November 1-15 2017 Volume 6, Issue 10 `100 BEING PRAVEEN KENNETH The story of the man who retired from agency life at 47. 14

6 8 10 PLUS POINTS OF VIEW Digipub 2017 16 MOVEMENTS Who is Where 20 CAMPAIGN TRAIL Ads of the Fortnight 21 TOURISM TROPICANA GHADI DETERGENT Attention Grabber Who is Jadav Payeng? Clean Strategy A 210-minute-long YouTube Paying tribute to the Forest The stance against dirt gets a version placed strategically. Man of . new player.

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This fortnight... Volume 6, Issue 10 he story of Praveen Kenneth is inspiring. This Bangalore boy came into the world EDITOR Sreekant Khandekar Tof advertising at 20 and today, at 47, he has already picked up his pot of gold PUBLISHER November 1-15 2017 Volume 6, Issue 10 `100 at the end of the rainbow and has walked into the sunset. While the rainbow, gold Prasanna Singh BEING PRAVEEN and sunset are all proverbial, I’m serious about the walking. A day after doing this EXECUTIVE EDITOR KENNETH interview with us, Praveen went to the wild grasslands of Bhutan for a 300 kilometre- Ashwini Gangal The story of the man who long sub-Himalayan walk that typically takes close to three weeks to complete. For ASSOCIATE EDITOR retired from agency life at 47. Sunit Roy 14 company, he took four mules and a local guide along. PRODUCTION EXECUTIVE Andrias Kisku About a fortnight back, Praveen announced his retirement from Law & Kenneth ADVERTISING ENQUIRIES Saatchi & Saatchi, after selling his share in the company for a gasp-worthy amount Shubham Garg to its parent network Publicis Groupe. In 2014, the network acquired 51 per cent of 81301 66777 (M) the agency, one he launched back in 2005 along with British adman and entrepreneur Apoorv Kulshrestha 6 8 10 PLUS 9873824700 (M) POINTS OF VIEW Digipub 2017 16 Andy Law and the late Anita Roddick, founder of The Body Shop. Noida MOVEMENTS Who is Where 20 CAMPAIGN TRAIL Nikhil Jhunjhunwala Ads of the Fortnight 21 ASSAM TOURISM TROPICANA GHADI DETERGENT Attention Grabber Who is Jadav Payeng? Clean Strategy 9833371393 (M) A 210-minute-long YouTube Paying tribute to the Forest The stance against dirt gets a version placed strategically. Man of India. new player. Taken as we all are by Praveen’s story, fact is we know very little about it. We know the highlights, as does the rest of the world, but we don’t really know his journey. [email protected] Lifestyle magazines call them ‘human interest’ stories. This interview – or shall we call MARKETING OFFICE it a biography? – was an attempt to get to know the anecdotes between the milestones. B 3, Ground Floor, Sector 4, Noida -201301

Praveen is not your typical flamboyant adman. In fact, as a very senior member of MUMBAI 302, Makani Center, 3rd Floor, his agency puts it, “Praveen was never part of the advertising industry...” Off Linking Road, (W), Mumbai - 400050 He’s not an adman. He’s a businessman. He shuns the limelight, something that’s SUBSCRIPTION ENQUIRIES earned him a reputation of being snobbish and arrogant. Talk to him face-to-face, and [email protected] it’s a different story. Owned by Banyan Netfaqs Pvt Ltd and Printed and published by Throughout our conversation, he grumbled that it felt less like an interview and Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, more like a blind date in which the girl was tossing strange questions to get to know Jawala Heri Market, Paschim Vihar, him better. New Delhi-110 063. Printed at Artz and Printz 208 DSIDC Sheds, Okhla Industrial Area, Phase 1, New Delhi - 110020

Ashwini Gangal [email protected] CONTENTS 19 18 NOKIA Connecting Again The Finnish brand makes a grand Indian comeback after two years.

11 22 AWARDS SIMERAN BHASIN Mindshare Tops Bragging Right Yet Again There is a reason why this CHING’S OATS Emvies 2017 saw entrepreneur - and her Mindshare repeat its company BRAG - is not Another Star to the Fore winning ways with afraid of the Zivames and stars in the desi- the Agency of the Clovias of the online world. Chinese noodles brand’s ad. Year prize.

afaqs! Reporter, November 1-15, 2 0 1 7 5 iit ASSAM TOURISM Attention Grabber

The three-and-a-half- audience is,” Haque says. minute-long YouTube Kailash Surendranath, ad film- maker and founder of Kailash version has been Picture Company, says, “A recent strategically timed. development is the presence of brand ambassadors for each state - Amitabh By Sunit Roy Bachchan, Shahrukh Khan, , all help to influence vacation ssam - the land of mystic decisions of the Indian traveller.” beauty - is known mainly for He adds, “Realisation has dawned Aits pristine locations, the one- upon the creative that tourists are horned rhino and its tea cultivation. adventurous and not just looking for Also known as the gateway to north- the front view of the Taj Mahal. So, east India, it has a rich legacy of one gets the budget and spends time culture and civilisation. To celebrate that, Assam Tourism has launched a new multimedia campaign with its brand ambassador, Priyanka Chopra. The film captures the beauty of the state along with its diverse and rich culture. The central theme of the campaign video is ‘Once you visit Assam, it stays with you forever’. It is depicted through the actress recalling her time in the state and getting carried away with the memories. As of now, only one film has been released on YouTube; the ad film will hit TV screens soon. A total of “We had to have multiple six films will be launched in 90 days. crews shooting The launch has been strategically timed keeping in mind the upcoming to cover multiple According to Senthil Kumar, chief and effort to create an almost fantasy tourist season. geographies, themes.” creative officer, J. Walter Thompson world of the destination.” Conceived and conceptualized India, today’s travellers do their Speaking about the challenges that HOUVIK OY by a seven-member team from two S R homework and search engine research agencies face while doing a tourism agencies - Yaap and Crayons - the on the destination and map out their campaign Veneet Raj Bagga, founder films were written by Rondeep Gogoi travels well before the actual date. and creative director, Onions (senior creative director, Crayons), especially those from Gujarat, Bengal Therefore, ‘Tourism Promotion’ or Creative Media, says “One obvious and directed by Arun Gopalan and and the Metro cities,” says Roy. ‘Destination Advertising’ has to rise difference is that of unforeseen Ken Rolston of Storytellers. Speaking Talking about the challenges to meet this smart traveller. contingencies when shooting an about the campaign, Shouvik Roy, faced during shooting the films, he “While no one can negate the experience versus a hard-sell product. senior partner, Yaap, who is heading says, “We started the project just power of print communication - that The scheduling and planning in this the project, says, “We are eyeing before the monsoon set in, so time will be the backbone of storytelling - kind of a project can be compared to global tourists and global tourism. management was a big challenge almost every hotel chain and location covering features in a product. The That’s why we thought Priyanka to because we had to wrap up the thrives on an inviting audio-visual challenge, therefore, is to make the be most suitable.” shoot in a definite time. Another was display or preview of the various best possible collaborative schedule The three-and-a-half minute covering the geographic vastness and attractions. And since a large section and plan, keeping unforeseen issues video that begins with Priyanka cultural diversity of the state. We had of these travellers is booking their in mind as well.” sporting the traditional Assamese to have multiple crews shooting to tickets and hotels online, it pays to Furthering the thought, Haque Mekhela chador and practising Bihu cover multiple geographies, themes.” be seen alongside online booking says, “Tourism campaigns need - the traditional folk dance form of windows and power up their search shooting equipment and gadgets that Assam - showcases pristine locations, DIRECTOR’S CUT engines with stunning long format enable us to capture the scale of such the Bhupen Hazarika bridge, famous Other states such as Rajasthan, or visuals that stimulate interest and places beautifully. And directors who cuisines of the state, dances, craze West Bengal, Kashmir, Kerala, completes the pitch,” Kumar opines. can capture such scale beautifully.” for football, the Kamakhya Temple Madhya Pradesh, and Gujarat, have Agreeing with Kumar, Azazul He adds, “The competition in and the cultural heritage of the state. had tourism campaigns. Unlike Haque, chief creative officer, Ogilvy this category has made the task Local talent has been included to previous campaigns that were South, says that travellers have of luring the traveller tougher. A depict the pride of Assam. launched some 10-15 years ago, most shifted to digital mediums. They tourism brand has to keep looking “It is expected that this film will of the recent campaigns have been follow travel apps, share, like and out for newer places to differentiate influence a lot of tourists from in long format, released on digital post travel stories and book tickets one state from another. Also, how Europe, east and south-east Asia and platforms first and then on TV or and hotels via online portals. “So to make a different looking tourism the Indian diaspora from across the print. We asked the experts ‘how for the tourism sector to choose the campaign is the biggest challenge for world to visit Assam. This campaign tourism advertising has evolved in digital platform for communication agencies and production houses.” n is also targeted at domestic travellers, the past decade?’ is quite natural. That’s where their [email protected]

