April 16-30, 2013 Volume 1, Issue 23 `100 24

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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’. Earlier this year, Sudarshan “We want to fill the world with ‘acts’ for finally we are all collaborators,” shares Singhania, Banerjee, former director, business development, brands,” he adds. further explaining the concept. She adds that the DDB Mudra Group and executive vice-president The firm will be built on what the founders agency will avoid gauging its success from a mere and head, DDB Mudra Ahmedabad and Ayan term a ‘collaborative model’, in which the agency ‘size’ perspective and will thus, “not be part of Chakraborty, former chief growth officer, members will be viewed less as staff and more as every other pitch out there,” unlike most creative Percept/H, joined hands with a few like-minded co-collaborators. At the moment, there are eight start ups. industry peers to launch Utopeia, which is being collaborators on board. “Doesn’t matter if they are Infectious already has three clients on board, positioned as a ‘retro’ agency. „ product designers, people from IIT or musicians; one of which is Ubqool.com, an education-centric [email protected]

RASNA Flavoured Tour Rasna’s latest TVC uses animation and innocence to introduce Rasna Fruit Fun. By Rashmi Menon

he arrival of summer children’s book opens, with the real becomes more pronounced life girl wandering in an orchard. She Twith the increase in the narrates how, while roaming around number of television commercials an orange orchard of flavoured drinks. And, joining the in Nagpur, met Gillu. The TVC tested. And, the origin-based drinks fray with its latest TVC is soft drink Gillu, the animated ends with her saying - flavour resembling the original concentrate Rasna, one of the oldest squirrel. Gillu then the Rasna slogan, “I taste - received the maximum brands in the country (Rasna began accompanies her to a love you, Rasna”. votes, leading to the introduction its TV campaign in 1984). The new pineapple plantation The TVC is of flavours like Orange, Alphonso TVC accentuates innocent appeal, in America, to pluck directed by E Suresh Mango, American Pineapple and a premise occupied by the brand American pineapples of Eeksaurus, which Shikanji Nimbupani by Rasna. for a long time, and introduces and then checks out also worked on the Priti Nair, founder, Curry Rasna’s power drink sub-brand an Alphonso mango animation. Nation, says the brand had given a Rasna Fruit Fun’s ‘origin’ flavoured farm (establishing Apparently, the simple brief - to come out with an variants. Conceptualised by Curry the link with the brand conducted a ad that introduced Rasna’s yummy, Nation Brand Conversations, the three flavours research within its real fruit flavours. The TVC aims to TVC opens with the new ‘Rasna offered by the Nair: appealing to kids target group (6-8 convey newer exciting fruit flavours girl’ (the child actor was seen in brand). year olds), where offered by Rasna. The campaign is Rasna’s TVC for Fruit Fun last year) The girl then goes home to share concepts like fusion flavours, primarily targeted at mothers, who giving the viewers a Rasna fruit the authentic, juicy taste of the three make your own cocktail, surprise tour. An animation of an illustrated fruits with her friends, along with flavour or origin-based drinks were FRQWLQXHGRQSDJH>>

8 afaqs! Reporter, April 16-30, 2013

1(:6$'9(57,6,1* TOURISM AUSTRALIA Welcome Letter Tourism Australia has raked up its marketing spends by 100 per cent in India, with an aim to increase the footfall of Indian visitors in the island continent. By Devesh Gupta

ourism Australia launched a full-fledged campaign titled ‘There is Nothing Like TAustralia’ to promote the island continent as a preferred destination among Indian tourists. The campaign, designed by BBH Group Sydney, included television commercials, print ads, out of home activations and digital support and was launched in India in two phases, between August and October, 2012 and from January to March, 2013. Nishant Kashikar, country manager, India, Tourism Australia, says, “The campaign aimed at creating a desire for travel to Australia and bringing Australia within the consideration set for potential Indian travellers. The campaign showcased some association with its state and territory partners. This of the ‘Best Of’ and ‘Uniquely Oz’ experiences initiative was a global campaign, predominately that would create awareness and build aspiration targeting the youth sector to consider Australia as a amongst travellers to visit Australia.” working holiday destination, but at the same time The television commercials showcased different showcased the amazing range of experiences that locations of Australia such as Sydney, Melbourne, can be found across Australia. Gold Coast, Great Barrier Reef, Kangaroo Island, Tourism Australia has also partnered with Great Ocean Road and Uluru. It showcased key airlines such as Singapore Airlines, Silkair different terrains of the island continent and and Malaysia Airlines and distribution partners the opportunity they presented for a holiday including Mercury Travels, Vacations Exotica, experience. Ezeego1, Kulin Kumar Holidays for joint The TVC was shown across 30 channels advertising campaigns in the print medium. of different genres such as news, business, Australia has also come up with an India- entertainment, lifestyle, travel and infotainment, centric 2020 Strategic Plan, where it projects over 200 daily spots. Indian tourists to contribute between A$1.9 to The marketing A$2.3 billion. campaign also In 2011, India contributed A$867 million to included a mock-up of the Australian economy, making it the 10th most Kangaroo Island at a valuable inbound tourism market. The plan has busy mall in Mumbai, been developed to support Tourism Australia and mobile vans featuring let the Australian tourism industry maximise the life-size kangaroo potential of India. cut-outs placed in In 2000, there were only 41,000 visitors to high traffic locations, Australia. The number has grown at a compound branding of bus annual growth rate of 12.3 per cent and reached shelters at premium business, travel, lifestyle and entertainment 1,48,200 people in 2011 and 1,59,420 in 2012. The locations in Delhi, websites along with Google Search and YouTube. number is expected to rise to 1,75,000 by 2013. select hoardings On social media, a strong presence was marked For 2012, the average length of stay for all featuring turtle Nishant Kashikar with close to 1,20,000 fans on Facebook (http:// visitors from India was 65 nights, which is much replicas with moving www.facebook.com/SeeAustralia). higher than the global average of 36 nights. Also, fins against the image of the Great Barrier Reef and The target audience for this campaign was in 2012, India was the 11th largest source market digital screens and branding at travelators at Delhi affluent, middle-aged travellers residing in the in terms of expenditure and accounted for 3 per airport. Several billboards were also put up at high top metro cities of India, who could be employed cent of all international expenditure. Average traffic junctions across Delhi and Mumbai. or entrepreneurs, highly qualified professionals expenditure for Indian visitors was billed at A$ Tourism Australia also associated with several or senior executives at multinational companies, 5,263 per visitor, per visit. events such as Oz Fest, the biggest Australian including families with or without kids and Most Indian travellers to Australia presently cultural festival ever staged in India held between honeymooners. travel through Southeast Asian hubs such as October 2012 and February 2013. The fest reached Tourism Australia has doubled its marketing Singapore, Bangkok and Kuala Lumpur. While more than 290,000 audience members in 18 cities spends in India from 2012. there are currently no direct non stop services through 159 events over four months. Other events In addition to the ‘There’s Nothing Like between India and Australia, Qantas, Virgin included Gotye and Fearless Nadia’s premiere. Australia’ campaign, Tourism Australia has also Australia and Jet Airways serve the route through To support the television and on ground launched the ‘Best Jobs in the World’ initiative in code share arrangements. campaigns, print ads were placed in leading Kashikar says, “For the year ending December publications and dailies such as Times of India, In 2011, India contributed 2012, spend and arrivals from leisure tourists Hindustan Times, DNA, Conde Nast Traveller, increased by 22 per cent and 16 per cent Lonely Planet, Forbes and others. A$867 million to the respectively, thereby supporting the campaign’s On the digital medium, banners and videos effectiveness.” „ promoted the communication across news, Australian economy. [email protected]

10 afaqs! Reporter, April 16-30, 2013

1(:6',*,7$/ VODAFONE ‘Fan’tastic Show The Zoozoo fan page on Facebook has crossed 10 million fans, making it the second fan page from India to cross 10 million fans, after Tata Docomo. By Satrajit Sen

odafone India’s Zoozoo fan page on brand communications and insights, Vodafone Facebook has crossed 10 million fans India, says, “The 10 million videos are, in terms of V(Facebook.com/Zoozoo), making it one of pure fun, among the best social video content cre- the two fan pages from India to have more than 10 ated in India. It’s a great way for a fan to participate million fans. in the Zoozoo celebrations.” Besides the 10 million milestone, the Zoozoo According to Aggarwal, the brand uses fan page also generated the most engaging posts social media in two ways. “Our Facebook pages for January and February 2013, as measured by (facebook.com/Zoozoo and facebook.com/ SocialBakers. In fact, in February, the top three VodafoneIN) enable customers to engage with the most engaging posts were from the Zoozoo page. brand and experience the brand promise. Some of To celebrate 10 million fans, Vodafone has our other recent activities which our fans loved also created an exclusive video, with an interac- are the Zoozoo comics, Zoozoo new year videos, tive Facebook application, which shows users a Christmas Carols, Diwali and Valentine’s Day greetings,” she says. She adds that the brand gets a lot of questions on social media, including queries such as, ‘Who is the real Super Zoozoo’, ‘Where’s the Vodafone pug now’ and ‘Can I act as a Zoozoo in the next commercial!’ The Zoozoo fan page was launched on April 20, 2009, and was the first telecom brand on Facebook in India. Vodafone was the first telecom brand globally to reach 1 million fans. Besides Facebook, the Vodafone Twitter page has 40,000 follow- ers (twitter.com/VodafoneIN), where the brand claims to solve or address around 8,000 Twitter complaints every month. “We actively listen for customers’ queries on the brand across platforms and reach out to any cus- Anuradha Aggarwal tomer who tweets to us or writes to us,” informs Aggarwal. Giving an example, she says that when new video every time they log in. “The concept ‘Like’ button, which travels through the Zoozoo the brand saw fans wishing each other Happy is aimed squarely at letting each of the 10 million machine and finally lands into the Zoozoo world. Diwali on each post on the Zoozoo Facebook fans know how unique they are, with a unique According to the company, the idea is to capture page, Vodafone’s social media team moved fast to video for each one,” the company says. how each ‘Like’ brings a Zoozoo to life. create Zoozoo Diwali eCards. „ On visiting the app, a fan is asked to click the Anuradha Aggarwal, senior vice-president, [email protected]

ASCI The new article on ‘Suspension ing public harm and/or injury or Pending Investigation’ reads, “In its continuation is against public exceptional circumstances, when it interest, then ASCI would, pending appears prima facie that an adver- investigation and decision by CCC, Advertisers Beware! tisement is in serious breach of the forthwith require the advertiser/ the The regulatory body is now allowed to stop objectionable Code and its continued transmis- advertising agency/ the media buy- sion on/ through/ by any medium ing agency and the media concerned ads from appearing forthwith. News Bureau causes or has the effect of caus- to immediately suspend the release of advertisement.” dvertisers beware, the where an ad will be stopped from This decision of the suspension Advertising Standards being telecast within the same day. can be taken by the Chairman (or, ACouncil of India (ASCI) According to an ASCI official, in his absence, the Vice Chairman) has launched a new initiative, the amendment was instigated by of ASCI, in consultation with two Suspension Pending Investigation the ‘18 Again’ ad, which described members of the CCC. If an ad is (SPI). Under this, an advertiser can how the gel can tighten and reju- suspended, the CCC will adjudicate be compelled to immediately with- venate the vagina. “It caused a great on whether or not there has been a draw an ad that is perceived to furore and ASCI board members breach of the Code, within 30 days breach the code, until the Consumer had to contact newspapers and tel- from the date of suspension. Complaint Council (CCC) takes a evision channels to stop showing Arvind Sharma, chairman, ASCI, final decision on it. The initiative, the ad. It was stopped within an says, “SPI will go a long way in an amendment of its articles of asso- hour. To prevent a recurrence of getting seriously offending ads ciation, cracks the whip on gravely something like this, we decided to removed immediately, before they obscene, indecent and vulgar ads amend the Code,” says the official. cause any damage to the consumers

which are not in public interest. SPI Tools like SPI exist in some other FOTOCORP and society in general.” „ can be taken up on a suo moto basis, countries, notably the UK. Sharma: cracking the whip [email protected]

