July 16-31, 2014 Volume 3, Issue 4 `100 STAR PLUS LEADING THE PACK How Star Plus managed to stay ahead in the race for the top spot among Hindi GECs.

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ISHITA AKSHARA SANDHYA KUMUD VEERA PANKHURI

27 25 48 PLUS CADBURY Joie de Vivre 6

EVEREADY All Charged Up 8

VIRAL NOW 10 SPECIAL REPORT PROFILE Like a Girl Business Meets Social Rajdeepak Das It’s a Trailer! No, it’s... FACEBOOK An analysis of the social media The new CCO of Leo Balaji is leveraging its TV 22 business in . Burnett grew up on ads. expertise to promote movies. Missed Calls

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This fortnight... Volume 3, Issue 4 he Star Plus story is a remarkable one of many ups and downs. Launched in 2000 on the back of , the channel had the best kind EDITOR T Sreekant Khandekar

July 16-31, 2014 Volume 3, Issue 4 `100 of start it could have hoped for. It quickly introduced the ‘K’ serials and upped PUBLISHER STAR PLUS LEADING programming spends to lift the quality of the shows. Ratings rocketed. Prasanna Singh THE PACK DEPUTY EDITOR How Star Plus managed to stay Nothing lasts forever, though. After half a dozen years the formula had lost its magic ahead in the race for the top spot Ashwini Gangal among Hindi GECs. and viewers were restless but the management had either run out of ideas or did not SENIOR LAYOUT ARTIST have the heart to let go of such successful properties. Vinay Dominic Then, Colors was launched in mid-2008. With its mix of reality and other shows, PRODUCTION EXECUTIVE Andrias Kisku 20 it blew everyone’s socks off, including Star’s, which looked plain tired. Lesson: Success can become a curse. Colors could play with risk, Star would not. ADVERTISING ENQUIRIES ISHITA AKSHARA SANDHYA KUMUD VEERA PANKHURI

Printed at Cirrus Graphics Private Limited B-61, Sector 67, Noida (U.P.), 201301 Sreekant Khandekar Cover Design [email protected] Vinay Dominic CONTENTS 14 10 PLUS

AMUL The Milk Moustache 4 IMPERIAL BLUE Man Thing to Do DAINIK BHASKAR The ‘Men will be Cut and Paste 22 Men’ campaign gives the brand a new high. CAREERS 360 Across Platforms 24 BACARDI BREEZER 24 19 The Native Touch MTV Going desi with Nimbu Fantasy Fiction 26 Paani and Aam Panna. SONY SIX POINTS OF VIEW 18 Caribbean Calypso 26 Whose Line is it? SONY ASKME.COM Do agencies give proper Replacements in Place The ‘Ask Anything’ App MOVEMENTS credit when brainstorming ’s fictional A campaign for an all-in-one takes place in groups? debut on television. app features Ranbir Kapoor. People and Agencies 50

afaqs! Reporter, July 16-31, 2014 3 $'9(57,6,1* AMUL Growing a Milk Moustache Weaving a story around the age-old adage, ‘Mooch nai toh kuch nai’, Amul’s latest campaign is about milk and machismo. By Saumya Tewari

hen Amul launched its latest campaign, of Final Call Productions has directed the film. “Mooch nai toh kuch nahin”, featuring a “We picked Graham because he’s truly rooted in Wyoung girl sporting a milk moustache the Indian culture and has been living in Mumbai there were cries hinting that it was ‘inspired’ by for last four years. Along with his partner Preetika the popular ad campaign, ‘Got Milk?’, created by Chawla, who provided the Indian inputs, they Goodby Silverstein & Partners for the US dairy have managed to bring out the contemporary, industry. That campaign, which ended after 20 yet rustic Indian look that we wanted in the cam- years in February this year, featured celebrities paign,” he notes. from different fields sporting a milk moustache in Narendra Chandravarkar has composed the an effort to boost milk consumption. fusion background score. The singer is Suhas Rahul daCunha, managing director and creative Ahuja while Gopal Tiwari has penned the lyr- head, daCunha Communications, the advertising ics. The campaign was shot in two days in Juhu, agency behind the Amul campaign asserts that the Mumbai. Amul, as a brand, has a pan India ‘milk moustache’ is a common symbol of an ad for presence. daCunha Communications has been milk and cannot be owned by any brand as such. handling the brand’s account since 1966. “My father (Sylvester daCunha),” he points out, Founded by Verghese Kurien, the Amul brand “did a campaign featuring a girl with a moustache is owned by the Gujarat Co-operative Milk back in the ‘60s.” Marketing Federation. It registered a turnover of For the record, the 65-seconder features dif- `18,143.5 crore in 2013-14, a 32 per cent jump ferent men (a man of royal descent, an actor, a over the previous year’s figure. Amul’s long-life young man at a salon and a police inspector), UHT Milk grew by 40 per cent in value while who are proud of their moustaches (real or fake) sales of Amul Cream increased by 37 per cent. and take care of it. The film ends with a shot of a The cooperative claims that its entire value-added young child drinking a glass of milk with the back milk beverages range grew by 25 per cent. Sales towards the camera. The last shot reveals that the of Amul fresh milk in pouches went up by 23 per child is a girl sporting a milk moustache, now cent. In the sweetened condensed milk category, proudly facing the camera. The ad ends with the the cooperative claimed to have achieved a 22 per tagline ‘Mooch nai toh kuch nahi’. cent growth in 2013-14.

WHAT IS ORIGINAL? COOL ENOUGH? ccording to him, the idea of either an adult or pplauding the execution of the campaign, the Aa child with a milk moustache is so old and Aexperts we spoke to believe that the element common that it can’t be copyrighted. He refers of ‘manliness’ is an overdone concept. Suraja to Cadbury Dairy Milk that has a boy with a milk Kishore, executive planning director, McCann moustache in one of its campaigns, adding that feels that in an age where gender clichés are being the Amul campaign has been executed on the core challenged, it is not cool to portray manliness idea that there are several moustaches in India but expressed in a classic macho style. the main moustache remains the Amul girl’s milk Speaking on the resemblance of the campaign moustache. Is that what originality is all about? with the global “Got Milk?” ad, Kishore asserts “I think originality means bringing together that a brand like Amul should not fall prey to lazy two elements, which existed in the system, in a “Milk thinking and lack of originality. “I like the execu- manner that is totally novel. So, while ‘Moustache’ moustache is tion, I wish they had given credit by saying ‘Indian and ‘Milk moustaches’ as an idea existed, nobody symbol of a milk adaption of the ‘Got Milk?’ campaign’. The truth thought of bringing the two together,” argues could have made the milk campaign sweeter,” he daCunha. ad and cannot be says adding that brand should discover new insight The catch, according to daCunha, is in how owned by any and relevance in the life of the consumers. you use two popular elements to create something “The idea of milk and machismo should have that is native, yet relevant brand.” been redefined and new stories built around to your consumer base RAHUL DACUNHA it could have made the brand go further,” he and geography. “The idea says. For Jagdeep Kapoor, brand guru and CMD, came from the fact that a The campaign is on air and is running mainly on Samsika Marketing, a brand consultancy the cam- ‘moustache’ is one of the youth-focused channels like VH1, sports channels, paign is different and will cut the clutter. “While symbols of Indian man- MTV and Star World. It is also being promoted the production values are good, the music does not hood and since there is on digital platforms. Englishman Patrick Graham suit the mother brand Amul’s loveable personal- nothing more symp- ity,” says Kapoor, adding that the little girl with tomatic to Amul than the milk moustache will be recalled because that is a milk moustache, we The campaign the only genuine connect with the mother brand. combined the two ele- He says that featuring women, across ages, with ments. Instead of a boy uses two popular elements the milk moustache and more melodious music with a milk moustache we kept a girl with the to create something native, would have made the campaign more endearing moustache - that’s the twist in the end,” daCunha and memorable. „ explains. yet relevant. [email protected]

4 afaqs! Reporter, July 16-31, 2014

$'9(57,6,1* CADBURY Joie de Vivre Forget all those occasions. Cadbury, in its latest campaign, urges consumers to bring out their inner child and live every moment. By Saumya Tewari

busy and perhaps a little less sensitive to live life in its truest sense, in its authenticity. This campaign urges the consumer to live from the heart, and in essence, free the joy that is deep within all of us,” Shetty notes. Directed by Vivek Kakkad of Curious , the ad was shot in two days in Vienna. It stars Nimrat Kaur (of The Lunchbox fame) and Amir Basheer, who has appeared in the movie Armaan (2003) and the critically acclaimed , A Wednesday (2008). The background score has been composed and sung by Amit Trivedi while the lyr- ics are by Nilesh Jain. Commenting on the objective behind the campaign, Manjari Upadhye, VP, chocolates, Mondelez India Foods, says that the TVC aims to inspire people to listen to their heart and live or many years now, Cadbury used Indians’ in the moment. “The desired consumer response penchant for celebrating any occasion with “Cadbury we would want is Cadbury Dairy Milk encourages Fa ‘mithai’ by urging them to try its chocolate Dairy Milk me to live joyfully and act in ways that create joy instead. In the process, it managed to make a niche can now afford for others,” she states. The ad targets consumers for itself by cleverly weaving its campaigns around between15 and 34 years of age. festivals like Diwali, Holi or even the first day of to get more Since this is a big change in proposition for a month (the Pehli Tareek campaign aiming to cel- personal with its the brand, the company will be activating the ebrate the day when salaries are credited). Now, campaign regularly over the next two years. Apart the brand is thinking differently. audience.” from the TVC, the campaign will be popularised In a significant move, Cadbury has decided MANOJ SHETTY on radio, print and digital medium. to move away from its occasion-related brand positioning and to make chocolate consumption a from Cadbury’s otherwise-popular positioning as WHERE’S THE BRAND CONNECT? casual habit. It has rolled out a new TV campaign an occasion-specific product in previous ad series xperts we spoke to believe that while the cam- highlighting its global proposition, ‘Free the Joy’. like ‘Shubh Aarambh’. Why change something that Epaign gets a thumb’s-up for execution, though Part of Cadbury’s global campaign, this ad com- was working so well? it lacks in creating a stronger brand presence. municates that true joy is experienced when one Appreciating the production value of the cam- listens to one’s heart and lets go. STRAIGHT FROM THE HEART paign, Navin Theeng, group creative director, anoj Shetty, group creative director, O&M Cheil Worldwide SW Asia, believes that the com- CHANGE OF SCENE Mexplains that Cadbury has reached that stage mercial grows better with every viewing. “But he commercial opens in a snow-covered loca- where it has established an intimate relationship like a snowball that just misses its mark, it fails to Ttion with a rather ‘urban’-looking married with its consumers. “I believe that Cadbury Dairy connect like the other wonderful Cadbury ads that couple in the early 30s who are shown having a Milk can now afford to get more personal with its have come before,” he points out. snowfight and enjoying their moment with a choc- audience,” he says. For Aditya Jaishankar, national planning head, olate. The film ends with the background score The core idea behind the campaign is that the Percept/H the ad is well executed with endearing line “Dil jo keh raha hai suno”. Conceptualised by ‘joy’ resides in the act of letting go and that one storyline, simple execution and a natural feel. „ Ogilvy & Mather, the campaign marks a departure should live as if no one is watching. “We are all too [email protected]

$'9(57,6,1* EVEREADY All Charged Up Retaining the tagline ‘Give me Red’, Rediffusion Y&R creates a fresh campaign targeted at Eveready’s young consumers. By Saumya Tewari

t a time when technology is leapfrogging and smartphones have singlehandedly pul- Averised the market for digital cameras and flashlights, how does a once-functional category like dry cell battery stay relevant? Eveready, for one, is not giving up. The brand released its latest campaign, which showcases its new product line (portable Smartphone chargers, LED lights and home lights) targeted at a young consumer. Executed by Rediffusion Y&R, the 60-seconder is conceptualised as the ‘Give Me Red - Gamed Concert’. The campaign opens with `1,250 (2200mAh) and `2,500 (5200mAh). actor initiating a game by flashing a Other portable smartphone chargers availa- light from his apartment window. He is joined by ble in the market are brand specific like Sony several others across the city who flash lights using USB Mobile Power CP-A2L (`1,990) and Nokia various Eveready products (portable Smartphone Extra Power DC-11 (`2,400). While there are chargers, CFLs, home lights and LED lights) and third party chargers like iBall Portable Power start making patterns resembling a racing car, a Charger (`2,499), Cooler Master Choiix (`3,680) rocket being launched and a bunch playing soccer “The gadgets and Genius Universal Power Pack ECO-U600 across the skyscrapers of the city. The film ends have changed, (`4,750) which are compatible with all smart- with the Kumar’s message ‘Join me at the next level of but the need phones and tablets. power - Give Me Red’. CFL prices range from `150 per unit to `800 to power the per unit depending upon the wattage. LEDs FULL POWER AHEAD devices is still are priced from `375 per unit to `599 per unit. peaking about the concept behind the ad, Komal there.” Portable battery-powered lanterns were first intro- SBedi Sohal, chief creative officer, Rediffusion duced by Eveready. Eveready lanterns are LED Y&R says that the campaign aims to communicate KOMAL BEDI SOHAL based lanterns which operate either with dry cell that Eveready, as a brand, is not just about batter- batteries or with rechargeable batteries. Battery ies and torches. “The campaign presents “Give Me operated lamps range from `225 to `550 while the Red” in a brand new avatar and make it relatable the usage was in high-drain equipment like a rechargeable one is available from `699-1,675 per to today’s youth along with showcasing its new Walkman or a transistor. Today, the growth driv- unit. The company also offers solar powered lan- products such as mobile chargers, LED lights and ers in the industry are remote operated devices terns priced at `2,000 each. home lights,” she says. (TV and ACs) and wall clocks,” he reasons. India needs approximately 2.4 billion batteries Usually, while revamping an old ongoing cam- While its batteries are the backbone of the com- every year and the growth in this segment is 4-5 paign, agencies tend to chop off the tagline, which pany - constituting 50 per cent of the market share per cent annually. The AA-sized batteries - used in is presumed dated. However, Rediffusion Y&R - Bajaj believes that growth in flashlights and light- remote control devices and wall clocks - account chose to retain the line ‘Give Me Red’, which ing products is remarkable and calls the segment a for 70 per cent of the total volume. With miniatur- dominated the ad scene since early ‘90s. As a slo- “growth driver in coming years”. Going forward, isation of the instruments, the AAA size segment is gan, it defined an attitude and a craving for power the company plans to position itself as a ‘portable also growing quickly. to express youthful energy. “That attitude and power and lighting solutions provider’. It’s major craving is still very much alive. The gadgets have focus, this year, will be to ensure availability of RIGHT PLUG? changed, but the need to power the devices is still these products to urban and rural households. nand Halve, co-founder, Chlorophyl points there,” reasons Sohal. On the marketing front, the company, which Aout that a declining category like batteries Lloyd Baptista of Seven Films has directed the traditionally used on-ground rural activations and needs a new idea to regain its relevance. “You can’t campaign. The jingle has been conceptualised and in-shop branding, aims to go digital. “Today’s do it by just making the communication trendy,” written by Nilanjan Dasgupta, ECD, Rediffusion youth spends its time on the mobile and the he says. Halve notes that Eveready should have Y&R, along with lyricist Ashish Biswas. The music internet. So to maximize the impact of the whole focused on a smaller group like doctors who need director is Prashant Vadhyar. The male singer campaign, online and digital media is also a part of powerful torches to examine patients. is Subhajit Mukherjee and the female singer is whole campaign,” explains Bajaj. Jitender Dabas, EVP, planning, McCann Wrisha Dutta. explains that when a brand tries to transfer its THE PORTFOLIO equity from old products to new ones, the com- THERE’S LIFE YET n 2013, the company launched portable charg- munication should highlight the latter. “The egating the theory that smartphones have Iers for smartphones and tablets. Available in portable Smartphone charger is highly under- Nreduced the relevance of batteries in India, 2200mAh and 5200mAh capacity known as UM22 played in the campaign while there were numerous Anil Bajaj, vice president - marketing, Eveready and UM52 respectively, these are power backups shots of flashlights - something which we associate Industries highlights that a household still uses for all models of smartphones or tablets, which Eveready with almost instantly,” he argues. „ 10-12 batteries at any point of time. “Earlier, can be used on the go. The chargers are priced at [email protected]

