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Monika Shergill Voot 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 EXECUTIVE EDITOR ONLINE ORIGINALS 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, by formulae and numbers, after all. Noida -201301 Uttar Pradesh 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.
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