12 afaqs! Reporter, April 16-30, 2013

1(:6',*,7$/ SAAVN TIMES INTERNET Big Impact IPL on YouTube Saavn’s ad platform, Impact contributes about 80 per cent of the The live streaming of all the 76 company’s overall revenue. By Satrajit Sen IPL matches will be available on YouTube, across the world. News Bureau imes Internet has renewed its partnership with YouTube for 2013 and 2014 to stream TIndian Premier League (IPL) matches. The live streaming of all 76 matches of IPL 6 will be available on YouTube across the world, except US and Canada, the company says in a statement. Times Internet first partnered with YouTube for live streaming of IPL for the period 2010-2012. Times Internet is the global internet, mobile and audio rights partner for the IPL. Users will also be able to watch the IPL matches on the YouTube channel using Google+ Hangout, which opular online music streaming service, to their products and services. Historically, digital will have cricket stars participating on match dates Saavn (South Asian Audio Video Network), has been avoided because of rampant piracy and providing analysis between innings. Pwhich launched its digital and mobile and the risk of exposing brand assets in illegal “We have renewed our association on the advertisement platform called Impact in India, in environments. As a legitimate digital music basis of the strengths and success of the last two December 2012, claims that currently the service service, Saavn’s Impact model has created a years of partnership. YouTube will continue to contributes about 80 per cent of the company’s premium environment for brands to effectively be our distribution partner globally, and will also overall revenue. engage consumers’ point of passion around participate in our monetisation efforts around IPL, The company further adds that there are about music. Given the value we have created for these with them taking the lead in India,” says Satyan 50 major brand advertisers such as Vodafone, advertisers, we are excited to see them work with Gajwani, CEO, Times Internet. Pepsi, Samsung, Chevrolet, Hewlett Packard, us as recurring clients,” Bhat adds. According to him, last year, there was a 55 per Bose, Verizon and Western Union that are Saavn claims that its service boasts of more currently working with Saavn in India, along than 10.5 million unique listeners in India and with US and Canada. overseas, and the platform will enable brands to US-based Saavn, which delivers licensed identify, connect and engage better with users on Bollywood, Indian and regional South Asian web and mobile. music, had launched Impact to provide advertisers Commenting on the various measuring metrics access to all advertising units on the Saavn used by Impact to measure a brand’s effective ad, website and mobile apps. Bhat says that fundamentally, traditional online Speaking to afaqs!Reporter about the advertising models like CPM (cost per mille) and uptake of the advertising service among Indian CPA (cost per acquisition) are not aligned with brands, Vinodh Bhat, CEO and co-founder, brands looking to reach and engage. “When our team created this model, we Gajwani: successful associations decided to align around this core concept. We charge on the basis of the number of unique cent increase in the online viewership for IPL and users we are reaching out to in a day and it’s a a 43 per cent increase in user base. The year, before fixed daily rate by country,” he informs. that, there was a 79 per cent increase in viewership. Recently, Saavn had announced that it will Gajwani adds, “We typically set out with a 20 per partner Shazam to allow Indian listeners to cent growth target. Just like last season, we expect discover new artistes via Shazam’s music- to grow better than TV.” identification mobile app in conjunction with According to YouTube data, the entities Saavn’s library of over 1 million South Asian reported a combined 113 million page views last songs. Saavn is available in Gujarati, Hindi, year, an increase of 55 per cent from 72 million Marathi, Tamil and Telugu and last year, it added page views in IPL 4. Indiatimes claims that the an English language version of the service. page views from India stood at 80 million, an 87 Bhat: creating value and engagement Speaking about other product per cent increase over 43 million page views in offerings, Bhat informs that IPL 4. Saavn, says that since the launch Impact’s units are nearly sold As part of the deal, YouTube will also have in December 2012, the agency and Saavn claims out on a monthly basis. “In exclusive live-streaming rights for desktop web brand community has accepted to have more addition, we just released our paid viewing (with a five minute delay in India) and the Impact model because of its subscription product that allows non-exclusive rights for mobile viewing through many benefits as compared to than 10.5 mil- for offline play and higher quality the 2013 and 2014 tournaments. the traditional display models, as audio files. While our paid product “We have seen over 50 per cent growth in well as other forms of traditional lion unique also removes ads, many brands viewership year-on-year. We will also host a series advertising media, such as listeners in are interested in sponsoring paid of hangouts with top cricket stars and cricket television, radio and out of home. subscription for their users. We are experts through the tournament to add to the “Music has always been of India and figuring out how to entertain their experience,” says John Vamvakitis, director of tremendous interest to brands as a request,” he informs. „ sports content partnership, YouTube APAC. „ way to create positive associations overseas. [email protected] [email protected]

14 afaqs! Reporter, April 16-30, 2013 1(:6',*,7$/ MCCANN WORLDGROUP More Muscle McCann Worldgroup has acquired End To End Marketing Solutions to boost its database marketing capabilities, which will be retained as a separate entity. News Bureau

cCann Worldgroup (MWG) India has McCann Health, we are excited to now be able acquired Bengaluru-based direct and to access best practices and also best clients, both Mdatabase marketing firm End To End nationally and internationally.” Marketing Solutions. The acquisition will allow McCann Worldgroup is a part of the global MWG India to boost its database marketing capa- marketing company, Interpublic Group, compris- bilities and enhance its presence in the technology ing McCann Erickson (advertising), MRM (digital sector. Following the acquisition, End To End will marketing/relationship management), Momentum be retained as a separate entity and the company’s (event marketing/promotion), McCann Health top management will be retained as part of MWG (professional/DTC communications), CRAFT India. “End To End has (global adaptation and production), UM (media Terming this as a mid-size acquisition, Prasoon synergies with management), Weber Shandwick (public rela- Joshi, executive chairman and CEO, McCann MRM, McCann tions), and FutureBrand (consulting/design). Worldgroup India and president, South Asia says, Recently, IPG Mediabrands, the holding firm that both the companies will benefit from each Health and of the Interpublic Group, acquired Interactive other’s capabilities. “This acquisition is in line Momentum and Avenues, an Indian digital marketing agency doing with MWG India’s long term strategic vision of online media buying, planning, creative work, being a complete marketing solutions provider. shall enhance the search analytics and mobile marketing. End To End has synergies with MRM, McCann services offered Joshi informs that the company is actively look- Health and Momentum and shall enhance the by each” ing at acquisitions. “While IPG has been acquiring services offered by each,” Joshi adds. in the market, as MWG this is our first acquisition PRASOON JOSHI End To End Marketing Solutions has sev- after a long time. We will consider acquisitions eral Fortune 500 companies in its bouquet that where they either supplement our existing busi- includes Microsoft, Intel and Hewlett Packard. P N Shanavas, CEO and founder, End To nesses or allow us to foray into a diverse yet Its services span across direct marketing, targeted End Marketing Solutions, says, “To be part of a synergised space. Our acquisition strategy is to and niche marketing, lead generation, e-mail mar- global network like McCann Worldgroup is the acquire if the target allows new capabilities, inno- keting, telemarketing, demand generation events catalyst that End To End required. While there vation or allows entry into new markets and and channel marketing. Founded in 1997, the are the obvious synergies to be explored, and we geography, and addition of scale to our core opera- company has 200 employees and branch offices in shall strive to bring our best to enhance the com- tions,” Joshi states. „ Chennai, Mumbai and New Delhi. plementary nature with MRM, Momentum and [email protected]

MCVITIE’S DIGESTIVE Some of the popularFRQWLQXHGRQSDJH biscuits in the>> country are in the range of Rs 15-20 for a 200 gm pack. Wholesome Challenge Kapre argues, “Though we are in the premium range, we are afford- The digestive biscuit brand is recording cent per cent able as our target audience is SEC growth year on year. Here’s how. By Devesh Gupta A and A+ categories. Biscuits are an important part of a family’s monthly basket. But, at the end, it will be a cVitie’s Digestive, a bis- with Britannia, an established play- matter of making healthier choices.” cuit brand from United er in the biscuit industry with its Another challenge for the brand MBiscuits, recently digestive biscuit range comprising ate awareness in the market. In the is that, in India, biscuits are associat- launched a television campaign, fea- Britannia NutriChoice Digestive last three years, we have launched ed with a sweet taste. Kapre defends, turing actor Bipasha Basu, where it and Britannia NutriChoice 5 Grain, four television campaigns, but our “We are targeting people, who are has positioned itself as a healthier offered at Rs 20 per 100 gm and latest ad campaign is extreme- looking for healthy options. And, option, as it contains whole wheat Rs 50 per 200 gm, respectively. ly targeted. We aim to propagate to satisfy the sweet palette urge, we instead of refined flour. Britannia enjoys considerable pop- our USP, that is rich presence of offer other range of biscuits.” Priced at Rs 45 per 250 gm pack, ularity among Indian whole wheat instead McVitie’s Digestive is using McVitie’s Digestive claims that it consumers; thus, the of wheatflour in the print, electronic media along with has more than 23 per cent whole challenge for McVitie’s biscuit, which is good several on ground activities to reach wheat, with high fibre. It is a rela- is to create space in the for health.” out to its target audience, and has tively new brand in the healthy and consumers’ minds for The other chal- doubled its marketing spends for nutritious biscuits category and was McVitie’s Digestive. lenge for McVitie’s 2013. Kapre claims that McVitie’s launched in India in 2010. United Jayant Kapre, presi- Digestive is pricing. Digestive as a brand has high ratio Biscuits offers nine variants under dent, United Biscuits, The biscuit lies in for trial to retention. Once people the McVitie’s umbrella including says, “We are using the the premium range try out the product, there is a certain oats, cookies, fruit based cookies, advertising route to segment and a large stickiness to the biscuit that helps bourbon, marie and cream biscuits. promote the popularity portion of people may the brand to retain its customers. „ McVitie’s Digestive competes of our product and cre- Jayant Kapre not be able to afford it. [email protected]

afaqs! Reporter, April 16-30, 2013 15 35(6(176 &$03$,*175$,/ New campaigns across television, print, out-of-home and digital media. TELEVISION

FIONA DIGITAL RO ECONOMIC TIMES MIRINDA The water purifier brand has roped in Sridevi, who reenacts The business newspaper’s campaign against half The softdrink ad takes ‘Pagalpanti’ to another level. Asin, her housewife role in English Vinglish. The ad draws knowledge in the corporate sector draws attention to the brand’s ambassador, talks about how Mirinda prompts attention to the digital RO technology along with detachable people who try to give advice or ride on expert opinion. people to carry out harmless gags with the catch line - stainless steel tank. Agency: Lowe Lintas & Partners Mirinda andar jaati hai aur pagalpanti bahar aati hai. Creative Team: R Balki, Arun Iyer, Ameya Kovale, Agency: BBDO India Rajesh Doraiswamy, Vitthal Kusumkar, Shalini Avadhani Creative team: Josy Paul, Rajdeepak Das, Sandipan Agency: Creative INC and Hardi Pithva Bhattacharya, Hemant Shringy, Namrata Patnaik Creative Director: Charu Nathan Production: Crazy Few Films Production House: Flying Saucer Production: Mad Films Director: Anupam Mishra Director: Pushpendra Misra Director: Abraham Cherian PRINT GLAXO- ITC HYUNDAI SMITHKLINE SHERATON MOTOR GlaxoSmithKline NEW DELHI COMPANY promotes Horlicks ITC Sheraton hotel in Hyundai Nutribic with a New Delhi celebrated launched a print pictoral message Tamil New Year with ad campaign that highlights a traditional lunch called Reflection maintaining good showcasing best of highlighting the health at work. The Tamil cuisine hosted features of the i20 ad shows all kinds in their hotel. To on the surface and of documents in the promote this and the car shown as a shape of a biscuit ensure maximum reflection of those implying that work footfalls, the hotel features. The ad will never end and chain did a print also highlighted other aspects such as exchange offers hence Nutrition@ advertisement and online links of Hyundai. work is necessary. across leading newspapers in Delhi named as Chithirai at Dakshin. Chithirai Thiruvizha is a festival celebrated during the Tamil month of Chithirai. Creative Agency: Aspiration Advertising, Creative Agency: JWT, India Bangalore, India Creative Agency: Innocean Worldwide, India OOH DIGITAL

