R BALAKRISHNAN (BALKI) WE CHAT CHAIRMAN & CHIEF CREATIVE OFFICER, Talk of the Town LOWE LINTAS & PARTNERS the Opportunities in Voice Messaging

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. By Ashwini Gangal

aking the dialogue-less Zoozoo concept forward is a Tmusical titled ‘Zumi Zumi’ and if buzz is to be believed, the preceded the Zumi film were made film is gaining considerable traction, using animation (the little Zoozoos particularly in households with in the films) as well as actual physical children! Of course, it is targeted at sets and people in Zoozoo costumes an entirely different set of people - (the big Zoozoos in the films). The smartphone users. Zumi film, on the other hand, is Rajiv Rao, national creative entirely digital, including the catchy director, Ogilvy India tells afaqs! albeit gibberish sounds that serve as Reporter that the TG (target group) the Zoozoos’ lyrics. comprises all those who can access According to Ogilvy’s Rao, the internet on their phone. “It is for Zumi ‘song’ is like the Zoozoos’ people who have smartphones but very own celebratory anthem. The are scared to use the internet on their film conveys the product benefits of phones. Many people can, but don’t Vodafone internet (ability to share photos, play songs and see videos) The aim is to push through subtitles. Anuradha Aggarwal, senior vice-president, people to subscribe to brand and consumer insights, Vodafone India, tells afaqs! Reporter that the Zoozoo anthem was and use internet on their coined to establish the brand’s campaign promise, namely, ‘Internet is fun on Vodafone’. The brief to smartphones the agency was to bring this promise alive with an appropriate film. The objective of this campaign, subscribe to the internet on their phones. The Aggarwal says, is to establish this promise and “use campaign is meant to push people to subscribe to it as a lever to make the non-internet user try out and use internet on their smartphones,” he says. the specially launched trial packs for 2G and 3G.” The Zumi film punctuates Vodafone’s internet- The agency, thus, created an ‘internet army’ of based campaign that has been on air these past few FOTOCORP Aggarwal (L) and Rao: Drawing the net weeks, largely during the IPL. The films that FRQWLQXHGRQSDJH>>

MEDIMIX clearly communicating the ‘effective in three days’ proposition.FRQWLQXHGRQSDJH >> The brand was also clear that the communication should be executed No Monkey Business in a humorous way to connect with children and mothers. The ayurvedic soap brand makes its entry into the Considering this is the launch The TVC emphasises the brand’s campaign of Medimix Prickly Heat prickly heat powder category. By Rashmi Menon proposition, ‘3 din wala ayurvedic Powder, the brand has introduced a formula’ and stresses on Medimix special three-day relief pack priced xpecting children to maintain Prickly Heat Powder’s unique at `10. The sampling exercise will social etiquette is a tough Natural Organic Khus (NOK) take place across the country barring Etask, especially when they are formula to combat prickly heat. The the four southern states (Medimix suffering from a bout of heat rash. TVC is produced by Equinox and doesn’t have marketing rights in And, Medimix’s latest campaign, the director is Ram Madhvani. the four states). “We are also giving which launches the brand’s prickly Speaking about the insight, it away as a freebie with Medimix heat powder, captures this insight Anish Rajan, manager, new product soap. We are doing selective outdoor with a humorous analogy. development, Cholayil, says, advertising in the form of dealer Conceptualised by Creativeland “The TVC tries to show a very boards with prominent retailers,” Asia, the 30-second television cute monkey. Although the kid is Rajan adds. commercial (TVC) opens with the the smartest in the class, as he has The brand is also carrying out scene of a classroom, where a boy answers to all the tough questions, extensive cinema advertisements in in the garb of a monkey answers into a real boy, still answering the he looks like a monkey as he keeps the northern region and a radio a question by the teacher while teacher’s questions. His friend then on scratching,” he adds. campaign. busily scratching himself. The scene asks him, “Aaj Day 3 hai kya?” To The brief was to create something Chennai-based Cholayil group remains the same on Day 2 as well. which, the boy asks, “Haan! Tujhe that would really stand out amongst But by Day 3, the monkey turns kaise pata?” ads in the category, while also FRQWLQXHGRQSDJH>>

6 afaqs! Reporter, June 16-30, 2013 AMONGST THE AFFLUENT IN INDIA Eng News: Times Now, NDTV 24X7, CNN IBN, Headlines Today, News X

THAN ALL THE ENGLISH NEWS CHANNELS PUT TOGETHER

Choose your media plan carefully. Most humbly issued in advertiser interest by INDIA TV 1(:6$'9(57,6,1*

BHARAT NIRMAN << FRQWLQXHGIURPSDJH Zuming Along... Mass Connection? Zoozoos to execute this brief. Through the campaign, nine ‘missions’ in the Zoozoo The highly visible TV campaign to reach out to the masses, a year world are accomplished. These missions ahead of the elections. By Ashwini Gangal were used as metaphors for actual offerings in the internet genre, for example music, email, job search, cricket scores, photo- related uses and ﬁnding a partner. The Zumi ﬁlm shows the Zoozoos celebrating mission accomplished. The key insight that Vodafone drew on for this campaign, Aggarwal shares, is that though awareness about the internet is high among the Indian youth from what she calls “lower towns”, in the SEC B, C segment, the quality of that awareness is not that good. “Hence there is a need to excite them with the possibilities of the internet and to give them a low cost means to try internet to complete the adoption loop,” she says. Apart from TV (including the IPL

here are ‘regular’ ads. And then there are Though these films are being shown in cinema ‘sarkari’ ads. While even the most senior halls, the campaign is largely driven by TV. Print Tcreative heads are seldom able to put a serves as a reminder medium. A year ahead of the finger on it, the two types of ads are just different elections, the campaign, the agency informs, is not in their overall look and feel. Surprisingly, though, intended as an ‘election precursor’. the Congress-led Government of India’s latest ‘Bharat Nirman’ campaign has the look of any other OPINION POLL brand campaign and intends to make one feel, well, hat do other professionals and experts on empowered. W politics say about this campaign? The current burst of six films Sujata Anandan, political editor, is the second leg of a seven-film Hindustan Times, Mumbai edition, campaign that was first launched says, “This campaign is slickly made, around September, 2012. The first no doubt, but I’m not sure how much phase (Sakshar Bharat) was about these ads work. Does the government playoffs) the tune is being promoted citizens’ rights. This time, it talks really have its finger on the pulse of extensively on radio and digital. about issues such as education, the people?” secularism, infrastructure, mobile Anandan is cynical mainly because WHO’S GROOVING? telephony and government schemes the masses tend to be unpredictable. n the words of Emmanuel Upputuru, and policies. A thematic film that ties “You never really know how the Ifounder and chief innovation officer, them all together is also part of the mood changes during election time. ITSA, “I call ads like these, feature films. mix. Sometimes, it changes within a Maybe this one I can call an ‘item number’.” Rajiv Agrawal, executive creative matter of just 48 hours,” she says, He feels the film is nicely executed, director, Percept/H, the agency that drawing on her extensive experience clearly lists out all the product benefits has created these films, tells afaqs! as an elections specialist. through subtitles and tries to cash in on Reporter that making the ads look like Anandan says that she loved the music styles such as Gangnam and Harlem. ‘regular’ brand films was a conscious Telephony film because it depicts “The attempt, looks like, is to milk the decision. “Agencies that otherwise the reality of mobile penetration in highly successful Zoozoos. Let me just say, create great work for regular brands, India and captures little nuggets of this is not the most inspiring spot from the when given a ‘sarkari’ client, suddenly ordinary life. Vodafone stable,” Upputuru responds. start creating work that looks ‘sarkari’! Prathap Suthan, CCO and For Vivek Rao, executive creative That is what we didn’t want to do.” managing partner, Bang in the director, Havas Worldwide, Mumbai, the His team focused on people-driven Middle, sees it as a good thing Zumi Zumi track works like a charm. “The stories and treated the campaign like that the government is initiating a Zoozoos are back to doing what they do they would a regular brand campaign. dialogue with the public, engaging best - entertain. And you’re left with no “Ultimately, the principles are the with them and “letting people know doubt about what the message is at the end same; both are about classic story- Agrawal and Suthan: things that they may not otherwise of it - everything entertaining can be done telling and consumer engagement,” Structural plan know, especially people who live far with Vodafone internet,” he says. he explains. away from ‘progressive India’.” About Zoozoos as a concept, he adds, Speaking about the creative brief, Agrawal admits He says that there are two possible reactions to “I’ve seen a lot of people smile along with that meetings with political clients rarely result in the films. One, of relief that the government is doing these films throughout the IPL and to me, the kind of water-tight creative briefs that regular its work despite the negativity and two, of cynicism, that’s what matters.” client meetings do. “The point of the campaign is that it isn’t making any effort to rise above popular “It’s really a question of how long the to convey the revolutionary schemes that have been perception. Public sector ads have touched fabulous brand believes the characters can work for launched over the past few years - schemes that a levels, he says, attributing this to younger people in it. After all, if it’s not broken, why fix it?” large part of the population is not aware of. We have the decision making process and bureaucrats seeing Rao says, wishing the Zoozoos a long life tried to communicate the ‘India growth story’ to the the value of better production. ahead. masses,” he explains. [email protected] [email protected]

8 afaqs! Reporter, June 16-30, 2013 AMONGST THE AFFLUENT IN INDIA Eng News: Times Now, NDTV 24X7, CNN IBN, Headlines Today, News X

