NEW AD FILMMAKERS on the INTERVIEW Rishad Tobaccowala How Vivaki’S Role Will CENTRE STAGE Grow in Times to Come

May 16-31, 2012 Volume 3, Issue 10 `100 44 NEW AD FILMMAKERS ON THE INTERVIEW Rishad Tobaccowala How VivaKi’s role will CENTRE STAGE grow in times to come. Armed with a specialised approach, new-gen directors are sharing the limelight with industry veterans. 14

DIGITAL CAMERA Why so Glamorous? Digital camera brands have taken a fancy for ﬁlmstars. 41

DEFINING MOMENTS Paritosh Joshi The ex-CEO of STAR CJ Network looks back.

GOOGLE New Measures 16 CHROME DATA ANALYTICS & MEDIA Study on Carriage Fees 32 GEC The Key to Success 33 28 ABP/STAR What Lies Ahead? 34

EDITORIAL

This fortnight... Volume 3, Issue 10 EDITOR Sreekant Khandekar o whom will you attribute the success or failure of a television commercial? Is it the agency, the PUBLISHER Prasanna Singh T filmmaker or the brand owner? In feature films, which inspire the ad film industry in many EXECUTIVE EDITOR ways, the onus is more on the director than anyone else. But in the case of ad films, the agency or Prajjal Saha the marketer is the face of the film. The filmmaker, unless he is an iconic name, is seen as a mere SENIOR LAYOUT ARTIST executioner. However, one can equally argue that it’s the director who gives visual Vinay Dominic grammar to the script to deliver an impactful audio-visual story. LOGISTICS Rajesh Kanwal

May 16-31, 2012 Volume 3, Issue 10 `100 Yes, the early days of television commercials did produce a few names which ADVERTISING ENQUIRIES 44 Neha Arora, (0120) 4077866, 4077837 NEW AD FILMMAKERS were equally iconic, such as Prahlad Kakkar and Shyam Benegal. It was Noida ON THE important for the brand to work with these names and the production company Khushboo Varadkar, (022) 40429702-5 INTERVIEW Rishad Tobaccowala Mumbai How VivaKi’s role will CENTRE STAGE grow in times to come. that they represented did not matter. Then came newer names such as Prasoon Armed with a specialised approach, new-gen directors are sharing the limelight with industry veterans. 14 Pandey, Pradeep Sarkar, Abhijit Chaudhuri, Ram Madhvani and E Suresh, [email protected] who were equally important and had their own identities. Marketing Office DIGITAL CAMERA B-3, First Floor, Sector-4, Noida-201301. Why so Glamorous? Digital camera brands have taken a fancy for ﬁlmstars. Tel: (0120) 4077800. 41 But as the business evolved, the number of television commercials multiplied, Mumbai and many of these ad ﬁlm production houses achieved scale. They attracted talent, 501-502, Makani Center, 5th Floor,

DEFINING MOMENTS Off Linking Road, Bandra (W), Paritosh Joshi and from being one-man show companies, these production houses have created The ex-CEO of STAR CJ Network looks back. Mumbai - 400050

GOOGLE New Measures 16 a pool of talent. Tel: +91-22-40429 709 - 712 CHROME DATA ANALYTICS & MEDIA Study on Carriage Fees 32 GEC The Key to Success 33 Bengaluru 28 ABP/STAR What Lies Ahead? 34 If earlier, the ad filmmaker represented versatility because he could work on S-1, New Bridge Corporate Centre, all kinds of films, today, the production companies stand for the same, while 777 D, 100 ft Road, Indira Nagar, Bengaluru - 560038, India individually the directors have attained specialisation. Subscription Enquiries Garima Agnihotri, (0120) 4077837 The new generation of filmmakers, which the current issue’s cover story is about, has brought in [email protected] a great deal of change in the industry and one significant change has been the relationship between Owned by Banyan Netfaqs Pvt Ltd and the agency person and the filmmaker. 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 B-62/14, Naraina Industrial Area, Prajjal Saha Phase II, New Delhi – 110028. [email protected] Cover Illustration Gogol CONTENTS 35 39 PLUS

ESPNFC COLORS For the Love of Soccer 17 Attracting Eyeballs All is Well will talk DIESEL about diseases, their The Flash Mob Fad 22 symptoms and a healthy lifestyle. BY INVITATION Parag Tembulkar 46 PROFILE 49 12 Subhas Warrier TITAN The EVP and head, South of Spreading Life 48 LIM shares his memoirs. HDFC LIFE POV 31 Cricket Crazy 48 Idea Shopping IPAN PIZZAS LIMCA Should there be a copyright on For Hunger Pangs From Taazgi to Pyaas GOIBIBO.COM an agency’s ideas? The bus traveled to different Limca is positioned as a thirst Star Like Treatment 49 parts of Delhi for a week. (for achievement) quencher.

afaqs! Reporter, May 16-31, 2012 5 IPSOS STUDY 1(:6%8//(7,1 &RQVXPHULVWKH.H\ Sponsored by

ccording to the Ipsos Asia with creative marketing solutions is Pacific Marketers Outlook important. Indian marketers feel that A2012 study, the Indian their agency partners did extremely marketers wish to prioritise the meas- well last year - but addressing this American Tourister> The US-based family travel solu- urement of return on investments issue ranked high priority for 2012. tions provider, from the Samsonite Group, is looking at (ROI) of their campaigns this year. Also, there is a big need gap in terms sales growth of 60 per cent and revenue touching around The study, conducted by Ipsos of measuring campaign ROI. `750 crore this year. Last year, it clocked revenue of about ASI and MediaCT team, had three Agency partners are perceived to `500 crore. It is betting big on the non-travel gear segment, fundamental objectives - to gauge be doing well in quality of client which includes duffel bags, adventure gears, laptop bags and business performance for 2011; to service, overall quality of execution pouches looking to double the revenue to `100 crore this understand the outlook for 2012 in and delivering value for money, but year as well as 30 per cent market share, in the category. terms of business performance and less on leading and execution of The company also plans to increase prices this month. marketing investment; digital strategies, and and to evaluate current understanding of digi- trends in marketing tal media and global Dunkin’ Donuts> Jubilant FoodWorks (JFL), the Indian actions and strategies. network. distributor of Domino’s Pizza, has opened the first American For the study, “Indian market- doughnut brand Dunkin’ Donuts store in India. The company Ipsos interviewed 443 ers are bullish given further plans to invest around `12 crore to roll out another marketers from differ- the state of the global 10 stores this fiscal. The stores will be a mix of flagship stores and kiosks. In India the stores will be opened under ent industries in the economy. They con- MARKETING the brand, ‘Dunkin’ Donuts & More’. The food retail chain has Asia Pacific region. In tinue to believe in altered its menu to include items and flavors that cater to India, majority of the the Indian economy, local tastes in India. respondents were from The study despite uncertain- consumer products, ties and many even finance and healthcare revealed that expect their brands to The Italian car maker plans to strengthen its pres- industries. outperform the indus- Fiat> marketers in ence in India with a network of dedicated dealers, apart The study revealed India expect try,” says Biswarup from more brands from its global portfolio including Alfa that marketers in India Banerjee, marketing Romeo, Chrysler, Dodge and Jeep. Fiat, which recently ended expect better quality better quality communications head, a six-year distribution agreement with Tata Motors, plans insights and creative insights and Ipsos India. to set up a new company to sell its models in India. While thinking from their creative thinking However, budgets originally, it planned to open 20 dealer outlets this year, the agency partners. Also, are anticipated to rise company now intends to do more. Fiat India currently sells marketers think that from their in a majority of cases 20,000 cars per year with a market share of 0.7 per cent. digital media, cus- agency partners. with very few think- tomer relationship ing of tightening purse management (CRM) strings. For 2012, one- Samsung> The consumer durables major is expecting an and public relation (PR) will take up third of the marketers plans to work increase of about 50 per cent in sales of its smart television a higher role in marketing commu- on a budget between $1-5 million; sets this year to 1.5 lakh units compared to about one lakh nication plans. consumer products and financial ser- units it sold last year. Besides, Samsung India is expecting About 88 per cent Indian market- vices industries are likely to have its share in the overall panel TV market to rise to over 35 per ers believe that the outlook for their a larger budget. Moreover, nearly cent from 30 per cent in 2011. The company claims that the brand will be healthier in 2012, and two-thirds of marketers are looking contribution of LED TVs is expected to grow to 70 per cent. 61 per cent think that their industry to increase marketing investment for The Indian flat panel TV industry is likely to become 52 lakh sector will fare better. 2012. units this year as against 37-38 lakh units in 2011. About 67 per cent Indian market- The data was collected through ers say they plan to spend more on an online survey and the target market research. respondents were marketers who The tea packs will Tata Global Beverages> The manufacturer of Tata Tea Among the respondents, 84 per have at least an year of experience hit the shelves in and Tetley Tea has entered into a multi-year partnership with cent think understanding the target in the field. Out of this, 42 per cent Green Mountain Coffee Roasters (GMCR) to distribute and sell audience is top priority while 73 per marketers have been working in the 2013. Eight O’Clock Coffee, Tetley Tea and Good Earth Tea in GMCR’s cent believe that coming up field for 11 years or more. Keurig K-Cup and Vue packs. The companies plan to make a select offering of Eight O’Clock Coffee K-Cup packs QUOTE OF THE FORTNIGHT available through in-home and away-from-home chan- ‘‘There was an advancement nels. of purchases towards March fearing an excise duty Nelco> A Tata Group company, Nelco, has unveiled its new brand identity. The new look symbolises the company’s increase. The increase in state new corporate identity and is a refurbishment of its brand. taxes have only dented the While the old logo is a simple blue background with the buying sentiment.’’ brand name written in upper case in thick white font, the new one bears the brand name written across a white back- ARVIND SAXENA, DIRECTOR-SALES AND MARKETING, HYUNDAI INDIA ground in slim blue font, in lower case. The logo bears an PASSENGER CARS’ DECREASING SALES IN THE ECONOMIC TIMES. ON open circle that represents Nelco positioning of helping its clients unlock potential.

6 afaqs! Reporter, May 16-31, 2012

BBC ENTERTAINMENT 1(:6%8//(7,1 :RRLQJ,QGLDQV Sponsored by appy with the buzz that BBC experiment with the Royal Wedding Entertainment received being live-streamed on the channel Hfrom the live telecast of the really paid off well, we decided to Royal Wedding in India last year, the focus on London this summer.” channel has designed 100 hours of The channel has already roped Sakal> On the occasion of Akshaya Tritiya, Pune-based fresh programming in a bid to woo in L’Oreal as the associate spon- Marathi daily Sakal came up with a scratch and win gold inno- the Indian audiences. sor for the entire London Calling vation for Tribhovandas Bhimji Zaveri (TBZ) jewellers, which To be housed under the ‘London season. Meanwhile, it intends to get recently opened its first store in Pune. The scratch and win Calling’ umbrella, the fresh content, six-seven more sponsors on board. card had some or the other discount for every reader of the packaged into a season, will be aired However, these sponsors will come daily that day. A quarter page ad of TBZ was published on the from May 19 onwards, targeting the on board to endorse a segment or first page of the special Akshay Tritiya feature, with a scratch MEDIA 25+ SEC A and B a show and not the card pasted on it. audiences pan India. entire season. With an aim to As part of the mar- feature programmes keting campaign, the CA Media> The Chernin Group’s CA Media (the media showcasing the spirit channel will initiate investment unit for the company’s Asia operations) has of London, the content the promotions across acquired 49 per cent stake in the production house Endemol line up will significantly digital platforms first, India, making it the company’s largest investment in include royal docu- with the launch of a Asia. This also marks CA Media’s first Indian acquisition. mentaries (The House microsite and a game Consequently, Deepak Dhar, who until now was managing of Windsor: A Royal that has been created director at Endemol, has been promoted as chief executive Dynasty, The Diamond especially for London officer. Queen, The Queen’s Calling. This game will Palaces, Monarchy: Royal be launched across the Family at Work), The BBC Worldwide net- Big CBS Spark> Big CBS Spark, the youth enter- Queen’s Diamond Housed under the work and across nine tainment channel offering of the joint venture (JV) Jubilee Celebrations regions. Following between Reliance Broadcast Network and CBS Studios (Thames Pageant -live, ‘London Calling’ this, the campaign will International, has entered into a strategic alliance with concert-live, services umbrella, the be targeted to shows Universal Music to share its music library. The Universal of thanksgiving and content, pack- such as Sherlock and Music library claims to have a collection of artists such royal procession - live) Twenty Twelve. as Madonna, Rihanna, Lady Gaga, Taylor Swift, Justin and a highlight of the aged into a In January 2011, Bieber, Enrique Iglesias, LMFAO, Avicii, Jennifer Lopez, U2, Metallica, Bryan Adams, Bon Jovi, and Guns N Roses, events. Meanwhile, BBC Entertainment season, will be amongst others. However, the music channel will host the the line up will also decided to don a new music icons who are a rage in India. include programmes aired from May look and extended its such as London Stories: 19 onwards. programming line up The Underground, and for the Indian audi- Timewatch: Crowning a Queen. ences with the new positioning, LinkedIn>Professional networking website LinkedIn has As a part of the fiction line up, the ‘Seriously Entertaining’. announced the launch of the LinkedIn application for iPad. channel will launch Sherlock (Series Earlier, BBC Entertainment Taking into account the new and specific ways that professionals are using their mobile devices, LinkedIn, with this free 2), Luther, Spooks, Whitechapel and claimed that its USP lies in the fact application, aims to help professionals to be better prepared a mockumentary-Olympics: Twenty that it brings British television to to make smarter business decisions. The application includes Twelve (series 1 & 2). Indian homes, especially since other a calendar feature that allows the users to get an informative Elaborating on the choice to focus English GECs in India telecast shows snapshot of all the people they will meet that day. on London to woo the Indian audi- created in America by American stu- ences, Ishita Roy, head, marketing, dios for American viewers, as a part BBC Worldwide Channels South of various content output deals. Asia, says, “This year, in light of the BBC Entertainment claims to Targeting the 9XO>9X Media launched its sixth 2012 Olympics and The Queen’s design programmes keeping in mind age group of music channel, 9XO on April 24. Diamond Jubilee, all eyes are on the TV viewing habits of the audi- 15-21 years, the Targeting the age group of 15-21 years, London. Also, since our last year’s ence at different times of the day. the channel will focus on international channel will focus music content and will carry the tagline, on international ‘I’m On’. The main programmes on the channel will include QUOTE OF THE FORTNIGHT music content. O-Vid, Who Dat, Wotta Song, Hot Sh*t and Out There. The channel will also host a talent show, OmeGrown, which will stage performances from Indian bands and will bring to the fore the multi-talented youth who are pursuing English music ‘‘The deadline of 500 channels and its sub-cultures. is okay for national MSOs but will be a tough call (even by next April) for smaller Disney>Disney has stocked 500 hours of fresh content, along with a clear differentiation in the type of content to tap operators.’’ the family audience and the younger age-group. Disney’s other channel, Hungama TV, plans to take the mischievous route with shows like Chimpui, Ultra B, Luckyman and Space Goofs. ASHOK MANSUKHANI, PRESIDENT, MSO ALLIANCE ON THE TRAI’S The channel has also planned a movie, Shin Chan in Dark ORDER, ON CNBC-TV18. Tama Tama Thrilling Chase, based on Shin Chan. Also, the movie Doraemon in Nobita’s Steel Troops will be showcased.

