November 1-15, 2016 Volume 5, Issue 10 `100 ENTER THE 6

WRIGLEY’S DRAGON Desi ad with a Kiss Technology has created the new age media company The local rendition of an which is taking the most extraordinary form. And it has a American ad. ravenous appetite for content.

NETFLIX 8 The Sparks Fly Promoting the cause of entertainment.

16

ADVERTISING 13 New Hero of Adland It is the season of the protector, for advertisers.

COLORS ‘Naagin’ Returns 20 MOVEMENTS Who’s Where 22 NICOTEX How to Kick a Habit 24 Cover Story Powered By: editorial

This fortnight... Volume 5, Issue 10 EDITOR he recently held bid for the media and digital rights for the Indian Premier League Sreekant Khandekar T was one of the most discussed events in the news these past few weeks. Our interest PUBLISHER Prasanna Singh November 1-15, 2016 Volume 5, Issue 10 `100 was piqued by the kind of players who picked up the tender for the latter. Each bidder 6 represents a different world. EXECUTIVE EDITOR ENTER THE Ashwini Gangal

WRIGLEY’S ASSOCIATE EDITOR DRAGON Desi ad with a Kiss Technology has created the new age media company The local rendition of an From traditional broadcasters, who had their sights set on both the media and digital which is taking the most extraordinary form. And it has a American ad. Sunit Roy ravenous appetite for content. rights, to telcos, who feared being reduced to mere distributors of content, to digital PRODUCTION EXECUTIVE and technology-led companies like online publishers and e-commerce firms, who were Andrias Kisku

NETFLIX 8 The Sparks Fly merely staking claim to what logically appears to be right up their alley, to social media ADVERTISING ENQUIRIES Promoting the cause of entertainment. Shubham Garg platforms and media buying firms, who are increasingly seeing merit in moving from a 81301 66777 (M) supporting role to a lead role in the game – why amplify when you can make the noise 16 Apoorv Kulshrestha

ADVERTISING 13 New Hero of Adland yourself? – the mix stretched across the sprawling spectrum that encapsulates the present 9873824700 (M) It is the season of the protector, for advertisers. day media landscape. Noida COLORS ‘Naagin’ Returns 20 MOVEMENTS Nikhil Jhunjhunwala Who’s Where 22 NICOTEX 9833371393 (M) How to Kick a Habit 24 Cover Story Powered By: This assortment of ‘digital bidders’ is very telling. For one, it underscores the Mumbai enormous need for hot content, and tells us a great deal about the kind of players looking [email protected] to sink their teeth into content. Secondly, each type of bidding company had its own MARKETING OFFICE perspective and reasons for being in the race; today, competing entities don’t necessarily B&B Genesis, A 12/13, Ground Floor, Sector - 16 resemble one another in form and purpose. Noida - 201301 MUMBAI 302, Makani Center, 3rd Floor, And thirdly, this is a glorious example of the way in which the lines between content Off Linking Road, Bandra (W), owners, platforms and distributors are blurring. As one of the experts we spoke to puts Mumbai - 400050

it, we live in the era of partnerships. Content is no longer the preserve of the big boys. SUBSCRIPTION ENQUIRIES Akhilesh Singh Two years back, at an afaqs! event, Raghav Bahl said, “…the next generation news [email protected] company will be 50 per cent content and 50 per cent technology.” That, was just news. Owned by Banyan Netfaqs Pvt Ltd and Printed and published by In this issue, we explore what ‘the new age media company’ is characterised by. Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063.

Printed at Cirrus Graphics Private Limited B-61, Sector 67, Noida (U.P.), 201301

Ashwini Gangal Cover Photograph [email protected] Photo Copyright ShutterStock CONTENTS 4 9

ONEPLUS Selling Point A long battery life is what the mobile brand is highlighting.

AUR DIKHAO 12 19 21 Ounce of Prevention Twelve videos that talk about breast cancer awareness.

CAMPAIGN TRAIL 26 SURF EXCEL COLORS STAR PLUS Ads of the Fortnight Appreciation Time Women’s Day Out Saluting Motherhood Presenting the TV and print Helping more people dirty Giving women their due, Cricketers pay tribute to their ads of the fortnight. their clothes and have fun. Colors style. mothers proudly.

afaqs! Reporter, November 1-15, 2 0 1 6 3 digital AUR DIKHAO Ounce of Prevention Aur Dikhao, a digital media channel, has released 12 videos featuring 15 celebrities, as part of its public service campaign #DetectToDefeat in order to promote breast cancer awareness. By Aditi Srivastava

ctober is observed as the International Breast Cancer OAwareness month. While most of us know about the disease, which is a dreaded, silent killer, few care to perform the recommended monthly self-examination. To create awareness about the disease, Aur Dikhao, a digital media channel, in association with Dr Aneel Murarka and Manish Murarka (promoters of Ample Mission Events Entertainment and more LLP), have developed the full-fledged campaign “The challenge for us #DetectToDefeat. The campaign comprises of 12 was to fine-tune the videos featuring 15 celebrities from creativity according to various walks of life such as Tapsee Pannu and Sunny Leone from the celebrity’s profile Bollywood, director Divya Khosla so as to deliver the Kumar, television actors Divyanka right message.” Tripathi, Disha Parmar, Devoleena Bhattacharjee, and Sargun Mehta, ADITYA BHAT singers Neeti Mohan and Sunidhi Chauhan, dancer Shakti Mohan, On the other hand, Bhargava anchor Shibani Dandekar, model adds, “Teasers don’t work much in Poonam Pandey, Priya Bapat from digital films as getting the user again regional cinema, and Gaurav Gera as for the same campaign and impact is Chutki from digital. not easy, hence, paid media can be Each celebrity conveys in his/her used for sequential targetting, as well own inimitable style the message that as gaining popularity.” if women paid as much attention to the fact that breast cancer is detectable the videos will be re-used in multiple Ruchir Joshi, content head, their breasts as men do, breast cancer at an early stage, and hence, curable. posts without having to share or Culture Machine, is of the view cases will be reduced to half. Every celebrity was equally willing upload them again. Not only this, that using the company’s owned and While playback singer (Sunidhi) to be a part of this and helped in the Aur Dikhao has also activated a operated channels such as Blush and Chauhan deals with the word ‘test, execution of the campaign.” special profile frame for the campaign Being Indian would have been a good fashion designer-turned-politician When asked about how the team which carries the message ‘Detect choice for populating information Shaina NC and television personalities managed the fine balance between to Defeat’, which both pages and about the videos in case Culture such as (Divyanka) Tripathi, keeping the videos entertaining profiles can use to spread the word Machine had created the same and (Devoleena) Bhattacharjee, (Disha) while simultaneously sending out further. What’s more is the fact that wanted to maximise the views on Parmar, and (Sargun) Mehta convey the right message, Bhat shares, there is no brand association with the digital platforms. the importance of two minutes. “Entertainment in itself is subjective. campaign in question. When asked if using only Bollywood actors (Sunny) Leone and Hence, while Leone and Pandey’s Facebook to promote the videos will (Tapsee) Pannu and regional cinema videos are quirky and voyeuristic that REPORT CARD work, Joshi says, “As far as reach is actor (Priya) Bapat are seen dealing of Shaina NC is completely to the Commenting on how such films concerned, Facebook offers the best with the various characters a woman point. Thus, the challenge for us was can maximise their views on Facebook results for maximum discovery, and encounters in her day-to-day life who to fine-tune the creativity according and other digital platforms, Vivek while focussing on one platform is a keep staring at their breasts. to the celebrity’s profile so as to Bhargava, chief executive officer good idea, it should not be limited to Commenting on the campaign, that one alone.” Aditya Bhat, project head and All the videos are available only on For the record, Aur Dikhao has founder-CEO, Aur Dikhao, says, to its credit popular films such as “My team has entirely conceptualised Aur Dikhao’s Facebook page. ‘11 Minutes’ featuring Sunny Leone, and put together this campaign with deliver the right message.” (CEO), iProspect India, feels that Alok Nath, and Deepak Dobriyal 15 women celebrities in a record Interestingly, all the videos are making use of a celebrity’s following that focussed on anti-smoking in time of 15 days, shooting a celeb a available only on Aur Dikhao’s on social media is certainly one of the addition to Aur Dikhao’s and Ample day! We chose these women to break Facebook page and not on any other firsts that such filmmakers should opt Missiion’s ‘#DontLetHerGo’ film the ice when it comes to discussion social media/other platforms, as they for in order to get the initial views, featuring Kangana Ranaut as Goddess on breast cancer awareness. The will be promoted on the social media while the call-to-action feature, a Lakshmi which was all about the statistics are alarming and what platform through Aur Dikhao’s new message on the lines of ‘Please share if Swachch Bharat Abhiyan. n troubled us, or rather intrigued us is feature Crossposted videos where you care’, could prove to be effective. [email protected]

