February 16-28, 2018 Volume 6, Issue 17 `100

C.I.D CAST IN STONE In 1998, B P Singh (inset) took a bunch of new actors and created a series of crime thrillers that blazed a trail on TV. Twenty years on, little has changed - not even the cast.

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20 22 10 PLUS VDONXTASIA Chaitanya Chunduri 26 CREATIVELAND PICTURES Making a Debut 27 CAMPAIGN TRAIL The Fortnight’s Most TELEVISION AMBUJA CEMENT JIO STUDIOS Hot Favourites Rooftop Revelry New Kid on the Block Popular Ads 28 Cross pollination of storylines The cement brand moves A look at Reliance’s creative is now a business strategy. from humour to emotion. communications arm. eol

This fortnight... Volume 6, Issue 17 ittle over four years ago, we interviewed actor Shivaji Satam who plays ACP EDITOR Sreekant Khandekar LPradyuman on Sony’s CID, arguably the most simple and most loved crime PUBLISHER February 16-28, 2018 Volume 6, Issue 17 `100 thriller on Indian television. I remember discussing the questions with the reporter Sreekant Khandekar C.I.D back then; I almost told her to ask Shivaji whether he shows any symptoms of EXECUTIVE EDITOR CAST IN STONE dissociative identity disorder – where does Shivaji the actor end and his character Ashwini Gangal In 1998, B P Singh (inset) took a bunch of new actors and created a series of crime thrillers that blazed a trail on TV. Twenty years on, little has changed - not even the cast. ACP Pradyuman begin? No, it’s not that weird a question! I’d forgive an actor for ASSOCIATE EDITOR Sunit Roy getting a bit confused if he’s been playing a role for 16 years. PRODUCTION EXECUTIVE Andrias Kisku Cut to the present. The show is now 20 years old. In terms of sheer passage of ADVERTISING ENQUIRIES time, CID is the longest running fiction show on TV in India. On the occasion, we Shubham Garg decided to chronicle the show’s journey from inception to date. With a serendipitous 81301 66777 (M) 18 beginning, its share of ups and downs along the road, and a work-in-progress card Apoorv Kulshrestha 20 22 10 PLUS 9873824700 (M) VDONXTASIA Chaitanya Chunduri 26 at its gate, the story of how CID became such a huge hit is no less intriguing than Noida CREATIVELAND PICTURES Making a Debut 27 CAMPAIGN TRAIL prime-time fiction itself. Nikhil Jhunjhunwala The Fortnight’s Most TELEVISION AMBUJA CEMENT JIO STUDIOS Hot Favourites Rooftop Revelry New Kid on the Block Popular Ads 28 9833371393 (M) Cross pollination of storylines The cement brand moves A look at Reliance’s creative is now a business strategy. from humour to emotion. communications arm. Mumbai And guess what - the original cast of the show is still there! Shivaji still plays [email protected] ACP Pradyuman, Aditya Srivastava plays Inspector Abhijeet, Dayanand Shetty MARKETING OFFICE plays Inspector Daya (a penny for each time I heard someone repeat ACP’s door- B 3, Ground Floor, Sector 4, Noida -201301 crashing “Daya, darwaaza todo!” instruction to him would make me really rich), and Dinesh Phadnis plays Inspector Fredricks. Except for Shivaji, the rest of the cast MUMBAI 302, Makani Center, 3rd Floor, isn’t even bound by contract; they’ve stayed on of their own volition. That’s loyalty. Off Linking Road, Bandra (W), Mumbai - 400050 The show is a brand, no doubt. This issue, we take a hard look at how the show SUBSCRIPTION ENQUIRIES was born, what makes its makers tick, the challenges 2018 brings for the team, and [email protected] how they plan to combat them. Owned by Banyan Netfaqs Pvt Ltd and Printed and published by This year, the makers plan to launch a mobile game called ‘CID’ to interact with Sreekant Khandekar, at 7-A/13, Ch. Ratan Singh Complex, its audience that dwells in the digital world for a large part of the day. Jawala Heri Market, Paschim Vihar, New Delhi-110 063.

Printed at Artz and Printz 208 DSIDC Sheds, Okhla Industrial Area, Phase 1, New Delhi - 110020

Ashwini Gangal [email protected] CONTENTS

6 HORLICKS-MIRINDA Tackling Pressure Has pre-exam time become a ‘season’ for advertisers?

27 24 BIPIN PANDIT Face to Face A tete-a-tete with the chief ROSHAN ABBAS HEINEKEN 14 operating officer of The Ad Club, who is about to Simple, But it Works Unconventional Role complete 20 years at the Abbas talks about Kommune, Bobby Pawar turns live comedy stand-up act organisation. his project for artistes. into an ad for the beer brand.

afaqs! Reporter, February 16-28, 2 0 1 8 5 e HORLICKS & MIRINDA Tackling Pressure Has pre-exam time become a ‘season’ for advertisers? By Sankalp Dikshit xam-time may bring a chill down every student’s spine, Ebut who knew that a day would come when brands would also feel the exam season pressure! Beverage brands Horlicks and Mirinda have recently released digital films dealing with the topic of teenage- depression, parental pressure and stress-management. While the video released by Mirinda is a follow- up to the brand’s earlier campaign ‘Release The Pressure’, Horlicks has been coming up with an ‘exam-copy’ every year in the month of January. Interestingly, another beverage brand, ‘Tata Tea’, last year, crafted ‘#ItsOk’ ad film which revolved around similar fearlessly. The campaign is a way Mirinda, has for long flourished Gaurav Verma, associate director, issues and was released during the in which the brand can build the under the ‘pagal-panti bhi zaroori hai’ flavours marketing, PepsiCo India, board results/ college admission time. emotional connect with the audience, tagline. When a brand which positions tells that Mirinda’s vision is to be an Though it is endearing to see a thereby enhancing their love for the itself as a funky property focuses ally to teenagers. He adds, “Mirinda’s brand’s effort in addressing these brand,” informs Bahl. attention to the dark side of student core TG is teenagers in the age group sensitive topics, are we missing the The two-minute-plus film has life, it calls attention to itself. A quick of 14-17 years old. The idea behind bigger picture? Has exam-time now been crafted and conceptualised recap takes us to the brand’s first video the campaign took shape last year become a part of an advertiser’s by FCBUlka. afaqs! Reporter got in its ‘Release The Pressure’ campaign when we met these consumers and mandate? Just like Diwali, Mother’s in touch with Swati Bhattacharya, which narrates the ordeals of students heard the stress-points in their life. Day and Valentine’s Day’s creatives chief creative officer, FCBUlka, to reeling under exam pressure. The The launch of the campaign is timed have earmarked advertising budgets understand how she ensured that new video, which has been developed in such a way that parents have ample and compulsory campaigns; is exam- the imagery is fresh and devoid of by BBDO India, takes the narrative time to course-correct and motivate time communication the new season clichéd storylines since the theme has forward by targeting the specific their children in the right way.” in the advertising calendar? been discussed several times before. issue of constant peer-comparison, Speaking about the media pie of She says, “We were the first guys commonly undertaken by parents. this campaign, Verma informs, “The HORLICKS’ KOTA-STORY to do it; we started with talking to But is the differentiation enough? 360-degree rollout plan will include “Will call it more of contextual psychiatrists and counsellors. This Can one spot the difference between on-ground activations and a robust communication and not seasonal,” year, we wanted to talk to mothers; the two videos or are all these films radio and print campaign. Over says Vikram Bahl, area marketing lead, we wanted to do an activation that fighting the same cause in their the next few months, Mirinda will nutrition and digestive health, GSK explains how we can make our respective year of release? Josy Paul, also encourage the idea of taking-a- Consumer Healthcare India, when break and help ‘Release the Pressure’ questioned about the frequent burst Beverage brands have released digital films through a series of online and offline of student-related communication by dealing with the topic of teenage-depression, partnerships. One medium through the brand, around exam-time. He which we will encourage the idea is adds, “Exam season is a time when parental pressure and stress-management. through the Mirinda-Fortis helpline, children face immense performance children fearless and that’s where the chairman and chief creative officer, which will enable people to connect pressure as well as expectation story of emotional nutrition was born. BBDO India asserts that the video with a counsellor and discover pressure from parents. Horlicks, as While the activation touched the lives is not an ad. “It is news; it is the constructive ways of encouraging a brand, has always been associating of 50 mothers personally, the wider truth! We collaborated closely with teenagers.” with the kids during exams; helping message is for all parents.” psychologists, psychiatrists and their The video, directed by Shoojit them by providing the benefits of The video, which portrays mothers insights and stories were the source Sircar, had its own set of challenges. clinically proven, adequate and visiting their children in Kota, does and influence of our work. Mirinda Paul states, “How do you capture the balanced nutrition.” not feature actors. “For 80 per cent of was the first national brand to raise student voices with total authenticity? The Horlicks video titled the mothers, it was their first time in the hidden issue of depression among How do you create empathy? Shoojit ‘Fearless Kota’ takes the discussion Kota. Intimacy is the true algorithm teenagers. The movement to raise has a way of transforming a looming- toward mental health and brings to of creativity and this piece of work is awareness began in February 2017. zooming watchful machine (camera) light the rising problem of teenage just that - all heart, all real!” is how This year’s work is a continuation of into a warm near-human listening suicide in Kota. “We wanted to help Bhattacharya puts it. that commitment. It’s great that other tool. The students spoke from their mothers understand the requirement brands are also in this space. When heart.” Taking a step further, Paul of ‘emotional nutrition’ for their NO MORE ‘PAGAL-PANTI’ more brands join the movement, labels the experience as “creative children, especially during exam- FOR PEPSICO’S MIRINDA? it’s even better for the ecosystem,” therapy for change.” n time, so that they can face exams PepsiCo’s aerated drink brand, explains Paul. [email protected]

