January 1-15, 2013 Volume 1, Issue 16 `100

AGENCY EMPLOYEES

What makes some employees stay loyal to an agency for years and years? 28

16 8 32 41 PLUS STOP NOT Loud and Clear 18

SUNRISERS At the Crack of Dawn 20

TIMES OF INDIA Bringing News Alive 22 INTERVIEW FASTRACK INTERVIEW Piyush Pandey What the Hell? Kevin Vaz FM RADIO The Ogilvy legend on what The youth brand’s humorous A chat with the man leading makes the agency tick. way of facing D-day. STAR Jalsha’s charge. All Set to Boom 43

EDITORIAL

This fortnight... Volume 1, Issue 16

s editors love to say, ‘This was a story just waiting to be done.’ This issue’s EDITOR Acover feature is one such. News is so oriented towards covering action that it Sreekant Khandekar

January 1-15, 2013 Volume 1, Issue 16 `100 can’t capture that which stays still but is significant nonetheless. PUBLISHER Prasanna Singh AGENCY EMPLOYEES For instance, the movement of executives from one company to another is SENIOR LAYOUT ARTIST LASTINGLASTING BBONDOND routinely reported – and there seems to be a lot of that. This creates the impression, Vinay Dominic not entirely wrong, that the community is like a stream, constantly moving. PRODUCTION EXECUTIVE We, however, overlook the fact that most companies have a core of people who Andrias Kisku stay put and hold the place together. They are the ones that set the tone and, over ADVERTISING ENQUIRIES Rahul Puri, (0120) 4077833, 4077866 time, define the culture of the organisation. What they say and don’t say, do and Noida won’t do, is gradually reflected in the way everyone behaves. What makes some employees stay loyal to Arunima Bhattacharya, (022) 40429702-5 an agency for years and years? 28 This feature is really about the rocks in the stream – the names that are a Mumbai 16 8 32 41 PLUS STOP NOT [email protected] Loud and Clear 18 constant in the human flow that marks the agency business. We are so focused on SUNRISERS At the Crack of Dawn 20 MARKETING OFFICE TIMES OF INDIA why people move that we have failed to ask the equally obvious question: why do Bringing News Alive 22 INTERVIEW FASTRACK INTERVIEW B-3, First Floor, Sector-4, Noida-201301. Piyush Pandey What the Hell? Kevin Vaz FM RADIO The Ogilvy legend on what The youth brand’s humorous A chat with the man leading All Set to Boom 43 people stay? makes the agency tick. way of facing D-day. STAR Jalsha’s charge. Tel: (0120) 4077800. Why have we focused on creative and media agencies and not on newspapers, MUMBAI TV channels and radio players? That’s mainly because the factors at play are 501-502, Makani Center, 5th Floor, Off Linking Road, Bandra (W), different and partly because agencies, being in the services business, seem especially Mumbai - 400050 hard-hit by job hopping. Tel: +91-22-40429 709 - 712 BENGALURU The young often assume that switching jobs is the fastest way up the ladder. S-1, New Bridge Corporate Centre, That is not necessarily the case. The people at the top in most large companies 777 D, 100 ft Road, Indira Nagar, have typically been employed there for years, if not decades. Whether you look Bengaluru - 560038, India at an agency in India, a media company or a Fortune 500 behemoth, the top SUBSCRIPTION ENQUIRIES Akhilesh Singh, (0120) 4077837 management has typically grown up professionally inside the firm. [email protected]

It is easy to understand why people change jobs early on in their career but if Owned by Banyan Netfaqs Pvt Ltd and they do want to get to the top, staying put might be an attractive option as well. Printed and published by Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063.

Printed at Cirrus Graphics Private Limited B-62/14, Naraina Industrial Area, Phase II, New Delhi – 110028. Sreekant Khandekar Cover [email protected] Vinay Dominic

CONTENTS 42 45 PLUS

HAPPY CREATIVE SERVICES WHO The Flipkart Agency 14 Safety First OLX.IN New Year Campaign? A message for those Dwelling on Desire 18 who drink and drive. BATES INDIA Behind the Veil 31 INTERVIEW 44 22 Nina Elavia Jaipuria FACEBOOK E-BOOK Nick Junior’s boss on the Truly Novel 35 relevance of the channel. DIGITISATION POV 36 Should They Wait? 38 Brand Endorsement EBELA MARUTI SUZUKI Will Sachin Tendulkar’s Tab Culture Swift Change RADIO CITY retirement from ODIs affect What the Bengali tabloid has The car’s new ad has Christmas Celebration 48 his value? done in three months. youngsters at the wheel.

afaqs! Reporter, January 1-15, 2013 5 IBERRY/SAMSUNG 1(:6%8//(7,1 L%HUU\¶V1HZ7DEOHWV Sponsored by

the price which, at Rs 15990, makes it not just the cheapest but also one of the best equipped tablets with Collectabillia.com> Collectabillia. com, India’s first e commerce website an extremely competi- that offers sports enthusiasts a chance tive price. to collect and own autographed memo- On the camera rabilia of their favorite sportspersons front, it has a 2 meg- was launched recently. The company apixel camera at the aims to cater to the untapped market of back and a VGA cam- sports lovers in India. They sell sports era in the front and merchandise including jerseys and kits a massive 7200 mAH of stars like Yuvraj Singh, Virat Kohli, Saina Nehwal and battery. Sania Mirza, Pele, Wayne Rooney, Steve Gerrard and oth- The second model ers. The website also retails sports equipment, apparels called Auxus CoreX2 and offers an assortment of items that includes jerseys, 3G, comes with tennis, badminton and table tennis equipment. 1.6GHz dual-core processor coupled with 1GB RAM and MARKETING Woodland, a leading outdoor and adventure a 7 inch IPS display Woodland> brand, is co sponsoring the Sunburn festival 2012 in Goa. with 1280x800 pixel Through this partnership, Woodland aims to connect with resolution. the youth and inculcate a sense of environmental concious- It runs on Android ness among them through their social awareness campaign Berry, an Indian The best part is Jellybean 4.1 and is ‘Leave no Trace’. The adventure brand has erected a 25 tablet brand has the price which, priced at Rs 10,990 ft by 25 ft tree at the venue that will engage and educate Ilaunched two new which makes it one of the party goers to ensure that the venue remains clean tablets, one with a dual at Rs 15990, the cheapest 3G tablet and litter free, at the conclusion of the event. The tree will core processor and makes it not just as compared to other showcase various aspects of Woodland’s ProPlanet initia- another one sporting devices available in tives and eco friendly range. a quad core, both the the cheapest but the market, with simi- tablets come with an also one of the lar specifications and inbuilt 3G SIM slot hardware. best equipped HT Media> HT Media recently launched its coffee table for making calls and Auxus CoreX2 3G book on print advertising titled ‘The Magic of Print’ in the browsing Internet. tablets with comes with a front national capital. The book features contributions from prom- The first model an extremely and rear camera and a inent Indian advertising experts like R Balki, Piyush Pandey called Auxus CoreX4 4100mAH battery. and Alyque Padamsee. It includes outstanding print adver- 3G, comes with Quad competitive price. tisements of the last few decades from around the world as core processor and gets well as tips on how to create great print ads. HT Media is a 9.7 inch IPS panel display with one of the leading media houses in the 1024x768 pixel resolution. The tab- country with a presence across print, let gets the Samsung Exynos 4412 radio and online mediums. based 1.6 GHz Quad core processor coupled with 2GB of RAM (which is the same as Samsung Galaxy ZengaTV claims to ZengaTV> ZengaTV recently lauched free app for Note II). have more than Windows 8 users that provides an enhanced second TV This Android 4.0 based tablet has replacement for users. The advanced app offers high defini- an inbuilt 3G SIM slot, GPS,16GB 22 million unique tion viewing and faster in-app browsing for Live TV, movies inbuilt memory, and the best part is visitors every and video on demand sections month along with pause and play features. ZengaTV expects the app to acquire approximately QUOTE OF THE FORTNIGHT 20 million users in 2013. ‘‘Trying to create a premium segment is not easy, one has Hitachi> Hitachi India recently announced its brand cam- to be patient. Sometimes paign ‘Tomorrow Together’ in India through which it aims to promote and reinforce the company’s position as a leader in segments are created over the social innovation business. The campaign will showcase 10-15 years and sometimes how Hitachi’s products and services can solve social issues they get created in 10-15 triggered by the rapid urbanization in India. It showcases Hitachi’s B2B products across a range of business domains months.’’ such as monorails to reduce traffic congestion, air quality RAVI CHOPRA, CHAIRMAN AND MANAGING DIRECTOR, PIAGGIO control systems mainly used in power plants to reduce air VEHICLES, ON THE TWO WHEELER INDUSTRY IN THE ECONOMIC pollution, water treatment plants that help reduce water TIMES. shortage by converting sewage water to re-usable water, etc.

6 afaqs! Reporter, January 1-15, 2013

Malayala Manorama's reach in its market is more than any other Indian newspaper in its respective market. Kerala's No.1 daily registers an impressive reach of 33.6% and towers over the others with the widest and most effective reach. So make sure that your brand makes the most of it.

Times of India - 9.2% (Mumbai)

Eenadu - 8.4% (Andhra Pradesh)

Anandabazar Patrika - 7.9% (West Bengal) Malayala Manorama - 33.6% (Kerala)

Hindustan Times - 12.5% (Delhi)

Daily Thanthi - 12.2% (Tamil Nadu)

Source: IRS 2012 Q2 10TV NEWS 1(:6%8//(7,1 ([SDQGLQJ9LHZHUVKLS Sponsored by eeping in mind the ongoing leveraged to increase awareness. To digitisation, the upcoming establish its connect in villages, the Kfree to air channel in the channel will organise various social Telugu news space, 10TV, has decid- meetings in the villages of AP. ed to extend its reach to the Telugu The Andhra Pradesh mar- Discovery Channel> Jungle Gold, a new reality speaking population beyond the ket has about 18 news channels. series, will make its debut on Discovery Channel in borders of its focus state, Andhra Interestingly, around four of these January. The series, which will air every night at 10 Pradesh (AP). It has expanded its are in non-functional state and about pm, is about rookie American gold miners George distribution to reach six districts of 10 are driven by political parties. In Wright and Scott Lomu, who go bankrupt during the US real Orissa and five bordering districts of this burgeoning market, the channel estate crash in 2008 that spiralled the world into a recession.

MEDIA Karnataka, which have a substantial will be set up with an investment of With their houses and families’ futures on the line, the duo Telugu population. about Rs 100 crore, wherein close head to Ghana hoping to turn make fortunes by mining gold. Available on Hathway, Cinevision to Rs 50 crore has been spent in the and Digicable, the launch phase. The sec- channel is in talks with ond phase will involve HealthKart. HealthKart.com>Close on the heels of launching the a few DTH players, expansion and launch com launched a pharmacy information application, HealthKartPlus, India’s too, to spread its net- of new channels. premier e-health store HealthKart.com recently launched a work. 10TV expects to magazine aimed health magazine aimed at providing high quality consumer 10TV believes that break even in three at providing health information to Indian customers. HealthKart.com has digitisation will bring years. Advertising consumer health taken an innovative route to leave a mark on the industry. in democratisation in is the only revenue It has set up an editorial team in-house and is developing the television business stream of the channel information. proprietary and hence, the car- 10TV has and it plans to launch content on health riage and placement earmarked close with about 20 local issues. fees will not be a large retail brands on-board. amount. The chan- to Rs 4 crore The chan- nel is prepared for an for marketing nel is promoted by Jalsha Movies>STAR India has decided to foray into alphabetical order of in the launch the newly formed the Bengali movie genre with Jalsha Movies. The network channel placement. As company Spoorthi launched the channel mid December, to serve the market a result, strategically, phase. The two- Communications, with movies that range from the latest blockbusters to 10TV will be the first pronged strategy which is driven by classic super hits. The channel has stitched an exclusive channel to appear on its chairman Prof K five-year deal with one of the biggest production houses of the Telugu news genre. will target its Nageswar. A large part West Bengal to source the blockbusters. It has also roped in The channel will be audience as well of the team is from Bengali superstar Dev as the brand ambassador. launched with the tag- as the trade. TV9 and the channel’s line, ‘The 4th Estate CEO, Arun Sagar, with a 6th Sense’, on has been a journalist 9XO> International music channel from 9X Media, 9XO, January 26, 2013. The recent launch for about two decades. The chan- aired a marathon music session called 9XO 12-O-thon in the market was V6, which was nel has also taken on board Aditya mid December. Stretching across 12 days, 9XO 12-O-thon launched in April, 2012. Someshwar Rao, erstwhile market- featured International artists and music from 2012. The 10TV has earmarked close to Rs ing head of V6 News, as head of music session presented songs from 12 categories. The 4 crore for marketing in the launch marketing. channel aired new category everyday with top 12 songs in phase. The two-pronged strategy will 10 TV will compete with chan- each category. A special webpage was also created on the target the prospective audience as nels such as TV9, TV1, ETV2, N 9XO website to promote 9XO 12-O-thon. This page offered well as the trade, including marketers TV, Sakshi TV, T News, Gemini genre wise video playlist. and other broadcasters in the region. News, V6 News, Raj News and Zee 10TV will put up 300 hoardings 24 Ghantalu. across Andhra Pradesh and a few Spoorthi Communications plans With the entire process of FM others in Orissa and Karnataka. Tie to launch two more channels in the The Information FM radio Phase III> radio Phase III auctions getting delayed due to various ups with about five radio channels same market but the genres of these and Broadcasting reasons, the government has decided to give more time in the state and print will also be are not frozen yet. Ministry has to FM Phase II operators to migrate to Phase III. The extended the Information and Broadcasting Ministry has extended the last QUOTE OF THE FORTNIGHT last date of date of signing the Grant of Permission Agreement (GOPA) signing the Grant from December, 2012, to June, 2013. Thus operators ‘‘M&E can, and should, be wanting to migrate to Phase III regime can now execute the of Permission GOPA by the new deadline. Some radio broadcasters say many times bigger, if both Agreement. Bollywood and media get the that it’s a clear indication of auction process being delayed. right policy support. I hope to leverage the FICCI platform to Bloomberg TV >Bloomberg TV recently launched facilitate that. We will work the third season of its reality show, The Assignment. To add freshness, the format has been tweaked to attract with all industry stakeholders new audiences. It expects to attract the youth and the for sustained growth.’’ professionals on Saturday evenings and after- dinner viewing on weekdays, say media experts. UDAY SHANKAR, CEO, STAR INDIA ON BEING APPOINTED AS The show’s expected to improve revenues by over FOTOCORP PRESIDENT, FICCI M&E COMMITTEE IN AFAQS! 20 per cent from the earlier season.

