March 16-31, 2019 Volume 7, Issue 18 `100

8 INTERVIEW TARUN KATIAL CEO, ZEE5

JUST DIAL 14 What About the Rest? Will people forget other apps? 6

SURF EXCEL Passions Boil Over How brands should tackle social media bashing. 16

ADIDAS Equal Treatment The challenges of e-commerce marketing.

“WE HAVE VERY GOOD LEVI’S Shaping the World 10 RETENTION RATES” SNICKERS Playing with Words 20 Katial wants to increase the subscriber base and hopes to MOST VIEWED ADS convert free users into premium subscribers in quick time. On the Campaign Trail 21 eol

This fortnight... Volume 7, Issue 18 f there’s one thing that amazes me about the Indian OTT segment – that EDITOR Sreekant Khandekar I comprises over 30 players, of which 10-15 have big numbers – it’s the prolificity PUBLISHER March 16-31, 2019 Volume 7, Issue 18 `100 with which new content is churned. There is just so much content being produced! Sreekant Khandekar 8 INTERVIEW Just how many shows are we to watch? EXECUTIVE EDITOR TARUN KATIAL CEO, ZEE5 Ashwini Gangal

JUST DIAL 14 What About the Rest? ZEE5, freemium digital video-on-demand platform from the house of Zee ASSOCIATE EDITOR Will people forget other apps? Sunit Roy 6 Entertainment Enterprises, one of the last to enter the VOD battleground, began by PRODUCTION EXECUTIVE announcing 90 original titles in its first year. Moreover, the platform will release 72 Andrias Kisku

SURF EXCEL Passions Boil Over new titles by April 2020. Yet, Tarun Katial, CEO, ZEE5 India, insists it’s the How brands should tackle ADVERTISING ENQUIRIES social media bashing. depth that matters. He’s on our cover this issue, as ZEE5 turns one. Shubham Garg 16 81301 66777 (M) We spoke to Tarun about the competitive OTT game – particularly, ZEE5’s Apoorv Kulshrestha ADIDAS Equal Treatment 9873824700 (M) The challenges of e-commerce marketing. audience acquisition strategy, what premium means in the OTT space, the Noida

“WE HAVE VERY GOOD LEVI’S Shaping the World 10 Nikhil Jhunjhunwala RETENTION RATES” SNICKERS importance of creating content for regional audiences, the growth of voice search, Playing with Words 20 Katial wants to increase the subscriber base and hopes to MOST VIEWED ADS 9833371393 (M) convert free users into premium subscribers in quick time. On the Campaign Trail 21 the content recommendation system he’s got in place on the platform, and most Mumbai importantly, his subscription related plans. Tarun is confident about being able to [email protected] convert his non-paying users into paying users, soon. Interestingly, he tells us there’s MARKETING OFFICE a fair amount of overlap between people who watch television and those who pay for B 3, Ground Floor, Sector 4, Noida -201301 Uttar Pradesh content on OTT. But, on the contrary, from a consumer psychology perspective, one must look at not television, but the film industry, and film marketing, very closely MUMBAI 302, Makani Center, 3rd Floor, if one is keen on understanding the online video pay space, believe media experts. Off Linking Road, Bandra (W), Mumbai - 400050 One point made by Tarun really stayed with me; it challenges the way we’ve SUBSCRIPTION ENQUIRIES been classifying content all this while: on OTT, unlike on TV – or even in the case [email protected] of movies – how ‘new’ a show is, depends not on the release date, but on when a Owned by Banyan Netfaqs Pvt Ltd and person discovers it. By that definition, for him, an old-yet-new show is Karenjit Printed and published by Kaur - The Untold Story of Sunny Leone. Every new subscriber watches it, he Sreekant Khandekar, at 7-A/13, Ch. Ratan Singh Complex, claims. Jawala Heri Market, Paschim Vihar, New Delhi-110 063.

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

Ashwini Gangal [email protected] CONTENTS

19 JAGUAR LAND ROVER Non-stop Action Cause-vertising to create conversations. 17 12 VIVEK SRIVATSA 10 “The Fan Parks Helped” Srivatsa is upbeat about the second year of Tata’s DAILY HUNT 18 KEDAR APTE ASHISH BHASIN association with the IPL. In this exclusive interview, he ‘Parroting’ opinions? “Influencers are Key” Home Base says he is expecting “even Create your own opinion The stories behind marketing Why Bhasin’s new role is such better results” in 2019. instead of being a ‘tota’. an engine lubricant. a big deal.

afaqs! Reporter, March 16-31, 2 0 1 9 5 e

SURF EXCEL Passions Boil Over What happened with HUL’s Holi spot for Surf Excel this week could happen to absolutely any brand campaign tomorrow. What should brands do when a simple advert is monsterised, then bashed on social media? The experts debate. By Aishwarya Ramesh and Abid Hussain Barlaskar urf Excel’s newest Holi-themed it’s a reaction from one particular ad found itself in the middle of section... If I were in their place, I’d Scontroversy. Social media erupted lay low for some time... Brands need at the brand’s attempt to promote Hindu- to be extra careful and sensitive right Muslim harmony. We spoke to industry now. We’ve seen the damage social professionals about the campaign and the media can create to brands and this perils of digital marketing. The responses: is real. die down. In the age of the internet, theme, you don’t know how it might controversies come and go, and this be misunderstood. I would say Deepika Tewari Abhishek Gupta one too shall pass. religion is a sensitive subject right Associate Vice President, Marketing, CMO, Edelweiss Tokio Life now and best to keep away from it. Jewellery Division, Titan Irrespective of the medium, you will Ravi Shankar K, Trends on Twitter are supposed to It’s not a unanimous view; it’s a always get different reactions from Senior vice president - India Online have a half-life of 24 minutes which polarised view. In that situation, your target groups. As a marketer, Business - Langoor means that half of all the impressions, wouldn’t you stand by people who it forces us to be on our toes and Given the prevalence of social media clicks and retweets your tweet are rooting for your ad? Why would makes us vigilant about the kind of usage, dealing with its marketing and receives will happen in the first 24 you succumb to the pressure of communications we’re bringing out. its downsides need to enter corporate minutes and then drop dramatically. people who are dissing your ad? Social media gives you feedback and communication playbooks. Brands So whether you issue an apology or There will always be naysayers. That the pulse of the audience, quickly. often find themselves at the receiving not, the trend is going to die. If the doesn’t mean brands have to pull This is not a case of a cause gone end of public ire when they talk company believes in what they did, down the ad. It’s not like a legal body wrong. As a brand, you need to take about sensitive issues like religion, they shouldn’t apologise. If it was a or government authority is telling up a cause and ensure that it fits with politics and regional identities. And genuine oversight and they felt it was the brand it’s anti-national or anti- your brand. Once you’ve decided on because social media gives a voice wrong, then they should. social... So does the brand need to the cause, you need to stick to it and to the masses, individual opinions take a stance by apologising or taking do something meaningful around coalesce very quickly into mass Rajasekar KS it down? I think it is in continuation it and be consistent with it. The sentiments forcing the brand to go GM - Marketing at Matrimony.com with Surf Excel’s standpoint of daag acche hai and the goodness that on the defensive. Brands, like humans, are sometimes ‘dirt is good’ (referring to the daag comes out of the stain is a narrative The brand’s reaction, ideally, vulnerable. The recent error in achhe hai communications) and is in that Surf Excel has been using for depends on their stand with respect judgement by HUL is a good case continuation of the regular thematic quite some time now. to the issue. If the brand is fully study for marketers, social media advertising it did for Eid, for example. If there’s a fair balance of positive aware of what is put out and have strategists and PR folks. On social, if and negative comments, then you their convictions in place, they may things go wrong it can be a terrible Ramanujam Sridhar should stick to it. want to stick with their stand. In downslide and spiral out of control. Founder & CEO, Brand-Comm some cases, the communication Marketing that rides on cultural I don’t see anything offensive about Rohan Mehta could be mistimed, misconstrued or sensitivities and religious sentiments the ad, but people’s views tend to be CEO - Social Kinnect, a digital a plain mistake. In such situations, is treading on dangerous waters. quite polarised - I can see that from marketing company the brand would be advised to issue a The best way out depends on the my various WhatsApp groups; these Social media has helped brands reach clarification addressing the sentiment social media quicksand that a brand are the people who are vocal on social more customers than ever before. and pull out the offending content. is caught in. If it’s about cultural media, unfortunately. However, it has also given rise to Trying to leverage the positive insensitivity, national pride, religion It’s a creative rendition of a two-way streets of communication. sentiment can potentially result in or racial bias and if the brand thinks thought. Yes, it’s about religious In the case of Surf Excel, they should the negative sentiment lingering that there’s swelling discontent, it’s unity and the brand message has leverage the positive sentiment that longer and even spiralling out of best to delete the post and lie low, a slightly different execution. I’ve the campaign has also generated. control. So, the primary question to hoping the intensity of the backlash spent my entire life in advertising These days, it’s tougher for brands ask is ‘why did we do this?’ and then fades out. Few brands are able to and I wish I’d written an ad like this to separate themselves from real- tailor a response accordingly. stand up, defend and build on their - that’s the benchmark of greatness time issues and current events in proposition; most don’t. If a brand for any advertising communication. the political and social space. Prabhakar Mundkur believes in its narrative, it should People might be objecting because With an increasingly conscious Brand strategy adviser stick to it. But if it is not what the of the time of the day - elections are and opinionated consumer base, The atmosphere in the country is a brand really intended and feels that coming up and people think they can companies should not alienate little charged right now, so I would people have been offended... a clean make an issue out of anything. If I potential customers and maybe opt typically avoid advertisements with apology - without any excuses - is were the brand manager, I wouldn’t for a neutral stance. religious connotations. With the Surf the wise thing to do, but not before be worried about it because a certain The best strategy would be to Excel ad, the emotion is a positive clearly stating its position on the level of controversy does help the remain neutral and wait for the one unlike the Red Label Kumbh ad, issue. n brand. It’s not a global reaction; controversy surrounding the ad to but once you dabble with a religious [email protected]