6 afaqs! Reporter, February 16-28, 2 0 1 8 10 ÞííÓí Þíô ÅôÖí ³ãí ÌíÐâöÞíôÍíäÅ ¸íõÇíÓí

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e JIO STUDIOS New Kid on the Block A look at the creative communications arm of Reliance and how it was born. By Anirban Roy Choudhury

hat is this, Jio Studios? Has the richest family in WAsia, Ambanis (Mukesh) launched a platform to compete with the likes of ‘Amazon Studios’ or ‘Walt Disney’? The answer is no, at least for now... ‘Jio Studios’ is the transitioned avatar of Aditya Bhat’s ‘Business of Ideas’. Bhat has been in the media and entertainment industry for the last 15 years; he started ‘Business of Ideas’ in 2009, which merged with Reliance Jio in 2015 to become ‘Jio Studios’. Bhat’s marketing and creative consulting firm ‘Business of Ideas’ specialised in marketing films, creating intellectual properties for television channels and print publications and consulting brands and CSR communications. Reliance was once Bhat’s client and that’s when the relationship spawned between the two entities. Today, Jio Studios is responsible for Reliance Jio’s creative communications. “The employees operating from an to Kerala, “Getting their availability studded campaigns, the advertising vision is to be what Mudra was office in Sion (a neighbourhood in was a big challenge, so we decided to arm has also created the ‘iPhone 8 to Reliance,” says Bhat. Atchyutani Mumbai). Now, the workforce has shoot wherever they were. Virat was on Jio’ film. Though Jio Studios Gopala Krishnamurthy (AG grown ‘five times’ and the setup has getting married and we actually shot is the creative communication arm Krishnamurthy) started ‘Mudra’ as shifted to a Reliance establishment in him on the night of his reception, of Reliance, it has to pitch to win an offshoot of Reliance Industries’ Bandra Kurla Complex. “We have an because he was off to South Africa campaigns. “Whenever a campaign advertising wing in 1980. Soon after independent studio, we are equipped the next day. We had to fill in many is announced we plan and pitch launching, Krishnamurthy realised with the best equipment, we have gaps with visual effects; overall, it was alongside other mainstream creative that to attract top creative talent skilled ourselves in the best possible a big challenge to put all the content agencies; nothing comes to us on a Mudra needed to function like any manner to create Augmented and into 60 seconds,” Bhat asserts. platter,” informs Bhat. other mainstream advertising agency Virtual Reality content and that is But according to Bhat ‘Jio Apart from Jio campaigns, and hence, he started pitching for what the merger enabled us with. We DhanDhanaDhan’ was far more Bhat’s team created several digital accounts outside of the Reliance still have our creative freedom, we challenging than Jio Football, “Back media videos which raked in a great group. ‘Vimal’ was Mudra’s first number of views: ‘#MaukeKePankh’ client and ‘Only Vimal’ was the ‘Jio Studios’ is the transitioned avatar of featuring Sonakshi Sinha for Star agency’s first campaign. From there Plus, ‘No Smoking’ ‘#11minutes’ on the agency won many mandates Aditya Bhat’s ‘Business of Ideas’. featuring Sunny Leone and and emerged as a formidable force in can still go and make ads for other then, from planning to execution ‘#Don’tLetHerGo’ featuring the advertising ecosystem. In 1990, brands and at the same time, we and post-production was all done and Amitabh DDB Worldwide collaborated with work on Jio campaigns,” says Bhat. in six days. Many agencies released Bachchan are a few of them. “We Mudra and in 2011 Anil Dhirubhai Talking about Jio campaigns, numerous reports after IPL 2017 did these projects after the merger Ambani group sold the majority Bhat’s Jio Studios has just launched and all of them slated Jio as the most and this is what we want to continue stake to ‘Omnicom’ (DDB’s parent Jio Football, which features seven recalled brand. GroupM ranked us doing. We want to create content for organisation). feature film actors and 29 Footballers. number one over the title sponsors other brands/ purposes. Yes, we are Bhat’s ambitions with Jio Studios Jio Football is a follow up of last year’s too, so the campaign worked very backed by one the most illustrious does not end there, he also has his ‘Jio DhanDhanaDhan’ campaign, well. Jio Football is like a re-launch establishments, but we still believe eyes set on long-form content. “As a which was the Studios’ first major of Jio DhanDhanaDhan, we have our mentality is very much a startup team, we have the workforce that can campaign for the teleco. about one and a half months of ISL mentality. We have the startup create long-form content, so when Bhat started planning Jio Football left, so we will see what happens, but hunger, we are passionate like any Jio eventually launches its originals, in mid-December 2017 and then it will be unfair to compare the two.” other startup,” says Bhat adding we would also like to pitch in with shot throughout the rest of the From ideating to production and “I am the oldest member of our a list of web-series ideas,” says Bhat. month into parts of January 2018. post-production, Jio Studios executes team, the average age of which is 23 Before merging with Reliance, Cameras chased the superstars from the entire creative proceedings years.” n Bhat’s ‘Business of Ideas’ had 22 Mumbai to Madurai and Kolkata in-house. Apart from the two star- [email protected]

