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). According to the company, cent of users end up giving all the advised. since the launch of the first Corolla in India in 2003, it has been getting very good responses for the car and so far the company has sold 70,000 units of the car across the country. QUOTE OF THE FORTNIGHT The company sold 10,400 units of Corolla Altis in 2010 and is expecting to sell 11,500 units this year. ‘‘Tying up with new brands, pushes us towards a more Amway India> Direct selling FMCG company, Amway updated format. When India is targeting a turnover of `2,500 crore next year apart awareness for brands among from planning to set up its own manufacturing facility in India. Amway India registered a turnover of `1,790 crore in consumers is rising they would financial year (FY) 2010 and currently has a seven contract look always for a convenient manufacturing facility in Baddi, Himachal Pradesh. The new shopping experience.’’ manufacturing unit will be bigger. Additionally, the company has taken several steps including expanding the vendor facil-

KABIR LUMBA, MD, LANDMARK GROUP ON RELOCATION OF LIFESTYLE RETAIL STORES, IN THE ECONOMIC TIMES. ity at Baddi and the proposed new one in order to achieve the turnover target.

6 afaqs! Reporter, July 1-15, 2011

UTV ACTION        Sponsored by

TV Action, which until now just like UTV Action Hindi, is a far showcased Hollywood- bigger channel than English chan- Uaction movies dubbed in nels - whose reach and numbers are Hindi, is geared up to speak a new lower. The channel shows movies language. as fast and as recent as any other YouTube> YouTube has launched a new destination for all UTV Entertainment Television English channel, he says. the movie buffs titled ‘YouTube Box Office’ in association with Ltd (UETL) has launched the chan- For the record, the channel’s Yash Raj Films. This exclusive channel will feature a premium nel in Telugu in an attempt to tap library include blockbusters such block buster movie every month free of cost. Kick-starting the into the Andhra Pradesh market. as Karate Kid, Spiderman, Kung initiative will be the latest hit Band Baaja Baaraat, starring Christened UTV Action Telugu, the Fu Hustle, XXX, Men in Black, Ranveer Singh and Anushka Sharma. channel is targeted at Hancock, Ultraviolet, The YouTube Box Office channel will also feature other MEDIA the C&S15+ audience Underworld: popular movies from the YouTube catalogue of movies which set. It will showcase Evolution, A Perfect includes over 1500 titles including regional language films. Telugu premiers of Getaway, Bad Boys blockbuster Hollywood II, Vertigo, National movies released last Security, and Salt. The TOI app will Times of India> Times Internet, the digital arm of year within three The pay channel has provide latest Bennett, Coleman & Company Limited (BCCL), has launched months of their Indian draw up a high inten- news and content an application for The Times of India (TOI), suitable for con- television premiers. sity marketing plan to sumption on Nokia smartphones. The TOI app will provide Sameer Ganapathy, ensure optimum vis- related to nation- latest news and content related to national, international, UTV Action Telugu ibility across platforms al, international business, entertainment, movies, health, sports and technol- business head, says, including television from more than ogy areas, from more than “We have launched and outdoor, along 30 Indian cities. 30 Indian cities. There will be with 250 Hollywood with an on-ground dedicated photo galleries. action-packed block- activation plan. busters for the first The campaign taps year and would then a mix of news, mov- ESPN STAR Sports> ESPN STAR Sports has secured gradually increase the ies and music channels exclusive rights to broadcast the Spanish football league for a number, depending across the state, apart period of three years. The broadcaster will bring the audience upon viewing pattern Ganapathy: on content from tying up with live action from La Liga for the 2012-13 and 2014-15 seasons and changing trends.” cable networks to cre- on multiple distribution platforms in 18 markets across Asia, apart from the English Premier League. The deal will enable But, why the need Christened UTV ate buzz, consuming ESS to broadcast the whole of La Liga providing coverage of of an action movie approximate 1 million Action Telugu, up to 380 games across its channels in 18 countries including channel in Telugu? the channel was secondages to pro- India, Bangladesh, Pakistan, Sri Lanka and many more. The English speak- mote at the time of ing population is in launched in June launch. abundance in Andhra and is targeted “We have booked Pradesh where Telugu hoardings across National Geographic Channel> After launching its is the second-most at the C&S15+ four key cities in Telugu and Bangla feeds last year, National Geographic preferred language of audience set. Andhra Pradesh in Channel (NGC) is all set to enter the state of Tamil Nadu as it introduces its fourth regional feed - Tamil. The newly- release for Hollywood order to grab maxi- launched channel, which is currently on air, will be available action films in India. Therefore, with mum eyeballs. The channel is also across all platforms, including cable, satellite and direct-to- a very strong affinity for local cinema associating with almost all possi- home (DTH). The channel will showcase its properties across and other regional entertainment ble single-screen theatres in over science, technology, history, culture, nature and wildlife. It media, the local lan guage is far more 25 cities and multiplexes across key has roped in cine star Shriya Saran as its brand ambassador. popular than any other language, markets like Hyderabad, Vizag and observes Ganapathy. Vijayawada,” says Ganapathy. “Add to that, action as a genre, In addition, UTV Action Telugu The initial print Drishti Media> Drishti Media and Communications is cuts across all barriers and appeals has print insertions in local news- run of the tabloid launching a weekly English language tabloid titled The Capital to all kinds of audiences. Thus, it papers. The channel has also tied Post in the first week of July, in the Delhi and NCR region. was but natural to mix the same and up with electronic retail stores to air will be around The tabloid will bear a cover price of `5. The initial print present the same to the audience in promos of the channel across dis- 25,000, and will run of the Delhi edition of the tabloid will be around 25,000, that region. UTV Action Telugu, played television screens. be increased and will be gradually increased. On an average, the weekly gradually. would have 24 pages, and will be available on Sundays. After QUOTE OF THE FORTNIGHT the Delhi launch, the group plans to introduce the tabloid in Ahmedabad, parts of Madhya Pradesh and Chhattisgarh. ‘‘Entertainment is all about ETV Network> In a bid to get closer to the homes of non- bridging the gap between resident Indians, ETV Network has launched ETV Telugu, ETV older and newer paradigms Bangla, ETV-Marathi and ETV-Kannada in the United States in and championing newer association with the DISH Network. ETV Bangla on channel 590 will be available in both the Bangla Mega pack for $29.99 beliefs.’’ per month and the Prabasi Bengali pack for $19.99 per PUNIT GOENKA, ZEEL’S MANAGING DIRECTOR AND CHIEF EXECUTIVE OFFICER ON THE month. ETV Marathi (channel 670) is offered on the new Maha NEED FOR A NEW REVAMPED ZEE NETWORK IN DNA. package for $19.99 per month. ETV Kannada on channel 905, meanwhile, will be available on the mega pack for $19.99.

8 afaqs! Reporter, July 1-15, 2011

BIG BANG AWARDS 2011    Sponsored by

he Big Bang Awards Suvarna (Asianet 2011, the annual event of Communications) won one gold, Tthe Advertising Club of one silver and two bronze; Disha Bangalore, witnessed an interesting Communications and Integrated mix of big, small and medium-sized Brandcomm won one gold and one Wonder Cement> The Rajasthan-based R K Marble- agencies winning metals. silver each; Thoughtshop Advertising promoted cement brand Wonder Cement, is on the lookout Among the creative agencies, Stark and Film Productions bagged for a creative partner. The company has called for a pitch Communications led the pack with one gold and one silver; Sorento that includes six creative agencies, of which, three are local 14 metals in its kitty. It won six golds, Healthcare Communications got a besides Ignite Mudra, Cheil Worldwide and the Percept Hakuhodo-promoted IBD. The size of the account is estimated in categories including Single Press gold and a bronze in the Healthcare at `6-10 crore. This is the first time that the company has Ad - English, for Heera Construction, category; Adverto Advertising and called for a creative pitch. Single Press Ad (B2B) for Malayala JWT managed to get a gold each. Manorama’s Wedding Procession Tanishq got one silver and one advertisement, Press Campaign bronze. It also bagged the Big Bang (Language) for radio mango 91.9, award for the Client of the Year >> ACCOUNT MOVEMENT Press Campaign (English) for and the Ayaz Peerbhoy Multimedia Malayala Manorama Online, Press Campaign of the Year for Creative > Lowe Lintas Kolkata has bagged Campaign B2B for Agency went to Tanishq the creative duties of the financial Malayala Manorama from Titan Industries, services company BMA Wealth Creators. and Direct Mailer for too. The agency won the account sans Karnataka Tourism. The Ad Club any pitch. The size of the account is Other than these, the Media Campaign of estimated at `5-6 crore. This is the first time that BMA Wealth Creators is appointing ADVERTISING agency also managed the Year award went an agency to handle its creative mandate. to receive four silvers Ayaz Peerbhoy to Mindshare, for and four bronze Multimedia Hindustan Unilever. metals, as well. Campaign of Among the media > BBH (Bartle Bogle Hegarty) India has won the Mudra agencies, Maxus led creative duties of liquor brands Johnnie Walker and Communications the Year for a with 41 metals in its Captain Morgan from the house of Diageo. With this, followed with four creative agency basket with12 gold, 17 BBH will be handling three Diageo brands, including golds, four silvers and silver, and 12 bronze. the Scotch whisky brand Vat 69, the creative four bronze metals. went to Tanishq Some of the mandate for which was won in 2009. The agency won the account of Vat 69 The agency won a and Ad Club categories for which through an extensive multi-agency pitch. However, this time, no formal pitch was gold for Radio Spots Maxus won golds were called, and the business was given to the agency on the basis of its work on Vat Media Campaign 69 and the relationship it shared with Diageo. (English) and the Media Innovation - TV other three for POP of the Year went for Nokia, Social Media Material category to Mindshare. Campaign for Nokia, for the client Base Media Innovation - > Ignite Mudra has bagged two new Corporation’s campaigns. Cinema and Web Banner for Nokia businesses, Mumbai-based internet service provider Dentsu Communications India. You Broadband & Cable and Sikka Group, a real- received two golds, with one in the Mindshare followed with 12 gold, estate firm based in the Delhi-NCR region. Both PR Category, and another a bronze. 11 silver, and 14 bronze. The media accounts were won following a multi-agency pitch called last month. The account Pentagon Communications won agency won gold for categories like size of Mumbai-based YOU Broadband & Cable is `25 crore and the account size ` a gold, two silvers and one bronze. Media Innovation - Radio, Online of Delhi-based Sikka Group is 20 crore It won the gold and silver in the Campaign for Hindustan Unilever. It is to be noted that Ignite Mudra will also be looking after the digital requirements of the Sikka Group. House Journals category for its work Aakanksha Healthcare bagged three for Sparsh Hospital, a silver in the golds, as well as six bronze metals. Events category for Sparsh Hospital Some of the other media agencies and a bronze for Wipro Mission 10X amongst the winners include Adverb, > Contract Advertising has bagged the creative in the House Journals category. Mediaedge:cia, Titan Industries, mandate for Piramal Realty, the real-estate venture Titan Industries won one gold, 22feet, George P Johnson, OMD of Piramal Enterprises. Contract bagged the account two silvers and one bronze. and Leo Burnett. after a multi-agency pitch that was called about two months ago. This is the first time that Piramal Realty has partnered with an advertising agency. It is learnt that five agencies, including QUOTE OF THE FORTNIGHT Contract Advertising were foraying for the business. In another event, CavinKare has also roped in Contract Advertising to handle the ‘‘Mobile advertising still upcoming projects of its two brands, Chik and Spinz hair colour. means SMS advertising to some people. The conversion > Scarecrow Communications has been appointed of ads to actual business is communication consultant by MVL Mobiles for its upcoming products across India. A pitch process preceded the 1-2 per cent and 8-10 per development, and according to industry sources, Law cent in case of free offerings. & Kenneth also took part in the pitch process. Contract The industry is bound to grow Advertising clarifies that it opted to stay away from the pitch process after a brief meeting. Ad spends on the brand after the penetration of 3G.’’ are estimated to be around `18-20 crore annually, as per AMIT LALL, HEAD, MOBILE MARKETING, MOBILE2WIN ON MOBILE ADVERTISING. industry estimates.

10 afaqs! Reporter, July 1-15, 2011

   CASTROL The Emotional Twist Ogilvy has tried introducing the emotional angle to explore relationships in a category, otherwise characterised by rational and mechanical advertising. By Biprorshee Das

he truck driver with a heart! The new tele- vision commercial by Castrol for premium Tmultigrade diesel engine oil Castrol CRB Turbo, brings in the emotional angle to a truck driver’s lifestyle, while at the same time, commu- nicates the product benefit. It has been designed by Ogilvy India. The agency was briefed to bring in a fresh perspective of the brand and its proposition and to move away from the clichéd problem-solution situations in the category. Ogilvy decided to bring forth the human ele- ment, with the truck driver having a soft corner for his vehicle, as well as being sensitive to his family responsibilities. And, at the same time, the agency “The communication task was to fuel the also communicated to truck drivers and fleet own- growth momentum on the CRB Turbo brand, and ers, the benefits of using the product to keep the further deepen the relationship of consumers with engine new for a longer time. our brand. Research indicates that one of the key The film has been shot in Hindi and Tamil, emotional drivers of our target audience is care, and has been directed by Vivek Kakkad of Curious and providing for their families. They value their Films. relationship with their trucks, as much as their Talking to afaqs! Reporter, Abhijit Avasthi, relationships with their family members,” says national creative director, Ogilvy India, says, Giriraj Bagri, vice-president, Castrol India. “There has been a lot of rational advertising done The television campaign is being supported for the brand, as well as in the category. This by ground-level activation, in-store, and out- time we decided to go ahead with the emotional door promotions.

connect and explore the relationship of the truck FOTOCORP driver with his vehicle and family. The flavour (Left) Bagri and Avasthi: an emotional tale FOOD FOR THOUGHT of the film lies in the driver being shown as the he commercial has received mixed toughie who knows his vehicle, but also comes Research indicates that one T responses from professionals. The strat- across as a romantic at heart.” egy to move away from the typical clichés of Avasthi adds that the fresh situation is also in of the key emotional the category has been welcomed and is being keeping with Ogilvy’s core concept of emotionally    engaging with audiences. drivers of truckers is care. >>

BLACKBERRY PLAYBOOK sparked off a series of other brand capabilities for non-BlackBerry launches in this space, including smartphone users. Dell’s Streak, Acer’s ICONIA series Krishnadeep Baruah, director, and Samsung’s Galaxy Tab. marketing, RIM India, elaborates Smart Worker The Playbook allows for synchro- on the road ahead for the Playbook, nisation with an existing BlackBerry “People today wonder if they really The tablet series works on the baseline, ‘Work smartphone device for surfing and need a tab. There are many such smarter and play harder’. By Devina Joshi other functions. It also has Wi-Fi fence sitters who do little about their need to be connected, whom we need to target.” esearch In Motion (RIM) RIM has a two-fold strategy to India, better known as achieve this - the first is to create Rthe company that owns awareness about the availability of BlackBerry smartphones, has the Playbook based on its unique unveiled its tablet device, the features of portability (with a 7-inch BlackBerry Playbook, in India. screen and 425g weight), and com- Positioned as a portable ‘fits in patibility with BlackBerry handsets your jacket’ kind of a lifestyle tool and other Bluetooth devices. To that is set to make the lives of do so, it is important to ensure its users easier on the move, the that consumers get to experience Playbook shall be sold in India at the look and feel of the product - a price point upwards of `27,990. over 250 stores across India contain As is common knowledge, the demonstration kiosks to meet this tablet market is a fairly new one in purpose, to begin with. With the India and the launch of the Apple iPad was among the first which   !>>

