A Weak Brand Now? Fanning out Karan Kumar
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July 16-31, 2013 Volume 2, Issue 5 `100 24 As advertising time gets curtailed sharply from October 1, what will it mean for TV channels and advertisers? Will other media gain? 14 838 8 PLUS CHANNEL V Life as a GEC 20 PATRIKA GROUP Hello Bastar 20 RADIO CITY Online Mode 26 POINTS OF VIEW INTERVIEW VODAFONE A Weak Brand Now? Karan Kumar Fanning Out THANTHI TV Is the IIT brand losing its ITC’s education and Zoozoos become India’s sheen? stationery business rolls on. biggest brand page on FB. More Fiction 28 EDITORIAL This fortnight... Volume 2, Issue 5 can’t remember when the television business last went through such an action- EDITOR I packed period. It began with the process of digitisation in the metros late last year. Sreekant Khandekar July 16-31, 2013 Volume 2, Issue 5 `100 Then came the decision to increase the sampling for audience research by placing people PUBLISHER 24 meters in towns with a population of less than one lakh. Prasanna Singh SENIOR LAYOUT ARTIST Soon after, broadcasters and ad agencies were in a spat about gross billing vs net Vinay Dominic billing. Next, major broadcasters pressured TAM to report their viewership data on a PRODUCTION EXECUTIVE monthly basis rather than weekly, as is the case now: advertisers and their agencies are Andrias Kisku obviously unhappy. ADVERTISING ENQUIRIES Rahul Puri, (0120) 4077833, 4077866 Broadcasters have also raked up an old issue: they want the basis for buying ad Noida As advertising time gets curtailed sharply from October 1, what will it mean for TV channels time to move from Cost Per Rating Point to Cost Per Thousand. They believe that the and advertisers? Will other Arunima Bhattacharya, (022) 40429702-5 media gain? existing system does not recognise the absolute increase in television’s reach. Mumbai 14 838 8 PLUS [email protected] CHANNEL V To me, it shows a new confidence among broadcasters. Advertising agencies in India Life as a GEC 20 PATRIKA GROUP Hello Bastar 20 have long been a part of the international networks (JWT came to India in 1929). MARKETING OFFICE RADIO CITY Online Mode 26 B-3, First Floor, Sector-4, Noida-201301. POINTS OF VIEW INTERVIEW VODAFONE A Weak Brand Now? Karan Kumar Fanning Out THANTHI TV That is why media buying has been consolidated. Television, as we know it, is just over Is the IIT brand losing its ITC’s education and Zoozoos become India’s More Fiction 28 Tel: (0120) 4077800. sheen? stationery business rolls on. biggest brand page on FB. two decades old and has been terribly fragmented. That’s why it has been an unequal MUMBAI relationship between consolidated buyers and fragmented sellers. 501-502, Makani Center, 5th Floor, Off Linking Road, Bandra (W), Broadcasters are now coming into their own. They are willing to confront their clients where they would Mumbai - 400050 have meekly backed off in the past. Just as a handful of media agencies control the vast bulk of organised Tel: +91-22-40429 709 - 712 ad buying, half a dozen broadcasting networks now reach the bulk of the TV viewing audience. It is a BENGALURU battle among equals. S-1, New Bridge Corporate Centre, 777 D, 100 ft Road, Indira Nagar, The disappointing bit in all of this is the stakeholders’ unwillingness to invest more in audience Bengaluru - 560038, India research. The business is getting larger and more complex but advertisers, their agencies and broadcasters SUBSCRIPTION ENQUIRIES Akhilesh Singh, (0120) 4077837 are unwilling to spend more money on research. Advertisers spend `14,000 crore on television advertising [email protected] annually but their media agencies pay TAM only `10-15 crore to research where this money goes. At least Owned by Banyan Netfaqs Pvt Ltd and broadcasters cough up about four times as much. Advertisers themselves pay nothing at all. Printed and published by Prasanna Singh, Unhappy with TAM, the Broadcast Audience Research Council was set up in 2008. Five years later, at 7-A/13, Ch. Ratan Singh Complex, a CEO has finally been appointed. It seems that everybody knows what is wrong with the way things are Jawala Heri Market, Paschim Vihar, but nobody is in a hurry to fix them. New Delhi-110 063. Printed at Cirrus Graphics Private Limited B-61, Sector 67, Noida (U.P.), 201301 Sreekant Khandekar Cover Illustration [email protected] Tiffin Box CONTENTS 18 34 PLUS SKUNKWORKS CHALLENGE Lead India Digitally 4 INTERVIEW Taproot in Dentsu HT MEDIA-WEBITUDE Santosh Desai and Media on the Move 6 Umesh Shrikhande talk shop. VAN HEUSEN-LINKED IN Being Fashionable 10 MUSIC AND YOUTH CHANNELS 436 Multiple Pockets DREAMERS INDIA The options for this genre Campaigns on the Drive 12 are opening up. OAA 2013 CPT AND CPRP 16 Celebrating