10 afaqs! Reporter, January 1-15, 2013

INTERNATIONAL ADVERTISING ASSOCIATION 1(:6%8//(7,1 7LPH)RU5HZDUGV Sponsored by he International Advertising media have to come together for the Association’s (IAA) India brand’s success, by simultaneously Tchapter has established the honouring all three functional dis- IAA Leadership awards, an annu- ciplines. al event to honour individuals in Srinivasan Swamy, president, Midas Awards> India has bagged two gold Ingots in the fields of marketing, advertising International Advertising Association, the Midas Awards 2012 held in New York. The awards were and media, who have made enor- says, “The IAA Leadership Awards picked up by M&C Saatchi Direct & Digital Communications, mous professional contributions and salutes the brilliance of top profes- Mumbai and Radio Mirchi. M&C Saatchi Direct & Digital delivered business success to their sionals whose contribution makes Communications won a gold for its direct mail campaign companies. our industry what it is. ‘Saptapadi’ for Birla Sun Life Insurance and a silver for The first award cer- These annual awards, Storytelling Kit campaign for Birla Sun Life Mutual Fund. Radio emony will be held over time, will be seen Mirchi clinched a gold under Annual Report category for the in February, 2013 as the most coveted campaign ‘Reimagining Radio’. JWT Mumbai received a Midas in Mumbai. Manish recognition an industry certificate for its work on Birla Sun Life Mutual Fund. Tewari, minister of practitioner will receive state for information for all his hard work and broadcasting, will and leadership quali- >> ACCOUNT MOVEMENT be the chief guest. ties that brought about IAA has roped in success to the product/ > Healthcare services provider Apollo Hospitals Enterprise has appointed to handle the creative mandate for Apollo marketing research brand.” Clayground Communications Cosmetic Clinics, its cosmetic treatment services division, following a multi-agency company A C Nielsen In November last pitch. The forthcoming communication will be divided into phases. Till March 2013 it to execute the nomina- year, on the occasion will be led by print, radio and activation and ADVERTISING tion and voting process, of being unanimously will be scaled up thereafter. Clayground was while Ernst & Young elected as president launched earlier this year by Vandana Katoch, has been appointed to for 2012-13 by the former senior creative director, DDB Mudra audit and validate the participating mem- Group. process. bers at the Annual According to IAA, Swamy: honouring talent General Assembly the winners will be of the India Chapter decided in a two-stage of International > Tribal DDB India has won the digital mandate for selection process; the The Awards Advertising Association, Marico’s Set Wet range of products after a multi-agency pitch. first stage will include intend to Swamy had stated that The Set Wet range includes deodorants, talcum powders, hair nominations and short- India’s $ 5.5 billion gels, hair creams and restyling hair gels. The team plans to celebrate an steer clear of the beaten path of creating Facebook community listing by seasoned advertising industry chats and ‘expert advice’ sections to promote the brand. marketing, media and individual’s will see a double digit Instead, Tribal DDB Mudra plans to come up with something different and big that will advertising profession- innovative growth in 2013. He create relevance for the brand. als; and the second also said that associa- stage will be the final thinking and tions like the IAA play a selection of winners by pivotal role in building performance Fashion and lifestyle retail brand Provogue, a voting process involv- cross-cultural bridges, > excellence. which has been active on the communication ing senior industry and helping ensure a front, particularly in the print medium, will peers. seamless transition of now get aggressive in the digital space. It has The IAA Leadership Awards ideas and interests across the world. brought on board CogMat to handle its social intends to celebrate an individual’s The IAA expects more than 500 media duties. While there was no formal pitch held, CogMat bagged the business innovative thinking and performance senior marketing, advertising and after Provogue reviewed a few other agencies. For CogMat, the win comes close on excellence that lead to outstand- media professionals from all over the the heels of bagging the digital mandate for Quick Heal Technologies. ing success of the product/brand. country to attend the function. The award also indirectly seeks to The IAA is currently associated acknowledge the fact that the disci- with more than 4,000 individual > Electrical products manufacturer Anchor Electricals, which is a 100 per cent plines of marketing, advertising and members in about 70 countries. subsidiary of Panasonic, has awarded its digital duties to Ignitee Digital. This is the brand’s maiden effort to establish presence on the digital and social media platforms. The company, better known as Anchor Panasonic, aims to use this QUOTE OF THE FORTNIGHT medium to cater to the young, tech-savvy audience. Ignitee will, through the online medium, work on positioning it as a young ‘‘The suits must remember and contemporary brand of electrical that they are agents of accessories. the stars, not the stars themselves. It’s like the movie > Beverage brand Orangina has awarded its business. They are talent creative duties to Dentsu Communications and media mandate to Dentsu Media. The brand will managers.’’ target individuals in the age group of 20-29 years, KV SRIDHAR, CCO, LEO BURNETT, INDIAN SUBCONTINENT, ON THE belonging to SEC A, with a focus on cities with 4 million+ population. The media mix LESSONS AGENCIES OUGHT TO LEARN IN 2013, IN BRAND EQUITY. will involve a 360 degree approach including special focus on mobile apps. In India, Orangina will be manufactured by Suntory Narang, a joint venture between Japanese FOTOCORP conglomerate Suntory Group and Mumbai-based Narang Group.

12 afaqs! Reporter, January 1-15, 2013

1(:6$'9(57,6,1* HAPPY CREATIVE SERVICES The Flipkart Agency 2012 was a spectacular year for Kartik Iyer and Praveen Das, co-founders of the Bengaluru-based Happy Creative Services. Their Flipkart campaign became a national hit. By Shibani Gharat

ive years ago when they started the agency, ‘Shopping ka Naya Address’ and the most recent Kartik Iyer and Praveen Das never imagined one, ‘Flipkart it’, have been etched in Fthat they would hit the spotlight quite TV viewers’ minds, owing to the this way. Ten years from now, they see Happy unique approach of using becoming only ‘Happier!’ children to communicate In 2012, Happy Creative Services launched its the ease of shopping on Mumbai office; participated in the Effies for the Flipkart. Today, this client first time and won a gold for its Flipkart campaign; contributes to almost 30 grabbed a silver metal at the AdFest; appointed a per cent of the agency’s COO; launched a Design Cell. What else could a revenue. The agency in start-up agency ask for in a single year? turn, with a strength of around 48 people THE EARLY YEARS (including Mumbai), yer and Das were associate creative directors has about a dozen of Iwith Ogilvy Bangalore, when they first toyed them dedicated to the with the idea of setting up their own agency. In Flipkart account. June 2007, Happy set up its first office in a room One of the most above Das’s mother’s home. The division of work: important aspects Das on art and Iyer on copy, plus they got in an highlighted in the earlier employee to man the studio. Their first account ads of Flipkart is the win - Lee, came within six months of setting shop, ‘cash-on-delivery’ model

Das (left) and Iyer: from Happy to Happier

THE FUTURE appy wants to be a globally recognised Hagency while continuing to be based in Bengaluru. “We draw inspiration from Nirvana Films, who, in spite of staying in Bangalore are following a multi-agency pitch. In fact, the agency one of the top three production houses in the launched Lee’s first multimedia campaign in India. Happy faced scepticism country,” explains Iyer. After Lee, the agency managed to win the Diesel Today, the Mumbai branch of the agency account and later, conceptualised a campaign for from clients and potential has accounts such as Ola Cabs, KyaZoonga.com Incredible India. employees alike. and Eros International. The founders also have a Happy faced scepticism from clients and different point of view about getting new business. potential employees alike. “We were nobodies By getting too competitive, Iyer believes, one can when we started this agency. No one beyond which has helped the e-retailer get around the limit one’s world. “We are judicious with the kind Ogilvy’s Bangalore office knew us. We were not issue of low credit card and net banking market of accounts we sign. It is never about the money, big brands like Aggie (Agnello Dias) or Paddy penetration in India. Several other portals have it is about opportunity to do good work. We do (Santosh Padhi) or Raj Kurup when we started since followed suit. not even participate in pitches, unless invited by a Happy Creative Services,” says Iyer, the CEO. Flipkart’s advertising communication became client,” Iyer adds. The big break came in December 2010, when more focused after Ravi Vora took over the After Flipkart, its other two large accounts are the agency won two accounts, both for e-commerce marketing function in March 2011. Iyer says that innerwear brand Amante and Maiya’s, a processed portals, within a span of 10 days, beating other Arora brought a perspective on how the brand and packaged foods business. agencies in Bengaluru. One was Myntra and the should be built and was clear-headed about what Happy wants to grow with the philosophy- other, Flipkart. Though they lost the former, their he wanted to achieve and how. keep it simple, refreshing and connect with association with Flipkart continues to grow from It has been an exciting year for Flipkart, people. The agency wants to launch many more strength to strength. too. It raised $150 million earlier in 2012 thus brands, something it has been doing since its Its first TV commercial for the e-retailer was an securing its finances for the next couple of inception. elaborate 100-second effort that, rumours say, cost years. The agency is independent but not closed to Rs 6 crore to make. In a fairytale like setting, the Interestingly, Flipkart and Happy share at least becoming part of a network, at a later stage. “As TVC told the story of an old woman, a voracious two coincidences. The e-retailer was also founded of today, we are a debt free, organically invested reader, who lived in a cottage and ordered her daily by two men, Sachin Bansal and Binny Bansal. agency,” he adds. read by clicking on a live mouse. Second, both the client and the agency came into And presumably, happy that way. „ The rest of the ads including, ‘No Kidding’, existence in 2007. [email protected]

14 afaqs! Reporter, January 1-15, 2013

,17(59,(: PIYUSH PANDEY EXECUTIVE CHAIRMAN AND CREATIVE DIRECTOR, OGILVY & MATHER INDIA AND SOUTH ASIA What Makes Ogilvy India Tick?

In the wake of Ogilvy India’s phenomenal performance at the Effies this year, we spoke to Piyush Pandey, the proud captain of this creative ship, about what keeps sailing on merrily, year after year. By Ashwini Gangal

he advertising business in India is as fierce- four years. It’s not true that we walk away with a doubt, I am always available on the phone. ly competitive as anywhere in the world. awards thanks to just one client; it’s always a bou- THow then has Ogilvy managed to stand out quet of clients. Whether it’s Sprite, Hindu, Titan, When it comes to creating winning creative from the rest so conspicuously? How does it man- Cadbury, Vodafone, Fox Crime, Satyameva Jayate work, what advice would you give your peers? age to generate large volumes of excellent creative or Voltas - we have won across clients. And that is Pandey: Each has his own way of leading a team work consistently? The agency’s remarkable win my biggest moment of pride. and I’m nobody to comment on how they run at the Effies, for the fourth time in a row, is only their businesses. more testimony to its creative prowess. afaqs! Is the co-NCD (National Creative Director) All I can say is that whenever you find yourself asked the man at the helm, what exactly makes structure part of your success mantra? Do lacking on the team front, my suggestion would Ogilvy India tick. Excerpts: you feel other agencies that have only one be to bridge that gap and focus on building a team. NCD at the creative helm would do better Make a team with not just two players, but one Allow us to re-visit an oft-asked question. with more? where every player contributes and feels equally What makes Ogilvy India special? How do Pandey: I don’t think there’s a formula to that. enriched with every experience. „ you maintain your creative standards year on If you have more than one NCD, it’s important [email protected] year? that their individual DNAs gel, because thatthat willwill Pandey: Definitely, it’s not just me. Else, I would determine what one plus one will give you.u. If done be superman. It’s a whole lot of people, processes, properly, one plus one equals five; if not, one plus culture that has become larger than the processes. one can give you a half. I’m a fortunate man to Process to us is like brushing our teeth; you don’t have, in my team, the two best creative peoplepeople plan it but you do it every morning, it can be fol- (Abhijit Avasthi and Rajiv Rao) who loveve andand lowed by anybody. It’s what you take the process respect each other. to, that really matters. Ogilvy has such strong creative genes.nes. Do And what is that end? you feel, in the bargain, the other twoo pillars, Pandey: The consumer. If the process leads to planning and servicing, don’t get enough delighting the consumer, only then is it worth it. credit? The No 1 thing for us is that we start life from the Pandey: Winning at the Effies in particularcular is a consumer’s perspective and never from our own whole lot of collective effort from planners,rs, clientclient or our clients’. And it’s this spirit that, by the grace servicing and the back room boys. of God, we’re able to convert into work that the Why do you think six people from OgilvyOgilvy go people and clients love. up on stage to receive the award, each time?me? At the Effies, every award was received by at leastast one Over the years, we’ve observed that winning planner along with the team. awards boils down to those two or three big- ticket clients, work for whom rakes in the It is said that just being in a room withth trophies. Does this create a skewed sense of you helps young creative guys crackk how good Ogilvy India is? ideas. How much time do you spendd Pandey: You could not be more wrong. We had with your creative teams? made 50 entries (at the Effies 2012), of which 31 Pandey: In a large agency like this, oper-- got shortlisted. And if you look at all the winners, ating from six offices, the ‘presence in thee you will see the width of clients that we’ve won room’ thing is not always possible. I’mm for. This is true not just this year, but over the last not omnipresent but whenever they havee

“The No 1 thing for us is that we start life from the consumer’s perspective and never from our own or our clients’”

16 afaqs! Reporter, January 1-15, 2013

1(:6$'9(57,6,1* STOP NOT Loud and Clear The latest campaign by Meridian Communications for Stop Not Disks displays the super-crunchiness of the snack through bizarre and humorous incidents. By Shibani Gharat

erfetti Van Melle India’s snack brand, Stop Not has launched a new campaign for its Platest offering in the snacks category, ‘Stop Not Disks’, woven around the product’s attribute of being super crunchy. Currently, two TVCs are being aired across all major channels. One of them features an athlete who is about to dive into the pool but gets distracted by the sound of a man munching Stop Not Disks in the audience. The second situation features a family spending a lazy Sunday afternoon

We wanted to send out a unique Ramesh Jayaraman, managing director, Perfetti commercials, Kurkure’s ‘Kya family hai?!’ and singular message Van Melle India is of the opinion that the TVC ‘Tedha hai par mera hai’, or the latest ads for Parle in a memorable will catch on with the youth because it is high on Wafers, almost all snack brands have tried to tickle enjoyment and humour. Apart from the TVC, the the funny bone. Lay’s has had its share, too, with way. campaign will be rolled out on the digital medium. subtle humour used in ads featuring Saif Ali Khan ANURAAG Point-of-sale promotions will also be an important or even the ads produced for IPL series. KHANDELWAL component of the mix. Khandelwal believes that given the nature of The earlier offering from the brand, Stop Not the snacking category, exaggerated humour and Golz, had a female face on the packaging. Stop whackiness distinguish a brand as cool and fun. together at a park, when a boy in the park bites into Not Disks has a male face. The TVC demonstrates his Stop Not Disks. The loud crunch distracts the only one product attribute, that of being crunchy, NO BITE? father, who misses catching his son as he jumps off which is almost generic to fried-packaged snacks. ishnu Srivatsav, executive creative director, a tree. Both carry the message, ‘Ekdum Bajedar’. How then, does it plan to create differentiation? VGrey India feels that the brand broke clutter The campaign is created by Meridian Khandelwal explains that ‘taste’ is a given in this in a crowded snacks category with the ‘Soldier’ Communications, directed by Prashant Issar and category. “We wanted to send out a unique yet ad. “But this one I’m afraid is not that memorable produced by Tubelight Films. singular message in a memorable way. Too many and likeable.” Srivatsav adds that as long as one is Anuraag Khandelwal, executive creative director things communicated in one spot do not really different within the space, it’s fine. and creative head, Meridian Communications register.” Says Sambit Mohanty, executive creative says, the aim was to communicate that Stop Not director, McCann Delhi, “What worked for Bingo Disks is very crunchy and hence, an extremely HUMOUR: A STAPLE DIET? isn’t quite cutting it for Stop Not, least of all a loud snack. “The crunchiness and the situations early all major brands in the snacking category weak product story of being ‘crunchy’- really, what that arise as a consequence, add to the fun of Nhave resorted to over-the-top humour in snack isn’t?” he asks. „ consuming it,” he adds. their advertising. Whether it is the comical Bingo [email protected]

