JUGGLING His Way Into Adland

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. The yoga guru plans to sell his ing the initiative forward people to their passions.” cheaper by 30 brand Patanjali’s products in the open market from over one per cent than the lakh ‘swadeshi kendras’ which he intends to set up across the products being country by April this year. Interestingly, the products would be QUOTE OF THE FORTNIGHT sold by MNCs. cheaper by 30 per cent compared to products being sold ‘‘As India is a youth- by MNCs like Hindustan Lever dominated country, we felt and Proctor&Gamble (P&G). it was important to invest in this segment. The carat (or Samsonite> The luggage maker, had for long focused weight), colour and cut of on offering sophisticated solutions to its consumers at Rs 10,000-plus. With brand American Tourister, it addressed the diamonds is lower but its the Rs 5,000-plus price segment. Last year, it made a cool look and feel or jewellery departure from its premium-focused strategy by playing design plays a bigger role.’’ in the Rs 2, 000-5,000 price segment. The luggage maker now plans to widen its horizon in India by introducing SANDEEP KULHALLI, VICE-PRESIDENT (RETAIL AND MARKETING), TANISHQ ON LAUNCHING A LOW-COST DIAMOND RANGE TO TARGET THE YOUTH, IN THE ECONOMIC TIMES. products for tier-III and tier-IV markets. Its luggage was designed to accommodate Indians’ need to over-pack.

6 afaqs! Reporter, March 16-31, 2012

ZEE NEW MEDIA 1(:6%8//(7,1 $1HZ'LPHQVLRQ Sponsored by ee New Media, the digital When quizzed on why Zee decid- arm of Zee Entertainment ed to launch Ditto TV, Goenka ZEnterprises Limited (ZEEL), explains, “We have been systemically has launched India’s first and only investing in our digital outreach and OTT (over-the-top) TV distribution the OTT category presents a pow- Sab TV> After a gap of 10 years, Multi Screen Media has platform. erhouse of potential and adds a new decided to bring back its star anchor Shekhar Suman and a Called Ditto TV, the platform dimension to Zee’s business model.” second season of the popular celebrity chat show, Movers aims to offer TV channels and According to Vishal Malhotra, and Shakers. This time, however, the show is being aired on on-demand video content to con- business head, new media at ZEEL, MSM’s second general entertainment channel (GEC), SAB TV, sumers on their mobile phones, Ditto TV offers versatility, both instead of its flagship channel, Sony Entertainment Television. tablets, laptops, desk- in terms of content From March 12, SAB TV aired the second season of Movers MEDIA tops, entertainment as well as device and and Shakers from Monday through Friday at the 10.30 pm boxes and connected bandwidth compatibil- slot. TVs. ity. With the increasing Apart from India, number of smartphone Ditto TV will also be users, Ditto TV is Sakhi TV> Sakhi Television Communications India, simultaneously avail- expected to allow sub- a newly launched broadcast network headquartered in able in the UK, UAE, scribers access to Thiruvananthapuram, is gearing up to launch a Malayalam Australia and New premium content from general entertainment channel (GEC), which will be specifi- cally targeted at women. Christened Sakhi TV, the channel is Zealand. It will be across the world. “For expected to be launched in December. About 80 per cent of launched in the US by partners (content own- the channel’s content will focus on women’s empowerment, the end of this month. ers, distributors, retail, fashion, health, entertainment, culture and beauty. It is per- A channel-agnostic OEMs and service pro- tinent to note here that Sakhi TV is the first venture from the platform, Ditto TV viders), it will create Sakhi Television Communications India stable. has partnered with unique revenue gen- Multi Screen Media eration opportunities,” (Sony Entertainment he adds. Zee News> The recent assembly elections saw Zee Television), TV Today Goenka: revenue sharing Ditto TV has part- News launching the fourth edition of Aapka Vote Aapki Network, BBC and nered with Siemens Taqat (AVAT) - a campaign to spread awareness about ZEE to host a total of Ditto TV has Communication and the voting rights of citizens. Supported by the Election 21 channels for con- Media Technology to Commission of India, the primary objective of the 45-day tent to begin with. Zee partnered with develop a technology campaign was to get brand Zee News closer to its audi- New Media targets MSM, TV Today platform that will offer ence and help establish it as a serious news channel. 100-channel availabil- adaptive streaming. ity on Ditto TV in the Network, BBC This technology will next nine months. and ZEE to host a ensure optimal feed Punit Goenka, based on the available Nimbus>Nimbus has launched a campaign to promote World Series Hockey (WSH), its joint initiative with Indian managing director and total of 21 chan- bandwidth strength Hockey Federation (IHF), which began on February 29. The chief executive officer, nels for content. and will allow users to event will be telecast on Nimbus Sports’ channel Neo Sports. ZEEL, says, “Our part- select the feed based The total marketing spend earmarked by Nimbus for the nership with other network channels on their data connection, which tournament is about Rs 40 crore. In the initial phase, the will be based on revenue sharing. includes 3G, Wi-Fi and fixed line campaign covers television, radio, print, digital and on-ground Meanwhile, Ditto TV’s initial rev- broadband connections. activations. A television commercial featuring the brand enue generation will be driven by Ditto TV, as an application, is ambassador of WSH, actor Suniel Shetty, was launched on subscription. We intend to reach 1 available on application stores such February 26. million subscribers in the next one as Apple App Store, Android Market year and once the digital platforms and BlackBerry Application World; start attracting at least 5 per cent Ditto TV’s prepaid cards will be Hindustan Media Ventures of the total TV viewers, we will retailed at outlets such as Croma and The new edition Hindustan Media Ventures> has been started Ltd (HMVL) has launched an edition from Moradabad, marking also look at tapping into ad revenue Vijay Sales, with whom Ditto TV has Hindustan’s 10th edition in Uttar Pradesh, on February 24. streams for the platform.” entered a distribution alliance. with an initial With this launch, the Hindi newspaper completes its footprint circulation of 1.1 across Uttar Pradesh and Uttarakhand. The new edition has been started with an initial circulation of 1.1 lakh copies. The QUOTE OF THE FORTNIGHT lakh copies. The daily has a cover daily has a cover price of Rs 2. The Moradabad launch comes on the back of the recent Aligarh edition. The daily is printed price of Rs 2. from 18 centres across Uttar Pradesh, Uttarakhand, Bihar, ‘‘It is difficult for mid-size Jharkhand and Delhi. publishers to break even, the take-home often is about Big Magic>After launching two shows back-to-back, 30,000 for a title after all Reliance Broadcast Network’s Big Magic has announced a list costs, and first print run is as of upcoming shows in the prime time band. While Hum Hain Bajrangi, telecast at 6.30 pm, is a fiction show based on a low as 500 copies.’’ mix of comedy and mythology; Police files, on air at 9.30 pm, RENU KAUL VERMA, PUBLISHING DIRECTOR, VITASTA PUBLISHING TO revisits cases from the police records in a dramatised form. ECONOMIC TIMES ON THE THREAT OF HIGH COSTS IN PUBLISHING. The two shows were launched on March 12. Big Magic plans to launch two-four shows per quarter in 2012.

8 afaqs! Reporter, March 16-31, 2012

OLIVE CROWN AWARDS 1(:6%8//(7,1 $ZDUG7UDLO Sponsored by ebchutney and JWT India In the Digital category, emerged winners at the Webchutney won a gold Crown Wsecond Olive Crown for the campaign created for Nokia. Awards, conducted by the India The Volkswagen Think Blue cam- chapter of International Advertising paign helped DDB Mudra and Yahoo! India> Digital media company Association (IAA-IC). These awards Mediacom win a gold in the Out of Yahoo! India and Malayala Manorama, the recognise responsible communi- Home Category. leading Malayalam language daily, have cation by advertising agencies and Webchutney’s Abhishek Saxena announced a partnership to deliver premium digital content corporate houses. The awards cer- won a gold Crown, whereas in Malayalam. The co-branded property, Malayalam.yahoo. emony was held in Mumbai on Umbrella Design’s Uttam Sutar com, will offer the combined editorial strengths of Yahoo! March 3. won a silver Crown in the Young and Malayala Manorama and provide superior digital content The awards were presented to Green Art Director of the Year cat- experience for a large base of Malayalam-speaking audience winners in 14 categories. The judg- egory for the Nokia and Times of across the globe. ing process took place on, February India campaigns, respectively. 22. The jury was chaired by the IAA Many agencies won Crowns at In December 2011, the Consumer Complaints India Chapter president, Kaushik this ceremony. Webchutney and The council ASCI> Council of the Advertising Standards Council of India upheld Roy. JWT India won two did not uphold complaints against Bollgard, Pass Port Deodorant, Telemart Nokia India was golds and one silver, complaints Shopping Network, Association of Mutual Funds in India, adjudged the Green to secure the top spot. against 14 Dr. Ayurveda Power Prash & Body Growth, Glen Appliances, Advertiser of the Year, Mudra-Mediacom advertisements. Denver Deodorant, Stayfree All Night, Complan, Noesis with 50 points to its won a gold and a sil- Education & Management credit. ver Crown. Along Services, Gelusil Antacid

ADVERTISING Ogilvy India bagged with a gold Crown and Aquasure. the Campaign of the for the Campaign of Year award for its Nokia was the Year, Ogilvy India Vodafone iFold cam- won a silver for the Pantaloon Retail> Pantaloon Retail’s FBB (Fashion@ paign. The agency adjudged the ‘Slap’ campaign created BigBazaar) plans to appoint a new creative agency in won a gold Crown Green Advertiser for Thane Municipal Mumbai. The incumbent on the business is DDB Mudra. Prior for this campaign. Corporation, in to the restructuring of the DDB Mudra Group, Mudra West Nokia’s - I Recycle of the Year, the TVC/ Cinema managed the creative mandate for the brand, along with the My Phone campaign while Ogilvy Corporate category. creative duties for Big Bazaar. As per industry sources, the won Webchutney and Umbrella Design approximate spend on the media is estimated to be Rs 30 JWT India a silver India bagged bagged three silvers crore. FBB falls in the value space of Pantaloon Retail Ltd, Crown, whereas the the Campaign for its Times of India- along with Big Bazaar, Food Bazaar and KB’s Fair Price. Volkswagen - Think of the Year at Ganesha campaign. Blue campaign won the second Olive Lowe Lintas won two the same honour for silvers for the Suzlon- Web18> Web18’s horizontal website, In.com has DDB Mudra and Crown Awards. ’PALS’ campaign. initiated a creative pitch. The In.com authorities have just Mediacom in this cat- A special Green begun meeting agency heads and have started sending egory. Crusader award was out official invitations and pitch briefs to agencies. Metal JWT India won a gold for Nokia presented to Rajendra Pachauri, Communications is the incumbent agency on this account. - I Recycle My Phone in TVC/ who won the Nobel Prize as chair- In.com belongs to Web18, the digital arm of the Network18 Cinema Corporate category. man, IPCC. Also, a special Green group. Its other online properties are IBNlive.com, Firstpost. In the Events category, Lodestar Initiative award was presented to com, Moneycontrol.com, CricketNext.com and Blaze. won a gold for the Garnier Ogilvy India and Mathrubhumi. - Converting a newspaper eco- This year, a special category of friendly campaign. In the same awards, the Olive Crown Green >> ACCOUNT MOVEMENT category, Mathrubhumi, too, won a Hungama award, was introduced. gold. Last year’s big winner, Dentsu, Kartik Ramnathkar and Komal > Kitchen appliances brand Nirlep, has appointed Curry- won a silver in this category for the Udeshi won a silver Crown each in Nation as its new creative agency. The account has moved Toyota Greenathon campaign. this category. from McCann Erickson; the agency had been handling the duties for Nirlep for the past three years. The development is the result of a multi-agency pitch that was carried out in QUOTE OF THE FORTNIGHT Mumbai. Participating agencies included McCann Erickson, Interface Communications, Network Advertising, Meridian Communications and Postscript Advertising. The media mandate lies with Media Circle. The ad spends are pegged ‘‘The right ad at the right time at Rs 5 crore; which is a 10-15 per cent increase over the previous budget. is the only way to make sure your message gets out online. > Euro RSCG India has been awarded the creative mandate for Multi Screen On the web, consumers Media’s (MSM’s) forthcoming sports channel. This development comes on the decide what to watch and back on a multi-agency pitch process that was conducted in Mumbai. In 2009, the network had announced its intention to launch a sports and a music channel. increasingly, when.’’ It has already launched the music channel under the brand name Sony Mix. The RAJAN ANANDAN, MANAGING DIRECTOR AND VICE PRESIDENT, GOOGLE sports channel is expected to be launched very INDIA, ON THE FUTURE OF DISPLAY ADVERTISING, IN BUSINESS STANDARD. SUSHIL KUMAR soon as the network may shift its prime sporting property, the IPL to this channel.

