Vikram Chandra Sigh of Relief Retirement Sells What Is It That

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. Priced at $1,800 (`81,000 plus taxes) with another Hero Motocorp had earlier roped London. $500 for a matching blouse, the ensemble would cost a tad in Law & Kenneth as a creative The company also launched a less than the first collection. Earlier in 2000, the silk mousse- partner to launch and establish the 110cc scooter ‘Maestro’ and 150cc line sarees were retailed at Hermes’ London store in Sloane new brand for the company. Global off - road bike ‘Impulse’ under the Street. brand and innovation special- Hero brand for the first time. Panasonic is Panasonic> Japanese electronics-maker Panasonic is QUOTE OF THE FORTNIGHT foraying into the planning to enter the healthcare equipment, energy manage- healthcare equip- ment and security surveillance systems markets with the ‘‘A brand’s messaging has to ment segment. launch of ECG machines, blood bank refrigerator, diabetes be distinctive, disruptive, and detector, solar cell, rechargeable batteries and security cam- engaging. Any meaningful era in India. brand messaging will not pass Tata Group> The group’s retail firm Infiniti that runs through unless the technology consumer durables and electronics chain of stores under the construct is presented for brand, Croma is planning to go digital as it will soon start reception.’’ selling products online. Besides this, the company is also expanding the presence of Croma stores by opening 10 new ARIJIT RAY, PRESIDENT, MUDRA WEST, ON HOW BRANDS CAN outlets by the end of this fiscal and also strengthen the after DIFFERENTIATE THEMSELVES IN A CLUTTERED MARKET, IN THE STRATEGIST. SUSHIL KUMAR sales service infrastructure.

6 afaqs! Reporter, August 16-31, 2011 This festival Place your brand between two gods!

Market Share-Sharad Ananda 2010

36% 32%

19%

13%

STAR Ananda 24 Ghanta Kolkata TV Mahuaa Khobor Source: TAM, TG-CS 15+, 17th Oct 10, 6-24 hrs WB

Why advertise in Sharad Ananda? Average market share of 36% Average daily reach of 2.9 million Durga Puja - 6th Oct' 2011 Average TVR pf 0.28 19% more time spent than competition

Market Share-Bappa Majha 2010 54%

26% 20%

STAR Majha IBN Lokmat Zee 24 Taas Source: TAM, TG-CS 15+, 21st Sep 10, 6-24 hrs Mah

Why advertise in Bappa Majha? Average market share of 54% Average daily reach of 3.4 million Average TVR of 0.14 Ganesh Visarjan - 11th Sep' 2011 95% more time spent than competition

ADEX 2010       Sponsored by

Fiat Motors> The automobile company has called for a creative pitch, as part of its regular practice which takes place every three years. Prior to this, Bates 141 was the incumbent agency, with which the contract ends soon. Bates (then Bates David Enterprise) was awarded the creative mandate for Fiat in February 2008, after a multi-agency pitch process initiated in October 2007. The WPP-promoted Maxus Global is the media agency on record for the Italian auto company.

The brand is DLF Brands> DLF Brands, the fully-owned subsidiary DEX 2010, held at the Taj work for Green Park (Green Park- looking for a of DLF, is on the lookout for a creative agency for its retail Deccan, Hyderabad, recently Midnight Biryani), Marco Media, creative partner brand, Pure -- Home + Living. The size of the business is Asaw an eclectic mix of win- Google India and ISB were recog- to draw a around `8-10 crore. The brand is looking ners. Organised by the Advertising nised at ADEX 2010. for a creative partner to draw a strategy Club of Hyderabad, the awards wit- The Hyderabad-based Doo strategy that that will include all media - television, nessed several big, small, national, as Creative won awards for its creative will include all print, outdoor and digital for its home well as local agencies walking away effort on Kalaniketan Textiles, Nano media. solution retail brand. Before this, they

ADVERTISING with the top honours. More than and ISB PGPMAX campaigns. It were working with a small creative shop. 30 agencies participated, sending in won a total of 15 prizes, with six first more than 700 indi- and nine second prizes. vidual entries across 38 While Sunny Vijay Kumar, chair- RTL Group> The JV (joint venture) company between categories. person, ADEX 2010, Reliance Broadcast Network (RBNL) and the Luxembourg- RK Swamy BBDO Side Up lost the addressing the perfor- based media company RTL Group is looking for a creative Hyderabad was a top- top slot to R K mance of the winning partner. The group is looking for an advertising agency for per with 15 awards Swamy BBDO agencies said, “Some of its two upcoming TV channels that are slated to be launched in all, comprising the agencies here pro- over the coming months. Of the two new channels, one is nine first prizes and by a whisker, duce outstanding work slated to be a reality channel with international content, while six second prizes. local agency Doo and are really at par the other channel will be an action channel, targeted at the These were in recog- with several national urban male. nition of its work for Creative stepped and international agen- Aparna Constructions, into the third cies as far as creativity is Margadarsi Chit Fund, slot in the concerned. However, Suzlon> The Pune-based power company has initiated Hyderabad Industries, these agencies hesitate a creative pitch for its corporate brand. This April, Lowe Kalanjali, Ramoji awards tally. to participate in several Lintas was awarded part of the brand’s creative mandate for its consumer engagement campaign, which recently got Film City, Ushodaya large award ceremonies released. While this mandate is to stay with the agency, the Enterprises, GEF and Hetero Drugs. fearing the ‘Big award ceremony, fat rest of Suzlon’s creative duties - for the brand’s upcoming VS Rao, partner, RK Swamy fee’ factor.” corporate campaign are up for grabs. BBDO Hyderabad, comments on Each group had three-four judges. the agency’s performance, “These In all, there were 38 award categories prizes not only recognise our crea- divided into seven groups. >> ACCOUNT MOVEMENT tive strengths, but also reflect the R Neelamegham, ex-manag- trust our clients have in the agency’s ing director, Akshara Advertising; > Network Advertising has won four new accounts, namely, ability.” The agency has been associ- Hemant Agarwal, managing Nilon’s Enterprises, Tikona Digital Networks (TDN), KCP Cement ated with Aparna Constructions for director, Associated Advertising; and Sonal Realty. Of these, the agency will handle both the the past three years. Sunny Side Up director Satish Kasetty; renowned creative as well as media mandate for Nilon’s Enterprises, KCP ranked second, with eight first prizes artist Sachin Jaltare were some of the Cement and Sonal Realty, for TDN the team will manage and three second prizes. Its prominent names on the jury. only the creative duties. While Nilon’s was won after a competitive pitch, the rest of the accounts were bagged QUOTE OF THE FORTNIGHT without any such process. ‘‘Advertisements are meaningless for a brand > TBWA has won the creative mandate for Inbisco India’s coffee candy brand Kopiko. The like ours. We need to break win comes on the back of a multi-agency pitch that through the clutter and we was held in Chennai. The process was initiated in May this year. There were around three-to-four presentation rounds in the pitch. intend to do that by becoming Agencies that took part in the pitch included Law & Kenneth, Euro RSCG, Interface thought leaders.’’ Communications and a few local agencies. Previously, Crayons Advertising was handling the creative mandate for Kopiko, for a period of about two years. The DARSHAN MEHTA, PRESIDENT AND CEO OF RELIANCE BRANDS, THE JV media agency on the account is Lodestar UM. In the past, the brand has been PARTNER OF DIESEL IN INDIA ON USING STAFF AND CONSUMERS AS BRAND AMBASSADORS INSTEAD OF POPULAR FACES IN THE ECONOMIC TIMES active on television, as well as in the below-the-line (BTL) space. In the days ahead, the brand plans to advertise heavily on television.

10 afaqs! Reporter, August 16-31, 2011

VIJAY TV      Sponsored by

or Vijay TV, the Tamil GEC to the channel include Airtel Super from the STAR stable, fiction Singer, Jodi No. 1, Kalakkapovadhu Fis now the new gameplan! Yaaru and Anu Alavum Bayamillai. In a bid to craft out a fresh channel “For a long time, Vijay TV had perception amongst the audiences in been working in the non-fiction Cartoon Network> Cartoon Network’s alien-morphing the Tamil market, the channel has domain and it did succeed with the boy hero, Ben 10, is set to star in his first CGI animated decided to significantly up its invest- audiences. However, fiction brings television feature: Ben 10: Destroy All Aliens. Slated for ments in building primetime fiction in a larger audience set since families premiere in 2012 on Cartoon Network globally, the movie is properties in the next four months. sample soaps first. Vijay was losing being directed by Victor Cook . Silas Hickey, creative director Not willing to divulge too many out on this chunk. Reality content for Animation, Turner Broadcasting System Asia Pacific is the details, K Sriram, channel head, Vijay can only be a subset of the entire executive producer. Ben 10: Destroy All Aliens is written by MEDIA Television, says, “We will launch programming of a GEC,” says S Marty Isenberg and features the original voice actors from three fiction properties before the Muthukumar, senior vice-president, the Ben 10 animated series. year ends. The investments will be Lintas Media Group. based on the storylines.” The addition of fiction properties The first fiction to the channel’s pro- Imagine TV and Imagine TV> This month Imagine TV and DJ’s - A from the lot will be a gramming lineup will DJs - A Creative Creative Unit joined hands to bring to the audience the story love story that will be also help it add new of an Indian housewife. Titled Dharampatni, the story looks Unit have joined at the unwavering love, strength and commitment that every out in October. This advertisers and increase hands to bring will be followed by two its spot rates. Indian woman has towards her husband and her household. new family dramas to A top show on the story of a It has Aasiya Kazi and Harshad Chopra in the lead roles. The show feed the primetime To make a dent Sun TV commands housewife. premieres in August. band by the year-end. in the space Sun an approximate rate Vijay TV currently TV holds down of over `20,000 for runs nine non-fiction a 10-second spot. The Hindi movie and special events channel from the properties. So, why South, Vijay TV Whereas, a top show Max> Sony stable Max, is once again organising a two-week long is there an increased has decided to on Vijay TV, com- ` ` film festival titled Ab Tak Bachchan from this month onwards. focus on fiction? bring in innova- mands 7,000- 8,000 Max intends to pay Amitabh Bachchan a tribute by showcas- “Fiction means per 10 seconds. ing some of his best blockbusters, from his four decade long habit, repeat audi- tive content in Retail forms a career in the Hindi film industry. The festival will feature mov- ences, stability, and format strong source of rev- ies from genres like action, drama, romance and comedy. consistency - all the enue for Vijay TV but factors that makes a programming. the channel intends healthy GEC. Also, we to tap into real-estate, Shemaroo Entertainment> After releasing Bheja feel that the audiences in this market entertainment and hospitality as well. Fry 2 to users in the US on YouTube rentals, Shemaroo have been short-changed for a while “More and more advertisers have Entertainment has now taken the movie to users in India now,” says Sriram. started to formulate their own meth- free of cost on YouTube Boxoffice. It will be the first movie Sun TV has an almost absolute ods of measuring a channel’s efficacy, to be released on YouTube Box Office preceding its television hold on audiences across all the mar- and this approach has worked in premiere and will be available to users in India for the entire kets down South. Therefore, to make favour of Vijay TV,” says Sriram. month. YouTube BoxOffice is the special channel launched by a dent in the space, Vijay TV had Meanwhile, the channel states YouTube in India. decided to bring in innovative con- that formats will continue to be its tent in format programming, opine strength. “We are in talks with inter- various media planners. Reality national production houses to deliver G+J International MaXposure Media Group> G+J International has shows were first introduced to the suitable content. In the second quar- has acquired acquired a 78.75 per cent stakes in MaXposure Media Group Tamil audiences by STAR Vijay. ter of this fiscal, the market will India. The remaining 21.25 per cent are held by the group’s Some of its popular reality shows that experience this unique product,” says majority stakes in founder, Prakash Johari, who will continue to be the CEO and brought a huge chunk of revenue Sriram. MaXposure Media. MD. Vikas Johari, the co-founder, has been appointed COO.    RELIANCE COMMUNICATIONS Convincing Enough? After the launch campaign for its 3G services, Reliance Communications now boasts of the service being better than the rest through a straightforward communication. By Biprorshee Das

hether you have it or not, 3G is what everyone is talking about around mobile Wtelephony. Service providers are busy pushing the service on their platform and com- municating it loud. Speed is the buzzword, with the internet fitting into your mobile screen and the world at the tip of your fingers. Reliance Communications has launched the next leg of its 3G campaign after the launch com- munication, earlier this year. The focus is on its superior service, the communication based on user experience and a simple message. Designed by creative partner, Grey India, two new television commercials have been launched consumer.” Mehra further adds, “The communi- that visibly demonstrate how Reliance 3G is dis- The focus is on its superior cation had to be engaging and effective. With both tinguished and superior as compared to other 3G service, the communication TVCs, I personally think we have achieved that. I offerings in the market. have silently watched reactions of friends and fam- The films talk about two products - crystal is based on user experience ily as they watch these films and believe me, all of clear video calls and uninterrupted videos on them subconsciously reach for the remote think- phone. Each film, in a very matter-of-fact way, and the simple message. ing there is something wrong with the left side of demonstrates that the experience on Reliance their television sets.” 3G is better through Reliance 3G’s superior IP Reliance 3G, says, “We are certainly not the first Rohit Malkani and Karan Rawat, executive Network, whether it is video calls without pixila- to launch 3G, but we are the one who got it right creative directors and heads, Grey Mumbai, add, tion or video streaming without buffer time. with our superior network and wider coverage. “The films are a breath of fresh air in a category The films have been directed by Prashant Issar We want to communicate the same through this that is increasingly getting cluttered with layered of Tubelight Films. campaign. With this campaign we demonstrate communication. This set of films has been shot in The campaign is a follow-up to the short blast the difference the consumer will experience with a graphic and simple manner. The films are warm done during the recent ICC World Cup 2011, Reliance 3G as compared to other players.” and endearing and make the point succinctly and when Reliance 3G was launched with the thought Malvika Mehra, national creative director, Grey simply so that even a six-year-old can understand - Mix Your Worlds. After having introduced the India, says, “We chose the path of demonstrations. it.” According to Suri, what works for the films product and benefit earlier, Grey sliced things fur- It is a very clean, simple and effective way to show is the fact that they are based on user experience, ther, talking about the problems a consumer faces superiority. There is so much of tech jargon sur- with single-minded focus to deal with problems and taking it heads on. rounding communication for 3G these days, this Shivani Suri, head - brand and marketing, is a simple way to put the benefit upfront to the     !" >>