6 afaqs! Reporter, November 1-15, 2 0 1 7

tisi TROPICANA Who is Jadav Payeng? Mindshare Content+, 101 India and Tropicana come together to pay tribute to the ‘forest man of India’. By Ramnath

ropicana, the packaged juice brand from the stables Tof PepsiCo, has recently launched a digital film ‘The Man Who Planted a Forest’. The brief was shared by Tropicana with Mindshare Content+ and the agency brought partners on board that includes 101 India, the digital content company which made this branded content film and 98.3 FM (renamed ‘98.Tree’ for two days) for the #GiftATree campaign. The film pays a tribute to Padma Shri Awardee Jadav Molai Payeng, also known as the ‘forest man of India’. The inspiring film traces his journey from 1979, when, at the “Mindshare came young age of 16, he started planting one sapling a day in the middle of a to us with the idea barren wasteland in Assam. Through about this man who his efforts, he has raised an entire forest in over three decades. Shot on has built a forest and location, the film captures the vast 1,360-acre located near we liked the idea and Kokilamukh of , Assam and is decided to do a small named after the ‘forest man’ himself. and decided to do a small inspiring approach a brand film differently (ad It’s only at the end of the film inspiring branded branded content piece on a man with pack shots and product features) that one would notice the Tropicana who has done something inspiring. to that of branded content? logo that appears. We asked Vineet content piece on a It worked very well.” Malhotra says, “Branded content Sharma, brand manager, Tropicana, man who has done Commenting on this association, is highly engaging and subtly allows if it worried him about people not Devendra Deshpande, head, for getting the message across to the noticing the brand logo since it something inspiring. Content+, Mindshare, says, “Trees audiences and that is exactly what comes right at the end. He says, It worked very well.” are as integral to earth as fingers are this piece of content by Tropicana “This is just one activity that we to a hand. Cutting down a tree in a achieves. From the direction point of have done. We had also partnered CYRUS OSHIDAR forest is like cutting off a finger of a view of a brand film or such content, with Radio Mirchi to bring alive the hand. Giving back to Mother Nature it is all about indoor shooting vs. thought and the purpose here was has always been a core fundamental outdoors. Brand films are shot more important. The idea was how best and there are many examples of of our organisation and we hope this in studios where the director has to build a property around planting how direct or indirect it can be.” campaign reaches a large number complete control over the lighting, more trees over a period of time.” He adds, “We (101 India) seem to of people and encourages them setting and other elements; this Brand Tropicana, in general, has have a more indirect approach where towards this cause. We at Mindshare allows for wrapping the shoot up nothing to do with trees, as such. there are less ads and more content Content+ are exceptionally happy within a day or two. This piece of We asked Cyrus Oshidar, MD and and there is certain believability and feel privileged to work with content, shot in the Molai Forest CCO, 101 India if that was a worry and that has tremendous value in Tropicana for a campaign which of Assam, has beautiful picturesque or a challenge for him while making shots and would have required more this film. He says, “At the end of The film captures the vast 1,360-acre Molai expertise and strategic planning on the day, you need to find a core that the part of the director.” works for your brand. I think there forest, named after the ‘forest man’ himself. Adding a little bit about his is a certain limitation to being literal. approach towards brand films as The whole advantage of branded this jaded communication chain of works towards such a great initiative.” compared to that of branded content, content is that you create stories messaging. It works for Tropicana This is not an ad but a piece Malhotra says, “My approach towards that fit with the brand first, but not and it is linked to what they want of branded content. We asked shooting any piece of content or for an ad. An ad film is a 30-second to do which is ‘#GiftATree’, a CSR our expert, Punit Malhotra, head, brand film, is first to stay true to the piece of communication where the objective that they had.” Dharma 2.0, an ad production brand ethos and ensure that the core client wants to say exactly what it Adding about Mindshare’s role, house from the stable of Dharma message shines through; while also wants about the product. A branded Oshidar says, “Mindshare came to us Productions, what differentiates being strategic and planning well in content piece, for my money, has to with the idea about this man who has the two from a direction point of advance.” n be a story which, in some way, is the built a forest and we liked the idea view? As a director, how would you [email protected]

8 afaqs! Reporter, November 1-15, 2 0 1 7

tisi

GHADI DETERGENT Clean Strategy Surf Excel has been saying ‘Daag Acche Hain’ for long. Now Ghadi Detergent takes a stance around ‘Mann ka mael’. By Sankalp Dikshit