10 afaqs! Reporter, March 16-31, 2012

1(:6$'9(57,6,1* AIRTEL Banking on the Phone Airtel’s new campaign for Airtel Money aims to build an emotional high ground and attempts to position money as an emotional currency and not just a financial one. By Shibani Gharat

irtel has launched a service called Airtel Money, which allows Airtel subscribers to Asend and receive money from their mobile phones without the barriers of time, distance and location. The television commercial for the service features five different stories of how money makes moments precious in the lives of individuals. It finally concludes with ‘Baat sirf paison ki nahi hai’ (it is not just about money). Created by JWT India, the campaign aims to build an emotional high ground for Airtel Money and positions money as an emotional currency instead of a mere financial one. Through the TVC, Airtel attempts to communicate that having money on one’s mobile is In 2008, ING’s first corporate campaign in not just about convenience or speed. The emo- “The whole idea India showcased the richness of the Indian culture tion behind sending and receiving money on time of using a mobile and the various meanings it attaches to money. makes the moment more precious. This concept The campaign, built around the tagline, ‘Paisa sirf has been encapsulated through ‘baat sirf paison ki phone for money paisa nahi hota’ (money is not just money), showed nahin hai’. matters will be the different points of view regarding money. “When you send or receive money, there is a first adopted by In 2009, mobile payment service Beam’s TVC sweet spot both for the sender and the receiver,” showed a little boy’s pride among his friends after says Swati Bhattacharya, national creative director, the youth.” recieving money on the mobile from his father. JWT India. She says that the whole idea is to com- SWATI municate emotional emergency followed by relief. BHATTACHARYA MOBILE MONEY The creative team that has worked on the anks have exploited the concept of mobile campaign includes Bhattacharya and Sachin Das SUSHIL KUMAR Bbanking to a great extent. Some of the pio- Burma. The production house for this campaign sent or received from anywhere, anytime. The neers in this area were State Bank of India (Bank in is Electric Dreams Film Company. The film was four use cases are money transfer, utility bill your pocket campaign) and Axis Bank (soldier on directed by Oni Sen and produced by Suparna payments, restaurant bill payments and mobile the field transferring money to his wife). Chatterjee. recharge. Besides TV, the campaign will be carried In 2010, Easypaisa had introduced a service, While the first TVC forward on print, radio, outdoor, retail outlets and called Easypaisa Mobile Account, for Telenor sets up the positioning digital media. subscribers. In its TVC, the brand used fingers for Airtel Money, the metaphorically to show walking (which represent- follow up TVCs will MONEY AND EMOTIONS ed the traditional way of monetary transactions, establish the different here have been several campaigns in India that involving physical travel). usage occasions where Thave connected emotions to money, especially Airtel also released an ad amongst a series using Airtel Money can be from various financial institutions. actors Vidya Balan and Madhavan, which showcased mobile money transfer. The idea is to communicate emotional “About 24 million people hold bank accounts, emergency followed by relief. FRQWLQXHGRQSDJH>>

1(:6$'9(57,6,1* UNINOR Not Without a Fight In the wake of losing 22 licenses, telecom player Uninor has rolled out a new ad campaign that cries out ‘All is Well’. afaqs! Reporter explores the effort. By Ashwini Gangal

midst recent media reports on Uninor’s potential downfall after Athe cancellation of its licenses and the public squabble between its parent companies -Telenor and Unitech - it has released an aggressive ad campaign to send out a strong message to one and all. Though the TVC, targeted at value- driven youth, talks about increased talk and is, in fact, re-dedicating itself to its time and consequent freedom from fre- customers. The brand will not let its quent recharges, the main objective is to customers suffer.” reassure its customers that the brand is In addition to the TVC (currently committed to its Indian operations. running on 72 mainline and regional TV channels), a very visible print campaign has been released. The print campaign speaks about how four crore customers have chosen Uninor as their preferred mobile service provider in less than three years. Further, ground activations in each Uninor circle are on the cards. Interestingly, this multi-media campaign was sparked off by a digital initiative taken by a group of Uninor employees - just days after the judgment on the cancelation of its mobile licences. A community called ‘We Love Uninor’ was developed on Facebook in an effort to create a platform for Uninor employ- Called ‘We Love Uninor’, the cam- ees to get together and motivate one paign is a not-so-subtle effort to re-instill other. Soon, many of the brand’s busi- some much-needed conﬁdence in its cus- ness partners, including distributors and tomers, especially in the wake of harmful retailers, joined the online movement. and speculative media reports that speak Moreover, support hailing all the way about the brand’s impending collapse. K from Oslo - Telenor’s headquarters - has V Sridhar (aka Pops), national creative found its way into this campaign; more director, Leo Burnett says, “The intent of than 200 Telenor employees drew a heart this communication is to send the message that Uninor is not going anywhere FRQWLQXHGRQSDJH>>

PEPSI Changing Sides The cola brand has switched from cricket to football in its latest TVC, created by JWT India. By Shibani Gharat

epsi, a brand that has been The TVC created by JWT India associated with every ball, brings alive Pepsi’s youthful irrev- music director is Clinton Cerejo. rival Coca-Cola during the 1996 Prun, wicket and inning of erence, where a young football World Cup (‘There is Nothing cricket in India since it entered enthusiast gives a fittingly cheeky CRICKET AND PEPSI Official About it’ campaign) to the the country, has launched a new reply to brand endorser Ranbir he cricketing season is about to 2011 ICC World Cup’s ‘Change the television commercial on football. Kapoor, who questions his passion Tbegin with the Indian Premier game’, Pepsi has stood rock solid The goal is to connect with the for football. The TVC ends with League (IPL), which will be fol- with the game. youth and their liking of the game. Kapoor displaying his football skills. lowed by the T20 World Cup. As a In fact, during World Cup 2011, However, the brand claims that it The TVC is directed by Shujaat brand, Pepsi has had a long stand- Pepsi highlighted its association with stands by cricket, and everything is Saudagar and produced by Ashit ing relationship with the game in official about it this time! Ghelani of Boot Polish Films. The India. From its famous ambush on FRQWLQXHGRQSDJH>>

14 afaqs! Reporter, March 16-31, 2012

1(:6$'9(57,6,1* SPRITE Clearing the Way The new campaign for Sprite, which promotes the tagline Raasta clear hain, is based on the thought that everyone has set goals in life, and drinking Sprite helps infuse new ideas. By Anushree Bhattacharyya

fter riding on ‘First drink, then think, Sprite - University of Freshology’ last year, ACoca-Cola India’s clear soft drink, Sprite, has returned this year with a new tagline, Raasta clear hain, which takes ‘Freshology’ to the next level. The new campaign reinstates the brand as a refreshing drink by stressing on the idea that drinking Sprite ignites fresh ideas, which help one to achieve goals. Conceptualised by Ogilvy India, the television commercial shows how the protagonist has to face competition, that seems to have an edge and stands

ﬁnd a solution. Through the new campaign, we “Sprite has, “The basic aim to induct a new batch of fresh thinkers and over the years, insight of the celebrate the ingenuity.” inspired teenag- commercial is Speaking about the concept, Ajay Gahlaut, group creative director, Ogilvy, explains, “The ers to think fresh, that everyone has basic insight of the commercial is that everyone even when the some goal or the has some goal or the other in life, both long term as well as short term. In trying to achieve these odds are stacked other in life, both goals, one may come across competition, who may up against them.” long term as well have some advantage. The TVC shows how one ANUPAMA as short term.” uses intelligence, wit and humour to ‘Clear the raasta’, to achieve the goal.” AHLUWALIA AJAY GAHLAUT FOTOCORP REIGNITING THE THOUGHT between him and his goal. The TVC shows how he campaign has drawn mixed reviews from the protagonist uses fresh thinking, spurred on by The campaign reinstates Tadvertising professionals. While a few like the Sprite, to emerge victorious in the situation. idea and ﬁnd the concept funny, for some, it’s an Anupama Ahluwalia, vice-president, market- the brand as a refreshing average ad which, albeit with all the ingredients, ing, Coca-Cola India and Southwest Asia, says, drink by stressing on the fails to excite the audience. “Being synonymous with a no-nonsense, honest Soumitra Karnik, national creative director, and cut-through attitude, brand Sprite has, over idea that drinking Sprite Dentsu India, says, “The ad made me laugh. So, the years, inspired teenagers to think fresh, even when the odds are stacked up against them, and ignites fresh ideas. FRQWLQXHGRQSDJH>>

<< FRQWLQXHGIURPSDJH tition is asked to leave, India should is an attempt to say ‘We’re still sur- be prepared for the same high tar- viving’. Whether this will work, only iffs as Delhi has today. We did not time will tell,” says Sridhar. Not Without... come to India to give up.” Divyapratap Mehta, VP, plan- in the snow right outside their ofﬁce ning, Grey India, is of the opinion in a move to show support to the PRODUCTIVE AGGRESSION that Uninor’s aggression will serve company’s Indian operations. OR A WASTED EFFORT? the brand well on two out of three Another goal of this campaign is learly, Uninor is trying hard to fronts. “While it will be tough to win to bring to the limelight Uninor’s Cput its best foot forward in these back the customers that Uninor has impact in making mobile telepho- dire times. Is the effort worthwhile let down (inadvertently, of course), ny affordable for the Indian mass or will such blatant attempts at dam- this is a good attempt to retain its market. Sigve Brekke, managing age control serve to further damage existing customers as well as attract director, Uninor issued a tough- its brand image? Pops: here to stay new ones,” he explains. worded media statement that reads, According to R Sridhar, com- employees, mass media is probably Will Uninor’s frank efforts at “Even if you are not a Uninor cus- munication consultant and founder, the only way to send a message to the recovery adversely affect its brand tomer today, you have benefitted brand-comm, such advertising is an trade (that is, the category at large) image? Not really, feels Mehta, who from us. Because of new com- attempt to reach out to three parties and customers,” he explains. says that in the telecom category, petition, every operator has been - the brand’s employees, its cus- Regarding whether the attempt a brand’s image per se is not very forced to make tariffs affordable. tomers and the category at large. to salvage the brand image is all too crucial. He elaborates, “The critical Customers in Delhi, where there “Such advertising is probably a result transparent, Sridhar argues that more aspect here is ‘Brand Potency’ - that is no new competition, pay 60 per of threats from multiple directions. than its brand image, today’s telecom is, the extent to which the brand is cent more than customers in any And, while it may be easy to inter- consumer is concerned about the fate active and visible.” other city. However, if new compe- nally convey a message to one’s of Uninor’s service. “This campaign [email protected]

16 afaqs! Reporter, March 16-31, 2012

1(:6$'9(57,6,1* AXIS BANK Partner in Progress Through its new brand campaign titled Badhti Ka Naam Zindagi, Axis Bank changes its positioning from ‘a solutions provider’ to ‘a preferred partner in progress’. By Ashwini Gangal

aving successfully established itself as a Regarding the movie-like execution of the ad, Along with TV, Axis customer-centric bank, Axis Bank has R Balki, chairman, Lowe Lintas and film maker Bank is also leveraging Htaken a leap towards a fresh stance. The opines that nowadays most of us are deeply influ- the digital medium to private sector bank has recently launched a new enced by films, so much so that we like to believe popularise its new brand brand campaign to shift its positioning statement we are actors in our own private films. statement. The brand has from Aapka Solution to Badhti Ka Naam Zindagi. “To express the philosophy of Badhti Ka Naam launched two applications About two years ago, in a move to be seen as Zindagi, it was interesting to visualise the real jour- titled Meri Zindagi Ka an easy-to-access, quick and efficient player, Axis ney of life as if it were a film and use a director’s Safar and Meri Zindagi Ki Bank had released a campaign that positioned it as language to plot every step,” he adds. Picture on its Facebook page. a ‘solutions provider’. The ad films of the campaign carried DOES THE CHANGE the brand thought ‘There’s WORK? always a solution’, thus high- hile the idea of ‘A Partner lighting the brand’s range of Win Progress’ is deemed as products as a fix for its cus- one lacking in novelty, experts tomers’ needs. find other reasons to appreciate Now, the new campaign the campaign. aims to highlight the bank “This ‘Partner at every as ‘a preferred partner in milestone in life’ may not be progress.’ This marks the an entirely fresh space,” cri- evolution of Axis Bank’s role tiques Suresh Mohankumar, from a ‘solutions provider’ to national planning head, Dentsu an ‘encouraging and enthus- Communications, adding ing partner’. nonetheless, “But the interpre- Explaining the philosophy behind the position- tation is inspiring and it is a big step-up for the ing, Manisha Lath Gupta, CMO, Axis Bank, says, brand, as Badhti Ka Naam Zindagi captures the “Badhti Ka Naam Zindagi or ‘Progress On...’ is an mood of the consumer.” expression that encapsulates Axis Bank’s belief in He finds the narrative style of the ad effortless the meaning and purpose of life. Success today is and says, “This treatment serves to make the bank no longer about having accomplished a goal. It’s seem real, someone close to me and more impor- about setting newer goals and achieving each one tantly, very human.” of them. People today feel inspired about their From a brand strategy perspective, Mohankumar capabilities and this in turn triggers hope towards opines that the insight used by Axis Bank is simple a better life.” Apparently, Axis Bank zeroed on this and true. “A consumer’s understanding of finance philosophy after more than six months of extensive consumer workshops and brand research. (Left) Gupta and Balki: march of life FRQWLQXHGRQSDJH>>

<< FRQWLQXHGIURPSDJH Surjo Dutt, executive creative In April 2003, when football lov- OLD GAME? director, JWT India, too, defends ers were glued to the showdown arlier, a few brands have associ- the campaign and Pepsi’s association between Manchester United and Eated themselves with football Changing Sides with cricket. “However, Pepsi has Real Madrid in Champions League in India. In 2010, for Asia Cup always been on the lookout for other quarter final, Pepsi produced a topi- football, the Indian team’s spon- the tournament through the cam- platforms to connect with young cal TVC, where Man Us ride into a sor Panasonic used all its major paign ‘Change the game’. Later, the people. People love cricket. But they Real-occupied desert town. brand ambassadors in a TVC beverage company returned during have also started liking football.” Another TVC from Pepsi featured including Gautam Gambhir and the fourth season of IPL in 2011 with He says that the idea was to con- Sumo wrestlers beating football’s Virender Sehwag, Baichung Bhutia, a new rendition of the campaign. vey what the young are saying that finest players at their own game, car- Mehrajuddin Wadoo, Steven Dias, Only this time, the idea was concep- football bhi achha game hai. “The brief rying away the ultimate prize - Pepsi. N P Pradeep and Ranbir Kapoor. tualised by its other agency, JWT. was to create a cool, funky, classically “We anticipate that football will In the same year, Maruti Suzuki’s Deepika Warrier, executive direc- Pepsi commercial talking about the gain a lot of social currency in India in TVC for the Swift had the vehi- tor, marketing, PepsiCo Beverages youth’s love for football. The youth the coming years,” says Atika Malik, cle playing the game. DNA, too, India feels that football is gaining have changed the game by loving senior VP and executive planning carried a campaign titled ‘India immense popularity in India. “Pepsi another game,” he adds. director, JWT India. Calling foot- Posi+ive 2022 World Cup.’ has always taken the lead in cel- ball the ‘next big buzz in the life of Nabankur Gupta, founder of ebrating newer and emerging youth FOOTBALL AND PEPSI the youth’, she says Nobby Brand Architects, likes the platforms; from cricket to movies to lobally, Pepsi that in India, Pepsi change of the game for Pepsi. “It music, the brand has created memo- Ghas had is merely reflecting is clutter breaking and moving to rable experiences for Youngistaan.” some memora- the global approach another popular game is a smart However, this will not stop Pepsi’s ble TVCs on the of association with move ,” he says. association with cricket she adds. game of football. the game. [email protected]

18 afaqs! Reporter, March 16-31, 2012 85% of Kerala's English-reading population relish Malayalam daily. Then why go for English dailies that reach only 9.5%? STARK.Tvm.5366

