September 1-15, 2016 Volume 5, Issue 6 `100

TAARAK MEHTA KA OOLTAH CHASHMAH LAUGH LINES Only a special brand of humour can make a daily sitcom tick on merrily for 2,000 episodes and after. What else lies behind this success story?

From left: Anooj Kapoor, Asit Kumarr Modi and N P Singh

Subscriber copy not for resale Subscriber copy not 6 16 8 PLUS DOVE No Rhyme, Only Reason 12 TITAN Time Machine 14 IKEA

NESCAFE MYNTRA CHING’S SECRET Big Move 17 New Cup of Resolve Breaking the Stereotype High Stakes Gameplan GUEST ARTICLE The coffee brand’s ad is back Ethnic wear brand Anouk A big budget ad film with 23 with a warm-up session. paints a new picture. some big names on board. Kopal Doshi editorial

This fortnight... Volume 5, Issue 6 EDITOR f you are looking for persistence-leads-to-success stories, they don’t come better Sreekant Khandekar I than this. PUBLISHER

September 1-15, 2016 Volume 5, Issue 6 `100 Prasanna Singh TAARAK MEHTA KA OOLTAH CHASHMAH Fourteen years ago, when he first set out visiting broadcasters with script in hand, EXECUTIVE EDITOR Ashwini Gangal LAUGH LINES Asit Kumarr Modi, head of production house Neela Telefilms, was laughed out of Only a special brand of humour can make a daily sitcom tick on merrily PRODUCTION EXECUTIVE for 2,000 episodes and after. What the studios. They wouldn’t touch a script - that did not have ’s staple diet else lies behind this success story? Andrias Kisku of family intrigue or tragedy - with a barge pole. What made it worse - from their ADVERTISING ENQUIRIES point of view - was Modi’s insistence on a daily comedy show. Undaunted the man Shubham Garg continued his search. 81301 66777 (M) Apoorv Kulshrestha 9873824700 (M) From left: Anooj Kapoor, The TV show based on newspaper columns first written in 1971 by a satirist Noida Asit Kumarr Modi and N P Singh finally found a taker when Sony head N P Singh accepted Taarak Mehta Ka Ooltah Nikhil Jhunjhunwala Subscriber copy not for resale Subscriber copy not 6 16 8 PLUS DOVE 9833371393 (M) No Rhyme, Only Reason 12 Chashmah (TMKOC) for SAB TV in 2008. Exactly eight years later, TMKOC TITAN Time Machine 14 IKEA is laughing its way into the record books and into urban Hindi audiences’ hearts. Big Move 17 NESCAFE MYNTRA CHING’S SECRET [email protected] New Cup of Resolve Breaking the Stereotype High Stakes Gameplan GUEST ARTICLE The coffee brand’s ad is back Ethnic wear brand Anouk A big budget ad film with 23 with a warm-up session. paints a new picture. some big names on board. Kopal Doshi MARKETING OFFICE Two thousand episodes is a good landmark to take stock of a serial’s longevity and B&B Genesis, A 12/13, Ground Floor, Sector - 16 understand what makes it tick. In Mario Puzo’s bestselling Godfather, Don Vito Noida - 201301 Corleone’s consigliere Tom Hagen has a memorable retort when, on a mission for the Godfather, he tells a producer: “I have a special practice. I handle one client.” MUMBAI 302, Makani Center, 3rd Floor, Off Linking Road, Bandra (W), Modi and Neela Telefilms could tweak that line to suit them. Neela Telefilms has Mumbai - 400050 just one show under its belt and have made comedy a special art backed by a long- SUBSCRIPTION ENQUIRIES serving cast of actors. Neither Sony-SAB nor the sponsors would mind that exclusivity Akhilesh Singh because TMKOC has made a habit of making the audience laugh every evening. For [email protected]

SAB too, TMKOC is a one-show show. It is streets ahead of the next popular show Owned by Banyan Netfaqs Pvt Ltd and on the channel. Printed and published by Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, Now with the 2000-mark milestone firmly behind it, both production house and Jawala Heri Market, Paschim Vihar, New -110 063. broadcaster will be figuring out ways to get the rural audiences into its fold. Will rural humour Taarak Mehta? Printed at Cirrus Graphics Private Limited B-61, Sector 67, Noida (U.P.), 201301

M Venkatesh [email protected] CONTENTS Brought to you by: 27

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Stories of Brands Made for India AFAQS! EVENTS VISTARA 26 August 24, 2016 | Crowne Plaza, Gurgaon Talent Partner: JOB Brand Owners’ Summit SWITCH Emotional Flight Presenting the stories of brands The airline launches its first made for India from the mouths television commercial. of owners. 14 24 22 25

BAJAJ PLATINA TIAGO AMAZON WEB SERIES No More Bumpy Rides Storytelling Time Togetherness Redefined The New Hot Spot Changing tack from mileage A web series that stars the car Being there is more Is this the new way to chase to comfort. from . important than sending a gift. the youth of today?

afaqs! Reporter, September 1-15, 2 0 1 6 5 advertising NESCAFÉ New ‘Cup of Resolve’ The Nescafé ad is back in a warm-up session with RJ Rishi. The beverage brand’s new ad campaign was launched on digital platforms recently and will be aired on television from September 5. By Sunit Roy

emember Nescafé’s ad films lose heart and keeps trying while yet another marvellous one in this which featured a stammering sipping his favourite coffee Nescafé. series. It’s a result of belief in the Rstand-up comedian and an Suddenly, his phone starts ringing as agency, the strategy, and the idea.” out-of-job cartoonist? The two ads, people start to pour their hearts out... The coffee brand has also under the ‘#ItAllStarts’ campaign, venting out their frustrations against strategically planned the ad spends went viral and grabbed quite a few the boss, seek apology from someone, to grab maximum viewership. eyeballs. Well, the coffee brand is back profess love, and so forth. RJ Rishi “The campaign will be released on to make a statement yet again with its has succeeded in his endeavour to multiple media platforms such as new ad campaign ‘#StayStarted’. garner a response from his listeners! digital, TV, and radio. The campaign The new, recently-launched ad In its deliberate attempt to will be well-supported in terms of film titled ‘RJ Rishi’s story’, under the woo youngsters, Nescafé has been media spends to ensure not only high ‘#StayStarted’ campaign, highlights releasing ads which are youth-centric, reach among the consumer TG, but, the thought ‘Starting something new with the target audience in the age also to generate conversations among is tough. Staying started is tougher’. group of 16-24 years, ambitious and them on #StayStarted,” says Sioufi. The ad campaign, developed by aspiring youngsters, who have the McCann Worldgroup, , inherent desire to succeed. PERFECT CONCOCTION? was launched on digital platforms Commenting on how the idea of Vipin Dhyani, founder and chief such as YouTube, Facebook, and the campaign sprouted, Sioufi says, creative director, Thoughtshop Twitter on August 26, 2016. “The “We started establishing Nescafé as Advertising & Film Productions, campaign will be extended to the ‘Cup of Resolve’ for the youth an ad film production firm, finds television, as well as radio. We will three years ago. The communication the casting to be brilliant and take the idea to an actual radio show - campaign and the co-owned property the performance, direction, and Nescafé Mornings on Red FM 93.5, of ‘MTV presents NESCAFÉ LABS’ supporting cast also quite good. “All from 5.30-7 am, hosted by RJ Rishi. were developed along this idea. The three films are all on a problem The show goes live from September objective is to provide a platform that (conflict), product entry, and a 1, 2016,” informs Nayla Sioufi, resonates with the youth, and with solution (pay off) format. Idea wise, general manager - beverage, Nestlé which they can connect strongly. coffee wakes you up, beats linear India. The ad film will be launched The effort in every campaign was to thinking, and is definitely a good platform to hinge on,” says Dhyani. Sioufi (above) and Joshi: According to Saurabh Kanwar, To woo youngsters, Nescafé has been brewing a new taste founder and president of the releasing ads which are youth-centric. digital agency Flarepath, this is an interesting take on building a on television on September 5. develop a true ‘human’ story while sharpened the articulation.” demonstration about your brand The film depicts a radio jockey’s seamlessly integrating the role of the Speaking about the brand proposition. “The creative execution (RJ’s) story, wherein the protagonist brand.” campaigns, Prasoon Joshi, chairman, is direct and earnest. A minor niggle addresses his listeners at 5.30 am Elaborating about the campaign, McCann Worldgroup Asia-Pacific, I always have is our Indian penchant from the studio, wearing a bright Sioufi adds, “#StayStarted is an and CEO & CCO McCann for ‘over emotionalising’ everything. smile on his face and holding a evolution of our existing brand idea - Worldgroup, India, says, “Nescafé I felt, in this case, it blunts the mug of Nescafé. And, while he (RJ) Nescafé being a constant companion is a cherished brand for us and we comedic potential of the story,” he knows that no one is listening to in your journey towards your goals. have always tried to create a fresh says, adding, “The bigger story, of a single word that he’s saying, he Both the stuttering comedian, as and heart-warming connect with our course, is that Nescafé has an actual nevertheless, attempts to motivate well as the cartoonist campaigns advertising. Be it the ‘Neighbour property on Red FM that brings his listeners to make a phone call and showcased such journeys where with Deepika Padukone’, the the promise of the ad alive,” says request a song to be played. Nescafé kept the protagonists ‘On ‘Musical Campaign,’ or ‘#ItAllStarts’ Kanwar. n The stubborn RJ doesn’t Plan’. With ‘#StayStarted’, we have campaign. The ‘RJ Rishi’s Story’ is [email protected]