8 afaqs! Reporter, May 16-31, 2012 cactii AME AWARDS 1(:6%8//(7,1 7KH:LQQLQJ6WUHDN Sponsored by BDO India picked up three campaign for Idea Cellular. metals at the Asian Marketing ‘The Power of Silence’ campaign BEffectiveness Festival. The for Reliance Mediaworks helped agency won a gold, silver and a DDB Mudra Group win a bronze bronze in different categories for in the Most Effective Use of Public DHL> Global freight company DHL is on the lookout for a its ‘Shave Sutra’ campaign created Relations category. creative agency and has gathered the credentials from some for P&G. The agency won a gold Indian entries had the highest leading agencies. The creative and strategy brief has been metal in Best Marketing Campaign recognition in the Best Sustained sent out to a few agencies. The presentations are likely to for National Brand Development Success category, with three met- be held in Mumbai. The incumbent creative agency on the category and was also shortlisted in als, including a gold, a silver and a account is Proximity India. 180 Amsterdam is DHL’s creative three other categories. bronze, and two shortlists. agency overseas. Adaptation agency Tag Worldwide is also Wieden+Kennedy won a gold A panel of 35 industry experts involved with the brand’s creative duties. metal for IndiGo’s ‘Coolest Airline’ from around Asia-Paciﬁc region, campaign, in the Best Sustained chaired by James Thompson, chief Success category. marketing ofﬁcer of Diageo Asia Leo Burnett, Clio 2012> Leo Burnett, TBWA and Nomad Films won TBWA and accolades at the Clio Awards. Nomad Films has won a silver in the Film category (sub-category: Direction) Nomad Films for the Volkswagen Jetta (Flyboy ad). Leo won accolades at Burnett won a bronze for Socks campaign the Clio Awards for Bajaj Exhaust Fans in the Print category this year. (sub-category: Photography) and TBWA won a bronze for Immigration Stamps campaign for Yatra.com in the Design category. ADVERTISING

Ogilvy India won Paciﬁc, judged a record The festival saw ZenithOptimedia> As part of a global repositioning three metals, includ- BBDO India’s 971 entries from 21 exercise, ZenthiOptimedia (ZO), has gone through a ing a silver and two countries submitted in positioning change. Retaining its old tagline, ‘The RoI Agency’, bronzes, but lost out Shave Sutra 17 different award cat- it has adopted a new positioning of ‘Live RoI’. The logos of on a gold metal. The campaign win egories. the ZO Group companies, including Newcast, Performics, agency won a silver This year, a total Moxie, Ninah, Sponsorship Intelligence and Scoop have been in the Most Effective three metals, of 115 entries made redesigned. Though they will all use the same typeface as ZO, Use of Advertising cat- including a it to the shortlist, all there will be additional colour and symbols as well. egory for the ‘How we of which were show- sold Cadbury Dairy gold, silver and cased during the Milk bars more than 4 bronze. two-day Asian Marketing iYogi> The in-house creative agency of global technical times the Great Wall’ Effectiveness Festival. support provider iYogi has gone independent. Focus now is campaign. Besides, the This was the on creating solutions in brand advisory and design space. agency made it to the shortlist in 10th year of the Asian Marketing The 12-member team is led by managing partners Prathap seven other categories. Effectiveness Festival. It is a gath- Suthan and Naresh Gupta. Others include Viral Pandya as The very popular South Indian ering of marketing, advertising design director, Manoj Deb as executive creative director and song Why This Kolaveri Di made and media industry executives, Sabu Paul as copy lead. While the agency will work to create Jack in The Box Worldwide/Sony acclaimed marketing experts and traditional solutions, emphasis will be on design and digital. Music Digital Marketing Team win brand pioneers. a bronze in the Most Effective Use Last year, Ogilvy India and of Interactive Marketing category. BBDO India were the only two Hero MotoCorp> The company is It was also shortlisted in the Best Indian agencies to have won acco- The size of the Hero MotoCorp on the lookout for a creative partner Small Budget Marketing category. lades at the event. for its yet-to-be-launched bike brand, Lowe Lintas also managed to However, India had a total of 19 business is said Ignitor. The pitch process, which is win a bronze in the Most Effective shortlists this year, of which 10 were be about `30 currently underway in Delhi, involves Use of Advertising category, for the converted into victories, of total 115 crore. only the four agencies in the roster - MNP ‘No Idea, Get Idea!’ entries which were shortlisted. JWT, Draftfcb Ulka, Law & Kenneth and Percept/H. The size of the business is said be about `30 crore. The company launched its first brand QUOTE OF THE FORTNIGHT campaign with an anthem on August 15, 2011.

‘‘The initial web model of >> ACCOUNT MOVEMENT transferring newspaper-style advertising online, with ads > DDB Mudra Group won the peppering web pages in neat Hyderabad-based little boxes, is evolving toward account of Eenadu. a conversational model of While Mudra South will handle the creative duties for this account, DDB Mudra Max will be responsible for all of Eenadu’s promotional activities including advising the digital-media consumption.’’ group on establishing a connect with the advertising and marketing fraternity and LINDSAY VAN KIRK, DIRECTOR, SALES OPERATIONS, APPSSAVVY, ON working on positioning the brand appropriately for this target group. Ogilvy India has HOW NEW MEDIA ADVERTISING HAS CHANGED OF LATE, IN ADAGE.COM. worked on this account till 2008.

10 afaqs! Reporter, May 16-31, 2012

1(:6$'9(57,6,1* LIMCA From Taazgi to Pyaas Moving on from its proposition of freshness, Limca is now positioned as a beverage that quenches youngsters’ thirst for achievement. By Ashwini Gangal

n its latest ad campaign, Coca-Cola India’s lemon flavoured drink Limca has undergone a Ipositioning change. The brand, which earlier stood for freshness, has taken on a fresh stance (no pun intended) that has little to do with its previous one. Limca is now a beverage that quenches consumers’ literal thirst (for a cool drink) as well as metaphorical thirst (for achievement). The television commercial features actor Kareena Kapoor, who is seen urging a youngster to aim higher in life. The new tagline is Pyaas Badhao. A quick walk down memory lane reveals that in 2005, the brand moved from its long-standing ‘Lime ‘n’ Lemoni’ positioning and adopted DOES THE CHANGE WORK? ‘Freshness’ as its main offering. In the years that “‘Freshness’ as s Limca’s departure from the words Taazgi, followed, Limca’s communication comprised a proposition is IBoonde, and all things fresh a wise move? afaqs! different renditions of this core proposition of Reporter finds out. freshness, be it Mazaa Taazgi Ka, Fresh Ho Jao, not unique to Overall, the question that industry folk appear Doobo Taazgi Mein or most recently, Do Pal Taazgi. Limca as any soft to be raising is: was there a possibility of retaining All these ads typically featured people getting the Taazgi proposition and yet coming up with a drenched and gallons of water being splashed drink can serve brand philosophy to fortify it? around. The current positioning looks to move this purpose.” Divyapratap Mehta, vice-president, planning, away from such visual imagery. KV SRIDHAR Grey India says that with this campaign, Limca is When quizzed on this flight leaving behind a very powerful advertising terri- FOTOCROP from freshness, K V Sridhar tory that it had managed to create for itself over (aka Pops), national creative Pops answers, “‘Freshness’ as a proposition is not the years. director, Leo Burnett (the unique to Limca as any soft drink can serve this “Limca had managed to position itself as the brand’s new creative agency), purpose.” ‘real refresher’ or the original ‘lime-and-lemoni’ says, “Limca’s equity is in its He adds that the figurative and inspirational drink. This brand space belonged to Limca,” thirst-quenching ability and thirst-quenching bit were added in an effort to Mehta says. through this ad, we’ve taken make Limca more relevant for today’s generation According to him, leaving this territory behind the brand back to its origi- of young consumers. “In English, we say ‘hunger’ may not be for the better because Taazgi trumps nal purpose.” Yes, but why when we talk about ambition and achievement; Pyaas as far as Limca is concerned. “With the the sudden departure from the Hindi equivalent of the same is Pyaas,” explains the whole idea of freshness? Pops. FRQWLQXHGRQSDJH>>

12 afaqs! Reporter, May 16-31, 2012

1(:6$'9(57,6,1* DIGITAL CAMERAS Why So Glamorous? The digital camera endorsement scene is suddenly inundated with attractive, young Bollywood actors. afaqs! Reporter decodes this trend. By Ashwini Gangal

hether it’s the physical retail space or on TV, digital camera brands seem to Whave taken to young Bollywood leading ladies in a big way. While the top three camera brands - Canon, Nikon and Sony - are being endorsed by Anushka Sharma, Priyanka Chopra and Deepika Padukone, respectively, Fujiﬁlm, too, has roped in Minissha Lamba. At ﬁrst glance (after you get past the visual clutter, that is), it looks like an effort to add a dash of glamour to the brand but dig a little further and other reasons seem equally valid. afaqs! Reporter speaks to brand experts and dissects the phenomenon.

THE UGLY SIDE OF BEAUTY? ince these ladies are all seen striking poses with Halve, brand consultant and founder, chlorophyll, He dismisses the theory that these women Sthe point-and-shoot cameras for their respec- says that this may have something to do with a personify the simplicity of use of these products, tive brands, could the subliminal message be the larger trend - categories that weren’t traditionally because women today are as tech savvy as men and proposition of product simplicity? Given the fact celebrity-driven have started banking on celebri- the product is not a complicated one. that the product has been perceived as a ‘boy toy’ ties today. According to Vibha Desai, independent brand for years, could the invisible subtext in all these ads Yes, but why use young female stars? Halve consultant, using beautiful endorsers symbolises be ‘These gadgets are so easy to use, even ‘bimbos’ answers, “The logic behind using good-looking the fact that everyone wants to look stunning in can use them’? young actresses could be merely that women enjoy pictures. Since these women epitomise beauty, Refuting the ‘Dumb Blonde’ theory, Anand being photographed more than men do.” associating a brand with them addresses the reality of how people want to look young and vibrant in photos.

MOBILE PHONE CAMERA VERSUS DIGITAL CAMERA thers opine that this trend can be attributed Oto complex cross-category reasons. The cell phone category has impacted other categories such as watches and cameras because cell phones now do the job of these other products, and probably do it better. So, for the average camera user (not professional photographers), the utility of ama- FOTOCORP SUSHIL KUMAR SUSHIL KUMAR (From left) Halve, Desai, Sinha and Malik: the style factor FRQWLQXHGRQSDJH>>

<< FRQWLQXHGIURPSDJH “I’m not saying that standing The new for a philosophy doesn’t work, but From Taazgi to... there was something simple, easy positioning of Limca and ‘innocent’ about Limca that is new Pyaas angle, Limca appears to starkly missing now. The feel is a have swapped places with Sprite that moves away from little too ‘mature’ for comfort,” Jose originally stood for pure thirst and explains, adding that the reasons later moved to freshness (University visual imagery. for this could range from an over- of Freshology),” he says. exposed Kareena Kapoor, to a script Mehta elaborates that this new have, in and sprays. that is trying too hard to prove the layer of thirst and ambition that the some way, connected freshness to Jose opines that the recent trend point, or the sheer loss of the Limca brand has now added to its nature the new insight of young India vying for brands to go beyond the emotion- ‘water spray magic’. has little to do with the real reason for new experiences,” Mehta states. al appeal and stand for a philosophy Interestingly, both Mehta and for consuming the product. “What it For Porus Jose, head of the crea- (for instance Darr Ke Aage Jeet Hai Jose cite the Aaj Kuchh Toofani Kartey probably adds to the brand is a sense tive function at Curry-Nation, and Darr Ko Maro Dew by Mountain Hain ad by Thums Up as an example of purpose,” he reasons. Limca is a synonym for the ‘cloudy’ Dew or Aaj Kuchh Toofani Kartey Hain of a brand that has changed its stance Some kind of continuity with the lemon-based cold drink, the earliest by Thums Up) is what prompted while maintaining continuity with its erstwhile freshness space would’ve images of which include those of ﬁre Limca to shift from mere Taazgi to previous long-standing statement. been better, he feels. “They could hydrant bursts, splashes, fountains the Pyaas Badhao space. [email protected]

14 afaqs! Reporter, May 16-31, 2012

1(:6',*,7$/

GOOGLE << FRQWLQXHGIURPSDJH Why So Glamorous? New Measures teur cameras has declined. “This is why there’s the pressing need to move from the utility space to the lifestyle space. And, getting attractive female actors The search engine biggie has announced new metrics to measure to endorse these brands is an effort to make cameras the effectiveness of online ads in an effort to entice marketers to attractive in a non-utilitarian way and position them adopt the digital medium. By Nisha Menon as a cool lifestyle gadget,” reasons Samit Sinha, managing partner, Alchemist Brand Consulting. The celebrities do help the category, agrees Atika or long, brands and marketers have strug- Secondly, it has a robust methodology, as it is Malik, senior vice-president and executive plan- gled to measure the success of their calculated by a statistical model that combines ning director, JWT India pointing out how mobile Fcampaigns or initiatives on various media, aggregated panel data and anonymous user data phones have renderred digital cameras irrelevant. and digital advertising has not been much differ- (either inferred or user-provided), and will work “The stand-alone camera segment needed to be ent. Clicks and impressions have for years ruled in conjunction with Active View to measure rejuvenated, owing to the accelerated growth of the the roost to measure the impact and reach of an viewed impressions. ‘cell-phone-with-camera’ category.” online campaign. Google announced the launch Google sees this approach overcoming prob- of new metrics, which it looks at as an effort to lems of potential panel skewing and reliance on persuade marketers to shift more money from a single data source. It also has the advantage of Categories that weren’t traditional advertising to the online medium. never using personally identiﬁable information, According to Google, the initiative called not sharing user data with third parties, and ena- traditionally celeb-driven ‘Brand Activate’ hopes to bring in a change in bling users, through Google’s Ads Preferences are banking on the online measurement system for brand mar- Manager, to opt-out. keters. It will integrate useful brand metrics into celebrities now. the tools that advertisers already use to manage ADOPTION OF ONLINE MEDIUM their campaigns. The launch was announced hese metrics have been launched by Google on the company’s ofﬁcial blog by Neal Mohan, Twith the aim to encourage online advertis- vice-president, display advertising, Google. “The digital As part of the launch, two new metrics have been introduced - Active View and Active GRP. camera category Google’s Active View solution measures is young and whether the ad is seen by the user, the time evolving. The spent by the user in viewing the ad and the duration of ad exposure. According to this, customer’s average age is falling.” ALOK BHARADWAJ SUSHIL KUMAR

Thus, this spurt of young actresses is born out of a need to reappraise the digital camera category and make it more appealing. The effort has sound marketing logic behind it, Malik insists.

CHANGING CONSUMER he brands then claim that actresses help tar- Tget young consumers. Sajjan Kumar, general manager, Nikon India says that Priyanka Chopra’s (From left) Das, Upadhayaya and Balasubramaniun: simplifying digital appointment is one such move. Alok Bharadwaj, senior vice-president, Canon Active View occurs when at least half of the ad is ing by brands and marketers. According to many India adds, “In India, the digital camera category is a viewed on a screen for at least a second. digital marketers and connoisseurs, the medium young, evolving category and the average age of the For example, when a user opens a website, has always attracted a step-brotherly treatment customer is falling.” For Canon, it is 22 years now. one sees the display ads placed. To view ads compared to traditional modes of advertising. He further explains that signing Sharma helped placed on the bottom of the page, one has to The paltry marketing budget allotted to the position Canon as a family product. “Traditionally, scroll down. On scrolling, if the user sees half medium is a reﬂection of the trust marketers the digital camera category was typecast as a male- of the ad for at least one second, it is counted as have on the medium. driven one but now we’re seeing some variation. an active view. Suvodeep Das, marketing head, Kaya Skin We’re breaking away from this and positioning the Active GRP solution is similar to the Gross Clinic lauds the move. “These new tools are product for the family, women and the youth.” Rating Point metric used predominantly in a step in the right direction to simplify digital Young female Bollywood stars liberates the category the television industry. It will allow advertisers media buying and planning. Whether it will from the shackles of convention, he thinks. to quickly measure the effectiveness of a cam- work or not will depend on how accurate these Granted that the changing nature of the TG (tar- paign and adjust accordingly. It will focus on measurements turn out to be,” he says. get group) is the reason for this trend but one cannot providing information related to the reach and But there are some who believe that adoption rule out the role played by sheer pressure from frequency of the digital campaign. is going to be a tough ask. V Balasubramaniun, competition. “That the top three camera brands are This metric has two key features. First, it head, technology, Ozone Media, says, “The being endorsed by these girls is partly coincidental is integrated into the ad serving tools that industry is used to the way impressions are and partly due to some compulsion within the cat- the publishers and marketers already use every egory,” admits Bharadwaj. day. It will enable real-time decision making. FRQWLQXHGRQSDJH>> [email protected]

16 afaqs! Reporter, May 16-31, 2012 1(:6',*,7$/ ESPNFC For the Love of Soccer ESPN has launched multi-platform worldwide soccer brand, ESPNFC, which will be available on online and mobile platforms in India. By Nisha Menon

