October 16-31, 2013 Volume 2, Issue 11 `100 24

Many networked advertising and media agencies have landed in Kochi to run operations that they had handled from afar till now.

8 10 34 8 PLUS FACEBOOK-STAR DISCOVERY Social Verdict 14 VIRAL NOW Horror Café 14

IPSOS SURVEY KFC MUMBAI POLICE BEST GLOBAL BRANDS Won’t Talk, Will Text 18 Lunch on the Go Spare a Minute Missing Names GAON CONNECTION The chain moves to own a Persuading behavioural The absence of Indian brands specific part of the day. change, Mumbai-Police style. in IBGB’s list is telling. Talking Newspaper 36

EDITORIAL This fortnight... Volume 2, Issue 11 ven a few years ago, not many national-level advertising - or media - agencies would have regarded Kochi as an attractive port of call for their business. And any EDITOR E Sreekant Khandekar

October 16-31, 2013 Volume 2, Issue 11 `100 suggestions about setting up an operations base in that city would have been considered PUBLISHER 24 to have come from a fevered imagination. Prasanna Singh Now, however, things are changing. The quaint, commercial capital of Kerala SENIOR LAYOUT ARTIST seems to have cast its fascinating spell on agencies ranging from Dentsu and Carat to Vinay Dominic Mindshare and Vizeum. All of them have set up residence there joining relatively well- PRODUCTION EXECUTIVE settled residents such as Lowe and DDB Mudra. Even some creative functions, that Andrias Kisku could have worked very well from a remote location, followed media-buying agencies ADVERTISING ENQUIRIES Naveen Arora, (0120) 4077803, 4077866 into Kochi. Noida Many networked advertising and media agencies have landed in Kochi to run operations that they had handled from afar till now. It is hardly a secret that the Malayali is an intrepid explorer. Stepping out of Kerala Arunima Bhattacharya, (022) 40429702-5 Mumbai 8 10 34 was no sweat as he moved easily across the country and the world in search of jobs or 8 PLUS FACEBOOK-STAR DISCOVERY Social Verdict 14 business opportunities and settled down comfortably wherever he found it, making [email protected] VIRAL NOW Horror Café 14 IPSOS SURVEY friends and influencing people in the bargain. Now, it is turn of local brands from MARKETING OFFICE KFC MUMBAI POLICE BEST GLOBAL BRANDS Won’t Talk, Will Text 18 Lunch on the Go Spare a Minute Missing Names GAON CONNECTION B-3, First Floor, Sector-4, Noida-201301. The chain moves to own a Persuading behavioural The absence of Indian brands Talking Newspaper 36 Kerala to follow the roving Malayali into Delhi, Dubai and Durban to name just a specific part of the day. change, Mumbai-Police style. in IBGB’s list is telling. Tel: (0120) 4077800. few destinations. MUMBAI As more and more local brands ventured into playing fields further away from their 501-502, Makani Center, 5th Floor, home bases (you only have to hear Akshay Kumar selling Manappuram Gold Loan Off Linking Road, Bandra (W), Mumbai - 400050 on FM radio while driving on Delhi’s roads to understand this), they needed help to Tel: +91-22-40429 709 - 712 survive. BENGALURU That help is coming from agencies that have a national and global footprint. The S-1, New Bridge Corporate Centre, 777 D, 100 ft Road, Indira Nagar, brands too are not fighting shy of getting up on to the national and, in some cases, Bengaluru - 560038, India international stage. The backwaters are no longer their backyards. They have moved SUBSCRIPTION ENQUIRIES from humble beginnings to bigger things. And along the way, have changed agencies Akhilesh Singh, (0120) 4077837 mid-stream to get there. [email protected] Are Kerala’s home-grown brands abandoning their friendly, home-grown ad and Owned by Banyan Netfaqs Pvt Ltd and Printed and published by media agency and jumping on to the national-agency bandwagon, en masse? Do they Prasanna Singh, have a good reason to do so? This fortnight’s cover unravels the story. at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063.

Printed at Cirrus Graphics Private Limited B-61, Sector 67, Noida (U.P.), 201301 M Venkatesh Cover Illustration [email protected] Tiffin Box CONTENTS 20 38 PLUS

ONLINE READERSHIP INTERVIEW Weaving a Web 12 Shivaji Satam The man who CAMPAIGN TRAIL carries CID on his shoulders. New Ads 16

CONDÉ NAST TRAVELLER PARLE AGRO 626 Smelling the Coffee Unknown India 30 Café Cuba is Parle Agro’s re-entry vehicle. HUNGAMA De-stressing Kids 30 POINTS OF VIEW 28 Online News GREENLAM OLD SPICE BMW What does the spurt in online Building Atmosphere Manly Act Goes Local news readership mean for A musical-political satire The grooming brand Luxury Read 32 those in the business? lights up a ‘boring’ category. discusses masculinity.

afaqs! Reporter, October 16-31, 2013 5 1(:6$'9(57,6,1* GREENLAM Building Atmosphere In keeping with the prevailing pre-election spirit, Greenlam has launched a musical-political satire that is part funny and part wishful. By Ashwini Gangal

shares. The team worked with architect Ratan Batliboi to get all the structural details right. His team researched legislatures across India and Asia before zeroing in on the design. “Every little detail was researched for its aesthetics and colours. The space had to be airy, open and contemporary, almost like the first class lounge in an airport,” he recalls. Regarding the casting brief, Madhvani adds, “The corrupt politician who says he will not be corrupt anymore, needed to look like he was definitely corrupt! Not only did they have to look real and believable, but also innocently funny.” A blend of patriotic, contemporary and strident music was selected because it needed to be sincere yet funny. The campaign was first broken through a n 2005, Greenply Plywood entertained viewers roadblock on with its reincarnation-based Sikh boy ad that “It’s challenging TV (around 70 Ishowed how the product remains intact for to come up with channels) and generations. The most recent ad by Greenlam, print (national and a decorative laminate brand from the house of something for a regional dailies). Greenply, highlights the product’s beauty through segment people The media mix a light-hearted musical. The common thread also includes radio, across both campaigns is humour. don’t think too digital (including The ad extends Greenlam’s brand message, much about.” ‘Changing India’ ‘Zamane ko sajana hai’, launched last year through its PRASOON JOSHI banners), cinema and ‘Saundarya Premi’ film. In keeping with the ethos radio. The brand has donated all the furniture that of the times, the latest campaign depicts politicians was used in the making of the TVC to a school, in an assembly hall renovated with Greenlam’s through the NGO, Teach For India. decorative laminates, who are so taken in by its “This campaign beauty that they all spontaneously transform into evokes beautiful, BEAUTIFUL? honest leaders. The catchphrase is ‘Mahaul Sundar positive and n the opinion of Menaka Menon, head, strategic toh Khayal Sundar’ (Beautiful surroundings lead to Iplanning, Draftfcb+Ulka Bengaluru, for a beautiful thoughts). refreshing product in the décor and interiors segment, “a According to Alex Joseph, VP, marketing and thoughts among proposition like ‘Mahaul Sundar toh Khayal Sundar’ communications, Greenlam Laminates, the brand makes sense and is a good space to be in.” About is looking to instil in people the need for a the masses.” the creative execution and pre-election spirit beautiful ambience. “Greenlam Laminates has ALEX JOSEPH the brand is trying to capture, she says, “While taken a leap forward from last year’s campaign, and they’re going down the humour route and using goes on to evoke beautiful, positive and refreshing hyperbole, I think the hyperbole in this case is a thoughts among the masses.” bit much! While this ad does definitely get your Talking about this ad, Prasoon Joshi, chairman “The ad is a attention the first time around, I’m not sure it’s and CCO, McCann Worldgroup India and something I would want to watch repeatedly.” president, South Asia, says that it’s not about social statement. Nima Namchu, creative head and executive being humorous as much as it is about being It’s not cynical; creative director, Cheil Worldwide, India, observes satirical. “Given the current atmosphere in India, it’s meant to be that Greenply’s previous ads harped on durability. with the elections and political turmoil, I knew “Durability, as a proposition, has become generic, that if I write something topical, that catches the charming.” slightly mundane and ‘middleclass’ for this imagination of people and resonates with them, it RAM MADHVANI category. That’s probably why the emphasis is on will make them smile,” he says. beauty now,” he reasons. Is it fair to assume that humour is the only way From a category perspective, Namchu notes out for a category as ‘dry’ and low involvement 35 shots. For Equinox Films’ Ram Madhvani, that laminate players seem to have moved from as laminates? Joshi’s response - “It is challenging director of the film, the ad is an attempt to tap into B2B to B2C communication. “When you’re to come up with something for a segment that the zeitgeist. “The ad is a social statement. Though talking about beauty, you’re definitely not talking people don’t think too much about. It’s not a ‘top the film is a satire, it is pitched innocently. It’s not to the carpenter,” he says. He likes the overall of mind’ category.” He adds that showing a hall cynical; it’s meant to be charming,” he says. treatment and music. “But,” he adds, “It looks being converted into a beautiful place, gave him The set, he shares, is a graphically created one. like it has been shot in a hurry. The art direction the opportunity to do a product demo. “We built the benches, but the walls, ceiling and could’ve been made to look more ‘real’.” „ It took a day to shoot the film. In all, there were the structure were done on the computer,” he [email protected]

6 afaqs! Reporter, October 16-31, 2013

1(:6$'9(57,6,1* KFC Lunch On the Go With its latest ad campaign, KFC has made its first concerted effort towards owning a specific part of the day - lunch time. By Ashwini Gangal