THAN ALL THE ENGLISH NEWS CHANNELS PUT TOGETHER

Choose your media plan carefully. Most humbly issued in advertiser interest by INDIA TV 1(:6$'9(57,6,1* PUBLICIS WORLDWIDE Three’s Company The trio comprising Bobby Pawar,Partha Sinha and Ambika Srivastava will also join the management board of Publicis India. News Bureau

n a significant development, Publicis that Sinha will stay within the Publicisis wworldviews are aligned.” Worldwide has announced a new leadership Groupe and that BBH India has For Ambika Srivastava, this is a Iteam for South Asia and India. Bobby Pawar, someone of Sharma’s calibre to step great way to “lead the change” as former chief creative officer and managing into his role. paid, earned and owned media bring partner, JWT, has been appointed director and Pawar and Sinha claim they have chief creative officer, South Asia; Partha Sinha, wanted to work together as a team foror former managing partner, BBH has been named a while. Sinha says about working withth director and chief strategy officer, South Asia; and Pawar, “We appreciate each other’s way of former chairperson of ZenithOptimedia, Ambika thinking. He likes my kind of planning and I like Srivastava will be director, marketing and new his kind of creatives. We instinctively understand business, India. each other and have good ‘tuning’. Also, our Further, all three will join the management board of Publicis India and will report to Nakul Chopra, CEO, South Asia, Publicis Worldwide. Erik Vervroegen, global creative director, “When you’re Bobby Pawar Publicis, adds, “Bobby is just the kind of talent that we believe can take our creative product in India to focused and know FOTOCORP the next level. I am very happy to have Partha join what you want, a complete perspective to a client’s business. “It’s him as a partner.” you get there.” a competitive environment,” she points out, “and Meanwhile, at BBH India, Sanjay Sharma, that’s what makes it challenging, but when you’re senior strategy director, will be promoted to take AMBIKA SRIVASTAVA focused and know what you want, you get there.” on the role of head of planning at the agency. He She has been associated with the Publicis Groupe tells afaqs! Reporter that he looks forward to for the last 10 years. working closely with Russell Barrett (managing SUSHIL KUMAR According to Jean-Yves Naouri, COO, partner, creative, BBH India) and to turn his Publicis Groupe and executive chairman, Publicis attention to accounts that he was less actively Worldwide, these hirings confirm the group’s involved with earlier. ambitions to invest in top talent in India. On Sinha’s exit, Subhash Kamath, managing “We instinctively The Publicis Groupe plans to double its size in partner, BBH India, says, “We’ll miss Partha understand each India between 2010 and 2015. This is in line with as we’ve been friends and colleagues for years. other and have the group’s plans to boost revenue from other fast- He’s done a wonderful job for us,” adding about growing markets. In December 2012, the group Sharma’s promotion, “Both Russell and I are good ‘tuning’. acquired iStrat, a Delhi-headquartered integrated delighted that Sanjay is being able to seamlessly PARTHA SINHA digital agency and MarketGate, a Mumbai-based step into those shoes.” strategic business and marketing consulting firm. Gwyn Jones, global CEO, BBH, says he is glad [email protected] FOTOCORP

<< FRQWLQXHGIURPSDJH phenomenon. We have to educate are from Tier 2 and SEC B. the consumers fast enough and get them to purchase the product. So, APING IT? Monkey Business... call for action and speed is very hraneeta Mann, ECD and important in execution.” Cnational creative head, underwent a split in the family in Anu Joseph, executive creative Rediffusion-Y&R,says that the 2007, where AVA Cholayil Health director, Creativeland Asia, says, TVC is fairly effective in its cut Care got the marketing rights for “The brief was to create something through. The monkey will be Medimix for the southern region, that would really stand out amongst hugely entertaining to the kids while Cholayil Pvt. Ltd. got the ads in the category, while also and communicates the problem of rights for rest of India and abroad. clearly communicating the ‘effective incessant scratching fairly well. Talking about the marketing in three days’ proposition.” Divyapratap Mehta, chief challenges, Rajan says, “Firstly, Joseph adds that one of the strategy officer, Publicis Capital, there already exist strong brands in challenges in the ad was to seamlessly says that the TVC is definitely the category (Nycil and Dermicool) integrate the product window clutter breaking, although the and people are without losing the entertainment execution could have been better. very loyal to quotient. “I believe we have created “Overall, a classic TVC establishing them. Hence, something that is simple, evocative the problem and providing the we had to find a and effective using a powerful solution in the product. However, niche that clearly insight,” he says. my guess is that consumers are differentiated The campaign’s core target looking for immediate relief. our product. group comprises children in Also, it’s unlikely that the Natural Secondly, the age group of 5-15 years and Organic Khus (NOK) formula will prickly heat mothers. While Tier 1 is an get established,” he says. is a seasonal important market, the volumes Rajan and Joseph: Primate logic [email protected]

10 afaqs! Reporter, June 16-30, 2013 t Gu tha rga e on ic o No. 1 ne tr v ’s w u on sp e a a s h g s in p t r e a r e s T im o r u t w G 9

THE VOICE OF GURGAON HEARD BY THOSE WHO MATTER

Source: IRS Q4 2010 - IRS Q4 2012, AIR among English newspapers 1(:6',*,7$/ FACEBOOK Spot the Fakes Facebook has recently launched the ‘verified pages’ feature to help people check authentic accounts of personalities and businesses. afaqs! examines how it can help brands. By Satrajit Sen

acebook has recently launched can file it with the verified page ‘verified pages’ feature to help for an assured reply,” states Nimesh Fpeople find out authentic Shah, head maven, Windchimes accounts of celebrities, high-profile Communications. people and businesses on the platform. The verified pages will have a small, ONE TOO MANY? blue check mark beside the profile uite a few brand pages in India name on timelines, in search results Qhave been verified. But for and elsewhere on Facebook. country-specific pages and pages Some well known public figures for their sub-brands, the story is and pages with large followings somewhat different. (including celebrities, journalists, For instance, a search for ‘Cadbury’ government officials, popular brands reveals five pages that include pages and businesses) will be verified by of its sub-brands. But out of these Facebook as having an authentic five, only two have been verified identity. “We verify profiles or pages till now. The same goes with Acer, to help you be sure that they are where ‘Acer India’ is not a verified page, whereas Acer (Global) has a verified tag. “There could be a deterrence against going to the unverified pages with the same name, as it would appear that those are not genuine. On the other hand, pages with completely different names (of the same mother brand) may not have much of a problem,” states Sanjay Mehta, joint CEO, Social Wavelength. “The indicators of verification are not just the ‘tick mark’ sign on Facebook, but features like the brand code, consistent messaging, cover photo, design, and engagement activities,” informs Harshil Karia, co-founder and online who they claim to be. Not all authentic profiles from the fake. strategist, FoxyMoron. and pages are verified and one can’t request to However, does the authenticity have a profile or page verified. You can report matter, considering that consumers IT’S A CELEB WORLD? fake accounts that are impersonating you, your engage with the content being t the outset, the feature seems business or your brand,” Facebook says in a blog offered through the pages? Atailor-made for celebrities rather post. “Consumers engage with than brands. Interestingly, Facebook adds that it will brands on their news feed. So, “It will definitely be more helpful proactively reach out to verify accounts but there brands being verified or not will for celebrities as they have a more is no mechanism to request verification. Instead, not matter to consumers as 80 per strong ‘cult’ following. Fans keep an Facebook recommends that those who believe that cent of interactions are happening eye out for real-time updates daily, on they are being impersonated, should report a fake on consumers’ feed,” opines their favourite celebrities. The same account. Rajiv Dingra, founder and CEO, cannot be said for a brand that most To verify accounts, Facebook says businesses WatConsult. often advertises heavily across digital

and celebrities need to submit a government- Like celeb pages in India, brands FOTOCORP platforms to create buzz and establish issued photo ID, which Facebook promises to too have a cult following, and there large-scale presence,” states Karia. delete immediately after verification. For now, is a lot of duplicity and multiplicity. Brands will also need to have their Facebook is taking charge of this task by itself and However, Facebook allows brand pages verified by Facebook in there is no action required to be taken by page/ brands to merge their duplicate the better interest of their fan base. profile/business owners. communities. For example, Coke’s “Consumers won’t like to waste their Facebook’s verified accounts feature follows global page was actually started ‘likes’ for non-verified pages. they a similar service from Twitter, which created by fans themselves and instead will look for a verified tag in brand verified accounts in 2009. Google+ introduced of shutting it down, Coca-Cola pages. It can become a good PR tool verified accounts in 2011. allowed the fans to take control. for brands as media messages can “Brands and celebrities both be carried out and flashed in those DO CONSUMERS REALLY CARE? tend to gain from this feature as accounts,” opines Shah. nlike other social networks, Facebook has it addresses the issue of duplicity. Mehta sums it up by saying that till Ua huge number of pages and profiles which Besides, consumers would like to the time this is an exclusive feature, are duplicate or try to mimic original brands, get authentic information from verified brands will enjoy bragging businesses and public figures. In the social media a verified source, rather than rights as one of the exclusive few that world, posts can go viral pretty quickly, which is reading a rumour. Moreover, in Shah and Mehta: True have verified pages! why it is important to distinguish the authentic case of complaints, consumers blue element [email protected]

