October 16-31, 2018 Volume 7, Issue 9 `100

ONLINE ORIGINALS The Creative Challenge Five OTT content heads present their point of view.

Vijay Subramaniam Amazon Prime Video Ridhima Lulla Eros Now Bimal Unnikrishnan Vuclip Vishnu Mohta Hoichoi TV

Monika Shergill Voot

18 2016/-(inclusive taxes).

3495/-(inclusive taxes). eol

This fortnight... Volume 7, Issue 9 month ago we put Ormax’s Shailesh Kapoor on the cover; his company is in EDITOR Sreekant Khandekar A the business of testing all kinds of video content for commercial viability. The PUBLISHER October 16-31, 2018 Volume 7, Issue 9 `100 newest and arguably most exciting kind of content in their proverbial lab is OTT Sreekant Khandekar content. Our understanding of the OTT genre, from a content and creation point ONLINE ORIGINALS EXECUTIVE EDITOR Ashwini Gangal The Creative Challenge of view, grew a notch through our chat with Shailesh. He offered theories on the Five OTT content heads present their point of view. reason most of these shows tend to be visually and thematically dark, for instance. ASSOCIATE EDITOR Sunit Roy Vijay Subramaniam Amazon Prime Video Ridhima Lulla PRODUCTION EXECUTIVE Eros Now This time, we decided to up our knowledge of the OTT space some more by Bimal Unnikrishnan Andrias Kisku Vuclip Vishnu Mohta asking content heads of various OTT platforms about the challenges they face while Hoichoi TV ADVERTISING ENQUIRIES Monika Shergill Voot making their shows. And we don’t mean business challenges; we spoke to them Shubham Garg about the creative hurdles they face while putting their content together – right from 81301 66777 (M) ideation to execution. Apoorv Kulshrestha 9873824700 (M) Noida One of the biggest challenges is – the dearth of good script writers. Not Nikhil Jhunjhunwala 9833371393 (M) 18 surprisingly, this is something the feature film fraternity laments about as well. Mumbai OTT, as a segment of content, needs its own sensibility. And that will happen when [email protected] writers pen stories for this medium specifically, without letting the ‘TV style’ or MARKETING OFFICE ‘movie style’ of writing dilute their craft. Storytelling works best when not shackled B 3, Ground Floor, Sector 4, Noida -201301 Uttar Pradesh by formulae and numbers, after all. MUMBAI 302, Makani Center, 3rd Floor, Presently, OTT platforms appear to be playing the volume game. But there is Off Linking Road, Bandra (W), some such thing as too much content. Going forward, the name of the game will Mumbai - 400050 change, as it should, and excellent quality will become a hygiene factor. Moreover, in SUBSCRIPTION ENQUIRIES such a scenario, cracking the variety code is a challenge content heads foresee; OTT [email protected] desperately needs more genres. Owned by Banyan Netfaqs Pvt Ltd and Printed and published by Though it goes against the inherent goals of OTT platforms, I wonder whether Sreekant Khandekar, at 7-A/13, Ch. Ratan Singh Complex, the content teams that run them, will, inadvertently or otherwise, develop their Jawala Heri Market, Paschim Vihar, individual platform brands basis the content. Say, will there ever be an ‘Amazon New Delhi-110 063. type’ show? A distinct ‘Netflix style’, perhaps? Printed at Artz and Printz 208 DSIDC Sheds, Okhla Industrial Area, Phase 1, New Delhi - 110020

Ashwini Gangal Cover Photograph Courtesy: [email protected] istockphoto.com CONTENTS 22 6 STAYUNCLE Not about Being Kinky A chat with the CMO, about the brand’s latest video ad.

15 PROFILE 13 Aparna Bhosle The newly-appointed business head of Zee TV shares her tale of how she 12 got into the media world MILTON KELLOGG’S HONDA after working with liquor Decoding an Ad Great Expectations Same Old Story? brand Diageo and her goals An ad that brings gender An expectant mother talks Honda and Hero release ads for Zee TV. discussions to the fore again. about high expectations. with same peg.

afaqs! Reporter, October 16-31, 2 0 1 8 5 e

STAYUNCLE Not About Being Kinky... A chat with Blaze Arizanov, CMO, StayUncle, about the brand’s latest video. By Abid Hussain Barlaskar

o the delight of the LGBT the male idea because, in India, we’ve community and its seen a lot of guys in the limelight for Tsupporters, the Supreme LGBTQ issues and decided to do the Court recently scrapped section 377 same ourselves.” of the IPC (Indian Penal Code) that criminalised homosexuality. Cashing TURNING TO EXPERTS in on the news, StayUncle, cult Anupama Ramaswamy, national hotel booking platform, now has creative director, Dentsu Impact an offering in line with the apex maintains that the ad gains on court’s verdict. The brand’s latest ad timeliness, but looks like a sorry is in the form of a minute-long film attempt to cash in on the SC ruling. that delivers a simple, open-minded “The execution is not good, nor is message - its hotel-partners won’t the casting. The use of phrases like judge same-sex couples and they can ‘Sahi hai ‘ etc. makes the whole film have a hotel room and peace of mind, cheap. The subject should have been without an issue. What is the ad? handled in a more sensitive way with A couple of guys step into a hotel. was scrapped, brands didn’t think to better actors,” Ramaswamy states. One makes a mechanical 90-degree celebrate it enough,” Arizanov states. Navin Theeng, executive creative turn towards the reception, the About why the ad wasn’t launched director, Havas Gurgaon, says, “Most other (Ashish) meets a friend (Abhi) right after the verdict, Arizanov advertising falls flat by trying to exiting the hotel after a stay with his explains, “I wasn’t aware that the please too many people at the same girlfriend. Abhi inquires if Ashish scrapping was about to happen, time. The StayUncle ad stands out is also with his lady-love, to which maybe because I was out of India. But by being sharp and clear about who he responds he’s with his boyfriend. preliminary reactions like posters and it is talking to. So it will get noticed.” This is met with a cheeky retort from changes to the homepage, happened Theeng maintains that measuring Abhi, “Sahi hai, chal maze kar.” immediately. Other brands did the ad in terms of execution and This time, the brand’s that too and it boiled down to just production values is barking up the communication seems pretty posters. This ad shows that we are wrong tree. “Its very messaging makes watered down and quite unlike serious about what we do.” StayUncle a very contemporary previous campaigns. In fact, in an While the absence of a mainstream brand. It has a missionary vision. earlier communication, StayUncle ad agency can be understood, why It has a point of view on love, quite literally gave a rival the middle- not a production house to execute “For now, the freedom and privacy; one that you finger. The brand’s digital ad space the ad? may or may not agree with, but is a quite openly features their message “It was done by people from LGBT community hyper-contemporary issue. It is also of acceptance to the community, our own network. We avoided just wants to be well-timed and comes across as a irrespective of preference. professional help because we meaningful action and not just an The brand’s communication and could not spare that much from accepted and empty gesture that most brands have not beaten indulged in. The brand personality This time, the brand’s communication is not sophisticated; it typifies the up on the streets.” sullen resentment of the college kid seems pretty watered down. against the establishment. But it BLAZE ARIZANOV works,” Theeng surmises. offering both make a timely landing our budget. We believed that we Ramakrishnan Hariharan, head of following the 377 verdict; not too could do a commendable job and I creative, Publicis India, says, “I’m early when the industry was abuzz am fascinated by the final product,” there will be another follow-up ad a bit disappointed with this one. with umpteen brand communications responds Arizanov. But why a soft, in the coming months on similar StayUncle’s service is truly unique and not too late to create a decent toned-down approach to the brand lines. However, he adds, “There is a and genuine in its offering, but the connect. Even their selection of two communication? good chance that we might be back TVC fails to evoke the warmth males in a relationship is a step away “We have been known for our to our old kinky self in the next associated with love. After all, the from dominant industry narratives of explicit content and remarks in communication. As we go into the intent, as far as I can make out, is women partners. general, but in this case, we felt mainstream market, we have to be to create a private space for young afaqs! Reporter spoke to Blaze that it’s a very emotional moment slightly cautious with our content, lovers where they can spend quality Arizanov, CMO, StayUncle and for the LGBT community. Right but we won’t be a comforting brand. time with each other. In that, it falls the Macedonian who’s out to solve now, it’s not an issue of being kinky, We started as a couple’s booking short in terms of crafting.” Indian social mysteries. He gave us but emotional. We deliberately portal and the narrative is back with He adds, “‘Chal, maze kar’ sounds more insight with regard to the latest maintained the softness in our 377. It’s a couple-based event and more to do with sex than love and ad. “Section 377 is a massive event communication. The community we need StayUncle to be in the bonding. All in all, it’s a bit too flat for for India and the strange thing is, will have a lot of time to be kinky; for limelight.” my liking, but I appreciate the effort. brands didn’t do much about the now, they just want to be accepted Speaking about the idea of putting It’s topical and the service is clearly event. The fact is, a draconian law and not beaten up on the streets,” a male same-sex relationship in communicated. Better crafting could like Section 377 was in effect in Arizanov replies. the fore, Arizanov says, “We had a have made it a beautiful spot.” n India in the 21st century and after it Arizanov further confirms that discussion, but decided to stick with [email protected]

6 afaqs! Reporter, October 16-31, 2 0 1 8

MARKETING INITIATIVE BIGFM launches 10 programmes to celebrate the festive spirit of its listeners… …through platform agnostic content that reaches beyond radio to social media.

Festive spikes • Big Nau Deviyan will celebrate the power and glory of Indian women in all its grandeur through stories of 9 personalities along with a Music Video. It will be an hourly special airing from October 10 to 18. • Bolo Durga Ma ki will discover and celebrate the real-life Durgas who have broken the evil of stereotyping and have shone brilliantly like the Goddess herself through their individual inspiring stories. • Sura maayi Chhath will be an on-air and on-ground celebration of the unique festival of a mother praying for the welfare of her son to the God of Sun and Light. • Big Teen Patti will be an hourly on-air segment where a celebrity will ask three questions to the listeners who would have to get all the answers correct in order to win prizes! • Recode What Children Want will be a Children’s day special and will bring together career experts who will guide and mentor children in finding their hidden interest and honing their potential so they choose the career they would love.

