April 16-30, 2014 Volume 2, Issue 22 `100 20

How marketers are making use of the current rage to promote their brands on social media. +2/',1* $0,5525

26 6 10 PLUS GOAFEST 2014 The Programme Sheet 24 RAFTAAR.IN-TECHAFAQS! Impressing Hindi Users 24

APAC EFFIE AWARDS 2014 29 VIP SKYBAGS NIKE TATA SALT Half a Dozen for India Attack on Black Every Frame Counts Aspire and Inspire 9XM Who says backpacks need to The country is a cricket Recycling a popular saying 31 be boring? field, says this TVC. with a champion. Who is the Idiot?

EDITORIAL

This fortnight... Volume 2, Issue 22

ou can gauge the pace of change in society in many ways. One is to check how often EDITOR Ythe dictionary adds new words. The subject of this issue’s cover, the word ‘Selfie’, Sreekant Khandekar April 16-30, 2014 Volume 2, Issue 22 `100 is Oxford Dictionary’s Word of the Year 2013 because its use grew by 17,000 per PUBLISHER Prasanna Singh 20 cent between October, 2012 and October, 2013. And mind you, according to Google DEPUTY EDITOR Trends, search for the word has grown tenfold again since then thanks to the famous Ashwini Gangal Oscar selfie. SENIOR LAYOUT ARTIST Vinay Dominic How marketers The folks at Oxford Dictionaries now keep a sharp eye out for new words that are making use of the current rage to PRODUCTION EXECUTIVE promote their brands on social media. emerge in popular media. When I was a sub editor in the 1980s, it took Oxford forever Andrias Kisku to incorporate any change. For example, ‘Motor cycle’ continued to appear as two words +2/',1* ADVERTISING ENQUIRIES years after it had moved to ‘Motorcycle’ in common parlance. Naveen Arora, (0120) 4077803, 4077866 $0,5525 Noida Centuries ago, when dictionaries were compiled, the writers put in words that they 26 6 10 PLUS Arunima Bhattacharya, (022) 40429702-5 GOAFEST 2014 24 Mumbai The Programme Sheet assumed would be useful to people. Some were never used. In more recent times, words RAFTAAR.IN-TECHAFAQS! Impressing Hindi Users 24 APAC EFFIE AWARDS 2014 [email protected] 29 had to be in use for a couple of years before a dictionary would condescend to consider VIP SKYBAGS NIKE TATA SALT Half a Dozen for India Attack on Black Every Frame Counts Aspire and Inspire 9XM Who says backpacks need to The country is a cricket Recycling a popular saying 31 be boring? field, says this TVC. with a champion. Who is the Idiot? them for inclusion. MARKETING OFFICE B-3, First Floor, Sector-4, Noida-201301. No longer. New words can gain currency rapidly in the digital age. However, it is Tel: (0120) 4077800. hard for those working on a new edition to gauge whether the word will enter our collective consciousness or sink MUMBAI 501-502, Makani Center, 5th Floor, soon after. Some candidates for inclusion last year were ‘Harlem Shake’ and ‘Sharknado’ but Oxford gave up on Off Linking Road, Bandra (W), Mumbai - 400050 them when their usage crashed a few months later. Tel: +91-22-40429 709 - 712 Oxford has, in fact, begun a tradition of naming a ‘Word of the Year’. Sample some from the past decade: BENGALURU S-1, New Bridge Corporate Centre, Sudoku, Podcast, Carbon Footprint, Unfriend and, last year, GIF. 777 D, 100 ft Road, Indira Nagar, Bengaluru - 560038, India How rapidly the English language adopts new words is best illustrated by my favourite example, ‘Refudiate’. SUBSCRIPTION ENQUIRIES Former US vice president aspirant Sarah Palin used it in July, 2010 in a TV interview, apparently mixing up Akhilesh Singh, (0120) 4077837 ‘repudiate’ with ‘refute’ to create a new word. In spite of being scoffed at, ‘refudiate’ picked up such momentum that [email protected] it not only made it to Oxford but was even declared the Word of the Year 2010. Owned by Banyan Netfaqs Pvt Ltd and Printed and published by Parting tip on ‘Selfie’: it is not just a self-portrait taken by a phone but is ‘typically… uploaded to a social media Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, website’. So if you take a self-picture and leave it in your mobile it doesn’t quite make the cut :) Jawala Heri Market, Paschim Vihar, New Delhi-110 063.

Printed at Cirrus Graphics Private Limited B-61, Sector 67, Noida (U.P.), 201301 Sreekant Khandekar Cover Photograph [email protected] Sushil Kumar CONTENTS 25 12 PLUS

VIRAL NOW BJP’S CAMPAIGN First Kiss 8 A Mixed Bag Three different CAMPAIGN TRAIL campaigns push 14 brand BJP. New Ads

ZIPPO POINTS OF VIEW 830 28 IPL vs Elections Sharing the Pain Will the two be fighting for the viewer’s mindspace? AAAI Young Lions Roar 29 BY INVITATION 32 Gautam Talwar RASNA EXPRESS TV ET PANACHE A brand diagnosis of the Breaking the Mould A New Screen in Telugu 30 main political parties and The brand leapfrogs from its An infotainment channel that A New Inside Page how they are perceived. ‘I Love You’ campaign. promises to entertain.

afaqs! Reporter, April 16-30, 2014 5 $'9(57,6,1* NIKE CRICKET Every Frame Counts An ode to the nation’s obsession with cricket, Nike’s latest ad campaign ‘Every Yard Counts’ celebrates the way Indian cricket enthusiasts convert every inch of the country into a cricketing field. By Satrajit Sen

rather, it celebrates the joy of “everyday cricket”. He explains, “At Nike, we understand that the cricket culture of this nation is not confined to Team India and its players. It includes the millions of young cricketers who strive every day to be amongst the best tomorrow. This film is dedicated to each and every one of those young cricketers who relentlessly chase their dreams.” The campaign is being supported on social media though the hashtag #justdoit. On Twitter, Nike Cricket (@nikecricket) has more than 10,000 followers and on Facebook, the brand has more than 3 million fans. Nike has been the official apparel sponsor for the team since December 2005. The brand Pant: cricketing frames extended its contract for a period of five years with the Board of Control for Cricket in India (BCCI), n India, millions dream of playing on a in 2011. professional cricket field someday. In the Imeanwhile, though, they make do with what’s BOWLED OVER? available - the length and breadth of well, the hough not meant to promote a specific entire country. They manage to convert every yard Tproduct, the campaign, opine experts, does of the country into their cricketing field. what it is meant to do. It celebrates cricket and has Nike Cricket, a segment of Nike that offers managed to make young cricketers a part of the cricket gear and sponsors teams/players, draws campaign. on this very insight in its latest ad campaign titled Appreciating the execution and overall ‘Every Yard Counts’. According to the brand, to a treatment of the film, Manoj Shroff, producer, young Indian cricketer, lack of space isn’t really a Equinox Films, a production house, says, “I problem; it’s an opportunity... to hit the ground particularly love that raw feeling the director has harder, run faster, jump higher and stand taller. given it. Nothing about it looks staged. You can At the heart of the campaign is a crowd-sourced actually smell the earth and feel the grime of the film that features over 200,000 ‘moments’ or places shown.” still frames captured from thousands of cricket Does the rapidly changing image montage grounds across India. It features 1,440 young make for good TV viewing? One might argue the cricketers. And here’s what we mean by ‘crowd- speed at which one still image leads to the next is sourced film’: the brand team invited players a bit hard on the human eye. Shroff shrugs, “It is from all over India to send images of themselves quite normal in today’s day and age to say a lot so playing cricket. The brand also had over 100 fast; people are really short on time.” photographers travel around the country to shoot Though the idea of crowd-sourced images young cricketers in action. has been appreciated, the absence of a definite The film is an amalgamation of these single storyline in the video has drawn flak from some frames. In a sense, the way this film was made experts. Showing how youngsters living in remote takes us back to the very genesis of the modern parts of the country play cricket or showing how day motion picture, which is nothing but a series cricket transcends religious differences, would of static frames fused together and revealed in have been more engaging, say some experts. rapid succession. Nike’s film captures the most There’s a saying about the end justifying the crucial moments in the game of cricket, including means, referring to which, Rajiv Dingra, CEO, the bowler’s run up, the throw of the ball and the WATConsult, a digital and social media agency, batsman’s race to the crease. says, “Sending 100 photographers across the The digital film was created by JWT Bengaluru, country to collect these images is a huge task and produced by 1st December Films, Bengaluru, the impact of the video doesn’t justify that effort. and directed by Senthil Kumar, national creative The concept of the video is understood within director, JWT India. The song creation and sound the first 20 seconds with the rapidly changing design is credited to Dhruv Ganekar and Taufiq images. After a point it becomes predictable. Qureshi. There is no ‘wow’ factor beyond a point, though First launched on Facebook and Twitter, the the background music does try and keep your digital film has now started appearing on TV. The excitement up.” campaign manifesto reads: ‘Yesterday was not Dingra goes on, “Beyond the rapid still shot good enough. Today is not over yet. Make Every transition, it does nothing for me emotionally,” Yard Count.’ citing Coca Cola’s cricket-based film as an example According to Avinash Pant, marketing director, that managed to stir him emotionally. „ Nike India, the video doesn’t hard sell any product; [email protected]