8 afaqs! Reporter, July 16-31, 2014

$'9(57,6,1* IMPERIAL BLUE VIRAL NOW Man thing to do Like A Girl The ‘Men will be men’ campaign for Imperial Blue whisky has given P&G questions people about the brand a real high. By Saumya Tewari their interpretation of the phrase ‘Like A Girl’. By Devesh Gupta

he phrase ‘like a girl’ is mainly used as a taunt when people want to be insulting. TP&G’s female product brand Always has produced a video setting the record straight. Set in a studio, the director asks several young women - and a couple of boys - to throw, run and fight like a girl. In their first attempt, most mimicked the actions in a feeble manner that was almost insulting to girls. So does the phrase ‘Like A Girl’ means weakness? Many people in their testimonials confessed that the phrase meant weakness. A boy even mentioned that the phrase was insulting.

en will be men. Seagram Imperial Blue’s consumer is the working class, married male liv- pithy tagline has withstood the test of ing with his family in a Tier II city, which doesn’t Mtime ever since Ogilvy & Mather came allow him many avenues to entertain himself. up with that declaration, 17 years ago. It was an Ajay Gahlaut, executive creative director, Ogilvy idea, cleverly and humorously utilised by Pernod & Mather, Delhi who has worked on all the brand Ricard’s (the holding company for Seagram’s campaigns says that half the battle was won when distilled brewery business) whisky brand to keep they came up with the tagline. “It is self-explanato- interest levels ‘high’. While these ads leave men ry and anyone can narrate a quick anecdote around in splits, the fairer sex can’t help but smile at the tagline,” he says. the hilarious, yet true situations depicted in the Though the stories are simple, it has been The video basically aims at asking “When campaigns. Almost every man - or woman - can a challenge to come with new ones, which are did doing something ‘Like A Girl’ become relate to them. refreshing yet relatable. Like the commercials, an insult?” In the second half of the video, Every element in the series is what has caught audience’s fancy is the director asks pre-pubescent girls to repeat plucked out of life whether it is the poignant ghazal that is used as the same tasks. They confidently execute the impressing women by showing off the background score in each of the actions of running, throwing, fighting or kick- someone else’s luxury car, eyeing ads. Almost every search result on ing. Realising their mistake, several women another’s wife in a store, trying to hit Google and YouTube has a mention went for it a second time, this time with a much on an attractive woman in the elevator of it with users asking for the full stronger and confident effort. or bargaining for a diamond ring version of the musical piece. The testimonies at the end from several after forgetting one’s anniversary, The man behind the two-line women actors tell that whatever they do, they these ads never fail to crack you up. ghazal is Gahlaut himself. “Not do it like a girl and are not ashamed of it. The The latest campaign in the series is many people know but I’ve written video’s underlying message is that a girl’s confi- ‘Lift’. It opens with a ghazal, “Pyar ki just two lines for the commercial. dence reduces during puberty and that Always raah mein”, playing in the background I remember going for a pitch and wants to change that. It has done that by taking as a beautiful young woman (played the client (who has been trying to that question to an altogether different level by by former Miss India contestant and source the ghazal) actually asked me raising a question to all. upcoming model, ) is to complete it,” he chuckles. Amanda Hill, brand director, Always, P&G, seen talking on a phone in a lift. The In terms of media mix, television had this to say, “The goal is to turn the phrase camera reveals the torso of two men continues to be the lead medium for ‘like a girl’ from being an insult to being a real (dressed in formal wear and one the brand. It is heavy in print and compliment and boost self-confidence. We’re of them wearing his employee tag) OOH. hoping we can really start a movement.” The standing with her. The minute the The Indian IMFL market is over video is created by Leo Burnett’s Chicago, woman exits both the men heave a 200+ million cases of which Pernod London and Toronto offices. sigh of relief and exhale, letting their Ricard has a share of approximately Always is a brand of feminine hygiene prod- stomachs hang out again. 15 per cent. Raja Banerji, GM - ucts, including maxi pads, pantyliners, and marketing, Pernod Ricard India says feminine wipes, produced by Procter & Gamble. TAGGED FOR LIFE that Seagram’s Imperial Blue is the The product is sold under different names in eagram’s Imperial Blue was No.2 player in its category with different geographies. Slaunched in 1997. It targets male annual sales of over 10+ million (Viral Now is a section about videos that are catch- consumers between 25 and 35 years cases. „ ing people’s fancy on social media). „ of age. A pen portrait of the target Gahlaut (T) and Banerji [email protected] [email protected]

10 afaqs! Reporter, July 16-31, 2014

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

SNAPDEAL SAMSUNG GALAXY TAB AIR WICK The TVC shows the male protagonist having a nightmare The TVC demonstrates the tablet’s screen technology The new TVC tries to capture human emotions with a about his girlfriend going on a shopping spree. He wakes through a comparative story, in particular, showcasing its distinctive angle to showcase that ‘AirWick brings life to up and takes solace in the fact that saving on top fashion clear superiority in colour range and contrast. Consumers the air to help you feel more alive and add to the aesthetic brands is still in his hand, courtesy the End of Season Sale are allowed to compare the Galaxy Tab S and another of the room.’ on Snapdeal.com. model’s display in a split screen, and then see which one looks better.

Production House: Opticus Inc Creative Agency: FCB Ulka Creative Agency: Cheil Worldwide Creative Head: Nitesh Tiwari PRINT TATA MOTORS The automobile giant has launched its latest engine Tata Motors Revotron Engine and released a print ad to mark the announcement of the launch of TIMES OF INDIA a campaign. The AMUL The publication has released a print advertisement idea is to create If it is World Cup time, it has to be football. The to announce the launch of its latest camapign ‘Times awareness around cooperative dairy brand has released a print campaign, Passion Trails’. The campaign urges people to come and the power that the showcasing that the brand is a referee for all. indulge in their passions with other like minded people. engine provides to the vehicle.

C C Creative Agency: DaCunha Creative Agency: Taproot CCreative Agency: Rediffusion Y&R OOH DIGITAL

FASTRACK ROOHAFZA GILLETE Catching on the FIFA fever, Fastrack turned bus shelters RoohAfza has launched an OOH campaign where it Whether you are just learning how to shave, getting the into life size goal posts to announce the 25 per cent has created a 3D RoohAfza bottle that pours out the right beard styles or doing some manscaping, for over sale on football related clothing and accessories. The red coloured drink in a glass full of ice signifying how one hundred years Gillette razor has evolved to meet all innovation was done in Mumbai, Pune and Bangalore. It is refreshing it is in summer. The objective of the campaign male grooming needs, the brand says. part of a larger campaign being executed across 28 cities is to generate brand awareness and connect the younger all through the Football World Cup. generation with RoohAfza.

Agency: Milestone Brandcom Agency: Kinetic Creative Agency: Oh Yeah Wow

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

12 afaqs! Reporter, July 16-31, 2014

$'9(57,6,1* BACARDI The Native Touch Bacardi goes desi and offers Nimbu Paani and Aam Panna flavoured Breezers to its patrons in India. By Saumya Tewari

he when-in-Rome adage has helped many a universal acceptance of both these flavours as the global brands flourish in India. Examples ‘ultimate thirst quenchers’ in the country. “Nimbu Tof brands such as KFC, Dominos, paani and aam panna can be spotted across almost McDonald’s and Dunkin’ Donuts that have every street of each Indian city,” he notes adding tweaked their menus to the delight of their Indian that the company will roll out more Indian fla- consumers are plenty. Why, then, should liquor vours in due course of time. brands let a good thing pass by? Bacardi, the spirits giant, has taken its first step onto the ‘desi route’ and launched two new flavours - nimbu paani and aam panna - for its low- alcohol ready-to-drink (RTD) brand, Breezer. While aam panna is a spiced-up mix with the flavour of raw mangoes, nimbu paani brings a sweet and salty flavour to Breezer lovers. These new flavours mark a departure from the brand’s exist- ing international range that includes Cranberry, palette. Both men and women consume the drink Blackberry Crush, Orange, Jamaican Passion, and it is certainly not a ‘women’s only’ drink.” Lime, Island Pineapple and Green Apple. With The company is planning to carefully track how this launch, Bacardi becomes the first global bev- these flavours perform in the domestic market erage company to incorporate Indian flavours in its before thinking of taking them global. Breezer offerings. The India unit of Bacardi has developed “Breezer satisfies enjoys a fair degree of penetration and consump- the two flavours. tion in metros, mini metros and Tier II cities. the universal Metros have always been at the forefront of chang- MIX AND MATCH need for having ing consumer habits. “So, we’re expecting that vailable in Haryana, Maharashtra, West a low-alcoholic this will begin as a spark in the metros and will ABengal, Goa and Karnataka, the new arriv- penetrate into the smaller, semi-urban cities,” says als will be found in eight more locations in the beverage.” Seth. coming months. They are priced in the range of MANISH SETH In terms of marketing and advertising the new `70-100, which is similar to the existing flavours launch, the company will be using a mix of digital available in market. and experiential. Breezer, as a category, has been Dubbing the Indian consumer as ‘confident’ closely connected with the consumers via the and ‘experimental’, Manish Seth, director of sales WILL THEY SIP? digital space. The company has regularly created and marketing, Bacardi India says that there was a reezer, as a category, is primarily targeted at activities on the online medium to keep consumer fair amount of consumer research that went before Byoung consumers. The core consumer group participation high. the launch of, what he calls, an ‘Indimix’. All is of legal drinking age plus five years. However, The RTD category has bridged the gap between reports, he says, showed that consumers wanted Seth tells us that their consumer research shows consumption of soft drinks and hard spirit. to try Breezer in the flavours they were familiar that much of Breezer’s consumption is increas- Usually, the alcohol content in these drinks is with. “These flavours topped the list of the pan- ingly coming from people out of the core TG. 4-8 per cent. The low-alcohol RTD market size India level research and we decided to target it,” Breezer has often been dubbed as a ‘pre- in India is around 2.5 million cases. Ever since Seth notes. ferred drink’ for women, owing to its low-alcohol its launch in the early 2000s, Bacardi Breezer has The decision to zero in on these two flavours percentage. Seth, however, disagrees, “Breezer sat- dominated the category with its market share hov- wasn’t a tough one as both ‘nimbu paani’ and ‘aam isfies the universal need for having a low-alcoholic ering at 97 per cent as per various media reports. „ panna’ have mass appeal. Seth asserts that there is beverage, which is fresh, sweet and smooth on the [email protected]

WALK IN WITH A METRO MIND. WALK OUT WITH AN UNMETRO MIND. Get ready for some myth busting; because what was true for the non-metros a decade ago, is not true anymore. Today it is a widely accepted fact, that the next level of growth in India is coming from tier 2 and tier 3 cities. Dainik Bhaskar has been bringing you these stories of tremendous growth in the UNMETROs – the markets driving India. After a fabulous response last year, Dainik Bhaskar is back with UNMETRO – a knowledge sharing platform that brings together industry experts, planners, and all stakeholders, to ideate and share the best practices, to realise the full potential of UNMETRO markets. So get ready to UNMETRO your mind, log on to www.unmetro.in to register.

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RSVP: Madhur Anand Ê [email protected] Ê +91 99711 50111 To know more, write to us at [email protected] Ê www.unmetro.in METAL 32,1762)9,(: Whose Line Is It Anyway? In the ideas business, where brainstorming takes place in large groups, how do agencies assign creative credit? By Ashwini Gangal .$5$15$:$7 0$/9,.$0(+5$ 9,.5$03$1'(< =2+$5)851,785(:$/$ Founder and ECD, NCD and Executive Vice President, ECD, ECD, Art AutumnWinter Communications & Design Grey India Leo Burnett India Scarecrow Communications FOTOCORP FOTOCORP THE PROBLEM STARTS THE ONUS LIES WHEN FIVE PEOPLE SIT IN MOST AGENCIES WHEN A CAMPAIGN WITH THE CREATIVE AND IDEATE, THE CREDIT YOU HAVE TO WORK BECOMES BIG AND DIRECTOR LEADING DOESN’T BELONG TO THE IN TEAMS. IN THE STARTS WINNING THE TEAM. HE/SHE PERSON WHO COMES CASE OF MEGA BRAND AWARDS. THEN, THEY OUGHT TO HAVE UP WITH THE FINAL CAMPAIGNS, EVEN IF ALL GO ON TO TELL THE INTEGRITY AND LINE SINCE A LOT OF YOU COME UP WITH WORLD THAT IT WAS SHOULD BE SENSITIVE THINKING HAS GONE AN IDEA, THE cracked by them and forget to team dynamics. Very often, behind that line. manifestation of that idea is about teamwork. the quietest trainee may have When it comes to ‘stealing’ something the team comes up Once cracked, every idea the brightest idea. It has to credit, it’s a case of few bad with unless someone is working goes through the process of be spotted and applauded, apples. Ultimately, credit on a small-scale campaign, at the getting approvals from sen- irrespective of the loudest voice. belongs to the person who has individual level. iors, who take it to a different In the same vein, applaud the the vision to look at an idea In some set-ups, there’s a level, converting a good idea most flamboyant creative in the and say, ‘Yes, it can become senior person heading a group of to a big idea. Similarly, when room too, if deserving. big’. The ability to spot a great junior people. In these cases, the a senior comes up with an When I take a brief with my idea is something that comes big ideas typically get cracked by idea he takes the team’s help team, we split for a while and with experience. the senior person. The job of the to execute it. re-convene once the ‘individual For example, the Dove juniors is to play footsoldiers. So, Any credit list for an ad or thinking’ is over. For any self- Read Beauty idea was while they contribute to the idea, film is always a long laun- respecting creative person, this something a junior writer they cannot claim it as their own. dry list as each member has is a crucial and sacred process, had put up on his soft board. At the same time, you cannot contributed to it. If an idea is because what ‘comes out’ is a A CD spotted this and came deny credit to the juniors either. cracked during a discussion part of you. That first germ of a back to his head office and While brainstorming in or brainstorming session, a thought can never be ‘teamwork’. said, ‘This is what we should groups, people often come up single person cannot take the Sometimes, it’s so brilliant that be doing for Dove’. The with random stuff. The vision to credit, because one idea leads all it needs is good execution. whole campaign developed distill the main idea and see it to another, making everybody At other times, there may from there. Does the credit through is often the senior’s. in the room the ‘owner’. be germ of an idea that needs belong to the writer or the An idea can come from another manifestation. Here’s CD? anywhere - the creative where some more thoughts on department, CEO or a client- the table can help ‘build’ the core servicing intern. idea.