Shows • Badta Chal Finance Segment is a first-of-its-kind business and finance show on radio that will help listeners get sound financial advice from market experts and be updated on the stock market. After all, we all need an expert to help guide us through our money. • Gadgetted Officer will sharpen our knowledge about all the cool and slick gadgets and consumer durables that we are tempted to buy during the festival season. • Big Golden Voice will enter its sixth season with more talent coming on he time of the year when each morning brings with board and carving their niche. it the excitement of festivals is here! Be it the Tmorning offering of flowers in Durga Puja, the On ground awe of crackers lighting up the sky in Diwali, the mothers’ love for • Neelesh Misra who has always taken us on a dreamy and often emotional her child in Chhath, or the joy of again being a child on Children’s ride with his words will be travelling to 12 cities for a story-telling tour with day, there is something to look forward to. And in the midst of all of these, live concerts. Listeners can now see the man behind the baritone voice who one friend who we listen to every day, is also delving in the celebrations with melts their hearts with his proses and poetry every time. us – our beloved radio station BIGFM! • Another popular show that will be held on-ground is the Suhana Safar with the impeccable Annu Kapoor. The record-breaking 5-year-running BIGFM has launched 10 new programmes to give its listeners show will continue with its captivating format but this time live in concert, the daily dose of entertainment mixed with serious discussions, behind- bringing the timeless musical magic to life! the-scenes trivia, financial advice coupled with unique activation options for brands and advertisers. Adding to its roster of festive spikes, shows, and Each show has been structured in a way to cater to brand associations on-ground initiatives, these programmes perfectly rhyme with the brand optimally giving maximum exposure, engagements, and recall. RJ mentions, ethos of Suno Sunao Life Banao! product placements, audience engagements, digital branding, BIG Concert Truck branding, and sponsorships are just a few options for the advertisers thereby, making BIGFM stand as a strong choice for advertisers. Let the festivals begin!

8 afaqs! Reporter, October 16-31, 2 0 1 8

MARKETING INITIATIVE The Vooc Chargers behind the new Oppo Vooc-charge Film

five minute brief is all it took for Fuel to conceptualize Aand create the latest OPPO VOOC Charge film. We asked Fuel. The Turnkey Idea Virtuosos a bit about themselves and how they went about creating it. Raj Kaushal of Fuel says, “Before we received the brief for the product - VOOC Charge (5 minute charge 2 hour talk) we had taken a look at the stories OPPO had been telling. As a brand, OPPO tells simple, beautiful stories with a touch of romance, but the stories are more cinema than advertising; we noted however that the stories had to have great product integration and clarity of product usage which made conceptualizing tough. We had already pitched for the India launch of VOOC Charge, being in the fray with agencies such as LOWE LINTAS. But with Pakistan, storytelling sensibilities would change, so we rethought the story with all the little nuances. One of the twists during the course of making the film was that we changed the international location after the post production meeting with the client. We had done an extensive recce in Istanbul but discovered Baku, Azerbaijan as a more beautiful and unexplored location, we believed it would make our film more beautiful and took the call, the client believed in our vision, our belief and our passion”. Kevin Hu, Marketing Director, South East Asia Region, OPPO shares his personal experience with the Fuel “Within 3 weeks, Team saying “We pitched to the Fuel Aman Khan, head of narrative, and Team 3 weeks before the shooting Fuel Team finished Raj Kaushal, chief creative officer, two of the day; within 3 weeks, Fuel Team has the storyboard, finished the storyboard, shooting four veterans who make up Team Fuel. plans, venue recce, props and clothes shooting plan, venue and even selected the male model”. recce, props and Kaushal adds, “It was a collective effort between three countries, India, clothes and even us. Fuel has a solutions mindset; we tank and execution arm. With quality Pakistan and China.” Fuel is built of selected the model” believe that Ideas only have currency, talented people on board who have four veterans, from the industries of if they see the light of day. Which is the ability to cull, curate and present film making, advertising, television Kevin Hu why we like experimenting and we ideas from life insights with an and marketing, we have over fifty like constraints of all types; they keep understanding of sub cultures. years of collective experience, which things real, and get ideas executed, Raj Kaushal is the nerve centre and works beside you for the brand. From the brand custodian. this is why our collective’s DNA is the Chief Creative Officer, Aman strategizing on the way forward in This is the reason why OPPO, built on being turnkey, being agile, Khan is Head of Narrative, Pooja marketing, to working out a brief Usha International, Indiabulls, and being pocket friendly. Khubchandani is the chief whip, and taking it forward to concept, to Century Cement, Fazlani Foods, For clients, who wish to be able literally and the Head of Production script, to budgeting, to shooting and Fanzart, HOM TV and Paradise to connect with various stakeholders and Siddharth Agnihotri, brings it all to on time delivery, on budget. Fuel Builders have worked with us directly and not just work towards a specific together and is Head of Vision. partners the brand and prefers to be this year and continue to work with marketing task, Fuel is both a think

10 afaqs! Reporter, October 16-31, 2 0 1 8

e

MILTON Decoding an Ad An ad that brings gender discussions to the fore once again. By Deepashree Banerjee

midst the current hullabaloo, the way the Airtel ad did.” the last thing any brand However, Bodhisatwa Dasgupta, Awould want, at this point, is senior creative director, Happy to get trapped by gender parity trolls. mcgarrybowen has a rather interesting Conceptualised by Ogilvy India, take to share, “Most of what we’ve Milton’s new ad addresses the struggle been seeing in advertising is littered of every working professional who is with stereotypes. And while we may looking to balance their daily office shrug and say ‘they seem to work so routine and satisfy their hunger far’, we all feel a little uncomfortable pangs. The arguably noble idea seeing it happen.” behind this ad seems to be in slight This particular commercial, (or too early to deduce?) contrast to however, he feels is nicely balanced the feminist ideologies which other and explains why, “Yes, it showed the brands have sworn by in the past. boss of home as a woman who has However, both the brand and prepared her husband’s lunch. And agency spokesperson want to steer I know everyone’s going to jump up clear of any such conversations. pitch perfect or jarring noise? and say ‘Hey, it’s 2018! Why can’t Ajay Vaghani, managing director, To clear our predicament, we got the man cook his own lunch?’ But Hamilton Housewares, says, “The in touch with the experts. Strategy here’s the thing, the commercial also campaign highlights the underlying consultant Lubna Khan feels that the showed the husband reporting to a culture of lunch-breaks and the work manages to clearly convey the woman. That, I felt, was refreshing.” dilemma of every office-goer in functional benefit of a microwaveable With so many conversations India today. The high-standard, steel tiffin. However, she feels it does happening on breaking the glass high-pressure workplace makes not do as well in creating a much ceiling and equal pay, Dasgupta felt one settle for cold food and rushed deeper emotional connect with its the commercial was relatable and lunches. Small joys like having hot, audience. progressive. home-made food are compromised. “It is an opportunity missed to All the debate and postmortem The communication focuses on the do justice to the progressive stance aside, was it a good ad? “Of course, it solution by highlighting the core implied in the brand’s tagline - ‘Kuch was nicely written, there was lovely benefit of our tiffin while taking naya sochte hain’. There would have wordplay, the characters were well the viewer on a journey that is both “There would have been greater impact if the work had rounded, it was a delight to watch,” engaging and entertaining.” added cultural weight and substance he answers. Anurag Agnihotri, executive been greater impact to the brand,” she signs off. So, to answer the million dollar creative director, Ogilvy India, if the work had Not one to mince words, Jagdish question, is hubby’s lunch still the says, “One can’t choose a hot lunch Acharya, founder and creative head, wife’s department? “Well, that’s over work. The film brings this added cultural weight Cut the Crap finds this a super between the hubby and the wife eternal conflict alive where the boss and substance represents work and the wife, lunch.’’ The ad adds on to the so many conversations However, what caught our eye to the brand.” happening on breaking the glass ceiling. was the fact that though humour LUBNA KHAN was rightfully employed to convey stereotypical portrayal of a ‘good to decide, isn’t?” he quips. And of the message in the new spot, the wife’ turning into a ‘better wife’, course, we can read between the traditional roles still disturbingly when Havells went a step ahead. all thanks to the brand playing its lines! remain the way they were twenty Social media went abuzz with clichéd role. While, of course, there is the years ago in today’s egalitarian (or so discussions about the Havells ads “There are many such depiction of the wife being the we would like to believe) times. that asked users to respect women. commercials being made and aired. “tiffin bearer” that does pander to For the uninitiated, a 2014 Airtel Several situations in which women In fact, in numbers, these kinds stereotype, to Bikram Bindra, vice- ad evoked a flurry of mixed reactions find themselves playing regressive would form the clear majority. Much president and strategic planning from Twitterati which included jokes roles every day come up in these like the ‘saas-bahu’ fare on television, head - Delhi, Grey Group, the on what the company wanted to say ads, and often they are the target they never go away,” he smirks. more worrisome narrative is that and what was actually conveyed, with of a subtle sexist bias from a close “Having said that, there is an of perpetuating the need to choose many labelling it as ‘sexist’ while family member. How they deal with audience for the unchanging serials between a hot lunch and work. others giving it a thumbs up. it forms the narrative and core of and the lot is likely to bear and smile “I think enough corporate-goers Interestingly, we often find ads by these ads. at the never-changing commercials end up neglecting their meals in the segments, namely home-ware and Milton’s 40-second TVC being played during the breaks,” he quest to push themselves work-wise, kitchen appliance makers, almost campaign is running on major adds further. and we, perhaps, don’t need to be lost in the deluge of gender-biased English, Hindi, Gujarati, Tamil, We asked Acharya if it was possible told that is a reality that we need to product placement on mainstream Kannada, Malayalam, and Telugu the brand could find itself in a soup live with,” he says. media. For instance, the Tupperware TV channels and is also being anytime soon, to which he promptly What he did like was the clear India (the biggest rival to Milton in promoted on YouTube, Facebook replied, “Milton is not a brand high benefit articulation and the depiction the segment) ad here. and Instagram. up on the Twitterati conscience and of the same and the great casting. n But cut back to 2014 again So, was the ad communication the ad is unlikely to stir any reactions [email protected]