hat comes to mind when you hear of ‘Ghadi WDetergent’? Most likely you’ll remember the brand’s jingle, ‘Pehle istemaal karein fir vishwaas karein...’ However, the brand has now moved away from its early advertising days and has turned a new leaf in “We wanted to its recently launched ad campaign - elevate the brand ‘#SaareMaelDhoDaalo’. Under this umbrella theme, from being looked RSPL’s laundry detergent brand, at as a very local Ghadi Detergent, has released its latest ‘Diwali’ ad that aims to Indian brand to a shatter stereotypes. The brand has brand that people already released two ad films in ‘#SaareMaelDhoDaalo’ earlier this can proudly own.” year on the occasion of Holi and Eid. AKASHNEEL All these films have been crafted and conceptualised by ADK Fortune. DASGUPTA In the past, Ghadi Detergent used to come up with ads that focussed roles that he has done are of corrupt solely on describing the functional cops. We hunted him down, made benefits of the product. However, him agree to do an ad in order to give the newer ads are purpose driven. viewers that sense of dread when they So, when and why did this transition see him for the first time and feel that take place? Ashish Makhija, brand he could be corrupt anyway!” informs manager, Ghadi Detergent, says, Dasgupta. Interestingly, Dasgupta “Ghadi, as a brand, was known to have also told afaqs! Reporter that the girl a very humble and sincere tone of in the Holi ad was a PR girl from communication. It is through this that Dentsu India! we could earn the trust of millions of this campaign.” Makhija says, “Ghadi (Detergent) has consumers. In 2015, our association In the past, brands such as Surf simply identified social ills that we A CLEAR WINNER? with the ‘Swacchh Bharat Mission’ Excel have already elevated the concept are all surrounded by, but somehow Ankeet Guha, creative head, Mad led to us doing a lot of groundwork of dirt to a higher level. Even though avoid discussing them in public. It About Digital, a Bengaluru based which was appreciated by everyone. both Surf Excel and Ghadi Detergent all began with a small idea where we digital agency, tells afaqs! Reporter that That’s when we realised we could are not identical, they still operate in were trying to tackle one such ill of despite the fact that all Diwali ads look connect with our consumers a lot the same space. So, how does the new women harassment and that’s when the same, this one will work because more by giving out a more meaningful Ghadi ad differentiate itself when this “Saare Mael Dho Daalo” came out as of the “realistic performances”. He message. Having said that, we have concept has already been used by Surf an interesting way to integrate with elaborates, “While the emotional ad not moved away from the functional Excel as its advertising shorthand? the brand. Following that, the Eid film isn’t exactly clutter breaking, it does platform, instead, both ‘Saare Mael highlight a very real prejudice that Dho Daalo’ and our core platform of The brand has recently launched an ad exists today against police officials. I ‘Pehle Istemaal Karein Fir Vishwaas campaign ‘#SaareMaelDhoDaalo’. like the fact that the ad sticks to the Karein’ will go hand in hand.” core idea of the campaign rather than Speaking on the same, Akashneel Dasgupta explains, “I beg to differ! was about saying sorry and not letting pushing us to consume the product, Dasgupta, senior vice-president and All the stories that we have told (Holi, egos come between relationships. which would have watered down the executive creative director, ADK Eid and Diwali ads) are very personal Our latest take is on stereotyping emotional connect.” Fortune, adds, “...until and unless stories. For me, Surf (Excel) is not a people based on their appearances. Amyn Ghadiali, group director, you have something dramatic to social campaign, it is a formula. They Why else would you be scared of a cop brand communications, Gozoop, say about the product there is no have an international format which is who is actually there to protect you?” tells us that the ad initially felt like point talking about it. Despite having coming out of South America and has Coming to the more interesting an OLX ad. “I believe a majority very high sales, Ghadi (Detergent) been adapted in India as ‘Daag ache dope, we managed to sneak some of people might feel the same. It always lacked that pride of ownership. hai’. Surf (Excel) always tells its stories trivia out from the behind-the- is definitely not advisable for any We wanted to elevate the brand through kids where there is always an scenes-action. “For the Diwali ad, we brand to be mistaken for another and from being looked at as a very angle of ‘do good’ involved. In our had earmarked one guy for the role of hence, while scripting, it is imperative local Indian brand to a brand that case, we are not saying to do any good. the police inspector. The cop in this that each instance is pared-down people can proudly own. We have We are not preaching to the world to ad is the guy who played a corrupt to the first recall it creates,” shares now seen a shift in terms of the brand do good acts.” politician in the movie ‘Masaan’ and Ghadiali. n equity scores of perception through Echoing similar sentiments, people remembered it. Most of the [email protected]

10 afaqs! Reporter, November 1-15, 2 0 1 7 tisi CHING’S Another Star to the Fore The desi-Chinese noodles brand releases an ad campaign, featuring Sridevi. By Sunit Roy

ndians love nibbling on snack the brand has recently launched an to their daily culinary issues. And foods every now and then. Today’s ad campaign, sans brand ambassador who better to do that than the uber- Imodern day mom (mother) has . Singh (Ranveer), cool wife/ mother herself - Sridevi,” a big challenge when it comes to with his antics, impressed audiences explains Lulla, chairman and creating snacks that are tasty and in ‘Ranveer Ching Returns’, an over managing director, Grey Group. equally healthy for her kids; especially five-and-a-half minute ad campaign “Over the past few years, Sridevi after they return from school or that cost a whopping `75 crore. The has made a mature and stunning play. There’s also a buzz on social film also starred Tamannaah Bhatia comeback in films as a stable family media, and in general, about mothers and was directed by . figurehead who knows what’s best for looking for better alternatives to This time, Ching’s Secret has her household while maintaining her regular snacking. brought diva Sridevi on quirky self. And that gelled well with To that end, most brands have board for their latest ad film. The Ching’s Secret’s new Desi-Chinese launched healthy options to their renowned actress plays a ‘Cool Mom’, Masala range. The addition of Sridevi consumables as consumers have who multi-tasks and juggles her daily to the brand has only helped bolster started to avoid junk food, thereby chores without compromising on her “While Ranveer Singh the image of Ching’s Secret as the resorting to healthy options like oats. children’s nutrition by serving them continues to serve ultimate authority when it comes to Recent trends have shown that there Snacky Oats. The campaign was Desi-Chinese,” Lulla adds. has been a spike in the demand for launched with a teaser ad in the form as an ambassador So, ‘has Ranveer’s equity run out? oats among Indians, who earlier of a silent film that showed a woman for the master Has the Ranveer Singh played his preferred idlis, dosas, poha, upmas, doing somersault while simultaneously role and is that phase over?’ afaqs! etc. for breakfast or as a snack. ironing clothes. The ad’s message brand, the masala Reporter asked? Taking its cue from this changing read — A Mom so cool, she doesn’t category needed a “Ranveer is ‘Ranveer Ching’. trend, Ching’s Secret, a brand that’s need rules. This was followed by He is an integral part of our brand known for its desi-Chinese noodles, another teaser ad with a soundtrack spokesperson with journey. You will see him very soon,” has recently launched ‘Snacky and a message that said “Launching aspirational affinity says Gupta. Oats’ that also comes with a Desi- Tomorrow”. On October 16th, the Desi-Chinese is loved by all yet Chinese twist. The brand researched ‘#CoolMom’ video, conceptualised towards the consumer consumed mostly outside of the the products intensively through and created by Grey Group, was home as it’s perceived to be somewhat consumer panels across 14 cities released and spread over - the Desi Mom.” cumbersome to prepare. Through in India before finalising the three speaking markets through television SUNIL LULLA this ad campaign, which has already flavours — Schezwan, Manchow and and various digital platforms. The film registered over a million views since Singapore Curry. has been directed by Maneesh Sharma its launch, the brand attempts to “Two years ago, research had with vocals by Hard Kaur and music Reporter asked. showcase how simple it is to make. thrown up an insight — mothers are by Shameer Tandon. “While (Ranveer) Singh continues “Capital Foods has bought a new looking for a better snacking product ‘Ching’s Secret has always had a to serve as an ambassador for the master lingo, style and way of presenting that children will enjoy, will be easy delicious ready-to-eat food. It focuses to make and will also be healthy. Ching’s Secret has recently launched ‘Snacky on a culture that is connecting with From that point onward we started Oats’ that also comes with a desi-Chinese twist. consumers. These campaigns are researching alternative products to seeing growth in daily sales. It’s fulfil this ‘want’. Hence, we zeroed good market share but never enjoyed brand, the masala category needed keeping the brand at the top of the down to ‘Snacky Oats’,” informs Ajay that brand recognition, so although a spokesperson with aspirational mind. That’s what counts. Strategies Gupta, managing director, Capital getting Ranveer Singh on board was affinity towards the consumer - the can change with time. Capital Foods Foods, adding “Ching’s Snacky Oats a strategic decision and not one to Desi Mom. The communication is remains focussed at fulfilling the are very tasty snacks that can be made help move the product off the shelf, designed to convince the gatekeepers strong need in ready-to-eat foods,” in three to four minutes.” what strategic role is Sridevi playing of the kitchen and provide them says Lulla. n To promote the new product range, in the current ad campaign?’ afaqs! with viable, quick and easy solutions [email protected]

afaqs! Reporter, November 1-15, 2 0 1 7 11

BEING PRAVEEN KENNETH

After selling his share in L&K Saatchi & Saatchi to Publicis Groupe, Praveen Kenneth has retired from agency life at 47. Here’s his story. By Ashwini Gangal