ast food restaurant chain KFC sees itself as a brand that chases ubiquity in every sense Fof the word. The most recent step in that direction is the launch of Rice Bowlz, a lunch time offering. To promote this new item, Ogilvy India created a marketing campaign led by a 25-second television commercial. The ad features a busy, time-strapped professional who breaks for lunch with KFC’s new offering and goes to hilarious lengths to put off work while he’s at it. “The product is targeted at the guy in the ad,” Dhruv Kaul, director, marketing, KFC India, says, referring to the young executive in the film who “Lunch was an looks like he’s out on a work-related field call. “It’s area in which for any working person who tends to compromise on lunch because he doesn’t have enough time and we hadn’t yet doesn’t have lunch from home,” Kaul explains. ventured. So it Typically, this profile fits what he calls “the was a natural first-jobber with a median age of 25 years.” The product is designed around this youngster who progression.” is either on the run following his boss’ orders or DHRUV KAUL stuck in work meetings all day, with little or no respite for a lunchtime meal. Rice Bowlz is believed to have a broader appeal “We thought of combining rice with something much competitive advantage in. Unlike its crispy beyond this core TG, though. “I think people that we’re known for. So we contemporised the fried chicken, which no one else can do better, beyond this group will try it too,” says Kaul, rice format and decided to go with a cool bowl, there are a plenty of rice bowl options for the drawing his optimism from the fact that rice is convenient take-away packaging and contemporary executive-on-the-go,” he argues, highlighting the intrinsically engrained in the eating habits of many spoon-cum-fork,” says Kaul. need for KFC to get the product right. Indians and, of course, from the brand’s national Rice Bowlz is an attempt to make the brand A product that deviates from its basic offering relevant for young adults during lunchtime. can change the way a brand is perceived. For Traditionally, KFC has had a strong dinner menu. KFC - a brand that stands for chicken and fast And its food is “inherently sharable”, what with its food - Rice Bowlz stands to change its image from chicken buckets and the like. “KFC is inherently ‘unhealthy’ to ‘healthy’, ‘snack’ to ‘meal’ and from designed for groups eating out, something Indians ‘a brand meant for occasional consumption’ to tend to do,” shares Kaul. Rice Bowlz, however, is ‘one meant for more frequent, customary or daily meant for solo consumption. consumption’. Which of these images will thrive? Over the past few years, the brand has also To Harish Bijoor, brand expert and CEO, managed to garner a fair share of takers for its Harish Bijoor Consults Inc., it seems as though snack options, through its affordable ‘Wow’ range brand KFC is in the midst of a “positioning that’s targeted at teens. “Lunch was a space we dilemma.” QSR (Quick Service Restaurants) wanted to own,” admits Kaul, adding, “It was an market data clearly indicates that while chicken/ area in which we hadn’t yet ventured. So it was vegetarian snack options, dessert, coffee, tea and a natural progression for us.” Interestingly, KFC beverages like Krushers are being well received, China is known for its ability to cater to consumer more solid options for a more wholesome lunch sales figures that show a four-fold increase in sales needs across different parts of the day - breakfast, and dinner, are common consumer cravings. since the launch of this campaign. lunch, dinner, extended hours, late hours and “KFC therefore fills this gap with its baby step KFC has set aside 10 per cent of its total coffee. KFC India hopes to follow suit. - the rice meal offering. It also solves the problem marketing spend for the Rice Bowlz campaign. that at lunch-time its outlets are normally full and Besides TV, the media mix includes outdoor and APPETISING MOVE? offer no seating space,” he says. The effort, Bijoor digital. “Another point of communication is our ure, this is an effort to position brand KFC feels, gives brand KFC many new positioning stores. Being in the food service business, this is a Sas a strong lunch option. What else will this stances, including ‘quick-meal’ and ‘takeaway’ unique aspect that differentiates us from FMCG move do for the brand? afaqs! Reporter spoke to brand. He shares an interesting observation: Since brands,” says Kaul, who ensures in-outlet branding branding and strategy experts to find out. the rice appears to be steamed and the toppings (such as standees and facades) is being used to get To Dheeraj Sinha, chief strategy officer, Grey look fried, subliminally and visually, the offering the message across to existing consumers. South and Southeast Asia, the move seems like is 80 per cent steamed and 20 per cent fried. This one inspired more by an opportunity in the competes with the erstwhile ‘100 per cent fried’ WHY RICE AND WHY LUNCH? market, than the desire to extend the brand. imagery of the brand. amed for its hallmark chicken-on-the-bone “There is certainly a space in the market for lunch The brand now stands to be perceived as F‘format’, KFC did have rice on its menu earlier, on-the-move for people who eat on the roadside ‘a restaurant that offers a whole big menu’, ‘a but this is the first time it is being promoted. or at kiosks in business districts,” he says, spotting restaurant with both Western and Indian menu Moreover, this time, rice is being offered in what competition for Rice Bowlz in such local eateries. styles’ or ‘a ration-shop of fast-food’. „ the brand calls a ‘contemporised’ avatar. “KFC is venturing into a space that it doesn’t have [email protected]

8 afaqs! Reporter, October 16-31, 2013

1(:6$'9(57,6,1* MUMBAI POLICE Spare A Minute Mumbai Police broaches the anti-terrorism issue by requesting the city’s residents to be alert of their surroundings, thereby attempting to bring about a behavioural change. By Rashmi Menon

and would support the cause without any ulterior motive. “ICICI was very generous and accepted the concept and the government also appreciated the whole effort,” he says, adding that what was important was the fact that people from different walks of life came together and engaged beyond their organisational boundaries. “Also, I believe, people’s participation is very important when we engage in the fight against terror. If 1.4 crore people residing in Mumbai become watchful, obviously, we would detect unusual objects, conduct and suspicious persons much better than if only 40,000 police men are vigilant. Through this campaign, we want people n a continuing effort to instil the concept of and the police department see the reality about to cultivate this habit of developing situational ‘safe city’ among Mumbai’s citizens, Mumbai terrorism from the same perspective and convey awareness. If we can identify threat in advance, IPolice launched a multi-media campaign on to people as to what can be done and what are the we can definitely anti terrorism. The campaign, ‘Mumbai ke liye 1 constraints, it would help a lot. However, the task handle it better,” minute’ (One minute for Mumbai), nudges people of conveying this is a complex communication Date asserts. to be alert of their surroundings, thereby lending a challenge. Date feels that a professional media This is not supporting hand to Mumbai Police. house like O&M can make a difference and help the first time that Conceptualised by Ogilvy & Mather, Mumbai Police. Mumbai Police and financially supported by ICICI Bank, the As for ICICI’s involvement, Date says that has partnered with campaign is the second pro-bono initiative on the Mumbai Police wanted a corporate organisation an ad agency for agency’s part for Mumbai police, the first being the that understood the need for this social message an anti-terrorism Women’s Safety campaign that was launched in campaign. Two March. The ‘Mumbai Ke Liye 1 Minute’ campaign, campaigns on the produced by Code Red Films on pro bono basis issue have been and directed by Gajraj Rao, comprises three ad “People’s aired earlier; the films - Mall, Theatre and Train. All these locations participation is last one being around five years ago, created by are regularly frequented by people and are thus very important Lowe Lintas. susceptible to terrorist attacks. Harshad Rajadhyaksha, group creative director, In all three films, the protagonists belong when we engage Ogilvy Mumbai says that the campaign’s intention to a vulnerable group, with limited capability in the fight is to create a behavioural change among citizens. of movement. In the ‘Mall’ TVC, there is a against terror.” He says that a lot of discussions took place on what grandmother who bends (despite her obvious would be the best approach for the message to pain) to check below tables and ensure there is no SADANAND DATE reach out to all sections of society. unclaimed baggage. Agreeing with him, Kainaz Karmakar, group Similarly, in the ‘Train’ TVC, a visually creative director, Ogilvy Mumbai, adds that the challenged man checks the bags with his white stick team aimed to drive home the point not just in to ensure there is no unclaimed baggage, while in “We aimed to an interesting but in an effective fashion. “One the ‘Theatre’ TVC, a pregnant woman takes the drive home the minute is not too much to ask, plus we are clearly initiative to ensure there are no suspicious objects point not just in showing what we expect people to do. Then the lying under or behind the seats. Interestingly, third layer is to do it in a way that people enjoy the protagonist in the ‘Train’ film is a visually an interesting but seeing it,” she says. challenged person in real life. The voiceover at the in an effective As a result, the message in the films end of the film says ‘Thoda aas paas nazar rakhe’. It doesn’t burden the recipients, isn’t intrusive, asks citizens to call the police if they notice any fashion” monumentally difficult to do or alarming. “People suspicious persons, objects/bags or vehicles. KAINAZ KARMAKAR might feel an ordinary person can’t do anything The campaign was kick-started during Ganesh against terrorism unlike the police who have Visarjan with an on-ground activation. Ogilvy’s guns and trained personnel. But that’s what the team fabricated a larger than life teddy bear, dabba campaign tries to address by saying that ordinary and backpack, which were moved around in a “The intention people can offer valuable inputs by just taking a procession. The tagline on the objects read - ‘Bada is to create a minute out, by being alert and watchful of their khatra itni aasani se nahi dikhta. Aas paas nazar rakho’. surroundings,” Rajadhyaksha highlights. Speaking about the campaign, Sadanand Date, behavioural The films will be shown in cinema theatres joint commissioner of police (law and order), change among across the city, in-bus screens in BEST buses and Mumbai, says, “Terrorism is a very complex and citizens.” on the digital medium. Meanwhile, the video of ill-understood challenge. Traditional systems of the on-ground activation executed during Ganesh HARSHAD democratic societies to deal with crime need to Visarjan will be put up online, in an effort to tap be overhauled to fight it.” He adds that if they can RAJADHYAKSHA the virality of the medium. „ engage public, get their cooperation, make people [email protected]

10 afaqs! Reporter, October 16-31, 2013

1(:6',*,7$/ ONLINE READERSHIP Weaving a Web Among the Indian news websites, The Times of India continues to be the clear leader with 12.7 million unique visitors in August, 2013. News Bureau

here has been significant growth in the Indian online daily readership of GLUED ONLINE news and information content in the Number of Visitors to News/Information Properties in India T August 2012 August 2013 % Change past year, with an increase of 34 per cent to 9.4 million average daily visitors to the Total Unique Visitors 40,044 45,902 15% However, according to Gavane, the increased category. The data is based on comScore’s Total Visits 259,686 364,592 40% engagement (page views, time spent) can be recently released report highlighting online Average Daily Visitors 7,042 9,402 34% attributed to the fact that the frequency of Average Minutes per 31.6 41.6 31% news readership in India based on data from Visitor news/information access is much higher on its comScore Media Metrix service. Source: comScore Media Metrix Visitors in ‘000 mobile and tablets. Media Metrix leverages comScore’s Unified Data also suggests that reader engagement Digital Measurement methodology, a panel- for the news category has spiked within centric audience measurement system to MOST FREQUENTED the past year, with users spending on an provide full insight into a site’s total audience. Top 20 News/Information Properties in India average 31 per cent more time on news sites, According to the report, total unique visitors Rank Property Unique Visitors at 41.6 minutes per visitor. DivyaBhaskar. (000) to Indian news websites grew to 45.9 million co.in and Bhaskar.com demonstrate strong 1 The Times of India 12,715 in August, 2013, from 40 million in August, engagement, with readers spending 100.3 2 Yahoo!-ABC News Network 10,721 2012, recording a rise of 15 per cent. Similarly, minutes and 62.1 minutes respectively, on 3 HT Media Ltd 8,219 total visits to Indian news websites grew by 40 these sites. Other niche news sites with more 4 India Today Group 7,676 per cent, between August, 2012 and August, modestly-sized audiences - including Jagbani. 5 India.com Sites 7,188 2013. 6 About 7,044 com, PunjabKesari.in and Navbharat Times - Among the Indian news websites, The 7 Jagran Sites 6,312 also generated high engagement with a higher Times of India continues to be the clear leader 8 NDTV 6,258 number of page views per visitor than the in the category, since last year, with 12.7 9 OneIndia.com Sites 6,182 category average of 48. million unique visitors in August, 2013. India. 10 The Economic Times 4,415 comScore currently does not separately com sites showed 25 per cent growth, breaking 11 The Hindu Group 4,201 report vernacular sites in India, but according into the Top 10 for the first time, with more 12 IBN Live 4,175 to Gavane, “There is a significant increase than 7.1 million unique visitors. Also, 16 of 13 The Indian Express Group 3,492 among regional dailies in different languages the top 20 news properties are currently local 14 Bhaskar.com 2,537 like Manorama, Bhaskar, Jagran and Loksatta.” news publishers. 15 CNN Network 2,171 Meanwhile, continuing the trend, many Kedar Gavane, director, comScore India 16 BBC 2,113 of the top Indian news sites have also seen suggests that several factors have contributed 17 Sify News And Information 2,034 a significant amount of traffic from abroad. to this growth in readership of Indian news 18 Huffington Post Media Group 1,965 FirstPost.com generated the highest share sites. “There has been a significant growth in 19 Navbharat Times 1,862 of its audience from abroad at 51.3 per cent, the number of internet users in India, which 20 FirstPost.com 1,832 followed by Manorama sites at 45 per cent. has naturally led to an increase across several Source: comScore Media Metrix Period: August 2013 The Times of India, as the most prominent categories, including news/information. news brand, also successfully extends its News/information globally has an average audience into other markets with 37.8 per reach of 80 per cent. In India, this number is of news content to masses, this will catalyse the cent of its audience coming from abroad. NDTV around 58 per cent and this will grow significantly growth further in the future,” he adds. India sites and The Indian Express Group also as news/information consumption is one of the The comScore numbers take into account users have more than 30 per cent of their respective most popular activities among the internet users. from home and work locations who are above 15 audiences coming from outside of India. „ With social sharing and quicker communication years of age and do not cover the mobile universe. [email protected]

