The Sparks Fly New Hero of Adland Desi Ad with a Kiss Technology Has
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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.