MVL MOBILES time, while features have been highlighted, a branding exercise and positioning has also been arrived at. According to Praveen Srivastava, Not Without My Phone chief operating officer, MVL Mobiles, the positioning is a ‘natural MVL Mobiles’ new campaign encourages being progression’ for the brand, con- sidering the clutter in the category greedy about MVL - the phone offers features of mobile handsets. “Moreover, we that can be addictive. By Devina Joshi wanted a positioning statement that can span across Bhat: say it aloud different segments iving up worldly posses- of mobile phones, resenting the ambition of wanting sions and fasting is quite the including some of the more from one’s phone, rather than Gmantra of renouncement premium ones that a negative connotation. The com- for the Baba kinds, and in a new we may launch in the mercial shows a baba of sorts being commercial for MVL Mobiles, the future for urban mar- interviewed by a TV anchor about insight of renouncement for ‘eve- kets,” he says. the renouncement of his worldly rything except MVL Mobiles’ has The communica- possessions, and just then, the baba’s been used to portray the brand’s tion is targeted at SEC phone, hidden away somewhere, new positioning - Greed is good, or B, residing in tier 2 rings loudly. The baba acknowl- Lalchi bano, sukhi raho. towns, primarily. edges sheepishly that he uses the In the past, MVL Mobiles had Here, greed as an phone to listen to loud music, send released two commercials that were insight is being used in more product feature-led. This a ‘positive’ light rep-     #" >>

14 afaqs! Reporter, August 16-31, 2011

   SBI Heaving a Sigh of Relief State Bank of India, in its new campaign, highlights the nagging worries of bill payments and the ease brought by its mobile banking offering. By Anushree Bhattacharyya

n this fast-paced world, one is always short of time and is often hounded by the work Ithat remains unfinished. To provide a perfect solution to persistent chores such as payment of bills on time, transfer of funds, mobile and direct- to-home recharge, The State Bank of India is highlighting its mobile banking offering. The financial services giant has launched a cam- paign that stresses upon the ease brought about by its mobile banking service. Conceptualised by R K Swamy BBDO, the tel- evision commercial titled Nagging Dwarfs, shows three dwarf-like characters personifying an aggres- this idea as it matches our thought and also what sive bill collector, a daughter demanding mobile we wanted to highlight.” top-ups and a helpless mother dependent on Speaking on the idea, Sangeetha N, executive money transfers. creative director, R K Swamy BBDO, says, “The As their nagging reaches a crescendo during the idea is the brainchild of Chacko Varghese, senior protagonist’s morning cup of tea, he reaches out creative director, R K Swamy BBDO. The televi- to State Bank of India’s Freedom banking solu- sion commercial talks about the kind of uneasiness tions. This puts an end to all his worries as he is we feel when we have pending work and we know able to make payments, transfer money and even we need to complete it fast.” recharge talk time for mobile phones using the Varghese explains, “Typically, in a situation mobile service. where our work remains unfinished, things keep A senior SBI official says, “We were very clear (Left) Sangeetha and Varghese: leave it to us popping in our head all the time, reminding us from Day 1 that we wanted to talk about our to complete them. It is a very irritating situation. mobile banking services in a different manner Initially, we thought of creating endearing illustra- as most of the time the focus is on relationship, SBI highlights its mobile tions, but at the table, the illustrations transformed especially in the case of advertising in banking and banking offering as a solu- into dwarfs.” financial services sector. Amongst all the ideas pre-     #% sented to us by the empanelled agencies, we liked tion to persistent chores. >>

<<   $   !% more critical when he says that the campaign is not high impact and lacks a real twist. Convincing... “They are simple spots. A bit lin- ear, I thought. The message is clear. that the internet community and the But, it is not a high-impact campaign. target group face every day. It shows a comparison between 3G It also talks about mobile number networks but lacks a real twist. I portability, with the films ending think it is hard to convince some- with the message to switch over to one that my 3G is better than yours Reliance for better experience. based on a rational demonstration.

“We realise that we are not going FOTOCORP In a product parity scenario, the only to get new users directly on 3G. It (From left) Suri, Malkani and Mehra: to the point option is to charm your way into the will be those who upgrade or users of consumer’s heart, using the weapons other networks,” explains Suri. idea and execution. He echoes views know that yet another brand has 3G. of creativity and wit,” says Bhat. The TVC is being supported by held by the advertiser and the agency What they want to know is whether Bhat finds the singer film (video outdoor, digital, point-of-sale and who say that unlike most players, the it can really deliver on what is prom- streaming) to be better as he finds below-the-line (BTL) promotions. brand here is making an effort to give ised. And, it is in this context that the some disruption in the middle of The media mandate is handled a reason for consumers to switch to communication works. It goes a step the film. “The ad (singer) could by MEC. 3G and not just announce its arrival. ahead and gives you a compelling have better by going in for a fresh According to Sharma, there have reason to switch,” says Sharma. track rather than a known song, as it SUPERIOR THOUGHTS been many communication on 3G, He adds that buffering and pixi- adds to the deja vu. In the girl spot, he films have been appreciated and it seems that all the players have lation are constant irritants that I would edit the celebration of the Tfor the simplicity of thought hurriedly jumped on the bandwagon everyone suffers from, and that in girl as it can be slightly jarring during and the no-nonsense messaging. The without ensuring proper mechanism itself contributes to the ads’ recall. repeat viewings,” Bhat observes. idea of demonstration, in particular, of delivering the benefits. He though thinks that the execution “Overall, the spots will be recalled has met with a nod of approval. “A lot of us have experienced 3G of the films could have been better. but may not convince people,” he Rajesh Sharma, planning head, without being too impressed by it. Raghu Bhat, founder director, adds. Mumbai, TBWA India, is all for the Consumers today do not want to Scarecrow Communications is a bit [email protected]

18 afaqs! Reporter, August 16-31, 2011

  LIVINGSOCIAL.COM Surprise, Surprise

The US-based daily deals site Livingsocial.com, which has not launched its operations in the country, has managed to get more than four lakh unique visitors on its site from India. By Kapil Ohri

n a recently-released report on the ‘online coupon category’, comScore, the US-based Idigital traffic measurement firm, reveals that more than four lakh unique visitors landed on Livingsocial.com in June in India. Its US com- petitor, Groupon.com, which is officially present in the country via Sosasta.com and which is pro- moting heavily via digital advertising, recorded about six lakh unique visitors in the same month. Sosasta.com was acquired by Groupon.com in January 2011. It is important to note that Livingsocial.com has not officially launched its operations in India as yet. However, the daily deals site has started building its user base in the country. It is advertising (search ads) on Google.com, with links directed to vari- ous city pages since the last few months in India. of top coupons sites are Khojguru.com (2.4 lakh Information regarding the Indian cities where it Livingsocial.com is unique visitors), Dealivore.com (1.4 lakh) and will offer its services, is not available explicitly on advertising search ads on Koovs.com (1.1 lakh). Overall, more than 4.6 the site. A close analysis of the site reveals that it million internet users (above 15 years) accessed will provide daily deals services in about 14 cit- Google.com, with links coupon sites from home or work locations in June, ies in India, including Delhi, Mumbai, Chennai, in India. The data does not include users who have Bengaluru, Kolkata, Hyderabad, Lucknow, directed to city pages. logged on to daily deals sites via mobile devices or Kanpur, Jaipur, Surat, Ahmedabad, Nagpur, Pune from cyber cafe computers. About 62 per cent of and Guwahati. landed on Snapdeal.com compared to 0.99 million the total unique visitors were male. A majority of Apart from Livingsocial.com and Sosasta.com, on Dealsandyou.com and 0.95 million on Mydala. the visitors belonged to the age groups of 15-24 the comScore report points out that the daily deals com in June. Snapdeal.com claims that it has a years (34 per cent of total unique visitors) and category is dominated by Snapdeal.com, in terms registered user base of six million people. 25-34 years (43 per cent). of traffic. More than 1.47 million unique visitors Other sites which managed to get into the list [email protected]

TWITTER.COM facturers. Interestingly, Nokia and Tweetlevel.com has recently Samsung’s dominance in the mobile been revamped and re-launched by handset market is reflected in their independent public relations firm Twitter presence. Tweetlevel scores Edelman, which calculates the level Who is More Influential? of other leading telecom brands of influence a person or brand pos- are: BlackBerry (Twitter.com/ sesses on Twitter. The influence Tweetlevel.com, the Twitter tool re-launched by Blackberryin, 57.6), Micromax score is measured on a scale of 1 Edelman, helps brands measure their influence (Twitter.com/MMXsurprise, to 100. The tool takes into account 50.5), Videocon Mobile (Twitter. about 40 parameters to arrive at the on Twitter.com. By Kapil Ohri final score. f the Twitter influence measure- It tracks the number of followers ment tool named Tweetlevel.      of a user and the number of people com is to be believed, Vodafone a user is following. Tweetlevel.com I Twitter Handle Tweet Level* is one the most influential telecom analyses the content curated by a brands on Twitter, compared to Twitter/Vodafonein 69.0 user (last 30 days) to understand other leading telecom service pro- Twitter/airtel_presence 63.3 how much an ‘engaging content’ viders such as Airtel, Idea Cellular, Twitter/tatadocomo 63.3 does an individual create, as opposed Twitter/Aircel_India 46.9 Aircel and Tata Docomo, as on July to simply broadcasting his opinion. Twitter/Mmxsurprise (Micromax) 50.5 27. Twitter/Vmobi (Videocon) 37.3 It figures out the total number of According to Tweetlevel.com, Twitter/SEIndia 21.3 updates and measures the frequency Vodafone (Twitter.com/voda- Twitter/spicemobiles 33.6 of posts. It identifies how many fonein) has an influence score of Twitter/samsung_india 61.0 people engage in conversations with 69, which is high compared to Twitter/nokiaindia 61.0 an individual or point to his name. Airtel’s (Twitter.com/Airtel_pres- Twitter/BlackBerryIN 57.6 Tweetlevel.com also monitors the ence, 63.3), Tata Docomo (Twitter. *as on July 27, 2011. ‘Twitter Lists’ curated by the user/ com/TataDocomo, 63.3), Idea brand, counts the number of lists Cellular (Twitter.com/IdeaCellular, 61) and Samsung (Twitter.com/ com/Vmobi, 37.3), Spice Mobile a user/brand is included in and the 56.4), and Aircel (Twitter.com/ samsung_india, 61) are the most (Twitter.com/Spicemobile, 33.6) number of people who follow these Aircel_India, 46.9). Similarly, influential brands on Twitter and Sony Ericsson (Twitter.com/ lists. Nokia (Twitter.com/NokiaIndia, among the mobile handset manu- SEIndia, 21.3). [email protected]

20 afaqs! Reporter, August 16-31, 2011

  &'  ( )*) 

I had this idea around concept and transferring it with the right feel animation, of a conver- onto film media. Filmmaking can either embel- sation between peels of lish an idea or make you lose the idea completely. orange. The client had I worked on that film with Piyush Pandey. just `1 lakh to spare (we I also can’t forget what he once told me: “You lost money from our own must disappear as a director from this project.” pockets making that film). Every artiste has an urge to prove himself, an The client made a won- urge for showmanship. A great performance derful gesture when he comes in not when an actor is acting, but when actually came and gave us he is the character. more money - not to cover That is when we say the actor has ‘disap- the entire costs, but quite a peared’ and only his performance lives on. I substantial chunk. He was learnt from him that it is vital to let your content rather pleased with the final do the talking. product. SWIMMING IN DIFFICULTY HARD TRUTHS My fourth defining moment came when I My second defining worked with the TapRoot team on the Nirma moment was a Cannes ‘Underwater Ballet’ film. That project taught me nomination for the ‘Girl to always try something you think you cannot do. The dancers had to dance and come into the right position under water. It was a virtual nightmare “It is the and almost didn’t work. Just figuring out the cast took one month; mind and another went by in finalising other aspects. Twenty-odd days passed in the rehearsal and not the shoot - in an acrylic set created underwater. And we had to keep cleaning the water each time. The technology film got 8,000+ hits on the internet, and gener- that makes a ated long debates. FOTOCORP film what SATYAJIT RAY AND MORE I have had the good fortune of working in Sonar it is. Kella as a child artiste. I was around 9 year old Planning is Important then.Ray had this rule of sorts that everyone on the set should return with something that they he man who made Sachin Tendulkar and Brett Child’ campaign made by Leo Burnett. It had learnt that day. He told all of us to write down Lee play football in the ‘Boost’ commercials and intense animation and ran free of cost. Another what we learnt each day at the shoot and show Tthe filmmaker behind the animated mosquito film I hold dear to me is a film against child pros- it to him. in Mortein ads, Shantanu Bagchi talks about moments titution, which fetched two awards at the New Ray always pre-visualised his films. He worked that shaped his career graph. York Festivals and got nominated at Cannes as very hard on them and had great respect for the My first defining moment was my first break well along with getting a mention in The Work. written script and storyboard. He would ‘shot around 1991. My course at NID was over and I This was for the NGO, Prerana. divide’ everything. As a result of this methodical was awaiting my diploma when I got a call from We studied what typical brothels look like, approach, he hardly re-shot sequences. I learnt Mudra asking me if I wanted to do a film project, and created a set. We had to portray how an envi- planning from him. It is rarely the equipment or except that ‘there is no money in it’. It was for ronment like that scars you for life. I had to be the technology makes a film what it is; it is the Rasna’s instant orange drink. There was no sto- careful about the lighting and background. mind that works behind it. ryboard. I said, “I’ll do it.” The learning was about interpreting a written As told to Devina Joshi