12 afaqs! Reporter, July 1-15, 2011 KEEP PACE WITH THE INDIAN MARKET

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www.motormatch.in Organisers [email protected] | +91 98103 73331 MAC Group | Fiera Milano | Exhibitions India    CENTER FRESH << "#  $ The emotional... A Ticklish Feeling seen as a clutter-breaking move. Raghu Bhat, founder and director, After the serious ‘Come on India; talk less and work more’ campaign, Scarecrow Communications, says, “There are a lot of category codes in trucker com- Center Fresh returns back with its funny proposition this year with munication, but this ad tries two new things. ‘Zubaan pe rakhe lagaam’. By Anushree Bhattacharyya It uses a woman very prominently in the sto- ryline. It also uses emotion and romance in a highly rational category. These are laudable.” Bhat says the only false note in the ad happens when the woman starts talking about Castrol engine oil as a reference point. But, he is of the view that the performances are natural enough, with the message com- ing through well. Amit Kekre, planning head, Mudra West, has a slightly more critical view to offer. He says that the product benefit comes through easily in the ad, and the analogy of relation- ships is a much-needed welcome change in the category. However, he also says that while the commercial operates in what otherwise is

he confectionery com- the TVC leaving the consumer pany Perfetti Van Melle smiling.” TIndia, in its new cam- Elaborating on the concept, paign for Center Fresh chewing Abhijit Avasthi, national creative gum, presents the funny side of director, Ogilvy, says, “While the the brand. With this television ‘Come on India; talk less and commercial, the brand moves work more’ campaign was a satiri- beyond its earlier campaign cal take on people owning up to which was somewhat serious, their responsibilities, and was more carrying a social message - a about corporate social responsibility route the company adopted in (CSR), we thought of toying with 2009 through the ‘Come on the advantage of Center Fresh being India; talk less and work more’ a fun brand this time. The idea The TVC is being campaign. In between, the agen- came across when we were brain cy launched another campaign Suneja: on the funny proposition storming for a new idea that reflect- supported by ground- called Shoe Lace. ed the core values of the brand. We Created by Ogilvy India, the latest film, titled focussed on a simple way of storytelling, this time.” level activation, in- Bank Robbery, depicts a bank robbery where the store, and outdoor robber turns out to be the security guard, who AN IMPRESSIVE TALE returns to the call of duty (security) by sheer force he TVC draws mixed reviews from advertising promotions. of habit. The TVC ends with the voiceover say- Tprofessionals - while a few believe that it fails ing, ‘Phisal gayi zubaan?’, highlighting the tagline, to live up to the expectations in terms of idea when typically a male bastion, the idea of bringing ‘Zubaan pe rakhe lagaam’. compared to some of the recent ads of Center Fresh, the ‘wife’ in the same space is something that Speaking to afaqs! Reporter, Sameer Suneja, for some, it presents an interesting situation and goes against the conceived notion. chief executive officer, Perfetti Van Melle, says, connects well with the brand’s core value. Kekre also thinks that the choice of the Sailesh Wadhwa, group planning director, stra- model who plays the truck driver’s wife is The new campaign high- tegic planning, Bates 141, says, “More often than not very convincing as she comes across as a not, ‘Zubaan pe rakhe lagaam’ advertising has left tad too glamorous. lights the brand value, with one speechless. However, the current spot smells a “A typical truck driver spends a lot of lot like a David Dhawan type of Bollywood num- time away from the family, out on the roads. the TVC leaving the con- ber. Comparisons are inevitable, and the current The space within the truck is a crude, crass, film lacks the sharp wit and the ‘aha!’ moment of male space. Within that space, to bring in sumer smiling. Center Fresh’s ‘Zubaan pe lagam lagata hai, haath the ‘wife’, I am not sure how prudent it is,” par nahin’. says Kekre. “Every year, the Saying that he finds the execution including the “It is a fresh thought, definitely, but the attempt is to pre- characerisation and setting rather fresh, Wadhwa archetype of a sensitive trucker emasculates sent a refreshing hopes to see more interesting takes on the thought. the truck driver, which may or may not be a idea to bring for- According to Nitin Pradhan, executive creative very wise move,” he adds. ward the message director, Leo Burnett, the agency has presented the According to Kekre, the relationship anal- ‘Zubaan pe rakhe bank robbery situation in a very interesting manner. ogy could have been further explored, and lagaam’. The new He adds, “Categories like these need to be sticky to could have been more believable, particu- campaign high- their proposition to remain true to their value, and larly for truck drivers, if instead of the wife lights the brand as long as the brand is able to justify its value, such and family, the idea of friendship had been value in an inter- ads will always work for it.” used. esting way, with [email protected] [email protected]

14 afaqs! Reporter, July 1-15, 2011

  AARAMSHOP.COM Life Made Easy The site named Aaramshop.com will enable consumers to use Facebook to order and purchase grocery items from nearby retail outlets. By Kapil Ohri

aramshop.com, the recently- via a SIM card - at the shop, which launched online retail store, will print the order placed by the Awill enable internet users to consumer,” says Singh. It implies use Facebook to order and purchase that once the consumer confirms the grocery items from their nearby gro- order, a printout of the order will be cery outlets (kirana store), without generated at the shopkeeper’s end, placing the order on phone, or visit- similar to the way the fax machine ing the outlet physically. works. To be precise, the retail company Singh points out that the retail has launched a Facebook page titled company will target its service ‘AaramShop’ (available at On.fb.me/ towards consumers who are inter- aaramshop), where it will make avail- net-savvy, and lies in the age range able an application (app) to showcase of 25-45. various grocery products across cat- On the business model, Singh egories. Users can use the app to indicates that they will use advertis- select the products and nearby gro- ing on Aaramshop.com and leverage cery outlet - which has a tie-up analytical data to earn revenue. The with Aaramshop.com - to place the retail company has plans to share order. The user can also specify the shopping trends with brand owners. time when they want the order to Singh clarifies that they will protect be delivered at their place. The user the privacy of the site user and will will be required to pay cash on the not share personal details like address delivery of products. and phone number of users with Other than using Facebook to anyone. buy grocery items, users can directly “In the future, we may also search access Aaramshop.com to order items other revenue streams. For instance, from nearby grocery stores, clarifies, we may explore the way to earn rev- Vijay Singh, founder, chief execu- enue via placement of brands in the tive officer and managing director product catalogue,” mentions Singh. of Aaramshop.com. The user will be He explains, “Initially, the products first required to create a user identity, or become of various brands will be listed, based on demand a member of Aaramshop.com. The user can either Other than Facebook, among consumers. Later, if brands will like to use his Facebook account (ID), or create a fresh users can directly access place themselves on the top of the list, we may identity on the retail site, by filling in the required charge money for it as well.” details, and then select the products and nearby Aaramshop.com to order Initially, Aaramshop.com will offer its services retailer, and place the order. in the Delhi-NCR region, but will later extend its Once ordered - either via Facebook or items from grocery stores. service to 12 cities, including Chandigarh, Pune, Aaramshop.com directly - an SMS and e-mail Bengaluru and Hyderabad. The company has cre- notification of order details will be delivered to rope in shopkeepers who are technology-savvy, ated a sales force of six people, which will tie-up the grocery store manager, who will then deliver and who use the smartphone or the computer. with retailers. It has already tied up with 34 retail- the products to the consumer at the specified time. “For retailers, who are not very technology-savvy, ers in the Delhi NCR region. In the initial phase, the company intends to we may install a printer conected with the internet [email protected]

<< "#  $ Apart from launch events to cre- on Facebook has been used to drive ate buzz, a print campaign will also people to send SMSes to pre-book be leveraged. The idea is to drive their tablets, with discussion forums Smart Worker. people to the BlackBerry Playbook on user experiences. The page cur- microsite and give them a demo of its rently has more than 85,000 fans. official launch, around 700 stores features, and also, through SMSes, On the OOH front, RIM has across eight cities in India shall to get them find out its availability in captured the New Delhi and contain experience zones or demo the store closest to them. Mumbai airports with compre- booths. RIM has also tied up with key hensive branding across kiosks, “Word-of-mouth and user expe- radio stations in the top eight cities. innovations on escalators, floor rience helped us create BlackBerry On the digital platform, too, dis- stickers and huge displays on LCD positioned on the smartphones as a brand and we play banner ads have been created screens (around 64 screens in the premise ‘Work smarter and play hope to achieve the same with the with the objective of driving people Delhi airport alone). harder’. The target group for the Playbook,” says Baruah. Experiential to the Playbook microsite. Twitter Eventually, television advertising, Playbook will be young profession- marketing in stores shall be the key updates by RIM, too, have the same too, is on the cards. als, aged upwards of 23 years. to this effect. objective. A fan page for BlackBerry The BlackBerry Playbook is [email protected]

16 afaqs! Reporter, July 1-15, 2011

   Round-up

The Cannes Lions International Festival of Creativity settled into its groove quite nicely. The discussions ranged from creativity to the balance between art and commerce. Indian agencies had a happy outing with many nominations and a satisfying clutch of metals. Some of the highlights. By Prajjal Saha and Ashwini Gangal Too much Testosterone? The Three Cs of Modern Creativity ommunity, Crowd-sourcing and Co-creation. These were touted to be Cthe bedrock of creativity. Jon Wilkins, founding partner, Naked Communications (the UK-based creative and strategic outfit), Stuart Wells, integrated creative lead, global market- ing creation team, Nokia, and Casper Willer, managing partner and executive creative direc- (Left to right) Stewart, Lam, O’Brien, Heimann and Kadlec: of mad men and more tor, Naked Communications, Copenhagen put forward their ways. he session, Beyond Mad Men: Toward we don’t have the ‘luxury’ of discriminating based They explained why the three Cs are such Gender Balance in Creative Roles, was on gender”. She went on to say that in her career, Tmoderated by Michael Roth, chairperson she had not felt that she was competing with men and CEO, Interpublic, and Kitty Lun, chairperson in particular. It always about competing with her and CEO, Lowe, China. peers. Lam was vocal. “Women are more open- The panellists comprised Martha Stewart, minded and bear less of an ego. So, being a woman founder, Martha Stewart Living Omnimedia; in the creative industry in Asia is an advantage.” Soledad O’Brien, anchor and special correspondent, She added that this is also why, though male CNN; Carol Lam, managing director and chief creative professionals may outnumber females, the creative officer, McCann Erickson, Shanghai; difference is not felt much. Kimberly Kadlec, worldwide vice-president, global Heimann had a different take on the matter. marketing group, Johnson & Johnson and Gail A little extra courage and defiance on the part of Heimann, vice chairperson, Weber Shandwick. women in the industry helps them get ahead in Wilkins: barriers will break down Roth and Lun introduced the topic of discussion their careers, because according to her, “the ad by informing those present that out of this year’s industry is a testosterone-driven world with a lot a reality today and why they aid creativity and 13 jury presidents, only one was a woman. That of male swagger.” Women, she said, need to learn communication in the current era. It, said the set the ball rolling furiously. Stewart began by how to compete as equals, given this scenario. trio, is important to not only involve the end expressing that according to her, creative work is Kadlec began her take on the issue by sharing consumers in the process, but to also have them not ‘a man’s job’ or ‘a woman’s’ job’, rather, it is a personal example from the 1980s, when she contribute to the brand - either at the message “creative work that needs to be done”. started her first job. Apparently, only the men in level, or even at the sheer product level. Taking the issue forward, Lam shared some that office got cigarette breaks - not the women. Every brand has a community of sorts and the interesting points. She said that in China, the This, she expressed, was her first tryst with gender importance of bringing these like-minded people problem of too little female representation in discrimination in the advertising industry. “A together was the crux of the session. “By doing senior creative roles is not a big one because “we’re male mentor,” said Kadlec, “once told me that it is so, the barriers between the community and facing the problem of shortage of talent overall, so important for women in advertising to be very clear the public will break down,” Wilkins enthused, about what they want and verbalise it to the people sharing the inspiring example of a community who can help them achieve it.” She also added that called ‘Sneakerpedia’ that enabled all those who the glass ceiling effect is a reality. For example, the shared an obsession for sneakers to communicate number of women who get promoted (in roles on a common platform. above those of manager and director), is known to “Once you build such a community, who drop drastically in most agencies. knows where it can reach and where it can take Given the topic being discussed, the issue of you. The three Cs are systematic and community work-life balance was an inevitable one. Kadlec - a building is a systematic process,” Wilkins stated. mother of three - said, “Work-life balance is not He shared the example of Volkswagen’s ‘People’s about juggling, it is about playing catch! If women Car Movement’ in China. In 2010, Fiat Brazil partner with people, both at work and at home, it asked 17,000 people across 160 countries to becomes easy to manage both.” contribute to design the world’s first crowd- Lastly, O’Brien asked why male ad professionals sourced car, the Mio. According to Wilkins, don’t allow women to break into senior-level the auto segment is one of the most interesting roles. Heimann responded, “It is a club of sorts categories for the application of the three Cs. and no one wants their club to be invaded by new members.” I  $%>>

18 afaqs! Reporter, July 1-15, 2011

   The Cannes Debate: Katzenberg and Murdoch n its initial years, the Cannes Debate delved and Portugal. The same can be said about the US. for Cannes, as this year it has changed its name into the subject of technology. For the last few Murdoch: Jeffrey is right. It all depends on from festival of advertising to festival of creativity? Iyears, it has been on marketing, where Martin where you stand. The first call is that there is an Katzenberg: It’s really a precarious balance, like Sorrell debated with CMOs of large consumer extraordinary shift in the mood. We are looking skiing on the edge. But, when you find the balance goods companies such P&G, Unilever and Nestle. at what the drivers of growth are. In Asia, the on the edge, the reward is spectacular. And, it This year the focus was on content developers and business is growing very strongly. holds true for any field, be it a TV show or an owners. Sorrell’s guests were Jeffrey Katzenberg, However, in other markets, where we are kind ad film. Right now, they are out of balance in chief executive officer (CEO), co-founder, direc- of a challenger company, the mood is not great. Hollywood. In the last six months, it’s arguably the tor, DreamWorks; James Murdoch, deputy chief Hopefully, the companies are in good shape after worst or last creative period in the last decade or operating officer (COO) and chairman and CEO, the shock of 2008-09. They are actually in a better so. There is some uncertainty and fear. Originality International News Corporation. position to go forward, but nervous about the and creativity require risk and risk equals value. It’s Katzenberg co-owns the $2 billion company macro environment. a very delicate equation. DreamWorks, which has produced movies like Sorrell: How does one maintain the balance Murdoch: In creative, we have to guard against Avatar and Kung Fu Panda. Murdoch, who between art and commerce? This is fundamental fear. When creative process shifts towards safety in needs no introduction, heads an environment under extreme a company with market cap of pressure after the terrible shock, $47 billion and revenue of $33 it takes time to get over it. I agree billion. For his company, 20 per with Jeffery that the ability to take cent of the revenue comes from risk is fundamental. film and entertainment, while As far as the art and the another 20 per cent from the commerce are concerned, I think cable business. The newspaper art needs to be accountable for business contributes another what it wants to achieve, and 18 per cent while the share of what it wants to sell. We should television business is around 13 see it as a cycle of product. per cent. Sorrell: So, what needs to Excerpts: change? Sorrell: In the last four-five Katzenberg: Hollywood as a weeks, I have noticed a change in movie industry is going through the attitude of people at a macro a disruptive point in my 40 years level, but not at the micro level? of being around. It’s not even Katzenberg: Actually, I returned Sorrell (centre) quizzes Murdoch (left) and Katzenberg closer by order of magnitude and last week from a world tour, the complexities of what is going which included Europe, Asia, Australia and South on. You have the perfect storm of things for it to America. Depending on where you are, there is a “Multi-touch screens occur. different essence. In Australia and Asia, things are It came in 2008, in which the proposition of pretty charged up as the market is very enthusiastic are unleashing new price value for everything in anybody’s life was put about business and consumers. In Europe, there is kinds of creativity.” up for revaluation. In that moment, consumers a great deal of uncertainty, probably because of the hangover of the recent situation in Greece, Spain MURDOCH  $$>>

brand’s ventures Lego Architecture enabled one to ‘track’ the exact path times the initial investment and the << "#  & and Lego Jewellery are being co-run taken by the concerned snow-surfer. content generated by the application by fans! Part of the brand’s business, Additionally, it could measure the was shared in 26 languages. therefore, runs by grasping ideas surfer’s heart rate, anxiety level, “People from the community The Three Cs from lay people. foot pressure and orientation of the came up with innovative ways of Wells spoke about how Nokia surfing board all through. mapping the surfer’s path,” Wells Willer then spoke about how Lego (with Burton) harnessed the power This project reached more than said. It is pretty much about finding consciously worked at the three Cs. of the community for an open-source 290 million people and was aired the knowledge in the crowd. This brand has become a ‘cultural innovation project called ‘Push across channels such as TV, events, This brought him to his ‘One per property’ of sorts, and currently Snowboarding’. It was essentially mobile apps and online media. cent Rule’, which says that 1 per cent has more than 70,000 videos on an application on the phone that The return on investment was 13 of the community actively provides YouTube, not to mention its heavy content along with the brand, 9 per presence on Facebook and Flicker. cent are enthusiasts who’re passively Willer stated two main reasons for involved with the content; and 90 Lego’s community success. “Firstly”, per cent comprise the “arm-chair he said, “the brand’s philosophy mass”- those who don’t participate in is ‘System in Play’ - it relies on content generation at all. systematic creativity.” The Lego Citing the example of the show Brick is a perfect social object in a American Idol, Wells said that the networked society, and this is why competitors form 1 per cent, voters the Lego Brick is so popular amongst and fans 9 per cent, and passive people. “Secondly,” he continued, TV audiences 90 per cent of the “this brand puts consumer community. Driven by the digital engagement at the heart of its business spurt, we now operate in an open eco- strategy.” In fact, it actively ventures system where consumers play a role into crowd-sourcing and co-creates in every level of involvement, be it products with consumers. The Wells (left) and Willer value creation or value harvesting. I

