November 16-30, 2015 Volume 4, Issue 12 `100 16

AIB: ONLINE-MOBILE-OFFLINE

All India Bakchod’s comedy content has traversed the distance between YouTube and television, via , Star India’s mobile app. This could be the first of many such partnerships.

18 68PLUS CAMPAIGN TRAIL TV, Print, Digital Ads 10

PUBLICIS AND FACEBOOK Addressing BFSI Issues 20

MSM REBRANDS 24 ZOMATO FITBIT INC. LIFEBUOY Sony Pictures Networks Discovery to Delivery ‘Find Your Fit’ Lifebuoy’s ‘Chamki’ PEOPLE Will Zomato be able to The wearable, fitness Continuing to fight for 26 unsettle established names? tracking brand is optimistic. children under five. Movement/appointments

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This fortnight... Volume 4, Issue 12 EDITOR arlier this year, when ’s infamous Knockout comedy Sreekant Khandekar Eshow featuring , and Karan Johar hit the World PUBLISHER November 16-30, 2015 Volume 4, Issue 12 100 Prasanna Singh ` Wide Web, who would’ve thought the same group would land a mainline television 16 show - On Air With AIB - on a network like Star? DEPUTY EDITOR Ashwini Gangal From creating YouTube content that pulled in FIRs, to sitting behind a desk, in SENIOR LAYOUT ARTIST classic news reader style, in politician-type vests, talking about fire safety on primetime Vinay Dominic television, Gursimran Khamba, , Rohan Joshi and Ashish Shakya PRODUCTION EXECUTIVE Andrias Kisku have come a long way. ADVERTISING ENQUIRIES AIB: ONLINE-MOBILE-OFFLINE The episodes are made available on Star’s mobile video streaming platform Hotstar Shubham Garg All India Bakchod’s comedy content has traversed the distance 81301 66777 (M); 0120-4077819 (O) between YouTube and television, via Hotstar, Star India’s mobile app. This could be the first of many such partnerships. before they’re telecast on Star Plus, in Hindi, and Star World, in English. Apoorv Kulshrestha 18 68PLUS 9873824700 (M); 0120-4077833 (O) CAMPAIGN TRAIL While AIB, part of a burgeoning new breed of digital content creators, had found TV, Print, Digital Ads 10 Noida

PUBLICIS AND FACEBOOK Addressing BFSI Issues 20 its set of loyalists on YouTube and digital media, the next big question that was Pradeep Hegde MSM REBRANDS Sony Pictures Networks 24 ZOMATO FITBIT INC. LIFEBUOY (022) 40429702-5 Discovery to Delivery ‘Find Your Fit’ Lifebuoy’s ‘Chamki’ PEOPLE beginning to lurk was: What next? Where can they go with all this popularity? Will Zomato be able to The wearable, fitness Continuing to fight for 26 unsettle established names? tracking brand is optimistic. children under five. Movement/appointments Now, the group’s association with Star has opened up a whole new conversation [email protected] that can help answer that. MARKETING OFFICE B-3, First Floor, Sector-4, And it’s not just about moving from niche to mass, in terms of viewers and reach. This kind of association Noida-201301. brings up several other pertinent arguments. For starters, it draws attention to the whole content-versus- Tel: (0120) 4077800. medium discussion. Is content king? It sure is. But, the medium has also found a crown of its own. Another MUMBAI 501-502, Makani Center, 5th Floor, question is, should creating platform-agnostic content be the goal here on? Off Linking Road, Bandra (W), Mumbai - 400050 By landing this deal with Star, has AIB finally ‘arrived’ in the non-YouTube world? Sure. But how Tel: +91-22-40429 709 - 712 fantastic would it be if the year ahead saw more such tie-ups between digital ‘stars’ and broadcast networks? SUBSCRIPTION ENQUIRIES Akhilesh Singh In fact, for this Cover Story, when we asked Arunabh Kumar, founder, , to comment on (0120) 4077837 [email protected] AIB’s association with Star, his answer hardly sounded like that of a competitor. His positivity and candour are very telling. Clearly, he is looking at the larger picture. Owned by Banyan Netfaqs Pvt Ltd and Printed and published by Prasanna Singh, And from where we’re standing, the picture sure looks promising. 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, Ashwini Gangal Noida (U.P.), 201301 [email protected] Cover Photograph AIB CONTENTS 23 23

ZINDAGI Zindagi’s ‘Original’ Plan After launching a non-fiction show it now intends to introduce an original fiction programme.

BINDASS 1822 20 New from The channels comes up with a bunch of shows.

POINTS OF VIEW 21 Alternative News Sites EMAMI BARC Several new sites are trying to Emami’s #handsomeLife Rural Dimension Reality from Arré offer an alternative point of The brand gets in Hrithik Advertisers are intrigued but Arré has an unusual show in view. Will they succeed? Roshan to excite consumers. cautious about rural data. mind to begin with.

afaqs! Reporter, November 16-30, 2015 5 $'9(57,6,1* FITBIT INC. ‘Find Your Fit’ Says Fitbit FIT INDIA itbit, that entered the India market through Fonline marketplace Amazon, finds the nation on the cusp of a fitness revolution. Manisha Sood, country general manager, Fitbit Inc., tells us about the Accenture Digital Consumer Tech Survey (2014), according to which 80 per cent of all Indian consumers are interested in buying fitness monitors. As far as this category goes, ours is an emerging market after all. “While India is the ‘diabetic capital’ of the world, 20 per cent Indians suffer from heart

The wearable, fitness tracking brand urges Indian consumers to sign up for a healthy life. By Saumya Tewari

o, it’s not a medical device. It’s a fashion brand designed to track your fitness level. NSurprised? Fitbit, the California-based ‘wearable fitness tracking brand’ entered India in August this year and has since been fairly aggressive on the marketing front. It launched a 360-degree campaign titled #Findyourfit along with its media partner, ZenithOptimedia. disease, 33 per cent have hypertension, and 48 per Launched globally last year, the commercial cent of the population is overweight. One out of is being aired across major television channels in 10 cannot sleep well. India is, therefore, a huge India; print (national dailies and select magazines) potential market for Fitbit,” says Sood. and digital are part of the media mix too. The The TG includes consumers from SEC A, who global campaign is by Argonaut, a San Francisco- reside in cities other than the top 20 metros. “Our based advertising agency. mass media campaign comprises a TVC which will Three celebrities are endorsing the brand – run for six weeks. It also includes a print campaign, actors Shraddha Kapoor (everyday category) and along with a strong presence on social and digital Tiger Shroff (active category), and badminton media,” she adds. Educative, on-ground activation champ Saina Nehwal (performance category). across retail stores and shopping malls is also on the cards. The company has tied-up with brick THE WHAT and mortar chains like Reliance Digital, Croma itbit offers a range of fitness trackers and and Helios retail stores across the country. Sood Fwearable devices, available across three is confident that while tech-savvy individuals will segments: ‘Everyday’, ‘Active’ and ‘Performance’. buy the products online, the offline distribution The ‘Everyday’ segment includes products like and below-the-line marketing efforts will bring Charge (MSRP Rs 9,990), Flex (MSRP Rs 6,990), a new set of consumers into the fold. The initial One (MSRP Rs 6,990) and Zip (MSRP Rs 3,990). orders are in line with global trends, finds Sood. They offer all-day activity tracking, real-time Surprisingly, Indian consumers are showing a fitness stats, sleep-tracking and Caller ID. Steps lot of interest in the brand’s mid-to-high range taken, distance travelled, calories burned, active products. minutes, sleep, and the number of floors climbed “Our mass “The heart rate monitoring device Charge HR are measured. is our best-selling product, not just globally, but The ‘Active’ segment comprises a product media campaign also in India,” she shares. called Charge HR (MSRP 12,990) which tracks comprises a TVC heart rate and automatic sleep detection. The COMPETITION TRACKING ‘Performance’ segment includes a ‘super watch’ which will run itbit is not alone in the market. Sensing a or smart-watch called Surge (MSRP Rs 19,990), for six weeks. It Fhuge business opportunity, several players which tracks the heart rate. The company also also includes a have entered the growing ‘fitness tracking’ and offers Aria Wi-Fi Smart Scale (MSRP Rs 9,990), ‘wearable devices’ market in India. A prominent a wireless device that tracks weight, BMI (body print campaign, brand is digital entrepreneur Vishal Gondal’s mass index) and body fat percentage. along with a strong GoQii, which gives free fitness devices to its The Fitbit app is available across platforms - presence on social subscribers. The subscription service has three iOS, Android and Windows; it enables users to plans: Rs 3,999 for three months, Rs 6,999 for six track calories and water consumption, and create and digital media” months, and Rs 11,999 annually. a food plan. Users can also share their goals with MANISHA SOOD others through social media. FRQWLQXHGRQSDJH>>