12 afaqs! Reporter, October 16-31, 2 0 1 8 e

HONDA The Same Old Story? Two-wheeler brands Honda and Hero release ads with same peg just months apart. By Sunit Roy

o you recall Hero MotoCorp’s ‘#PehchaanBulandiKi’ Dcampaign that was released in March for its 125cc motorcycle, Super Splendor? Chances are, you would! The ad depicts a story of a modern family where the son, who works in a different city, is visiting home. The father and grandmother tease the mother with the characteristics of “someone” who is accompanying him; who is modern and stylish... making it sound like a possible marriage prospect. The twist is that the attributes being described “If you belong to a are of his bike, the Super Splendor. which the campaign is based upon, However, he maintains, “There is Treading the same path, Honda Upputuru explains, “If you belong no surprise factor and therefore, not good family, you will Motorcycle and Scooter India recently to a good family, you will have good too much of repeat viewability. If have good genes. released a campaign for the new Activa genes. That’s the key insight we have enough GRP’s are purchased, it will 125. Titled ‘Sau mein se sava sau’, taken to build communication for the give it decent recall and will, overall, That’s the key insight the ad features a family where the campaign. The product scores 125 per drive an image of solidity and trust. we have taken to daughter is set to introduce her love cent in every aspect and that’s why the However, due to the story construct interest to her father. While the father expression ‘Sau mein se sava sau!” of the typical father, the boy coming to build communication expresses his initial scepticism about While the construct is very similar meet the parents, the mother pleading for the campaign.” her choice, the daughter elaborates to that of the Hero Super Splendor the cause of the daughter; it will not ITUS PPUTURU on the qualities of the boy which ad, with some executional tweaks, evoke any innovation/newness cues.” T U embody the features of the Activa 125 the plot itself seems quite clichéd. In With regards to the similarity - smart, sensible, strong and belonging 2004, Hyundai released an ad titled between the videos of the two brands, perspective, both are well made. to a good family (i.e. Activa). On ‘Suitable Boy’, to promote its luxury Abraham shares, “While similar, the But they are similar and it’s a big arrival, the boy introduces himself sedan - the Accent. The story opens ads are different enough to run on battle for consumers to recall and as ‘Captain Vikram’; the father is with a daughter introducing her their own without confusing the remember which idea belongs to extremely impressed and whispers to choice for a husband to her father. At consumer too much. I don’t think whom. If advertising is to create a his daughter, “Sau me se sava sau hai!” first sight, the father is impressed with it was deliberately done. It’s more distinct impression, then both brands While the campaign aims to are losing out due to similar ads,” he promote the new class-leading The campaign, conceptualised by Dentsu One, says and continues, “The two brands features of the Activa 125, leveraging aims to promote new features of Activa 125. are building their local connect - on trust and the legacy of brand Honda wanting to be the heartland, Activa, afaqs! Reporter asked Titus the boy leaning against a Hyundai likely that the idea was cracked and Hero building on local culture.” Upputuru, national creative director, Accent as if it’s his own. However, then nuances added to make it as Rohit Raj, creative chief and Dentsu One (the creative agency when the father realises that the boy different as possible from the Hero co-founder, The Glitch, feels that in behind the campaign), if the idea was merely leaning against it, he ad; primarily because the Splendor today’s day and age when there are 30 was borrowed/inspired to take on the changes his mind. It had a surprise ad itself is not really memorable and pieces of content coming out every competition in the 125cc category. value in a run-off-the-mill situation is very predictable. Also, the TG for week, there is a sheer coincidence of “We were clear that the film was and the brand message said: “Respect the Splendor is quite different from a similar idea being repeated by two a pure product demonstration. comes naturally with Accent”. that of the Activa. So, I wouldn’t brands. The fact that it was missed Consumers simply wanted to see really see the Activa as competition by the planning teams, considering what is new in the product. So, OVER TO THE EXPERTS... to the Splendor and therefore, the ad the same category, is a little baffling we showcased the product and Saji Abraham, executive director, isn’t really a dig at it.” though. highlighted the features - the Activa Lowe Lintas, feels that the ad is well- Naresh Gupta, managing partner He says, “If this was a genuine 125 has, such as strong metallic body, made and there are subtle cues of the and chief strategy officer, Bang in the attempt to take on a rival brand, then LED position lamp and Eco mode. To product being integrated well. “The Middle, also agrees that the ideas are it was quite the foolish move because demonstrate the power of the product, fact that the couple is on a ski lift and similar as they come from the same if you are taking something on, you we showed the protagonist climbing the Activa is climbing up a hill, cues insight; it’s just that the final line that need to better it. This didn’t even uphill to meet his prospective in-laws. more power; the helmet space and Honda has used is a little cleverer lend itself to be a spoof on the ad There are no comparisons,” he says. kill switch have all come out well than Hero’s. made by the competitor.” n Speaking about the insight on too,” Abraham says. “From a pure production value [email protected]

afaqs! Reporter, October 16-31, 2 0 1 8 13 e LIBERTY Shoe on the Right Foot In a new digital spot, the brand takes up a sensitive subject. Will it help sell more shoes? By Abid Hussain Barlaskar

he hijab, sports-shoes and a and crafted by the brand’s in-house bandwagon without any historical dedicated woman - what do team led by the marketer and lacks the commitment to the cause of female Tthese three have in common? involvement of an advertising agency. empowerment,” shares Swamy. Perhaps nothing at all, or they could Like many recent ads by other brands, “I doubt that the Hijab narrative be at fore of a new brand commercial Liberty Shoes has also overstepped will harm the brand. The brand has for a new Liberty Shoes line of sports the traditional agency setup. cleverly used the 22-year-old Misbah, footware - LEAP 7X’s latest campaign afaqs! Reporter got in touch with who is making waves locally as a ‘#ChalBadhChal’. Barun Prabhakar - marketing head, hijabi biker, to quickly garner eyeballs However, should you venture a Liberty Shoes, to find out more for themselves. Will it help the Google search with keywords like about the campaign. brand? - Only time will tell. Young ‘hijab’, ‘sports-shoes’, ‘woman’, and “The brand ‘LEAP 7X’ is about people (especially women) may ‘commercial’ together, you’ll find passion. We are sensitive to beliefs and recall the brand because of the strong results for Nike’s ad film - “What faiths of all kinds and our intention protagonist, but I’m not certain this will will they say about you?”, for its Pro has never been to hurt any sentiment. aid brand purchase, especially because Hijab headgear designed for Muslim For us, finding the right story to tell “The biggest marker the category (shoes) is somehow not women involved in sports activities. was vital to our campaign. The biggest fundamental to motorbike riding. I The campaign ‘#ChalBadhChal’ marker of an inspirational story is of an inspirational wish a motorbike brand had done this for Liberty Shoes features Roshni the amount of passion involved in it. story is the amount ad, that would have boosted bike sales Misbah, who’s become quite That’s where our confidence came amongst women,” Swamy adds. popular as a hijabi biker. As the ad from while we decided to get Misbah of passion involved in Rajesh Lalwani, CEO, Scenario propagates, Misbah, a woman biking on board. She is breaking gender it. That’s where our Consulting, maintains that the ad enthusiast, is seen ‘riding’ against and religious stereotypes and aims is perfectly timed and the choice of social odds to pursue her passion for at something bigger than herself,” confidence came from protagonist is also perfect, in terms riding motorcycles and maintaining Prabhakar says confidently. while we decided to of a real hero. good health while still practising Prabhakar claims that get Misbah on board.” “Brands either create waves or ride them. Cultural brands like Nike The campaign ‘#ChalBadhChal’ for Liberty BARUN PRABHAKAR come in the former category, but the disquiet among women and their Shoes features Roshni Misbah. the way you do. The main risk always desire to stand tall, even among the her religion. All the ads visuals are #ChalBadhChal is different and the was hurting particular sentiments.” most repressed parts of society, is packaged quite neatly; complete with first-of-its-kind of initiative taken by Roshni Misbah’s is the first story evident to everyone. The campaign those of her performing her morning any brand so far (at least in India). in a series and will be followed by is an attempt to catalyse masses to namaz and then slipping into her “Chal Badh Chal has no similarities others from different parts of the join the movement showcasing sports shoes to start training. whatsoever with Nike’s campaign. country as part of the campaign. relevant leaders like Roshni Misbah, It begs the question - didn’t We will soon be coming out with our who are breaking many stereotypes Nike already have a product, next film, followed by others because DOES THE AD FARE? overcoming the monster of social communication and category connect it is not a one-off idea,” he shares. Sita Lakshmi Narayan Swamy, diktat,” Lalwani adds. with its Pro Hijab campaign? Speaking about specific risks that brand and consumer expert considers Speaking about the risk the brand However, this campaign, while it’s the marketer was wary of before going the campaign opportunistic for has taken for the campaign, Lalwani riding on the ‘cause-vertising’ wave, ahead with the campaign, Prabhakar taking on a cause but maintains that says, “There is no question of harm might also be the brand’s boldest explains, “We knew what we were many brands are doing it. for there is a clear buy-in among attempt at advertising in recent doing, right from the start. If you’re “In this case, the brand was the audience for the message. The times. And instead of going with a making something that you believe previously known for its happy- hijab plays a pivotal role in the story mainstream star, Misbah gives the in, you’re putting endless hours- clappy or shall I say flappy TV and gives credence to the message campaign a certain credibility that’s days-months into developing the commercials. Further, it has been that breaking stereotypes and being believable, perhaps more so than just idea, executing it and then presenting out of the public eye for a couple respectful to our cultural values established faces would do. it to the world - there’s always a risk. of years now. So, this is a case of aren’t mutually exclusive.” n The ad has been conceptualised A risk that maybe others don’t see it jumping on the ‘fem-vertising’ [email protected]

14 afaqs! Reporter, October 16-31, 2 0 1 8 e KELLOGG’S Great Expectations afaqs!Reporter spoke to Sumit Mathur, on the brands latest outing. By Deepashree Banerjee