SPN has launched ESPNFC, a brands that want to reach soccer fans. We multi-language and multi-country think we can offer them high quality con- Ebrand for football fans around the tent tailored to their need.” world across TV, radio, online, print and It will also provide unique, customis- mobile. The offering will bring togeth- able digital opportunities for marketers, er all of ESPN’s football properties and who can work with ESPN to reach sports house them under one name. In India, the fans on both a global and regional scale offering will be available only on online using ESPN’s worldwide sales teams. and mobile platforms. On ESPNFC, fans can access Live ESPNFC will add global and regional MatchHQ, a re-imagined and enhanced contributors to ensure coverage of all version of GameCast, which provides live- developments, 24X7. Online and on game experience for those who are not mobile, ESPNFC will have the ability to able to watch the game live. detect where a fan is accessing content, It will also provide data-driven content and deliver locally relevant content for that region The launch has been from the live experience, including real-time scores in the native language. The launch has been and stats and message boards. Additionally, it will timed with the start of the 2012 UEFA European timed with the 2012 feature EURO 2012 Top 40 Player Rankings with Football Championship. contributions from ESPN experts - Ian Darke, Andrew Hall, senior director, digital content, UEFA European Football Steve McManaman, Derek Rae and others. ESPN EMEA, says, “It will allow us to better serve Championship. [email protected] 1(:6',*,7$/ RELIANCE COMMUNICATIONS Painting the Town Blue The social media campaign for Reliance Communications is predominantly a Facebook app, which is supported by an augmented reality game and a Twitter campaign. By Nisha Menon

eliance Communications has launched an A Blue Bot Booster is available on any other extensive digital campaign to support its day of the week for fans to increase the ‘blueness’ Rmainline campaign promoting the two-year of their bots by several points so that the ones collaboration with Google to exclusively market who join late still have a chance to get their hands Android devices in India. on the merchandise and of course, the Samsung The brief to Social Wavelength, the social Galaxy Ace Plus Android smartphone. media agency on the brand, was to establish that Sanjay Mehta, joint CEO, Social Wavelength, one has to be a part of the Android and Reliance says, “The multiple exposures of the brand during 3G world for the best smartphone experience. the social media campaign ensure higher brand As part of the digital campaign, Reliance has recall. A Facebook game ensures that the consum- launched a ‘Be Blue’ campaign on the brand’s ers get to engage with the brand.” Facebook page. The customised ‘Be Blue appli- An augmented reality-based online game app cation’ has been built for a multiplayer game on is also on the cards wherein through a QR code Facebook, where fans play using Facebook tools and a webcam, users will see the blue bot danc- like friend requests sent and accepted, status ing next to them on the computer screen. The updates made using @beblue tag, sharing photos users have to match its steps using commands on the keyboard. Users can also upload their gaming videos on the brand’s YouTube channel and share it with friends. Shivani Suri Dhanda, deputy general manager, and videos to turn their personalised brand and marketing, Reliance Communications, Android bot from green to blue. says, “Drawing from the key insight that people Whoever turns the green are always on the lookout for quick thrills and Android bot blue faster stands to stress busters, the approach adopted on the digital win Samsung Galaxy Ace Plus medium is simply for users to have fun with the smartphones, along with Be Blue brand and create conversions around it.” merchandise. Every Monday, the Reliance has also rolled out a Twitter campaign, Bot again turns green and users enabling consumers to share their own way of have a chance to play and win smart- going blue, using the hashtag #howyoublue?. Mehta: being blue phones all over again. [email protected]

NEO@OGILVY AND MARMALADE DIGITAL Getting Future Ready Neo@Ogilvy and Marmalade Digital have launched DSPs that aim to smoothen digital media buying. By Biprorshee Das

igital media buying in India might as well look forward Dto a revolutionary change, (Left) Singh and Kumar: behavioural targeting with Demand-Side Platforms (DSP) gaining ground in the done a couple of pilot campaigns for advertising agencies, unlike ad net- than specific website ad placements country. Neo@Ogilvy, the digital two of its clients in New Delhi and works (that represent publishers), through real-time bidding. media planning and buying arm of Mumbai, informs R P Singh, vice- and use an automated (software/ “DSPs use behavioural targeting OgilvyOne and Marmalade Digital, president, Neo@Ogilvy. technology) process helping adver- data, collected from cookies and a digital media trading technology On the other hand, Marmalade tisers to buy digital ad space across data exchanges, to identify audi- and service provider, announced the Digital, a relatively new digital tech- various web pages/publishers/blogs ence segments. The advertiser then launch of their respective DSPs in nology company established in 2011 on real time basis. uses that data to define the kind India. The model has gained popu- has just launched its DSP. DSPs enable advertisers and of audience it wants to target with larity overseas and will look to gain DSPs represent advertisers or brands to buy audiences rather its advertising and the amount it is acceptance among advertisers here willing to pay per impression. The as well. Advertisers and brands can buy audi- DSP then bids on the ad impres- Neo@Ogilvy launched its sions using that advertiser’s criteria DSP late April, partnering with ences rather than specific website ad and budget, and serves the ads,” Brandscreen, a leading DSP in the Asia-Pacific region and has already placements through real-time bidding. FRQWLQXHGRQSDJH>>

18 afaqs! Reporter, May 16-31, 2012

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

SANTOOR SAMSUNG ELECTRONICS TANG Marking Santoor’s 25th anniversary, the TVC unveils the The TVC for Samsung Galaxy Y Duos shows the protagonist With the brand message Tang-Acchai Ko Rakhe Taaza, the product’s new identity with a theme film that celebrates cheekily demarcating the world between the have’s and commercial depicts children taking a responsible stand by women. the have not’s and the need to be smart and own a smart recycling waste. phone. Agency: Draftfcb Ulka Agency: Bates National Creative Director: K.S. Chakravarthy Agency: Cheil Worldwide SW Asia Creative Team: Sagar Mahabaleshwarkar, Juhi Creative Directors: Dharmesh Shah, Siddhi Desai Creative Team: Varun Arora, Dinkar Porwal, Vishal Sagar Chaturvedi, Hemant Sharma, Trishna Parkash Director: Vishal Manglorkar Director: Gajraj Rao Director: Vishal Gehani Production house: Milestone Films Production House: Code Red Production House: Ramesh Deo Productions PRINT GE PETER RANKERS The ad depicts the ENGLAND POINT influence of technology Showcasing the With an illustration, on art. A Madhubani brand’s new the ad lists the various painting shows how range of bags, features of the brand the GE Lullaby warmer the ad highlights that will help students helps keep premature the importance of get a rocket-ing start babies warm just after style and looks. for various school and birth. The campaign competitive exams. uses folk art to show ways in which GE technology has impacted lives.

Agency: Mudra India Executive Creative Director: Vipul Thakkar Agency: Srijan Group Creative Director: Deepak Singh Advertising Creative Agency: BBDO India Copywriter: Vipul Thakkar, Karthik Venkat and Sudhir Creative Director: Prabudh Dubey Creative Team: Josy Paul (Chairman, NCD), Sandipan Sukumar Designer: Dharmendra Raghuvanshi Bhattacharyya (ECD), Bharat Khare (Creative Team Leader) Art Director: Manoj Bhagat, Vincent Mathew Copywriter: Ravi Kumar OOH DIGITAL

PEPSI VASAN EYE CARE VESPA Staying true to the brand motto of ‘Change the Game’, Focussing on the products and services offered by Vasan The campaign that aims to educate customers of the Pepsi turned to football from cricket in a bid to promote Eye Care, the hoardings showcase various eye problems Vespa’s legend ahead of its relaunch in India. The the soft drink for the summer season. The hoarding including diabetic retinopathy, cataract, paediatric eye interactive contest is open via OnceUponAVespa.com and features Indian cricket heroes Mahendra Singh Dhoni, care and others. the brand’s Facebook page. It focuses on the brand’s Virat Kohli, Suresh Raina with global football stars, Didier origins, its impact in the world of two-wheelers and its Drogba, Frank Lampard and Fernando Torres. Agency: APB Impact influence on popular culture. Agency: Kinetic Exposure: Indore, Ahmedabad, Vashi, Kolhapur and Exposure: Delhi, Gurgaon, Bangalore and Agra Nashik Agency: OgilvyOne

Got some great campaign that has been published recently? Upload it on afaqs! for the world to see. Visit: www.afaqs.com/advertising/creative_showcase

20 afaqs! Reporter, May 16-31, 2012

DIESEL - FACEBOOK The Flash Mob Fad The apparel brand has launched an extensive campaign on social media to drive the message of heavy discounts. By Nisha Menon

n April 26, around 500 people including a short period of time to inform the users about Diesel India employees and members of the discounts, social media was the obvious choice ODiesel’s Facebook community, changed due to its viral nature.” their relationship status at a pre-decided time. The activity was to mark Diesel’s second anni- This triggered heightened activity on Facebook versary in India. with people posing questions and writing com- Pallavi Barman, marketing and communica- ments. To which Diesel India replied, ‘Single is tions, Diesel Fashion India Reliance, says, “The boring, Twosome is Awesome. Come along to Diesel anniversary is an event created by the dieselturnstwo.com and join the party’. employees for themselves, their friends and fam- The initiative led users to the website, where ily. We believe, we are a bunch of cool, fashionable they could generate QR codes to avail discounts. and well networked people. Hence, the idea of Once the user arrived at the website through using our own FB walls to share and propagate the the Facebook campaign, he/she could generate the sale message. Promotion on social media lends an QR code invites that would get them a discount of 50 per cent at Diesel retail outlets. To increase the reach of the campaign, users could also invite 10 of their friends to avail an additional five per cent discount. This led people to share the QR code on their walls by making it their display pictures event a very underground, clandestine vibe. It’s to get their Facebook friends to use it and avail an like there is something on, and you have to chance additional discount. upon it by discovery.” The message became viral and within two [email protected] hours of activity, the brand received more than 1,000 unique visitors and registrations on the website. The activity achieved an estimated 75,000 impressions within two days of its launch. Form IV (See Rule 8 ) The campaign was designed and executed by digital marketing agency The Glitch. 1. Place of Publication : New Delhi Rohit Raj, right brain, co-founder and creative 2. Periodicity of Publication : Fortnightly head, The Glitch, says, “A status update on rela- 3. Printer’s Name : Prasanna Singh tionship on Facebook generates quick reaction. Whether citizen of India? : Yes Using this insight, we designed a campaign that If foreigner, state the would shock and surprise users, only to be told to country of origin : Does not apply check the website where they could take part in Address : 72, Aravali Apartments, Alaknanda, the activity to generate QR code invites. As we had (Left) Barman and Raj: generating quick response New Delhi 110019 4. Publisher’s Name : Prasanna Singh Whether citizen of India : Yes If foreigner, state the << FRQWLQXHGIURPSDJH with supply side platforms (SSP) such as Rubicon, country of origin : Does not apply PubMatic and AdMeld. Address : 72, Aravali Apartments, Singh of Neo@Ogilvy says that DSPs have Alaknanda, Getting Future Ready... taken time to be established in India, primarily due New Delhi 110019 to the overall low acceptance of digital advertis- 5. Editor’s Name : Sreekant Khandekar explains Hemant Kumar, founder and chief execu- ing here, as well as the fact that very few have the Whether citizen of India? : Yes tive officer, Marmalade Digital. expertise to use the platform effectively. If foreigner, state the country of origin : Does not apply “At Marmalade, we want to focus on control Talking about the pilot campaigns already exe- Address : 565, Mandakini Enclave, and transparency to provide agencies/advertisers/ cuted, Singh says, compared to traditional display Alaknanda, ad networks with better and refined targeting advertising, the model has helped lower the cost New Delhi 110019 through our DSP. Greater transparency would at of acquisition for the agency’s clients significantly. 6. Name and Address : Owned by least mean full disclosure about inventory sourcing, He is optimistic about DSPs’ future in India of individuals who own the M/s Banyan Netfaqs basic understanding of algorithms used to identify and says that education is a constant part of digital newspaper and partners Pvt Limited targets, and identification of the behavioural data media and the agency will continue to do so pro- and shareholders holding 565, Mandakini Enclave, that enhance performance,” says Kumar. moting the platform. Certain evolved advertisers more then one per cent Alaknanda, of the total capital. New Delhi 110019 To access advertising inventory, DSPs usually who are more welcome to change than others will tie up or connect with companies (like digital ad further help the cause, he says. exchanges, site representation firms and online ad “Consolidation is already happening because of I, Prasanna Singh, hereby declare that the particulars given networks), which represent and have tie ups with the sheer number of ad networks in the country. above are true to the best of my knowledge and belief. publishers. In some cases, DSPs tie up directly In a year’s time, I see most ad networks trans- with publishers as well. forming into DSPs or at least launching their own Dated: May 1, 2012 Sd/. While Neo@Ogilvy will use Brandscreen’s DSP,” Singh says. Prasanna Singh technology in India, Marmalade Digital has tied up [email protected] Signature of Publisher

22 afaqs! Reporter, May 16-31, 2012

1(:6',*,7$/

MTV YOUTH MARKETING FORUM << FRQWLQXHGIURPSDJH New Measures

defined today. As an ad network, some- Local Message Board times it is tough to explain geo-targeting to publishers as to why they won’t get At the MTV Youth Marketing Forum experts deliberated on the power of paid for a few impressions as they were social media to target youth to build conversations in order to enhance served in geographies outside the ones defined by the agreement. With the new sharing of information and ideas. By Nisha Menon standard, if we tell our publishers that we won’t be paying for a bunch of impressions as it was never viewed at all, there he MTV Youth Marketing could be a lot of heartburn. Publishers Forum in Mumbai saw market- should use this opportunity to redesign Ting experts from varied fields their pages, remove the clutter and have come together to shed light on the best fewer placements that are visible.” way to get youth involved with brands and campaigns. The theme for this OPPORTUNITIES AND year’s marketing forum was ‘Power of CHALLENGES One’. ith specific targeting tools like Aditya Swami, executive vice-pres- WActive View and Active GRP, ident and business head, MTV India businesses can now make strategies with kicked-off the discussion with the view paign. People came up with their own the objective of gaining screen pres- that content is the king. ideas to drive the Earth Hour campaign ence, brand recall, brand awareness and

He said, “Content is the No. 1 social FOTOCORP through social media.” a positive online reputation, which come currency. To reach different sections Elaborating on the importance of together to convert into revenue. of the population, we need different localising a brand message, Ridley Avijit Arya of Internet Moguls says, “If tailor-made content. This is true for added, “With Earth Hour, we saw that you think outside complex calculations the youth too, as they have the power to different geographical regions have dif- of cost and revenue, measure success in bring about social and cultural change ferent issues. Though the underlying terms of building trust, conﬁdence and due to easy access to internet and social message is of protecting our planet, a positive reputation; then we will see media.” local people adapted the campaign to creative minds getting a foothold back in Swami added that the social media match their need and requirement. the ad world, with businesses realising has brought about a revolution among And social media was a huge enabler in online marketing’s true potential.” the youth to make them ‘one’. He said, localising the brand message.” In the traditional way of measuring “Social media has changed the way we Speaking at the forum, Henry an online ad campaign, advertisers coud function. Brands, too, need to under- Holm, senior vice-president, Rovio lose focus and make wrong decisions like stand this. Marketers must realise that Entertainment, makers of the Angry pushing an ad with a negative impact,

campaigns with global reach and mes- FOTOCORP Birds game, said that heightened while sidelining something with great sage will impact the youth more than a interactivity with the audience is what brand strengthening ability. localised one.” drove the success of Angry Birds. “We According to Arya, online marketing Emphasising on the need to build use a mix of marketing channels to agencies will be encouraged as Google’s conversations and dialogues between promote Angry Birds. They include initiative just made selling the idea of brands and the youth, Swami said, YouTube, Facebook, Twitter and our online advertising easier. He adds, “The “Youth is an empowered generation website to reach out to our consum- only real challenge I foresee is the igno- today, with easy access to information, ers. Licensing and merchandising adds rance of most businesses as they tend large friend circles and internet at their value to our brand as it ensures more to give less than due credit to long disposal. To interact with such an audi- engagement.” term beneﬁts and impress upon short ence, marketers must adopt a strategy Holm added that making a product term gains. Each penny spent online is where participation and sharing takes that is available on multiple platforms expected to convert into revenue, while predominance.” and screens, too adds value. He said, millions are spent on TV just for brand Andy Ridley, executive director and “As marketers, what we need to reach awareness or brand recall.”

co-founder of Earth Hour took stage FOTOCORP the right audience, is to incorporate next with his views on the power of (From top): Swami, Holm social media and the brand message GROWING IMPORTANCE OF social media in running a campaign and Ridley: focus on youth into the product, to enable the con- METRICS sumer to give active feedback. So he lack of a singular currency to technically, instead of a 360 degree marketing mix, we Tmeasure the effectiveness of an Marketing experts from need to adopt a 720 degree approach. Innovation is online campaign and the return on varied ﬁelds came together not about thinking out of the box. The real question investments has kept the marketing is why do you even need a box?” clan away from investing heavily in to shed light on the best way He further added that a brand cannot build a busi- digital. ness with fans only. “Only having a presence on social Debdutta Upadhayaya, vice-presi- to get youth involved with media is not enough. The marketers need to tap the dent, Vdopia Inc. says, “Any certiﬁed medium to get the feedback periodically and incorpo- analytics, which gives a good idea about brands and campaigns. rate the feedback into their product.” the campaign’s performance will help The forum also saw speakers such as Imran Khan, the industry’s growth. Introduction of such as Earth Hour. actor; Chetan Bhagat, author; Simon Smith, digital these metrics indicates their growing He said, “Social media enabled us to take the Earth director, Europe, Interbrand; and Angela Barkan, importance in the marketing function Hour campaign to 152 countries and 6,926 towns and senior director, marketing and publicity, Sony Music, and will go a long way in driving the cities. The virtual cycle of content created turned it among others. adoption of the digital medium.” into the consumers’ campaign instead of our cam- [email protected] [email protected]

24 afaqs! Reporter, May 16-31, 2012

*WEF: 1st June, 2012

ver the last few years, the Bollywood film industry has seen a sea change in terms of storytelling, scripting, direction, casting and many more things. OThe change can be seen closer to our home in the advertising industry as well. A new bunch of filmmakers is gradually rewriting the scripts of ad filmmaking, while churning out some outstanding pieces of work. While names like Prahlad Kakkar, Prasoon Pandey, Ram Madhvani, Abhinay Deo, E Suresh and Prakash Verma continue to hold iconic status, the new set of filmmakers like Ayappa KM, Razneesh Ghai, Vivek Kakkad, Nikhil Rao, Piyush Raghani, Shirsha Guha Thakurta and Ram Subramanian, to name a few, are finding their own place in the industry. Just think of a few popular television commercials in recent times and chances are the younger breed has worked on them - Pepsi - Change the Game to Football, Tata Sky - Poochhne Mein Kya Jata Hain, Kotak - Subbu Sab Janta Hai, Airtel - Bhukkad Friends and many such films have been directed by this new set of ad film directors. afaqs! Reporter discovers the untold story of the new generation filmmakers and the changes that they have brought into the industry.

