Nagesh Alai 'UP'timistic Kamal Basu

February 1-15, 2012 Volume 3, Issue 3 `100 30 43

PROFILE Kamal Basu How a long-time adman moved to marketing. 20

7UP ‘UP’timistic The brand has adopted the ‘optimistic’ route. 35

DEFINING MOMENTS Nagesh Alai A journey from ﬁnance and pharma to advertising.

AIRTEL Friendship Bands 16 WEBCHUTNEY Fully Powered 24 KOTAK LIFE INSURANCE It was mostly bad news last year as many businesses ‘Duplicate’ Success 27 groaned under the weight of a rising dollar. COLORS Sport Potential 40

EDITORIAL

This fortnight... Volume 3, Issue 3

EDITOR Sreekant Khandekar he Indian Rupee has been in free fall against the Dollar since August, though the good PUBLISHER Tnews (for importers) is that it has strengthened as we go to press. The depreciation of Prasanna Singh rupee has had some serious impact on the Indian economy for the last five months. The EXECUTIVE EDITOR volatility of the forex market has reportedly led to heavy losses for companies across sectors. Prajjal Saha SENIOR LAYOUT ARTIST Indian media companies are not totally unaffected by this phenomenon. Vinay Dominic With hardly any export earnings to act as a natural hedge, like say for IT LOGISTICS Rajesh Kanwal February 1-15, 2012 Volume 3, Issue 3 `100 firms, the media industry’s domestic focus means they bear the brunt of any 30 43 ADVERTISING ENQUIRIES depreciation, when it comes to their forex expenses, or where they are owned by Neha Arora, (0120) 4077866, 4077837 a foreign firm, in their financial numbers reporting. Print companies in India Noida PROFILE Kamal Basu How a long-time adman moved to marketing. import around 60-70 per cent of their newsprint requirement, usually paid Khushboo Varadkar, (022) 40429702-5 20 for in dollars. In the first half of the fiscal 2011-12, the Indian media print Mumbai companies imported approximately $500 million worth of newsprint. An extra [email protected] 7UP ‘UP’timistic The brand has adopted the ` Marketing Office ‘optimistic’ route. rupee to a dollar would mean an extra burden of 50 crore and in the last six 35 B-3, First Floor, Sector-4, Noida-201301. months the rupee had dropped in value by `10 (a 23 per cent fall), though it Tel: (0120) 4077800. has also recovered by `5 now. Mumbai DEFINING MOMENTS Nagesh Alai 501-502, Makani Center, 5th Floor, A journey from finance and pharma to advertising.

AIRTEL Off Linking Road, Bandra (W), Friendship Bands 16 This is not all. The Indian media companies import around $600 million WEBCHUTNEY Mumbai - 400050 Fully Powered 24 KOTAK LIFE INSURANCE It was mostly bad news last year as many businesses ‘Duplicate’ Success 27 worth of printed books, newspapers, pictures and other products for the printing Tel: +91-22-40429 709 - 712 groaned under the weight of a rising dollar. COLORS Sport Potential 40 industry every year. Though print media bore the brunt of the depreciation of Bengaluru the rupee, even broadcasting companies – which have to import set top boxes, S-1, New Bridge Corporate Centre, 777 D, 100 ft Road, Indira Nagar, equipment, and also license content - had to pay that extra buck for the rising dollar. Bengaluru - 560038, India Subscription Enquiries This issue looks at the roller coaster ride that Indian media businesses went through with Garima Agnihotri, (0120) 4077837 more downs than ups to talk about when looking back at 2011. [email protected] Printed, published, and owned by Prasanna Singh, Publisher, 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, Phase II, New Delhi – 110028. Prajjal Saha [email protected] Cover Illustration Tifﬁn Box CONTENTS

48 PLUS

CNBC AWAAZ STARCOM MEDIAVEST Showing the Money 12 More Action A chat with SMG FIAT INDIA honchos, Thierry Diving Deep 12 Jadot, John Sheehy and CVL Srinivas. 34 DIGITAL Marriage Wows 14 SHAADI.COM 32 39 Letting off Steam MTV ROADIES Fighting the dowry menace, Watch Out! 50 shaadi.com style. KFC POV 38 A ‘Good’ Menu 51 Monitoring UGC DOMINO’S POLITICAL CAMPAIGNS Should user generated content Driving Desire Different Poll Game TATA HOUSING be moderated at all? Or will The pizza brand takes the Getting rid of drab monotony Out in the Open 51 such a move backﬁre? digital route. and caste clashes.

afaqs! Reporter, February 1-15, 2012 5 AUTO EXPO Sponsored by

or any brand, the consumer is ing its ‘rock-solid’ value. A stage with at the helm of all affairs, and a live rock performance entertained Fto ensure enough attention, the crowd. marketers have to cough up engaging A clique, Born 2 Ride, inaugurat- Amul> The dairy major is eyeing the growing frozen ideas. The 11th Auto Expo, flagged ed its pavilion, which was designed yogurt market in the country. It plans to launch Amul Flaavyo off on January 5 at Pragati Maidan, by 70 EMG. across 70,000 outlets in February. Initially, the product will New Delhi, witnessed automakers According to Sanjay Tripathi, be priced at `35 per scoop. India’s organised ice-cream creating interactive zones such as director, marketing, Harley market is estimated at `1,200 crore and Amul currently gaming zones, Twitter and Facebook Davidson India, the pavilion was commands 40 per cent market share. In the last year, inter- zones, to ensure brand recall. created to reflect the feeling of metal, national brands such as US-based yogurt brand Red Mango The exhibition, which contin- music and bike -- three elements and Canadian yogurt chain Kiwi Kiss have forayed into the ued till January 11, had Hyundai Indian market. Motors building its zone around the positioning ‘New thinking, new possibilities’. It introduced an initia- It aims to acquire SevenSeas Original> After the recent takeover, Merck tive called ‘Catch the Buzz’, creating 10 per cent mar- KGaA now plans to push the brand further in the Indian a Facebook page where consum- ket share of the market through various channels. ers could login with their email ` Raveena Tandon has been appointed addresses. They were then provided 114 crore fish as brand ambassador. DDB Health with a buzz card that could be swiped oil nutraceuticals & Lifestyle will handle the advertis- MARKETING through pillars installed next to all market in India. ing for the brand. According to IMS displayed cars. On Health, the fish oil nutraceuticals market is growing at 18 per cent. swiping, the details of that Harley Davidson the respective models, Experiential stands for - and to cre- including videos, were marketing will ate a stronger connect The private sector air carrier will merge uploaded on the user’s with the consumer. Jet Airways> soon turn out to Jet Lite and Jet Konnect under a single brand by May. It Facebook page. be one of the key Tata Motors and also plans to sell and lease off 77 aircraft to pay off working It divided its zone Ford Motors India capital loans and debt. The company posted a loss of Rs 101 into various sub- elements in the also played with inter- crore in the quarter ending December and will struggle for zones. In the Don2 strategy activity. Designed some more time due to higher fuel prices and depreciating zone, it displayed its and executed by rupee. Jet Airways posted a net loss of `101.22 crore in the SUV Santa Fe, which Imagination Design December quarter of 2011-12, against a net profit of `118.23 was used in the movie. The wind- and Communications India, both crore in the corresponding period last fiscal. screen of the car showed the trailer pavilions reflected the brands’ posi- of Don2. tioning. Ford Motors’ pavilion had Arvind Saxena, director, sales and a gaming zone involving a new type Nestlé India> The packaged foods maker is all set to marketing, Hyundai Motors India, of seat belt. On pressing a button, a launch one of its global programmes, ‘Nescafe Plan’, to sup- says, “The idea was to make the belt popped up with a sound, catch- port coffee farmers and help it optimise its coffee supply Hyundai zone as interactive as possi- ing visitors by surprise. This look chain. It is lauching coffee ‘demonstration’ farms to help ble to create ample buzz. The design was displayed on a nearby screen and farmers improve quality, productivity and sustainability in was based on the international for- later, on Ford India’s Facebook page. Karnataka, Kerala and Tamil Nadu, and to develop agricul- mat that the company uses at every A magician demonstrated the tural practices. Nestle’s research and development teams international exhibition, with a bit of safety of Ford cars. Mark Berrett, aim to provide farmers with high-yielding, disease resistant twist here and there to make it look CEO, Asia-Pacific, Imagination, plantlets suitable for Indian conditions. Indian.” remarks, “In both stalls, the idea was The iconic two-wheeler brand to showcase what the brand stands Harley Davidson requires no intro- for through interactivity.” Genesis Luxury is Louis Vuitton> The French luxury goods conglomerate is duction for bike lovers. It created a Other companies such as expected to open likely to clinch a multi-brand retail deal with New Delhi-based zone reflecting the values that the Chevrolet, Hero MotoCorp, Renault Genesis Luxury Fashion. The group’s discussion with Genesis brand stands for, shunning the use and Skoda India also created various the doors for signals its deepening ties with the Indian of plastic and creating the entire zone interactive zones to cast an impres- LMVH’s subsidiary company after L Capital picked up 25.5 from metal and iron, reflect- sion on the consumer’s mind. Sephora. per cent equity in the Sanjay Kapoor owned firm, which operates single-brand stores. LVMH has independent opera- QUOTE OF THE FORTNIGHT tions of its flagship Louis Vuitton stores in the country. ‘‘Trends in the Indian market are fast changing. There is increasing preference for Tiffany> The iconic US jeweller is in talks to enter India through a 51 per cent joint venture with actor- branded apparel. Kids are turned-luxury entrepreneur Reena Wadhwa. Wadhwa will influenced by mass media and float a new venture to run Tiffany’s business. The compa- peer pressure, and are more ny’s management recently identified the market potential in India. It hopes to capture the $5.8-billion luxury mar- informed and self-conscious.’’ ket, which is expected to grow more than 20 per cent a ROCKY S, DESIGNER, ON THE INDIAN KIDSWEAR MARKET SHOWING year to $14.7 billion by 2015. Tiffany’s will complete 175 POTENTIAL OF HIGH GROWTH IN THE ECONOMIC TIMES. years in September.

6 afaqs! Reporter, February 1-15, 2012

CELLCAST Sponsored by

fter working on a series of on MyTV. The shows will be hosted interactive TV programmes by various TV and Bollywood stars. Aand shows based on mobile Cellcast is also in talks with lead- subscription, Cellcast Interactive ing names from the independent India has launched a social TV chan- music scene in a bid to identify and Dish TV> Dish TV has changed its positioning from ‘Ghar nel in India. Christened MyTV, the mentor talent on its show MyStudio, Aayi Zindagi’ to ‘Dish Sawar Hai’. The new positioning is channel will be a free-to-air, ad- the company claims. based on the insight that people who are passionate about free channel, wherein brands will be Thakar adds, “All the shows will entertainment do not let anything come in the way of their TV directly integrated into the content. be in-house productions. The model viewing experience. In the first phase of the campaign, it has MyTV is funded by Canaan Partners works on direct participation of the allocated a marketing budget of `25 crore, which includes and Vertex Venture Holdings. viewers through IVR, internet and various activities and a television commercial. MEDIA With immediate focus on the SMSes. We may also tie up with the metros and major cities of various concerned operators and service pro- states, MyTV will be available across viders. For the internet route, credit Viacom18>Expanding its portfolio of brands in India, the western, eastern and northern card payments will be involved. We Viacom18 has launched its sixth channel, Comedy Central. belts of the country. also plan to introduce cash cards The 24-hour paid channel will specialise in the comedy genre In its first phase, MyTV aims to for the same. The involvement of and serve the English entertainment category across the reach out to over 35 brands will offer them seven metros in the C&S 15+ segment. With its philosophy million analog and dig- a platform to be visible of ‘Laugh It Off’, the content comprises 17 shows and five ital homes. Customer to the customer and at hours of original programming. To be interaction will be the same time, interact distributed by Sun18, the channel will across three platforms with them. The theme be available to 20 million households, -- television, inter- of the channel will be across analog, digital cable and DTH. net and mobile. BAG Cellcast India’s ‘Pay and Participate’.” Network will be the channel will be Elaborating on the official distribution promotion and visibili- Amagi will bring Amagi Media> Approximately 50 MSOs across India partner of the channel, a free-to-air, ad ty of MyTV, Ashutosh, in its technology, have partnered with local television advertising specialist which targets the 15+ chief operating offic- Amagi Media, wherein the latter will bring in its patent- free one, where work flow and pending technology, work flow and business model to age bracket. er, MyTV, notes that business model generate local advertising on satellite TV channels. This “With a change in brands will be the elimination of ad- will leverage the existing viewer profile, there directly inte- breaks on MyTV will to generate local ads on satellite cable MSO infrastructure. has been a shift in the grated into the help keep its audience The partnership includes way the younger audi- content. engaged. channels. names such as Hathway, ence wants to interact “Today, there are InCable, Digicable, GTPL with television con- enough fresh ideas and Fastway Cable. tent. MyTV will fill this void by to go viral on. We depend upon offering viewers an opportunity to our technological back-end when it connect and interact with content comes to reaching out to the people. To boost its India content, the channel actively. The content offered by the And, because of this, we avoid media Animal Planet> will launch a new show celebrating India wildlife. ‘India: channel includes both contests and wastage to the maximum. We are Wild Encounters’ will initially be aired daily at 8 pm and will informative shows,” says Pankaj very strong on our telecommunica- continue later as a weekly slot. It captures enthralling sto- Thakar, founder and CEO, Cellcast. tion and on-line businesses, which ries such as a rhino’s journey from infancy to adolescence, MyTV will feature approximately help us reach our audience at the Ranthambhore’s big cats and the tigers of Sunderbans. The 20 hours of programming, including most reasonable cost,” says Ashutosh. series also follows the endangered river dolphins of Ganges shows such as Bid2Win, My Studio, Last year, Cellcast provided 4,000 and the King Cobra. The Big Deal, Chor Machaye Shor, hours of content across various chan- Laughter Tambola, Glitter Mania nels and plans to increase it to 10,000 and One2Many. Some of its proper- hours this year. In the next one year, ties such as Gold Safe and Cricket the company aims to aggregate more The ‘Roti, Rasta FoodFood> After FoodFood, chef Sanjeev Kapoor has now launched www.sanjeevkapoor.com in Hindi. Along with Howzatt are already running on other than 100 million interactions with aur India’ team content by Kapoor and other chefs, the site features videos channels and will also be featured consumers. will travel to from FoodFood. To promote it, different a new show will be launched on FoodFood. The show will QUOTE OF THE FORTNIGHT cities and feature recipes from those be about traditional authentic recipes from various parts of ‘‘This may be the beginning regions. the country. of strategic investments in cable distribution companies Public TV>The Karnataka news television market saw the as they will need huge sums foray of a new channel called Public TV. Writemen Media’s to invest in digitalisation, channel claims to be the second one in the region with no political support. Interestingly, the channel will focus on the as mandated by the common man and is expected to take on board an ‘assets’ ombudsman. The company has also introduced an ‘ensured’ SUSHIL KUMAR government.’’ DEVENDRA PARULEKAR, PARTNER AT ERNST & YOUNG INDIA TO ECONOMIC TIMES ON RIL SUBSIDIARY, transparency system, wherein its chairman and managing RELIANCE STRATEGIC INVESTMENTS BUYING INTO DEN NETWORKS. editor will publicly announce its assets on Day 1. And, all undisclosed properties found will be auctioned.

8 afaqs! Reporter, February 1-15, 2012

MINDSHARE Sponsored by

lobal marketing and media Commenting on the Mobile services network Mindshare Marketing Centre of Excellence, Ghas announced that its India Norm Johnston, global digital lead- operations will act as a production er, Mindshare Worldwide, says, hub for mobile content production, “India is a fast evolving digital mar- Lonely Planet> Lonely Planet is scouting for a creative including mobile websites, aug- ket with a strong history and future agency for its travel guidebooks offering. This business is mented reality and online advertising connected to mobile devices. Our primarily based in Australia. The pitch, which is currently units. It will be responsible for driv- Mumbai ofﬁce has consistently been underway in Gurgaon, had several agencies already in the ing mobile thought-leadership and at the forefront of mobile marketing. fray for the account. It is learnt that the winning agency’s immediate mandate will include work on the launch campaign establishing best practices with the We want to tap into this expertise for the official foray of Lonely Planet’s travel books in India. rest of the network, as well as devel- and share it throughout our net- Mudra West already handles the creative duties for Lonely op and nurture new talent. work. Our clients are looking for Planet’s travel magazine business in India for more than a The full-service offering will smart, cost-effective mobile market- year now. extend from conceptualising mobile ing solutions, given the exponential strategies and ideas to actual devel- growth in smartphone and tablet opment and execution. The Indian penetration and the corresponding >> ACCOUNT MOVEMENT

> McCann Erickson has been appointed to handle the creative duties for the Indian Broadcasting Foundation (IBF). The agency will work on the brand’s consumer awareness campaign on the importance of the implementation of the conditional access system (CAS),

ADVERTISING including the need for self-implementation and the benefits of digitisation. The agency won the project following a multi-agency pitch, which was held in Delhi. The campaign will be an eye-opener for television viewers, who still rely on local cable operators.