4 afaqs! Reporter, November 1-15, 2 0 1 6 abpnews.in advertising WRIGLEY’S ‘Desi Ad’ with a Kiss This adorable new ad by Wrigley’s Doublemint is BBDO India’s desi rendition of Energy BBDO’s American ad for Wrigley Extra. By Ashee Sharma

ow difficult could it be to tell a love story...a usual Hboy-meets-girl, they fall in love, distance for a while, and reunite later forever. While one may presume that it’s quite simple, the task at hand for BBDO India was not that easy. On the one hand, the agency had to replicate the successful and universally loved Wrigley’s Sarah and Juan love story, while on the “(Shoojit) Sircar was other, it had to launch Wrigley’s absolutely clear that Doublemint Mints in India. Wrigley India’s brief to BBDO for it to be a modern was to ‘Indianise’ Sarah and Juan love story, we had to to convey Doublemint’s freshness proposition and to make the brand show them kiss.” stand for connections. Thus was JOSY PAUL created the short, delightful, and near cinematic tale of Naira and Adi by popular filmmaker Shoojit Sircar and describes him) was flown down from the agency team including Josy Paul, the US to execute it. Ritu Sharda, and Ajitesh Verma. The ad ‘#StartSomethingFresh’ INDIAN-ISING SARAH is the love story of a young couple, AND JUAN who shed their inhibitions to bond Conceptualised by Energy BBDO, over moments of freshness enabled Wrigley’s Extra Gum - The Story of by Doublemint. Complementing the Sarah and Juan, was an instant hit video is singer Gaurav Dagaonkar’s that got over a million views on contemporary rendition of the YouTube within a week of its release. delightful number “Ek Ajnabee “That being a tall order”, says Hasina Se”, originally sung by One of the ways in which the sequence being a part of the TVCs Sharda, “the challenge for us was legendary singer Kishore Kumar. agency tried to localise the content which will go live in November. doubled because we had to better it.” M V Natarajan, managing was by reflecting the change with While the YouTube version is a There was, therefore, a lot of director, Wrigley India, tells us that respect to women and their status in longer three-and-a-half minute importance given to the execution. mint, as a category, is still nascent society that we are witnessing in the video, the TVCs will be shorter edits As Paul puts it, “It was not about in India, and constitutes only 20 per country today. of 60 and 15 seconds. ‘what’, but about ‘how’ we do it. It cent of the `1,000 crore gum market. In the ad, one sees the girl make all Yet another big task for the team was about how to recreate the magic Commenting on the brand’s the first moves towards the boy, be it was that of integrating the brand in of pure and innocent love.” expectations from this campaign, he the first kiss or the escape from the the ad. Ritu Sharda, senior executive Paul tells us that the team was quite says, “The Indian consumer now room by climbing down the pipe, to creative director - Delhi, BBDO clear that the song had to be a classic. understands mint a lot better than fight and apologise thereafter, smear India, says, “The Sarah and Juan ad It was Sircar who recommended what it did five years back. However, Dagaonkar’s contemporarised version there’s still a mindset that the only The ad ‘#StartSomethingFresh’, is the of ‘Ek Ajnabee Hasina Se’. “The purpose of mint is to combat foul melody of the song is such that it breath. That’s something we want love story of a young couple. worked then, it works now, and will to change. With this product and work even 20-30 years hence. While campaign launch, we want our the guy’s face with colour on Holi, or was for Wrigley’s classic gum, even many would have forgotten the song, consumers — the youth — to view go abroad to work, the film has many the wrapper of which has an iconic and the youth may have probably only Doublemint as a conversation starter, such instances of role reversal. status. So, in that case, there was no heard their parents humming it, it has confidence booster, and something Also, this is probably the first time need to show the product. But, since the ‘forever’ factor, something that we which helps them break the ice and that a young couple has been shown this was a product launch, we had to have also iterated towards the end of build new connections.” kissing in an Indian ad. “(Shoojit) create a device of the Doublemint the film,” he points out. Sircar was absolutely clear that for it box and integrate it in the story.” The cast, Banita and Shubham, ADAPTING AN to be a modern love story, we had to Ajitesh Verma, senior creative come from two different parts of INT’L CAMPAIGN show them kiss, and this resonated director, BBDO India, who co-wrote the world. While Shubham is from Josy Paul, chairman and chief with each one of us since we knew we the script along with Sharda, came up Delhi, Banita is a second generation creative officer, BBDO India, tells were talking to a younger audience,” with the Doublemint box-domino Indian-Sikh from London. The film us that the challenge of ‘Indian-ising’ says Paul. idea for the proposal sequence. Steve was shot in Old Delhi, Connaught Sarah and Juan went much beyond the The brand custodians, though, Price, an American ‘chain reaction place, India Gate, and Paharganj. n casting, location, or the soundtrack. are still mulling over the kissing artist’ (as his Facebook status [email protected]

6 afaqs! Reporter, November 1-15, 2 0 1 6

The streaming service’s latest digital film targets cookie-cutter ads to promote the cause of ‘entertainment’… digital NETFLIX The Sparks Fly The streaming service’s latest digital film targets cookie-cutter ads to promote the cause of ‘entertainment’… By Ashee Sharma and Shweta Mulki

t’s that of time of the year when This film follows Netflix’s recent everything you see on television promo with Tanmay Bhatt, stand- Iseems to be festooned with up artist and member of the popular lights, and everyone seems a tad too comedy group All India Bakchod cheerful. The festival of Diwali makes (AIB), promoting the show Narcos. most brands go all out to tug at their Incidentally, Netflix’s first consumers’ heartstrings - and purse announced original series in India strings, resulting in an assembly line ‘Sacred Games’ is produced in of seemingly prototype ads. partnership with the Kashyap In its latest digital film, Netflix, co-founded Phantom Films. which is currently ad-free, targets So, does the film succeed in its those very ads with a spoofy film ‘entertainment trumps ads’ mantra? replete with the same formula -- Anshul Sushil, co-founder and sentimental families, perky children, CEO, BoringBrands, says, “When it ‘diyas’ and sweets, and the unravelling comes to ideation and execution, I “When it comes to “I’d like to believe of gifts. And the fun bit here is that think a little more is expected from it has roped in film director Anurag Netflix, especially when you have an ideation and execution, that people are on Kashyap to play the stereotypical man iconoclast like Anurag Kashyap. Netflix, I think a little more is Netflix for the content of the house. in India, is still at a very nascent stage, The film, made by the digital agency and the audience is very niche, hence, expected from Netflix, it provides, and not Glitch, has a satire-laden voiceover I don’t think it is meant to be mass especially when you because you can watch take us through various Diwali ad content, but rather, comes across as an clichés including the ‘man gifting interesting content-driven campaign for have an iconoclast like it uninterrupted, Diwali jewellery to wife’ shot, the ‘children its selective target audience.” Anurag Kashyap.” or otherwise.” playing with sparklers’ moment and He adds that Netflix’s target even a ‘grandfather playing the piano’ audience in India is evolved and ANSHUL SUSHIL PRIYA JAYARAMAN visual. Somewhere in the middle, understands offbeat celebs, but the The film, made by the digital agency quirky and satirical approach, and a lot of spillage, largely outside Netflix’s humour is always a strong peg. primary audience segment.” Glitch, has a satire-laden voiceover. While it highlights the USP of Priya Jayaraman, co-founder content consumption without any and business director, Propaganda the ‘grandfather’ mentions that he’s day it decides to go mainstream it will disruptions, I think it also highlights India, says, “I’d like to believe that appeared in 137 ads. Towards the have to look beyond that. “Globally, the need for relevant messaging and people are on Netflix for the content end, when the family nestles together Netflix produces content that caters accurate targetting, an area where it provides, and not because you for a selfie, the slow motion stops, to a very mainstream sort of audience. digital irrefutably wins, but marketers can watch it uninterrupted, Diwali and Kashyap, finally turning to the Hence, it has a mass appeal. However, still have a long way to go in ensuring or otherwise. I am surprised that a camera, asks viewers why they are still in my opinion, in a country like India the same.” brand like Netflix is not playing up its watching the ad. where it is still at a nascent stage, Commenting on Kashyap’s casting, content repertoire. It is an elaborate The film, then shows quick Netflix is trying to cater to a very she adds, “The choice of these celebs is production that makes a mockery of a flickers of three of its original shows, evolved and niche audience in Tier indicative of the brand’s preference to festival which the entire country looks The Crown, Narcos, and Luke Cage, 1 cities. Therefore, the approach to connect with a more evolved, urbane, forward to, however cliched it may and ends with the message: Ads may advertising is different,” says Sushil. digital-first audience. They have a large be. And, a complete underleveraged never change, but your entertainment Ankita Pande, AVP - operations, and almost cult-like fan following. use of someone like Kashyap.”n certainly can. iProspect, says, “The ad has a rather Mainstream celebs would just lead to [email protected]