6 afaqs! Reporter, November 16-30, 2015

$'9(57,6,1* LIFEBUOY Lifebuoy Launches ‘Chamki’ The latest ad in the brand’s long- running campaign focuses on neonatal care. By News Bureau

fter the Gondappa and Tree of Life ads from Lifebuoy’s much talked about ‘Help Aa child reach 5’ campaign, the brand has come up with a third addition to the series, called ‘Chamki’ that talks about neonatal care. Like its predecesors, the ad has been conceptualised by Lowe Lintas. The ad revolves around the fact that of the children who die before the age of five, 44 per cent do not live past 28 days post birth. Chamki is the story of an expectant mother called Sangrahi, who discusses her hopes and dreams for the yet unborn child. To help her understand the importance of clean hands, she is shown a message from her daughter (from the future), who is now seven, thanking her for all the things her mother did, says on the occasion, “We are excited to release most importantly, washing her hands and helping this film and take the hygiene message to where the child live past 28 days. The ad has been shot it matters the most: to new mothers in the first by filmmaker Anand Gandhi. 28 days after delivery. The HelpAChildReach5 Help a child reach 5 campaign began in the year campaign started in Thesgora and showcased 2013, with a digital ad, the story of Gondappa, and remarkable results. We now impact child health a CSR initiative by Lifebuoy, where it adopted the at a very large scale in partnership with the Thesgora village in Madhya Pradesh, that had one Children’s Investment Fund Foundation.” of the highest rates of diarrhoea deaths. The Chamki ad that was released on November HUL took the campaign forward next year, 28 has received over 2,00,000 views on YouTube. with another ad, ‘Tree of Life’, which was a story The ad was also retweeted around 200 times from the Indonesian village of Bitobe. The ad on Twitter. This health soap from HUL has was the story of a woman, who had lost her son incorporated public interest and welfare in its before he turned five, and nurtured a tree that was At the launch of the ad, HUL unveiled a advertising on several occasions previously. Other planted in his stead. new initiative for neonatal care and handwashing than #HelpAChildReach5, the brand has undertaken Both ads were appreciated and won accolades at drive in Bihar, in partnership with Children’s hygiene and hand-washing related activities in multiple award shows. It is to see if the third in the Investment Fund Foundation (CIFF). Samir Kumbh Mela and government schools. „ series will be as appreciated. Singh, executive director, Hindustan Unilever, [email protected]

<< FRQWLQXHGIURPSDJH - YuFit and online fitness services as a brand, has become more like Amazon, the company sells its provider HealthifyMe. a category. We are a wearable products on its online store, Fitbit. Meanwhile, Google launched its category, meant for health. This is com. ‘Find Your Fit’ health and fitness platform, Google our core strength and this is what our Fit, in June this year. The platform consumers see as our differentiation,” CHALLENGES Chinese smartphone brand provides app developers a single set she explains. n India, the challenges facing Fitbit Xiaomi also offers a similar product of APIs that can be used to manage Globally, Fitbit has a strong hold Iare as diverse as the people here. called Mi Band, a fitness tracker fitness data from apps and sensors in the wearable fitness segment. The team will need to factor in the with a 30-day battery life, priced at on cross-platform devices and on According to the brand’s financial diverse set of languages, food habits $15. The device can be synced with wearables. Apple has also launched a summary for the third quarter and lifestyles this market offers. Android and iOS smartphones via similar platform called Healthkit. of FY2015, the company sold 4.8 For a relatively young category, Bluetooth. It has a number of sensors As regards the competition in the million connected health and fitness establishing a user base from scratch that monitor a user’s fitness and Indian market, Fitbit’s Sood believes devices. The expected revenue in is never easy. Moreover, this is a sleep cycle. The Bengaluru-based smartphone makers do not pose a the current financial year is $1.8 market in which distribution poses personal health and activity tracker, direct threat to her brand, as their billion. Currently, the company’s its own set of challenges. GetActive, offers a clip-on fitness primary focus is not on the wearable distribution network, across over Also, a large part of marketing tracker along with a sleep monitor segment. 50 counties, is over 45,000 retail this product is educating consumers called GetActive Slim. “Their wearable products are stores strong. India, by the way, is about the need for it. Sood is hopeful. Micromax has launched an compatible only with their own the brand’s 55th market. Besides Fitbit will strive to work through this Android-compatible wearable fitness devices, while Fitbit is compatible maze, tap the potential of this market tracker band called YuFit, priced at with more than 200 phones, across and emerge victorious. India, after Rs 999. It allows users to sync up platforms. We have a more than 80 all, is on Fitbit’s list of ‘Top five all their physical activity data and set per cent market share in most of priority markets’. „ alarms. The device uses two apps the markets we operate in. Fitbit, [email protected]

8 afaqs! Reporter, November 16-30, 2015 More videos News | Food | Movie | Music | Interviews 35(6(176 &$03$,*175$,/ New campaigns across television, print, out-of-home and digital media. TELEVISION

VODAFONE DETTOL BIG BAZAAR The ‘Never Alone’ ad features both students, as well as Dettol, the handwash brand from RB India, in its latest ad, The ‘Paper Patakha’ ad film shows a Big Bazaar staff working professionals who are away from their family has tried to reinforce its ‘Dettol Dettol Ho’ jingle by playing member introducing the ‘Paper Patakha’ to a kid, who on Diwali and yet feel connected due to the seamless up the ‘Winter Protection’ factor where using the Dettol passes on the idea and popularises it further. The idea of Vodafone telecom network which promises a unique offer soap is shown as a pre-cursor to being the most important a better and cleaner Diwali using ‘Paper Patakha’ soon to its customes (prepaid and postpaid ), by giving free 100 layer against fighting the germs and being a must-have spreads and is followed by many people. MB on the festive occasion. insulation during the winter season.

Creative Agency: Ogilvy & Mather Creative Agency: McCann Creative Agency: DDB Mudra West PRINT SONY MARUTI FLIPKART The recent print ad SUZUKI Flipkart, the from SONY talks Maruuti Suzuki e-commerce player, about celebrating recently brought out an has come out with a every colour, attractive print ad, as clever full page ad available through a part of its multimedia jacket in dailies like the brand’s BRAVIA advertising campaign TOI announcing ‘This range that promises to promote its newly- Diwali Wishlist’, where superior viewing launched premium the online marketplace experience with the hatchback Baleno, has some cool offers on help of 4K Trilumious which is available at its app for the ‘Happy Display. Nexa outlets Diwali Sale’ even as it urges readers to clean up their house and wishlist together.

CCreative Agency: Hakuhodo Percept OOH/BTL DIGITAL

WRANGLER MANYAVAR BRITISH AIRWAYS The brand took to bus shelter branding in Delhi where the The men’s clothing brand took to outdoor advertising via To commemorate the arrival of British Airways’ brand aim was to increase the store footfalls for the brand. pole mounted MUPI’s on a pan Delhi basis where the new Boeing 787-9 Dreamliner launching on its Delhi to aim was to create top of the mind brand recall during the London route, the airline has launched a special contest ongoing festive season. called #wingstoadream to invite the grandchildren of India and their grandparent to win a trip to London, flying on British Airways’ latest addition to the fleet.

