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“Regional Languages Help Connect with Newer Fans” the World Cup Is Here and the CEO of Star Sports Is Hoping to Capture a Fresh Set of Audiences

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“Regional Languages Help Connect with Newer Fans” the World Cup Is Here and the CEO of Star Sports Is Hoping to Capture a Fresh Set of Audiences June 1-15, 2019 Volume 7, Issue 23 `100 INTERVIEW GAUTAM THAKAR CEO, STAR SPORTS “REGIONAL LANGUAGES HELP CONNECT WITH NEWER FANS” The World Cup is here and the CEO of Star Sports is RAHUL JAUHARI hoping to capture a JOINT PRESIDENT fresh set of audiences. A chat REDIFFUSION on the need to regionalise this ‘content’. 1618 PLUS Subs riber o yf not or resale 4 23 UBER Ride to the World Cup 22 MOST-VIEWED ADS Best Creatives 24 MOVEMENTS/APPOINTMENTS THINKISTAN MAGGI 19 THE TIMES OF INDIA Who’s Where 26 Time to Think Cooking Lesson Out & Proud ‘Thinkistan’ is an OTT show The ‘Maggi Mom’ readies ToI’s latest ad supports the about the ad world. her son for hostel life. LGBTQ community. eol This fortnight... Volume 7, Issue 23 Aur yeh aakhri over hai, gaindbaaz McGrath daudtey hue aa rahey hai, aur yeh EDITOR Sreekant Khandekar “ Bharathiya ballebaaz ne balla ghumaya... shatak ki aor kadam bhadhatey hue, PUBLISHER June 1-15, 2019 Volume 7, Issue 23 `100 Sachin ne balla ghumayaa... aur.. yeh chowkaa!” Sreekant Khandekar INTERVIEW GAUTAM THAKAR EXECUTIVE EDITOR CEO, STAR SPORTS We’ve all heard what Hindi cricket commentary sounds like. The process of editing Ashwini Gangal “REGIONAL this cover story brought back memories of this kind of commentary from the ’90s. Why? ASSOCIATE EDITOR LANGUAGES HELP Sunit Roy Because for this World Cup, the official broadcaster Star has dedicated televised feed CONNECT WITH PRODUCTION EXECUTIVE NEWER FANS” of the tournament in seven languages – English, Hindi, Tamil, Telugu, Kannada, Andrias Kisku The World Cup is here and the CEO of Star Sports is Bangla, and for few matches, Malayalam. And these won’t be translated or dubbed RAHUL JAUHARI hoping to capture a ADVERTISING ENQUIRIES JOINT PRESIDENT fresh set of audiences. A chat REDIFFUSION on the need to regionalise this ‘content’. copies of the hitherto default English commentary; rather, there will be separate, real- Shubham Garg 81301 66777 (M) 16 time feeds in these languages, with local references, nuances and insights. In all, over 18 Apoorv Kulshrestha PLUS 100 commentators will be tasked with taking the game to different parts of India. This Subs riber o y notf or resale 4 23 9873824700 (M) UBER Ride to the World Cup 22 is all part of expanding the reach of the game across the country. Noida MOST-VIEWED ADS Best Creatives 24 MOVEMENTS/APPOINTMENTS Nikhil Jhunjhunwala THINKISTAN MAGGI 19 THE TIMES OF INDIA Who’s Where 26 Time to Think Cooking Lesson Out & Proud ‘Thinkistan’ is an OTT show The ‘Maggi Mom’ readies ToI’s latest ad supports the 9833371393 (M) about the ad world. her son for hostel life. LGBTQ community. And language is only one half of the story; some of the tournament-related content, Mumbai like pre, mid and post match discussions, will be anchored by female presenters. Again, [email protected] this brings to mind another memory – the first time Mandira Bedi helped bridge the MARKETING OFFICE gap between cricket and female audiences. B 3, Ground Floor, Sector 4, Noida -201301 Uttar Pradesh This issue, we’ve got Gautam Thakar, CEO, Star Sports, on the cover. A former MUMBAI 302, Makani Center, 3rd Floor, eBay and P&G hand, he moved from the USA to India last year, to helm Star’s Off Linking Road, Bandra (W), sportscasting vertical. Mumbai - 400050 SUBSCRIPTION ENQUIRIES Gautam spoke to us about the importance of ‘regionalising’ cricket and the need [email protected] to expand the reach of the game beyond the core pool of hardcore, loyal fans. He also Owned by Banyan Netfaqs Pvt Ltd and discussed the value-add that non-live, peripheral content brings to the popularity of the Printed and published by core property. Remember, ‘Fourth Umpire’, a show for pre and post match analysis Sreekant Khandekar, at 7-A/13, Ch. Ratan Singh Complex, on Doordarshan? Today, this sort of ‘extra’ content around the game has exploded. Jawala Heri Market, Paschim Vihar, Gautam has a phrase for it; he calls this non-live, analysis-based content ‘surround New Delhi-110 063. programming’. Printed at Artz and Printz 208 DSIDC Sheds, Okhla Industrial Area, We’re listening. Phase 1, New Delhi - 110020 Ashwini Gangal [email protected] CONTENTS 11 18 DRUMS FOOD INTERNATIONAL Enjoy Greek Yogurt Interesting insights from the CMO, Siddarth Menon. 