REDIFFUSION JOINT PRESIDENT RAHUL JAUHARI

Subs riber o not or resale June 1-15,2019 Time toThink THINKISTAN about thead world. ‘Thinkistan’ isanOTT show 4 Cooking Lesson MAGGI her sonfor hostel life. The ‘MaggiMom’readies LANGUAGES HELP 19 CONNECT WITH NEWER FANS” LGBTQ community. ToI’s latestadsupportsthe Out &Proud THE TIMESOFINDIA “REGIONAL fresh setofaudiences.Achat The World Cupishereand on theneedtoregionalise the CEOofStarSportsis 23 hoping to capture a hoping tocapture Who’s Where Best Creatives Ride totheWorldCup UBER PLUS MOVEMENTS/APPOINTMENTS MOST-VIEWED ADS GAUTAM THAKAR CEO, STAR SPORTS Volume 7,Issue23 this ‘content’. INTERVIEW 16 18

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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 not 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 Nindustry. 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. When I did a ‘Billion elite profession of all.” an anecdote from his own life. The (high key, low contrast) and I was Colour Story’, I was very anguished Though the series closely protagonist is chased by dogs at 3 there at every stage of the edit…”. about the kind of intolerance that examines the ad industry, he makes it a.m. after leaving work late and in Padmakumar has a Master’s degree I saw in the country and put every clear that the characters are fictitious the series, he is saved by a pretty girl in Statistics and Computer Science. penny that I had into making it. I and are a mix of traits of the people driving a car. He pointed out that in His first job, in the 1990s, was with didn’t even know if it was going to he has worked with. He claims that reality, it was a cab that picked him Tata Motors, before a recruitment get a release…,” he admitted. The the percentage of fiction in the show up. He promised that the show will drive from Lintas in 1995 changed film went on to be quite successful, is around 75 per cent, if not more. He have more such amusing anecdotes. his career path. At Lintas, he had helping him and his son (who starred points out to the insights he has used He points out that the era, i.e., the chance to work under veteran in the film) win multiple accolades. n – such as the fact that advertising has the late 1990s, was a time when Usha Bhandarkar, whom he admits, [email protected]

4 afaqs! Reporter, June 1-15, 2 0 1 9

l AIB No Laughing Matter The comedy collective has perfect and simply put, we need to be made a statement about better. To that end, we maintain that Tanmay Bhat’s lapse of judgment the state of affairs. Read regarding Utsav Chakraborty was the full update here. By egregious. As a result, even though Tanmay Bhat’s suspension has been Anirban Roy Choudhury lifted, he will no longer hold the position of CEO.” year ago, if someone talked With regards to Khamba, AIB’s about the stars in the letter stated that an External Adigital sky, AIB was clearly Committee (EC) was appointed the ‘Sirius’. From making it into to look into the allegations made Forbes’ 100 in 2015 to Star India’s against him. The EC comprised of Uday Shankar mentioning it in his two experienced senior members - a introductory speech at the FICCI- senior partner at a law firm and a Frames and its winning the ‘Content diversity consultant - and its mandate Creator of the Year’ at ‘Vdonxt Asia’ The AIB team has seen better days in the past was to conduct a fair investigation 2017, the comedy collective looked into the matter. “During the course of like a mushrooming behemoth. Then, associations, while others pulled us is a ton of fun, but because we had the investigation, we were informed in October 2018, one of AIB’s team, out of active projects, effective to say goodbye to some of the finest that Gursimran Khamba had stepped Utsav Chakraborty, was accused of immediately. All of this hit revenue minds in the field; people we had away from the process, citing issues harassment; #metoo was stamped hard,” reads the letter, adding, “We built dreams with for many years.” with the procedure. The EC was on the organisation and skeletons always prided ourselves on being a The two million subscribers on unable to conclude the investigation began to pop out of its closet one 100 per cent independent, creator- its YouTube channel were also hit on account of his withdrawal. Given after the other. Co-founders Tanmay owned company. We have been free by disappointing news as the letter these circumstances, Gursimran Bhat and Gursimran Khamba were to choose our own destiny and set continued with, “The AIB YouTube Khamba will no longer be involved also accused, landing the entire our own content standards as a result channel is, for all intents and in operations at AIB and will be organisation in a spot of bother. of this independence. However, the purposes, dead for the foreseeable working independent of us,” states AIB, or All India Backchod, started flipside to this is that with business future - there will be no new sketches the letter. by Bhat, Ashish Shakya, Rohan Joshi and Shakya will continue Joshi and Khamba is a digital media The comedy collective updated a statement on to manage the remaining affairs organisation known for its podcasts, at AIB, but will also be pursuing controversial roasts and stand up social media stating that it has lost all it had. solo interests in the coming future. performances. It had bagged a multi- going to zero, the lack of revenue anytime soon. It sucks, but it is what “While we may not have a complete crore deal to produce ‘Gromint’, a inflow made it impossible for us, as it is. If and when we decide to release roadmap yet, we are sure of one political comedy for Amazon Prime owners, to sustain outgoing costs.” other content on the channel (for thing going forward - we never want Video. It looks like it has lost it all. AIB stated that with no incoming example stand-up clips), you will be to stop entertaining. Making people The comedy collective updated a revenue and operational costs piling the first to know.” laugh has been the great privilege statement on social media stating up, it had to make some “hard, and The letter addresses the of our lives and we hope to be able that it has lost all it had - the cash, unfortunately, permanent decisions”. accusations of sexual harassment to keep doing that in whatever new the associations, etc., resulting in the “We had to let our office space too, “We’d also like to state that we form the future holds for us. So, ‘business going to zero’. and the entire team go overnight. at AIB have had an IC and anti- once again, thank you for letting “After the events of early October, Production, creative, admin, all of it. harassment system in place from the us into your world. It has been an things moved fast. Almost all of This was particularly hard not just start. However, we recognise that the honour,” concludes the letter. n our partners hit ‘freeze’ on future because making people laugh with culture at work may not have been [email protected]

2400/- 2016/-(inclusive taxes). 4 00/- 3495/-(inclusive taxes).