CCreative Agency: Sapient Nitro CCreative Agency: In-house CCreative Agency: Shreyansh

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

10 afaqs! Reporter, November 16-30, 2015

BOBY PAUL DGM- MARKETING, MANORAMA ONLINE

Malayali is changing, so is Manorama Online They are on a dynamic journey across devices and platforms, addicted to having information at their fingertips where and when they need it — they blog about their heartbreaks and vlog about their travels. They are the new-gen Malayalis; constantly evolving, forcing brands connected to them to also change constantly to meet their never ending quest for more. To cater to the needs of the Malayali and to address their love towards getting connected in the device of their choice, Manorama Online moved over to the new content management system, Adobe thereby finding a solution to seamlessly connect devices across platforms. It is no longer about technology it is about creating a great experience for our readers. It’s about the people, giving them better experiences, bringing them together under one home, retaining them and getting value out of them. To cater to our objectives better and to get one step closer to our readers, the revamped Manorama Online bettered the navigation, gave the design a face-lift, enriched the content, but most importantly it evolved into a more socially interactive platform. Readers now are empowered to interact with the content and show an inclination towards creating their own content. Better social connect motivates them to stay longer on the site and express their excitement by way of comments and sharing the news in their social circle. Our smart and young editorial is always ready to innovate and offer a varied bouquet of content - more than just news, for our target audience. Dedicated channels on Movies, Music, Technology, Women, Health, Auto, Astrology, Home Décor, Literature, Environment etc ensure that we not only grab eyeballs, but make them stay on the site exploring the content we have. The new design also features newer advertising formats, better engagement by way of smart innovations & right targeting. It is time we celebrate our success with you. If you are new in showcasing your brand to the Malayali audience at a place where they are engaged & connected, it’s time. Stay happy & Spread the joy!!

From Left: Gursimran Khamba, Tanmay Bhat, Ashish Shakya and Rohan Joshi AIB: ONLINE-MOBILE-OFFLINE All India Bakchod’s comedy content has traversed the distance between YouTube and television, via Hotstar, 6WDU,QGLD·VPRELOHDSS7KLVFRXOGEHWKHÀUVWRIPDQ\VXFKSDUWQHUVKLSVBy Shweta Mulki

ver the past few weeks, popularity among the youth. AIB’s The goal back then was to reach a mechanical decision based on Mumbaikars have found YouTube channel, which has over 15,000 views. They got over a million, numbers. They really did like us,” it really hard to ignore 1.4 million subscribers, has had over in a matter of days. “That made us smiles Shakya. four funny faces, those 121 million views to its credit. think,” Shakya says, adding, “So we Oof Gursimran Khamba, Tanmay The popularity of the app among sat with OML (, VIEW FROM THE OUTSIDE Bhat, Rohan Joshi and Ashish India’s young, coupled with AIB’s a firm that manages musicians and hat does this association do Shakya, staring down at them from massive fan following led the team of comedians, among other things), as Wfor both players, AIB and billboards plastered all over the city. Ajit Mohan, executive vice president they were always encouraging us to Hotstar? Nikhil Rangnekar, CEO, Through larger-than-life posters and head, digital, Star India, to jump scale up, and it was around then that Spatial Access, media audit and that parody the kind frequently put right into it. “From an analytical and Hotstar got into the mix, and both advisory firm, feels the collaboration up by politicians, the quartet that data point of view, we saw a huge gap sides met.” benefits AIB much more than it comprises the comedy collective All that a like ‘On air with AIB’ OML was instrumental in does Hotstar. AIB, a niche, internet India Bakchod (AIB) is out there could fill,” he says. establishing the relationship between content producer, gains hugely promoting their show ‘On Air With The app has, according to Star’s AIB and Star. Ajay Nair, director, thanks to the reach and awareness the AIB’. Mohan, clocked around 35 million OML, says, “We spoke with multiple promos on Star’s network offer, goes This outdoor effort is part of downloads since its launch in networks and platforms but felt the argument. “For Hotstar, I think Star India’s multimedia campaign to February this year. “Most of our Hotstar is the best one for this show.” AIB is just ‘some more content’. promote the recently launched show. loyal users spend almost 90 minutes “Star was also actively looking I don’t see consumers rushing to Besides billboards, the marketing a day on the platform,” he says. to do something young and fresh, download or consume Hotstar more campaign also includes TV, radio so it all worked out. It wasn’t just just because there’s ‘some AIB’ show and digital ads. HOW DID IT HAPPEN? on air,” he says. This satire-based series will have eam AIB always knew that a Hari Krishnan, managing director, ten episodes, in Hindi and English, Tshow of this sort would require ZenithOptimedia, a media planning each, on the platform. On television, huge resources. “We felt that not AIB’s tie-up with and buying agency, opines, “AIB on the Hindi version airs on Star Plus, many would be willing to put in that Star could become Hotstar is a well-promoted property. and the English one, on Star World kind of money,” admits AIB’s Shakya. a trend-setter and It’s clearly in the big league, and is – both on Sunday nights at 10 pm. It was during his team’s recent video hence perceived as more mass.” It is positioned as a ‘Hotstar original’ on net neutrality that they felt they lead to tie-ups Well, he says ‘perceived’, series; it is conceptualised for the could actually pull something of this between other because “it’s not necessary that the platform, and the episodes are made scale off. “At the time, we took up a online content viewership, or number of people who available on the app before they are topical, ‘newsy’ issue and roped in creators and TV will be engaged with their content, aired on TV. researchers. Subsequently, we felt we will be higher than their YouTube AIB is part of a new breed of digital could do more of it on a larger scale,” channels. numbers. The benefit for AIB is that content creators. It has tremendous he recounts. their earnings will not be limited