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FB / STAR-DISCOVERY VIRAL NOW Horror Café The Social Verdict A prank for upcoming movie Facebook is sharing data with TV channels on how viewers react to their ‘Carrie’ has unsuspecting shows on the social networking platform. Will language get in the way coffee shop customers in of this fascinating experiment? By Satrajit Sen shock. By Satrajit Sen

acebook has plans to provide latest shows online. This will help us t is not every day that a coffee shop data on its users’ comments better understand audience reactions customer is served with a dose of horror Fabout major television to programming and deliver better Ialong with the regular caffeine shot. programmes to 10 networks in eight real time consumer insight.” A prank carried out to promote the countries, including France, UK, Some experts believe that as far as forthcoming horror movie Carrie shocked Germany, Brazil and India. Star India India goes, Facebook can capitalise unsuspecting coffee shop customers at is the media network from India that on the country’s TV culture. Karthik Snice Cafe in New York City’s West Village. will be given more access to user Nagarajan, national director, social The customers were in for quite a surprise information on Facebook. Discovery media and insights, GroupM India, when a young woman used her ‘telekinetic’ India is also entitled to get the data as says, “One of the most significant powers to move a man up a wall, after he a result of its worldwide partnership social media trends of the last 3-4 spilled hot coffee on her computer. with Facebook. years has been what we refer to Telekinetic comes from telekinesis, Facebook had launched a similar as the ‘second screen phenomenon’. which is the power to move something by service for US TV networks last month. The Within these conversations is hidden a treasure trove thinking about it, without the application of reports that were generated revealed how many of actionable information for any TV channel (that physical force. likes, comments, or shares a television programme cares to listen), as it gives them the exact pulse of the inspired on Facebook and how many members audience even as they are watching a show.” participated. The service is as yet in its Beta phase This helps TV channels in multiple ways, and the social network isn’t charging the channels the biggest one being their ability to showcase any money. For Facebook, the idea to advertisers, the resonance of the is to show advertisers the data about content. “Channels will now have the online buzz and conversation that ability to create content/programming TV programmes are generating. based on audience feedback. In other This will help the channels, while words, social media conversations simultaneously emphasizing the now have the opportunity to shape power of Facebook as a platform. the future of television content and “In the old days, people would that is unprecedented in the history The action was created by the team gather around the office water cooler of TV,” adds Nagarajan. behind Carrie and the video was the creation to discuss what they had watched on While Facebook has an enviable of Thinkmodo, a New York-based viral TV the night before. Today the water following in India with 82 million video marketing company. cooler is online, and on Facebook. active users per month (June, 2013), Brought to life with actors, a stuntman We’ve consistently observed that a lot there are questions about how and remote-controlled props, the creators of what people are talking about on effectively this tie-up will work went through a great deal of preparation. Facebook is related to their favourite locally. Across all languages, General The team then connected the stuntman TV shows. For example, when Andy Entertainment Channels (GECs) via wires to a wall, and prepared remote Murray became the first British make up more than half the total controlled tables and chairs. They also man to win Wimbledon in 77 years, television viewership. And these applied springs behind pictures on the wall there were 29 million interactions on channels are viewed in Hindi and and books on the shelves. Facebook about the event,” Facebook regional languages whereas Facebook The video shows that many of the people explained in a statement. is in English. The language mismatch in the coffee shop were actors helping to “Our partners will be able to is bound to slow the stream of digital set the atmosphere as they prepare to scare highlight public posts of real-time conversation about what viewers are the living daylights out of unsuspecting activity on Facebook about topics watching. customers. When one of the actors related to their shows, and measure the Facebook in India does have ‘accidentally’ spills coffee on another acting engagement around keywords from conversation about reality shows on customer, she gets angry and yells, “You their programmes. Since Facebook TV, but, relative to their immense know what? Just get away from me!” is a platform based on real identity, popularity, little chatter takes place She then lifts her hands up and the actor they can also understand the basic about the serials that form the flies against the wall, is dragged up, and demographics and location of the backbone of GECs. In comparison, gets pinned halfway up. The clip shows people who are posting this content, specialised channels - sports for customers freaking out, with their mouths in an anonymised and aggregated example - are likely to witness more wide open, some of them screaming. The format,” Dan Rose, vice president of dialogue on Facebook. ‘telekinetic’ actress then throws her arms partnerships for Facebook, announced Coming on the heels of the first forward, making all the tables and chairs in the MIPCOM conference in ever Nielsen-Twitter TV Ratings, roll away from her. She then screams, Cannes. Facebook clearly needed a play to sending frames and books crashing to the Says Gayatri Yadav, EVP, marketing increase the dependence of TV floor. The video, uploaded on October 7, and communications, Star India, “The advertisers on its platform. With this 2013, had already received 13.4 million first port of call for consumers when move, Facebook will certainly have views at the time of writing this piece. they want to talk about content is often the undivided attention of advertisers (Viral Now is a section about videos that are social media - people love sharing (from top) Rose, Yadav and and TV channels. „ catching people’s fancy on social media). „ their thoughts and feelings about the Nagarajan: listening closely [email protected] [email protected]

14 afaqs! Reporter, October 16-31, 2013

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

SKECHERS INTEX CHOLAMANDALAM MS The American shoe brand’s campaign promotes its GOrun The TVC opens with two Japanese warriors sparring with The latest commercial by the insurance brand features a 2 range that caters to runners. The ad has a ‘Nat Geo each other. Suddenly, the fight pauses, and Farhan Akhtar worried wife in a hospital, where her husband has been touch’ showing a Gazelle chased by a Cheetah. Just when is seen closely inspecting the scene on Intex’s Aqua i7 admitted. The whole time that she’s in hospital, we see the Cheetah covers the distance, a man wearing GOrun smartphone. the presence of an Indian-Japanese duo (representing 2 catches up and pounces on him preventing it from the company’s Indo-Japanese partnership), which attacking the Gazelle. metaphorically indicates Chola MS’s presence.

Agency: In-house Agency: Interface Communications Agency: Siltanen & Partners Production House: Fusion Films Production House: Opticus Picture Company PRINT ARIEL KALYAN VODAFONE P&G-owned The telecom giant ran washing powder JEWELLERS The jewellery a massive campaign brand launched a brand ran a print across dailies to pan-India campaign campaign with its promote its high asking readers brand ambassador speed 3G dongle. to substitute the The campaign asked traditional washing Amitabh Bachchan telling people not people to buy a 3G products with Ariel dongle and win a Plus. to fall for jewellers’ discount schemes and chance to be a part of understand how gold the Vodafone-McLaren rates are decided. team.

Creative Agency: Saatchi & Saatchi Creative Agency: Push Integrated Communications Creative Agency: Ogilvy India OOH DIGITAL

THE 3C COMPANY UNINOR SKODA AUTO INDIA To promote its message of ‘green living’, realty firm 3C The telecom operator rolled out a campaign to create Automobile brand Skoda launched a digital video opted for a full train wrap, on one of the Rapid Metro buzz in Meerut and Bareilly, by promoting limitless music. highlighting the need to realise what is behind you, in Gurgaon Rail trains. The creatives inside the train aimed 500 wind chimes were hung on bus shelters in a way that order to know what lies ahead, while driving a car. The to spread awareness on little things people can do in their these would create melodious sounds and attract people’s video is meant to promote the rear view parking camera homes to promote green living, such as saving energy, not attention. that comes exclusively with the special edition of Skoda using plastic or paper bags and switching to jute bags. Rapid.

Agency: In-house Agency: Storyboard Brandcom Creative Agency: BBH Communications India

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16 afaqs! Reporter, October 16-31, 2013

1(:6',*,7$/ IPSOS SURVEY Won’t Say it, Will Text it A study by Ipsos reveals that nearly seven out of 10 Indians say things via text messages and emails that they wouldn’t say on the phone or in person. By Ashwini Gangal