ost parents who see their between Sania and the voice in her infants re-assembling a toy head along with props and other Mwill start picturing them as objects at home could have, perhaps, future mechanical engineers. There captured the intimacy of the moment are other examples. The burden of in a more authentic way.” these expectations becomes all too In so far as the Kellogg’s brand- real as children grow. This pressure connect is concerned, Kansal can get overwhelming in cases where shares, “Perhaps the intent was to it’s a child of two sports stalwarts, keep it subtle, but apart from the for example. In a recently released word ‘nourish’, it seems to be a case video for Culture Machine’s digital of an opportunity missed. People channel Blush, along with Kellogg’s may remember the film, but not India, ace tennis player Sania Mirza necessarily the brand behind the is seen recording a message for her film!” soon-to-be-born baby. Strategy consultant Lubna Khan Sumit Mathur, CMO-Kellogg’s India thinks the film beautifully drives home the purpose of Kellogg’s - Nourish Your Dreams. “We strongly believe that storytelling is the best way to connect with the audience and as long as any content delivers that, we would go ahead with it,” he states. Explains Mathur, “Kellogg’s celebrates this rejuvenated mindset of people who strive towards a better day and a better quality of life. Therefore, when I came across this opportunity, I thought “We believe that it was a great way to celebrate #NourishYourDreams where a storytelling is the relevant, smart, and feel-good is of the opinion that the focus mother reassures her future child content on ‘Being Indian’ to ‘Blush’, on emotional nourishment is a that she will continue to nourish his/ best way to connect that offers a myriad of themes that good complement to the physical her dreams, despite pressure from with the audience modern Indian women want to nourishment that Kellogg’s has peers and society.” explore. For the audience hungry primarily emphasised till now. and as long as any for regional humour, there is ‘Put She says, “The decision to tell WHY MIRZA? content delivers Chutney’ and ‘VIVA’. And of course, a story about choices and freedom According to Sharique Khan, vice ‘Awesome Sauce India’ that offers through Sania Mirza and her unborn president - brand solutions, Culture that, we would go Machine, this over two-minute-long ahead with it.” The film drives home the purpose of film is about a heartfelt message from an expectant mother - Sania Mirza - SUMIT MATHUR Kellogg - “Nourish Your Dreams”. to her unborn child to be free from easy to make, hassle-free recipe child holds the potential for a great societal pressure while anticipating videos for all aspiring home chefs.” cultural conversation, given the the expectations that are thrust upon has from the children of successful Speaking about the challenges public speculation about the child. celebrity kids, in general. and decorated sportspersons,” that come with creating such a digital Unfortunately, that potential is lost Speaking about the storyline and explains Khan. Interestingly, Culture spot (#NourishYourDreams), in a feel-good film that shies away shedding light on the collaboration Machine claims to be India’s leading Khan shares, “It was pivotal for us from taking any polarising stance.” between the two entities, Khan says, digital media company “whose to integrate the brand philosophy Anadi Sah, lead innovation - “Both Blush and Kellogg’s India mission is to use storytelling to build - #NourishYourDreams - in a creative and tech, Isobar, finds the appeal to urban Indian women and great media brands that people love.” seamless and contextual manner concept adorable, extremely personal believe in bringing forth progressive within the content, rather than a and touching, but at the same time, stories that the target audience THE AUDIENCE literal product integration.” So, is it he feels that there could have been can identify with.” Was there any “It is 22-45-year-old women; the well executed, we asked the experts. more scope for creative execution. particular reason(s) behind roping brand talks to people with a ‘striver’ Navin Kansal, chief creative He adds, “The communication is in Mirza, who is due to deliver next mindset,” Khan quips. When asked officer, 21N78E Creative Labs says, spot on but I feel the transition from month. “As an established public if the folks at Blush are okay being “It has been written well. However, Sania’s point of view to every mother, figure, Sania has not shied away from called a women’s lifestyle channel the execution could have been more was a bit obscure.” However, Sah expressing her thoughts and opinions by Culture Machine, he replies, nuanced.” Kansal elaborates, “It still hopes that all mothers, expecting on subjects that matter to her. She “Culture Machine’s smorgasbord would have been nice to see future- or otherwise, will relate to the brand has been vocal about the undue offers a wide range to choose from. gazing being achieved without having message. n pressure and expectations that society From contemporary, socially- to show children. An interplay [email protected]

afaqs! Reporter, October 16-31, 2 0 1 8 15 e

SAMSONITE Back to Business How an agency missed the train but then sped past it with the campaign - #KeralaIsOpen. By Abid Hussain Barlaskar

t’s probably the first time that a luggage and travel accessories Ibrand has shifted from the category status quo of the durability/ ease-of-use fashion narrative to create an ad campaign that’s slightly off-road but, nonetheless on-track. Samsonite’s latest ad campaign - #KeralaIsOpen - aims at reviving the tourism industry in the state post the “Our campaign devastating floods caused by heavy rainfall this year. is about how While entities from around the everybody can bring world and all over India pooled their resources and aid, the state Kerala back on to its government had to cancel official feet without charity Onam celebrations and divert funds planning our yearly communication. “We also had a little bit of luck. toward rehabilitation We were ideating about what can One, we had a travel-based brand or preachy messages” The title of the campaign - be done this year; something a like Samsonite by our side and ANUSHREE #KeralaIsOpen - echoes like an bit different, perhaps. The agency two, we already had a month-old invitation from a popular and much- brought up the Kerala idea. Insights World Tourism Day brief which TAINWALA loved restaurant that’s just reopened were two-sided - one was about we were unable to crack; I even got after renovation. But here, it’s the Kerala as a travel destination in an escalation call about it. But then, state’s tourism industry that has recovery mode, where tourism the news reports, the tourism-day While other brands seem to have thrown open its doors; an industry actually drives the economy. We brief and the escalation call - all the forgotten Kerala and moved on to that accounts for around 10 per were trying to capture that. On dots connected and it clicked,” Deb other more lucrative causes of the cent of the state’s GDP. This year, the other hand, there were charities explains excitedly. week, the placement has definitely tourism was drastically affected by and donations by big corporates and “We made it a point that this made Samsonite’s communication the deluge leading to a major spike others. Our campaign is about how wouldn’t be another product stand out,” Namchu adds. in cancellations thus affecting all everybody can bring Kerala back on campaign, but the message and the About the benefits the brand things connected to the tourism to its feet without charity or preachy thought would be at its core. Since would reap from the campaign, industry. messages,” Tainwala says. the story is about Kerala and its Namchu states, “For the people of The ad opens up with Mr “Moreover, the holiday season people, apart from a few members Kerala, Samsonite will move from Nambiar, a guesthouse owner, is just around the corner, with on the team, most of the workforce being seen as just a marketer of awaiting guests and is soon followed people already planning holidays was from the southern state. It’s a luggage to a sincere and mature by Jancy, a cabbie waiting to pick around Diwali, Christmas and other people’s campaign first and we are member of the community people up at the airport. The film festivals. The campaign aims to happy,” Deb concludes. concerned not just with the also covers others stories like that make Kerala a part of their plans and immediate but the long-term well- of one Mr Nair, a Kathakali dancer not let it be forgotten,” she adds. EXPERTS SPEAK being of the community that they longing for applause and Fatima who What’s also quite interesting is Nima Namchu, chief creative are a part of. You want brand love? needs customers for her Karimeen the background story of how the officer, Havas Worldwide, considers This is one of the ways to win it,” (fish) fry, a Kerala delicacy. Finally, ad agency missed the brief but still the campaign a great idea; especially Namchu signs off. in a dramatic turn, it’s Fatima’s son Jaideep Mahajan, nation creative who breaks the news - ‘They are The ad highlights how tourism generates head, Rediffusion Y&R, says, coming!’ - i.e. tourists. And all of “While Kerala picks up the pieces this happens in just 1.40 minutes. employment, commerce and opportunities. and rebuilds itself, it is clear that Apart from the subtle branding made the best out of it. Bodh Deb, for a brand to take it upon itself to rehabilitation will take more than and the glance of a Samsonite Evoa vice president and branch head at support Kerala on its journey back just money. A sense of normalcy or suitcase at the end, the ad mostly Autumn Worldwide, the agency that to recovery. ‘back-to-business’ is needed. This highlights how tourism generates crafted the campaign, tells us how. “I like the quiet, understated film is a small but powerful step employment, commerce and “I have been reading reports of and dignified mood of the in that direction. The messaging opportunities in the state. how Kerala’s tourism industry was communication. The only thing I is crisp, the tone of voice is honest So how did the campaign happen? affected and business was down, would change is - remove that shot and the call-to-action is clear. The afaqs!Reporter spoke to Anushree with people cancelling their trips. I of the Samsonite luggage. While cause is much larger than any brand Tainwala, executive director - just felt that in a time like this, the it fits in perfectly with that shot, or strategic intent and this reflects Marketing, Samsonite South last thing one should do is cancel it just felt too much like a plug,” in the execution of the film. The Asia, to find out more about the on people. And in such a situation, Namchu says. “It’s a very smart hashtag could have been different campaign. “The discussion began people cancelling on ‘God’s own move on the part of the team to as it is very similar to a popular sometime around World Tourism country’, doesn’t add up,” Deb wait for the noise in the media to overseas campaign from 2016.” n Day (September 27) when we were outlines. die down before releasing this film. [email protected]

16 afaqs! Reporter, October 16-31, 2 0 1 8 e ASIAN PAINTS Empathy with Decor A look at the brand’s new spot crafted by Ogilvy Mumbai. By Deepashree Banerjee

sk any young person who has either studied or worked Aaway from home and lived as a PG about their room and there’s a good chance they’ll tell you just how drab the spaces they rented were. Naturally, since it’s not their own, it would lack a certain “warmth”. And that’s exactly what homegrown brand, Asian Paints, wants to change with their new ad campaign. Conceptualised by Ogilvy India, the new corporate TVC with #PeopleAddColour, is a follow- “Though it has gone up to building the brand’s existing corporate positioning ‘Har Ghar down over the years, Kuch Kehta Hai’. saying that just as their son has been However, the million dollar Amit Syngle, COO, Asian Paints welcomed into the home of another question, as always remains - will owing to longevity shares that this is only the first in family abroad, there would be other the ad help the brand garner enough and quality of a series of films that are part of the children living away from their eyeballs or will it be just another campaign that will be on for the families and they could find a home addition to the clutter? products there is a next few months. With regard to with them, as PGs. Abraham feels that the new ad significant chunk the current ad being in sync with “The concept revolves around does not have the same gravitas the marketing subtext, Syngle states, empty nesters; people who miss as those of the past. “While the of consumers who “Our core objective is to recapture having people at home. Hence, it intention would have been to depict still have a festive the essence of how people who live made sense to tell the story from a modern house, in keeping with under the same roof bring colour to their point of view,” points out current trends, the execution ends up association with each other’s lives while highlighting Sukesh Nayak, chief creative officer, almost being mistaken for an Airbnb painting” the emotional equity a home holds.” Ogilvy West (India). ad. I feel that the deeper philosophy He continues, “Building on our “Asian Paints, as a brand, feels of what a home tells us about its AMIT SYNGLE positioning and expression of ‘Har that the most important part when occupants is missing here,” he states. Ghar Kuch Kehta Hai’, we aim to deciding the décor for your home “Perhaps if they had taken a resonate with our consumers by should be comfort and the feeling contemporary phenomenon like just one such building block and not instilling empathy and meaning into that it would give to the one who homestays, but rendered it differently the entire structure. The creative taps décor.” resides there,” Nayak adds. with the brand having a point of the trend of home-stay travelling and view on it, would have helped retain forges yet another angle of home The campaign will be promoted across print, the thought-leadership stance that it bonding.” had,” Abraham muses. His last statement was in reference outdoor, retail, radio, digital and on-ground. Sunila Karir, founder and creative to previous Asian Paints ads released Asian Paints is also the holding He goes on to explain that the partner, Boing!, finds the ad to have a few months ago featuring celeb company of Berger International. brand wanted to provoke consumers a simple and sweet idea, “Senior homes like that of Radhika Apte who When asked whether there is an with the thought that the warmth citizens (the probable TG) are often speaks about the ideas behind her increase of business in the company’s lost from a home when a loved one lonely after their kids leave the home. décor. domestic paint sales segment as the moves away, can be brought back, a So, why not welcome more kids?” In the recent past, digital films, festive season is just around the little, with simple changes in the way Jagdish Acharya, founder and like brands narrating real-life stories, corner, Syngle responds, “Though one looks at their décor. creative head, Cut The Crap, have become a common practice the skew of painting during festivals Apart from the series of finds it a decent effort overall. The in ad-land. However, the major has gone down over the years owing 20-second films, the campaign will creative challenge for the brand is difference between some of these to longevity and quality of products, be promoted across print, outdoor, to constantly refresh its emotional digital ads and TVCs is the length of there is a significant chunk of retail promotion, radio spots, core, to paint homes with new layers these videos. consumers who still have a festive digital engagement, and on-ground of sentiments. “Creative-wise, it’s Acharya, doesn’t consider it to be association with painting.” activation. a simplistic plot, literally spelt out a case of ‘shifting to digital’ or ‘going He nevertheless maintains that through the dialogue. But casting back to TV’ but juggling both. He the company does look forward to EXPERTSPEAK and direction fill in for the copy- is of the opinion that using celeb doing good business in the days So, is it a hit or a miss? Saji writing,” he says. homes is like adding gloss to the building up to the festive period. Abraham, executive director, Lowe The film gradually proceeds to a paint, which is the icing on the cake The minute-long ad spot opens Lintas feels a bit underwhelmed by montage of different youngsters who that one needs to make the sale. with a lady discovering her husband the ad saying, “I guess it had a really have had a warm and memorable He quips that digital is the only re-doing their son’s room. She’s tough act to match up to as ‘Har experience with the couple and that medium to park long-format content puzzled as to why, especially since Ghar Kuch kheta hai’ was a fine just might be another objective to like those ads otherwise it’s a “good their son only comes home once thought-leadership piece that Asian also connect with the younger TG. old TVC.” n a year. The husband responds Paints rightfully owned.” Acharya continues, “This ad is [email protected]