As per research findings, it makes more sense to choose Malayala Manorama when you need to talk to the English-reading population in the State. With 99.37 lakh readers, only Malayala Manorama will help you reach out to the whole of Kerala and to every Malayalee. Source: IRS 2011 Q4 Source: 1(:6',*,7$/ MIRINDA << FRQWLQXHGIURPSDJH Clearing... A New Mob it passed the first test of evoking a response. It had a funny song, resem- Marrying the concept of flash mobs with the idea of brand engagement bling Aa dekhein zara, kismein kitna on social media, Mirinda has introduced TweetMob, an innovative way to hai dum, only this time, the war was expressed through the mind voices connect with the consumer. By Biprorshee Das of the two alpha males. However, this time, the underdog uses his brain According to the numbers and makes a ‘clear way for himself’. provided by PepsiCo, over 50 The need to change the well-estab- tweets with #breathless helped lished earlier line is best known to the brand reach 2,520 people, the people who changed it - perhaps which generated 357 retweets, for a better product association. But thus averaging four retweets of hey! Everyone knows Sprite is a clear every tweet by brand Mirinda. drink. However, it is an enjoyable The second TweetMob was commercial and that is what matters announced on February 24 and the most.” the theme was Mirinda’s brand Sujit Sudhakaran, general manager, thought of Pagalpanti, asking strategic planning, people what they thought was Draftfcb Ulka, crazy enough around them remarks, “If we to be called #Pagalpanti. The were to score it activity saw 3,700 tweets in with a check list nine hours, with #Pagalpanti approach, this helping the brand reach 7,990 would get many people. The brand reach this ticks - youth time was five times of what the connect, pur- first TweetMob generated. posefulness, role Mirinda did not have a of brand and so presence on social media and on. But my sense it is only with this particular is that the category needs to be enter- campaign that the brand has taining, more than anything else. I ventured into the space. The would say the jury is out on whether agency leveraged Mirinda’s Raasta clear hai is in the same league as Facebook presence for this the Bakwaas era. Overall, it’s an ‘ok’ activity, where followers of ad but not exciting.” the brand on the site were [email protected] urged to join the TweetMob on Twitter. Yashraj Vakil, chief operat- << FRQWLQXHGIURPSDJH ing officer, Red Digital says that the idea came simply by observing the craze around Partner in Progress ot too long ago, the country warmed up flash mobs and deciding to to the idea of flash mobs and soon, there incorporate the same without and his needs from his financial part- Nwas one being conducted almost everywhere. the regular idea of what an ner are different at different stages of PepsiCo’s orange soft drink Mirinda, along with Red actual flash mob is. “We moved his life. The role played by his finan- Digital, the agency handling the social media duties away from the song and dance cial partner also changes with time,” for the brand, decided to make the most of the craze, part and decided to take flash he explains, adding that the campaign designing a unique campaign to engage consumers on mobs to where the crowd is has helped Axis Bank carve a unique Twitter with a concept called ‘TweetMob’. online, where you can generate space. The idea is simple - to throw up a topic at the fol- instant opinion,” says Vakil. N Padmakumar, national creative lowers of the brand on Twitter and then encourage Ruchira Jaitly, executive director, Rediffusion-Y&R, says, “As them to tweet on the same. Engagement is ensured VP, marketing, beverages (fla- far as the positioning goes, there’s with comments and conversations on Twitter between vours), PepsiCo India is excited nothing new in this one. It is pretty the consumer and the brand. Vakil: mobilising too, as she says that at the end much one of the most obvious and The first TweetMob was launched on February of the day, the core idea of the time-worn statements in this space. 14 and the topic was ‘what leaves you breathless on brand is to innovate, whether it However, in my opinion, so is that of Valentine’s Day’. Twitter users contributed gener- is flavours, packaging or com- a ‘solutions provider’.” ously with their tweets, using the hashtag #breathless. munication. “Twitter is one of Well, does the ad capture this new Notably, the breathless theme was in line with the avenues to innovate where positioning? “Absolutely. And charm- Mirinda’s recent Breathless campaign, through which brands can engage succinctly in ingly, too,” says Padmakumar. two new flavours of the brand has been launched - a short period,” she says. He finds the execution refreshing. Orange Masala and Orange Mango. The latest topic intro- “With its ‘movie-like’ approach, the The inaugural TweetMob saw 2,220 tweets in a span duced on March 2 was execution has definitely risen above of nine hours and fetched Mirinda (@MirindaIndia) #MirindaMoments, asking the boring and predictable position- 200 new followers on Twitter. The brand featured users to tweet on their craziest ing statement, and has in fact given it amongst topics breaking globally at the end of nine moments with the drink. memorability and likeability.” hours, while #breathless trended nationally. Jaitly: social power [email protected] [email protected]

20 afaqs! Reporter, March 16-31, 2012 85% of Kerala's English-reading population relish Malayalam daily. Then why go for English dailies that reach only 9.5%? STARK.Tvm.5367

rofessional networking website LinkedIn ALTERING BRAND COMMUNICATION recently announced the launch of a ‘follow STRATEGY Pcompany’ button. Similar to liking a brand he big question everyone seems to be asking on Facebook or following it on Twitter, the new Tis whether brands and companies will have option allows users to follow a brand and in turn to change their communication strategy to fully receive automatic updates from the brand in their LinkedIn feed. Announcing the new feature on the ofﬁcial company blogpost, LinkedIn says that the new feature will help users to stay up-to-date on company news, career opportunities or industry trends. ‘Follow company’ allows businesses with a LinkedIn Company Page to install a button directly onto their webpages and other online marketing material to facilitate follower engagement. Commenting on the launch of the feature, Deepa Sapatnekar, head, communications, LinkedIn India, says, “The ‘follow company’ but- (L-R) Bhamidi, Rais, Nair, Kulkarnii and Kumar: the ‘social’ factor ton makes it easier for marketers to directly reach their target audience of professionals, amplify optimise this feature? their messages as community members and spread The new option allows “Yes, it will have to,” asserts Sudhir Nair, senior them to others, and for brands to expand the num- vice-president and head of digital, Grey Digital. ber of professionals from their target audiences users to follow a brand and Nair says, “One cannot have a unilateral strategy within their follower ecosystems.” receive updates from them. for social media and expect it to deliver across platforms. The strategy has to be a natural progres- STRENGTHENING MARKET PRESENCE or shifts within organisations. The feature button sion with the evolution of social networking sites. any in the industry view this development allows consumers to do just that. It also allows I personally feel that LinkedIn is a different ball Mas an attempt to make its presence felt more marketers and investors to keep a watch on the game all together. It allows you to reach the right strongly in the social networking segment, which growth of organisations, industry movements and set of people for sure. But we can’t predict the has for long been seen as a more serious social any news that the company may wish to share.” reason why someone is browsing on LinkedIn. As networking platform. Ram Bhamidi, senior vice-president and head, long as we have exposed them to our message and Calling it an attempt to be more ‘social’, Zafar online marketing, Shaadi.com, says, “LinkedIn is got their attention, the ﬁrst level of expectation is Rais, CEO and founder, MindShift Interactive, trying to increase the engagement level on its site achieved. Beyond that, a clear-cut communication says, “LinkedIn is only doing what it requires to be by making it easier and more relevant for users to and content strategy has to be deployed.” ‘social’. The growth of social recruitment is a core connect with brands. This should provide a better Bringing in the brand’s perspective, Pravin driver of this feature, as consumers of social net- experience for the users, leading to higher levels of works use LinkedIn to stay tuned to new openings engagement. ” FRQWLQXHGRQSDJH>>

<< FRQWLQXHGIURPSDJH Vodafone carried out a campaign with doesn’t really break new ground. It misses out on a possible extension of HDFC Bank on M-paisa, which ena- deals with the emotional aspect but it the ‘friends’ campaign. “For example, bles safe transfer of money through is doing what most reasonably decent the ‘friends’ idea could have been Banking.... mobile phones during emergencies. ads do - focus on the consumer ben- used to show how friends bail each Bhattacharya feels that the whole efit. So, when the product or service other out with the money transfer but a majority of the consumers use idea of using a mobile phone for is at parity, the focus shifts to how it tool; or reinterpret friends to show time consuming methods for finan- how parents could be friends, too. cial transactions. With increasing This way, the brand would be true to access to mobile phones, we wanted The follow up TVCs will establish various a larger idea and make this a part of a to tap this opportunity,” says Bharat bigger thought to differentiate itself.” Bambawale, director, global brand, occasions when Airtel Money can be sent Ramanuj Shastry, chief creative Bharti Airtel. officer, Saatchi & Saatchi feels that In fact, or received from anywhere, anytime. the ad tries to juxtapose technology many banks with money and emotions. “It is a are creating an money matters will be first adopted can be positioned as a benefit to the good effort. But as a concept, it does launching dif- by the youth. consumer. In this aspect, the ad does not strike as a new thing. It sim- ferent mobile it reasonably well. The execution has ply communicates the message, but phone apps CASHING ON IT? well crafted moments like ‘papa ki there is nothing ground breaking. for the con- he concept is not a novel one, chhaati 36 se 40 ho jati hai’.” ‘Har ek friend’ has set a bar, and it is venience of Tfeels the ad industry. He thinks that the ad loses out difficult for Airtel to match that with consumers. Saji Abraham, vice-president, because it takes on a plethora of this ad,” he remarks. Recently, planning, Lowe Lintas, says, “The ad benefits to various target groups and [email protected]

22 afaqs! Reporter, March 16-31, 2012 85% of Kerala's English-reading population relish Malayalam daily. Then why go for English dailies that reach only 9.5%? STARK.Tvm.5365

TATA SKY JAYPEE CEMENT TATA AIG LIFE INSURANCE In their latest campaign, Tata Sky showcases exactly how The TVC delivers the brand’s promise of ‘Andar se solid’. It The TVC features the story of a boy meeting his future the customer is taken aback and ends up being at the comprises of various engaging, nostalgic wall moments in father-in-law for the first time. The message emphasizes on receiving end, thanks to the efficient service offerings the life of different individuals. a good-start and draws a parallel with the first impression. brought to him by Tata Sky. Creative Team: Vandana Katoch, Vishal Singh, Joy Agency: Bates Creative Agency: Ogilvy India Sengupta Creative team: Juhi Chaturvedi, Sagar Creative Team: Abhijit Avasthi, Sukesh Nayak, Bhavna Senior Film Executive: Vineeta Misra Mahabaleshwarkar Kher, Vinit Sanghvi Director: Nico Film: Amol Sonawane Production House: Curious Films Production House: Coconut Films Production house: Rising Sun Films Director: Vivek Kakkad Director: Shoojit Sircar PRINT LAY’S MALAYALA DAINIK The ad is a print MANORAMA BHASKAR innovation. It The central visual is The campaign’s motive positions Lay’s a typography created is to promote the baked as a out of the Malayalee newspaper as a torch fashionable snack names to take bearer for integrity and since it contains 50 shape of a Kathakali honesty. The intention is per cent less fat dancer. The print communicated through than regular Lay’s. ad intends to speak the metaphor of an to the prospective eclipse. advertisers on the number and kind Creative Agency: of readers for the JWT India website. Copywriter: Megha Dutta Art Director: Dipankar Mukherji Creative Agency: Stark Communication Visualiser: Dipankar Mukherji National Creative Director: Shelton Pinheiro Creative Agency: Ankit Advertising , Indore, India Creative Director: Surjo Dutt Creative Director: Ajith Gopinath Copywriter: Garima Mudgal Planner: Atika Malik Visualiser: Nidhin Nandakumar Designer: Zuber Ali OOH DIGITAL

SLICE MULTI COMMODITIES EXCHANGE MOHAN MUSIC PALACE The billboard showcases Katrina Kaif inside a slice bottle OF INDIA The campaign done for Mohan Music Palace aims to with a message that reads ‘Slice piyo, Numbar lagao, It was an Initial Public Offering (IPO) campaign with a resurrect the love for harmonium. The website http:// Katrina ko bahar le jao’. It is based on the campaign communication ‘India’s No 1 & World’s No 5’ commodity harmoniumlove.com/ for the music store transforms the concept in which one has to dial the number under the futures exchange. The strategy was to target corporate, laptop or desktop into a harmonium allowing the user crown and the winner can take out the actress. using media services at key congregation points. to actually ‘play’ their laptop like they would play the Agency: Portland Outdoor, unit of Kinetic Agency: Brandscope India Harmonium. Exposure: Delhi, Chennai, Mumbai, Ahmedabad, Exposure: Ahmedabad, Baroda, Rajkot, Bhavnagar, Gurgaon, Pune, Lucknow, Agra, Kanpur, Chandigarh. Delhi, Jaipur, Kolkata, Pune, Indore, Hyderabad, Surat. Agency: Webchutney

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24 afaqs! Reporter, March 16-31, 2012

TIFFIN BOX

PERFECT TIMING In television, a good scheduler is worth his weight in gold. Getting the right programme in at the right slot is the difference between success and obscurity. By Anindita Sarkar

n 2003, Sony paid an estimated Rs 12 crore But that is changing now. The scheduler EYEBALL STRATEGY for the telecast rights of the Shah Rukh Khan- knows what he has to do if he has to combine cheduling is a strategic execution of a starrer, Devdas, which had already proved its whole programme units into an evening’s flow, Schannel’s plans to gain viewership. It takes into mettle at the box office. MSM chose to air whole evenings into a week, whole weeks into a consideration not only the time of airing the actual Ithe movie at 8 pm on a Sunday (27 April) on Max. season, and whole seasons into a year. And the programme but also a minute-to-minute break- Interestingly, STAR Plus decided to telecast the channels are backing him – or her - up. Channels down and a clear understanding of break patterns Hindi version of Steven Spielberg’s 1993 block- which paid out millions to create the content they and viewing behaviour of the audience to maximise buster Jurassic park just an hour before Devdas, on TRPs,” explains Karthik Lakshminarayan, COO, the same day. Guess what happened? Crest, Madison Media. Devdas scored a TVR of 3.7 and ranked at No 42 ‘‘A SIMPLE DECISION That strategic execution is critical since it is in the Top 100 list while Jurassic Park leapt ahead LIKE CHOOSING A the final component that will help monetise the with a TVR of 4.3 and was No 33. According to SHOW’S SLOT IS BASED channel’s content. Scheduling and research go industry watchers, Star Network would have paid ON MULTIPLE FACTORS’’ hand-in-hand - the former is quite dependent just over Rs 4 crore for Jurassic Park. VIVEK BAHL on the latter. “A seemingly simple decision on That example serves to illustrate how scheduling Imagine TV what slot to give a particular show, is based on can push a programme’s success. It also showed multiple factors like - whom will it appeal to? who how STAR Plus had understood the pulse of its is watching at that time? what kind of competition Sunday audience and used it to wean viewers away is there? what comes before and after? and so on” just before those very eyeballs could have shifted says Vivek Bahl, chief content officer, Imagine TV. to watch a much slower-paced Devdas. P M Balakrishna, chief operating officer, Allied In his book Media, Culture and Society, published Media, notes that given the fragmentation in 12 years ago, John Ellis of the Bournemouth viewership, there is a lot of research that goes into University lamented the fact that scheduling wasn’t figuring the best possible options from choosing understood fully by many. “If programmes are the ‘‘EXTENSIVE RESEARCH a time and day to actually airing the same. “All building blocks of television, then the schedule HELPS IN ORGANIZING leading channels invest time and resources in is its architecture, defining the edifice that gives CONTENT EFFECTIVELY doing extensive research on how to organize their meaning to each programme block. For those AND MAXIMIZING GRPS.’’ content effectively for maximizing GRPs,” he says. who labour in the brickfields of broadcasting, the P M BALAKRISHNA Since scheduling is the last leg of the relay race schedule looks like the last really creative act, the Allied Media in the chase for TRPs, it can make or break the point of decision from which will flow all the basic way audience spends time on the channel. Minute parameters for the manufacture of a particular detailing, supported by meticulous co-ordination, programme. Yet, scheduling has scarcely been believed would spell success and spent even more helps a channel garner its final GRPs. “Though studied academically, nor is it widely understood on creating a communication strategy that would content reigns supreme, maximising the reach by those working in television itself. The schedule help them sell that mantra to viewers, came to and viewership opportunity for that content is has been the great taken-for-granted of TV, realize one thing. More often than not, the mantra increasingly becoming critical. Thus the role perhaps because it just came about as a function of failed to work its charm on the viewers because of scheduling becomes significant,” says Vivek television’s temporal continuity and co-presence,” the content was scheduled at the wrong time for Malhotra, vice president, marketing and research, he observed in one of the chapters. the wrong viewer. So what are they doing about it? TV Today Network.