12 afaqs! Reporter, June 16-30, 2013

WWW.ELLENOW.COM 1(:6',*,7$/ WECHAT Talk of the Town The TVCs of WeChat app promote the ‘Hold to Talk’ feature, which allows the user to send voice messages. By Satrajit Sen

he mobile messaging app market is gradually gaining momentum in India. TWith the proliferation of smartphones in the country, the space has become quite crowded. simplistic and appealing way. Earlier, there have Mobile chat services link up directly to the user’s been tie ups with Bollywood stars and movies mobile phone contacts and automatically add any (Matru Ke Bijli Ka Mandola, Kai Po Che and contact with a similar service on their device. Himmatwala) to host the stars’ official accounts WeChat, a mobile phone text and voice on the platform. The company had also launched messaging communication service developed short video ads featuring the stars and their by Tencent of China, has launched a television official accounts. campaign in India featuring popular Bollywood Tencent is also looking at marketing WeChat stars Parineeti Chopra and Varun Dhawan. through tie-ups, including one with Ibibo (MIH Designed by O&M, the TVCs promote the ‘Hold India) to distribute and market the app in the to Talk’ feature of the app, which allows the user country. Tencent has a 20 per cent stake in Ibibo to send voice messages to another WeChat user. (MIH India). Understandably, the company is promoting this WeChat is also in talks with various handset feature because WhatsApp, its biggest competitor manufacturers and telecom operators for tie- in India, doesn’t have the feature. ups. The TVCs promote the voice messaging service and Group Voice Chat features of the app. MONEY MATTERS Interestingly, the Hold to Talk feature demolishes hatsApp seems to be particularly popular the language barrier. Win India. However, it earns revenue only Speaking to afaqs! Reporter about the idea through a one-off fee of $0.99 on iOS and $0.99 and objective behind the campaign, Rahul Razdan, a year on other platforms, with the first year free. head of Tencent India says that the WeChat WeChat is in the early stage in India and TVCs aim to depict the features and the benefits doesn’t have a specific monetisation plan yet. of the application through an It recently started offering official accounts for interesting story. “Advertising brands, celebrities and merchants, which helps on TV helps us to educate them to interact with their customers through a users about WeChat’s product personalised two-way channel on WeChat. This is benefits, communicate the app on iOS App Store and the a potential revenue generator as it allows WeChat core value of WeChat and No.1 app on Google Play in the users to follow the official accounts to receive their how it enriches mobile social Indian market. messages. WeChat can charge brands for using the communication between platform to connect with users. friends and family,” Razdan MARKETING MOVES “We have seen great opportunity in mobile adds. his is the first time that a mobile internet. WeChat currently is focused on driving Razdan further adds that Tchat application is advertising user engagement on the platform. There are the campaign has helped them on TV in India. Speaking about potential revenue models to be unveiled at an reach a larger smartphone the specific marketing challenges, appropriate time. WeChat is creating a unique user base in India. WeChat is Razdan informs that the challenge ecosystem as an all-in-one app, to serve the currently the most downloaded is to demonstrate each of WeChat’s different needs of our users,” adds Razdan. application; it is also the No. 1 Razdan: Chat fight benefits for users in the most [email protected]

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

TATA CAPITAL CEAT MUTHOOT FINANCE The ‘Do it Right’ campaign emphasises the concept of The tyre maker’s latest campaign titled ‘Wet Grip’ has been The new campaign unfurls the company’s philosophy with developing the right values in children at a young age. The strategically created for the monsoon. The ad features the tagline – sapney aapke, prarthana hamari. The aim of insight behind the campaign is that while children may be CEAT all season tyres by showing how on wet roads, riders the campaign is to stress the fact that although Muthoot rigid in following advice, they learn from the actions and can be assured of safety even if there were unpredictable offers loan against gold, it also cares for its customers’ deeds done by their parents. situations. dreams and needs and pray that these are fulfilled. Agency: Cinema Vision India with Leo Burnett Agency: Ogilvy & Mather Agency: Grey Worldwide Creative Team: Priyanka Kuriakose (CVI) assisted by Creative Team: Anup Chitnis, Mangesh Someshwar, Rohit Creative Head: Malvika Mehra, Amit Akali, Amit Shankar, the creative team at Leo Burnett Dubey and Lester Fernandes Uddalak Gupta and Vishnu Srivastav Production House: Cinema Vision India Production House: Flying Saucer Films Production House: Native Films PRINT DELL MOVIES Multinational NOW computer English movie technology channel Movies corporation Dell Now has promoted has launched a its Charlie Chaplin print ad titled movie series ‘Aditya and his through an ad called Time Machine’ ‘Charlie Chaplin, The to promote its Great Dictator’. The Inspiron laptops ad features a hat that come with a and the moustache touchscreen. The of Chaplin with JOHNSON & JOHNSON ‘The Great Dictator’ ad features a Johnson & Johnson promoted its DIY calender for babies written at the boy named Aditya who restored his father’s old motorcycle with a print campaign. Due to huge demand from the bottom. using Dell Inspiron 3D technology. market, especially parents, the brand has launched the initaitive in other South East Asian countires and the calenders are being sold across bookstores in the country. Creative Agency: BBDO, India Creative Agency: In-House, India Creative Agency: BBH Communications, India OOH DIGITAL

CADBURY GEMS LIPTON (HUL) HYUNDAI MOTOR COMPANY Cadbury India created a Chocolate Trophy made out of HUL had launched an OOH campaign in Bangalore to To promote the i20 in the digital medium, Hyundai came Cadbury Gems of different colours. The trophy was made promote its Lipton Iced Tea product. People passing out with a video named ‘Ghost’. The video features a using 10 lakh gems buttons and was installed across malls underneath the banner experienced snowfall for the first ghost who asks a lift in an i20, but gets scared with the in India. time in the city. This was done to promote the refreshing automatic features of the car. quotient of the brand.

Agency: Ogilvy India Agency: Brandmovers Creative Agency: Innocean Worldwide, India

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

16 afaqs! Reporter, June 16-30, 2013 GONE MAD CHOCO STICKS Doodled Drive The campaign gives kids a platform to express their imagination and creates a consumer interaction space online. By Satrajit Sen

one Mad Choco Sticks, the says, “The brief was to create chocolate product from awareness for and promote the GGaruda Polyflex Foods, has Gone Mad Choco Sticks on the launched a digital campaign on its digital platform. Using a play on website (GoneMad.co.in) called the words ‘Gone Mad’, we came the ‘Doodle Wall’. The doodling up with characters who had literally application lets kids create their ‘gone mad’ after eating Gone Mad own doodles for submission. Choco Sticks. The idea was loved Select doodles stand a chance to be by the kids, especially because of incorporated in the packaging of the its bizarre antics, comments and product. twisted views on everyday issues.” According to the company, In March, the brand came out the campaign is all about giving with its first TVC that told the story kids a platform to express their of Murali, a young Choco Sticks fan imagination, by launching a new and his journey through friendship, consumer interaction space in the love and endearing madness. The online medium. campaign was designed by Karishma Gone Mad’s Facebook page has Lintas. taken the idea forward to engage Jayachandran adds that Garuda with children with the “Mad Polyflex will target to engage with Moment” Campaign, which lets consumers at various ATL and everyone showcase their ‘mad BTL media for Gone Mad Choco moments’ to the world. An Sticks and its other product, Gone animated character, Hippie Baba, is Mad Jelly Drink. The 22-year-old seen consuming Gone Mad Choco Garuda Food is a $500 million Sticks on YouTube, besides giving company. It has 13 production modern everyday sermons. facilities spread across Indonesia, Speaking to afaqs! Reporter China and India, and more than about the online campaign, 20,000 employees. Jayachandran V, MD, Garuda Garuda Food offers Polyflex Foods states that the product ranges such as snacks, online campaign is an endeavour confectioneries, biscuits, tea and to provide a wider platform to the coffee beverages, flavoured milk, Gone Mad World and initiate a jelly drink and fruit flavoured dialogue with consumers. drinks. The products are supplied “A rather interesting take on to countries in Asia, Europe, the core concept of the brand, our Australia, Africa, West Asia and online venture offers something for North America. everyone,” he adds. Garuda Food entered the Indian The digital campaign has been market in 2011 after a collaboration designed by Geek Online Ventures. with Bengaluru-based Polyflex Mayank Agarwal, CEO, Geek, Group. Polyflex Group is a 40-year-old $50 million company that deals in luxury and comfort The campaign launches a new consumer businesses. interaction space in the online medium. [email protected]

Stories featured on this page highlight innovative marketing techniques using various media vehicles like print, digital and out-of-home. Balki: ‘‘We are better judges of our work than anyone else can ever be’’

FOTOCORP THETHE ABSTAINERABSTAINER For all the scams, creative awards are worshipped by ad agencies for two since percolated to all employees. The agency has reasons. First, agency bosses insist that despite the feigned indifference, even come to host four editions of what it calls the ‘True Show’, its own internal awards show. marketers are secretly impressed by awards, which improve the prospects As Balki puts it, “We don’t do things by of an agency winning business. Second, awards on the shelf are great for the rules of juries or by what juries believe is the definition of creativity. We are our harshest agency morale. With so much going for them, how can an agency stay out of critics and better judges of our work than anyone else can ever be.” It is only fair to assume that a the rat race? Apparently it can, going by the example of Lowe Lintas, which strong conviction such as this has had an impact has kept away from creative awards for a decade. And it isn’t staring into on the overall atmosphere within the walls of Lowe India, giving rise to a creative culture that an ‘Abbys’ either. By Ashwini Gangal is different from the rest in the award-hungry ad industry. But does it make the average creative director at Lowe less competitive? hile interviewing ad veterans “There is enough competition within our in their offices, I can’t help but agency. We have enough brands and there’s a lot notice the trophies that adorn their of internal evaluation,” says Amer Jaleel, national desks and shelves. Most of these creative director. According to him, the top acknowledgementsW of creative excellence are management at Lowe is breeding a ‘pure culture’. perched at eye level and often form a halo of “The purity,” he explains, “lies in the fact that the colourful metal around the interviewee giving work we do has to make news in the marketplace him - or her - a strange, deity-like appearance. and has to be talked about by people. We resist the Lowe Lintas & Partners India is different greed for awards. We resist being cockeyed - with in that its offices and cabins are bereft of such one eye on the work and the other on awards. At decorations. There is a simple reason for this: Lowe, both eyes are on the marketplace.” the agency doesn’t participate in, and therefore doesn’t display, creative awards. FOTOCORP EFFECTIVENESS FIRST However, this hasn’t stopped it from coming peaking of the marketplace, Lowe’s skew up with appreciable creative work and maintaining There is enough competition Stowards ‘effectiveness’-based competitions an almost arrogant stance against creative awards. is no secret. The agency regularly enters its The halo around Lowe’s top management screams: within our agency. We have work in competitions that reward marketplace ‘We don’t give a damn about awards’. With roots effectiveness such as the Effies and the Asian stretching back to an Abby-related incident over enough brands and there’s a Marketing Effectiveness Festival (AME). a decade ago, this stance against participation in lot of internal evaluation. “Peer recognition feels good and the outlet creative awards was initiated by R Balakrishnan we seek for that is in the form of effectiveness (better known as Balki), chairman and chief AMER JALEEL awards,” states Vikas Mehta, chief marketing creative officer, Lowe Lintas & Partners, and has officer. According to him, this skew towards