(From left) Johnston, Lalla and Thadani: driving excellence > Rediffusion-Y&R has won the creative duties for State Bank of India (SBI) Mutual Fund. The agency operations will become the net- uptake in mobile internet usage.” won the account after a vigorously fought multi- work’s Mobile Marketing Centre of Alice Manners, COO, GroupM agency pitch that was initiated around September 2011 Excellence. Interaction, Asia-Paciﬁc, adds, “The in Mumbai. The pitch was part of a regular review India will also act as a production quality of service in India is arguably process that the company conducts every three years. hub for mobile content production the best we have globally. Business is It saw participation from more than 10 prominent ad agencies. Grey, Law & needs, including mobile websites, at a tipping point. We are producing Kenneth, Bates, Mudra and Rediffusion fought it out in the final round. augmented reality and online adver- some exceptional work, including a tising units such as Apple’s iAd’s. groundbreaking augmented reality The Indian full-service offering will campaign for Nike that connected > Eleven Brandworks has won the extend to everything from mobile the real and virtual worlds.” creative duties of liquor company Modi Illva strategy and ideas to actual develop- GroupM and Mindshare have had India’s portfolio of whisky brands including ment. a dedicated mobile practice in India Rockford Reserve, as well as its vodka brand, Artic. The agency won the creative The centre of excellence team since 2006. The agency’s Mumbai duties following a multi-agency pitch. The company has not yet appointed a media will be led by Ashok Lalla, lead- operation has led the industry with agency of record. Currently, it works on a project basis with various agencies. er, Digital Mindshare, South Asia. many ﬁrsts to its credit, and has However, in the near future, it may call for a media pitch, depending on the He will work with Vinod Thadani, emerged as a market leader with over number of activities rolled out to promote its brands. regional director, GroupM, South 55 per cent share and a preferred Asia. Lalla, who was earlier with partner status with over 25 compa- Euro RSCG as president, digital, was nies. > Grey Bengaluru has been awarded the brought on board by Mindshare a Mindshare is a part of GroupM, creative duties for the i1 Superseries, the couple of months back. He is based which is the parent company to WPP upcoming motorsport racing league, pioneered in Mumbai and reports to Ravi Rao, media agencies such as Maxus, MEC, by Machdar Motorsports. While other agencies leader, Mindshare South Asia. MediaCom, and Mindshare. were being considered by the authorities on the account, the business was awarded to Grey without a full-fledged pitch process. As QUOTE OF THE FORTNIGHT per industry estimates, the brand’s ad spends are around `40 crore. The media mix for the upcoming campaign is slated to include social media, on-ground activation, ‘‘People have a ‘like’ button television, print and outdoor platforms. addiction. If a campaign rewards them, they > BBH India and Vizeum have been appointed as reciprocate. Digital can’t the creative agency and media planning and buying agency for Comedy Central, respectively. Comedy save a boring campaign from Central is Viacom18’s sixth channel. The 24-hour paid oblivion - it can accelerate channel will specialise in the comedy genre and will the spread of a good idea.’’ serve the English entertainment category across the seven metros in the C&S 15 + segment. The channel carries the philosophy of RAGHU BHAT, FOUNDER DIRECTOR, SCARECROW COMMUNICATIONS, ON ‘Laugh It Off’. While the programming line-up will include 15-20 per cent content WHETHER GOING VIRAL CAN SAVE A POOR CREATIVE IDEA, IN BRAND EQUITY. commissioned from Comedy Central, the rest will be acquired content.

10 afaqs! Reporter, February 1-15, 2012

CNBC AWAAZ Showing Them the Money CNBC Awaaz, the Hindi business news channel of Network18, is positioned as an enabler for ambitious people who believe in hard work and have the talent to succeed in life. By Anushree Bhattacharyya

he Hindi business news channel CNBC Awaaz has launched its brand campaign Tbased on the premise ‘Waqt se pehle, kismet se zyada’, which projects the channel as an enabler for those who do not wait for destiny to create magic, but are ambitious, believe in hard work, and have the talent to succeed in life. The launch of the campaign also marks the completion of seven years of its operation. Conceptualised by McCann Erickson, the campaign consists of two television commercials, titled Cycle and Night Drive. Cycle, which showcases a schoolboy’s determination to learn cycling, ends with the voiceover say- further reinstates the channel’s the Indian ethos. Saraswati (the goddess of vidya, ing, ‘Time and destiny bow down role in people’s lives, whether it’s or knowledge) is more revered than Lakshmi (the to some people; CNBC Awaaz is a related to clever investments or goddess of wealth). But, on the other hand, extra channel meant for them’. entrepreneurship.” money is much coveted. I remember when KBC Night Drive shows a successful Prasoon Joshi, president, was launched, people openly said that it would not son driving a luxury car, with his McCann Worldgroup South Asia, work in India, as we are not blatantly attracted to father sitting beside him. A voiceover and chairman and CEO, McCann money. What people forgot is that there is a dif- reiterates that money feels good, as Worldgroup India, says, “Money, ference in what we project as our attitude towards it buys everything, including hap- in India, is a complex thing. We money, versus what we really think about it. The piness. On the son’s request, the have double standards when it reality is different. KBC went on to become a suc- father drives the car through their comes to money. On one hand, cessful idea.” old locality, where a former neigh- there is a tendency to take the According to Joshi, the campaign celebrates bour comments on their opulence. SUSHIL KUMAR moral ground, and say that money material success. “We are talking to a changing Joshi: Material success The TVC ends with the voiceover and materialism are not a part of India where material success is no longer frowned saying, ‘People who work hard are able to bend the upon, and hard work and money are seen in a pos- rules of destiny and make it big.’ Material success is no itive light. It’s not about status quo, it’s not about Talking about the idea, Shilpi Singh, head, mar- age-old feudal mindsets, where material success is keting, CNBC Awaaz, says, “In the last seven to longer frowned upon, and conveniently enjoyed by a few clever manipula- eight years, the channel has worked as a medium tors. It’s about democratisation of material wealth, that helps people who do not wait for destiny hard work and money are to create their own mark in life. The campaign seen in a positive light. !">>

FIAT INDIA Diving Deep Fiat India launches its new ‘Fiat Linea and Punto 2012 Ocean Campaign’ that is driven by a film shot underwater. By Ashwini Gangal

n a move to announce the municate the host of new features of Saints & Warriors, the agency that get group). This is reflected in the launch of the upgraded versions the upgraded versions of the Linea has created this campaign, tells phrase used at the end of the film Iof the Linea and the Punto, Fiat and the Punto such as high ground afaqs! Reporter, “The film por- -- ‘Got Heart?’. India has released a new tel- clearance, automatic rain sensing trays how the brand goes into the Additionally, it conveys the avail- evision commercial. Shot wipers, brighter dual-tone interiors depths of consumer feedback and ability of the two cars in a new entirely underwa- and automatic headlamps. consequently, understands that con- colour -- oceanic blue. ter, the film shows The underwater rendition has a sumers want user-friendly cars.” how the two cars multi-fold purpose. Firstly, it is a Secondly, the depth of the ocean UNDERWATER TECHNI- are assembled literal as well as figurative manifes- is symbolic of the depth of pas- CALITIES against all odds tation of the brand’s ability to dive sion needed to achieve something hot at the Yak Marine Institute in a challenging deep into core consumer wants and special, and this drive to achieve Sat Karjat, the film involved sub- environment. needs. So, which consumer insight against the odds was something merging dismantled car parts, which The main is the ad referring to here? that was found to resonate with the objective is to com- Sartaj Jaffri, branch head, personality of the brand’s TG (tar- !#>>

12 afaqs! Reporter, February 1-15, 2012

DIGITAL Marriage Wows Lowe’s Anoop Menon and Webchutney’s Meghana Bhat floated an online wedding invitation card that has created buzz. afaqs! Reporter finds out more about this unconventional attempt. By Ashwini Gangal

dmen and women add an extra him two months to write the text, and 100 dash of creativity in everything hours to design the site. Once the copy was Athey do, be it a shopping list, a finalised, it went through the regular web doodle, a resignation letter or, as the lat- design process. The design construction is est example goes, a wedding card. When based on fresh style, easy presentation and Anoop Menon, associate vice-president, some movements to provide distraction. Lowe Bengaluru, and Meghana Bhat, Explaining the procedure, Basak tells creative director (copy), Webchutney afaqs! Reporter that all the icons on Mumbai, decided to tie the knot, they the page represent who they (Menon and went the whole hog. Not with fancy Bhat) are as individuals. “She’s a Mac, he’s wedding functions, though. We’re talking a PC. She loves cooking, he loves driving. about their out-of-the-box wedding invi- The mango on the page is for the mango tation card that has, much to the surprise of the happy couple, become quite a hit. The icons on WHAT IS IT? he card (www.cometokochi.in) titled the page represent T‘Come to Kochi’ is an elaborate web- who they are as site with entertaining images and witty text (composed largely by Menon) centred individuals. on the wedding. The site is adorned with photos of the couple and their respective trees around her house, and the image of families, and a rhyme that spells out the the coconut is a ‘Kochi thing’. Like these, saga of how they met and fell in love. there are lots of icons that hold the design This gives the entire card a very personal together,” he shares. touch. The entire creative comes together in a The practical side of things has been virtual fish bowl inspired from a line from taken care of with equal enthusiasm. The the song ‘Wish you were here’, which hap- site has a side menu pertaining to aspects pens to be the couple’s favourite Floyd such as the venue, ways to get there, track. “It’s also because they’ve been doing accommodation, and things guests can long distance stints forever,” Basak says. do after the celebrations. The main site is The crest (top of the page) directs the hyperlinked to websites such as Cleartrip. overall design of the page and the rest fol- com, Redbus.in, and Google Maps, thus lows when viewers begin to scroll down. offering detailed travel aid to the guests, who can pick their desired mode of trans- THOUGHT PROCESS port - air, train or road. hen quizzed by afaqs! Reporter on W what sparked off the idea, Menon THE DESIGN explains, “It started with the thought of hough it was the brainchild of the making a fun ‘family crest’ for Meghana Tbride and groom-to-be, it was their and me. We wanted it to reflect our respec- best friend Amit Basak, who designed tive personalities. So, that’s the first unit the site. Basak is associate creative direc- &' tor (art) at Webchutney Mumbai. It took Social Union >>

<< $ % !& sweet revenge, and not justice, the esting and powerful thought and argument of money and its empow- concept fails to go with what is being reflects the new mass Indian spirit, erment is well-crafted. The insight Showing Them... shown. The ‘tried and turbulent’ bit where people want to over-achieve that the son wants to achieve to over- sets the TVC off the mark. While it in a short span of time to overcome come his shortcomings and also to about it being achievable through has been beautifully shot, it fails to financial struggles.” fix his parent’s problems is strong.” ambition, hard work, and talent.” create a bond with the concept.” Mehta adds, “I think the Night However, Mehta adds that the According to Divyapratap Mehta, Drive film does justice to that spirit Cycle commercial goes into the A POWERFUL THOUGHT vice-president, planning, Grey, “Waqt and captures a true life moment in philosophical zone. Citing the life wati Bhattacharyya, national crea- se pehle, kismet se zyada is an inter- the life of middle-class India. The stage of the brand, he says, “The Stive director, JWT Delhi, says, brand needs to stay closer to the role “The TVC is a classic battle between of financial empowerment. CNBC content and expression, and I believe The thought reflects the mass Indian spir- Awaaz today needs to inspire the that every campaign has to tell a story it, where people aim to over-achieve in a masses through financial empower- that is in sync with the brand’s belief. ment and life changing stories.” So, while I get the idea that it is about short span of time. [email protected]

14 afaqs! Reporter, February 1-15, 2012

AIRTEL Friendship Bands Taking the ‘Har ek friend zaroori hota hai’ brand thought forward, Airtel has launched a series of ad films to introduce various quirky characters that embody different types of friends. By Ashwini Gangal

hen Airtel launched its ‘Har ek friend original ‘Har ek friend’ Aggie), co-founder and zaroori hota hai’ commercial, everyone thought forward, chief creative officer, Wsang along. Besides entertaining one Santosh Padhi (aka Taproot India, answers, and all with its catchy jingle, the ad served to Paddy), chief creative “No, the positioning is position Airtel as a brand that stands for friend- officer and co-founder, certainly not married to ship, and helps one to stay in touch with all kinds Taproot India, tells afaqs! humour. If you consid- of friends. Now, taking the same thought for- that the series is an exten- er the original ‘Har ek ward, the brand has rolled out a series of ad films sion of the thematic brand friend’ ad, not all situa- introducing consumers to humorous characters campaign that the agency tions shown are hinged that represent different types of friends. crafted for Airtel last year. on humour; many were These include bhukkad friend, tubelight “Whatever the brand emotional, such as the friend, chipkoo friend, kanjoos friend, status does now on the com- part where someone is update friend, beep friend, dhinchak friend, munication front will be being taken to the hospi- vasooli friend, sharing friend, activist friend, positioned under this broad tal by his friend.” LOL friend, fan friend, party friend, lazy friend, umbrella of ‘Har ek friend’, He adds that humour filmy friend, pakau friend, subtitle friend, proxy he says. Padhi goes on to was used in this series to friend, curious friend, music friend, and despo explain how the current generate stickiness. friend. set of films is the first leg Does this mean we will In all, there are more than 20 ad films, and of the extension of this we see more serious rendi- currently, all are visible on the digital space. A umbrella thought. tions of the same idea in few are being aired on TV as well. Apparently, The different friends the future? the original plan was to publish these films that Airtel introduces Dias says, “Yes, it’s a mainly as digital content for the brand, as that’s through this series are all wide idea encompassing where most of Airtel’s target audience -- the funny and outlandish all emotions. Future cam- youth -- is present. in their own ways. Is paigns may press various Commenting humour an inseparable other emotional buttons.” on how these ads part of the thought? serve to take the Agnello Dias (aka HAR EK AD ZAROORI HAI? hen asked by afaqs! The original plan was to WReporter, creative publish the films mainly as and planning profession- digital content &'>>

<< $ % !& tography) to spend extended sessions cution, he reasons. underwater in scuba gear, managing In execution, Jose admits that the camera positions while simultane- film leaves one wanting more. Citing Diving Deep ously interacting with the director, similar international films, including were then filmed by scuba divers who monitored the shots from the the Honda ‘Cog’ ad and the Ariston with underwater cameras. The parts sidelines. Hydrophones allowed for Washing Machine underwater com- were controlled by strings to make one-way communication from above mercial, he argues, “In this day and them appear like they are floating ground to underwater, while the age, there’s no reason why Indian towards the chassis. The shots were divers communicated with hand ges- advertising can’t match up to the eventually enhanced with computer tures on camera. West (budgets notwithstanding).” graphics. A blue screen submerged around K V Sridhar (aka Pops), national Images of marine life were artifi- the walls of the pool lent a deep sea Jaffri: Exploring depths creative director, Leo Burnett, says cially created. It took the team three look. The path of the sun was studied space. But, is the attempt a success? that the ad doesn’t demonstrate any- days to shoot the film. The last shot to allow for optimum light underwa- Porus Jose, head, creative func- thing concrete. -- that of the complete cars with all ter. Artificial lighting was also used. tion, Curry-Nation, tells afaqs! “The ad is distinctive and manages parts intact -- was The current film is the first of Reporter that its difference with to grab attention, but there is no real shot above water. a series and is supported by print, other car ads makes it memorable. connection. Relevance is low and the The post-produc- outdoor and digital communication. However, he finds the attempt a tad ad fails to exhibit the understand- tion work was pretentious and irrelevant. ing of the consumer. The consumer done in Germany. DEEP ENOUGH? “This one, too, is a rational, insight used is ambiguous,” he says. The most dif- he agency claims that the film ‘check-list’ commercial,” Jose cri- According to Pops, the insight that ficult part of the Twas a deliberate attempt to move tiques, adding, “It’s a little filmy the brand attempts to exploit in the shoot, it is learnt, away from the ‘real’ space exploited -- like a Hollywood trailer.” This ad has nothing to do with a car being was for the DoP by most auto advertising, and deviate needn’t work against the brand as assembled underwater. (director of pho- in execution to occupy the ‘surreal’ Indians appreciate over-the-top exe- [email protected]

