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UDAY SHANKAR CEO, STAR India PEPSICO Engagement Mantra Augmented Reality June 16-30, 2010 Rs 50 28 24 DEFINING MOMENTS Kiran Khalap chlorophyll’s founder thinks back. 12 UDAY SHANKAR CEO, STAR India PEPSICO Engagement Mantra Augmented reality. Check out this experiment. 32 PROFILE FIGHTING Ambika Sharma Jagran Solutions’s COO is always planning. QCN BACK Correct Projection 14 BACK ECONOMIST Decoding the World 18 The man in the hot seat when STAR Plus was BLOOMBERGUTV going through troubled times, talks about its Pushing the Envelope 34 recovery and reinvention. ZOOM New Plan of Action 34 EDITORIAL This fortnight... Volume 1, Issue 12 EDITOR day Shankar must have had a torrid time these last couple of years. To head a Sreekant Khandekar company under pressure is obviously stressful for the boss. And when that company’s U PUBLISHER biggest brand has been toppled from the top; and when this humiliation is reported gleefully Prasanna Singh in the media on a week by week basis, the pressure must have been something else CREATIVE CONSULTANTS altogether. Because like it or not, the general health of STAR India is judged by the ratings PealiDezine of STAR Plus, its Hindi General Entertainment Channel (GEC). LAYOUT Vinay Dominic When Shankar joined as COO three years ago, he did not have the LOGISTICS June 16-30, 2010 Rs 50 credentials to run a large entertainment-oriented TV network. He’d made his Rajesh Kanwal 24 mark primarily as a TV journalist and had some experience in running a news 28 ADVERTISING ENQUIRIES network. The skeptics were many. Hansika Koli, (0120) 4077834 4077837 Noida DEFINING MOMENTS Varun Mohan, (022) 40429702-5 Mumbai Kiran Khalap chlorophyll’s founder thinks back. Shankar took over a network that, after a long period of growth, seemed to Neeraj Ranjan, 09886846842 Bangalore 12 have run out of luck. One CEO, Peter Mukerjea, was sidelined and another, [email protected] Sameer Nair, decided that he’d had enough. Both left within two months of Marketing Office UDAY SHANKAR CEO, STAR India PEPSICO B-3, First Floor, Sector-4, Noida-201301. Engagement Mantra each other in 2007. This led to an exodus of people, across departments. Augmented reality. Check out this experiment. Tel: (0120) 4077800. 32 An incoming boss would have his hands full dealing with this alone. But Mumbai that was not it. STAR Plus’ rise coincided with the popularity of its K serials 501-502, Makani Center, 5th Floor, PROFILE Off Linking Road, Bandra (W), FIGHTING Ambika Sharma created by Balaji Telefilms. By the time Shankar joined, that mass engine was Jagran Solutions’s COO is always planning. Mumbai - 400050 QCN BACK Correct Projection 14 running out of steam – the ratings were declining. The entire TV environment Tel: +91-22-40429 709 - 712 ECONOMIST Decoding the World 18 The man in the hot seat when STAR Plus was BLOOMBERGUTV was changing. Fragmentation was rife. The box was heading into small-towns going through troubled times, talks about its Pushing the Envelope 34 Bangalore recovery and reinvention. ZOOM New Plan of Action 34 India. To complete his cup of sorrows, Viacom 18 launched its channel, Colors, S-1, New Bridge Corporate Centre, 777 D, 100 ft Road, Indira Nagar, in mid-2008 and it overtook STAR Plus in its very first year. For the odd Bangalore - 560038, India week since then, STAR Plus has even had to live with the ingnominy of being the No 3 Subscription Enquiries GEC. Natasha Vohra, (0120) 4077837 [email protected] STAR Plus is back on top for the last many weeks though the war is far from over. afaqs! Reporter used this lull to talk to Shankar. Rarely will you get to read such a forthright interview Printed, published, and owned by Prasanna Singh, Publisher, with a CEO who talks about his days under pressure. Banyan Netfaqs Pvt Ltd at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063. Printed at Paras Offset Pvt. Ltd., C-176, Naraina Industrial Area, Phase I, Sreekant Khandekar New Delhi 110 028. [email protected] Cover Photograph Kaushik Chakravorty CONTENTS 30 22 PLUS CONTRACT Calling for Ideas 12 VW POLO Testing it Anyway TELEVISION A consumer The Shift in Orissa 23 engagement event with a difference. JAYPEE CEMENT Bond-building Moves 36 BTL 14 16 Roping Them In BY INVITATION The movie’s stars go out to Chetan Bhagat 43 meet young men and women. BOOK EXCERPT POINTS OF VIEW 42 Braking News 44 FEVICOL INQ HDTV-Effect CAMPAIGN TRAIL As more players come in, will From the Archives Connecting the Dots high-definition television How a very old ad inspired This brand is after the net- Print, TV, Digital, OOH 46 become a rage in India? this TVC. savvy generation’s heart. afaqs! Reporter, June 16-30, 2010 5 NISSAN MOTOR NEWSBULLETIN A New Statement Sponsored by issan Motor India is finally India, to