26 afaqs! Reporter, March 16-31, 2012 &29(56725<

ON THEIR TOES Plus took the plunge and launched its first daily ‘‘A SCHEDULER HAS TO hile the objective of any scheduling strategy fiction Kyunki Saas Bhi Kabhi Bahu Thi in the 10 UNDERSTAND BREAK PATTERNS AND VIEWER Wremains the same - to put up the right thing pm slot, riding on the back of its most successful BEHAVIOUR.’’ at the right time - the craft of scheduling varies property Kaun Banega Crorepati at 9 pm. KARTHIK from genre to genre. Result? From then on, the concept of daily LAKSHMINARAYAN In the case of a non-GEC or a non-news fiction not only grew big enough to become the Madison Media channel, the challenge is to manage 24 hours of a staple diet of any given GEC, but India today day with a limited annual supply of content. This stands to be the largest producer of original hours calls for constant evaluation of the programme per week across the world. inventory and designing of innovative content Year 2005: Pitted against STAR Plus’ growing packaging. Movie channels, for instance, have a popularity in the Hindi GEC space, Zee TV was fixed library that keeps adding content year after losing ground. To win its audience back, the year, but the prices are so high that they cannot latter decided to launch a new fiction property, buy everything. It leads to repeats. Saat Phere, for the Monday-Thursday, 9.30 pm slot. Zee adopted the omnibus strategy. It played ‘‘THE SCHEDULING TEAM back-to-back episodes of Saat Phere all through HAS TO WORK CLOSELY ‘‘TACTICAL SCHEDULING the day so that the audience could understand the WITH THE AD SALES AND IS ALSO ABOUT CON- storyline – and, hopefully, get hooked. MARKETING TEAMS.’’ TROLLING BREAKS AND Result? While the omnibus strategy became a SUDHEER KG COMMERCIAL TIME.’’ well-adopted tactic across the Hindi GEC space, History TV18 SHAILESH KAPOOR Saat Phere cemented Zee TV’s position and enjoyed Ormax Media a four-year-long run on the channel. Year 2009: Scheduling was chiefly a 96 per cent boost to the channel’s average ratings compartmentalized into weeknight fiction and during that time band. Taking the cue, other weekend non-fiction. And then Imagine TV (then channels too decided to schedule non-fiction NDTV Imagine) decided to launch Rakhi Ka during weekday primetime. Swayamvar, a non-fiction reality show, at 9 pm from Monday through Friday. The show went on ART OR SCIENCE? air on June 29, 2009 and opened with a smashing or some, scheduling is a dying art while for 4.1 TVR. Its finale drew in a TVR of 8.4. Fothers it’s the science that has taken refuge in ‘‘SCHEDULING MAXIM- Result? According to a study done by Lintas art because of a lack of understanding the analytical ISES THE REACH AND Media Group, Rakhi Ka Swayamvar delivered a 19 aspects of the game. VIEWERSHIP OPPORTU- per cent growth in TVRs for NDTV Imagine and How is it an art? The explanation is that a NITY FOR CONTENT.’’ VIVEK MALHOTRA TV Today Network +2:7+(<'2,7 ost channels have enough content only for four Counter programming: a time period is filled A movie channel could play a James Bond film Mhours during weekdays primetime and two hours with a programme whose appeal is different from the or an Amitabh Bachchan blockbuster along with during non-primetime. For weekends, the original opponent’s programme because it is a different genre four-five other movies on a typical day. It could content hours are again limited to four. The rest of or appeals to a different demographic. also choose to show a Bond Special at 9 pm for the day is filled with repeats, fillers, tele-shopping or Dayparting: dividing the day into several parts, each the whole week or the Best of Bachchan at 8pm reaching out to international audiences. The channels of which has a different type of appropriate content for on a particular month. “Packaging always has the that generate optimal ratings are those that spend time potential to gain more than 30 per cent additional that time. Daytime programmes are most often geared GRPs for a channel,” says Sudheer KG, vice on understanding the audience flow and come up with toward a particular demographic and what the target president, programming, History TV18. smart scheduling. audience typically engages in at that time. Look at a genre like factual entertainment. It There are two elements to scheduling - strategic Hammocking: an unpopular programme is scheduled will be difficult for these channels to get fresh and tactical. According to Shailesh Kapoor, CEO, Ormax between two popular programmes - in the hope that content regularly. Discovery, for example, may Media, strategic scheduling is about deciding time slots viewers will watch it. have licensed rights for certain content for, say, for new programmes. ‘‘Tactical scheduling is about Hotswitching: eliminating any sort of commercial five years. And that content will be repeated scheduling repeats and movies, as well as controlling break when one programme ends and another begins. over and over again. The scope for adding new the breaks and the commercial time in the content, to This could get the audience hooked into watching the content in a factual entertainment channel is much gain an artificial boost in the ratings,’’ he says. Some next programme without a chance to change channels. lower than in a fiction channel.“The scheduling of the most popular forms of tactical scheduling are: Stacking: develop audience flow by grouping together team will have to come out with an intelligent Block programming: when the network schedules programmes with similar appeal and sweep the viewer packaging in consultation with the ad sales and similar programmes back to back. It is resorted to in along from one programme to the next. the marketing so that every last bit of content order to keep the viewers glued onto the channel. Stripping: running a syndicated serial every day of helps build the overall GRPs of the channel,” Cross programming: connecting two shows. This is the week. It is commonly restricted to describing the says Sudheer. Meanwhile, in a genre like GEC, achieved by dragging a storyline over two episodes of airing of shows, which were weekly in their first run. intelligent scheduling can create patterns that can two different programmes. Such shows have to have run for several seasons (the change an already established television viewing Bridging: preventing the audience from changing thumb rule is usually 100 episodes) in order to have experience. Consider the following trends. channels during a junction point - the main evening enough episodes to run without significant repeats. breaks where all channels stop programmes and Tentpoling: programmers bank on a well-known CHANGING TIMES shift gear. This is achieved in a number of ways. The series having so much appeal that they can place two ear 2000: Throughout the ’90s, western- channel could have a programme already underway or unknown programmes on either side hoping that the style plots dominated Indian soap operas Y show something compelling at a junction point, run a one in the middle will bring keep the audience tuned in. and weeklies remained the norm. The odd one programme late so that people ‘hang around’ and miss like Shanti (launched in 1994) - from the UTV Special themes: scheduled during holidays or stable - did introduce the idea of daily fiction on the start of other programmes or advertising the next creating theme weeks - such as Discovery Channel’s Indian television but that still remained limited to programme during the credits of the previous show. Shark Week. afternoon slots on DD1. In 2000, however, STAR

afaqs! Reporter, March 16-31, 2012 27 &29(56725< smart scheduling strategy differentiates successful ‘‘THE SCHEDULER HAS the objective of making space for all requirements channels from challengers and goes a long way TO EXHIBIT THE RIGHT from a channel packaging. in garnering GRPs. Identifying the relevant time MATCH BETWEEN HIS The role of the scheduler is slightly different bands and strategic placement within programme LEFT BRAIN AND RIGHT.’’ from that of a content research head or the overall breaks across the day parts of the channel are AMOGH DUSAD programming head. While it is the responsibility critical to ensure visibility for the promotion of a PIX of the programming head to create and drive the new programme (or episode) and create awareness content of the channel - both from a long- and amongst its viewers. short-term perspective - the scheduler has to do It is also an art getting the right integration of more day to day management of the channel as content and packaging. This is what makes some his basis and core responsibility. He is a vital cog shows a more enjoyable viewing experience than in the daily revenue build up for any inventory led others and is a crucial element towards the making organization and hence much sought after by the or breaking of many a channel. Scheduling also sales and marketing teams. Good schedulers need enjoys a slight rephrased definition where it is to have an analytical bent of mind, attention to defined as an art with a science’s responsibility. ‘‘A SCHEDULER HAS detail and a penchant for numbers. Says Krishna Desai, director, programming, TO ANTICIPATE THE South Asia, Turner International India, “Apart AUDIENCE’S AFFINITY PLANNING AHEAD from undertaking data-analysis to decide the TOWARDS THE SHOW.’’ here is an ever-growing need to schedule schedule for a show, a scheduler has to pose KRISHNA DESAI programmes carefully to maximize viewership. Turner International T an ‘anticipatory’ judgment regarding the target India One channel’s gain could mean big losses for audience’s reception and affinity towards the show. another. Also, as digitisation takes root and research This understanding can only come if the scheduler becomes more accurate, the return on investment is passionate enough to be observant about his TG that will help infer what will work and what will will be quickly and easily measurable. It makes the and their mindset,” he explains. not. There has to be a match between the two,” scheduler’s job that much more important. Almost everyone agrees that the person who avers Amogh Dusad, vice president and head, However, there is a counter argument here too. is responsible for this mix has to exhibit the programming, PIX. Currently, the Indian content industry is getting right match between his left brain and the right. into different forms of viewing platforms that “Scheduling has softer elements attached to it like THE RIGHT HEAD are increasingly becoming available to audiences. knowing the exact nature of the content and a feel he scheduling head has to be somebody who Take for instance, DTH, digital media, Internet of what will work and what will not. It is also very Tunderstands viewership trends and is able to and DVDs. Many believe that as media evolves, rational and left-brain driven, with an in-depth follow the migration of audiences across channels scheduling is the one area that takes the hit as understanding of consumer insights and hard data and within the network. He must have an insight people watch when they want and the way they into the overall positioning and focus of the want to. content to create a resonance with the audience. It “With time, not too many people will watch Good schedulers assumes more significance in the case of GECs and live TV, except for events, sports and news. That need to have an analytical movie channels, which are always in a state of flux makes scheduling an operator’s job where all one when it comes to viewership. needs to do is ensure the content is all logged in bent of mind, attention Most importantly, since scheduling straddles and available,” opines Lakshminarayan of Crest, programming, marketing and ad sales, the Madison Media. However simplistic that opinion to detail and a penchant scheduler must have the ability to be an organised may sound, it should give channels and schedulers individual to ensure that the marketing and something to chew on. for numbers. commercial requirements are taken care of within [email protected]

HISTORY TV18 has launched its feed reason behind choosing in Urdu. With this, to launch in Urdu, Ajay the channel will now Chacko, president, A+E The ‘all-inclusive’ Way be available in eight Networks | TV18, says, languages, including “Currently, there are History TV18 is launching its first local Gujarati, Bengali, Tamil, 27 million people who production titled The Greatest Indian along with Telugu, Marathi, Hindi watch Urdu. Therefore, and English. we chose to tap into this CNN-IBN. By News Bureau When quizzed on the space.” The channel will also use the istory TV18, the factual Greatest Briton, the rights of which social platform extensively to create entertainment channel are with BBC. Launched in 2002 direct touch points with its viewers. Hoffering of the TV18 in the UK, the initiative has been Based on its brand positioning Group and A+E Networks joint adopted across 21 countries till date. ‘History Made Everyday’, History venture, is taking the ‘all-inclusive’ As per the format, the show will TV18 has designed an innovative route to tap into and grow the audi- identify, through popular vote, the UGC (user generated content) ence of the infotainment genre. greatest Indian till date (2012) after initiative called History Har Din. The channel is gearing up to Gandhi. “We will thereby shift the Through this initiative, viewers launch its ﬁrst local production editorial powers into the hands of are invited to share images or videos in collaboration with CNN-IBN. the viewer,” explains Ritu Kapur, that capture their life’s biggest Titled The Greatest Indian, the head, programming, AETN18. instances, which they believe show aims to feature India’s best The show will draw a list of 50 were points in time when they known faces. The initiative will names, from which 10 names will truly created history. Entries can look to trigger a national debate be shortlisted and ﬁnally, one will be submitted on HistoryHarDin. on ‘who is the greatest Indian be voted as the greatest Indian. in.com, and the best entries will be after independence?’ The show Furthermore, in a bid to expand telecast on History TV18. format is based on the series, The its ‘all-inclusive’ map, the channel (Top) Kapur and Chacko: going local [email protected]

28 afaqs! Reporter, March 16-31, 2012 1(:63(23/(

SHRIPAD KULKARNI '(),1,1*020(176 CEO, ALLIED MEDIA a course from the Operational and training company called M:Ideas in 1992. Research Society of India, I des- It gave me a holistic perspective of the industry perately started searching for a and taught me that you can’t just be an armchair new job. planner and talk to sales people as if you’re God! This was when I chanced I also realised that in their own way people upon a half-page advertise- working in smaller outfits are more successful ment in Business India, in than so many CEOs of large MNCs. I learnt 1985. It was an ad by Contract both the client perspective as well as the media Advertising that read ‘Required perspective of things. I learnt to be neutral. In the Media Planner’. I didn’t know hindsight, I consider myself very tough mentally what that even meant but the to have taken the decision to launch M:Ideas as credentials they required (such it required me to leave a cushy job at Contract. as the knowledge of statistics, A book that has structured the foundation of econometrics) fit my CV to my life philosophy is Jonathan Livingston Seagull the ‘T’. I went to the British by Richard Bach. Reading it during my M:Ideas Council Library, picked up days was my third defining moment. It formed Simon Broadbent’s book on my life construct and taught me that there is no media planning and tried mak- end to learning. I also learnt that there is one ing some sense of it. I was in critical base level that one needs to achieve - after two minds but typed out my CV passing this you’re on your own and don’t need a anyway. I hand delivered it to ‘light force’ any longer. Establishing connect with my wife Keerti was another defining moment. She holds a masters degree in English Literature and is also from the “Those in the media industry. She is a clear thinker - unlike me - and I’ve learnt clarity of thought from her. She smaller outfits can read people much better than I can and has taught me how to look at a single situation from are more different perspectives. Her influence has helped me tremendously in my professional life. successful than BAPTISM BY FIRE FOTOCORP the CEOs of nother big defining moment for me hap- Apened when I joined Carat Integra as CEO large MNCs.” in 2003. It was my baptism by fire in corporate Stats Wiz life after 10 years of doing things at my own pace. Besides, I entered Carat when there was hripad Kulkarni, CEO, Allied Media, uses his Deepak Raja, the then media director of Contract panic all around. The previous CEO, Meenakshi right brain and left-brain equally in his career. Advertising. By the time I went back home, Raja Madhvani, had quit and the top two clients SThe avid chess player and swimmer takes afaqs! had sent me a telegram asking me to join. This had sacked the agency. I was in the throes of a Reporter through the defining moments of his 27-year- was my first defining moment. political turmoil, too. This comeback made me long media career. stronger and taught me the virtues of patience After dabbling in several odd jobs between my AN IDEA CALLED M:IDEAS and perseverance, and now I have learnt how to masters in Statistics from Mumbai University (in he second defining moment of my life was think straight in an emergency. 1981) and pursuing an MBA from JBIMS and Twhen I started my own media consulting As told to Ashwini Gangal