16 afaqs! Reporter, February 1-15, 2012

MUDRA Public Spirit January 11, 2012 was Bobby Pawar’s first day at work at JWT India. But it was a cheeky Mudra hoarding that welcomed him to JWT. By Devina Joshi

o, what was Bobby Pawar’s first reaction to the hoarding put up by Mudra outside JWT, SMumbai office on the morning of January 11, 2012, addressing him? “I laughed!” answers the adman, currently chief creative officer and managing partner at JWT India. For those who tuned in late, January 11 was Pawar’s first day at work in JWT India, after having left the Mudra Group as chief creative officer at the end of 2011. As a gesture to wish him well, Mudra put up a hoarding at Lower Parel, outside Peninsula Corporate Park, which is where the JWT Mumbai office is located. The hoarding con- tained the copy ‘Mudra welcomes Bobby Pawar to JWT’, with the Mudra logo to adorn it, alongside. It was the brainchild of Pratap Bose, COO, Mudra Group. Interestingly, Pawar didn’t quite see the hoarding on his way to work that morning, and says that he “may have missed it as his car whizzed past”. He was intimated of it only once Bose called

day,” shrugs Bose. The hoarding is still up at Lower Parel, and will be for a few more days. “It is the “Anyone who agency’s way of HOARDING, HOARDING ON THE thinks Mudra is saying that there ‘WALL’ being malicious, argely, the industry got to see the hoarding is nothing lost only on Bose’s Facebook wall, and brought is stupid.” L between us.” about more than a chuckle or two by way of reac- BOBBY PAWAR tions. Says K V Sridhar, national creative director, PRITI NAIR Leo Burnett India, “While there have been private quips about JWT’s three-NCD structure, or FOTOCORP FOTOCORP probes on Bobby’s decision to quit Mudra at this stage and move on to a bigger agency, no one is “No one is taking offence here. It is a jovial attempt in good “It’s in good spirit, and nothing else.” taking offence humour minus Sridhar aka Pops feels the attempt is ‘harm- here. it is a jovial less’ and reminded him a little of the airline wars any devious on outdoor media a few years ago, in Mumbai. attempt in good intent.” “It brought out a similar laugh in me,” he jokes. Pops adds that since it makes more sense to spirit.” PRATAP BOSE K V SRIDHAR ad folk than the common public, perhaps the hoarding should have been inside the Peninsula

SUSHIL KUMAR FOTOCORP Corporate Park, but that is just a question of geography. him to check. “I told him I haven’t seen it, so he tion from Colvyn Harris, CEO, JWT India, was He shares an interesting story: when he quit prompted me to check out a picture of it on his ‘a smile’. Lowe Lintas and Partners in 2003 to join Leo Facebook page,” grins Pawar. “I looked at it and Bose talks of the reason behind a public dis- Burnett, the entire Burnett crowd stood on the just laughed as it was so cheeky!” play as this one. He says, “It’s all in good spirit, street, with garlands and band baaja to welcome Pawar adds here that it’s a great gesture on the and a way for us to say ‘thank you’ to Bobby for him. In fact, the road there was jammed as a result part of Mudra, to have done something like this. his contribution at Mudra. It’s in good humour, of the celebration. “It is something similar to this,” “It’s ﬂattering that the agency still feels enough and tongue-in-cheek, minus any devious intent.” chuckles Pops. However, in Pawar’s case, it is not about me to put this up,” he says. “Anyone who Bose punctuates his point with facts: on putting the ‘welcoming’ agency that has undertaken such thinks Mudra is being malicious, is stupid,” he up the picture on his Facebook proﬁle, in a short a gesture, but the previous one. adds. span of time, there were 200 ‘likes’, and over 50 Priti Nair, founder, Curry-Nation, echoes that When asked about the industry’s reaction comments, mostly all commending the creativity it is a sweet gesture on Mudra’s behalf. “It is the and the innumerable calls he may have received behind it, barring the odd comment or two which agency’s way of saying ‘we’re still good with you, about it, Pawar is nonchalant. “Journalists called questioned the agency’s intentions behind such a and that there is nothing lost between us’. Bose me more than ad folk,” he quips. “And, I anyway public statement. himself called Pawar up, so clearly it’s a fun, light- don’t care too much about what people think “It was an attempt to bring the fun back into hearted effort,” she opines. about me, so it’s all okay.” He adds that the reac- advertising. We’re all a family at the end of the [email protected]

18 afaqs! Reporter, February 1-15, 2012

7UP << $ % !# Friendship Bands ‘UPtimistic’ Position als give a very favourable favourable take on the series . 7UP’s repositioning revolves around young India’s overall optimistic In the opinion of Minakshi Achan, co-founder, Salt Brand Solutions, the current ads take outlook. ‘Dil Bole I Feel Up’ is the new tagline that the brand will the idea forward in a delightful manner. “They sport, along with a new logo and packaging. By Devina Joshi do justice to the idea of everyone having and needing different types of friends. This was the epsiCo’s lemon drink 7UP has come timing of the new positioning. a long way since its launch in India The brand is endorsed by Bollywood actor Pin 1990. Albeit not a very aggressive Sharman Joshi, who was roped in last year player when it comes to marketing, the brand for his ‘doesn’t have to try too hard’ and ‘not has constantly attempted to represent charm in your face’ kind of attributes, which the and a laid back/optimistic attitude to life. brand likes to sport, too. Taking that mandate further The Indian repositioning is a new positioning for the follows a global reposition- brand, which will be fully ing exercise, and the Indian unveiled by a commercial by campaign has been designed by the end of this month. BBDO India. 7UP will sport Both 7UP and its sub- a new logo (based on a new brand, Nimbooz will sport international logo) and pack- the line ‘Dil Bole I feel Up’, aging, although the new logo symbolising India’s opti- largely maintains the same col- mism (or, as the brand plays our scheme as the earlier one around with the word and in red, white, yellow and green. puts it, ‘UPtimism’) for life. However, the font is different, The campaign starts with the and aims to be more youth- New Year, despite summer ful, progressive, confident and Dias and Padhi: Quirky appeal being a few months away ‘uniquely 7UP’. – symbolising optimism and The launch commercial natural way forward, and they have done a hilari- auspiciousness even with the for the brand’s refreshed ava- ous job,” she says. tar features Sharman Joshi Achan adds, “The ads are meant to connect in a dance-off with a penguin. Shot in with the youth and they do just that. I would love Australia, the film has been choreographed to see what they do next with the idea.” by renowned Hollywood choreographer Jasravee Kaur Chandra, head, planning, Simon Lind of ‘Happy Feet 2’ fame. FMCG, Rediffusion-Y&R, says, “The ads remind To further the idea of UPtimism, 7UP you of the queerness of not just your friends has also embarked on a nationwide dance but even yourself, and how that queerness (say, odyssey. With dance being the ultimate being ‘kanjoos’, abusive or ‘dhinchak’) is not just expression of an upbeat spirit, 7UP has accepted, but celebrated when we are with our flagged off a dancing journey with Tamil friends,” she elaborates. Nadu’s dancing star, Sherif, winner of the She adds that Airtel’s unpretentious and inclu- dance reality show Ungalil Yaar Adutha sive take on friendship is taken forward in this Prabhudeva. Calling him 7UP’s dancing series. man, the brand shall see Sherif do a tour of Chandra says, “The humour in execution, and 11 cities (including Chennai, Chandigarh the way it has been shot (like a home video on a and Delhi) with a giant-size 7UP bot- camcorder), lend a raw, spontaneous feel to the campaign that today’s youth identiﬁes with.” &">> [email protected]

<< $ % !" wedding!” An e-mail response from a stranger asked how the couple plans to handle unexpected gate-crashers, Marriage Wows given the kind of popularity garnered! you see on the page.” “We really didn’t think it would However, cynics cite the pres- go viral like this,” conﬁdes Bhat. sure in creative professionals that There is a regular traditional card, makes them want to be creative in too, to appease conventional sensi- everything that they do. Menon bilities. responds, “Yes, there is pressure as The actual wedding ceremony we constantly want to make awe- is slated to be a simple affair. For some things. In this case, we were (From left) Bhat, Menon and Basak: Buzzy wedding those who cannot make it to the more excited than stressed about it A VIRAL HIT and posted interesting reactions. One wedding, the entire ceremony will because it was that one thing that he card has turned out to be a of the many random tweets went like be streamed (live) on the same we could make exactly the way we Tbig hit in the online space. Over this: “I don’t even know who these website. wanted.” 5,000 people have seen the invitation people are and I want to attend their [email protected]

20 afaqs! Reporter, February 1-15, 2012

WEBCHUTNEY Fully Powered Webchutney has developed a microsite dedicated to superstar Rajinikanth for the Bollywood site desimartini.com. It runs without the internet. By Nisha Menon

or superstar Rajinikanth, soon realised that nothing competed nothing is impossible. That’s with the might of Rajini’s on-screen Fprobably the reason why a web- and real-life persona. It had to be a site dedicated to the cult figure does simple concept that will baffle users not even need an internet connection to the point of disbelief, and then a to run! miracle will occur to induce gasps When desimartini.com, a site that of ‘OMG!’, in keeping with Rajini’s specialises in movie reviews and pro- original signature style. We knew we vides content about the latest movie were on to something big as soon as releases, wanted to pay tribute to the we cracked the idea to create a web- southern superstar, it decided to do site that will run purely on ‘Rajini it in a manner that does justice to his Power’. Amit Garg, business head, larger-than-life image. The brief given to digital agency Webchutney was simple -- create The visitor something special for the superstar on disconnects the his 61st birthday. It had to be unique and big, as big as the might of the internet connection superstar himself, and one that will reflect Rajini’s signature style! to enter the ‘Rajini’ The result was the microsite http://www.desimartini.com/alla- powered site boutrajni.htm, which showcases facts and excerpts from the superstar’s life Firefly e-Ventures (a wholly-owned and films. Visitors have to ‘earn’ the subsidiary of HT Media and owner, right to view the site, which is loaded desimartini.com), says, “To the grab with inside scoops, controversies, attention of the online audience, we facts and famous jokes on conquer- needed to show them something ing the impossible, and actions that they’ve never seen before, and only no one else but Rajini can perform, a Rajini website holds the credibility across three sections on the site -- to do so!” Rajinikanth the man, the superstar, Sudesh Samaria, national creative and the legend. director, Webchutney, says, “This But, for this, the visitor to the site (From left) Singh, Samaria and Garg: not powered by the net possibility has never been leveraged has to disconnect his/her internet con- on such a scale. With foot-tapping nection to enter the site. While browsing, if a user speed is down to zero, which is the basic premise music, vibrant colours, quirky quotes and illustra- connects to the internet, a message pops up, which on which the concept has been constructed. tions, and icons in true Rajini style and lingo, we says, “This was unexpected. To keep browsing, Gurbaksh Singh, creative director, Webchutney, knew that the campaign had all the right ingredi- switch off your internet”. says, “Desimartini came to us with a clear mandate ents to go viral. The microsite showcases the true The concept of the site is based on a complex to do something extraordinary to increase out- prowess of the superstar -- justifying his ‘larger- back-end algorithm that keeps an eye on the prop- reach and visibility. Initially, we followed protocol n-life’ image by making it happen online, but agation of data/information packets between two and began exploring ideas in the social, mobile without the internet!” terminals. ‘Magic’ kicks in soon as the broadband and digital space including augmented reality, but [email protected]

$ % &' << converting it into something them. It is a rich place for the positive. Be it our mascot Fido, brand to be in,” Jaitly tells afaqs! UPtimistic... or actors Mallika Sherawat, Yana Reporter. Gupta, cricketer M S Dhoni, and The campaign will be sup- tle. The activity will grab the now Bollywood star Sharman ported by outdoor, online and attention of the youth and have Joshi, our commercials were radio initiatives. A microsite cre- them talk about what makes always in the zone of positivity ated by the brand garnered 5.5 them optimistic about India. towards life.” lakh hits in two weeks, and car- The attempt is to bottle India’s Some of the past campaigns ries ‘positive news’ happening ‘UPtimism’. along these lines include ‘Bheja in India, or things to be happy Ruchira Jaitly, executive Fry, toh 7UP try’ and last year’s about. Facebook, Twitter and vice-president, marketing, bever- ‘Gussa Hatao,Chill Machao’. “In other forms of social media will ages (flavours), PepsiCo India, smaller towns, the youth is very also be leveraged to get the youth remarks, “7UP has always been positive about their ambitions to talk of what makes India tick. about taking the negative and and possibilities are endless for Jaitly: the positive side [email protected]

24 afaqs! Reporter, February 1-15, 2012

New campaigns across television, print, out-of-home and digital media. TELEVISION

SPICE MOBILES NOVARTIS INDIA HDFC LIFE Cappuccino’s pop music video style targets the youth. The A retro setting with exaggerated expressions add humour Click to Protect addresses different needs in the lifecycle phone offers Surround Sound (SRS) and Smart Touch tech- to this ad, the insight was that a blocked nose led to being of a bread winner. The films use the expression ‘I love my nology for internet access. ‘nasally misunderstood’. family, do you?’ Besides TV, the campaign includes YouTube Creative Agency: Saatchi & Saatchi India and Facebook. Creative Agency: Ogilvy India Creative Team: Amit Acharekar, Sandeep Poyekar, Creative Agency: Leo Burnett, Mumbai Creative Team: Mahesh Gharat, Pradyumna Chauhan Sameer Gokhale Creative Team: Rajesh Mani, Manan Mistry Production House: Good Morning Films Films: Anuj Alia, Tatvika Art Director: Manan Mistry Director: Shashanka Chaturvedi aka Bob Production House: Whodunnit Production House: Code Red Films Producer: Vikram Kalra Director: Sujay Shetty Director: Gajraj Rao PRINT

INCREDIBLE INDIA APOLLO MUNICH HEALTH VOLKSWAGEN Through wordplay INSURANCE With copy that tugs along with a strong Talking about a new at emotions, the visual, Maharashtra plan from the health ad is said to be is portrayed as the insurance company an unforgettable preferred state for – OptimaRESTORE, one talking about wildlife tourism. the ad puts together a surprise that Creative the features of awaits customers Agency: Xebec the plan and an on the purchase Communications astonishing feat as of a Polo or Vento Creative ‘unbelievable’. at Volkswagen Director: showrooms. Sagayarajan Creative Agency: Ashirvatham JWT India Art Directors: National Creative Ramaling Reddy, Director: Swati Creative Nelson Edward Dennis, Neha Bhattacharya Agency: DDB Mudra Copy Head: Raz Dmello Copywriter: Creative Head: Rajeev Raja Copywriter: Dilip M Chirag Bhasin Creative Director (Copy): Ranjit Sasidharan Creative Designer: Maltesh Art Director: Anirudh Verma Creative Director (Art): Sreejith Kodoth OOH DIGITAL

TATA DOCOMO SWAROVSKI INTEL The 40X43 feet billboard was backed by LED lights The creatives on the pole-mounted multi-photon ionisation Celebrating Makar Sankranti. A kite flying web portal was corresponding to the network towers. The lights shone, (MUPI) units display the image of a model showcasing designed featuring an interactive interface overlaid on first zone wise and then together, to show the brand’s the brand’s jewellery collection. All the units were placed web-based maps, where one could fly kites across cities network strength. The copy on the hoarding reads ‘No one at strategic sites across Delhi to capitalise on the festive online. covers Bengaluru like we do’. season and create a brand recall among the target audience. Agency: MOMS Agency: JCDecaux India Client: Intel Exposure: Bengaluru Exposure: Delhi Agency: Interactive Avenues

