December 1-15, 2011 Volume 2, Issue 23 `100 34
DEFINING MOMENTS Bhaskar Das Chronicles of a 32-year- long journey at BCCL. 14
NATIONAL CREATIVE DIRECTORS The Glut Why agencies now have as THE many as three NCDs. NEW AGE 44 PLANNER PROFILE The role of the Mark Seddon account planner The new Saatchi & Saatchi has been CEO on his India outing. transformed over YAHOO! INDIA the past few New Tube 16 years. This is a CONGRESS cooler creature. Vote Catching 17 BIRLA CEMENTS Parrot Power 18 32 GODREJ Adding Sheen 47 5)&'00%.&%*""(&/$: J>DBP FABLP B>QROBP B@FMBP
450$,'00%*/%*"r"EJWJTJPOPG%*/0%*"r rJOGP!TUPDLGPPEJO EDITORIAL
This fortnight... Volume 2, Issue 23
EDITOR or many years, advertising was considered a text-oriented medium where the copywriter would Sreekant Khandekar Fmake a convincing pitch to persuade consumers. The art director, who was pretty much looked PUBLISHER down upon by the copy man, was supposed to work as per the writer’s brief. Prasanna Singh EXECUTIVE EDITOR In the ’60s, Bill Bernbach demolished the wall that existed between copywriters Prajjal Saha and art directors, when he put copywriter Julian Koenig and art director George Lois SENIOR LAYOUT ARTIST December 1-15, 2011 Volume 2, Issue 23 `100 as a team at Doyle Dane Bernbach (DDB). The immediate result of this partnership Vinay Dominic 34 was the Volkswagen’s Think Small campaign – one of the most iconic works in the LOGISTICS history of advertising. Rajesh Kanwal
DEFINING MOMENTS Bhaskar Das Chronicles of a 32-year- ADVERTISING ENQUIRIES long journey at BCCL. Fifty years later, this art-copy partnership seems to be losing its relevance in the 14 Neha Arora, (0120) 4077866, 4077837 current context. Noida Khushboo Varadkar, (022) 40429702-5 NATIONAL CREATIVE DIRECTORS The art-copy partnership worked quite well for print as well as the broadcast The Glut Why agencies now have as Mumbai many as three NCDs. THE 44 media. But, as media – social, interactive and integrated – developed, ad agencies NEW AGE worldwide started trying out new team combinations. Some examples: the creative [email protected] PLANNER paired with the technologist, creative with social media specialist or the copywriter Marketing Office PROFILE The role of the Mark Seddon B-3, First Floor, Sector-4, Noida-201301. account planner The new Saatchi & Saatchi CEO on his India outing. working with the interactive designer. has been Tel: (0120) 4077800. transformed over YAHOO! INDIA the past few New Tube 16 years. This is a CONGRESS cooler creature. Vote Catching 17 In India, in the last few years, we have seen a new team, that of creative director Mumbai BIRLA CEMENTS Parrot Power 18 32 GODREJ 501-502, Makani Center, 5th Floor, Adding Sheen 47 and planner. Today, they bounce ideas to each other and create a campaign together Off Linking Road, Bandra (W), - the planner is no longer just a data analyser or a writer of briefs. Mumbai - 400050 Tel: +91-22-40429 709 - 712 The truth is that the planner is a transformed man now, and there are several reasons he has Bengaluru changed. The current issue explores those reasons. S-1, New Bridge Corporate Centre, 777 D, 100 ft Road, Indira Nagar, While media fragmentation changed the planners in a big way, planning as a function has Bengaluru - 560038, India bifurcated into various streams, with clients wanting them to work closely with the creative. The Subscription Enquiries official brief writer would often, turn out to be a critic of his own agency’s creative work in front of Garima Agnihotri, (0120) 4077837 the client, which for obvious reasons did not go down well with his creative colleagues. Realising [email protected] the point of pain between the two departments, clients began to ask for a combined meeting, which Printed, published, and owned by eventually brought the two closer together. Prasanna Singh, Publisher, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063.
Printed at Cirrus Graphics Private Limited B-62/14, Naraina Industrial Area, Phase II, New Delhi – 110028. Prajjal Saha Cover Illustration [email protected] Gogol CONTENTS
52 24 PLUS
COMSCORE BONZAI.MOBI Smart Selection NRI Netizens 22 A new software to HINDI SERIALS ensure ads appear only on news media Perception Problem 40 websites. MTS Wooing Women 43 BY INVITATION 16 22 John Merakovsky VODAFONE Cracking the mobile Red Goes Blue 45 advertising code. 28 STAR NEWS POV A Winning Formula 50 Going Pan-India INDIGO TATA TEA Can regional English dailies High Altitude Strong Brew BOSCH make an impact in the national The low-cost airline’s new Tata Tea tries to strengthen Gateway to India 53 market? Broadway inspired TVC. its connect with housewives.
afaqs! Reporter, December 1-15, 2011 5 QUO Sponsored by
amal Oberoi, the former which operates in the economy chairperson and managing and budget hotels category plans Kdirector of M&C Saatchi, is to launch its services in India by back in business with the launch February. Besides creating the com- Adidas> The German sportswear giant is finally set to of the branding and communica- plete India entry plan for hospitality launch the much awaited $1 shoe in India. Adidas earlier tion consultancy firm Quo in India. brands, Quo will also help them with attempted a similar move in Bangladesh, but it flopped as it Oberoi will head the Indian business on ground execution. Quo had couldn’t keep the price tag as low because of high produc- as chairman, along with recently launched tion costs and import duties.The price eventually ballooned to Caroline Rowe who the logo of Maldives nearly $7 a pair. It managed to sell only 5,000 pairs during will be the managing Tourism, as part of its the trial. The company believes that unlike Bangladesh mass partner of the firm. work for destination production would be possible here given the size of India’s Speaking about the tourism agencies. market and the economies of scale it can leverage. launch, David Keen, Currently, the chief executive officer, Delhi-based consultan- Quo Global, says, “The cy firm has a team of Kraft has Kraft Foods> The global food giant is betting big on India. future lies in being a four people, with plans increased its After acquiring Cadbury, Kraft hopes to become one of the specialist. At the same to recruit a few more. advertising and five biggest food firms in the country. Besides inheriting time it is also true that Oberoi elaborates, “We Cadbury’s strong portfolio here, Kraft sells its own brands a communication strat- plan to hire a couple of marketing outlay such as Oreo and Tang. Kraft has also upped its investments SUSHIL KUMAR in India. Its outlay for egy can also be created local strategists, along in India by 70 MARKETING advertising, marketing by a traditional agen- with a few brand man- percent. has gone up by 70 per cy. But as a specialist, agers. As of now, we cent this year. one can monitor and have no plans to expand control all aspects of our base to other cities a brand than just take in India. We will use Titan Industries> The Indian watch maker is gearing up on the positioning of the resources from our to acquire the Swiss watch brand Favre Leuba for close to a brand. A traditional main base in Bangkok, `14 crore. The company has signed a binding offer with Favre agency can only create which has a strength of Leuba. The acquisition will provide the company with global a strategic positioning about 80 people.” rights to the marque. For Titan the strategic rationale behind and promote it.” Travel and tourism the acquisition is to complement and strengthen the existing The newly launched is one of the fastest portfolio of the company with a Swiss heritage brand. Favre consultancy firm spe- growing sectors in Leuba, founded in 1737, has had a strong international Oberoi (top) and Keen: a cialises in travel and India. Analysts estimate presence. tourism, and the hos- new frontier foreign exchange earn- pitality sectors. ings from tourism to According to For Quo, the top $15 billion this The Mia collec- Tanishq> Tata Group’s jewellery arm has launched a new Oberoi, Indians year. tion is available line called Mia for working women and the youth. The collec- are one of the high- focus will be on Going ahead, in tion is high on the design quotient, lightweight, affordable and est spenders when it lending hospitality the next six months at 130 Tanishq has over 100 designs priced at `5,999 onwards. The collec- comes to travel and Oberoi hopes to win a outlets in tion is available across 130 Tanishq tourism. The tim- brands a clutch of home-grown 76 cities. outlets in over 76 cities. Additionally, ing is, he argues, character, and hospitality businesses. the brand is targeting opening about perfect to get a special- then define and The launch of a digital 10-15 stores every year in tier II and ist firm to take on the strategy for one of the III cities. category that has lim- shape it. brands in the hospital- ited resources when it ity sector is also in the comes to branding and creating a pipeline. Oberoi adds, “We will do Godrej Locks>The security hardware division of Godrej & clear-cut strategy. the entire work for a brand, create Boyce, is eyeing a 25 per cent growth in revenue this fiscal The consultancy firm is working an identity, as suggest communica- at `397 crore due to an increase in demand in both domestic with brands in the hospitality sec- tion strategies. The focus will be on as well as overseas markets. Last year, the division had a tor like Zinc InVision Hospitality lending the brand a character, define revenue of `320 crore. According to the company, its sales and Jetwing Hotels. Jetwing and shape it.” grew at a faster clip than the industry average of 15 per cent. The domestic locks market dominated by the unorganised sector is estimated to be close to `2,500 crore. Godrej is also QUOTE OF THE FORTNIGHT a major exporter to developing markets like Sri Lanka, Nepal, ‘‘Every rupee we save in the Middle East and Africa. supply chain, we want to pass on to the consumer. Procter & Gamble> The FMCG major is planning to locally manufacture several products such as diapers and Temporarily, it may look like skin creams that it currently imports. For instance, both Olay cutting down orders, but it is a and the diaper brand Pampers are imported into the Indian one-time correction to have a market from Thailand. More local production will lower P&G’s costs. It will also enable the company to slash prices signifi- leaner inventory.’’ cantly and expand the reach of its products. In many of the SADASHIV NAYAK, JOINT-CHIEF EXECUTIVE OFFICE, BIG BAZAAR IN categories where P&G imports, it is forced to operate only in BUSINESS STANDARD ON CREATING A LEANER INVENTORY IN RETAIL. the premium segment. Now, that will change.
6 afaqs! Reporter, December 1-15, 2011
THE CARAVAN Sponsored by
he monthly Caravan maga- zine, which was re-launched Tafter 22 years, will celebrate the second anniversary of its second coming this month. To commemo- Zee TV> Hindi GEC Zee TV is launching a new fiction show rate the occasion, the magazine will Afsar Bitiya on 19 December. The show will highlight the bring out a special issue in January. importance of educating the girl child. It will air Monday- Delhi Press, which publishes the Friday at 7 PM. Afsar Bitiya is the story of a girl who makes magazine, will also increase the cover a mark in her life and becomes someone to reckon with in price of the long-form features mag- society through sheer hard at school and college. Afsar Bitiya azine from `40 to `50. is produced by Rakesh Paswan under the banner Village Boy MEDIA To mark the anniversary, as well Productions. as the New Year, Caravan will bring out a special 30-page comic novella by graphic novelist Joe Sacco, an Al Jazeera>Al Jazeera English is expanding its reach in American artist, journalist, and a India with a launch on the leading direct-to-home (DTH) oper- cartoonist who is credited with the ator Dish TV. With the deal in place, the channel will reach creation of graphic novel war report- 11.7 million households and 48 million individuals across age. In 2010, Sacco spent weeks in India. It will be available in the family pack option. Al Jazeera Uttar Pradesh to reproduce the story English is an international news channel headquartered in Qatar. Critically acclaimed for its "unbiased" reportage, the of the lives of poor vil- channel has over 70 bureaus around the world. lagers. In its second from the existing for- The magazine is coming, Caravan mat, the new design also in the process of has been developed developing a 100-page has positioned keeping in mind the Deccan Herald’s Deccan Herald> The Karnataka-based English daily, style supplement that longer reading expe- new edition in Deccan Herald, is all set to launch its Delhi edition on itself as a long- December 11. This will mark the paper’s maiden foray into will be released along rience that Caravan Delhi marks the northern India. The newspaper is with the magazine in form, narrative offers its readers. paper’s foray into published by The Printers (Mysore). February 2012. The driven features Along with the north India. The Delhi edition of Deccan Herald style supplement will magazine on website, there will is expected to have an initial print have content on style, be some changes in run of around 15,000 copies. fashion, design, and politics and the print magazine’s lifestyle, as well as lei- culture. design as well. “The sure and travel from changes in the website India and around the world. and the magazine are being done to Ten Sports> Ten Sports has entered into a long term partner- “We will approach style, fashion, incorporate learnings and observa- ship with International Hockey travel, and design through a cultural tions of the past two years so that Federation to acquire the broadcasting rights for the major prism, narrating our stories as critics Caravan is seen not only as setting FIH Championships till 2014. As part of the agreement Ten and storytellers. Our photo essays a benchmark for long-form narra- Sports will be broadcasting over 50 matches involving India in on fashion and design, will explore tive writing, but also for its design the next four years. Interestingly, Ten’s rival Neo Sports has style through the lens of reportage. and online reading experience,” adds teamed up with the rebel World Series of Hockey. Our art photography will both Nath. engage and entertain the fashioni- The Caravan was re-launched in stas,” says Anant Nath, managing 2010 with a print run of 18,000. The fund is yet Veria Living> Zee Group chairman Subhash Chandra has editor, Caravan, and director, Delhi Today, it has a circulation of 42,000 another step in announced the creation of a $250 million content develop- Press Group. copies a month, the company claims. ment, production, co-production and acquisition fund for Veria In order to strengthen its pres- The magazine’s web traffic is still Zee’s plans to Living, the network devoted to showcasing wellness program- ence in the market, the magazine small but is growing. Delhi press expand Veria’s ming and related content across multiple media platforms. will unveil a revamped website in also publishes magazines such as global presence. The fund is yet another step in Zee Groups’ strategic five-year February to allow greater social Women’s Era, Saras Salil, Champak plan to further expand Veria’s presence in the US. media engagement. An upgrade and Grihshobha.
Big CBS Networks> Big CBS Networks has announced a QUOTE OF THE FORTNIGHT new local show, India’s Glam Diva, which follows close on the heels of its India’s Sexiest Bachelor. Ladies from the enter- ‘‘Process in media delivers. tainment industry of India will be judged by a special panel, Most people will say content and the viewers to select the ‘Diva’. The show is scheduled to or idea, but businesses built hit the screens sometime in December. around process are more sustainable. And in TV this Star World> The English GEC is set to launch a new local show Love2HateU, which is being positioned as a bold, edgy doesn’t happen.’’ and daring format. Hosted by Arjun Rampal, the show brings celebrities face-to-face with some of their strident critics. Celebrities such as Chetan Bhagat and Karan Johar will be SUNIL LULLA, MANAGING DIRECTOR AND CEO, TIMES TELEVISION NETWORK, ON THE NEED TO BUILD PROCESSES IN MEDIA, IN BUSINESS STANDARD. grilled by their critics, and they will get a chance to explain the ideas behind their creative output.