18 afaqs! Reporter, July 16-31, 2014 ',*,7$/ ASKME The ‘Ask Anything’ App GETIT Infomedia-owned AskMe.com has released a campaign - digital as well as TV - to promote its all-in-one app featuring youth icon Ranbir Kapoor. Will people ask? By Satrajit Sen

hen it seemed that one had covered all SINGLE STOP those Indian app companies that have n an earlier story about mobile apps being mar- Wbeen advertising on TV, a new one Iketed on television, we had written about the popped up. AskMe.com (a GETIT Infomedia por- many online businesses that have taken to TV to tal) has released a campaign both on digital media promote their Android and iOS mobile apps. In and TV to promote its all-in-one app featuring the story, we argued the competition only keeps youth icon Ranbir Kapoor. growing and the app market gets more crowded The actor has been roped in to kick off a mas- every day. In such a scenario, getting people to sive campaign where he plays a series of quirky notice, download and use an app, is a Herculean characters. Each one of these characters would be task for app developers and brands. seen talking to an audience looking for quick and Bindra explains how the AskMe app is different relevant information on their mobile with the click and why it may be easier for them. According to of a button. him, when one wants to buy a sofa, the consumer looks at JustDial to know about dealers or apps MOTHER OF ALL APPS? like OLX and Quikr to know if someone is selling onceived and executed by Ignitee Digital, the Ccampaign has been put together for the new- age internet users looking for relevant information “This is a around local and personalised discoveries on their brand-building mobile. Titled ‘The Bapp of all Apps’, the campaign consists of multiple commercials, which hit digital campaign where first, followed by television. we are looking The brand has also released edits, especially for to make a recall Instagram. The campaign is meant to launch the AskMe mobile app, a one-stop destination that for the brand.” offers users deals, classifieds, local search, buy now JASPREET BINDRA and voice features. The app is now available on Play Store and iTunes. The main film featuring Kapoor, also sees a their used stuff. The next step includes searching tongue-in-cheek depiction of advertisements and for deals on Groupon or e-commerce websites like brand endorsers of other app companies. There FabFurnish. Now shifting from one platform to is a mention of an app called ‘Now Dial’ with its another is easy on a PC platform, but is extremely brand ambassador (no prizes for guessing). There tough on a mobile as one will have to shut one app is a reference to the bai who talks about discounts, and go to the other. a cue taken from the SnapDeal app and finally “That is why, the youngsters today, who are there is a guy saying ‘bech do’, referring to OLX’s a part of the mobile-first generation, prefer eve- famous campaign. rything at one place. That is where our product In the other ads, Kapoor pays special tributes comes into play. With AskMe, one can search for to iconic characters from Hindi Movies - Don or local information, classifieds and deals all at one Gabbar Singh and Veeru from Sholay and more. place,” states Bindra. Prior to the release of the campaign, Askme had He further adds that the company’s way to brought in Alok Nath (of Babuji fame on social growth is not to outnumber the competition in media) for a teaser campaign that was created to spends, but to strategically build the brand. That ‘bless’ the main campaign featuring Kapoor. is one reason why AskMe is not measuring the Explaining the objective behind the campaign, effectiveness of the campaign through download Jaspreet Bindra, CEO, GETIT Infomedia, tells numbers and why it is not even measuring the afaqs! that the campaign is meant to make the app spends in terms of the average industry estimate - a popular name among the target group of Indians it costs `50-`100 per download, depending on the between 16 and 34 years, hailing from SEC A platform. and B. “This is a brand-building campaign for “In our case, the average cost per download is us where we are looking to make a recall for the between Rs 20 and Rs 30. But if we have to meas- brand. That is why we have roped in Ranbir who ure the cost of this campaign through download is quite unique to this online category of brands. numbers, it would definitely shoot up. But we are This will help us attain an upper hand in terms of not looking at it in this way. For us, brand build- usage of a brand endorser,” he states. ing through this campaign is more important,” he According to Bindra, the jibes at the other adds. brands - and their endorsers - were not meant to AskMe is the flagship product of Getit be disrespectful towards them. “The product is Infomedia. Launched in June 2011, it helps users such that it does all of the jobs that all these other find sellers for products and discover the best deals apps do individually. To promote it, we had to in the region. The AskMe app boasts of 1.5 million have a strong imagery. We are not saying that those downloads across platforms, so far. „ are bad,” explains Bindra. [email protected]

afaqs! Reporter, July 16-31, 2014 19 STAR PLUS /($',1*7+(3$&. 6WDU,QGLD·VÁDJVKLS+LQGL*(&KDVVWHDGLO\RXWSDFHGWKHUHVWRIWKHSDFNZHHNDIWHUZHHN $ORRNDWKRZLWKDVPDQDJHGWKHVKRZBy Prachi Srivastava t has been over a decade since Star Plus amount of jadedness had seeped into the channel. launched an array of ‘saas-bahu’ serials and Colors came in with a different proposition and GAINING THE EDGE took pole position among Hindi GECs. The they told really good stories.” The team started 9LHZHUVKLSVKDUHLQ icing on the cake came with the Amitabh speaking to the consumers and realised that they 6WDU3OXV IBachchan-helmed Kaun Banega Crorepati. wanted to see something different and interesting. Ten years down the line - barring a slight  &RORUV9LDFRP hiccup - Star is doing just as well. Its viewership ON THE MEND  =HH79 ratings are way ahead of the second and third s its core consumers, most of whom were  ranked Zee TV and Colors, respectively. Awomen, started evolving, Star Plus started Taking an average of 24 weeks of 2014, Star mending its programming to be in sync. The 621<6$% Plus has a lead of 61 per cent over Colors and of “bahus” were progressing. And while their families   54 per cent over Zee TV, as per TAM data (HSM, were still important to them, they they had moved /LIH2. C&S, 4+), provided by the channel. But all this beyond just their families.  wasn’t achieved overnight. 621<(17(57$,10(17

RESHUFFLE HSM, C&S, 4+, Wks 1-26, 2014 6RXUFH TAM data, (provided by a subscriber) he channel enjoyed a peak period for five Tyears in the last decade, until Colors, then a Star Plus introduced shows like Pratigya (in 16-month old channel toppled it in week 46 (mid- December 2009) and Sasural Genda Phool (in to late November) 2008. After that, both Star March 2010) which gave a freshness, as well as Plus and the Viacom18 channel occupied the top confidence, to the channel. Pratigya was the story spots (barring one week when Zee TV was No.1) of a girl who would go to any lengths to fight for until week 39, 2009 when Colors took over and her rights. Suhani, the protagonist in Sasural Genda consolidated its position for weeks together. Phool, gets married into a joint family, but lives her Star Plus had started to lose its sheen. To life on her own terms. counter the blow, the management first made If fiction is doing so well even “These characters became the first icons of Star some structural changes. , COO, Star Plus’ new positioning of ‘Rishta Vahi, Soch Nayi’,” India took charge of Star Plus, assisted by Gaurav on Saturdays, why do you need adds Banerjee. While Star Plus repositioned itself Banerjee (then VP and head, content, Star Jalsha), non-fiction? in June 2010, it managed to dethrone Colors in now the general manager. March. Since then, it has been a leader for most GAURAV BANERJEE Recalls Banerjee, “When I look at that phase weeks, barring a few when either Zee TV or (when Colors overtook Star Plus), I feel that some General Manager, Star Plus Colors occupied the spot. Since January, 2013,

20 afaqs! Reporter, July 16-31, 2014 &29(56725< there has been no looking back except two weeks “a 22-24-year-old is closer to the person who we (week 4 and 43, 2013), when Zee TV gained a want to talk as our TG. We are female oriented marginal lead. as a brand because you can’t be all things to everybody. Women are the glue that binds the LEAPING AHEAD family together,” he says. Women’s empowerment, uring the second half of 2013, Star opened their independence, their strength and their role Dup a huge gap with its rivals - there were in the family and society started reflecting in the some weeks when Star Plus’ ratings were as channel’s stories. high as Colors and Zee TV put together. The Akshara, the lead protagonist of Yeh Rishta channel invested heavily on its writers, storytellers, Kya Kehlata Hai, who was earlier shown as a production and marketing to make a big mark. housewife, transformed herself into a professional The turnaround in fortunes came because businesswoman, Sandhya from Diya Aur Baati A 22-24-year-old is closer to the of many reasons. Firstly, the fiction shows were Hum trained to become an IPS officer, Veera person we want to talk to as our created after rigorous research (they still are). (in the show of the same name) too grew up to target group. It also made sure that the content was relevant. become a smart, ambitious girl. Secondly, the channel extended its prime-time NIKHIL MADHOK offering from four hours (the typical prime-time OF PEOPLE AND TIME BANDS Senior VP, marketing and programming strategy band for Hindi GECs is 7-11pm) to five-and-a- alking about the audience, R S Suriyanarayanan, half hours (6 pm-11.30 pm). Then, it extended its TAVP - Initiative, explains, “Star Plus does well through shows like . Also, strong fiction programming to Saturdays too. The with female audiences. But later, in the evening India is largely a single TV household and the news shows made their mark too. prime-time band, male viewership improves control of TV before 10 pm largely lies with the When Mahabharat was launched last year, women of the house. For other Hindi GECs, backed by an extensive marketing campaign, it Sony is male dominant while Colors has a mix of went on to become the 8.30 pm slot leader and audience. Zee TV is popular in Tier II cities.” also found a huge male and youth following Apart from Yeh Hai Mohabbatein, the channel also despite it being the fourth version of the epic on gets good male traction for shows like Mahabharat Indian television after BR Chopra’s Mahabharat and Diya Aur Baati Hum. The male-female ratio (1988-1990), Chandraprakash Dwivedi’s Ek Aur on the channel is around 40:60. Yeh Hai… is the Mahabharat (1997) and Balaji Telefilms’ Kahaani only original show at the 11 pm band in the Hindi Hamaaray Mahaabhaarat Ki (2008). GEC space (weekday slot). The other channels air Star’s version was the only one to come close to repeats of their fiction shows at this slot. the hit that BR Chopra’s serial was. While the core Says Shekhar Banerjee, SVP, Madison Pinnacle, story remained the same, the channel introduced “The repositioning of Star Plus and the high Krishna as a sutradhaar (narrator) who linked the decibel marketing campaign for its shows has stories to issues of the day, making it more relevant helped.” Elastic prime-time scheduling too helped for the audiences. in no small measure. While other channels have limited their TWISTS AND TURNS programming within the 7 pm-11 pm time band, Star Plus reached out to ccording to Danish Khan, programming head Star Plus went ahead to launch shows on either its audience in many ways A- fiction, Star Plus, the channel conducts side of prime time. The second season of Iss Pyaar qualitative and quantitative research to understand Ko Kya Naam Doon?...Ek Baar Phir (August 2013) its consumers. Khan believes that the channel came on at 6 pm and Ek Ghar Banaunga (April brings in novelty in the stories. “Every couple RUNAWAY SUCCESS 2013 to June 2013; replaced by Suhani Si Ek Ladki) of days, you’ll see that the story is moving and 6WDU3OXV¶UDWLQJVYLVDYLVFRPSHWLWRUV in the 6.30 pm slot. At 11 pm, the channel airs Yeh it is dynamic.” Rahul Satoskar, partner-Client 6WDU3OXV =HH79 &RORUV Hain Mohabbatein. 800 Leadership at Mindshare, agrees, “Star Plus ensures Colors airs four hours of original content on that there are a number of “high points” in the weekdays. Zee TV, 4.5 hours of original content, shows so that the audience comes back to watch 600 starting from 6.30 pm to 11 pm. The cost of the next episode - and not just on Fridays and investment is one factor that prevents other Hindi 400

Saturdays. They introduce twists or high points 790V GECs from going in for longer time bands. On an mid-week too, to keep the audiences intrigued.” average, for a regular daily soap, the production The channel also started to focus on younger 200 cost of one episode is Rs 8-10 lakh. women. Star Plus, according to Nikhil Madhok, The next big move from Star Plus came in senior VP, marketing and programming strategy, 0 February, when it extended its weekday line-up to is popular across age-group and gender. However, Jan 13 Apr 13 Jul 13 Oct 13 Jan 14 Apr 14 May 14 Jun 14 Saturdays. After Star Plus went six days a week in when the content is conceptualised and created, HSM, C&S, 4+, 6RXUFH TAM data, (provided by a subscriber) week 6 2014, it had a growth of 11 per cent (Week 1-5: 2512 TVMs, Weeks 6-10: 2597 TVMs). Star Plus has been the leader in all slots from THE BIG PERFORMERS 6 to 11.30 pm (in Hindi GECs), except for 8 pm 0RQWKO\790VRI6WDU3OXV¶VKRZVLQ which is ruled by Zee TV’s . Colors airs three of its shows - Sasural Simar Ka, 6HULDO -DQXDU\ )HEUXDU\ 0DUFK $SULO 0D\ -XQH and Madhubala on Saturdays as well. Post that, it Diya Aur Baati Hum 12.8 12.5 11.7 13.3 9.9 9.3 has non-fiction/reality shows lined up. The other Ek Ghar Banaunga 4.7 3.6 3.6 2.9 2.8 2.6 leading Hindi GECs depend highly on reality Mahabharat 7.3 7.1 6.1 7.7 6.1 6.4 shows on Saturday and Sundays. But Star Plus broke the clutter with more strong fiction offering. Pyaar Ka Dard Hai 6.6 7.0 6.1 6.1 5.9 4.9 Says Banerjee of Star, “If fiction is doing so well Saath Nibhana Saathiya 10.2 9.8 10.7 10.0 8.4 8.1 even on Saturdays, why do you need non-fiction?” Veera 5.4 6.1 6.4 6.8 6.0 5.3 Explains Madhok, “Sustained success depends on two factors - content and the way it resonates with Yeh Hai Mohabbatein 3.7 4.7 5.3 5.9 6.4 6.2 the society and how the channel is able to market Yeh Rishta Kya Kehlata Hai 8.4 8.3 7.9 7.6 6.6 6.2 and position itself. The marketing of the shows has HSM, C&S, 4+, 6RXUFH TAM data, (provided by a subscriber) FRQWLQXHGRQSDJH>>

afaqs! Reporter, July 16-31, 2014 21 ',*,7$/ FACEBOOK Cashing in on a Missed Call Facebook is testing a new type of ad that allows mobile phone users to give a missed call to the advertiser and, in return, get pre-recorded audio messages. By Satrajit Sen

COLD CALLS? the follow-up engagement and usage analytics for acebook specially created the “missed call” advertisers. Fad - in partnership with ZipDial - to appeal to The campaign ran in April and May and users in India and, later on, take it to other emerg- Facebook claims to have reached 15 million people ing markets. Facebook has more than 100 million through this initiative. It also claims that Garnier users in India, with the majority accessing the ser- Men witnessed a two-and-a-half-fold increase in vice on feature phones, which lack touch screens its online sales compared to last year. Nestle, too, and other capabilities of higher-end smartphones. is believed to have rolled out a campaign for some of its products on Facebook, using ZipDial.