20 afaqs! Reporter, July 1-15, 2011

   “There Will be New Complexities of Culture”

hen the world’s second biggest adver- “Given Unilever’s geographical reach, growth tiser speaks, everyone listens. Paul ambitions and values, these drivers become WPolman, the high profile chief executive important in the new business model,” Polman officer (CEO) of Unilever, stated the impor- further said. tance of India and China in Unilever’s scheme of According to him, the scale and speed of things at the International Festival of Creativity, growth in the new economic powerhouse of Cannes. This was the day after he reorganised the Asia is changing quite a few things very rapidly. Unilever top management, and promoted India- According to International Monetary Fund (IMF), born Harish Manwani as chief operating officer the economic growth in Asia, led by India and (COO), Unilever, with the focus on emerging China, averaged at 8.5 per cent in 2010, and is markets. expected to grow 7 per cent or more, in 2011 and Addressing a packed auditorium at Palais Des 2012. These two countries, along with Indonesia, festivals, Cannes, Polman advised how the agencies Brazil and Russia will be at the centrestage of the should change in the changing environment. new world order. They will be home to most He said, “The contact has changed massively of the global population and economic growth. and so has the language. Advertising meant for Consumers from these countries will be even mass consumers is basically a single proposition more demanding, and will seek higher standards and by standard matrixes, this is marketing at of health, hygiene and nutrition. straight times.” Currently, 56 per cent of the Unilever business Polman added, “Today, as we enter a new comes from outside Europe and North America, era of engagement, where there will be more which according to Polman, is on the higher fragmentation, more complexities and more Polman: "Our thinking has to shift to New Delhi" side compared to any of the other major global channel options, both brand owners and agencies efficient, and innovative enough to fuel positive consumer goods companies. Polman predicts this need new capabilities and new skills to interpret online conversation. figure would go up to 70-75 per cent by 2020, data.” The third point was sustainability, not just asserting that Unilever is an emerging market Polman referred to the three key drivers of in terms of environment, but sustainability in company. change: all respects, through fair sustainable growth. He The company’s growth ambitions, coupled  The way we think about our market. asked if the agencies understood the sustainable with the potential connectivity with consumers The way we anticipate consumer needs. agenda and are actively taking part in it. shows the great task ahead, both for Unilever The way we manage our brands. Talking further about Unilever, Polman said, and its agency partners, to enhance resources This will give rise to three kinds of challenges “Unilever products are available in 180 countries, and capabilities to reflect increasingly well on for both the marketer and the agency: and one-third of the world’s population uses the market where the growth is, and not where it As the economic power shifts to the East and Unilever products every day. Unilever makes a comes from, or where it has been. “This is why we the South, reflective of the recent organisational connect with consumers every time someone uses need to shift our thinking to New Delhi and not restructure at Unilever, Polman questioned a Unilever product, which is 2 billion times every New York,” Polman stated. whether the current agency model was the right day. This makes us preferable, but also responsible The common denominator here, according to one in helping the brand owners to anticipate the at the same time,” he added. Polman, is the second driver of change, which needs of 1 billion consumers. The commercial opportunity lies in reaching is digital. The internet has changed everything Next was the impact of digital technology. out to the next 1 billion consumers coming in, that we do, be it taking pictures, listen to music, Polman questioned if the agencies were fast enough while the responsibilities will be to reduce the access information, communicate, or socialise. to understand the wealth of engagement, and if negative aspects of the Unilever product towards He shared that his belief comes from his visits to they were equipped to help inspire advocacies the environment, from sustainable sourcing in its through content which is more relevant, cost- own factories, to consumption.  $ >>

"# $% << different products. For a customer, to say it through an audio visual working on some stuff that will consumptions over different markets media or in written words. For the revolutionise these images. This The Debate... are a completely straight forward and newspaper business, it’s a new kind is being developed in conjunction frictionless experience. In a digital of paper stock. with Intel, and will be very relevant started looking at the ownership of market, it is easy to deploy new Katzenberg: I think 3D is the to the ad industry. approaches of DVD movies in a technology. We’re in a very exciting single greatest technology innovation Sorrell: Is size the enemy of completely different light. With a creative period. 3D is one thing that that has come as an opportunity to creativity? lot of pressure on price, a consumer can bring customers towards home. If Hollywood in many decades, but it Katzenberg: I don’t think so. News started to question whether he we can justify the value proposition, is disappointing, if not devastating, to Corp for example is an exception in wants to buy a movie which he we can provide immersive experience see how badly it has been squandered. the many functions they are in. is going to watch once or twice. to our customers. It is akin to wasting a Golden Goose. Murdoch: This is one of the big At the same time the transition of Multi-touch screens are I think there is an opportunity challenges. The real problem is that new technology, which has not yet unleashing new kinds of creativity to bring it back. Technology is we’re not big enough. And competing arrived, though it will arrive for use, from an editor’s point of view, in the friend of an artist. With new at scale, the way big corporations are, affected the decision. I can say that terms of layout and storytelling, technology, artists can create and at the same time, being creative, only 2 per cent of the DreamWorks where they have the opportunity rich stories and images. We’re is a challenge. There are six skies movies is digital. around the world, yet the media Sorrell: What new technology business is a local business. Keeping excites you? “It is disappointing to see how badly the in mind regional preferences is what Murdoch: We had lot of market the media business is about, but it is place in the past, but now everything 3D innovation has been squandered.” important to think from the global is digital. And, it is seamless between KATZENBERG point of view, too. I

22 afaqs! Reporter, July 1-15, 2011

   India’s Satisfying Show Creative Effectiveness, he Chuk Chuk Gaadi film for the Indian understand what makes good music in other parts W.A.L.S style Railways, created by Ogilvy India and of the world. Often, you miss on the nuances if TNirvana Films, has won the gold Lion in you try to translate a script, but here, the music he Creative Effectiveness award is the the Film Craft category for Best Use of Music. transcends the translation.” Rose adds that this latest addition to the ever-growing list What is interesting is that it kept on climbing year, the copy writing or script writing tool was Tof categories at the Festival of Creativity, the ladder every time it was reviewed. On the first used very effectively and a lot of it was geared Cannes. To win this award or even enter this screening, it was considered for a bronze, which towards patriotism, even in the form of poetry. category, it’s mandatory to have won a Lion in was upgraded to silver in the second evaluation. In Prasoon Pandey, filmmaker, Corcoise Films, the previous year the final judging procedure, the film managed to was the Indian juror on the board. He shares, “You Philip Thomas, CEO, Cannes Lions Festival, get the eight votes for the gold Lion. cannot clarify your point on a campaign from your shared that for the last two-and-a-half years, they The Film Craft category at Cannes is in its country unless you are asked. I am glad that Brian have been trying to add effectiveness to Cannes’ second year. It received 1,322 entries from around (Carmody) asked me why this film was entered in creativity. BBDO India becomes one of the six the world, of which 33 were from India. The jury the Best Use of Music - if it was entered in Sound agencies in the world to have won the first gold claimed that it was a stringent judging process, Design, it could have got a gold. Lion in the Creative Effectiveness category. This and only 9 per cent of the entries were shortlisted. “I clarified that this wasn’t the sound effect of was for last year’s winning campaign - W.A.L.S. When it came to gold Lions, only 12 were given a train. Instead, it was a song from a 40-year-old (Women Against Lazy Stubble). out. Keith Rose, jury president and director, film. It wasn’t that the film was made and the Sharing his view on the winning Indian entry, Velocity Films, says, “The script for the music sound track later incorporated. Rather, it was the Jean Marie Dru, jury president and chairperson, was amazing. I must say that many a times, the other way round, where the film was re-crafted TBWA Worldwide, says, “This was a great idea Western world or the Europeans don’t value or around the song.” I and a complete integration of event, advertising and digital.” Says Dru, “Many of the entries in the category (in the first year) over-claimed their      results, which they weren’t able to validate later AGENCY GOLD SILVER BRONZE TOTAL on.” BBDO India Creative Effectiveness PR (2) Outdoor 4 The jury was also careful to eliminate those Ogilvy India Film Craft Press — 2 entries in which creativity did not play a large role Lodestar UM Media — — 1 in achieving targets. Nirvik Singh, chairperson Out of the Box Design — — 1 and chief executive officer, Grey Group, Asia- Mudra — Design (2); PR 1 Promo Activation (2); 8 Pacific, says, “There was one question in the Film; Press; Design format which discounted the other factors McCann — Press Radio 2 that could have contributed to achieving the Taproot — Outdoor — 1 final target - for instance, if there were any Maxus — Media — 1 sales discounts available during the time of the TBWA India — Design — 1 campaign. The jury also looked for a mismatch between the initial goal and the result, and those JWT — — Film 1 entries which did not meet these criteria failed to Grey — — Press 1 make the cut.” I Sorento Healthcare — — Outdoor 1

<< "# $$ it through its recommendation engines,” says Polman. The implication of these on the “Agencies will also have There Will be New... marketing companies is enormous. Polman says that Unilever has taken to change like Unilever emerging markets like India, where a radically different approach to farmers use mobile phones to gather seize these opportunities. “We have has, if they want to stay weather reports, or financial services changed the roles and responsibilities companies in Africa launching new of our marketing. We have introduced in the forefront.” tools for low-income customers. rigorous digital training for our team Polman further stated that while in partnership with this global media media companies have always companies,” says Polman. had a great connectivity with the For the advertising agencies, consumers in the past, it was mainly Polman says, “Agencies will also in specific markets with very narrow have to change like Unilever has, if focus. “For the first time now, we they want to stay in the forefront. have media companies such as They have to seek the right balance Facebook, Twitter, MSN, Microsoft, between global coordination and Google, Amazon and Apple, which local customisation.” are in the true sense global. The According to him, the traditional to lead, partner and align without we know that half of advertising is influence of these companies can model of global, regional and local combined strength,” is Polman’s wasted, and we do not know which certainly not be underestimated. structure has become inadequate. In next advice to the agencies. half,” he quips. These companies have the capability the digital age, they have to reorganise In the new age, the fundamental He puts in a word of caution to understand their own, as well as themselves around consumers and difference is that the brandworld saying that the digital world doesn’t consumers from other companies not clients.” will be shaped by mobile and digital, mean that there will be one size intimately. If iTunes allows Apple “The intersection of fast-growing instead of traditional media such as that fits all. In fact, there will be to understand what movies or songs economies and the digital world television, radio and print. One key new complexities of culture, and we we like, Amazon discovers what we is the arena of enormous growth, difference though, will be the ability and our agencies have to gain new will buy even before we purchase and agencies will have to find ways to measure effectiveness. “Anyway, insights.” I

24 afaqs! Reporter, July 1-15, 2011

ROHIT OHRI I MANAGING PARTNER I JWT Wearing a New Hat ohit Ohri’s father wanted him to be a doctor, an Rengineer or a chartered accountant after he finished school (Don Bosco in Park Circus, Kolkata). But fate had other things up her sleeve. B.Com at St Xaviers’ College, cost accountancy, theatre, TV and then advertising… In college he was involved with theatre. In fact he played the lead role in the televi- sion serial, Ganadevata, based on a book by Bengali novel- ist, Tarasankar Bandopadhyay. Directed by P Kumar Vasudev (of Hum Log fame), the serial ran for one-and-a-half years on Doordarshan. Ohri explains, Sometime during those years I realised that I needed to be in a creative profession. Suddenly I

was sure that a number crunch- SUSHIL KUMAR ing job was just not my scene.” In 1989, he met Ram Ray, up what business schools did the best out of people. He adds, “It was really the chairman of Response. “I “If you not teach. “There is something about the magic of client and agency relation- was looking for a position in remarkable about Indian busi- ship.” Ohri’s next big break came when he was finance, but he persuaded me have a vision nessmen. They have an innate asked to manage the Delhi office. It also raised to go for advertising. I joined gut-feel and a deep understand- a big question because general opinion had it as a management trainee,” says and a belief ing of the local consumer.” that JWT Delhi was already very big. “So how Ohri. Interestingly, though he Though the City of Joy was much more can it handle?” Ohri proved them only spent a year in the agency, you can a great place to work it failed wrong. Over the last eight years, revenue went he reported directly to Ray. “He to provide him with the next up three-fold, the branch acquired businesses had a big influence on me in actually do opportunity. That came after like Central Vigilance Commission and Airtel terms of understanding adver- Mike Khanna, the chairman of while manpower rose from 120 people to over tising and learning the craft and anything.” JWT India then, asked him to 400. Explains Ohri, “If you have a vision and a - most importantly - an eye for shift to Delhi to manage the belief you can actually do anything.” detail. Mr Ray believed that ‘god Pepsi business. “That was the Ohri hopes that JWT Delhi will carry on is in the details’,” adds Ohri. turning point in my life and the most fantastic smoothly without him because, “as a leader you Ohri then joined JWT Kolkata in 1990 (the period too,” says Ohri. have to create a set-up that is not dependent on agency where he spent the next 21 years) where While on the Pepsi account he got to work one person.” As he gets ready to take charge of Sunil Gupta was the branch manager. He worked with Vibha Paul Rishi (Pepsi’s marketing head Dentsu India, Ohri believes that this opportunity in Kolkata for about eight years and by the time then) and creative partner Anuja Chauhan along- is a happy marriage between an entrepreneur and he left for JWT, Delhi, he was vice-president. with Swati Bhattacharya, Soumitra Karnik, Surjo a large network. Says he, “Sandeep Goyal has For Ohri, Kolkata was a great experience as he Dutt. “We did the most spectacular work on built a very strong base. Now, it will be about worked on ITC and expanded the agency’s small Pepsi that the brand has ever witnessed in the taking it to the next level. That is what I am going relationship with Bata, apart from working on last 25 years.” It was the ‘Yeh Dil Maange More’ to achieve.” telecom brand Modi Telstra. campaign. (Ohri is currently serving his notice period at He also got an opportunity to work with For Ohri, Pepsi Co’s Rishi too cast a last- JWT and will join Dentsu India Group as executive Radhe Shyam Agarwal, joint chairman (then ing impression. He learnt the craft of creating chairman in August.) the proprietor) of the Emami Group and picked a team, the ability to trust people and to draw [email protected]