very time you punch ‘LOL’ into a gadget, TEXT HEAVY female. Those under the age of 35 (75 per cent) are are you really laughing out loud or thinking PERCENTAGE OF RESPONDENTS ANSWERING THE QUESTION- considerably more likely, than those aged between about the best way to acknowledge that Do you say things via text or email that you would not say 35-49 years (67 per cent) and those between 50-64 E voice-to-voice or person-to-person? person’s wit? Probably not. We behave differently years (52 per cent), to text/email things they won’t Yes No with the same people depending on whether we’re say out loud. interacting with them face-to-face or through China 90% 10% a machine. And Ipsos’ recent findings almost South Korea 80% 20% COUNTER-VIEW suggest the existence of an alter ego for the latter. Indonesia 76% 24% t first glance - to the untrained eye - the India 69% 31% The finding states that nearly seven out of global data may appear as though the Chinese Saudi Arabia 67% 33% A 10 Indians (69 per cent) admit they say things prefer ‘impersonal’ modes of communication Turkey 58% 42% in text messages or in emails that they would and the Norwegians prefer more ‘personal’ ones, Brazil 48% 52% not say in a voice-to-voice or person-to-person that is, ones that involve actual talking. But this Japan 46% 54% situation. Globally, this figure is 43 per cent. Not may just be a fallacy as those who use text and South Africa 45% 55% surprisingly, the figure jumps to 54 per cent for email frequently may perceive these as the most Argentina 42% 58% those under the age of 35. For those above the age intimate ways of communicating. Who knows, Mexico 42% 58% of 50 - or ‘the generation that was raised before they may reserve phone conversations for clipped, Russia 39% 61% fingers started doing all the talking’, as the study to-the-point exchange of mundane information Canada 34% 66% puts it - the figure plummets to 26 per cent. and share sensitive matter through devices that Australia 33% 67% India is a country of youngsters; over 50 per France 33% 67% involve typing. To many, the mere use of voice cent of our current population is under the age Great Britain 32% 68% needn’t make a conversation ‘personal’. Perhaps a of 25. With every other brand now repositioning Poland 32% 68% qualitative study can highlight the reasons for such itself as a ‘youth brand’, marketers may find it Belgium 31% 69% varied preferences across the globe. worth their while to note that their TG prefers Italy 31% 69% Findings like these may have implications for communicating by typing over speaking. United States 30% 70% marketers of telecom, handset or PC brands. Examples of things people prefer to say in Germany 25% 75% While advertising campaigns have encouraged writing, as opposed to over the phone or in Hungary 24% 76% users to open up and speak their minds, knowing person, include: ‘I love you’, ‘Our relationship Spain 24% 76% users’ preferred medium may help fine tune is over’, ‘You are fired’, ‘I just got a tattoo’, and Norway 22% 78% creative execution. Of course, this could have ‘I failed an exam’. The reason, states the study, Sweden 22% 78% implications for mobile marketing experts, too. is to avoid embarrassment. The general belief, OVERALL 43% 57% Another thought that comes up is that when Source: Ipsos something is communicated via text or mail, there’s a record of it, unlike when it is uttered Indians under the age of 35 are In China, a whopping into a phone or to someone’s face. Perhaps 90 per cent respondents research agencies can look at whether this, in part, more likely to text/email things said ‘Yes’ in response to motivates India’s preference for sharing things the question ‘Do you say through devices. they won’t say out loud. things via text or email For the record, the poll has been conducted by that you would not say market and opinion research firm Ipsos OTX or one reiterated by Ipsos, is that text messages and voice-to-voice or person-to-person?’ On this Open Thinking Exchange, the global innovation emails are comparatively impersonal media of parameter Sweden and Norway rank lowest at 22 centre for Ipsos. The study was conducted among communication, making people less hesitant to per cent. As far as Indian data goes, out of a total 18,502 adults in 25 countries in August this year. „ speak their minds. of 500 respondents, 258 were male and 242 were [email protected]

1(:60$5.(7,1* PARLE AGRO Waking up to Smell the Coffee Parle Agro has announced its re-entry into the carbonated soft drinks category with Café Cuba. Nadia Chauhan, joint MD and CMO, tell us the what, how and why of this move. By Ashwini Gangal

insisting it has nothing to mind of the Indian consumer. And interestingly, do with competition. it includes more than just observing members of Rather, it has to do with the TG; her team also listens in on what retailers, making sure consumers salespersons and other middlemen handling the are clear about what the brand have to say. product is. “Chances are, “We’ve been getting a lot of people to try it and the only ‘black liquid respond to it. The product has been at my house drink’ people have ever far before we even did the test launch. I’d see how seen has always been a people who come over react to it; that was my cola. So we need to ensure research,” she adds. This is how Chauhan can state people don’t mistake it with confidence that over the years, the market for one,” she elaborates. has opened up. “Over the years, we’ve seen a lot The CSD industry - the of flavours beyond the traditional ones (namely, largest category within the mango in non-CSD and colas in CSD) starting Indian beverage industry to come up,” she says. Carbonated apple drink, - is where Chauhan Appy Fizz, with a 100 per cent YOY growth rate, expects the largest set of is testament to this. In fact, in several markets such conversions to come from. as South India, Appy Fizz is doing even better than the company’s mango-based beverage, Frooti. Speaking of Southern consumers, any apprehensions that a carbonated coffee beverage ood and beverage player (F&B) Parle Agro could be seen as a brand ‘messing around’ with has introduced a segment called ‘coffee rush’ their favourite beverage? “It’s not meant to replace Fwithin the carbonated soft drinks (CSD) or compete with hot coffee,” Chauhan answers, category, with the launch of Café Cuba, a coffee- insisting it is meant to deliver what a carbonated flavoured beverage priced at `20. A few minutes soft drink does, thereby ruling out existing milk- into my conversation with Nadia Chauhan, joint based cold coffee drinks as competition. “In fact,” managing director and chief marketing officer, she adds, citing the example of toffee brand Coffy Parle Agro, three things became clear. One: This Bite, “since people in the South are passionate carbonated coffee drink is not about to compete about coffee, having a product with coffee at the with the Coca-Colas and Pepsis in the CSD core is a big opportunity for us in this market.” market. Two: No formal research was done before its launch. Three: Chauhan is fascinated by how TG PSYCHOGRAPHICS the industry is busy analysing this move. On count ositioned as a ‘powerful, bold, on-the-go number three, afaqs!Reporter is guilty. Prefresher’, meant for impulsive consumption, Café Cuba targets consumers between 18-30 LEAGUE OF ITS OWN Chauhan: keen observer years, who have ‘more evolved tastes’. Does this t is not a cola,” says a soft-spoken-yet-firm- mean people who are well-travelled, open to Ivoiced Chauhan, admitting that prior to the experimenting or those who come from wealth? launch of Café Cuba, her team was afraid it would WHAT RESEARCH? Chauhan tells us that around seven to ten years be called ‘a cola brand’. This launch marks the o structured, documented research was done ago, while this description may have been the company’s re-entry into the CSD segment, 20 Nprior to the launch of Café Cuba. “As an answer, it is not the case today. years after the group sold its soft drinks portfolio organisation, none of our launches has been an “Today, when we talk about those with comprising Limca, Gold Spot, Citra and Thums outcome of research. Research just tells you what ‘evolved tastes’, we’re simply referring to people Up (which continues to be the largest selling cola you want to hear! You’re taking consumers out who’re looking to try something new. And the brand in the country), among other brands, to of their natural environment and grilling them proportion of this kind of consumer has increased Coca-Cola for `180 crore. to give you the answers you want to hear,” says tremendously of late,” she says. “When I joined the organisation, I remember Chauhan. So then, sans research, how did she journalists asking me, ‘Will you return to colas?’ know the market was ready for a product like this? NON-CSD TO CSD: WHAT’S THE Back then, I said we would come back into the The answer lies in informally observing and CHALLENGE? CSD space but not through a cola,” says Chauhan. mingling with the TG. “Today, even at my or a marketer, what does a shift from non- We wonder whether the creation of ‘Coffee position, I travel around and spend a lot of time FCSD to CSD entail? Some category observers Rush’, a self-contained category within the CSD in the market. As a culture, we ensure that those liken the shift to a move to the proverbial ‘dark’ zone, has anything to do with the fierce, pre- even remotely related to marketing/sales spend side, what with all the health pundits and anti- existing competition in the cola segment. “If you a bare minimum number of days in the market. aerated drinks revolutionists waiting to pounce on are a tea, chocolate or caramel product, would you For instance, we give a group of collegians a new the next entrant. Surprisingly, for Chauhan, the like to be called a cola? So, when you’re a coffee beverage and just drink with them, listen to them, biggest change is in terms of the scale. “It’s a move product, why would you want to be called anything chill with them and just be one of them,” she other than that?” Chauhan counter questions, says, citing this technique as her gateway to the FRQWLQXHGRQSDJH>>

20 afaqs! Reporter, October 16-31, 2013

AGENCIES KOCHI BOUND Networked advertising and media agencies are setting up operational bases in Kochi, a city many had looked at from afar in the past. By Ashwini Gangal

hen a market is in the middle of the influx of these networked agencies has injected MARKET SATURATION expanding or changing its ways, it is a sense of discipline in an otherwise disorganised n any demand and supply situation, it’s the latter Wcalled an emerging market. In that sense, market. Ithat is visible to onlookers. In this case too, we it can be argued that the Kerala ad-media industry see media agencies flocking to Kochi, but the is India’s own emerging, or at least evolving, ‘why’ is not as evident. It is local brands’ national market. And this is not just because the state has an ambitions that have generated the need for media urbanisation rate of more than 80 per cent. “Established partners with pan-India buying clout. From a Over the past year, several leading media brands feel volumes perspective, Kerala is saturated and to and creative agencies have launched offices in the need to go grow, geographical expansion is a must. Kochi. These include Dentsu (December ‘12), “Aspirations of key players in the market have Carat (December ‘12), Mindshare (April ‘13) and national because changed. Many brands like sari and jewellery Vizeum (August ‘13). Go back a bit further and that’s the next players that have established themselves in this names like Lowe, which entered this market in phase of growth.” market, now feel the need to go national because 2010, can be spotted. Agencies like DDB Mudra that’s the next phase of growth,” says Rohit Ohri, have been around much longer. ROHIT OHRI executive chairman, Dentsu India Group. The Even so, the recent batch of agencies launching operations in Kochi is noteworthy. This trend is symptomatic of two changes: for one, Kerala-based QUICK FACTS brands are looking to expand beyond state/country ccording to the 2011 Census, Kerala has a population of 33.4 million. A study conducted by McKinsey borders (West Asia, as everyone knows, has a high AGlobal Institute, puts Kochi, the commercial capital of Kerala, among the 28 Indian cities enlisted Malayali population), creating the need for media as the ‘emerging 440 global cities that will contribute 50 per cent of the world’s GDP by the year 2025’. partners with nationwide/global presence. And Kochi is quickly emerging as an economic and IT hub. Just like Mumbai, it is the business, finance from an agency perspective, physical proximity to and trade center. It’s where the Cochin Stock Exchange (CSE) is also located. Other key cities include the clients’ headquarters helps. Thiruvananthapuram (Trivandrum), Kozhikode (Calicut) and Thrissur, but Kochi is where those interested Secondly, the Kerala market itself is undergoing in making a career in advertising or media flock to. So, what better place for an agency to land in? And like Delhi, Thiruvananthapuram is the capital and the seat of power. Of course, there are exceptions; changes. For instance, it has become less Bang in the Middle made its Kerala foray in February by launching an office in the capital, not Kochi. relationship and more numbers-driven. Also, What makes the Kerala media market unique? For one, given the state’s high literacy rate, print though still largely a market of entrepreneurs, has always commanded an important position in brands’ media plans. Secondly, high consumption of second-generation brand owners seem to have regional media, across TV and print, has always made geo-targeting easy for national brands. Thirdly, the spotted merit in working with ‘professional’ English print market in the state is largely dependent on national as opposed to local advertising, making agencies, as networked agencies have loosely come evident the difference between the kind of patrons regional and English publications have in this market. to be termed. Not that their local media partners Finally, because it is a highly entrepreneurial market, rife with ambitious family-run businesses, there is a very high level of client involvement at the highest levels of media buying. are unprofessional, but the general sense is that,