10 afaqs! Reporter, February 16-28, 2 0 1 8

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e HEINEKEN Unconventional Route Bobby Pawar turns live comedy stand-up act into an ad for Heineken. By Sankalp Dikshit

ndian ad-land is neither a stranger to a protagonist opting for I‘unconventional’ career choices, nor has it shied away from dissing Indian parents who bully their kids into pursuing so-called ‘safe’ careers. Taking the narrative forward is the latest digital video released by the Dutch beer brand, Heineken. The five-minute long ad takes the comic route to make a case against the country’s most loved professional degree, Engineering. Pawar, however, feels that the ad is featured a stammering comedian on The campaign titled ‘Open Your not an ad in the “traditional” sense of stage in the brand’s ‘#ItAllStarts’ World’, is global and is crafted by the the word. He informs, “I believe, if the campaign a while back. Publicis Group. In its desi rendition, idea is powerful and it resonates with Nilesh Vaidya, director, Workship the discussion revolves around the people, the brand will be memorable. Communications, shares with us his lack of communication that widens Heineken has successfully followed opinion that brands are leaping at the generation gap, thereby causing that principle for years.” the idea of having stand-up acts in friction between parents and their The brand is looking at a five-week place of conventional ads. He says, “I children, particularly when the latter window for executing the campaign, must have pitched that to about five follow offbeat careers. Bobby Pawar, starting 26 January. “In the first week existing and prospective clients in the managing director and chief creative we went live on the primary platforms past couple of years. I’m sure there officer - South Asia, Publicis India, - Facebook, Twitter and YouTube are many more like me out there. says that the brief was to find a along with a few seeded digital stories. Using stand-up as a creative kink has local insight for Heineken’s ‘Open The second phase of the campaign will become something of an expected your world’ brand idea. He adds, involve going live on the Instagram innovation, if you know what I mean. “The idea came about when we hit is Reality Brand Activation! All the platform. For the first time, we are There’s nothing wrong with doing upon the realisation that in India, people who were invited to our stand- also making use of Instagram’s instant it, but then you either have to be the ‘generation gap’ is actually born up comedy show had no idea what story format “Instagram Story” - really hilarious or your matter should out of a ‘conversation gap’. Most they were in for. And how they would wherein a user can click on the brand be totally unexpected. From the bits parents and children don’t talk as react. We believed Rudy’s stand-up icon and it would lead them to a short they’ve shown in the Heineken video, openly as they should. And rather act was funny and it would strike a snippet of the video and hyperlink it was neither. It was ‘nice’, and we all than taking a traditional approach and chord. But we had no way of knowing it to the original video,” elaborates know what happens to nice.” doing a bunch of videos that urge whether it would get people to open Sheikhawat. Speaking about brand insertion, parents and kids to talk openly, we their minds,” shares Pawar. Sheikhawat tells afaqs! Reporter Rahul Mathew, national creative decided to create an interesting way While the video ends on a happy that the aim was to make optimum use director, DDBMudra Group, says, to demonstrate that this was possible.” note, with both parties sorting out of social media platforms to amplify “The amount of branding in the However, the theme, though communication is an exhausting relevant, is not new. The track has The video has a stand-up comedy act by debate that advertising is going been explored a number of times in through. I believe communication, ads, television and movies (remember Rudy Singh at the heart of the copy. whether short or long, should strive the 3 Idiots tamasha?). Pawar explains, their differences over beer, can the content and target the Indian male for ‘brandedness’ over branding. “We picked the most contentious issue same be said for the brand which audience in the 25-40 age bracket. If the content is attributed to your that is relevant to most youngsters and is mostly missing in action for the brand, even if the brand itself makes their parents. How we dealt with most part of this long-format ad film? SHOTGUN OR BUZZKILL? little or no appearance, then you’re this topic was unique. We chose to Samar Singh Sheikhawat, senior vice- Unlike Indian parents, desi ads high on ‘brandedness’. Else your do a social experiment that captured president, marketing of the brand’s have welcomed the new-age careers communication has to be so bloody people’s current feelings, exposed parent company, United Breweries, with open arms. With changing interesting or relevant, that people them to a live performance that says, “India is a key market for times, a visible shift can be seen remember you for bringing it to them. tackled and resolved their big issues Heineken and with the ‘Open Your in the way doctors, engineers and If you haven’t managed to do either, and then captured their change of World’ campaign, we are trying to chartered accountants have made way then no matter how soon or how heart. It was real and it was live.” tap into specific cultural and social for astronauts, comedians, chefs, and often you expose the viewer to the The video has a stand-up comedy pressures to spark conversation. We musicians to occupy centre stage in brand, you’ll be about as memorable act by Rudy Singh at the heart of at Heineken want to be that social Indian ads. It is essential to note that as a tattooed guy at a rock concert. the copy. Interestingly, the film was lubricant which sparks conversations stand-up comedy is also becoming You’ll vaguely remember seeing him, shot live, with no re-takes. “You have which ultimately leads people to be increasingly popular in the current but nothing more.” n heard of Reality television, well, this more open.” age. Another beverage brand, Nescafe, [email protected]

14 afaqs! Reporter, February 16-28, 2 0 1 8

CASTIn 1998, B P Singh took a bunchIN of new actorsSTONE and created a series of crime thrillers that blazed a trail on TV. Twenty years on, little has changed - not even the cast. By Anirban Roy Choudhury.

Dayanand Shetty - Senior Shivaji Satam - ACP Aditya Srivastava - Senior Inspector Daya Pradyuman Inspector Abhijeet

wenty-five years ago, a not episodes) in India. and brought them up while being jobless man shot seven “I got a call from Ravina (Raj a part of the show. “I do not have episodes of a thriller for Kohli), who was heading Sony’s any official contract with any of the television. At `4.5 lakh programming back then. I was hesitant Having such actors. The channel has a contract an episode, he struggled but she called me to her office saying, a cooperative with Shivaji, but that’s about it,” Tto find a broadcaster. Back then ‘Ek Baar Aao Toh Sahi’. I went to reveals Singh. India only had Doordarshan and Zee her office and saw that she had the cast helped C.I.D TV. The struggler was Bijendra Pal tape of C.I.D episodes that I had LONG TERM ASSETS Singh, popularly known as BP Singh. made earlier on her table and she negotiate the When Ek Shunya Shunya (which A Film and Television Institute of said, ‘We are putting it up on air’,” initial challenges. too had Satam in the lead) ended, the India graduate, Singh had produced recalls Singh, producer of C.I.D and show had become hugely popular - as the popular Marathi show based on founder, Fireworks Productions. had Satam. He was a theatre artist crime diaries, Ek Shunya Shunya According to sources Sony agreed and was in and out of the cinema (Dial 100). The success of one show to pay `2.25 Lakh per episode, which scene. When Singh conceptualised did not help him much. Unable to Singh accepted. It’s not the fact that the show he had Satam at the heart of find a job elsewhere, he eventually it ran for 20 long years which makes (as inspector Fredericks or Freddy) it. In 1993, Satam was a Central Bank started working as a cameraperson for C.I.D. unique. There are other too stuck on. The show became employee who used to act, but by 1998 Doordarshan. aspects. The show has retained its more of a family commitment than he became very popular and his dates His dream finally came true core characters since Day One. Shivaji a professional exercise. Some of the were a big issue. While Satam was an in 1998, when Sony decided to Satam, who plays ACP Pradyuman characters’ names too came out of the automatic choice, Singh had to look commission the project. Thus, was has stayed ACP for 20 long years. C.I.D. family. for someone else to fill in the other born the crime investigation show, Aditya Srivastava, (senior inspector “Abhijeet is Shivaji’s son’s name,” roles. That’s when he found Ashutosh C.I.D. It is now the longest running Abhijeet), Dayanand Shetty (senior says Singh. Characters such as Aditya, Gowariker, whose film career had fiction show on TV (in terms of time inspector Daya) and Dinesh Phadnis Daya and Freddy married, had kids not taken off. “Apprehensive in the

