May 16-31, 2013 Volume 2, Issue 1 `100

TV AND BOLLYWOOD 0$'()25($&+27+(5 There is enough evidence to show that the relationship between TV and Bollywood is getting stronger by the day. 20

8 8 10 24 PLUS CADBURY Sweet Innings 16 BY INVITATION The Sell > Scam 28

SONY PIX - MGM FLIPKART JWT PROFILE Movies Galore 29 Fashionably Late? Busting Myths Monica Tata INTERVIEW The e-commerce portal Portfolio Night promises to The new MD of HBO forays into fashion. be eye opening this time. India on the story so far. BPN’s CEOs 32

EDITORIAL

This fortnight... Volume 2, Issue 1

very now and then, it strikes me with fresh force just how peculiar a market India EDITOR Eis. Many conditions that we take for granted simply don’t exist in other countries. Sreekant Khandekar PUBLISHER May 16-31, 2013 Volume 2, Issue 1 100 ` Take the subject of this fortnight’s cover, the increasingly intense and baffling Prasanna Singh relationship between Hindi films and TV. Here are two mediums competing directly SENIOR LAYOUT ARTIST for a viewer’s time and money. And yet, they can’t seem to get enough of each other. Vinay Dominic PRODUCTION EXECUTIVE Surely other countries live with this paradox, you might wonder. Actually, not. Andrias Kisku

TV AND BOLLYWOOD Few markets in the world have as many languages or TV channels as does India. ADVERTISING ENQUIRIES 0$'()25($&+27+(5 Rahul Puri, (0120) 4077833, 4077866 There is enough evidence to show that the relationship between Plus there is the press freedom that allows any sort of programming. Naturally, then, TV and Bollywood is getting stronger by the day. Noida the variety and extent of television content in India is unparalleled. And when it comes Arunima Bhattacharya, (022) 40429702-5 20 to feature films, India occupies a special place in terms of the sheer volume of work. No Mumbai country other than the US is in the same league. So, when we talk of how films and [email protected] 8 8 10 24 PLUS CADBURY Sweet Innings 16 television feed off each other, there are hardly any markets to take an example from. BY INVITATION MARKETING OFFICE The Sell > Scam 28

SONY PIX - MGM B-3, First Floor, Sector-4, Noida-201301. Movies Galore 29 FLIPKART JWT PROFILE The two make a lethal combination. The big screen oozes glamour and glows with Fashionably Late? Busting Myths Monica Tata INTERVIEW Tel: (0120) 4077800. The e-commerce portal Portfolio Night promises to The new MD of HBO forays into fashion. be eye opening this time. India on the story so far. BPN’s CEOs 32 star power. In contrast, the TV screen has the advantage of enormous reach coupled MUMBAI with a high frequency of viewing. So, when film stars appear on the small screen, they 501-502, Makani Center, 5th Floor, light it up. TV broadcasters love that because films and film-related entertainment Off Linking Road, Bandra (W), Mumbai - 400050 have become a staple of television content. Stars, in turn, get extraordinary reach inbetween films. Tel: +91-22-40429 709 - 712 I am impressed by the innovative ways in which the two businesses work together. Among all the BENGALURU S-1, New Bridge Corporate Centre, examples, I especially enjoyed the way in which Ranbir Kapoor’s Barfi! character was incorporated in the 777 D, 100 ft Road, Indira Nagar, clips of various historical moments – a la Forrest Gump – on Aaj Tak as the news channel and film cross Bengaluru - 560038, India promoted each other. SUBSCRIPTION ENQUIRIES Akhilesh Singh, (0120) 4077837 The Indian media business has grown rapidly in such a super cluttered scenario that companies are [email protected] willing to work with anyone to get ahead. For all its failings, one great thing about the Indian media Owned by Banyan Netfaqs Pvt Ltd and business is that it is never afraid to experiment. Printed and published by Prasanna Singh, 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 Image [email protected] Vinay Dominic CONTENTS 27 12 PLUS

DELL Can Do Anything 6 ABP NEWS Moving Ahead TANISHQ The news channel Affordable & Adorable 12 urges its viewers to stay ahead. FREECHARGE Emotional Atya-Charge 14 BCCL & HUL 26 6 A Tribute to Mothers ZEE TV An innovative greeting for Mobile ‘App’reciation 14 mothers on the special day. REDIFF.COM BY INVITATION 30 Re-designed 22 Corporate Animals HEADLINES TODAY PULSAR Shyam G Iyer on the Making News Stunt Upgrade ETV MARATHI similarities between the How the channel has shaken In the latest campaign, the workplace and the jungle. its stupor to charge ahead. bike ups its stunt quotient. Money Spinner 29

afaqs! Reporter, May 16-31, 2013 5 1(:6$'9(57,6,1* DELL Can Do Anything Dell India’s latest campaign showcases how the brand helps people achieve their goals and follow their passions. By Devesh Gupta

ell has always propagated ‘the power to do more’. Taking this idea forward, Dits latest campaign, ‘I can do Kuch Bhi’, showcases the brand as an enabler, which helps growth is expected from Tier 3 cities. To ensure people achieve their dreams and follow their that it reaches a wide section of consumers, the passions. The campaign features youth driven by company has booked spots on television channels unconventional dreams. across genres such as sports, infotainment, GECs The first phase of the campaign began with (English/Hindi) and movies (English/Hindi). social media. The brand launched two films to The campaign will use a mix of media such as drive conversations on Facebook and Twitter. digital, print and on ground. Dell is advertising in It featured the stories of two young individuals leading national and regional dailies such as The - a lady with a passion for yoga and a young Times of India, Hindustan Times, Jagran and man determined to restore his father’s bike. The Maharashtra Times. videos were put up on Dell’s Facebook page and In its earlier campaigns such as ‘Masti ka Pitara’ and ‘Welcome to your Studio’, Dell had primarily showcased the features of its products. This time, The focus is on building the focus is on building an emotional connect by an emotional connect by telling relatable stories. Dell Inspiron is a mainstream telling relatable stories. On Twitter, a contest was consumer brand of notebooks launched using the hashtag and desktops, targeted at families, a microsite was also launched to enable people to #icandokuchbhi, to initiate students and entertainment share how technology helped them achieve their conversations. enthusiasts. Through this dreams. More than 40 stories of passionate people Speaking about the campaign, campaign, the brand is targeting have been uploaded on the microsite till now. Ritu Gupta, director, marketing, the youth between 18 and 24 years In the next phase, a film, first showcased on Dell India, says, “The main idea of of age, across all socio-economic the Facebook page, was launched across television this campaign was to reach out to categories. According to a report channels on April 26. The TVC is a montage of people who use technology in their released by International Data images that show how different youngsters fulfil daily lives to pursue their passions Corporation (IDC), Dell holds a varied dreams, using their Dell Inspiron laptops. and create an emotional connect.” 9.7 per cent share in the consumer Several other short films have also been launched She adds that going by the trend space (notebooks + desktops). „ online. in most sectors, the next level of Gupta: being the enabler [email protected]

first sports bike, the model also boasts technology, performance and design BAJAJ PULSAR of a triple spark feature. The stunt make it stand out from the rest of the has been choreographed to highlight Pulsar range. “We wanted to create an ‘precision performance’ through ad for the Pulsar 200NS that would Stunt Upgrade excessive usage of accelerator and showcase the power and dexterity brakes, not to mention the intense of the bike. If you remember, in The latest campaign showcases the brand’s new variant, drifting and wheelies. 2008, we created the PulsarMania Pulsar 200 NS. By Rashmi Menon While the bike was launched in the commercial featuring the all new market in June, 2012, this is its first Pulsar 220. Now, after five years, as we bring the next generation Pulsar ajaj Pulsar commercials are to the market, we thought we will never out of awe-inspiring take PulsarMania to a whole new Bstunts. And, Bajaj Auto’s level,” he says. latest campaign that introduces its Saraswat adds that Ogilvy was new variant, Pulsar 200NS (Naked given a single line brief, which stated Sport), lives up to the tradition in a that the Pulsar 200NS was the ‘Best fresh setting. Pulsar yet’, and that its triple spark, Titled PulsarMania 2, the 4-valve engine features had to be campaign rides on the high anxiety displayed. and adrenaline rush created by Vijay Sawant and Manoj Shetty, the brand’s previous PulsarMania group creative directors, Ogilvy & campaign for the Pulsar 220 performing nail-biting stunts. The television commercial (TVC). The Mather, say, “Pulsar has a certain range, in 2008. The campaign is bikers show their prowess and push film is directed by Alberto Blanco attitude, a certain stance. It has a conceptualised by Ogilvy & Mather. the bikes to their limits around the and Malgenio Films of Barcelona, certain take on life. If this had to A minute-long commercial, filmed Ferris wheel and through the moving Spain, is the production house. be put in words, the word would at Tibidabo amusement park in merry-go-round. Sanjay Saraswat, VP, marketing, Barcelona, Spain, shows three bikers Besides touting it as the country’s Bajaj Auto, says that the bike’s FRQWLQXHGRQSDJH>>

6 afaqs! Reporter, May 16-31, 2013 ȱ

EveryoneEveryone listenslistens toto thosethose whowho watchwatch

ABPABP NewsNews —ȱŽ œDZȱ’–Žœȱ˜ ǰȱȱŘŚȘŝǰȱȱ ǰȱ ŽŠ•’—Žœȱ˜Š¢ǰȱŽ œȱ

No wonder ABP News is 5 times bigger than All English News channels put together Š–˜—œȱ‘ŽȱŠĝžŽ—ȱ’—ȱ —’Šǰȱ–Š”’—ȱ’ȱŠȱ™›ŽŽ››ŽȱŒ‘˜’ŒŽȱ˜›ȱŽŸŽ›¢ȱ–Š“˜›ȱ‹›Š—ǯ

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˜ž›ŒŽDZȱǰȱȱŗśƸȱǰȱŽ•Ƹž–Ƹ ˜•ǰȱ”ȱŗȬŗřȱȁŗřȱ••ȱŠ¢œ 1(:6$'9(57,6,1* FLIPKART Fashionably Late? The e-commerce portal has entered the realm of fashion and lifestyle with a new campaign. By Rashmi Menon

he child-adults are back. This time they are here to announce Flipkart’s entry into Tthe fashion and lifestyle category. India’s most prominent e-commerce player actually entered this space a few months ago. The formal announcement comes only now, however. The campaign, ‘Fashion has a new address’ - an extension of its previous punchline, ‘Shopping has a new address’ - comprises three TVCs. The films, namely ‘Hospital’, ‘Office’ and ‘Carnatic’, in the brand’s typically quirky style, show how people like to exhibit their style no matter what the occasion. So, you have a carnatic musician dressed

