November 1-15, 2014 Volume 3, Issue 11 `100

A bunch of little-known brands have found a platform in the new NEW sports leagues. PLAYGROUND

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22 6 ADVT.

PROFILE RAYMOND Rameet Arora The Complete New Man Zomato’s new CMO is an Two new films address the ‘instinctive’ marketer. man of today’s world. WHEN ONE OF THE WORLD’S BIGGEST ENTERTAINERS VOUCHES FOR ANOTHER... “ That was amazing! " ...it's called - - Shahrukh Khan The Keelan Leyser Magic!

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His recent show, which was webcasted live worldwide, was to launch the music of King Khan's latest movie 'Happy New Year'.

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This fortnight... Volume 3, Issue 11 thoroughly enjoyed watching Mary Kom. Would anyone have bothered to make a film like this, say, five years ago? I doubt it. EDITOR I Sreekant Khandekar November 1-15, 2014 Volume 3, Issue 11 `100 Cricket’s long shadow on other sports has been the subject of much lament. Don’t PUBLISHER A bunch of little-known brands have found a platform in the new the achievements of Viswanathan Anand rival those of Sachin Tendulkar? What about Prasanna Singh NEW sports leagues. PLAYGROUND Saina Nehwal and the always-on Leander Paes? Cricket is played in only about a DEPUTY EDITOR dozen countries whereas games like tennis and chess are popular across the world. And Ashwini Gangal yet within India the only real stars play cricket; everyone else is an also-ran. SENIOR LAYOUT ARTIST Vinay Dominic Now suddenly, a bunch of alternatives is upon us. A badminton and a hockey PRODUCTION EXECUTIVE league were launched last year; this year kabaddi’s extraordinary popularity has stunned Andrias Kisku everyone. How did a sport that most youngsters haven’t even seen, capture the public ADVERTISING ENQUIRIES imagination and reach 435 million viewers? To top that, 170 million Indians watched Naveen Arora 18 (0120) 4077803, 4077866 football within the first week of the Indian Super League last month. 22 6 ADVT. Noida Cricket finally has competition. Even in Delhi streets, cricket apart, I see many Pradeep Hegde children playing football and, within gated communities, basketball. How did this come (022) 40429702-5 PROFILE RAYMOND Rameet Arora The Complete New Man Mumbai Zomato’s new CMO is an Two new films address the ‘instinctive’ marketer. man of today’s world. about? [email protected] At the heart of this transformation lie media and technology. Satellite TV and the MARKETING OFFICE rise of direct-to-home allowed broadcasters to launch a number of sports channels that B-3, First Floor, Sector-4, covered less popular sports. Viewers were relatively few – but what they lacked in numbers, they made up in passion. Noida-201301. Tel: (0120) 4077800. If television whetted their appetite with world class sports, social media gave them an opportunity to congregate with MUMBAI like-minded people and to share their excitement about the game. 501-502, Makani Center, 5th Floor, Off Linking Road, Bandra (W), Local newspaper editions and radio stations played a role too. They encouraged their audiences to think local, Mumbai - 400050 helping them identify with the league team that represented their city or region. Tel: +91-22-40429 709 - 712 SUBSCRIPTION ENQUIRIES Cricket had one other thing going for it: great business minds were always at work trying to figure how to create Akhilesh Singh excitement. Who else would have thought of using Mandira Bedi, who played the bimbo superbly to entice first-time (0120) 4077837 viewers of the game? Or thought of importing an alien concept like cheer leaders? Or even getting film stars to own [email protected] teams? Owned by Banyan Netfaqs Pvt Ltd and Printed and published by Those same skills of showmanship are now being applied to other games, adding the dash of glamour that they so Prasanna Singh, sorely needed. The Indian field looks more exciting than ever as even more games come out of the closet. 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 Sreekant Khandekar Cover Illustration [email protected] Vinay Dominic CONTENTS 28 24 PLUS

SNAPDEAL Story Behind 40 TVCs 10 HD CHANNELS A Dummy’s Guide LENOVO High-definition feeds 14 on television are rising. Unboxing on Twitter What is HD? VIRAL NOW Vogue Utopia 16 INTERVIEW 12 7 Abhijit Avasthi STAR PLUS The outgoing NCD of Ogilvy Aiming High 20 India on his departure. KANTAR MEDIA ZOMATO 16 In Two Boats 26 A New Heart PEPSI KIT KAT STAR SPORTS The popular online Pre-Diwali Tearjerker Out-of-the-world Break restaurant guide has a change Pepsi’s Diwali message: You can take a break anywhere, Bringing in the Top Guns 26 of logo - and heart. “Celebrate at home.” says this ad.

afaqs! Reporter, November 1-15, 2014 5 $'9(57,6,1* RAYMOND The Complete, ‘New-Age’ Man Raymond rolls out two new ads, one of which subtly flirts with the concept of stay-at-home dads. By Saumya Tewari or years, fabric manufacturer Raymond has kept its advertising true to its brand statement, FThe Complete Man. Each ad released under this umbrella thought explored a different aspect a man’s personality and relationships - be it with his elders, romantic partners or pets. Each ad ended with the brand’s signature tune, accompanied by a voice over that says, “The Complete Man.” Keeping the tradition alive, Raymond has “FRESH” AND “RELATABLE” released two new commercials, crafted by the Raj Jayanto Banerjee, national planning director, Kamble-led creative agency, Famous Innovations. Hakuhodo Percept, terms the ads “fresh” and One, titled ‘Letting Go’, captures the emotions “well executed.” The films, he points out, are of a middle aged father towards his adolescent “typically Raymond” in terms of the style and daughter. The film tries to capture that fateful overall treatment, but he can’t help wondering moment when he is faced with the reality that whether they might just be “too soppy for some.” some day he has to let go of daddy’s little girl, who “I loved the ‘Letting Go’ ad’. As a father of a 16 year old girl, it connects with me perfectly,” he shares. He puts the core TG of the campaign The two films highlights at 35+ years. Does the brand need to become younger, though? “No... it just needs to stay the relevance of Behl (left) and Kamble: the new generation relevant to its core.” Others have a different view. Raymond’s Complete To Abhishek Dey, unit creative director, Lowe Famous Innovations, says, “These two ads are Lintas, the ads are “a decent attempt.” He feels Man in today’s world. more progressive and contemporary than what we Raymond was a “cool brand” back when men have seen earlier.” were sole breadwinners - back when ‘macho’ was will inevitably be lured into the big bad world by For most Indian fathers, he explains, “letting a good word. her peers. This film has been directed by Abhinay go” of their daughters is synonymous with “It was cool to be a brand that’s ahead of its Deo of Ramesh Deo Production. marriage. “But today’s 13-14-year old daughters times, and showcase the softer side of masculinity. The second film, ‘Being There’, features a are more independent than they used to be, and But not anymore,” he opines, going on to suggest young, working couple, parents to a little baby. In The Complete Man is one who understands,” he that Raymond would do well to portray men as the ad, the husband volunteers to stay home and says, adding, “This film wouldn’t have worked “instinctive, playful and fun,” just the way it did take care of the baby so that his wife can meet her 10 years ago. It’s for today’s ‘Evolved Complete in its ‘Sangeet’ TVC, in which a man is shown professional commitments. The film is directed by Man’.” About the husband-wife film in particular, brightening up a celebratory gathering by playing Prakash Varma of Nirvana Films. Highlighting the Kamble says, “The unique situation of the husband some spunky music and dancing with a woman timeless relevance of the brand proposition, Sanjay deciding to stay at home while the wife goes to who, it turns out, is his wife, and mother of their Behl, CEO of Raymond, says, “The new brand work, is relevant today and wouldn’t work for our four year old child. “We need a complete man film, with its refreshing insight builds relevance older generation.” who is more a man of action rather than of slow- for ‘The Complete Man’ in today’s context.” The media mix includes cinema, digital, print motion,” Dey sums up. „ Raj Kamble, founder and chief creative officer, and outdoor channels. [email protected] $'9(57,6,1* KIT KAT Out-of-this-World Break In its latest, pre-Diwali digital commercial, Kit Kat India captures the emotions of a happy, yet homesick, astronaut. By Saumya Tewari and Satrajit Sen