6 afaqs! Reporter, March 16-31, 2 0 1 9 FOR US EVERY DAY IS WOMEN’S DAY

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JUST DIAL What about the other Apps? If you’ve been paying attention, Just Dial’s been running an ad for months, asking people to turn to one app for all their needs. Will they? By Abid Hussain Barlaskar

to a food delivery site like Swiggy, then to a cab-hailing app like Uber, we just have to tap a different icon,” he explains. “The user would move to a fourth option like Just Dial on two accounts - first, if JD is providing ten services and all of them must be better than the individual providers’. Or the commercial benefit (discount/offers) from he user interface of Just Dial As per the company’s last quarterly JD has to be significantly (JD) resembles the menu reports, 78.5 per cent of its traffic higher. In that case, users Tpage of any modern day originated on mobile platforms might compromise on smartphone. We say this because, followed by decreasing desktop and quality to save money. the interface is loaded with windows voice traffic. The total active business Otherwise, it’s not a to a wide range of services like cabs, listings stood at 24.8 million and difficult task to move doctors, restaurants, hotels, travel cumulative app downloads at the end between the individual bookings etc. - just like the app icons of the quarter stood at 22.8 million. platforms. Also, there on a phone. Impressive figures. are existing brands The platform, in its ad The brand roped in Amitabh and positionings in the communication, boasts of being the Bachchan to be its face in 2010 and consumer’s mind. It will one-stop-shop for most modern-day he has been with the brand ever be really hard to change digital needs. The brand also firmly since. Its most recent ad film features the recall to Just Dial - positions itself as an answer to the a disappointed Bachchan at an airport that’s a bigger challenge,” much-asked question - how many with his attention drawn to repeated Vaitheeswaran adds. apps are we supposed to have? app notifications of a fellow flyer. Rahul Vengalil, founder - WhatClicks, Interestingly, while Just Dial lists products double eight” part of the commercial, says, “Just Dial has evolved over Bachchan tells viewers that they can time; from the first communication from other e-commerce players in the also use Just Dial’s services by calling which was voice-calls to having a JD in. app on the phone. The platform that comparative results section on the app, the they have created is very powerful results redirect you to other platforms. SO, WHAT’S THE ANSWER? and they have been vocal about it for K Vaitheeswaran, co-founder of quite some time now. Consumers Just Dial was founded in 1996 by Bachchan rids the flyer’s phone these India’s first e-commerce company - are becoming picky and choosy VSS Mani, currently the company’s apps, the likes of grocery delivery Fabmart.com and who also recently about how many apps to have on MD and CEO. Mani, at the time, platform Grofers, food delivery app co-founded ‘Again’, a dairy-based their mobiles. The real estate/space decided to create a database of Zomato, healthcare app Practo, travel drink, says, “Although it sounds available is limited and if a single app contacts about local business listings booking app MakeMyTrip, and interesting, it may be difficult to can replace 4-5 in one go, then it is over voice calls. The platform today movie ticketing app BookMyShow execute. In the internet-tech-e- definitely beneficial to consumers.” boasts of being multi-dimensional. among others. Worth a mention commerce-digital world, the easiest “However, the success of the app It now identifies itself as “India’s is the fact that JD, unlike other thing for a consumer is to move from will depend on the user experience No. 1 Local Search Engine” that is e-comm and similar digital players, one platform to another.” which a brand can provide consumers. also a marketplace, an e-commerce has shunned the discount game. Vaitheeswaran equates Just Dial’s The question is, whether they are able platform, a price comparison site, a The brand has rarely communicated situation to that of a hypermarket. to deliver on the promise that they content aggregator, news app and also discounts or offers on the platform. “In the offline world, people go to have given, i.e. is this the best option a social platform. While it started out Interestingly, while Just Dial lists hypermarkets and destination stores or is there something better which the with voice as its forte, the platform products from other e-commerce as they would provide everything in consumer will find elsewhere. If JD underwent multiple shifts with the players in the comparative results one place. It was very successful in can address that with communication coming and rapid penetration of the section on the app, the results redirect the offline world since the customer as well as execution, then they have internet. Today, it’s betting on areas you to other platforms. did not require the physical effort a winning formula. If they don’t do like voice-based search, location- However, JD hasn’t disconnected of moving from place A to B. In the that fast, then it would be a losing based targeting, digital payments, its voice roots, yet. With the “triple online world, if we have to move battle,” Vengalil signs off. n content, and social. eight - double eight - triple eight - from a shopping site like Amazon [email protected]

8 afaqs! Reporter, March 16-31, 2 0 1 9 #miawards

SHOWDOWN: MARCH 27, 2019 | LE MERIDIEN, GURUGRAM 7:00 PM ONWARD e

ASHISH BHASIN Home Base Dentsu expands Ashish Bhasin’s role to include Southeast Asian markets. Is that a big deal? It is, if you consider the fact that he will be based in India. A look at the India as the headquarters for agency networks. By Ashwini Gangal