OLX.IN Saatchi. The TVC starts with the prospective tenants, a three-member family, checking out a house which Dwelling on Desire apparently perfectly matches their requirements. The owners, too, are OLX.in’s new television commercial tries to assure happy as they have been looking to viewers that what they see on the website is what let out the house to a small family. When it comes to finalising the rent, they will get. By Rashmi Menon the house owner says ‘wohi pacchis hazaar’ (the same Rs 25,000). A ouse hunting is a serious voiceover then states ‘wohi milega and often frustrating joh mann me hai’ (you will get what Hbusiness punctuated by your heart desires). The TVC targets many punctured hopes. Free online urban, affluent, middle and upper classifieds website, OLX.in’s new middle class consumers. television commercial (TVC) brings Ramanuj Shastry, chief creative out this sentiment and attempts to officer, Saatchi & Saatchi India translate the portal’s tagline, ‘Where says that the campaign’s idea is to buyers meet sellers’. emphasise the core philosophy of The campaign has been conceptualised by Saatchi & FRQWLQXHGRQSDJH>>

18 afaqs! Reporter, January 1-15, 2013

1(:6$'9(57,6,1* SUNRISERS 5 am and 7 am. It was a challenge for the post production team to put the look together using a combination of natural and studio light. The soundtrack is an all-music one. The chant At the Crack of Dawn has been created by the band Swarathma. Senthil Kumar, national creative director, JWT India, calls Conceptualised and executed by JWT Chennai, camapaign’s Phase this music a jugalbandi (healthy blend) between the musical instruments and the din of a cricket crazy I comprises a brand film titled Chanthem. By Ashwini Gangal crowd in an IPL stadium. “We may have lyrics as we go ahead; ew IPL entrant and promoter of the re-establish ourselves in this market. this is just a trailer,” he says. The aim Hyderabad IPL franchise Sun Group We’re trying to put brand SunRisers is to get fans to chant this track in the Nhas rolled out a campaign to foster forward as a new force as far as the stadium during SunRisers’ matches. engagement around its christened team, SunRisers. IPL is concerned.” JWT has also designed the team logo, The team is so called because it symbolises the The communication has at its coree an image of a soaring eagle against, almost birth of a new life and ray of hope. Allegorical, since mergingme into, the backdrop of a rising sun. the events that led to the Sun Group’s ownership of Red, orange and yellow hues dominate the art. the Hyderabad franchise were riddled in darkness. The image reflects virtues such as valour, chivalry, A few months ago, the Sun TV Network won endurance, independence and fearlessness (the the auction for the Hyderabad franchise, which eagle) as well as energy and radiance (the sun). earlier belonged to Deccan Chronicle Holdings The campaign’s latter phases will be digital- (DCHL). DCHL, which owned the local team heavy to engage fans belonging to SEC A and B. Deccan Chargers, lost the franchise unable to While television will work to generate OTS and meet the financial commitments. hype, digital will play a key role in generating Now, the recently appointed brand custodian engagement with the young target group. (JWT India) is faced with the challenge of engaging The online and social media duties for brand the right audiences through the current campaign, SunRisers is with Hungama Digital Services, the first phase of which is currently visible. It is the digital and promotions marketing division of noteworthy that the set of fans that supported Hungama Digital Media Entertainment, recently Deccan Chargers is acquired by JWT. The team jersey will be launched still around. So, is this a brand film titled closer to the IPL season. communication targeted ‘Chanthem’. The specifically at these fans? video starts with shots BEAMING IDEA? While speaking of players working s far as the brilliance of this campaign goes, to afaqs! Reporter, out and practicing at Aindustry experts opt for the middle path. Bobby Pawar, chief the crack of dawn, While Mukund Sharma, executive creative creative officer and and then moves to director, Bates CHI & Partners, feels the use managing partner, JWT the cricket stadium. of silhouettes sure does justice to the name India, stated, “We have The picturisation ‘SunRisers’, he finds the name itself “odd”. “It’s to carry a bit of the quite literally revolves nicely shot for sure, but nothing new. And the Deccan Chargers spirit, around the brand name all-music format works. You don’t have to have build it and shape it for as almost every shot has dialogues,” he says. Nevertheless, the super, “’Rise the better. It is not that (From left) Pawar and Kumar on Chanthem an image of the rising to every challenge’ is hardly inspiring, he adds. we are from scratch.” sun in it. The players For Kapil Mishra, executive creative director, Taking the answer forward, M L Raghavan, appear only as silhouettes all through the film. Law & Kenneth, both, the film, and the visual vice-president and general manager, JWT Chennai, The words ‘Rise up to every challenge’ appear as a identity it creates for the brand, work. But the says, “SunRisers has nothing to do with (Deccan) super on the screen towards the end. brand, that has taken the literal route, may Chargers. Having said that, I add - yes, to a great Apparently, it took four days to create the have benefitted by some sort of metaphorical extent we will be talking to the current fans of film. It was shot during what the team calls the interpretation of the word ‘SunRisers’. „ the Hyderabad team. We will have to go out and ‘morning magic light hours’, that is, between [email protected]

<< FRQWLQXHGIURPSDJH rental amount, which is a ‘wonder deals on products. of wonders’. “While we didn’t want to alienate the brokers, the whole REALTY CHECK? Dwelling on Desire premise was that house owners hiren Amin, group planning usually do not exaggerate about the Ddirector, McCann Erickson, the brand, ‘What you see is what you house, brokers do. Therefore, in the opines that the problem with get’. “People are used to seeing real absence of middle men, the chances focusing on real estate is that a viewer estate ads showing something totally of finding what you want are higher immediately thinks the website only different from the actual property. on OLX,” he explains. deals with real estate, when that is So, when you get something that is OLX seems to be on a not the case. Talha Bin Mohsin, promised, you are almost in a state of communication overdrive, executive creative director, DDB shock. This is what we have captured considering its recent ‘Badi badi Mudra believes that though the ad in the ad, when buyers/tenants batein’ campaign that focused on conveys the message, it falls short actually find a property as it appeared of the earlier ‘Bech de’ campaign. on the website,” he explains. Shastry: Bringing reality in real estate “The ‘Bech de’ campaign had a Shastry adds that the rent part On Olx.in, quirk, a hook to it that stuck with was an additional creative that the what you see is the website’s wide platform. Before the viewers which is missing in this agency included in the ad, to indicate that, it had launched the ‘Bech de’ one,” Mohsin says. „ how both the parties agree to the what you get. campaign that highlighted great [email protected]

20 afaqs! Reporter, January 1-15, 2013

1(:6$'9(57,6,1* MARUTI SUZUKI TIMES OF INDIA Swift Change Bringing the The latest campaign of Maruti Suzuki Swift has a surprisingly Newspaper ‘Alive’ young bunch at the wheel. What gives? By Rashmi Menon The app launched by the TOI Group marks its foray into augmented reality. News Bureau

s digital becomes mainline, companies are trying novel ways to exploit the medium and Aincrease consumer engagement. On its part, The Times of India (TOI) has launched its first aug- mented reality service with an app called ‘Alive’. Even on the app’s soft launch on Sunday, it purportedly witnessed 2,50,000 downloads leading to 3,00,000 aug- mentation views on a single day. Satyan Gajwani, chief executive officer, Times Internet, says, “The idea is to bridge the gap between offline and online worlds. Since most people are still comfortable interacting with the mediums they are used to, like the newspaper, we want to make the group of young boys and that the brand cuts across medium more interactive and bring higher value to our girls look thrilled at driving age groups, for it, ‘young’ readers.” The app is available for free download. Once A a car, as if it’s some roller- is defined as the age group downloaded, a user can use it to scan across any arti- coaster ride. The youngsters seem of 21-34 years, who might impressed by the car’s speed and have secured their first job manoeuvrability. And, the peppy or who enjoy life to the background song, ‘Swift and fullest. Shout’, adds to the excitement that Discounting the high portrays the quality of the Maruti price factor, Handa says Suzuki Swift in its new television that while Swift is not commercial (TVC). Titled ‘We the cheapest option when the Swift’, the campaign has been buying a first car, it is also conceptualised by Publicis Capital not exorbitantly priced and the TVC is shot by Keroscene either “India is growing Films. younger and being a young One of the highest selling Misra: capturing youthful spirit country, it makes sense models from the Maruti stable, to target the youth. Also, the advertising for Swift - as the name suggests consumers are jumping categories today. They - has been essentially want cars that reflect their personality and they about the joy of speed. have the finances available. People who own Unveiled in India in Swift have an instant connect with other Swift 2005, the characters owners. So, it was a conscious decision to show Gajwani: bridging the online-offline gap portrayed in the the youth,” Handa says. advertising were of all Agreeing with him, Hemant Misra, CEO, cle with the Alive icon on it in the newspaper for the ages. However, since Publicis Capital says,”The campaign captures related video. Alive searches for the video in the TOI its re-launch last year the youthful spirit.” servers and plays it on the phone. The streaming of the in the price range of This is the brand’s second campaign since video, of course, attracts data charges. The technology Rs 4.22-6.38 lakh, its its re-launch last year. While Maruti Suzuki has been built and designed by Times Internet in part- communication has has not decided on its duration, it is working to nership with Adstuck Consulting. featured a distinctly extend the ‘We the Swift’ slogan on the digital “We sync up our editorial teams across every younger age group. platform. „ medium in the Times Group, to identify the biggest In the current TVC, the people filling up [email protected] potential cases where an augmentation would add the Swift are so young that they could be value. We then produce exclusive content which fea- from college. Is this a case of usingusing teenagers’teenagers’ turestures in Alive and ddevelop the call-to-action within the pester power to veer theirr parents’parents’ choice ofof paper.paper. ByBy evening, our tech team, print team and Alive car towards Swift? Apparently,ently, we had got productionproduction team finishfin their deliverables, and integrate it totally wrong. Maruti SuzukiSuzuki says that themthem for the next day’sd paper,” explains Gajwani. instead of its least expensivee models, InIn a statement,statement Vineet Jain, managing director, it is pushing Swift as a first carcar for BCCL,BCCL, says, “We are excited to bring a new level of young adults. interactivity to thethe newspaper every day, and there is Sanjeev Handa, generaleneral moremore to come in the coming weeks.” Currently, manager, marketing, Marutiaruti thethe groupgroup hasha integrated the application with Suzuki India, says that Swiftwift TOI,TOI, BombayBombay Times and Delhi Times. It plans to has always been positioneded integrateintegrate it withwit The Economic Times, along with for the young and young att severalseveral languagelangua editions. „ heart. While Handa insists [email protected]

22 afaqs! Reporter, January 1-15,1--11515,, 20220130 131 3

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

SUNFEAST DARK FANTASY CADBURY GEMS FEVISTIK ITC Foods has unveiled a new TVC for Sunfeast Dark Cadbury has launched a new TV commercial for its Gems Fevistik’s TVC aims to establish its position as the original Fantasy Chocolate and Vanilla cream biscuits, with a new Surprise packs with toys inside, extending the brand’s glue stick in a market flooded with duplicates. The campaign theme ‘How far will you go for a Dark Fantasy?’ proposition of ‘Raho umarless’. comprises of two TVCs. Creative Agency: Ogilvy India Creative Agency: Draftfcb Ulka, Bangalore National Creative Director: Abhijit Avasthi Creative Agency: Ogilvy India Creative Team: Dharmesh Shah Group Creative Directors: Manoj Shetty, Vijay Creative Team: Abhijit Avasthi, Ashish Naik, Anurag Servicing Team: Vignesh Babu & Morarji Anand Sawant. Agnihotri, Tejul sawant, Mathanki Kodavasal , Saurabh Dixit Agency Producers: Alpa Jobalia, Mazhar Khan Director: Ayappa Production House: Corcoise Films Production House: Ginger Water Films, Zap Producer: Anand Menon, Amarjeet Phukhan Director: Vinay Pradhan PRINT AXIS BANK ENO The ad features The ad harps on several pop-up how one can miss messages along out on special with ‘Buy’, ‘Sell’ and moments in life due ‘Switch’ buttons. to the discomfort The message that caused by acidity, the ad intends to through the imagery communicate is that of a groom who too much information leaves his own is dangerous, while wedding when attempting to direct acidity strikes him. THE TIMES OF INDIA the readers to This print ad was released as part of The Times of India’s axisdirect.in which ‘Aman Ki Asha’ initiative, created to build a strong bond gives them to the point with the neighbouring country Pakistan. This specific ad advise. was released ahead of the India-Pakistan series. Creative Agency: Creative Agency: Lowe Lintas & Partners Ogilvy India Creative Agency: Taproot India National Creative Directors: Arun Iyer & Ameer National Creative Directors: Abhijit Avasthi & Chief Creative Officers: Agnello Dias & Santosh Padhi Jaleel Rajiv Rao OOH DIGITAL

STAR PLUS HOT WHEELS ALLEN SOLLY Star India’s Hindi entertainment channel Star Plus has Hot Wheels came up with an innovative campaign where The agency invited Allen Solly’s Facebook fans to, what it launched an extensive out of home campaign for the 5th they used banged toy cars, attached them to key rings billed as, ‘India’s first Tweeple-powered billboard’. season of Nach Baliye which went on air on December 29. and distributed them to visitors outside a pub in Mumbai, The campaign features the real life couples who are also to promote the ‘Don’t Drink and Drive’ message. participants on the show. Client: Madura Garments Agency: Ogilvy & Mather Bengaluru Agency: Mudra Max Agency: Ogilvy Creative Team: Joono Simon, SV Ramanan, N Ajesh, Exposure: Mumbai and Delhi City: Mumbai Tara Dsouza, Aneesh Kumar, Sushmitha Sankar

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

24 afaqs! Reporter, January 1-15, 2013 TIMES INTERNET ‘Interest’ing Initiative itimes.com, which was a general social networking site, has now shifted its focus towards interest based networking. News Bureau

imes Internet has re-vamped its social networking site, Titimes, into an interest-based network, which allows users to cre- ate their own interests and follow others’ interests too. Once the user logs in to the website and creates an ID, he can start posting interests, initiate discussions, post pictures, blogs, videos and keep track of events related to his interests. Developed by the in-house team of Times Internet, the concept of the network revolves around the fact that topics are more important than the people who post them. Archana Vohra, business head, Times Internet, says, “We needed to consist- of an interest they company launched its first aug- ently engage with initiated on itimes,” mented reality app called ‘Alive’, our consumers but Vohra explains. which supposedly saw more than in the right way. Times Internet 2,50,000 downloads on the day of Since there is a lot needs a couple of its launch. of stickiness possible weeks to settle down, Satyan Gajwani, CEO, Times on the content side, before beginning to Internet, says, “Times Internet we wanted to create promote the website, has over 32 million visitors every something where the Vohra: bound by interests for which the group month, who interact with our var- driving point of our has charted a huge ied content offerings. itimes.com network is not the user but the marketing plan. is oriented around building com- content.” Speaking on how itimes.com munities around the topics people Currently, itimes.com has more will be different from Twitter and care to read about. It’s an interesting than 5,000 interest topics, such as Facebook, Vohra says, “Unlike proposition and we hope that it will passions, celebrities, sports, places, Twitter, which has a more dis- engage users and help create and and campaigns. A large number of covery-oriented approach, and curate relevant content.” people are already active on it. Facebook, where people see pho- Times Internet is the digital net- The network operates on a tos and posts but do not consume work of the Times of India Group strong algorithm that decides who information, itimes will be able and was launched in 1999. It oper- owns the interest. to connect people, from different ates a portfolio of web and mobile “The algorithm maps the com- walks of life, who have similar inter- properties that engage millions of ments and posts on a specific interest ests. itimes will act like a common users globally, through mobile value and after calculating its relevance, platform for them.” added services, e-commerce, email, allows ownership of the interest to This is the second launch from blogs, music, video, and location- a person. Depending on the quality the Times Internet stable within based services. „ of posts, people can lose ownership a week. On December 16, the [email protected]

Stories featured on this page highlight innovative marketing techniques using various media vehicles like print, digital and out-of-home.