Will Flipkart be able to switch tracks successfully into a new space, where brands like Myntra have established their reputation? Ishita Swarup, CEO and co-founder, 99labels.com, believes that, considering Flipkart is well known and trusted, it will be able to do well. “While there may be questions about the consumer profile on Flipkart and whether it will match its new desire in apparel, that should not be a major problem. Flipkart also has the advantage of an extremely strong backend support,” she says. Alok Kejriwal, CEO and co-founder, Games2win, who mentors many start-ups and has a special interest in e-commerce, as a hip hop artiste to perform at a conservative, late to enter fashion and lifestyle has his doubts. He feels there is a formal concert. And then, there is a junior doctor but hopes that it will make up for perception problem with Flipkart. dressed in colourful, fashionable attire while doing lost time. “There are challenges “Flipkart started with books and the rounds of the hospital. given the different nature of this went on to gadgets. Where does According to Kartik Iyer, CEO and co-founder vertical when compared to others. the buck stop? It looks like Flipkart of Happy Creative Services, the Bengaluru based But the trust and superior service is trying to become Amazon by agency that has created Flipkart’s advertising since credentials that we have built selling everything, but what is going inception, the insight was that when it comes to in the minds of our customers to drive its success in that category? fashion, people want to show off their purchase should be able to help us bridge I don’t think it’s easy to learn skills immediately, often overlooking whether it is that gap quickly, once they become in such a sensitive industry like appropriate or not. The continued use of children comfortable with the idea of fashion and lifestyle,” he asserts. playing adults has been done from a brand identity shopping for lifestyle products on He is of the opinion that it will be a perspective. “They have become the point of Flipkart.com,” Vohra says. challenge for Flipkart to make this identity for the brand, which was the whole Ankit Nagori, VP - retail new category aspirational. idea,” he explains. The campaign appears in print, (lifestyle), Flipkart.com, says that Apart from all the usual outdoor and digital too. the brand will undergo a few problems of achieving profitability As a teaser to the campaign, the brand ran changes soon. For one, the website in e-commerce, the size issue is a ‘Guess the brand’ contest, creating a fresh will undergo a design change peculiar to this category. Swarup Facebook page on April 24. The films sans brand to make it visually appealing. says, “Size is an issue across the name and logo were put up with a promise of Secondly, Flipkart intends to set up world, including India. So, a giving away a Samsung Galaxy S4. Nearly 3,000 its brand stores, where customers medium size in one brand may not people participated over three days and almost can directly shop for brands. The be the same in another,” she says. everyone got it right. e-commerce site claims to have She feels that the ‘try and buy’ Ravi Vohra, senior VP - marketing, Flipkart partnered with over 350 clothing service offered by some portals admits, in a press statement, that Flipkart has been and footwear brands. is not economically viable in the long run. That’s where technology can come to the aid with virtual Flipkart has been late to enter fashion and tryouts. She sees that happening in Iyer (top) and Vohra the course of a year. „ lifestyle but hopes to make up for lost time. [email protected]

8 afaqs! Reporter, May 16-31, 2013 THE VOICE OF GURGAON

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PORTFOLIO NIGHT 11 << FRQWLQXHGIURPSDJH Stunt Upgrade... Busting Myths be PulsarMania. PulsarMania is the DNA of the brand. So, no matter how much the bike changes, The new theme aims to do away with the myths in the in terms of technology and performance, we would like to retain the attitude, which in this case is the advertising industry today. News Bureau mania. Considering we own it (performance), repeating it (the attitude) once in a while only proves beneficial for the brand’s health.” They reveal that Blanco was the obvious choice as the director for the film considering that he has a lot of experience in shooting adventure and performance related films for Red Bull. Also, since the amusement park was empty, it added an eerie quality to the film and served as an interesting backdrop to the new Pulsar 200NS, they add. The campaign is targeted at men in the age group of 18-24 years, from SEC A and B. The campaign was launched on April 19 on SET Max (the official broadcaster of IPL), and will carry on till the end of May. Besides television, the brand is also using social media. A day before it was launched on television, the film was put up on Pulsar’s Facebook page, for exclusive viewing of its 1 million fans. In addition to the latest variant, the brand has four models, namely, Pulsar 135, 150, 180 and 220.

PRECISE COMMUNICATION? mit Akali, national creative director, Grey, Asays that while the TVC has been shot well and the location is great, the ad was overshadowed by the brand’s earlier campaigns. “I saw the ad on he theme for Portfolio Night 11, to be television and my first thought was ‘Pulsar’s done held at JWT’s office on May 22, was nicer films in the past.’ And I stick to that thought.” Tunveiled by the agency. Being held for the Akali adds that right from ‘definitely male’ to fourth time in India, the event will be hosted by ‘fastest Indian’, Pulsar’s done some great work. JWT for the first time. Ogilvy managed the event on the earlier three occasions. The theme for Portfolio Night 11 is ‘An Eye Opener’. JWT India has released the first video for the event, on the social media and digital platforms, which shows a young man aspiring for a break in an advertising agency. He lands up for an interview with Ashish Khazanchi, NCD, Publicis Ambience. the cost for registering is USD 40. The agency has also put up around 10 large Prasoon Joshi, Piyush Pandey, Ashish format billboards across key points in Mumbai Khazanchi, Sonal Dabral, Amer Jaleel, Manish and is also targeting advertising colleges across Bhatt, Raghu Bhat, Malvika Mehra, Santosh Pune, Ahmedabad and Baroda. Paddy, Russel Barett, Carlton D’Silva, K S On the social media front, the agency plans Chakravarthy (Chax), Ravi Deshpande, Josy Paul Sawant (L) and Shetty: the stuntmen to initiate conversations and connect with the and Sagar Mahabaleshwarkar will evaluate the youth on what they think about advertising. portfolios of the participants. “While I like the way this ad is shot and the On Twitter, students are urged to tweet their Speaking about the theme this year, Tista location, even when it comes to showcasing it as a thoughts to @pnmumbai11, using hashtag Sen, NCD, JWT India, says, “Many think that to stunt bike, the PulsarMania commercial had stunt #WhatIThinkAboutAdvertising. work in advertising, you have to be cool, show an artistes performing beautifully choreographed As part of the campaign, the accent, be able to drink well and bike aerobics to some great music. That one had responses of a few advertising other such things. We want to tell a more real feel to it and stuck in your memory. students have been seeded on the people that it’s simple and serious Maybe it’s not fair to compare, but I guess Portfolio Night Facebook page. hard work, which is as good as any past Pulsar commercials have spoilt me!” he Some innovative tweets have been other industry.” concludes. converted into posters, put up in Portfolio Night is a platform for Swati Bhattacharya, national creative director, colleges and circulated online. advertising and creative freshers JWT India, too feels something amiss in the The agency has also created to meet with several renowned current campaign. “I have always liked Pulsar ads a microsite, where interested creative directors for advice, but this is so ‘not Pulsar’. Pulsar stunts have always participants can find information networking and recruitment. The had that special quality, of seeming, feeling and about the registration process. event is scheduled to take place looking real. This one looks like something was Registrations will be open till simultaneously in over 20 cities done in a hurry. Hence, the soul is missing. I was May 21. JWT India has kept the across the world. „ pretty disappointed,” she opines. „ number of registrations to 100 and Sen: changing perception [email protected] [email protected]

10 afaqs! Reporter, May 16-31, 2013

1(:6$'9(57,6,1* ABP NEWS Moving Ahead The Hindi news channel’s latest campaign emphasises that its viewers stay ahead. By Rashmi Menon

hai. ABP News, aapko rakhe aage.” The campaign is, technically, the second from the ABP News stable. The first one conveyed the channel’s name change exercise (from Star News) and was carried out last year around the same time. Neeraj Sanan, chief marketing officer, MCCS says that the channel decided to launch a campaign now as it felt that the earlier campaign’s effect was waning. Besides, being the start of a new financial year, there was a need to energise eve ryone about the brand, including the internal team. The campaign aims to bring alive the brand thought, ‘Aapko rakhe aage’, a tagline that can be used in any realm of life. In the context of news, the tagline signifies knowledge and awareness that helps the viewer get recognition in his/her community, Sanan explains. And, according to him, nformation is a powerful tool and a pragmatic this insight has been beautifully take on the right information commands This is the channel’s captured by the agency in the Iattention. second campaign after its TVC. “In fact”, he adds, “when ABP News’ latest campaign reiterates the the protagonist realises that brand’s tagline ‘Aapko rakhe aage’, by conveying the name change exercise. everyone has been listening to significance of the right source of information, and him, the realisation brings out emphasising that its viewers stay ahead. the few politically elected representatives. He the emotional pay off of ‘Apko rakhe aage’.” Conceptualised by Lowe Lintas & Partners, the adds that if people take interest and take up their According to Sanan, in a fiercely competitive one-film television campaign has been directed by responsibilities, change will happen without any category like news, one of the challenges for the Abhijit Sudhakar of Jamic Films. protests. Suddenly, he realises the café has turned brand is to ensure that it is differentiated within The film opens in a crowded coffee house, where quiet and everyone is looking at him. The scene the category. “At the thought level, it is a challenge the protagonist tells his friend that democracy then switches to him watching ABP News, and the functions because of people and not because of voiceover saying, “ABP News sunnewalo ki sab sunte FRQWLQXHGRQSDJH>>