ore important than if not the fastest growing market, and the largest tech companies Joshi was given the reins of Dentsu Aegis Network’s in the world and is of significant (Microsoft’s Satya Nadella, Google’s McCann’s Asia Pacific region Mannouncement about the scale now. So given the relative scale Sundar Pichai) in the world. Today, (including Greater China, Japan, expansion of Ashish Bhasin’s role and growth of India as a market, it we live in a world where it’s not Australia, the Philippines and several and purview - to include several wasn’t a very difficult decision to about your nationality or location, other nations), we asked him about Southeast Asian markets besides make. Personally, I feel there’s huge but about your performance and Indian talent staying put even after India, the newly-formed ‘Greater potential still to be captured in India, delivery... focus is shifting from getting regional roles. Joshi told South region’ as the network calls so it’s important to be here. And in nationality and location, for sure.” afaqs! Reporter at the time, “Well, it includes Sri Lanka, Bangladesh, general, geography is history. We Note that Bhasin’s remit will you don’t ask this question ‘Will you Indonesia, Thailand, Vietnam, have so many tools to stay connected, exclude Singapore, which will be led move or not?’ to someone living Philippines, Malaysia and Myanmar including the mobile, today...” by Masaya Nakamura, who is deputy in the US or London. Probably, - is the fact that Bhasin will Is India hub enough for the media chairman and chief growth officer of we are biased to begin with... That continue to be based in India. And and marketing industries, today? Dentsu Aegis Network APAC. is changing. You can reach India that’s the clincher. In the past, an Enough to be deemed ‘headquarter There have been other examples from anywhere in the world and elevation such as this one would material’ for the APAC region? To that are similarly symptomatic of get to anywhere in the world from entail relocation on the part of the over-simplify, is Mumbai the new the changing way in which global India. I don’t think we are lagging leader at the helm. behind in technology... Yes, it is a We spoke to the CEO, Dentsu There is a change in the way global networks changing reality. I chose to stay here Aegis Network, Greater South, and because the action is here. There’s Chairman and CEO, India. Did he are regarding Indian leadership. a throbbing sense of life you get in have to fight to stay put in India? Singapore? “That’s a presumptuous networks are regarding Indian India...” “No, it’s not that I had to fight to statement. Mumbai is the new leadership. The one most readily In the world of media, recall the stay back. I had to logically reason it Mumbai. India is a large, fast- recalled is the elevation of adman decision of The Walt Disney Co to out,” Bhasin tells afaqs!Reporter, “I growing, dynamic market. On the Piyush Pandey, who replaced give Uday Shankar the responsibility think it is possible to do a regional or other hand there are some serious Tham Khai Meng as worldwide of heading the APAC market, when even a global job based out of India. infrastructure issues here. It’s difficult chief creative officer of Ogilvy in it reorganised its structure recently. It’s difficult but not impossible. to compare,” Bhasin answers. December. He continues to work Heads of three markets – the Greater Sure, Singapore is a very convenient He goes on, “Indian talent is equal out of Mumbai. The development China, Japan and Korea teams, the country to handle the region from to or perhaps better than that in fetched headlines along the lines Australia and New Zealand cluster and yes, it is harder and more many other markets. And India has of ‘Manhattan reports to Mahim’ and the West Asia group – will report strenuous to travel out of India than been a big net exporter of talent, and ‘Shivaji Park controls Madison to Shankar. Some years ago, Vikram it is to travel from Singapore...” even in marketing companies like Avenue’. Okay, most of them were Sakhuja ran Maxus’ global ops from He adds, “In our case, India is Pepsi (former CEO Indra Nooyi), ours. Mumbai for a while. n one of the fastest-growing markets, Mastercard (Ajaypal Singh Banga) A few years back when Prasoon [email protected] LEVI’S Shaping the World The music video stars influencers from all walks of life. By Abid Hussain Barlaskar

evi’s unveiled the fifth edition of their ‘I ‘being’; there are an increasing number of stories Shape My World’ campaign. The music of women who took their chances and beat the Lvideo stars personalities like Malini Agarwal, odds. During the past 4 seasons of #ISMW, we empowerment. As part of the previous editions of Kubbra Sait, Sandhya Menon, Swara Bhaskar and drove inspiring stories of fearless women. This the #IShapeMyWorld campaign, Levi’s has also Neena Gupta; it was sung by Anushqa Sahaney season we celebrate the power of the collective celebrated figures like India’s first and youngest and features verses by rapper Hard Kaur. through women who are authentic, original and village Sarpanch with an MBA degree, Chhavi Meeta Bharvani, Director Marketing, Levi’s purposeful, all qualities that are inherent to the Rajawat, hairstylist Sapna Bhavnani, Anjali India says, “The #IShapeMyWorld campaign Levi’s brand”. Lama, India’s first transgender model, standup is driven by the insight that in a world that The video features a line-up of female comedian Mallika Dua, actor Huma Qureshi, VJ still tries to restrain women from achieving personalities from different industries such as Bani J, actress Ileana D’Cruz and contemporary their potential by fuelling insecurities about entertainment, fashion, sports, journalism and dancer Shakti Mohan. n themselves; whether it is about her ‘body’ or her social change to celebrate the spirit of women [email protected]

10 afaqs! Reporter, March 16-31, 2 0 1 9

e KEDAR APTE “Influencers Play a Key Role” As Castrol releases an intense, election-themed campaign, Kedar Apte, vice president marketing, presents his views on what it means to head the marketing function of an engine lubricant. By Deepashree Banerjee

astrol Activ, the automotive is a move towards more fuel efficiency, and industrial lubricant extended oil drain intervals and the Cmanufacturing brand, an Indian ‘last mile segment’ (movement of subsidiary of British Petroleum, has rolled goods from transportation hubs to out its recent marketing campaign titled final destinations) propelled by a rise #NonStopDemocracy set against the in mini/ light commercial vehicles. backdrop of the upcoming Indian general We’re expecting growth in the elections. The film uses the topical window infrastructure and manufacturing catching early conversations of the elections. sectors and hence, see a good afaqs!Reporter spoke to Kedar Apte, vice opportunity for growth in the president marketing, Castrol India about industrial and heavy-duty segments. the ad and the segment. Edited excerpts: The lubricants market in India is expected to grow between 2-4 per On the new voting-related ad... cent over the next few years, driven The target audience for the by robust vehicle sales assumptions. campaign is young bikers in their 20s. This growth will be led by the Today’s youth are responsible; they involved in the servicing of their personal mobility segment - two- stand up for what they believe in and vehicles. For instance, several bikers wheelers and cars - while growth in want to make a positive difference in read manuals and research online to the commercial/industrial segment society. We’re positioning the bike as better understand things like the right will be much lower. their trusted ally. viscosity (of engine oils) for their With Indian households generating People have strong views and bikes. Car enthusiasts want to know higher disposable incomes, there has engage in debates on topics regarding the benefits of synthetic products been a significant boost in vehicle administration, but many shy away for their cars or the best engine oils sales for personal mobility. There’s from voting. We decided to promote available. Several truck drivers have growth in first-time users of personal voting. I feel ad films have the power shifted to new generation engine oils mobility vehicles and in the usage to shape thoughts and bring about a and farmers seek the best engine oils of two-wheelers in small towns change in behaviour. for tractors - their lifeline. and rural markets. The emergence While some consumers are of gearless scooters driven by an On the media mix... “While some involved in the purchase of the increasing number of women riders A few years back, our product, others rely on experts - has also led to significant growth in communication was largely uni- consumers are mechanics or service advisors. We two-wheeler sales. directional through TV advertising; also engage with these influencers. We also see the top end of the we would get responses from involved in the Influencers play a key role in this market growing as is evident from consumers only through our purchase, others category. There are times when the the growth in the premium segment. on-ground engagements. But with a shopper may not be the same as sharp increase in internet penetration, rely on experts the consumer. For example, while EXPERT SPEAK communication has become more like mechanics or a significant proportion of riders Communications consultant two-way. We get an instant reaction of gearless scooters are women, Karthik Srinivasan finds the film to our campaigns and can respond to service advisors.” very often they rely on their male laboured and painfully stereotypical. consumer queries faster. KEDAR APTE family members to get their scooters The film, he says, is an example serviced. of content that reminds one of the On marketing efforts... run-time, despite it being only 1 We invest in strengthening segment - to target farmers. On the engine oil segment... minute and 40 seconds. “There are loyalty for our brands by focusing We have two social communities The lubricants market is a largely films that make you forget the run- on both rational product benefits as - Castrol Cricket and Castrol Biking. fragmented space with more than time because they are so engaging, well as on emotional affinity with We create special content for these. 2,000 players, including national as and then there are films like this consumers and influencers. The We have been associated with well as multi-national oil companies. that take their concept so seriously lubricants category is one in which sporting properties like ICC, FIFA, In the context of engine that they overstay their welcome and an engine or a machine consumes F1, MotoGP, and Kabaddi. technology, we are seeing a shift in squander that attention,” he shares. the product. The consumer has demand towards premium, thinner, The fact that he was able to guess the limited interaction with the product. On the TG... synthetic oils in the four-wheeler inevitable outcome within the first Therefore, marketing engine oil to a Youth continue to drive growth in segment. The immediate change few seconds of watching the ad, was consumer has its own challenges. most of our segments. While the auto will be the transition to BS VI (an another pain-point. While digital has continued category has predominantly been a emission standard that will bring Viren Razdan, managing director, to grow rapidly, TV, with its ‘male category’, usage by women has much-needed changes in the Indian Brand-nomics considers elections unparalleled reach and impact, been on the rise, especially in the automobile industry in terms of the new event window. Here, the remains the lead medium for us. gearless scooters and cars space. pollutant emissions) in 2020. With brand is just being topical. But he Mobile is now an integral part of OEMs focusing on getting ready for goes on to add, “If this is a cause, every campaign. We also use the On challenges in the segment... this transition, we are working on it missed. Causes have depth and it element of on-ground activation, Consumers are seeking more new products too. shows,” he concludes. n especially for our tracker engine oils information and getting more In the commercial segment, there [email protected]