DOUBLEMINT them closer to the large cross section of the population.” Both Doublemint and Orbit belong to the same group, but have Giving an Edge not really been able to share equal amount of limelight in India. Orbit is Katrina Kaif has been roped in as the brand a household name owing to its mas- ambassador for Doublemint. News Bureau sive promotional campaigns over the years, and a niche that it has carved for itself as a sugar free gum. On the rigley India has signed The creative agency for other hand, Doublemint as a brand actor Katrina Kaif as Doublemint is BBDO India, has a relatively modest presence in Wbrand ambassador for its while the media mandate lies with India. Doublemint chewing gum. With the Mediacom Communications. Wrigley India is a subsidiary of association, the brand aims to portray A spokesperson from Wrigley Mars Incorporated, that is popu- an image of fresh blend of spirit, suc- India, says, “Our focus will be lar for brands such as Orbit, Extra, cess and attitude. on developing both Orbit and Doublemint as a 5, Skittles, Starburst, Freedent, The concept of ‘Freshness giving Doublemint brands. We remain ded- brand has a modest Airwaves, Life Savers, Eclipse and you an edge’ is at the crux of the icated in our efforts in building both Winterfresh, besides Doublemint. entire communication strategy. these brands in India and bringing presence in India. [email protected]

22 afaqs! Reporter, August 16-31, 2011

   REAL-ESTAT E Quaking Ground Many realty brands, which were once heavy spenders on OOH and print, have taken a backseat in the last few weeks since the controversy around Noida Extension erupted. By Anushree Bhattacharyya

ewspapers’ property supplements have grown thinner in the last few weeks. NVacant hoardings in and around the capital city have also become common. The con- troversy around Noida Extension is slowly taking its toll on the advertising circuit in the National Capital Region (NCR). Print and out-of-home (OOH), which received heavy advertising from real-estate players, are slowly feeling the heat. According to industry estimates, the print and OOH players have seen a dip of `8-10 crore each in spends. OOH advertising in Delhi garners about `400 crore annually, and realty brands contribute around `175 crore to this figure. Noida-based pro- jects were high on agenda for these realty players, A deserted construction site in Noida Extension and 50 per cent of the total spends were for these projects. crore annually on newspapers. However, there hasn’t been any immediate According to industry esti- A senior media observer says, “The industry effect on the cash flow so far. A senior official at mates, the print and OOH was trying to recover from the telecom setback Selvel Advertising, an OOH firm, explains that no after the 2G scam as telecom players had cut down new bookings are being made by real-estate com- players have seen a dip of on ad spends. To top it, the realty fiasco has fur- panies, and long-term deals of three months are ther burdened the print and OOH players.” being cancelled after the recent fiasco. `8-10 crore in spends. Debraj Tripathy, chief operating officer, In fact, the problem around the Noida-based MediaCom says that while the current situation projects has also discouraged the realty players to The effect on the print industry has also been has had a major effect on print and OOH, the advertise other projects as well. Some big play- similar. There was a time when power jackets on radio industry isn’t untouched either. “A lot of ers in the space have reduced their ad budgets by newspapers were often taken by the real-estate these players also advertise through radio as it’s 40-50 per cent. brands. Together, these brands spend around `200 a local medium providing them with a deeper reach.” Tarun Nigam, executive director, India (North), Starcom Worldwide, remarks, “The real- estate category, which is going through a tough time, will start spending once again during the festive season.” Agreeing with Nigam, Sunder Hemrajani, man- aging director, Times OOH, states, “There are no doubts that there has been an impact on advertis- ing. Nevertheless, this period of uncertainty is a temporary phase and it’s only a matter of time before the category jumps back into action.” SUSHIL KUMAR [email protected] (From left) Tripathy, Nigam, Hemrajani and Gupta

     

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

TALWALKARS BETTER VALUE PIZZA HUT JK CEMENT FITNESS Pizza Hut has launched a new national campaign to The new JK Cement TVC featuring Virender Sehwag This three-film campaign by Guava Creative Solutions highlight various facets of its new avatar. The film comes revolves around outlandish situations wherein he or Phodu is based on a very key consumer insight - that most people from the observation that people walk into Pizza Hut, hits cricket balls so hard, that the surroundings are under make very lame excuses for not joining a gym. expecting to eat only pizzas. The task of the film is to threat of getting completely destroyed. But, there’s Jodu communicate the brand’s revamped menu. or JK Cement, to keep the buildings intact. Creative Agency: Guava Creative Solutions Creative Team: Vikisha Mehta, Shashank Karmarkar, Creative Agency: JWT, Delhi Creative Agency: Basic4, Delhi Riddhi Seta, Eesha Waravadekar and Viraj Singh Creative Team: Anupama Ramaswamy and Simran Sahni Creative Team: Samuel Mathai and Vasundhara Sharma Director: Alok Kulkarni Director: Sam Bryant Director: Mayank Gaur PRINT

DETTOL SOAPS The ad focuses on monsoon and the illnesses associated with the season. The central characters in this ad are children, who are the most prone to monsoon related infections and illness.

HEAD & SHOULDERS AUDI A6 The print ad, a print innovation builds on the real life The ad features Audi A6, one of the Audi’s premium priced chemistry between Saif-Kareena popularly known as model available in India. The headline premises a strong ‘Saifeena’. The copy is conversational. class appeal and symbolises both business and luxury.

Creative Agency: Saatchi & Saatchi, India Creative Agency: Euro RSCG, India Creative Director-Copy: Mithun Mirjee Creative Director: Shikha Trikha Copy Writer: Mithun Mirjee Copy Writer: Vikramjit Singh Creative Agency: Creativeland Asia Creative Director-Art: Rakesh Pandit Art Director: Jason Philip Copy, Creative & Art: Team Creativeland Asia OOH DIGITAL

HINDUSTAN TIMES In a contest titled ‘Delhi 100’, users have to give an identity to ‘Delhi’ city by uploading designs or logos on Facebook. Five designs will be selected, printed DOVE AMUL (on T-shirts) and The latest campaign from Dove Shampoo for its new ‘Hair This one is Amul’s latest take on Karnataka’s ex-Chief distributed to people Fall Rescue’ conveys the message of reducing hair fall Minister’s recent case, where Yeddyurappa is seen across the city. from 100 strands to only two strands. smashing Venkaiah Naidu’s laptop and apparently slapping a state cabinet minister.

Outdoor Agency: Ogilvy, India Outdoor Agency: daCunha Associates Exposure: Delhi, Mumbai, Bengaluru Exposure: Mumbai, Ahmedabad, Pune Exposure: Facebook.com/htilovedelhi

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

26 afaqs! Reporter, August 16-31, 2011

    Do Brands Overreact When Others Spoof Their Ad Campaigns? Nothing brings out the worst in some brands than being spoofed. Should the ‘spoofed’ brand react at all? By Shibani Gharat .- &  & &  + ,-    & )& Independent Consultant Sr VP & Head - Planning, McCann Erickson Executive Creative Director, Ogilvy India Head – Marketing, MIRC Electronics SUSHIL KUMAR WHEN A CHILD TAUNTS A SPOOF TO MY CAN SOMEBODY TELL A SPOOF SHOULD BE ANOTHER CHILD YOU MIND IS ONE OF THE ME WHY A BRAND LIKE TAKEN IN THE RIGHT DON’T EXPECT AN ADULT WAYS TO GET INTO MCDOWELL’S WOULD SPIRIT. IF SOMEONE RESPONSE. IT IS LIKE CONVERSATIONS. LIKE TO SPOOF SOME HAS EVER BOTHERED A TANTRUM OR A JIBE, AND REACTING TO AD OF ROYAL STAG? ON TO MAKE A SPOOF ON AND IF YOU RESPOND THAT SPOOF IS ALSO TOP OF THAT A GUY LIKE YOUR CAMPAIGN,OR YOU BECOME A CHILD. ANOTHER WAY TO GET DHONI AGREED TO THE EVEN A SINGLE AD, Once in a while when you into consumers’ conversation. spoof (this is bizarre). And then your ad must be really note- respond in a ‘fun’ way, As human beings we always the only thing you remem- worthy. It should be taken as a everybody can win. But when enjoy a fight, a conflict, especially ber from McDowell’s ad is compliment. it is not done in the right when it’s guilt-free. And if that is the Royal Stag baseline (how Unless someone is deliber- spirit, it becomes a bitter between two famous people - or ridiculous). ately trying to mar my brand, I name-calling match, and brands - it is more enjoyable and The moral of this story would not react to a spoof. This difficult to watch. talk-worthy (or in a connected is that the brand that spoofs happened very prominently in A recent example was world: ‘post worthy’). Therefore, gives the other free publicity. the Tide vs Rin controversy. Rin being the McDowell’s ad, a if, by reacting to a spoof, a brand Royal Stag should be pay- aimed at tarnishing Tide’s image take-off on Royal Stag. The benefits then why not? ing them instead of taking without typically airbrushing or personal attack on Harbhajan Both the brands benefit as far an aggressive stand. The best pixellating their rival brand’s Singh was in poor taste. It also as the share of conversations take that I remember is when name in a TV commercial. seemed to be self-defeating as goes. My advice to marketers: if Coke called itself the official But there have been some it comes from a brand that is you have made an excellent spot drink and Pepsi came in with noteworthy spoofs like Pepsi’s deeply involved with cricket. and somebody spoofs it, over- the ‘Nothing Official About ‘Nothing Official About it’ On the other hand, we also react and attract attention. More It’ campaign. It left Coke campaign. I would also like to had a hoarding response to Jet, people will go see your ad. But speechless. It was all done in mention Dove’s hoardings that which was done with class. if you have a made a bad ad and such clever way without ridi- spoilt the elaborately laid out The hoarding said ‘we’ve the spoof is better, let it pass. culing the other brand. plans of ‘A Mystery Shampoo’ changed’ and Kingfisher put In cases where a brand is If somebody spoofs well, campaign by Pantene. I would a hoarding on top saying ‘we a challenger (like Virgin, Sprite appreciate it. If it is not done give due credit to the marketing made them change’. Brands or Pepsi), spoofing adds to the well, it’s not worth replying intelligence behind these brands need maturity and their brand story. It is not necessarily to. to come up with something so response must not be led by a waste of money. quick and yet so smart. immediate provocation.

28 afaqs! Reporter, August 16-31, 2011

  PWC Up, Up and Away The Indian entertainment and media industry is expected to grow by 13.2 per cent over the period 2011-15 and is expected to reach `1,19,900 crore as per PwC. By Ashwini Gangal

he findings of     PwC has released a segment by PricewaterhouseCoopers’ segment forecast for the period 2011- TIndia Entertainment and (Revenue Growth for E&M Industry in 2010) 15. Over the next five years, the TV Media Outlook 2011 study have 350 sector is estimated to grow at 14.5 per been released. The overall forecast 2009 cent cumulatively; this industry was is that the Indian entertainment and 300 2010 estimated to be `30,650 crore in 2010. media (E&M) industry is expected to 250 Growth The film sector is projected to grow at grow by 13.2 per cent, cumulatively, a CAGR (compound annual growth over the period 2011-15, to reach 200 rate) of 9.3 per cent; this industry was

`1,19,900 crore. The industry in 2010 /   0 150 estimated to be `8,750 crore in 2010. stood at `64,600 crore as compared to The print media sector is projected 100 `58,080 crore in 2009. The Indian to grow by 9.6 per cent; this industry E&M industry grew by 11.2 per cent 50 was estimated to be `17,870 crore in last year, on the back of improved 0 2010. The radio sector is projected to economic conditions and rebound in Television Print OOH Radio Internet Film grow at a CAGR of 19.2 per cent; this advertising spends. -50 industry was estimated to be `1,080 The findings show that with sus- crore in 2010. The music sector is tained growth in advertising as well projected to grow at a CAGR of 17.6 as consumer spends, the Indian E&M industry is The Indian E&M industry per cent; this industry was estimated to be `950 likely to achieve double-digit growth in the fore- crore in 2010. Internet advertising is projected to cast period. Specifically, television, print and film is likely to achieve double- grow by 25.5 per cent; this industry was estimated continue to dominate the E&M industry in the digit growth in the forecast to be `770 crore in 2010. foreseeable future. Though there is good growth The estimated size of OOH (out-of-home) in digital spends, significant revenues in the Indian period. advertising spend is projected to reach ` 2,400 E&M industry continue to be non-digital. crore in 2015 from `1,400 crore in 2010, showing a Explaining the findings, Timmy S Kandhari, for sustainable profitable growth in E&M revenues. growth of 11.4 per cent. leader, entertainment and media practice, PwC Addressable digitisation in the broadcast space and The animation, gaming and visual effects indus- India, says, “The buoyant advertisement spend will focus on good content across sectors will go a long have to be supplemented with subscription growth way in achieving this objective.”     1! >>

COLORS tional eyeballs,” says Balakrishna, COO, Percept Media. New Viewership Quotient But, will the show India’s Got Talent be able to sustain this has overtaken its first two growth? Media execu- editions in the race for the opening and the first tives are yet to pass a verdict on the show’s week’s average ratings. By Anindita Sarkar sustainability within the same TVR range. harampaji seems to have This is because, if one cast a spell on the latest examines the second Dseason of India’s Got Talent, season performance, it which is currently on air on Colors. season, the opening TVR for the is observed that the viewership had The third season of the property show was 3.08, and its first week fallen towards the end of the season. became the slot leader at 9 PM (in average was 3.32 TVR. Colors is, however, confident its launch week) for the week ended Quite evidently, it has been gain- that the show will continue to grow 30 July, 2011. According to TAM ing strength with each year. So, has in its current pace. Says Ashwini (C&S 4+, HSM), it opened with a worked for the show? Yardi, head programming, Colors, TVR of 3.91 and went on to average When it comes to reality con- “We intend to make the show even at a 3.55 TVR during the week. tent, the general trend exhibits an more engaging with every pass- As compared to the opening and upswing in audience viewership ing week. And this, coupled with the first week average ratings of the with every passing season, provided an aggressive marketing push, is show in its first two editions, the lat- the brand has been able to establish expected to generate more eyeballs.” est season surely wins the race. a good equity for itself. It is pertinent to note here that the Consider this: the first season “While the quality of talent on show has dipped to an average 3.2 of India’s Got Talent opened with the show is good, audiences are TVR in its second week. While the a TVR of 2.36, while its average inquisitive to see Dharmendra in a Friday episode rated a 3.4 TVR, the for the first week stood the same new avatar. And, this curiosity has Saturday episode rated 3 TVR. SUSHIL KUMAR ground. Meanwhile, in the second Yardi: on the upswing helped the channel to attract addi- [email protected]