6 afaqs! Reporter, June 1-15, 2 0 1 9

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NIKHIL MADHOK Welcome to the Pay Universe tar India’s video on demand platform Hotstar, quality of recommendations that we can make at which came into being in February 2015, waited scale. It is a continuous process. I would not say Sfour years to make its full-fledged entry onto that we have solved the problem, but we are in the ‘Originals’ bandwagon. Though it streamed few the process of getting better at it. digital-only shows on the platform, those were few and far between. In early 2019, Hotstar announced that it What about letting people outside the would start creating premium shows and launched a Hotstar universe know about your shows? new vertical - Hotstar Specials. With so many platforms releasing so many The organisation said that Star, as a group, creates shows, won’t you run out of billboards? thousands of hours of original content for various TV It is actually a challenge for the smaller channels, those are also available on Hotstar and thus, players in the market. By habit, about 300 it was launching a separate vertical where it would put million users are streaming on Hotstar, so when all its digital-only premium dramas. In March 2019, you have attained that scale and command such Specials made its debut with a sports docudrama ‘Roar loyalty, it is less of a challenge. For us, discovery of the Lion’, featuring MS Dhoni narrating his highs within the platform is a bigger challenge than and lows during the two years that the IPL franchise - making people aware that a new show is now Chennai Super Kings (CSK) - was banned from the streaming on Hotstar. tourney. The thriller ‘Criminal Justice’ and political drama ‘City of Dreams’ followed. Now, Hotstar So, with Specials, what is it that you are announced the release of a new show - ‘Hostages’. targeting to get new players on the platform Nikhil Madhok is running Specials division at or convert existing ones to paid subscribers? Hotstar as head-original content. He has been in At 300 million, we have a large number of the broadcast business for over a decade. Before that, “For us, discovery within people who are already on the platform. Our he was general manager marketing at Hindustan the platform is a bigger main target with Specials is how to create Unilever, looking after Lifebuoy. The marketer- content that consumers love and love enough to turned-broadcaster talked about Hotstar Specials. challenge than making pay for. What we are trying to do at this stage is Edited Excerpts: people aware that a new offer a variety of shows. What we have seen in the OTT space is there are a lot of shows which It has been some time since you launched show is now streaming feature violence, so we wanted to create a sense Hotstar Specials. How has the response on Hotstar.” of variety. As a result, the first one we launched been? was a sports docudrama, then followed up with We launched our first Special on March 20, NIKHIL MADHOK a political thriller and the next one in our line- 2019, and a total of three Specials so far. All three up is the Indian remake of ‘The Office’. In the have done well in terms of viewers’ response beginning, it is important to experiment and and from a business perspective in driving You launched three shows during the offer something new; only then we will be able subscribers. Criminal Justice has gone on to be IPL. As an ex-marketer, how did IPL, as to understand what it is that people like and a massive hit for not only Hotstar, but also the a platform, help you promote your shows? customise accordingly. entire OTT space. It will take a year for us to IPL became a great launch platform for the analyse how it has improved the viewership and three Specials. We strategically timed it because What do you mean when you say ‘something time spent. when people are already on the platform and new’? have already opened the Hotstar app, it is much When we say something new, we mean What is the profile of the Hotstar Specials easier to tell them that a new Special has been ideally it should be a genre or a story or the kind viewers and where do they come from? launched on the platform. Another benefit of of storytelling that does not exist on Hotstar. The maximum viewers are from the 18-35 launching the shows during IPL was the fact that Remember, Star TV’s entire content resides segment. From a qualitative perspective, Roar of we promoted the Specials during the ad breaks. on Hotstar, which users can access for free. So, the Lion, as expected, got a much bigger share of The easiest way to get someone to discover your Specials is the initiative to bring something new viewers from CSK fans and Tamil Nadu. new show is by recommending it to them when to Hotstar for which people are willing to pay Overall, it is pretty spread out. We have they are on the platform. money to access. Right now, the state at which picked up viewers from all states. Some of the the industry is in and the kind of quality and bigger states contribute more, but we are also You have international content on the standard we want to maintain, doing a launch a getting Hotstar Specials viewership from cities platform and soon you will have Disney+ month is a good frequency. Maybe after the first with a population of less than 10 lakh. The bulk merging. How do you plan to tackle the year, we may increase this to two launches. of the viewers may come from the top metros, challenge of discovery? but that does not mean that users from the It is a challenge and in fact, it is one for all What is the biggest challenge for Specials? smaller towns are not watching or not willing OTT platforms, there is no easy solution. We Creating high-quality, premium drama takes to pay. The number may be small, but it is do have an internal engineering and product a lot of effort. If you want to do something there. The quality of Hotstar Specials shows team, some of them sit in Bangalore, while meaningful, it requires 12-15 months. So, the are premium, but we are not creating this only some are based out of Beijing. They are trying to challenge is - how do you commission/green for a niche audience. We want Hotstar Specials solve this issue by enhancing the use of artificial light something today which would be ready to be the bridge that brings people into the pay intelligence and machine learning. The idea is after 15 months and yet remain relevant then. n universe. to understand the viewer better to improve the [email protected]

afaqs! Reporter, June 1-15, 2 0 1 9 11 epl BIGG BOSS Bossing Around The second edition of the regional version went on air on Colors Marathi on May 26, 2019. By Anirban Roy Choudhury