8 afaqs! Reporter, November 1-15, 2016 advertising ONEPLUS Selling Point The mobile phone brand tries to highlight its long battery feature through its new over-four-minute ad film. By Ashee Sharma

alking of Diwali ads based on the homecoming theme, Tthe brand campaign that’s almost synonymous with the concept is (and no prizes for guessing that one) Maruti Suzuki’s ‘Ghar aa gaya Hindustan’ (India comes home in a Maruti Suzuki). But, those were times when the digital fervour had not taken over. Today, the medium (digital) has become a great equaliser, and brands, big and small, are flooding the space with content, thereby making it a challenge to “The campaign stand out in the clutter, especially highlights how our during the festive season. However, smartphone brand product’s key value OnePlus seems to have pulled off the proposition, the dash perfect coup with its new digital-only ad film ‘The Journey’. The over- charging feature, four-minute film featuring actors helps the protagonist Amit Sadh, Zarina Wahab, and Zoya Afroz has gone viral since its release in one such journey.” on October 16, with close to seven VIKAS AGARWAL million views on YouTube alone. The ad narrates the story of a boy who sets out to meet his girlfriend our product’s key value proposition for being a “young and aggressive” between two loves, the mother and and her family on Diwali, but having — the dash charging feature — helps brand that allowed the agency the the wife/fianceé, while arriving at a reached there he changes his mind the protagonist in one such journey. creative freedom to go ahead with harmonious resolution,” he says. and heads home instead to give a We didn’t want it to be a product this campaign which in the words of Khan also appreciates the film’s Diwali surprise to his mother. His promotion, but rather something director Vinay Jaiswal blurs the lines production value, and the fact that phone, OnePlus 3 with the ‘Dash which connects emotionally with between cinema and advertising. it makes him curious to know what Charging’ feature which gives a day’s our fans.” Commenting further on the happens next, and uses many nuances power in half an hour, assists him in Anshul Sushil, co-founder and campaign execution, Sushil adds, with which people can relate. this unplanned journey. CEO, Boring Brands, tells us that the “Cinema has taught us that whether Commenting on the brand While the ad was conceptualised film was shot in Ladakh and the entire you make a `100 crore or a `10 integration strategy, he adds, “It’s in-house by the brand, it has been project, right from concept closure to crore film, consumers must fall effortless. The phone and its fast executed by Boring Brands, the the final edit was completed in about in love with the narrative, and for charging feature is central to the agency credited with popular digital 15 days. But, the time crunch and the that one has to think big. The same story since it is the only mode of campaigns such as the Manoj Bajpai- prevailing environment (in terms of goes for brands. We could have shot communication between the three Raveena Tandon independence day weather and the tension prevailing at the film in Manesar/Gurgaon, but characters. Also, it has been done in film for Oyo Rooms, the quirky the border areas over the Uri attack) the sheer effort of going to Ladakh the right way, at the right time, and the ‘Cashback toh banta hai’ campaign for were not the biggest challenges facing for a digital-only ad subtly gives right place. That’s why the message CashKaro.com, and Urban Ladder’s gets communicated so easily.” short film ‘The Homecoming’ OnePlus is an online-only brand that sells in India Akshat Bhardwaj, creative featuring Piyush Mishra, Amit Sadh, director, DigitasLBi, thinks that and Taapsee Pannu. through an exclusive partnership with Amazon. while the ad starts off strong, it drags OnePlus is an online-only brand his team, says Sushil. the consumer an impression that a bit along the way. “Perhaps some that sells in India through an exclusive “The most important task for us, OnePlus is not just another ‘cheap’ editing may have made it a shorter, partnership with Amazon. The film as an agency, is to convince a brand brand out there talking about festive tighter film. The idea is good, but is the brand’s first Diwali campaign that doing a digital-only campaign sale/discount. This campaign is about I think the end could have been targetted at the urban youth. will get them the RoI it is looking brand building.” better,” he points out. Commenting on the insight, Vikas for. While it’s true that today, brands “The film does call for some Agarwal, general manager - India, are quite excited about digital, most STRIKES A CHORD? exciting digital extensions such OnePlus, says, “Our TG is the youth, of the time they expect us to make Saad Khan, vice-president - as conversations around people’s which is mainly based in the cities. videos that lend themselves to strategic planning, FCB Ulka, likes journeys on Diwali, and in general. At During Diwali they embark on long shorter edits suited for television. the story idea. “It touches upon a first thought, a lot could be done using journeys to their homes in smaller But, that’s not how it works,” he cultural conflict that men face many maps and travel portals,” he suggests. n towns. The campaign highlights how insists as he appreciates OnePlus times — striking the right balance [email protected]

afaqs! Reporter, November 1-15, 2 0 1 6 9

advertising SURF EXCEL Appreciation Time Like in its recent #MadadEkIbadat Ramadan ad, the kids in Surf Excel’s new spot #AbLagRahiDiwali help people from a lower socio-economic strata.... and dirty their clothes in the bargain. By Sunit Roy

iyas, rangolis, gifts, greetings, and force fits goodness. food, and family — the right “While the Diwali version ticks Dingredients to make Diwali off all boxes, the potential to create celebrations truly special, isn’t it? meaning for its target audience gets However, we often fail to include compromised due to such layering in our festivities those who make of messaging. Depicting the kid our lives easy, happy, and safe, our in a fairly isolated and potentially support staff such as our domestic dangerous commute, which most help, the ‘istriwala’ (laundryman), affluent urban Indian moms will not and the watchman in our building. permit, and jumping into a ‘rangoli’ Highlighting the thought of is going against the cultural code of sharing the Diwali festivities and preserving it. It suggests destruction bringing joy in the lives of the lesser during a festivite occasion, and is a privileged is Surf Excel, the detergent shortcut of showing ‘rangoli’ on their brand from Hindustan Unilever clothes instead of making it on the (HUL), in its recently launched ad floor. Avoiding such cultural misfits film ‘#AbLagRahiDiwali’. The new deed for the day. However, he stains could have helped make this ad a lot campaign is an extension of Surf his clothes in the process, but of more effective,” says Aasht. Excel’s take on the theme ‘Daag course, the mother doesn’t get angry. Nimesh Shah, head maven, Achhe Hain (stains are good)’. However, “while #MadadEkIbadat Windchimes Communications, feels The over two-and-a-half minute campaign highlighted a child’s that the core thought of ‘Daag Achche video shows that Diwali celebrations emotion of helping out someone in Hai’ still holds merit, but in order are incomplete without ‘rangoli’, and need, #AbLagRahiDiwali campaign to retain attention, the brand will therefore, a little boy and his group highlights the child’s emotion of either have to show unconventional of friends enjoy the festivities with including someone in the festivities, situations or innovative solutions an ‘istriwala’ by getting the ‘rangoli’ someone who visits his home every to problems that the protagonist design impression on their clothes day, but is not a relative,” says Iyer. deploys in order to hold the viewer’s and going to his (istriwala’s) house The ‘Daag Achhe Hain’ theme attention. “It is much like the Fevicol and lighting the sparklers. In the has been a kingpin for the brand Surf ad, in which the thought of ‘Fevicol process, the boy’s clothes get stained, but his mother is not offended. She says instead, “Sabka muh nahin “The thought behind ‘Daag Achhe Hain’ theme has been a kingpin mitha karwaoge?” the campaign is to for the brand Surf Excel for over a decade. The background score in Urdu, “noor se uske hai jagmag zameen... express how children Excel for over a decade, and Lowe Ka Majbut Jod Hai’ is manifested in beshak hai sajde may utri labon pe can live and enjoy Lintas has worked upon various a creative manner in every ad to have hanseen... megho se ho jaise barqat campaigns centred upon the thought. a captive audience. It would also be giri...”, touches an emotional chord their childhood “The ‘Daag Achhe Hain’ theme has exciting to see if the brand could go and is meticulously woven into through stains.” lived a life of more than 10 years beyond religious festivals and pick up the ad film. In the end, the poetic and I am sure that it has a life going other occasions to smartly convey the narrative concludes with “agar daag ARUN IYER forward as well. I have worked upon core thought,” says Shah. lagne se kisi ki diwali mein rang aur this from the very first day and it has According to Sudhir Nair, roshni bhar jaaye toh daag acche hai”, been a wonderful experience because managing director, digital, Omnicom thus amplifying the theme ‘Daag instance, if you were to see the world it kept evolving with time,” says Iyer. Media Group, the idea captures the Achhe Hain’. from the child’s point of view, which essence of both festivals and also Conceptualised by Arun Iyer, is rather innocent, when he (the EXPERT SPEAK acts as a reality check. “Kids enhance chief creative officer, Lowe Lintas, child) notices that somebody around We asked our experts if the ad the softness and innocence of the and his team, the ad film has been him is unable to celebrate Diwali due succeeds in conveying the message by ads. Kids may help the needy much produced by Absolute Productions to certain reasons, he decides to put creating an emotional bond with the more than grown-ups do, and kids and directed by Vasan Bala (writer ‘rangoli’ himself. So, in a way, this is audience. And, was it well executed? do have a universal appeal. If it can of famous Bollywood flicks such as a very child-like interpretation of the According to Sameer Aasht, lead to some social good it would be ‘Raman Raghav’, ‘The Lunchbox’, world.” founder director, Alma Mater Biz awesome. The ad has been shot well, and ‘Bombay Velvet’). The creative The only-digital ad campaign Solutions, although the plot for both and I liked the casting too, as it looks team includes Carlos Pereira, has a sharp resemblance with Surf the ads done for the same brand is real. However, there is some amount Gandhali Karnik, Virendra Vilankar, Excel’s #MadadEkIbadat (Helping around kids who help others and in of exaggeration, like the ‘rangoli’ and A P Zeth. is an act of faith) campaign, launched the process, dirty their clothes, be patterns coming on the clothes, but Speaking about the ad campaign, in June this year during the Ramzan it Ramzan or Diwali, the former is it does the job. I would have liked to Iyer says, “The thought behind the celebrations. The ‘#MadadEkIbadat’ a lot more true for a single-minded see more colours/lights and people campaign is to express how children ad film showed a little boy help audience. The Diwali ad, in contrast, added to some frames; else it’s great,” can live and enjoy their childhood an old ‘samosa-wala’ sell his Iftar adds a rather unnecessary layer of an says Nair. n through stains. In this particular savories, and thus, doing his good unreal attempt to bridge class divides [email protected]