afaqs! Reporter, October 16-31, 2 0 1 8 17 ONLINE ORIGINALS The Creative Challenge Five content heads on how they see the world of OTT, maintaining the creativity and grabbing opportunities.

By Suraj Ramnath and Sunit Roy

hough Netflix hates the good script (showing a dark side of league Nawazuddin Siddiqui, Saif Ali Khan The show has been written by Kunaal Roy word, #BingeWatch is the cricket), fantastic direction, high production and Radhika Apte playing pivotal roles Kapoor (the main protagonist) along with term that millennials like to value or some wonderful acting by Vivek Netflix launched another original Gopal Datt, Kautuk Srivastava, Nipun use when they like any type Oberoi, Richa Chadha and others? film, Love Per Square Foot, featuring Dharmadhikari and Anuvab Pal. of original online content. Amazon probably nailed it with the Bollywood actor Vicky Kaushal, produced Apart from the obvious Bollywood and TBut what leads them to binge watch an subject that is a national craze. The show by Ronnie Screwvala and directed by yet Hindi connection in the above examples, original that they are hooked on? The right was directed by Karan Anshuman. Puneet another Bollywood and ad actor (Tata there is Hoichoi, a regional OTT platform type of casting or direction, name of the Krishna, Ameya Sarda, Saurav Dey and Tea’s original Jaago Re guy) Anand that has started off well. director, the production house, the creative Sumit Purohit wrote two episodes each Tiwari. Hoichoi, that only focuses on Bengali script or all of it? along with Anshuman who was involved ZEE5, the OTT platform from Zee originals, has been making its presence felt In 2017, Amazon Prime Video’s in writing all 10 episodes. Entertainment Enterprises, launched in a big way. The platform is launching 30 Inside Edge - written and produced by In 2018, Netflix came to the party Karenjit Kaur: The Untold Story of original shows and 12 original movies on Farhan Akhtar and Ritesh Sidhwani’s with Sacred Games, an Indian crime Sunny Leone, which did extremely well the platform in the coming year. Excel Entertainment - took the Indian thriller original directed by Bollywood’s big – it has just launched the second season. However, online originals come with millennial audience by storm. guns, Anurag Kashyap and Vikramaditya Season 1 was directed by Aditya Datt and their own creative challenges before they Facebook posts, recommendations on Motwane. written by Karan Sharma (20 episodes) become hits - or not. WhatsApp, word of mouth and the ads The script was written by stand-up and Niranjan Kaushik (10 episodes). We asked content heads from five OTT from Amazon Prime Video made sure that comedian Varun Grover, director Vasant Recently, Eros Now launched its first platforms on the kind of creative challenges it was all over the place. But what worked Nath and television actor Smita Singh. ever web-series, Side Hero, created and they faced while making an original. Edited in its favour? Was it a combination of a The show had a powerful cast with directed by Bollywood director Rohan Sippy. excerpts of their responses:

18 afaqs! Reporter, October 16-31, 2 0 1 8 oeo

desire to watch quality originals. There is a huge Monika Shergill, market as, with deeper penetration, more and more content head, Viacom18 Digital Ventures (Voot) people are converting to digital. Content comes in many forms. It could be On the challenges cinema, TV, streaming, ads, Facebook, Instagram, Finding good scriptwriters is one the biggest Twitter, Snapchat or YouTube. Every medium has a challenges for anyone making content in the OTT short- or long-form content. Therefore, the fight for space. So far, it has been a very TV-style of writing. eyeballs is that much greater. In cinema, though, we are more experimental. According to a study by Netflix (a year-and-a- Television broadcasters are gunning for the same half ago), it takes consumers (globally) between bunch of writers who have delivered successful three and five episodes to get hooked. However, shows. The pool is much larger in TV, but on OTT getting consumers hooked on to Indian originals it is still early days. The kind of writers we are is far lesser. The real challenge for us comes looking at are a mix of film writers and those doing from the fact that they patiently spend more time a very different kind of writing. on platforms like Netflix - even watching boring episodes - thinking something good will come. On finding the right writer There is no blanket rule that TV scriptwriters On generating engaging content cannot write for OTT or that only a particular In the Indian context, at Voot, we are mindful of kind of person can write for OTT. It is actually everything that we create. It is important to give about people who want to tell different stories consumers value as soon as possible - in the form differently. OTT allows you to take ideas which can of storytelling. go into multi-season format. A film doesn’t allow You have to make sure that the consumer gets you that. The dynamics of TV is different. In OTT, value in your first episode itself rather than waiting every episode in an 8-10-part series has to be a for the third or fourth episode to get hooked on to standalone part and yet keep you rolling from one a series. Television is not at all faster than OTT when episode to other for binge watching and then - from it comes to hooking the audience. There are many TV season to season - you have to surprise people. So, shows that flop for three months, six months, but then every subject finds its own writers. see a turnaround. But that’s because, in TV, there is an opportunity to iterate. You see the ratings week on On attracting viewers week and are able to iterate and change the nature of Hooking viewers has been critical from the the show by making, for instance, a generation leap beginning. But we are already seeing a huge when the story isn’t working. glut because, as Indians, we follow international In streaming you can’t do that because you are content also. In other countries, international scripting and believing in whatever you are doing content is second priority. Indians like to catch and making it for a binge watch. And because of up with TV content on our platforms, but when it that, you have a lot of skin in the game upfront. comes to streaming originals, everyone wants to There is no option to iterate, even in subsequent consume international content, though there is a seasons.

differently, they keep looking for inspiration. Vishnu Mohta, Finally, it all depends on how versatile the co-founder, Hoichoi TV and executive writer is and how well he or she can adapt. It’s director, SVF Entertainment not that a film scriptwriter of a TV scriptwriter is more suited. Ability depends upon the individual, On the challenges and how well one understands the medium and Hoichoi is promoted by SVF Entertainment, adapts to it. a 22-year-old film and content production company. We have made 120 films and have On attracting viewers created 10,000 hours of TV content till now. The broadcast industry and the OTT industry are We have worked with content creators – both addressing very different customers. Broadcast in-house and freelancers. It was less of a is largely focusing on the household community/ challenge for us as far as the content creation family watching the show, while OTT is about pipeline was concerned. We have a big in-house the individual watching experience – more content team, who work very closely with the about ‘me time’ and ‘my convenience’ because best content creators - be it a film scriptwriter of the time constraints. As a result of that, it or television scriptwriter or newcomers just out is a very different set of customers. However, of college. on a very broad level, there are distinctions between the kind of consumers that are coming On finding the right writer to OTT compared to linear television. And both I don’t think the ideas are coming entirely from have their own strong plays. If you look at the the TV scriptwriters. It’s a combination of all segmentation of the customers – television the people. When you make a movie, you always would be largely female while OTT will be try to put good names behind it. The liberating male. Also, OTT is largely urban, but for TV thing about online content is that after tossing the audience largely come from rural areas an idea, you always look for the best people along with tier 2 and 3 cities. So, while there is available instead of which artiste is free. It’s a segmented audience, there is significant amount cross-generalisation. Creative people work very of overlap as well.

afaqs! Reporter, October 16-31, 2 0 1 8 19 still believe a good writer is a good writer no Bimal Unnikrishnan, matter which medium he belongs to. vice president, content head, Vuclip (Viu) On attracting viewers On the challenges I think it takes probably 10 minutes or, at OTT comes with its own creative possibilities the worst, a whole episode to get a viewer and challenges. I think there is a certain hooked on OTT. The first episode, more or maturity we need to achieve and work on to less, decides whether one is going get hooked create really high quality content that the film or not. In TV, though the first week decides industry can boast of. the fate of the daily soap, you still have the In India, we are in Tamil, Telugu and luxury of making creative changes while you Hindi. Each market has its own potential and are on the run and have a turnaround. In challenges. So, evolve as fast as you can. Our digital series, we don’t have that luxury. The basic attempt is to understand the viewers from only weapon that an OTT platform has to each of these markets. Unlike TV serials, people really hook a viewer, is in the initial five or ten expect a lot more from OTT in terms of quality, minutes of the first episode. freshness and the narrative. Other challenges include getting the right writers or actors. On generating engaging content On finding the right writer At Viu, we maximise the in-depth We never say no to experienced or good understanding of the viewer we are talking writers, whether they come from TV or films. to. A millennial viewer is a dynamic one and One of the biggest challenges we face while keeps changing year on year, day on day. Our working with an established writer is that he/ challenge is to take what they understand and she simply wouldn’t have that kind of time to what they aspire to. devote to an original series. A good TV writer Secondly, we invest time in selecting the is already busy writing round the clock. kind of talent we want to work with when it Many writers we have worked with have comes to writing, producing and directing had their upbringing in TV. They can write for because these choices will eventually reflect digital series or films only if they take a break. in the quality of the originals we make. Also, in TV it is more of formulae writing, so, Thirdly, we look for subjects that help us whether it is round the clock or bound by time, maximise the potential of the digital medium delivery becomes more important than quality. by pushing the envelope, introducing new Those parameters of TV might discourage narratives, perspectives or subjects that have some people to work with TV writers. But we not been touched upon.

