The Winning Card Media Companies Are Trading Their Inventory for Equity

Rs 40 THE

January 16-31, 2009 The fortnightly from www.thebrandreporter.com 26

Media companies are trading their inventory for equity in companies big and small. How large will media-for-equity get?

PLUS 34 36 30 OOH 8 Saying it with Style 12 CYBER CAFES Desktop Potential 22 HONDA The Ultimate Stunner 24 PRINT PROFILE COFFEE CHAINS BIDAAI Battle for Bengaluru 25 Maheshwer Peri Ad-less Show The Winning Card ADVERTISING All set to tap the knowledge How a Rs 1,000-crore business The serial that helped STAR Tackling the Slowdown 40 market with Pathfinder. grew without mass advertising. stay at the top.

EDITORIAL

The fortnightly from afaqs! This fortnight... Volume IV, Issue 12 What a difference just 10 years can make to a business that is more than 100 years old. EDITOR Sreekant Khandekar 1999: print was regarded in the West as a solid, dependable – if slightly boring - business with a steady revenue stream; in India, it still had to emerge from its local cocoon and excit- PUBLISHER ed no one except publishers themselves. Prasanna Singh

2009: newspapers are gasping for breath in the West whereas in India, publish- EXECUTIVE EDITOR ing companies are raring to go. It’s not just about circulation: the West seems M Venkatesh exhausted by its troubles whereas in India, there is an anything-goes attitude. No Deputy Editor business idea is too outrageous to consider. Sanjay Gupta The difference between the two is optimism about the future. CREATIVE CONSULTANTS That is possibly one explanation why an exceptional idea such as ‘private PealiDezine treaties’ was born in India and not in the West. The idea of ‘private treaties’, creat- LAYOUT ed by Bennett, Coleman & Co Ltd (BCCL), publisher of The Times of India, is Vinay Dominic this: help high-growth entrepreneurs grow brands by giving advertising support and LOGISTICS take equity in return. Rajesh Kanwal The cover report in this issue is the most detailed look yet at the phenomenon of ADVERTISING ENQUIRIES private treaties. Hansika Koli We have chosen to look at it now because, following the lead of BCCL, which Noida: (0120) 4077834 has invested in more than 200 enterprises, a number of major media companies 4077837 Gaurav Prabhu have dipped their toes in the business. Last fortnight, afaqs!, The Brand Reporter’s Mumbai: (022) 40429702-5 sister brand, also reported an attempt to launch Morpheus, a Rs 900-crore media [email protected] equity fund, which will try to arm mid-sized companies with advertising space. GroupM’s media agency Maxus is advising Morpheus. Marketing Office B-3, First floor, Sector-4, Is private treaties a fashion that will go away or does it mark a big shift in the nature of Noida-201301. media companies and the way they operate? Read inside to find out. Tel: (0120) 4077800. Mumbai 39, A to Z (Industrial ) Premises Co-op Soc Ltd, Lower Parel, Mumbai - 400013. Sreekant Khandekar Tel: (022) 40429701-5.

Subscription Enquiries Sakshi Kohli be utopian but the execution is done Tel: (0120) 4077837 LETTERS so brilliantly that it makes me feel all [email protected] this might be possible someday. Shikha Sharma Registered Office Unique Spoof Ghaziabad Banyan Netfaqs Pvt Ltd, 494, The piece on makemytrip.com Mandakini Enclave, Alaknanda, spoofing Ghajini with its viral What Guidance? New Delhi 110 019. ©2004 ‘Gajodhar’, to promote oktatabye- This has reference to the story on Banyan Netfaqs Pvt Ltd, all rights bye.com, was quite unique. It’s government guidelines for news reserved throughout the world. encouraging to see Indian creative channels. It took an event of the scale Reproduction in any manner without minds making the best out of things of 26/11 for the so-called guidelines permission is prohibited. Printed and in fashion and news, to leverage their to be issued. However, in the dog- published by Sreekant Khandekar on brands. An illustrious international eat-dog media world, it would be behalf of Banyan Netfaqs Pvt Ltd at example being Wonderbra spoofing interesting to see how much strain 7-A/13, Ch. Ratan Singh Complex, the award-winning Cadbury ‘Gorilla’ the ‘leash’ can take when similar Jawala Heri Market, Paschim Vihar, ad to promote itself. Learning from Ghajini future events unfold. Media houses New Delhi-110 063. Kusumasab The marketing of Ghajini story indeed got away by saying that since there Printed at Paras Offset Pvt. Ltd., Kolkata reveals how big the showbiz is getting were no rules, we broke none. Of C-176, Naraina Industrial Area, with each mega release. The estab- course, self-restraint and common Phase I, New Delhi 110 028. Inspiring Idea lishment of multiplexes, presence of sense were forgotton in the battle for Exclusive distributors in India: This is regarding the story on the multiple media organisations and eyeballs. Now that there are rules, India Book House Pvt. Ltd. recent Idea TVC ad. Though I innumerable marketing gimmicks have surely some smart person would be New Delhi: (011) 23313014/5, understand what Raghu Bhat of meant that the public just can’t ignore looking for loopholes. Mumbai: (022) 24925651, Contract Advertising means by say- a big-budget film. It’s quite another Chand Nawab Kolkata: (033) 22498096, ing that the general mood in the matter that marketing or hype cannot Jaisalmer Bangalore: (080) 22261305, country is full of cynicism towards change the fortunes of a third-rate Chennai: (044) 28275217 our politicians, I must say these social movie. theme ads do instil a feel-good factor Arvind Jagdale Cover Illustration in viewers like me. The idea propa- Mumbai Readers can mail their feedback to Google gated by the telecom company might [email protected]

The Brand Reporter, January 16-31, 2 0 0 9 5 MAGICBRICKS.COM NEWSBULLETIN Golden Opportunity Sponsored by

Bookmyshow.com> India’s largest online entertainment ticketing service provider announced an alliance with I-mint for the first ever l-mint customer reward programme. This first-of-its-kind ‘Earn and Burn’ initiative offers entertainment buffs the chance to earn loyalty points on their I-mint cards when booking tickets for movies and plays.

The automobile Hyundai Motor> Following the giant launches phenomenal success of the i10, Hyundai Motor India launched its latest model – i20, a premium the i20, a premium compact car for its compact car. discerning Indian customers. Focussed on being fuel-efficient, the Hyundai i20 comes with a 1.2 litre, Kappa, DOHC petrol engine with a max power of 80PS@5200 rpm. Similar to its predecessor the i10, the i20 will be manufactured exclusively in bout 87 per cent potential real BrixResearch surveys are aimed at India at Hyundai Motor India's Chennai plant. estate buyers see a slow drawing out recent trends in the real MARKETING Amarket as an opportunity to estate market so that our users can be Tata Teleservices> Taking the first-mover position in the buy their dream home at discounted served with the latest updated VoiceSMS space, Tata Teleservices recently unveiled its unique prices. Just 13 per cent of the information to aid their decision VoiceSMS service. The new service will allow all Tata Indicom respondents feel otherwise. These making process.” subscribers nationwide to send VoiceSMSes directly from their were the results of an online survey Respondents welcomed measures stored contacts in the phonebook, cutting out the need to conducted by Brix Research, the such as differential home loan remember any number and key in long and complicated Knowledge Centre of interest rates for budget homes. The numbers. MagicBricks.com – a survey by Brix leading property Research revealed that Movies and More Excel> In an effort to go pan-India, the movie retail arm of portal, promoted by market revival will have 40 Mumbai-based Excel Productions Audio Visuals, Movies and Times Business measures such as a cut More, plans to have 40 outlets across the country in the next The survey outlets across the one year. With 10 Movies and More outlets in Mumbai Solutions Limited. in home loan interest country in the Conducted to assessed“ the rates do prompt users currently, the company plans to expand its footprint by setting assess the impact of to consider buying next one year. up 30 more outlets across the country by year-end. As part of impact of the plan, the company is targeting metros. lowering home loan property. The interest rates on lowering home participants of this Meridian Mobile> Meridian mobile has affordable housing, survey belonged to loan rates on launched three new models under the Fly brand, respondents from affordable varied social and Fly V 120, V 110 and SL 120 at the beginning of metros such as economic the year in the Indian market. Fly V120 and Bengaluru, Kolkata, housing. backgrounds. About V110 are the latest additions to the � Victory� Delhi NCR, Mumbai, 40 per cent of series range and SL 120 to the � SLIM� series Hyderabad and respondents were in range. Fly phones are designed by the Chennai as well as the age group of 20-30 company’s R&D in France. smaller cities such as years while another Kanpur, Ahmedabad, ” 38.2 per cent belonged The online travel OkTataByeBye.com> The online travel Nagpur, Mysore, to the 30-40 age group. community community launched an innovative comparison widget for Jamnagar and Haridwar participated. Of the respondents, about 57 per hotel bookings. With this application users can compare hotel Some responses also came from cent said that they had purchased empowers its rates across multiple travel websites and then book directly overseas Indians in Oman and the property or owned property. The users with a on the site. Also, users are provided with contact numbers to US. remaining 43 per cent did not own comparision call agents/ hotels directly, or can request rates from hotels Explains Naveen Luthra, vice- any property. About 52 per cent widget. via e-mail. The feedback from active members helps a president and Business Head, respondents said they could spend traveller in booking a hotel at the best available price. MagicBricks.com, “As the leading between Rs 10-30 lakh to purchase a property portal of India, we house. Another 30.5 per cent said Reliance Digital> The consumer durables and endeavour to offer value to our that they could spend anything information technology arm of Reliance Retail, announced a users and clients. Our between Rs 30 and 60 lakh for this. tie-up with REVA Electric Car Company (RECC), manufacturer of India’s first electric car, for retailing the latter’s electric QUOTE OF THE FORTNIGHT cars through Reliance Digital outlets across the country. The company will retail REVA through its digital stores in ‘‘It (the hybrid car) will be a Hyderabad and Delhi NCR in the initial phase. niche success, but it will still EVENT>India International Leather Fair (IILF) take time to convince most 2009 will showcase the latest leather products and accessories. The 24th annual meet is being car users that a hybrid makes organised to provide an interactive platform for economic sense.’’ global manufacturers and exporters including national players. The event will be held from January PAWAN GOENKA, CEO, MAHINDRA AUTOMOTIVE, ON SALE PROSPECTS OF 31 to February 3, 2009 at Chennai Trade Centre, HYBRID CARS IN INDIA, IN BUSINESS TODAY. Chennai, India.

6 The Brand Reporter, January 16-31, 2 0 0 9

RADIO CITY NEWSBULLETIN Weekend Getaways Sponsored by scaping hectic city life and big property for Alto to associate taking time off from work is with its core DNA and punchline of essential, though not many Let’s Go. Further, to make it E South Asia FM> KAL Radio’s South Asia FM Karnataka take up the challenge on the pretext interactive and get the listeners a plans to host the Kalaa Awards 2009 to felicitate the best in the of daily chores. recommendation, the RJs hosting Kannada film music industry. KAL Radio is promoted by Sun For those, who remain stuck in the show will ask for volunteers to Network. To be held on January 24, there are no nominations their routines, however, help is at share their experiences on air and for the awards. Instead, listeners from Bengaluru, Mangalore, hand. Radio City, in a tie-up with give their approvals for those Mysore and Gulbarga will vote through SMS for various Maruti Suzuki Alto, is running a 26- considering visiting the place. categories, which include Best Music Composer, Best Lyricist, week activity, called Alto Let’s Go B Vivek, assistant general Best Female Singer, Best Male Singer and Best Song of 2008. Weekend, to get its listeners out of manager, marketing, Maruti Suzuki MEDIA their regular lives and drive off. It is India, says, “Alto being a fuel Compact Disc Compact Disc India> Integrated offering tips on destinations to efficient car, you can drive it for as India will invest media and entertainment company, escape to and asking long as you want to and Compact Disc India will invest Rs 309 listeners to relate their wherever you want to. Rs 309 crore for crore for animation feature film and multi experiences to The idea is to encourage animation feature platform gaming. Further, the company has also received encourage others to take Alto’s spontane-ity and relate film and multi approval from its board for an expenditure of Rs 92.70 crore to the road. punchline,“ efficiency with going off platform gaming. for gaming development and publishing project. The board “Alto’s punchline – to weekend also approved the proposal to set-up a gaming development Let’s Go – fits in Let’s Go, fits in destinations.” and publishing studio in the National Capital Region. seamlessly to encourage seamlessly to The idea for this our listeners to take up encourage our activity was drawn up to Times Group> The Times of India and The Economic Times the challenge,” says carry forward the are increasing their cover price by 50 paise in some markets. Ashit Kukian, executive listeners to relationship between According to Rahul Kansal, brand director, The Times of India vice-president and take up the Maruti Suzuki and the increase is not being done to raise money, but to prevent national head, sales, Radio City as the car people from buying it for the sake of raddi (waste paper). The Radio City. The activity challenge. maker is a regular price of newsprint has come down from $950 to $800 per is strategically aired for advertiser on the tonne, but the decline has had little impact as rupee has an hour on Friday channel. “The radio weakened against the dollar. Meanwhile, the waste newspaper mornings. activity also marks price has gone up from Rs 8,000 to Rs 12,000 a tonne. During the Alto’s venture into a programme, Alto ” new and upcoming Tata Sky has Tata Sky> The DTH service Let’s Go approach to brand introduced provider has introduced a Weekend, the building: geography-specific advertising radio jockeys content-driven geography- platform. Through this initiative, Tata Sky is working on (RJs) in six cities – communication specific enhancing interactive advertising. Under the service, Tata Sky Delhi, Mumbai, Bengaluru, where the advertising. users will be sent alerts, which will be flashed on their TV Hyderabad, Chennai and Pune – essence of the brand is screens. The message will direct the customers where to go in will focus on a destination for the integrated into content that is order to view the promotion. Interested customers will have weekend. R Venkatasubramanian, genui nely beneficial to consumers’ the option of watching the brand promotion by clicking a button vice-president, Lintas Media Group, life,” says Vivek. on their Tata Sky remote. the AoR for Maruti, says, “The show “We want to create a property on will highlight the whole nine yards air and we have worked extensively STAR World> The channel has donned a new, global look. of the travel plan. Which means in terms of zeroing in on locations The new brand identity has been launched worldwide with an details about the place/destination, and getting expert views on the issue. on-air campaign called Reface. As part of the campaign, the how to reach that place, the distinct We hope to come up with more ideas channel unveiled its new logo, graphics and promo spots. Ink features/virtues of the destination to push forward future initiatives,” Project in Australia was commissioned for the design concept and shoot, and the footage was then passed on to STAR’s and the kind of food available. adds Kukian. design and animation team in Hong Kong, which handled all the Essentially, whatever will make a Across the week, Radio City will post-production and special effects work. weekend getaway more memorable run promos which will talk about and exciting.” this theme and also put in place pre- He says that over a period of time, teasers of the destination to be Shemaroo plans Shemaroo> Production and the idea is to make a travelogue of unravelled on Friday. The activity to invest around distribution house, Shemaroo destinations, which will become a ends on May 8, 2009. Entertainment plans to invest Rs 100 crore for around Rs 100 crore over the acquisition and next two years for acquisition QUOTE OF THE FORTNIGHT aggregation of and aggregation of content. This would be across the media, content. overseas rights, TV and literature. Shemaroo, which has 25 ‘‘Electronic media was being per cent market share in Hindi film home video segment, is also looking at garnering business from other segments, targeted due to the including DTH and mobile platforms. unprecedented pressure politicians and bureaucrats felt Sun Network> Singapore-based Nalanda Capital has picked up a 1.8 per cent stake in Kalanithi Maran-owned Sun for failure of the state affairs.’’ Network for a little over Rs 100 crore through an open UDAY SHANKAR, CHIEF EXECUTIVE OFFICER, STAR INDIA, ON A DEBATE market bulk deal transaction on the Bombay Stock Exchange. ON HOW MEDIA PLAYED ITS ROLE IN MUMBAI TERROR ATTACKS, IN THE Nalanda, which raised Rs 1,600 crore in 2007 to invest in DAILY NEWS & ANALYSIS. Indian companies, bought 70 lakh shares of Sun valued at Rs 145 a share from Indiabulls Financial Services.