6 afaqs! Reporter, April 16-30, 2014

$'9(57,6,1* RASNA VIRAL NOW Breaking the Mould The First Kiss The brand leaps ahead of its ‘I love you, Rasna’ proposition and asks Clothing brand Wren consumers to ‘Milaofy’ Rasna in their lives. By Saumya Tewari launched a video that

the line between the urban and featured nearly 20 strangers semi-urban populace is increasingly kissing each other. blurring. “We cannot really typecast By Devesh Gupta the consumer today. With a spike in disposable incomes and increasing access to products, the consumers t is said that people always remember from smaller towns are equally their first kiss; nowadays, some even aware about the choices available in Idocument it as a video on their the market,” she quips. smartphone. But, have you ever heard of The Rasna campaign does kissing a total stranger, recording a video relatable talking cutting across age and publishing it? Clothing brand Wren groups and includes teenage couples has done just that, and released the video of and young married couples, clearly kissing strangers on social media. hinting at the brand’s conscious The maker of the film, Tatia Pilieva, efforts to target the 15-30 age group. got 20 strangers to kiss each other in a rom ‘I love you, Rasna’ to Rasna is a big player in the studio. The kissing couples were filmed ‘Life mein Rasna milaofy’, the soft drink concentrate and instant and their reactions documented in a video. Fthree-decade old brand that drink powder segment, with The entire film was shot in black and grey has practically defined ‘summer a market share of around 93 per with melodious background music. quencher’ for children in the ‘80s cent. To stay relevant and attract Although the film begins with the and ‘90s has come a long way. young consumers, the brand has protagonists reluctant to kiss totally With increasing competition from been launching new flavours, unknown persons, later, they seamlessly global players, Rasna as a brand is variants (Fruit Plus), new packaging apparently rethinking its positioning under affordable pricing. In 2013, in the market. In the last few years, it forayed into the ready-to-drink Rasna has ventured into high margin beverage segment with Rasna Ju-C ready-to-drink product segments with a target of achieving a turnover like energy drinks, fortified water and of `400 crore and a market share of premium fruit juices in collaboration 4-4.5 per cent by the end of three

with global firms. FOTOCORP years. Although Rasna dominates the The brand’s latest campaign, Nair: juicing it up powdered soft drink concentrates ‘Milaofy’, shows how Rasna is market, the company’s market share breaking away from its ‘kids only’ image and catering is much lower when compared with the squash and to a wider group of consumers by launching new soft drink segments. It faces stiff competition from offerings. Executed by Curry Nation, the slice of multinational players like Coca-Cola (Minute Maid life film captures how people across age groups can juices), PepsiCo’s Tropicana juice, and Cadbury brighten moments in their lives by savouring Rasna. India’s (part of US-based Kraft Foods) Tang. The minute-long film starts with children having fun The kissing couples in a boarding school’s dormitory with the drink, and UNIVERSAL APPEAL were filmed and their goes on to show a family taking Rasna to a patient oes the ‘Milaofy’ campaign do justice to an in a hospital, a teenage boy proposing to a girl in a Dinstitutional brand like Rasna? Cajetan Vaz, reactions documented. bus, and a husband who tries to please his wife by branding consultant, believes that the campaign offering Rasna. is a wonderful expression of ‘togetherness’ and it get into the act. Their awkward laughter The idea is ‘Rasna energises you and makes your continues to capture all the values that Rasna has and initial hesitance add charm to a rather life lively’ says Priti Nair, director, Curry Nation. stood for all these years, like the joys of sharing and simple video. The TVC has been created with a core brief ‘Those bringing out the child in you with harmless pranks. Published on March 10, the video has who love life love Rasna’. The brand wants to revamp He says that the film has the potential to make the so far garnered over 76 million views on its image and communicate to consumers that Rasna campaign line integrate with the vocabulary, and that YouTube. is more than just an orange drink. is a very strong advertising property that Rasna can Someone watching the film for the first “Rasna has been an iconic Indian brand and create with this campaign. time will find it difficult to identify it as keeping pace with the present times it has rolled out “Although it does not have the potential of a ‘Yeh a commercial, and the protagonists are an array of new products. The campaign shows ready dil maange more’ in terms of becoming a part of the actors/models working for a clothing brand. to carry products which can national lingo,” he adds. The video may be a wasted opportunity for be taken anywhere and a tasty Vaz disagrees that the campaign is an attempt Wren despite such a success and is a case drink that can be made on the to break away from the brand’s ‘kids only’ product of extremely subtle marketing where the go,” she adds. image. viewers are not able to associate with the Nair mentions that the However, he draws the line on the creative license brand. Following the success of the video, look and feel of the film is on showing a serious hospital patient being fed Rasna several replicas and parodies have already upmarket and aspirational. via a drip. “As a responsible communicator, I would surfaced on social media platforms. However, she negates that refrain from encouraging children to do such a (Viral Now is a section about videos that are the campaign targets ‘urban’ thing,” he cautions. „ catching people’s fancy on social media). „ consumers, asserting that [email protected] [email protected]

8 afaqs! Reporter, April 16-30, 2014

$'9(57,6,1* TATA SALT Aspire and Inspire Tata Salt recycles the oft- heard phrase ‘Maine Desh ka namak khaya hai’ in its latest ad featuring boxing champ Mary Kom. By Saumya Tewari

creative director, FCB Ulka, says the campaign is the digital medium too. A user-generated content hinged on the idea of giving back to the country. platform (Deshkanamak.com) has been created, This is what led to the line ‘Maine Desh ka Namak on which people can upload inspiring stories of khaya hai’. Mary Kom, the agency explains, is best their very own real life heroes. suited for this campaign as she has actually beaten the odds (such as poverty, gender discrimination) INSPIRED? to achieve what she has. “Salt is a household ou bet. But the tagline is an instance of product and she was a perfect fit as she is a mother, Y“overkill”, say brand experts. a fighter and a true Indian,” Chax notes. Mythili Chandrasekar, senior vice president ata Salt’s latest ad film is a tale of grit Shalaka Kamat, head marketing, consumer and executive planning director, JWT, believes and undying spirit. The brand urges its product business, Tata Chemicals, tells us that the “the campaign is an inspiring piece on a first- Tconsumers to beat the odds and achieve objective is to celebrate real life heroes who live up of-her-kind woman, the brand is more than a their dreams, just like ace boxer MC Mary Kom, to values like integrity, loyalty and honesty. “Our packet of salt, and the idea is evocative.” Question and to then inspire others to do the same. consumers have changed culturally, economically is - will women like it? “I don’t see why not,” she To this end, FCB Ulka has created a two and and socially so the way we contextualise has also says. According to her, though, the main point a half minute long film that traces the athlete’s changed,” she says, explaining the reason for going being made in the campaign is not of loyalty or hardships and triumph. with an unconventional brand ambassador and ad. giving back to the country but of the protagonist’s Shot primarily in Gangtok, the picturesque Besides TV, the campaign is being promoted on against-all-odds spirit. capital of Sikkim, the films begins with a visual of For Prathap Suthan, managing partner and chief Mary Kom reminiscing her days of struggle. She creative officer, Bang in the Middle, although the recalls the moment she first donned the boxing campaign is well executed and makes “thoughtful gloves, encouraged by a coach who noticed her use of a new icon”, the tagline sounds “forced”. drive early on. The ad goes on to highlight the Suthan gives the brand team brownie points for way, after emerging victorious at the national and showcasing the North East in positive light. “We global level, she decides to give back to the country really haven’t, as a country, embraced that region by starting the Mary Kom Boxing Academy - all an as much they have embraced us. Some of the most effort to create more Mary Koms, as the voice over talented people across industries come from the (VO) artist says. Special care was taken to make the North East,” he says. VO resemble Mary Kom’s real life accent. Ulka’s Chax adds, “Her story was not just Speaking to afaqs! Reporter about the inspiring but also came from a state which, though experience of creating this emotion-laden not ‘mainstream’, is a great reservoir of talent.” „ campaign, KS Chakravarthy (Chax), national Chax (left) and Kamat: salt to taste [email protected]

an initiative

(9(1*22'&$1! *(7%(77(5

JOB MREVZLWFKLQ7KHQRVSHFLDOLVWMREVLWHLQ,QGLDIRUWKH$GYHUWLVLQJ0HGLD 0DUNHWLQJSURIHVVLRQDO SWITCH .in 7RJHWLQWRXFKZULWHWRDEKLODVKVLQJK#DIDTVFRP__DOLVKDIDURRN#DIDTVFRP_

$'9(57,6,1* BJP Wooing With A Mixed Bag During the 2014 general elections, the political party released three different sets of TV campaigns. By Prachi Srivastava

reprimands such hanky-panky behav- iour with ‘No hera-pheri yaar..isliye abki baar, Modi Sarkar.’ More recently, the BJP has launched a promotional video that positions Modi as the harbinger of happy days. Through a musical, the party conveys that in the days ahead, women will feel safer, parents will t’s time for the 2014 general be able to educate their kids and the elections and Indian citizens are country will change for the better. Iinundated with persuasive ad cam- The ad film ends with the lyrics - paigns. Cities and towns are covered ‘Ache Din Aane Wale Hai, Hum Modi Ji with hoardings, banners and posters Ko Lane Wale Hai’. as prime-ministerial candidates cam- It is pertinent to note that the paign across the country. Congress had launched its commu- In addition to its recently launched nication efforts weeks before the BJP. outdoor efforts, the Bharatiya Janata According to highly placed industry Party (BJP) has rolled out three sets sources, there were some issues relat- of television campaigns, the first of ing to BJP’s ad rates on TV and print which was rolled out in the sec- channels. Though finally resolved, ond-last week of March. All promote the back and forth shuttling between Narendra Modi through the tagline - certain media owners and BJP’s media ‘Abki Baar, Modi Sarkar’, a catchphrase partners - the media duties of BJP are that has already become popular. being handled by Madison - is said WPP’s Soho Square has worked to have postponed the release date of on BJP’s campaign. The party’s media BJP’s ad campaign. spend is reportedly around `400 crore this time. JANATA’S VERDICT e asked creative veterans, NO NONSENSE Wplanning experts and brand he first set of films is based on strategy consultants to review BJP’s Twhat experts call the ‘piece- gamut of films. to-camera format’ or ‘monologue Gautam Talwar, chief strategy format’. In each ad, an individual talks officer, Rediffusion-Y&R found the straight into a camera and addresses animated campaign downright sense- the TV viewer in a direct and serious WPP’s Soho Square has worked on BJP’s less. He thinks it tried really hard manner. In two ads the speaker is campaign and the party’s media spend is to make a serious point with bad a man and in the other two, the humour. If it’s the youth the BJP is speaker is a woman. These partly reportedly around `400 crore this time. targeting through this series, then it black-and-white films end with these will surely fall short, he feels. hard-hitting words: ‘Bijli ke liye tarsaane walon, janta showing scenes of people interrupting on-going According to him the monologue series was maaf nahi karegi’, ‘Yuvaon ko berozgar rakhne walon, cricket matches and protesting elaborately for the an “expected” campaign. However, he goes on to janta maaf nahi karegi’, ‘Humari betiyon ko suraksha na silliest of reasons, like wanting a samosa or want- appreciate the standalone musical film (Hum Modi de paane walon, janta maaf nahi karegi’ and ‘Mehengayi ing less homework. Trivialising AAP’s approach, Ji Ko Lane Wale Hai), which caught his interest ko lagataar badhane walon, janta maaf nahi karegi’. the VO in the end says, ‘No faltu dharna, no time from a “strategic point of view.” The accusations are quite clearly directed at the wasting...abki baar, Modi sarkar.’ The strategic attempt behind this musical film, Congress. The third commercial shows a pre-match coin he explains, is to reconfirm what the opinion polls toss scene, in which the captain of only one team have been predicting and to sway the undecided GRAPHIC HUMOUR has arrived on the field. The implication is that the into voting for ‘the winning candidate’. he four-film monologue series ranks high Congress doesn’t have a candidate ready to take on KV Sridhar (Pops), chief creative officer, India Ton the seriousness quotient, quite unlike the the responsibility that comes with the PM’s chair. subcontinent, Leo Burnett, finds the animation second set of films that takes the humorous route The VO goes - ‘Bina captain ki team khayegi maat, series interesting. “When you take a pot-shot at the to win citizens over. Launched during the T20 isiliye abki baar, Modi sarkar’. older brother in a humorous way, it is entertain- World Cup, the ads take a dig at Congress and The fourth film features a cricketer trying to ing,” Pops adds, referring to the film that says the Aam Aadmi Party (AAP), BJP’s adversaries. bribe the umpire in a bid to change his verdict competing team doesn’t have a captain. The first film in the animated series shows a from ‘out’ to ‘not out’. When the umpire refuses If it were up to Ashok Dingra, brand strategy bunch of cricketers who, after losing a match, let the bribe and says, ‘No Corruption’, the VO goes consultant, he would’ve rephrased the sign off off steam at the expense of the umpire; the voice - ‘No corruption, No bharshtachaar...abki baar, Modi phrase in the piece-to-camera series to a more over (VO) says - ‘No gundagardi, no maaramaar...abki sarkar’. In the last animated film, the wicket keeper direct line, like ‘Hamari betiyon ko suraksha naa de baar, Modi sarkar’. moves the position of the stumps in an attempt to pane walon ko maaf mat Karna’.” „ The second film takes an indirect dig at AAP by get the batsman out by hook or by crook. The VO [email protected]

