. AB brings Unlike the earlier registration campaign, this registration campaign was on the idea of taking out the entire thing alive with some really entertaining time the commercials were shot in a different time for oneself. acting!” he says. manner, with Bachchan talking to the camera in Apart from television, the current campaign Victor believes that it’s unfair to say the a friendly, chirpy way. Tiwari adds. “Obviously, is extensively supported by radio, hoardings and commercials merely ride on AB’s stardom; the people are in awe of AB but KBC is no more a digital. Below-the-line activities will be a part entire show runs on his stardom. “Good job on game show or about money. It has become more of the main campaign, which is expected to be the creative team’s part for capitalising on his than a show,” she says, adding that people are launched in two-three months, reveals Tiwari. stardom in a refreshingly new, very watchable happy and satisfied when they get the chance to The registration began on May 27 and will way. Especially the solo acts,” he opines. be on the hot seat and come face to face with continue till June 20. [email protected] ȱ EveryoneEveryone listenslistens toto thosethose whowho watchwatch ABPABP NewsNews ȱ DZȱȱ ǰȱȱŘŚȘŝǰȱȱ ǰȱ ȱ¢ǰȱ ȱ No wonder ABP News is 5 times bigger than All English News channels put together ȱȱĝȱȱ ǰȱȱȱȱȱȱȱ¢ȱȱǯ ȱǰȱȱȱ ǯȱ DZȱǰȱȱŗśƸȱǰȱƸƸ ǰȱȱŗȬŗřȱȁŗřȱȱ¢ 1(:6$'9(57,6,1* VODAFONE ZOOZOOS Zuming Along The recently released ‘Zumi Zumi’ film by Vodafone gives consumers a catchy tune to hum along with, and the Zoozoos, their very own anthem.

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