TANISHQ is met with a moment of silence, for his sister, struck. “We didn’t full of emotional undercurrents, want to make the TVC completely followed by the voiceover - “Kabhi on price point. The communication Affordable and Adorable kabhi pyaar dikhane ke liye zyada kuch also had to touch emotionally, nahi lagta. Tanishq, ab sirf `5,000 se which has been the feel and tonality The brand’s new campaign talks about its shuru”. of the brand throughout,” he says. Deepika Sabharwal Tewari, GM Iyer says that the nuances of affordable jewellery range. By Rashmi Menon and head of marketing, Tanishq, emotions between the siblings have says that though the brand is very been aptly captured by the director ata group’s Tanishq, which pair of gold earrings from Tanishq desirable and aspirational, through Vivek Kakkad of Curious Films. has so far featured couples - ostensibly for ‘vacating the room’. this campaign, they also wanted to Tin its ads, has widened the convey accessibility. “We wanted to BINDING THOUGHTS? net to include other relationships regain the relevance of the category ima Namchu, ECD, Cheil and convey the affordability factor. among people and show that the NWorldwide, feels the Conceptualised by Lowe Lintas & brand has products that start from campaign is engaging, well directed Partners, the campaign, like the `5,000. However, we wanted to and conveys the message aptly. The brand’s earlier ones, dwells on keep the brand’s speciality,” Tewari voice-over, however, reminds him cherishing relationships through says. Tanishq also wanted to explore of a Domino’s commercial his team Tanishq. The lead characters in the other relations as the category is full had created a few years ago, which TVC are siblings and the focus is on of clichéd husband-wife portrayals. had similar lines - “Kisi ko khushi affordability. Arun Iyer, NCD, Lowe Lintas dene ke liye zyaada kuch nahin chahiye. The film features a young lady & Partners, says the team narrowed Domino’s Pizza Mania, sirf `35mein”. talking to a friend over the phone, on the sibling relationship due to Rajeev Sharma, national brand insisting that the friend attend She asks him whether he spent his the brief. Who would look for gold planning director, Leo Burnett, is the imminent wedding, when her entire salary on the gift, to which the jewellery and at the same time think all praises for the well crafted script, brother comes up and stares at brother gives a smart reply. She then of affordability, thought the team, casting and the underplayed acting her. Typical sibling arguments and asks him whether he has already and the idea of a brother (on his first by the siblings. „ teasing later, he gives her a gift - a started missing her. The question job), who has some money and feels [email protected]

12 afaqs! Reporter, May 16-31, 2013

1(:6',*,7$/ FREECHARGE Emotional Atya-Charge The spoof on TV show Emotional Atyachar highlights the benefits of numerous recharges on FreeCharge. By Satrajit Sen

reeCharge.in, an online recharge service for prepaid Fmobiles, DTH and data card services, has launched a branded entertainment video, in partnership with TheViralFever.com (TVF), an online youth entertainment network. TVF came into prominence with “At FreeCharge, spoofs made on MTV Roadies, and we’re suckers movies like Gangs of Wasseypur and for the Ra.One. The video, which is a spoof of unconventional.” Emotional Atyachar, a TV show that airs KUNAL SHAH on Bindass, highlights the benefits of numerous recharges done through FreeCharge.in, including a chance to win coupons and other deals. kept very subtle. The video doesn’t seem like an about media in general, so subtlety was a must,” The video shows a lady who doubts her advertisement, and that was the intention, claims Shah informs. boyfriend’s loyalty. She suspects that the man is the company. The video is promoted through word of mouth buying top-ups for other ladies’ mobile phones Kunal Shah, founder and CEO, FreeCharge.in, and social media, and if it works well, the company as well. She decides to test his loyalty. During says that the campaign was meant to subtly raise plans to launch a series of such videos with TVF. the test, it is revealed that he actually recharges awareness of the site by exploiting and leveraging a Speaking on how FreeCharge.in benefits from through FreeCharge.in to win shopping coupons pop culture phenomenon, while having some fun this subtle marketing message, Shah states that so that he can treat his girlfriend to movies, pizzas at the same time. “At FreeCharge.in, we’re suckers though this might sound lofty, FreeCharge.in and burgers. The video ends with a message, for the unconventional, and this was a perfect stands for empowering the youth generation. “We ‘Issued in public interest by FreeCharge.in’. medium to experiment with,” he adds. do this today by helping these youths catch a little Launched in the first week of May, the video has The company wanted the youngsters to learn break for doing something as trivial as a recharge received more than four lakh views on YouTube. about FreeCharge.in too, without an exchange - a free burger, a free cappuccino, perhaps a free The mention of FreeCharge.in comes towards for branding and awareness. “We respect that our movie ticket,” he says. „ the end of the story and the branding is also audiences are getting smarter and more cynical [email protected]

the downloads picked up speed ZEE TV during Sa Re Ga Ma Pa and have been the highest during India’s Biggest Dramebaaz. Mobile ‘App’reciation The app is now titled India’s Best Dramebaaz. It will be rebranded Zee TV’s mobile app for its non-fiction properties gets again with the next non-fiction a million downloads. By Devesh Gupta show of Zee, Dance India Dance - Super Moms. Speaking about the strategy, ee TV’s mobile app for its downloads. Research revealed that Akash Chawla, marketing head, non-fiction shows such as the app offered a multi screen national channels, Zee, says, “Our ZDance India Dance, Sa Re Ga experience to audiences and it had research showcased that during the Ma Pa and India’s Biggest Dramebaaz to show something beyond what show we create a huge audience has crossed the one million was already shown on television. base on the mobile/iPad platforms, downloads mark. It took around The insight led to the addition but if we develop a new 12-14 months for the app to reach of new features to the app, such app for the next show, we this level. Instead of launching a as dance tutorials, practice session simply leave the audience new app for every new reality show, videos, interaction with the behind and have to start the channel has adopted the strategy choreographers and other behind- altogether again. So we of converting the existing app for the-scene information, that helped decided otherwise and the new shows. increase engagement. planned to convert the app The story began with the launch Now, with every show launched, every time we launched a of Zee TV’s Dance India Dance the channel adds new features to Zee TV actively new show.” Season 3 in 2012, when the channel the app, such as Live Chat with promoted the The app is free of cost launched an app for the first time. audiences, judges, voting, and mobile app on and is available on all Titled ‘Dance India Dance’, the app dancing/theatre/singing tutorials television. After platforms. „ did not do well and got only 38,000 that help pull the crowds. Dance India Dance, Chawla: app converter [email protected]

14 afaqs! Reporter, May 16-31, 2013

1(:6',*,7$/ CADBURY Sweet Innings Cadbury Dairy Milk rides on the IPL fervour without actually spend- ing a penny on sponsorship. By Satrajit Sen

adbury is both, literally and metaphorically, and retweet of each message. Those who spread a sweet brand. It is not a name associated the message furthest become a part of ‘The Shubh Cwith aggression and certainly not one you’d Aarambh Sharing League’ and are rewarded. think of if someone said ‘ambush marketing’. Winners are decided both on quantitative Cadbury has nothing to do with cricket either. And terms (how far did their updates go) and also by yet, it has snuck forcefully into the current IPL an expert jury which rewards the most creative season with a digital campaign, #ShubhAarambh updates. League, without spending a bean on sponsorship. According to Pinstorm, the campaign had The campaign has been conceptualised by the already generated over 80,000 conversations digital agency, Pinstorm. The campaign took off on Facebook and Twitter, reached 47 million in the week before the tournament started and unique people on Facebook and 3.8 million will continue, albeit in a different form, even after unique people on Twitter, at the beginning of IPL 6 is over. May. Besides, the campaign has also resulted in The campaign has different facets of media doubling the Twitter follower of CDM base and attached to it. First is the offline part (includes added over 250,000 fans to the Facebook page print media and TV) which marks out one set (http://facebook.com/cadburydairymilkindia). of #ShubhAarambh associations. To recall, on Speaking to afaqs!Reporter, Mahesh Murthy, the day that IPL 6 dawned, Cadbury took full founder, Pinstorm, says that the brief was to grow page ads in leading newspapers highlighting the the preference for CDM and broaden its base of #ShubhAarambh hashtag with the message, ‘T20 occasions of usage. ka #ShubhAarambh’. Cadbury got around the fact “The thought was to see if we could make that it couldn’t use the tournament’s name, by the key phrase ‘Shubh Aarambh’ mean more than associating itself with the format, T20. what it has traditionally - to see if we could The online bit is more elaborate. Pinstorm make it more part of youth speak, to encourage has appointed teams that sit and watch the the thought of celebrating more kinds of new matches live in their office, till past midnight, beginnings. The route was to see if we could be seven days a week. During the match, key points part of conversations that would naturally stem of celebration-worthy beginnings are noted, and from the on-going T20 cricket tournament. And are turned into tweets from the Cadbury Dairy the numbers suggest that we have achieved most Milk (CDM) Twitter of that,” Murthy emphasises. profile (https://twitter. He further says that media analytics indicated com/DairyMilkIn). the reach of digital was in the same magnitude At the same time, as that on TV, with the added advantage that graphical Facebook messaging on social comes with. Hence, the updates are also brand opted to go for a digital campaign which is created in real time for supported by print and TV. Pinstorm is also in the special occasions, such process of creating live-action video ads as part of as Chris Gayle’s knock the content is encouraged on both platforms. the same campaign. of 175 or a hat-trick or In the third part, the agency is also using online A recent study by media agency MEC had a great Pollard catch. evangelists Harsha Bhogle and Ayaz Memon to named CDM as the second most talked about These then get posted, judge the best consumer tweets every day, and brand associated with IPL, where the first is the

along with the tweets, FOTOCORP announce small prizes. title sponsor Pepsi. „ and engagement with Murthy: innings begin An online leaderboard measures, live, reach [email protected]

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

MOUNTAIN DEW DISH TV NUTRELA SOYA FOOD The beverage brand from Pepsi’s stable has come out with The DTH company’s brand ambassador, Shahrukh Khan, In its new campaign, the brand, part of Ruchi Soya a new campaign to cash in on the IPL fervour. Titled ‘Dew is back in its latest campaign as HD Inspector, where he Industries, acknowledges homemakers indirectly. The or Die’, the TVC shows Rajasthan Royals’ captain Rahul is seen inspecting frames of his shots to ensure that each commercial shows a man, exchanging his lunch bag with a Dravid egging his team mates to give their best, through a frame is perfect, emphasizing the brand’s HD quality and friend and asking the friend to thank his wife on his behalf. victory chant. services. The brand’s positioning comes through with its tagline ‘Roz kuch naya, roz kuch soya’.