26 afaqs! Reporter, July 1-15, 2011

    Can Social Media Harm A Brand’s Image? Brands like Vodafone and Kit Kat had to face the brunt of dissatisfied customers on the digital space. Can this platform damage a brand’s image? By Ashwini Gangal ' ))) ' ()* ( )    +,) Head, Windchimes Communications NCD, Saatchi & Saatchi Founder and Principal, Blogworks Sr V-P, Marketing, Tata Teleservices FOTOCORP YES, IT CAN. HOWEVER, NO, I DON’T THINK THE REAL QUESTION IS SOCIAL MEDIA IS THERE ARE CERTAIN SOCIAL MEDIA CAN WHETHER THERE ARE JUST ONE OF THE CONDITIONS THAT HARM A BRAND’S DEEPER ISSUES SUCH AS MANY PLATFORMS APPLY. FOR EXAMPLE, IMAGE. IN TODAY’S A PRODUCT PROBLEM - TODAY, BUT THIS THE COMPLAINANT TIMES BRANDS THAT THE BRAND IS MEDIA CHANNEL HAS MUST HAVE THE EXACT MUST REALISE THAT NOT ADDRESSING - A NETWORK - OR DETAILS WITH EVERYBODY IS A OR A CUSTOMER SPREAD - EFFECT supporting documents of the reporter! The digital space is a service issue. that has sort of replaced complaint and the veracity of platform where people can voice It could be that consum- traditional word of mouth com- the complaint must not be in their grievances. ers are merely trying to reach munication. question, neither should it be Earlier, brands could brush out to the brand. There are People use this platform to exaggerated. these grievances aside but not always two sides to a medium voice angst against a brand This being the case, the anymore. Brands mustn’t forget and the digital medium tends and, unfortunately, people like complaint will be noticed - that the customer is the king and to act like a pressure group. to spread bad news faster than and even supported - by a the king has the right to voice his Most brands are reactive good news on this platform. It larger set of complainants. opinion. Sure, it is a bit inconven- when it comes to the social is impossible for a brand to sat- Otherwise, I have seen that if ient for large corporates to have media space. They need to be isfy everyone at the same time the complaint is a one-off or these grievances aired publicly, proactive. at every touch point, 24X7. Any an exaggerated version, users but they need to wake up to this Brands are beginning to media can harm a brand – but debate it amongst themselves reality. Saying social media is understand that there are social media is a platform that and the overall negative effect harming the brand’s image is like multiple dimensions to how reaches thousands at the same is neutralised. an ostrich hiding its face in the social media can impact the time amplifying the effect The brand team ends up sand in the middle of a storm. company’s operations. How Today, customers are very damaging its reputation when In fact, it could be a good PR users and stakeholders of conscious of their rights and it doesn’t take a complaint opportunity for brands. The dam- the brand and consume this youngsters judge a brand based seriously or becomes arrogant age that social media can do is digital medium differs from on its service. Thus, service about its increasing consumer nothing compared to the goodwill person to person. Brands marketing and service recovery base. By reacting swiftly to it can generate. Brands must try need to understand this con- from a perceived failure becomes a complaint, it can turn a to convert grievances into oppor- sumption pattern and move important for any brand. The big- negative instance into positive tunities and turn these bloggers towards a more methodical gest transition is that consumers action and make a good exam- and tweeters into brand ambas- and scientific approach to have become the media channel ple of itself. sadors. handling social media activity. on the digital space.

28 afaqs! Reporter, July 1-15, 2011

ADVERTISING CLUTTER-BREAKERS Creative ad professionals remember their creations for various reasons. We asked eight creative top shots - presented alphabetically here - about their favourites when it came to clutter-breaking ads that they had created. Each of them were asked to pick three that they are proud of. By Anushree Bhattacharyya and Biprorshee Das

GULLU SEN Advertising Professional

Maruti (Year: 2001; Agency: Rediffusion- Y&R ) aruti was gearing up to face competition from Mforeign brands. So the idea was to talk about a unique proposition - the company’s service network. In order to turn it into an interesting proposition, JOSY PAUL I thought of a story where we showed two guys lost in Ladakh. The friends who are looking for food and Chairman and NCD, BBDO India boarding come across a young Ladakhi lad (Kancha) whom they ask about a place to stay. He says no to food and lodging but when they ask about a service SUSHIL KUMAR station he points the way to the nearest Maruti service station. This ad really It is important to note that these campaigns were done with friends and colleagues. changed the perception regarding Maruti. Clutter-breaking factor: The service station beats basic necessities. Gillette WALS (Year: 2009; Agency: BBDO India) he campaign got over $2.5 million worth of free media HDFC Standard Life Insurance (Year 2005; Tconversation, and a place in the Guinness Book of Agency: Dentsu Communications) Records and quite a few awards. t came to me from a personal experience when Nielsen research indicated that 77 per cent women II once extended my hand to help my father but prefer clean-shaven men. So (we thought) why not make he refused it, saying, "I might be old, but I am not women the crusaders for shaving? This led to a women’s crippled." I realised that financial independence is lobby group called WALS - Women Against Lazy Stubble. about self-respect and has nothing to do with good The Facebook page was inundated with messages of living. support and we realised that we’d struck a nerve. There was energy in the idea. This I conceptualised the TVC wherein a man goes to get his parents from the led to all partners - digital, PR, activation - growing and expanding the idea to create railway station. While getting off the train, the father refuses to accept his son’s a movement that generated much engagement and buzz. offer to help him out, as does his wife. At the platform, the old man’s grandson Clutter-breaking factor: Women becoming crusaders of shaving. trip and falls. However, the son stops his father from going to the rescue of the child. Sar uthake jiyo brings out the essence of a self-respecting family. Quaker (Year: 2009-10; Agency: BBDO India) Clutter-breaking factor: Money is about self-respect, not lifestyle. e chanced upon a news report from WHO that said W‘60 per cent of the world’s heart patients will be Toyota Innova (Year:ar: 2005; AAgency:gency: DentsuDentsu)) from India’. This was the trigger. India needed Quaker he main thought wass to show the versatilitversatilityy ooff Oats, which reduces cholesterol. What if we created a Tthe car. We used charactersharacters frfromom ppopularopular digital platform that provides a useful service? What if Aamir Khan movies (startingarting with LagaanLagaan)) to we let Indians to take a free online heart health test? demonstrate the fact. LLater,ater, we lalaunchedunched What if we engage people and provide information and another campaign that said: "How manmanyy roles advice from experts to help them manage and control their cholesterol levels.? Thus are youu plaplayingying todatoday?"y?" was born Quaker Mission to Make India Heart Healthy in collaboration with Apollo featuringng Aamir KhanKhan,, once Hospitals and The Times Of India. again. Clutter-breaking factor: Going into the heart of a country. Clutter-breaking-breaking factor: VersatilityVersatility Alpenliebe Lollipop (Year: 2005-06; Agency: rmg David) throughh the t started as a series of films that created a huge buzz. The phrase, Lagey Raho, roles off anan Isoon became part of popular culture. A few months after the campaign, we were actor. thrilled to see Raju Hirani release the movie, Lagey Raho Munnabhai. There is another ad ththatat Alpenliebe Lollipop had an advantage over other lollipops. It lasts longer. This I would like to mention.. gave rise to the clever catch phrase Lagey Raho. The first It is not a TVC but the film was an entertaining story of a mother who solves Airtel signature tune her son’s thumb-sucking problem by using the product. I created with A.R. It was the client’s (Mr Ashok Dhingra) idea to turn the Rahman and the first phrase into a cult statement by creating many short films. TVC I shot with him. Alpenliebe became the No. 1 lollipop brand beating the The tune became leader within a year of launch. the brand’s mascot. Clutter-breaking factor: Longevity with desi catchphrase. SUSHIL KUMAR

32 afaqs! Reporter, July 11-15,-15,155,5, 20220110 111 1    

KV SRIDHAR NCD, Leo Burnett

I will talk about three films made in three different eras. that nobody takes glass seriously. Another part to the story is that I felt bad that almost 660-700-70 peperr Taj Mahal (Year: 1987; Agency: cent of the client’s budget was being misused and also he wawass JWT) being over-charged. Therefore, I took it up as a challenge uuponpon At a time where most brands were trying me to create something interesting - we shot the film for justust the western route by going for a more Rs 8 lakh. westernised appeal, Taj Mahal decided to The idea was to break the perception of Saint Gobain break away and adopt a desi feel. It was being a brand from Ludhiana. The task here was to show in 1987 that for the first time a campaign a foreign brand as a foreign brand - Saint Gobain was a featuring tabla maestro Zakir Hussain was French company. At that time, most of the Indian brands launched with the famous punchline – Wah Taj. tried to look foreign. The TVC became a hit and was an At the research stage for the campaign, we found that a small packet aired in 10-12 other countries too. of tea (then available for 10 paise) lasts you for a whole day and people Clutter-breaking factor: Glass as the cornerstone. - especially daily labourers - took pride in having it. Therefore, we decided to give the brand a more Indianised look. It was a tough call Thums Up (Year: 2006; and a very courageous decision for a premium brand like Taj to latch on Agency: Leo Burnett) to something Indian. It went on to become very popular and is still used This was made at a time today - only now, the campaign features other key personalities. when the soft drink industry For this campaign I worked with my partner K S Chakravarthy at was under attack after there JWT and Dharen Chadha, the then marketing consultant. were reports about soft Clutter-breaking factor: Indianising a premium brand. drinks containing pesticide. So we used a 60-year-old Saint Gobain (Year 2001; Agency: man holding a bottle of Thums Up explaining why he has Lowe Lintas) been drinking it regularly over the last 30 years despite We created a TVC that showed two men people asking him to reduce the intake. He admits that eating in a restaurant. Suddenly, one of though he cannot claim to live longer (drinking Thums them looks worried as he spots a black Up) but those who are happy will live longer. Next, he is woman poised to throw a bucket of water shown bungee jumping. at them. The woman walks up and throws In a way, the TVC put an end to all sorts of controversies.es. the water. As both of them try to get out of It was a breakthrough for the rest of the soft drinks brandss the way frantically they realise that there is a glass in between and the too. This one campaign is very dear to me. woman was only trying to clean it. The idea was based on the thought Clutter-breaking factor: Clear, direct message. FOTOCORP

PIYUSHPIYUSH PANPANDEYD ExecutiveExecutive chairpersochairpersonn and creative director, Ogilvy South Asia

TheThe threethree bestbest ads in public opinion should be the Cadbury’s Numbers - that least interested me - were being discussed DairyDairy MMilk,ilk, FeFevivi Kwik and Asian Paints. and I was busy taking notes. That is when I hit upon the fishing idea. Taking a break, I took Ranjan Kapur aside and OnOn CadburyCadbury ((Year 1994; Agency: Ogilvy) shared the idea with him asking him what he thought of it. rememberremember tthoseh were the days The film showed a suave looking man being disturbed by a I wwhenhen the ideideaa of adults eating loud South Indian while fishing. The latter, nonchalantly, puts cchocolateshocolates was being pushed. On three drops of Fevi Kwik on a piece of wood that he dips in a visit to DisneDisneylandy and seeing the water and, much to the amazement of the tired-looking two 80-year ololdsd there reminded fisherman, pulls out four fish stuck to the wood. The ad put me ooff how the cchild within you forward the Chutki Mein Chipkaye proposition of the brand. always comes bback. And it stuck in minds. in this TVCTVC,, a batsman hits a Clutter-breaking factor: New meaning to the word Catch bballall iinn tthehe aair.ir. AAs the spectators, including his beloved (with a DaDairyiry MMilkilk iinn heher hand), worry that the ball will be caught by Asian Paints (Year: 2002; Agency: Ogilvy) the ffielder,ielder, itit sails over the boundary. The excited girlfriend his ad was written at a time when we just moved in to catccatcheshes eeveryonev by surprise as she runs into the Tour new apartment. My wife ggroundround breaking into an impromptu jig. designed the interior and the I wrote this ad on my way back in the flight thought used in the ad was on the oon my boarding pass. back of my mind all the time. Every Clutter-breaking factor: Age is no bar for house owner is always very proud chocolate. of it. It is very personal. This film featured a mosaic Fevi Kwik of shots of a home where lives a (Year: 1998; loving family. A voiceover said how every home speaks a lot Agency:Ag Ogilvy) about who stays within introducing the Har Ghar Kuch Kehta waswas in a regional board Hai proposition of the brand. I meetingmeet in Bangkok. Clutter-breaking factor: The personal touch of a house-owner.

SUSHIL KUMAR afaqs! Reporter, July 1-15, 2011 33    

PRASOON JOSHI Executive chairperson, McCann Worldgroup India

Chlormint (Year: 2005; Agency: McCann Erickson) e created a landmark series of films such Was the paanwalla TVC - where a young man comes to buy paan and also gets a Chlormint as the paanwalla does not have change. He asks the paanwalla, ‘‘Why do we eat Chlormint?’’ To which, PRITI NAIR the suddenly-angered paanwalla holds the man’s Founder and director, head and dunks it in a bucket of water thrice, saying, Curry Nation Dobara mat poochna (Don’t ever ask again). The challenge was to mask the main idea which is about ‘bad breath’ - the reason why Chlormint is eaten. We suspended the logic and turned it into a fun brand by saying that we don’t need a bad reason to have Chlormint. We created FOTOCORP a bizzare concept and language since the question is as absurd as the answer. The idea became so popular that, during the Football World Cup, virals were made based on Zidane’s famous head-butt. Clutter-breaking factor: Masking the ‘bad breath’ proposition cleverly.

Saffola (Year: 2006; Agency: McCann Erickson) These ads were made by a collection of enormously talented, enormously mad efore it came to McCann, Saffola was a brand based on the notion of fear. people who were completely committed to doing something meaningful. BWe changed this notion by asking people to use Saffola out of love, not fear. Consume it for the Balbir Pasha (Year: 2003-04; Agency: Lowe Lintas) health of your family. t was a pitch on HIV–AIDS awareness. We had no The campaign showed a thief running after Iidea where to begin. How do we do something that snatching a woman’s purse. Her husband chases will really make a difference? Our intention was not after him but fails to match the pace and falls merely to win the pitch - we wanted to get something behind. But he does not accept this and thinks up there that would work for the people at risk. an excuse. This is where we say that it is time to It all happened one day when we got back after change. The campaign had many more legs to it and interviewing the TG. It opened our eyes to see how I am proud to say that we were able to create a sound communication strategy. impossible it was for them to believe that they could Clutter-breaking factor: Converting fear into love. get infected. We did a 360-degree campaign that was thought through entirely. We even shot scratch films for the presentation and got the business. And for Media Brands - NDTV (2003)(2003) andand RadioRadio the first time, at least in my career, the client stood by us, backed us fully and Mirchi (2005), McMcCannCann Erickson ran the campaign that was presented in the pitch. here are two otherther campaignscampaigns close to me Here, for the first time, was an HIV/AIDS communication that didn’t preach Tas I have been involvedinvolved inin bothboth brandsbrands and tell people to stop what they are doing. Instead, it acknowledged what they since their inception.on. TThehhe firstfiirstt iiss NDNDTVTV - were doing and told them how dangerous it was. This woke up the whole target which started off asas a separate channel afterafter we spoke to and even others. Balbir Pasha soon became a bad word in Hindi. Prannoy Roy brokee with Star. I met Roy and Clutter-breaking factor: An HIV-AIDS communication that did not preach. conceptualised thee entireentire campaign,campaign, KhabarKhabar Wohi Jo Sach Dikhayehayee (platform of truth).truth). Surf Excel (Year: 2005; Agency: Lowe Lintas) While creating the campacampaign,ign, tthehe cchallengehallenge t was the launch of the ‘Dirt is Good’ campaign in was to use existingg footage,footage, as the company IIndia. Typically, you launch a global idea with a did not have a lavishsh budget fforor the launch. Then large-scale kind of ‘ra ra’. But we decided to go tell a we launched the nextext campacampaignign Shuruaat to charming story that would touch the heart. karo, badlega Indiaa whichwhich llaterater wwentent The fact that the mother accepts the idea of to become a programmeamme fforor the Daag acche hain had to be done in a manner where channel.channel. she sees the good that the child does. No washing,

TThehe ootherther SUSHIL KUMAR no mother being upset about stains. It was just a media lovely endearing story. Again, a detergent commercial that didn’t show what you brandbrand ththatat always see. I workedworked This changed how people looked at detergent advertising. We had creative since itsits people wanting to work on the category and directors wanting to direct films for launch this brand, which is a big achievement. isis RRadioadio Clutter-breaking factor: Making dirt look clean. Mirchi.Mirchi. Launched Greenply (Year: 2005; Agency: Lowe Lintas) inin varvariousious non-involvement category, we needed something that brought the brand to partsparts A high saliency. Funnily enough, this was a shelved script that we resurrected. ofof the I played a true creative director role on this. For the first time, you saw country,country, a Sardar speaking Tamil. And, all the way, the story hinged on the product we created the brand’sand’s proposition. It is one of the most remembered commercials image as a happy oonene in this category. It boosted the saliency of the ply brand and and hence I wrote the line boosted sales. Even today, it brings about the same emotion Radio Mirchi sunnewalleewalle from people as it did then. always kush’. Clutter-breaking factor: A Sikh speaking Tamil while story Clutter-breaking factor:actor: hinged on the product proposition. New-launch excitement.ment.