ifteen personalities, including a politician, an admired Lavani Fperformer and a celebrity chef ,among others, have been locked in a massive 14,000 sq. ft. house set up in Filmcity Mumbai. The regional offering from media conglomerate Viacom18, Colors Marathi, announced the second season of its flagship show - Bigg Boss. Mahesh Manjrekar, a renowned name in the film industry, is playing the host again, with contestants from the length and breadth of Maharashtra. “The top-line of Bigg Boss is one of the most to buy your Hindi GEC or Sports some brands associating with the expensive shows aired on Indian TV. Colors Marathi bouquet, especially in the south,” show for the entire course, while Colors Marathi has spent around has grown by says an analyst. some partnered with us only for `30 crore on this project and that is weekends,” explains Sane. Hindustan not the only big-budget launch in 42 per cent while THE HINDI OVERLAP Unilever’s detergent brand ‘Rin’ is this market. Sony Pictures Networks Maharashtra is a large contributor the presenting sponsor this time, India, which launched its Marathi the viewership to the Hindi Speaking Market while Puraniks and the Helo App GEC last year, is currently sailing on has grown by (HSM) universe of TV. The affluent associated with the show as ‘special a cruise to launch the Maharashtrian or the Sec-A viewers are more partners’. Last year, Dabur Red Paste version of ‘Kaun Banega Crorepati’ 49 per cent.” likely to watch Hindi or English was the presenting sponsor. somewhere in the middle of the NIKHIL SANE content on TV, unlike in Bengal or The show does well on digital too. Arabian Sea. While the players in Tamil Nadu where the local Sec-A “On our digital platform VOOT, the market are spending on content, audience prefer vernacular content. the show surpassed the region’s outsiders are planning to make an while our viewership has grown by Bigg Boss Hindi, starring Salman most-watched shows - ‘Roadies’ and entry. Southern giant Sun TV has 49 per cent,” Sane states. Khan, also airs on Colors and gets ‘Naagin’. The peak was about 55 already announced the launch of Bigg Boss has donned many high viewership from Maharashtra. lakh viewers a week with the weekly a Marathi GEC this year and has regional avatars in India, but it failed So, how do you convince the same average being 46 lakhs,” says Sane. It earmarked around `150 crore to to break-even in its first year. The audience to watch the Marathi goes beyond Maharashtra too, “On spend on content. Marathi version, however, defied version? “Localisation” is the answer, VOOT, there have been interesting those economics. “Riding on the says Sane. pockets across the country like WHAT EXPLAINS THE back of the immense interest shown “The Hindi and the English Bangalore, Goa, Ahmedabad, and INTEREST? by advertisers, Colors Marathi overlap is a unique challenge which Delhi where Bigg Boss Marathi has Marathi viewership grew by 25 managed to break even in the first probably only affects the Marathi garnered a great response.” per cent in 2018, making it one of the season,” Sane informs. space more than any other regional Bigg Boss often crosses the line fastest growing regional TV markets Tamil is the biggest regional TV business. I think it is always making it ‘edgy’ content for TV. (Oriya 34 per cent, Assamese 26 per market in India and the Kamal important when you adapt a format; The nature of the show is such that cent) in India. About `800 crore of Hasan-hosted ‘Bigg Boss Tamil’ be it a singing show or dance or it has never fitted into the realm of advertising money is spent on the (on Star India’s Vijay TV) is the Bigg Boss. You must adapt it to the ‘community viewing’ content. Sane Marathi TV space, which, according most expensive regional production cultural nuances of the region you believes it is something that Bigg to Nikhil Sane, business head - of the format. The ad rates during are adapting it for to get the regional Boss Marathi has managed to change, Marathi entertainment, Viacom18, is prime time in Tamil go as high as audience to tune in,” says Sane. which worked in the broadcaster’s “huge”. Maharashtra is India’s largest `60,000 for a 10-second-slot, while The broadcaster got Manjrekar to favour. “There are kids who watch economy with the financial capital, in the case of Bangla and Kannada, host the show and made the house TV, then there are youth and 40 and i.e., Mumbai, at its heart. media planners estimate the slot look more ‘Maharashtrian’ by adding above. During Bigg Boss, we do not Brands have their eyes set on the to be around `25,000 and `20,000 relevant cultural elements to it. see kids or youth viewership going high disposable income of viewers respectively. The rates during prime The house has been designed like a down; in fact, all three grow. That residing in the state and thus, time on Marathi GECs are estimated ‘Maharashtrian wada’ replete with a became possible because of the way broadcasters spend on content to to be around `20,000 per 10-seconds. courtyard in the centre and a large we regionalise the content, as per enhance reach and woo advertisers “It is not only advertising that activity area. the pallet of Marathi viewers,” Sane to the channels. It is working too. makes regional an important piece concludes. “Colors Marathi has witnessed 5 per for broadcasters in India. With the RAKING IN THE NUMBERS Produced by Endemol Shine cent growth in its market share over new tariff order in play, a strong “Normally, if we sell slots at India, the show premiered on May 26 the last year and now constitutes a regional offering is important from `1 during Bigg Boss, the ad rates at 7 p.m., with subsequent episodes 16 per cent share compared to 11 a distribution point of view too. If go up to `3. Advertisers look at to run Monday to Sunday at 9.30 per cent in FY18. The top-line of the you do not have a strong regional it as a premium property and buy p.m. on Colors Marathi. n channel has grown by 42 per cent offering, cable operators will hesitate it differently. Last year, we had [email protected]

12 afaqs! Reporter, June 1-15, 2 0 1 9

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 hoping to capture a fresh set of audiences. A chat on the need to regionalise this ‘content’. By Anirban Roy Choudhury

oday, expanding beyond cricket content, it’s the era of expansion, to viewers. These regional language feeds Star India acquired the global media the core set of loyalists has alright. are not simply dubbed or translated, rights for the IPL for a period of five years become imperative for any Presently, monetising and expanding but are unique feeds based on real-time for `16,347.50 crore – which means product, brand, platform the reach of big ticket cricketing properties commentary in those languages, tailor- `3,269.50 crore per year. Assuming the or televised property. In is the responsibility of Gautam Thakar, made with regional nuances and references. number of matches stays constant, that Tthe media business, it’s called growth. In CEO of Star Sports, broadcaster of the Thakar was appointed as CEO of works out to a cost of `54.49 crore per India, cricket became a religion, thanks to recently concluded Indian Premier League Star Sports early last year. He moved in match for Star. Last year Star India millions of viewers who snatched the TV (IPL) and the ongoing International from Washington DC-based investment submitted a `6,138.1-crore bid to win the remote and bullied their family members Cricket Council (ICC) Cricket World firm Revolution Ventures. A former broadcast rights for the Board for Control each time a match was broadcast. But it’s Cup. One of the ways to meet this Procter & Gamble hand, Thakar has, of Cricket in India (BCCI) for a period 2019; the name of the game has changed. goal is through hyper-regionalisation: Star in the past, also held positions like senior of five years, ending 2023. As part of this TV is not the only home for sports content, Sports’ telecast of the IPL had separate director, international marketing at eBay, deal, Star India has the audiovisual rights and nothing – not even cricket – can English, Hindi, Tamil, Telugu, Kannada CEO of shopping.com, vice president and to broadcast and stream matches organised survive without going beyond its core pool and Bangla feeds – on dedicated TV general manager of eBay Advertising, and by the BCCI in India. The broadcaster of loyal audiences. Getting viewership channels – for each match, with additional president and CEO of Living Social (a also has the rights to broadcast ICC only from traditional cricket fans is simply Malayalam and Marathi feeds for the local marketplace to buy and sell products tournaments till 2023. not enough to justify the sky high ad rates weekend. For the World Cup, too, the in a given locality; the company later got Star India, as per industry experts, that broadcasters demand from advertisers broadcaster will have channels dedicated to acquired by rival brand Groupon). managed to rake in around `2,200 crore for airtime between the overs. For Indian regional feeds to provide vernacular options Last year, the Walt Disney-owned of advertising revenue (TV+digital)