GENERALISATION TO SPECIALISATION rom the early days of Doordarshan, when Fthe country was first introduced to television commercials, to a few years ago, a good filmmaker’s proficiency was in his versatility, as he was keen and open to take up a variety of work and all genres of films. But today, the trend is towards specialisation. There are directors known only for comedy, some are known for their great sense of visual and musical language, while some have forged a reputation for the use of technology. Sagar Mahabaleshwarkar, national creative director, Bates India, says, “Earlier, we would get show-reels from different production houses, where there was a director who had worked on all kinds of films. But now we get five to six different show-reels from each production house depicting the specialisation of each, saying one director is good at comedy, the other with automotive GOGOL advertising, the third could be perfect at fashion films, while another an ace at visual storytelling.” Ayappa KM, a director who has worked on witty commercials for brands such as Flipkart, Virgin Mobiles and Bingo, is known for his comic timing. Most creative heads agree that for any film with funny scripts, Ayappa is the first choice.

$\DSSD.0 THE WAVE OF NEW )RRWFDQGOHV) The BeginninBeginning:g: OrchardOrchard Advertising, MTV Ad filmmaker sincesince:: 22005005 AD FILMMAKERS KnKnownown fofor:r: Comic timintimingg MeMemorablemorable filmfilms:s: FlipkFlipkart,a While the icons of ad filmmaking are still shining, a few BiBingongo - Balcony, new generation directors are rewriting the scripts of filmmaking. IPIPLL 2, The Times of India - Chennai Wake-Up, AirAirtelte - By Shibani Gharat FrFriendsiends (short ffilms)ilm FOTOCORP

28 afaqs! Reporter, May 16-31, 2012 &29(56725<

Similarly, Vivek Kakkad, the director of TVCs Lowe in the past. such as Tata Sky, IDBI Federal Retiresurance “Because he has been a creative director himself, and Childsurance, and Fastrack (Virat Kohli and he gets a sense of the script pretty quickly. In fact, Genelia D’Souza), is the man for great storytelling. after he moved on to join Chrome Pictures, a few Nitesh Tiwari, executive creative director, Leo of the initial films that he got were from Lowe Burnett describes him, “Kakkad gets the subtlety Lintas,” admits Iyer, while talking about Rao. in a performance beautifully out of a script. He can take a simple script and turn it into a BACKGROUND IS IMPORTANT memorable film.” he fact that many new generation ad While agencies prefer categorising ad Tfilmmakers were writers turns out to be an filmmakers, many of these directors do not like to added advantage. be slotted. Ayappa feels strongly against the idea 9LYHN.DNNDG For instance, Piyush Raghani of Tide - Rumaal of stereotyping a film director into a category. “It &XULRXV)LOPV and Tata Sky - Mobile Access fame started his is wrong to judge somebody because they have career as a journalist with a youth magazine called worked on certain types of scripts. It is important Background: Grey, JWT, Ogilvy India JAM and later moved to Channel V as writer/ that you get out of your comfort zone, so that you Ad filmmaker since: 2008 production assistant. Similarly, Nikhil Rao, who learn so much more and do great work.” has worked on Limca - Pyaas Badhao, was a copy Razneesh Ghai, founder, Asylum, says that Known for: Bringing out the subtlety in a script writer for nine years at Lowe. In order to support agencies tend to categorise the directors to Memorable films: Tata Sky - Poochane Main convince the client, “The agency people do not Kya Jaata Hai, IDBI Federal Retiresurance and go with the conviction that a certain director is Childsurance, Fastrack commercials with Virat Kohli 3L\XVK5DJKDQL5DJKDQL capable of making a different kind of film as well.” and Genelia D’Souza 2OG6FKRRO)LOPVRRO)LOPV However, Ashish Khazanchi, national creative director, Publicis Ambience differs. He explains Background:und: JAM, Channel V, Ten Sports,, STARSTAR News, Disney, why categorisation is important for the filmmakers. filmmakers. And there are several reasons for that. MTV “I have to quickly remember the top few directors One big change is the disappearance of the aura in every genre. So, if you specialise in a particular around the ‘Big’ directors. As Ashish Chakravarty, Ad filmmakeraker since: 20092009 genre, the individual recall will be high,” he adds. creative chief, McCann Erickson Delhi, says, “In Known for:or: Effective interplay Specialisation can be a subject for debate but the older days, there were two kinds of directors. of emotionss the industry seems unanimous that the new age Either they were too big for a script and could filmmakers have ushered in big improvements in reject or accept a script, or they were too small to Memorableble films:films: Ebay.in,Ebay.in, FOTOCORP call the shots.” Bubbaloo - Face Gym,Gym, It’s no longer just a passing of the baton. Rather, Tata Sky - AamirAamir 5D]QHHVK*KDL Khan, Tide - $V\OXP)LOPV there are healthy discussions and bouncing off of ideas between the creative director and the Rumaal Background: TV Production (Movers & Shakers, filmmaker, which in turn improves the quality of White Light Moving Pictures, MTV) the product as well. Ad filmmaker since: 2005 “The big directors moulded a script to make it his theatre acting career in Delhi, Gajraj Rao of their way. But now any form of change happens Code Red Films wrote scripts for plays. Known for: International through mutual consent,” says Chakravarty. “Understanding and adapting a script is far touch In the early days of television, there were few easier if the ad filmmaker is a writer,” Bobby Memorable films: Cadbury film directors and the existing creative directors had Pawar, chief creative officer and managing partner, Éclairs - Rich Brownie, Mountain just graduated from print. Since, the filmmakers JWT India opines. Dew - Darr Ko Maro Dew were more experienced, they had an upper hand Citing the example of Ram (Subramanian), he (Vijender Singh & Sushil Kumar), on this front. says, “Ram being a good writer himself understands Myntra The creative director and the filmmaker now the script and the idea well. Besides, the agency work as a team. Some equate it to the art-copy background helps him in understanding the brand partnership as well. For instance, Abhijit Avasthi, side of the story better.” But it’s not just the national creative director, Ogilvy India prefers to writers. Many filmmakers have come on board work with Vivek Kakkad of Curious Films, just even from TV or film production. like Arun Iyer, national creative director, Lowe The art of ad filmmaking is to marry storytelling Lintas is a great partner with Nikhil Rao of Jamic with the brand message. If filmmakers with an Films. Both Iyer and Rao have worked together at agency background are adept when it comes FOTOCORP to laying emphasis on a brand, those with TV experience also have an edge. terms of craft and a global approach. 1LNKLO5DR Abhijit Avasthi, national creative director, Santosh Padhi, co-chief creative officer and -DPLF)LOPV Ogilvy India, says, “TV operates on low budgets partner, Taproot India says that the Indian ad Background: MX and quick turnaround time. Those coming from filmmakers are today at par with international Advertising, Lowe Lintas TV to ad-filmmaking direct excellent films even if directors, with the rise of young, fresh talent. there are time and monetary constraints.” “These days the exposure to international work Ad filmmaker since: Citing the example of the Tata Sky - Aamir 2009 is more than before. The new directors blend Khan TVC, Avasthi explains how Raghani did a Indian nitty-gritty with an international touch and Known for: Visual brilliant job, despite Khan’s tight schedule. “TV it is amazing how they can bring the two worlds storytelling guys such as Raghani are jugaadu and work smart, together. They know exactly how to make a film Memorable films: in spite of the limitations,” he adds. more contemporary and more international in all Airtel - My Airtel, My Shirsha Guha Thakurta, director, Native Films, aspects, whether it is editing, cinematography or Offer, Limca - Pyaas who moved in from feature films, initially had a music.” Badhao, Birla White Wall problem adapting to the nuances of ad filmmaking. Care Putty - Dandruff She says, “Feature films are more real and NEWER PARTNERSHIPS Parrot, ET Now - Always smiling mothers in ad films annoyed me. Later t seems that the new generation creative directors Thinking Markets I realised that in an ad film, there are so many Iare more comfortable working with the budding things that you subconsciously try to drive into the

afaqs! Reporter, May 16-31, 2012 29 &29(56725<

audiences’ mind. If you trying to cue in ‘happy’, says, “The top-of-the-line people have become 6KLUVKD*XKD7KDNXUWD everything that you show has to be ‘happy’ – from very expensive and are very busy. Hence, they can 1DWLYH)LOPV the lights to the colour of the set and costumes.” be used only for big budget films. But, with the coming in of new directors, even small budget Background: Q.E.D Films, Assistant COST EFFECTIVE films have started looking good,” he adds. to Ram Gopal Varma s any other sector, the economy of scale has A senior creative head says, “Television Ad filmmaker since: 2009 Aplayed its role in this sector as well. Many commercials like Flipkart, which are high on find the new age filmmakers to be cost effective. A popularity today, wouldn’t have been possible Known for: Performance driven films veteran ad film maker would charge around `10- without the new age directors.” 15 lakh for a day’s shoot, while the new generation Ram Subramanian, director, Nirvana Films, Memorable films: Cadbury - directors are available at one-fifth of the cost at shares his experience while he was working with Shubh Arambh, Swimming and only `2-3 lakh for a day. Ogilvy and Neo Sports was his client. Litter, Horlicks - Cool shot, Mia For instance, Airtel’s main film – Har Friend “We were to make a series of films on Neo - By Tanishq Zaroori Hai – was directed by the veteran Ram Sports, for which we approached a few senior

Madhvani, but when Airtel decided to take the ad film makers. I wanted the really funny guys FOTOCORP same proposition through several short films, the with the funny scripts to do the films for Neo Sports. But, the amount of money that they were when there is no work. On the other hand, there demanding was insane. The client did not have that are months when you have so much on the platter. 5DP6XEUDPDQLDQ kind of budget and he encouraged me to direct this You learn to grow with your insecurities and you 1LUYDQD)LOPV1LUYDQD)LOPV film. I teamed up with this person named Mehul, grow more as a human being over here.” who was starting his own production house.” In Piyush Raghani, director, Old School Films, Background: AAkshar,k Grey, Contract and fact, that is how Subramanian turned from an too, feels that it is a very tough, insecurity-led OgilvyOgilvy agency guy to an ad film maker. business for directors. “Many of us get very jittery AdAd filmmakerfilmmaker since: 2008 during a shoot. I am not sure if many will admit ON THE FLIP SIDE it. There are 200 people on the set, around 40 of Known for: Performance-drivenPe films here has been a steep increase in the number them behind the scenes. We are spending someone Memorable films:fil Levis Curve Id, ING Tof production houses over the past few years. else’s money. And then, you have to pretend to Spy & Chor ChaseChase ad, The Economic Times Those working with known production houses know what you are doing,” he concludes. FOTOCORP - Power ofof Ideas and agencies have started their own outfits. Earlier, the film production house was a one- “It has its upside and downside as well. man show. From there it has moved to having Mushrooming production houses have increased multiple heroes. As the business expanded, film new aage directors were found the options for agencies, which has increased the production companies needed fresh talents, while to beb cost effective. With a level of negotiation. But, competition also brings budding filmmakers found the comfort of working seniorsen director, the budget out good work. Whenever a director makes a good under a known brand. wouldw surely have hit the film, I get inspired. It is interesting, there is a drive [email protected] roof.r inside,” says Ghai of Asylum. Satbir Singh, But, with an increase in the competition comes Additional interviews with Senthil Kumar, managing partner and a lot of insecurity as well. Naren Multani, the Shashanka Chaturvedi, Raghu Bhat, Manoj chief creative officer, ex-head of films at McCann and now a director Shetty, Sonal Dabral, Josy Paul, Hozefa Alibhai Euro RSCG India, with Equinox Films, says, “You have months and Ramanuj Shastry

SAMBHAAV GROUP The channel, to will feel as if they are be placed on the will sitting in front of their initially showcase TV sets at home,” he On the Move popular Gujarati says. sitcoms and will be Elaborating on the Sambhaav Group has launched a transit TV heavy on comedy and objective behind the Bollywood content. launch of the channel, channel, titled Wise TV, to tap the audiences Kiran Vadodaria, Vadodaria notes that across Gujarat. By Anindita Sarkar chairman and managing currently, no local director, Sambhaav TV channel provides Media, says, “Wise TV’s significant reach in t a time when TV channels are rather as a satellite television channel viewing experience will Gujarat. fighting to find their requisite which will provide live entertainment be exactly like that of According to a Aspot within the Indian family to about 12 lakh viewers per day a regular TV. Today, Nielsen research carried household, Gujarat-based Sambhaav across key genres such as business, TV viewing away from out for the Sambhaav Group has decided to tap into these Bollywood and sports. Donning home is an established Group, on transit TV viewers through a live transit televi- the tagline ‘TV Bana Humsafar’, phenomenon. We have Vadodaria: TV addict audiences are well sion channel, called Wise TV. it claims to be the first organised, just facilitated it. We educated, wherein 87-94 The channel will be available in government-authorised transit TV will serve real time per cent of the audience 3,500 GSRTC (Gujarat State Road channel in India. It will also have updates on happenings in the state, can recall the brands they see on Transport Corporation) buses specially designed shows to foster nation and the world across issues a transit TV. Also, internationally, connecting important cities across audience interaction, wherein lucky ranging from finance to sports and 31-48 per cent people buy products Gujarat, Maharashtra and Rajasthan passengers will be rewarded. Bollywood, amongst others. Viewers they see on transit TV. “Meanwhile, for collective viewing. The company 71-86 per cent of riders are guaranteed has roped in Amit Ray, ex-president, to be in the same place and same time Lintas Media Group, as director, The channel claims to be the first at least twice a day, five days a week. Wise TV. organised, government-authorised transit This is a jackpot for advertisers,” he The channel is being positioned claims. not as an out-of-home screen but television channel in India. [email protected]

30 afaqs! Reporter, May 16-31, 2012 32,1762)9,(: Should There Be A Copyright On An Agency’s Ideas? Some agencies have been complaining that the ideas put forth by them at pitches get lifted, only to be tweaked and executed by the winning agency. By Ashwini Gangal

0((1$.6+,0(121 0$'+9$1, 7$581.+$11$ $1,/1$,5 6+,96(7+85$0$1 Founder and Chairperson, Spatial Access Head, Marketing, Fiat India CEO & managing partner, Law & Kenneth CEO, TBWA India FOTOCORP FOTOCORP FOTOCORP ENFORCING A COPY- THE BRIEF WILL YES, I CERTAINLY ABSOLUTELY YES! RIGHT WILL BE NEXT TO ALWAYS BE ONE AND BELIEVE SO AND COM- IDEAS, JUST LIKE IMPOSSIBLE AND ANY- WHEN THE BRIEF IS PLETELY AGREE. MOST ANYTHING ELSE, WAY, THE ISSUE IS NOT FOCUSED, THERE WILL OFTEN, THE BASELINE DESERVE A OF COPYRIGHT LAWS. BE SOME OVERLAP IS WHAT GETS STOLEN COPYRIGHT. EVEN IF IT IS MORE TO DO WITH AND COMMONALITY IN PITCHES. THE MODUS THE CLIENT IS NOT THE MORALITY OF THE OF IDEAS. THE IDEAS OPERANDI FOR MANY UNSCRUPULOUS, theft and less to do with its will tend to fall within a similar clients is to call for a pitch of the fact is that if you create an spectrum, with varying creative idea, there must be a mechanism legality. executions. around three agencies, get a by which you copyright it. It’s It becomes morally binding Everything is derived from minimum of 10 ideas, and not always due to bad intent on on the client to go with the the client’s brief and strategy, then hire a cheaper agency to part of clients; several agencies agency that he believes has and finally every communication execute a mish-mash of all can come up with similar ideas. is rooted in the brand’s existing Sometimes it is done by design, done the right job for him, image in the market and con- the good ideas. There has to and at other times it happens by and to not necessarily pick the sumer insights. Thus, once the be a way of getting together default. Either way, the need to best idea. Theft of ideas takes creative ideas are presented, and tackling speculative copyright ideas is a pressing one. place when the client picks there are obviously common pitches. Overseas, the minute a pres- threads. So, I don’t know if the entation is made to a prospective the best idea and asks the issue of copyright is really rel- A pre-emptive arrange- client, all the ideas are put on ‘right’ agency to implement evant in this case. ment is required to deal with a CD and sent to the copyright that idea. Even when the ad is released this. Many times, agencies bureau. In case of a dispute, one If there is a better unity what is the guarantee that it sign a non-disclosure agree- can re-visit that record and prove won’t be copied? It’s common in a court of law that he had orig- among the players in the to see ideas ion every category ment before they get a brief inally created a particular idea. industry and agencies decide which have been executed in from clients. We need to In a country like India, where the that they will not use some- some other category in different get a similar thing, such as a protection of ideas is weak, hav- one else’s ideas, then they can periods of time. Imposing a copy- copyright agreement, signed ing a copyright at the pitch stage right may generate unnecessary would be good. collectively ensure that some- tension amongst people working by the clients that states that Clients do idea shop and a thing is done about this. in the same industry and market. whatever is being presented part of the problem also lies with While legality is difﬁcult to Ultimately, the onus is on the and is still not bought belongs agencies. If we don’t value our implement, a sense of fairness client to be true to the pitching to the agency and cannot be own ideas, no one else will. process. Beyond that, you can’t and brotherhood is something control it much. used without its consent. And agencies can work towards. this should be enforced by an industry body.