34 afaqs! Reporter, July 1-15,

   

SATBIR SINGH Managing partner and chief creative officer, Euro RSCG India

Red FM ((Year:Year: 2005; AAgency:gency: Euro RSRSCG)CG) ccreatedreateed a didistinctstinct uupmarket position ’m’m quite happy withwith my workwork forfor RedRed FM.FM. A foforr ouourr cocountry.untry. It tturned India into a Ifew years ago,ago, the FM spspaceace cocomprisedmprised paparityrity dedestinationstinnation foforr yoyouru mind, body and offerings.offerings. What’s prprobablyobably wworseorse wwasas tthehe facfactt ththataat sosoul.ul. even iinn iimagemage teterms,rms, ttherehere wwasn’tasn’t ananyy WhWhathat I ffindind fufunnynn is the number of ddifferentiation.ifferentiation. pepeopleoplee wwhoho cclaimlaim tto have created it! ThThat’sat’s wwherehere BaBajaatejaate RaRahoho brokebrokke BuButt if yyouou ppickick up AAmitabh Kant’s acclaimed book Branding India, you can see most throughthrough the clutterclutter like a hothot chain-chainn- of mmyy workwork tthere!here! saw throughthrough a tonnetonne of butter.butter. Clutter-breakingClutter-breaking fafactor: Rediscovering India. FunnilyFunnily enough,enough, a fewfew toptop actorsactoors includingincluding JuniorJunior B refusedrefused toto endorseenddorse it iinn sosoundbytesundbytes ssayingaying HarvestHarvest Gold (Y(Year: 1997-98 Agency: Equus Red Cell) BajaateBajaate RaRahoho wwasas a ttadad rrisqué!isqué! LLookook at wwherehere iit’st’s gogonenee ttoday.oday. ReRedd f you’reyou’re fromfrom DelhiDe you would have seen the Harvest Gold campaign, probably is thethe onlyonly aggressivelyaggressively differentdifferent stationstation therethere is. Ithethe longest-runninglongest-runn newspaper campaign in this country. Harvest Gold was a Clutter-breakingClutter-breaking factor: TaTakingking a cchancehance wiwithth rrisqué.isqué. newcomernewcoomer iinn ththee wworld of breads. I started the limerick campaign which turned the breadbread intointo a householdhouse name within weeks. IncredibleIncredible India ((Year:Year: 2003-04; AAgency:gency: OOgilvy)gilvy) SwapanSwwapan SethSeth hasha been relentlessly churning out delicious stuff for the last ’m vveryery proudproud of thethhe IIncrediblencredible !n!ndiadia woworkrrk tthathat I 12-1312-13 years.years. TheThe campaignca caught Delhi’s fancy Icreatedcreated withwith V Sunil.Sunnil. MoMostst ooff it hhasn’tasn’t bebeeneen sseeneen in so muchmuch ththatat sschoolkidschoo started maintaining IIndiandia as tthehe TTAA is tthehee ttravellingravelling guardbooksguardbooks fromfrom newspapern cuttings of the weekly fforeigner.oreigner. IItt wawass mmamassivelyssively ad.ad. HundredsHuundreds ofof pepeople would write their own susuccessfulcceessful aandnd LimericksLimeriicks aandnd mmailail them to us or the client. TheThe bestbest thingthing wasw I put my own mugshot in tththee firstfirst one.one. Then my art partner Mrinal cribbed and we put his photo in ttoo.oo. WWhathat scared us was that the client might get upset so we put her heheadshotadshot in as well and released the first ad! Clutter-breakingClutte factor: Limerick with a local flavour.

SUSHIL KUMAR SONAL DABRAL Creative head (Asia) and chairman, Bates 141 India

Virgin Mobile (Year: 2010; Agency: Bates 141) with obvious sarcasm "Let me be nice to you," before The first piece of work that comes to my mind is also the most recent of the three lowering the windows. Here, I was polluting his car and, (thank God for that). It’s the Indian Panga League campaign for Virgin Mobile. there, he was, being nice to me. My mind got into top The challenge was two-fold. How do you participate in the IPL with a budget that gear and I kept wondering why, if I’m polluting his car, is is minuscule compared to the biggies? Second, how do you talk about the low inter- he being nice to me. There was conflict and drama in the state tariff in an engaging Virgin Mobile way? It was interesting line. By the time we reached the meeting I’d got the film. and daunting. Thankfully, sometimes you don’t need cash in your An old man gives up his seat for a young guy who has pocket, just ideas in your head.ead. just lit a cigarette in a crowdecrowded bus. Voice Over kicks in and says, "A person loses I remember we were relaxinglaxing outside one ooff the seven minutes ooff his lilifefe eevery time he lights a cigarette. Be nice to smokers studios at Film City when Mrr PrasaPrasadd NarasNarasimhan,imhan, because thetheyy don’t hahavev much time left." My dear friend Prasoon Pandey then chief marketing officer at Virgin, and our didirectedrected tthehe commercommercial.c It was an instant newsmaker the moment it started very daring client posed thee proproblemblem to me. As iitsts run on TV. It aalsolso got me a Grand Prix at the Media Awards ‘Spikes’. soon as Prasad had finishedd talking I looked aatt Clutter-breakingClutter-breaking facfactor:t Slow build-up to a hard-hitting closing line. him for a brief moment and rattled ooffff the idea of friends who are loyal to different teams callingg each other to take FHMFHM ((Year:Year: 2002007;7 Agency: Ogilvy, Singapore ) pangas. Like all big ideas it felt simple, fresh andd clever. This idea took birth wwhen I was the executive creative director at Ogilvy Once the big idea was cracked we generated close to 300 scripts Singapore.Singapore. It was a printp and poster campaign that we created for FHM. and ruthlessly cut them down to half and finally sshothot over a hundred. TheThe insight was a universal one. FHM is full The campaign was released only on the web and became an instant ofof great centrespreadscentrespre and photo features on hit. It not only won the hearts and minds of millionsons of suchsuch greatgre looking models that no cricket fans and our target audience, but also wonon us a oonene should bother reading the slew of awards. That included an Abby Gold and tthehe magazine.m All we did was to Yahoo Big Idea Chair. writew ads using visuals. The Clutter-breaking factor: Using ordinary people andnd hheadline, body copy and cricket teams, not cricketers. charts were made up of tiny pin-up girls in stages Social Awareness - Anti Smoking (Year: of undress. It was a 2000; Agency: Ogilvy, Malaysia) clever, cheeky and sexy I conceived this (The Journey) in Ogilvy solution. Malaysia where I was the creative head at It became talked- the time. I was on my way, with a senior about and got us tons colleague, for a rather difficult meeting. It of awards at major shows and with 2 Golds, helped was a hot day and the AC in his car was on me lead Ogilvy Singapore to the second runner up full blast. I was a chain smoker and asked him position for Agency of the Year at Cannes in 2008. if I could smoke. He looked at me and replied Clutter-breaking factor: Visuals as words.

36 afaqs! Reporter, July 1-15, 2011

     

New campaigns across television, print, out-of-home and digital media. TELEVISION

ZEE MARUTI SX4 KELLOGG’S The film supporting Zee’s rebranding campaign is centred The new Maruti SX4 TVC brings to life how societal norms, The film featuring actor Tisca Chopra is for Kellogg’s All around a new slogan - Umeed Se Saje Zindagi. The film is expectations restrict a man from being his uninhibited Bran, a 100 per cent whole wheat ready-to-eat cereal that about a girl child and her desire to succeed that serves as a masculine self and how the car brings out the man in him is high in fibre. The TVC reaches out to women whose metaphor for the woman, echoing merging paradigms, fresh as he forgets what is expected of him and enjoys the drive. health takes a backseat given their multiple roles and beliefs and a zest for life. responsibilities are prone to digestive irregularities. Creative Agency: Lowe Lintas Creative Agency: Draftfcb Ulka Creative Agency: JWT India Creative Team: Amer Jaleel, Deepesh Jha, Akashneel Creative Team: KS Chakravarthy, Bhushan Pandit and Creative Team: Nandita Chalam, Monika Dhoke and Dasgupta, Mohit Arora, Ajoy Krishna, Manzoor Alam, Syed Husain Karan Shrikent Soumyarka Gupta and Anshul Nagpal Film Director: Ram Madhvani Film Director: Ruchi Narain Film Director: Roman Valent PRINT

FORTIS HOSPITALS The ad for Fortis Hospitals is for its Emergency Care service. The copy details and creates awareness how the life of a road accident victim could be saved THE TIMES OF INDIA by proper care and Voicing disapproval against the recent government diktat prompt attention. TOYOTA of raising the drinking age limit to 25 in Maharashtra is The Times of India’s ‘It’s My Life’ initiative. The creative with a ‘Genius and Gorgeous’ - through this line, the ad details Creative tinge of sarcasm presents the youth’s perspective on what is how the Toyota Altis Diesel’s engine provides the best Agency: Azure being seen as an irrational decree. performance and how the genius within with the sleek look Communications, of the car, its luxurious interior add to the gorgeous outside. Creative Agency: TapRoot India Kolkata Creative Directors: Agnello Dias and Santosh Padhi Creative Team: Team Azure Creative Agency: Dentsu Communications (India) Copywriter: Nivedita Aghasi Exposure: Regional dailies Creative Team: DCPL Creative Team Art: Ashish Kalpund OOH DIGITAL

TATA PHOTON STAR’S NEW SHOW JUST DANCE SHUFFLR To break through clutter, a large signage of the Tata Bollywood star Hritik Roshan was appearing for the first A social media mobile application which discovers videos Photon logo, with the tagline ‘Get Speed, Get Time’ and time on small screen. Thus motion-packed pictures of the (from various video platforms like YouTube), based on the plug-in device, has been erected at Mahim Causeway ace dancer-actor were captured as creatives. Illuminated the interest specified by the user and recommends it. in Mumbai. The site also has a small garden, with water large-size cut-outs of the star and also optical illusion The application is available on Apple iTunes and Android fountains and LED lights ensuring visibility even at night. were used. Market app stores. OOH Agency: Milestone Brandcom OOH Agency: Bates 141 Exposure: Mumbai Exposure: Maharashtra and Uttar Pradesh Exposure: http://bit.ly/videodiscover

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38 afaqs! Reporter, July 1-15, 2011

 OGILVY INDIA Remembering David The outdoor campaign in Mumbai celebrates 100 years of David Ogilvy. The idea is also to play around with creativity, and Ogilvy’s favourite colour red. By Nandana Das

n a bid to celebrate the birth centenary of David Ogilvy, hailed as the father of advertis- Iing, in June, Ogilvy India has rolled out an out-of-home (OOH) campaign, in various parts of Mumbai. The agency has dotted Mumbai’s streets with bright red hoardings, featuring famous quotes of David Ogilvy, which are relevant even today and act as a source of inspiration for the industry peo- ple. Some of the quotes inscribed on the hoardings are ‘Big ideas are usually simple ideas’, ‘People don’t watch television in order to see your com- mercial’, ‘If it doesn’t sell it isn’t creative’, ‘The consumer isn’t a moron, she is your wife’, ‘When you advertise fire extinguishers, open with fire’, The agency has dotted a treasure hunt that will keep everyone on their and ‘Unless your advertising is built on a big idea, toes. We will also have an exclusive corner of it will pass like a ship in the night’, to mention a Mumbai’s streets with inspiration dedicated to him, which will showcase few. his path-breaking work and present some glimpses In addition to celebrating 100 years, the idea bright red hoardings, of his life.” is also to play around with creativity and Ogilvy’s featuring famous quotes of Madhukar Sabnavis, country head, discovery favourite colour, red. and planning, Ogilvy India, says “David Ogilvy’s The activity, which started in June last week, David Ogilvy. birth centenary is being celebrated simultaneously is being carried out in various areas in Mumbai, across offices worldwide, and we in India are doing including Goregaon, Milan Subway, Bandra and make June 23 a ‘Red Letter Day’ in Ogilvy’s the same. Each office is doing its own set of activi- areas near Oberoi Mall. Mumbai office. She says, “Right from the décor ties to celebrate and remember both the spirit and Talking about David Ogilvy, Hephzibah and costumes, to the refreshments and cake, it’s principles of our founder.” Pathak, president, Ogilvy Mumbai, says, “His red all the way. Since Ogilvy believes in creativity He adds that the Delhi office, among a host of advertising principles and business acumen have as the basis of any big idea, we have infused every activities such as Pictionary and a quiz, will also inspired us all. So it’s right to pay him a fitting activity that is taking place at our Mumbai office get into the spirit of the day by maintaining a dress tribute on the centennial of his birth. His rich and with it. code that is closest to DO (David Ogilvy). “The lasting legacy inspires us to be better every day and “There will be a brain-teasing quiz based on essence of the day is to remember our founder and defines who we are.” timeless quotes of David Ogilvy, a contest where celebrate all he stood for,” concludes Sabnavis. The agency is leaving no stone unturned to everyone displays their wealth of imagination and [email protected]

AVIVA LIFE INSURANCE 2010, along with Hindustan Times, questions and write a slogan. the contest was held only in Delhi. To participate online, children Now in its third year, the contest need to log on to www.pogo.tv or Exchange Programme has gone national with a bang. The www.avivaindia.com. Additionally, contest is essentially based on an students from approximately 120 experiment conducted by Prateek schools in Delhi, Bengaluru and As part of the ‘Aviva Young Scholar Hunt’, five Sethi, who hosts the popular show Mumbai will get an opportunity to winners will be flown to the UK to visit Oxford ‘F.A.Q’ on Pogo. Children can either participate through an activation pro- University. By Surina Sayal view this experiment online, or on- gramme. The contest is open for ground, and answer some simple children in the age-group of 8 to 14 years. nsurance provider Aviva Life The campaign, which has just Insurance has launched a nation- started will go on for eight weeks Iwide contest titled ‘Aviva Young before the winners are announced. Scholar Hunt’, in association with The final winners will be selected the kid’s channel Pogo. This year, by an eminent jury from the field of the nationwide initiative will give media and advertising. five winners an opportunity to There are also different levels of meet Sachin Tendulkar in the UK, gratification to this contest, where and visit the prestigious Oxford in addition to the grand prize of University with their parents. the UK trip, 20 children will also Incidentally, the ‘Aviva Young receive scholarships of `25,000 each, Scholar Hunt’ is in its third year. and another 4,000 will get Sachin It was launched in 2009, and was a Tendulkar-branded merchandise. nationwide hunt, in association with NatGeo, while in its second year in  -!>>