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26 afaqs! Reporter, February 1-15, 2012 KOTAK LIFE INSURANCE ‘Duplicate’ Success Kotak Life Insurance’s campaign revolves around a catchy jingle based on the evergreen hit, Aap jaisa koi mere zindagi mein aaye. News Bureau

ver desired a clone to help he outdoor innovations for KAIP feature the char- tide over hard work and Tacters of the TVC, along with the message, ‘Mere Eincrease your income? jaisa koi meri zindagi mein aaye’. Kotak Life Insurance’s new cam- The creatives showcase the images of the char- paign for Kotak Assured Income acters featured in the TVC, along with the message. Plan (KAIP) plays with the con- The outdoor campaign uses two innovations, of cept of ‘another you’, in which which one at Haji Ali, Mumbai features two 18-feet the protagonists imagine a better cut-outs of the singer character. life with the help of a clone. The other innovation, which also features two Created by JWT, the concept is characters, is back-lit by LED lights. Each character based on the Usage and Attitude is lighted, first separately, and then together, on the research undertaken by Kotak. hoarding. This innovation has been carried out in Mumbai, Ahmedabad and Bengaluru. The findings indicated that with The three-week outdoor campaign has been weak markets and inflation out- executed by MOMS in various languages across 66 stripping income, low-risk, cities. regular and guaranteed returns or Kotak has also tied up with Meru Cabs in ‘second income sources’ are gain- Mumbai. The campaign jingle is played as a pas- ing popularity. senger enters the cab and the meter starts running. KAIP claims to address this Mirrors attached to the back of the driver and pas- need, whereby on a payment senger seats inside reflect the passenger’s image term of 15 years, the policyholder and display another ‘you’ who can earn extra money. earns a fixed amount every year, The mirrors, too, carry the brand message. starting from the 11th year, for Another promotion through Delhi Metro Rail the next 20 years. Corporation (DMRC) involved the jingle being played The campaign collates every- at four stations on the Indira Gandhi International day scenarios played to a catchy Airport (IGIA) Express Route. The jingle was also (From left) Venkatraman, Mathias and Pardiwalla: cloning jingle, inspired by the evergreen played inside Metro trains, just before the trains hit ‘Aap jaisa koi mere zindagi mein aaye’ from Sharma (copy) and Dipika Narayan (vice- arrived at a station. the 1980 movie Qurbani. The television com- president and executive business director). mercials portray various situations where Rajesh Saathi of Keroscene directed the film. clones lend the protagonists a helping hand. The music was by Sanjiv Wadhwani. The ‘another you’ is a personification of the Pardiwalla says, “In an Indian scenario, plan (KAIP), and its offer of a guaranteed there is usually only one earning member in additional income source. a family, who always feels the need for sup- Elizabeth Venkatraman, head, marketing, plementary income. This was really the first Kotak Mahindra Old Mutual Life Insurance, building block for this campaign.” says, “Our offering is almost like ‘another Mathias adds, “We translated the insight you’, who works to earn as much as you do, into: wouldn’t it be great if there was another simultaneously.” one just like you. This helped us add greater The creative team consisted of Priya visual drama.” Pardiwalla (vice-president and senior creative Talking about the music, Pardiwalla says, director), Steve Mathias (assistant vice-pres- “It always helps when you find a track that ident and senior creative director), Anshul perfectly matches the idea and video. We just tweaked the first word of the song!” Saathi says that it was a challenge to remix a cult song. he ‘Mere jaisa koi’ campaign of Kotak Life Insurance is on the digital platform, too.The ‘Fayde ki Baat’ The director of photography is V Tapp on Facebook allows users to create a ‘clone’, which can do tasks on their behalf on the social net- Manikandan. Motion-control techniques working site. were used to create the double-role effects. Once activated, the ‘clone’ puts up links and posts on the user’s behalf and wishes his/ The campaign will run for five weeks her friends on their birthdays. The engaging user interface allows users to pick a gender across TV, radio, outdoor and digital media. and clothes, use a photo as the face, choose a personality and select interests. The TVC will run on 32 different channels, Elizabeth Venkatraman, head, marketing, Kotak Mahindra Old Mutual Life Insurance, including regional channels. The outdoor says, ‘‘This app brings alive the campaign thought. Your clone, once created, helps by tak- campaign covers 66 cities over three weeks, ing care of your online life while you live your offline one.’’ and is augmented by radio and digital cam- A slew of other digital initiatives support the TVC. Venkatraman adds, ‘‘As part of this paigns. campaign, we have used a mix of innovations and pure digital advertising (via ad networks Apart from banner ads on high traffic sites and websites that our audience typically frequents).’’ such as Yahoo!, Kotak is leveraging social The notable innovations include a Yahoo login billboard, a video wall on Yahoo and media such as YouTube and Facebook. It YouTube First Watch, which received 6.5 million impressions for the ad. The video wall has also developed customised content for is available in two slots (9 am-12 pm, and 3 pm-6 pm). Kotak Life Insurance is the first Android, Windows and Apple phones. brand in India to use this property. [email protected]

afaqs! Reporter, February 1-15, 2012 27

hen the global between August and December economy sneezes, the would mean that the newspaper rupee catches a cold. It would have to bear an additional happened in 2008 and cost of `9.5 lakh a day, which in a itW wasn’t different last year. When month translates to around `2.85 the Greek crisis hit Europe, Standard crore. On an average, English dailies & Poor’s (S&P) downgraded the import 70 per cent of their total country’s sovereign rating to at newsprint requirement. Newspapers lowest in the world in May. Three like The Hindu or Hindustan Times months later, S&P downgraded the have print runs of 15 lakh copies US’ rating for the ﬁrst time ever. approximately. And the rupee started sliding faster. For regional language dailies, the Between August and December import component of the newsprint 2011, the Indian currency’s is around 60 per cent of the total downward spiral took it from 44 to requirement. However, most a dollar to 54 - a decline of almost language dailies’ print run is way 23 per cent. In fact, the Indian rupee higher than the English dailies. For was the worst performing currency instance, a leading Hindi daily would in Asia in 2011. have a print run of more than 30 lakh Many sectors were hit. Along with copies, although it would have fewer automobiles, airlines, telecom and pages. steel, print, television, animation, Sunil Mutreja, executive director, production houses and DTH players Amar Ujala says that domestic too felt the pinch. The bad news was newsprint that has also become worse for some than for others. expensive does not help the cause Already burdened by the cost of domestic newsprint, the expensive dollar meant an additional load for the print industry.

FACING IT he impact of the depreciating Trupee varied across sectors. the print industry was perhaps one of the most affected. Already burdened by the increasing cost of domestic newsprint prices, the increase in dollar prices meant an additional load. Shantanu Bhanja, vice-president, Mutreja: trouble on all fronts HT Media says, “It has been a lean quarter (October-December) for the either. “While imports did become industry, with costs rising across the more expensive, domestic newsprint board. Most of our newsprint for our prices rose in the ﬁrst two quarters of English language dailies is imported 2011-12 by 6-7 per cent. Overall, our and they are dollar denominated newsprint costs went up by around costs. An expensive dollar has `45 crore. Considering the fact meant those prices have gone up that circulation numbersthat have proportionately.” Newsprint prices also risen, Amar Ujala was hit by today are hovering around $800 (it a 10-12 per cent rise in newsprint was $625 in May, 2011 and averaged costs (both imported and domestic $580 in 2010) a tonne. newsprint),” says Mutreja. But with Consider this example: A middle- prices touching $800 a tonne, will Many a business found it difficult rung daily with a print run of 5,00,000 the newspaper industry fall back on copies would consume 168 tonnes of what it had to do four years ago – to move swiftly as the dollar imported newsprint in a day. So a reduce pages, increase cover prices or weighed the ship down. hike of `9 in the value of the dollar delay new launches?

By Biprorshee Das and SNOWED UNDER Anindita Sarkar he television broadcasting Tindustry too was in the line of ﬁre. New channels and companies, in the process of buying equipment, lost much money. Most of the equipment in television is imported - starting from set top boxes, servers and playout systems to software like graphics. Bhanja: it has hurt A DTH (direct to home) or multi

STEEPER AND STEEPER Hedging is often resorted to as a 54.00 How the Rupee moved against the Dollar safe bet. Take for instance an Indian brand that chooses to create animation 52.00 for its television commercial abroad. The studio strikes a deal with a 50.00 foreign animation company to create the ad film for `50 lakh and decides 48.00 to sell it for `60 lakh to the brand, (Figurs in Rupees) thereby earning a profit of `10 lakh. 46.00 The company goes to the bank Kejriwal: flexible pricing trouble and writes a contract, in which the 44.00 former offers to pay a higher price says Saluja. to buy the hypothetical $100,000 at a It was not all darkness for the June ‘11 July ‘11 Aug ‘11 Sept ‘11 Oct ‘11 Nov ‘11 Dec ‘11 Source: Bloomberg price of `54 per dollar when the then television business. Analysts say the $3 billion business is outsourced) current price is `53 per dollar for the that overseas subscriptions revenue of animation content to the US. next three months. However, there went up sharply. But it has been a Animation work on some big budget is a risk here too - the fear that if difficult year for syndicated channels, films like Lord of the Rings, the Harry the dollar becomes `45, one will still say industry professionals. With the Potter series, The Chronicles of Narnia, have to pay `54. dollar becoming dearer, the capital and Spiderman 3 was done in India. Meanwhile, if the production expenditure for networks, on an Those who billed in dollars, stood is live and the client wants the ad average, went up by around 15 per to benefit from the depreciating film to be shot abroad at a certain cent. The impact of the rising capex rupee. The gain was, however, also was felt more by newer networks dependent on how the contract was than the established ones. Moreover, Ashutosh: cheaper for foreign players framed. For instance, if a person the race for broadcast channels sitting in India is charging $20 an to switch to high definition from system operator (MSO) would have hour as fees for his services, any standard definition will mean more been singed in the heat. Both buy fall in the rupee value will only expenditure. set top boxes (STBs) in bulk (12-15 increase his income. However, it However some say that million a year on an average). A 10 has to be noted here that if the international networks wouldn’t per cent rise in cost meant a huge rupee strengthens, then the service worry too much about this. “While hit. And, in most of the cases, the provider stands to lose on the flat and the proportion in India might have increase is absorbed by the provider fixed revenue. dipped, the same will have gone due to competition. Similarly, even within the gaming Tata: balancing act up abroad with its India earnings. Television networks that were industry, where revenue is shared The rupee revenue of established looking at expanding and buying new through licensing all across the cost when the contract was signed, networks has been inflated without content - especially international world, a fall in the value of the the sudden depreciation impacts the the channels having to do anything - end up either bearing the loss rupee leads to a proportional increase agency’s margins. at all. It is almost like taking money or postponing plans, says a media in earnings. Meanwhile, the costs out of the left pocket and putting it in pundit. “The situation became even remain unaffected since the labour PASS THE COST the right,” says Paritosh Joshi, chief more difficult for channels that and software used are local and are, ometimes, an established brand executive officer, STAR CJ Alive. buy imported software. However, hence, billed in rupees. Smay be ready to bear the extra There could be further concerns for channels which are essentially “The guy who is paying you costs, but not every time. Therefore, foreign ones (like Disney), India the dollars is not dumb either. either the location has to change or becomes a cheaper market to operate He understands that if the service the agency has to take the hit. “We in, with the same allocation of cost provider is already happy for less, try to make the deal in rupees so in the parent company’s financials,” there is no reason he should pay that we know exactly what kind of says Ashutosh, COO, MyTV. MyTV more. So, he often wants to reduce money we have to pay. Even if it gets is Cellcast Interactive India’s social the purchase price. Hence, if one to be a little more expensive, we can TV channel for India. Cellcast has sold his services on a flexible evade the fluctuations,” says a top develops integrated participation pricing or the prices are subject to creative executive on the condition content in the mobile and interactive negotiation on a regular basis, it is of anonymity. TV market. trouble,” explains Alok Kejriwal, Says Roopak Saluja, co-founder There are some who believe chief executive officer, Games2win. and managing director, Bang Bang Saluja: lucky to be international that the falling rupee will not Films and Jack in the Box Worldwide, have much effect on the television “Given that we work outside the when money is invested in content, industry. “This is because local and country often enough, our input especially when the size of the screen foreign firms sign the pact well in costs definitely went up. As the is immaterial. TV, cinema, computers advance. Moreover, we see a lot of rupee plummeted rather rapidly, and the mobile will attract equal negotiations that help us to balance several ongoing projects were hit.” volumes of content supply. There the effect with the Indian rupee,” Later, as the rupee stabilised at is optimism, however, as industry says Monica Tata, general manager, the `52-53 to a dollar levels, we were experts see this as a short-term Entertainment Networks, South able to pass the cost increase to the aberration. “Although the world at Asia, Turner International India. client. But, of course, that made us large continues to stare at economic The fall of the rupee has had a less competitive. Luckily, we do a lot uncertainty in the face, India remains significant impact on the content Joshi: global networks are fine of work for international clients,” cautiously optimistic but vulnerable production process too, be it gaming, to the risks associated with a slowing animation or the overall live-action global economy,” observes Turner’s industry. But it wasn’t all bad news. The fall of the rupee had a significant Tata. The animation and gaming impact on the content production process, All said and done, 2011 will be a industries almost overlap. And India difficult year to forget. is a leading provider (90 per cent of be it gaming, animation or live-action. [email protected]

afaqs! Reporter, February 1-15, 2012 31 DOMINO’S PIZZA Driving Desire The pizza brand has allocated an annual marketing budget of `34 crore, which it will spend on digital, television advertising and door-to-door promotion. By Anushree Bhattacharyya

ith the introduction of an online order- ing service in August 2011, Domino’s WPizza, from the house of Jubilant Foodworks, is all set to boost the digital game this year. The quick service restaurant (QSR) brand has allocated a marketing budgett of `34 crore to be spent on digital (including ssocialocial media), television advertising and door-to-dooror-to-door promotion through distributiontion of menu cards. Speaking about the strat-at- egy, Harneet Singh Rajpal, vice-president, marketing, as the customer will then positioning of ‘Khushiyon ki Home Delivery’, which Domino’s Pizza India, says, ﬁnd it convenient to place was launched in 2008, in an effort to create an “Food service is an impulse an order. emotional connect. Before that, the brand had category, and therefore, it iss While in the past, Domino’s more of a functional positioning of ‘Hungry Kya?’, important to continuously driverive hahadd launched various print cam- which stressed upon the USP of quick home the ‘need’ factor amongst the con-con- paignpaigns,s it feels that the medium has delivery. sumers. And, for that we needd to use failed to wwork for the brand, and there- It will also continue with the strategy of launch- marketing strategies that willl drive the ffore,ore, now rrefrainse from using newspapers ing three-four products in a year, with about one ‘desire’ factor.” anandd mamagazines.gazine Rajpal explains, “In the case product launch every quarter. Rajpal adds that the While the company will continue to advertise of food service, it is important to create an research and development team works to ensure on various channels on television, for digital, it experience. With television and digital, it is pos- that a menu is developed in view of the consum- plans to launch various activities and use other sible to do so. Print has its own restrictions, and ers’ need for the next two years. tools such as re-marketing, which follows website hence we have stopped using print.” The company also plans to open 80 new stores visitors around the web, giving them a chance The brand plans to continue with its current in the next ﬁscal (2012-2013), across Tier II and to convert. It also plans to make extensive use Tier III cities, taking the number of stores to 491. of search engine marketing (SEM) and search Currently, Domino’s has 411 stores spread across engine optimisation (SEO). In the last two years, “In the impulse 98 cities. “We are mainly looking at stores that it has worked to develop its Facebook page by category, it’s have a sitting area of 30-40 people. The idea is introducing various contests and activities. The to promote a functional dining experience,” adds company claims that it has 8.5 lakh fans following important to Rajpal. it on Facebook. drive the ‘need’ Domino’s Pizza, which claims to have 54 per In addition to this, the company will invest in factor.” cent market share in the organised pizza category, door-to-door promotion through distribution of will continue its focus on being a delivery-based menu cards that will include various offers and HARNEET SINGH QSR chain, and turn the brand into a household discounts. According to Rajpal, it is important for RAJPAL name even in small towns. the consumer to have knowledge of the menu, [email protected]

TANISHQ interactive platform to engage with jury comprises Revathi Kant, gen- our customers.” Along with new eral manager, design, innovation and designs, it will reveal useful insights development, Tanishq, Anaita Shroff on the brand’s products. Adajania, fashion director, Vogue Sourcing Designs The digital platform will be used India, and Shimul Mehta Vyas, men- to spearhead this effort. Participants tor, textile apparel and accessory ‘My Expression’ is an open contest that aims to are required to register at www. design, National Institute of Design . identify and reward the best creative minds across myexpression.tanishq.co.in, and Unny Radhakrishnan, nation- share designs through texts, pictures al director, digital, Maxus, says, the country. News Bureau or links to YouTube vidoes. Points “Tanishq has been one of the early will be awarded for adopters of digital media. Tanishq ata Group’s jewellery brand also collaborate with originality, inno- One, for men, was launched using Tanishq has launched its first Tanishq’s designers vativeness, level of only digital. In the Valentine 999 Tco-creation activity. Called to create the latest detail, degree of fit collection for the youth, digital was ‘My Expression’, the contest aims to collection. The top 10 with the brand, and the lead media. ‘My Expression’ now identify and reward the best creative finalists stand to win ‘manufacturability’. uses only digital.” minds across the country. `1,00,000 each. After public vot- Radhakrishnan feels that My People can submit jewellery Sandeep Kulhalli, ing, the best entries Expression will strengthen Tanishq’s designs for brand Mia, which targets vice-president, will go through to the relationship with its consumers. today’s working woman. The win- retail and market- Jury Selection round. The deadline to submit ideas is ning idea will be included in the next ing, Tanishq, says, The top 10 ideas will February 14, 2012. collection of the brand. Winners will “My Expression is an get cash prizes. The [email protected]