18 afaqs! Reporter, June 16-30, 2013 &29(56725< effectiveness is a conscious attempt to look down it to this council.” And luckily for Lowe India, on creativity for creativity’s sake. “In the ad the global Lowe network as well as its holding industry, creativity is a means to an end, not an company, the Interpublic Group, have both been end in itself. With all due respect to the creative supportive of its approach to awards. awards jury of 25 people who are our peers, their lens seems to be that of craft alone. We believe THE HR LENS advertising is commercial art, not a pure art. hough Lowe India feels no pressure from its Work that is artistic for art’s sake belongs in an Tglobal heads to compete for awards, how has art gallery, not to the advertising world,” he adds. this stance impacted hiring at the local level. It The creative heads at Lowe admit they don’t is said that a portfolio laden with work that has hesitate before tossing aside a brilliant creative won awards helps propel the career of the average idea, internally, if it is not an effective one. creative director. Balki rubbishes this, saying, “This is part of an internal hygiene system that “This used to be the case 10 years back, when we have cultivated,” says Jaleel. Of course, the people were fools. Work propels careers. We’re creative leaders at Lowe are sure to clarify that not dumb enough to hire someone if we don’t like We’re not defined by what ‘effective’ work has never meant ‘not creative’ the work and the work has won an Abby.” work and realise that creativity and effectiveness Even so, has Lowe’s no-awards belief ever we don’t do but by what we are not mutually exclusive qualities. Balki, made hiring a problem? Michelle Suradkar, though, has additional reasons for being partial to director, HR, Lowe Lintas & Partners, admits that do. Our stand against awards effectiveness-based competitions. “The Effies are in the short term it did rattle a few applicants, but is not our defining factor. in the long term it has only made hiring easier. In the initial years after Lowe adopted this outlook, MICHELLE SURADKAR some young creative people would say when they found out about it, ‘…so that means I can’t apply as I won’t be able to do work that will win me awards’, but over the years, it has helped weed people who actually invest in its brands? Which out the misfits and attract the right talent. “I recall brand manager doesn’t like going up on stage a conversation from four years back with a young to be applauded for an ad created for his or her creative director who applied for a job here saying, brand? And there’s no denying the existence of ‘I have won enough awards through scam ads to marketers who pressure their agency partners to now want to do the real thing. That’s why I am deliver ‘award-winning’ work. here’,” shares Suradkar. She claims that today, Says Anuradha Narasimhan, director, across departments, Lowe’s attrition is lowest in marketing, Britannia Industries, “Advertising creative. awards are for the advertising community. For Ask Suradkar about the characteristic features me, the cash register is more important. Would it of Lowe’s creative breed given this no-awards be nice to win something? Of course! Is it such a Peer recognition feels good culture and she responds with, “We’re not defined big deal, though? Not really.” by what we don’t do but rather by what we do. Our Awards could also be a source of feedback and the outlet we seek stand against awards is not our defining factor.” Is for a brand marketer. On some level they help for that is in the form of the quintessential creative director in Lowe more determine one’s standing amidst competition. brazen given a strong anti-establishment leader Do Lowe’s clients miss this feedback? According effectiveness awards. like Balki? “This company has been arrogant to C K Venkataraman, chief executive officer, about the fact that it is principled and does the jewellery, Titan Industries, given social media VIKAS MEHTA right thing,” she says. and the general buzz around brands in the public space today, it’s not too difficult to find out CHEERS AND JEERS whether one’s ads are being well received. “The he agency’s employees may have bought into husband-wife Diwali film that Lowe created for us more credible than the Abbys as there are many Tits philosophy, but what about its clients – the was talked about in the news and in the industry. more clients on the jury,” he shrugs. A ‘credible Experts wrote about it. For us, that’s recognition, awards show’, in Balki’s eyes is one that has seven as opposed to a forum like an awards ceremony. clients, who produce fantastic work on their So if the work is good, you get to know anyway,” brands, as jurors. he says. And former adman Venkataraman admits Despite its longstanding stance against entering that as an agency employee he used to feel excited its work in creative award shows, Lowe India’s about awards. “Back then, I’d feel bad if my ads still stand a chance of being awarded at agency didn’t win but my perspective has changed these very shows. How so? Enter Lowe’s Global now that I’m on the marketing side of things.” Creative Council. This 30-member body that The leader who started all this is happy. His came into existence around three years back team seems to have adopted his views. Clients comprises creative talent from around 20 of aren’t complaining. Of course, there’s the Lowe’s global offices. The council is free to pick occasional cynic, without whom things would work from Lowe India and enter it in any global be all too perfect. K V Sridhar (aka Pops), chief award forum. creative officer, Leo Burnett, Indian subcontinent One may argue that this is a rather convenient - creatively, one of the most awarded agencies in set-up that allows Lowe to milk the best of both Advertising awards are for India - sums up Lowe’s outlook interestingly. worlds: the agency maintains its anti-award stance Says Pops, “Every agency has its own while its work gets evaluated by international the advertising community. philosophy and personality. Lintas, right from juries. Jaleel reacts, “What comes first is important. Alyque Padamsee’s time, has had a very audacious The work we take to this council comprises work For me, the cash register is personality. After Alyque, the ‘We are God’ that has already succeeded in the Indian market more important. personality got diluted a bit but after Balki came and work that we’re proud of. If the council feels in, the audacious, I-don’t give-a-damn personality it meets the criteria set by international award ANURADHA NARASIMHAN of Lintas returned.” forums, they enter it, but we never make ads in Did we hear Balki say “touché”? a particular manner just so that we can present BRITANNIA [email protected]

afaqs! Reporter, June 16-30, 2013 19 1(:6',*,7$/ FIRSTPOST-FAKING NEWS A Real Acquisition Post the Network 18 takeover, FakingNews.com will remain as a standalone entity and founder Rahul Roushan will remain its editor. News Bureau

etwork18’s online news portal Firstpost. Roushan says that it was clear that the “next com has acquired FakingNews.com. step” involved finding the right partners for NFakingNews.com will remain a stan- growth in the right direction. “Faking News had dalone entity and founder Rahul Roushan will to continue being a ‘news satire’ website and not remain its editor. lose its focus. I decided to go ahead with Firstpost. Roushan is now a part of the Firstpost news- as it values its readers, believes in interaction, and room. In 2012, Roushan was hired by mobile doesn’t see the ‘social media’ as its antithesis,” content firm Affle to create content driven ideas is now part of Roushan adds. for global audiences and also take his own venture, Rahul Roushan is a former journalist who goes FakingNews.com, to a larger audience. Roushan by the pseudonym ‘Pagal Patrakar’ on FakingNews. worked as head, content services at the company com. An alumnus of the Indian Institute of and also operated FakingNews. Management (IIM) Ahmedabad, he has worked Speaking about the acquisition, Durga with Sahara Samay. Raghunath, VP, product and exec news producer, In 2008, he launched FakingNews.com, an Firstpost, said, “Two years after launch, it is Indian news satire and humour website which was beyond doubt that we are a social news product. “Faking News had originally started as a blog and a hobby. Our audience through social networks and the to continue being Network18, through its subsidiary Web18, interaction on our site have proven, unequivo- launched Firstpost as a digital newsroom in cally, that social relevance will drive our future. a ‘news satire’ 2011. Besides Firstpost, the company also runs Our first step into this future is the acquisition website.” MoneyControl.com, in.com, Bookmyshow.com, of FakingNews, a site that has defined satire and RAHUL ROUSHAN CommoditiesControl.com and PowerYourTrade. humour writing in India. Our strong belief is that com. In the content vertical, the company owns those who are digital news addicts are also those Tech2.com, Cricketnext.com. who have an enormous appetite for satire.” [email protected]

