The Future of News the Future of News
Rs 40 THE
July 16-31, 2008 The fortnightly from www.thebrandreporter.com
JWT CREATING ENERGY Colvyn Harris and his band of merry men have achieved what they set out to do. Rejuvenate JWT. 32
PROFILE MEDIA SPECIAL Sameer Kapoor REPORT The new CEO of NDTV THE FUTURE India has his task cut out. THE FUTURE MAIL TODAY When Small is Big How has the compact OFOF NEWS NEWS fared so far?
ADVERGAMES Playful Selling Brands find a new way to engage consumers.
TITAN Beyond Style The watchmaker is looking at a younger audience.
EDITORIAL
The fortnightly from afaqs! This fortnight... Volume III, Issue 24
was first introduced to Colvyn Harris in 1989 by a mutual friend. We had met him at the EDITOR IDelhi office of HTA (now JWT) where he was a young client servicing executive. As we Sreekant Khandekar walked out some time later, my friend told me confidentially, “Mark my words. This guy will head HTA one day.” How right he was. PUBLISHER Prasanna Singh For a long time, though, it didn’t seem that Colvyn, a JWT careerist, was in the race for the top job. His own quiet rise took place amidst turmoil in the agency. Through the EXECUTIVE EDITOR late ’80s and the early ’90s, HTA was the understated but self-assured leader and the M Venkatesh only possible challenger was Alyque Padamsee’s Lintas. But as the business and CREATIVE CONSULTANTS media landscape was transformed, HTA began to lose its touch. PealiDezine Worse, after more than a decade and half in office, the handing over by Mike LAYOUT Khanna (Colvyn’s predecessor) was expected but would not happen. Two senior Vinay Dominic executives, potential successors, left after ugly spats. Even as client demands changed, HTA seemed preoccupied with itself. Its creative appeared to be from another age. LOGISTICS Rajesh Kanwal The agency’s creative resurgence has been written about for a decade. After some recent campaigns, however, it seems more certain than ever that the notion of topnotch ADVERTISING ENQUIRIES creative is finally becoming central to the idea of JWT. Hansika Koli Noida: (0120) 4077834 his issue also includes a 44-page Special Report on ‘The Future of News’. We 4077837 Tbelieve that this is the most detailed look so far at the way news is being trans- Gaurav Prabhu formed in India. Even better, the Special examines what news means and how it Mumbai: (022) 40429702-5 may be delivered across media, from print to TV and from online to mobile. [email protected]
The Special Report will also be available at a conference on the subject Marketing Office on August 1, 2008 in New Delhi. The event has been organised by afaqs! and B-3, First floor, Sector-4, The Brand Reporter is a media partner. Leaders from each of the four media will discuss the Noida-201301. shape of news content as also related issues such as pay revenue and whether local news results Tel: (0120) 4077800. in local advertising. To register, please go to www.afaqs.com. We would love to see you there. Mumbai 39, A to Z (Industrial) Premises Co-op Soc Ltd, Lower Parel, Mumbai - 400013. Tel: (022) 40429701-5. Sreekant Khandekar Subscription Enquiries Sakshi Kohli Tel: (0120) 4077837 [email protected] attract consumer attention? LETTERS Prajjal Das Registered Office Kolkata Banyan Netfaqs Pvt Ltd, 494, Mandakini Enclave, Alaknanda, New Advertising Innovations! Delhi 110 019. ©2004 Banyan The article on Dabur's campaign Name-Sake Netfaqs Pvt Ltd, all rights reserved of disseminating information about The article on Sunil Grover, in throughout the world. Reproduction in real fruit juice was informative. In your last issue, was very interesting. I any manner without permission is pro- the race of promoting products, watch Kya Aap Paanchvi Fail Champu hibited. Printed and published by manufacturers and advertisers leave Hain? on a regular basis and I have to Sreekant Khandekar on behalf of no stone unturned to position their admit that Sunil is a very talented product as the ultimate store house actor. He can imitate SRK to the core. Banyan Netfaqs Pvt Ltd at 7-A/13, of nutrients, more so when it comes He should be acknowledged for his Ch. Ratan Singh Complex, Jawala to fruit/health drinks. acting ability and should get credit for Heri Market, Paschim Vihar, Dabur for one, is doing a clever pulling of a spoof so well. New Delhi-110 063. thing by undertaking massive brand- Design Maverick Raju Narasimhan Printed at Paras Offset Pvt. Ltd., ing exercise in most visible spots. The cover story on Sujata Keshavan Chennai C-176, Naraina Industrial Area, Nirjhara Rastogi was very interesting and informative. Phase I, New Delhi 110 028. Delhi Really enjoyed reading about the ERRATA Exclusive distributors in India: makeover of some of the best brands In the story “Another Viewpoint” India Book House Pvt. Ltd. around. I’m also wondering - why you (The Brand Reporter, July 1-15, New Delhi: (011) 23313014/5, have discontinued with the section on 2008), the serial Mahabharata being Online Marketing Mumbai: (022) 24925651, With reference to your article on Book Excerpts? I love your magazine produced by Bobby Bedi will be aired Kolkata: (033) 22498096, online marketing via video advertis- and I have a huge collection of old on STAR Plus and not as mentioned. Bangalore: (080) 22261305, ing, I think, in future, advertisers will issues that I keep leafing through ever The error is regretted. Chennai: (044) 28275217 be more empowered as they can tar- so often. Thank you for what you offer Editor get consumers more efficiently. It will me each issue. be interesting to see, how advertisers Piyush Gupta Cover Photograph: Fotocorp will use the online video ad format Kolkata Readers can mail their feedback to Cover Illustration: Gogol for branding or generating leads, and [email protected]
The Brand Reporter, July 16-31, 2008 5 NAVRATNA NEWSBULLETIN Wooing Women Sponsored by
avratna Oil entered the the proposition remains the same as Indian market in 1991. that of the mother brand, Navratna – Kingfisher> The UB group-owned airline, is set to begin NNow, the brand has that of a stress buster. It’s simply flights to the UK by September this year and is also looking launched a variant, Navratna Oil about a lighter oil and taking to expand its services to North America. Kingfisher has Lite, that is currently being tested in advantage of the situation to let already obtained two slots at the crowded London Heathrow two markets, Andhra Pradesh and women know that they, too, have a Airport and is believed to be in negotiations to take over a West Bengal. The company is trying choice,” explains Bhattacharya. second pair of slots from Dutch carrier KLM. While the to make the brand more relevant to Talking about media investments, carrier intends to serve Heathrow, it is still finalising its women. he says Navratna is amongst the top precise route plans. Probal Bhattacharya, general two spenders in the category. manager, Emami Group, says, Navratna’s marketing budget, The company is MovieMart> The online DVD rental “Research shows that the including celebrity looking to serve service company has announced its mother brand, Navratna, endorsements, is around over 300 cities in nationwide expansion plans. It hopes did not appeal to a Rs 30 crore. Bhattacharya to gain a consumer base of over 10 lakh subscribers in the the next five next five years . It currently has 10,000 customers. Having particular set of people says it is too premature to stores in Delhi/NCR, MovieMart will be opening new outlets because of its red colour talk about Navratna Lite years. in Mumbai, Bengaluru, Chennai and Kolkata soon. and its strong fragrance. because the brand isn’t They wanted a more national yet. But A division of Amalgamated Bean refined and milder considering that the Cafe Coffee Day> Coffee Trading Company (ABCTCL), Cafe Coffee Day (CCD) is cooling experience from brand is preparing for an MARKETING now looking to expand its base by March 2009 and increase an Ayurvedic hair oil.” all-India launch, he puts a the chain to 950 cafés. From its current standing, with 595 Marico and Shalimar Bhattacharya: more minimum estimate of Rs cafés across 100 cities in India, three in Vienna, and two in are some of the other refined experience 15-16 crore. Pakistan, this means opening more than one café a day. players in the Indian hair In the Ayurvedic cool Chairman of the ABCTCL, V G Siddhartha wants to set up 50 oil market. All three are oil market, Navratna has of these stores outside India. active in releasing Navratna’s a 55 per cent share, communication from “ confirms Bhattacharya. Reliance Retail> After a year of uncertainity, the time to time for their red colour Around 15-16 per cent of subsidiary of Reliance Industries is finally set to launch its brands. Though and strong the market is held by stores in West Bengal by the end of this month. The company communication for hair Himgange. Marico’s is looking to launch more than 100 stores in West Bengal, and oil usually involves fragrance Ayurvedic offering holds has continued to acquire properties across the state. Three women and is targeted at did not 1 per cent, as does Dabur properties in north Bengal have recently been leased out to it them, the product itself is appeal to super-thanda. The rest of by the transport department, run by the ruling CPI (M). used by the entire family. the market is held by Navratna is the only many. regional players. Nokia is working Nokia> Mobile manufacturer brand which has a In the overall hair oil with content Nokia has outlined key initiatives communication that category, Bhattacharya says, providers, for for the rural markets in the areas of microfinance, distribution speaks to men, with ” Navratna, the mother brand, and value-added services specifically for farmers. Nokia feels male endorsers such has 10-15 per cent of the solutions like micro-financing was necessary to increase market penetration as Amitabh market. It is the third market prices and which in the rural sectors is only 26 per cent and is currently running trials to gauge consumer response in select markets Bachchan, Shah largest brand by value, weather updates and will soon follow with specific offerings. Rukh Khan, Govinda, after Parachute and Chiranjeevi and Sourav Dabur Amla. LifeSpring> A joint venture between the public sector Ganguly. Mudra was Hindustan Latex Ltd (HLL) and the US-based Acumen Fund, Bhattacharya says the brought in as the LifeSpring Hospitals, is planning to create a chain of brand saw an opportunity to creative custodian of the hospitals across the country over the next five years. The launch a variant with a brand last year. Prior to joint initiative, which set up the first hospital at Moula Ali in feminine touch, which till date that, it was being Hyderabad in 2005, has recently opened two more hospitals was speaking to the man. handled by Publicis Ambience. The near Hyderabad. LifeSpring Hospitals will start 140 “Even in the campaign for media duties are being handled by franchised hospitals in the country till 2012 and an estimated Navratna Lite, we are not trying to Prachaar Communications, a 82,000 women will benefit from LifeSpring’s services. particularly target only women; Mumbai based agency. Bisleri> The mineral water giant has silently spread its wings to enter the paper wipes segment under the name QUOTE OF THE FORTNIGHT Bisleri Wipes. The water manufacturer is currently looking for “ a partner to take its new business in an effort to promote its Yes, the Mumbai market will Bisleri Natural Mountain Water brand. Bisleri Wipes has been be a challenge, but Idea is a subcontracted to Mumbai-based Symbol Tissue Products. The strong brand, so we are ready product is to be retailed at Rs 50 for 200 sheets. to take on that challenge. Spencer’s has Spencer’s Retail> RPG Group's Spencer’s Retail would be formed a distri- entering into a joint venture with a US-based bakery café However, we will grow faster chain and setting up stand alone stores under its brand than the market and that’s how bution arrange- name. Spencer’s Retail is expecting its future ventures to we plan to add market share.” ment with the contribute between 15-20 per cent of its total turnover. As UK-based chain part of the JV, there will be shop-in-shop cafes within its KUMAR MANGALAM BIRLA, CHAIRMAN, AV BIRLA GROUP, EXPRESSING THE HOPE THAT IDEA WILL BE Woolworths. large format stores before being set up as independent AMONG THE TOP THREE CELCOS, IN BUSINESS STANDARD. cafes.
