CCI NG 3.7 Product: ETMumbaiBS PubDate: 10-05-2017 Zone: BrandEquity Edition: 1 Page: BEFP User: sandeep.dutta Time: 05-06-2017 00:42 Color: CMYK

THE ECONOMIC TIMES MAY 10-16, 2017 INSIDEBE GOING OFFLINE TO CROSS THE OTHER BABA: BE PEPSI THE LINE IN CONVERSATION WITH BABA SEHGAL A little-known Chinese handset brand itel shunned the online route “I DON’T CARE IF A to make its mark in . Can it stay CONSUMER OPTS FOR A CSD OR A THI, GYM on track? SPORTS DRINK” Pepsi’s Vipul Prakash BY RAJIV SINGH MUMBAI

WE PERSPIRE GAYA BORA ANIRBAN gra and Viagra, usually, give you a kick. TO ASPIRE! AWhile Viagra is sexually potent, Taj land created in association with Sachin low single digits, several quarters Agra takes you on a visual high. But By Invitation: Jagdeep Kapoor Will a sugar-free, PER CAPITA CONSUMP- Tendulkar. Already on the store running. Maybe less sugar, is quite when an obscure Chinese handset brand itel shelves are Pepsi Black, a sugar literally, what the doctor ordered. made its India debut via Agra, it turned out to health driven TION OF CARBONATED be a commercially-potent move. the free cola, and Tropicana Essentials, Whatever the reason, PepsiCo’s Launched in April last year, itel has become index juice that feature a mix of fruits and healthy range is given a fair amount strategy sweeten or SOFT DRINKS IN INDIA the second largest handset brand in India in On XX 2 sour Pepsi’s summer? vegetables. Like many other 27 year of visibility in modern trade outlets IS JUST 20 8-OUNCE the fi rst quarter of this year. With 7.2% market olds, PepsiCo still likes to party, but like the one where Brand Equity share, the Chinese brand raced past home- NOT JUST maybe not all night long. And yeah, met its senior VP - beverages, Vipul SERVINGS grown Micromax and Chinese counterpart ABOUT MEN it’s seriously thinking of hitting the Prakash. And the shift is clearly Vivo, according to numbers from CyberMedia IN LABCOATS BY RAVI BALAKRISHNAN gym and losing a few pounds. among the first things on his mind. Research. But what makes the brand story In conversation MUMBAI You could praise (or blame) sev- “We are committed to changing our while others believe it’s the same.” unique in India is not its performance — it has with Abbott’s eral factors for the shift in focus. portfolio in India,” he says. Also making a comeback is what maintained the second slot for two consecutive Elaine hrough most of this Take your pick from: the im- Tropicana Essentials is a global used to be Pepsi Max, now known quarters — nor the fact that the brand doesn’t Leavenworth decade, summer was pending threat of the sugar tax, range making its debut on local as Pepsi Black. Prakash admits the sell in China. It’s the marketing approach that PepsiCo’s annual strongly rumoured to be rolled out shores, after being suitably desi-fied. sugar free category is a minuscule makes it stand out from the clutter: an IN GRAPHIC DETAIL: excuse to hit store with GST later this year. Or Indra Considering India has a long tradi- par t of the mix, only about 2% at pres- offl ine brand that’s unavailable WHY USERS GO ONLINE online! shelves and visi-cool- Nooyi, PepsiCo’s global CEO who tion of juice stalls that offer fruit and ent. Par t of the reason is taste: unlike A market survey before making On 3 ers with wave after has made no secret of her desire to vegetables mixes, Prakash is hedg- sugar which acts as a preservative in XX T an India foray helped in fi rming up wave of sugary bev- make Pepsi a healthier company. ing his bets on this premium priced its own right, artificial sweeteners the strategy. LEADERBOARD: erage. Here are some of its launches Its ‘Performance With Purpose’ vi- variant. Debuting with apple and typically loose flavour a lot sooner, While online sales accounted TOP ADS ON YOUTUBE from the years past: Mirinda Orange sion for 2025 promises “at least two- beetroot, he says a second launch for- giving them a vastly reduced shelf for a fraction of the total Mango, Mirinda Orange Masala, thirds of its global beverage portfo- tified with iron and with a different life. Prakash is counting on the new mobile phone business Mirinda Apple and perhaps, most lio volume will have 100 calories or flavour is a month or two away. formulation based on Pepsi Max and were largely ambitiously, Pepsi Atom, which fewer from added sugars per 12-oz Revive, a less sweet variant on 7Up which he claims “is a very successful restricted to urban and tried (and failed) to raise the number serving.” Or maybe its reacting to is getting greater play this year and brand in Europe; in taste tests there, Tier-1 geographies, of colas slugging it out from three to a tough local market for the CSD a reduced sugar avatar of 7Up, cur- it beats full sugar Coke.” almost 70% of the Indian +Turning Kim four. Many of these products live on category — growth has been in the rently being piloted in Gujarat, will Sugar free soft drinks have seen few population did not have Kardashian & not on the store shelves, but in the be rolled out nationally. But how are takers in India. A popular theory at- access to any form of Her Derriere memories of people who like their these products faring in a market tributes this to abysmally low per online connectivity, says soft drinks sweet and calorific. where people’s concerns for less sug- capita consumption. According to Sudhir Kumar, India CEO of Into A PEPSICO INDIA IS itel Mobile. “We understood PepsiCo’s summer launches this ar and being healthy are often at odds industry estimates, India accounts Marketing how crucial the traditional year are oddly befitting a company with their actual choices? Prakash is for just 20 8-ounce (approximately Principle COMMITTED TO channel is in the Indian that will mark its third decade in optimistic: “The test in Gujarat has 240 ml) servings per annum. CSD On XX 4 context,” he adds. the country in just three years. As CHANGING ITS PORTFO- been extremely successful. The loy- consumption in Pakistan is twice Sudhir Kumar, >Continued on Page 4 we were going to print, it announced alists have tried it not once or twice India’s size, by comparison. CEO, itel Mobile Quaker Oats Plus Milk, a product LIO IN THE COUNTRY but six times. Many prefer the taste >Continued on Page 2 CCI NG 3.7 Product: ETMumbaiBS PubDate: 10-05-2017 Zone: BrandEquity Edition: 1 Page: BEPER1 User: sandeep.dutta Time: 05-06-2017 00:49 Color: CMYK

