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. By News Bureau

Cola, says, “We are reinforcing the brand image that Coca-Cola is for everybody. Coca-Cola is one brand with different variants, all of which share the same values and visual iconography.” According to de Quinto the ‘Taste the Feeling’ campaign will bring to life the idea that drinking a Coca-Cola is a simple pleasure that makes everyday moments more special. “We’ve found over time that the more we position Coca-Cola as an icon, the smaller we become. The bigness of Coca-Cola resides in the fact that it’s a simple pleasure,” he says. The fully integrated ‘Taste the Feeling’ campaign -- which will roll out around the world throughout 2016 -- celebrates the experience of drinking an ice-cold Coca-Cola. An international network of agencies is developing the ‘Taste the Feeling’ promotion. Four agencies, namely, Mercado-McCann, Santo, Sra Rushmore and Oglivy & Mather, produced an oca-Cola has replaced its ‘Open Happiness’ initial round of 10 TV commercials, digital, print, tagline with the new ‘Taste the Feeling’. out-of-home and shopper materials. Six additional CThis marks a major strategic shift in the shops will work upon the creative as the campaign global beverage brand’s marketing strategy as evolves. the company replaces its seven-year old brand Meanwhile, in India, Coca-Cola has used proposition of ‘Open Happiness’. It will now Bollywood celebrities such as Aamir Khan, adopt the ‘one brand’ approach which will extend Aishwarya Rai Bachchan, Alia Bhatt, and Siddharth the equity and appeal of the brand to Coca-Cola Malhotra to reach out to consumers. Light/Diet Coca-Cola, Coca-Cola Zero and Coca- Coca-Cola re-entered the Indian market in Cola Life. 1993, and expanded its portfolio with offerings The company stated that while Coke’s award- including Diet Coke, Thums Up, Fanta, Limca, winning ‘Open Happiness’ campaign leaned Sprite, Maaza, the Minute Maid range of juices, heavily on what the brand stood for over the Georgia and Georgia Gold range of hot and cold tea last seven years, ‘Taste the Feeling’ will feature and coffee options, Kinley and Bonaqua packaged universal story-telling with the product at the drinking water, Kinley Club Soda and BURN. heart to reflect both the functional and emotional The company, along with its bottling partners, aspects of the Coca-Cola experience. claims to have a network of over 2.2 million retail Speaking at the unveiling ceremony in Paris, outlets. Its major competitor is Pepsi. n Marcos de Quinto chief marketing officer, Coca- [email protected]

<< continued from page 4 native. “Tourism marketing has state’s landscape. The second phase in the minds of the audience,” he considerably changed with the began with the heritage hotels says. internet and social media, and and forts. The current phase will Emmanuel Upputuru, founder, As You Like It we look forward to presenting combine assets from both phases chief integration officer, ITSA something from Rajasthan Tourism along with an aggressive marketing Brand Innovations, says, “The domestic tourists). This is not only for this new world,” she says. campaign, a new logo, and an campaign is not extraordinary. The a missed opportunity in terms of The campaign is part of an overall experience calendar that is being concept of showing a place from attracting international tourists, but plan for Rajasthan Tourism’s Phase developed. the eyes of a third person through for economic growth as well. 3. Phase 1, which took off during ads is neither new nor unique. According to Shobha Narayan Independence and carried on until UNCONVENTIONAL, YET With regards to execution, there are (author and journalist and member the early 1980s, focussed on the TRADITIONAL sparks, but in the bigger picture the of the steering committee created hupal Ramnathkar, message is lost in between.” by the state government to Bfounder and managing “The videos showcase how a monitor the campaign’s creation director, Umbrella Design, person sees the state of Rajasthan. and implementation), the feels that this campaign is It does not speak on behalf of the agency’s mandate was to come up better than the previous one. state,” he explains. n with something fresh and digitally “The new logo will last longer [email protected]

6 afaqs! Reporter, February 1-15, 2016

advertising ASCI Another Ban? A look at why Bollywood celebs endorsing pan masala brands is a problem for The Advertising Standards Council of India. By News Bureau

hanks to The Advertising Standards Council of India and pan masala, Bollywood actors TShah Rukh Khan, Sunny Leone, Ajay Devgn, Govinda, Saif Ali Khan and Arbaaz Khan find themselves in the same boat. They all endorse pan masala brands across mass media channels. The Advertising Standards Council of India (ASCI), a self-regulatory body that propagates responsible advertising, has announced in its official communique, that it will look into pan masala advertisements featuring celebrities as they have been found to be in violation of ASCI’s code of self-regulation in advertising content. Bollywood actors Shah Rukh Khan, Sunny Leone, Ajay Devgn, Saif Ali Khan, Arbaaz Khan and Govinda have been issued letters by the health department of the Delhi Government requesting them to stop endorsing pan masala brands. Devgn endorses Vimal Pan Masala, Shah Rukh Khan appears in ads for Pan Vilas Pan Masala, and Leone, Saif Ali Khan and Govinda endorse by itself, the areca nuts which are carcinogenic advertising by law, the ASCI code does not permit Mehak Kesar Shilajit pan masala, Pan Bahar Pan (cancer-causing) in nature and can be likened to the use of celebrities in advertisements of products Masala and Pan-e-Shahi Pan Masala, respectively. caffeine, tobacco and alcohol for their addictive which by law require health warning on their Arbaaz Khan is the brand ambassador for Paras properties, render it harmful in the long run. packaging or those that cannot be purchased or Pan Masala. The letter requests all the above-mentioned used by minors.” Pan masala may not be considered harmful celebrities to withdraw themselves from the According to Purandare, complaints against endorsement of any pan masala brands since actors such advertisements have been received by ASCI are often role models for youngsters, especially and are being looked into. “ASCI will approach the “The ASCI code minors under the age of 18, who are easily concerned advertisers to take necessary corrective influenced. action post the decision taken in this regard by our doesn’t permit The letter has also asked the actors to support Consumer Complaints Council,” she says. using celebrities the government’s anti-tobacco campaign, and help As per the Food Safety and Standards Authority for products which prevent oral cancer. of India (FSSAI) rules, statutory warnings like Commenting on the announcement, Shweta ‘Chewing of pan masala is injurious to health’ by law require Purandare, secretary general, ASCI, says, “At this and ‘Chewing of supari is injurious to health’ are health warning.” juncture, we would like to educate the consumers mandatory to be printed on the product packaging, and the advertisers that while products like pan as well as on advertisements. n SHWETA PURANDARE masala and supari are not banned for sale or from [email protected] FOTOCORP

PUBLICIS GROUPE platform (www.publicis90.com) can be submitted up to February 28, 2016. Start-up Focus The Publicis90 platform will first select projects on a region-wise basis The Group has taken a new approach to usher in from countries which include the US, Asia-Pacific, Europe, West Asia its 90th anniversary. By News Bureau and Africa, where the first round of votes will be open to all Publicis s part of its 90th anniversary support to entrepreneurs in order to Groupe employees (all projects celebrations, the Publicis help them set up their projects as submitted remain anonymous). A AGroupe, which was founded well as guide them in their journey regional jury will draw up a shortlist by Marcel Bleustein-Blanchet in to the next level. Anyone who wishes of the projects selected from the list 1926, has launched Publicis90, a to be an entrepreneur, whether it of pre-selected projects prior to the platform which will mentor, support is a student, a start-up, or even an Publicis90 will final selection, which will be made and fund 90 digital start-ups. employee of the Publicis Groupe mentor and fund 90 by a global jury which will choose The aim behind launching such a may avail the benefits of the platform. platform is to offer the much-needed Entries through the Publicis90 digital start-ups. continued on page 15 >>

8 afaqs! Reporter, February 1-15, 2016 Give your brand the edge it deserves

Amar Ujala Grows by 28% Source : 24.90 lac copies (JJ 2015) over 19.53 lac copies (JJ 2014) Audit Bureau of Circulation presents campaigntrail New campaigns across television, print, out-of-home and digital media. VIDEOS

GODREJ NATURE’S BASKET MAHINDRA FIRST CHOICE JEEVANSATHI.COM Godrej Nature’s Basket, the retail venture from Godrej SERVICES Jeevansathi.com, a matrimonial website, has rolled out a Group, has launched a TVC #WorldFoodApp, to promote In its first TVC titled, ‘Free ke baad First Choice’, Mahindra TVC, ‘Be Found by your soulmate’. Based on the premise its mobile application, which makes product shopping First Choice Services, a chain of multi-brand car service – ‘The one you are perfect for, is waiting for you to log easier. workshops, talks about how the brand offers honest advice on’, it is in contrast to the idea of looking for a match on a and service to car owners beyond the free ones. matrimonial portal.