afaqs! Reporter, May 16-31, 2012 31 CHROME DATA ANALYTICS AND MEDIA Loosening their Purse Strings Chrome Data Analytics and Media released the second round of data on carriage fees, which suggests that there has been a major correction in rates in the last 12 months. By Prajjal Saha

ven though the government is BIGGEST RISE BIGGEST RISE cent, while for the UHF band, the desperate to put a cap on car- UHF (550 and below) S Band figure is 24 per cent. riage fees, its call seems to be In Kolkata alone, the rate for E 2011 2012 2011 2012 falling on deaf ears. This is evident 20 18 S-Band for a new channel has 18.19 from the fact that Indian broadcast- 18 16 16.2 increased by 76 per cent. For a new ers paid `300 crore more as carriage 14.49 channel which opts for a 100 per cent 16 14 fee in FY 2011-12 as compared to the 14.05 12.61 penetration on S-Band in Kolkata, 14 12 previous fiscal. 12 12% it must pay `10.42 crore, which is 29% 10 In 2010-11, the total transaction 10 about 40 per cent or `3 crore more 8 7.96 of carriage fees for Prime, S and 8 than the existing player. 6 6 UHF bands amounted to `1,600 4.7 5.83 58% The North continues to be the crore, which has now increased to 4 4 most expensive region for broadcast- `1,900 crore. 2 24% 2 ers, thanks to the crowding by the The prime band (old B&W tel- 0 0 Hindi GECs (general entertainment NORTH - EAST - EAST - WEST - evision sets are only equipped with New Launches Existing Deals New Launches Existing Deals channels). However, here, there is prime band) and colour band (chan- little difference between the S-Band nel number 5 and 16-19), which rates for the new and existing play- can accommodate only 17 channels, ers. A new player would have to pay are already packed and booked. It BIGGEST DROP BIGGEST DROP 25 per cent more than the existing is difficult to dislodge the existing UHF (550 and below) S Band player for an S-Band placement. channels from this band as they enjoy 2011 2012 2011 2012 The cost for S-Band in North a very high content pull. So, for any 14 18 India has gone up by 11 per cent, 16.58 new channel, the next option is the 16 from `25.3 crore to `28.03 crore for 12 11.55 S-Band or UHF band, for which the 14 a new player, and for the existing 10 12.89 fight between the new and existing 8.29 12 11.82 players, there has been a 10 per cent players intensifies. 8 7.49 10 22% 9.70 increase, from `20.24 crore to `22.32 Chrome Data Analytics and 6 8 crore. For the UHF band, there has 35% 5.65 18% Media launched its second round of 6 4 data on the carriage fee - Distribution 32% 4 Investments Index (Dii). The study 2 2 suggests that there has been a major 0 0 correction in rates across the nation SOUTH - SOUTH - SOUTH - SOUTH - between 2010-11 and 2011-12. New Launches Existing Deals New Launches Existing Deals “Carriage fees continue to hound broadcasters, and hence Chrome Dii All figures in ` Crores; Source: Chrome Data Analytics & Media, Chrome Dii R2 R2, the objective of which is to simply facilitate smart business plan- For both, new and existing channels, majority of the broadcasters execut- ning on the back of content affinity, the prices have come down by 39 per ed standalone Hathway Hyderabad market segmentation and industry cent and 61 per cent for S-Band and deals, which has increased the booty benchmarks - the key to optimise UHF band, respectively. for Hyderabad. Chennai’s share has “Carriage fees continue distribution investments,” says The drop in prices for Chennai dropped from 56 per cent to 37 per Pankaj Krishna, founder, Chrome has brought down the overall cost cent in the South. to hound broadcasters, Data Analytics and Media. for South India, where the rates of In the East, newer players would and hence Chrome Dii The cost burden has increased S-Band have come down by 22 per have had a horrifying time getting R2 to facilitate smart for the new as well as the existing cent for a new deal and 18 per cent the right placement for their chan- players across North, West, Central for an existing one. A new channel nels. It’s also true that the East saw business planning.” and East regions. The only market can now take up the S-band in the a slew of new channel launches, PANKAJ KRISHNA to have shown a decline in carriage entire South India for `12.5 crore which further increased the new deal fee is the South. Chennai, which instead of `16 crore it paid earlier. rate for S-Band dramatically. For claimed more than 50 per cent of Hyderabad, which was only instance, the rates for S-Band have been a steeper increase in new and the carriage fee collected in the four 4 per cent of the South’s carriage increased by 58 per cent, from `7.9 existing deals in the North. For new southern states, has seen a massive fee market, now claims a 16 per crore to `12.61 crore in the East. players, the rates have increased by dip in carriage fee in the last one year. cent share. Earlier, the Hathway Fortunately, the price for UHF band 29 per cent, while for existing deals This has happened primarily due to deal for Hyderabad was a part of has increased by only 12 per cent the increase is 19 per cent. the government’s revival of its cable the Bangalore Hathway Corporate here. For existing deals, the S-Band While on one hand, the MSOs distribution system. deal, while in Dii R2 (2011-12), the rates have increased by only 6 per are asking for more money, the fact The S-Band in Chennai was avail- is that the number of C&S house- able for `9 crore in FY 2011, the rate holds has decreased due to increasing for the same has dropped by 46 per The carriage fees in Chennai has dipped number of DTH homes (direct-to- cent to `4.85 crore. For the UHF because of the government’s revival of its home). This has increased the cost band, the fall is even steeper - 65 per cent from `6.5 crore to `2.25 crore. cable distribution system. FRQWLQXHGRQSDJH>>

32 afaqs! Reporter, May 16-31, 2012 1(:60(',$ GEC The Key to Success The Indian general entertainment space strongly believes that one big show could change the fortune of a channel. Does it really happen? By Anindita Sarkar

TAR Plus got it right. The success of one show - Kaun Banega Crorepati (KBC) - Schanged the fate of the channel completely. It created several other success stories on the back of this one big show. For nine years, it maintained a safe distance from the competition. STAR inspired others and it became a belief of sort in the industry that one big ticket show could do wonders for any channel. Likewise, in the audiences that already stood generated and Colors, during its launch, bet heavily on Khatron reserved from that one big show. Ke Khiladi (KKK) and it worked. Even Sony made Ashwini Kamat, GM, MediaCom, says, “If you a comeback riding on the success of KBC. consider Colors’ launch, while Bigg Boss and KKR So, while it is true that a big ticket show can aggregated audiences, success only arrived because bestow its magic touch on a channel’s perfor- daily soaps like Balika Badhu or Na Aana Is Desh mance, the motive has its own limitations. In Laado retained those audiences.” fact, over-dependence on one big ticket show can So, here is the economics: a GEC needs a mini- kill the channel as well. It’s true that a big ticket mum of 15 hours of programming every week show attracts people in droves, which eventually only to complete the prime time line-up, assuming facilitates enough sampling for other shows, but commercial breaks of 15 minutes per hour. Now, the channel can only be successful if it gets its (Left) Shah and Kamat: the big game the average cost of a fiction show stands at an esti- economics right. mated `8-12 lakh for 30 minutes of programming. “Often, a channel puts all its resources on the tive formats with the Swayamvar series, the first The cost could be even higher for big ticket fiction production and marketing of one show and com- edition of which (with Rakhi Sawant in it) was shows such as Bade Achche Lagte Hain - as much as promises on the others. But even as the channel a magnum opus TRP success. But, despite the `15-20 lakh per 30 minutes of programming. hopes to ride on the success of that one big show, effort, even the much-rated and talked about Compare this to non-fiction, and the pro- it may not materialise or sustain for long after all,” series could not save the channel from its sudden duction rates are even higher. There is, then says a senior media planner. demise. Why? Because, unlike a STAR, Colors an additional cost of promotion and marketing, Let’s take the example of Imagine TV. To be and now, Sony, the channel did not have a suc- fair, the channel created one of the most innova- cessive plan - and thus shows - which could pull FRQWLQXHGRQSDJH>>

<< FRQWLQXHGIURPSDJH COST PER CONTACT (HOUSEHOLD)* per cent, from 1.1 crore homes to 67 lakh homes. Loosening... Amongst MSO’s, DEN continues CENTRAL S BAND `15.4 `26.28 to command the highest premium per contact per household for the UHF 550 & BELOW `9.3 `18.28 followed by Hathway. The carriage channels. fee for DEN across new channel At an all India level, the cost per launches has risen by a signiﬁcant 44 EAST S BAND `19.5 `22.6 contact per household for a new UHF 550 & BELOW `10.5 `14.36 per cent and 22 per cent for UHF- player has increased by 43 per cent band and S-band, respectively. for S-Band, from `18 to `26. For This is because DEN now com- NORTH S BAND `17.8 `23.15 UHF band, the same has increased UHF 550 & BELOW `10.0 `14.02 mands the highest footprint of by 42 per cent, from `12 to `17. subscribers which translates to 18 For existing players, the cost per SOUTH per cent of all India C&S households contact for S-Band and UHF band S BAND `11.1 `11.88 across chrome reported markets. UHF 550 & BELOW `7.8 `6.92 has increased by 39 per cent and 37 Chrome Design & Media proper cent, respectively. vides consultancy to broadcasters WEST In FY 2011, the cost per contact S BAND `13.1 `24.17 on optimising distribution carriage per household was the highest for UHF 550 & BELOW `9.2 `15.23 fee investments. Each average in the the North. However, in the current Source: Chrome Design & Media * Based on renewal deal Chrome study took into account six round, Central India has taken away Note: Though, the S-band rates in Central India have only increased by 8 per cent as compared to deals per network with a maximum the top spot. Though the S-Band 58 per cent in the East and 11 per cent in the North, the cost per contact in Central India is still high. variance of 15 per cent from the rates in Central India have only This is because the number of C&S homes in this market has decreased by 38 per cent. mode. increased by 8 per cent as compared Dii is worked out on the basis to 58 per cent in the East and 11 per `18 to `30 - a jump of 73 per cent. In for a new player has increased by 58 of deals done by broadcasters over cent in the North, the cost per con- the UHF band, the cost per contact per cent, resulting in the increase in the last one year. An average of six tact is still high. This is because the for an existing player has almost dou- the cost per contact on S-Band by 74 solo deals per cable network is taken number of C&S homes in Central bled from `9 to `18. per cent. into account. It includes investments India has dropped by 38 per cent. In In the East, the number of C&S The West too has been a massive for S band and UHF band (550 and Central India, the cost per contact households has decreased by only drop in the number of C&S homes. below). per household has increased from 9 per cent but the rates for S-Band Here, the ﬁgures have fallen by 40 [email protected]

afaqs! Reporter, May 16-31, 2012 33 1(:60(',$ ABP/STAR What Lies Ahead? It is expected that at least for the 4-6 weeks following the Star to ABP change, the channels, especially ABP News and ABP Majha, are sure to experience volatility in viewership. By Anindita Sarkar

ffective June 1, Media Content & This, in turn, could increase the sampling of in the news channels’ status - from being a Communication Services (MCCS) will other channels, thereby attracting the loyalists to STAR-identified product to an ABP - could bring Etake off the STAR quotient from its televi- find comfort in competition. in some insecurity into the channel employees. sion news channels and dress them with their new “Since the change is happening at the same Consequently, if the people chose to quit, identities - ABP News (currently STAR News), time when India TV is steadily graduating towards especially the faces of the channels (read editorial), ABP Ananda (currently STAR Ananda) and ABP better content (being viewed by SEC A and a huge debacle could follow. Majha (currently STAR Majha). B too, now), the STAR News loyalists could “While the change will initially confuse people, MCCS is also crafting an eight-week the relatable faces on the channels have the potential communication campaign around the revamp to bring back the drifted audience. However, if the with the central message - ‘Our Stars don’t faces choose to leave, the relatability will die and change, our News does not change, only our thus, the brand building will have to start from name changes’. scratch,” they say. Even as MCCS is aggressively gearing up Praveen Tripathi, chief executive, Magic9 to endorse this change, will the STAR-drop Media & Consumer Knowledge, however, has a impact the overall news brand? afaqs! Reporter different take. explores. While he sees a major fluctuation in viewership The answer is simple. At least for the 4-6 in the initial weeks post the change, he does not weeks following the change, the see the transition afecting eastern parts of India. channels, especially ABP News eventually shift to India TV,” says “ABP is an extremely renowned brand not just and ABP Majha, might surely Pratik Rathod, senior investment in West Bengal, but even in the other parts of East see a drop in viewership, which director, Maxus Global. India. As a result, the change will have its least could be massive. And here is the According to Samit Sinha, effect in this side of the country and in fact, could reason why. managing partner, Alchemist turn out to be a positive transition”, he says. Brand Consulting, while ABP’s IMPACT ON VIEWERSHIP brand popularity is limited to West AND SO THE IMPACT ON ith the change in name, Bengal, STAR is a well-known ADVERTISING! Wthere will be two brand, nationally. vidently, with a possible fluctuation and fall perceptions at play. A set of the “And since for many viewers Ein viewership, many experts see advertisers viewers will believe that the beyond Bengal, ABP means only a taking a step back to re-evaluate investments channels are new, which would random set of letters, there will be and note the viewership swing. Many think if instantly break the loyalty base, a struggle to get national eyeballs the channels remain consistent with its content, another will choose to drift from with the identity change - at least the core audience will eventually return having the channel thinking the change in the initial phase,” he says. sampled other channels. Nonetheless, if a comfort would affect the overall content Many industry experts, point too. Sanan: Welcoming change out aninteresting fact. The change FRQWLQXHGRQSDJH>>

34 afaqs! Reporter, May 16-31, 2012 352),/( _1(:6 SUBHAS WARRIER I EVP AND HEAD - SOUTH I LINTAS INITIATIVE MEDIA << FRQWLQXHGIURPSDJH What Lies Ahead?

zone is found in other channels, there could be some switching loyalties for good. Tripathi opines, “It also depends The Wanderer on the ad sales team. If the ABP ad sales team takes over, some relationships with older clients could be affected. But if the team stays the same, the loss could be minimal. After all, ABP signiﬁes a stronger equity in news when compared to STAR, which is largely seen as a GEC-specialised entity, with news as an added offering.” If the channels remain consistent with content, the core audience will eventually return.