8 afaqs! Reporter, December 1-15, 2011
FESTIVAL OF MEDIA ASIA Sponsored by
uge changes are taking place series, the brand also created a music within the communica- video, a mobile magazine, and an Htion ecosystem, and these MSN social game. The TV drama are exciting times where marketers was a hit and resulted in building a have a plethora of opportunities to large following for the brand, both ITC> ITC is currently scouting for a creative partner. It has connect with consumers like never online and offline. called for a pitch for its education and stationery business before, according to Rahul Welde, “We love success, but we love which includes the brands Classmate, Paperkraft, and Colour vice-president, media, Unilever Asia, experimenting more,” said Welde. Crew. The pitch process is currently underway in Chennai. Africa, West Asia, Turkey, and Russia At the same event, Carolyn Around six agencies are reportedly in the fray. The first regions. Everson, vice-president, Global round of presentations is already over. The incumbent agency Welde was speaking at the recent Marketing Solutions, Facebook, too on the business is Rediffusion-Y&R Chennai. The range of Festival of Media Asia held in spoke on the subject of engagement, products in this division of ITC includes notebooks, writing Singapore. Experiences and inter- and how Facebook was pioneering instruments and geometry boxes. action are two key focus areas for that in the social media space. Unilever, Welde added, citing the “There are over two billion com- examples of its campaigns for the ice- ments posted on Facebook everyday, Voltas> The Tata Group’s engineering firm Voltas has cream brand Magnum, and it’s now the num- called for a multi-agency pitch for its air-conditioning and the shampoo brand ber one site for sharing business. The pitch process, currently underway in New Delhi, Clear. photos,” Everson said. is in the initial stages. Capital Advertising is the incumbent While promoting With new features such agency for the business. The size of the business is estimated ` a new Belgian choco- as Facebook Timeline to be around 50 crore. Prior to Capital, the account was late flavour for the and Sponsored Stories, handled by Euro RSCG for more than eight years. In 2010, the company shifted its media duties from MPG to Lintas Media.
ADVERTISING ice-cream, the brand The offline and the level of engagement wanted to build a con- online worlds is only going to go up. sumer experience. To According to her, ACCOUNT MOVEMENT do this it launched of consumers offline and online >> the first ‘Magnum worlds of consumers are coming The classifieds portal Sulekha.com has Cafe’ in Jakarta. The are coming together > assigned its creative duties to Interface cafe was successful in together on an at a scale we’ve never unprecedented Communication, while Lodestar UM has won creating over half-a- seen before, and thus the media duties. The company had called million conversations scale. Marketers marketers are losing out for a multi-agency pitch in Chennai, where it is on Twitter within days lose out if their on value if their TV or headquartered, in August 2011. This was the first of its launch. outdoor campaigns do time that the portal had called for a creative, as “This was not just campaigns don’t not have social media well as media pitch. Prior to this, Sulekha.com a one-off campaign; have social elements woven in. worked with both creative and media agencies on rather, we are able to In India, several BTL a project basis. engage our audience media elements campaigns are often through a long-term woven in. accompanied by a dedi- brand experience. cated Facebook page. Leo Burnett has We even had people This was the first > won the creative duties for approaching us to become Magnum time The Festival of Media, a global GlaxoSmithKline Consumer café franchisees,” Welde said. marketing and media event was held Healthcare (GSKCH), the Another example Welde cited was in Asia. Aimed at communications consumer products division of GlaxoSmithKline India’s pain-relief brand Iodex. The that of Unilever’s shampoo brand professionals across the Asian mar- agency won the business after a multi-agency pitch that was held in Delhi. Leo Burnett Clear, in China. Hoping to make the ket, the event tried to bring together beat Grey, TBWA/Anthem, Taproot, Publicis India, Ogilvy, and JWT to the account. brand a part of popular culture, it the continent’s most influential mar- The size of the account is said to be around `10-15 crore. JWT is the incumbent built a 36-episode TV drama around keters, media owners, and media agency on the business. it. The story of the show Unbeatable agency networks. revolved around a PR agency which The festival held last month had Clear shampoo as a client. included conferences, exhibitions > Red Digital has been roped in As an extension of the and an awards ceremony. to handle the social media campaign for World Series Hockey (WSH). QUOTE OF THE FORTNIGHT Red Digital will manage WSH’s Facebook fan page and Twitter handle, and provide the latest updates on the league. The mandate also includes keeping fans abreast of the latest happenings in ‘‘India has the creative the upcoming hockey series through viral activities such as trivia, talent but has not been able games, polls, promos, and contests. The objective is to resurrect the to harness it and put the love for hockey and create an emotional connect with hockey lovers. country on the global map. Perhaps what’s needed is to > ANC has won the creative duties for the industrial and decorative painting amalgamate the Indian style solutions brand Shalimar Paints. The brand is soon to undergo a revamp in terms with global trends.’’ of its branding and product packaging. The agency will create an umbrella branding for the entire company and its various products, including new launches. The TOM DOCTOROFF, DIRECTOR, JWT, NORTH ASIA AND CHIEF EXECUTIVE OFFICER, JWT, GREATER CHINA, ON WHETHER INDIAN ADVERTISING HAS development followed a pitch process that involved WHAT IT TAKES TO REPRESENT ASIAN ADVERTISING, IN BRAND EQUITY. eight agencies including Lowe Lintas and Mudra.
10 afaqs! Reporter, December 1-15, 2011 This Christmas
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International Leaders and India’s Foremost in Work-Life Benefits, Rewards and Loyalty Solutions edenred.co.in 1. CHALO ! BLACK – BLACK KHELEIN… (RAGINI KHANNA & SAUMYA SETH), 2. THE PERFECT COUPLE! (KAPIL SHARMA & BHARTI SINGH), 3. JAHAAN PE NIGAAHEIN, WAHIN PE NISHAANA (RAGINI KHANNA), 4. DOLI SAJA KE RAKHNA… (KRITIKA KAMRA) , 5. DUNIYAWAALON ! YE BASANTI MERI HAI… (VAHBBIZ DORABJEE & VIVIAN DSENA), 6. BAJ GAYI SEETI… (ADITI GUPTA), 7. CHAPPA CHAPPA CHARKHA CHALE… (FARHINA PARVEZ JARIMARI & SAUMYA SETH), 8. MR RAJENDER AGARWAL, MD, AGARWAL PACKERS & MOVERS AND MR NEERAJ SANAN, EVP, MARKETING & DISTRIBUTION, MCCS , GIVE AWAY 'BABUL KI DUAEN...' AWARD TO AHEM MODI, 9. DULHAN BANOO MAIN TERI (TINA DUTTA & SARAH KHAN), STAR News celebrated 7 glorious years of leadership of their popular show “Saas Bahu aur Saazish” on 13th November, 2011 at Intercontinental The Lalit, Mumbai. The event was graced by who’s who of the TV industry. Former TV Star, Vidya Balan, added her oomph to the evening. Comedians Kapil Sharma & Bharti Singh had the audience in splits with their antics. Stars partied and socialised with their 7 biggest fans selected from a contest held on the official SBS facebook page.
10. SAB ‘GOLAA’ MAAL HAI… (MUGDHA CHAFEKAR & RAJAT TOKES), 11. JODI NUMBER 1 (DEBINA & GURMEET CHAUDHARY), 12. MR ASHOK VENKATRAMANI, CEO, MCCS GIVES AWAY 'TUJHE MAI RAB DIKHTA HAI' AWARD TO RAGINI KHANNA, 13. DULHA TU…DULHAN MAIN BAN JAAUNGA… (MUGDHA CHAFEKAR & RAJAT TOKES), 14. OOH LALA LAA ! LO MAIN JAWAAN HO GAYI… (VIDYA BALAN), 15. DR AK GARG, VP, SALES&MARKETING, KORES INDIA LTD GIVES AWAY 'EK CHUTKI DIALOGUE KI KIMAT TUM KYA JANO WRITER BABU' AWARD TO AHEM MODI, 16. TERE – MERE BEECH MEIN…. (RAJAT TOKES, SHILPA ANAND & MUGDHA CHAFEKAR), 17. URMILA BEN KI AALOO CHAAT (NEERAJ BHARDWAJ & VANDANA VITHLANI). NATIONAL CREATIVE DIRECTORS An Overdose of NCDs Agencies today are appointing two, sometimes three NCDs, not all of whom have national roles. Has the once-coveted title lost its meaning? By Ashwini Gangal and Anushree Bhattacharyya
ntil a decade ago the creative structure at For MG ‘Ambi’ Parameswaran, executive ad agencies was such that there was one director & CEO, Draftfcb Ulka, it is a matter of Unational creative director (NCD). As the “Having multiple semantics and a ploy by agencies to attract peo- designation suggests, he or she was the top crea- NCDs makes the ple. For some, it’s bigger money. For others, it’s tive banana for the agency. The NCDs writ ran at attractive titles. He says, “Titles by and large, in every office of the agency. agency structure any service organisation–be it a chartered account- Then came a time when the idea of the co- look odd.” ancy firm, consulting or an advertising agency–are NCD gained currency. That meant there would ARVIND SHARMA evolutionary and keep changing with time. A bank two creative heads, often of similar seniority and may have eight managing directors, but that profile, who shared the national creative respon- doesn’t mean the title is de-valued.” sibilities. SUSHIL KUMAR Ambi adds that at the end of the day every agen- Today, agencies are going a step futher by cy really needs one very senior creative person, one appointing as many as three NCDs. Recently, very senior planning person, and one very senior JWT named Swati Bhattacharya, Tista Sen and “It’s a matter of servicing person. “Once the basic structure is in Senthil Kumar as NCDs with their geographical semantics and a place, the number of titles within each of these territories clearly marked out. On top of the trio ploy by barely matters.” would sit Bobby Pawar as the chief creative officer. According to D Rajappa, president, Rediffusion- Some others even appoint NCDs for differ- agencies to attract Y&R, it depends on what kind of arrangement ent verticals. That creates a scenario when an people.” suits an agency, though in his opinion, usually the agency ends up with four or five NCDs. And, MG PARAMESWARAN role of NCD should be national. “In an agency then there are those who use the twin NCD-cum- that has a multiple NCD format, the leadership
CCO (chief creative officer) creative structure. FOTOCORP role is then taken up by a CCO. But then, in this The catch here is that not all these NCDs have kind of arrangement, the designation of NCD is national roles. Many are given a regional role as “The idea is to misunderstood as it’s more to do with playing a the mandate is divided geographically. Yet, these regional role,” he says. creative heads, who have branch-level or regional look at businesses “The idea is to look at the businesses at a mandates, are designated NCDs. at a national level national level and come up with creative ideas and Why are NCDs today so commonplace? Is the and come up with solutions,” he argues, adding, “Many times, large title losing its meaning and importance? businesses require quality attention and therefore, Arvind Sharma, chief operating officer and creative ideas and agencies need to have large resources. We work on chairperson, Leo Burnett India, clarifies the basic solutions.” this principle of collaboration wherein our senior mandate of an NCD. “Going by the dictionary, national team supplements the regional team and D RAJAPPA the word itself explains that it is all about play- our clients have access to the best minds across ing a national role. Therefore, ideally, that role is creative and planning without any geographical meant for only one person. However, today, there boundaries.” Rajappa believes this is a vibrant are examples of agencies having a multiple NCD “Designations model to add value to client businesses. structure, and at the end of the day this kind of should be structure makes the nomenclature, and how you appropriate to DESIGNATION VERSUS are managing your agency, look slightly odd.” RESPONSIBILITY the level and rvind Wable, ED and CEO, Draftfcb Ulka, SAFETY IN NUMBERS responsibilities Asays, “I do believe in the fact that desig- iyush Pandey, executive chairperson and given to people.” nations should have significance and meaning. Pnational creative director, Ogilvy India, Designations should be appropriate to the level responds, “A designation has no meaning unless ARVIND WABLE and responsibilities given to the people.” you mean it. I have an APAC role, for example, SUSHIL KUMAR Subhash Kamath, managing partner, BBH but I feel that’s merely in recognition of my years India, concurs and adds that to him, designations of service. Do I go and help the Vietnam office on have no meaning. “Whether you call it NCD, a day-to-day basis? The answer is no.” He insists “Call it by any ECD, CCO, CEO or MD, none has any meaning that if someone is designated ‘ECD India’ instead name, it’s all unless the responsibility that comes with it is prop- of NCD, it’s a superficial change in terminology. erly defined. Once the responsibility is defined, it’s Although Pandey wouldn’t make a sweeping about the respon- just a matter of the structure. For me, it’s all about statement and say that the title NCD has lost all sibility, not the the responsibility, not the designation.” meaning, he however agrees that the title ismore designation.” The question still remains whether this is a available than it used to be. “Yes, it is being given desperate attempt to keep everyone happy, and SUBHASH KAMATH out too freely today. Is every Tom, Dick and balance the egos. That seems to be the case most Harry being called an NCD, even though the often. After all the talent pool in the industry has FOTOCORP agency doesn’t have a national presence? Yes, that expanded phenomenally in the last decade. But is indeed happening, and that makes very little It’s a desperate attempt to the bottomline, as Pandey says, is that if you are sense,” he opines, adding that the title is not mean- the guiding source of creativity in your office, then ingless if the person knows the expectations that keep everyone happy and you are an NCD. come with it, and if his agenda is clear. balance the egos. [email protected]
14 afaqs! Reporter, December 1-15, 2011
INDIGO YAHOO! INDIA High Altitude Yahoo!’s New The airline highlights its on-time performance, and the fact that it’s Video Gamble now going international with a new TVC. By Anushree Bhattacharyya The beleaguered internet company has tied up with 35 Indian content providers to stream free original videos online. News Bureau
ith the aim of tapping into the swell- ing number of online users, Yahoo! WIndia has launched Yahoo! Video, a site that will offer original videos in multiple genres such as news, entertainment, lifestyle and movies. The free online video platform promises a secure and trusted environment for publishers and content providers. Yahoo! India has teamed up with 35 leading
ndiGo, the low-cost domestic airline which jingle turns out to be a bit complicated. began flying international routes as well, has Sangeetha Narasimhan, president, West, and Ilaunched a new TVC highlighting its on- executive creative director, R K Swamy BBDO, time performance, hassle-free check-ins and calls the TVC a ‘good old Broadway in 60 seconds’. affordable fares. “It’s well-produced, with good choreography, Conceptualised by Wieden+Kennedy, the tel- some foot-stomping music and nifty dance per- evision commercial titled ‘Musical - On time’, formances. But then, I couldn’t get what they were talks about IndiGo’s international operation. The singing. Yes, a few words like ‘on-time’, ‘young story of its efficiency in the form of a Broadway fleet’ and ‘international’ were audible, but the rest musical is told by the energetic IndiGo crew led by of it was too fast and too anglicised. So, I’m still the flight captain. figuring out what’s being said. A pity really.” SUSHIL KUMAR Speaking about the campaign, Aditya Ghosh, For her, that creates a bit of a confusion. “Is this Tadanki (left) and Singh: new tube president, IndiGo, says, “Our all-new lively for the Indian market or to announce its interna- advertisement not only celebrates our going inter- content producers, including NDTV, STAR national, but also reiterates our promise to provide TV, Shemaroo and Headlines Today for the a hassle-free and on-time travel experience. It’s the initiative. The site will offer content acquired strong force of our staff and crew members, and from original sources and provide access to an the belief of our customers that keep us going, and archive of thousands of videos. this is clearly reflected in the fun-filled moments Arun Tadanki, managing director, Yahoo! shown in the new commercial.” India, says, “What the Indian market lacked Mohit Dhar Jayal, MD, Wieden+Kennedy, was a safe and piracy-free destination that says, “Every aspect of the IndiGo experience is delivers high quality and strictly original con- designed to maximise customer satisfaction, and tent. Yahoo! Video is a bold step and redefines IndiGo’s advertising is no different. Marketing the online video category through licensed, propaganda just isn’t IndiGo’s style, which is why original, and diverse content, promising an this film is such a great piece of entertainment.” unparalleled experience to Indian users.” Jayal (left) and Berkowitz: song and dance “The launch of IndiGo’s hugely popular Yahoo! Video also claims that it provides international operations gave us a great reason tional operations? If it’s the former, then does this a unique opportunity for advertisers to con- to do the new campaign, ‘See you on board’,” work for a low-cost carrier primarily catering to nect with its target audiences through a range says Dan Berkowitz, associate creative director, a mass audience? What’s the intent? Has the air- of innovative video and display advertising Wieden+Kennedy, Delhi. line done this to spice up its otherwise ruthlessly solutions. Commenting on the tie-up with efficient image? Personally, I felt that this was Yahoo! India, Suparna Singh, deputy chief A CLASSIC TOUCH a bit distant from the real IndiGo flying experi- executive officer and managing editor, NDTV he campaign draws ence, which is pretty formal and understated. Is Convergence, says, “NDTV doesn’t believe in Tapplause from the adver- it too angrez? Maybe a Hindi rendition could walled gardens in the rapidly-expanding digital tising fraternity for being have worked better. The very Hollywood-style space. Early diagnosis has shown that Yahoo! fresh, and good in its execu- production left me with that familiar feeling that does not cannibalise our business. It provides tion. However, some feel it I get after seeing a Bollywood film. Exciting. But, additional audience and a new video platform fails to deliver the core mes- that we believe users will enjoy.” sage to the consumer, as the !"#>> [email protected]
16 afaqs! Reporter, December 1-15, 2011
CONGRESS CAMPAIGN Vote Catching Congress’ launch ad campaign for the UP elections created by Percept/H exhorts voters to ring in change in the form of Rahul Gandhi. By Shibani Gharat