12 afaqs! Reporter, November 1-15, 2 0 1 6 advertising INDIAN BRAVEHEARTS The New Hero of Adland Hero archetypes in Indian advertising change with the mood of the nation and the consumer. Now, it is the season of the protector. By Ashee Sharma

f you are active on social media, chances are that you must Ihave come across some form of content designed as a tribute to India’s soldiers. Following the surgical strikes that India carried out across the LoC in Pakistan Occupied Kashmir, in response to the Uri attack, brands and online content creators seem to have found a new currency in patriotism. Or was the phenomenon triggered earlier? While the answer to this question may be ambiguous, adland appears to have decoded the dominant mood to those who defend it. Boeing is and a war hero. in the country, thanks in part to proud to salute the Indian Air Force Interestingly, the distinction social media, which sets the agenda as it celebrates its 84th anniversary.” of being the archetypal hero does these days. So, while a patriotic poem But to think that it’s only the men not belong to people alone. In a ‘Kashmir toh hoga lekin Pakistan in uniform or popular brands recent wave of advertising it was nahi hoga’ by head constable Manoj displaying the nationalistic fervour the unconventional professions Thakur from Himachal Pradesh goes will be unfair to the online content that enjoyed the privilege. Top- viral on social media, popular brands platforms that have in their own of-mind ads in this category are, such as Bajaj, Hero and online ingenious ways paid tribute to our undoubtedly, Nescafé’s stammering furniture marketplace Pepperfry bravehearts. comedian, the cartoonist and, more come up with campaigns that play Names in this list include V recently, the radio jockey. on the same theme. Seven Pictures’ ‘Surgical Strike, A For Bajaj Auto it was an reply video from Indian soldiers to “Sons of Vikrant is a REVIEW opportune moment to revive its (Arvind) Kejriwal’ and Telling Tales classic example of how Saurabh Varma, CEO, Leo campaign for Bajaj V — the bike that Film Company’s ‘Surgical Strikes Burnett, South Asia, thinks that contains the metal of the legendary made simple by Pallavi Joshi’. Both you can take everyday the hero archetype is an incredible warship INS Vikrant, with a fresh the videos take a dig at the doubting heroes and become a way of building a brand. “Human ad that calls on Indians to celebrate Thomases and their reckless demand part of popular culture.” beings have always been moved by national pride every day. of furnishing video proofs for a challenges and people who have #HeroSalutes, the Hero secret operation relating to national SAURABH VARMA overcome the odds through struggle MotoCorp campaign, was released security. The V Seven Pictures video and sacrifice. The challenge is, of on YouTube a fortnight ago, and has also gone viral with close to 1.5 time and again — got new role course, not about doing it or not, it’s has since then got over a million million views. models to look up to. about how to do it. The context and views. Pepperfry’s ‘Is Diwali kuch Of interest here will be to note Examples range from children culture might offer an opportunity, badalke dekhiye’ ad carries forward that the Indian Air Force and who became major influencers but brands will need to choose how the brand’s ‘Do-good’ thought. Indian Navy have also come up following Lifebuoy’s ‘Help a child to represent themselves as a part of Likewise leveraging the sentiment with their respective campaigns that reach five — Gondappa’ ad to cool the narrative,” he says. is Bollywood music channel 9XM call on the nation’s youth to join and spunky grandmothers like Varma believes that brands with a new Hindi song ‘Salaam Haq the armed forces. While it may be Kamlesh Gill of Vicky Donor fame have a responsibility of furthering Se’ (a play on the brand’s tagline unintentional, the ads seem to be who featured in some of the most the hero’s archetype rather than 9XM Haq Se). “Khadi Sarhad Pe tactically timed so as to tap into the memorable ads such as the one for reducing it to a cheap, transactional Fauj Hai, Tabhi Teri Meri Mauj patriotic zeal. Tanishq and Abbott. opportunity. He cites the example Hai’, go the lyrics. Featuring rapper Following a stellar performance of the Bajaj V to make his point. Fazilpuria, the video that is a tribute HEROES IN MAKING at Rio Olympics, sportspersons and “Bajaj V is an example of unleashing to the soldiers guarding our borders While the men in uniform are differently-abled athletes became a pride into popular culture. ‘Sons of was released on October 11. It too undoubtedly the current prototype rage among brands. Examples in this Vikrant’ is a classic example of how crossed the one-million-view mark. of the ad world’s heroes, brands category include Sony LIV’s tribute you can take everyday heroes and Also in the fray is aerospace exploiting prevailing consumer to the Rio contingent and adidas’ become a part of popular culture,” company Boeing’s print ad. The sentiment is no novel phenomenon. Odds campaign featuring Major D he states. n copy reads, “A peaceful sky, thanks And, hence, the audience have — P Singh, India’s first blade-runner [email protected]

afaqs! Reporter, November 1-15, 2 0 1 6 13

MEDIA Enter the Dragon Technology has created millennials forgoing cable TV in favour of digital platforms. the new age media And then there’s the reverse shift. company which is Companies like Google, Facebook, Amazon and Netflix - the new media taking the most extraor- companies - have been known to aid their platforms by investing heavily dinary form. And it has in pipes. They have put hundreds of a ravenous appetite for millions on undersea cables that link their data centres. content. By Shweta Mulki THE PERFECT MARRIAGE? Girish Menon, director - TMT, atman and Superman KPMG in India, observes that it will be owned by a telco,’ is all simply about following the screamed some news consumer. According to him, as headlines reacting to the video consumption is moving online, announcement of the telcos are realising that they are at Bacquisition of media conglomerate risk of becoming only a distribution Time Warner by US telecom giant channel while the cream of the AT&T. This created a lot of buzz value is being generated by content in global media, and if there was providers. “By building out their own one thing that could match that on content arsenal, service providers are the buzz meter here, it would be not only protecting themselves, but the bidding war for the rights of the also tapping into the larger online Indian Premier League (IPL). potential as lines between content With a whopping 18 bidders, the owners, platforms and distributors cricket league has attracted an eclectic are becoming blurred,” he says. mix of new media companies. Besides AT&T getting control of Time traditional broadcasters, global Warner the world’s third-largest media and tech giants like Amazon, media conglomerate with assets like Facebook, and Twitter - and media HBO (Game of Thrones), Warner agency GroupM are in the running. Brothers (Harry Potter movies, These are only the latest Friends), CNN, Cartoon Network, developments in the evolving DC Comics, and broadcast rights to market relationship between cable many live sporting events is surely companies, online streaming players traditional media networks watching between are the telecom companies, a move in that direction. In the US, and content producers in today’s the likes of Amazon, Facebook and providing the infrastructure for all of this follows Verizon’s AOL deal last digital world. It puts into focus the Google taking their place among the the above. year and its planned acquisition of phenomenon that the ‘new age media world’s most powerful companies. Experts feel that with its $85.4 Yahoo! this year. In Europe, many company’ is today. So what exactly On the other, there is the content billion foray into the content big telcos have dived into the content makes for a new age media company? universe which - after overcoming industry, AT&T- which provides business, in varying degrees. the dotcom crash, combating digital mobile and fixed telephone services Closer home, telcos have started CONTENT PIPING, piracy and being boosted by platforms as well as a broadband subscription building their content ecosystems PIPING CONTENT like Netflix - is reinventing the very television service, is attempting to to target 4G consumers. Airtel has On the one hand, there are idea of television. Somewhere in fill a void created due to cord-cutting partnered with Zee Entertainment

16 afaqs! Reporter, November 1-15, 2 0 1 6 Cover Story Powered By:

