March 16-31, 2012 Volume 3, Issue 6 `100 29 DEFINING MOMENTS Shripad Kulkarni Statistical highlights about Allied Media’s CEO. 34 GUJARAT Regional Touch Gujarat Tourism brands a train in Delhi. 37 26 TELEVISION PROFILE Soumitra Karnik The copywriter who fought JUGGLING his way into adland. AXIS BANK Partner in Progress 18 SCHEDULES MIRINDA A good scheduler has to be an even better juggler. A New Mob 20 Slotting the right programme at the right time could be the IRS Q4 2011 difference between success and obscurity. Report Card 30 SAHARA ONE Spot Selling 32 EDITORIAL This fortnight... Volume 3, Issue 6 EDITOR Sreekant Khandekar n the early days of Doordarshan, the television viewer would adjust his day’s plan in accordance PUBLISHER Iwith television programmes. So, an ideal family would wait to finish dinner post the Hindi news Prasanna Singh bulletin at 9 pm or take a tea-break during the interval of the Sunday evening movie. EXECUTIVE EDITOR Prajjal Saha However, today’s television viewers are an evolved species. Today, a channel has SENIOR LAYOUT ARTIST to plan the timing of its shows depending on – hopefully - when the viewer would Vinay Dominic March 16-31, 2012 Volume 3, Issue 6 100 like to watch it. Good content armed with equally aggressive marketing strategies LOGISTICS ` 29 could be a waste if it’s wrongly placed against a show or aired in a wrong time slot. Rajesh Kanwal ADVERTISING ENQUIRIES Channel executives today rack their brains for hours to decide whether to put a Neha Arora, (0120) 4077866, 4077837 DEFINING MOMENTS Shripad Kulkarni Statistical highlights about Noida Allied Media’s CEO. 34 reality show on weekends or weekdays. One of the key reasons why the fifth edition Khushboo Varadkar, (022) 40429702-5 of the popular game show Kaun Banega Crorepati was a mega hit was its timing. Mumbai In another instance, Sony just doubled its weekly GRPs by airing its crime thriller GUJARAT Regional Touch [email protected] Gujarat Tourism brands a train in Delhi. show, CID, for around 50 hours in a week. 37 Marketing Office 26 B-3, First Floor, Sector-4, Noida-201301. The team behind this planning – made up of experts called schedulers – use the Tel: (0120) 4077800. TELEVISION PROFILE Soumitra Karnik science of numbers in the right art form. The cluttered and fragmented environment, The copywriter who fought Mumbai JUGGLING his way into adland. AXIS BANK increased cost of production and lower profitability have changed the economies of 501-502, Makani Center, 5th Floor, Partner in Progress 18 SCHEDULES MIRINDA A good scheduler has to be an even better juggler. A New Mob 20 Off Linking Road, Bandra (W), Slotting the right programme at the right time could be the IRS Q4 2011 the game. As a result, the scheduler plays a very important role in this context. difference between success and obscurity. Report Card 30 Mumbai - 400050 SAHARA ONE Spot Selling 32 Tel: +91-22-40429 709 - 712 It takes a scheduler’s mind to decide the number of times the channel repeats Bengaluru Balika Vadhu in a day, and in which time slots. The scheduler finalises the S-1, New Bridge Corporate Centre, strategy that helps the channel save a few crores in a week with zero cost of production, and garner 777 D, 100 ft Road, Indira Nagar, cumulative weekly ratings at par with the original telecast. The non-prime time slot delivers only Bengaluru - 560038, India Subscription Enquiries a quarter of the prime time ad rates, which doesn’t make it economically viable for a channel to air Garima Agnihotri, (0120) 4077837 original programmes. [email protected] Printed, published, and owned by This issue delves into the aspects which make scheduling so important in the current environment. 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, Prajjal Saha Phase II, New Delhi – 110028. [email protected] Cover Illustration Tiffin Box CONTENTS 34 38 PLUS UNINOR REDIFFUSION Not Without a Fight 14 Rebuilding Gautam Talwar, SPRITE D Rajappa and Clearing the Way 16 N Padmakumar - the comeback story. LINKEDIN Waking Up 22 BAUSCH & LOMB 12 14 Picture Perfect HISTORY TV 18 A high-visibility OOH cam- All Inclusive 28 paign for the eyecare brand. INDUSIND BANK POV 35 Making a Splash 36 Endorsements AIRTEL MONEY PEPSI Are ads showcasing the Banking on the Phone Changing Sides FORD FIESTA endorser’s personal life more Money on call - the Airtel Is football the new love of the See for Yourself 36 impactful? way. cola brand? afaqs! Reporter, March 16-31, 2012 5 NOKIA 1(:6%8//(7,1 5LJKW7XQH Sponsored by ost musicians in India through its Nokia Music Theater especially from rural and in we are also in talks