6 afaqs! Reporter, September 1-15, 2 0 1 6

advertising CHING’S SECRET High Stakes Gameplan Ajay Gupta, MD, Capital Foods, claims that the latest Ching’s Secret ad film had an advertising and promotion budget of `75 crore, as much as that of a mid-size Hindi film. By Ashee Sharma o get Rohit Shetty, Ranveer Singh and Tamannaah Bhatia Ttogether in one frame is perhaps a coup of sorts. So, what do we get? A crazy Bollywood potboiler? Nah! An ad for Ching’s Secret! After the success of ‘My name is Ranveer Ching’ (2014), Ching’s Secret, a brand of Indian Chinese cuisine ingredients from the house of Capital Foods, is back with ‘Ranveer Ching Returns’. Directed by well- known Bollywood film maker Rohit Shetty, the larger than life (ad) film “Our objective is to is set in a dystopian future where Singh plays the saviour, messiah, or show the entire film call him what you may, who dashes to a large part of the into the arena Ben Hur style riding a modern day chariot of sorts (with Indian consumer, wheels, of course) and sporting a including the Indian headgear which could have put the diaspora, at least once.” Incas to shame, to fight a hunger war and save the people from starvation AJAY GUPTA with the help of his Ching’s Desi Chinese recipes. Backed by Yash Raj Films (YRF), nothing new in this. the five-and-a-half minute ad was While he loved the seamless released on August 19, and has since brand integration ‘Ranveer Ching’, garnered over nine million views on Santosh Padhi, chief creative officer YouTube alone. and co-founder, Taproot Dentsu, is With a claimed advertising and not convinced that this film is the promotion budget of `75 crore, distribution in South India, (enter the film’s recipe — ‘The Ma’ (the best creative use of a celebrity. His ‘Ranveer Ching Returns’ has turned South Indian actor Tamannaah quintessential mother of Bollywood favourite is the Ambuja Cement ad out to be a mighty expensive film. Bhatia), to own the ‘Desi Chinese’ movies). And, that’s how ‘Ma Ching’ with Khali. He also feels that the “With a budget comparable to category, and to convince (Rohit) was created. way MakeMyTrip used Singh is “a a mid-size Hindi film, this is the Shetty to direct an ad. lot better”. most expensive ad film ever made,” “My associates from YRF and I THE MEDIA PUSH And, like Padhi, an unimpressed says Ajay Gupta, managing director, landed at Shetty’s place with a clear ‘Ranveer Ching Returns’ was Ayan Banik, head - brand strategy, Capital Foods. “But, when the intent brief that we are making a ‘Mad released in cinemas and on YouTube Cheil India, too, points out one is to go mass with a product, who Max’, a crazy Bollywood movie in on August 19. On August 28, there example after another to show that can be a better messenger than Rohit approximately six minutes. He didn’t was a world television premiere on ‘Ranveer Ching Returns’ is not a Shetty and Bollywood — the common believe us initially. It took a couple of Sony Television. thought as fresh in advertising. man’s entertainer,” he adds justifying meetings and a phone call from Singh The ad will be telecast on selected “The use of celebrity actors and the costs incurred for the film. to convince him,” shares Gupta. TV channels. Shorter edits with celebrity directors, and creating Ashish Patil, vice-president, Yash stories with beautiful and seamless Raj Films, tells us that the original product integration has been in script was written as a mythological Directed by Rohit Shetty, the film has existence for a long time, way before in ‘Bahubali’ style by YRF, Ranveer Singh and Tamannaah Bhatia. the digital explosion in India, or but turned out in its current avatar social media outburst,” says Banik. due to the unavailability of horses! “Shetty has never done an ad, individual Ching’s Secret products Hozefa Alibhai, co-founder, That’s when the cars and bikes flew nor would he for a regular shampoo will be aired September onwards. Puppet Pictures, an ad film in (literally). NY VFXWAALA, a or toothpaste commercial. So, we The film will be dubbed in the four production company, says, “It’s division of Ajay Devgn Films, worked told him that we wanted ‘a Rohit South Indian languages of Tamil, a very ‘Rohit Shetty film’, and is on creating the dystopian city. The Shetty film’, which also had food and Telugu, Kannada, and Malayalam. entertaining for the masses. All film was shot at Ramoji Rao Film ‘Ching’s Desi Chinese’ in it,” adds the big names will surely create City, , in just four days. Patil, sharing an anecdote. BEEN THERE, DONE THAT awareness for the brand.” In an earlier interaction with afaqs!, While the film had all the Call them purists, but it seems He, however, adds, “It’s poor Gupta told us that the objective of the elements of a typical Hindi ‘masala’ that the advertising professionals we man’s ‘Mad Max’ meeting South ‘Ranveer Ching’ music video was to movie — boy meets girl, song and spoke to like to keep advertising Indian cinema, meeting Bollywood, create an instant recall for Ching’s dance, a really evil-looking villain, and movies separate. Moreover, they meeting Ching’s, where the product Secret. Since then, he informs, the and loads of crazy action, weapons, unanimously disagree with the film is a misfit. Should have been only one brand grew by over 150 per cent. et al — Singh pointed out that an setting any kind of ‘benchmarks or genre meeting the product story.” n The challenge now was to extend the essential ingredient was missing in gold-standards’. For them, there’s [email protected]

8 afaqs! Reporter, September 1-15, 2 0 1 6 Kerala accounts GROUP for 36% of India’s tapioca

Kerala University is believed to have invited Albertto be itsEinstein Kerala has Vice Chancellor the largest shopping mall in India which is spread across a gross leasable area of 17 acres Kerala accounts for 92% of India’s rubber

Kerala accounts for 24% of India’s coconut

Kerala’s No.1 English Daily Take our word for it. With our unprecedented access and understanding of the Kerala market, we know the state and its diverse people best. Over the years, we have built a strong reputation with our loyal readers. When you advertise with The Hindu, Kerala’s leading English daily by far, you reach out through the newspaper that has the trust of Keralites. Source: ABC July - December 2015 ABC July - December Source:

FOR ADVERTISING ENQUIRIES, CONTACT: Print: Kiran Joshy - [email protected] | +91-98475 40456 Digital: Subhra Nag - [email protected] | +91-98409 18070

THE HINDU GROUP - To subscribe to our group publications, visit www.thehindugroup.in/subscribe advertising ASIAN PAINTS Colour Schemes Asian Paints’ new ad campaign ‘Asian Paints Colour Expert’ that has been created by Ogilvy & Mather highlights the fact that ‘women have better colour sense’. By Sunit Roy

ltough men have always been service extended to help consumers right amount of gloss and production considered the dominant make the right choice when it comes befitting the category, and also a Agender, when it comes to to painting their homes. likeable cast and music, for me the putting together a beautiful home, The film is about a man who uses overall construct is a little hackneyed. women fare far better. Centred upon the ‘expert’ service in a most innovative A man trying to impress his wife at this thought is Asian Paints’ recently manner to impress his wife. something which is stereotypically launched new ad campaign. According to Syngle, with the seen as more of a woman’s domain Titled ‘Asian Paints Colour help of the brand’s colour expert, is really old news now, and brands Expert’, the ad film revolves around consumers can visualise their across categories, from milk powders a man’s attempt to impress his wife homes in various colours and to washing powders, are using this by doing up their home with the help pattern combinations before making device with a very similar role. So, of a ‘Colour Expert’ from the house decisions regarding their perfect it is definitely not cutting the clutter of Asian Paints. Created by Ogilvy home makeover. for me.” & Mather, Mumbai, the ad, directed “With this campaign, we are Talking about the execution, by Vivek Kakkad and produced by reinforcing our expertise in colour Bindra says, “The film ticks all the the production house Curious, was in order to help our consumers boxes for a classic story-telling hit released on television, as well as on understand colour and décor better — slightly quirky performances, the Asian Paints’ YouTube channel. to get the right look for their homes. effective use of music, and just a “The ad can be viewed on Consumers can now give a missed touch of humour. It also effectively television, digital platforms, and call to 8050480504 to meet our highlights new information, an cinema screens,” informs Amit ‘Colour Experts’ and transform their innovation beyond the product, Syngle, president — sales, marketing homes,” informs Syngle. which is typically rare in this and technology, Asian Paints. “We category.” will have a digital extension of the INDUSTRY SPEAK Adding further, he says, “The same and it will also appear on radio, Ever since the ad film was released film highlights a unique feature that as well as in print media,” he says. on YouTube, it has clocked over one the brand offers, and hence, adds Speaking about the campaign, million views. We asked our experts another dimension to the ‘paint Sukesh Kumar Nayak, executive whether the idea of adopting the your home’ thought. It connects to a creative director, Ogilvy & Mather, story-telling approach to promote younger audience which is willing to says, “The campaign will include a the brand clicked with the audience. experiment and enjoys engaging the digital film series taking forward the “It’s a sweet and simple film. help of experts.” same idea, followed by another film There are some loose ends, but the According to Anu Joseph, chief creative officer, Creativeland Asia, Consumers can give a missed call to with the new algorithms in place, online success is often a matter 8050480504 to meet ‘Colour Experts’. of your spends unless you have that will be launched on television performances and execution make superlative content. “It’s best to after the run of the current film.” up for it and does not take away from (From top to bottom) Mahajan, judge a film on the basis of whether Talking about the idea behind the the core message. The husband trying Bindra and Joseph: different it clearly communicates the message. ad campaign, Nayak says that since to impress his wife and align with her shades What it (ad film) effectively does is Asian Paints’ colour experts help vision of a beautiful home by getting to tell you that you can get home you understand colour, design, and an expert’s help is a step in the right head, Rediffusion-Y&R. the paint and colour expert if patterns better, the agency drew upon direction — for the husband, for Bikram Bindra, vice-president and you’re challenged when it comes to this core insight to create the brand’s the home, and for the brand,” says strategic planning head, Grey Group aesthetics,” says Joseph. n latest ad which highlights the ‘expert’ Jaideep Mahajan, national creative Delhi, says, “While the film has the [email protected]

10 afaqs! Reporter, September 1-15, 2 0 1 6

digital DOVE No Rhyme, Only Reason Culture Machine along with Dove launched a new digital film that challenges beauty stereotypes perpetuated by nursery rhymes. By Suraj Ramnath lush, the digital channel from the stable of the digital media Bcompany Culture Machine, has along with Unilever’s personal care brand Dove, launched a new digital film. Titled ‘Is that You?’, the video, which features Indian women athletes, has been launched under the new campaign #ChangeTheRhyme. Interestingly, the famous nursery rhyme ‘Chubby Cheeks, Rosy Lips...’ is used as the background score for the video. However, the rhyme makes you wonder if this is the “We made the first seed sown of a singular beauty video for our digital ideal that young girls are exposed to. channel ‘Blush’, The video ‘Is that You?’ compels the audience to question this singular keeping in mind a beauty ideal. beauty product that We asked Siddharth Narula, vice- dares to be different, president, Culture Machine, if the film was made keeping a brand like relevant, and real.” Dove in mind. He says, “We made the SIDDHARTH NARULA video for our digital channel ‘Blush’, keeping in mind a beauty product that dares to be different, relevant, wonder if it does much for the brand. and real. We pitched the concept to But, from the lot, the Dove video ‘Is Dove, and it loved the idea.” that You?’ does the job best.” In general, brands give a brief and Talking about the execution, the respective agencies have to work D’Silva says, “I am surprised I have within that brief. But, in the case not come across the film (it has of Culture Machine, it had already was shooting with ‘non-actors’. All which it’s doing that. We knew that surpassed a million views in four worked on the film. We asked Narula the girls are real athletes, who cannot we were completely different from days). I loved the thought and the if it was difficult to work without a be asked to ‘fake’ emotions. But, by everything else that had been viewed execution. In spite of all the brands brief, and this is what he had to say. the time they got into their game, until now.” latching on to the Olympics fever, “Brands, today, are very conscious. they forgot the cameras were rolling, Readers would recollect that in this one does stand out on its own. They want to associate with great and their true passion was captured.” the recent past, there have been I love the fact that it starts off slow content, it does not really mean When asked about the overload plenty of TV and digital ads based and it keeps you thinking and when that we don’t work on briefs, but it reaches the crescendo the message sometimes, the content is so good The video has been launched under the is just perfect.” that the brand wants to be a part of Navin Kansal, national creative it. It is great to partner with a brand new campaign #ChangeTheRhyme. director, Indigo Consulting, a digital such as Dove, which globally does of sports-based videos, or what some on the Rio Olympics. We asked our agency that belongs to Leo Burnett, such brilliant content. And, it is time are calling the ‘Da da ding effect’, he experts if the ad film has in it to stand says, “Among the slew of topical India took the lead.” says, “The idea of ‘Chubby Cheeks’ out among those and would have a videos created around the Rio Talking about the challenges faced had already taken form before Da Da high recall. Olympics, the sheer earnestness of and the time taken to shoot the film, Ding went live. And, being a sporting Carlton D’Silva, chief executive the ‘Rukna Nahi Hai’ campaign by he says, “It took us two days to shoot season, it didn’t come as a surprise officer and chief creative officer, JSW Steel is a stand out.” the video, and one day to record the when every other day a sports film Hungama Digital Services, a WPP- He adds, “It does not make any tall rhyme with the children. The biggest was trending.” owned company, says, “Commercials claims for women’s empowerment, challenge was to shoot in the rain. He adds, “What kept us going was made with the Olympics in mind are does not have the ear-worminess of But, it eventually worked out well the absolute knowledge of where cliched with the formula of a narrative a Da Da Ding, yet comes across as for us, as the girls playing hockey in we’re coming from, the purpose of and powerful imagery… The Nike a powerful piece of content that is the rain looked more dramatic.” the film, the point it’s making, the ‘Da da ding’ commercial does stand rooted in .” n He adds, “The other big challenge stand it takes, and the manner in out because of its catchy tune, but I [email protected]