Enterprises’ dittoTV app under which the MyAirtel App will provide THE TWITTER AND customers free access to ditto TV’s A New Wave 100 odd live TV channels and FACEBOOK WAY popular TV shows. (The list of bidders targeting the IPL) Twitter: Aiming to test new New entrant Reliance Jio, BIDDERS TYPE meanwhile, is gunning for the IPL Amazon Seller Services E-commerce distribution models, the National rights, as in the highly fragmented beIN IP Broadcast/Distribution Football League in the US recently Indian market, a property like this is BT PLC Telecom (United Kingdom) made a $10 million deal with Twitter the big ticket to gaining relevance and BTG Legal Services Legal services (Australia) * for live streaming 10 popular infuence. It is, of course, competing Econet Media Telecom (South Africa) Thursday Night Football (TNF) with a diverse list of companies who ESPN Digital Media (India) Media games. It is a limited one year also want to make that mark.. Facebook Inc. Social Media agreement with the games being Followon Interactive Media Technology simulcast on CBS (or NBC) and the GroupM Media India Media agency SPORTING ROUTE NFL Network. Gulf DTH FZ LLC PayTV (Dubai) Premium sports content Reliance Jio Digital Services Telecom More than 2 million people tuned is universally known to make SKY UK Broadcast/Distribution in for the first game. Though Twitter powerbrokers out of upstart media Sony Pictures Networks Broadcast was allowed to sell only a small companies (much like what Sunday Star India Broadcast/Distribution percentage of the ad inventory, its Night Football did to Fox in 1993). Supersport International PayTV (South Africa) live stream with curated tweets is Shashi Sinha, CEO of IPG Taj TV India Broadcast/Distribution a window to how sports could be MediaBrands India, emphasises that Times Internet Online Publishing watched in the future. The jury is still in this market, companies (both Twitter Inc. Social Media out on the impact, but experts say traditional and new), need to garner *Could be representing a client advertisers would’ve noticed. advertising as there’s no revenue stream for most of them. He says, on the Prime service, social already expected that digital Facebook: Premier Futsal, the “The basic need here is long term media platforms are free, advertising spend will commitment from advertisers, and so it is finally all about surpass TV this year” multinational tournament for a eyeballs in terms of viewership. The monetisation. Another IPL variant of association football, was IPL is one of the biggest tent-pole According to Premium rights bidder, the first Indian sports league to properties we have. If you latch on to Sinha, sports sports content Amazon is stream all matches using Facebook more and more such properties, you is a loss leader looking to Live. Besides that, FB Live has become relevant, even if you end up globally and is known to make launch its Prime streamed soccer matches between becoming a loss leader. one needs Video service Manchester United and Everton, with He goes on to point out that subscriptions. powerbrokers out India with a auxiliary coverage including behind- India is an under-leveraged market in He adds, “In this of upstart media bang. Sports the-scenes interviews. California- terms of pricing - be it TV or digital. space there will aside, Prime based Menlo Park has live-streamed So the cost per contact (CPC) is have to be a 25-30 companies. Video has been on nine basketball exhibition games on the lowest by global standards. “And per cent subscription a serious content- FB. High engagement by followers because of high fragmentation, it is model as advertising shopping spree as was again a key outcome. a buyer’s market, so you only get alone cannot support such recently seen in its exclusive a premium for big properties. It’s a big property. In the UK football partnerships with the likes of all about selling volume. India has properties are subscription based. Dharma Productions, Vishesh Films, its increased investment in original the largest volume with the lowest India may go that way but the heart T-Series and Greengold Animation content. value,” he says. of it will still be about where the (makers of Chhota Bheem). Experts Menon feels that in India, it being Predicting that this will be revenue comes from.” feel that the company which started the early stages of evolution, there standard practice for all big by selling books and DVDs, could be is a fair bit of experimentation and standalone properties, he says, THE VIDEO PUSHERS the disruptor here in the video space. trial and error in the digital space, “If you are a platform or seller Menon of KPMG says, “Tech Experts credit Amazon Video’s resulting in increasing price points of inventory, creating a tent-pole giants are looking at content growth to factors like the roll-out on quality content. He says, “A key enables aggregation of viewership ownership to ensure higher consumer of the standalone Prime Video, concern is the sustainability of the on the back of which you can do time spent on their platforms and the success of its Fire TV devices economics given the lack of evolved packaging in different ways.” increase the advertising revenue (designed to stream digital audio/ While Amazon can put out content generation potential. In the US, it is video content to an HD-TV) and continued on page 20 >>

afaqs! Reporter, November 1-15, 2 0 1 6 17 advertising AIRTEL TRAI Auto-download Sasha Vs SRK: Can Under Scanner The regulatory authority wants to Airtel outshout Jio? look into concerns on unsolicited ads that eat into data She rivalled Vodafone’s pug with panache. Can The Airtel Girl beat the consumption. By News Bureau face of Reliance Jio next? By News Bureau he Telecom Regulatory Authority of India (TRAI) held a session with Tindustry experts this month to exam- ine concerns over unsolicited online video ads that get downloaded automatically without the consumer’s knowledge, and push up their data costs inadvertently. The TRAI seminar titled ‘Seminar on ‘Unsolicited Downloads and Background Exchanges when using the Internet’, was organised in Hyderabad. According to a PTI report, officials connected to this say that the regulator wanted to look at the issue in-depth, elecom giant Airtel has rolled out a new The Airtel Girl is undoubtedly one of Airtel’s and decide whether such downloads need to 360-degree marketing campaign around its most popular faces, and that the brand is using be regulated. Tnewly-launched My Airtel app featuring her to promote the new version of its app is no Another official has been quoted as saying popular Airtel Girl Sasha Chhetri. The multimedia surprise, given the high-decibel campaign being that, “These unsolicited ads on some sites and campaign, conceptualised by Taproot Dentsu, run by competitor Reliance Jio. well as social media platforms which download highlights the application’s ‘Airtel Apps’ section But, as far as creative arsenal goes, is she strong automatically without the consumers’ that will have a collection of apps such as Wynk enough to fight Jio’s face Shah Rukh Khan? Can knowledge, lead to data consumption. The Music, Wynk Movies, Ditto TV, Hike Messenger, Chhetri’s existing equity outshine his stardom, or question is should there be rules and regulations and Juggernaut under a single interface. does Airtel need a creative facelift? We got Jagdish around them, given the non-transparent way Produced by Equinox Films, the ad revisits the Acharya, founder and creative head, Cut the Crap, challenge theme that was used to answer these questions and when the brand introduced share his thoughts on how Airtel 4G and its new face Airtel can better leverage Chhetri. This time, The Chhetri’s popularity to battle Airtel Girl, who is out with Jio’s upcoming flurry of ads her friends, takes up the ‘Apps featuring Khan. Challenge’ and manages to “The new Airtel ad with outfox the challenger with the (Sasha) Chhetri is chirpy and My Airtel App. charming. As an ambassador, in which data usage is happening.” “Smartphones have it’s her exclusivity that works Officials have also pointed out that the issue redefined our lives and mobile better than any celebrity for is not about content regulation as TRAI is not applications allow us to do any other brand. Sasha means checking the content of these online ads, adding almost everything on the go, Airtel 4G while Shah Rukh that. “At about 20-30 paise per MB, data is wherever we are. The new means brand X, Y, Z....and Jio. expensive. So the issue needs to be examined.” campaign is built around the The ad, therefore, goes about In the first phase, TRAI’s seminar aimed new My Airtel app, which has its purpose,” says Acharya. to have industry experts, telecom service a collection of the top apps, and “The need of the However, he thinks that providers and internet as well as social media brings the best of the online while it is happily playing companies in panel discussions on the issue. world to users in one place,” hour is to win the same game as before, “We want to understand how much data is says Rajiv Mathrani, chief back the distracted the audience is, as always, being consumed by these ads, what can users brand officer, Bharti Airtel. engrossed in the new. “Today, do to stop them, do the sites allow users the In addition to the above set consumer and that everyone is flirting with Jio, it option to stop the ads, and is there an upper of curated ads, there will also calls for new forms is only the degree that varies. limit which ensures that data usage should not be two new apps from the Some have tied the knot, others go beyond a certain level,” explains an official. Airtel stable - Airtel Cloud of engagement.” are waiting and watching. The This is said to be a step to help identify and Airtel Dialer. Airtel Cloud JAGDISH ACHARYA Jio game is a no-brainer; one issues that address questions like - ‘Can these provides 2GB of free cloud that the country understands videos have maximum data consumption or storage and backup. There are best. Like it or hate it, but you time limit, beyond which the videos should no data upload charges for the scheduled overnight can’t ignore it, is what Airtel has chosen to do so far, stop unless explicitly chosen by the consumer, backups for prepaid customers currently, and but it is unlikely to win much traction for the brand or are these so hidden in the settings that the this benefit will soon be available to postpaid at this juncture. The need of the hour is to win back general public is not aware of the options customers as well. Airtel Dialer offers 50 minutes the distracted consumer and that calls for new forms available’. n of free Airtel-to-Airtel calling benefits in addition of engagement and experiences,” he suggests. n [email protected] to its call management feature. [email protected]

18 afaqs! Reporter, November 1-15, 2 0 1 6 media COLORS Woman’s Day Out The media brand’s new campaign #SundayIsHerHoliday is an initiative aimed at giving women their due. By News Bureau

aking a small step towards handholding them through some giving a woman her due, Sunday chores. The campaign Tthe general entertainment will conclude by showcasing what channel Colors, along with Publicis, actually happens when women get has started a people’s movement 24 hours from their own time, every called #SundayIsHerHoliday, and week. is inviting every man (and woman) Commenting on the initiative, to participate in it. The goal of the Raj Nayak, CEO, Hindi mass campaign is to inspire and help entertainment, Viacom18, says, “You men take over the Sunday chores may ask why Colors is doing this? We mindsets.” women. Most of them just end up of women, so she can get her much believe that entertainment should, According to Bobby Pawar, MD working twice as much, at the office needed time off too. The campaign where it can, nudge society forward, and CCO, Publicis South Asia, and at home. The realisation that wants to start off by inspiring action in big ways or small. This campaign #SundayIsHerHoliday is an honest it was unfair that they, unlike most and kicking-off a conversation is an embodiment of that belief. attempt at giving women their due. other working people, don’t get a around #SundayIsHerHoliday. Gender equality is a man’s issue too, Talking about the insight behind day off struck us and gave birth to The next step aims at enabling and we have always believed in doing the campaign, he says, “The insight #SundayIsHerHoliday.” n action by offering tips to men and our bit in bringing about a change in was simple. All women are working [email protected] ADVT.

