February 1-15, 2016 Volume 4, Issue 16 `100 22 INTERVIEW Rohit Ohri Looking to revamp FCB Ulka’s creative culture. 4 RAJASTHAN TOURISM As you Like it ARNAB GOSWAMI Marketing the state all over PRESIDENT-NEWS & EDITOR-IN-CHIEF, again. TIMES NOW AND ET NOW Ten 20 Years COLORS Hissing Success Of snakes and urban and LaTer... rural viewership. ASCI More Bans 8 It is exactly a decade since Times Now PUBLICIS GROUPE was launched. What have the years Start-up Focus 8 taught Arnab Goswami? GROUPM Sky High 12 BIG BOSS 16 Open to the Public 18 editorial This fortnight... Volume 4, Issue 16 EDITOR ver a year back, I was given a rather atypical assignment; I went to Yash Raj Sreekant Khandekar OStudios to interview Ranveer Singh. The next day, I felt like a celebrity myself PUBLISHER Prasanna Singh February 1-15, 2016 Volume 4, Issue 16 `100 – Everyone in office wanted to know how it went, what he was like, how he looks ‘in real life’, what he said... EXECUTIVE EDITOR Ashwini Gangal 22 Few days back, my colleague, and author of this Cover Story, went to the INTERVIEW SENIOR LAYOUT ARTIST Rohit Ohri Looking to revamp FCB Ulka’s creative culture. Mumbai office of Times Now to interview Arnab Goswami for this issue of our Vinay Dominic magazine. When she got back to office, the reception she got was at par with the one PRODUCTION EXECUTIVE Andrias Kisku 4 I did. “What was he like?”, “Did he get into a heated argument with you?”, “Did RAJASTHAN TOURISM As you Like it ADVERTISING ENQUIRIES ARNAB GOSWAMI Marketing the state all over PRESIDENT-NEWS & EDITOR-IN-CHIEF, again. he raise his voice?”, “Did he let you complete your questions?” – The folks in office TIMES NOW AND ET NOW Shubham Garg wanted to know everything. 81301 66777 (M); 0120-4077819 (O) Ten Apoorv Kulshrestha 20 Years COLORS Turns out, Arnab is surprisingly cool, calm and composed, off air. In fact, the 9873824700 (M); 0120-4077833 (O) Hissing Success Of snakes and urban and LaTer... rural viewership. Jekyll and Hyde contrast was even more striking because he was in the middle of Noida ASCI More Bans 8 It is exactly a decade since Times Now PUBLICIS GROUPE Pradeep Hegde was launched. What have the years Start-up Focus 8 reporting on a terror attack in a university in Pakistan, when our correspondent met taught Arnab Goswami? GROUPM Sky High 12 (022) 40429702-5 BIG BOSS 16 Open to the Public 18 him. Mumbai Recently, at the office of a professional acquaintance, I saw a slide show about [email protected] the variables that drive the viewership of news channels. An entire slide in that MARKETING OFFICE B-3, First Floor, Sector-4, presentation was about how drastically the viewership of Times Now fell when Noida-201301. Arnab went on leave for a few weeks; there was a detailed bar graph on this, for Tel: (0120) 4077800. crying out loud. MUMBAI 501-502, Makani Center, 5th Floor, Off Linking Road, Bandra (W), Speaking of loud, at Goafest last year, I attended a session in which Arnab spoke Mumbai - 400050 about why sensationalising news is not the worst thing in the world. While that’s all Tel: +91-22-40429 709 - 712 very well, I, personally, have a problem with the tacky ‘fire’ graphics that accompany SUBSCRIPTION ENQUIRIES Akhilesh Singh the words ‘The Burning Issue’ during The Newshour. (0120) 4077837 [email protected] Times Now just turned ten. On the occasion, we bring you an interview with the face of the channel about the decade gone by, and the one that lies ahead. Owned by Banyan Netfaqs Pvt Ltd and Printed and published by Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063. Printed at Cirrus Graphics Private Limited B-61, Sector 67, Ashwini Gangal Noida (U.P.), 201301 [email protected] Cover Photograph Fotocorp CONTENTS 12 EFFIES 2015 Mullen Comes up Trumps The agency sweeps the Effies with six gold medals, followed by Ogily which bagged four golds. 24 BY INVITATION Prabhakar Mundkur 11 6 15 Why brand ambassadors get dumped. POV 14 Titan’s Smartwatch ARRE COCA-COLA EXIDE LIFE INSURANCE Can Titan succeed in a To the New It’s Simple No Quick Fixes business dominated by tech- The digital media brand Now, a fully-integrated The insurance brand launches companies? announces its first sitcom. ‘Taste the Feeling’ campaign. a social media campaign. afaqs! Reporter, February 1-15, 2 0 1 6 3 advertising RAJASTHAN TOURISM As You Like It Ogilvy has created a new logo and a multimedia ad campaign titled ‘Jaane Kya Dikh Jaaye’ for Rajasthan Tourism,which marks the state’s return to tourism marketing after 25 years. By Snehojit Khan he Government of Rajasthan has finally decided to market the state of Rajasthan Tafter an interval of 25 years and has rolled out a multi-year, multi-modal and multi-narrative domestic and international campaign on January 15. Titled ‘Jaane kya dikh jaaye’, the campaign consists of six films, of which five are named after