Baahubali is a shining example of ‘Make In India’. It is making waves MADE FOR INDIA 42 across the world. - M Venkaiah Naidu, I&B Minister THE ECONOMIC TIMES MAY 10-16, 2017

BY INVITATION How Baba Sehgal moved from 90s kitsch to the 21st century sales Brand guru Jagdeep Kapoor The Other Baba pitch. By Delshad Irani writes about Aspiration v/s Perspiration Segmentation t the 2015 Bacardi NH7 What was Baba Sehgal up to before he be- Was becoming a YouTuber, a Tweeter and Weekender in Pune, when came a YouTuber? Like-worthy Facebooker chance or calcu- Baba Sehgal belted out I’ve been associated with the Telegu, lated move? We Perspire ‘Going to the Gym’ and Tamil and Kannada films for the past I’m a non-political guy. I have fun thousands cheered and ten years. I’ve done over 100 songs and and I do a lot of comedy. And I had just Asang along, you’d think recently became a villain in a bilingual tweeted something about Chris Gayle it was 1992. But it was 23 film. Two and half years back I wrote and whale some three years back and it To Aspire! years after India’s first rapper broke onto ‘Going to the gym’ and released it myself got a huge response. (This tweet: Gayle the Indian music scene with Thanda because we don’t have any pop music la- is a whale and nobody can fail.) And I my old songs like Thanda Thanda Pani, Thanda Pani. Sehgal went on to create bels. Not for the last twenty years. That’s thought “Funny, man, I’ve been writ- Aaja Meri Gaadi Mein Baith Jaa, Baba Can marketers keep pace with India’s growth? Yes. If they use and un- many more hits in the 9 0s, featured in ads why a lot of artists of my generation left to ing some sensible stuff and do retweet Deewana… I perform on stages where derstand segmentation in India. India is not just a nation. It is a combi- for Pepsi and Godrej’s Jumpin, among do independent music, 17 years ago. Some ho raha hai, koi uska jawab hi nahi de only 20 and 25 year olds perform. I’m nation. It is a combination of two segments. Aspirational segment and others. And then disappeared. Or so we guys vanished, some went to Dubai. raha hai”. That’s when I realised every grateful to still be part of it. Perspirational segment. thought. Luckily I was also VJing, I was part of individual has to operate differently. I All our lives our parents, grandparents, and now us and our children, Today, at 51, Sehgal has joined the army MTV, Channel V and Doordarshan so I had a lot of content in me and wanted Your thoughts on branded content, bag- perspire to aspire. We work hard and that perspirational approach has of millennial YouTube sensations mar- knew what I had to do. to get it out so I thought that’s a good gage and internet trolls. given rise to a growing aspirational segment which is turning out to be keters are scrambling to work with. He Few years ago I got back to creating and way to do it. The moment ‘Going to the I tell the brands it’s not about the mu- the largest in the world. Brand marketers have to choose their target audi- writes songs about bais andd black money, promoting independent nonnon-film film music. Gym’Gym hit the market I got a call from sic videvideo and quality of music. It’s not ence. Is it the perspirational segment? Is it the aspirational segment? Or is Trump and Rihanna, and everything in Many companies on digital networks YouTube. SSome o m e imimportant p o r t a n t about ‘I want techno’ or ‘I want rave’. It’s it both? between, racking up millionsions of views. today claim to “promote artists.” They person said “aap video ni- about attention.a Attention in terms of Let us take the aspirational segment first. Over the last few years it Companies like KFC, Tataata Cliq, Del don’t really promote artists. They just kalo”. I thought, commecomments, likes, retweets, and trolling. has been growing fast. Will this growth last? In my opinion, the aspi- Monte, Perfetti Van Mellee and Amazon use their services, vocals, music videos “vi“videodeo mein kya ObviouObviously a lot of people troll me. That’s rational segment will not only survive, but thrive. The next 10 years have deployed the musicalcal stylings of and release them. Subscribers are at a hai”. That’s how the beautybeau of it. Even if they are abusing will see unprecedented growth. On the other hand, the perspirational Baba in their recent campaigns.mpaigns. And bare minimum and they throw a party it started. you, thethey are taking time out to write a segment and its proportion would slowly and steadily decline. In this just last week, Sehgal kickedked off online every year where these artists per- When I’m travel- note or comment or something. Then entire journey, the single most important catalyst will be develop- home rental NestAway’s latestatest campaigncampaign form. That’s it. The artists linlingg I meet some el- with timeti another segment arrives - ment of brands. Trusted brands are looked up to. Aspirational brands ‘Jobless Job’. A cheeky onene to promote are happy because, derly guys and they Baba SehgalSe Real Fans. Now under one are sought after. its referral program, a jobb which would “mummumma,ma, mumma, say “arree Baba Sehgal bad commentcom you have many more de- Let us take the example of the entertainment industry. From the stand- be particularly suited to “jobless” folk, dekdekhoho humarahumara aaj kal gaane waane nahi fending you. alone theatres, the migration to the aspirational multiplexes is happen- according to the two-yearr old company. party hua”. gaate ho kya?” I tell When people come to my account, they ing in a