he country’s largest and the old- Gandhi’s image displayed prominently, est political party, the Indian with Congress president Sonia Gandhi TNational Congress, faces an and Prime Minister Manmohan Singh in uphill battle in the Assembly elections the background. for Uttar Pradesh in 2012. But with an The first set of print ads appeared ad blitz launched ahead of its rivals, the in national newspapers on November Party hopes that it will have an edge 12. This print campaign emphasised the communicating its message across to the “appalling” governance record of non- state’s electorate. Not surprisingly, Rahul Congress governments in the state. Gandhi, Congress’ 41-year-old general “Currently, there are three agencies on secretary, who is widely tipped for a the Congress roster–JWT India, Crayons, “larger” national political role, is the face and Percept. All three present their ideas of this brand new campaign. ‘Utho, jago to the Party’s campaign committee. The aur badlo’ (arise, awaken and change) is best ideas are used. Delhi-based Crayons the Party’s mantra for UP 2012. It hopes has worked on several Congress cam- that the message will chime with all sec- paigns in the recent past. tions of the society, especially the youth “The launch campaign for the UP has who feel economic growth has passed been worked upon by Percept/H. But, them by during the five-year Bahujan in the future, Crayons and JWT India Samaj Party (BSP) rule. will also be involved in the campaign for “We wanted to come up with a cam- other media,” says Babbar. paign that questions the governance in The UP elections are crucial not the region and ask for change. It is merely because it is the largest state in more an emotional campaign, than an the country in terms of electorate. Rahul aggressive one,” says Raj Babbar, a sen- Gandhi’s first major electoral success ior UP Congress leader and erstwhile came from the state when Congress sur- Bollywood actor. prised pollsters by bagging 21 seats in Hoardings that scream ‘Jawab Hum the 2009 general elections. UP is where Denge’ (We will give a befitting reply) Rahul Gandhi has been most active polit- have been plastered across Allahabad, the ically. If he manages to pull off another hometown of the Nehru-Gandhi clan. upset, it would further enhance his cre- The Gandhi scion held his first election dentials for a national role. meeting and kickstarted Congress’ cam- “Who does not want change?” asks paign for the Assembly elections from The campaign seeks to appeal to the Harindra Singh, vice-chairperson and Phulpur in UP. To invoke the memory managing director, Percept/H. Percept of Jawaharlal Nehru, the Party chose his emotions of the people of UP. The has worked on the first leg of the cam- birthday, November 14, to launch the paign for the elections. campaign. Phulpur was also the con- new mantra is: arise, awake and vote He adds that Percept/H’s ability to stituency from where Nehru was elected for change. Not surprisingly, Rahul understand what is happening in UP has to the Parliament in the first Lok Sabha elections. Most Party posters have Rahul Gandhi is the face of the ad blitz. !"#>> BIRLA WALLCARE PUTTY << $ !"& Parrot Power High... what is the excitement about?” asks It is a category where ad makers have struggled to innovate. Birla Wallcare Narasimhan. For Ankur Khurana, associate manages to break the pattern. By Anushree Bhattacharyya vice-president, planning, Orchard Advertising, the commercial is ver the years, wallcare putty driven by business requirement and brands seem to have hit stems not so much from strong, Othe wall when it comes to compelling consumer insight. finding new ways to communicate He says, “Strategically, it is a good with their customers. The typical creative. IndiGo is going interna- scene in a wallcare putty ad involves tional–it is an airline with finesse, someone looking at a wall with peel- it is fairly professional in its ser- ing coat of paint, with a voiceover vice. Overall, it fits in well with the asking you to choose the brand to look, feel and ethos of the brand. It prevent that from happening. Birla is a happy commercial, with some White Cement, with its new com- mercial tries to veer away from the beaten path. Conceptualised Subtitles could by Lowe Lintas, the Birla Wallcare Putty stitions and rumours. The parrot Birla Wallcare Putty and do ‘Papdi ki added the humour angle.” have helped viewers television commer- chutti’. Arun Iyer, national creative direc- make better sense cial is titled ‘Ho gaya Kumar Pillai, vice- tor, Lowe Lintas, explains, “Since na popat’. Poking fun president, marketing this is a low involvement category, of the TVC’s lyrics. at superstitions, and services, Ultratech the idea was to create something that news TV, the TVC Cement, says, “We would lead to maximum discussion pleasant faces, much like Vodafone‘s stars a man and his pet wanted to stand out amongst consumers. And, the lateral ‘Facebook’ commercial. I think parrot. The parrot is from the paint cat- take was to make it interesting.” IndiGo may need to look inside the mysteriously covered egory and inform the aircraft and see what kind of peo- with white flakes. Its consumer that the LEAVING A MARK ple fly with it and decide what this owner thinks the par- product should be he television commercial is well means to them.” rot has dandruff, and Iyer: it sticks used before painting Tliked by ad professionals who However, according to him, the soon the entire nation walls, to protect them find the concept engaging. message is difficult to understand. gets fascinated by the tale of a par- from moisture, flaking, and other Vivek Dutta, business director, He remarks, “I haven’t met a single rot that has dandruff, which sparks related problems. Years ago, people Hakuhodo Percept, says, “Interesting person who has got the message. off the ‘Parrot Debate’. When asked believed the news that Lord Ganesha take on an otherwise boring category The only word that sticks in mind about his flaky problem, the parrot was actually drinking milk offered and strong insight about how flaking in ‘on-time’. In a world where even says ‘Papdi hain, papdi hain’, with a by devotees. We got our idea from walls can be embarrassing for home channels like STAR World provide voiceover urging consumers to use there, as Indians do believe in super- owners. The TVC is quite intrigu- subtitles to all soaps and programmes, ing, and keeps the audience guessing I believe this commercial is crying The campaign cleverly till the end.” out for one. I can imagine somebody Ravi Raghavendra, ECD, Euro telling the client that this is what will combines humour, spoof RSCG, says, “A parrot with dan- make the consumer come back and druff–that caught me by surprise. watch it. But, I don’t think that this of news TV, and a dig However, it seemed a bit rushed. commercial has so many high-points But, it has mass appeal. It should that the viewer will want to come at superstitions to drive work well for the brand.” back again and again.” home the message. [email protected] [email protected]
<< $ !"% people in UP. Hence, it will connect Unlike Congress’ recent campaigns, this with the voters in the region,” adds focusses on ‘change’, not the aam aadmi. Singh. Interestingly, unlike the other Vote... Congress campaigns that speak about the Aam Aadmi or common man, helped gain the opportunity to work this one has a special focus on the on the campaign. “Also, we have Gandhi heir. “It is not a normal worked successfully with the party political campaign; it is a challeng- for the Assembly elections in 2009, ing campaign,” says Amitava Mitra, and have been associated with the chief operating officer, Percept/ H, Congress for various other election who has been closely associated campaigns.” He adds that the whole with the effort. The creatives for approach adopted for the campaign the Congress’ launch campaign have is aggressive and only a young leader been designed under the guidance like Gandhi can do justice to the of Rajiv Agarwal, executive creative
words used in the campaign. “The FOTOCORP director, Percept/ H. campaign speaks the language of the (From left) Babbar, Singh, Mitra: rooting for change [email protected]
18 afaqs! Reporter, December 1-15, 2011
TATA TEA Strong Brew Tata Tea in its silver jubilee year wants to renew the bond with housewives. By Anushree Bhattacharyya
ata Tea, the iconic beverages brand from the House of Tatas has turned 25. To Tmark its silver jubilee, brand has launched a fresh campaign with a new tagline. In an effort to strengthen its bond with its target consumer–the woman of the house–the brand has tweaked its old tagline of ‘Jaago Re’, to ‘Soch Badlo’. Conceptualised by Lowe Lintas, the new tel- evision commercial features a pessimist husband, who discusses newspaper headlines with his wife, and how the nation is humiliated by a spate of scams. The wife, on the other hand, cheers him up and responds with optimism. Vikram Grover, head, marketing, Tata Global Beverages, says, “Tata Tea, as a brand, has worked for the last 25 years towards changing people’s “In our 25th year, chief creative officer, Percept/H, says, “The TVC perceptions. It first began when the tea brand was puts across an optimistic message without being launched in poly packs, at a time when tea was we wanted to preachy. The performances are great, especially either sold loose, or in cartons. The category went celebrate the that of the long-suffering wife, who deftly uses the through a revolution for the next 15 years, with act of brewing tea to silence her whining, impa- various tea brands going for poly packs.” housewife who tient husband, and all the naysayers amongst us. According to Grover, the next change came has a strong bond It’s a nice way to celebrate 25 years, while saluting when the company completed the Tata Tea brand with Tata Tea.” the nation and the home maker”. portfolio, ensuring that there was something avail- Suraja Kishore, national planning director, AMER JALEEL able at every price point. The portfolio now Publicis Ambience, feels the new ad will click includes Premium, Gold, Agni and Life. with women. “Execution-wise, it is great. It com- “The third game changing moment came when woman of every Indian household, who shares a pares the process of making tea to that of making a we launched the ‘Jaago Re’ concept, which created very strong bond with Tata Tea. In this ad, she nation. But, strategically, I think marking 25 years a strong connection between the brand and the takes a look at all the negativity that is around with of Tata Tea could have been done in a way that thought, and also changed people’s perceptions a new perspective, and feels it is better that finally, was true to the brand. It’s a brand that’s identi- towards issues such as corruption and politics. the truth has unfolded, and which will make way fied as an awakening agent of India. The role of This time, we thought of taking the idea ahead to usher in change.” the brand has been to shake people out of apathy with ‘Soch Badlo’, as the nation has matured from Apart from the television campaign, Tata Tea towards a certain issue. Each story of ‘Jaago Re’ the time when it was fashionable to talk about will also launch a host of other activities, including had an awakening moment. This one has no awak- bringing about change to citizens who demand a digital campaign. ening moment, no cause to rally around. The story change.” ends with ‘Soch Badlo’, which is just another way Amer Jaleel, national creative director, Lowe TAKING A LEAP of saying Jaago Re. But, it does not say what one Lintas, elaborates, “Each time, we picked up he TVC draws mixed reviews from adver- should change,” he adds. Some ad men however various themes like politics, corruption, and vot- Ttising professionals. While the concept is see shades of the recent Hindustan Times cam- ing to talk about the need to change. This year, appreciated, the execution seems to lack the punch. paign in this TVC. we thought we’ll celebrate the change maker–the Calling it an insightful ad, Ryan Menezes, [email protected]
COMSCORE report noted that The Times of India, which ranked as the most vis- ited site in the newspaper category NRI Netizens with nearly 7.9 million visitors in India, attracted 36.2 per cent of Overseas Indians’ apetite for news and views from the homeland is unsated. its global traffic from outside the country. But are content providers alive to revenue possibilities? News Bureau With 31.6 per cent of its glob- al visitor base located outside the country, Oneindia reached more majority of the top local than 4.4 million visitors in India in. news websites in the coun- HT Media had 28 per cent of its A try witness non-resident visitors from outside India. Indians (NRI) contribute a signifi- The study also said that 20 per cant share of global visitors to the cent of India.com’s global visitors respective brands, according to a More than a third of Times of India’s were NRIs, and the largest local recent report released by audience nearly eight million online readers general news destination in India monitoring firm, comScore. Citing various examples, the are based outside India. !'(>>
22 afaqs! Reporter, December 1-15, 2011
BONZAI.MOBI Smart Selection A new niche ad solutions provider offers a software application that ensures that web and mobile ads appear only on news media and entertainment sites. By Sumantha Rathore
o help publishers milk their digital offerings and apps, Converse Today has launched TBonzai.mobi, a one of its kind ad solution for smartphones and tablets across all platforms such as Apple iOS, Android, and BlackBerry. Bonzai has been launched with the aim to act as a facilitator for both publishers and brands which seek a premium audience. It will be a specialised ad solution network that will offer ads only for the media and entertainment apps, and not for the generic sites and brands. Bonzai has tied up with more than 30 pub- lishers across national and regional media, including The Times of India, The Economic Times, Anandabazar Patrika, the India Today Group, the Dainik Bhaskar Group, and Mid-Day. The company is in talks with other publishers as well. The ad solution is integrated across mobile browsers (mobile WAP), smartphone apps, and tablets (iPad, Playbook, Samsung tablet). Bonzai has media formats such as Expando and full screen across mobiles and tablets, apart from customised solutions for times from blind networks in automobile and banking and financial services publishers and brands. Bonzai will this space. category, among others, including Volkswagen, allow ads to be served on mobile Bonzai aims to tap pre- HSBC, Ford, Burberry, Nokia, and Vodafone. sites and mobile apps. mium brands which want to The company claims to have about 100 million Talking about the launch, Rahul associate with a premium set unique users across its properties globally, and Pandey, chief executive officer of audience. brings an inventory of approximately 500 million and co-founder, Converse Today, Elaborating on the extent from these publishers. says, “While reach is important, to to which Indian publishers The clients of Converse Today include whom they are reaching out is crit- are ready for the apps, Pandey The Times of India, Dainik Bhaskar, Aaj Tak, ical for advertisers. This is where says, “There is a growing trend BookMyShow, Conde Nast, Vogue, and Skoda. we come in the picture. This is towards iPad apps. While Though not all tie-ups are exclusive in nature, possibly the only platform which is publishers like TOI, Conde many publishers have signed exclusive deals with integrated across WAP and apps in Nast and NDTV are already the company. The target group for the ad network an adaptive model.” on this device, others will fol- includes the audience which spends quality time The ads will be enabled to tar- low soon. Publishers are quite to browse news, business news analysis, seek get users based on either specific open to experiment with iPad regional news update, users of high-end devices, as devices they use or for a specific Pandey: precision pays as a device to enhance con- well as the regular users of the respective portals. site. The pricing will depend on tent consumption and overall The pricing model will be based on long-term, targeting parameters and destination selection. experience.” fixed or CPM-based deals. However, it will charge a premium of over three Converse Today has roped in brands from the [email protected]
<< $ !'' muniqué, “With many local sites Cricket sites are a tribute significantly to their global attracting a significant portion of audiences. IN.com saw more than visitors from outside India, these big draw for NRIs half of its worldwide audience come NRI... visitors, who are very likely to be from outside India, while the larg- NRIs are an important segment for keen to follow the est banking site in India, ICICI was NDTV. According to comScore, brands to consider in their digital Bank, saw 16 per cent of its audience 38 per cent of NDTV’s audience strategies, and often represent very latest scores. in September visit from locations was represented by this segment of active online users.” ed news sites, Mid-Day.com and outside the country. Cricket sites, visitors. Meanwhile, the other sites, And, therefore, to understand this DeccanChronicle.com displayed the historically has been a big draw including portals in financial infor- important geographic distinction in largest percentage of visitors from for NRIs keen to follow Team mation and sports categories, have audience composition is important outside India, with both drawing India’s fortunes. CricBuzz.com and also seen significant NRI traffic drive for publishers to deliver relevant more than 45 per cent of their global CricTime.com saw NRI traffic at 34 their global reach. content, and for advertisers to reach audiences from outside the country. per cent and 46 per cent of their total Kedar Gavane, director, India, their desired audiences. Other local destinations also saw global audience respectively. comScore, says in an official com- Additionally, among the select- visitors from outside India con- [email protected]
24 afaqs! Reporter, December 1-15, 2011
New campaigns across television, print, out-of-home and digital media. TELEVISION
USAID INDIA GODREJ TYSON FOODS INDIGO MANZA It’s a campaign aimed at promoting awareness about diar- The ad tries to position the snack brand Yummiez as a The angry Japanese car executive Tanuka San and his rhea. The creative idea is based on the insight that a mother ‘party maker’. underlings continue to travel across India to understand never gives up when it comes to taking care of her child. why they can’t make a sedan as good as the Manza. Creative Agency: Thompson Social, JWT Creative Agency: Water (Mudra) Creative Agency: Draftfcb Ulka Creative Team: Chirag Bhasin, Anirudh Verma, Vicky Creative Head: Utpal Barve Creative Team: KS Chakravarthy, Kartik Smetacek, Arya, Rachna Dhaka, Nishant Nanda Chief Strategist: Ashish Mishra Donovan D’Souza, Aditya Iyengar Planning: Kalyani Rajan, Maithili Ganjoo Production House: Whodunit Art: Deven Mankame, Rajdatta Ranade Producer: Pushpinder Mishra Films Department: Tapan Sharma Production House: Pumpkin Pictures Production House: Flying Saucer Films Director: Sunil Kochuthara Director: John Doe PRINT
MTDC MOODS The visual and CONDOMS the copy both Time and place don’t speak about the matter for those vast coastline who use Moods. of Maharashtra and the endless possibilities it presents for travellers.