the protagonists who feature as tourists in the be advertised extensively on print, outdoors, radio videos. The sixth film is a stop-motion animation and digital platforms. on sand which reveals the new logo of Rajasthan Vivek Verma, senior vice-president, Ogilvy Tourism. & Mather, Mumbai, says, “We went beyond the The campaign, which has been conceptualised general places to show the lesser-known sides of by team Ogilvy and guided by Piyush Pandey, the state. To some, the state may be peaceful, and executive chairman and creative director, South to others it may be adventurous. We decided to Asia, Ogilvy & Mather, aims to change the way explore every nook and corner of the state. I would the state has always been perceived. The challenge say, come to Rajasthan, “Jaane kya dikh jaaye (you was to attract the youth to a different Rajasthan, a never know what you might discover)!” destination for adventure seekers and explorers. The music created by Amar Mangrulkar “The Rajasthan Tourism campaign is the mainly consists of Rajasthani folk and is used as campaign I have been waiting for the last one the background score. “We decided that there decade. Rajasthan is my home state and I think I was nothing better than local folk music for owe it an impactful and effective campaign. I look this campaign through which the audience will forward to the exciting times ahead,” says Pandey. connect better with the state. It gives a different The first film depicts how Jane finds her feel to the videos,” he says. Rajasthan, when a diversion on NH-76 leads her The films capture some of the best images of to a view of Garadia Mahadev in Kota. The second Rajasthan, be it the authentic Rajasthani culture, video titled Aryasthan shows how Arya finds his places of historical importance, the camels that walk across the desert, or the music, stuff that any tourist would die for. “Rajasthan is my “Rajasthan creates “To work on the Rajasthan Tourism campaign was a challenging experience. Changing perception home state and an immediate isn’t an easy task. After several brainstorming I think I owe recall for sand, rounds, we stumbled upon a very simple idea to it an impactful so we decided to make Rajasthan look different from the eyes of different travellers. It becomes Aryasthan through and effective capitalise on this the eyes of Arya and Meerasthan through the eyes campaign.” factor.” of Meera. The campaign has shaped up well and we are thrilled to be on the team that is bringing PIYUSH PANDEY SURESH ERIYAT FOTOCORP FOTOCORP about this perception change,” say Azazul Haque and Mahesh Gharat, group creative directors, Rajasthan in the middle of the Thar desert. frame was translated digitally to laser cut stencils. Ogilvy & Mather, Mumbai. While the third film shows Binoy visit the These stencils were then worked over by clay to The state government is expected to spend over mysterious deserted village of Kuldhara at night, provide the three-dimensional depth that is seen Rs 100 crore on this campaign over the next few the fourth film features Meera, who finds her in the film and then animated over frame by frame years. Rajasthan amidst colourful hot air balloons in the with sand - the most elementary component Despite some of the best tourist attractions, clear blue sky. The fifth film is set in Kumbalgarh related to Rajasthan. the state’s lack of tourism marketing over the Fort where Huan finds her Rajasthan. Commenting on the campaign, Eriyat, says, last quarter of a century as compared to its The sixth and the last film introduces the “The state of Rajasthan creates an immediate neighbouring states, has resulted in a sharp dip in revamped logo of Rajasthan Tourism. Created by recall for sand, so we decided to capitalise on this the number of international tourists (its share has Eeksaurus studios and directed by Suresh Eriyat, factor. Sand animation calls for a great amount of fallen from 33 per cent of international travellers founder and creative director, Eeksaurus, the video attention to detail, and therefore, every movement to 20 per cent), as well as domestic tourists (the is a stop-motion picture created on sand. and change in surroundings has been looked upon state gets half of Madhya Pradesh’s 63 million With regards to execution, after the entire very delicately.” 50-seconds animation on paper was ready, each The campaign, along with the TVCs, will also continued on page 6 >> 4 afaqs! Reporter, February 1-15, 2016 abpnews.in COMING SOON For any Queries, Please Contact : Sushanta Ray (North) : +91-9810275285 Parul Dawar (West) : +91-9833089699 Gautam Dutta (East & South) : +91-9830032447 India’s No.1 News Network advertising COCA-COLA It’s Simple The fully-integrated ‘Taste the Feeling’ campaign, which will roll out globally throughout 2016, celebrates the experience of drinking an ice-cold Coca-Cola.