TOUCH US NOT ardo da Vinci‘s Last Supper. The THE FINANCIAL WORLD—DELHI On Sunday, The Times of next day, the newspaper had SATURDAY • 22 SEPTEMBER 2012 11 India carried an illustration by to issue the following apology: cartoonist Neelabh that high- “We sincerely apologise for the ADVERTISING, MEDIA lighted the travails of RK Lax- anguish it has inadvertently Breaking the man’s common man at a time caused. This paper is truly of galloping food prices. Titled respectful of all faiths. It is & MARKETING ‘The Lost Supper,’ the piece one of the cornerstones of our BOX bore a strong likeness to Leon- editorial philosophy.” Touché.

ALSO READ | SP MAY FILL VACANT TMC CHAIR * P13 | THE IMPORTANCE OF BEING MULAYAM SINGH YADAV * P13 Globe SPOTTING NEWSBYTES TRAI RESTRICTS Smartphone coupon usage CABLE TV VIEWERS Heady on Cable tv consumers will increases 100% be able to choose the 100 television channels as part Smart shoppers are consulting multiple of the basic service tier of platforms to aid with shopping and to save free-to-air (fta) channels money, according to recent surveys. Not only are only from those available they cashing in print and online coupons, but with their multi-system consumers are increasingly using their smart operators (msos). This Fruityflavoured spirit market for Winesthe Indian phones to get deals while in the store. According was stated by Telecom A BOUTIQUE consumer who has historically had to a July study by media and marketing services Regulatory Authority of FLAVOURED SPIRITS a very uneasy relationship with company Valassis, due to rising food and gas India (trai) senior counsel alcoholic beverages. We are perhaps prices, 74 percent of US consumers planned to Meet Malhotra while INDUSTRY IS SLOWLY the only country where the age use more coupons this year. According to the making arguments against BLOSSOMING IN THE bar for alcohol consumption is 25 Valassis study, use of mobile coupons or apps petitions challenging the years; where it’s illegal to directly increased by over 100 percent in 2011, and 100 regulator’s Tariff Order, FRUIT GROWING or indirectly advertise alcoholic percent again in 2012. —eMarketer allaying fears of msos and REGIONS OF THE beverages; where a candidate Fruity flavours not local cables operators that contesting for a seat in the parliament just add to wine they will have to make COUNTRY had to pledge absolute abstinence; Connectivity influences available any and every and where, until recently, smoking experience but are also channel demanded by and drinking were completely global shopping their consumers. Radhika Sachdev prohibited in Bollywood films rich in antioxidants and only six years ago, the Delhi and vitamins Connected devices have become a way of life for FESTIVE SEASONS TO HEN LIQUOR High Court overturned a law that many, but shoppers are digitally engaged to varying PUSH UP E-SHOPPING baron Vijay Mallya’s barred women from employment as degrees depending on the products they buy. E-shopping during forth- Kingfisher Airlines barmaids! While e-commerce activity for some consumer coming seasons is likely was tottering on its However with rising exposure packaged goods (cpg) products — especially to go up by 350 percent Wfeet, his attention got briefly diverted, to smuggled Ready-to-drink (rtd) perishable categories where freshness counts — for products like con- as he got busy setting up a United imported spirits flavoured with may not be as transformative as other sumer electronics, home Breweries (ub) lychee processing cranberry, raspberry, lime, blueberry, non-cpg industries — such as books, music and appliances, home decor plant at Patahi in Bihar. Nearly apple, orange, ice, tropical and cherry travel — online grocery purchasing power is and ornaments the most, 70 percent of the country’s lychee extracts, fruit wines have become a growing. New findings from a Nielsen online according to assocham. production comes from the badlands rage, especially with the young, free- survey of respondents from 56 countries around Reasons for e-shoppers of Muzaffarpur and its neighbouring spirited women consumers. Pegged the world provides insight into the influence number multiplying are districts. at `120 for a 275 ml pack and with 7 digital devices have on grocery-shopping because of factors such In Jalgaon in Maharashtra, mp percent alcohol content, tropical fruit behaviour. —Nielsenwire.com as home delivery which Haribhau Jawale has opened a banana is the urban jet-set. saves time, secondly ‘24x7’ winery in Piprud, while powerful Small wonder, wines and hours shopping. According farmer co-operatives in Katol in champagne consumption grew by to a study undertaken by Nagpur are dabbling with oranges 502.38 percent between 2004 and Few takers for Obama’s forrester and assocham, and in Goa Cashew apple and passion 2008, and is expected to expand to endorsement deal e-commerce revenues in fruit are being used to process exotic 84.12 percent between 2009 and 2013. India will increase by more tropical non-grape flavoured spirits. In value and