Agency: McCann Erickson Agency: Soho Square Mumbai Agency: JWT Production House: Old School Films Production House: Apocalypso PRINT WOODLAND BENNET & Primarily known for its COLEMAN men’s footwear range, The Times of India Woodland, in its print has launched print campaign, pays tribute campaigns to mark to Neil Armstrong, its 175th anniversary. who passed away last One of them shows year, in a clever way the ‘common man’ by showing a footprint getting an attire on what seems makeover. While one to be the moon’s half of the common pockmarked, uneven man wears the surface. humble dhoti and full- VIDEOCON sleeved Nehru jacket For its air conditioners, the company has released a with spectacles, in print campaign, which shows a bright and clean living black and white, the room. A part of the wall is lined with shelves filled with other half sports a pair of jeans, half-sleeved shirt and vegetables, fruits and other eatables, which one would coloured sunglasses. normally keep in the refrigerator. Thereby, indicating how cool and fresh the Videocon’s air conditioner is. Creative Agency: Lowe Lintas & Partners Creative Agency: Taproot, India Creative Agency: McCann Erickson OOH DIGITAL

FROOTI IDEA MENTOS Parle Agro’s mango drink brand has launched a month- The telecom brand has decked up the bus-shelters in After ‘Khooni kaun hai’, the riddle game, Mentos long outdoor campaign, to gather more eyeballs, in 40 Indore to promote a music concert. The backlit billboard continues with the thread of films comprising collages of cities. The brand has used media such as gantries, poles was a key attraction for the passersby. baffling, random shots of events ending with a question. and billboards. The current one asks, ‘Dhoka kisne diya’ and the person who answers correctly could potentially win `1 lakh.

Agency: Posterscope Agency: Platinum Outdoors Agency: Ogilvy India

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

18 afaqs! Reporter, May 16-31, 2013 XPRESS MONEY Message in a Postcard The money transfer company has initiated a BTL activity in 10 states enabling people to send postcards to their near and dear ones across the globe. By Devesh Gupta

lobal money Tamil Nadu, Punjab, transfer company, Andhra Pradesh, Uttar GXpress Money has Pradesh, Rajasthan, Bihar, initiated a four-month-long West Bengal, Karnataka and below the line activity in 10 Maharashtra. According to states of the country. Titled the company spokesperson, ‘Ghar Kab Aaoge’, the activity these states are the biggest aims to create an emotional markets of Xpress Money connect with users. in India, which is one of As part of the activity, a branded canter travels Xpress Money to different towns and districts, distributing began its postcards and urging people to send messages to their operations in kins working in different India 13 years countries. Xpress Money will pay for the postage of ago. the cards. Volunteers in the van engage people through the leading players in the games and quizzes, and tell money transfer business. them more about money It holds about 20 per cent transfer and investments. share of the cash-to-cash Five postcard entries will transfer market in India. be selected and their kins Vinesh Nair, VP, in foreign countries will be global marketing and given a chance to return communications, Xpress Money, says, “The whole idea here is to connect with the people who receive remittances from foreign countries.” He adds that through this activity, the company will also impart knowledge on how to spend money, as some of the people who receive money have no idea about investments. Xpress Money began its operations in India 13 years ago and has created a home. network of 44,000 agents. Recently, the The canter is positioned outside the company launched a service wherein agent locations of Xpress Money and money can be sent directly by the several high footfall locations such as remittance credit cards issued by Punjab Non-banking financial companies . National Bank. The company plans to The campaign started in April and tie up with other banks too. „ will run till July in the states of Kerala, Nair: emotional message [email protected]

Stories featured on this page highlight innovative marketing techniques using various media vehicles like print, digital and out-of-home. TV & BOLLYWOOD MADE FOR There is enough evidence to show that the relationship between TV and Bollywood is getting stronger by the day. By Anindita Sarkar EACH OTHER

n September last year, Ranbir Kapoor shot an exclusive promo with the news channel Aaj Tak to promote his film Barfi!, just before its theatrical release. It wasn’t just Ianother promo. Kapoor, in his Barfi! avatar, was inserted in the frames of various historic moments across politics, sports and entertainment. So, there was this Barfi character waving during the Anna Hazare movement, when India won the Cricket World Cup, when A.R. Rahman received the Oscar, when Atal Bihari Vajpayee met Pervez Musharraf, and at the F1 race in India where he nearly got run over. The promo did two things: It made Ranbir Kapoor establish himself as the sweet innocent Barfi!; simultaneously it was a Bollywood superstar’s testimony for a leading news channel. In March this year, Ekta Kapoor partnered with Life OK to launch the 16-episode TV series, EK Thhi Naayka, as part of the promo plan for Ek Thi Dayan, which released on April 18. The show was a collection of eight stories where each episode showcased one “maha nayika” waging war with the demons. It featured television superstars Smriti Irani, Sakshi Tanwar, Shweta Tiwari, Ankita Lokhande, Kritika Kamra and Aamna Sharif in lead roles. It also featured the characters from Ek Thi Daayan. Therefore, while Ek Thhi Naayka clearly stood up to push the viewers of Life OK into theatres to watch the movie, it also provided original content to the channel. Even as Bollywood continues to use the medium extensively, TV too has started to increase Saving money apart, integration on TV gives the kind of mileage money can business is getting even closer than before. Each is on youth and music channels, to promote the rarely buy. looking at innovative ways in which to use – and launch of music. And now they are working with benefit - the other. general entertainment channels (GECs) as well. its dependence on the film business. Sony, Zee Ajit Thakur, GM, Life OK, thinks that television Remember the famous Talaash-CID integration and Colors are steadily increasing their movie today is a far more powerful medium than film. It in November last year? Aamir Khan was seen in library. Star TV India recently closed a `400-crore is viewed daily and its reach is far greater than the TV crime serial as inspector Shekhawat (the deal with Ajay Devgan and a similar `500 crore cinema. “We also understand that the popularity character he played in the film Talaash), who deal with Salman Khan for exclusive satellite rights of the big stars of cinema is much greater than that helped the CID team (on Sony) solve the case of of all their upcoming releases until 2017. Hindi of the big stars of TV. Hence, television has started the ‘Red Suitcase Murderer’. movie content makes up 20 per cent of the fare in using the power of Bollywood to take its content People in the film business say that the cost the GEC space. Even in news channels, celluloid to the next level,” he says. of marketing a movie is just too large to pay for content takes up a tenth of the time. Bollywood has been using TV extensively to in cold cash. Saving money apart, integration on promote itself and it is no longer about just buying TV gives the kind of mileage money can rarely THE RELATIONSHIP promo slots. Whether film makers or actors, buy. “With TV, you would be reaching out to here is enough evidence to suggest that the they consciously seek to be present on every every household. And because the channel has an Trelationship between the television and film reality TV show – in addition to being visible interest in promoting these shows, they market

20 afaqs! Reporter, May 16-31, 2013 &29(56725<

Bollywood is more attractive on TV for them since, unlike 400-500 people in the cinema hall watching their product, on TV the audience is mass. Therefore, even as in-film placements are gaining popularity, there are still restrictions as to how far the movie product can go with the ‘in your face integration’. Nevertheless, YRF did take the idea to a fresh level with its last release, Mere Dad Ki Maruti, in which the integration was inherent in the plot-line. “Advertisers are less concerned with films, as Promotional series Ek Thhi Naayka on Life OK their ad spend in cinema is only a small fraction of their TV spend. However, film tie-ups and and `155 crore for co-branded campaigns have managed to become Dabangg 2. Clearly, popular in recent years. But these campaigns run the C&S rights, which on TV anyway,” says Shailesh Kapoor, CEO, typically last for seven Ormax Media. years, are now a major Despite the reach and therefore, the advertiser revenue stream for on its side, television still cannot attract a movie to The Dirty film makers. In these become its first launching spot. Remember how Picture integration in examples, the rights Kamal Haasan’s plan to release Vishwaroopam Bade Achhe accounted for about on direct-to-home (DTH) so angered theatre Lagte Hain 30 per cent of the owners and distributors in Tamil Nadu, that they total revenue from a threatened to boycott the film in theatres? film. “You had a Sholay which ran for two years and Now let’s talk then became a TV product because it took that about the film’s much time for the film to create traction and reach performance on TV. the masses through the cinematic route. Today, Ek Tha Tiger, which with so many theatres and screens, the theatrical had a double world life of a movie is more often than not, just a week. television premiere in Despite that, films need to be in theatres first, Barfi! integration in The movie that was to be launched November 2012, on because they are the original product of theatres,” Aaj Tak promos on the DTH platform first Sony rated 4.6 TVR says P M Balakrishna, COO, Allied Media. (8 pm) and 3.3 TVR them well, which helps us. And then a dual thing (12 noon). SOTY, which premiered on January WAY AHEAD happens: the show gets the ratings while the movie 26 on Sony, notched a TVR of 4.2, contributing oth television and Bollywood play the game gets the promotions. In the long run, it’s beneficial around 29 GRPs to the total of 203 GRPs that the Bof visibility. With a huge population sitting for both,” says Yusuf M Shaikh, head - distribution channel collected that week. Dabangg 2’s premiere out there to be tapped, the relationship between & IPR (Consultant), Percept Pictures. on Star Plus on March 31 garnered a TVR of 4.8 the two will only get stronger. However, with so TVR. much competition, channels will try to corner the MONEY WISE Hindi GECs have a lot at stake in ensuring that bigger stars, thereby giving in to its tendency to f a producer had to buy time on, say, Big Boss their ratings remain stable or above a certain level. chase only the top class brands of Bollywood I(Colors), a 10-second spot could cost him Hindi films are useful vehicles to prop up the (a shortcut),hortcut), instead of creatingcreating its anywhere between `2-5 lakh. However, if his figures especially at times when ratings are running ownn brand ambassadors such promo was integrated into the show, with the lower than anticipated. For a movie, it is the box as a Ram KaKapoorpoor or a Sushant movie stars walking onstage and announcing the office performance and the genre (comedy and Singhgh Rajput.Rajput. The game is release date of the movie, together with host action) that decide its sponsorship worthiness on boundund to getget more and more Salman Khan – well, that’s the kind of mileage TV. That’s why Agneepath, which had an opening expensive.pensive. „ money can’t buy. record of `21.8 crore at the box office on the [email protected]@afaqs.com Equally, the cost of not integrating the film with first day of its release, earned Zee Cinema about other media in an interesting way, can be expensive `8.7 crore for its first world television premiere. too. Take a movie like Zila Ghaziabad, a political The channel got on-boardon-board eighteight brandsbrands to bebe action thriller starring Sanjay Dutt, Arshad Warsi associated with thee movie. and Vivek Oberoi, which was released across 2,000 Rafiq Gangjee,e, VP, marketing & screens, earlier this year. It was an entertaining communications at Yash Raj masala film which was expected to do reasonably Films (YRF) says,ys, “With the well. However, none of the actors could spare the entertainment lineses blurring,blurring, Both Khan and time to market the movie on any of the fiction or the two have starteded llookingooking Devgn have signed movie reality shows and be a part of any TV promotions. more and more likeike strangestrange acquisition Result? Potential viewers who could have come to bedfellows. In realeal terms,terms, the deals with Star watch the movie, did not even get to know about two are the strongestgest competitors Plus. its release, leading to low box office collections. for the same mmind-space,ind-space, but According to the FICCI-KPMG 2013 report, inextricably dependentendent on each revenue of the Hindi film business from cable other. But then wewe are a countrycountry and satellite (C&S) rights grew by 20 per cent in full of paradoxes!”” 2012. The C&S rights for an average high budget Bollywood movie were sold for about `30-40 crore THE ADDEDDED with a few exceptions: Ek Tha Tiger was bought ADVANTAGEGE for approximately `75 crore (the highest till date) elevision winsns out while Student Of The Year (SOTY) and Dabangg2 Tas a mediumum for were sold for `50 crore each. Talk about their box advertisers as featurefeaturee office collections and the numbers stand at about films will alwayss bbee `200 crore for Ek Tha Tiger, `70 crore for SOTY the second option.tion. 1(:6',*,7$/ REDIFF.COM Re-designed The makeover comes almost after four years of the portal’s much “The visuals criticised minimalist homepage look adopted in 2009. News Bureau have been used to not merely ediff.com has launched its latest avatar illustrate a story featuring a new homepage that sports a but often to tell Rtiled interface. The redesign comes almost after four years of the portal’s much criticised the story itself minimalist homepage look that it adopted in 2009. like a headline.” According to the company, the new Rediff homepage is an assortment of content and services, AJIT BALAKRISHNAN using the contemporary grid layout that is visually rich. Each unit of the grid features the latest says Balakrishnan. information, photographs and videos, giving it a According to him, the company has swung more interactive and image-friendly appearance. from a minimalist look to a visual-dominated one Featuring 30 headlines, the new homepage keeping in mind the swing of users from the PC offers a wide assortment of relevant news items to visually rich tablets and smartphones. “The way from across sections like news and politics, our designers have used visuals is not merely to business, movies, get ahead, cricket and sports. illustrate a story but often to tell the story itself like Rediff’s e-commerce platform also gets a large a headline,” he adds. footprint on the homepage. Though Balakrishnan didn’t specify any changes Speaking to afaqs!Reporter, Ajit Balakrishnan, in advertising rates for the Rediff homepage, chairman and CEO, Rediff.com says that the if experts are to be believed, Rediff’s financial company had opened the new home page to all its performance has been affected because of its users on April 29. decision to remove all advertisements from its “We exposed it to a random sample of 10 per home page in 2009. cent of our users to test various elements in it. Although it had affected revenue in the short The Indian internet user base is quickly moving term, the firm expected that the uncluttered home to consume our services on various types of page would result in an improvement in customer mobile devices, whether at home or on the go. experience and, hence, an increase in the number As a result, this transition required us to take a of unique users on its website. It, thus, increased fresh and innovative view of how our users are spends on brand building activities. Balakrishnan likely to interact with our portal. Our new tiled The company has swung did not reveal whether the company plans to interface is a step towards making it easy for a from a minimalist look to a launch a media campaign to highlight the new rapidly growing segment of users, who access our homepage. „ website from tablet like touch screen devices,” visual-dominated one. [email protected]