16 afaqs! Reporter, November 16-30, 2015 &29(56725<

as a community, feel opportunities overlap is an advantage, as it gives The future, he believes is bright. like these, where you get good him incremental reach. “We know an Arunabh, a Tanmay budgets to put up ambitious shows, “We have around 250 million and a Rohan by their names, so there are great. In the transition from smartphones and 170 million TV has never been a better time for online to offline, this show happens households in India. AskMe is a individual content creators,” he says. to be a landmark one.” ‘new age, consumer internet brand’ International ‘content creators’ When Kumar started publishing targeted at the youth. So the 250 like comedian Russell Peters and content online, he faced budget, million individuals, that is our target TV host John Oliver on YouTube to Youtube impressions. Further, production and scale-related audience, can watch this show at a strengthens his case. Even iconic Hotstar and Star give them national constraints. “There was only so time and place of their choice, as American satirists like Jerry Seinfeld, presence, one that’s not limited to much advertising or traditional opposed to on TV, which is mainly a who earned their fan-base via the metros.” offline marketing and promotion one family-viewing platform,” he explains. television, have their own YouTube The other side is not lost on could look at,” he says, “AIB tried to Moreover, this kind of content, he shows now. Krishnan. “For Hotstar,” he reasons, go beyond, get in editors and create feels, lends itself to repeat-viewing Will YouTube continue to be a “this is an opportunity to be seen something bigger. Tomorrow, if you and word of mouth promotion. significant ‘discoverability’ platform as the go-to place for youthful and have to pick the ‘faces of online Advertisers also see merit in the fact for content creators? TVF’s Kumar trendy content. They will ‘lift and creators’ in this country, it has to be that the show is available in both says, “When an ecosystem has a lot shift’ a ready, loyal fan following the four guys at AIB. They are on English and Hindi, with separate of adulteration and clutter, it is a sign on YouTube.” In fact, he hazards a hoardings next to stars; content in each language. of growth.” Despite the presence of word of caution: AIB will have to that’s a big step forward.” The average duration of the TVFPlay.com, an online universe for go easy on the edginess and deliver milder-than-usual content for TV – a move that could possibly disappoint its loyal YouTube viewer. AIB is not worried. “Hotstar has given us complete creative freedom. There have been no restrictions at all. We have been having fun with our scripts, saying pretty much what we want. We’re still being ridiculous and silly,” shrugs Shakya. He goes on about the content, “The idea is not to be preachy. When we give out facts, we present them in an entertaining manner. And have AJIT MOHAN HARI KRISHNAN MANAV SETHI PRATIK GUPTA fun in the studio, while doing so. In STAR INDIA ZENITH OPTIMEDIA ASKME FOXY MORON our first two episodes we covered Most of our loyal Hotstar will ‘lift and It’s unique that the Content has not just everything from whistleblowers users spend almost 90 shift’ a ready, loyal fan content has versions in become device and and Honey Singh’s rap to Whatsapp minutes a day on the following of AIB from English & Hindi, where medium agnostic, but has forwards.” platform. YouTube. the latter is not an exact begun breaking language The team zeroes in on the topics translation of English. barriers too. after several weeks of deliberation. The topics are centred on issues that either don’t get talked about, or are IS THE ADVERTISER television episodes of ‘On Air with his shows, most of his “action” as he usually dealt with in a dry manner. EXCITED? AIB’ is 23 minutes. On Hotstar, it is puts it, still takes place on YouTube. For the main segment, they pick he show is accessible on the between 23-35 minutes. According news that strikes a chord, surprises, THotstar app, on Star Plus and to sources, Hotstar is selling the show WAY AHEAD shocks, and makes one laugh. Star World, and on the Hotstar at a premium, and not at the regular hile the Hotstar-AIB deal “At the end of it all, we’ll just website. According to media CPM rates. Spots are being sold Wsignifies growth in the end up being smarter people because planners, there are complex audience on a CPCV (Cost Per Completed consumption of online content of the kind of research we do. overlap patterns at play here. View), and not on a CPC (Cost Per across platforms, many feel digital We have to turn the information ZenithOptimedia’s Krishnan cites Click) or CPM (cost per thousand will remain but a small piece of the into ‘watchable content’, with an a recent proprietary study, called impressions) basis, say sources. pie while TV will be the dominant irreverent tone,” he says. ZO Live Panel, undertaken by his In fact, experts go as far as to player for a long time to come. A poll conducted over a decade agency. The research showed that categorise the rates as ‘ultra- Others remind us that until ago, by research organisation Pew during an operating range of 87 to premium’ or ‘luxury’ rates – Around recently, mainstream TV networks Internet and American Life Project, 142 minutes, over 55 per cent of the Rs 1100-1200 (CPM) initially, versus were the primary source of content suggested that young Americans got TV viewers studied simultaneously an average range of just Rs 650 to for YouTube, what with episodes their dose of news/general knowledge used either a mobile or a laptop. 700 (CPM). Category –and image– being uploaded online only after the from late-night comedy shows. Well, Activities included surfing (74 per building is the apparent objective. first TV telecast. the same could be said in future cent), chatting (73 per cent) and With platforms like Hotstar, Sony about India’s Gen-Y, perhaps? Facebook (65 per cent). DEMOCRACY OF CONTENT LIV, Zee’s Ditto TV and Viacom’s “We know simultaneous multi- ratik Gupta, co-founder, upcoming VOOT, this space is a COMMUNITY SPEAK screen behaviour is significant,” he PFoxyMoron, a digital agency, says growing one. It is open season for IB’s transition gets a thumbs- says, “Currently, advertisers make that young consumers are mostly into content creators, big and small. The Aup from independent content decisions based on individual-screen ‘snacking content’. Gupta illustrates branded content ecosystem appears creators. The Viral Fever (TVF) – the behaviour.” his point with a personal example: to be a promising space. first Indian channel on YouTube Sponsors that are already on “I watch cricket religiously. There’s Will we have more such tie-ups to create original comic videos and board, on the app and on television, a television set in my office but the between digital content creators popularise the web-series format in include AskMeBazaar.com, Idea game will be streaming on my iPad and television networks in the days this market – is one such. Arunabh and Tata Motors. For Manav Sethi, or on a PC near me, on Hotstar or ahead? Discussions, we hear, are Kumar, founder and group CEO, group CMO and head, digital Star Sports, even though the TV set underway. Watch this space. „ TVF and TVF Media Labs, says, “We, strategy, AskMe, the audience is 15 feet away.” [email protected]

afaqs! Reporter, November 16-30, 2015 17 ',*,7$/ EMAMI FAIR AND HANDSOME Emami Defines a #handsomeLife In an attempt to strengthen its brand appeal among the youth, Emami Fair and Handsome has launched a digital campaign with Bollywood actor Hrithik Roshan. By News Bureau

n an endeavour to strengthen its brand appeal leader, wishes to celebrate this indomitable spirit, (former captain of England’s football team), among the youth, Emami Fair and Handsome, which is in line with the brand philosophy that Sethumadhavan.N (founder and the chief Ithe fairness brand (exclusively for men) from the handsomeness is about living life as a multi- editor at madaboutmoviez.com), J P Singh house of Emami, has launched #HandsomeLife, a faceted personality.” (life and career coach) and Ruchi Aggarwal digital campaign, with Bollywood actor Hrithik The campaign uses social media platforms (director, marketing at Microsoft India). Singh, Roshan as the brand ambassador. YouTube, Twitter and Facebook, and is currently Sethumadhavan and Aggarwal will be on the The campaign offers a platform for young and being hosted on a microsite where participants jury for the contest. aspiring individuals who have had the courage to (Indian men) can register using their social “During our discussion with the brand, we break away from their mundane profiles. Once they have registered, knew we wanted to go beyond a sales pitch. Hence routine and comfortable lives to they can share their stories in the we decided to connect the audience with the achieve their dreams. Through form of text, images or videos on brand’s core values which are constant irrespective this campaign, which has been the site and also in their social of what product one chooses. #HandsomeLife conceptualised and executed by networks. The activity is spread stands true for those who dream their destination Reprise Media, the brand wants over a period of about two months and their passion makes them travel it,” adds Anjali to reward their passion for living a following which the entries will Hegde, CEO, Reprise Media India, about the idea ‘handsome life’. be judged and 10 contestants will behind the campaign. Talking about the campaign, get the opportunity to accompany The campaign claims to have got 1,61,862 Mohan Goenka, director, Emami Hrithik Roshan and his football impressions on Twitter, 1,077,424 on YouTube says, “Today’s youth is uninhibited team FC Pune, for a period of and a Facebook reach of 10,052,304. This includes and has a strong sense of purpose seven days, to a specially designed 4,166 re-tweets, 2,74,918 likes, 1,014 shares on in life. It goes the extra mile to grooming programme. Facebook and 2,01,640 video views on YouTube

follow its passion and dreams. Fair FOTOCORP The team of mentors for the so far. „ and Handsome, as the thought Anjali Hegde campaign includes David Platt [email protected]

ZOMATO business opportunity here and entered the food delivery space in April this year, with Zomato Order. Discovery to Delivery In a bid to promote this service, the brand recently released a mass media Zomato promotes its food ordering service Zomato Order in its latest TV advertising campaign. This burst of communication comes close on the campaign. By Saumya Tewari heels of TV-led campaigns released by existing brands in the food ndia is brimming with digital delivery segment, such as Foodpanda opportunities. Why then should and Faasos. Ithe food delivery segment be Zomato’s campaign looks to forge left out? According to the Internet an emotional connect with its target and Mobile Association of India consumers, through two TVCs. The (IAMAI), the food delivery market films have been created by by Ogilvy in India registered a growth of 40 per & Mather. Shoojit Sircar of Piku cent, reaching Rs 350 crore, in 2014; and Vicky Donor fame has directed it accounted for 17 per cent of the them. overall online services market, which Pramod Rao, senior vice stood at Rs 2,025 crore. president, growth, Zomato, says, “If Zomato, the online restaurant discovery brand, sensed a viable FRQWLQXHGRQSDJH>>

