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. They are digital natives and people who work on a project in an work on, a brief related to digital teams were briefed by jury members, have grown up being part of the unconventional way. To what end, media or digital marketing. The three days after the shortlisting. social media framework,” he says.„ you ask? - To develop something teams were locked away for 24 hours Once the teams have worked on [email protected]

4 afaqs! Reporter, July 16-31, 2013

1(:6',*,7$/ HT MEDIA / WEBITUDE Media on the Move Webitude will be merged under an umbrella brand called Digital Quotient, which provides mobile and social media solutions and services to clients. News Bureau

T Mobile Solutions, the larger group Digital Quotient, where mobile marketing unit of social and mobile will together drive HHT Media, has acquired exponentially higher value.” Webitude, a social media organisation Girish Mahajan, co-founder, based in Gurgaon, for an undisclosed Webitude, says, “Add to the existing amount. With this acquisition, social media capabilities at Webitude, the company aims to offer digital the mobile expertise of HT Mobile, solutions that will leverage the and the result is value for clients that combined power of mobile and social very few in this business provide. For media under an umbrella brand “We will offer our existing team who have made called Digital Quotient. our clients a rich Webitude the recognisable name it Gurgaon-based Webitude is is, this opens a whole new world of a four year old digital marketing array of solutions possibilities. It also means growth on agency with major focus on social across mobile and a personal level, just as the business media. It has delivered successful social media.” ggrows.”r digital solutions to more than 50 I2In 2007, HT Media bought Desimartini. brands such as Cleartrip, Intuit, VINISH KATHURIA com, an Indian social networking site, for an Digivive, Slice, Karbonn Mobile and unspecified amount through its subsidiary Firefly eVentures. Himalayan. Interestingly, HT Media In December, 2012, the media group had acquired 40 per cent was one of Webitude’s clients. stake in MyParichay, an online recruitment business, which Vinish Kathuria, COO, HT augments HT Media’s recruitment portal, Shine.com. Mobile Solutions, says, “The Indian “It also means In March, 2013, Publicis had acquired Mumbai-based digital marketing landscape can be growth on a Convonix for an undisclosed amount. In April, 2012, it had summarised by three major trends acquired Mumbai-based digital marketing and web development - explosive growth in mobile usage, personal level, agency Indigo Consulting. In August, 2012, it had acquired social media and video consumption. just as the a performance marketing firm, Resultrix and in December As Digital Quotient, we’re going business grows.” 2012, it had acquired iStrat, an integrated digital agency and to offer our clients a rich array of MarketGate, a strategic business and marketing consulting firm. solutions across mobile and social GIRISH MAHAJAN Global advertising major, WPP Group had also recently media, and leverage the power acquired a majority (51 per cent) stake in Hungama Digital of multimedia to help establish a SUSHIL KUMAR Services via its wholly-owned agency, JWT Singapore. strong and meaningful connect with Omnicom-owned advertising agency, TBWA had acquired consumers.” Indian digital agency group Magnon. Santosh Kumar, co-founder, “We will now In August, 2012, Japanese advertising major, Dentsu, had Webitude, says, “We are looking also operate as acquired a 51 per cent stake in Mumbai-based Indian advertising forward to leveraging the scale agency, Taproot India; while Ad2c, a joint venture between and the mobile acumen of the HT part of the larger Affle and D2 Communications (a Dentsu and NTT Docomo Group to take our offerings to the group, Digital JV) had acquired mobile marketing firm Mobimasta. In May, next level. While we will retain our Quotient.” 2013, Dentsu had also acquired 80 per cent stake in the digital identity as Webitude and continue advertising agency and consulting firm Webchutney for an SANTOSH KUMAR to operate our agency business, we undisclosed amount. „ will now also operate as part of the [email protected]

<< FRQWLQXHGIURPSDJH might help the brand over a short OLX was founded in 2006 and term period. However, the buyer and is present in over 500 cities across seller would need a strong rationale India. The portal features more than ...Filmy Twist to use OLX in our case. If the user 40 lakh ads live on the site. Besides derives value after using the product, buying and selling, the portal also uploaded on YouTube, where the only then would the website benefit offers channels for trading. Late last brand claims to have received over from such marketing efforts in the year, OLX entered into an annual 65,000 views. long run,” he reasons. advertising partnership with Yahoo! After tasting the benefits of Batra further explains that the India, where the latter’s homepage the association, OLX now plans brand’s endeavour is to make the would display OLX.in’s link under to ‘carefully evaluate’ more such site friendlier and easier to use so that of years,” he says. the featured partners section. associations that are deemed a people can have a great experience In fact, more than 70 per cent As per comScore data for May good fit for the brand. Batra says buying and selling on OLX.in. “We of the listings on the site come 2013, OLX claims to have 167 being associated with movies and will continue to do our marketing from categories like mobile phones, million page views per month, which celebrities helps create word of initiatives and continue to pioneer automobile, real estate and electronic is around 25 per cent more than the mouth publicity for the brand. the market for C2C trade for India, appliances, resulting in a growth of next player.„ “Marketing collaborations like this like we have done in the last couple over 35 times in the last few years. [email protected]

6 afaqs! Reporter, July 16-31, 2013

1(:6',*,7$/ VODAFONE ZOOZOOS Fanning Out Vodafone Zoozoo page is now the biggest assembly of Indian fans among brands, crossing 14 million. By Satrajit Sen

here is a change in leadership. The Vodafone Zoozoo brand page on Facebook T(facebook.com/zoozoo) has overtaken long-time leader Tata Docomo to become the most popular brand page among Indians. With more than 14 million fans, it leads Tata Docomo by about half a million fans. These are the only two brand pages in the country that have topped the magic fan figure of 10 million (http://www. socialbakers.com/facebook-statistics/india). The Zoozoos, a truly extraordinary phenomenon in Indian advertising, are actually quite young, having been unveiled in the second season of the Indian Premier League (IPL) in the summer of 2009. They are a creation of Rajiv Rao of Ogilvy, the agency on the Vodafone account. measure of engagement and includes any fan who In the year that they came to life, the little has either commented on or shared a page in the egg-like creatures managed to gather only 3.5 lakh last seven days). So, it is not enough to have many fans on Facebook. Over the following year, they fans; a brand should be able to engage them. Tata added only a lakh fans, adding up to less than half Docomo is often held up as an example of a brand a million. that created a huge fan base but couldn’t keep The numbers have been growing especially their interest. Though the appeal of the Zoozoos quickly in recent months. The page got to 10 began in the metros, according to Vodafone their million fans only in April, 2013. It has added about popularity has grown amongst consumers in Tier four million fans in less II and Tier III towns and that’s where many of the than three months - or this year during IPL when Zoozoo- fans come from. This may also be a function of the about 50,000 new fans themed advertising was at its peak. spread of both the internet as well as Facebook’s every day! So how did Vodafone manage popularity in smaller metros and towns. In fact, going by to add so many fans when online Google Trends, search interest in the Zoozoos has declined? DUAL TONE interest in the Zoozoos Clearly it has to do with substantial he brand uses social media in two ways. reached its peak in investment in advertising to get the TIt has a standalone Vodafone brand page May 2009. Relative to ‘likes’. Additionally, the company on Facebook (facebook.com/VodafoneIN), apart that month (May 2009 is spending money in creating from operating the Zoozoo page. On Twitter = 100), interest had interesting content that has people however, the brand has a single page with more dropped to 18 by July. returning to the page. than 89,000 followers (twitter.com/VodafoneIN), The highest interest it has This probably explains why the where the brand claims to solve or address around garnered since then has number of fans ‘talking’ about the been a score of 15 in May page is fairly high (‘talking’ is a FRQWLQXHGRQSDJH>>

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VAN HEUSEN/LINKEDIN << FRQWLQXHGIURPSDJH ...Fanning Out Being Fashionable 8,000 Twitter complaints every month. Why there isn’t a Zoozoo account on Twitter is, Using LinkedIn’s API, the campaign intends to identify the 10 most however, unclear. fashionable professionals out of LinkedIn’s India member base of 20 The Vodafone India page is a corporate presence on Facebook. That’s the place million professionals. By Satrajit Sen for all company-related news, updates and offers. It’s primarily used to interact with customers for their queries and to let them be in touch with Vodafone India as a company. “The Zoozoo page and its content are largely responsible for it gaining such a huge fan following. It’s not easy to maintain two different pages, especially when the Vodafone brand page also has more than 600,000 fans,” says a social media expert who was earlier associated with the Zoozoo online effort. Anuradha Aggarwal, senior vice- president, brand communications and insights, Vodafone India, could not be contacted because she was travelling. However, in an earlier interview with afaqs! Reporter, she had said that the company has a dedicated online team pro- actively monitoring customer complaints

