May 16-31, 2011 Volume 2, Issue 10 `100

The long running ad campaign is dead. The fidgety consumer needs quick and fresh stories.

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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. pay Honda pay Honda 45 billion yen (about `2,450 crore) till 2014 as a 45 billion yen till part of a new licencing agreement signed between the Hero QUOTE OF THE FORTNIGHT Group and the Japanese auto major, after the two decided 2014 as part of to part ways. However, the Indian a new licencing company will stop paying royalty ‘‘We are aiming to achieve agreement. for the existing products, by June, 200-billion yen (`10,000 2014. crore) in sales in India by fiscal 2012. Going forward, we will Ceat> The tyremaker Ceat is all set to increase the price of certainly continue to make our its tyre by 3-5 per cent from May end to offset surging rubber best efforts in the country.’’ prices that have gone up to an all-time high, touching `250 per kg. Earlier, Ceat hiked its tyre prices by 4-5 per cent in FUMIO OHTSUBO, PRESIDENT, PANASONIC, ON THE PLANS FOR INDIA, IN THE ECONOMIC TIMES. January this year. In fact, Ceat saw its performance being hit in FY’ 11 due to high raw material costs.

6 afaqs! Reporter, May 16-31, 2011

BIG CBS    Sponsored by

IG CBS Networks, the joint flooding the market with products venture between Reliance and services to woo this audience. BBroadcast Network and CBS Therefore, Katial believes that the Studios International has launched business opportunity for this channel the third channel, BIG CBS SPARK. remains immense. STAR India> In a bid to find the ‘right value’ for With this, the network concludes BIG CBS SPARK has drawn an what it delivers, STAR India has increased its advertis- the launch of its three BIG CBS aggressive marketing plan to drive ing rates by 20 per cent. The new rates are applicable channels in six months. the initial sampling of the channel by to all non-joint venture channels within the network. Targeted at the 15-24 year-olds, the youth. The ever-increasing talent cost, along with increased the youth channel claims that its It has earmarked `5 crore which investments in technology, advanced delivery, and programming mix contains an will be used to promote the channel increase in production costs is what pushed the net- MEDIA engaging mix of shows that are edgy, on various platforms, including digi- work to hike its advertising rates. cool, entertaining and sexy. SPARK tal media, radio, youth touch points will have access to CBS Studios and television. International’s library. To increase The first issue Explocity> The Bengaluru-based media and publish- The network has SPARK’s connect with of the monthly ing company, Explocity, has launched a travel magazine also acquired inter- the youth, the net- Exec Traveller, for travelling executives. The first issue national content such work has also chalked offering, which of the monthly offering was launched last month. It as Cheaters from D3 out an extensive social was launched last has a cover price of `100. The initial print run of the Films, and The Jerry media marketing month, bears a magazine is 50,000 copies. The content mix of the title Springer Show from plan to reach out to cover price of includes information NBC Universal to add youngsters on social `100. related to commuting, to its line-up. With more than media platforms like airports, airplanes and The channel will Facebook and Twitter. hotels. be available across 25 30 per cent of The existing chan- million households in the Indian popu- nels of the network India. SPARK aims to - BIG CBS PRIME BBC TopGear> BBC TopGear India, the auto magazine open new doors for lation in the age and BIG CBS LOVE published by Worldwide Media, a joint venture between BCCL marketers of youth group of 15-24 will be leveraged to and BBC Worldwide, has launched a refreshed and over- brands, in an environ- years, market drive viewership to hauled version with its May issue. BBC TopGear was launched ment, where it believes the new channel, in in India in September 2005. The India edition of the magazine there is extremely is flooded with addition to other plat- has undergone a revamp for the first time. The magazine will continue to be priced at `100. It is aimed at the well-read, limited international forms from the group products and ser- updated and well-travelled urban male in the age group of content targeted at like BIG MAGIC, 25-45 years. the metro-centric up- vices to woo this BIG 92.7 FM and BIG market youth. Current audience. Street. youth channels cater to Other Reliance mass audiences beyond the metros, Group platforms like Reliance The IBF has IBF> The Indian Broadcasting Federation (IBF) has formed resulting in a high spillover, notes Worlds, BIG CINEMAS, Zapak and formed self-regu- self-regulatory guidelines and a complaints redressal mecha- Tarun Katial, chief executive officer, BIG Flix will also be used to ensure nism through the Broadcasting Content Complaints Council latory guidelines (BCCC). The body and its guidelines will come into effect Reliance Broadcast Network. that SPARK is promoted. and a complaints Television emerges a winner in “With the launch of SPARK, we from the first week of June. The BCCC will have 13 members, including justice AP Shah, former chief justice of Delhi High youth media consumption habits, mark the completion of the channels redressal Court, as the chairperson of the body. The redressal mecha- with over 77 per cent of the 333 mil- under the BIG CBS bouquet. We mechanism. nism will be a two tier process - providing for the viewer to lion literate, with average time spent have clearly differentiated channels complain first to the broadcaster (not later than a week of by an upmarket youth per day is which are segmented to meet a clear telecast of the offending programme). over 97 minutes. “All these prove to audience base. PRIME is more male- be clear indicators that this channel skewed, while LOVE is targetted at is chasing just the correct audience the 25+ couples. Now, SPARK is a mix,” Katial explains. clear youth destination. This ensures Financial Times> The Express Group has entered into a content partnership deal with the Financial Times (FT) With more than 30 per cent of the we cover the entire gamut of the in India. The agreement will see FT content being carried Indian population in the age group up-market urban audience,” signs on branded pages in The Financial Express and The Indian of 15-24 years, marketers are off Katial. Express. The content from the Financial Times aims to provide readers of the two newspapers with an enhanced QUOTE OF THE FORTNIGHT offering of news, analysis and in-depth insight with a global perspective. ‘‘With high growth in internet connections in India, Zee Cinema is Zee Cinema> Zee Entertainment the online viewership of now available Enterprises (ZEEL) has launched its Hindi movie channel, Zee Cinema on PT content is set to see a huge on PT Nusantara Nusantara Vision’s brand ‘OkeVision’, jump in the next few years.’’ Vision’s brand a DTH service provider in Indonesia. The ‘OkeVision’. group decided to opt for OkeVision as its HIREN PANDIT, MANAGING PARTNER AT GROUPM ESP, ON THE ONLINE partners in Indonesia as Bollywood movies are very popu- VIEWERSHIP GROWTH OF THE IPL AND OTHER SPORTS , IN THE ECONOMIC TIMES. lar in that part of the world and launching the channel with OkeVision falls in sync with that demand.

8 afaqs! Reporter, May 16-31, 2011

CLIO AWARDS     Sponsored by

he shortlists for the Clio couple of shortlists. The agency has Awards 2011 have been one shortlist in the Print category Trevealed. India has a total of and one in the Radio category, eight shortlists and leading the pack both under the Product/Service is McCann Worldgroup with three sub-category. For the former, the Salt Brand Solutions> Mahesh Chauhan (aka Mash) shortlists. Not too far behind are agency’s ‘Sketch Up’ print campaign and Minakshi Achan have announced the launch of their Leo Burnett and Rediffusion-Y&R for Heinz Ketchup pulled in the new agency - Salt Brand Solutions. The Mumbai-based with two shortlists each. JWT has shortlist and for the latter, it was start-up will offer brand solutions to advertisers looking one shortlist. the ‘Pleasure of Mixing’ campaign for an honest and fresh perspective. Both Mash and Achan McCann Worldgroup has been for Bajaj Hand Blender that did the last worked together at Rediffusion-Y&R. While Mash bid shortlisted in the out-of-home trick. adieu to the agency in December last year, Achan quit (OOH), Design and With one single recently. The Salt team is positioned as ‘Brand Donors’ Direct Mail categories. shortlist in the OOH and defines its work process in three stages: Chatter In the OOH category, category is JWT India. (keeping an ear to the ground), Handshake (start talking) the agency’s campaign Under the Poster sub- and Brand Tattoo (generate lasting ideas). titled ‘Fire Scooter’ category, the agency’s for the restaurant campaign titled ‘Inner >> ACCOUNT MOVEMENT Republic of Chicken Smile’ for Fujifilm F70 (ROC) under the Camera is responsible Transit sub-category for fetching this shortlist. > CavinKare has appointed the Mumbai-based has been shortlisted. In Categories that creative startup Curry-Nation, as its creative the Design as well as Indian agencies have agency for three of its brands - Fairever, the flagship product in its fairness creams category, ADVERTISING Direct Mail categories, McCann not managed to receive McCann Worldgroup any shortlists in include and deodorants Spinz and Hi5. The business for these three brands was handed over to the agency after a multi-agency pitch process that lasted for about a month. figures for its Public Worldgroup Content & Contact, Previously, the creative mandate for these brands was with Mudra. MEC is the media Service Child Labour Innovative, Integrated, has three agency on the CavinKare account. This is the second business win for the agency; the campaign titled shortlists, Leo Interactive, Public first was the acquisition of three brands under the Emami umbrella, Hairlife, a herbal Enslaved Children Relations, Facebook hair product, Fast Relief pain relief ointment and blood and skin purifier Lalima. (Ceramic Plate, Burnett and Integrated Media, Film, Wooden Frame, Crying Rediffusion Film Technique and Carpet, Wall Hanging). Student. In the Design category, Y&R have two At the Clio Awards > Ignite Mudra has bagged the media and the campaign has shortlists each, 2010, Indian agencies creative mandate for Govind Rubber (GRL), a player been shortlisted in the while JWT has that received shortlists in the bicycle tyres market. The agency has been Point of Purchase sub- were Ogilvy India’s signed for a period of three years. There was no category while in the one shortlist. Delhi branch (in the pitch process before Ignite Mudra was appointed as the company’s strategic Direct Mail category it Design Direct Marketing branding partner for its bicycles tyres and allied businesses. Having been low-key on the communication front, GRL is currently in the process of working out its ad has been shortlisted under a sub- category for India Post-Stamps), spends. category called Dimensional. Ogilvy India’s Mumbai branch (in Rediffusion-Y&R’s two shortlists the Media category for the poster also lie in the aforementioned campaign for The Economist), Leo Design category. One of them is Burnett in the Print category for > RK Swamy Chennai has been awarded the creative duties for for Rasna under the Packaging Tide Detergent’s ‘Magttraction’ retail chain Vivek. The development is the result of a multi-agency pitch sub-category for its campaign aptly campaign and TapRoot India’s process that was initiated a few months back. Previously, the creative mandate for this account was with Ogilvy India’s Chennai branch. The titled ‘Inside the Box’. The other ‘Colours of India’ print campaign two main brands under the umbrella of this professionally managed is, quite interestingly, a campaign for Transasia Paper. TapRoot India’s public limited company are Viveks and Jainson. The creative duties for under the Self Promotion sub- campaign went on to win a Gold both brands were reviewed in this pitch. In the past, around 70 per category for marriage counsellor, last year. cent of the company’s advertising spends were allotted to brand Viveks, Dr Raj Brahmbhatt; the name of Clio Awards recognise creativity while the remainder was utilised to promote brand Jainson. the campaign for this individual is in advertising, design and ‘Flip It’. communication, across TV, print, Leo Burnett also has a radio, interactive and new media. > General Motors (GM) has handed over its creative and digital mandate to QUOTE OF THE FORTNIGHT McCann Erickson. The pitch process that began three months back, witnessed the participation of Leo Burnett, Contract ‘‘While advertising has Advertising and McCann Erickson. The incumbent agencies for the car manufacturing company were Leo Burnett and Wieden+Kennedy. The account will be handled by to be on strategy and the agency’s Delhi office. GM will soon launch six new products. McCann will be should sell the brand, responsible for the new launches, as well as existing brands. we also need to see that advertising as ‘content’ > i-mint Loyalty Solutions and Research coalition loyalty can also be shared programme has appointed Mudra Group, Rediffusion- digitally by consumers.’’ Wunderman and Dentsu Communications. Mudra Group will be responsible for i-mint’s above the line KINJAL MEDH, COO, COGITO CONSULTING, ON HOW MARKETERS CAN BUILD NEW BRANDS IN THE FUTURE, advertising, Rediffusion-Wunderman will provide below the line IN THE STRATEGIST. solutions and Dentsu will function as i-mint’s media agency.