40 afaqs! Reporter, July 1-15, 2011

 CADBURY OREO A Mouth-Watering Proposition After the first burst the next leg of Oreo’s campaign has introduced the concept of ‘Togetherness time’ in India. By Surina Sayal

ith the launch of Cadbury Oreo biscuits ‘Togetherness Survey’. from the Kraft Foods Group, India, the Conducted by AC Wcompany has also launched its global Nielsen, across six cities ‘Twist, Lick, Dunk’ communication, across media, (Mumbai, New Delhi, including television, print, outdoor, radio, below- Bengaluru,Chennai, the-line (BTL), and digital. Hyderabad and Kolkata), The ritual referred to, is about twisting an Oreo the survey highlights how biscuit open, licking the vanilla cream, then dunk- parents today, with their ing the biscuit in a glass of milk, before relishing it. hectic work schedules, are The TVC depicting a playful prank between craving for more time to a father and his son, centred upon the biscuit’s spend extra hours with ‘twist-lick-dunk’ ritual, was taken forward in some their children. hard-to-miss outdoors like the Oreo biscuit pack- Soon after this sur- ets mounted on bus shelters. A mobile van also vey, Oreo announced a carried the ‘twist, lick, dunk’ communication, with series of initiatives to help a large fabricated glass of milk on the van where the biscuit can be seen moving up and down, mak- - providing a platform for parents and children to ing it seem as though it’s being dunked into the catch fun family moments. Stationed at entertain- glass. The outdoors have been handled entirely by ment hubs of the city, the bus is loaded with fun agency Bates 141. games, photo opportunities, a cookie corner, and Discussing the creative idea and the TVC, more. Anyone can hop into the bus with their kids Joe Thaliath, chief operating officer of Interface to have fun, and try their hand at games. Radio, Communications, (the agency behind the cam- digital media and outdoor also continue to cre- paign) says, “Research done by us pointed towards ate awareness about the bus, giving to consumers the insight that Indian mothers love to see their regular updates on togetherness activities. children bond with their fathers. It was also equal- Chandramouli Venkatesan, director - snacking ly critical to establish the twist-lick-dunk ritual and strategy, Cadbury India, says, “This ‘Oreo- which the brand has owned for over 100 years, and time’ on the bus, will engage parents and children uses across the globe consistently. That’s where boost parent-child bonding in India, the ‘Oreo across the country and provide them with unique the current TVC came from.” Togetherness Bus’ being the most visible of them. opportunities to create memorable moments of The second leg of this campaign introduced The bus is currently running across nine cities togetherness. We aim to take this Oreo-time to the concept of ‘Togetherness time’ in India. The - New Delhi, Mumbai, Bengaluru, Ahmedabad, millions across India.” concept was first introduced with India’s first Pune, Lucknow, Hyderabad, Kolkata and Mysore [email protected]

out of the bottle! interinteractsa with the pack. And, KISSAN SQUEEZO The display uunitnit has the iidea to place it every- been conceptualisedualised whewherer was to demonstrate by the brand’s creative the cconvenienceo and ease of The Creative Side agency Lowe. usinusingg Squeezo. Arun Iyer, national TTherefore,h tent cards and A display unit created for the Squeezo brand of creative director,r, LowLowee SSqueezoquee bottles have been India, says, “Accordingording to pplacedlaced on all tables within the ketchup from Kissan, has grabbed the attention the tie-up, the Squeezo outletsoutlets, and two display units, of café goers. By Surina Sayal bottle had to be pplacedlaced on one wiwitht a ketchup bottle ooz- every table of CCCD.CD. We iningg ketketchupc over a burger, and integrated the Squeezo another over a sandwich - have othing works up the appe- About 210 CCD outlets, across bottle with thehe foofoodd been plplaceda at the cross-over tite more than the aroma five metros, will sport the snaz- that it is consumedmed withwith.. table. Nof food or its tempt- zy-looking Squeezo-Burger and The innovation is an inverteinvertedd The fairfairlyl new Squeezo brand ing images. Visualise lip-smacking Squeezo-Sandwich display units pack, the way it iiss to be used -- from KissanKissan,, launched last year, tar- ketchup oozing out of a bottle and that look like an inverted bottle squeezed and invertednverted on gets wowomenm and mothers with dripping over a scrumptious-look- squeezing out ketchup over a burger top of a burger.” kkidsi between ages 4-14. ing burger. Well, you don’t need or a sandwich. Iyer adds thatat WWith such unconven- to imagine it anymore. Hindustan The display unit has a wood- Squeezo is aann ttional communication, Unilever’s (HUL) ketchup brand en base with hand-painted innovative packck the brand aims at cap- Kissan Squeezo, in a unique tie-up fibre-moulded body, and an MS design and thee turing a larger share with the coffee chain Cafe Coffee stand (type of steel) in bright red, true benefit is of the ketchup market, Day (CCD), has actually rolled out which holds the Squeezo bottle demonstrated currently estimated at such a creative display stand at the upright and at the same time, gives only when `560 crore. CCD outlets. the effect of ketchup being squeezed the consumer [email protected]

42 afaqs! Reporter, July 1-15, 2011

 

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

here were no big inter-agency movements more revenue for the agency. n the broad- Tthis fortnight in the advertising fraternity. Among the media planning and buying agen- Icast media, Ajay Restructuring, on the other hand, seemed to be the cies, Starcom MediaVest Group (SMG) India Bhalwankar returned order of the day in some agencies. has appointed Raghav to Zee TV as head Mumbai-based creative agency Black Swan Life Subramanian as national - programming, has expanded its creative function. The agency director, insights and after an eight- has brought on board Rozanne Singh as director research. Subramanian month stint with and creative partner. Singh will report to Sukumar joins the SMG Group Sony Entertainment Menon, founder, Black Swan Life. However, it from ZenithOptimedia, Television. may be noted that the reporting structure at the where he was chief strat- Bhalwankar quit agency is not a very stringent one. egy officer. Zee TV in October AJAY BHALWANKAR In her previous assignment, a few years back, Taking charge from 2009, after a decade- Singh served as creative head of Publicis India’s this month, he will be long stint with the (now Capital) Mumbai branch. In the interim based in New Delhi organisation. He period, Singh has been working as a consultant and will report to C R joined Sony around RAGHAV SUBRAMANIUM to several creative agencies. Amongst her other Mallikarjunadas, chief mid-November last responsibilities at Black Swan Life, Singh’s prime executive officer, SMG year. Interestingly, mandate includes handling the newly acquired India. Bhalwankar joins Zee accounts of Domino’s Pizza, Sri Lanka and the In addition to this, the agency has also pro- at a time when the leading menswear brand Derby Clothing, Chennai. moted three general managers (GM) to the post of network is changing Sunanda Chadha vice-president. Dinesh both in terms of cor- has joined Publicis Rathore, the GM of porate identity and Ambience, Mumbai, as the Mumbai branch, story-telling struc- ANIL DHUPAR vice-president, servicing Narendra Alambara, in ture. on the Citibank account. charge of the Chennai In print, Anil In her last assignment, branch and Sriram Dhupar, president, marketing, Nai Dunia, she was working with Sharma, head of the the Madhya Pradesh-based Hindi daily has Percept/H as vice- Bengaluru office will called it quits after spending 21 years in the president, servicing have news roles as industry. As of now, Dhupar has decided to several of the agency’s vice presidents. Part retire, but plans on offering his consultancy flagship accounts such of the national leader- services as and when as Force India Formula ship team, the trio will the need arises, to SUNANDA CHADHA SAMIR KHANNA One Team, the Sahara continue reporting to various players in the Group, Edelweiss, DLF Mallikarjunadas. print media space. and Hero Honda, amongst others. In a bid to add value to its media offering in Amar Ujala has Contract Advertising has roped in Somnath the west, Mudra Max has integrated all the mass promoted Sunil Chakraborty and Azazul Haque as associ- media teams into a single unit - Mudra Max Media Mutreja to the post ate vice presidents and senior creative directors. - and announced the elevation of Samir Khanna of executive direc- Earlier, Chakraborty was senior creative director, as media head, west. Prior to this, Khanna was in tor. Prior to this, Rediffusion-Y&R. Haque, on the other hand, charge of all Mumbai clients for Mudra India. Mutreja was presi- came in from McCann Erickson, where he was Based in Mumbai, Khanna will be servicing dent - marketing. As creative director. clients in the city and Ahmedabad. He will report SUNIL MUTREJA executive director, directly to Pratap Bose, chief executive officer, Mutreja will con- Mudra Max, and will also work closely with the tinue to handle his other unit heads at Mudra Max. earlier portfolio, as well.

MARKETING OOH ony Ericsson has egis Media has Sappointed P Balaji announced the as managing director. A induction of Haresh Earlier Balaji was the Nayak, managing SOMNATH CHAKRABORTY AZAZUL HAQUE vice-president, busi- ness development, director, Posterscope corporate affairs and India, onto the Based in Delhi, both Chakraborty and Haque communications at Posterscope India will report to Nima Namchu, executive crea- Ericsson India. Board. tive director. They step into the shoes of Aneesh As the managing He has been elevat- Jaisinghani and Sambit Mishra, who quit the director of the com- ed, keeping in mind agency two months ago. They will work together pany’s operations in P BALAJI HARESH NAYAK the important and the and head a team of about 15 people. Collectively, India, Balaji will be leading role Nayak they will work to maintain the creative qualities of instrumental in establishing Sony Ericsson’s played in the launch of the group’s second out- brands such as Domino’s India, Jaypee Group and leadership position in the Android market. He of-home agency, Brandscope in India, as well some part of the Whirlpool and NIIT business. will work closely with operators and distribu- as the retail agency, Hyperspace from the same Both of them will also work towards generating tors in the country. group.

44 afaqs! Reporter, July 1-15, 2011

 IRS 2011 Q1 Report Card A compilation of how readership of various publications across the country fared, as per the latest quarter of IRS, Q1 2011. By Sumantha Rathore Top 10 Publications

n the latest quarter of IRS (IRS 2011 Q1), all less than the No.3     Dainik Jagran the top 10 publications retained their positions daily. The daily added a Iwith respect to total readership (TR). While marginal readership of 60000 Hindustan the top publications, Dainik Jagran and Hindustan 29,000 in this quarter. Dainik Bhaskar (which acquired the No. 2 slot in the last quarter), At No.5 position 50000 maintained their growth sprees, Dainik Bhaskar is the Marathi daily Amar Ujala 40000 (the No. 3) lost total readership. Lokmat, with a TR of Lokmat Dainik Jagran, the No.1 daily of the country 2.38 crore, registering a 30000 Daily Thanthi with a TR of 5.47 crore, added 1.78 lakh readers in marginal gain of 53,000 the latest quarter of IRS. The daily has added 4.40 readers. The newspaper 20000 Dinakaran lakh readers since IRS 2010 Q1. had gained the No. 5   .Q%%%0 Eenadu The No.2 daily, Hindustan, which has position in R1 2009 10000 been the biggest gainer, added 72 lakh in total from Daily Thanthi. Rajasthan Patrika 0 readership since Q1 2010. It added 14.19 lakh At No.6 is the 2010 Q1 2010 Q2 2010 Q3 2010 Q4 2011 Q1 Ananda Bazar Patrika readers in the latest quarter of IRS. In fact, the country’s largest Tamil daily added more than a crore readers in the past daily, Daily Thanthi, three years. with total readership of 1.98 crore. The daily lost moved up by one position for the same rank in Q3 The No.3 publication of the country, Dainik 3.5 lakh readers this time, as well. In fact, the Tamil 2010. It registered a marginal loss of 40,000 readers. Bhaskar, which slipped one step in the last quarter, publication had lost around 3.5 lakh readers in Q4 Rajasthan Patrika, which had lost about 93,000 retained the No. 3 position this time, though 2010. Since Q1 2010, the daily has lost 5.16 lakh readers in Q4 2010, again lost 1.21 lakh readers in it lost readership. The Hindi daily with a total readers. this quarter. The No.9 ranked daily, added 3.14 readership of 3.34 crore registered a loss of 5.53 The No.7 position is taken up by Dinakaran, lakh readers in the last one year (since Q1, 2010). lakh readers in this quarter. In the previous quarter Daily Thanthi’s arch rival, with a total readership of At No.10 position is Anandabazar Patrika, the (Q4 2010),while the newspaper had slipped one 1.62 crore. The daily also lost 3.91 lakh readers this biggest loser among the top 10 publications. The step, it had added 1.81 lakh readers. time. In the last one year, it lost 5.86 lakh readers, a daily lost 9.14 lakh readers since Q1 2010. The Sitting at the No.4 spot is Amar Ujala with little more than Daily Thanthi. daily has a TR of 1.44 crore, a decline of 93,000 a total readership of 2.96 crore - 38 lakh readers The No.8 publication is Eenadu, which had from the last quarter. Rajasthan Makes More Room for English Dailies he latest quarter of IRS has        2010), followed by Deccan Herald, been a mixed bag for English with a TR of 8.52 lakh (a gain of dailies across the country. 53,000 readers) and The Hindu with T 2500 While the English language dailies 2009 R1 a TR of 3.04 lakh (a loss of 52,000 registered a marginal decline of 1.15 2010 Q4 readers). lakh readers in the last two years, it 2000 Gujarat is the third biggest gainer is slowly strengthening its grip in the 2011 Q1 for the English language press, where GROWTH hindi speaking markets though, the 1500 the dailies have a TR of 5.80 lakh numbers remain small. - a gain of 1.26 lakh in the last The English language dailies 1000 two years. The English press in the registered growth across most of state, has grown at the rate of 28   .Q%%%0 the Hindi-speaking belt (Rajasthan, 500 per cent. The TOI takes the lion’s Jharkhand, Haryana, Mumbai, share here as well, with a TR of 4.77 Chandigarh, Bihar, Uttaranchal, 0 lakh, followed by The Indian Express Himachal Pradesh, Jammu & Rajasthan Karnataka Gujarat Jharkhand Haryana (34,000 readership) and DNA (33,000 Kashmir, Uttar Pradesh and readership). Chhattisgarh), and Karnataka and Jharkhand, which has added close Gujarat. since R1 2009- the maximum for of 20.62 lakh, emerged as the second to a lakh readers since R1, 2009, is Rajasthan continued to register any state. The Times of India (TOI) biggest gainer for the English next in line. But, the state lost about the highest growth rate of English is the No.1 daily of the state, with a language press. 30,000 readers this time, and has a dailies across states. Though the total readership (TR) of 4.42 lakh, The South-Indian state added 1.26 total readership of 4.74 lakh. present readership of English dailies followed by Hindustan Times (TR lakh readers since R1 2009, a growth Here the top two dailies - The in this Hindi-speaking state is of 1.69 lakh) and DNA (TR of 1.09 of 7 per cent. The TOI has the Telegraph and the TOI - both very small at 6.34 lakh, Rajasthan lakh). maximum readership of 9.59 lakh registered a growth of 43 per cent Karnataka, with a total readership (a gain of 40,000 readers from Q4   &>>

