July 1-15, 2011 Volume 2, Issue 13 `100 26 PROFILE Rohit Ohri In conversation with the long-time JWT man. 42 KISSAN The Creative Side Well-displayed is half the battle won. 12 BLACKBERRY PLAYBOOK Smart Worker The baseline says it all. Work smarter, play harder. AARAMSHOP.COM The Easy Life 16 Eight creative top shots on OGILVY their best Remembering David 40 clutter-breaking IRS Q1 2011 creations. 32 Report Card 46 - !"#$%&$$' ( )*+ !" #$ %&$& ' , Sudip Nag, GM (Advertisement) - 96861 88840. Vijaya R - 98440 92091, Nagesh H R - 94498 29038, Anantha Krishnan - 81477 52856 Deepak Menon - 98106 65814 Prabal Deb - 98303 75315 A V Vinod Babu - 99520 16709 Ramachandra Rao - 98490 41737 Rajeev Pathria - 98201 51642. ! [email protected] EDITORIAL This fortnight... Volume 2, Issue 13 EDITOR t becomes a very difficult question if you ask a creative ad professional what his, or her, Sreekant Khandekar Ifavourite ad is. Well, at least you cannot ask them to pin down their top three simply PUBLISHER because there might be dozens that are close to their hearts. Prasanna Singh CONSULTING EDITOR However, the question possibly becomes a bit simpler if you ask the same persons to M Venkatesh identify some of their favourite work that they consider were clutter-breaking. CONTRIBUTING EDITOR For this issue’s cover story, we got in touch with some of India’s best creative Prajjal Saha directors and broached the question: “Identify the top three clutter-breaking ads SENIOR LAYOUT ARTIST Vinay Dominic July 1-15, 2011 Volume 2, Issue 13 `100 that you created and would always be proud of.” 26 LOGISTICS Recollections are wonderful things - both from the perspective of the person Rajesh Kanwal recounting them and the readers’ point of view. As these top shot creative PROFILE Rohit Ohri ADVERTISING ENQUIRIES In conversation with the long-time JWT man. professionals went about identifying their favourites, many of the choices Hansika Koli, (0120) 4077834 4077837 Noida 42 instantly struck a chord. Varun Mohan, (022) 40429702-5 Mumbai [email protected] KISSAN When they were released, each of these ads came as a whiff of fresh air in an The Creative Side Well-displayed is half the Marketing Office battle won. 12 environment where ads were flying thick and fast through the air. Whether it B-3, First Floor, Sector-4, Noida-201301. was TV, print, outdoor or digital, the number of ads that rain down numbed the Tel: (0120) 4077800. senses after a point. But there were the few that stood out. They were different. Mumbai BLACKBERRY PLAYBOOK Smart Worker The baseline says it all. 501-502, Makani Center, 5th Floor, Work smarter, play harder. They grabbed your attention. AARAMSHOP.COM Off Linking Road, Bandra (W), The Easy Life 16 Eight creative top shots on OGILVY Mumbai - 400050 their best Remembering David 40 This story is about a trip down memory lane only to the extent of selecting clutter-breaking IRS Q1 2011 Tel: +91-22-40429 709 - 712 creations. 32 Report Card 46 the ad. This story is about the insight that went into the making of an ad that Bengaluru spelt the difference between mediocrity and excellence. The difference between S-1, New Bridge Corporate Centre, success for the brand - and failure. The difference between changing people’s 777 D, 100 ft Road, Indira Nagar, Bengaluru - 560038, India perceptions - and indifference. Subscription Enquiries We hope Gullu Sen, Josy Paul, KV Sridhar, Piyush Pandey, Prasoon Joshi, Priti Nair, Garima Agnihotri, (0120) 4077837 [email protected] Satbir Singh and Sonal Dabral enjoyed the experience of reliving these ads as much as we did reading about them. Printed, published, and owned by Prasanna Singh, Publisher, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063. Printed at Cirrus Graphics Private Limited B-62/14, Naraina Industrial Area, M Venkatesh Phase II, New Delhi – 110028. [email protected] Cover Illustration Tiffin Box CONTENTS 18 50 PLUS CASTROL AFAQS! EVENTS Mobile Emotional Twist 12 Conversations CAMPAIGN TRAIL Showcasing the New ads 38 rage that is mobile marketing. AVIVA Exchange Programme 40 CANNES 2011 12 42 A Round-up MOVEMENTS The Festival celebrated Where people Went 44 creativity with its usual flair. SMART IDEAS POV 28 Bringing Denim to Life 54 CENTERFRESH CADBURY OREO Social Media READING ROOM Can dissatisfied social A Ticklish Feeling Mouth Watering media consumers harm a The fun factor is back for the It is time for togetherness, Rohinton Commissariat 56 brand’s image? chewing gum brand. says the campaign. afaqs! Reporter, July 1-15, 2011 5 SMARTPHONES Sponsored by xcessive reliance on smart- information the app asks for. phones has attracted a lot of SMS: Smartly drafted short mes- Eattention from cyber crimi- sages carrying a link to a web page nals who are eyeing the confidential sounding similar to