EBAY INDIA: GODREJ INTERIO:

The idea behind the TVC was to instill freedom ‘Everyday Made Beautiful’ is a campaign that in the minds of consumers and to let go of the strengthens our promise to brighten our consumers preconceived notions which doesn’t let them daily lives through design led innovative furniture. pursue their ambitions. Online shopping today The commercials are based on core values, one from enables consumers to let go of their inhibitions a societal perspective; showcasing the changing role of and live the life on their own terms and conditions. It women and second the innovations from Godrej Interio that depicts that Indian society doesn’t believe in deep rooted rigid transforms and helps users in their daily living. Godrej interio has notions which have been set in our society since ages. We wanted to always emphasised on furniture solutions that are well designed, fun highlight that we shouldn’t limit or restrict our choices while shopping and functional with an aim to transform the lives of our users. Both the online as well. TVCs highlight the brand’s core values aptly.

Shivani Suri, Mr. Bedraj Tripathy, Director - Marketing, eBay India Head, Integrated Marketing, Godrej Interio

ROOHAFZA FUSION: FLIPKART: ‘ROOHAFZA FUSION’ is based on a unique As part of the marketing exercise for BBD, Flipkart concept launched for the 1st time in India – fusion has rolled out a series of TVCs that will attempt of ROOHAFZA with pure fruit juice. We wanted the to inform the consumers that it is not just another communication to be as unique & interesting as the sale event but the ‘Sale Event’ of the year. The key concept of RoohAfza Fusion. The communication message that is derived from the campaign sums challenge was to fi rmly establish ‘FUSION’ leading to up the entire event - “ITNE mein ITNAAAA milega”. It introduction of the product. This is when we came across communicates that no matter what one’s budget is, Big an interesting device of juxtaposing unique situations & this Billion Days will bring maximum value with the unbeatable offers it leading to even more unique, interesting Fusion of RoothAfza with fruit juice. has across categories. So staying within budget, one can upgrade or Out of various situations we selected 5 interesting ones with each targeting buy more and not let the budget limit one’s shopping aspirations. a different age group i.e. from a kid to a dadi maa. The idea of choosing different age groups was to also showcase how RoohAfza as a brand is bridging gaps between different generations & regaining relevance. Samardeep Subandh, CMO, Flipkart Amit Aneja, AGM - Marketing, Hamdard media publishing COLORS ‘Naagin’ Returns The second season of ‘Naagin’ went on air recently emerging as the No.1 show in the Hindi GEC genre as per the BARC India rating. By Anirban Roy Choudhury

e’ve already taken the biggest risk there was. WWe took a season break when ‘Naagin’ was at the very top and have now returned with the second season of the show. No risk can get greater than that,” says Ekta Kapoor, managing director, Balaji Telefilms, when we asked her about the second season of ‘Naagin’ and the risks involved. Well, it looks like and setting the context in terms of has developed further, and today, the gamble paid off as the Broadcast concept and production value since there is space for a lot more shows Audience Research Council (BARC) “We took a season break that has already been highlighted to to co-exist. We believe that there India ratings for Week 41 show that when ‘Naagin’ was at the viewers in the past,” says Kapoor. continues to be a strong and loyal Season 2 of the supernatural drama very top and have now After Colors tasted success with audience which will tune in for in its opening week emerged as the returned with the second ‘Naagin’, the supernatural angle ‘Naagin 2’ even though other shows No.1 show in the Hindi GEC genre. found a prime time presence in most with a supernatural angle continue When a show does well, the season of the show. No risk other channels, and many used the to air. As a channel, we will continue sequel becomes a challenging one can get greater than that.” snake formula as well. But, not many to innovate and be the trendsetters in as the expectations are always high. EKTA KAPOOR witnessed similar results. So, has the bringing variety through our shows,” And, living up to it is certainly one of appetite for ‘naagins’ or supernatural she says. the biggest challenges, feels Kapoor. viewer experience,” says Kapoor. content dried up? Ghadi Detergent associated with Apart from that, the czarina of TV So, does the ‘little new-little “No,” feels Manisha Sharma, ‘Naagin’ as ‘powered by’ sponsors says there is also, at the same time, familiar’ formula for sequels apply in programming head, Colors. “When between February-March 2016. the need to showcase newer nuances this case, too? “Television is riddled we introduced ‘Naagin’, it was the Season 2 started with Oppo Camera of entertainment while staying true by uncertainty. There is no sure shot first-of-its-kind show on television. Phones as the presenting sponsors. to its core concept. formula for a new show or a sequel,” And then, it became a trendsetter “For us, ‘Naagin’ has always “The balance between is Kapoor’s immediate response. which opened up a world of been a premium show, so I am sure characterisation, narrative, and VFX “But yes, the familiarity does help. opportunities for other broadcasters that the ad rates will also reflect the (visual effects) needs to be zeroed It brings the benefit of not having to and production houses. Over the premium,” opines Sharma. n in on again while heightening the develop every character from scratch past couple of months, the genre [email protected]

<< continued from page 17 AMAZON’S GREAT BUSINESS IDEA In 2011, Amazon started Prime Video as a perk to Prime members who streamed video, renewed ...Enter the... Prime, its $99-a-year service which offers shipping their memberships at a higher rate than those who subscription models,” adding that content discounts to members. The latter could stream didn’t, and customers who signed up for Prime’s strategies would need to be re-evaluated since movies and shows without additional costs. 30-day free trial were more likely to convert if they the audience profile is will become more mass An early survey of Amazon customers in the accessed the video service during that month. once 4G gains momentum. U.S. found that 10 per cent of Prime members said In April this year, Prime Video was unbundled they had signed up primarily for the video service. from the Prime service. With 76.2 million users, it’s BUNDLING AWAY Even if video wasn’t what they came for at first, today the fastest growing streaming service after Sinha says, “This will be the era of partnerships. it appeared to be a big reason why they stayed. You-tube and Netflix. And it is all about control and dominance. In these collaborations, every partner will bring in their strengths.” Vikram Sakhuja, CEO of succeed. Content needs to be viewed from a for tight segments will be played by many, each Madison Media says, “A new age media company standpoint of creation, aggregation (and curation) having expertise in their own niche. needs to be geared to provide customised content and distribution. Each stakeholder getting into As bundling gains momentum globally, in on demand to scale audiences.” content, needs to be clear on their platform and India too there could be all kinds of partnerships On the new entrants vying for premium within it their purpose.” between DTH, telecom operators, OTT content he adds,” Lowering of costs, explosion Sakhuja sees an explosion of content creators platforms, device makers, VOD platforms, of platforms and access of digital technology and - since that is driven by individual. However, the film studios, and production companies. What data ensure that content is not the preserve of aggregation and distribution game will be split remains is the question of where to watch that the big boys alone. But just because access has into two. The game for masses (that includes show. n increased does not mean that many more will IPL), will be played by very few, and the game [email protected]

20 afaqs! Reporter, November 1-15, 2016 advertising STAR PLUS Saluting Motherhood Dhoni, Kohli, Rahane salute their moms in new Star Plus campaign titled #NayiSoch. By News Bureau

tar Plus, the female-skewed that of the father. general entertainment channel “We have always put women The campaign is built around real- S(GEC) of Star India, along with first, told their stories, and life examples of the three cricketers, the Board for Control of Cricket in as well as their belief that what they India (BCCI), has launched a brand are now set to take it to the are is largely due to the role played by initiative titled ‘Nayi Soch’. As part next level — by challenging their mothers. of the initiative, the channel unveiled Sanjay Gupta, managing director, a television campaign on October 16 orthodoxy and stereotypes Star India, says, “Star Plus has been during the India-New Zealand ODI that come in the way of a lighthouse brand for women. We series, in which cricketing heroes progress for women.” have always put women first, told play messengers of ‘Nayi Soch’. their stories, and are now set to take India’s cricket icons Mahendra SANJAY GUPTA it to the next level — by challenging Singh Dhoni, Virat Kohli, and orthodoxy and stereotypes that come Ajinkya Rahane proudly wear their rather than their own names or even fact that one’s identity is as strongly in the way of progress for women.” n mothers’ names on their jersey, their surnames, acknowledging the linked with the mother’s name as [email protected]