12 afaqs! Reporter, September 1-15, 2 0 1 6

advertising BAJAJ PLATINA TITAN No More Bumpy Rides Time Machine Bajaj has launched an ad that takes the communication in the 100cc segment Juxt Pro, Titan’s second offering from being a mileage story to a comfort story. By Ashee Sharma in the Juxt series, is a fully touch-enabled smartwatch. By Ashee Sharma

itan recently launched Juxt Pro — an upgraded cousin of Juxt — a fully Ttouch-enabled smartwatch with 20 different dial options that inspire the tagline ‘One Watch, Many Faces’. With this, the Juxt series has entered the league of high-end, con- ventional smartwatches such as Apple, Fitbit Surge, and Samsung Gear with Pro, it will be unfair to call it ‘just a watch’. Highlighting this thought is the #SmarterByFar campaign that accompanied the Juxt Pro launch. Conceptualised by Ogilvy and Mather, the campaign is led by a TVC which depicts an office scenario where the protagonist gets upset with his boss and colleagues when they ost bike ads hinge upon mileage the conditions of roads, particularly in rural areas, compliment his Juxt Pro by calling it a “nice supremacy and competitive pricing, people have accepted discomfort as a part and watch”. Irked, he goes on to demonstrate the Mbut the latest ad by Bajaj Auto has parcel of riding a bike, and learned to live with it. Pro’s various features in order to convince quite a different story to tell. The two-wheeler Here, we saw a great opportunity for the brand,” manufacturer, in the campaign for Platina says Narang, adding, “While mileage is something ComforTec, its freshly launched two-wheeler in a customer takes for granted while buying the the entry level 100cc commuter bikes segment, Platina, it was now time to offer a second benefit, promises riders 20 per cent less jerks as compared to which no one is either offering or talking about.” other bikes in this segment. In short a comfortable The campaign targets people who travel long ride despite the potholes and the bumps. distances frequently, such as daily commuters, Conceptualised by Ogilvy & Mather, the traders, and self-employed youth from small towns campaign ‘Jhatka Mana Hai’ tries to differentiate and rural India. The media plan has been designed the Platina ComforTec from its competitors in such a way that the television commercial on the basis of superior riding comfort, while communicates the product’s benefits, the print ads positioning the bike as ‘the most comfortable one amplify the message with more information on the in the category’. And, it does so in an endearing features and availability, and on-ground activations them that it is not a watch. way by metaphorically using the dancing Tanjore help customers experience the comfort. Commenting on the insight behind the Dolls who bear the ‘jhatkas’ (shocks) on The demonstration of the bike will campaign, Sirish Chandrashekar, marketing the bike ride. be held in more than 100 towns across head, Titan Watches, says, “Today’s young In the TVC, the two Tanjore Dolls the country. People will be urged to take Indian is obsessive about his technology, and Gulabo and Paro are off on a bumpy the ‘Comfort Challenge’, wherein they Titan Juxt Pro is the smartwatch that does it ride. While Gulabo, perched on the will first ride their own bikes, and then all. This film is single-minded in showcasing Platina ComforTec, twirls gracefully, ride the Platina ComforTec with chest- in an endearing manner how loaded the Paro, who is seated on some other mounted cameras on specially designed watch is.” bike, fails to survive the ordeal. The ad tracks. The camera will capture the Elaborating further, Azazul Haque, thus highlights the Platina ComforTec’s movement of the bikes and present the executive creative director, Ogilvy & Mather, promise of ‘20 per cent less jerks as Nayak: reinventing comfort proposition. says, “We thought of how tech-lovers get compared to its competitors’. Narang informs that in the 100cc offended when others do not know the value Speaking about the campaign, Sukesh Kumar segment, Bajaj Platina, with over 65 lakh of their ‘techy’ possessions, and hence, tried Nayak, executive creative director (ECD), Ogilvy customers, is currently the No.2 brand after Hero to present it in the simplest way.” n & Mather, says, “We wanted to shift the focus of the HF Deluxe. However, with Bajaj CT 100 also [email protected] communication from a mileage story to a comfort operating in the entry-level category, the two- story. A compelling and memorable creative was wheeler giant is giving tough competition to Hero therefore necessary to make the ad dramatic so that Motocorp in terms of volume, he claims. it registers in the minds of consumers.” have been carried out. He makes his point with the “This is a classic case of re-inventing a price SMOOTH RIDE example of the classic Union Carbide ad (1968) sensitive category known for its functional benefits. Saji Abraham, executive director at Lowe for an insulation material called ‘Super Insulation’ Not talking about mileage in this category is a big Lintas, finds the ‘torture test’ execution interesting. where a life was at stake. shift,” he adds on the challenge facing his team. “It is also a clever strategy as it sidesteps the “That could have, perhaps, pushed the According to Sumeet Narang, vice-president mileage debate while giving the consumer a fresh demonstration, which is still in the advertising - marketing, Bajaj Auto, Platina ComforTec parameter to evaluate a bike,” he says. space, into a far more believable territory,” he addresses the hitherto unmet need for comfort Abraham, however, thinks that if the benefit remarks. n which is also a pain point for heavy users. “Given is real, a more convincing demonstration could [email protected]

14 afaqs! Reporter, September 1-15, 2 0 1 6 DIGITAL AGENCY AWARDS Because all your work counts

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For passes, contact: Ayush Pathak : [email protected] | +91 8447512979 advertising MYNTRA Breaking the Stereotype Myntra’s ethnic wear brand Anouk’s latest ad film ‘The Move’ from its ‘Bold is Beautiful’ series, depicts how a married woman makes bold choices when it comes to her career, as well as her wardrobe. By Sunit Roy

o, here’s the fifth offering from the fact that wearing ethnic doesn’t - The Visit (same sex relationship), Anouk’s ‘Bold is Beautiful’ mean being safe, bland, and lacking The Wait (standing up to eve teasing), Sseries. Titled ‘The Move’, the character. The Whispers (single parenting), and film is about the challenges that a Speaking about the ad film, The Calling (pregnancy at the work professional married woman faces Gupta, who is also creative director place), the last featuring Bollywood today. at Hectic Content, says that the star Radhika Apte. “The modern Indian woman has campaign is based on a strongly a strong voice and opinion, and she resonating insight into the evolving INDUSTRY SPEAK takes her choices seriously. This work and professional lives of We asked our experts if this forms the background of the ‘Bold Indian women, and is, therefore, sorry situation of ‘only a wife has is Beautiful’ idea. We decided to extremely topical in 2016. “Anouk, to sacrifice’ still exists in the urban tell real stories about today’s Indian as a brand has a strong point of markets and this is what they had women who wear their choices view about emancipated women. It to say. on their sleeves, and deal with the recognises their independent choices Pooja Jauhari, chief executive consequences with beauty, style, and champions their bold moves. officer, The Glitch, a digital agency, panache, and a dash of boldness,” In this campaign, Anouk questions “We decided to tell real says, “Content wise, does this says Gunjan Soni, chief marketing the stereotypical position of the man stories about today’s situation still exist? I’m sure it does, officer and head, International Brands being the primary working member Indian women who it may not be a reality for many of Business, Myntra, while referring to of a family, whereby all career- us, but it does still exist. While our Anouk’s recently launched ad film related choices are driven by him. wear their choices on generation thrives on equality career ‘The Move’. But, an Anouk woman considers her their sleeves, and deal wise, and definitely relationship wise, The film, which released on career as equally important, and is, gender roles are in a constant flux.” August 19, 2016, is a captivating therefore, unwilling to compromise,” with the consequences Madhura Haldipur, creative lead, narrative that presents the audience he says. with beauty, style.” copy, DigitasLBI, a digital agency with a storyline that delves into the The film is about Pratima, an from the house of Publicis.Sapient, GUNJAN SONI says, “Apart from the niggling issue that hubby dearest didn’t find a The ad film has been directed by Shamik Dhanwantary and Vijay Verma play better time to bring this up with Sen Gupta and produced by Hectic Content. the roles of Pratima and Ajay. his wife, there’s not much wrong “Ethnic wear, as a category, suffers with the principal concept of the life of a married woman and her editor, who has found a job in from certain stereotypes. Anouk’s film. Honestly, I’m not sure if it career aspirations by challenging the Delhi, and who tries to convince her intent is to give character and attitude connects to the masses that shop at archetypal notion that a husband’s husband to move with her. But, Ajay, to the brand as ethnic wear that is Myntra, but it does talk to the Anouk career always takes precedence over her husband, exclaims that he is up bold, vibrant, and stylish, even edgy woman.” that of his wife’s. for a promotion and requests her to at times,” says Soni. ‘The Move’, which is the fifth film stay back stating that wives usually Launched in 2013, Anouk, a GOOD OR BAD EXECUTION? in the Anouk - ‘Bold is Beautiful’ live where their husbands dwell. By contemporary ethnic wear brand Jauhari says, “In terms of the series, has been directed by Shamik the end of the film, Pratima decides from Myntra’s fashion portfolio, execution, I would have liked to see Sen Gupta and produced by Hectic to pursue her new career opportunity celebrates a woman, her existence, a more emotional transformation of Content. The digital-only campaign, and move, conveying the message beauty, and most importantly, her the husband over the course of the which is being extensively promoted that married women can explore freedom. Its range of apparel includes film. His realisation was, I think, as across digital platforms using career opportunities and follow their anarkalis, sarees, kurtas, skirts, tops, important as her stand. However, the various channels such as Facebook, dreams, even if it calls for relocating and palazzos in a variety of fabrics and film even in its current narrative does YouTube, and other digital networks, to another city. She leaves for Delhi techniques. The ethnic wear brand convey its message successfully. The aims to break established norms set in a stunning blue Anouk tunic, has previously released four ad films, casting, too, worked well.” n by society for women, and highlights and a palazzo. Theatre actors Shreya which dealt with very diverse issues [email protected]

16 afaqs! Reporter, September 1-15, 2 0 1 6 advertising IKEA Big Move Dentsu Impact has bagged the creative mandate for Ikea, the home furnishing company that is set to open its first store in India in 2017. By News Bureau

ollowing a multi-agency pitch, right. And we did. We were not Dentsu Impact has bagged only very proud of the work we Fthe creative mandate for the presented but also extremely sure of ready-to-assemble home furnishing its potency,” states Soumitra Karnik, company Ikea, which is all set to national creative director, Dentsu launch in India in 2017. Impact. The pitch lasted for around In India, Dentsu Aegis Network three months before team Dentsu is supported through its global was brought onboard as the brand’s network brands — Carat, iProspect, creative partner. feeling of getting an opportunity to Isobar, Posterscope, Vizeum, Commenting on the association, work on this brand is even more psLIVE, Amnet, MKTG — and the Ulf Smedberg, country marketing difficult than winning the business. Dentsu branded agencies — Dentsu manager, Ikea, says, “We have high It was one of the most structured Creative Impact, Dentsu Marcom, expectations on ourselves and Dentsu pitch processes that we have ever Dentsu Communications, Dentsu to build a strong partnership in India, gone through.” Media, Taproot Dentsu and Dentsu and use our collective knowledge, “What could be more rewarding Webchutney. Also newly added to creativity and experience to launch than having been chosen by one of the group are the recently acquired IKEA in the most successful way.” the most creative brands in the world local brands — Milestone Brandcom, Adds, Amit Wadhwa, president, to create their communication? We WATConsult and Fountainhead. n Karnik (above) and Wadhwa: Dentsu Impact, “To describe the certainly must have done something [email protected] young achievers ADVT.