6 The Brand Reporter, July 16-31, 2008
WEBDUNIA.COM NEWSBULLETIN Getting Interactive Sponsored by ebdunia, the portal which In 2007, Webdunia launched My has versions in nine Indian Webdunia, a platform where users The firm’s first Network18> Media conglomerate Network18 Media and Wlanguages, has announced can create personalised pages and multi-screen Investments has forayed into film exhibition industry by new interactive features, which the write their blogs in 10 languages. opening its first multiple-screen movie theatre in Delhi. The company hopes will attract the youth Speaking to The Brand theatre is in New movie halls will be branded as Glitz. The company plans to segment. Reporter, Pankaj Jain, president and Friends Colony, start a chain across India in the next 12-16 months. Webdunia had rece- chief operating officer of New Delhi Network18 says it will focus on both metros and non-metros ntly launched a mobile Webdunia, says, “These and will target the film-going audience across all income web portal and is now features have been groups. The cinema exhibition business is being handled by a enabling its users to send introduced for existing separate corporate entity called Stargaze. mail from their mobiles users and also to attract a MEDIA in the nine languages. It new set of users, Mirchi Movies> The company, part of the Times Infotainment Media will invest Rs 100 crore in making has also launched an especially the youth.” feature films over the next year. At least seven films will hit SMS platform through a In terms of the production floor this financial year. Among these are short code through advertising, Webdunia three Hindi feature films, two Tamil films, a Telugu and a which users can read already has display ads, Kannada film. However, currently the company is getting jokes and quotations and but Jain says the portal Jain: getting chatty ready to release Hari Puttar – A Comedy of Terrors, a Hindi get advice on topics such will soon have contextual family entertainer, shot entirely in the UK. as stocks, beauty and and video ads. In astrology. The company contextual advertising, Quikr.com> Matrix Partners and eBay backed free online is making exam results Though“ there the ad displayed next to classifieds website Kijiji.in has re-branded itself as available, too, on this are no plans an article is related to the Quikr.com. The key reason for the change in the brand is to short code. content of the article. The provide a fast, easy to use, fun and user-driven platform for Webdunia has also to add new video ads will appear on the Indian internet community. The new lime green and blue launched online games languages, Webdunia as standalone logo has been inspired to reflect the revitalising and fun (another popular online Urdu might videos, Jain explains. experience that online users can now look forward to. Quikr activity among the youth) To promote the portal as the name suggests captures the simplicity of use and with instructions in just make in. and its new features, the features the website is built on. Indian languages. The company is planning on- latest game, called ground and online The channel will ESPN-STAR> The sports Mehengai,is ” activities. cater to FIFA fans channel has announced a based on Though in India, Pakistan, new contract with FIFA for the exclusive television rights to inflation and there are no broadcast FIFA’s stellar line-up of 275 international football features the plans to add Sri Lanka, events, including the 2010 FIFA World Cup and the FIFA Prime new Bangladesh, Confederations Cup, for the Indian Sub-continent. In addition, Minister, languages in Maldives, Bhutan ESPN-STAR will bring other premier FIFA World Cup events for who has to the near and Nepal. men, women and youth. balance the future, Jain common says the next People> Time Inc’s American celebrity magazine, People, man and the language on has hit the Indian news stands. The Outlook Group has prices of the list will launched the Indian edition of the magazine under licence commodities. probably be from Time Inc. People is a celebrity people’s magazine and Another Urdu. offers readers a heavy dose of content on relationships, fun, new addition Webdunia entertainment and glamour. Around 75 per cent of the to the site is Quest, which is a receives about two million unique content will be Indian and 25 per cent, international. People, question and answer section where visitors every month and is growing which is a weekly magazine in the US, will be a fortnightly in users can ask and answer each at the rate of 6-8 per cent month-on- India. People has started off with a claimed print run of other’s questions. month, claims the company. A 1,75,000 copies in India. The portal has also introduced majority of the site’s visitors are from online classifieds in local languages, non-urban India, mostly Class B and The company does NoGyan.com> NDTV Convergence, the which can be listed for free. C cities. not want to attach digital media arm of the NDTV Group, is trying to move beyond hardcore news. It the brand value of recently launched a site, NoGyan.com, to QUOTE OF THE FORTNIGHT NDTV to the capture and offer news, views and analysis of unusual happenings website in areas such as glamour, celebrities, sports, technology, “Let us face it, one out of every spirituality, health and automobiles. The site is targeted at the three people read and write youth. Hindi, and we felt it is a good RupeeMail> A new email marketing service, time to tap the market. RupeeMail (www.rupeemail.in), offers its members incentives to read email ads. Most people classify email Bollywood is making waves ads as spam and consign them to the trash bin. RupeeMail aims internationally and is being taken The amount to make these emails financially rewarding for the reader. A seriously in Hollywood as well. It credited can be person enrolling with RupeeMail gives an email ID where he ” would like to receive emails with the ads and promotion offers is time the publishing industry does the same. redeemed by the of different companies. He can choose his areas of interest from P M SUKUMAR, CHIEF EXECUTIVE OFFICER, HARPERCOLLINS INDIA, ON THE PUBLISHING member in the the given list, which includes categories such as apparel, travel, HOUSE LAUNCHING HINDI VERSIONS OF ITS BEST-SELLING ENGLISH TITLES, IN MINT. form of a cheque. food and books.
1 0The Brand Reporter, July 16-31, 2008
LOUIS VUITTON NEWSBULLETIN Larger Than Life Sponsored by
aving the way for innovative Many people even take pictures with advertising at Indian airports, a the LV trunk as a backdrop. Young Achievers Awards> The Advertising Club of Psix metre high replica of a “The trunk has been placed in a Bombay, commonly known as the Ad Club, has announced trunk, displaying an ad for luxury central location to capture as much a new awards ceremony for young advertising profes- brand Louis Vuitton, has been promi- attention as possible. In all, an esti- sionals, called The Young Achievers Awards. The awards will nently placed at the recently mated six million people may see the felicitate creative excellence in professionals younger than 30 redesigned Bengaluru International display,” says Frédéric Brun, CEO, years, or with less than 10 years of experience. The awards will be held this year in August and have been divided into two Airport. The objective is to highlight JC Decaux Airport India. JC Decaux, segments - Creative and Business. the opening of a Louis Vuitton store one of the world leaders in outdoor in Bengaluru. The trunk travels the media, is BIA’s advertising conces- globe and is set up in cities where sionaire. It builds and manages the Primarily, Pinxit Pinxit Blue> The 18-year old Indian ad agency, has become important Louis Vuitton (LV) stores media space in the airport. Blue will handle part of the OneAGENT Network, a conglomerate of leading are being opened. Such innovations recruitment based independent agencies in the US, Europe and Australia. As The trunk was also substantiate the communication part of an independent agency network, Pinxit Blue will be created in 2006. positioning of for OneAGENT. able to work for clients of other network agencies, who wish Before coming to Bengaluru Inter- to advertise in India. Primarily, Pinxit Blue will handle India, it has been national Airport as a recruitment based communication for OneAGENT. exhibited at the Hong premium media des- Kong International tination in the out of Subscribers will AdRBT> OnMobile, a telecom Airport and in the home (OOH) indus- VAS Company has announced city centre of Taipei, try, says Brunner. receive special the deployment of Ad RingBack in Taiwan. In “Passengers at an air- discounts and Tones (AdRBT). This service has
ADVERTISING Bengaluru, the trunk port are a very niche offers from the been launched with a leading Indian Operator. Callers to an was installed on May 24 section of society. This operator for their AdRBT subscriber will be presented with audio ads, which are and will remain there The trunk has makes it the perfect place personalised to the caller's profile. OnMobile's AdRBT platform “ participation. has a unique call-to-action feature which allows interested till August 31. for advertisers to reach The large trunk is become a out to their target audi- users to respond to the advertisement instantly with the click chocolate brown with landmark. ence. So, the demand for of a single key. AdRBT subscribers will receive special dis- gold plated locks and advertising space at the counts and offers from the operator for their participation. edges, and the signature Many people airport is encouraging,” ‘LV’ all over it. It carries even take pic- he says. >>ACCOUNT MOVEMENT a tag that reads ‘Louis tures with the Some of the big Vuitton Bangalore Now spenders at the airport > Sony Playstation has assigned its creative duties to TBWA Open.’ Albert Brunner, LV trunk as a include cosmetics, tele- India. Meanwhile, Percept will handle the brand’s media duties. chief executive officer, backdrop. com, real-estate, IT and Above-the-line marketing initiatives will be the primary focus of the Bengaluru International banks. The response company's media spend. Experimental marketing initiatives like Airport (BIA), points received so far has been championships will also form a big chunk. out, “The Louis Vuitton store in”encouraging, with 70 per cent of the > Arms Crestra, has won the creative duties for the recently Bengaluru is the third in the country. space already booked. launched magazine, Auto Bild. The first phase will focus more on the However, it is the first time that the Brun says the cost of exhibition on launch of the magazine in the market. Print ads will be released in trunk is coming to an Indian city, the location (of the trunk) is Rs 35 leading dailies in the top five metros. Outdoor will be used as a reiterating the importance of this lakh per month, and will be available reminder medium. Radio and trade journals will be utilised as well. In market to advertisers. The initial to other advertisers from September the second phase, the company is looking at a brand positioning and contract with LV is for three onwards. brand building campaign. months.” Brunner says, “We have aimed to Brunner adds that gathering from create world class advertising oppor- the passenger buzz, media reports tunities which are at par with other and references being made in radio international airports. We currently New TVC New AD campaign of the fortnight promos, the response has been out- have foreign as well as local brands at MOBILENXT.COM standing. The Louis Vuitton trunk the airport. We aim to create unique A girl tries the trick of leaving the shop, hoping the salesman has become a landmark and a popu- offerings through innovations which drops the price of a mobile phone. But to no avail. VO lar meeting point at the airport. excite our passengers.” announces MobileNxt as the destination for great bargains.
QUOTE OF THE FORTNIGHT Agency: Marching Ants Creative Director: Prem Nath “We are in the space of extra Production House: Shooting Star money category. If a media plan Director: Ricky Sandhu has been built for Rs 10 crore, and suddenly one discovers that HP there’s still some money left, then Shah Rukh Khan states – had he not been an actor, he’d have been a travel agent. Everyone starts small, but the secret is to the usual reaction is ‘arre pachas dream bigger. HP can help you dream bigger, is the punchline. hazaar bach gaya, internet mei dalte hain’. I believe, 2010 will be the tipping point for Agency: Publicis India digital advertising.” Senior Creative Director: Anindya Banerjee Production House: Apocalypso ALOK KEJRIWAL, CHAIRMAN, MEDIA2WIN, ON ‘HOW FAR ARE BRANDS FROM REALISING THE POWER OF THE Director: Pradeep Sircar NET?’ IN DNA MONEY.