10 afaqs! Reporter, May 16-31, 2011

   UNICEF For a Better Tomorrow The campaign popularises the Right to Education Act; the total advertising spend for this campaign is approximately `20 crore. By Ashwini Gangal

NICEF (United Nations Children’s The five-film campaign around them. “With equitable and quality educa- Fund) has come out with a new adver- tion, the children will be provided with fuel to Utising campaign, based on the ‘Right of talks about the ease in express their imagination and quell their curios- Children to Free and Compulsory Education Act ity,” shares Guha. The communication strategy 2009’, which officially became a Fundamental accessing quality education seeks to influence the current attitude and behav- Right on April 1, 2010. iour related to children. Another insight was that While the press ad to announce the RTE (Right for children in the people are unable to visualise the benefits of pro- to Education) Act was released on November 14 6-14 age group. actively seeking primary education; the campaign last year, the ad films were released last month. tries to show these benefits to the target group. The total advertising spend for the RTE campaign team, comprising creative heads Anil Verma and is an approximate `20 crore. Partha Majee. The copy is by Brajesh Kumar and MESSAGE RECEIVED? The five-film campaign highlights the ease in the film’s team includes Tapan Sharma, Michael ndustry professionals appreciate the campaign, accessing quality and equitable education for chil- Remedios and Anil Sonavane. Chrome Pictures Ibut also point out its pitfalls. dren in the 6-14 age group. The main target group is the production house and the films have been Mythili Chandrasekar, senior VP and executive of this campaign comprises parents of children directed by Hemant Bhandari. Urvashi Guha, planning director, JWT India, feels the message within this age bracket and members of the village vice-president, DDB Health & Lifestyle, Delhi, on ‘Right to Education’ does come through, panchayat and teachers. was a key figure as the project leader on this cam- cumulatively. “The uniformity in the casting, the Previous memorable communication efforts paign. look and the feel works in unison,” she says. “The on part of UNICEF include campaigns centred Besides the TVCs, the media mix includes ‘Curious Child’, though done before, is always on the issues of polio, H1N1 flu, water and sanita- communication across radio, print and posters. charming as an insight and am sure will touch any tion and cleanliness. The most recent was the one On television, the reach is across 33 channels, parent,” Chandrasekar continues about one of the to promote the Census in the country. ranging from educational to news channels. films in particular. But, she feels that the theme Of the five TVCs, one is a theme film, while Additionally, a RTE FAQs booklet for children film doesn’t really achieve anything. the others address one education-related social is also being used to spread the word. The book Chandrasekar is of the opinion that presum- problem each, such as social inclusion and dis- aims at highlighting the history of education in ing this campaign is meant to persuade the crimination, gender, social mobilisation and India. The book is being adapted in 12 regional real target group, a strong ‘reason to go’ would physical disability, amongst others. All films are languages, in order to get the message across to have added value. “How will education change crafted from the child’s perspective and end with the masses. your life and give you the progress you want?” the words Ab Padhna Pakka! One of the consumer insights used during the she questions, saying that the motivation was The campaign has been put together by the ideation stage of this campaign is the fact that DDB Health & Lifestyle (part of DDB Mudra) children are inherently curious about the world    >>

    MRUC-MRSI A New Proposition A committee representing both MRUC and MRSI had identified some key requirements for the development of a new SEC System. News Bureau

he Media Research Users’ Council explains that the new system classifies Indian 0.5 per cent of all Indian households. Nearly 2 (MRUC), along with the Market Research households by using two parameters, educational per cent of urban households and less than 0.1 TSociety of India (MRSI) has rolled out the qualifications of the chief wage owner in the per cent of rural households belong to the new new socio-economic classification (SEC) system. household and the number of assets owned (out SEC A1. The initiative was taken in a bid to keep pace of a list of 11 assets). Based on these two param- More than half of all SEC A1 households with the fast-evolving economic outlook, con- eters, each household will be classified in one of reside in the top six Indian cities including sumer attitudes and preferences in the country. 12 SEC groups - A1, A2, A3, B1, B2, C1, C2, D1, Delhi, Mumbai, Kolkata, Chennai, Bengaluru For the record, the decision to revisit the SEC D2, E1, E2 and E3. These 12 groups will exist for and Hyderabad. grading system was initiated over five years back both urban and rural India. At the other end of the spectrum, the bottom- by MRUC and MRSI, in order to give more rel- Thomas Puliyel, president, IMRB International most new SEC class E3 comprises 10 per cent of evance to the system. This was done all Indian households. Only 2 per especially because the earlier SEC cent of urban households and 13 per system was put in place in the mid- cent of rural households belong to 1980s and was therefore, dated. “In 2006, extensive new SEC E3. Nearly 93 per cent of Says Lloyd Mathias, chairman, all SEC E3 households are in rural MRUC (also, president, corporate research and inputs from India. monitoring, Tata Teleservices), “In Adds, Praveen Tripathi, CEO, 2006, extensive research and inputs experts had thrown up a Magic9 Media and Consumer from industry experts had thrown up Knowledge, who has been involved a burning need to revisit the classifi- burning need to revisit with the development of the new cation system, given that the market the classification system.” system, “Given that the new SEC environment, as also consumer pro- system classifies households on files, preferences and attitudes had LLYOD MATHIAS parameters that are different from undergone a sea-change over the last the old system.” three decades.” SUSHIL KUMAR Tripathi further adds, “It will not It were these findings, he notes, be proper to compare the old SEC that led MRUC to set up a core team to work on says, “The new socio-economic classification classes with their equivalent ones from the new putting together a new SEC system that would be system is the culmination of many years of hard SEC, even if the two carry the same alphanu- a true reflection of the actual standing of Indian work by some of the best brains in the industry. meric tags. For example, class A1 of the new SEC households. With the growth of the economy and of small system should not be confused with class A1 of A committee representing both MRUC and towns and rural, it has become imperative to look the old system. Indeed, the new SEC A1 is more MRSI had identified some key requirements for at a single system for both urban and rural India.” homogenous, owns more assets, and is more the development of a new SEC System over a The top-most new SEC class A1 comprises affluent than old SEC A1.” period of five years. The formulation of the new SEC system has These were: largely been done using the Indian Readership U The new SEC system needed to be more The initiative was taken Survey database. The developmental work has discriminating, with sharper identification also used IMRB’s ‘Household Panel’ data. of the upper-most segment of society. to keep pace with the Indian Readership Survey is the largest survey U The new system needed to continue to be of Indian households with a sample size of over easy to administer. fast-evolving economic 2,60,000, of which, roughly 1,75,000 are from U There needed to be a common classifica- outlook, consumer urban India while around 85,000 hail from rural tion for urban and rural India. India. Ashutosh Sinha, vice-president IMRB, attitudes and preferences. [email protected]

   TANISHQ A Star-Studded Affair In a new commercial for Tanishq, filmstars Jaya and Amitabh Bachchan carry an information-heavy message on the criteria to determine the quality of a diamond. By Devina Joshi

anishq and celebrities have rarely locked hands in the past. Tata’s jewellery brand Thad a celebrity endorser only once, for a tactical campaign featuring actor Asin during her peak ‘Ghajini’ days. Unusual, especially since the category is flooded with celebrity endorsed ads. The jewellery brand has decided to change that and give the ‘star-studded ads’ route a shot, with the latest commercial for its diamond range fea- turing celebrity couple Amitabh Bachchan and his wife Jaya.

THE ‘QUESTION-MARK’ FACTOR iamonds, as we all agree, ing consumers with information on national creative director, Lowe Lintas India Dare ideal gifts. They signify the truth about diamonds through (Tanishq’s agency), the need of the hour was to commitment and trust. However, the commercial. The ad advocates find someone who influences people in a humane according to research undertaken awareness on how to evaluate the manner. Bachchan’s charisma and popularity were by the brand, the awareness and purity of these precious stones at evident during the KBC episodes, so he was the comfort levels about diamonds the time of purchase. obvious choice. And, roping in wife Jaya as the are fairly low amongst consumers. Enter the Bachchans. They lend discerning wife whom the husband is eager to Unlike in the case of gold, where credibility and make the brand story please was the right decision, as the story in the the ‘carat’ is a fair measure to judge more relatable. “The couple has a commercial involves the hassle a husband goes its quality, customers, while pur- strong connect across all age groups through in an effort to find the perfect diamonds chasing diamonds, are unsure of and therefore, would lend versatil- for his fastidious, but knowledgeable wife. the criteria for its purity. ity to our message,” says Bhuwan “It was a tough brief, loaded with technical “What exactly should I look for?” Gaurav, head, marketing, Tanishq. information to be given to consumers. We cast the is the question in the mind of The ad educates consumers on Bachchans as the hassled husband struggling with most consumers while shopping the basic four Cs of diamonds - cut, information about jewellery, and the knowledge- for diamond jewellery, as vari- clarity, colour and carat. able wife in that department,” says Iyer. ous terminologies keep doing the It has a thoughtful Bachchan There was the role play and the ‘homework’ rounds when it comes to judging imagining a scenario where he is angle - an insight that plays on the theory that just the cut and purity of diamonds. gifting his wife a set of diamonds gifting diamond jewellery isn’t enough, one needs There is no clear judgment criteri- for her birthday. In his imagination, to impress his woman with knowledge about his on. Consumers are not particularly she scoffs at his choice saying he purchase. demanding about such informa- should have consulted her before To ensure that unlike several other ads fea- tion. And, retail jewellers don’t making such an expensive purchase turing Bachchan where he is recalled more than bother much to educate consum- without knowing anything about the brand or its messaging, Lowe cast him as the ers, either. the product’s authenticity and qual- man rather than the superstar, while Jaya lent the In order to shake consumers out ity. A wry Bachchan snaps out of human angle to the story. of this inertia and to popularise dia- his reverie and decides to do his The ad is also rather information-heavy, with monds in a manner that causes an ‘homework’ before purchasing the diamond-related terms such as ‘slight inclusion’ impact, Tanishq took it upon itself (Top) Gaurav and Iyer: on ideal set of diamond jewellery. to do the ‘category job’ of provid- determining diamonds According to Arun Iyer, co-     >>

   AIR-CONDITIONERS Desperate to Differentiate Air-conditioner brands seem to have taken to the second level of communication in a big way. afaqs! Reporter explores why it has become cool to talk about everything but cooling. By Ashwini Gangal

he other day, an unsuspecting lay consum- and cools accordingly, while Onida offers the er noticed a huge hoarding in suburban option of pre-cooling one’s home remotely by TMumbai with actor Priyanka Chopra pos- sending out a text message to the AC. LG claims ing beside the words ‘Virus Doctor’. Just as to energise users and keep them active through the the layman began pondering which anti-bacterial day, while Voltas, with its sleep mode and power soap she was endorsing, he realised that it was, saving features, promotes ‘Sensible Cooling’ with of all things, an ad for an air-conditioner brand the help of its Sensible Cooling Technology. - Samsung. The brand’s television commercial Hitachi, in its turn, offers its ‘I-Clean’ AC - one elaborates on the words on the hoarding and that ‘cleans itself’ (have you caught the TVC by attempts to convince consumers that the AC helps Bates 141 in which an air-conditioner dances to kill the dreaded H1N1 virus responsible for swine popular Bollywood numbers while bathing?) flu! Well, Samsung is just one of the brands in this MERE COOLING IS COOL NO MORE category that has moved way beyond the core ome industry professionals were asked by functionality of cooling. In general, the commu- Safaqs! Reporter why this category is veering nication for air-conditioner brands has shifted to towards aggressive communication of second level the second level of advertising as the brands are brand propositions. Naresh Gupta, national plan- increasingly trying to differentiate with unique ning head, Cheil Worldwide, the agency behind propositions that have little to do with cooling. Samsung’s advertising, outlines in broad strokes While declarations to purify the air, promote the journey of the AC category so far. “The good health and kill germs in the home environ- category has moved from talking about generic brand level and out-do one another. ment have become popular propositions in this cooling to specialised cooling and temperature- “As a consumer, I feel that most of these brands space, several brands have gone a few steps ahead related issues to, now, beyond cooling.” have interchangeable parts and features. Due to of these common claims. R Sridhar, founder, brand-comm, is of the this lack of differentiation at the product level, Panasonic’s main proposition is ‘eco-navi’, a opinion that these recent ads represent the AC brands seem to be trying to generate differentia- technology that senses human industry’s desperate attempts to differentiate at the tion at the communication level.” activity in the room He adds that owing to market evolution, air- conditioners are no longer luxury products and ACs have awareness among buyers is very high. Robby moved from Mathew, national creative director, Interface Communications, attributes this trend to the surge talking about in technological innovation in the AC category. “Today, AC ads have graduated from exaggerated generic cooling depictions of their cooling features, such as show- ing water turning into ice because of the cooling to specialised capacity of the AC, to riding the technology wave.” cooling.    #>>