rofessionals who love to dress The campaign The campaign specifically it up for work are in for a treat promotes X-Lifestyle, the range Pfrom professional fashion wear aims to of formals launched last season. brand Van Heusen. The brand has According to Bhopatkar, this season launched a campaign in India which identify the the brand wants to take this to the searches for the most fashionable next level and thought LinkedIn professional in the country. Using 10 fashionable would be a good fit. A few months LinkedIn’s application programming professionals in ago, the Australian Tourism Board interface (API), the campaign aims had also launched a similar campaign to identify the 10 most fashionable India. in India for LinkedIn professionals. professionals out of LinkedIn’s India and audience behaviour on social media. member base of 20 million professionals. Incidentally, India is LinkedIn’s second biggest BEYOND THE NUMBERS: market after the United States. Through this contest, t is common to hear digital experts say in LinkedIn members can nominate up to 10 of the Iconferences that India hasn’t produced most fashionable professionals from their network. many great digital case studies. The head Of all the nominations received, Van Heusen and its of a digital agency interviewed thinks panel of judges will pick 10 winners (five male and the Zoozoo effort on Facebook qualifies five female), each of whom will receive wardrobe as one for the way it has leveraged the upgrades of Rs 25,000. Besides, every person who interest created by TV advertising. He is nominates will receive a Van Heusen discount impressed by the engagement because “fans voucher worth Rs 500. have started using the Zoozoo characters To participate in the contest, one needs to visit Rao: chasing fashion to create original images which they are the ‘Fashionable Professionals’ website (www. uploading on the brand page and thus fashionableprofessionals.com) and sign in with The campaign was called ‘Who deserves a break spreading the word.” Vodafone had recently their LinkedIn account to begin nominations. Users in Oz?’ and was similar to Van Heusen’s current announced its decision to launch Zoozoo can select 10 of the most fashionable professionals campaign, where members needed to nominate 10 goodies such as toys, mugs, key chains, amongst their connections. They can also define the connections who they believe deserved a break. The T-shirts and the like. nominees’ sense of fashion one by one. grand prize was a holiday in Australia. The Zoozoo page is also a powerful Speaking on why the brand chose to partner Commenting on the campaign, Nishant Rao, conduit to send users to the Vodafone LinkedIn for this campaign, Vinay Bhopatkar, brand country manager, LinkedIn India, states, “We are corporate page when the need arises. head, Van Heusen, says, “The brand looks at the excited to work with Van Heusen for this interesting Since inception, Zoozoos have served digital medium very seriously and is constantly activity for professionals. LinkedIn’s member base Vodafone as effective brand mascots looking at newer and exciting ways to connect with of over 20 million professionals will allow Van carrying its marketing messages with ease its consumers. We feel that a platform like LinkedIn Heusen to connect with the right kind of audience and grandeur, irrespective of the medium. has a lot of untapped potential for brands like us. The for its products. This customised solution for Van Now that they have become a remarkable LinkedIn audience comprises serious professionals Heusen is designed to drive relevant engagement force here as well, it will be interesting and making professionals fashionable is a serious with members by tapping into their professional to see how the company leverages the business for us. We intend to do a number of networks, which in turn leads to higher virality.” „ popularity of the Zoozoos further online. „ activities around this space going forward.” [email protected] [email protected]

10 afaqs! Reporter, July 16-31, 2013

1(:60$5.(7,1* DREAMERS MEDIA Campaigns on the Drive Dreamers Media and Advertising’s innovative concept offers three years of EMI holiday to car owners who endorse brands through their cars. By Devesh Gupta

four wheeler is still an aspirational product The agency plans to come up Shivani Lorai, director, sales for a large section of Indian masses. Brands with a marketing campaign to and marketing, Dreamers Media A that seek endorsements on the exteriors of promote this innovative concept. and Advertising, says that the new private cars usually receive a flat refusal. Interested customers can call a toll association with the brands can be Dreamers Media and Advertising has launched free number, to be launched in a quarterly, half-yearly and annual. an initiative that offers to pay the first three years’ week, to initiate the process. The The rates will depend on their EMI for the cars on behalf of owners, who grant vinyl stickers will be put on the demand for brands/models, the permission to display brand messages on their car once it is out of the showroom. cities and the duration of the new cars. This initiative will be launched on Mohamed Sunis, CEO and campaign. September, 1, 2013. founder, Dreamers Media and However, brands will have The seven-month old Pune-based agency has Advertising, says, “This will help to opt for at least 50 cars for come up with the idea and is offering this service many people buy their new cars. branding, she reveals. across India. It is already in talks with 25 brands for We are mostly targeting middle class people, who She adds that the brands will be chosen carefully, their OOH accounts. have difficulties in managing their budgets once with due respect to people’s reservations about People will have to pay 25 per cent down they plan their new car. This will also mean an endorsing some genres. Also, in future, it could payment and opt for five years of EMI for their increase in the sales of cars. My estimate is around target cars of a higher price, solely depending on car to avail this scheme. The agency is currently 10-15 per cent, thereby helping the government to the demand from the brands. targeting cars up to `6 lakh (on road price). earn more road tax.” Dreamers Media and Advertising claims to For example, for a car priced at `4,50,000 (on Though the agency claims to be in talks with six have launched this concept for first time and has road), the customer will need to pay `1,12,500 major OEMs (original equipment manufacturers) already obtained copyright for it. It also plans to as the down payment and `6041 as EMI (bank and 25 brands, it has not disclosed the names of extend the concept overseas but not at this point interest assumed at 11.5 per cent) for the next 60 its partners and the kind of deals that are being of time. months for the rest of the amount. Of these 60 decided. It expects to rope in advertisers from It targets to reach out to 15,000 people in the EMIs, Dreamers Media will pay 36 EMIs. categories such as telecom, FMCG and IT. first year of operations and an ambitious figure of Branding will be done on 60-70 per cent of the 100,000100,000 byby thethe endend ofof thethe secondsecond year. exterior body of the car using vinyl stickers and Brands will have to opt the cost will be borne by the agency. However, at this point of time the consumer does not enjoy for at least 50 cars for the luxury of choosing the brand to be displayed on his/her car. Under the agreement, the agency branding. can change the brand endorsement on the car at any point of time with a 48 hour notice to the customer. Also, in case of an accident and damage to the sticker, the cost of putting the sticker back will be borne by the agency. The agency will get a GPS virtual tracking system fitted to the car to ensure that it runs for at least 1,500 km every month. If a customer fails to do that, he will attract penalty, the clauses for which have not been revealed by the agency yet.

TheThe propositionproposition is also open tot theth secondd handh d cars and the existing users of cars with a different slab and structure, the details of which have not been revealed yet. Dreamers Media and Advertising has launched this scheme in Delhi for a start and will be doing announcements in Mumbai and Bengaluru. Mohamed adds that the agency has put in nearly `2 crore as initial investment and is willing to invest another `50 crore. In its first year, the company expects revenues of `50 crore. The agency claims to have carried out 13 months of research before launching this idea. Dreamers Media and Advertisers was started by Pratham Surathkal and Sunis Mohamed. Mohamed has nearly 15 years of experience in media, advertising, marketing and recruitment. Surathkal has worked in the real estate segment. „ Shivani Lorai (L) and Sunis Mohamed [email protected]

12 afaqs! Reporter, July 16-31, 2013

32,1762)9,(: Has Brand IIT Weakened? Given that hundreds of students have secured - and rejected - IIT seats, this year, because they don’t trust the newer IITs, we asked an education expert and IIT alumni, who currently occupy top media or marketing positions whether brand IIT has weakened. By Ashwini Gangal and Satrajit Sen

1,7(6+7,:$5, 352)0$1$1'$.5,6+1$1 9,.5$06$.+8-$ 0*3$5$0(6:$5$1 Chief Creative Officer, Leo Burnett India Chairman, Worldwide CEO, Maxus Executive Director & CEO, Draftfcb Ulka (IIT Mumbai alumnus) IIT Kanpur (IIT Delhi alumnus) (IIT Chennai alumnus) FOTOCORP FOTOCORP THE IMPACT HAS BEEN THE INCREASE IN WE WERE PROUD ABOUT I WAS FORTUNATE DILUTED, PARTLY THE NUMBER OF IITS BEING FROM AN IIT AS TO HAVE MY BECAUSE IT USED TO BE HAS ENLARGED THE THERE USED TO BE A UNDERGRADUATE A REALLY ELITE CLUB SCOPE FOR STUDENTS TOTAL OF FIVE IITS. AND EDUCATION AT IIT WHEN I WAS ATTEMPT- TO GET ENROLLED. IT USED TO PROMISE MADRAS AND I ING JEE. THERE WERE EARLIER, THERE WERE AND DELIVER QUALITY CONSIDER THOSE THE only five IITS at that time. limited seats and hence the education. And, I would like best five years of my life. But And, the perception was such rush to get admission, but now to believe that most of these those days we had just five IITs the scenario has changed. With and each accommodated just 250 that the toppers would go the increase in population, it is five have been able to retain students in the B. Tech program to the top four IITs - Delhi, necessary to have more ‘better’ their sheen. I honestly don’t each year. So I think the objec- Mumbai, Chennai and institutes in the country. But for know how the new ones tive of extending the IIT brand to Kanpur. Kharagpur was opted these institutes to gain name and have been able to develop other cities is indeed a noble one, fame, one has to give them time. a challenge and an opportunity. by those who had much lower Speaking about the brand themselves. But, if people I am not surprised to hear that all India ranks. value of IITs, it will be wrong are actually turning down an some of the IITs have had stu- Now, that exclusivity seems to say that it has weakened or IIT seat, I would be worried dents rejecting the offered seat. to have gone down; from diminished. If that was so, we if I was managing the IIT This is nothing new since stu- wouldn’t have seen five lakh odd dents who have their mind set, having merely 2300-2500, students battling it out in IIT-JEE brand. At face value, if people on say Computer Science, would students being taken from all exams for around 10,000 seats are turning down IIT offers rather do Com. Sci. in another over India, today the number and the number of seats left from some of the new IITs reputed engineering college than has increased to God knows vacant would have been much and choosing the so called do Metallurgy in an IIT, old or more than the 800 odd men- new. So before ringing the warn- how much! Now everybody tioned. Moreover, the admission next level of engineering col- ing bells one needs to analyse can become an IITian. And process is not over as yet, so leges, it’s clear writing on the the nature of ‘rejection’ and then nobody has any idea how after the completion of the pro- wall that these other IITs are see what could be done to reduce reputed the other (new) IITs cess, I am sure, there will be no yet to prove themselves. And it. No seat should go empty at an seats left vacant. In fact, it is a IIT since expensive engineering are. Most of the plum jobs in general routine, it happens every over time, this could impact education is subsidised by the big companies still go to peo- year and that is why we conduct the overall IIT brand name. It government. Just as in the case ple from the top four or five admissions in several rounds. could be a cause for concern. of any brand extension, there will IITs. Today, picking up stu- This ensures that students will- At this point in time, though, be challenges. The right time to ing to take admission get a fair evaluate the brand would be a dents from the lower ranked chance. I’d like to believe the sheen of full decade later as great institu- IITs is as good as going to the top five IITs is still pretty tions are not built in a year. RECs to recruit. much intact.