46 afaqs! Reporter, July 1-15, 2011  Hindi Rules in UP and Jharkhand

he three states - Uttar         added 1.15 lakh readers in this Pradesh, Bihar and Jharkhand quarter in Bihar. - where existing, as well as T 45000 2009 R1 new entrants are busy charting out OTHER GROWING MARKETS 40000 their business strategies, seem to 2011 Q1 Hindi dailies in Himachal 35000 be working in favour of the Hindi GROWTH Pradesh, Haryana, Jammu & press. In the three states, the total 30000 Kashmir, and Delhi & Urban readership of Hindi dailies recorded 25000 Environs have grown marginally the maximum growth in this quarter 20000 - with an increase of 46,000, - a collective gain of 7.86 lakh readers 4,000, 2,000 and 1,000 readers, 15000 in IRS 2011 Q1.   .Q%%%0 respectively. Hindi dailies in 10000 Delhi & Urban Environs lost UTTAR PRADESH 5000 the maximum readership since Uttar Pradesh (UP), where the 0 R1, 2009, registering a loss of 5 readership of Hindi dailies is the Bihar MP Jharkhand UP Rajasthan Chhattisgarh lakh readers - a de-growth of 6 highest (at 4.24 crore readers) is per cent. the biggest gainer in this quarter. Except for Navbharat Times Though the state registered a growth        (the No. 1 Hindi daily of Delhi), rate of only 3 per cent, it added a Naidunia, Rashtriya Sahara and total readership (TR) of 3.87 lakh 10000 2009 R1 Punjab Kesari, which registered in this quarter - the highest for any 2011 Q1 marginal growth, all the other Hindi speaking state. 8000 Hindi dailies in Delhi, including DECLINE Hindustan, which launched its 6000 Amar Ujala, Haribhoomi, Gorakhpur edition in December, Dainik Jagran, Dainik Bhaskar, now has eight printing centres in 4000 Hindustan, Rajasthan Patrika, UP. The Hindi daily is the third Business Standard (Hindi), DLA, 2000

largest, with a TR of 1.37 crore in   .Q%%%0 Aaj Samaj and Dainik Tribune, UP; it added 9.06 lakh readers in this lost readership this time. quarter, making it the biggest gainer 0 of the state. Chandigarh Himachal Pradesh Delhi & Urban Environs THE DECLINING MARKETS -2000 The last four years have seen a Hindi dailies in Rajasthan recorded series of launches for Hindustan, a loss in totalotal beginning with Meerut in February readership 2006, Agra in July, and Kanpur in this quarter (IRS 2011 Q1). since R1 2009. of 3.12 in August of the same year. The Additionally, Amar Ujala launched Hindustan is the No.1 daily in lakh in Dehradun edition was launched in an edition from Noida in February; Jharkhand, and the biggest gainer Q1 2011.1. May 2008, the Allahabad edition the edition caters to the cities of since R1 2009. The daily, with a total However, sinceince in January and the Bareilly edition Haryana that fall under the National readership of 53.94 lakh, has grown R1, 2009, the in October 2009. In fact, the daily Capital Region (NCR), including at the rate of 38 per cent since R1 Hindi presss addedadded added 62.46 lakh readers in the state Faridabad, Gurgaon, Mewal and 2009 - a gain of 16.30 lakh readers. 4.18 lakh readersreaders in since R1 2009, the biggest gain by Palwal. The No.2 and No.3 dailies of the the state, thusus tatakingking tthehe any Hindi publication in UP during state - Prabhat Khabar and Dainik growth rate of the Hindi the period. JHARKHAND Jagran - registered a growth rate of 27 press in Rajasthan to 2 per cent. All The No.1 daily of UP, as well Jharkhand, which has the highest per cent and 17 per cent respectively, the dailies in the state, including as the country, Dainik Jagran, lost growth rate of Hindi dailies (22 per since R1 2009. However, in this Rajasthan Patrika, Dainik Bhaskar marginally since R1 2009 - a loss cent), is the second biggest gainer quarter, while Prabhat Khabar added and others recorded declines in of 28,000 readers. However, the this time. With Hindi penetration at 1.02 lakh readers in the state, Dainik readership in this quarter. daily registered an increase in total 32.23 per cent, the state has seen a lot Jagran lost close to a lakh readers. However, since R1 2009, readership of 2.72 lakh this quarter. of action, lately. Right from Dainik Rajasthan Patrika, Dainik Bhaskar The No.2 daily of the state, Amar Bhaskar’s entry to the existing dailies BIHAR and Punjab Kesari has added TR Ujala, with a total readership of strengthening their presence, these In Bihar, the total readership of of 5.46 lakh, 4.25 lakh and 61,000, 2.46 crore, added 15.38 lakh readers activities led to a growth rate of 18 Hindi dailies increased from 1.58 respectively. since R1 2009 and 2.27 lakh readers per cent and a gain of 13 lakh readers crore to 1.72 crore since R1 2009 Hindi dailies in Punjab lost about - the maximum gain in readership one lakh in total readership in this of the Hindi press (a gain of 14.72 quarter. Like Rajasthan, all the lakh readers) during the period. In Hindi dailies in Punjab, including Rajasthan, Punjab this quarter, the Hindi press in the Punjab Kesari, Dainik Jagran, state has added a total readership of Dainik Bhaskar, Amar Ujala and and Chhattisgarh 1.75 lakh. Dainik Tribune, recorded a decline The No. 1 Hindi daily of the state, in readership this time. Despite recorded Hindustan, is the second biggest that, Punjab Kesari and Dainik gainer - registering an increase of Tribune registered growths since maximum losses 2.61 lakh readers in this quarter and R1, 2009 (1 lakh and 28,000 readers, in the TR of 14.73 lakh since R1 2009. Dainik respectively). Jagran is the bigger gainer, recording Chandigarh, Uttaranchal and Hindi dailies in a gain of 3.49 lakh readers in this Chhattisgarh also registered a quarter. Prabhat Khabar, which marginal decline of 12,000, 18,000 this quarter. launched two editions from the and 67,000, readers, respectively this state (Muzzafarpur and Bhagalpur), time.

afaqs! Reporter, July 1-15, 2011 47  Telugu, Kannada and Malayalam Dailies Register Growth

hile the latest quarter of IRS, Q1 IRS marginally in Trivandrum (a decline of 14,000 stands at 2.34 crore as per the latest quarter. 2011, spelt good news for Telugu, readers). While Eenadu, the No.1 daily of the state, with WKannada and Malayalam dailies down While Malayala Manorama, the No.1 daily of a TR of 1.45 crore, recorded a marginal decline South, the quarter has not been very good for the Kerala, with a TR of 1.25 crore, added 54,000 of 28,000 readers in the current quarter, the No.2 Tamil language dailies. readers in the latest quarter, the No.2 daily of daily of the state Sakshi, emerged the biggest Kannada dailies have been the biggest gainers the state Mathrubhumi (88.77 lakh TR) emerged gainer and the only daily to register growth in the this time, with a total readership (TR) of 2.34 the biggest gainer, registering a gain of 1.27 present quarter. crore, registering a gain of 1.23 lakh readers in Q1 lakh this time. The other two top dailies of the Sakshi has a TR of 1.38 crore, and added 8.22 2011. Among the Kannada dailies, the No.2 daily state, Deshabhimani (TR of 28.90 lakh) and lakh readers since Q1 2010 and 3.32 lakh readers of the state Prajavani, emerged the biggest gainer, Madhyamam (TR of 12.10 lakh), have both in this quarter. registering an increase of 4.68 lakh readers this lost readership - 1.77 lakh and 55,000 readers, But in the state capital, Sakshi, like the other quarter. In fact, the daily added a total readership respectively. Deshabhimani has been the biggest top five dailies of Hyderabad, recorded a loss of of 18.72 lakh since Q1 2010. loser since Q1 2010 - a loss of 4.16 lakh readers. 58,000 readers. Sakshi has a TR of 7.51 lakh in The No.1 daily of the state, Vijay Karnataka, In Trivandrum, all the top five Malayalam Hyderabad, and is the No.2 daily there. Eenadu, with a TR of 76.88 lakh, added 41,000 readers this dailies have registered a decline in total readership. the No.1 daily of the state capital, with a TR of quarter, but lost total readership of 2.06 lakh since While Malayala Manorama lost 19,000 readers in 8.25 lakh, lost 43,000 readers. Q1 2010. The daily lost marginal readership in Q1 2011, Mathrubhumi, Kerala Kaumudi, Kerala Andhra Jyothi, Vartha and Andhra Bhoomi lost Bengaluru - a loss of 12,000 readers this quarter. Kaumudi Flash and Deshabhimani lost 6,000, 23,000, 37,000, and 14,000 readers in this quarter. Samyukta Karnataka, is the No.3 daily of the 13,000, 3,000 and 11,000 readers, respectively, in Tamil, the only language to have recorded a state and registered a gain of 2.26 lakh since Q1 this quarter. decline in South India, with a TR of 2.90 crore, 2010 and 1.66 lakh this quarter. Telugu dailies are the third biggest gainer lost marginal readership of 53,000 in the current The growth of Kannada dailies is followed among the four South Indian states, but quarter. by MalayalamMalayalam dailies, with a TR of 2.28 crore. rrecordedecorded a marginal increase of The No.1 daily of the state, Daily Thanthi, Interestingly, while any Malayalam daily added 23,000 readers this quarter. The which has a TR of 1.94 crore, lost 5.50 lakh readers aboutabout a lakh reareadersders in the state ttotalotal rreadershipe of Telugu dailies in the last one year and 3.30 lakh this quarter. this quarter, ththee Dinakaran, the No.2 of the state, is the biggest languagelanguage lost loser, having registered a loss of 3.62 lakh this quarter. The No.3 daily Dinamalar, with a TR of The latest 83.70 lakh, lost 3.45 lakh readers. Interestingly, Tamil dailies gained readership quarter of IRS in the state capital, though marginally. Any Tamil daily in Chennai recorded a growth of 31,000 has not been readers this quarter. But, among the top five dailies very good for of Tamil Nadu’s capital, except for Dinakaran, which has a TR of 10.06 lakh and added marginal Tamil language readership of 8,000 readers in the current quarter, all the others - Daily Thanthi, Dinamalar, Malai dailies. Malar and Dinamani - lost readership.

<< "#  ! newspapers in the state recorded a continued to grow, though marginally dailies in the state). marginal decline of 50,000 readers in the last two years. As per Q1 IRS Mumbai, having added 19,000 this Rajasthan is... since R1 2009. Interestingly, the 2011, the other cities of Maharashtra time and 61,000 readers, since R1 capital of the state Mumbai, which (excluding Mumbai) contribute only 2009, stands at a total readership of lost readership marginally this contributes the maximum chunk 14 lakh readership of the 57.55 lakh 43.54 lakh. It is the third biggest time around (9,000 and 11,000, of English dailies readership, still (the total readership of the English market for the English dailies. respectively). Delhi, the second biggest market Haryana is the fifth biggest gainer for the English language newspaper, for the English dailies since R1         lost maximum readership (English 2009. The state, like Jharkhand, lost language). Delhi had a total readership readership this time (45,000 readers), 15000 2009 R1 of 52.02 lakh this time -a de-growth but it added 73,000 readers in the 2010 Q4 of 50 per cent in the last two years, rounds before that. 10000 since R1 2009. The top three English language 2011 Q1 Tamil Nadu is the fifth biggest DECLINE newspapers of Haryana are Hindustan 5000 market for English dailies, with a Times (4.30 lakh), The Times of total readership of 34.89 lakh in the India (TR of 3.78 lakh) and The 0 present quarter. Tamil Nadu, too, Maharashtra Assam West Bengal Tamil Nadu Delhi Tribune (TR of 2.33 lakh), in that lost readership since R1 2009 - a -5000 order. The TOI lost marginally in   .Q%%%0 marginal loss of 1.62 lakh readers in the last two years here (a loss of 9,000 the last two years. In this quarter, the readers), while the other two have -10000 South Indian state lost around 70,000 gained readership. readers. In the last two years, since R1 -15000 The English language newspapers 2009, Maharashtra has emerged as have also recorded a decline in the the No.1 state, as far as the English regional markets of Andhra Pradesh, language dailies are concerned. The English dailies have registered growth Orissa, West Bengal, and Assam, apart total readership of English language across most of the Hindi-speaking belt. from Madhya Pradesh and Punjab.

48 afaqs! Reporter, July 1-15, 2011  English Magazines: Mixed Bag mong the six metros (Delhi,      The Week and India Today are the Mumbai, Kolkata, Chennai, top two weeklies of Bengaluru and Bengaluru and Ahmedabad), both lost marginally this quarter. A 1200 2009 R1 Delhi prefers to read fortnightly and monthly titles. The latter is the more 2010 Q4 KOLKATA 1000 popular of the two. Since R1 IRS 2011 Q1 Kolkata maintained a steady, but 2009, English monthly titles recorded 800 small, growth in the readership a growth of 25 per cent by adding across English weeklies, fortnightly 1.55 lakh readers this quarter. This 600 and monthlies in the last two years. was the maximum among the six Weeklies are the first choice for metros. 400 Kolkatans, as far as English periodicals are concerned. English weeklies in   .Q%%%0 DELHI 200 the city grew 15.5 per cent since R1 The total readership of monthly 2009 and added 53,000 readers since titles in Delhi stands at 13.03 lakh as 0 then. But the present readership of opposed to R1 2009’s 10.39 lakh. Delhi & Ahmedabad Bangalore Chennai Kolkata Greater English weeklies in Kolkata stands Urban Envr. Mumbai Any English fortnightly in Delhi grew at 3.95 lakh registering a decline of slowly (up just 3.2 per cent) since R1 20,000 since Q4 2010. The Telegraph 2009 and registered a TR of 7.41         In Schools is the No.1 weekly there lakh - an increase 51,000 readers in 800 and has a TR of 1.02 lakh readers. the current quarter. In the fortnightly 2009 R1 English fortnightlies in Kolkata, space, Business Today, with a TR of 700 2010 Q4 with a TR of 3.25 lakh, added 1.37 lakh, features in the top three 18,000 readers in the last two years 600 2011 Q1 and registered a marginal growth of - a marginal growth of 6 per cent. 6,000 readers in the latest quarter. 500 Similarly, English monthly magazines The No.1 fortnightly of Delhi, in the city registered an increase of 400 Femina (TR of 2.33 lakh) added about 12,000 readers since R1 2009. They 10,000 readers this time. The No. 3 300 have a TR of 6 lakh in this quarter.

English fortnightly, Filmfare, which   .Q%%%0 has a TR of 1.21 lakh gained 8,000 200 AHMEDABAD readers in Q1 2011. Interestingly, 100 In Ahmedabad, only monthly Filmfare is the No.1 fortnightly magazines recorded growth, and that 0 magazine in all the six metros except Delhi & Ahmedabad Bangalore Chennai Kolkata Greater too marginally. Monthly titles in the Delhi, where it is No 3. Urban Envr. Mumbai city, with a TR of 88,000, registered Reader’s Digest, with a TR of a gain of 30,000 readers since R1 3.78 lakh is the most read English      2009. In the weekly and fortnightly monthly in the capital. It is followed category, English publications faced by Competition Success Review (TR 1400 2009 R1 similar losses - down 10,000 readers of 2.01 lakh) and Stardust (TR of in the last two years. 2010 Q4 1.92 lakh). Reader’s Digest is also 1200 the No.1 monthly magazine across 2011 Q1 CHENNAI 1000 the six metros. Competition Success As far as Chennai is concerned, Review is No. 2 in Delhi, Kolkata and 800 English weeklies, fortnightlies and Chennai. monthlies, all lost readership. While Weekly magazines in the capital 600 the weeklies and fortnightlies lost seem to have taken a beating in the 90,000 readers in the last two years, last two years - falling 14 per cent.   .Q%%%0 400 it was the monthlies that faced brunt The TR of English weeklies in Delhi of rejection. English monthlies in registered a decline of 1.40 lakh 200 Chennai recorded a loss of 1.11 lakh readers since R1 2009. 0 during the period and their present The fate of any English weekly Delhi & Ahmedabad Bangalore Chennai Kolkata Greater readership stands at 2.31 lakh. across the country showed no signs of Urban Envr. Mumbai Interestingly, Chennai is the only recovering after R1 2009. Its TR this city among the six metros where quarter is 71.17 lakh - 12.77 lakh less than in R1 in the city is 4.51 lakh readers this quarter, a gain of a sports magazine features in the top three list. 2009. Like English weeklies, English fortnightlies 81,000 readers. The monthly titles in the city grew Sportstar is the No. 2 weekly publication in the also registered a de-growth in the last two years at 21 per cent since R1 2009. But fortnightlies fell city, though it has a very small TR of 19,000 readers losing 5.41 lakh readers across the country and a by the same margin - losing 67,000 readers during as per Q1 2011. Mumbai is the only metro where decline of 8.62 per cent during the period. the period. In the present quarter, however, the city a weekly business magazine (Business World) Weekly publications in Delhi gained readership registered a marginal increase of 7,000 readers. In features in the top three list. of 40,000 this quarter. While the No.1 English the fortnightly space, Bengaluru prefers business weekly - India Today with total readership of 6.69 publications. The top two fortnightly publications MUMBAI lakh - added 16,000 readers this quarter, the No. 2 in the city are Business Today and Business and Mumbai seems to be losing its preference for - Outlook, with a TR of 2.01 lakh - added 12,000 Economy, though both have lost readership - 4,000 English monthlies, which fell by 41 per cent in the readers. The Week recorded an increase of 9,000 and 7,000 readers, respectively. last two years. Any English monthly lost 4.24 lakh readers in the latest quarter. The English weekly space emerged as the readership since R1 2009. Reader’s Digest is the weakest, having registered a de-growth of 29 per No. 1 monthly in Mumbai, followed by Stardust BENGALURU cent and 1.16 lakh readers since R1 2009. Total and Auto Car. Just over 1.6 lakh readers abandoned Bengaluru, like Delhi, shows an affinity for readership of English weeklies in Bengaluru slid fortnightlies during the period while 1.08 lakh monthlies. The TR of English monthly magazines from 4.05 lakh in R1 2009 to 2.89 lakh this quarter. readers turned their backs on weekly magazines.