KOTAK KONA KONA JUNGLEE ONLINE RUMMY: Our TVC highlights the changing times and how Junglee Kona Kona 6% is built on the resounding success Games is offering users the convenience and liberty to of our campaign platform Kona Kona Kotak, as well play anytime, anywhere without any distractions. This as the various 6%campaigns. It emphasizes how is our fi rst TVC with two of the most well respected and Kotak Mahindra Bank is contributing to people’s recognised celebrities in Indian cinema. By launching it prosperity across the country with something as on national television, we are letting every Indian know simple as higher returns on savings account, that Rummy, which has traditionally been one of the thereby enabling them to fulfi ll their aspirations. The most popular skill-based card games in the country, is campaign also showcases how different customer now available online to play anytime and anywhere. The segments are benefi ting from our wide range of overall idea is to showcase, in a very lucid manner and products and services, including agri-loans, home with a touch of humour, how JungleeRummy enables fi nance etc. you to enjoy your favorite skill-based card game with absolutely no distractions Mr. Karthi Marshan, Sr. EVP & Head – Group Marketing, Ankush Gera, Kotak Mahindra Bank. Founder & CEO Junglee Games

FEVIKWIK: TITAN SKINN: With Skinn, our aim is to make fi ne French fragrances Fevikwik gel is a thicker, non drip formulation of accessible to men and women with our sweet price Fevikwik. It gives consumers complete control over the point. We have seen that perfumery, as a category, is application and allows them to use it easily in situations well accepted among the young, contemporary, and that need very precise application. Fevikwik gel can well-travelled audience. By showcasing a witty and be used on a variety of surfaces like wood, leather, fl irtatious conversation in the ad fi lm, we are appealing cardboard, rubber, metal, ceramics and plastics. The to a category of modern consumers who are confi dent campaign presents the brand message about giving in their own skin and celebrate the nuances of life. The more control to user while doing what Fevikwik does fi lm establishes the French connect of Skinn fragrances best - sticking various broken objects instantly. which are crafted by master perfumers and bottled in France, a testament to the product quality.

Vivek Sharma, Chief Marketing Offi cer, Pidilite Industries Ltd. Kalpana Rangamani, Business Head, Fragrances, Titan

afaqs! Reporter, September 1-15, 2 0 1 6 17

RAGHAV BAHL FOUNDER, QUINTILLION

with a message in each episode. And not to forget, all of these happen with a dash of humour. Back in 2001 when the daily soap era had just established itself, there was the initial hue and cry about a daily phenomenon not working. Many thought that viewer fatigue would kill it, but Modi backed his gut-feel. “I knew the daily LAUGH phenomenon was here to stay and that is why we decided to pitch TMKOC as a daily comedy show,” he informs. The rest is history.

THE QUEST When the search for a broadcaster for TMKOC began in 2002, Neela Telefilms (founded in 1996) LINES had created a few shows, the first being Hum Sab Only a special brand of humour can make a daily sitcom tick Ek Hai. Sony commissioned this in 1998. “It ran on merrily for 2,000 episodes and after. What else lies behind for a long time, it was the first comedy show aired By Anirban Roy Choudhury in Sony and Neela Telefilms’ first Hindi show. this success story? Before this we had made a few shows in Gujarati,” recalls Modi. rom its cast being invited to promote Vadhu and Star Plus’ Yeh Rishta Kya Kehlata Hai. Having shared a cordial relationship with Sony, the Prime Minister’s Swachh Bharat It all started when Modi discovered a column by he first went to the broadcaster with the script only initiative to crossing the 2000-episode Gujarati humourist Tarak Mehta in Chitralekha, to face rejection. His quest took him to Star Plus milestone to finding a spot in the list the Gujarati magazine. He found Mehta’s and Zee but the response was the same. “There of top three programmes while taking weekly column, Duniya Ne Oondha Chashma, was no kitchen politics, no tragic deaths, neither FSAB into the top five channels, Taarak Mehta Ka immensely interesting. It struck him that it had the was there a story of conflict between in-laws. What Ooltah Chashmah (TMKOC) - produced by Asit potential of being turned into a television show. was considered to be TV material those days was Kumarr Modi’s Neela Telefilms - has hit the TMKOC is the tale of six families in a not there in my story. So nobody showed interest,” headlines frequently. Recently, it became only the neighbourhood society where people from many he says. third - and the first comedy - TV show to cross cultures live in harmony, getting into the occasional In 2004-05, Disney came into the picture. “This the 2,000-episode mark following Colors’ Balika trouble. The series also focuses upon social issues was the first time I was having so many sittings with a channel,” remembers Modi. However, a late fallout put paid to the deal. “The philosophies weren’t matching. They wanted us to make too The proof of the many changes which, had we agreed, would have turned out to be something different. The creator pudding! Anooj and broadcaster have to be on the same page,” Kapoor (left) postulates Modi. In 2007, Modi got a call from N P Singh, who and N P Singh was then COO of Multi Screen Media (MSM) (right) backed Asit under which came all of Sony’s media businesses. Singh, who is now CEO, Sony Pictures Network Kumarr Modi’s India (SPN) asked Modi to do something for SAB TV, which was still trying to find a firm footing. (centre) creation to Not one to let a chance go, Modi immediately the hilt. Now, after narrated the TMKOC story and Singh greeted him with a smiling yes. 2,000 episodes of SAB TV is a general entertainment channel TMKOC, they are (GEC) owned by SPN. The channel was launched in April 2000 by Sri Adhikari Brothers (founded aiming higher. by the brothers Gautam and Markand Adhikari in 1985) as a Hindi GEC. In 2003, the channel

20 afaqs! Reporter, September 1-15, 2 0 1 6 coverstory

WILL IT GET TO THE TOP? fortunes too rest on this show’s ability to keep THE BIG BROTHER people laughing. As do SAB TV’s. According to (The top 5 in the urban Hindi GEC market) week 32 ratings, the next most popular show of (How TMKOC compares with SAB’s other shows) Rank Channel Programme Score* the channel Chidiya Ghar managed to fetch 2082 1 Zee TV 6697 TVT (Urban market) compared to TMKOC’s 537 6287 TVT. 2 Zee TV ... 6453 903 Says Anooj Kapoor, business head, SAB TV, 3 Sony Kapil Sharma Show 6391 who calls TMKOC the flagship show of the 4 STAR Plus Dance + Season 2 6134 1297 1475 channel, “Many shows came and went at the 5 Sony SAB TMKOC 5401 8.30 PM prime time slot in GECs but none Note: HSM (Urban); NCCS All: Prime Time (1800 - 2330 hrs); 4+ Individuals; managed to entertain people in the manner that *Impressions (in ‘000s); Week 33 1744 Taarak Mehta… did and that’s one of the biggest achievements of the show,” he opines. TMKOC was aired on SAB TV, Monday to Friday Remembering his reactions after watching the 2082 in the prime time 8.30 PM slot. “People go to a pilot of the show he says, “I was clear that this theatre to see a movie. It is the movie that gets show is going to be a long-distance runner. 6287 them there, not the theatre. If the show is good, Looking back now, I tell myself I was not wrong.” people will tune in to the channel,” says Modi. Never has Kapoor felt the need to interfere or bring in innovation. “You don’t change the diet UNUSUAL APPROACH of a horse which is winning you one Derby after In India, the production house pitches an idea another,” he declares. But there has been the odd Dr. Madhumati On Duty Khidki that, if the broadcaster likes, gets commissioned. hiccup. There is a per episode cost which the commissioning The show was faced with declining numbers Badi Door Se Aaye Hain Chidiya Ghar broadcaster pay to the production house and in when the Broadcast Audience Research Council return owns the Intellectual Property Rights (IPR). India (BARC) took over. Kapoor feels it was TMKOC Baalveer This gives broadcasters the right to syndicate the because of the high rural representation in BARC’s Y.A.R.O Ka Tashan content and not share the syndication revenue universe. “Most of SAB’s - and TMKOC’s - with the production house. TMKOC is the only viewership comes from the urban market and Note: Week 32, SAB TV ratings - Impressions in ‘000 daily show on GECs where the IPR belongs to the we saw a decline in numbers, but now we have production house and not the channel. regained our position and I am very happy to see was repositioned as a comedy-centric channel. This gave Neela Telefilms the right to move where we are placed,” says Kapoor. In March 2005, SAB was acquired by Sony to any other channel. “The reason for us holding Entertainment Television and was transformed the IPR is our respect for creativity. The show is MARATHON RUN into a youth-centric channel. It did not work and our creative idea and I am happy to own the rights So what keeps TMKOC ticking? Modi’s theory in June 2008, the channel announced that it would of a 2000-episode-old brand,” he says. “Yes many is this: “When all other shows had a ‘Haveli’ set we return to comedy. channels who denied us back then, now approach went for society. The lead hero was usually shown Modi’s close associates and friends in the us with premium cheques but we are happy to as business tycoon; we did not follow that. When industry advised him not to go ahead with the be where we are. SAB TV and the show grew everyone thought comedy was only a weekly deal as SAB was not a major GEC and also together. Also, the respect I get from Sony as a affair, we made it daily. And, lastly, when all are did not have a robust distribution. SAB TV’s conglomerate is immense,” he points out. busy showing sorrow and conspiracy we focus on distribution is believed to 40 per cent less than With only one show under its belt, the fortunes making people smile.” Simple. any other mainstream GEC. But Modi was not of Neela Telefilms ride on TMKOC. Since the Kapoor, however, feels that SAB’s decision to to be dissuaded. He agreed and in late July 2008 cast is not associated with any other show, their not make another show ‘like’ TMKOC despite the latter’s success has worked for both the channel and the show. “The writing and SAB’s positioning CAST IN STONE as a comedy channel is what keeps it going,” he says. JD Majethia, founder of Hatsoff Production A change in the cast of long-running TV serials is de rigueur. and creator of comedy shows like Sarabhai vs Such shows introduce a ‘leap’ in the story to break the Sarabhai and Khichdi, agrees. According to him, monotony and that results in a change of the way SAB treated the show too made a big cast. Tiffs between stars and the makers difference. are another reason. TMKOC, however, has “Taarak Mehta… created a new space called had the same cast for eight years. neighbourhood. The cast is already a part of "There is no tiff neither is there viewers’ life and that happened only monotony. We offer freshness with our because of their exceptional talent. Two script and we stay as a family. I keep thousand episodes for a comedy show is a matter of immense pride and everyone happy, as I believe in spreading satisfaction. If it does not morph itself to happiness. When you stay together you end something different, I don’t see it stopping up having differences, but then we sit together and anytime soon,” says Majethia. sort it out among ourselves," explains Modi. Dilip Joshi If sources are to be believed, SAB pays (left) had moved out of the show temporarily, but Modi close to `15 lakh per episode to Neela Telefilms. eventually got him back. "That is the only time there was a “Despite us holding the IPR the deal between change of sorts which I can recall," he points out. us and SAB is same as any other production Taarak Mehta… is a story of six families in a society. Joshi house-broadcaster,” says Modi. In comparison, plays Jethalal Champaklal Gada, head of the Gada family, the production cost of Colors’ rating ruler Naagin who gets into trouble more often than not. Each family produced by Balaji Telefilms was between `20 and stands by the other when there is trouble. Sailesh Lodha `25 lakh per episode. The serial 24 costs `1.5 crore (right), who plays Mehta, is not the lead of the show. That per episode. The sponsors too seem satisfied. honour goes to Joshi’s character Jethalal. Mehta provides Smartphone maker Oppo, the lead sponsor, the moral commentary in each episode. will stay on till 28 September. In the past, sponsors came from categories that included continued on page 24 >> afaqs! Reporter, September 1-15, 2 0 1 6 21 advertising AMAZON Moments of Togetherness Centred upon the spirit of Raksha Bandhan, the online shopping site rolled out its ad campaign #DeliverTheLove. By Aditi Srivastava ugust heralds the onset of the festive season and the festival Aof Raksha Bandhan sets into motion the joyful period of merry- making and good cheer. Celebrated during the month of Shravan in the Hindu calendar, the occasion marks the bond of love and affection between a brother and a sister. But today, with families scattered across the globe and family members residing in different cities all over the world, alternative ways are being It is a wonderful leadership devised to celebrate the occasion. For statement instance, ‘rakhis’ are bought from “It is a brilliant piece e-commerce sites and sent through courier to a brother who lives in a of work, a wonderful distant city. Centred upon the spirit leadership statement, of Raksha Bandhan, but deviating from the usual line of execution, brilliantly written, acted Amazon, a premier online shopping and directed. Being a site, has taken a different line of brother of seven sisters, thought and rolled out its tactical campaign #DeliverTheLove, in I am totally moved.” order to convey the message ‘While PIYUSH PANDEY we can deliver the gifts, you need to deliver the love.’ The one-and-a-half minute digital the choice of cast is not what one ad film created and conceptualised would’ve usually expected, but it by Ogilvy & Mather, Bengaluru, adds to the charm of the ad. Overall, and directed by Amit Sharma of a refreshing approach and well- Chrome Pictures, captures the Rawat (L) and Ramamurthy: making raksha bandhan memorable suited for the occasion of Raksha sentiment that nothing is more Bandhan, a festival in which most cherished than moments spent with challenge as the message delivery in India to shop, it also becomes the brands/products are deemed as ‘gifts your loved ones. The ad presents a the right context was of paramount natural choice when you want to that show love.” conversation between a father and importance to us. Working on a short send someone a gift. Festivals like Neeraj Bassi, chief strategy officer, a son. The father, even though old timeline, moreover, could have been Raksha Bandhan, however, are a little Cheil India, finds the portrayal and frail, is adamant on paying a a challenge if not for a whole lot of different. Nothing can replace the to be real and relatable from an personal visit to his sister all the way committed and enthusiastic people joy of a brother and sister meeting execution point of view. “The ad is a from Mughalsarai to Delhi just to and a motivated agency team that on the occasion. There is magic there refreshing deviation from the norm. witness the happiness on her face. we had, right from the actors and that should never be replaced by Strategically, it doesn’t make sense This, according to him, is the better the director, to the production team, anything, not even Amazon. Coming — an e-commerce brand exalting way to celebrate their bond of love the magic of face-to-face human rather than have a ‘rakhi’ delivered The digital ad film is created and interaction. But, at a human level, via Amazon at her doorstep. conceptualised by O&M, Bengaluru. it is beautiful, because that is the When asked about the brief for the truth! Festivals are an occasion to ad film, Kiran Ramamurthy, senior apart from a very supportive client from a brand, that is a beautiful, meet and celebrate together. The vice-president, Ogilvy & Mather, who together made it come alive brave statement.” joy of physical interaction can never says, “The brief for us was to create a successfully.” be replaced by sending an animated memorable ad for Raksha Bandhan, Piyush Pandey, executive INDUSTRY SPEAK GIF (Graphics Interchange Format) which would not just focus on chairman and creative director, Pooja Rawat, associate vice- on WhatsApp! The counter intuitive showing Amazon as an online gifting South Asia, Ogilvy & Mather, says, president, Lowe Lintas, says, stance of the ad makes it stand out platform, but celebrate the ‘bandhan’ “It is a brilliant piece of work, a “Among the many ads created by from the clutter. Well done! It must aspect in its true essence.” wonderful leadership statement, Amazon, this one seems the warmest have taken a brave client-agency The target group-agnostic brilliantly written, acted and directed. and most genuine. It’s an interesting team to come up with a stance like campaign was leveraged through Being a brother of seven sisters, I am ad that almost mocks its earlier this,” says Bassi. print, out-of-home (OOH), and completely and totally moved.” messages around ‘Amazon delivers Swapnil Puranik, head, strategy, radio, as well as other media mix. Kunal Jeswani, CEO, Ogilvy & anything anywhere’, with the twist Mumbai, Razorfish India, says, “The Commenting on the challenges Mather, India, adds, “Amazon has that ‘sometimes that’s not enough’ fact that it does not have a typical faced during the execution of the everything going for it - a wide brought in quite fittingly. There brother-sister squabble is refreshing, film, Ramamurthy adds, “Casting selection of products, great quality, is, of course, the bigger message and its focus on finer aspects is the right person for both roles, the and customer-friendly service. around old and new value systems endearing.” n father’s, as well as the son’s was a While it’s obviously a great place for (love versus gifts) and in that light, [email protected]