8 The Brand Reporter, January 16-31, 2 0 0 9

BARCELONA FILM FESTIVAL NEWSBULLETIN Special Honour Sponsored by aren Multani and Hozefa Alibhai have another feather Nin their short-film cap. The Advertising Marketing Effectiveness Awards 2008> duo’s recent short film, The Waif, has JWT India is the only Indian agency to be awarded at the received a special mention at the Advertising Marketing Effectiveness Awards (AME) 2008. It Barcelona Film Festival. It has also won a gold, a silver and two finalist nominations. The been shortlisted for the Chicago Film JWT India got DeBeers Wedding Program was shortlisted in the Integrated Festival. awarded at the Marketing category and it won the gold, whereas the Red The film shows a young boy, who AME 2008. Ribbon Express (UNICEF) campaign won a silver in the is going about his day on a crowded Guerilla/Alternative Media category. street. As the film progresses, you see hand stuck on the boy’s crotch. vendors, bystanders and other people Multani made the actor in the film, Pops, Aggie and New York Festivals (NYF) 2009> KV Sridhar on the street stop what they are Vivek Sharma (who has worked for Mehta have been (Pops), NCD, Leo Burnett, Agnello Dias (Aggie), the doing and gape in shock and disgust Ogilvy in the past), wear the trousers ex-chief creative officer of JWT and Kamlesh at him, making him feel with the attached hand assigned jury duty Mehta, Sr. CD, RMG Connect have been assigned extremely uneasy. What for two weeks so that for the NYF 2009. jury duty for the New York Festivals (NYF) 2009. The everyone is staring at is he’d feel the uneasiness NYF, now in its 51st year, recognises work from all over the the chopped hand that is Though the that an abused child world in all media. stuck to the crotch of the child“ is would feel. boy’s trousers. The film took four International Advertising Association (IAA)> The A flashback sequence dressed up long months to complete Indian chapter of the International Advertising Association follows, which shows decently, in his due to unavoidable (IAA) has rescheduled the Creative Lantern Awards for January 23, 2009. Entries were called from across the ADVERTISING the boy at home, where mind, he is like circumstances. Shot in IAA reschedules his grandfather is dying. the narrow lanes of the Creative advertising fraternity. A panel of judges shortlisted five Just before he dies, the a waif, who is Mohammad Ali Road, entries. The event, which was initially to be held on November grandfather places his Mumbai, to signify the Lantern Awards. 28 in Mumbai, was called off due to the terror attacks in the extremely city. hand on the boy’s claustrophobia that an crotch. The hand vulnerable. abused child feels; every becomes a fixture on the shot in the film is a Nokia initiates Nokia>Nokia recently launched boy, as someone cuts it metaphor that bears a link Take Back, an e- a green initiative to lower the away from the old man’s to the child. The balloon damage to India’s environment. It announced a Take Back waste recycling campaign to start an e-waste recycling programme. Under body. The shot moves on vendor indicates his once programme. to one of the boy waking ” happy childhood, the TV the initiative, the company will encourage people to dispose of mobile handsets and accessories such as chargers, once up in sweat after an screens depict how media their utility is over. The initiative is valid for all brands of uneasy, disturbed sleep, has become all pervasive, mobiles. and it is left to the whether one likes it or viewer’s imaginationo t not. Sufi music plays understand whether this throughout the film, and >>ACCOUNT MOVEMENT was a dream or reality the words, too, try to >CreativeLand Asia has bagged the creative duties for that had become a Bhat: making a point describe the disturbed Cholayil brands following a multi-agency pitch that included three nightmare. mental psyche of an agencies participating in it. The size of the business is estimated Multani, who is the film’s abused child. Pankaj Awasthi is the to be Rs 10-12 crore. CreativeLand Asia will work on Medimix director, is head of the film division composer, songwriter and singer for soap and Cuticura powder and deodorants only. Grey Worldwide at McCann Erickson. Alibhai, the the film. is the incumbent agency. OMD looks after the media duties. producer, is head of the film division Why was it called The Waif? Bhat at Publicis. And Raghu Bhat, who says, “Though the child is dressed up has written the film, is executive decently, in his mind, he is like a creative director at Contract. waif, who is extremely vulnerable New TVC New AD campaigns of the fortnight Nevertheless, The Waif is an and isn’t healed of his troubles.” CADBURY BOURNVILLE independent piece of work. The Waif was shot on a shoestring The TVC opens with an American travel host moking the “The idea was to convey that an budget. In the past, Multani and notion that one has to truly earn the Bournville chocolate abused child feels like he is useless Alibhai have received accolades for before eating it – only to be taken away by a flying animal. and that everyone knows about his their other short films, such as 9 Agency: O&M violation,” says Multani, explaining Minutes to Nirvana and Newsstand in Creative Director: Abhijit Avasthi the reason for showing a chopped Heaven. Copywriter: Manoj Shetty Film Director: Kalle Production House: Acne Films QUOTE OF THE FORTNIGHT ‘‘Economic limelight has helped PEPSI The second part of the TVC continues from where the first left panellists look at work coming off. A shirtless Ranbir and the girl are caught in a compromising out of India – I don’t see the position by his beloved. Shocked Ranbir lets go off the can and the girl is overjoyed to have it in her possession. same campaign themed ‘Lead Agency: JWT Tunambia’ doing quite so well.’’ Creative Director & Copywriter: Soumitra Karnik KS CHAKRAVARTHY, NCD, DRAFTFCB+ULKA, ON INDIAN ECONOMY’S Film Director: Shashank Ghosh EFFECT ON IT’S MEDAL TALLY AT VARIOUS INTERNATIONAL AD AWARDS, IN AFAQS! Production House: Film Farm

1 0The Brand Reporter, January 16-31, 2 0 0 9

NEWSOOH SELF BRANDING - CREATIVE HIGH What the players are doing differently � Highlighting their strengths in addition to giving contact details � Using curious or subtle messages aimed at Saying It with Style potential advertisers and agencies � Redesigning logos and undergoing rebranding A contact number and owner’s name on a white background: that was all � Taking cues from traditional media for improving their image one would expect to see on a vacant hoarding. Not anymore. By Surina � Maximising impact by using multiple sites on Sayal & Rohit Nautiyal a single stretch

ather than merely giving the bare contact campaign in the offing to inform advertisers about essentials to prospective advertisers, OOH Parivartan. Rmedia owners are turning the misery of their vacant hoardings into an opportunity for self- More than Innovation branding with a little bit of creativity. t’s not only about having an interesting and Bright Outdoor Media, for instance, now has Iinnovative message on the hoarding. OOH this message: “Every day, we talk to 1,000 million players are now game for rebranding and redesign- people in every corner of India.” ing their logos as well. For instance, Alakh The game seems to be changing fast in the Advertising has invited design agencies to pitch for OOH space. Players in this segment, whether ideas for its rebranding. Symbiosis Advertising, small or big, are realising the importance of self- too, is ready to hire a design agency. branding. Take Roshan Publicity, for example. It has Another OOH player in Delhi and Uttar replaced its earlier brand identity – a yellow star Pradesh, Origins, has put up a hoarding for self- and contact number on a boring green background branding, which shows the close-up of an eye that – with a stylish starburst logo, maintaining the has a cracked cornea. The one-liner on the hoard- company’s brand colours, green and yellow. ing says, ‘Hit for sure’. The company logo, along Below the logo, the line reads, ‘Media Assets and with the contact numbers, appear at the bottom of OOH Media Solutions since 1978’. the hoarding. “Our rebrandingwas treated like a campaign in The visible changes on vacant sites are leaving itself, in which our sites underwent a change those who thought of OOH media owners as overnight,” says Junaid Kader Shaikh, director, frumpy and old-fashioned wide-eyed with wonder media solutions, Roshan Publicity. Mangesh and amusement. Borse, director, Symbiosis Advertising, reasons, Says a senior industry observer, “Traditionally, “Today, the outdoor business is no longer driven OOH companies are considered to be conserva- by media ownership alone. Media imagery is as tive. They do not believe in self-promotion or Entry of new players in the critical as media properties.” self-branding activities. But the game seems to be Better branding gives better visibility and, more changing now, especially after the entry of new OOH space is heralding a importantly, it is a good starting point for upsizing. players in this space. These players entered the fresh way of Shaikh of Roshan Publicity says that the reason market with a proper communication plan to pro- behind these initiatives is the change in the per- mote themselves, just like media owners in any self-branding. ception of this industry. “Outdoor was earlier other category, be it print or television.” looked at as a commodity, but the way we look at One obvious reason for the change, adds the DND Flyway that connects Delhi and Noida. it now is: If we can’t market ourselves well, what executive, is that many new players have come Sunder Hemrajani, managing director, Times will we do for the client?” he says. with the experience of a cross-media presence. OOH, explains that the idea is to have recall value, Another section of industry observers says that ENIL’s Times OOH came up with the interesting because on an expressway, people will view any the insecurity in the market has also made OOH message of ‘Innovate’ on its vacant hoardings, urg- advertisement only for a split second. The cam- players pull up their socks. Post-2000, the outdoor ing advertisers and agencies to use their properties paign is targeted at creative agencies, brand business has been marked by a huge growth in for- differently. On one of the creatives, a cricketer is managers and media planning agencies. mats and the number of outdoormedia vehicles. shown doing a reverse sweep, hinting at innova- Jindal Steel’s OOH division, Parivartan, too, has “That’s when they probably started feeling the tion in media. The campaign has been ideated by put up creatives on its bus shelters that reads, need for better branding,” says Borse of Symbiosis. Republic, a Mumbai-based agency. ‘Beyond Shelters...’ Another creative shows pic- Most observers of the OOH space feel that this Another interesting thing about the Innovate tures of eyeballs with the message, ‘Be Noticed is just the beginning. As Kader says, “The campaign is that the creative has been splashed on Here’. The company works with different creative redesigned logo or revamped brand image of the five consecutive Times OOH hoardings on the agencies to get the brand image right. It also has a OOH company is just one small step. This has to be taken forward with better services to clients, up-to-date reports of sites, and so on.” Borse believes that site branding and logo changes are necessary, but not sufficient. “Branding needs patience. It is not a 10-day visibility campaign,” he says. The organisation needs to do a lot more than just create a visual identity. It must ensure a professional team, demonstrate innovation initiatives and a proven networking ability. Whether the new wave of revamping OOH identities makes the necessary impact or not, what one sees now is the fight for survival and the need to stand out in the existing visual cacophony. � [email protected]

1 2The Brand Reporter, January 16-31, 2 0 0 9

NEWSTRENDS PIDILITE Craft on Display The adhesive major used the Japanese art of Origami on a hoarding to create buzz for its hobby stores. By Surina Sayal

idilite’s arts and crafts hobby store, Hobby headed by Abhijit Avasthi, executive creative direc- store offers. Ideas, recently launched an innovative cam- tor, South Asia and included Ganesh Nayak and Hobby Ideas offers a range of 2,500 products Ppaign that generated a lot of buzz in Sameer Sojwal from creative; Vivek Verma and from different countries. The products are com- Mumbai. The campaign, by Ogilvy & Mather, Bindiya Talluri from client servicing; and Imtiyaz plemented with books, videos and workshops that consisted of a teaser spread over five days that Vilatra and Mahesh Sarawate from the OOH divi- make Hobby Ideas a complete experience for ended with the unveiling of a beautiful Origami sion, Ogilvy Action. Nayak was the one who hobby enthusiasts. Currently present in Mumbai, butterfly. conceived the entire idea. Ahmedabad and Pune, the stores will soon be set Based on Origami, the Japanese art of creating Avasthi says that for Pidilite’s Hobby Ideas, the up in several other towns and cities. beautiful objects by folding paper in a series of constant brief has been to come up with creative For the butterfly campaign, a hoarding location steps, the campaign consisted of a hoarding that ideas to depict the various craft products that the at Hughes Road in upmarket South Mumbai, link-

Day 1 Day 2 Day 3 Day 4 Day 5 was designed to emulate paper. Beginning with a ing Opera House with Kemps Corner, was chosen. blank, white hoarding on day one, it was changed A hoarding location at In the past, Pidilite has used the same location to everyday for the next five days. Day two saw a fold advertise other brands such as Fevistik and Fevicol. on the hoarding, revealing the yellow-green Hughes Road, South Avasthi says that it wasn’t easy to create the colour. Day three and four again saw a fold each. Mumbai, linking Opera campaign, since it meant folding a hoarding, but Finally, on day five, the last fold revealed the cli- after a few preparatory runs and a lot of work, max - a beautiful butterfly with the message: House with Kemps O&M nailed it. The same idea may be taken to ‘Origami Kits available at Hobby Ideas’. other cities as well. � The team that worked on the campaign was Corner, was chosen. [email protected]

TATA SKY Click at Your Own Risqué The DTH provider plays a prank to promote its Actve Darshan service. By Kapil Ohri t had all the trappings of an is jolted with shock and left high adult content website – the and dry. Isexy pictures, the inviting text, Not affiliated with the more the works…only, it turned out to popular AdultFriendFinder.com, a be something else altogether. network of dating and soft porn The site in question has the self- sites, AdultDost.com is a cheeky Actve Darshan service that offers explanatory address of take on the surfing habits of a sig- DTH viewers ‘live’ darshan from www.AdultDost.com (meaning nificant number of youths in the various temples such as Shirdi Sai “adult friend”). And when the country – who arguably spend Baba, SiddhiVinayak, ISKCON and surfer clicks on it in the hope (or much of their online time surfing Kashi Vishwanath. The message fear!) of being bombarded with sex-related sites. being driven home by Tata Sky: porn, soft or otherwise, his pulse The idea behind the site Ghar pe Tata Sky lao, achhe sanskaar further starts racing as the next becomes clear in the final screen, pao (Bring home Tata Sky and screen shows a fast countdown tick- which shows a promo for Tata Sky’s imbibe good cultural habits). er announcing the promised ‘adult To spread the word about the friends’ in hundreds. So when, AdultDost.com is website and Actve Darshan, Tata finally, a hep-looking youth with a Sky has enabled users to email the goatee and a tilak on his forehead a cheeky take on URL of the site or share it with their appears, admonishing the surfer friends through social networking with the message “Dude, yeh paap the surfing habits sites or blogging platforms. � hain!” (Dude, this is sin!), the surfer of youngsters. [email protected]

14 The Brand Reporter, January 16-31, 2 0 0 9

NEWSTRENDS PRIMESITE Hoarding Woes? Get Alerted Now a real-time mobile alert service for hoardings gone haywire. By Surina Sayal

udra’s out-of-home communication More and more brands today are deadline-driv- agency, Primesite, has launched a real- en. For example, in case a mutual fund wants to Mtime digital alert service for its clients. close an offer on a specific date or an apparel Aptly called Primealert, the service entitles those store wishes to clear its stock through an clients that have registered their mobile numbers end-of-season sale, every hour can be cru- with the agency to receive SMSes in case some- cial for the brand. It’s not just feedback that thing about their hoardings goes wrong. is important, but the speed of the feedback Primealerts are uploaded via SMS on the web- as well. site, www.primesitecrm.com, and also sent out to The service is being offered without any registered mobiles. Aneil Deepak aka Andee, Digital Camera extra charge to Primesite’s existing clients. Says senior vice-president, Primesite, explains, Anurag Gupta, president, strategic initiatives, “This is feet-on-street married to technolo- Mobile Phone Mudra, “At Mudra, the entire gamut of expe- gy. The field staff work on a beat plan. riential communication has moved on to They are equipped with digicams and MONITORING the digital platform. Technology provides mobiles. Information uploaded on the OOH convenience and we feel clients should website includes photos of faulty sites.” leverage it to take faster and more scien- How is this different from other moni- tific brand decisions.” tored reports? The agency explains that A lot of groundwork was undertaken though many agencies monitor sites, the feed- Hoarding before setting up the system. For about back reaches the client only a day later. The delay three months, pilot tests were held to cre- turns the monitoring into a mere post-mortem. ate a site census and manpower was trained to Server ensure rigorous discipline and cross-checking. TYPICAL G‘OOH’F-UPS More than 50 people are working currently on Primealerts at 32 offices of the agency. The reports � Creative not on display on time are being uploaded from the top 10 towns in India � Partial or no illumination including Delhi, Chandigarh, Mumbai, Kolkata, � Torn flex SMS to Client’s Mobile � Wrinkled flex Hyderabad, Bangalore, Chennai, Kochi, Lucknow, � Primesite’s on-ground team clicks pictures of the site. Indore - and the next 40 towns will be covered on a Creative-site mismatch These along with updates on installation, torn flexes and � beat basis as per the agency’s agreement with its Wrong sequence of creatives illumination status are sent to Primesitecrm.com via SMSes. � Expired creative still on display This information is further sent to client’s cellphone. clients. � [email protected]