MISSED-CALL MANIA his was not the first time that a brand has used Ta missed call service in its ads. In 2012, online classifieds site Quikr.com had released a TVC to communicate an innovation, wherein customers can transact through a missed call. f Indians didn’t love the idea of missed calls Recalling the impact of that campaign, Pranay so much, many things - ranging from generat- Chulet, founder and CEO of Quikr, says, “Quikr Iing public opinion to communicating brand pioneered the concept and use of the ‘Missed Call messages - wouldn’t have happened. From gar- Service’ in India on our horizontal online clas- nering support for Anna Hazare’s movement to sifieds platform in 2012. With our ‘Missed Call Kan Khajura Tesan, HUL’s latest mobile Chulet (left), Dingra: missed call optimists Service’ we continue to enable first-time advertis- marketing campaign, asking people too The company has conducted early ers and non-internet users to sell goods on Quikr. give a missed call and get somethingg tests with advertisers like Garnier com,” he says. Chulet informs that the campaign in return seems to work like a dream. Men and has encouraging results to has been highly successful and the company has Now, Facebook wants its users in show for it. Facebook plans to scale seen a sharp rise in users from Tier 2 and Tier 3 India to give missed calls to advertis- it up with additional partners and towns, who contribute to more than 50 per cent of ers. The company is testing a new take it to new markets in the coming their traffic today. type of ad that allows mobile phone months. With Facebook joining hands with ZipDial, users to click a button that dials a When users clicked on the ad how will this be beneficial to brands? Rajiv brand advertiser’s number, imme- unit, a missed call was placed to Dingra, CEO, WATConsult, states that it will diately hangs up and then receives a an auto-populated number on their work as it allows users to opt for the content return call. phone dialer. Following this, the they want to engage with. “Initially brands will The return call delivers pre- caller receives an SMS - with ques- experiment with current campaigns whether TV recorded audio messages about tions on trivia for taking part in the or radio and integrate those with such ads. Over everything from sponsored crick- contest - along with a Flipkart link time, innovative uses of such ads will come et scores to information about to purchase products. ZipDial pro- through,” he adds. „ discounts. vided the phone number along with [email protected]

DAINIK BHASKAR five items in each locker. The format includes the picture of a locker and five different empty picture spaces, Cut and Paste where the cosnumer can paste the images of the items he has cut from The group will launch a pan-India activity to the paper. If the reader’s count of items in engage with the readers via a cut-and-paste a particular bank locker matches activity allowing them to win prizes. News Bureau with the organizer’s format, the participants stand a chance to win a plot of land and a car among other ainik Bhaskar has launched will publish 47 items over 30 days significant prizes. The activity is a pan-India reader in all editions and the participant has being executed across markets. Dengagement initiative titled to choose 45 of them and cut them Vinay Maheshwari, SVP, sales DB Vasiyat (will). All the editions from the newspaper and put them and market development and brand of Dainik Bhaskar, Divya Bhaskar in an activity format, which includes management, Dainik Bhaskar and Divya Marathi took part in the putting those pictures (termed as Group, says, “DB Vasiyat is a game of programme that began from July 5. items) in nine different bank lockers. probability and luck for participants The announcement was made in These bank lockers were to pick the exact same bank locker the form of a will that was published published in the editions separately and items to win the grand prize.” „ in newspaper on July 3. The group on July 4. A participant can put only [email protected]

22 afaqs! Reporter, July 16-31, 2014 India’s original men’s magazine

celebrating14 years of success

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Subscribe through Magzter, the Digital Web Store, on iTunes and Android Market www.facebook.com/mansworld.ind | www.mansworldindia.com | on ipad at magzter.com ',*,7$/ CAREERS360 Across Platforms After a recent round of funding, Careers360 has plans for an education marketplace. By Satrajit Sen

onsider these figures. In May, this web- site’s Google Analytics number was 8.8 Cmillion visitors. According to Comscore, in May 2014, the website reached 4.3 million visitors online. In fact, it is way ahead of its five closest competitors clubbed together. No, this is not a network website of Yahoo or Google. It is the homegrown career-counselling platform, Careers360.com. In the last few months, the company has been carrying out ads of how the platform has surpassed its competitors like the Info Edge-owned Shiksha. com, HT Media-owned HTCampus.com and individual players like Minglebox and Pagalguy, most of which have been promoted on TV, print and digital media. Careers360.com,” he says. The platform also KNOWLEDGE BANK gets its users pay to access these data points after sk Maheshwar Peri, chairman, Pathfinder “Our platform a given stage. On any given day Careers360 gets APublications (the company that runs works very much around 60 students paying for accessing data. Careers360, the dotcom and the magazine by the in relation to same name), if he is happy with this success and NEW AVENUES he shoots back. “All this happened over the last what the audience n June 2014, Careers360 raised an undis- one-and-a-half years. Much of this success is due is likely to be Iclosed amount of investment from five angel to the fact that - online - the platform works very investors led by Ranjan Pai of Manipal Group, much in relation to what the audience is likely to looking for.” Satya Narayanan of Career Launcher, Mahesh be looking for. MAHESHWAR PERI Murthy of Pinstorm and two other undisclosed “I know for a fact that right now students are financial investors. The company will use this searching for how to crack CAT exams, because investment to build an education marketplace CAT is going to be held in November and they are FLEXIBLE called MyCareers360. This marketplace will allow going to apply in July or August. Similarly, we also s far as content strategy goes, the company students to evaluate, compare and purchase educa- have the average student who is still looking for Auses its magazine content and backs it up tion products and services. his or her engineering seat as the JEE score is sup- with data to leverage user behaviour. For exam- The company wants to be present across all posed to come out soon. So at this point of time ple, the magazine does a B-School ranking, platforms. YouTube videos with frequently asked two sets of my teams will be working on preparing which ends with 500 schools getting ranked. questions (FAQs) are something Peri is looking content like ‘What happens if you are an average “However,” says Peri, “there is a much larger at. To leverage the TV platform, Careers360 has JEE ranker?’ The other team will be churning out chunk of data about other schools that lies with a daily programme with NDTV called Heads Up content like ‘How to crack CAT?’” Peri declares. us which we use to empower our audience (from 6:30 PM to 7:00 PM). It has plans for the The portal also allows the user to do customize online. So, if a student wants to know the top mobile platform as well. „ search, among other things. schools ranked No 11 onwards, he can do it on [email protected]

SONY TELEVISION Replacements in Place Bachchan’s fiction debut airs Monday to Thursday at 10.30 pm. News Bureau ulti Screen Media’s Monday to Thursday at 10.30 pm. flagship Hindi general Bade Achche Lagte Hain has gone Mentertainment channel, off-air. Launched in May 2011, the Sony Entertainment Television, has show got immense popularity for the finally announced the launch date channel. However, after garnering of one of the most eagerly awaited good viewership for the initial two real estate baron, who has recently Yudh is co-produced by TV shows. years, the show eventually started been diagnosed with a degenerative Bachchan’s production company Amitabh Bachchan’s fictional to fade. The -Sakshi neurological disorder. It traces his Saraswati Creations with Endemol debut on the small screen with Yudh Tanwar show will air its last episode journey which includes struggle India. is the has been in the news for long. The on July 10. with his collapsing health, battle creative director with Shoojit Sircar show replaces Balaji telefilms’ ‘Bade ‘Yudh’ is the story Yudhishthir with business rivals and the as creative consultant. „ Achche Lagte Hain’ on Sony and airs Sikarwar (played by Bachchan), a complicated family equations. [email protected]

24 afaqs! Reporter, July 16-31, 2014 352),/(

RAJDEEPAK DAS I CCO I LEO BURNETT INDIA After MICA, he moved to Bengaluru, and met Neil Flory, a young creative director at Enterprise Mad Ad Man Nexus, who hired him “after a three-minute interview.” Here he worked on the Titan business and By Ashwini Gangal got his first award, an ‘International FOTOCORP Jury Grand Prix’. month after he took on his new role, we find about ‘the FOREIGN SHORES Aguy who replaced Pops’ ater, he joined Grey Mumbai, Born to a lawyer mother and Land Contract Advertising. Das doctor father in Berhampur, Odisha, set his eyes on BBDO Bangkok next Rajdeepak Das grew up fantasising and flew out to meet its creative about advertising. Growing up, Das head, Suthisak Sucharittanonta. honed his talent for cartooning and What follows provides an insight filled the walls of his room with into Das’ character. cutouts of intersting ads. Das stood outside the agency for “My father’s dream was to see me 17 days trying for an interview with study mechanical engineering at IIT Suthi, till his secretary threatened Kharagpur,” he says. But the future to call immigration. Eventually, ad CCO of Leo Burnett had different maker Thanonchai Sornsriwichai plans. Post standard 12, he moved helped him with Suthi’s to Bengaluru to pursue a bachelor’s whereabouts. “I stalked Suthi with degree in Business Management. a copy of a magazine that had his Here he was introduced picture. That’s how I recognised to ‘Mad Ads’, an intercollege him. As he was getting into his car, I ad-making competition something jumped in and threatened to kidnap that reinforced his passion for him if he didn’t see my portfolio,” advertising. He had to crack briefs he narrates. An interview later he for make-believe products. “Then I was hired. realised I have to be in advertising, Over the next four years, no matter what,” he recollects. he became Suthi’s blue-eyed boy, “sweeping every possible THE AD TRAIN advertising award”, went on work at as went to almost every agency international locations, and turned D- including O&M, Mudra and around so-called “boring accounts” JWT - asking for work. “But I like HomePro (a furniture brand). wasn’t entertained because I didn’t have an art background,” he recalls. BACK HOME After graduating, Das taught ust when things got monotonous, animation and photoshop at Arena JDas was asked to come to India Multimedia. “I got offers to be to pitch for 7UP. After winning it, a dotcom designer, but wasn’t BBDO India was established. “I met interested,” he smiles. One day, Josy Paul and also decided to move Das shelled out `350 to attend Big to India,” he says. Bang, an award show organised by Monday, showed me around O&M. be part of a creative course designed It was then that Saurabh Varma, the Bangalore Advertising Club. For the first time, I was exposed to by Suraja Kishore. “He was my first CEO, Leo Burnett, called him. “I saw Abhijit Avasthi there. I good advertising,” Das reminisces. teacher,” says Das, “I was exposed “I saw similarities in Burnett’s had no idea who he was but I struck The librarian gave him a copy to so much advertising-related philosophy and my own,” he up a conversation about advertising. brief to crack but before Das could material that, after hours, I’d sit says. And what was that common He introduced me to the agency’s do anything about it, he heard back back in class with my pillow and ground? “Humankind.” „ librarian, who, the following from MICA, where he’d applied to watch ads on the VHS player.” [email protected]

FRQWLQXHGIURPSDJH << WEAK LINK IN THE CHAIN? endevour is to challenge the status quo.” There f fiction has been the strong point for Star - in were failures too. Leading the Pack Ithe past six months, at least six of Star Plus’ Mad In India (featuring Manish Paul and Sunil also helped attract lot of viewers. Mahabharat was shows made it to the top 10 list of most watched Grover, who achieved fame as Gutthi on Colors’ one of the most talked about campaigns last year. Hindi GEC shows - non-fiction did not actually Nights with Kapil), went under because of From the 3D print ads, to changing the name of stumble. The second season of ’s the lack of novelty and good script. Survivors India Maharashtra Times (to Mahabharat Times), the Satyamev Jayate (SMJ 2), in March, helped build was another reality show that was a disappointment channel had several innovations. There was an the brand further. In five weeks, SMJ 2 rated an for the channel. It hasn’t given up though. extensive digital campaign when Sandhya of Diya average of 4.1 TVMs, compared to 4.5 TVMs A reality show with Yo Yo Honey Singh, India’s aur Baati… became an IPS officer. (during the first five episodes of season 1). Raw Star is on the cards. The show is a platform Veera took a time leap in November last year. The channel had also had successful season to find the “ultimate” performing artiste who can The track was driven by the marketing team. The of with Sajid Khan, Terrence Louis bring in a visual experience to music. And it has to show, which was widely followed by old women and Shilpa Shetty. The channel aired Masterchief be someone who can go beyond singing and create of rural India, wanted to shift the focus to young India’s kids’ special for the first time ever titled a distinct style of music, irrespective of language or women of urban India. Radio spots were used to Junior Masterchef. Ashish Golwalkar, non-fiction genre. Somewhat like Star itself. „ introduce Veera as a cool girl and a fashion icon. programming head of Star Plus says, “Our constant [email protected]