AGENCY EMPLOYEES COMMITMENT FACTOR (Listed alphabetically)

LASTING BOND COLVYN HARRIS What makes some employees stay loyal to an agency for years ARVIND SHARMA CEO, South Asia and years? By Ashwini Gangal Chairman and CEO, Indian JWT subcontinent Years: 33 Leo Burnett Years: 29

ecently, following the termination of a he works on. It’s the lure of fresher, not bigger rigorous creative pitch, I called my contact accounts, across newer product categories that Rat the losing agency to give him my ‘tough tempt a creative director to travel. ‘You don’t quit luck-maybe next time’ pep talk but the cheer in his jobs, you quit ccounts’ would seem a good adage voice took me by surprise. But it didn’t surprise for creative movements. me in the least when I learnt that he’d moved on And lastly, as the cliché goes, creative folk are to a rival agency in less than a year. inherently more fickle and restless and seem to This little incident did make me take a tire faster than non-creative people. Also, it’s the KV SRIDHAR moment to think about those who have stayed intense, personal nature of the job that fast tracks HARESH MOORJANI CCO, Indian subcontinent put at one single agency for years, sometimes even their burnout at a particular place. “With each ad, Group CD Leo Burnett decades. Even if one excludes family successors a part of you goes into the product,” confesses Draftfcb Ulka Years: 9.5 Years: 16 like Srinivasan Swamy of RK Swamy or creative Malvika Mehra, national creative director, Grey. stalwarts like R Balki (Lowe) and Piyush Pandey (Ogilvy), who went on to become synonymous TAKE ROOT, BEAR FRUIT with their respective agencies, the list is still quite n times where job hopping is rampant, curiosity long (see box: Commitment Factor). What makes Iabout the nature of the glue that holds certain these people one-agency men and women? agency employees back for amazingly long stretches of time is high. So what is it? THE WILD YEARS efore exploring what loyalty entails, it is Bpertinent to take a look at why most agency People are familiar employees tend to be footloose, particularly those with the advantages of from the creative side. KAMATH MADHUKAR There are several reasons why art and copy MADHUKAR SABNAVIS employees tend to hop jobs faster than their moving to a new job; the CEO and MD Country Head, discovery Mudra Group and planning planning and servicing counterparts. Firstly, for pros of staying put are Years: 9.5 a creative employee, especially during the first Ogilvy Years: 24 decade of the career, ‘doing the agency rounds’ many as well. is actually recommended. It is said that they get exposure to different schools of thought - the Piyush approach, the Prasoon touch or the Balki For one, it does bring the opportunity to way of thinking - and are better placed to mould become the face of a brand or a set of brands their own creative style. much faster than others. As Haresh Moorjani, Says Ashish Khazanchi, national creative group creative director, Draftfcb Ulka, puts it, “It director and vice-chairperson, Publicis Ambience, works both ways. Yes, acquiring experience over “It’s a great idea to move around and get exposed a variety of clients and products does help but to different influences and not just get fed in one again, so does cutting your teeth on a particular way of working.” When he moved from Ogilvy brand because building that brand and making it NITESH TIWARI to McCann, Khazanchi claims to have ‘dropped famous helps you by virtue of association.” He NIRVIK SINGH CCO India the Piyush Pandey school’ and ‘moved on to the has been working on - and specialising in - the Chairman and CEO, APAC Leo Burnett Santosh Desai perspective’, a change that helped Amul account (amongst others like TCS, ITC and Grey Group Years: 9 Years: 23 round his creative signature. Indian Oil) for 16 years now. The planning discipline also has these schools Manoj Shetty, group creative director, Ogilvy, (McCann, thanks to Santosh Desai, follows a who has been specialising in the Cadbury business more people-led, cultural, sociological planning for 15 years, claims that this prolonged experience system while JWT believes in more client-dictated, helps him stay truthful to every script he pens business-led planning), but it is seldom the cause down for the brand as the ads he creates reflect the for hopping. The discipline itself is relatively young feelings and aspirations the consumer already has and the sphere of influence given to planners is not for the brand. This, he explains, is important for uniform across agencies yet for it to play such a big brand differentiation. role in a planner’s decision to move. Another advantage of staying with a single Secondly, a creative employee’s fortunes are agency and, consequently, one brand is that, often, almost entirely tied to the ‘Sensex’ of the accounts the employee has more knowledge about the brand SENTHIL KUMAR ROHIT SRIVASTAVA NCD National head, strategic JWT planning afaqs! Reporter, January 1-15, 2013 Years: 12 28 Contract Advertising Years: 23 &29(56725<

than the seniormost person on the brand marketing look at accounts from Ogilvy Colombo. He also team. Besides sinking his teeth into Cadbury (no works on key regional brands like Pond’s from pun intended), Shetty has simultaneously been time to time. developing his distinct creative voice for brands Madhu Noorani, president, creative, Lowe like Castrol (seven years) and Bajaj (10 years). Lintas and Partners, had spread her wings from Loyalists have the foresight that allows them Lowe Mumbai to Lowe Chennai quite early in to see that chasing bigger brands and doing racy the day. But it was only around seven to eight creatives can improve their portfolio and may years into her tenure when the international gates even fetch more awards, but in the long run opened up. It started with a three-month spell one has to slow down and subscribe to the at Lowe Djakarta (J&J account) after which, she philosophy of one agency or another. Only some became a regular participant in Lowe’s international DEEPA GEETHAKRISHNAN FALI VAKEEL realise the importance of heading towards a point workshops. These were brainstorming sessions, President, creative Vice chairperson where it’s the professional’s turn to influence the where creative talent from all over would come Lowe Lintas and Partners Lowe Lintas and Partners agency. “By staying loyal, you are able to have a and ideate on the agency’s global accounts. Years: 19 Years: 21 more characteristic approach to your work and a Noorani started doing one-off projects for stronger signature, which develops along the long brands like Signal Toothpaste (which is what journey at an agency,” says Deepa Geethakrishnan, Pepsodent is called in Europe) and Clear Shampoo president, creative, Lowe Lintas and Partners. (Bangkok) and soon found herself in the middle Another commonality is the periodic change of “this big global scene”. “Whenever I thought of some sort that kept their mandates fresh for ‘Oh God, now I need to think of something years, especially during the initial chunk of their else’, something great came along,” she recalls. long stints. Whether it was a new platter of brands Today, she is the global creative head on Clear to work on every now and then, a revamped job Shampoo (Singapore-based, where she spends two description, the intermittent introduction of a weeks each month) and Pureit (in India) accounts. different set of teams to work with, newer roles Her job involves working with creative teams to step into or even the chance to experiment, across markets such as Colombia, Uruguay, Brazil, MG PARAMESWARAN those who stayed had the satisfaction of hitting China, Turkey, Bangladesh and Pakistan. Executive director and CEO, MADHU NOORANI Mumbai Group President, creative the refresh button regularly, while retaining the While at first glance this may look like a ‘large Draftfcb Ulka Lowe Lintas and Partners comfort of their old jobs. agency phenomenon’ (and there’s no denying that Years: 24 Years: 24 the stickiness does tend to be high in large setups) THE RIGHT STIMULUS that gave these professionals the opportunity to onsider the career of Swati Bhattacharya, taste what only a job switch could offer, in reality Cnational creative director, JWT, who has it’s more layered than just this. been with the agency for 20 years. During her Rohit Srivastava has been with Contract first decade at JWT, she worked across brands Advertising for 23 years. And, whenever he felt and teams including Pepsi, Sunrise Coffee, ITC, that “there was something else I’d rather be doing”, 7UP, Hero Cycles. “If I look back at the number the agency channelised his restlessness - whether of brands I handled in my first 10 years at JWT, I it was allowing him to switch disciplines (servicing realise I would have had to change agencies every to planning) within the first few years of joining or two years to get that kind of exposure,” admits regularly exploring new avenues thereafter, doing Bhattacharya, who ‘settled down’ to focus on far overseas projects or setting up a strategic planning MANOJ SHETTY Group CD NAKUL CHOPRA fewer clients (GSK, Apollo Munich) in her later unit (Core Consulting). Ogilvy India CEO, South Asia years at the agency. “It’s more about the culture of a place. I could Years: 15 Publicis Communications For many others, this stimulation came in have easily had a boss who said, ‘Don’t waste your Years: 16.5 the form of newer geographies, both local and time, just focus on your basic work’ in which case international. For instance, Ogilvy’s executive I’d have been forced to look elsewhere,” he adds. creative director Chattopadhyay did a six-month Others who stayed on for long at Contract include stint in Sri Lanka (in 1998-99) and continues to Ravi Deshpande (13 years for his first stint, now ‘PLANNING’ TO STAY or planners, the loyalty game involves a unique set of considerations. When it comes to chasing after brands, Funlike creative professionals, who are largely product category-agnostic, planners tend to be more category- sensitive. ‘‘Creative people try and work on as many brands as possible, across categories but planners are experts and seek expertise in few select categories,’’ explains Sagar Mahabaleshwarkar, national creative R GOWTHAMAN director, Bates. CEO, South and South East RAJIV RAO NCD So while a creative person is out for width, a planner’s goal is depth. Even on the hiring front, a completely Asia fresh creative mind (one that hasn’t ideated on that particular product segment before) is valued but planners Ogilvy India Mindshare often face the question, ‘Do you have relevant (read category) experience?’ ‘‘This reduces planners’ temptation Years: 12 Years: 14 to get lured by any and every new brand out there and consequently increases their longevity at an agency,’’ says Mahabaleshwarkar. A second area of expertise a planner seeks to conquer is linked to consumer demographics. ‘‘It’s not always category expertise that adds to a planner’s premium. It’s also in-depth knowledge of specific audience segments,’’ says Jitender Dabas, executive vice-president, planning, McCann Erickson. At the end of the day, a planner is a consumer advocate, a large part of whose expertise comes from how well he knows his target audience. So if a planner has worked across brands or categories that cater to the same consumer segment, he is on his way to becoming an expert in that TG. For example, if a planner has worked across brands like Nokia, Pepsi, Nike and Fastrack, he becomes a youth (16-19 years) expert. However, as Dheeraj Sinha, head, planning, Grey India, South and Southeast Asia, points out, ‘‘It is also true that young planners see such ‘micro-profiling’ as a somewhat limiting way of working and are going the ‘creative way’ as far as variety-seeking behaviour goes.’’ SUMANTO CHATTOPADHYAY SWATI BHATTACHARYA ECD NCD Ogilvy India JWT Years: 20 Years: 20 afaqs! Reporter, January 1-15, 2013 29 &29(56725<

AFTER A LONG INNINGS later, Singapore. And the mandate to mentor his peers in other markets like West Asia and Mexico. In media agencies, new roles are crucial. “A media agency guy’s functional, learning and managerial bandwidth grows only with each role change. As long as that is happening, people stay on,” says Kiran. Moreover, media agencies unlike creative agencies, are not personality driven and the working styles are not influenced by the leader’s own style. Individual portfolios are not important DHUNJI WADIA JUDE FERNANDES LYNN DE SOUZA MALVIKA MEHRA because the final product can’t be attributed to one Previously: Sr VP & Previously: CEO (Mudra Previously: Chairman and Previously: RCD, Ogilvy person. Each planner or buyer’s subjectivity is no Managing Partner, JWT India) & ED (Mudra Group) CEO, Lintas Media Group Years: 16 more than 10-20 per cent. The rest is data-driven. Years: 18 Years: 19 Years: 17 Currently: NCD, Grey All this reduces the temptation of moving, barring Currently: President, Currently: Corporate Currently: Entrepreneur the chance of a superior role elsewhere. Is it then t r EverestEveres Brand Solutions Advisor,Adviso Law & Kenneth easier to hold back servicing professionals?

DEMAND AND SUPPLY ccording to Rohit Ohri, executive chairman, ADentsu India Group, agencies usually have an answer when account executives get bored and say ‘What next?’ because it’s relatively easy to intervene and offer more. Contract’s Srivastava concurs, “A new brand is the maximum an agency

PRANESH MISRA PUNITHA ARUMUGAM RAJ NAIR RAVI KIRAN Previously: Global director, Previously: Group CEO, Previously: RCD, Contract Previously: CEO, Starcom Lowe Lintas Madison Media Advertising MediaVest Group Media agencies unlike Years: 31 Years: 13 Years: 17 years Years: 12 years Currently: Chairman & MD, Currently: Director, agency Currently: CCO, BMB India Currently: Entrepreneur creative agencies, are not Brandscapes Worldwide business, Google STEADFAST personality driven and the working styles are not llow us to present to you the curious case Aof Savio Sequeira. He has been servicing the influenced by the leader. Colgate account for 18 years, across markets and even agencies. can do for a creative guy.” Perhaps today an agency Sequeira, who has been acknowledged by may be able to move a creative person into a Colgate as a ‘Valued Agency Partner’, began design function or a digital function. But these are servicing the account in 1994 as an account director options that have come only recently. at Rediffusion-Y&R Mumbai. He soon took charge An alternative theory to explain why attrition ROHIT OHRI SUDHA NATRAJAN of the entire Colgate Previously: Sr VP & Managing Previously: CEO, Lintas rates are higher for creative people rests on the Partner, JWT Initiative Media oral and personal care portfolio. In 1998, the demand-supply model. On the business side, Years: 21 Years: 17 there exists a more organised funnel of supply Currently: Executive Currently: Entrepreneur Colgate account took chairman, Dentsu India Group Sequeira from Mumbai - MBA institutes, other agencies, client teams, to Bucharest, then research agencies and consultancies - that arm Warsaw (2000) and potential candidates with the required skill sets. eight years and counting in his second), Umesh France (2004), by which Says Srivastava, “An agency looking for Shrikhande (stretches of nine and seven years) and time, he was regional a copywriter or art director doesn’t have 500 Raj Nair (17 years before he quit to join BMB). account director, ‘creative schools’ to choose from.” They are, Colgate International therefore, wooed with that much more aggression, EXCHANGING VOWS SAVIO SEQUEIRA Team, Europe. right at entry level and at other levels later on. rivastava’s case shows that an employee’s loyalty Between 2006 and Burnett’s K V Sridhar has another theory. “Till Sto an agency is a function of the agency’s loyalty 2010, Sequeira was in Hong Kong, where he worked the 1990s, creative guys had no say or freedom of to the employee. “After a point, one of the main on expanding Colgate’s oral care portfolio in one of putting forward their philosophy about how the things that urges them to move is lack of adequate its fastest growing regional markets. Then, in 2010- brand or the organisation should be run,” explains encouragement and stimulation from the agency’s 11, when WPP decided to move the Colgate business Pops, who is the chief creative officer, Indian end,” says the head of HR at a leading ad agency out of Rediffusion-Y&R and set up ‘Team Colgate’ in subcontinent, Leo Burnett. According to him it in Mumbai. Bates India, he followed the account to Bates and was this lack of freedom and power that turned This ‘loyalty’ or intervention on the part of moved back to Mumbai to continue servicing it as creative directors into frustrated agency hoppers. the agency tends to vary depending on two main managing director, Team Colgate, Bates Asia. “But today, a creative guy’s judgment is more factors: the type of agency and the type of function. Is it natural for a servicing guy to face a loyalty respected and he doesn’t necessarily report to a dilemma when his longstanding, pet account moves Media agencies tend to work hard towards suit. Arvind Sharma (chairman and CEO, Indian out of the agency? ‘‘Absolutely,’’ says Sequeira, ‘‘If keeping high-functioning employees adequately subcontinent) and I are equal ‘co-owners’ at due to some global alignment the account decides to stimulated. Starcom MediaVest Group kept its move and if you’re a key partner to the client, they Burnett,” he points out. He foresees a time not former CEO Ravi Kiran motivated by giving him will ask for you to move to the new agency.’’ far from today, when creative folk will have much 11 different roles to execute across his 12-year The only time he didn’t work on Colgate was in more ‘power’, and fewer reasons to move. span at the agency. “Had they not given me 2002 (in Singapore), when his job involved developing If Pops’ prediction doesn’t come true, the those new roles every 15-18 months (something key Y&R businesses in the APAC region. How did loyalists profiled here - deemed by Gen-Y as he terms ‘reasonably regularly’) I wouldn’t have that work out for him? ‘‘I was miserable without anachronisms – could become the last remnants of stayed for so long,” he admits, referring to his pan- it. Within a year-and-a-half, I went right back to an era long gone. „ India roles across Mumbai, Bengaluru, Delhi and, servicing this account,’’ he answers with candour. [email protected]