<<    ! " Apart from television, radio, press Raja feels the commercial does its sage watchable, and the duo also and outdoor are the media vehicles job of selling the Tanishq store and makes the whole thing look effort- A Star-Studded... employed for this communication. the fact that it can advise men about less.” diamonds. The interplay between Furthermore, he feels the TVC thrown in, along with the criteria SHINING THROUGH WITH the couple is ‘pretty real’ and their has a premium look and feel which for judging the quality of a good cut, CUTTING-EDGE AD? conversation is pretty much, a goes with what it’s trying to sell. The as well as, putting forth Tanishq’s he ad has been largely well- ‘much-married conversation’. idea of ‘women are fussy’ almost ‘exchange diamonds at current dia- Treceived by the ad fraternity, “To sum up, yes, the commercial looks backfitted to the message that mond price’ offering. save a few minor aspects. does its job. But, does it get me to there are many things one needs to “People tend to rely on their sourc- Says Rajeev Raja, national crea- my feet applauding? Regretfully, the look at while buying diamond jewel- es, or word-of-mouth for diamond tive director, DDB India, “I think answer is no. Perhaps, a better idea lery. purchases,” remarks Iyer. Through the commercial has a strong insight would have been ideal,” says Raja. But, according to Sinha, some of this commercial, the attempt is to which is that men know zilch about Dheeraj Sinha, regional planning the past work from the brand has bring forth the ‘True Diamonds’ diamonds and as far as a woman director, Bates 141 Asia, remarks, been far more charming in terms of proposition of Tanishq, which fol- is concerned, there’s nothing she “I think the use of the Bachchans insights. lows stringent quality norms and is doesn’t know about it.” makes this information-heavy mes- Says he, “In this ad, one misses upfront about the various quality of the seduction and desire that jewel- diamonds it offers consumers. ‘What lery needs to create. Also, by the time you see is what you get’ is the mes- The ad featuring the Bachchans educates you reach Bachchan’s age, you either sage here, based on the four pillars know how to buy diamonds, or you of Brand Tanishq - purity, trust, consumers on the basic four Cs of dia- don’t care.” transparency and quality. monds - cut, clarity, colour and carat. [email protected]

18 afaqs! Reporter, May 16-31, 2011

   DENTSU Propelling Growth Seiichiro Hayata, the acting chairman of Dentsu India, reveals his immediate tasks in hand to accelarate a growth path for the agency. By Prajjal Saha and Anushree Bhattacharya

he last few weeks have been quite turbu- lent for the Dentsu India Group, which till Trecently was 74:26 JV between Dentsu Inc of Japan and Mogae Group (co-owned by Sandeep Goyal and his wife Tanya). The group has three anticipated. He says, “In a period of transition major brands in India - Dentsu Communications, there is a high tendency of people moving out.” Dentsu Marcom and Dentsu Media. However To fill the gap, the company is now looking at post the Japanese partners Dentsu Inc’s purchase talent from both within and outside the organi- of the 26 per cent stake of Mogae Group, the com- sation, but definitely not someone from Japan, munication company has lost its top management, Hayata clarified. The next task in hand for the new head of operations, Rajesh Aggarwal; head of crea- management at Dentsu India is to keep a balance tive, Gullu Sen, and national creative director of between the Indian and Japanese business and Dentsu Marcom, Nitin Suri. maintain the Indianness of the agency. Seiichiro Hayata, acting chairman, Dentsu Until now, the ratio between the Indian and India, reveals to afaqs! Reporter, that since India Japanese businesses has been 60:40. The agency was an important market in Dentsu’s scheme of now plans to get a few home-grown Indian brands things, it was of the utmost importance to get a on board to maintain the share of Indian busi- 100 per cent stake in Dentsu India to fuel the next Hayata: on immediate tasks nesses. The Ahmedabad branch of the agency will phase of growth. According to Hayata, the first tion’ paths. What he means is that Dentsu India specially cater to this need and to this effect, it has few years under the leadership of Sandeep Goyal, will now function independently, with its Indian recently got the business of Vini Cosmetics. was a period of development-cum-entrepreneur- counterparts getting a free hand to run the busi- Besides, Dentsu India, which has until ship. However, in a joint venture, it often becomes ness, but under guidance from Dentsu Japan. now showcased its strength in automobile and difficult to reach a conclusion. With a 100 per cent The acting chairman, who has been in India for audiovisual brands, mainly due to its Japanese stake, Dentsu Inc wanted the power to be the final the last 18 months, probably to ensure a smoother background, now wants to focus on sectors such decision makers. transition of power and to understand the market as FMCG, Indian mobile phone brands and edu- Though, Hayata is also quick to add that Goyal better, says that there will be more delivery of cation. Hayata reveals that Dentsu India is now has been a great source of learning and it’s because tools and knowledge resource from Japan post the looking at creating an integrated business solution of him that Dentsu Inc now understands the acquisition, which was a rare till now. According by introducing new arms in areas such as below- nuances of the India business. Goyal continues to to Hayata, it was important to do so to upgrade the the-line activation and public relations. be non-executive founder chairman, though he talent skills of the existing team and thus take the “From now on, we will have a more harmoni- will not be a part of the day-to-day functioning. business further. ous collaboration between Japanese knowledge Hayata discloses that now Dentsu India will When questioned about the exit of the top and Indian talent,” says Hayata, as he signs off. follow both ‘de-centralisation’ and ‘centralisa- management, Hayata did not deny that this was [email protected]

<<    !  Desparate to...

According to him, each brand seems to have picked an innovation-related USP on which to base its commu- nication. Interface Communications handles AC brand Blue Star. The brand recently repositioned its sec- ond level brand proposition from a

product that provides uniform cool- SUSHIL KUMAR FOTOCORP ing around the office area to one that (L-R) Gupta, Sridhar, Mathew and Guha Thakurta gives office-like cooling at home. the proposition,” he asserts, adding AC category and consumers are such as changeable colour panels on HOW ‘COOL’ IS THIS that the consumer insight used on looking for more. “Today, brands the machine. TREND? Samsung was that people today are cannot get away by talking about Interface’s Mathew predicts that re these second level proposi- genuinely concerned about falling ill cooling alone,” he says. in the future, this category may swing Ations working or do consumers often. “In the wake of this reality, if However, he is quick to point towards the emotional space as far as find it hard to buy into AC brands’ an AC offers to help filter the air and out that at the second level tangible its second level advertising goes. “AC tall claims beyond the standard cool- kill viruses, consumers accept it,” he benefits go down well with consum- brands, like telecom brands, ulti- ing feature? Cheil’s Gupta opines says. ers as opposed to unrealistic claims. mately need to build a relationship that as long as the consumers find Prajato Guha Thakurta, creative To support his claim, he cites the with the consumer. Each brand will the brands’ claims relevant, the ads director, Electrolux AC account, example of the Electrolux account, pick a proposition beyond cooling to will work. Mudra, feels that cooling is a mere the print advertising for which talks highlight,” he concludes. “Buyers look for meaning in hygiene proposition in the cluttered about a tangible second level benefit [email protected]

20 afaqs! Reporter, May 16-31, 2011

  DIGITAL PROFESSIONALS CLUB In a New Avatar The new version of afaqs! Digital Professionals Club is more engaging and versatile. By Ankit Bhatnagar

eeping in mind the growing popularity and award winning digital advertising campaigns and a need for higher engagement and richer digital karaoke nights are also lined up for the Kcontent, afaqs! Digital Professionals Club future. has come up with a new and improved website With an impressive membership database and a (http://digitalclub.afaqs.com). growing following on Facebook, the club is slowly Apart from its refreshing look, the new website becoming a melting pot of buzzing ideas and a allows users better interactivity and higher levels place where issues concerning the industry are of engagement. Started with the aim of bring- raised and discussed. ing the digital fraternity closer and consolidating With sections like the ‘Digital Wall,’ where the bond to the industry’s benefit, the Digital comments from digital industry professionals Professionals Club has been successfully organis- are showcased and ‘Thinking Aloud,’ where pio- ing events and workshops in Delhi and Mumbai. neers of the industry put forth their views on While the social media workshops by Pradeep current topics, the new interactive sections are Apart from offering a Chopra, digital entrepreneur and co-founder of the highlight of the new website, designed by platform for discussions to its members Soch.la, were a hit among the club members and Webchutney. and distributing goodies such as free gift vouchers digital industry enthusiasts the coffee chat with and discounted passes of industry events, the Alok Kejriwal, co-founder and chief executive The interactive sections club website also offers a gamut of job postings officer, Games2win in Mumbai was also a big hit. available within the industry. The members also The club is not only about serious social are the highlight of the have access to the online version of the Who? networking, workshops and business seminars, directory, which has contact details of the who’s rather a lot of light and entertaining events like new website, designed by who of the digital industry. Digital Quiz, an adventure trip, a showcase of Webchutney. [email protected]

TIFFIN BOX

Life Cut Short

A restless consumer is a terrible target for brand communication. That’s just who the advertising business has to live with. By Prajjal Saha and Ashwini Gangal

n the ’70s, Sholay created a record when it ran few years, could go on and on. Not anymore. the new advertising game brilliantly even as the for a straight 286 weeks - that’s more than Remember Liril and how the brand was basic product has remained essentially the same five years - in Mumbai’s Minerva theatre. In associated for decades with the girl under a is Cadbury Dairy Milk (CDM). Though it has the ’90s, Dilwale Dulhania Le Jayenge did more waterfall? Or how Lifebuoy’s jingle - Lifebuoy hammered away with the same proposition - Ithan 800 weeks in Mumbai’s Maratha Mandir. hai jahan, tandurusti hai wahan! - was unfailingly CDM = meetha - for years, it keeps finding new Cut to now. Today, a blockbuster has a life of accompanied on television (and in cinema halls) ways of engaging consumers. A senior creative four to six weeks in a theatre, followed by a telecast with the video of a cheerful, sweaty footballer? executive who has worked on the account reckons on national television a few months later - a few That kind of consistency would be perceived as that Cadbury probably generates five times as home videos later, it has pretty much reached the monotony in today’s world. many creatives per year as it did a decade ago. end of its life cycle. Creatives today, last for a season, or at most a As the attention span of people has plummeted, year. Every idea comes with an expiry date and SATISFACTION LIMITED! the life of content has been cut short. This is true most creative routes are discussed keeping the he consumer has changed, and the brands must for entertainment as well as advertising. Until the quarters in mind, not years. Tfollow. Until the last decade, the consumer ’90s, the same creative idea, contemporarised every A brand in the FMCG space that has played was largely a satisfied creature (or as satisfied

Santoor kept harping on Cadbury Dairy Milk sells The devil went on, anti-ageing though the the same point with though Onida was market has changed. many fresh stories. no longer envied.