GROUPM REPORT Radio, however, is expected to PROJECTIONS FOR 2009 grow its advertising business by 12

per cent – from last year’s Rs 880 10,775 crore to Rs 1,056 crore in this year. Newspaper 10,033 Time for a Revision 9,290 Unlike TV, radio and newspapers, 9,353 and despite the upward revision TV 8,400 Cinema and newspapers are the big losers in the media 7,110 from the April 2008 forecast, the ad 1,698 Outdoor 1,698 buyer’s revised report. By Sangeeta Tanwar spend on magazines is set to experi- 1,398 ence a decline in growth. The 1,056 Radio 880 pril is generally the time for cinema and retail - each of which report predicts that in 2009, maga- 590 GroupM to come out with saw a downward revision – the new zines will register a 10 per cent 722 Magazine 803 Aits annual report on the data says that there will be more decline in their ad revenues – down 730 Indian media, titled This Year, spending on TV, magazines and from last year's Rs 803 crore to Rs 850 Internet 630 Next Year. But a combination of internet advertising than what was 722 crore. 390 factors, led chiefly by the econom- predicted for them last year. In per- Cinema, too, stands to lose out 374 ic slowdown, has forced the centage terms, cinema and this year. In 2008, cinema account- Retail 340 225 agency to depart from the practice newspaper advertising witnessed ed for Rs 80 crore, but it will slide 72 Cinema 80 and issue a revised, interim report the biggest downward revision – by to Rs 72 crore this year. Out-of- 75 now. The final report is expected 18 and 8 per cent respectively. home media (both retail and OOH) in April. Comparing 2009 projections will grow slightly, however. The 2009 2008 2007

What does 2009 hold for the with the revised figures for 2008, sector is set to become a business Source: GroupM; Ad revenues in Rs crore Indian media industry? According TV advertising is expected to grow worth Rs 2,072 crore in 2009, to the GroupM report, TV, radio by about 11 percent – from Rs whereas last year, the sector and newspapers will grow this year 8,400 crore in 2008 to Rs 9,353 accounted for business worth Rs 43 per cent of the media industry. but only marginally. The revision crore this year. Newspapers, which 2,038 crore. TV follows, some way behind, with hasn’t seen any alarming changes accounted for Rs 10,033 crore in In terms of share, newspapers 37.6 per cent. Outdoor and retail when compared to the April 2008 2008, are expected to account for Rs will end up cornering the major together will add up to another 8.3 forecasts. 10,775 crore this year, a miniscule share of advertising business. The per cent. � Except for newspapers, radio, growth of 0.7 per cent. medium will have a lion’s share of [email protected]

16 The Brand Reporter, January 16-31, 2 0 0 9 Rajdhani Express Delhi’s fastest growing Newspaper

DAILY REACH 08 R1 08 R2 HINDUSTAN 1072 1278 NBT 1696 1591 Delhi + NCR DJ 954 926 PK 926 801 *Source IRS Rounds, figures in ‘000s Uttar Pradesh Uttarakhand Chandigarh Advertorial

Ramesh S Partha Pratim Roy Rahul Singh Parmar Ajit Mhatre Yogesh Ponkshe General Manager - Operations Creative director and Design Consultant Art Director Art Director Associate Creative Director R K Swamy BBDO Trisys Communications Percept/H Adfactors Advertising Quadrum Solutions

Quality, variety Simple yet The perfect The hunt for Picture Perfect! awesome family picture an apt photo picture is worth a thousand words and cost A or so said one creative little bird. So here’s a story of some great-quality agency pics, “When I was young, I would listen effective t was Friday, 5.30 pm and I was Read more to find out where you can to the radio; waiting for my favorite I winding up my assigned work. ends here get a fix; songs. When they played, I’d sing Most of my colleagues had already There was a time not so long ago along. It made me smile…” left the office; I was also in a hurry or anyone belonging to the When an advertising campaign - Carpenters to reach home. But suddenly I got Fadvertising fraternity, access he Indian advertising required pretty pictures to show to good quality images is critical. y first reaction was, ‘Images a call from Ramesh, our Accounts Tindustry—especially the ad So the designers, copywriters, ImagesBazaar has delivered time Mwhat?’ The reply was, ‘It’s Manager and he said, “Could I ask agencies were on a hunt for a photo managers and marketing dudes and again. ImagesBazaar has ImagesBazaar. It’s an image bank you a favour as you are the only stock agency that can fulfill all the All came together and put away their depth and breadth of expertise website from where you can purchase person at the office?” needs and requirements of Indian little feuds to offer a rich variety of Indian images of your liking.’ This was from “Please go ahead” I said. He images that were required in And they surfed, and they searched images whose look and feel are one of my friends who is a graphic responded, “Rahul, my client creative ads to upgrade the quality and many a site did they see unparalleled. artist. wants to beef up new financing of the work. I am happy to state But alas, as well as alack, not one Quality, which is the key in our Frankly speaking, I was not very schemes through its existing that ImagesBazaar has managed to turned out to be the key profession, is a distinct highlight of convinced at the beginning. After a outdoor sites. Please make a few fill this lacuna of these agencies. It Disheartened and dispirited, they sat the collection at ImagesBazaar. A hard day’s work, I had some ‘time’ layouts for the hoarding without permits the creative professionals in a gloom good majority of the images, nearly to surf the net. I typed in the name changing the headline. It will to achieve the perfect look and When suddenly they heard a great, sonic boom! 80% I would say, are photographed ImagesBazaar. I recall it took me just be better if you can use happy position which is relevant in the with relevant emphasis on good four minutes from being an ‘Okay- Indian families to compliment the Indian context. “Listen up people,” a voice echoed lighting. Multiple expressions of okay’ surfer to a ‘Yeah! That’s the stuff headline.” In today’s market, which is through the screen the models featured are a boon to I wanted!’ surfer. Generally, I leave I was a bit upset as I wanted highly competitive, image driven They looked around in fear and turned their ears towards the voice unseen our art directors, who can choose office within 9:30 pm to 10:00 pm. to reach home early this weekend. ads are in style and for the media Was it the voice of God? In wonder from a wide variety of images. On that particular day, I left at about But I knew I had to do it. The only industry where meeting deadlines they thought 12:45 am. Isn’t it simple! question was how quickly and is a must and quality is the key Being able to do so in double quick And frantically clicked and clucked, time is especially useful given the I feel really sorry to elaborate my effectively I could do it. I opened to one’s survival, ImagesBazaar not a bit but a lot tough deadlines that they need to experience with Imagesbazaar within the file of the ad and started making promises an instant solution, which “Have no fear,” it said all eloquent and meet very often. 300-500 words! It’s just not enough! changes in the layout. has the potential to create a new nice, Again, ImagesBazaar offers I can only summarize that with the Now except the “Indian family wave in the stock photography “You’ve hit picture paradise, by a scroll very competitive rates across support from ImagesBazaar, my picture” everything else was in industry in India. of your computers’ mice!” various segments. This makes satisfied clients are Ansal Housing, place. I wanted to save my time. I With various categories and Curious and fascinated, the foursome them affordable even to the small Sintex, Amaron Batteries, LIC, The got an idea. I logged on to www. thousands of images, one can fulfill wondered what was in store and medium level advertisers. Olympia Group, JRG, Parnasree; to imagesbazaar.com and typed any requirement of a creative ad. When up popped a web page with a pic that garnered a perfect score! ImagesBazaar offers genuine name a few. No hustle for typing in FAMILY on the search bar. As soon In a real sense, ImagesBazaar is ImagesBazaar it said on the bar and resolution of each image, be it particular categories; it’s already as I clicked on the “Search” button, truly an image portal for the entire threw up pics with an admirable zest there, by your side. Like your friend. medium, high or XXL sizes. It over 6000+ results appeared on advertising fraternity in India. It’s One prettier than the next, it was a Perfect Pictures, may be pertinent to add here that Simple. the screen! After browsing 2-3 a one-stop solution provider of virtual treasure chest! ImagesBazaar is the only image ImagesBazaar’s services are pages, I saved 15 images and to images for the ad world. The designer was happy, the bank where every call is a local notable. There was an instance when my amazement every picture was Our association with the copywriter happier, I was in rush, the link to download worth using. I made five options call, notwithstanding where one portal has been very satisfactory But the manager screwed up his nose calls from. This exclusive feature the images was provided to meet using different pictures and sent to date! and waited for the price to appear Successful Stories makes things doubly convenient. my deadline even before the payment it to Ramesh. It took me just 20 And in no time a page opened and up Essentially then, ImagesBazaar to ImagesBazaar was made. My life minutes to complete the entire came the cost is one of the best things that was made easy! process. What’s your story? One look at it and he too was lost Don’t take our word for it… hear it from the people who used photos from has happened to advertising The bottom-line is this: Ramesh appreciated me for the Great pictures at good prices was more professionals. An extensive range When I open the site, I flip prompt and accurate work. I am You can also send your story to bindu@ than they could ask for imagesbazaar.com. If your story is ImagesBazaar to create leading ad campaigns, agencies that found the apt of good quality Indian images through the pages; waiting for my thankful to ImagesBazaar.com for published, we will send you an iPod as a And so goes the story of ImagesBazaar makes it a great site to visit each favorite picture to open… and when simplifying my life and helping token of our appreciation. who found a way through many a Indian images for their promotional projects… to name a few… time. it opens…it makes me smile… me reach home on time! creative door!

advertorial for Brand Reporter_F2-3 2-3 1/2/2009 5:18:42 PM Advertorial

advertorial for Brand Reporter_F2-3 2-3 1/2/2009 5:18:42 PM NEWSTVC SUGAR FREE NATURA Diet with Brownies and Laddoos For its new diet variant, the sugar-substitute major plays the ‘concerned housewife’ card with a touch of family banter. By Savia Jane Pinto ealth and physical fitness are on every- his lunch box and again one’s mind and most FMCG brands are begins singing to himself Hhelping those on the heavier side to main- because he’s glad that his wife tain healthy lifestyles. has forgotten about the diet After its last ‘shapely’ ad with brand ambassador she’d planned for him. In Bipasha Basu, Sugar Free Natura has introduced a another instance, instead of variant, Sugar Free Natura Diet Sugar, which can losing her cool over his sweet be used in everyday food. tooth, his wife ignores him The TV commercial opens at a dining table, eating brownies. where a man and his son are waiting for breakfast The shot moves to the to be served. The father is supposedly on a diet kitchen where chef Sanjeev that has been enforced by the wife. At the breakfast Kapoor, who is also the brand table, the son teases his father about the diet that ambassador, is explaining to the wife that the new happier side of life with sweets.” And this is where will start today. Dad makes a face and, just then, Natura Diet Sugar can be used just like ordinary brand ambassador Kapoor steps in. Mom walks into the room and places a covered sugar, but without all the unnecessary calories. Though a wife mulling over her husband’s bowl on the table. Dad sneaks a peek and finds a The ad has been created by Rediffusion Y&R. dietary habits is a common with other FMCG cat- bowlful of gajar ka halwa (a carrot sweet dish). “The idea is to equate Natura Diet Sugar in egories such as cooking oil, Sugar Free generally Next, during lunch in office, Dad sees laddoos in some ways with ordinary sugar,” says Ramanuj uses the family route to convey the brand message. Shastry, national creative director, Rediffusion The bright side of Sugar Free has been that one Y&R. Unlike the pills (Sugar Free Natura), Natura can give in to food cravings without worrying “The idea is to equate Diet Sugar is in crystalline form and can be used in about gaining calories. “If the husband were left to Natura Diet Sugar in the same quantities as ordinary sugar. his own devices, he’d never stick to his diet. But some ways with Ganesh Nayak, executive Director, Cadila when the wife, who is in charge of the kitchen, ordinary sugar.” Healthcare, which owns the brand, says, “The idea finds an alternative to the unnecessary calories that RAMANUJ SHASTRY is to project the product as a ‘choose to use’ rather her family is taking in, there’s nothing like it,” says NCD, REDIFFUSION than a ‘need to use’ product. Hence, instead of Ambika Nehru, executive creative director, Y&R showing an overweight husband, we’ve used a Rediffusion Y&R. � concerned wife with a husband who enjoys the [email protected]

FUTURE GENERALI tion spot was not an easy task thought on its head.” because of the existence of a large He stresses on the common number of players - all vying with human psychology that a person is each other to get the maximum most worried in the happiest Insuring the Good Times mindspace with the consumer. moments of his life. When the Alapatt explains, “Insurance has going is good, one wonders if it just Basing its commercial on life’s happy moments, the new been perceived as something that might get tough soon. The cam- player has broken the mould of associating insurance one plans for in the case of some- paign addresses this insecurity and thing bad, like an accident or a promises that if a person insures with bad times. By Savia Jane Pinto death. We wanted to turn this himself during the good times, the happy days will continue. he 19th player in the insur- The campaign is made up of ance sector, Future three commercials, which will be TGenerali, recently launched broken at intervals. “Having a sin- a campaign to associate insurance gle commercial run through this with the happy moments in a per- five-month slot would have created son’s life. Future Generali is the fatigue,” says Alapatt. insurance joint venture between The first TV commercial, titled Future Group of India and Geeta Sadan, shows a family getting Generali Group of Italy. ready for the inauguration ceremo- Abraham Alapatt, head, branding ny of their new house. While the and marketing communication, lady of the house puts finishing Future Generali Insurance, says, touches to the arrangements, her “We broke the communication in husband and mother-in-law ponder November last year and have about on possible names for the house. five months to garner all the recall The campaign addresses people’s insecu- The lady, concerned that the auspi- that we can as the period from cious time will pass, tells them that January to March is the time of the rity and promises that if a person insures they can discuss these things later. year when about 50 per cent of During the ceremony, the lady insurance sales happen.” himself during the good times, the sees that the house has been named As a new player in the sector, happy days will continue. trying to find a good communica- continued on page 22 >>

2 0The Brand Reporter, January 16-31, 2 0 0 9 NEWSBTL

HUGGIES DRY engage with both mother and baby; and not the least, all communication must be in tandem with the core brand message, ‘Huggies keeps your baby happy’.” Entries to the contest can be sent in three ways: on air through Big FM, on ground through Tiny Superstars mall activations, or through the Huggies Dry website. Doting mothers get a chance to see pictures of their children on diaper pack- Theme-based contests are being aired on Big ages. By Chhavi Tyagi FM in the six metros (Delhi, Mumbai, Kolkata, Chennai, Bengaluru and Hyderabad). By partici- or all mothers, their children are superstars. pating and winning these contests, mothers can To celebrate this sentiment and to generate earn free entries to the contest for their babies. Ftrials of Huggies Dry, Kimberly-Clark Lever The winners of the contest get a visit from a has launched a campaign, Huggies Superstars. Big FM RJ accompanied by a professional photog- The contest was launched on November 24 rapher, who will click the baby’s picture and gift and the entry collection process will continue until the mother a hamper. January 31. Four babies will be declared winners The on-ground part involves mall activations, with their pictures featured on a special edition of in which parents can buy a Huggies Dry pack and Huggies Dry packages. get their baby’s photo clicked on the spot by a pro- Rajeev Mohan, managing director, fessional photographer. The mall activation was Kimberly-Clark Lever, says, “It is our con- done in 10 malls for two weeks in December, in stant endeavour to help parents provide the six metros and in Pune and Ahmedabad. The the best care for their babies. This on-air and on-ground activities are being repeated campaign built on the concept of every and its activation unit, Big Reach. this month for three and two weeks, respectively. mother thinking of her child as a super- Viraj Jit Singh, national head, inte- On the website, parents can upload their baby’s star is a step towards that.” grated sales, Big Integrated Team, picture and send entries by filling up a form which The campaign, which is conceptu- shares the insight for the campaign. comes inside a Huggies Dry package. alised jointly by the Huggies brand “There were four simple guide- The brand is promoting the campaign heavily marketing team and its media lines that we worked on: To every through parents sharing testimonials on air, agency, Mindshare Fulcrum, is a mix mother, her baby is a superstar; it’s posters and leaflets being placed at 15 paediatric of on-ground and on-air activities. very common for them to take a lot clinics, while 15x10 feet cutouts have been placed Big Integrated Teamis executing it by of photos of their babies; create a at 20 malls in all the eight cities. � leveraging its radio station, Big FM, platform where Huggies can [email protected] NEWSDIGITAL CYBERCAFÉS Desktop Potential Here’s a new way for advertisers to target cybercafé users. By Kapil Ohri

ith about 40 per cent of online traffic in already executed 150 India generated by users who browse the campaigns for 75 adver- Winternet through 3,00,000 or so comput- tisers from diverse ers installed at cybercafes, the time is perhaps ripe categories. Already, 3,000 for somebody to figure out how to tap into this cybercafes in 32 cities pool for potential advertisers. have installed Clinck. A screenshot of the Clinck desktop Ideacts Innovations, a Mumbai-based internet Around 2,00,000 users media firm, is offering just that, through a desktop access the internet on 18,000 Clinck-enabled branded cybercafes with at least seven computers. application called Clinck. The company already computers on a daily basis.” He adds that apart It has not targeted cybercafe chains run by biggies has clients like Nokia, ICICI, Colgate, Dell, Big from banner ads, the application is also capable of such as Sify and Reliance Communications as TV, Yamaha, Fastrack, STAR Cricket, Ibibo.com, executing interactive campaigns or video ads. large cybercafe chains usually have their own ver- Zapak.com, eBay.in, Lenovo and Idea Cellular. On why a cybercafe owner would install sions of desktops or may have existing long-term Clinck is an interactive desktop application, Clinck, Desai says, “Ideacts shares 40 per cent of deals with a few brands. which, when installed on a computer, hides the the revenue earned from advertisements through a Ideacts is planning to expand its base to Tier II normal desktop of the computer and becomes its cybercafe with its owner. Revenue sharing with cities - Nagpur, Nashik, Jaipur and Indore. The default desktop screen. Clinck desktop displays the owner depends on various variables, like the campaigns carried out through Clinck are meas- various shortcut icons, such as My Computer,y M number of computers in the cafe and the number ured on the same parameters as online Network Places, Internet Explorer, Mozilla of users who visit it.” campaigns. Ideacts claims that the campaigns car- Firefox, Google Talk and Yahoo Messenger. A Currently, the company is only targeting non- ried out through Clinck receive a click-through search engine bar, powered by either MSN or rate (CTR) of three per cent, which is much Google, is also made available. While these short- higher than the industry average CTR of 0.5 per cut icons occupy only 10-15 per cent of the Clinck In Clinck desktop, a large cent. desktop, the remaining screen space is occupied by screen space is used by The company sells its advertising inventory on advertorial or banner ads, which can be static or cost per thousand (CPM) impressions and cost interactive. static or interactive per click basis. It quotes a CPM rate of Rs 170 to Rudrajeet Desai, cofounder and chief execu- advertisers. � tive officer, Ideacts Innova-tions, says, “We have advertorial or banner ads. [email protected]