fast and furious manner. NestAway found potentialal candidates them to call their chil- know thatth it’s fun. I will react my own Brands like PVR, Inox, Cinepolis and to send offer letters to afterfter an onlineonline dredrenn aandnd ask ththem.em. way. Fortunately,Fo I haven’t been labelled Carnival are leading the change and survey. The list includes former India It has actually hap- antinatantinational or anything like that. I’ve welcoming hordes of aspirational cricketer Sreesanth, actortor Bobby pened! The kids say asked mmy team not to delete any com- consumers into their fold. The 15th Deol, ,gh, “arre papa photo le ments oon Facebook, Instagram, Twitter. largest town in India, Thane, near Abhishekh Sawant andnd ke aana!” These kids Even if it’s all abuses. Mumbai, has seen a growth of movie Himesh Reshammiya. have actually gone Every account is different and people viewers from 6 lakhs to 22 lakhs over But Sehgal is not jobless. For back to are awareawa of that. My sensible writing the last 3 years, reflecting a jump of starters he had an interviewview also hash to be very different. If I tweet 266%. Aspirations are driving con- with Brand Equity, but whether aboabout terrorism like “arre bahut sumption and aspirational brands are it was before or after going to the gym, we bubura hua, aisa nahi hona chahiye” pulling consumers. can’t tell. Excerpts… peopeople don’t really bother. I have India is flying high. And so are to createcreat my own dictionary. This will India’s consumers. The airline indus- Today, Baba means many thingshings - yoga gu- sound wweird but words like fart, potty try in India has grown almost 20% rus, businessmen, leading men in movies and all sell more in my dictionary. If I year on year making it the fastest and politicians. How do youu feel about the say “rajrajma ke baad aa jaate hai fart, I growing airline market, over the last other Babas? know bbaby it’s heavy on your heart”, it 3 years. Indians who would travel My real name is Harjeet. My mom used works. Of course, I have to grow from from one town to another by road or to call me Babu, some calledlled me Baba, there. BBut this shows that people -- 16 to by rail, always aspired to fly. But they some Harya. Yes, some Babasabas are politi- 25 year olds -- are not really into politics felt that due to affordability and a lim- cians, some gurus, some pundits.undits. I’m all and seriousser stuff. They may take time to ited network, their aspirations could Babas in one. I’m a little politician,olitician, little understunderstand what’s actually happening not be met. Brands like Indigo, Spice guru because of my experience.ience. In some in the cocountry or around the globe. They TRUSTED jet, Jet and many others widened cultures Baba means grandfather,dfather, father don’t wantwa to be burdened. This is my ob - their network and narrowed the price and son. All the Babas arere there in the servatioservation of the youth of today. BRANDS ARE gap to allow Indian consumers to fly content I’ve produced overr the decades. [email protected] and save time, money and effort. This LOOKED UP TO. is another aspirational segment get- ting wings. ASPIRATIONAL The beauty about the aspirational BRANDS ARE segment is that it is almost irrevers- Continued from Page 1 >> ible. Once you start travelling by air SOUGHT AFTER that becomes your preferred mode of travel. Similarly, once you start PEPSI THI, GYM GAYA enjoying movies at a multiplex,that becomes the chosen place of enjoy- It’s argued, when Indians consume soft ing movies.By the same logic, the drinks they’d rather have the fully loaded ver- growth of consumption in India, sion. To which Prakash says, “Half the con- “I DON’T CARE IF A through this aspirational segment, sumers tell us they want low sugar, half don’t, through brands, is almost irrevers- but we know it’s the right thing to do. Our job is CONSUMER OPTS ible and the next ten years could be to make the choice available. I don’t care if no the aspirational decade. sugar is 20% or 5%.” He also believes there’s Where does this lead the perspirational segment? Though it is declining a groundswell towards sugar-free evident in FOR A CSD OR A as a total proportion of consumers, it is still colossal. Layer by layer, it is everything from such desserts making an adding on to become the lowest layer of the aspirational segment, joining appearance on restaurant menus and even SPORTS DRINK” it and strengthening it. smaller chai shops offering artificial sweet- Bidis represent the category of smokers who are primarily in the perspi- eners, on demand. rational segment, however the top layer of bidi smokers aspire to smoke Which is not to say PepsiCo’s ignoring its the bidi brand which the head of the village, the sarpanch, smokes. Oonth flagship: Pepsi has gone in for a new range of bidi is an aspirational brand in various districts in Maharashtra includ- localised packs, a careful mix of slang that has Excerpts from a Q&A with PepsiCo’s can we have the advantage of scale and been unthinkable a few years ago. Our ing Nashik, Dhule, Jalgaon, and others. Thus, there is a latent aspirational geographic relevance and English words that Senior VP - Beverages, Vipul Prakash the nimbleness of small companies? We own gold standard is Nimbooz and desire even in the perspirational segment. are part of a youthful lexicon. Similar to last don’t always get that right, but it (the Nimbooz Masala Soda; as close as you Once I asked an auto rickshaw driver, “You take passengers around year, even its mainline media cam- Are people shifting out of the CSD cat- competition) is a very healthy trend. can get to nimbu pani. But what holds in your three-wheeler auto rickshaw. If you were to own a two-wheeler paign has been planned outwards from egory? Consumers don’t care if a beverage is us back is the customer expects the brand personally, either a scooter or a motor cycle, which brand would you the packaging according to Prakash. Not