12 afaqs! Reporter, March 16-31, 2 0 1 9 o

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The candidate should be able to Location: Mumbai AdWords, Google Analytics, DBM, com facilitate, ideate and lead campaign Email: [email protected] DCM, TTD, Mediamath, TURN, ...... brainstorming sessions along with ...... Facebook, Instagram, Twitter, the whole team. Omniture, etc. Monitor and develop Post: Copy Writer - Digital media Exp: 0 to 2 years Post: Art Director/Chief Designer/ reports on competitor activity within Company: Le Hedonist Location: Mumbai Sr. Designer social media spaces. Profile: We’re looking for self- Email: manoj.motiani@ Company: DigiStreet Media Pvt Ltd Exp: 1 to 2 years motivated creative writers to join the thoughtbubbles.in Profile: Design the concept Capable Location: Gurgaon Le hedonist content team on two key ...... of thinking ideas Connect logics Email: [email protected] client accounts - on luxury jewellery with creativity ...... brand Her Story & business Post: Business Development Nurturing team of graphic designers publishing stalwart Harvard Business Manager Prioritization and effective churner Post: Video editor/ Motion graphics Review Ascend and more. 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afaqs! Reporter, March 16-31, 2 0 1 9 13 “WE HAVE VERY GOOD RETENTION RATES” ZEE5 India’s CEO wants to increase the subscriber base and hopes to convert free users into premium ILLUSTRATION: DEEPESH SINGH subscribers in quick time. By Anirban Roy Choudhury

ebruary 14 2018 was when ZEE5 was launched with a bang. The digital video-on- demand (VOD) platform from the media conglomerate Zee Entertainment Enterprises grabbed immediate attention when it Fannounced that it would release 90 original titles in Year One. Back then, Netflix was yet to launch its first India Original, Amazon Prime Video had added two India Originals to its portfolio and ALTBalaji and had a few of those - but 90? An unprecedented move, it had its share of sceptics especially because of ZEEL’s not- so-successful ‘experiment’ with Ditto TV, launched in 2012 and Ozee, which came into being in 2016. A year later on February 14, 2019, ZEE5 - one of the last to enter the VOD war - claimed that it had 56.3 million monthly active users (MAU) and that it had registered a 36 per cent growth over the quarter ending September 2019. It also declared that users spend an average of 31 minutes per day on ZEE5. The app crossed 50 million gross downloads on the Android Play Store. So did the 90 original titles work? “The depth matters,” says Tarun Katial, CEO, ZEE5 India. According to Katial, the platform will release 72 new titles by April 2020, which means about three per month. These titles will include, episodic series, digital- only movies, and short stories. In an exclusive interview with afaqs!Reporter Katial looks back - and ahead. Edited excerpts:

You have held leadership positions in Star and Sony in the past. Weekly ratings give you an assessment of where your channel stands which is a source of motivation. How is it in digital? Every hour is a Thursday in the digital business. We have real-time analytic data that comes directly on our smartphones and thus we know how Fifty million gross downloads is a big number. This actually makes a difference between just we are performing every hour. We keep on How about retention? acquiring customers and acquiring customers who analysing what content or feature or functionality We have very good retention rates. We probably want to watch you. What we do is slightly more has resulted in what outcome. The other thing have the best retention rates in the Indian space. progressive from just acquiring customers. We that we constantly keep a track of is the result That is also primarily because we tend to focus on always followed the onion peel approach where of each promotion. I come from a data background intent-based downloads and most of our marketing first, we go after consumers who already consume and I am very committed to data and planning out efforts are all intent-based - contextual advertising, Zee TV and the network (regional) content and of it. content marketing and so on. then the others.

14 afaqs! Reporter, March 16-31, 2 0 1 9 oeo

When you look back at the year is very high and that is because gone by, what do you think are catch TV content is what the free the highlights so far? consumers consume. Launching a premium service was a big highlight for us. We You want to increase your are probably at the front end of subscriber base by 30X in the next premium and original content in the two years. How do you intend to country. There were some global do that? Is your SVOD subscriber majors who had some bit of Indian a new content consumer or are original content and then there are you looking to grab a pie out of some who have tried to use sports the TV viewer base? as a premium offering. We are the The subscribers will come from only Indian OTT player which has both B2B and B2C and through such vast library content in so many our ability to purpose the content different languages. Launching and its volume. They will also come so many premium shows in so through partnerships with telcos, many different languages was a big partnerships with other services, highlight for us. partners in the OEM space. There is a fair amount of overlap In terms of technology what between people who consume are the accomplishments that television through cable or DTH excite you? and SVOD on OTT platforms. Also, The launch itself was a highlight the SVOD consumer is slightly more - 12 languages on UI and putting discerning, slightly more variety up content in 12 languages was seeking, more diverse and has a a big highlight. Voice search was another. India different taste. The SVOD consumer is also the requires voice search for the new Indian consumer one who is looking for the new and is an early coming in as well as the top end consumer, they “Every hour is a adopter too. both are moving to voice search. Then building a video platform which is adaptive to various Thursday in the digital Is there a particular indication of what works bandwidth and network constraints that India goes business. Real-time data on SVOD? There is a criticism that SVOD through. Building a whole Big Data engine on the platforms are banking on bold and adult- backend has been a big accomplishment for the comes directly on our edgy content to rake in subscribers... year and having a very big data team that churns It is too early to define and make it a cookie-cutter out both descriptive and prescriptive models. We smartphones. Thus, approach like TV is becoming equal to daily soaps. have developed a system where we are using a lot we know how we are I don’t think we want to do that to the premium of AI on a lot of content. Things like auto previews, original content. You need to explore genres, stories, recommendation which lead to higher engagement. performing every hour. ideas, characters, real-life ideas and keep innovating otherwise we will start making daily soaps very soon. Regional stays at the core of all your We keep analysing what Digital, since it is a personal medium gives, gives communications. How do you execute regional content or feature or us the opportunity to do programming which is a content sitting in Mumbai and what went little bold by nature. Having said so we have never behind coming up with regional subscription functionality has resulted done something that doesn’t need to be done. In packs? in what outcome.” case there is a show which we felt is not suitable for We identified markets and started building family viewing, we mention it clearly with slates. teams in regional markets. We understood that the regional markets have their own unique nuances The shows you have announced include and insights. It was important for us to make sure waiting to tell great stories. celebrities as well acclaimed we had teams with local talent who understand the directors and big sets. With the number of local consumer in each of the regional markets. So, You have announced that ZEE5 will release subscribers that you have, how do those huge we got senior media professionals to run the teams 72 titles by April 2020. How do you plan investments make economic sense? built in the regional markets. to market so many shows as there are only These shows make economic sense because We had a threshold of original content available certain number of available billboards? we need to remember that these have very deep in those languages. When I say threshold, I mean You cannot market everything and we do not lifetime value. And there is a newness each time. Original Series, Original Movies and Movie market everything. What happens is that you There are people who started watching House of Premieres. We were also ready to launch our market a lot and then some of it gets discovered Cards from Season One, but when the series was network content before television. That is why we on the platform which - on its own - has a vast in its fifth season, it was brand new for them. Even decided to launch separate SVOD plans for the reach. Our experience is that you do stuff socially, today Karenjit Kaur happens to be my No.1 show regional markets. digitally and then on the platform itself. For the on ZEE5 because many new subscribers who buy marquee ones you go out and market. the subscription pack, watch the show which was Who is it that your premium content is launched nine months ago. targeted at? How do you decide on what is marquee? Television has its own formulae which did very By the investment, cast and crew. But it is also What do you think your biggest challenge is at well for several years and continues to do well, but about the stuff that you think has the largest and this stage? because it lacks certain amount of personalisation the widest appeal. I just hope to have many, many, more subscribers and segmentation, it is always targeted at the lowest out of our entire active user base. I believe that common denominator. Digital gave us the option In terms of content consumption, what is the subscribers tend to spend equal time between to personalise and segment, it allowed us to target viewership share of catch-up TV content? premium content and TV shows. So, we need to the different taste clusters and different kind of When it comes to the premium subscribers, to convert those consumers in our ecosystem to content to be created and purposed for that target catch-up TV content is not that high. But on the premium subscribers. n group. That gave opportunities to a lot of people free side, the consumption of television content [email protected]