<< continued from page 20 WHAT OTHERS THINK Sainath Saraban, Executive Insuring the ..... Creative Director, Leo Burnett There have been too many ads in the Geeta Sadan after her. The ad ends banking and insurance space. It with a voiceover saying, ‘Apnon ki does not seem like anyone’s making khushi ke liye shagun ke naam se aap a good enough differentiation here. kya nahin karte. Kyon na grihapravesh In comparison, the Birthday ad was par unki sukhi zindagi bhi insure nicer. karen? Future Generali Insurance. Ek shagun zindagi ke naam (You do Jagdish Acharya, Ex-Creative everything you can for the happi- Director, Mudra ness of your loved ones. Why not motion and comes home with gifts Though the commercial starts with a insure their lives, too, during this for his parents and brother. When “We wanted sharp insight, it ends on a generic ceremony? Future Generali his mother scolds him for his to change the argument. The spin on shagun Insurance. A good omen for life).’ extravagance, asking why he has perception seems quite forced. It does not fit The second TVC shows the brought all these things, he answers, about naturally with the plot of the idea. birthday of a grandmother in a fam- Shagun ke naam (For the auspicious insurance.” The Geeta Sadan TVC has a ‘caught- ily. There are 90 candles on the cake moment). His mother then asks ABRAHAM you’ moment, while the Birthday one and the family members encourage him if he has brought anything for ALAPATT isn’t as impressive. her to blow out the candles in one his wife, Shagun. He pretends that breath and follow it up with a wish. he’s forgotten and then gives her The apprehensive old lady closes wife an insurance policy which has Chattopadhyay says that the very whole life). Future Generali has her eyes, unaware that her family is her as the beneficiary. clear-cut brief that they received generated a lot of queries from the blowing out the candles along with The ads have been created by from Future Generali made things SMS short code provided in the her. After a while, when she opens O&M. very easy. ads. her eyes, she’s happy to see that all Sumanto Chattopadhyay, execu- Radio spots are also being aired As a part of the activation, nimbu the candles are blown out. The ad tive creative director, South Asia, as a part of the campaign. These and mirchi (lemons and green chill- ends with a similar VO, which O&M, says, “The brief was very portray similar happy, yet tense, sit- ies – common Indian symbols to encourages one to insure loved clear: to associate insurance as an uations. The outdoor also ward off evil) are being distributed ones on their birthdays. act of ensuring the happiness of highlights the tagline, ‘Khushi ka har at traffic signals, along with leaflets The third commercial is about a your loved ones. In a way, insurance pal insure kar lo zindagi bhar’ (Insure containing information. � young man who gets a double pro- is a shagun, too.” every moment of happiness for the [email protected]

2 2The Brand Reporter, January 16-31, 2 0 0 9 NEWSMEDIA NEWSX Part of a Larger Plan What exactly is Indi Media going to do with its new acquisition, NewsX? By Dhaleta Surender Kumar & Sapna Nair

ndi Media has been formed by two media veter- well. Being the common promoter of NaiDunia ans, Vinay Chhajlani, one of the promoters of and NewsX, he says he would like to leverage the INaiDunia, the Indore-based Hindi daily, and strength of NaiDunia’s presence in smaller towns. Jehangir Pocha, former editor of Businessworld. NewsX will retain its brand name and its team. According to Chhajlani, Pocha and he met in “Our primary job will be to dispel the anxieties of September 2008 and discussed their desire to do the staff. We would also like to look into the pro- something together in the English news or English gramming structure soon,” Chhajlani adds. business news space. When the NewsX opportuni- The media fraternity believes that NewsX had ty came by, they grabbed it. “For us, the economic Chhajlani: managed to create a perception of being a ‘clean’ slowdown came as a blessing in disguise. The cost looking at and ‘uncluttered’ channel. So, what went wrong of acquisition is low, cost of equipment is low and small towns for INX Network, its earlier owner? “The prob- even the cost of manpower is low,” says Chhajlani. lem was that it had spread itself too thin by Chhajlani sees value in NewsX because it is terms of a number of distinct shows, or go with a launching three channels at once,” says a Mumbai- young, fresh and hasn’t been ‘typecast’ yet. “Most single identity. Though Pocha, who’s a shareholder based media planner. Other sources say that INX news channels are identified with one man and director in the company, might do some Network is looking to channelise the funds it gets (NDTV with Prannoy Roy and CNN-IBN with shows, neither he nor Chhajlani would like to be from the sale of NewsX into 9X, its Hindi GEC. Rajdeep Sardesai). Aroop Ghosh, the editor of the face of the channel. INX Network had two divisions, INX Media NewsX, who will continue, is the channel’s face, There are challenges of course. The channel is (9X and 9XM, the music channel) and INX News. but there is no brand identity associated with him. only No five in the English news genre as of now. The Mukerjeas (Indrani and Peter) hold a 50 per NewsX is not a channel of choice. So, it provides a “We’d like to improve that rating first,” Chhajlani cent stake in INX Media. The rest is held by private clean slate to start with,” he says. says. Some programmes on the channel, according equity firms such as Temasek Holdings, New Silk Both Chhajlani and Pocha are working to see if to him, are doing well in the metros. The challenge Route and New Vernon Private Equity. � the channel should have multiple identities, in will be to get them going in the smaller towns as [email protected] NEWSBTL HONDA Finding the Ultimate Stunner Mixing safe riding with fun helped the company reach out to a lot of young bikers across India. By Chhavi Tyagi

onda Motorcycle and Scooter India (HMSI) was looking to reach out to the Hyouth across several cities for its new bike, CBF Stunner. The company initiated a six-phase on-ground campaign, mixing the power of radio and the lure of TV along with a socially relevant message. Here’s how the company did it. Objective: To promote the brand philosophy of CBF Stunner that safety can also be fun – and convey this message engagingly to the youth in 23 cities across India. Strategy Devised: Organise a contest among the youth and reward the winner. The ten finalists from Chandigarh Execution: The campaign was executed by Mirchi Activation in 22 cities and Big Reach in with riding gear, for the next 20 days. the Stunner of the City was chosen. He was then Chandigarh. Bindass TV was roped in for show- Phase IV: The finalists drove their bikes to awarded a bike, a chance to be on radio and shoot casing the VJ talent. youth hangouts such as malls, colleges, cafes, etc. a music video with the other 22 city Stunners. Phase I: Registrations for participation were They had to interact with the public, promoting Phase VI: The final phase is currently on and invited at the top five colleges in each city; 25 can- the bike and gear and discussing safe riding skills. will see an audition in Mumbai. All the city didates were short-listed from each college. They also appealed for votes from the public to Stunners will go through this, besides various tests Phase II: Ten candidates were selected from help them win the contest. Votes were collected and challenges. The Ultimate Stunner chosen will each city. Participants were judged on safe riding through spot polls, SMSes and a website set up in be given a chance to become a VJ on Bindass TV. skills and personality match with the brand. association with Indiatimes.com. Results achieved: After the 35-day activation, Phase III: Finalists of each city were given Phase V: A city finale was held at a central loca- Honda claims that it received over 8,000 registra- grooming lessons on communication skills, style tion in each city, with dance performances and tions and reached out to more than 2,00,000 and overall personality. A photo shoot was done fashion shows featuring the 10 Stunners. There people. � and each finalist received a CBF bike, complete was a Q&A round, judged locally, through which [email protected]

SPENCER’S RETAIL Reaching out for Footfalls Through on-ground programmes for school children and women, the retail chain aims to expand its base of shoppers. By Tarana Khan

pencer’s Retail, the multi-for- PROGRAMME HIGHLIGHTS mat retail chain by the RPG � Involve parents and teachers to SGroup, has turned to below- make them aware of Spencer’s the-line activities to increase � Collect gifts such as toys and sketch footfalls in its stores. The company books from school kids and donate Drawing competition in progress has identified consumer segments them to the needy through NGOs that are key to influencing the fam- � Tie up with brands for their lead- and asking them to donate toys or collected details of around 36,000 ily – women and children. generation needs unused sketch books to the needy. schoolchildren and their families. For children, Spencer is con- � Rope in other partners for donating “Spencer’s wanted to give back to Other sponsors and partners ducting theme-based activities in money to NGOs society through this initiative,” says involved in the programme includ- schools under its ‘Good to Grow’ � Enlist experts on subjects of Atul Nath, MD, Candid Marketing, ed Max New York Life and trading programme every month. The pro- interest to women the agency that executed the activity. partners like ITC, Cargill Foods and gramme has reached out to 80,000 NGOs like Mobile Crec hes are dis- Bush Foods. children in 150 schools across six The Good to Grow programme tributing the items collected from For women, Spencer’s initiated a cities. Giri Manish, head, alliances is targeted at children under the age schoolchildren. programme called At Home with and activation, Spencer’s Retail, of 10 years. “A school gives us den- Spencer’s had organised painting Spencer’s under which regular says, “As a retailer, we are a national sity under one roof to reach a large competitions on Teacher’s Day and workshops on health, cookery and brand, but we have to service cus- number of children and their par- Children’s Day last year. The best interior decoration are oraginsed in tomers locally according to their ents,” explains Manish. painting winners and most popular residential apartments, where requirements. Therefore below- The company worked towards teachers were given gift vouchers women and experts from various the-line initiatives serve our making school children aware of the redeem-able at Spencer’s outlets. fields share their views. � purpose better.” needs of underprivileged children Through the activities, Spencer’s [email protected]

2 4The Brand Reporter, January 16-31, 2 0 0 9 NEWSPRINT ENGLISH DAILIES The Battle for Bengaluru An interesting fight is on the cards with the city emerging as the new battleground for English dailies. And there are eight of them vying for attention. By Dhaleta Su render Kumar

his has been one of the toughest markets Times, which was closed down to launch for the world’s largest English daily, The “Unlike Chennai and Bangalore Mirror the following year. The entry of TTimes of India (TOI). It took the giant Thiruvananthapuram, Mid-Day just added to the competition that exist- 16 long years after it entered Bengaluru in 1984 where Tamilians and ed in the form of The Hindu, The New Indian to topple the then incumbent, Deccan Herald, Malayalis are in the Express as well as old foe Deccan Herald. To make from the No 1 position in terms of circulation. majority, Kannadigas are matters tougher for TOI, two new players entered What helped TOI then was the changing a minority in Bengaluru.” market two years down the line. The Bengaluru demography of India’s Silicon Valley. As the city RAHUL KANSAL market got just that bit more crowded with changed itself from being a Kannadiga city to a TIMES OF INDIA Deccan Chronicle and DNA moving in last year. cosmopolitan one, TOI gained ground swiftly. As Today, the city has as many as eight English Bengaluru became the IT hub, it attracted a dailies catering to 14 lakh households and 70 lakh migrating population from other states. As more people. Six of the players are fighting tooth and and more people moved in from the north and nail for a significant share. Consider the figures. Mumbai, TOI was picked up since, for the new “We have national adver- As per ABC, during January-June, 2008, Deccan arrivals, it was a better-known brand than the tisers who take all Herald had a circulation of 1.35 lakh while south-based daily Deccan Herald. Mid-Day editions - Bangalore Mirror sold around 1.32 lakh copies. All was hunky dory for TOI for six years there- Mumbai, Delhi, Pune Among the rest, The Hindu (Chennai Edition) after and it had a very comfortable run. In 2006, and Bengaluru.” sold around 49,000 copies, while The New Indian however, TOI’s arch rival from Mumbai, Mid- SAURABH SAKSENA Express and Deccan Chronicle managed 22,000 Day, followed it and launched a Bengaluru editon. MID-DAY, BENGALURU Meanwhile, TOI acquired competitor Vijay continued on page 28 >> AREARE PRIVATEPRIVATE TREATIESTREATIES HEREHERE TO TO STAY? STAY? Media companies are trading their ad inventory for equity in companies big and small. How large will media-for-equity get? By Prajjal Saha

ction Construction Equipment Ltd TPT won’t comment on the value of its However, barring one, none of the other (ACE) is a Faridabad-based investments which have been variously estimated companies was forthcoming, possibly because it company which manufactures at between Rs 1,800-3,000 crore (though some is early days yet. mobile cranes used in construction. suspect it is lower than this band). InA its decade-long existence, the company Whatever the figure, it is certainly a huge sum has never really had a budget for advertising. of money, especially by the standards of the FUND OF INVENTORY Like most B2B companies, it never felt the fragmented India media business where few hat has brought the media-for-equity need to. Business expansion has taken place companies have true financial scale. The list of Wbusiness into sharper focus is a recent by winning competitive bids and tenders. investee companies includes big and mid-sized as attempt to get publishers together on this via Other possibilities were hardly considered. well as small entities. At one end, one could find the Rs 900-crore Morpheus Media Fund. The In recent years, though, the company has been companies such as Kabirdas Motor Company and Fund is being promoted in partnership with advertising itself aggressively. Is this because of a Raja Rani Travels, while on the other are a Ozone Capital Advisors (o3 Capital). Media change in its marketing approach or a change in handful of giants such as Pantaloon Retail and agency Maxus is the media advisor. its equity structure? Or is it both? The truth lies General Motors Corp. The Fund intends to procure inventory from somewhere in between. Other media companies have been adequately leading media owners across the country and buy ACE is one of over 200 - often little-known - intrigued to dip their toes into this media-for- equity in mid-sized companies across sectors that companies that have taken to advertising in the equity business. HT Media, NDTV, Dainik need advertising for growth. The media last three to four years thanks to a most unusual Bhaskar, Dainik Jagran and Mid-Day - each one inventories will be provided to these mid-sized initiative by India’s largest media company, of them has launched its own private treaties companies and, in return, media companies will Bennett, Coleman & Co Ltd (BCCL). Begun division, though with differing degrees of get units in the Fund in proportion to the about three years ago, the effort - under the name seriousness. Many of them have signed a few inventory utilised. Morpheus Media Fund wants Times Private Treaties (TPT) - has only been deals but perhaps not much more than that. For to help the creation and growth of new Indian gathering greater momentum. instance, NDTV has signed a deal to invest about brands in the consumption sectors - primarily TPT tries to identify and tempt promising Rs 25 crore of media in infrastructure company FMCG and also consumer services, including advertising-shy companies to take media space in EMAAR MGF. Mid-Day too has clinched a deal education, health care, telecom and financial BCCL publications and media platforms in with a software company. services. The Fund expects to make about three return for equity in those firms. BCCL believes dozen investments, with a couple of them at that the Indian market is commodity- rather than about Rs 90 crore each and about half of the total brand-driven, which explains why only about An attempt to at under Rs 10 crore. 14,000 brands are actively advertised here as Morpheus Media Fund aims to garner 48 per compared to about eight lakh in the US, for get publishers cent of its media inventory from print companies, example. together via 38 per cent from television, 10 per cent from The media company’s broader objective is to outdoor media owners, and 4 per cent from radio increase the advertising pie by drawing in Morpheus players. companies which have chosen to stay away from When a person invests in the stock market, he mass media for one reason or another. MF has has two options. He can either take the direct Some of these companies would possibly have brought the route and buy stakes in different companies turned to advertising in a few years, after reaching himself or decide on a mutual fund which offers a certain size. The TPT initiative accelerates the media-for-equity business a number of advantages, such as diversification, process by convincing the entrepreneurs that professional management, cost efficiency and advertising would hasten their growth. into sharper focus. liquidity. The Morpheus Media Fund is also like Considering the spate of deals, it apparently has. any other fund, and comes with the same risks