12 afaqs! Reporter, April 16-30, 2014

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

SLICE BOOMER, WRIGLEY CADBURY 5 STAR CHOMP Slice has come up with a new TVC to promote its three Focusing on Indian youth, the new marketing campaign Cadbury 5 Star Chomp’s (a new entrant in the market) new flavours giving Indian consumers an experience of the of Boomer aims at creating a new meaning for ‘fun’ and new campaign emphasises on the ‘eat state’ as its core varieties of mango from across the country. The campaign ‘mischief’. The campaign is led by a TVC with the tag line - message. The 42 second commercial is a conversation started off with a teaser television commercial (TVC) ‘‘PHAT LI’’ - ‘‘Phat’’ being the sound which emanates when between a human and a ghost to highlight the heavy where Katrina Kaif was seen dressed as a bride, going the bubble bursts, and Phat Li to denote ‘‘pulling a gag’’. engrossing eat. across the country in a beautiful palanquin, in search of her favourite mango. Creative Agency: JWT Creative Agency: DDB Mudra Creative Agency: Ogilvy & Mather Production House: Cutting Edge Pictures Production House: QED Films Production House: Tubelight Films PRINT AMUL TOI The dairy brand Taking a cue from the released a national General Elections, print campaign TOI launched a print showcasing the campaign showcasing previous year which parties will a Avatar of the Amul non-voter chose. The chocolates and ad was designed in the butter. The print form of a vote. Some ad showcases the of the innovative party SKU’s of all the names were National choclates and butter Khalnayak Union, in their previous Rangbadlu Prasad, avatar. Kamzor Neta Party, NOKIA Kumbhkaran Party and The mobile handset manufacturer recently launched a print others. ad across the national dailies to congratulate the retail store Croma on the opening of their 101st store. The ad was designed on the behalf of Nokia.

CCreative Agency: Taproot India Communications Creative Agency: Dacunha Communications CCreative Agency: JWT OOH DIGITAL

TATA DOCOMO EMBASSY GROUP GOOGLE INDIA Tata Docomo has launched a three-month long campaign Bangalore based Real estate player, Embassy Group came As a part of the campaign started by Google India in Odisha to communicate the network’s expansion and up with a 3D OOH campaign to launch its new property, called #PledgeToVote, a musical video featuring Indian launch its value-for-money innovative products. The brand Embassy Pristine, Bangalore. Four innovations underlining celebrities like megastar Amitabh Bachchan, cricketer has put up a dazzling replica of the famous wheel of 24 x 7 water supply by putting live buckets, solar energy Virender Sehwag, Dia Mirza, Swara Bhaskar, Sakshi the Sun Temple at Konark on a large format hoarding in by putting solar panels, rain water harvesting by sintex Tanwar, Arjun Rampal, Hrishitaa Bhatt and Raima Sen Bhubaneshwar. tanks, pollution free transportation by cycling to work was released. were put up to create a high impact. Agency: Moms Agency: Brandscope Creative Agency: Ogilvy India

Got some great campaign that has been published recently? Upload it on afaqs! for the world to see. Visit: www.afaqs.com/advertising/creative_showcase

14 afaqs! Reporter, April 16-30, 2014

+2/',1* $0,5525 How marketers are making use of the current rage to promote their brands on social media. By Devesh Gupta

The celeb selfies from the red carpet at the Mirchi Music Awards helped the radio brand immensely

ccording to Hollywood Reporter, REFLECTIONS Karan Kumar, GM, marketing, lifestyle retailing Publicis CEO Maurice Levy valued ocial media experts, photographers, parents, division, ITC, identifies two key drivers of this Ellen DeGeneres’ star-studded Oscar Spsychologists, youth and marketers have trend. “Today, people have disposable incomes selfie at between $800 million and $1 attributed the selfie phenomena to vanity, to spend on looking good. This makes them feel billionA for Samsung after it got tweeted and exhibitionism and narcissism. Most selfies are comfortable about themselves which, in turn, re-tweeted massively across social media. clicked for self-adulation because as human beings drives them to the visual platform,” says Kumar. A selfie is the new way to start a conversation we like being photographed. and it helps if a celeb is doing it. In India, “It is similar to Googling your name,” SHARE MARKET Bollywood celebs Alia Bhatt and Arjun Kapoor says Nimesh Shah, head maven, Windchimes he kind of selfies is largely governed by the recently shared one, creating a talking point around Communications. “Social butterflies get an outlet Tsocio-cultural circumstances. While India is their film 2 States. to be more social. Introverts get an outlet to still at the nascent stage of exploring selfies, such Cricketers Yuvraj Singh and Virat Kohli express themselves,” adds Samarth Srivastava, as Plain, Group, Car or Feet, people in the West posted a selfie from the T20 World Cup dressing vice president and director, client services, JWT don’t have too many problems about putting up rooms, which went viral and Twitter tells afaqs! Mumbai. However, the intimate nature of the even a nude selfie. In India, people still like to be Reporter that it became one of the most-talked- photographs ensures more engagement, resulting in a group, not stand out. A simple mapping of the about content published by the International in a higher level of appreciation or instant scenario can be done by the fact, that India is not Cricket Council on Twitter till date. Now, brand gratification in the form of comments, shares, likes ready for a lingerie brand to run a selfie contest, marketers are jumping on to this bandwagon to and tweets. The obsession, after already sweeping while West is doing it. make the most of a good thing. the West, is growing quickly in India. Recently, VIP Industries launched a Twitter campaign titled #BackIsTheNewFront, inviting ON THE SPOT DIGITAL NARCISSISM? people to share their reverse selfie: a picture t the recently-concluded Radio Mirchi Music arag Gandhi, director, Flying Cursor of their back. The contest was part of a larger AAwards, several Bollywood celebrities clicked PInteractive, explains that selfies tell a lot about campaign to promote VIP Skybags. Sudip Ghose, themselves as they walked the red carpet and what and who you are. “If you meet a celeb on vice president, marketing, VIP Industries, says shared the photographs with #mirchiselfie giving road and click a selfie and share it, the picture can that the contest got 800-900 entries. “People the station huge exposure in the digital world. possibly tell how open - or closed - you are with were surprised but found it interesting. We were It was part of an activation launched by Radio yourself.” Sharing is easy because of the flood of trending on Twitter and the success of the contest Mirchi. The brand had some apprehensions about affordable smartphones with smarter cameras, was a huge boost.” how it would be accepted, but surprisingly, the mostly front facing ones, especially after 2013. ITC, at a recent activation during the Wills celebrities were comfortable clicking selfies as it Ekalavya Bhattacharya, head, digital, MTV, Lifestyle Fashion Week, found Group selfies gave them the opportunity to be in control of their says, “The front facing camera has given a huge (Gelfies) getting popular. It had set up a Radio photographs. push to the phenomena.” This digital narcissism Frequency Identification (RFID) booth allowing Rahul Balyan, head, digital initiatives, Radio is communicable. ‘Since my friend is doing it, so people to click selfies and share with the Mirchi, says, “Celebrities have no reason to I should also try it,’ is the common refrain. Well- #WillsFashionTag. In five days of activation, the tweet about any brand or engage with it without known global selfie-celebs like Kim Kardishan, brand received over 2,300 selfies, from people of incentive. But after they had clicked their own Rihana, Justin Bieber, James Franco and their all ages. selfie, they had a stake in its creation, and they Indian counterparts like Shah Rukh Khan, Says Kumar of ITC, “At the activation, we pushed it out for us to their fans. It worked very Priyanka Chopra, Soha Ali Khan, Nargis Fakhri saw different generations coming together at a well,” he points out. and Poonam Pandey have contributed to the rush. single platform, which was a visual treat.” Agrees

20 afaqs! Reporter, April 16-30, 2014 &29(56725<

Harpreet Singh Tibb, managing director, Kellogg’s with celebs but does not work that well for engagement with our target audience.” Most India and South Asia. “The openness to share common users. Pinterest has more artistic value. brands have been using selfies as just a part of everything on social media space pushed this trend What do brands prefer? their campaign in the form of contests attempting and today it’s become a rage, irrespective of age to crowd-source pictures from the consumers. group,” he says. What about gender? BRAND PIC MTV, in association with Philips, launched Many marketers and digital experts feel that ccording to a report by Unmetric, more than #StyleTurf around Valentine’s Day this year, women tend to share more selfies than men. A200 brands on Facebook and 750 on Twitter ran urging couples to share their most stylish selfies Ghose of VIP Industries says, “We inherently want selfie contests in December, 2013 alone. In India, with the best ones getting a prize. The activity to see ourselves. The only difference is that men mid-sized, large-sized and unorganised players are was part of a larger campaign for Philips. Says see themselves as perfect, no matter how ugly they look, while women always find something wrong with their face no matter how pretty they look.” /22.$77+$7 In India, metros and urban centers dominate the selfie phenomenon but it’s a pattern that is sure (A collage of high-performance selfies that helped brands) to catch on in the smaller cities. Bhattacharya of MTV says, “I think that rather than a geographical region, it can be better split based on the coolness quotient. And you’ll find cool evolved digital natives even in smaller Indian cities.”