18 afaqs! Reporter, November 16-30, 2015          

       ',*,7$/ ARRÉ Reality from Arré Based on the Israeli format ‘Re-Gender’ which explores the relationship between the sexes, the show is a social experiment that challenges gender perceptions and stereotypes. By News Bureau

rré, the digital media brand from UDigital, founder and CEO, Armoza Formats, says, “We’re co-founded by Ronnie Screwvala, B. “The issues that extremely excited about this venture with Arré and ASaikumar and Ajay Chacko, will launch the show deals to see ‘Re-Gender’ become the flagship series for a digital-only reality show in India based on the this fresh new platform. The issues that the show Israeli format ‘Re-Gender’ which explores the with, provoke deals with not only make for riveting viewing but relationship between the sexes. The format is important also provoke important discussions in our society.” distributed by Armoza Formats. discussions in our B Sai Kumar, co- founder and managing The show is a social experiment that challenges director, UDigital, adds, “We hope to break new gender perceptions and stereotypes. Re-Gender’s society.” ground with a show like Re-Gender on digital format requires six people to exchange their sexual AVI ARMOZA media, in India. Definitions of gender roles and identities, wherein men will become women and expectations are evolving everyday and is a much- the women, men. Through their assignments in talked about and debated subject in India. We the real world, as well as through the interpersonal wish to bring our lens to the topic through a first dynamics in the house, where they will live “We hope to of its kind entertainment series with elements of in isolation from the world for a month, the break new ground drama, reality, emotion, new experiences with contestants will discover certain not-so-obvious social learning, all rolled into one”. truths about the opposite sex. The six participants with a show like While Arré is yet to announce what the series will further have to undergo gender training and Re-Gender on will be called in India, the team will begin shooting emotional and physical transformations. for it in Delhi in the coming weeks. The format distributor Armoza Formats claims digital media, in Arré describes itself as an original content to have successfully completed seasons of the India.” destination and storytelling platform across genres show on television in Israel and Germany. B SAI KUMAR and formats. „ Commenting on this partnership, Avi Armoza, [email protected]

MediaVest Group, said, “Real world PUBLICIS AND FACEBOOK business and marketing deliverables today have to be driven by large and complex consumer data sets. Publicis, Facebook Address BFSI Issues Facebook is at the helm of this form of marketing. We have been able to The two recently held an event called ‘Financial Services Forum’. leverage its user data and its ability to customise marketing efforts through By News Bureau custom audiences and website integrations to drive tangible sales ublicis Groupe and Facebook uplift and build deeper consumer recently came together to host relationships to improve lifetime Pan event to address the needs value of customers.” of brands in the BFSI (banking, He added, “The direction that financial services and insurance) we are seeing Facebook take by space. Called ‘Financial Services introducing audience data-based Forum’, the event was complete with solutions, such as Atlas, lies at the core discussions around industry trends, of our principle of driving precision consumer insights, challenges, solutions and case studies. The day- In India, over 130 long event was held at Trident, BKC, in Mumbai, on November 4. million people use Anupriya Acharya, group chief Anupriya Acharya, Kirthiga Reddy and Hanley King executive officer, ZenithOptimedia FB, 90 percent of Group, which is part of the Publicis experience in the BFSI segment...” of marketers, media and creative them via mobile. Groupe, said, “These are exciting times Today, in India, over 130 million agencies, technology partners, and for the BFSI sector and digital media. people use Facebook. Of these, nearly publishers, to leverage the power marketing at scale. Through this The Indian government’s push on 90 percent access the site via a mobile of personalised marketing... and event, we hope to help our clients in added licenses for banking to promote device. Kirthiga Reddy, managing to deliver extraordinary customer the BFSI space move further down financial inclusion, and the call for director, Facebook India, said, “The service for banks, insurers, credit the path of precision marketing and a digital India, provide the perfect consumer’s shift from desktop to card issuers, and other members of get excited about the possibilities the setting for a forum like this. Our digital mobile requires a paradigm shift. the financial eco-system...” platform has to offer.” „ marketing brands have extensive This forum is the coming together Hanley King, chairman, Starcom [email protected]

20 afaqs! Reporter, November 16-30, 2015 32,1762)9,(: Do Alternative News Sites Have A Bright Future? Alternative news media are trying to redefine news but with monetisation and other challenges, what does the future hold for them? By Saumya Tewari And Ashee Sharma 68.80$55$1*$1$7+$1 6$0,53$7,/ 6,'+$57+%+$7,$ %*0$+(6+ Editor, Publisher, Founding Editor, Founder and MD, Mint at HT Media Scroll The Wire OneIndia FOTOCORP NEW MEDIA IS THERE IS A NEW I HAVE RESPECT FOR ANY GOOD ABOUT LEVERAGING PLATFORM - THE FOR SITES LIKE PRODUCT THERE’S TECHNOLOGY TO PHONE - THAT HAS SCOOPWHOOP AND ALWAYS GOOD VALUE. OFFER UTILITIES SUCH EMERGED, WHICH IS BUZZFEED - THEY ARE SO IF YOUR PORTAL AS AGGREGATION, AS DIFFERENT FROM INNOVATIVE. THEY MAY HAS A GOOD READER CURATION, OTHERS AS PRINT NOT BE NEWS, OLD BASE WITH GOOD INTERACTIVITY AND WAS FROM TV. STYLE, BUT THINGS ARE PAGE VIEWS AND visualisation that traditional The reach of the mobile platform changing. Buzz Feed does engagement, you can get good media does not. Our journey now is the same as other break stories and is not all ad rates. But the competition has towards this started in 2011-12 established media, a new reality frivolous, though even with increased, so one has to be really when we became an integrated that will throw up new companies that approach, it succeeds in good to get those rates. newsroom providing news, and reshape old ones. Some of making some sharp points. It While in the US newspapers views, analysis, and opinion, that may be about niche sites but has got away by saying things are struggling, that’s not the across media using the same broader new platforms like scroll. traditional media would balk case in India. However, the ad team of journalists. in too will emerge. at. To my mind that is a good market from print will slowly but Companies like HT Media, We felt there was room for thing on the whole. surely shift to digital. Big cor- which have large marketing a more analytical approach to The ad industry is still a bit porate houses could buy small teams and existing relationships news and entertainment, plus skeptical, and waiting to see newspapers, but I doubt that big with advertisers, are also better smart phone adoption in the last how these sites turn out. Plus, print brands will be acquired by placed to monetise the output. three years made it possible us there are no reliable metrics of individuals. The continuing relevance of to reach the 125-150 million audi- readership, demographic pro- Alternative news sites here print to advertisers combined ence that’s connected to the web. files, and therefore, bang for will be driven by what’s suc- with the fact that the medium We don’t believe that an the ad buck. Nor will readers ceeded in the West. The moment isn’t going to die in the short- app-only strategy is right for the pay for content, given that something succeeds there, term (although its share of content business, but apps are they get so much for free. So someone here will want to try it overall advertising revenue will crucial for they offer users far everyone’s trying to find that out. But these days US ventures continue to shrink) also means more in terms of alerts, person- Holy Grail. themselves want to try out their that newsrooms remain well- alisation, and speed. own Indian edition. funded and are able to invest in resources, both technology and people, to succeed in the new media business.

afaqs! Reporter, November 16-30, 2015 21 0(',$

BARC << FRQWLQXHGIURPSDJH Discovery to Delivery there is one thing that brings people Rural Dimension together the way sports does, it’s food. We wanted our TV commercial for our online “Advertisers and broadcasters derive a lot of business from rural,” says ordering product to be as real as possible - something that revolved around what Partho Dasgupta, CEO, BARC India. afaqs! explores. By Shweta Mulki brings us together at home.”