afaqs! Reporter, July 16-31, 2014 25 0(',$ MTV SONY SIX Fantasy Fiction Caribbean The channel is launching a supernatural drama on vampires titled ‘Fanaah - An Impossible Love Story’. News Bureau Calypso The Caribbean Premiere fter the success of ‘Haunted League will be broadcast Weekends’, featuring Sunny across SIX HD and SD feed. ALeone, Viacom18’s youth entertainment channel MTV, is aim- News Bureau ing for more thrills. The channel has decided to summon vampires SM India’s sports and and werewolves, with the launch of entertainment channel, Sony Six its first fiction supernatural drama Mis all set to broadcast exclusive ‘Fanaah - An Impossible Love Story’. live coverage of the Caribbean Premier The show will be produced by BBC League (CPL) for the second consecutive Worldwide Productions India and year. will go on air on July 21. The channel will show live coverage This will be MTV’s weekday slot and highlights of all 30 CPL matches. The after nearly a year when it aired tournament will feature global cricketing Reality Stars. Fanaah will be aired superstars Chris Gayle, Kevin Pietersen, on Monday through Friday, at the Dwayne Bravo, Ross Taylor, Saeed Ajmal 6 pm slot (with three re-runs in a BBC Worldwide and Kieron Pollard. single day). The shows currently on Productions has This year, the domestic Twenty20 air include ‘Splitsvilla’ (a weekend tournament league will commence at show, hosted by and produced Fanaah. Grenada before moving on to the other Nikhil Chinappa), ‘MTV Webbed’ Caribbean nations. (Fridays) and ‘Jhand Hogi Sabki’ ducted its ‘Curious Minds’ study. Prasana Krishnan, MSM EVP and (weekends). All are non-fiction That’s when the team realised that business head, Sony Six says, “The Limacol shows. among the youth, there exists a tre- CPL was a huge success in the first year and ‘Fanaah - An Impossible Love Story’ mendous appetite for fantasy and we are pleased to continue our association is a story of power and love. Some fantasy-based love stories. Thus, the with them for the second consecutive of the actors the show will fea- channel decided to ideate on this year. This year, the matches are scheduled ture include Karan Kundra, Rithvik show. through Thursday to Sunday featuring some Dhanjani, Chetna Pande, Anita Fanaah is targeted at “tweenagers” Hassanandani, and (10-14 years) and teenagers. MTV, Ahsaas Channa. Of these, Kundra Chatterjee says, enjoys similar and Dhanjani will be seen in the lead popularity (reflected by viewership roles - Kundra will play the vampire numbers) among both males and and Dhanjani will play the werewolf. females. “It’s the mystery and super- This is not an entirely new theme. natural element of the concept that In the past, Star One had aired a will draw male audiences. At the show called ‘Pyaar Ki Yeh Ek Kahani’ same time, the love part of it and that starred Dhanjani (werewolf), Vivian Dsena the theme will attract female viewers,” she says. As (vampire) and Sukriti Khanpal (their common love of now, the channel plans to telecast the show for interest). Fanaah will also have a love story angle a period of six months. However, the show may be Krishnan: Caribbean Fever along with other plots. The show is also being com- extended further, depending on its performance. pared to a popular American series, ‘The Vampire To promote the show, MTV released a teaser of greatest global cricketing superstars. We Diaries’. film on YouTube last month, in which a bunch of are confident of providing our fans with an According to Sumeli Chatterjee, head, marketing, youngsters is shown partying. In the film, Kundra enhanced viewing experience of one of the media and insights, MTV India, the only similarity (a vampire in the series) is shown biting a girl. The most eagerly-awaited cricketing series.” between Fanaah and the other shows is the pres- channel plans to promote the show on the digital Pete Russell, COO, CPL states, “We’re ence of a vampire, a werewolf and medium too. On the day of the delighted to team up with Sony SIX a human being. She insists that the launch, MTV will unveil what it calls again this year. Top class T20 cricket in a treatment of the show has “never a ‘parallel digital world’ on the com- carnival-like atmosphere has proved a hit been seen before” on Indian televi- pany’s official (India) website. with fans everywhere and we expect the sion. The media mix also includes a 2014 tournament to be bigger and better “Fanaah has a different style of nar- 20-city outdoor marketing plan as than before.” ration. It is a story of five teenagers, well as promotions across cinema The league will kick-start with the based in the modern age. However, halls. For the record, the last fiction coverage of the opening clash between the story includes a time lapse; it goes show MTV India aired was ‘Reality Guyana Amazon Warriors and Antigua back and forth in time. The narration Stars’ (March 2013). This season- Hawksbills on July 11 2014. Since its - and characterisation - is something based, satirical fiction show, in the inception, the channel has successfully new in the youth genre on Indian drama-comedy space, was created by managed to target the youth of India television, and that makes it a very Nikhil Taneja. It captured the com- through a mix of sports and entertainment. different concept,” Chatterjee avers. edy and chaos of the entertainment The channel is a part of the network The whole concept took birth industry. „ channels of TheOneAlliance. „ earlier this year, when the MTV con- Chatterjee: Palying with Fear [email protected] [email protected]

26 afaqs! Reporter, July 16-31, 2014

:+(1%86,1(660((7662&,$/ SOCIAL MEDIA AS A MEASURABLE BUSINESS TOOL

ocial media is an animal easily available on any platform yet. aim to use social media as a way probably much misunderstood, In true loyalty management style, I to develop a pool of customers Smisused and misappropriated. would love to have a community of who see your brand as a quality One must look at normal human people who have shared my posts brand, a trustworthy brand, and a interactions before taking up social 500 times and call them superstars; brand that’s actively available on media campaigns. those who’ve shared my posts 250 the e-commerce ecosystem. I might have liked about 10 pages times stars, and so on. Personalised marketing using  63(&,$/5(3257 yesterday. For the life of me, I cannot A few recent incidents are social data-triggered programmatic remember more than 2 of the 10 rather illustrative of this process of techniques, can be scaled from that I liked. The 2 things I remember community building. On Mother’s relatively niche audiences to an is because my life depended on Day a few weeks ago, our editors audience numbering in the hundreds them: a post for Amar Chitra Katha put up a post that defined Social of thousands. The fact is that with and a post for National Geographic Media. And was a defining post 65% of the India’s population under Traveller. Therein lies the current from a strategic perspective. More the age of 25, the mobile and social inaccuracy and the inherent danger of than 15% of our community on media worlds are merging. These are the measurability of the Social media Facebook liked this post. And the people who are finally living by as a business tool. more than 4% shared it. That is a the must awaited concept of ‘word- This is how I understand it: in whopper by all direct marketing of-Facebook (WoFB) rather than the our everyday human interactions, we standards. That was a convincing more conventional word-of-mouth might come across a person several vote in favour of moving on from (WOM)! And with customer buying MANAS MOHAN times a day – but unless the other conventional platforms to the new habits analytics, you know what a COO Publishing, person is relevant to us, we will technologies… and get results customer liked, bought and wishes Amar Chitra Katha probably smile (aka ‘like’) him/her, (incidentally, I would like to believe to buy and the same can be tailored Pvt. Ltd. but never know/recall his/her name. that my sales on Flipkart went to find out what can be shown next Our digital managers would tell us up several percentage points on which increases his probability of that since we have a 100,000 likes the days this post was making purchase. Using feedback & surveys and that is the size of our community. its presence felt!). Conceptually to add the insight of the customer Or if we have 50,000 followers similar but different in practice is about the brand and delivering to on , that is the size of our the fact that the Suppandi page on him his expectations of service is engaged community. The question Facebook is NOT run by us. It’s run now the new baseline. remains that in the age of 1000 by a true fan and has nearly a lac People talk about our brands in friends on Facebook, how many do likes. Pages on Shambu and several the hundreds of thousands better still, we actually remember? other characters are similarly they display the covers of the books Sharing a post is a better sign of published! We have missionaries they’ve bought from us, or screen engagement. And it certainly would helping us! The fact is that if grabs of their tablets displaying their be. The true community will be of your business offers a product or downloaded titles (from us!), that is people who have shared my posts service which is primarily used or the measurement of social media I repeatedly. That is a statistic not purchased by individual consumers, love best! „

VIJAY SAMPATH CEO, AMAR CHITRA KATHA PVT. LTD.

The effectiveness of social media marketing really comes from being able to get the brand and the message discovered and talked about. It may seem easy to target the audience of one’s choice, but the challenge lies in managing the clutter vying for a person’s attention in the social media space, as well as keeping ahead of the ever morphing loyalties of younger audiences towards newer media platforms. Through social media, we have taken storytelling to a new dimension and the shared experiences have led to a large and growing community that loves to connect and engage with us online. This community also serves as the core group of customers for our various products and also provides valuable insights.

28 afaqs! Reporter, July 16-31, 2014

:+(1%86,1(660((7662&,$/ GETTING BEYOND ‘ROI’ TO MEASURE THE TRUE BENEFITS OF SOCIAL MEDIA

there is always a temptation to link To summarize, here are few ‘ROI’ with these quantifiable aspects things you can remember about and completely miss out on other social media ROI: qualitative aspects. ‡ Quantity is not always the only

 63(&,$/5(3257 “What do you want to measure? metric – 5 engaged followers The “social” or the “media” says David are better than 500 non-active Alston of Radian. Doesn’t it make followers. you think about the true definition of ‡ Quality of interactions is crucial ROI when it comes to social media? - 1 Retweet from an influencer It definitely should - because the can have much better impact “media” aspect is quantitative and than impressions to 1000 inactive “social” is qualitative. accounts. Let me try and explain what ‡ Conversation is as important I mean by this. Quantitative ROI as conversion – social media means anything that can be measured offers an opportunity for two- in numbers – such as number of way communication and brands visits to your site, number of leads, should definitely leverage it for RADHA GIRI ccording to a recent survey increase in sales/revenue, number building connections with the Founder & CEO, conducted by Decipher of fans, followers, Retweets, shares target audience. Aon behalf of the Word of etc. Qualitative ROI is something ‡ Negative comments also deliver Midas Touch Consultants Mouth Marketing Association and which has very high qualitative ROI – provided you act on them the American Marketing Association, value associated with it but it is in a right fashion. For example: 70% of the markets anticipate that in hard measure it in number – this If a brand properly handles 2014, their companies will increase could include things like interactions, negative comments from an irate social media spending. feedback, loyalty, trust, passion or customer on social media, other Social media is no more an option brand awareness. connected users automatically today. It solely is a matter of how Here are some examples of brands have a positive impression about effectively and creatively brands adapt deriving qualitative and quantitative the brand in their mind. this medium. Yes, it is very powerful ROI through social media. ‡ Advertising cannot tell you and at the same time, it’s very tricky consumer sentiment but social – I say tricky because social media QUANTITATIVE ROI: media can. Use social media for marketing is becoming more and ‡ Southwest Airlines: attributes such things and that’s ROI for you! more complex. Everyone is talking more than $1 million in additional ‡ As Jay Baer said, social media social, every online website wants ticket sales to their presence on isn’t inexpensive, it’s different “social integration”, the number of Twitter. expensive – you need to know social platforms is growing, social this when you calculate the ROI medium is within the reach of every QUALITATIVE ROI ‡ Social media cannot be left only smartphone holder, there is tons ‡ Starbucks: Generated lot of with your marketing department of data and there are hundreds of new product ideas by asking – the culture of social media has to metrics to track. users what they want. be throughout the organization. Brands have been spending on ‡ Social media landscape is changing marketing for ages and understand The ideal way to go about social rapidly – remember to tweak the power of ‘being in front of’ the media marketing is define goals, your ROI definition from time to target audience and grabbing the identify tools and platforms, define time to get the most from your eye balls. I believe what adds a little approach for each platform, execute. social media efforts complexity to social media is the Unfortunately, many brands start ‡ ROI for B2B companies is fact that there are certain aspects with execution and then go about different from B2C – One like clicks, visits to the websites, defining what they want as ROI. It solution does not fit all. Define fans, followers etc., which can be needs to be linked to business goals your own metrics and measure very easily quantified and therefore and objectives. the RoI accordingly. „

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@NatGeoTravellerIndia facebook.com/natgeotraveller.india @NGTIndia :+(1%86,1(660((7662&,$/ FROM CONVERSATIONS TO CONVERSIONS: RETHINKING THE WALLED GARDEN APPROACH TO SOCIAL MEDIA ROI

While a few B2B companies who consumers to share a piece of your have adopted social media, have brand that they’ve connected with,

 63(&,$/5(3257 been able to translate social following can a great campaign match the into social selling successfully, via behaviours of consumers on and deep integration of conversion offline through a holistic experience tracking tools delivering a low cost that amplifies naturally via word of per acquisition on social media. The mouth and generates media for itself? paradigm gets more complicated with Medium of engagement: social B2C companies, where marketers media, point of experience - retail need to create a brand and support and campuses. campaigns that reach their TG on a Social media was used as a key personal, more emotional level, and medium of engagement to drive where customer acquisition doesn’t consumers to experience pads at necessarily translate into either high-footfall malls and top campuses, recurring revenue or long term nationally. At the experience pads, engagement. qualified stylists helped youngsters So how does a marketer create a new look that accentuated translate conversations into their personal style, and simplified the AMBIKA SHARMA or all of marketing’s obsession conversions? style proposition with DIY stations Founder & MD, with return on investment, The first step is to remove social for both men and women. Pulp Strategy Fsocial media so far has been media from a silo status and align Riding on the spirit of love and the elephant in the room with with the business’ overall marketing togetherness during the Valentine ROI metrics remaining surprisingly communications strategy as opposed week and the coolest term of the primitive. So much so, that a lot of to keeping social media in a silo. As the year, selfie, the campaign drew from marketers are of the opinion that concept of shares continues to rise in focusing on looking your best for trying to map the ROI of social media importance (again as an outcome of your partner, creating your very own to the consumer purchase cycle is an emotional connect with a certain expression of style as a couple with futile. content that translates into sharing), #StyleTurf, and posting a couples Likes, Retweets, and true inspiring audiences has emerged as a selfie that could take you to stardom engagement? critical objective for brands. A two- with a youth channel. With prizes While most organizations agree way conversation lies at the heart every hour and the promise of that channel or media specific of this which brings us to the idea of good looks, a tight sales channel engagement metrics dominate, for triangulation for higher ROI elevating integration resulted in experiences example: likes or Retweets, but these social media from its walled garden being translated into adoption. are rarely the indicators of a brand’s state to an active component in a To conclude: It’s time to evolve health, and even more rarely tied larger marketing plan. your social media ROI from the to a more tangible metric, like net Social, Experiential and Earned lone island state to a synchronous promoter scores or translation into media - the new triangulation for high efficiency outcome aided by sales. Social marketers have resorted ROI. triangulation. to finding an ally in media to increase We know that consumers do not As the digital world becomes this engagement. However, with a trust advertising, that word of mouth increasingly crowded and social social base acquisition strategy that is still remains the most important engagements work on supporting highly commoditised with a cost per brand advocacy phenomenon, that media crutches, brands who are page like being paid out for increasing humans draw on experiences, and cognizant of an integrated approach to threshold numbers, true engagement that they love sharing what moves ROI will understand that meaningful is a notional outcome. Are there them. What if a marketing campaign offline experiences translate into exceptions to this rule? could leverage the interplay between meaningful online connections (and Yes. B2C really is different even the real world and the social web? vice versa) to realise the true value of if the boundaries blur a little. If it is true engagement that inspires social media. „

32 afaqs! Reporter, July 16-31, 2014 :+(1%86,1(660((7662&,$/ FACTORS DRIVING SOCIAL MEDIA INVESTMENTS