MYNTRA.COM STAR WARS KWALITY WALL’S FRUTTARE The online portal came up with an OOH campaign in more Movies Now, the english movies channel, initiated an OOH HUL launched a digital video to promote Kwality than 30 sites across Bangalore and Delhi. The innovation campaign across different parts of the country to promote Wall’s Fruttare. The video highlighted an interview of consisted of the image of the portal hung up in large Star Wars. It uses innovative billboards with the movie’s a strawberry which turned out to be a group of mixed formats giving out info about the number of brands, character put on it. The channel covered metro stations, berries showing how they can refresh people in the best products, discounts and payment options. bus shelters, arterial roads and other important junctions way. to gather eyeballs. Agency: Kinetic Agency: Posterscope Exposure: Bangalore and Delhi City: Metro Cities Agency: Lowe Lintas, India

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16 afaqs! Reporter, April 16-30, 2013 DOLLAR BIGBOSS Matching Steps Dollar Bigboss’ new TVC gives an insight into fitness through dance; taking this proposition forward, Dollar has launched an online dance competition. By Satrajit Sen

osiery major Dollar Industries has launched Ha digital campaign for its brand Dollar Bigboss, inviting people to dance to the tunes of its new television commercial (TVC) that was launched in March. Dollar Bigboss’ new TVC gives an insight into fitness through dance and taking this proposition forward, an online dance competition has been launched, offering participants a chance to win `1 lakh. The campaign, ‘Step se step mila, ek lakh jeet ke dikha’, invites people to register at Bigbosskesaath.com and download the TVC music track. They can then create an original dance video and upload it on the out with a TVC, where Akshay is making it participatory, our agency seen dancing with Prabhu Deva Lowe Lintas came out with the and even outperforming him. To idea of launching a digital dance The campaign has take this idea to the masses and competition,” he adds. The competition went live on received more than March 25 and has so far received 1,000 video uploads more than 1,000 video uploads. The competition will be live till so far. April 15. The company also plans to promote the competition on radio, Facebook page of Dollar Industries YouTube, Google Display Ads and (facebook.com/dollarinternational). Facebook. The best performance judged by The company is inviting mentors the jury will get the prize money; from various dance academies in also, the video will stand a chance Kolkata and Mumbai to judge the to be featured as Dollar’s next TVC. entries and select the winner. The Explaining the idea behind the shorlisted videos may also be used campaign, Bidyut Nath, head, in forthcoming TVCs of the brand. marketing communications, “The earlier TVCs Dollar Industries claims to have Dollar Industries, informs that always promoted action, a turnover of Rs 456 crore in 2011- the earlier television commercials 12, controlling around 15 per cent from Dollar always promoted but this time around we market share in the branded hosiery action, which is synonymous thought of promoting segment in India. The brand is also with its brand ambassador Akshay present in the UAE, West Asia, Kumar. “But this time around, fitness through dance.” Nepal and is exploring the African we thought of promoting fitness BIDYUT NATH market in Nigeria. „ through dance. Thus, we came [email protected]

Stories featured on this page highlight innovative marketing techniques using various media vehicles like print, digital and out-of-home. 352),/( ¦1(:6

JASPREET BINDRA I CEO I GETIT INFOSERVICES CREATIVELAND ASIA Destination Delhi The agency’s Delhi office has bagged the creative duties of HomeShop18. News Bureau

reativeland Asia has set up its New Delhi office and is in Cthe process of structuring its operations. Although the office has a few senior members, Creativeland Asia is on the lookout for people. Sajan Raj Kurup, founder and creative chairman, Creativeland Asia, says, “It is a great time for Digitally Inclined Creativeland Asia to partner with companies in Delhi and NCR region, FOTOCORP because of the faith and appreciation By Anindita Sarkar and that has made me respectful of entrepreneurs.” A year later, Bindra came back to the Tata Group, which had moved headquarters to Mumbai. “Since I he son of an IPS officer, Jaspreet Bindra chose the had gained some basic, but solid, learning about the customary engineering-management route. However, internet at that time, I was given the mandate to handle T his career has taken him through the most unexpected the marketing and sales of Tata Internet,” he says. places: from India’s largest business group to a top multinational During that time, Bindra also oversaw the expansion via an internet startup. His latest adventure is as CEO of of Tata’s internet business into Gujarat. He became a GETIT which he hopes to scale up by powering it digitally. part of the acquisition and the integration team when Straight out of business school (Indian Institute of the Group bought Hughes Telecom and renamed Foreign Trade, Delhi), Bindra joined the Tata Group it Tata Teleservices (Maharashtra). Bindra’s last job in 1994, through the Tata Administrative Services at the Tata Group was to head the postpaid mobile (TAS). This gave Bindra - one of the five selected business. “By that time, it had a pan India presence and out of 11,000 applicants that year - an opportunity to Tata Indicom had come up,” he says. become an employee of the group. Looking for fresh challenges, Bindra Kurup: in expansion mode “We were probably the smallest left in 2005 and joined Microsoft. His batch of TAS and it was not that high “I consider first assignment was to head its online we have garnered in the industry. paying a job. But it gave us a lot of and internet businesses - MSN and Delhi holds great potential for great variety and because of its selective Microsoft to Hotmail, along with a little bit of creative work.” nature, you always got a leg up over search and mobile ad networks - in Kurup says he plans to handle the rest,” he recalls. Bindra’s first stint be my best job India. In the two-and-a-half years that Delhi business in true Creativeland at the Tata group, in Bengaluru (1994- he was at the helm, Bindra claims Asia style - cautiously and selectively, 2000) - he would come back for a so far where I to have expanded it by about four- with brands that value and respect second stint later - gave him a hands- stayed on for five times. “I then took over a larger creativity. “We are in no hurry to on experience of the Titan brand and business (consumer and retail) within grow business at the expense of our then Tata Tea, before telecom. just over six Microsoft. It taught me just how culture,” he adds. “The Tata Group had got into a few brilliantly such companies could plan Creativeland Asia Delhi secured telecom projects and licences way back years.” and execute. I don’t think I did even 2 its first client in HomeShop18. The in 1996-97. I moved to Hyderabad to per cent of that in my other jobs,” he agency will handle the creative duties be part of Tata Teleservices, which was confesses. of the online shopping store. The at a start-up phase. I spent three years there in sales and Bindra’s portfolio in this purely B2C business creative mandate will entail integrat- marketing and as part of that job, was given my first included Xbox and gaming, software and hardware ed strategy for the brand, including business to start and run within the company - our retail. “It is what I consider my best job so far and I brand building across digital, print, own pay phone or PCO business. I was just 28 and stayed on for just over six years.” Yearning for some outdoor and television platforms. everyone who reported to me was older,” he grins. rest, he took a year-long sabbatical to cycle around Sundeep Malhotra, founder and By 2000, the internet business was catching on and Kerala and get intensely involved in, and leverage, the CEO, HomeShop18, says, “We like he started getting restless. “I actually ran away from the tech startup ecosystem in India. the work done by Creativeland Asia Tata Group and became a part of a start-up team as the Post the sabbatical, Bindra took over as CEO of and its approach to brand building. COO of a company called Baazee.com, which later GETIT. He is clear about the journey that Getit And, we found synergy in our mutu- became eBay India,” he reminisces. “The experience needs to craft for itself. “The business that GETIT al thinking. We have in Creativeland was completely different. While the Tata was a large, is getting into is to digitally empower small and Asia brand partners, who would be conservative business, Baazee was the other extreme. medium enterprises and help them get discovered by able to help take our brand develop- Our office was a cyber café for the first month,” he says. customers,” he declares. „ ment plans forward.” „ “Baazee gave me my first entrepreneurial experience [email protected] [email protected]

18 afaqs! Reporter, April 16-30, 2013 1(:60(',$ CARTOON NETWORK Superchild Cartoon Network, in partnership with Toonz and Film Kraft, brings four 65-minute movies around the superhero, featuring Krrish as an 11-year old kid. News Bureau

he past few years have witnessed the advent his supernatural powers. The movies will feature of locally produced animated content on Krrish’s father, Krrish’s grandmother and the TIndian television, especially kids’ channels. alien, Jaadu, along with other friends around him. While most local characters, till now, were drawn The first movie is set to be aired on July, 14. from Indian mythology, the classic Indian super- Toonz Animation will produce the movies for hero, Shaktimaan, was recently seen in an animated the channel. P Jayakumar, CEO, Toonz Animation version on Nick, the kids channel offering from India, mentions that close to 10 per cent of the Viacom18. Taking this attempt forward, Turner company’s total output is for the Indian broadcast- International has made an effort, for the first time, ers (local productions). to create an animated series around a Bollywood “Though the size of the industry currently superhero. stands at about a billion dollars, the Indian anima- Turner International India has tied up with tion industry is growing at a fast pace. As for Krrish, the character’s popularity has made it a brand. We are ready to exploit it in the upcoming animated series, targeting the 8-12 year olds.” When asked about the prospective streams for monetisation of Krrish, Siddharth Jain, managing director, South Asia, Turner International India, says that video-on-demand is not a part of the plan anytime soon. “VOD isn’t a great model Interestingly, a in the Indian scenario. In addition to the obvi- sequel to Krrish (Koi ous sponsors and advertising deals for the on-air Mil Gaya was a pre- content, we will exploit the existing merchandis- quel to Krrish) is slated ing network of Turner. Games are being planned to be released during around the series, too.” Diwali. This effort is Although the kids’ genre has lower ad-slot seen by many as anoth- rates, it must be noted that Turner enjoys an upper (L-R) Rakesh Roshan, P Jayakumar and Siddharth Jain er Bollywood movie’s hand in the advertising rates in the genre. attempt to create buzz Jain explains that the major reason for choos- Toonz Animation to produce animated movies on television. ing Krrish is that it is fairly recent. The animated based around the movie character, Krrish, which Recently, Ek Thi Daayan, a movie from Balaji character will look like Hrithik Roshan, who plays will be released on Cartoon Network as four Productions, launched a TV series right before the Krrish in the movie. “Tastes keep changing and 65-minute films. The character is owned by the movie’s release. the current generation knows Krrish and identifies creators of the movie, Film Kraft Productions, and The movies on Cartoon Network will feature with him,” he adds. When asked about Shahrukh is being licensed to the broadcaster for a period of Krrish as an 11-year old boy (to make him more Khan’s Ra.One, he says, “May be next time!” „ five years. relatable to children), who can help people with [email protected]