afaqs! Reporter, July 1-15, 2011 49 EVENT

Mahesh Narayanan presenting the keynote address afaqs! Events organised Mobile Conversations, a one-day conference on mobile marketing on June 24, 2011 at The Lalit, New Delhi. The conference was supported by Navteq Media Solutions, One97 Communications and Jivox India as associate sponsors, Valuefirst as the mobility partner, TNS Global as the knowledge partner and Businesswire India as the official news distribution partner. Telecom portal of afaqs!, the Mobile Indian was the online media partner for the conference. The event had three panel discussions, which dealt with topics like marketers evolving and leveraging the new mobile ecosystem, the 3G effect and the importance of differentiation in mobile and online advertising. A case study on location- based advertising and a research paper on integration of (L-R) Shubho Sengupta, Delynn Ho, Vinod Thadani, Shubhodip Pal and Mohit Gupta mobile applications into a digital strategy was also presented during the seminar. The keynote address on Mobile 2.0: Defining the new mobile ecosystem was delivered by Mahesh Narayanan, country manager, business development (mobile), Google India. The panellists of the day included Mohit Gupta, chief marketing officer, makemytrip.com; Shubhodip Pal, country manager – India, Blyk; Vinod Thadani, regional mobile director - India and South Asia, GroupM; Amitesh Rao, director – brands and media, MTS India; Subhomoy Sengupta, digital consultant; Alok Kejriwal, founder and chief executive officer, Games2win; Shailesh Vickram Singh, director, Seedfund; Arshit Pathak, managing director, Kingtech Electronics (G’Five mobiles); Sameer Pitalwalla, senior vice president, UTV Interactive; Delynn Ho, vice president- sales, BuzzCity; Sankalp Mehrotra, regional director (South Asia), Registration was a brisk affair business development, Affle; Srinivas Mothey, associate vice president - sales, One97 Communications; Dinker Charak, vice president, partnerships and operations, Jivox India; Sandeep Amar, head - marketing, audience and sales strategy, Times Internet Limited; P R Satheesh, president, TELiBrahma. Saurabh Singh, head, advertising sales India, Navteq Media Solutions presented a case study on location based advertising using mobile devices, while a research paper on integration of mobile application into a digital strategy was by Parijat Chakraborty, senior vice president, technology and B2B, TNS Global.

They were all ears

50 afaqs! Reporter, July 1-15, 2011    

(L-R) Shailesh Vickram Singh, Srini Mothey, Sameer Pitalwalla, Amitesh Rao and Arshit Pathak Saurabh Singh of Navteq

Delynn Ho of BuzzCity Raising a point

Parijat Chakraborty of TNS India (L to R) Alok Kejriwal, Sandeep Amar, P R Satheesh, Sankalp Mehrotra and Dinker Charak

afaqs! Reporter, July 1-15, 2011 51     THE SESSIONS SESSION 1 SESSION 2 SESSION 3 Will marketers evolve and leverage the new The 3G effect How important is it to differentiate mobile mobile ecosystem? advertising from online advertising? The session saw participation from handset makers, The last panel discussion of the day witnessed panellists In the mobile ecosystem, an application should be developed telecom operators, content creators and service providers passionately debating the importance of mobile marketing keeping both the urban and the rural population in mind. deliberating on how 3G technology can be harnessed better vis-a-vis online marketing. The speakers argued about Moreover, one should also stick to the point, the brand to give a richer experience to the consumer. The panel mobile as a device and its immense potential for marketing, is reaching out to its target audience, in order to get the discussed how India could learn from Japan in terms of they also enumerated various roadblocks for mobile maximum return on investment (RoI). using 3G technology to its utmost benefit. advertising to grow further in India. Highlighting various examples of popular mobile applications like Angry Birds and PANELLISTS PANELLISTS SRINIVAS MOTHEY, associate vice president - sales, Talking Tom, the panel of speakers mulled on the course DELYNN HO, vice-president – sales, BuzzCity mobile advertising was taking in the country. VINOD THADANI, regional mobile director - South One97 Communications ARSHIT PATHAK, managing director, Kingtech Electronics Asia, GroupM PANELLISTS SHUBHODIP PAL, country manager, Blyk India (G’Five Mobiles) SAMEER PITALWALLA, senior vice president, UTV SANDEEP AMAR, head - marketing, audience and MOHIT GUPTA, chief marketing officer, makemytrip sales strategy, Times Internet Limited Interactive and Business Head Video Products AMITESH RAO, director – brands and media, MTS India P R SATHEESH, president, TELiBrahma SESSION MODERATOR SANKALP MEHROTRA, regional director (South Asia), SUBHOMOY SENGUPTA, digital consultant SESSION MODERATOR business development, Affle SHAILESH VICKRAM SINGH, director, Seedfund DINKER CHARAK, vice president, partnerships and operations, Jivox India

SESSION MODERATOR ALOK KEJRIWAL, founder and CEO, Games2win

Mohit Gupta of Makemytrip.com There were enough questions to keep the panellists busy

(L to R) Kapil Ohri and Prasanna Singh of afaqs, Pal and Sengupta A prize-giving ceremony on the sidelines: a visitor gets the Nokia N8 Photos by Sushil Kumar

ASSOCIATE SPONSORS MOBILITY SOLUTION PARTNER

ONLINE MEDIA PARTNER OFFICIAL NEWS DISTRIBUTION PARTNER KNOWLEDGE PARTNER

52 afaqs! Reporter, July 1-15, 2011

 

MONTE CARLO Bringing Denim to Life Fashion brand Monte Carlo, has gone in for an innovative outdoor activity targeted at the youth to promote a newly-launched denim range. By Nandana Das

n a bid to launch its new denim Carlo store. The target audience of range ‘true blue’, Monte Carlo the activity is the youth segment Ihas rolled out an innovative of 18-25 years. And, since denim below-the-line (BTL) activity by cre- is a fabric with which the youth ating a 16-feet high replica of a pair relates, the idea was to create a king- of denim-clad legs. Aaren Initiative, sized denim model, in order to have the out-of-home (OOH) agen- direct contact with the youth. In fact, cy, has designed and executed this Monte Carlo’s summer collection outdoor activity. this year has been especially designed As part of the activity, a new age, for the youth. high density foam casing was used to Apart from the OOH activ- make the denim-clad legs, instead of ity, Monte Carlo is also promoting the standard pipe-mounted frames, its new denim collection through or die-cast fibre casings. Facebook, in order to get an instant Talking about the brief, Gaurav connect with its target audience. The Chibbara, Delhi head, Aaren Initiative users need to click pictures with says, “The brief was very simple. We the Monte Carlo king-sized denims were asked to create uproar around King-sized denim and post them on Monte Carlo’s the latest product offering from the Facebook page. brand. Monte Carlo was only known “Since Facebook is quite popular for its woolens, earlier. We had to amongst the youngsters, the concept differentiate the denim offering from of click-and-post one’s picture with Monte Carlo’s other offerings with the Monte Carlo king-sized denims larger-than-life brand imagery.” will create a viral effect in promot- Chibbara adds, “The execution ing Monte Carlo’s ‘true blue’ denim was no mean task. The overall pro- collection,” says Anoop Dass, brand cess, from planning and designing manager, Monte Carlo. to execution, had active involvement The activity has been executed in and planning. Bringing denim to life Shipra Mall, Ghaziabad. “The activ- was a difficult task. Creating engage- ity had the desired impact, in terms ment around it was a challenge too, of breaking the clutter and engaging but we had a client which was willing Mall visitors getting themselves clicked in its target audience. After the over- to take the risk and support us.” front of the 16 feet king-sized denims whelming success, we are planning The core objective of the outdoor to scale it up in different formats and activity was to generate maximum The objective of the outdoor activity at other visible touch points,” says buzz among the mall visitors, leading Chibbara. to increased footfalls in the Monte was to generate maximum buzz. [email protected]

54 afaqs! Reporter, July 1-15, 2011

  #

ROHINTON COMMISSARIAT Head, Marketing - India, Travelocity.com

t this age and stage in life, I look for Abooks which do not ‘tell’ but make me think. Just now I am finishing PB Vachha’s Famous Judges, Lawyers and Cases of Bombay, written in 1962 and re-released in 2011. Spanning 300 years, it’s a lively yet inspiring account of the erudition, morals as well as idiosyncrasies and peculiarities of society and their leaders. Simultaneously it paints a vivid picture of what issues exer- cised and agitated minds. At a time when it often appears that the judiciary is the final bulwark, it is great to get a fla- vour of legal history so close to home and understand what has moulded this extremely resilient bedrock of society. Next on my list are V.S. Ramachandran’s The Tell-Tale Brain and Chris McManus’s Right Hand, Left Hand. From the ‘dipping’ I have done so far, both are fascinating journeys into the inner recesses of the mind and tell what makes us tick. I commend the good folks at Strand who make available some gems at literally throw-away prices. I have been buying from them for 25 years. Perennial favourites in the business arena include Competing for the Future by Gary Hamel and CK Prahalad and Kenichi Ohmae’s Mind of the Strategist. And of course, three plus hours every week with The Economist, including their wonderful Books & Arts section. As told to Surina Sayal

<< "#  % children is a good education, and also to study abroad. Thus, Oxford University works as a motivation for Exchange... children. The contest is being promoted via Talking about the initiative, television - specifically through Pogo Gaurav Rajput, director, marketing, channel, online and below the line Aviva India, says, “We believe that (BTL) awareness. ‘Education is Insurance’, and have With a special focus on edu- been launching initia- cation, Aviva has in tives that are focused the past also execut- on helping children ed activations such realise their dreams, as the ‘Aviva Great whether through Wall of Education’, a insurance products, book donation drive Aviva Street to School for underprivileged initiative, or scholar- children on the ships for bright young In its third National Education minds.” day. As part of He adds that the year, the hunt Aviva’s Street to The Aviva Young has tied up School programme, Scholar Hunt is a step books from the wall in the same direc- with the kids were used to educate tion. Through this underprivileged chil- initiative, it aims to channel Pogo. dren, supported by not only provide kids Save the Children a platform to showcase their intel- India, an independent organisation ligence and creativity, but also wants working to ensure the rights of chil- them to aspire for a brighter future. dren in India. Aviva Life Insurance On why they chose to take chil- has also sponsored the Bookaroo dren to Oxford University, Rajput Children’s Literature Festival, and shares that an Aviva Young Scholar’s also organised a music workshop for Hunt Insight Study was conducted school students with the London amongst parents, where it emerged Philharmonic Orchestra. that what parents want most for their [email protected]

56 afaqs! Reporter, July 1-15, 2011

  JOBSWITCH Organization Name: Amar Ujala Email: medicincommunication@ company in the western region. 4 - Publication Private Limited gmail.com 5 years in Production / Operation is Position: Deputy Manager- Client ...... desired. Servicing Organization Name: Asian Email: [email protected] Location: Noida Business Exhibition and ...... Profile: The candidate will have Conferences Limited Organization Name: Xebec to generate business through new Position: Assistant Editor Communications Pvt. Ltd & Xebec account development and key Location: Mumbai e-Media Technologies. account management. 4-9 years of Profile: The candidate would be Position: Manager- Digital Brand experience is desired. required to source industry news, Solutions Email: [email protected]. establish & maintain contacts with Location: Mumbai, Delhi com key industry people to write & Profile: The candidate will ...... edit special features. 4-10 years of be responsible for business Organization Name: Shakti TV experience is desired. development for digital division and Position: Vice President- Sales Email: [email protected] ensure relationship management Location: Delhi NCR ...... with clients. She/He should have 3 Profile: We are looking for a Organization Name: Capgemini years of experience in online space candidate having at least 5 years in Position: Marketing Content in an agency. media. Writers Email: [email protected] Email: [email protected] Location: Kolkata ...... Profile: The position requires to Organization Name: Ocean Organization Name: Jump create external and client facing Media Private Limited Games Private Limited marketing content and collateral Position: Deputy Manager- Position: Manager - Business across Capgemini’s sectors. She/ Circulation Development He should be a Graduate in Mass Location: Delhi Location: Mumbai Communication with 7-9 years Profile: The candidate will Profile: The candidate should have creative writing/marketing writing be responsible for the overall strong sales and marketing skills & experience management of the circulation strong networking skills with at least Email: debodipta.siddhanta@ of magazine. At least 5 years of 5 years in corporate sales. capgemini.com experience is desired for this role. Email: [email protected] ...... Email: [email protected] ...... Organization Name: Thought ...... Organization Name: Craft World Bubbles Organization Name: Idealake Events Private Limited Position: Associate Creative Position: UI Developer Position: Assistant Manager - Director- Copy Location: Mumbai Business Development Location: Mumbai Profile: The candidate should Location: Delhi Profile: The candidate should be be well versed in HTML,CCS Profile: We are looking able to lead art and copy and oversee structuring, XHTML1.0,CSS 2.0 for a candidate with strong creatives of the agency. She/He with at least 2 years of experience. communication skills & selling should have 7-10 years of experience Email: [email protected] abilities. 3-8 years of experience is in handling a team of 5-6 people...... desired. Email: manoj.motiani@ Organization Name: MRM Email: [email protected] thoughtbubbles.in Worldwide ...... Position: Senior Software Engineer Organization Name: Smile Organization Name: Redigital Location: New Delhi Multimedia Private Limited Position: Account Director Profile: The applicant should be Position: Managing Director Location: Noida net developer having skill of CMS Location: Gurgaon Profile: The candidate will be in tools and social media integration. Profile: We are looking for a charge of high-value client projects She/ He should be a B.Tech/B.E, candidate with proven ability and will manage the Account M.tech, BCA/MCA, BSC(IT)/ to successfully manage a small/ Management team of the agency. MSC(IT) with at least 2 years of medium organization. 10-11 years of 3-5 years of experience in a senior experience. experience is desired. Account Management/Brand Email: [email protected] TO ADVERTISE, CONTACT: Email: [email protected] Management role is desired...... Email: [email protected] Organization Name: Indian Press Saurabh Sharma Organization Name: Medicin ...... Clearing Ph: 09868919608 Communications Organization Name: Vibgyor Position: Assistant Manager/ Email: [email protected], Position: Senior Brand Brand services Private Limited Research Associates [email protected] Copywriters Position: Senior Manager- Location: New Delhi/Mumbai Location: Mumbai Production Profile: The candidate must have To view other jobs in Marketing, Profile: We are looking for Location: Mumbai good communication skills with an Media and Advertising, log on to: a candidate to create clutter Profile: The position requires to attitude towards commitment of http://jobs.afaqs.com breaking creatives across media head the profit centre independently work and willingness to learn and Join us on : facebook.com/jobswitch platforms. She/ He should be from leading a team of about 5 people. grow. She/He should be a Graduate Mumbai with experience in brand She/He will ensure the execution with 0-3 years of experience. advertising. of all projects managed by the Email: apali@indianpressclearing.

58 afaqs! Reporter, July 1-15, 2011