1 4The Brand Reporter, July 16-31, 2008
NEWSTRENDS INTERNET Games Brands Are Playing Online games are fast becoming part of the digital campaigns of brand. By Tarana Khan
s brands continue to evolve their campaigns on the Ainternet, an interesting plat- form that is becoming popular with marketers is online gaming. experience the brand. On an average, gamers log in and spend time on the Advertisers have realised that con- consumers spend between three and game.” sumers may overlook brands in five minutes on a game. All this Sharma claims that advergaming display and search ads but it’s hard to while, they are immersed in the contributes 25-30 per cent of the do so when they are actively involved brand.” company’s revenues and this is in playing a game that has the brand Contests2win developed a game expected to grow to 50 per cent by as its central theme or character. for Bingo’s Mad Angles Achari the end of 2008. According to the Internet and Masti, which was based on the TV Zapak created Perky Island for the Mobile Association of India commercial featuring a mad scien- brand, Perk. The game was based on (IAMAI), the size of the online gam- tist. In the game, the old man is the product’s tagline, ‘Take It ing market in India (as in January placed in a maternity ward, where he Lightly’, and involved thwarting 2007) is Rs 21 crore, of which adver- has to save a packet of chips from the pirate ships by shooting Perk bars at tising – advergames, in-game pregnant women. Ravi Desai, senior them. Chella Pandyan, category placements and display ads – con- brand manager, Bingo, ITC, says the manager, Perk, Cadbury India, says, tribute 11 per cent, or Rs 2.3 crore. game was a natural fit with the over- “The game was an opportunity to Of course, these figures are over a all campaign for the product. “The take the brand proposition to the year old and industry professionals thought around the brand should be consumer in a way with which they estimate the industry to be valued embedded in the game. There’s no are comfortable.” Pandyan is happy much higher. point in just placing your logo in the with the response the game received From stopping game,” says Desai. and the company is planning to The involvement factor He adds, “The more you penetrate launch another game soon for the pirate ships with Why are marketers experimenting a medium with which consumers are brand. chocolate bars to with gaming? One of the key drivers comfortable, the more it works to is engagement with the brand. Raj your benefit.” Bingo has already Building brand connect parenting, the Menon, chief operating officer, experimented with an interactive web- The concept of a game developed for Contests2win, says, “In advergames, site, a mobile game and a viral video. a brand has to be carefully chosen to choice is plenty. consumers can virtually touch or But not any or every brand can be match with the brand’s values and used in these games. Amar Deep message. Suhail Baghdadi, general Singh, vice-president, Interactive manager, marketing, Indiagames, Avenues, says, “The natural fit says, “Most branded games are usu- between the game and the brand is ally developed in agreement with the very important. However, it can be licensor (owner of the brand). They an important part of a campaign if aim to capture the essence of the the target group matches the gaming brand and add certain elements that audience, and also if it is able to cre- are unique to the game version. Each ate an interesting way to convey the of these elements is integrated keep- brand proposition. For example, the ing the brand values in mind and Intel Centrino campaign used ‘Need aimed at defining what the brand More Horsepower?’ within racing would like to communicate through games as a strategic placement.” the game.” While advergames are specially Indiagames is based on a subscrip- created with a brand in mind, place- tion model, but it also creates ments in games display the brand promotional games for movies and within a relevant game. Says Rohit TV shows. Recently, it created a The developers and their clients Sharma, chief executive officer, game for STAR TV’s Kya Aap Zapak.com, “When games are made Paanchvi Pass Se Tez Hain? Zapak adidas, Bru, LIC, Cadbury Dairy Milk, Gillette, Apollo, HSBC based on brands, or simply include Therefore, the more the brand Contests2win ICICI Prudential, Indian Oil Corporation, Airtel, Pepsi, Intel, brands plugged in as a means of in- elements in the game, the more it Maybelline, Bingo, Perk, Bajaj Allianz game advertising, the brands gain adds to brand recall. Media2win, a Media2win Garnier, Max New York Life, Johnnie Walker Classic top of the mind recall and even digital agency, created a game for Interactive Avenues Intel Centrino, Colgate MaxFresh, John Players, Cinthol, ESPN brand loyalty. During game-play, the Indiagames Kya Aap Paanchvi Pass Se Tez Hain?, Rush Hour 3 brand has a captive audience as continued on page 28 >>
16 The Brand Reporter, July 16-31, 2008
NEWSTRENDS MAIL TODAY When Small is Big The India Today Group launched its first newspaper, a compact, last year. How is it faring? By Chumki Sen
hen Mail Today was it sampled by the readers. According launched in November to Balakrishnan, about 60 per cent of 2007, in Delhi, the group’s the households subscribed. W Balakrishnan: starting off on the right note chairman, Aroon Purie, was certain In a market, where The Times of that the content would find an audi- India (TOI) and Hindustan Times are newspapers on-record and are target- adding, “This is not to say that ence. Eight months down the line, the leaders, Mail Today’s only way to ed at everyone who can read English. other players are not addressing Suresh Balakrishnan, COO, Mail fight them was through a well defined Therefore, there was a tremendous them, but they are also addressing Today, feels that the ‘compact’ has strategy and differentiated content. opportunity for us to be a newspaper everybody else.” been able to make its mark in the city. Balakrishnan says, “We call ourselves a with a point of view and report news Mail Today claims a circulation of The newspaper has targeted areas compact, not a tabloid. Mid-Day and that is not ordinarily reported in TOI 1,30,000 copies, of which, 90,000 are such as Gurgaon, Noida, Mayur Metro Now are tabloids. When you say or HT.” paid. About 20,000 copies are paid but Vihar, south and central Delhi in ‘tabloid’ it is the style of journalism, The company is clear about its tar- discounted (hotels and educational search of potential readers. Its target which is more about gossip.” get audience. “Psychographically, we institutions) and the rest, complimen- audience is SEC A, 25-40, male and The world of newspapers is getting are looking at an audience with a cer- tary. Also, being in a market like female. smaller. Compacts not only save on tain kind of mindset. It might sound Delhi, stand-sales is not the focus. The company, in association with printing cost but are easier to handle clichéd, but we are actually talking to Mail Today’s ad rates are much high- research firm Nielsen, got a research as well. In the UK, The Independent the new Indian - well-to-do, lover of er compared to its competitors’ - like conducted first. It revealed that read- and The Guardian have become com- gadgets and gizmos, someone who Mid-Day or Metro Now? According to ers found the product completely pacts (Daily Mail, the paper Mail Today eats out pretty often, and aspires for Balakrishnan, Mail Today is a premium differentiated from the other newspa- has tied up with, has been a compact good education for his kids. He is a newspaper with premium content and pers. “The physicality of the paper has always). The Times, London, too is a conspicuous consumer and believes audience. It boasts of an advertiser been a complete winner for us,” says compact. But what made the compa- in living for today and invests in luxu- clientele with marquee names like Balakrishnan. ny think that readers would prefer ries for himself and his family. Most Dell, HSBC, HDFC, Reebok, Philips, After the launch, for four months, Mail Today over TOI or HT? of the Mail Today readers are not uni- Voltas, LG Electronics, Jet Airways and Mail Today was circulated free to India Balakrishnan feels that “both TOI and dimensional. They are multi- Reliance. Today subscribers. The idea was to get HT are clones of each other. They are dimensional,” says Balakrishnan, [email protected]
PRADEEP GUHA his career there and spent almost three decades with the media company. Apart from leading the sales and marketing A Third Innings function, Guha gave a new dimension to the paper by introducing the Page 3 phenomenon urprising many, Pradeep Guha ended his with the launch of Bombay Times. His work for tenure at Zee Entertainment Enterprises the Group’s other publications such as Filmfare Swhere he was chief executive officer since and Femina, has been significant - be it reviving January 2005. the Filmfare Awards or the Femina Miss India Guha was in the news recently when he contests. launched an OOH division called Street Culture, Bharat Patel, chairman, P&G too recalls part of his already existing media firm Culture Guha’s organisational skills admiringly. “I vividly Company. This company has been in existence remember the 2003 edition of Ad Asia, the conti- for about five years. Guha has other feathers to nent’s largest biennial advertising Congress, held his cap. He has produced movies such as Fiza and in Jaipur. He conceptualised and executed it. It Tehzeeb. Punit Goenka succeeds Guha as CEO turned out to be one of the finest ad festivals in ZEE. organised in the whole world. We will definitely Talking about being in the news, Guha has miss his inputs if he decides to disassociate him- been in the limelight for most of his career. Apart self from the industry,” he says. from his extremely successful stint at the Times of Throughout his career, Guha has also been India (ToI), he turned around ZEE’s fortunes by part of various industry bodies such as the Indian taking it up to No 2 in the Hindi GEC space. The Newspaper Society, National Readership Studies channel had been lagging behind STAR and Sony Council, Advertising Standards Council of India when he joined. More importantly, he lasted Media Group, who has, on occasion, worked with and Advertising Club Bombay, among others. He three years in a place (ZEE) where CEOs didn’t him is all praise. “I’ve known Pradeep for almost also spearheaded the formation of the Broadcast survive the first year or so. two decades. First, when he was in ToI and then Audience Research Council to launch a new Guha can also take credit for the launch of in ZEE. He is incredibly astute. He was often audience measurement tool for the benefit of the DNA in Mumbai. The Dainik Bhaskar-ZEE tougher with me than he needed to be in the ini- broadcasters and advertisers fraternity. combine (through an independent company, tial years, but I am grateful to him for some of the Industry watchers - and the media - will be Diligent Media) that launched the paper took the hard lessons he taught me,” she says. keenly following the developments on the Guha city by storm when it kicked off in 2005. Prior to joining ZEE, Guha had a fantastic front. Lynn de Souza, chairman and CEO, Lintas innings at Bennett, Coleman & Co. He started [email protected]
1 8The Brand Reporter, July 16-31, 2008
NEWSMEDIA COLORS Ambitious Plans The new GEC is clear about one thing - it wants to be among the top three. By Sangeeta Tanwar
olors, the new general enter- drama, mythology and tainment channel (GEC) reality, peppered with a NDTV Imagine’s day. This is to overcome the short- Cfrom Viacom 18 - to be strong dose of successful debut with comings of single TV homes in launched on July 21 - will be the Bollywood, to ensure its Ramayan seems to have India. Viacom18 is using all available 10th channel in the GEC space. The sampling. given Colors great moti- platforms to promote Colors. clutter in the segment gives rise to Kamat adds, “Our vation to infuse the Around 65,000 TV spots across 35 the question: What will set Colors aim is to achieve 100 ‘shakti of bhakti’ into its channels have been taken up. All apart? Rajesh Kamat, CEO, Colors, GRPs in the sampling offerings. Meenakshi Network18 channels are promoting has a ready answer: “Differentiated phase. The channel will Sagar Arts is producing the shows aggressively. Some 1,000 disruptive content, unparalleled scale be an encrypted pay Jai Shri Krishna for the hoardings will come up soon. of innovation, marketing and a channel with a free to Kamat: first 100 channel, to be aired at Colors has tied up with strong distribution strategy.” air window for about GRPs, then more 8:30 PM, Monday to McDonald’s for a special Khatron Ke Claims Kamat, “The channel aims three to six months. Friday. Bandhan Saat Khiladi meal. Stunt performances to figure among the top three GECs This is to ensure that the viewers get Janamon Ka will appeal to women. featured in the show will be exhibit- in the next 12 months. And it is pos- to watch the programmes.” For the youth, there is a romantic ed in malls. Street plays will sible – the gap between the third and Film actor Akshay Kumar is a hot serial, Jeevan Saathi. Bollywood gos- highlight Mohe Rang De, a period fourth GECs is large.” property for the channel. Fear Factor sip comes packaged in Sajid Khan’s drama set in 1942. Merchandise Kamat explains that Viacom suc- Khatron Ke Khiladi, anchored by hour long show, Sajid’s Superstars. items will be available at Big Bazaar cessfully tread a similar path when it Kumar, is the biggest ploy as part of Colors is making sure that each outlets under a tie-up with the placed MTV and Nick in the lead. the disruptive viewing to wean away slot from 7:00 PM to 10:00 PM has Future Media Group. Colors has lined up a mix of fiction, viewers addicted to family dramas. something different to offer every- [email protected]
NEWSPEOPLE ’s ho Tha W t mar Shetty was there in Om Shanti ferent experience’ for him, though he had Om, My Name Is Anthony Gonsalves directed Shah Rukh Khan in TVCs for Aand Kyaa Kool Hai Hum. Don’t be Dabur Chyawanprash and Videocon. His surprised if you missed seeing him. The favourite scene from the movie is the one, answer is simple. Shetty is the action where Khan, mouths dialogues in Tamil, director for these films. imitating Rajnikanth’s actions. Shetty’s latest project is 9X's mega epic Shetty’s benchmark is the 1975 block- serial, Kahaani Hamaaray Mahabhaarat Ki buster, Sholay. “The train-chase scene is an (KHMK). The man himself is overjoyed at outstanding piece of pulsating action. This being a part of a serial that is unprecedent- was a time where there was nothing ed in scale and requires available to the craftsman lots of imagination. “The storyboard other than a camera,” he Says Shetty, “Since says admiringly. BR Chopra's Mahabharat, is of prime The storyboard is of a lot has changed in prime importance when it terms of technique and importance comes to crafting appeal- technology.” But the real ing, gut-wrenching action challenge did not come when it comes sequences, he explains. from the action The director’s clarity of sequences. It came from to crafting vision and actor's smart- the daunting task of ness and strength of mind shooting in the swelter- action scenes.” over matter are the biggest ing deserts of Rajasthan, assets. “Though technolo- where temperatures touched 49 °C. gy has made things safer, presence of mind, The task of choosing action as a voca- precision and mastery of the craft is a must tion wasn’t a difficult one. Inspiration and to avoid any untoward incident,” encouragement were close at hand in the says Shetty. For example a jumper has to All action! form of his father, action director Shakti time his fall from a 50 feet building Shetty, who is reputed in the South. perfectly to ensure that he lands on the net. Shetty junior stepped into the lights What keeps Shetty going is the rush of Meet the thrills-and-spills with Balaji Telefilms’ Kavyanjali on STAR adrenaline and the thrill of the craft. The man. By Sangeeta Tanwar Plus in 2005. His big break came when danger and fear of any mishap pale in Ekta Kapoor offered him Kyaa Kool Hain comparison to the joy and triumph of exe- Hum (2005). Since then Shetty has been cuting a fall or landing a perfect punch. on a roll. Om Shanti Om (2007) was a ‘dif- [email protected]
>>MOVEMENTS/APPOINTMENTS<< A compilation of some major account and people movements in the last fortnight Y&R he worked on global accounts like OCBC Bank, LG, Yamaha, MEDIA Campbell as well as Malaysian Milk & Kotra Pharma. > Deepak Chaurasia, executive editor, Aaj Tak, has With over a decade’s experience in the field of advertising, col- reportedly put in his papers. According to sources, he will lecting trophies almost seems like a habit with him. Mathew's probably be joining the Hindi channel, STAR News, as editor, work has been hugely acclaimed and national news. he has to his credit an array of awards Chaurasia had left Aaj Tak in 2003 to join DD News as and accolades. At Cannes 2008 alone, consulting editor. However, he came back to the channel in he took home a Silver for his Colgate July 2004. Aaj Tak is a leading Hindi current affairs chan- 360 Radio Spot, a Bronze for a U-hu nel from the TV Today Network. glue radio spot and an outdoor finalist ADVERTISING/PEOPLE for Softlan. While Y&R, KL accounted > Discovery Networks India for a total of 8 finalists. > Priti Nair, national creative director, Grey Worldwide, has today announced two manage- decided to move on, ending her association with the agency > KS Chakravarthy, popularly known ment appointments. Karamjit where she had been for the past 10 months or so. She is likely as Chax in the advertising fraternity, has Dua, vice president - advertis- to join Bartle Bogle Hegarty (BBH) when it launches in India six returned to advertising. He has joined ing sales will be the all India months from now. Nair started her career at DART Advertising DraftFCB Ulka as the national creative advertising sales head while in 1990 and then moved to Leo Burnett in 1991 (then Chaitra Leo director. Rajiv Bakshi has been appoint- Burnett), where she rapidly rose up the ranks to become cre- Chax has been in advertising for more ed director – marketing and ative director. Next, she moved to Lowe. than two decades. His last job in adver- communications. Both Dua and tising was as national creative director of Rediffusion DY&R in Bakshi will continue to report to > Anurag Gupta has joined Mudra as 2004. He has worked at agencies such as Clarion Advertising Karamjit Dua Rahul Johri, senior vice president president, strategic initiatives and integra- (now Bates David Enterprise), JWT India (then HTA), Lowe & general manager, Discovery Networks India. tion, from July 10. Earlier, he was president, (then Lintas) and Leo Burnett India. In his new role Dua will help drive Discovery Networks OgilvyAction. He will be in charge of events, In 2001, he took up ad filmmaking and set up a production house India's growth strategy and lead the national sales team. sports, rural and retail marketing. He will called Persistence of Vision, but then returned to advertising. Bakshi will be responsi- work closely with the senior management of ble for the brand the strategic business units in Mudra to inte- MARKETING management of Discovery's grate solutions and build seamless > The India unit of Xpanse Asia, portfolio of three networks through-the-line capabilities. the specialist Small Town & Rural in India – Discovery Gupta has worked in various agencies such as Lowe, Unilever, Marketing network of Publicis Channel, Discovery Travel Draft Worldwide and OgilvyAction. He has more than 12 years Groupe, has appointed Ravi & Living and Animal Planet of experience in the marketing and brand management sector Balakrishnan as associate direc- - and will develop and and has worked on brands such as Unilever, ICICI Bank, tor - consumer context planning. A implement the networks' Motorola, Vodafone, Castrol and Nestle. Gupta also played a graduate of English literature and a consumer marketing crucial role in establishing OgilvyAction. post graduate diploma holder in strategies. In addition, he > Rediffusion DYR has appointed Rahul Mathew, as cre- advertising, Balakrishnan has been a journalist for over 10 will also continue to lead ative head, Mumbai. Rahul comes on board after a stint as the years. He was assistant editor of Brand Equity, the weekly the PR department. Rajiv Bakshi creative director of Young & Rubicam (Y&R), Kuala Lumpur. At advertising supplement of, The Economic Times.