few months ago, an aerial pic- the brand with an opportunity to ture of an illuminated map “send across an emotional message Aof India went viral. Touted to those who are away from home, as an outer-space photo of India on by urging them to take a break from Diwali night, the image was actually their daily routines and connect with the morphed result of several super- their loved ones.” imposed NASA-owned pictures. Kit Says Saurabh Saksena, sen- Kat’s latest, pre-Diwali film is vague- ior vice president, JWT, Gurgaon, ly reminiscent of this photograph. “The brand communication codes The four minute-long online are still the same. The protagonist commercial captures the emo- takes a KitKat break when faced with tions of a lone astronaut (played by boredom/monotony, consumes the actress Rupa Bargaonkar). Crafted bar and gets a delightful, out-of- by JWT and directed by E Suresh of this-world break, which cheers her Eeksaurus Films, the film - or music up.” The song has been written by video as the brand team is calling it - Swanad Kirkire, the music composed is set inside a spacecraft. The young by Sameeruddin, and it has been Indian astronaut is shown inhabit- sung by 15-year old Jasleen Royal. ing it for months. Then, one fine Long-format, emotion-heavy sto- day, it’s Diwali. She peeps out of the rytelling on digital media appears to window as the spacecraft moves over be the preferred choice of brand mar- India and beholds a gorgeous illu- keters. A recent example is Pepsi’s minated country-scape as the nation seven minute-long Diwali film, also celebrates its festival of lights. by JWT. “The concept of digital She unwraps her Kit Kat bar in films,” opines Chraneeta Mann, the traditional ‘Kit Kat way’, one national creative director (regional), that viewers are used to seeing in ads Rediffusion-Y&R, “is a trend that is released by the brand. The film went catching on fast.” She cites Pepsi’s live on YouTube on October 17 and Back to School and Nescafe’s recent has since fetched over three lakh stand-up comedian films as examples views, 75,000+ likes and 12,500+ to support her view. Typically, once the “digital experi- ment” is received well online, it gets “For decades, shares. The Twitter hashtag #MyDiwaliBreak is “that nod of approval from clients.” also part of the campaign. That’s when edited versions of the films are broad- Kit Kat has been cast as TVCs. According to Pratik Gupta, director, synonymous with FLIGHT FROM TRADITION new business and innovations, FoxyMoron, a digi- ‘breaks’. We are it Kat’s commercials typically bear a certain tal agency, more than being emotional, the Kit Kat Kdegree of perkiness and a strong ‘fun’ element. video scores on the timeliness factor, referring to urging everyone to What prompted the brand to opt for this sort of India’s recent mission to Mars. take a break.” serious, cinematic storytelling this time around? Says Senthil Kumar, national creative direc- Mayur Bhargava, general manager, chocolate and MAYUR BHARGAVA confectionary, Nestlé, admits that Diwali presented FRQWLQXHGRQSDJH>> 35(6(176 &$03$,*175$,/

New campaigns across television, print, out-of-home and digital media. TELEVISION

ALPENLIEBE JUZT JELLY KINLEY CHEVROLET SAIL Unfolding in a unique visually-stunning jelly world, the The brand’s campaign Boond Boond Mein Sachchai The campaign shows a father deciding to surprise his campaign features characters made out of malleable highlights the importance of trust and transparency in young son with a Chevrolet Sail on his birthday. After jelly. They face everyday inane situations that surprisingly relationships. Launched on the heels of Kinley packaging seeing the car, the excited son forgets about his birthday become exciting in the jelly world aptly capturing the getting a new visual identity in India, the ad showcases an and calls the day as ‘‘New Car Day’’ reflecting that theme ‘Jelly ki duniya, mast duniya’. honest bond between a daughter and father. Chevrolet cars gives immense happiness and adds to the day or moment one is celebrating.

Creative Agency: McCann Creative Agency: Ogilvy & Mather Creative Agency: Commonwealth PRINT

AMUL The dairy cooperative brand recently released a print advertisement around PM Narendra Modi’s visit to Siachen DNA VARMORA SANITRYWARE on Diwali. The ad shows AMUL Girl dressed as armed The Maharashtra-based English newspaper kickstarted a The sanitaryware brand launch a print campaign to personnel along with PM Modi and other army officials. campaign on Diwali showcasing how it broke some of the announce the near future launch of its range which is important news after its repositioning. It used the same curvaceous in design. The ad was released in major headlines in the creatives to promote the word. newspapers of the country.

C CCreative Agency: One Advertising and Comms. Creative Agency: DaCunha Communications

Got some great campaign that has been published recently? Upload it on afaqs! for the world to see. Visit: www.afaqs.com/advertising/creative_showcase NEEDD ANOTHEROTHERR REASONRREASON TOO PICKPPICCKK KERALA’SKEKERRALRALA’’S NO.1NOO..11 DAILY?DDAIILYLYY? $'9(57,6,1* SNAPDEAL.COM The Story Behind the 40 TVCs Snapdeal’s much talked about 40 TVC plan was a crazed race against time and “a media planning nightmare.” We spoke to the people who made it possible. By Sohini Sen

ow is an ad film created? Sleepless nights for creative agencies, production houses, Hmedia planners, and the brand team itself. And yet, ecommerce site Snapdeal decided to amplify the madness 40 times over... by planning a campaign with not one, not two, but 40 TVCs. Diwali, it turns out, is the festival of noise, both off and online. In a move to outshout its competitors, Snapdeal decided to play the volume game - no pun intended - to lure pre-Diwali shoppers. Thus, the grand plan to create 40 TVCs starring 28 celebrities (mostly ‘GEC celebrities’, if you will) was hatched. They include TV stars like Palak and dadi (popular characters from Comedy Nights with Kapil, Alok Nath (Bollywood’s eternal Babuji), cricket expert Harsha Bhogle, and actors like Rana Daggubati, Radhika Apte, Krushna Abhishek, Pulkit Samrat, Rashi Khanna was the fastest turnaround job for Offroad Films props and lights added to the flavour. Since the use and Lavanya Tripathi. which went smoothly enough to have 15 films of celebrities was the big draw, mid and close-up Though most of the celebs are faces that ready to go on-air even before the rest were shot. shots were used, explains Malhotra. However, he is rule the Hindi GEC space, the commercials are “More than just the number of TVCs, it was the quick to add that because it was equally important being aired on channels other than Hindi GECs. number of stars, with their different storylines, to show the ambience, “a certain number of wides Snapdeal TG includes the “upwardly mobile” different sets and different costumes - along with (wide shots) were used too.” from smaller towns across India - people who are the fact that everything had to be taken to market “The biggest challenge for us was quickly just about beginning to shop online. This is why very quickly - that was a hassle,” says Bachooali. switching from one film and target audience some of the ads feature faces otherwise seen on The team was being led by just one director, to another completely different one,” admits regional GECs. Punit Malhotra. “The films have been directed Bachaooali, adding, “At one point we were Of the 36 videos already doing the rounds (the keeping the characters in mind, not the actors,” shooting with Rana (Daggubati, Telugu actor) rest will follow), 21 are in regional languages (at Malhotra says. The backdrop and costumes are and Alok Nath on four different sets, back to back. While one actor was changing his costume, we would go and shoot with the other, and then come back to shoot with the first one, on a new set, while the other one changed his outfit... We travelled 3,500 km from North to South within minutes!” This technique allowed the production team to shoot all the campaigns within five days, and wrap up the post-production work over the next 20-25 days. On an average, they took an hour to shoot each film. Compare this to a normal one- film campaign: it takes anywhere between an hour to a day to shoot a single ad film. Bachooali, Malhotra, Bhatnagar and Tandon: getting the act together The campaign required new sets for almost all the stars. In all, 33 sets were built for all 40 films. least four each in Tamil and Telugu). None of Diwali-flavoured, quite visibly so. His team used Though some sets were repeated across films, the the ads is dubbed; all have been shot separately. “high definition printouts,” on a vinyl (plain) props were changed. Each of the 40 videos was The production team hired the services of four background, which were then re-coloured to give not based on an entirely new concept. Rather, the professional “language supervisors” for this what he calls an “animated” feel to the video. Real videos were crafted around few key points such as campaign. extra savings, buy-one-get-one offer, bumper sale and the promise of product originality. However, THROUGH THE PRODUCTION LENSES Such ‘bulk campaigns’, some of the bigger stars like Nath, Palak and n the production side of things, it was ensure that the maximum Daggubati, appear in more videos than the others O“strategic thinking” that made this feat - Snapdeal’s way of cashing in on their popularity. possible, we learn from Khalil Bachooali, founder, people end up catching “Snapdeal is now in the big three. What we do Offroad Films, the production house that executed the mammoth campaign. He informs that this some of the commercials. FRQWLQXHGRQSDJH>>

10 afaqs! Reporter, November 1-15, 2014

$'9(57,6,1* PEPSICO A Pre-Diwali Tearjerker PepsiCo’s latest warm-and-fuzzy digital campaign resonates with lakhs of young Indians faced with professional commitments around Diwali time. By Saumya Tewari and Prachi Srivastava

or granted. Memories of food, love and home rekindle this realisation.” PepsiCo has also tied-up with SnapDeal.com for the sale of Manish Arora-designed Kurkure gift packs. Through Gharwalidiwali.com, a branded microsite, the company is giving consumers a chance to send Kurkure gift packs home to their families this Diwali. The Twitter hashtag #gharwalidiwali is where people can share their most heart-warming, family-centric stories. To Kushal Sanghvi, business head, Reliance Entertainment and Digital, this is an emotional film that tries to connect with youngsters who stay away from their parents and are busy taking on worldly challenges. “But for the simple challenges in their life, the presence of their parents is irreplaceable,” he says, adding, “The brand has made it very relatable to its TG... that’s what makes it ‘sharable’.”