Creative Agency: Supari Studios Creative Agency: The Lonely Cloud Consulting Company Creative Agency: J. Walter Thompson

AMAZON.IN FLIPKART.COM MEDIMIX The global e-commerce giant has rolled out a video With four videos depicting people from all corners of India, The ‘Nothing better than natural’ campaign from Medimix titled #RealAmazonStories which shows how the online Flipkart’s digital campaign #EveryoneOnFlipkart aims to highlights the benefits of using the brand’s Natural marketplace helps a family set up a home in Guwahati motivate people to shop online through the e-commerce Glycerine soap. where it faces the language barrier. The film informs portal. customers about Amazon’s delivery service.

Creative Agency: Dentsu Webchutney Creative Agency: Metal Communications PRINT MICROMAX HIDESIGN FORTUNE CANVAS 5 Hidesign’s print BASMATI The print ad, ‘Slow is in the RICE creative for the details’ highlights the brass buckles Adani Wilmar has smartphone brand come up with a titled, ‘The All- used in its products. The creative print ad, ‘Nurtured Powerful Canvas over three perfect 5’ showcases the features a brown satchel set against seasons’ for its smartphone from range of basmati three different the backdrop of a lazy beach. rice featuring film angles and lists out actor Kajol. The its various features ad tells about the such as Octacore different variants processor and 3 of the basmati rice GB DDR RAM. available.

Creative Agency: Triton Communications

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

10 afaqs! Reporter, February 1-15, 2 0 1 6 media

ARRÉ rré, the digital media brand from UDigital, co-founded by Ronnie Screwvala, B ASaikumar and Ajay Chacko, has announced the launch of its first sitcom I Don’t Watch TV. The series is a wild comedy on the ever-evolving Indian TV Industry, its idiosyncrasies and its colourful To the New inhabitants. The comedy series will be launched across Arré’s digital It’s also a tongue-in-cheek commentary on India’s decadent celebrity culture and its obsession platforms and YouTube. By News Bureau with Bollywood. The show is produced by television personality Nakuul Mehta. Mehta will play himself in the series. The series features actors Drashti Dhami, Karan Patel, Rithvik Dhanjani, Kritika Kamra and Karan Wahi. It will also have a humorous cameo by film critic Rajeev Masand. Mehta’s close friend Alekh Sanghal plays his best pal in this series which features Ram Menon, and is directed by Ajay Singh. Saikumar, founder and MD, Arré says, “I Don’t Watch TV is perhaps the ideal sitcom with which to launch our video slate. We don’t believe in doing the straight and narrow and after Ho Ja Re-gender, a social experiment on gender issues, we now present IDWT which is a fictionalised, irreverant, yet realistic look at the idiosyncracies of the daily soap industry. ” Speaking about the new series, Mehta says, “We found a great synergy with the folks at Arré and their backing of disruptive ideas makes them a perfect platform. n [email protected] ADVT.

afaqs! Reporter, February 1-15, 2016 11 advertising EFFIES 2015 Time to Shine Mullen Lowe Lintas swept the Effies with 6 Gold awards. Ogilvy finished second with 4 Gold awards. By Suraj Ramnath ullen Lowe Lintas category). reclaimed the top spot BBDO went on to win 2 Gold M at the Effies by beating awards for the ‘Ariel - Share The O&M to become the Agency of Load’ campaign for Ariel Matic the Year. The agency finished (Consumer Products - Others & with 6 Gold awards. The Golds Integrated Advertising Campaign are for its ‘Brave N Beautiful’ category). campaign for Dabur Vatika and McCann Erickson too won ‘Delay Marriage’ campaign for Fair 2 Gold awards for the ‘U Quit & Lovely (Consumer Products - Something I Quit Something’ Cosmetics and toiletries, personal campaign for Nicotex and ‘Making Joseph George, Fali Vakeel & Arun Iyer collect hygiene Category), ‘Drinks & their Agency of the Year Award Memories’ campaign for Paperboat (Consumer products - Beverages Women’s Heart Visible’ campaign for & drinks and David v/s Goliath Saffola (Experiential Marketing/ category), ‘Go Solo’campaign Brand Experience). for Hotstar (Services - Media Contract Advertising won a Gold & Entertainment category) and award for its ‘Take The Right Call’ ‘From Packaged Good to Packaging campaign for Truecaller (Services Good’ campaign for Tata Tea (Best - Telecom and related products On-going campaign). category) Ogilvy followed with 4 Gold This year, the Ad Club of awards. The award winning entries Bombay received 603 entries from are ‘End Acid Sale’ campaign for 57 agencies Make Love Not Scars (Direct The Grand Effie Award went to Marketing and Effie for Good Mullen Lowe Lintas for its Drinks category), ‘A for Anthem’ for The & Memories campaign for Hector Akanksha Foundation (Effie for Beverages’ Paperboat. Hindustan Good category) and “Winning Unilever won the Client of the Back Lost Love” for Titan Raga HUL wins Client of the Year Award Year Award. n (Integrated Advertising Campaign [email protected]

GROUPM markets where all traditional media platforms will show positive growth. In 2016, the FMCG segment is expected to emerge as the most Sky High dominant sector, with a 28 per cent share of the total AdEx. Despite facing In 2016, India’s advertising investment will touch “volume pressure,” as the team puts `57,486 crore, predicts GroupM, in its annual it, the sector is expected to continue its investment in advertising, “aided AdEx futures report. By Suraj Ramnath by the softening of commodity prices.” roupM has released its In 2015 the advertising Another big contributor will be the bi-annual advertising expenditure (AdEx) in India stood auto sector on the back of multiple Gexpenditure futures report at `49,758 crore, which was 14.2 per launches across both four-wheelers This Year Next Year (TYNY), cent over the AdEx during 2014. and two-wheelers segments. forecasting India’s advertising According to the latest report, Discussing the report, CVL investment to reach an estimated India is the fastest growing ad market Srinivas, CEO, GroupM, South Asia, `57,486 crore in 2016. This among all major markets of the says, “We are seeing high growth represents a growth of 15.5 per cent world. In terms of growth in ad on digital versus last year; advertiser for the calendar year 2016 over the spends, 2015 was the best year for SUSHIL KUMAR confidence is building up on mobile corresponding period in 2015. India, in the last five years. as a platform. TV continues to Categories expected to pump in Events like the T20 World Cup, “Advertiser confidence is show healthy growth. Newspapers money on media this year include IPL and state assembly elections will building up on mobile as will have a better year compared FMCG (28 per cent), auto (8.2 per give a further impetus to ad spends in to 2015 because there are quite cent), e-commerce (8.1 per cent), 2016, predicts the team. While digital a platform.” a few categories which would be retail (7.6 per cent) and telecom (6 will remain the fastest growing CVL SRINIVAS advertising heavily in newspapers.” n per cent), in that order. platform, India is one of the few large [email protected]