HT MEDIA AND APOLLO GROUP and technology from Apollo Global relevant content, with the option to provide an innovative learning of functional and sectoral specialisa- environment and management pro- tion. The content and curriculum grammes for working adults, to offered at the college will be co- New Partnership boost their careers. The courses are created by industry professionals, targeted at traditional students and along with dedicated academia to The JV between HT Media and Apollo Global Inc. working adults. address the needs of the industry, The courses offered in the based on inputs from leading organi- (US) will launch its flagship business school, Bridge B-school will be of 11 months dura- sations and industry stalwarts. The School of Management. News Bureau tion and will focus on industry programmes will incorporate latest industry trends, best practices and will try and fill in the skill gaps in the T Media Group has entered rently at a concept stage. current workforce. into the education sector Bridge School of Management The programmes will focus on Hin partnership with Apollo will aim to provide training for India’s practical learning via live projects Global Inc., the largest for-profit growing service and manufacturing and case studies, simulations on real college in the US, with the launch of industry, for the 21st century global life corporate situations and guest a business school that targets the cor- workplace. The business school will lectures by experienced senior indus- porate sector. The two have formed leverage the experience, expertise try leaders, to enhance the applied an equal partnership joint venture skills of employees. Bridge School of (JV) titled India Education Services. Management will also offer online The JV’s flagship institution is called The B-school will leverage the experience courses. „ Bridge School of Management, cur- and expertise from Apollo Global. [email protected]

afaqs! Reporter, April 16-30, 2013 19 1(:622+ IDEA Get Up, Stand Up Idea’s social campaign, in association with Delhi Daredevils, aims to identify and reward people for exemplary work in fighting social evils. By Devesh Gupta

lways known for its different approachpproach digital front, the users towards advertising, telecom giant IdeaIdea has can log on to Idea’s Aentered the IPL with a bang by launchingunching Facebook page and a social campaign titled ‘Are you a Daredevil’,evil’, in write in their stories association with Delhi Daredevils, one of thehe nine at www.facebook. IPL teams. com/idea. ‘Are you a Daredevil’ aims to identifyify anandd Billboards across reward people who have stood up and gatheredathered locations and BTL the courage to fight against social evils. It invites activities are planned people to share their stories by calling on the toll to create buzz around free numbers or by using the online medium.um. the initiative. On the The top 11 case studies will be selectedted and radio platform, radio finally one of them will be chosen as thehe best SashiSashi ShankarS jockeys on Fever daredevil story. The winners will be felicitatedtated in FFM,M, RadioR Mirchi and Big FM are announcing a ceremony, which will be attended by thee entire ththee contestco to spread awareness. A tie up with Delhi Daredevils team, members from Ideadea and HHindustanindu Times Youth Nexus is being executed GMR group. Idea is the official sponsor of the ttoo buildbuil conversations around the campaign. Delhi Daredevil team. The title of the campaign,mpaign, ThThee online medium is being leveraged through thus, gives both brands the perfect leveragerage to hheavyeavy promotions on several websites such as create the necessary buzz around IPL. www.www.cricinfo.com,c www.fridaymovies.com and Sashi Shankar, chief marketing officer, IdeaIdea others.others Cellular, says, “I am sure in many of our IdeaId has also launched a range of products consumers, there is a daredevil characterter andan other offerings centred around IPL for its which they have played at some point off customersc in Delhi and Haryana circles. This their lives. This is a platform to share includesi recharge packs with cricket alerts, their daredevil moment with us. We want T-20T games and wrapper games. to celebrate with them and award these Idea has sponsored the Delhi Daredevils people for their effort to tread the road teamtea for the past four years. It sponsored less travelled.” MumbaiMumb Indians in the first season of IPL and The campaign will be spread across Delhi,hi, UP DeccanDecca Chargers in the second season. Shankar West, Madhya Pradesh, Chhattisgarh and HHaryanaaryana addsadds thatth in the last two seasons of IPL, between circles, as the matches of Delhi Daredevils wwillill be thethe monthsm of March and May, there was a played in these regions. Launched on Aprilril 4, it significantsignifi increase of connect with the people. will continue till mid-May and will be spread ThoughTh the marketing spends around the across all media except television. campaigncamp could not be ascertained, it is learnt to IVRS portals have been set up for allall the be lowerlow than what the brand spent in 2012. four regions for non-Idea consumers, where DelhiDe Daredevils is owned by the GMR they can share their daredevil stories. People Group. The team includes names such as Mahela can call at 9540121121 (Delhi), 8222802121 Idea has also launched Jayawardene, Virender Sehwag, Irfan Pathan and (Haryana), 9826002121 (MP and Chhattisgarh) products and offerings Naman Ojha, who will be seen promoting the and 8958855555 (UP West) to share their stories, campaign across media platforms. „ while Idea users can call up 121 directly. On the centred around IPL. [email protected] 1(:622+ BIG RTL THRILL Fear in the Open Hindi GEC Big RTL Thrill has launched an outdoor campaign in Delhi and Mumbai to promote its prime show, Fear Factor - Darr Se Takkar. By Devesh Gupta

eliance Broadcast Network’s Big RTL This includes tie ups with Thrill has launched an outdoor campaign Cinemax, PVR Inox, SRS, Rin New Delhi and Mumbai to promote its Fame, Big Cinemas and show, Fear Factor - Darr Se Takkar. The campaign, several local cinemas in with the catch line Darr Se Panga, Mere Saath, both Mumbai and Delhi. targets males in the age group of 15-44 years. Kumaran adds that The reality show is hosted by Arhaan Behll and at this point of time the is gaining popularity among male audiences. communication will only As part of the campaign, cut outs of moving focus to promote Fear snakes have been hung from cantilevers at various junctions, and snake pits have been created at key bus shelters with battery operated snakes moving inside a glass enclosure. The innovations are placed at heavy footfall areas such as railway stations, arterial roads, bus shelters and cinema houses. The campaign will continue for two-three weeks. The creatives for the campaign are designed by the in house team at Big RTL Thrill, while the on Factor. The show averages at 0.5 TVR (15-44 ground activation is handled by MOMS. male, UP). Sunil Kumaran, business head, regional TV, Big RTL Thrill is an action entertainment Reliance Broadcast Network, says, “Fear Factor is channel, offered by the joint venture between our biggest property and actually drives imagery Reliance Broadcast Network and RTL Group, an of the channel. Through this campaign, we aim European entertainment network. to showcase what the show as well as the channel The channel carries the tagline, ‘Action ka Baap’. promises.” It was present only in the UP circle, where it was The channel plans to spend about ` 3 crore launched in November, 2012. Big RTL Thrill was on the campaign. It has employed more than launched in Delhi and Mumbai circles, less than a 300 touch points in Delhi and Mumbai, and month ago. will leverage the support of television, using the It is available across the platforms of Reliance other channels of RBNL such as Big CBS and Digital TV, Digicable, Siti Cable, Incable, Prime. Fear Factor is the biggest Hathway Digital, 7 Star Cable, JPR, Satellite, Star It has also tied up with more than 100 cinemas Broadband and others. „ across Delhi and Mumbai for onscreen branding. show on Big RTL Thrill. [email protected]

to surrender all the 319 Bus Queue they had “doled out state largesse JC DECAUX Shelters (BQS) and the 100 BQS for extraneous considerations and sites within six weeks from the awarded a lucrative contract to date of the order. The ruling was respondent No.3 (JC Decaux) - a Quashed in response to a suit filed by Times private entity, on nomination basis, Innovative Media Ltd, part of The without floating a public tender or Times of India Group. even a limited tender.” It argued The High Court of Delhi has directed JC Decaux to The court has also directed that that contracts can be awarded on a surrender all the bus shelters in the capital that it these bus shelters shall be maintained nomination basis only under excep- by DTIDC and in case it decides to tional circumstances such as natural won just nine months ago. News Bureau award a fresh contract, it shall do so calamities and emergencies, or where through a transparent mechanism, no bids are received despite repeated he High Court of Delhi has open to all eligible bidders who meet tenders. This was not the case, the recently quashed the deci- the clearly laid down criteria and petitioner argued. Tsion of the Delhi Transport specifications. JC Decaux’s counsel said that it Infrastructure Development The court was harsh in its judge- had entered into the contract based Corporation Ltd (DTIDC) and the ment, describing the awarding of the on the representation and warranties Government of National Capital contract to JC Decaux as “arbitrary, given by DTIDC. As a consequence, Territory of Delhi to award the con- discriminatory and illegal. The same it claimed that it had already invested tract for several hundred bus shelters is in breach of all tenets of fair play about ` 11.8 crore and the expenses (for operations, maintenance and and transparency”. The Court also were mounting daily. However, the marketing of the ad space) to JC mentioned that it had taken note of court was unmoved noting that only Decaux. This was a 20-year contract “serious procedural improprieties” nine months of the of the 20-year extendable by five years. in the matter. period had been completed. „ The court has directed JC Decaux The Times’ counsel said that [email protected]