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

“National plans with local media owners goes, a professional media market has seen a 30-40 per cent spike over the agency acts as a “commanding third party” in the past couple of years, say experts. This includes need higher face of media owners that “compromise on space budgets within and beyond the state of Kerala. strategic thinking, and size, especially when it comes to print ads.” Expansion and outbound brands aside, the Clients enjoy the clout and authority a networked Kerala market itself has evolved of late, thus better tools and media agency brings with it, helping them fetch changing the role of media agencies. S Yesudas, knowledge about better bang for their buck when it comes to managing director, Indian subcontinent, Vizeum, other brands.” haggling with local media owners. says, “By virtue of the fact that media consumption Another reason for opting for networked in the market, till sometime back, was primarily HARIDAS K T agencies is their perceived efficacy in handling centered around just a couple of vehicles, the digital media innovations, something brands in reason for media agencies to exist was the ability to agency won the creative mandate for Jayalakshmi Silks, a textile retail brand, this July. BRANCHING OUT BOLDLY Before Dentsu, the mandate was with Very BRANDS BASED IN KERALA AND THEIR NATIONWIDE/WORLDWIDE REACH Local for a brief while, before which it was Brand Founded Category Origin Reach with Lowe Lintas. LMG still handles the media Dhathri Ayurveda Early Ayurveda Kayamkulam Nationwide, Exports to West Asia and Europe 1990s duties, prior to which the account was with local Eastern Group 1968 Spices, coffee Adimali Nationwide, Exports to West Asia, US, Europe, agencies Media Expressions (media) and Team etc. Africa, Canada, Singapore, UK and Australia One (creative). Though it hurts, people like Raphi Jos Alukkas 1964 Jewellery Thrissur Dominant in South. Present in Gulf countries Davis Akkara, creative director, Team One, are not Joy Alukkas 1956 Jewellery Kerala South, Mumbai, Haryana and Delhi. Dominant in too unhappy, “Yes, while in a way local agencies West Asia, present in London and Singapore may suffer, but I choose to focus on the positives Kalyan Group 1909 Silks and Thrissur Dominant in South. Present in Gujarat, Jewellers Maharashtra, Punjab, Dubai, Sharjah. Expansion - - many brands also prefer working with boutique Muscat, Singapore and Malaysia over networked agencies.” Malabar Group 1993 Gold and Calicut South, Delhi, Gujarat, Maharashtra, West Asia Diamonds EXPERT OPINIONS Manappuram 1949 Finance Valapad 26 states re local agencies doing anything by way of Muthoot 1887 Finance Kozhencherry 23 states. Also present in US, UK and UAE Askill upgradation or ringing in changes to cope V-Guard 1977 Electricals Ernakulam Nationwide, special focus - North and East with the new challenges? “Now that many small start ups have started seeing great success, they have the region are taking to in a big way. Kerala-based begun looking for professional partners to bring in manufacturer of Ayurvedic medicines, Dhathri “The consumer best media practices,” says Joydeep Raha, senior Ayurveda, for instance, has upped its digital spends and the media vice-president and head, South operations, Carat by 200 per cent in the past couple of years. Media. The agency is poised to provide services to Saji Kumar, managing director, Dhathri dynamism have clients looking to scale up their operations beyond Ayurveda, says, “We prefer working with changed a great Kerala. The big agencies, on the other hand, have professional agencies for our national/international years of expertise. media plans and digital innovations. But that deal and are still “National plans,” says Haridas K T, head doesn’t mean we are ignoring local agencies. We changing.” of Mindshare Kochi, “require higher strategic work with Mindshare for national plans, but have S YESUDAS thinking, better tools, processes, knowledge about local agencies (such as H&B Communications and other brands in the same space and seamless Fertile-Isle) for local media plans.” execution.” Services networked agencies are better Similarly, though Muthoot works with Grey offer discounts and credit periods. But the scenario placed to provide that, than locals. and Carat for national advertising and media duties is different now. Both, the consumer and the While Kerala-based gold/jewellery, textiles, respectively, the brand also works with Backdrop media dynamism, have changed a great deal and electrical and finance brands like Kalyan Silks and Advertising for local media duties. In general, are still changing.” for the local market, the brand’s creative work is Experts say that though media consumption done in-house or given to local creative agencies. continues to be ruled by TV, print and outdoor, in Only networked Networked creative agencies are preferred for that order, of late, there’s more genre-specific fine- agencies can national campaigns as the insights and visuals need tuning than there was earlier. Media plans for TV, to be revised for a national audience. for instance, are increasingly taking into account handle our However, unlike media agencies that need to the genre, such as GEC, news and movies. “This innovations and be physically present in a given market, creative has enabled the TV medium to play a major role agencies can operate remotely. This is possibly in the growth of many brands here,” says Raha, buying needs why a larger number of media agencies are seen noting the recent change. Of late, radio and digital outside Kerala.” opening Kerala branches, say observers. are also being used to drive retail footfalls. JEEJO PP THE EVOLUTION DATA MANAGEMENT s per industry estimates, the Kerala ad-media hen Vizeum announced its foray into Kochi Kalyan Jewellers (Maxus), V-Guard (Mudra Max), Amarket is pegged at about `500 crore. Wearlier this year, Yesudas had pointed out Muthoot (Carat) and Manappuram (Maxus) Moreover, from a media spend point of view, the that the Kerala market was “yet to see real media began their push beyond the borders years back, specialists,” that “some aggregators are operating several others are keen to follow suit. Jeejo PP, in the market” and that there are several clients corporate marketing manager, Jos Alukkas Group, “Local agencies “whose resources are ‘spent’ today through gut says, “Only professional (networked) agencies may suffer, in a feel decisions or computer algorithms,” and not can handle our innovations and media buying ‘invested’ in a prudent manner. Slowly, but surely, requirements outside Kerala. Besides, local way, but I choose this seems to be changing. agencies tend to handle three to four clients from to focus on the “Clients and media owners in Kerala have the same category simultaneously. This is not the started talking about GRP and CPT/CPRP much case with professional agencies.” positives - brands more than they used to. Earlier, it was very The jewellery player has roped in Mindshare do choose locals.” ‘rate-driven’; the discussion wouldn’t go beyond and Dentsu to look at regions like Mumbai, Delhi RAPHI DAVIS AKKARA and Punjab. And, for Jeejo, as far as bargaining FRQWLQXHGRQSDJH>>

afaqs! Reporter, October 16-31, 2013 25 1(:6$'9(57,6,1* OLD SPICE Manly Act Goes Local The men’s grooming brand has infused a local flavour by adapt- ing its international ad to an Indi- creams, body creams, shampoos, hair gel and an setting. By Rashmi Menon deodorants, to woo the male consumers. Meanwhile, some male grooming brands fter years of the metrosexual man have been playing on the clichéd perception dominating the communication strategy of of ‘masculinity’. Take the recent Park Avenue Amen’s brands, the overtly masculine image campaign for its beer shampoo, which was similar appears set for a comeback. to the present Old Spice ad in terms of treatment. Featuring Milind Soman, the ‘Mantastic’ campaign, created by Wieden+Kennedy, was MAN-HANDLING? launched digitally on October 9. Two days run Raman, head of strategy, StrawberryFrog, later, the video, a satirical take on masculinity, Abelieves that while the brand’s strategy of recorded over 7 lakh views, in line with its global playing on masculinity and manhood works in the counterparts, which were viral successes. distinct red product packaging and a yacht, was West, the parody of the metrosexual male is out of The ad begins with Soman, draped in a towel launched by Shulton Co in 1837. In 1993, P&G context in India. “Our culture, if any, has never and goggles, wearing a gold ‘MAN’ locket around bought over Shulton. adopted sissy-masculinity,” he states. his neck sitting on a throne. He invites viewers to The brand made its foray in India much before He’s against this kind of communication. “It’s his ‘humble fort’ (a recreation of a palace room) 1993. Goa-based Menezes Cosmetics, which creating a new advertising archetype - the male and narrates how he was under the (wrong) took the licence from Shulton, introduced Indian bimbo. The female bimbo didn’t work for brands impression that gelled hair and a well-maintained men to Old Spice in the 1960s. But after the targeting women. Why would the male bimbo torso were signs of manhood. He then reveals that acquisition, the marketing and distribution of Old work for male-targeting ones?,” Raman questions. to be a ‘Mantasic’ man, all one needs is Old Spice. Spice moved first to the Godrej group, then to Vedobroto Roy, executive creative director, Old Spice began this line of communication in Marico, and finally, back to Menezes in 2002. Last Dentsu Communications, agrees. Besides trying 2010, when it launched ‘Smell like a man, man’ year, P&G decided to market the brand on its own. too hard to keep up with its global imagery, it campaign in the US. The campaign earned over Known for its aftershave lotion, Old Spice was fails to be as entertaining and comes across as 40 million views on YouTube. It not only helped a popular name in the category for four decades. ‘preachy’, he adds. Roy says that showing Soman Old Spice gain ground, but also increased its In the ‘80s and early ‘90s, its iconic international wearing a MAN locket or sitting in a towel, isn’t sales, especially its body wash product (promoted ad, aired in India as well, showed a man surfing macho, adding that the ad does stand out because in the video). It also made the ad’s protagonist, the waves with the background music of ‘O of Soman. actor and former NFL player Isaiah Mustafa, Fortuna’ by Carl Orff. The ad made reference But whether his monologue convinces men to famous. Interestingly, when Old Spice launched to masculinity with finesse. Competition and buy Old Spice is something to ponder about. Adds its products in Australia and New Zealand, the restricted distribution saw Old Spice fade away. Raman, “I don’t know whom the brand wants brand went local, but retained Mustafa. Today, it has a portfolio offering products to target. Is it the metrosexual men? Is it overtly under antiperspirant, deodorants, body wash, body macho men who hate metrosexual men? Is it INDIAN ENTRY spray, bar soap, shave gel and fragrance segments. girlfriends and wives of metrosexual men? There ld Spice is part of Procter & Gamble’s The male grooming market, in recent years, has is some confusion in my mind and I hope, for the Obouquet of global brands under the beauty seen a spurt, but the aftershave lotion category has sake of Old Spice, that I’m the only one.” „ and grooming category. The brand, with its witnessed a decline, with focus shifting to shaving [email protected]

<< FRQWLQXHGIURPSDJH entrepreneurial nature and were more focused to a recent report in a leading financial daily, on short term deals, to address immediate growth Kochi has emerged as one of the largest markets challenges of brands.” He cites the need to bring for luxury car brands such as BMW, Audi and Kochi Bound... a long term planning perspective to clients as a Mercedes, among others. ‘what’s the rate?’ But today, the negotiating major reason for entering the market. Won’t all these recent developments threaten process has become more scientific as there is Moreover, many national and global brands local media agencies? Possibly. But if it helps awareness about data and scientific systems, such are also starting to look at the Kerala market organise the market, then it’s for the greater good, as spot monitoring, that are important to the media differently, thereby adding to its evolution. Last argue some. At a recent event, Bedraj Tripathy, planning/buying process,” says the Kochi head of a month, premium brands like Marks & Spencer senior general manager, marketing, Godrej Interio, networked media agency. and L’Oreal made their debut in Kerala. According when asked whether the imminent entry of global He adds that earlier, the media business in brands like Ikea threatened local furniture brands this market was very relationship-driven and like his, said, “Yes, Ikea may eat into our consumer “emotional”. Today, media planning here has “We prefer base, but it will also open up avenues. Only 15 per become more systematic and numbers-driven. cent of the local furniture business is branded and “And given the regulations set by the Telecom working with organised. Competition from outside will be good Regulatory Authority of India and the Indian professional for the market.” Broadcasting Foundation, media owners prefer Going by this logic, putting some local agencies dealing with professional media agencies, as they’re agencies out of business is a small price to pay if the Kerala known for adherence to deadlines,” he says. for digital ad-media market gains global media planning According to Carat’s Raha, Kerala’s media innovations.” tools and if Kerala-based brands enjoy a nation-or market has so far been managed by “a handful world-wide presence. „ SAJI KUMAR of local players who mirrored advertisers’ [email protected]