12 afaqs! Reporter, February 1-15, 2016

pointsofview Titan Launches A Smartwatch. Will It Fly? The legacy watchmaker enters a niche category of smartwatches with Juxt, priced at `15,995. Can a traditional watch marketer succeed in a business dominated by tech-companies? By Saumya Tewari raManujaM SridHar niMiSH duBey HariSH Bijoor Sandeep Budki ManiSHa Sood CEO, Contributing Editor, Brand Expert and CEO, Managing Editor, Country General manager, Brand-Comm TechPP Harish Bijooor Consults Inc The Mobile Indian Fitbit Inc SUSHIL KUMAR TITAN IS A MARKET I’M NOT SURE EVERY ASPECT THE TRACTION THE LAUNCH OF LEADER BY FAR IF TITAN CAN OF THE DIGITAL FOR THE SMART- TITAN JUXT IS A AND THE ONLY SUCCEED IN WORLD IS GOING WATCH SEGMENT WELCOME MOVE. PROFITABLE THIS CATEGORY TO IMPACT IS COMING FROM IT SHOWS THAT WATCH COMPANY, BECAUSE A CONSUMERS IN A THE YOUTH FOR FITBIT IS IN THE BUT TODAY, THE SMARTWATCH IS A BIG WAY. TITAN WHOM IT IS MORE RIGHT DIRECTION MARKET HAS GEEK AND NOT A HAS TO GRADUATE USEFUL AS A AND WE HAVE THE changed immensely ever mainstream product. from analog to digital, health monitor, and first mover advantage since its launch in 1987. Owing to the fact that and now to smart. at the same time a worldwide. We Titan is no longer an smartwatches have so The next move could notification device. Most understand the psyche aspirational watch for the far been associated with be the IoT (Internet tech-wearables are in of the consumer young upwardly mobile smartphones, the consumer of Things) watch. To the health space and are well. India is a nation consumer. Many young tendency is to trust a brand my mind, it is a good priced between Rs 2,000 with high incidence people today are not that deals in such products. and Rs 7,000. Titan is a move. The best part of diabetes and heart even wearing watches. Hence, a Sony, Samsung or traditional brand, hence, is it doesn’t look like a problems. A typical This launch is an attempt Motorola have an instant it may generate goodwill by Titan to stay relevant recall value when it comes typical smartwatch. Titan from older consumers. Its Indian consumer and contemporary. It has to smartwatches. Titan’s has managed a good TG may be a father of an doesn’t like to go to a refrained from launching foray in this segment has to combination between 18-year old who has been gym and therefore a a gadget-looking watch be welcomed because with traditional cosmetics and using the brand’s watches. fitness band is an apt because that would more players the pricing in modern connectivity. From the technology choice for him/her. mean less opportunity the segment will become The product will appeal perspective, other players After the Fitbit launch, considering Titan is not competitive and product, to an eclectic mix of in the smartwatch segment we have seen several a technology company. mainstream. But the going consumers. In an era have made significant players entering the The primary TG for Juxt will be tough for Titan when a Fitbit costs investment which will tech-wearable space would be consumers because currently, I do not Rs 6,000, and where be difficult to match. I, in India. This just between 25 to 35 years, see any killer advantage an iPhone 6 costs Rs therefore, feel that the pushes the category to and the secondary TG, that it is offering vis-a-vis 60,000, to keep its price Titan smartwatch will grow further. It leads 35 to 44. I think , Titan other players. appeal to someone who within that range is a fair to increased consumer is positioning Juxt as a falls in the age group of gamble. Titan has played awareness. watch which has smart 35-45 years, and who has features, but is stylish. it properly in terms of been a brand loyalist. pricing.

14 afaqs! Reporter, February 1-15, 2 0 1 6 digital

EXIDE LIFE INSURANCE << continued from page 8 Start-up Focus the 90 most promising start-ups. No Quick Fixes The selected projects will be The life insurance company has launched the #NoMoreShortCuts mentored by Publicis Groupe experts from the marketing, communications, campaign across social media. By News Bureau management and technology divisions. These projects will receive funding that will be an investment within the range of 10,000-5,00,000 Euros for projects which are about to be launched and for start-ups that are already scaling up, respectively. Moreover, the selected projects submitted by Publicis Groupe employees will stand to benefit from a special internal incubation scheme. Besides this, those whose projects get selected will get a chance to be invited for participation to Viva Technology Paris which claims to be the first forum Projects will receive

t is easy to take shortcuts and we are perhaps often with its customers over a 30-day period through funding in the range of tempted to take a few whether it is to beat the the campaign, which has been executed by Autumn 10,000-5,00,000 Euros. Itraffic, solve a problem or to simply get things Worldwide. done faster. Taking a cue from this behavioural Speaking about the campaign, Mohit Goel, director, insight, Exide Life Insurance has launched a new marketing, Exide Life Insurance, says, “Through this in France to bring together people who campaign whose theme centres upon ‘jugaad’, a execution, we want our customers to know that while matter most in digital. Hindi colloquial term for shortcut. The objective of shortcuts work sometimes, they aren’t always the best The Viva Technology Paris event will the campaign is to educate consumers that not every solution. And, for a long and happy life, you need to be held at the Paris Expo Exhibition problem in life can be solved through ‘jugaad’ and have the foresight for long-term planning. This is Centre at Porte de Versailles, during advocates the need for better financial planning. truly specific for financial planning because there are June 30-July 2, 2016. The 90 selected Titled #NoMoreShortCuts, the video campaign no shortcuts to making money.” projects will be honoured at an awards features a male protagonist called Jugaadulal who Interestingly, this campaign follows another one ceremony held during the event. uses numerous tricks and shortcuts to solve problems recently executed by Ogilvy and Mather for Sulekha Maurice Lévy, chairman and CEO, in his day-to-day life. The humourous tale takes app and has the same theme of urging consumers to Publicis Groupe, says, “Publicis90 is the audience through Jugaadulal’s experience of go #AntiJugaad. in line with the philosophy of Publicis using shortcuts, the Both campaigns not just have similar themes, Groupe and its founder, Marcel failures he encounters but also feature two similar sequences - cooling two Bleustein-Blanchet. The idea is to help as a result of it and rooms simultaneously using a trouser, and putting young entrepreneurs achieve their goals, his final realisation an additional seat on a scooter to accommodate more not just through investment, but also that shortcuts aren’t people. by putting Groupe’s resources at their the best solution and Head-quartered in Bengaluru, Exide Life Insurance disposal for a year. Rather than look cannot win over long- commenced operations in 2001. The company claims back and pat ourselves on the back for term planning. to serve over 10 lakh customers across India. It 90 years of history, we have taken the Exide plans to distributes its products through various channels forward-looking approach of extending a generate engagements such as agency, alliances and direct channels. n helping hand to young entrepreneurs.”n and conversations [email protected] [email protected]

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afaqs! Reporter, February 1-15, 2016 15 ARNAB GOSWAMI FOTOCORP PRESIDENT-NEWS & EDITOR-IN-CHIEF, TIMES NOW AND ET NOW It’s all about conviction Arnab Goswami talks about the Times Now decade, its style of news and relevance.