30 afaqs! Reporter, August 16-31, 2011   BINDASS.COM New Menu on the Platter UTV Bindass has launched a show that provides film makers with a platform that can be used to promote their movies, by combining all the promotional features into a half-hour package. By Anindita Sarkar

hile a movie’s stay at a multiplex depends Though each episode of the show is thematic the potential of this and created a platform which upon how good or futile the content is, to the movie in terms of the format more than the will enable the movie makers to publicise their Wthe first box-office record of the movie segments, the attitude and vibe is constant. Each movies in all the ways possible. At the same time, is always gauged by how striking the marketing episode is customised to the kind of film that is be the viewers will be entertained with varied insights strategy has been for the product. promoted. from the entire cast and crew of the film,” says UTV Bindass has taken this into account and According to Keith Alphonso, business head, Alphonso. has thus made an attempt to craft a platform in the Publicity Ke Liye Kuch Bhi Karega...is produced non-fiction genre in a bid to garner fresh eyeballs by Face Entertainment, and co-owned by Milind for the channel. Soman and Monia Pinto. The show will be hosted In the mid-August, Bindass launched a new by Aaliyah Khan. Today, marketing is an extremely show that aims to provide film makers with a plat- critical and aggressive element for any movie that is form that can be used intensely to promote and set to hit the cinema theatres. Therefore, television publicise their movies, combining all the promo- has become one of the primary media platforms tional features into a half-hour package. The show for such promotions, with movies finding aggres- which is called Publicity Ke Liye Kuch Bhi Karega..., The show is mixture of sive footing across genres such as news channels, and occupies the 8.30 PM slot. music channels or lifestyle channels, movies are The format does not allow any beating around interviews, performances, finding aggressive footing across such genres. But the bush, the channel claims. The show is an for Bindass, the show could help the channel bring amalgamation of interviews, exclusives, perfor- movie merchandise, in fresh eyeballs. “Given its positioning, the show mances, movie merchandise, auctions and special auctions and unseen is surely going to be more tongue-and-cheek than unseen previews. The show also has an interac- other shows across varied genres. This could help tive mode between the audience and the entire previews. the channel increase the show’s stickiness,” says a cast and crew of the film, whereby the fans get an media executive from a leading agency. Anamika opportunity to question their favourite stars on Mehta, COO, Lodestar Universal, is of the view the Bindass page on Facebook - www.facebook. UTV Bindass, movie promotions are done on a that since UTV is also a producer of movies, the com/bindass. Publicity Ke Liye Kuch Bhi Karega huge scale these days, with the cast and the crew show will be an added advantage to the network’s is shooting the responses of the stars and post it of a movie going all out to promote their latest movie stable. back on the same page. upcoming release. “At UTV Bindass, we realised [email protected]

<<   $   12 these segments. increasing number of advertisers are crore to `950 crore. While TV is expected to be large- using the online platform to connect The only industry that didn’t grow Up, Up and Away ly advertising-dependent, radio and with the youth. was the film industry; in fact, it fell OOH media are expected to yield As far as the growth in revenue for by 7.9 per cent from ` 9,500 crore to try is projected to grow at a CAGR phenomenal growth due to increase key segments in the industry is con- `8,750 crore, in 2010. of 21.4 per cent, this industry was in ad spends and advertising growth, cerned, it may be noted that in 2010, estimated to be `3,130 crore in 2010. respectively. While social media is the TV industry grew by 15.4 per cent GLOBAL FINDINGS The findings suggest that the next expected to become an important part from `26,550 crore to `30,650 crore; his year, PwC studied 48 coun- five years will see digital technolo- of online advertising, this industry the print industry grew by 10.7 per Ttries in all, and overall findings gies increase their influence across is expected to continue facing chal- cent from `16,150 crore to `17,870 indicate that the global E&M industry the industry. However, the pace of has emerged from the recession. change will continue to be slower While the UK, US, France, in India compared to other territo- Germany and Japan have been ries. According to Kandhari, “India deemed the ‘mature markets’, Fenez is digitally informed, but not digitally labels Pakistan, Mexico, Columbia, empowered, yet!” The film industry fell by 7.9 per cent Indonesia, Vietnam, Turkey, South Marcel Fenez, global leader, from `9,500 crore in 2009 to Africa and the MENA (Middle East entertainment and media practice, and North Africa) region as the PwC, on the migration to digital ` 8,750 crore, in 2010. ‘Golden 8’ nations because they are consumption, says, “The Indian con- all expected to yield high growth in sumer is yet to reap the benefits of lenges around measurement tools. crore; the OOH industry grew by the years ahead. the enhanced digital experience seen 12 per cent, from `1,250 crore to ` Also, a great deal of consistency in other markets where smart devices FLASHBACK 2010 1,400 crore; the radio industry grew in the growth rate of the BRIC and enhanced bandwidth speed pre- otably, in 2010, the advertising by 20 per cent from `900 crore to nations (Brazil, Russia, India and vail. This is an issue highlighting the Nindustry registered a growth of `1,080 crore; the internet industry China) is expected. In general, need for future infrastructure invest- 14.3 per cent and stood at `247,500 grew by 28.3 per cent from `600 broadband penetration, mobile ment and the overall affordability of crore compared to `216,500 crore in crore to `770 crore; and the anima- internet penetration and smartphone devices.” 2009. Internet advertising, with 28 per tion, gaming and VFX industry grew penetration are expected to be the Finer industry-specific pre- cent growth from `600 crore in 2009 by 31.4 per cent from `2,380 crore to key drivers of growth in the E&M dictions shed more light on what to `7,700 crore in 2010, remained `3,130 crore. Also, the music indus- industry, globally. may be expected from some of the fastest growing segment as an try grew by 25.7 per cent from `750 [email protected]

afaqs! Reporter, August 16-31, 2011 31   TELUGU DAILIES The Art of Selling Retirement Telugu dailies in AP generate ad revenues over `15 crore from retirement ads. By Sumantha Rathore

f you had happened to flip through a Telugu their professional journey, while others advertised daily in the month of June, you would have because they were looking forward to their second Inoticed a series of special ads in which friends, innings. colleagues and students bid farewell to their senior But now, the newspapers approach well-wish- colleagues and teachers on the occasion of their ers (students and colleagues) of those who are retirement from service. Called retirement ads, about to retire from various departments of the this category is unique to the state of Andhra government, to send their good wishes for the Pradesh (AP). second phase of their lives. Retirement ads are This phenomenon gains momentum during now gathered from family members, colleagues, June when the maximum number of people retire, well-wishers, students, contractors and suppliers, with a spillover in July. However, it is present in among others. other months as well. Those who did not have a This category was subsequently picked up by proper date of birth while joining the government Andhra Jyothi in 2001, and recently by newcomer service, retire in the month of June in Andhra Sakshi, in 2008. Pradesh. The category got a shot in the arm with As per market estimates, the top three Telugu newspapers in the state clock around `3 crore in the month of June, while during the other months, the figure would be close to half. So annually, these newspapers put together clock around `15 crore from such retirement ads. This is more than 60 per cent of the total revenue that Telugu dailies garner as personal ads. In comparison, the classified advertising cat- the launch of hyper local egory ( which includes matrimonial and real-estate editions by Eenadu and Sakshi. Over the last five ads) in the state, is only a third - `5 crore. years, it has grown about 50 per cent in revenue. Talking about the category, KRP Reddy, direc- WHEN IT ALL BEGAN tor, marketing, Sakshi, says, “The category has his trend had a humble start, with Eenadu (Left) Reddy and Rao: thinking differently now spread to other government departments Tgathering thanksgiving advertisements by such as the police, PWD, irrigation, revenue, teachers and headmasters in 1994. The daily man- The retirement ad excise officials, engineers of R&B and Panchayat aged to fetch `20,000 for the newspaper that year. Pramukh, among others.” The phenomenon picked up the very next year category got a shot in the He adds that 10 years ago they used to be small in 1995, and the category contributed `5 lakh to its ticket sized ads in black-and-white, while now, topline for Eenadu. arm with the launch of they are colour ads replete with the photographs Though the approach was different from its hyper local editions by of those about to retire, along with their spouses. present form. Those who were about to retire thanked all those who had helped them during Eenadu and Sakshi.     1% >>

TOI tion was launched first. Ashok Nagar. The Jabalpur edition The BCCL (Bennett Coleman & will give them access to Rewa, Satna Co Ltd) group has tied up with Nai and Narsinghpur. Dunia, to use the latter’s printing Talking about the response the Expanding the Horizon facility in the state. The group will TOI’s Indore edition has managed to launch the Bhopal edition with an garner, sources say, “Initially, it was The TOI group is slated to launch editions initial print run of 20,000 copies, and started with 10,000 copies and within from Bhopal and Jabalpur in the third week of 10,000 copies from Jabalpur. a month’s time, the print run has September. By Sumantha Rathore With the Bhopal edition, the doubled and they are printing 21,000 TOI will be able to serve eight copies of the Indore edition.” districts around the city includ- The group is expected to launch a xpanding its presence further state from Bhopal, but the plan was ing Sagar, Harda, Vidisha, Sehore, 20-page main edition, similar to the in Madhya Pradesh (MP), altered and in June, the Indore edi- Hoshangabad, Betul, Chhindwara, Indore edition, and a weekly pullout EThe Times of India is all set to titled Jabalpur Plus for Jabalpur city, launch two more editions from the and Bhopal Plus for the Bhopal city. state in the third week of September. Apart from this, the regular week- The group is expected to launch two ly supplements of the TOI, which editions - Bhopal and Jabalpur in are distributed elsewhere such as quick succession. Education Times, Ascent, and oth- According to sources close to the The BCCL group has tied up with Nai ers, will be made available in both development, the TOI’s original plan cities. was to launch its first edition in the Dunia, to use its printing facility in MP. [email protected]

32 afaqs! Reporter, August 16-31, 2011

  DISNEY/UTV Reading Between the Lines What does Disney’s takeover of UTV imply? With the former building a large network in the mass entertainment space will it lead to further fragmentation? afaqs! Reporter explores. By Anindita Sarkar

nternational media companies are a threat to the existing large players readily upping their bet in the such as STAR, Viacom18 and Zee, it IIndian media space, and the lat- will also infuse further crowding of the est to enter into the fray is Disney. market. Content costs will go up, and Recently, The Walt Disney Company so will distribution. (Disney) conveyed its intention of “This will lead to less margins, taking full control of UTV Software more costs, and thus, more pressure,” Communications (UTV). says another top executive from a brok- So, what could this deal mean to ing firm. Disney and as a consequence, to the He states that in the Indian media industry? space, while the operating margins Many media analysts opine that the are high for a channel, its sustainabil- Disney-UTV deal poses an extremely The deal reinforces the fact that the ity becomes an issue in the long run. positive move, reinforcing the fact And, therefore, many look at foreign that that the West is taking a keen West is taking keen interest in the investments to sustain business in the interest in the Indian media fraternity. long run. Earlier, in January 2009, “India is a potential revenue driver Indian media fraternity. Turner International had formed a and will provide a huge consumer 50:50 joint venture with Alva Brothers base to Disney,” says a top analyst Entertainment, to launch the Hindi of a broking company, who does not wish to be Media Lab. For Navin Khemka, senior vice-presi- entertainment channel Real which could not sus- quoted. dent, ZenithOptimedia, the deal means a massive tain itself in the market. While the deal will help the global conglomer- expansion of the target group for Disney in the So, evidently while the company is a large ate, to get further access into Bollywood through Indian television landscape. global entity, the success of the brand in the Indian UTV, which has grown to become one of the lead- “UTV has a good channel portfolio, especially market is still speculative. ing producers and distributors of films in India, in the niche domain. The brand is established. However, media pundits think that in the Disney will also gain expansion in the mass Hindi And, with more money being pumped in by long run the Indian entertainment industry could entertainment space through the UTV television Disney, the network could move on to show huge become more of a global phenomenon in a local channels. potential,” he says. market. “While most of the content on the UTV chan- But, while the goodies are many, there are a few Interestingly, Walt Disney’s decision to take full nels is suitable to the Disney taste and will only risks, too. Disney is a big pocket player and with control of UTV comes as a growing number of see further improvement in programming with it building a large network in the mass entertain- media and entertainment networks such as NBC, more money from the Disney stable, the UTV ment space will surely lead to more fragmentation Time Warner, Viacom and Sony, are seeking to Bindass channel could eventually see a slow con- of the market. expand their presence in the country. tent transition,” speculates Prabhakar, head, CMS While Disney’s growth will fundamentally pose [email protected]

<<   $   13 Most of the leading publications The constituency being the small- advertisements. in Andhra Pradesh bring out two est unit, the average ad rate in the And, to lure in more personal sections of the newspaper every day. constituency pullout varies from `40 advertisers, publications offer dis- The Art of... The main edition (a broad sheet) of to `75 per sq cm, whereas the rates counts. For example, Sakshi offers the newspaper which is common for a district edition stands anywhere a discount of 15 per cent for this Interestingly, it is still the good across the entire state and a tabloid- between `80 and `550. category. wishes for teachers by their stu- sized supplement, which has two And, retirement ads across mul- Purandhar Rao, general manager, dents and ex-students that constitute sections - one for the entire district, tiple editions cost around `2,000 per advertisement, Andhra Jyothi, who around 40 per cent of the total rel- and the other for a single constitu- sq cm. was one of the key members in start- evant ads across papers. ing the concept at Eenadu reflects, “We took the personal ad category THIS IS HOW IT WORKS It is not easy for the publications to get to the next level with this concept eddy informs that a publication such ads. They have to undertake various at Eenadu. And, it paid dividends.” Rlike Sakshi gets a comprehensive He further shares that the billing for list of those retiring from various promotions in order to get the share of Andhra Jyothi for the retirement ad government departments six months category went up from `4 lakh in in advance. The same practice is fol- the advertisements. 2001 to `50 lakh recently. lowed by other publications as well But interestingly, the category in the state. ency. Most of the volume comes from which is so popular in AP has not This list is then divided district This means that an advertis- district ads, where the ad rates are in entered the other South Indian states wise and sent to respective centres, er has the choice of advertising in the range of `110 to `550 per sq cm. - Kerala, Tamil Nadu or Karnataka. and from there, the sales team of entire Andhra Pradesh (in the main However, it is not easy for the It would be interesting to see if this each publication follows up a month edition), or in one district (in the publications to get the `10 crore, and phenomenon can make a mark in the prior to the date of retirement, with tabloid), or within a specific region have to undertake various promo- other states as well. family members and well-wishers. within the district. tions in order to get the share of the [email protected]