16 afaqs! Reporter, June 1-15, 2 0 1 9 oeo during the IPL this year. As per an and the Indian Super League (ISL). Economic Times report (May 7, 2019), We aim to deliver live sporting the broadcaster is eyeing to get `1,000 crore action to fans across multiple sporting from advertising during the ICC Men’s events held in India and globally, World Cup broadcast. The broadcaster has through 16 sports channels. Yes, the increased its ad rates, but has also managed ICC World Cup will be here soon, to expand the inventory by rolling out new but we’re simultaneously bringing non-live programmes around the game. live coverage of all others events, like In an interview with afaqs! Reporter, Formula 1 and French Open. Thakar spoke about his regionalisation efforts for Star’s cricket properties, the This time, you have many female returns on this effort – in numbers, the presenters for the World Cup... importance of expanding the reach of Star Sports took the bold step of cricket, and the need for ‘content’ around having women front the coverage of the game. Edited excerpts: the ICC Cricket World Cup 2019. This is probably the first time that The viewership numbers of the happened. Mayanti Langer, Isa Guha, IPL 2019 are impressive – to what Seema Jaswal, Sanjana Ganesan, do you attribute this? Bhavana Balakrishnan, Vindhya The 2019 edition of the IPL was Vishaka Medapati and Priyadarshini the biggest ever on the Star Sports Chatterjee will bring the World Cup network. Personalised feeds, new, to millions of TV and digital screens dedicated language sports channels, across India. They will anchor our curated content suited for every pre, mid and post-match shows like member of the family, robust live ‘Game Plan’ and ‘Match Point’… and non-live programming, and a and drive reportage from England, first ever VIVO IPL campaign (Game which includes the now-established Banayega Name), featuring at least brand - Follow the Blues. We will one player from each team, helped have 100+ commentators on board get this kind of viewership. for the ICC Cricket World Cup This time, we increased our 2019. regional coverage through the IPL 2019 vs IPL 2018 broadcast of the tournament on We’ve now got cricket-based our dedicated Telugu, Kannada and TARGET SET IPL 2019 GROWTH COMPARED shows like ‘Roar of The Lion’ Bangla sports channels, and added TO IPL 2018 (Hotstar) and ‘Cricket Fever’ ‘Super Funday’ feed every Sunday to Consum tion Tournament Rea h Consum tion Tournament Rea h (Netflix) on VOD platforms. Do reach out to women and kids through Bn minutes in million you see an opportunity for non- a different broadcast lens. INDIA 338 462 live cricket content on television? HSM 234 287 Is that an interest area for you? Tell us more about the people SOUTH 104 175 Programming is one of the most who watched the tournament - important aspects of our broadcast. did you manage to get viewership (SOURCE: STAR INDIA) For every major tournament from non-cricket lovers as well? of belongingness and an option to with newer sets of fans, especially produced and broadcast by the This year, the tournament saw 27 watch the IPL in their preferred those who were not very comfortable Star Sports network, ‘surround per cent growth in the age group of language. Last year, about 80 per cent with watching sports in English and programming’ has played a vital role. 2-14 years, 14 per cent for female of IPL consumption in Tamil Nadu Hindi. For example, ahead of the IPL 2019, 15+ audiences and 11 per cent for was in Tamil, even though there Our regional feeds are tailor- Star Sports launched a special docu- male 15+ audiences. This signals was no dedicated channel for the made for different languages; series ‘Dream On’ that focused on terrific growth in the reach of the language at the time. they are customised basis the the young players to watch out for tournament as compared to last year. teams playing on a given day. For during the season. It was shot across The tournament was watched Right, give us a sense of what this example, the Telugu feed – versus, multiple cities in India, including across the country this year; the reach regionalisation brought to the says, the Bangla feed for the same in the home cities of the players saw a 14 per cent rise and 10 per cent table… Kolkata Knight Riders (KKR) game featured in the series. growth in consumption in the HSM The response has been great; regional – will offer more fan reactions, (Hindi Speaking Markets) and South feeds were watched by 194 million more KKR-based stats and more So, what non-live content have you Markets respectively, as compared to viewers for a total of 75 billion intriguing facts displayed during planned around the World Cup? IPL 2018. minutes. The IPL 2019 saw the largest the game. Regional channels are We’ve planned non-live content congregation of commentators across helping bring more fans closer to that’s suited for the Indian TV Pre-IPL, you launched dedicated eight languages. Besides Hindi and the game – overall consumption is audience. It includes a line-up of live regional sports channels English, the tournament was telecast growing. and non-live programming, ahead and talked a lot about the in Tamil, Telugu, Kannada and of, during and post the tournament. ‘regionalisation’ of the broadcast Bengali, with additional Marathi and With the recently concluded IPL Keeping appointment viewing for of cricket. What prompted this Malayalam feeds every Sunday. We and the ongoing World Cup, the tournament in mind, we’ve effort? had a roster of 148 commentators, there’s no denying 2019 is the year planned dedicated daily time band- The demand for regional language experts, and presenters. of live cricket. How will you ensure based content comprising proprietary broadcasting has always been strong. We were always confident about non-cricket properties don’t get shows. With a larger number of India We were the first private sports the potential of the regional feeds. lost in the process? Will it come matches, the single round robin broadcaster to introduce Hindi We knew it would help reach a down to marketing them right? format and captain Kohli at the helm commentary and programming back wider set of audience across several We encourage a multi-sport culture. of Team India, I think it’s going to in 2013. In 2018, regionalisation of regional pockets in the country. This is evident with our production, be a grand tournament for all the the IPL helped bring fans closer to The regional language feeds for our programming and broadcast efforts stakeholders. n the game as it gave them a sense properties have helped us connect for the Pro Kabaddi League (PKL) [email protected]

afaqs! Reporter, June 1-15, 2 0 1 9 17 e

DRUMS FOOD INTERNATIONAL Enjoy Greek Yogurt How does Epigamia sell Greek yogurt to an Indian audience? Siddarth Menon, chief marketing officer at Drums Food International, has some interesting insights. By Aishwarya Ramesh

hortly after actress Deepika Padukone invested in Drums SFood International, she was spotted snacking on a cup of Greek yogurt on the front page of The Times of India. Livemint reported that she is not only an investor in the company, but has also signed a strategic partnership with the brand as its endorser. Another Livemint report mentions that in January 2019, dairy giant Danone invested `182 crore in Drums Food International in a Series C round of funding. This investment marks the first such Asia- focused funding for Danone ever “We made it very clear since it exited the dairy business in India in January 2018. stores and that’s where we started. We that we have to be at a Currently, Epigamia is sold on created demand and awareness that neighbourhood store Big Basket, Amazon and Godrej’s our product was available and that’s Nature’s Basket. Additionally, it is how we built up our business, brick – whether it’s a kirana also available offline in supermarkets by brick in these neighbourhood or a small format and kirana stores across India. We stores,” says Menon. caught up with Siddarth Menon, While the company also invests supermarket – they’re chief marketing officer at Drums in outdoor and print ads, he says more discoverable.” Food International, to learn more that an important part of the money about the dairy segment in India and spent goes towards getting people to SIDDARTH MENON about the marketing strategies he uses actually taste the product, offline. He to make his company’s presence felt. pointed out that Epigamia’s existing Epigamia belongs to Drums Food customers consume the products creators whether it’s with influencers International and it was responsible daily and some of them on a weekly or with external publishers who have for bringing Greek yogurt to India. basis. He went on to explain how much better reach than us.” He also Menon says it was distributing the Epigamia created an offline presence mentions that the packaging and the colours that is used in the product photos and in the content they create Currently, Epigamia is sold on Big Basket, helps the brand stand out. Amazon and Godrej’s Nature’s Basket. Epigamia has collaborated with does,” Menon answers. He points content creators and has integrated Additionally, it is also available offline. out that this is one of the main its product offering into Dice Media’s differences between Epigamia and Filtercopy videos as well, in an effort products at the right places that for itself with the help of corporate Amul or Britannia yogurts. “When to raise awareness about the brand helped him build up the business promoters. “We get the promoters we launch a variant and it doesn’t and its offering. He admits that there from scratch. for a scheduled period of two or three work, we take it off the shelf in is still a long way to go when it “Shoppers traditionally go months depending on the catchment two weeks. We’re very simple that comes to competing with the likes to a big box retailer once a week area and we got people to taste the way. Over the last two years, we of Britannia and Amul in India, but or once a month. But when they product while they shop in the introduced close to 14-15 variants he is optimistic about his product want any product, they just go to a store. We’ve sampled our products of flavoured Greek yogurt. As we offering because the company claims neighbourhood store. So, we made at events. We’ve been at marathons speak, we have nine variants up on to pay attention to the consumer it very clear that we have to be at a where we give runners a cup to have the shelves. Competitors have maybe and his needs. He mentions that neighbourhood store – whether it’s a post the run. Be it a fitness event or four or maximum five flavours. while Epigamia yogurt and kirana or a small format supermarket any other event, we want people to We’ve given the consumer variety smoothies all fall under the category – they’re more discoverable. What taste the product,” Menon told us. and we give them a lot of content that of dairy products, the product itself we did was we identified these stores But what exactly is the difference we create collaboratively,” he tells us. is positioned as a snack, and not in some of the key pockets in the between Greek yogurt and regular Menon says their core target necessarily as a health food offering. country and we pitched to them and yogurt? “When dahi is prepared audience was millennials between “We’re inherently healthy. We’re not told them about our products and at home, you see a layer of water the ages of 28 and 35, and the content extremely functional like a protein then we placed our products there. over it right? That’s the whey. Our that they have collaboratively created shake or a protein supplement, but To convert shoppers in a store, we process filters that out so that the end reflects the targeting of that age group. we’re not overly indulgent like an ice got them to taste our product first. product is more concentrated and “We have done a lot of work with cream,” he signs off. n We did sampling in some of these has more protein than regular curd digital in the past, in terms of content [email protected]