Outdoors 32 A Dummy’s Guide OLX.IN ZEEQ-RADIO MIRCHI If you don’t know the Filmy Twist Astronauts on Ground HUAWEI-AIRTEL-EASY CAB difference between CPT and Used goods C2C marketer Mumbai airport has lined up CPRP, read on. comes up with a new ploy. a few surprises this July. On the Go 36 afaqs! Reporter, July 16-31, 2013 3 1(:6$'9(57,6,1* OLX.IN Filmy Twist The online consumer to consumer marketer has carried out brand integration with the new release, Ghanchakkar. By Rashmi Menon car ad on OLX. Apparently, the campaign was developed in house by the brand’s marketing team, along with its counterpart at UTV. Interestingly, the brand integration was planned during the movie’s post production stage. Since it is a big media spender, the brand has been approached by movie production houses earlier too. However, the premise and the manner in which OLX would be integrated with Ghanchakkar interested the brand. Explaining the brand’s decision to carry out the brand integration with a movie, Amarjit Singh Batra, CEO, OLX.in, says that the idea was lthough brand integration in movies is proposition, where one could sell or buy anything twofold. “Communication from OLX is quirky not a new concept, what is interesting is one requires. and humorous and targeted towards masses and Athe innovative ways in which brands now The other film shows Balan reminding Hashmi the movie was in the same genre with the same use the medium to drive home their product about the late night drives that she enjoyed in their target audience,” he says. proposition. A prime example of this is OLX.in, car. The following voiceover mentions a bigger car Besides, the central theme of the movie revolves the consumer to consumer (C2C) portal for used is a must to enjoy late night drives, with visuals around money and how it is hidden and OLX is a goods, which has carried out its first integration demonstrating how one could upload a post for a platform that unleashes the power of unlocking with the Hindi movie, Ghanchakkar. money lying redundant in the form of unused The brand, which has been aggressively products. Thus, there is a great collaboration advertising since late last year, has seized the “Communication between the two brands, Batra believes. opportunity in the Emraan Hashmi-Vidya Balan from OLX is Besides television, the two week campaign is starrer movie Ghanchakkar, being promoted via radio and multiplexes. On The campaign comprises two films - both targeted towards social media platforms, the campaign is being run showing scenes from the movie - that connect masses and the on Facebook and Twitter. In Twitter, contests with OLX’s product position in a seamless way. movie was in the and tweets related to the movie have been created The first one shows a scene where Balan tells for OLX followers. The TVCs have also been Hashmi about the things they could buy for Rs 10 same genre” crore. The voiceover then concludes with OLX’s AMARJIT S BATRA FRQWLQXHGRQSDJH>> the brief for 24 hours, they were THE SKUNKWORKS CHALLENGE required to present their ideas and solutions to the jury at Alliance Francaise at New Delhi’s Lodhi Lead India Digitally Estate. The jury will select the winning How does being locked in a room with a digital idea that stands to fetch cash prizes worth `1,00,000. marketing brief for 24 hours sound? afaqs!’s ‘The The team members will get a SkunkWorks Challenge’ has the answer. News Bureau chance to work with The Times of India on this specific digital faqs! had launched The innovative with at a venue provided campaign. SkunkWorks Challenge, minimal management by the organisers of The objective of this partnership, Aa unique competition for constraints. this challenge, during says Rahul Kansal, executive digital professionals and experts. For So, how does this which they were president, Bennett, Coleman and this, the company had partnered with work? After a quick supposed to ideate Co. (Times Group), is to meet The Times of India, the brand that shortlisting process, and brainstorm for some bright people and access their provided the first digital challenge the final participants digital solutions to the brilliant digital ideas. to the participants. Through this were divided into given brief. “The best talent may not exercise, the brand team was keen 10 teams. Each team One could necessarily reside with the large, on finding digital solutions for its having a maximum of participate as an well-established digital outfits. ‘Lead India Programme’. two participants. organisation or as an There are many youngsters in their First of all, what’s ‘SkunkWorks’? The teams were Kansal: digi challenge individual. twenties who have great digital A ‘Skunkworks’ is a small group of then given a brief to The shortlisted ideas.