THE CURIOUS DIGITAL MARKETER 2.0 R P Singh, CEO, Sirez Group impossible task for any individual and Preetham Venkky, business to stay on top of every new devel- head, KRDS Asia are the special opment. This is a book that will contributors to the book. demystify the digital world for you, Digital Returns Commenting on the second edi- so you can appreciate and innovate tion of the book, Karthi Marshan, better,” says Tushar Vyas, managing After the success of the first book from its stable, afaqs! EVP and group head, marketing, partner, GroupM (South Asia). Campus is back with the second book titled The Kotak, says, “The book allows us Anant Rangaswami, editor, to ﬁnd explanations on every sin- Storyboard (CNBC), says, “The Curious Digital Marketer 2.0. News Bureau gle granular thing that befuddles book is like my copy of Chambers us about digital marketing. What’s Dictionary. I don’t need it all the fter successfully tickling their best to provide a crash course more, it allows you to do so at your time, but when I do, it had better the curiosity of marketers in digital mastery. own pace.” be around.” Awith the ﬁrst book in the The author of The Curious Manish Kalra, marketing head, Dippak Khurana, CEO and co- series, afaqs! Campus is back with Digital Marketer 2.0 is Kapil Ohri, MakeMyTrip, states, “The book is founder, Vserv, says, “This sequel the second book of The Curious head, afaqs! Campus, while the co- a must read for media professionals will demystify concepts and bring Digital Marketer (CDM). Named authors are Reem Saied, head, digital and digital advertisers who want a synergy to mobile, social and digital the Curious Digital Marketer 2.0, strategy and alliances, Ad Magnet; clear understanding of digital media campaigns.” the book is a compilation of more Gayathri Choda, head, analytics, and the opportunities it provides.” Explaining the need for a sequel, than 101 frequently asked (new) India and MENA, MediaMind; “It’s complex and a humanly Prasanna Singh, COO and publish- questions which marketers ask digi- Vishal Jacob, senior director, digital,igital, er, aafaqs.com and afaqs! Reporter, tal media professionals. Much like GroupM; Sairam Ranganathan,n, didig-g- states,state “This book seeks to be a wor- the current digital ecosystem, the ital client lead, GroupM (Maxus);axus); thy successor to the series, with a questions are a lot more evolved. Amit Lall, head, mobile marketing,keting, moremor evolved look at the challenges The Curious Digital Marketer Mobile2Win; Manoj Kandasamy,samy, marketersmark face in digital marketing 2.0 is a must-have handbook for business group head, mobile,obile, today.”toda anybody who dabbles in digital GroupM (Maxus); Karan Anand,Anand, KapilK Ohri, head, afaqs! Campus, marketing. Divided into sections group head, strategy planningnning says, “This is not an updated version like Display Advertising, Search and mobile, Interactive Avenues;enues; of ttheh earlier book. In fact, this is a Engine Marketing, Facebook Geetanjali Anderson, group head,head, versionvers that can stand alone. It does Advertising, and Mobile Marketing media and search, Media2Win;2Win; not matter if you have read Book and Web Analytics, the book has Sanjay Mehta, joint CEO, SocialSocial 1. AllA that matters is your obvious contributions of 14 digital media Wavelength; Advit Sahdev,, co-co- desiredesi to stay on top of your digital professionals across digital media founder, OdigMa; and Majid Khan,Khan, marketingmar plan.” companies in the country, who do business director, South, OMD.D. [email protected]

20 afaqs! Reporter, June 16-30, 2013 THERE’S A PHOTOGRAPHER IN ALL OF US. IT’S TIME YOU LET YOURS OUT.                    

Presented by: Powered by: Associate Sponsor:

& 1(:60(',$ DANCE REALITY SHOWS The Big Face-off Three big reality properties - DID Super Moms (Zee TV), JDJ-6 (Colors) and Indian Idol Junior (Sony) - launched on June 1 are competing at the same weekend time slot. By Prachi Srivastava

hree of the biggest reality shows in India - Dance India Dance Super Moms, Jhalak TDikhhla Jaa-6 and Indian Idol Junior were launched on June 1 on Zee TV, Colors and SET, respectively. While Jhalak Dikhhla Jaa (JDJ) continues with its proposition of a celebrity dancing reality show, wherein each contesting pair has one choreographer and one celebrity, DID and Indian Idol are attempting something new this season. While Zee TV has attempted a DID season dedicated to mothers, Sony has launched a kids’ version of Indian Idol this year. As per TAM data (HSM, C&S, 4+, including LC1 markets) provided by a subscriber, DID Super Moms, that ran for almost 90 minutes on Saturday (9-10.30 pm) rated 3 TVRs and helped the channel grab around 9 gross rating points (GRPs) in the week ended June 1. DID is considered to be the biggest home- grown reality show format in India. DID Li’l Masters-2 had opened with 5.8 TVRs and rated 3.5+ TVRs on an average throughout. Despite intense competition on the slot, it still managed to get the highest opening ratings amongst non- ﬁction shows running currently, including Star Plus’ Dancing Superstars that debuted with a TVR With conﬂict on timings, the quality of dancing also gets better.” of 2.5 on April 27 but fell from 2.2 TVR in Week Indian Idol has taken up the Saturday-Sunday 21 to 1.5 TVR in Week 22. JDJ and Indian Idol there is bound to be time slot this time, as compared to Friday-Saturday opened with 2.4 TVRs and 1.8 TVRs, respectively. last year. While the property is a premium singing Ajay Bhalwankar, programming head, Zee TV, fragmentation of audiences reality show, it has lost viewership over time. says, “DID is the biggest dancing property and the The show, which had adults as contestants last opening of DID Super Mom shows people are Raj Nayak, CEO, Colors feels the launch year, launched with 2.1 TVRs on June, 2 in 2012. supporting the talent. I am sure the ratings of the episode of JDJ could have done better. “We were Considering the content on rival channels and show will improve in times to come.” expecting the show to deliver 3+TVR, but given addition of LC1 markets, Sony opened Indian Colors, meanwhile, aired the JDJ-6 premiere that there were many attractions on other channels Idol junior with 1.8 TVRs despite getting a unique night episode for almost two-and-a-half hours which fragmented the audience, we are happy with audience base for 30 minutes as it airs from 8.30- from 9 pm. The show that carries a huge celebrity the opening episode numbers. We expect that the 10 pm while the other shows start at 9 pm. value and had Ranbir Kapoor as a celebrity guest, second episode onwards, the show will perform Anita Kotwani, principal partner, client contributed around 12 GRPs to the channel’s much better. JDJ is a show that keeps growing on overall collection in Week 22. the audience and gets better with each episode as FRQWLQXHGRQSDJH>>

1(:60(',$ TELEVISION The Twelve Minutes A new regulation that limits TV advertising to 12 minutes per hour will come into effect from October 1. A primer on how the different genres of television will be impacted. By Prachi Srivastava

ewer ads, more programming. While they will have to cut down Television viewers are bound to the ad inventory, media agency experts Flook forward to the new regime believe that there are a few marquee that will be ushered in in less than four properties, which an advertiser can’t months from now when the TRAI’s afford not to put money on: for instance, (Telecom Regulatory Authority of an IPL. India) notification takes effect. Known Broadcasters with cricket properties in the business as the 10 + 2 ad cap - 10 will be less vulnerable than others. minutes for ads and two for channel While the cost of acquiring these promotions - broadcasters, agencies properties is humungous, advertisers and advertisers are furiously debating can’t do without them either. what the notification on Quality of While live sporting events are time- Service (Duration of Advertisements in break-based, on an average the channels Television Channels) will mean. have been airing ads for around 14-16 The squeeze has already begun. minutes per hour and hence the From June 1, all channels have been inventory cut could be compensated by asked to limit advertising to 30 minutes a hike in ad rates. per hour. From next month, it will drop The movie genre will have to reinvent to 16 minutes for all channels except for its business model if the cost of movie those in news who will be permitted acquisition keeps going northwards 20 minutes of ads. It finally drops to even as the ad inventory is cut. 12 minutes per hour for everyone on Revenues have been growing October 1. steadily but the business is title-driven. Not each genre of television content Channels in this space are going to be will be impacted in the same way, especially hit since they currently air believes afaqs! Reporter. Before you about 15-25 minutes of ads per hour. If begin reading about the nature of the the channels can no longer pay as much impact, two points to note: one, a for movie acquisition, what will film- channel which is part of a large network makers do? will be less hurt by the ad cap than one Digitisation will enable many which is an independent, everything more people to pay and watch films. else being equal. Two, the leaders in Whether that will take some pressure each category will suffer less than the off broadcasters in the bidding war also-rans. remains to be seen. In this fiercely competitive genre, The youth and music genre caters news channels have been scrambling to to an extremely young and fickle limit their losses. Running lots of ads Product categories like FMCG and audience. Channels from this genre per hour has been one way of doing have to be on their toes and innovate that. On an average, Hindi and English consumer durables simply can’t do with programming continuously. channels run between 20-25 minutes without Hindi GECs. Music, especially, is a commodity. The of advertising per hour - twice as much coming ad cap will force channels to as is proposed. The bigger channels are optimistic viewing share. Product categories like FMCG and use more trailers in terms of content. Like the that the new rules will clear the field by destroying consumer durables simply can’t do without them. movie genre, music too is a frequency generator. the fringe players who run a high proportion of ads These channels average 13-15 minutes of ads per Media agency executives believe that these because their rates are so low. If some go under, it hour. Some may have to cut their ad inventory channels will have to correct the ad rates - which will allow the serious players to - hopefully - raise by around 20 per cent. Some media buyers say are low - in order to compensate for the loss of their rates. According to some estimates, the ad that there is already pressure from the GECs to inventory. Some channels may be able to pull inventory in the news genre will crash by 60-80 increase the rates by approximately 20 per cent that off. per cent. and more. However, as the deals are done on a The genre, on an average, airs 16-20 minutes There is one counter argument which runs that CPRP (cost per ratings point) basis, the agencies of ads per hour. Music broadcasters believe that the ‘frivolous’ players will not go bust because they are asking the channels to show better yield. with the 12-minute ad cap, they will get to air are not in the television business to make ad-based Broadcasters believe that media agencies will more content which will get them more GRPs and profits in the first place. Politicians and real estate have to agree to a price hike. They also feel that hence more money. Interestingly, these channels players, among others, have floated news channels if agencies want greater yields in a fragmented generate a significant part of their revenue through for clout. Smaller advertisers, who used the less market, they should sign deals on a CPT (cost per brand integration. The ad cap move will not only known news channels to advertise, will have to thousand) basis. In any case, GECs are also well force them to try increase ad rates but also opt increase their ad spend or look beyond the genre. placed because with digitisation, they can expect for more brand integration and advertiser-funded In these uncertain times, the gradual decline stronger subscription revenues. programmes. in carriage fees because of digitisation will bring Internationally, sports channels are Also, as mentioned earlier, in this genre too some consolation to news channels. subscription-dependent, unlike India where they the standalone channels will suffer more than the Among all the genres, the Hindi GECs are likely rely on advertising because the law does not allow channels associated with the bigger networks. to be the least affected because of their dominant them to charge a premium. [email protected]

24 afaqs! Reporter, June 16-30, 2013

1(:60(',$ JAGRAN PRAKASHAN << FRQWLQXHGIURPSDJH The Big Face-Off...