18 afaqs! Reporter, June 1-15, 2 0 1 9 e MAGGI Cooking Lesson In a new spot, Nestlé positions Maggi as a teenager’s rite of passage into the kitchen. The ‘Maggi Mom’ readies her son for hostel life. By Ananya Pathak & Ashwini Gangal

or years, Maggi built a ease and convenience of preparing narrative around ‘the mummy’ it. He believes that now, given Fmaking noodles for her kids the increasing competition in the in no more than ‘bas do-minute’. In snacking space, Maggi’s messaging a new 40-second spot, the Nestle- ought to focus less on how to make it owned instant noodles brand has and more on other factors, like why been positioned as a teenage boy’s it’s still the best go-to snack. “While entry point into a place he doesn’t the preparation ritual is a part of this associate with as his department film, the ease/convenience is not - the kitchen. He calls his mum the main story. Maggi is continuing because ‘kuchh achha sa khane ka to do what it has been doing for a man kar raha hai’. She helps him while, using emotional cues - in this make his first bowl of Maggi by case, an evolved mother encouraging guiding him around the kitchen over her son to be more independent. the phone - all in a bid to make her The brand is trying to strengthen its son ‘hostel ready’. Conceptualised by McCann Worldgroup India, the ad is part of a campaign titled - First Cook. In a press release issued by the brand’s communications team, Nikhil Chand, director-Foods and Confectionery, Nestlé India, says, “Indians love Maggi noodles and most of us have our favourite Maggi recipes and memories. From countless consumer conversations, we learnt that cooking Maggi noodles is often the first culinary moment for many people. For 36 years, moms “This time, we have cooked Maggi noodles for her loved ones. This time, we found found magic in a magic in a teenager trying to cook bond with consumers,” he explains. “Most Indian kids learn to ‘cook’ teenager trying to Maggi for the first time. That makes We can’t help but wonder, was the Maggi by the time they’re in their this film beautiful.” choice of gender in the ad deliberate, early teens and their mothers or cook Maggi for Released on Star India-owned i.e., a teenage boy (not a girl) to older siblings usually teach it. It’s the first time. That video streaming platform Hotstar make a statement about ‘kitchen almost on par with learning to make for now, the campaign will soon be stereotypes’? “If so, it doesn’t go far chai. If they’re going to a hostel, they makes this film launched as a large-scale television enough...,” opines Singh, adding, often learn to make basic meals like beautiful.” campaign across national and “... while the mother-child equation daal-chawal. I don’t think mothers regional channels. Interestingly, the is integral to the Maggi brand, will have any hang-ups with their NIKHIL CHAND ad reminds us of a 2017 film for making the father a protagonist or sons learning to make chai or Dalda, titled ‘Naye Zamane ka Naya at least a participant in the actual Maggi,” Singh says, pegging the boy Dalda’. has a special place in the hearts of Conceptualised by McCann Worldgroup India, consumers and will not feel any STRATEGY ANALYSIS heat from online food delivery apps. While some may find the the ad is part of a campaign titled - First Cook. Online food delivery is one thing comparison obtuse, we nevertheless and offline food eating is another... asked experts whether, given the making of Maggi, would have been in the ad as an ‘older teen’. both have their own places.” growing popularity of online food a more interesting step and a bigger About the oft-visited ‘Maggi is About the execution of the ad, delivery apps, Maggi will face any statement.” not healthy’ line of enquiry, he says, Kapoor says, “This latest ad touches indirect competition. “At a macro In the ad, the mother trains her “Indian consumers are increasingly the mind and heart. ‘First cook’ is level, maybe,” says Gulshan Singh, son to become ‘hostel ready’ by seeking health and nutrition from like ‘first love’... It is not just about national planning director, FCB teaching him how to make Maggi. their main meals, but when it the initiation of a young person - Interface. “But Maggi’s place as an One might argue that Indian mothers comes to snacks, we continue to boy or girl - into cooking. Rather, instant-ish snacking choice, based, would, at best, tolerate their child’s seek indulgence and taste. Maggi is it’s about being able to stand on your as it is, on familiarity and comfort, extreme consumption of Maggi in clearly in the ‘snacking’ space and own - to cook and eat on your own. is relatively secure. Also, Indians college - something typical of hostel will continue to thrive there.” It is liberating. It is independence. It still tend to order meals more than life - but would they encourage it, let Jagdeep Kapoor, chairman is a feeling of self-sufficiency. This is snacks.” Singh reasons that for years, alone train them for it? Also, there’s and MD, Samsika Marketing an ‘instant’ generation. Maggi fits in the core message in Maggi’s ads has a parallel fitness wave that’s gripping Consultants, a Mumbai-based brand well with it...” n been centred on demonstrating the the nation - should team Maggi fret? marketing consultancy, says, “Maggi [email protected]

afaqs! Reporter, June 1-15, 2 0 1 9 19

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UBER Ride to the World Cup A chat with the new marketing head of Uber India and South Asia. By Abid Hussain Barlaskar