32 afaqs! Reporter, February 1-15, 2012

THE MOBILE INDIAN SURVEY Price Wars Fifteen of the phones that made it to The Mobile Indian’s list of Top 25 mobile handsets have dropped prices by up to `500. News Bureau

n October 2011, Nokia had unveiled the Asha TOP 25 HANDSET HOTLIST FOR DECEMBER 2011 line up, a series of lower-end mobile phones Ithat run on Series 40 operating system, to show Rank Dec Rank Nov Brand Model Price (`)3GOS its commitment to emerging markets, especially 1 1 Nokia Nokia-C5-03 7300 Yes Symbian India. Two months later, it launched the Lumia, 2 12 Samsung Samsung-Galaxy-Pro-B7510 8500 Yes Android a Windows operating system-based smartphone 3 NA Samsung Samsung-Galaxy-SL-I9003 18440 Yes Android series to increase its upper-end base. 4 4 Samsung Samsung-Galaxy-Ace-S5830 13900 Yes Android Nokia’s dual strategy of luring customers to both low-end and smartphone segments seems to 5 16 Samsung Samsung-Galaxy-Y-S5360 7350 Yes Android be paying off. This also mirrors in ‘The Handset 6 3 Nokia Nokia-700 16299 Yes Symbian Hotlist’ survey in January 2012. Asha 200, 300 and 7 6 Nokia Nokia-C6 11900 Yes Symbian Lumia 800 made it to the list as soon as they hit 8 NA Nokia Nokia-603 13550 Yes Symbian the Indian market. 9 NA Samsung Samsung-C3330-Champ-2 4010 No Java The Handset Hotlist is brought out by The 10 2 Nokia Nokia-701 17850 Yes symbian Mobile Indian (www.themobileindian.com) every 11 NA Nokia Nokia-Asha-200 4370 No S 40 month. It is based on a survey of online prefer- 12 NA Samsung Samsung-Hero-Music-E1232B 1599 No Java ences of over one million visitors who visited the site in December 2011, and viewed information 13 5 Nokia Nokia-C2-06 5700 No S 40 about mobiles on 14 NA Nokia Nokia-Asha-300 6715 Yes S 40 the Handset section, 15 6 Nokia Nokia-C2-03 4810 No S40 which lists more 16 10 Micromax Micromax-A70 7500 Yes Android than 1,500 models. 17 11 Nokia Nokia-C2-02 4289 No S 40 Sreekant 18 13 Sony Ericsson Sony-Ericsson-Mix-Walkman 6500 No Java Khandekar, direc- 19 7 Samsung Samsung-Star-II-Duos-C6712 6200 No Java tor, The Mobile 20 17 Nokia Nokia-2720-fold 2500 No Java Indian, says, 21 NA Nokia Nokia-Lumia-800 29999 Yes Windows 22 18 Sony Ericsson Sony-Ericsson-Xperia-Neo 18000 Yes Android 23 24 Sony Ericsson Sony-Ericsson-W8 9300 Yes Android 24 22 Samsung Samsung-Galaxy-pop-S5570 8350 Yes Android 25 19 Sony Ericsson Sony-Ericsson-Xperia-Neo-V 18000 Yes Android

“Two mobile phones of the Asha series gain popularity.” and one from Lumia have made it to Khandekar adds, “Another interesting trend is the list instantly on launch. This is rare. that 15 out of the 25 handsets in the list have seen a Normally, phones take a few months to (#>> SHAADI.COM com, says, “Angry Brides Letting off Steam is our way of highlighting the dowry nuisance. The matrimonial portal’s online game We took a stand highlights the menace of dowry. News Bureau on this issue to ensure a con- he online match-mak- to strike the dodging grooms with nect with the ing portal Shaadi.com has a weapon of her choice. The weap- younger audi- Tlaunched an online game ons made available ence. Hence, the to ﬁght the dowry menace. Angry are household items idea of an online Brides is inspired by Angry Birds, like rolling pins, game was devel- an extremely popular Facebook sandals, utensils and oped.” and smartphone game. The game, brooms. Each aim to publish on their The game has been concep- available as a free application on decreases the price of Facebook wall or tualised, designed and developed Facebook, has already attracted the groom, and adds tweet to their time- in-house by the Shaadi.com team. more than 2,70,000 ‘likes’. the saved money to line. The online portal, which allocates The game has three levels the player’s points, Ram Bhamidi, about 70 per cent of its marketing where the player gets to interact called the ‘anti- senior vice-president spends on digital, plans to take this with three grooms with a heavy dowry fund’, which and head of online game to other platforms soon. dowry price tag. The player needs players can choose marketing, Shaadi. [email protected]

34 afaqs! Reporter, February 1-15, 2012 )*

of 16 when I joined my father’s From Boots, I went to John Wyeth India. There (G N Alai) chartered account- I worked as chief accountant and company secre- ancy firm straight out of school. I tary for almost two years. would attend college in the morning and then go to his office. I AD TIME used to curse my luck, as I didn’t ithin six months of joining John Wyeth, I have the typical life that every Wgot an offer from Ulka. I refused because I other teenager around me had. don’t believe in being a rolling stone. However, But in hindsight it was one of the though I kept refusing their offers, they greatest defining experiences for approached me through various touch-points me as it made me more aware of until I finally thought, “Ok let me try it.” I joined the world around me, taught me in May 1990 and this was a defining moment. how to interact with people and One of the reasons I joined was because it was made me a better professional. In a change from the process and structure-driven office, I always got the rough end field of manufacturing. In fact, one learning that of the stick and that made me a I transferred from my previous jobs to my agency better man. roles is the importance of discipline and control mechanisms. There wasn’t much structure in the PEP PILL world of advertising when I joined. fter eight years at my father’s Also, since Ulka was a loss-making unit at the Afirm, I decided to step away time, I saw it as an opportunity because a strong from the profession – dealing with balance sheet is the most important thing for an certain government officials didn’t ad agency. I joined as vice-president, finance and sit well with my principles. I soon professional recognition came my way. In moved to Boots Pharmaceuticals, 2006, I was given the responsibility for finance where I grew from a rookie and operations of Asia-Pacific and Africa. Over accounts officer to a management the next six years, I had some brilliant micro- accountant. This wonderful level, transnational experiences. I learnt how to experience further shaped me. I manage diverse cultures and attitudes. I learnt learnt how various medicines are how Indians tend to be more generalist in their

FOTOCORP marketed, how to deal with the thinking and have a better world view. Abroad, government’s price control and people are used to specialisation and their per- still remain profitable and how to spective is always in silos. Striking the Balance interact with the stock markets. Another defining moment was when I was elected president of the AAAI (Advertising agesh Alai is multi-faceted. The executive Agencies Association of India) in 2010. Though director (India operations), Draftfcb Ulka “Early on, I always got I was involved with the AAAI for many years NGroup, has traversed finance, pharma and before this, it was a defining moment because it advertising, spending the past 22 years in advertising. was the first time since its inception that a finance Alai, who is also deeply interested in art and aesthetics, the rough end of the person was elected to head the group. antiquity, numismatics and philately, talks to afaqs! My father, Ulka’s Bal Mundkur and Anil Reporter about the key defining moments of his career stick. That made me a Kapoor and Boots’ DM Gavaskar have mentored so far... better man.” me at different stages in my career. I started my first job at the impressionable age As told to Ashwini Gangal

SONIC Interactive Mode The action channel will launch the first-ever digital show on its official website. By Nisha Menon

iacom18’s action channel beyond TV screens. Our audience Sonic has taken the digital is tech-savvy and loves gizmos. It Jaipuria: a tool for engagement Vway to woo audiences. It will was important for us to give them a launch the first-ever digital show platform where they can congregate, ‘Techno Sonic’ on sonicgang.com. interact and converse about topics ‘Text to Live TV’ segment. The fictional weekly show will have that interest and intrigue them.” A web exclusive for The viewer can give his verdict information capsules about gadgets. The show will have two teenag- now, the show will or opinion on topics ranging from Speaking about the rationale ers as grownabes’, discussing gadgets Bollywood, new gadgets, cricket, behind launching a digital show, from the future and their unique be extended to TV. music and events to current affairs. Nina Elavia Jaipuria, executive vice- functions. The show will also invite Aired daily between 6 and 8 pm, the president and general manager, viewers to come up with whacky has also started Gang updates on the show allows the audience to send in Sonic and Nick India, says, “We ideas for futuristic gadgets. channel with a daily segment, Sonic an SMS, which is flashed with their had to ensure that our viewers who A web exclusive for now, the Gang (live). In a bid to cash in on the name and city on live television. are young adults are kept engaged show will be extended to TV. Sonic interactivity, Sonic has launched a [email protected]

afaqs! Reporter, February 1-15, 2012 35 IMAGINE TV Readying For the Fight Vivek Bahl, who joined Imagine TV a few months ago, has a big task in hand - to bring back viewers’ confidence in the channel. He speaks to afaqs! Reporter on the plans ahead. By Anindita Sarkar

ost the re-christening of STAR One to one show at a time with the hope that Life OK, Imagine TV was pushed down by viewers will like it, and build cumula- Panother level to the No. 7 position among tive viewership with each success. the GECs. However, the channel hasn’t given up. “The first half of 2012 will see The general entertainment channel is getting small and simple shows to build that ready for a quiet re-launch. Last October, Imagine confidence in viewers. Once that con- got Vivek Bahl on board as chief content officer fidence is built, the second half will and since then, the channel is slowly gearing for a revamp. the channel failed to use Khan’s star “Turner wanted me to come on value to the optimum. board, take a re-look at the channel, Bahl points out that blockbust- and have a new vision.It has taken a “Movies are an expensive ers are a wrong strategy and work while and now, the plans are being only as a short-term plan. He says, put into action,” says Bahl. proposition. They garner “Movies are used to buy ratings but However, Imagine doesn’t intend ratings but do not garner don’t help to garner revenues. It’s to play all its cards at one shot. revenues. We want to pull our expensive and is used to stay ahead It plans to launch a slew of pro- in the weekly rankings. I agree that grammes through 2012. audience through our content.” we could have added GRPs, but we On January 23, the channel VIVEK BAHL are not in this game. We want to pull launched Gyan Guru, a quiz show our audience through our content.” based on religion and culture, slot- Imagine also plans to re-strat- ted at 7.30 pm. Bahl says that the egise its scheduling to use repeats show will not be episodic so that effectively. Bahl says, “For many viewers are forced to return the next day. have bigger shows like ‘Swayamvar with Veena’, channels, 60 per cent of its weekly GRPs come In February, it will launch two new shows - along with a number of new fiction launches,” he from repeats. They telecast those shows which Mi, Aaji Aur Saheb at 9.30 pm and Jamuna Paar, says. perform well. We will craft our creative strategy to the time band for which is yet to be decided. The He agrees that Imagine is currently on the back benefit from repeats in the long term.” initial focus will be to grow the early 7.30 pm foot because of its history. “I feel we have changed When asked about the successful revamp of primetime with a non-fiction (at a time when all tracks too often. The channel now needs to hold STAR One, Bahl says that the success of any other channels play fiction), and firm up its prime- itself steady,” he says. channel can’t be evaluated in one or two weeks. time slots with these two shows. “Eventually, we He adds that viewers have sampled the chan- He says, “I am not going to get worried by any intend to revamp the entire line-up from 7.30 pm nel for a non-fiction show, but fiction has been a new entrants. In fact, the good thing is that a lot of onwards. But it will happen over the year. The black spot. It did not build fiction shows on the viewers are willing to try out new shows. Today, change cannot happen overnight,” says Bahl. back of popular reality shows when its viewership any new channel with decent content and decent He accepts that the first task is to win back the achieved new spikes. Citing the example of Zor Ka marketing, will be sampled by the viewers.” confidence of viewers. Imagine plans to put up Jhatka with host Shah Rukh Khan, Bahl says that [email protected]

<< $ % (" Micromax A70 was the only TOP 10 INDIAN CHALLENGERS handset from an Indian player to have made it to the Handset Hotlist. Price Wars Rank Rank Brand Model Price(`) 3G Camera Dec Nov Pixel TOP 10 INDIAN price reduction varying from `100 to 1 1 Micromax Micromax-A70 7500 Yes 5 CHALLENGERS `500 compared to last month.” 2 NA Micromax Micromax-Superfone-A75 8990 Yes 3 ava Mobiles made its entry into In January 2011, 12 of the 25 the Top 10 Indian Challengers 3 NA Spice Spice-Mobiles-M-5455-Flo 2020 No 1.3 L most-sought after mobile phones are list. The Challengers List ranks from Nokia. Samsung follows with 4 NA Beetel Beetel GD470 2345 No 1.3 the 10 most exciting handsets from eight, Sony Ericsson with four and 5 10 Micromax Micromax-X78 4770 No 3.2 Indian marketers, based on visitor Micromax has one model. 6 NA Lava Lava-Mobiles-M70 4820 No 5 preferences in the handset guide Nokia C5-03 was the most 7 2 Micromax Micromax-A85 15200 Yes 5 section. searched mobile phone on The Commenting on the Challengers Mobile Indian, followed by arch rival 8 NA Spice Spice-Mobiles-Mi-350n 7710 Yes 3.2 list, Khandekar says, “We saw Samsung’s Galaxy Pro-B7510 and 9 NA Karbonn Karbonn-K-1616 4480 No 3.2 Micromax reducing the price of its Galaxy SLI9003. 10 5 Micromax Micromax-X560 3770 No 2 A-85, the only high-end smartphone Nokia’s Asha 200, 300 and Lumia in its portfolio, by around `4,000.” 800 and five other phones made Micromax A75, Spice Mobiles it to the Hotlist for the first time. Micromax garnered five slots this month, M 5455-Flo, Beetel GD470, Lava These were Samsung Galaxy SL M70, Spice Mobiles Mi 350n and I9003, Nokia 603, Samsung C-3330 while Lava Mobile made its entry into the Karbonn-K-1616 also figure in the Champ-2 and the Samsung Hero list. Music E1232B. Top 10 Indian Challengers List. [email protected]

36 afaqs! Reporter, February 1-15, 2012

Should User-generated Content Be Monitored? After being pulled up for ‘objectionable content’, Google, Facebook, Wikipedia and 15 websites are fighting for ‘internet freedom’. Will a move to monitor content backfire? By Nisha Menon /,-*+0*+ ,*.. 0-, ,-,+, +,-,.,/,, CEO, STAR CJ Live CEO, Games2win ED, Centre for Internet and Society Founder, [email protected] FOTOCORP SUSHIL KUMAR FOTOCORP FOTOCORP ONLY A *#&^X$ I FEEL THAT UGC UGC IS ALREADY HEAV- GONE ARE THE DAYS WOULD SUGGEST SHOULD NOT BE ILY MONITORED. WHEN A PIECE OF MONITORING USER-GEN- MONITORED, BUT FACEBOOK AND NEWS COULD BE ERATED CONTENT. HOW MODERATED. AND WIKIPEDIA ARE MONI- VETTED AND AN BIG IS UGC ANYWAY? THIS RESPONSIBILITY TORED BY PERSONS AND EDITOR COULD TAKE A SMALL LIES WITH THE USERS MACHINES. BOTS CONTROL WHAT WAS example. Twitter crossed or consumers. The reason for monitoring pornography being published. In these mod- this is simple – the wisdom of the ern times, content generation has 200 million tweets a day in crowd is more powerful than the through image processing or become real-time, making it prac- June 2011. At a compounded wisdom of one. intellectual property being tically impossible to monitor it. monthly growth rate of even On the other hand, sites like protected via watermark- With the scope of the internet 5 per cent that should have Google and Facebook, which are ing and pattern recognition being so large and new ways to in the dock for carrying objec- publish content coming up rap- ballooned to 280 million a tionable content, are being plain ensure that content is compli- idly, it becomes physically and day now. And we haven’t arrogant. They have forgotten ant with the law of the land. technically impossible to keep a even begun talking about their purpose for being here. Under the IT Act 2000, check. Facebook. Unless, of course, These companies must realise amended in 2008, ‘take down’ This is a classic case of shoot that just because India has a the messenger who brings bad you choose to do a China and great press and judicial system, notices can be sent to remove news. Just because a website firewall it out of reach. they do not have the freedom to illegal content. The largest brings up objectionable content It isn’t going to work publish anything that is deroga- national and international on a search does not make it because everyone will start tory to our culture. intermediaries bother about punishable. What is right and In my view, they are behaving wrong is a matter of judgment, figuring out our proxy serv- like spoilt American brats, who freedom of expression only and is totally subjective. ers. Or perhaps you, or have no respect for other cul- when it undermines their On a lighter note, to know why someone called Sybil, Sillable tures, mythology and values. business models. Wikipedia was blacked out for or Sibaling Rivalry decided to We should not fool our- a day, one will have to probably refer to Wikipedia itself! say, “to hell with Article 19 of selves into thinking that the the Indian Constitution”. Googles and Facebooks will My daughter figured out defend our fundamental how to beat Net Nanny rights. The next Parliament when she was 10. And some- session is the last opportunity one thinks he can have a for parliamentarians to ask for Supernanny to cover every- reasonable security practices. one?