22 afaqs! Reporter, September 1-15, 2 0 1 6 byinvitation

KOPAL DOSHI Facebook: Personal sharing vs. achievement sharing few days back I read this - (in re actually. It’s just leading to a subconscious level Facebook) ‘But the bigger issue is this: of dislike every time they log onto facebook Apeople are posting far fewer of their own because someone else would be touting their personal updates — stories about their thoughts, achievements, and we will have to like them - or their life, what they’re up to — to Facebook. tell people that they are sexy when we all know The report says this type of post fell 21 per cent she’s not born with it, maybe it’s instagram (or during that same timeframe. The decline has some other photo filtering app). My Facebook continued into this year, though at a somewhat timeline is now invariably associated with eye slower pace of 15 per cent year over year, rolling or unctuous glee (at seeing how fat according to The Information.’ (http://www. someone else has become) - and I’m not sure if theverge.com/2016/4/7/11387604/facebook- facebook intended to be the brand which does personal-sharing-decline-report) this to its users. Apparently people are sharing lesser ‘personal What facebook needs to roll out now is an stuff’ on Facebook. Though this might be true ‘achievement filter’. So if you try to upload on a pure numbers level, internationally - I have things like ‘I’m so awesome I went to the noticed that a lot more personal updates are a gym today’ there’s a pop up which says ‘great part of the timeline now than they were earlier. job, good to see you healthy’ but it doesn’t It could be due to algorithm tweaks to make get posted. Or if there’s a cake, well, cakes are sure that such posts are highlighted, or because fine. But there should be a limit of only 10 people have easier access to updation methods baby pictures per month per account. Because, (3G connections, better cameras, check ins). while achievements are great and they must be But I have also noticed that a large number What Facebook needs shared, it must not be at the cost of the brand of these posts are not really ‘feeling posts’ — environment. that prompt from fb which asks you how you to roll out now is an Basically, facebook needs to make this a are feeling today is more like ‘what are you happy place. Not a simmering pot of resentment achieving today?’. Most of the posts are people ‘achievement filter’. towards fellow human beings. either cooking or baking or popping out babies What facebook needs is *gasp* moderation. or trying to show what great spouses they are or Because, let’s face it, if we wanted daily, minute have. And I don’t know about you, but while I on your fb timeline. updates on our ‘friends’ lives, we would stay in may like most of these posts, I do so ironically. What I actually want to do is, in the great touch with them - not hate like their post half You know, when you know the cake isn’t that Indian parent tradition, tell them ‘bahut timepass marathon pics while eating a pack of chips. great or that pasta is just pasta, or those cookies ho gaya, ab kaam karo’. *Disclaimer - all of the above sharing sins have a fly on them please don’t take pictures And I’m pretty sure I’m not the only one. If apply to me too. Everyone’s cuckoo online. like this, or your baby is ugly - but I’m still Facebook wants to solve this problem of sharing, Which is why we need moderation. n gonna like this post because that’s easier that it doesn’t need to push up more and more The author is a social and digital media enthusiast being rude. Don’t get me wrong, you do want personal posts, it needs to stop pushing most of working at the Times Network. Has a one way to be nice to those people, but come on - we all these personal posts. Because while people are conversation on Twitter as @meownologue know what excellence looks like and it’s rarely interacting with them, they are not liking them [email protected]

afaqs! Reporter, September 1-15, 2 0 1 6 23 advertising TRIPLING Storytelling Time The web series went on air from August 28... RAGHAV BAHL By News Bureau FOUNDER, QUINTILLION axus Content, the content solutions arm of Maxus, Mrecently unveiled its next branded content project along with The Viral Fever (TVF), for its client Tata Motors (TM). Titled ‘Tripling’, the new web series features Tata Motors’ newly launched Tiago as a focal point in an enriching story told by some of India’s best storytellers from TVF. The official trailer was launched on TVF’s channel on YouTube on August 19. The web series went on air from August 28. ‘Tripling’ is a beautiful journey of youth and adventure. The series Conceptualised by Maxus spread over five webisodes centred resonates well with Tiago’s spirit of Content and executed by TVF, “‘Tripling’ is our upon three siblings who go on a road enjoying moments in life.” the series aims to engage with the attempt at intuitive trip, and in the process, redefine Tarun Tripathi, head - brand millennials by understanding their their own lives and relationships. A solutions and brand awareness, TVF, content consumption pattern. From positioning of Tiago visual treat, the show weaves in the says, “Today’s viewers understand decoding the brand’s brief to ideation as an enabler.” Tiago as the trio’s partner on their that the digital medium lends itself and amplification, Maxus Content journey to discovery. to creativity in storytelling like no used its in-house research and POOJA VERMA Vivek Srivatsa, head - marketing, other. We presented the opportunity insight, digital and content creation passenger vehicles business, Tata to Tata Motors by bringing alive a capabilities, along with creative Motors, says in a press release, story of a sibling road trip.” insights provided by TVF to help an engaging, culturally relevant story “Tiago comes with new attractive He adds, “The range of emotions Tata Motors bring alive ‘Tripling’. for its audience.” design credos which appeal to the in the story and the scale of Pooja Verma, head - content, She adds, “It is a showcase of young and is all about enjoying life production at TVF meant that this entertainment and sports our data-driven, digital first, and on-the-go. This is exactly what the was a compelling proposition. Tiago partnerships, Maxus, says in a press tech-enabled approach to branded new web series depicts.” was the perfect brand to play the role release, “At Maxus, we keep the storytelling. If the initial reaction to He adds, “We found this of the fourth sibling in the story of culture of a brand’s audience at the the show’s trailer is anything to go storytelling route a good way to this adventure-filled road trip. Kudos centre of our content strategies. by, ‘Tripling’ will give our audience engage with our target customers to the team at Maxus and TM for the ‘Tripling’ is our attempt at intuitive a seamless and memorable branded and are delighted to associate with partnership.” n positioning of Tiago as an enabler, in storytelling experience.” ‘Tripling’ to communicate the zeal [email protected]

<< continued from page 21 feels that the show has broad-based itself, which Hindi GECs) with 5,401 impressions (in ‘000s). made it more robust. According to him, the Zee TV’s Kumkum Bhagya leads with 6697. The Gujarati skew does no harm. “What makes it show is not among the top five programmes in special is its sustenance in a television market either rural or rural+urban ratings. Kumkum ...Laugh Lines... where comedy is not the discourse,” he says. Bhagya tops the urban+rural Das feels that any brand that wants to programme leaderboard with FMCG, automobiles and consumer technology. target the mass can associate with the The 11297 (impressions in Brands such as Surf Excel, LIC, Lifebuoy, Ariel, show but it might work better for ‘000s). “All GECs are our Mahindra Gusto, Wheel (detergent) and Ford are brands that associate themselves show has competition, and every among the recent associates. with a quirky humorous given viewers, viewer at the 8:30 PM slot “Advertisers get to target the engine of a mindset. is a possible consumer family. The male in the family steers everyone to the channel and of the show. Our target watch the show and families enjoy it together. I LOOKING GLASSES is all of them and even think, the male is the engine and Taarak Mehta… Kapoor’s next target is the the production the ones watching news,” is a great medium to reach them with the family,” No. 1 position for TMKOC house enough to says Kapoor. says Kapoor. Outdoor promotions are not on in the GEC space. According It remains to be seen if since TMKOC is a daily. Kapoor is not in favour to him, people are moving out keep smiling. TMKOC gets to the No. 1 of brand integration and product placement of kitchen politics, Saas Bahus slot. But there is no denying either. “We tried it, but to me it looked like a and superstition. “SAB made Taarak that it has given the audience, the forced attempt interrupting the story. I don’t Mehta... a brand with the treatment it gave channel and the production house plan to move in that direction,” he adds quite and they certainly know how to keep it going,” enough to keep smiling. Kapoor and Modi expect emphatically. puts in Das. those smiles to become broader. n Mallikarjun Das, group CEO, Starcom India, Currently, the show is in fifth position (urban [email protected]