booking agents. The next phase, site. “We expect a pretty healthy REDBUS therefore, is to attract them. increase post the campaign,” Gupta “The initial transactions on the says, adding that as the leader in site happened through net-savvy the category, the idea is to grow Offline Drive people. But the category will grow the business pie, rather than market only when we educate consumers share. Looking at other e-commerce The ticketing portal will launch its first ever offline about the merits of booking tickets businesses, which have undertaken TV campaigns, Gupta expects the advertising campaign in six years. By Rashmi Menon web traffic to grow by three to four times. At present, the portal receives fter six years of rapidly business. This was done by providing on an average 3 million people every growing the business of selling software solutions to bus operators month and sells about 30,000 seats Aluxury bus seats, redBus.in and computerising the booking per day. is about to launch its first offline process. The campaign has been advertising campaign, comprising The brand had conceputalised and created by Lowe three television commercials. The been concept- online: that it is simple, Lintas & Partners. The advertising message is summed up in its punch selling to the secure and offers a wide will be focused on South and West line - ‘When you gotta go, you gotta go’. operators, showing range of choices,” Gupta India, where the Bengaluru-based The brand will also promote the the inventory to states. redBus first turned its attention, campaign extensively on the digital consumers and The luxury bus and where luxury bus travel is well front, through social media plus organising the whole ticketing is a $3 billion developed. display and banner ads. category, for the last market in India of which The TVCs will be shown in redBus’ CMO, LK Gupta, five years. However, barely 10 percent comes regional channels as well. The who held the same position at LG the bulk of the from online. Apart from campaign will run for two months Electronics until recently, explains consumers still book raising awareness, the and is aimed to coincide with the that the brand spent its initial their bus tickets second objective is to vacation season. „ years building the backbone of the offline, through Gupta: driving traffic increase traffic on the [email protected]

22 afaqs! Reporter, May 16-31, 2013

352),/( _1(:6 MONICA TATA I MANAGING DIRECTOR I HBO INDIA Richard Li who had set it up. “So, I am older than Murdoch in Star,” she laughs. Tata was to stay at Star for a dozen years, growing to become senior vice-president, ad sales, and it is here that her professional founda- Steadfast! tion was built. She did some other stuff besides, such as being part of the team that launched Star Gold. She is very proud that she was part of the core team that built the business at a time when nobody knew about cable and satellite. Just when she thought that stagnation was creeping in, Turner came along, which she joined as sales head. In those days, it consisted of just Cartoon Network (CN), Pogo having barely been launched. “There were a lot of ups and downs at Turner, but I enjoyed all of it. CN was a good channel but it had its own lifecycle. Other channels were launched in competition. Then, Chhota Bheem happened and Pogo became the No 1 channel.” HBO and Warner Brothers were to sign a distribution and ad sales deal with Turner much later. After nine years at Turner, Tata quit in November, 2012. And then her belief in con- FOTOCORP nections leading to something else worked out again and she By Raushni Bhagia did not bother with the MBA was offered the top job at HBO. degree either. “There were “HBO was almost like a perfect onica Tata believes that careers are not The company was soon opportunity for me. I love the built by jumping jobs, and it shows. merged with a Delhi-based a lot of ups brand.” MAfter 23 years in the business, she has Sunday newspaper, Sunday When she joined the media recently taken on what is only her fifth assign- Mail. By default, Tata ended up and downs at business, the bias against ment, as managing director of HBO India. doing ad sales in print. Though women employees was evident. That she is in the media business at all the publication itself folded up, Turner, but I As she went up the ladder, she is a matter of chance. After graduating from she says, “Sunday Mail was the enjoyed all feels upset that responsibility Mumbai’s Narsee Monji, she decided to appear entry ground for many people was denied to her just because for the MBA entrance exam on her friends’ in the media industry today. of it.” she was a woman with children. advice. Meanwhile, she got to know of a walk- Uday Shankar, Raj Nayak, Yash “It was disheartening that a male in interview for a company near her home: she Khanna, Shanti Rao, all of them colleague of the same senior- appeared and got the job. have worked with Sunday Mail ity was five years ahead, simply This was for a Dalmia Group company, which at one point of time or the other.” She especially because of gender,” she says ruefully. wanted to launch a video magazine called India remembers the head of ad sales, Brian D’Silva, Looking back, Tata reflects that she let some View. This was 1989, a few years before the sat- who taught her a lot. opportunities to work abroad with the inter- ellite TV boom. The newcomer’s job was to get Looking back, Tata marvels at how one thing national media networks pass by. “I had two subscriptions for this magazine. “Many housing always led to another in her career, often because daughters, a family and it didn’t make sense to societies had signs which read, ‘Dogs and sales- of some human connection. With Sunday Mail uproot everybody and move out. But I have won- people not allowed’,” Tata recalls with a smile. winding up, she joined Mid Day. “After just a dered what would have happened had I taken Because she turned out to be the star salesper- few months there, I got a call from Yash Khanna. those up.” As for now, “I don’t think I would be son, Tata was taken into ad sales. She wasn’t sure He told me about a new company, Star TV, being able to move out of India today, because dil hai what that meant, but Tata had found her future: brought into India ‘by some Chinese’.” This completely Hindustani.” „ “I never turned back after that,” she says and was before Rupert Murdoch bought Star from [email protected]

1(:60(',$ HEADLINES TODAY Making News After being the perpetual laggard in the genre, the channel is growing in popularity and upsetting the established pecking order. By Raushni Bhagia

n each of the first 30 weeks of 2012, Headlines Today was No 4 in a five-horse race, in which OVER THE YEARS... NewsX has never been a serious contender. I NDTV 24x7 CNN IBN Headlines Today Times Now News X It lagged behind Times Now, NDTV 24X7 and CNN IBN, managing a market share of typically 90 around 10 per cent (C&S 25+ All India 1mn+). 80 Headlines Today found some life in the second half of 2012, when every second week or so, the 70 channel would rise to get to No 3, ahead of either 60 NDTV or CNN IBN or tying with one of them. 50 From an average share of about 10 per cent in the first half, the channel climbed to about 16 per cent 40 in the second half of the year. 30

That seemed like an achievement by a channel &+$11(/6+$5(,1 20 which had never really got off the ground, ever 10 since it was launched in 2003. In a two-horse race 0 involving NDTV 24X7, Headlines Today had an CY 2003 CY 2004 CY 2005 CY 2006 CY 2007 CY 2008 CY 2009 CY 2010 CY 2011 CY 2012 CY 2013 annual share of 20-30 per cent, during 2003-05. (till 27th April) When CNN IBN and Times Now appeared on Source: TAM (through subscriber), CY= Calendar Year, Market: All India 1 Million +, TG: CS 25+ the scene, Headlines Today’s share slid to barely above single digits. Its share subsequently stayed - on an annual basis - between 10-15 per cent. ...AND IN 2013 No wonder then that it had to live all these years in the rather long shadow of Aaj Tak, its NDTV 24x7 CNN IBN Headlines Today Times Now News X stable mate and leading Hindi news channel. The 45 English channel was frequently bundled with the Hindi one, when it came to ad sales. 40 It was last year that Headlines Today underwent 35 a change in programming by launching a new 30 breakfast show, Wake Up India; introducing News 25 Night with Rahul Shivshankar at 8 pm; changing the format of Centre Stage with Rahul Kanwal to focus 20 less on talk and more on news; and introducing 15