afaqs! Reporter, April 16-30, 2013 21

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ast year, a handful of fiction dailies, protagonists, as one of the big tricks to gain completed a staggering 1,000 episodes. audience attention (Week 11, 2010). The issues Names like Uttaran (1,000 episodes in and arguments that separated the couple were November 2012) and Balika Vadhu (1,000 built up in about three months. When the two Lepisodes in May 2012) on Colors, Yeh Rishta Kya finally resolved their issues and came together, the Kehlata Hai (1,000 episodes in October, 2012) on episode had garnered 7 TVRs. Star Plus and Taarak Mehta Ka Ooltah Chashmah (1,000 episodes in October 2012) on Sab TV, DELAYED GRATIFICATION will ring a bell even if you are not a regular serial arriages on TV involve the highest budgets watcher. Pavitra Rishta on Zee is the latest one that M(costumes, set, people) and are used to went past the 1,000 mark in March 2013. build traction to ensure stickiness and, eventually, For many others, the journey ended anywhere a spike in the ratings. “Audiences like to see between the 7th and the 33rd week - which could richness, grandeur and many people in marriages, mean episodes that range from 35 (if telecast five probably because these are the kind of marriages “Since audiences are convinced days a week) to 165. Teri Meri Love Stories on Star that they aspire for but cannot afford. Those who Plus stayed for 7 weeks, Shubh Vivaah on Sony for can afford it, copy it. Wedding planners get ideas that the couple will be together 16 weeks, Chaal, Sheh aur Maat for 18 weeks and from it. A marriage can push up even the weakest at the end anyway, they look Kairi - Rishta Khatta Meetha for 33, both on Colors. show, while shows that perform well, come out forward to the separation and The difference in the striking gap in longevity with very high TRPs,” says Sandiip Sikcand, actor, can be explained by a simple fact - smart survival writer and creative director. Some of the shows enjoy the dose.” strategies. Since not everyone has the canny ability that he has worked on include Kahaani Ghar Ghar RAJAN SHAHI to prolong the life of a show to phenomenal Kii, Kkusum and Kasamh Se. heights, what are those tricky components that not In an ideal Indian family, consummation is just keep a show alive but also keep the audience something that should follow marriage. But since universal anticipation that the ‘move’ could crown hooked? an early consummation would also mean that the Bade Achche Lagte Hai as the No 1 property in the love story has reached a happy ending, why not Hindi GEC space for the given week. CONFLICT AND SEPARATION delay it and prolong the pleasure of the audience? Contrary to all expectations, the move bombed. tories of conflict are somehow supposed to be The ploy generates love, longing and lust between Despite an almost 20-minute love-making sequence Sthe best kind of amusement to satisfy an average the lovers and, therefore, amongst the audience. A between Ram Kapoor and Sakshi Tanwar, the Indian family’s quintessential existence. Conflicts show failed to make it to the top 10 programmes generate discussions. In a show, the conflict could for the week ended March 17. Instead, it attracted be between couples, siblings, parents and children, a lot of filth on the social networking circuit. in-laws, neighbours and best friends or rift-loving Unfortunately, Kapoor and Tanwar had acquired relatives. the status of the ‘cute’ aunty-uncle on TV and to Much of the revenue (65-70 per cent) generated watch this adorable middle-aged couple getting in the Hindi GEC space comes from advertising steamy on national television was probably a bit household products to the audience. To keep too much for the audience to take. that coming in, GECs work that much harder The consummation card, if played well, could to create stories and sub-plots that will hold. push TRPs to stratospheric levels. Quite a few While kitchen politics is the most common design writers believe that consummation as a trick used to inject a dose of clash within the story works even better when one of the two is not (primarily because the genre is mostly watched in love with the other. “Audiences like to see by women, who control the remote in a single- couples wherein one does not wish to get into a TV household during primetime), disagreements physical relationship if the other in the party is between couples are a popular choice, followed by “A marriage can push up not romantically attracted. That keeps the story stories of separation and getting together. even the weakest show, floating for a long, long time until love finally Top TRP generators like Bade Achche Lagte Hai happens, followed by delayed consummation,” (on Sony), Pavitra Rishta, Yeh Rishta Kya Kehlata while shows that perform says Sukesh Motwani, the former fiction head for Hai or Balika Vadhu lean heavily on the conflicts well, come out with Zee TV who now works as a consultant. between the ‘so much in love’ couples. very high TRPs.” Like the ‘lost-and-found’ formula of the Hindi CRAFTING INTRIGUE cinema industry of yore, conflict and separation SANDIIP SIKCAND he strategy of creating curiosity and deception is the most tried and tested formula on TV soaps Tfor the audience (within the current storyline) today. “Since audiences are convinced that the pays off in the long run. It could germinate in any couple will be together at the end anyway, they common joke that the industry gets to crack when form with the most common ones lying within the look forward to the separation and enjoy the discussing scripting tricks is this: “Consummation outline of a thriller, a misunderstanding, a blast dose,” says Rajan Shahi, founder, Director’s Cut will get you the requisite TRPs but a delayed from the past, a secret of a family member (works Productions. Some of the shows produced under consummation will make you the tallest in the even better if he or she is ‘holier than thou’), the banner include Sapna Babul Ka... Bidaai (Star hierarchy.” the return of the dead, plastic surgery, entry Plus), Yeh Rishta Kya Kehlata Hai (Star Plus), Amrit However, this may backfire too. Remember of a lookalike and/or the other woman and the Manthan (Life OK), Kuch Toh Log Kahenge (Sony) Ekta Kapoor’s decision to introduce a touch of existence of an illegitimate child. These gimmicks and Havan (Colors). ‘Dirty Picture’ sensuality on Sony’s Bade Achche were used time and again by Kapoor of Balaji Observe this. Star Plus’ top rated show, Yeh Lagte Hai to generate fresh audiences for the show? Films for shows such as Kyunki Saas Bhi Kabhi Rishta Kya Kehlata Hai, used conflict between The consistent ‘sensuous’ promos of the March Bahu Thi, Kahaani Ghar Ghar Kii, Kasautii Zindagii the married couple Akshara and Naitik, the lead 2012 episode on Sony (for a week or more) led to Kay and Kkusum. Interestingly, one of the most successful creative strategies used well by many long running shows Taking a leap reinvents the show and works almost including Saath Phere (2005-2009), Sapna Babul Ka... Bidaai (2007-2010) and Ghar Ki Lakshmi always, provided it is a good plot and has been seeded Betiyaan (2006-2009), is ‘the mystery behind that door’. Ghar Ki Lakshmi - Betiyaan, for example, into the show organically, in the first generation story. showcased a 10-day-10-night track around January

afaqs! Reporter, April 16-30, 2013 25 &29(56725<

2008, wherein Bhavishya’s (the protagonist) wife an episode, sudden poverty and sickness and/or kept hearing voices behind the door only to realise merging two or three shows of the channel into later that her husband is psychotic and would talk one to create a ‘Mahasangam’ episode are a few to the dead body of his ex-girlfriend. other tricks that channels and show producers use to design short plots and high points. THE MAHA-EPISODE “Item numbers, song and dance sequence or he little twists introduced in regular doses getting film actors on a show can lead to sampling Tlead to high points, which in turn give birth and audience stickiness, but only for a very short to maha-episodes. Usually hour-long sessions, period. They will return only if the content is maha-episodes attract special attention from both good. Mahasangam, on the other hand, is used the audience and the channel, which comes up to pull in the loyal set of viewers of an already with specific marketing and promo plans. established show to sample a new show or a show The strategy for introducing maha-episodes is which has not been performing very well,” says simple: pull in the most loyal audience set for a Sneha Rajani, senior associate vice-president and “Every show’s success is show even on a weekend, which otherwise stays business head, Sony Entertainment. finally measured by the TRP it low on ratings. “Shows such as Balika Vadhu, Uttaran, Bade WHY CHANGE TRACK? generates. However changing Achche Lagte Hai or even a Mahadev run on a fifth or hen a soap runs for long, it is chiefly the track of a story is always a a tenth of the budget of a big fat reality show. Yet Wbecause people have fallen in love with they perform in the range of 3-6 TRPs, compared the characters of that show. Sure, the show double-edged sword.” to the reality show numbers (about 2-3 TRPs). starts off with a certain premise but the storyline SONALI JAFFAR Therefore, it makes sense to bring in that loyal set quickly takes it to a place where it departs of people on a weekend through a maha-episode from that premise significantly. And because it is not possible to predict, say 1,000 episodes, could be dacoits, murders, closet mistresses and in the single concept that started the show, it illegitimate children to create a lot of credible is the characters that bring in the continuity. twists within the shows. Consequently, it becomes the journey of that However, the use of similar plots in shows like character through a variety of situations that lead Pavitra Rishta or Uttaran could make the shows lose to interesting storylines. it all. Since such shows are so dependent on love The audience comprises two kinds of viewers stories, the pain of that story is what would keep it - the ones who are still watching and the lapsed afloat for a long time. Shows also need to develop viewers, who have dropped out. One of the the role of the supporting characters and not just objectives of bringing in such twists is to bring the protagonist to extend its life. back those lapsed viewers. Says Prem Kamath, head, channel V & STAR SELLING THE STORY Pravah, “They know the character, they know the he cost of producing an average episode of storyline but somewhere they stopped watching Tfiction in Hindi is approximately `7 lakh. In a it. With a twist, there is a good possibility that the maha-episode, the costs would double. “Audiences like to see couples audiences who were watching the show will come A twist in the tale may not always incur wherein one does not wish to get back.” additional investments, but if the change in the track means new sets with new faces, the initial into a physical relationship NEVER-ENDING STORIES expense of that transition could go up to as much if the other is not an a show keep churning out plots? It can, as `1 crore. Therefore, the twist had better get in romantically attracted.” Cif the plot fits into the DNA of the show. additional eyeballs and for that, the channel needs Take Agle Janam Mohe Bitiya Hi Kijo (2009-2011) to create awareness through extended marketing SUKESH MOTWANI on Zee TV or Na Aana Is Des Laado (2009- and promotions. Word of mouth too plays a very 2012) on Colors. These shows allowed larger- significant role. than-life storytelling because of the worlds they “The success of every show is finally measured that intends to reveal the intrigue or suspense represented. In the dramatic feudal set up, there by the TRP that it generates and changing the track which kept the viewers hooked on to that show for of a story is always a double-edged sword,” says so long,” says a top channel executive. Sonali Jaffar, story and screenplay writer. Some of the shows for which she has written are Kya Huaa TAKING THE LEAP Tera Vaada (Sony), Agle Janam Mohe Bitiya Hi Kijo his strategy involves introducing new (Zee TV), Navya (Star Plus), Ek Hazaaron Mein Tthoughts, characters and tracks to the show. Meri Behna Hai (Star Plus) and Sasural Simar Ka It brings in new dynamics wherein the same (Colors). story can be retold in a completely new fashion. However, while a few may agree that taking a leap WHAT NEXT? is almost like making a new show, most feel that a ere are some sub-plots we dreamed up. How leap takes a show back to its basics. Habout a handsome husband turning out to be Taking a leap reinvents the show and works an alien, the illegitimate child of an inter-species almost always, provided it is a good plot and has consummation? What if the young, sexy vamp been seeded into the show organically in the first proves to be 180 years old and needs to drink generation story. “It is important to stick to what “Item numbers, song and dance blood to stay young? The docile housewife of the origin of the show was. Leaps flop when a lot the show is actually a sexy, smart spy who knows of shows try to create a new show,” Sikcand says. sequence or getting film actors kung fu? on a show can lead to sampling After all it’s all about ideas and imagination. AND THEN SOME MORE… Laugh at your own peril - if the writer and the tem numbers (Kashmira Shah performing on and audience stickiness, but only channel have their vision right, the plot could IAmrit Manthan to celebrate Agam’s bachelor’s for a very short period.” add 1,000 more lives to an already powerful party in May 2012), a special song and dance SNEHA RAJANI show. „ sequence, getting film actors on the show for [email protected]

26 afaqs! Reporter, April 16-30, 2013

PRESENTS

Skechers - Now In India The annual Creative ABBY Awards held in Goa saw eminent industry leaders sharing their views and experiences and some fantastic work being rewarded. Here’s a lowdown. Leo Burnett and NAME OF THE AGENCY GRAND PRIX GOLD SILVER BRONZE McCann Worldgroup 1 7 15 33 McCann’s Golden Grey Worldwide India 1 - 7 6 Interface Business Solution 1 - - 1 Touch Leo Burnett - 7 34 28 JWT India - 5 17 26 McCann also won a Print Grand Prix, XOX Design (A Division of the Flagship Advertising) - 3 2 - Contract Advertising India - 2 2 4 while Grey got an Integrated Grand Hungama Digital Services - 2 2 4 Prix. By Ashwini Gangal ideas@work advertising - 1 14 14 Scarecrow Communications - 1 8 4 Taproot India - 1 4 13 t the Goafest this year, there are three Grand Prix award DDB Mudra Group - 1 5 10 Awinners. The agencies that took away this coveted award include Grey Worldwide India, Interface Business Lingo India - 1 3 5 Solutions and McCann Worldgroup. Publicis Communications - 1 3 8 Grey Worldwide won a Grand Prix for its ‘Water Savers’ Dentsu India Group - 1 2 1 campaign for a brand that has fetched the agency many Ramesh Deo Production - 1 2 1 award nominations in the past -- Killer Jeans. The work was Bang Bang Films - 1 1 - entered in the Integrated category (sub-category: Clothing, BC WebWise - 1 1 2 innerwear, footwear and accessories). Thmbstrk - a division of Indigo Systems & - 1 - 2 Interface Business Solutions won a Grand Prix for its web Technology Consulting banner for Tata Docomo. The campaign was promoted as Creativeland Asia - - 3 4 the world’s first CRM-powered personalised web banner. Code Red Films - 1 - - This winning campaign was entered in the Digital category. Footcandles Film - 1 - - Finally, McCann Worldgroup won its Grand Prix in the Jamic Films - 1 - - Print category for the brand Active Total Security Systems (for its ‘Villa’, ‘Bank’ and ‘Highrise’ ads). Webchutney Studio - - 3 2 Leo Burnett and McCann won the highest number of BBDO Proximity - 2 2 8 gold awards (seven each), followed by JWT India (five). Burnett’s metals were pulled in by its work for Heinz (Print Craft), Sony Entertainment Television (KBC Integrated campaign and Gripone Tubeless Tyre (Radio). and Girl Child Film campaign), Indian Red Cross Society (Outdoor), KBC Other agencies that struck gold this year include Bang Bang Films, BBDO Anthem (Radio and Radio Craft) and Coke Studio (Design). Proximity, BC WebWise, Code Red Films, Contract Advertising India, DDB McCann won gold metals for its work for Videocon (Print Craft), Stayfree Mudra Group, Dentsu India Group, Footcandles Film, Hungama Digital (Integrated), Chlormint (Film), Young Presidents’ Organisation (Design), Services, ideas@work, Jamic Films, Publicis Communications, Ramesh Deo Dish TV (Design - Posters and Craft in Design) and Big CBS Spark (Direct). Production, Scarecrow Communications, Taproot India and Thmbstrk, a JWT India’s gold metals came from its work on Birla Sunlife Insurance division of Indigo Systems & Technology Consulting and XOX Design, a (Integrated as well as Branded Content), Helix (Film), Khaitan (Ambient) division of The Flagship Advertising. „ *2$)(67