30 afaqs! Reporter, January 1-15, 2013 1(:6$'9(57,6,1* BATES INDIA Behind the Veil Here’s an attempt to help those who are curious about the Bates genealogy. By Shibani Gharat

ates India has been through so many financial setbacks and Saatchi & Saatchi was changes in recent years, that even people renamed Cordiant Communications of which Bin the advertising business have lost track Bates became a subsidiary (the brothers left to of its many twists. In the last 15 months alone, it found M&C Saatchi.) was known by three different names - Bates 141, then Bates, followed by the latest announcement BATES COMES TO INDIA that, post a joint venture with CHI & Partners, it’s n India, Bates made its appearance in 1999 when as Bates CHI & Partners. The final shape will be Iit took over the troubled agency Clarion, taking revealed in February 2013. the name Bates Clarion for six months, before In just 15 months, Bates has had three names calling itself Bates India. In 2003, WPP acquired THE ORIGINS Cordiant, bringing Bates, Fitch, 141 Worldwide ow it began: The agency was set up in and Maurice), which was then on a roll, added and HealthWorld under its wing and, this is when, H1940 by Ted Bates and achieved fame in Bates to its long list of acquisitions. Bates got re-launched as a standalone Asian brand. large measure because of his flamboyant creative A year later, Bates was merged with Backer & In 2005, Bates Asia acquired a 74 per cent stake partner, Rosser Reeves, who came up with the Spielvogel Advertising to form Backer Spielvogel in the agency of the legendary ad man, Mohammed concept of USP (Unique Selling Proposition). Bates Worldwide. Seven years on, it became Bates Khan, and the Indian unit took on a new name, It has had a strong presence in Asia, thanks Worldwide. Saatchi & Saatchi’s acquisition of Bates Enterprise. Soon after, rmg David, already to Bates’ acquisition of an Australian ad agency, Bates actually didn’t go down well with major part of the WPP network and managed by Josy Cathay Advertising, in the 1960s following which clients, who moved business worth $300 million Paul, was inserted into the equation to make it expanded quickly in this region. away, because of perceived conflict with other Bates David Enterprise. “The other agency brands Ted Bates passed away in 1972 and in 1986 group agencies. Charles and Maurice were ousted Saatchi & Saatchi (founded by the brothers Charles by shareholders in 1995 following a series of FRQWLQXHGRQSDJH>> 1(:6',*,7$/ FASTRACK What the Hell? Cashing in on the doomsday prophecy, Fastrack launched a digital campaign, Make Hell Cool, to engage with its target consumers. News Bureau

ive life to the fullest without any remorse, seems to the agenda of the watch and fashion Laccessories brand, Fastrack. In its latest campaign, ‘Make Hell Cool’, the brand tapped into the Mayan prophecy about the world ending on December 21 and urged people to sin and enjoy the afterlife in hell. Created by Bengaluru-based Fisheye Creative Solutions, the campaign was rolled out in the online medium through an exclusive website, www.makehellcool.com. The portal welcomed the youth to write their own or their friends’ obituaries, confessions about dark secrets and their last words before getting transported to hell. The make Fastrack relevant campaign was intended at helping people live their to the end of the world last days on the planet in a blasphemous manner. phenomenon, as the The campaign was launched in the second youth seemed interested week of December and continued till December about the prophecy. 21. While the website was designed by BinaryBulb, Besides, our target group is not the squeaky clean, in perfectly.” the video production was handled by LiTTiL goody-two-shoes lot and hence, the campaign fit Agreeing with her, Dave Banerjee, CEO and WORKS. strategy head, Fisheye Creative Solutions says that The campaign was promoted not only on the the agency saw rumours about the impending digital medium, via banners and posts, but also “OUR TG IS NOT apocalypse as an opportunity. It had a week to outdoor, in the six metros, with dramatic visuals conceptualise and create the campaign, which of dying models wearing Fastrack products. The THE SQUEAKY asked the youth to join Fastrack in making hell the campaign was extended to radio via contests on CLEAN, GOODY- wildest, coolest party ever. Although Bhasin did Radio One, where Fastrack’s limited edition ‘End TWO-SHOES LOT not divulge the spend on the campaign, it is learnt of The World’ gear, carrying the date 21.12.12, that it was created on a shoestring budget. were given away to winners daily. The winner, AND SO, THE Fastrack, set up in 1998, is a sub-brand of chosen by the Fastrack team after sifting through CAMPAIGN FIT IN Titan Industries. The brand has positioned itself the entries on the website, got a free ticket to as youth-specific over the last seven years, with its attend the Koh Samui full moon party in Thailand. PERFECTLY” target group comprising youth in the age group of Simeran Bhasin, head, marketing and retail, SIMERAN BHASIN 18-21 years. „ Fastrack, says, “We were looking for ideas to [email protected]

GAMES2WIN that people see as slices of real life,” he explains, going on to give two examples. Creating Winners The first one of ‘Parking Frenzy’, which, he says, reflects a very specific afaqs! has a quick chat with Alok Kejriwal, CEO and pain point with women, namely, their poor driving skills. “Letting co-founder of Games2win, where he explains what people do something through your makes a game ‘viral’. News Bureau game that they’ve never been able to do in real life creates massive virality. This is because of a simple insight asual games company - delight is always shared,” Kejriwal Games2win has announced elaborates. Cthat it has achieved more The second example is the game than 25 million downloads from its Kejriwal: delighting gamers ‘Super Mom’, which is based on the mobile apps (on the iTunes/Android insight that any game with a baby in store), a target reached via generic Games2win, about what fuels a The trick to creating successful, it, tends to make people happy. and organically acquired downloads, game’s virality, why creation of a downloadable games, Kejriwal Parking Frenzy has proved to without any marketing spend. global audience is crucial and what says, is going after what he calls the be the big winner for Games2win, afaqs! spoke to Alok Kejriwal, chief brands can do to exploit the gaming ‘Squeal Factor’. “The real trick in executive officer and co-founder, space. making viral games is to make stuff FRQWLQXHGRQSDJH>>

32 afaqs! Reporter, January 1-15, 2013

1(:6',*,7$/

ISTREAM.COM << FRQWLQXHGIURPSDJH Creating Winners The Big Deal accounting for 13.7 million of the total downloads. Super Mom came in iStream’s deal with IndiaCast, a JV between TV18 and Viacom18, will at No 2 with 4.4 million downloads. As for platforms, iTunes added up to give the online player access to content from the network’s 20 channels for its 17.3 million downloads as opposed streaming and video-on-demand services. By Biprorshee Das to only 8 million for Android. Kejriwal further shares the next trick - making the game look he media business got an inkling international instead of worrying of the ambition of online about including local niceties. Tplayers with the deal between According to him, once it looks like iStream and IndiaCast. The fact that a generic game rather than a local TV companies are willing to share all game, it automatically appeals to a their content with an online startup large variety of people. aggregator, though they have websites All games from his stable are of their own, just proves that they are targeted at tween girls across the hedging their bets every which way. globe. While there is merit in the iStream was launched in 2007 as a truism that teenagers are the same video content aggregation service, tying worldwide, there are bound to be up with existing digital platforms such cultural differences. How does a as MSN India and DailyMotion, among game developer tweak the game to others. In 2010, iStream teamed up suit his TG (target group) across with YouTube, as a content partner nations? and claims to have become YouTube’s “Always begin with the mindset largest content partner in India, with that you’re creating the game for over a billion video views within a year. a global audience and not with The Bengaluru-based company launched its own video platform, iStream.com, late last year to provide “The real trick is premium video content - that is, professionally produced content as to make stuff that opposed to that generated by users. Post people see as slices a soft-launch, it began full-fledged operations in 2012 on YouTube. Even when it comes to user-generated and started monetising its product only a few months content, there is a difference in the way it is perceived of real life” back. in the West and in India. In the West, it stands for users Radhakrishnan Ramachandran, CEO and co-founder, uploading videos they have shot themselves; in India the mindset that the game might iStream (with Chellappa Dhanukodi), is excited by the it consists of ripped-off, pirated content uploaded by accidentally be played across the IndiaCast deal because it gives his fledgling business, viewers. world,” Kejriwal states. access to Colors and MTV, TV18’s news channels - “India is not yet ready for subscription,” says Demystifying the revenue angle, CNN IBN, CNBCTV18, CNBC Awaaz, IBN7 and Ramachandran. He says iStream depends on advertising, Kejriwal says that advertising can IBN Lokmat, and History18 from A&E and the entire much like other online players, while providing content bring a lot of money if one is able bouquet of regional channels from the ETV Group. free-of-cost to viewers. to get international eyeballs to the iStream.com will have dedicated landing pages for iStream has brands such as GE, Intel, Sony, Renault, games. Advertising is almost equal each of these channels and will showcase programmes HP and Bacardi, advertising on its platform and the to or more than the value of in-app such as Bigg Boss, India’s Got Talent, inventory is sold directly by its sales purchases and downloads of games, Balika Vadhu, Uttaran, MTV Roadies, 20 per cent of team (as opposed to ad networks); the according to Games2win research. and Splitsvilla among others. primary inventory being video ads (pre- “This indicates that building Anuj Gandhi, group chief executive iStream’s views and mid-rolls). advertising as a model is a good idea,” officer, IndiaCast explains in an official While video-on-demand is the Kejriwal says. communication why his company come from play, iStream is also betting big on Even though brands aren’t signed the deal: “With the digital live streaming, particularly of sporting adequately exploiting the mobile space becoming more mainstream and mobile devices events. It got the rights to stream events gaming space, Kejriwal is optimistic. evolving every second, it is imperative such as Euro 2012, the US Open and According to him, today, most brands for us to take our content from the recent India-Sri Lanka series and are caught between the operator- television to online and give access to sees it as a way of building a following, dominated Nokia handset regime our viewers across platforms.” online. and the democratic smartphone Among other premium content And while most of the content deals regime. providers online, like the recently are on a revenue sharing model, such as However, he predicts that in six to launched BoxTV by Times Internet, the current one with IndiaCast, iStream nine months, one will see a lot more Zee’s Ditto TV and even Yahoo!’s has to pay a flat license fee for premium brands experimenting with Android interests in online videos, iStream still sporting events. games. “Brands will use these games finds a lot of latent opportunity in the Ramachandran is also gung-ho as a communication platform more country, irrespective of the omnipresent about mobile, stating that 20 per cent than ever before, as they will begin YouTube. of iStream’s views come from mobile to understand that the space is meant What differentiates these players devices. The company launched its for building affinity over time and from YouTube is their offering of mobile apps around three months back. not for making an instant sale,” he ‘premium’ content and lack of user- „ predicts. „ generated content that one largely finds Ramachandran: exciting times  [email protected] [email protected]

34 afaqs! Reporter, January 1-15, 2013 1(:6',*,7$/ FACEBOOK E-NOVEL Truly Novel Emmanuel Upputuru, founder and chief innovation officer, ITSA, has released an e-book, that has been authored by a group of strangers from around the globe, on Facebook. By Ashwini Gangal

irst there was papyrus, followed by books. VIRTUAL CHAOS Then there were e-books, downloadable ith time, the contributions increased. Fbooks and simulation books. And now, WUpputuru also created some Facebook ads thanks to adman Emmanuel Upputuru, we have a to popularise the page. The book reached a certain crowd-sourced, social media e-book. threshold of popularity and went out of control. Called ‘Once’, it is an e-novel that has been “The more popularity it gained, the number of co-written on Facebook, over a span of around contributing authors increased, and it got tougher eight months by 23 people from different places around the world, including Paris, Singapore, Mumbai, Chennai and Orissa. The book resembles a physical book and appears on one’s screen like an image of a book would. Readers can virtually flip the pages by clicking on strategically placed arrows. The text inside the book appears in Facebook format, each paragraph looking like a Facebook post (which is pretty much what it is), with the author’s photograph to the left. Towards the end of the book, the names and pictures of all 23 contributing authors are listed. Paul Kemp-Robertson, co-founder and editorial director, Contagious Communications, Upputuru: ‘Once’ on Facebook London and New York, has written the foreword, and the preface is by Upputuru. The 28-page to moderate,” he admits. That’s when Upputuru e-book is available for download at www.issuu. decided to end the story. com/itsapublishing. The book ends with a post from November 12, 2011. The unabridged version of the e-book has 121 posts with contributions from 57 people and is available for reading on the Facebook page http:// Upputuru also created www.facebook.com/peoplelikeyouandme/notes. some Facebook ads to The original idea, he tells afaqs!, came from his son. “I used to play this game with my son where WHAT NEXT? popularise the page. I’d start a story with one sentence and he’d add to pputuru is keen on publishing nominally- it and then I’d build on it and this would go on. Upriced hardcopies of the e-book and is One afternoon I decided to try it on Facebook,” currently in conversation with publishers. “Usually HOW IT ALL BEGAN he recalls. people post physical material online as a soft copy. t started as a social experiment by Upputuru last After his first post, the first few people who This will be the opposite. I’ll hold in my hand Iyear. One fine day (March 25, 2011) he created took the story forward were his friends, over something that was created virtually.” a page on Facebook called ‘People like you and me’ time, friends of friends and later, complete Activation plans, to take this initiative to schools, and put up the first post, which is the first sentence strangers, from different geographies, began are also in the offing. ITSA has also created a of the novel. It starts with a man who gives a contributing. As more and more text trickled in, Facebook app called ‘Cowrite’, through which it ‘Pumpkin-faced’ lady a lift outside his house one Upputuru realised that he had to start playing attempts to make such crowd-sourced initiatives morning, something Upputuru claims is a true curator to avoid confusion and unwarranted easy in the future. „ incident from his life. profanity. [email protected] 32,1762)9,(: What Happens To Sachin Tendulkar Now? Does Tendulkar need to re-position himself to be more relevant to brands, post his retirement from one-day internationals? afaqs! asks the experts. By Shibani Gharat