really. In the consumer demand from a large or small company: all they same experience as a homemade prod- choose?” The auto rickshaw driver replied spontaneously “When I can af- Mirinda and Mountain Dew are both map, CSD was over indexed. For the want is a product that has a place in uct which is very difficult to replicate. ford, I would buy a Royal Enfield”. being powered by purpose driven cam- longest time, it was the only option their day. The smaller companies put a We need to innovate better to satisfy Those who have a rental house aspire to have their own home. Those paigns. But according to marketing available irrespective of whether lot of good products out and pressurise but we haven’t cracked the code yet. If who have a two-wheeler aspire to have a car. Brands like Maruti, and experts, these are more cosmetic changes; you wanted to quench your thirst, us to change our ways of working. If I tell 10 people to make shikanji, each its sub brands, cars from Tata motors, from Hyundai, from Honda, the new launches really signal a way for- have a drink with food or at a party. our innovation used to take a year to one of those will taste different. We’ve from Mahindra and Mahindra, from Renault and many others are see- ward. Says Devendra Chawla, group Consumers are now finding their get to market, we are putting systems launched upma under Quaker Nutri ing phenomenal growth. Manual car owners aspire to own automatic CEO, Food FMCG Brands, Future most preferred beverage for each oc- in place to crunch that time to six Foods and I can’t tell you the amount of cars like Celerio. Small car owners want big cars. Big car owners want Group, “Consumers are turning to casion. I don’t care if a consumer opts months. These people spur us on. R&D that went into getting something luxury cars. Luxury car owners want private jet sand so it goes. It all natural products looking for balance for a CSD or sports drink. My job is to similar to a homemade upma. began with the perspirational segment, where a common man would since there’s too much of the processed ensure they have a PepsiCo product Paperboat and more recently Dabur Converting from unpackaged to pack- walk to work and then use public transport and then graduated to a world in our lives. Similarly brands must in the right size at the right price. have pushed traditional beverages in a aged is a great strategy but it’s very private vehicle, may be a bicycle. Brands help manifest aspiration and bring balance to their folio.” big way. Is that a space you’d like to get hard to pull off from a price and experi- fulfil desires and wishes. The one area where PepsiCo could change the The beverage category has suddenly into? ence point of view. Even our competi- The aspirational segment is taking India places and making consump- game though is communication. “Why don’t become extremely crowded. Has the It’s something we discuss regularly. tors hit pay dirt only sometimes. We’ll tion boom. Indian consumers have become world class consumers. It is these companies get India moving?” Chawla mandate of category creation shifted to We are seeing a massive comeback of have to wait and see who is able to time that marketer’s look up to them and perspire to give the Indian con- wonders, adding, “They should do something newer players? traditional food and drink in a con- leverage and monetise it. sumer whatever they aspire. similar to what Tata Tea did with ‘Jaago Re’. We are such a mass machine that there temporary way. At a recent bottler [email protected] The author is the chairman of Samsika MarketingConsultants. Maybe they could go with ‘Bhaago Re’” are small opportunities that we don’t meet at Taj Delhi, they served paani Please read the full interview Views expressed are personal. [email protected] give attention to. Our challenge is how puri and papdi chat which would have online at etbrandequity.com

1) @Vivo_India: IPL spon- tion. In the tweet that received the 1) @Flipkart: To celebrate known to most as #Rajkumar with the sor @Vivo_India ran a launch highest engagement this week, its 10 year anniversary, @ a series of tweets that celebrates twitter campaign for the #VivoV5s. the Mini ZooZoos had a run-out Flipkart took its followers on a his achievements. @GoogleIndia Users were asked to retweet a and followers were asked to guess #FlipkartThrowback10 journey also promoted a playlist of 50 index tweet that would unveil the new what they would do next with with 360 photos to remember the years of his finest music found on #PerfectSelfie phone. The unveil- #MakeMostOfNow. milestones. @Flipkart then posed #GooglePlayMusic in a video it ing was also live streamed on some questions to its followers, tweeted. IPL Special Facebook, YouTube and Twitter. including asking about fans’ per- sonal story and experiences with 4) @GodrejAppliance: Here are the brands that continue 2) @Moto_IND: @Moto_IND Flipkart The brand’s #FridgeLogic tweet to make a splash through the lat- continued promoting the recently mentioned that the way one uses a est season of the Indian Premier launched #motog5plus with the 3) @GioneeIndia: @ 2) @oppomobileindia: In an- fridge speaks a lot about their per- League (IPL). Watch out for up- help of some players from Rising GioneeIndia carried on its ticipation of its latest #SelfieExpert sonality. Followers were urged to dates in the forthcoming issues. Pune Supergiant (RPS). #motoRPS. take on the Premier League, mobile phone #OPPOF3 launch on take part in a survey about their us- #Selfiestan. This time the theme May 4, @oppomobileindia created age and thoughts about their fridge PRESENTING of the #GioneeSPL was Winkfie, buzz and excitement with a contest in order to win prizes. THE BRAND ENGAGEMENT INDEX which is selfies taken while that simply needed users to retweet A S ON MAY 3, 2017 winking. a tweet by @oppomobilephone. Up 5) @Spices_Board: Over the for grabs were #OPPOF3 phones past few weeks, @Spices_Board has The index