GREAVES COTTON The ad has two children holding each other by the shoulder, Advertiser: forming a bridge like structure that symbolises trust. Maharashtra Tourism Advertiser: HLL Advertiser: Greaves Cotton Development Lifecare Limited Creative Agency: Triton Communications, Mumbai Corporation Creative Agency: RK Swamy BBDO, India Creative Team: Renton D’sousa, Vinayak Pattar, Creative Agency: Xebec Communications Creative Director: Navneet Virk Shahrukh Dandiwala Art Director: Dilip Vedak Copy Writer: Navneet Virk Senior Vice President: Kim Solomon Visualiser: Harshada Ghangale Art Director: Rajendra Munje and Gokul Krishnan OOH DIGITAL
INDIAN EXPRESS TANISHQ BAL RAKSHA BHARAT The Indian Express out-of-home campaign is a set of half- The jewellery brand’s new line, MIA, is targetted at The ‘Save The Children’ campaign aims to raise a-dozen different banners. But all of them carry the core working women. Ergo, the tagline ‘Loves to go to work’. awareness about child labour. The ad opens out as a message ‘It all starts here’. murky brown screen, eventually disclosing the face of the kid who slowly wipes off the dirt with a piece of a cloth. Creative Agency: Pinstorm Creative Directors: Sanjay Khare, Chetan Dani Agency: JCDecaux India Agency: Adz Edge Copywriters: Prathamesh Mirashi, Vandit Panvelkar Exposure: New Delhi and Mumbai Exposure: Mumbai Art: Anand Sawant, Santosh Gudekar, Jobby Rajan
Got some great campaign that has been published recently? Upload it on afaqs! for the world to see. Visit: www.afaqs.com/advertising/creative_showcase
26 afaqs! Reporter, December 1-15, 2011
Can Strong Regional English Newspapers Make An Impact Nationally? Many regional English dailies such as Deccan Herald and The New Indian Express are moving beyond their backyard. Can they fight established behemoths outside? )/,)0 ))*))+*+, -)),).) Independent Consultant CEO, Madison Media Plus Ex-VP marketing, New Indian Express SUSHIL KUMAR THE SIMPLE ANSWER IS ‘NO’. MOVING FROM BEING A THEY CAN, PROVIDED THEY HAVE HOWEVER, THEY CAN BE SINGLE CITY NEWSPAPER TO THE PEDIGREE FOR STRONG SUCCESSFUL PROVIDED THE MULTIPLE CITY PAPER WOULD BRAND RECALL. ENGLISH DAILIES PUBLISHERS CHANGE THEIR BE A STATUS DESIRABLE TO ALL WHICH ARE STRONG IN A PERSPECTIVE. SOME PUBLISHERS ENGLISH NEWSPAPERS. PARTICULAR REGION CAN CASH have already done that. So, I think there English is a nationally accepted language, so in on the moving population–those who is hope for others as well. The success it is only a natural progression for the paper are transferred out of their home town. will lie in understanding the nuances especially from a business perspective. However, one has to be ready to rather than broad board room thinking For example, when Hindustan Times was a spend a large amount of money in build- of ‘adequate land x labour x capital = Delhi-specific daily it used to lose out to The ing the brand in the new city and should success’. Times of India in terms of revenue, as TOI had not expect immediate results. It’s a long Newspapers need to understand exist- a larger geographical reach and so it could haul, anywhere between seven to eight ing readers and build a paper around it offer economies of scale to advertisers. HT’s years before it can make an impact. rather than trying to fine tune the read- expansion to other critical metros has helped Delhi is a very important market com- ers as per its requirement. their cause to a large extent. mercially for a South-based English In small towns, people want newspa- Also, if you look at big advertisers, their daily as the ad rates of certain sectors are pers with a mission. None of the large plans are not restricted to one city. And English largely dependent on how the paper is metro English paper have any ‘mission’. dailies are the preferred choice when reach- perceived in Delhi. In fact, the impli- Most of them in my opinion are a P&L ing out to the four metros. Larger footprint cation is not only on rates but higher effort with a time line (which they can eventually leads to a larger share of the pie, support is given if there is an edition in never meet). therefore, I think they can make an impact. Delhi. Mumbai on the other hand is a In the earlier days, newspapers irre- Though the gestation period is very long tough market. The paper needs to have a spective of their language grew in this for newspaper and it does not result in rev- distinct positioning in that city. country because they had a point of enues instantly, the readership base definitely What The Telegraph did in Bihar, view. Today most English papers are increases manifold. Jharkhand, Orissa or Assam was very growing because of their business suc- different from other players across the cess in metros, without presenting any country. Their strategy was to become a point of view. dominant force in the entire East and the focus was not on metro launches. And that seems to be working in their favour.
28 afaqs! Reporter, December 1-15, 2011
ADVERTISING THE NEW AGE PLANNER The usual data analyser and brief writer is a transformed man now. Today his opinions are valuable not just for marketers but also for the creative folk. By Ashwini Gangal
bhijit Das and Keegan Pinto are a team at Bates India. Together, they work on the Ashok Leyland account and are the brains behind the launch campaign (Har Bojh Lage Halka) for its LCV, Dost. They aren’t the usual art-copy combination. Abhijit Das isA a planner (AV-P planning), and Keegan Pinto is a creative director. This creative-planner combo is a growing phenomenon in Indian agencies. The days when the creative team took the campaign brief from the planner and went to a separate room to work on it is now passé. Today’s planners and creatives crack a campaign together. “Managing the client’s business problem is a zone still owned by account management, and creative is extremely execution-driven. Between the two, there’s a ‘travel area’ called ‘the idea’ and this is the space that new age planners are working in,” explains Partha Sinha, managing partner, BBH India and a senior planner himself. THE THOUGHT LEADER
LATE PROF SUBROTO SENGUPTA hough he wasn’t a designated planning person, TProf Subroto Sengupta belonged to the ‘pre account planning’ era. However, he was deemed one of the most strategic minded people in advertising of his generation, and is believed to be part of the reason the discipline came to India formally some years later. Kolkata-based Sengupta was a lauded professor at IIM. He was one of the founder-directors of Clarion Advertising (now Bates). He was a combination of practitioner and theoretician. In an era where advertising was mostly about pretty faces, he was known to have brought ‘thinking’ into the advertising process. A deep thinker, Sengupta was famed for laying focus on the ‘why’ of things. He was known for being meticulous about the basics of formulating strategy and product USP.
Dheeraj Sinha, regional planning director, Bates, comments, “The ‘planner’ is no longer a bad word in the creative fraternity. Today, creative guys enjoy bouncing ideas with planners and working with them.” Santosh Padhi, chief creative officer (CCO) and co-founder, TapRoot India, seconds Sinha’s opinion. “The creative guy may not have enough time to allot to the various things he needs to do to make the product look good; this is where the planner comes in handy,” he says. Suraja Kishore, national planning director, Publicis Ambience, recalls her days at Lowe. She feels campaigns like Jaago Re (Tata Tea) and Sir Ji (Idea) wouldn’t have been possible without the planner’s contribution. In the last few years, the planning function has evolved from a niche role to one that is integral to the creative process. For this to happen, the age-old planner has also undergone several levels of transformation.