hen this story went my life. I’ll come back with a new “Make ‘first studied Science) made me the person to press, Praveen blueprint.” In a 2014 interview with I am today. In college, all my buddies Kenneth, 47, was me, Kenneth vowed never to start class’ mistakes. were my seniors. Because I joined completely off the another agency; “it’s an exhausting school a year earlier than normal, was grid, in the hilly business” he had said back then. Make epic 15 and a half when I joined Class 11. hinterlandsW of Bhutan, on a three Over several cups of tea and mistakes. Don’t All the older guys were big bullies – I week-long, 300 km solo walk, with giggles – (all traces of the angry had a choice between making them four mules and a local guide for young man, who built L&K over the make small my best friends and being scared of company. That’s Kenneth’s version last 12 years, gone) – at his Mumbai mistakes.” them,” says Kenneth. of walking into the sunset after office, I asked Kenneth about his life, Around the age of 20, he worked wrapping things up on the business the milestones that led up to this sale at agencies like MAA Bozell and front. and the lessons he picked up along Ogilvy in Bangalore – “I had a very About two weeks ago Kenneth the way. “Many people have tried ‘expensive’ girlfriend to manage and announced his retirement from L&K their best to ask me all this, but I’ve EARLY DAYS the only place I could find a job was Saatchi & Saatchi after he sold his avoided this conversation. I think Kenneth comes not from a in advertising” – and subsequently share to the agency’s parent network it’s best for people to know me for business family, but from a family of moved to Mudra. “When I was at Publicis Groupe for `380 crore (as what I do and less for who I am,” educationists. “I was a pretty average, Ogilvy I asked myself – ‘Why can’t reported in The Economic Times), he says. That’s about to change, I happy kid in school (St. Joseph’s, I be a CEO? Why should I wait till in what he calls “one of the best deals caution, before launching into the Bangalore). I was pretty smart, not I’m 48?’ possible...” at some point during the interview. Not many know that very intelligent. The most powerful At 25, Sorab Mistry hired him at course of this interview with me. he loves adventure sports like sky thing I had was common sense. In McCann Erickson. Kenneth was an Ask him about his next move and diving, trekking and rafting, by the many ways, what I became in college account director looking after South he says, “I’ve finished one part of way. (Christ College, Bangalore, where he East and West Asia; he handled

14 afaqs! Reporter, November 1-15, 2 0 1 7 the Coke business. “I was a young the then alien concept of ‘hot- account director working with a desking’) and radical business model bunch of 40-year-olds in the region. (all the employees owned the entire People said I wouldn’t be able to firm). Unfortunately, a year or so manage. I always took on jobs much down the line things between Law larger than who I was. Looking back, and the management of St. Luke’s I don’t think I did it consciously. It got bitter and he was forced to leave. was just ambition,” says Kenneth. However, the India office of St. Speaking of which, the question he Luke’s, that Kenneth was in charge asked himself about being CEO is of, was intact. the voice of an ambitious corporate climber. But the Kenneth I sit LAW & KENNETH: THE before today is every bit the fervent GENESIS entrepreneur. When did that switch How did Andy and Praveen, take place in his mind? entrepreneurs from different continents, turn their respective last YOUNGEST CEO TO names into a global agency brand? ENTREPRENEUR The agency was born when Kenneth “When I became CEO of Publicis took over St. Luke’s by acquiring India at 29 (1999), I realised what the company’s share in APAC (the was possible. The average age was ‘other’ 50 per cent) and subsequently 52! I realised that if I actually put launching it as a new agency, Law my focus back on myself I can & Kenneth, in 2005. But that’s the build a marvellous organisation. business bit. There’s an anecdote to go with it. Oh, of course it involves a bar, two drunk admen and an epiphany, duh! L&K “Andy and I were sitting in a bar in London... we were completely Saatchi & smashed. We said, ‘Let’s bring in Saatchi, from an ‘East meets West’ global agency. Our best buddy in those days was the start, had the Anita Roddick (founder of The Body reputation of being Shop, an account at St. Luke’s and Chiat/Day before that), who, by ‘entrepreneurially then, had been a friend of mine for run’. two years.” The late Roddick sold her company to L’Oréal in 2006. “In our drunkenness,” Kenneth narrates, “we called Anita and asked her for funds. She said, ‘No problem boys, you’re drunk now, come over for breakfast Also, I hated having bosses, I hated at 8 o’ clock tomorrow’.” authority. Another thing I realised this part of the world in 2002. One looking to start a new company. But Morning arrived, and all Roddick when I became CEO was – till then of UK’s most recognised business instead of starting his own agency said to the now sober duo asking it was all about Praveen Kenneth. thinkers and authors, Law began his the conventional way, Kenneth, her for money over coffee was: ‘I’ll It was all about me. I remember advertising career in 1978 and is then 32 years old, actively sought only give you money if you put your meeting Maurice (Lévy, former best known for leading the bold a partnership with an international names on the board.’ She wanted CEO, Publicis Groupe) in Paris then; and well documented buy-out of creative hotshop that didn’t have them to take full responsibility for he said ‘Praveen you’re an amazing the London branch of an ad agency presence in India at the time. The the company. That’s how Law & magician’, but I wanted to build a called Chiat/Day from its parent trend back then was for global Kenneth was conceptualised. The bunch of magicians...” he recalls. At network Omnicom in 1995, and for networks to enter our market by agency was launched in 2005 with this point, when the conversation the creation of St. Luke’s - a firm that buying an existing agency, but a offices across London, Mumbai, moves to his psychological transition played a significant role in Kenneth’s jobless Kenneth went pitching for Dubai, Stockholm, Sydney and from ‘employee’ to ‘entrepreneur’, professional journey. a partnership with a Western firm, Paris. The Indian part of the Kenneth starts scribbling on the table “Make ‘first class’ mistakes. Make solo. company was Kenneth’s equity. in upper case with a black marker to epic mistakes. Don’t make small “I approached everybody from The bulk of the agency’s business illustrate his points. The scribbling mistakes. I have had epic screw-ups... BBH, Wieden+Kennedy, St. came from the India market; it continues over the next hour. I had a great job (CEO, Publicis India), Luke’s... I approached them all. Only was here that most of the key “Christianity was built by 12 but it was my youthful arrogance that St. Luke’s came forward. I put my accounts were won and serviced. disciples,” Kenneth, a man of faith, made me say ‘I’m going to throw this hand out and the only one who Roddick’s influence brought in who has a dedicated cabin at the all and do something else...’ People came forward and shook it was Andy advisory support from Bill Dalton agency with burning candles and said, ‘That’s so stupid of this young Law,” says Kenneth. St. Luke’s and (former CEO, HSBC Worldwide), religious books including the Bible, kid’. Technically, it was the stupidest Kenneth had a 50:50 partnership. Theodore Zeldin (professor) and Bhagwad Gita, Quran, among thing to do. I quit and then struggled The task was to bring the agency Dave Stewart (musician). others, says, “You can change the for the next six months wondering brand to the Asia Pacific region, with L&K Saatchi & Saatchi, from world with just 12 disciples. I was what to do next,” Kenneth says about Mumbai as the hub. Described by the beginning, had the reputation lucky to find four... many followed.” his post-Publicis days. Harvard Business Review (Sept-Oct of being ‘entrepreneurially run’. He is referring to the early days of St. So, after working as CEO of 2000 issue) as “the most frightening Presently, the agency’s clientele Luke’s, an agency that British adman the agency for about three years, company on earth”, St. Luke’s was includes names like Renault, Hero Andy Law launched in London in Kenneth quit Publicis in January famous for its unconventional work 1995 and that Kenneth brought to 2002 and spent the next six months environment (the agency introduced continued on page >>

afaqs! Reporter, November 1-15, 2 0 1 7 15 oitsoiw Should web publishers be scared of Facebook? A panel of experts spoke about coping with changing algorithms, at Digipub World. By Ashwini Gangal

co-founder and group editor – digital, chief business officer, CEO and founder, CEO of WittyFeed Zee Media HolidayIQ 91mobiles.com