24 afaqs! Reporter, September 1-15, 2 0 1 6 digital WEB SERIES The New Hot Spot Is ‘web series’ the new hot medium for brands to chase the youth? Ola, and Skybags, tell us why that is so. By Anirban Roy Choudhury

oungsters today, especially the affluent metro youth often Ysplurge on anything they take a fancy to. And, cashing in on this behaviourial pattern are brands which are focussed upon grabbing their attention. The advent of the ‘web series’ in the digital arena has turned out to be one such medium through which the affluent metro youth is being targetted. Well, it all started with the online real-estate portal ‘CommonFloor.com’ and online content creator The Viral Fever’s (TVF) series ‘’. There were no 30-second advertisements. Instead, have paid around one million dollars the brand itself became a part of the for the association. story and remained a part of it as the “We are aspirational, cool, but not story progressed. controversial. We have five million ‘Permanent Roommates’ loyal viewers who will come to see Ghose (above) and Sarup: new witnessed unprecedented numbers our show and we give brands an thinkers and ratings. For many, it was a opportunity to reach out to those bubble waiting to burst, but the viewers. There is certainly no other release of its second season put medium which can reach such was taken. “I will say we are 70 per all doubts to rest. Ola partnered audience organically with quality,” cent satisfied with the association,” with TVF for the second season says Arunabh Kumar, founder, The he says. of ‘Permanent Roommates’, and if Viral Fever. The reason for Ola’s association sources are to be believed, the car The impressive start of TVF got with TVF’s ‘Permanent Roommates’ rental company dished out close to others into action and established was the Indian-ness of TVF and the one million dollars. TVF became media conglomerates with deep “There is certainly content it produces. “Comedy, as a brand, ‘Permanent Roommates’ pockets took the web series route. a whole, has witnessed significant spread by word-of-mouth, and India SonyLIV, the online platform of Sony no other medium growth in the last couple of years, and turned out to be the El Dorado of the Pictures Networks (SPN) India, which can reach such TVF has earned huge respect in that ‘web series’. launched a series called ‘Love Bytes’, space. Its establishment as a quality audience organically production unit, its understanding of TVF now aims to be the biggest destination with quality.” the cultural fabric of today’s youth, ARUNABH KUMAR and its connection with the audience for advertisers targetting the affluent youth. suited us,” says Raghuvesh Sarup, And, that was the beginning. The and followed it up with ‘Tanlines’ CMO and head of categories at Ola. country witnessed the release of one and ‘Lost & Found’. “While associating with a web- web series after another and with While ‘Tanlines’ had ‘Unlimited’ Networks India. series, it is extremely important to each was a brand telling a story. as the presenting sponsor and Maruti weave in the brand into the storyline; What drove brands more towards Suzuki - Swift as the ‘powered by BRANDS SPEAK else, it stands out like a forced product web series for targetting youth were sponsor’, the associate sponsor slot Skybags, which associated with placement. With TVF’s ‘Permanent platforms such as channel V and its was bought by Truly Madly, with LIV’s ‘Lost & Found’, got into the Roommates’, we have been able to decision to go ‘only music’. Fogg Deo as party partner. As for discussion at the planning stage engage with our audience by way of With all that happening around, Lost & Found, Skybags was the title itself. “For any association with a original and off-beat content where curtain raiser TVF now aims to be sponsor and due to brand integration, web series, the discussion needs to Ola has been an integral part of the the biggest destination for advertisers enjoyed high visibility. start before the scripting; we need to narrative,” he adds. targetting the affluent youth. Its “For us, the objective behind ideate together, and the brand needs Y-Films from Yash Raj Studios, new offering ‘Tripling’ (a travel getting into web series was to find to fit in it, and those aspects cannot be Ajay Chacko and B Saikumar’s digital story involving siblings), has already out what a digital audience wants, evaluated when the series is already venture Arré, and the production raised many eyebrows even before which is different from the content created,” says Sudip Ghose, vice- house FremantleMedia, too, have the launch of the series. The trailer already available. We are trying to president - marketing, VIP Industries. launched web series. It now remains fetched close to a million views, figure out if there is a language which It’s too early to calculate the RoI to be seen if the supply and demand another first in the Indian digital is a ‘digital only’ language that digital and set a benchmark is what Ghose strikes a balance, and the content gets ecosystem. Tata Motors’ hatchback audiences want to speak,” says Uday feels. He saw the brand fitting in the monetised to bring in profits for the car Tiago became TVF’s partner in Sodhi, executive vice-president and story and that is why the decision creators. n this road trip. Tata, too, is believed to head - digital business, Sony Pictures of going ahead with the association [email protected]

afaqs! Reporter, September 1-15, 2 0 1 6 25 advertising VISTARA Emotional Flight Vistara has launched its first television commercial with brand ambassador Deepika Padukone. By News Bureau

istara, the full-service carrier deployed across multiple platforms airlines, launched its first including TV, digital, print, outdoor, Vtelevision spot on August cinema, as well as at the airports. 22. The multimedia campaign, On the choice of brand conceptualised by Mullen Lintas, ambassador and the campaign features Bollywood actor Deepika objective, Kishore Mardikar, vice- Padukone who was recently president - marketing, Tata SIA appointed as the company’s brand Airlines, adds, “With many players ambassador. having taken to the skies in recent Vistara commenced commercial years, the aim was to clearly highlight “The aim was to clearly operations in January 2015. The the uniqueness that customers can airline brand is known for its experience by flying Vistara. And, highlight the uniqueness premium pricing and also as the first who better to communicate that that customers can full-service carrier to introduce the thought than Deepika Padukone, ‘premium economy’ class of travel. a high-achieving role model who experience by flying Its core audience includes corporate exemplifies the aspirations of the Vistara. And, who better and frequent flyers who value the new generation.” to communicate that service experience and are willing to Tata SIA Airlines, known by the pay a reasonable premium for it. brand name Vistara, is a joint venture thought than Deepika Hence, the campaign has been between Tata Sons and to take us back in time. The device of Padukone, a high- created to highlight the brand promise Airlines (SIA), with Tata Sons nostalgia is oft-used these days, but achieving role model of ‘Fly the new feeling’ in a subtle way. holding the majority stake of 51 per still manages to charm; we all know The ad depicts how the experience of cent in the company and SIA holding that we lived in a better world when who exemplifies the flying Vistara rekindles Padukone’s the remaining 49 per cent. In a span we were younger!” aspirations of the new love for flying by making her feel like generation.” a little girl. A hummable background The multimedia campaign targets score completes the message. KISHORE MARDIKAR As a precursor to the campaign, corporate and frequent flyers. Vistara also ran a Twitter contest #WhichGirl wherein people were of 19 months, it has expanded its Bindra, however, questions the minimalist execution of the ad would asked to guess who will be the face network from its hub in New Delhi, need of a brand ambassador for this, make perfect sense to the corporate of the brand. A child ambassador was and now serves 17 destinations across or any other brand for that matter. and frequent flyers — the brand’s brought in to execute this bit. the country with 11 Airbus A320 Giving an example, he states, “If I core TG. “Fare is, honestly, the last Commenting on the execution, aircraft flying 475 flights a week. look at the communication in this thing on their (flyers) mind; they Amer Jaleel, chairman and CCO, By the end of this year, Vistara aims category that resonated with me would, in fact, lay a greater premium Mullen Lintas, says, “For an airline to grow its fleet to 13 Airbus A320 in recent times, it was the British on the comfort and amenities that brand that has a superior offering, aircraft, and will fly over 500 flights a Airways film because it stemmed an airlines can provide. This type there’s always a temptation to put week to 18 destinations. from a strong consumer insight. of flyer now has a very jaded and the rational features upfront. We And, this piece also comes from a unenthused opinion of the whole resisted that and took on the more FLYING HIGH lovely little human truth.” airport and flying experience. To elevated task of capturing the feeling. Appreciating the ad, Bikram But, Bindra acknowledges that remind him that there could be joy The simple ‘emotionalising’ we have Bindra, vice-president - strategic Padukone does add “her own child- existing here is a great unlock, and pitched for Vistara is a bigger asset planning, Grey Group, says, “The like charm to the film, adding to the one that should work wonders for for the brand to own.” idea is a strong one and I quite loved overall viewing experience.” the brand,” he notes. n The integrated campaign will be the creative element of using a child He also points out that the [email protected]

26 afaqs! Reporter, September 1-15, 2 0 1 6 Brought to you by:

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Stories of Brands Made for India

August 24, 2016 | Crowne Plaza, Gurgaon

Talent Partner: JOB Brought to you by:SWITCH

Presents

Stories of Brands Made for India

August 24, 2016 | Crowne Plaza, Gurgaon

Talent Partner: JOB SWITCH

Motwani: stormers are men of Sharing Success intuition Stories Three marketers share brand-building mantras and secrets at the 10th Brand Owners’ Summit presented by India TV. By Sudipto Adhicary

he 10th edition of the Brand Baba Ramdev’s brand Patanjali. To Owners’ Summit (BOS) - the question ‘Is Patanjali the brand or TStories of Brands Made for Baba Ramdev?’, Motwani said, “Baba India, a platform to share lessons and Ramdev doesn’t own any share in brand-building mantras by brand Patanjali, but his presence overpowers creators and experts, was organised the brand.” at the Crowne Plaza Hotel, Gurgaon, Motwani highlighted the nine on August 24, 2016. points that make a brand successful The day-long event, organised which are as follows: a compelling by afaqs!, and presented by India purpose that will generate momentum TV, hosted sessions from eminent for the business, an honest brand personalities which included authors, promise that further strengthens marketing heads, and brand builders the purpose, a well-defined target at their candid best. audience, a unique identity, consistent Top brands such as Maruti Suzuki, communication, easy accessibility and the DS Group, and Luminous Power affordability to increase the reach of are men of intuition, Motwani success, but some simple ingredients. Technologies shared their success the brand, employee involvement, concluded that Patanjali’s sauce He classified Maruti Suzuki’s reason stories at the event. The summit authentic brand personality, and for success was Baba Ramdev and for success as the simple ingredients offered the opportunity to observe, customer loyalty. how people associated the brand of bringing the right product at the interact, learn, and seek direction According to Motwani, promoting with him. According to her, he right time, and at the right price, from some of the most respected yoga for almost a decade helped (Baba Ramdev) is an interesting creating a distinct market presence, brand owners, who convened on a Baba Ramdev build credibility; concoction, and has a persona which maintaining a robust service network, single platform to share, analyse, and hence, when Patanjali was created, is so unique, different, and wrapped and forging strong partnerships with celebrate the success ‘stories of brands people trusted the brand just as they around himself that there will never suppliers. made for India’. trusted him. “Bringing ‘Bharat’ to be another one like him. Handa also talked about the other Giving the example of Patanjali at the urban Indian paved the way crucial areas upon which Maruti the first session of the event, Anisha for Patanjali to enter every urban MARUTI’S SUCCESSES Suzuki focussed heavily. The first was Motwani, author of ‘Storm the household,” she said. For Sanjeev Handa, vice-president establishing endearing relationships Norm’, shared her insights on why Asserting the fact that stormers and head of marketing, Maruti with their customers, as well as within consumers have fallen in love with are not men of pen and paper, they Suzuki, there is no secret sauce for the company. The second was being