looks at the live list of all 4)4 @VodafoneIN: The tel- 5) @@HimalayaMEN:HimalayaMENN: In the signed by cast members of the film been sharing its knowledge about advertisers on the platform and mea- com major @VodafoneIN created #HimalayaMenWithRCB chal- Baahubali 2. various kinds of spices that exists, sures the total number of user engage- ments with all the tweets that they sent a series of cricket related situa- lenge, followers and fans were their benefits and what they can be out that week - specifically this is a sum tions that involved their animated given a picture puzzle. The result: 3) @GoogleIndia: @ used for in #MasalaMantra. Then @ of all the replies, retweets and favou- brand mascots the Mini ZooZoos A poster of Royal Challengers GoogleIndia celebrated the 88th Spices_Board tested users by ask- rites across all tweets that week. and what their followers think Bangalore (RCB) players promot- birth anniversary of Singanalluru ing them to list down all the spices they might do next in the situa- ing @HimalayaMEN products. Puttaswamayya Muthuraju, covered. CCI NG 3.7 Product: ETMumbaiBS PubDate: 10-05-2017 Zone: BrandEquity Edition: 1 Page: BEPER2 User: sandeep.dutta Time: 05-06-2017 00:34 Color: CMYK

Healthcare is a complicated business that requires a different business model to succeed in India. GLOCAL BUZZ 43 THE ECONOMIC TIMES - Malvinder Singh, Fortis Group MAY 10-16, 2017 CMO slambook Why Users Go Online?

In an exclusive with Brand Equity, Hansa Cequity Digital Intelligence Group shares a study on Indian consumer’s “Historically healthcare digital journey. Excerpts companies have been from the report: mostly about people in Online Transactions Trump All The top three reasons for staying connected were to transact online, connect with friends and family, and use social lab-coats behind the media. Less than 50% of the respondents visited brand websites. Stay Connected Stay Informed Social Media Banking Transacting Business Brand Websites 0 bench inventing.” 1 2 3 4 Abbott’s global CMO Elaine Leavenworth holds forth on bringing fun to a category that’s 5 6 still all about people in lab-coats in a conversation with Brand Equity’s Amit Bapna 7 8 The challenges of the global CMO remit of a the bench inventing. It started with talking The evolving consumer 9 10 pharma company about products which is important and we Today people want to know not just about 18-24 25-30 31-36 37-45 45-55 over 55 (We do not think of ourselves as a pharma still do that. But we also started talking about the products but the philosophy of the company; we are a healthcare company with services, and now it has moved to showing the company. The modern consumer wants to pharma products, she clarifies) The biggest experience: what do our products mean to the know who he is transacting with and who Search’s Fading Glory challenge is the rapid change and keeping person on the other side using them? is behind the screen. It’s a different level of Ecommerce sites like Amazon, Flipkart, etc are giving up. The markets are changing in shorter interest. And to top it all, healthcare is very search engines serious competition when it comes to and shorter time periods with rapid shifts in Time ripe to tell the brand’s story personal. people looking for product level information. technology, the regulatory environment, the We have tended to be a quiet company. ‘Dadi’ Search Engine 75 economic situation etc. We have to pay atten- in 2015 was our first corporate campaign Not yet betting big on Cannes tion all the time. in India, in spite of having been around We have not been aggressive on trying to win Brand Website 16 for over 100 years. For a company that is awards. We have, so far, been focused on get- Social Media 61 A category much tougher than many others so old we have been very quiet. We may ting it right with the people whom we have Review Site 27 Possibly the biggest challenge is to help stake- have talked about products like Pediasure, been talking to. I do get the importance of Friends & Family Opinion 51 holders understand newer technological Digene etc. but the conversation about winning awards. It is bragging rights for innovations. Some of these are complicated, who is Abbott has been very limited. everyone. Ecomm Website 76 and not easy to make into stories, and yet How many companies that old have not what we share with consumers and medical talked about themselves? Health camps as marketing tools practitioners, cannot read like a tech-manual. Health camps are about giving people Research Online, Buy Online Alongside, we have to follow the government access and attention they need. If we Most people who research a brand/product online end standards and the regulatory framework. Today, people want have great products and people are up buying it, as against fence sitters who could buy not able to access them then we online or offl ine. Older respondents preferred buying Differences from building an FMCG brand to know not just about are not doing our job. offl ine even though they research online. It is more complicated due to a larger num- the products but the Yes Online Prefer Regular Store Only Store ber of stakeholders. There are constraints India, Abbott’s third largest 18-24 from regulators that one has to be very philosophy of the market 25-30 mindful of. We can’t talk about some of the company. Consumer I find the energy and creativ- new products as proof points because regu- ity great. The teams have 31-36 lators won’t let us. The technical side is very wants to know invented some of the most 37-45 complicated to explain to people unlike say who they are interesting tools I have 45-55 an FMCG brand. seen. India will be the cen- over 55 tre of excellence for digital transacting with 012345678910 Some Abbott campaigns: 1. ‘Dadi’ (Ogilvy India - Evolution of storytelling in healthcare and tech marketing for the 2015), 2. ‘Life. To the fullest’ campaign (2016), 3 Elaine Leavenworth, Historically