2 6The Brand Reporter, July 16-31, 2008
NEWSTRENDS RAJSHRI MEDIA A Modern Twist Akbar and Birbal appear in new avataars in this specially created content for the internet and mobile. By Tarana Khan
ajshri Media, the digital enter- The episodes are available for free tainment arm of the Rajshri on Rajshri.com and also on RGroup, has launched a video www.youtube.com/rajshri. The series called Akbar Birbal Remixed, videos are preceded by 30-second which has been specially created for video ads. the internet and mobile. On mobile, Rajshri has an exclu- The series is in the form of three- sive tie-up for 90 days with Idea minute video episodes based on five Cellular. On Idea Fresh, the opera- characters led by Akbar Anna and tor’s GPRS site, each video can be Birbal Bhaiyya. Akbar Birbal Remixed downloaded for Rs 15. Subscription Barjatya (left): foresees very strong word of mouth for the series is a modern remake of the traditional options are available on a weekly and straints (on mobile) by reducing the YouTube, which Barjatya claims, stories about Akbar’s witty minister, monthly basis. The episodes are also frames per second,” he says. received more than a lakh views in its Birbal. The difference here is that available in audio format. On SMS, As part of the tie-up, Rajshri and first week. The company has an ad Akbar Anna is an underworld don the episodes will be made available Idea Cellular will promote the series revenue sharing arrangement with and Birbal Bhaiyya his henchman. through text jokes, wallpapers and both online and offline. The cam- Google. Rajshri is planning a similar Speaking to The Brand ringtones. paign will range from social media channel on MySpace India. Online Reporter about the series, Rajjat A Though mobile video is yet to and search marketing to TV tickers, communities are being created on Barjatya, director of Rajshri Media, take off in a big way, Barjatya is opti- hoardings and radio spots. “I foresee Orkut and Facebook for promoting says, “We have taken the traditional mistic. “I am bullish about the audio very strong word of mouth publicity Akbar Birbal Remixed. anecdotes of Akbar and Birbal and product, though video is a longer for the series, especially through viral Rajshri has plans to take the con- made them contemporary. They will term play as consumers move up the marketing as people pass on the tent to traditional media such as TV, attract a younger audience that is dif- value chain. We have optimised the episodes to each other,” says Barjatya. FM radio and home video. ferent from the TV audience.” videos for today’s bandwidth con- Rajshri has created a channel on [email protected]
<< continued from page 16 THE MOBILE SCREEN nother platform for gaming which holds promise is the mobile. Brands such Games Brands are Playing Aas Bingo, Sprite, ICICI Bank, HSBC, Pepsi, Parachute and Kissan have all launched mobile games. Garnier’s Sun Control Daily Moisturiser, where According to Baghdadi of Indiagames, “Mobiles may be a better option than PC the female character has to complete a number of games because of the low cost of ownership and easy accessibility.” Mobiles are tasks and avoid getting tanned in the sun. Namrata constantly with customers and many of them play games. Balwani, national business head, Media2win, says, However, Menon is of the opinion that the screen is too small for a rich gam- “The consumer spends more time (in a game) in ing experience. Also, people play mobile games mostly out of compulsion when terms of interaction than he would on a simple they have nothing better to do. page with product info. While the consumer Gautam Chhatwal, associate director of marketing at mobile gaming company Jump Games, also knows it’s a branded game, there is more openness thinks that mobile advergames are still to catch on. “It is easier for brands to promote their online games to receiving brand information since it is woven on a single web page. However, for mobile games, they have to get on every operator's portal,” he says. into an entertaining format.” Media2win also developed a game for Max New York Life to promote an insurance plan called microsite developed for the product, www.super- industry sources, is Rs 3.5-4 lakh. Smart Steps, meant for children. Interestingly, the parents.com. The game required parents to cross Commenting on the factors that affect cost, game was targeted at parents and was part of a three levels, indicating the growth phases of chil- Baghdadi says, “The cost of the game depends on dren. factors such as the platform for which it is being Describing why the company chose a game for- developed, licensing costs, programming and mar- mat, Anisha Motwani, senior vice-president, keting and distribution costs.” marketing, Max New York Life, says, “Insurance The pickup of a game can be measured in many can be an extremely educative, albeit boring, sub- ways. The common parameters are the number of ject. To make it interesting, we built it into the people who played the game, the average time they game, where parents learnt about the pitfalls in spent on it, and the number of times they came bringing up a child and about planning for the back to play (game-play). It can also be measured child’s future.” She adds that the company is plan- in terms of the number of downloads. ning to launch another game soon. According to Sharma, the average response rate per month in terms of unique players at Costs and payoff Zapak.com is three lakh, the number of game- While the brand connect is important, there is also plays is fifty lakh and the average time spent is the cost factor to be considered. More gaming ele- more than three minutes. ments naturally mean higher cost. The cost can Never have consumers and brands had so vary between Rs 50,000 and Rs 5,00,000. The much fun together. average cost of a simple advergame, according to [email protected]
28 The Brand Reporter, July 16-31, 2008
THE JEWEL IN THE CROWN t was a red-letter day for JWT when it won Ithe Direct Lions Grand Prix for its work on The Times of India’s (ToI) Lead India Campaign. The ToI account fell into JWT’s lap when Agnello Dias came on board. “His intelligence, creativity and sensitivity coupled with his com- pletely open mind and his great ability to work fabulously with his own team - and ours - makes him very special. We thus moved the account to JWT with him,” says Priya Gupta, vice president, ToI. In the two years that it has been with the agency, ToI feels that JWT’s people are great partners in brand building. And Dias is certainly the star of this show. “What distinguishes a good agency from a great one is its creative team. Agnello has taken JWT’s creativity to another level. His entire team is one of the finest we have worked with,” concludes Gupta. Apart from the creative excellence, JWT’s team has always been sensitive to the brand require- ment, claims the client. That is what dream relationships are all about.