t’s been two weeks since BARC rolled out its rural- MESSAGE DELIVERED? inclusive all-India ratings, giving an insight into he campaign has fetched mixed Iviewing patterns across the country. Stakeholders Treactions from our communications across the board had been waiting for this data to help experts. them plan better and build independent strategies for For Anish Varghese, group creative both urban and rural viewerships. director, Isobar (full-service digital agency Commenting on the the insights that have brought from the Dentsu Aegis Network), while in some interesting revelations, BARC India CEO Zomato is right in underscoring the ‘Ghar Partho Dasgupta, says, “Rural India viewers are jaisa khana’ angle, the campaign lacks aspirational, and with two in five viewers falling in the witty shareability associated with the the NCCS AB category, have huge spending power brand’s previous campaigns. as well. For broadcasters in music, youth, English rural.” “I am not sure whether it’ll be received entertainment and news genres, the addition of rural For the most part, advertisers have had positive well by Zomato’s audience, which is quite India viewership has opened up new markets.” It initial reactions, albeit with a wait-and-watch evolved; the brand itself is seen as a is important to note that in the music and youth undertone. trendsetter in the social media space. It has genres, rural contributes 44 per cent viewership. In Commenting that a better understanding of urban- a huge fan following... the TVC should’ve the English entertainment genre, the viewership from rural differences is not just welcome but imperative, R had a ‘trendsetter approach’ or an ‘out-of rural is 41 per cent, while for English news genre, S Sodhi, managing director, GCMMF Ltd, marketer the-box approach’,” he explains. close to 73 per cent of the viewership comes from of Amul, says, “Even for those categories where However, Varghese feels, featuring people living in non-metros. rural contribution is less than 50 per cent, rural both youngsters and their parents in the Commenting that the checks and balances for viewership has to be reconsidered, because we’ve ad films will help generate trials among rural were the same as BARC’s earlier rollouts, always discounted this aspect. While print has been older consumers. The TVC, he reasons, Dasgupta explains, “The market is very different easier to understand at city and town levels, TV clearly conveys how the youth can inspire from a terrain, power and infrastructure standpoint, has been difficult for rural data. Now with the new and hence has its own unique challenges.” BARC data, some of the understanding is validated So, what were the challenges? “Power-cuts and through this survey.” logistics were some of the major challenges, which Most advertisers agree that individual companies are no longer are confined to rural India. A city like cannot afford to conduct extensive research on Bengaluru, for instance, also faces tremendous power media, and were dependent on data extrapolated from shortage. These external factors reflect on the ratings. measurement agencies’ research, besides anecdotal Also, there are challenges on telecom connectivity inputs from distribution channels, and the market for pulling back the data from meters which we place. try and solve through technological Shireesh Joshi, head, strategic innovation,” says Dasgupta. marketing, Godrej Group of Asserting that industry feedback Companies, says, “A lot depends on has been very positive, Dasgupta whether you are a large scale mass adds, “Both marketers/advertisers advertiser or niche. For large scale, older consumers and get them to inquire and broadcasters derive a lot of you have to be careful on the bets you about, and even sample, this ‘time-saver’ business from rural. There are make. I think people are surprised of an app. product categories which make higher by some information, but that Pratik Gupta, co-founder, Foxymoron, margins in rural areas than urban. A shouldn’t be the case, because there a digital agency, gives the campaign a sizeable part of media spends have a was dissatisfaction with the earlier thumbs-up. He particularly liked the rural focus. Till date, there was no system, and the entire industry was mother-son story; it is more relatable, in accountability for these spends, and bent on changing that. Basically, the his view. there was a blind view here. With this fact that there is viewership in rural, “The context is right - we tend to data, the gap is finally covered.” or even the extent of viewership of order food from these apps only when What does the industry think of FOTOCORP English programming for instance, is we are with friends, rather than with the data? Vanita Keswani, COO at not surprising, but it is the magnitude family. The campaign is a good attempt Madison Media Sigma, says, “One of it all that one wouldn’t have at communication, especially during the expected FTA (free-to-air) channels anticipated.” festive season. Zomato’s modern and to perform very well in rural, which “In the end, advertisers make bold approach (in one of the ads, the is what is seen in the data, so no decisions based on viewership, and protagonist is separated from his wife surprise there. In rural versus urban, I don’t think marketers will readily and lives by himself), has taken it into the the pecking order of most shows accept the numbers as they are, but ‘edgy space’,” he quips. across channels is not very different, will have to accept that there’s a Other players in this segment have which is interesting, except Bigg lot more appeal in rural than one launched humour-heavy ad campaigns Boss, which is expectedly a clear could have thought, so we could in the recent past. This tack, he feels, urban phenomenon. We do see some see a combination of BARC data is an overused one, especially in this surprises like a few Telugu channels alongwith pilots and experiments, category. “Beyond a point, consumers not having higher viewership in rural to validate investments. Overall, the may remember the message, but there will vs urban, or a metro-centric regional be no brand recall,” he says. „ channel performing very well in Partho Dasgupta & RS Sodhi FRQWLQXHGRQSDJH>> [email protected]

22 afaqs! Reporter, November 16-30, 2015 0(',$

ZINDAGI Karuna Pandey as ‘Padmini’ of ‘Bhaage Re Zindagi’s ‘Original’ Plan Mann’ After sourcing content from Pakistan and Turkey, the channel will launch two locally made fiction series. By News Bureau

ee Network’s Zindagi, said to be the network’s premium general entertainment Sonali Nikam offering, is all set to introduce original Z as ‘Jassi’ fiction content to its line-up. Until now, it has in ‘Aadhe been sourcing content from Pakistan and Turkey, Adhoore’ and a few months ago, had launched its first original show, Shukriya. A non-fiction format, it centred on individuals expressing their gratitude Since our launch, we’ve to their loved ones. The channel, which is now in its second year of programming, will soon launch always pushed the original fiction content produced in India. The two shows are - Bhaage Re Mann, which will be envelope on content. launched this month, and Aadhe Adhoore, which is slated for a December airing. As per Zindagi’s programming strategy both the always pushed the envelope on content. We’ve it the superlative content from across the border shows will have finite episodes. Bhaage Re Mann consistently showcased strong narratives that or introducing a first-of-its-kind reality show is the story of a 39-year old, unmarried, new-age leave our audiences engaged and engrossed, be Shukriya, to the best story from Turkey.” woman, who has kept herself from getting tied Bhaage Re Mann and Aadhe Adhoore, the down by societal norms. Aadhe Adhoore, on two shows that are a part of Zindagi’s original the other hand, is a story of a young woman’s fiction programming line-up, aim to capture the journey to be the ‘perfect wife, bahu and bhabhi’ “Zindagi’s quintessential modern Indian woman, who lives including her ability to strike a balance between distinctive life on her own terms. According to Datta, the the emotions she feels, and the circumstances she distinctive narrative associated with Zindagi has finds herself trapped in. The channel claims that narrative has taken taken a step ahead with these shows produced these stories are the modern Indian woman’s view a step ahead with in India. She adds, “We celebrate today’s evolved on problems and issues in life with the underlying these shows.” independent woman and are optimistic that these mantra of ‘Follow your heart’. shows will provide refreshing entertainment for PRIYANKA DATTA Priyanka Datta, cluster head, Zindagi and television audiences.” „ FTA Hindi GEC, says, “Since our launch, we’ve [email protected] FOTOCORP

BINDASS New from Bindass The line-up includes ‘Kota Toppers’, the channel’s first ever sitcom. By News Bureau

isney India’s youth-centric con show on Indian Television’ by Tu Con Main channel Bindass has Bindass, it has started airing from Dlaunched three new weekend November 7 at 7 pm, every Saturday. Con, has characters shows in the 7 pm band. Among The third show ‘Kota Toppers’, them, Sun Yaar Try Maar, which airs the channel’s first sitcom, will portray Dhruv and Tara on Fridays at 7 p.m, premiered on the journey of seven IIT aspirants and October 25. It is an extension of the their interpersonal relationships. The believe in ‘the channel’s flagship ‘Yeh Hai Aashiqui’ show will be spread over thirteen Robinhood property that presents dramatisations weeks, and will air Friday at 7 pm. of real-life love stories. This edition Vijay Subramaniam, Vice- ideology’. will explore stories that ‘capture President and Head of Content and the journey to Happily Ever After.’ Communication, Media Networks, characters and stories.” L’Oreal and Glam-Up are the brands “We are exploring Disney India, says, “With the aim to The team adds that brand Bindass on board here. themes that are evolve together with our audiences, is at an interesting stage now, having Another show, Tu Con Main fun, zesty and we are infusing more energy in received some key insights from its Con, has characters Dhruv and Tara our content, and exploring themes young audiences, and wants to engage believe in ‘the Robinhood ideology, free-spirited.” that are fun, zesty and free-spirited, them through constant dialogue and doing all the wrong things for the VIJAY SUBRAMANIAM while we continue to be relevant, conversation. „ right reasons. Called the ‘coolest and relatable through aspirational [email protected]