$/2.%+$5$':$- .,5$1.+$/$3 -,7(1'(5'$%$6 '+((5$-6,1+$ Canon India chlorophyll brand & communications McCann Erickson Grey SUSHIL KUMAR FOTOCORP FOTOCORP FOTOCORP THERE ARE TWO FIRST OF ALL, I ALL CELEBRITIES AND OBVIOUSLY, HE THINGS. ONE IS AGE DON’T THINK A ENDORSERS HAVE A WILL LOSE OUT. AND THE OTHER IS HUMAN BEING FINITE LIFE. I THINK HIS RELEVANCE STATURE. WITH AGE CAN BE A BRAND, THE LIFETIME EQUITY WILL DECLINE, TOO. AND THE ENTIRE LEGACY CONTRADICTING THE OF SACHIN TENDULKAR BRANDS THAT WISH ATTACHED TO HIM, HE COMMON BELIEF OF IS LIKE THAT OF DON TO CONNECT WITH HAS CREATED A STATURE CELEBRITIES BEING BRADMAN. TO ME, HE IS THE YOUTH IN THE for himself. There will not be brands. It is more of these a symbol of paramount excel- 15-20-year age group, can’t use any drop in the stature. entire set of associations that lence. him as an endorser. The shorter I do not think Sachin the person is linked with. For The criticism for not opt- format of the game is more Tendulkar consciously does Sachin Tendulkar, this has been- ing to retire was hurting his youthful as compared to the long- his branding. His brand image controlled aggression, middle image. And now, after this er form. Hence, the task for him is an outcome of his actions class morality and winning. sudden announcement, he is to make himself relevant to the and perception. He only Luxury brands somehow won’t will be missed. From a per- other category of brands. works to make himself play go well with him. Probably that is former every day, he will The classic case is that of cricket. He also represents the reason why ‘Tendulkar’s’, the become iconic, higher order Amitabh Bachchan, who repo- strong values. fine-dine place that he launched, and above criticism. sitioned himself as a patriarch, But, relevance to brands didn’t fly that well. On the other Tendulkar will now be per- compared to his ‘angry young is something which is hand, Tendulkar’s street food fect for brands such as Johnny man’ image in the earlier days. dynamic. We opted for would do well. Walker and BMW. I don’t Today’s youth connects with Mr. Anushka Sharma and did I feel his brand value will find a need for him to repo- Bachchan as someone who is not renew our contract with depend on how well he is able sition himself. People will mature, intelligent and a father- Tendulkar because we wanted to reinvent himself. For example, reposition him as someone figure. They may not have been a greater youth connect. something like what Madhuri who stands for long-term able to connect with his earlier And Bollywood has a better Dixit did for herself. After her excellence. image. connect with the youth. comeback, she has started However, because he will Marketers and brands are Although he is not exiting endorsing an anti-ageing cream not play actively, he won’t be very flavour-driven and they stick the sporting world now, his and a toothpaste brand, as her a part of everyday conversa- to those endorsers who have relevance to more youthful, smile continues to be efferves- tions. In that way, a lot of done something spectacular at technology, contemporary cent. Master of reinvention is the brands won’t be able to use that point in time. Many brands and fast-changing brands will king. him as an endorser. might start dropping Tendulkar diminish. as their endorser.

36 afaqs! Reporter, January 1-15, 2013 1(:60(',$ ZEE TV Third Time Lucky? This is the channel’s third attempt at the acting-based reality format. Will it work? By Raushni Bhagia

ee TV, which takes pride in creating original Re Ga Ma Pa), wherein teams guided by mentors is inappropriate to equate the different themes non-fiction formats, has had many firsts to will be pitted against one another. of acting or different people acting on different Zits name. Be it Sa Re Ga Ma Pa, Dance India Interestingly, Zee TV has been tweaking subjects, especially when it involves kids.” Dance or Antakshari, Zee TV has consistently tasted its reality shows with kids as the contending Adds Balakrishna, “A singer or a dancer success with its non-fiction originals in a market participants (read Sa Re Ga Ma Pa L’il Champs and successful at an average level still gets some dominated by internationally acquired formats DID l’il masters), and it has undoubtedly helped the recognition but being a mediocre actor is like no (read Bigg Boss and Kaun Banega Crorepati). channel. So, will this show helpp existence at all in that space.” However, Zee’s first attempt with Cinestars ki Khoj, an Zee to create another mmarketersarket unanimously believe acting-based reality show, in 2004, did not work. flagship property? tthath the show and format The channel did try to experiment with the format There is a strong will be a great change one more time in its second season as India’s Best belief amongst from the current Cinestar (in 2006); that fizzled out too. marketers that the clutter of reality show This time, Zee is approaching the format using format will be very formats.

“Acting is not “To see kids “Acting is very restricted to just imitating is really subjective and it is movies, theatre or enjoyable, but tough to judge an television shows. it’s a big issue to acting performance, It is a day-to-day incorporate it in a especially when it ingredient of life.” reality show.” involves kids.” AJAY BHALWANKAR PM BALAKRISHNA RAJIT DESAI

the children’s route. The channel will launch tempting to kids and hence, parents, too, might PARTICIPANT-AUDIENCE CONNECT India’s Best Dramebaaz in January and this will tune into the show as passive viewers. However, major part of the show’s viewership will also explore and showcase the acting talents of kids on it might be tough for the channel to attract initial A depend on the connection that the participants screen. Slotted on weekend primetime, the show sampling. P M Balakrishna, COO, Allied Media, and their stories create with the audience. It’s not is slated to run for over 20 weeks. says, “To see kids imitating is really enjoyable, but an easy currency to keep. The participants may get Elaborating on the show, Ajay Bhalwankar, it’s a big issue to incorporate that acting in a reality on to a movie or a TV show, but it will take a long head, programming, Zee TV, says, “Acting is not show; it is a little tricky and it greatly depends on time to evaluate their work till the time the movie restricted to just movies, theatre or television the treatment given to the show.” or TV series has tested grounds. shows. It is a day-to-day ingredient of life. When Marketers believe that though there will be a kids throw tantrums for not having milk or when ACTING VS SINGINGVS DANCING lot of buzz around the show, and the concept is parents tell them stories while feeding, it’s all a or a viewer, judging the talent of a singer or a powerful, it really has to be seen if the channel part of expressions, voice modulation and hence, Fdancer is easier because the content is familiar. replicates the treatment of DID or Sa Re Ga Ma acting. This is the insight that works behind the However, when it comes to acting, the content is Pa. Desai believes that Zee is capable of pulling show. With kids on board, this will be the most completely new. it off, though each concept needs time to prove innocent form of talent.” “Hence, it is tough to judge an acting itself. Even DID and Sa Re Ga Ma Pa took their The show will follow the regular mentor- performance,” says Rajit Desai, vice-president, own time to get established. „ student format (used in Dance India Dance and Sa Lodestar Universal. “Acting is very subjective. It [email protected] 1(:60(',$ PHASE II OF DIGITISATION Should They? Shouldn’t They? Should the industry wait for first phase to be complete before moving on to the second phase? Will the absence of TAM data hurt the industry more, or is it used to it? By Raushni Bhagia

being filled, it says, and there is no accountability of viewership. Even the digital billing has not “While working started. The association is concerned about the towards such a big consequences of the inefficient execution of the transition, certain first phase and questions the sensibility of rushing into the second phase in a similar manner. issues are bound to Nagpal doesn’t agree and argues, “What is the crop up.” need to postpone the second phase of digitisation? ANIL MALHOTRA The only part left out from the first phase is fter the much-anticipated first phase of Chennai, which can happen along with Phase II.” digitisation, Delhi and Mumbai are the two Broadcasters, too, think that the second phase Ametros that have shown excellent results, will go through quickly. Raj Nayak, CEO, Colors, with an estimated 97 per cent and 93 per cent mentions that the experience of Phase I will help homes showing digital penetration, respectively. a smoother and more organised transition in the After an initial setback, Kolkata, too, has taken the “The only part left cities under Phase II consideration. “The deadline first steps to catch up with the two. out from the first for the second phase should not be changed or Meanwhile, the industry has already marched delayed,” he emphasises. ahead to meet the deadline for Phase II (March 31, phase is Chennai, However, some planners and advertisers feel 2013) even as its stakeholders awaited the release which can happen that Phase II is being pushed merely because of the TAM (Television Audience Measurement) along with Phase II.” the target date is set for March, 2013, and are data depicting the viewership trends in Phase I, HARIT NAGPAL apprehensive that the long term goal (of 100 per after 10 weeks of suspension. cent digitisation by 2014) may be sacrificed at the Despite these hopeful trends, apprehensions altar of short term targets. “If they keep pushing persist about the future and manner of digitisation for the deadline, we might not see complete in the country. Kolkata is yet to get completely digitisation at the culmination date of 2014,” says digitised, though it is progressing. Chennai, on the Vidhu Sagar, EVP, Carat Media India. other hand, remains stagnant at a discouraging 26 per cent digital penetration. “The experience of TARIFF IN ORDER While Phase I was restricted to the four metros, Phase I will help a hough a few broadcasters still believe that the Phase 2 involves 38 cities with a population of one smoother and more Ttariff order needs a few modifications, a major million+ each. Industry representatives explain organised transition part of the industry has accepted it. The tariff order that even if the scale seems far larger in the second is close to the best possible format and meets the phase, the number of subscribers involved remains in Phase II.” varied interests of different stakeholders, they say. approximately the same. RAJ NAYAK It may be noted that the existing TRAI regulations and tariff orders are applicable to the PHASE I REVELATIONS second phase of digitisation, too. espite the bottlenecks in the first phase, most Dof the industry is positive about the second ANOTHER BLACKOUT phase of digitisation. The snafus in the first phase he rollout apart, those involved are worried are being accepted as ‘learnings’ which will fuel a “Not many Tabout the possibility of another blackout of smoother switchover in Phase II. advertisers are so TAM data, in addition to the recent 10-week Anil Malhotra, COO, Siti Cable, seconds phase. “In the haste to carry out Phase II, if we see this, saying, “While working towards such a big paranoid as to stop another black-out, which seems bound to happen, transition, certain issues are bound to crop up. The making plans based the industry might not be able to sustain the pain,” best part is to have overcome the obstructions and on the older data.” thinks Mona Jain, CEO, VivaKi Exchange. see complete digitisation of two largest cities.” VIDHU SAGAR She points out that media agencies are still Harit Nagpal, president, DTH Operators working on the September data, which is not a Association and CEO, Tata Sky, suggests that very good indicator. “We are ultimately working what happened in Kolkata is ‘just a little delay’. on the wrong ratings. Since the whole scenario is “The first phase was a step to gauge the reactions changed, we needed some indication from TAM of the industry and the viewers to black-outs and to decide the patterns. We don’t even know the other issues.” “Since the whole analogue to digital ratio in Chennai and Kolkata.” scenario is changed, While the industry waits for a new picture THE POSTPONEMENT ISSUE we needed some of the digitised market, many planners admit ot everyone is enthralled with the pace at indication from that business goes on, even in the absence of Nwhich the drama is unfolding. The Cable data. “There aren’t many advertisers who are so Operators Federation of India (COFI) suggests TAM to decide the paranoid as to stop making plans based on the that the whole exercise appears to be aimed at patterns.” older data, while most of them are using their pushing the sale of Set Top Boxes (STB) at a MONA JAIN experience to take the decisions,” believes Sagar. „ discount. The customer information forms are not [email protected]

38 afaqs! Reporter, January 1-15, 2013 afaqs! Campus (www.afaqscampus.com) imparts 2012 digital marketing training to seasoned and budding marketing professionals in India Timeline

afaqs! Campus conducted its Present On December 14 35th workshop

afaqs! Campus mentored Whirlpool India marketing team NOV to take next steps in Digital Marketing

Finished its first B-School series of Digital Marketing workshops after coaching more than 600 management OCT students of IMT, Ghaziabad; ISB, Hyderabad; FMS, New Delhi & SIBM, Pune

SEPT Crossed the 500 mark of coaching marketers in Digital Marketing

Coached professionals from Nokia, Nestle, Micromax, LG, Titan and many more across Delhi, Mumbai, Bangalore and Chennai Launched the Kindle version of AUG The Curious Digital Marketer book

Organised first ever book tour in Mumbai to celebrate JUL the successful launch of “The Curious Digital Marketer”

Launched its first book Book was reviewed by publications like The Curious Digital Marketer JUN Firstpost.com, IBNLive.com, Business Standard targeted towards marketers, publication –Indian Management Magazine, Coolavenues. media planners and digital The book also entered into 'Top 3 New Releases' on marketing enthusiasts Flipkart.com

Launched a series of 2-day Integrated Digital Marketing Program, focused on Display, Search, Social and Mobile Marketing APR

Launched its website JAN Conducted its first workshop. Started programs on Social Media Marketing spread across Delhi, Mumbai, afaqscampus.com Bangalore and Chennai

Connect with us to know more about Digital Marketing training programs. Designed in collaboration with Kapil Ohri +91 9958583401 | Anshupriya Sharma +91 8130706789 [email protected] | www.afaqscampus.com = 1(:60(',$ TAM DATA Life, un-TAM-ed! Love it or hate it, the industry certainly can’t do without it, we thought. Or, can it? afaqs! Reporter explores the lives of the decision makers without their weekly dose of data. By Raushni Bhagia

VIDYADHAR KALE, AMOL M, NEERAJ VYAS, Maxus Allied Media SET Max and Mix Working with TAM TAM is like the sun My life without TAM data is like studying and media planners and data was a glorious one, in school. It gives a buyers like plants. The especially from Tuesday strict and continuously planner’s dawn breaks evenings to Wednesday monitored environment. with data analysis, reports mornings. Wednesdays The annual plans are and pre-evaluations, have been ulcer-free and like big board exams that followed by course Tuesdays peaceful as loom large at the end of correction. The evening never before. all the preparation. sun brings hope for the It came as a happy While preparing for ‘plan post evaluations’. surprise that almost the annual plans, there Without data, we start all the channels had was a breather this year drooping, like plants consistently sold out as the smaller ‘tutorials’ without sunshine. their inventory, even like competitive and post-buys were not required A week’s absence of data would resemble during Diwali. It reminded the industry that to be done, since the data wasn’t available. So, it a cloudy day, and signal ‘full client support’; a data is just an indicator and for advertisers and was a blessing in disguise, actually. bit more cloudy (read two weeks’ absence of agencies, more of a negotiation tool. The absence of data made it clear that it is just data) indicate ‘part client support’, while densely a decision making tool for effective delivery of clouded weather (read longer periods) signal PRAVEEN TRIPATHI, communication. However, it was work as usual plans based on what the client watches. Finally, Magic9 Media - activities went on-air, sponsorship deals were when there is a downpour (read complete absence Given the industry’s closed, new programmes launched and life has of data), the plans are based on what the client’s dependence on TAM, it moved on! wife watches. seemed like a game of Flash. With the absence AVINASH KAUL, ASHISH SEHGAL, of data, I think the blind ET Now, Times Now and Zoom Zee Network game of Flash turned The absence of data TAM data is a into a better game. gave us an extra day to roadmap amidst the The absence of data analyse and assess the dense forest of the media came as a relief, especially product, given that the business. It reminds for the minions down the Wednesday madness us that the viewer’s line. Mid- and junior- (of fresh weekly data constantly deciding on level number crunchers analysis) was absent. the content being served. at media agencies had The temperatures The last two months time left for their spouses and girlfriends, to across the office have have been like exploring watch movies and appreciate TV programmes. decreased, without the media jungle without The only ones who would be hyper about the warming effect of a roadmap. the absence of data are the clients and the burning hot data. While we know that upper management of media agencies. The media We have also started our viewers are out there, agencies would be secretly happy about it, since looking at businesses more holistically, with they remain hidden by the foliage. The break the absence of fresh data in October-November additional time to focus on areas that were provided us the chance to re-skill competencies gave them a break from fresh negotiations with probably not getting their due attention till now. and evolve a qualitative and strategic approach. clients. „ [email protected]