epsiCo, the usually loud and peppy brand, has released a seven minute-long digital- “There are “We wanted to Ponly film (#GharWaliDiwali) that tugs at moments when help people relive the heartstrings of every young professional who has inadvertently hurt his/her parents by choosing we realise that moments which work over family around occasions like Diwali. we aretaking our often get missed The most striking part of the YouTube film is family or parents in our always-on the ever-so-subtle branding. The product demo shot that Indian viewers are all too familiar with for granted.” lifestyle.” - (read: branded cola bottles being hoisted and SONIA BHATNAGAR RISHI DOGRA drained) - is conspicuous by its absence. Crafted by JWT and directed by Vikramaditya Motwane (the director of Lootera), the film tech-savvy, always-connected consumers who stay For Sanghvi, the only downside is the length introduces viewers to Piya (played by actress in touch with their families through technology of the film. Meanwhile, for Vistasp Hodiwala, Geetanjali Thapa), a young working mother. but miss out on priceless physical proximity. founder, Underdog Communications, the Just like every other independent-yet-dependent Babita Baruah, senior vice president and executive campaign manages to hold the viewer’s attention youngster, she is the type who reaches out to her business director, JWT India, believes that while for seven long minutes, something that is “a tough parents - over calls, video chat and social media technology helps bring families closer, it can’t proposition.” He applauds Pepsi’s decision to - for every little thing, be it relationship advice, replace the true joy of “homecoming.” “Nothing break out of its usual format and do away with the recipes or mundane troubleshooting. Her parents can replace that love and warmth,” she says, “This product window, something one is used to seeing film is a calling to all of us to come home.” at the end of every second TV spot out there. The Sonia Bhatnagar, executive creative director, TG, Hodiwala infers, is the “heavy social media “Nothing can JWT India, says, “There are moments when we user.” And it’s this very segment that the brand is replace the love realise that maybe we are caught up in our banking on to help the video go viral. „ own lives to the extent of taking family/parents [email protected] and warmth of homecoming. This film is calling all of << FRQWLQXHGIURPSDJH easy on the ‘branding brand connect, product us to come home.” element’ in digital films of presentation and creative BABITA BARUAH this kind, and the product execution. However, the Diwali in Space per se seems to be taking a subtlety hasn’t gone down well tor, JWT India, “At the heart backseat. FoxyMoron’s Gupta with everyone. Rediffusion’s are upset when she tells them she can’t make it of the story is her experience comments, “Less visibility Mann feels that the film is home for Diwali, for the second consecutive year. of taking a Kit Kat break, one of products in long-format low on the ‘relatability factor’ What happens next is best left to the audio-visuals. that brings tears of joy, as “her digital stories has become the and lacks relevance in the lives PepsiCo India’s head of digital marketing, Rishi country, of a billion people, is standard practice for brands of consumers, quite unlike Dogra, says, “The joy of celebrating any occasion wishing her with lights.” nowadays.” According to the struggle of a stuttering with your family is unmatched. This Diwali, we Vineet Bajpai, Group CEO, comedian (Nescafé) and wanted to cherish this affectionate bond and help LOST IN SPACE TBWA India, the film is the nostalgia of high school people relive these moments which often get arketers have been “refreshing,” on several fronts buddies (Pepsi). „ missed in our always-on lifestyle.” The film targets Mgoing noticeably - topical storyboard, emotional [email protected]

12 afaqs! Reporter, November 1-15, 2014

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LENOVO << FRQWLQXHGIURPSDJH The Story Behind... ‘Unboxing’ on Twitter now must match our ambition. While ideas floated around, we needed to do something To drive conversations around Yoga Tablet 2, Lenovo leveraged the that is not just informative but entertaining too,” said Sanjay Tandon, chief operating virtual clout of four ‘Twitter Influencers’. By Satrajit Sen officer, FCB Ulka, the creative agency behind the campaign. he use of social influencers is beginning to gain PLANNING NIGHTMARE Tpopularity among brands. alking about the campaign, Ashish Take the recent example of TBhatnagar, managing director, North, Lenovo. The computer technology Omnicom Media Group, tells afaqs! Reporter, company, that has been active on “ If I say the challenge for planning two-three social media since 2010, roped TVCs is at 100, this would have easily been at in four Twitteratis, or Twitter 180-200. Most of these challenges are related celebrities, to drive social media to algorithmic planning.” conversations around the launch of Bhatnagar explains that in a “multiple the Yoga Tablet 2. creative scenario” such as this one, planning The campaign, #Yoga2bfree, and scheduling become the central was based on the concept of challenges. Each TVC’s effectiveness can ‘Unboxing’ one’s life from the be measured by a resultant increase in shackles of restrictive technology. organic traffic/sales. Thus, getting the best The video and storytelling-based campaign borrows its concept from the phenomenon of ‘unboxing’ gadgets that first became popular in 2005. Participants were required to leverage clues given to them by the four ‘trapped’ Twitteratis and eventually help them gain freedom. The tablet was launched on October 16 and the campaign ran on Twitter for three days before the launch.

same. We needed to do something different in messaging per geography becomes critical. order to make this product a success. We listened to In all, over 1,300+ TV spots were booked our customers and came out with a unique design (per day), of which 200-300 spots (per day) element. The campaign was a way to communicate were for the regional ads. The rest were for the advantages of those design elements.” the Hindi ads. The TVC was supported by For the record, the growth of tablet sales has digital, OOH and print ads. been slow in 2014, as the new crop of hardware buyers is turning to alternative devices, and VIEW FROM THE OUTSIDE existing users are finding ways to extend the life itender Dabas, executive vice president, of the tablets they already own. According to the Jplanning, McCann Erickson, says, “To International Data Corporation (IDC), in April- me it looks more like a media strategy than a June 2014, the India tablet market (shipments) communication strategy... an attempt at media Within two days of its launch the campaign stood at 0.8 million units, representing a year-on- domination through celebrity faces and carpet received eight million impressions on Twitter year drop of 32.8 per cent, compared to April-June bombing. When multiple TVCs are used, the and 15,000 engagements on Facebook. While pre- 2013. intent is to extend a single message through launch buzz was generated on Twitter, the brand Choudhuri attributes this lull to the “lack of multiple executions, but here it doesn’t seem advertised in leading print dailies on the day of the innovation in product design.” He is hopeful Yoga to go beyond announcement. I don’t see the launch. The digital agency behind the campaign 2 will help his brand change the trend and lure continuity thread across these executions.” is Experience Commerce (EC). The influencers new consumers into the tablet market. Of course, one can’t deny the fact that include actor Ashwin Mushran, Lenovo is offering three sizes such ‘bulk campaigns’, apart from being cost- gadget guru Ankit Vengurlekar, and operating systems for people to effective, also ensure that maximum people film reviewer Mihir Fadnavis and pick from. Besides Android models end up catching at least few of the commercials. food blogger Kalyan Karmakar. (20.32 cm, 25.65 cm and 33.78 cm) Others feel this might be the start of a bigger, Sandip Maiti, CEO and chief consumers can, for the first time, flashier trend in the e-commerce space. creative officer, Experience opt for a Windows model (25.65 Still others decode this as a blind quantity- Commerce, says, “This campaign cm) too. The new range includes over-quality play. McCann’s Dabas cautions, is designed to raise awareness about the following features: Dolby “Much of what is happening in the online how you can free your life from Wolfson HiFi audio, 8MP rear and retail space right now involves venture capital restrictive technology, and discover 1.6 HD front camera, Intel Atom being burnt to outshout competition. It could a brand that promises to adapt to Processor Z3745, battery power of be bringing a lot of online buyers, but I don’t you.” upto 18 hours, and multiple mode think it has started building differentiated Bhaskar Choudhuri, director, options like hang, stand, hold and brands yet. This would be a very expensive marketing, Lenovo India, says, tilt. „ strategy in the medium-to-long term.” „ “Today, almost all tablets look the Choudhuri: bucking the trend [email protected] [email protected]

14 afaqs! Reporter, November 1-15, 2014 ADVERTISING Yahoo brings it together. All the ad solutions you need. All in one place.