afaqs! Reporter, November 16-30, 2015 23 0(',$ MSM REBRANDS Meet Sony Pictures Networks MSM, which is in its 21st year in India, has gone back With a comprehensive bouquet of channels, we are equipped today to to the Sony name. By News Bureau serve India’s population both, in the urban and rural areas, as well as ulti Screen Media Private new formats, new shows and across geographies,” says Singh. Limited (MSM) will be actually set the trends for television In 2007, the company had changed Mrenamed Sony Pictures entertainment. We changed the its name from Sony Entertainment Networks India Private Limited dynamics of how cricket and cinema Television to Multi Screen Media. (SPN). The re-branding of the were viewed on Indian television MSM is a subsidiary of Sony network which is in its 21st year in and contoured a variety of genres in Corporation which owns and India includes both name and logo TV entertainment. So, while ‘Kaun operates the Sony Entertainment change. This is subject to relevant Banega Crorepati’ and ‘Dus Ka Dum’ network of television channels. approvals. created new waves in television The network comprises Sony Andy Kaplan, president, gaming, ‘Boogie Woogie’ and ‘Indian Entertainment Television (SET), Worldwide Networks, Sony Pictures Idol’ brought the commoner’s talent the flagship Hindi general Television (SPT), says, “Our channels on the telly. We were also the first entertainment television channel; in India represent an important part ones to embrace the cultural fabric MAX, the Hindi movies and special of Sony Pictures Television’s global of India by providing SAB - an out- events channel; MAX 2, its second portfolio and we are proud to be part and-out family humour channel.” Hindi movie channel that shows of the fabric of the diverse Indian According to Singh, the strategic Indian films; SAB, the family culture. As we celebrate bringing intent behind rebranding Multi comedy entertainment channel; PIX, the best entertainment to viewers in Screen Media (MSM) into Sony the English movie channel; AXN, India for 20 years, it’s only fitting that Pictures Network (SPN) was to an English entertainment channel; these networks be branded as part align with the parent company and AATH, a Bangla movie channel; of our Sony family. Like the Sony thereby gain the benefit of global MIX, a Hindi music channel; SIX, brand, which stands for innovation, synergies. “The new logo is our the sports entertainment channel; creativity and delight, SPN brings way of creating a picture from a KIX, a youth-centric sports channel the same qualities to our viewers.” pixel; a campaign from an idea and focussing on high adrenaline, fast- N P Singh, CEO, Multi Screen a revolution in progressive television paced content; LIV, the digital Media (MSM), added, “At MSM, entertainment. Going forward, Sony entertainment channel, and MSM we’ve served television audiences Pictures Networks will steer its helm Motion Pictures, the company’s worldwide for the last 20 years, on three levers, namely, general FOTOCORP venture in film production. „ during which time, we pioneered entertainment, sports and digital. NP Singh [email protected]

<< FRQWLQXHGIURPSDJH What does the broadcaster think? 9:00-9:30 p.m. Interestingly, Marathi Vikas Khanchandani, director, Mukesh Sharma, additional director channel DD Sahyadri’s new line-up Aidem Ventures, says, “I see the general, DD, said in a recent interview, of shows will play out from 7pm to data now capturing the glaring Rural Dimension... “We have been crying out loud that 10 p.m. Sharma, who also helms DD content consumption differences nobody was investing in channels Sahyadri, says, “Terrestrial has been within the UP, Bihar and Jharkhand way various genres and audiences which always had viewership. Now our strength, and we have always belt. With a relative channel share have moved is interesting, but media that is changing.” On DD National got money for the 3-7 p.m band, but of 41 per cent, Bhojpuri cinema buying and planning comes down to being one of the channels apart from after the advent of cable and satellite, has witnessed a 16-fold increase in specific programmes, and we’ll have Zee Anmol to rise up the GEC we went low on viewership in the absolute viewership compared to the to see how it pans out across the next ranks, he says, “In these two weeks of 7-9 p.m band. I have put the new previous week where only the urban few months,” adds Joshi. BARC, if the regional channels have shows in this slot, and all of them markets were monitored. Bhojpuri Vineet Sehgal, chief marketing performed well, then that’s genuine, will be repeated the next day on entertainment channels have also officer, Quikr, says, “Ours is an and will work for us, but if you timings suitable to terrestrial.” shown a huge viwership jump. online cross category classifieds see the national channel performing, Experts say this data will enable Finally, on content getting more platform and from our perspective, then it was due to the cricket matches avoidance of wastage that arises out bespoke, Khanchandani adds, “The while higher television consumption in that period, and we need to cross of a broad HSM strategy, which largest jump has been seen by the in rural India will help increase our fingers for the coming weeks. combines both urban and rural. On FTA channels.” Quoting Star India’s category awareness, it may also lead to DD National will always perform regional insights, Sodhi, says, “Given Sanjay Gupta from his responses greater adoption for newer categories. well during cricket events, because the fact that rural contribution in in a similar context, FTA channels Secondly, the awareness will also of the fact that it is an FTA channel.” some markets is fairly high, media are to rural audiences what English help consumers get an opportunity to BARC’s initial reports had strategies may need to have a sharper entertainment channels are to own the product they always aspired suggested that ‘rural goes to bed rural focus. For instance, Odisha (65 urban India. “They bring affordable to, at an affordable price. In the early’, viewership dwindling around per cent rural), Bihar (59 per cent), entertainment to the audiences who end, it will be about understanding PHCHP JK (59 per cent), Assam/ don’t subscribe to paid channels. This consumer needs that are relevant to North East (58 per cent), Uttar will see growth in bespoke content this market and from that standpoint, “Till date, there was Pradesh/ Uttarakhand (55 per cent), for markets capturing the language even local communication vehicles no accountability Rajasthan (54 per cent), and Andhra and dialects that are best suited to the that go beyond television will bring Pradesh/ Telangana (53 per cent). All audiences in these states” he says. „ in positive results for our brand.” for rural spends” these are key markets for us.” [email protected]