18 afaqs! Reporter, February 16-28, 2 0 1 8 oeo beginning he eventually agreed,” says witnessed many changes with TAM Singh. Gowariker became a part of BP Singh: " C.I.D became going out, BARC coming in, the the show as inspector Virendra. C.I.D and is still relevant universe expanding and significant A year into the show appeared after 20 years because rural representation, “The ecosystem Srivastava. He too had done a couple Sony and we had a great changes every two years. Nothing of films when Singh approached relationship" has survived the sea of changes like him because Gowariker was leaving the way C.I.D and its cast did and to direct Lagaan, the Aamir Khan that is what has always intrigued me,” starrer. “Going from films to TV says Danish Khan, EVP and business was considered as a big demotion head, Sony. and Aditya was clear he wanted to do He believes there are three reasons films. It was very difficult to convince behind CID’s success. One, the actors him. Aditya agreed to the show for a who play the non-filmy characters. brief period,” smiles Singh. That brief Two, its simplicity and three, the period has stretched into two decades. show’s ability to adapt with changes. Daya, Freddy, the doctors Salunke The measurement universe too and Taarika who appeared in the changed dramatically in the last very first year, stayed on. What kept couple of years. Earlier, Mumbai’s and the unit together? “They all looked Maharashtra’s representation were at each other and kept growing with way higher than what it is now and time. Also, I never stopped them that has reflected in CID’s ratings as from working elsewhere so they had a great pool of writers back then not match Zee’s distribution. Crime well. The show, which used to garner got the freedom and we got their and we still continue to have them,” and cops and mystery are things that around 3 (TRP) earlier, saw that drop commitment,” adds Singh. adds Singh. a younger audience would enjoy and to 1. “The wider rural representation Shridhar Raghavan was one of that is what appealed to me about and FTA growth is the reason behind THE EARLY DAYS the first writers. He was also the C.I.D,” remembers Kohli. the drop,” adds Khan. Singh’s inspiration for investigative creative producer of the show, “He Sony was also in the process of GECs are always skewed towards thrillers came from the books he is the backbone of C.I.D. Those days developing Raghav Bahl’s docu-drama female audiences but C.I.D broke devoured on forensic science. That I used to direct myself and I could Bhawar, based on crime stories and the clutter. “It gives brands an option made the show intriguing but touched see through the viewfinder what he court cases, “I wanted entertainment to reach out to the male audience many raw nerves. “When we got to was trying to achieve. He is back with to go from light in early prime time through a GEC, and that works well know that kids were watching the us and that’s very good news for the to heavier as the night progressed. for us in terms of getting advertisers show, we immediately changed our show,” says Singh. Shows like C.I.D helped us to achieve on board,” opines Khan. approach,” remembers Singh. Shridhar, started his career with that. The only brief I gave them was The channel now plans to make Though C.I.D started with C.I.D and then went on to write to add shine to crime and make it C.I.D big on the digital platform. hardcore crime investigation story, Khakee in 2004, Dum Maaro Dum sexy,” Kohli adds. “This year we will launch mobile Singh removed words like rape, in 2011 and was involved in many While Bhawar emerged as a game CID that will help us interact kidnapping and other explicit words other feature films. Shridhar’s brother niche show, C.I.D started garnering with the audience in the digital from the script after feedback from Sriram too has a similar story. The world,” says Khan. He believes the viewers. He took to a subtler way of writer and director of blockbusters biggest challenge when it comes to telling the story without losing its like Agent Vinod, Badlapur, Jhonny C.I.D is to keep the team together and essence. Another feedback that the Gaddar started with writing episodes motivated. producers got C.I.D. was becoming for C.I.D. GECs are too serious and that a section of people Another writer who started his always skewed …AND AHEAD might just lose interest. career and then went on to write Though Khan is upbeat about Singh and his team started to super hit films is Rajat Arora. The towards female C.I.D, sources in the channel believe inject humour. “Dinesh (Freddy), Once Upon a Time in Mumbai audiences but it’s not so smooth. They say that the for instance, never had dialogues. and writer used channel and production house are One day he came to me and started to write C.I.D episodes in the early C.I.D broke the often poles apart with their thought saying ‘Log Mujhe Goonga Bolte Hai 2000s, “I used to disagree a lot but at processes. “It went as far as Sony Mazak Banate Hain (People think that the end of the day always conceded to clutter. discussing other options to produce I am playing a dumb character), I the writers, which I think helped us to the show. Sony believes in C.I.D also want to do dialogues’. A few get great stories and them to express as a concept but its faith on the days later when we got the feedback whatever they wanted to. production company is reducing by I thought of turning Freddy into a popularity. “Shivaji Satam and the day,” the source adds. humorous character. He agreed to do THEN… C.I.D made the channel popular in But things seem better now as a so, and there was a point when Freddy Going back, what made Sony’s the North-West market. It was an team of 250 people works in two units was more popular than even ACP then programming head Kohli sign instant hit on TV,” recalls Kohli. The of C.I.D and shoots are going on as Pradyuman,” Singh adds. up C.I.D.? Back then Sony, which simplicity of the show, the cast and usual. The budget is estimated to be Having such a cooperative cast was just three years old in India, the producer’s ability to evolve with around `10 lakh per episode. Singh helped C.I.D negotiate the initial was in search of an identity. Kohli’s time kept C.I.D going, believes Kohli. denies any such tiff. Says he, “We challenges. “I made them do deadly mandate was simple – find and build “We must respect shows that have have a very good working relationship stunts outdoor, they never came to that. She commissioned a spree of emerged as brands and added value to with Sony.” me asking for a duplicate,” says Singh. shows, from daily soaps like Ek Mahal the channel. We should back the show Channel interventions are “quite Ho Sapno Ka in prime time to reality even if it is not doing well. People normal” according to him. He believes WRITERS PUNCH shows like Boogie Woogie. The list have forgotten that relationships on that the channel and the production C.I.D is all about creating a mystery was long and one such name on the TV are long term. C.I.D is an example house need to work together as a team and solving it. The number of stories list was C.I.D. So, what clicked? of what happens when you back a for a show to taste success. “C.I.D C.I.D needs to supply week after “We wanted Sony to be more show throughout,” adds Kohli. became C.I.D and is still relevant after week is a huge challenge. “We heavily metro-sexual, five years younger, a 20 years because Sony and we had a relied on real life forensic insights to cleaner, better presented channel than …NOW… great relationship.” n write our stories and, thankfully, we Zee because we knew that we could The GEC ecosystem has [email protected]

afaqs! Reporter, February 16-28, 2 0 1 8 19 eleo MAHASANGAMS The Hot Favourites Previously done for creative purposes, cross pollination of characters and storylines is now a business strategy for GECs. A look at the trend. By Sankalp Dikshit