begin with it hopes to cap- eyeing the Indian terrain ture the B+ segment. G Nseriously with the launch of Globally, Nissan is known for its its first locally manufactured car - a design, spirit of innovation and per- Café Coffee Day> India’s largest integrated coffee compact hatchback - the Nissan formance, with its positioning conglomerate has announced the acquisition of a Czech Micra, which is expected to hit the statement, ‘Shift - the way you Republic café chain - Café Emporio. The deal is valued at Rs 15 crore. The acquisition is indicative of Café Coffee market in mid July. Company execu- move’. This corporate positioning Day’s intention to increase its international presence, espe- tives reveal that the Micra will be will be maintained in India, while cially in the central and eastern European regions. Café followed by the launch of a sedan. the brand campaign for Micra will Emporio, soon to be co-branded as Café Coffee Day- Bollywood star Ranbir Kapoor sport the thought, ‘Drive simpler. Emporio has 11 cafés in Czech Republic. has been roped in for a period of Recently, two 15-second com- three years to endorse all Nissan mercials announcing the products and services in India. commencement of bookings for the This year, the Gillette Mach3 IGC> Riding high Kiminobu Tokuyama, managing Micra were launched on TV chan- championship on the championship’s success last director and chief executive officer, nels. The first ad, ‘Key’, shows promises prizes year, the Gillette Mach3 India Gaming Nissan Motor Kapoor talking Championship (IGC) in association India, says, of how the key worth Rs 1.5 with Zapak is back this year in a bigger avatar. The increas- “Nissan is a car to life is actual- crore. ing popularity of the internet in the last few years has led to company with ly ‘no key’ - as a paradigm shift from offline to online gaming. This year, the a passion for the car doesn’t Gillette Mach3 IGC championship has on offer prizes worth MARKETIN cars. Our require a key to Rs 1.5 crore. brand heritage get inside, but stands for cars is operated by a Cinepolis and Vivacity>Cinepolis, a film exhibitor that maximise remote like recently announced its strategic tie-up with Sheth life and pro- device. The Developers, a real estate company, for their upcoming mega vide the joy of second com- retail space - Vivacity. Operating out of Thane, Mumbai the everyday driving. Micra targets mercial has Kapoor retail space will have a megaplex with 14 screens, making it Kapoor is a passionate, sitting in the car, pro- the largest cinema complex in the country. The fully digital versatile and talented consumers who claiming that life state-of-the-art cinema facility will showcase over 70 shows film star and with his enjoy the experi- begins with a human in a single day offering patrons the flexibility of airing multi- charm and mass touch - as he presses a ple titles through the day. appeal, we hope to be ence of driving button, instead of an major player in India and savour the ignition key, to start Global hospitality major soon.” the car. Slated to open in Hyatt> journey. 2013, the project Hyatt has announced plans to set up Abhijeet Pandit, While these are cap- three new properties, including one vice-president, opera- sule ads, the main would be the first in India, under its ‘Andaz’ brand of hotels. Slated to open in tions, Hover Automotive India, launch commercial for Micra will be Andaz property 2013, the project would be the first Andaz property planned admits that it is a long road ahead for aired in July. The agency on Nissan in India. in India. Targeted at the international leisure and business Nissan in India, going by the clutter is TBWA/India. traveller, Andaz debuted three years ago and has 11 proper- in the B+ segment, Nissan’s late Apart from TV, Nissan plans to ties under development in six countries. entry into India and low brand employ press, outdoor, online, radio, awareness. “This is where our brand direct marketing and corporate pro- endorser will help build quick recall grammes. Yearly ad spends, BSNL 3G> To create awareness at mass level about its from day one,” Pandit says. according to informed sources, are 3G services and to strengthen its brand presence, the opera- Globally, Nissan is strong in dif- pegged at Rs 25-30 crore across all tor has branded Rajdhani trains in association with Indian ferent segments in various markets. Nissan launches. Railways and Peacock Media. While the medium reaches In West Asia, its SUVs such as the Micra targets consumers who about 85,000 people through the external vinyl wrap, internal media (including brochures, audio jingles and other activa- Pathfinder are hugely popular; the enjoy the experience of driving - tions) are consumed by 1500 passengers daily.
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