AD CLUB Unending Possibilities “BARC, IRS, ABC and TGI can be integrated to become a single data source”: Shashi Sinha, CEO, IPG Mediabrands. By News Bureau

he Ad Club hosted the Media Review Audience Research Council (BARC), ABC and in Mumbai on Thursday, October 13. Target Group Index (TGI) can be integrated to TShashi Sinha, chief executive officer, IPG become a single data source.” Sinha and Goodhart: pragmatic view Mediabrands and Jonah Goodhart, chief executive Sinha also mentioned the need to change TV officer and co-founder, Moat, in their respective buying from Cost Per Rating Point (CPRP) to measurement or not and now I find out that presentations, spoke about the importance of ad Cost Per Thousands (CPT). He said, “CPRP everybody is interested in measurement because measurement in the digital advertising industry. has outlived its utility. It hides real growth for it impacts the business, it impacts what content Talking about the importance of digital ad broadcasters and media agencies. Low CPT in is being created, impacts what they buy. To measurement, Sinha said, “If digital needs to be India presents a big opportunity to drive growth.” me it seems that the measurement here is the measured, it needs to have a big data party to Adding on India’s ad expenditure (Adex) and foundation that we need to build.” do it. Audit Bureau of Circulation (ABC) has digital growth, he says, “India’s Adex is growing In the recent past, brands have had an issue made a foray into digital measurement and that and we are evolving faster than people think. This with the measurement of the three-second view will measure publishers as well as other digital year has been slow for digital growth. Digital will of Facebook video versus the 30-second view of property owners like websites or apps from ensure that targeting becomes a norm.” YouTube video because by the time one might computer, mobile and tabs.” Talking to afaqs! about the importance of scroll down the video or post on Facebook Speaking about industry looking into the digital measurement in India, Goodhart says, it would already be three seconds and hence point of a single data source, Sinha added that “Interestingly when I came to India, I wasn’t questions have been raised on the transparency. n “Indian Readership Survey (IRS), Broadcast sure if people over here would be focused on [email protected]

afaqs! Reporter, November 1-15, 2 0 1 6 21 people

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

MEDIA DIGITAL Madison Media businesses in India Freecharge Madison Media (except ESPN), with Freecharge, a digital has announced the all local business payments platform, appointment of Vinay segments reporting has announced the Hegde as senior vice- to him. Samat left appointment of president, buying. Disney India four Karthik Rajeshwaran He will report to years ago to establish as director, strategy. Neelkamal Sharma, Epic Television In his new role, chief operating Networks and was Rajeshwaran will officer (COO), founder and MD of utilise his keen buying, for the The Epic Channel. MAHESH SAMAT understanding of Group. Hegde joins the Indian consumer KARTHIK RAJESHWARAN the agency from VINAY HEGDE Indigo Consulting landscape, and his Starcom Mediavest Indigo Consulting, experience of working in a global start-up Group where he was national trading director. the specialised digital ecosystem geared to usher in consumer-centric Hegde comes aboard Madison Media with agency from the innovations with the aim to expand revenue over 20 years of experience, having worked at Leo Burnett Group, across new business opportunities. Rajeshwaran Mindshare Fulcrum for over 10 years, where has announced the has previously led global marketing and growth he handled buying for the Unilever business. appointment of at Obi Worldphone, where he launched He has also worked with Disney as director, Devang Raiyani as smartphones and crafted brand communication revenue strategy, in addition to having worked at its national head of plans across Vietnam, Thailand, Indonesia, HTA and Percept. strategy. Raiyani Philippines, and countries in the Middle-East. will work with the Walt Disney agency’s management Walt Disney International, a division of The Walt team to carve out DEVANG RAIYANI MARKETING Disney Company, has announced that Mahesh a differentiated Samat will resume his role as managing director offering in the digital space, and leverage digital Adobe Systems India (MD) of The Walt Disney Company India. He not just as a media channel, but also as a tool to Adobe Systems India has appointed Apsara will take over the management of all Disney solve business problems. Chidambaram as agency partner lead. In her new role, she will be based out of the company’s Bangalore office. Chidambaram was ADVERTISING the erstwhile head of sales (South) for Twitter India. Chidambaram comes on board with a JWT India the planning lead on many of the marque brands background in brand and digital marketing, Pinaki Bhattacharya has been appointed national in the agency’s Delhi office. With over 20 years having spent 14 years across technology and planning director (NPD), J Walter Thompson of experience, Bhattacharya has worked across media industries. She has worked extensively (JWT) India. He has been with JWT for over six diverse categories such as food and beverage, with agencies in India, Europe and the USA in years. In his last role as senior vice-president and nutrition, confectionery, technology, automobile, building and executing key campaigns. executive planning director, Bhattacharya has been and durables.

line with Skore’s young brand imagery, is path- SKORE CONDOMS breaking as marketing content. With this song we hope to start a larger conversation around the brand and condom use. Skore believes in being ‘Desi’ Twist an integral part of its consumers’ lifestyle and we hope to achieve this through content that dips Skore Condoms launches ‘desi’ version of the ‘Champion’ Song to into music, dance, sports, and fashion.” promote its premium condom range. By News Bureau Talking about the spends for promoting the Champion Series during the product launch, he condom brand Skore has announced Vyas tells afaqs! that the company has allocated the premiere of Skore Champion song on `6-7 crore for the same. TYouTube featuring West Indies cricketers “Re-inventing popular culture is an enjoyable Dwayne Bravo and Chris Gayle. Bravo and Gayle job. More so, if you leverage it to the brand’s were recently roped in as brand ambassadors at advantage. The making of the video was clearly the launch of Skore’s Champion Series condoms a pleasurable and entertaining task in itself. The that come in the three variants of Zig Zag, Skin viewing of it will be no different. Gayle and Bravo Thin, and Timeless. provided the fun, energy, and glamour - both on As part of the campaign, the brand has the sets, and in the film,” adds Sunil Thoppil, re-created Bravo’s celebrated ‘Champion’ song Commenting on the new campaign, Vishal vice-president, McCann, Skore’s creative agency. with new lyrics and a quirky, entertaining video. Vyas, head of marketing, Skore Condoms, says, Skore is a part of the Indian business The song is a fusion of Hindi and English lyrics. “Roping in Bravo and Gayle has helped us launch conglomerate TTK Group. In a span of three The anthem celebrates all the bad boys out there our premium condom range, the Champion years, the brand claims to have become the third who play smart but quit being players when they Series, with the grandeur and awe that it deserves. largest condom brand in India. n can be champions instead. The new rendition of the Champion song, in [email protected]

22 afaqs! Reporter, November 1-15, 2 0 1 6

advertising NICOTEX How to Kick a Habit The nicotine gum brand targets the 30-40 year-old male smoker through this new campaign. By Sunit Roy

n order to create awareness and at the same time, introduce new based on consumer habits; we have among the Indian masses, flavours. recently launched a teeth whitening Iespecially among the youth to Commenting on the new variant which not only helps you quit stop smoking, and to promote its campaign, Himava Nath, head of smoking, but also whitens your teeth. product Nicotex, Cipla Health has marketing, Cipla Health, says “Our And, for the first time in the category, recently launched a new TVC. The core TG is 30-40 year-old men we have launched a stylish tin pack,” new ad film titled ‘Friends’, has been who want to quit smoking through informs Nath. conceptualised by Soho Square, alternate means (yoga, coffee, home What’s also intriguing is the fact Mumbai, and has been directed by remedies), but have been unable to do that although the number of women Kopal Nathani from SuperFly Films. so. Through research we understood smokers has increased in the past few The creative team includes Ankur that most smokers picked up the years, in the ad, there is no mention Jain, Sanjay Ujawane, Tiyasha Ray habit during their college days from of the female gender, and the way Ghosh, Pawan Pandey and Prashant an influencer friend, and the habit women should quit smoking. Why? Kandalkar. The ad will also be stayed. When such a close friend “Men account for the majority of available on digital platforms such as who initiated you into smoking quits smokers. The triggers for quitting YouTube and Facebook. and offers you a means (Nicotex also differ between men and women. “Nicotex contrasts Set in the backdrop of a college Nicotine gum) to quit, the trust Hence, in order to sharply target our the usual ‘gory re-union, the TVC shows two and belief in the fact that you will communication, we addressed only friends reminiscing about the times quit, is higher. We have built on this male smokers for now,” explains Nath. lung images and gone by and attempts to highlight the emotion through the film.” coughing-intensive’ struggles of a smoker who’s a fence- From the brand’s perspective, WELL COMMUNICATED? sitter when it comes to quitting. this is not an experiment. It’s a We asked the experts whether the communication that Speaking about the campaign, planned sequential campaign post ad succeeded in creating a buzz, and we keep seeing on Anuraag R Khandelwal, ECD and its (Nicotex’s) launch campaign a what was their take on the fact that creative head, SohoSquare, Mumbai, television and in says, “Smoking is on the rise and so Nicotex chewing gum is available in four the cinemas.” is the need to kick the habit. Nicotex is different because it intervenes flavours, and stylish tin pack. ANURAAG R KHANDELWAL in a positive manner and contrasts the usual ‘gory lung images and couple of years ago. The brand’s core the brand did not acknowledge the Suman Srivastava, founder coughing-intensive’ communication TG comprises smokers who have female smoker? and innovation artist, Marketing that we keep seeing on television had the habit for a while now. Harish Bijoor, brand expert and Unplugged, thinks that the ad is and in the cinemas. So, our brief The current market conditions founder, Harish Bijoor Consults Inc, good, but not great. “It is good to (Kopal) Nathani was to keep it are extremely conducive from a says, “The piece is totally centred because it targets the right age group simple, real and relatable while at product perspective. Consumers upon strategy. ‘I started you on it and of people and makes the suggestion the same time not to make it a tear- today are actively making choices I will get you off it’ is the line that that friends who started smoking jerker.” which enhance their health either works best in the context. This piece together, need to help each other quit Though there are several products by integrating healthier options or of communication addresses the together. I think there is merit in this in the same category such as Johnson completely removing bad habits. challenge faced by many a smoker idea. I hope that the brand is using & Johnson’s Nicorette, Pfizer’s Therefore, to best camouflage the squarely. It hits the right spot, that this insight to launch an integrated Champix and Birlaveda’s Quitobac strong taste of nicotine, Cipla Health of wife and child criticism, and programme that gets people to help doing the rounds of the Indian has launched Nicotex chewing gum helps position the brand Nicotex as their friends to quit. That might market, Nicotex has attempted to in four flavours - Classic Fresh Mint, a friend. The pace of the film is just really work for the category,” says grab the attention of the youth by Mint-Plus, Cinnamon, and Paan. right to communicate what it wants Srivastava. n launching a new marketing campaign “Nicotex is available in four flavours to communicate.” [email protected]