34 afaqs! Reporter, August 16-31, 2011

ADVERTISING LIFE AFTER ADVERTISING

Just as advertising draws people from other professions, other professions too draw people from advertising. afaqs Reporter meets some of the latter. By Ashwini Gangal

ANITA GUPTA Travelling Lens

hat could be common to a high-end name. She agrees that being in advertising has travel tour organiser, an adventure helped. “To be able to do justice to your job, you cyclist, a jungle safari conductor, have to have a passion that feeds into your job.” a stand-up comedian, a ceramic Travelling Lens takes, on an average, 40 select maker,W a farmer, an author and a production house clients out every year. owner? Or take Amitabh Bhattacharya. He quit his In this case, all of them have had something to job as creative director, McCann Erickson, to do with advertising. co-found his own film production house with Advertising is a very accommodating industry. Junaid Memon, a friend. But the partner and Accountants, engineers, doctors, dentists and even executive producer of Nomad Films is also an tea-tasters have made it big here. There are some inveterate adventure cyclist. “Compared to other who have moved away to pursue other career fields, advertising provides a wider exposure. ANUJA CHAUHAN interests, which more often than not, have nothing Besides, advertising is a great teacher.” Author to do with advertising. What makes them do it? So, why did he quit as creative director of McCann Bangalore in 2003 after 10 years in the THE PERFECT PLATFORM? business? “My hard work was being ignored and it dvertising as a profession is different from was my lack of being politically correct all the time he wanted to is the kick that keeps Bhattacharya Aothers. It provides independence and the that became my nemesis at my senior level agency going. “This brings me to cycling. It is a ‘calling’ constant opportunity to unlearn things. It exposes post,” he says. of sorts. Either you ride, or you don’t. There’s no one to lots of other interesting things all the Running his own production house the way scope to feel shortchanged. It is an overwhelming time. A banker might be an expert in banking and satisfying form of self-expression that helps me and finance, but an advertising person could be a perform better on the job too,” says Bhattacharya Jack-of-all-trades. Is that what prepares one for an A banker might be an explaining his love for cycling. offbeat career? He started cycling in 2008, and participated in Former senior vice-president and managing expert only in finance, but the Geneva-Cannes Fireflies Tour this year. The partner of JWT South (Chennai and Hyderabad), Fireflies Tour (an eight-day, 1,000-km ride through Anita Gupta, quit advertising a few years ago to craft an ad person could be a the French Alps) is a cycling event that raises funds high-end adventure travel experiences for special for research on Leukamia. Bhattacharya cycles interest groups such as corporate professionals, Jack-of-all-trades. Is that close to 10,000 km a year. NRIs, artists and museum teams. Gupta, whose what prepares the latter for “This is just something that advertising does to company is called Travelling Lens, also manages you,” exclaims Sanjay Krishnan an ex-JWT man, a travel-cum-photography brand by the same an offbeat career? who launched Wilderness Safari in 2008. “At an

38 afaqs! Reporter, August 16-31, 2011    

AMITABH BHATTACHARYA Nomad Films There are those Delhi and Mumbai regularly, is considering an offer to go to Udaipur for a ‘corporate gig’ (an who try out entertainment session that is part of an off- site team building workshop for members of a something and corporate organisation). She recently launched an initiative called Loony Goons that helps upcoming come right back comedians to clinch gigs and perform more often. too. Advertising After a dozen years in the industry, Palta found out that a laugh or two goes down well with most allows this people. Are advertising people more prone to act like this? Some call it madness. latitude. As Gopi Kukde, co-founder of Advertising Avenues, says, “Unless you have a certain madness issue of sourcing talent. Away about you, you can’t be in advertising!” Extend from agency-life, not having that and it makes sense why advertising folk go the best talent available is a through such sudden urges. Inherently restless challenge. “But I have learnt people harbour multiple interests and passions. how to attract the right talent Kukde himself took a sabbatical from advertising and staff for my current line in 1990. Keeping all creative instincts aside, he of work.” studied ceramics for five years, after which he There are others who have started working for architects. He soon started moved, tried out something selling his artefacts and launched his own ceramics and come right back too. business called Useless Ceramics. Kukde returned Advertising allows this latitude. Many industry observers believe that in advertising, daily experimentation is part RACHANA YADAV, former account director of the job, which is why it at Everest Advertising, quit in 1992 and increases the riskrisk-taking taking converted her knack for interior designingdesigning into ad agency, people are exposed to so much creative abilities of people. Soo much so that thoughthough people a part ttimeime hhobbyobby wwhichhich sslowlylowly evoevolvedlved intointo a thinking. They’re more likely to act on their from this professionn take the ffull-fledgedull-fledged pprofession.rofession. passion,” he says. risk of quitting midwaydway and Krishnan organises tours to Dudhwa National chasing other horizons,zons, theythey With her own ffurniture-makingurniture-making factoryfactory Park. He was an account director. He joined can count on peer support.upport. and showroomshowroom,, Yadav’s interior designing advertising straight out of college but lasted just Ogilvy Mumbai’sai’s vicevice-- company ‘Stu‘Studiodio LLine’ine’ ppickedicked up. But, soon, sshehe five years in the business. Even so, he insists that president, planning,ng, Prem got bored of this as well. Today, she delivers being in advertising helped. “Servicing clients in Narayan, had decidedided to quit stage shows regularlregularlyy and an agency and dealing with people at a camp are advertising a few years ago to runs hherer own dancedance schoolschool not too different. Both involve handling people.” turn farmer. Narayanrayan and his called ‘The Rachana Yadav Is it smooth sailing then after switching careers? uncle got into large-scalee-scale farmingfarming at Kathak Studio’ in GurGurgaon.gaon. Tirunelveli, Tamil Nadu, in AugustAugust NOT ALWAYS A BREEZE 2007. Together, thehe two set up closeclose Reason for quitting:quitting: ny start-up comes with its attendant problem. to 200 acres of farmland.mland. TheyThey optedopted for SSheerheer pressure andand ASays Krishnan, “The biggest problem was long-term crops suchch as gooseberrygooseberry (amlaamla),), fatifatigue.gue. dealing with this mindset of people when they lemon, eucalyptus, ccornorn and sunflower.sunflower. Within ask, ‘Why are you leaving a promising career like a year, however, Narayanarayan ran into some troubletrouble advertising’. Another problem was that Dudhwa and moved back to OgilvyOgilvy Mumbai.Mumbai. Today,Today, hishis was also not well known. So, getting people to cousin, along with a manager,manager, lookslooks after it. learn about the place and getting them to come Narayan says, “HadHad I bbeeneen in any ototherher there was a challenge.” Krishnan’s camps - like any profession, my colleagueseagues wouldwould probablyprobably callcall jungle safari in India - run for six months every me a ‘cuckoo’ if I toldtold themthem thatthat I wawantnt ttoo year, between November and May. renounce my job to go farming, but advertisingadvertising Gupta, too, had her share of problems. “The guys are diverse andd interesting people and are biggest hiccup was getting used to the absence of chilled out enough to lend emotional support the kind of advanced technology and infrastructure when their colleagueses do such things.” that agencies offer,” she says. Another was the CREATIVEEATIVE IITCHTCH opular stand-upp comedian, Neeti Palta (a Pformer copywriterter at JWT), wwhoho spent around 11 years inn advertising,advertising, jokesjokes about her own story,ry, “You couldcould say that I found my trigger to pursue a career in comedyomedy on-the-job. After all,all, you do develop a sense of humour in this industry. And as a copywriter, you’re’re constantly coming up JAYANT GHOSH with witty and qquirkyuirky Maati Agrotech stuff.” Palta, who performsrforms in to advertising in 2000, though he continues with VETERANS’ VERDICT his passion. He says, “This madness, coupled with t is not as if people are deserting advertising in multiple interests, often inspires people to take Idroves. The people running the advertising show sabbaticals or call it quits, in order to chase their have their points of view. Priti Nair, co-founder, hobbies, or at least, convert them into side careers. Curry-Nation insists that, unlike other fields Kudke’s example was followed by Shalini Dam, where the higher one climbs the more comfortable former national creative director of Grey Delhi. one’s job gets, in advertising the higher one climbs The student of pottery quit last year to pursue the more stressful things get, she says tolerantly of ceramics full-time. She has even trained under a those who are looking for fresher pastures. ‘kumhar’ for three weeks. “If you really want to KV Sridhar, aka Pops, national creative director, pursue something, why wait?” asks Dam adding, Leo Burnett India, is scathing. He believes that “It takes time to become good at any craft, so the those who switched fields from advertising to Twenty-five-year-old ADITYA MANRAL moved out of advertising after spending a couple of years in the industry. His last designation was account executive, JWT. The former client servicing professional, is now a dorm parent at the Mussoorie-based Woodstock School, a residential set up. Reason for quitting: A hazy role in the larger scheme of things.

shows their lack of creative leadership. I know many hardcore creative people who enjoy their work so much that they prefer staying craftsmen and copywriters all their lives.” Sridhar feels that such people are not interested in client meetings and high posts. Those who accept promotions and raises, should also deliver accordingly and not shy away from the role that comes with it. “The posts of executive creative director or national creative (Left) PREM NARAYAN director roles are ‘thought leadership’ roles. You Back to advertising can’t accept the promotion and then crib about the managerial part of it,” he thunders. Ashish Khazanchi, national creative director and vice-chairperson, Publicis Ambience, is a Many find the corporate other passions midway in their careers, were more indulgent. “As you roll on in this profession, probably not passionate enough about advertising it becomes more about judgement and delegation profile an obstacle to in the first place. “The notion of ‘creative burnout’ than doing it yourself. That’s when you start is just a myth. It is just an escapist route to cover missing doing the creative work,” he says. When letting their creative up one’s own inefficiency. In this profession, one starts missing that creative outlet, to fulfill expression loose and they burnout occurs when you stop being an eternal this craving, one tends to take to other interests student of life,” he points out. seriously, especially if it is financially viable. call it quits after a while. What about those who find senior jobs too Not everyone looks to combine creative management-oriented for their liking? “This just outflow with the profit motive. Jayant Ghosh’s last sooner you take to it seriously, the better.” Self-expression is what Dam calls it. But isn’t GOPI KUKDE creative advertising too about self-expression? Useless Ceramics Ask Anuja Chauhan, bestselling author, who has written two books laced with Hinglish, an approach generally frowned upon by purists of language. Both The Zoya Factor and Battle for Bittora became the rage when they were released. Now a full-time author the ex-executive creative director of JWT, says, “Advertising is a great training camp. It teaches you a lot. But, you end up becoming a suit with a ponytail, the higher you climb. When you get pushed up the ladder, you spend too much time in meetings and creativity dies. When you rise, the pencil and the yellow pad fade away.” There are many who succumb to the pressure that comes along while climbing steadily up the corporate ladder. Many find the corporate culture an obstacle to letting their creative expression loose and they call it quits after a while. The more managerial the role gets, the less enjoyable it is for creative people. Not everyone agrees with that assessment though.

40 afaqs! Reporter, August 16-31, 2011    

NEETI PALTA Stand-up Comedian agency job was as senior client servicing director the State Government took up at Lowe Lintas in 2009 working on brands such this model as a state policy as Wills Lifestyle and Parker pens. Today, he is in and started implementing it Ranchi and runs Maati Agrotech, an agricultural on a large scale. Currently, and livelihood promotion institution that works the Jharkhand State Rural with farmers. Maati, based in Jharkhand, Madhya Development Department is Pradesh, Odisha, helps 300 farmers in 27 villages. implementing Ghosh’s model Ghosh devised a cultivation model - the Maati for around one lakh farmers. Vegetable Cultivation Model - that included Why did he move after irrigation methodology and knowledge about new 14 years in advertising? “In ways of growing vegetables. He introduced poor, the late 1990s/early 2000s, I small-time farmers to technology. found lack of substance in the In the initial days, help came when the UNDP industry. Agency professionals (United Nations Development Programme) would spend three-four hours approached him and asked him to do a pilot in meetings discussing things SANJAY KRISHNAN for them in six villages across Jharkhand. Then, like the colour of one dress! Wilderness Safari

The client became the focus of everything and agency professionals gradually became what I call ‘professional invertebrates’. The joy was sucked out of the job.” Kaushik Mukherji is another who quit the advertising and communications industry two years ago to found Bhoomi Corp. It deals in agriculture retail and Mukherji finds it fulfilling.