14 afaqs! Reporter, July 16-31, 2013

1(:60(',$ CPT AND CPRP A Dummy’s Guide What’s the difference between CPT and CPRP? If you don’t know the answer to that question, read on. By Prachi Srivastava

et’s get this straight: this article HAS THE INCOMPLETE ROLL- is NOT aimed at the pros in OUT OF DAS (DIGITISATION Lmedia agencies or in broadcasting OR DIGITAL ADDRESSABLE companies. It is aimed at the rest of us SYSTEM) HAD AN IMPACT? who are too embarrassed to admit that Yes, it has. Let’s say that TAM they can’t figure why people are willing was earlier measuring 100 homes to go to war over a few letters. (all analogue) in Delhi. Now, post- What’s the difference between CPT digitisation, as per the government and CPRP anyway? If you don’t know mandate, TAM isn’t allowed to measure the answer to that question, this article is the analogue homes. meant for you. So, if only 80 out of 100 homes have got digital set-top boxes, the universe has WHAT IS CPT? declined by 20 per cent. Cost Per Thousand. It is the advertising cost of reaching that many DON’T ALL OTHER MEDIA USE viewers in a defined target group on CPT? television through a programme or a Indeed, all of them, whether print, channel. (The absolute number of people radio and outdoor, are being planned watching a particular channel for at least on the basis of CPT, as they work on a minute is Reach. Cumulative Reach reach. Television is the only medium in is the figure you get after removing the India that uses CPRP since it can provide duplication of audience.) average ratings of viewership. Radio, however, works very WHAT IS CPRP? differently. The advertising time This is the Cost Per Rating Point. sold on a radio channel is based As the name suggests, it is the cost of on a combination of listenership advertising time on television based on numbers received from RAM (a radio the price of time for a single rating point measurement arm of TAM) and IRS generated by the channel. This has been (Indian Readership Survey, a quarterly the basis for buying TV time in India. survey). While RAM gives time-slot-wise WHAT IS A RATING POINT? listenership figures (RAM is restricted A single rating point is equal to one to only four markets), IRS works on per cent of the total ‘targeted audience’ the channel recall method. watching television at that moment in Since the channels are struggling to time. (For instance, for Hindi general HOW IS TV DIFFERENT FROM entertainment channels, the ‘targeted defend their ad rates, they want to OTHER MEDIA? audience’ is people over 4 years old TV is different because it measures in Cable & Satellite homes, in Hindi shift to CPT method. program and ad viewership by the minute, speaking markets.) whereas print readership is based only on Though the buying happens on the the masthead recognition method, not basis of ER (effective rates), CPRP helps taking into account readership of specific a media planner zero in on the best media space for While CPT is based only on reach, CPRP is articles or write-ups. a client’s communication. based on GRP. WHAT HAS SET OFF THE CURRENT WHAT THEN IS GRP? ARE THERE ANY OTHER DIFFERENCES DISPUTE BETWEEN BROADCASTERS Gross Rating Points is a summation of all the BETWEEN THE TWO? ON THE ONE HAND, AGENCIES AND rating points generated during a show. GRPs CPRP takes into account the average of number THEIR CLIENTS ON THE OTHER? quantify impressions on a particular channel as a of minutes for which a viewer stays with a show Since the inclusion of LC1 markets (towns percentage of the population reached. or an ad. It takes into account the duplication of with less than one lakh population) by TAM late viewers unlike CPT. However, CPRP cannot last year, the average ratings of channels have ANYWAY, WHAT IS THE DIFFERENCE measure reach, which is increasing with time. been falling, partly because the audience base has BETWEEN CPT AND CPRP? expanded. There is a fundamental difference in approach WHY ARE RATINGS FALLING DESPITE Broadcasters find it ridiculous that they should while calculating the two. Since CPT is based THE INCREASE IN REACH? pay the price for more people being included in on the absolute number of people reached, it That’s because the increase in the number the universe - but that’s because the CPRP system effectively takes into account the sharp increase in of channels has resulted in the fragmentation is cruel and considers only percentages. the number of Indians watching television. CPRP, of audiences. This also means that viewers are So, instead of being able to raise rates, channels on the other hand, is a relative measure that spending less time on individual channels. So, are struggling to defend their ad rates. That is identifies the percentage of total viewers reached relative to the size of the (growing) universe, the why they want to shift to the CPT method but by a programme or channel - so it doesn’t capture percentage of viewers drawn to a programme or advertisers are unwilling to go along. „ the increase in the television universe. channel is falling. [email protected]

16 afaqs! Reporter, July 16-31, 2013

1(:60(',$ MUSIC & YOUTH CHANNELS Multiple Pockets There are options for the music and youth genre to cash in on, including brand integrations, AFPs, sponsorship deals, movie trailers and web monetisation. By Prachi Srivastava

ue to the nature of their audience, music and youth entertainment channels Dhave grown to become one of the most dynamic media platforms on television. With Channel [V] did a slot brand association content ranging from foot-tapping music to drama wherein it partnered with ITC’s new range of and reality shows, they have it all! deodorants - Engage and V became Engage TV There are four different categories of channels for a 2.5 hour programming slot, giving complete in the music and youth entertainment genre - ownership to the brand for the entire duration. Pureplay music (9XM, Mtunes, Sony Mix, Mastii The channels also do integration deals with and B4U), youth entertainment (MTV, Channel brands that give the latter presence in both, on-air [V] and Bindass), Bollywood entertainment and off-air activities. Channel [V] carried out a (Zoom, UTV Stars and E24) and trade (ETC, month-long branding campaign for Appy Fizz in Music Express, Zing, Music India) and they are all the canteen (of the college shown in its show, The competing to grab more or less the same eyeballs, Buddy Project). It placed Appy Fizz in the canteen or rather ears! and shown consumption shots to establish it as While the majority (about 65-75 per cent) of a preferred brand amongst the youth. It also had the revenue still comes from free commercial time posters, standees, branded menu cards, table mats (FCT), the genre has varied advertisement options and wallpapers in the canteen. Also, the characters and the channels have experimented different were shown playing a game called Fizz Pong, which possibilities to integrate the brands and fill their was part of the brand’s on-ground campaign. pockets. Aston Bands is another attempt to give screen Brand integration is one of the best methods presence to brands. Aston Bands are branding of raking in money. Channels across genres carry done on the lower half of the screen. Additionally, out different variations of brand integration of there are creative break bumpers, and banners content. It’s better for the brands as they get on the screen for which the ad deals are done. a captured audience without the ‘bothering’ For these channels, a chunk of their revenue also commercial breaks. comes from the movie trailers. 9XM does a lot of brand integration with its Advertiser funded programmes (AFPs) are animated characters, Bade-Chhote and Bheegi another source of income for the genre. While it’s Billi. The channel has earlier done episodes on a great proposition in terms of the production cost Idea’s Hunny Bunny jingle and Tata Photon data being borne by the client, experts in the industry cards with Bheegi Billi. On the regional channels believe that there have not been many successful of the portfolio, 9X Tashan (a regional channel AFPs as one needs a really strong concept that can from the music broadcaster) created an integrated be sold to a brand to be woven around it. episode of its favourite animated character, ‘Bhabhi’, with brand Kurkure. FRQWLQXHGRQSDJH>>

1(:60(',$ CHANNEL V PATRIKA GROUP Life as a GEC Hello Bastar The channel plans to open up new time slots for original content. The new edition from Recently, it launched the third season of its crime-based show, Gumrah. Chhatisgarh will cover seven By Prachi Srivastava districts including Kanker, Kondagaon, Bastar and Talking about how the strategy to go off-music Jagdalpur among others. worked for the channel, Kamath says, “It’s been a great year for us. Our biggest challenge was how News Bureau the advertisers will receive the change, but it has been gratifying! We are able to do cost per rating he Patrika Group has launched its points (CPRP) deals which music channels don’t 33rd edition in the country and the do because they work on fixed rates per spot. The T4th edition from Chhattisgarh. The objective to move off-music was that we were not Jagdalpur edition will cover seven districts able to control the content; we weren’t able to in the Bastar region including Kanker, differentiate and were not able to drive any kind of Kondagaon, Bastar/Jagdalpur, Narayanpur, innovative pricing.” Bijapur, Dantewada and Sukuma. AccAccording to the TAM figures given by the The new edition has been launched chachannel, Channel V ranged around 30-32 with an initial print run of 25,000 copies GGRPs before it moved its positioning. from Jagdalpur, the headquarters of Bastar The channel now averages around district and the entire Bastar division. TAR India’s youth general 45-50 GRPs. Since it has a vast STAR It is the first national daily to have a entertainment channel, Channel India movie library, it also airs movies full fledged edition from Jagdalpur. “The SV, which has just completed a everyday at the 8-11 am band. one-point agenda is to give ‘voice’ to the year of its non-musical journey, plans region, connect it to mainstream India,” to expand its programming horizon. THE PATH AHEAD says a company official. Patrika has three The channel’s general manager and head,d, hannel V just launched the third other editions in Chhattisgarh - at Raipur, Prem Kamath mentions that Channel Cseason of its crime-based property, V is looking at increasing its original Gumrah, a 26 episode series. The show programming time band from two tackles issues like peer pressure, the hours to three hours, this October. need to fit in, materialism and the Currently, the channel airs dilution of morals, thus initiating original content from 5.30 to 7.30 pm a dialogue for the youth to express (Mondays to Saturdays). It comprises and address their problems. Season 3 four shows - the longest running one will focus on equipping the youth to Dil Dosti Dance (popularly known as avoid being victimised by the criminal No. 1 Hindi daily in Madhya Pradesh & D3), Suvreen Guggal, The Buddy Project elements at large in the society. fastest growing in Chhattisgarh and Crazy Stupid Ishq. The channel has also launched an Says Kamath, “The new shows app called VithU which is currently