28 afaqs! Reporter, May 16-31, 2011    

as human beings can possibly be). Consistency not be immediately    $%&' and permanence was what they sought in most evident but the same  (  &&    things, be it a job, house or watch. It was in this creative idea can’t be  &)      perspective that brands too were viewed. stretched any further,”  *&   ! Today’s consumers are quite the opposite. says Desai.  (+i & ,  Change is the sign of growth, so everything should Brands are some- K  *     . preferably be new – be it the mobile phone or times forced to &  &(-     the job. K V Sridhar, national creative director, rework their benefit .  -, Leo Burnett, says, “Lifestyles have evolved, and package for the & ((%     & with that, the role of brands in people’s lives has consumer because the /0 1 & %2 changed.” He adds that since the purchase cycle environment in which has changed, the planning cycle for the brand has they exist has changed. to change accordingly. For instance, many Since consumers are restless and quick to years ago, Santoor soap claimed that it made the service oriented. In both, offerings are being yawn, “the era of classics in advertising has user look young. At that time when creams were constantly overtaken by better options leading to gone,” believes Manish Bhatt, founder director, few and bathing soaps promised all the benefits - fresh communication. Scarecrow Communications. health, beauty, fragrance, you name it - the claim In a services category like telecom, the number Ravi Deshpande, chairman and CCO, Contract was credible and it worked. Today, when some of offers and sub offers are so enormous that Advertising, says that since “the world has got of the world’s biggest personal care brands have different creative is inevitable. As a proof, note busier, and is full of distracted people, we need anti-ageing skin cream to offer, a soap offering the that Vodafone released 78 Zoozoo commercials fresh expressions every three-six months.” same benefit naturally tests credibility. in three years. If last year, the cellular phone Problem is, brands understandably drag their market was buzzing about one paisa per second, A LONG BATTLE feet when it comes to giving up their pioneering this year, it’s about mobile number portability hough the fidgety consumer is bound to status. Says Abraham of Lowe, “Sometimes, these and 3G services. Besides, there is little discernible Tleave a marketer uneasy, it is not just her. brands get caught in their own success.” difference between brands. In such a situation Sometimes brands have been overtaken by changes brands have no option but to force themselves on in their category or in neighbouring ones, forcing CLAIMS AND COUNTER CLAIMS to consumer’s mind through fresh creatives,” says them to relook at their communication from he low frequency of change in brand a creative planner. scratch. “If a brand loses its relevance, it’s dead. Tcommunication in the past is also explained Add fierce competition to categories where What was relevant in the last decade doesn’t work by the nature of the products and the low level of product change is rampant and it is inevitable now,” says Santosh Desai, CEO, Future Brands. competition. Many of the largest advertisers were that the advertising is being constantly changed For example, through the ’80 and into the ’90s, absorbed in category creation. Maggi, for instance, in reaction to what one rival brand or another has Onida positioned itself as the top of the range used the tagline ‘Bus, Do Minute’ for more than done. Mobile handsets, teleservices and financial among TV sets with its memorable baseline, a decade and the creative was almost the same advertising are major examples of this trend. ‘Neighbour’s Envy, Owner’s Pride’. The devil right through. When competition grew, it got in a cemented consumer memory to the message. brand-specific tagline, Meri wali Maggi. MEDIA BURST However, as international brands such as LG and In days past, the largest advertisers were FMCG he proliferation of media has had a role to play Samsung entered India, Onida’s claim of being the brands. Apart from everything else, product Tas well. “With so much of media available, best was no longer credible. It tried to change its change was rare. Today, however, there is a consumers today have a tendency to skip ads. communication but it had waited too long and the whole slew of categories which are either tech or In such a scenario, the quality of entertainment brand was no longer relevant. in ads has to be very high in order to grab the Lifebuoy saved itself from falling into a similar consumers’ attention. The brand constantly needs trap of irrelevance. Lifebuoy was doing just fine to freshen its creative to reward its customers,” as the masculine germ-killer until societal shift says Deshpande of Contract. shook the brand’s foundations. The brand’s ‘Little 3   &' ( When media presence was weak, an advertiser Gandhi’ campaign - where a small boy ushers in &  (  had only a limited set of options and frequency local change - helped it expand its target group and  . ((  to reach his prospect. Since the message would move into the family space. “Healthy family had   & && && be seen by the prospect on a low frequency in become more important than a man’s tandurusti,” )   !1  a handful of options, the brand had to keep on says Saji Abraham, head, planning, Lowe. The !  . ((  hammering away with the same creative idea to brand survived and thrived.  )  !   impress the consumer’s mind. !    ' ( Today, such is the media presence that, to take WHY SAY ‘NO’ TO CHANGE? ###2 an extreme case, a mobile handset brand can be ome brands continue as if nothing has changed created in just 50 days, during cricket tournaments Sbut they survive “because of their historical such as the Indian Premier League. Newer formats value and legacy. The adverse effect of this may such as social media and out-of-home and sports sponsorship have given new dimensions to brands, allowing them to build critical visibility rapidly. The underside of all this exposure: consumers tire quickly of the creative.

CLIENTS COME CALLING few years ago, when a client called on an Aadvertising agency for creative ideas, the bigness of an idea was often judged by its longevity. Could it be extended from one year to another? Now the first concern is about whether there will be a measurable, immediate impact. Return on investment is a mantra chanted incessantly since Lifebuoy moved to the impact is so much more measurable now. family space with new product and proposition.    4>>

afaqs! Reporter, May 16-31, 2011 29        

New campaigns across television, print, out-of-home and digital media. TELEVISION

DEL MONTE SYMPHONY COOLERS CANON Through the commercial Del Monte positions its fruit Introducing air coolers with remote control, the TVC The campaign titled ‘India’s Nights Made Beautiful’, drinks with the brand truth - Taste Like Never Before. The focuses on how summer makes people lazy. With the communicates the promise that with the Canon IXUS TVC aims to leverage the taste of the drink and uses the phrase Pade Raho, the commercial portrays the role played HS camera, the beauty of India at night can be captured communication codes of ‘hip and cool’ to pass the message. by a remote control to stay lazy and relaxed. without using flash or compromising on picture quality. Creative Agency: Contract Advertising Creative Agency: Ignite Mudra Creative Agency: Percept/H, Delhi Creative Team: Nima Namchu, Sambit Misra Aneesh Chief Creative Officer: Bobby Pawar, Ravinder Siwach Senior Creative Director: Suman Sengupta and Jaisinghani and Timothy Rufus and Souvik Datta Gaurav Bahl Film Director: Sabal Singh Shekhawat Film Director: Vijay Maurya Film Director: Adarsh Gupta Production Team: The Big Picture Company Production House: Coconut Production House: Nirvana Films PRINT

PROVOGUE BLACK- The ad featuring BERRY Provogue brand Continuing to ambassador Hrithik position the Roshan puts forward BlackBerry as the new brand a youth phone philosophy, ‘Live and not just a Mad’ as it urges to business-centric let go of the world’s gizmo, the ad perception of the talks more about self and encourages BlackBerry’s self-belief. instant messaging VOLVO Creative Agency: system, The ad for Volvo’s sedan S60 focuses of the car’s automatic Makani Creatives BlackBerry braking feature with the vehicle’s Pedestrian Detection Creative Messenger. Technology in a cheeky way. Directors: Sameer Makani and Ashish Makani Creative Agency: Pickle Lintas Copywriter: Shrutika Rao Creative Agency: Orchard Advertising Executive Creative Director: Sujit Das Photographer: Prasad Naik Executive Creative Director and Art: Hemant Kumar Copywriter: Madhumita Deb Art: Bhushan Dalvi Copywriter: Ajay Menon Art: Sharique Khan OOH DIGITAL

UTV ACTION AMUL BUTTER PUNE WARRIORS UTV Action launched in-salon branding at 550 men’s salons in The brand popular for its topical advertising makes a pun The banner ad displays a virtual Cheer Queen and is 11 cities for a month. To capture the attention of the average on the recent assassination of terrorist Osama Bin Laden integrated with the live scorecard on CricBuzz.com. male viewer frequenting these salons, it used branded aprons, with the words ‘Bun Laden with Makhan - Amul Most Whenever a Pune Warriors player hits a ‘four’ or ‘six’ on seat backs and mirrors. Wanted’. the field, the Cheer Queen in the banner starts dancing. OOH Agency: UTV Exposure: 11 cities (including Mumbai, Delhi, Chandigarh, Outdoor Agency: daCunha Communications Digital Agency: Digital Law & Kenneth Kolkata and Pune) Exposure: Mumbai, Ahmedabad and Pune Exposure: Cricbuzz.com

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

30 afaqs! Reporter, May 16-31, 2011 ADVERTISING FILMS OOH DIGITAL PR EVENTS

WWantedANTED n NUTutcrackCRAC KEer R sS   INTEL Passion Wise Intel has launched ‘Picture Your Passion’ to promote its 2nd generation core processors. By Nandana Das

ntel India has launched a digital campaign ‘Picture Your Passion’ (www.intel.com/in/pic- Itureyourpassion), in a bid to promote its 2nd Generation Intel Core Processors. Aimed at cricket enthusiasts, the campaign lev- erages the ‘Visibly Smart’ positioning of the 2nd Generation Intel Core processors, which combine smart performance and stunning visuals. The visual activity which is based on cricket has been perfectly timed with the ongoing Indian Premier League (IPL) tournament. With the help of the toolbox provided on the site, a consumer can experiment with various visuals, colours and styles to create their own visual, choosing different backgrounds. The microsite has 12 cities, each having two (Clockwise) Aurora; Intel’s microsite; a Hyderabad screen grab locations to choose from. The cricket enthusiasts can show their support and passion for cricket and is being hailed as the next big wave on the market- stunning’ experience. We look at the campaign their city by creating these visuals. ing and communication medium. It has gradually as an activity or a journey that Intel is taking to The image gallery is the hub of different kinds become a pivotal medium of communication, sup- drive stronger and deeper conversations with its of actions, from which the user chooses and cre- porting the traditional medium to help engage with consumers, bundled with experiences that are ates a visual treat around it to decorate their city audiences and offer an integrated experience to the technology enabled,” he adds. walls along with a brief text. consumers. Building on this insight, we felt that Advertising spends for the campaign mainly The campaign, which inspires consumers to to bring out the experience of the 2nd Generation focused on vignettes on news channels and online create their cricket masterpieces on the microsite, Core, we needed to provide the consumers with banner ads. “We have seen results through the has been created by Interactive Avenues. performances that they can feel and see.” traffic that is being recorded on our microsite,” Sandeep Aurora, director, marketing, Intel Every week, top rated visuals would be reward- adds Aurora. South Asia, says, “We want to engage our audience ed and showcased on Intel’s ‘Visual Artists of the Intel claims that over 1 lakh visits have been on the proposition of the 2nd Generation Core Week’ gallery. The objective is to get the maxi- recorded on the site in two weeks and more than processors.” mum number of people to ‘Like’ the visuals. The 4,000 visuals have been submitted so far. “The About pro- more the number of ‘Likes’ one accumulates, the website is witnessing high engagement levels with moting Intel higher the chances of getting exciting prizes from an average of six minutes being spent by each processors with Intel. Simultaneously, a panel of judges including unique visitor. The Intel India Facebook page has a digital cam- graffiti artist Hanif Qureshi, and illustrator Deelip witnessed over 4,000 likes already,” says Aurora. paign Aurora Khomane, will judge the winners. As part of this campaign, Khomane, with the adds, “Digital “Through ‘Picture your passion’, Intel wants help of Graffiti Club, has even painted a 150 ft x 15 Painted wall at to create a visual, as well as a real PC experience, ft wall at Freedom Park in Bengaluru for a televi- Freedom Park, relating back to Intel’s 2nd Generation Core sion commercial created by Ogilvy. Bengaluru promise of offering a ‘visibly smart and seamlessly [email protected]

<<    !  rallies, and events in the actual prob- The communication strategy seeks to lem areas, in order to be effective. influence the current attitude and “The spirit of education being For a Better... a right and a demand to be edu- missing in this campaign. behaviour related to children. cated has been compromised. This Prathap Suthan, chief creative was an opportunity to drum up officer, iYogi, says they’re well-made be more provocative than just these and patience to educate the poorer positive aggression, not sweet look- films, right from casting and loca- pleasant ads?” he asks. lot and motivate them to send their ing films and jingles,” he says. He tions, to the acting. “But, there’s Suthan goes on to explain that kids to school. Ideally, commercials feels the commercials ought to have another way of looking at the cam- according to him, the problem with could have been made for us - how been strong motivational films that paign,” he claims, before sharing kids not being sent to school comes we can contribute and take the mes- empower children to seek out and some of his observations. directly from two primitive reasons sage to the people. We should have get their education. “My assumption could be wrong - children at home translates into been provoked into pushing our Pointing out that we need but if TV households aren’t the more hands that can be employed. drivers and maids, into sending their immediate action and immediate homes that are keeping children at Moreover, girls anyway stay at home kids to school.” behavioural change, he says, “I am home, then why use television as a and are denied education. Suthan concludes that he per- not sure these current films would medium?” Suthan wants to know. Suthan further explains his stand. sonally feels like converting the initiate that kind of explosive surge. “If it’s only for spreading the RTE, “Like I said earlier, these commer- current commercials into reality and Sure I sound radical, but these times then why so many commercials? If cials give out the right message to suggests the campaign needs to be and these issues need powerful solu- there are multiple issues and aspects the wrong audience. Show me one supported by a lot of below-the-line tions, methods, and means.” to be tackled, then shouldn’t those among us who will find the time (BTL) work, on-ground activations, [email protected]