Regional Power leadership, Mindshare, feels that Indian Idol Junior is in audition stage and will build over The Urdu daily has been launched from Patna, Muzaffarpur time. “There will be traction on viewership and Bhagalpur. By Sumantha Rathore as shows like Indian Idol usually unveil some outstanding talent.” Nikhil Madhok, vice-president, marketing, some of the adjoining districts of Jharkhand. Star Plus believes that right now, it’s a wait Mohd. Jamshed Hasam, assistant general and watch situation as to which of the four manager, marketing, Inquilab, says, “Patna, and shows will perform the best. Quite positive Bihar as a whole is a very fertile market for about India’s Dancing Superstars, Madhok Urdu readership. There is good scope of Urdu says, “The launch episodes of reality shows publications in the state of Bihar.” generally rate more than the other episodes of The new editions are being promoted through the seasons. There are times when channels banners, hoardings, leaflets and mobile van go break less for an hour or air the episode for activations. longer duration which they don’t otherwise. The ad rates for the Patna edition is `207 per We are confident about our show and believe sq. cm. that it is unique and appeals to a broader For the record, the 73-year old newspaper claims to reach out to more than 6 lakh readers. It covers international, national and local news, The combined initial print run of all the three editions audience. Once the launch ratings stabilise, we will know which property is doing well.” in Bihar is 1 lakh copies Kotwani explains, “DID’s legacy would have ensured that viewers come in to watch. However, initial reaction after seeing the show is not at par with the other DID offerings. With all shows conflicting on the timings, there “Bihar as a whole is bound to be fragmentation of audiences, is a very fertile where there will be an upswing for some and a sliding of viewership for some.” market for Urdu Navin Khemka, senior VP, readership.” ZenithOptimedia believes that the audience nquilab, the Urdu daily from the stable of Jagran MD. JAMSHED HASAM prefers more mature content. “The ratings Prakashan (JPL), has entered Bihar. The daily have clearly shown that the audiences’ Iwas launched from three cities simultaneously preference is more towards mature content. on the same day (May 27), including Patna, While JDJ has a star value attached, DID is Muzaffarpur and Bhagalpur. a more established property. Indian Idol will The combined initial print run of all the three business guidance, women empowerment and take time to pick up. Also, TAM has started editions in Bihar is 1 lakh copies, out of which the related issues, career guidance, films and sports. reporting about the LC1 markets. While Sony maximum copies will reach Patna (about 50,000 Urdu newspaper Inquilab has editions is considered to be a more urban channel, Zee copies per day). in Mumbai, Lucknow, Kanpur, Allahabad, TV, because of its legacy and Colors for its The three editions will cover all the strategic Gorakhpur, Varanasi, Delhi, Meerut, Agra, Aligarh, shows like Balika Vadhu are being watched in locations of Bihar and will cater to a major chunk Bareilly and Moradabad. smaller cities.” of Urdu readers of the state. They will also cover [email protected] [email protected]

(9(1*22'&$1! *(7%(77(5

JOB MREVZLWFKLQ7KHQRVSHFLDOLVWMREVLWHLQ,QGLDIRUWKH$GYHUWLVLQJ0HGLD 0DUNHWLQJSURIHVVLRQDO SWITCH .in

1(:60(',$ ZEE TV Family Planning The channel has launched the Indian adaptation of Israel’s ‘Connected’. The show is being produced by Disney UTV in India. By Prachi Srivastava

fter successfully launching home-grown media and are looking forward to engaging Deol, that is being aired Monday to Friday non-fiction properties like Sa Re Ga Ma with the youth through the medium.” at 10 pm. APa and Dance India Dance, Zee TV has Chawla adds, “We have promoted the Zee TV will also conduct BTL activities launched an Indian adaptation of the Israeli format, show through Google hangouts, Facebook, in the second phase of its marketing ‘Connected’, in India. Titled, ‘Connected Hum Twitter and YouTube, but not in the campaign. Tum’, the programme is produced by Disney conventional way. We have also targeted Ashish Sehgal, chief sales officer, ZEEL, UTV and hit the small screen on June 3. the blogger community and have done tells afaqs! Reporter that the show has With this format, the channel has taken a plunge got on board a few associate sponsors and into something which it claims has never been hopes to lock the deal for powered by and attempted before on Indian television. Connected title sponsors soon. Hum Tum is a ‘women’s peep show’, where six But will such a format work? Anita Kotwani, ordinary women from different walks of life, who principal partner, Mindshare, believes one will have shot the videos themselves, share their private have to wait and watch. “From a media agency’s moments on national television. point of view, we will take notice of the show’s The six women in Connected Hum Tum performance and then think of making an feature Malishka Mendonca (Red FM RJ), Preeti investment into a genre that has never been tried Kochar (dentist and belly dance instructor), Pallavi before and is neither fiction nor non-fiction.” Barman (brand manager with Diesel), Mahima Dhirendra Singh, AVP, BPN, avers, “Indian Chaudhary (actor), Sonal Giani (LGBT activist with Humsafar Trust) and Madhavi Mauskara (language expert and corporate trainer). Ajay Bhalwankar, head, content, Hindi GECs, ZEEL, says, “The core idea at the heart of ‘Connected Hum Tum’ is to bring families together by demystifying relationships. In studying the mind space of six women at different crossroads in life, Zee TV gives the audiences a The show aims to bring families together by Bhalwankar, Chawla, Kotwani, Singh and Sehgal: a peep at success demystifying relationships activities online to engage with the viewers. After audiences have not experienced this kind of non- the first episode, the feedbacks that we have got fiction format. It will attract first time viewers. But chance to understand the psyche of today’s Indian from our social media tools are very encouraging.” the content will decide whether consumers hold woman, thereby, understanding the women in our The show has been promoted extensively on on to this show.” Singh adds that the show will own lives better.” all the channels of Zee network, along with cross- compete with well-established fiction shows that Talking about the marketing activities of the channel promotion on various news channels and have good viewership. In such a scenario, content show, Akash Chawla, marketing head, national music channels. The channel has also tied up with will play a vital role in fascinating the audiences channels, ZEEL, informs, “We started promoting the leading DTH operators (including Dish TV) and making them stick to the show, he opines. the show on digital media instead of traditional to generate buzz about the show, hosted by Abhay [email protected]

(9(1*22'&$1! *(7%(77(5

JOB MREVZLWFKLQ7KHQRVSHFLDOLVWMREVLWHLQ,QGLDIRUWKH$GYHUWLVLQJ0HGLD 0DUNHWLQJSURIHVVLRQDO SWITCH .in ,17(59,(: ROHIT OHRI> EXECUTIVE CHAIRMAN, DENTSUNTSU IINDIANDIA GGROUPROUP “Dentsu has the last mover advantage” Rohit Ohri, executive chairman, Dentsu India Group, about his priorities and what drives him. By Rashmi Menon

entsu India Group, the Japanese-owned Dentsu continueses to bebe advertising and communications agency, identified as a JaJapanesepanese Dhas been in the news for action of all ad agency with JJapaneseapanese kinds. Two years ago, it was because Rohit Ohri clients. How successfuluccessful quit JWT after more than two decades to take over have you beenen in as the Dentsu boss in India. Then, last August, changing that? it took a majority in India’s hottest new creative In 2012, as a group,, 60 per agency, Taproot. And, last week, it was because cent of our businessss came it had picked up an 80 per cent share in digital from Japanese clients.nts. In agency Webchutney. 2013, 60 per cent ofof our afaqs! Reporter speaks to Rohit Ohri, business will come from executive chairman, Dentsu India Group, about non-Japanese clientsients his priorities and what drives him. and 40 per cent fromfrom Japanese clients. ThatThat About the Webchutney acquisition: where is a very significantant does digital stand in Dentsu’s scheme of shift in a single year.ar. things? Some part ooff We have always talked of Dentsu as an integrated this shift has beenen communications solution company. Part of this organic and some,e, necessitated that we have a very strong digital inorganic. Thehe capability. inorganic bit is the Webchutney stood out on the basis of the acquisition of Taprootproot quality of the work, the cultural fit and the two and Webchutney, wwhichhich leaders of the company (Sidharth Rao and Sudesh bring in a huge basease ofof Samaria). almost 100 non-Japanesepanese Digital is a core capability that we need to have, clients. Even the DDentsuentsu

and so I thought, let’s go with the best. agencies have pickedked up SUSHIL KUMAR a significant numberber of What will you do with Blue Slate Media local or global clients.li (Webchutney’s subsidiary content company)? Having said that, it We are trying to understand what is core and non- is immaterial whether the client is Japanese or could be big contender to being a mega player in core. We will take a call in about four-five months. Indian. We want to be known as the best agency India. for integrated communications in India. When Dentsu bought out Sandeep Goyal’s When you look at Dentsu’s future in India, stake in early 2011, it lost the bulk of the You were with JWT for many years. Looking what worries you? top management. How will you ensure that back, how do you compare your experience We do not have many aligned clients. A lot of our doesn’t happen? in the two organisations? clients are local or have been acquired in a specific When you buy a 100 per cent stake, it’s clear that JWT is an absolutely fantastic agency. It’s an region or a specific country. So, we don’t have the you are parting ways with the person whose stake agency I have grown up in as an advertising permanence that a global relationship gives. you are acquiring. professional. A lot of what I am today has been But it also keeps our fighter instinct intact. We The most important thing is that the key shaped by JWT. The difference between JWT and work hard to please our clients. It gives Dentsu the people in Taproot and Webchutney, who created Dentsu is, obviously, the position I am in. cutting edge. those companies, still hold significant part of the In JWT, even though I was heading the largest For us, communicating with the next stake, which means they are working to grow to branch, I was reporting to the India head, who generation of consumers is also very important. the next level. As a part of our contract, they have in turn was reporting to the regional head and Dentsu is the first agency network to have been to be with the organisation for a specific period. so on. The hierarchy was very thick. In Dentsu, created in the post digital era, which gives us the the fact that I head the whole group and being last mover advantage. Why do you have four agencies carrying the the chairman of the holding company, gives me We will be building the network around the Dentsu name? It’s confusing. a whole different scale, perspective and width of strengths of the Aegis network. Each of the many We have done this because these agencies handle operation that I didn’t have earlier. brands under the Dentsu Group has specific skills competitive businesses. It helps to manage conflict The acquisition of Taproot and Webchutney and capability. We will get these to work together, in categories like automotive or electronics. were the two things that I had very high on my and collaborate with each other in the best interest Separate agencies ensure that client confidentiality list. And, thanks to Aegis, we also have access to a of the client. That’s what will make Dentsu the is maintained. That, for us, is the most important whole host of other skills and capabilities. In the network of the future. thing. next two or three years, if Dentsu gets it right, it [email protected]