a-half-hours taking us through JWT’s rejuvena- tion story. Though he has been up since five in the morning, Harris doesn’t look like one who’s spent seven hours preparing for a series of work- JWT shops for middle managers to be held over five days in Goa. Harris is a ‘workshop’ man. It was part of his strategy when he took over. He strongly believes in investing time and effort in people at JWT. In 2006 itself, the agency spent 2,400 mandays on CREATING training. That works out to just over four days per person per year. In 2005, that figure was three. “As an industry or in our business, there is stress, so one must spend some time to have fun. When I came in, they gave me a whip,” says Harris. He crafted a coffee table and put the whip as a centrepiece under the glass of the table ‘as a ENERGY reminder’. That’s Harris. Calm and collected, he is trying to turn the 79-year-old agency into what he calls “hot, fresh and sexy”. FOTOCORP Colvyn Harris and his band of merry men have achieved what they set out to CREATIVE AFTERTHOUGHT JWT, in the 1990s, was like a straight-jacketed do. Rejuvenate JWT. By Chumki Sen monolith. Recalls Nikhil Nehru, a former JWT man, “During the time I was at JWT (1971 to olvyn Harris’ office in Mumbai has a cially sweet because JWT India won the Grand 1992) it was known as HTA and it was the most souvenir ‘wall’ adorned with awards. Prix (awarded to one of the Gold winners in the solid agency. We were never ever known for our Amongst the metal ware sits a small category) The Times of India’s Lead India cam- creativity. In fact, our mission statement was to rubber duck. It has been sitting there paign in Direct Lions, which was a first for India. create the most effective advertising in the mar- sinceC January 2005 when Harris took over as It also gave the country its first Integrated Lion in ketplace. The keyword was ‘effective’. But CEO of JWT. When his colleague and JWT man- the Titanium and Integrated category (a newly through that process if we did create advertising aging partner, Rohit Ohri, asked him why the introduced category that is tough to win). which was creative it was fantastic.” rubber duck was there, Harris had replied, The only reason the duck still sits there is But change was inevitable. The entire environ- “That’s the place for the Lions.” because the Lions are doing the rounds of the ment of advertising changed in the mid-1990s. The Lions came duly, but this year was espe- office. Back from Cannes, Harris spent one-and- With liberalisation came more clients, there was
3 2The Brand Reporter, July 16-31, 2008 COVERSTORY
Some of the advertising is unforgettable. (From left): Monster.com, Mountain Dew and Nike, probably the piece dé resistance greater competition, more money and an attitude Beers (Nakshatra) and of course the Nike (cricket) of ‘we want more money for our buck’. The ads were some of the striking ones. media clutter intensified dramatically. From one The changes at JWT India reflected the changes Doordarshan, there was an array of channels. And that JWT went through worldwide. Just about the this change happened quite quickly. Suddenly, the time Harris took over as the CEO in India, Bob communication had to be more India-focused too. Jeffrey joined as the worldwide chairman and CEO “That was the time when JWT (then J Walter and Craig Davis as the chief creative officer of JWT. Thompson) did not keep up with the change. It Worldwide, too, the agency had been flounder- was still sitting with this grandfather image,” ing. According to a business article, in 2002-2003, believes Nehru. J Walter Thompson’s flagship operation in New The focus on creative-led business in advertis- York, had competed in 20 business pitches without ing began in the 1990s when Ranjan Kapur took a single win. It had lost accounts such as Kellogg’s over at O&M and gave Piyush Pandey a free run. and others were hemorrhaging. By early 2000, it was clear that O&M was India’s “It is almost like I uncorked The Indian arm saw other changes happening, most sought after ad agency. This was also the the potential or energy that some visible, others less so. J Walter Thompson time when McCann got Prasoon Joshi, and Leo became JWT in February 2005. This was done Burnett roped in K V Sridhar. JWT was unable to was always there.” imaginatively. The entire staff went to Mumbai’s keep pace. Mike Khanna was perpetually on the AGNELLO DIAS Gateway of India and hired a ship and sailed off to verge of retiring. Sunil Gupta and Kamal Oberoi sea. Out in the deep, a little dinghy was set afloat for came and went after brief stints as heirs apparent. the commodore (symbolically J Walter Thompson) The top leadership was in disarray. and sent away. “We re-entered India technically Harris began his career in HTA as a manage- through the Gateway of India as a new JWT,” says ment trainee. He had been with the company for Harris. 26 years and had earned his reputation by turning Changes were ushered in other countries too in around the fortunes of JWT Chennai and then Sri interesting ways. In JWT Egypt, the staff planted Lanka. He was heading Contract (2000 to 2004), the ‘seeds’ of passion, commitment and creativity, when he was made CEO of JWT India. Being while in Mexico, they marked the rebirth with cir- away from the mess at head office probably made cus clowns and elephants. his accession easier. SHAKING OFF SLUGGISHNESS MR FIXIT ARRIVES The inertia had to be replaced with fun and zest SUSHIL KUMAR FOTOCORP When Harris took over in 2005, there were both in India and abroad. Jeffrey was largely many detractors. After accepting the fact that the It is hard to keep clients. So we responsible for revitalizing and restructuring the problem was with the creative output, Harris set have to fight to keep every piece of organisation with creativity, innovation and the role about his task in earnest. “We looked around at the business we have.” of new media at its core. current people to decide what we needed to do with ROHIT OHRI Immediately after his appointment, Jeffrey them. The second part of it was to get people with remarked in a release - “We are focusing much of newer skills. Office by office, we went about inject- our growth efforts on the BRIC markets (Brazil, ing this new gene of becoming a more creative Russia, India and China).... Our network is well- agency,” says Harris. poised to capitalise on the promise and dynamism ‘Creating a benchmark’ has always been Harris’ of many of these countries.” The focus on India as motto. The vibrancy that came along with fresh an important business centre too came around the blood infused in the agency has started showing. same time. Suddenly, the agency began winning awards with As part of the new processes, a global council Levi’s winning a Gold at Cannes in 2006, even was set up where every JWT office in any part of though no one had seen it till the ad won. Nike, the world had to send in its best work each quarter. though, was a whopper and won the top honours at Each creative was measured and got a score back. Abby and at the Goa Fest. The crowning glory was “There was a huge amount of pressure to start of course the Grand Prix for Lead India. improving. So all group heads tried to push their Awards apart, JWT came up with some impact- work up. And over a period of time the focus shift- ful advertising as well. Junior Horlicks (Mummy “You get positioned the way your ed to how you can up your work on that scale,” says Finish), Monster.com (cricketer washing clothes), competitors position you. And Ohri. Lux (Shah Rukh Khan as brand ambassador in its media picks it up.” The global council also measured media neu- 75th year), Sunsilkgangofgirls, Mountain Dew RANJAN KAPUR trality. So while the Nike ad got a seven because it (Dar ke aage jeet hai), Kurkure (Kya family hai), De was a film, Lead India got nine since it was a cam-
The Brand Reporter, July 16-31, 2008 3 3 COVERSTORY
(From left) Sunsilk Gang of Girls, De Beers and Lux: the new JWT touch across media, both new and old, is clearly visible. From staid, unexciting advertising, the turnaround has been quite dramatic for the 79-year-old. paign. Says Harris, “We changed many of our Mythili Chandrashekar in Bengaluru, Shaziya had just added back the lost sheen. “Today it is processes too - creating ideas, rather than scripting Khan in Mumbai, Senthil Kumar at Chennai, hard to keep clients - especially because they are press ads, became the focus. We started ‘hot hous- Dhunji Wadia at Mumbai, Meera Sharath also aligned with other agencies. Pepsi with ing’ where we create the brief and the insight and Chandra for RMG Connect are only a few of BBDO and GSK with Grey Worldwide. So we start working on the idea. We went to the client them. What happens when top people leave, as have to fight to keep every piece of business we with the idea. In this hot housing we involved our happened with Tarun Rai, managing partner and have,” adds Ohri. partners like Encompass and IPAN. It is not that we national business head, JWT (Rai is now CEO, Dias thinks that the work done for clients like have changed the entire team when we came in. It Worldwide Media)? Did that rattle the agency? Rin and De Beers is as good and important as the was the direction we gave to the large ship.” “We are in a dynamic world. Attrition is as big in Grand Prix at Cannes. Just because they do not get any other company. What we pride ourselves is a certificate from a foreign organisation, does not PEOPLE POWER that we have a very stable management team for a mean that they cannot be rated at the same level as Another important part was to put in place a long time. Some clients are very happy if they see an award-winner. solution for clients. RMG Connect, IPAN, the same people for three meetings. We have a Encompass, Fortune, Fortune ADK and the loyal set and good talent. Having said that, it is a CULTURALLY DIFFERENT? recently-launched HONK (a design unit) provid- dynamic market. There are many categories where The mood at JWT offices is buoyant but ed that solution. As Harris puts it, “We are just not people go to and move to, so it is a great time for restrained. The senior-most people at the agency creating a laundry list. The way we have fashioned people to explore new industries,” says Harris. are reserved yet forceful. Is that the culture of the the company is like a supermarket.” agency? Agnello Dias, national creative director, feels STICKY CLIENTS Dias brushes it off, “Everybody is in love with that “the ability, talent and desire was always there, JWT India has had clients who have stayed the idea of culture. It’s a fashionable thing to say, all they were looking for is to take the bold deci- with it for years. So if the company dished out likely driven by results. If an agency is very large sion that we can go out and do it. It’s almost like I unexciting advertising how did clients stick to then largeness becomes a culture, if you win lots of uncorked the potential or energy that was always them? Horlicks for 80 years, PepsiCo for 22 and awards, then creativity becomes the culture. These there.” As a part of the new drive, Bruce Matchett Hero Honda for 25. Lever, De Beers and Ford also are all tags.” joined JWT India in 2005. Matchett came from have had a long association. Kapur says, “I think every agency acquires its JWT Australia and brought in a refreshing touch Ranjan Kapur credited with O&M’s turn- own culture. Sometimes, the culture is infused by to the creative team. In 2006, Dias came from Leo around, now head of WPP in India of which JWT the top management and history and heritage. And Burnett. He became the national creative director is a part, had this to say, “You get positioned by the JWT is driven that way. For example, Ogilvy is very in 2007. way your competitors position you. And the outward directed and media savvy. JWT is inward- Was there a clear agenda? “When I joined,” media picks it up. HTA/JWT never created boring ly directed.” recalls Dias, “there was a goal - to up the creative advertising, it was strategically driven advertising. Harris feels that the agency has earned a reputa- work - but never any measurable tool to win X There was a time when large clients like Unilever tion in ethical standards in all that it does and has to number of awards. Unfortunately, we are in an did not believe in awards. It is like horses for conform to that. “The DNA of JWT is that we see industry where the most practical manifestation of courses. The mood has changed and people are ourselves as leaders. We have to be leaders in the creative products happens to be awards. But it being driven by awards.” kind of people we hire, in the kind of work we do seems to be the universal kind of criteria that helps Ohri feels that the measure of success is the and in how we conduct ourselves. It is an agency everyone arrive at some semblance of measure- faith the clients have put in the agency and that has with leadership as the central theme,” he says. When ment. So that’s something which we go by.” not wavered at all. The only difference today is asked whether his vision has been achieved or not, JWT is proud of its senior management team. that the agency has managed to reassert itself. It Harris says, “A vision is something you can never achieve; otherwise one will die of short-sightedness. We always have a challenge to face up to.” OLD FRIENDS “We have a group which is called Won at the (Some of JWT’s long-time clients) top. Won is a euphemism of WON at the top. It also means ONE at the top. We are building an Year of Acquisition Client Brand organisation. Great organisations are built with 1929 Glaxosmithkline (Gsk) Horlicks, Boost, Viva, Maltova process and systems and understanding. If I left 1930 Hindustan Petroleum TurboJet Diesel the company, I would make sure that all the efforts 1934 Reckitt Benckiser Dettol, Lizol that we have put in do not come to a naught. It must continue. It is not about Colvyn Harris or 1940 Tata Steel Tata Steel Agnello Dias. It is about building a good team. 1954 ITC Wills Classic, Bristol And when you build transparency in an organisa- 1960 Hindustan Unilever Sunsilk, Lux tion it will work,” he sums up. For JWT it is working out perfectly, in terms of awards too. 1968 Godrej Appliances Washing machines, ACs [email protected]
3 4The Brand Reporter, July 16-31, 2008
POINTSOFVIEW Is OOH an Afterthought for Advertisers? It is TV and print that spring to mind when marketers draw up their plans. Is OOH the poor cousin? By Neha Kalra