Due to this simple, yet effective don’t miss out on any data; and also nature of social media, I have seen working with smart analysts who can brands pump up their investments. convert the numbers into actionable They want to listen to their insights. consumers and talk to them so that Millions of people are generating they can form a strong bond. They a tonne of data that can give brands realise that it is these conversations insights like no other marketing that will turn a simple follower into research exercise. The data might a customer and possibly, a loyalist be fragmented but with the help of as well. tools, brands today are making sure that they consume all of it. They have BUILDING DIGITAL realised how crucial this data is to PROPERTIES IS THE WAY innovate constantly and stay ahead TO GO of the pack. Sponsoring events and executing branded activities is a well established SERVICING THE KING ANKITA GABA ocial media marketing is no process; they might be effective but Brands are being built up and Co-founder, longer THAT marketing they are expensive too. But thanks torn apart by people on social media SocialSamosa.com Schannel which you ticked off to the rapid spurt in the growth of channels as they now wield the just because you were supposed to. digital media, brands that are ahead of power to influence the opinion of It is no more the platform where the pack have started building digital their peers. We all know this, but you have a token presence because properties either by themselves or in for some reason, many of us turned your competitor does. From 2008 association with partners. a blind eye to it for a considerable (when I kick-started my journey in We have the likes of Kingfisher period. They were hesitant to adopt digital media) till as recently as 2012, Backstage (a YouTube-based music a double-edged sword like social I would come across brands and show which unearths talented media. agencies who would use social media independent musicians) and Nano But I am glad that this perception just because it was needed to be Drive with MTV (a social media- is changing. It is nice to see brands done. centric road trip) who are keeping investing in building a Social CRM However, in the last couple of the social media channels abuzz channel in order to ensure that years - 2013 more importantly - I with their interesting activities. finding resolutions for their customer have seen a tremendous growth in For brands like Kingfisher and Tata complaints/queries is easy. Slowly, the ways social media is being used Nano, these activities are not as but steadily, they are increasing the by brands. In my interactions with expensive sponsoring a TV show size of their social media customer brand managers across the spectrum, while at the same time they can now service team and are working with they have increased their investments reach out to more people in the reputed tools. manifold and have started making digital sphere. If you have been tracking the innovative use of it; and they have These properties are a great social media industry, you will cited several pertinent reasons platform to interact with people realise that investments are not behind such a move. without actually selling. By associating going into accumulating fans and yourself with relevant partners/ running contests anymore. The NOTHING GETS YOU activities, you also reinforce your brands who know how to milk this CLOSER TO PEOPLE THAN brand’s core personality in the medium have start putting their SOCIAL MEDIA thoughts of your audience. money where they know they can Over time, brand custodians have get assured returns. begun to realise that broadcasting DATA DRIVEN SOLUTIONS Their investments are more messages is never going to be as Recently, I had a conversation strategic, while previously it was a

effective as having conversations with with the digital head of a TV network mere tactical approach. The money  63(&,$/5(3257 people. When you have a platform who was excited about how they are now goes into aspects that might where you can influence people’s tweaking their TV shows based on be less glitzy, but far more useful. perception and understanding of your the insights they garnered from their The charge is being led by some brand by having a simple interaction, social media community. really innovative brands and they are you know you will never go back to He mentioned how they are using inspiring others to follow suit as well the same set of working principles. enterprise grade tools so that they by setting a really good precedent. „

afaqs! Reporter, July 16-31, 2014 33 :+(1%86,1(660((7662&,$/ SUCCESS PARAMETERS IN SOCIAL MEDIA FOR AGENCIES AND MARKETERS

more difficult to establish success This metric serves as the ongoing parameters. On top of all this, measurement for how companies analytics tools are not designed to are performing with respect to their speak to each other making success products, services and brands. Today

 63(&,$/5(3257 parameter setting an art! it seems a daunting task to imbibe I’d like to introduce you to three social into an organisations culture, metric groupings I believe in. For both but that’s the way to go. agencies and marketers. Positional Here are 5 success parameters metrics, Engagement Metrics and for social media you should define Customer Metrics. While the first for your brand whether you are an two represent a brand’s point of agency or a marketer to put your view, the third is from a customer’s brand on the right path in the long perspective. Positional metrics run. quantifies your brands position in the #1 How close is your brand to social network. Your likes, shares, your customers? What percentage comments, mentions, increased fan of your fanbase are your customers? and follower base, all contribute What percentage of fan base are your to a positional metric and is most prospects? often paid for. Positional metrics are #2 What is your brands engagement often used as a tool to measure a rate on a weekly basis with the campaign’s success. content you create on social? Engagement Metrics are all #3 What are the other brands about how close your brand is your customers engage with and to your community – how many what is their positional ranking and comments you receive? What kind of engagement metric? PRIYA ome questions always peg as comments? How do your customers #4 What is your brand’s sentiment? JAYARAMAN success parameters for social show the love back? Are there words How neutral is your brand? A high Co-founder and Scampaigns: Did my campaign of encouragement? Engagement neutral sentiment means that you are drive Fans to Footfalls? How many metrics will differ by social channels just present in social media and your Managing Partner, leads did social give me? The number since how you engage in each is content or campaign is not evoking Propaganda India of views did my social campaign give different! These engagement metrics any actionable response from your me? Count of new likes and shares did are directly derived from the community. I get? Let’s face it, it’s just wrong to objective itself! #5 How did you manage to ask such a question! Marketers need Customer Metrics belong maintain an engagement rate with to understand that they shouldn’t to a larger ecosystem of success customers during offseason to drive be calculating an immediate return parameters. These are very important a higher onseason sale? This success and one should focus on measuring since social success parameters parameter could be very relevant the overall impact a brand’s social should never be very short term. to seasonal businesses like holiday / presence has on it’s relationship with Many of you may have heard of travel brands it’s customers. Net Promoter Scores. They are the Lastly and most important, it is true measure of any organizations very important to understand which SO WHAT’S THE ANSWER measure of customer loyalty. It is platforms are right for a specific goal TO DID IT WORK? the outcome of a comprehensive and also how to balance paid media We know what our reach is, we program that is interwoven into aimed at acquisition and owned know our target. DID MY SOCIAL organizational processes and culture. media aimed at engagement and CAMPAIGN WORK! Social plays Their Social Product SparkScore virality. Controlled experimentation a hybrid role today. The number combines the methodology of Net with paid media will help brands of platforms, what it’s used for – Promoter with customer sentiments understand its impact to find the right whether it is a PR platform, a video from the social graph to deliver balance. It’s all about feeling the love platform, a CRM platform, a content an integrated view of customer back and let your customers heart chancel, a billboard – makes it all the experience without the noise. speak over a long period of time. „

34 afaqs! Reporter, July 16-31, 2014

:+(1%86,1(660((7662&,$/ MINTING THE SOCIAL CURRENCY: FROM SOCIAL MEDIA TO SOCIAL COMMERCE

YOU’RE AMONG EQUALS fairly high-ranking. The challenge is Social media is the greatest to make it informative and engaging equalizer. It has lent consumers the at the same time, while keeping same share of voice as a brand. Ergo, it well-indexed, keyword rich and

 63(&,$/5(3257 here the brand-consumer dynamics google-searchable. Communities, as work in a completely different way. largely homogenous groups of similar Push Strategy is passé. The only individuals, are the new target groups. distinguishing factor - how engaging While it’s impossible to connect with one, be it a brand or an ordinary a large number of individuals, it is individual. The brands have to learn fairly achievable to first populate and to think like peers. No more can they then connect with communities. A hide behind just a logo and a tagline. viable Commerce extension, i.e. a They have to be interesting not just transactional platform is crucial as once in a while when a new campaign the last step to convert peers and breaks, but on a day-to-day, even followers into consumers. Context hourly basis. And as any highschool is crucial, for social media attempts going will tell you, it ain’t easy to be to mirror real world events. The popular. more you can connect with what’s going on at large (Like the twitter NOT JUST FACEBOOK newsjacking by brands during the MANISH BHATT rkut may be dead. Still, You also need to understand that recent Superbowl power outrage), Creative Director & no one can deny it’s a social commerce, or s-ecommerce, or linking your social presence to Obrave new world. Today, goes way beyond Facebook and real world through platforms like Managing Partner even the erstwhile recluses and Twitter. There are other venues FourSquare, the more it helps. August Communications weirdos have abandoned their cosy too, like e-bay and Amazon that Connections, whether they are on woodworks to haunt the interwebs. provide direct peer-to-peer sales LinkedIn or Facebook, are the real The extensive penetration of smart platforms. There are consumer currency of social commerce that mobile devices has only added fuel to review platforms like Mouthshut, brands must learn to capitalise on. this wildfire. Predictably, the brands Amazon and Yelp, or even individual And finally, Conversation. The first are drooling for a piece of this pie blogs, which help prospects zero-in marketplaces were not just places of too, especially when it’s relatively on their purchase decisions. There commerce but places of conversation low cost compared to traditional are crowdfunding platforms like as well. It seems the world has come media. But, how effective is the social Kickstarter, where consumers get a full circle, only the marketplaces media when it comes to influencing to participate in the production. are global in scope and potential. The consumption trends and sales And finally there are platforms brands have to learn to tap into these volumes? Does it yield well, if at all? that emulate a shopping-with- ongoing conversations. Or is it more of a nuisance, especially friends experience by providing Today, we have barely managed the whimsical and much dreaded chat and forum features to discuss to skim the tip of this monster comments section? and exchange ideas regarding iceberg called Social Commerce. While the question is a complex products. The categories keep on However, I do hope it manages to one, the answer is fairly simple. It proliferating. You can even invent ‘poke’ the readers, and give them depends. If you, in your naïve pre- new ones. Choose wisely. enough meat to chew on. You may internet mindset, believe that simply choose to comment, criticize or because you now have a Facebook NEW WAR, NEW WEAPONS copy, but for the sake of dearly profile and a Twitter handle, the e-Gurus are quick to suggest new departed Orkut, let’s keep the world owes you; buddy, you are in for formulas for changing times. Truth is conversation alive. „ a nasty surprise. However, if you’ve that the target is moving too fast for taken the time to understand the any rules to follow. However, one power lines of this new webocracy, must familiarise oneself with the 6 you already know it not only works, C’s of Social Commerce. Content, it works wonders. if not the only King anymore, is still

36 afaqs! Reporter, July 16-31, 2014 :+(1%86,1(660((7662&,$/ SOCIALLY SOCIAL – THE RIGHT PLATFORM MATTERS

n today’s multi-dimensional world, baby who cuts her own umbilical your target audience is present. communication doesn’t end at a cord does! Google+ is for brands Accordingly, the content should be ITVC, print advertisement, or an that already have their presence on tailor-made to connect best with outdoor hoarding. It begins there, as major social media networks, B2B your audience. If images are going exposing the viewer to your product networks and bloggers. YouTube is to be a major part of your campaign, or service is just the beginning. You a great platform to promote original then Facebook and Pinterest are a need to maintain a continuous line of content. Pinterest is a great platform must. When posting news articles and contact with them in order to grab for travel, DIY, fashion, design, food, initiating conversations, Facebook, that top of the mind space amidst the and home decor. Twitter and Google+ are the best ever growing media clutter. Else, the A relatively niche platform is places to engage your TG. chances are that your multi-million Foursquare. Not the tobacco brand The age of your target market advertising budget might just go but a geo-networking website based should also be a key consideration down the social drain. Marketers are on software for mobile devices. while choosing the right social media fast discovering the inherent power As a marketer, one often feels platform. Broadly, users under 18 of social media and are latching on pressured to participate in multiple are most active on Google+ and to it. networks in order to increase Pinterest. To find users between 25 The Half Stories phase of Tata brand’s awareness. The wise thing and 34 head to Google+, and those Capital’s Do Right initiative, is a to do is to make a strategic choice as between 34 and 44 as well as 55+ fine example of adding real value to which social media platform your comprise large groups on LinkedIn. to people’s lives via social media. brand should join. The key here is to Facebook and Twitter on the other DHAVAL Oreo India had launched a unique efficiently use your time and establish hand, have everyone visiting right RAMTIRTHKAR Facebook-led social media campaign realistic expectations, rather than from the teens to the grandparents. Creative Head & which made them the fastest growing jumping onto too many platforms Though social media might seem Facebook page in the world in 2013. and then suffering a high fall. all fun from the outside, it holds Strategy, Windchimes Or the Royale Aspira: Beyond To begin with, think about what great potential for marketers and Communications – Words Twitter contest, launched your brand wishes to achieve on social their brands to get into the minds a Digital Experiential as an extension to the ‘speechless’ media. The next step is to create a and under the skin of their target Agency TVC from Asian Paints. Whereas, tangible goal, such as raising brand audience. Businesses have realized HCL Technologies came out with a awareness, improving SEO (search the power of social media and have global talent hunt for the coolest IT engine optimisation), increasing sales, accepted that social media marketing professionals through a unique 3-week or improving customer loyalty. Once has to be an active part of their recruitment campaign/contest on that’s decided, you’ll find that it’s marketing and PR mix. It has given Twitter (#CoolestInterviewEver). much easier to determine the precise them the ability to reach out and Needless to say, all these were met platforms that will help achieve your communicate with their target with roaring success, and that gives pre-set goals. audience on a personal level, that us a quick glance into the massive Once the platform is selected, too, on a daily basis. It harnesses the potential of social media in a brand’s the next key thing to do is determine power of socialising, something that life. One question that comes back the resources that are available to was never available with traditional to haunt marketers is, how do you put into your social media campaign. marketing. decide what platform is best for your Simply setting up an account on a Businesses that utilize social brand? Let’s take a look at some of social media network is not enough. media as part of a planned approach the best platforms available and how You will have to maintain the are more likely to generate revenue businesses can make the best use of accounts and stay active in order to growth than ad hoc users. Having said them to add value to their brands. reach your goals. that, social media is not an end unto To begin with, there’s Twitter, Good copywriting skills make a itself. There is a need to integrate and a universal platform that can big difference on almost all social work together with other marketing, be used by everyone, right from platforms. However, different skills advertising, and PR initiatives which

individuals to the largest multinational are needed for different social should be continued in order to  63(&,$/5(3257 corporations. There’s Instagram, a networks. reach the marketing objectives and platform that has caught the world’s As you are scouting for the ultimately achieve success. fancy. LinkedIn on the other hand required skills, keep in mind that But always remember, to get works towards connecting the it’s important not to focus on the it right in social marketing, it is world’s professionals. Everyone largeness of the platform but rather imperative to get on the right social knows Facebook, even the MTS focus on the platforms where media platform. „

afaqs! Reporter, July 16-31, 2014 37 :+(1%86,1(660((7662&,$/ MARKETERS’ VIEWPOINT  63(&,$/5(3257

AMARJIT BATRA SRIDHAR RAJARAM BEDRAJ TRIPATHY CEO, OLX.in Head Marketing, Louis Philippe Sr. General Manager, Godrej Interio