NOT A KNOWLEDGE KEEPER ANYMORE s a discipline, planning was initiated in the UK by two agencies – ABoase Massimi Pollitt (BMP) and James Walter Thompson (JWT). The two agencies had different views on planning. BMP’s Stanley Pollitt focused on the creative side of things where gut feeling trumped hard facts. JWT under Stephen King believed in scientific Between account management and creative, there’s a rigour more than that a brand operates in and decides TIMELINE gut instinct. In ‘travel area’ called how it could own that space. To crack India, the discipline ‘the idea’ taken by insights is thus his main focus. 1980s - Mirror the client came in 1977 with U Digital planners are comfortable lanners were believed to be ‘intelligent account HTA (now JWT) new age planners. with a modern consumer’s digital Pmanagement’ professionals, and, more often than naming Sattar behaviour. not, hailed from the haloed B schools. They mir- Khan as a planner. U A contact planner is a CRM and rored clients in agencies, or were even called the Today’s planner activation expert; he basically decides ‘marketers in the agency’ as their role was a data- is not just a researcher who analyses hard data, where and how the brand must begin to talk to rich, quasi-marketing one. They analysed sales data, decodes the client’s instructions, and produces a the consumer. spouted marketing jargon fluently and were pretty brief for the creative team. He dons many hats, All four, clarifies Sharma of Leo Burnett, are in much the voice of the consumer in the agency. is well-versed with media theory, the digital eco- effect about understanding human behaviour. system, behavioural economics, speaks a tongue However, the popular ones among the lot are 1990s - The Interpreter that’s intelligible not just to marketers but also to the ideas planner and the engagement planner. In the late ’80s and early ’90s, the planners made the creative folk, and works ever so closely with An ‘ideas planner’ studies the mores of society sense of the markets and converted the chaos out creative. In other words, he has given up the role and tries to understand new symbols and rituals, there into a comprehensive communication brief. of a ‘knowledge-keeper’ and now lends invaluable interrogates the company’s history, and is aware They studied excel sheets, read research reports creative opinions. of behavioural economics (which undercuts the and collected consumer facts to derive a brief – the Sinha of Bates says the planner is no longer just assumptions based on rational human choices to sacrosanct piece of paper that gave birth to the final a logical thinker: “He or she is a combination of reveal how we really are). This planner is born from creative or script; this was when the planner became a logical, as well as a lateral thinker. He is more the premise that all big ideas are eventually strategic the interpreter. This was also when the planner involved in the creative process than he ever was.” ideas, and that ideas don’t live in execution. became both, the intelligent face of the agency, as Ashish Khazanchi, vice-chairman and NCD, Sinha of BBH India elaborates on this role, well as its strategic arm. Publicis Ambience, thinks that “the planner is “Today a lot many ideas need to have a ‘social’ Planning soon became a ‘Brahmanical society’ an opinion leader along with the lead creative on element to them. ‘Social element’ in this context in agency culture as these professionals did the so- what the campaign ought to be – he has become an means something that people can inherently own called thinking, while account management did the active contributor to the final campaign.” or interact with in an idea. The ideas planner thankless legwork, crudely known as ‘chasing art He contends that the planner today inspires will not only help germinate, but also orchestrate works’ in agency parlance. During this period, the planner was also called ‘pitch trouble-shooter’ – the a certain awe. “The mystique that used to be ideas within the organisation. He is adept at the executive who made great pitch presentations and a creative guy’s attribute is now owned by the articulation of an idea and the digital space.” won new businesses for the agency. planning function. The creatives have lost this The engagement planner comes from the zone sense of mystery as the creative process is now of interaction between brand and audience. They 2000 – 2008 - The Anthropologist almost entirely de-coded,” believes Khazanchi. study the brand’s ecosystem, consumer behaviour in terms of social interaction and media habits. For In the previous decade, it was still a luxury to have a planner on board and only the big, important accounts VECTORS OF SPECIALISATION instance, the engagement planner could observe had one. However, clients slowly started demanding he function has grown and sprouted variants. that today, consumers are over-connected with one planners on their brand as they wanted a specialist TArvind Sharma, CEO and chairman, Leo another and talk a lot more than they used to and who would not be involved with day-to-day servicing Burnett, says that even as the media environment use this observation to the brand’s advantage. operations. They wanted someone who could devote has grown complex, brands are becoming huge. Santosh Desai, MD and CEO, Future Brands, all his time to brand strategy and insight. “Clients realise that it’s not just about TV ads. In feels that the account planner has started to During this period, planners started focusing on such a scenario, planning had to become more integrate the notion of media into planning – thus semiotics, and began taking a more anthropological specialised and develop many arms so as to match giving birth to the engagement planner. He says, view of things. The planner began coming up for air, up to these different media channels.” “The creative or ideas planner is something that out of his focus group discussion-driven world, to This is why planners come in several types: still has scope to evolve into a full-fledged role.” take a more intuitive and cultural perspective. ideas planner, engagement planner, market planner, communications planner, digital planner TOO CLOSE FOR COMFORT and contact planner. hile many view this creative-planner According to KV Sridhar (Pops), NCD, Leo U The market planner looks at hard data and Wassociation positively, others can see a coming Burnett, the planner’s role has changed from numbers, and helps clients decide on the launch conflict. Interestingly, planners are also accused of crunching numbers to understanding human of new sub-brands or the inclusion of a new rendering the ‘suits’ obsolete. Planners are now the beings and finding insights for ad campaigns. The target group. He is responsible for cracking hard official ‘brief conveyors’, and the bridge between approach has changed from being quantitative to core market insights. the client and creative team – something that was being qualitative in such a way that it overlaps the U The communications planner looks at the space originally the servicing executive’s job. role of a CD. THE FIRST MOVER THE SUCCESSOR
DR SATTAR KHAN DHAREN CHADHA r Sattar Khan, who stepped into planning from haren Chadha came into planning from a mar- Da servicing background, was the first desig- Dketing background. He was a ‘client’ before nated planner in India. He took over the planning he hopped over to work in planning under Sattar function at HTA in 1977. Khan. Chadha worked at Voltas in the early ’80s. Khan obtained a Ph.D on ‘Consumer Megatrends As a marketer, he spent most of his time in the and Their Inter-Relationship with the Advertising FMCG space. After joining planning under Khan Strategies for Consumer Products in Urban India’, at HTA, Chadha stayed there for 10 years across which was the first Ph.D conferred by Mumbai Bengaluru, Mumbai and Kolkata branches. Later University for an advertising-related subject. By he moved to JWT Hong Kong for two years, before the end of 1989, Dr Khan left India and went to stepping into an APAC role. Post APAC, Chadha Hong Kong. It was here that he became the first was named global planning director at JWT. head of planning for JWT (APAC) outside Japan. In He came back to India in 1997 and started his 1999, Dr Khan moved to McCann Erickson where own brand strategy consultancy firm, Momentum he grew to become the executive vice-president, Consulting. It ran for 10 years. Three years ago, head of multinational clients, Asia. he folded it up at the age of 50. !1(>>
afaqs! Reporter, December 1-15, 2011 33 * 2 // << $ !11 The New Age... “Today’s creative professionals are savvy and The King of Good ‘Times’ understand markets and needn’t await the planner’s brief. The creative guy is becoming a good planner. The responsibility was Both these functions are getting blurred, and the huge and allowed me to planner’s job is seen as invasive,” believes Pops. “If run a department as the sole the planner tries to get too involved with the creative in-charge. This also meant process he will end up making boring ads. A good that the company trusted insight is not a good creative.” me. And while it was a huge Khazanchi agrees that good creative people tend honour, I was accountable for to be instinctive planners but sees no harm in this the complete business of the partnership. “With a planner partnering the creative region. I had to put in extra process, the creative guy’s instinct has become effort to understand people more ‘correct’ as the planner validates his gut level and also gain insights into the hunches and gives the campaign a solid foundation,” business. This forced me to he explains. Though, similar issues had come up perform, to experiment and when the art-copy partnership first emerged. to take risks. WHAT’S THE FUTURE? BRUSH WITH EAST jay Kakkar, CMO, Financial Services, Aditya INDIA ABirla Group, points out that clients expect the he learning only planner to partner the creative process, help with Tcontinued to be greater campaigns and brand planning. In the future, these than before when I became expectations will only rise. “The client will start the regional head of the expecting account planners to help with not just Kolkata business in 1986. brand strategy, but business strategy, new product The exposure was huge lines, new services, distribution and more,” he says. in terms of managing a Desai poses potential scenarios: business, but the risks, too, One: The planner will move upstream into just multiplied. Eventually in managing the brand, 2005, I was made the national that is, he will be head for Response (Times responsible for Group ad sales department) brand valuations that accounted for 90 per and take ownership
FOTOCORP cent of the company’s top- for the brand “The mystique in its entirety. that used to be haskar Das has spent 32 years at TOI, but For a leader, fulfilment This will happen the ‘young at heart’ media veteran remarks when agencies a creative guy’s Bthat he still feels like a 16-year-old. Several can be achieved by themselves start stimulating opportunities for growth have kept him investing in brand attribute is now afaqs! aligning completely going at his first job, and in an interview with creation. The owned by the Reporter, Das shares some of the most memorable with the vision of the planner, then, milestones of his career. will move into a planning function.” corporation. business-building CHOOSING THE CORPORATE LIFE role along with the y first defining moment happened line business. All of this gave me a multi- agency. Mwhen I decided to alter the course functional and a multi-market exposure. This Two: In this scenario the planner will evolve into of my education. I had completed my post made me very holistically trained. a creator and shed his garb of an intermediary. With graduation in International Relations in 1977 the virtual world expanding, the notion of converting from Jadavpur University and was all set to INSPIRED BY JIM COLLINS ideas into reality will no longer need an interpreter in pursue a career in teaching for which I joined oday I am a ‘Level 5’ leader. According the form of a creative person. The planner can easily Kalyani University not only to teach, but also Tto the book titled Good to Great, by Jim be the final creator and executor of an idea. to do my PhD. Collins, at Level 5, a leader does not have Sattar Khan, India’s first formal planner, has a But with both my brothers completing their any isolated personal ambition. His personal word of caution, “In many agencies, the planner management degrees from IIM Ahmedabad, and corporate ambition converge and that has has become a ‘salesman’ for the creative output, there was filial pressure on me to pursue happened in my case, too. I have realised that especially in new business pitches. What ends up a business management degree which I at a leadership level, one can achieve complete happening is that the planner starts providing a completed in 1979. That was a significant shift fulfillment only on aligning personal ambition rationale for why the creative logic is right. And, this as it moved me from the world of academics to with the vision of the corporation. is not what the intention of planning was.” the corporate world. At the Times Group, I have learnt that It’s true that the creative-planner duo work as a all of us are successful because of others. team and as this partnership solidifies we may also JOINING THE TOI Therefore, I don’t believe in independent see them seeking jobs as partners, just as art-copy he next big moment of my life happened growth but in collective one which results in partners do. Twhen I joined The Times of India Group cross-fertilisation of ideas. [email protected] in 1980. One of the first watersheds was I have also realised that if you remain when I was made the head of our Response lovingly detached from your goal, achievement (Based on additional interviews with Ajai department in Ahmedabad in 1981 even before is not only certain but gives genuine satisfaction Jhala, Anand Halve, Jitender Dabas, Madhukar I could complete my probation period as a because there is no morbid motivation to Sabnavis, Pradeep Shrivastava, Saji Abraham, management trainee. Maybe I was a super destroy anyone on the way. Rohit Srivastava, Sandip Mahapatra and Suman performer! (chuckles) As told to Anindita Sarkar Srivastava.
34 afaqs! Reporter, December 1-15, 2011
EXPATRIATE CEOS Import Duty Matt Seddon from the Philippines will replace Kamal Basu as Saatchi India’s CEO. Is this the beginning of a new trend? We ask industry experts how agencies and local executives could gain or lose. By Anushree Bhattacharyya and Shibani Gharat
EXPERT VIEW
MG PARMESWARAN PRATAP BOSE
do not think this will be a trend as most I imported CEOs come here on either contractual term, or for a short while. Personally, I do not advocate the idea that only local people understand the intricacies of
local business, but it is true that for a person FOTOCORP who comes from the international market, there are various challenges to be faced like creating client is more familiar with his predecessor’s a sharp team, as well as a stable relationship working style. between team members. Also, the new head has In terms of how this decision can add value FOTOCORP to balance the relationships with existing clients, depends on the individual, and his capability to which at times, may be a tricky task, because the perform and create a fine business model. his is not the first time that an agency has got Tan expat CEO. However, none of them last more than three years, forcing agencies to rely on local talent. The two main challenges for the f you go by the Dentsu example, then each new CEO are to understand the value paradigm Iregion is headed by a local head to manage their in India, and the changing consumer behaviour. businesses as they have a better understanding While it is a good idea to bring someone from of their respective markets. the international market, it can only succeed if The first real hurdle Seddon will face is the agency has large international clients who to manage the scale of the market, because follow the processes in India. Philippines is a dot-sized market when compared to India. Next, he will have to understand the complex nature of this market, as well as the
SUSHIL KUMAR clients. As for the company, it will benefit from such a decision, since the person brings a PIYUSH PANDEY ROHIT OHRI particular skill set, which it did not have so far, or lacked in some areas.
SUSHANT PANDA
believe there are two things that drive foreign I appointments to an Indian agency. First, it
SUSHIL KUMAR depends on the kind of talent pool that exists within that organisation. Second, it depends do not think that an international personality upon the perspective that the network has in Iis required to get an Indian agency closer to India. If it has a lot of global clients, then it its global counterparts. Indians are smart and is appropriate to have a foreign national as a global enough to take the business ahead. In leader. But I feel the whole argument against foreigner running an Indian agency? Often, we fact, there are happy instances where Indians this is not a valid one. If you have Indians seem too conscious of the imagined "unique are heading the global businesses. running agencies abroad, then why not have a biodiversity" of India's ad industry.
36 afaqs! Reporter, December 1-15, 2011
BENETTON’S ‘UNHATE’ CAMPAIGN Beyond the Boundary? The campaign, which features prominent political and religious leaders kissing each other in an expression of ‘unhate’ has generated a lot of heat. By Shibani Gharat
KV SRIDHAR SANTOSH PADHI
he participants in Bigg Boss are supposed to Tbehave in a certain way. Similarly, Benetton as a brand is supposed to behave in a particular way too. If it does not behave in that manner, then it would not be unique.
Another campaign of the brand showed a SUSHIL KUMAR blood-smeared baby still attached to the mother effectively through the best form of expression of through the umbilical cord. love–a kiss. As a brand, it has done several such campaigns Leaders are representatives of the masses. If in the past. But this time I feel that it has done it they would have shown Barrack Obama hugging Hu intelligently. The message that nations/religions Jintao, then it would not have been as interesting. PAVITR SAITH should not hate each other has been conveyed But, this one works and is brilliantly executed. enetton has always done edgy work. It Bstrongly believes in this. It is a youth brand, and the youth really like all this. If it tries to attempt something like this in India, then it PIYUSH PANDEY will be a totally different story. Our country is far more sensitive. Hence, its ads here are milder than those abroad. For example, the ad think the entire campaign is sensational and with the blood-smeared baby still attached to Iunnecessary. It is certainly edgy, but being its umbilical cord would not be appreciated in edgy does not mean that you cross the limits. A India. I feel the recent communication speaks lot of people will say that it is a fantastic way of the language of 18-24-year-olds, which is its doing things, but I feel there are other fantastic core target group. It is back with edgy, headline SUSHIL KUMAR ways of doing things. grabbing stuff.
this cannot be done in India, where ARUN IYER our political leaders, freedom fighters, and religious leaders are demi-gods. Provocation in the mildest of forms t is a controversial ad. But that is what it is supposed to has the potential to snowball into a big Ido–create controversy. Fifty per cent of the people will feel controversy. that it is in bad taste, while the other 50 per cent will find it But, overall, I like the campaign. How interesting. However, despite the like or dislike, it will induce many brand campaigns have this kind of talkability. I think visually, it is supposed to be debatable, but tonality and the kind of media coverage? at a thought level, it FOOTCORP Benetton has done several such campaigns is not at all a debate. in the past, some of which include the The fact that ASHISH KHAZANCHI ‘Blood Kid’, and ‘All the Colors of the this campaign has World’ campaign that features groups of been successful in children of different colours and races. I creating a debate is feel, with this campaign, it is getting back by itself a success n good taste or in bad taste is a to the roots and the controversies that it for the brand and its Imatter of perspective and from whose had created in the 1990s. objective. However, eyes you are viewing it. If it is from I really do not think it wants to promote it is also trying to the perspective of a 20-year-old, then world peace. All it wishes to promote is a push it too far. they will love it. But something like controversy that grabs eyeballs.
38 afaqs! Reporter, December 1-15, 2011
HINDI FICTION SHOWS A Problem of Perception Even as big money rides on their success, discussing primetime Hindi soaps is a no-no for many SEC A viewers. Is it snobbery, or does the fiction genre have an image problem? By Anindita Sarkar
aving an animated debate with your er becoming too Facebook friends about how Steven snooty? Or are we HSpielberg just doesn’t get the idea of a nation of clos- Tintin is cool. A 140-character paean for Nigella et consumers of Lawson on Twitter would increase your cool kitsch, camp and quotient further (not to mention the hundreds sentimental stuff? Retweets it would beget). But, discussing Balika Vadhu and Pavitra Rishta with your buddies WORRIED across these platforms would be a sure shot recipe ABOUT SOCIAL for social network ostracisation. Forget the inter- IMAGE net, most shy away from talking about them even any market at the office lunch table. Mobservers feel And yet, the blockbuster, primetime Hindi that the primary rea- soap is the Holy Grail for general entertainment son for exhibiting such reluctance to discuss worried and conscious about their social image. channels. Several hundred crores of advertis- Hindi soaps is the fact that such audiences are They are more conscious today of their own ing marketing spend ride on the success of a demographic profile. It could partly also be fiction series. Hindi fiction is one of the most- because fictions are primarily targeted towards watched genres in the country. According to Nearly 20 per cent of housewives. The characters and plots too revolve TAM (C&S4+HSM), almost 20 per cent of the around womenfolk. overall viewership for the Hindi GEC genre Hindi GEC viewership “At least, the SEC A audience does not want comes from the SEC A audience. to be associated with television in their social and So, what gives? Is the average SEC A view- comes from SEC A. virtual circles. It may mean that those who watch these serials have an inert social life; too much time to spare; or plain jobless,” says Jamnadas Majethia, chairperson and managing director, Hats Off Productions. “Also, fiction in India means ‘mass’, and such viewers would rather belong to the ‘class’ seg- ment,” he adds. A top channel head also makes an interesting comment on condition of anonymity. He says, “We associate with people who work until 10 at SUSHIL KUMAR FOTOCORP FOTOCORP !34>> (From left) Majethia, Karnik, Joshi, Kapoor: it’s not so cool
STAR GOLD Meanwhile, as far as the Hindi general entertainment channels are concerned, Bodyguard stood next only to 3 Idiots, which had clocked Bodyguard Beats Singham a 10.9 TVR on Sony Entertainment, but it moved ahead of Khan’s pre- The premiere of the Salman-Khan starrer has proved vious release Dabangg, which had to a big hit for Star Gold. News Bureau clocked 9.2 TVR on Colors. Hemal Jhaveri, GM, STAR Gold, says, “There is much ollywood actor Salman with a total of 226 GRPs. more in store for our viewers Khan’s charisma works An approximate 124 million this year with a strong line-up Bjust as well with television viewers tuned in to watch the of new titles such as Ra.One, audiences. This was evident from movie. About 38 per cent of them Rockstar and Force.” the fact that the premiere of the were men (15+ years); about 35 Jhaveri notes that the buying Salman Khan-starrer Bodyguard per cent were women (15+ years), decisions taken by the channel garnered massive ratings overtaking and 26 per cent were kids (4-14 since 2010, have begun to pay divi- Ajay Devgn’s Singham. Bodyguard years). dends. The channel’s market share which premiered on November 12, According to STAR Gold, the has improved by as much as 50 per had an astonishing TVR score of 10 markets which contributed the cent. With more premieres lined (TAM C&S, 4+, HSM) beating highest vieweship for Bodyguard up, Jhaveri expects the channel to the 8.7 Singham managed. It has were Mumbai (15 per cent), sustain and grow its current view- helped the Star Gold add 67 GRPs Delhi (14 per cent) and Uttar ership in the coming months. to its pocket as it ended the week Pradesh (10 per cent). [email protected]
40 afaqs! Reporter, December 1-15, 2011
JWT A New Creative Path In an interview with afaqs! Reporter Bobby Pawar, the newly-appointed chief creative officer and managing partner at JWT India, and the agency’s chief executive officer Colvyn Harris, speak about the new creative structure at the organisation, the need for it, and the goals they’ve set for the future. By Shibani Gharat and Devina Joshi
environment changes around us and hence the organisation has to adapt to these changes. Our ECDs here run and control more business than NCDs in some other organisations. Hence, you need to give them the stature that the outside world, especially clients, recognise. In cricketing terms, an organisation of the size of JWT needs one captain, but it may need three vice-captains.