SHOULD PUBLISHERS BE AS PUBLISHERS, HOW DOES ONE KEEP THERE ARE PROS SCARED OF FACEBOOK? AS CONTENT UP WITH CHANGING AND CONS TO BOTH YES, I THINK WE PROPRIETORS, WE ALGORITHMS? OUR PLATFORMS (GOOGLE, SHOULD BE. EVERY ARE RESPONSIBLE THREE-PRONGED FACEBOOK). WE ARE SINGLE PUBLISHER, FOR CHANGING STRATEGY IS – CONFIDENT AND across the board, depends on consumer behaviour, to an automate, choose formats comfortable with cracking Facebook for 60-70 per cent extent. People ask for more cleverly and choose formats Google. We have understood of their referral traffic. So by videos because we are giving that can be automated easily; Google very well. The algorithm default they (Facebook) have them more videos. People will videos and images are formats is fairly clear. On Google, the a large (degree) of control consume whatever you give that you can automate easily. results are fairly stable and over us. But at the end of the them. In my last profile as Part of adapting to the predictable... but they take day, their (Facebook) shops editor at (dot changing algorithm is to not time. run because we put up our com), there was a standard thing think you know the audience There are multiple challenges content on their platform... where somebody would say, but actually use a test-and-iterate when it comes to cracking and if they keep changing ‘This story is doing brilliantly...’ approach. We see ourselves Facebook. Facebook is very things and are not aligned and that story was the lead story producing 10,000 pieces of opaque; they don’t tell you with us as publishers then on the Times of India homepage. content everyday; and that’s why they’re changing what they will also have a problem With so much direct traffic, of not going to happen through they’re changing... and how in the long run. So the way to course that story was doing content writers... people are often they will change (their navigate this is – stay within great... you’re playing it up. So if not reading much today. The algorithms). The second the policy guidelines, create as publishers we keep doing and world is turning visual, in terms problem with Facebook is relevant content... and the end promoting videos then yes of images and videos; Facebook that you have to produce game for Facebook or Google people will start consuming seems to have that conviction (content) daily... the life of is making sure people spend videos. too. We are investing in video content on Facebook is short. more time on their platforms; While Facebook isn’t formats. But on Facebook, unlike Google, if you help them do that, they compelling us, it is pushing You need to be present on you see results instantly. will love you. us – by giving publishers Facebook to manifest latent While I agree (content) minimum guarantees for videos, intent... Facebook is more fun seeding plays a big role, it’s by encouraging publishers to creatively, if you want to try new really not us who will decide put videos on their platform... things. Google is a little more what kind of format (of Facebook is pushing us. straightforward... and they favour content) will be consumed. big brands, according to us.

16 afaqs! Reporter, November 1-15, 2 0 1 7 oitsoiw Will advertisers pay a premium for a specialised web audience?

A panel of experts discussed the challenge and promise of specialised websites, at Digipub World. By Ashwini Gangal

business head, founder and director, vice president, general manager, product strategy, Moneycontrol 9.9 Mediaworx Isobar India Worldwide Media

THERE IS A CERTAIN ON MY SITES I GET MY QUESTION IS – WHAT THE OWNERSHIP PREMIUM THAT COMES, 10 MILLION UNIQUE DO YOU CONSTITUTE OF INNOVATION BUT ONE CANNOT SAY VISITORS EVERY AS ‘PREMIUM’? IF LIES WITH MEDIA IT’S A MULTIPLE OF A MONTH, I REACH OUT PUBLISHERS CAN DEFINE AGENCIES AND THE GENERIC NEWS SITE. TO 40 MILLION PREMIUM FOR US OWNERSHIP OF The challenge is – ‘plain jane’ people through social media. (agencies) or brands, then creating good content lies with advertising is not working. I’d be happy to get advertising brands will be more than publishers. Can we marry them? Digital media is about money, forget premiums! willing to pump in premium It’s not just about specialised performance; publishers – That’s where the struggle lies. monies... audiences; there are other large or niche – may talk Advertisers, media agencies and It’s important for niche interplaying factors. While we about branding, but I’ve been ad agencies are still owned or run sites to be able to define can harp on having curated sets here long enough to know by people from my generation or ‘premium’ and explain why of audiences that are ready on that fundamentally it’s about one generation older... they still an audience would come the table for you (advertisers), as performance. We need to park 90 per cent of their funds there and spend time there... opposed to you having to go to adapt and figure out what with traditional media. There the and why a marketer should large scale publishers and getting solutions we can bring to money just goes with good hope pay a premium for those sliced and diced data, which the mix in order to bring the and guesstimates by agencies... Do audiences when they can could be ‘stumbled upon’ data, user down to the conversion they even ask for unique deliveries, reach those same audiences command for premium pay comes funnel. There is some money CTRs, viewability, completed views, programmatically as well. from data (insights, engagement) that’s there for pure display conversion rates? But we as digital That’s a challenge. and format (inventory, placement, or pure branding, but if your publishers, who get the smallest Brand marketers are looking content). revenue aspiration is in the fraction of their media budget, at the end goal only, rather Between the starting point, 100s of crores of rupees, then get scrutinised and bashed, but than looking at the overall that is, specialised audiences that approach doesn’t work. just we have the data and can be funnel. Digital is not just a and the final point, that is, As publishers we need to measured? Instead, empower me performance medium - yes performance, there is a lot of market ourselves heavily. because I have the data... give me it is - but I think we should value that specialised publishers I don’t think a lot of us do more funds. be looking at brand building bring to the table. We partner that well. We also don’t I have an objection to saying too. What traditional media with marketers and media get enough ‘mindspace’ ‘performance equals sales’. can do, digital media can agencies to understand at what with agencies... Google and ‘Performance equals brand equity’ do better... with a layer of part of the funnel they want us to Facebook get 90 per cent of is just as important. performance (measurement) create value. the ‘mindshare’. and conversion as well.

afaqs! Reporter, November 1-15, 2 0 1 7 17 tisi NOKIA Connecting Once Again A look at the two-film campaign created by Dentsu One. By Suraj Ramnath