“India, being the lead market, is leading the campaign and the India arm of the ab hailing platform Uber is runs and stand a chance to win. The a new-age, digital-first brand like campaign is the full the official sponsor of the ads for Uber rides feature Uber’s Uber, Gupta says, “We have gamified stack. Other countries CICC Men’s World Cup ambassador Virat Kohli. the experience. It is a high-frequency 2019. Uber’s first ‘multi-country’ “The objective of the campaign product. There is a lot of engagement are opting for various campaign ‘This World Cup, Every is to humanise the brand and drive with the ‘runs’ per rides and I think it parts of the campaign.” Fan Wins’ is supplemented with demand. These are good months for should work.” the tagline ‘Uber Karo, World Cup that,” says Gupta. While the Uber Again, RCB’s (Kohli’s team) MANISHA LATH GUPTA Chalo’ along with the brand’s soon- Eats campaign will be largely digital, performance in the just-concluded to-be-unveiled World Cup anthem Uber rides’ is more of a 360-degree IPL, left a lot of sore Kohli fans. So “Way-O, Way-O”. campaign. The brand team is would the rolling out of an endorser years, our parents were ageing and The campaign is live in seven currently working on an “interesting campaign right after, worry the Uber we wanted to be closer to home. It fit cricketing countries (India, engagement” for radio. “I am a big marketer? Gupta states, “It doesn’t. into the plans,” says Gupta. Bangladesh, Pakistan, Australia, New believer in radio, but it has to be used We’ve used Virat (Kohli) in such an About her joining Uber, Gupta Zealand, South Africa and the UK) correctly. Just running spots doesn’t interesting manner and it brings a says, “I was headhunted. Somebody and clubs the ride-hailing app with work. The ‘driver’ campaign will also smile to everyone’s face. I think the approached me; I applied for the job. its food-delivery companion - Uber be present on the radio because our fans would forgive him if they are What excited me is Uber is changing Eats and their various services. our cities and mobility, it’s like a The tournament will be played The World Cup will be played in England and once-in-a-generation company. I in England and Wales from May 30 don’t think I would have done any to July 14, with an estimated global Wales from May 30 to July 14, 2019. other head-of-marketing role.” viewing audience of 1.5 billion. When asked how her role as a “India, being the lead market, is driver partners listen to the radio,” upset.” marketer has changed with a young leading the campaign and the India she adds. After marketing (HUL, Colgate brand like Uber, Gupta says, “At arm of the campaign is the full The campaign has been crafted Palmolive, Axis Bank, etc.) and the heart of it, it doesn’t change as stack. Other countries are opting for partly by an Ogilvy team led by entrepreneurial roles, a political stint we are dealing with humans. People various parts of the campaign like Sonal Dabral and by Uber’s in-house (Aam Aadmi Party) and spending are thinking about something and Uber Eats-only or digital only,” says creative team. “We work with agency almost 16 years in the industry, you want them to think differently. Manisha Lath Gupta, the recently- partners when we feel the need for the Gupta joined Uber in March this That’s the fundamental job. In appointed marketing head of Uber expertise of an agency. Otherwise, a year. She moved to Gurgaon from some categories, there are existing India and South Asia. lot of the work is done in-house. The Mumbai three years back after selling constructs and the shifts are very As part of the campaign, Uber ride/ campaign for Uber rides was crafted Mojarto, her entrepreneurial venture, incremental. In a category like Uber Eats orders earns ‘runs’. After by Ogilvy and Uber Eats’ was done an online art marketplace, to NDTV. mobility (Uber’s), the shifts are huge. collecting a certain number of runs, in-house,” Gupta says. The Uber- “As part of that deal, I had to come We are trying to deepen the meaning the user will qualify for a chance to ICC anthem is written by Dabral and and run it out of Delhi. Also, I am of the brand, build more qualities, win a ‘match package’ for the World sung by artists from five countries. from Chandigarh and for us to come apart from simple ‘mobility’, and Cup in England, among other prizes. When asked if the ‘go to World up north was sort of on the cards. bring in human elements.” n It’s not just users, drivers also collect Cup’ and ‘win prizes’ bait works for We lived in Mumbai for almost 20 [email protected]

22 afaqs! Reporter, June 1-15, 2 0 1 9 e

THE TIMES OF INDIA Out & Proud afaqs! Reporter spoke to Sanjeev Bhargava, director, Brand TOI, and Swati Bhattacharya, chief creative officer, FCB Ulka, about the campaign supporting the LGBTQ community. By Abid Hussain Barlaskar

he Times of India’s latest The Times of India launched ad campaign ‘Out & Proud’ its award-winning ‘Sindoor Khela Thighlights the brand’s - #NoConditionsApply’ campaign support for the LGBTQ cause. As that challenged a 400-year-old part of the initiative, ToI introduced tradition of married women playing ‘Times Out & Proud Classifieds’, a with vermillion on the last day of portion of the newspaper’s classifieds Durga Puja. As part of the campaign, page dedicated to the LGBTQ women of all walks of life were community. invited to participate. Conceptualised by FCB Ulka, the Swati Bhattacharya, CCO, FCB ad film features four scenarios - a gay Ulka, said that the ad was filmed man looking for a house, a lesbian with real people, who were found opening up to her father, a gay through friend circles. “It is true that couple announcing an anniversary and a gay man looking for a partner. The campaign launch coincided INDUSTRY SPEAK: points. “‘Gay Pride’, therefore - ‘Out with the International Day Against Narayan Devanathan, group & Proud’, comes from a western Homophobia, Transphobia and executive and strategy officer, Dentsu notion that if you sufficiently Biphobia 2019 (May 17). Aegis Network - South Asia, finds project PRIDE, you will convince However, such a move from a it to be a positive step. “Featuring the world at large. Again, we might traditional print media giant like ToI real people and stories indicates their be living amidst a different mindset hints at how brands are undergoing a willing participation in telling the and thus, the larger problem is major shift in their advertising. The stories. I applaud that too. But it how to convince society. Given classified ads can be placed for free could have been much better,” he that it is ToI, that would have by the LGBTQ community for the says. been the more ambitious task. first three months, starting May 17. “The first thing that strikes me is In LGBTQ conversations, the The campaign is being promoted the position of privilege the makers line between ‘privacy’ and ‘pride’ on digital, followed by the newspaper of this campaign come from as the is easily breached and both are with a possibility of propagation on ‘givers’ of a rightful place. Rather important. Will such a column be the radio too. than the movement towards equality, safely anonymous and private?” he Sanjeev Bhargava, director, Brand which might be the honest intent, says. ToI, says, “Whether the landscape is “As a newspaper, it it veers towards a slightly different “Out & Proud is only half the changing or not, the question is ‘does is imperative for us place. The default state is the straight story. The other half is the stigma it need to change?’ As a newspaper, it community. But by occupying the which even more liberal societies is imperative for us to understand the to understand the position of the default, there is a don’t seem to have overcome. It is things society needs to change and rather conspicuous ‘othering’ of the a brave gesture for the brand, but we, as a newspaper, need to support things society needs LGBTQ community here. Like in the is it the right thing for the issue? a desirable change.” to change.” gender equation, the default state is Are we relegating it to a ‘ghetto’ in When asked about the marketer’s worry when the theme is not so well- SANJEEV BHARGAVA ‘LGBTQ marketing’ is a thing today and has accepted, Bhargava says, “It takes courage to go ahead with a campaign been significantly used by brands. which is not mainstream or populist. Surabhi (from the ad film) has not Of course, we worry, but that’s a come out to her father yet and the male; in the race equation (especially the newspaper? Or is this a loud risk we are taking. The campaign is film with the classified ad will be a in the western hemisphere) it is signal to society that a mainstream about acceptance and love and not vehicle. The idea for the campaign Caucasian. That one aspect can make newspaper has ‘included’ them and provocation. We are talking about was born as the classified column, the communication and the initiative hence, made them acceptable. Does it in a non-confronting, emotional the rest kind of grew around it,” seem a tad patronising,” he adds. the LGBTQ theme benefit from and engaging manner without asking Bhattacharya says. “Also, does the fact that ToI now high visibility representation or people to take sides. ‘LGBTQ marketing’ is a thing has a classifieds for LGBTQ people does it become further marginalised “The genesis of the campaign, today and has been significantly used mean that they had discriminatory by marking out a perimeter to hold in my view, lies in our interactions by brands. We asked Bhattacharya practices earlier? Maybe I need discussions in?” Bose asks. with the transgender community how ‘Out & Proud’ stands apart. “For to be a little more forgiving and “True inclusion is about opening during ‘Sindoor Khela’. We realised many, it’s like ‘let’s put one LGBTQ acknowledge that, for us members a dialogue with non-believers and that there was a huge gap in the person in an ad’. It’s almost like a of the straight community, this is creating tolerance in the larger society. statement of the Supreme Court tick-box to make a brand inclusive. perhaps a huge step. Maybe we’ll Pessimism apart, what works is that judgement about Section 377 and We’re not using people as props, but learn and take bigger steps going the brand is ‘The Times of India’ people embracing it. When Swati getting to know them better. The forward,” Devanathan explains. and that lends big support. A legacy Bhattacharya from FCB Ulka, came stories are supposed to help us take Auryndom Bose, senior creative brand doing this surely validates the up with the idea, it was the perfect a better look at the diversity,” she director, Dentsu One, considers it argument,” he concludes. n answer,” he adds. responds. a “truly brave” move, but has a few [email protected]