afaqs! Reporter, June 16-30, 2013 29 1(:60$5.(7,1* CLOSEUP A Hit Pairing? The agency has launched an innovation for Closeup wherein Ranbir Kapoor and Deepika Padukone will feature on the toothpaste brand’s pack for a limited time period. News Bureau

el toothpaste brand Closeup, in collaboration with Dharma Production’s GBollywood hit,‘Yeh Jawaani Hai Deewani’, has announced the launch of a limited edition toothpaste pack that will feature Ranbir Kapoor and Deepika Padukone, the lead pair of the movie, on it. Each pack also includes a special friendship band autographed by the duo. Mindshare Fulcrum, the media agency of Hindustan Unilever, has worked on this innovation. The app is now available opportunities to our consumers - from the The announcement was made at an event held special pack with friendship bands to technology at Mumbai’s Taj Land’s End Hotel. The event on Google Play Store and engagement.” was also webcast live on www.facebook.com/ Archana Jhangiani, partner, invention, closeupindia, the page where the actors are to host will be made for iOS, too. Mindshare Fulcrum, says, “Movies are no doubt an exclusive ‘webchat’. the biggest passion in our country and we actively A TV commercial around the same theme was available soon for iOS, too. leverage their power to strengthen and differentiate also unveiled at the event and a live demonstration Atul Sinha, category head, oral care, Hindustan the brand conversations. Therefore, movies for us of a related augmented reality application was Unilever, says, “This movie is a perfect ﬁt for us is a priority media platform and intrinsic to the made. The app (‘Closeup with stars’) is now since it truly embodies what our brand stands for. brand’s communication strategy.” available on Google Play Store and will be made Our intention is to offer multiple engagement [email protected] %<,19,7$7,21 Well-known professionals write on issues that they feel passionately about

KISHORE CHAKRABORTI Caught on the Net

e have one common salivating on it now, at the threshold laptop between us. I of a huge techno-social change take it to my office in silently happening in small town the morning and once India. IW return home, she monopolises it On my way to Roorkee from for the rest of the evening - checking Delhi, I saw in the city bus stands mails, networking on Facebook - young people under umbrellas in the appreciating hundreds of friends/ scorching sun, selling apps to small semi friends on their original/stolen/ town young and middle-aged men plagiarised posts, clicking likes on and women. their never-ending changed profiles. “I make quick bucks from selling Social networking for her is like apps,” said one of them. “The net an evening stroll - into a community is full of apps on brands of dresses, of people whom it is impossible accessories, tech products, loans, to know well because every day, gadgets - even jewellery. I download the friends add acquaintances to this them in the customers’ comps, show crowd, which has a sort of blanket them how to use it and they pay approval of being a decent crowd. gladly It is like the old city colonies Online is crafting out a new which were known by the type of language of relationships. Among people staying at different locations the young boys and girls, it is the - you don’t have to be pally with harbinger of goodies; for them, the all of them, but you don’t mind new gazal line is “courier aayee hain” exchanging pleasantries. ,WLVEHWWHUWRZDLWRQOLQHIRU\RXUFRQVXPHU and not “chitthi aayee hain”. Facebook replicates this social Guardians and parents - it’s time norm in its own ways - the way WKDQWRORVHWKHZDYHDOWRJHWKHU to upgrade yourself; visit your out one handles the likes, smiles, of station children through Skype. shares, comments and reciprocate Send your aashirvaad and good comments and uploads are good clearly remembered last year, when U Shopping alone can be exciting wishes online and in kind; they will enough instruments to calibrate one’s she turned down a request to book if the shopper’s confidence of love it! The new commercials of social exchanges with members of an air ticket online. “I don’t like making a choice can be enhanced online shopping also portray a new the digital community. I got used to interacting with machines, there is and encouraged. perspective on relationships. Take this pattern of her virtual socialising no human face!” Also, there were U Price can be harnessed as a for instance an eBay commercial. till I noticed a significant change those agonising moments when you powerful surprise quotient, The ad, which features a husband in her Facebook sojourn. Like all have made an online payment and creating a sense of win which procrastinating about a Sunday changes, it did not hit me overnight; all you see is a vortex of uncertainty, is still a rare feeling in real life shopping spree suggested by the its manifestation was visible in a spinning with the occasional warning purchase in India. wife, takes an unexpected turn once different chain of events. “don’t touch the refresh button”. In the virtual world, you the wife sees the discounts on eBay. I noticed that the most frequent And then, everything stops with are the only customer. You have Suddenly, she is all understanding visitors to my flat in the last couple a penultimate verdict: Internet complete liberty to toy with idea and eager to stay at home, to make of months were boys of different Explorer can’t find the page. Oh of buying a brand. You suddenly most of the online deals. courier services delivering goods my God! What has happened to my connect with your larger than life Online marketing is a part of the purchased online. money? Has it sunk in the digital self. The computer screen acts like emerging mindset of consumers who There were other unexplained ocean? a magic mirror, a sweat-less world are questioning the status quo in behaviour patterns, too. Earlier, That was just one year back; where of shopping where base things an evolving world. Marketers please every purchase would have resulted did these problems vanish? Who like haggling for price, extracting a take note; it is better to be present in a very predictable dialogue pattern. sorted them out? Who engineered bargain and fear of online payment/ online and wait for your consumer “Let me show you what I have this shift? exchange are magically removed. You than losing the new wave altogether. bought”; or “Do you like it ...good ... The online shopping guys had get discounts you can only dream By the time new research report tell me ...na”. I suddenly remembered done it by questioning/addressing of; the apps tell you which product proves the point, the opportunity is that I had not been receiving indents some basic premises of traditional in which price range is the best already lost. Online is no longer a of purchase messages in my mobile shopping. value for money and why. You don’t selection of a medium of shopping on my way back home. Suspicion U If you can make your product need a so-called expert/friend to tell any more - it is a way of life. added suspense in the family drama. talk, the consumer will not miss and approve your choice. And, don’t I peered over her laptop. The the absence of a sales person. All worry about payments. Do it your Facebook page was replaced by sites you need is to provide the help way. Pay on delivery. If you don’t like Homeshop 18, FlipKart, Olx, of a neutral expert. In the tech like it, return. No questions asked. (The author is vice-president, consumer Jabong and even Makemytrip.com. I world, they are the apps. In fact, entire emerging India is insight & HFD, McCann India.)

afaqs! Reporter, June 16-30, 2013 31 1(:60(',$ ZEEQ / BBC Baby Steps The channel has tied up with BBC Worldwide to get CBeebies programmes to preschoolers in India. News Bureau

eeQ, the edutainment channel from the Zee Network, has partnered with BBC ZWorldwide to bring CBeebies to Indian audiences. With this new license agreement, ZeeQ will air CBeebies’ programmes from Mondays to Thursdays for an hour between 9.30 am and 10.30 am, with a two hour repeat telecast on weekends between 11.00 am and 1.00 pm. The CBeebies brand will be launched on July 1. CBeebies, along with BBC Entertainment India, had ceased airing in the country in November, 2012. ZeeQ viewers will now be able to watch ‘3rd & Bird’

and ZeeQ’s ethos of language skills and educational values. “The ‘What Is Right for CBeebies time band on ZeeQ is just the beginning the Child’ gels well of our partnership. We look forward to working with the CBeebies’ with Zee to continue to bring popular and award- philosophy of winning CBeebies programmes to ZeeQ,” Aga providing clean and points out. safe content to the ZeeQ currently caters to the 4-14 year age child.” segment. With this association, ZeeQ aims to Myleeta Aga, strengthen its current portfolio of programmes. senior vice-president The channel currently airs a mix of live action and general manager, and animated shows. Some of its shows include India and content Teenovation, Science with BrainCafe, Amar head, Asia, BBC Chitra Katha Heroes, Sid the Science Kid, The ‘Charlie and Lola’ Worldwide, adds Weekly Wrap, Word Match and MI Four - The that The CBeebies’ Multiple Intelligence quiz. popular series such as ‘Teletubbies’ targeted at brand is trusted by BBC Worldwide is the main commercial arm preschoolers (aged 0-3 years); ‘3rd & Bird’, an parents and caters and a wholly owned subsidiary of the British animated series for 3-5-year olds packed with internationally to Broadcasting Corporation (BBC). From April entertaining stories and songs; and ‘Charlie and deliver a safe, non- 2013, it restructured its business to be based Lola’, a witty animation series about two siblings violent and interactive around geographic locations, supported by key based on the award-winning picture books by experience designed global business areas. Lauren Child. by developmental Business activity devolved to each region Subhadarshi Tripathy, business head, ZeeQ, experts to promote includes channels, TV sales, consumer products says, “We are happy to partner with BBC. ZeeQ is imaginative play, and production. committed to the positive development of children Tripathy and Aga: Playful social interaction, [email protected] A JOURNEY IS ALWAYS FUN IF YOU WANT IT TO BE