32 afaqs! Reporter, May 16-31, 2011

    Will Social Media Affect The Clout of the Homepage? With many users discovering content via social media feeds, will the relevance of homepage as an advertising destination gets affected in future? By Kapil Ohri 6; 85 56 785   5795 75:5 7 955  Chief Marketing Officer, Makemytrip.com Head, Mktg & Product, IDBI Federal Managing Partner, South Asia, GroupM Senior VP, Marketing, Web18 FOTOCORP FOTOCORP A BIGGER THREAT AS ADVERTISERS, WE WITH THE WEB GETTING PROFESSIONAL TO THE HOMEPAGE ARE ONLY CONCERNED MORE FRAGMENTED CONTENT DESTINA- IN MY OPINION IS WITH THE EYEBALLS WITH EACH PASSING TIONS ARE OFTEN WIDGETISATION OF OF A TARGET DAY, ONE MAY ASSUME ‘RICH INFORMATION CONTENT AND THE SEGMENT. WE WILL THAT THE RELATIVE AREAS’. CONSUMERS COMBINATION OF ADVERTISE ON PAGES IMPORTANCE OF THE MAKE SURE THAT EMERGING APPLICATION THAT GET US CLICKS. HOMEPAGE WILL GO THEY VISIT SUCH ecosystems and per- we have no emotional connect to down in future, but it will destinations to meet their specif- sonal media devices. If the homepage. not happen. The internet ic information needs. Therefore, you get hooked to reading In future, we may find the audience is still growing a consumer is likely to visit the Techcrunch.com on the classical ‘homepage’ on the in India and the homepage homepage of a cricket website Flipboard (social magazine social media itself. If you look at will remain or become the during a series or visit a financial app) iPad app, I promise you, the content on social media, any gateway (of content con- website to know about markets you are never going back to talk-worthy item gets posted or sumption) for new internet or log on to news sites to track the site. A strong counter to forwarded, creating a viral effect. users, compared to the poll results etc. If numbers are that emerging trend is strong This means that publishers need evolved internet audience. anything to go by, there is a con- personalisation that creates a to create more interesting con- It is important to con- sistent and continuous increase much stronger level of affinity tent, which goes viral on social sider the journey of the in visits to the homepages of between the site and the user, media, and thus boosts traffic user and establish the rela- these websites. It shows that as Yahoo! discovered with its dramatically on to the relevant tive importance of all media vertical specific content will new homepage. content page on their site. Then components (paid, owned always be a direct destination. For sites that continue to it will be up to the publisher to and earned). In future, tar- From an advertiser perspec- evolve - in packaging, con- have enough sticky content on geted advertising will become tive, the homepage is the ‘impact’ tent and technology - the that page to make viewers stay more important. Advertisers unit and allows rich media adver- homepage can continue to on that site. Also, this could mean will follow web destinations tising. Marketers believe that be the centrestage in future. that the ‘evolved’ netizens may wherever they will find their the best time to converse with a Once the consumer enters a be the ones scanning homepages audience. It does not imply consumer is either at the begin- site (from any media), it’s up to find content that they can post that the relevance of the ning (homepage) or the end of a to the site to retain him. If on social media. For the rest, it’s homepage will go down. It website session. Thus homepage the consumer finds the con- a friend who puts up a great link still remains a valuable option and ‘end of the session page’ (log tent good, he can come back and they click on that link, with- to build quick reach and use out areas) will remain important directly to the homepage. out going to the homepage. innovative ad formats. real estate.

34 afaqs! Reporter, May 16-31, 2011    SUNDAY VIEWERSHIP Restoring the Glory While it is true that urban Indians are hard to catch on weekends, maybe TV channels aren’t trying enough either. By Anindita Sarkar

unday is no longer a day for families to jostle choosing to go out of town. together before their television sets and pay “The loss in Family structures have also changed from being Sundiluted attention to the much-awaited Sunday viewer- joint to nuclear, observes Prabhakar, head, CMS narratives of the Mahabharata. Children no longer ship is due to the Media Lab. And, along with this, the Sunday time wait with bated breath to watch Mowgli (of The utilisation patterns have also witnessed transitions. Jungle Book) jump from one tree to another. ever-rising frag- Women of the households are in no hurry to finish mentation of the LACK OF ENOUGH ORIGINAL AND their domestic chores to grab a seat before the tel- CONSISTENT PROGRAMMING... evision. Why not? What exactly are the influences television space.” here is a universal consensus that broadcasters that have led to the fall in Sunday TV viewing? NAVIN KHEMKA Taren’t trying enough either. Channels aren’t investing to grab audience attention on Sundays FRAGMENTATION OF TELEVISION with original programming. While Colors did try SPACE... “Slots are built to keep the viewers hooked onto the channel on ccording to Navin Khemka, senior vice-presi- over a period of Sundays with Jai Shri Krishna (produced by Sagar Adent, ZenithOptimedia, one reason attributed Pictures), eventually the property was moved to to the loss in Sunday viewership is the ever-ris- time so channels Nick, its sister channel in the kids’ domain. Sony ing fragmentation of the television space and an need to be consist- tried its luck with the YRF (Yash Raj Films) line increase in specialised channels. up, but the strategy did not meet with much suc- Currently, there are approximately 475 televi- ent in what they cess in garnering viewership. sion channels that are up and running, nationwide. show.” Says Anita Nayyar, chief executive officer, The increasing number of television channels, ANITA NAYYAR MPG, “Slots are built over a period of time and along with an upswing in the number of genres therefore, channels need to be consistent in what SUSHIL KUMAR and sub genres available, has enhanced the enter- they show. They should not pull out a show based tainment options available to the viewer. And, on a “It’s a typical on the initial viewership, since audiences need to Sunday, when viewers are in more of a casual tele- get accustomed to that slot which can happen only vision viewing mood, channel surfing is the norm. chicken and egg with time.” As a result, channels fail to accumulate enough situation - no Now, while STAR India has built a fresh GRPs on a Sunday as compared to a week day. great content, programming package, the other Hindi general entertainment channels (GECs) have voluntarily SOCIAL AND LIFESTYLE CHANGES... hence, no viewers chosen to stay away from originals and instead vidently, the entertainment seeking lifestyle and vice-versa.” show repeats, movies and events all through the Eof today’s urban society, navigates the other- ANAMIKA MEHTA day. wise loyal viewers of the television world into a Anamika Mehta, chief operating officer, different, distant territory outside their homes on SUSHIL KUMAR Lodestar UM, says, “It’s a typical chicken and egg Sundays. situation - no great content, hence, no viewers and Today’s television consumers are part of an “Fiction is more vice-versa. It’s a case of myth turning into reality extremely hectic lifestyle and this leaves them of a daily view- in the absence of strong content!” with no time to spare for enjoyment on weekdays. ing characteristic This, coupled with the indisputable rise in their HIGH INPUT COSTS WHILE dispensable incomes, urges them to move out of in India. So, it ADVERTISERS GET RELUCTANT... their couches on Sundays so as to enjoy the many is tough to lock f observed carefully, it’s quite evident that there entertainment and recreational options available Iis a radical and consistent drop in viewership of to them. The declining viewership in urban areas, viewers.” and more so in the metros, is also a result of people RAJNI MENON     >>  <3  6;6  FILMFARE A New Beginning The magazine will be available in Hindi at a cover price of `40. It is The Team Man part of the company’s design to go regional. By Anushree Bhattacharyya

orldwide Media (WWM), the 50:50 joint ven- ture between the Times Group and BBC WMagazines, the publishing division of BBC Worldwide, is all set to launch the Hindi edition of Filmfare, the magazine about Indian cinema. The monthly magazine will be available at a cover price of `40. Tarun Rai, chief executive he team over the individual: that’s the Sony stating that the network would never officer, Worldwide Media, belief that drives Rohit Gupta, Multi be able to make money. They believed that says in an official commu- TScreen Media’s president network sales, Sony had paid just too much! niqué, “There are other licensing and telephony. Here, Gupta recounts Since I came from another industry, film magazines, but none the experiences and events that have moulded his I carried no baggage. My focus was to of the stature and lineage professional outlook. monetise the property and make it profit- of Filmfare. We wanted to I joined Xerox in 1986. I performed a able. We needed to completely change the give more people access to variety of responsibilities over the years, benchmarks in the way cricket was sold Filmfare’s quality journal- moving across the country in the process then. Initially, media agencies and clients ism, its vivid photographs but the most notable was the period when did not believe that we could get those and excellent production I made base at Xerox’s Mumbai office in kinds of prices. In my first couple of meet- values. Our research has 1990. My entire stint at Xerox – each day, ings, people would laugh at us. But we shown that there is a big each year – was a continuous challenge and did not discount the rates. As a result, we market for Filmfare Hindi and we proved to be a defining period for me pro- could only sell 60 per cent of the inventory expect it to be a huge hit.” fessionally. before the tournament began. It was only About 75 per cent of the magazine will be content, Xerox was a demanding organisation. after the viewership ratings came out, that while the remaining 25 per cent will carry advertise- You had to be on the top year after year to other advertisers trooped in. Eventually, the ments. grow and even to survive within the com- property became profitable for us. On the distribution strategy, Rai adds, “All Hindi pany. So, from the very beginning of your The third defining moment of my career speaking markets are important for us and we would like career you were moulded in a way that came with the Indian Premier League (IPL). the magazine to have readers in Mumbai, as well as in cit- compelled you to perform and take risks if I had been involved with cricket since ies in Uttar Pradesh. Our reach is huge as the magazine you had to. Thus, it honed an executive’s 2002. We were in touch with with all the risk-taking abilities at a young age. large clients, we were familiar with the The other key attribute that has been a trends and we also had a sense of how “The magazine is reason for where I am today is team build- much of money you could get out of it. distributed by The ing. Without a strong team, it is impossible We also knew that at that point of time the to be successful in the long run. And at ODI (one-day international) format was a Times of India Xerox, team building had always been the big question mark. Ratings were down for Group and North foremost objective. This belief has been ODIs and the T20 World Cup had really India will be a very at the heart of my career – focusing on established the T20 format, especially with building teams. Because, it is not ‘I’ but the the youth, many of whom had moved away important focus ‘team’ that does it. from cricket. Therefore, as an organisation, market.” My next defining moment came in April we believed that the T20 rights were of TARUN RAI 2002 when I joined Sony Entertainment far more value than the World Cup rights. FOTOCORP Television. Sony had just won the rights So, we went after the T20 rights in a big for the World Cup for 2002-2007 and I way. We knew that it was the format of the is distributed by The Times of India Group. North India had no clue about the media business back future. will be a very important focus market.” then. The network had paid a substan- IPL was a billion dollar plus property Filmfare Hindi will aim to attract advertisers from up- tial amount – over $200 million – a sum from the start. Nobody knew the format market brands as well as relevant regional players. that was unheard of in those days. Kunal well and the room for error was virtu- Rai adds that the group foresees growth in regional (Dasgupta), the then CEO, was very keen ally zero. We just could not go wrong. The markets such as Hindi and other language markets. In an to get someone from outside the media answer lay in once again relooking the way effort to tap the regional consumer, the company, in one business to head sales. He wanted a differ- cricket was being sold and the challenge of its first such attempts, had launched Femina in Hindi ent perspective and believed that only an for us was to establish rates at par with the in 2008. After nearly two years, the company launched outsider could develop a new approach to rates for Board Of Control For Cricket Femina in Tamil, too. the business. That excited me because it (BCCI) India matches. The IPL has been Rai explains that the success of Femina in Hindi led was a very big challenge. The World Cup established as the single largest property on to the Tamil launch. If Filmfare’s Hindi edition is able to was the biggest property on television in Indian television and will continue to dom- repeat the success story of Femina. “We will launch the those days, the kind of money involved was inate the medium in the years to time. magazine in other regional languages, as well,” he says. huge and yes, the media had written off As told to Anindita Sarkar [email protected]