2 6The Brand Reporter, January 16-31, 2 0 0 9 COVERSTORY and advantages that are attached to any mutual and sheer pile of cash: any other media company fund on offer. would have been reduced to making a desperate DEAL AFTER DEAL Are we looking at a passing financial fashion exit of its investments. (Some of BCCL’s investments) that will go away? Or, with some of India’s largest Even when markets are stable, there is the Category No of deals Prominent Companies media companies exploring the media-for-equity question of working capital. The media business business, are we witnessing the beginning of is geared around receiving payment within 60-90 Real Estate 16 Emaar MGF something truly significant? Suppose Morpheus days. How much inventory can a company Healthcare 13 Apollo Health and Lifestyle, Wockhardt Hospitals MF does find takers, could there be other funds – commit when it knows that the payback - Retail 13 Archies Ltd, Provogue (India), bigger funds that will mop up significant chunks assuming things go well - will happen only in Khadim India, Welspun Retail, of available inventory? three to five years? TPT concedes that it is a Pantaloon Retail, Piramyd Retail Like the airline business with its empty seats, working capital intensive business in which the B2B 12 – the media business perennially worries about money is blocked for a long period of time ‘since IT 12 – Education 10 Gurukul Online Learning liquidating excess media inventory. Firms have realisation is contingent on the liquidity event of Solutions, Hero Mindmine tried to create media exchanges as well as the underlying investment’ – in other words, an Institute platforms to get rid of last minute inventory. exit. BFSI 9 India Infoline Ltd While the idea has seemed desirable in principle, While there is an unstated notion that media Consumer Durables 9 Videocon Industries, Zicom Electronic Security Systems, Birla publishers are reluctant to be associated with inventory is free, when committed on a sustained Power Solution, Hanung Toys anything that even suggests discounting – and basis, it costs money. Listed media companies (India) one that would compromise their brand with tend to have an operational profit of about 20 per FMCG 7 Today’s Writing Products clients in the long run. cent. This relatively low margin, coupled with Travel 7 Ezeego1, Travelguru, Kuoni Travel cash flow requirements, means that a media India Pvt Ltd Lifestyle 6 LVMH Watch & Jewellery, company can’t put aside a lot of inventory for Gitanjali Group Like the airline equity swap deals. Entertainment 5 Percept Picture Company, Sahara Senior executives and analysts think that even One Media & Entertainment, business with a determined media company could not set aside Pyramid Saimira Telecom 4– its empty more than five per cent of its ad revenue towards Auto 3 General Motors, Hindustan Motors equity. Going by that broad logic, the most that Gems & Jewellery 3– seats, the media companies could invest in, say, 2009, in ITES 3 – equity through inventory would be about Rs Service 3 – media busi- 1,250 crore (assuming advertising spends at about Airlines 2 Kingfisher Red, Paramount Airways – ness perenially Rs 25,000 crore, going by media agency Hospitality 2 Mahindra Holidays & Resorts GroupM’s estimates). And mind you, this is only Human Resource 2 – worries about liquidating potential – it assumes that every single publisher Textile 2 – would want to get into it. Naturally, the real sum Art 1 Osian Connoisseurs of Art excess media inventory. will be much smaller. Biotechnology 1– Floriculture 1– The other aspect publishers tend to overlook Infrastructure 1 – is that the investee companies have to be given Media 1 – Some publishers have used media barter, media as agreed upon, according to that either with another publisher, or to acquire the company’s need – not only in the lean advertising more than likely that most companies will want odd asset. The approach has been opportunistic, season (when it suits the publisher). In fact, it is ad space when cash-paying advertisers want not strategic. Is equity in return for media space: so the creation of the inventory will the answer that the business has been PROPOSED MORPHEUS FUND cost real money. looking for all these years? Because BCCL is not publicly listed, it There are no lessons from abroad has the freedom to invest in smaller, less because, peculiarly, India is the only market MEDIA CONTRIBUTION known ventures and it can also take a in the world where media-equity swap is greater degree of risk. A listed company being practised. TPT thinks that’s because such as NDTV, on the other hand, limits in the West, there is a plethora of 48 itself to investing in well established and opportunities and avenues to fund various PRINT profitable companies because it wouldn’t activities, including brand building. The like a notional loss reflected on its balance Indian market, on the other hand, is 10 OUTDOOR sheet. 38 relatively nascent. 4 In any case, finding small companies Executives familiar with the business TELEVISION with high-growth possibilities isn’t easy. emphasise that the publisher who harbours RADIO TPT has more than a hundred employees a short-term objective of merely encashing scouring the market for potential excess inventory in return for shares is investments. In the absence of a full- bound to come to grief. For it to work, it has fledged team, says an investment banker, it to be a long-term play. It may also be more EQUITY INVESTMENTS would be difficult for a media company to complicated - and expensive - than it first identify lesser known players in low-profile appears. 25 businesses. One of the perils of playing long-term is CONSUMER SERVICES evident even in TPT’s own portfolio of 12 23 THE FLIP SIDE companies: the bulk of the investments OTHERS FMCG inally, there is the issue of how target were made in 2007 and 2008, during which 10 Fcompanies might perceive an offer the BSE stock index steadily climbed from TELECOM 11 11 such as this from a media company. A top FINANCIAL 8 HOSPITALITY 14,000 to 23,000 points – only to settle at SERVICES RETAIL TPT executive says that while banks and around 10,000. financial institutions are happy to fund in What’s happened to companies the physical, tangible assets, funding of worldwide will be true for the TPT intangibles has always been a challenge. investments: they will be valued far lower The advantage to an entrepreneur, he now than at the time of entry. BCCL will Source: Morpheus Media Fund; Figures in per cent says, is that ‘he is using the future balance presumably ride it out because of its size sheet to fund today’s advertising need’.

The Brand Reporter, January 16-31, 2 0 0 9 2 7 COVERSTORY

While most entrepreneurs would rather have has taken a hammering. cash, there are few avenues to raise this, The issue of The media business routinely deals with the especially if they are in traditional businesses. issue of editorial independence vis-a-vis the Going by the TPT experience, they are clearly conflict – advertiser: it is in the nature of the beast. So, it is happy to accept the opportunity. not clear why the media-for-equity business Would a Morpheus have the same either with should lead to any greater conflict than what acceptability factor? It is early days yet, but the already exists by accepting advertising. scheduling of ads across media, as the fund sales or with In fact the Morpheus Media Fund proposes to do, involving a large number of editorial – presentation categorically states that editorial companies could prove to be a complicated support is not expected: advertising support is business. Each media company is its own bundle does not change good enough. So, one can only surmise that of processes. Therefore, ensuring that a few BCCL mishandled the issue – either by going out dozen investee companies can get the media in the fact that the idea is of its way to favour TPT clients or by not dealing the best possible way could prove quite with the matter transparently enough. In fact, the challenging. full of possibilities. TPT executive refused to address the issue when A media fund is a truly original concept and raised by The Brand Reporter. while publishers are intrigued because it gives That, indeed, is one major issue that makes The issue of conflict with sales – either with them a relatively risk-free way of exploring the publishers frown: could this new initiative editorial or with sales – does not change the fact media-for-equity business, they also have persuade cash-paying advertisers to try equity that the media-for-equity idea is full of concerns. One prominent publisher, for example, instead? How does BCCL deal with this conflict, possibilities. However, like all new concepts, it wanted an assurance that Morpheus wouldn’t which surely exists? TPT argues that the two may prove to be an expensive one to develop. � target his cash-paying advertisers. options between them ‘aid the overall expansion of the advertising pie rather than cannibalising it.’ The choice made from among the two avenues (The article has been written based on interviews BIG AND SMALL depends on the ‘business compulsions and with dozens of industry professionals which include growth drivers’. The BCCL ad sales team may names such as S Sivakumar, principal secretary and (Proposed Morpheus deal size) not share that view. chief executive officer-designate, Times Private Treaties, Deal Size No of Deals The other point of conflict is editorial. BCCL Lynn De Souza, Director, Lintas Media Group, has been repeatedly attacked in the media for Manajit Ghoshal, chief executive officer, Mid-Day Rs 90 crore 2 compromising its editorial independence in Multimedia, Salil Pitale, head, media and telecom, Rs 45 crore 7 favour of private treaty clients – favouring them Enam Securities and Balu Nayar, managing director, Rs 27 crore 10 in print without revealing to readers that it holds Morpheus Capital Advisors.) Rs 9 crore 15 a stake. While the company denies that this is the With inputs from Sapna Nair. Source: Morpheus MF; Above details are indicative case, there is no doubt that its editorial reputation [email protected]

English dailies, is for capitals, in Bengaluru, come to Bengaluru to woo national << continued from page 25 Deccan Herald, which the Kannada readers advertisers by offering them the city is No 2. In such a sce- are in the minority. edition in a bouquet that already The Battle for ... nario, many observers Rahul Kansal, brand includes Delhi, Chennai and feel that newer players director, Times of India Mumbai.” and 21,000 copies, respectively. such as DNA and corroborates this fact. Saurabh Saksena, publisher, Mid- There are other dailies that were Deccan Chronicle will He says, “This is unlike Day, Bengaluru, agrees, “We have not covered by ABC in the period try to enter the Deccan other south Indian state national advertisers who take all under consideration but claim to Herald households capitals - Chennai, and Mid-Day editions - Mumbai, Delhi, have a substantial circulation. TOI, rather than step into Thiruvananthapuram - Pune and Bengaluru. We offer them for instance, claims a circulation of TOI’s turf. “The newspapers where Tamilians and connect and engagement with 18 4.5 lakh copies. According to ABC, The Hindu, which Malayalis are in the lakh Young Urban Working TOI had a circulation of 4.04 lakh distributes its Chennai have come to majority, respectively, Professionals across India (YUMPI). copies (July-December 2007, when edition in the city, has Bengaluru to Kannadigas are a mino- We are the only English daily - after it was audited last). its own loyal set of woo national rity in Bengaluru.” TOI - offering the four key cities to Among other dailies without an readers, even if small. advertisers.” The other important advertisers.” ABC certificate, Mid-Day claims a The same applies for SUDHA NATRAJAN aspect of the Bengaluru “With Bengaluru emerging as an circulation of 60,000 copies while The New Indian LINTAS MEDIA market - unlike IT hub, the city is home to many IT DNA, the latest entrant, claims a cir- Express and these two Chennai, which has a professionals. Hence, companies culation of 1.75 lakh copies. The big dailies have been old-timers in the large chunk of local advertisers - is release appointment ads, which form question is: is there enough space for market. that the former gets most of the a major chunk of all advertising in all of them? The answer lies in the Among the other new dailies, national advertisers who want to the city,” says Natrajan. The other the readership patterns in a house- Mid-Day believes that it doesn’t reach the increasing high-earning major advertising categories are retail hold and any changes in it. have any competition in the market and high-spending population of the and real estate. The retail advertisers In any household, there is a main as it is an afternoon daily. But indus- city. According to Sudha Natrajan, in Bengaluru are mostly national daily. With an increase in the house- try observers are of the idea that it COO and joint president, Lintas players. hold income, many can afford a shares its TG with Bangalore Mirror Media Group, Bengaluru, of the Its prosperity, younger age profile second or, at times, even a third daily since both are compact and light national print advertising pie of Rs and metropolitan nature make depending on the number of mem- reads. 9,000 crore, Bengaluru contributes Bengaluru an important market for bers in the household and the Another factor that enters into around Rs 750 crore. Most of the many consumer categories. affordability. the calculation is the fact that a English Dailies in the city, except for Considering that, it is only likely that Media observers are of the opin- household also subscribes to a local Deccan Herald, have a multi-city other media brands may want to get ion that in the current market language daily - sometimes as its pri- presence across the country, be it in for a slice of the action. The real scenario, a majority of the house- mary daily. It is here that the TOI, DNA, Mid-Day, Deccan game, however, will be to see who holds have TOI as the main daily. Bengaluru market throws up a pecu- Chronicle or The Hindu. Says survives after a couple of years. � The next big slice in the pie, among liarity. Unlike many other state Natrajan: “The newspapers have [email protected]

2 8The Brand Reporter, January 16-31, 2 0 0 9

NEWSMEDIA BIDAAI The Winning Card Last year, when Zee was inching close to STAR Plus, there was one serial that helped the latter stay ahead in the game. By Sangeeta Tanwar

or years, STAR Plus had enjoyed the to Bidaai’s 6.57. For the next 10 weeks, barring the BIDAAI’S MILESTONES numero uno position, thanks to three shows, blackout period when fresh content was not aired Oct.7-Oct.13 A good beginning 4.7 (No 1) FKyunki Saas Bhi Kabhi Bahu Thi, Kahaani on GECs, Balika Vadhu continued to rule at the 2007 Ghar Ghar Ki and Kasautii Zindagi Kay. Together, No 1 position. Nov.11-Nov.17 the three shows gave STAR Plus the lion’s share of Then, in Week 49 (November 30-December 6), 2007 Breaks into Top5 4.7 (No 5) the market and kept the competition at bay, ensur- Bidaai came roaring back and it has retained the Jan.6-Jan.12 First entry into Top3 ing that Zee TV and Sony remained a distant No. No. 1 position since then. Zama Habib, the story- 2008 5.9 (No 3) 2 and No. 3, respectively. writer of Bidaai (also the writer of Jahan Pe Basera Mar.23-Mar.29 However, in 2008, the launch of new channels and Lo Ho Gayi Pooja Iss Ghar Ki), sums it up suc- 2008 Top Show of the Week 6.0 (No 1) and new shows changed the rules of the game. The cintly: “Simplicity is the key to Bidaai’s success. Oct.12-Oct.18 Highest TVR thus far (Till 2008) popularity of STAR Plus’ three shows began We discovered that when the plot shows real emo- 2008 8.7 (No 1) declining from double-digit ratings to single-digit tions, the show delivers high TVRs. But whenever 0123456789 Source: TAM Figures are TVRs, HSM, C&S 4+ years; Position in brackets. ratings and they were finally taken off the air. the plot gets dramatic, the TVRs start declining.” Meanwhile, Zee’s shows, such as Saat Phere, Bidaai is directed by Romesh Kalra and Sunand idea for the show was in its infancy, the channel Kasamh Se, Maayka and Ghar Ki Lakshmi Betiyaan, Baranwal (the duo has also directed Maayka and was keen to go on air in just 20 days. This was a were gaining in popularity. Slowly but surely, Zee Ghar Ki Lakshmi Betiyaan). Baranwal says he feels time when I was still in the process of filing forms TV’s share was moving closer to STAR Plus’ share. that it is the portrayal of genuine and raw emotions for registering my production house with the What helped STAR Plus stay ahead of the game that appeals to the audience. Producers’ Association.” was one serial, Sapna Babul Ka – Bidaai (Bidaai). The show also bears similarity to Saat Phere on THE STORYLINE Zee, where the protagonist is a dark-complexioned THE RISE, FALL AND RISE OF BIDAAI idaai is the story of two sisters, Sadhna and girl. Wasn’t that taking a risk? Shahi reasons, “We idaai was launched on October 8, 2007, replac- BRagini. The plot uses the age-old Indian prej- knew that certain comparisons and expectations Bing Meri Awaaz Ko Mil Gayi Roshni in the 9 would be unavoidable, be it with Vivaah or Saat PM slot. In its first week, the show garnered a “After the initial response Phere. But the values, characterisatio n, treatment TVR of 4.7 and a place among the top 10 shows of to Bidaai, we aggressively and presentation of Bidaai are distinct and inde- the week. It wasn’t all smooth sailing, though. In used mass media to publi- pendent of any influence from the movie, or for subsequent weeks, the show kept moving in and cise crucial developments that matter, the show on Zee,” he states. out of the Top 10 until finally, in Week 13 of 2008 in the story.” (March 23-29), it emerged as the most popular PREM KAMATH THE MARKETING SUPPORT show. With a TVR of 6.07, it had raced ahead of SR VP, MARKETING & COM- rem Kamath, senior vice-president, marketing other popular shows such as Kyunki…, Saat Phere and communication, STAR India, says, “When MUNICATION, STAR INDIA P and Banoo Main Teri Dulhan. Bidaai was launched and the initial response came Initially, Bidaai found it difficult to hold on to in, we decided that every three months, we would the No 1 position. It was only in the last week of udice against dark complexion and the difference highlight the key points in the story. We aggres- April that it became a permanent fixture in that that it creates amongst sisters. Sadhna, the adopted sively used mass media to publicise crucial slot. The show ruled till the week of September daughter of the family, is fair skinned, while the developments in the story.” Kamath cites the 14-20, except for two odd weeks when Kyunki… real daughter, Ragini, is relatively darker. The sto- example of Sadhna and Ragini attending a bridal or the IIFA Awards pushed it down to the No 2 ryline is similar to that of the Hindi film, Vivaah, exhibition off-screen, which coincided with the slot (June 1-7 and June 29 - July 5, respectively). directed by Sooraj Barjatya. on-screen preparations for Ragini’s marriage. Then competition came in the form of Balika Vivek Bahl, senior creative director, STAR Plus, Ragini is played by the actor Parul Chauhan, Vadhu on Colors, which, after a period of steady says, “We had approached Rajshri Productions, but while Sara Khan is Sadhna. STAR Plus involved growth, moved into the top slot in the week of they weren’t comfortable with producing the show the actors in constant interactions – online and on- September 21-27. The difference in TVRs was in such a short time span. So we approachedRa jan air – with the viewers. The Bidaai team also made marginal though – Balika Vadhu had 6.76 compared Shahi, who was the director of Saat Phere and Ghar its presence felt in two other popular STAR Plus Ki Lakshmi Betiyaan on Zee.” shows, Amul STAR Voice of India and Kya Aap “The show gave us the For STAR, the success of Bidaai means a lot, Paanchvi Pass Se Tez Hai. The channel has created a confidence to stem the coming after a phase in which practically its entire STAR Parivaar Corner at Big Bazaar outlets, where slide and prevent Zee from team had moved on. “The show gave us the confi- dresses and costumes worn by the actors of Bidaai overtaking STAR for even dence to stem the slide and prevent Zee from are up for sale. a single week.” overtaking STAR for even a single week, direc- Bidaai is a 30-minute show. But on October 13, VIVEK BAHL tionally setting the way ahead for the channel,” 2008, after the show completed a year, the timing SR CREATIVE DIRECTOR, says Bahl, who was with Zee TV before moving to was increased to one hour, just to increase sam- � STAR PLUS STAR Plus. pling. It is now back to its original format. Recalls Rajan Shahi, the producer, “Though the [email protected]