innish handset maker Nokia, who will identify with our brand and says, “It might be unfair to compare has made a big comeback our philosophy.” any of Nokia’s comeback attempts Finto the Indian mobile phone afaqs! Reporter asked Makkar to to the iconic stature the brand had market after a gap of two years with what extent is HMD India riding on over a decade and a half ago. The their TV ads — ‘Mom’s Bothie’ Nokia’s ‘residual equity’ in the market game changed for everybody, the and ‘#UniteForLove’ for its newly- while making this ‘comeback’? She Nokia brand (and company), the launched smartphone the Nokia 8. says, “HMD’s ambition is to set a new category, the dynamic ecosystem The ads have been conceptualised by standard in design, material quality which surrounds the device now Dentsu One and directed by Amit and manufacturing innovation across and of course, the generation. All in Sharma of Chrome Pictures. every tier of product by continuing support of Nokia, till now, however, Since the brand has been away to build on all the hallmarks of a true this piece of communication gives from the market for a couple of Nokia phone experience - reliability, away the age of the brand, a bit from years, afaqs! Reporter asked Titus quality and usability. Our goal is to the past and reminiscent of countless Upputuru, national creative director, take the brand to a new generation of such warm occasions we’ve seen Dentsu One, about the challenges mobile users.” brands seem to plant themselves in. he faced while making the comeback Early this year, when Nokia Timid and tepid.” ads for Nokia. announced its comeback with the “Our Brand metrics He adds, “Not being part of the He says, “People have these certain launch of Nokia 3, Nokia 5 and are very healthy high decibel, high energy brat pack, kinds of intangible experiences, Nokia 6, afaqs! Reporter asked our which almost all other brand seem which should go with the brand. experts the following questions across the funnel - to have chosen, is a sound step, but it We needed to be careful about not in a POV story: ‘How will Nokia high consideration, would be a hard high-ground to take going out of that experience and ‘connect to people’ again? Should and be refreshingly relevant, which connect with people who have that Nokia go out guns blazing with a very strong residual to my mind, the TV campaign is not. experience. At the same time, we also hot young brand ambassador? Or loyalty and strong ‘Bothie’ sounds like a fun concept, needed to connect with the people should it make good on past laurels but got buried in woolly thinking.” who do not have that experience, and piggyback on its residual equity, brand trust. Our Talking about the marketing who have possibly parted with the as experts call it? What is Nokia’s focus, therefore, strategy Nokia should approach, mobile phones of other brands. most prized weapon in its arsenal Razdan says, “A lot depends on the We needed to connect with them - advertising, distribution or old is not on building various elements of the mix and keeping in mind the heart of Nokia’s glory?’ salience, but in Nokia’s plan on targeting specific brand, which is to ‘#UniteFor’, a The experts had said that despite fact, on engaging segments. But from an overall point global tagline.” the brand having a great amount of of view, the reality will be more and with our consumers more feature loaded Android mobiles Nokia, has launched two TV ads — ‘Mom’s and fans. ” with massive firepower and visibility Bothie’ and ‘#UniteForLove’ for its newly- which seem to be a plenty. Brand JYOTSNA MAKKAR Nokia rises above them all, only launched smartphone the Nokia 8. because of its blue-blooded lineage. Somewhere, that badge needs to be Talking about the marketing residual goodwill in India, it is going good design, physical trials, and rejuvenated and refreshed; currently, strategy for Nokia, Jyotsna Makkar, to be a challenge for Nokia since it experience; fancy advertising will do I’m a bit underwhelmed.” head of marketing, HMD Global, is coming back to a cluttered them no good. Pramod Sharma, executive creative India, says, “Our Brand metrics are market in which competitors such afaqs! Reporter asked the experts director (West), Rediffusion-Y&R, very healthy across the funnel - high as Vivo, Oppo and Gionee are very if the idea and execution of the says, “Everyone is leveraging Diwali consideration, very strong residual aggressive with their marketing campaign for the Nokia 8 are good with the same ideas, same execution, loyalty and strong brand trust. Our strategy and present as sponsors in enough for it to make a strong impact same family drama. While it is ‘the focus, therefore, is not on building most major events and TV shows. in the minds of the consumers, thing’ to do, Nokia could have salience, but in fact, on engaging The experts had also said that Nokia keeping in mind the competition approached it a bit differently. Vivo/ with our consumers and fans. We can no longer sell only on the basis and their strategies. Oppo/Gionee, all communications will plan our marketing spends to be of the brand name. It will have to be Viren Razdan, managing director, looks the same.” n relevant to consumers who seek us, a combination of the brand name, Brand-nomics, a brand consultancy, [email protected]

18 afaqs! Reporter, November 1-15, 2 0 1 7 iit SIMERAN BHASIN Bragging Right Why the entrepreneur is not afraid of the Zivames and Clovias of the online world. By Sankalp Dikshit

ow many casual college we bring in a blend of comfort and hostel ‘crib sessions’ actually fashion. We design our products like a Hturn into passion-driven layer of clothing since we believe that business ventures? While some may a woman should not be ashamed of pass it off as frivolous talk, Simeran her innerwear. In fact, our customers Bhasin and Ivy Chin — college love showing them off by either best friends — translated their wearing it beneath a jacket or letting a conversation into a tangible reality. part of it peep out. Hence, we are not A discussion regarding the lack of a really fighting the Zivames and the Bhasin: sharing good Indian innerwear brand that Clovias of the world. We are in a very the inside story began in the hostel of Lady Sri Ram different space.” College ultimately culminated into The bralette company which their own company - BRAG. came into existence on April 4, 2016, the moment we show a sports bra, has become an “extended marketing Bidding au revoir to their high has released its first concept based the first thing that comes to mind is team for BRAG”. She elaborates, “For paying corporate jobs, both Bhasin digital video titled, ‘BRAG, set my Nike or Adidas. That’s the reality of me, an agency where the team aligns and Chin signed off as chief body free’. Previously, the brand a new brand breaking into the market and lives the brand, is always going to marketing officer, Wildcraft and chief released two short ads which were and the initial sense will be - ‘Oh I be the best agency. The 22feet team financial officer, GE Water (APAC) solely focussed on its products. The thought this was an ad for another are bang on with BRAG’s consumers respectively and began their journey recent minute-long ad however, looks brand!’ For us, the credibility came and so it is instinctive that this idea as entrepreneurs. It may sound strikingly similar to the Reebok ad first and we knew that whatever kind came from them. It wasn’t an idea simple, but it took around 20-odd featuring Kangana Ranaut and also of woman we show, the first thing which was briefed. We told them that years for these women to make their resembles Nike’s award-winning ‘Da would be that it seems like a Nike ad.” we are a start-up and don’t have the dream a reality. While a discussion Da Ding’ video. Hence, when brands When an ad triggers a different kind of monies that we would have on the lack of good innerwear may tread this slippery path of looking like brand recall, won’t it hurt the put behind Fastrack or Wildcraft.” have held merit 20 years ago, is this another brand, it could broadly mean communication purpose? “You have Bhasin tells afaqs! Reporter that still a pressing issue when brands like three things: — first, a small brand a point there and thank you for the she engages in debates with the 22feet Zivame and Clovia are dominating may deliberately be trying to imitate feedback. It is for us to repeatedly Tribal Worldwide team every now this segment? market giants in order to create differentiate and drum out something and then. “Very often they win and I “I think Zivame and Clovia don’t have to hand it to them because they dominate the Indian market,” says The brand has released its first concept based come back with valid feedback, views Bhasin, co-founder, BRAG, “They and opinions. All you need to do is may dominate visibility online video titled - ‘BRAG, set my body free’. give a good team some freedom so because they spend a lot of money, they can run with their ideas,” she but if you walk into stores where 99 similar recall in the viewer’s mind, unique and move away from that adds. per cent of innerwear is sold, these while another possibility could be the over a period of time. On one side, if Speaking about the media plan in brands are nowhere to be seen!” compulsion of crafting an ad as per an people compare us with Nike, then it her advertising mix, she informs, “We Bhasin tells that the distinguishing industry norm which may ride over is positive. But on other side, it should are targeting the top twenty cities. factor is her company’s TG profile any resemblance factor. The third not happen again and again. If people The reason why we are targeting only which is solely focused on school/ reasoning could be no reasoning at all are only thinking about Nike every these cities is that we have budget college girls and early jobbers, “...we and may indicate a brand’s blunder in time they see us, then it is not helping constraints. But otherwise, within are the country’s only teen innerwear not timely realising the repercussions us build BRAG,” adds Bhasin. our age group, we talk to women brand. Other brands in the market, of aping other brands. 22feet Tribal Worldwide is the across the country. We have girls from whether new age e-commerce “It’s not a happy accident as we are agency behind the new video. Bhasin, far-flung cities buying our products players or the Jockeys of the world, not trying to ape any other brand,” who has dealt with the likes of Lowe through e-commerce. Social media sell conventional bras which have explains Bhasin. “As a new brand in Lintas while working with Titan’s allows us to reach them.” n certain limitations. With our bralettes, the market, yes we were aware that Fastrack, shares with us that the agency [email protected]

