The Team Man Roopam Garg the Long Running Ad Campaign Is Dead
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May 16-31, 2011 Volume 2, Issue 10 `100 The long running ad campaign is dead. The fidgety consumer needs quick and fresh stories. 28 36 8 32 40 PLUS UNICEF For a Better Tomorrow 12 MRUC A New Proposition 14 DENTSU DEFINING MOMENTS INTEL PROFILE Propelling Growth 20 The Team Man Passion Wise Roopam Garg MTS Rohit Gupta of MSM goes Intel goes the digital way to This globe-trotter talks about down memory lane. promote its latest offering. his adventurous ride. A Refreshing Change 42 EDITORIAL This fortnight... Volume 2, Issue 10 EDITOR am frequently astonished at how the Indian marketplace has been transformed in the past decade Sreekant Khandekar I or so. I marvel, too, at our ability to cope with this change (even if some of us have lost our hair PUBLISHER in the process). Prasanna Singh CONSULTING EDITOR Marketers across the world grumble about the consumer’s shrinking attention span. They M Venkatesh resentfully point fingers at digital media, the internet and now increasingly the mobile phone, for CONTRIBUTING EDITOR addling a consumers’ brain to the point where they have lost the ability to concentrate Prajjal Saha on anything – including, alas!, brand advertising. SENIOR LAYOUT ARTIST Vinay Dominic May 16-31, 2011 Volume 2, Issue 10 `100 If they really want to know how advertising has to cope with change, they should visit India. Here, the internet has gained size only in recent years. As elsewhere, it LOGISTICS Rajesh Kanwal has won over and absorbed those that it has touched. Now mobile entertainment – ADVERTISING ENQUIRIES whether on the internet or offline – is captivating young adults. Up to this point, the Hansika Koli, (0120) 4077834 4077837 Noida story in India and elsewhere is similar. Varun Mohan, (022) 40429702-5 Mumbai The long running ad campaign is dead. The Neeraj Ranjan, 09886846842 Bangalore fidgety consumer needs quick and fresh stories. However, the consumer is zapped here because she has had to digest a lot of things [email protected] beyond just new media. In the last 15 years, nearly all the major consumer brands Marketing Office have entered the country, packing shelves, and bombarding her with a barrage of B-3, First Floor, Sector-4, Noida-201301. 28 messages and a whole set of new options. Entire new product categories have sprung Tel: (0120) 4077800. up today. Mumbai 36 8 32 40 PLUS 501-502, Makani Center, 5th Floor, UNICEF For a Better Tomorrow 12 That’s not it. Media consumption has been dramatically transformed during the Off Linking Road, Bandra (W), MRUC A New Proposition 14 DENTSU Mumbai - 400050 DEFINING MOMENTS INTEL PROFILE Propelling Growth 20 same while. TV channels number in the hundreds, newspapers are getting thicker The Team Man Passion Wise Roopam Garg MTS Tel: +91-22-40429 709 - 712 Rohit Gupta of MSM goes Intel goes the digital way to The globe trotting man talks down the memory lane. promote its latest offering. about his adventurous ride. A Refreshing Change 42 by the year and have supplements on all kinds of subjects, radio has snaked its way Bengaluru across dozens of towns. S-1, New Bridge Corporate Centre, 777 D, 100 ft Road, Indira Nagar, Plus, year after year of 7-8 per cent annual economic growth means that the way people live has Bengaluru - 560038, India changed: they work long, they travel longer still and they are always short of time. Subscription Enquiries This is the backdrop for this fortnight’s cover story. When everything, from product categories Garima Agnihotri, (0120) 4077837 [email protected] to media to lifestyles has changed in a revolutionary fashion, what does it mean to brand communication? For the answers, with examples, read inside. Printed, published, and owned by Prasanna Singh, Publisher, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063. Printed at Cirrus Graphics Private Limited B-62/14, Naraina Industrial Area, Sreekant Khandekar Phase II, New Delhi – 110028. [email protected] Cover Illustration Tiffin Box CONTENTS 44 42 PLUS DIGITAL PROFESSIONALS CLUB The All New Exciting 24 COCA-COLA Shaking It Up CAMPAIGN TRAIL Coca-Cola creates an TV, Print & Digital Ads 30 igloo to capture the ‘Brrr’ expression. NEWS CHANNELS Witnessing a High 38 SUNDAY VIEWERSHIP INTERVIEW 18 16 Restoring the Glory 35 Ajay Trigunayat The channel head of Movies FILMFARE Now in a candid mood. A New Beginning 36 POV 34 HINDUSTAN Power of Homepage AIR CONDITIONER TANISHQ Seeking Job 40 With social media getting What’s the Difference? A Star-Studded Affair BY INVITATION popular, will the homepage ACs have taken to the second The Bachchan’s carry an Alok Kejriwal 43 loose its relevance? level of communication. information-heavy message. afaqs! Reporter, May 16-31, 2011 5 THE AGE OF SINNOCENCE Sponsored