he task of differentiating content becomes overbearing Tfor the Hindi language General Entertainment Channels (GECs) since Indian television shows enjoy a dubious reputation of having similar plot lines and more often-than-not they end up looking like replicas of each other no matter which channel they air on. Channel heads and television producers are now employing new strategies in order to grab viewership. After all, a television show is a multi-crore property which these individuals have a mandate to maintain and expand. One such strategy that has made a significant comeback in the last year is show integration - different TV shows of the same channel coming together to present a special episode. While the tactic was a straight hit about two decades ago, in the era marked by Colors’ social issue-based interestingly she takes her friend in of either of the shows is how we dramas, it took a back seat and was for a general check-up all the way to identify the shows to be merged.” relegated solely to festive occasions ‘Savitri Devi College and Hospital’ But doesn’t the law of overdoing like Diwali and Holi. But, in its which happens to be in New Delhi. anything leading to diminishing revamped version, the scheme comes The seamless cross pollination returns apply? Rajadhyaksha states, with a ‘business-twist’. “The intent is of characters and storylines has not “We limit our ‘Mahasangams’ and to ideally ride on a stronger show and been explored in films or web-series plan only those that lead to a natural provide sampling to a comparatively yet and the chances of it happening integration. That way, the viewers weaker show which can benefit it anytime soon are slim. Daily soaps are fascinated and intrigued by the and give it necessary momentum in India run for several years and also coming together of two shows rather to deliver better ratings,” shares are woven together by similar plot than finding it unnatural or illogical.” Manisha Sharma, programming lines, thereby making it convenient Sharma believes that the strategy head, Colors. for makers to merge plots and present has had a “pretty positive response”. The ploy has proved to be a hit- special episodes. “The intent is to Rajadhyaksha also swears by the use machine for the channel which Zee TV’s deputy business head, of the trick, but only occasionally. recorded 6-million viewers in its Deepak Rajadhyaksha has also ideally ride on a In order to understand the recently concluded ‘Jashn - E - explored this strategy on his channel. stronger show and producer’s point of view, we Tashan’ episode which featured the “These special episodes are often spoke to Gurudev Bhalla who is characters from all Colors’ shows. an effective tool in driving more provide sampling to a currently high on the success of his Sharma adds, “These episodes sampling of a growing show by comparatively weaker shows, ‘Udaan’ and ‘Tu Aashiqui’ provide an opportunity to create bringing on board the audiences of a - both air on Colors and have been organic high-drama content that can relatively more established show. We show which can integrated incessantly. Bhalla, who help either of or both shows.” had the biggest of all ‘Mahasangams’, in the recent past has negotiated The recent trend not only where a single story thread integrated benefit it and give it with different production houses integrates shows but also seamlessly all our primetime shows for over momentum.” to create special episodes (‘Udaan’ merges storylines to ensure four and a half hours,” he explains. with ‘Laado 2’, ‘Tu Aashiqui’ with simultaneous narrative movement of In the past one year, Zee TV has MANISHA SHARMA ‘Ishq Mein Marjawan’) tells us that both the shows involved. Sample this, integrated plots of ‘Kumkum Bhagya’ the process is hassle-free, devoid Aarohi from ‘Ishq Mein Marjawan’, with ‘Kundali Bhagya’, ‘Bhootu’ with of any power struggle. “We loop in while running away (on foot) from a ‘Jeet Gayi Toh Piya Morre’, a week- consistent chart-topper, ‘Shakti’ was the channel, programming team and suspected serial killer (her father-in- long merger of ‘Zindagi ki Mehek’ integrated with every other show that writers of both the shows. We have law!) reaches Mumbai from Shimla and ‘Piyaa Albela’, among others. is currently running on the channel. a very healthy joint meeting and in a jiffy only to receive help from Even Star Plus integrated ‘Ishqbaaaz’ Sharma says, “The merger has to be the channel ensures that it is a well- the protagonist of another show, with ‘Dil Boley Oberoi’. But Colors as organic and realistic as possible. balanced episode which is clearly ‘Tu Aashiqui’. Another example - is the one that has mastered this So, depending on the story tracks demarcated. None of the shows are Saumya, based in a Punjab village, is strategy; Colors merged its shows and the possibility of merging shows short-changed,” elaborates Bhalla.” n a transgender on the show ‘Shakti’; almost every week in the past year. Its without hampering the narration [email protected]

20 afaqs! Reporter, February 16-28, 2 0 1 8 TWO. STRONG.

Mint is India’s 2nd largest business daily with 2.99 lakh readers. 83% of them read OR NOTHING.

THE MOST AWESOME BUSINESS DAILY THERE IS.

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For any queries, please reach out to us at [email protected] or call us at +011-66561675 e AMBUJA CEMENT Rooftop Revelry The cement brand has changed lanes from humour to emotion. Gulzar has penned the script. By Sunit Roy o you remember Ambuja However, what we found was that Cement’s famous 2015 these films were being shared heavily Dcampaign that featured ‘The over WhatsApp as well, which was Great Khali’, popular WWE wrestler? a pleasant outcome for us indeed,” Publicis’ hilarious award-winning informs Deshpande. video in which Khali throws his Further, the brand plans to explore weight around - quite literally - for the Instagram and Twitter and will cement brand, tickled many a funny continue to invest in social media. bone. They parted ways last year. Cut to the present: Triton AD REVIEW Communications has created a afaqs! Reporter asked the experts long-form video for the brand titled if a change of creative partners ‘Chhatein’ (Hindi for rooftops) that works, in terms of amplifying the captures the slice-of-life moments brand proposition and if the film that typically take place on the roofs of desi, semi-urban homes - bonding over chess, stealing moments to admire the neighbourhood heart- throb and flying kites to name a few. Replete with local nuances that bring out the importance of the ‘chhat’ in the home and heart of a small town Indian, the video is a lyrical montage to India’s rooftop life as poet Gulzar would imagine it — or glean from real life, actually. He has also done the voice-over for this film. The branding element is visible only towards the very end. This video is the third in the brand’s ‘Chhat Pe Milte Hain’ campaign for its premium ‘Ambuja “The ‘chhat’ idea came film, Chopra says, “It was a long and succeeded in making an impact in Plus Roof Special’ offering. A few out of two things: the strenuous 12-day schedule - six days the consumers’ mind. months ago, Triton created films of shooting and the rest for auditions, Sameer Aasht, founder director, titled ‘Gupta Ji Ki Kahaani’ and then simple insight that location checks and travel. The Alma Mater Biz Solutions and ‘Salim Aur Shankar Ki Kahaani’ for almost everyone in biggest challenge for us while doing ex-strategy head, Taproot India, feels the brand, albeit as projects. These this film was local casting. Secondly, cement is a challenging category to are also chhat-themed stories set in our target group has we climbed 400-odd rooftops for create communication for and that semi-urban India. The current film is some attachment with location hunting. But the film feels both Publicis’ ‘Khali’ ad, as well as the first ad the agency has created as more real because of that...” Triton’s ‘Chhat’ ad, are genuine efforts Ambuja’s on-record creative partner. this part of the house Traditionally a TVC-led brand, to make a cement brand exciting and In conversation with afaqs! Ambuja has begun to explore the relevant. “Both ads are impressive in Reporter about changing not just and the fact that we online media space of late. Several their own ways as they are entertaining agencies but the creative track — have special cement memes and viewer-generated content, stories to watch and are well produced. from snappy humour to soulful built around Ambuja’s strength, are The business impact, by way of brand storytelling — Vivek Deshpande, for a roof/slab.” head of brand and marketing strategy, VIVEK DESHPANDE Triton Communications has created a long-form Ambuja Cement, says, “Our core video for the brand titled ‘Chhatein’. customer is one who builds his own house in a small town. He has always Abhinay Deo in 2002), which the client floating about online. But the brand growth, is likely to be positive, but not featured in our ads. This video and continues to run! Our task is to keep team is keen on creating deeper exponential,” he says. the previous two films in the series are that certain ‘Ambujaness’ of the brand engagement and not just revelling On the other hand, Harish Bijoor, aimed at building deeper engagement alive as we reinterpret the proposition in the pleasure of giving people a a brand-expert and founder, Harish with the consumer by rekindling his of ‘giant strength’ in different ways momentary chuckle through this Bijoor Consults Inc., feels this is story- memories of ‘chhat’.” Deshpande has for Ambuja’s speciality brands like platform. Deshpande’s team has been telling for the digital era. According spent 30 years at Ambuja. ‘Roof Special’ and ‘Cool Walls’. We using social networking platforms to him, the execution is long and His agency partner, Ullas Chopra, intend to do this by exploring both such as YouTube and Facebook to laborious. He says, “Even in sheer national creative director, Triton emotion and humour. The challenge gauge the response of the audience in story-telling terms, I would expect a Communications, says, “Ambuja is to retain strength, draw attention to real-time and has been noting their version that is crisper and more to the is a brand that’s always been about the specialist product and not confuse comments and reactions to his ads. point. This will not sell a single bag ‘giant strength’. Their most popular things with the mother brand.” “Being a video-driven campaign, of cement, but instead, does a good and loved spot is still the ‘Bhai-Bhai’ The film was shot in Udaipur, YouTube and Facebook were an generic job of building the story of the commercial (with Boman Irani, and . Speaking intuitive fit. With YouTube, it was rooftop - the great Indian rooftop.” n created by Grey and directed by about the challenges of shooting the more about gaining quality reach. [email protected]

22 afaqs! Reporter, February 16-28, 2 0 1 8 2>3+4

Mint is India’s 2nd largest business daily with 2.99 lakh readers. It is bigger than 3rd & 4th business dailies put together.