How do you think this trending the e-commerce companies and buying cycle and setting an objectives Bedraj Tripathy: Yes, it was the wave of Social Media Marketing brands that have managed to build of revenue. need of the hour. The point is, is helping out businesses robust online revenue platforms how long are we brand managers across various domains to gain where they are able to draw a visible Do you think having a social going to hold the brand close to our the needful impetus in their linkage to revenue from their efforts media presence has become the hearts? We decide what products we revenue? in the social space. ‘need of the hour’ for a brand? develop, who to sell to, what price we need to sell at, the experience Amarjit Batra: The eventual goal Bedraj Tripathy: Revenue in a peer Amarjit Batra: Social media we want to give, and so on and so of every brand is to reach out to its and family connected world today is not just the need of the hour forth. However, when we buy some users, and communicate with them. is a function of how I am engaged but it’s the ‘need of the second’. articles, we want our design, our Social media is the only medium by a brand with my social network. There is value in being on social place, our product and our price. of communication at the moment Secondly, it addresses some implicit media and its strength as a people’s Social media actually allows us to that allows brands to communicate needs of mine. A brand can clearly platform cannot be ignored. While move the reigns from the brand directly with the user, giving a link revenue to social media if the social media might be becoming a manager to the consumer. Apart personal touch to the relationship. two aspects of my social relevance need for many brands, it requires from pure branding, this is possibly This direct interaction gives a and implicit insights about me are in courage to be on social platforms, the best engagement platform. valuable opportunity to the brand place. Godrej Interio took these two and to constantly engage with the to demonstrate its values and vision, set of insights and developed an app users through it. Brands that are How important is the role creating a chance to convert a social where you could view our furniture confident of their proposition, and of social media in a digital media user into a brand user. Social products virtually in your own home have a vision they want to share are advertising campaign? media conversations and interactions using virtual reality. You can take a able to communicate more easily are also a rich source of business snap of the product in your room on social media. Amarjit Batra: It’s becoming insights for brands. and send it out to your peer group increasingly important in the digital and get their feedback. We do not Sridhar Rajaram: Having a social advertising universe. Social media Sridhar Rajaram: Drawing a get phenomenal downloads. From media presence ‘was’ the need of the Ads blend in seamlessly with the direct linkage between social media December 2013 to date, we have hour about a year or two ago. Brands user feed, which is organic content. marketing and revenue is a million around 9000 downloads which have that have missed the bus then and are Engagement is a huge part social dollar question across organisations contributed to 7900 unique sales getting on to this medium now are media advertising. You need to feel and I dont think anybody knows with a 133% increase in average grappling now with the fast changing the pulse of the users, and give them the answer to it. While all brands transaction value. This is a digital consumer and technology landscape content that they are looking for, and have gotten on to the social media property leading to physical stores, and getting left behind. Forward are willing to share. This makes social marketing bandwagon, business promoted only on social media from looking brands, having understood media advertising distinct from other leaders are grappling with drawing the brand. The users/customers get the social game, have already digital platforms. an ROI linkage to revenue and their perspectives, share them on managed to draw their strategies for rightly so, given the amount of effort social media and drive revenue for this medium and are now invested Sridhar Rajaram: Social media and monies being spent on these the brand. I think what works to in creating the right content for this acts as a key medium for ensuing platforms. The ones that seem to get revenue, is the fact that you are medium, which is the next big step in ‘reach’ during brand campaigns. have gotten this right are probably addressing a consumer need from the the digital landscape. Beyond that, the medium really

38 afaqs! Reporter, July 16-31, 2014

:+(1%86,1(660((7662&,$/

adds true value only if the campaign audiences to become advocates of How do you use the social media and products or experiences that content (whether brand generated the campaign by providing enough platform to enhance your brand can actually transform their spaces or user generated) is good enough. opportunities to ‘share’ their experience? leading to transforming their lives. The size of the audience on these experiences. platforms ensures that one cannot Amarjit Batra: Several of our Do you think that going the ignore the medium when planning Bedraj Tripathy: Any engagement users reach out to us through social social route helps the brands to for a campaign. However, building in should be developed keeping your platforms to tell us about their reach out to more audience vis- ‘social’ interventions into campaigns followers within your social media experience on OLX, and to share a-vis other digital platforms like is key to gaining maximum mileage circles. Interestingly, an engagement their stories. Their appreciation, mobile etc.? out of social media, but far too often for one may actually pull another feedback, and queries are critical brands are willing to just spend on segment down. One needs to be for our growth. A lot of our social Amarjit Batra: They both have the medium without truly exhausting cautious and drive HCD (highest media content is curated around their own reach and require distinct the inherent strength of the medium common denominator) or just focus our marketing initiatives to enhance strategy. Social media is a very which is about driving ‘organic only on one segment that will drive the brand experience. In May-July personal space. It is a good medium virality’. the success of a campaign. The 2014 OLX did a 10,000 kilometer to strengthen brand awareness, and successes of the campaign should motorcycle ride around India in establish an emotional relationship

 63(&,$/5(3257 Bedraj Tripathy: Importance of also be measured by the volume of search of the most unique used with a user who is probably already social media in digital advertising social media users who are from items. This created a huge amount aware about the brand. Mobile is is high only if our objectives are the targeted audience set who are of buzz on our social platforms a less personal but a very dynamic clear on what we want to achieve. interacting. Secondly, if they are from with OLX even trending on space. Our entire lives are on our Unlike traditional digital advertising, other groups, how successful has the Twitter with #OLXCollectorsRide. mobile phones. Mobile is a good engagement is the core of social campaign been in converting them to Stories from around India were medium to reach out to a first media. If the engagement can be a more likable group for the brand? A shared on our social media pages, time user. A huge percentage of relevant to the campaign objective, combination of these two should be eliciting tremendous response from Facebook users in India access the then it makes a lot of sense. From the objectives set for the campaign motorcycle lovers who use OLX for social networking site on mobile, experience, what we have seen is, and the team should strive towards the used motorcycle category, and and they never log out. if a brand can solve an implicit issue delivering on them. also from collectors of unique items in the minds of the customer and who use our coins and collectibles, Sridhar Rajaram: Social and keep them engaged, it works the Besides your brand, are there and handicrafts categories. mobile are not two competing best. For this, one often needs to any social media campaigns that media options for marketers. In fact, combine advertising/promotions on you thought stood out? And Sridhar Rajaram: Social can play an they are complementing options social media with the real world. why? extremely important role in enhancing that is challenging marketers to and establishing brand experiences. move the benchmarks in consumer What are the major things that Amarjit Batra: What has stood The key to this is to ensure that engagement. Mobile enhances the one should keep in mind while out clearly has been the recent as much of the offline experience social experience that brands can planning a campaign to engage BJP election campaign. It had expectations that consumers have provide to consumers. Being ‘on’ with people in the social media permeated all social media vehicles from the brand is replicated in their all the time is a big advantage space? with a continuous, aggressive, and online interaction to build continuity. that the mobile platform offers consistent burst of communication. Brands need to understand that brands to experiment with, when Amarjit Batra: The most important This was sustained with content currency for building positive planning campaigns for their target thing to keep in mind when creating creation and fan engagement experiences in the social space is audiences. Apart from the fact a social media campaign is whether it that further led to creation and emotions and not incentives, just as that mobile allows for extreme has the potential to be ‘social’. One distribution of content, and it is in the off-line space. Brands that relevancy of message depending of the mistakes people tend to make participation in the conversations. tend to build larger relationships with on day-part, locations, etc. It also is to presume that every message That Narendra Modi himself was their consumers in this space by being allows brands to integrate their will resonate in the social media the most vocal and active user active listeners end up enhancing the social campaigns more creatively universe. The other very important among all contestants, and especially value of the relationship by providing using these very advantages that the thing to keep in mind is that only a as the leader of the party, had a the right experiences online and not platform provides. fraction of people create content reverberating effect among people, just incentivising from one campaign on social media, and engage with it. helping convince many of them to another. Bedraj Tripathy: This is actually a Most people are silent consumers to vote for BJP. The success of difficult one to answer. Social media of content. The campaign should be BJP can be largely attributed to its Bedraj Tripathy: Engagement is is big part of one’s life. It’s a world able to get these silent users to share social media campaign strategy and our core objective! Social media is in itself wherein people connect and like the content. OLX has used execution. about connecting with friends so with each other. However, I am not social media effectively to become a we believe in connecting with our sure if one can compare social to part of people’s lives. Sridhar Rajaram: Nothing truly fans on a personal level. Content mobile media, as social media is on comes to mind from the Indian is the key; generating content that mobile as much as it is through the Sridhar Rajaram: Keeping landscape. offers valuable information that web. Mobiles, tablets, or PCs are campaigns simple and flexible is our customers will find interesting just the devices to connect to social important while planning for social Bedraj Tripathy: Kotak’s launch and usable is what works for them. networks. If you are looking at pure- media. Building dynamism is key to of Jifi, the first social banking site Content to connect can range from play mobile advertising versus social a successful campaign because it was an interesting product that was an expert chat, DIY, home décor media, then I think both have their allows consumers the opportunity promoted through blogger groups mood-boards, tips of managing own ways of working and both have to keep coming back and engaging and a Twitter handle. It was a very homes during rains, or just the the potential to reach out to large with the campaign regularly. Most interesting concept of banking using art of chilling at home. Being in number of targeted consumers. The importantly identifying the right social media (@kotakjifi). I thought a category where consumers need advantage of social media is that its social media platform that interests this was highly relevant for a younger a physical touch and feel of the credibility builds as customers like the brand’s target audience is the key set of consumers which will actually products before they purchase, it you and me are engaged and speak to a successful campaign. The best lead the book values of any bank in becomes imperative that we get to one another about the campaign campaigns are the ones that allow the next 3-7 years. them closest to a feel of their homes or the product. „

40 afaqs! Reporter, July 16-31, 2014

:+(1%86,1(660((7662&,$/ BEING A BLOGGER, EVERYTHING IS IN BLACK AND WHITE What do you think is the greatest to have the same sensibility as the When a blogger gets associated advantage to a brand when it brand, or develop an understanding with a brand, he or she gets associated to a star blogger of what would work for both, the also bears responsibility of like you? brand and the blogger. Brands look the products that are being Sherry: The advantage is that we to associate with people who match endorsed, so what are your already have an existing audience that up to their style, ideology, campaign, parameters for choosing a value our opinions. So, when brands etc. particular brand? approach bloggers they always refer Sherry: I don’t endorse anything

 63(&,$/5(3257 to us as key influencers and trend What actually goes into the that I don’t use as a policy, because setters, and that is exactly what our developing the content for there is a difference between subscribers look for when they watch various brands so that it conveys being a YouTube-er and being us on various social platforms. the right message and targets a regular celebrity. Everyone the correct base of audience. knows celebrities are paid for that How do brands actually plan Sherry: When I do brand associations, association, and they expect you to to engage their social media I make sure that I actually use those make your own choices. There is no audience by leveraging its products, as a result I don’t associate pressure on you, as most individuals association with trending people with brands I don’t use in my everyday don’t look up to you and say ‘XYZ on web? routine. My associations are genunine has promoted this and so I should Sherry: I feel it is same as brands and it is not just because it is a paid buy this’. Whereas as a blogger they wanting celebrities to endorse their association. Even if it is a clothing come to you for genuine advice. products. Most brands would want brand, I like to associate with brands If a new brand approaches me, I you to post their products and that that I wear regularly and really like. tell them that I would like to try in itself makes a difference as we This is one thing that goes a long way, the products before I can decide constantly get queries, wherein that people appreciate far more, to associate with them. I don’t people ask us where we bought stuff rather than you blindly promoting associate with brands that I believe from or what brand was it. Just the goods. Also the next thing is that do not work for me. fact that a prominent blogger even you need to understand the brand, SCHEREZADE uses the brand not as an association, as individuals, we all have different Although the alliance between SHROFF but out of a personal choice, would facets to our style and personality so a brand and a star blogger is benefit the brand. we might ocassionally have to adapt supposed to be symbiotic. What our personal inclinations to do justice if it turns sour? Scherezade a.k.a. Sherry What according to you is the to the brand. I think it is a mix of how Sherry: I have not experienced is the perfect combination criteria for brands on basis of we visualise the brand personally and anything of this sort because I am of beauty and brains. A which they choose the online what the brand ideology is. very careful with the kind of brand model since the age of 16 trending personality? Is it the associations I do. Even when I and the face of various quality of the content or the Post content development, what try products, in most cases I buy well-known brands. large number of followers? kind of strategies do you employ products myself and try them. I Sherry, single-handedly Sherry: I think if the personal style in order to garner optimum don’t think it’s possible that a manages her own fashion matches the brand and the number results? brand would give me something blog called Fashionalized of followers, it always makes a huge Sherry: It is no different to what and sell something else. Also, I and video blogs on her difference for any brand choosing to I do with my regular content. I use the products for a couple of channel Scherezade Shroff associate with a blogger. Every brand promote all my content on social months before I know if I like it or on YouTube. wants to asccociate with a person media platforms, and everytime I not. Regardless, if such a situation who has a large following. post a video you will see it on were to arise, it would be a bigger all my platforms. Since I follow an problem for the brand, rather than Do you think the kind of content upload schedule (which is a new for me. Being a blogger, everything you develop makes a lot of video every Monday and Friday), my is in black and white, and there is difference when a brand is subscribers come back according no gray space. Everything is out looking for a blogger? to that schedule. Owing to this, there and online, so all my reviews Sherry: This is where the individual I don’t really need to promote a are genuine. Even if a situation blogger’s style comes into play. Even video separately. Brand videos arises where I feel that something is if we do a brand association, we are are no different for me from my inferior, I would definitely speak to the ones who pick the clothes, looks, regular videos because I only do the brand about it. But I have never ideas, and the concept. Creatively, it is brand associations for brands that I had such a problem and I don’t the bloggers choice. So it is important personally use. forsee it happening. „