INTERVIEW By Shweta Mulki

ost Indian households It’s been 10 years of Times involved in the logistics of setting Rohith, the Andhra student who know him as ‘Arnab’. Now, and we have Arnab Goswami, up. But I was constantly search- recently committed suicide. MGuests are known to President-News & Editor-in-Chief, ing for stories that would have an We are putting the person, the return on Newshour, his prime- Times Now and ET Now, sharing impact, and ‘Prince’ was one such. citizen, on top. Just recently on the time show, even after being yelled insights, his learning and views on Those were the pre-Twitter days occasion of the 26th anniversary of at incessantly. news. Edited Excerpts: and impact was felt in terms of how the exodus of the Kashmiri pandits, Aggressive on air, he is known to many people were calling you. In we put out a video of Anupam Kher be calm and affable off it, especial- In your launch year (2006), the a newsroom, which felt it had low talking about what happened then - ly to journalists interviewing him. story of the little boy, Prince, ratings, and a channel, which had some people termed it extreme, but His ‘brand of journalism’ may have falling into a borewell got you collapsed when it was launched, this it was about speaking the truth. been questioned time and again, the ratings, and this perhaps was validation for us. The viewer yet Newshour remains the most influenced your programming responds to impactful stories and Can the channel depend on one watched news show in the country. vision. You said it needed the there is no complicated science to it. man? If Arnab goes on leave, rat- On the question of the channel kind of sensationalist approach My peers in television and print ings are said to dip - doesn’t that being dependent on one man, he you took. How has your view criticised me then and called that bother you? says his show is a consequence of changed for the news business story ‘sensationalist’. The big les- It doesn’t. You can’t deliberately what they do the entire day, and that and the success within it? son for me was that it was all about make fewer people watch you. We it’s about an overall editorial phi- I was very raw when I started conviction. You will see the same need to balance it out. Also, are losophy guiding the channel, more this channel. I hadn’t got the pro- spirit in our stories today. There’s a any of the other channels stronger? than the person. gramming mix right and was more common thread between Prince and They have single digit viewership

16 afaqs! Reporter, February 1-15, 2 0 1 6 coverstory

between 9 and 11 pm. We have over has done. the amount of original content on that you want to watch. I’m watching 70 per cent of the viewership. Will In fact, print has followed televi- digital news is negligible. Three, OTT platforms with a lot of interest our channel become stronger if we sion in terms of what high impact high impact coverage on digital - it’s working for non-news channels, have only 10 or 20 per cent viewer- news has done. news platforms has not happened. and it could work on news too, pro- ship? Indian viewership cycles show Four, people want to ‘watch’ on vided you have compelling content. that there is a predominance of What about audience perception digital, not just read. The quality of For sometime though, the revenue walk-ins at prime time, heading into of news? Hasn’t that changed? audio-visual content on many new will be tilted towards television. super prime time. It is also true of The viewership we have is platforms here is amateurish, to say GECs where there is a spike post because of trust and credibility. The the least. Also, in India, people are In a utopian world, if you did 7 pm. Indian viewers generally are day it goes away, you can do a show not consuming as much news on not have to be driven by ratings, tuned in more towards evening, about it, rationalise about what you digital as they should. what would you change? while American viewers are tuned did wrong, but the viewer out there In the future, digital in India will Nothing at all. Am I doing any- in, in the morning. Newshour has knows. Yes, there are channels that be driven by audio-video. Right now, thing on my channel for ratings? done well for 8 years in that slot - have lost that trust because of cer- these enterprises pick news from Even if there were no ratings I there’s no plan or strategy here. tain events, or because of what hap- everywhere, add a catchy headline would not make our channel boring. pened to individuals within them. and put it up on 10 different plat- I would not stop questioning politi- The news business is reviled in Channels whose credibility has forms. If Arnab does a show that gets cians. I would not please interview- social media and the concept been affected once, never get it talked about they do an article on it, ees by asking them silly questions. I of ‘breaking news’ is trivialised back. Journalists whose ethics are thus cannibalising news. There is would not have a much older team even in popular cinema. Does it questioned, never get their cred- too much focus on the vehicle, and sitting in Lutyens Delhi deliver- upset you? ibility back. I’m positive about this too little on the message. But I’m ing news in a 1990s format - right? Right now as we are speak- industry. People believe in the news hopeful that in the next 5-6 years, (smiles) So, I wouldn’t change any- ing there’s a siege in a Pakistan they watch, they like the formats the errors will be washed away, and thing. Ratings are not about excel University. That’s breaking news. in which it is presented, and this is a new vision will come in for digital, sheets, they follow conviction. What happened in Pathankot, a great time to be doing television that will encompass and be built Rohith’s suicide and the political news. upon the power of television. Times Now’s foray into the UK - debate that followed it was breaking what’s your programming strat- news. We do serious news as break- People are turning to news on As the screen gets smaller, ad egy there? ing news. I am not driven by social phones. Won’t online do to tele- revenue per viewer plummets. The Indian channels which you media. It’s a useful tool sometimes, vision news what television news As long as TV profits subsidise receive there are the Doordarshans but you can’t take opinions passed did to the newspaper business online expense, it is fine. But of private news channels. We have on it with a sense of finality. In our years ago - forced them to move where do you see the TV news a more argumentative style of business if you ask a tough question from bare news to analysis? If business five years from now, questioning different from UK or to a Congress person, you are on online brings in the immedia- after 4G especially? American formats, and our language the rolls of the BJP and vice versa. cy proposition, where does that If you like watching something, sensibilities and nuances are also We’ve questioned every political leave television? you’ll find your way to watch it - different. I want to take our kind of FOTOCORP party. Digital will be dependent on tel- cable or Netflix. The challenge is to television outside of India. So, trivialisation is also a stereo- evision. Why? One, digital ventures create formats that will pull people Also, we are sometimes far type. I think there has been a return that are based on news aggrega- towards it. 4G, 5G, 6G doesn’t mat- quicker than international channels. of news on all channels including tion alone cannot succeed. Two, ter. I have to create a programme During the Paris attacks, my guy at Hindi. We haven’t got viewership Brussels was there before CNN. by trivialising news, and others have My dream is to make the world also realised that you don’t need to watch global news through a neutral spend 50 per cent of your time on Indian lens. And we should be able crime and Bollywood to get ratings. to do this by 2020. Today, I can confidently tell you that news is 10 times more rel- It’s been 10 years of your chan- evant now than it was seven years nel. Where do you see the trends back. People were beginning to lose and challenges forming? faith in the sansani format of news The first year was a tough time, then. What have we (Times Now) but second year onwards we’ve been done since? We broke big scams, bullish about news, and people have our election coverage competes with been bullish about us. We are No 1. international channels, and we have The gap earlier was 5-10 per cent, a prime time show watched by mil- now it’s 25 per cent and there is no lions. clear No 2. We are bringing back confi- We have a clear leadership - hard dence in the news industry as a won, hard fought and hard defend- whole. Times Now trends nation- ed. The challenge is to keep defend- ally almost every night and globally, I’m positive about this ing that. Another challenge for me many times more than the BBC. is to marry the success of television industry. People believe with digital. I’ve also become obses- But is the respectability and sive about smaller changes that I can credibility the same as, say, 15 in the news they watch, keep making. years ago? they like the formats in For the next decade, television Yes, and those who say it isn’t, will continue to climb, and digital are cynics. In my business there are which it is presented, will continue to grow. I would put a lot of them. Why should we waste my bets on digital-led television time on them? Do they have the and this is a great time and television-led digital, but digital ability to break a ‘Lalitgate’ today? without TV will not work. Those One thing is to be cynical, the other to be doing TV news. who are trying to do the latter, good

is to be rational about what news FOTOCORP luck to them.