PRATAP BOSE A colleague/co-workercolleague/co-worker fromfrom your industry with whom COO, DDB Mudra Group you wouldwould likelike to go on a holiday.holiday. I certainlcertainlyy wouldn’t want to take If there is one placeplace youyou can a colleacolleague/co-workergue/co-worker when I keep going back to for a holi-holi- amam on holidaholiday.y. I get to meet day, where would it be?be? themthem everyday and that’s good The Masai Mara in Kenya. I go enoughenough ! therethere almostalmost every year. WhatWhat hashas bbeeneen your “Li“Lifefe Tell us three goodgood thingsthings mmeinein ek baar” momentmoment?? about travelling.travelling. ThereThere have been manmanyy … but For me it’s about maintainingmaintaining the allall of them ppertainertain to encounters work-lifework-life balance. It’s also about with wild animals where I have ‘ME’ time - time for myself, beenbeen at the mercy of the animal wherewhere I ddoo thethe tthingshings I llikeike ddoingoing kingdomkingdom andand nature. Near andand it’s aboutabout livingliving my passion, deathdeath chaseschases from hhippos,ippos, wiwildld ttravellingravelling thethe lengthlength andand breadthbreadth DDhakahaka in a tthunderstorm.hunderstorm. It was whichwhich is wildlifewildlife photography.photography. elephants,elephants, blackblack mambasmambas are a ooff IsraeIsraell was proprobablybably my most a 15-seater aircraft pipilotedloted by ffewew of the manmany.y. uuniquenique trip. Nazareth, JJerusalem,erusalem, stranstrangege lookinlookingg Chinese pilots WhenWhen youyou travel, what is a BBethlehem,ethlehem, The Dead Sea,Sea, The who were as terrified as me. I must carrycarry for yyou?ou? What and where has been GGolanolan heiheightsghts and sleepinsleepingg reallreallyy did think that it was the My camera equipment - lenses, youryour best bazaar barbargaingain so wwithith the Bedouin tribe in the end ! filters andand others. far?far? ddesertesert were quite awe inspiring. I make it a point to visit the I even contemplated becoming a What is the best souvenir you WhenWhen andand wherewhere diddid youyourr fleaflea markets wherever I can, ChChristianristian after tthathat trip. ever boughtbought fforor anyoneanyone?? bestbest hholidayoliday happen?happen? especiallyespecially in thethe biggerbigger cities. TheThe bbestest souvenir I ever got In Africa, about 15 yyearsears ago. TThehe flea markets in France are TellTell us how have youyou man-man- was actuallactuallyy stolen, an ancient qquiteuite quaintquaint and queer,queer, which agedaged to make a journeyjourney fun. wooden carvincarvingg from the AsAs a traveller, what’s yyourour titipp I particularly like. I have manmanyy A journey is always fun if you JJagannathagannath Temple in Puri for forfor others?others? llittleittle antiques and curios which wantwant it to be. MakinMakingg friends and my wife. It’s probably worth a Travel light with just a fewfew I have picked up from Paris and doingdoing the thinthingsgs which are out ofof fortune and let’s leave it at that. clothes (even though I can’t – thethe South of France.France. thethe ordinary always helpshelps.. but I try at getting better). Don’t WhatWhat is your “Li“Lifefe mein alwaysalways sticstickk to tthehe given itineraritineraryy WhichWhich hashas beebeenn tthehe mostmost WhatWhat hashas beenbeen your worst ekek bbaar”aar” vacation, tthathat you – be flexible because youyou never uniqueunique destination that youyou traveltravel moment? Why?Why? would definitelydefinitely want to ggoo know what mimightght beckon on everever visited?visited? My worst travel moment was on?on? yyourour travails.travails. TheThe eight dadaysys that I spent whenwhen I flew from ChittaChittagonggong to TheThe Amazon rainforest.rainforest. 1(:63(23/(

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

he last fortnight vice-chairperson in 2010. s for the television industry, Discovery Tsaw a few major At Starcom MediaVest Group (SMG), two new ANetworks International (DNI) has movements in the vice-presidents have come on-board, Gerald Roche expanded the role of Rahul Johri, senior vice- advertising industry. and Sameer Kapoor for the agency’s Bengaluru president and general manager, South Asia. While two of the higher and Gurgaon branches, respectively. Roche is vice- Johri will now also have additional responsibility officials of two agencies president, Starcom Worldwide, South India; while as head of revenue, pan-regional ad sales and bid adieu to the Kapoor will be the VP of Starcom Worldwide, Southeast Asia. respective companies, Gurgaon. The broadcast company has also named Arjan Publicis re-built its top Roche joins the agency from Madison, where Hoekstra as the new head of the Asia Pacific management. he led the media buying for Madison Media, region, effective Nutan Sooda, Infinity and Platinum Media. September 1. Based in NUTAN SOODA executive business Kapoor, too, joins Starcom from Madison Singapore, Hoekstra, director, client Media Plus, where he was heading the Airtel as president and servicing, JWT Delhi, quit the agency in June. She business. He will lead Samsung for Starcom. managing director, had joined JWT in August 2011 to head the Airtel Kapoor has more than a decade of experience will report to Mark business. in media, having worked with agencies such as Hollinger, president Sooda specialises in the telecom category and Madison Media Plus, Madison Media, Initiative and CEO, DNI. has around 17 years of experience. Media, Optimum Media Solutions and Universal Meanwhile, Neo VivaKi country chair McCann. Sports Broadcast Srikant Sastri has put In another move, Prateek Srivastava, president, has appointed Sudip in his papers. Although North and South, Ogilvy & Mather India, has put Roy as senior VP, his last day in the post in his papers. advertising revenue. RAHUL JOHRI is July 1, Sastri will Besides leading the agency’s North and South Roy brings in more continue his association operations, Srivastava was also chairman of the than 16 years of experience. with the Publicis Bengaluru-based Ogilvy Worldwide Office (Hub) Da Vinci Media GmbH, which operates Groupe as a consultant, On the outdoor advertising front, Rajneesh the educational TV channel called Da Vinci confirms VivaKi CEO, Bahl has been promoted as CEO, Percept OOH. Learning, has appointed Mohit Anand as Frank Voris. He will He will be responsible for driving the marketing country manager for India. Based in New Delhi, also guide start-up initiatives, strategy planning, establishing short Anand will lead Da Vinci Media’s strategy and companies in India and SUSHIL KUMAR and long-term objectives for the company. He business in the region. Asia Pacific region as an SRIKANT SASTRI will also personally oversee the outdoor and rural Anand, erstwhile managing director of independent investor businesses and synergise the retail initiatives of the Belkin India, had also spearheaded Channel V and operating partner. Sastri has been VivaKi’s company. as senior vice-president for STAR India. Before country chair since 2008. Bahl joined Percept OOH as business head, that, he was country manager for Microsoft’s Sastri began his career at Unilever and was also outdoor, in 2010. With an experience of more entertainment and devices division in India. associated with McCann Erickson. In 1995, he than two decades in the advertising, media and On the publishing side of the media business, founded Solutions Digitas, a marketing services communications industry, he brings a wealth of Web18, the digital content arm of Network18, agency. A decade later, he set up Team4U, a sales ideas, knowledge and experiences from leading has promoted Durga Raghunath as CEO of force staffing company. brands across the region. Firstpost.com. Earlier, she was VP, product At BBH India, Sanjay Sharma, senior strategy Meanwhile, Sanjay Pareek, president, Percept and executive news producer for Firstpost. director, will be promoted to take on the role of OOH has been promoted to handle a strategic Raghunath joined Network18 two and a half head of planning at the agency, replacing Partha role at Percept, and will undertake the dual role years ago and conceptualised and launched Sinha at the position. of mentoring Bahl during this transition phase Firstpost. Ashish Khazanchi, at Percept OOH. Pareek’s professional exposure Raghunath has more than 10 years of vice-chairperson is of more than 20 years in the FMCG, media, experience in publishing. and national creative consumer durable and consulting space. Similarly, HT Media has promoted Vivek director, Publicis Pervinder Singh has been re-designated to the Khanna as head of its Hindi business division, Ambience has decided position of COO, retail and idea studio, Percept HMVL. Khanna was spearheading the Mint to move on. His next OOH. and Ad for Equity businesses for the past few destination is not Meanwhile, former India president of years. known. Khazanchi Navabharat Group, Rudolf Fernando joins Global Khanna replaces Amit Chopra, who left the joined the agency in Advertisers as national head of the four recently company in December 2012. HT Media has

FOTOCORP 2007 and was given expanded regional sales divisions. He will report also roped in K Venkataramani as business head ASHISH KHAZANCHI additional charge as to Sanjeev Gupta, MD. of Mint. While Khanna will report to Benoy Roychowdhury, executive director, MARKETING Venkataramani will report to Rajiv Verma, CEO of HT Media. igital media company Getty Images has got plan to enhance its APAC presence. Lakhotia has Under the leadership of Khanna, Mint Don board Nitin Lakhotia as director for its more than 15 years of experience across business entered the markets of Southeast Asia with the India operations. Based in Mumbai, he will report consulting, telecom and media verticals launch of Mint Asia in Singapore. to Glenn Parker, vice-president, sales, APAC, Vineet Trakroo, CMO at Usha International, Venkataramani joins HT Media from Getty Images. has resigned from the company. The company has, Bharti Walmart, where he was vice-president, Lakhotia will identify and develop growth meanwhile, realigned its internal senior marketing Hardlines and Home Entertainment and was opportunities beyond Getty Images’ core resources to manage the marketing of its various responsible for the top line and proﬁts of traditional customer base and also lead the team. business verticals. consumer durables, IT products and automobile The appointment is part of Getty Images’ Trakroo has 22 years of experience. accessories business of the company.

34 afaqs! Reporter, June 16-30, 2013