afaqs! Reporter, March 16-31, 2 0 1 9 15 e

ADIDAS “We Treat Everyone in the Same Way” Adidas’ brand marketing director talks about marketing challenges in an e-commerce era and maintaining consistency in his marketing communications. By Aishwarya Ramesh

t a time when companies are This wasn’t looking at investing in digital always the case. Amedia, Adidas is putting its Until about two years weight behind offline concepts like ago, there would Creator’s Collective - a platform that be differences in aims to allow individuals to express content messaging their creativity. The offline platform in different regions. gathers creators in Adidas stores But the company to familiarize them with doodling, came across a beatboxing as well as jewellery consumer insight making. that changed its afaqs!Reporter interviewed Sharad digital strategy - ‘why Singla, director, brand marketing - should the consumer Adidas India and spoke to him about in India be treated the challenges of marketing in India, differently?’ about Ranveer Singh’s love for the “It was not only in brand and of e-commerce as a game- India, it was happening “I don’t think changer. everywhere, everyone When asked what his biggest used to see different there’s any marketing challenge was, he replied, campaigns. But now different strategy “I don’t see India as a country that’s we stick to parallel actively involved in sports, which messaging across all our as such, that means marketing a sports brand is platforms, be it digital or we use in terms a challenge. However, in the last any consumer touchpoint and that E-commerce has changed the 2-3 years consumers are becoming is the reflection of what you see on way consumers shop and while of reaching more aware and self-conscious about the social pages as well. The only questioned about how it affects consumers online.” health. How am I, as a brand, able to reason we have certain local pages is Adidas, this is what he had to say, communicate sports as a way of life? to bring out the local flavor which, “From a marketing perspective, SHARAD SINGLA If I am able to communicate that to obviously, the rest of the world every brand has a different role to my audience, my job is done.” cannot experience,” he explains. play. Every brand is playing a digital He points out that his target We asked Singla if that would risk role in that sense. The way we’re have to worry about that. When audience includes a varied set of alienating consumers who lived in communicating and the way we’re I’m launching a new product, I am people who are influenced through tier II or III cities. “It’s not a question marketing is what differentiates one concerned with communicating to different marketing campaigns: “A of alienating consumers; it’s about brand from the others. I don’t think my consumer what the features are person who’s into running will be and I don’t think there’s any different influenced differently from a person Adidas has roped in influencers like Kylie Jenner, strategy as such, that we use in terms who plays football and so is the of reaching consumers online.” case for people who are involved in Donald Glover and Ranveer Singh. It’s not just their sporting any other kind of fitness routine. goods, their lifestyle brand - However, the brand has always exposing them to something they’ve that the e-commerce space changes ‘Originals’ - also works in a similar believed in maintaining consistency not seen. We as a brand, treat every anything per se. Whether it’s an vein. Adidas has roped in influencers in messaging and its product individual the same way. We think online store or a retail one, there are like Kylie Jenner, Donald Glover portfolio; a consumer in India gets people everywhere are the same so many brands, it all boils down to and Ranveer Singh, to effectively to see the same stuff that a consumer and we are just exposing all the what the consumer thinks is the best communicate with and reach a gets to see in the US or in any other individuals equally to what we have product. If I have the best offering younger audience. n part of the world.” to offer to them.” in the market, I realistically don’t [email protected]

16 afaqs! Reporter, March 16-31, 2 0 1 9 ee

VIVEK SRIVATSA “The Fan Parks Helped” ast year, Tata Motors signed a three-year- hosts in the cities not hosting matches? deal (2018-20) with the Board for Control The Tata Nexon was displayed in every Lof Cricket in India (BCCI) to promote its BCCI fan park and that allowed the audience passenger vehicle business during the Indian Premier to have a closer look at the car and take test League. A Tata Nexon was displayed in each and drives if required. When the Nexon was showed every cricket stadium. on air, you also had a Nexon standing right The Tata Nexon is now in the second position there, so it was good synergy. Because of the in terms of monthly units sold with a 17.4 per cent fan parks, we could go deep into each of these market share in the sub-4m Compact SUV segment. towns; many had our dealerships, so it was lead Maruti Suzuki’s Vitara Brezza holds pole position generation as well. with 13,172 units and 44.9 per cent market share in January 2019. Nexon, a late entrant to the market, How did it help? toppled Ford’s Ecosport which sold 4,510 units in Nexon was the last entrant into the compact January 2019 compared to 5,095 of Tata’s variant. SUV, in terms of launch. Within one year of Vivek Srivatsa, head marketing, Passenger Vehicle the launch, we are firmly in the No.2 position Business, Tata Motors believes IPL played a role in of the segment. That really shows that the “accelerating” Nexon’s performance in the market. product, by itself, is strong; the public trust on This year Tata’s newly-launched passenger vehicle, Tata Motors has increased and IPL also gave Harrier, will replace Nexon on the cricket fields and us that boost which accelerated Tata Nexon’s BCCI fan-parks (and on ground activation around performance in the market. IPL in non-hosting cities) across India. Harrier, a midsize SUV, starts at `13 lakh (ex-showroom). This time it is going to be the Harrier. What The vehicle will compete with Hyundai’s Creta which are your expectations from the association? sold 10,314 units in January, Fiat’s Jeep Compass We are looking at even better results. Harrier and others in the segment. Srivatsa is upbeat about the was launched in January 2019, but right from second year of its IPL association and in an exclusive “We are targeting every the media drives, which happened early in interview with afaqs!, he says he is expecting “even December, the excitement and the response better results in 2019.” Edited Excerpts: town in the country. from the car buying public has been fantastic. About 80 per cent of the As of today, the excitement around the Harrier Why did you decide to associate with IPL to is very strong and we believe with IPL, it would promote your passenger vehicle business? Harrier’s customers will go to a completely new level. Nexon was launched in September 2017 in the compact SUV segment. At that point, we be replacement buyers.” Are you targeting sedan owners with your were the last entrants in the very, very exciting VIVEK SRIVATSA communication to promote the Harrier? and the fastest growing segment. It was a strong We are targeting every town in the country. product; however, we were looking at ways to do Harrier, being a midsize SUV, about 80 per justice to the product in the market. One of the How important was it for you to work with cent of the customers would be replacement objectives we were looking at was how can we BCCI and create the on-ground properties? buyers who have already owned a car and are rapidly enhance awareness across the country. We worked in partnership with BCCI and now moving to a bigger one. Anyone looking to Length, breadth and most importantly the depth added our own ammunition like the “super upgrade is our target. of the country in terms of going into the smaller striker of the match” wherein each match a towns, being more relevant in every region and player is awarded the super striker award for Is IPL association your biggest marketing that is when we started thinking about cricket. scoring at the fastest strike rate. There was investment? a seasonal “super-striker of the tournament” From Tata Motors Passenger Vehicles What convinced you that the IPL was a award where the player who maintained the Business, IPL is clearly the largest marketing good platform to associate with for three highest strike rate throughout the tournament initiative. years? was awarded a Tata Nexon car. The other There are many advantages of IPL and one on-ground activity that we were excited about As a marketer what are the challenges is it dominates the media landscape for a month was the “fan catch” - any fan who took a one- that you face while planning an on-ground and a half. But, what was more important for handed catch, seated in stands, got a cheque for activation like this in a marque tournament us is that it’s followed across the country in `1 lakh at the end of the match. One lucky fan like IPL? various town classes. Everybody, from smaller drove home a Tata Nexon car for free at the During IPL, the media space is busy and towns with a population of five lakh and less, end of the tournament for taking a one-handed confusing. It is extremely important to be up to the metros follow the tournament. The catch. This worked extremely well for us as IPL, different, but at the same time, you need to be other thing that happened last year was that Star, on an average, witnesses around 400-500 sixers relevantly different and not just for the sake of as a broadcast partner, decided to go extremely and every time the ball went up in the air and it. How can you be entertaining, how can you regional. They had a bouquet of channels which out of the ground, the first thing that came to make your message sticky and at the same time, catered to every language of the South, Marathi peoples’ mind was - can I catch it? It had a direct relevant to cricket? So, the storytelling around and Bengali apart from and English. That implication on the brand. IPL has to be very creative and well executed allowed us to go very deep into each region and and that is a communication challenge, for sure. that made it an extremely good platform. How did you use IPL fan parks which BCCI [email protected]