healthcare companies have Chief Marketing & External Affairs company. &4. ‘Race of Possible’ (BBH India) been mostly about people in lab-coats, behind Officer, Abbott [email protected] Ecomm upto 10K Most people buy only low to mid-priced (below `10,000) products online. SIDETAKE: Facebook tapped a New York Times vet to help fi ght fake news and make money for publishers Low value Upto 10K Valueable Luxury None Facebook has appointed a veteran from The efforts. She will also work alongside former designed to make sure “that a healthy news in % 65 New York Times to lead its news products NBC anchor Campbell Brown’s news part- ecosystem and journalism can thrive.” The com- 58 58 58 division, which is responsible for stopping nerships team , which Facebook formed pany has since visited newsrooms throughout 54 52 52 51 49 50 49 the spread of fake news and helping publish- earlier this year. the US to hear journalists’ feedback on new 46 39 40 ers make money. In a Facebook post, Alex Hardiman’s position is another sign of and existing products.It sounds like Hardiman’s 36 35 Hardiman announced that she’s been pro- Facebook wanting to show its commitment focus will be on implementing those changes on 29 29 moted from leading the Facebook Pages team to media outlets after it faced sharp criticism both the user-facing and revenue model sides for the past 8 months to be the company’s for its role in spreading fake news during of Facebook. 88 9 8 8 newly-created head of news products in New the US presidential election. And it comes “We will spend time building better products 6 6 6 4 4 4 6 York City. She previously held more than a at a time when publishers have struggled to and tools for journalists, working hand-in-hand half-dozen positions during a decade-long monetise the content that they distribute with Campbell Brown and her team to strength- 18-24 25-30 31-36 37-45 45-55 over 55 stint at The New York Times, where she left as through Facebook products like Instant en the relationships and value exchange the newspaper’s VP of news products. Articles. between Facebook and news providers,” FOOTNOTE: The report is based on an online survey conducted by Hansa Cequity Now Hardiman will report to Fidji Simo, who In January, Facebook announced its Hardiman wrote in her Facebook post. Digital Intelligence Group during April-May’17, covering 1712 respondents over the age of 18 years across metros, mini-metros (like Pune, Ranchi, Patna, Kochi), Source: Business Insider oversees Facebook’s media and live video journalism project , a group of initiatives and class one towns (like Mysore, Nagpur, Coimbatore, Dehradun) KAMAL KONER CCI NG 3.7 Product: ETMumbaiBS PubDate: 10-05-2017 Zone: BrandEquity Edition: 1 Page: BEPER3 User: sandeep.dutta Time: 05-06-2017 00:32 Color: CMYK

One of my dreams was to be the head creative director of the Gap. I’d like to be the Steve Jobs of the Gap CLASSIC BE 4 - Kanye West, Musician THE ECONOMIC TIMES MAY 10-16, 2017 LEADER BOARD The YouTube Ads Leader Board represents the Top 10 ads on YouTube in India that resonated most with audiences over the past month and recognises the brands that performed best through a combination of Turning Kim Kardashian & Her popularity and promotion.

GoIbibo: Dipika Padukone’s new BFF Derriere into A Marketing Principle 1 Is the poor bua in this ad a luddite, unfamiliar with Could Jeetendr Sehdev be Kim But, now, Morgan’s “Done. Done. Publish Date: 2017-04-05 new-fangled geegaws? Or is she in fact a bully (of Kim Views: 10,482,899 the cyber variety naturally), mercilessly trolling Kardashian, her Kardashian’s greatest advocate? Yes. DONE.” He wrote in a recently published her smartass houseguest (Dipika Padukone)? It If the Indian-origin Brit, mentee of Sir piece, “I’m done with Kim Kardashian. looks like people spent a lot of time watching this, overexposed Martin Sorrell, and “world’s foremost And her ghastly family… I just can’t stom- The Kim trying to figure it out. rear and authority on celebrities’” book ach the sight or thought of any of these tal- brand of “Sell- Kardashian Principle: Why Shameless entless, publicity-crazed, unctuously self- Vicks: #Touchofcare Sells (and How To Do It Right) is anything absorbed, vacuous wastrels for a single ebrity” are the to go by. In the book he makes a fairly com- moment longer.” No 6 last month 2 subjects of a pelling case for brands to take inspiration What brought on Morgan’s melodra- from the Kardashian school of market- matic reversal? The list of transgressions Publish Date: 2017-03-29 Gionee A1: Welcome to Selfiestan new marketing ing. After all, she’s built a global business is long. But here’s a sampling. Kim mar- Views: 9,501,614 Selfiestan is the place to get the selfie, the welfie book. and power brand, all on the ried “bad boy” rapper Kanye and the gotohellfie according to Alia Bhatt and her By Delshad solid foundation of a “leaked” West, posts nude selfies while dancing entourage. This attempt at rad rhymes, sex tape and ample assets. flipping the bird (a stand for perhaps unwittingly, treads into Jean-Paul Sartre Irani Love her or hate her, you feminism and women empow- 3 territory, evoking ‘hell is other people.’ Especially can’t argue that Kardashian erment in her book), sells mer- Publish Date: 2017-04-03 when they invade your chunk of Selfiestan. doesn’t have an irrational chandise promoting the “joy Views: 8,246,052 sway over people, young and of drugs” and a recent sob-fest Panasonic Eluga Ray Max: #ArboIsHere old. Although just recently she with “the world’s chief celebrity lost one fan on the wrong side sycophant” Ellen DeGeneres No 10 last month of Millennial: Piers Morgan, cemented Morgan’s revised who, for a while, “enjoyed the opinion of KK and clan. Hyundai i10: Drive With Besties Kardashian ride”. In fact Morgan even de - “When you have literally tens of mil- 4 A long format film about the dubious joys of driv- fended the Kardashians before his sudden lions of young female followers hanging ing around in a new car with a friend. As is the case change of heart. He said, “Their overly on your every social media post, you Publish Date: 2017-03-28 with all such films that linger past the two minute pious critics seemed to miss the point surely have a great duty of care to send Views: 4,981,047 mark, the cast and the brand do a merry dance - which was that there wasn’t really them the right messages?” Morgan’s trying to keep it real, while its, of course, mani- any point to them. They were just done with this “absurd, disingenuous festly unreal. having fun. As a result, I’d defend horses**t!” them vigorously against those who But Sehdev clearly can’t get enough. 