and bring forth content that is exciting. The Ridhima Lulla, content and the consumer cannot operate in chief content officer, Eros Group (Eros Now) silos. It’s a complementary process and it is difficult to say what is changing faster. When On the challenges you bring a fresh perspective to content, the The advent of streaming platforms has led to audience appreciates and acknowledges it, more writers coming out with their stories adopting to the changing content delivered which has led to one of the strongest content to them. If the content is great, the audience rollouts the industry has ever witnessed. The does not mind how they view it and if the only challenge is to recognise and choose the consumption patterns are changing, our most creative concept by understanding the creators need to understand that demand. trend and audience demand. Overall, content and consumer echo each other’s sentiments. On finding the right writer We believe in bringing stories that stay with On generating engaging content our viewers for a long time. Our recently We have had a writers’ room for a few years announced joint-venture with veteran writer now and we use that as our idea incubator. V. Vijayendra Prasad is a step forward in We analyse market trends to gauge who collaborating with writers who are known for is watching what - current social/political/ their stories and characters. We will jointly economic trends. We look at a lot of IPs, old develop scripts, greenlight projects, produce or new to see how we can create some good and distribute films and web-series across content from that. Hindi, Telugu and Tamil. We ideate on a weekly basis. Once we have a We believe in paying attention to the content set of good ideas we lock down on a few, attach rather than where it is coming from. The idea is the director or any other talent to the project to excite the audience with never-seen-before, there and then send it forward as we see best innovative, relatable and entertaining content. fit. We also take new pitches and work with the best creators from our talent pool. We start On attracting viewers developing ideas for the marketing of the show Eros Now already enjoys a loyal fan base right from when the script is written. This is and trust of the audience across markets. important to plan ahead and ensure we pick a We understand the pulse of the audience good time for the show to release as well.

20 afaqs! Reporter, October 16-31, 2 0 1 8 oeo

writers’ paradise. We believe that battles are Vijay Subramaniam, won and lost in the writers’ room. There is a director and head, content, lot of time and effort that goes into the writing Amazon Prime Video, India and development process. This a new muscle that a lot of creators are learning to exert. On the challenges First, it’s important for us to recognise what On finding the right writer our customers want and cater to that want. We don’t really make any distinction between Therefore, it’s really important to have a diverse TV writers and film writers. For us every portfolio. Within that, how to balance various story, concept and script is taken on merit. stories, genres and make the right selection It’s really up to the creators to determine is a very interesting creative challenge for us. what kind of writers, they believe, will be With every show and every piece of content able to execute the concept. So, the writers’ that we create, we are learning - both from room can have a mix of people. Scripting is a our customers as well as creative experiences. rigorous development process and that can Given that it’s unchartered territory, what is the take months, or even years. And to that end it right balance? How do you tweak it? What kind is very different from TV. of genres do you present first? What kind of genres should you focus on least? On attracting viewers Second, what we are doing is new to Everything we do as Amazon Prime is this country and its storytelling fraternity. customer-centric. Understanding the existing To some extent, we are also creating taste and preference of our customers an ecosystem within the market place. (when it comes to entertainment) and trying So, that is a challenge because people our best to cater to it whilst constantly understand the medium and are very understanding emerging trends through excited about it but it also requires a dialogue and conversation is most important. certain shift in the way you think about stories, post production and so on. On generating engaging Third, the current infrastructure needs to content quickly adapt to fast-paced global standards. Our first port of call was filmmakers We launched a show like Breathe in 200 because we wanted cinematic quality, finite territories, thus setting the bar high for the fiction content. We approached established post-production team and technical specs. producers like Excel Media & Entertainment People are quickly realising and doing and Kabir Khan Productions. The opportunity everything required to adapt to this new for us now is to be able to nurture talent and standard. storytellers, and bring their stories to life. n Lastly, this form of storytelling is clearly a [email protected]

to put a tracking pixel on a website since OSCAR GARZA, ESSENCE understanding the interaction with the media that led to a sale is a complex process. It’s important to understand how an impression flows throw “This is a complicated ecosystem” multiple systems and back to the advertiser. If one can associate a sale with an impression or the In this chat, Garza speaks about how it takes more than traditional series of impressions that led to it, it creates the marketing to level up in the digital game. By Abid Hussain Barlaskar opportunity of a statistical analysis. If advertisers don’t understand all of this, they are going to fall midst all of the bustle and confusion around Garza then opens up victim to fraud,” Garza adds. programmatic advertising in the industry, we about the way marketers What about programmatic in-housing and Acaught up with Oscar Garza, global head need to equip themselves the mix to building a digital media planning and of media activation for Essence, GroupM’s data and for a better understanding buying scene in-house? measurement-driven arm, to understand what marketers of digital advertising, “Agencies should be selling their service as in India need to be wary of before stepping up their to deal with ad fraud advice; in our case, it is media buying, which digital game. “AI does what humans can’t on such and to match the ROI might not be a field of expertise for a brand and a large scale and at a high pace. Primary uses in game. “Most people we it needs some help with it. The brand, before advertising is determining the impact of media exposure. encounter in marketing in-housing, has to understand the full range of Essence currently ingests over four terabytes of data a day. positions have come out services that it has to provide for itself. One of That’s the biggest opportunity in advertising. We can use of business schools and the biggest mistakes I have done in the past is it for adjustment in targeting or to determine the impact have an MBA and that’s firing agencies and going in alone. For now, I on the outcome,” Garza says. Excerpts: fantastic. But for the world of digital marketing, would suggest a hybrid relationship between the Garza points out that technologically, artificial intelligence - machine learning, you brand and the agency,” Garza says. there’s nothing that’s holding India back from also have to understand computer science to “I had been buying programmatic for nine participation in AI/ML in advertising, but then some degree, advanced statistical methods for years. I took the job here to run programmatic it’s largely a traditional market. “Advertisers understanding the math, telecommunications, and it’s the first job that has ‘programmatic’ spend a lot of money on television and the database management, and understanding how in the title. Now, we recognise it, it is popular granular information required for machine the internet works,” he explains. enough and a significant part of the industry.” n learning doesn’t exist for traditional channels. “For determining the ROI, it’s not sufficient [email protected]

afaqs! Reporter, October 16-31, 2 0 1 8 21 pole

APARNA BHOSLE Tasting Success afaqs!Reporter profiled the recently appointed business head of Zee TV. By Suraj Ramnath

parna Bhosle (46) who was recently time and cracked the interview, but for a role in appointed business head of Zee TV and marketing. “At that point, I said ‘thank you, but Aalso continues to lead FTA channels was it’s something I really don’t want to do. Is there previously handling the premium cluster as well. anything else?’ Ronnie asked me if I knew how She joined Zee Entertainment Enterprises in a channel ran to which I said no but was curious February 2012 as programming head for ZeeQ nonetheless. He told me about distribution and was then promoted to business head of Zee where I’d have to deal with cable operators and Anmol and ZeeQ. I didn’t want to do that. He then told me about Under Aparna’s leadership, Zee Anmol went several other posts in marketing and operations, from No. 4 to No. 1 in GEC rankings. She played neither of which interested me. And then spoke an important part in the launch of ZEEL’s English about programming. I asked if it meant choosing movie channels - &Prive HD and &flix - and programmes for TV and he admitted it was a little getting premium content to Zee Café. tougher than that. I got the job and launched During a chat with afaqs! Reporter, Aparna Hungama TV. Within a year and a half we took shares her tale of how she got into the media world Hungama TV to the No. 1 spot,” she details. after working with liquor brand Diageo and her Aparna gives Zarina Mehta, Screwvala’s spouse, goals for Zee TV. all the credit for what she is today. “Zarina has “I did my MBA in Marketing from Jamnalal had a huge influence on me. Most of the stuff I Bajaj Institute of Management Studies and Diageo have learnt in the media is because I worked very was my first job. On campus, we had something closely with her. The entire credit for the success called a ‘dream company’. The minute you get that Hungama TV could even achieve was because your ‘dream company’, you’re out. At the time, of the mentality that it is an Indian channel, taking Diageo was coming to campus and my only on Cartoon Network and Pogo which had deep reason for putting them as my ‘dream company’ pockets, unlike us. I’m still very thankful for her was because this was in 1995 and there were no guidance support.” women in the liquor industry in India, barring During that period, Disney first acquired Manohar Chhabria’s daughter Komal Chhabria. Hungama TV and then UTV group after three Of course, she owned the company. I wanted to years. see what made it so special that apparently only “That’s when I had to leave. Actually, if it men could do it. I was there for a little over four wasn’t for the buyout, I would not have left years,” she says. Under Aparna’s leadership, Ronnie and Zarina; I truly enjoyed working with In usual circumstances, people have a job in Zee Anmol went from No. 4 them. They liked to take chances, fail and learn hand and then quit their existing employer, but from that; it’s not something you find in a lot of that’s not been the case with Aparna. “When I to No. 1 in GEC rankings. She people,” she adds. switch off in a job, I switch off. I launched the played an important part in Post the acquisition, Aparna worked with ‘Keep Walking’ campaign for Johnnie Walker and Disney for a brief period and re-launched the the government was coming down hard on alcohol the launch of ZEEL’s English Jetix channel as Disney XD. Later on, she moved and against surrogate advertising. I was advertising movie channels - &Prive to FoodFood for two years. However, because of a surrogate brand and got really sick of doing the the uncertainty post the 2G scam and the parent same thing all the time. So, I moved on and was HD and &flix - and getting company Astro, not being able to enter India, she home for little over a month without a job,” she quit and joined Zee Entertainment Enterprises shares. premium content to Zee Café. where she will soon complete seven years. While holidaying during that break, Aparna met of sponsors to give away things like shoes, bags, The BARC data for week 38 shows Zee TV at someone who mentioned that Wisden was setting fridges, etc. Electrolux and Pepsi were the big No 4 in the Urban + Rural and Urban markets. up a team in India. “I had no idea what Wisden sponsors,” she elaborates. When talking about her goals for Zee TV, was. I later found out that it’s ‘the bible’ for cricket, Aparna worked with Wisden for four years Aparna shares, “Some big launches happened a sport I detest. Somehow, that worked in my before she left. “While watching the India vs during Q2 and Q3. I think we will sustain, but favour. They offered me the job and I was just the Pakistan semi-finals at Pretoria, an rather exciting don’t know if we will make a leap in terms of first or second employee. We set up the company match, I realised that the next high in my career rank. My long-term goal, of course, is for us to and got Sambit Bal on board to launch Wisden would only come four years later and I didn’t want excel. That means you take a channel to the top, Asia Cricket, a magazine,” she says. to do it anymore, so I resigned,” she explains. ideally, or the No. 2 spot. I am a little different At Wisden, Aparna was part of designing After that Aparna was on a break for a couple with every genre because of my FMCG grounding properties such as Wisden Indian Cricketer of of months when she received a call from a head- and I’m very process oriented. Unlike FMCG, the Year and Wisden Cricketer of the Century. hunter saying Ronnie Screwvala was launching a in media where creativity is involved, it comes “Also, the name Wisden carries a lot of weight so kid’s channel. “UTV was a strange story. I have with giant emotions. Teams are working with if you design TV programmes around that, the a marketing degree and did marketing for Diageo emotions day in and day out, so you tend to do the country would be pretty crazy about it. Hence, and marketing and sales for Wisden. I decided job emotionally and circumvent some processes, we launched those events. And then, during the that I didn’t want to do marketing or sales any but that always takes a toll. We don’t want to be Champions Trophy in Sri Lanka and World Cup more and wanted to learn something new,” she process oriented but make sure there are processes in South Africa, we designed Predikta because highlights. in place that assist everybody in the end, to become people love gambling. Of course, we couldn’t She applied for the job, was interviewed by a formidable player in GECs.” n have given away a cash prize, but we had plenty Ronnie Screwvala, the founder of UTV at the [email protected]