with tel- Mareas don’t make it to the ecos like Airtel, Vodafone and Idea big league for lack of a platform. to provide impetus to the movement Fabindia> The investment fund owned by Azim Premji, Nokia in association with Peninsula to bring forward budding music tal- chairman, Wipro has acquired a 7 per cent stake in Fabindia Studios and Universal Music has ent across India who otherwise fail to for Rs 100-125 crore, valuing the ethnic-wear company at created a platform for the artistes to make it to the big league.” over Rs 1,500 crore. Recently, L Capital, the private equity showcase their talent to the world. The 17 selected artistes repre- arm of the luxury conglomerate LVMH Group, also bought 8 Nokia Music Theatre is the name senting a diverse array of alternative per cent stake in Fabindia from Wolfensohn Capital Partners, of the project through which Nokia genres of music including folk, clas- for a similar amount. With the current round of funding, in association with its partners hand- sical, spiritual, tribal, sufi, thumri, Fabindia intends to expand its operations both in the domes- picked 17 talented musicians from khayal and instrumental, were men- tic and international markets. small towns and villages of Rajasthan tored by some of the heavyweights from more than 700 artistes who precipitat- The company Titan Eye+> The company operating the eye wear ed in the talent search claims to have range under the brand Titan Eye+ is looking at expand- project. witnessed a ing the number of outlets to 250 by September. In the first The project has phase, March-end, the brand will add 70- 75 stores and in culminated with the growth in volume the second phase, by September launch of the music by 12-14 per cent this year, it will add another 220 MARKETING album “Asha - discov- so far. stores. Further, the Tata Group ery of the Peninsula.” firm is eyeing revenues of Rs 120 crore in the current fiscal. Nokia users can down- load this album from Nokia Music store. Promart Retail>The retail brand plans to open 100 “The problem with Nokia handpicked in the music indus- stores across India in the next 12 months. As part of the budding musicians in 17 musical talents try including Shuzaat expansion plans, the company recently launched its first India is that they don’t from small towns Khan, Zeb and Haniya shop-in-shop store at Magnet Mall in Mumbai with plans to get a platform and we among others. establish its footprint in Bharuch, Bhavnagar, Jamnagar, have addressed that and villages of The Peninsula Surat, Vapi, Valsad, Nagpur, Aurangabad, Pune, Indore, issue through mobile Rajasthan from Studios will curate Jaipur , Udaipur, Delhi and NCR in the coming months. The platform - Nokia music, facilitate con- company has already invested Rs 100 crore as part of its Music store,” told about 700 artists tent creation and overall expansion strategy in the current financial year. Viral Oza, market- who participated mentor talent to pre- ing director of Nokia in the talent hunt sent the Nokia Music India, to The Mobile Theatre. Also, provid- SsangYong Motor Company> Mahindra & Mahindra- Indian. project. ing opportunities for owned SsangYong Motor Company will launch four new SUVs He added, “Our the artists to interact for various global markets by 2015. The Korean arm of the next halt to identify budding musi- with other artistes and the unique Indian firm will also introduce a compact SUV in India in the cians will be Uttar Pradesh and we experience of recording in a studio sub 4 meter range. It unveiled a concept SUV - XIV 2 at the may even host concerts for the short- in front of a live audience. ongoing Geneva Auto Show and will launch this model in next listed musical talent from Rajasthan.” Sita Raina, chief operating officer, four years. The new concept XIV 2, will be launched in 25-40 Devraj Sanyal, managing director, Peninsula Studios, said, “Nurturing different regions across the globe. In India, the company will Universal Music India and SAARC diversity in music and reviving forms launch this concept in a modified version. said, “In today’s scenario the best of music on the brink of extinction is medium to reach out to music lovers our vision. Nokia is an ideal partner and showcase fresh and untapped in realising this vision because of its Interestingly, the Patanjali> Yoga guru Ramdev, is all set to enter the the music talent is the mobile device.” own formidable musical legacy and products will be fast moving consumer goods and herbal retail markets with He added, “Nokia is already tak- a strong commitment to connecting his ‘swadeshi’ line of products.