afaqs! Reporter, November 1-15, 2 0 1 7 19 o

A round up of some major people MOVEMENTS/APPOINTMENTS movements in the last fortnight ADVERTISING DIGITAL Isobar India South East Asia. His last stint was Manipal Global Mobikwik Isobar India, a full-service digital marketing agency, Education leading their global expansion and MobiKwik, a digital financial services has appointed Suraj Nagappa as its vice president digital transformation. platform, has announced the appointment (VP). He will be based in the agency’s Bangalore of Rukaiya Rangwala as the business head office and head the business for south. Nagappa WPP India of MobiKwik Payment Gateway to drive will also be a part of Isobar India’s leadership team, CVL Srinivas has been named country manager, growth of the entity. Speaking about her which already includes Gopa Kumar - executive WPP India. He will take on this new role in new role, Rangwala says, “I am excited to vice president, Shekhar Mhaskar - VP, Anish addition to his responsibilities as head of GroupM join MobiKwik Payment Gateway at a time Varghese - NCD, along with Shamsuddin Jasani - in India. Srinivas will take over from Ranjan when mobile digital payments are at an MD, Isobar India. Kapur, who will continue as chairman of WPP inflection point. As a team, we will strive India. to extend MobiKwik Payment Gateway to UpGrad millions of businesses in India that need UpGrad, an online education company founded Cheil South-West Asia robust payment support.” by Ronnie Screwvala and Mayank Kumar, has Cheil Worldwide India has appointed Atika Malik appointed Vivek Kumar as the president, as chief strategy officer. With over 22 years of consumer business revenue. Kumar, who has experience, she will be responsible for integrated MARKETING joined as the B2C Head - UpGrad, will oversee all planning and strategy of the agency across all B2C revenue generations and expansion in global its business divisions. Prior to this, Malik was markets. An IIM Ahmedabad graduate (1999), associated with JWT for over a decade where she MRSS India Kumar comes with extensive experience in setting grew from being head of planning, Delhi to global Research company MRSS India has and scaling up education businesses in India and planning director, based out of Singapore. appointed Madhumita Chattopadhyay as vice president, Praveen Mettelu as research director and R Kumar as a MEDIA consultant. Chattopadhyay has about 25 years of experience in brand management, India Today Group Dainik Bhaskar Group business strategy and marketing research. India Today Group has appointed Kalli Purie Bhaskar Das will be joining Dainik Bhaskar She was associated with ABP for 14 years as vice chairperson. She has been working with Group as executive president. Previously, as VP, in charge of one of the strategic the organisation for the last 20 years and has he was working with Zee Unimedia business units and was also the editor of a held several important posts, the last being the as president, chief growth and innovation women’s lifestyle magazine - Sananda - in Group editorial director (Broadcast and New Officer. He will be working with Satyajit Sen West Bengal. Chattopadhyay also worked Media) at India Today. Aroon Purie, chairman Gupta, chief corporate sales and marketing in market research agencies like IMRB and editor in chief, India Today group, informed officer, Dainik Bhaskar Group. Das and International and TNS Mode and was a staff of her (Kalli Purie) appointment through Gupta will coordinate the corporate sales and member of the Technical Committee of an internal email. The email also stated that marketing functions along with achieving National Readership Survey (NRS). while he (Aroon Purie) has been at the helm the objectives of the company. Das holds a of the India Today Group for 42 years and was doctorate in media management and is based involved in its day-to-day operations, he would in Mumbai. now like to spend time on the strategic steering wherein he looked into the product development, of the Group and exploring new opportunities. allAyurveda.com marketing and investor relations of the company. All those who reported to Aroon Purie will now Baidyanath Group backed allAyurveda.com Over the past 13 years Bali has worked with report to the vice chairperson while the rest of has appointed Sandeep Bali as chief executive companies like Foxymoron, CouponDunia, the reporting lines and structure will remain officer. Prior to joining allAyurveda.com, Bali Kalaari-funded Embibe, Flightnetwork.com and the same. was the co-founder and director of WorkTNC Euromoney.

<< continued from page 15 stop being audacious, I will die.” out of the system after 1,000 days. And he stuck to it; about a fortnight back he sold his share in LIFE LESSONS the agency to Publicis Groupe. Being Praveen... Kenneth is more than just audacious. He Presently, Saatchi & Saatchi has about 8,000 MotoCorp, Dabur, Kent, Mondelez, Thomas plans well ahead of time. “When I began employees across 107 offices in 72 countries. Cook, Jockey, Pepperfry, Godrej, ITC and P&G (L&K) I was very clear that one day I will In India, the agency has three offices and 392 (Head & Shoulders, Olay, Pampers), among sell. And I was also clear about how much employees. others. The agency’s gross annual billing is money I wanted to make from the sale,” Our chat was peppered with several lessons. estimated to be around `400-450 crore. he says, adding, “I got much more than I Here’s a summary of Kenneth’s advice to Recalling the scale the agency managed thought I’d get.” In fact, six months after youngsters: “Ask yourself – ‘Is it possible to be to reach soon after it was launched, Kenneth setting up the agency, Kenneth went to meet who you want to be in life?’ It is. I was very says, “Within 12 months of its launch, Law & Maurice Lévy to offer equity and make him a clear I didn’t want to be denied in this life. Kenneth made a bid to acquire a medium sized partner. Lévy, however, said it was too early The world doesn’t doubt and limit you. People global network, which still has presence in and that Kenneth had better make it a viable doubt and limit themselves. You are your India. We raised (leveraged) the money – more business first. own enemy. Become your own best friend, be than 300 million dollars – but couldn’t service About a decade down the line, in 2014, bloody ambitious, work extremely hard... and the debt. That’s how audacious we were. Publicis Groupe acquired 51 per cent of Law & your life will change.” n People see being audacious as being cocky and Kenneth and integrated it with Saatchi & Saatchi [email protected] arrogant, but it’s not the same thing. The day I India. At the time, Kenneth alluded to walking

20 afaqs! Reporter, November 1-15, 2 0 1 7 citi New campaigns across television, print, out-of-home and digital media. VIDEOS

HIKE MESSENGER RELIANCE FRESH Messaging company, Hike Messenger has released a new ad Reliance Industries’ retail business, Reliance Fresh, film for this festive season. The minute-long video features has launched its new ad for Diwali which lasts for the title, ‘Hike - The Homecoming’ and attempts to capture roughly two minutes and is titled, ‘Dil se Manao PLAYGARD CONDOMS the spirit of the festival which is generally celebrated #BadiDiwali’. The video portrays various situations Playgard Condoms has released its latest ad film for the brand’s together with the entire family. The ad follows the journey of which bring home the idea that on Diwali, one should super dotted condom range. The video features along with her husband Karan Singh Grover. The ad aims to a boy who travels all the way from his campus to his home let themselves loose and enjoy the festival to the hilt. promote safe sex and create awareness about the subject. The to surprise his family. However, the ad takes a completely The ad has been directed by Rensil D’Silva and has been one and a half minute video, has been shot by Prasad Naik who is different route thereby providing an anti-climax. produced by Ignition Films. a known face in the Indian ad land. Creative Agency: J. Walter Thompson India Creative Agency: Utopeia Communicationz

