August 16-31, 2011 Volume 2, Issue 16 `100 38 What is it that draws people away from advertising to other careers? 468 32 18 PLUS LIVINGSOCIAL.COM Surprise, Surprise 20 TWEETLEVEL.COM Who’s Influential? 20 DISNEY/UTV PROFILE TELUGU NEWSPAPERS SBI Between the Lines 34 Vikram Chandra Retirement Sells Sigh of Relief BPL CHIRAG NDTV’s Group CEO has Retirement ads are big “Don’t worry,” says this his work cut out. business for Telugu dailies. new campaign. Lighting up Lives 64 - !"#$%&$$' ( )*+ !" #$ %&$& ' , Sudip Nag, GM (Advertisement) - 96861 88840. Vijaya R - 98440 92091, Nagesh H R - 94498 29038, Anantha Krishnan - 81477 52856 Deepak Menon - 98106 65814 Prabal Deb - 98303 75315 A V Vinod Babu - 99520 16709 Ramachandra Rao - 98490 41737 Rajeev Pathria - 98201 51642. ! [email protected] EDITORIAL This fortnight... Volume 2, Issue 16 here’s nothing earth shattering about switching careers. People have been doing it for ages. What makes a career switch interesting, however, is when the new one is entirely EDITOR T Sreekant Khandekar unexpected. PUBLISHER The advertising industry has always been an interesting melting pot - whether it is people Prasanna Singh and their background or the culture. Advertising folklore is replete with stories CONSULTING EDITOR M Venkatesh such as a doctor becoming a creative director or a tea taster becoming the head of CONTRIBUTING EDITOR an agency. Prajjal Saha August 16-31, 2011 Volume 2, Issue 16 `100 38 And then there are those whose first-career is advertising. Those who worked SENIOR LAYOUT ARTIST Vinay Dominic their steadfast way towards getting that dream job in an agency. But there comes LOGISTICS a time when the mind turns to other things besides the usual grind of creative Rajesh Kanwal layouts and client servicing. Things that, more often than not, have nothing at ADVERTISING ENQUIRIES all to do with advertising. Hansika Koli, (0120) 4077834 4077837 Noida Varun Mohan, (022) 40429702-5 Mumbai Burnout, boredom, erosion of the fun factor or just plain politics, whatever [email protected] What is it that draws people away from may be the reason, this fortnight’s cover story has a fascinating array of advertising advertising to other careers? Marketing Office professionals who went on to do different things. B-3, First Floor, Sector-4, Noida-201301. 468 32 18 PLUS Tel: (0120) 4077800. LIVINGSOCIAL.COM Surprise, Surprise 20 It is not as if they woke up one fine morning and suddenly decided to try TWEETLEVEL.COM Mumbai Who’s Influential? 20 DISNEY/UTV something new. There is much more thought behind the decision than a let’s- 501-502, Makani Center, 5th Floor, PROFILE TELUGU NEWSPAPERS SBI Between the Lines 34 Vikram Chandra Retirement Sells Sigh of Relief BPL CHIRAG NDTV’s Group CEO has Retirement ads are big “Don’t worry,” says this Off Linking Road, Bandra (W), his work cut out. business for Telugu dailies. new campaign. Lighting up Lives 64 try-it-and-see whim. Each of the men and women featured this fortnight had a Mumbai - 400050 dormant passion - or two - that was just waiting for the right spark. Tel: +91-22-40429 709 - 712 There is, in every advertising person, an urge to explore. This is what brought her or him Bengaluru S-1, New Bridge Corporate Centre, into the advertising field in the first place. Explorers will be explorers. They tend to go out 777 D, 100 ft Road, Indira Nagar, and look around for something else to do when there’s nothing much to do in the current job. Bengaluru - 560038, India Subscription Enquiries The overpowering passion to do their ‘own thing’ gets the better of most. However, it is Garima Agnihotri, (0120) 4077837 those who have the stomach to take a risk that jump in with both feet. Life After Advertising [email protected] is the story of such risk-takers. It is also the story of what triggered these admen and women Printed, published, and owned by Prasanna Singh, Publisher, to take that risk. at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063. M Venkatesh Printed at Cirrus Graphics Private Limited B-62/14, Naraina Industrial Area, [email protected] Phase II, New Delhi – 110028. CONTENTS 22 52 PLUS STAR NEWS-IBNLIVE RELIANCE COMMUNICATIONS The Future of Convincing Enough? 