Mindshare Stays Top of Mind While the jury didn’t find any campaign worth the Grand Prix, Mindshare topped the list with 10 metals, followed by Maxus with six. By Raushni Bhagia

t the Media Abby Awards announced on the second night of Goafest, a single award was announced - a gold grabbed by Milestone Brandcomm for AMindshare topped the list of award winners, taking away 10 metals. In McDonald’s Spicefest campaign. all, 16 agencies grabbed 46 awards at the ceremony. In the Best Use of Special Events and Stunts/Live Advertising category, Mindshare bagged three golds, six silvers and one bronze. Maxus followed two silver metals and one bronze metal were awarded. In the Best Use of with six metals, including, one silver and five bronzes. At No. 3, Lodestar Radio category, Maxus won a silver, while SMG and Vizeum won a bronze UM and Madison Media-Pinnacle grabbed five Media Abbys. Lodestar won each. two silver metals and three bronzes, while Pinnacle grabbed one silver and Mindshare’s second gold came in the Best Use of Branded Content four bronze metals. category for its work for Axe Deodorant. BBDO Proximity also picked a Starcom MediaVest Group stood fourth with four metals; one gold and silver in the category for Gillette. In Digital, in the SEO/SEM sub-category, silver each, and two bronzes. At No. 5, Interface Business Solutions grabbed Interactive Avenues opened with two awards - one silver and a bronze (ebay one gold and two bronze metals. BBDO Proximity India, Omnicom Media India and BookMy Show), while Interface Business Solutions won two group and Interactive Avenues won two awards each, while the agencies bronzes and Maxus won one. that won single metals were DDB Mudra Group, Ignitee Digital Services, In the Best Use of Social Media sub-category, Ignitee Digital Services and McCann Worldgroup, Mediacom Communications, Milestone Brandcomm Maxus picked a bronze each. SMG and Interface Business Services grabbed a and Mindshare Sri Lanka. gold each in the Best Use of Digital Display Advertising category. SMG won In the Best Use of TV category, Mindshare bagged a silver for Surf Excel’s the metal for Samsung India; while Interface picked it for its work for Tata ‘Nanhe Bacche bane Nanhe Farishtey’ campaign. Lodestar UM and Maxus Docomo. Maxus won a bronze in the category for Royal Stag. won a silver each for their campaigns for Tata Docomo (The Big Story) Mindshare’s Axe Deodorant campaign got the agency more metals; and Centerfruit (Centerfruit it won one silver each in Khaoge To Laplapaate Reh the Best Use of Digital as a Jaoge), respectively. Gold was MEDIA ABBY AWARDS 2013 Medium category and in the not awarded in this category. Best Digital Content Creation In the Best Use of Cinema AT GOAFEST Strategy category. category, Mindshare won a SUMMARY OF METALS TALLY In the Best Use of Mobile gold metal for Fair & Lovely Media category, Mediacomm NAME OF THE AGENCY GOLD SILVER BRONZE GRAND PRIX TOTAL Cream’s 30 seconder to 3 Communications won a Mindshare 36 1 - 10 hour campaign; and a silver silver for Pampers-Mobile 11 2 - for the Lifebuoy Handwash’s Starcom Mediavest Group 4 Dai campaign and McCann Chintoo campaign. Madison Interface Business Solutions 1- 2 - 3 Worldgroup grabbed a Media-Pinnacle won the Milestone Brandcom 1- - - 1 silver for Cheaters’ Cross- bronze for Bournville’s A Lodestar UM -2 3 - 5 connection campaign. Fine Dark Duet campaign. BBDO Proximity India -2 - - 2 Mindshare bagged its third Mindshare won a silver Maxus -1 5 - 6 gold for Kissan Ketchup in award for its Kissan Ketchup Madison Media -Pinnacle -1 4 - 5 the Best Use of Media Mix campaign in the Best Use of Interactive Avenues -1 1 - 2 category, while Lodestar UM Newspapers and Magazines McCann Worldgroup -1 - - 1 won a silver for Tata Docomo category, along with a bronze Mediacom Communications -1 - - 1 in the same category. for Lifebuoy Handwash. Omnicom Media Group -- 2 - 2 Lodestar Universal won Pinnacle bagged the bronze DDB Mudra Group -- 1 - 1 a silver in the Best Use of for Cadbury Oreo - Dear Ignitee Digital Services -- 1 - 1 Pro Bono Marketing category Dad campaign in the same Mindshare Sri Lanka -- 1 - 1 for Coca-Cola, while DDB category. Vizeum India -- 1 - 1 Mudra Max bagged a bronze In the Best Use of Outdoor for the Rotary Eye Bank Grand Total 6 16 24 0 46 and Ambient Media category, campaign. „ Time to Listen The Conclave at Goafest 2013 started with reactions from advertisers, who shared their experiences from agency interactions. By Raushni Bhagia

he call for the ‘Time to Listen’ Sodhi aggressively vouched for the An important aspect highlighted please ask for a full-page ad,” she Tsession started out with the importance of trust as an ingredient by Sodhi (and often missed by the exclaimed. address of Srinivasan Swamy, in the relationship. He said that as far agencies, he said) is that campaigns Bhattacharya started her session chairman, Goafest Advertising as the Amul ads are concerned, “We, are not created for client approvals. with a reference to Sodhi’s description Conclave. Arvind Sharma, president, the client, and our customers see the The campaigns are created for the of the client-agency relationship, AAAI then addressed the need of ads together once they are up on the customers, and agencies need to asserting that these days, even wives the theme (Time to Listen) and hoardings. But if things go wrong, understand the psyche of the TG are earning! She explained that at the explained that it was tough to ask we face the music together.” and work accordingly. big public sector firms, managing 10 the advertisers (client-side) to come He advocated that the ad agencies After Sodhi, Arundhati agencies’ panel while maintaining on this platform and explain what should be handed over the complete Bhattacharya, MD, SBI Capital consistency is all the more hectic. frustrates them about advertising. He thanked the speakers while introducing them. “Even I don’t like to watch ads on TV these days,” started R S Sodhi, MD, GCMMF (Amul). After a disclaimer to clarify that he wasn’t talking about any particular agency, he explained several problems faced by advertisers in their interactions with agencies. Sodhi charmed the audiences by picking out some very interesting and obvious ‘Don’ts’ for the agencies. The most interesting one that he L-R: Swamy, Sharma, Sodhi, Bhattacharya and Bandi. mentioned was that the agencies should always sell the ‘product’ and custody of the client’s budgets. “We Markets expressed her views on the She emphasised that the agencies not the ‘creator of the campaign’. He have clearly assigned 1 per cent (of the agency-client interaction as a public must explain the quantity of work stressed on the thought that awards annual turnover) as the advertising sector representative. She seconded which they can deliver while the were not required in the creative budget. It has, however, come down Sodhi and added that the thing that pitch is on, so that a correlation can industry, since the most talked about to 0.8 per cent in the last three years. bothers her most is the half page ads be drawn between the fee and the ads (by the consumers) are the best It’s for the agency to take care that on the front pages of newspapers as output. ones. the annual turnover goes up, if the they interfere with reading. “If you Suresh Bandi, deputy managing Comparing the agency-client budgets are to increase.” wish to put it on the front page, director, Panasonic India, stressed relationship with the institution of on the fact that value for money marriage, he said, “Since I (client) Arvind Sharma, president, AAAI addressed the need of the is what everyone is looking for, earn and the agency spends, I am including the advertisers. He stated the husband and the agency is the theme (Time to Listen) and explained that it was tough to that agencies can only grow if the wife. However, we have two wives clients stay longer with them and that - DaCunha Communications and ask the advertisers (client-side) to come on this platform and will happen only when the clients get Draftfcb Ulka,” he quipped. explain what frustrates them about advertising. value for money. „ *2$)(67

INTERVIEW PRASOON JOSHI Executive Chairman and CEO, McCann Worldgroup India and president, South Asia

What do you think made the Active Total the Stayfree campaign. It is one campaign which Security campaign click with the jury? has gone beyond brand promotion and branded The basic idea and craft. In this campaign the idea content. The concept of giving back to the society, is the craft and the craft is simply amazing. Raylin, making toilets in the rural and the semi-urban parts Anshumani and Harshik have done a fabulous job of the country is truly great and unconventional. and honestly they should be asked to answer this The other one is the Water Saver campaign, question. for all the unconventional reasons. It’s a campaign where the product innovation came from the If you had to improve the campaign, tell us agency, something we all look up to. A very any one thing you would like to change about different campaign indeed. it. We would work harder on the craft, even though What is your take on the other two Grand the campaign is beautifully crafted. This campaign Prix winners. is completely craft led and there is no end to craft. Like I said, the Water Saver campaign is very unconventional and different. The Tata Docomo Tell us any one campaign which you liked of campaign is very innovative. It’s ahead of another agency. convention. The digital medium is very modern My personal favourite campaign of the year is and the campaign is very innovative. „

AGENCY CREDITS

Chief Creative Officer: Prasoon Joshi. Executive Creative Directors: Raylin valles, Rahul Mathew, Akshay Kapnadak. Creative Director: Anshumani Khanna, Denzil Machado. Art Director: Harshik Suraiya Copywriter: Saurabh Dubey 3D Illustrator: Staudt Agnes Image Retouching: Bharat Lakhani Account Supervisor: Benny Jacob INTERVIEW MALVIKA MEHRA & AMIT AKALI green fold itself. For print, we invited suggestions National Creative Directors, Grey India from people and included it in the ads. Apart from that, the TVC and the Follow Me “Flying Fish” in malls, covered all the touch points in the What do you think made the Water Saver integrated category. campaign click with the jury? Amit: I think the campaign is an integrated If you had a chance to improve the campaign, campaign in the true sense. We had many different tell us any one thing you would like to change media put together and the campaign was more about it? of a solution rather than just an advertisement. A Amit: I think it was a sharp idea and things came jeans brand would always want to be perceived as together pretty well, so I would not want to change a fashion trend, but they all look the same. The anything. big question was how to make it look different. Malvika: I think, it was a good concept which That’s how the concept of the green fold came into came out pretty well, nothing as of now. existence. We had a very supportive client who went back to dyeing the jeans green from inside. The environment friendly people could show that who had complete trust in us. In a product they are doing something good. In fact, we also category like jeans, the big question was how do did a retail activity with the help of our client, the we showcase the concept of “water saving” on the flying fish, to catch attention of the people in malls product itself. It had to be different. So we made and guide them to the counter selling the green it physically different and identifiable. The green fold jeans. fold jeans became a reason for status updates and Malvika: First of all, we had a very brave client, tweets. The entire campaign revolves around the

Tell us any one campaign which you liked of another agency. Amit: In the Integrated Category, I really liked the KBC, and Girl Child Film Campaign. Malvika: Burnett’s KBC and Girl Child Film Campaign was a fine pice of work. It feels amazing to be winning in a category with such fine work. In print, the Jumjoji campaign by Ideas@work featured amazing craft and copy.

