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April 16-30, 2013 Volume 1, Issue 23 `100 24 7ZLVWVDQG7XUQV 7KHPDNHUVRI+LQGL79VHULDOVXVHDQXPEHURI VWDQGDUGSOR\VWRSURORQJWKHOLIHRIDVWRU\$ORRNDW VRPHRIWKRVHGHIWDVZHOODVGHVSHUDWHPRYHV 18 8 29 10 PLUS SAAVN Big Impact 14 KRRISH Superchild 19 IDEA Get up, Stand up 20 PROFILE GOA FEST TOURISM AUSTRALIA Jaspreet Bindra Away from the Usual Welcome Letter JC DECAUX GETIT’s new CEO has A lowdown on the ad world’s Tourism Australia is digital inclinations. annual bash. spending more in India. Quashed 21 EDITORIAL This fortnight... Volume 1, Issue 23 f you watch television serials, or read about them, it is hard not to laugh at the EDITOR Idesperate attempts made to prolong their natural life. And that is what this Sreekant Khandekar PUBLISHER April 16-30, 2013 Volume 1, Issue 23 `100 week’s cover story is all about: about the skilful and not-so-clever machinations Prasanna Singh 24 employed to keep the story moving. Viewers who can see through this begin to curse SENIOR LAYOUT ARTIST the show, the producers, the channel - and yet can’t stop watching it. Vinay Dominic There is compelling business logic in keeping a serial alive even when the PRODUCTION EXECUTIVE signals say that it is running out of steam. To appreciate the true glory of the Indian Andrias Kisku television business, look closely at Hindi general entertainment channels. At their ADVERTISING ENQUIRIES Rahul Puri, (0120) 4077833, 4077866 heart lies the Hindi serial. Noida 7ZLVWVDQG7XUQV 7KHPDNHUVRI+LQGL79VHULDOVXVHDQXPEHURI Several things make the serial attractive. One, it draws large audiences. Two, it VWDQGDUGSOR\VWRSURORQJWKHOLIHRIDVWRU\$ORRNDW Arunima Bhattacharya, (022) 40429702-5 VRPHRIWKRVHGHIWDVZHOODVGHVSHUDWHPRYHV gets them to the channel every day, month after month – and sometimes, year after Mumbai 18 8 29 10 PLUS SAAVN Big Impact 14 year. Three, serials demand appointment viewing – every day, at the same time. [email protected] KRRISH Superchild 19 IDEA Four, they provide a steady stream of revenue. Five, a hit serial is an immensely MARKETING OFFICE Get up, Stand up 20 PROFILE GOA FEST TOURISM AUSTRALIA Jaspreet Bindra Away from the Usual Welcome Letter JC DECAUX GETIT’s new CEO has A lowdown on the ad world’s Tourism Australia is B-3, First Floor, Sector-4, Noida-201301. digital inclinations. annual bash. spending more in India. Quashed 21 profitable property. Tel: (0120) 4077800. In that sense, nothing compares with the serial business on Indian television. MUMBAI Sports, reality shows and even films pale in front of the the serial when it comes to 501-502, Makani Center, 5th Floor, Off Linking Road, Bandra (W), viewership. Mumbai - 400050 If something seems so attractive, there has to be a catch. In this case, it is the fact Tel: +91-22-40429 709 - 712 that it is extremely difficult to create a popular serial – about as difficult as it is to BENGALURU S-1, New Bridge Corporate Centre, make a hit feature film. So, before they get that elusive success, channels have to 777 D, 100 ft Road, Indira Nagar, take many chances and lose a lot of money. When they do find the hit they have Bengaluru - 560038, India searched for so hard, they are reluctant to let go of it – and hence the attempts at SUBSCRIPTION ENQUIRIES Akhilesh Singh, (0120) 4077837 longevity through myriad twists and turns. No wonder everyone involved watches [email protected] the weekly ratings like a hawk and makes changes in the plot whenever there is a marked drop in viewership. Owned by Banyan Netfaqs Pvt Ltd and Printed and published by Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063. Printed at Cirrus Graphics Private Limited Sreekant Khandekar B-62/14, Naraina Industrial Area, [email protected] Phase II, New Delhi – 110028. CONTENTS 38 12 PLUS ASCI Advertisers Beware! 12 VODAFONE ZOOZOO ‘Fan’tastic Show MCCANN-END TO END Ten million fans on More Muscle 15 Facebook and still going strong. MCVITIE’S Wholesome Challenge 15 INTERVIEW 86 Manish Kalra HT MEDIA-APOLLO Makemytrip’s marketing New Partnership 19 head is looking at hotels. BIG RTL THRILL INFECTIOUS 8 Fear in the Open 21 Meet the Doers RASNA DOMINO’S Nisha Singhania and Ramanuj Flavoured Tour Little Joys, Big Parties BY INVITATION Shastry get together to set up a Innocence and animation Celebrating small moments of media-agnostic ‘do’ agency. combine for Rasna Fruit Fun. happiness. Shyam G Iyer 36 afaqs! Reporter, April 16-30, 2013 5 1(:6$'9(57,6,1* DOMINO’S Little Joys, Big Parties The latest campaign, promoting the ‘Pizza Mania’ range, inspires people to celebrate the small moments of happiness. By Devesh Gupta n its latest campaign titled ‘Pehli Kamayi’, Domino’s extends its existing tagline ‘Yeh Hai IRishton ka Time’, by playing the affordability