POSTING PLATFORM lobally, Instagram has been responsible for Gthe rise of selfies, but in India selfies is largely a Facebook and Twitter phenomenon. In 2013, over 73 million selfies were being shared globally on Instagram alone. Some of the apps that have been partially responsible for the growth of selfies are Snapchat, Picr, Frontback, Everyday, SnapDash, 1 Second Everyday and Shots. Smartphone manufacturers are also coming up with tailor-made devices that cater to the selfie need. Twitter claims to be investing heavily in media rich content - videos and photos - and has found nearly 25 per cent increased engagement in the last quarter. Rishi Jaitley, managing director, India market, Twitter, says, “For years, Twitter has ushered an era of personalised content via mobile devices and the selfie is just another example of it. A selfie is your real-time connect to people or the community.” In India, Facebook is the preferred medium as it accesses a private network. Twitter is popular

6(/),(+(/3

ake your phone out, switch on the front camera, Traise it above eye-level, bend the body backwards and tilt your head to a certain degree with a 32-bit smile or a whacky look and click. It’s done. Upload it on social media networks and wait for the comments and appreciation from friends, family and others to start pouring in. A Google Search for selfie fetches up nearly 6 million results in less than half a second. The word has become a phenomenon, a social trend and a marketing tool.

Going online using it as a marketing tool to engage with their Bhattacharya of MTV, “Our objective was to In the early days of mobile phone cameras, self- target. Some of these brands are Mahindra Auto, ensure that there is a woman in every picture that ies were not shared or if done, were restricted to a Amul, Nokia, Signature, Oriflame, Vodafone, Van comes in.” The campaign got over 1,700 entries. private network. On social media, the word did not Heusen and Comedy Central. Most marketers agree that selfies cannot be a catch attention until 2013. Now, everyone - be it a Kellogg’s India launched a campaign for Special stand-alone campaign. But the selfie is an effective celeb, sportsperson, young or old, couples, politi- K with Deepika Padukone using selfie as the tool to enhance and push what you are doing. cal leaders, and even the pope - is talking about it. central theme. It showed the actress recording Ghose of VIP Industries sums it up by saying that The first photo with a hashtag selfie went online on and sharing every moment while preparing for a a “selfie is a tool or a weapon, but not the artillery.” January 16, 2011. wedding - from selecting outfits, practicing dance But it was the epic Ellen DeGeneres selfie at this steps and weight reduction. The insight? Women PRODUCT PLACEMENT year’s Academy Awards that gave the phenomenon the right push it needed to go viral. The picture was want to look their best during the wedding season. ith selfies, brands also have an opportunity re-tweeted over three million times, the highest in the Tibb of Kellogg’s says, “Women love to capture Wfor product placements. They can crowd- history of Twitter. themselves in different candid moments through source selfies of their loyalists with the actual the day. We used the idea in our TVC to build products “but it has to be done in a subtle way,”

afaqs! Reporter, April 16-30, 2014 21 &29(56725< cautions Ghose. “It is like an editorial that works be evoked and that needs creativity. A contest- potential prospects it can done anytime, but if you three times better than advertorials,” he adds. campaign has to be fun in nature, quirky in theme, are trying to leverage a particular occasion then Amul recently concluded its #MyKoolSelfie yet simple and doable, rewarding the user and you have to build a campaign around it,” he says. campaign where it urged consumers to share their using the best technologies. Recalls Kumar of Marketers also point out that though the selfie with a Amul Kool Milk bottle. Mahindra ITC, “We did not want our user to feel reserved entry point to a contest needs social media, the also urged its fans to share their selfies with the about it. People are not comfortable with gadgets announcement is not necessarily restricted to Mahindra SUV. On the other hand, brands like when they use it for the first time,” says Kumar. social media. It can come through newspapers Philips and Dove tweaked their campaign with An important aspect in crowdsourcing more or TV. Brands, however, have to be selective the larger thought of the brand. While Philips selfies is to get the timing right. Occasions such considering the TG and its preferences. Can all asked for stylish couples, grooming was the larger as Mother’s Day, Valentine’s Day, Holi, or Diwali kinds of brands run contests? concept, Dove took the selfie to a whole new level work very well. The Times of India ran a selfie Some experts believe that only lifestyle, fashion by saying how selfies can redefine a woman’s inner contest on Holi, earlier this year, urging its readers and retail brands should go for selfie contests, beauty. to share the most colourful or the craziest selfies. while others opine that the catch lies in smartly “The way a brand performs depends Rahul Kansal, executive director, BCCL says, “On twisting the nature of the contest and relating it on the objectives,” says Shah of Windchimes Holi everybody loves getting their faces coloured, with the brand’s larger theme.

WHAT DO THEY GET? 75,9,$$1'*/266$5< TC claims that it was able to engage with I18,000-20,000 people using the 2,300 selfies that were posted on Facebook and Twitter during its Apple store campaign. The Philips-MTV campaign got over Apple has introduced a store called Sharing Selfies 1,700 entries. - the apps available include Shots, Front-back and Snapchat. Once the entries are received, the engagement begins with likes, comments, shares, tweets, re-tweets, tags on Facebook and Twitter along with other mediums. Brands do reach out to the networks of contestants, but that does not guarantee increase in sales or better ROI. The one thing that can be expected is that people may start taking the brand to be cooler, Types of Selfies younger and it may have a better recall than before. Group * Couple * Butt * Kiss * Funeral * Bedroom According to digital experts and marketers, selfies * Car * Drunk * The Beach Feet Brag * Bathroom * Mirror * Restaurant/Pub * Workout * Celeb * Meeting- a-celeb * Criminal * Pet * No-make-up * Sellotape * Experts feel that selfies can Getting-caught-sleeping * Sad * After-sex. Selfitis The American Psychiatric Association is reported to become the yardstick for First time term it as an ‘obsessive compulsive desire to take pho- a campaign but not for a The earliest recorded selfie was in Australia in 2002 tos of one’s self and post them on social media to make by a student. up for a lack of self-esteem and fill a gap in intimacy’. brand’s entire social Creativity The popularity stakes media presence. There are angles at which selfies can be – and Makati City is the selfie capital of the world. According to a 2013 report by Time magazine, it had are – taken. According to a report from Selficity (a become the yardstick for a campaign but not for a research group based in the US), Women’s selfies are 258 selfie-takers per 100,000 people. Manhattan, US ranks second with 202 for 100,000 people. The first brand’s entire social media presence. But there are more expressive. For instance, the average head tilt is factors to watch out for. 150 per cent higher than that of men (12.3 degrees vs Indian city in the list was Mumbai at No 131. The result was based on pictures downloaded from Instagram. While running a selfie contest-campaign, a brand 8.2). This was based on studies in five cities - Moscow, has to mention its privacy policies. Bhattacharya Berlin, Bangkok, New York and Sao Paolo. Indian celebs says that in the #StyleTurf campaign, the brand Shahrukh Khan, Sonam Kapoor, Priyanka Chopra, gave the participants an option to hide their Soha Ali Khan, Shreya Ghoshal, Nargis Fakhri, photographs and reserve it only for the judges. Jacqueline Fernandez and Poonam Pandey. FAD OR FUTURE? International celebs ith the country in the grip of election fever, Justin Bieber, Kim Kardishan, James Franco, Rihana Wpeople in different cities are posting selfies on the social media platform after casting their Some popular selfies vote. So, are selfies a fad that will pass sooner than K¥ ww\¥ \\\œ\Ÿ¥¶p§n¥Ÿ§8œŸ¥8§¥§n\¥­½ˆi¥ ŸL8œŸ later? Marketers and social media experts believe K¥ E8z8¥8§¥\wŸƒ¥8V\w8šŸ¥g¯\œ8w like other trends it will vanish but not immediately. K¥ %ƒ\¥œ8LpŸ¥8§¥§n\¥08§pL8 People will not stop taking selfies, but it will not be K¥
Ÿ§œƒ8¯§ talked about as it is done at present. It is possible that more and more brands Communications. “You can link it with the though they protest. For us, it was an interesting start doing it and by the time the trend fades product, which works well in the case of an auto idea to reward the most colourful face.” out, the ones who took to the concept early on, brand. But with a soap brand like Dove, it has to be would possibly fare a better chance of higher the larger thought,” he adds. Also, there is nothing …AND HOW engagement than the others. Priyanka Sachar, like a good contest to improve participation. hile some believe that stand-alone selfie a wedding photographer, has this to say: “The Wcontest-campaigns are difficult to pull off, professional photographer cannot be replaced by WHAT WORKS… Pranjal Prashar, co-founder and director, Piquor selfies, because the latter is restricted by the length he idea of the contest should seamlessly fit Technologies, which facilitates crowd-sourcing of one’s arm.” That is so, but people will still keep Twith the brand, say most social media experts selfies for brands explains that it depends on trying their hand at instant fame. Brands will be and marketers. People do not share because the budgets and what the brand is trying to achieve. “If the last to complain about that. „ brand asks them to. Their emotions have to you are trying to engage the users and collect some [email protected]

22 afaqs! Reporter, April 16-30, 2014

$'9(57,6,1* GOAFEST 2014 What’s the Programme? The speakers’ list has been put together, based on the survey of last three years’ Goafest delegates. News Bureau

he Goafest Organising THE AGENDA Committee has released Tthe first list of speakers for Thursday, May 29th Day 1 section of subjects which delegates Goafest 2014 Knowledge Seminars. 1500 - 1800 Seminars are normally not exposed to,” This year the Knowledge 1815 - 1900 Opening Ceremony says Srinivasan Swamy, chairman, Seminars at the fest will have a good 1900 onwards Awards Night 1: Publisher & Media Abbys Goafest Committee. mix of international, inspirational, Friday, May 30th Day 2 Scheduled to be held on May spiritual and speakers on innovative 1100 - 1330 Seminars 29-31, Goafest 2014 will be hosted aspects. This is based on a survey 1500 - 1800 Industry Conclave by The Grand Hyatt, Bambolim, among the last three years’ Goafest 1900 onwards Awards Night 2: Design, Direct, Promo-Activation, PR, Outdoor, Print North Goa. delegates. Craft, Branded Content and Broadcaster Abbys Continuing on the platform of Arvind Sharma, president, Saturday, May 31st Day 3 learning, celebrating, fellowship Advertising Agencies Association of 1100 - 1330 Seminars and fun, Goafest 2014 will have India, says, “Based on the findings 1300 - 1800 Seminars exhibitions of shortlisted award of this survey, we have put together 1830 onwards Awards Night 3: Interactive Digital, Radio, TV & Integrated Campaign entries, entertainment programmes, a very special list of speakers for Abbys. rain dance, foam dance, beach and Goafest delegates to listen to and 2130 - 2215 Closing Ceremony adventure sports on all the days. interact with.” The theme of the seventh edition For the Knowledge Seminars, the initial and Sanjay Kumaran (youngest app developers of Goafest is ‘Brand Baaja Baraat’. The logo set of names include Preethi Mariappan in India); and a group known as AIB (All India has changed with ‘Goafest’ being labelled on a (ECD, Razorfish, Germany); Melanie Varley Bakchod); Devdutt Pattanaik (mythologist, trumpet. The committee comprises Srinivasan (chief strategy officer, global, MEC); Norm author, leadership); D K Hema and Hema Hari K Swamy (chairman, Goafest 2014), Pratap Bose Johnson (chief digital officer, Mindshare); (founders, BharathGyan). (chairman, The Awards Governing Council) and Alicia Souza (illustration designer/artist/ “We are delighted that we have been able Arvind Sharma (founding chairman, Goafest). „ e-commerce entrepreneur); Shravan Kumaran to get some very inspiring speakers on a cross [email protected]