38 afaqs! Reporter, February 1-15, 2012 POLITICAL CAMPAIGNS-PUNJAB A Different Poll Game Political campaigns are moving out of the realm of drab monotony and caste clashes. For the Assembly Elections in Punjab, the BJP-Akali Dal coalition focusses on development, while the Congress uses humour and satire to talk of current issues faced by the people of Punjab. By Anushree Bhattacharyya

nstead of piggy-backing on As people usually flip through the caste system, Brand Curry advertisements and do not pay Ihas designed the campaign too much attention, it was decid- for the BJP-Akali Dal coalition ed to make the advertisement government in Punjab to project related to the editorial content, development work. Apparently, so that it not only stands out, but People’s spirits the agency conducted a formal also has an impact on the people were not high and they often research to get a general feed- who live in Punjab. joked about back about the government. Tie ups with 12-13 daily news- corruption According to Subrata papers including The Tribune, Chakraborty, managing direc- Hindustan Times, Dainik tor, Brand Curry, “The overall Bhaskar, Indian Express and rayons Advertising has sentiment was that the current Dainik Jagran carry the message used humour and sat- government has carried out associated with the content. For Cire for the first phase of much development work in the the Congress party’s political state, especially in the space of Relating advertisements with editorial campaign in Punjab. The com- content ensured impact munication introduces two toon characters, Jeeta and Jaagi, who bring out the issues faced by the people in the state. The research stage revealed the relevant issues. Ranjan Bargotra, president, Crayons Advertising, says, “We discov- ered that people’s spirits were not high, and they often joked radio coverage. A Facebook page, about corruption. This led us to ‘Jeeta aur Jaggi’, has also been create a style of communication created. It has more than 16,000 that is for the people, by the peo- followers, claims Bargotra. ple, and of the people.” Huge cut-outs installed on A three-day teaser campaign mobile vans spread the mes- on print, outdoor and radio sage in rural areas. The vans ply introduced the two characters. between villages and play audio On the fourth day, the charac- spots which feature Jeeta and ters were revealed. The format Jaggi, and hand out masks with involves one character answering messages. Large cut-outs have questions asked by the other, also been placed at various mar- highlighting the failures of the ket places. The second phase of present SAD-BJP government. the campaign is expected to begin To promote the characters, shortly, during the polls. The campaign the rural market, there are simi- the agency launched an out of The second phase will talk lar tie ups with Ajit Samachar home campaign across media about the changes that the spans print, OOH and Daily Post India.The mes- formats in different cities. Congress party aims bring about, sage relates to the topic of the Local newspapers, and English in sectors such as education, and radio. editorial, thus ensuring impact. and Hindi national dailies have industry and employment. The out of home communi- been used, along with extensive [email protected] roadways. Therefore, the idea cation uses a range of outdoor was to highlight all the work media such as billboards, hoard- done by the government.” ings, bus-shelters and kiosks. The agency has launched a Additionally, a radio campaign campaign spanning print, out of has been launched to promote home and radio to promote the the development work of the good work done by the gov- government. ernment so far. Interestingly, it The agency claims that the has carried out many innovations campaign has already gained in its print campaign, which momentum, and Brand Curry is includes merging advertisements all geared up to it take it to the with the content of newspapers. next level. COLORS Sport Potential The channel has launched a new reality show titled ‘Ring Ka King’, which features 30 Indian and international wrestling superstars in a contest to win the final title. News Bureau

fter experimenting with formats such as Bigg Boss and Fear Factor - Khatron AKe Khiladi, Colors, the flagship Hindi GEC (general entertainment channel) from the Viacom18 stable, has joined hands with Total Nonstop Action (TNA) Wrestling and Endemol India to foray into the sports entertainment reality format. On January 28, the channel will launch a new reality show titled ‘Ring Ka King’, which will feature 30 Indian and international wrestling superstars who will contest to win the final title. Some of the international wrestling names that will be associated with the show include Jeff Jarrett, Matt Morgan, Scott Steiner and Monster (From left) Dhar, Abyss. Indian wrestlers such as Jwala, Mahabali Nayak, Singh and Jeff Veera, Romeo Rapta, Zoravar and Deadly Danda Jarrett: the reality of will also be a part of the show. sports TNA Wrestling is a privately held professional wrestling promotion organisation founded by Jeff Jarrett and Jerry Jarrett. The company broadcasts wrestling matches, it is the entertainment and the P Balakrishna, COO, Allied Media says that its events on television and the internet 52 weeks drama aspect of the show that will put the matches Colors is still primarily targeted at women. “With a year. TNA also gains revenue from live events, in perspective. the remote being controlled by the female viewers, product licensing and direct product sales. Placed at the 8 pm slot, the channel has roped accumulating viewers at prime time can be a big TNA’s headquarters is located in Nashville, in cricketer Harbhajan Singh as the goodwill risk,” he says. Tennessee; its operating company is TNA ambassador for the show. Some also believe that with such a show, Entertainment, LLC. “Singh is a cricketing icon in this country and Colors may lose its regular and steady audiences. Speaking about the show, Raj Nayak, CEO, connects with every kind of audience, especially in “Traditionally, India does not promote vio- Colors, says, “Yes, we have launched many big Punjab and Haryana,” says Nayak. lence. I don’t think parents would want their reality shows, but with this show there is a huge In India, where single TV households still rule children to watch such a show. In fact, the prop- potential of scaling it up even outside television. the roost, will Colors find enough audience for its erty could also tarnish the image of Colors, which We intend to take the format across the country, new property? has been talked about for its socially relevant while we keep the franchise, and also exploit it Media pundits are not very optimistic. fiction formats,” says a top media executive on through merchandising.” conditions of anonymity. Nayak believes that the show will appeal to the Amit Ray, independent media consultant, is viewers and advertisers who are constantly looking There is a huge potential optimistic that the show will do well during its for new and innovative platforms to reach out to repeats. “Wrestling brings out a voyeuristic pleas- their audiences. of extending the property ure amongst the audiences. While the format may Explaining the concept of the show, Deepak even outside television and not work during primetime, the show does have Dhar, managing director, Endemol India, notes potential when it comes to repeats,” he says. that while the focus of the show will be on the exploit merchandising. [email protected]

HBO Desperate Move? The move to introduce programming blocks in a channel’s content line-up is not new, but has found pace in the recent past. Will the strategy work? By Anindita Sarkar

s it forays into 2012, HBO has decided ity. “It gives both - the airtime seller and media to revamp its content schedule with fresh planner - a plank to recommend English movie Anew programming blocks. The attempt, channels for upmarket brands, with a match- according to the channel, is to offer customised ing TG profile/brand proposition,” notes Praveen viewership across age groups that include both the Tripathi, CEO at Magic9 Media and Consumer youth, as well as older audiences. Knowledge. HBO will have the ‘Thriller Thursday’ block to showcase suspense, thriller, and crime mys- IS IT A SUCCESS? tery movies; its ‘Action Saturday’ block will air any opine that until now, no block has been adventure-action movies in a double feature for- ‘block branding’ and sponsorship. Unlike many Mable to create a special identity for itself, mat wherein back-to-back movies will be played. other genres, buying in an English movie channel except for the Friday night blockbusters. Take for It has also introduced the ‘Family Weekend’ block genre is on the basis of titles and/or time bands. example PIX, which claims to dominate the Friday that, in turn, will house a sub-block. For example, Given the low ratings of English movie channels, 11 pm slot with a 31 per cent share across the six to begin with, the first sub-block under the ban- much of the selling is based on the qualitative pro- metros in the (TAM) C&S 15-44 AB category. ner will be the upcoming ‘Golden Ticket’, which file of the audience. Says Dinesh Rathore, general manager at will showcase latest premieres. It will be a mix of Blocks provide the comfort of selecting the Starcom MediaVest Group, “Many times, a chan- blockbusters, animation and sci-fi movies. movie genre that best fits with the media planner nel creates a block, placed on a certain day of the Additionally, to draw in further female view- and the client’s target groups and brand personal- week, maybe just for a month. And later, that ership, HBO has introduced ‘Girls Night In’, block is replaced by another theme-based block. defined by the channel as classy property for chic Therefore, the block created was so short-lived ladies. The ‘Last Chance’ block will showcase “Blocks give the that it was not good enough to create a loyal con- HBO blockbusters that were missed in 2011. seller and planner sumer habit.” The move to introduce programming blocks to a plank to recom- While Amogh Dusad, vice-president and head, a channel’s content line-up is not new. However, programming, PIX, agrees to the above, he voices the desire to craft such blocks within the genre has mend English a different take. According to him, many clients found pace in the recent past. If PIX chooses to movie channel for intend to buy those properties and blocks which showcase its most popular titles under the block a particular channel is promoting heavily at that titled ‘Awesome Saturdays’, it has the ‘Sunday upmarket brands.” given time, thus helping in the monetisation of Breakout’ with two films back-to-back, with mini- PRAVEEN the block. “This is because the advertisers know mum number of breaks shown. TRIPATHI, MAGIC9 that their brands can get the maximum visibility STAR Movies, on the other hand, owns the during those aggressive promotions. Also, while blocks ‘Sunday Double Bill’, which shows back- there are blocks which are nourished for long- to-back blockbusters, ‘Tea Time’, the evening “Advertisers know term benefits, there are those which are created movies, ‘Action @ 7’, and ‘Sunday First’, which that their brands for shorter periods primarily to put forward the will showcase movie premieres every week. channel imagery,” he says. can get the maxi- Tripathi notes that the universe of audience that WHY BLOCKS? mum visibility watches English movies is so small that a subset of ince every channel wants to air blockbusters during aggressive viewers, such as those watching a block is unlikely Sto grab viewer attention, a genre-driven block to create a measurable blip in TAM ratings. “The with good titles makes it easier for the viewer to promotions.” channels should fund an upmarket booster sample remember the schedule, and therefore, aids in AMOGH DUSAD, if they wish to provide some objective basis for appointment viewing. Second, such blocks create buying (and selling) of these blocks,” he says. revenue opportunities for a channel in terms of PIX [email protected] SIXTH ELEMENT KAMAL BASU I HEAD - MARKETING I SKODA 1

Crossing Over Three OOH agencies collaborate to form Sixth By Devina Joshi he was told to do at RK Swamy was to change his wardrobe, which consisted of jeans and T-shirts. He Element Advertising, also learnt that no work is too small. On his second offering a broader range hat is a man from a good ‘advertising family’ doing day, Basu was asked to go to the airport and send off in marketing? Meet Kamal Basu, Skoda’s new some advertising material to Chennai. B Basu, (the of outdoor solutions. Whead of marketing. brother who was in the creative department at Clarion) News Bureau When three brothers and a sister in the family are had advised him: “There will be times when you will in advertising, it would be safe to say that advertising find that the work doled out to you by superiors is runs in the blood. And if one of them moves out to the something that could be done by someone from the hree outdoor agencies in Pune client’s side of the table after a quarter of a century, it dispatch department. You could choose to look upon - Asha Publicity, Captions is news. So, when Kamal Basu, for- that as a learning and a chance to get TOutdoor Advertising and mer CEO of Ace Saatchi & Saatchi, to go across to the client’s office, have Hallmark Outdoor Advertising - was appointed as head of marketing, Skoda a cup of coffee and get to know him have collaborated to form a new Skoda, it created a flutter. better.” That bit of advice stuck with brand, Sixth Element Advertising, A ‘Bombay boy’, Basu studied at “happened”, Basu. with the aim of providing a one- Sydenham College and went on to After a short stint at Chaitra (now stop-solution for all outdoor needs obtain a degree in marketing managemanage- among Leo Burnett), Basu found himself and requirements of clients. mmentent from the Jamnalal BaBajajjaj Institute stationed at Clarion (now Bates 141) Manoj Daniel, chief managing ooff ManaManagementgement Studies. After he other reasons, in the late ’80s. There is another slice officer, Sixth Element, says, “Sixth ggraduated,raduated, Basu’s because of of advice that Basu refers to often. It Element will give us the leverage familfamilyy was came from Neena Varma, the head to move into other metro cities of cconcernedoncerned his passion of Clarion. The lady had once put Maharashtra. We plan to aggressively that hhee was him on to a difficult client, who had acquire new properties and sites at the ggettingetti n g for cars. a reputation of ‘throwing work out of into ‘‘darkdark the room if he didn’t like it’. Varma spaces’ reregardinggarding a career sstilledtilled an appapprehensiver Basu’s fears by telling him to choice. One of his brothersbrothers,, ““nevernever ggetet eemotionalm about work, because the work- DDKK Bose, who was at OgilvOgilvyy pplacelace never ggetse emotional about you. Find ways to at the time (Basu is the youngyoung-- kkeepeep the two sseparate.” eestst of 10 sisiblings),blings), introintroducedduced In 1993, BasuB joined Ogilvy, stopping over at hhimim to advertisinadvertisingg and Basu ReRediffusiondiffusion fforo a short while. He considers himself fofoundund himself in the client- ““lucky”lucky” enouenoughg to have worked with two legends, servicinservicingg department MManiani Iyer anandd Ranjan Kapur – and two vastly different Sixth Element will at RK SSwamy/wamy/ sschoolschools of ththought.o He worked on both Indian and give the leverage BBDBBDO.O. international bbrands like Asian Paints, Pidilite, Amex, TThehe first SeaSeagram’sgram’s anandd SmithKline Beecham. to move into other thing that A stint at OOgilvy Sri Lanka was his first encounter wwithith overseas markets, but Basu found the place heav- metro cities. ily ininfluencedfluenced by the socio-political environment in the countrcountry,y, and wwas back in Mumbai a while later to work current geography but shall also look on the HHULUL bbusiness. at cities such as Delhi, Bengaluru, AAfterfter eight years with Ogilvy, Basu came to Saatchi Hyderabad and Mumbai.” & Saatchi, ththee agency he became synonymous with The new entity will focus on cli- later on. A mmeeting with V Shantakumar, Saatchi’s ent servicing by offering a wide range hhead,ead, had hhimi buying into the agency’s culture. of outdoor sites including billboard ““Culturally,Culturally, SSaatchia was strongly networked, but com- inventory, gantries, bus shelters, pole ppletelyletely apolitiapolitical.c Shanta ensured there was no room kiosks, building facades, drops, wall for corricorridordor cconversations.”o Basu also learnt about the wraps and many more. concept of ccosto efficiencies and applying them to an According to the company, the aagencygency structstructure.u “Shanta taught me to be pragmatic.” joint collaboration will enable their AAtt Saatchi, BaBasu,s on his part, is credited with roping in teams to reach out proactively to Sourabh MisMishrah and Ramanuj Shastry in 2009. more clients, with a common vision His move tto Skoda is not the first time that a cli- and mission providing end-to-end eentnt poached hhim. Indiainfo.com had hired him as the products and services. marketinmarketingg heheada during the dotcom boom. And it was “The three agencies have worked a time when he forgot his thumb rule of not being separately for ages. We saw the need eemotionalmotional ababouto work. “It was a little risky, but heady. for consolidation to increase the It taught me a lot about freedom and responsibility, reach of outdoor advertising. If we aandnd soarinsoaringg totoo far, too high, too soon,” Basu chuckles. work together, we can come up with Skoda “ha“happened”,p among other reasons, because of more effective results,” adds Daniel. hhisis ppassionassion foforr cars. “I have spent more on cars than on Currently, the company is con- real estateestate,”,” ddeclarese Basu, who has worked on brands centrating on Pune. However, it ssuchuch as WagoWagonR,n Hyundai and Mahindra in his adver- plans to move beyond Maharashtra FOTOCORP tising days. within a year. [email protected] [email protected]

afaqs! Reporter, February 1-15, 2012 43 Some of India’s well-known professionals write on issues that they feel passionately about

KISHORE CHAKRABORTI The Politics of Ads

he world of advertis- For instance, diapers fight a tradition- ing is one of politics and al perception in society that nappies conspiracy. Brands and are not good for children; the per- consumers engage in a pri- ception is so strong that the young Tvate dialogue in the public domain. and modern mothers who pack their The agenda of secrecy is based on children in diapers are looked down the politics of taking consumers into upon as lazy and irresponsible by the confidence as against the world. traditional homemakers. What self- The passing on of some secret is ish mothers to pack their children in central to this politics. It is strange excreta just to avoid the drudgery of that the notion of secrecy, which has changing baby’s nappy -- that’s the played a pivotal role in a major body unspoken dialogue spouted by the of Western literature, has found such so-called mom-in-law. a cozy haven in the world of advertis- The task for a children’s diaper ing across brands and categories. maker is not just to remove the There is, of course, a fundamental doubts of traditional guardians that difference between the high culture diapers are good, but also to con- where the characters are defined by vince them that their young bahus people who seem to know some are not irresponsible; they are more secrets, and who, for some reason intelligent and sensible. Ultimately, or the other, fail or refuse to dis- it is the new-age mothers who will close them; the audience, along with ensure the use of diapers in their the storyteller, is the only other all- homes. knowing entity of the plot, and the The Pampers diaper ad is a tension is built around this interac- well-crafted one. A worried, young tion of the known and the unknown. mother ushers in an elderly lady In advertising, the passing on of 1 12 1$ 11 doctor to treat her baby with high secrets is the centre piece of diplo- fever. The doctor identifies wet nap- macy and through these politics, year % 11 3 pies as the cause of chest infection. after year, brands work out a gripping The young mother asserts that like drama of commercial communica- a dutiful traditional mother, she gets tion and persuasion. tion. People showcase their tent-like jhatka dhire se laage. Get on with your up repeatedly at night to change wet Silver screen heroines have whis- pre-slim outfits with their slim-fit life with a cold drink, or with your nappies. pered their beauty secrets from current wear to dramatise the secret favourite BRU. The doctor says that even the bathtubs. From donkey’s milk to of slimming. A suitably impressed With the passage of time, the poli- slightest delay can cause infection Dove, from Draupadi to Dadima, all peer group whistles and claps at this tics of ads have started encompassing and advises that nappies are not a spin very convincing beauty yarns victorious fight against flab. Before our life from all angles. Bournvita’s good idea for baby care at night. for the young and impressionable. you recover from the shock of this politics is to make milk look inactive Pampers absorbs and locks liquid, The secrets of advertising are so revelation, Lara Dutta reveals her until the brand activates it through and is, therefore, a more scientific democratic that it is not somebody’s secret of slimming in the breakfast its calcium and Vitamin D power. solution to avoid infection from wet selfish trade mark. It is waiting to cereal ad: “I eat,” she whispers. Cadbury chocolates are busy in life- nappies. The diaper’s case was well- be everyone’s unique formula. If There is no respite, there is no long politics to grab the cultural argued, as was the case of the choice Madhuri Dixit’s secret is mesmeris- escape, and honestly, who is really power centre of Meetha. Suddenly, of diapers by modern housewives. ing, the testimonial of the next door trying to escape? All secret dialogues, mothers look like such losers in the It is interesting that an elderly imperfect girl is equally important all ads preach jaruri hain yaar. You can- kitchen! Coke has already played its doctor talks against the traditional and treasured. Dove has glorified the not ignore them. The politics behind game and replaced Thanda paani with practice of her own generation, and imperfect, normal woman for quite these sermons and communications the matlab of Coca-Cola. Cadbury makes the use of Pampers generation- some time now. gives complete assurance to relax. Eclairs conspires with the lady shop- neutral. If the younger generation The politics of sharing secrets Brands and products talk like friends per to get rid of the over-enthusiastic asks for Pampers, it should be accept- can, sometimes, be as elaborate as to reassure. Tension mat le, main hoon salesman in a recent advertisement. ed as a better and improved solution the slimming odyssey of telemarket- na. No problem is big, no barrier is There is no overt ritual to pass on the to a childcare problem. The child ing, where incredibly obese Western insurmountable. Solutions are really secret like the good old days. People, will have a good night’s sleep, and men and women share, in monoto- available, chutki mein; be it a body products, politics, and preaching are so will the mother, and the brand. nous, dubbed Hindi, how they have ache, the yellow stain on the clothes, seamlessly merged into a conspiracy Politics well played! restored their slim selves from the blackheads on the tip of your nose or of consumerism. voluminous piles of flab by a five- crowbars under the eyes. Life always The more products/brands come minute-a-day miracle, crunching, triggers its shocks, and consumers up with offerings that challenge tra- (The author is vice-president, consumer gyrating, or moving like a pendulum are such slow reactors that the brands ditional perceptions, the more subtle insight and HFD, McCann Erickson on some funny mechanical contrap- have to take charge, so that zor ka becomes the play of politics in ads. India)