AMAZON PEPPERFRY COCA-COLA Ecomm giant, Amazon, has released its new ad campaign Pepperfry.com has launched a new marketing campaign Coca-Cola has launched a campaign titled, ‘This Diwali, titled, ‘Join the #Sellerbration’. The campaign went on air ahead of the upcoming festive shopping season. The Celebrate Sibling Love with Coca-Cola’. In the campaign, the with digital films that leveraged drones to break through campaign includes two short films and star actor younger brother is shown bullying his elder sister, but when the festive clutter. Through the drones, the films simulated Rajkumar Rao in one of them. In the second video, he sees her looking tired after doing all the preparations customer walk-ins, facilitating customers to virtually share TV actress Mrunal Thakur is seen playing an Indian for Diwali at home, he pours her a glass of Coke and wishes their wish lists with sellers in addition to highlighting how housewife. The campaign has been built on the idea her a Happy Diwali. The ad also communicates the brand’s they transcend geographies to fulfil millions of Diwali that Indians shop to fulfil multiple aspirations during the new promotional scheme which offers guaranteed cash wishes. festive season. back on PayTM whenever a person purchases a Coca-Cola. Creative Agency: Leo Burnett Orchard Creative Agency: Law & Kenneth Saatchi & Saatchi Creative Agency: McCann Worldgroup India

PRINT MANYAVAR PANTENE MOHEY Procter & Gamble’s hair Ethnic wear brand care brand Pantene Manyavar Mohey has has come up with a released a new print ad. new print ad for its This ad is a part of the hair conditioner range. brand’s ad campaign titled, The ad features brand ‘#NayeRishteyNayeVaade’. ambassador Priyanka The ad features brand Chopra. The ad claims ambassadors, Anushka the brand’s conditioner Sharma and . to be world’s number one Kohli has been associated conditioner for stronger with the brand for some and smoother hair. The ad reads, ‘If you think your HONEYWELL time now, however Sharma came on board recently shampoo is good enough, think again...’ The ad American multinational conglomerate, Honeywell has in the month of October. The campaign also includes announces the company’s offer of providing a bottle of released its new print ad which features brand ambassador a video film which is one and a half minutes long. The conditioner free of cost whenever a user purchases the Khan. The ad informs customers that same was released on the brand’s YouTube channel on brand’s shampoo. Previously, actors such as Sushmita the product is available on e-commerce platforms and at October 20, 2017. Sen, Anushka Sharma, Katrina Kaif, Bipasha Basu, among brick and mortar stores like Croma. The ad specifies the others, have been the face of the brand. starting price point of the product to be `11,490.

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afaqs! Reporter, November 1-15, 2 0 1 7 21 ws EMVIES 2017 Mindshare Reigns Once More Star India and Vodafone India went on to win Client of the Year award. By News Bureau

Mindshare team celebrates the Agency of the Year AGENCY GRAND GOLD SILVER BRONZE TOTAL award (left); Members of Madison Media and Asian EMVIE POINTS Paints celebrate the Grand EMVIE indshare won the Media Agency of the Mindshare India 9 7 12 265 Wavemaker 4 11 13 235 Year for the third consecutive year at the Madison Media 1 3 4 5 130 M2017 EMVIES. The agency went on to Lodestar UM 2 3 5 85 win with a lead of 265 points that included nine MediaCom Communications 2 6 50 Gold, seven Silver, and 12 Bronze metals. Kinetic Advertising 1 2 35 Out of the nine Gold metals that Mindshare Dialogue Factory 1 3 25 won, three Gold awards came for the Star Plus, The Social Street 1 2 20 Ek #NayiSoch campaign under three different Initiative-Lintas India 1 2 20 categories (Best Media Innovation – Sponsorships, Isobar India 2 10 EMVIE For Good and Best Integrated Campaign Motivator 1 10 Tonic Media 1 5 – Media). The agency won three Gold metals for LIQVD ASIA 1 5 Hindustan Unilever’s Rin Antibac campaign (Best TOTAL 1 19 33 52 Media Innovation – Print – Dailies category), The See Through Toilet campaign (Best Media Note: Grand Emvie (20 points), Gold (15 points), Silver (10 points), Bronze (5 points) Innovation – Sponsorships category) and Dove – Challenging Beauty Stereotypes campaign (Best Asian Paints’ Hindi Search Ads for the First Time with 80 points each went on to win Client of the Media Innovation – Branded Content category). in India! campaign under Best Media Innovation year award. Asian Paints won a Grand EMVIE Mindshare won Golds for Nike India’s Da Da – Digital – Search category. The agency won two award. Hindustan Unilever won three Gold Ding campaign under two categories (Best Media Gold awards for Marico’s Nihar Shanti - Angreezi awards. Marico and Nike India won two Gold Innovation – Sponsorships and Best Integrated Patshala Funwala campaign under Best Media each. Tata Motors and One97 Communications Campaign – Consumer Durables). The last Gold Innovation – Radio category and Saffola Life won a Gold each. The categories mentioned for Mindshare was for United Spirits (Diageo), World Heart Day - Protecting the Nation’s Heart below were not taken into consideration while Bagpiper Club Soda’s Lights, Camera, Bagpiper campaign under Best On-going Media Campaign judging the Media Agency of the Year or Client of campaign under Best Media Strategy – Consumer category. Madison Media’s last Gold award was for the year, they were awarded nevertheless. Products – Beverages and Drinks category. Godrej Ezee, A Not So Ezee Challenge campaign Under Best Implementation Team of Wavemaker won four Golds; two for Vodafone under Best Integrated Campaign – Consumer the year (Best Media Innovation – Print – India’s How Vodafone used Airtel’s Open network products – Others category. Dailies), Wavemaker won a Gold for One97 campaign to increase subscribers under two categories Lodestar UM went on to win two Gold awards. Communications’ Paytm - Ab ATM Nahin, (Best Media Innovation – Digital – Multiple Platform The first award came for Amul’s How Amul Paytm Karo!!! campaign. The Young EMVIE of and Best Media Innovation – Digital – Display). The killed the Demonetization Demon campaign the Year award went to Mindshare India’s Binaifer agency won a Gold for Pernod Ricard India’s Royal under Best Media Strategy – Consumer Products Patel for Hindustan Unilever’s - David vs Goliath Stag Barrel Select – Large Short Films – Harnessing – Confectionary and Food category and Tata campaign. In the Media Partner of the Year the SPIRIT of the youth campaign under Best Media Tiago’s India’s first Virtual test drive to 4.7 million category, the TV award went to Colors and Star Strategy – Consumer Products – Beverages and prospects in one day! campaign under Best Media Sports; the Print award to and Bennett Drinks category. The last Gold award for the agency Innovation – Print – Dailies category. Coleman & Co (The Times of India); the Cinema was for One97 Communications’ Paytm - BOX Kinetic Advertising won a Gold for Work in award went to Dwarkesh Films – 50th Movie Office Weekend Planning campaign under Best India’s MUKHOTA Life Saving Mask campaign Productions; the Radio award went to Big FM; Integrated Campaign – Services category. under Best Media Innovation – Ambient Media the Digital award to Google; and Out-of-Home/ Madison Media won a Grand EMVIE and three category. Star India (3 Gold, 2 Silver and 3 Bronze) Ambient Media to Right Click Solution. n Golds. The agency’s Grand EMVIE award came for and Vodafone India (2 Gold, 4 Silver and 2 Bronze) [email protected]

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afaqs! Reporter, November 1-15, 2 0 1 7 23 AWARDS 2018

WINNERS 2017 www.vdonxt.com/awards.html