India Reports at 10 pm. &+$11(/6+$5(,1 10 Ashish Bagga, group CEO, India Today Group, explains, “India Reports is the only show at 10 pm, 5 among all English news channels, which is not in 0 a discussion or debate format, but has all the news Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 of the day. News dominates our agenda and we Source: TAM (through subscriber), Market: All India 1 Million +, TG: CS 25+, Period: Wk 1 – Wk 17’ 2013 have reduced our entertainment programming drastically.” also fine-tuned its target group last year. The target The channel currently has an hour of “News dominates group now is male, 25+ AB, who lives in one of entertainment-based content. There has been a the six metros. clear shift in focus to hard news, because of which, our agenda and Headlines Today has been gathering fresh Bagga says, the early prime time and late night slot we have reduced strength in 2013. It jostles for numbers with saw an increase in viewership. our entertainment NDTV 24X7 and CNN IBN and, in the average To add to the buzz, the channel launched the share over the last four weeks (Week 14-17), it has ‘Right to Be Heard’ campaign. This integrated programming actually nudged past both to take the second spot campaign, started at the beginning of 2012, across drastically.” behind Times Now (C&S 25+ All India 1mn+). print, radio, digital - led by TV - made a common ASHISH BAGGA The channel will have to do more to show that it voice resound till it was heard. can sustain this performance. There is a separate website dedicated to the Fame will take a little longer to come. Shekhar campaign, to help raise the voices that have gone “What got us Banerjee, senior VP, Madison Media, explains that unheard till now. In the second outreach phase of for news channels, the viewership numbers are so the campaign, ‘Right to be Heard’ boxes have been here won’t keep small that the buying completely depends on the placed in more than 100 Cafe Coffee Day outlets us here. We are market perception. “Headlines Today has a long and a Quarterathon is planned around Women’s way to go before it gets into the same league, in Safety shortly. in the process of image terms, as its rivals,” he adds. Another media Vivek Malhotra, VP, marketing, strategic continuous planner points out that though its viewership planning and research, TV Today Network, says, re-invention.” is rising, it doesn’t have recognizable faces or that the campaign has contributed immensely to the channel’s growth in recent times. The channel VIVEK MALHOTRA FRQWLQXHGRQSDJH>>

26 afaqs! Reporter, May 16-31, 2013

1(:60(',$ BCCL & HUL A Tribute to Mothers Navbharat Times and Maharashtra Times, in partnership with Clinic Plus shampoo, carried a greeting card innovation on Mother’s Day. News Bureau

he language dailies from building emotional relationships Bennett, Coleman & Co with consumers. However, media T(BCCL), Navbharat Times brands like NBT and MT are (NBT) and Maharashtra Times also great platforms for innovative (MT), joined hands with FMCG engagement and, therefore, player Clinic Plus and Mindshare emotional connect.” Fulcrum to celebrate Mother’s Rahul Kansal, executive Day. On May 12, the two dailies president, The Times of India carried greeting cards in their Group, says, “MT and NBT Delhi and Mumbai editions. represent the new consumer, Around 30 lakh readers who is more affluent, empowered received greeting cards, stuck onto and perhaps smarter than the a four-page Mother’s Day special previous generation of shoppers. glossy supplement, that endorsed The BCCL language brands enjoy the mother-daughter relationship. a huge popularity amongst this The greeting card could be taken growing segment of consumers off by the readers and used to wish and are the harbingers of their their mothers. aspirations, hopes and dreams.” Talking about the innovation, The readers were also urged to Ranjeet Kate, director, Response, send the filled-in greeting cards The Times of India Group, says, back to the NBT and MT offices, “The conventional thinking is that in the two cities. The best entries television is a good medium for will be featured in the newspapers in the coming days. The insight was that mothers and daughters “The conventional “The new are candid about their thoughts, emotions and thinking is that consumer is expressions and keeping up with the pace of their television is a more affluent, daughters’ changing world, mothers have donned the role of a confidant. good medium empowered and “Since its launch, Clinic Plus has been the for building perhaps smarter brand that celebrates the relationship between a emotional than the previous mother and a daughter. Mother’s Day gives Clinic Plus a platform to invite consumers to celebrate relationships with generation of this bond with us,” says Srinandan Sundaram, consumers.” shoppers.” general manager, Hair Care, HUL. „ RANJEET KATE RAHUL KANSAL [email protected] FOTOCORP

<< FRQWLQXHGIURPSDJH was given the look of a café. As for extended to print, outdoor and digital Sandhya Srinivasan, managing the protagonist, Iyer says they were media as well. partner and chief strategy officer, looking for a working class hero who Law & Kenneth, points out that from Moving Ahead... does his job sincerely, is diligent and NEWS AND VIEWS a news-product point of view, the hardworking, and represents young aj Nair, chief creative officer, proposition ‘Aapko rakhe aage’ is not to tell people that ABP News is the India. “We wanted an actor, who not RBMB India, believes that unique, but the treatment of the ad leader. Unlike others who talk about only looks the part but also speaks the execution is polished and the is something new. themselves, ABP News talks about the part,” he says. production is good. The casting is “The proposition is something consumers. We keep the focus on The one-month campaign is carefully done, as the man looks you may have heard before. However, consumers first,” he says. earnest. as a Hindi news channel, how they Shriram Iyer, creative head, Delhi, “Despite all of the above, I don’t are projecting it, is interesting. It Lowe Lintas & Partners, says the idea know if people will exactly be ‘goose looks like they are addressing slightly was to give a new interpretation to bumped’ into action. Even with all more educated Hindi news viewers,” the brand’s tagline. the ingredients, the creative, perhaps, Srinivasan says. “When the protagonist realises isn’t as rousing and leaves me a bit She adds that the message of ‘if that everyone in the café has been cold. The question to ask is, will you have a view, you stand for it’, is listening to his conversation, he the viewer/consumer see the spot, something one would expect from smiles, indicating a charming hear the line ‘Aapko rakhe aagey’ and English news channels. Seeing it embarrassment,” he says. want to change to ABP? I wonder from a Hindi channel is a different The film was shot at Mumbai’s St if enough has been done to ensure way of presenting news. „ Andrew’s College auditorium, which Sanan and Iyer: staying ahead this,” Nair opines. [email protected]

afaqs! Reporter, May 16-31, 2013 27 %<,19,7$7,21 Well-known professionals write on issues that they feel passionately about

KIRAN KOSHY The Sell > Scam

he recent, and rather tionalised scam here. No building a my career I’d like to share have both in the US. Their budget was dwarfed shameful, Ford Figo fiasco resume with fake work and illegiti- involved the joy of The Sell. by the competition. The wise, and touched a nerve. After all, mate awards. Very liberating. The first was a Super Bowl com- very senior, chairman and founder the creeping culture of And there’s real work for real cli- mercial for Bridgestone. The agency of the company, knew he had to be Tscam advertising had prompted me ents...tons of it. It led me to discover picked 11 ideas, out of the 200 pre- bold to compete. So he picked the to plot my escape from the Indian ad joy in something very under-rated, sented internally, to take to the campaign he thought was most dis- industry. something often ignored, almost for- client. I made the 11. We flew on ruptive and entertaining - which was I noticed a spike in scam work by gotten...The Sell. There’s no greater the agency jet (Yes, the agency has mine. “Funny trumps everything.” the late 90s. Everyone was doing it, feeling than selling a campaign you a jet!) to the Bridgestone offices, His exact words. and it had gotten to a point where The campaign idea? A technol- you were expected to send “award- ogy talk show hosted by two Indian winning” work to the Asia-Pac engineers on H1B visas, acting as blokes sitting in Singapore, when humorous proxies for the client. No award show season was nigh. US telecom brand had ever used an And it really didn’t matter who Indian as its sole public face, even the client was. Agencies were will- though Indian engineers are ubiqui- ing to bankroll the rather expensive tous within the technology backbone process - the production and the of the US. As with most comedy, we show fees. The rationale, one visit- knew we’d offend some people. The ing Aussie head honcho told us, was client was willing to take that risk. - awards at Cannes meant increased The campaign lasted two years, stock value for the network. during the course of which we shot Most creatives played along. The over 40 commercials, including ver- real work wasn’t particularly satis- sions in Spanish with a Hispanic cast. fying; most clients just wanted a One spot ran during the Super Bowl cricketer or the latest Bollywood tool and made it to SpikeTV’s list of fun- to shill their product, rarely enter- niest Super Bowl commercials that taining a creative solution that would year. The client spent over $3 million cost much less. Awards for fake work

28 afaqs! Reporter, May 16-31, 2013 1(:60(',$ ETV MARATHI Money Spinner With KBC, ETV Marathi aims to rake it in. By Raushni Bhagia

aun Banega Crorepati, currently on air 26,000 for a 10-second slot. It is ccostsos of production, being a regional on ETV Marathi (christened Kon Hoeel learnt that the channel chargess pplayer, Anuj Poddar, EVP and KMarathi Crorepati - KHMC), is still getting about `10,000 for a 10-second business head, regional channels, high revenues for channels. Prior to the Marathi slot for other programmes. Viacom18, in partenership with version, there have been adaptations of the format Planners and buyers say that ETV, says, “The same set that in India in six languages - Hindi (Star Plus and advertisers pay the premium was used for the Hindi version now on Sony), Bhojpuri (Mahua TV), Bengali price since it is a high impact is being used for KHMC. No (Mahua Bangla), Kannada (Suvarna), Tamil (Star property. The show went on air compromises are being made Vijay) and Malayalam (Asianet). on May, 6 and airs at 9 pm, from on the quality of the show, KHMC is expected to garner revenues of close Monday to Thursday. tthough the costs are lower.” to `12 crore in about 60-80 episodes of the season. It may be noted that the costost He suggests that the lower The channel has tied up with New Fair and Lovely of production of the Hindi versionrsion llicenseicens fee, compared to that of the for title sponsorship, earning about `4.5-4.7 crore. was very high. Also, the highlightsli h of f HiHindi di version, and lower costs to get The ‘powered by’ sponsor, telecom brand Idea, the format are the set and the celebrity. When celebrities on board, helped incur lesser expenses. is believed to have shelled out approximately `2 asked how the channel managed to beat the high A bulk of the cost-cutting was also achieved by crore. Though the channel refused to confirm any conducting auditions only in Maharashtra. The of these details, it was also learnt that there are four Marathi edition of the show is being hosted by associate sponsors, each spending close to a crore popular actor Sachin Khedekar. Phalke says that or more for the partnership. Khedekar’s presence in the Hindi cinema space The amount spent by brands varies according is also an important reason for choosing the star. to the terms of the negotiation and the free Poddar states that KHMC is a high impact commercial time (FCT) offered by the channel. reach builder property for the channel, as also The channel has also increased its ad-rates for the for the genre, and is expected to pull a lot of property, informs Amit Phalke, non-fiction head, viewership. ETV Marathi. For the record, ETV Kannada recently acquired Though Phalke chose to remain silent about the license to adapt another big ticket non-fiction the exact details, planners suggest that the spot property, Bigg Boss, for the Kannada audience. „ buys are being offered at the rate of `22,000- Phalke (L) and Poddar: a million dollar move [email protected]