Premium • Audience • Native • Search • Video asia.advertising.yahoo.com ',*,7$/ ZOMATO VIRAL NOW Zomato’s New Heart Vogue’s Utopia The online restaurant guide has re-done its logo and revamped its Vogue India’s latest digital website. A quick look at the brand’s big re-design push. By Satrajit Sen campaign holds a mirror up to our far-from-perfect ix years ago, a little experi- Twitter user likens the shape society. By Sohini Sen ment resulted into what we of the new heart-shaped logo Snow know as Zomato.com, a to an oft-used modern day hat should a lady do if she is popular online and mobile ‘restau- symbol of profanity. The stranded on a deserted road at rant discovery service’. The brand, experts, though, give the Wmidnight, with no visible public founded by Deepinder Goyal and effort a thumbs up. Sujata transport options? Common sense, at least Pankaj Chaddah, has unveiled a new Keshavan, chairperson and of the Indian kind, dictates that she should logo and has revamped its website. executive creative director, first make a few calls and ensure help is This is the first big re-design exercise Ray+Keshavan, a WPP- on the way. And not befriend a group of on part of the brand since its incep- owned design agency, uses unknown men who offer to help. tion in 2008, barring its rechristening the words “fresh”, “warm”, But questioning this basic premise is from Foodiebay to Zomato in 2010. “friendly” and “international” a video titled ‘Going Home’, directed The new look is the result of a to describe the new logo. by Vikas Bahl (director of the Hindi collaborative effort between Helvetic “It encapsulates Zomato’s feature film Queen. Part of Vogue India’s Brands, a Switzerland-based brand brand positioning, that is #VogueEmpower campaign, the film consultancy, and Zomato’s in-house centered on the love of food, features actress Alia Bhatt. creative team. very effectively,” Keshavan The video opens with a scene of Bhatt reviews, adding, “A pictorial driving down a deserted road at night; she DESIGN DECODED logo that combines a is telling her mother, on the phone, not to hile the old logo was centered on the brand heart with a fork is very easy to recall and will be worry. However, as soon as she ends her Wname, the new one is a picture of a fork- memorable.” The new logo tells a story; its emotional conversation, her car breaks down, leaving stabbed heart. While previously, the app logo was a quotient is higher.” her stranded in the middle of the road... capital ‘Z’ (for Zomato) and was then followed by the For a brand like Zomato, one that’s more of a and night. She notices a car full of men entire name of the brand, it’s this new heart that now ‘facilitator brand’ than the end product/service per dominates foodies’ mobile screens. The red-and- se, how important are the design elements (like the white colour scheme remains largely unchanged, logo, colours and mobile icon), really? To Keshavan, though. So, what prompted the design overhaul? it’s not about whether Zomato is a facilitator brand According to Goyal (CEO, Zomato) the new logo or the actual end product. “Millions encounter and transcends languages and cultures and captures the experience Zomato every day,” she explains, “The “story of people and food.” visual identity is very important because it is a sig- The rebranding has begun nature of the brand, and an reflecting across user touch-points; important part of the brand people typically interact with experience, that helps convey Zomato’s ‘elements of branding’ the personality of the brand.” on the company website and more It helps answer questions importantly, through the mobile app. like ‘Is the brand young?’, The new design is also visible across ‘Is it approachable?’, ‘Is it offline touch-points, like in-restau- efficient?’, ‘Is it smart?’, ‘Is it rant merchandise, across the world. international?’... and so on, Rameet Arora, chief market- she insists. approaching slowly. But instead of getting ing officer, Zomato (and former Many Zomato consumers scared, she gets down and asks them to help McDonald’s hand), says that it is his are most likely to encounter her fix the problem. team’s mission to take this new logo the new logo on their mobile The tension builds when they fail to global. “For starters (pun intend- screens. Though there’s fix her car, and she gets into their car, ed), our website, apps, offices, BTL no change in the product requesting them to drop her home. They (below-the-line) material, email sig- offering, can the sudden do so and she hugs them goodbye. As she natures, social media platforms and presence of a new, unfamil- happily walks towards her home, these car stickers will carry the new logo. iar icon on the mobile screen words appear on the screen: ‘Impossible In time, we plan to have our ‘heart’ adversely affect the brand’s in the real world. Can we give her the plastered across the globe.” He adds, user-friendliness? world that she believes exists?’ Released on “Zomato is available in 16 coun- Ramesh Srivats, man- October 17, the video has garnered over 2.5 tries and five languages. As a global aging director and CEO, million views on YouTube. brand, we felt the need for a logo TenTenTen, a digital prod- A second video titled #StartWithTheBoys that transcends language, culture and ucts firm that creates apps, - directed by Vinil Mathew and released on geographical boundaries.” feels that users will simply October 21 - garnered nearly three lakh learn to live with the new YouTube views. It rejects the phrase ‘boys IS ZOMATO’S HEART IN THE logo. “Lots of big brands don’t cry’. It leverages actress Madhuri RIGHT PLACE? change their logos and users Dixit’s popularity to encourage people to omato’s new logo seems to have gradually get used to that. In adopt a new phrase instead - ‘boys don’t Zreceived all sorts of feedback. Zomato’s case too, the same make others cry’. The context is domestic Sample this, for instance: While will happen.” „ violence. „ most have appreciated the design, a Goyal (top) and Arora: global touch [email protected] [email protected]

16 afaqs! Reporter, November 1-15, 2014

SPORTS ADVERTISING VINAY DOMINIC The advent of new sporting leagues has given a bunch of little-known brands the chance to own teams and get a low-cost advertising platform. By Devesh Gupta

n the last two years, sport of the non- like a Parle, Airtel, Vodafone or Hero Motocorp. that on-ground sponsorship spends on cricket cricketing variety, has seen some interesting The last two, incidentally, are the main sponsors alone in 2013 was `508 crore while the team developments. A revival of hockey and football, of the Badminton League and Hockey League sponsorship was just over `600 crore. the rise of badminton and the comeback of the respectively. Ashish Chaddha, CEO of Sporty Solutionz, the Inear-forgotten kabaddi are attracting advertisers organisers of the IBL and a commercial partner who cannot afford cricket. :+$7¶6,1,7)257+(0" of Badminton Association of India, says, “This The era of leagues has begun in earnest. rinivas Sreeramaneni, owner of Telugu Titans, is experiment time, but brands still see the value Following cricket’s IPL, now there are the Hockey Sa team that plays in the Pro Kabaddi League in them.” Another interesting aspect the team India League (it is in its third season this year), (PKL), says, “I think opportunities like PKL are owners pointed out was that most of them joined the Indian Badminton League (set up in 2013), good because sports enthusiasts like us can own a the leagues to promote the sport. “We wanted to football’s Indian Super League (2014), the Pro team here, and others who wish to be connected support hockey, the national game,” says Amar Kabaddi League (2014) and the World Kabaddi can join in as sponsors and reach out to their Sinha, CEO, Delhi Waveriders, the hockey team. League (2014). The Champions Tennis League is target audience.” Is it because these regional Sreeramaneni points out that if Japan could get expected to kick off sometime this month. Other brands have a chance to be national? “Instead of judo into the Olympics, kabaddi can get there too. sports could follow. classifying them as local and national, I would “But it’s a Herculean task. Kabaddi is a great sport Fittingly, these IPL-styled leagues are attracting classify them as traditional and non-traditional to be involved if presented in the right way, and a new set of advertisers, most of whom have never advertisers in sports,” says Vinit Karnik, national when Star came onboard, I decided to join. If it used sport as a marketing platform. It is still early director, entertainment, sports, and live events, was played on mud and from where it cannot be days but will the trickle become a wave? Have GroupM ESP, the WPP-owned media agency’s taken to the international level, I would have not small advertisers found a platform that will not be sports marketing division. Plus, it is cheap. partnered with it,” he adds. pulled out from under their feet when the big boys The cost of owning a team and gaining Sandeep Tarkas, president (customer strategy) come out to play? Can they stay the course? sponsorship deals with the new leagues is one- and CEO, Bengal Warriors, Future Group, feels tenth of that for the IPL. The average cost of that kabaddi is a cool sport to connect with. “We 63257,1*%5$1'6 owning a team in the new sports leagues is about saw a great opportunity for business also.” And he Hockey India League, Indian Badminton `1 crore (annual licence fee) while the sponsorship they know that they can make money only after TLeague and Pro Kabaddi League are based on ranges between `50 lakh and `2 crore. A GroupM 3-4 years. the franchisee model with 20 franchises owned by study on Sports Sponsorships in India suggests businessmen, corporate houses, Bollywood stars as *$0(2)3$7,(1&( well as former cricketers. arshan M, CEO, Spoment Media, a sports Some of the corporate houses that own Dmarketing consultancy, says, “If the leagues franchisees include real estate majors, lifestyle Small advertisers can get their pricing right they will open a brand brands and retail companies (see table). new window. It is unfortunate if they start Sponsorship deals were bagged by brands such have come in because the comparing themselves with cricket and alienate as Nise Gel, Uurmi Systems, Fastrax, TK Sports, themselves.” Shiv Naresh, Golden Harvest Atta, GoSports big guns adopted a wait- Sinha of Waveriders feels that the new leagues Foundation and Magic Bus. Though these offer an “easy opportunity.” The brands get seen brands are big in their respective geography of and-watch approach. on national television at a cost that is much operations, they do not have a national presence lower than what they would have to spend on