afaqs! Reporter, February 1-15, 2 0 1 6 17 coverstory

How much do you focus on inno- viewership. We have 12 advertisers ple are watching you in outer Mostly international, as I’ve vations to make the news process on Newshour, and the number is Ghaziabad than in Delhi. So we’d interviewed all the Indian guys. more effective and quick? only growing. We have rates over keep doing the same, but yes, we Vladimir Putin comes to top of My focus is not on innovations `35,000 and these are only the mast do use a bit of Hindi and regional mind. He’s the terror of the West and logistics. People think they can head sponsors I’m talking about. So languages in our news. None of right now. I think he’s an emerging spend their way into news. Seven we are grateful. us expected rural to be a lift-off force and it would be interesting to years ago, a channel launched say- point. read his mind. ing they were the first HDTV-ready Rural ratings have shown sup- channel in India, thinking they port to English news, but even The four-window format of There are viewers who can be could impress viewers. It made no so, are you doing anything spe- discussion has been adopted by put off by all the yelling, and difference and never got ratings. cific to make programming many other channels. What’s high-volume debates can lose Those who understand news can, more rural-friendly? next? their way. Does your viewer and without spending money, make come to you for information or it look like a million bucks. entertainment? Almost all of the technology that I’m abreast with technology. However, Viewers always come back and we used for our election cover- money can’t make you win the watch. Our most heated debates age - which broke records in 2014 were during ‘Lalitgate’. Do you - was either borrowed or hired. television news game expect four different political lead- There were other channels with ers to come together and say nice large rooms and offices, scalability, The night before the BARC I’m going to do something in the things - that would be fake! buses with transparent roofs and ratings came, I was very nerv- next one year, which will change the Look at it this from a top-down drones for coverage. I have a great ous, and I had a sleepless night. I game in a much bigger way. 2016 approach. Netas today are scared team and I’m abreast with technol- thought we were going to be gob- will be the year of big change. I’m to take the citizen for granted, ogy, but money can’t make you win smacked. If you have 60-70 per not here to participate in the game, that’s enough for me. There’s a the TV news game. cent share in urban and no share I’m here to help my team become sense of accountability that some- in rural - or some other chan- game changers. where on a television show you As a genre, analysts are still very nel has more share in rural - that will be made answerable. If you sceptical about the news busi- would be worrisome. However, You’ve said earlier that you’ve were to lose this platform, would ness being a lucrative one. When we were delighted that our share wanted to have a longer inter- we be better off? n will that change? in rural was more than the urban view with Sonia Gandhi. Who Investors or advertisers look at share. It’s crazy that more peo- else is on your wish list? [email protected]

BIGG BOSS Open to the Public Colors’ reality show which had celebrity contestants for nine consecutive seasons, will now scout for contestants among the public. By News Bureau

he Hindi entertainment channel Colors has announced that the 10th season of TBigg Boss, its reality show, will open its gates to the public as contestants. For nine seasons in a row, Bigg Boss has housed a host of known faces - some popular ones, some lesser- known. While most contestants have been Indian, there have been some international ones as well. But now, for the first time, Colors will scout for Bigg Boss contestants among the general public for the show that involves participants to stay in confinement for over 100 days with a group of ‘housemates’. Raj Nayak, CEO, Colors, says, “You could As the channel gears up for casting, it has be a doctor, engineer, lawyer, teacher, preacher, “You could be a already called for interested participants to banker, entrepreneur, home-maker, taxi-driver, doctor, engineer, upload their three-minute videos on the channel coolie - from any domain, any socio-economic website. Entries will be accepted until May background, with any kind of calibre...if you lawyer, teacher, 31, followed by the audition. The shortlisting think you are an entertainer, then this is the break preacher, banker, process will start thereafter. that you have been looking for.” He adds, “Every home-maker, The channel also plans a big-scale promotion year we receive thousands of emails, SMS-texts, to induce the masses to participate in the show. enquiring about ways to enter the show. Finally, coolie...” The 360-degree campaign will include on-air the day has arrived. I hope fans and avid viewers RAJ NAYAK promos, radio promotions and outdoor. n will make full use of this opening.” [email protected]

18 afaqs! Reporter, February 1-15, 2 0 1 6 MY FM RADIO A GAME CHANGER

IntervIew MANISH BHATT FOUNDER DIRECTOR, SCARECROW COMMUNICATIONS LTD.

Tell us about your favourite campaign? What mediums were used to execute it? It has to be a campaign that we recently did for a not so regular brand called Varuna Pumps.They wanted to do an ATL campaign for the first time, to increase their brand awareness. Pumps are high utility but low involvement products & the decision makers install pumps without thinking too much about the brand. So, as this brand had a diversified audience and a moderate budget, we decided that we should do this campaign using Radio as it is a theatrical medium and it would offer us an opportunity to form an emotional connect with the listeners. In addition, radio spots can reach out to listeners from rural to tier one, two cities to metros & media-dark regions.