might not be daily as we are looking FOTOCORP available on Android platforms. Nipa Durg and Bhilai, covering the regions, at airing three shows at the same slot, Asharam, VP, marketing, Channel V, Raipur, Bilaspur, Bhilai, Raigarh, Korba twice a week. So, if one show airs says, “We have seen that with the and Rajanand. on Monday-Tuesday, the second media exposure and what’s going on, “The coming times will see reportage will air on Wednesday-Thursday, the there is a fear of safety. This time we and development concerns from this third one on Friday-Saturday on the wanted to do something larger with unchartered region and build public same time band. Our target audience the brand hence, we created this safety opinion that could be the harbinger of what have a shorter attention span, like app, VithU.” good lies ahead. As for the advertisers, it’s experimenting and sampling new With the penetration of smartphones a maiden opportunity, as the brand itself shows, like variety of shows. As we and almost everyone having one, the could become the category representation, are seeing the change in viewing habit, channel developed this app wherein the market being unexplored and the there is no reason why some kind you just need to click twice and it sends opportunity being rare to ride on the of disruptive attempt at scheduling an alert message to four people whose penetration,” says Saurabh Bhandari, should not work.” FOTOCORP numbers you fed into the system. The national head, corporate, Patrika Group. With the new scheduling strategy, app will display your location to your The Bastar region is known for its the channel wants to explore genres friends. natural resources and Gondi speaking tribal like sitcoms and horror that are The show will be extensively population. It is close to several adjoining difficult to pull off on a daily basis. promoted across the STAR network. states including Maharashtra, Andhra For Gumrah, the channel is using Pradesh, Madhya Pradesh and Bihar, THE ENTERTAINMENT TURN outdoor media to talk to the media making it a strategically placed region. hannel V, a music channel earlier, fraternity and advertisers, and not to Jagdalpur is far flung, such that it takes Chad completely stopped airing communicate with the consumers. more than 24 hours to reach the district music from July 1, 2012. It took a The channel changes the creatives of from Raipur, one of the main reasons why daring route for a music channel and the outdoor every week to reveal the the media is not so visible in the region. turned into a Hindi GEC targeting stories that will be shown on Gumrah. For the record, Patrika entered

the youth. It targets the age group of FOTOCORP The two main cities in the outdoor Chhattisgarh with an edition from Raipur 15-24 years of SEC A, B and C from Kamath, Sharma, Tanna: in September, 2010. „ the Hindi speaking markets. expanding horizons FRQWLQXHGRQSDJH>> [email protected]

20 afaqs! Reporter, July 16-31, 2013

STUCK AT 12 As advertising time gets curtailed sharply from October 1, what will it mean for channels and advertisers? Will other media gain? By Prachi Srivastava and Raushni Bhagia

entral banks in underdeveloped countries often fall back on a simple solution when government finances get tight: they print fresh currency notes to cover the gap between revenue and expenditure thus stoking inflation. CThe Indian television business has been a bit like that. Faced with several problems including intense competition, crazy carriage fees, and low ad rates, it has tried to fight its way out of the situation by running more ad spots. This has helped push ad rates down thus creating the need to create even more ad inventory. And now comes the whammy: a regulation that will limit the amount of ad time every hour. The fact that this will be introduced at the beginning of the festive season when advertising is at its peak will make the transition even harder to handle. It all began in May 2012, when the Telecom Regulatory Authority of India (TRAI) ordered a cap on the duration of ads in channels at 12 minutes per clock hour. Broadcasters bought time by appealing against the proposal TIFFIN BOX but now the hour is upon them. Starting October, channels can air only 10 minutes of ads and two minutes of promos for their own shows every hour. Everyone related to the business is desperately trying to figure out what the stipulation will mean? If inventory falls, will ad rates go up? If ad rates rise, will advertisers bite? If they don’t, will some of them move budgets to other media? What will happen to niche channels and small advertisers? afaqs! Reporter PRATIK RATHOD, Maxus Mumbai waded through the flux to consider the “Broadcasters’ revenue will increase” possibilities.

DOWNWARD REVISION irst the overview: Media experts largely agreed that television advertising Fwould be impacted but they offered a range of possibilities of its extent. The base expectation though, is: U Ad inventory will drop by about 30 per cent overall. U Ad rates will rise by an average of 20-30 per cent across genres. U Ad revenues will drop by at least 10 per cent of the total on television, or `1,400 crore.

The really big questions: U Which product categories will cut spends? U Which genres will suffer the most and which will weather the storm? U What will happen to small channels and small advertisers? Sundeep Nagpal, founder director at Stratagem Media, a consultancy, points out that some genres currently air 20-25 minutes of ads every hour. If they halve that, there is no way they will be able to double ad rates to make up. “Ad revenues will definitely take a hit but it won’t be true for all the channels across all genres. If Hindi GECs repackage their rates for prime- time then even the non-prime-time rates will go up. I don’t think the buyer will be ready to shell out that much more to get advertising space on TV.” Others believe in the resilience of TV because it is the most cost efficient medium for brands that crave mass reach. Even if ad rates rise, advertisers

24 afaqs! Reporter, July 16-31, 2013 &29(56725<

only during ad breaks without scrolls and pop- ups during the telecast. Sport has been left out STARS OF THE GENRE because each game has breaks of a different kind The top three ad spenders on television, and standardisation is not possible. Even in cricket, by genre. Figures in `crore. the biggest of them, no one can plan for how many wickets will fall or when. Hindi GECs

IMPACT ON PRODUCT CATEGORIES he top three spending categories are all of 926 686 374 Tthe FMCG kind, and are likely to be most hurt by the new regulation. Since players such as Hindi Movies Hindustan Unilever do bulk deals, they pick up inventory at relatively low cost. Rathod points out SUNDEEP NAGPAL, Stratagem Media that FMCG brands will be affected because they 177 175 75 “Handsets may go back to print media” are heavily dependent on TV and, with inventory levels crashing, bulk deals will be harder to crack. FMCG apart, people interviewed felt that English GECs won’t easily move money away. But, within TV, Banking, Financial Services and Insurance (BFSI) advertisers may shift money from one genre to brands, which use television for brand building another since the rates won’t rise equally in each. but print and other media to generate sales, are apt 31 27 25 The one consolation for broadcasters is that to shift monies out. This lot of advertisers spends subscription revenues are expected to climb over `500 crore on television, with nearly a third of significantly as the effects of digitisation kick in. As that going to news channels. Print will be the big English Movies Pratik Rathod, buying head, Maxus, Mumbai says, winner but digital will gain too. “Broadcasters’ revenues won’t go down, they will Automobiles is another heavy hitter, spending increase. Ultimately, their subscription plus ad over `850 crore on TV. It is not a product, which 59 52 48 revenues will be much higher than they are now.” can be easily sold without creating strong visual appeal and that’s why TV works so well for it. DIFFERENT STROKES Automobile marketers spend a quarter of their TV News (English and Hindi) he desired rate hike in each genre will be money on news channels. Car sales have slumped Tlinked to the anticipated cut in ad inventory. and a cutback in spends is inevitable. Brands may While Hindi general entertainment channels use their limited budgets to push feature-based 220 166 161 (GECs) are expected to hike rates by 25 per cent advertising in print or feature comparison on plus, Hindi movie channels would have to raise digital. Social media may find new favour. their rates by 35-40 per cent to retain their revenue Regional (GEC, Movies and News) levels since they stuff so many ads every hour. English movies and English GECs are expected 777 745 262 to attempt an ad rate increase of 20-25 per cent while news channels, both Hindi and English, would ideally like to grow their rates by 45-50 per Infotainment and Lifestyle cent. It is hard to see advertisers ceding these kind of increases. “The news channels have to shell out the carriage fee from their own pockets as they 113 107 81 are free to air. Hence, when the inventory comes down by 50 per cent, they will feel the pinch much more than any other genre,” says V Balachandran, Music and Youth agency trading head - Motivator, Group M. Music and youth entertainment channels will seek an increase of about 25 per cent while 122 118 46 infotainment and lifestyle channels will be V BALACHANDRAN, Motivator, GroupM relatively less affected since their ad inventory is “News channels will feel the pinch” under control. The regulation does not apply to Kids any sporting event but the ads have to be relayed FRQWLQXHGRQSDJH>> 327 60 52 TV’S BIG SPENDERS (Top 10 advertising categories in 2012. Figures in `crore) Other Genres

FOOD & BEVERAGES 2575 PERSONAL CARE/ HYGIENE 2454 154 131 114 HAIR CARE 864 AUTO 861 )0&*$3$57%$1.,1* FOOD & BEVERAGES SERVICES 845 ),1$1&,$/6(59,&(6$1' PERSONAL CARE/ HYGIENE PERSONAL HEALTHCARE 618 ,1685$1&(%5$1'6 HAIR CARE TELECOM/INTERNET SERVICE PROVIDERS 560 :+,&+86(79)25%5$1' AUTO %8,/',1*%8735,17 BANKING/FINANCE/INVESTMENT 511 SERVICES $1'27+(50(',$72 TELECOM/INTERNET SERVICE PROVIDERS HOUSEHOLD PRODUCTS 503 *(1(5$7(6$/(6$5($37 BANKING/FINANCE/INVESTMENT DURABLES 487 726+,)7021,(6287 MISCELLANEOUS

afaqs! Reporter, July 16-31, 2013 25 1(:60(',$ RADIO CITY Online Mode The channel plans four more digital stations in its 13th year. By Raushni Bhagia

adio City, one of the oldest private radio channel in the country, has completed 12 Ryears of operations. Beginning with its first is still not being monetised due to low listenership station in Bengaluru in 2001, it has expanded to 20 figures, although in terms of the share of ad spends terrestrial stations. The channel plans to expand to of brands, radio is struggling at 4 per cent, while about 20 more in Phase 3 of private radio auctions. digital has reached 7 per cent, Purohit reveals. Interestingly, it stepped into the digital radio “But,” she notes, “we have to enter the domain segment in 2010 when the launch of Fun Ka and start building a community, get listeners Antenna, which had RJ talks. Then on, about and then, build a brand of ourselves. We don’t a year ago in 2012, on its 11th anniversary, want to lose the digital boat.” To tackle the lack the company launched another station called of mobility issue of the digital radio platform, Radio City Freedom, a digital radio platform for the channel launched an app, PlanetRadiocity, independent artists and followed it up with back recently. It access to the platform on the go. to back launches of Smaran (devotional music), Apurva Purohit With smartphones coming in, the usage will Indipop (Indi era music) and Hindi (back to back only increase. But Purohit feels that digital radio Bollywood songs), all digital. the genres that we choose and even then, one can’t will never ever be able to ‘replace’ terrestrial The latest, if one were to believe the market offer various streams in a single city since only radio. “People thought that newspapers would grapevine, is a Tamil radio station. Explains Apurva one frequency is allowed.” She believes that genre vanish once news channels are privatised. It never Purohit, CEO, “Digital radio is not bound by specification will only happen through digital on happened. People consume similar content in regulations. For terrestrial, we can’t expand until the radio platform. different ways at different point.” „ the auctions come in, there is a restriction with It may be noted that digital radio as a segment [email protected]