26 afaqs! Reporter, October 16-31, 2013

32,1762)9,(: What Does the online News Spurt Mean? Indians have begun to consume news in dramatically greater measure online over the past 12 months. A look at the implications for those in the news business. By Devesh Gupta and Satrajit Sen 6+$17$18%+$1-$ 5$-,9',1*5$ 685(6+65,1,9$6$1 $1$17*2(1.$ Business Head and VP - Marketing, CEO, Vice-President, Head, New Media, HT Media WAT Consult The Hindu Indian Express Group

FOR HINDUSTAN TIMES AS FAR AS THIS IS WELCOME NEWS SO FAR, THE THIS IS GREAT NEWS ADVERTISING IS BECAUSE PUBLICATIONS INITIATIVES FROM SINCE IT REVALIDATES CONCERNED IN INDIA, ARE IN THE NEWS/ PUBLISHING HOUSES THAT - EVEN AS TIMES DIGITAL WILL BE MEDIA BUSINESS HAVE LARGELY CHANGE - MORE EATING INTO THREE AND NOT JUST THE BEEN GIMMICKS CONSUMERS ARE KINDS OF MEDIA - NEWSPAPER BUSINESS. (AUGMENTED REALITY CONSUMING MORE PRINT, OOH AND FORTUNATELY MOST BEING ONE). UNTIL news digitally. The comScore radio. Digital will complement TV have online editions that two years ago, of the 14 big numbers show that and that is why Facebook, Twitter complement their print national English dailies, only four consumers are choosing to and YouTube are forging tie-ups business. There will be more had a consistent digital strategy. get news from trusted media with TV firms. Top advertisers initiatives online to address Today, nine do and I am sure by sources. Therefore, those will keep investing on TV. Movies readers, both within but next financial year, all will have publishers who are investing have already gone digital and mostly outside their print an attractive web presence. in content are at an advantage. politics is also taking that route. coverage areas. Advertisers are finally taking There will be more As far as print media is Apart from online editions, the medium seriously. The threat initiatives both in terms concerned, it has lost its many publications also offer is that while newspaper publish- of multimedia front-end significance over time. Data e-paper, e-books and podcasts. ers command 90 per cent of the offerings and also in terms of suggests that the average time The growth in this direction print ad spend, of the digital ad integrated news processes to a reader dedicates to reading will foster newer business spend, we command less than 40 support this. The 15 per cent newspapers in a day is around 15 opportunities. Integrated print per cent. Most of the digital dis- growth (in unique visitors) minutes, whereas on Facebook, + digital offerings will rise in play advertising money is spent as well as the 31 per cent user spends four hours a month. heavy internet user markets. with Google Adwords, YouTube, increase in average monthly Moreover, the core spenders With the rise in internet and/or other niche websites. time spent per user takes on print such as classifieds and usage in Tier II and III mar- The prize, in terms of mon- the business model closer call-to-action advertisers have kets, which have higher share etisation of vernacular content to the inflection point of moved online. However, large of vernacular literacy and online, however, is largely in tar- commercial viability. ticket advertisers like luxury readership, there is bound geting NRI audiences. Because Our efforts will be in the brands will continue to advertise to be a significant increase over 35 per cent of Loksatta. direction of making our on print, but brands from the in consumption. The Hindu com’s readers live abroad, our print and digital properties FMCG and the banking sectors Group’s online initiatives are real estate and travel advertisers complement each other’s will find digital a more ROI-driven towards meeting reader expec- were ecstatic with the response growth. medium. tations. they got from ads on our site.

28 afaqs! Reporter, October 16-31, 2013

1(:60(',$ CONDÉ NAST TRAVELLER The Unknown India The luxury travel magazine celebrated its third anniversary by sharing 100 secrets about India. By Devesh Gupta

ondé Nast group-owned luxury travel magazine, Condé Nast Traveller’s third Canniversary issue is centred around the theme, ‘100 secrets about India’. It has stories on some special but unknown places to visit in India, unknown food, recipes, cultures, and blogs to refer to before visiting a place. The magazine’s annual issue has always been an ‘India special’. The group has been working on it for more than a year and according to the editor, Divia Thani Daswani, the team could have easily come up with 500 secrets. “I honestly believe that people will be surprised to find these details; that The magazine has a print run of 30,000-35,000 copies and readership of “People will be Speaking about the anniversary issue, Oona 1.50-1.75 lakh. Dhabhar, marketing director, Condé Nast India, surprised to find says, “Every year, we create an interesting theme such things existed in their backyard and they details (about that is relevant to our readers. Our’s is a premium never knew about it,” says Daswani. luxury travel magazine that is for mainly the well- Condé Nast Traveller used the social media, India) that never travelled consumer.” OOH and radio route to promote the anniversary knew about.” The issue will be priced at the usual `150. The issue. It had put up large-format billboards across DIVIA T DASWANI magazine has a print run of 30,000-35,000 copies Mumbai, which showcased the cover page of and commands a readership of 1.50-1.75 lakh. the magazine. The billboards were put at arterial Seventy per cent of the copies are sold on the junctions to capture maximum eyeballs. stands. On radio, the magazine ran a teaser campaign, Condé Nast Traveller was launched in India enticing listeners to buy the issue, by revealing “Every year, in 2010. The magazine targets people who are only one half of a secret. It had partnered with we create an above 30 years of age, travel abroad at least two Radio One to draw listeners of English music. to three times a year and look for a luxury travel Condé Nast Traveller also partnered with the interesting theme experience. The Indian edition is the magazine’s restaurants featured in the issue. that is relevant to sixth. The first edition of the magazine was On the digital front, the magazine used its our readers..” launched in 1987 in the US. Apart from US and Facebook page, Twitter and Instagram, by running India, the magazine is being published in UK, OONA DHABHAR contests asking people to share their best secrets Italy, Spain and Greece. „ of India. [email protected]

HUNGAMA tagline because research concluded that children are constantly under pressure to study, don’t have access to playgrounds - when all they really De-stressing Kids want to do is have fun. So the channel has this challenging tagline, Hungama has a new tagline, a new Indian look ‘Hungama Machaya Kya?’ and is trying harder than ever to endear itself to An anthem has been launched which has an Indian feel, in line kids. News Bureau with the new packaging. The colors used in the packaging are ungama, the kids channel change: first is the new packaging bright - a combination of orange from the Disney UTV of the content; second is a tagline, and yellow that mixes well with Hgroup, recently refreshed something it didn’t have before; the funfair effect given to the the packaging, look and feel of the and third, to get live action on the channel’s packaging. It features channel. This is in line with the promotions. kites, bioscope, rollercoaster, wind- ongoing research that the network The channel, which gained wheels and marble playing contests. is doing. popularity on the back of the There are three parts to the Japanese anime, Shinchan, got itself a FRQWLQXHGRQSDJH>>

30 afaqs! Reporter, October 16-31, 2013

1(:60(',$ BMW Luxury Read The auto brand’s innovative print ads, in more than 10 luxury magazines, is aimed at reaching out to young Indians. By Devesh Gupta

ini, the car brand acquired by BMW in 2007 and launched in India in 2012, Mlaunched a print campaign spread across 10 luxury magazines. The campaign aims to strengthen the brand’s presence in India in the premium hatchback segment. The ads, in magazines such as Rolling Stone, Forbes, Fortune, Watch Time, GQ, AD (Architectural Digest) and others, are tailored to suit the readers of each magazine. For example, the ad in Rolling Stone magazine It mainly targets young Indians and people from shows a BMW Mini with a hairdo similar to that of affluent backgrounds. Elvis Presley, with the catch line, ‘The King Lives’. Koester adds that a Mini consumer can be a Another ad in the same magazine has the youth as well as a 65-year-old person. Rolling Stone-esque tongue attached to the front Currently, the car brand has three models in of the car, with the catch line ‘Move Like Jagger’. India, The Mini, The Mini Convertible and The In Watch Time magazine, the three models of the Mini Countryman. Instead of importing the cars, Mini sold in India are shown with the catch line, the company is bringing the parts and reassembling ‘Timeless Machines’. them in the BMW India facility at Chennai. Similar innovative yet distinct creatives featured Mini has been around since 1959, while the in all other magazines chosen for the campaign. other brands Mini One and Mini Cooper were Speaking about the campaign, Kay Koester, launched in 2001, with the Mini Cooper S and the executive creative director, Liquid Campaign India Mini Convertible models following in 2002 and (the agency that executed the campaign), says, “We 2004, respectively. wanted to create ads that could irritate the reader Some of the other models from the brand sold of these magazines and push them to find out what worldwide are - Mini Clubman, Mini Cooper exactly is there for him and read and get connected S Clubman, Mini Cooper D Clubman, among to the Mini brand. A simple car ad in these others. magazines would not have solved the purpose and Liquid Campaign is a full service German the reader would have ignored it.” agency, which has been operating in India for He informs that the brief from the client was the past three years. The agency handles the to create awareness, engage with the readers and BMW Mini account and Lufthansa (online bring them to the website or the toll free number communication) account in India. It has offices for inquiry. The idea was to break the automobile across Russia, China, Korea and other countries of advertising cliché and reach out to the people, in a The campaign began in December, 2012 and Europe and Asia. „ manner where they would pay attention. will continue through 2013 and some part of 2014. [email protected]

<< FRQWLQXHGIURPSDJH explains Prashant Madan, director, all at the same time.” creative services, Disney-UTV. In a couple of months, the De-stressing Kids... All the changes and packaging channel will also have all the voice- were conceptualised and overs by kids (boys, as the channel is The logo of the channel has been implemented in-house. Hence, the largely targeted at males), as opposed tweaked just a little to only add the investments aren’t high. to adults currently. tagline, since the channel already The channel aims at being a part From a programming has a logo with a windmill, which of kids’ personalities and not just a perspective, it will continue with suits the refreshed look. slice of their entertainment. local productions, movie premiers “We’ve looked at the traditional The packaging is being changed (Bollywood and animation), as well value that Hungama has. Basically, after three years. It’s stablemate, as Japanese anime. we stand for completely mad fun- youth channel Bindaas, gets a new For the record, Disney UTV mischievous and unapologetic. We look almost every year. Madan has four kids channels under its have stood by these values for a agrees that youth and kids get As of now, Madan adds, “We roof: Disney Channel, Disney XD, while. Now, we are taking a step bored with anything sooner, than want Hungama to represent this Disney Junior and Hungama (which forward. The tagline has come from do adults. This new design will be kid in the school group who is a was bought over by the company in an insight that this phrase is used extended to all the off-air activities role model for others. This guy is 2006). „ in almost every group of friends,” too. chilled-out, mischievous and fun, [email protected]

