The Story of the Man Who Retired from Agency Life at 47
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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 ASSAM 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 India. new player. itoi 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 Mumbai 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 Uttar Pradesh 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, Bandra (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 Sridevi 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, Priyanka Chopra, 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.