<< FRQWLQXHGIURPSDJH David Enterprise was supposed to chairperson, Bates India, expounded, the agency and so too did the CEO, deal with ATL advertising, with 141 “The cluster of speech blurbs above Sandeep Pathak. as the marketing services arm. the name is symbolic of the vibrant The Asia boss of the agency Behind the Veil Soon after, the bosses had a change conversations and debates Bates aims said 2011 had been a wasted year of mind and the agency was renamed to promote through its work. for Bates India. Sanjay Thapar of were not strong enough,” explains an Bates 141. In October 2011, the ‘141’ The overlapping blurbs are Ogilvy moved in to take charge of industry insider. But within WPP, suffix disappeared in India and it also a subliminal reminder of Bates India in May this year. All the matter of whether Bates itself is went back to being Bates India. It also tag clouds, the language of now this whirl had barely been digested strong enough or should be merged got itself a new logo (with colourful and the future. And the vibrant when, last week, the CHI Partners with, say, Ogilvy, keeps popping up - little blurbs) and a new philosophy, colours represent a much younger development happened. It sums up and routinely dismissed. ‘Changengage’, an amalgam of two and nimbler Bates.” the confusion in India about what In 2007, Bates merged its activation words. Sonal Dabral, then regional That sounded impressive - except Bates stand for. arm in India, 141 Worldwide, executive creative director and that three months later, Dabral quit Why, within a year of elaborately with Sercon, a marketing services revealing a new identity, would company it acquired. The merged Within a year of revealing a new identity, the agency brass decide to turn company was known as - no surprises everything on its head again? „ here - 141 Sercon. At that time, Bates Bates turned everything on its head again. [email protected]

40 afaqs! Reporter, January 1-15, 2013 ,17(59,(:

KEVIN VAZ> PRESIDENT, AD SALES, STAR NETWORK & IN-CHARGE, STAR JALSHA The Market is Growing Fast

With the launch of Jalsha Movies, Star India expands its portfolio to 23 channels. Kevin Vaz speaks to afaqs! Reporter, post launch. By Raushni Bhagia

What fuelled the decision to launch Jalsha How do you plan to market Jalsha Movies? Movies now? Is it digitisation, or is it the The network had put up about 400 outdoor sites recent launch of Zee Bangla Cinema? in the state, along with about 30 spots each day on It’s just a co-incidence that the two channels have television across news and music channels outside been launched so close to each other. Few deci- the network. We have also partnered with a couple sions are taken, based on the evolution of the of radio stations and print publications of the ABP market. A movie channel made sense after having group and Pratibimb. Interestingly, the promos a successful GEC, STAR Jalsha, in the market for are also running in cinema halls in the state. Later, about four years. That’s exactly what we did in case we will look at branding activities inside malls and of the Hindi TV market and Jalsha Movies, too, is cinema halls. a part of the process. Why did the network choose this genre? With How do you plan to replicate the success of several channels bidding for movie content, your Bengali GEC? won’t that raise the price of acquisition? STAR Jalsha has telecast a few of the major block- The Bengali cinema industry has grown expo- busters this year. With Jalsha Movies coming in, nentially in the last three years and hence the the blockbusters and premieres were all shifted to movies’ consumption. In 2012, there were about the new channel. The channel was launched with 190 releases, according to the Central Board of the premier of the recent movie, Aawara. Film Certification (CBFC) certificates, depicting a We have about 350 movies ready with us. growth of close to 90 per cent over 2009. Generally, about 50 fresh movies are telecast in a However, on the television front, Bengal is the month, while another 30-40 are repeat telecasts of only market that has seen two channels shutting down in the recent past. The acquisition costs are definitely increasing, hile digitisation continues to keep the “We have acquired but it still made perfect business sense. The market stakeholders busy throughout the coun- many blockbuster films” is growing fast with respect to advertisers, current- Wtry, the Bengali television market stands ly being the Priority One (P1) market for them. It witness to even greater excitement. While Zee has witnessed about 30-35 per cent growth over network launched its Bengali movie channel in the same. Having said that, a majority of the mov- the past three years. Increase in retail advertising September, STAR India followed suit in quick ies we have acquired are blockbusters and recent put together is fuelling the growth of the industry. succession with its own Bengali movie channel, launches, being less than four-five years old. We Also, given the limited number of cinema halls, Jalsha Movies, in December. have exclusively partnered with Shree Venkatesh television is a major source of movie consumption. Being a pay channel, Jalsha Movies is driven by Films, which produces close to 70 per cent of all both advertising and subscription revenue. Also, releases in the Bengali film industry. What do you think about the prospects of the channel sports the tagline, ‘Banglar Shobcheye regional channels in the wake of digitisation? boro cinema hall - Jalsha Movies’ (The largest cinema Ultimately, distribution will play a very Digitisation will not make much of a difference hall in Bengal, Jalsha Movies). important part. What are your plans? to the sustenance formula of any channel. They Kevin Vaz, president, ad sales, STAR Network Though the packages for availability aren’t yet will still be driven by strong content in any local and in-charge, STAR Jalsha, talks about the launch finalised, the channel is available on the DTH market. „ of the channel and the prospects of the market. platform and with all the cable operators in Bengal. [email protected] ,17(59,(:

NINA ELAVIA JAIPURIA> EVP & BUSINESS HEAD, KIDS CLUSTER, VIACOM18 Segmentation makes sense now While digitisation is helping the evolution of the system, the kids genre is especially on the run for newer channel launches. With Discovery Kids, Zee Q, Disney Junior being launched earlier, it is proven. Jaipuria speaks to afaqs! Reporter on how was this the perfect timing for Nick Junior, too. By Anindita Sarkar

he kids broadcasting space has just wit- We will only get incremental people on board. nessed the launch of one more player This is because we understand the genre now and Twith Nick Junior, the third under the we already have relationships that are being built Nickelodeon brand, after Nick and Sonic, and is with clients and brands. And typically, since all aimed at the pre-school segment. Is the kids’ space these brands are ideally talking to children from all opening up to more segmented viewing? age groups, there is no need to separate the teams. Nina Elavia Jaipuria, executive vice-president and business head, kids cluster, Viacom18, talks to Nick Junior is a pay channel. How much will afaqs! about how the ecosystem is changing: it depend on advertising revenues? Currently, we do not have any brand advertising What was the need to launch a third channel on the channel. But we will have to rely on ad sales under the Nickelodeon franchise? to some extent until a balance develops between There was a very clear need gap but it existed ally be the last one to do any ‘desi’ content - if at advertising and subscription revenue. That is the because filling it did not make any business sense. all we do it. Sonic and Nick will probably go first. way it works in India currently. In the western However, digitisation has allowed the broadcast- world, the revenue from subscription makes up ers to segment their offering based on the genre as Will the focus be on animation alone or will more than 70 per cent of the total for any broad- well as on the demographic; in fact, you can do it live action also be looked at eventually, as caster. both ways now. And it makes business sense now. part of the content line up? Nick Junior will, however, be supported more Today, parents are bending backwards to do Animation is the only way to transport children through subscription as well as consumer prod- anything for their children so that they emerge in this age group into their imaginary world. Live ucts. winners. Nick Junior works on the insight that action can never do that. Live action might perhaps most parents want the best for their children. work for older kids. Kids are tuning into fewer shows but spend- Not to forget, the Teen Nick block that takes ing more time on each. Does this mean that, What are your localisation plans for the new over from 7 pm onwards will have live action quite like GECs, the kids’ genre, too, needs to channel? content (a lot of which is currently being watched build a few strong flagship shows to ensure Internationally, Nick Junior does not create country- on YouTube) wherein the genres will include sit- better stickiness? specific content. Few companies can create content coms, drama and comedy; also, it is more stylised, It just so happens that a couple of shows stand out especially for the 2-6-year-old segment. Therefore, contemporary and music-based. and capture the hearts and minds of children more worldwide the content is created at a one-stop shop than the rest; but I would rather depend on more and then distributed across countries. Will the teams that work for Sonic and Nick than one show. It’s about not putting all your eggs Also, I don’t think at this particular age we need also be shared with the new channel or will a into one basket, after all. „ localisation of content. So, Nick Junior will actu- new team be formed? [email protected]

HINDI MUSIC GENRE September 22), the genre garnered an average of 184 GRPs, while in the period between Week 41 (September Hindi Music Genre Gains 30 to October 6) and Week 50 (December 9-15), the average grew While the genre garnered an average of 184 GRPs between Week 31-40, to 224 GRPs. The Hindi music genre hosts 14 channels and despite this average went up to 224 GRPs between Week 41-50. However, the the increase in the average GRPs, rankings of the channels mostly remain unchanged. By Raushni Bhagia the rankings amongst the channels

s expected, the release of TAM data has pointed out Amany major trends in the viewing patterns. The average GRPs of the Hindi music genre have increased by 40 points during the transition from analog to digital in the four metros. During Week 31 (viewing Average GRPs of the genre have increased during the patterns between July 29 and August 4) to Week 40 (September 16 to transition from analog to digital in the four metros.

42 afaqs! Reporter, January 1-15, 2013 1(:60(',$ F.M RADIO All Set to Boom According to the latest CII-E&Y study, the private FM radio sector is expected to grow to `23 billion in the next three years. News Bureauu

ith 245 private radio stations operating THE CURRENT STATE OF THE across 86 cities and growing at a CAGR INDUSTRY Wof 14 per cent annually, the radio adio is not considered to be the primaryy business in India is expected to generate `14 Radvertising medium due to the limitedd billion in revenues in 2012-13. number of stations. While larger cities are mostlyy Also, according to the latest study conducted covered by it, advertisers interested in regional adad by Ernst & Young (E&Y) in collaboration with the campaigns prefer using regional print (which canan Confederation of Indian Industry (CII), the sector enable them to reach several more cities and townsns is expected to grow to `23 billion at a CAGR of 18 than radio currently can) or regional TV, whichch per cent in the next three years. a stanstandarddard feature in most of ttheirheir Titled “Poised for Growth: FM radio in models. Some radio companies claimed India”, the study suggests that the sector currently “The industry is that their research indicates that mobile phone accounts for around 4 per cent of the country’s facing the biggest listenership in metros comprises more than 75 per total advertising spend. E&Y notes that the report cent of their total listenership, E&Y states. is a culmination of an extensive research that problem of limited involved detailed discussions with the CEOs inventory, inability PHASE III of radio companies as well as with marketing to demonstrate ROI ccording to the report, Phase III of FM agencies, marketers, music owners and regulators. Aradio licensing promises further growth Ashish Pherwani, partner, Ernst & Young says and slow recovery of opportunities for the Indian FM radio industry, that if the implementation process of the third ad ERs.” since it covers 294 cities and 839 licenses. However, phase of digitisation speeds up, the industry could ASHISH PHERWANI only 52 of these licenses are in high revenue- grow to the expected numbers. “However, if the generating category A+, A and B cities. roll out of Phase III does not happen fast, the The growth in mobile and internet ad spends growth rate could be limited to just 10 per cent has grown significantly since 2005. Therefore, could, however, pose a threat to FM radio. per year”, he says. radio is only used as a back-up medium for most Phase III is also likely to make the industry Advertising revenues comprise more than ad campaigns. However, the report states that more conducive to M&A due to proposals such as 85-90 per cent of the total revenue generated by with the implementation of Phase III, with 839 reduction of the license lock-in period from 5 to 3 FM radio companies, while non-FCT sales can frequencies being made available for auction, radio years, an increase in the license period from 10 to contribute up to 20 per cent of a radio company’s is expected to provide a deeper reach. 15 years, significantly more networking between all total revenue today. More than 50 per cent of FM radio consumption the stations to enable cost optimisation, ownership “Now the biggest problem with radio is that is in homes, followed by people listening in of multiple frequencies in a city and an increase in the industry today is faced with limited inventory, transit (on mobile phones and in-car listening) the foreign investment limit to 26 per cent from inability to demonstrate ROI and slow recovery of and out-of-home listening at restaurants, offices the current 20 per cent. The industry needs to ad effective rates (ERs); the only way to grow the and shops. About 25 per cent of total radio push for parity with the FDI norms of other media inventory is by growing the number of stations,” listenership is now on mobile phones, fuelled by segments such as TV, the report suggests. „ he elaborates. handset manufacturers that have made FM radio [email protected]

remain largely unchanged, as per the Next, at No. 5, Mastii has 41-50). The ranking of the channel, data provided by one of the TAM The rankings acquired 19.7 average GRPs (Week too, has gone up (from No. 9 in subscribers. 41-50), about the same as the 19.8 Week 31-40). Meanwhile, in the The three channels which have amongst channels average GRPs that it garnered during current week, it has clocked 14 gained the most during this time remain largely Week 31-40. In the current week, GRPs. are 9XM, Bindass and MTV, while the channel has scored 19 GRPs. Mtunes HD, the newly launched M Tunes HD is the only channel unchanged. B4U Music has fallen from the music channel, has dropped its which has shown a drop in its GRP fifth position, though its average average GRPs from 15.5 points numbers. GRPs grew from 17.5 points (Week (Week 31-40) to 14.2 points (Week 9XM, from 9X Media, has to 26.8 average GRPs (Week 41-50), 31-40) to 18.1 points (Week 41-50). 41-50). It has garnered 11 GRPs in remained at the top position; its an increase of about 10 points. The The channel has clocked 18 GRPs the current week. average GRPs grew from 21.9 (Week ranking of the channel, too, has in Week 51. 9X Media-owned 9X Jalwa 31-40) to 31.5 (Week 41-50). The gone up from No. 6 (Week 31-40). At No. 7, Zoom, from the Times follows next with 10.3 average GRPs channel clocked 30 GRPs in Week Meanwhile, in the current week, it Group stable, has increased from (Week 41-50), up from 8.6 average 51, ending on December 22. has clocked 27 GRPs. an average of 16.3 GRPs (Week GRPs that it garnered during Week At No. 2, MTV has increased Mix, the music channel from 31-40) to 17.1 GRPs (Week 41-50), 31-40. In the current week, however, from an average of 20.8 GRPs (Week MSM, has increased its average maintaining its rank. In the current the channel has scored 11 GRPs. 31-40) to 27.3 GRPs (Week 41-50). GRPs from 20.6 points (Week week (Week 51), it has registered 19 The remaining four are at the In the current week (Week 51), it 31-40) to 22.3 points (Week 41-50). GRPs. trailing end of the list, comprising registered 28 GRPs. The channel has dropped its ranking At No. 8, UTV Stars has grown Zing, Z ETC, Music Express and At No. 3, Bindass has grown from No. 3 to No. 4. It has garnered from 14.4 average GRPs (Week Music India. „ from 17 average GRPs (Week 31-40) 27 GRPs in the current week. 31-40) to 16.5 average GRPs (Week [email protected]