volume terms, India ‘The Most Interesting Man in the World’ than five times by 2016, up With India counted among the is the 10th largest wine consumer doesn’t always host fundraisers, but when he from $1.6 billion in 2012 to world’s biggest producers of mango, in the world and the fifth-largest in does, they’re for Barack Obama. And that’s $8.8 billion in 2016. home to nearly 1,000 varieties of Asia, according to a Vinexpo/iwsr upsetting some Dos Equis drinkers. More than the fruit, scientists at the Central 2010 study. The consumption spiked a few fans of the brand have taken to Facebook INDIA BRINGS HOME Institute of Subtropical Horticultural phenomenally (327 percent) between pine) are a big rage, along with drinking population has increased to protest a decision by Jonathan Goldsmith, 47 SPIKES AWARD Research in Lucknow is claiming 2004 and 2008, before plateauing out all-season citrus (orange, lemon), from 2 to 14 percent in 15 years and the actor who plays the character, to host a The winners of the Spikes good results with wines extracted (97 percent) between 2009 and 2013. and coffee and unusual (lychee and that the ‘average age of initiation’ had fundraiser for the Democrat on Sept. 18 in Asia 2012 Awards were an- from Dussehri, Langra, and Chausa At present, tropical flavors (mango, banana) flavours. The reasons for this dropped from 19 years to 13 years in Vermont. “Since you are supporting Obama you nounced in Singapore on while in Chittoor in Andhra Pradesh, new-found ‘love affair’ with flavored this period. just lost a customer,” wrote one fan on the Dos 18 September. Ten juries Galla Foods, an exporter of fruit FACTS IN FIGURES spirits are not difficult to guess. On the supply side, there is a huge Equis page. “Mexican beer for Obama...... chose 397 winners from an concentrates and pulp has added Fruit-nutty flavours successfully variety of tropical fruits available in bye-bye Dos Equis,” said another. initial 4,860 entries. The mango wine to its stock-in-trade ○ With growing health conscious- ‘mask’ spirits — so it doesn’t appear the subcontinent. Around 95 percent —Adage.com Media Agency of the Year beverages. ness, fruity flavours are expected women are defying ‘Indian’ con- of the 600,000 tons cashew apples, trophy was awarded to Meanwhile, Agricultural to do exceptionally well over the vention, while at the same time, it 700,000 tons blueberry and several Mindshare Mumbai with University Balasaheb Sawant Konkan coming years announces their entry to the pubbing tones of mangoes spoil due to the lack Cheil Worldwide Seoul Krishi Vidyapeeth and Dapoli club. Vodka may have alcohol base of of proper transport, warehousing and Bruce Willis thirsts for taking second place, while in Ratnagiri, Maharashtra have ○ Fruit flavourssuccessfully mask 38 percent, but when its delicately processing facilities. vodka justice Whybin\tbwa Group Syd- successfully processed wine from the alcoholic content of the drink sipped delicately from long-stemmed Government agencies, agricultural ney was placed third. cashew apples, mangoes, blueberries glasses — as green apple, cranberry scientists and horticulturists believe Three years after lending his image to promote and blackberries, while in fruit ○ Fruit wines are becoming popular or orange-flavored Smirnoff — that with growth in demand for Sobieski vodka in the US, actor Bruce Willis DATE FOR COMMENTS bowl Nashik, entrepreneurs are with women and first-time drinkers it gets easily passed off as a home-grown spirits, the industry will is trying to get his paycheck. Representatives ON AD RULES DEFERRED experimenting with pomegranate, ‘ladies drink’! not just fetch better prices for fruit of Willis will meet in Paris on Tuesday with trai has extended till 24 papaya, strawberry and sapota wines. ○ Better marketingand regionwise Health benefits of fruit-laced spirits growers; it would also cut out this other creditors of French liquor company September the date for In terms of marketing, last year, display is making them hot picks are another driver for this sector. criminal wastage of fruit. Belvédère sa, owner of the Sobieski brand, to comments by stakehold- Waitrose, UK became the first at modern-day retail formats With better region-wise (Nagpur, Quality, flavour, and marketing may decide how to restructure the firm’s debt of €744 ers on its draft amended international supermarket assigned Pune, Himachal etc.) distribution, still have its sceptics — “Barring Hi- million ($976.9 million). At issue for Willis is regulations with regard a separate shelf space to Indian red ○ The growth of this industry will marketing and display at modern machal Pradesh’s apple wines, others €20 million that he was promised in the event to advertisements on and white fruit wines under the prevent fruit spoilage caused by retail formats, consumer awareness are barely drinkable,” says Subhash that the value of his original compensation—a television channels. trai banner ‘unusual wines from across lack of transport, warehousing about this category is only bound to Arora, the president of the Delhi 2.6 percent stake in Belvédère—fell beneath a has reiterated in the draft the world.’ and processing facilities grow over the coming years. Wine Club — but over time this per- certain threshold. amendments that the All this turns a new leaf in the Marketers are upbeat that the ception may also get washed down. —The Wall Street Journal advertisement duration ceiling of 12 min/hour announced by it on 14 May this year was as mandated A WEEKLY REPORT THAT TRACKS CREATIVE AND by the central government. SweepStakes MEDIA ACCOUNT MOVEMENTS MediaScape AEGIS LAUNCHES CCS Reported FOR 1ST TIME IN INDIA annual Aegis Media has launched Account name Incumbent New agency spends its proprietary research- in ` GENDER BENDER based tool Consumer Media Accounts Women like ad characters they can identify with; Connections System (ccs) Akshaya [Real Estate for the first time in India. Vizeum [Chennai] NA men they can’t ccs involves a study that Developer] gives the agency and its Bharti Retail Madison Media ZenithOptimedia NA hether we call them Generation Y, Generation ‘C’ clients valuable insight DeOleo Vizeum [Mumbai] NA (for Connected) or Millennials, Americans ages into how today’s consum- 13-34 hold tremendous potential for marketers. Creative Accounts W ers choose and use media New research from Nielsen reveals that males and females in the rapidly changing Piaggio’s Commercial R K Swamy Paradigm Plus Marketing in this age demographic are drawn to very different types of NA world. ccs analyses media Vehicle Division BBDO Communications tv ads. While both younger men and women connect with consumption not just by Volvo-Eicher Commercial characters that they view as similar to themselves, guys TBWA NA genre but also by specific Vehicles [VECV] identify with other ‘normal’ guys placed in extreme or exag- acters who allow a woman to imagine herself in their shoes. channels, programmes and gerated situations. Women relate to a more aspirational ap- Humor, is an element that requires a different approach based titles. —Agencies Courtesy: Spatial Access Private Limited; www.spatialaccess.com proach, connecting with happy situations that feature char- on the audience’s gender.

Idea [3/5] Positioning [2.5/5] The idea is to show the boatman’s To show Fevicol Marine’s NOT STICKY ENOUGH carefree attitude towards the cohesive power, the commercial chairs that are glued together takes a dive into the muddy FORCED IS HOW THE NEW FEVICOL MARINE AD with Fevicol. Oglivy and Mather backwaters of Kerala and hopes to takes the extremist route of come out clean with its mazbooti COMES ACROSS AS THE CREATIVE TEAM FAILS throwing the pieces of furniture ka jod promise. However, what it IN ITS USUAL SMART COMMUNICATION to show the adhesive strength of comes out with is a little confused the product underwater. Fevicol positioning of Fevicol Marine in the bushes, comes out a girl commercials are often known household articles of furniture, Anjali Kispotta requesting a ferry across. He to use such extremist tricks to which are rarely exposed to a New Delhi immediately makes space for her add humour to the campaign, heavy downpour. The film could on the boat by throwing some however, this one does not seem have communicated the efficacy Storyline of the chairs into the water. The to be very impressive. of Fevicol Marine better with the Fevicol is back with its promise girl then points at her pet kid usage of an article that is often of mazboot jod, and this time requesting the boatman to make Execution [3/5] exposed to water rather than the idea is to prove its strong space for it too. With a little It is a decent execution of an using chairs, which are either adhesion underwater. The film hesitation, but with immediate otherwise average idea. The used in balcony or the dining opens with a boatman ferrying effect, he dumps all his chairs revered Rabindra sangeet or the living room. wooden chairs in his boat. An old into the water to make space flowing in the background as man sitting on the banks asks for for the kid and its fodder. The the Chaplinesque-moustached X Factor [2.5/5] a ride across but he refuses as his voiceover then drives boatman rows the boat makes for It is devoid of any celebrity boat is fully loaded. home the tagline a promising visual. quotient; has a poor comic punch Just then, from behind Fevicol ka mazboot and is also dry of a strong tag line. jod ab pani mein bhi, Technique [2.5/5] The only thing going for it is the while the boatman The technique is average with mesmerising backwaters but pity, AT A GLANCE is seen rowing away no smart humour (arguably even that gets shrouded by the with the pile of the hallmark of all Fevicol melodrama between the boatman COMPANY: Fevicol Pidilite CREATIVE AGENCY: Ogilvy India chairs tied campaigns) weaved into it. The and the girl. ADScan to the boat. ad seems wanting in its thought. [email protected] CATEGORY: Household care TAG LINE: Fevicol ka mazboot jod ab pani mein bhi

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