SONY PIX / MGM on the advertising revenues earned. Apart from Skyfall, the chan- nel will also have rights to all the other James Bond movies, from Movies Galore November, 2013. The deal is expected to boost the The channel has tied up with MGM to bring 180 movies over three years. channel’s revenues and share by 30 By Raushni Bhagia per cent, annually. Though Saurabh Yagnik, business head, Sony Pix is tight-lipped about the exact ony Pix, the English movie acquisition costs of the movies, he channel from the MSM stable, mentions that they are vastly differ- Shas signed a deal with Metro ent for Hindi and English movies. Goldwyn Mayer (MGM) Studios “The total GRPs garnered by for a period of three years, start- the Hindi GEC and movie channel ing May, 2013. As part of the deal, space is approximately 1600 GRPs, the channel will get the satellite as against English movies, which rights for about 50-60 movies annu- garner around 80 GRPs. Though ally from the US-based company; of Pix is in talks with the latter caters to metros and towns these, six-seven will be premiered other studios for with more than a million popu- in India. lation, thus, targeting premium The association is the second similar deals. audience, the reach is less. So, the such long-term deal for the chan- costs too differ a lot,” he explains. nel; the first one was with Sony miered on Pix in 2013 include Yagnik confirms that the channel Pictures Television, in 2010. Hobbit, 21 Jump Street, Hansel “We are currently is currently scaling up investments Sony Pix, launched in April, and Gretel: Witch Hunters, WOW, scaling up investments in acquiring content. It is learnt that 2006, competes with channels such Skyfall and The Girl with the Dragon the channel invests about 50-60 per as HBO, STAR Movies, Movies Tattoo (provided the clearances are in acquiring content.” cent of its advertising revenue on Now and Zee Studio. Some of its acquired for it). The channel has SAURABH YAGNIK content acquisition, annually. Pix is competitors have partnerships with paid a licence fee to MGM for in talks with other studios for simi- three-four studios, each. the duration of three years, and it lar deals. „ The movies that will be pre- doesn’t need to share any margins [email protected]

afaqs! Reporter, May 16-31, 2013 29 %<,19,7$7,21 Well-known professionals write on issues that they feel passionately about

SHYAM G IYER Corporate Animals

t’s a jungle out there” is very true like self-awareness and ability to when it comes to the modern- empathise. Chimps are certainly the Iday workplace. The corporate special lot, and when it comes to the animal has a lot in common with corporate world the story is the same. its jungle counterparts, when it Relatively more evolved, aware, comes to displaying unique traits and mature and sharper, the chimps characteristics. Let us look at a few grab faster promotions and meatier obvious ones. roles, as they are always a step ahead amongst their peers. Not hard to THE CHAMELEON spot one, think of the consistent star- hey are usually spotted across all performers within your group - well, Tkinds of offices, as they thrive they are the chimps, after all. in diverse corporate cultures and climates. Their ability to change THE SLIMY SNAKE colours and camouflage their identity his one needs no introduction, makes up for their lack of skills, Tbe it the boardroom or the and also guarantees their survival, jungle. Supremely capable of striking if not growth. An unusually long at the most unexpected moment, and sticky tongue helps them modern-day snakes are also referred devour unsuspecting prey and their to as back-stabbers and opportunists. camouflaging skills keep them ³,W¶VDMXQJOHRXWWKHUH´LVYHU\WUXHZKHQ These silent predators are creepy, as insured against the worst recessions. they slither along quietly, waiting for The chameleon is a champ. He/she LWFRPHVWRWKHPRGHUQGD\ZRUNSODFH the right moment to put their venom is at equal ease with one and all and to best use. knows the exact rules of the game to survive. in water. Boardroom Hippos have a quietly goes about its daily chores THE CATTY COLLEAGUE striking resemblance to their jungle without uttering a word. Trained hey love staying in the spotlight, THE FOX counterparts. Forever at a loss when to respond to the signals of its Tthey cherish being talked about ly and cunning, they can be best it comes to understanding timelines master, the Ox is neither ambitious, and usually see a halo around their Sdescribed as opportunistic feeders. and urgency, for them good work is scheming nor aggressive. It is quiet, head (in the mirror). Cats are Wary of trusting others, they fiercely built on the foundation of patience, hard-working and fairly chilled out. everywhere. For them, sending guard their territory and do not mind an eye for detail and a systematic These unique qualities make an Ox a unnecessary ‘CCs’ is perfectly feeding on someone else’s kill. All approach. If service-level-agreement ‘must-have’ species for any employer justified, as they’d rather the entire that matters is the carcass, and they says three days, why deliver earlier? in the corporate jungle. You can unit notices their efforts. Following can play both the predator as well as Hippos have to be dealt with with find them almost everywhere around up the mail with a ‘Forward’ button- the scavenger to suit any situation. a fair degree of patience. Hippos you, never perturbed about inflation press to the top-dogs, is their way You can spot the corporate fox in the respond best when in person, and are or increments or never a part of the of passing the correct, subtle-signals boardroom, making the right noises usually not friends with technology rat-race, unlike most other species. for a generous appraisal. Making the when it matters the most, or near and gizmos. Hippos can take power- Think ‘long-tenure’ and you’ll find right noises on the phone, timed the water cooler, conspiring against a naps with eyes wide open. They can an ox around you! strategically while the boss walks newbie recruit. Once identified, it is look deceptively involved as they past, is nothing short of amplifying best to steer clear of the fox! nod their heads in agreement during COOL CHIMPS their passion at the workplace. Yes, meetings, while actually being lost in hey are perhaps the most cats are everywhere. And remember, THE HAPPY HIPPOS their own world. Tintelligent lot in the jungle and a cat has nine lives too. „ enerally content and blissfully comparatively smarter and sharper Glazy without a reason, the THE OX than most other animals. Several Hippos can spend close to 16 hours omestic, hard-working and experiments have established their (The author is head, marcom, Tata a day sleeping or just lazing around Dloyal, this is one species that superiority over other animals Teleservices.)

<< FRQWLQXHGIURPSDJH upped its marketing expenses sharply, where the viewer is more important jewellery, other than telecom, retail in the last two years. From almost than anything else. Displacing the and FMCG brands are advertising on nothing, marketing spends now competitors from their positions isn’t Headlines Today. Corporate brands Making News... stand at between 10-15 per cent of enough,” Malhotra says. are coming in too. the topline. “What got us here won’t Claiming that about 150 new Now to see if the channel, which programmes which create positive keep us here. We are in the process advertisers have come on board is making headlines, can complete perception about a news channel. of continuous re-invention. We in 2012-13, Bagga says that high- the rest of its success story. „ Meanwhile, the channel has want to create an uncontested space value categories such as fashion and [email protected]

30 afaqs! Reporter, May 16-31, 2013

,17(59,(: MAURICIO SABOGAL> GLOBAL CEO, BPN SURESH BALAKRISHNA> CEO, BPN INDIA ‘The way media is researched is obsolete’: Sabogal The head hocnhos at BPN (Brand Programming Network) talk about the agency’s different outlook, India as a talent powerhouse and their expansion plans. By Satrajit Sen

A media agency is a media agency, right? What’s different? Sabogal: We look at media differently. The research that companies like Nielsen do on media is totally obsolete. This is the social media era and we are working with Facebook and Twitter, in order to become relevant for the market by includ- ing these data points. Moreover, in the social scenario, we look at studying the influencer rather than the consumer, because the influencer can give you the geographical push that your message needs on these platforms. Besides, there is a difference in the way we analyse budgets. Since media is a variety of touch points these days, brands run a risk of investing in some non-efficient media. That is why we promote the Pay for Performance approach. If the brand succeeds, we gain more money and if it fails, MAURICIO SABOGAL we also lose. That is how, we are different. SURESH BALAKRISHNA Balakrishna: We are focusing a lot on creativity. n 2012, after consolidating Lodestar UM and As you know, all these years we did not ever partic- Do media agencies tend to specialise by Lintas Media Group (LMG), IPG Mediabrands, ipate in an award ceremony. But now we feel that product category? Ithe media holding company of the group, recognition from industry peers is very important Balakrishna: It happens by default more than by had announced the launch of its third agency, and a cupboard full of awards does help in getting design. Once an agency becomes an expert in one BPN (Brand Programming Network) worldwide. them to believe in your creative offerings. particular consumer sector, it tends to get more In conversation with afaqs! Reporter, the two business from sectors where consumers have a CEOs reveal the agency’s plans. Excerpts: How important is India for BPN? similar profile. For example, BPN has Bajaj Auto Sabogal: Very. We are looking at India in two targeting men in the age group18 to 30 years from Why a third agency under the IPG umbrella ways: one, of course as a market that is growing big SEC A and B and similarly, we service Union in India? and two, as a talent resource country. For instance, Bank, Samsonite and Amul Macho, which target Sabogal: I would like to call ourselves a new in our network, the guy who runs all the digital almost the same segment of consumers. agency rather than the third agency. We are a bit part in Asia is from India, the guy who runs analyt- different. We look at media from the point of view ics in our entire group is from here. Since Shashi Sinha took over from Lynn De of innovations. Media is no longer about the tra- Souza, how has the management change ditional vehicles: it has become a touch point for How different is India vis-à-vis developed affected BPN, considering these are early the consumer and we ensure the best use of such markets? days? touch points for our clients’ ROI. Sabogal: In terms of the media industry, I think Balakrishna: Top management changes do have Another reason behind our launching a new the advantage in India is the media and that it an impact on a company and it would be foolish agency globally was that last year, IPG Mediabrands allows you to experiment in different and new to say that Lynn leaving us didn’t have any impact. got US$15 billion worth of business without ways which are not possible in some other mar- But then there was Shashi coming in and the making a single pitch. The industry is growing kets. For example, in the US, it is not easy to try transition had been very good. The advantage that but the options within media agencies are not out new techniques as the media culture there is Shashi brought to the table was that eight years necessarily growing at the same pace. There is a very rigid. That is the reason we see fantastic crea- ago, he has overseen the merger of Lodestar and huge opportunity. tivity from India in festivals like Cannes. UM and he had the experience of leading two big agencies together. Balakrishna: Even in India, if an auto company Balakrishna: Indian agencies are fixers by nature. calls for a pitch, only BPN can pitch from our We will start working on a pitch two days before India was part of BPN’s first launch phase. group because Initiative already handles Maruti the process starts, and then we will do a great job Outline your expansion plans. and Lodestar UM handles Tata Group. And look of it. In other parts of the world, agencies start Sabogal: We started with 13 countries last year at the number of auto manufacturers present in working two-three months before the process and today we have offices in 27 countries. The goal the country! begins. There is a cultural difference in how we is to reach 31 countries by the end of the year and In terms of billing, we are already at about `900 approach work but otherwise, the basics of busi- expand in key markets and countries. „ crore in India. ness remain the same. [email protected]