32 afaqs! Reporter, October 16-31, 2013

1(:60$5.(7,1* INTERBRAND BEST GLOBAL BRANDS Missing Names The absence of Indian brands in the recently released Interbrand Best Global Brands 2013 was conspicuous, despite large brand value size. Here’s why. News Bureau

fter enjoying leading position for GLOBAL SCORERS 13 years as a globally recognised Interbrand’s Best Global Brands 2013 brand, Apple has toppled Coca-Cola Rank Rank Brand Sector Brand % Change A 2013 2012 Value in Brand to become the leading global brand, this ($m) Value year. Google, another technology major, 1 2 Apple Technology 98,316 28% has pushed Coca-Cola, the most widely 2 4 Google Technology 93,291 34% recognised global beverages brand, to the 3 1 Coca-Cola Beverages 79,213 2% No. 3 spot. The startling finds were part 4 3 IBM Business Services 78,808 4% of the 14th Best Global Brands 2013 report 5 5 Microsoft Technology 59,546 3% released by global brand consultancy firm 6 6 GE Diversified 46,947 7% Interbrand worldwide on Monday. 7 7 McDonald’s Restaurants 41,992 5% Apple was at the No. 2 position last 8 9 Samsung Technology 39,610 20% year, while Google was at No. 4. With a 9 8 Intel Technology 37,257 -5% brands Porsche (No. 64, $6.471) and Nissan brand value worth $98.316 billion, Apple (No. 65, $6.203). But such is not the case. 10 10 Toyota Automotive 35,346 17% has appeared on Interbrand’s annual list When afaqs!Reporter asked why, since 2000. According to the list, the rising INDIAN SCORERS despite large brand value, Indian brand brands are Facebook (No. 52), Google Interbrand’s Best Indian Brands 2013 names couldn’t make it to the global list, (No. 2), Prada (No. 72), Apple (No. 1) Rank Brand Sector Brand Value ($m) Ashish Mishra, MD, Interbrand, explained and Amazon (No. 19). The 2013 list also 1 TATA Diversified 10,907 that Interbrand evaluated a brand as ‘global’ showed Discovery (No. 70), Duracell (No. 2 Reliance Diversified 6,247 based on a set of criteria. He said that 85) and Chevrolet (No. 89) as new entrant 3 Airtel Telecommunications 6,220 there must be substantial publicly available brands on the list. 4 State Bank Of India Financial Services 3,838 financial data. Secondly, the brand must Meanwhile, Nokia (No. 57), Nintendo 5 Infosys Technology 3,797 have at least one third of its revenue coming (No. 67) and Dell (No. 61) saw erosion of 6 HDFC Financial Services 3,277 from outside the country of origin. Thirdly, their value in percentage as well as ranks in 7 Mahindra Diversified 2,576 the brand must have a presence (to the just a year. Nokia, which held No. 19 rank, 8 ICICI Financial Services 2,571 tune of at least 5 per cent of its revenues) witnessed a massive 65 per cent dip in brand 9 Godrej Diversified 2,456 coming from North America, Europe and value, Dell (ranked No. 49 last year) saw 10 10 Larsen & Toubro Diversified 2,320 Asia Pacific. Fourth, economic profit for the per cent decline and Nintendo (ranked No. brand must be positive over the long term. 56 last year) recorded a dip of 14 per cent. And fifth, the brand must have a public BlackBerry and Yahoo! are off the list altogether. Interbrand Best Indian Brands 2013 report, which profile and awareness beyond its own marketplace, Interestingly, the top 5 leading global brands was released in July this year, Tata, Reliance and especially world’s top 10 GDP nations. are dominated by technology brands - IBM and Airtel occupied the top three positions. “While Tata, Reliance and Airtel might fit the Microsoft come in at No. 4 and No. 5 positions - Tata boasts of having $10.907 billion in brand first four criteria, they do not as yet have a public with the lone exception of Coca-Cola; perhaps, an value, which would ideally place the brand profile beyond India (and maybe, some of their indication of changing times and the way brands between Canon (No. 35, $10.989 billion) and Zara export markets). That is why Indian businesses create relevance in customers’ lives. (No. 36, $10.821 billion). Yet, that is the not the might have become global businesses but they’re However, what’s noteworthy is the absence case. Similarly, Reliance, with $6.247 billion brand yet to become global brands,” Mishra reasons. „ of a single Indian brand in the list. In its first value, could earn a place between automobile [email protected]

<< FRQWLQXHGIURPSDJH word: infrastructure. “The timing Business Standard that the company You have to grow it, gradually. For has everything to do with us having has invested `150 crore to increase any FMCG company, especially in to reach our optimal size, from an capacity at 14 of its plants across the India, the challenge always is sales Waking up to... infrastructure perspective, to be able country, apart from increasing its and distribution, and establishing a to take on a launch this large,” she sales and distribution infrastructure. robust network,” Chauhan explains. from a category worth `4,000 crore shares. While Parle Agro’s factories In broad strokes, there are two With the launch of Café Cuba, to a category worth `40,000 crore,” remain common across its product sides to infrastructure, namely, Parle Agro is looking to expand its she shares. distribution from the current figure Within CSD, Café Cuba is of eight lakh outlets to 1.5 million. It targeting a size of almost `1,000 crore Café Cuba targets consumers between will be available across metros, mini- to start with. Presently, Parle Agro metros and rural markets, in modern has a turnover of `2,000 crore. With 18-30 years, with ‘more evolved tastes’. trade outlets, corporate and college its re-entry into CSD, the target is canteens, multiplexes, airports, bars, `5,000 core. categories, this launch called for an factory and production capacity; clubs and restaurants. investment of almost 100 per cent and sales and distribution. “With A 360 degree marketing campaign WHY NOW? additional infrastructural capacity. factories, it’s almost like signing an (for which `50 crore has been hen asked what made now the Prakash Chauhan, chairman investment cheque and putting up earmarked) will be launched in Wright time to re-enter the CSD and managing director, Parle Agro, your line, but when it comes to February next year. „ space, Chauhan answers with a single stated in a recent interview with distribution, it’s far more than that. [email protected]

34 afaqs! Reporter, October 16-31, 2013

1(:60(',$ GAON CONNECTION A Newspaper that Talks The UP-headquartered weekly is gearing up to launch India’s first audio newspaper for its rural audience, to reach out to those who cannot read. By Devesh Gupta

aon Connection, the UP-based weekly this gap too. “We are planning to launch some shops, village haats, schools, panchayats and other paper catering to the rural populace, is all rural content on several GECs and news channels. touch points that witness large gatherings. Ggeared up to launch an audio newspaper There is hardly any content available, which is Currently, the ad and content ratio is very weak on the mobile platform, to reach out to those who informative and helpful, for rural areas on these as the paper does not believe in getting local ads. cannot read. channels,” he observes. Misra says, “We do not want local mithaiwalas. The audio newspaper will include voice stories Gaon Connection, which is a weekly newspaper, We look forward to associate with larger brands, filed by reporters, voice columns by experts and especially FMCG, and give them space for brand voice editorials by the editor. Gaon Connection integrations in our pages.” hopes to launch the new innovation in the next Gaon Connection also trains its distributors to four months. It has tied up with OnMobile, a be reporters for the paper. Misra explains, “A local value added services [VAS] company, to bring distributor can earn by not just distributing the the paper on the mobile phone platform and has copies, but also by reporting for the paper.” already developed the technology. It is currently in talks with telecom service providers, to offer the final output on different networks. “This will “National dailies The company plans to offer the audio paper to help us reach the consumer at a monthly subscription charge of have their own audiences who `25-30. agenda and forget Atul Churamani, head, content, OnMobile, are otherwise about rural India says, “Consumers will need to dial a specific difficult to number depending on the telecom operator they and rural people.” are connected to, which will lead them to a menu reach.” NEELESH MISRA where they can hear different options such as press ATUL CHURAMANI 1 for headlines, press 2 for editorials and so on. Readers can make a choice to hear the different news from there.” He adds that it will help reach was established in December, 2012, and in less than On the content side, the paper focuses on audiences who are otherwise difficult to reach. a year, has already reached a circulation of 10,000 relevant news such as information on crops, Speaking on the idea, Neelesh Misra, editor copies in UP and has begun operations in Delhi, loans, government schemes, schools, roads and and co-founder, Gaon Connect, says, that in rural Maharashtra, Bihar and Jharkhand. About 1,000 entrepreneurs. About the opportunity in content, areas of India, only 50 per cent of people can copies of the newspaper are currently circulated Misra says, “National dailies have their own read. “It is an important step that will help us to in New Delhi, Noida, Gurgaon, Faridabad and agenda and they mostly focus on the national news reach out to even those people who cannot read a Kaushambi - places which have more affinity to and forget about rural India and rural people. Even newspaper. This will also give us a strong presence the rural areas. if there is news on rural, it is mostly about crime in the rural areas,” says Misra. The 12-page coloured broadsheet is distributed or other negative news. We aim to break this and He adds that Gaon Connection also plans through the help of self help groups and Kissan inform people about the happenings in their city.” to come up with a single Clubs, across 45 districts Gaon Connection aims to be a daily newspaper number that allows access The audio paper of UP. Gaon Connection by 2014. It currently distributes around 4,000- across all telecom operators. delivers copies to these groups, 5,000 copies in Maharashtra, Bihar and Jharkhand Considering that there is will be available at a who further distribute them each. The marketing activity is mostly restricted a lack of specific television to readers in their areas of to word of mouth as the newspaper refrains from content for the rural areas, monthly subscription operation. The paper is spending big on campaigns. „ Misra is aiming at addressing charge of `25-30. mostly distributed at local tea [email protected]

an initiative

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From being identified as ACP Pradyumn on the streets to being hailed as the face of the channel, Satam’s and the show’s popularity is multiplying even after 16 years. By Raushni Bhagia