6 NIKHIL MADHOK Welcome to the Pay Universe AIB Nikhil Madhok is running No Laughing Matter Specials division at Hotstar BIGG BOSS 12 as head-original content. The The comedy collective marketer-turned-broadcaster Bossing Around has made a statement talked to afaqs! Reporter about The second edition of the about the state of Hotstar Specials. regional version has gone live. affairs. afaqs! Reporter, June 1-15, 2 0 1 9 3 l N PADMAKUMAR Time to Think Former adman N Padmakumar has written and directed ‘Thinkistan’, an OTT show about the ad world. It went live on MX Player recently. By Aishwarya Ramesh Padmakumar spent 17 years of his life in the ad N industry. In 2012, the former national creative director at Rediffusion put down his papers to pursue a different path. He directed a feature film and recently created an OTT show, which is streaming on MX Player. “Thinkistan - Idea Jiska, India Uska” follows Hema (played by Shravan Reddy) and Amit (played by Naveen Kasturia) who work at a fancy, fictitious ad agency called MTMC. The former is an English trainee copywriter, while the latter “Any story that is a Hindi copywriter. We caught companies were discovering the need wants to be up with Padmakumar to learn more to go local and talk in a vernacular about his newest venture. way. “Any story that wants to be memorable needs Our first question, naturally, was memorable needs to chronicle to chronicle a how the idea of creating a series a certain era and a certain ethos.” like Thinkistan originated. He told He explained that this was the time certain era and a us that the Times of India initially when there was an influx of people certain ethos.” approached him to write a story on into the industry from small towns fashion, but he felt that the topic like Meerut, Kanpur, Allahabad, N PADMAKUMAR was somewhat one-dimensional. Jabalpur and Bhopal. They all came “Instead, I suggested that I write a in at around that time with a lot of show that has fashion subsumed in poetic and verbal talent and their was the inspiration for the character it and also makes a viewer think, films started getting noticed. of Anushka (played by Mandira while chronicling a certain era in our “Way back in 1999, we used to Bedi) in Thinkistan. Padmakumar country.” About how the deal with have this annual advertising get- tried to ensure he wasn’t creating MX Player came about, he told us a huge number of divorcees. “There together. ‘Ad works’ was about all caricatures of anyone in the industry, that he didn’t know the show was are a lot of such similarities to how the advertising through the year that but he admitted to having relied on going to air on the platform. ToI advertising is in real life, but the worked/didn’t work; it discussed archetypes to tell the story. approached him to create a show for individual stories are all fiction… creative trends that were prevalent, He took a break from advertising its OTT platform in 2017 and along Hema is not necessarily based on me, that will happen in the future and in 1999 to pursue an MFA in Poetry the course of writing and producing but my name is Padmakumar and so on. Piyush Pandey convened the in the US, though he didn’t complete it, it acquired MX Player. everyone calls me Padma. I definitely meeting that year. He opened that the course. When he returned to Keeping in mind that the show is wanted a guy who had a feminine presentation with the words – ‘The Mumbai, he had a brief stint with set in Mumbai 1996, it makes sense name. His life story is also similar to days of Alyque Padamsee are dead’. MTV before rejoining Lintas India. when Padmakumar mentions that other people I know. The other lead It was as though he was saying - That’s when he had the opportunity the series goes beyond mirroring character Amit is loosely based on English speaking guys are history to head the creative function at just the ad industry. “The values of someone who worked with me but now…,” Padmakumar recalls. Lintas, Sri Lanka. He was 29 when India have changed and so has the it’s also loosely based on other people On Thinkistan, he says, “I wrote the opportunity presented itself and approach to advertising. I see it as a who worked with me at different the show from start to finish. I had he went on to work with Lintas in microcosm of what India as a whole Sri Lanka and Delhi till 2003. After has evolved to. In the upcoming The characters are fictitious and are a mix of traits working with McCann Erickson seasons, there will be references to Colombo till 2004, he left the the change in the political climate, of the people Padmakumar has worked with. country in 2005. He then had a stint the growing influence of the right at Everest, followed by Rediffusion. wing, questions about the ethics of agencies…”. my own mood board because I knew “Filmmaking is something I advertising and its stature as the most He said that the first episode had the kind of look I wanted to have stumbled on.
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