RAFTAAR.IN / TECHAFAQS! Impressing Hindi Users The two have joined hands to provide a visually appealing image search platform. News Bureau aftaar.in, the Hindi search view latest and more popular portal from Indicus sections, the site also recommends RNetLabs, a subsidiary of different categories related to the Indicus Analytics, has revamped its search term to give users more image search section for a conveni- search options. ent and user friendly experience. Raftaar.in has struck a The new photo section has been strategic partnership with many sites are not easy to surf on revamped to make it more respon- Techafaqs!, specialists in the small screens. Our challenge sive across different platforms like managing IT infrastructure, for was to give users of mobile phones, mobile to reflect changing brows- web development, day to day phablets and tablets the same ing preferences of internet users domain and content management, experience as people on desktops, today. Hindi internet users can leveraging domain expertise from ensuring that no content got cut off search a variety of categories like both partners for a superior Hindi and that there was no compromise Bollywood, fashion, sports, nature visual content experience. on the resolution. Techafaqs! has and religion to name a few for their Shedding more light on this Singh (left) and Dixit: Hindi push created a cutting edge responsive favorite visual content. service, Surjeet Singh, head, design that adapts to the various The Raftaar.in revamped image business and marketing, Raftaar.in making the most relevant content screen sizes across platforms and search service also has an integrated says, “The dynamically responsive available to them. Through this ensures that a visitor can navigate Disqus application which allows user experience and cross selling service we are sure the experience as comfortably as if he or she was the user to comment and share platform are natural extensions of image search for vernacular on a desktop.” their favorite image. Raftaar.in aims of our endeavor to enrich the users will be better than ever.” Raftaar is an infotainment portal to create a social ecosystem around experience of Hindi users online. Anurag Dixit, chief solution with features meant for improving content aggregation for deeper Image search is an extremely architect, Techafaqs!, says, “Usage the online experience of Hindi engagement with its bilingual popular feature amongst our users of hand-held devices has shot up audiences. „ audience. Not only can visitors and the new experience is aimed at dramatically in the past year and [email protected]

24 afaqs! Reporter, April 16-30, 2014 32,1762)9,(: Will the IPL and elections be Fighting for Mindspace? Is the IPL, scheduled to begin on April 16, competing with the ongoing general election for public ‘mindspace’? afaqs! finds out. By Prachi Srivastava

0(/52<'¶628=$ 6+$,/(1'5$6,1*+ $-&+5,6723+(5 35,7+9,5$-%$1(5-(( 68',3*+26( COO, Professional Management Joint Managing Director, Head, Sales and Marketing, Head, Strategic Planning, Vice President, Marketing, Group (Madison’s Sports) Percept Limited Eenadu Rediffusion-Y&R VIP Industries

I DON’T THINK IN A WAY, YES. I DON’T THINK THE GENERAL THE IPL IS THEY WILL REALLY I GUESS THE SO. THOUGH BOTH ELECTION SHOULD SOMETHING THAT HAVE TO COMPETE COMPARISONS THE IPL AND THE BE A FAR MORE HAPPENS EVERY ANYWHERE APART BETWEEN THE ELECTIONS CATER NECESSARY YEAR BUT THE FROM ON ONE IPL AND THE TO THE SAME PROCESS TO ELECTIONS ARE FRONT - NEWS. ELECTIONS ARE GENDER (MALES), PARTAKE IN. HAPPENING AFTER Since newspapers have being made because the age group for the The upcoming elections five years. Yes, there a different section for both are high on the two differs in terms of are no doubt, the talk of will be some amount of sports and political entertainment factor. It interest levels. There the country, but it’s not division in consumer coverage, hence there will be an iconic election; are many first time the only thing. Despite the attention. On the isn’t much clash. I feel an instance of ‘poster-boy voters this time but, accusations of match-fixing news front, both will politics’ with less agenda and scandals, cricket will news channels will advertisers know that be equally divided. make some difference and more popularity, as always continue to be a part 30+ audiences are Once the trend on to the IPL because they there is Narendra Modi on of our DNA, and the IPL will more election-skewed the elections pass, and contribute a lot in cre- one side and Rahul Gandhi be consumed voraciously. ating buzz around the on the other. Even the ad while those between Logistically (and luckily), there is an indication property and when they campaigns are entertaining! 12 and 29 years are post May 12, the last day of towards the winning report extensively about On the other hand, the attracted towards the voting, the tournament will party, interest in the the elections now, it will IPL has never been a sport; IPL. Therefore, the enter its more exciting, final IPL will rise, unless, have an impact on the it’s entertainment. Everyone two events can co-exist, stages. This ensures that the core audience is IPL in people’s minds. - right from women at from an advertising the clash of attention will highly interested in the On advertiser front, home to bus conductors - is perspective. be restricted to a lot of the elections. it doesn’t make much talking about both the IPL In terms of TV initial matches. And judging This year, the general of a difference; most and the elections, though viewership, IPL will by the last few years, it’s the election has come as of them have already the seriousness quotient of be more of home tail-end of the tournament an opportunity for been locked. Advertisers the latter is higher. For me, entertainment and till that creates excitement, advertisers and spending both fall into this ‘general not the initial run-in. This have already allocated counting days clash on it is a safer choice. their IPL budgets. For entertainment’ category fact should allow our nation with matches, I don’t Marketers will decide instance, Pepsi has and are hence, in a way, to focus on the elections, think IPL viewership which option is more already earmarked its competing for consumer and then move on to the IPL budget, and wheth- attention. will be affected. Also, most exciting part of the relevant, and that er or not there is an the matches will be IPL, without compromising depends on their TG. election, won’t make a broadcast for just few either. huge difference. hours in the evening.

afaqs! Reporter, April 16-30, 2014 25 $'9(57,6,1* VIP SKYBAGS Attack on Black The colourful new range of backpacks is now being promoted through a campaign called ‘Back is the new front’. A look at the effort. By Satrajit Sen

readily associated with campus culture, college life and start-up companies - contexts in which, typically, youngsters take center stage. VIP, known for its hardtops and big size lug- gage, shifted focus to small, cabin size luggage with its Skybags label somewhere along the way. Now, the company has entered the backpack segment by launching close to 50 ranges under the same Skybags brand. In India, the backpack and duffel bags segments are growing faster than the hardtops segment, as

here’s a ton of black backpacks out there. We’ve all owned one at some point in time. TVIP Skybags, new entrant in the backpack category, thinks it’s about time we added a splash of colour to our collection of boring, black back- packs. Indian consumers are increasingly planning short- To mark its foray into the segment, the com- “BACKPACKS, er, ‘budget trips’ within the country. The backpack pany has launched a campaign called ‘Back is the category in India is pegged between `600 to `2,000 new front’, that positions a so called utility product TODAY, REVEAL A crore and VIP is aiming to gain 10 per cent market as something you can easily make a style statement LOT ABOUT THE share in the first year itself. with. The campaign is based on the premise that in International brands like Samsonite and today’s India, baggage - not the emotional kind - is PERSONALITY OF American Tourister are also showing interest in becoming a reflection of its owners’ personality. THE USER.” the backpack segment of late. There are several Created by L&K Saatchi & Saatchi, the cam- SUDIP GHOSE domestic players such as Fastrack, Wildcraft and paign features a baffled John Abraham, who can’t Duckback that have already found their respective seem to figure out why everyone around him is places in this market. In 2012, Titan’s Fastrack walking backwards. The more he looks around, launched a range of patterned bags, in a move to the more he sees this trend - everyone is walking, differentiate itself from plain bags. riding, and even posing for photographs, back- Ghose argues that Skybags’ range of backpacks “THE INTENT OF wards. Besides moving in reverse gear, they all is built keeping the Indian consumer in mind. Its have another thing in common - they’re all wear- THE CAMPAIGN product propositions include rain cover, built-to- ing a brightly coloured backpack each. IS TO MAKE last straps and the ability to carry up to 12 kgs of The film ends when Abraham walks into a weight. store, buys himself a Skybags backpack and starts BACKPACKS A STYLE The range is priced between `1,090 to `2,600. walking backwards too. The creative idea stems ACCESSORY.” Ramanujam Sridhar, founder and CEO, brand- from the insight that everybody likes to show off comm, a brand consultancy, believes categories PRATIK SEAL their stylish side first. like watches, vehicles, clothes and women’s bags Says Sudip Ghose, vice president, marketing, have all undergone change and have become VIP Industries, “There is a definite gap in the products that are used to make a statement. “The market for stylish backpacks. Most professional South, L&K Saatchi & Saatchi, says, “The intent is backpack category is no different,” he states, add- bags are either black or boring. Backpacks, today, to make backpacks a style accessory. Which is why, ing, “These coloured bags fit well with the taste of work like watches or shoes - besides being utility we placed Skybags in a world where everyone puts the young generation.” products, they reveal a lot about the personality of their backs in front.” The film has been directed The Indian youth, he says, is an “overt” bunch the user.” by Anupam Mishra. that likes to show off. He reasons, that companies The range is primarily targeted at the urban Besides TV, the campaign comprises print like VIP are experimenting with design and it’s an youth in the 16 to 25 years bracket. While continu- ads and point of sale (POS) material. A Twitter experiment the market is in a position to accept. ing with its ‘tough luggage’ imagery, the brand is contest (#BlankIsTheNewBlank) is part of the “In this category, the youth is the low-hanging trying to offer something cool and stylish for the brand’s digital efforts. Another contest, encourag- fruit, but I am sure young adults will also start youth, this time around. Ghose makes it very easy ing users to share their ‘reverse selfies’ was also using these stylish bags, gradually. However, to for us to picture a member of his core TG. The launched. expand the market and the product’s reach, brands protagonist of the Bollywood film Wake Up Sid that are targeting only the youth today, will need to (that features Ranbir Kapoor as a cool, young brat) GEARING UP? expand their product portfolio such that it suits the embodies the TG perfectly, he says. ackpacks are gradually becoming ‘wardrobe tastes of adults as well,” he suggests. „ Rahul Nangia, chief creative officer, West & Bstaple’ for Indian youth, say experts. They are [email protected]

26 afaqs! Reporter, April 16-30, 2014

',*,7$/ ZIPPO Sharing the Pain The lighter brand has created a global integrated campaign for consumers to mourn the loss of their Zippo lighters. By Satrajit Sen

merican windproof lighter manufacturer engage Zippo’s target audience. A Zippo lighter Zippo has rolled out a global digital cam- is considered by many owners to be a precious Apaign designed to reach its target audience and sentimental personal belonging, and it is little in a unique and compelling way. Leveraging the wonder so many feel devastated if they lose one. insight that consumers turn to social media chan- Until now, there has been no support group for nels such as Twitter to rant about their loss, the those who have lost a Zippo lighter, but this is all campaign will enable brand Zippo to respond to about to change. We have launched the Share the consumers who have lost their Zippo lighters and Pain campaign so that our global community can allow them to #ShareThePain, encouraging a per- come together in solidarity and mourn their losses. The #ShareThePain campaign has been activated in nine markets.