By Nisha Menon the biggest brands. I worked on brands like Emirates, British Petroleum and Sensodyne, which helped me ubhas Warrier recently took over as the executive vice- develop my advertising knowledge. As a budding president and head, South at Lintas Initiative Media media planner, this was the best opportunity, being Stakes afaqs! Reporter through the twist and turns in exposed to Europe and Asia in good measure.” his life. After spending six years at Oster, Warrier returned ‘Samvo Manámsi Jnánatam’ (Together, with our to India in 1993 to join HTA (now JWT) in Chennai minds, may we understand) – Rig Veda as the media planning supervisor. He moved to Ogilvy “This quote from the Rig Veda is my inspiration”, Bangalore in 1994 as group head and within a year was avers Subhas Warrier and this is probably what will promoted to head Chennai, where his specific mandate help him fulfill his mandate at Lintas Initiative Media. was to direct the Ponds skincare business. “I built my “We moved to Mumbai from Kerala in the ’60s reputation as an aggressive media professional here (L) Rathod and Tripathi: fortune-tellers when my father came to the city to pursue his dreams. along with winning new accounts,” he says. We lived in a typical ‘small’ house in Santa Cruz. I Warrier decided to move on in 2000, when the Ponds specify ‘small’ because in my view, business was consolidated and shifted MCCS DEFENDS! middle class is a term that has been to Mumbai. A true wanderer at heart, eeraj Sanan, executive overused,” recalls Warrier. he joined Mindshare in Jakarta as the Nvice-president and head, His first taste of independent life “At Ogilvy, general manager handling Unilever. marketing and distribution, MCCS came when his father moved to Dubai He headed to Dubai once again in explains that the viewership and and he headed to a boarding school in I built my 2002 for a short stint at Mindshare thus ratings of any news channel Mumbai. “That is where I understood reputation as as director on the Unilever account primarily depend upon five factors what independence is all about,” he handling deodorant, oral, skincare and - brand name, people (anchors and says. an aggressive food segments. reporters), programming, visual Warrier later joined his family in In 2004, Warrier tested his identity and the stand it takes. Dubai to finish his schooling. He media entrepreneurial skills and launched “Here only one thing is changing returned to India to pursue a bachelor’s his own venture. Alongside, he took - the brand name; the core strength degree in physics from Calicut, Kerala. professional.” up an assignment with Air Arabia as of the channel remains intact. We are After graduation, Warrier returned the media director. sure, in the short term, the habit of to Mumbai in 1983, taking up his first He wound up the venture watching the channel will translate job at Auto-Dialers and Directory as a salesman. “This and joined a local media firm, Zaman Marketing into brand loyalty and in the long- was my first experience in hard selling,” he says. Consultancy, as media director. Warrier started yet term, that brand will become a Thanks to his friends and grand uncle, whose another venture Eye-2-Eye Media, in association with habit. We, hence do believe that expertise in literature resulted in long conversations Zaman in 2007. the viewership fluctuations will be about literature, art and films, Warrier soon developed Warrier moved back to India in 2010 and joined minimal,” he says. an interest for advertising. A friend’s library Denstu Media as vice-president heading Mumbai. MCCS states that the company membership gave him the first lesson on advertising Ask Warrier, where he sees himself a few years is committed to its advertisers and with the book Confessions of an Ad Man. down the line, and he shrugs, “Writing a book or may viewers. It has taken requisite actions Warrier’s first ‘proper’ advertising job was as an be farming near Coorg. One cannot plan life.” learning from several successful account executive at Clea Advertising that he bagged Having been taught Carnatic music by his mother transitions in India and will ensure at a friend’s reference. After a short stint, he moved as a child, he wishes to take it up again: “Age should a smooth migration of viewers so to media planning and buying in 1987 at Oster Ads not be a limit. Music is something I love. And I would that the business proposition to in Dubai. “Oster Ads was a well-kept secret as no one love to explore Carnatic music again.” advertisers remains constant. knew about the agency though it worked with some of [email protected] [email protected]

afaqs! Reporter, May 16-31, 2012 35 1(:60(',$ AL JAZEERA ENGLISH Preference Matters Al Jazeera English prefers subscription over ads but does it work in India? Will it turn out to be an intelligent step? By Raushni Bhagia

atar-based Al Jazeera English’s (AJE) India foray sure had been a challenging Qone. However, as slow and silent as it may be, the challenges seem to have only fuelled the channel’s India focus even further. With an aim to increase its reach from 25 million homes to 100 million Indian television homes (70 per cent of the total 148 million television households) in the next one year, AJE has decided to up its India-centric content by up to an hour every week. Consequently, the channel has launched a documentary series titled Indian Hospital, which will initially have a six-week. Anmol Saxena, bureau chief, India, Al Jazeera English, says, “We are also looking forward to documentaries as and when there is an interesting plot. We either commission them or get them made in-house. Since we have a single global (Left) Saxena and Hosker: Getting it right feed, we have to keep the local content limited and relevant to the global audience. However, smaller cable operators) levels in India. The MSOs there will be more India-based content included are not yet targeted by us.” The channel claims that in shows such as 1O1 East and People & Power.” AJE aims to increase its of the 250 million households that AJE reaches out Not to forget that the channel recently tied up reach from 25 million to globally, 10 per cent are from India. with two major DTH platforms (Dish TV and So, does this increased focus mean that the Tata Sky) to increase its footprints across the homes to 100 million channel is eyeing a signiﬁcant ad revenue pie from nation. local/domestic advertising? Says Diana Hosker, head, distribution, Al Indian TV homes in the Not really. AJE claims that the channel has Jazeera English, “We have started expanding from the upper (through DTH) and lower (through next one year. FRQWLQXHGRQSDJH>>

<< FRQWLQXHGIURPSDJH must,” says Sejal Shah, executive chiefly rides on three basic factors may anyway slow down in delivery vice-president, VivaKi Exchange. - to create an initial buzz and thus at any given time. (Commitment of The Key... Here is an interesting exam- sampling; to generate big revenues FCT means that the channel would ple. KKK, the first reality show on through sponsorship deals; and, to ask an advertiser to take up a fixed which is at par with the episodic cost. Colors, contributed an average 17 use the property as a platform to number of secondages on a serial For non-fiction shows, the cost of per cent to the total weekly GRPs. build its other shows and formats. for the episodes for specific given marketing is an issue as the challenge During the same weeks, Balika Vadhu Also, the ‘big ticket’ property pri- week/weeks. For example, if Bade is to bring in large number of people contributed an average of three per marily stays within the non-fiction Achche Lagte Hai is sold for `24 lakh for a shorter period. Often, the chan- cent of total channel GRPs. genre, and has a short term objective per week, then Sony could ask for nel exceeds its budget for a big ticket “Balika Vadhu’s channel GRP since it is a route for channels to gen- a 10 week commitment from the non-fiction show and to compensate contribution increased to an aver- erate maximum revenues through advertiser on the given rate, thereby compromises on its other properties. earning significant revenues without However, other shows are equally giving any guarantee that the show important to sustain the channel in Big ticket show is primarily non-fiction would not dip in viewership within the longer run. And therefore, any and has a short shelf life but it generates that period.) channel that loses focus on the sup- And, since advertisers primarily porting programming, fails. revenue through premium selling. look at two things before investing Media experts state that a channel - reach and certainty - they get on has to have a successive plan to ride age of 14 per cent as soon as KKK premium selling. “Since big advertis- board believing that this would at on the big show hype and this has to went off air in Week 34 of 2008,” ers have already bought too much least bring in a strong visibility, at come with a sustainable fiction show. says Vikas Khanchandani, director, inventory, they have no other option least for three months. “A channel has to slowly build its Aidem Ventures. but to come on board as sponsors for Think: Zee TV charges an esti- line up for a regular steady growth, Nevertheless, currently, Balika that one property,” says Shah. mated `2 crore for title sponsorship, which can come only from a good Vadhu contributes an average 10-11 According to market experts, while the associate sponsorship fiction property. So, while a big ticket per cent of the total channel GRPs often, top channels demand com- spot is sold at an approximate `1.5 show will create the requisite buzz and the trend is consistent since July mitment of FCT (free commercial crore. Star Plus is charging anywhere for the player and also help gather 2008, since the channel’s launch. time) even on fiction shows. With between `6-12 crore for sponsors the much-required initial audience When a channel chooses to launch this, the advertiser ends up spending deals for Satyamev Jayate. sampling, a good fiction feed is a a big ticket property, the decision `5-6 crore on one show alone, which [email protected]

36 afaqs! Reporter, May 16-31, 2012

1(:60(',$ TRAI Fanning the Flames? Experts state that following TRAI’s new tariff order, the bigger DTH players will have to review their payment system. By Raushni Bhagia

f the onset of digitisation is sure to wage a war between the DTH players and local digital Ioperators, the new tariff order from TRAI will add the requisite fuel to this much talked-about ﬁre. According to TRAI’s latest amendment, all channels including pay and free-to air will be offered on a-la-carte basis to subscribers. Not to forget, there will be a Basic Service Tier (BST) that will consist of a minimum of 100 free-to air (FTA) channels. Of the 100, 18 channels will belong to the public broadcaster DD along with Lok Sabha TV, while the remaining will belong consolidate and reg- digitisation in India, the DTH players will either to other popular genres such as current affairs, ulate the pricing by have to shift their complete focus to SEC A, A+ infotainment, sports, kids, music, lifestyle, movies the DTH and digital viewers or cut their existing prices to half. and general entertainment in Hindi, English and operators to a large Consider this: currently, cable operator charges regional language of the concerned region. level.” He explains `150-200 for a pack of 70-100 channels across The order also states that while the multi-sys- that in the case of India. Not to forget, to build an initial customer tem operator (MSO) has to offer the BST, it is not digital platforms, base, the cable operators in smaller towns and cit- mandatory for the subscriber to subscribe to the “The move will the cost of transmis- ies also start their business with a free offering for BST but instead he can form his own package of spur the process sion doesn’t increase two months or a nominal cost of `50-60 for the a maximum of 100 FTA channels. And whatever with the number of same pack of 70-100. Now, compare this to DTH the case be, the MSO cannot charge the subscriber of digitization in channels. “Since an and (approximately) the same number of channels more than `100 per month. India.” analog operator can- are offered at almost double the rate. The package Experts opine that while the move will bring K JAYARAMAN not carry more than charges on Tata Sky and Dish TV start at `180 per in more power into the common man’s hand 50-60 channels on month, wherein about 100 channels are offered. and proﬁts into the MSO’s and LCO’s account. a single bandwidth, For Airtel and Reliance, the 100-channel package The bigger DTH players, in that case, will have the cost increases offer starts at around `160. to review their tariff and will be under pressure. with the number of channels,” he notes. S N Sharma, CEO, Den Networks, says, Pawan Jailkhani, executive vice-president, revenue, K Jayaraman, CEO, Hathway Cable Network, 9X Media Group, says, “The new tariff order will says that while the move will spur the process of FRQWLQXHGRQSDJH>>

LOKMAT With the initiative being noticed in Nagpur, the campaign spread across the state on the request of corporators from the respective cit- Finding a Cure ies. The campaign was backed by Started in Nagpur, Horn Bajane Ki Bimari, editorial content and ﬁeld activities, Lokmat Media’s social initiative attacked excessive too. People were appealed to pledge their stand by sending text messages honking on streets. By Biprorshee Das to a short code. Among other on-ground activi- any complain. Few act. ularly in the metros and tier II cities ties involved employees of Lokmat Lokmat Media took up a of the country. coming together at each unit, Mcause that has long irritat- To create curiosity, Lokmat vowing to shun honking. Group ed citizens - unnecessary, excessive launched a teaser campaign across photographs of the same were pub- Radio Mirchi and IBN Lokmat. honking on the streets. With a social media posing the question - ‘Are lished in Lokmat publications to Lokmat Media also took the cam- campaign titled Horn Bajane Ki you suffering from HBKB (Horn drive the message. About one lakh paign to its digital properties online. Bimari, Lokmat Media began the Bajane Ki Bimari)?’, ‘Have you got bumper stickers were printed and Mandir Tendolkar, VP, mar- initiative in Nagpur that gradually yourself treated for HBKB?’ and pasted on vehicles, too. keting, Lokmat Media says the covered Aurangabad, Ahmednagar, ‘Stop the spread of HBKB’. Students from schools and col- campaign’s success was triggered by Nasik, Jalgaon, Mumbai, Pune, Having generated interest about leges too were approached, making the way the marketing and editorial Kolhapur and Solapur. the ‘disease’, Horn Bajane Ki Bimari the youth a part of the campaign. worked together. Having taken the The objective behind the cam- was revealed on a single day on all Signature campaigns were also thought leadership, Lokmat Media paign was to educate the people media across Maharashtra. Lokmat launched across the state. will ensure that the campaign con- about the ill effects of honking and Group carried a two-page innova- The campaign has been support- tinues further, she adds. bring down noise pollution, partic- tive jacket about HBKB. ed across media by Bright Outdoor, [email protected]

38 afaqs! Reporter, May 16-31, 2012 1(:60(',$ COLORS STAR INDIA Bollywood Attracting Eyeballs Time All is Well, on the lines of Dr Oz, will talk about different diseases, their symptoms and a healthy lifestyle. News Bureau Operational under the ‘OK’ brand, STAR India iacom18’s general enter- has launched a new movie tainment channel, Colors, Vhas launched a health and channel. By Anindita Sarkar wellness show that aims to tap the family audiences on the Sunday afternoon slot. The new show, christened All is Well, is based on the American show Dr Oz. It will talk about the symptoms and remedies of common diseases, ﬁrst aid tips and easier ways of prevention. It will also provide tips for healthy shopping to women. In the initial phase, All is Well, hosted by Dr Sonu Ahluwalia, an TAR India, the biggest television orthopaedic surgeon from the US, broadcaster in India, which operates will run for 20 episodes. Sunder the Rupert Murdoch-owned News Corp, has launched its second Hindi Salman Khan with Dr Ahluwalia in the first episode movie channel, Movies OK. “It takes the deals with such questions. Secondly, our aim is to Operational under the ‘OK’ brand, the Sundays 12 noon spread awareness about the different unusual health channel was launched on May 6 and is problems. For example, if there are 100 people headed by Hemal Jhaveri, general manager, slot, when the suffering from similar symptoms, which they are STAR Gold. entire family gets unable to talk about, one person talking on the TV Even as the combined library of the together, thereby about those will help remaining 99 to understand movie channels, STAR Gold and Movies the problem better.” OK, will boast of more than 1,000 titles, building our When asked if celebrities would be brought on the content on both channels will be distin- weekend viewing.” the show regularly to attract viewers, Ahluwalia guished from each other. Movies OK will adds, “The only celebrities on the show will be the focus on family audience wherein the focus RAJ NAYAK ones who wish to share their personal experiences, will be more on genres such as comedy and their personal health issues and the precautions that less of action. With this, the Hindi movie The show will be divided into different segments, must be taken with the audience. To name a few, we genre will now have 11 channels competing including question and answer sessions, and sharing have the Roshan family on the show, talking about for the pie. the experiences of patients. Celebrities on the show Suzzane’s cervical cancer and how the family dealt Movies OK will be the second product will talk about the illness that they have suffered and with the hardship. Also, Sania Mirza will talk about from STAR that will function under the how they dealt with the situation. the injuries she suffered and the precautions that ‘OK’ brand. STAR Network launched Life While admitting that the Indian audiences may should be taken. We have aimed to make the other- OK, its second GEC, on December 18, not be very open to talking about their health issues, wise heavy health talks to be dealt in a lighter way, 2011. Targeted at the urban youth, the Dr Ahluwalia explains, “The show is not entirely including puzzles, quizzes, work-outs and dance on channel was earlier operational as STAR about asking uncomfortable questions. It has dif- the show.” One. ferent segments and one of the interactive segments FRQWLQXHGRQSDJH>> [email protected] 1(:60(',$ PUNJAB KESARI Expanding the Horizon The Punjab-based daily is all set to enter UP and Uttrakhand by this year end. By Sumantha Rathore

indi daily Punjab Kesari is eyeing newer Kesari plans to increase its presence by entering markets for expansion and is expected to other cities such as Ganganagar, Jodhpur, Udaipur Henter Uttar Pradesh and Uttarakhand by and Bikaner in the state. the end of this year. Talking to afaqs! Reporter about the plans The newspaper has acquired land and is in the and whether the name ‘Punjab Kesari’ gels with process of setting up facilities in Noida, Meerut, the local population of the two states, Ashwini Ghaziabad, Lucknow, Dehradun, Bareilly and “Punjab Kesari Kumar, director and editor, Punjab Kesari, says, Agra. The group will launch two editions - one has a high “We have been reaching out to western UP for UP and another one for Uttarakhand - with through our Delhi edition for some time now many sub-editions. Punjab Kesari will use CTP resonance with and the acceptance level has been very good. The (computer-to-print) systems to minimise manual the readers brand name Punjab Kesari is very strong and has a intervention. high resonance with the readers across the coun- Each sub-edition will have a mix of national even in other try. Therefore, it doesn’t make sense to change or news and international news, with 10 pages dedi- states.” alter it.” cated to news from UP/Uttarakhand. Apart from ASHWINI KUMAR The group also plans to raise `150 crore through the main edition, each edition will have a local PE funding and issue fresh equity for stake dilu- supplement that will carry local news of the area. tion. The money raised will be used by the group Altogether, there will be ﬁve such pullouts for (Uttarakhand). The Lucknow facility will act as a for its plans to increase its presence in North India Meerut, Ghaziabad, Lucknow, Dehradun, Bareilly hub for the UP edition. in the next few years. and Agra. The group is also looking to expand its presence Punjab Kesari, started by Lala Jagat Narain in While the edition to be printed in Dehradun in Rajasthan. Currently, it has only one edition 1965, has editions in Punjab, Haryana, Jammu and will reach up to Mussoorie, the facility in Bareilly in the state but moving forward, once the UP Kashmir, Himachal Pradesh and Chandigarh. will cater to some cities of UP and also Nainital and Uttarakhand plans are implemented, Punjab [email protected]

92.7 BIG FM << FRQWLQXHGIURPSDJH New Format Attracting Eyeballs Raj Nayak, chief executive officer, Colors, says, 92.7 Big FM has launched a travelogue format show titled, Big “We are looking forward to explore wellness as an Chhutti, specially conceptualised for the summers. News Bureau edutainment concept for the channel. It takes the Sundays 12 noon slot, a time when the entire family gets together, thereby building our weekend ith the summer season setting in viewing.” across the country, 92.7 Big FM has Apart from the new format and concept, the Wa unique new concept to offer its unusual time slot has also attracted attention. While listeners in Madhya Pradesh, Uttar Pradesh and there were critical comments about the Sunday Jharkhand, designed particularly for the season. morning scheduling of Aamir Khan’s Satyameva With a new show, Big Chhutti, the radio station Jayate (Star Plus), the GECs, at the same time, has introduced the travelogue format, so far apparently plan to try the same pattern. popularised on television, into radio content. Big Chhutti will be aired Karthik Lakshminarayan, chief operating offic- The show offers its audience an experience er, Crest - Madison Media, says, “The concept of a of various tourist spots in India that one wishes in the mid-morning band wellness show is fair enough. I think the audience to holiday at. will like it and they will be interested in this new Dedicated to listeners who wish to holiday in across 11 stations. kind of show. There have been different types of hill stations, Big Chhutti has a radio jockey travel shows in the past like Sach Ka Saamna and the audi- to destinations such as Nainital, Mussoorie, On the new show, a company spokesperson ence has given them a fair chance, too.” Kasauni, Jim Corbett, Ranikhet, Dhanaulti, says, “It is a pleasure to organise a travel show on Amit Ray, media consultant believes that it is Dehradun and Haridwar, among others and radio, which not only caters to those deprived not necessary that everything served on the platter offer first-hand experiences of the destinations. of travelling during vacations but also enables would be welcomed by the audience. The locations have particularly been chosen as would-be travellers to plan their holidays ration- He says, “It’s not about the new show or the ones that are much sought after as summer holi- ally. Radio is a local medium and this is part of new concept. Some people may like the show, day destinations. our endeavour to offer audiences an opportunity though it can’t be said at this stage whether the The show details various attractions of a par- to enjoy a varied platter of content that makes for numbers would be significantly large. A segment ticular place, along with accommodation, food, relevance to audiences of the region.” of people would want to know about such stuff, transport and shopping options. The show offers marketers, particularly of while some of the audience would watch the Continuing through the month of May, Big travel and electronic brands, an opportunity to show for the knowledge related to remedies and Chhutti is aired in the mid-morning band across connect with a relevant audience base. preventions.” 11 stations of the three states. [email protected] [email protected]

40 afaqs! Reporter, May 16-31, 2012 1(:63(23/( '(),1,1*020(176

this is one singular lesson that has had a profound PARITOSH JOSHI effect on me. I still believe that designations are EX-CEO, STAR CJ NETWORK volatile and cannot forcefully command respect. Rather, designations become a burden on the person – you realise that people don’t talk to you; they talk to your designation. It’s about Another thing that I learnt from both my father and grandfather was the value and joy of language. Language is not an axe, which you can Respect and use to hack a meaning; rather you use it to sculpt.