24 afaqs! Reporter, November 16-30, 2015 -2%6:,7&+

Post: Graphic Designer Location: New Delhi Email: [email protected] revenue.Contributing extensive Company: Thoughtrains Designs Email: [email protected] ...... study of market trends for further Pvt. Ltd ...... Post: Visualizer business growth. Profile: Well versed knowledge Post: Creative Director Company: Quotient Exp: 3 to 5 yrs. of Softwares like Corel Draw, Company: Coconut Media Box LLP Communications Pvt. Ltd. Location: Mumbai Photoshop, Illustrator Should be Profile: Will be guiding the Art Profile: Ideating, conceptualising Email: [email protected] able to handle independent jobs, Director, Visualizers, Graphic and executing great creative work...... complete till final artwork stage Designers, Copywriters, Digital Exp: 0 to 2 yrs. Post: Client Servicing Executive Good knowledge of photoshop Media Managers, Social Media Location: Mumbai Company: Xpressions Pixel Works for color correction, image Managers, Account Directors, Email: [email protected]. 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Should be able to with the creative team, presenting Design Pvt Ltd Post: Client Servicing Manager create designs that are unique in their campaign to client and timely Profile: Developing creative ideas Company: Centum Advertising & approach by closely working with the delivery of media requisitions and concepts, often in partnership Marketing Pvt Ltd Art Director and Creative Director. Creating 360-degree advertising/ with the art director.Familiarizing Profile: Develop long-term Should have the ability to understand brand solution for client Planning themselves with their clients’ relationships, generate business with brand guidelines and framework. & coordinating all campaign products and services, the target your portfolio of assigned clients, Quick thinking and turnaround activities audience and competitors’ activities. connecting with key business time are crucial aspects of the job. Exp: 1 to 2 yrs. Writing clear, persuasive, original executives and stakeholders Liaise Interacting with the Brand Associates Location: Mumbai copy. Proofreading copy to check between customers and cross- on day-to-day works. Email: jobs@xpressionspixelworks. spelling and grammar functional internal teams to ensure Exp: 3 to 5 yrs. com Exp: 3 to 8 yrs the timely and successful deliveries Location: Hyderabad ...... Location: Mumbai Operate as the lead point of contact Email: [email protected] Email: hr@eggfirst.com for any and all matters specific to ...... client. Post: Account Planners, Client Post: Senior Copy Writers / Copy Exp: 4 to 5 yrs. Servicing Executives/managers Directors (Mumbai) and Copy Location: New Delhi Company: IDEASATUNO Writer - Delhi Email: [email protected] Healthcare Communication Company: Indo Aryan Publicity ...... Profile: Independently interface Profile: Command over the English Post: Senior Visualizer/ Junior with pharma clients and execute (9(1*22'&$1! language - writing, editing and Visualizer brand campaigns. Build strong *(7%(77(5 crafting skills. Company: Studio Link Pvt. Ltd. client relationships. Exp: 4 to 5 yrs. Profile: To create and design Exp: 2 to 3 yrs. Location: Mumbai, New Delhi imaginative layouts for posters, Location: Mumbai Email: [email protected] brochures. Must have advanced Email: [email protected], (Mumbai) / indoaryandel@gmail. knowledge of Adobe Photoshop, [email protected] com (Delhi) InDesign and Adobe Illustrator...... TO ADVERTISE, CONTACT: ...... Also should be well versed with Post: Sr. Client Servicing Manager/ Abhilash Singh Post: Senior Sales Associate printing and output of files. Sr. Businesss Development Ph: 09999989454 Company: UTV Motion Pictures Exp: 3 to 5 yrs. Manager Email: [email protected] Profile: Controlling assigned Location: Mumbai Company: Pen A Trait Aakash Bhatia accounts for a particular region of Email: [email protected] Communications (I) Pvt Ltd Ph: 09650544122 the respective channel, accruing ...... Profile: Executing innovative Email: [email protected] to the channel through the Post: Copy Writer strategies by escalation of Sumeet Chandiramani sale of airtime on the specific Vermillion advertisement sales revenue by (Mumbai) Company: Ph: 09820590172 channel. Direct sales target based Communication Pvt. Ltd taking growth on existing clients. Email: [email protected] accountability with a strategic Profile: Work of five brands with Penetrating new market and market [email protected] input on ER, airtime volume strategic inputs. Who can do Art mapping in the particular sector in optimization, market share direction with words. Excellent the region. Generate new business To view other jobs in Marketing, maximization and specific premium command on English and Hindi. and service the existing clients. Media and Advertising, log on to: www.jobswitch.in revenues for planned shows on the Copy writer who can think visually. Executing the sales plans devised by channel. Exp: 4 to 8 yrs. the management and contributing Join us on : facebook.com/jobswitch Exp: 4 to 5 yrs. Location: New Delhi,mahipalpur towards the growth of business

afaqs! Reporter, November 16-30, 2015 25 3(23/(

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

iacom18 has programmes and identifying strategic business oseph George, currently group CEO of Vappointed Ferzad verticals and categories that the agency’s local offices Jthe Mullen Lowe Lintas Group in India, Palia as the head of can take forward. He will report to Rabe Iyer, MD, adds South and Southeast Asia responsibilities youth entertainment. and V Narayanan, chief growth officer, for the roles to his current remit. In his new role, he will of national head and general manager, respectively. The appointment is be heading the youth Shekhar Banerjee has been promoted to the effective immediately, brand MTV and the position of COO at Madison Media Infinity. Prior and George will Indie platform MTV to this, he was senior vice-president and head of report to Alex Indies. This will be in business at Madison Media Infinity and Madison Leikikh, global CEO, addition to his existing Media Pinnacle. He has been with Madison for Mullen Lowe Group. duties as head of SORBOJEET CHATTERJEE over 13 years now. OgilvyOne has English entertainment Rucha Pathak has announced the at Viacom18. been promoted to the appointment of Zee Entertainment post of chief creative Vipul Salvi as its Enterprises Ltd’s officer at Fox Star national executive JOSEPH GEORGE (ZEEL) Sorbojeet Studios (FSS) with creative director for Chatterjee has stepped immediate effect. Pathak OgilvyOne Worldwide, India. Salvi takes over down as senior vice- joined Fox Star in July his new appointment on November 16. Salvi president, marketing, 2014, as head of creative joins OgilvyOne from Geometry Global. for the Hindi general and development. In Cheil India has announced the appointment entertainment cluster this role, Pathak will of Sagar Mahabaleshwarkar as chief that includes Zee TV, be responsible for creative officer at Cheil SWA. In this role, Zee Anmol, Smile, the development of Mahabaleshwarkar will be responsible for the 9X and Zee TV HD VARUN KOHLI RUCHA PATHAK the entire local film creative product of the company across all its channels. Chatterjee portfolio across Hindi, business divisions. „ told afaqs! that he would be launching a new Tamil and regional languages. „ venture in the digital media space by the end of the year. ITV Network has elevated Varun Kohli to the DIGITAL post of chief executive officer of India News, the national Hindi news channel of the Network. ulekha.com creative director. Prior to this, he was the chief operating officer Shas roped in Based out of and revenue head at India News. Kohli reports to Soumendu Ganguly Mumbai, his primary Sanjay Dua, CEO, NewsX and Group CRO, iTV as head of marketing, role will be to bring Network. a move directed his traditional agency Apurva Purohit, towards brand learnings on board chief executive officer building. Ganguly and work together at Radio City, (acquired will head marketing with the creative by Jagran Prakashan and lead Sulekha’s team to up the recently), is joining brand building efforts creative quotient. He the parent company in digital and offline. will bring in fresh SOUMENDU GANGULY JASON KOTHARI as president. She will He will also look perspectives for the oversee the entire after the performance agency in areas such business operations and marketing division of Sulekha.com. He was as content, social, experiential, and the overall functioning of Mid- vice-president, marketing and customer delivery creative output. Day, Inext, Jagran online head at Shiksha.com. Housing.com, a real-estate platform, has APURVA PUROHIT and other print and Akshay Chaturvedi, former business head announced the appointment of Jason Kothari non-print businesses of auto portal ZigWheels.com, has joined as its new chief executive officer. Kothari, who besides Radio city and shall also participate in Housefull.co.in as co-founder and joint CEO. joined the company in the capacity of chief strategic decision making for the group. Zigwheels was recently acquired by Girnar business officer in August this year, has been India TV has announced the appointment of Software owned CarDekho.com. unanimously appointed to the new position by Paritosh Joshi as its chief executive officer. Joshi Housing.com, a real-estate platform, has the Board of directors. had been appointed strategist for India TV in 2012. appointed Nikhil Rungta as its chief marketing Online marketplace ShopClues has He was responsible for optimising and leading the officer. Prior to Housing, Rungta was the announced the appointment of Varun Jha as revenue function of existing businesses. Prior to senior vice-president, marketing, at Reliance senior director, marketing. Jha joins ShopClues that, he was CEO, Star Jio. Rungta has replaced Pratik Seal, who has from PayU India where he was the head of CJ Network. recently left the company. marketing. In his new role, he will work with Motivator, the media Online fashion marketplace Jabong Nitin Agarwal, AVP, marketing, ShopClues, to agency from the house of announced the appointment of Sanjeev oversee the marketing strategy across channels GroupM, has appointed Mohanty as its chief executive officer (CEO) covering online, offline, mobile and strategic Rajiv Khurana as and managing director, effective early December alliance partnerships. the national head of 2015. With over 20 years of leadership experience Flipkart has appointed Surojit Chatterjee as business development in the fashion industry, Mohanty has worked at senior vice-president and head of consumer and partnerships. In Benetton India for over 11 years including eight experience and growth. In this role, he will this role, he will work years as managing director. be responsible for consumer experience across towards building BC Web Wise, the full-service digital desktop and mobile, and will report to Punit FOTOCORP PARITOSH JOSHI business development agency, has appointed Alabhya Vaibhav as Soni, Flipkart’s chief product officer. „

26 afaqs! Reporter, November 16-30, 2015