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For any queries, please reach out to us at [email protected] or call us at +011-66561675 e BIPIN PANDIT Face to Face afaqs! Reporter met Bipin Pandit, chief operating officer, The Ad Club, who is about to complete 20 years at the organisation. By Suraj Ramnath

ipin Pandit, chief operating Every two years, the committee officer (COO), The changes. The ‘continuity factor’ at BAdvertising Club, is a man of the Ad Club secretariat wasn’t there. several talents. Apart from organising They used to have some military industry events like the Goafest, colonels, I don’t know why! I Effies, Emvies or Marquees, the man think they came and went just as also finds time to sing on stage with the committee changed. As a result, his band ‘Khumaar’, is a mimicry there was no proper concentration artiste, and has also written a coffee on procurement of documents. So, table book titled ‘Khumaar’ in 2013. I got the Charity Commissioner’s What’s it like to be in-charge of certificate, Society Registration something this notorious year after certificate... there was also the Shops year, especially when the debates and and Establishment licence.” discussions around the very existence He tells afaqs! Reporter that back of said something only get hotter then the Ad Club wasn’t known to be every year? We’re referring to awards, strong on the IT front, something he of course – the thing the industry was in a position to fix, given his IT has had a bitter-sweet, love-hate background. “I got emails and other relationship with for years now. In a things in place and computerised 2014 interview with us, Pandit spoke everything including the judging about awards and scams; read it here. process. Today, I can proudly say the years. “Initially the pain point was well at a particular event, will back A look at Pandit’s journey so far. that we are strong on the automation - the entire process was manual and out of it? They’ve just taken a break Pandit who joined The Ad Club on front,” he says. therefore, time consuming. Today for a year. Next year you will see March 1, 1998, is about to complete Talking about his workplace the process is less cumbersome.” Mullen Lowe Lintas Group come his 20 years at the organisation. How challenges, Pandit says, “I have always But some things never change: “One again in big numbers, with their did he land up at the club in the first had 16 bosses and I haven’t worked very irritating thing can - people who usual enthusiasm. We have to respect place? Pandit, who, after completing under anybody who is below the level have confirmed to judge may back the fact that they have taken a break M.Com Part I studied three years of CEO, MD or CMO. The format out at the last minute.” from all awards...” of Law from Mumbai University, at the Ad Club is such that there are Do the regular bouts of If it were up to him, he wouldn’t let was always interested in PR, as he some very senior people involved... collective award-bashing bother a single agency stay out of the Abbies. believed he is a people’s person. and then there are committees. At a him? Interestingly, the fact that his “I want the old times back, when the So, while Pandit was well into his given point in time, I am handling outfit is discussed the way it is, is Ad Club office would be flooded job at Castrol’s IT department as a people with varied temperaments a compliment. “When you do any with people from agencies. Back then, senior executive (before which he and work styles. Besides my work, work, you get criticised as well,” he they’d wait in line to submit their worked at Baroda Rayon Corp for managing that is a challenge...” says, “One must think positively. I entries physically...” he smiles. six years as a senior executive), he Currently, the Ad Club employs don’t find any reason why people Outside The Ad Club, how has decided to pursue a Diploma course seven people, including Pandit. The should criticise something that doesn’t Pandit managed to find time for his in Advertising and PR, in the hope of team typically gets three to four have substance. If you have substance, passion for singing and music? He getting an internal transfer within the students on board during award people will talk about you. To use a says, “My bosses at the Ad Club have company. But once he completed his season to help out with the work load. ‘Bambaiya’ word, if you are a ‘lukha’, been very supportive. They encourage course, there wasn’t any vacancy; he me to pursue my talents…” moved on from the firm ending his After spending two decades at the Ad Club, His tryst with the stage began during 10 year stint there. Fortunately, for Bipin Pandit is well placed to talk about how his Castrol days; he used to compère him, The Ad Club had an opening shows for companies like Larsen & in 1998. things have changed over the years. Turbo and other prominent banners. Talking about the shift from Underscoring the importance of people won’t even look at you.” “I have been performing for the last Castrol to The Ad Club, Pandit planning ahead of time, Pandit says, About agency boycotts, of which 30 years,” he reminds, admitting that tells afaqs! Reporter, “From a “The industry is such that any event there have been several in the recent is difficult but important to find time multinational to an Ad Club could very well end up being your last past, he adds, “It is a decision that an for ones passions. “At the Ad Club, somewhere I was quite sure I would event! You plan the entire show and agency takes and you have to respect my entire year is gone because there do well. Organising skills were make a small mistake there are people it. Our job is to move on and think are big properties – we prepare for also there with me. I had organised to blame you. One can’t stop them about how bets we can make our the Abbies for three months, Effies musical nights for Castrol as well. from bashing us. Every agency that product big...” for three months, Emvies for three So, I knew for sure that I would be wins is a happy lot. If the same agency Mullen Lowe Lintas Group, months and then the Marquees...” doing a decent job. That’s the reason loses, they will say something against ‘Agency of the Year’ at the Effies What next for Pandit? He is keen I came to Ad Club.” you. So mentally you have to be in 2015 and 2016, didn’t participate to take his act overseas. “I want to go Remembering the challenges prepared for all these things and must this time around at the Effies 2018. abroad and perform. And I won’t mind he faced in the initial days, Pandit be able to take criticism positively...” On the subject, Pandit says, “It is doing a stint as an actor in a television says, “When I came to Ad Club, the After spending two decades at the common knowledge that they have serial,” he declares, sounding every bit statutory documentation which is Ad Club, Pandit is well placed to talk done extremely well at the Effies. the performer he is. n required for the club, wasn’t there. about how things have changed over Which agency that is doing extremely [email protected]

24 afaqs! Reporter, February 16-28, 2 0 1 8 Which will be India's Buzziest Brand

2018? 2017

2016

2015

2013-2014

2012

2010-2011

2006-2009 l

CHAITANYA CHUNDURI From ‘Storytelling’ to ‘Storyliving’ A peek into the possibilities of making your ads more immersive with augmented and virtual reality. By Ashwini Gangal

t the recently held convention years, Chunduri explains. computing’,” he says, painting a across newer touchpoints, channels,” Vdonxt Asia, Chaitanya The real breakthrough, Chunduri picture for the audience: with reality He brought up Google’s recently AChunduri, country lead, reminds, took place in the ’90s, with as we know it at one end of the launched AR Stickers in this context. India, AR (augmented reality)/VR the advent of graphical user interface. spectrum, computer-generated reality He pointed out that the reach (virtual reality), Google, spoke about As more layers of abstraction were (virtual reality) on the other end, and of formats like AR and VR are, by the world of immersive media that peeled away, computers made their digital artifacts/digital information definition, same as the reach of awaits brands. way into our homes. A decade later, (augmented reality) in-between. smartphones, YouTube and mobile Google’s Chunduri, says, “When computers found a new home – our Google Expeditions, a virtual reality internet. For example, a piece of sound is directional, when there’s palms, as the smartphone revolution teaching tool is an example of this. content on YouTube could be viewed imagery that surrounds you, and took over. “Today, more than Applying this to the world in 360 without the need for a head when there’s head motion tracking 300 million Indians, who use this of media, Chunduri explains that device/hardware gear. Google calls that’s done really well, you achieve computing for practically every single immersive media ads drive deeper this ‘Magic Window Experience’. ‘immersion’. It’s a very powerful purpose in life, take this computing engagement with the audience. Here he spoke about Google’s piece of experience. So powerful, it WebVR that allows creators to upload can even lead to a subconscious shift The real breakthrough, Chaitanya Chunduri their content and share it using a in your point of view. And when your single URL that can be experienced brain starts believing in this new point reminds, took place in the ’90s, with the across devices. When it comes to of view, you achieve ‘presence’.” advent of graphical user interface. Google’s VR tool Cardboard, India “We believe the closer we get to is the second largest market in the interacting with computers, like we for granted,” he says, before posing Talking about moving from world (parameter: app installs). would intuitively interact among few thought-provoking questions. ‘storytelling’ to ‘storyliving’, he Another device he spoke about is ourselves, the more powerful the What if, instead of having to stare says, “Growth in media options the Daydream Viewer (for premium experience would become,” he says at our screens constantly, we were is inversely proportionate to mobile VR that affords long duration going on to explain the arc of the to hold our heads up in the real and consumers’ attention span. For media immersion in content). human-computer interface. Say, virtual worlds around us? What if to be effective, it has to be immersive. In conclusion, Chunduri summed humanity was at one end of the we could interact with things just by That’s where formats like AR and VR up, “There’s going to be some great equation and computers, at the looking at them? What if computing (say, 360 degree ads or immersive content coming up in this space. If other. Each time we saw a layer of was woven seamlessly into the media display ads) can help,” he says, you have compelling creative vision, abstraction being removed between environment all around us? “We “Better immersion leads to better access to talent, IP and distribution, the two, we’d step that much closer believe this is the next inevitable step engagement, which leads to better we (Google) can help in terms of to interacting with computers. And along the arc of computing interfaces. brand output... and eventually higher hardware and software.” n that’s what has happened over the At Google, we call it ‘immersive sales. It could bring a brand alive [email protected]