a popular brand and personal information in these are sent to the smartphone user. Clarks> Clarks Future Footwear, a 50:50 joint venture devices. What with smartphones After the user lands at the web between Pantaloons Retail and UK-based footwear company being used as electronic wallets, page he is guided through a pro- C&J Clark International, plans to open 100 stores in the coun- these devices do contain a danger- cess during which all the required try by the end of next year. The footwear company opened ous amount of private user data that information is extracted from the its first store in New Delhi in April and currently operates the user might not even be aware of. smartphone. four stores in India. Besides exclusive stores, the company Phishing is one of the most common is selling footwear through retail chains such as Lifestyle and methods hackers use to steal people’s PHISHING APPLICATIONS Metro. The company is also talking to retail chains such as private data. Designed specifically for smart- Reliance and Shoppers Stop for possible distribution tie-ups. In simple terms phishing is an phones, these applications try to get illegitimate way of extracting con- access to restricted information on fidential information like a bank the device. Most users, while install- The announce- Gitanjali Gems> Jewellery company, Gitanjali Gems has account number, online transaction ing free applications, do not see what ment comes acquired a 10 per cent stake in Giantti Italia SRL from Ambio password and social permissions the appli- within 10 days SRL, thus making the Italian jewellery company a fully-owned subsidiary. Besides, designing and branding expertise from networking account cation is asking for. of the com- Italy, the acquisition would help Gitanjali Gems to grow its passwords. Today, phishing MARKETING pany acquiring overseas business. The announcement comes within 10 days In phishing, is not just limited to DIT Group of the company acquiring smartphone users are extraction of confi- Italy-based jewellery firm DIT lured in such a way dential information Group Spa. that they end up giv- but can be used for ing information on cloning smartphones their own. as well. GFA> Global Franchise Architects (GFA) - builder, operator and franchiser of specialty food brands has launched its third HOW THEY DO PREVENTION brand, Cream and Fudge, an international smooth and creamy IT? There are many ways ice-cream brand in Chennai. The brand has been launched Email: With smart- to prevent phishing. under Master Franchisee Agreement with Chennai Deserts. phones being used All it needs is a little The 750 sq ft store offers a dining experience with an atmos- extensively for busi- presence of mind and phere that is targeted at the youth. At present there are 12 ness applications, alertness. stores of Cream and Fudge Factory across India in Bengaluru, emailing has become While checking out Kolkata and Hyderabad. one of the mostly any email or offer used functionalities of these devices. that seems too good to be true, one Cyber criminals have devised should check for the source of that The company Joyalukkas> Kochi-based textile and jewellery retailer, unique and smartphone-specific offer and, if possible, call the sender plans to focus Joyalukkas India plans to invest `425 crore to open 14 ways to target users. In a classic in case it is a brand or company to on large format exclusive retail outlets in two years. The company plans to phishing attack through e-mail, a find out whether it is authentic. stores, which will focus on large format stores, which will be up to 80,000 sq cyber criminal will approach the Whenever one goes to a third be up to 80,000 ft in size and develop its existing branded jewellery lines and smartphone user with an unbeliev- party web site, which asks for mone- introduce sub-brands in the diamond and platinum jewellery able and very irresistable offer, which tary or bank related information, one sq ft in size. markets. At present, it has 22 the user would definitely want to should check for the HTTPS proto- stores with an average store check out. col before the address of the website. size of 40,000 sq ft in Chennai, Bengaluru and Coimbatore. And, the moment he clicks on the Smartphones, like computers, link provided, he falls into the trap have security software that prevent designed by the attacker. users from being attacked by phish- Toyota> Carmaker Toyota Kirloskar Motor, has launched a Users are usually asked to ing attacks. Although there are many new variant of its premium sedan Corolla Altis in both petrol provide some information to free solutions available, investing in and diesel options, priced between `10.53 lakh and complete the offer and 10 per a reputed, paid security software is `14.77 lakh (ex-showroom Delhi).