<< FRQWLQXHGIURPSDJH advertisers, who entered the space through news a per-episode basis so if the length is longer by, channels, will now have to try either regionals and say 2-3 minutes, the cost increase will probably niche channels or move out of the medium totally. be marginal. Similarly, in news, channels will Stuck at 12 Small channels, which survived by stuffing the just spread the content thinner than before than Telecom spends over `450 crore on the small air with ads, will be lucky to survive if they don’t invest in creating more new stuff to fill in the time screen and Nagpal of Stratagem reckons that have a big channel supporting them or a promoter gap left by advertising. Others will deal with this “handsets might come back to print media. with really deep pockets who has political or problem by increasing the number of repeats. Though print is expensive, dailies have a lot of business interests to serve through television. supplements for almost each genre and these are BEST LAID PLANS... less expensive than the main paper.” s advertisers and broadcasters scramble to The broad ‘services’ category will be hurt too. Amake sense of the new situation, the person Marketers are familiar with print, having used it caught in the middle will be the media planner. extensively, and may place some extra budgets Dhirendra Singh, associate VP at media agency there. Alcoholic drinks, which cannot advertise BPN, says, “Due to increase in plan cost and hence directly on television, might also be cautious after CPRP (Cost Per Rating Point), planners will face the hike and shift a little towards digital. pressure to enhance efficiency. The challenge will That still leaves several categories such as be to reduce the impact of increased cost through durables, household products, laundry and baby rigorous optimisation of the TV plan or use other care, which will persist with television just as media to deliver the targeted deliverables.” before. Which alternative medium will gain the Ad breaks will be shorter, though, and that will most? In terms of percentage growth, it will be help. “We need to have sharp market prioritisation digital. However, in absolute numbers print will to minimise wasteful exposure. Media weights gain the most because of television’s loss. Outdoor have to be aligned with market importance and also stands to gain. DHIRENDRA SINGH, BPN de-prioritisation of few markets will be imperative to rationalise the increased cost,” Singh adds. NICHE DILEMMA? “Planners will be under pressure” The sponsorship premium will increase he 12-minute ad cap is going to turn television because there will be many advertisers willing to Tinto a big boys’ game. Until now, the medium DISCONTENT back a particular property considering the reach was peppered with small channels and small s ad breaks reduce, it is natural that viewers and exposure they will get. It will also help the advertisers. That will change. Awill tend to either stay longer with a channel advertisers block competition. Planners used base channels to first build reach or even, perhaps, watch more television overall. “The biggest challenge,” says Balachandran, and then smaller channels to build frequency. The flip side is that that the typical channel will “will be to convince advertisers to try other With inventory shrinking on the reach channels now need more content per hour. According to media.” Which is another way of saying that larger advertisers may increase their domination. one estimate, Hindi GECs will effectively need advertisers love television. They will just have to Smaller advertisers will be left to manage as they two extra hours of content over a 24-hour period. get used to having a lot less of it. „ best can with niche or smaller channels. These Of course, production companies are paid on [email protected]

26 afaqs! Reporter, July 16-31, 2013

1(:60(',$ THANTHI TV More Non-fiction The channel will be launching more non-fiction shows in the coming months to make the weekends more interesting and informative. By Prachi Srivastava

ina Thanthi’s television channel in the Tamil Nadu market, Thanthi TV, has Drecently strengthened its programming portfolio. The news, entertainment and current affairs (NEC, as it calls itself) channel has launched two new shows titled Achcham Thavir and Natpudan Apsara in July. Milk, Joy Alukkas and Achcham Thavir is a show that deals with Indulekha hair oil. different social issues. Hosted by actor Khushboo, Targeting C&S, 15+ it takes the audience around prevalent mindsets audiences, Thanthi TV boasts in the society. The show airs on Sunday morning of a factual entertainment 11.30 am slot, with repeats on Saturday evenings. portfolio. While Monday Natpudan Apsara, on the other hand, is a to Friday the channel airs celebrity chat show hosted by Apsara Reddy, editor news throughout the day, on of Chronicle Chennai. The show hosts celebrities Saturdays and Sundays, it airs from different walks of life including cinema and Achcham Thavir shows based on information politics, to be aired Saturday nights. and entertainment. The Talking about the thought behind the new attempt to have different shows, V Chandrasekaar, COO, Thanthi TV, told kinds of shows during weekends is to get more that an extensive on ground market research was An extensive on ground audiences to sample the channel. “We air live done before arriving at the programme design. market research was done news through the day from 6 am to 11 pm on “The programmes are designed looking at the weekdays and socially responsible programmes on need gap of content in the space,” he adds. before arriving at the weekends with the right mix of entertainment for Adding about the marketing of the shows, the viewer,” adds Chandrasekaar. Shankar V Subramaniam, vice-president, programme design. For the record, news broadcaster New Delhi marketing, Thanthi TV, tells afaqs! Reporter, Television Limited (NDTV) and Kasturi and Sons “For Achcham Thavir, a 360 degree promotion own cable network, AMN (present in 32 districts (the publishers of Hindu newspaper) exited from was done with a great share of voice in all media of Tamil Nadu) was also used for promotions. their loss-making city-centric English language platforms, including those owned by Thanthi According to Subramaniam, currently, the channel in Chennai. Their JV, called MetroNation Group, majorly Dina Thanthi and Hello FM, regional advertisers on the channel are from the Chennai Television, was bought by the Dina which runs seven stations across Tamil Nadu.” domains of textiles, education, iron and steel, Thanthi group in 2012. The English-Tamil Achcham Thavir was also promoted on the out- financial services, hospitals and retail outlets. The language channel was later re-christened Thanthi of-home medium with posters across cities of clients include Agnee TMT Steel, Surya Steel, TV, with content only in Tamil. „ Tamil Nadu and bus back panels. The group’s Ramraj Dhotis and Shirts, Chennai Silks, Arokya [email protected]

<< FRQWLQXHGIURPSDJH as sponsor. UTV Stars has also got Parachute as << FRQWLQXHGIURPSDJH title sponsor for its show, Stars In your City. ..Multiple PocketsZoom and Bindass also have slot sales ...Life as a GEC (teleshopping ads) that help them make more MTV has done AFPs like money. plan are Mumbai and Delhi. Hero Honda Roadies and Coke Many channels in this Channel V will air the deferred live telecast Studio. Channel [V] did a genre have have also started of the first episode of Gumrah on YouTube, Tata Nano Student of the Year monetising content on the which will feature Chitrangada Singh. The contest wherein the winner, web. While Bindass has a channel has roped in Relispray as the presenting was crowned as the ‘Student of special web show called Mentals sponsor and Quickheal Antivirus as the secured the Year’. Bindass did a show and has run Axe Chickipedia in by sponsor. called Dell Inspiron Road Diaries the past, MTV has shows like The channel has an on-ground event property wherein the participants got a Tato Nano Drive with MTV and Indiafest, which is expected to be bigger this chance to take part in a road Vogue Eyewear Style in 60 for year. Channel V is also looking at organising trip. Zoom had also aired an the digital space. standalone concerts in metros with big artists. AFP funded by Tresemme and The industry executives “We don’t have a problem with music but with titled A Cut Above, as was UTV Star’s Lux the believe that these channels use the digital medium airing music videos,” adds Kamath. Chosen One. more as an engagement medium and want to Channel V also runs V Cafes in Gurgaon Sponsorships deals have always been a feasible interact with their audiences because it doesn’t get and Saket and plans to expand the franchise option to monetise, in which the channel ropes them substantial revenue. across the country. The aim is to open 32-35 in a title sponsor for its original content. Bindass’ Most channels have been able to monetise cafes in the next three years and it has already Emotional Atyachar partnered with Micromax as through YouTube videos as they have ads within started exploring properties across Lucknow, title sponsor, while Date Trap had Arise Mobiles as the video. „ Chandigarh, Ludhiana. „ presenting sponsor; MTV’s Splitsvilla got Vodafone [email protected] [email protected]

28 afaqs! Reporter, July 16-31, 2013

35(6(176 &$03$,*175$,/ New campaigns across television, print, out-of-home and digital media. TELEVISION

TANISHQ MAHINDRA VERITO VIBE PERFETTI VAN MELLE INDIA Presenting its Mia 3.0 jewellery range, the new television In its latest television campaign, Mahindra & Mahindra The new TVC shows the company’s new lollipop product, commercial shows contemporary designs suited for young, showcases its new compact sedan – Verito Vibe. While Alpenliebe’s Pop. The commercial indicates that the lollipop working women. The commercial is an extension of the the ad focuses on the features of the vehicle, the music will enable the consumer to fight boredom in a humorous brand’s prior range under the minimalistic theme. The TVC is upbeat and captures the vehicle’s sporty spirit with the way. The ad shows a student trying to understand revolves around the theme ‘As beautiful as your work’ and lyrics - ‘Everybody loves a sport’. Archimedes theory but is terribly bored by the subject. shows a young architect, who decides to continue wearing her earrings at the cost of defying her boss.

Agency: Interface Communication Agency: Ogilvy India Agency: Lowe Lintas Creative Team: Robby Mathew, Alan Rego and Ashok Giri Group Creative Head: Anurag Agnihotri PRINT GOLDEN AIRCEL ARCS Aircel carried out Golden Arcs, a print campaign a brand from to promote its Parle, initiated a offer where it print campaign is asking its highlighting the subscribers to real apple and talk for a minute creamy choco and win a car. filling that come In a catchy with the product. illustration, the The Choco ad features a Fillings product lady with a long are described KERALA TOURISM tongue with a car Kerala Tourism came up with a print campaign to welcome as ‘melt-in-your- at the end. travellers visiting the state during the rains. The ad copy mouth’, soft states that the world turns a new leaf during rains and shelled fruit shows a green lush background with a lady enjoying her rolls and crunchy choco fills which are perfect for an shower. anytime snack.