32 afaqs! Reporter, May 16-31, 2013 SABYASACHI MITTER Managing Director, ibs EXPERIENCE DIFFERENT PLACES, CULTURES AND PEOPLE!

A colleague/co-worker from your industry with whom you wouldwould likelike to go on a holiday.holiday. Nisha,Nisha, my cocolleaguelleague anandd co-founco-founderder of iibs,bs, mamakeskes tthehe bbestest hholidayoliday mate.mate. OhOh byby thethe way, she’sshe’s alsoalso my wife.wife.

What has been youryour “Life me ek Baar” moment? UnderUnder sea walk in Mauritius, especially considering neither my wife nornor I can swim.

HaveHave you ever beenbeen surprisedsurprised byby thethe taste ofof food,food, outsideoutside India?India? WWhere?here? SteamSteam Boat in Chinatown,Chinatown, Singapore. I never realisedrealised thatthat we couldcould bbingeinge on so much non vegveg food in one meal that stretched for a full tthreehree hours.

What and where has been your best bazaar bargain so far? If there is one place you can keep going back to for a holiday, BangkokBangkok street shopping. Amazing stuff, if you have the patience to wherewhere wouldwould it be?be? keepkeep hunting for stuff and have the bargaining genes in youyou.. Thailand. My wife and I love Thai food and it’s a treat to enjoy hot Tom Yum soup and barbecued jumbojumbo prawns. A good Thai foot Which has been the most uniqueunique destination that youyou everever massage at the end of a long dayday is pure bliss.bliss. visited. When and whwhy?y? Cappadocia,Cappadocia, Turkey.Turkey. The most amazing feeling is that of living TellTell us three goodgood thingsthings about travelling.travelling. insideinside real caves. The entire town with its uniqueunique rock formation was No client calls. Family time, which is so difficult in the hectic daily somethingsomething I have never come across before. workwork schedules that we have. And lastly, experience of different places, culturescultures andand people.people. WhatWhat hashas beenbeen your worst traveltravel moment? Why?Why? LandingLanding at Singapore andand realisingrealising thatthat thethe traveltravel agent was missing. WhenWhen youyou travel, what is a must carrycarry for you?you? After a two hour wait and frantic calls to finallfinallyy reach the agent, we MyMy Canon 650D DSLR were told that we had made no bookinbookings.gs.

WhenWhen and where did your best holiday happen? What is the best souvenir you ever bought for anyone? Cappadocia, Turkey in 2012. A Swiss made cuckoo clock that I got from Switzerland for (then girlfriend)girlfriend) my wife, which is the most loved object in our home to As a traveller,traveller, what’swhat’s your tip forfor others?others? thisthis dday.ay. ExploreExplore placesplaces on your own andand avoidavoid packagedpackaged tours. TravelTravel at a lleisurelyeisurely pace. Research the place well and list out things that interest What is youryour “Life me ek Baar” vacation, that youyou would yyou,ou, instead of taking the most popular sightseeing place. Experience definitelydefinitely want to ggoo on? the local cuisine and culture,culture, dal makhni can be had at home as well. Extensive tour of the Tuscan countrcountrysideyside and the lakes of ItalItaly.y. „ 1(:63(23/(

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

he media industry, especially broadcast media, In the news genre, ne of the biggest Twitnessed a lot of people movements in the Times Television Onews from the last fortnight. Network (TTN) has advertising industry, One of the most important appointments was promoted Hemant in the latest fortnight, that of Partho Dasgupta as CEO of Broadcast Arora as business head came from GroupM. Audience Research Council (BARC). This is the of the branded content Hiren Pandit, an old first time that BARC business for its channels hand at the agency, has appointed a CEO ET Now, Times Now quit the organisation and until now, the and Zoom. He will after 13 years. organisation was under continue to report to He was managing the leadership of Punit Avinash Kaul, CEO, partner at GroupM HIREN PANDIT Goenka, who is the HEMANT ARORA ET Now, Times Now and was part of chairman. and Zoom. In 2011, GroupM South Asia’s Dasgupta has Arora moved to TTN from the Bhaskar Group. executive committee (Exco). In his role as man- worked with media Close to the news of Monica Tata (former aging partner, he took care of special projects companies such as GM, entertainment networks, South Asia, with focus on improved productivity. Times Now and Future Turner International) joining HBO as MD, in Meawhile, R K Swamy Media Group has Media, and has worked the last fortnight, Turner International India has appointed Vinish Joshi as VP, North and East. PARTHO DASGUPTA in leadership positions promoted Dhawal Katkar as senior director and He will be responsible for the integrated media with The Economic network head for its English vertical. Earlier, he offering of the company in these regions. Based Times during its growth years. was director, marketing in New Delhi, Joshi will be part of the manage- In another development, V D Wadhwa, who and PR, South Asia, ment team at the group. Before joining R K has been associated with Timex Watches for more Turner International. Swamy, Joshi led the Mediacom Delhi office than 15 years, has joined Siti Cable Network as Katkar’s new for more than six years. chief executive officer. Siti Cable is an Essel Group mandate will include A Percept Hakuhodo Company, IBD India company, which is one of the largest multi system managing integrated and Contract Advertising have beefed up their operators (MSO) in the country. He will be based communication and strategic planning departments. IBD India has in Noida. Wadhwa has over 28 years of experience. content portfolio of taken aboard Jatin Bhatt as chief operating Wadhwa will report to Subhash Chandra, HBO and WB Movies officer and strategy planning director. In his chairman, Siti Cable. (Warner Brothers). new role, Bhatt will be responsible for profit- Earlier this fortnight, the Marathi general Based in Mumbai, he ability and revenue growth and strengthening entertainment channel, Zee Marathi, from the will report to Siddharth DHAWAL KATEKAR the strategic planning and integration functions Zee stable, saw major Jain, MD, South Asia. across 360 degrees. changes. An old hand Meanwhile, HT Until recently, he at the channel, Nikhil Media has roped was with CK (Calvin Sane, who’s been with in Ashu Phakey as Klein) as senior vice- Zee Marathi for over a head, circulation, for president marketing, decade, has moved on to Hindustan Times and business development handle film production, Mint. Phakey has 20 and alliances. He acquisition and years of experience in joined the company in distribution of Marathi sales and marketing. 2011 and was respon- movies under Essel Within the radio sible for marketing Vision Productions. industry, Radio and strategic alliances. Sane was the Mirchi and Big FM Contract V D WADHWA erstwhile business head also announced a few ASHU PHAKEY Advertising has ROHIT SRIVASTAVA of the channel. He will managerial changes. promoted Rohit now report to Nittin Keni, CEO, Essel Vision. Radio Mirchi has promoted Vivek Modi as station Srivastava as chief strategy officer. Srivastava, Deepak Rajadhyaksha, former programming head head for Delhi. Modi has been with Radio Mirchi who has been with the agency for more than of the channel, will step into Sane’s shoes as since 2011 and was working as VP and cluster two decades, was heading core consulting and business head, Zee Marathi. He will report to head, managing the east India business. Replacing strategic planning nationally and will continue Sharada Sunder, EVP, regional channels, ZEEL. Sachin Tagra, senior vice-president and cluster to oversee this division. „ Meanwhile, A+E Networks|TV18 head, North, Radio Mirchi, he will be reporting to has promoted Sudheer K G as VP and head, Mahesh Shetty, chief strategy officer. programming of its The new appointments at Big FM are in the DIGITAL factual entertainment area of sales development. In a new role, Ashwin channel, History TV18. Padmanabhan, erstwhile business head for West alueFirst Digital Media has appointed He will be based in and South, takes over as business head, of the radio VArvind Pal Singh as its content, creative New Delhi and will station. and communication head. Singh, fondly known report to Ritu Kapur, Nitin Jain takes over as national sales head and as Candy in the industry, moves in from programming head, Shalini Dureja moves up as VP, head, impact sales, Purple Focus, where he worked as NCD. A+E Networks|TV18. West and South. Meanwhile, Kiran Thangarajan Singh will operate from Gurgaon and report to His new mandate has been promoted as cluster head, Tamil Nadu Vishwadeep Bajaj, CEO, ValueFirst Media. involves expansion of and Kerala. Charanjeet Arora has moved to the At Purple Focus, he has worked on sev- the audience base. He position of regional business head, North, which eral accounts such as Bajaj RE, DLF, Nokia has nearly 18 years of includes the regions of Uttar Pradesh, Madhya (BTL), Tata Indicom (BTL), Eicher Motors SUDHEER K G experience. Pradesh, Bihar, Jharkhand and Rajasthan. „ and Reliance Big Magic. „

34 afaqs! Reporter, May 16-31, 2013