3 0The Brand Reporter, January 16-31, 2 0 0 9

POINTSOFVIEW How Effective are the Efforts to Measure Celebrity Endorsements? In the absence of metrics, it is still a pretty hit and miss affair in India. By Savia Jane Pinto

HARISH KRISHNAMACHAR SANDEEP TIWARI TITUS UPPUTURU VP - South Asia, World Sport Group (India) Marketing Head, Videocon Ex-Senior Creative Director, O&M SUSHIL KUMAR SUSHIL KUMAR I THINK THERE IS A DEARTH OF IN INDIA, MORE OFTEN THAN THERE IS QUITE A BIT OF DATA IN INDIA WHEN IT COMES NOT, THE MUCH TALKED ABOUT THINKING INVOLVED AT THE TIME TO CELEBRITY ENDORSEMENTS CONSUMER� (OR THE OF SIGNING UP. BUT SINCE THEY AND ANY METHOD THAT ADDS RESEARCHED CONSUMER ARE USUALLY CONTRACTS WHICH VALUE IS WELCOME. INSIGHT) IS ECLIPSED BEHIND LAST FOR TWO OR THREE YEARS, As economies and marketers mature, we the halo of the Almighty (celebrity). brands are sort of stuck with them even will need to get some non-judgemental Most brand custodians, unfortunately, often if their films flop or they don’t make start the exercise with identifying a celebrity metrics to help in decision-making for on the basis of his or her popularity or their centuries. brand and marketing managers. I must liking for the celebrity. Then starts the tailoring I guess because (endorsement) costs say that brands really do not go about exercise, for which the agency is called on are high, a tracking mechanism would, hiring talent on the basis of any specific creative duty, to build a communication around for one, save the moneys from running him (instead of consumer insight as the science. The only parameters that seem epicentre). down the drain. Also, some brand to be used are recent success and positive To add to the woes, with each celebrity managers are so in love with the visibility. endorsing a plethor a of brands, the very celebrity idea that even if there wasn’t an I have used a method in the past purpose for which the celebrity is picked up, A class celeb, they would say, “Let’s do that is, to break the media clutter, takes a which has been very effective. We have beating. the film with an M.” Now imagine M used this to assess Sachin’s association In the ever-increasing fragmentation of media, for Mika, for instance. You could with TVS, Aviva and RBS. The model it is critically important to explore possibly cast him for a hair oil brand in was called PIP, standing for performance differentiation (to break the media clutter), and the north in the lower middle class celebrity endorsement, without doubt, has an of the celebrity in his or her field; amplification effect (good going manifold to segment and make a success out of that, Identification of the celebrity with the great and bad going manifold to worse). but use him for a deo, and that will spell brand; and personality-fit of the celebrity � Consumer and consumer insight is most death. with the brand. important, followed by brand linkage and At Ogilvy Delhi, when we were relevance, and then the celebrity providing the The issue, though, is that we need to magic.� looking for a brand ambassador for have as many metrics as possible to be In the absence of any scientific tool on the Grasim, Akshay Kumar fit the bill to an able to justify the high values that these subject, the situation remains a maiden bowled A. We wanted someone who would have celebrities cost these days. Basically, I over for most brand custodians and the so an appeal across the segments and is called creative brains. believe in the saying, “Anything that is extremely stylish and can be a great not measured cannot be improved”. hanger. No one could have fit into the ‘self-made’ idea better because most of them have filmi backgrounds or were born with stainless steel spoons.

3 2The Brand Reporter, January 16-31, 2 0 0 9

PROFILE |NEWS WESTERN RAILWAYS PROFILE I MAHESHWER PERI I PUBLISHER I OUTLOOK Entertainment on Wheels Western Railways will get 4,000 LCD screens. TBR News Bureau

rain commuters in Mumbai will now get used to seeing Tsleek LCD screens displaying content and advertisements in their compartments. OOH media company Hype Integracomm has entered into a private-public partnership with Western Railways in Mumbai to install LCD screens in all of its 67 trains. The contract is valid for five years and will function on a build-operate-transfer (BOT) basis. Till now, 72 screens have been installed in the first phase. Around 4,000 screens Up Peri-scope will be installed in all, with six

SUSHIL KUMAR screens in each coach of the nine and 12 coach trains. While Hype By Dhaleta Surender Kumar close down the division. You decide.” Integracomm will earn revenue It was, he declares, a chance to redeem themselves. from the advertisements on the or most people, 28 is an age when their career is just “When you tell people that here’s an opportunity to screens, Western Railways will get a warming up. But Maheshwer Peri got the ‘hot’ prove yourselves, the way they perform is phenome- licence fee of Rs 35 crore for the Fopportunity to be the publisher of Outlook, one of nal,” he adds. The outcome was 52 Weekend Breaks from duration of the contract. India’s largest selling magazines. Today, 11 years down the Delhi, which has sold more than a million copies. In the line, he’s on the verge of starting out with his own group, same year, the Group went through an income tax Pathfinder Publishing, which will bring out publications raid. “As a publisher, you are in the firing line and have dealing with education, information and knowledge. to absorb the threats so that those around you don’t Peri was not always a media person. An investment get affected. If you are clean, you’ll come out clean,” banker, he worked with SBI Capital Markets, the says Peri. He confesses that he is not a born leader. largest investment bank in India, from 1991 to 1995. He “Experiences have taught me to be wise,” he says. joined the Rajan Raheja Group, which owns Outlook So where does he think the magazine business in magazine, in 1995 as an investment analyst with India is headed? “The magazine business is one that Hathway Investments. But publisher Deepak Shourie’s can change the fastest because magazine readers are departure changed everything. willing to pay for content. Outlook, Pleasing advertisers and commuters In 1998, when Shourie quit, specu- four years ago, used to sell for Rs 10 - lation was rife that Outlook was up for “Pathfinder it is priced at Rs 25 now. Outlook On January 9, Shamsunder sale. Peri was given the task to quell the Money too was priced at Rs 10 four Gupta, chief public relations officer, rumours and take the ship ahead. And Publishing years ago but now sells for Rs 30. It’s Western Railways, inaugurated the he did it. “When you are pushed to the not that easy for newspapers and TV new facility for operating the LCD’s wall, you have no way but to go ahead will try to because readers/viewers do not pay for at the Mumbai Central car shed. and take the challenge.” the content so readily.” The network of these screens, How did he use his financial acu- influence the From a general interest magazine to called Smile TV, will play a mix of men in publishing? “When I came into a finance magazine to education and entertainment, information and publishing, I realised there were far too way people information now, what is the rationale advertising for 18 hours a day in all many people who understood market- for another publishing venture? Says the trains. The screens will run con- ing but few knew how to convert it think.” Peri, “After completing their education, tests, display SMS jokes and travel into commercial success. My back- 99 per cent of people are on the streets clips. ground helped me to make projections correctly and as they don’t have a plan B. There are many good insti- Non-commercial content such as then decide whether to go ahead or not.” tutes around, but they don’t know about them.” safety messages and other public Meanwhile, the internet was just taking off and, Pathfinder’s magazines (Peri has a 90 per cent stake interest or socially relevant messages like most publishers, the Outlook Group too thought in the venture while the rest is with Rajesh Jain of will also be shown on these screens. of riding the boom and came up with outlooktrav- Netcore Solutions) will be targeted at 17-35-year-olds. The TV screens will be seen by a eller.com among other sites. But when the dotcom The magazines will also be of interest to entrepreneurs. large number of Western Railway bubble burst in 2002, outlooktraveller.com too was on “Whatever I do at Pathfinder will be to influence peo- commuters (Churchgate to Dahanu the verge of closing. “It hit us hard,” he says. The ple in how they think,” says Peri. Road), which translates into more turnaround came after Peri’s visit to a book fair in Peri, who’ll continue as the publisher of Outlook, than 2.6 million passengers per day – London. He bought a few travel books from there and dismisses the conflict of interest question: “Outlook is almost 43 per cent of Mumbai’s total gave them to his team. “Look,” he told them, “here’s my baby and I wouldn’t like to harm it.” � suburban rail traffic. how we can do things - either we be the masters or we [email protected] [email protected]

3 4The Brand Reporter, January 16-31, 2 0 0 9

TRENDSRETAIL COFFEE CHAINS Where is the Advertising? Only a dozen years old, the business clocks more than Rs 1,000 crore annually. How did it get so large without using any mass media? By Neha Kalra

hen it set out, Barista looked like an ice cream parlour. The first thing that we did Wafter it was launched was to alter the look and feel of the brand,” recalls Alok Nanda, chief executive officer of the ad agency Alok Nanda & Co (ANC), chuckling at those early memories. The agency has been working on the account ever since, though the chain’s name has since been altered – following an ownership change - to Barista Lavazza. That ‘early memory’ of February 2000 is, in fact, only eight years old and yet it seems to belong to another time – imagine Indian city life without the ubiquitous coffee shop: hard, isn’t it? Though Barista’s first outlet was in Delhi’s Basant Lok, the birth of this bean-based urban, cultural revolution actually began softly in 1996 on Brigade Road, Bangalore (now Bengaluru) when Café Coffee Day set up its first outlet there. Café Coffee Day (CCD) is owned and operated by Amalgamated Bean Coffee Trading Company Ltd (ABCTCL). This wave of coffee and froth is today made up of about 1,500 cafes that do business of over Rs

1,000 crore annually across the length and breadth SUSHIL KUMAR of India. In other words, a new coffee shop has been opened every third day since the first CCD What are the forces driving this outlet came up in 1996. The pace of opening is, of incredible growth year after year? course, much faster than that now as the business Vishal Kapoor, head, marketing, for gathers momentum. CCD is by far the biggest Barista Lavazza puts it down to grow- player with 715 outlets across 110 cities and towns. ing incomes and a greater propensity Barista comes next with 200 while Costa Coffee to spend, coupled with an increasing claims third place with 50 cafes. amount of time being spent out of Even more remarkably, this retail-based, habit- home, among other things. The larger changing phenomenon has occurred without any of number of financially independent the players spending any money at all on mass women who are willing to spend has media advertising. This raises a variety of questions: been a big boost - as have internation- � How did the category get this far without al lifestyle aspirations, driven by advertising? growing media consumption. � How do the brands differentiate themselves Although their fares may appear without using mass communication? similar, coffee retail chains seem to be � And can the business get closer to its estimat- drawing different kinds of consumers. ed nationwide potential of 5,000 cafés CCD’s core target group covers a without using mass media? demographic span between 15–29 From Barista and Café Coffee Day (CCD), the years, and consumers who are young, category has swelled to accommodat e newer play- and young at heart. Free-spirited, this ers like Costa Coffee, The Coffee Bean and Tea set of people wish to have collective Leaf Co (CBTL) and Gloria Jean’s Coffee. US- fun, believes the company. For this lot, based Starbucks, the big daddy of them all, was CCD is a social hub where they like to looking at entering India through a tie-up with engage in meetings, discussions and Kishore Biyani’s Future Group, but the deal fell celebrations, all over a cup of coffee. through. Otherwise, ready-to-drink (RTD) pack- One peep through Costa Coffee, ets of Starbucks coffee were being sold by PVR at and you know that it caters to the pre- some of their multiplexes, which doesn’t happen mium end: this coffee chain seats anymore. However, one occasionally still comes mostly corporates and business peo- across a few retail outlets here and there that stock ple, above 25 years of age. bottles of Starbucks. The typical Barista customer seems UK-based Coffee Republic and Caffe Nero and Barista (top), Cafe Coffee Day (centre) and Costa outlets: spot like somewhere between the two other Germany’s Cup&Cino are some of the the difference. In these social hubs, each coffee chain uses types. The chain is frequented by the other brands that are eyeing the ‘ambience’ and ‘experience’ to differentiate itself. market. continued on page 38 >>