18 afaqs! Reporter, November 1-15, 2014 &29(56725< cricket. Activations, print ads and digital add to a nice partnership at a reasonable price.” GoSports word out about them. It is a call to action. We have the visibility. Future Group’s Tarkas says that Foundation, a non-profit organisation, was the a huge database of sports enthusiasts (5-6 million a large number of people started talking about charity partner to the Bengaluru Bulls. It entered strong) from different sports. We bolster and their brand after the PKL. Bidisha Fouzdar, head, into a partnership to receive a part of the ticket support the leagues when it comes to promoting communications, Magic Bus, an NGO mentoring sales. “It was our first association with any of the it by sending out mailers and using social media.” children, says, “We got good brand visibility with leagues and a brand report suggested that GSF got the stars wearing our logo on their T-shirts.” a branding of over `30 lakh,” says Deepthi Bopaiah, %(+,1'7+(6&(1(6 The opportunities for branding include director, communications, GoSports Foundation. t (sponsoring or buying a team) wasn’t an easy jerseys, seats, perimeter branding, strategic break Fouzdar of Magic Bus explains that it is a Idecision. Small advertisers were apprehensive activations, team names, meet and greet, outside- new way of donating to a cause - in this case, because, with them, every single penny spent the-stadium activation apart from the regular TV development of children and youth. “Participation counted. There was the factor of identity too. campaign for each of these leagues. Says Vikram in such events enables us to build visibility among GoSports Foundation, for example, wanted to be Agarwal, director, Greendot Health Foods, which audiences that would otherwise not have heard seen as a different identity instead of being a part markets Cornitos Nachos Crisps, “Cornitos is the about us at all. It helps create some curiosity in the of Bengaluru Bulls. snack partner for the Jaypee Punjab Warriors team minds of our potential donors in terms of who we Marketers say that the major concern regarding in this year’s edition of the Hockey India League. are, and what we stand for,” she adds. these leagues was that these sports was not being We promoted our exclusive range through the KyaZoonga.com, the ticketing partner for the followed by the people and were doubtful about team and players. Cornitos, in association with Pro Kabaddi League also saw a set of new audiences its reach, viewership and commercial viability in the players, also created awareness about hockey among school students in Punjab.”

2172$*22'7+,1*« ow and why did so many small advertisers Hget into these leagues? One big reason is that the big guns adopted a wait-and-watch approach for the first season. Tarkas cites the example of a big brand that backed off just a couple of weeks before the tournament kicked off. “We were demanding a sponsorship cost of `2.5-3.5 crore but were not able to get that. The first year needed a belief which the small advertisers showed.” Telugu Titans’ owners used their own companies as sponsors to the team to promote them. Some of Sreeramaneni’s companies are Uurmi Systems, OSI Consulting, Core Green (Clockwise from left): Hockey, badminton and and Greenko. He points out that they did not kabaddi have emerged as ‘bankable’ sports

SPOT THE ODD ONES OUT terms of brand building. Many advertisers were 7KHWHDPVLQWKHWKUHHOHDJXHVDQGWKHLUIUDQFKLVHHV not ready to believe that these three sports could Team Name League Name Owner Name Nature of Owners’ Business be broadcast-oriented. The notion was that these sports were perceived as recreational activity, not Bengal Warriors PKL Future Group Retail professional sports. Says Sinha, “It is a tough Bengaluru Bulls PKL Kosmik Global Media Production task to convince and get the advertiser on board Dabang Delhi PKL Do It Sports Management Sports because they are not so open to non-cricket sports. Jaipur Pink Panthers PKL Abhishek Bachchan Individual But when they realise the media mileage associated Patna Pirates PKL Rajesh Shah Steel with it for the money they are paying, they join.” Puneri Paltan PKL Insurekot Sports Sports According to experts the total marketing spends Telugu Titans PKL Srinivas Sreeramaneni Energy, Consulting, Technology including that of the broadcaster, league owner, U Mumba PKL Unilazer Sports Sports teams and sponsors, for these three leagues is Krrish Delhi Smashers IBL Krrish Group Real Estate nearly `400 crore. It is expected that this will go up Awadhe Warriors IBL Sahara India Pariwar Media, Real Estate, Retail in the seasons ahead because teams are planning to Pune Pistons IBL Dabur Ayurvedic Medicines and Related Products charge for the sponsorships, new franchises will Mumbai Masters IBL Sunil Gavaskar, Nagarjuna, V Individual come on board and the viewership will increase. Chamundeswarnath Tarkas sees opportunities for merchandising in Banga Beats IBL BOP Group Real Estate the coming seasons. “We are making efforts to Hyderabad Hotshots IBL PVP Group Real Estate, Media & Entertainment and Special Situation bring the youth closer to the game by planning Transaction activations such as talent scouting hunts,” he adds. Dabur Mumbai Magicians HIL Dabur Ayurvedic Medicines and Related Products Viewership numbers have been good. Delhi WaveRiders HIL Wave Group Real Estate According to observers, the Kabaddi League’s Jaypee Punjab Warriors HIL Jaypee Group Real Estate debut season attracted 435 million viewers, while Kalinga Lancers HIL IDCO & MCL Government that for the first seasons of HIL and IBL were 41.6 Ranchi Rhinos HIL Patel – Uniexcel Group Real Estate million 21.7 million respectively. According to Uttar Pradesh Wizards HIL Sahara India Pariwar Media, Real Estate, Retail reports, the broadcast revenues for the first season of IBL and HIL were over `150 crore. The cost market the product in the first year. “We wanted to reaching out to their platforms as the league for the 10-second FCT ranged between `50,000 understand the consumption for the game on TV became popular in the rural, semi-urban and and `75,000 as per experts. Do the advertisers see before any marketing,” he adds. urban areas. KyaZoonga charged a commission this as success? There are cross-sponsorships too. Future on the tickets sold and provided complete access Bazaar, for instance, had its own team in the PKL, control and ticketing support to the league. 7+(3$5$0(7(56 but it chose to promote its atta brand, Golden Says Neetu Bhatia, chairman, CEO and or an advertiser it is only eyeballs and recall Harvest, with Bengaluru Bulls and was one of the co-founder, KyaZoonga.com, “More than Fthat matter. If the numbers are high and frontline sponsors to the team. Tarkas says, “It was advertising, we support the leagues in getting the FRQWLQXHGRQSDJH>>

afaqs! Reporter, November 1-15, 2014 19 0(',$ STAR PLUS Aiming High Everest, scheduled to be launched on November 3, is being touted as Star Plus’ most expensive fiction show yet with a marketing budget estimated to be around Rs 7-10 crore. By News Bureau tar Plus, the leading Hindi general entertain- ment channel, has announced the launch of Sits most expensive fiction show, ‘Everest’. It will hit TV screens on November 3, at the 10 pm weekday time slot (Monday-Saturday). There will be 104 episodes. Everest, written and produced by popular Hindi film director Ashutosh Gowariker, will replace Sooraj Barjatya’s popular show ‘Pyar Ka Dard Hai Meetha Meetha Pyaara Pyaara’, produced by Rajshri Productions. Barjatya, a well known Hindi film producer, launched this show back in June 2012. It is now reaching its natural end and will be (as Arjun Sabharwal) and Rohan Star Plus on October 18. This promo was also taken off-air on November 1. Gandotra (as Akash Joshi). The cast associated with the film Happy New Year,” says As reported earlier, Everest is about also includes the following actors: Nikhil Madhok, senior vice president, content a 21 year old girl called Anjali Singh Suhasini Mulay, Mohan Kapoor, strategy and marketing, Star Plus. Rawat (played by Shamata Anchan) Milind Gunaji, Rajat Kapoor, Kishori Star Plus has tied up with Costa Coffee in who gets to know that her father Shahane and Manish Choudhary. Mumbai and Delhi, to promote the show. A dislikes her because she is a girl. She Reinforcing the channel’s Nayi simulated snow-peaked mountain will be created, then sets off on a journey to conquer Soch philosophy, Gaurav Banerjee, complete with snow, a freezing cold environment Mount Everest, the highest peak in general manager, Star Plus, says, and winter-wear (like jackets) that will be given to the world, to realise her father’s own “We hope that just like other pro- the consumers in select outlets. unfulfilled undream, and to win him tagonists on Star Plus, Anjali too The channel has also tied up with presenting over in the process. The show will will become an inspiration for our sponsor Fair & Lovely’s ‘Fair & Lovely Foundation’ take viewers through her struggle and viewers.” through which select individuals will get mon- hardships. etary/and other assistance, that will help them Uday Shankar, CEO, Star India A BIG MARKETING PUSH... conquer their respective Everests. says, “We are proud to have part- campaign aimed at get- The channel will also promote the show on nered with a visionary like Ashutosh A ting maximum people to Yahoo and MSN (webpage takeover). Gowariker. Everest is a stunning sample the show is under way titled A YouTube masthead to promote the show will visual delight and an attempt at pre- #WhatsYourEverest. It is aimed at broke on October 27. Star Plus will air the pro- senting something never-seen-before making people ask themselves the mos on channels that belong to the Star Network. to our viewers. I am sure the story of question ‘What do I want to conquer Additionally, Star Plus has also booked around our protagonist Anjali will resonate in life?’ 2,000 spots on 30 other channels. with millions in India, and inspire “A 360 marketing campaign was Everest is co-powered by Godrej Ezee while

them to conquer their own Everest.” FOTOCORPunleashed and this is for FOTOCORP the first Vinod Cookware FOTOCORP has been signed up as associate The two male lead roles will Shankar, Banerjee, time a TV show came up with a 2.5 sponsor. „ be played by actors Sahil Salathia Madhok:New Avenues minute-long promo. It broke on [email protected]

an initiative

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JOB MREVZLWFKLQ7KHQRVSHFLDOLVWMREVLWHLQ,QGLDIRUWKH$GYHUWLVLQJ0HGLD 0DUNHWLQJSURIHVVLRQDO SWITCH .in 0 afaqs! Reporter, November 1-15, 2014 7RJHWLQWRXFKZULWHWRDEKLODVKVLQJK#DIDTVFRP__DOLVKDIDURRN#DIDTVFRP_ ADVERTISING Be part of the experience. Yahoo Native Ads fit naturally into content – with outstanding results.