JWT has experimented with a twin-NCD structure in the past (Josy-Aggi), which seemed to have failed. So, what is the reason behind experimenting with multiple NCDs, once again? Colvyn Harris: I am not experimenting, I am an innovator. (Smiles) Bobby Pawar: It is unfair to say that they left. Josy was always a start-up guy, and he got the opportunity to do what he wanted. Aggi has Bobby Pawar (left) and always been an entrepreneur of sorts. Both got Colvyn Harris an opportunity and did what they wanted to do.
FOTOCORP JWT never lost accounts during their stay, so who is to say it didn’t work?
he last few years have been fairly event- zone is what I wish to begin with. My job is not What do you consider a big challenge right ful for JWT. The latest big news at the ad to be a class monitor, but to help everybody get after you assume responsibility at JWT? Tagency is that Mudra’s Bobby Pawar is set better at what they do. Bobby Pawar: My role would be to spot tal- to come onboard as chief creative officer (CCO) Colvyn Harris: As CCO, Pawar will convert the ent, to make sure that the best talent gets the and managing partner, while three of the agency’s entire organisation to a creatively driven one. He best opportunity so that the brands that we are executive creative directors (ECD)–Tista Sen, will be at the centre of ideas and creativity, but entrusted with get solutions. The place will have Senthil Kumar and Swati Bhattacharya–have been everyone has to participate in the process. His to evolve in terms of being experimentative and elevated to the post of national creative directors skill, his passion and his understanding of creativ- trying out new things. That is also going to be (NCD). For three years, since the departure of ity is what I found most crucial. my objective. That is somewhat similar to what Agnello Dias, the post of NCD has been vacant at I have done over the last four years at Mudra. JWT. What’s with the sudden card shuffle? What From no NCD in three years to three NCDs My motto is ‘Let’s do one thing that scares us led to this new creative structure, and how will it in a day, what is the reason? everyday.’ This will also help us get out of our help the agency? In a freewheeling chat, Bobby Colvyn Harris: We wanted someone to build comfort zones. Pawar and Colvyn Harris talk about the changes. our creative vision and set that bar, which only Colvyn Harris: Our gameplan isn’t just for Pawar can do. But we also wanted someone to India, it’s global. We aim to achieve local admi- What triggered your decision to join JWT execute that vision. We were initially structured ration for our work. We also want to achieve India? Were you unhappy at Mudra after its in a way where we always had executive creative recognition at a global level by winning awards. acquisition by Omnicom? directors. The title ‘national’ was never given, The other role that Bobby will play is to be Bobby Pawar: It was not a case of being unhap- because it signified a small agency with one a part of our global creative council. Hence, the py. There was no fear of a larger network taking branch office. work that we produce has to be at par with our over, and there were several logical reasons to But you need to start tapering leadership to global counterparts. After all, JWT India is an stay back. But JWT is a once-in-a lifetime oppor- a point. Even if you have a purpose, you need a important part of JWT globally. tunity. The agency has a legacy. It has done great structure that helps you deliver on that purpose. work and has some of the best and the biggest Hence, to service our agency’s huge scale of The agency has seen several exits in the brands in the country. That gives you a great operations, we decided that we need to relook at recent past. What’s the reason? platform. The opportunity to add to that legacy, our talent strategy and have a multi-level talent Colvyn Harris: Loosely, people say there have to bring in more creative lustre and point a way structure. There are many talented people across been so many exits at JWT. But, what people don’t forward is what I was attracted by. various offices, but there was need for a seamless know is the reason for their exits. platform. JWT is a huge ship. When you run a big We have a concept called planned attrition. What will be your mandate at JWT? ship, it is better to have more than just one cap- In a talent-driven organisation like JWT, when Bobby Pawar: My mandate here is to partner tain. Tista, Swati and Senthil help form that apex. there are three people who perform similar kinds Colvyn Harris, and make the organisation a high- Bobby Pawar: Elevating some people to the of jobs, and one of them excels, then you reward ly creative one. Collaboration, experimentation, position of NCD is not really a reaction to getting ideas, and getting out of your comfort the past, but a step towards evolution. The !(1>>
42 afaqs! Reporter, December 1-15, 2011 MTS Wooing Women The novel MTS Saheli initiative is travelling across West Bengal to spread awareness about the company’s voice and data offerings among women. News Bureau
elecom service provider MTS, promoted by Sistema Shyam TeleServices (SSTL) Thas tweaked its ongoing ‘MTS on Wheels’ below-the-line (BTL) campaign in a bid to attract women consumers in West Bengal. It launched the ‘MTS Saheli’ initiative in the state recently. and the recharge zone pro- The initiative aims to provide a range of telecom vide instant recharge service. services to women consumers at their doorsteps. Alongside the team of MTS As part of the initiative, there is an air-condi- ‘sahelis’ there is also a covey tioned bus, manned and driven by women, who of physicians and beauty demonstrate the range of products and services experts who provide health offered by MTS. During this drive, the bus trav- and wellness tips to cus- els through various cities and towns, company tomers. Speaking about the executives interact with women customers, collect activity, Keshhav Tiwary, product feedback from them, and address queries chief operating officer related to voice and data services. (COO), Kolkata and West The bus boasts of all the features and facilities Bengal circle, MTS India, customers experience at regular MTS retail outlets. says, “MTS Saheli, as the It travels across West Bengal covering 30 towns ous services such as value-added-service (VAS), name suggests, aims to be a including Kalyani, Salkia, Bally, Belur, Howrah, data products, experience and recharge zone. dear friend and a companion to women customers, Andul, Tribeni, Bandel Church, Imambara, While the service zone provides details about both professionals and homemakers alike, who are Chandannagore, Bhadreshwar, Serampore, issues like handset servicing, the VAS zone has keen to join the MTS family, and make them feel Konnagar, Rishra and Hindmotor. During its MTS staff giving demonstrations to customers on special and privileged. Women customers form a 45-day road run it will cover women’s colleges and using the multiple VAS offerings effectively. At substantial chunk of our subscriber base.” Bengal hostels, and malls in those cities. the data product zone, women consumers experi- and eastern India are MTS’ focus markets. The bus has several zones earmarked for vari- ence the data services through free internet access, [email protected]
<< $ !(' or people could say that JWT is ‘los- we relentless in our purpose? Yes. ways. You must credit us in know- ing people’, we do not know. A client needs solutions and his ing when we would like to keep a A New... only priority is his business. A client client. JWT lost some of its key projects, takes the right decision for his brand Bobby Pawar: You also need to only that person, not all three of including those for PepsiCo each time. We have had our share of have the thought leadership, and not them. Three years down the line and Airtel. Do you think it was successes and failures like any other just the numbers leadership. what the other two realise is that because of lack of a unified crea- agency. But by and large, a JWT they are not playing the same kind tive leadership? client is usually there for life. But There are rumours that JWT of game–hence, they start floating Colvyn Harris: When you play brands and clients, at times, come owns a stake in TapRoot... their CVs around and eventually one-day cricket, you cannot always and go. We believe that we own the Colvyn Harris: (laughs) Just ring move out. From our perspective, win. We did lose out on some large brand as much as the client, because up Aggi and ask how much stake what will we call it? It can be either projects. Did it hurt us? Yes. Will we are equal partners on that brand. JWT owns in TapRoot. planned attrition, eased out attrition, we let that happen again? No. Are But business loyalty works both [email protected]
MATT SEDDON I CEO I SAATCHI & SAATCHI The Itinerant Ad Man By Shibani Gharat ture with a local public relations firm, the first international agency to win an international award for our work in Vietnam,”says Seddon. The agency had won a CLIO for a Head & Shoulders print ad. Seddon says lthough British by birth, Matt Seddon, the newly appointed CEO at he is grateful to Saatchi & Saatchi for having faith in him and giving him Saatchi & Saatchi, has spent considerable amount of time in Asia. afaqs! an opportunity to start something from scratch. The Ho Chi Minh City AReporter tracks Seddon’s journey from the UK to Singapore, via Vietnam branch was merely a satellite; the license resided with the Singapore entity. and the Philippines, and finally to India.dia. After five years in VietnamVietnam,, Seddon nonow a GM, was asked to shift base Born in UK, Matt Seddon hadd to move to Singapore with ttoo Kuala Lumpur. The Kuala Lumpur office hadn’t yet recovered from his father when he was five years old. Since his childhood the 1997 financial crisis. His task wwas to rebuild the agency’s busi- he understood what it meant to lliveive in a different culcul-- nnessess almost from scratch. After fifivev years, when his mentor Patrick ture. He went back home to completemplete his education PitcherPitcher jjoinedoined JWT in Manila, SSeddone too went along. The added and took up his first job at D’Arcycy Masius Benton & advantaadvantagege was that his wife was from the Philippines. Bowles (DMBEB) as a trainee aaccountccount executive in In 2007, the Manila branch wasw the most awarded JWT office London. That was way back in 1987.87. He had no formal at Cannes with one ggoldold and ttwow silver Lions. education in advertising, apart fromm havinhavingg taken a few Seddon then shifted from JWJWT to Saatchi & Saatchi Manila in courses at Institute of Practitionerss in AdvertisiAdvertisingng ((IPA)IPA) 22008.008. “I love the Saatchi atmoatmosphere,”sp says Seddon. in London, during his tenure at DDMBEB.MBEB. He feels that his India sosojournjo would be his biggest chal- Then in 1992, Seddon moved toto Y&R Hong Kong. “I lenge till date. But, he also beliebelievesv that there are plenty of things think having grown up in Asia, therehere was alwaalwaysys a yyearn-earn- in common between the regiregions.o “Advertising is a relatively ing to get back out East,” says he. HHee met his now wife on easeasyy thing to do. ThereThere are category generic ads–be it his very first day at Y&R Hong Kong.ong. FMCG, Telecom or kitchenware. The challenge is He was a director of internationalternational accounts there, and handled cclientslients such as Holiday Inn, Lufthansa,ansa, The challenge is to Camel Brandy, and AT&T. The jjobob demanded extensive travelling, andand get people who are he loved every minute of it. “I hadhad determined to do a fantastic chance to get to know tthehe region and know more about Asianian something different. culture.” After Y&R Hong Kong, Seddon’sn’s to ggetet people who are determined and relationship with Saatchi & Saatchichi passipassionateo enough to do something began in 1994-95. He was origi-gi- ddifferent.”iffer nally posted at Saatchi Singaporeore HHis initial mandate at Saatchi & but had to focus extensively on tthehe SaatSaatchi would be to bring in people Vietnamese market. “There wereere whwhoo are bold, passionate and capable two big accounts there–P&G aandnd of tthinkingh outside the box. “My job Tiger Beer. I used to move in and out iiss to transmit the Saatchi vision and of Vietnam. But very soon, it becamecame ccultureultur to such passionate people.” apparent that I would have to be based GrGrowingo the bottomline for him in there full-time,” he adds. IIndiandia is as important as improving the In 1995, he moved to Hanoi aandnd later qqualityuality ooff work. “Saatchi & Saatchi needs opened an office in Ho Chi Minhinh City.City. a strong IIndia. I also want the agency to Over the course of five years, thee branch llookook at devdevelopinge a strong digital business had expanded enough to have a work-work- by nature andand not just by design,” concludes force of 45 people. “We were thehe first SSeddon.eddon. international agency to form a jointnt veven-n- [email protected]
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0 afaqs! Reporter, December 1-15, 2011 VODAFONE Red Goes Blue Conceptualised by Bates Landscape, the month-long campaign tried to promote Vodafone’s new low-cost internet enabled handset manufactured by Alcatel. News Bureau
ongoing communication among its target group comprising 16-25-years-old consumers, who are the biggest users of social networking sites through mobile internet. According to Praveen Vadhera, country head, Bates Landscape, the OOH execution takes for- ward the key visual look of the campaign, and creates intrigue about the product. “The idea is to create a strong brand recall for the world’s first
“The idea is to create recall for the world’s first prepaid phone with Facebook integration .” PRAVEEN VADHERA SUSHIL KUMAR
fter taking the television route, Vodafone A Vodafone billboard in Mumbai launched an out-of-home (OOH) cam- “The campaign is Apaign to promote its newly-launched Cuppa Coffee as part of the campaign. It branded aimed at mobile handset Vodafone 555 Blue. the walls along with the table tops inside eight The month-long campaign was rolled out across outlets of the coffee chain. youngsters 13 cities which include Mumbai, Jaipur, Chennai, Speaking about the campaign, Anuradha who are heavy Lucknow, Allahabad, Gorakhpur, Varanasi, Delhi, Aggarwal, vice-president, brand communication Facebook users. ” Kolkata, Guwahati, Shillong, Bengaluru and and consumer insights, Vodafone India, says, “The ANURADHA Hyderabad. outdoor campaign aims to present the life of users As part of the OOH campaign, Bates Landscape on Facebook, and all the activities they regularly AGGARWAL used various OOH platforms such as billboards, undertake with ‘Vodafone Blue’ at the centre of backlit bus shelters, and gantries. The agency used it all.” billboards of various sizes ranging from 40x20 feet Conceptualised and executed by Bates prepaid phone with full Facebook integration and to 30x20 feet. It created a large cutout of a handset, Landscape, the campaign aimed to promote the experience while on the move,” he says. interspersed with Vodafone and Facebook logos, as Vodafone has developed the 555 Blue handset well as characters from its television commercial. in collaboration with Facebook. Manufactured by The agency also added branded glass windows Vodafone developed the Alcatel, it has a built in Facebook key, and provides and walls of coffee shops located inside malls such 555 Blue in collaboration user experience optimised for social network ori- as Express Avenue and Spencer’s retail outlet in ented internet usage at an affordable price. Chennai. It also tied up with coffee chains such as with Facebook. [email protected]
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0 afaqs! Reporter, December 1-15, 2011
A round up of some major people movements >> MOVEMENTS/APPOINTMENTS<< in the last fortnight
ADVERTISING
n a surprise move, will help the regulato- chairperson and CEO IBobby Pawar, the chief ry body to generate the since 2008. creative officer (CCO) of necessary consciousness Orchard Advertising Mudra group, has joined towards fair advertising has roped in Partha JWT India as CCO and practises in the online Sarkar as vice-president, managing partner, India. domain, claims ASCI. client servicing and We wonder if it’s got Creativeland Asia has planning. Sarkar moves something to do with appointed Harshad Lad in from Meridian Mudra’s acquisition by as head, creative opera- Communications FOTOCORP BBDO. The position SUSHIL KUMAR tions, and Neville Shah Mumbai. He replac- at JWT has been vacant BOBBY PAWAR KAMAL BASU as creative director. Prior BINDU SETHI es Rajiv Viswanathan. since Agnello Dias quit to this appointment, Lad He will head the agen- three years ago. Pawar, was vice-president at Ogilvy India and brings with cy’s Mumbai branch and will be responsible for based in Mumbai, will him 16 years of experience. Shah has been associ- handling Godrej Consumer Products, Piramal helm JWT’s creative ated with agencies like TBWA, Mudra and JWT Healthcare, Viacom 18, and the recently-acquired teams across India. in the past. Dwarka Milk. With the appoint- Sharmila Malekar had been appointed as sen- After a two-year stint as chief strategy plan- ment of Pawar, JWT has ior vice-president, Mudra West. Prior to this, ning officer at Grey Asia Pacific, Bindu Sethi has restructured its creative Malekar was managing partner at Mind Mirror, resigned. Sethi joined Grey India in 2009 as the team by promoting three a research and strategic national planning director. In May 2010, she was of its ECDs–Tista Sen, consultancy. Malekar will promoted as the chief strategy planning officer for Senthil Kumar and Swati help strengthen business- Asia Pacific. However, she continued to handle the Bhattacharya–as NCDs. es like ITC, Jyothy Labs India responsibilities as well. TISTA SEN In Mumbai Sen will and Electrolux. lead the creative team; Koustuv Chatterjee Bhattacharya in Delhi; joins LG Ad as creative OOH AND BTL and Kumar overseeing partner. He will head the the south. All three will creative department at LG aqshya Media’s report to Pawar. Ad, and will work with LCEO, Indrajit Sen Advertising Standards Nitin Makdani, business has quit and will now Council of India (ASCI) head, LG Ad. Chatterjee MATT SEDDON work as an independ- has appointed Rajan was earlier creative part- ent consultant with Anandan, MD and coun- ner at Ogilvy, Kolkata. marketing, and out- try head, Google India, Kamal Basu, CEO, Saatchi & Saatchi, has called of-home companies. as a member of its board. it quits after 11 years at the agency. Basu will be Currently, Sen is SENTHIL KUMAR Anandan’s appointment replaced by Matt Seddon who moves in from Ace working on two pro- FOTOCORP Saatchi & Saatchi Philippines, where he was vice- jects. The first is with INDRAJIT SEN Healthspring (funded partially by Narayan DIGITAL Murthy-led Catamaran, and Reliance Capital), which provides institutionalised primary roximity India has roped in Punit Singh as healthcare to families and the corporate sector Passociate vice-president, digital technology. through community care centres. He is also Singh will lead the digital technology division at working with Ckon Impex, which is involved the agency and will report to Ranjeev Vij. Singh in design, supply, and the installation of LED previously handled the digital strategy for India Video displays and LED lighting systems.