42 afaqs! Reporter, July 16-31, 2014

(9(17

PRINCIPAL PARTNER

25-26 JUNE 2014 THE CHANCERY PAVILION 135, BENGALURU THE BRAND BUILDING STORY ay 1 at Brand Owner’s Summit Bangalore, Co-founded a Million Dollar Company’ spoke about how of Narayana Health, said that unlike other categories co-organized by afaqs! and The Smart CEO Magazine his book played a key role in promoting his startup healthcare brands don’t have a day to day touchpoint with Dhad a wonderful mix of talks by entrepreneurs, venture, Alma Mater. The takeaway is that one doesn’t the consumer. ‘‘But when a healthcare brand touches CEOs and marketers. have to do the traditional stuff like spending on Facebook, you, it touches you for life and that remains forever,’’ The first speaker of the day was Krishnan Ganesh, a running TV commercials and so on. For him, penning a he adds. He also stressed on the usage of technology in serial entrepreneur and investor and most importantly a book really worked. For others, there could be several healthcare which also proves to be economically viable role model for upcoming entrepreneurs in the country. unique ways to build a brand. to the consumer. Ganesh, of course, became popular after recently exiting Madan Padakki, founder of Head Held High, a social Following this, Sridhar Ramanujam, expert on TutorVista, a company he started up to offer online entrepreneurship venture, ran one of the best sessions branding, founder of brand-comm spoke tutoring services for people in the US (taught by tutors of the day. A series of videos played by Padakki left on the evolution of Branding Strategies and what has working out of home in India). the audience awestruck. Padakki’s company essentially changed and what hasn’t? Ramanujam says that every Ganesh started his talk with a story about how the works with rural youngsters who can’t speak a single human being changes and it is inevitable that brands will idea (to start TutorVista) struck him, thanks to a cartoon line in English, and transforms them into people who can also change. And with change, a lot of brands are gained he had seen in the Washington Post which basically eventually become team leaders. The series of videos and lost as well. ‘‘For example, the mobile camera wiped depicted a mother in the US telling her child: "No, you showed, how Rajesh, one of Head Held High’s first out a big brand like Kodak. So when the mobile phone cannot outsource your homework to India." Unfortunately students, started off trying to speak only 1 line in English. companies were burgeoning, another market leader was for this fictional mother, this cartoon spurred the creation The next video (which was shot after 7 months) showed feeling the heat. And there will be much more changes to of a company that did just that. how he had picked up the language and more importantly, come, so its better we remain prepared,’’ he adds. Day 1 was filled with several such anecdotes. Ganesh how he had transformed as a person and become more Salil Godika, Chief Strategy and Marketing Officer, wasn’t the only one. Nagesh Basvanhalli, managing confident. The third video (which was shot a few years Happiest Minds, spoke about brand building through director, of Fiat Chrysler India reminisced about how Fiat later) showcased how Rajesh had transformed into a happiness. Giving an example, Godika quoted Revlon was among the few automotive brands that entered - and Team Leader at a rural BPO. Padakki coined the term founder who said that ‘‘In the factory we make cosmetics then also left - the country prior to liberalisation. When Rubans, for rural youngsters who can essentially become and in the drugstore, we sell hope,’’ and for Godika, they came back again, they were competing with at least like us urbanites, through a structured training process, it was an absolutely brilliant statement that defines a dozen other brands. His talk focused on how he plans and also build a proper career for themselves. The marketing well. Speaking about whether the name of to rejuvenate a large multinational brand in a country takeaway from this is that anything is possible. As an his company is important to a brand philosophy, he said that offered tremendous potential but in a market the entrepreneur, one just has to dream and put together a that not all companies have a name that symbolises what brand had to play catch up in. One of the campaigns he well thought execution plan to back this up. their brand stands for but if one can do that, one should spoke about was specialized campaign that would take The day ended with a panel discussion led by Zipdial’s do that. Godika also gave examples of how companies the brand from Kashmir to Kanyakumari. Valerie Wagoner. This session was a deep dive into using like Airtel, Paypal have a name which is self explanatory Today, in India, good brands can be built fairly quickly. mobile as a strategy to make marketing work. Here, of what they do. Krishnan Ganesh gave the example of BigBasket.com Amuleek Singh of ChaiPoint made a simple point that is Priya Jayaraman, Co-Founder and Managing Partner, and Bluestone.com, two companies he has promoted probably the most important of them all. As a brand, how Propaganda India spoke about how to establish a as ones that have built a good brand in a particular can we simplify the experience of a customer, instead of brand’s footprint online. ‘‘Its the learners who inherit the geography in less than two years. The audience agreed complicating it? Often, too much data from analytics can future, and its important for the CMOs to learn working and Ganesh believes the digital media, coupled with an do more harm than good. differently now as the world is changing from being brand entrepreneur’s ability to identify a Greenfield idea that is Day two started with Swami Swaminathan, executive centric to being customer centric. In the digital world, unique, is the way forward. chairman, Manipal Health Enterprises spoke about the CMOs need to be Chief Connection Officer, thus being Krishnakumar Natrajan, co-founder, MD and CEO of fine art of brand building in the healthcare space. As per instrumental in connecting the brand to its audience,’’ Mindtree, an IT services company busted two myths Swaminathan, branding is all about promises to different she adds. about branding. He said: "The first myth is that B2B and stakeholders and abiding by those, ‘‘To customers, it is The second day ended with the subject on brand B2C brands are different. And the second myth is that the promise about good healthcare, to investors it is the building for early adopter customers by Rajiv Srivatsa, branding will have an immediate tangible effect on sales." promise about good business and to the society it is the founder and COO, Urban Ladder. Srivasta states that He went on to talk in detail about how, as a global brand, promise about responsible organization. As a healthcare values, transparency and excellence are the major it was crucial to be locally relevant and win the trust brand, or as any brand, if one follows all these religiously paradigms that a company needs to model itself on to of the local community in all geographies the company and delivers to all stakeholders. The brand will be made. acquire reliable consumers. He believes that happy initial operates in. Thats only way to possibly keep this simple.’’ consumers always remain loyal to the brand and become Varun Agarwal, first generation entrepreneur and Speaking about brand building through performance great endorsers of the brand. „ author of the book ‘How I braved Anu Aunty and Dr. A. Raghuvanshi, vice chairman, MD and Group CEO

46 afaqs! Reporter, July 16-31, 2014 Brand Story: Happiest Minds - brand building through happiness by Godika Brand Building through performance by Raghuvanshi

Building two ‘different’ brands - personal and Brand Mindtree and the finer nuances of building a Introduction to Mobile Marketing by Wagoner corporate by Agarwal B2B Brand by Natarajan

Building a brand for a social entrepreneurship venture by Padakki On the sidelines

Building multiple start up brands by Ganesh The fine art of brand building in the healthcare space by Swaminathan

DIGITAL MEDIA PARTNER INNOVATION PARTNER COMMUNITY PARTNERS

afaqs! Reporter, July 16-31, 2014 47 0(',$ BALAJI It is a trailer! No, it is a TV show! ’s production company is leveraging its expertise in television to promote its movies by creating entire shows meant for this purpose. By Prachi Srivastava

n the 2000s, Ekta Kapoor created Balaji’s understanding about the TV a benchmark in television when business and the contribution from Ishe depicted the shades of women its sister concern, Balaji Telefilms. through the famous “K-series”. Besides, there are two aspects that She has turned that keen marketing decide if a TV show can be created brain to movies now with a new around a movie or not. The first is the clutter-breaking formula. Balaji, “concept” and second, the “budget”. which has been producing movies Such innovative marketing efforts under the Balaji Motion Pictures and tend to pull people into the theatres. Alt Entertainment banners, has come Says Ameya Sule, business director, up with a clever way of marketing GroupM ESP, “It is an extra something these movies. for the audience who may not be TV became an important movie- watching trailers and also for the viewer marketing platform when actors first who decides to watch a movie in a started appearing on reality shows to theatre after seeing the trailer.” promote their movies. Then came the integrations in fiction shows. WHO IS BETTER OFF? Remember ’s small role hese special series are produced in ‘Bade Achche Lagte Hain’ (in 2011) Tlike regular shows where to promote ‘Dirty Picture’? Or Aamir the channel bears the production Khan as Inspector Shekhawat (his cost, which it monetises through reel role in Talaash) in C.I.D two advertising. The marketing of the years ago? That was just for starters. show is the channel’s responsibility as the show’s IP rests with it. PROMO PHENOMENON So who emerges with a better alaji used its expertise in TV to deal - the channel or the production Bcreate special content for TV to house? Amol Mohandas, business promote its upcoming movies. In head, Allied Media echoes, “Its a win-win situation for both. Creating already has a broader agenda and motive. “The special content for TV is aimed at increasing sales. “Sampling the only thing you end up doing is reiterating the Also, it is effective utilisation of content and cross- name of the movie and release. However, when functional usage of time and data available.” movie on TV, you are creating individual content for TV, it is “It works for us in two ways. Once the audience leads to box unadulterated concept promotion.” samples it, which is free on TV, it either leads In India, people are price-conscious and it is to box office conversion or conversation,” says office conversion an expensive affair going to watch a movie. These Ruchikaa Kapoor of Balaji Motion Pictures. or conversation.” shows act as a prelude to what the film has to offer. Sundeep Nagpal, founder-director of Stratagem, RUCHIKAA KAPOOR But not all movies lend themselves to a TV show feels that the movie, in such a case, is being looked format. The creative team takes a call if a special upon as a brand. “Even if a viewer feels it’s an series can be made around the subject. obvious plug, he might not think he is being March, 2013, Kapoor’s production venture ‘Ek After that, the production house chooses a taken for a ride. But having said that, this can well Thi Daayan’ was promoted on Life OK through channel, based on the kind of programming it become prolific. As far as it works for both the a special series based on folklore. Titled ‘Ek Thi does, its positioning, its target group and the production house and the channel, it is good.” Naayka’, the mini-horror series ran for 16 episodes loyalty it enjoys. Ashesh Jani, partner, Deloitte while the movie was released a week before the Haskins & Sells, Media and Entertainment says HOW DOES IT WORK? show ended. that production houses now need to see more nce the concept is finalised, Balaji makes sure The series, a pre-seller to the movie, gave out marketing avenues and newer techniques than the Othat the cast it opts for works well for the ideas and hints about the movie’s subject and usual marketing efforts. “It gives them an edge on show. For instance, Ekta Kapoor got top actors of ‘thought’. In March, 2014, Balaji, in association recall of their brand (movie).” television like , Sakshi Tanwar, Shweta with MTV, launched ‘Haunted Weekends with Tiwari, Aamna Shariff and to act Sunny Leone’, to promote another horror movie, SNEAK PREVIEW in the ‘Ek Thi Naayka’ series. Ragini MMS2. here can only be one reason why no other Such serials also feature movie stars. For MTV also revived MTV Bakra, when it launched Tproduction house has attempted to do what instance, ‘Haunted Weekends’ was hosted by Leone ‘MTV Jhand Hogi Sabki’ in association with Balaji’s Balaji is doing. And it probably has to do with and ‘Villain - Ek Dastaan’ is being hosted by ‘Kuku Mathur Ki Toh Jhand Ho Gayi’. The fourth Malhotra. ‘MTV Jhand Hogi Sabki’, the show, was show that joined the list was for Balaji’s latest hosted by Kuku Mathur, Siddharth Gupta and release, ‘’, starring Siddharth Malhotra, These series are produced Ashish Juneja, while the pranks were played on and . Shraddha Kapoor, Balan, and . like regular shows where The actors see the merit in this since the WHY INNOVATE? the channel bears the concept is around the movie they star in. It also uchikaa Kapoor, marketing head, Balaji gives them the “extra mileage”. „ RMotion Pictures, explains that a reality show production cost. [email protected]

48 afaqs! Reporter, July 16-31, 2014 -2%6:,7&+

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afaqs! Reporter, July 16-31, 2014 49 3(23/(

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

n a major Merchant has an experience of over 16 years and handramohan Idevelopment last has worked at Roshan Publicity, The Media Edge CMehra, country fortnight, Sunil Lulla (Rediffusion Y&R) and Madison. head - emerging quit BCCL and has Pranay Shah Singh, a strategic planner has business, SBI Life decided to join Grey joined Havas Media Group as head, strategy for Insurance has ended India. Lulla, erstwhile Indonesia. He will report to SK Biswas, chief his eight-year-long president, corporate strategy officer of Havas Media Group APAC and stint at the company. development, Bennett, Riadi Sugihtani, CEO of Havas Media Group At SBI, Mehra Coleman and Co Indonesia. led the brand and (BCCL), has replaced Singh’s expertise lies in strategic planning, communication

Jishnu Sen, former FOTOCORP media research, consulting and content marketing, initiatives, before CHANDRAMOHAN MEHRA India president and SUNIL LULLA working with multinational media agencies and being promoted last CEO, Grey. Lulla will boutique consulting. His last stint was with year. report to Nirvik Singh, Grey Group’s chairman ZenithOptimedia India. Vserv.mobi’s director, global marketing and and CEO - Asia Pacific. product, Binay Tiwari has quit the company. Lulla had started his career with JWT, Mumbai Tiwari had joined in August, 2011 as general in 1985 as associate account director and worked manager and was later promoted as the global with the agency for six years before he decided marketing head in March, 2012 and the director to quit but returned in 1994 and left again to get of global marketing and product in April last into the broadcast business. He has held senior year. positions at JWT in India, China and Taiwan. Tiwari had previously worked in companies Lulla has more than 26 years of experience in like InMobi, Vodafone, Tata Communications, marketing and general management. GE Capital International Services and Mukunda Ampreet Singh, CEO at Networkplay Media Gems. has left the company after 6 years. It is believed that Ajay Naqvi, general manager, creative and Singh has sold his final stake back to the principal content excellence, India and South West RAJDEEP SARDESAI SAGARIKA GHOSE Gruner + Jahr (G+J) some time back and was Asia, Coca-Cola, has quit. He was responsible planning to exit soon. Sources tell that he might for the company’s be planning his own new venture. Singh, along PVR Cinemas has appointed Dharmesh communication with six other colleagues from Yahoo! founded Datta as vice president, alternate content. He strategy, in partnership Networkplay in 2008 as a brand ad network in the will be based out of Mumbai and moves from with its lead agencies. Indian digital space. Endemol India where he was the vice president, Hindustan Coca- Rajdeep Sardesai, a popular prime time anchor branded entertainment. Datta has over 16 years Cola Beverages has and editor-in-chief, IBN18 Network has decided of experience and has worked with Wizcraft appointed Rohit to move on. He was heading CNN-IBN, IBN7 International Entertainment, Lintas India, The Gothi as its executive and IBN-Lokmat. He announced his exit on Times of India Group, director, market Twitter. Sardesai was previously the managing Network18 (TV18 operations. He will editor of both NDTV 24X7 and NDTV India. Group) and Endemol directly oversee Another big name quitting Network 18 Group India. all field operations AJAY NAQVI was Sagarika Ghose, deputy editor, CNN-IBN. SureWaves has of the company She also announced her exit on Twitter. Ghose strengthened its encompassing all was the host of ‘Face The People’, a popular show advertising sales team front-end operations, including the seven on CNN-IBN, around current affairs. with the appointment of Operating Zones, Alternative Engines of Yusuf Merchant, general manager, Madison Ashish Baru as regional Growth (Bottom of Pyramid, Online and Outdoor Media Solutions (MOMS) has quit director. Baru will lead Alternative Beverages) and National Key the organisation after spending a decade in the the business operations Accounts (excluding bulk water). company. Though his next move is uncertain YUSUF MERCHANT of the company in the He will report to T. Krishnakumar, CEO, sources say that he will be with the OOH industry. West region. „ Hindustan Coca-Cola Beverages. Gothi has over 20 years of experience and moves from Bharti Airtel where he was working as CEO, ADVERTISING Delhi. After a stint of eo Burnett has beefed up its creative team Indicom, Barclays, Radio Mirchi, Neo Sports, 15 years at IBM, Lby hiring Prajato Guha Thakurta and Sachin Band-Aid, The Economic Times, Lavasa, Virginia Sharma has Kamble as associate Electrolux, Rin, Smirnoff joined LinkedIn Asia executive creative directors. and Nokia, among others. Pacific as director Both of them are based Kamble has honed (marketing), talent in Mumbai and will work his skills at agencies like solutions. Sharma closely with RajDeepak Ambience, Rediffusion joined IBM in 1999. Das, chief creative officer, DY&R, Ogilvy & Mather, She has held Leo Burnett. DDB Mudra and JWT on various ranks at IBM VIRGINIA SHARMA Thakurta has worked in brands like Colgate, Zee in global and regional JWT, McCann Erickson TV, Exide, Taj Group of marketing roles, including those in the Asia and DDB Mudra on brands Hotels, Vodafone, Nestle, Pacific and North America regions. In 2009, like Pears, Parachute Ponds, Kotex, to name a she moved to India and subsequently became Advansed, Stayfree, Tata GUHA THAKURTA AND KAMBLE few. „ CMO of IBM India/South Asia. „

50 afaqs! Reporter, July 16-31, 2014