Yahoo brings it together. asia.advertising.yahoo.com 352),/(

RAMEET ARORA I CMO I ZOMATO << FRQWLQXHGIURPSDJH New Playground business follows, it was a successful investment. If not then he has to think otherwise. At the end of the day, the leagues have to interest people so that they come and experience the game or watch it on their TV sets. PKL’s high vieweship indicated Instinctive that people were sampling the game enthusiastically - many of them children and women. Tarkas points out that real success only comes Marketer when the league and team owners start making money. “But the good thing is that people are talking about it - and playing the game too.” While Sinha opines that central sponsors gain more benefits than

The leagues have to interest people By Satrajit Sen UP THE RANKS so that they come uring his Rediff days, he met Aniruddh Banerjee ameet Arora, a Delhi boy at heart, calls his recent Dof Chaitra Advertising (now Leo Burnett) where and experience the move as Zomato’s CMO, from McDonald’s, as a three-minute conversation ended by Banerjee saying, game or watch it Ra ‘homecoming after 19 monsoons’, referring to ‘kal se office aa jana’. It was at Leo Burnett that Arora his long stint in Mumbai. The man who wanted to be met his mentors, Arvind Sharma, Pops (KV Sridhar) on TV. a doctor and then an economist, is now an ‘instinctive’ and Srikanth Sarathy and Aggie (Agnello Dias). Arora marketer having handled brands across media, food, worked on the launch of Hitachi air conditioners, real estate and other genres. visiting their factories and working on the product and Arora grew up in Delhi. His urge to become an pricing strategy. Hitachi became the No.3 player in other brands associated indirectly, economist took him to St. Stephen’s College, where AC market in India. In 2001, after Chaitra became Leo Chaddha of IBL points out that he found young friends in advertising who dragged Burnett, Arora became possibly the youngest account brands in India don’t fully leverage him to Lintas to fill up some questionnaires. He found director globally to lead a team. In 2004, the agency the potential of these platforms himself doing similar work in some agency. won the McDonald’s account where Arora coined and because they come in only 30-40 days promoted the philosophy of the ‘Happy Price Menu’, before the tournament. “One needs AGAINST THE FLOW which turned out to be very successful. to be there for a longer duration to fter graduating in 1996, while most of his leverage the league,” he advises. Abatchmates went to Cambridge, Oxford or the OUT OF ADVERTISING IIMs, he was the “black sheep” that n 2008, Arora met Rajesh Kamat who :,//,7/$67" went into advertising. In those days, Iconvinced him to join the founding hat happens when the stakes it was not a glamorous career option. team of Colors. “His (Kamat’s) dream Wbecome bigger as the leagues “But my urge to do something creative “Arora calls was to build a TV brand that the entire taste success? As costs spiral, won’t made me join this profession,” he says. country would watch. By 2010, Colors big brands elbow out the very He started with a small agency his move a became the biggest GEC - it was the advertiser who stood by the leagues called Arms Communication (then first time in India that a TV channel in their initial seasons? known as Arms Bozell) for about ‘homecoming was built as a consumer brand,” says According to Karnik of GroupM a year. “We did some great work Arora, who learnt how to manage big ESP, there are two type of clients there including the launch of VLCC after 19 budgets and how to “spend wisely”. - “those who take risks, coming on and I was involved in designing the In 2010, Arora joined McDonald’s board immediately and others who logo of the firm. We also launched monsoons’.” where he managed marketing and are willing to pay a premium for Unitech with the Signature Towers menu management. “I left for three waiting to see how it is accepted”. ad, which was probably the first reasons. First, I was chasing my wife Whether smaller brands want commercial ad for Gurgaon. I had great fun,” he adds. who had found her dream job in Delhi. Second, I to continue will depend on the Deciding that advertising was his forte, he ignored missed the Delhi winter and the third - probably the objectives. PM Balakrishna, COO, the big business schools and joined Mumbai’s Narsee biggest - was that I wanted to be a part of the future Allied Media, says, “It will depend Monjee Institute of Management Studies (NMIMS) that will be ruled by consumer brands like Zomato.” on how much he can spend.” The as it had an MBA programme with specialisation in What does he bring to Zomato? “A lot,” he says, sentiment is that the leagues are advertising. He then joined Rediff where he dabbled adding, “I have learnt the concept of media neutrality bound to grow because people are with many small brands and Airtel, where his brief was while devising ideas. In this age of advertising, media looking for alternate sports. Small to launch landline phones in Madhya Pradesh in 1998. doesn’t matter much. The ability to know what best advertisers believe that they finally “My job was to travel around villages and small to do in a market will determine the growth trajectory have a perfect platform. Time will towns, talk to consumers and listen to their feedback. of Zomato. What’s important for me is to ensure that tell if they can stay the course. For I got the opportunity to see the big picture. It was my the brand personality and promise remain constant.” „ now, let the games continue. „ real grooming,” he says. [email protected] [email protected]

22 afaqs! Reporter, November 1-15, 2014   

          

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 0(',$ HD CHANNELS A Dummy’s Guide

The phenomenon of HD launches In terms of pricing, how different are HD channels from SD? on Indian television shows no signs SD channels range from Rs 4 to Rs of slowing. What exactly is HD and 22 a month in terms of their price how does it work? set by TRAI (Telecom Regulatory Authority of India). The authority By Prachi Srivastava doesn’t govern prices for HD channels since it does not come under “essential commodities”. Companies can decide the price at which they want to sell their HD channels. An estimate would be an upward of Rs 30 to Rs 180, for a month.

Talking about the introduction of HD in India, how old is it? What about other markets? The first feed of HD, in Europe, began in the 1990s. In the US, it started in 1998. The first full- fledged HD movie channel in India was launched in 2010 by Times Television Network - Movies Now.

On what parameters does a echnology, over the years, resolution of SD is 720 x 576 pixels, terms of panaromic shots, shots with broadcaster make the decision to has bettered the television that of HD is 1920X1080 pixels. This different colors, multiple cameras launch an HD channel? Tviewing experience. Be it means, the clarity of the video in HD and complex graphics look more There are three main parameters: the evolution from traditional “box is almost five times better than that appealing and delighting on HD the channel wants to offer a better TV sets” to plasma, LCD and LED of SD. platform. viewing experience to its consumers; screens or the evolution of high the channel wants to earn more from quality sound system. Now, even the How many minutes of ads can What additional cost does a advertisers as it is possible to charge way content is shot and transmitted HD channels air? channel bear to launch an HD a premium for HD feed; the channel has changed. The 10+2 (10 minutes of commercials channel? can afford the extra investment Not too long ago, Movies Now’s and 2 minutes of promos) ad cap rule It would depend on whether the required for an HD feed. lead with an HD feed was followed applies to HD channels. content is being acquired or produced. by many channels, across genres. A higher satellite bandwidth is What is the difference between Today, much of the content is shot What kind of ad rates do these required for HD channels and an True HD, Upscaled HD and HD keeping in mind HD feeds. channels command? Are HD HD feed requires more investment Ready channels? afaqs! Reporter looks at the trend channels more conducive for from the channel. TrueHD or Full-HD is when that has been growing and how certain categories of advertisers? In addition, the equipment for the everything - from shooting, to different it is from an SD channel HD channels can command a shoot is different and more expensive editing, to sending signals - is done and what goes behind launching an premium as they deliver to niche than that used for shooting a normal in HD. HD feed. audiences - people who can afford SD programme. Production costs In Upscaled HD, an SD feed is HD connections are assumed to have increase. Even the make-up cost converted into HD. An HD-Ready What is an HD channel? more spending power. increases. The entire post-production channel is one that can accept an HD HD is acronym for ‘high-definition’. HD channels air fewer ads. The workflow is more complex than for signal, provided it was given by an Here, the picture on the screen is reason is that if the viewer is paying SD. Digital cable offers more HD external device. These TVs do not sharper, clearer, has more details a significant price for the channel, he channels compared to DTH as the have in-built HD tuners. and higher resolution. HD feed will not like to see as many ads as on latter has bandwidth constraints. can be viewed only if the consumer SD channels. Compared to an SD channel, how has an “HD” TV, HD-supportive Ads for categories like automobile, Has the sound system to do much more does a broadcaster set-top-box, and if the receiving fashion and travel, which look more anything with the HD experience? pay to get an HD channel carried? signals (broadcast signals) are in premium, look better on HD. HD channels are usually accompanied Carriage fees are a matter of HD. The content is shot, edited and by Dolby Digital 5.1 surround sound negotiations and the popularity of transmitted in HD. There are 49 HD Why do some channels keep their which gives the viewer - equipped the channel/network but a ball park channels in India. content only for HD channels? with a home theatre - an immersive figure would be around Rs 3 to 4 HD is important when it comes experience and helps compliment crore for a HD channel. And for an How different is it from an SD to viewing movies and sports. In the richer visuals SD, it would be around Rs 1 to 2 channel? crore. SD - or standard definition - is the (Based on interviews with television normal/standard feed that one gets Ads for categories like automobile, fashion experts including Ajay Trigunayat and on TV. It doesn’t require a special and travel, which look more premium, Nikkhil Shirodkar, VP - Network TV set or other things needed in Operations, 9X Media.) „ the case of HD channels. While the look better on HD. [email protected]

24 afaqs! Reporter, November 1-15, 2014 Bring your brand to life. Unleash your creativity and set your brand free with Yahoo Content Marketing.

Yahoo brings it together. asia.advertising.yahoo.com 0(',$ KANTAR MEDIA Two Boats Kantar Media, a stakeholder in TAM, takes over Civolution, the BARC’s technology partner. What does this mean? News Bureau

antar Media, WPP’s wholly-owned media Civolution, led by Jean-Michel Masson, is research and analytics business, has agreed recognised as a world leader in audio watermarking Kto acquire Civolution’s NexTracker technology and is deployed in hundreds of (audience measurement) and SyncNow (second broadcast channels across the world. screen audio watermarking) businesses. Kantar Media already uses watermarking The development is interesting because earlier technology in a number of its TV, radio and this year Broadcast Audience Research Council internet audience measurement services. In (BARC) India appointed Civolution - which is addition to this, Kantar Media’s ability to link essentially a provider of technology and solutions second screens to TV content will be strengthened for identifying, managing and monetising content through SyncNow, already widely used by many - for its watermarking technology. leading broadcasters. It has been nearly eight months since BARC Richard Asquith, global CEO, Kantar Media announced its decision to leverage Civolution’s Audiences, says, “We have long admired the audio-watermarking technology for its soon-to- expertise and skills of Jean-Michel and his team. be-launched audience measurement system. In joining Kantar Media they will strengthen And Kantar, as is known, holds a 50 per our suite of technology to measure audiences for cent stake in TAM, the current TV audience content across all devices in all formats.” measurement system; Nielsen holds the other 50 Masson says, “We are excited at the prospect per cent. of becoming part of Kantar Media. We already This means, after the launch of BARC, Kantar Dasgupta and Asquith: Joining Forces enjoy a successful history of co-operation with will continue to have one foot in India’s TV the business and look forward to working with audience measurement process. Kantar Media’s significant global presence and broadcasters, agencies, industry bodies and wider When contacted, Partho Dasgupta, CEO, activities in digital audience measurement across markets.” BARC India, summed up his reaction to the all media in over 60 countries. For the record, the SyncNow business development with these words: “We obviously The transaction is expected to take place by the allows second screen devices, such as tablets partner with marquee names in the business end of 2014. and smartphones, to automatically sync up to through different business structures. Civolution TV content, through watermark detection. The is one of the many important partners we have. I The transaction is expected NexTracker audio watermarking technology helps am happy with this move.” identify content viewed across TV, tablet and According to the press statement announcing to take place by the mobile screens. „ this development, the acquisition will build on end of 2014. [email protected]

STAR SPORTS Beinging in the Top Guns The tournament will take place between November 28 and December

13, this year. It will be played in indoor stadiums across four Asian an easye one, given its countries - Philippines, Singapore, India and UAE. News Bureau “network“n strength anda commitment to tar Sports, the popular sports to the increasing demand for top- Tomas Berdych, growing the sport channel from the Star India sta- level tennis championships in Asia. Goran Ivanisevic and in the country.” Sble, has acquired the rights to Nitin Kukreja, president, sports, Pete Sampras. He is confident telecast the upcoming International Star India says, “This is the first According to that the IPTL’s Premier Tennis League (IPTL). time India will play host to some of Bhupathi, the decisionn quickerq and more The IPTL is slated to begin on the biggest names in tennis, and we to partner with Star wasas excitingex format November 28, this year. It will be at Star Sports are extremely proud alongalong with Star Sports played in indoor stadiums across to be associated with this league. strengthh in packaging and four Asian countries - Philippines, We’re confident that the league will promotion will help deliver a good Singapore, India and UAE. The take the game of tennis to much viewing experience. tournament will go on till December greater heights and accelerate its For the record, each IPTL match 13. development.” will consist of five sets. Formats The matches will be telecast live The India leg of the IPTL is include men’s singles, women’s sin- on Star Sports, Star Sports HD and scheduled to be held in Delhi. It gles, men’s doubles, mixed doubles starsports.com.The league is being will see the participation of cham- and former Champions singles. „ organised by tennis player Mahesh pions like Roger Federer, Novak [email protected] Bhupathi, with the objective to cater Djokovic, Jo-Wilfried Tsonga, Bhupathi: Focus on Asia

26 afaqs! Reporter, November 1-15, 2014

,17(59,(: ABHIJIT AVASTHI> NATIONAL CREATIVE DIRECTOR, OGILVY INDIA “It was a tough decision to break away from Ogilvy” afaqs!Reporter caught up Abhijit Avasthi, the outgoing NCD And I am not quitting advertising. discussing this for quite some time. All I am saying is - I don’t want Of course they tried to retain me. of Ogilvy India, who spoke about the emotions he went through to do what I am doing currently, They would definitely want me to while quitting the agency after 15 years. By Ashwini Gangal which is being in Ogilvy & Mather, stay on. We even discussed whether because that entails doing only this there was a way in which I could be and nothing else. here and still do the things I want to he news of Abhijit Avasthi’s outside India, there is a big ‘museum do. But that would be selfish of me. departure from Ogilvy going’ culture; in India there isn’t Given the relationship you have So while it is tough on them, they are India made headlines. one. So I sit back and think, ‘What can with Ogilvy - and of course, letting me go because they respect my And since then, the Indian I do to get people to go to museums?’, Piyush, your uncle - is joining dreams. Tcreative fraternity has been able to because they are such a fabulous place a rival agency off discuss little else. to learn. limits? To what extent are you involved Kinu (as he is fondly known) will These are all very vague Yes... 25,000 per in the process of finalising your continue to be associated with the thoughts... but whatever the cent. replacement? agency, for certain projects, for some structure of the entity I Well, it’s something all three of us time. When we caught up with him, finally come up with, it will Did Piyush will discuss together. The two of the 42-year old outgoing NCD was be one that will help me and Rajiv them are still around and we’ve got a in a mellow mood, and fielded all actualise a lot of things. weigh in strong second line - all the ECDs and our questions with a smile. Edited on your GCDs. But whether there is any need excerpts: Sounds like you’re decision to for a replacement at all is a question quitting advertising quit? in itself. First things first: What prompted for some sort of ‘social I would the decision to quit Ogilvy? awakening’... never take a Speaking of Rajiv, your co-NCD, There’s no one thing, honestly. (Laughs) No, I am not going decision without your move will be hard on him... I have interests outside of to Rishikesh, and I am not consulting them. Rajiv is well settled here. He is advertising. And if I were to stay in going to pick up a camandal! We’ve been enjoying his place here. Ogilvy, then it would be unfair for me Yes, there will be some flux which to start doing some of those things. If will take some time to smoothen I am in Ogilvy, I should give all my out, but I am a great believer in the time, energy and resources to Ogilvy strength of Ogilvy. and its clients. Accounts - and people - tend How difficult was it for you to to follow senior leaders out take this decision? of agencies. Surely that’s a It was a humongously tough decision concern for Ogilvy now... to break away from Ogilvy. I have Well, for a whole lot of them it been emotionally wrought for many, is bittersweet. But they are all many, many months now. It wasn’t well-wishers. easy... There’s a whole ecosystem - And there will be many including Piyush (Pandey, executive more ‘Piyushes’ and ‘Rajivs’ chairman and CD, South Asia), and ‘Kinus’ coming out of Rajiv (Rao, co-NCD), clients, the Ogilvy all the time. production side - which I have grown up in over the last 15 years. I am What are your parting emotionally invested in this place. words to your juniors? But then again, as someone said to Make the most of this place. me recently - ‘If you don’t empty out the box, you can’t fill new things in it’. Parting words to your clients... What things do you want to fill You guys are lucky to be your box with? What are you working with the best agency going to do next? in the world. I am not looking for a job. I am not looking for a designation. I am Parting words to Rajiv... not looking for a certain lifestyle. (long pause) I’d like to keep it A regional or global role does not simple. My message to him is - interest me. “Let’s meet for lunch.” (laughs) There are a lot of ‘observations’ that I have about certain things in life, Parting words to Piyush... which I would like to do something Thank you. „

about, if possible. For example, FOTOCORP [email protected]