Though you are an art guy at heart, how do you analyse the success of a Radio Campaign? I think there are quiet a few ways in which one can utilise Radio, the be leveraged primarily in three anyone with a restricted budget, radio would be the conventional way though is using different ways. One is using Radio obvious choice over other mediums as after TV it is the medium to create a theatrical as a theatrical medium where the only medium through which a brand can form effect. For example, if the radio Radio as platform one can create the desired effect an emotional connect with their target audiences. script opens in a Colosseum, you has always been the by using a dramatized, purely Secondly, radio has a capability to create a musical don’t have to go there and shoot, acoustic performances. Second property for a brand which is catching on again and you can still create the same nation’s local medium would be, using radio as a reviving. environment with the help of an for entertainment, narrative medium where someone audio. Whereas with TV, if the like a ‘sutradhar’ recounts the How does your approach change when film opens in Colosseum, you will and it allows to grow events and narrates the brand creating advertisements for Radio in a have to go there so that you are nation’s local brands ideology to the listeners. Thirdly, particular campaign? able to commit to the visuals. So one can use Radio as a music We believe that Radio is a powerful medium, which this in my opinion is the beauty of all the time. medium, where you convert your can be utilised to create a high EQ (emotional Radio as a medium besides being brand campaign into a musical quotient) but its potential is still untapped, not many a low investment production. In property. In my opinion, this is brands have worked on it. So, when we create a addition, every viewer/listener the most impactful way of all radio campaign for a particular brand, we ensure likes to believe that they have the for optimising a brand’s ROI on that we take the best of the talent from theatre and acumen to choose wisely and make smart buying Radio as it works on the subconscious mind of the music industry. If we are to produce a particular decisions. Radio as a medium helps advertisers to listeners. So a brand can actually get into the minds tune, we create it using live instruments, we pay a give the much needed ego-boost to their TG as it of the listeners without giving any logical argument. lot of attention to the details. Scope-wise a lot can evokes people’s imagination. Further, if the brand wishes to connect locally, be done with radio and we try and experiment with thanks to the FM format, marketers can reach out to our campaigns by using new talent, mix medium According to you, how important is a the region specific TG and establish a local connect. productions etc. We try and extract the most out of good script in making a radio campaign Even national brands have to choose Radio over it & I wish other agencies and brands should try and successful? other mediums because it is interactive, engaging utilise this medium to its fullest. I think it’s the backbone of a campaign. Print and and even gives voice to their listener’s opinion. TV have visual support, which help the campaigns How do you see the growth of Radio to create a rub off effect. For Radio, a good script Its effectiveness and ability to reach industry in India? plays the trick. Also, radio as a medium gives a lot of out to the masses in tier II and III In my opinion, Radio as platform has always been scope to the script as one does not have to commit cities have always attracted marketers the nation’s local medium for entertainment, and to the visuals. towards it. Any other benefits that it allows to grow nation’s local brands all the time. marketers targeting these areas can Also, once the brands are done with their macro How can a marketer leverage radio as look at leveraging through radio level marketing, the next logical step is always to a medium to reach out to his target advertising? reach out and forge an emotional connect with your market? The cost of producing a Radio campaign Vs a TVC is local consumer and Radio is the most viable medium, As I said earlier, that Radio as a platform can huge, Radio is a low cost production media. So for when it comes emotional communication. l media NAAGIN the first time, released rural-inclusive viewership data, with the rural segments comprising 30 per cent of its total 22,000 metres. Recently, there’s been a slew of new shows with supernatural plots and ‘snake’ themes. Post Naagin’s success, are we looking at a trend that’s here to stay? Nayak says, “The success of Naagin may spiral other shows in similar space. I think our programming team has broken that myth about weekend shows not working. Abroad, you have shows such as Vampire Diaries and Werewolf. Naagin is an Indian version of that in similar space.” Zee Network’s &TV recently launched a snake-themed show ‘Adhuri Kahaani Hamari’, while Zee TV’s ‘Neeli Chatri Waale’ also had a ‘nagin’ track. Naaginn - Waadon Ki Agniparikshaa, a Zee TV soap Hissing Success in 2007, and Colors’ show Sasural What does the success of Colors’ reptilian saga tell PERFORMANCE OF NAAGIN IN THE PAST 9 WEEKS us about urban and rural viewership tastes? PERIOD IMPRESSIONS (000) RANK Week 3, 2016- January 16-22 17199 1 By Shweta Mulki Week 2, 2016- January 9-15 18125 1 Week 1, 2016: January 2-8 19824 1 he mere mention of the word A clean weekend slot with no strong Week 52: Dec 26, 2015 – Jan 1, 2016 19847 1 Naagin conjures the image competition has also helped.” Week 51 2016: December 19-25 18549 1 of actress Sridevi swaying to After the Anil Kapoor-led show T Week 50 2016: December 12-18 18525 1 the tune of the popular song ‘Main ‘24’, ‘Naagin’ is Colors’ second Week 49 2016: December 5 – 11 17819 1 Naagin Tu Sapera’ from the 1980’s offering in finite fiction (the show Week 48, 2015: November 28 - December 4 19576 1 Hindi film Nagina. Two decades has only 34 episodes) airing on Source: BARC Data {HSM : NCCS All : Individuals : BARC India base – All India (U+R)} later, that ‘top-of-the-mind’ recall weekends - a relativity rare feature seems to have been replaced by an for content of this kind. EPISODIC RATINGS OF NAAGIN IN URBAN AND RURAL SEGMENTS ‘Ichchhadhari naagin’ (a female snake Raj Nayak, CEO of Colors, says, WEEK DATE HSM HSM URBAN HSM RURAL who can change her form at will) “We have to fill in a one-hour slot on 51 20-Dec, 2015 19370 13441 5929 from televsion - thanks to Naagin, weekends as per our FPC. It was our Colors’ weekend fiction show. programming head’s idea to attempt 51 19-Dec, 2015 17722 12665 5057 ‘Naagin’ has remained unshaken at a weekend fiction show. She had 52 27-Dec, 2015 20285 13358 6927 the top of the Hindi GEC viewership wanted to do Naagin for almost a 52 26-Dec, 2015 19420 12994 6426 charts for eight consecutive weeks. year before its launch.” Source: BARC. Period: Wk 51 - Wk 52’ 2015 (weekwise). Analysis: Impressions (000s) In a record climb to the No.1 slot in just the fourth week of its launch- as Simar Ka had snake women too. per BARC data, it has taken over the Experts feel that it was the popularity ‘saas-bahu’ dramas from Star Plus, of this particular track in the latter Zee TV and Colors itself. that sowed the seed for Naagin. During its launch on November Producer Sunjoy Waddhwa, 2015, Manisha Sharma the CMD, Sphereorigins, says such channel’s programming head had shows work well on weekends. called ‘Naagin’ a mystical thriller “Channels may be experimenting in incorporating a dramatic twist at this genre, with shows doing fairly every corner to add an element of well. I see more of these shows thrill. The show is led by television working as sub-plots, not mainstream actress Mouni Roy (playing FOTOCORP FOTOCORP daily shows,” he says. Shivanya) while actor Arjun Bijlani Nayak, Kapoor & Kapoor: a hiss in the buzz is the male lead. Roy is a popular Nayak adds that the concept has that a story-teller should be able NAAGIN’S VIEWERS -- small screen face having appeared in always been a winning formula. to present his/her viewers with a URBAN OR RURAL? shows like Kyunki Saas Bhi Kabhi “Nagin movies have done well in convincing storyline which is not only aagin seems to have countered Bahu Thi, Devon Ke Dev-Mahadev, the past. This compounded with substantial, but also creates a thrilling Ncertain assumptions in the and the celebrity talent show Jhalak the casting, story-telling, execution, experience. Since childhood, I have ‘what rural would like’ context. Dikhkhla Jaa. graphics, production values, and always been fascinated with such Currently, statistics show it to be Commenting on the show’s the time slot put together, along stories. Tales like these turn out to be slightly more popular among urban popularity, Shailesh Kapoor, founder with television czarina Ekta Kapoor’s really interesting and entertaining.” audiences, but that could change. and CEO of Ormax Media, says, magic touch captured the imagination When asked about the limited Vikas Khanchandani, director at “Colors has managed to present of the viewers,” he says. number of episodes, she says, “This Aidem Ventures, says, “The show this genre using GEC elements Talking about returning to Indian was my answer to those who keep has seen mass appreciation and the that work today, namely a strong folklore with this show, Ekta Kapoor, complaining about the indefinite data seems to be consistent across female protagonist (Shivanya) and head of Balaji Telefilms, and the continuity of fiction shows .” ample twists and turns in the plot. show’s producer, says, “I believe In October 2015, BARC India, for continued on page 24 >>

20 afaqs! Reporter, February 1-15, 2016 e-commerceroundtable Television Disruption A roundtable organised by afaqs! in association with amagi witnessed leading e-commerce players discussing the opportunites and challenges of television as an advertising medium. By Saumya Tewari