<< FRQWLQXHGIURPSDJH social media. Commenting on the brands and companies they are asso- enough to just provide a button and expected changes in this behaviour, ciated with but will also be quick to hope that brands and companies will Krishna Kumar, CEO, Media2win, unfollow if they do not ﬁnd relevant lap up the new feature. LinkedIn will Waking up... says, “This development will make it and engaging content.” have to do much more than that to easier for users to follow companies. be seen as a social media company Kulkarnii, general manager, market- Hence, it may boost the popularity of WINNING FORMULA? and not just a recruitment site.” ing, Parle G, says, “The reasons why that feature on LinkedIn. For brands, he challenge as far as LinkedIn As Nair sums it, “There cannot people browse through LinkedIn are having more followers may result in Tis concerned is to incorporate be a comparison between Facebook, more professional than a site like them increasing time and effort on it into the social marketing plans of Google+ and LinkedIn. For the Facebook. Here, a person comes what they do on LinkedIn.” brands. Facebook, Twitter and of other two to scale up to be a pro- to know about job openings in a Bhamidi adds, “By adding this late, Google+ have been actively fessional network is easy; but for particular company or to explore functionality, LinkedIn is of course tapped to spread a brand’s message. LinkedIn to be a Facebook and business opportunities. Companies tapping its database of 2 million LinkedIn, however is a late entrant. Google+ is not so easy. However, I will have to alter the way they reach member companies to provide rel- So, will this prove to be a winning don’t think Facebook and Google+ out to users to sufﬁce the purpose of evant and engaging content for its formula for LinkedIn? It depends on will have the same measure of suc- browsing LinkedIn is.” current member base to get new various factors, believe experts. cess on a professional networking members on board. Users will follow Bhamidi adds, “It will not be aspect as LinkedIn. If the idea is to CHANGE IN SOCIAL MEDIA achieve parity, then all of them have BEHAVIOUR a huge task on hand to change the igital experts also feel that a ‘fol- Digital experts feel that this will change paradigm in which they are being Dlow company’ tab on LinkedIn perceived.” will change people’s behaviours on people’s behaviour on social media. [email protected]

afaqs! Reporter, March 16-31, 2012 29 ,564 IRS 2011 Q4 Gains and Losses A look at how the publications across the country fared in the latest quarter of IRS. By Sumantha Rathore Record Growth in Top 10

nlike the last quarter, Dainik TOP 10 PUBLICATIONS The Malayalam daily had lost Jagran lost 48,000 readers around 50,000 readers in IRS 2011, Q3 2011 Q4 2011 Uin the current quarter of 18000 Q3 as per AIR ﬁgures. IRS. In the previous quarter, the 16000 Amar Ujala is at the No. 5 spot. No.1 daily had recorded a gain of 14000 The Hindi daily also increased its 65,000 average issue readers. The 12000 AIR by a marginal 6,000 readers in Hindi daily claims an average issue 10000 the latest quarter. It had lost around readership (AIR) of 1.64 crore in IRS 8000 55,000 readers in the last quarter but 2011, Q4. 6000 had added 1.44 lakh average issue Constant at the No. 2 spot is 4000 readers in IRS 2011, Q2. Dainik Bhaskar, with an AIR of 1.46 $YHUDJH,VVXH5HDGHUVKLS LQµ 2000 At No. 6 is The Times of India, crore - 18.08 lakh less than the No.1 0 the only English daily to feature in daily. Like Dainik Jagran, the No. 2 the top 10 list of publications. The India Patrika Hindi daily had also added around Lokmat daily, which lost a marginal 4,000 Malayala Rajasthan Hindustan Manorama Amar Ujala

4.95 lakh average issue readers in Q3, The Times Of readers in the last quarter (Q3, 2011), Daily Thanthi Mathrubhumi Dainik Jagran 2011. However, this time, it recorded Dainik Bhaskar added 1.49 lakh readers during this a decline in AIR, a loss of 2.74 lakh in quarter and an AIR of 76.16 lakh in the last quarter. IRS 2011, Q4. The No. 3 position is taken up Hindustan, at No. 3, has an AIR of The Marathi daily, Lokmat, by the Hindi daily from Hindustan 1.2 crore in IRS 2011, Q4. The Hindi displaced the Daily Thanthi from No. Media Ventures Ltd (HMVL), 7 position and has an average issue Hindustan, with an AIR of 1.2 newspaper has been on a constant growth readership of 75.62 lakh, registering crore in IRS 2011, Q4. The daily an increase of 1.24 lakh readers this registered a marginal increase in its spree for more than a year now. time. It had lost 1.57 lakh readers in average issue readership by 12,000. IRS 2011, Q3. The publication had also added 48,000 readers in the last quarter. Showing no signs of fatigue, the Pushed to the No. 8 spot is the Daily Thanthi, Hindi newspaper has been on a constant growth with an AIR of 75.03 lakh - 59,000 readers behind spree for more than a year now. Lokmat. The Tamil daily, despite adding AIR (a At No.4 is Kerala’s No.1 newspaper, Malayala gain of 56,000 readers), could not secure its No. 7 Manorama, with AIR of 99.37 lakh. The daily, rank in the current quarter. It is yet to compensate which is facing indirect competition from The for the loss of four lakh readers it had incurred in Times of India in its home turf, registered a the last two rounds of 2010. marginal gain of 25,000 readers in the latest quarter of IRS. FRQWLQXHGRQSDJH>>

TOI and Hindu: The Big Gainers

n the English language space, The TOP 10 DAILIES readers this quarter, which makes it Times of India (TOI) added 1.5 the third biggest gainer in Q4, 2011. lakh average readers per issue in Q1 2011 Q2 2011 Q3 2011 Q4 2011 The English daily added almost one I 8000 the latest quarter of IRS, 2011. In the lakh readers in the last four quarters. 7000 one year between Q1, 2011 and Q4, The Hindu, at No. 3, is the 2011, the English daily added 1.74 6000 second biggest gainer of the year lakh readers. In the current quarter, 5000 after the TOI. The Chennai-based the newspaper claims an average 4000 publication added 1.45 lakh readers issue readership (AIR) of 76.16 lakh. 3000 in the last one year and 71,000 readers Hindustan Times (HT) continues 2000 in the current quarter. In between, to be the No. 2 English daily of $YHUDJH,VVXH5HDGHUVKLS LQµ 1000 the daily lost marginally only in Q2, the country, with an AIR of 37.91 0 2011 - a loss of 18,000 readers - but it lakh. The gap between the No. 1 compensated for the loss in the next The The DNA Times Times Mirror Deccan and No. 2 dailies continues to be Tribune quarter, with an addition of 92,000 Mumbai The New The New Of India Chronicle Telegraph Hindustan The Times huge, with a difference of 38 lakh The Hindu The Economic readers. HT added around 58,000 Indian Express FRQWLQXHGRQSDJH>>

30 afaqs! Reporter, March 16-31, 2012 ,564 Vanitha Reigns

he Malayalam magazine, TOP 10 MAGAZINES readers since Q1, 2011. Vanitha continues to hold Shifted one step down to No.7 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Tthe numero uno position 3000 position is Malayala Manorama, with among all magazines in terms of its an AIR of 12.06 lakh readers. The average issue readership (AIR). The 2500 Malayalam weekly is the second magazine, though, lost around 2 lakh 2000 biggest loser in the top 10 list of readers since Q4, 2010 - the biggest magazines, consistently registering loser in the period. The current AIR 1500 declines in AIR since Q1, 2011 - a of the magazine stands at 25.16 lakh. 1000 loss of more than 2 lakh readers In the third quarter of 2011, during the period. Vanitha garnered 25.9 lakh average $YHUDJH,VVXH5HDGHUVKLS LQµ 500 The No. 8 spot is taken up by issue readers. In Q1, 2011, the 0 another Hindi title, Cricket Samrat, magazine lost as many as 62,000 registering a gain of 1.70 lakh Today Cricket Samrat Darpan Vanitha General

readers over Q4, 2010, to pocket Malayala readers since Q1, 2011. However the Samanya Saras Salil Manorama Knowledge Pratiyogita Meri Saheli India Today

26.53 lakh readers. While it did try to Gyan Darpan magazine lost marginal readership in Karmakshetra catch up during the second quarter, this quarter (a loss of 5,000 readers), it the addition was only a mere 18,000 is the second biggest gainer since Q4, readers. In the third quarter, the loss 2010 in the top 10 list of magazines - was exaggerated to 81,000 readers. India Today had gained 74,000 readers in registering an increase of more than Q2, 2011, but has lost readers in all other one lakh readers. The Hindi monthly cricket quarters since Q4, 2010 - it’s AIR fell by magazine’s AIR was 11.59 lakh last quarter, in Q3, 2011, recording 23 more than 8 per cent. per cent rise in its AIR during Q2, 2011, after a fall of 6.2 per cent Darpan added as many as 70,000 The magazine claims an AIR of 16.78 during Q1, 2011. readers in Q1, 2011 over Q4, 2010, lakh. At the No. 9 position, is General and 1.27 lakh readers in Q2, 2011 India Today English comes next Knowledge Today, an English over Q1, 2011, which is why the with AIR of 16.11 lakh - a loss of monthly magazine which made its magazine still claims 44,000 more 25,000 readers. way to the top 10 list in last quarter. readers than Q4, 2010. The English weekly gained 74,000 The magazine, with an AIR of 10.92 At No. 3, Saras Salil lost 1.73 lakh readers in Q2, 2011 but lost readers lakh, recorded a growth of 92,000 readers in Q4, 2011. In Q2, 2011, the in all other quarters since Q4, 2010. readers since Q4, 2010. Even in the current quarter, Hindi magazine had gained 94,000 In fact, its AIR dropped by more than Karmakshetra, a weekly Bengali the magazine lost 74,000 average readers but lost 2.71 lakh readers 8 per cent since Q4, 2010. magazine, also made its debut in the readers per issue. since then. Meri Saheli, at No. 6, recorded top 10 list last quarter (Q3, 2011). At No. 2, Pratiyogita Darpan also There is a new entrant at No. a marginal growth in AIR by 4,000 With an AIR of 10.90 lakh readers, lost 24,000 average readers per issue 4. Samanya Gyan Darpan, a Hindi readers. The Hindi magazine lost the magazine, which has been on a in the current quarter. The Hindi monthly magazine, has been around 33,000 readers in Q1, 2011 but has consistent growth path in the last magazine lost 1.29 lakh readers in Q3, for more than two decades but opted been gaining steadily since then. The few quarters, added 2.15 lakh average 2011 as well. However, Pratiyogita for IRS only in the current quarter. women’s magazine gained 1.13 lakh readers per issue since Q4, 2010.

<< FRQWLQXHGIURPSDJH ET, at No. 8, lost 22,000 readers in the current quarter. However, it TOI and Hindu... is still on a high having added 21,000 readers since Q1, 2011. The business readers. daily has an AIR of 7.90 lakh this ABP Group’s The Telegraph is at time. The daily gained 43,000 readers No. 4, with an AIR of 12.73 lakh - a in the previous two quarters of 2011. marginal gain of 7,000 readers since The No. 9 and No. 10 rankers the last quarter (Q3, 2011). have been interchanged between The daily maintained a constant The New Indian Express and The growth during the last one year, Tribune. having added 70,000 readers since HT added around 58,000 readers this The New Indian Express, at No. Q1, 2011. 9, gained 87,000 readers in the last Another South-based daily, quarter, which makes it the third biggest one year, while The Tribune added Deccan Chronicle, is at No. 5 with 16,000 readers. With a gain of 44,000 an AIR of 10.34 lakh. It incurred a gainer in Q4, 2011. readers in this quarter, The New signiﬁcant loss of AIR in this quarter Indian Express has an AIR of 6.37 - a de-growth of 60,000 readers since one year, maintaining its slow and tabloid has an AIR of 8.03 lakh in Q4, lakh readers. Q3, 2011. steady growth chart. 2011 - an increase of 43,000 readers The Tribune lost marginal DNA occupies the No. 6 position, Dethroning The Economic during this period. The daily added readership of 14,000 this quarter but with an AIR of 8.97 lakh this quarter. Times (ET) from the No.7 position 23,000 readers in the last one year. its gain of 32,000 readers in Q3, 2011 The daily added 34,000 readers this is its sister publication, the Mumbai- The tabloid lost 22,000 readers in compensates for the current loss. It quarter and 75,000 readers in the last based tabloid, Mumbai Mirror. The Q2, 2011. claims an AIR of 5.85 lakh.

afaqs! Reporter, March 16-31, 2012 31 ,564

<< FRQWLQXHGIURPSDJH Marathi Magic Record Growth... s per the latest IRS, TOP 10 LANGUAGE DAILIES Constant at No. 9 position Marathi dailies emerged is Rajasthan Patrika, with an AIR Q3 2011 Q4 2011 Aas the biggest gainers in 10000 of 68.47 lakh readers. This Hindi the list of top 10 language dailies. publication, too, lost readers this time Daily Sakal has registered the 8000 - a loss of 71,000 readers. Rajasthan maximum gain in average issue Patrika had lost a marginal 23,000 readership (AIR) this quarter, an 6000 readers in Q3, 2011 and 92,000 increase of 1.27 lakh readers. This readers in Q2, 2011. is followed by another Marathi 4000 The newspaper’s AIR has been newspaper, Lokmat, which gained on a roller coaster for the last few 2000 1.24 lakh average readers per issue. $YHUDJH,VVXH5HDGHUVKLS LQµ Lokmat had undergone a revamp 0 in May, 2011. It’s a rebounce for Malayala Sakshi Patrika Eenadu Lokmat the Marathi daily in this quarter Gujarat Malayala Samachar

Dinakaran Manorama is facing Manorama as it lost 1.57 lakh readers in IRS Daily Sakal Daily Thanthi Mathrubhumi 2011, Q3. Ananda Bazar competition from Daily Sakal claims an AIR of 44 lakh, while Lokmat recorded an TOI in Kerala. AIR of 75.62 lakh. The second biggest gainer among regional The next biggest gainer among language dailies is Sakshi, which has quarters. regional language dailies is Sakshi, It is to be noted that the readership which has grown by 84,000 grown by 84,000 readers. figures do not include that of Patrika readers, taking its AIR to 53.03 (the newspaper is published from lakh, which is about 6.88 lakh readers less than Eenadu. lakh readers. Its AIR in Q4, 2011 is 59.91 lakh. The next Madhya Pradesh and Chhattisgarh Tamil newspaper Daily Thanthi witnessed a gain of among losers is the Bengali newspaper, Anandabazar by this name). 56,000 average issue readers in this quarter. The AIR Patrika - which registered a loss of about 50,000 average The No.10 spot is taken up by of the newspaper stands at 75.03 lakh. The Malayalam readers per issue in the latest quarter. Anandabazar another Malayalam publication, newspaper Mathrubhumi added another 36,000 readers Patrika has an AIR of 60.49 lakh in the current quarter Mathrubhumi. in Q4, 2011, taking its AIR to 66.66 lakh. (IRS 2011, Q4). The newspaper has an AIR of The Malayalam daily Malayala Manorama recorded The daily from the stable of Sun Networks, 66.66 lakh readers as per the latest a growth of 25,000 average issue readers in the latest Dinakaran, lost 26,000 average issue readers in this IRS figures (2011, Q4). quarter of IRS, with an AIR of 99.37 lakh. quarter. The Tamil publication has an AIR of 52.27 The No.2 Malayalam newspaper However, it lost around 50,000 readers in IRS 2011, lakh. added 36,000 readers in the current Q3 as per AIR figures. Meanwhile, Gujarat Samachar lost around 17,000 quarter. It had lost 60,000 readers in Among the biggest losers is Eenadu, which lost 1.1 readers. Q3, 2011.