SUSHIL KUMAR and Malaysia at Reliance MediaWorks. SWATI BHATTACHARYA RAJAN ANANDAN !(%>>
PAGE NO. 46
GODREJ NUPUR << $ !(& MOVEMENTS/ APPOINTMENTS Adding Sheen MEDIA To promote its herbal henna brand Nupur, Godrej carried out an DTV has Nappointed innovative activation that featured a talking mirror. News Bureau Vikram Chandra as executive director n a bid to promote Nupur mehendi, for a period of five a product from the Godrej stable, the years. In August, Iconsumer goods company recently he was promoted launched a below-the-line (BTL) activity as group CEO. involving a 8x10 feet ‘talking mirror’ to Chandra has been raise awareness about harmful chemicals associated with SUSHIL KUMAR used in hair dyes, and the long term ben- the NDTV Group VIKRAM CHANDRA efits of using the Nupur henna brand. since 1994. Over The two-way interactive mirror time Chandra has taken various corporate grabbed the attention of people who responsibilities at the company. passed by. After all it was a mirror that Prashaant Bhatt, who was the creative could talk. To initiate the conversation, head for various successful shows at Balaji the mirror first asked questions like, Telefilms, will now head the fiction prop- “Hey, the lady in white salwar, where erties for Colors. He will commission new are you going?” The mirror would then shows and concepts which will better engage speak about hair care related issues and and entertain viewers. He will report to Raj offer tips on managing those problems. Nayak the CEO. Women could also sample some of the The two-way interactive ESPN STAR Sports (ESS) has promoted Nupur products at the venue. In addition, mirror grabbed the attention Sanjay Kailash to executive VP and head an emcee conducted quizzes and other of sales for its India operations. Kailash on-the-spot games related to the product. of people who passed by. Most will have the responsibility of delivering The winners were handed Godrej Nupur improved revenue from advertising, affiliate product hampers. found the idea of a “talking” sales, digital media The on-ground campaign was carried and event manage- out over three consecutive weekends in mirror quite amusing. ment. six malls in Delhi and NCR, including Shyam Chhabria MGF Metropolitan in Gurgaon; DLF Saket; Great create an impact among the target audience.” joins ET Now as India Place, Noida; V3S, Laxminagar; City Square, He adds, “Currently, the brand competes with head of branded Rajouri Garden; and EDM, Ghaziabad. It reached both organised and unorganised players. Therefore, content. Chhabria’s approximately 13,000 people during this period. A something really innovative was required to catch mandate is to Godrej Nupur fan page on Facebook too kept users the consumer’s attention. Anything mundane may create stronger informed about the ongoing activity. not have been attractive enough.” relationships with According to the company, the product contains The activation, which concluded recently, prospective clients the extracts of nine herbs, such as brahmi, shikakai, aimed at inducing product trials among women in SHYAM CHHABRIA by designing prop- aloe vera, methi, bhringraj, amla, neem, hibiscus the age group of 15-45 years. erties that address and jatamansi. Talking about the response, Roy says, “The client needs and make for interesting This activation was conceptualised and imple- audience was left intrigued and amused by the viewing. mented by Integrated Experiential Services (IES), mirror’s tips on how to become more confident Zoom TV has appointed Hersh Bhandari an arm of Madison World. and flaunt a crown of beautiful hair. It was very as head of sales. Earlier, Bhandari was with Talking about the brief, Saumen Roy, business well received by women. Men too walked up and Sri Adhikari Brothers as the business head. head, IES, says, “The brief was very simple. We had sampled the product.” Bhandari will report to Hemant Arora, chief to create something clutter-breaking in order to [email protected] sales officer, Times Television network.
PAGE NO. 47
0 afaqs! Reporter, December 1-15, 2011
NEWS CHANNELS Reinventing Infotainment Seven years ago STAR News hit upon an advertising gold mine with Saas Bahu Aur Saazish. It is a low-cost format, and beefs up average GRPs. Its appeal looks set to endure. By Anindita Sarkar
t a time when the life span of TV shows is Despite competition increasing in the category, shortening rapidly across news channels, “Such shows help SBS continues to garner the highest viewership in Athe afternoon entertainment shows that news channels the genre. focus on soaps and reality shows seem to be cut- mop up precious STAR News leads the slot with 18 per cent ting the mustard with audiences. market share. During 1.30-2.30 PM, when SBS is Saas Bahu Aur Saazish (SBS) on STAR News GRPs on a tricky not telecast, India TV leads the slot with 15.5 per has managed to complete seven years of existence. time band at very cent share, followed by Aaj Tak with 14 per cent That’s more than 2600 episodes, every day of the share. However, from 2.30-3.30 PM, STAR News week, 365 days a year. In fact, earlier this year, little cost.” leads with 22.6 per cent share, followed by Aaj Tak STAR News also decided to increase the duration AMIT RAY at 14 per cent and India TV at 13.5 per cent.
of the show, from 30 minutes (2.30-3 PM) to an FOTOCORP So, what has helped the show retain its appeal hour. for seven long years? Amit Ray, former president, Lintas Media Prabhakar, head, CMS Media, notes that while Group, says, “In an era when news channels are “Indian audiences the 2.30-3.30 pm time band is not a very engag- continually being plagued with stagnancy in view- love entertain- ing slot during the day, as it primarily features ership, such shows help in mopping up precious repeat shows, the entertainment coverage during GRPs and thus create a better market percep- ment. But with the primetime on news channels has also reduced tion. As a result, since SBS was doing well for the time, fatigue significantly. channel, STAR News decided to experiment by could set in .” Also, in this time band, viewers, especially increasing the length of the show.” women, are free to watch television but don’t have SEJAL SHAH Interestingly, the afternoon band is a tough much choice. They choose to watch formats that nut for news channels to crack. Housewives are help them understand their favourite characters on SUSHIL KUMAR not too interested in incremental news develop- serials better. ments in the afternoons. Star News understood “A lot of “And, over the years, SBS has increased inter- that fairly early. Its SBS ended up creating a new activity through character feedbacks, with more niche for the Hindi news channels wherein in they women-oriented engaging information, which has helped the show had to invent a new format where soaps and reality categories such as sustain its viewership,” says Prabhakar. Ergo, on shows like Bigg Boss were analysed, dissected and shows such as SBS, viewers are bombarded with given the same treatment as breaking political or sarees and jewel- salacious background information about reality sports news. Imitation, it is said, is the best form lery buy spots show contestants and detailed analysis of even fic- of flattery. Aaj Tak’s Saas Bahu Aur Betiyan was during SBS.” tional characters on soaps. a direct counter to SBS. E24’s U, Me Aur TV SBS was the first to bring in the entertain- and Serial Jaisa Koi Nahi on IBN7 followed suit. NEERAJ SANAN !3&>>
<< $ !(4 “Furthermore, anything writ- Paritosh Joshi, CEO, STAR CJ watch such shows on TV.” ten and used as a status update is Alive, says that people only tend to A Problem... expected to generate and regenerate see things through self-selection. BUT... remarks. So, if it’s local fiction, not For example, while on Twitter, one owever, even as the acceptance night. Where is the time to watch everyone on that page may be able can selectively choose whom to fol- His almost nil, there are sub- such shows which primarily occupy to relate to what is being written,” low, a Facebook page is more about segments of the fiction genre that do the 8-10 PM slot?” says Karnik. friends and buddies. “And, the case find space in the socio-virtual world, Also, TV lacks star appeal. It’s maybe that the people who are fol- say experts. rare for a television actor to become JUST PASSIVE VIEWING lowed, tagged, or added as friends Jagdeep Kapoor, chairman a rage in this country. And, with owever, while the language by a certain segment, do not actually and managing director, Samsika so much clutter, not all faces are Hbarrier, too, can play a signifi- Marketing Consultants, cites the remembered. “Television is more cant role in influencing people to examples of shows such as Bade of a habit, while movies are pas- not accept or discuss their favourite Achche Lagte Hai on Sony, and sion points. To watch and discuss fiction on Facebook or Twitter, Taarak Mehta Ka Oolta Chashmah international shows such Dexter or there are many who actually do on Sab TV. He says, “While there Sex In The City is considered cool,” not watch such shows. And, oth- is hesitation to affirm one’s asso- says Anita Karnik, principal partner, ers are passive viewers, forced to ciation with TV, and even more Invention, Mindshare. consume this genre in a single TV with the Saas-Bahu fiction, upscale household. and progressive shows such as Bade READ MY NEW ‘STATUS Achche... can be discussed easily. UPDATE’ And, while people are selective in s far as the social platforms are The ‘coolness’ of status update mat- talking about the serious fiction they Aconcerned, it’s also about the watch, fiction in the fun genre such coolness of your ‘status update’. ters on social networks. Discussing as Taarak Mehta... can be discussed There is a certain amount of snob- easily and frankly.” bery attached to what one watches. Hindi Soaps dents your appeal. [email protected]
50 afaqs! Reporter, December 1-15, 2011
Well-known professionals write on issues that they feel passionately about
JOHN MERAKOVSKY Cracking the Code
ver the next few years, more annoying than on the big a series of technologies screen, but this just means market- such as near-perfect ers have to work harder at making voice recognition and the ads relevant. Targeted mobile Onear-field communications will display advertising will be the most reach maturity and converge on hotly contested vendor space in our mobile phones, transforming 2012. Having the ability to target consumer behaviour in ways that consumers based on behaviour, marketers, technologists and futur- demographics and lifestyle data is a ists can’t yet predict. winning strategy. The worldwide demand for So, how to divide your budget? smartphones and ‘service delivered Where you invest is dependent on through software’ will facilitate a the nature of your priorities. Are bewildering array of applications you trying to acquire new custom- through which brands will com- ers, improve average revenue per municate, sell, and service their customer, increase customer sat- customers. Marc Andreessen of isfaction through greater service? Netscape fame calls it ‘software eat- Marketers will have to do the math ing the world’. and ask themselves, for every dollar Smartphones will reach near I spend, which channel will give me ubiquity as device and data prices the biggest return on investment? tumble. How does the modern mar- More and more of our time is keter, who waits to jump on the ! 5 6 ! spent on smartphones, but there’s mobile marketing bandwagon, navi- only so much consumer mindshare gate through this rapidly changing 5 '4"'7 marketers are going to be able to get. ecosystem? Don’t waste time duplicating the message and use the most appropri- KNOW YOUR CUSTOMER desires. Relevancy is the best tool BALANCE MOBILE ate channel to meet your business he high functionality of smart- for high engagement. Marketers WEBSITES AND APPS objectives. Mobile websites and Tphones and the bandwidth now have more data than ever pps will become a dominant apps will coexist and the balance provided by 3G now means con- on which to build relevant cam- Aforce in customer communi- of how you use them will change sumers can be reached via multiple paigns. Behavioural data from web cations. Apps totally blur the lines as consumer behaviour on these channels (voice, SMS, MMS, email, browsing and transactional data between dialogue, service and mar- devices continues to evolve. social and location services) 24x7. from e-commerce promise great keting. But, organisations shouldn’t Businesses looking to integrate Our phones are truly an extension insight as to what consumers really depend on them alone. Mobile web- mobile into their marketing mix of ourselves, and the one device want, rather than what they told sites are a must. Every phone will are faced with some uncertainty. that ensures marketers are reaching you in a preference page or sur- have an HTML 5 browser, but not Will social media kill e-mail mar- one consumer, and not one house- vey. When consumers opt-in for every consumer will install your keting? Facebook Messenger now hold. And, that is precisely why the your mobile communications using app. Currently, too few organisa- has SMS in its sights, as Google+ burning issue for the modern mar- their Facebook identity, imagine tions build websites optimised for does Facebook. The two things I’m keters is one of identity. Failure to how relevant your messages can smartphones, resulting in unbear- confident of are that if you link your resolve your databases of customer be, coupling their shared social data ably long rendering times and poor customers’ identities across these phone numbers, e-mail addresses, with behavioural and transactional user experience. This is simply a channels, you have a chance to estab- and social IDs to a unique identity is histories. missed opportunity to acquire a new lish an ongoing two-way dialogue costly. The over-messaged consum- Analytics is then crucial to avoid customer. While it may not have with consumers on their mobile er is fatigued with little patience for drowning in a sea of data. If you the flexibility and power of an app, device, regardless of which channel brands who don’t really know who think cross-selling is a myth, con- HTML 5 promises the ability to cre- wins. Mobile is a sure investment they are. The crucial first steps in sider that 30 per cent of Amazon ate highly interactive sites with great for marketers today, regardless of this journey require you to cleanse sales come through recommenda- advertising potential. One of the industry or target market. As tech- and resolve your existing data, and tions at the point of sale. Aside from simplest and most effective strate- nology advances with time, mobile make sure new contact information propensity modelling, building a gies is to use an optimised mobile marketing will become more cost- is validated as you collect it. preferred channel model based on site to encourage the consumer to effective and cross-channel-friendly, Consumer data quality has always consumer responsiveness is criti- install your app. but organisations will only reap the been a key issue for the successful cal to understand what content the Mobile internet usage is growing benefits through targeted campaigns direct marketer. Likewise, the key consumer responds to and when. much faster than fixed-line internet and identity management. to a successful mobile campaign, SMS is an interruptive channel. Use ever did. Accordingly, more and as it’s always been for any direct it only when the consumer wants to more online display budgets are (Based in Hong Kong, John Merakovsky channel, is to make sure it’s tar- be interrupted, like when product migrating from PCs to mobile web- is managing director at Experian geted at the consumer’s needs and supply is low, or time is short. sites. Sure, mobile display ads are Marketing Services for Asia-Pacific).