IIM AHMEDABAD Relationships y next deﬁning moment was the decision Mto study management. I took the Common Admission Test. IIM Bangalore rejected me, while IIM Calcutta put me on the waiting list, and I got through IIM Ahmedabad. It’s here that I made my life-long friends - people who continue to be very important in my life. Not to forget, together, we fought the estab- lishment there. We were into music and theatre, and did it incessantly. Because we were difﬁ-

FOTOCORP cult, Sameer Barua, the director of IIM-A, still remembers me! he former chief executive officer of STAR CJ Network India, Paritosh Joshi, talks about “Designations are MY FIRST JOB T the defining moments of his life. think I was lucky. I got into Richardson volatile and cannot I Hindustan (now Procter & Gamble India). NASIK TO PUNE Those days, you could not Google a person to had just completed ICSE in 1978. I was in forcefully command know what his interests were. So, you could not INasik then and the place did not have much prepare for an interview. My final interview was scope for higher education. So my parents decid- respect” with Gurucharan Das, chief executive officer of ed that I should move to Pune, a city with good the company and I had no clue about this man. colleges. My grand-dad lived there. interested in. As the interview got over, I told him that I do not In Pune, I joined Fergusson College in class The second turning point of my life was also read marketing books. He told me, “You know 11 and here came my first defining moment. at the same time, when I came to stay with my Paritosh, there is more human insight in one well Those days, if someone pursued science, he was grandfather, a man who was and continues to written book than in a shelf full of marketing considered to be reasonably bright as he could remain a source of great inspiration. He was a texts. Keep reading.” I do not read management further take up medicine or engineering. Even in fauji who fought in the Second World War. He books till date. Overall, my P&G experience says my class, those who had reasonably good grades taught me a very simple and basic value, albeit that it was and is a very collegial place that has a took up science, while I was already a contrarian. an incredibly important one. He said, “Respect tremendous sense of belonging. I opted for arts with mathematics, which I was should be commanded and not demanded!” And As told to Anindita Sarkar

RBNL fiction, reality and movies based on action, similar to that of AXN but in Hindi. Action in Hindi The network has signed strategic deals with various international The new Hindi channel, christened Thrill, will host content providers for global formats action-based content including fiction, reality and and series across a variety of genres, including action reality, action movies. The Hollywood movies will be dubbed for thrillers, fighting and wrestling the Indian audiences. News Bureau championships and extreme sports, Big CBS Spark and the regional among others. It also plans to build a channel, Big CBS Spark Punjabi. Tarun Katial, CEO, Reliance he joint venture (JV) between Broadcast Network, says, “Our new Reliance Broadcast Network channel will fill a need gap in the T(RBNL) and the European entertainment space and our propo- entertainment network RTL group, sition, backed by consumer insights, has announced its new offering, will resonate excellently with viewers Thrill. The channel, slated to be and marketers alike.” launched in June, will target male RTL Group is a European audiences in the age group 15-40 entertainment network, which has years in the Hindi speaking markets. from RTL Group’s production arm library of Hollywood action movies. interests in 46 television channels and The JV was signed in May, 2011 FremantleMedia; along with the This is RBNL’s second inter- 29 radio stations in nine countries and the plan includes two English action-based channel which primar- national joint venture. Earlier, the and content production throughout TV channels; a reality channel ily targets male viewers. Big-CBS JV launched channels such the world. with international content, mainly Thrill’s programming will include as Big CBS Prime, Big CBS Love, [email protected]

afaqs! Reporter, May 16-31, 2012 41 1(:60(',$

THE HINDU GROUP << FRQWLQXHGIURPSDJH Fanning the Flames?

Glossy Avatar “While with the move, it’s the subscribers that will benefit the most, there will be a tough fight Titled ‘Watches, Luxury & Beyond’, the monthly pullout will be to maintain a tight grip on them. Also, I feel that distributed on the last Saturday of every month. News Bureau the LCOs and MSOs will have an upper hand on customer choices.” The new tariff order has prescribed a 55:45 he Hindu Group lery, luxury fashion brands, (MSO:LCO) revenue share ratio in case of BST of Publications and luxury travel and life- and FTA channels and of 65:35 (MSO:LCO) Tlaunched a glazed style brands. Brands such as revenue ratio in case of the pay channels or a tabloid on April 28. Titled Breguet, Omega, Versace, bouquet of pay channels. Watches, Luxury & Beyond, Victorinox, Mercedes and Jailkhani notes that the new tariff system will the monthly offering will Classic Collection from also be profitable for independent channels that be published on the last GRT have already come on Saturday of every month board as advertisers. and will be distributed across On an average, the issue An MSO cannot charge seven markets along with will have 20-24 pages, a subscriber more than The Hindu and Business including content and ads. Line. The format will also `100 per month. While in Chennai the focus on collages, trend supplement will be circulat- meters and snapshots on the are not a part of any network. Content will rule ed along with The Hindu, in important moments in the the subscriber selection and not the bouquets Delhi, Mumbai, Bengaluru, world of luxury. since all channels will be available on a-la-carte Hyderabad, Coimbatore and The pullout is targeted at basis without much pricing difference. Kochi, it will be distribut- high net worth individuals, He says, “For example, consider a channel ed with Business Line, the corporate managers and dis- like Tashan that is not a part of any major pack- business daily of the group. cerning buyers, and aims to age. So, if I buy a package for `200 and subscribe The glossy tabloid will have be a one-stop shop for infor- for Tashan individually, it costs me an extra `10 a total circulation of 3.50 The glossy tabloid will mation on the finer things a month. lakh copies. in life. Another media expert, on condition of ano- The content mix of the have a total circulation The Hindu was started nymity, states that the single a-la-carte paid glossy will focus on luxury in 1878 as a weekly. Later, channel sold by a DTH player earns it about products and services includ- of 3.50 lakh copies. in 1889, the publication `1-1.5 crore, for which it doesn’t pay any sub- ing high-end automobiles, turned into a daily newspa- scription money to the broadcaster. With this travel, jewellery, watches, living space and fashion. per. Today, the daily is printed from 13 centres regulation, the extra income of the DTH play- The advertisers for this supplement are luxury across the country. ers will be hit. watch brands, luxury auto brands, high end jewel- [email protected] [email protected]

<< FRQWLQXHGIURPSDJH digitisation just around the corner, it will wait and study the viewership this would be a logical step.” profile it gets, and then look at the But in a country like India, market. As it is, with the kind of Preference... where a broadcaster’s revenue is content that it delivers, the channel still heavily dependent on advertis- will have a very niche viewership no plans to increase its advertising, will this be the right option? base. Documentaries and feature- ing inventory for now. The current After all, distribution eats up so based content is not everyone’s piece inventory is about 4 minutes an much money that there’s little of cake. At the same time, it cannot hour, which is reserved for inter- left over for anything else. It costs be completely targeted to the male national ads, while about 2 minutes approximately `45 crore to distrib- viewers after all,” say many. are reserved for in-house content ute just one English news channel. However, experts do believe promos. In comparison, other news Now, while Hindi news channels that the rates for such channels channels have 24-28 minutes of ad spend `30-40 crore in distribution, are decided not on the basis of the inventory in an hour. for regional channels, the pricing TRPs delivered, but are dependent Consequently, AJE could sell a depends on the market dynamics of on their imagery. Currently, the 10-second slot for anywhere between that local market. Overall, the TV international news channels make a `3,000-3,500, if it plans to advertise news industry spends about `600- very small part of the media mix in locally in India. Now, compare this 800 crore on distribution, which is The current India. And this is primarily because to a top rung Hindi news channel, one fourth of the `2,300 crore that of the niche profile of audiences that and the rate claimed ranges between it corners as advertising and sub- inventory of the channels target. `1,800-2,000 per 10 seconds. scription revenue. Citing BBC as an example, Saxena says, “We aren’t looking According to Navin Khemka, AJE is 4 minutes a media pundit says, “If a brand forward to advertising very aggres- managing partner, ZenithOptimedia, an hour. wants to advertise with BBC, it’s not sively in India, and therefore, do not the move could be a part of the chan- because of the viewership numbers, have a significant ad inventory in nel’s global expansion plan, wherein to expand the business. it is because of the brand. For view- this country. Instead, we will focus the channel must not be looking at A few others feel that the move ership, the brands approach national on generating revenues through India from a country perspective; could be the channel’s experiment English news channels.” increased subscription. And with rather, it could be just another terrain in India with local content. “Maybe, [email protected]

42 afaqs! Reporter, May 16-31, 2012 1(:63(23/(

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

MAINLINE MEDIA he biggest surprise be to re-structure the TAR CJ Network lost an old hand. Paritosh Tfor the ad frater- organisation and pre- SJoshi, chief executive officer (CEO) of the nity, this fortnight, was pare the agency for the STAR CJ Network left the company to turn the news of Ogilvy’s next level of growth. entrepreneur. Joshi had joined the STAR North head Sanjay Meanwhile, TV network in August 2005 as president, Thapar being shifted to Saatchi & Saatchi has advertising sales and distribution. In 2009, Bates as the India CEO. roped in Ashutosh Joshi was named the CEO at STAR CJ Thapar apparently has Karkhanis as creative Network India, the joint venture of STAR been moved to revive head at its Mumbai Television and South Korea’s CJ O Shopping. the Bates India office, office. Prior to this However, he con- which has been under Karkhanis worked with tinues to be mentor SANJAY THAPAR DHIRENDRA AGRAWAL pressure to perform for Ray+Keshavan|The at MentorEdge some time now. Brand Union, where he (mentoredge.com) What was even more was a creative director. and member of the interesting was that a On the media agency side, Lintas Initiative board of gover- day later Dheeraj Sinha, appointed Subhas Warrier executive vice president nors of the Media regional planning and head, South. He joined Lintas from Dentsu Research Users director, Bates India, Council (MRUC). put in his papers at the Meanwhile, agency. If sources are there was an influx to be believed, Sinha of senior and mid- GULAB MAKHIJA himself was contending level executives for the same position. from TV Today Sinha has spent around DHEERAJ SINHA Network to India seven years at Bates TV. India TV man- prior to which, he was with Euro RSCG. aged to rope in the There was reshuffling at Grey India as well. competitor’s chief Vishnu Srivatsav moved from Grey Bengaluru to financial offic- Grey Mumbai as executive creative director and er (CFO) Gulab creative head at Batey India - Grey’s second agency RAM JAYARAMAN VISHNU SRIVATSAV Makhija. Among in India. To fill in the gap created by Srivatsav’s others, Rohit Lal movement, the agency appointed Ram Jayaraman Media, where he was VP and head of the Mumbai joined as vice-presi- SHUBHRA MANASI as group creative direc- branch. dent, programming; tor and creative head, Madison Media Shubhra Manasi Grey South. He moved Omega got Manish as deputy general in from JWT Mumbai, Bharil to handle the manager; Pradeep where he was associate Britannia business. He Khatri (earlier man- VP and senior creative joined the agency as ager, marketing) as director (copy). general manager chief manager, mar- Dhirendra Agrawal, and will be based in keting. Besides, the moved in from Avon Bengaluru. Bharil channel also roped Beauty Products to join comes from Mindshare in Prashant Sharda, Brand Curry as creative Mumbai, where he was from Nokia, as head. Agrawal’s imme- senior director, inven- vice-president, dig- PRASHANT SHARDA ASHUTOSH KARKHANIS diate task at hand will MANISH BHARIL tion. ital media.

DIGITAL

obile advertising network InMobi appoint- In a bid to strengthen its core team, ad2c Med Sandeep Deshpande as country general appointed Harish Nair and Pradeep AJ chief manager, India and Vishal Nongbet as business strategy ofﬁcer (CSO) and business director, head, brands. At InMobi, Deshpande will be respectively. Earlier, Nair was partner, inven- responsible for InMobi’s business operations and tion at Mindshare. As the digital lead, Nair was growth in India. Earlier, Deshpande was country responsible for setting the digital vision and road general manager, Alibaba.com while Nongbet map to ensure that the advertisers’ marketing was working with the Bennett, Coleman and Co investment in digital translated into clear results. as general manager, brand. As CSO at ad2c, Nair’s mandate is to help brands Meanwhile, Mogae Digital roped in Yudhvir improve the quality of their conversations with Singh as general manager and head of mobile their audience, with mobile at the core of the SANDEEP DESHPANDE YUDHVIR SINGH activation. Earlier, Singh was with Videocon’s communications strategy. corporate VAS (value added services) team. Whereas AJ will be responsible to grow the His mandate at Mogae will be to drive VAS development and relationship management with digital business in South India while positioning operations, new product management, business telecom operators. mobile as the core offering for advertisers.

afaqs! Reporter, May 16-31, 2012 43 RISHAD TOBACCOWALA> CHIEF STRATEGY AND INNOVATION OFFICER, VIVAKI “Facebook is the visual way of SMS-ing”

On the sidelines of Goafest 2012, VivaKi’s Rishad Tobaccowala spoke to afaqs! Reporter about the agency’s plans in India, the local market scenario and much more. By Ashwini Gangal

n alumnus of the Booth School tablet companies. We also have a of Business at the University of product called ‘AOD’ (Audience AChicago, Rishad Tobaccowala, on Demand) which is about buy- chief strategy and innovation ofﬁcer, ing audiences at scale. These are all VivaKi (a Publicis Groupe entity), is VivaKi capabilities and they’ll come a soft-spoken and frank leader who to India at the right time. swears by his brand’s commitment to India. Why haven’t these products afaqs! Reporter caught him in come to India yet? a relaxed mood at Goafest 2012 and Until now, the Indian market hasn’t quizzed him on his plans for brand been either ready or relevant for VivaKi in India, the outdoor and these products. And anyway, most mobile media landscape here and why of the speciﬁc tools and technolo- the agency is not proactively bring- gies tend to be very brand-driven; ing in new tools into this market. say, Zenith has something called Excerpts: ‘Touchpoints’. Digitas has a lot of things built around active branding In India, brand VivaKi is not as so they, too, do their own thing. much in the limelight as brand Also, a lot of these VivaKi tools are Starcom MediaVest Group (SMG) digital by nature and we require a or ZenithOptimedia (ZO). Do relatively developed digital market you plan to change this perception for them to have an impact. or does it work well for you? However, I think we use a cou- Our belief is that we are a brand-led ple of tools here in India presently group. In India, we go to market as (for example, a search asset called SMG, as ZO and as Digitas. We don’t ‘Benchtools’, which allows for go to market with VivaKi. The client competitive benchmarking and uti- doesn’t hire VivaKi. VivaKi is more lisation of intelligence for search) of an enabler, it is a brand-led family but some of our larger ones are of companies that are built to deliver probably, for the time being, over- scalable and innovative solutions for engineered for the Indian market. our networked world. So by its very nature, VivaKi is in the background. How soon will the Indian market be ready for these digital So, you’re comfortable with brand tools? VivaKi blending into the back- I’d anticipate that a lot of these ground? No plans to bring it to the tools will come into the Indian forefront? market by 2013-14. No, we have no plans to make VivaKi front-and-centre. VivaKi allows our How is VivaKi working on brands to work together in concert. improving the outdoor metric Recently, I met with all our brand scene in India? leaders in India and found that VivaKi allows Do you plan to bring in interesting tools We’re not trying to build the market; we’re just for sharing and collaboration regarding - not from the international market into India trying to build our clients’ market share, because competitive information - but how we can move soon? we’re not the market leader here. talent around, share buying power and invest in VivaKi does bring in certain tools but in India, If you’re a market leader then you can try technology. we haven’t emphasised them much and haven’t to build the market. So in India we will only do So the plan is to make our brands really scaled them yet. Internationally, VivaKi has some- things that help us satisfy our clients or build powerful in India and to make VivaKi a way thing called ‘The Pool’ which, in partnership our own market share. In places such as the US that eliminates duplication, allows scaling of with media companies, allows for experimenta- where we are one of the dominant players, we resources and allows us to move talent from one tion with different ad forms. We have created may do things that build the category. company to another, when necessary. a new ad unit called ‘ASq’ for short form and long form video. We’re working with a lot of In India, what does the future hold for the