SAHARA ONE spots will be priced at about `6,000. chose to take on the new strategy, Furthermore, the 10-second spot Gunjan Rege Karkera, business head, for Vikram Bhatt’s Haunted Nights broadcast media (entertainment), Selling spots (11 pm) and Yeh Kaali Kaali Ratein Aidem Ventures, says, “The increase (11:30 pm) will be priced at `5,000 in ad rates was necessitated by the Sahara One will charge fixed ad rates based on and `4,500, respectively. Interestingly, rising cost of talent, increased cost as the channel shifts gear from RODP of production, spiralling marketing primetime show performances, instead of ‘run of to a fixed spot strategy, the ad revenue expenditure and wider distribution daypart’ (RODP) based sales. By Anindita Sarkar earnings by Sahara One will increase platforms.” Aidem is the exclusive three-fold. ad sales representative for the Sahara When quizzed on why the channel bouquet of entertainment and movie ahara One, the Hindi general channels. entertainment channel (GEC) She adds, “Owing to this, Sahara Sfrom the Sahara bouquet, has One’s advertiser base has widened decided to adopt the fixed spot strat- substantially. We have got several new egy with immediate effect in a bid to brands on board this year and we up its advertising revenue by 30 per look forward to adding more. Besides, cent in the next one year (by March owing to our wider distribution 2013). The channel, now, generates However, now, the fixed rate chart network, the advertiser benefits from about `55 crore through ad revenues. will vary between `4,500-10,000. a lower cost of reaching 1,000 people. Consequently, Sahara One will While for its flagship property This rate increase is a part correction stop selling spots to advertisers on Jay Jay Jay Bajrang Bali (8:30 pm, in lieu of this growing network.” RODP basis and instead charge fixed Monday to Friday), the ad rates have For the record, Sahara One touched ad rates for its 10-second spots based been fixed at an estimated `7,500, for the 52 GRP mark (52.8 GRPs) for the on its primetime show performances. Jhilmil Sitaron Ka Aangan Hoga at 9 pm, week ended February 25 (C&S 4+, According to industry estimates, the 10-second spot will be sold for HSM, TAM) after a gap of over three the RODP for Sahara One stood approximately `7,000. Meanwhile, years, reaching out to 51.1 million anywhere between `1,500-1,800 for for Niyati (at 9:30 pm) and Tujh Sang viewers in Week 8. a 10-second spot during 6 pm-12 am. Preet Lagaai Sajna (10 pm), the ad Karkera:it is the cost factor [email protected]

32 afaqs! Reporter, March 16-31, 2012

1(:622+ BAUSCH & LOMB Picture Perfect The eye care brand rolled out a two-week OOH campaign across five cities to promote its high- definition contact lens. By Jhumur Nandi

ausch & Lomb recently launched high-definition (HD) contact lenses which provide Bbetter clarity of vision. In a bid to position the product, the eye care brand rolled out a two- week out of home (OOH) campaign executed by Laqshya Media. As a part of the campaign, the agency created two 30X15 feet innovative billboards in Delhi. The billboards highlighted the concept of clear vision using HD lenses. In the billboard, a 3D contact lens was constructed as a round protrusion. The protrusion was placed partly over the message, ‘Blurred vision’. The part of the message under the lens was clearer than the other part, to highlight the clear vision concept of HD lenses. It was back- lit at night to grab attention. The billboards were easily noticeable on MG Road going towards Gurgaon and also near All India Institute of Medical Sciences (AIIMS). the premium segment, therefore the selection of The agency used various outdoor media for- The campaign had the the media format as well as the location were of mats such as billboards, unipoles and mall facades utmost importance, apart from painting the town for the campaign, which kicked off on February dual objective of brand- blue.” 17 and continued till March 3. It was spread across He adds, “We carefully analyse the strategy of Delhi/NCR, Mumbai, Bengaluru, Hyderabad and ing and positioning. various lifestyle products, draw some conclusions, Chennai. share it with the client and based on its feedback, Atul Shrivastava, COO, Laqshya Group, says, tact lenses had a two-fold objective - of branding prepare a plan.” “The OOH campaign of Bausch & Lomb con- and positioning. The company’s products are in [email protected]

GUJARAT TOURISM The Regional Touch Investing 2 per cent of the total ‘Khushboo Gujarat Ki’ campaign budget, Gujarat Tourism has branded an entire Metro train. News Bureau

s a part of its ‘Khushboo showcases posters, highlighting SUSHIL KUMAR Gujarat Ki’ cam- the tourist places in Gujarat, and Welcome act Apaign, Gujarat Tourism also features brand ambassador, Development Corporation branded Amitabh Bachchan. The creatives number of tourists in this quarter.” an entire Reliance Metro Airport are designed by Ogilvy & Mather. According to Mittra, about `1.4 Express train in Delhi. The train The estimated spends on the crore was spent on branding the train. He reveals that if the campaign produces the expected results, it may be extended to include more Metro trains. They have also put up Mittra: exponential increase billboards all across Delhi. campaign for the next three months The state receives about 20 mil- is about `38 crore, against a total lion tourists each year. Maharashtra budget of `70-80 crore for one year. has the maximum number of tour- Vipul Mittra, principal secretary, ists in the country, while Delhi tourism, Government of Gujarat, attracts the third highest number of says, “The Kutch district has seen tourists, after West Bengal at No.2. an increase about four times in To attract tourists, the corpo- the number of tourists, whereas ration also targets Kolkata with the Junagad district has witnessed regular road shows. Mumbai is the about 100 per cent increase in the next target to promote Gujarat as an number of hotels. We expect an attractive tourist destination. increase of about 7-8 per cent in the [email protected] SUSHIL KUMAR

34 afaqs! Reporter, March 16-31, 2012 32,1762)9,(: Are Ads Showcasing the Endorser’s Personal Life More Impactful? Whether it is Yuvraj Singh talking about uncertainty or Shilpa Shetty playing her pregnant self, advertising has gone personal. Do such ads have an impact? By Shibani Gharat

-26<3$8/ -,7(1'(5'$%$6 $*1(//2',$6 -$*'((3.$3225 Chairperson and CCO, BBDO India Sr. VP, Head, planning, McCann Erickson Co-founder and CCO, TapRoot India MD, Samsika Marketing Consultants SUSHIL KUMAR SUSHIL KUMAR PAVITR SAITH FOTOCORP IT IS A REALITY SHOW WHEN YOU TALK THE EXAMPLE OF THERE ARE THREE IN 30 SECONDS. IN ABOUT A CELEBRITY’S YUVRAJ SINGH IS A THINGS THAT MATTER A REALITY SHOW, PERSONAL LIFE TO COINCIDENCE, BUT FOR SUCH TYPE OF CELEBRITIES SPEAK ENDORSE A PRODUCT THERE IS NOTHING ADS - CONSENT, ABOUT THEIR PERSONAL OR A SERVICE, IT WRONG IN IT. RELEVANCE AND LIFE IN THE OPEN WHILE MAKES THE ENDORSE- ADVERTISERS USUALLY GOOD TASTE. THERE IN A TVC, THE ENDORSER MENT MORE REAL CHOOSE AN ENDORSER IS NO QUESTION OF talks about her personal life, and increases the credibility of if the personality of a brand ethics if the ad that features in the context of a brand. The the endorsement. In India, the matches that of the endorser. the personal circumstances of a more personal it gets, the bet- life of a celebrity is a part of our For instance, John brand endorser has that respec- ter it is for the show. everyday conversation. Hence, Abraham’s love for bikes is tive brand endorser’s approval. If Similarly, when endorsers we can relate to the ad when we very well know, hence he the endorser is fine with sharing speak about their personal life, see it. will be brought on board his/her true personal life experi- while endorsing a brand, it I see it as a cultural shift. We to endorse a bike brand. It ences, why should we mind? If adds to the reliability quotient have seen something similar hap- is best for the advertiser to the ad is done without the con- of a brand. Even through web pening abroad. But compared to chose an endorser with a sent of the endorser, then it is or social network, there is a other nations, we respect the pri- personality trait or situation not right. lot more that gets revealed vate life of our celebrities more. that is closest to the brand Both the brand and the expe- about a celebrity’s personal On the other hand, celebrities in question. Bad advertising rience should find relevance in life. It is all a result - as well themselves are updating their would be to bring on board each other. As long as the real as a part - of the environment fans about their personal life on some endorser, whose real life experience is relevant to the that we live in. social media such as Twitter or life situation is contradicting a brand and adds on to the credibil- There is clearly an Facebook. Hence, there is a larg- brand’s promise. ity of the brand, it is absolutely increased amount of exposure er sense of openness and shift. In the case of PregaNews, okay. and nakedness, in terms of If you ask me, the Yuvraj ad for instance, they could not All said and done, the ad discussing one’s personal life. makes me a little uncomfortable. have had a celebrity who has should be in good taste. If it is in But I feel it is perfectly ethical never been pregnant – though bad taste then consumers do not for brands to speak about an they could have done it with take it well. endorser’s personal life. What a model. Bringing on board is unethical is when a celebrity an already pregnant Shetty endorser promotes a product but was the best decision that the does not use it in real life. brand could have taken.

afaqs! Reporter, March 16-31, 2012 35 1(:622+ INDUSIND BANK Making a Splash The bank has rolled out a two-month OOH campaign - as an extension of its television commercial - across 25 cities, 394 outdoor sites and 100 radio cabs each in Delhi and Mumbai. By Jhumur Nandi

ndusInd Bank’s three new offerings give a new visage to the traditional banking services. ITaking these services close to the consumer, the bank has launched a promotional campaign across various media such as television, out-of- home (OOH), digital and radio. The new services include Cash-on-Mobile, which enables a person to withdraw cash without a card at IndusInd Bank ATMs; Direct Connect in which the customer can speak to the phone banking executive directly; and Quick Redeem Service that enables one to redeem the credit card reward points on the spot. The outdoor creatives are the print versions of the television commercial (TVC). Executed by Laqshya Media, the OOH campaign had been carried out over 394 different outdoor media All over the place units including bridge panels, bus branding, ﬂag poles, kiosks, glass facades, street furniture, sites have been placed near the bank’s branches mobile vans and bus shelters, along with 100 and at speciﬁc locations that lead to the branches. radio cabs each in Delhi and Mumbai. The brand approach, on the other hand, highlights the three new services offered. Atul Shrivastava, COO, Laqshya Group, says, “The currency notes of your choice, 6 per cent interest on savings accounts and operating the ATM without a card are the clear USPs drawing a lot of attention from the existing and prospective customers.” Mohit Ganju, head, marketing and commu- The campaign is spread across 25 cities nications, IndusInd Bank, says, “OOH is the including Delhi, Mumbai, Bengaluru, Ludhiana, second most important media after television, so Jalandhar, Chandigarh, Amritsar, Bhopal, we launched a TVC along with an OOH cam- Guwahati, Bhubaneswar, Indore, Gangtok, paign across 25 cities.” Patna, Ahmedabad, Vadodara, Surat, Rajkot, The campaign has been divided into two parts Jaipur, Udaipur, Lucknow, Nagpur, Pune, Kochi, - tactical and brand approach. The tactical part Coimbatore and Thiruvananthapuram. Shrivastava and Ganju: outdoors strategy focuses on brand awareness. For this, the outdoor [email protected]

FORD FIESTA manual car rather than an automatic one, as they have a certain kind of understanding about an automatic See it For Yourself vehicle. To prove that these beliefs are just myths, we decided to give The communication strategy, revolving around the people a first-hand experience at the F1 track, one of the best tracks to idea of ‘real people, real experiences’, saw Ford drive a car in the country.” India bringing the Fiesta experience to the Buddh The campaign, conceptualised by Global Team Ford and Blogworks, International Circuit. By Anushree Bhattacharyya was driven through social media platforms such as Facebook and Twitter. o promote the newly intro- of ‘Real experiences’, the initiative With Ford India, what started as duced automatic version of provided first-hand experience of one small step seems to have grown Tthe Fiesta, Ford India has driving the Ford Fiesta Automatic into a complete communication launched a communication strategy and featured people who make an strategy. Last year in August, the that captures ‘real life’ experiences. impact on society, including influ- company had launched an initiative, On March 3, the company carried ential businessmen, photographers, ‘The Fiesta Experience’. Soon after out an initiative, called Fiesta Hot bloggers, writers and fashion design- this, another initiative, ‘Discover Wheels, at the Buddh International ers. Smart Drive’ was introduced to Circuit (also known as F1 track) in Nigel E Wark, executive director, promote the then newly launched the National Capital Region. sales and marketing, Ford India, says, Based on the fundamental idea “People in India prefer to drive a FRQWLQXHGRQSDJH>>

36 afaqs! Reporter, March 16-31, 2012 352),/( _1(:6 SOUMITRA KARNIK I NATIONAL CREATIVE DIRECTOR I DENTSU INDIA DLF IPL Time to Settle Your Scores Family Ads for IPL Season 5 have started doing the rounds. afaqs! Reporter explores Business? the communication spurt. By Ashwini Gangal

re-IPL fever is catching on and a large slice of the credit ought to Pgo the ﬂurry of communication that has begun hitting TV screens. Ads for both SET Max, the channel that will air the series, as well as for the IPL, the channel’s prized property, have started creating waves. With an idea that deviates from last year’s Bharat Bandh campaign, JWT has SUSHIL KUMAR created a four-ﬁlm ad campaign for Max,