afaqs! Reporter, September 1-15, 2 0 1 6 27 obsessed with quality and affirming explained Handa. According to him, Luminous, as that this obsession spread across all a brand, has successfully grown over INDIA TV the departments of the company. ILLUMINATING LIVES the years. “This has been possible And, the last and the third area of Reiterating the importance of by upgrading our products based focus was the company’s propensity keeping up with the changing times, on consumers’ feedback, creating THE BRAND THAT’S to always be one step ahead than its Sachin Bhalla of Luminous Power superior products, and providing fast ON THE MOVE competitors. Technologies, shared the journey and reliable services. Luminous has “Believing in oneself, doing new of Luminous, which started off as delivered its brand promise,” he said. ndia TV is currently the No.1 Hindi things before anyone else does, and a brand that advertised by painting “The brand is undergoing a Channel and is also India’s most watched news channel for over acknowledging the fact that one on walls and trucks, to one that has transformation while keeping the I six years now. Led by, inarguably, has to change to keep up with the appointed the legendary Sachin same level of trust and quality it the biggest name of India’s news expectations of the customers are the Tendulkar as brand ambassador. is known for,” Bhalla said, before landscape, Rajat Sharma, who is best essential ingredients that are needed “Bringing Tendulkar helped us grow signing off. n known for his iconic show Aap Ki to evolve with the changing times,” fast, and build credibility,” said Bhalla. [email protected] Adalat that has continued to captivate viewers for over 21 years now. The channel is also home to India’s most admired News bulletin ‘Aaj Ki Baat’, again hosted by Rajat Sharma himself. The show, since its launch just before the General Elections in 2014, is redefining Strategies to get Noticed India’s super prime time viewership and is numerically far ahead of its contemporaries. As an advertising medium, the Ajay Gahlaut, ECD, channel’s performance is no Ogilvy & Mather, India, different. The channel enjoys enviable reach, unparalleled time spent per and Shashank Surana of viewer, highest opportunity to see (OTS) potential, superior perceptual the DS Group addressed acceptability across strata, higher ways to get seen. By return on investment, leadership in Priority 1 markets or the costliest to Sudipto Adhicary reach markets of Delhi and Mumbai and thumping superiority in the core-most news TG of CS 22+ male he last two sessions of the 10th NCCS AB, making India TV extremely edition of the Brand Owners’ attractive for the advertisers. Summit (BOS) - Stories of When it comes to moving beyond T vanilla advertising, India TV again has Brands Made for India, organised been ahead of others. With a line-up Gahlaut on by afaqs!, and presented by India of quality events that have always TV, centred upon the phenomenal culture and been in a different league compared success of the ‘Pulse’ candy and the lifestyle of the to what its contemporaries have been ‘Magic of Advertising’. target audience delivering. Honours like Yuva Awards Discussing how extensive research and Salaam India, full day conclaves like Chunav Manch, Samvaad and was done by the DS Group before pitched itself at a higher price. Gahlaut emphasised on the need to once in a lifetime celebration of launching the ‘Pulse’ candy, Shashank Surana even emphasised that there understand the culture and lifestyle 21 Years of Aap Ki Adalat that the Surana, vice-president, new product was an overwhelming response from of the target audience before making fraternity can never forget, have development, DS Group, started the consumers after the sample candies an advertisement. Citing the ads of been delivered and dedicated to the session with a quote by author and were distributed in various malls, Fevicol, he said, “The advertisement industry. entrepreneur Seth Godin: “Don’t find metro stations, offices, and highways. should have some cultural context to From being the most popular customers for your products, find And, the response was positive. “It connect with the customers.” channel of the country to transforming into the most revered products for your customers.” was word-of-mouth promotion of the Taking a cue from Voltas’ ‘All one, India TV is one of the most Diving straight into the topic, he candy that helped it grow,” he said. Weather AC’ ad campaign, Gahlaut enhanced news brands in last few elaborated on the marketing strategies Further promotions on television, explained how audiences connect years and has always set novel adopted by the DS Group for radio, and newspapers created more with advertisements that depict benchmarks for the news category promoting the ‘Pulse’ candy. Talking brand awareness among consumers. some aspect of the consumer’s day- to follow. about the first major step taken by Surana summed up his address to-day life. Its exceptionally slick, hygienic and the brand towards knowing its target thanking the consumers who made Referring to the ads of Pulse elegant presentation clearly appeals to both masses and classes alike customers, Surana told the audience Pulse such a success, “Great things Polio campaign, in which Amitabh and thus the channel delivers almost how the product was targetted towards happen when greats come together,” Bachchan was shown scolding viewers similarly from Bharat to India (Rural the Indian youth, which according he said. for not visiting the immunisation to Urban). to him, were willing to experiment, booths, a move which eventually When India TV was launched almost were open to new ideas, and had an THE FLIP SIDE made India polio-free, Gahlaut said, a decade back, no one had imagined international outlook. Eventually, this While ‘Pulse’ got noticed through “Using a celebrity adds power to the that it would be at the top of the Hindi News Genre in such a short span. led to the idea of creating a candy word-of-mouth promotions, many advertisement.” As an unambiguous testimony to with a twist, unlike products from its brands seek formal advertising to However, quoting the example the fact that the news channel has competitors in the category. promote themselves. Speaking on of the Imperial Blue ad campaign, championed the aspirations of the Surana attributed the immense the topic ‘The Magic of Advertising’, Gahlaut highlighted the fact that a discerning news audience across, success of ‘Pulse’ to both consumers, Ajay Gahlaut, executive creative good ad can be made irrespective of the channel also leads by a long way as well as the extensive research director (ECD), Ogilvy & Mather, the presence of a celebrity. “You don’t with the widest viewer base on its behind its creation. While others India, addressed the last session of the need a celebrity to make your ad, you dedicated YouTube channel (https:// www.youtube.com/indiatv) which, in the hard-boiled candy segment summit. make a celebrity from your ad,” he essentially, is a voluntary medium for were producing the regular-flavoured Explaining the nuances of said before signing off. n the netizens. candies, ‘Pulse’ broke the trend and advertising through a series of videos, [email protected]

28 afaqs! Reporter, September 1-15, 2 0 1 6 Brought to you by:

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Stories of Brands Made for India

August 24, 2016 | Crowne Plaza, Gurgaon

Talent Partner: JOB SWITCH Create a Market First Is competition a bigger challenge or is market creation? And how India TV carved out a niche for itself. Two engrossing sessions at the Brand Owners’ Summit. By Sudipto Adhicary

From left to right: Sreekant Khandekar, Abhiraj Bhal, Sameer Grover, Vikas Chauhan & Aditi Balbir

or an entrepreneur, there are was necessary to provide the right focussed primarily on mobile that ‘work has to be fun’. primarily two challenges -- to information to customers. The brand’s transactions, it “does 100 per cent of its Chowdhuri highlighted how India Fcreate a market for themselves, aim was to create an environment transactions on the mobile platform, TV maintains the right balance of and make a name, or beat competition that was conducive, and remove the unlike its competitors today.” reaching out to both urban and rural and win the game. Abhiraj Bhal opacity prevailing in order to help Responding to how geography audiences. “On an average, we reach of UrbanClap, Sameer Grover of customers make the right decision. determines the decision-making of out to 80 million viewers, and each Crownit, Vikas Chauhan of 1mg, “The other players in the segment a company, Chauhan said, “Mostly, spends the highest amount of time and Aditi Balbir of V Resorts, shared also came together to help create a these are data-driven decisions. on our channel,” he asserted, adding, their thoughts in a panel discussion new market in a unique segment,” You look at the data points, at the “On an average, if you take any target moderated by Sreekant Khandekar, said Chauhan. consumers, and at the pricing of the group, any market, India TV has director, afaqs!, at the 10th edition of Agreeing with Chauhan, Balbir of services required.” always been a leader.” This, according Brand Owners’ Summit. V Resorts shared how the company During the interaction, Bhal shared to him, was the predominant reason According to Bhal of Urban Clap, an advice given to him by one of his why India TV was a part of a majority the focus of the brand is to “present professors: “Don’t run out of cash. If of media plans. a panel of high-quality servicemen.” Creating a market you have cash, you have another day While India TV is a known He said that the competition came to fight.” name, Rajat Gandhi of Faircent, an from the people providing service and is the primary Grover rounded off the session upcoming new player in a relatively the lack of transparency that existed step followed by by saying, “If you focus too much on new market of peer-to-peer lending, in approaching them. Hence, his aim competition, then you’ll never be able shared how Faircent has introduced a was to create a market for such skilled providing services. to focus on your product.” new way to lend and borrow money. professionals, and not get bothered by The panellists concluded that He explained the entire idea behind the competition. chose many offbeat locations around creating a market is the primary the company, the challenges and Grover of Crownit also agreed that popular cities and converted them into step which should be followed by inspirations, and how it has designed to create a market was more important new destinations, thereby creating a providing the desired services. the website to make it easier for the than worrying about the competition. new market for itself. Quoting the user to understand and make use of it. The focus was on making discounts example of Manesar, Balbir discussed BEING AN INDUSTRY The 10th edition of the Brand and coupons a ‘de facto experience how the company managed to make LEADER Owners’ Summit (BOS) - Stories of for the customers’, as the initial idea lesser-known destinations near Delhi A session on how India TV has Brands Made for India, organised by was to create a market where asking as a preferred choice for people to opt carved out a niche for itself and is a part afaqs!, and presented by IndiaTV, was for discounts ‘would be fun and make for weekend getaways. of every media plan was addressed by held at the Crowne Plaza, Gurgaon the experience super fun’. Reiterating the fact that creating Sudipto Chowdhuri, executive vice- on August 24, 2016. Jobswitch acted Chauhan of 1mg suggested that a new market gives an edge, Grover president, sales, India TV. He started as the talent partner. n for a segment such as healthcare, it further shared that since Crownit the conversation by sharing his belief [email protected]

afaqs! Reporter, September 1-15, 2 0 1 6 29 Welcome address by Sreekant Khandekar Anisha Motwani dissecting the reasons why consumers have fallen in love with Patanjali

Sanjeev Handa on why every second Sachin Bhalla on the journey of brand car sold in India is Maruti Suzuki Luminous

Panel discussing which is a bigger challenge competition or market creation

Sudipto Chowdhuri discussing why Rajat Gandhi on Faircent’s unique IndiaTV is unavoidable in any media plan proposition

Ajay Gahlaut on the magic of Audience query advertising

Shashank Surana on the reasons behind the Pulse phenomenon Brought to you by:

Presented by Talent Partner Presents 30 afaqs! Reporter, September 1-15, 2 0 1 6

Stories of Brands Made for India

August 24, 2016 | Crowne Plaza, Gurgaon

Talent Partner: JOB SWITCH

presents campaigntrail New campaigns across television, print, out-of-home and digital media. VIDEOS

AMAZON KFC SUNFEAST DARK In its latest ad film, ‘#MomBeAGirlAgain’, the online The quick service restaurant has rolled out an ad as part CHOCO FILLS marketplace is shown to help mothers – one that of a of the ‘Unlikely Friendship’ series that shows two friends ITC Foods has launched its campaign, ‘Can’t Wait, Won’t young girl while the other two are middle-aged mothers, communicating in sign language where one is differently- Wait for Dark Fantasy’ for Sunfeast Dark Fantasy Choco re-live their passion for photography, badminton and abled and the other has a wounded eye. The wounded Fills, where a young executive at work looks back and forth skating when the delivery boy hands them a package boy questions his friend on why he gets only one piece of impatiently, checks the clock to see if it’s an okay time, and each containing a camera, badminton racket, skating chicken, despite getting involved in a brawl for him. The ad finally pulls out her tiffin box carrying Dark Fantasy Choco wheels and helmet even as they read a letter regarding ends with a voice-over, ‘Friendship mehengi padh sakti hai, Fills singles, and unable to resist any longer, she takes a what the gift is about. KFC nahin (Friendship may prove to be costly, but not KFC)’. bite and surrenders to the experience. Creative Agency: Ogilvy & Mather Creative Agency: Ogilvy & Mather Creative Agency: FCB Ulka, Bangalore

ICICI LOMBARD INTEX TECHNOLOGIES The company has rolled out its multimedia campaign, The online marketplace has launched two ad films as part The company has rolled out an ad film, featuring brand ‘#DoTheDifficult’ that depicts the protagonist of its ‘#FlipkartAssured’ campaign, which feature kids ambassador Madhuri Dixit-Nene, who is seen endorsing going for an early morning run despite extreme weather as adults where the protagonist (an old man played by a the brand’s fully-automatic washing machine, which also conditions. The ad promotes the ‘Nibhaye Vaade’ kid) is shown sitting in a park and browsing shoes on his helps cut down the electricity bill due to its smart proposition. The brand works towards fulfilling its phone while two security guards (again played by kids) features such as a ‘Magic Filter’, which ensures that all commitment through services like nutrition come to remind him of the hassles of online shopping, to the lint inside the tub is captured for top quality filtering to consultation, gym and yoga reimbursements, and which the old man tells them that ‘#FlipkartAssured’ will deliver consistently effective cleaning results. fitness therapy. take care of all the glitches. Creative Agency: Publicis Creative Agency: Ogilvy & Mather Creative Agency: Lowe Lintas