What is your take on the other two Grand Prix winners? Amit: Honestly, I haven’t really had a chance to go through both the campaigns, but I think the print one is a fabulous piece of work. Malvika: It is fantastic that Digital got a Grand Prix this year with some very fine work. In the Print category, the campaign was a fantastic concept and deserves the award. „ *2$)(67

INTERVIEW SABYASACHI MITTER Managing Director, Ibs (formerly Interface Business Solutions)

What is your take on the other two Grand Prix winners? Grey’s work for Killer jeans is something I loved. The TV commercial was a fine example of film craft but, above all, the insight of the youth and their desire to show their support for a cause and how the campaign brought that thought across was really nice work. McCann’s print work was also great from a creative concept perspective. Both the entries deserved to be Grand Prix winners. „

What do you think made the Tata Docomo client, we wanted to try thisis out with. Using the campaign click with the jury? Facebook Ads API needed a lot of learning and we Firstly, it was innovative and something that had are thankful to Facebook teameam to helphelp us in thatthat never been done before. But more importantly, journey. the campaign demonstrated the power of the We have been able too uncover ononlyly tthehe digital medium, and Facebook, to be able to tip of the iceberg and a lotot of other amazingamazing personalise campaigns, to make a real difference personalisation possibilities still remain on the in the way ROI can be achieved online. For drawing board. Since this iss a service developed people who wondered what role social media in by us, we needed to fund thethe development and general and Facebook, in particular, could play scale up to be able to do much more for Tata beyond engagement, Hyper Personalisation is a Docomo and extend this too the market as a SaaS great way forward. For, the jury the simplicity (Software as a Service). of it all made a difference. The ingredients that We wish we had the investment and the made the campaign possible was there for all to time to make Hyper Personalizationnalization even more use for a while now, we just put all of it together powerful and not be restrictedricted onlyonly to Tata with clever use of technology to deliver what, till Docomo’s prepay user life cyclecycle management now, was considered impossible Tell us any one campaignn whichwhich you likedliked If you were to improve the campaign, tell of another agency. us any one thing you would like to change There were many worthy campaigns across about it. categories, but I would nott like to name one Hyper Personalisation is a concept that came to us in preference of others simplyply because theythey all at ibs and, obviously, Tata Docomo being the first deserve mentions.

afaqs! Reporter, April 16-30, 2013 35 %<,19,7$7,21 Well-known professionals write on issues that they feel passionately about

SHYAM G IYER Festivals @ work

hile we celebrate showcase your team’s achieve- festivals, it is a little ments. Also, the most critical known fact that the time to ‘outshine’ other internal same festivals are teams. Just when you wrapped celebratedW at our workplaces all the up your presentation with a killer time without us even realising it. trump-card idea, a hand goes Here are some popular ones: up. All eyes are on the other U A new recruit in office. Crisply team’s manager, who in the most ironed shirt, impressive manner- sophisticated manner bursts your isms, firm handshake and polite bubble. The idea isn’t original, conversations. You secretly get he says. It’s been done before, he a complex - it’s almost the same explains. Data, photographs and you wonder, with each new details follow. Your heart sinks. recruit. Chivalry at its best and The boss is clearly disappoint- the women are equally impressed. ed. After all your build-up and He’s sizing up the work place efforts, it’s a boo-hoo moment and people. Ditto with the exist- for your team. Just when the kite ing bored lot - they’re curious was flying high, the rival manja to see how long it’ll last, before had to strike... Kai-Po-Che! he finally converts back into his U You always knew it’d be worth ‘real-self’. You know he can’t )HVWLYDOVDUHFHOHEUDWHGDWRXUZRUNSODFHV the effort and the wait. Preparing be blamed. It is just the initial for the board exams was actu- heady, bhang-like feeling. Very DOOWKHWLPHZLWKRXWXVHYHQUHDOLVLQJLW ally easier. You never had to lie soon you know, the gulaal will or take ownership of projects fade off. Till then, Bura na maano, you never managed. Wearing the Holi hai... ing manager, but then there’s the work place. Two weeks of same ‘lucky shirt’ recommended U Boy meets girl. Girl meets boy. an equally enthusiastic colleague freedom. Walk in 30 minutes by your wife for all three rounds. Boy likes girl. Girl likes boy. Girl who goes the extra mile every late; leave the office ‘on-time’. Last minute Google search on greets the boy. Boy treats the time (read that as making res- And while you are at work, flood body language tips and hand- girl. Begins with compliments. ervations for boss’s holiday or the boss’ inbox with countless shake categories. Breaking out Graduates into sentiments. occasionally ‘just dropping by’ on ‘CCs’ so the manipulative man of a prison is never easy, you Intercom gets busy. Everything Sundays with home-made kheer gets a sense of his duty-bound kept telling yourself. And finally, looks easy. Love is in the air. The for the boss). Some decisions can team working hard. Gang up, after all the gruelling rounds and start of an office-affair. Happy be indeed tough. Blame it on the laugh out loud, spill some coffee a week-long dreadful silence, Valentine’s Day! bell-curve, someone has to get on the desk and crack Hari Sadu the offer mail shows up on U Appraisal closure time. Possibly slaughtered. B for Bell-Curve, B jokes in open. The mice shall your Inbox. When was the last the toughest time for a CEO or for Bakri Eid. play when the cat is away. Non- time you felt so happy? Happy HR head to manage the monster U Annual vacation brings joy. More stop fun, non-stop festivity, it is Independence Day. „ called ‘bell-curve’. Five promo- than the CEO who goes for a indeed Navratri in the office. tion slots v/s twenty-five eligible two-week Europe tour with fam- U Business review time. The time (The author is head, marcom, Tata candidates. There’s a very deserv- ily, it is the team that rejoices at to put your best foot forward and Teleservices.)

She praised Eeksaurus for working the brand’s relationship with children could work except, the tonality of the << FRQWLQXHGIURPSDJH like a magician, as an animation of as the bedrock of its communication. ad and the mannerisms of the ‘Rasna this nature takes a really long time. And, one can’t fault the ad in terms girl’ are a little too cute and girly. Flavoured Tour.. Interestingly, Suresh conceptualised of execution or conveying the three Aren’t boys supposed to like Rasna Gillu, the animated squirrel, who the flavours.” too?” he asks. are the decision makers, it includes Rasna girl befriends during her tour. However, Mann feels that it is Devanathan feels that the children as a secondary target. The year-long campaign will be time Rasna took the conversation addition of Gillu is interesting, as As for creating a fantasy world supported by print, outdoor and ahead and reinvented itself. it brings novelty beyond the Rasna through animation, Nair explains, retail platforms. Narayan Devanathan, EVP and girl. “Considering it’s probably the “The advertising space is heavily national planning head, Dentsu India 10-year-old girl’s mother who would cluttered and, within that, the soft CUTE QUOTIENT Group, believes an under 10 viewer be familiar with the original Rasna drink/cold drink category even more harneeta Mann, ECD and would probably be attracted to the girl and not her daughter, it’s an so. A format technique was needed to Cnational creative head, TVC in isolation, since it’s ‘cute’, interesting move to cast an animated break clutter and, at the same time, Rediffusion-Y&R, says, “The ‘colourful’ and seems like a ‘Dora- squirrel. „ engage and drive the message.” commercial stays true to reinforcing like adventurer out exploring’. “It [email protected]

36 afaqs! Reporter, April 16-30, 2013

,17(59,(: MANISH KALRA> MARKETING HEAD, MAKEMYTRIP.COM “Hotels are a big opportunity” In an interview with afaqs!Reporter, Manish Kalra speaks about MakeMyTrip’s new brand tagline and the company’s new focus on hotel booking business. By Satrajit Sen

blogs for him. If the consumer is on YouTube, I should have some videos there. We plan our media mix keeping consumer behaviour in mind. We have scaled ourselves to a saturation point as far as online marketing goes. Traditional mediums like TV are very effective in expanding the overall online travel market. They help us penetrate Tier II and III cities and get the people there to transact online. In the coming years, a lot of our media mix will shift towards TV, with a bit of radio.

The next lot of Indians coming online won’t be comfortable with English. Vernacular is a very important part of penetrating into real India. However, India has a distinct advantage of having English as a second language. We are still two years away from that kind of penetration happening in India. However, we plan to come up with vernacular content on our website within a year. Tactically, right now, we do a lot of geo-targeted ads which are vernacular.

How much business do you get from people over mobile phones? What is challenge there? SUSHIL KUMAR

akeMyTrip recently changed its tagline “Getting people to transact on the mobile is very from Memories Unlimited to Hotels MUnlimited. afaqs!Reporter quizzes the difficult as we don’t have a uniform payment system.” travel portal’s marketing head, Manish Kalra, on the reason. Kalra, who has worked with Citibank, Transportation is the core of our business and Mobile is a big opportunity and a lot of people are PepsiCo and Dell, has been a part of MakeMyTrip our focus on hotels just redefines the additional experiencing the internet for the first time through for almost three years. Excerpts: offerings we are providing. Our research tells us the mobile. To tap such consumers, we have a that 55 per cent of hotel bookings in India happen mobile enabled site and apps for every platform. Why has MakeMyTrip (MMT) changed its at the time of check-in. We also do specific advertising for people who tagline from Memories Unlimited to Hotels access social media on mobile. Unlimited? How much of MMT’s billings and revenue However, the biggest challenge for a business There are two parts to it. The first was to make the come from different segments - such as like us is the payment gateway. Getting people to brand synonymous with hotels and hotel bookings. airline bookings, hotels, packaged tours etc? transact on the mobile is very difficult, as we don’t Secondly, Indians have limited themselves to Hotels and holidays currently would account for have a uniform payment system for this device. So, the online travel purchase of air, train and bus almost 20-30 per cent of our overall revenue, with if 100 people come on the website daily, around tickets. Hotels, an important part of one’s travel the rest being divided between air tickets and tours. 8 will transact; whereas if they come via mobile, plans, are not being bought online. We saw that as The hotel segment is growing at high double digit only two will transact. an opportunity. We are combining our renewed rates versus the airline part, which is not growing business focus on hotels with the opportunity to so much. That is why a lot of investment in terms You are a big advertiser. How do you see the tap a user who is already an online travel buyer. of marketing and manpower is being pumped in to role played by TV as against online? We have the largest range of hotels in the grow the hotel business. It depends on the marketing objective. Whenever country: 10,500 hotels listed in India and 80,000 we do TV advertising, we experience a surge in across the world. In India, our nearest competition What’s kept you busy this past year and what our online traffic. Then I have to do the math would have some 5,000-6,000 hotels listed. We are the big marketing challenges over the of how much of this incremental traffic can know that the consumer is on the verge of shifting next 12 months and in the longer term? be converted into business. This is the era of his hotel booking behaviour to online and wanted We follow the consumer in his day-to-day integrated marketing. Each of your channel will to be present right there when that happens. activity across mediums. So if our TG is spending have a rub off effect on the other. Right now, as considerable time online and on TV, we will be my ROI is diminishing on digital, I am putting MMT is identified with airline bookings. present on both the platforms. If the consumer more dollars on TV. Besides, TV helps the brand Won’t this change in emphasis hurt that part is searching about information on the mobile, we do two things that online doesn’t allow. It allows of the business? should be there in the form of an app or a WAP us to tell a story and also build an emotional It’s true that people come to us for airlines but site. If a consumer is trying to research his holiday connect with the consumer. „ we don’t see any cannibalisation taking place. on the internet, I as a brand should be there writing [email protected]