By Anushree Bhattacharyya Percept as creative group head. The Delhi office of the agency had just started functioning, and he oumitra Karnik, Dentsu India’s national crea- was part of the core team. “At Percept I worked on tive director feels that had his grandfather not a lot of financial advertising, but after a while got Sbeen in advertising (in Lintas, now Lowe), he bored,” he says. While working at Percept, Karnik’s wouldn’t have been in the profession. dream to work in Lintas became a reality. Karnik who lived in Saket, a south Delhi colony, Interestingly, he declined the offer and joined suffered from car sickness. After completing high Rightangle, a boutique agency set up by former school, he took admission in College of Vocational HTA (now JWT) employees in Hauz Khas Village. Studies in South Delhi. “A basketball player, I got “I really liked the place - it comprised young people in through the sports quota and opted for travel with dreams in their eyes.” At the agency he was Ads for both SET and tourism. While I missed attending a regular part of the team that launched Domino’s Pizza in college, I had a great time and made many friends,” the country but eventually the agency folded up Maxand IPL have says he. However he failed in History in his final and Karnik moved on. year exams, and after that never He went back to Lintas in 1997 started creating waves. returned. where met Losang Gyatso from Karnik, who was quite clear BBDO New York. Gyatso hired with Aisa Mauka Aur Kahan Milega as its that he wanted to be a copy- him as the associate creative direc- tagline. writer, tried hard to make it in “At JWT, I tor. “When I moved to Lintas I Bobby Pawar, chief creative officer the big world of advertising. realised that there was a pattern and managing partner, JWT India says, His grandfather would not play matured and emerging in every movement I “This year, the campaign brings out how godfather, however, and he was made. What worried me was that IPL-viewers bond over the infectious- unable to find his way in without learned never I was not able to settle down,” ness of T20. The films are funny in a ‘life a struggle. In 1991, he joined remarks Karnik. observational’ way,” he says, adding that Pace Advertising, a small ad out- to fall in In 2000, he moved to JWT, the recent films intend to move people. fit, run by a husband-wife duo where he spent the next 11 years. Insisting that the humour used in this in Saket. “I spent a year there, love with my He worked under Anuja Chauhan year’s campaign lies in a relatable space earned a stipend of Rs 500, and (the former executive creative as opposed to last year’s over-the-top did everything apart from writing. ideas.” director) on the Pepsi account. At humour, Steven Mathias, associate VP They had retainers to write and JWT, Karnik got the freedom to and senior creative director, JWT, says, I used to sit there thinking that I work in his own style and learn “We wanted the IPL to have more cred- could write much better,” recalls and adapt new thoughts. “While ibility and touch people’s lives.” Karnik. With no copywriting work coming his way, I enjoyed my time, I also saw many ups and downs Priya Pardiwalla, VP and senior crea- Karnik left the agency. both on the brand as well as on the category. At tive director, JWT, says, “The insights It was an accidental meeting with Navin Gaur JWT I matured and learned never to fall in love used and the stories depicted in the films (now executive director at Lowe and Partners) with my ideas,” adds Karnik. The agency taught are drawn from real experiences.” at a traffic signal in Delhi’s Defence Colony that him how to tackle big marketing problems “because The channel has upped its ad spends actually initiated Karnik’s journey in the field of as a rookie writer I always asked what is wrong in by 20-25 per cent in comparison to the copy-writing. “During our conversation I asked if my ideas. JWT taught me that I have it in me as a spends for last year’s pre-IPL campaign. he was looking for a copywriter and, as luck would writer.” Besides JWT’s campaign for Max, have it, he was. I joined Anubhuti Advertising in At Dentsu, Karnik will partner Rohit Ohri Ogilvy’s TVC for the IPL has been 1992,” Karnik adds. (executive chairman, India) on various projects. After spending about two year, he moved to [email protected] FRQWLQXHGRQSDJH>>

afaqs! Reporter, March 16-31, 2012 37 INTERVIEW > D RAJAPPA, N PADMAKUMAR & GAUTAM TALWAR Rebuilding Rediffusion

After two tumultuous years, Rediffusion - Y&R seems to be coming into its own. Its new businesses and a talent pool that’s impressive, signal a turnaround of sorts. Excerpts from an in-depth with D Rajappa, president; N Padmakumar a.k.a Paddy, national creative director and Gautam Talwar, chief strategy ofﬁcer. By Devina Joshi

he year 2010 could have easily been the walking into the office on your first day, Talwar: Yes, but as Rajappa says, the ‘bad times’ beginning of the end for Rediffusion after Rajappa? were more talk than reality. There’s no question Tit lost two of its biggest businesses, Airtel Rajappa: Looking back, I wouldn’t say everything that Airtel was important. But we won MTS right and Colgate, and its major top level management, was amiss. It was a running agency, a huge entity after that. all at one go. In the eye of the storm, and amidst with over 500 people. Losing a couple of clients reports writing the agency off, came a leadership or people didn’t put the entire agency in a state of Padmakumar: If a violent incident happens in a structure and a vision that not only seems to have disarray. And, it was not that I was walking into country far away, people living outside think that brought the agency back from the brink, but also completely unfamiliar territory, having worked the entire nation is shrouded in turmoil and chaos. looks to take it back to its former glory. with the group earlier. Most of what you defined The truth may simply be that certain pockets suf- In 2011, Rediffusion managed to pick up a was really overblown by the media, but it didn’t fered. The same was true for Rediff after losing decent set of businesses, hired an interesting mix bother me too much. Airtel and Colgate. of people and also rebuilt its reputation painstak- Look at the lineage of this organisation. Since ingly, but with dignity. The agency witnessed an 1973, Rediffusion has been a consistent entity that Rajappa: I’d disagree that Rediff relied solely on unprecedented 50 per cent increase in topline has built enduring brands. We have been adding Airtel. In fact, Rediffusion spawned many Airtels. revenue last year, fuelled by both organic and value to client partnerships, and have been a tal- We have a base of 100-odd clients and each one inorganic growth. ent powerhouse. The independents who have set is valuable for us. Yes, Airtel would have been Here’s the Rediffusion-Y&R turnaround tale - up their own entities have, at some point, been the most visible brand at that point in time and, straight from the horses’ mouths. through Rediffusion. The organisation has been therefore, could well have become the face of the strong in terms of meritocracy as well as fostering agency. But, some of the most iconic brands and Rediffusion faced some uncertain times with an entrepreneurial bent of mind. lines that are fresh in people’s memories come big-ticketbig-ticket llossesosses sucsuchh as AirtelAirtel ThThee challengechallenge was more aboutabout going backback to ffromrom tthishis agency. ((aa ` 400-crore account) and tthehe basics, and settingsetting thingsthings right.right. CColgateolgate in 2010 - Talwar:Talwar: Yes, people still remeremember ‘The Zing bbrandsrands that were BButut Airtel was synonymoussynonymous with thing’,thing’, ‘When yyouou think of colcolour,ou think of us’ or houhousedsed ththereere RRediffusion,ediffusion, and pepeo-o- ‘Give‘Give me Red’. Rediffusion has enjoyede very long for so long. pleple had written termterm relationships. Let’s not discountdis that, be it What was thethe agencyagency thethe UB Group or Tata (over ththreer decades). your iimpres-mpres- off afterafter thatthat ssionion aafterfter loss...loss... Rajappa:Rajappa: TheThe fact tthathat Tata has assigned its eentirentire brand health and PR mandatem to us in a ttie-upie-up with Edelman shows the level of trust tthehe agencagencyy has earned.

People had startedst judging RRediffusionediffusion oon the basis of thethe lastlast coupleco of cam- paignspaigns - which weren’t reallyreally goingg anywhere - for Airtel. Many claimedclaim that Rediff waswas losing direc- tition.on Was it? Padmakumar:Pa I jojoinedi Rediffusion in December, 2010.2 It isn’t really differentd for the creative depart- ment, from what it was for the entire agency. There was a

FOTOCORP lotl of work to be done.do It was a per- ceptioncep issue, yes.

Rajappa:Rajappa There was a bit ,17(59,(: of a churn around that time on the getting it going once again. Rigour, rewarded with two new brands, Izod only true capital that agencies have creative front. People were moving. direction, eye to detail, implementa- and Gant, from the same stable. After is people, so that’s the first bit I am That had to be addressed and, with tion and a lot of real work is what we picked up MTS’ mainline busi- addressing. We have spent the last Paddy at the helm, we did address it. we’re looking at. ness, it also awarded us the digital year getting a robust strategy team in A few people may have left in a 500+ mandate. place and hope to hire several more. organisation. That isn’t too much of Rajappa: Planning is a key area of Last year, we picked up 15-20 This time, it will be from institutes a hit, but it may have looked that way investment and focus for us. If we are businesses across different offices. such as MICA and the B-schools. because it happened at one go. to build enduring brands, we have to There was Emami out of Kolkata We’re going back to the basics. We’re ensure they are rooted in sound plan- (Boroplus and Zandu). Down South, ensuring that anyone who walks out Talwar: Yes, and it doesn’t take time ning and strategy. we got TVS Srichakra and Reliance of Rediffusion is a fully-rounded for people to call it an exodus. Jewels. We retained ITC, and won professional in advertising. How well has the ‘slow and biggies like SBI Mutual Funds and Secondly, there is a knowledge Considering that the agency management activity that we are hadn’t been doing well on the creating with the help of a beau- awards front, how difficult was tiful global Y&R technique called it to convince people to join the ‘Exploring’, which goes beyond agency in the creative depart- focus groups and gets real insights ment, Paddy? from real interaction with real peo- Padmakumar: In boxing, the first ple. It’s based on the fundamental step is to assess your opponent. You theory that if you want to know how need to know how fast he can evade the lion hunts, don’t go to the zoo, go and how hard he can hit. It’s pretty to the jungle. I drove the Tata Nano much the same for me. One comes for a long distance to get a feel, a gut in, assesses the situation and under- instinct about it. That’s an example. stands what one is taking on. One has Another area of focus is the Brand to understand the team. There was a Asset Valuator tool, which will help reservoir of talent, some unsung. us anticipate problem areas for our I also had to assess the kind of clients and minimise risks for them. awards we were entering, taking calls N Padmakumar (Paddy) D Rajappa Gautam Talwar Teams, processes and tools - those FOTOCORP on whether to enter or bring the that need to be imported from the awards scenario back in focus for global pool - are areas I’m looking at. Rediffusion. It’s not about grabbing The agency witnessed an attention, but grabbing affection. Rajappa: Strategy cannot be an arm- The bottom line was to take care of unprecedented 50 per cent increase in chair management exercise for us, the real work, and the awards would like Gautam said. flow in. topline revenue last year, fuelled by Padmakumar: The first eight Ramanuj Shastry, Mahesh both organic and inorganic growth. months of my time here were spent Chauhan, Meenakshi Achan, understanding the people, the atmos- Sagar Mahabaleshwarkar, Nisha steady’ strategy worked for Rediff Lafarge in the beginning of 2012 - all phere and the processes. With the Singhania, Anisha Sarin, Arvind in 2011? What has been the busi- despite stiff competition. And, then kind of ideas generated in client pres- Mohan - the last few years saw ness model that you based 2011 there is Tata’s PR mandate. The entations, there was an increasing many key exits from Rediffusion. on? losses that you mentioned in 2010 sense of a vibrant atmosphere here. What were the first steps you Rajappa: I will say that we were very get dwarfed by the achievements in Genuine intention is palpable, and took to stem the flow? aggressive in the marketplace, not the last year. We have almost doubled transcends right across the agency. Rajappa: There is enough talent slow and steady. our base since then. Now, the affirmation has come in. within the agency. Amitava Sinha, The best of the vendors, the best of who was heading the East, also took Talwar: Clients are dispassionate Apart from the two recent filmmakers and the best of the talent on the South as COO. He has been and very clear on what they want. alliances (TME-MPG and in this industry are treating us as a with the agency for seven to eight What is paramount to them is the Rediffusion-Edelman for the destination of choice now. “Hey, can years. Neville Medhora, who has kind of understanding and work we Tata Group’s PR), are there any we meet up?” is what we’re hearing been in the system for four years or bring to the table. They need to feel M&As on the cards for the agen- from industry folk, who were not so, took over from Nisha Singhania. that they are in safe hands. cy? saying so earlier. Right now, we have Today, the environment is really Rajappa: It would be premature around 100 people in creative. It was different, and that’s where I become Rajappa: We have gone about build- of me to talk of any other alliances a little more when I had joined, but the conscience keeper. We believe ing a strong team in every office of at this point, but it should suffice we’re pretty much well manned. in having an organisation without ours, with strong planning, servic- to say that we believe in the Rediff silos, practising collaboration inter- ing and creative departments. All philosophy of ‘Best alone, and bet- Rajappa: Our focus area will contin- nally and with client partners. The of them come together like a fist. ter together’. We’re open to the idea ue to provide the best environment implementation of that vision is what I would say we are an antithesis to when there is an opportunity to to young blood for ideas to flourish I focussed on after taking over. the way the industry works. Unlike add value to our clients’ businesses and produce the best work for our other agencies, we are not led by a through such collaborative alliances. clients. We’re not so worried about Are Mohan’s shoes easy ones to particular individual. the outcome. fill for you, Gautam? How has it When I came in, our first commit- It would be lovely if the three been, shaping the planning prod- ment was to cater to the clients we of you could individually share Padmakumar: The three of us uct of Rediffusion? were working with and to let them your agenda for 2012, concerning know each other rather well and Talwar: His are certainly not easy know that they were our first prior- Rediffusion-Y&R. the tuning is absolutely fantastic. shoes to fill. But the fact is that there ity. We saw a lot of organic growth Rajappa: Let Gautam start on this We will not second-guess what the was a lot to be done. Now, we have a coming from our existing clientele. one, he has a lot to say! (Laughs) world thinks of us. We will just do full-fledged planning team of 19 peo- The Arrow campaign, for instance, our best. ple, and we’re still hiring. It’s about did well for the client and we were Talwar: (chuckling) Ah, yes. The [email protected]

afaqs! Reporter, March 16-31, 2012 39 40 afaqs! Reporter, March 16-31, 2012 MATCH RESULTS

DELHI MATCHES

M§ GroupM (B) YHUVXV Blazar (GroupM (B) won by 23 runs)

M§ Madison YHUVXV Mudra (Mudra won by four wickets)

M§ Dentsu YHUVXV Blazar (Dentsu won by 23 runs)

M§ Turner YHUVXV Global Team Ford (Walkover for Turner since Global Team Ford didn’t turn up) MUMBAI MATCHES