PRINT GUSTOSO Gustoso, the fine dine eatery has recently opened its outlet in Mumbai. For the same, the agency has rolled out some quirky print ads inspired from the gourmet city of Naples AMUL as it attempts to bring Centred around the recently concluded Rio Olympics 2016 delectable Neapolitan badminton silver medallist winner P V Sindhu, who won fare to Mumbai with dishes such as the lone silver for India at the international sports event, QUIKRHOMES and her coach Pullela Gopichand, who helped her achieve Napolean pasta, pizza and Espressos. The company has rolled out a print creative featuring the milestone, the butter marketer rolled out a catchy Bollywood actor Ranveer Singh where he is seen rowing a topical print ad on the same theme. The copy reads, Creative Agency: BBH India boat in flooded water. The ad urges readers to download ‘Gopi ne char chand laga diye! Is mein sabcoach hai’. the ‘QuikrHomes’ app on Windows, Android and iOS as it Creative Agency: daCunha Communications comes loaded with features such as ‘Street Vision’ and ‘Facilities Mapping’ which would help people make a better choice when buying homes. Creative Agency: Interface Communications

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32 afaqs! Reporter, September 1-15, 2 0 1 6 jobswitch

Post: Senior Graphic Designer Email: [email protected] / Profile: The candidate should have ...... Company: Xpressions Pixel Works [email protected] better understanding of design Pvt Ltd ...... guidelines. S/he should able to Post: Senior Copywriter Profile: Design and produce create design layouts. Company: Thought bubbles layout for various material that Post: Art Director / Visualiser / Corel Draw, Photoshop, other Profile: The candidate should love includes advertisements, magazines, Packaging Design Expert / DTP graphic software, illustration, to play with observations, words packaging, website templates, brand Operator / Photo Finishing Expert visualisation power, and ideas. S/he should be updated identity, brochure and leaflets. Company: 3 Brothers & Fils Exp: 0 to 1 year in the best advertising work in India Complete working knowledge of Profile: Art Director / Visualiser Location: Mumbai and abroad, should be hungry for Photoshop, Corel Draw, Illustrator The candidate will be responsible Email: [email protected] doing creative work on client briefs. and other related software. for ideation, design and creative ...... S/he should be comfortable with Exp: 0 to 3 years execution. thinking film ideas. Location: Mumbai Developing multi-media advertising Post: HR Manager Exp: 5 to 7 years Email: [email protected] campaigns and other brand Company: Thoughtrains Designs Location: Mumbai ...... communication material. Pvt Ltd Email: manoj.motiani@ To work on all forms of brand Profile: Assist with day-to-day thoughtbubbles.in Post: Client Servicing / Account communication. operations of the HR functions ...... Executive - Digital Excellent visualisation skills. and duties; provide clerical and Company: NFX Digital Able to work on Corel, Photoshop administrative support to Human Post: Junior and Senior Visualisers Profile: We are redefining the other design related software, 3D Resources executives; compile and and Art Directors research and ad world. NFX Digital (optional) update employee records (hard and Company: Joshbro Communications is the company behind ‘adytude. DTP Operator and Photo Finishing soft copies); process documentation Pvt Ltd com’. We use our unusual research Expert will be required to be good and prepare reports relating to Profile: Churn out creative work methodology and are working with in Photoshop and Illustrator personnel activities (staffing, after a proper understanding of brands such as TOI, Discovery, Exp: 2 to 10 years recruitment, training, grievances, the brief. Highly motivated, a Flipkart, Jagatjit, Coke, Hyundai, Location: Mumbai performance evaluations, etc). conceptual thinker and should Canali, Jabong, ShopClues, Proqore, Email: [email protected] Exp: 0 to 3 years be able to present his ideas to the Zee TV, Bajaj, Timex, Okaya, etc...... Location: Navi Mumbai creative directors. In the future we plan to launch Email: [email protected] Must possess great graphic design internationally, in 31 countries as this Post: Copywriter (Senior / Junior) ...... sense, typography and software model does not exist in the world. Company: Jaya Advertising skills in Corel Draw, Illustrator, Exp: 1 to 4 years Profile: Ideas / Ad Campaigns / Post: Junior Copywriter Photoshop, etc. And the rest, during Location: Delhi Brochures / Film Scripts Email Company: Melange communications the interview discussions. Email: [email protected] Campaigns / Web Site Content, etc. Pvt Ltd Exp: 2 to 3 years ...... Exp: 3 to 5 years Profile: Ability to convert the Location: Mumbai Location: Mumbai creative brief into workable ideas Email: [email protected] Post: Senior Visualiser / Graphic Email: response@jayaadvertising. and compelling words. Designer com Exp: 2 to 3 years Company: Alliance Advertising ...... Location: Mumbai Profile: Proficiency in website Email: skataria@ designing / programming and Post: Copywriter melangecommunications.com / animation will be an added Company: Thoughtrains Designs [email protected] EVEN GOOD CAN! advantage. Pvt Ltd ...... GET BETTER The candidate should be able to Profile: The candidate has to ideate and execute press campaigns, interpret account briefs, researching Post: Business Development packaging, promotional designs, clients, their competitors and the Executive / Manager brochures, etc. independently. target audience. Producing original, Company: Walnut Advertising Pvt Ltd Exp: 2 to 4 years clear and credible ideas / messages Profile: Have an existing portfolio TO ADVERTISE, CONTACT: Location: Mumbai / scripts, and presenting these to of clients. Meet potential clients Abhilash Singh Email: [email protected] clients and colleagues, monitoring by growing, maintaining, and Ph: 09999989454 ...... campaign effectiveness liaising leveraging your existing network. Email: [email protected] with clients and colleagues, and Prospect for potential new clients Sumeet Chandiramani (Mumbai) Post: Copywriter meeting project teams to consider and turn this into increased Ph: 09820590172 Company: Digi Touch advertising requirements. business. Cold call as appropriate Email: [email protected] Profile: Developing creative ideas Exp: 3 to 4 years within your market or geographic [email protected] and concepts in partnership with Location: Navi Mumbai area to ensure a robust pipeline of the art director; liaising with clients Email: [email protected] opportunities. To view other jobs in Marketing, Media and Advertising, log on to: and clarifying their briefs...... Exp: 2 to 5 years www.jobswitch.in Presenting ideas to clients. Location: Mumbai Exp: 2 to 5 years Post: Junior Graphic Designer Email: [email protected]; tasneem@ Join us on : facebook.com/jobswitch Location: Mumbai Company: Pixel Creations walnut.in

afaqs! Reporter, September 1-15, 2 0 1 6 33 people

A round up of some major people >> MOVEMENTS/APPOINTMENTS<< movements in the last fortnight ADVERTISING DIGITAL Orchard Advertising DDB Mudra Group Isobar Orchard Advertising The DDB Mudra Isobar India recently appointed Group has announced recently appointed Ganga Ganapathi the appointment of Chandrashekhar Poovaiah as senior vice- industry veteran and Mhaskar as vice- president and branch out-of-home (OOH) president to drive head for its Bengaluru specialist Gour Gupta, its digital creative office. Poovaiah has 18 currently the head and services years of experience, of of Ignite Media, as division nationally. which eight have been executive director, Additionally, he in advertising, following DDB Mudra Group will also handle which she spent five- and chief executive the responsibilities CHANDRASHEKHAR MHASKAR and-a-half years at HP GANGA GANAPATHI officer (CEO), GOUR GUPTA for the West India Global Analytics. POOVAIAH DDB MudraMax region. (OOH, events and experiential). Among other Mhaskar was a successful entrepreneur Scarecrow Communications appointments, Vineet Gupta, managing director, before taking up the mandate at Isobar. Scarecrow Communications has brought on 22feet Tribal Worldwide, has joined the agency as Mhaskar will join Isobar India’s leadership board two senior art specialists in its Mumbai chief digital officer, and Aditya Kanthy, national team which includes Gopa Kumar, vice- branch which includes Prasad Jindam as creative planning director, DDB Mudra Group, has been president, Anish Varghese, national creative director (art), and Yatin Vaidya as associate creative elevated as chief strategy officer at the agency. director, and Rahul Vengalil, business head director (art). Jindam, an ex-Scarecrow executive, Both, (Vineet) Gupta and (Aditya) Kanthy will (South), along with Shamsuddin Jasani, returns to the agency after a successful stint with report directly to Madhukar Kamath, Group chief managing director, Isobar India. photography. Vaidya joins Scarecrow Mumbai executive officer (CEO) and managing director from Rickshaw, a design agency, where he was art (MD), DDB Mudra Group. iProspect group head. iProspect India, the digital performance MEDIA PUBLISHING agency from the Dentsu Aegis ZEEL vice-president (EVP) and head — content. Network stable, Zee Entertainment Thapar will report to Avinash Kaul, managing has announced the Enterprises Limited director, A+E Networks|TV18, and president - appointment of Divya (ZEEL) has appointed strategy, product and alliances, Network18. Ajitkumar as associate Punit Misra as the Thapar, whose last stint was as vice-president vice-president - client chief executive officer — programming, at Discovery Networks, Asia- servicing. In her (CEO) of domestic Pacific, will be responsible for driving the content new role, Ajitkumar, broadcast business. strategy, creative, and all programming-related who brings with DIVYA AJITKUMAR Misra will report objectives for the Network. He will look after her a decade-long to Punit Goenka, the Network’s flagship channel History TV18, industry experience managing director and the recently launched factual entertainment in the field, will work for augmentation of (MD) and CEO, PUNIT MISRA channel, FYI TV18. the agency’s growth plans with respect to the ZEEL. He will look Indian market. after the entire domestic broadcast business, Sony Pictures Entertainment She was previously digital manager, which includes all the entertainment channels. Sony Pictures Entertainment (SPE), India, Europe, the Middle-East, and Africa (EMEA), The appointment will be effective for October has appointed Ram Mirchandani as head of at Starcom Mediavest Group, . Prior 1, 2016. Prior to this, Misra was executive creative development. He will be responsible to this, Ajitkumar has worked on brands such director (ED) - sales and customer development for mounting the local production film slate for as Samsung, Coca-Cola, Walmart, Europcar, for Hindustan Unilever (HUL). the company and will report to Vivek Krishnani, Flybe, Aer Lingus, Avon, Honda, CineWorld, managing director, SPE, India. Prior to joining and RIM. A+E Networks|TV18 SPE India, Mirchandani was chief operating A+E Networks|TV18 has announced the officer (COO) at Endemol, India, where he BC Web Wise appointment of Arun Thapar as its executive headed its motion pictures division. The full-service digital agency BC Web Wise recently announced the appointment of Leeladhar B Laheri as vice-president - MARKETING media. Laheri’s responsibilities will include reinforcing BC Web Wise’s (BCWW) media Lodha Group capabilities and drive new business through Lodha Group, a real-estate company, recently announced the the implementation of digital analytics and appointment of Viral Oza as its chief marketing officer. Oza has joined programmatic strategies across its client the Lodha Group from Bennett Coleman & Company (The Times of portfolio. India Group), where he was director, marketing. Laheri joins BC Web Wise from Mindshare Prior to this, he was with (now Microsoft) since 2008, where (Group M) where he handled media strategy he served as marketing director and member of the India leadership for Idea Cellular in his role as senior account team. At the start of his career, Oza spent 17 years with Unilever in director - digital media planning and buying. India, Philippines, and the UAE. Previously, he worked at DraftFCB+Ulka, Commenting on his new role, Oza says, “I look forward to play VIRAL OZA where he handled digital media planning a part in the journey towards making Lodha one of India’s leading for brands such as Tata Motors, TCS, Tata brands.” Housing, LIC, Club Mahindra, and Amul.

34 afaqs! Reporter, September 1-15, 2 0 1 6