44 afaqs! Reporter, February 1-15, 2012 HINDUSTAN TIMES Mini on the Move Targeted at daily commuters, the compact, half-tabloid sized publication has 24 pages of light content from top news stories to city news, sports, entertainment and lifestyle. News Bureau

industan Times Media (HTML) launched marketing, HTML, says, HT Mini in New Delhi last month. HT “The needs of people on HMini, which is targeted at people who the move are quite differ- “need their dose of daily news and reading mate- ent from those reading the rial while on the move”, is a 24-page product with newspaper at home. They “The convenient form light, snippety content. One fourth the size of want something primar- will make it easier for mainline broadsheet newspapers (smaller than an ily to pass their time while commuters to read and A4 size sheet of paper), HT Mini is the size of half they are travelling and a tabloid, and is easy to carry. HTML is betting need something portable, carry, and hence garner on the fact that HT Mini’s convenient form will conveniently-sized, with acceptance.” make it easier for commuters to read and carry, content that is light and SHANTANU BHANJA and hence garner acceptance. entertaining.” HT Mini is pub- In its launch period, HT lished Mondays to Mini will be available in the Saturdays, and the select areas of Delhi and content range from NCR, and will be sampled top news stories to heavily outside Metro stations. A research con- rides. The launch of HT Mini will inject enter- city news, sports, ducted by HTML found that over 60 per cent of tainment into the daily commute,” says Vasantha entertainment, the Delhi Metro travellers prefer to spend their Angamuthu, HT special projects editor. and lifestyle. commute reading something, but nothing is read- Going forward, HTML will also look at more In a press state- ily available to ﬁt their requirements. avenues of distribution such as airports and city ment, Shantanu “The words ‘daily commute’ conjure up images cabs. Bhanja, vice- of crowded trains and cramped spaces. Until now, Bhanja tells afaqs! Reporter that depend- president, there was nothing to look forward to on Metro ing on the response and acceptance, HTML may also introduce HT Mini in other cities. A cover price, to be introduced in the future, must also be It will be sampled heavily outside decided. Currently, a lakh copies are being distributed. Metro stations. Research reveals Bhanja says that the format has received favourable that 60 per cent of Metro travellers responses from advertisers, who agree that HT Mini ﬁlls an untapped avenue. prefer to read while commuting. [email protected]

OUTLOOK BUSINESS Group, says, “It’s been five years since Outlook Business was launched in the market. We needed to bring a new perspective into this Futuristic Options half-a-decade old publication. We also realised the need to differentiate, In addition to a new tagline ‘Think Beyond. especially with about six magazines While the cover Stay Ahead’, the magazine has gone through a in the section. The new perspective is reflected by the new tagline, price is unchanged, complete overhaul in content. News Bureau ‘Think Beyond. Stay Ahead’.” the company plans s Outlook Business com- business strategies adopted by vari- to change ad rates. pletes five years, the Outlook ous companies, including changes AGroup has re-launched it in in marketing strategies. The Market While the cover price is a new avatar. Apart from a new tag- section highlights the condition of unchanged, the company plans to line ‘Think Beyond. Stay Ahead’, the stock market and the market increase advertising rates. The print the content of the magazine has also opportunities. For this, the content run has been increased to 1,25,000 gone through a complete makeover. is being sourced from Profit maga- copies. As part of the makeover, the zine, as the group has merged the “With the content of the mag- content has been divided into three editorial team of Outlook Profit azine being divided into various main sections, namely Enterprise, with Outlook Business. segments, advertisers get a choice to Strategy and Markets. While the The back cover of the magazine, select the placement of their brand Enterprise section covers content called Astalavista, features light con- more effectively for better com- related to investors and entrepre- tent such as book reviews and ‘Tips munication, which also provides neurs, including both small and by the CEO’. an opportunity to increase the ad large scale entrepreneurs, the Speaking to afaqs! Reporter, rates,” adds Roy. Strategy section focusses on the Indranil Roy, president, Outlook Roy: different needs [email protected]

afaqs! Reporter, February 1-15, 2012 45

MICROMAX MOBILES On a Logo Hunt Micromax Mobiles, along with Talenthouse India, has called for logo designs from working professionals as well as students from over 150 colleges and design schools. News Bureau

obile phone brand Micromax, in association with Talenthouse India, has Morganised a nation-wide creative contest to revamp the brand’s logo. The concept behind the creative hunt is to keep up with the changing market scenario and customer tastes, and bring about some freshness. The contest provides insights on perceptions and helps The objective of the exercise is to obtain information about consumers’ perception of the the brand to evolve with the changing market scenario. brand, and highlight the creativity that lies within them. Working professionals like designers, illus- “Apart from post- association with its customers, and it was natural trators, artists and students from various design ers and mailers, to invite our customers through a contest to co- schools and colleges are eligible to participate in create with us.” the contest. representatives Talenthouse India has promoted the con- Talenthouse India, in order to encourage stu- also offer presen- test through blogs, mailers and social media. dents to participate, has tied up with more than Participants can send their entries online. 150 design schools and colleges such as Picasso tations at college “The contest is a great opportunity to con- Animation College, Arena Animation, ZICA campuses.” nect with the consumers. The entries that come Animation Institute, Rafﬂes Design Institute and ARUN MEHRA in from artists all across the country will give us FX School of Photography. more interesting design options rather than have Arun Mehra, chief executive officer, just one agency working on the logo designs,” Talenthouse India, says, “As part of the pro- “Changing cus- adds Seal. motion, posters and mailers have been used to The winner of the contest will be awarded inform students. Moreover, representatives from tomer preferences an Apple MacBook Pro and an acknowledgment Talenthouse India contact the placement cell and require upgrada- of the logo creation on the corporate website of offer presentations at the college campus.” Micromax. The contest started on November Pratik Seal, country head, marketing, tion of everything 8, 2011, and the deadline for the submission of Micromax India, says, “The changing preferenc- representing the entries is February 6, 2012. es of customers require upgradation of not only brand.” The winner will be announced on February the technology, but everything that represents 28, 2012. PRATIK SEAL the brand. Micromax has always worked in close [email protected]

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

46 afaqs! Reporter, February 1-15, 2012

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

MAINLINE MEDIA

udha Natrajan was Khandekar. Banyan Netfaqs! owns and manages aheshwer Peri, Spromoted as chief the advertising and media website afaqs!, as well Mpublisher, executive officer, Lintas as The Mobile Indian. Venkat Mallik will head Outlook Group and Initiative Media and Tribal DDB’s India operations and continue to president, Outlook also appointed to the lead RAPP India, too. Publishing, has put board of Lintas Initiative McCann Worldgroup has promoted Charles in his papers. His Outdoor. She assumes Cadell as president, Asia- term with the com- national responsibility for Pacific and Prasoon Joshi pany is scheduled to the newly created Lintas as president, McCann end in March 2012, Initiative Media. Earlier, Worldgroup, South Asia. after which he will Natrajan was deputy SUDHA NATRAJAN They will report to Nick work as a consultant. MAHESHWER PERI CEO, Lintas Media Brien, chairman and Peri will concentrate Group. chief executive, McCann on his own publishing venture, Pathfinders, Dentsu India has made a series of senior- Worldgroup. launched in 2009. level appointments. Suresh Mohankumar is the Cadell will expand the Radaan Mediaworks roped in V Murugan national planning head, Dentsu Communications, group’s business across as chief executive officer. In his new role, while C P Arora has been appointed as group chief China, Japan, Korea and Murugan will be responsible for the overall financial officer and Suprotim Day as chief films CHARLES CADELL Australia and will be operations and execution of all projects for the officer, Dentsu India. based in Singapore. Joshi production house. He will report to Radhika Mohankumar was senior vice-president and will continue to strength- Sarathkumar, founder, chairperson and man- head of planning, Mudra South, while Arora was en the group’s presence aging director, Radaan Mediaworks. Earlier, working with JWT Delhi as vice-president and across South Asia. Murugan was COO, Makkal TV. executive commercial director. Day was head of Porus Jose has joined After com- operations at Stink, the London-based production Curry Nation as crea- pleting a stint of company. Based in Bengaluru, Mohankumar’s tive brand management. two years, Harsh mandate will be to lead strategic planning and He was creative director Rohatgi resigned brand management at Dentsu Communications at Express DDB Kenya. as head, program- across New Delhi and Bengaluru. Arora will be Jose will report to Priti ming and marketing, responsible for the group’s financial plans, P&L Nair, co-founder, Curry Turner General management, policies and accounting practices. PRASOON JOSHI Nation. Entertainment DDB Mudra appointed Louella Rebello as Networks’ Imagine executive creative director. Rebello will head the TV. Rohatgi’s creative team in Mumbai. She comes in from ALLIED next step includes Ogilvy India, where she was senior creative direc- launching his own HARSH ROHATGI tor. andeep entrepreneurial ven- In a major move, Sandeep Vij, CEO, has quit MMalhotra was ture, which he will announce in the coming DDB India. He will return to Banyan Netfaqs!, promoted as president months. which he co-founded in 1999 along with Sreekant and head, Mudra Max TV Today Network (TVTN) roped in - OOH, experiential Vivek Malhotra as vice-president, market- business and retail. He ing. Malhotra’s mandate is to develop the will report to Pratap brand and communication strategy for lead- Bose, COO, Mudra ing media brands under TV Today. He will Group and look after also take charge of the research and special Mudra Max’s expe- projects divisions. Malhotra will report to Joy riential businesses MANDEEP MALHOTRA Chakraborty, CEO, TVTN. Before joining including Kidstuff, TVTN, Malhotra was working with Big FM Celsius, Terra and Concrea, and retail clus- as head of marketing. ter including PrimeRetail, PrimeConsult, Swati Mohan was appointed as vice-pres- PrimeWayfinding and others. Earlier, Malhotra ident, programming and operations for Fox was president, Mudra Max - OOH. International channels and the NGC Network SANDEEP VIJ VENKAT MALLIK India. In her new role, Mohan will be responsible for programming and operations for the DIGITAL bouquet of channels, which includes National Geographic Channel, FOX Traveller, Baby TV, adan Sanglikar has joined Kunal Jeswani, national head, Neo@ Nat Geo Wild, Nat Geo Adventure, Nat Geo MA2DC, a digital media start Ogilvy. Music and National Geographic Channel HD. up, as CEO. Earlier, he was prin- OMD India has appointed Vinay She will report to Keertan Adyanthaya, manag- cipal partner, invention, Mindshare. Dholakia as general manager, digital. ing director, FOX International Channels and A2DC will be launched soon in Dholakia ends a stint of more than National Geographic Network India. Prior to India. three years at Hungama.com, where this, Mohan was national director, entertain- R P Singh, who was working with he led the digital services of the comment, sports and partnerships at Maxus. Starcom MediaVest in Singapore pany. The Hindu roped in Arun Anant as chief as regional communication direc- He will report to Biraja Swain, executive officer. Anant is the co-founder tor, has joined Neo@Ogilvy as vice-president, digital and emerging of IncValue, a management consultancy that vice-president, media. Singh will be media, OMD and will lead the non- advises promoters and private equity compa- based in Mumbai and will report to MADAN SANGLIKAR HUL team at OMD Digital. nies post investment.

afaqs! Reporter, February 1-15, 2012 47 STARCOM MEDIAVEST GROUP An Action-ﬁlled Time Ahead

afaqs!Reporter chats with three SMG hands - global heads Thierry Jadot, John Sheehy and our very own CVL Srinivas - about the power of digital media, the roadmap for ‘brand MediaVest’ in 2012 and SMG’s plans in the days ahead. By Ashwini Gangal

n a quick interaction at the agency’s Mumbai office, is that it is a country where social media - mainly afaqs! Reporter catches up with Thierry Jadot, the local players - is very strong. They are not an Iexecutive vice-president, emerging markets, Starcom English-speaking country, so all the big players MediaVest Group and CEO, Starcom MediaVest (such as Google and Facebook) have low market Group, France, John Sheehy, president, global opera- shares in Russia and in China (thanks to legal tions, Starcom MediaVest Group, and CVL Srinivas, reasons). In India, on the other hand, these big managing director, LiquidThread, Asia-Pacific, and players have a strong position in the market. chairman, Starcom MediaVest Group, India. The trio spoke about the power of the digital media In India, 2011 was about brands realising the and SMG’s plans for the coming year, amongst other power of digital, and making sure they have things. Excerpts: have a strong potential for growth, not only in some presence on this platform. ‘Digital’ was traditional media, but also in digital media. What like a buzzword last year; all brands ensured In mid 2011, when you were appointed to the we call dynamic markets are markets that have they had a Facebook page. Please comment. current role, the general plan was to divide higher volumes of business in digital. It’s not that Jadot: I wouldn’t say Facebook is the main thing. the global market into emerging (those with they’re more ‘dynamic’ than emerging markets in I’d say social media has become strong. Facebook potential for growth), dynamic (mature mar- any other way. is just a part of it. But yes, belonging to a com- kets that have high volumes of business) and munity is something that is becoming increasingly core markets (stable with midmid-sized sized volvol- How has this plan worked out for you so far? strong in every market. Note this interesting fact: uumesmes and some potentialpotential for Jadot:Jadot: WeW experienced a growth of 20 per cent The country in which the community of women ggrowth).rowth). How does India over 2010.2010 What is interesting in India is that we is most connected to social media is Saudi Arabia! fit intintoo this mix? are developingdevelo capabilities and revenues in digital JJadot:adot: EmergingEmerging markets and contcontent,e and not just in traditional media. Is just ‘being online’ enough for brands? are mainlymainly China,China, India,India, In China,China, things are going well because we are Jadot: Are brands doing enough in this matter? Of Russia,Russia, West AAsia,sia, experiencingexperienci steady growth. Among other mar- course not! This is because they still feel that tra- Poland, Turkey, Korea, kets,kets, RussiaRuss is going well, but is not at the level of ditional media (especially TV) is the strongest way and some east European growthgrowth inin China or India. Also, the east European to deliver the brand message to their audiences and countries. We have put market waswa suffering a little because of the crisis in reach all target groups. But we are in the process all these countriescountries into Europe. AAnd West Asia, of course, has been a bit of demonstrating that social media and digital the emergingemerging markets hit by the turmoil in Egypt. media in particular, can help reach the target more category because they closely. We, as a human experience company, feel are all strategic for us YourYour specialtyspe markets are India, China, that if a brand wants to be engaging and make con- compared to all the core andand Russia.Russ How similar are they in terms of sumers ‘live experiences’, then social media is the market or dynamicdynamic mar-mar- media spendingsp habits, behaviour of brands, key place. I don’t mean to say TV is dead, or print ket companies.companies. Besides and communicationcomm priorities? is dead. I just mean that every media has its role in being strategic, theythey also Jadot:Jadot: I thinkt what is common to all these mar- engaging the consumer. An integration of TV plus digital is very important.