M§ First Quarter Final - Karmatech Mediaworks M§ Regional Semi Final - DDB Mudra YHUVXV Multi YHUVXV Times Internet Screen Media (Walkover for Karmatech since Times Internet didn’t (Multi Screen Media won by three wickets) turn up) M Regional Semi Final - Bates YHUVXV UTV M§ Second Quarter Final - Draftfcb Ulka YHUVXV (Bates won by 10 runs) NewsX (NewsX won by three runs) M REGIONAL FINAL Multi Screen Media YHUVXV Bates M Third Quarter Final - Interactive Avenues YHUVXV (Multi Screen Media won by 39 runs) GroupM (A) (GroupM (A) won by two wickets)

M Fourth Quarter Final - Dentsu YHUVXV Mudra Max (Dentsu won by 54 runs)

M Regional Semi Final - Draftfcb Ulka YHUVXV Karmatech Mediaworks (Karmatech Mediaworks won by six wickets)

M Regional Semi Final - Dentsu YHUVXV GroupM (A) (GroupM (A) won by four wickets)

M REGIONAL FINAL GroupM (A) YHUVXV Karmatech Mediaworks (GroupM (A) won by seven runs) AMCL DELHI PHOTOS BY SUSHIL KUMAR

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afaqs! Reporter, March 16-31, 2012 41 %<,19,7$7,21 Some of India’s well-known professionals write on issues that they feel passionately about

RUPERT BRENDON Getting it Right

avid Ogilvy’s axiom that effective. clients get the advertis- In 2011, WFA enlisted the help ing they deserve has long of Aprais for a survey that revealed been understood in agen- that only 50 per cent of companies Dcy circles to mean that the client held (spending over $500 million annu- the key to the kind of work the agen- ally on marketing) genuinely have cy could create. In Confessions of an a two-way process of client-agency Advertising Man, Ogilvy gave advice evaluation (almost all were among on how to get the best work from the largest with a marketing spend the agency - and 10 of his 14 points of over $2 billion). Few use a genu- were on managing the relationship. ine four-way, 360-degree process so But there was no proof of what every both parties self assess their perfor- agency staffer understood implicitly; mance; many admit that a two-way everyone knew which accounts to process is in place, but the reality is try the hardest to get on, and which that the focus is on the agency per- to avoid. formance. When we competed to work on Analysis of the Aprais database accounts, it wasn’t because they were has shown that ‘strong’ clients can “nice” to the agency (on the contrary, receive up to 33 per cent better out- they often worked us like sled dogs) put from their agencies compared but because the esprit de corps was to ‘weak’ clients (8,000 relationships the best. Typically, that traced to were evaluated over 11 years across decisive clients with vision, and the industries, geographies and agency professional way they approached types). every task. There will always be clients who Aprais’ analysis of the 8,000 say “our system and people are in rounds of marcom evaluations in its $IHZXVHDIRXUZD\GHJUHHSURFHVVVR place - you will just have to make database indicates that the relation- them work”. Others will realise that ship between client and agency is ERWKSDUWLHVVHOIDVVHVVWKHLUSHUIRUPDQFH there is new proof that it is their interdependent - that is, the perfor- own behaviours that are the key to mance of one has a major impact on unlocking significant improvements the other. It has also determined four and good work is recognised and By contrast, we also had clients for in agency output. key drivers for success: defended internally. which our employees felt they had Frank Palmer explained once how UÊ "ÛiÀ>Ê Li >ÛÕÀ\Ê ViÌÊ ÌÀi>ÌÃÊ Many years ago, as the CEO of been sent to the salt mines, with Palmer Jarvis did very pedestrian the agency as a business part- DMB&B (a role I held from 1978 to measurable negative impact on staff work for Richmond Savings until a ner and is attractive for the best 1994), I was struck forcefully by the turnover, quality of work, re-work charismatic new CEO, Kirk Lawrie, agency talent. impact of a request from a marketer to and business results. arrived and gave them an inspiration- UÊ Àiw}\Ê ViÌÊ LÀivÃÊ >ÀiÊ V- see all the work we did for our other Both the Association of National al new brief and creative freedom, prehensive and precise; briefs are clients so he could judge for himself Advertisers (ANA) and the World which resulted in a CASSIES winner final and represent a unified client whether his company was getting the Federation of Advertisers (WFA) have and a famous campaign, ‘We’re not and agency view. best out of our shop. This client held conducted surveys to measure com- a bank. We’re better,’ proving that UÊ /}\Ê ì>ìÃÊ >ÀiÊ Ài>Ã>LiÊ quarterly top-to-top meetings, fed our munications agency performances. clients do indeed get the advertising and the client is accessible for agency all the data they had, and cel- In 2009, the ANA found that while they deserve. meetings and phone calls. ebrated mutual success. 92 per cent of firms in the US con- UÊ ««ÀÛ>\Ê ViÌÊ >««ÀÛ>Ê «À- We had no problem recruiting duct formal agency evaluations, only The author is managing partner, cedure is clear, swift and final, the strongest people in the industry. 22 per cent are seen as extremely Aprais Canada.

<< FRQWLQXHGIURPSDJH Next similar activity called ‘Swap my the company has proved that people keeping in focus the main idea, ‘real car’ was launched by the company in have a tendency to trust word-of- life, real experience’, as this provides Delhi, Mumbai and Chandigarh. In mouth, suggestions made by friends, authenticity to the communication.” See it for... this case too, those who drove Figo colleagues, next door neighbours and The company celebrated the sec- were given the option to swap their relatives, rather than believing in a ond birthday of Figo on March 9 and hatchback, Figo. The campaign fea- old or new car with Figo. Both the cine star promoting a product. The has rolled out another activity, based tured four real life participants who activities were later turned into tel- cine star factor appears more super- on the core concept of providing real drove from Chandigarh to Chennai evision commercials. ﬁcial than real. “Therefore, all our life experiences. and shared their driving experiences. According to Wark, research by communication is being designed [email protected]

42 afaqs! Reporter, March 16-31, 2012

1(:63(23/(

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

MAINLINE MEDIA reative agency McCann ioneer Channel Factory appoint- head, Oye! 104.8 FM, the radio offering CErickson roped in Ped Saravanan P as chief executive of TV Today Network (TVTN). Prior to Dhiren Amin as group plan- officer (CEO) to lead the net- this, she was working with Big ning director. Amin joins work’s broadcast business - it CBS Networks as vice-president, from Bartle Bogle Hegarty operates the music channels M sales. Kaul will report to Joy (BBH) Mumbai, where Tunes HD and Music Xpress Chakraborthy, CEO, TV Today he was brand partner. At - and implement the network’s Network . McCann, Amin will head expansion plan. This also Narendra Alambara is all set the planning function for the includes its foray into the region- to join Chennai-based Tamil agency’s Mumbai office. al space. Earlier, Saravanan was newspaper Daily Thanthi, pub- Dentsu Marcom has business head at Reliance Big lished by Malar Publications as appointed Shouvik Sarkar as DHIREN AMIN Productions. chief operating officer (COO). executive creative director. In another development Alambara hails from the Starcom Sarkar was marketing manager at the Lodha Group Gargi Kaul has been appointed MediaVest Group (SMG), where before taking up this assignment. He will lead all general manager and business NARENDRA ALAMBARA he was vice-president. creative deliveries in the company’s Mumbai branch. After completing 13 years, Punitha Arumugam, group DIGITAL chief executive officer of Madison Media submitted enowned radio and television host Roshan tion, Mogae also roped in Atishi Pradhan as her resignation at the agency. RAbbas has joined digital marketing and chief strategist. Pradhan was working as senior Arumugam will continue till creative agency, The Glitch, as head, business vice-president and executive planning director the end of March. In a sepa- development. Abbas is also the founder and at Contract Advertising earlier. She will be rate development, D Sriram managing director of Encompass, a leading based in Delhi and report to Sandeep Goyal, is set to join Madison Media activation and events company. At The Glitch, founder, Mogae Media. as consulting director. Abbas will be responsible for the online con- Meanwhile, Chaitanya Prabhu moves to After witnessing several tent cycle for the web, production and delivery Jump Games, a gaming subsidiary of Reliance PUNITHA ARUMUGAM top-level exits, Bates India of quality online branded content. Entertainment Digital, as business head, com- has stabilised its structure Mogae Media pleting a four-year with the appointment of has roped in Badri tenure with Nokia Ranjan Kapur as chairman. Narayan to head its as developer-rela- Kapur’s new role as the head analytics division. tions manager. As of Bates India will be in Narayan will be a part of his new addition to his present role based in Delhi and mandate, Prabhu as country head, WPP India. will report to Pavan will be responsi- He will work with the senior Chandra, chief ble for the overall management and will help intelligence officer. business of Jump develop an organisational He will be respon- games, including structure that offers relevant sible for organising sales, marketing, ways of engaging with cli- analytic systems for studio and custom- ents and consumers. RANJAN KAPUR Mogae. In addi- ROSHAN ABBAS ATISHI PRADHAN er relations.

<< FRQWLQXHGIURPSDJH game is?’ The film evolved from ‘larger than life’ execution indicates likable content there,” he shares. a product theme for the IPL itself,” for the whole Does the communication dissem- Nonetheless, he battles with a per- family’ doesn’t Time to Settle... inate adequate hype? ceived ambiguity. “I am unclear about come through.” released, too. The campaign carries Regarding Ogilvy’s Carnival film, the objective. Is it to remind people Rajeev Raja, the proposition, Yeh IPL Hai Boss! Dhiren Amin, group planning direc- that IPL is on Max? Or to make IPL creative consultant, and captures the magic of the game. tor, McCann Erickson, feels the a family viewing platform?” he ques- DDB Mudra opines Ogilvy India conceptualised this line ‘Yeh IPL Hai Boss’ works quite tions, going on to hazard an answer, that the carnival campaign based on the consumer well for the campaign, as does the “It seems like the latter, in which concept is a well executed idea that insight that IPL is the future of concept of ‘carnivalisation’. “The case, the positioning of ‘a common effectively captures the atmosphere cricket and entertainment. The agen- of the IPL. Regarding the Max cam- cy’s national creative director, Abhijit paign, Raja feels the line Aisa Mauka Avasthi shares how the creative team Aur Kahan Milega’ works, as does decided to go along with the idea of the change from “the rather mind- liking the IPL experience to a fun- less humour of last year’s campaign filled evening at an amusement park. to a more ‘real insight’ based cam- “An evening spent with the IPL paign”. However, he adds, “I thought is a crazy time. So we thought, ‘Can the situations could have been more we possibly compare the IPL to a day meaningful and surprising. The idea spent at an amusement park, given could have been pushed further.” what a rollercoaster of a ride each [email protected]

44 afaqs! Reporter, March 16-31, 2012 60$57,'($

JUSTMYNEIGHBOUR.COM Advertisers at your Doorstep From conventional advertising to finding new ways, JustMyNeighbour takes advertisers a step closer to the consumer in an innovative way. By Anushree Bhattacharyya

or any advertiser, perhaps the most difficult job is to get the Fattention of its target consumers. While traditional advertising through television, print, outdoor and radio is used by advertisers on a regular basis, new forms of advertising are also emerging, which successfully take brands closer to their consumers. The portal JustMyNeighbour is such a medium which has introduced a Sidhu: Know thy neighbour unique method to take brands to the consumers’ doorstep. sponsor for the site. Therefore, com- JustMyNeighbour creates websites panies like Airtel, Hindustan Times, for residential apartments and resident Apollo Munich and Intel sponsored welfare associations (RWA), and rath- and paid for the maintenance of the er than charge the members for the site,” added Sidhu. cost of maintenance of the website, it JustMyNeighbour also offers vari- uses advertising to generate revenue. ous other advertising slots on the sites, Speaking about the concept, Param such as mailers, banners, side-kicks Sidhu, founder, JustMyNeighbour. and billboards. com, said “In a society, while some Meanwhile, it also works to pro- members are active participants in all vide offline advertising solutions to kinds of activities, there are a few who advertisers. According to Sidhu, com- remain oblivious. Therefore, I started panies struggle to secure permission to to work on this idea of creating a one- organise activities inside societies. On stop solution for residents. A resident its website, JustMyNeighbour pro- can log on to the site and then go vides the information for each society through the entire details, including and gives the advertiser the option to notices put up, activities being organ- select a society to suit the profile of its ised, and the latest offers available in target consumer. the society’s store. They can also pay For offline advertising, the compa- monthly society dues on the website.” ny also organises fests during festivals, However, the company had to face along with below-the-line (BTL) the common problem of obtaining activities such as society kiosks, camps payment for services from the society and product demos. offices. With the number of defaulters Present in about 13 cities such increasing, it had to look at a differ- as Bengaluru, Hyderabad, Pune, ent way to generate revenue. It thus Mumbai, Kolkata and Chandigarh, approached advertisers like Airtel, JustMyNeighbour creates websites the company at present manages about Intel and Kwality ice-creams, who 2,700 societies. It claims to be expand- wanted an easy entry inside the socie- for residential apartments ing on a fast track as it acquires 150 ties. It signed a four year maintenance residential societies per month. deal with the societies and brought on and resident welfare associations For Sidhu, the story has been good board official sponsors for the sites for so far, as the initiative has provided the same period. and uses advertising to a new window of advertising and he “Because it was difficult to get the generate revenue. hopes to maintain the momentum. payment from societies, we got a main [email protected]

Stories featured on this page highlight innovative usage of media using various vehicles like print, broadcast, digital and out-of-home.

afaqs! Reporter, March 16-31, 2012 45 -2%6:,7&+ JOBSWITCH Organization Name: Its possible understand and interpret marketing and maintaining relationships Marketing Limited requirements and objectives. with clients. She/He will also be Position: Public Relation Manager She/He should have 3-5 years responsible for developing new Location: Delhi NCR experience in Advertising / Digital plans, strategies and pitching for Profile: We are looking for a Marketing agencies with at least 1 new and existing clients. At least 6 candidate with 3 years of industry year in the Digital space. years of experience is needed for experience having good contacts in Email: [email protected] this role. various print and electronic media...... Email: career@ascentgroupindia. Email: [email protected] Organization Name: CRY - Child com ...... Rights and You ...... 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Profile: The candidate should be design team. She/He should have Organization Name: www. capable of identifying , research, a Degree / Diploma in applied art fashionomical.in developing and prospecting a list of from a reputed institute with at least Position: Manager/ Head- Ad Sales & potential sponsors/ exhibitors for 7 years of experience. Marketing each conference. She/He should Email: Location: Delhi/NCR be able to develop and maintain [email protected] TO ADVERTISE, CONTACT: Profile: The candidate should have relationships with existing and ...... Saurabh Sharma the ability to interact with people at potential sponsorship clients and Organization Name: Akriti Adcomm Ph: 09868919608 CXO level. She/He should have a exhibitors. 6 years of experience is Private Limited Email: [email protected] flair for learning and proficiency in required for this role. 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