36 afaqs! Reporter, May 16-31, 2011

   NEWS CHANNELS Witnessing a High The genre has suddenly expanded under the influence of events - the Japan Tsunami, the ICC Cricket World Cup 2011, the demise of Sri Sathya Sai Baba and the Royal wedding. By Anindita Sarkar

s India sat transfixed to watch the many action-packed proceedings that occurred CONTENT SHARE GENRE SHARE IN % Ain the last two months, the deliverers of Japanp tsunami these records, the news channels, gained phe- nomenally. 15.79% in Week 12 8.89% Week 11 According to TAM (C&S 15+, All India), the Satyay Sai Baba overall news genre gained as much as 12.93 per cent in viewership in the past eight weeks. For 14.86% in Week 18 the period March 6-12, 2011, the genre had cap- 8.51% Prince Williams weddingg with Kate Middleton Week 17 tured approximately 8.89 per cent of the total TV viewership. 12.8% in Week 18 The slice expanded significantly to 10.04 per 10.04% Note: Share of total duration of content across top news channels for that week Week 18 cent in Week 18 (April 23-30), inflated by happen- Channels: Aaj Tak, CNN IBN, Headlines Today, IBN7, India TV, NDTV 24X7, NDTV India, STAR News, Times Now and Zee News ings such as the Japan tsunami, the ICC Cricket Source: NCT, TAM Source: TAM Media Research World Cup 2011, the demise of Sri Sathya Sai Baba, and of course, the English royal wedding. semi-final match, the World Cup formed 66.96 winged up to 10.4 per cent share. In Week 12, it was the Japan tsunami that accu- per cent (according to News Content Track Data) During Week 18 (April 23-30), the genre mulated the maximum eyeballs, with a viewership of the total news content on TV. As a result, the soared up once again to 10.04 per cent with the share of 15.79 per cent, thereby pushing up the genre share moved up to 9.59 per cent. extensive coverage of Sri Sathya Sai Baba and genre share to 9.64 per cent. In Week 15, the tournament arrested 31.92 per Prince William’s wedding with Kate Middleton. In Week 13, the overall viewership once again cent share of the total news pie while the genre While the coverage of Sri Sathya Sai Baba’s fell to 8.86 per cent as there was no significant demise took a 14.86 per cent share, the royal wed- news that took place during the period. ding captured another 12.8 per cent of the total During Week 14 (March 27-April 3), and 15 The news genre gained genre viewership. (April 3 - April 9), it was the ICC Cricket World 12.93 per cent viewership With the news of Osama bin Laden’s death, the Cup 2011 that took centrestage. In Week 14, when genre is expected to see further gain. Team India fought the Pakistan players to win the in the past eight weeks. [email protected]

<<    ! 0 talk shows and game shows wherein viewing since along with women, the for events and reality shows, each episode is different and the con- men and children also fight for their few channels are making spe- Restoring the... sumer does not need to understand television space on such a day. cial efforts to capture viewers on the previous flow. Sunday mornings.” top daily programmes over the years, Says Rajni Menon, assistant vice- AND, SOME RIGHT The 10-11 AM band can be used wherein the fall in ratings is faster president, Carat India, “Fiction is SCHEDULING, TOO...? extensively to get kids on board and than the increase in cable and satellite more of a daily viewing charac- es, the much-hurried (read to some extent the elders too, with households. teristic in India. Therefore, it is Yharried) people today do have mythological series and quiz shows. Sunday, meanwhile, does not tough to lock viewers and advertis- special engagements on a Sunday, As per industry experts, a channel create as much stickiness as a week- ers when it comes to weekly fiction but there are certain times of the would need to spend approximately day. It’s more about casual viewing. formats.” day when they are in control of the `12-15 lakhs to produce a show like Therefore, it can never create as Sony’s YRF is a good example remote and could be tapped skill- Bournvita Quiz Contest (BQC). And, much viewership as a weekday of this. Despite exhibiting strong fully. while the format could have the primetime. quality, the shows that the channel Sundays can fundamentally be potential to pull in viewers, it could On the other hand, while the designed for Saturday and Sunday divided into three segments - the generate revenues through sponsor- input costs of a channel’s program- viewing with YRF failed to keep mornings, the afternoons and the ship associations. ming have moved up by as much as the viewers glued. This is because evenings. Afternoons, meanwhile, call for 25-30 per cent in the last two years, Indian audiences are groomed to While evenings bring in unpre- more mass viewing, and therefore, the advertising rates have remained watch daily strips. dictability, mornings and afternoons demand programming that has a almost stagnant. Additionally, the content created are the slots that could be used mass appeal like blockbuster movies. As a result, general entertain- has to capture family viewership. competently. Mornings can be used The unpredictable evenings can ment channels are reluctant to This is because, unlike weekdays effectively to attract kids’ viewership. meanwhile be used to attract viewer- invest in experimentation and when remotes are under the super- Khemka says, “While weekend ship thorough show repeats, movies, instead, keener to walk the tried vision of the women in the house, primetime (Fridays, Saturdays events and sporting events - primar- and tested path to get revenue. Sundays demand content for mass and Sundays) are mostly booked ily, cricket.

CAN EPISODIC CONTENT THEREFORE... BE THE SOLUTION...? The content shown on a Sunday has to ressed in episodic content and f channels want to raise their be episodic. These could include for- Dwith the right kind of sched- Iviewership on Sundays, the uling, Sundays would offer a huge content shown on that day has mats such as talk shows and game shows opportunity for broadcasters to tap to be episodic, opine many. into the audience. These could include formats such as wherein each episode is different. [email protected]

38 afaqs! Reporter, May 16-31, 2011

    HINDUSTAN JOBS ROOPAM GARG I COO - INDIA I ZENITHOPTIMEDIA  -:) The new employment Homecoming weekly from Hindustan fter trotting the globe, Roopam Garg, the new- with a chuckle. is targeted at North ly-appointed chief operating officer (COO) of After spending a year at the agency, he moved to India. News Bureau AZenithOptimedia, is bade India. Garg talks about Lowe Lintas as senior planner, where he worked for his adventurous ride so far. the next three years. As a child, Garg kept moving from one town in His next destination was Starcom Mediavest, where industan Media Ventures Uttar Pradesh to another because his father had a he worked on the Dabur business for six months (HMVL) has launched transferable government job. This meant that the little before he was included in the team pitching for the HHindustan Jobs, an employ- boy had to enroll in a new school and make a new set Procter & Gamble (P&G) business. He shifted his base ment weekly newspaper to serve the of friends each time. This pattern has continued into from Delhi to Mumbai. Hindi belt. The new offering, which his professional life, too, moving to new destinations In 2000, Garg joined Rediffusion-Y&R’s media hits the newsstands this month, is and making new friends. buying arm Media Edge (now Mediacom) as media available in a compact format at `7. In college, Garg earned a degree in Mathematics, services director. At Rediff, he worked on the Colgate The employment weekly will Statistics and Economics before joining the Centre for business. Rediffusion, at the time, had pitched for the carry government, as well as private Management Development (CMD), Ghaziabad, to Tata Corporate account, which included 17 brands, jobs, and will be circulated across pursue his MBA. He wanted to be a financial advisor. and won it. “This one was a very complicated one, as Bihar, Jharkhand, Uttar Pradesh, Life had other plans. In 1993, D K Bose, media we had to make sure that we worked with every brand Uttarakhand and Delhi. director with HTA (now JWT) and part of the visit- independently and created a separate solution for each Commenting on the launch, ing faculty at CMDCMD,, inspired him of these brands,” he said. Amit Chopra, chief executive offic- to opt for media planninplanningg for Garg recalls how the pitch coincided with his mar- er, HMVL says,“Hindustan Jobs his summer training. GarGargg riage and that he had to delay his honeymoon by a addresses a need gap in the market completed it from Tara month. “It has been tough, but I have enjoyed every and is a well-researched and innova- Sinha Associates ((nownow day of my work,” he says. tive product offering. The product’s McCann EricksonErickson)) under In 2003, Garg took up an international assignment N NaraNarayanmurthy,yanmurthy, who as head of the Mediacom Dubai office, and was in was heaheadd of the memediadia charge of Nokia in West Asia and North Africa. (This fufunction.nction. was before the outfit was acquired by WPP). ThThoseose few montmonthshs For Garg, this was an interesting experience since at TTaraara SiSinhanha AsAssociatessociates he got to see the outside world and the way it func- cchangedhanged hhisis priorities. tioned. “However, I also realised that Dubai makes you Post hhisis MBA, Garg jjoinedoined lazy,” he grins. R K Swamy BBDO as a It was an offer from Starcom China in 2005 that planner. “I was the lowest persuaded him to pack his bags again. There, he started paid in my batch,” with the P&G haircare business and was subsequently he recalls named the head of planning for the P&G team - a “The Tata Corporate account was unique proposition of providing a one-stop, fast, relevant and reliable very complicated, as we worked source of job-related information is sure to make it a delight.” with each brand independently.” Hindustan Jobs has been designed by leveraging synergies from within position previously held by two other Indians, Praveen the HT Media group with content Tripathi and Ravi Murthy. partnership with Shine.com. “Shine’s After spending around 40 months in China, Garg expertise in the job information mar- felt the urge to do something else apart from plan- ket has helped us deliver a superior ning. He approached his bosses. Phil Talbot, CEO, product and has provided us with a ZenithOptimedia, Asia-Pacific, gave him the opportu- competitive edge,” Chopra adds. nity to lead the Vivaki operations in Vietnam. The launch of Hindustan Jobs For Garg, Vietnam was exciting. “We won a lot of follows the re-launch of Hindustan business against GroupM, which was fun,” he adds. this month. The brand had reposi- Additionally, he launched the fourth media agency tioned itself with refreshed content, of the company, Equinox and also introduced In-Sight design and product portfolio. DNA 2.0 in the country. According to Rajan Bhalla, After spending two years in Vietnam, head, marketing, strategic busi- ZenithOptimedia offered him an opportunity to be nesses, HT Media, “The search part of the global planning team of Reckitt Benckiser and need for jobs is a big life con- in London. cern in the Hindi belt. Hindustan Garg shares, “London was great because this was Jobs reinforces Hindustan’s core where I got to see the other part of the world.” proposition,‘Tarakki ko Chahiye Naya For Garg, every time he decided to switch, he Nazariya’ by taking employment thought of returning to India, but each time he landed opportunities to Hindi markets in a up in a new place with a new set of responsibilities. new format.” “And, now that I am back it is a sort of homecoming,” For the record, the company is a

SUSHIL KUMAR he smiles. subsidiary of the HT Media Group. [email protected] [email protected]  MTS A Refreshing Change The Zoot outdoor activity targetted at young professionals and tech-savvy youth is being carried out in and around airports and busy roads of cities, across India. By Nandana Das

TS has launched an out-of-home (OOH) campaign called ‘Zoot’ to Mpromote the recently launched MTS Pulse, an Android-based smartphone from HTC. With the launch of the campaign, MTS has also re-launched itself in a new avatar by bringing a new logo design, a tagline - A Step Ahead - and refreshed imagery. The integrated campaign involves various media including television, print and outdoor, besides digital and social media and a variety of other on-ground activation. The creative part of the campaign has been conceptualised by Rediffusion-Y&R, Delhi and A new proposition outdoor agencies Alive Media and Mediascope Publicitas have executed the campaign. have strategically planned our campaign close to The campaign, aimed at young professionals airports in a number of cities.” and tech-savvy youth, is being carried out on a In one of the activities, MTS has placed 72 national scale with a focus on Bengaluru, Delhi, billboards across a stretch of 1 km on the road Mumbai, Pune, Chennai and Jaipur. leading to Bengaluru Airport. The billboards The Zoot outdoor activity involves describe how to use MTS Pulse. advertisements and promotions through bus Rao adds, “Karnataka is a key market for us branding, hoardings, billboards and kiosks in and and there are a lot of people flying in and out around airports and busy roads of the cities. of Bengaluru. This particular initiative is aimed Talking about airports being selected as the at demonstration of our network coverage and main target area for the campaign, Amitesh Rao, innovative services.” director, brand and media, MTS, says, “This is The campaign has been designed keeping a nationwide campaign where we have tried to “Airports are an in mind the fact that today’s young generation break away from the clutter and highlight the important point is ready to take ‘leaps of faith’. They create campaign at popular spots across all major cities opportunities and work towards making them in India.” of demonstration come true. Hence, keeping in mind the context, Rao further adds, “Airports are a natural of strength and the word ‘Zoot’ was created. ‘Zoot’ is the slang catchment area as the profiles of most flyers coverage of the for anything that’s ‘cool’ and ‘have fun’. is ideal for smartphones. Besides, airports are Says Rao, “The Zoot campaign illustrates the also important points of demonstration of the network.” essence of the brand as an enabler for people who strength and coverage of the network. Thus, we AMITESH RAO    4>>