afaqs! Reporter, March 16-31, 2 0 1 9 17 e DAILYHUNT Think Again With Dailyhunt’s new campaign, the call to action is to create your own opinion. By Aishwarya Ramesh

lection season is around the corner thought of growing a spine and not in India and news aggregator “parroting” views. The metaphorical EDailyhunt announced the launch device (‘tota’) used cuts ice at a local of its new election campaign, Dailyhunt idiomatic level. Parroting what’s Chalao, #KhudKiSochBanao (which been told to you does tell a tale, but roughly translates to ‘form your own towards the end, it does begin to opinion’). The multi-media campaign irritate a bit. I am curious to see how will run across TV, digital and radio this campaign furthers this thought. to eligible voters in tier II and III cities Provocation is good, so now what? about the importance of forming one’s own If the idea is to get bold, then walk opinion. the talk! Umang Bedi, president, Dailyhunt, says, “The ‘Khud Ki Soch Banao’ Priya Gurnani, campaign resonates with the philosophy Creative Head, Publicis Worldwide, of the brand. With the increase in use of Bengaluru smartphones, expansion of 4G to rural touch since it has a universal meaning In a clutter of so many biased villages, the growth of social media and Saurabh Mathur, for all viewers across segments and opinions, the country will only media outlets, Indians are bombarded with Head Planning and Strategy, geographies. This also makes it easier progress if one is objective about our multiple avenues offering news, varied VML, India to push it via various social and nation’s governing reality. A reality opinions and biased narratives that can The current narrative on the elections digital marketing channels. While that in today’s day and age is difficult affect election outcomes. The consumer changes as soon as you change news they touched upon an interesting to come by through media. The ad feels the absence of a credible news brand channels. Agendas and biases tend discussion point, it ended up uses the “parrot repeating what it that can provide unbiased coverage and to drive news, not facts. In that becoming a very obvious product hears” device very well. It’s a device multiple perspectives on every topic.... The context, the campaign itself seems plug. If would have been great to see that is very inbred in our culture and Dailyhunt brand fills that void for the to be relevant to what a lot of us are a more pointed direction for viewers is often used as a barking insult by voting public.” thinking. In this polarised setting, on how they can actually form a parents. And because it comes from Amit Akali, founder and creative head, what source can I trust? Or is it a balanced opinion. This could have a cultural nuance it should definitely What’s Your Problem; the agency that combination of sources that will help been a series of educational and fun resonate with most audiences. ideated and brought this ad campaign form my opinion. videos instead of just a single piece. In the west, the elephant of fake together, says, “We are excited to partner A recent study by the journal, news was brought into the spotlight with Dailyhunt for this campaign. We Intelligence, showed that people Viren Razdan, a while ago. Kudos to Dailyhunt for bring forth the issue of biased, polarised find it extremely difficult to reject Managing Director, Brand-nomics bringing it to the forefront in India. opinions being formed against the backdrop misinformation, so they share it The ad is very topical - feeding Will it make a difference? We will of elections. We feel like ‘Tota’(parrot), as first and check later (if at all). Only into the spirit of forming your ‘own have to wait and watch. The insight a metaphor, helps start the debate on how by inducing a sense of intellectual opinions’ versus getting carried is valid, but it comes from another important it is to have a platform that can curiosity can this problem be solved away by the sea of propaganda that publication. By the end of the ad, as a give multiple perspectives allowing you to in the longer run. WhatsApp did a surrounds us in these times. But consumer, it flared up my cynicism. form your own opinions.” campaign late last year that urged whether it really makes a difference How do I know if their news is true? We asked industry experts what they people to ‘check before they forward’ is for us to see. Such campaigns Overall, a good ad; will it work in the thought of the ad, this is what they had a message. need to engage at a much deeper brand’s favour? Debatable... n to say... The use of the ‘Tota’ is a nice level. The campaign seeds the [email protected]

the first person on Death Row in America for SKECHERS a decade. Gilmore’s murders had no motive, and he insisted on his own execution. When he sat in the chair, his words were ‘Let’s Do Frontal Attack It.’ When Wiedman first pitched the tagline at a meeting, Nike’s executives weren’t too keen on The ad was two weeks late, and referred to the incident of a Nike the concept, but it went on to become a strong shoe tearing during a basketball game. By Aishwarya Ramesh identifier for the brand for many years to come. When Skechers ran the ad, it caught a few ion Williamson suffered a knee injury and Hours after the incident, Puma social media users off guard, with Skechers saw it as an opportunity to take put out a tweet that was deleted some lauding the brands efforts and Za dig at Nike. Williamson plays for Duke shortly after. The tagline ‘Just the others suggesting that Skechers Blue Devils and during a game, his Nike shoes Do It’ was coined for Nike in should slow down. split. The incident happened on February 20 and 1988 by advertising executive Dan Zion Williamson himself wasn’t Skechers was a fortnight late to the party. They Wieden of Wieden+Kennedy entirely quiet about it. He hosted put out an ad that was a play on Nike’s iconic agency. The tagline itself has an Instagram live video in which he tagline ‘Just Do It’ accompanied by an image of morbid origins, with Wieden’s played video games, in full Adidas gear. a split sneaker. Shortly after the incident, Nike supposed inspiration being Gary The brand logos were unmissable. n issued a statement. Gilmore. In 1976, Gilmore was [email protected]

18 afaqs! Reporter, March 16-31, 2 0 1 9 e

JAGUAR LAND ROVER Non-stop Action Land Rover - Discovery takes the cause-vertising route with a digital and social media campaign titled - ‘Never Stop Discovering’ - to create conversations around India’s wildlife conservation. By Sunit Roy