26 afaqs! Reporter, February 16-28, 2 0 1 8 l ROSHAN ABBAS Simple, But it Works Roshan Abbas refers to Kommune, his collective of artistes. By Sankalp Dikshit he strangest part is that the known and unknown faces to narrate simplest of things end up stories which he labels as the “simplest Tworking,” is how Roshan form of communication”. Abbas sums up his Mumbai-based “The only thing that we added collective of artistes, ‘Kommune’ to this live storytelling platform at vdonxt asia, the recently held was a video camera. We started convention on the business of online shooting these people and putting video. up these eight to nine-minute-long Three years back, Abbas along with videos on Facebook and YouTube. Gaurav Kapoor and Ankur Tewari, That’s how we created this place toyed with the idea of creating a called Kommune,” informed Abbas. platform for performing arts and Interestingly, the team started ended up setting up a venture which shooting some of the earlier sessions takes live performances to the masses on mobile-phones. As the videos through digital videos. At the session quickly travelled across the country titled, ‘The art of storytelling’, Abbas and gained popularity, Abbas realised said that the hypothesis behind the benefits of content-digitisation, “There was this one camera and him,” They pay `250-300 per person and Kommune is live art, addressing due to which one could create content said Abbas, “Again, the whole idea we normally end up getting 50-100 emotional dyslexia created by the for no cost at all. is that you can create content very people. In an evening, when you “outsourcing of the brain” to mobile Abbas shared, “We brought a small simply, as long as you can create the end up getting `25,000-50,000, it is phones. mic and camera and started travelling. tribe which wants to consume it. It’s enough to cover the cost of creation.” He said, “Creating a performance We went to SIMC and over there we very important to find your tribe. If Kommune enjoys a following of is one thing, but putting it up is totally did a session of storytelling with a you are a cyclist and you can put up 1,70,000 people on YouTube and different. It means getting licenses, bunch of students. When we finished videos of cycling, you will find your Abbas asserted that it is all “organic”. gathering audiences and finding a the session, we had 10 new storytellers audience!” He added, “I am not a marketer who venue.” Abbas and team found several from that room. Two of whom then Speaking about monetisation, is looking for a million likes. I am a “Bohemian venues” in Mumbai went on to become regular storytellers Abbas said that it doesn’t come from creator who is looking for a hundred- where the live shows could take place with us.” YouTube subscriptions or ads which thousand people who will genuinely free of cost. However, the task was to He then introduced Hussain play in between videos. He said, “Our ‘like’ that content and when they do, attract audiences. Abbas shared, “After Haidry who presented a piece titled, monetisation actually comes from a they appreciate what we do.” 20 years of television experience, I ‘Hindustani Musalman’ to the live live audience which gathers for these Abbas concluded the session with knew that ultimately it’s the name audience. Haidry, who once handled events. So, there is a way of reverse- this question: “How many of you that sells. So, I got a bunch of our the finances of a Kolkata-based firm, monetising your content as well. think that this (Kommune) could friends who are in the performing arts now works as a poet in Mumbai and We get about a hundred people who be created into a subscription-based and are very well known as television has penned down the lyrics of the come for what we call the Kommune service?” The audience responded in personalities, theatre artistes and daily recently released film ‘Mukkabaaz’. workshops which we do for corporate the affirmative... n soap actors.” Abbas utilised a mix of But his journey started at Kommune. clients and also for general people. [email protected]

CREATIVELAND PICTURES everything that goes behind creating and being a part of one of the world’s largest religious festivals. We are in the process of capturing and creating Making a Debut more such unique and engaging content such as this.” ‘The Legend of Jagannath’ now on Netflix. By News Bureau Sajan Raj Kurup, founder and creative chairman, Creativeland Asia he Legend of Jagannath’, a documentary Puri, Odisha. Hosted by actor Rajeev Group, adds, “Creating high-quality and produced by Creativeland Pictures, the Khandelwal, the documentary takes a refreshingly different content has always Tentertainment division of the Creativeland behind-the-scenes approach of the holy been in the DNA of Creativeland. I Asia Group, for the National Geographic channel, pilgrimage capturing the ceremonies, am delighted to see work from is now available on Netflix. Directed by Sajiv colours and the essence of the festival. Creativeland Pictures debut on Netflix. Kurup, executive director, Creativeland Asia Speaking about the initiative, Kurup We are ramping up our creative content Sajan Raj Kurup: Group, ‘The Legend of Jagannath’ presents a says in a press statement, “We’re production capabilities and are excited going digital comprehensive story of the famous Ratha extremely happy that ‘The Legend of at the prospect of creating more such Yatra - Festival of Chariots, associated with Jagannath’ is now available to a wider audience content for a wider audience.” n Lord Jagannath, which takes place annually in through Netflix. It’s a documentary that captures [email protected]

afaqs! Reporter, February 16-28, 2 0 1 8 27 oee New campaigns across television, print, out-of-home and digital media. VIDEOS

AMBUJA CEMENT HEINEKEN GOIBIBO CADBURY Ambuja Cement has come up with a long- The ad film takes the comic route to make Goibibo has come up with a new ad Cadbury has released a new video for its form video titled, ‘Chhatein’. Gulzar has done a case against the country’s most loved featuring Bollywood actress Deepika chocolate brand, ‘Dairy Milk Silk’. The ad the voice-over for the film while the branding professional degree, Engineering. The campaign Padukone. In the ad, Padukone is seen goes with the tag-line: ‘This Valentine’s Day, element is visible only towards the very end. titled ‘Open Your World’, is a global one. as a cop. #PopYourHeartOut and Say it with Silk.’ Creative Agency: Triton Communications Creative Agency: Publicis India Creative Agency: Publicis Capital Creative Agency: Ogilvy and Mather

BOOKMYSHOW BRITANNIA GOOD DAY IDEA ACKO GENERAL BookMyShow’s new ad revolves around Confectionery brand, Britannia Good Day Idea has come up with a new ad film in INSURANCE Sanjay Leela Bhansali’s recent film, has released a new ad film. The ad is order to promote its TV and movie app. Brand’s short new ad features comic ‘Padmaavat’. The ad makes a pun out of titled, ‘The Great International Family The ad is titled, ‘Ab no Ajnabee with Idea artist Tanmay Bhatt and goes with the the controversy surrounding the film’s Holiday’ 4G’. tag-line, ‘acko — the new age insurance’. release. Creative Agency: BBDO Creative Agency: BBH

DORITOS LUX VENUS WILD STONE TOYOTA MOTOR American flavoured tortilla chips Innerwear brand, Lux Venus’s new ad Wild Stone has released another ad in the This minute-long ad film follows the journey brand’s Super Bowl commercial features features brand ambassador Amitabh ‘Kunal’ series. The ad which is titled, ‘Kunal of Lauren Woolstencroft, who beat the odds ‘Game of Thrones’ star Peter Dinklage. Bachchan, where the veteran actor plays is back’ features the same set of actors as to win eight Paralympic gold medals. The ad uses ‘#SPITFIRE’ as the campaign the role of a barber in the short ad film. seen in the previous ad in this series. Creative Agency: Saatchi & Saatchi and hashtag. Creative Agency: Soho Square Creative Agency: Soho Square Dentsu PRINT FACEBOOK TRIANGLE MCCAFE Facebook’s new print ad Coffee-house-style DESIGN titled, ‘Find Your Kind Of food and beverage People’ portrays Indian STUDIO chain, McCafe has women bikers. The brand’s Bhopal based agency, released a new logo and tagline are also Triangle Enterprises print ad which mentioned in the ad. has crafted the new print ad for Triangle Design Studio. is crafted by the The ad makes a case against the stigma associated with Colombia-based sanitary pads. agency, DDB.