PRESENTED BY

arketers from eight e-commerce companies Moperating across categories participated. The moderater was Soumya Mohanty, vice president, IMRB. Some of the key points included convergence of television and digital as key trends, measurement of ROI, the changing consumer behaviour and how to Photo-op: The speakers, sponsors and the moderator leverage the medium in a better way. In a bid to disrupt TV as a best for it and choose the mediums MANAV SETHI, NITIN AGARWAL, medium for marketers for building accordingly. Technology must Group CMO and Head, Digital AVP – Marketing, Shopclues brands, amagi has been trying to solve the problem of convergence, strategy, Askme First brands build expectation personalise television by giving attribution, ROI and measurement The size of the container really through TV campaigns, then they them reach through geo-targetting of TV advertising. defines the kind of medium you have to meet them and that is how capabilities. Edited excerpts of what should pay for. But if a startup is they get into the rut of TV being the the participants said: SAI NARAYAN, looking to target a regional market, performance marketing channel. VP – Brand, PR and social media, it should not even consider TV For most online brands, the ANKITA DABAS, PolicyBazaar advertising. landscape is constantly changing. Co-founder and Director - Strategy, The radical difference is that We are reaching out to more Fab Furnish This is an exciting time for today I do not have the luxury to regions, people are graduating to e-com players targetting consumers rely on patterns and trends that the consumer segment, buying new It is easy to track metrics such as through TV when they have a a FMCG marketer has. There is category products and their lifestyle traffic and conversion on every rupee mobile phone in their hand. If the sufficient learning while acquiring choices are becoming better. spent on a digital campaign. While communication is engaging they media for big brands because they Today, the shelf life of our ads is television brings trust and scalability will search the brand instantly. know consumption behaviour and shortlived. We have to find new ways for the brand, my painpoint remains Therefore, it is a merger of highest trends. E-commerce players do not to present the same thing otherwise efficiency. I have to continously reach medium (TV) and fastest have that luxury. I will still need it will cause consumer fatigue. The inspire my customer because growing medium (digital). I think television to build consumer trust but surround (radio, print and OOH) furniture, as a category, is not an appointment viewing is dying. While addressability as to who is watching that used to accompany TV is moving impulse buy. For that, I cannot rely a consumer is watching television the brand’s TV ads continues to be a to digital. on television. alone, he/she is communicating to major challenge. I wish technology will solve the world through the smartphone. ABHIMANYU, problem of attribution and efficiency Awareness will come from GAURAV NABH, AVP, Stayzilla of television as a advertising medium. highest reach medium (TV), but Marketing Director, Koovs the fastest growing medium will be I believe earlier brands were PRABHAKAR TEWARI, the convergence of both digital and Investment made in TV selling products for life, Vicco CMO, PayU Money television. advertising will translate into a spike Vajradanti is an example of that. In in website traffic and consumer the last 18 months, the push that has My first brush with TV RAHUL SETHI, awareness. It leads to conversations come to television has been backed advertising happened in 2005 for COO and Head – Marketing, Royzez around the brand. However, from by venture capitalists. And that is Marico’s hair oil brand, Parachute. an efficiency standpoint a stand- reflected in the kind of campaigns For that kind of brand, heavy We spent crores on TV advertising alone campaign will not take a brand we see today. weightage had to be put towards in November last year and got anywhere. We too face a similar challenge the beginning or end of the month mileage. But while evaluating the The story is not about the because Stayzilla is selling an intangible because that is the buying cycle. ROI, we realised that though we did medium but the consumer as well experience and the purchase happens When Danone entered India, it invest in right places, the amount was as the content. The power of great weeks or months after the campaign was launched in Maharashtra and not right. content is bigger than any medium. breaks. If you are building an Andhra Pradesh but we had to Brands must highlight their Brands and marketers are creating experiential brand, you are constantly buy national TV spots to promote objective while selecting a medium. content for TV and then using it tugging on the emotional string. So it. There is no option of geo- If sales is the sole objective then they in other mediums without realising a TV campaign may mean increased targetting. may leverage digital and for brand that consumption patterns and traffic but it may not result in spike in For a wallet brand such as PayU, building there are other mediums. devices differ. There is no currency business. Stayzilla needs to build itself the requirements and challenges are However, the main challenge with to measure video advertising except as a long standing brand just the way a different from those of FMCG. Each TV advertising continues to be the YouTube views along with GRP and Vicco Vajradanti is. n brand has to figure out what works ability to calculate ROI. additional data. [email protected]

afaqs! Reporter, February 1-15, 2 0 1 6 21 interview ROHIT OHRI> GROUP CHAIRMAN AND CEO, FCB ULKA “FCB Ulka is three campaigns away from sexy!”

An interview with Rohit Ohri, group chairman and CEO, The agency has been built on famous campaigns, but in the last four to five years, we haven’t seen much. Given the current context of the changing FCB Ulka. By Ashwini Gangal market and consumer, I see new challenges ahead; I don’t think we’re very well equipped to take them on. We need to ask - What are the new skills the or Rohit Ohri, group chairman and CEO of FCB Ulka, a revamp agency needs to pick up? of the creative culture tops the list of plans for the agency. He’s also We need to bring back the entrepreneurial streak - that’s how Ulka started keen to make good on the equity he’s got in Delhi and build brand off in the first place. We’re not a boutique or a hotshop; that, we may never FFCB Ulka in that market. Edited Excerpts. be. But, we’d like to have that mindset. What does occupying the CEO’s seat at FCB In a previous interview, we spoke to Ambi about how Ulka lacks Ulka - one that has been vacant for over 18 ‘razzle dazzle’ at the pitch level. For you, how important is it to fix months - mean to you? this? This is the first time the agency will have one I don’t want to rush into a mad flurry of pitching, right now. We need leader across the group, versus being run by a to first answer a few questions, build a few capabilities and get our pieces board. That’s the philosophy they had earlier - it organised. was a board-managed company. And it’s not like the agency has not won pitches. It has. But yes, it Now, it will, very clearly, be individual-managed. hasn’t been as successful as we would all like it to be. There will be one clear face for the agency, versus a I want to create campaigns that are talked about and shared. You can’t group of people. chase razzle dazzle or fizz. You have to chase creativity. I would like to leave a legacy in this agency... I’m going to look at every single piece of this jigsaw puzzle Or, you could chase a chief creative officer! After all, a lot of and see what we can do to make it more competitive, your plans for FCB Ulka rest on the shoulders of a more cutting-edge. The currency of the agency yet-to-be-appointed creative head... needs to be energised. Of course. It’s been a bit unfortunate that Satbir (Singh) moved out. How do you plan to go about But it’s not so much about one individual this? who will come and change the fortunes of the First, I want to look at the company, anymore. organisational culture, the people, their beliefs and the way they work. While there are many good things While it’s a solid about FCB Ulka, there are bits that need to change. brand building agency, The fundamentals of this agency are very strong. It’s just a question the work lacks fizz. of building on that and adding new energy. I have no time-line in mind. While Today, the biggest challenge for there is an urgency, I don’t want to rush agencies is retaining talent and into this and get someone who can’t clients; Ulka has never had to deliver the goods. struggle with this. So, it’s more the perception When you switch jobs, you switch of the agency that needs to be not just agencies, but networks corrected. We could create three - from WPP to Dentsu to now famous campaigns in 2016 that Interpublic Group. How different could completely change the are all these systems? perception around the agency. Barring scale, IPG and WPP are not We’re just three campaigns too different. They can be put in one away from... basket, versus Dentsu. Dentsu is very strong in Japan but ... From becoming sexy? has never managed to succeed outside of (laughs) Yes! FCB Ulka is Japan. The success doesn’t exist in the US, just three campaigns away from Europe... it’s an Asia-Pacific brand. sexy. When I used to attend Dentsu’s global meetings, I noticed they struggled with What are the other ‘bits’ you things that other networks did 15 years back. want to change? IPG is flatter and more empowering than The big focus is around creative WPP, which is like a large ocean... you could be and the whole creative culture. While it’s swimming in it forever and nobody notices who you a solid brand building agency, the work are. IPG is about people, not companies. n

lacks fizz. SUS HIL KUMAR [email protected]