THERE’S REASON obby Pawar, chief creative officer, Mudra BGroup, agrees with Pop’s assessment that the concept of creative burnout is a myth. He, however, understands why multi-talented advertising professionals tend to gravitate towards their other interests somewhere down the line. “It’s not like you’re wedded to your profession,” he points out, adding that with the right level of discipline it is possible for a senior creative professional to decide how much of work he wants to delegate. Josy Paul, chairman and chief creative officer, BBDO India, has an existential take on the issue. “It all depends on one’s sense of how much work is left ‘unfinished’ in the industry,” he sighs. He feels that it is this sense of ‘unfinished business’ and the need to re-invent that keeps people going. “I make no judgement on people who’ve moved out. Maybe they didn’t feel the sense of ‘unfinished work’ in the industry,” he clarifies. SHIVEN SURENDRANATH, (right) former senior vice-president, creative, Leo Burnett Mumbai, At the end, it all boils down to the urge to runs his own production house, Old School Films. At the same time, he bought two horses and slowly explore. The advertising industry, especially the got into the business of breeding! creative people in it, draws those who are explorers by nature. They want to explore many different Today, he owns 12 horses and also breeds them at his breeding farms at Gurgaon, Bengaluru and things. And when their present job blocks out Pune. He is the president of the Western India Race Horse Owners’ Association (WIRHOA). Two of exploration options, they tend to move out to his horses are winners too - Velvet Rope won the McDowell Indian Derby in 2006 and Tomsk won areas that can satisfy their curiosity. But it is not as the Delhi Derby in 2008. if those who have moved on don’t look back. As Reason for quitting: People playing games and politics. Gupta puts it, “I miss the energy in advertising.” [email protected]

afaqs! Reporter, August 16-31, 2011 41   CHROME DATA ANALYTICS & MEDIA Fitting the Jigsaw Puzzle Together The tool for the North-east allows broadcasters, advertisers and media agencies to check the availability of a particular channel across the north-eastern states and Sikkim. News Bureau

orth-east India has always remained its channel to be carried on. across panel homes. The set-top boxes thus record a mystery for television broadcasters, As part of the process to collect the data for the availability of each channel. Nadvertisers, as well as media planning census, the media research company has identi- “Currently, most advertisers, media planners agencies when it comes to mapping the reach of fied panel homes, wherein a set-top box (main and buyers look at data pertaining to Guwahati television channels across the entire region beyond head-end) is installed that transposes any of the alone and are forced to assume that the same is Guwahati. available channels from a cable television service to true for all other states across the North-east. A new tool called Chrome NE, by Chrome This is not at all the case, since many channels are Data Analytics & Media, unravels the mystery by available either only in Guwahati or elsewhere in tracking the cable and satellite households across “The tool facilitates Assam and not in the rest of the states and vice- the region, making it a profitable destination for media vehicles to versa,” adds Jeffrey Crasto, executive director, all three stakeholders. get insights into the Chrome Data Analytics & Media. Elaborating on the tool, Pankaj Krishna, “Chrome NE will actually show the weighted founder and chief executive officer, Chrome Data millions of C&S connectivity of channels, along with individual Analytics & Media, says, “The North-east region homes in these details of bands and frequencies across head-ends, was a major blind spot for every broadcaster and eight states.” cities and states,” He further adds. advertiser,” Krishna adds. The new tool facilitates media vehicles to get PANKAJ KRISHNA THE FINDINGS valuable insights into the millions of C&S house- SUSHIL KUMAR he result of the census conducted last week holds in these eight states.” “Chrome NE will Tshows that in case of general entertainment The entire North-east region has approximate- channels (GECs), when Guwahati is taken as the ly 4.15 million cable and satellite (C&S) homes show the weighted sample, the reach of all GECs such as Star Plus, (analog). Currently, there are about 626 channels connectivity of Colors, Zee TV, Sony, SAB, Imagine and STAR on air in India, of which approximately 312 are channels, along with Utsav is 100 per cent. news channels and 314 are non-news channels. However, the census shows that Star Plus has The government of India has granted up- details of bands and the highest reach across the North-east as it is linking permission to around 75 channels and has frequencies.” accessible in 67 per cent of the total C&S house- received applications for 29 new channels between holds, followed by Colors and Zee TV, which JEFFREY CRASTO July 2010 and January 2011. have a reach of 65 per cent. SUSHIL KUMAR Overall, there are only 107 bands available in Next in line is Sony, with 60 per cent reach, fol- the analog platform, which allows carrying of only an analog RF signal on a single channel, which is lowed by SAB with 47 per cent, and Imagine with 100 channels. then used to identify the frequency of the channel. 37 per cent reach. At the end is STAR Utsav, with In terms of quality of reception, Prime and In each area, that panel home is connected to 36 per cent availability. Colour bands are best followed by S-Band, Hyper- three parallel homes within a radius of 3 km. In case of music and youth channels, once band and UHF band. Therefore, carriage fee is The parallel home technique is used to moni- decided based on the band the broadcaster wants tor the transmission quality of individual channels     %" >>

TELEVISION the week ended July 23 (TAM, C&S will be able to hold the audiences 4+, HSM), the TVR for the show together? stood at 3.4 TVR. When it comes to collecting a Play it Safe Ormax Media predicted that loyal audience set for a new show, Parichay will up the ratings of the the prime objective for a channel Does getting known faces on board help generate slot by as much as 65 per cent, (it is to ‘keep that sample going’. And currently stands at an average 1.7 therefore, many affirm that getting a bigger buzz and create better sampling in the TVR). known faces on board not only helps initial period of the show. By Anindita Sarkar So, does this mean that eventu- in generating a bigger buzz for the ally only popular faces on television show but also creates better sampling for the property. kta Kapoor’s Balaji Telefilms Sejal Shah, vice-president, West has decided to bet on popu- and South, IME, says, “The initial Elar faces. After relaunching sampling for a show is always an Saakshi Tanwar and Ram Kapoor issue and a high risk factor for broad- with Bade Achhe Lagte Hain on Sony, casters. When television actors as big the television content producer has as Ram Kapoor or Sameer Soni come now brought Sameer Soni in its new on board, the audience expectations fiction show Parichay, that went on are much higher. Therefore, the ini- air recently on Colors. tial build up for the show is much Bade Achhe Lagte Hain opened faster compared to properties which with a TVR of 1.3, and steadily grew exhibit lesser known or newer faces.”

to a 2.4 TVR in its fourth week on SUSHIL KUMAR     %" TV, and now, as per the ratings for (L-R) Shah, Balakrishnan and Nair: the popularity quotient >>

42 afaqs! Reporter, August 16-31, 2011

    BICYCLE BRANDING VIKRAM CHANDRA I GROUP CEO I NDTV 4 Fifty cycles are carrying KLM Royal Dutch Airlines’ brand mes- sage. By Surina Sayal

Quietly f you are in Delhi, don’t be sur- prised if you see a flurry of bright Iorange bicycles with brand mes- sages go by. This is a bicycle tour by Confident DelhiByCycle (DBC) and the mes- sages are those of KLM Airlines. DBC which has been offering bicycle tours in Delhi since 2009, has started offering advertising space to brands on its cycles. KLM Airlines is the company’s maiden partner for advertising. The campaign focuses on the CSR message, ‘Take care of tomorrow - SUSHIL KUMAR

ometimes, being in a place for 17 years has it own dominant role in the news business in 1998-99. benefits and values,” believes NDTV’s new group Chandra is of the opinion the corporate roles played SCEO. It is a belief that took Vikramaditya - popu- by him are very different to either anchoring or report- larly known as Vikram Chandra from a reporter to his ing. current job profile. However, what urged him to take over the job Chandra, who completed a Bachelors degree in was certain classic examples of success. He adds, “At Economics from St Stephen’s College in Delhi and NDTV there are good precedents of what I am doing went on to study at Oxford on an Inlaks Scholarship, today. For example, Prannoy (Roy) also got into the honed his media skills at Stanford University where he white-collar job from anchoring or hosting show.” today’. The company’s design team did a course in Mass Media in between. “It has been Despite getting on to the corporate bandwag- has worked on the high quality plates an interesting journey so far, playing different roles,” on (Chandra’s has headed the business channel and baskets that have been fitted onto says Chandra. NDTV Profit, been CEO of NDTV the cycles. It will go on till October, When he came back to India the Networks), he has continued to and has messages on 50 cycles. business of private television news anchor shows like the Big Fight and The bicycle branding is a joint hardly existed in those days. His first “By and large Gadget Guru. He explains, “Till now, effort of DBC and Gotcha! Impact job in media was with Newstrack any corporate role that I have played Media, those behind Cards4U. in 1991, where he worked as a anchoring has been almost secondary to anchor- DBC was started by Dutchman reporter and three years later, moved ing, especially in the last couple of Jack Leenaars, a former South Asia to NDTV. Interestingly, for him, has always years. By and large anchoring has correspondent for the Dutch daily reporting at that time used to be always been the number one prefer- De Telegraaf in 2009. enthralling as reporters had a month been my ence.” The tours offer the participants to do a news story. a unique street experience for three He reminisces, “Some of the best number one TOP DOWN hours, with professional guides. moments that I had would argu- All that will change now, as he takes The company offers four differ- ably be some the first months as a preference.” on the group CEO role. Anchoring ent tours all over the town, with each reporter when I spent my time run- will definitely have to take a backseat, tour accommodating nine partici- ning around chasing tantriks, dacoits wont it? “I will continue doing the pants including tourists, expats and and terrorists and then Kargil, Charar-e-Sharif (in Big Fight and one or two more shows as we go forward Delhiites. Kashmir). Those were fun days.” just to keep myself abreast of what is happening.” The tour company also has a fast And what are his plans, especially in these tough growing corporate clientele. THE CORPORATE TOUCH times for NDTV? Its failure in the try-it-and-see Says Leenaars, “As we are moving According to Chandra, his first corporate role hap- attempt with GEC is well documented, as is the layoff in a group of catchy bright orange pened 10 years ago. “I was made the CEO of NDTV. of staff. NDTV has seen lot od downs in the recent bikes driven mostly by foreigners, com and set up the entire convergence business which past. visibility is very high and the group today is a major source of satisfaction as it started of In the new role, Chandra’s foremost priority will be cannot pass unnoticed.” literally as a website of three or four pages.” Chandra to pull the group out of the “bad period that we have The cycles go through locations is a digital man. He believes that as the world moves been going through. It could be two weeks from now all over Delhi, including Chandni forward more and more of it will become digital. More or six months or even a year. The bad period is about Chowk, Chawri Bazar, Connaught news will be internet-based and choice is going to to end and I want to make sure we are positioned to Place, Rajpath, India Gate and Lodi become very important. take advantage of that,” he signs off optimistically. area among others. He saw the early signs of the internet playing a [email protected] [email protected]

46 afaqs! Reporter, August 16-31, 2011

  SONY TV Everybody Likes It For Sony entertainment television, Bade Achche Lagte Hai could eventually prove to become the real force behind pushing the channel forward in the viewership battle. By Anindita Sarkar

he show, launched on May 30, League (IPL), one of the highest-viewed 2011, has been steadily rising up properties during that period. Thus, the Tthe ladder, thereby helping Sony hype generated for the show on the back to up its channel stickiness and sampling, of IPL was humungous too, say media for the 10.30 pm slot. Result? Sony, pundits. whose average GRP stands at an approxi- “This aside, the content of the show mate 175-185 points, closed at 220 GRPs also looks very promising. Unlike a lot in Week 30. of other shows, this show talks about For Sony entertainment television, the love story between two adults. And, Bade Achche Lagte Hai could become the with Ram Kapoor and Saakshi Tanwar as real force behind pushing the channel the lead protagonists, the content sticki- forward in the viewership battle. ness is even more. Bade Achche Lagte Hai Consider this: Bade Achche Lagte Hai is steadily doing well with the viewers opened with a TVR of 1.3, and steadily and has doubled its ratings in the last grew to a 2.4 TVR in its fourth week on six-to-seven weeks,” says Rahul Jadav, TV, and now, as per the latest ratings for investment director at MEC. the week ended July 23 (TAM, C&S 4+, As the product shows potential in HSM), the TVR for the show stands at viewership, media executives are opti- 3.4 TVR. mistic that the show’s advertising rates Bade Achche Lagte Hai has completed eight too, will eventually show growth. weeks on Sony, and its cumulative reach for the Bade Achche Lagte Hai - on While a top show on a Hindi GEC commands eight weeks stands at 53.9 million. Now, com- the completion of eight an approximate `90,000-`1 lakh per 10 seconds, pare this to the average cumulative reach for the Bade Achche Lagte Hai currently demands an ad first eight weeks of Kismat, the first daily fiction weeks on Sony - had the rate in the approximate range of `40,000-`60,000 property from the YRF stable that occupied the per 10 seconds. same slot prior to the launch of Bade Achche Lagte cumulative reach of “The show has already made way into the Top Hai. Kismat’s reach stood at 30.6 million exhibiting 53.9 million. 10 list of the Hindi GEC space. If it is able to the fact that the slot has witnessed an approximate sustain its stay in the list and grow in rank further, 76 per cent increase in cumulative reach with the two primary factors - marketing and promotions, the product is sure to command rates comparable launch of Bade Achche Lagte Hai. and a good storyline. to the top shows in the long run,” says a top media So what is it that has worked for the show? The promotions for the show were unveiled executive on the condition of anonymity. The success of the show has been brought in by during the fourth season of the Indian Premier [email protected]

<<   $   %3 Aaj Tak, DD News and IBN7) with <<   $   %3 mote celebrity faces as a marketing 12 per cent reach. strategy, the stickiness of a fiction The data from Chrome NE will finally depend on the content The Jigsaw... shows that STAR News has 55 per Play it Safe and its storyline.” cent reach, followed by Zee News Agrees Santosh Nair, chief execu- again, the reach of all channels is 100 with 54 per cent reach. While Aaj “And since the audience already tive officer, UTV Television, “While per cent when Guwahati is taken as Tak is available to 43 per cent C&S expects that such names will do known faces bring in a recall value the benchmark. households, DD News has 42 per something better than the rest, they for the property, at the end of the However, reality shows that cent reach. Lastly, the data shows continue to stick to these shows for day, the content has to function. MTV is being made available to that IBN7 has 23 per cent reach. a longer time period,” she elaborates. Otherwise, despite the added cred- 61 per cent households of the total Therefore, in this case, chan- Balakrishna, vice-president at ibility of the yesteryear stars to give C&S households in the region. nels such as News Live 24x7 and that push to the show, the property Trailing behind is Channel [V] Frontier TV, which actually have It’s not popular will fall flat on its face,” he says. with 42 per cent reach, followed by 55 per cent and 44 per cent reach, Many television content produc- 9XM with 41 per cent reach. respectively, across the region, lose faces, but character- ers also believe that it’s not the UTV Bindass is available to 35 out in the race as the channels have popular faces, but the characteri- per cent C&S households. At the zero reach when Guwahati is taken isation that creates sation that creates the recall value end is VH1; the channel is accessible as the sample. amongst audiences. “People still to 21 per cent C&S households. The census, provides an insight the recall value remember Saakshi Tanwar as Meanwhile, in the case of news into the total number of channels amongst viewers. Parvati from Kahaani Ghar Ghar Kii channels, when Guwahati is taken as that viewers had access to, apart from and Shweta Tiwari as Prerna from the sample to represent the North- what band the channel was being Allied Media Network, however, Kasautii Zindagii Kay. So, it’s the east region, the data shows that made available on across Assam, believes that the strategy of using characterisation that makes that actor while STAR News is available to all Meghalaya, Tripura, Manipur, well-known faces for television a superstar,” opines Moti Sagar, pro- the households with 100 per cent Mizoram, Nagaland, Arunachal shows works well with reality con- ducer, Sagar Pictures. reach, followed by the rest of the Pradesh and Sikkim. tent. [email protected] news channels (namely Zee News, [email protected] “While channels can initially pro-

48 afaqs! Reporter, August 16-31, 2011

 

Another edition of afaqs’s annual event which looks at the future of the news business in India. Professionals from various media debated the issue.