22 afaqs! Reporter, October 16-31, 2 0 1 8 e

APOLLO MUNICH No Backing Off The brand’s latest digital campaign, #NeverGiveUp, is a precursor to Apollo Munich’s new cancer-specific plan - ‘iCan’. By Sunit Roy

here is always a balance one because of the amount of negativity must strike when running associated with cancer, people do not Tsomething on digital, want to engage with the subject. especially on social media, where “We had to create an idea that people watch and share interesting wouldn’t amplify fear. Instead, content. we wanted to focus on hope and If a video has to be viewed until positivity. And leave the audience the end, the story has to be powerful feeling inspired and positive,” says and engaging enough. Apollo Chopra. Munich Health Insurance’s latest digital campaign - #NeverGiveUp WELL STRATEGISED? - features such a film that’s both We asked the experts if such ‘call- thought-provoking and inspirational. to-action videos’ would influence Reminding cancer patients and viewers/consumers or will they think survivors to keep the fighting spirit twice before transacting and spending alive, the #NeverGiveUp campaign money on buying/renewing their takes viewers through the trials and The brand intends to take the health insurance policies. tribulations that befall cancer patients #NeverGiveUp idea forward Ronita Mitra, former senior vice and their families. with more affirmative videos and president and head of brand, media, The #NeverGiveUp campaign is conversations as well as through digital, and consumer insights at a precursor to the launch of Apollo on-ground activations. Vodafone, who recently launched Munich’s new cancer-specific plan a strategic marketing consultancy - iCan. It’s quite possible that after HOPE AND FAITH firm, Brand Eagle, feels that the film becoming emotionally invested in Speaking about the insight on captures the problem very well, but it the story for over three minutes, which the campaign is based, Ullas falls short on the product integration viewers will not shy away from Chopra, national creative director - the product promise. the brand message. In fact, the ad - Triton Communications, says, She says, “It appears to be a provides some much-needed closure “Battle, Fight, Conquer - are the salience building film on the back of and a sense that here is something words often used when it comes a big problem. The film keeps you that will help people not to give up. to cancer. It is seen as a unique engaged throughout mainly because “While iCan will give patients and disease that’s not about ‘managing’ of the innocent portrayal of the their families financial security, our but a fight for survival. The most “We conduct regular child’s role in conveying the message new digital campaign is an endeavour important thing in this fight is ‘Hope’ market research around hope and resilience. I don’t to give them emotional strength and - belief and faith are key. This is what see a risk in the audience not watching remind them to #NeverGiveUp as naturally led us to the creative idea - to understand the film till the end, the first time. the battle against cancer can be long to inspire and make people believe However, the product integration and hard,” says Nandini Ali, chief that the fight can be won. It emerged consumer sentiments is weak and lacks credibility. The marketing officer, Apollo Munich from the product name itself - iCan, and deterrents in call-to-action is not compelling Health Insurance. a reaffirmation of faith.” enough. The final message being healthcare financing.” communicated is ambiguous - there iCan, a lifelong renewable cancer insurance NANDINI ALI was a big opportunity for the brand plan, covers all kinds and stages of cancer. to establish how it stays with the patient, how it helps create hope. But “One of the first casualties of iCan, a lifelong renewable the film is heavily skewed towards this (cancer) battle can be giving up cancer insurance plan, covers all India today and both its incidence the storytelling.” on hope through the long process kinds and stages of cancer starting and treatment costs are increasing Ashish Khazanchi, managing of treatment. ‘#NeverGiveUp’ is from detection to treatment - at an alarming pace. While patients partner, Enormous, says, “It’s a noble a beautiful reminder of finding a hospitalisation, outpatient or even suffer from cancer, their families effort, but doesn’t really do it for me smile in the most unexpected places. advanced therapies like proton. It suffer the consequences. It causes beyond scratching the surface. The Through this campaign, we not only also covers stages of remission and deep financial and emotional trauma pain of a cancer family is immense aim to create awareness about cancer reccurrence. to the entire family. Hence, iCan and it’s great that the brand is trying in society but also give people the “Keeping in line with our brand is our innovative solution to offer to address that and give them hope strength to deal with it,” Ali adds. purpose of ‘Making India Health complete financial protection that and inspiration to carry on the fight. The heart-warming video is Confident’, we conduct regular will seamlessly support the patient However, the narrative feels a little of a mother and her son, whose market research to understand and their family to win against constructed and therefore, insincere father is suffering from cancer and is consumer sentiments and deterrents cancer,” says Ali. to me. The lying mirror campaign hospitalised. The campaign has been in healthcare financing. Our latest While rolling out a campaign of HDFC, for instance, does the job written and conceptualised by Triton innovation, iCan has been developed for such a sensitive subject is quite simply and more importantly, with Communications and is produced by with an understanding that cancer is an uphill task, the bigger challenge deeper insight and empathy.” n Keroscene Films. one of the most dreaded diseases in that the creative team had was that [email protected]

afaqs! Reporter, October 16-31, 2 0 1 8 23 oee New campaigns across television, print, out-of-home and digital media. VIDEOS

KELLOGG ASIAN PAINTS LIBERTY SHOES CIPLA In a recently released video for Culture The brand’s new corporate TVC with The campaign ‘#ChalBadhChal’ for The brand in its latest commercial for Machine’s digital channel Blush, along with ‘#PeopleAddColour’, is a follow-up to Liberty Shoes features Roshni Misbah, campaign ‘#BerokZindagi’ aims at dispelling Kellogg’s India, Sania Mirza is seen recording building Asian Paints’ existing corporate who’s become quite popular as a hijabi stigmas around asthma and normalising the a message for her soon-to-be-born baby. positioning ‘Har Ghar Kuch Kehta Hai’. biker. The ad attacks gender and religious use of inhalers in everyday life. Creative Agency: Culture Machine Creative Agency: Ogilvy stereotypes. Creative Agency: Grey Group

APOLLO MUNICH SAMSONITE INDIA FRU2GO HONDA ACTIVA The insurance brand’s latest campaign, Samsonite India in its latest campaign Mr Perfect, the brand’s first campaign film The brand’s latest campaign ‘Sau mein se ‘#NeverGiveUp’, is a precursor to the ‘#KeralaIsOpen’ urges people to rebuild shows how pure fruit snack FRU2GO, gives sava sau’ aims to promote new class leading launch of Apollo Munich’s new cancer- the state’s economy and revive its kids their dose of fruit power in an easy features of Activa 125 while leveraging on specific plan - iCan. tourism. and fun way. trust and legacy of brand Activa. Creative Agency: Triton Communications Creative Agency: Autumn Mumbai Creative agency: DDB Mudra Group Creative Agency: Dentsu One

RESIQUICK IDEA ALL INDIA BAKCHOD GOIBIBO The brand’s campaign, featuring Varun The recent Idea ad shows consumers talking The third season of All India Bakchod’s Vicky Kaushal and Deepika Padukone have Dhawan, tells consumers ‘Sirf chipkao about the perfect look and relationship goals (AIB) On Air with AIB has begun finally shared screen space. The duo has nahi, jodo’, thus taking a dig at the rival on their social media while in their real lives streaming and it promises more laughs done a TVC for an online travel company, adhesive brand Fevikwik. they question their shallow behaviour. and potshots at the government (among Goibibo. In the ad they state the benefits of Creative agency: Lowe Lintas Creative Agency: BBDO India so many others). using Goibibo for hotel bookings. PRINT TATA STEEL LUFTHANSA Global steel company Tata With ‘#SayYesToTheWorld’, ONN Men’s innerwear Steel has recently launched a German airline Lufthansa brand ONN has brand new campaign, encourages people to open- recently rolled out ‘#WeAlsoMakeTomorrow’. up to the world by asking a new ad titled - The print ad features young them questions that create Comfortably Single. children, dreaming of building more awareness and allow skyscrapers, bridges and cars. them to see a journey as a Their fantasy world can come source of inspiration. true with Tata Steel.