ever Stop Discovering - Tracking The Panther’, is Nthe latest film released by the auto major. It seems more like a wildlife documentary and less like a typical SUV ad. Conceptualised and created in partnership with Conde Nast Traveller India along with the brand’s creative agency - Spark44, the campaign will be carried and promoted via all social media, digital and CRM channels of Land Rover India. The vehicle showcased in the film is the Land Rover Discovery Sport, powered by a 2.0 L Ingenium “The key is to break Diesel engine. It is manufactured at the brand’s Pune facility and the clutter and keep continues to be one of the best- selling SUVs in India. Jaguar Land Rover India. He adds, offers a 5+2 seating configuration. the marketing plans The campaign consists of three “For a luxury brand like Land Rover, And with 600 mm of wading depth flexible to adapt to films. The first film, released in video content is a powerful means and other terrain response and safety February this year, focuses on the of communicating compelling brand features, the Discovery Sport suits the changing market stimulating stories of journeys in stories.” Quite evidently, the brand the Indian roads. It is the best-selling dynamics.” a Land Rover Discovery Sport to launched it’s Land Rover Everyday Land Rover in India. Nagarhole National Park, showcasing Legends’ campaign in 2018 to share “The brand focuses on delivering ANKUR KANSAL initiatives in the field of eco-tourism the stories of Land Rover owners a best-in-class digital experience. which is providing impetus to and how they fought all odds to help Online booking gateways, wildlife conservation in India. The people who have been affected by the findmeasuv.in for (Land Rover) and different price point. The intended second film will be released in March floods that hit Kerala last year. findmeacar.in (for Jaguar) provide TG and end-users are quite different. and the third in April. customers with a seamless digital The brands it competes with are also The films feature ‘big cat REVVING UP experience,” informs Kansal adding, different. Hence, product integration specialist’ and wildlife photographer/ The overall luxury automobile “We are continuously expanding our and context is fine. He says, “Doing cinematographer Shaaz Jung for market in India is around 42,000 retailer foot-print and now have 27 a brand film for an SUV, particularly the Indian Leopard and the elusive units annually, to which luxury outlets across 25 cities in India for an Land Rover, would have been a waste Black Panther; Aly Rashid for the SUVs contribute over 50 per cent, unmatched experience.” if it was in any other setting. It’s shot Sloth Bear in Satpura National Park growing at 15-20 per cent YoY, faster The ‘Never Stop Discovering’ beautifully with a good narrative. and Harshawardhan and Poonam than the growth of the overall luxury campaign went live in February Sometimes mass-marketing can be Dhanwatey for the Bengal Tiger in automobile market. Some of the key 2019 and will run through the counter-productive. I would much the Tadoba Andhari Tiger Reserve. rather do a series of such films with The campaign is inspired by, Shaaz Jung.” the successful ‘Discovery With A The ‘Never Stop Discovering’ campaign On the other hand, Jaideep Purpose’ journey, undertaken will run through the summer. Mahajan, national creative head, in February 2018 in Land Rover Rediffusion, feels that the decision Discovery vehicles. It covered 1,200 players in this category include - summer. The initial response to the to create a new conversation for km across various forests and terrains BMW X4, Lamborghini Urus, Jaguar campaign has been quite good with established brands such as this is of Assam and Arunachal Pradesh, F-Pace. The luxury automobile the combined views on social media certainly appreciable intent. Land generating awareness around India’s industry could have grown faster had channels exceeding two million Rover Discovery is not trying to take endangered wildlife. it received the right policy impetus which, for a luxury brand like Land on any brand, but create its own story. “Luxury consumers are in terms of taxes and duties. This has Rover, is a great result. “But I preferred the integration of the knowledgeable, well-travelled and stunted the growth and the market Land Rover in the 2018 series. Also, discerning. The challenge for us hasn’t lived up to its true potential as WELL-DRIVEN? the pacing left a lot to be desired and, is how best to meet their rapidly high taxes - GST of 50 per cent for Will the brand succeed in after a while, the film felt tedious and evolving tastes and preferences, SUVs and 48 per cent for sedans - projecting the newly-launched flat, devoid of excitement and a sense both in terms of content and media. have proven to be a dampener. Discovery Sport (2019 edition) as the of achievement. Some parts even The key is to keep experimenting, However, in such a highly- strongest contender in its category in felt sentimental instead of emotional, to break the clutter and keep the competitive market Land Rover the Indian auto bazaar? while much of the film was filled marketing plans flexible to adapt Discovery Sport enjoys a unique According to Sudhir Nair, founder with ‘beauty’ shots that slowed the to the changing market dynamics,” position in the `45-60 lakh luxury and CEO - 21N78E Creative Labs, film down even more.” n says Ankur Kansal, brand director, SUV segment. It is the only SUV that Land Rover plays at a completely [email protected]

afaqs! Reporter, March 16-31, 2 0 1 9 19 e

SNICKERS Playing with Words Snickers extends its campaign to wrappers. By Abid Hussain Barlaskar

hat does it take for a brand to replace its What’s the Word? Wname/logo with a goofy word? Apparently... not much. And English: Clueless, Rowdy, there aren’t many that have created Crazy, Princess, Drama precedence for this. But nuts, caramel Queen, Junglee, Confused, and chocolate-based bar, Snickers, Tubelight from Mars Wrigley Confectionery, Hindi: Bhukkad, Laatsahab, actually seemed to have pulled it off. Originally, the topside (face) of the Bheja Fry, Nautanki packaging is covered by the brand Tamil: Vetti-scene, , name/logo - Snickers. It has now Tension-party been replaced by words like Junglee, Malayalam: Freaken, Princess, Nautanki and others. Kattapost, Scene contra, Launched as limited-edition packs, Kalippan it is now a permanent development Telugu: , Neerasam, in Snickers’ branding. While the Pokiri effort has been a global exercise for Snickers and has been carried out : Kalakaar, Blade, in different parts of the world over Nazuk Rani, Kirik the years, the brand decided to play Gujarati: Rajkumari, Ghelo, it out in India in 2017. During the Dhuni time, the new packs were planned Marathi: Naatki, Beparwa, as limited-editions. However, they Sanki were re-introduced permanently in 2018 based on ‘positive consumer feedback’. Bars with the customised up for the brand and organisational packaging are available across benefits,” he says, adding, “Snickers traditional and modern trade outlets has the ethos and the will to try out throughout the country. In India, new things or innovate. Hence, it can the campaign “Who are you when pulled out a bar of Snickers from the original brand logo on the top is attempt to do such a thing.” you are hungry?” was crafted by his bag and offered it to a hungry aimed at mitigating the risk. Brand consultant, Vibha Desai, Bottle Openers, a Delhi-based digital colleague a few hours post lunch. Speaking about the influence finds this an interesting case and marketing agency. The commercials and new names of advertising copies on the new says, “Marketers are taking the risk Also, the brand has not entirely tie in with the brand’s anti-hunger replacement words on the packaging, as in the deluge, you need something done away with the original logo. positioning and tagline - “Who are a Snickers spokesperson says, to Pop! BBDO New York launched “Every fifth bar has the original brand you when you are hungry?” “Packaging was the central idea the campaign ‘You are not you when logo on the top and all the bars have Although the name is replaced, of the campaign as packaging and you are hungry’ internationally. The the logo on the side of the pack,” says the design, colour, font and other advertising are complementary today. same thought has been rolled out in a Snickers spokesperson. aspects are the same. One can say that the packaging is like India with a mild change to ‘Who are The words have a vernacular As a strategy, the buzz around an on-going ad campaign for a brand. you when you are hungry?’” flavour coinciding with a hunger these words is built up by the While it may not be the main focus “Instead of having a derivative reference and have been influenced by commercials. During the launch in for every campaign, it is one of the rendition of the global campaigns, the copy of the brand’s commercials. 2017, the new packs were planned strongest assets. Whenever we think the Indian ads/packaging picked on The packages have been launched in as limited-editions. But they were of a new ad campaign for Snickers, Tubelight, Nautanki, Confused, seven Indian languages apart from re-introduced permanently in we ensure that the marketing mix Junglee, Princess. These themes are English. As a strategy, the buzz 2018 based on ‘positive consumer takes into consideration the product apt for the Indian audience and I am around these words is built up by the feedback’. Bars with the customised packaging as well.” sure they have a strong consumer commercials. packaging are available across connect,” she adds. The effort aims at positioning the traditional and modern trade outlets INDUSTRY SPEAK “It was a risk but it’s a fun brand. product as an on-the-go solution across the country. Such “stunts” do Shekhar Badve, director-strategy In today’s environment, where rules for hunger. For example, in the come with a risk, especially when the and marketing, Lokus Design, says, are meant to be broken, Snickers ‘Nautanki’ commercial (nautanki = brand name is replaced. It takes some “Consumers won’t be confused or has done just that. It provides attention-seeker), the character, a confidence to pull it off. mistake the pack for something else. freshness for potential consumers student, displays strange gimmicky The Snickers team reveals that It’s similar to the Coke campaign of to have say, Junglee, jumping out behaviour in a classroom only to be the packaging had already built an using words or emotions.” at you. Consumers will decode it calmed down with a Snickers bar. identity because of its colour and Badve opines that marketers today as something from Snickers. It’s a The behaviour was apparently caused logo and studies reflected a “strong are more experimentative and taking strong idea with a strong execution, by untimely hunger. association” of the brand and pack interesting and bold steps. “This is and that’s what makes it interesting,” The idea for this story struck without the logo on the top at all. opening up innovation and creative Desai explains. n us when one of our teammates The placement of every fifth bar with possibilities which will eventually add [email protected]

20 afaqs! Reporter, March 16-31, 2 0 1 9 oee

SURF EXCEL LAND ROVER - DISCOVERY MORRIS GARAGES PEPSI By using ‘colour’ as a medium for The auto major has taken the cause-vertising In its latest digital teaser video released In an ad titled ‘Har Ghooth Mein Swag’, oneness, Surf Excel’s latest campaign - route with its new campaign titled - ‘Never by car maker MG Motor (Morris Garages), clearly designed to target millennials, ‘#RangLaayeSang’ - captures how the Stop Discovering’ - to create conversations a 95-year-old auto brand, names a car Pepsi recycles the 1950s funda of jeans colours of Holi can be a force for good. around India’s wildlife conservation. that’s about to hit Indian shores - MG as a symbol of rebellion. Creative Agency: Lowe Lintas Creative Agency: Spark44 Hector, an SUV. Creative Agency: Wunderman Thompson

ASIAN PAINTS BROOKE BOND RED LABEL PIZZA HUT LEVI’S Asian Paints recently released a brand HUL’s new ad for Brooke Bond Red Label The recent 30-seconder ad film by Pizza Levi’s unveiled the fifth edition of their film to promote ‘Royale Health Shield’ on shows a man abandoning his elderly father Hut, a division of US-based Yum! Brands ‘I Shape My World’ campaign. The music Instagram featuring and in the crowd at Kumbh Mela but later Inc., mocks deodorant category video stars celebrities like Swara Bhasker, Ranbir Kapoor as friends. realising his misdeed. advertising codes. Malini Agarwal, Kubbra Sait, Sandhya Creative Agency: Contract India Creative Agency: Mindshare Fulcrum Creative Agency: Ogilvy Menon, Neena Gupta and Hard Kaur.