SANJAY GUPTA SANTOSH DESAI       

ews will never die and the future of news is - and will always be very - bright. rom the consumer’s perspective, news is required as it provides an orderly NThe question is, what will happen to media companies. Will society start Fmovement of time, apart from providing a sense that the world is ‘knowable’. consuming news as it is being propagated in many platforms by way of Twitter and News provides an acknowledgment to the consumer that ‘I am not alone’. Facebook, and be satisfied and move on, or will it rely on the credibility of the news Furthermore, news provides recognition of one’s place in the world, and gives the organisations on whom lies the onus of sifting through the colossal information and idea of an independent world. It is this acknowledgment that the readers need. presenting what we call news. The hierarchy of news is changing rapidly in the newspapers, including what With social media gaining prominence, the reader will have an option of choosing should go in the front page as the lead and what should be carried in the last page. the medium that best suits his or her requirements. This question perplexes many Thus, what is actually happening is that for us readers, somebody is processing, who have put their money in this business. I run a public company and the question indexing, cataloguing and prioritising the world, which in return is helping us to of how I foresee the market is pertinently put forward by investors in one-to-one know the world and allowing us to make sense of that. discussions. I’m not a fortune teller, but let’s go back seven years. Today should The business of news has led to the formation of two kinds of trends producing have been the doomsday of newspapers, but the industry is growing and thriving dramatic changes. Firstly, ‘marketisation of news’ - the fact that news has become in this country. much more integrated to the market system and it is difficult to make it stand out, Indian publishers have defied all the pundits who said that the newspaper while the original vision of journalism was that it was a pillar of society and would industry is nearing its end and will meet the same fate as that of newspapers in stand out. The dominant logic is that decision making in the media is led by the fact the US or the UK. I’m standing here and I run a very successful newspaper - and that it is business. so are many others. News organisations are probably failing in the West because There is a high level of interest in trying to understand what viewers want and of the excess baggage they were carrying. The wastage was very high. then using news as advertising.

Mastering Digital. What will it take for firms to make the most of digital media forms?

The primary reason why digital The medium is highly does not make money is because measurable and lets you know the people are lazy, and suffer from detail of returns on investment. In intellectual laziness, and are not both print and TV advertising, where comfortable with what the advertiser spends a lot of money, they know. By people, I mean you only get to know the returns advertisers and media planners. after a certain period of time. ANJALI HEGDE,       R K LAXMAN    

Though we have one advertising Digital agencies and marketers slot on our Jagran website home have overshot the measurability page, and two ad slots on the inside of digital medium. People expect that pages of the website and no matter for one dollar spent on digital, they what ad possibilities we offer to will get 1(x) return. The other reason advertisers, the discussion always could be that people are not able to boils down to ‘how much’. figure out the opportunity. SUKIRTI GUPTA      PRADEEP CHOPRA     

MODERATOR: ARUNAVA SINHA       

52 afaqs! Reporter, August 16-31, 2011

 

Is push overcoming pull in the news How will cross media ownership change the television business? rules of the game?

There is good news as the system When we went with bundling changes gradually from analog we found that most advertisers to digital. With 60 per cent of analog were keen on trying it out. However, homes decreasing to 57 per cent when we actually went ahead with of the total 112 million cable and the plan, we realised that the asking satellite households, even subscription rate by the advertisers was way lower will play a role in revenue. than what we could have offered. SUDHA NATRAJAN       I VENKAT    

One cannot force the viewer to “Cross media holdings will not watch something, and so once only give people the formula of again it comes to ‘pull’ as the factor. selling their business successfully, In case of a new player, it is a known it will, at the same time, dilute their fact that to ensure a high reach risks by being in multiple verticals. matching the level of competition, However, in India, cross media one has to spend on distribution. holding will take some time. NIKHIL SETH       RAHUL THAPPA   

News channels, especially Hindi, It took 100 years for us to achieve in order to grab eyeballs, stoop as 1 million copies, and the next low as possible by providing absurd one million happened in the last five news. The other part of the story is years, when the competition was that the battle is due to people for intense and the advertising growth whom news channels are cost centres was very high. We are in an industry for other businesses. which is still maturing. PANKAJ KRISHNA    !  VARGHESE CHANDY           

While distribution is a function We don’t have a metric that is of money that one is willing active on brand experience. We to spend, content is a function of are dependent on traditional metrics. ideas. These two are not related, so Therefore, according to me, there is it would be wrong to say that one is an end-to-end problem till the time spending more on distribution and we acknowledge that we are in the compromising with the content. business of ideas. NIRAJ SANAN       SATYAJIT SEN "   

MODERATOR: PRAJJAL SAHA MODERATOR: SREEKANT KHANDEKAR     #$    #$

54 afaqs! Reporter, August 16-31, 2011 MON - FRI 6:30 and 8:30 PM

National Sales: Abhay Ojha 09311997956 Delhi: Mathew George 09311826484 Hyderabad: Shalini- 09391160809 Chennai: Priya Krishna- 0938221377 Kolkata: Susmit Chandra 09330238854 Bangalore: Lenii Jacob- 09739442224 Uttar Pradesh: Jagmeet Singh Bahri: 9696022444 West: Charanjeet Arora 07878455889  

Buying Insurance. What print needs to do to protect its future growth.

Circulation-wise, the last three Print as a medium has no years have been pretty good insurance, but I feel publishers for India. If you take developed need insurance to keep it going. The countries like Europe and North medium has declined by 4 per cent. America into consideration, it has What will keep this industry going is fallen considerably and in developing local advertising and not countries like Asia and South. national ones. MALLIKARJUNADAS CR       N P SATHYAMURTHY     

There is a need to preserve The number of people sharing the essence, or protect some newspapers has gone down distinctive features of a brand or its considerably and so has the time content, in order to differentiate spent on particular sections of itself from the others. The readers newspapers, except some. The get addicted to or habituated with a sections which keep the newspapers particular feature of a product. going are need-based ones. AMIT SHUKLA        ASHOK DAS        

One of the key reasons why print is still enjoying the ‘high’ is because of its cover price, which is still lower than any other country of the world. Even in our neighbouring country, Pakistan, a newspaper is priced at `12-15, compared to `2-4 in India. Moreover, we are blessed with a direct distribution system, where 98 per cent of the copies are home delivered, which is the other way round in the western countries.

RAHUL KANSAL  !

MODERATOR: SHANTANU BHANJA         CONVERSATIONS

Nilesh Thakkar (second from the left) is all ears Amit Shukla (left) and Shantanu Bhanja (From left) Rahul Kansal, Mallikarjunadas, I Venkat, Sudha Natrajan and Sanjay Gupta

56 afaqs! Reporter, August 16-31, 2011

 

1 2 3

4 5

1 Ashok Das, Rahul Kansal and Vanita Kohli-Khandekar

2 Prasanna Singh and Amith Prabhu 6 7 3 Siva Prasad

4 Sanjay Dua, Jeffrey Crasto, Pankaj Krishna and Neeraj Sanan.

5 Varghese Chandy, Rahul Thappa, Satyajit Sen and Sreekant Khandekar

6 Santosh Desai and Sanjay Gupta

7 I Venkat, Pankaj Belwariar and Varghese Chandy 8 8 Sukirti Gupta, Alok Sanwal and Kunal Jerath

     PHOTOGRAPHS BY SUSHIL KUMAR

58 afaqs! Reporter, August 16-31, 2011

 

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

post of VP, Rediffusion-Y&R, Delhi, while Chraneeta iacom18 Mann has been appointed ECD. VMedia Saints & Warriors, Mumbai appointed a branch head has roped for the first time by roping in Sartaj Jaffri as senior VP and in Ravish branch head, Mumbai. Jaffri who joins from Percept/H, Kumar as will be responsible for the general man- internal functioning, as well ager and head as getting new businesses. for its Hindi Eleven Brandworks roped movie chan- in Sampada Chaudhari as the nel, which is JUDE FERNANDES SANJEEV BHARGAVA agency’s COO. Chaudhari expected to be RAVISH KUMAR joins Eleven Brandworks’ launched in his fortnight was about the ending of long associa- Mumbai office after ending a the last quarter of this calendar year. Ttions. Two men who had spent about 20 years in 12-year stint at Lowe Lintas. Kumar will report to Raj Nayak, the advertising industry ended their long relationships. She will be responsible for chief executive officer, Colors. Jude Fernandes, CEO, Mudra India and executive running the agency and lead- Kumar moves in from the STAR director, Mudra Group, put in his papers. Meanwhile, JOONO SIMON ing new business initiatives. Network, where he was executive putting an end to the speculation, JWT broke the news Among the media plan- vice-president and general manager of Sanjeev Bhargava joining as managing partner replac- ning and buying agencies, for regional channels. ing Rohit Ohri. Bhargava who had moved to Draftfcb Madison Media appointed Another chan- Ulka as chief operating officer is back with JWT. In his Dnyanada Chaudhari as nel, Zee new role, Bhargava will be responsible for the function- COO of a new unit of the Entertainment ing as well as getting new businesses for the branch. agency. Chaudhari moves Enterprises Bates 141 has appointed Srijib Mallik as executive in from ZenithOptimedia, roped in VP and branch head, Delhi. Mallik steps into the shoes where she served as MD, Sulekha Sharma of Vaasu Gavarasana. He will report to Sandeep Pathak, West and South. At Madison, as deputy VP CEO, Bates 141. His immediate mandate will involve Chaudhari will report to and national looking after the businesses handled by the agency’s Punitha Arumugam, group head, ad sales. Delhi office and acquire new ones. Mallik joins from CEO, Madison Media. Sharma will Rediffusion-Y&R, where he took care of the MTS Spatial Access Solutions report to Ashish account as the national business head. has a new entrant. Harsha Sehgal, EVP, ad CHRANEETA MANN KVL NARAYAN RAO Law & Kenneth appointed Imran Khan as business Joshi, COO, media buying sales and will be director and branch head, Mumbai. He will report and content, Madison Media, responsible for to Anil Nair, chief executive officer. Khan steps into has come in as CEO for the international business handling the ad sales of all the net- the shoes of Neeraja Kale. His responsibilities will vertical. Joshi will report in work channels. This will be Sharma’s involve looking after the businesses handled by the to Meenakshi Madhvani, second stint with Zee, as she returns agency’s Mumbai office. Khan moves in from Concept founder and managing part- to the network after a gap of two Communications. ner, Spatial Access Solutions. years. Prior to this, Sharma was with Ogilvy India has appointed Joono Simon as ECD. eBus Aidem has appointed UTV World Movies, where she was Simon, who will be based in Bengaluru, will report to Joydeep Ghosh as the busi- AVP and national head, ad sales. Rajiv Rao and Abhijit Avasthi, NCDs, Ogilvy India. ness head in India. In his new NDTV restructured its top ma Simon moves in from Leo Burnett, Sri Lanka. His man- role, Ghosh will be heading nagement’s portfolio this fortnight. date will involve looking after brands. the eBus Aidem operations Group CEO, KVL Narayan Rao will Another agency, Rediffusion-Y&R made two key in India. Ghosh joins the don the role of executive vice-chair- senior-level management changes in its Delhi office by company from Reliance man, NDTV, while Vikram Chandra elevating Abhik Santara, national business head to the DNYANADA CHAUDHARI Communications. will take over as Group CEO.

OOH MARKETING edia solutions agency Realm Media he global market research firm Synovate has MSolutions, which was set up by out- Tappointed some senior officials for its India of-home professionals Yuvraj Agarwal and operations. Satish Kailash Singh in April 2010, has Ruma Sengupta will be the director of insights taken some key steps to strengthen and in Synovate. Prior to this, Sengupta was with IMRB expand its base in the South. To spearhead International as business head. Sachin Chaudhari and strengthen its southern operations, the quit Millward Brown to rejoin Synovate as research agency has appointed Ovez Khan as group director. The market research firm has also roped vice-president. Khan, who served as head, in Avijit Ghosh in the Motoresearch team as asso- South, at Percept OOH till recently, quit ciate director, in Mumbai. Previously, Ghosh was to launch Billboards India, his own outdoor with Frost and Sullivan, in Toronto. firm, in mid-July. With this move, Billboards Shubhranshu Singh has joined Visa, the RUMA SENGUPTA SHUBHRANSHU SINGH India, set up by Khan, also becomes a part of financial services brand, as marketing director, the Realm Retail business. Realm Retail will India and South Asia. He was with Diageo India as national head, customer marketing and key continue to provide innovative OOH solu- accounts. As marketing director, his responsibilities will include leveraging new product develop- tions and ideas to brands, agencies and other ment and driving innovation initiatives in terms of new markets, customer segments and product OOH media solution providers. categories.