5 HRX: Keep Going said they represented everything re- Instead he has turned Kim and her der- Publish Date: 2017-04-11 Shortly after mysteriously wrathful Hrithik’s pellent about the fickle, artless world riere into a marketing principle: the KKP Views: 3,968,090 of Z-list reality television.” or Kim Kardashian Principle. motivational spiel to timid, tired Hrithik, people are running marathons, lifting weights and doing Here are some intriguing bits and butts from his book. yoga. If this had been a minute longer, they’d have probably been doing all these things, simultane- The megamix of vulnerability, narcissism, and ously. Viva la motivation, courtesy clones from a sheer audaciousness that has propelled Kim from parallel dimension. ‘reality-show laughingstock to cover girl and social 6 media superstar is a force to behold... Publish Date: 2017-04-13 Nexa Ciaz: Experience Cia Her stunning popularity represents a seismic shift Views: 3,522,641 z No 8 last month in the way ideas catch on and how people, prod- ucts, and services can capitalise on this change to Amazon India: Introducing Chonkpur build stronger, more intimate connections with 7 Cheetahs! consumers. Publish Date: 2017-03-31 This one probably hits too close to home. Views: 2,074,477 ne of the foundation Especially if you are I-League champions Aizawl principles of Kardashian’s FC. Not cricket. That’s football. The ad opens with Ometeoric rise is the fictitious T20 team Chonkpur Cheetahs la- Overexposure. Here Sehdev draws an interesting parallel menting their sad state of affairs: Talent and top Embrace flaws and champion im- player hai, but no jersey and no equipment. Sapne perfections: “In the future, people with 19th century high-society hai lekin unke tayaari ka saman nahi hai. Only in ‘(and products) that take a page darling Amelie Gautreau and the from Kim’s book and admit their subject of American painter John 8 Aizawl’s case it’s the lack of celebrities and mil- flaws, especially while competitors Singer Sargent’s provocative and Publish Date: 2017-04-05 lionaire backers. are hiding theirs, will have a better controversial portrait ‘Madame Views: 1,829,817 chance at connecting with audi- ences and gaining market share.” X’. Both painter and subject Vodafone: #MakeMostOfNow - with the Data became instant pariahs when Strong Network™ - Vodafone SuperNet™ 4G Madame X was exhibited in 9 An older couple on their first trip to Goa use the “Ideas, products, services and 1884 Paris. People just couldn’t miracles of technology and 4G (when it actually people that follow the KKP handle the implications of Publish Date: 2017-04-11 are the ones that will break Amelie’s bold stance and jeweled Views: 1,475,011 works) to make a video call. On the line is their through against all strap slipping off her shoulder. daughter who helps them spot the pony-tailed odds, at all costs, This despite the prevalence of nude paintings at the time. driver at a crowded train station. We reckon credit and come out on Sehdev writes, “Perhaps it was the naked ambition and for this one should go to the casting director. top – just like Kim. unabashed self-expression” that put everybody’s knickers These ideas don’t in a twist. “Today, Madame X would be celebrated rather traffic in shame NewPoint App (07/04/2017) than shamed. Kim’s object of symbolism is her iconic and have little ass, whereas Amelie’s symbolic object was her equally Sometimes all you need are pretty graphics and a regard for the unforgettable shoulder… Madame X lives on. Her iconic judgment of others. 10 listing of product benefits. Like this ad for a user painting has evolved from shameful to seductive to aspi- They exude authenticity and, friendly news reader proves. rationally refined.” Publish Date: 2017-04-06 ultimately, they define culture.” Views: 1,006,928

Continued from Page 1 >> ven as there is a huge chatter around digi- tal engulfing every- Going Offl ine to Cross The Line thing else, the power Power of Print: Eand the reach of print King Voice, a personal interpreter continues to remain There’s a huge service gap in ca- or virtual assistant with text-to- formidable. Times Group’s Power tering to consumers at the bottom speech feature. Its voice-based of Print (PoP) initiative has got of the pyramid in India, especially functionality makes for easy and some of the best creative brains to those belonging to rural and semi- convenient usage, and is particu- judge the entries in the competi- Counting Down... urban areas. hap- larly beneficial for the differently- tion’s maiden edition as the judge- pens to be most populous state in abled and the uneducated. ment day comes closer. social problem. For Power of Print founder, Taproot Dentsu, feels that’s wrong with our country India and has one of the highest SOS allows users to inform near- ‘Power of Print’, an initiative by 2017, The Times Group has part- that Press is permanent, a re- today. Jury member and Lowe concentrations of rural and semi- and-dear ones of an emergency the Times Group is providing com- nered with Nestle India to promote cord keeper of the times we live Lintas’ chairman Arun Iyer feels urban markets. “That’s why we ze- with a message and a fast charg- munications professionals across