44 afaqs! Reporter, May 16-31, 2012 ,17(59,(: mobile screen as a communica- Also, the belief in events, brand Tell us about VivaKi’s plans as Sometime in the course of this year tion medium? experiences and word of mouth is far as M&As in India are con- we’ll be able to make one or two I think globally we need to think rising. Relative to other ageing coun- cerned. growth-related announcements. about the mobile space as mobile tries, India is a youthful country and We’re continuously looking to grow marketing and not mobile advertis- more than any other country, in our presence in this market - organ- In the larger (global) scheme ing. Everywhere in the world, there India, SMS (text messaging) seems ically and via M&As. We’re a smaller of things, how much priority is is a very limited future for mobile to be the preferred way of com- brand compared to our competitors being given to growing VivaKi advertising, primarily because peo- municating! And a lot of marketers so we aren’t going to be able to grow in India? ple have to pay for data and the cost are trying to take advantage of this. only organically. VivaKi is a dominant market leader of data is rising. I believe that Facebook is the visual So, you will surely see us look- in almost every other market - USA, The mobile medium should be way of SMS-ing. ing for companies; that’s no secret. UK, China and Russia - and it’s all looked at as a medium of utility and thanks to heritage. We’re unhappy problem-solving, not messaging and that we’re small in India and we see advertising. The way to build brands it as a very big problem! on phones is by providing services. One of the reasons I keep com- “There is a lot of ing to India is to fix this problem. What are the current communi- VivaKi operates in 76 countries, cation, creativity and planning ‘YouTube-isation’ of which we have an emphasis trends that you see coming into and India is a on 15. India is one of those 15. India? Further, we have a super-emphasis Brands of all sorts are leveraging very big ‘YouTube on three markets - China, America YouTube of late. There is a lot and India. So, VivaKi is commit- of ‘YouTube-isation’ and India is country’. It is also ted to India. We have a relatively a very big ‘YouTube country’. It smaller market size in India but is also becoming a big ‘Facebook becoming a big at the board-level, we believe it country’; I’m seeing more and more is one of our three most critical brands incorporating Facebook into ‘Facebook country’.” markets. their advertising mix. [email protected] %<,19,7$7,21 Some of India’s well-known professionals write on issues that they feel passionately about

PARAG TEMBULKAR On Second Thoughts

hat’s kinda interesting. gut, a heart that is pure. They come crafting hell. Keep going till they idea till it could be, months later, But keep going.” from a communicative mind that reach the edge and dangle on poten- crafted no more. “Yeah, that’s sort of has sponged greedily for years; that tial greatness. So, what is the message for us cool. But let’s see if we has a perpetually upright antenna. Chuck McBride, another legend- creative directors in this suspicious- Tcan get some more tomorrow?” To some blessed folk, first thoughts ary creative director (“Got Milk?”, ly preachy ramble? “Like it. But I don’t want you to and ideas are summoned at will, “Impossible Is Nothing”, “Never Here’s what I have been able stop thinking.” from the deep recesses of the sub- Hide”), made me “write till it to learn from my experiences of How many times have we heard conscious; effortlessly and almost f***ing pains...and then write some working with the above-mentioned this when we were young creatives? always spot on. First thoughts come more.” not-so-gentle-men. How many times have we said this Although accomplished creative as creative directors ourselves? directors may already know and are In an effort to keep pushing for well versed in the pursuit of pluck- new ideas, are we killing really good ing nuggets, it may not hurt to ones that come from gut, instinct occasionally remind ourselves, does and a pure place - just because they it? are first thoughts? Just because we Don’t just hire interesting people may be pseudo-perfectionists? Or with interesting stories only to make just because we may be, well, just them uninteresting and unconfi- lazy? dent. Be really alert to first thoughts Jim Riswold, the legendary crea- from such people because the best tive director of Wieden+Kennedy, ideas may be there. (Sure, there will and someone I’ve had the good for- almost always be a need for some tune of working and sculling lager heavy duty chaffing. Or most may with, told me something a few years actually suck. In which case, there ago that I thought was pretty pro- may be a need to revisit your hiring found. (Or maybe we were on our policy.) sixth pint by then.) A good part of our talent as direc- “Sometimes first thoughts are tors of creation lies in recognising the best thoughts because they’re that moment from those precious so instinctive. All you have to do first moments of inception, those is recognise that thought, circle all first few moments of birth, which wagons around it and go for the may never unfold that beautifully kill.” again. We need to be a bit more sen- So easy, right? It probably is; if sitive to this before we shoo teams you’re Jim Riswold. away to come up with more ideas. Or if you’re Piyush Pandey... (And before all of us are sucked into whom I remember pitching in ,¶GUDWKHUEHDVODYHGULYHUDIWHU,¶YHZRUNHG the freely abused science of reason, with an awesome idea every now logic and research). Only then, push and then as he stopped by us crea- KDUGDWUHFRJQLVLQJWKHLGHDWKDQEHIRUHLW them to “keep going”. tive cubs “manufacturing cleaver In my personal opinion, I’d rath- stuff”. So instinctive, so effortless, er be a slave driver after I’ve worked so simple. “Think with your heart from well-massaged instincts. How Erik Vervroegen, my ex boss at hard at recognising the idea than (insert expletive here)!” he’d say, can they be wrong? TBWA Paris (who works harder before it. Because the best thoughts as he would walk past us and down Great creative directors have this than anyone because he’s forever and ideas, as thousands may have the corridors that resonated with a incredible intuition to recognise terrified that everyone is more tal- told you earlier, are the simplest. Pandey laugh. them. They rarely let them drift ented than him) will always tell you And may I add, effortless. John Hunt, ex-worldwide crea- anywhere near the bottom drawer. “the magic is in the hard work”, You may want to save the tive director at TBWA, never stopped They notice them and make them the endless hours you put into efforts for later when you’re in reminding us to “listen to your gut even better. crafting, crafting, crafting. At this Executionland; where you can legal- before it goes away”. (Please pick So there, then. Having a great year’s Goafest, did he show you ly torture yourself and the people up a copy of his The Art of The Idea - idea (whether it comes from first the original scribbled thought that around you. And How It Can Change Your Life. A thoughts or not) is not enough. It’s was behind the Grand Prix winning It’s fun in an S&M kind of way. refreshingly simple, thoughtful and what you do with it that really mat- PlayStation ad? Most creative direc- inspiring book on pursuing ideas ters. tors would’ve said this is “sh**” (Parag Tembulkar (aka paragtembulkar. and creativity in general.) The real work starts after the idea or “keep going” or missed it com- com) is a consultant creative director based If we think about it, first thoughts has been “cracked”. That’s when pletely. Erik saw the idea quickly, “a in New York and is prone to writing the come from a subconscious mind you really, really need the team(s) to bit” differently, and made the team occasional advertising article after prolonged that never sleeps. They come from a “keep going”. Keep going through go: Go and craft the hell out of that second thoughts.)

46 afaqs! Reporter, May 16-31, 2012 1(:6(9(17 afaqs! Campus FACEBOOK MARKETING PROGRAM At the one-day workshop on April 28 in Mumbai, trainers Preetham Venkky of KRDS and Pratik Gupta of Foxymoron offered participants with insights to turn Facebook into a potent marketing tool.

Breaking the ice the social way Mitali Mall and Tanaka Seth of Hungama among the workshop participants

Preetham Venkky opens up the Facebook world DDB Mudra’s Vipul Thakkar contemplates

The interactive audience Pratik Gupta’s insights on FB content strategy Engrossed young marketers

Assignment time at the workshop Off loading what they learnt through the day The enlightened bunch and the afaqs! Campus team

afaqs!Campus is the marketing education and training arm of afaqs.com, which conducts various marketing training programs. Log on to www.afaqscampus.com to know more or contact us at [email protected], if you are interested in organising a training program in your company.

afaqs! Reporter, May 16-31, 2012 47 1(:622+

protection plan and retirement plan. The par- ticipating family nominated a batsman and picks an ‘over’. The player wore the Rajasthan Royals jersey while playing the thematic overs. Based on the chosen thematic over, the ‘pitch’ was prepared, with fielders carrying the ‘road blocks’ or problems that are faced in real life, such as inflation and rising cost of child’s education, to stop the batsman from scoring. Sanjay Tripathy, EVP and head, marketing and direct channels, HDFC Life, says, “The mall activation helped us to connect with the consumer directly and make him understand and plan better in life to avoid obstacles such as high college fees HDFC LIFE and inflation in the future.”

Cricket Crazy “We combined life insurance benefits HDFC Life created a special zone in malls to promote the brand for different need philosophy, Sar Utha Ke Jiyo through cricket. News Bureau stages into various challenges of the DFC Life has taken the cricket route to game.” drive home the importance of various life SANJAY TRIPATHY Hinsurance plans and highlight the brand’s insight - ‘insurance is a promise that helps consumers live with pride’. The insurance brand had organised an activity, ‘Game of Pride’, in malls across seven cities. The “In India, cricket is not just a game - it is an objective was to leverage its association with the integral part of a common man’s life. With the Indian Premier League (IPL) franchise Rajasthan ‘Game of Pride’, this game of cricket was played in Royals in IPL Season 5, and also promote the the spirit of the brand. We combined the benefits brand’s philosophy, Sar Utha Ke Jiyo. of life insurance solutions for different need stages The brand created a cricket playing zone, where into various challenges of the game and created customers could walk in and fill up a form to par- thematic overs, thus offering a real-time experi- ticipate in the lucky draw to win IPL match tickets. ence to the individuals,” adds Tripathy. A promoter (life coach) at the zone explained The activation will The activation will continue till the end of IPL the objective of the game and the rules relating Season 5. It is being conducted in select malls it to the life insurance plans. The promoter then continue till the end of across Mumbai, Bengaluru, Kolkata, Pune, Jaipur, explained about the three ‘overs’ to choose from, New Delhi and Chennai. which were based on themes such as child plan, IPL Season 5. [email protected]

TITAN Spreading Life Through Outdoor A Titan outdoor campaign was spread across mixed formats including large billboards, bus shelters and mobile vans. News Bureau

dzedge, a division of shelters and mobile vans. The bus Outdoor Advertising shelters were used in an innova- AProfessionals (OAP), carried tive manner as the creatives also out an outdoor campaign to pro- provided information about the mote the range of stylised watches nearest dealer along with the image, offered by Titan. A part of the encouraging walk-in enquiries. It brand’s ‘Life is Now’ campaign with was spread across prominent loca- brand ambassador Katrina Kaif, the tions in Mumbai. out-of-home creatives showcased Before executing the campaign, a select watches across high visibility research was carried out to establish areas in Mumbai. consumer proﬁles and assess pen- The creatives used on the out- etration levels, to identify the target door formats featured images of areas to be leveraged to reach out Anirban Ghosh, senior VP, ensured that it achieves maximum watches, with ‘Life is Now’ written to the relevant audience. The team Adzedge, says, “Our strategic effectiveness and impact for the over it. The campaign was spread then identiﬁed relevant locations approach and seamless execution brand.” across large format billboards, bus that met the brand’s objectives. using proper planning techniques [email protected]

48 afaqs! Reporter, May 16-31, 2012 1(:6%22.6

5HDGLQJ5RRP GOIBIBO.COM RAHUL JAUHARI National Creative Director, Everest Brand Solutions Star Like Treatment urrently, I am reading The Taliban At some major airports, a few select passengers CCricket Club by Timeri N Murari, rather, I have almost completed the book. are offered a chauffeur-driven car to take them to Well, I picked the book up because, for the final destination. News Bureau some strange reason I was in the mood for some serious in-flight reading. The book depicts a story of courage and resilience of this Afghan lady in the face of tyranny. What started as a serious novel suddenly took turn towards the bizarre with cricket being thrown in as an escape route for her and her brothers, from the clutches of the Taliban regime. The Taliban, in order to change their image in the outside world, organise a cricket tournament, where in the winning team gets coached in Pakistan with the blessings of the International Cricket Council. However, the love angle in the novel makes it quite filmy, where in a Delhi boy flies down at the nth moment to help her win and ultimately escape. Generally, I prefer reading Indian English authors. Lately, I have been reading serious fiction. Whenever I get time, I often feel like re-reading Ogden Nash. I read all kinds of stuff. If really pressed about the favourites, I like Adventures of Asterix, written by René Goscinny and illustrated by Albert Uderzo. As told to Raushni Bhagia

oibibo.com, the online trav- IPAN PIZZAS el website, has started an Gactivation offering personalised service to select customers. Being carried out at some leading For Hunger Pangs airports in the country, the initiative is to offer personalised service The Pizza Hut Bhook Patrol bus, traveled to different to customers and make them realise parts of Delhi for a week. By Jhumur Nandi that each one of them is a ‘Goibibo Superstar’. To avail the service, passengers April 23 and moved to Vikaspuri, need to book a ticket with Goibibo. Indirapuram, Lajpat Nagar and NSP com and register on the Goibibo (Pitampura). It later went to Vasant Superstar page submitting their Kunj and Malviya Nagar on April 28 details. On a daily basis, Goibibo and 29, respectively. selects hundreds of its customers As part of the launch, a 12-feet and inform the lucky ones about the Passengers need clock displayed the countdown from initiative. Accordingly, the names of 12 noon to 5 PM. The clock high- to register on the lighted how hunger time begins from 5 PM. Goibibo Superstar When the clock struck five, 40 Pizza Hut Delivery commandos page submitting izza Hut Delivery (PHD), the broke into a flash mob and the crowd their details. pizza delivery service by Pizza gathered near the clock were offered PHut, launched a new offering iPan pizzas. - iPan pizzas, in April. The highlight Sanjiv Razdan, general manager, the lucky customers are displayed Bollywood stars as endorsement fee. of the offer was the pizzas priced at Pizza Hut Delivery India, says, “At on the Goibibo website and they are The value proposition of Goibibo. `29. Pizza Hut Delivery, our priority is contacted at least 24 hours prior to com lies in speed, simplicity and To promote the new offering, innovation, thereby offering our their travel. customer service. We provide a Pizza Hut executed an on-ground customers a variety of options to As soon as the respective pas- user-friendly environment with a activation involving a bus branded as choose from. iPan is our latest prod- sengers arrive at the airport, they clean, clear and fast user interface, Bhook Patrol bus. uct which holds up the high standard are welcomed by Goibibo hostesses where customers are greeted with The bus was branded with images of Pizza Hut Delivery quality, while holding their name placards. The the best services. Customers are our of pizza and the message, ‘Pizza Hut being available at an affordable price passengers also get a chauffeur- real brand ambassadors and ought Delivery’s Bhook Patrol iPan pizzas, of just `29. We wanted to launch this driven car to take them to the final to be treated as super stars.” The starting `29’. The bus traveled across innovative product in a manner that destination at no extra cost. activity will continue for a month at Delhi for a week and offered people people would remember and have The Goibibo.com spokesperson the Delhi, Mumbai and Bengaluru the new variant of pizzas. fun with.” says, “We believe in investing in our airports. The bus started from Dwarka on [email protected] traveller rather than giving money to [email protected]

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50 afaqs! Reporter, May 16-31, 2012

Why do 18 of the 20 leading car brands advertise with Deccan Herald?

Because Deccan Herald readers make smart buying decisions.

Bangalore’s own newspaper Advertising and marketing budgets are becoming increasingly limited and more media buyers today are finding truth in the old adage ‘it’s not about counting how many you reach, but how many of those you reach, count.’ The affluent Deccan Herald readers (71% belong to SEC A&B) have demonstrated time and again that they are intelligent, responsive and the right target to help make your brand a household name throughout Karnataka. *Featured here are advertisements released in Deccan Herald. Integrating Media. Engaging Consumers.

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