ARMINIO RIBEIRO SUMANTO CHATTOPADHYAY FARID KURESHI KEDAR APTE CEO, Platinum Outdoor Executive Creative Director, O&M Director, VIA OOH Marketing Manager, Unilever FOTOCORP OUTDOOR WAS MOSTLY WHEN TELEVISION OOH WAS AN AFTER- ADVERTISING IS A AN AFTERTHOUGHT AT A STARTED, THOUGHT 5-6 YEARS WHOLESOME PROCESS POINT OF TIME IN THE ADVERTISING AGO, WHEN PEOPLE WHERE EACH MEDIUM PAST AND WHEN IT MESSAGES ON IT WERE FED ON A SINGLE CONVEYS A UNIQUE CAME TO MEDIA PLANS, TENDED TO BE DULL NEWSPAPER AND HAD MEANING TO EACH IT WAS LIKE: “IS ADAPTATIONS OF ONLY 10-12 CHANNELS INDIVIDUAL. CINDERELLA GOING TO PRINT OR RADIO. TO CHOOSE FROM. CONSUMERS ARE make it to the ball tonight?” Similarly it took people time to Now, with huge audience touched through each medium of appreciate the possibilities of advertising and a particular Fortunately, the pendulum OOH and more importantly, to fragmentation across genres brand image is put forth. of opportunity has swung in gain the confidence and technique and TV in general, advertisers OOH is a huge opportunity for favour of OOH advertising. required to do justice to it. are forced to look at OOH as the brand to touch all its The combined trends of Right now, OOH media needs to a vital, efficient and valuable consumers at any point of time. get into the bloodstream of An eye-catching hoarding always media fragmentation, clutter clients and agencies. Only then advertising media. gets noticed and stands out in and inflation continue to send will they stop cloning content The biggest spenders across crowded metropolitans. It makes marketers and agencies in from other media. OOH will then media are banking and a memorable statement in itself. search of cost effective media live a meaningful life of its own - financial services, telecom, Television and print are even becoming the lead medium segment-specific and the idea to reach consumers. And at times. white goods and automobiles. behind advertising through these OOH is one such medium. The potential is huge because These clients find that the mediums is relatively different. However, there is a lot left OOH encompasses everything premium, high-spending OOH in terms of creativity and to be desired in the creative from street furniture to digital target consumers are in the interactivity is a step ahead of TV screens and not-yet-thought-of and print, which are one way use of outdoor as a medium media. It has the flexibility to metros. To reach this media. for advertising. In order to combine different platforms and audience is extremely difficult None can be a dumbed-down develop effective outdoor technologies to create a bigger and costly. Newspapers have a version of any other medium of creatives and achieve impact. life span of 10 minutes, and advertising since each demands a For example, a mobile telephony different skill set and serves a attention and retention, the brand can create a display board people reach home after 9:00 defined purpose. creative product must be the at the airport to which you can PM, so it’s goodbye TV! ultimate distillation of a SMS ‘bon voyage messages’ for The only media, which is message. To succeed in your friend who is going away. So in-the-face, day in and day the brand is with you at an outdoor is to pass the emotional moment in your life. out, is outdoor. I see the share supreme creative test. That's impact. of OOH increasing. Apte is marketing manager for Lux and Hamam
3 6The Brand Reporter, July 16-31, 2008
PROFILE |NEWS E18 PROFILE I SAMEER KAPOOR I CEO I NDTV INDIA “I Can Adapt Easily” Big or Sameer Kapoor, to Projects work with the NDTV Fgroup was a long Def Leppard and Anoushka desired dream. Rather than waiting for opportunity, he Shankar are some of the took it upon himself to call stars E18 will bring to on the boss - Prannoy Roy - and speak his mind. The India. By Sapna Nair desire was fulfilled when the hat has the one-year-old group, hoping to give a boost entertainment and brand to the sagging market share of Wsolutions arm of Netwo- its 24-hour Hindi news chan- rk18, E18, been up to? CEO Farhad nel, NDTV India, appointed Wadia, who has been in charge since Kapoor as the CEO of the its inception, says that primarily, this channel. division has been divided into three Kapoor has taken up verticals - B2B, B2C and corporate diverse assignments through- business vertical. The division out his career. His last stint undertakes projects such as corpo- involved setting up Metro Now, rate events, international concerts, the English tabloid launched exhibitions and visual merchandise, by Metropolitan Media, a joint now. A panwallah used to put up a small shop brand activation and corporate iden- venture between HT Media outside his house. After the Municipal tity programmes. and Times Group. “Eventually Corporation of Delhi, bulldozed his shack Under the B2B vertical, the com- Just five days into his new down, one fine day. Kapoor thought that it was pany undertakes industry-specific job, in a make-shift office (he it is the the end of panwallah’s business. doesn’t have a permanent However, he was excited to see him back room yet), he reflects on his TVRs that soon, putting up his wares - cigarettes and pan- career that has spanned mar- bring in the masalas - on a cycle at the same place. He saw keting and sales in various the panwallah’s children coming to help him in consumer durables companies business.” the afternoon, and the former urging them to like Singer, IFB Bosch, study. Persistence is something that he values. Bausch & Lomb, Whirlpool “These small incidents have helped me learn a and Carrier Aircon, then into a publishing house – lot about life. They have made me realise that there is Scholastic India and finally into print media. Here too always a second chance and one has to go on fighting.” he wasn’t content. He wanted to be in the “happening” His stint with Metro Now, as president, introduced electronic media. him to the media world. While, the objective of the Wadia: customised solutions Kapoor was intrigued by marketing and sales ever two parent companies was the same, there were obvi- since his school days. “My uncle retired as president of ously differences of opinions as both the companies events such as conclaves and semi- Escorts Yamaha Motors, and I always wanted to live his have a different work culture. He assures that this did nars, while under the B2C vertical it kind of lifestyle, which drew me towards the corporate not hinder his working, rather it added to his determi- manages events in the entertainment world,” he says. nation to succeed. space. E18 has organised big-scale After his graduation from Sri Ram College of So what does he bring to NDTV India? Kapoor events such as the ‘3G Summit in Commerce, Delhi University, in Economics and a spe- feels that his plus point is in “being able to adapt easi- Delhi’ and ‘Green Initiatives’ for IT cialisation in marketing (Master of Management ly, to willingly take up new assignments and to look at and worked with clients such as Studies) from Banaras Hindu University, Kapoor’s things from a fresh perspective.” Will his marketing- Nokia, Coca-Cola, Hewlett Packard, first job was with Singer. There, he was asked to take days’ network help him in getting new business? Compaq and Cadbury. charge of a new market of small appliances - taking “Only to the extent of giving a call to the person I may In the corporate business vertical, orders from hospitals - and not the established market know. Eventually, it is the TVRs that bring the busi- E18 plays the same role that an of sewing machines. ness.” However, he warns that it is early days yet, and event-management agency does. Life, and marketing, has taught him many things. he’s trying to get comfortable in the new place. “We understand the client’s advertis- “I’ve inherited adaptability and the ability to start from Any regrets? Just two, he says. “I wish, I’d got a bet- ing needs and come up with a scratch. My grandparents and parents, came from ter education like a degree from an IIM, and second, I customised solution,” says Wadia. Pakistan, without anything. They started from scratch wish I’d ventured in the media world a little earlier.” This is by way of offering a complete and built up a life here. Also, my stint with sales and If stuck with hurdles, he often turns to his wife, 360-degree solution. The company marketing has taught me to see life closely.” Bela Kapoor, who he says “is a more technical person, has done events for Wockhardt, Dealing with dealers and customers can often be a and being a teacher (she teaches Home Science), it Meru Cabs, Reva electric car (both difficult task. But Kapoor draws from his everyday becomes easier to discuss work with her.” launches), CNBC and CNN-IBN. experience to tackle this. Reminiscing about his learn- He likes travelling a lot with his family – his moth- Recently, when Xerox introduced ings from the marketing days, Kapoor says, “One thing er, wife and his 18-year-old son, and exploring off-beat a new series of printer, it wanted a I learnt was that when you are big, the dealers respect places. He is quite attached to his mother. In fact, it is gathering of chief technology offi- you, and once your company starts doing badly, they the concern for his mother’s well-being that has pre- cers of companies to have a look at ignore you. This has taught me to maintain steady rela- vented Kapoor from considering any job opportunities the printer range. “People wouldn’t tionships.” outside Delhi. really have turned up had Xerox Kapoor narrates an incident that inspires him even [email protected] called them so we organised an event continued on page 44 >>
38 The Brand Reporter, July 16-31, 2008
NEWSTRENDS NDTV IMAGINE Going South Ramayan is giving the channel a big high. Its dubbed version is a superhit in the south too. By Dhaleta Surender Kumar
DTV Imagine ensured its place among the top three GECs (general entertainment channels) riding high on Nthe popularity of the time-tested mythology, Ramayana. The programme was a runaway hit in Hindi speaking markets (HSM). Less known is the popularity, the epic enjoys in south India through a series of tie-ups with local channels. While on NDTV, TAM Peoplemeter gives it an average TVR of 2.5 (HSM, C&S, 4+), on SunTV, it has an average TVR of 9! 5, and on SuryaTV (Kerala, C&S, 4+), it had an average TVR of Yes, the serial has been dubbed into Tamil,Teluguand Malayalam 6. When Ramayanam scored a record TVR of 10.1 on May 4 on and is being shown across the SunTV Network - on SunTV SunTV, the channel’s market share reached 40.55. It had the (Tamil), GeminiTV (Telugu) and SuryaTV (Malayalam). highest channel share of 49.73 during the show on April 27. Both Gaurav Gandhi, executive vice-president, business operations GeminiTV and SuryaTV have been able to garner an average and ancillary revenues, NDTV Imagine, says, “As an epic and a channel share of 30 and 24, respectively, during the show, in their story, the Ramayana has pan-India appeal. So, we thought of find- respective markets. ing the right partners to take the serial across India, and no one The serial is being licenced through UTV, which owns the covers South India better than the SunTV Network.” rights to sell many of the ad spots across the SunTV Network. The Tamil version of the serial, called Ramayanam, went on air So, how does the arrangement work? According to Gandhi, on SunTV in March. It beams Sundays, 10:30 AM to 11:30 AM. “The right UTV pays a licence fee to NDTV Imagine for the content. “We Seeing the instant success and response it received, in early May, partners and a also have a revenue sharing tie-up with UTV. The better the seri- it began to be aired also on GeminiTV and SuryaTV, Monday to pan-Indian al does, the more money making opportunities we get,” he says. Friday, 7:00 PM to 7:30 PM. According to TAM, on GeminiTV appeal helped.” While NDTV Imagine conducted a number of on-ground (Andhra Pradesh, C&S, 4+), Ramayanam had an average TVR of GAURAV GANDHI activities like distributing Ramayan-branded incense sticks, Ramayan aarti and Hanuman Chalisa booklets, posters and calen- The Big Crowd-puller dars, and branding ‘kirtans’ in temples in the Hindi speaking belt to promote (How Ramayan performed in the south) the Hindi version of the show, no such activities were conducted in South India. “When NDTV Imagine was launched, we had no other channel to pro- Channel Date Language TVR Market mote the show, so we had to do a lot of off-air activities. SunTV has a strong GeminiTV June 19 Telugu 6.5 Andhra Pradesh hold in the South. We didn’t need to do any such activity,” Gandhi says. The GeminiTV June 24 Telugu 6.5 Andhra Pradesh channel has plans to dub the serial in Marathi and Bengali too. GeminiTV June 25 Telugu 6.3 Andhra Pradesh Not restricting itself to the Indian market, NDTV Imagine has tied up NDTV Imagine June 16 Hindi 2.3 HSM with Mauritius Broadcasting Corporation to launch the Hindi version, with English subtitles, in the island country. The company is in talks with some TV NDTV Imagine June 24 Hindi 2.3 HSM players to launch Ramayan in Sri Lanka and Malaysia as well. Gandhi says, NDTV Imagine June 11 Hindi 2.1 HSM “We are targeting the Tamil population in these two countries. In Sri Lanka, SuryaTV June 25 Malayalam 6.8 Kerala it will be dubbed in Sinhalese and Tamil.” SuryaTV June 18 Malayalam 6.4 Kerala Meanwhile, the international audience can watch Ramayan on SuryaTV June 16 Malayalam 6.3 Kerala BigFlix.com. While the low bandwidth version is free of cost and ad-sup- ported and meant only for online viewing, the high definition version is SunTV May 25 Tamil 9.6 Tamil Nadu available for download-to-rent (for 72 hours) at a cost of $1.49 per episode. SunTV June 8 Tamil 8.3 Tamil Nadu NDTV Imagine also has plans to come out with a multilingual DVD of SunTV June 22 Tamil 7.9 Tamil Nadu Ramayan by the end of August. (Note: Peak TVRs in wek 22 to 26) Source: TAM Peoplemeter (C&S, 4+) [email protected]
NEWSTVC TITAN Beyond Style The watchmaker decides to make its brand more youthful and relevant to the changing times. By Devina Joshi
n 24 years, Titan has undergone a major repo- time to be multi-faceted, just like Titan!’” watch to match with each outfit he’s packing sitioning exercise only once before – five years Khan fit the bill as Ogilvy borrowed from his before a trip, while the second film showed him Iago, when Aamir Khan was appointed brand own life and work and his need to constantly delighting a girl in a mall with a watch. “This third ambassador. What followed later was the ‘What’s experiment and reinvent himself. “Be it Mangal film has a much stronger script,” shrugs Pandey. Your Style?’ campaign, which tried to increase Pandey or Lagaan or Dil Chahta Hai, Aamir always “It’s about bringing a mindset onto the screen with watch consumption per person, by suggesting the manages to look different in every role,” explains a better celeb-brand marriage.” use of different watches for different occasions. Mehra. “So we showed him doing things that were Though it was shot in Chennai, the film sug- Now, Titan wants to move from style to per- spontaneous.” The idea, simply put, is to live life gests that multiple locations were used. “We had sonality. It has adopted ‘Be More’ as the signature to the fullest – with Titan being the instrument. fast paced shots to spread the look of the film,” says line. According to Harish Bhat, COO, watches, Pandey. Why Chennai? “Because it was raining in Titan Industries, ‘Be More’ is supposed to denote Mumbai then,” quips Pandey. Several layers were the aspirations of consumers to make more of their “This campaign added to the film. To show the aspirations of chil- lives and be whatever they want to be. “The watch is bringing about dren, a young girl was shown staring at an object allows for such imaginative travels,” he says. a mindset with and, later in the frame, you see the object is a but- Ogilvy India, has devised a campaign around better celebrity- terfly – the girl wants to fly. Khan that encourages people to find a new strand brand marriage.” “Kids are freer in their thinking than adults and of their personality every day. It started with a logo we hope this has been portrayed,” Pandey says. change recently (the same font in a red and white PRASOON PANDEY Even the last frame of the ad, which has Khan combination), followed by this campaign. CORCOISE FILMS dressed as a mock warrior (with an impromptu The ad film opens on a shot of Khan sitting utensil serving as his helmet), was made to look as alone on a roller coaster, stating, ‘Be born every if the man had made use of things lying nearby in day’. Next, he is seen chasing the shadow of an air- “The spontaneity is a spontaneous way. The music track for the film, craft on a beach, then, sitting beside a truck driver, an indication of composed by Pandey’s relative, music composer in the middle of nowhere, with a trail of chassis Titan’s shift Dhruv Ghanekar (of upcoming Drona fame), is a trucks behind him. Here, he asks the viewers to try from old lively, carnival number. the adventure of getting off at an unknown station, to the youthful.” The truck sequence was Pandey’s creation: “As of exploring unknown lands. a child, I used to see these stylish men sitting on Constant reinvention is the message. “Shock MALVIKA MEHRA truck chassis with their bandanas fluttering in the your reflection!” says Khan, with funny acces- OGILVY INDIA air, looking like the Indian version of Wild, Wild sories framing his face. The next vignette has him West! It created a sense of adventure that I have practising meditation while slyly checking out a always wanted to capture.” The passport photo girl walking past (‘Explore’). Cut to a shot of chil- The film was conceptualised by Mehra with sequence is borrowed from a real life insight that, dren, with Khan explaining how we aspired to be Amit Akali, Anil Thomas, Kunj Shah (who wrote often, people are unhappy with the way the pho- different people as kids – “let’s revive that aspira- the script) and N Ajesh. In a sense, says Mehra, the tos turn out (no smiles, dull expressions and tion today”. Wearing armour (sword and all), spontaneity in the ad is an indication of Titan’s boring backgrounds). Khan is shown in whacko Khan reiterates, ‘Be Born, Every Day. Titan. Be gradual shift from the old to the youthful (from avataars – with weird looking glasses and a broken More’. ‘My Dad’s Brand’ to ‘My Brand’). “That is the way tooth. Malvika Mehra, group creative director, Ogilvy many categories are moving,” she says. “People are scared to try out the new for fear of & Mather, says, “‘Be More’ pushes people to live The ad was directed by Prasoon Pandey of what others will think. Titan - with this film - many lives in one. We want people to question, Corcoise Films - this is Pandey’s third Titan film. hopes to eliminate that fear,” concludes Pandey. ‘Why should we be single minded and boring? It is The first film had Khan confused about which [email protected]
NEWSTRENDS << continued from page 38 TIMES OF INDIA Big Projects around IT, featured their product line and invited people,” Wadia says. The content, he added, was so inter- Noble esting that they leveraged it on CNBC. “E18’s mandate is to lever- age each and every brand in the Network18’s stable. We have every- thing from entertainment, which is Cause the Viacom18 brands, to business and general news brand.” The newspaper is doing a follow-up on JWT, says, “It’s an attempt to get people who want to E18 has struck large scale deals contribute to society to do something. It’s like a job site with publications to leverage the Lead India with Teach India. By Savia where you can mention your strengths, skills and avail- print medium. In the entertainment Jane Pinto ability, and an NGO with similar availability can space, E18 has many events lined up. contact you.” Last year, the popular ‘Independence lose on the heels of winning several awards for He adds that it was seen that people want to dedicate Rock’ concert was taken to Mumbai, its Lead India campaign at the Cannes 2008 some time towards social activities, but cannot do so Delhi and Bangalore, for the first CAdvertising Festival, The Times of India (TOI) because of constraints of time, days and geography. has announced its next social initiative, Teach India. Teach India connects you directly to the NGO which Although the idea was initiated a year ago, it took suits you best,” says Dias. E18 has struck four months to develop and execute the launch of the There have been full page press ads in TOI and arti- Teach India programme. The initiative is an effort to cles on the state of education in the city. Sixty NGOs large-scale deals change the literacy figures of India. Teach India tries to have signed up to be a part of the Teach India move- address a two-fold issue. One is the fact that India will ment. Corporates have signed up, at least 50 of their with publications not be able to lead unless its populace employees will dedicate two hours per is literate, and the second is that there week to the initiative. Already, more to leverage the exists a latent need for citizens to con- This may grow than 20 schools have pledged that their tribute to society. These insights were students will teach other children on print medium. gained from the feedback received for to be the largest an Each One Teach One basis. The Lead India. first phase has been launched in Delhi, time in 23 years. This time, the con- The campaign broke on July 6. The literacy Kolkata, Chennai and Mumbai and cert will be taken to Pune and first phase is a call to the citizens of the will soon be extended to other cities as Kolkata as well. In October, there are country to volunteer with a non-gov- programme by a well. plans to bring down international ernment organisation (NGO) in their brand in the The NGOs were selected on the band Def Leppard to Mumbai and locality and spend two hours a week basis of their credibility. It was imper- Bangalore. Gauging the response of teaching underprivileged children. world. ative that education be the primary audiences, Wadia said that a rock “This is a mass programme and the mission of the NGO. “The print, tele- concert held in December last year response within these few days has vision and above-the-line activities at Shillong with Scorpions, a popular been stupendous,” says Priya Gupta, assistant vice- will be continued for a couple of months,” says Gupta. rock band from Germany, drew president, TOI. Phase 2 of the campaign will hand-pick The first TV commercial for the campaign will be aired close to 40,000 people to the students from top institutes, who are willing to dedicate soon. The campaign has been heavily supported by stadium. two years to teaching the underprivileged. outdoor, radio and on-ground activation. Times Now “We are organising an ‘East meets “Through this initiative, we are hoping to be cata- and Radio Mirchi are partners in this initiative. West’ event by bringing down Jethro lysts in providing a better future for the nation through UN Volunteers is a partner in the Teach India initia- Tull and Anoushka Shankar in education,” says Gupta. tive and is helping out with the mechanics of the November this year,” he adds. In the Volunteers may choose a convenient time and place programme. According to UN Volunteers, if Teach Hindi space, E18 along with Sony for teaching within given slots. The form may be India is able to register 10,000 volunteers, it will grow BMG, will organise the ‘Indian Idol downloaded from the official website, to be the largest literacy programme (by a brand) in the tour’, where it will take the final 10 www.teach.timesofindia.com. It is also there in The world. That seems to have happened. According to ToI, contestants across the country. It is Times of India. over 10,000 people have pledged to spend at least two planning a big event called the World TOI’s creative agency, JWT, is responsible for the hours a week to teach a child in the neighbourhood. Strategy Summit in Delhi withTony campaign. Agnello Dias, national creative director, [email protected] Blair and Al Gore as invitees. [email protected] SOURCE 1Lac+Towns Est.
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2008
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Dainik 682
Jagran
Punjab 576
Kesari
Dainik 381
Bhaskar
ALL Tribune
FIGURES 191
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NEWSADVERTISING LUX Take a Plunge Hindustan Unilever is painting the town with different shades of the soap brand. By Surina Sayal
industan Unilever Ltd (HUL) has gone all out to Hpromote the new variants of Lux, Strawberry & Cream and Peach & Cream. It has launched five differ- ent outdoor innovations. structure to reach out to Chopra. The idea was to connect with the Lux’s eye-catching Quite realistic, the drape read ‘The consumer insight of wanting to feel outdoor campaign has Side Effects of Tempting Skin’. The soft and smooth skin. The campaign, helped the brand get campaign was executed by Lux Diva, has 3D cut-out billboards, OgilvyAction. mechanised billboards, double-deck- high recall. Shrikant Srinivasa Madhvan, gen- er billboards, magic mirror standees eral manager, skin cleansing, HUL, and a building drape. other. The magic mirror standee and Kolkata. The magic mirror applauds the agency’s efforts. “The The 3D billboard has cream works on sensory technology, which standee went into select multiplexes innovations have broken through the ‘splashing out’. The mechanised one when seen from a distance, displays in Mumbai, Delhi and Pune . clutter and helped build recall among has a static cut-out of actor Priyanka the Lux ad. On coming closer, the ad An innovative building drape was the target audience,” he says. Chopra and a rotating cut-out of on the mirror disappears partially to put up on a building at the Mahim- Madhvan adds that the concept of cream splashing, combined with reflect the viewer’s face. Bandra crossing in Mumbai. The the rotating mechanised billboard external lighting. The double-decker The 3D cut-outs, mechanised drape resembled a building, with will now be replicated in countries billboard shows a jug of cream being hoardings and double-decker hoard- men hanging outside the windows like Indonesia. poured from one hoarding into the ings came up in Mumbai, Hyderabad and climbing onto the side of the [email protected]
SAHARA LIFE INSURANCE Uncommon Confidence n an ad for Sahara Life Insurance, After research by Percept, it was Gabbar, chal- Percept/H takes the Gabbar Singh deduced that messages in the lenging him Iroute to perpetuate self-confi- insurance space are pegged around a to a duel. The dence in the target user. life stage or a need. Sahara adopted a voiceover Anurag Chhabra, vice-president, premise that goes beyond need. It explains, “Atmavishwas Ki Nayi matography is by Sanu Verghis. Percept/H Lucknow, admits that speaks of the self-confidence, Taaqat”. Rizwan Siddiqui, creative consult- “Gabbar has been overdone in fearlessness and empowerment Sahara Life Insurance hopes to ant, Sahara India Corporate advertising”, but he insists that the people gain once they are insured. address the common man. Directed Communications, scripted the film. context and creative route “in our The TVC shows a government by Flying Saucer’s Pushpendra Abhijet Sarckar, head, case” is different. employee signing insurance papers Misra, the film alternates between communications, Sahara India The Lucknow-based Sahara Life with a smile on his face. On his way Lucknow (the office shots in an old Pariwar, says that the ad portrays the Insurance’s decision to go pan-India back home, he takes a detour and college building) and Gwalior (the fact that once a common man led to this ad campaign. “With more reaches the den of a dacoit in an iso- den). “I had to show the story of a becomes self-confident, he is ready than 10 players in this category, we lated, mountainous spot. Sitting common man with uncommon to take on big challenges (even had to find a niche,” elaborates casually atop his scooter, he munch- self-confidence,” says Misra, who inviting trouble). Chhabra. es peanuts and bravely calls out for added the ‘peanuts’ bit. The cine- [email protected]
INTERNATIONALNEWS >> PRINT >> OOH Nikol Paper Towels rapes turning into raisins on the Gpaper towel, reinforcing the idea Fall of the that Nikol Paper towels absorb maximum water. The tagline: Maximum absorption. Billboard he days of looming, colourful and Tattractive billboards seem to be a thing of past in the US. Desolate, unoc- cupied retail store windows in prime locales are the new frontiers in street level advertising. Storescapes, as Inwindow Outdoor (a New York based outdoor advertising A quintessential example of the storescape concept is the company), the pioneer of this concept calls them, converts work done by Inwindow Outdoor partnering with digital the massive ‘For lease’ store windows into vast canvases for creative agency Monster Media for financial company brands to come alive and walk alongside their target iShares. An illusion of a 3D office inside the window was audience. created. Playing with the tagline, 'Clear the financial fog', Advertising Agency: GITAM Storescapes, the most static of their offerings, plaster sophisticated motion sensors cleared a layer of fog on the BBDO, Tel Aviv, Israel the massive windows with customised, larger than life, display as people passed by. Creative Director: Guy Bar impossible to ignore artwork. Another example is BBC, wherein, people in close prox- Art Director: Igal Ezra The company makes the storescapes walk with or imity of the store can download a clip of the Robinhood Copywriter: Matan Orian respond to the unsuspecting passer-by. High-end projec- movie using Bluetooth. Photographer: Yoram Ashaim tors, special large-scale screens, sophisticated motion Using data collected from landlords and business devel- detecting technology, holographic capabilities, specialised opment districts, advertisers can have a fair idea of the kind >> PRINT audio systems and Bluetooth are some of the tools used. and volume of traffic passing by their storescapes. VetXX: Dust mite he ad is promoting VetXX - a >> INTERNET >> BOOTY SWEAT Tfood allergy management solu- tion required to save dogs from allergies. The tagline reads: Don’t Out of the Screen let dust mite take control of your dog’s life. Now ooty Sweat, the energy drink, gulped Bby the gallon in the upcoming action comedy Tropic Thunder will flow down the throats of enthused fans as well. In Showing another classic example of reverse prod- oogle takes original internet content one step fur- uct placement, the fictional product in Gther. Seth MacFarlane’s Cavalcade of Cartoon Comedy,a the movie will be produced and placed on series by the creator of Family Guy will be unveiled to store shelves for real time consumption. appear exclusively on the internet. Licensing a fictitious brand as a real The distribution of this series will be syndicated product, Paramount Pictures believes that through Google AdSense. Instead of placing a static ad on it has broken the mould in promoting the web sites, Google will place a Cavalcade video clip. The film. Tropic Thunder is a Ben Stiller-direct- content will be distributed via YouTube. ed comedy starring Stiller, Robert Downey Advertising Agency: Comm’pas, MacFarlane has created a stable of new characters to Jr and Jack Black. The Netherlands star in the 50-episode series. For a substantial fee, he's To morph fictional products into real ones Art Directors: Jeroen Manders worked with advertisers to animate original commercials seems like a great way to promote movies. Other Copywriter: Levi Sars as well that will run with Cavalcade. Advertisers can opt examples include the Squishy from The Simpsons, Illustrator: Ezra Szigetti for pre-roll ads, or can place banner ads and other such Bertie Bott's jelly beans from Harry Potter, and Sweet Photographer: Studio Peek conventional formats. MacFarlane will receive a percent- Rocks (another jelly bean) from Ant Bully. age of this ad revenue.