<<    ! = when it comes to jewellery. That is why brand one attending a person standing on two stools. advertising in this category - barring the odd, Santosh Padhi, CCO, TapRoot India, says, adventurous Tanishq - still tends to be traditional “The key is to maintain some degree of continuity Life Cut Short and unchanging. with the previous campaign.” He goes on to add that important as it was to refresh the look and “The marketing industry has changed to A RISKY AFFAIR feel of Nirma advertising, several aspects of the old become very transactional, and so have people t’s true that the consumer might hit a blind campaign were deliberately retained in the under- associated with brands. Most of them have short- Ispot if the brand advertising doesn’t change. water commercial. term agendas on the brand and want immediate However, a barrage of often changing messages Some of the world’s greatest brands have stood delivery of result,” says Deshpande. could muddle a loyalist too. The ideal - hard to for a single something for ages but have managed to Marketers no longer stay with a brand for long. achieve, as always - situation would be to create communicate that in a consistent and compelling It’s natural that the view of many is short term too relevance for the less involved while keeping way. That challenge will always be the same. for the brand. Here today, gone tomorrow… loyalists happy. The obvious danger is the same [email protected]

UNFAZED BY TIME (Based on additional interviews with Anirban n the midst of all this unpheaval, some categories 9  ( 0 Chaudhuri, Dentsu Communications; Anand Iserve as reminders of the tranquility of times >?9+&  Varadarajan, Added Value; Harish Bijoor, Harish past. Josy Paul, chairman, BBDO India, points ##=8   Bijoor Consults Inc; Vinay Kanchan, ideation consultant; out, “The bond between the mother and the baby  !! (& Sharda Agarwal, MarketGate Consulting; Jagdeep would always be the same, and across the world. ##2&%  ' & Kapoor, Samsika Marketing Consultants; Anand Halve, So, a babycare brand which uses the same creative (   & chlorophyll; Cajetan Vaz, independent brand consultant; proposition needn’t change its communication.”  (!&2 Sambit Mohanty, Bates 141; Priti Nair, Curry-Nation; Similarly, the consumer is reassured by tradition and Sailesh Wadhwa, Bates 141)

afaqs! Reporter, May 16-31, 2011 41  COCA-COLA Shaking It Up Taking forward its latest campaign, Coca-Cola does the unusual and creates an igloo to capture the ‘Brrr’ expression. By Nandana Das

oca-Cola India has recently launched an activity to promote the newly launched C‘Brrr’ campaign. The soft drink major has set up igloo shaped huts, measuring 35 feet in diameter in front of various malls across India. The idea is to get the consumers to experience the ‘Brrr’ effect. As part of this activity, the consumers are asked to enter this igloo huts which are temperature controlled with the help of 9 tonne air conditioning. These huts are made of insulated materials such as heatlon foam, carved with brick designs, which acts as a barrier to combat the extreme heat in the summer. Once inside the igloo, the consumer is given a glass of chilledchil coke. And as soon as the cconsumero takes the first sip of the chilled

The soft drink major has set up igloo shaped huts, measuring 35 feet in diameter, in front of malls across 18 cities.

Coke brings the ‘Brrr’ icy cold Coca-Cola) of a consumer.” campaign closer to the “The idea of creating igloo huts came to our Indian consumers. mind as we were sure that they represent extreme cold temperatures and aptly depict the ‘Brrr’ effect coke, his expression is visually, “ Datta adds. captured by the video The activation which started last month is likely booth set up inside the to continue till the middle of this month. It is igloo. spread across 18 cities across the country including Vivify Enterprise has Mumbai, Lucknow, Chennai, Chandigarh, executed this activation for the beverage company. India, says, “The idea is to capture the ‘Brrr’ Ahmedabad, Delhi and National Capital Region Talking about the aim of the activation, expression (the spontaneous reaction and a (NCR) to mention a few. Abhijit Datta, senior brand manager, Coca-Cola feeling of upliftment one derives after sipping an [email protected]

<<    ! 4 bring the word to life. Hanging out with friends just got brings to life different elements The creatives of the outdoor more Zoot; while another says, ‘For of the experience of using an campaign describe the ‘Zoot’, and Music Sharing - Any time music is Android-based smartphone on the A Refreshing... showcase the features of the MTS Zoot music’; a third one goes ‘For MTS network. There are multiple Pulse from HTC. Live TV on phone - Watching TV executions of the outdoor campaign are risk takers, willing to take a risk For example, one of the creatives just got Zooter’. and each one deals with one aspect and back themselves even when the says, ‘For Social Networking - Rao explains, “Thus the campaign of the experience.” odds are against them. This essence The campaign, which began in is brought to life through the story the first week of April, will continue of a guy who adds a new word to The activity involves advertisements till the end of May. the English vocabulary overnight - through bus branding, hoardings, For the record, Rediffusion-Y&R Zoot!” is the creative and digital agency of In the television commercial, billboards and kiosks in and around airports MTS, while the media planning is the protagonist announces the handled by MPG. word and then uses technology to and busy roads of chosen cities. [email protected]

42 afaqs! Reporter, May 16-31, 2011     Some of India’s well-known professionals write on issues that they feel passionately about

ALOK KEJRIWAL Greeting Globally SUSHIL KUMAR

o, I’ve been kissed, shaken, then move up (only once please) in a stirred, pecked and God nice fluid motion. knows what... a million times. For me, the bow comprises eve- This is what I think about rything perfect about a greeting. It’s Sglobal greeting habits and how they humble, personal and direct. You make me feel. make eye contact for a flash and then bow and then make eye contact The Handshake again. The bow powerfully impacts It’s the least sensitive of greetings. the person you are bowing to. It Handshakes are doled out like free makes her feel as if you are ego less fliers at the mall. They are inexpen- and very receptive. sive and cheap. It’s the safest when I just wish people would bow you are in a country whose customs more often in India. are unknown and the easiest way of contracting a ‘nice’ virus. Everything in between... Handshakes are limp, soft, hard, There is the toe touch. It was knuckle breaking and slippery. The nice in medieval times and is natu- slippery one is the one in which you ral when you meet your guru today extend your full hand but the mon-  %.   &!  '    but in the general context it’s kind key on the other side just sticks out of demeaning. The Middle Eastern 4 fingers - that quickly slither away. !%  & - !2 ‘hug’ just passes above me. Those The handshake that irritates me the funny hand gestures that rap artists most is what I call the ‘infatuation’ and George Bush make are best suit- handshake - in which my newfound Do I use my lips or my cheeks? What everywhere is folding hands. Staff ed for Youtube. Also, I hope never lover (always a man I’ve never met should be the pace of the process? at hotels, airports, malls, shops are ever do we have to witness the hor- before) just doesn’t want to let go of Where do my hands go during this stand with folded hands. Enter an rific ‘Nazi Salute’ again (it reminds my hand!! It takes a solid wrenching transaction? airplane and it’s a namaste that greets me of a tank nozzle). to escape! I honestly think cheek kissing is you. It’s becoming a national gesture. The worst in-between greeting I very artificial and false. There isn’t Also, I don’t see a direct personalisa- have come across is that pansy one The Cheek Kiss even any eye contact involved. tion to it. It’s the same gesture for all. hand to the chest pranam.. perfected I remember God the first instance And when politicians just hold their by the Sahara Group. It takes the I see I’m going to be subject to a Namaste hands in perpetual namaste like their Oscar for the weakest greeting in the cheek kiss - in the hope of guidance. I am really proud of namaste (the hands have got stuck with super glue, world. First of all, I can’t understand Indian mannerism of folding hands it’s disgusting. If you want to greet someone, which side to kiss. If this beautiful and greeting someone). there are myriad choices to pick girl kisses me on my left cheek, do I It’s elegant, it has a charm to it The Bow from. And if you aren’t sure of any, do the same on her left side or swing and it’s kind of spiritual. It’s ‘touch I just love the bow. Not the overt just smile. It’s the safest bet. like a pendulum to her other cheek. free’; so no sanitizers required. Also, Japanese style that is so deep and vig- If I am done with her right cheek, do it allows great eye contact. orous that it could give you vertigo. (Alok is the CEO and Co-Founder I pay a visit to her left cheek again? Is But, there is a cold side to a namaste. Just the subtle bow that makes you of Games2win and the Founder and it a peck, a brush, a kiss, a real kiss? First of all, it’s over used. Everybody tilt your head gently downwards and Chairman of the 2win group.)    

AJAY TRIGUNAYAT> CHANNEL HEAD, MOVIES NOW “People prefer films with simple plots”

afaqs! Reporter caught up with the head of Movies Now to understand what helped the channel create a buzz while influencing the overall growth of the genre. By Anindita Sarkar

jay Trigunayat has been an instrumen- tal force in conceiving and nurturing the Alaunch of Movies Now, the movie channel from The Times Group. Under his leadership, the channel challenged the long-standing status quo of the players who have dominated the category for more than a decade. A strategist at heart, it was Trigunayat’s firm directive towards the channel’s Audience Management Plan - content, brand and marketing - that helped Movies Now carve a distinct identity in the mind of its consumers. afaqs! Reporter caught up with the channel head to understand what worked for Movies Now - and some of his answers were surprising.

What kind of gap did the research identify before you launched Movies Now? The main gap was in the usage of movies. There is a popular belief that new movies drive viewership, but we found that it is the library movies that are critical. Eighty nine per cent of the viewership is led by library movies. Movies like Predator, Speed, and True Lies, the top-rated movies of today are 15-22 years old. We reached this conclusion through 36 place. In my opinion, there’s nothing called a In the Hindi movie genre, the acquisition focus group discussions across Delhi, Mumbai, functional differentiator or tangible differentiator. model has changed from exclusive rights Hyderabad and Chennai, equally split between the If your brand and marketing construct is not okay, to telecast rights. What’s the (acquisition) age group of 15-34 (SEC A, B), male and female, you are not going to get anywhere since they drive model followed for Hollywood titles? Has it and validated the focus group data through TAM. the vision, the focus and the direction for the busi- changed? We discovered that people like to watch movies ness. Let our competitors do positioning; we are The English movie genre is all about the out- which have simple plots. While it is very fancy to not happy to do just that here. put deal. In total, there are only about 400-500 say that ‘I watched Pulp Fiction’, in reality, no one Hollywood titles that really appeal to the Indian understands what the movie is all about. So, we What about your positioning - Hollywood in English movie audience on television. Movie classified movies which made us understand what HD, especially, when the HDTV market is channels depend on unique titles that comprise consumers really prefer to watch. And, within that, still nascent in India? Has it found ground television premieres, as well as a wide-ranging we identified the genres and the sub genres. amongst viewers? movie library bank. We were clear that it should not be a few thou- We needed to have brand differentiation. So, While STAR Movies, HBO and Pix are relying sand who are influencing the choice for 36 million. we took HD as a platform on which we wanted on their first output deals, our focus is to aggregate to provide a superlative audio-visual experience. the best library which makes a strong brand-bond Have you managed to fill that gap? There is a certain drool value that we intend to with the English movie channel’s target audience. I think, we have. The category has expanded from provide. This is not just a marketing strategy or About seven-eight years back, if a movie was 48 GRPs to 77GRPs in Week 1 itself. There was a a matter of spends. It is an investment in better getting released at a theatre, it would take about 79 per cent expansion in Week 1, and the expan- infrastructure, more viewers, more bandwidth. 18-24 months to come on television. Today, it sion sustains itself today at approximately 53 per So when it comes to direct-to-home (DTH) plat- comes in about 12 months, and if it is not a very cent, with some loss of viewership to cricket. forms, Movies Now is available in HD on Sun, successful movie, or not yet released in India, it Dish TV and Big TV. could be on television in four to six months. In a scenario where the fate of movie chan- At the same time channel is available both on However, if a movie is doing well in the thea- nels is driven by titles - which, too, are not HD and on standard definition (SD) on Airtel and tres, they will extend the theatrical run for a couple often exclusive deals - how does one create Videocon DTH. of months. They will then try to milk it in home a different positioning for a movie channel? With standard definition, there are 400 chan- video post which it goes into video-on-demand For me, positioning is a comic book tool. A posi- nels running in the market today. With high platforms and then into first pay, which is HBO, tioning statement does not matter today, especially definition, there are just few channels. So, there is STAR Movies or PIX. when there is a technological leapfrog all over the a lot to be done, understood and executed. But, today, the studios are very happy. Earlier, the first-run movies were the only selling point. “We were clear that it should not be Now, their selling point would be the first-run a few thousand who are influencing movies, as well as the library movies. So, there is a the choice for 36 million.”    4 >>