38 afaqs! Reporter, April 16-30, 2013

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#CLEFTTOSMILE Tweeting a Smile The campaign targets to achieve 1 million tweets by April 30 and thus spread awareness about the physical deformity and its treatment. By Satrajit Sen

peration Smile India, a char- says that they wanted to reach the ity that provides free cleft educated audience and spread the Otreatment, has launched awareness and make them take a campaign on Twitter :{to:) the message forward. “In India, a #CleftToSmile to spread much deformity like cleft is considered to needed awareness about the cause be God’s curse and in most cases, the of cleft and its affordable treatment. affected children don’t live to cel- Clefting is a congenital deformi- ebrate their first birth day. Actually, ty and most commonly appears in awareness about the deformity and the treatment for this is available and newly borns as a fissure or opening its treatment. The organisation states is inexpensive. The only thing lack- in the lip or palate. that not many people know about ing is awareness and hence we felt :{to:) is a logo for the cause and that cleft can be treated by spending Twitter would be a great platform the campaign asks people to tweet the Rs 20,000 to Rs 25,000 in India. for us to spread the word as we have logo followed by #CleftToSmile. Explaining to afaqs! Reporter all sorts of celebrities, opinion lead- The campaign aims to achieve 1 the reasons behind choosing Twitter ers and social influencers on the million tweets by April 30 and thus as a platform, Ranjit Barthakur, platform,” Barthakur adds. spread awareness about the physical chairman, Operation Smile India, The organisation has also tied deformity and its treatment. The up with IPL team Rajasthan Royals logo has been created by Ogilvy who will support the cause with India. enough to get headlines, conversa- their tweets. Raj Kundra, Shilpa According to the organisation, tions and support,” says Operation Shetty and Rahul Dravid will tweet cleft is sadly neglected due to lack of Smile India. Launched on April 1, #CleftToSmile from their personal awareness and with this campaign, the campaign has so far garnered accounts. they hope to bring the cause in more 5,000 tweets supporting its Barthakur further informs that the public eye by making :{to:) the cause. the campaign is also targeted to world’s most tweeted logo. “With 1 The movement’s ultimate mis- attract the decision makers in the million tweets our voice will be loud sion is to eradicate cleft and spread government to include cleft as a part of the national health agenda. Besides, drawing volunteers and Launched on April 1, the campaign raising funds are also objectives of has so far garnered more 5,000 tweets the campaign. „ [email protected] supporting the cause. Barthakur: spreading smiles

Stories featured on this page highlight innovative usage of media using various vehicles like print, broadcast, digital and out-of-home.

40 afaqs! Reporter, April 16-30, 2013 THERE IS NOTHING CALLED GETTING LOST IN TRAVEL MINAKSHI ACHAN Co-founder and Creative Head, Salt Brand Solutions

As a traveller,traveller, wwhat’shat’s your tip fforor tthehe ddestinationestination tthathat you ever visitevisited.d. WWhenhen others?others? aandnd wwhy?hy? TravelTravel with jjustust what you need. Make friends A village near Parur, in Kerala where I onlonlyy with the locals in the placeplace - train/tram/taxi metmet people who were above 80 yearsyears old. It driversdrivers make the best source of information was unique because they had so many stories aboutabout the towns they live in and give you toto tell of their varied pasts, but also stranstrangege insightsinsights about the local culture. Never do becausebecause it didn’t seem like there was such a ticktick mark holidays, but simply travel to fewer wonderful future to look forward to. placesplaces so you can reallyreally soaksoak in thethe culture.culture. ThereThere is nothingnothing called gettinggetting lost in travel, Tell us how have yyouou manamanagedged to make If there is one placeplace yyouou can keekeepp ggoingoing itit is but another journey.journey. a jjourneyourney funfun.. back to for a holiday,holiday, where would it bebe?? By sharing conversations with fellow Lyon, a two hour boat ride from Geneva. A colleague/co-worker from your travellerstravellers in a bus or a train or a fliflight.ght. It is the quietest place I have ever been to. industryindustry with whom you would like to One travels back over 500 centuries, as one gogo on a holiday. What has been your worst travel walkswalks tthroughhrough tthehe vivillage.llage. It was a susublimeblime AnishaAnisha Sarin, becausebecause we shareshare thethe same moment?moment? WWhy?hy? trip.trip. interestsinterests andand are wanderers.wanderers. I llefteft my crecreditdit carcardd at InterInterlakenlaken after a cup ooff hot chocolate, upup on the mountaintop.mountaintop. Tell us three ggoodood thinthingsgs about What has been youryour “Life me ek baar” My husband and I had travelled down the travelling.travelling. moment?moment? mmountainountain in the cable car which had justjust The jjourneyourney matters the most, not necessarilnecessarilyy SpottingSpotting a 98 yearyear old man polishing a brass fifinishednished the last trip of the evening. I died the destination. Travel is often about a trip to organorgan in a cathedral in Melbourne. He was so a thothousandusand ddeathseaths becabecauseuse we were withowithoutut ‘yourself’‘yourself’ andand wanderingwandering into thethe unknownunknown devoteddevoted to hishis tasktask thatthat thethe brassbrass just shoneshone mmoneyoney in a strange llittleittle town. is more exciting, ratherrather thanthan visiting plannedplanned withwith love.love. dotsdots on thethe map. WhatWhat is tthehe bbestest souvenir you ever HaveHave yyouou ever been sursurprisedprised byby the bboughtought for ananyone?yone? WhenWhen yyouou travel, what is a must carrcarryy tastetaste of food,food, outside India? Where? Sand in a bottle from the beach at Isle ofof for yyou?ou? ForFor a vegetarian, I was rather surprised bbyy Whyte,Whyte, an island in the south east of London. JustJust a smile, because it gathers more friends ItalyItaly and the vast fare of salads available there. The souvenir shop out there gives you little and is a universal language (credit cards help bottlesbottles and asks you to make your own ofof course!) What and where has been your best souvenir for friends and family. bazaarbazaar bbargainargain so ffar?ar? WhenWhen anandd wwherehere diddid your bbestest holidayholiday St.St. Pauls,Pauls, near Nice in France. I got a WhatWhat is your “Li“Lifefe me eekk bbaar”aar” vacation, happen?happen? marvellousmarvellous paintingpainting for an absolute steal. thatthat youyou would definiteldefinitelyy want to ggoo on? Last yyear,ear, when I went to LLyonyon to visit a Israel.Israel. It is a must-trip and I justjust haven’t been friend.friend. Which has been the most uniuniqueque ableable to visit, despite making many plans. „ 1(:63(23/(

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

ynn de Souza, his current responsibilities on Airtel. Mohit Hira ith the advent of digitisation in India, all Lformer chairman joined JWT in November 2012, as senior vice Wthe stakeholders are busy beefing up their and CEO, Lintas president and regional business leader, Airtel at management troupes. Hathway has roped in K V Media Group has JWT. Anand, erstwhile chief service officer, Tata Sky, launched Social Access Hira has a career spanning 26 years across as president, digital platforms, Hathway Cable along with Meenakshi advertising, marketing, print and digital media. and Datacom. He will be involved in strategy, Menon (Madhvani), Prior to JWT, he worked with NIIT, where he was design, execution and delivery, across all the founder and the president of the B2C global online learning customer-facing functions relating to CRM, chairperson, Spatial business, Training.com that he started. products/services management, billing and Access. The company In the meanwhile, Havas WW has strengthened subscriber management, consumer marketing, has been set up to FOTOCORP its leadership at Mumbai and Bengaluru. For more field services and IT. bridge the gap between LYNN DE SOUZA than a year, Havas WW (erstwhile EURO RSCG) In another development, Ormax Media has corporate and non- has seen several managerial changes. appointed Venugopal Bhamidipati as insights profit sectors through effective communication In a recent development, the agency has head, print, radio and branded entertainment. to instigate social change. De Souza left IPG appointed heads for two of its branches, Mumbai He will report to Shailesh Kapoor, CEO, Mediabrands in November, 2012. and Bengaluru. While Gaurav Soi has joined Ormax Media. Earlier, Bhamidipati was Social Access will not only create Havas as vice-president, Havas Mumbai, Tiraz strategic planning director, Publicis Capital. communication strategies for brands and Balaporia has been appointed vice-president and He had spent about six years in media research causes but also execute them. Besides, it will before joining Publicis Capital in April, 2012. also monitor and carry out impact assessment NS Easwaran, currently deputy VP, West studies through research and field visits that will zone for Zee TV, moves to look after the measure output and outcome. The current team network’s Tamil GEC, Zee Tamizh, as comprises six people with skill sets including deputy business head. He will assist Prem strategy, implementation, creative, digital, Menon, business head, Zee Tamizh and be research and monitoring. Social Access has five responsible for the business of the channel, clients on board. working in tandem with various departments In another development, JWT India elevated like programming, marketing and production. Mohit Hira as the head of its digital operations. Meanwhile, Suresh Selvaraj, CEO and Hira will replace Max Hegerman, digital head at executive director, Asianet News Network JWT India, who, according to the company, is (ANN) will move out of the company to take a moving on to pursue GAURAV SOI TIRAZ BALAPORIA long-awaited break. He had joined ANN from other opportunities. the Outlook Group, which was the longest stint Hegerman joined JWT in his career. He was with Outlook for 13 years India as senior vice office head, Havas Bengaluru. and quit as president. president and digital Soi will be in charge of the overall business at At Star, Prem head in September Havas Mumbai and will also lead new business Kamath, EVP and 2011. development. Balaporia, in his second stint at Euro, GM, Channel V has In his new role, Hira will now lead the Bengaluru operations of the been assigned another will be responsible for agency. Both of them will report to Shavon Barua, responsibility. He managing and growing president, West and South, Havas Worldwide will now also be the JWT’s digital offering India. general manager of to clients across all Soi has spent 13 years in the advertising STAR Pravah, the MOHIT HIRA markets, in addition to industry. Balaporia started his career with a Marathi GEC from company called Rhizic, as an account executive the stable of the STAR in 2000. Network. Kamath MARKETING Another appointment in the creative circle was has been heading PREM KAMATH that of Pranvir Mann, erstwhile head of creative, R Channel V for more -commerce marketplace eBay India (www. K Swamy BBDO (Delhi), who has been roped in than four years now Eebay.in), a 100 per cent subsidiary of eBay by Concept Communications as national creative (since 2009). He has been associated with the Inc., has appointed Alok Agarwal as director, director. STAR Network since 2007. marketing. His mandate includes driving Mann will focus on the group’s businesses in In the print domain, Hindustan Media engagement with consumers across platforms. the northern region. Ventures, the publisher of Hindi newspaper He moves in from Mahindra Two Mann will work Hindustan, has roped in Sanjay Shukla as Wheelers, where he closely with Ashish head, strategy and worked as category Dabral, executive operations and advisor head, motorcycles. director, Concept to the CEO. Shukla In February, eBay’s Communications. has been with the former CMO, Mann has about organisation since Kashyap Vadapalli 25 years of experience January, 2008 and has quit to join lifestyle in advertising and more than 22 years of e-commerce marketing. experience. Till now, marketplace He has headed PRANVIR MANN he was associated with Pepperfry.com as creative teams at Hindustan Times, the chief marketimg Clarion Advertising, Mudra Communications and English publication of officer and head of R K Swamy BBDO during this tenure. „ the group, as business SUSHIL KUMAR ALOK AGARWAL SANJAY SHUKLA new business. „ head, HT Punjab. „

42 afaqs! Reporter, April 16-30, 2013