n a business where the life of a show is the face of their channel. The people is measured in months, if not weeks, at the channel are generous and warm. ICID is an oddity. It has been on Sony for 16 years and continues to do There was a rumour that you were well even as one generation of viewers quitting CID in December 2012. is replaced by another. On the occasion (Grins) A marketing stunt pays off well of its 1000th episode telecast recently, for the show sometimes. I have never afaqs! Reporter spoke to Shivaji Satam thought of quitting CID. who plays ACP Pradyumn, the face of the programme - and perhaps even of Several stars have appeared on the the channel itself. Excerpts: show as part of promotions. Has this compromised the quality? Could you recall the way things It’s nice working with them. We realise were in 1997 when the show was that even they are aware of our journey launched? and where we stand. It’s a compliment The industry was in its infancy; the to us that someone like Aamir, Akshay production quality was not so good. But or Kareena come to promote their films black and white had just been replaced through the show. by colour on television and viewers As for the story, it’s important that were fascinated by that. It was the era of the track involves the characters in the big serials like Ramayan, Kathasagar and film, played by these actors. What is Gul Gulshan. All of these were story- interesting is that even in the episodes oriented shows. There was no suspense which have film integration, these or thriller show except for Aahat. There actors don’t take centre stage. CID were just Zee, Star and Sony and the always remains in charge of the case. programmes were few. The evening No star wants to interfere with that. half-hour shows would all get over by 10-10.30 PM. We were all newcomers You have done supporting roles in to the Hindi scene. many films. How different are films from television, from an actor’s When did you realise that the show had the parents know that we play the good guys. point of view? become so big? Kids imitate us and play make-believe CID Films are magnified and huge. TV is a small We have always had amazing viewership ratings games. I feel we are blessed compared to even screen that is right there in front of the eyes. It’s right from the beginning. The only time we felt the biggest names in films. If children of the a different kind of experience. a punch in the stomach was when KBC (Kaun country love you, what else do you need? On stage, the acting has to be much louder, Banega Crorepati) was launched and the ratings the body language and the dialogue delivery fell. But then everyone was suffering from the Do you feel sometimes that ‘Shivaji Satam’ have to be a lot more pronounced. It’s because KBC syndrome. However, we survived. has been taken over by ‘ACP Pradyumn’? the person sitting in the last row has to feel the I have always been confident about the show. I don’t think so. The people who know me and character and get involved in the same way as Every time BP Singh (CID’s creator) would ask my theatre still recognise me as Shivaji Satam. the person sitting in the first row. me, ‘How many more years?’, I would reply, On which platform you are playing the role In film, when there is a wide shot, the body ‘Three’. But honestly, 15 years was never the makes it special, whether it’s on stage, on the language has to be similar to that in theatre. plan. For these things, you must always take one small screen or big screen. Once you are into When it comes to close-ups, it has to be like step at a time. We never tried to achieve this, we the character, you slowly start building it up, television. In fact, television is about close-up just enjoyed the journey. making it more unique and hence it becomes and semi close-up shots. Having learnt a lot of synonymous with the actor, at times. CID theatre, one has to use the eyes very well. Does the show still hold your interest? characters have become superheroes today. One can’t give up on a part of one’s life. It’s like There have been many changes in the asking Sachin (Tendulkar) whether he’s bored Apart from CID, most fiction shows on cast, especially among the women. Ashwini of batting. I don’t know what I would do if I quit Sony haven’t worked. Comment. Kalsekar left after six years. Smita Bansal, CID. We don’t think much about the routine That’s true. Even the channel agrees that CID Kavita Kaushik, Alka Verma and Megha things that we do, and suddenly when you look is their flagship show and that ACP Pradyumn Gupta went as well. Why was that? back one fine day, you realise, ‘Oh my God. It’s Maybe they get bored of the male-oriented roles. been 15 years!’ “One can’t give up on a part It’s natural because they are young and they The kind of love that I get from the audience have opportunities. CID is also very demanding is amazing. My team and I, we have become a of one’s life. I don’t know in terms of time. Only when they quit the part of so many people’s lives, especially that of show can they really find the time to pick up children. It’s beyond popularity. The children what I would do if I quit something else. „ aren’t stopped from watching the show because CID.” [email protected]

38 afaqs! Reporter, October 16-31, 2013 BLOCK YOUR DATES!

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Producing sketches or Exp: 5 - 8 yrs Exp: 5+ years storyboards or roughs or scamps Location: Mumbai Location: Mumbai print to communicate ideas to the Email: [email protected] Email: [email protected] client...... Exp: 1-2 yrs Post: Client servicing Post: Project Director – Shopper Location: Mumbai Company: Thoughtrains Designs Marketing Email: [email protected] Pvt Ltd Company: HR Central ...... Profile: Naturally passionate (9(1*22'&$1! Profile: - The Project Director Post: Account Manager about the job (communication/ serves as the key point Company: Base Communications Pvt advertising). Ability to understand *(7%(77(5 of contact for all client Ltd brief from the client and interaction. Responsible Profile: Working on 2 key brands, communicate the same to th day to day management of coordination with internal creative team, strong with accounts (including resource departments for managing a single followups, both with inhouse allocation,workflow, quality window solution within the agency, teams and the client side. Good control, tracking & invoicing) for the client. Effective day on day communication skills (written and and delights the clients with management including MIS. oral), a people’s person. Multitasker TO ADVERTISE, CONTACT: the quality of work. Works to Exp: Atleast 5 years and Team player anticipate problems and improve Location: New Delhi Exp: 3 - 6 yrs Abhilash Singh (Delhi & Mumbai) performance of the team. Coaches Email: hr@thebasecommunication. Location: Mumbai Ph: 09999989454 and brings best practice in client com, ashish@ Email: [email protected] Email: [email protected] service skills to the team thebasecommunication.com ...... Priyanka Foman Exp: 6 - 7 yrs ...... Post: Project Manager – Application (Mumbai) Location: Bangalore Post: Sr. Visualizer Development Ph: 09819984998 Email: [email protected] Company: Vasant Creative Catalysts Company: Social Wavelength Email: [email protected] ...... Profile: Minimum 2-3 years in a Profile: Managing Application [email protected] Post: Project Group Head – Digital reputed Ad agency. Development / Website Design/ To view other jobs in Marketing, Company: HR Central Experience in working with Outsourced projects. Single Media and Advertising, log on to: Profile: The Project Head serves software’s like Photoshop & point contact for various internal www.jobswitch.in as the key point of contact for Illustrator is a must. stakeholders as well as vendors Join us on : facebook.com/jobswitch all interaction with the client. Exp: Minimum 2-3 years Exp: 2-3 years This position has management Location: Mumbai Location: Mumbai

40 afaqs! Reporter, October 16-31, 2013

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

MEDIA Pandey, Arunabh Das Sharma, Neville Taraporewalla, Partho Das Gupta, Rajesh he media industry C K Harish Kumar Kejriwal, Abhishek Karnani, Manish Advani, Tdidn’t see much as COO. Kumar has Janak Sarda, Vishakha Singh, C V L Srinivas movement in the been with the company and Atit Mehta. last fortnight. Apart since last year as VP, Meanwhile, Tarun Chauhan bid adieu to from the IBF board sales and marketing. JWT. He will be shifting to Hyderbad to pursue re-election, there He will now be other opportunities. He was managing partner, were merely three responsible for driving JWT India and head major movements in sales and marketing of JWT’s Mumbai the industry. Post the initiatives, along with office. With 17 years annual elections of strategy planning and of experience in the Indian Broadcasting MAN JIT SINGH C K HARISH KUMAR spearheading the team industry, Chauhan Foundation last month, pan-India and paving has earlier worked Man Jit Singh continues the roadmap for the with Lowe Lintas to be IBF president for overall business. Kumar joined Public TV in 2012. (from where he joined a year. He will report to H R Ranganath, chairman and JWT) for nine years. The board members managing director. Kumar has about two decades He was instrumental also elected Rahul of experience in the media business. in setting up Lowe’s Johri (senior vice- Public TV is a Kannada language news channel, Mumbai office. FOTOCORP TARUN CHAUHAN president and general owned by Writemen Media. In other news, manager, South Asia Sanjeev Kapoor-led niche channel FoodFood Grey Group Malaysia and head of revenue, got a new CEO for the channel. S K (Raj) Barua roped in Lubna Khan, who was strategic pan-regional ad sales moves to the food and lifestyle channel from planning director at JWT India. She will now and Southeast Asia, Freemantle Media India, where he was managing be the head of planning at Grey Malaysia. She Discovery Networks RAHUL JOHRI director. will lead the strategic and planning functions Asia-Pacific) as vice- He quit the company after a stint of more than across various disciplines. president of IBF. Punit Goenka (MD and CEO of four years. She began her career in advertising in Zee Entertainment Enterprises) and Rajat Sharma In his career that spans over two decades, Barua 2007 with Rediffusion-Y&R and has also (chairman and editor-in-chief of India TV) have has worked with Discovery Communications for been associated with Cheil Worldwide and been re-elected as vice-presidents. more than 14 years, first as VP, finance for 12 years Wunderman International. Some of the brands Meanwhile, Sunil Lulla (MD and CEO of (1995-2007) and later as CFO, APAC. Khan has worked on include Samsung, Kao, Times Television Food Food, a joint venture between Astro All Microsoft, Nokia, LG and Airtel. Network) has been Asia Networks PLC (Astro) and Turmeric Vision Sanjay Shukla, elected as treasurer. (TVPL), has roped in Helios Media to handle its CEO of Percept Activ,

In one of the major ad sales duties. „ will now be taking SUSHIL KUMAR developments in the on an additional magazine publishing role by heading space, Chaitanya Percept and Percept Kalbag, who started ADVERTISING Entertainment. his second stint at the Shukla, who was India Today Group n the industry level, Srinivasan Swamy, earlier the COO of three and a half years chairman and managing director, R K Percept Activ, the

FOTOCORP O ago as the editor of four SUNIL LULLA Swamy BBDO was re-elected as IAA president. brand activation magazines (Business The Annual General Meeting also elected and below-the-line Today, Money Today, Hungama’s Neeraj Roy as vice-president and arm of Percept, was SANJAY SHUKLA Harvard Business Jaideep Gandhi and Monica Tata as treasurer elevated as the CEO Review and Gadgets and secretary, respectively. in December last year. and Gizmos), has Earlier this year, Swamy was co-opted as With this additional responsibility, Shukla decided to step down vice-president, development, Asia Pacific, on will lead a team of more than 200 people from his position and the global IAA Board. across India. His new role will comprise bid adieu to the group. Other members of the new managing giving strategic direction, enabling integration He will leave the committee include Pradeep Guha, Pheroza opportunities and expanding business for the organisation by the end Bilimoria, Kaushik Roy, Sam Balsara, Raj two companies. of October. Though his Nayak, Ramesh Narayan, M G Parameswaran, Shukla has close to 16 years of experience. „ three year contract with M V Shreyams Kumar, Kunal Lalani, Avinash the group ended in July CHAITANYA KALBAG this year, he continued MARKETING his stint to find a successor. He plans to focus more on writing books, he industry witnessed only one big increasing his web presence, teaching and Tmovement in the last fortnight. Firuza consulting. He started his career in 1974 and has Sharma replaced Kanchan Rizvi as the director, 40 years of experience. sales and marketing, at Radisson Blu. Before joining India Today for his second stint, Sharma has 18 years of experience in between 2008 and 2009, he was publishing director marketing and sales in the hospitality industry, with LexisNexis Butterworths, a publishing house, having worked with companies such as Leela and was responsible for many books for the bench Hotels, IHHR Hospitality, Lalit Hotels, Cox and the bar. and Kings and The Ascott. Her last assignment On the television front, Public TV promoted SRINIVASAN SWAMY MONICA TATA was at The Ascott. „

42 afaqs! Reporter, October 16-31, 2013