44 afaqs! Reporter, May 16-31, 2011 

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

ADVERTISING MEDIA

hile Dentsu India (Subbu) moved ameer Nair, the Wcontinues with its from Publicis Shigh profile broad- search for CXOs, JWT Communications casting CEO, who decided to restructure its to Lowe Lintas at the changed the fortune creative team. The agen- same level and designa- of STAR India, wasn’t cy has reshuffled its key tion - national planning so lucky with his next portfolios - Soumitra director. venture, Imagine. Karnik, who until now, Rediffusion-Y&R, He has now moved was in charge of the after its high profile on from Imagine. To Pepsi business, will head exits, continues to retain replace Nair, Turner the Airtel account, while ADRIAN MILLER LAVANYA VERMA the buzz through some has got Sunny Saha, SAMEER NAIR

Surjo Dutt will han- appointments of lesser who was heading the SUSHIL KUMAR dle Pepsi. Interestingly, known names. The agen- group’s entertainment Adrian Miller, chief cre- cy got Manish Ajgaonkar as ECD from Contract, networks in the Asia-Pacific region. ative officer, JWT Delhi where he was a senior creative director. The agency Nitin Vaidya, who quit Zee at the end of last branch - a specially cre- also got Parag Shahane and Dilip Marathe as crea- year, has now moved to STAR India to head ated position for him tive heads - art. In another development, Rajesh its Hindi channels. And, Jagdish Kumar, head - continues to hold the Mani made a great jump, when he moved from of South at STAR India has moved to Reliance same designation, but is being a creative director India, to head the media and entertainment now out of the Airtel at Ogilvy, to an execu- content for the group’s 4G business. Another business. Apparently, he tive creative director at exit from Star India is of Nikhil Mirchandani, will now focus on the Leo Burnett. Mani has who has joined Reliance Broadcast Network, digital media that the spent 14 years at Ogilvy as business head for its English channels. At agency runs in collabo- S SUBRAMANYESWAR and was working on Reliance Broadcast, Siddharth Bhardwaj has ration with Wunderman the Vodafone account. been elevated as the national sales head for BIG - WPP’s digital agency. In fact, around 10 months Lavanya Anirudh Verma FM and Big Magic. ago, Miller was hired from Saatchi & Saatchi, also moved out of Ogilvy Even, Radio Mirchi witnessed some restruc- Singapore and Malaysia, specifically for the tele- to join Publicis Capital com brand. What changed the equations so quickly as vice-president, client is still unknown. servicing. There haven’t been too many high profile move- MALLIKARJUNADAS Amongst media ments in the advertising sector, in the last fortnight. agencies, the Starcom Amongst the prominent ones, S Subramanyeswar MediaVest Group has got a new CEO under CVL Srinivas. Mallikarjunadas CR, who was COO at Madison Media Infinity, and director, Madison Media Research Center, has taken up the job.

OOH & BTL NITIN VAIDYA NIKHIL MIRCHANDANI ikas Bhambri from Mudra Max has joined Vthe newly floated, out-of-home(OOH) agency, Apex Integrated Marketing (AIM), turing. Hitesh Sharma has been promoted as launched by Gaurav Tandon, ex-Mediascope the COO; Mahesh Shetty has been appointed Publicitas, last month, as a managing partner. as chief strategy officer; Sameer Sainani has MANISH AJGAONKAR RAJESH MANI been promoted as the chief revenue officer; Sriram Kilambi will be the head of marketing DIGITAL for ENIL and Anirban Sengupta will head the Mumbai business. jay Vidyasagar, the erstwhile COO of In the print sector, KrishnaShetty Skandraaj, ASun TV, who quit a few months ago, has a print veteran, the COO of Sovereign Media moved to new media from broadcasting. Marketing, the marketing division of Malar Vidyasagar will now head YouTube and Publications, has called it quits after six years. video solutions at Google for Japan and the At Mail Today, Rahul Thappa has been Asia-Pacific, includ- brought in as COO ing China and India. from Mindshare Interestingly, he has Malaysia to replace handled new media Suresh Balakrishnan. at STAR India, as Amongst others, well, in his previous Discovery Networks AJAY VIDYASAGAR KUSHAL SANGHVI

assignment. SUSHIL KUMAR Asia-Pacific appoint- Meanwhile, ed Arun Thapar as GroupM has roped in Karthik Nagarajan as national director, social VP, programming, media and insights. Prior to this, Nagarajan was director, online divi- India and Walt Disney sion, The Nielsen Company. Meanwhile, Kushal Sanghvi has joined roped in Arun Thapar the Concept Group as managing director of their digital arm, Concept as executive director - KARTHIK NAGARAJAN Digital.  AVINASH PANT marketing.

afaqs! Reporter, May 16-31, 2011 45   

RADIO ONE A Fruitful Appeal The radio station has started an initiative called Aam Aadmi ke liyeh Aam to promote its latest show, Good Morning Mumbai, by distributing 1,000 mangoes per day. By Nandana Das

ith the advent of the summer season, Radio One in association with Big WBazaar has started a new initiative called Aam Aadmi ke liyeh Aam to promote its latest show, Good Morning Mumbai, by distrib- uting 1,000 mangoes per day. Targeting working professionals and office- goers, this initiative was carried between April 25 and May 6. Through this excer- cise, Radio One is urging listeners to tune in to the morning show and answer some Mango boxes branded with Tiffin boxes with Radio One stickers Radio One tags Through this initiative Radio One managed to get a good mileage at a relatively low cost.

One stable is aimed at professionals.” Talking about the aim of the activity, D’Cruz adds, “This is a direct marketing initiative where we are reaching our target audience directly in an effective way. The whole idea is to promote our latest show, Good Morning Mumbai, with our new radio jockeys -- Jay and Yamini. I feel this is one method through which we can con- nect to every ‘aam aadmi’ who goes to work. Even the timing of the show (6-11am) is such that it reaches people going to office.” Radio One will declare one winner every Mumbai Dabbawallas holding Radio One branded mango boxes day, who will get a month’s supply of mangoes, thus declaring a total of 10 winners and giv- ing away 300 mangoes through the duration of questions. People giving correct answers stand to win a month’s supply the initiative. of mangoes. Each dabbawalla is given an insertion cost, which goes to their chari- As a part of the initiative, mangoes are being distributed by the table trust. Besides, they are also given some mangoes every day. “Mango Mumbai dabbawallas. Tags and stickers on the tiffin boxes, and the boxes being such an expensive fruit, getting free mangoes is like an incentive for containing mangoes promote the radio programme. the dabbawallas,” adds D’Cruz. The areas covered by the activity are Andheri, Goregaon, Bandra, Speaking about the number of people engaged to carry out the activity, Lower Parel, Churchgate, CST, Mulund, Vikhroli, Ghatkopar and Grant D’Cruz says, “Actually, it varies area-wise. Areas like Andheri, Churchgate Road in Mumbai. and Lower Parel are big, hence, approximately 250 dabbawalas are there in Speaking about the activity, Kiran D’Cruz, station head, Mumbai these areas; there are about 100 dabbawalas each in other places.” and associate vice-president, sales (West), Radio One, says, “We have “The spends involved in the activity are not at all high. They are very selected the highly populated B2B areas and the areas where most of minimal,” says D’Cruz. the offices are located because the new programme from the Radio [email protected]

46 afaqs! Reporter, May 16-31, 2011

 7 7!

ARVIND SHARMA Chairman, Leo Burnett, Indian Sub Continent

ne of my all-time favourite book is Jaya, An OIllustrated retelling of the Mahabharata by Devdutt Pattanaik. Devdutt has retold the Mahabharata in a short story style. Each episode has a detailed description of the plots and sub-plots in the form of amusing and entertaining anec- dotes. The book has beautiful illustrations. The book gets one to question the sanctity built around many of our holy cows. There are stories of infidelity (Chandra’s son), extreme sacrifice (Bhishma’s sacrifice) and polyandry (The common wife) in that era. Each one retells an interesting aspect of Mahabharata and challenges one’s beliefs in institutions like marriage, celibacy and nirvana. Stories in Jaya move across generations, leading to the ultimate war. Devdutt beautifully talks of stories from classical Sanskrit along with their versions from across various regions including Indian and South-East Asian folk tales. The book puts several question marks on the understanding we have of the laws of karma, dharma and even justice. It forces one to also examine what the laws were intended for and how they apply or don’t apply in today’s world. I’d recommend Jaya to every man, woman, Hindu, non-Hindu, theist, atheist, philosopher, whatever. As told to Biprorshee Das

<<    ! 44 Of the seven-eight movie channels today, viewers surf only two-three “People prefer... channels. I think it is difficult but important to be part of that con- significant value given to library-led sideration set. And this is where movies, as compared to six-seven distribution, differentiation and rel- years back. evance come into play. Keeping this in mind, we have priced the channel No commercial breaks are good at `30 in Non-CAS areas and in to increase viewership but what DTH and CAS areas it is available about revenue? Does it is only at `12.60. work for blockbusters where you can get sponsors for the title? How will the business of movie We have more than doubled our channels change, if you move rates and our inventory is sold out. towards a subscription model? We are even refusing spots on some English movies have a fairly healthy peak prime-time days. At last count, subscription revenue stream because we had more than 56 advertisers on you are dealing with the urban afflu- board including Coke, Pepsi, Nokia ent audience. They are very particular and Aircel. We do approximately 26 about their likes and dislikes. GRPs week-on-week and we are Let’s say, if a cable operator does delivering about 66 per cent more not provide STAR Movies or HBO, viewership than others. So, if com- it might not get an entry into the petition is charging `4,500 per 10 household. That is the pull these seconds, I should be charging `7,500 channels have which constantly per 10 seconds. My rate of `3,000 or deliver the necessaries of subscrip- `4,000 per 10 seconds is not much. tion revenue. We are in negotiations with 100 more I think, with digitisation coming clients right now. in, the subscription revenue poten- tial is going to be very significant. Does appointment viewing play a Currently My estimate is that by the role in this genre’s viewership or end of financial year 2012, there will is it based on impulse? be 40 million digital subscribers in Today, there is appointment view- this country, and the bulk of them ing with respect to a channel. People are going to be DTH. have their preferred destinations. [email protected]

48 afaqs! Reporter, May 16-31, 2011

  JOBSWITCH Organization Name: Smile Profile: The key responsibilities for Position: Senior Copywriter Multimedia Private Limited this position include space selling & Location: New Delhi Position: Managing Director client servicing. We are looking for Profile: She/ He will be responsible Location: Gurgaon a candidate with a Post Graduate for executing the content in tandem Profile: The candidate should be degree with 4-10 years of experience. with client brief and add value to able to manage a small/ medium Email:[email protected] the collateral with knowledge and organization showing strong ...... insight. entrepreneurial and execution skills. Organization Name: Pineapple Email: [email protected] She/He should have at least 10 years Consulting ...... of experience. Position: Copywriter Organization Name: AIDEM Email: [email protected] Location: Mumbai Ventures Pvt. Ltd...... 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Advertising Private Limited Organization Name: Idealake Ph: 09886846842 The candidate should have at least Position: Email Marketing Manager Position: Flash Developer [email protected] 10 years of experience. Location: Hyderabad Location: Mumbai Deepti Javali Email: [email protected] Profile: We are looking for a Profile: We are looking for a Ph: 09980999163 ...... candidate with at least 2 years of candidate having 2-4 years of [email protected] Organization Name: Asian experience in e-mail marketing experience in developing and Business Exhibition and campaigns. building applications in Action Script To view other jobs in Marketing, Media and Advertising, log on to: Conferences Limited Email: [email protected] 2.0/3.0 http://jobs.afaqs.com Position: Corporate Sales ...... Email: [email protected] Location: Mumbai Organization Name: italics ......

50 afaqs! Reporter, May 16-31, 2011        

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           Sudip Nag, GM (Advertisement) - 96861 88840.   Vijaya R - 98440 92091, Tony Doulton - 98450 67371, Anantha Krishnan - 81477 52856    Deepak Menon - 98106 65814    Prabal Deb - 98303 75315   A V Vinod Babu - 99520 16709   Ramachandra Rao - 98490 41737   Rajeev Pathria - 98201 51642.   !  [email protected]

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