afaqs! Reporter, June 1-15, 2 0 1 9 23 oee

Rag rag mein Daude city THE MOST AUDACIOUS AD OF THE MONTH be heard

ONEPLUS7 PRO MAGGI P&G INDIA TOI Smartphone brand OnePlus’ latest ad In the 40-second ad, the Nestle-owned P&G Shiksha, a CSR program of P&G Conceptualised by FCB Ulka, The Times of features ‘Bunty’, the gangster, played by instant noodles brand has been positioned as India, has rolled out its latest ad that India’s ad campaign ‘Out & Proud’ highlights actor Jatin Sarna on the Netflix original a teenage boy’s entry point to the kitchen. It highlights the story of Bittu, who realises the brand’s support for the LGBTQ cause. web-TV series - Sacred Games. is part of a campaign titled ‘First Cook’. his dream of going to school at age 75. Creative Agency: FCB Ulka Creative Agency: McCann Worldgroup Creative Agency: Leo Burnett

HIMALAYA AIRTEL GITS FOOD CHERRY BLOSSOM Himalaya Men’s recent advertisement Part of the #AirtelThanks program, the The one-minute long digital film, as part The global consumer goods firm Reckitt featuring Virat Kohli (right) and Rishabh Pant new ad highlights the exclusive benefits of of the brand’s ‘Taste of Motherhood’ Benckiser (RB) has rolled out a campaign for has come under the spotlight and is raking in the provider as part of a three-tier system campaign, narrates the story of a child in its shoe polish brand Cherry Blossom, with a negative reviews. - silver, gold and platinum. an orphanage and how he seeks motherly message of ‘Polish to shine’. Creative Agency: Chapter 5 Creative Agency: Taproot Dentsu warmth in his daily routine. Creative Agency: Tilt Brand Solutions

SURF EXCEL SPACES LUX COZI KURKURE Unilever’s detergent brand Surf Excel has This Mother’s Day (May 12), home linen Lux Industries has recently launched India’s In shows on ZEE Entertainment Enterprises successfully taken social media by storm brand Spaces applauds all mothers for their first ever scented vest range under their Limited (ZEEL) channels, the protagonists with its latest ad for Ramzan 2019. The unconditional love and warmth through its flagship brand Lux Cozi to help you beat the will bring alive Kurkure’s new positioning, minute-long spot highlights the practice of #NoOtherLikeMother campaign. summer humidity in style. ‘Khayaal Toh Chatpata Hai’. ‘Eesar’ (read: altruism). Creative Agency: 21N78E Creative Labs Creative Agency: 82.5 Communications Creative Agency: Mindshare South Asia

PREGA NEWS STAR SPORTS TANISHQ WILD STONE Prega News has rolled out its Star Sports has unveiled its campaign for the The jewellery brand has released videos as Wild Stone talc has released a TVC titled #preganewsmeansgoodnews campaign 2019 ICC Cricket World Cup in England with part of its campaign ‘Aapke apne hain hum’ #GoodChoiceSister that urges men to stop targeting Indian households and their a peppy number ‘Crown Cricket Ka Madam Ji that beautifully portrays the emotions that using women’s talc, lest they turn into regressive mindsets. Hum Le Jayenge’. run across a customer’s mind while buying. women themselves. Creative Agency: ADK Fortune Creative Agency: Ogilvy Creative Agency: Lowe Lintas Creative Agency: Brand David

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

24 afaqs! Reporter, June 1-15, 2 0 1 9 o

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Experience: 1 to 3 years Profile: Understand client brief Experience: 0 to 4 years Analysing the client’s briefs and Location: Mumbai and provide creative inputs. Location: Mumbai delivering creative as per the Email: [email protected] Develop design briefs by gathering Email: [email protected] timelines. Real estate knowledge & information and data through ...... experience in an advertising agency research. Create wireframes/ will be an added advantage. storyboards. Updated knowledge Post: Community Ambassador Experience: 4 to 6 years of software and tools of the trade. Company: The Better India Location: Mumbai EVEN GOOD CAN! Develop graphics for product Profile: Create an unparalleled brand Email: [email protected] GET BETTER illustrations, logos and websites. experience across every channel of ...... Experience: 5 to 7 years interaction, including social media, Location: Hyderabad customer response, relationships Post: Art Director Email: careers@tempestadvertising. with sellers and overall community Company: Collateral - The com engagement. You will be the voice Storytellers TO ADVERTISE, CONTACT: ...... of the brand. Profile: Creating concept Experience: 8 to 10 years and strategies as per the brief Shubham Garg Post: Account Manager Location: Bangalore understanding. Ensuring that desired Aakash Bhatia (Client Servicing) Email: [email protected] client timelines are being met. Company: Quotient ...... Ability to work/think independently Communications Pvt Ltd and lead a team, as well as ideation Profile: Sales-driven strategising, Post: Media Manager-Digital qualities. Passionate about delivering To view other jobs in Marketing, day-to-day interaction with Company: Vermmillion solutions. Knowledge of print Media and Advertising, log on to: clients, understanding briefs and Communication Pvt Ltd and designing softwares. Good executing them in the most creative, Profile: Experience of search, understanding of English. Ability to yet solutions-oriented manner programmatic and social marketing. see the entire campaign start to end. possible. Along with ensuring client Reached advertiser goals through Experience: 5 to 7 years