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

28 afaqs! Reporter, February 16-28, 2 0 1 8 o

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Ability to Location: New Delhi copy for all kinds of marketing Cinema 4D (modelling, texturing, turnaround work quickly will be a Email: admin@ collateral, proof check; work on lighting and rendering). big advantage. foundationadvertising.com new business pitches; should be Exp: 3 to 4 years Exp: 0 to 2 years ...... comfortable with both long and Location: Hyderabad Location: Mumbai short copy. Email: [email protected] Email: [email protected] Post: Manager, Client Servicing Exp: 2 to 3 years ...... Company: Creative Inc. Location: Mumbai Profile: Client servicing for top Email: [email protected] Post: DTP Operator Post: Art Director brands; Creative briefing and ...... Company: Paarambi Company: Twohmp project management, brand Communications Communications Pvt Ltd strategies. 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Natural flair for research Email: [email protected], ...... and imparting the concept of life on the subject that culminates into [email protected] in them by creating an illusion of appropriate concepts. Excellent ...... Post: Deputy General Manager movement. The candidate should presentation skills preferred. Company: Vritti Solutions Ltd perform the duties of designing Exp: 3 to 5 years Post: Copy Writer Profile: The candidate should be both 2D and 3D images. Location: Mumbai Company: Pentagon Advertising & responsible for corporate sales; Exp: 2 to 4 years Email: [email protected] Marketing Solutions worked with corporate clients and Location: Ahmedabad ...... Profile: Looking for a cool agencies; experience in corporate Email: [email protected] enthusiast person with a passion media sales will be preferred; Post: Copy Writer – Digital for writing. S/he should be able to knowledge about corporate clients Company: Associated Advertising churn out fresh, clutter breaking, media planning, buying & clients Pvt Ltd insightful creative ideas that would service. Profile: The incumbent will be easily shape into campaigns across Exp: 10 to 12 years working closely with account, all the medias (print, outdoor, TV, Location: Malad (W), Mumbai EVEN GOOD CAN! strategy and art teams; the right radio, digital, etc). Email: [email protected] GET BETTER candidate will be a big idea thinker, Exp: 2 to 4 years ...... storyteller. Location: Pune Exp: 3 to 5 years Email: [email protected] Post: Sr Manager - Digital Media Location: Hyderabad ...... Buying & Planning - Media Email: [email protected] Company: IdeateLabs TO ADVERTISE, CONTACT: ...... 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afaqs! Reporter, February 16-28, 2 0 1 8 29 people

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

MARKETING ADVERTISING

Thomas Cook the operations in Southeast Asian region, which Ogilvy Mumbai Thomas Cook (India), he took over recently. Randhawa has worked at Ogilvy Mumbai an integrated travel and Bacardi for more than a decade in diverse roles such has appointed travel related financial as financial director for India operations, managing Abhik Santara services company, has director for the Philippines. as head of office, appointed of Deepesh Ogilvy Mumbai, Varma as head of Hero Cycles and VR Rajesh sales and relationship Hero Cycles appointed as managing management for its Rohit Gothi as its partner. As foreign exchange chief executive officer part of their business. Varma will be (CEO). Gothi joins responsibilities, based in Mumbai. Varma DEEPESH VARMA Hero Cycles after a four- they will also brings with him 15 years year stint at Hindustan oversee growth ABHIK SANTARA of experience across multiple lines of businesses Coca-Cola Beverages of the agency’s and functions. He has been associated with Thomas (the largest bottling Kolkata office. Cook India for about five years, beginning with the partner of the Coca- Santara started e-business team, where his primary role was to set Cola company in India) his career in up call centre opportunities. where he was working Delhi and as executive director, ROHIT GOTHI worked with GoAir market operations. Gothi JWT before GoAir has appointed will be responsible for spearheading the planning, moving on to Jyri Strandman as chief development and execution of the company’s long- lead offices for operating officer (COO). term strategy. Gothi has 25 years of experience. Rediffusion He will report to Jeh He began his career with Shalimar Paints, and has Y&R and the Wadia, managing director successfully held key positions in large conglomerates Lowe Lintas (MD) - GoAir, and be such as Marico, Lornamed and Bharti Airtel. Group. He VR RAJESH a part of the airline’s managed a range core management Dabur of brands in his time with these companies, team. Strandman will Mohit Malhotra, who is including Nokia, Pepsi, Airtel, Adidas, be responsible for currently chief executive Dabur and LG. He joined Ogilvy Mumbai strengthening GoAir’s officer (CEO) of Dabur a few years ago, and leads the business operational functions JYRI STRANDMAN International (a wholly- relationships across Unilever Beverages, of flight operations, owned subsidiary of Bajaj Auto and Marico and, along with the engineering, airport, security and airside operations Dabur India), has been Mumbai EXCO, will now focus on driving (ASA), flight safety, inflight services (IFS) and appointed as CEO the office forward. integrated operations control center (IOCC). of the India business VR Rajesh joined the company 15 years for Dabur. Krishan ago. In his long career with Ogilvy, VR Dream11’s Kumar Chutani, who Rajesh has worked across a range of clients Sports Gaming platform, is presently executive and brands including Asian Paints, Tata Dream11 has appointed director of consumer MOHIT MALHOTRA Sky, ITC, Unilever Beverages and Star Vikrant Mudaliar as care business in Dabur Plus. the chief marketing India, shall move to Dabur International as its CEO. officer. Mudaliar will be According to a statement issued by the company, Leo Burnett India responsible for driving both Malhotra and Chutani will report to Dabur Leo Burnett Dream11’s marketing India’s CEO Sunil Duggal. The appointment will India has and brand strategy and be effective from April 1, 2018. appointed further strengthening its Pranav Harihar leadership position in IndiGo Sharma as the online sports gaming IndiGo has appointed executive industry. He will be VIKRANT MUDALIAR Wolfgang Prock-Schauer creative director based in Mumbai and as the chief operating (ECD). Sharma will report to Harsh Jain, CEO, Dream11. Mudaliar officer, subject to will report to comes with an experience of 17 years. Previously, he regulatory approvals. In Rajdeepak Das, was with Yatra.com as the chief marketing officer. his role, Prock-Schauer chief creative will be responsible for officer (CCO), PRANAV HARIHAR SHARMA Bacardi operational aspects of Leo Burnett, Global spirits company Bacardi has elevated Vijay S. IndiGo such as flight South Asia, and will be based in the Subramaniam as its new managing director for Asia operations, maintenance Mumbai office. His last stint was at Pacific, Middle East and Africa (AMEA). Effective and engineering and Rediffusion Y&R where he was the ECD immediately, Subramaniam, 49, will be responsible inflight services directly WOLFGANG PROCK-SCHAUER for West and North. In a career spanning for leading commercial operations in the region for as well as airport over 18 years, Sharma has worked across the company’s portfolio of premium spirits. The operations and operations control centre. He will several agencies such as DDB Mudra, J. company also announced that Sanjit Randhawa be reporting to Aditya Ghosh, president and whole- Walter Thompson, Linen Lintas and Grey would be the managing director of India along with time director, IndiGo and will be based in India. Worldwide, in addition to three stints at Rediffusion Y&R.

30 afaqs! Reporter, February 16-28, 2 0 1 8 ` 1,800 (+ tax@12%)

` 3,120 (+ tax@12%)

*Prices indicated above are exclusive of applicable taxes (@12%)

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