We’re always trying to be innovative in what we do with our marketing and digital experiences and through this campaign we hope it really connects with consumers all around the world.” Jax will be on hand throughout the campaign on Twitter to commiserate with all consumers and influencers who post about their lost Zippo lighters, providing personalised responses and words of wisdom to help consumers through the tough time. The entire campaign, crafted with sonal dialogue with fans. humour at its heart, purposefully over-dramatises The #ShareThePain campaign is activated in “There has been the “unbearable” pain consumers feel when they nine markets including UK, USA, Germany, no support for lose their Zippo lighters. In doing so, Zippo draws France, India, Hong Kong, China, Japan and attention to just how precious and personal a Korea. Launched in India on April 3, the cam- those who have Zippo lighter is to its owner. paign is fronted by a Zippo character, Jax ‘No lost a Zippo All the campaign content is housed in the Pain’ McFlame, the toughest guy in the world. #ShareThePain micro-site (www.sharethepain. He is so tough that he feels no physical pain, but lighter, but this is com), a hub for consumers to visit to see the when it comes to losing a Zippo lighter, the pain about to change.” trailer and also tell Jax about the latest item they breaks him. Interestingly, Jax is multilingual and DAVID WARFEL have lost. responds to consumers in their language. In all its phases, the campaign will be sup- Jax and the campaign is introduced to consum- ported by Zippo’s social media channels including ers via a short film seeded out across key video further social media support. Twitter, Weibo, Facebook, YouTube, Tudou, sharing sites targeting Zippo’s 18-24-year old David Warfel, global marketing director, Zippo, Instagram and Pinterest, which will feature con- audience. This is supported by traditional media says, “#ShareThePain will be one of Zippo’s first tent from Jax McFlame. „ relations, blogger and influencer outreach, and truly integrated global marketing campaign to [email protected]

28 afaqs! Reporter, April 16-30, 2014 0(',$ APAC EFFIE AWARDS 2014 It’s Half a Dozen for India Lowe Lintas emerges as winner amongst Indian agencies, bagging four out of six metals, with Grey and McCann following with one metal each. News Bureau

n April 3, the APAC Effie 2014 winners Jeans in the GoodWorks category, while McCann second position as APAC Effies Agency of the Year were announced at a glittering event in Worldgroup New Delhi won a bronze for How after Colenso BBDO/Proximity New Zealand OSingapore. A total of 56 awards including Coca-Cola Won the Battle for Indian teens in the which was awarded with the title and won two 12 gold, 26 silver and 18 bronze metals were given Beverages - Non-Alcohol category. gold, seven silver and six bronze metals. away to participants from 16 countries including Australia, China and New Zealand are ranked The global agency Lowe & Partners was among India. the top three countries with the highest number of the top three agencies running for APAC Effies India bagged a total of six metals, including two awards. Lowe Lintas & Partners India also held the Agency Network of the Year Award along with gold, three silver and one bronze. Ogilvy & Mather. The title was won by Lowe Lintas & Partners emerged as the THE INDIA SHOW BBDO Worldwide. most effective Indian agency at the APAC Speaking on the win, Joseph George, ENTRY TITLE/ Effie Awards 2014, bagging four metals AGENCY CATEGORY AWARD CAMPAIGN CLIENT CEO, Lowe Lintas & Partners, says, including two gold, a silver and a bronze. Lowe Lintas + Part- Gold Help A Child Reach 5 Unilever “Coming on the back of being declared It won gold for its Help a Child Reach 5 ners Mumbai the Agency of the Year in India, this per- Grey Worldwide IndiaGoodWorks – Silver Killer Jeans: Making Kewal and ‘100% Natural. Seeded’ campaigns for Brand an Environmental Kiran formance yet again reinforces our belief in Unilever in the GoodWorks and Media Cause Fashionable Clothing the type of work we do and the criteria of Innovation categories. to the Indian Youth evaluation we value.” Lowe Lintas was also Lowe Lintas and Media Gold 100% Natural. Hindustan Idea’s Honey Bunny campaign earned Partners Mumbai Innovation Seeded. Unilever conferred with the Agency of the Year title Lowe a silver in the IT/Telco category Lowe Lintas and Bronze Idea Honey Bunny Idea for Effies 2013. and a bronze in the Media Innovation Partners Mumbai Cellular APAC Effie Awards is organised by McCann Worldgroup Beverages Silver How Coca-Cola Won Coca-Cola category. New Delhi Non-Alcohol the Battle for Indian India Confederation of Asian Advertising Grey Worldwide India won a silver Teens Agency Associations (CAAAA) and Tenasia for Making an Environmental Cause Lowe Lintas and IT/Teleco Silver Idea Honey Bunny Idea Group. „ Partners Mumbai Cellular Fashionable to the Indian Youth for Killer [email protected]

AAAI YOUTHFUL IDEAS CATEGORY WINNERS AGENCY/ BRAND THEME Creative (Print) Gaurav Joshi Publicis India, Come forward and help crime & Siddharth Mumbai and accident victims Young Lions Roar Joglekar Media Chinmay Kelkar & MediaCom, Mumbai Don’t bribe and kill the nation A total of 250 entries were received across Rohan Sood Marketers Samyukta Iyer & Hindustan Unilever, A premium brand enters a categories this year. News Bureau Janvi Parekh Mumbai traditional Indian category of hair oil but Indians are not willing to pay the premium. What he Advertising Agencies award for their work, ‘Don’t bribe Ad strategy should they use? Association of India and kill the nation’. In the Marketers T(AAAI) has announced the category, Samyukta Iyer and Janvi Agencies Association of India are client organisations/advertisers (for winners of the Young Lions compe- Parekh of Hindustan Unilever, giving a rare opportunity to young Marketers). tition in Creative (Print), Media and Mumbai bagged the award for the professionals in India to participate The competition is conducted by Marketers categories. A total of 250 theme ‘A premium brand enters a in Cannes Lions and compete with AAAI and supported by The Times entries were received across catego- traditional Indian category of hair oil the best young professionals in the Group, the official Indian represent- ries by AAAI this year. but Indians are not willing to pay the world.” ative of Cannes Lions. The award in the Creative (Print) premium. What ad strategy should It had invited participation from The Advertising Agencies category was bagged by Gaurav Joshi they use?’ creative people, under 28 years of Association of India (AAAI) is the and Siddharth Joglekar of Publicis The winning teams will be flying age, from advertising agencies (for official organisation of advertising India, Mumbai for the theme ‘Come off to France in the month of June to Creative); young media profession- agencies, formed to promote their forward and help crime and acci- participate in the prestigious Young als, under 28 years of age, from interests so that they continue to dent victims’. In the Media category, Lions Competition in Cannes Lions. advertising/media agencies (for make an essential and ever-increas- Chinmay Kelkar and Rohan Sood Vinod Nair, convenor, states, Media) and young marketing profes- ing contribution to the nation. „ of MediaCom, Mumbai won the “The Times Group and Advertising sionals, under 30 years of age, from [email protected]

afaqs! Reporter, April 16-30, 2014 29 0(',$ EXPRESS TV A New Screen in Telugu JSD Data Infotech forays into broadcasting with Jayaram Chigurupati’s infotainment channel. By Prachi Srivastava

aking a foray in broad- highest, especially when the launch castig, JSD Data Infotech timing of the channel is near the elec- Mhas launched a Telugu tion. The costs are on the higher side infotainment channel, Express TV. in the current scenario.” The channel, promoted by Jayaram During the first two months of the Chigurupati, was launched on March launch, the news content on Express 31. TV will be 70 per cent while the rest Express TV aims at providing view- will be entertainment content. After ers a fresh new perspective on Telugu the elections, the FPC will change information and entertainment and after the first quarter, the ratio through “responsible journalism”. of news and entertainment will be The content of the channel focuses on 60:40. Initially, Express TV has allot- news, women-based programming, ted a three-hour time band for female sports and entertainment, that has viewers, in the FPC. been brought together to bring the There are 14 bulletins running latest lifestyle programming to a on the channel. While it will air worldwide Telugu audience. ‘Express News’ every half an hour, According to the company, the the other shows include ‘Satyam channel is made available to over Sivam Sundaram’, a STAR Sign show 13 million satellite and cable TV subscribers in called ‘Mee Rashi Mee Phalaalu’, ‘Small Talk’, ‘Movie 23 districts of Telangana and Andhra Pradesh. The channel is available to Express’, ‘Raani Maharaani’ - a women-based LIVE There are around 18 channels in the Telugu TV over 13 million satellite and game show, ‘Vulavacharu Biryani’, ‘Shubha Rasi’ market. Live, an agricultural show in the evening and a According to Chigurupati, the Andhra Pradesh cable TV subscribers. comedy parody, ‘TOM TOM’. news market is cluttered but there is scope for an Express TV is being extensively promoted on ‘Infotainment’ content. The space also has ETV2, infotainment to a growing, info-seeking Telugu OOH. Around 400 buses in AP are carrying the a 24 x 7 satellite channel comprising news (Telugu community from across the world.” promotion of the channel. Besides, the channel news), news-based programmes, women’s info- Express TV is headquartered in Hyderabad. It is has tied up with about 250 high footfall theatres tainment programmes, film news and youth-based beaming from IS-17. for marketing. In the Tier 2 cities, the channel has programmes. The channel has appointed M Sai Ramakrishna targeted the single screens and in Tier 1 cities and Talking about the challenges in the market, as business head, while Nemani Bhaskar has come towns, the intention is to promote across single Chigurupati says, “Our greatest challenge is to on board as executive editor. screens and multi-screens. There is also digital navigate the channel through a rapidly evolv- While refusing to divulge any numbers on the promotion, as well LED screens that are set up at ing TV market especially in Telangana, Andhra size of investment, Chigurupati adds, “As per various railway stations.„ Pradesh and deliver consistent high quality express the industry norms, the distribution costs are the [email protected]