afaqs! Reporter, June 1-15, 2 0 1 9 25 people

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

ADVERTISING MARKETING

BBDO India Bhardwaj was working with Interactive Crocs of emerging markets. Singh has BBDO India has appointed Suraja Avenues as creative director. Bhardwaj Crocs, Inc., the international been with Adidas for 14+ years. Kishore as CEO. Kishore was earlier has over 10 years of experience and casual footwear brand, has EVP and general manager at McCann has won multiple awards. Bhardwaj appointed Sumit Dhingra as the Spotify India Mumbai, and national planning head is credited with conceptualising and new general manager for India, Spotify India has appointed at Truth Central, McCann’s global scripting one of India’s most-viewed Sri Lanka and Nepal. With over Divya Chadha as head - thought leadership unit. Kishore ads on YouTube - ‘Do the Rex’. 15 years of experience, Dhingra consumer marketing. Earlier, has been with McCann since 2013. has been recognised as ET’s 40 Chadha was senior brand Under his leadership, McCann built an MullenLowe Lintas under 40, one of India’s hottest marketing manager, Amazon. enviable reputation, winning ‘Agency MullenLowe Lintas Group has business leaders in 2017 by The She will be based in Mumbai. of the Year’ at the local Effie’s in 2018 announced the elevation of Economic Times and Spencer and 2019, and other accolades. Subramanyeswar, better known as Stuart. Johnson & Johnson Subbu. He joined Lowe Lintas as its Tiny Sengupta is the director, FCB Ulka national planning director in 2011. He Reckitt Benckiser vision care at Johnson & Johnson Bolstering the operations at the championed the group’s effectiveness, Bhavana Mittal, regional India. Earlier, Sengupta was Bengaluru office, FCB Ulka recently awards agenda and has played a capital head of media, digital and head category - personal care appointed Ankit Sharma as associate role in the group winning at prestigious communication, South Asia (male grooming and skincare), VP - strategic planning. He will be award shows such as APAC Effies, at Reckitt Benckiser (RB), is Marico. Sengupta has spent over working closely with Theresa Ronnie, India Effies, Tambuli, Tangrams and moving on. She joined the global 15 years in the industry. who helms the Bengaluru office. the world-renowned Jay Chiat by 4A’s. FMCG giant in May 2016. Sharma has a decade of knowledge and ITC experience. He comes from McCann, Havas Creative Adidas ITC Group has named Sanjiv where he was strategic planning Mayur Hola, former national creative Neelendra Singh has been Puri as the company’s new director in Bengaluru. director, has joined OYO and has appointed as general manager CMD. He was appointed to the updated his designation on his Twitter of Adidas for India. Singh will post after the passing away of RepIndia profile to head of creative, India and SE report to Dave Thomas, MD former chairman YC Deveshwar. To strengthen its creative team, Asia – OYO. Previously, Hola worked RepIndia has roped in Akshat Bhardwaj as executive creative director and DIGITAL as creative director. Bhardwaj will executive VP at Contract Advertising. closely work with Neeraj Toor, Soven In the past, he has worked with Nescafe, Mandal, Nazneen Joshi, Neelanjan Tata Docomo, National Geographic, Netflix Wavemaker Dasgupta, Nabeel Lakhani and Aman Truecaller, KFC, Pan Vilas, Dominos, Netflix India has appointed Vineet Kanabar, who was Rawat. Before joining RepIndia, Droom and Truly Madly. Monika Shergill as head - responsible for developing series, international originals. content marketing frameworks With over 20 years of at The Viral Fever as head of experience in the broadcast marketing, has moved on. He MEDIA industry, she has held various will join Wavemaker in June leadership positions at as senior director for content Star Bharat Inuxu Digital Media Technologies Viacom18, Star India, Sony partnerships. Pawan Pandey, who was the category Inuxu Digital Media Technologies, Entertainment Television, head - beverages at Dabur India, joins based in Pune, has appointed Sumeet Zee Telefilms and SAB TV. Myntra Jabong general entertainment channel Star Dubey as chief business officer. Based Myntra has appointed Harish Bharat as VP and head of marketing. out of Mumbai, Dubey will report to Truecaller Narayanan, who headed Pandey worked at Dabur for over CEO Rohit Bagad. Dubey is a media Truecaller has appointed B2B marketing for YouTube eight years. He joined the FMCG industry veteran with 15-plus years Sandeep Patil as MD for its APAC, as head of marketing giant in 2011 as senior product of experience in leading big ad sales India operations. He will for Myntra Jabong. Narayanan manager. In 2013, he was promoted teams. He has been selling regional also be part of the global will take over from Mithun to group product manager - Oral language audience and advertising management team. Based Sundar, the current head of Care (Red Franchisee). In 2017, he solutions to brands and agencies for in Bengaluru, Patil will be revenue and marketing, who became the category head - beverage, a decade. Prior to joining Inuxu, he responsible for spearheading will continue to lead revenue and led the franchise growth. He was with Oneindia, India’s largest business strategies to expand and will also be responsible joined Dabur from Emami, where he multilingual publisher. the company’s footprint and for fashion strategy. Narayanan was working as a brand manager. He accelerate revenue growth comes with over 12 years started his marketing career in 2006 MY FM globally. of experience in marketing, with Elder Health Care as assistant MY FM, radio business wing of Dainik with a deep knowledge of brand manager. Bhaskar Group, has elevated Rahul Google consumer branding and J Namjoshi as its COO. Namjoshi Praveen Sharma, regional digital marketing strategy. DB Group will spearhead the brand through the director - performance Earlier, he delivered record- Abhishek Purohit moves back to print transformation in radio industry and marketing solutions, APAC at breaking growth for the division at DB Group as marketing focus on bringing in wider acceptance Google, has stepped down. He video-sharing behemoth manager. Previously, he served for the radio medium. He will also joined Google in 2010 as head in the region, through as marketing manager at 94.3 MY help drive the significant partnerships, of YouTube and display sales, industry-shaping narratives. FM. Purohit began his career with enhancing reach, brand integrations India. He has also worked with Narayanan will report to the Dainik Bhaskar Group as senior and lead the launch of content and Madison Communication and Amar Nagaram, head, Myntra executive in 2008. campaigns for the channel. GroupM in the past. Jabong.

26 afaqs! Reporter, June 1-15, 2 0 1 9 2016/-(inclusive taxes).

3495/-(inclusive taxes).