by Perfetti Van Melle> Confectionery maker Perfetti Van Melle, has entered the snacks market in India with the launch of ‘Stop Not’. The company will launch ‘Stop Not’ in a phased manner starting with Punjab and Haryana before getting into other states in the latter part of the year. Perfetti Van Melle’s Stop Not will compete with the likes of Kurkure and Hippo in the country. (L-R) Yadav, Sharma, Agrawal, Gill and Evers: on youth of today FOTOCORP Future Group Future Group> The Kishore Biyani-promoted Future Group, which runs retail chains in both value and lifestyle for- apping the ever-elusive youth rently experiencing (high school, will create new categories in mats, has entered into a co-branding deal with Marvel, a part has always been a tricky task college, professional) that influences of The Walt Disney Company. As a part of the deal, Future for brands. Many brands have their brand choice. Yadav said, the kids’ personal T Group will create new categories in the kids’ personal care shifted focus from traditional media category is extremely heterogeneous care. segment. The segment would include a range of handwash to the digital platforms to attract the and varies from the age-group of products under the brand Caremate with Marvel characters attention of this ‘hard-to-pin down’ 15-35 today. MARKETING like Snow White and Spider-Man. segment. “To understand them, brand mar- And therefore, brands need to keteers have to spend time at places observe and engage this segment this category (those in the age group through means which empower of 15-35 years) spends time at. And, Ford> The US-based carmaker Ford, has forayed into the them and trigger their passions. that is not just the digital space, but multi-brand used car business with the opening of five Ford Addressing the audience at the also colleges and other place where Assured showrooms in India. The used car business entity The Youth Marketing Forum titled they hang out,” he averred. Ford Assured would be present at the showrooms of Ford in The Age of Sinnocence, Anant The panel further acknowledged Delhi, Chandigarh, Jaipur, Pune and Kochi. The new entity will Pal Singh Gill, brand head, Virgin that today’s youth is an unpredictable buy, recondition and sell Ford and other brands. Ford India currently has 170 sales and service centres. Mobile India, said, “Today’s youth heterogeneous group which is creat- is in absolute control of what they ing its own media spaces. want. They are smart. Therefore, “And brands need to identify such brands need to change their strategy spaces and create a language that The company Philips> After Royal Philips Electronics bought mixer from ‘how do you go after them?’ to the category is passionate about,” wants to establish grinder maker Preethi in January, the company now plans ‘how do they find you?’” Agrawal pointed out. itself as a value- to lower entry-level prices of its kitchen appliances as well as personal and baby care products. It is part of the Dutch Gill was part of the panel, ‘Follow The panel suggested that brands for-money brand multinational’s strategy for India as the company wants to me... Cult Brands give their 2 cents can use platforms such as drama, across its spec- establish itself as a value-for-money brand across its spec- on Marketing to Youth’ which also sports and music to connect with trum of consumer trum of consumer products in included Reinier Evers, founder, the youth. “It showcases the talents products. the country by using Preethi as trendwatching.com, Amit Agrawal, and skills of youth in these areas. a gateway. head of content partnerships at Through these platforms, brands can Google, Piyush Sharma, CEO and connect and bond with the youth publisher, Maxim and Sumeet more,” said Sharma. Samsung> The Korean consumer durables major Samsung Yadav, business head - Diesel. The Meanwhile, trendwatching.com’s has introduced 60 new products across categories in India session was moderated by Anuradha Evers suggested that it’s not just the with special focus on pushing products with more advanced Sengupta, features editor, CNBC- campaigns but the innovations built technologies, such as smart TVs, 3D televisions, Blu-ray play- TV18. around the campaigns that need to ers and Galaxy Tabs. The launch of new products are in line It’s not the brands today which be as attractive. with company’s strategy for the region to strengthen market are the trendsetters but the consum- “The concept of wants and needs leadership while identifying newer opportunities. ers, and when it comes to the youth, cannot be divorced from youth, too, they are absolutely non-committal. as priority should be given to their It depends upon which phase of needs in order to empower them,” Hero Honda will Hero-Honda> The two wheeler-maker Hero Honda will their youth life they are cur- he said.