Creative Agency: Everest Brand Solutions, India Creative Agency: Stark Communications, India Creative Agency: McCann Erickson, India OOH DIGITAL

VODAFONE SAMSONITE KAYA SKIN CLINIC The telecom operator recently launched an initiative for The bag manufacturer recently rolled out a campaign for Kaya Skin Clinic wanted to promote its laser hair removal the Warkari pilgrims undertaking the annual padayatra in its latest product ‘Fire Lite’ across 30 locations in India. services online. It created a comical retelling of the Maharashtra. It arranged for two ‘Vodafone Mobile Trucks’ The idea was to catch as many eyeballs as possible and classic fairy tale ‘Cinderella’ to spread the word. equipped with mobile phone charging points, recharge provide consumers with a touch and feel experience for vouchers and free calling facilities for the pilgrims. the product.

Agency: Vodafone Inhouse Agency: Percept Out of Home Creative Agency: Webchutney, India

Got some great campaign that has been published recently? Upload it on afaqs! for the world to see. Visit: www.afaqs.com/advertising/creative_showcase

30 afaqs! Reporter, July 16-31, 2013 OREO/FB Dunking it Daily The campaign picks news and events each day and expresses them through creative posts on the Oreo India Facebook page. By Satrajit Sen

adbury’s cookie brand AVP, marketing, biscuits, Cadbury Oreo, which famously India, says, “The Oreo ‘Daily Cpromotes the ‘Twist, Lick, Dunks’ idea is a celebration of the Dunk’ message through its TVCs, amazing diversity and colour there has taken the concept of dunking is in popular culture today. We felt and expanded it on social media. a stronger need to be a part of our The brand has launched a consumer’s likes and interests and digital campaign called ‘Oreo Daily subsequently, their conversations.” Dunk’, that picks interesting news Speaking on choosing Facebook and events each day and expresses as a platform to drive engagement them through creative posts on the for the brand, Pandyan states that Oreo India Facebook page (https:// the brand mined the conversations www.facebook.com/OreoIndia). within the community and Created by digital agency, understood that teens as well as Interface Communications, the young adults loved the idea of campaign attempts to connect with remixing things to give it their own the youth in the social networking signature touch. Keeping this in space. Launched in April during mind, Oreo chose Facebook and the IPL, Oreo Daily Dunks are the Twitter as the best media to connect day’s top trends hand-crafted into with this audience. a single creative expression, and Elaborating the brief behind the posted on the Oreo Facebook page campaign, Joemon Thaliath, COO, to generate conversations. Interface Communications, shares, Daily Dunks, as the name “While our TV campaigns warm suggests, are a new piece of content the mothers’ hearts and are loved by achieved every day by translating kids, conversations with teenagers each piece of pop culture/news/ and young adults indicated that iconic events/latest trends into they also love Oreo! We decided interactive and shareable social to create deeper engagement with content, creating a platform for the millennial audience and spark conversations online. conversations that would be most According to Cadbury, since relevant to them.” the launch of the campaign, the The sandwich biscuit was Oreo India Facebook community launched in 2011 in India with size has increased by 344,539 fans, its global ‘Twist, Lick, Dunk’ thus crossing the 3 million mark communication, which broke recently. across media including television, Interestingly, Cadbury had print, outdoor, radio, below-the- launched a similar campaign during line and digital. the same time for Dairy Milk, To drive engagement during the called the #ShubhAarambh League promoting the Oreo campaign with launch, the brand had launched the on Twitter, to grow the preference the same visuals supported with ‘Oreo Togetherness Bus’, which for Cadbury Dairy Milk on social the hashtag #DailyDunks (https:// provided a platform for parents media, and broaden its user base twitter.com/OreoIndia). and children to catch fun family and occasions of consumption. Speaking about the idea behind moments across nine cities. „ On Twitter, the brand is also the campaign, Chella Pandyan, [email protected]

Stories featured on this page highlight innovative marketing techniques using various media vehicles like print, digital and out-of-home. 3+272)($785( OAA 2013 CELEBRATING THE OUTDOORS

Instituted to acknowledge excellence in creativity and innovation in the OOH industry, OAA 2013 saw a total of 55 awards presented. This included 21 gold, 17 silver and 16 bronze winners. A photo op of the evening.

An excited Milestone Brandcom team DDB Mudra team : happy

Young Outdoorain - Team Emerald MOMS Outdoor Media Solutions team with their haul

Young Outdoorain - Team Turquoise Kinetic Worldwide team : all smiles

32 afaqs! Reporter, July 16-31, 2013

,17(59,(: SANTOSH PADHI> CO-FOUNDER, TAPROOT UMESH SHRIKHANDE> CEO, TAPROOT “The creative business is best done in tighter groups” In a chat with afaqs! Reporter Umesh Shrikhande and Santosh Padhi speak on the journey of Taproot post the Dentsu acquisition and the need to appoint a CEO for the company. Excerpts. By Ashwini Gangal

seems to be getting things right, their reason for investment is not to change that character but rather to nurture it. No wise investor invests in something good and then disturbs it. So, post acquisition, nothing dire needs to change. Yes, a positive thing for Taproot is access to a wider canvas, wider group of clients, more relationships, access to information and digital muscle.

To what do you attribute the need for a CEO -- your desire to remain focused on your craft or a logical scaling up from boutique to big? Padhi: There was simply the need for a CEO in the system. There are things that we cannot do and need somebody else to do. If you’re a mother of two babies you can control them; suddenly if you have eight, you can’t. You need someone who can take care of them. So right now, our hands are full. We can’t be devoting our quality creative time to do something that somebody else is good at. Aggi (Agnello Dias, co-founder of Taproot) and I are creative guys. We may have a vision for New journey: the agency but at times you really need a third Padhi (left) and Shrikhande lens. Business cannot be approached through just the creative process. There are certain calls that we need a CEO to take. FOTOCORP Did Dentsu’s presence catalyse the process of quick chat with Taproot’s co-founder, people in office! But when I went to Tokyo getting a CEO on board? Santosh Padhi and newly appointed recently they really celebrated us. I was introduced Padhi: I don’t know, but if we had the kind of ACEO, Umesh Shrikhande, and you’re to clients and creative heads. They were really businesses we do today, without Dentsu, we re-introduced to that unmistakable difference taking pride in us. We never expected this. And would’ve taken up a CEO even then. We have between creative guys and business heads. While a they have a lot of expectations from us, especially been thinking of getting a CEO for a year now. barefoot Padhi lounged on a red beanbag in three- after our performance at Cannes and Adfest. I think we’re the only creative agency that didn’t fourths, a more formally dressed Shrikhande took Nothing has changed on a day-to-day basis. have a CEO in the system. Every other agency has to a chair. Why does anything have to change? No one from one. It’s a ‘must’ thing. We delayed it - we kept When asked about his new role, Shrikhande Dentsu sits in our office. Yes, we do have to follow saying ‘Kal karenge, aagey ja ke karenge, six months ke claims that despite his 20 plus years in the industry, some monthly rituals like giving them a financial baad...’ If we could have hired a CEO in our first this doesn’t seem like a job where he’ll be doing status. That is part of our deal. Apart from that year itself we may have done better than what we ‘more of the same’. Padhi, on the other hand says, they have given us a free hand and we enjoy it. did these last three years. “Did we need another young guy? No, we have 40 young guys! We needed someone who is seasoned Is it a bit like going back to the very network Umesh, given your past experience with and mature. There are too many wild thinkers environment you left in 2009 to launch Contract and then Lemon, is it fair to say here already.” Taproot? you’re more comfortable in a smaller, more And, this isn’t all they said. Excerpts. Padhi: Not really. When you work for somebody contained environment? as a creative employee it is difficult to change the Shrikhande: Yes, the business of ideas is such It’s been almost a year since Dentsu took culture that’s been in place for decades but when that you tend to enjoy it much more when you’re over. What is the biggest change since? you start something of your own and then join working within a cohesive team. Fundamentally, Padhi: A lot of positive things have happened. hands with somebody, you can always make your the creative business is not hugely scalable; it’s We never thought we would be such a celebrated demands, saying ‘I’m like this -- take it or leave it’. best done in tighter groups. That’s probably why agency in the Dentsu network. We thought ‘Why even in large agencies you’ll often find smaller and would a big giant network celebrate a small little Shrikhande: When a big network invests in a agency of 40 people?’ Dentsu Tokyo has 4000 creative agency, which has its own culture and FRQWLQXHGRQSDJH>>

34 afaqs! Reporter, July 16-31, 2013 Contact INMASouth Asia Coordinator, PRIYA MARWAH, [email protected] Mobile: +91987199 6878 The InternationalNews Media Association (INMA)isundoubtedly theworld's leadingprovider By providing members unprecedented accesstothousandsofideasandprofessional contacts Catch alltheactiononINMAwebsite. Devour theknowledge thatdefines via blogs, casestudies, conferences, publications, reports, andnetworking tools INMA’s groundbreaking events provide apowerful platform for benchmarking. The associationprovides members withthoughtleadership togrow audience, Now markyour calendarfor the7thINMASouth Asia Annual Conference. AL IDRGSRTOSOE IL2 JULY, 2013 EARLY BIRDREGISTRATIONS OPEN TILL 20 of globalbestpractices andmarketing ideasfor news mediacompanies. August 22-23, 2013Eros Managed by Hilton, Nehru Place, New Delhi 5300 members, 588membercompaniesin82countries. thriving Register now. Log ontowww.inma.org/newdelhi Sharing ideas.Inspiringchange. our web nothing 20 membercompaniesinIndiaalone. escapes on thewebsite advertising, brand, andprofits. A