22 afaqs! Reporter, February 1-15, 2016

byinvitation

PRABHAKAR MUNDKUR Why Brand Ambassadors Get Dumped mitabh Kant of the Department of Industrial ADELE REFUSES APolicy and Promotion in ENDORSEMENTS India justified why Bollywood actor dele recently detailed all Aamir Khan had to be sacked as Aendorsement deals she had the brand ambassador for Incredible refused. She said she didn’t want to India. be the face of anything because she “A brand ambassador promotes a doesn’t need anything but her music brand. People will come to India and to contribute to ‘self-branding’. the tourist flow will increase only if the brand ambassador of Incredible LESSONS FOR CELEBRITIES India promotes India as incredible • You can never be yourself. You India. But, if the brand ambassador have to be watchful in the public of India says India is intolerant, he eye, because you are always going is surely not working as its brand to be under scrutiny. ambassador,” Kant says. • More the number of brands you In other words, Incredible endorse, the tougher life is going India, according to him, had lost its to be at a personal level. After incredibility! all, the ramifications of every I sometimes think that it is not Khan, Rihanna, Stone and Adele: Dumped statement have to be examined. so easy being a brand ambassador. Who would have thought that Because when you sign up a brand understand how to bring the core famous interrogation scene in Sharon Stone’s remark about you pledge allegiance to it. As the brand of Nivea in conjunction with the film Basic Instinct, in which karma could affect the whole number of brands that you endorse her. Nivea is a company which stands she uncrossed her legs under the Chinese market for Dior? keep growing, you pledge your for trust, family and reliability,” said suggestion that she was not wearing • Anything you say, either direct or allegiance to several brands. Nivea’s CEO, Stefan Heidenreich. underwear, was sacked by Dior indirect, which has an implication Is the removal of Aamir Khan as Now, it would seem that he when she made an inappropriate on the brand, its market, its target brand ambassador a unique case? should have known that Rihanna comment about the earthquake consumer, or its reputation, Not really. does not exactly stand for trust, in China. Dior felt that she had could make you liable to getting family and reliability even before made insensitive remarks about dumped. RIHANNA AND NIVEA she was hired as an ambassador for the earthquake that killed 68,000 • Improper personal behaviour, as inger Rihanna, who is mostly Nivea. In this case, it just seems like people. in the case of Rihanna, means Sknown for making headlines for a bad fit of brand and ambassador “They’re not being nice to the that your public image as a brand wardrobe malfunctions, was caught that was justified only at the time of Dalai Lama, who is a friend of ambassador is very important to leaving Ashton Kutcher’s house at 4 sacking. mine. And, then, this earthquake the brand. If that image is not am, and throwing up outside night and all this happened and I thought, morally of the highest order, clubs. Following such incidents, SHARON STONE AND is that karma? When you’re not is indecent or vulgar, it could Rihanna was sacked as the brand CHRISTIAN DIOR nice, do bad things happen to affect the image of the brand ambassador for Nivea. ollywood actress Sharon you?” Stone had commented on you endorse. Tiger Woods is a “Rihanna is a no go... I do not HStone, known for her (in) the tragedy. good example, where his personal behaviour jeopardised many an endorsement. And, of course, there is a high price to pay in terms of personal << continued from page 20 to do with the willingness of the rural consumer to behaviour for the atrociously large pay to view the channel, but the sheer capability of the fees that celebrities are known to service provider (largely cable) to make the channels charge for brand endorsements. Hissing Success available. Increase in the rural sample size reflecting If you are a spokesperson for all HSM markets. The commercial dynamics on the true universe base (which is equivalent to urban) is a brand, you may just have given subscription defines unique audience/reach between when the real picture will emerge.” up the freedom of expressing your free-to-air and paid channels. It’s difficult to capture the Experts feel that the success of shows like Naagin innermost feelings and being a performance of a programme in rural and urban unless could determine how FTA channels invest in fresh spokesperson for yourself! n it’s available on both platforms simultaneously to gauge content in the next phase, and this will drive perception affinity index vis-a-vis what’s available to watch.” and better understanding of the difference in fresh and Divya Radhakrishnan, managing director, Helios repeat content for the mainly rural FTA audience. n Media, agrees, “Rural appeal may not necessarily have [email protected] (The author is chief mentor, Percept H)

24 afaqs! Reporter, February 1-15, 2016 jobswitch

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afaqs! Reporter, February 1-15, 2 0 1 6 25 people

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

CB Ulka has appointed Ankit vinash Pillai, FAdvertising, Agarwal as vice- Amanaging which is part of the president and head partner-Team P&G, FCB Ulka Group, of performance MediaCom India, has promoted Nitin marketing, and Suraj has been promoted Karkare to the position Nagaappa as vice- to the role of regional of chief executive president and head, director, IMEA officer. Prior to his North, as part of its (India and South new appointment, growth plan for 2016. Asia, the Middle- Karkare was chief Cheil India has East, Africa), on the operating officer, FCB NITIN KARKARE ANKIT AGARWAL announced the P&G business. AVINASH PILLAI Ulka, Mumbai and appointment of Farah Rahul Kansal has Bengaluru. Karkare has been a part of the agency Bashir and Shekhar resigned as executive since 1986. Suri to bolster its digital president of Bennett, LinEngage, the experiential marketing arm and strategic planning Coleman and Co. Ltd of Mullen Lowe Lintas Group has appointed capabilities. Bashir, (BCCL), publisher of Raman R S Minhas as group creative director. who joins as general The Times of India. Minhas comes on board with a mandate to manager, planning, He had joined the add new dimensions to the way consumer will report to Sonal company in 2007 as Narain, chief strategy the chief marketing officer. Prior to this, officer of the group. she was vice-president, Kansal was executive FARAH BASHIR planning, at Lintas. Suri president since April RAHUL KANSAL joins Cheil as general 2012, and had looked manager, digital, from DigitasLBi where he headed after the brand and business strategy for The the Delhi Branch. He will report to Sanjeev Jasani, Times of India, the Mirror publications, and the head, digital. company’s language Taproot has brands. appointed Ninad Azim Lalani, the Umargekar as head national sales head of of strategic planning. Network18-led news RAMAN R S MINHAS SRIHARSH GRANDHE Ayesha Ghosh joins the portal Firstpost has agency as the general been elevated as its engagement is defined and delivered for brands. manager. Based in business head. In his He will report to Sriharsh Grandhe, executive Mumbai, they will new role, he will drive vice-president, LinEngage. report to Umesh overall strategy and Neo@Ogilvy, OgilvyOne’s global media Shrikhande, CEO- revenue growth for agency and the performance marketing network, Taproot India. n AYESHA GHOSH AZIM LALANI Firstpost. n

DIGITAL atra.com, the network Wamba.com. His prior stints include marketing across the brand and P&L (profit Yonline travel associations with companies such as HT Mobile and loss) for all categories. Sarup joins Ola agent, has appointed Solutions (a joint venture of Velti plc & HT from Microsoft, Vikrant Mudaliar Media), Zapak Digital Entertainment, and BCCL where he worked as as chief marketing (Bennett, Coleman & Co). director, marketing, officer. He joins ATL Digital Media Entertainment (ALT after relocating to the company from Digital), a wholly-owned subsidiary of Balaji India. Prior to that, Lenskart where he Telefilms, has announced the appointment of he had worked at the was chief sales and Ekalavya Bhattacharya as chief strategy officer. Nokia headquarters in marketing officer. In An official statement says that Bhattacharya Finland. his new role, Mudaliar DUSHYANT KOHLI will work closely with the leadership team to Sarup has over 20 will be responsible define the corporate years of experience in for leading marketing strategy for ensuring marketing, sales and activities across all Yatra.com business lines and wider acceptability brand management RAGHUVESH SARUP group entities. While focussing on strengthening and success of ALT’s across brands Yatra’s brand equity in the travel category, he digital initiatives. such as Microsoft, will also be responsible for driving the marketing Ola, the mobile Nokia, Yum! Brands (Pizza Hut), and and communications strategy to support the app for personal Procter&Gamble(P&G). company’s overall strategic objectives. transportation, has Praveen Kumar, partner and exchange head, Subscription-based video entertainment app appointed Raghuvesh South and East, Mindshare, will move to Amazon nexGTv has appointed Dushyant Kohli as head- Sarup as its chief India as senior media manager. He will be based growth. Kohli joins the organisation with over marketing officer. He in Bengaluru. Kumar will join the company 13 years of experience in digital marketing across will join the company in March this year. At Amazon, Kumar will EKALAVYA BHATTACHARYA multiple businesses including the social discovery in February to lead replace Sudhan Deo, who recently moved to

26 afaqs! Reporter, February 1-15, 2 0 1 6 Photocopy of this form is acceptable,