INTERNATIONALNEWS >> BRANDING
Vote for Fashion emocratic candidate Barack ion that youngsters see Obama’s can- DObama is increasingly replacing didacy as more than politics. He’s Che Guevara, Jimi Hendrix and the drawing large crowds of young peo- likes on T-shirt fronts in the United ple in a way not seen probably since States. The image of Obama is being Robert Kennedy’s 1968 presidential marketed as a fashion item by retailers campaign. in American cities and on the web. The Sales of Obama gear are well merchandise ranges from campaign ahead of those depicting his buttons to jewellery, teddy bears and Republican rival John McCain, who even thongs. appears on badges and other tradi- The merchandise is a rage with tional campaign items. Popular youngsters who are picking him over online retailer cafepress.com, which the evergreen classic icons - Dylan, sells consumer designed items such Hendrix and James Brown. Union as T-shirts, mugs and underwear, says Square vendors describe Obama as a Obama now represents about 75 per- trademark, a revolution. Trendy cent of political sales while items clothing chain Urban Outfitters showing McCain account for rough- stocks T-shirts that read “Obama for ly 10 percent. yo Mama” and “Barack ‘n’ Roll”. While Obama’s charisma is defi- Merely selling merchandise that nitely responsible other factors such appeals to customers, these vendors as growing consumerism, low cost of shouldn’t be mistaken as making a production and popularity of online political statement of any kind. commerce are some factors due to Experts studying youth voting which the surge of sale of the mer- trends across the US are of the opin- chandise can be attributed. >> COCA-COLA The Clean Look he first ever Design Grand Prix at sleek, curvy and smooth. It looked TCannes 2008 was picked up by cool but it had a tendency to slip out Coca-Cola for its redesigned visual of one’s hands easily. The new Coca identity system. Picked from a field of Cola plastic bottle not only features more than 1,000 entries, the trade- an improved contour that slightly mark graphics were heralded by removes the original glass bottle Rodney Fitch, head indents in the lower of the Cannes portion but also adds design jury and textured ridges and chairman-CEO of bumps along the con- Fitch Design as tour of the lower ‘simply the best portion so that a per- piece of work in the son’s hand fits entire collection’. comfortably around it The jurors also while gripping it. noted that the new visual identity sys- The graphics on the can also tem (VIS) represented the ‘iconisation remove the unnecessary, extrane- of a brand’s heritage’. ous elements. The classic Coca-Cola Launched in the fall of 2007, the can imagery for instance is now just new design adopts a curvier, cleaner the red, the ribbon, and the Coca- look. The original plastic bottle was Cola script.
Compiled by Shivani Mathur
5 0The Brand Reporter, July 16-31, 2008
presents
An event
When: Friday, August 1, 2008 Where: The Oberoi, New Delhi Time: 0915 Hrs to 1630 Hrs
India has over 575 million news watchers, about 302 million newspaper readers, 50 million surfers and 1.2 million bloggers. As a country we buy 99 odd million copies of newspapers everyday, making it the second largest newspaper market in the world, after the US. At 115 million TV sets and 275 million mobile phones we are among the top five TV and cellphone markets in the world. We have 67 news channels - probably more than any other country.
Why do we have so much news? What does it mean to the quantity, quality and returns of the business, in the future? Will revenue from advertising continue to grow, will non-advertising revenues take off? Is a free news market a viable idea for a democracy like ours? Will online and mobile rule the news market?
These and other questions are what this seminar aims to debate and discuss.
Powered by: Associate sponsor:
INDIA’S LARGEST READ DAILY
PR Partner: Print Partner:
For partnership queries contact Sakshi Kohli at +91.120.4077837 or [email protected] For more details, log on to http://thefutureofnews.afaqs.com Agenda*
Time Session
0915-0945 Registration
0945-1000 Opening Remarks
1000-1100 ‘News: How much is too much?’ Panel Discussion. What is it about the Indian market that makes it such a haven for news media? While it is wonderful that the news market is finally free, is the quantity impacting the quality? Or is our perception of TV blinding us to the good things that an abundance of news has brought? Are there returns at the end of this abundance?
11 00-1145 'Linking local news to local advertising.' Panel Discussion. Across print, TV and online news consumption is rising in languages, in small towns and in localities. Newspapers are way ahead of TV in the game of localisation. To what extent is this happening, does the growth in local advertising justify these investments?
1145-1215 Tea Break
1215-1300 'What will it take to unlock revenues other than advertising?' Panel Discussion. It would seem as if the ad market will burst trying to accommodate newspapers and news channels. What will it take for TV news channels to go pay and what will it take for newspapers to work up the courage to hike their cover prices?
1300-1330 ‘Why do investors continue to fund news?' Panel Discussion. It seems like overcrowding. 60,000 newspapers, 67 news channels, yet investors continue to fund pure news ventures. Last year alone Rs 1,500 crore was invested into the news genre. Why are investors still interested in news? And how do they look at print versus TV versus online news valuations.
1330-1430 Lunch
1430-1515 ‘Who will subsidise digital content?' Panel Discussion. Both the mobile phone and online are given in the future. What shape will their role take? Will mobile penetration make it the dominant medium? How long will publishers subsidise the net?
1515-1545 Tea Break
1545-1630 ‘Reclaiming the news audience.' Panel Discussion. There was a reason advertisers liked news; it eliminated the waste of entertainment. As news gets massified, what are advertisers doing? Are they using more business and niche genres within news or are they going to go to other genres?
Confirmed speakers in alphabetical order:
Abhay Desai, Chief Executive Officer, Yuva Ajit Balakrishnan, Founder and Chairman, Rediff.com Ashok Venkataramani, Chief Executive Officer, Media Content & Communication Services (India) Pvt. Ltd. Bharat Kapadia, Chief Executive Officer & Managing Editor, Jagran18 Publications Harivansh, Chief Editor, Prabhat Khabar L. K. Gupta, Chief Marketing Officer, LG India Mahesh Peri, Publisher, Outlook Group Mariam Mathew, Chief Operating Officer, Malayala Manorama Pramath Raj Sinha, Founder & Managing Director, 9.9 Mediaworx Punitha Arumugam, Chief Executive Officer, Madison India Raj Nayak, Chief Executive Officer, NDTV Media Rajat Sharma, Chairman, India TV Rajesh Jain, Managing Director, Netcore Solutions Ravi Kiran, Chief Executive Officer, Starcom Sanjay Gupta, Editor & Chief Executive Officer, Dainik Jagran Group of Newspapers Sanjay Trehan, Chief Executive Officer, NDTV Convergence Santosh Desai, Managing Director & Chief Executive Officer, Future Brands Shashi Sinha, Chief Executive Ofiicer, Lodestar Universal T.N. Ninan, Editor & Publisher, Business Standard
Many other speakers are in the process of confirming as we go to press.
*Subject to change without prior notice. NEWPRODUCTS Diageo Sponsored by Shark Tooth, a Vodka brand by Microsoft Diageo, has introduced two new The latest offering by Microsoft flavours - Golden Hardware is LifeCam VX-500 (Rs 850) Apple and Orange. Both are priced and LifeChat LX-2000 webcam between Rs 270 and Rs 300 in (Rs 999). Offering brilliant video quali- select markets. ty, the webcams work both with the laptop and The company claims that the tangy desktop PCs. and can also be used for listening to and refreshing taste of the Orange music, gaming and chatting online. Both the flavour will appeal to the Indian LifeCam VX-500 and the LifeChat LX-2000 can be easily palate while the distinct and used with major instant messaging programmes. Setup matured and installation is quick and needs no additional software. note of Golden Backed by a three-year limited hardware warranty from Microsoft, the LifeCam Apple will be a VX-500 and LifeChat LX-2000 webcams are available across various computer hardware retail stores treat to the sens- in the country. es. The drinks will go well Honda with only Two wheeler giant Honda Motorcycle & Scooter India (HMSI) has water in unveiled its new 125cc sports bike-Honda CBF Stunner. The bike has 11 order to bhp, 11 Nm of torque, hydraulic shocks, analogue retain the metres and regular lamps. It resembles the small taste sized motorbike Karizma. It claims to give a pick-up and of about 0-60 kmph in 5.2 seconds. Targeted at its orig- the youth, the motorcycle, with five-speed trans- inality. mission comes in three variants, and has been priced between Rs 47,070 and Rs 51,655 (ex- showroom Delhi). The company hopes to sell Hi-Tec 80,000 units of CBF Stunner in the current financial The UK based global sports and year. It also hopes to introduce its 800cc category outdoor company, Hi-Tec Shoes superbike next year that will be priced above Rs 10 lakh. has launched its new footwear collection - Hi-Tec Adventure in India. The shoes have suede ITC leather and nylon uppers Essenza Di Wills from ITC has added a new combined with a moisture wicking fragrance range, Inzio Aqua, to its brand. lining. It has a layer of Gore-Tex The range includes Inzio Aqua EDT (50 ml) top-shelf waterproof membrane priced at Rs 1,800, Inzio Aqua (50 ml) and a plastic body to support priced at Rs 475, Inzio Aqua Shampoo (200 the heel. The collection claims to ml) priced at Rs 450 and Inzio Aqua Bathing have a distinctive quarter heat Bar (200 ml) priced at Rs 75. These prod- seal overlay and perforated ucts have a combination of Bergamot, tongue foam for enhanced breath- Mandarin and Italian Lemon, which promise ability. The carbon rubber to provide long lasting fragrance. The new technology in the shoes provide range is available at all Wills Lifestyle grip and traction. The price range stores across the country. for the new collection starts from Rs 1,599 onwards and is available SONY in Delhi at Delcos - GK 1, Shoe & Electronics major SONY has Sports – Khan Market, Foot Print - introduced a new bluetooth MGF Mall, Gurgoan and in Mumbai and USB In-car CD Tuner, at Carona Store - Linking Road called MEX–BT 3600U. The and Colaba, Kkrish - system has a USB port with Parel and Khar, Walk a Quick BrowZer-LCD inter- & Wear - face for searching MP3 Lokhandwala. songs and support for hands-free through the car stereo. Offering a wireless solution, a Bluetooth compatible Walkman or mobile phone can be used with its in-dash head unit to listen to the songs. It also has a front panel AUX input that can be connected to the headphone output of any personal audio player. It has a sensitive microphone with an echo cancellation technology behind the head unit’s front panel for voice clarity. Priced at Rs 9,990, the MEX–BT 3600U is available at SONY stores across the country with a warranty of two years.
5 4The Brand Reporter, July 16-31, 2008
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Venue - Welingkar Institute of Management Development & Research Near Podar College, Opp. Matunga Gymkhana, Matunga (E), Mumbai 400 019
Awards Ceremony : Date- Monday 28th July, 2008, Time : 6.45 pm. . Venue - Ball Room, Hotel Grand Hyatt, Santacruz, Mumbai 400 054.
Contact : 23810213 / 3034 & 2389 4091 That's when you come in. If you are Being a Senior, we guess you know your jo drivenby ambition and confident b profile. But for those who would want a about taking the next most impor- clear expectation here it goes. We expect tant decision in your life, e-mail your few things from you. STRONG ART SENSE. fantasy about starting your own Simplicity. Media neutral nature. Leader- shop to: ship. Love for your job. This should be enough. IN return, we'll give you a satisfy- ing environment and a springboard for you to demonstrate your abilities to the w orld.
You are expected to think and operate like entrepreneurs. Constantly adding value to the client’s business in ways far beyond the role of conventional advertising. You must be sharp, focused, result oriented with exceptional communication skills. A flair for creating and maintaining relation- ships. You will have to be a good team player as well as be able to work under pressure. All in all, you should be a good communicator with the ability to do as well as get things done.
Visualization and conceptualization of sets and designs To work with a team hell-bent on providing Developing new concepts and set designs for different Servicing excellence and developing new events business opportunities. Working on various projects in coordination with sales & marketing, production & operation team Actively involvement in research and development
Registered with Registrar of Newspapers for India Under No. DLENG/2004/14817