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Soleil 1(:6%7/ HUAWEI AND AIRTEL/EASY CAB On the Go The campaign enables people to access Wi-Fi facilities while they travel in cabs. By Devesh Gupta

hile free Wi-Fi facilities at coffee shops, at an estimated cost of five-star hotels and campuses are almost about `10 lakh. Wcommonplace, Huawei Devices has Anand Narang, now launched free Wi-Fi services for travellers director, marketing, on Easy Cabs in Delhi and NCR. The data card Huawei Devices India, manufacturer, through an agreement with Bharti says, “Our idea was to Airtel (which provides 3G internet services) and clear people’s doubts Easy Cabs, will run the campaign for a month. that our dongle/data Huawei has placed its device, Wi-Fi data card cards can be used not E355, in the cigarette lighter of the cabs, using an just with a laptop but adapter. Internet services can be accessed by any can be plugged to a traveller on his/her laptop, iPad, phone or any switchboard at home, “Our idea was to other device using a password provided to the to a cigarette lighter in promote that our and a series of on ground initiatives, taking aboard driver of the cab. Hundred vehicles have been a car, gaming devices author Chetan Bhagat as its brand ambassador. equipped with the facility for the initiative. and other things; and data cards can be Talking about the marketing challenges that The brand has also bought advertising space secondly, it enables used by five users Huawei Devices faces for E355, Narang says, “We both inside and outside the cabs. The creative is multiple users, unlike have three challenges - placement, proposition designed by Interactive Bees. Airtel is providing the the usual data cards.” at a time.” and creation of an innovative strategy. Firstly, how service free of cost to promotepgp its high speed 3G Huawei’s E355 ANAND NARANG to get it placed in the retail stores so that people internet services. Huawei Devices aims to engage devicedevice was launched have access to it. Many retailers find it costly nearlynearly one llakhakh peoppeoplele bbyy tthehe enendd of thethe campaign, sixsix monthsmonths ago andand is without actually realising its benefits. Secondly, pricedpriced at `2,9002,900 in tthehe retairetaill mmarket. The company communicating to people that the device enables claimsclaims thatthat it is cost efficientefficient as it has the Wi-Fi five users at a time to use the Internet, making it capabilitycapability which allows multmultiplei users. The user a much better product than usual data cards and cancan also switch operators dependingde upon their thirdly, designing an innovative strategy such as requirementrequirement of inteinternetr plans. It claims the Easy Cab campaign where we can engage with toto be theth first of its kind as many people as possible.” devicedevi in India. Huawei Devices has over 65 per cent share in This is the first the data card market in India. In FY 2012-13, the campaignca by the company sold 3.5- 4 million dongles in India. The organisationo and aims company produces a range of Wi-Fi data cards to engage with people priced at different costs. „ ththrough social media [email protected]

ZEEQ Astronauts on the Ground Zee Q and Radio Mirchi have initiated an on-ground activity at Mumbai airport. By Devesh Gupta

f you opt for domestic travel from and activities revolving around vari- Mumbai airport in July, you are ous characters based on the shows Ilikely to come across an astronaut that run on ZeeQ. A screen installed while you wait in the lobby area after showcased some of its the security check. A month-long shows. on-ground initiative starting June, Speaking about the we wanted to tell peo- more than 15,000 people travel from 27, put together by ZeeQ in associa- campaign, Anuj Katiyar, ple that children can the terminal where the activation is tion with Radio Mirchi, was aimed head, marketing and actually learn from the being carried out. at connecting with children and par- research, ZeeQ, says, content on our channel ZeeQ is a subscription-based ents. The idea behind the innovation “Parents are always and gain from it.” edutainment channel targeting the was to interact with parents and cre- concerned about the He adds that the air- audience is SEC ABC, 4-14. Katiyar ate a brand presence in their minds. learning of their chil- port was chosen for the reveals that the biggest challenge for The channel set up a kiosk at the dren and if their child initiative as it provides the channel is to create awareness as airport where visiting parents were can learn while he/she a captive audience for people are not yet open to the idea of informed about the channel while is entertained, we can nearly an hour before edutainment. „ their children engaged in contests solve their worries. So, Katiar: building brand take-off. On an average, [email protected]

36 afaqs! Reporter, July 16-31, 2013

,17(59,(: KARAN KUMAR> MARKETING MANAGER (EDUCATION AND STATIONERY), ITC “Uncles and aunts needn’t know my brand; students do” In a chat with afaqs! Reporter Karan Kumar of ITC’s education and stationery business speaks of how this seemingly boring category is fascinatingly complicated. Excerpts. By Ashwini Gangal

s of last year, ITC’s stationery at large. Uncles, aunts, relatives and business was pegged at more neighbours may not know my brand but Athan `700 crore. The goal is to it scores high among students. Do we get cross the `1,000 crore mark over the next noticed because of front page newspaper 18 months. ITC’s prior understanding advertising? No, and I don’t intend of the paper value chain at a raw material to. Why to get into a communication level made notebooks the right product strategy that has a huge spill over? I for its foray into stationery in 2002. The don’t have dollars to waste on audiences brand was Paperkraft, notebooks for that are not my consumers. executives. The offering was extended to students with Classmate in 2003. So, what’s your target audience and Around 2007, ITC entered the writing how well do they know your brands? and geometry instruments space and Our brand marketing efforts target in 2010, launched art products with students studying in class one to 12, Classmate Colour Crew. across SEC A and B in all urban markets. A chat with Karan Kumar, marketing We’re doing very well in specific manager of ITC’s education and categories. If you go to schools and stationery business, comes with the colleges, Classmate is the first name revelation that this seemingly boring that comes to mind. And I say this with category is fascinatingly complicated. responsibility; our brand track research Did you know that notebooks have more shows that our top of mind score -- that seasonality of demand than any other is, the first unaided mention of our stationery item? Or that consumption brand -- for notebooks is in excess of 55 of art material peaks during school per cent at an all India level and as high vacations? There’s a lot more where as 75 per cent in some centres. Even in these nuggets came from. Excerpts. the geometry box category, we’ve struck it well; while in terms of market share How did ITC approach the Camlin leads, our top of mind recall is stationery category in 2002? almost equivalent to Camlin. When we entered with our notebooks, Tell us more about the nature of there was hardly anything called a your current competition? ‘national branded player’ in the space. There we have a product and brand proposition that is We’re one the few brands trying to have a footprint were a lot of regional and local players transacting superior to the ones currently available?’ This across all stationery categories. Any stationery primarily in a particular state or geography. was when marketing input, re-thinking what the product a school-going child needs should come Notebooks were not always asked for by brand. brand stood for, product portfolio and quality from us - that’s our endeavour. People said, ‘Ek dus rupai ki single line/double line benchmarking became important for us around In each product category under stationery, the notebook dena’. And among the existing players, 2007-08, as we started getting into the non- brands we compete with are very different. Yet, quality, consistency, availability and distribution notebook space. the lead competition in each category comprises were suspected. It was a clear opportunity. So, with notebooks, we were getting into established, iconic brands that have been around And fundamentally, there was no brand an unorganised, commoditised space with the for 50-80 years. In art stationery and geometry proposition that any of the players offered. It was challenge to convert it into a branded and nationally boxes, Camlin is dominant, in pens Cello and an extremely transactional and low involvement penetrated category. And later, for pens and other Reynolds lead, followed by others like Montex, category where anything sold at a convenient price non-notebook products, the challenge was to Lexi, Rotomac, Luxor and Linc. In pencils, we point got picked up. So, in the case of notebooks, compete with existing heritage brands. compete with Hindustan Pencils’ brands Nataraj the challenge and opportunity, was category and Apsara. In mechanical pencils, prominent conversion - from a ‘commodity category’ to a Purely from a recall standpoint, Classmate is players include Camlin, Cello and Faber-Castell, ‘branded category’. The next logical step was to a lesser known brand compared to some of and in notebooks there are brands like Bilt, ask ourselves, ‘What are the other complementing your competition... Navneet and Sundaram. non-notebook categories that the same consumer There are brands that are universally known by The landscape that we have in front of us is is consuming?’ mothers, fathers, neighbours, uncles, grandfathers, extremely disparate and disconnected as most dogs and cats. As far as we’re concerned, reality are not recognised or listed companies. Many are How different was the challenge in the is that we’re in a category that, compared to typical, family-owned, ‘lala’ run operations whose writing instruments area? other categories, has relatively smaller margins. balance sheets are not transparently available, but Very different. Here, the existing players were Therefore, it is important for our brands to be are strong in a particular geography. For us, the nationally branded and nationally penetrated. We known by our direct consumers - students - even challenge is to be nimble and responsive. „ thought, ‘While being a late entrant, how can though they may not be known by the world [email protected]

38 afaqs! Reporter, July 16-31, 2013

%<,19,7$7,21 Well-known professionals write on issues that they feel passionately about

YATEESH SRIVASTAVA Unexplored Territory

or many years I have been over time. This sort of behaviour witness to the debate on the enables brands to interact and engage merits and demerits of ‘new’ with customers in a way never done media versus ‘traditional’ before. A person could be watch- Fmedia. I worked in the internet space ing your television commercial and more than a decade ago but have responding with a code through the to confess that the contours of the internet or just simply through a debate have remained rather con- text message. QR codes or augment- stant. So constant, in fact, that it is ed reality options embedded into now all getting a tad boring. print advertisements can also cre- My stated position as a marketer is ate great opportunities for seamless that publishers, online and otherwise, offline-online communication with and broadcasters tend to deconstruct customers. The possibilities are lim- brands from a media standpoint. As itless and expanding. a marketer, a brand is first about the In my own experience, I would idea and its execution and media is like to share that new media has just a means of ensuring dissemina- worked well for my brand. Not just tion of that idea to as many people to help generate leads and acquire as possible, whether it is through customers - as a financial services the use of traditional media or new marketer I have the means to do media. both, outcall customers or sell them The problem is that new media µ1HZ¶PHGLDKDVWUDSSHGLWVHOILQWRWKH a product online - but also to main- has trapped itself into the ‘everything tain and build awareness during the is measurable’ corner. This argu- µHYHU\WKLQJLVPHDVXUDEOH¶FRUQHU period when there was no brand ment has been used to show digital communication through other media in a favourable light as compared to, such as press, television radio or say, television, radio, print and out of become an acquisition engine. plored - the ability to build brand out of home. I have also found that home. As a result, for many market- In either case, new media is still engagement and awareness through a new media campaign running in ers, the impression of new media not recognised for its ability to build new media that transcends the clas- tandem with classical media tends is inextricably linked with ROI and brands. Given the expanse of new sical cost per lakh (CPL) or cost per to boost the brand awareness much is hence used largely for either lead media connectivity and the likely acquisition (CPA) approaches. faster than a standalone campaign. generation or customer acquisition. rate of growth, this has to change. In today’s world, possibly the We are standing on the cusp of a This has led to a compartmentalisa- Computers and the internet are no device closest to a person’s heart is genuinely brave new world. As mar- tion of media - traditional for brand longer accessible to a chosen few. As the mobile phone. It is the single keters, it is our responsibility to make building and new for leads and acqui- the mobile networks grow their data window to the world using voice, text the most of the opportunities that lie sitions. Hence, for lots of marketers services penetration, the internet is and data to allow people to stay con- ahead. We can work with traditional who do not have the wherewithal to becoming more and more ubiqui- nected. Modern tablets are becoming media or new media as the case may work on leads or have last mile digi- tous through a multiplicity of devices an extension of the mobile phone. be to stretch the boundaries of our tal fulfilment capability, new media and across multiple screens - feature These devices, beyond connectivity, brand communication and make it budgets have been confined to what phones, smartphones, tablets, laptops enable simultaneous interaction with genuinely seamless for our custom- I call ‘The Leftovers Syndrome’ and and desktop computers. Technology multiple media. ers and prospects. To do that, it is is a small part of the overall spend. is allowing customers seamless tran- Hence, more and more customers critical to shed the ‘media’ hat and For others who have the ability sition between screens, depending are simultaneously watching televi- don the ‘idea’ hat. „ to either work on leads through out- on their location and mobility. sion and browsing the net through reach programmes or have last mile This is opening up new vistas that a mobile device of some sort. This fulfilment capability, new media has currently remain relatively unex- is a trend that is likely to accelerate (The author is COO, Aegon Religare)