“We are in the process of Which media platform will rule in 2012? Will it be digital or a combination of OOH (out demonstrating that social and of home) and digital? We’ve seen some interesting examples of the latter, such as Bing’s digital media in particular, can ‘Decode Jay Z’ innovation and Tesco’s ‘virtual grocery store’ in Seoul’s subway trains. reach the target more closely.” Jadot: I, personally, am a great fan of OOH. I feel that if you want to be closer to the consumer, you THIERRY JADOT have to be on the street. And, street could mean OOH or even street marketing. The medium is ketskets iis that the consumer in each is rapidly important today because consumers have all the enteringente the digital world. In India, the per- devices that can integrate different media channels centagece of people with laptops is very low, and keep them connected with out of home crea- bbut the percentage of people with mobile tives. Every brand challenge has its own solution pphones is very high. So, it’s a country - the solution may be 100 per cent TV, 100 per that’st going directly from ‘not many cent OOH, or a combination of the two. devices’d to smartphones! It is a country tthat will increasingly consume digital We hear that SMG is planning major acquisi- contentco through mobile phones. tions in India in 2012... ThisThi is something we’re experiencing in Srinivas: Actually, it’s too early to discuss spe- Russia as well, but what is interesting in Russia ciﬁc names or companies. But we are looking to

48 afaqs! Reporter, February 1-15, 2012

expand, yes. media. Today, multiple screens are talking to each everything and everything best is wrong. To know We’re trying to see how to expand our busi- other. how you can lead a client is what we focus on. To ness in line with our strategy. Our strategy, as Digital is not something that has to be man- work on a client-by-client basis has been our win- you know, is based on three pillars: Insights and aged in solitude any more. We have succeeded ning strategy. Analytics, Digital and Content. So, whether it’s in explaining this to some of our FMCG clients. in terms of acquisitions or partnerships, we want We are also demonstrating how online search can In India, the agency revenue model is cre- to get the right kind of talent and skill sets. We’re be managed with SEO, and how we can decrease ative-led as ad agencies have more margins looking at ways of fast-tracking growth in these investment in SEM. Also, online search also has than media agencies do. Do you see this three areas. to be combined with TV because when you see change given the kind of specialist verticals a commercial at 8 pm on TV, you know that the that media agencies are venturing into? Tell us about your plans to set up a ‘Centre request on Google will of Excellence in Analytics’ in India. We hear increase sharply in this will be an Indian effort, but in collabora- the very next minute. tion with SMG’s global team. So that’s why the Sheehy: Most of our clients are asking for ways two media have to be to measure and understand the basic change in combined. That’s the “Our desire within terms of how media vehicles impact communica- experience we had in tion. Analytics sit at the core of what we do. The France, and that’s what SMG is to provide full demand for analytics is going to grow so our goal we can do in India as is to create a ‘Centre of Excellence’ and leverage well. service - and we have that analytics capability here in India as a hub. We the scale and expertise also want to leverage the same in other markets. Brand MediaVest is hidden in the to do so.” You have improved France’s digital practices shadow of SMG. resulting in a significant increase of digital What’s the roadmap JOHN SHEEHY revenue in the recent past. How do you plan for MediaVest as a to apply your learnings from the French mar- brand in 2012? kketet to IIndia?ndia? AArere tthehe llearningsearnings Srinivas: Actually, transferable? 2011 was the year in JJadot:adot: First of all,all, I feel which we pulled MediaVest out of the shadow of Jadot: Yes, I see this changing in the days ahead. that experiencesexperiences (that is, Starcom. We expanded our footprint into Delhi, Like I said, we had 20 per cent growth in India consumers experienc-experienc- and we now have a couple of clients down in in 2011, and we can see that the growth is due inging thethe bbrandrand up close)close) South that are part of MediaVest. Of the 18 busi- to diversification. The growth was not just about cancan wworkork in bbothoth mmar-ar- nesses we’ve picked up in 2011, almost half have traditional media and winning new business, but kkets.ets. RecentRecently,ly, some been won by MediaVest. about digital and content. So, this is the future. experiencesexperiences tthathat were SMG and MediaVest have their own pedigree And, what is happening in India is exactly what implementedimplemented for and positioning in the market. Each has its own is happening in the rest of the markets and this is Samsung and other globally aligned clients. We will build on the where we’re pushing hard to make it happen. We big clients in the strengths of each of these brands. You’ll be sur- are investing in talent and strong management, Indian market can be prised to know that in the US, MediaVest is almost particularly in digital and content. implemented in France. as big as Starcom and has a similar market share. ConsiderConsider wwhathat tthey’vehey’ve And, I’m sure a day will come when that will be Are you bullish on winning new clients in donedone on TV for theirtheir tatabletblet the case in India, too. India in 2012, or will you focus on growing - theythey mamadede a commecommer-r- existing businesses? cialcial witwithinhin tthehe tatabletblet Starcom has many verticals and offerings. Jadot: We have to do both because we are living in anandd one sees tthehe Does this perception of being a jack-of-all- momentum here. We got 18 new clients in 2011, tatabletblet on tthehe TV trades agency enhance or hinder the way the and we hope to have more in 2012, but we have screen. ItIt’s’s a agency is perceived? to help the existing clients on the portfolio to go ggreatreat iidea.dea. Sheehy: That’s a good question. As we look to into diversification of their investment, through I tthinkhink wwherehere lead our clients, how do we pull together the offer- engagement. We have to create content for them. SMG can hhelpelp ings that are most relevant to building their brands We have to use all possible media including digital, is to shoshoww hohoww and their business? I think the challenge lies there. to go deeper into this relationship. we inteintegrategrate Like markets, clients have their unique needs. Our didigitalgital with desire within SMG is to provide full service - we Is the typical media agency getting more other media have the scale and expertise to do so. creative these days? in a councoun-- The challenge is also to look beyond SMG, and Jadot: Yes, and it is because media agencies invest try where within the Vivaki structure. We have great scale in a lot in human understanding and data and analyt- advertisers terms of furthering our data analytics capabilities, ics. So, media agencies understand perfectly what are mainmainlyly global partnerships and acquisition capabilities. the consumer expects, the DNA of brands, and the consuminconsumingg So, it’s about looking in, recognising what we do affinity between the brand and consumer. Because tratraditionalditional best, and leveraging that. To think you can do of this, media agencies can build experiences that fit in perfectly. Thanks to data management, media agencies are less intuitive in terms of creativity, “Our strategy is based on Insights unlike advertising agencies, and I think it is important for advertisers to have a rational approach and and Analytics, Digital and consistent insights. This is why the creativity, in terms of experience, is more efficient. In the ‘new Content. We’re looking at ways of world of media agencies’, we think and elaborate on the creative content, and this can’t be done fast-tracking growth in these.” without the media eco-system. The industry and media agencies have both evolved. CVL SRINIVAS [email protected] SUSHIL KUMAR

afaqs! Reporter, February 1-15, 2012 49 MTV ROADIES Watch Out! To promote its adventure-based reality show Roadies9, MTV’s in-house design team created an innovative 70x10 feet hoarding with smoking guns. By Jhumur Nandi

TV rolled out a multimedia campaign on January 1, for a period of 15 days, Macross various mediums which included TV, radio, print, digital as well as outdoor. The outdoor campaign comprised large-sized hoardings placed near the trade areas and youth hangout places across Delhi, Mumbai and Kolkata. While the creatives were designed by MTV’s in- house team, the campaign was executed by the out of home (OOH) ﬁrm Alakh advertising. The creative of the hoardings consisted of an image of Raghu, the host of the show, holding a gun in each hand. The creative was created in such a manner that it showed Raghu in no mood to spare anyone, ready to punish those who do not follow trafﬁc rules. In order to make the hoarding more impactful and authentic, the channel innovated a hoarding

of 70x10 feet. While the creative was the same, it MTV also appeared that both guns released smoke after being ﬁred. While the smoke effect was created with the used 200 help of smoke guns placed behind the guns, LED light was used to cast the impression of the guns BEST buses being ﬁred. The smoke comes out through a hole with the made at the front of the gun. The smoke guns were manually operated. Roadies The innovation, which was placed on January 4, was executed in Mumbai at the Mahim Causeway, branding for a period of 10 days. The ‘smoke effect’ was on them. 4&>>

ZEE CINEMA North meets South To promote the South Film Festival being aired on Zee cinema, MOMS executed a 10-day long outdoor innovation complete with dosas and samosas. News Bureau

OMS, the outdoor unit two characters sat on of Madison World, rolled a see-saw, with the Mout an out of home top plank designed as (OOH) innovative campaign, in a a dosa, and the base, bid to promote Zee Cinema’s prop- a samosa. The move- erty ‘Dosa meets Samosa’, under ment was balanced which the channel airs movies from with the help of a and relevance of this, 22, 2011, across Mumbai, Delhi, the South, dubbed in Hindi. motor attached behind and as a team, strive to Ahmedabad and Pune. In Mumbai, The campaign was launched at the hoarding. strike gold every time the outdoor innovation was carried high visibility areas to gain maxi- Dipankar Sanyal, through every cam- out at three places including the mum attention. To lend a southern chief operating ofﬁc- Sanyal: striking gold paign and for every Mahim Causeway, Bandra Turner as well as a northern ﬂavour to the er, MOMS, says, client.” Road Junction, and the Juhu Tulip campaign, the creative showcased “Innovation is a must for every The campaign, which kicked off Star junction, with one site each in two characters - one, a South Indian client, and for every campaign. At on December 12, 2011, was on for the rest of the cities. and the other, a North Indian. The MOMS, we realise the importance 10 days, and ended on December [email protected]

50 afaqs! Reporter, February 1-15, 2012 KFC A ‘Good’ Menu After 45 years, the fast-food restaurant has launched a 360-degree campaign to promote its new tagline, ‘So Good’. News Bureau

entucky Fried Chicken, aka KFC, has application, wherein changed its tagline from ‘Finger Lickin the application senses KGood’ to ‘So Good’, after a gap of almost 45 movement through a years. Additionally, the fast-food brand has intro- web camera, and shows duced a healthy food menu based on the process of it on the computer grill, such as Fiery Grilled Chicken. To promote screen. This application the same, KFC launched a 360-degree advertising is based on the theme campaign in December last year, which included a of ‘Set themselves on television commercial (TVC), radio promotions, fire.’ The campaign has digital activations, in-store as well as outdoor pro- recorded over 1,500 motions. Talking about the initiative, Dhruv Kaul, director, marketing, KFC India, says, “The intro- “The new for- duction of the new grilled format is in line with mat is in line our commitment to keep offering innovative and with our com- tasty products to our customers.” The commercial, conceptualised by Ogilvy India, is based on the mitment to keep theme ‘Sets you on fire’. The TVC highlights the offering tasty product’s key attributes - cooked on fire and fiery in taste. The plot revolves around a youngster who products to our dents his elder brother’s car and escapes his wrath customers.” after allowing him to take a bite of Fiery Grilled DHRUV KAUL chicken. The TVC is currently on air on various channels. KFC has also launched an in-store, as well as videos, and 70,000 new users have joined the KFC A contest has been launched for the bloggers, an outdoor campaign. For these, it has created Facebook fans. too, inviting them to describe a series of events, in illustrative hoardings, menu board animations, Furthermore, KFC has partnered with which they have escaped tricky situations. a unique 3D floor sticker and other tools. The Indiblogger, a blogging community, to conduct The fast-food brand has partnered with radio OOH campaign has been launched across 30 cities a sampling activity, in which vouchers to review stations across the country to highlight moments in the country. the new food item are being given to the first 500 from people’s lives, in which they have overcome Meanwhile, as part of the digital promotion, the bloggers who click on the banner and submit their sticky situations. brand has launched a motion-sensing Facebook details. [email protected]

TATA HOUSING Out in the Open Clear Channel Mudra has executed an innovative outdoor campaign across 15 locations in Ahmedabad. News Bureau

Ahmedabad’s real estate market. Tata Housing Development Company has introduced the project in partnership with Arvind Mills. The campaign was launched to look, were separately attached to the coincide with the Uttarayan festival, billboards. The billboards carry the which is considered to be an auspi- message ‘Now Uttarayan will be cious time for new developments Grander!’. and acquisitions. It is customary to Moreover, in order to connect fly kites during Uttarayan, and four with the celebrations related to the outdoor creatives made use of the festival, a large kite string holder kite theme to engage customers. was installed on a mobile van. The One of the billboards features campaign was launched in the first lear Channel Mudra, the Channel Outdoor, has launched an cut-outs of kites, while another has week of January and continued for 15 joint venture between the outdoor campaign for Tata Housing a cut-out of a child flying a kite. CMudra Group and Clear Development to mark its foray into The cut-outs, created to give a 3D 4&>>

afaqs! Reporter, February 1-15, 2012 51

- -% MAX SOURABH MISHRA Chief Strategy Officer, Saatchi & Saatchi India Room for Connect As part of the on-ground activation, bedroom and often end up reading multiple books I simultaneously. Currently, I am read- living room sets were created at prominent malls ing Lovemarks - The Future Beyond across 11 cities. News Bureau Brands by Kevin Roberts, This Is All I Have To Say by Swapan Seth, Words To Live By by Eknath Easwaran and ulti Screen Media’s Hindi Data-driven Marketing: The 15 Metrics movie channel Max Everyone In Marketing Should Know Mlaunched a consumer by Mark Jeffery. engagement activation to promote Lovemarks is all about the next level its weekend programming, which of evolution of brands written by the CEO of Saatchi & Saatchi. It forces airs Hindi movies for family enter- one to revisit the basics of one’s business. This Is All I Have To Say is tainment on weekends. written by a father for his children, encapsulating his take on life; it has a The on-ground activation simple, from-the-heart quality to its writing. Words To Live By is a col- attempted to reach and engage lection of 365 passages, each one meant for a day of the year. It is like a viewers in order to strengthen its stimulus to have a small spiritual conversation with oneself programme format. and introspect every day. I’m not sure if I aamm The activation was scheduled for Seth: sitting tight enjoying Data Driven Marketing, but it is a nice-ce- to-know thing in my business. My preferred genre is ﬁction; good ﬁction is evocative, insightful and interesting. Some of mmyy all time favourite books are Kahlil Gibran’s Thehe Prophet, Ayn Rand’s books, Sun Tzu’s The AArtrt Of War, and Shrilal Shukla’s Raag Darbari (thishis should be essential reading for account plannersrs in Indian agencies). As told to Ashwini Gangalgal

<< $ % 4' << $ % 4! Watch Out Out in the Open created every day for two hours, days. The billboards were put up at ‘Max’imum view between 7.30 pm to 9.30 pm. 15 important - and visible - locations MTV also used 200-225 BEST in the city. buses, which had the Roadies brand- Rajeeb Kumar Dash, marketing ing either on the side or at the back head, Tata Housing, says, “The timing of the campaign has been the Visitors could also sit and relax most important factor, given the Amdavadi’s love for kites. The col- on the sofa while watching ourful layout of the hoarding captures vibrancy and energy, symbolising the programmes on max spirit of the people during this festive season..” weekends at various malls, across Max’s campaign, based on the theme Arun Rogha, group account direc- 11 cities. It started on January 21 ‘Saare hafte lagey raho, weekend pe padey tor, Clear Channel Mudra, says, “The and was executed simultaneously raho’, rolled out in December, 2011. in Mumbai, Lucknow, Chandigarh, As part of the campaign, the Ahmedabad, Indore and Meerut. channel had rolled out a series of The billboards During the subsequent weekend, three TVCs in December. Social came up in 15 key the activation was carried out in media and online forums were also Swamy: phenomenal impact Delhi, Nagpur, Jaipur, Varanasi and involved. locations. Agra. Gaurav Seth, senior vice- of the buses. One entire bus was At all the venues, the channel set president, marketing and fully branded, based on the Roadies challenge was to use the out-of- up either a bedroom or a living room communication, Max, says, “Max theme. home (OOH) space to maximise the that comprised of a sofa, a table and is known for its innovative market- Aditya Swamy, executive vice- scope of pure branding that stands a television on a wall. A person sat ing and on-ground initiatives. After president and channel head, MTV, out from the clutter in the market. and watched the TV at the venue, receiving an encouraging response says, “We wanted to bring the Cut-outs of kites were installed to give a feel of how the viewers are on television and social media plat- Roadies experience to life with inter- on all hoardings to gain high impact glued on to Max over the weekend. forms for this campaign, it was fair active billboards as a key innovation and generate buzz for the upcoming Visitors could also sit and relax on to take the campaign on-ground for in our campaign. The impact has launch of the mega township and the sofa while watching programmes a total 360-degree connect with the been phenomenal.” celebrate Uttarayan.” on Max. consumers.” [email protected] [email protected] The activation was an extension of [email protected]

52 afaqs! Reporter, February 1-15, 2012

JOBSWITCH

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54 afaqs! Reporter, February 1-15, 2012 SHE INTENDS TO BUY A WASHING MACHINE IN THE NEXT THREE MONTHS

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