card for its ‘Pizza Mania’ product offering. The campaign insists that despite a meagre first salary, one can still party with this new range of pizzas, thanks to its affordable price (` 44 per pizza). Quick recap: Domino’s entered the Indian market 17 years ago. After the initial ‘Hungry Kya’ statement, came the promise of ‘Home Delivery’, a space it occupied for 12 years. Consequently, it was re-positioned to ‘Khushiyon ki Home Delivery’ on the back of the belief that ‘Pizza time’ means ‘happiness in togetherness’. Four years down the line, the brand realised that ‘Khushiyan’ is also initiated a Facebook contest created this campaign), says, “All of us have an overused proposition. This led to support the TV burst. To experienced the joy and satisfaction of getting to another re-positioning exercise participate, people need to upload our first pay cheque. That is the emotion that we with ‘Yeh Hai Rishton ka Time’ as pictures of their first job. The prize wanted to use as a concept.” The campaign, he the outcome. is BTL-related; the winners will says, is an ode to “those little joys that make for Now, taking this forward, be given the opportunity to work big moments.” Domino’s has launched two for a day in a mall as a dinosaur (as TVCs, one of which shows a boy shown in the TVC) and in return, REASON TO CELEBRATE? the brand will offer Pizza Mania es, even if we exclude the brownie points parties at their homes. Domino’s Yadfolk are tossing in, courtesy the dinosaur! The campaign is an is also planning to shoot a music Since the product is low-priced and a large part of video around this activity, and the audiences are ‘first-jobbers’, the proposition ode to those little subsequently, release the same will find takers, reason our reviewers. joys that make for online and on music channels. For Raghu Bhatt, co-founder, Scarecrow About the idea behind the Communications, the product is woven seamlessly big moments. campaign, Harneet Singh, vice into the plot, such that the result is “a commendable president, marketing, Domino’s piece of communication.” working in an amusement park Pizza India, says, “Many people He says, “By saying ‘party badhi honi chahiye’, dressed as a dinosaur, while the begin with small jobs and small the brand underlines the importance of celebrating other shows a girl working as a salaries, especially students on their the small victories with your friends. This is very model in a tourism fair. Both the summer breaks, who do odd jobs apt.” films end with celebratory scenes for pocket money. Thus, the idea Brijesh Jacob, managing partner, White of the protagonists, sitting with was to show how only at Rs 44 Canvas/22feet, finds the ad “intriguing”, “tight” their friends and family, enjoying per pizza, you can celebrate and and “well crafted”. “Though difficult to understand Domino’s pizza with the salary party.” The marketing budget for at first glance, the context became clear as the film they get from these jobs. this campaign is ` 8- 10 crore. progressed,” he says, adding, “the dinosaur has Besides using promotional Juju Basu, ECD, Contract broken clutter and is very well used.” online banners, Domino’s has Singh (top) and Basu Advertising, (the agency that has [email protected] 1(:6$'9(57,6,1* INFECTIOUS Meet the Doers Based in Mumbai, the agency is positioned as a media-agnostic, ‘do-agency’. By Ashwini Gangal ormer Saatchi & Saatchi hands Ramanuj Shastry and Nisha FSinghania announced the name of their advertising agency at an event held in South Mumbai last evening. Their venture is called ‘Infectious’ portal promoted by Jay Mehta and - an evident play on the concept of Juhi Chawla. The agency’s work for ‘ideas that spread’. This reminds one this brand, including an identity- of Publicis’ well-known theory of revamp, will be released across media, ‘Contagious Ideas’. shortly. Explaining the philosophy behind Shastry, who will man the creative the name, the founders say, “The front at Infectious, was chief creative ambition is to fill the world with good officer, Saatchi & Saatchi, while and to start an ‘epidemic of good’ Singhania, who will head the business with ideas that spread.” and strategic planning side of things In today’s sea of creative start- at the agency, worked as general ups, what makes Infectious different? manager, Saatchi & Saatchi, before “We’ll help brands do more than the duo quit - in close succession - to they say, as actions speak louder than begin work on their own venture. words,” explains Shastry, according to Nowadays, marketers looking to whom the agency will be positioned work with creative start-ups have a as a media-agnostic, ‘do-agency’ as Shastry (L) and Singhania: say less, do more fleet to choose from. opposed to a ‘say-agency’.