<< FRQWLQXHGIURPSDJH Given your consistent performance at major Umesh, unlike many agency heads who are award shows, have your clients come to almost brought in to fix things, you’re coming in at expect award-winning work from you? Is a time when things are good. Do you have a The creative business... there a downside to too many trophies? sense of ‘half the battle is won’? tighter creative groups. In a tighter environment, Padhi: No downside, but for a creative agency, Shrikhande: Well, one challenge for me surely you can work more closely with people, retain this is the best way to say ‘I am better than others’. will be to not get in the way of what is going spontaneity and think intuitively. The larger the There is no other parameter to judge creativity. on here. More than what I will contribute, not setup, the more you get pushed into a consensus- So we have industry guys coming together to say disturbing the tempo is a challenge! „ driven thinking, which can reduce your sharpness. ‘This ad is creative’ and ‘this one isn’t’. [email protected]

40 afaqs! Reporter, July 16-31, 2013 I LOVE TO LEARN ABOUT HISTORY AND CULTURE WHEN I TRAVEL

ANUP TAPADIA Founder, TouchMagix Media

by the taste of food, outside avenues for fun and adventure IIndia?ndia? WhWhere?ere? makes it different from the rest I alwaalwaysys assumed Chinese people of the world. eateat relatively bland food and onlyonly Indian Chinese was spicy. What has been your worst If there is one place you can Santorini,Santorini, Greece wherewhere I went I was tatakenken abackaback on my trip to travel moment? Why?Why? keepkeep going backback to forfor a holi-holi- withwith my wife in 2012. Beijing,Beijing, wwherehere I couldcould not eat During a hheavyeavy worworkk trip, I day,day, wherewhere wouwouldld it be?be? a ChineseChinese ddishish becausebecause of tthehe lostlost tthehe tractrackk of sanity ddueue Bali.Bali. As a traveller, what’s yyourour titipp spspicinessiciness and the locals went all to lack of rest. I read the forfor oothers?thers? easyeasy on it. arrival time at the destination Tell us three goodgood thingsthings Avoid too much detailed as the departuredeparture time from the about travelling?travelling? planningplanning for any trip. Let the What and where has been source and managed to miss I love to learn about history and surprisesurprise and adventure remain to youryour best bazaar bargain so the flightflight.. culture when I travel. I enjoyenjoy bebe explored at run-timerun-time.. far?far? meeting new peoppeople.le. I must BuyingBuying largelarge artifacts in BaliBali was WhatWhat is tthehe bbestest souvenir you confess thatthat I alsoalso enjoy thethe time A colleague/co-workercolleague/co-worker fromfrom quitequite a bargain.bargain. Due to goodgood ever boughtbought fforor anyoneanyone?? sspentpent on airplaneairplane and in transit yyourour industryindustry with whom ddeals,eals, mymy familyfamily shopped so The largelarge Buddha stone statue wwherehere the cell phonephone does not yyouou would like to gogo on a mmuchuch that we had to book a from Bali.Bali. rinringg and I have peaceful time to hholiday.oliday. llargearge 40ft container to ship ggoodsoods think. With TouchMagix’sTouchMagix’s R&D headhead.. ttoo India. What is your ‘Life me ekek Baar’ vacation, that you WhenWhen you travel,travel, wwhathat is a WhatWhat hashas beenbeen your ‘Li‘Lifefe me WhichWhich hashas bbeeneen tthehe most wouldwould ddefinitelyefinitely want to go must carry forfor you?you? ek Baar’ momentmoment?? uniqueunique ddestinationestination tthathat you on?on? My MacBook.MacBook. TheThe skydiveskydive I diddid at San Diego everever visited.visited. WhenWhen andand why?why? I wiwillll ddefinitelyefinitely likelike to cclimblimb andand Mexico borborder.der. Santorini,Santorini, the island’s blue up Mount KilimanjaroKilimanjaro once WhenWhen and where did yyourour andand white themetheme,, the beautiful in this lifetime. It’s a 6-8 daysdays bestbest holidaholidayy happen?happen? HaveHave youyou ever been surprisedsurprised architecturearchitecture coupledcoupled with ampleample hike.hike. „ 1(:63(23/(

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

his fortnight there were a few high level Saatchi, Publicis (Singapore and India) and JWT he media businesses in the country also Tappointments in the country’s advertising India. Some of the brands Mallik has worked on in Tsaw top-level changes as Shereen Bhan sector. Creativeland Asia appointed Srijib Mallik, his career include Pepsi, Nokia, HP, Cisco, Pizza was named CNBC-TV18 managing editor after former Delhi & Mumbai head of Bates CHI & Hut, Royal Enfield and General Motors. Udayan Mukherjee stepped down. Mukherjee Partners, as COO. Mallik will set up and expand Meanwhile, Grey Delhi’s former vice- had decided to step down from his day-to-day the Delhi operations of Creativeland’s recently president and branch head, Dip Sengupta, has opened branch in Gurgaon. Later, he is expected to joined McCann Worldgroup as general manager, expand the agency’s business opportunities in the McCann Erickson. He moved to the agency international market. around a week ago. Based in Delhi, Sengupta will Interestingly, before report to Alok Lall, executive director, McCann Bates, Mallik was with Worldgroup. Rediffusion-Y&R, In 2002, Sengupta joined Ogilvy & Mather’s where he looked after Delhi branch as account director. At Ogilvy, the MTS account as he was promoted to director, client services. In national business head. 2006, he shifted base to Ogilvy’s Kolkata branch It may be recalled that as managing partner and head, client services. Creativeland Asia’s Subsequently, he moved to Mudra’s Delhi branch Gurgaon office bagged as vice-president in 2007. SHEREEN BHAN UDAYAN MUKHERJEE the creative duties of JWT roped in Jasravee Kaur Chandra as vice- SRIJIB MALLIK MTS last week. president, planning. Kaur will continue to be based responsibilities at CNBC-TV18, after a stint Mallik comes on in Mumbai. Earlier, she was with Rediffusion- of 15 years, citing personal reasons, but will board with over 15 Y&R as head of planning for FMCG brands. She continue his association with the group. Bhan, years of experience and has worked with agencies has worked in categories such as beverages, media, executive editor, will step into his shoes from including W+K (London and India), Saatchi & personal care, finance and real estate. „ September 1. Meanwhile, Network18 Group had also set up ‘Network18 Business Newsroom’, an DIGITAL integrated newsroom comprising its broadcast and digital news outlets in the business media -commerce firm leadership roles with space. The newsroom will comprise of CNBC- EMyntra.com Nestle. Prior to Myntra, TV18, CNBC Awaaz, CNBC-TV18 Prime appointed Vikas Ahuja Ahuja was the country HD and Moneycontrol.com. as chief marketing business manager for In this context, Senthil Chengalvarayan, officer (CMO). This is Nestle India. who was till now the president and editorial the first time that the Meanwhile, Sameer director of TV18 Business Media has been company has appointed Pitalwalla, director of elevated as the editor-in-chief of the Business a professional in the video and celebrity at Newsroom. Chengalvarayan has been with the post of CMO. In his Disney UTV, had put group for 19 years and was earlier the managing new role, Ahuja will in his papers at the editor for CNBC-TV18. be responsible for the company. Pitalwalla In a concurrent development, the editorial sales and marketing VIKAS AHUJA SAMEER PITALWALLA moves on to start his leadership team at CNBC-TV18 has been functions and driving own venture. The strengthened further with senior editors the overall brand strategy at Myntra. company is still looking for his replacement. Menaka Doshi and Latha Venkatesh being Ahuja comes with more than 18 years of sales Pitalwalla will continue the association as a elevated as executive editors and also given and marketing experience, having held various consultant. „ charge for key verticals at the Newsroom. „

TAM an act of professionalism, is fulfill- ing and respecting its contractual duties and obligations that it is bound by, with the individual broadcaster Monthly Service clients. This decision is based on individual client letter requests only While TAM agrees to major broadcasters’ demand of monthly data (for few from some specific few TV channels networks), this has presumably infuriated advertisers. By Prachi Srivastava that have been received by TAM. Data for all other TV channels will onfirming what has been in of reasons. As per a mail sent by continue to be reported as earlier.” the air for the last few weeks, TAM to its clients, it will not release Another big change is that TAM CTAM has informed its clients weekly viewership data for the chan- will henceforth report viewership of that it will release data for major nels of various networks: Times these channels not as a percentage broadcasters only on a monthly basis. Television, Viacom18, Network18, of the total targeted audience but in Henceforth, the television rating STAR, MSM, NDTV, Prism absolute numbers. Broadcasters have agency will release monthly ratings (Eenadu), BAG Networks and ZEE. been pressing for a change in report- begining August 1. Instead, the figures will be released in ing so that the number of viewers This has been one of the demands the first week of each month for the reached appears rather than a per- of the major networks, which have month gone by. TAM has released a centage of the whole.„ been unhappy with TAM for a string statement saying, “TAM, purely as [email protected]

42 afaqs! Reporter, July 16-31, 2013