DAILYHUNT CASTROL ACTIV TATA NEXON ZOMATO News aggregator Dailyhunt launched Castrol Activ, the engine oil brand for In its latest ad, #SafetyFirst, the brand Food-tech startup Zomato released ‘New its election campaign, Dailyhunt Chalao, two-wheelers, launched a campaign titled, takes a jibe at Maruti Suzuki and tells Language of Love’ campaign on Valentine’s #KhudKiSochBanao (which roughly #NonStopDemocracy that encourages customers to ask ‘Kitni Safe Hai?’ rather Day. It is based on the concept - ‘There is translates to ‘form your own opinion’). youngsters to ‘Give a Ride, Help Cast a Vote.’ than ‘Kitna Deti Hai?’. no sincerer love than the love of food.’ Creative Agency: What’s Your Problem Creative Agency: Ogilvy Creative Agency: WATConsult Creative Agency: MagicCircle

MAHINDRA RISE GREENPLY SOULFULL SMOOTHIX KURKURE The Mahindra Group has launched a digital Coinciding with Women’s Day, Greenply Through its latest ‘#ShakeYourHungerAway’ Snack brand, Kurkure embarks on a campaign ‘#RiseAgainstClimateChange’ that Industries launched ‘#StopSayingWomenCant’ campaign, Soulfull Smoothix is promoting its journey with its new positioning, ‘Khayal encourages people to plant trees. The film initiative to encourage women to come new product that aims at plugging hunger gaps toh Chatpata hai’, celebrating ‘progressive has been created using recycled waste paper. forward and take up carpentry as a profession. between breakfast-lunch and before dinner. thinking’. The ad features Taapsee Pannu. Creative Agency: FCB Interface Creative Agency: Ogilvy India Creative Agency: People Design & Comms Creative Agency: J Walter Thompson

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afaqs! Reporter, March 16-31, 2 0 1 9 21 people

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

ADVERTISING DIGITAL McCann capability and modern marketing OLX some key business functions Amitesh Rao has joined McCann knowhow, both skills that will greatly OLX has appointed Sushil such as product, technology, Delhi as executive vice president and benefit our clients in Delhi.” Kumar as the general manager marketing and sales, which head of McCann Delhi. He was till for India. He was the has contributed immensely recently executive director at TBWA Dentsu Aegis Network chief revenue and strategy in the success of OLX India, managing the Delhi operations, Global media and marketing officer at OLX India. At OLX Group. Sushil is a Doctorate and additionally managing director communications conglomerate Group, Kumar has been part in Computational Fluid of Nissan United India (Omnicom’s Dentsu Aegis Network has promoted of the charter team. Over Mechanics from UPC, integrated communications unit for Ashish Bhasin to CEO, Dentsu Aegis the years he has played a Barcelona and a B. Tech degree Nissan). He will report to Alok Network Greater South and Chairman critical role in setting up from IIT Guwahati. Lall, executive director MWG and CEO of India. Bhasin is currently and India head of advertising. chairman and CEO, Dentsu Aegis Rao, an MBA from IIM , Network - South Asia. With this, MARKETING has over 23 years of experience in Bhasin will now also be responsible advertising, client side marketing, and for overseeing India, Sri Lanka, as an entrepreneur. He has worked Bangladesh, Indonesia, Thailand, Bioderma South Asia. A seasoned with agencies - such as McCann, Vietnam, Philippines, Malaysia and French skin-care brand marketer, entrepreneur Publicis India, JWT, Rediffusion Y&R. Myanmar. He will continue to be Bioderma brings Shanth and leader, she comes with based out of India and will report to Kumar on board to over 20 years of experience Ogilvy Takaki Hibino, executive chairman of strengthen its digital across consumer goods, Ogilvy announced the appointment Dentsu Aegis Network - APAC. portfolio. Kumar has banking, ecommerce and of Ranjeev Vij as managing partner of earlier worked with fintech. Over the course its Delhi office. In his new role, Vij BC Web Wise multinational firms such as of her career, she has will report to Kapil Arora, president, Dinesh Swamy, former national Dell India and Diageo Plc. conceptualised and executed The Ogilvy Group - North, and creative director at iProspect, has In his new role, Kumar brand campaigns, driven will be responsible for running of recently been roped in as chief creative will be responsible for digital performance and the Delhi office operations along with officer of BC Web Wise, a Mumbai- building and driving digital has run a successful start-up. recently appointed managing partner, based digital marketing agency and will and e-commerce strategies, Amarinder Butalia. Commenting on be leading the agency’s creative team. both long-term and Tata Communications the appointment, Arora said: “I am Previously, Swamy had to step down short term, while also initiating Tata Communications has glad to welcome Ranjeev (Vij) into the from the position of NCD, iProspect digital transformation at appointed Sumeet Walia Ogilvy family. With his rich and varied India, as allegations of workplace an organisational level. as its chief sales and experience, he brings to the table a misconduct against him in his previous Kumar’s experience would marketing officer. In great combination of brand building stints surfaced. be highly leveraged for this role, Walia will lead reimagining Bioderma’s and align the global sales business in the digital and marketing functions age as well as responding, around the company’s MEDIA adapting and improving the go-to-market strategy to consumer experience. drive business growth in all New Indian Express strategies, implementation, and new markets worldwide. Walia Lakshmi Menon has been elevated business initiatives of the group. She Uber India has over two decades of as new CEO of New Indian Express. is also on the Board of Directors of Uber announced the experience including a Menon has been associated with The Event Xpress Management Services and appointment of Manisha number of leadership New Indian Express for over two Kannada Prabha Publications. Lath Gupta as the head of roles within the Tata decades and she headed the group’s marketing for India. This group. Within this time, at sales and new initiatives in her latest Zee Media announcement follows Tata Communications, stint. In her new role, Menon will direct Mehraj Dube, former vice president, the recent appointment of Walia was instrumental brand strategies and steer the company’s marketing head of Zee Media Pavan Vaish as the head in shaping the company’s growth objectives to a niche positioning Corporation, who was recently elevated of central operations. data business and growing and reader connect. She is a veteran in into a new content role as vice president- Gupta will oversee marketing and maintaining the sales and marketing with rich experience programming, is in the process of initiatives for Rides and company’s leadership in media industry. In a career span of parting ways with the media house. He Eats Business for India position in India. over 28 years, she has been associated is reportedly going to join a digital media with various media groups in the print platform next, reveals a source. Dube and television industry such as Times joined Zee in June 2016 as vice president, Television, ABCL and SAP. She has been marketing. In his recent role as vice after a stint of nearly 22 years. Christopher, an alumnus of the associated with The New Indian Express president - programming in January this XLRI Jamshedpur, joined Eenadu in 1996 and had been heading Group for over 22 years. In her stint year, he had been mandated to build a the national sales and marketing since 2008. with The New Indian Express Group content creation and acquisition unit for she was initially entrusted with space ZEE Media’s 14 news channels (source: Mirum marketing responsibilities. Currently, Dube’s Linkedin account) Nagaraj Rao has joined Mirum as the director of marketing she heads Sales & New Initiatives of the - Automation Practice. Rao comes with more than 25 years group, being responsible for circulation Eenadu of experience, of which 11 years were with IBM India, as the sales, product development, distribution The national sales and marketing head Retail Delivery and e-Commerce Practice Leader, where he was and formulating product marketing of Eenadu, AJ Christopher, has resigned managing a large global delivery operation.

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