ET PANACHE A New Inside Page The new supplement will focus on the inside lives top guns from across genres such as sports, politics, Bollywood and oth- The supplement of the big guns and top honchos from across ers, who think hard, work smart and genres. News Bureau live a super-cool life. ptomises to be a The supplement will be a long with its main paper, reflection of their pursuits and visual delight. The Economic Times (ET), their leisure, their choices and Athe English business daily thoughts. It will talk about the opinions on style and class. from The Times Group (BCCL) opulence of their homes, the cars Ravi Dhariwal, CEO, BCCL, has launched ET Panache, a six-page they drive, lavish bashes, secret says, “ET Panache is a reflection of lifestyle and leisure supplement that getaways, power dressing and the lives of today’s young readers - will be available every Wednesday, exotic food to executive health busy, driven, ambitious and forever Thursday and Friday along with and wellness. pursuing new dreams.” ET. Panache has been launched in ET Panache will be a visual Economic Times is the English Mumbai. delight including sharp writing and business daily from the stable of the It will report on the club class of snappy reportage. It will also include BCCL Group. „ lifestyle products, bigwigs, honchos, Dhariwal: adding panache lists, recommendations, reviews and [email protected]

30 afaqs! Reporter, April 16-30, 2014 0(',$ 9XM Who is the Idiot? The music channel has created a special video along with eight short videos, urging people to vote. By Prachi Srivastava

he election wave has gained momentum. On the one hand, politicians of various Tpolitical parties are campaigning across the country, while on the other the television channels and brands are doing their “bit” to contribute to the noise and ask people to vote. 9X Media’s Bollywood music channel 9XM came out to do its bit to create awareness amongst the youth (its core target audience) about the 2014 Lok Sabha Elections, the candidates contesting in the elections and the importance of each vote. It appeals to people to exercise their right to vote and choose the right people to lead the country. In association with Artist Aloud, rapper Blaaze and Paul J, the channel has launched a music video that features 9XM’s popular animation characters, Bade and Chhote. The video, shot as an annual day skit, showcases Blaaze and Paul J as school principal and vice-principal to kids dressed as politicians. The children are shown putting up a show for a classroom full of blindfolded citizens. The video reflects the state of things when people don’t vote and implores people to wake up, vote and not be an idiot. In order to make it interesting and engaging, the video is shot with kids playing politicians like Sonia Gandhi, Manmohan Singh, Mamata Banerjee, Rahul Gandhi, Mayawati, Lalu Prasad Yadav, Narendra Modi and Baba Ramdev, and their supporters. When asked if the campaign will be diluted amongst several others carrying the same message, Vibha Gosher, SVP, digital, 9X Media, says, “The shows the Hazare lookalike on agenda is not to shout louder. It’s our bit to ask our a hunger strike when the other viewers to go out and vote. The videos also intend kids (Pawar, Kejriwal, Ramdev) three including Kejriwal and to spread awareness about who are standing in the are having their lunch during Hazare lookalikes, show how elections, giving people a chance to think and vote. recess. They offer Hazare their much they get as pocket money, We are targeting youth, our primary TG, through food to eat, asking him to end the one posing as Pawar pulls the ad.” his fast. out a briefcase full of notes. The Gosher adds that Bade Chhote represent 9XM The third short film, last one, ‘Play Time’, shows and hence they have been used in the video. “We ‘Children’s Day’, shows kids playing with their small wanted to communicate something in a funny, lookalikes of Yadav, Mayawati, toys, when a Mayawati lookalike irreverent way in which the youth understands Rahul Gandhi and Manmohan comes with a toy elephant, and better.” Singh holding a rose, while kicks the other toys. Besides the one main video, the channel has Modi’s lookalike holds a The videos are being are launched eight short videos. The videos go back lotus (symbol of his political spread across popular digital in time to capture how the present-day political party, BJP). The fourth one, Gosher: looking for idiots hangouts like Facebook, Twitter personalities could have been in their childhood. ‘Punishment’, shows kids as (#whoistheidiot) YouTube, The series of eight promos dish up as teasers for Kejriwal, Hazare and Ramdev standing out of Google+, Whatsapp, BBM, WeChat, Pinterest, #WhoIsTheIdiot song in the voice of Blaaze. “A their classroom because they have been punished. Instagram and Vine. The song of the main video Class apart” videos are snippets from the lives of While three of them put their hands up, ‘Ramdev’ is also available as CRBT through a few telecom extraordinary students who became present day’s is seen standing on one leg doing a yoga asana. partners. prominent political figures. The intention is not The fifth film, ‘MMS Kaand In School’, shows While the short videos are running on 9XM, to portray any individual as an idiot but to ask how a Manmohan Singh lookalike disturbing his they will break soon on its sister channels too. much people know about their political leaders. classmates when the teacher catches him and asks Adding about the performance of the campaign, The first video titled ‘Eraser’ shows lookalikes him to write ‘I will not talk’ on the blackboard’. Gosher says, “We have been getting great response of Anna Hazare, Arvind Kejriwal, Baba Ramdev He goes on to write ‘I will not talk ever’. The sixth in terms of interaction and discussion. The topic and Sharad Pawar in a classroom, doing their one, ‘GK Test’, shows a lookalike of Rahul Gandhi itself is catchy and will interest many of us. Despite work. While the others use erasers to erase what who when asked, ‘who landed on the moon first?’, being a commonly used phrase, 9XM’s Who Is the they have written, Kejriwal’s lookalike pulls out writes ‘Mummy’. Idiot initiative is picking up. Search for the phrase a ‘jharu’ (broom, symbol of Aam Aadmi Party) The seventh short film, ‘Pocket Money’, shows stands at No.2 on Google Search.”„ to do the same. The second one titled ‘Recess’ four kids sitting in a classroom. When the other [email protected]

afaqs! Reporter, April 16-30, 2014 31 %<,19,7$7,21 Well-known professionals write on issues that they feel passionately about

GAUTAM TALWAR Game of Thrones: National Parties s the festival of democracy is clearly associated with Leadership sweeps across India - perceptions, possibly indicating a Apeople will give voice to growing belief in the BJP as an who they believe should lead their alternative in governance. constituency and the nation. The We also analysed the various fate of 543 legislators and in turn perceptions that would be critical the 14th Prime Minister of India for a political party to succeed in the shall be decided through the world's minds of the voter and four broad largest democratic exercise. While spaces emerged. opinion polls have spoken and voter UÊ >ÀˆÃ“>Ê ­ ޘ>“ˆV]Ê i>`iÀÊ >˜`Ê interviews conducted, the attempts Daring) to gaze into the crystal ball of Indian UÊ “>}ˆ˜>̈œ˜Ê ­˜Ìiˆ}i˜Ì]Ê elections have yielded varying and Progressive and Visionary) multifarious results. UÊ
««Àœ>V >LˆˆÌÞÊ ­Àˆi˜`ÞÊ >˜`Ê We believe that political parties Social) are also brands as much as they UÊ œ˜iÃÌÞÊ ­-œVˆ>ÞÊ ,i뜘ÈLi]Ê are political entities. BAV® 2013, Trustworthy) a proprietary brand diagnosis tool BJP was either at par with from Rediffusion Y&R, has gathered Congress, if not better, especially in responses and opinions on 1,400+ KEY DRIVERS attributes like being Charismatic or brands across 100+ categories from being Dependable. Does this come 10,000 Indians across all walks of life. Dynamic - from the much-hyped NaMo effect? Fifteen political parties were also a CHARISMA Leader - An effective administrator with a part of the study for consideration Daring media presence like few others, BJP and responses. We begin with the Intelligent - seems to be benefiting from his halo. two key national parties, Congress IMAGINATION Progressive - Congress stands at par with BJP on and BJP, understanding their relative Visionary - being Approachable, but BJP retains strengths and weaknesses, and how Friendly - the edge in Imagination. With the APPROACHABILITY they are perceived by Indians. And, Social - new age politics revolving around most importantly, does the current Change, Vision and Governance, Socially Responsible - imagery make them attractive to DEPENDABILITY being Imaginative may make all Trustworthy - voters? the difference in who can sway the When we look at the BAV® majority to its folds. Brand Pillars, we realise that while With the incumbent trailing the Congress is more Differentiated %-3ZDVHLWKHUDWSDUZLWKWKH&RQJUHVV to opposition on most counts in (reason to stand out); it is trailing “>}iÀÞÊ >˜`Ê À>˜`Ê i>Ì ]Ê Ì iÊ BJP in Relevance and Esteem. As LIQRWEHWWHUHVSHFLDOO\LQDWWULEXWHVOLNH preferred choice of the voters can an incumbent, it does not bode well be easily fathomed. Our analysis on for the Congress that voters aren't EHLQJ&KDULVPDWLFRU'HSHQGDEOH a country-wide study of perceptions willing to adopt (Relevance) or are of national parties revealed a very losing respect and regard for the one-sided battle. And, while the brand (Esteem). Perhaps after 10 better, we also looked at the imagery Intelligent), Amiable (Friendly, writ of the people seems clear years of governance riddled with and perceptions these parties enjoy Charming), it lacks key attributes and unambiguously against the scams, controversies and inaction, in the minds of the voter. And our like being a Leader or being Trusted. incumbent, the opposition still the party has eroded in the minds of analysis reveals that voters see the Can a party really dream of success needs to convert its advantages the people. BJP on the other hand, it Congress and the BJP as belonging without this all-important halo? BJP into action and votes. Elections in would seem, is ideally positioned to to two very different worlds. on the other hand, is Dependable India however, are not only won on take the battle to the Congress. While the incumbent Congress is (Trustworthy, Reliable, Socially national perceptions but by winning To understand the BJP advantage perceived to be Smart (Innovative, Responsible), Pioneer (Leader, regions and states. „ Visionary, Daring) with an air of Familiarity (Social, Authentic). The analysis on a country-wide study of BJP enjoys what is arguably the perceptions of national parties revealed a most important attribute for brands in India, Trust. In the elections very one-sided battle with the incumbent to come, this Trust deficit that Congress is struggling with could (The author is the chief strategy officer of trailing the opposition on most counts. cost it quite a few votes. Also, BJP Rediffusion Y&R).