28 afaqs! Reporter, November 1-15, 2014 -2%6:,7&+

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Ê­Ê>Ê՘ˆÌʜvÊ ˆÃ >Ê ...... Sumeet Chandiramani yÕi˜ÌÊi˜}ˆÃ Êëi>Žˆ˜}ÊΈÃÊ>˜`Ê œ““Õ˜ˆV>̈œ˜ÃÊ*ÛÌÊÌ`°® Post:Ê6ˆÃÕ>ˆÃiÀà (Mumbai) Ph: 09820590172 «iÀviVÌÊ}À>““>À°Ê- œÕ`ÊLiÊ>LiÊ Profile:Ê,iµÕˆÀiʘVˆ˜>̈œ˜Ê̜Ü>À`ÃÊ Company: +՜̈i˜ÌÊ Email: [email protected] ̜ÊÜÀˆÌiÊ>˜Þʎˆ˜`ʜvÊVœ«Þ‡Êœ˜}Ê }>ˆ˜ˆ˜}Ê>˜Êˆ˜‡`i«Ì Ê՘`iÀÃÌ>˜`ˆ˜}Ê œ““Õ˜ˆV>̈œ˜ÃÊ*ÛÌ°ÊÌ`° [email protected] >˜`Êà œÀÌ°Ê`i>ÃʳÊÜÀˆÌˆ˜}]ÊLœÌ Ê œvÊLÀ>˜`ʈ˜Ãˆ} ÌÃ]ÊÌÀi˜`ÃÊ>˜`Ê Profile:Ê`i>̈˜}]ÊVœ˜Vi«ÌÕ>ˆÃˆ˜}Ê ÃÌÀi˜}Ì ÃÊ>ÀiÊÀiµÕˆÀi`ÊvœÀÊÌ ˆÃÊÀœi]Ê «œÃˆÌˆœ˜ˆ˜}Ê«ÀˆœÀÊ̜ÊVÀi>̈˜}ÊÌ iÊ >˜`ÊiÝiVṎ˜}Ê}Ài>ÌÊVÀi>̈ÛiÊܜÀŽ°ÊÊÊ To view other jobs in Marketing, >œ˜}ÊÜˆÌ Êܓiʏi>`iÀà ˆ«Ê>˜`Ê Vœ˜Vi«ÌÊ«ÀiÃi˜Ì>̈œ˜°Ê
LˆˆÌÞÊÌœÊ Exp: 1 to 3 years. Media and Advertising, log on to: Ìi>“Ê“>˜>}i“i˜ÌÊΈÃ° ۈÃÕ>ˆâiÊÌ iÊVœ˜Vi«ÌÊ>˜`ÊÌÀ>˜ÃvœÀ“Ê Location: ՓL>ˆ www.jobswitch.in Exp: 2 to 5 years it into a creative and engaging Email: Ìi>“JµÕœÌˆi˜ÌVœ““°Vœ“ÊÊ Join us on : facebook.com/jobswitch Location: Bangalore «ÀiÃi˜Ì>̈œ˜ÊvœÀ“>Ì°Ê- œÕ`Ê >ÛiÊ ......

afaqs! Reporter, November 1-15, 2014 29 3(23/(

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

aritosh Srivastava he media industry and leadership skills consultancy, Coffee Kettle. Phas been elevated Tsaw several major Vikram Sakhuja, global chief executive officer to the post of chief movements in the of Maxus, has been replaced by Lindsay Pattison. operating officer, last fortnight. Punitha Till now, Pattison was the UK chief executive and Publicis Ambience Arumugam, director, global chief strategy officer of Maxus. Sakhuja’s and will continue agency business, new role will remain within the group. Based to report to Nakul Google India, has in New York, he will Chopra, the agency’s decided to move on. report to Dominic South Asia CEO. She is moving after Proctor, the global Moreover, her two-and-a-half year president of GroupM. Srivastava stint with the company. Uday Sodhi, CEO will join the PARITOSH SRIVASTAVA PUNITHA ARUMUGAM Arumugam has over of HeadHonchos. management board 18 years of industry com, has joined Multi for Publicis Worldwide in India. experience. Prior to joining Google, she was Screen Media (Sony DDB Mudra West has appointed Manish CEO, Madison Media where she joined in 1999 Entertainment) as Darji as executive creative director. This as media services director, and was later promoted executive vice president is Darji’s second stint with DDB Mudra to the position of chief operation officer, West, in and head, digital Group. Darji has won several awards such 2001. Subsequently, Arumugam went on to head UDAY SODHI business. He replaces as ABBYs, Spikes Asia, One Show, D&AD, the agency as CEO. She has worked with Ogilvy Nitesh Kripalani and others. & Mather, Chennai, and Lintas Initiative Media. who exited in June this year. In his new role, He has over 15 years of experience and Mohit Hira, former Sodhi will head the digital business of Sony moves from BBH India. He has worked with CEO, Hungama Digital Entertainment Television and will be responsible agencies such as McCann Erickson, Ogilvy, Services (HDS), and for growing its digital properties, including online Rediffusion Y&R and Bates 141. „ digital head, JWT India entertainment portals like www.SonyLiv.com and Group, has joined the www.LivSports.in. The group’s mobile apps and weekly current affairs mobile games also come under his purview. Sodhi MARKETING and features magazine has around 20 years of experience with Balaji Open, as CEO. Telefilms, Rediff.com, Net4India and Bausch and T security solutions company Quick Heal, He has replaced R Lomb. Ihas appointed Amit Satish Tyagi as head Rajmohan, former Madhouse, a mobile marketing and of marketing. Based in Pune, he will be publisher of the communications company, has appointmented responsible for leading the growth of Quick MOHIT HIRA magazine, who Milind Pathak as COO. He will report to Joshua Heal in the domestic and international recently resigned. Hira Maa, founder and CEO, Madhouse, and to Tushar markets (partner, direct and retail) across its joined JWT in November, 2012 and resigned Vyas, managing partner, GroupM Interaction, consumer, mobile and enterprise business in August this year. He joined JWT as senior South Asia. Pathak will be based in Gurgaon. Prior security products. vice-president and regional business director and to joining Madhouse, Pathak was with One97 Tyagi’s role includes driving monetisation was subsequently, in Communications, through customer acquisition/retention, April, 2013, JWT India where he held the and designing/executing global marketing promoted him to the following roles: global strategies and plans. He will lead the post of head, digital head of new business company’s ATL marketing team (TV, print operations, replacing and head of mobile and and radio campaigns), media relations team, Max Hegerman. Later enterprise marketing. BTL marketing team (events, exhibitions, in January, 2014, JWT He has over two partner branding and consumer scheme South Asia promoted decades of experience communication), global PR team, and Hira to the position of in sales, business online marketing team (e-commerce and CEO, Hungama Digital development, social media presence). Quick Heal’s Services. Hira has 26 marketing, strategy and international online content management, years of experience CHARULATA RAVI KUMAR MILIND PATHAK P&L management. His design and web development teams also fall across advertising, expertise lies in the under his purview. marketing, print and digital media. He has also areas of mobile VAS, marketing and advertising, Prior to Quick Heal, Tyagi was CEO of worked with NIIT. content, mobile CRM and m-commerce. Cantaloupe Business Solutions, a boutique Razorfish has appointed Charulata Ravi Kumar Pathak moved to the digital domain in 2005 digital marketing and business solutions as chief executive officer, India. She will be based when he joined Buongiorno (a Hong Kong- agency that he set up in 2012, in Delhi. in Mumbai and will be responsible for the agency’s based mobile entertainment and mobile value Before that, Tyagi worked with Intel Corp Bengaluru, Gurgaon and Pune branches. She added services company) as co-CEO and country as marketing head, APAC, Software Partner will report to Vincent manager. He was responsible for setting up the Program. He was with Intel till 2012. Digonnet, the agency’s company’s successful operations in India. Before Intel, the companies he worked executive chairman FoodFood, a food lifestyle channel, has with include Dell, GE and Crompton (APAC). She has over appointed Ruchir Joshi as its content head. Joshi Greeves. Tyagi has over 19 years of 25 years of experience is also the co-founder and promoter of a 10-year- experience in the areas of online marketing, and has worked with old production house Via Earth. The firm has sales, business development and multiple WPP, 141 London been producing TV shows for broadcasters like sales channel integration. Through his and Lowe networks in BBC, CNN and Discovery. He has also done global assignments during the course of his India, West Asia and shows for Zee TV/Zee Cafe, Star One and Sahara career, he gathered valuable international Europe. She has also Filmy. He has led all aspects of programming work experience (USA, EMEA, Malaysia, established her own including acquisition, commissioning, syndication, and Singapore). „ VIKRAM SAKHUJA successful innovation scheduling and audio-video content production. „

30 afaqs! Reporter, November 1-15, 2014