the cause of girl child education. in. Print in his view is alive and that ‘Educate the girl child’ is a roed in on Ag ra,” says Kumar, add- ing battery has made life easier for the country a chance to become The objective of the campaign is kicking. To all the doomsdayers great cause and print is a great ing that the price band of the brand users in rural areas. “It replicated masters of the art of print adver- to ensure that ‘more girls go to and naysayers, print is medium to reach out, move ranges from `2,000 for a feature Nokia in coming out with features tising. The uniquely designed school’. Entries are expected to not going anywhere. people and let them phone to `8,500 for a smartphone. for Bharat,” says Aggarwal. Iris program is meant to harness the meet the objective of getting girls Even if you add know of the great At a time when all brands, includ- scanner, another local feature, power of print media to effect real to school through increase in num- the sum of all the benefits of edu- ing the ones from China, were bull- provided an added layer of securi- change. The contest invites partici- ber of donations and talkability mobile phone cating the girl ish on online to make a mark, itel ty, and 100-day replacement guar- pants to use the medium to work on about the subject. users in India child. decided to shun the herd mental- Push marketing, they reckon, antee on all handsets resulted in a live brief set out by a brand/com- A firm believer in the absolute today and Open to all ity. Kumar reckons the move has has always had its place. Retailers massive adoption within a short pany to solve a current business or power of print, Agnello Dias, co- target them communica- paid off. and dealers are great influencers span of time. with e-papers tion agencies Offline, he lets on, facilitates in all categories, right from FMCG The challenge however is to live you will have from creative one-to-one interactions between to cars to real estate. “itel has har- up to its promise and maintain its a majority out and media to the buyer and the seller and allows nessed the power of these influ- tempo. “It’s always easy to scale there who would digital and PR, for a touch-and-feel experience. encers in smaller towns in India,” but very tough to maintain the prefer to read Power of Print “These factors can play a key role says Ashita Aggarwal, head of pace,” she avers. The brand would the news for real in 2017 will culminate in influencing the final purchase marketing at SP Jain Institute also need to beef up its after-sales freshly minted print form, at the Kyoorius Creative decision,” he says. Maintaining of Management and Research. It service to maintain its credibility. opines Senthil Kumar, chief cre- Awards (KCA) on June 2nd, 2017 an offline presence also allows used ‘bypass strategy’ to beat com- Kumar is not oblivious to these ative officer, JWT. Print is a lead in Mumbai, where one agency brands to benefit from better word- petition. When all players were challenges. Itel has established ro- medium for many a big launch will walk away with the Power of-mouth and greater brand recall. busy finding consumer consid- bust distribution channels which and still works for a sizeable audi- of Print Award. Furthermore, Swati Bhattacharya Arun Iyer Channel penetration, service de- eration by heavy advertising, itel not only amplifies the brand vis- ence out there. Unlike many other the winning ad will be released livery, and resolving consumer silently used ‘inf luencer’ power to ibility, but also stimulates market people who lament the “death of in group problems are also more easily carve its place, she adds. demand, he claims, adding that print”, Prasoon Joshi, chairman, publications. On the judg- handled, offline. With better mar- In spite of being aspirational, the brand has over 800 after-sales McCann Worldgroup Asia Pacific ing panel are Prasoon Joshi gins and higher sales volume, the consumers in Bharat seek value- service touch points across India. feels that we keep recreating print (McCann Worldgroup), Bobby offline model adequately address- for-money features. Brand equity Cluttered store shelves and a less in different forms. Pawar (Publicis), Agnello Dias es the major channel pain points and status is not as important as than satisfactory retai l experience However, in an era where people (Taproot Dentsu), Senthil Kumar and is, therefore, more advanta- functional benefits. Itel has used pushed many Indians to replace e- are looking at their phone on an (JWT), Arun Iyer (Lowe Lintas), geous for mobile brands looking to this insight to build the market. commerce. But with online clutter average 150 times a day, Swati KV Sridhar (HyperCollective), generate greater output from the “They pushed the brand using the exceeding anything Indian con- Bhattacharya, chief creative of- Raj Kamble (Famous), Swati market, maintains Kumar. credibility retailers have with cus- sumers have ever seen in-store ficer, FCB Ulka feels that print Bhattacharya (FCB Ulka), “It is our offline-led approach tomers,” she adds. and with the wheels coming off has to woo the readers back and Kainaz Karmakar (Ogilvy) that helped us in establishing our- And it’s not only an offline ap- the wagon of online sales, service is confident that it has the power Shrijeet Mishra (BCCL), and selves as the second-largest mobile proach that has made the brand and returns, there’s perhaps some- to do so! Calling Power of Print a Chandrasekhar Radhakrishnan player in just one year,” he adds. strike success. It rolled out local- thing to be said for an all brick, no great initiative, in her view, edu- (Nestle India). Marketing experts are not sur- ised features to meet the needs of click approach. Prasoon Joshi cation is that one single solution For more visit prised. consumers. Take, for instance, [email protected] that can truly solve everything www.timespowerofprint.com

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