3 6The Brand Reporter, January 16-31, 2 0 0 9

TRENDSRETAIL

<< continued from page 36 was used on the walls. A sketch of a cup of coffee has been used on its menu cards. And all these ele- THE NETWORKING FACTOR ments have obviously, become a symbolic aniel Goleman in his Where is the Advertising? representation of the brand. Dbook, Emotional Similarly, CCD, with its bright red and purple Intelligence, says that young adults, aged between 19 and 35 years, both colours, stands for the buoyancy and youthful people’s social abilities are young men and women, who have global spirit of the brand. Couches have red and purple getting worse because of increasing work pressure, lifestyles. These people also spend a lot of time out cushions. The bright red also finds place on the distance and less of home. walls. communication between Wouldn’t advertising help the brand define Costa’s deep brown colour, and dimly lit ambi- friends. But I see social itself even more sharply on the consumer’s mind? ence is a perfect place for executives – the kind of media as a solution to this “Our challenge,” responds Bidisha Nagaraj, presi- place where you are likely to spot one whole problem. dent, marketing, CCD, “is not so much awareness bunch of open laptops. A mix of brown pastels is The rise of social media as creating a deep engagement with the con- what stands out starkly in Costa. Furniture and networking websites has given a platform for friends to keep in touch and stay connected without spending sumer.” She points out that CCD has created a floor tiles in light brown, dark brown sofas, deep much of their precious time. The whole process has brick-and-mortar social network – “a new way of brown walls, with neatly stacked newspapers, is a become so much fun and ‘in’, that almost every netizen socially networking that does not need advertising must-visit for every corporate executive. has an account on two or more of the social to create interest,” she argues. All coffee retail players exist in more than one networking sites in India. The virtual social interaction In any case, says Nagaraj, “Café Coffee Day is format across the country, and the kind of formats is increasing now and friends who had lost touch 10-12 India’s largest youth aggregator. We aggregate, on that each of these run vary from one coffee retail years back can search for each other and keep communicating with each other on a real time basis. an average, 500 consumers per day per café, lead- chain to another. CCD, for instance, runs residen- This new boom in social interaction has also led to ing to a whopping 10 million consumers in a tial, highway, airport, educational institute, an increase of visitors at the coffee shops at the month across the country. I doubt there is any flagship, lounge, mall, hospital, and 24x7 cafes. corner of the roads. The more friends you connect to, other medium that can promise this type of target- Barista Lavazza, on the other hand, has divided all the more you meet, the more places you need to ed reach for a brand like us.” of its outlets into just two broad categories – meet and therefore more traffic at coffee shops. Although none of the other brands have the Espresso Bars and Barista Crèmes. It has become very simple for people to ‘Ask’, heft that CCD has, their logic of staying away from Kapoor of Barista Lavazza says that there are ‘Schedule’ and ‘Meet’ via these websites. The crowd on these social media networking websites also differs mass media is similar. Anil Laroia, chief operating three ways to distinguish the brand experience: as they differ at the coffee shops. For example, you officer, Costa Coffee India, says that coffee chains � Constantly refresh the look of the store – will find the ‘MySpace’ kind of artsy/hipster crowd have traditionally relied on word-of-mouth pub- every couple of years change the signage, the more at ‘Mochas’ whereas ‘Barista/Costa Coffee’ licity, customer loyalty and the presence in wall colours, furniture and graphics. attracts more of ‘Facebook’ types that are business appropriate loca tions. “Also, while people like to � Regular activity to refresh the store experi- professionals, book club members and students. experiment with food – which is why quick serv- ence: celebrate events and activity that is Also, what’s interesting is the way these coffee ice restaurants need to advertise – they tend to relevant to the target audience. shops are using social media to help their businesses grow. Every coffee shop has a community or two by � stick to their favourite cuppa.” Innovate on food and beverages using an its name on these websites. These communities are Dina Mukherji, head, marketing and communi- understanding of the consumer (Barista either user-built or set up by an ev.angelist cations, CBTL, chain of Blue Foods, says that Lavazza launches a new line of F&B every – MANISH VIJ international brands promote themselves in a way quarter). These F&B launches are supported Co-Founder, and Business Head, that yields better ‘talk’ value than campaign value. with marketing collaterals. Quasar Media The concept of coffee culture is more linked with A B2C business without marketing communi- the mood of the consumer rather than the cations in mass media is a most unusual tainly leverage the web,” thinks Nanda. need (hunger) and it is the experience situation. Even more so is Café Coffee Nagaraj of CCD dismisses mainline advertising that is sold wrapped around the per- Day’s view, in which marketing is an to help her build her brand but says that “we may fect cup of coffee. “This is best sold earner as well as a spender. Owing look at a few vehicles such as radio for increasing in person than on television,” she to its huge youth aggregation, footfalls for specific activities.” While on the subject adds. CCD targets brands or compa- of looking at the future, Raj Kurup, head of If a coffee retail chain does nies that want to reach young Creativeland Asia, CCD’s creative agency, reckons not advertise, how does it com- affluent consumers, using the that for a chain that has already brought its position- municate with customers, both retail chain’s platform. This has ing alive through the experience offered to the existing and potential? The main become a steady source of customer on-ground, there could be two possible vehicle of communication is the income for CCD. routes: “Either a brand-led promotion to strengthen outlet itself which acts as a live, Mass communication hasn’t affinity and loyalty towards the brand or a proposi- three-dimensional hoarding. That is been used thus far in the category tion-led theme whereby a specific offer is why the coffee chains worry themselves because, reasons Nanda of ANC, communicated to build walk-in.” silly about the nuance of every shade “While advertising is a powerful com- Sundararajan Rajagopal, president and director they use and the lighting employed munication weapon to build brand on the Board of Citymax Hospitality India, the at their outlets. awareness, and also to build top-of- master franchisee for Gloria Jean’s Coffees, reveals When ANC set out to create mind recall for an impulse that Gloria Jean’s does utilise TV advertising in the Barista’s look, the strong orange purchase, it’s rather weak when it various markets it is present in (apart from India). colour of the logo, portraying an comes to building loyalty com- “Once Gloria Jean’s has a pan-India presence, we intense visual identity, was pared to other means of would take the same route,” he says. As of now the teamed with a deep brown sig- communication – such as expe- brand is present only in Mumbai and Bengaluru. nifying coffee. A triangular rience design.” It is clear why café chains have taken the dollop was used as a symbol or All right, but if he had to take a experience-based route to grow the business. But seal. To emphasise the logo, ANC guess at the first major campaign though advertising as a weapon seems to have been broke it up and emphasised its parts that might break for the category, in ignored for now, it could be used in the future to across the outlets. The orange colour what medium would it be? “I would cer- create buzz. Also, if the category is looking at a potential of 5,000 coffee shops, can the players achieve that, continuing the way they have so far? The business offers an example of how retail brands can Maybe, maybe not. As of now, it’s the waft of differentiate themselves without the use of mass media. aroma – rather than the lure of advertising – that’s inviting the consumer to take a sip. � Design is everything. [email protected]

3 8The Brand Reporter, January 16-31, 2 0 0 9

Advertising in a Slowdown RETAILING REALTY INFORMATION TECHNOLOGY SANDIP TARKAS RAMPRASAD L President – Customer Strategy, Future Group VP – Transactional Consumer Sales, Lenovo India

s of now we are still in the growth zone as far he current environment of economic Aas our retail formats are concerned. We are Tuncertainty has caused consumer and seeing a reasonably robust trend across markets business spending to be pulled back all over the and hence it may seem like perceptions in terms of world. The real issues in dealing with any kind of sentiments are perhaps a little worse than downturn is how well you manage business reality...Having said that, November was weaker fundamentals and are able to quickly adopt than expected, but there was a significant operational efficiencies. improvement in December. It is during such times when companies that To fight the negative sentiments, we have to are bold and courageous enough to make things focus on positive messaging to keep the happen are rewarded. Technology remains critical consumption trends positive. Also, we have for companies as the engine for innovation and focussed on giving aggressive offers to our driving efficiency. customers. Our advertising, too, is reflective of Lenovo believes the best course for businesses this. Our Great Indian Shopping Festival was during challenging times is to stay focussed on perhaps the most ambitious promotion from the fundamentals. Specifically in terms of marketing, group. in this situation one needs to communicate the We believe that many brands will have to come strength of the brand to one’s consumers and together to fight the overall negativity in the partners. Hence, it is important to communicate environment. We believe this is a good time to the value-ads and savings through our end improve upon efficiencies of our advertising but it customer offers. is important to stay salient to ensure we are seen Selecting the right medium of marketing as a brand to trust. We are maintaining a 360- communications will be critical, as ROI needs to degree presence, though there is an ever higher be far more measurable and impactful. While emphasis on efficiencies, and every aspect of cost ROHTAS GOEL following traditional mediums such as print and is under a scrutiny. Overall at an industry level, CMD, Omaxe television to convey a brand/product’s messages, there is a slight shift of monies to BTL, but we are onsumer demand has seen a shift from implementing a more targeted approach such as not yet changing our strategy... Cinvestors to end-users. The residential online marketing will come to the fore. segment is heading towards being favourable for end-users. Also, the residential market in tier II “We are maintaining a 360-degree and III cities is seeing a complete image makeover, “Selecting the right medium of with increase in demand for designer housing, presence, though there is a stronger condominiums and group housing. In tier I, the marketing communications will be emphasis on efficiencies, and every demand for boutique and luxurious properties is critical, as ROI needs to be far more on the rise whereas the buyers for mid-segment aspect of cost is under scrutiny.” and group housing projects are in a wait-and- measurable and impactful.” watch mode. The real estate sector is becoming more sensitive towards consumer demands and requirements and is taking into consideration various issues like pricing, high interest rates, etc. At the time of global turmoil companies should be more transparent and share relevant information about them with the investors, buyers and shareholders. Companies should focus on ways of better communication and should support their agency in delivering them the best creative ideas to provide an upper edge. Looking at the present scenario, we have also announced some discounts and schemes to perk up sales. We shall target ATL or BTL activities depending on the opportunity and the situation.

“We have announced discounts and schemes to perk up sales. We’ll do ATL or BTL activities depending on the

FOTOCORP opportunity.”

4 0The Brand Reporter, January 16-31, 2 0 0 9 SPECIALFEATURE

In the wake of a pervasive economic slowdown, the growth projections for India for 2009 have been revised down to between five and seven per cent. But are things really as bad as they seem? To do a quick reality check, we at The Brand Reporter got in touch with the senior executives of a few companies across sectors and asked them how demand has been affected and how marketing communication could be tweaked for greater impact.

FMCG FINANCIAL SERVICES CONSUMER DURABLES SANJAY TRIPATHY Executive Vice President & Head – Marketing, HDFC Standard Life

n the short term, the industry is growing at a Ilower pace than expected. Till October 31, 2008, private life insurance companies showed 40 per cent year-on-year growth, while LIC showed a de-growth of 16 per cent in the new business premium income over 2007. The consumers are probably choosing safer options like bank deposits. We foresee the industry growing at a rate of 20- 25 per cent in 2009-10. Companies are focussing more on improving servicing standards. Internally, companies are trying to improve efficiency and increase productivity. During a slowdown, marketing can play a major role in countering consumer concerns and in addressing changes in their buying behaviour. Companies will focus more on on-ground initiatives and more cost-effective media like radio, internet and mobile during this period. Marketers will look for return on investment from their campaigns and focus more on increasing their share of voice as there is a major SAUGATA GUPTA shift in terms of spending patterns across V RAMACHANDRAN CEO – Consumer Products, Marico industries due to the slowdown. It provides a good Director – Marketing, LG Electronics India opportunity to re-negotiate better terms from the n the first phase of the slowdown, the impacted media and try out newer cost-effective options. t’s true that there has been a major drop in Iset of consumers is restricted to primarily urban Iproduction and sales owing to the global markets. The impact has been felt in conspicuous recession. But it’s also true that we at LG have consumption items like cars, housing, consumer “It provides a good opportunity to experienced 50 per cent higher revenues in India durables, entertainment and apparel. In case of in September and October 2008, compared to the FMCG, the impact is more restricted to non- re-negotiate better terms from the same period in 2007. essential items. In the case of highly penetrated media and try out newer cost- At LG we strategise keeping in mind our new items of daily consumption, the impact will be brand strategy. Though the market situation is more of downtrading and not less consumption. effective options.” taken into account we primarily believe in Since the farmers’ income has risen sharply in offering the apt product, which is in sync with the past one year, the rural growth will continue to consumer needs. That’s why we are focussing happen. In the case of urban areas, the drop is more on innovation in our products, offering higher in modern trade (organised retail), which is smart technology and stylish designs. We at LG partly due to liquidity issues and partly because of believe that customers would not buy the lower footfalls. We could see more strategic and products because of discounts or freebies. tactical initiatives in pricing, lower unit packs and Usually firms suffering losses cut down on promotions to drive demand generation. More their advertising budgets, especially ATL activities. functionality and specificity, and more focus on Rather, in such situations the messaging should maintaining growth momentum on the power become stronger and more aggressive to increase brands are also likely to happen. brand recall and thus, brand equity. There needs to be a medium to long-term view Usually companies start adopting more of BTL in terms of brands’ investments (in marketing). A activities. But it should be a defined mix of both knee-jerk reaction by diverting monies to BTL is ATL and BTL, depending on the product not a sustainable proposition. The focus should be attributes and content of the message. It should on ATL spends. One needs to invest behind proven reach the right target audience through an initiatives rather than trying too many things. appropriate media vehicle.

“A knee-jerk reaction by diverting “In such situations, there should be a monies to BTL is not a sustainable defined mix of both ATL and BTL, proposition. Instead, the focus should be depending on the product attributes and on ATL spends.” content of the message.”

The Brand Reporter, January 16-31, 2 0 0 9 41 NEWSPEOPLE ’s ho Tha W t Interest in acting is a common factor between the two friends atre started when he was selected to play a part in a school play. He fondly recalls that he played the part of a monkey in his first school play. Arora graduated in biology and harboured dreams of becoming a doctor early on in his life. But the first taste of theatre at school had left him wanting more. Support came from his parents as they encouraged him to shift to Mumbai to try out his luck in television. Curiously enough, both Arora and Nagpal had career paths that were similar to each other’s. For starters, both of them hail from small towns (Arora from Sisar and Nagpal from Karnal, Haryana) and moved to Mumbai (Nagpal came to the city two years ago) to make it big. Secondly, each of them started off quite young. The third fact is that both of them share a love for theatre. Nagpal’s mother was a lecturer and directed plays in Arora (left) and Nagpal school. He took a keen interest in her work and eventually

FOTOCORP What a Pair! decided to pursue acting. He graduated from the National School of Drama and has acted in more than 25 plays. The pair from Bajaj XCD or the Sun Direct ad are out to explore Nagpal also likes to dabble in writing screenplays and lyrics all that gets their creative juices flowing. By Khushboo Tanna and has done television soaps and is currently doing his bit in the theatre world. He has written some part of the lyrics for he names Sumit Arora and Amitosh Nagpal may not ring a bell the song, Oye Lucky! Lucky Oye! from the movie of the same name, and is immediately, but when it is pointed out that they are ‘the pair currently writing screenplays for a couple of movies. Tfrom the Bajaj XCD or the Sun Direct ad’ then, if you are one Both of them admit that it was the Bajaj XCD ad that gave them instant who doesn’t surf when the ads start coming on, you might just remem- recognition and made them famous. Their pairing seems to have hit off - ber them. immediately after they did a sequel for the Bajaj ad, they got an offer to Arora has been in the industry for close to six years and has done the- do the ad for Sun Direct as well. Both have now been approached to do atre, commercials, television soaps and also a couple of movies such as an ad together for a plywood company. Money Hai To Honey Hai and Bachna Ae Haseeno. His association with the- [email protected]

MOVEMENTS/APPOINTMENTS A compilation of some major account and people movements in the last fortnight >> MARKETING << > IMRB International, one of the pioneers Krishnan, an engineering graduate from in market research, has promoted two of its IIT Delhi, also holds an MBA degree from senior executives. Mohan Krishnan will Delhi University. In a career spanning 17 now head consumer research and SRI years, he has worked across industries (Social and Rural Research Institute) in the such as telecom, IT, the Internet, business- Northern region for IMRB. Gireesh Sabari to-business and industrial studies as well as will head the quantitative research depart- management consulting at the IMRB. Sabari ment in the Southern region. Earlier, is an MBA from the Faculty of Management Krishnan was head, BIRD (Business and Studies, Delhi, and has work experience of Industrial Research Division) and more than 23 years. He spent a consider- eTechnology Group, at the IMRB. Sabari was head, Millward able portion of his career, nearly 20 years, at the IMRB offices ADVERTISING/PEOPLE Brown, for the Indian and SAARC regions. in Kolkata, Chennai, Bengaluru and Dubai. > Russell Barrett, who was Creative Director at Leo MEDIA Media for six years and with Dalal Street Journal for three Burnett, has been appointed Executive Creative Director at > V Madhusudan, Senior Vice- years, based in Delhi for both the assignments. Bates 141. Barrett was with Leo Burnett for five years and has President, Marketing and Sales, and The Dainik Bhaskar Group has worked on various brands, such as Reliance Mobile, Reliance > Head, New Business Initiatives, Maa appointed Associate Mutual Funds, IDBI Capital for Idbipaisabuilder.in, Prerna (an Vijay Singh TV, the Telugu general entertainment Vice-President, Sales Operations. NGO), Bajaj Electricals and Servo Engine Oils. He will look after channel, has put in his papers. He is yet Singh will be in charge of two publica- all the brands that Bates 141 handles, including Virgin Mobile, to decide on his next destination and says tions, Dainik Bhaskar and Divya Bhaskar, Radio City, Tata AIG and Fiat. Sonal Dabral, chairman, India, he is still weighing the various opportuni- and will report to Rajiv Jaitley, president, and regional executive creative director, Asia, Bates 141, says, ties that are on offer. Madhusudan says, sales and marketing, Bhaskar Group. “Bates 141 Mumbai needed someone who would lead by exam- “I count my stay at Maa TV on the same platform as some of Singh says, With its expansion plans for ple. Russell not only has experience but is also one of the most “ my most memorable stints earlier with, say, India Today or new markets, the Bhaskar Group is defi- awarded creative people today. He is inspiring, intelligent, and Sony. In 2005, Maa TV was an organisation with a turnover of nitely one of the most aggressive companies in the media focussed and I am confident that he’ll help take the Mumbai Rs 15-20 crore. Today, it has a turnover of more than Rs 90 space. My role will entail achieving the revenue targets of office to new heights.” crore.” Dainik Bhaskar and Divya Bhaskar. He further adds, Other Barrett began his career in 1996 with Rediffusion DY&R (now ” “ Before he joined Maa TV, Madhusudan was vice-president, focus areas will be to put a sales system and other process- Rediffusion Y&R). There, he was involved in creative work for sales, South, SAB TV. He was with the channel from 2003 till es in place to increase productivity, facilitate tapping of new the Taj Group of Hotels, Colgate and Eveready. After three 2005. He has also handled sales and marketing functions at clients and help us to offer 360-degree solutions to our asso- years there, Barrett moved to O&M as senior writer; he Sony (1995-98). Besides the two Hindi GECs, Madhusudan has ciates. Singh has 18 years of experience in sales and stayed there for four and a half years. Barrett was responsi- ” worked for the regional media, too. During his stint with i2i marketing, having worked in sectors such as FMCG and ble for the Luxor Che, Charlie and Hitler print campaigns, media, he got the opportunity to work for the launch of its media. Earlier, he was with Infomedia India for two years as along with Santosh Padhi. The ads picked up the maximum Marathi channel, Prabhat, and the Kannada channel, regional head, North operations. From 1996 to 2006, he was awards for Leo Burnett last year, including at Cannes, the One Suprabhatha. In addition to the electronic media, with FMCG player PepsiCo India and moved out of the compa- Show, London International Awards, Art Directo’s Club and Madhusudan has dabbled in print as well. He was with Living ny as general manager, franchisee operations, Central India. the Andys.