60 afaqs! Reporter, August 16-31, 2011

 POSTERSCOPE INDIA Well Toned Out The digital OOH campaign ‘SMS 2 Unveil’ for Reebok’s toning brand EasyTone, engages and builds interactivity between the brand and consumers at a Delhi mall. By Surina Sayal

uilding on intrigue and curiosity, out-of- home(OOH) agency Posterscope India Brecently launched an interactive digital out -of-home (DOOH) activity, ‘SMS 2 Unveil’ cam- paign, for Reebok’s toning brand EasyTone. The campaign has a 35 ft x 15 ft interactive LED The image of a woman was screen set up at the Select City Walk mall in Saket, New Delhi, which has been linked to an SMS unveiled after the campaign gateway. This allows interactivity via text messages. Initially, the LED screen shows only a woman’s received 42,000 SMSes. face and feet in the Reebok EasyTone shoes. People are invited to text ‘EasyTone’ to 56767. that can have an added impact on consumers. The As texts are received (the number of messages starting point for DOOH to be used correctly is the received are also mentioned on a counter on same as any medium - understanding the consumer.” the screen), the image on the screen is slowly Nayak claims that until now, more than 50,000 unveiled and eventually reveals the woman’s well- messages have been received for the campaign. toned body in a bikini, lying on her stomach. Commenting on the campaign, Vinay Goel, The idea behind the ‘SMS 2 Unveil’ cam- business director, Posterscope India, says, “We, at paign is that a woman can also unveil a great Posterscope and Reebok, did not want to use digital new body by using the Reebok EasyTone gear. as plain media running the commercials; we wanted Interestingly, due to the live feed, as a person to create an engagement platform for consumers.” sends an SMS, he or she can see an immediate Reebok’s expectation from this activity is to change in the image with a part of the picture create a high level of awareness and buzz amongst being revealed, thus increasing the interactive all existing and potential consumers of Reebok capacity of the activity. Once the whole picture EasyTone, with an eventual impact on store walk-ins. is displayed, it disappears and people can once Reebok had launched the ton- again send in text messages to complete the image. ing technology last year with EasyTone. The campaign began two weeks ago and is With the product being well-accept- a 21-day-long promotion. The entire image ed, the company launched apparel for of the woman was unveiled after the cam- women under the same brand, this year. paign received 42,000 SMSes. This was Currently, EasyTone is the fastest growing cate- achieved on Day 12 of the campaign. gory in Reebok and has helped increase the share of The LED screen also shows the 30-sec- women’s business within the company from 15 per ond television commercial of EasyTone, cent to 25 per cent in the last one-and-a-half years. which reinforces the EasyTone ideol- With the response received being favourable, ogy of a ‘Better Body with Every Move’. the company and its OOH agency are also look- Haresh Nayak, managing director, Posterscope ing at exploring more opportunities in upcoming India, says, “DOOH offers a great platform for campaigns, using a blend of digital and OOH. brands keen to try new approaches or ‘media firsts’ Reebok EasyTone [email protected]

DISCOVERY CHANNEL TAMIL eral manager, South Asia, Discovery Networks Asia-Pacific, says, “In case of regional channels, after Hindi, A New Language Tamil Nadu is the biggest market. Therefore, we decided to launch a The new channel will have programming channel specifically for this region.” a few special programmes on Tamil The new channel will boast of a Nadu such as The Lost Temples catering specifically to the Tamil speaking completely new look and will have of India and Thaipusam. The new audience. By Anushree Bhattacharyya a separate advertising inventory as channel will be a paid one and will the network is of the opinion that be available at `16.05 (a-l-a carte) in Discovery Channel Tamil will appeal non-conditional access system (non- he idea of going regional to South India-based advertisers who CAS) areas, at `5.35 in CAS areas and seems to be catching on, with want to reach out to audiences in in case of direct-to-home (DTH), TDiscovery Networks Asia- their region or even pan-India. the channel will be available at `8. It Pacific being the latest player to join In terms of programming, the will be available to 10 million cable the bandwagon. After launching vari- channel will have programmes and satellite households and also in ous language feeds, the network has such as How Do They Do It, Man, DTH homes as the broadcaster is launched Discovery Channel Tamil, Woman, Wild, Monsters inside currently signing deals with DTH a new 24-hour channel. Me, Swamp Brothers and Rising: players. Rahul Johri, senior VP and gen- Johri: looking at a big market Building Ground Zeros, along with [email protected]

62 afaqs! Reporter, August 16-31, 2011

 BPL CHIRAG Lighting up Lives The agency helped promote BPL Techno Vision’s new launch, BPL Chirag, in multiple towns and rural areas in UP with demos, games and dealer interactions. By Surina Sayal

ddressing the problem of millions ordinary battery. The engagement at these of Indians facing electricity issues, touchpoints showcased live action of Char ABPL Techno Vision, the clean energy ghante ka kamal to focus on battery backup, solutions company dedicated to delivering charging duration, affordable price and ease alternative forms of renewable energy, has of use of BPL Chirag. launched BPL Chirag, the emergency A dark room was designed in the shape of rechargeable lantern. an enclosed box to demonstrate the effective- BPL Chirag employs a new ‘Q Tech’ ness of the lantern at night. Various interfaces technology which allows the lantern to be gave customers an opportunity to under- charged in four hours in fluctuating volt- stand and accept the product. Existing retail age and give five hours of light, unlike the outlets were also branded with BPL Chirag 8-12 hours of charging required by other merchandise, and one-on-one interaction rechargeable lanterns in the category. encouraged product demos and trials at retail To promote the same, RC&M was outlets, workspace points and market areas. brought on board and an activation was Priya Monga, business head, RC&M, says, conducted from mid-May till mid-July, “The launch strategy integrated an interac- across multiple districts of Uttar Pradesh tion and engagement model for product (Moradabad, Rampur, Bijnor, Mathura, penetration, recall, visibility and product Agra, Aligarh, Firozabad, Auriya, Gorakhpur, acceptance at both consumer and retail lev- Deoria, Mahrajganj, Sultanpur, Gonda, els.” The target audience for the product is Bharich, Sitapur, Lakhimpur, Lucknow, families in semi-urban areas with children, Kanpur, Kannauj, Siddharth Nagar and where domestic life is hampered by power Hardoi). shortage and frequent power cuts. The objective was to establish BPL Chirag It was found that a majority of the fami- as a preferred lighting solution and promul- lies still resort to unhealthier and inefficient gate the brand proposition of ‘Shorter charge lighting options to overcome this problem. duration and longer backup hours’. The The lack of electricity raised major concerns activation consisted of live demos, door-to- for the future of the children, who found it door demonstrations, dealer interactions and increasingly difficult to focus on their stud- more. ies. K Vijaya Kumar, chief operating officer, A larger-than-life live charging contrap- BPL Techno Vision, says, “It was important tion reinforced this communication with to convey that Chirag is not only helpful for the comparison of Chirag battery with an children who can study and progress in life, but it also helps farmers to work during the night and housewives to do the daily chores which “The launch strat- “It was vital to are hampered because of the absence of light.” egy integrated an convey that Chirag Through the activation, the brand was able to come into direct contact with 30,000 individuals interaction and is not only helpful on a one-on-one basis with demos, engagement engagement model for children but tools, flip charts, the dark room, BPL Chirag at both consumer also for farmers contraption, product touch and feel and product literature. Indirect contact was also made with and retail levels.” and housewives.” approximately 60,000 people by way of mobile PRIYA MONGA K VIJAYA KUMAR branding. [email protected] SUSHIL KUMAR

<<   $   !" bound to attract eyeballs. for the mobile bill paying service. I ness director and national planning Satbir Singh, managing part- am just miffed with the daughter in head, Hakuhodo Percept, the TVC ner and chief creative officer, Euro the commercial. She’s old enough to is strategically undifferentiated as the Heaving a ... RSCG, feels that there’s truth in the pay for her mobile top-up - maybe platform of convenience is funda- proposition. one tight slap could have sorted her mental to mobile banking. BREAKING THE CLUTTER Singh adds, “It’s going to get a out better.” “Maybe the behemoth State Bank hen it comes to the main mes- large number of people to sign up According to Vivek Dutta, busi- of India wanted to keep it basic Wsage, advertising professionals because it thinks that it can afford to are of the view that it’s an old con- be undifferentiated,” remarks Dutta. cept since the whole idea of mobile Ad professionals are of the view that the The dwarf visual in the SBI com- banking is related to comfort in one’s story has been told in an interesting man- mercial is quite interesting but could life, by making tasks easier. have been made more endearing he Only this time, the story has been ner and is bound to attract eyeballs. concludes. told in an interesting manner, and is [email protected]

64 afaqs! Reporter, August 16-31, 2011

 

LENOVO Getting To Experience Reality The electronic equipment maker uses a new technology to push its latest offering, the Thinkpad X1. By Nandana Das

enovo recently launched an breaking activation at the airport.” activity named ‘For those who Rahul Agarwal, executive direc- Ldo,’ to promote its latest offer- tor, commercial business, Lenovo ing, Thinkpad X1 laptop. As part of India says, “Lenovo’s ThinkPad X1 this activity, the company placed is packed with powerful features a 42-inch Liquid Crystal Display and a great design. It comes with (LCD) screens vertically at several an ultra-thin design coupled with kiosks, which were enabled with strong multimedia functionality augmented reality technology. and excellent power management. A halo image of the Thinkpad We tried to explain everything in X1 was created on the screen. the campaign.” Consumers interested in learning more about the product, could use the laptop from a distance of six feet The idea was to just by moving their hand in the air. set a high impact, Portland, the agency that exe- cuted this activity, made use of clutter-free kiosk, 3D depth sensing augmented reality technology. The technology inte- to draw attention of grates 3D objects into live video, the video is digitally processed and the target audience. “augmented” with the 3D compo- According to Sarkar, it was a nents. In other words this digital great challenge for the team at both processing mixes real and virtual ends to create a ‘consumer experi- worlds together, in real time. The ence’ for the first time at Indian idea of the activity was to set a high airports. impact, clutter-free kiosk, to draw The recently concluded month- attention of the target audience in long campaign took place at the a captive environment like the air- Mumbai, Delhi and Bengaluru port and build a preference for the airports. The campaign idea was laptop. conceived by Ogilvy, while Portland, Talking about the brief, Amit the out-of-home (OOH) arm of Sarkar, national director, Kinetic Kinetic India executed the outdoor India, says, “The brief was very activity. The technology was pro- short and crisp. We were asked to vided by Xenium Technologies. evolve an impactful and clutter- Users getting a ‘real experience’ of Lenovo’s new offering [email protected]

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

66 afaqs! Reporter, August 16-31, 2011             

Pleasure yourself with the latest issue. Now, at the news-stands. For a monthly fix, SMS MOT to 57007. For your daily dose, log on to www.bsmotoring.com    

NIRAJ SETH Chief Marketing Officer, Cleartrip

y marketing skills got wings by read- Ming books from world renowned marketing gurus and implementing their learnings in practical situations. Books mean a lot to me. Immense wealth lies in books wherein thankfully gurus, writers and normal people like you and me share their wealth of knowledge and experience for all to benefit. I just finished reading Good to Great by Jim Collins, a powerful and a must read for CEOs and aspiring leaders. It talks about all great companies that had Level 5 leadership at the time of transition. To quote a line from the book: “Level 5 leaders are individuals who blend extreme personal humility with intense professional will. Level 5 leaders channel their ego needs away from themselves and into the larger goal of building a great company.” My favourite author is Edward De Bono and I enjoy creative and lateral thinking as a genre. With regards to books on my ‘Next to read’ list, a friend recently gave me a book called Scientific Advertising by Claude C Hopkins. It has a quote from David Ogilvy on the cover page which reads, “Nobody should be allowed to have anything to do with advertising until he has read this book seven times. It changed the course of my life, it can do the same for yours.” That’s good enough for me to feel excited about this book. My next weekend is booked. As told to Surina Sayal

<<   $   !% ad fraternity. Priti Nair, co-founder, Curry Nation, says, “It’s a different take and could make the brand stand Not Without... out in the crowded space of mobile advertising. The positioning seems texts and make calls, at an economi- very differentiated.” cal price. However, she is a little skeptical The ad has been crafted by about the execution and feels it could Scarecrow Communications Delhi. have been crafted better in terms of Says Raghu Bhat, co-founder and detailing and timing and ends up CCO at the agency, “Loud music is looking slapstick instead. “But, it will important for those in smaller towns, stand out,” she adds. and they also look for dust resistant, FM enabled, tough phones.” There was a question of whether The communication one feature should be highlighted, or all integrated in a capsule. “Young is targeted at SEC people will identify with the greed insight in particular,” says Anindya B, residing in tier 2 Banerjee, ECD, Scarecrow Delhi. Furthermore, in small towns, greed towns, primarily. is frowned upon, which is why Scarecrow is hoping that a brand that KS Chakravarthy, NCD, Draftfcb says the opposite will be seen as witty Ulka, says, “I suspect MVL has and different. missed the bus on this one. ‘The The typical user would include object of desire you just can’t give perhaps a government clerk or stu- up’ is not all that new, and needed a dents in a small town looking for a story that was a little fresher, a little stylish and value for money phone. less of a cliché.” He feels an insight like that also SATISFYING THE GREED? needed a stronger brand, which he film has brought out the already had some style associations. Tpositives and negatives in the [email protected]

68 afaqs! Reporter, August 16-31, 2011

  JOBSWITCH Organization Name: Film Project management activity, leads to business revenues. The Flower revenue generation and supervision person should have team building Position: Manager – Marketing of project completion. 2-3 years of and leadership qualities. At least 5 Manager experience in advertising is desired years of experience is desired Location: Hyderabad Email: [email protected] Email: [email protected] Profile: The candidate should ...... have good experience in Hyderabad Organization Name: Focus Organization Name: Hansa hospitals and health care market and Marketing and communication Cequity advertisements. solutions Position: Group Account Manager Email: Position: Art Director Location: Mumbai filmfl[email protected] Location: Delhi Profile: The candidate will be ...... 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70 afaqs! Reporter, August 16-31, 2011