52 afaqs! Reporter, December 1-15, 2011
BOSCH Pick Me Up As part of its new campaign, the home appliance company has put up life-sized washing machines on conveyor belts at certain airports. News Bureau
n a bid to publicise its entry into India, and especially create a buzz Iabout the launch of its washing machine range, the Germany-based Bosch Home Appliances recently kick-started an innovative outdoor campaign. As part of the on-going cam- paign, which started in November, the home appliance company has put up a life-sized washing machine on the conveyor belt at the Hyderabad and Delhi airports. The gift-wrapped machine moves along with passenger baggage on the conveyor belt. (Left) A replica of Bosch washing machine at Hyderabad Airport and a hoarding in Delhi In addition to this, the company has also put up hoardings of vari- to design a campaign which would our research arm, we identified sage better, since anyone who ous sizes ranging from 40x20 feet herald Bosch’s arrival in India, areas like airports, premier build- comes into the country arrives at and 20x20 feet). These are spread and in addition, the launch of its ings, and roads frequented by upper the airport first.” across 35 cities, with messages such washing machine.” The activity is crust consumers in cities.” Talking about the challeng- as ‘We look at our machines as most targeted at SEC A customers. He says, “We used the airport es, Nayak says, “The company is of the world look at their children’; Nayak adds, “With the help of conveyor belt to convey our mes- obsessed with its machines and their ‘We are Germans, we are mad about look, and treats them differently. machines’; and ‘Nothing leaves our While designing the creatives, we factory until it is 100 per cent’. Set “We were asked to design kept that in mind.” against a white backdrop, a picture a campaign which will Bosch Home Appliances is a 100 of the washing machine is carried per cent subsidiary of Bosch and with the red Bosch logo, along with herald Bosch’s arrival in Siemens Home Appliances Group the copy. India, and the launch of its (BSH), which forayed into India The campaign was designed and first product line–washing a couple of months back. While executed by Brandscope, a division Bosch has had a presence in India of Posterscope. Talking about the machine .” since 1953 as an auto component core thought behind the activity, HARESH NAYAK maker, this marks the debut of its
Haresh Nayak, managing director, MD, POSTERSCOPE consumer appliances division. Posterscope, says, “We were asked [email protected]
Stories featured on this page highlight innovative usage of media using various vehicles like print, broadcast, digital and out-of-home.
afaqs! Reporter, December 1-15, 2011 53 1) MRS. PAREKH RECIEVING LIFETIME ACHIEVEMENT AWARD ON BEHALF OF MR. DEEPAK PAREKH OF HDFC 2) MR. SUDHIR HASIJA AND MR. PRADEEP JAIN OF KARBONN MOBILES RECEIVING AWARD IN THE FMCG (ELECTRONIC GADGETS) SECTOR 3) MR. RAJESH JEJURIKAR OF MAHINDRA & MAHINDRA RECEIVES AWARD IN AUTOMOTIVE (4 WHEELER) SECTOR 4) MR. ANIL KHANNA OF BLUE DART EXPRESS LTD. RECEIVES AWARD IN THE LOGISTIC SECTOR 5) MR. SUVENDU ROY OF TITAN INDUSTRIES LTD. RECEIVING AWARD IN THE FMCG (F&L) SECTOR 6) MS. MANISHA GUPTA OF AXIS BANK RECEIVING AWARD IN BFSI SECTOR. 7) SHANE GIBSON, AUTHOR - "GUERILLA SOCIAL MEDIA MARKETING" ADDRESSING THE HOUSE 8) MR. NITIN PARANJPE, CEO & MD OF HUL WITH MR. ASHOK VENKATRAMANI, CEO OF MCCS 9) LAUNCHING OF STAR NEWS ‘WORLD CSR’ LOGO STAR News Brand Excellence Awards 2011
24th Nov 2011 at Taj Lands End, Mumbai. STAR News BE Awards, an independent brand recognition exercise initiated to give recognition to those brands and marketers who have achieved extraordinary success from innovative and effective marketing practices, with regard to the particular circumstances of different industries, budgets and the diversity of marketing programs.
10) MR. NEERAJ ROY OF HUNGAMA RECEIVING DIGITAL CHAMPION AWARD 11) PROF. ATANU GHOSH OF IIM AHMEDABAD RECEIVING AWARD IN ACADEMIC SECTOR 12) MR ISSAC GEORGE OF GVK RECEIVING AWARD IN REAL ESTATE SECTOR 13) MR. RAMESH MENON OF AIRTEL RECEIVING AWARD IN THE TELECOM SECTOR 14) CHIEF GUEST MR. NITIN PARANJPE, CEO & MD OF HUL DURING HIS SPEECH 15) MR. SANDIP TARKAS OF FUTURE GROUP RECEIVES AWARD IN THE RETAIL SECTOR 16) DR VENKATRAM RAMASWAMY, PROFESSOR OF MARKETING, CIS, STEPHEN M ROSS SCHOOL OF BUSINESS ADDRESSING THE HOUSE 17) STAR NEWS BRAND EXCELLENCE AWARD 2011 WINNERS , !,
ANUJ KUMAR CEO, Affle
am currently reading The Google IStory by David Wise. Being a tech- nology-media entrepreneur myself, I have always found Google’s journey, from a young start-up to becoming one of the most successful technol- ogy companies, quite amazing. This book is a great read as it has a lot of interesting and inspiring stories about the early days of Google which really helps one get a better understanding on how Larry Page and Sergey Brin built this amazingly successful company despite all the challenges. It’s a must read for any aspiring entrepreneur or innovator. I must confess that I am not one the biggest readers but enjoy reading occasionally when I am traveling, which is quite often the case. Most of my recent readings have been biographies and autobiographies. Two of my all time favourites in this genre include The Making of a Cricketer by Ajit Tendulkar and The Road Ahead by Bill Gates, Nathan Myhrvold and Peter Rinearson. These are people I really admire and amongst all the books written by them, I find these the best. I have not been much into fiction since the school library phase. Godfather by Mario Puzo still remains my favourite in this genre. However, quite strangely, I read this book after I had already watched the movie. I read it at a time in college when I had almost given up reading and took over a month to finish it. A book I read when I was quite young and one that still remains a favourite is The Mahabharata. I feel that this epic will remain contemporary forever as the char- acterisations and situations are still so relatable. Next on my reading list is Steve Job’s biography; I had pre-ordered my copy way before its release. As told to Ashwini Gangal
<< $ !34 to command higher prices from the market. Reinventing... With such shows getting good TVRs, advertisers often ask the ment content on news channels in broadcasters to play their spot dur- India. Many speculate that the step ing the running of such properties. was primarily taken to promote the For example, according to market Saas Bahu serials on Star Plus. But, experts, SBS contributes 10 per cent will the format continue to sustain of the overall sales revenue of `140- viewership? 160 crore earned by the channel. “Indian audiences love enter- Neeraj Sanan, executive vice- tainment and therefore, the show is president and head, marketing and expected to continue doing well with the viewers,” says Sejal Shah, vice- president, West and South, IME. SBS contributes Since such shows bring in easy GRPs to the channels at very little 10 per cent of Star production cost, their commercial appeal is likely to endure. News’ revenue. Crucially, such content could be an easy bet to drive advertising too. distribution, MCCS (STAR News, When it comes to news channels, STAR Ananda and STAR Majha), buying happens on the basis of ‘aver- says, “While the general advertis- age of the day’, wherein a uniform ers continue to advertise during the buying rate applies throughout the segment, a lot of women-oriented day. Therefore, with bloated GRPs brand categories such as sarees and in their pocket (which could come jewellery also buy spots during the not from real news but such enter- show.” tainment shows), channels hope [email protected]
56 afaqs! Reporter, December 1-15, 2011
JOBSWITCH Organization Name: Music Organization Name: Flags innovative lines for advertisements. Broadcast Private Limited Communication Pvt Ltd Email: pawan.chohan@ Position: Manager - Marketing Position: Senior Copywriter gaugeadvertising.com Location: Hyderabad Location: Delhi ...... Profile: The candidate should Profile: The candidate will Organization Name: Maverick have good co-ordination and be required to develop brand Advertising India Pvt. Ltd. multi tasking with strong industry communication ideas, write Position: Sr. Visualiser network. 5-7 years of experience is effective copy for advertising Location: Delhi required for this role. Communication and all types of Profile: The candidate should have Email: [email protected] marketing collateral materials. She/ the ablity to bring creative ideas to ...... He should be a Graduate in English the work either digitally or in print. Organization Name: Mirah with 5-10 years of experience. She/He should have 4-5 years of Hospitality and Food Solutions Email: experience preferrably with a BFA. Private Limited nidhi@flagscommunications.com Email: [email protected] Position: Corporate Sales ...... Location: Mumbai Organization Name: PMG Organization Name: Span Profile: We are looking Integrated Private Limited Communications for a candidate with good Position: Creative Head Position: Media Manager communication and interpersonal Location: Delhi Location: Delhi skills having at least 3 years Profile: We are looking for a Profile: We are looking for a experience in corporate sales. She/ creative head to develop creative professional with atleast 5 years He should be a Graduate. programs and design concepts experience in media planning and Email: nicole.mendonca@ that meet the business objectives buying for corporate clients. The mirahhospitality.com of clients. 6-8 years of relevant candidate should have good contacts ...... experience in a creative position is with media with atleast 5 years of Organization Name: Bhaskar needed for this role. experience. Group Email: [email protected] Email: [email protected] Position: Senior Manager/AGM ...... Location: Rajasthan Organization Name: Vibgyor Organization Name: Sunny Profile: We are looking for a Brand Services Pvt Ltd. Advertising Business Development/Space Position: Senior Manager – Position: Advertising Vice selling professional on a middle Operations President (Marketing.) level with an experience in business Location: Delhi Location: Mumbai development/space selling especially Profile: The candidate will head Profile: We are looking for a in Print Media. a team of about 10-12 people and candidate with strong concept & Email: [email protected] ensure seamless execution of all presentation with networking skills...... projects managed by the company. She/He should have minimum 5 Organization Name: People 5 - 10 years of experience in years experience in medium or big Interactive (I) Private Limited Production / Operation / Execution advertising agency serving major/big Position: Manager- PR in BTL/ Events is needed. budgeted accounts. Location: Gurgaon Email: [email protected] Email: Profile: We are looking for a ...... [email protected] PR Manager with a PG degree / Organization Name: Roli Books ...... Diploma in Mass Communication Pvt Ltd. Organization Name: Water / PR / Journalism / Marketing. Position: Communications Position: PR professionals She/He should have 4-6 years of Manager Location: Mumbai experience. Location: Delhi Profile: The candidate should Email: Profile: The candidate have excellent spoken/written [email protected] should would prepare PR and communications skills and would ...... communications plan for Roli interact independently with the Organization Name: Dentsu Books brand and books. She/He print and electronic media. 3-4 TO ADVERTISE, CONTACT: India will be required to organise book years of experience is needed for Position: Client Servicing launches and promotional events. this role. Saurabh Sharma Director 3-5 years of experience is needed Email: [email protected] Ph: 09868919608 Location: Gurgaon for this role ...... Email: [email protected] Profile: The responsibility includes Email: [email protected] Organization Name: Siddhartha Sengupta making strategic presentations ...... Thoughtrains designs Pvt Ltd. Ph: 09768131042 and adding value at all key client Organization Name: Gauge Position: Account Director Email: siddharth[email protected] interactions. The candidate will Advertising and Marketing Private Location: Navi Mumbai [email protected] be required to contribute to new Limited Profile: The role would require business development leading to Position: Senior Copywriter developing and retaining existing significant revenue generation. 8+ Location: Delhi, Bangalore clients. The candidate should be To view other jobs in Marketing, Media and Advertising, log on to: years of experience is required for Profile: We are on a lookout for MBA in Marketing with 6 to 7 years http://jobs.afaqs.com this role. Copywriters and content writers of experience in a reputed agency. Email: [email protected] with many faces. She/He should Email: [email protected] Join us on : facebook.com/jobswitch ...... have the ability to ideate and create ......
58 afaqs! Reporter, December 1-15, 2011 11.18 LAKH MORE
10
*IRS Q2 2011 VS IRS 2010
AN AMAZING 31% INCREASE IN A.I.R (average issue readership) IN ONE YEAR* HAS HELPED PRAJAVANI READERSHIP GROW TO OVER 75.33 LAKH ALL OVER KARNATAKA A growth built on trust, relevance, the widest coverage and honest reportage. This is once again a reinforcement of reader commitment to this evergreen daily. Now, reaching all corners of Karnataka is so easy. After all, Prajavani in Kannada literally means ‘voice of the people’.
Sudip Nag, GM (Advertisement) - 96861 88840 Vijaya R - 98440 92091, Nagesh H R - 94498 29038, Anantha Krishnan - 81477 52856 Deepak Menon - 98106 65814 Prabal Deb - 98303 75315 A V Vinod Babu - 99520 16709 Ramachandra Rao - 98490 41737 Vidisha Phukan - 98201 13437. ! [email protected] DELHIDELHIE PRESS