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

24 afaqs! Reporter, October 16-31, 2 0 1 8 o

Post: Content Writer Profile: A web designer/developer is attention of the target audience. Location: Pune Company: IdeateLabs responsible for understanding design This can include creating straplines, Email: careers@tempestadvertising. Profile: Research, write and shared to them in PSD format, later slogans, body copy, jingles and com edit content for marketing HTML coding of the website. S/he scripts...... communications including but should be involved with the technical Exp: 5 to 12 years not limited to domain monetization and graphical aspects of the website. Location: Ahmedabad Post: Group Sales & Business and online articles, newsletters, Exp: 4 to 6 years Email: [email protected] Development videos, webinars, infographics, Location: Mumbai & Navi Mumbai ...... Company: Coconut Media Box LLP blog posts, web site content and Email: [email protected] Profile: Generate revenue sales more. Collaborate with design, ...... Post: Digital Account Manager – through sponsorship and event digital, search and other teams Client Servicing & Strategy sales to various corporates and to develop compelling, often Post: Account Manager (Client Company: India News clients; Sale plays / shows / events / unexpected, content plans. Servicing) Communications Ltd artists and other services to various Exp: 1 to 3 years Company: Quotient Profile: An account manager who corporates, social group, Premium Location: Mumbai Communications Pvt Ltd eats, sleeps and speaks digital. You’ll Clubs, Event Management Email: [email protected] Profile: Sales driven strategising, have a strong understanding of the Companies, etc. Facilitating the ...... day-to-day interaction with clients, process and structure of creative and entire sales process, lead generation, understanding briefs and executing digital projects, and how long they closing sales. Post: Client Servicing Executive them in the most creative, yet take to be brought to fruition. As an Exp: 0 to 4 years (Mainline Advertising) solutions-oriented manner possible integral part of the team, you will be Location: Mumbai Company: Eggfirst Advertising And and ensuring client satisfaction. responsible for the overall strategy, Email: [email protected] Design Pvt Ltd You will also be expected to ensure execution, client servicing, delivery ...... Profile: Excellent presentation, oral continued and increased billings on and team management. and written communication skills. your accounts. The ability to pitch Exp: 3 to 5 years Post: Sr. Graphic Designer 2D/3D S/he should have prior experience for and develop new clients will be Location: Noida (Exhibition) with advertising agencies only. a huge plus. Email: [email protected] Company: Classic Advertising Group Exp: 1 to 2 years Exp: 5 to 9 years ...... Profile: Good command in 3d max, Location: Mumbai Location: Mumbai Corel & Photoshop, finishing. Email: hr@eggfirst.com Email: [email protected] Post: Business Development Should be hard-working and ...... Manager creative. Company: Greysell Marketing Exp: 2 to 6 years Post: Visualizer Post: Accountant Promotions Pvt Ltd Location: Delhi Company: Janrise Advertising Company: Vermmillion Profile: Planning and execution Email: [email protected] Pvt Ltd Communication Pvt Ltd of business strategies; generating Profile: The visualizer’s core Profile: Day-to-Day accounting in database, making calls, converting responsibility is to take the agreed Tally, with well-versed in TDS/ that into meeting followed by pitch concept forward with the right GST and MS Office. and conversion. S/he should be visuals and look and feel with Exp: 1 to 2 years well versed with presentation and both foresight and detail. In short, Location: Gurgaon excellent communication skills. EVEN GOOD CAN! understand the brief and develop Email: [email protected] Exp: 3 to 5 years GET BETTER crisp and aesthetic piece of design ...... Location: Andheri, Mumbai works. Email: [email protected] Exp: 3 to 6 years Post: Copywriter/Senior Copywriter ...... Location: Hyderabad Company: Imagic Communications Email: [email protected] Pvt Ltd Post: Branch Head (Advertising and ...... Profile: Conceive, develop and Media) - Pune execute with good ideation. The Company: Tempest Advertising Pvt TO ADVERTISE, CONTACT: Post: Designer (Social Media) candidate should be a thinker with Ltd Shubham Garg Company: Span Communications ideas /concepts Profile: The candidate will be Profile: The candidate will be Exp: 3 to 5 years responsible for overall operations Aakash Bhatia responsible for designing and artwork Location: New Delhi and profitability of the branch; of posts, e-books, web banners, etc. Email: [email protected] revenue generation through new Exp: 2 to 4 years ...... account development and key Location: Lucknow account management; developing To view other jobs in Marketing, Email: [email protected] Post: Copy Writer – Hindi relevant business proposals; monitor Media and Advertising, log on to: ...... Company: Moving Pixels Pvt Ltd market intelligence within the Profile: The candidate will be industry in terms of newcustomers, Post: HTML developer responsible for taking a client’s new projects, and competitive Company: Thoughtrains Designs Pvt advertising brief and generating activity. Ltd original copy ideas that grab the Exp: 2 to 4 years

afaqs! Reporter, October 16-31, 2 0 1 8 25 people

A round up of some major people >> MOVEMENTS/APPOINTMENTS<< movements in the last fortnight ADVERTISING DIGITAL IAA with a focus on collaboration and part- Pernod Ricard India phase of growth under his lead- At the board meeting of the nerships, new business momentum, Archan Banerjee, has been ership.” International Advertising Association and building and leading future-ready appointed as head - Digital (IAA) held in Bucharest, Romania teams. Barua will report to Vishnu Marketing for Pernod Ricard SHAREit recently, Srinivasan Swamy, chairman Mohan, chairman and chief execu- India. With over 12 years in dig- Content-integrated distribu- of the R K SWAMY HANSA Group, tive officer of Havas Group, India and ital marketing, Banerjee excels tion platform SHAREit, has has taken over as the chairman and Southeast Asia, and work closely with in developing digital market- appointed Karam Malhotra as world president, IAA, for a period of the existing leadership teams. The ing strategies and measurement. CEO for India. Malhotra will two years. The first Indian ever to appointment is effective immediately. Prior to his appointment at lead the business in the Indian hold this post, Swamy’s appointment as Pernod Ricard, Banerjee was market to deepen its reach, chairman reinforces India’s contribu- Digitas, India head (SM) - Digital Marketing sharpen the focus on local con- tion to the global advertising industry Digitas, a digital agency from the stable at Dabur India. Banerjee has sumers, attain more user base and is proof of the impact that Indian of Publicis Groupe, has announced had stints at Milllward Brown, and build into an infrastructure talent is making in global leadership the elevation of Mark McDonald to a Genesis Burson Marsteller and company. SHAREit recently roles. Swamy takes over the reins from national role as head of creative, India. Bharti Airtel among others. acquired South Indian OTT legendary advertising professional Felix Prior to this McDonald was leading the platform FastFilmz, which Tataru from Romania. creative team for the agency’s Mumbai CyberMedia Services was co-founded by Malhotra office. In his new role, McDonald will CyberMedia Services, a in 2015. With the acquisition Cheil WW India oversee the creative team and output Google Premier and Certified of FastFilmz, Malhotra, then Sagar Mahabaleshwarkar, chief crea- for Digitas across its offices in India Publishing Partner has on- founder of FastFilmz, also tive officer at Cheil WW India, has including Mumbai, Delhi, Bengaluru boarded Dwij Seth as president became the CEO of SHAREit quit the agency. Mahabaleshwarkar had and Ahmedabad. He will report to to head its digital marketing India. been with the agency since December, Prithviraj Banerjee, executive director, business. Seth brings over 13 2015. He has decided to move on Digitas India. years of rich experience in sales, Httpool India from the organisation to pursue new business development and strat- In a recent announcement, opportunities. Emmanuel Upputuru IAA India Chapter egy across education, BFSI, Rohan Noronha has been will be replacing Sagar with effect from Punit Goenka, managing director and internet and technology sectors. appointed as head of Quora October 2018. An official statement CEO, Zee Entertainment Enterprises Commenting on the develop- partnership at Httpool India. says, “We would like to thank Sagar Ltd (ZEEL) has been elected president ment, Dhaval Gupta, executive Noronha joins Httpool from for his contribution towards building of India Chapter of the International director CyberMedia says, “I Twitter India where he was a Cheil’s creative reputation and wish Advertising Association (IAA) at its am excited to welcome Dwij senior client partner. He brings him good luck in all his future endeav- AGM held on September 24, 2018 in (Seth) to CyberMedia Services. with him 20+ years of rich ours.” Mumbai. Shashi Sinha, CEO, IPG This signals a strong intent to experience of having worked Media Brands India was elected vice rapidly scale and add dynamism with media houses such as Havas Group India president. Other office bearers includes to our growing digital market- Dainik Bhaskar, Carat India, Havas Group India has appointed Rana Pradeep Dwivedi, CEO, Sakal Media ing business. Dwij brings rich UM7, Mindshare, Komliacross Barua as chief executive officer. In Group - Hon. Secretary; Jaideep industry experience of build- functional areas of media plan- his new role, Barua’s mandate will Gandhi, founder, Another Idea - Hon. ing teams, and I am excited ning and buying, sales and sales be to chart Havas India’s journey of Treasurer and Ramesh Narayan, with CyberMedia Services’ next strategy, and digital marketing. transformation and exponential growth immediate past president. MEDIA MARKETING Reliance Broadcast Network Mobile, mobile media and technol- Harley-Davidson September 19, 2018. In his new Reliance Broadcast Network has ogy agency from IPG Mediabrands. Harley-Davidson India has role at AVON India, Chakraborty appointed Abraham Thomas as its appointed Sajeev Rajasekharan will drive growth and help increase chief executive officer. As BIG FM SonyLIV as managing director. Previously, penetration in a market that has a looks at charting newer benchmarks Rajiv Singh has recently joined Rajasekharan worked with Suzuki significant untapped potential. with technology-led propositions, SonyLIV as head - ad sales and mon- Motorcycle India as executive vice and new content led spikes on digital, etization. Singh is presently based out president for more than two years. IBM ropes the appointment of Thomas will trig- of Mumbai. Prior to joining SonyLIV, Technology giant IBM has ger a swift phase of growth. Thomas Singh was associated with Network Marico appointed Deepali Naair as its will leverage his insights into the 18 as business head - News18.com. Anuradha Aggarwal, chief market- chief marketing officer for India multi-media platforms to drive and ing officer of Marico has moved on and South East Asia operations. sustain the network as a platform- Times Network from the company. The news was Naair would be replacing Vasantha agnostic radio player. In a recent development, Aparna confirmed to afaqs! Reporter by Kumar, who was associated with Kulkarni, general manager and mar- Aggarwal. However, she declined IBM for almost nine years. She IPG Mediabrands India keting head - Movies Now and MN+ to comment on her next assign- will now be responsible for driving Anjali Hegde has been appointed has quit Times Network. Kulkarni ment or plan. Aggarwal had joined the marketing agenda for IBM’s chief data officer at IPG Mediabrands has joined Diamond Producers Marico in 2015 and had taken over India and South East Asia business. India. With over 20 years of experience Association as director marketing from Sameer Sathpathy as CMO. over various aspects of digital market- communications. Kulkarni worked MUFTI ing, Hegde excels in data practice, with Times Network for more than Avon India Clothing brand MUFTI, has analytics, programmatic and data- two years. In the past, she has also Avon, the direct selling beau- appointed Vipul Mathur as the driven marketing, strategic planning, held the designation of deputy gen- ty brand has recently appointed company’s chief operating officer. etc. Prior to her latest appointment, eral manager and marketing head Dronacharya Chakraborty as the Prior to joining MUFTI, Mathur Hegde was CEO India at Ansible - Movies Now and MN+. new general manager, effective was brand head for SKULT.

26 afaqs! Reporter, October 16-31, 2 0 1 8