14 News afaqs! events presents MVL MOBILES an analysis of the Not Without My Phone 14 news business. DOUBLEMINT Giving that Edge 22 DEFINING MOMENTS 19 62 Shantanu Bagchi NORTH EAST INDIA A film-maker who believes in Fitting the Jigsaw 42 planning thoroughly. SONY TV POV 28 Everyone Likes it 48 Spoofed Out? REALTY POSTERSCOPE-REEBOK Are brands actually over- Quaking Ground Well Toned Out DISCOVERY reacting to being spoofed by Why realty firms are cutting ‘SMS 2 Unveil’ involves a A New Language 62 rival brands? ad spends in NCR. step by step revelation. afaqs! Reporter, August 16-31, 2011 5 HERO MOTOCORP Sponsored by fter splitting with Honda, the ist Wolff Olins was handed over new Hero Motocorp logo the responsibility to create the new Awas launched at a star-stud- brand identity. Maxus will handle ded event in London. It was attended the media mandate for the brand. by celebrity musicians, actors and The logo continues to have the Lakme> Hindustan Unilevers has roped in sports personalities such as Akon, AR colour red, a colour that has been actress Kareena Kapoor as the brand ambas- Rahman, Shahrukh Khan, Anoushka associated with the Indian two- sador for Lakme ABSOLUTE. The brand is a Shankar, Boris Becker and David wheeler giant for ages. high-performance long wear make-up range Coulthard, to name a few. The company has also roped in with products that last up to 16 hours. The new On the new identity, Charles Bollywood actor Ranbir Kapoor and range is inspired by the modern woman who Wright, director, Wolff Olins said, cricketer Irfan Pathan to endorse the plays myriad roles across her personal and pro- “Hero has become an iconic brand in brand. Hrithik Roshan will be associ- fessional life. As the face of Lakme, Kapoor will be a part of India. The task we had at hand was to ated with the brand. The company the brand’s campaigns. build on the image of an Indian com- has also commissioned a new brand pany going international”. It took anthem by AR Rahman. over 3-4 months for Wolff Olins to “The anthem is about human sto- Goa-based Nestle India> The company create a new brand identity for Hero. ries. It won’t focus on the star power designer has tied up with Goa-based fash- “The colour red in but will talk about Wendell Rodricks ion designer Wendell Rodricks to give its confectionery brand the logo depicts con- Indians and their asso- has designed Polo a stylised look. Rodricks has designed the packaging for tinuity and change. It ciation for years with MARKETING the packaging the four new Polo flavours - Lime Mojito, Watermelon Sorbet, also depicts conflicts.” Hero,” says Nair. for the new Polo Peach Schnapps and Cocoa Mocha. The new fashion flavours There is an ‘H’ formed Explaining the new flavours. aim to take the brand from a high street approach to a fash- in the logo. The angu- tagline Hum Main ion label and capture the sensibilities of generation next. lar formation of ‘H’ Hain Hero, Nair says, symbolises that Hero “There is a hero in is no longer dependent The logo each one of us.” Britannia> FMCG major Britannia is all set to venture on foreign expertise designed by According to Nair, into diabetic-friendly products and set up several greenfield for its brands. It will it took several months bakery factories including in Bihar, Orissa and Karnataka. The be focusing on its own Wolff Olins of planning to form the company’s decision to enter the category has been influenced engineering capabli- continues to have new identity. “When by high price of ingredients due to the food inflation. Besides, ties. The position that you migrate, it cannot Bihar, Orissa and Karnataka, the company also has plans to Hero Motocorp will the colour red, a be overnight,” he adds. set up bakery factories in some yet-to-be-disclosed location strive to acquire out colour that has The group is plan- in western India. of this new identity is been associated ning to connect better ‘Catapoult’, a motor- with the Indians. The cycle can transform with the Indian entire creative strategy Avon is planning Avon> Cosmetics company, lives. is engaging and inter- to strengthen its Avon is strengthening its presence two-wheeler giant in India as well as expanding its The logo revolves active. presence in India product portfolio. The company is around high energy for ages. “The new brand as well as expand doubling the number of ‘Beauty Zones’ to tap smaller towns and space. Speaking identity is born out its product port- and cities. These zones are one-stop shops where independ- about the new logo, Anil S Nair, of our desire to break the shack- folio. ent sales representatives can place and collect orders, attend chief executive officer and managing les and realise our potential which sales, product and beauty training programmes. partner at Law & Kenneth, says, “The were restricted by the nature of our new logo is in sync with the overall joint venture (JV) with Honda,” says philosophy of pushing the limits and Pawan Munjal, Hero MotoCorp’s Hermes> The French luxury brand is launching a lim- boundaries. The earlier logo denoted managing director and chief execu- ited edition collection of four to five silk sarees in India in stature.” tive officer at the unveiling event in October.