afaqs! Reporter, January 1-15, 2013 43 1(:60(',$ EBELA ‘Tab’ Culture A follow-up on the progress of ABP’s Tabloid, launched recently. By Biprorshee Das

hree months into the launch of Ebela, ABP Times Group came in with Ei a newspaper is coming down, claims that the tabloid has succeeded in Shomoy, a newspaper again for tabloids try to do the best Tcreating a new readership space. Its content the youth. Both names loosely packaging for the youth,” says follows the regular tabloid structure with news, translate to ‘This Time’. R S Suriyanarayanan, AVP, entertainment, sports and light literary content Ei Shomoy was launched in Initiative. in an illustrated format to strike a chord with the October, with fanfare. The young, urban reader. differentiating factor though is LOUD AND CLEAR that Ei Shomoy is a regular bela has been supported by THE NUMBERS GAME Bengali broadsheet. Eits Aami Amar Moto (‘I am upriyo Sinha, VP, Bengali dailies, ABP Group, In the sampling phase, Just Like Myself’) campaign. Sproudly likes to point to one fact. Ebela, priced at `2, With TVCs and OOH “Anandabazar Patrika,” he says, “has was offered free came on-ground and digital a circulation of 6.9 lakh after 90 years. with Anandabazar activations. “ABP sure put a lot The Telegraph has 3.6 lakh after 30 Patrika. Now, a of muscle behind it. The initial years. The Times of India does 2.7 buyer who opts market feedback so far has been lakh after 12 years and Bartaman, 2.1 for the tabloid positive,” says Saikat Dasgupta, lakh after 28 years.” Ebela claims a with Anandabazar account controller, Madison circulation of 3.1 lakh in the first week Patrika or Media. What does Sinha have of December (audited by Deloitte Telegraph, gets to say about Ei Shomoy? “We Haskins and Sells). a discount. Media planners think are pleased to note the immense response to While Ebela made all the noise, that 50-60 per cent of Anandabazar Ebela without any cannibalisation of Anandabazar another media bellwether launched Sinha: the tabloid Patrika readers have continued with Patrika at all,” he smiles. „ its Bengali offering in the market. works Ebela. “While the time spent reading [email protected] 1(:6%7/ WHO Safety First To promote the message ‘Do Not Drink and Drive’, WHO has launched a month-long campaign in Jalandhar and Hyderabad. News Bureau

crumpled car wrapped in newspaper clip- pings runs around Hyderabad, conveying a A message on the effects of drunken driving. The car stops at every liquor and wine shop across the city, while volunteers distribute pamphlets that reiterate the key message of the campaign. The Union Ministry of Health, in association with the World Health Organization, has launched a campaign to create awareness against drunken driving. Apart from outdoor activations, the cam- paign also covers other media such as print, radio and digital, and targeting all drivers. Executed by Aegis Media’s Carat Fresh WHO’s OOH campaign Integrated, the OOH campaign will run for a showing the crumpled car month in Jalandhar and Hyderabad. Nata Menabde, WHO representative to India, Jalandhar and Hyderabad were chosen for the was launched under the Decade of Action for says, “We call for greater action towards prompt- campaign as they were fantastic test markets for Road Safety 2011-20 launched on May 11, 2011. It ing a culture of responsible driving in our society.” road. The agency confirms that it plans to extend it covers more than 100 countries with a goal pre- Sampath Shenoy, vice-president, Carat Fresh to other cities in the North and South in the com- venting five million road deaths across the globe Integrated, says, “Our idea was to effectively dem- ing year, with an entirely new concept. by 2020. „ onstrate the hazards of drunken driving.” The campaign is a part of the `10 Project that [email protected] 1(:63(23/(

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

nlike advertising, it was a busy fortnight for In sync with the ongoing digitisation wave t was a relatively Uthe media industry. While both print and in the Indian television industry, media consul- Iquiet fortnight for television saw a couple of major people shuf- tancy firm and analytics, Chrome Data Analytics & the advertising fra- fling, television industry started receiving the long Media, has roped in Sunjit Singh as associate vice- ternity, compared to awaited TAM data, which kept them busy. president, special projects and business operations. Media. But some of Among the three As part of his new mandate, Singh will spear- the prominent moves major changes in the head marketing, innovations and customised happened at Saatchi print industry, Nonita client initiatives for Chrome. He will report & Saatchi and Percept Kalra, editor-in-chief, to Pankaj Krishna, founder and CEO, Chrome Activ. Ramanuj Elle decided to quit the Data Analytics & Media. Singh moves in from Shastry, chief crea- fashion magazine after Hindustan Times, where he led marketing for the RAMANUJ SHASTRY tive officer, Saatchi a 12-year stint with paper’s Chandigarh region. & Saatchi, quit the the publication. She In the television signal distribution segment, agency. He joined explains that she has Hathway Cable and Datacom appointed Jagdish the agency is 2009 seen the best of fashion Kumar, who was president, media and enter- as national creative industry and has seen tainment of RIL, as managing director and chief director. He began it growing to what it is NONITA KALRA executive officer. He joined RIL in May 2011. his career with Ogilvy today. A veteran jour- Meanwhile, K Jayaraman, managing director India in 1994 and nalist with more than two decades of experience and CEO of Hathway, worked at McCann in broadcast and print, Kalra has steered the India will be vice-chairman at Erickson, Publicis operations of Elle since she became its editor in the company. Ambience and June 2000. Although she refrained from talking In radio, Mirchi Rediffusion-Y&R. about her next move, industry sources say she is made two fresh SANJAY SHUKLA Some prominent headed for a position in a corporate house. appointments last fort- accounts he worked Delhi Press has taken on board Sabyasachi night. Yatish Mehrishi on include OLX.com, Ghosh, erstwhile vice-president, Bengali will take charge as exec- Springwell and Skoda India. Magazines, ABP Group, as advertising sales direc- utive vice-president At Percept Activ, Sanjay Shukla, erstwhile tor. The development comes close on the heels of and regional director, COO, was promoted as CEO of the agency. In the appointment of V Natarajan as vice-president, Radio Mirchi West and his new role, he will look after increasing the brands and marketing at Delhi Press, and is in con- JAGDISH KUMAR Central India. division’s turnover and lead its diversification tinuation of Delhi Press’ recent efforts to revamp The station has also into international markets. „ its senior management team. At Delhi Press, he roped in Akash Banerjee will handle the advertising sales functions of 32 as programming head magazines of the group. for its Delhi station. MARKETING The television industry neither gained nor This is Banerjee’s lost much. While Rajesh Jejurikar, president, Zee second stint at Radio here were three Entertainment Enterprises, quit the organisation, Mirchi. His first one Tmajor appoint- Star India took on board Amit Chopra from was in 2002, during ments in marketing HMVL (Hindustan Media Ventures). which he worked as a field. Micromax has Jejurikar (Zee), who had moved in from radio jockey and hosted appointed Shubhodip Mahindra & Mahindra, where he was chief execu- the popular late night Pal as chief market- tive officer for the automotive division, has again show, Dil Chahta Hai, ing officer. At Jubilant gone back. He will supervise the tractor and farm AKASH BANERJEE for two years Foodworks, Preeti business of the company. After Jejurikar’s depar- Mehrishi joined Arora as been taken ture, all verticals and department heads at Zee will Radio Mirchi as station director, Delhi and clus- on board as the head ter head, North India in 2009. In May 2011, the marketing and PREETI ARORA Entertainment Network India (ENIL) promoted new product develop- him as regional director, North. The new role ment division of Dunkin’ Donuts India. LG is more challenging as it’s a larger footprint than Electronics India has picked Lakshmikant Gupta what he was handling earlier, says Mehrishi. „$ as chief marketing officer. „

DIGITAL anhattan Communications board Amit Duggal as director, digital, MIndia’s digital arm, Manhattan North and East, to handle the digi- RAJESH JEJURIKAR AMIT CHOPRA Digital, has appointed Manish tal businesses of Delhi and Kolkata. Srivastava as business head, digital. Duggal, who will join Madison on now report to Punit Goenka, managing director Srivastava comes in from Sulekha. January 15, will report to V Achuthan and CEO. com, where he was the zonal head Kutty, director, digital of Madison. Chopra’s exact designation at STAR is not yet (West), ad sales. Duggal joins Madison from clear, though it is learnt that he will look after the Srivastava’s immediate mandate Mindshare, where he was partner, network’s sports telecast business. Chopra was will be to bring high volume busi- Invention. This is his eighth assign- handling Hindustan, the Hindi daily of HMVL, ness and scale up the company’s ment. He started off his career with as chief executive officer. At STAR, Chopra will growth chart. a short stint at Percept H as account report to Sanjay Gupta, chief operating officer. Madison Media has taken on AMIT DUGGAL executive. „

46 afaqs! Reporter, January 1-15, 2013 60$57,'($

MICROMAX Bragging Rights The handset manufacturer has put up a large number of slides at the Goa airport to promote its brand, as it hosts the Sunburn festival 2012. By Devesh Gupta

officer, Micromax, says that being the title sponsor for Sunburn 2012, the brand wanted to add a sur- prise for consumers as they landed at the airport, and give them a feel of what awaited them outside the airport. The campaign has been extended to radio, out of home as well as television. The TVC was rolled out on December 25 during the India-Pakistan match. Though Pal refuses to divulge details of the marketing spend around the campaign, he says that soon, a full-fledged brand campaign on its Canvas series of handsets will be released. In November last year, Micromax won the complete branding rights for a metro station in Delhi-NCR, which will be functional in early 2013. Micromax claims to be the 12th largest handset manufacturer in the world and is present in 14 coun- icromax, the third largest mobile hand- Another LED creative promoted tries across the globe including set manufacturer in India, has launched the company’s new Superphones Hong Kong, Bangladesh, Nepal, Sri Ma full-fledged branding exercise in Goa with a catch-line ‘The Brilliance of Lanka, Maldives, UAE, Kingdom of to promote its handset brand, along with its newly 16 million colours’. Saudi Arabia, Kuwait, Qatar, Oman, launched LED TVs and Canvas range of phones. Micromax’s branding exercise, Afghanistan and Brazil. Micromax was the title sponsor for the Sunburn implemented in association with Its product portfolio includes more festival 2012 that was held between December TDI International, will continue till than 60 models, ranging from feature 27-29 in Goa. the end of January. rich, dual-SIM phones to QWERTY, More than 65,000 people were expected to Shubhodip Pal, chief marketing Pal throwing a surprise touch-enabled smart-feature phones attend the sixth edition of the dance and music and 3G Android smartphones. carnival, which began in 2007. To grab eyeballs, To grab eyeballs, The mobile handset manufacturer recently Micromax put up more than 37 LED display units announced its foray into the television segment at the Goa airport. The orange coloured LED Micromax has put up more with the launch of a range of LED TVs that will screens were used to promote Micromax’s LED be assembled at its new facility in Rudrapur, TVs and its association with the Sunburn festival than 37 LED display units Uttarakhand. „ 2012. at Goa airport [email protected]

Stories featured on this page highlight innovative usage of media using various vehicles like print, broadcast, digital and out-of-home.

afaqs! Reporter, January 1-15, 2013 47 1(:6%22.6 5HDGLQJ5RRP AMIT AKALI, NCD and EVP, Grey India

eading is therapeutic for me. Whenever RI’m not working, I am reading. I read a lot of light stuff. Anything that taxes my brain is a complete ‘no’. I read a lot of pulp fiction, children’s books and a lot of fantasy stuff such as the Harry Potter series. Also, anything that is generally there on the Crossword’s Bestseller’s list finds a place in my library. When I get a book, I simply need to finish it. When the final book of the Harry Potter released, we had a pitch a few days later. I sat for 15 hours, finished the book and then started the work. There was a time when there were more books than clothes, in my suitcase. My wife and I were going on a RADIO CITY cruise and she threw my books out. I recently read this children’s book Luka and the Fire of Life by Salman Rushdie. It has interesting characters such as a dog named bear and a bear Christmas Record named dog. It has some sort of a dramatic irony. I love the Life of Pi, Harry Potter series, the Chronicles of Narnia series, The radio station has erected a 40 foot Christmas Lord of The Rings, the typical fiction books by John Grisham, Jeffery tree in one of the malls in the Delhi-NCR region Archer, amongst others. I do not read autobiographies, but one autobiog- raphy that I liked the most is Kitchen Confidential by Anthony Bourdain. By Devesh Gupta This autobiography is so racy and amazing that it has got more action than any pulp-fiction novel. But my all time favourite, he Ambience Mall in in the truest sense of the term, is The Hitchhiker’s Gurgaon, New Delhi, wit- Guide to the Galaxy. Tnessed a larger than life I thoroughly enjoy reading Dick Christmas celebration this season, Francis’ books. This author, who has writ- between December 21-31, thanks ten over 40 international best-sellers, is to an activation carried out by Radio also a famous jockey in Britain. His books City 91.1 FM. The radio station are set in the world of horse racing. erected a fully lit Christmas tree and I love reading books in a series. In fact, unveiled it on Christmas Eve. thought of turning this in to a big- I’m waiting to conclude about eight to ten The tree is an attempt by Radio ger event. The mammoth size of the different series, including the Meluha series. City to get into the Limca Book tree enabled us to display the gifts „As told to Shibani Gharat of Records, once again. The sta- we had received.” tion also collected thousands of gifts Ambience Mall was chosen for from listeners across the country, to the activation since it is on the bor- be distributed to under privileged der of Delhi and Haryana, and thus, children. attracts footfalls from both states. Besides, the mall had all the prereq- uisites to erect the huge structure. The radio station had undertaken a massive on-air campaign along with on ground activities to promote the initiative. Kalla says, “Our RJs personally went to the listeners to collect gifts from them. We also used our social media platforms to con- nect with listeners online.” The estimated spends on the entire campaign was in the range of Rs 7-8 lakh, including the designing and collection of gifts. Radio City plans to tap major Kalla: a record festivals and events in the future for a cause through similar activities. Earlier too, Radio City has taken Live programmes were conduct- up endeavours to enter the Limca ed at the mall during this period, to Book of Records. In October, the engage with the audience. Chennai station of Radio City Kartik Kalla, national program- undertook the ‘Namma City Golu’ ming head, Radio City 91.1 FM, campaign, under which it erected the says, “We wanted to do a CSR activ- tallest Golu (36 feet and four inches ity around Christmas, as it is the tall) in the city. Golu is the sacred season of giving. Once we started doll made during the nine days of collecting gifts and received a good Navratri festival in the South. „ response from our listeners, we [email protected]

48 afaqs! Reporter, January 1-15, 2013

-2%6:,7&+ JOBSWITCH

Post: Branch Manager Post: IT Co-ordinator timesheets. Organising induction Attending or holding meetings Company: Sage Designs Pvt. Ltd. Company: Sumangal Press Pvt Ltd ceremonies for new staff. with account executives, at which Profile: Taking responsibility for (KALNIRNAY) Exp: 2 years time the client’s requirements handling entire branch operations of Profile: A professional with 3 years’ Location: Mumbai and core messages are discussed. ad agency. Managing & supervising experience of handling mobile- Email: [email protected] Exploring different ideas and the departments. Management internet technology products and ...... concepts for both the visual and skills, team building capacity digital advt space selling. Candidate Post: Design Specialist verbal elements in union with the Exp: Minimum 7 years should be able to co-ordinate Company: Capgemini creative team. 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50 afaqs! Reporter, January 1-15, 2013