4 2The Brand Reporter, January 16-31, 2 0 0 9

INTERNATIONALNEWS

>> PRINT >> BUSINESS MODEL Dutch Landscape Committee: Owl In-Book Ads, Anyone? n owl is supposedly getting a Amakeover done with a towel ith Amazon ‘Kindling’ readers’ Prior to this, DailyLit had its sub- wrapped on its head and cucumber Winterest in e-books and Sony scribers paying for the copyrighted slices on the eyes. The tagline reads: claiming to have sold hundreds of titles they wanted to read or take free ‘Naturemakeoverday 2008’. thousands of its Reader devices thus far, the ones already available in the pub- digital publishers may be ready to lic domain. However, now with the introduce an innovative and emerging new model in place, it will likely be medium to advertisers and marketers. news for all the parties involved – One such publisher is US-based customers can read the books for DailyLit, which is luring forward- free, publishers or authors get incre- thinking marketers with its new mental revenue and sponsors get a revenue model called ‘in-book adver- strong exposure for their brands. tising’. The company has a significant Gallery Collection, a B2B base of 1,000 titles, including classics greeting card company, was the first like Charles Dickens’ A Christmas to experiment with DailyLit’s Carol. Unlike most other digital pub- books to its subscribers, DailyLit will offering. The card company lishers who provide one-time now be enclosing an advertiser’s sponsored College Knowledge: 101 Tips downloads on fixed payments, messages in their digital ‘folds’. The by David Schoem for a few months DailyLit is a serial book publisher sponsored books will feature the to connect with college goers. Soon which shares different categories of brand’s logo and a hyperlink to its the success of the initiative saw them books with its 1,50,000 subscribers website in the right hand corner. The sponsoring A Christmas Carol to help Advertising Agency: Black Magic through customised instalments via company will also help its advertisers them reposition themselves by Marker, Amsterdam, The Netherlands email and RSS feeds. match the books which will go well re-popularising handwritten notes in Along with sending serialised with the brand’s message. this digital age. � >> TV helpchildsoldiers. >> PROMOTIONS >> VIRAL MARKETING com: Do nothing hot in a documentary mode, A Brand New Kiss The Kraft of Speople are shown displaying placards supporting kids to gear up ransforming the consumers’ perception of an already for a war. The tagline reads: Twell-established brand is certainly a different and far Using Facebook ‘We’re supporting the problem if more difficult ball game than giving a new brand an iden- we’re doing nothing to stop it.’� tity. However, Beiersdorf, a Germany-based personal care product manufacturer, is attempting to do just that and that, too, in style. The company is trying to create an emotional connect for its Nivea Lip Care brand with its users, aiming to wean them away from the general perception that it’s merely a functional product. So the company launched a $30 million campaign titled ‘Kiss and Be Kissed’ for Nivea Lip Care, which included airing its TVC, termed Hideway, during the Advertising Agency: John St., NBC’s New Year’s Eve Special With Carson Daly. Toronto, Canada However the interesting part of the campaign was Creative Director: Stephen Jurisic the innovative use the com- & Angus Tucker pany made of the ‘kissing ith more and more marketers trying to get users Art Director: Stuart Campbell ritual’ at New York City’s Wof online social networking sites to work ‘viral Times Square, in which wonders’ for their brands – and often failing – con- >> AMBIENT couples wait for the crystal sumer-goods giant Kraft’s recent attempt may come ball to drop at the stroke of as a lesson worth emulating. ILO: Shovel midnight and kiss each The company launched a Facebook application shovel is kept packed in a toy other to welcome the new through social marketing company, SocialVibe, promis- Astore. The tagline reads: ‘This is year. ing to donate six meals for each download. Every time the toy of many Colombian children.’ The company obviously a user downloads the application, a notification is sent thought it could seal the to friends in his network via the News Feed. new message about the Lip The key to the success of the programme, accord- Care brand with as many ing to Crayon (which Kraft consulted on the use of new kisses as possible. media), was giving people the reward of social status The company gave to share the application with others. away 25,000 free samples Kraft is well on its way to achieving the goal of of Lip Care to the couples and captured them kissing on donating 3.2 million meals, through the Feeding camera. It also distributed pamphlets with tips on how to America charity, to hungry families. An earlier attempt turn first-time kisses into a sizzling affair. And that was by the company to make its Kraft Recipe Assistant Advertising Agency: Rep-Grey not all: an additional feature was offered on its website application popular on Facebook had failed to give the Creative Director: Mauricio Niveaxoxo.com through which consumers could send desired results, barely managing about 150 active Dueñas digital kisses that arrived at midnight to recipients. � users in a month �

4 4The Brand Reporter, January 16-31, 2 0 0 9 Action starts 24th January 2009

WATCH OUT!

For sponsorship contact: [email protected] INTERNATIONALNEWS >> ONLINE SHOPPING Click and Compare hat would you say to a mobile fee and sales tax. However, retails Wtechnology that enables you to stores are not taking kindly to this compare the price at which a product is technology which might make them offered at one retail store to the prices at lose their business to online retailers. other places around. Consumer Many of the upscale retail stores empowerment, right? are, understandably, upset over A host of new mobile consumers standing under phone applications allow the roof of their stores users to take a picture of a and buying the same product on their mobile stuff cheaper online. camera and then compare One of the stores in its pricing with other Michigan, for instance, retailers’. These Web 2.0 informed a shopper features have been who was scanning prod- dubbed as killer ucts that the practice was mobile applications against the store’s policy. because of their Nevertheless, the inherent capacity to technology is still to run down competi- make a big impact. The tion on a price-basis. reason primarily being The clear gainers of these that for consumers it ‘killer applications’ seem to be the means a wasted trip to the online sellers who are happy to deliv- retail store. After all, who walks into er their products much cheaper than a store just to snap pictures and then the retail stores by cutting on postage buy the stuff online? �

>> ORGANISED RETAIL

Check out the ‘Pullers’ market research firm in Illinois, they do instead of any gender ARelevation Research, conducted specification. a study on the way customers While on the face of it this may behave at the checkout counter. seem like a useless bit of informa- The firm, which does a lot of tion, a closer look at the study shopper insight research, wanted to brings forth its value to retailers find out if there are noticeable dif- and marketers. ferences in the way consumers Since most of the shoppers pull approach a checkout counter after their carts when checking out, it is they stock up their trolleys. their backs that are likely to be fac- The findings offer interesting ing the front of the store. Nothing insights into shopper behaviour and wrong with that – except that the characteristics. merchandise kept near the checkout The study reveals that while counters accounts for a substantial some shoppers push the whole cart part of the store’s sales, mostly straight through and toss the goods through impulse purchases by cus- forward onto the counter, others tomers checking out. So if they deliberately step up front and pull cannot even see what’s on offer, the wire basket through and unload they are much less likely to pick up onto the conveyer. stuff on a whim and plonk it into A majority of people are, in fact, their carts at the last moment. pullers, with almost three-fourths It’s the right thing for the stores, (74 per cent) of those surveyed at least. Now, if only they could saying they pull into the lane. Also, devise ways to turn more pullers it is their individual traits that into pushers instead. � make the shoppers behave the way Compiled by Chhavi Tyagi

4 6 The Brand Reporter, January 16-31, 2 0 0 9

NEWPRODUCTS Sponsored by Checking Blood Sugar Made Easy Linen to be Dreamy about Arkray Piramal Medical has There is no place like a dream home. And to help you launched Glucocard 01 – mini. The embellish and relish it even more, Portico has launched a device can be used to monitor the bed and bath linen collection called Portico NY India Pop. level of blood sugar in one’s body The range includes traditional Indian patterns for trendy and thus keep a tab on diabetes. homes. The bedsheets and comforters of the collection Selling Point: This blood glu- come in bright accents like orange, red, yellow and cose meter claims to simplify the turquoise. self-monitoring of blood sugar Selling Point: Targeting the youth, thi s collection is a fusion of tradi- levels, obtaining results in three tional patterns and modern designs. The collection claims to help you steps. This product comes with ‘escape to a place of your dreams.’ features like auto-coding and Price and availability: Priced between Rs 899 and Rs 3,299, it is avail- results flagging . Auto-coding elim- able across leading home textiles outlets across the country. inates coding-related errors. Its pricking device claims to function in a way so as to make Bag It in Style the process of drawing blood Mandarina Duck, an Italian fashion brand has launched a range of bags for women. Founded in 1977 by relatively less painful. It Paolo Trento and Pietro, the brand is associated with designer luggage and travel accessories. Sac collec- offers thermo-sensor tech- tion and Hera business line are the highlights of this range of leather bags and workbags. nology for temperature Selling Point: The soft, rounded contours, leather straps and handles, and resin-treated corrected results. water-resistant fabric promise to give a casual yet chic look. The Hera busi- Price and availabili- ness line claims to be organised and feminine at the same time and includes ty: Priced at Rs 888, the briefcases, wallets, laptop bags and trolleys with shiny metal fittings. The Hera device is available at line claims to have leather and chromium plated products that are scratch- chemist outlets across proof and water-repellent. The new range also has double soft line cow hide the country. leather and fabric bags. Price and availability: Priced between Rs 2,000 and Rs 25,000, this range is available at leading lifestyle stores. Twin Talk Samsung has launched MPower series of CDMA phones in the mar- Mind Games ket through its distributors – SSK Funskool India has launched a range of strategic games concep- and Bright Point. The MPower tualised by the students of IIT Bombay in case you want to series claims to allow its users to exercise your grey matter at home with family this winter. The seamlessly shift between various games include Chakra View, Triplets, Gotcha and Sixteen Fixteen. CDMA operators. The series Selling Point: Identifying diverse shapes and colours was includes MPower 569 and MPower taught to us as kids and Funskool promises to help us revisit those 309. days with the new age game called Sixteen Fixteen. One can test Selling Point: The phones claim one’s skills and grey matter by matching the right com- to perform the function of data bination of pieces to get a square of purely one cards when connected to laptops colour. Chakra View is a strategic game with through Bluetooth or data cable, soldiers and mantris (ministers). eliminating the ne ed for separate Price and availability: Priced Rs 399 cards. MPower 569 is a multime- onwards, the game collection is available at lead- dia-enabled phone, while MPower ing toy stores across India. 309 comes with video recording. Both the phones are equipped with mobile Noteworthy Notebook tracker feature. Sahara Computers, a South African company, has announced the launch of Price and its latest notebook based on Intel’s Montevina platform. The new Sahara availability: NB846137-M002 is powered by Intel Centrino 2 Duo processor. MPower 309 is Selling Point: The notebook with piano finish comes with Linux and priced at Rs 6,300 claims to be certified on all operating systems. It also has Mobile Intel and MPower 569 at GM 45 Express chipset, with a six-cell lithium-ion battery for extended Rs 9,900. The power. Integrated wireless LAN, supe r multi-DVD writer, card reader CDMA handsets and a 2 megapixel webcam are some of its other value adds. are available at Price and availability: Priced at Rs 44,999, the mobile stores notebook is available at most of the technology across the retail outlets and through the company’s country. channel partners across the country. Compiled by Sumantha Rathore

4 8 The Brand Reporter, January 16-31, 2 0 0 9 Recruitment solutions @ TBR For assistance Call Anuj Jhuraney +91 9818132322 Email [email protected] JOBSWITCH JOBSWITCH JOBSWITCH OrganizationJOB Name: Child Rights SWLocation: Delhi, Mumbai, ITCHProfile: The successful candidate Profile: The applicant should have and You - CRY Bangalore & Chennai needs to be a focused, result around 6 years of experience in Position:OrganizationDeputy Name: GeneralChild Manager Rights Profile:Location:TheDelhi, incumbent Mumbai, would be orientedProfile: The and well successful connected candidate mainProfile: lineThe advertising applicant agencies should withhave -and Individual You - CRY Partnerships requiredBangalore to & gain Chennai access to and individualneeds to be capable a focused, of creating result and strongaround portfolio 6 years of of experience work. The in Location:Position: BangaloreDeputy General Manager developProfile: strongThe incumbent business would be convertingoriented and meaningful well connected leads to personmain line must advertising be an out agencies of the box with Profile:- IndividualThe applicant Partnerships should have relationships,required to gain as well access as developto and lastingindividual business capable revenues of creating in Retail and thinkerstrong portfolio who can implementof work. The ideas at exposureLocation: toBangalore a large DSA set-up and ongoingdevelop relationships. strong business The job Market.converting The meaningful applicant should leads to have itsperson best, mustalso should be an out be a of motivator the box handlingProfile: The channel applicant sales inshould an have profilerelationships, would include as well as enabling develop throughlasting business knowledge revenues of structural in Retail whothinker can who lead cana team implement & make ideas at organisationexposure to isa large a definite DSA advantage. set-up and clientsongoing to relationships. embrace the company The job as setupMarket. in Retail The applicant Industry should and strong have presentationsits best, also should as well. be a motivator Thehandling person channel should sales have in excellent an partnersprofile would in their include product enabling marketing presentationthrough knowledge skills and of exploring structural Email:who can lead a team & make communication,organisation is a analytical definite advantage. and andclients proficient to embrace in developing the company and as newsetup business in Retail opportunities, Industry and strong [email protected] as well. teamThe personmanagement should skills have with excellent a presentingpartners in integrated their product marketing identifyingpresentation markets skills and & contributing exploring ...... Email: goodcommunication, geographical analytical familiarity and with communicationand proficient in plans. developing The person and strategicallynew business to opportunities, the growth and [email protected] theteam region. management The job skills profile with would a shouldpresenting have integrated 5 - 6 years of relevant directionidentifying of marketsthe organization & contributing for ...... includegood geographical exploring new familiarity avenues with to experiencecommunication in Business plans. The person Retailstrategically Market to Creating the growth Brand and To advertise, contact: the region. The job profile would should have 5 - 6 years of relevant direction of the organization for increase the organisation's reach development and Servicing in Strategy for private label products Sachin Gupta include exploring new avenues to experience in Business Retail Market Creating Brand To advertise, contact: through channel partners, Events and promotions with a across the categories. The candidate Ph: 0120 4077808 increase the organisation's reach development and Servicing in Strategy for private label products effectively manage existing minimum of 2 - 3 years in leading should have 10 - 15 years with min email: [email protected] Gupta partnershipsthrough channel and establish partners, new aEvents team. and promotions with a 3across yrs in the similar categories. position. The candidate Ph: 0120 4077808 Aarti Khatri partnershipseffectively manage for fundraising. existing Email:minimum [email protected] of 2 - 3 years in leading Email:should [email protected] have 10 - 15 years with min email: [email protected] Email:partnerships [email protected] and establish new ...... a team...... 3 yrs in similar position. Ph: 022 40429706 partnerships for fundraising. Email: [email protected] Email: [email protected] email: [email protected] Khatri ...... Organization Name: TIC Organization Name: Wavelength Ph: 022 40429706 OrganizationEmail: [email protected] Name: Jagran Integrated...... Marketing Services. Communications...... To view other jobs in Marketing, email: [email protected] Solutions...... Position:OrganizationAVP - Name: Retail BusinessTIC Position:OrganizationAssociate Name: CreativeWavelength Media and Advertising, log on to: Position:OrganizationGroup Name: Head BusinessJagran DevelopmentIntegrated Marketing Services. DirectorCommunications To viewhttp://jobs.afaqs.com other jobs in Marketing, DevelopmentSolutions Location:Position: NewAVP - Delhi Retail Business Location:Position: MumbaiAssociate Creative Media and Advertising, log on to: Position: Group Head Business Development Director http://jobs.afaqs.com Development Location: New Delhi Location: Mumbai

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