24 afaqs! Reporter, November 1-15, 2 0 1 6 jobswitch

Post: Art Director to co-ordinate with business units Advertising Pvt Ltd Post: Executive - Client Servicing Company: Collateral -The to gather information and craft Profile: The candidate must have Company: 3Dots Design Storytellers articles,messages, or newsletters degree / masters in advertising or Profile: The candidate should be Profile: The candidate will be Exp: 5 to 8 years Marketing. S/he should be good a dynamic go-getter individual required to create concepts Location: Mumbai with MS Office (Word, Excel and who understands ‘service’ in and strategies as per the brief Email: [email protected] Powerpoint), and have command advertising context and the understanding; ensure that desired ...... over the English language. S/he immense significance of the client time lines are being met. S/ should be able to lead a team, and role s/he plays. S/he should he should be able to work /think Post: Group Head Account handle clients independently. have good communication and independently, and lead a team, Company: Greysell Marketing Exp: 1 to 5 years presentation skills, fair knowledge as well as ideation qualities. The Promotions Pvt Ltd Location: Mumbai of Pune market and the ability to candidate must have knowledge of Profile: The candidate will Email: [email protected], retain accounts by consistently print and designing softwares. have to develop marketing and [email protected] generating new business, are other Exp: 5 to 7 years communication strategies for ...... prerequisites. Location: Mumbai assigned accounts, manages all team Exp: 3 to 4 years Email: [email protected], activities for assigned accounts to Post: Business Development Location: Pune [email protected] ensure timely deliveries, delegate Executive Email: [email protected] ...... responsibilities to team members, Company: Classic Advertising Group ...... and maintain client relationships Profile: An ambitious individual, Post: Branch Head / Head Business through effective communications. who is willing to pitch/drive new Post: Account Executive / Manager Development Exp: 5 to 7 years business for the agency. S/he should Company: Mangorange Productions Company: Adgear Media Pvt Ltd Location: Mumbai have good communication skill, and Profile: The candidate should be Profile: S/he would be responsible Email: [email protected] must be fluent in English. Fresher a keen event enthusiast with an for profitability and overall operation ...... will also do. attitude of perfection. S/he should of the northern region, and should Exp: 0 to 3 years posses go-getter attitude and be be a team player with excellent Post: PR Manager Location: New Delhi capable of servicing brands in areas communication skills. Preference Company: Vipra Dialogues Email: [email protected],ceo@ of events and activation. would be given to the candidates Profile: Recruit, hire, train, and advertisingindia.net Exp: 4 to 5 yrs. from Advertising/Media Industry. manage PR specialists. S/he will ...... Location: Mumbai Exp: 5 to 10 years have to evaluate and implement Email: arghabanerjeejobs@gmail. Location: Bangalore sales promotion programmes, Post: Administrative Assistant/ com Email: [email protected] develop PR strategies, campaigns, Computer Operator ...... and initiatives to improve pubic Company: Centum Advertising & perception of company, and Marketing Pvt Ltd Post: National Head Sales & marketing communications plan. 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S/he will need to Company: Makani Creatives Pvt Ltd Aakash Bhatia Hyderabad, Chennai independently handle large projects Profile: The candidate should be Ph: 09650544122 Email: hr.wallstreetoutdoor@gmail. and work with the team to come up able to working on briefs with a Email: [email protected] com with great ideas for various briefs, copywriter, generate ideas to present Sumeet Chandiramani ...... and handle photo shoots. to the clients, work on designs to (Mumbai) Ph: 09820590172 Exp: 5 to 8 years produce an effective advertising Email: [email protected] Post: Editor Location: Mumbai campaign, and produce sketches or [email protected] Company: Capgemini Email: [email protected] ‘storyboards’ to communicate ideas Profile: The candidate will have to ...... to the client. 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afaqs! Reporter, November 1-15, 2 0 1 6 25 presents campaigntrail New campaigns across television, print, out-of-home and digital media. VIDEOS

#SANDESH2SOLDIERS CADBURY 5STAR BIG BAZAAR Amidst heightened tension on the border, PM Narendra Showcasing the idea ‘Jo Khaaye Extra Kho Jaaye’, the new As an extension to the ‘Paper Patakha’ thought and Modi has launched a campaign through which people can TVC for Cadbury 5Star gives the iconic duo — Ramesh and the ongoing ‘Shubh Shuruvaat’ campaign, this year send their Diwali greetings and messages to soldiers Suresh — an aspirational and cooler look as they get on a hypermarket chain Big Bazaar has come up with another guarding the nation’s frontiers to boost their morale. vacation. The film brings out the good in getting extra lost ad which depicts a Big Bazaar employee visiting a "This Diwali, let us remember our courageous armed as the duo manage to save the day for a lady who is being blind school after finishing his shift at the store and forces who constantly protect our Nation. Jai Hind. I sent robbed. Targeting the youth, this new TVC aims to build celebrating Diwali with the kids there. The intent of the my #Sandesh2Soldiers. You could also do the same. appeal and depict the experience of having the refurbished film #YehDiwaliSabkiWali is to make Diwali celebrations Your wishes will certainly make our forces very happy", Cadbury 5Star. inclusive of everyone. he said in a series of tweets. Agency: Ogilvy & Mather Agency: DDB Mudra West

MARUTI SUZUKI CIAZ SAMSUNG PAYTM Maruti Suzuki has released a new campaign for Ciaz Samsung’s new TVC, which highlights its Quantum Dot Paytm’s latest digital ad for Diwali iterates how Paytm Smart Hybrid engine sedan. The TVC, featuring Ciaz Technology, carries forward the idea of ‘Kid’s dream Cash is the perfect gift for this festive season. The brand ambassador Ranveer Singh, brings to the forefront come true’ while trying to build an emotional connect humourous film depicting an average Indian household the technology and efficiency of a hybrid engine in with the Indian consumer. The ad is the story of a little tries to drive home the flexibility, convenience and safety regenerating energy. In the commercial Singh is seen boy who longs to see snow. The brand’s new technology that Paytm Cash offers. It concludes with the tagline, ‘Iss simply enjoying his drive whilst the car does all the work engineers a magical winter world for him, and finally Diwali gift main thoda thought bharo, Paytm karo.’ The of regenerating energy which sounds complicated but is his dream comes alive as he sees and feels snow inside message is that there’s no gift as thoughtful as Paytm actually quite simple. an igloo. Cash since the recipient can use it the way s/he likes. Agency: Hakuhodo Percept Agency: Cheil Worldwide SW Asia Agency: McCann Erickson

PRINT HERO SNAPDEAL AIRTEL SPLENDOR+ Online marketplace Telecom giant Snapdeal which Airtel has come Hero MotoCorp has recently launched up with a print rolled out its latest its new brand ad ‘Happy 360 brand campaign identity ‘Unbox Data Wali #DilonKiDiwali. The Zindagi’ to tap Diwali’ for the full page print ad the pulse of a festive season. for Hero Splendor+ confident and Featuring the celebrates the two aspirational India, Airtel Girl Sasha wheeler company’s has released a new Chettri, the ad milestone of crossing print campaign promotes the 70 million customers to promote its brand’s new while capturing the Diwali Sale. The offer of 10 GB festive sentiment print ad features data for `259 and spirit of Diwali. a little girl holding on 4G phones. The campaign is the rebranded The copy also about bringing Snapdeal box. It informs the people together by reflecting on traditions and creating also details some offers and the extra discount that can be reader that the offer can availed immediately on the My new ones. availed by customers transacting via HDFC Bank. Airtel app.

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26 afaqs! Reporter, November 1-15, 2 0 1 6