32 afaqs! Reporter, April 16-30, 2014 -2%6:,7&+

Post: Account Manager-Media Co-ordination with the operation CMS entry for our clients. Sales team. Should be good at analyzing CVs. Exp: 5 to 7 years. Company: Vritti Solutions Ltd Exp: 2 to 4years Smart and sharp who pays Location: New Delhi Profile: Vritti solution is Location: Pune attention to detail. Email: [email protected] looking for an account manager Email: [email protected] Should make Job Descriptions ...... responsible for corporate media ...... Should coordinate interviews business sales of Vritti iMedia Exp: 0 to 1years. Post: Manager business products to across Pune Markets Post: Asst Manager Buisness Location: Mumbai Development & sales of media products through Developement Email: [email protected] Company: Nuts N Bolts channel partners . The candidate Company: Social Wavelength ...... Communications should also be able to achieve the Profile: Builds market position Profile: Presentations of our targets through channel partners by locating, developing, defining, Post: Manager -Digital Sales services to prospective clients. & individual also. negotiating, and closing business Company: KSL Digital (the Hindu Create effective communication Exp: 7 to 10yrs. relationships.Identifies trendsetter group of publications) plan for prospects on various Location: Pune ideas by researching industry Profile: Required Job media. Develop and retain healthy Email: [email protected] and related events, publications, Specifications- Demonstrated client-agency relationship...... and announcements; tracking success in consistently meeting Exp: 0 to 3 yrs individual contributors and their and exceeding sales goals. Strong Location: New Delhi Post: AVP Marketing accomplishments .Enhances planning ability & customer Email: [email protected] Company: HR Central organization reputation by orientation. Thorough on problem ...... Profile: Position for AVP accepting ownership for solving abilities & negotiation Marketing for Mumbai region. accomplishing new and skills. Go getter with hands-on You will be expected to execute different requests; exploring sales approach. Generate & exceed company strategy on PR ,brand opportunities to add value to job assigned Revenue targets per management, Event marketing. accomplishments. months A positive Flexible attitude and Exp: 0 to 2yrs Exp: 6 to 9years. sense of humor are essential Location: Mumbai Location: Delhi MBA from a top tier buisness Email: Email: [email protected] school. [email protected] ...... Exp: 5 to 10 years ...... (9(1*22'&$1! Location: Mumbai Post: Operations Manager *(7%(77(5 Email: [email protected] Post: Executive Assistant to company: DBCA (a unit of Disha ...... Managing Director (Female) Communications Private Limited) Company: Sunny Advertising Profile: Handling Production and Post: Client Servicing Executive Profile: Planning and organising vendors Company: Maverick productions meetings, events, conferences, Exp: 4 to 5years Pvt Ltd. travel arrangements and staff Location: banglore Profile: - we are looking for an functions, accommodation and Emai: [email protected] energetic and passionate addition any special requirements. dealing ...... TO ADVERTISE, CONTACT: to our current team. The ability with incoming email, faxes to multi-task and think-on-your- and post, often corresponding Post: Buisness Development Abhilash Singh Ph: 09999989454 feet is a must. If you want to be an on behalf of the Managing Manager Email: [email protected] awesome account executive, send Director;carrying out background Company: Path Finders us your resume. research and presenting Profile: Having experience in the Alisha Farooq (Delhi) Exp: 1 -2years findings;producing documents, same field with BTL agencies and Ph: 09582397786 Location: Mumbai briefing papers, reports and handling MNC clients. Email: [email protected] Email: [email protected] presentation. Exp: 2 to 3 years Sumeet Chandiramani ...... Exp: 3 to 5 years. Location: New Delhi (Mumbai) Location: Mumbai Email: [email protected] Ph: 09820590172 Post: Business Development Email: [email protected] ...... Email: [email protected] Executive ...... [email protected] Company: Oreitna Cine Post: Account Manager-Client To view other jobs in Marketing, Advertising Pvt ltd Post: Hr Executive Servicing Media and Advertising, log on to: Profile:- Meetings with Client, Company: Greysell Marketing Company: PMG Integrated www.jobswitch.in Mall & Multiplexes and Outdoor Promotions Private Ltd. Communications Pvt Ltd Join us on : facebook.com/jobswitch media. Preparation of MIS. Profile: Database management / Profile: Manage Marcom activities

afaqs! Reporter, April 16-30, 2014 33 3(23/(

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

he media industry as chief manager, strategy for Movies Now. In reative agencies Tsaw several 2013, he was named associated business head for Csaw a couple of changes this fortnight. the network’s then newly launched channel - top guns moving out. Dainik Bhaskar roped Romedy Now. Pratap Bose, chief in Y C Agarwal as Prior to joining TTN, he had worked with Star operating officer of managing editor, Bihar India, Channel V and TAM. the Omnicom-owned and Jharkhand editions The Sakal Media Group has appointed Mandar DDB Mudra Group, to further strengthen Phanse as editor of its infotainment channel, and chief executive Dainik Bhaskar’s Saam TV. Phanse will be based at the channel’s officer of Mudra Max, leadership in Jharkhand head office in Belapur, Mumbai and report to the group’s media, and the recently Chandramohan Puppla, business head, Saam TV. OOH, retail and Y C AGARWAL launched Patna edition. Bringing in around 15 years of experience in PRATAP BOSE experiential division, Agarwal has 42 print and electronic media, Phanse was associated has resigned from the years of experience in the Indian media industry with Jai Maharashtra in his last stint. agency. and prior to joining Dainik Bhaskar, he was He also founded a Marathi portal called Bose joined DDB Mudra from O&M in 2008 overall in-charge of Hindustan Media Ventures in Bharat4india.com, which is a rural online network. and was also a part of the group’s operating board. leadership roles for Bihar, Jharkhand and UP. Before joining Jai Maharashtra, he had also worked His mandate was to drive the vision and growth He joined HT Media in May, 1999, but was with CNN-IBN, IBN strategy for three independent agencies under associated with the launch of Patna Hindustan and Lokmat, Zee News, the DDB Mudra Group umbrella, namely, DDB Hindustan Times since its inception in 1986 as NDTV and Alpha Mudra, DDB Mudra Max and Mudra Advertising. chief executive of Searchlight Publishing House. Marathi. Prior to joining Mudra, Bose was with O&M Confederation of Indian Industry (CII) has MediaCom has for 17 years; in 2006, he was named (youngest) announced three senior level appointments. Ajay appointed Rathi CEO of the agency. S Shriram, chairman and senior managing director Gangappa as head, Manoj Shetty, group creative director, Ogilvy of DCM Shriram and chairman of its subsidiary West. She will report has put in his papers at the agency, which is company, Shriram Bioseed Ventures, has been to Debraj Tripathy, looking for his replacement. elected as president for the year 2014-15. He MD, MediaCom India. Over his 17 year long succeeds S Gopalakrishnan. Before joining the stint at Ogilvy, Shetty Sumit Mazumder, vice-chairman and managing PRABHAKAR MUNDKUR agency, Gangappa was worked across almost director of TIL, is president designate of CII at Vodafone as head of every major account. for the year 2014-15. He is also the executive media. He is well known for chairman of TIPL (Tractors India Pvt. Ltd). After starting her career in Lintas Media, she Cadbury Bournville Dr Naushad Forbes, director, Forbes Marshall, moved to Maximize (now Maxus) when GroupM campaign, ‘You don’t has been elected as vice-president of CII for India was formed. In a career spanning 18 years, just buy a Bournville; the year 2014-15. He is the director of Forbes Rathi has worked with clients such as Unilever, you earn it’. Marshall, the steam Hutch/Vodafone, Tata Motors, Britannia and Walt TBWA India has engineering and control Disney, among others. appointed Louella instrumentation firm. Percept Limited has promoted Prabhakar Rebello as executive MANOJ SHETTY He chairs the steam Mundkur as director, business strategy, Percept creative director. Based engineering companies Limited. He joined Percept/H as COO in January, in Mumbai, Rebello within the group. 2005 and was promoted as CEO in 2011. will be responsible for the agency’s creative Times Television He was appointed executive director on the output. She has over 15 years of experience in Network (TTN) is board of Percept/H in 2013. Before joining Percept, advertising and started her career with Pressman undergoing some Mundkur has worked with Everest Advertising, Advertising and Marketing in January, 1998. She structural changes Y&R, Euro RSCG, JWT South Africa, Scanad has worked with Triton Communications, Bates, with two senior level Advertising, JWT Bangalore and JWT Mumbai. „ Ogilvy, DDB Mudra. „ executives quitting AJAY TRIGUNAYAT and the elevation and appointment of the others. Ajay Trigunayat, CEO - English channels MARKETING and Harsh Sheth, associate business head - Romedy Now, have put in their papers at the broadcasting ikhil Rungta, Fox Star India has company. Nformer Yebhi. appointed Shikha Besides, Shantanu Gangane, head marketing - com’s chief business Kapur as chief Movies Now has been given charge of Romedy officer (CBO) has marketing officer. She Now. The company is also looking at appointing a joined Reliance Jio was earlier leading national ad sales head for all its channels. as chief marketing marketing and the In its new structure, all the division heads of the officer in March, 2014 interactive business at company will report directly to the new CEO of as per his LinkedIn Disney India as vice- the entertainment division of BCCL, M K Anand. Profile. president. Kapur will Trigunayat, joined TTN in 2009, and was Rungta has NIKHIL RUNGTA SHIKHA KAPUR join Fox Star India on heading Movies Now, before he was promoted to about 16 years of May 15 and report to CEO, English Entertainment Channels in 2011. experience and has worked with Shaw Wallace & Vijay Singh, CEO, Fox Star Studios. She comes Before joining TNN, he was working as an Company, Contract Advertising, Dhar & Hoon with more than a decade of experience aand has entrepreneur in West Asia. Communications, McCann Erickson India and marketed over 100 films, and conceptualised the Sheth, on the other hand, joined TTN in 2011 Yatra.com. marketing campaigns for various movies. „

34 afaqs! Reporter, April 16-30, 2014

CAMPAIGNS. CANDIDATES. CITIZENS. ALL ON ELECTION PRIME.

VIEWERS' PRIME CHOICE.

• A BILLION VOTES • MERA VOTE MERI SARKAR • KINGS & QUEENS • OPEN MIKE • THE VERDICT • ELECTION YATRA • ELECTION KATHA WITH RAMACHANDRA GUHA • BATTLE FOR 2014

CNN-IBN Mon-Fri, 7:00 PM to 10:30 PM

IBN7 Mon-Fri, 7:30 PM to 10:30 PM

OUR PARTNERS ON ELECTIONS

Presented by: Powered by: Co-Presented by:

ELECTIONS = CNN-IBN & IBN7 In Association with

Technology Partner: