October 1-15, 2010 Volume 1, Issue 19 `50

What happens when brands hijack their competitors’ campaigns.

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42 14 12 PLUS POKEN Electronic Introduction 30 GOOGLE The Search Continues 32 LITEFAST 360 From all Angles 46 ENGLISH NEWS CHANNELS PROFILE OOH VOLKSWAGEN Tremors at the Top 50 Tushar Vyas Recovery Mode Look, Who’s Talking 101 MARKETS Back with GroupM, for a The outdoor scenario in Its latest innovation uses an Small Town, Big Spend 56 second innings. Chennai is looking good. audio module.

EDITORIAL

This fortnight... Volume 1, Issue 19

mbush advertising, or ambush marketing, is here to stay. And it is getting more creative all EDITOR Athe while. What actually happens when an attacker adjusts the crosshairs and takes aim at Sreekant Khandekar its competitor’s brand campaign? PUBLISHER Prasanna Singh

Most ambush advertising instances are attached to events like sports championships and meets. SENIOR LAYOUT ARTIST Some of it happens round the year too. As the examples in this fortnight’s cover story show, brands Vinay Dominic big and small have let themselves be exposed to ‘sniper fire’ as it were. LOGISTICS Rajesh Kanwal Is a brand completely at the mercy of the attacker? Are there any rules in this ADVERTISING ENQUIRIES game? Does ambush marketing always work well? Does the consumer, who one Hansika Koli, (0120) 4077834 4077837 Noida assumes is whom the advertiser wants to sway, really care? Varun Mohan, (022) 40429702-5 Mumbai October 1-15, 2010 Volume 1, Issue 19 `50 Neeraj Ranjan, 09886846842 Bangalore In the case of sporting events, the organiser is keen to make sure that its [email protected]

sponsors’ rights are protected. The organising committee of the London Olympics Marketing Office in 2012, for instance, has already booked all available hoarding space in the city B-3, First Floor, Sector-4, Noida-201301. during the Games. The Atlanta Olympics in 1996 is considered a game-changer Tel: (0120) 4077800. as ambush marketers went on a rampage, giving the organisers a major headache Mumbai 501-502, Makani Center, 5th Floor, What happens when brands hijack their in the process. In the aftermath, protective rules were tightened further as everyone Off Linking Road, Bandra (W), competitors’ campaigns. woke up to the reality. Mumbai - 400050 Tel: +91-22-40429 709 - 712

40 How does a brand tackle an ambush when there is no such protection? The Bangalore recent Dove story caused quite a stir in P&G’s scheme of things when it hijacked S-1, New Bridge Corporate Centre, 42 14 12 PLUS POKEN 777 D, 100 ft Road, Indira Nagar, Electronic Introduction 30 the latter’s teaser billboard for Pantene. GOOGLE The Search Continues 32 Bangalore - 560038, India LITEFAST 360 From all Angles 46 ENGLISH NEWS CHANNELS Though much of the ambushing happen outdoors, today, digital media has PROFILE OOH VOLKSWAGEN Tremors at the Top 50 Subscription Enquiries Tushar Vyas Recovery Mode Look, Who’s Talking 101 MARKETS Back with GroupM, for a The outdoor scenario in Its latest innovation uses an Small Town, Big Spend 56 second innings. Chennai is looking good. audio module. made it that much faster for the attacker brand to unsettle the victim. The ambush Garima Agnihotri, (0120) 4077837 strategy on the ground is sharpened even further as the hijacker’s arrow blasts it [email protected] way through sites like Youtube, Facebook and Twitter. Printed, published, and owned by Prasanna Singh, Publisher, Cheeky, irreverent, naughty and finding its mark almost every time, ambush advertising can at 7-A/13, Ch. Ratan Singh Complex, only get naughtier and cheekier as marketers find newer ways to irritate their competitors. It is up Jawala Heri Market, Paschim Vihar, to the ‘victim’ to look for insulation. New Delhi-110 063.

That is what the cover story explores. Printed at Paras Offset Pvt. Ltd., C-176, Naraina Industrial Area, Phase I, New Delhi 110 028.

Cover Illustration M Venkatesh Tiffin Box CONTENTS 24 20 PLUS FASTRACK Mysterious Moves 16 ITC Knock, Knock TATA MF The campaign Saving Grace 26 for Vivel aims to reach half a million WHERE’S MY BONE households. Every Dog... 46 SPIKES ASIA BARISTA LAVAZZA 18 12 Indian Show 52 Win with Coffee A contest that tests your BY INVITATION coffee-making skills. Training Theory 64

POINTS OF VIEW 48 STAR PLUS Reality Movies SAB LIC Backing the Original 66 Are movie promos on reality Housewives to the Fore Shifting Perspective ZOOM shows as clutter-breaking as Aspirational? SAB thinks A campaign puts the they are made out to be? Happy Housewives’ club is. policyholders in focus. Hitting a Six 72

afaqs! Reporter, October 1-15, 2010 5 OVUM RESEARCH I@XT7VGG@UDI Br‡‡vt6urhq Sponsored by

elecommunications, espe- government’s perspective, 2009 cially mobile, has been a key was good as tariffs were low and Tsector driving growth for more people were getting covered Hercules> Hercules Inext Bikeathon, an annual cycling several economies in the world, with by telecom. Even in rural areas, the rally recently completed its third season. This year the the number of mobile connections teledensity increased last year.” cycling marathon covered four states in 12 cities of Kanpur, having reached over 5 billion global- The huge increase in subscriber Lucknow, Agra, Allahabad, Dehradun, Meerut, Varanasi, ly in July. India and China have been numbers also led to a rise in demand Bareilly, Gorakhpur, Patna, Jamshedpur and Ranchi. Last leading this growth, with about 652 for value added services, with opera- year over 20,000 bikers had participated in this event and million and 720 million subscribers tors treating these services as a major pledged to take up cycling for good health. Star News was respectively as of July. revenue generator in coming times the media partner of the event. However, according to a recent since voice average revenue per user report by Ovum research, the year (ARPU) has been falling. The company in partnership with Intel is under- 2009 saw the worst telecom growth Moreover, prices of handsets A mobile van Lenovo> taking a multi-city campaign to drive closer to its customers. rate in a decade as global telecom also came down with several new will showcase Lenovo’s latest Intel-Lenovo ‘Fun-on-Wheels’ aims to offer a sneak peek into operator revenues grew only by 2.2 entrants, both local and internation- the company’s latest range of notebooks and desktops. A per cent year on year. The study said al, in the mobile handset industry. range of mobile van will showcase Lenovo’s latest range of products slow growth could be This was responsi- products. and provide consumers a touch attributed to the global ble for an increase in and feel experience. This 21-day economic downturn. handset sales, which long campaign will cover more However, even led to growth in over- MARKETING than 12 cities. though 2009 might all industry revenue, have been a bad year with about 100 to 125 for telecom globally, million handsets sold Fujifilm> The camera maker Fujifilm has launched the it had a mixed impact every year. FinePix Z700EXR, the first in a new class of EXR touch screen digital camera. The camera offers the latest digital imaging on the Indian telecom SC Khanna, technology combined with a new YouTube and Facebook easy sector. secretary general, 2009 marked web upload tool. Available in black, red and pink colours, the RN Prabhakar, Association of Unified FinePix Z700EXR has a 12-megapixel Super CCD EXR sensor, former member, the beginning of Service Providers of a Fujinon 5x periscopic optical zoom lens and ISO levels of Telecom Regulatory India, is of the view up to 1600 at full resolution. Authority of India, an intense tariff that “From 2008 to says, “There has not war amongst 2009, there has been a been much impact on operators, with growth of about 23-30 In the next five Reliance Group & Zegna > The Milan-based luxury Indian telecom sec- per cent in the telecom years, the joint menswear brand Ermenegildo Zegna has formed an alliance tor in 2009, unlike each vying for a sector. The telecom venture will with Reliance Brands, a part of Reliance Group, to develop other markets where greater hold of market in India is dif- launch 10 stores the Zegna brand in India. In the next five years, the joint recession led to a the mobile sub- ferent from any other venture will launch 10 stores across six to seven cites, start- decrease in demand telecom market in across six to ing with a single-brand boutique to be opened in Hyderabad for telecom services as scription market. the world. India and seven cites. in October 2010. The company expects India to be the larg- people started cutting China are doing very est market in South and South their expenses. There was also low well in telecom. In fact, India is East Asia for the brand. demand for high quality value added expanding at a faster rate than China services in these markets.” now.” Samsung> The electronic appliance company is look- The year 2009 marked the begin- Gross revenues of the Indian tel- ing at a 40 per cent jump in the sales in the East this ning of an intense tariff war amongst ecom sector in 2009 fluctuated. The Durga Puja. The company is relying on its new products operators in India, with each vying gross revenue surged to reach close like 3D TVs, LED TVs, new launches in home appliance and for a greater hold of the mobile to `40,000 crore for the quarter end- digital still cameras to create excitement in the market. subscriptions market. This led to a ing December 2009. In addition, Samsung is also offering its consumers a ‘Dus substantial increase in the number of The report also says that in the ka Dum Triple Zero Offer’ which includes zero processing mobile subscribers. In 2009, about year 2010, China and India alone fee and zero interest and verification charges on the pur- 180 million new subscribers were will add 329 million new mobile chase of any audio visual product. added, compared to only 83 million phone connections, equivalent to additions in 2008. more than the combined population The company Chisel & Hammer> Formerly known as Living Room Jaideep Ghosh, executive direc- of Germany, France, Italy, Spain and plans to open a Lifestyle, the company is planning to venture into new busi- tor, KPMG, says, “From the the UK. chain of nesses with a chain of electronic goods stores across metros electronic goods and tier II cities. The stores will cater to customers looking for QUOTE OF THE FORTNIGHT lifestyle electronic goods. Also, as part of its plans to venture stores across into the gems and jewellery business, the company will be metros and manufacturing gold jewellery to be sold in India and outside ‘‘Blackberry, the brand, is tier II cities. through exclusive brand outlets. repositioning itself, as its primary audience is no longer IMRB> The latest report from IMRB International states corporates. One would be that netizens spend close to 3.5 hours per week online. Titled Internet Audience Measurement, the report shows that the surprised with the enthusiasm of netizens spend 12 per cent less time on the weekend whereas young customers...’’ the browsing of social networking sites increases by more ANURADHA AGGARWAL, V-P MARKETING, VODAFONE ESSAR, ON THE LAUNCH OF A PREPAID SCHEME BY than 12 per cent on Fridays. The report also states that women VODAFONE TO MAKE BLACKBERRY MORE AFFORDABLE, IN BUSINESS STANDARD. spend even lesser time proportionately during week-ends.

6 afaqs! Reporter, October 1-15, 2010

NDTV-ASTRO I@XT7VGG@UDI Tvtu‚sSryvrs Sponsored by

DTV informed the BSE for a minority partner to fund its that it has reached an plans for the growth of its lifestyle Nagreement with South Asia channel and a planned food channel. Creative Assets Ltd - a subsidiary of Shah is of the opinion that the Diabetic Living> Maxposure Media Group has acquired Astro All Asia Networks, to create a deal with Astro is more about the the license to publish Diabetic Living magazine from Meredith strategic alliance for lifestyle chan- financial support and infusion of Media group of publications. The inaugural issue of the nels in India. fresh cash into debt ridden NDTV. magazine will hit the newsstands in November this year. As per the deal, South Asia Astro, an integrated cross media The group is still working on the nitty-gritty, including cover price, ad rates and print run of the magazine. However, the Creative Assets will acquire a 49 group with a presence in Malaysia, magazine is likely to be a quarterly with an average of 120 per cent stake in NDTV Lifestyle India, West Asia and other regional pages per issue. Holdings (NLHPL) in the pro- and international markets, will lend MEDIA posed holding company for NDTV its strategic expertise to NDTV. Lifestyle. This will be done by way Abhay Amlekar, equity ana- The monthly W+K> Making its foray in print, Wieden+Kennedy has of subscription, which is worth $40 lyst, KR Choksey Securities, terms magazine launched a magazine, titled Motherland. The objective behind million (about `1822 crore). NDTV the NDTV-Astro pact as a sound the launch is to move beyond addressing stereotypical gen- gets to hold on to the remaining move on NDTV’s part to reduce its Motherland, eral interest issues and provide an in-depth perspective on 51 per cent stake in the joint ven- mounting debt. is priced at Rs trends, issues and ideas - all emanating from contemporary ture (JV). NDTV Lifestyle operates At present, NDTV is a loss mak- 100 and targets Indian subculture. Priced at Rs 100, the agency will bring out NDTV Good Times, the English ing company with huge debt. 20-50-year-olds. the issue every month. The magazine targets readers in the lifestyle television Amlekar shares that age group of 20-50 years, individuals from different walks channel. The total valu- the company’s long of life. Commenting on term debt is about the deal, Anand Shah, ation of NDTV’s `320 crore and it runs IBNLive.com and IBNKhabar.com> CNN-IBN’s media analyst, Angel lifestyle business a short term debt of news portal -IBNLive.com and IBN7’s Hindi news portal IBN Broking Firm, says, `163 crore. Khabar have partnered with Vdopia to power online video “The new deal comes turns out to be The total valuation advertising on the Live TV section of the respective website. in the wake of ter- `375 crore. The of its lifestyle busi- The online feed covers live news being broadcasted on-air, mination of a similar sale of 49 per ness turns out to be from CNN-IBN and IBN7. The decision came after the com- pact between NDTV `375 crore. The sale pany observed a considereable growth in consumption of and US based Scripps cent stake will of 49 per cent stake to online videos and online video advertising space. The group Networks Interactive help it infuse Astro will help NDTV is hopeful that this growth to increase in the years to come. for selling major- ` infuse `185 crore in ity stake in NDTV’s 185 crore in its its business, thereby The compact daily from the stable of India lifestyle broadcast- helping it reduce its The campaign Mail Today> business, thereby Today, Mail Today (in collaboration with Daily Mail), claims to ing company. The debt burden to certain has been reducing its debt have clocked a circulation of two lakh in the capital and has new deal also comes burden. extent. designed by launched a campaign to reinforce this. The group claims that at a valuation similar According to TBWA. in the last six months it has added a large number of copies, to the Scripps deal. Amlekar, the partner- taking its circulation Moreover, this time, with 51 per ship with Scripps meant NDTV figure up to 2 lakh cent stake, NDTV gets to call the netted more cash as compared to the copies. shots.” Astro deal. However, it also result- In November 2009, Scripps ed in NDTV losing the controlling bought a majority stake in NDTV’s stake in the company. This time, Oye! 104.8 FM> TV Today Network has re-launched its lifestyle unit for $55 million. Scripps NDTV gets to retain the major- FM radio channel Meow FM as Oye! 104.8 FM. Meow FM Networks Interactive also acquired ity stake and maintain the final and was distinctly targeted at the women listeners. With the 69 per cent of NDTV Lifestyle, authoritative say in all the business new positioning the radio station will focus on the Bollywood anchored by NDTV Good Times, decisions. quotient. The new tagline of Oye FM is Sabse Filmi. The radio with the NDTV Group retaining 31 “NDTV’s step towards reducing station will offer listeners a mix of Bollywood, RJ talk and per cent stake in the JV. its debt by selling its core assets will humour. The station will tweak its product offering for all its However, the deal was called off pay off in the long term only if it suc- seven stations - Mumbai, Delhi, Kolkata, Amritsar, Jodhpur, in May this year, with NDTV termi- ceeds in supporting these moves by Patiala and Shimla to cater to distinct consumer preferences. nating its pact. boosting its revenue from the new With the deal being called off, JV and its lifestyle business,” says The channel PIX> The English movie channel has announced its new NDTV was once again left to look Amlekar. has announced partnership with Sony Pictures Television (SPT). This asso- ciation will grant Indian television premiere rights to the an exclusive channel for exclusive telecast in India in the first pay televi- QUOTE OF THE FORTNIGHT tie-up with sion window of all the new movies released worldwide by Sony Pictures SIP in their original language. This is the first such deal for Television. PIX, a relative newcomer channel in the English movies cat- ‘‘The space is crowded and egory. their revenues are nowhere close to Hindi news channels. 94.3 Radio One> The radio channel, 94.3 Radio One, I have my reservations on new has begun a hunt for talent amongst college students across India. Radio One College Championship (ROCC) aims to bring players coming in...’’ forth the talent amongst students who aspire to be music MANAS MISHRA, EXECUTIVE VICE-PRESIDENT, MUDRA CONNEXT, ON THE jockeys (MJs) on the station. ROCC has just kicked off audi- UPCOMING NEWS CHANNELS IN KERALA, IN MINT. tions across 70 colleges all over the country.

8 afaqs! Reporter, October 1-15, 2010

ASCI I@XT7VGG@UDI 6Ir7rtvvt Sponsored by

ajiv Dube, director, to lead the movement on self group corporate services, regulation in advertising in the RAditya Birla Management country. It is a humbling experience Corporation has been elected to be at the forefront of a 25 year Kellogg India> Kellogg India, the Indian subsidiary chairperson of the board of ASCI old strong and growing initiative, of Kellogg Company, producer of ready-to-eat cereal and (Advertising Standards Council of which has come to be looked upon convenience food, has signed on Bollywood actor Karisma India). Dube has been a member by society and the government Kapoor as the new brand ambassador for its Kellogg’s of the board of governors for five alike as the guardian for responsible Chocos range. The product is the Chocos Kpak range, years, during which he provided advertising communication.” priced at `10. This is the first time the brand has signed active support for self regulation in During the year 2009-10, a celebrity to endorse its product. This campaign will be advertising. the Consumer Complaints supported by a 360 degree marketing plan incorporating G Krishnan, executive director Council (CCC) met 12 times and both ATL (above-the-line) and BTL (below the line) and chief executive officer, TV deliberated on complaints against activities. Today Network has been elected 159 advertisements. Of these, 87 vice-chairperson of the organisation, complaints were upheld, while 72 Lux> HUL’s Lux is a brand known for featuring Bollywood while Vikram Sakhuja, CEO, South were not upheld. In 71 cases, the ads beauties in its communication. It has kept up to its starry Asia, GroupM Media India has been have been withdrawn or modified legacy by adding Asin Thottumkal as the new brand re-appointed honorary treasurer. appropriately as per the CCC’s ambassador for its natural variant, Lux Sandal & Cream. Other members of the new decisions, resulting in a compliance The natural variant is available at `15 in select Indian board of governors states and cities only. This natural variant is a product that are Johnson & calls for attention by its uniqueness in natural ingredients, Johnson’s Narendra fragrance and colour.

ADVERTISING Ambwani, Procter & Gamble Hygiene & Health Care’s >> ACCOUNT MOVEMENT Shantanu Khosla TV Today rate of 82 per cent. and Hindustan Network’s Commenting on > Lowe Lintas has been assigned the creative duties for travel Unilever’s Gopal Krishnan is the the past year, Keskar portal, Expedia.co.in, following a multi-agency pitch. Besides Lowe, Vittal, representing says, “During 2009- Grey Worldwide, Publicis Communications and DDB Mudra were in the final race for the business. The account will be handled out advertisers. vice-chairperson, 10, ASCI celebrated of the agency’s Delhi branch. The multimedia campaign planned Bennett Coleman its Silver Jubilee. It while Sakhuja of ahead will be led by online medium. Expedia.co.in is the localised & Co.’s Bhaskar Das, GroupM has been has grown in stature, website catering to Indian consumers since March 2008. Eenadu’s I Venkat and membership strength Vikram Kaushik from re-appointed and recognition. Tata Sky will represent as honorary A sustained public > After a multi-agency pitch that saw participation from top agencies, Triton Delhi the media on the board, relations campaign has won the creative mandate for Delhi Press. As part of the partnership, the agency while the advertising treasurer. has ensured growing will be responsible for handling the communication for some magazines of the agencies will be awareness of ASCI publisher. Delhi Press brings out 31 magazines in nine languages, including some of represented by Subhash Kamath of among the stakeholders and also the biggest names in the country such as Grihshobha, Woman’s Era, Sarita, Saras BBH India, Arvind Sharma of Leo among the general public. We Salil and Champak. The magazines reach out to more than 35 million readers. Burnett and Srinivasan Swamy of upgraded our website and made RK Swamy BBDO. it interactive. This feature and From allied professions on introduction of a toll free number > Following a multi-agency the board are Dilip Cherian of has simplified the process of lodging pitch that involved about Perfect Relations, outgoing ASCI a complaint about an advertisement three other agencies, Saatchi & Saatchi has won the creative duties for Credit chairperson Dhananjay Keskar of with ASCI. Information Bureau (India). The aggregator of credit information earlier followed a IBS, Pranesh Misra of Brandscapes He mentions the support that B2B model; now, entering the B2C space, it sought a creative partner to build the Consultancy and Partha Rakshit of the organisation has received from brand and increase awareness in the public domain. The campaign ahead will initially Partha Rakshit Associates. the Ministry of Information and be led by the digital medium, before taking the multimedia approach. On his appointment, Dube says, Broadcasting and also the World “I feel privileged and thankful to Federation of Advertisers, who have > Following a multi-agency pitch, the lingerie brand from the board of governors of ASCI for agreed to fund ASCI over the next Sri Lanka-based MAS Holdings Amante has awarded its providing me this opportunity three years. creative mandate to Rediffusion Y&R. The account size is pegged at about `8 crore and will be handled out of the agency’s Bengaluru office. In the final stage, four agencies, QUOTE OF THE FORTNIGHT including RK Swamy BBDO and TBWA, were in the fray for ‘‘You have to be able to build the business. The incumbent agency on the account is Bates 141. communities... you really > After a multi-agency pitch, the Bengaluru- want consumers to be the based e-reader-maker EC Media awarded its ambassadors for your brand. creative mandate to White Canvas, which And you have to build that on a would be handling the launch of the companies e-reader, Wink. The communication strategy is currently focused on direct marketing exercises around the retail one to one relationship.’’ environment. Going forward, as more variants are launched, ATL (above the line) activities are also on the cards. JOHN ANDERSON, PRESIDENT AND CHIEF EXECUTIVE OFFICER, LEVI’S, ON THE WAY LEVI’S HAS BUILT ITS Wink was launched in August, as a multi-function e-book reader that supports 15 BRAND, IN BRAND EQUITY languages and also offers more than 200,000 book titles.

10 afaqs! Reporter, October 1-15, 2010 Gift Vouchers

3 Bumper prizes of Ticket Compliments® Holiday Gift Vouchers to a destination of your choice*    VOLKSWAGEN Look Who’s Talking! Marketing ploys that instantly catch the eye are becoming the signature of Volkswagen. To mark the launch of the Vento, its entry-level sedan, the car maker gave newspapers a voice. By Biprorshee Das

fter holes were punched and tyre impres- cards, took shape with Volkswagen’s media sions made in newspapers, who knew what partner, MediaCom India, which took care of AVolkswagen had up its sleeve as its next the positioning, while DDB Mudra developed media innovation? With strategies that are becom- the creative concept. ing the hallmark of the brand, this time, the Talking to afaqs! Reporter Divya Gururaj, German car maker brought another surprise for managing director, MediaCom India, says, the readers of The Times of India and The Hindu “We needed to get quick awareness in a - namely, a ‘talking newspaper’. cluttered segment. To top it, the brand is asso- The creative was a full page ad of the Vento, on ciated with innovations that stand out, and which a small, black box was stuck - this provided people expect something different each time.” the voice to the ad. As the newspaper was unfold- ed, readers could hear a recorded message about the new sedan. The chips used in the black box The creative was based on were light sensitive and the message would turn the idea of musical greet- off automatically when the paper was folded back. The communication was carried out across ing cards that converted Mumbai, New Delhi, Pune, Bengaluru and Chennai in the two dailies. a static medium into a Talking about the innovation, Lutz Kothe, head of marketing and PR, Volkswagen Passenger Cars, dynamic one. Volkswagen Group Sales India says, “At Volkswagen, innovation is a way of life and “It is indeed a difficult task, especial- extends beyond our cars to the communi- ly with a medium such as print, where cation we do for the market.” everything has been done to death,” Kothe adds, “With this campaign, our Gururaj adds. aim was to get the awareness of prospective Bobby Pawar, chief creative officer, customers for our new Vento launch and Mudra Group says, “The brand lives in drive traffic to our dealers’ showroom. This popular culture and we have to raise the approach has converted a static medium to bar each time. Anything different polarises a dynamic one. The idea directly correlates people. The objective was to get people to one of our brand propositions, which is talking, imprinting their minds and spark- innovation.” p‚‡vˆrq‚ƒhtr % The idea, based on musical greeting (Left) Kothe, Gururaj and Pawar: let’s talk >>

LIC LIC’s creative duties lie with a to make the brand recognise the roster comprising JWT, Mudra changed context and consumers, Communications, DraftFCB Ulka while re-interpreting the role of life and R K Swamy BBDO. insurance in their lives. Shifting Perspective Prior to 2006, JWT handled the Insurance today is extolled more creative duties for the brand. The as an investment to realise dreams, The campaign marks the brand’s attempt to bring the account moved from JWT in 2006, than a vital cover for life’s risks. but was back with the agency in Besides being cognizant of these policyholder to the forefront. By Ashwini Gangal 2009. Currently, Motivator handles changed consumer attitudes, the brief was to continue with the over- fter a lengthy gap of 12 years, all thought of Zindagi Ke Saath Bhi, LIC, a reassuring presence in Zindagi Ke Baad Bhi. Further, with Athe lives of approximately 14 respect to the campaign idea, two crore policy holders, has launched a strategic shifts were conceptualised. new corporate campaign to spread The first was to see life from the awareness about its products. perspective of the potential policy- The previous corporate com- holder, rather than the beneficiary, munication, in 1999, featured a as was the case all these years. Also, sentimental yet strong character, the mandate was to hint at what Mrs. Sharma persuading consumers could be lost, rather than painting a to get insured by speaking about her stark picture of tragedy. late husband who had secured his to time, but LIC did not roll out the media duties for LIC. The ad film opens in a crowded family’s future with LIC. another corporate campaign until The campaign is aimed at a TG of market, where a child is separated This campaign was used for now. individuals aged 25 years and above, from her father. The anguish and years altogether. Films about new The current campaign has who need risk cover but haven’t products were launched from time been created by JWT, Mumbai. insured themselves. LIC’s brief was p‚‡vˆrq‚ƒhtr!%>>

12 afaqs! Reporter, October 1-15, 2010

  CHENNAI OOH Back With A Bang The Chennai outdoor market seems to be back on track after two years of lull. By Surina Sayal

fter a double dip in 2008 - a hoarding ban followed by the economic slowdown - AChennai’s outdoor market was bruised and bleeding. But like all things that go down and even- tually make their way back up, Chennai’s outdoor market too got up, dusted itself and has moved on. Before... REWIND MODE utdoor advertising began in Chennai in the Olate ’60s with a few billboards. During the next 25 years, the government gave permission for around 500 billboards to be erected. It was only in the ’90s that other outdoor for- Left: Muralidharan, Khan and Alambara mats started sprouting. Besides billboards, there were bus shelters, bus back panels, railway sta- Earlier, a majority of the outdoor ad spends tions’ signage, centre medians and airport sites. were pumped into hoardings. Thus, media own- However, billboards dominated the outdoor scene ers too took a shortcut by offering only hoardings in Chennai, even though many disapproved of the to their clients. After the ban, many more media clutter and chaos. vehicles developed. Bus shelters and large-format There were about 5,000 billboards in Chennai, wall graphics and wall stickers have emerged as the and another 5,000 plus sites in the rest of Tamil most popular OOH options in Chennai. Nadu. The spends, from 2007 onwards, were close “While the use of other formats is high, these to Rs 200 crore per annum - over Rs 15 crore per two formats have emerged to be the most com- month from the organised sector. The major chunk petitive and preferred options for advertisers - about Rs 10 crore - was spent on billboards, about - based on their widespread reach and ability to Rs 2 crore on bus shelters and the rest on bus back provide larger than life imagery,” says Narendra panels, centre medians or inside airports. Kumar Alambara, GM and office head, Starcom In April 2008, following a government ruling, Worldwide, Chennai. billboards were removed in Tamil Nadu overnight. D Muralidharan, managing director of the Chennai-based OOH firm, Metro Multimedia During... THEN AND NOW says, that in the past few months, branding in rail- mmediately after the ban, there was a drop of way over bridges (ROB) is in great demand and is I50 per cent in outdoor spends. About 30-40 per emerging as another sought-after media. cent of clients, who were spending only on hoard- “These ROBs cut across the main arterial roads ings exited since they felt that the other outdoor like Mount Road, Dr Radhakrishnan Salai, Sardar format options did not fit their requirements. Patel Road and IT Corridor. They give head-on During September 2008, due to the global visibility and are large formats, thus attracting meltdown and recession, advertising spends dipped attention,” he says. These ROBs belong to MRTS further, to only about Rs 4-5 crore a month. (similar to the Delhi Metro), which runs inside It was only from mid 2009 that the spends the city from Beach Station to Velachery Station. slowly started getting back on track, thanks to the Aircel and Airtel have booked most of the ROBs on launch of five telecom operators, namely MTS, long-term contracts. Some of the other regulated Idea, Tata Docomo, Uninor and Videocon. mediums that have grown are bus back panels, The outdoor market in Chennai today is esti- traffic signal timers branding, EMU train exterior mated at around Rs 8 crore. This might touch and interior branding, railway station and bus sta- Rs 10 crore during the festival months of September tion branding, pole kiosks, foot over bridge (FOB) and October. branding and airport advertising. “As in Delhi and Mumbai, street furniture in GROWING FORMATS Chennai too got tremendous focus after the ban. here was a positive outcome too, as a result of The remaining bus shelters in Chennai will also Tthe double trouble faced by Chennai’s OOH be developed as either hi-tech or stainless steel industry,” says Khalid Khan, CEO, Brainchild design,” Khan says, adding that ambient advertising Solutions. “The OOH market in Chennai has p‚‡vˆrq‚ƒhtr$! matured and has developed more offerings now.” After >>

14 afaqs! Reporter, October 1-15, 2010

  

FASTRACK << p‚‡vˆrqs ‚€ƒhtr ! Look who’s...

ing off conversations.” Mysterious Moves The innovation came from the idea of the Vento. The entry-level The youth accessories brand has created a series of three television commercials featur- sedan is positioned as a car that has been crafted with such passion that ing brand ambassadors Genelia D’Souza and Virat Kohli. By Biprorshee Das even its engineers find it hard to see it being driven away. fter having established itself as a popular brand signature of the brand. “The product category had to be “We thought it would be great to among the youth with its range of watches and the hero of the campaign,” says Bhasin. give the same passion with a voice Aeyewear, Fastrack has ventured further into the The TV campaign is being supported by OOH and to a medium that has no voice. We accessories space, launching its range of bags, wallets, digital - with a strong presence on social networking started with the idea that this passion belts and wristbands. sites and interactive activities on the brand’s website. needs to be heard at the most unex- Building on the core brand thought of ‘Move On’, The campaign will continue until February, 2011. Maxus pected places,” says Pawar. Lowe Lintas has created a series of three quirky television handles the media duties for the band. The creative team at DDB Mudra commercials for Fastrack bags, roping in its brand ambas- includes Pawar and Rajeev Raja, sadors, actor Genelia D’Souza and cricketer Virat Kohli. MOVING ON TO THE VIEWS national creative director. The copy- One of the films has the two brand ambassadors he TVCs have met with a mixed response from writers are Anshumani Khanna and getting intimate in an ATM. When Kohli signals at Texperts. While the slick and youthful nature of the Hemant Sharma while the art has the security camera, D’Souza empties her films have been appreciated, some complain been handled by Timsy Gupta and Fastrack bag to cover the same with it. The about the lack of product integration. Trishna Prakash. second film shows Kohli getting ready to Nitin Pradhan, executive creative direc- Six months of planning went into head out, when he finds a hickey on his tor, Leo Burnett has a lukewarm response what seemed to be an uphill task neck. He tries to covers it with the strap to offer. He says that the attempt to do logistically. “A total of 25 lakh chips of his bag. As he heads out, he bumps something fresher is apparent and the films had to come at a cost that made into D’Souza, who spots the mark on his are different from the general ones in the neck and haughtily covers it up again with category. However, he would have liked it if the bag strap. The third TVC has the duo the product integration was stronger, espe- For the campaign checking in baggage at the airport. On cially since it is a launch campaign. being asked if there is any more luggage, “The engagement, situations, perfor- - that ran in The D’Souza cheekily points at Kohli as she mances are all nice. The tone, too, will exchanges a mischievous smile with the Iyer: brand personality connect with the target audience. However, Times of India and the Hindu - the automobile company used about 25 lakh chips.

sense. It seemed to be a logistical nightmare,” Gururaj explains. While Volkswagen and the agen- cies chose not to divulge the spends behind the exercise, it is learnt that attendant. A common music score runs through the if the product could have been integrated a bit more with the chips cost the company less than films and each TVC ends with a product showcase and a the script, it would have worked better,” says Pradhan. `10 each. voiceover introducing the product. He picks the airport film to be his least favourite, where Interestingly, in early 2009, afaqs! Arun Iyer, NCD, Lowe Lintas says that the task was to the bag seems to have very little role to play. “It is so Reporter had reported a similar introduce the new category of bags with the ambassadors, incidental,” he observes. marketing proposition by Pioneer while keeping the communication in the personality Vivek Dutta, business director and national planning Book Company, which publish- of the brand. “This is a segment that is fairly large and head, Hakuhodo Percept, on the other hand, gives a es magazines such as Meri Saheli unbranded. The films show how we interpreted the thumbs up to the campaign. “According to me, Fastrack and New Woman. The publishing brand thought of ‘Move On’. Bags are being cleverly used as a youth brand stands out. The brand is being true to its company’s idea was that advertisers in every situation to ‘move on’,” says Iyer. target group. The TVCs are honest and they manage to would be able to play their jingles The creative team behind the campaign at Lowe catch the I-give-a-damn attitude of the youth. They are even in a print ad. includes Iyer, Rajesh Ramaswamy, Rimona Ganapathy, bold, naughty and fun at the same time,” he says. Lalit Pahwa, director, Pioneer had Lohith Chengappa, Sharon Nayak, Mishti Srivastava Dutta finds the execution interesting, with the music then told afaqs! Reporter that the and Adarsh Atal. The films have been directed by Vivek adding to the irreverence of the TVCs. He also finds the audio feature could be enabled with Kakkad of Curious Films. characters appealing, which he thinks would ring well the help of a pre-recorded chip. The Simeran Bhasin, head, marketing and retail, Fastrack with the target audience. chip would be embedded in the page says, the venture into the category is part of the plans that “Genelia and Virat are interesting characters. You real- in such a way that when the reader were drawn in 2005 when Fastrack was re-launched as ly do not know their relationship and yet, somewhere, arrived at the page, the audio would a fashion accessory brand. “We realised our strength is their naughty sexy appeal gets you at the end of it. I am start playing; it would stop only when in the small front accessories and market research also sure the TG would really connect and take notice of the the page was turned. indicates huge potential in the category. There are small commercials,” he notes. He had pointed out that the players but no national brands to talk of,” she adds. On a cheeky note, Dutta remarks that there seems to concept could be replicated in news- On the campaign, Bhasin says that Lowe was briefed be a message for all those who do not like the commer- papers, trade magazines and in-house to break the clutter of advertising to youth as well as the cial... ‘Move on’! journals as well. Fastrack clutter and keep it cheeky and flirtatious - as is [email protected] [email protected]

16 afaqs! Reporter, October 1-15, 2010

   SAB TV Housewives to the Fore The channel has rolled out an aspirational platform for women across the country to exhibit their skills. By Surina Sayal

AB TV has extended its brand HHC, interested housewives can log promise on-ground through the on to channel’s website and download Saspirational platform, ‘Happy the form or call on 022 40369669, Housewives Club’ across 20 cities, after which registration kits and forms where housewives can exhibit their will be sent to them. On receiving skills and talent. the duly completed forms, SAB TV’s The family comedy and entertain- team would send these housewives ment channel, launched a unique their membership cards, welcome kits initiative - an exclusive club for house- and other details. wives across the country, a group that The channel claims to have already forms a significant proportion of the received over 10,000 registrations. TV channel’s target audience. It will Interestingly, there is no joining fee be an initiative for the housewives, by involved. the housewives, to engage them with Each club will have five to eight the brand - thereby extending the members. In the first phase, 20 cities brand platform and brand promise of will be targeted. SAB TV aims to have Asli mazaa Sab ke saath aata hai. 2,000 such clubs across India by the The ‘Happy Housewives Club’ end of this year. (HHC), as it is called, is a platform for house- The initiative is being SAB TV will assign an Happy Housewives wives, where women from across the country Club manager to each club of about eight mem- would get an opportunity to exhibit their skills, rolled out in 20-25 bers, who will take care of its day-to-day running. such as cookery, art, pottery, music, dance or The manager will coordinate the first meeting and painting. cities and aims to have provide information on how to conduct activities They could even take up a social cause, cel- and run the club. The members will meet once ebrate a festival or simply go for a movie or picnic. 2,000 clubs across India by every 14 days. The club is being rolled out in 20-25 cities in the the end of this year. In every club meeting, members will be given Hindi speaking markets (HSM) across the coun- themes by SAB TV. To participate, the club mem- try. daily activities, such as watering plants, giving bers need to perform the activity according to the On-air promotions have been running on SAB their family breakfast, hanging clothes out to dry, theme, record interesting sections and send this TV and are attracting a good response. The promo and so on. The promo ends with all these women shows housewives cheerfully going about their coming together to meet and chat. To join the p‚‡vˆrq‚ƒhtr!>>

RBI Show me the Money The Reserve Bank of India has rolled out a public service TV campaign on the authenticity of banknotes. By Biprorshee Das

oney talks, someone once carefully, highlights the usage of and Belliappa Maneyapanda. said and someone later currency by people and maintains Speaking on the film, Sankhe Meven joked that it just says the intention of the film through says, “The objective of the film was ‘goodbye’. So, if you are paying the execution. to tell the people about the various attention to what your money tells A music score runs through safety features in all currency notes. you, the Reserve Bank of India has a the 60-second film, with a voiceo- However, instead of making a plain word of advice - heed carefully! ver reciting the words penned by informative message, we thought After winning the creative Gulzar. His lyrics tell, often cheek- there was a wonderful opportunity mandate for the central bank’s ily, the various details one must be to tap into a very deep rooted Indian FOTOCORP media awareness project, Publicis careful about while ensuring that a Sankhe: careful observation insight.” Ambience, teaming up with noted bank note is an authentic one. He adds, “We, as Indians, inspect poet and lyricist Gulzar, has created The film has been directed cy includes national creative everything thoroughly before we a television film on the authenticity by Pushpendra Mishra of Flying directors Prasanna Sankhe and buy it. Test it. Check it. Be it a of banknotes. Saucer Films. It has been produced Ashish Khazanchi. Sankhe is the car or a coconut. However, while The film shows a montage of by Divyesh Satta and the music is art director and has also written accepting a note - we don’t bother situations from around the country. by Zubin Ballaporia. The voiceover the copy with Rishi Upadhyay. much. We wanted to cash in on this The montage, while capturing the is by theatre personality Salim Arif. The film managers at Publicis various moods and colours of India The creative team at the agen- Ambience are Hozefa Alibhai p‚‡vˆrq‚ƒhtr!#>>

18 afaqs! Reporter, October 1-15, 2010

   ITC Knock, Knock, Who’s there? The campaign, Palichunu Oru Matram aims to reach half a million households. By Poojya Trivedi

TC has launched an on-ground initiative for its personal care brand, Vivel, to charm home- Imakers and give them the brand experience. The objective of the home-to-home campaign, called Palichunu Oru Matram which means ‘to bring about a radiant change’, is to promote Vivel shampoos and soaps in Tamil Nadu. The campaign, which is being conducted by Xpanse Asia, the specialist small town and rural marketing network of Publicis Groupe, aims at giving women an opportunity to experience Vivel’s products without leaving the comfort and convenience of their homes. As part of the cam- paign, Vivel’s team is visiting households, carrying audio messages of the company’s brand ambas- sador, Trisha Krishnan, giving a personal brand message to consumers. Vivel caters to the mid-segment of soaps and shampoos and through the campaign, ITC targets the women in the segment. “The brand promises to bring a radiant change in the lives of women with its array of products. The objective of the home to home initiative is to give women an opportunity to experience Vivel’s total care with- out leaving the comfort and convenience of their targets the popular segment. Vivel soaps are avail- homes,” says Atul Joshi, head, marketing, personal “The initiative able in three variants in Tamil Nadu - Vivel Young care products business, ITC Limited. of personally Glow, Vivel Satin Soft, and Vivel Sandal Sparkle. Through the campaign, the brand plans to The `28,109 crore turnover company is a rela- reach out to half a million households in Chennai, delivering the tively new entrant in the personal care segment. As Coimbatore, Madurai and Vellore and engage con- message has met per The Nielsen Company, the market leaders in sumers by inviting them to experience the brand. with positive the shampoo segment are HUL, P&G, CavinKare, Taking about the success of the initiative, Joshi Dabur and L’Oreal India, while the soap segment says the initiative is a perfect platform to engage response.” is dominated by HUL, Godrej, Wipro, Reckitt with consumers, increase brand awareness and ATUL JOSHI Benckiser and Nirma. inform the audience about our brand offerings. According to the data provided by Nielsen, He adds that the initiative of personally delivering quoting the all India (urban and rural) figures the brand message has so far met with positive prestige segment of the market, while Fiama Di from June 2010, the industry size of the shampoo responses from consumers. Wills is the premium range and Vivel targets the segment is about `3,011 crore, which is growing at The multi-business conglomerate entered the mid-segment. more than 9 per cent year on year. The toilet soap highly competitive personal care business in July Vivel offers a premium range of soaps under segment is worth `8,896 crore and is growing at 2005 and has since introduced products in three the brand name Vivel Di Wills. Vivel Ultra Pro is about 8 per cent year on year. segments. The Essenza Di Wills brand targets the the anti-dandruff shampoo, while Superia brand [email protected]

<< p‚‡vˆrqs ‚€ƒhtr ' viewers, we introduced the Happy of SAB, such as positive thinking, to be 18 years and above, married and Housewives Club.” driving core family positive values a housewife to become a member,” Housewives to... This comes close on the heels and being happy and optimistic. clarifies Kapoor. of the success of SAB TV’s other However, the promo only depicts He points out that these clubs are across to SAB TV. The selected clips consumer connect programme, SAB young married women. Could that unlike regular kitty parties, as they will be played in the HHC show, Ka Mela, a fun and entertainment lead audiences to think that older will help housewives showcase their which will be aired on SAB TV fair organised in Ahmedabad in the women wouldn’t be welcome? talents to millions of viewers across every Sunday. month of May. “India is one of the youngest coun- the country through SAB TV. Discussing the new platform, Kapoor adds, “Through HHC, we tries in the world, and a majority Besides metros such as Mumbai, Anooj Kapoor, executive VP and hope to win over and create a bond of the TV viewing female audience Delhi and Gurgaon and Kolkata, business head, SAB, tells afaqs! with the women audience among the would fall in the bracket of 15-35 these clubs are being formed in mini Reporter, “This initiative was growing base of SAB families.” This years. Though there is no upper age metros and smaller towns too. planned, as India consists of a large initiative will extend the core values limit for joining the club, you need This includes Pune, Ahmedabad, number of housewives, who con- Lucknow, Nasik, Indore, Nagpur, stitute a major part of TV viewing Through the club, the channel aims at Kanpur, Jaipur, Panchkula, Baroda, audiences. Television is their only Rajkot, Surat, Bhopal, Kota, Agra, source of entertainment and favour- creating a bond with women who consti- Chandigarh, Faridabad, Ghaziabad, ite pastime. In order to engage and Meerut and Jodhpur. create a bond with the women tute a major part of TV viewing. [email protected]

20 afaqs! Reporter, October 1-15, 2010

  

MUDRA GROUP Specifically, the brush stroke signifies the most common behaviour when trying something new. This brush stroke is also an integral part of the branding of the four agency networks. Each agen- cy is now qualified by a unique symbol - the quote Rejuvenation mark (a symbol of conversation) for Mudra India, the degree symbol (denoting influence) for DDB Drawing on its ‘can-do’ spirit and heritage of entrepreneurial ambition, Mudra, the forward mark (symbolising maximal impact) for Mudra Max, and the ‘on’ button (that the group has a new look and perspective. News Bureau stands for a spark of ideas) for Ignite Mudra. The brand has also revealed its new, revamped lose on the heels of turning 30 earlier this website, www.mudra.com, created and designed year (March 25), the Mudra Group has by Tribal DDB, the Mudra Group’s digital and Cunveiled a fresh brand identity. The group new media agency. has rebranded itself and has put its new foot for- The new website carries forward the Mudra ward with a revamped brand logo. Group’s spirit of inventive experiences, with its This news was conveyed at a press event, in the design as a simple yet powerful conversational presence of the group’s executive board members. The new corporate brand tool. The board comprises Madhukar Kamath, group sees the historical symbol Commenting on the re-branding, Kamath says, chief executive officer and managing director, “The dancer’s hands have been freed from the Mudra Group; Ajit Menon, executive director, of Mudra in a new light. confines of the roundel; this is based on research organisation development; Bobby Pawar, CCO; that shows how a stroke is the starting point of Dilipkumar Upadhyaya, chief financial officer; ‘Inventive Brand Solutions’ as the Mudra Group anything new - it shows that you’re free to invent, Jude Fernandes, ED, Mudra Group and CEO, will now offer clients just this - inventive brand to be bold and aggressive. This brush stroke will Mudra India; Pratap Bose, chief operating offic- solutions. now onwards serve as the red background on er, Mudra Group and CEO, Mudra Max; and This will be done through the group’s four which the dancer’s hands are placed.” Sandeep Vij, ED and chief knowledge officer, agency networks, namely Mudra India, Mudra It may be noted that the group had re-designed Mudra Group and CEO, DDB Mudra. Max, DDB Mudra and Ignite Mudra. its logo in March 2005. At the time, the hands, Water, Mudra Group’s strategy and design The new corporate brand now sees the histori- portraying a classical Indian dance pose (that is, unit, has created this fresh vision, marked by rapid cal symbol of Mudra - the hands - freed from the a ‘mudra’), were meant to stand for the agency’s change and progress. rigid red roundel. This is symbolic of the spirit cultural roots, while also depicting its contempo- Based on the pillars of empathy, experimenta- of inventiveness. Replacing the solid, red circle rary bend. The re-branding had coincided with tion, expression and dynamic integration, Water is the graphic device of the brush stroke. This the agency’s silver jubilee celebrations. has crystallised the group’s new brand platform as denotes experimentation, energy and dynamism. [email protected]

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To subscribe SMS TGSUB to 58888 On stands now!    BARISTA LAVAZZA Win with Your Own Coffee The coffee-retailer has received around 2,000 entries for the Master of Menu contest. By Poojya Trivedi

aking the coffee treat to the next level, the from our consumers coffee retail chain, Barista Lavazza, has has been overwhelm- Trolled out an engagement programme for ing. The coffee-chain its consumers. Master of the Menu is a beverage has over 40 stores in recipe contest that aims to create uniquely fla- Delhi, 25 stores in voured concoctions. Mumbai and 28 in The contest provides an opportunity to all con- Bengaluru. Each retail sumers to share their unique beverage recipes. The outlet of the chain, on winning recipe will be awarded the title of ‘Master an average, experiences of the Menu’, and will be featured in the upcom- 350-400 footfalls in a ing winter menu across all Barista Lavazza outlets Swarup: getting ready day. The event is being in the country. for winter menu promoted through “By organising this contest, we are involving e-mails sent to the cus- our brand lovers, fans and our loyalists to come tomer database, asking them to participate in the together and share their original beverage recipes contest. Apart from this, in-store promotions with us. The recipes can be showcased by mak- are being undertaken across all stores in the ing them an important part of our winter menu three cities through posters, standees, tent cards, range,” says Saurabh Swarup, head, marketing and registration forms and leaflets. Additionally, the product development, Barista Coffee Company. company is also using its website and Facebook to The contest, which is open to patrons of all spread the word. The on-ground activities for the ages, is being organised in New Delhi, Mumbai coffee-chain are handled by Jagran Solutions. and Bengaluru. Amongst all the entries received, Entries were submitted either by filling up a eight finalists from each of the three cities were contest form available at the outlet or by sending selected on the basis of uniqueness of recipes an e-mail to the company. Apart from the recipe and were invited for the city wise finale event on being added to the menu, the 24 finalists will get September 30. two nights’ free stay at a resort in Punjab. The company, which started serving liqueur Owned by Italy’s largest coffee company, coffee in November 2009, is, however, accepting The winning recipes of the Lavazza, Barista currently has more than 200 out- only ‘no liqueur recipes’. contest will be showcased lets in more than 30 locations in India. Besides The Delhi leg of Barista Lavazza ‘Master of India, Barista Lavazza also has cafes in loca- Menu’ recipe contest has received over 1000 in the winter menu range tions across Sri Lanka, Bangladesh, Oman and entries and whereas about 1000 entries have come the UAE. from both Mumbai and Bengaluru. “The response at all Barista Outlets. [email protected]

<< p‚‡vˆrqs ‚€ƒhtr ' a second phase of the campaign. trust and believe our national legal veneer of touching visuals and mov- tender to be sacrosanct and will use ing words,” says Suthan. WHAT’S NECESSARY? more currency in their lives and in “Harsh inspection is what is need- Show me the... hen asked, creative pundits daily life than us who live in the met- ed to keep my pockets safe. Ram Whave spared a kind word for ros. This is the heart of India, where home the message. In the era of net very relevant point and make people the execution and the intent of the counterfeit currency will thrive and payments, credit cards, cheques and change their habits and start inspect- film but given the magnitude of the grow unnoticed and corrode our everything else paperless, this is not ing, if not all, at least some of the problem (counterfeit banknotes), the systems without suspicion,” he says. the tone or message to be deployed,” safety features.” film has met with some brickbats. However, he thinks that the he exclaims. According to him, trying to Rahul Jauhari, national creative achieve a change in social behaviour director, Pickle Lintas expresses sim- is a challenging task and to be able to The film was first aired on national ilar views and concerns. “On the pull it off is a satisfying experience. execution front, it is beautiful copy The collaboration with Gulzar channel Doordarshan - to get to the - nicely cut and done. The thought also helped, says Sankhe, as the film grassroot level - followed by cinema halls is very nice, the craft visible clearly,” needed to appeal to every Indian Jauhari says. citizen and not a specific target and satellite channels. According to him, the film falls audience. short at its attempt to reach out to The film, aired first on nation- Prathap Suthan, national creative film is too soft, given the rampant the masses and induce a change in al channel Doordarshan as the director, Cheil Worldwide likes the problem of counterfeit currency. the way people behave. RBI wanted to get to the grassroot analogies and casting and says that “This will help me admire my “The communication needs to level, followed by cinema halls the film is charming from a cin- currency note. It is indeed a beauti- be a lot simpler, clearer to be under- and eventually, satellite channels. ematic perspective. ful work of art. However, I need to stood by the masses and to move It will be supported by a print He appreciates that it is slanted, be told that the note in my pocket them to action. This one’s for the campaign and on-ground activa- aimed at the aam junta in the smaller could be counterfeit. The urgency, galleries, if you ask me. It will draw tions in association with banks. towns and villages. the criticality and the importance of applause there,” he observes. This shall be further followed by “These are the very people who the matter have all vanished under a [email protected]

24 afaqs! Reporter, October 1-15, 2010

   TATA MUTUAL FUND Saving Grace The campaign for the Systematic Investment Plan stresses upon the habit of saving regularly. By Ashwini Gangal

ata Mutual Fund’s new communication, the production house is Ourja Films. Addressing the issue of the child being occurring after a gap of about couple of The ad film is set around a child’s birthday the knowledge-laden protagonist, Viren Tyears, aims to make Tata SIP the first party. It opens on a father gifting a piggy bank to Kamdar, national creative director, Quadrant thought for regular investment. The previous his son on the occasion. The son is disappointed Communications says, “We’ve used the notion of campaign, that wasn’t exposed much and didn’t with this gift and professes that if the aim is to how kids today give gyaan to adults and tell them to run for too long, played on the concept of an ‘SIP save money, then investing in Tata SIP is a much move with the times. This is true for gadgets and (Systematic Investment Plan) meter’. The present better option. When the father displays ignorance technology and we have extended it in an exagger- campaign is a long term one and is slated to run for regarding this option, the child’s friends mock ated form to mutual funds. We have used children about four-six months. to shake their parents out of Addressing the objective of their outdated notions about sav- the campaign, Dharmendra ing and draw their attention to Satapathy, head, market- Tata SIP.” ing, Tata Asset Management, The creative brief was to build informs, “We want to popu- category awareness amongst the larise not just the brand but lay person, presumably unfamil- also the mutual fund cat- iar with this investment option. egory. So, in a sense, it is a “Most people lack awareness social effort.” He adds that about SIP. To popularise it, we the prerogative is to make SIP have twisted reality and made a common denominator, just this a very ‘evident truth to miss’ like an FMCG product, such kind of gimmick.” that the lay consumer watches Kamdar adds that the mutual the ad film and seeks education about the category. fund category has been gaining momentum in the Enlightening the lay person about the category and “We’ve used the ad space of late and rates its competitiveness at 7-8 the jargon related to it is a complementary aim. notion of how kids on a 10 point scale. “In the midst of this compe- Satapathy adds, “Our TG is the 25-45 year old today give ‘gyaan’ tition, the USP of the Tata brand is the trust it male, belonging to SEC AB+ but the TG may as inspires in consumers,” he says. well be all educated people out there.” He says to adults and tell Positioning a product as something one abso- that within five years, even SEC C is bound to them to move with lutely ought to be familiar with and playing on get included in the TG for the brand and for the brand ignorance in an ad campaign is an oft-seen category at large. In his opinion, this segment is the times.” advertising cliché. The most common manner underpenetrated and the campaign will serve to VIREN KAMDAR of executing this is to create a character in the ad bring about some much desired financial inclu- film, who is mocked or reprimanded in some way siveness. He quotes this as the reason the ad film him. Product details are then revealed through the for not knowing about the brand and yet another promotes the brand as the most obvious thing that child’s dialogues. character - a knowledgeable expert - who educates people are missing out on. The insight used in the commercial is the belief this person about the brand. The creative duties for the account are with harboured by most parents that the habit of saving Brands that have used this strategy in the Quadrant Communications, headed by Rajan regularly is inculcated in a child through a piggy past include Orient’s PSPO (the ‘PSPO nahin Narayan, president and chief executive officer. bank. The brand proposition is Bachcha bachcha The film has been directed by Pervez Ahmed and jaanta hai ki Tata SIP hai investment ka pehla kadam. p‚‡vˆrq‚ƒhtr!'>>

<< p‚‡vˆrqs ‚€ƒhtr ! that works at a simple, fine, insightful, touch- ways to treat life insurance. First, small level, rather than ing, and empathetic. paint the grim picture; scare people focusing on death in all “The concept is fresh into buying; remind them of what Shifting Perspective its seriousness. In the and touches a chord happens if they die suddenly. LIC film, the emotion of in this era of serial seems to have chosen this path for anxiety of the father and daughter momentary separation child-killers. It has a while now. I’m not sure how this is brought forth in an emotionally has been exaggerated to taken forward LIC’s does in the market place, but it’s not charged manner. Brand LIC is then convey the message of old brand territory, of something that will make a brand presented as an anxiety alleviator, potential separation of a a missing breadwin- warm and endearing to the con- which helps fulfil one’s responsibil- far greater scale.” ner, differently and sumer. Personally, I find the whole ity towards loved ones. The film The media mix for memorably. And the approach morbid and ‘guilt market- conveys the message with the help of the campaign includes Hodiwala: emoting well verbal reversal at the ing’ led to sell the products.” this relatable metaphor. TV, print, radio and end brings the mes- He opines that the positives of life The creative team on the account digital (Facebook and Youtube). sage home in no uncertain manner. insurance, such as ‘the worry-free comprises vice-president and sen- It is a far cry from earlier, heavy- life’ are more endearing but it is more ior creative director, Debojyoti DOES IT MOVE AUDIENCES? handed commercials,” Chakraborty difficult to do interesting advertising Purkayastha; vice-president and ndustry experts, agree that the film elaborates. He also finds that the around this. “While the film is well senior creative director, Vistasp Iis well-made; but harbour varying performances by the actors have been shot and brings out emotions very Hodiwala and copywriter, Aayusha opinions as to its effectiveness. skilfully extracted. well; I feel it falls into this logical fal- Shah. Ambareesh Chakraborty, princi- Saji Abraham, vice-president, lacy, rendering the brand relevance About the film, Hodiwala says, pal consultant and creative director, planning, Lowe, says, “Strategically very low,” Abraham asserts. “We have taken a metaphor from life R K Swamy BBDO, finds the effort speaking, there are two very broad [email protected]

26 afaqs! Reporter, October 1-15, 2010

  LAQSHYA Expanding Footprints The out-of-home company has added more than 400 sites in Pune to its inventory. By Surina Sayal

ut of home media company Laqshya has expanded its presence in the western mar- Oket by adding more than 400 out of home (OOH) media assets in Pune, which is an upcom- ing hub for a number of companies and industries. The OOH formats that will now be part of Laqshya’s inventory include billboards, pole kiosks, traffic booths and mobile vans in Bund Garden Road, Kalyani Nagar, Yerwada, Kharadi, Kondhwa, Camp, Wakdewadi, SB Road, University Road, Baner, Aundh, Kothrud and Bajirao Road, cover- ing most parts of the city. Pune is fast emerging as a key location for multinational firms. Here, the outdoor medium has long been seen as a significant vehicle to reach (Top Left) Sinha: the inventory includes billboards, out to target customers, with different media being pole kiosks, traffic booths and mobile vans. popular amongst different industries. Pole kiosks offer frequency and immediacy, traffic booths to continue offering innovative and professionally and other transit media ensure repeated exposure, integrated OOH services to brands.” especially in a city which is concentric in nature With the inclusion of Pune, Laqshya will now (unlike Mumbai). In fact, this was the second loca- have media assets in 14 cities across the country. It tion where the Indian Outdoor Survey (IOS) was also has presence in Sri Lanka and Dubai. conducted by MRUC, after Mumbai. Laqshya functions through three divisions, Shashi Sinha, national sales head, Laqshya OMI (Outdoor Media Integrated) - the OOH Media, says, “Mumbai’s twin city, Pune, has media agency, Laqshya Outdoor, which offers shown a lot of promise as a lifestyle destination a media assets in the OOH space and Laqshya and has attained significant importance in the Airport, which has exclusive rights to the green- media plans. We will now market premium sites field airport project in Hyderabad and the in the city. This move has been largely applauded Bandaranaike International Airport (Colombo, by our advertisers and agencies and most of them Sri Lanka). have already shown interest. Our aim would be [email protected]

<< p‚‡vˆrqs ‚€ƒhtr!% He says that another reason for Pandit, partner and senior creative ful towards the older generation. using a child as the main character director, RK Swamy BBDO is of Senthil Kumar, executive crea- is to generate an association between the opinion that the ad suffers from tive director, JWT India, comments Saving Grace the brand and modernity. “We want classic role reversal as instead of the on the tried and tested creative for- to position the brand as a modern father educating the child about the mula used in the commercial. “I hate jaante!’ commercial) and Perfetti Van style of investing and this goal is investment plan, the ad shows the formulas. I believe that the audi- Melle’s Chlormint (the Dobara mat achieved by showing that the next child telling the father how to invest ence out there wants you to surprise, poochna TVC). Nirma Shudh Namak generation is aware of it and is telling money. engage and connect with them at had also used a similar tactic a few their elders about it,” he explains. “A message about a serious topic every touch point. They don’t have years ago with its ‘Bacche bhi jaante hai The campaign is primarily TV-led such as insurance would be more time for the same old formula in a iske saare gunn’ commercial. with only one 40 second TVC. relevant and convincing if a senior new form,” he says. When confronted with this, He adds that usually cute kids help Kamdar agrees that the idea is not a endear adult audiences if one plugs new one but reasons nonetheless, “It The use of a child is to deliberately make in emotion, humour, a deep human is very novel in the finance category. insight or any real hook that will Also, using a child in the mutual fund it disruptive and draw attention between engage and hold attention beyond 30 category is a new idea - ads in this seconds. “This one, though, lacks a category mostly convey the brand the brand and modernity. good right hook to connect with the message through characters such as investor out there,” he says. graduates and businessmen.” Edited versions of the same (30 sec- person spoke about it. Due to this Kumar concludes that he is not The commercial is deliberately ond and 20 second version) will role reversal, consumers may not sure if the tactic of using the child disruptive as it is aimed at startling follow shortly. Besides TV and print, identify with the offering. It is hard as a spokesperson of financial invest- viewers. “The act of a kid giving an below-the-line activities are also on to accept a kid talking about SIP and ments will really work in the market. older person advice is not improb- the cards. the exaggeration is hard to believe,” He asserts, “How many parents like it able; agreed that the content - that he says. when their teeny boppers start teach- is, finance advice - is improbable. DOES THE CREATIVITY On an ethical stand point, Pandit ing them stuff? Kids know more but However, this is a deliberate exag- WORK? adds that the gesture of the kids will any child put his father down in geration that is necessary for effective ndustry experts give a thumbs mocking the father is a complete front of his friends?” advertising,” Satapathy adds. Idown to this campaign. Gautam no-no as it is insulting and disrespect- [email protected]

28 afaqs! Reporter, October 1-15, 2010

  POKEN THE FUTURE OF BUSINESS CARDS t first glance, Poken looks like a pen drive A(storage device). In reality, it is a USB- enabled social business card, developed by the Electronic Introduction Switzerland-based company, Poken.com. It not only allows its users to exchange their contact Social media gadget Poken, provides networking and brand-building details but also empowers them to share their presence on various social networking sites in opportunities to users. seconds. How? To transfer the contact details stored efore revealing this gadget named in Poken, to begin with the user needs Poken, it is important to under- to first plug the device into the USB Bstand the genesis of its existence port of his computer, which is connected through a conversation between a media with the internet. Once plugged, the professional and Dr. Networking: device automatically directs the user to Poken.com, where he or she can Media professional: I am a networking create his virtual business card and feed addict. in information such as name, designation Dr. Networking: Are you just an online and other contact details. social networking addict? The user can also add his photograph Media professional: No. I meet a lot of and provide clickable links - displayed as professionals in daily life and exchange icons - of his various social networking business cards with them. profiles. More than 40 social media sites, Dr. Networking: Is there any problem such as Linkedin.com, can be linked with with it? the social business card. Media professional: Yes! there is a To exchange information/cards with problem with exchanging cards. Once I have people in the real or offline world, the Poken exchanged the visiting cards, I take a lot of users are required to bring their Pokens close time in extracting and arranging their contact (about 0.5 inch) to each other, and wait for few details in my database. Besides, searching for seconds until the devices exude a green light. The the online presence (on networking sites such green light indicates that the business cards of the as LinkedIn and Facebook) of the people I share two users have been successfully exchanged. business cards with is also a time consuming The information acquired could then be process. retrieved by plugging the device into the internet Dr. Networking: Oh! My dear friend, you don’t enabled computer. Soon after it is plugged, the need a medicine rather you need a gadget called Poken. p‚‡vˆrq‚ƒhtr"!>>

SANDISK Jogging Their Memory The flash memory maker reached out to consumers through on-ground activities. By Poojya Trivedi

ith the growing need to India & SAARC. store data, storage space The activity aims to Walways seems to run make the target group short. And with mobile devices aware of the company’s becoming ubiquitous, the need to wide range of offer- be able to access anything and eve- ings, which is available (Left): Sood displaying the product and SanDisk canters rything is leading to the exponential at various price points. growth of memory devices. “Consumers know SanDisk memory van Nokia phone costs about Rs 2,500 To tap this growing potential, about memory cards, will traverse all the hot and allows 8 GB of storage. For this the flash memory maker, SanDisk but they do not pay attention to spots of the various cities it travels campaign, the company’s primary ,has launched the SanDisk Memory these memory devices. When they to. target is SEC B, C and D, who are Yatra, which aims to reach out to buy a digital camera, they don’t Sood says, “In big cities, con- aware of memory cards, but do not gizmo-geeks of all ages. The pan- pay attention to which brand of sumers have many digital devices to know what type of cards best suit India activity involves educating the memory card they should use or handle. But in smaller towns, the- their needs. target group about the benefits of what capacity they need. We want phone becomes the only important The canters are designed to flash memory. them to know about the availability device that people carry with them engage with the consumers, while “The importance of memory is of our products in various capaci- everywhere and use it as everything demonstrating the entire product very high right now, with the surge ties and various price points,” Sood - to save pictures, music or any range of SanDisk. The mobile van in digital devices. So, this initiative explains. other data. This leads to the need has a signature wall and memory will allow us to engage our custom- The initiative covers Jaipur, for high-capacity memory cards.” wall set up for the product demo. ers and make them more familiar Chandigarh, Kochi, Pune, Phones today are loaded with The inside of the van is divided with our products,” says Manisha Hyderabad, Varanasi, Ahmedabad, multiple features and are also very Sood, country manager, SanDisk Lucknow and Guwahati. The affordable. For instance, a particular p‚‡vˆrq‚ƒhtr%%>>

30 afaqs! Reporter, October 1-15, 2010

  GOOGLE INSTANT The Search Continues Google has launced new search service which can have serious ramifications on the search engine optimisation (SEO) business in comparison to search advertising. By Kapil Ohri

ecently, Google announced its new search service called Google Instant. Compared Rto the existing search process on Google - which suggests search terms and displays search results only after the user clicks on the ‘Google Search’ button or presses the ‘Enter’ key, the ‘Instant’ version not only suggests search terms but also displays search results as soon as the user begins to type or key in words in the search bar. This implies that a user will start getting the results even before he finishes typing his full search term or presses the ‘Google Search/Enter’ key. The Google (Instant) search bar will display the prediction or suggestion of keywords, while the corresponding search results will be presented below the search bar. For instance, if a user enters the key word ‘coc’, Google Instant will suggest words like ‘Coca- Cola’, ‘coco’, ‘coconut’ and ‘coconut water’ and simultaneously show search results for ‘Coca- some time. Till then, Indian users can experience Cola’. Now, if the user adds the character ‘k’ to The service will be avail- it through Google.com, instead of Google.co.in. ‘coc’, the search suggestions and results displayed able in markets such as the Though Google has clarified in its blog that below the search bar will change instantly. In the there will be no impact of ‘Instant’ search on the case of ‘cock’, it shows results related to cocktails. US, UK, Italy and Spain. ranking of search results, yet many digital experts The search ads served via Google AdWords believe that the new search system will mostly programme on the right side or top of the search user will see an ad titled, ‘Employment in Coca- affect the websites which depend on the search results page as sponsored links, will also begin to Cola’ when he keys in ‘coc’ and as soon as he adds engine for traffic. appear as the user keys in keywords, even before the character ‘k’, he will get to see an ad titled “In the US, various websites have already start- the user finishes or enters the complete search ‘Designer cocktail dresses’. ed reporting fluctuations in their traffic figures,” term. Thus, a user will get to see different and To begin with, Google Instant services will claims Milind Mody, chief executive officer, more search ads during the search process on be available in a few markets such as the US, the eBrandz, a search marketing company based in Google Instant. UK, France, Germany, Italy, Spain and Russia. In For the same example mentioned above, the India, the service is expected to be launched after p‚‡vˆrq‚ƒhtr"#>>

<< p‚‡vˆrqs ‚€ƒhtr" ads on per user and monthly basis. He adds that companies use Electronic... Poken during business events and conferences organised or sponsored device pulls up a web page called by them. poken.com/dashboard, where details “Some of the global brands such of shared business cards are show- as BMW, Adobe, Microsoft, SAP cased. In case the user wants to visit and IBM have used Pokens in their the social networking profiles of the events,” adds Darapaneni. various business associates he gath- BMW utilised branded Pokens ered the business cards of, he can in an event named Trend Forum, directly click on the social network- organised in Munich, Germany in ing sites’ icons (on the bottom of December 2009. the social business cards) and land Poken has recently launched an on the desired profiles in absolutely Apple iPhone application which no time. offers similar functionality. The A Poken can save up to 64 social same technology will soon be made business cards in one go. The con- available on other smart phones. tacts after being transferred to the Naidu Darapaneni, founder and explore the online branding pos- Poken is priced at about desired location, empties the space chief executive officer, Versant sibility.” Rs 1,500. It will be interesting to to further save new business cards. Technologies, the Hyderabad The online branding option watch whether Poken will take off based company which is the exclu- includes branded social business in India, especially considering the THE BRANDING sive reseller of Poken in India cards, skins and banner ads served fact that it will be of no use if the OPPORTUNITY (Pokeninindia.com), explains, on Poken.com dashboard. The com- other person does not own the same arketers can employ Poken “Advertisers can print their logos pany has plans to charge about Rs device. Mfor brand building purposes. or stickers on Pokens and can also 100 from advertiser to serve banner [email protected]

32 afaqs! Reporter, October 1-15, 2010

 

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

ADVERTISING OOH & BTL MEDIA > Nirmal Pulickal the ex-asso- > Madhuri Sapru, managing > The India Today Group has ciate creative director of W+K has partner, Kinetic & Dialect South appointed veteran journalist MJ joined Mudra Communications as Asia, who handled the position Akbar as the editorial direc- executive creative director, North since mid-2006 has put in her tor of India Today - English and East. Based out of Delhi, he will papers at the agency. Before join- and International editions, tak- report to Bobby Pawar, chief creative ing Kinetic, Sapru held various ing over Prabhu Chawla’s officer, Mudra Group and work with positions at Tata Teleservices. responsibilities at the organi- Ajay Naqvi, EVP and head, Mudra Earlier. She was working for the sation. Akbar will also have North and East, handling accounts Tata Group managing the Tata the additional responsibility of like HBO, Wrigley and Philips. brand and also led the Tata Group Headlines Today as editorial director of the channel. A graduate in English literature from Fergusson College, AoR. She has more than 21 years of experience, most of While, Chawla has been redesignated as CEO and editor Pune, Pulickal has 12 years of experience in advertising. He it at the client’s end with companies such as Nestle, Blow (languages). The latter will explore possibilities to bring started his career in 1998 with Clarion (now Bates141). Later, Plast, BPL Mobile (now Loop Mobile) and the Tata Group. more Indian language titles in future. he moved on to agencies like Contract Advertising, McCann Akbar had launched a weekly English newspaper titled Erickson, Ogilvy & Mather, RMG David, Young & Rubicam and MARKETING The Sunday Guardian in early 2010. Also, he is the chair- finally to Wieden+Kennedy in 2008. person of Covert, a fortnightly news magazine launched > Cleartrip.com has appointed Niraj Over the years, he has worked on brands such as Nike, in May 2008. In the past, he has also been associated Seth as the CMO. He was earlier the Royal Enfield, Chevrolet Beat and Cruz, Incredible India, with The Asian Age as founder, editor-in-chief and manag- head of marketing at online jobs por- Indigo, Singapore Tourism, Citibank, Asahi Glass, United Colors ing director and has been editor-in-chief of The Deccan tal, Monster.com. He will report to of Benetton (UCB) and Cornetto Walls, among others. Chronicle. Stuart Crighton, CEO, Cleartrip.com, and will be based in Delhi. Seth is an > Nitin Makdani, ex-business > Bloomberg UTV has appointed Manoj Menon as alumnus of IIT Kharagpur and has head - consumer electronics at Cheil senior vice-president, ad sales. He will report to Deepak more than 17 years of experience. Communications has moved to LG Lamba, business head, Bloomberg UTV. He will be respon- Of this, he has spent more than 12 Ad as vice-president. He will be the sible for increasing the channel’s revenue and capitalising years with Bharat Petroleum and in overall in-charge of the agency while on the channel’s renewed programming and branding. 2006 he moved to Monster.com. working towards strengthening the Earlier, Menon was head, ad sales, STAR Movies and STAR existing verticals, as well as devel- World. He has more than 17 years of experience in ad oping new verticals, to establish DIGITAL sales, of which 11 years have been spent at STAR Network. LG Ad as a full-fledged communica- > Hungama Mobile has appointed tions agency. Sunny Virmani as VP-international > Red FM has announced multiple appointments in its Makdani is an MBA from Mudra mobile business. He will lead programming team. With an aim to strengthen the sta- Institute of Communications, Ahmedabad and has over 15 Hungama’s global growth and opera- tion’s senior management in programming, Vaibhav years of experience in advertising. He also did a course in tions in the mobile space and will Vishal has been appointed as the NCD, while Rohit advertising and marketing from Pennsylvania University. work closely with the company’s con- Kulkarni is the new national client solutions head. He started his career in 1994 with Mudra Communications tent and service partners globally. Mayur Chikramane has joined Red FM as the regional followed by Rediffusion Y&R. In 1996, he moved to Everest He has over 13 years of experi- programming head - North and Macoy D’Souza comes Integrated Communications, where he spent six years handling ence in filmmaking, entertainment, on-board as the regional programming head - West. clients like Godfrey Phillips, Honda Scooters, Caltex Lubricants, marketing, consulting and tech- Before this, both Vishal and Kulkarni were associated Fena Detergents and Maxima Watches. In 2003 he joined nology. He has worked with many with MTV. Chikramane was earlier associated with Fever Hakuhodo Percept Delhi as client services director, where he prestigious and boutique companies in the US and in India. 104 FM and D’souza was with the media industry and had worked on Maruti Suzuki and Suzuki two-wheeler brands. This Prior to joining Hungama, Virmani was president of VCXel previously led the regional programming teams for Big FM. was followed by another brief stint at JWT as client services Entertainment, where he led the strategic direction and opera- director, before he moved to Cheil in 2006. tions of the company.

<< p‚‡vˆrqs ‚€ƒhtr"! search process is over, so there could be more opportunity for companies/ brands to serve their search ads in The Search... advance, even before the search pro- Mumbai, which has offices in the cess ends,” he says. US as well. However, brands serving ads on He adds, “Google Instant search search will need to be careful as the will have more impact on the organ- system may count impression even ic search business (search engine for searches which may not be apt, optimisation) compared to the paid says a search marketing expert. search (search advertising using “One area that Google Instant Google AdWords programme).” could play a role for users could be Bhaskar Thakur, co-founder and (From left) Mody, Thakur and Murthy: great opportunity for advertisers that of local search because that’s chief executive officer, RankUno ‘five star hotels in Delhi’ could pre- paid search business? says, Murthy. one area where the search queries Interactive (a Pune-based search dict different results while the search “The keywords selection process are more vague (as a person may marketing agency), says, “Earlier, process is on - based on the order for AdWords based advertising will not know what exactly he would the focus was on choosing the right of keywords. In the earlier Google become more strategic and advertis- like). In such a case, the intelligence set of keywords to make search search system, both keywords/search ers will have to increase the number that ‘reads your mind’ will be wel- engine optimisation (SEO) effective. terms were treated equally. of ‘ad groups’.” An ad group rep- comed. But overall, just as one uses However, from now onwards, the Clarifying it further, Mahesh resents a grouping or collection of or ignores ‘auto form filler’ sugges- relevance of each word of a search Murthy, co-founder and chief exec- keywords for which a search ad is tions, the same is likely to happen term will become important and utive officer, Pinstorm, says, “The being served. Thus, the advertiser with Instant Search once its novelty search agencies/advertisers will be challenge for search agencies/adver- will end up buying more keywords. rubs off, and it becomes the way all required to focus on the order of tisers will be to optimise and create Thakur believes that the Google search is,” Ashok Lalla, president, keywords of a search term.” content/pages related to each word Instant search system is actually an digital, EURO RSCG (India) points He adds that searches for terms for a long tail search term.” opportunity for advertisers. “Search out. such as ‘Delhi five star hotels’ and Will Google Instant affect the ads will be displayed even before the [email protected]

34 afaqs! Reporter, October 1-15, 2010

   VODAFONE/BLACKBERRY Not Just For the Big Boys The ‘BlackBerry Boys’ are the new craze in town. Vodafone’s new campaign says that the smart phone no longer belongs to only the corporate honchos. By Biprorshee Das

hether Research In Motion Nirvana Films. service and experience the suite of (RIM) puts the Indian Talking about the campaign, offerings. Wgovernment’s security Rajiv Rao, national creative director, Anuradha Aggarwal, vice-pres- concerns to rest or not, one cannot Ogilvy India, says, “I remember the ident, brand communications and deny that the BlackBerry phone user look on the faces of the top execu- insights, Vodafone India, says, “We base has widened steadily in recent tives in suits, sitting in business class, noticed that BlackBerry had become times and that the average age of the having to share their seat with a an aspirational phone with the youth user has only got younger. young guy like me in a crumpled and we wanted to make Vodafone The ‘smart’ phone, if you will, has T-shirt and torn jeans. It was this the preferred service provider. The moved beyond being just a device for objective was to be different. To be a hotshot executive to check e-mails different with a simple message can on the go. It has moved beyond being be challenging, too.” only a business phone. Controversy The television campaign will be or not, the BlackBerry Messenger or supported by print and outdoor pro- BBM is one of the more hep con- motions. cepts with the youth and ‘Give me your BB PIN’ is common usage. BOYS’ SPEAK... All in all, move over corporate he campaign has evoked mixed honchos - the bubbly young have Tresponses from the advertising staked a claim in the fun BlackBerry fraternity, while the light hearted space as well. Vodafone Essar’s new nature of the film has been much campaign for BlackBerry is recognis- appreciated. ing this very trend and conveys the Satbir Singh, chief creative offic- message in a simple yet cheeky man- Rao: Targeting the young er, Euro RSCG India observes that the BlackBerry had become a “very straight-jacketed for the stuffy” kind of a phone. “BlackBerry had become a device for the guy who replied on Lotus Notes at ungodly hours. In reality, the number of people who ask you for your PIN has been rising steadily. BBM is the lifeblood for scores of gossipy young things,” notes Singh. He says that the commercial changes the perception in a delight- ful way. ner with ‘BlackBerry Boys’. feeling that was very similar to the “Indeed, I love the light hearted Having created quite a buzz BlackBerry phenomenon a few years ‘boys’ bit. It’s catching on as a for- already, the television commercial, ago - when getting a BB was like a ward on social media. What else do designed by Vodafone’s long trusted big perk in the organisation.” you need,” Singh says. creative partner Ogilvy India, passes “Today, besides the top execu- Prasanna Sankhe, national crea- the message very figuratively. tives, a lot of youngsters are using tive director, Publicis Ambience, a The film begins with five men BlackBerry for various reasons. self-confessed BlackBerry hater, is dressed in formal attire - singing Inspired by this insight, we thought not impressed by the new position- about how special they are, being - how about getting these typical ing of the BlackBerry. BlackBerry users or ‘the BlackBerry BB users singing a song about BB “People like the efficiency of the Boys’. The group, much to its cha- and themselves - and then letting BlackBerry and in some way, in grin, is gradually joined by a whole a bunch of youngsters completely the corner of their hearts, desire to bunch of youngsters singing the take over what was meant to be their project themselves as a part of this same song, saying how they all do the stage, since they are the new users,” corporate BlackBerry world. I don’t Move over same fun thing and stay connected Rao adds know how prudent it is to erode that corporate socially while they are on the move. The lyrics of the song, says Rao, strength,” says Sankhe. Besides the implied message, had to be simple enough to look like Having said that, Sankhe likes the honchos - the the campaign pushes Vodafone’s one that is made by the same men ‘feel good’ factor and music of the BlackBerry service plans for its pre- in suits. commercial - as one has begun to bubbly young have paid customers in India at pocket Vodafone’s brief to the agency was expect of the Vodafone communica- staked a claim in friendly prices. to expand the usage of the BlackBerry tions. According to him, given the The creative team at Ogilvy beyond the traditional post-paid cor- nature of the client, a bigger creative the fun BlackBerry includes creative directors Rajesh porate segment. With the pre-paid leap with a relevant insight could Mani and Mehul Patil. The TVC has offering, youngsters have the option have been possible. space as well. been directed by Prakash Varma of to control their expenses on the [email protected]

36 afaqs! Reporter, October 1-15, 2010 Here’s your tool to create ripples..

Come, get into act....      

New and notable campaigns across television, print, out-of-home and digital media TELEVISION

HINDUSTAN TIMES LENOVO PHILIPS ELECTRONICS The TVC is a part of the four-film series. With the The film for Lenovo’s range of personal computers is based The TVC for Philips energy efficient lighting talks of how the Commonwealth Games and reality shows being the case in on the fact that most of Indian household PC purchases by product is a good bet to save energy. point, the idea of the campaign is to bring people closer to the youth needs parental approval. sports and also to propose a change in the way people are Creative Agency: DDB Mudra Delhi putting pressure on children to participate in reality shows. Creative Agency: Hungry & Foolish Chief Creative Officer: Bobby Pawar Founder and Creative head: Anto Noval Creative Director: Neville Shah Creative Agency: Lowe Lintas, Delhi Creative Directors: Praveen Raj and Prem Kishore Creative Team: Hassan Jafri, Radhika Kapur and Creative Team: R Balki, Deepesh Jha, Amer Jaleel, Film Director: Milind Dhaimade Saurabh Dawar Shayondeep Pal and Harpal Singh Production House: Equinox Films Film Director: Prakash Varma Film Director: Nikhil Rao PRINT

VIMAL VIVANTA BY The ad talks of TAJ HOTELS & Vimal’s recently launched anti- RESORTS The ad is the launch microbial fabric campaign for Taj that allows Group’s Vivanta. It’s a sweat free use. 5-star hospitality brand The campaign positioned in the upper- is designed upscale segment. The keeping in creative through various mind young words brings alive the entrepreneurs with a hectic work schedule and social life brand experience and AIRTEL mixing fashion with a functional benefit that is communicated philosophy. The creative is about the Airtel-Manchester United School with a floral metaphor. Programme. The copy says how aspiring footballers in 240 Creative Agency: schools across six cities will undergo rigorous trials led by Agency: Grey Advertising Rediffusion Y&R Manchester United coaches while the 20 most promising Executive Creative Director: Karan Rawat Creative Head and Copywriter: Anisha Sarin players will head to Manchester to train at the club’s facility. Senior Creative Director and Art Director: Goral Art Director: Sanket Pathare Creative Agency: Rediffusion Y&R Ajmera Brand consultancy and Design Firm: Landor Creative Head: Jaideep Mahajan Copy Supervisor: Pallavi Chakravarti Associates OOH DIGITAL

COCA-COLA Coca-Cola, the official beverage partner for the Commonwealth Games, has launched a 45-day long outdoor campaign. The OOH firm has opted for large formats like frontlit hoardings, bridge panels, building wrap around the JACK AND JONES Centerstage Mall and BUILDADREAMCAR.COM As part of the outdoor campaign, the European fashion façade branding on The site empowers consumers to assemble and build a brand rolled out fully wrapped Innovas for seven days in the The Great India Place SUSHIL KUMAR virtual car using machinery and accessories available on Capital. in Noida and vertical the site. It is rumoured to be a teaser campaign for the OOH Agency: CashurDrive displays in the amphitheatre of Ansal Plaza Mall, New Delhi. upcoming vehicle called Aria, a crossover between MUV and Exposure: Delhi NCR SUV, by Tata Motors. OOH Agency: MOMS, Delhi Exposure: Delhi NCR Digital agency: Experience Commerce, Mumbai

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

38 afaqs! Reporter, October 1-15, 2010 YEARS OF

....and turn ripples into waves. Theme: Crisis of credibility in India Media Plus: Best of 15 - goof ups, letters, cartoons, pictures and thought provoking, rip roaring features.

Outlook’s 15th Anniversary Special Issue: October 25th Welcome aboard to the most awaited issue any magazine ever published.

Delhi Sushmita + 91 97 118 08101 [email protected] Mumbai Rajeshwari + 91 99 201 77066 [email protected] Don’t wanna give it a miss, na? Call: Bangalore Swaroop + 91 98 452 12010 [email protected] Chennai Uma + 91 98 407 58484 [email protected] Kolkata Moushumi + 91 98 310 39871 [email protected] I 40 Coke face-offwhichgavebirth tooneofIndian The 1996CricketWorld Cup sawthePepsi- in plenty,bothatsportingarenas andelsewhere. billboard orhoarding.There areIndianexamples can expectthehijackertolieinwaitroundnext place outdoors.Andappropriatelyenough,one than anyonehadbargainedfor. an officialsponsor.Buttheotherstoogotmore of thecasesmentioned,first-namedhasbeen of publicitythathelpedtheattackerbrand.Ineach World Cup,2010)havebeenplayedoutinablaze last year)andCarlsberg-Budweiser(Football Cup thisyear),Olympus-Canon(USOpentennis, (Atlanta Olympicsin1996andtheFootballWorld even beachvolleyball. World Cup(footballandcricket),Marathons the US,Olympics(WinterandSummer), advertising hasbeenapartoftheSuperBowlin the budandprotectsponsors’turf.Ambush organisers haveatorridtimetryingtonipitin bring outtheguerillainadvertiserwhile this addingtoitswoes. The CWGcommitteehasitshandsfullwithout Commonwealth Games(CWG)inNewDelhi. reared its-somesayuglyheadinthismonth’s to seewhetherambushadvertisingwouldhave The battleforeyeballs,perhapsfittingly,takes Globally, legendaryconflictslikeadidas-Nike Games meetsandchampionshipstendto public outcry,itwouldhavebeeninteresting infrastructure andtheresultantmedia with accusationsofcorruption,failing f therun-uphadn’tgonehorriblywrong afaqs! Reporter, October 1-15, 2010 What happenswhenbrandshijack their competitors’campaigns. ads thataremostvulnerabletobeingtargeted just ahandfulofofficialsponsors. for instance,despitethestarathletesattending,has is nobigsponsorinvolvedinsports.TheCWG, the sportsfieldpossiblybecause,cricketaside,there it firstappeared. war thatwastalkedaboutformanymonthsafter sports fieldwasKingfisher-JetAirwaysbillboard about it.Oneofthemorestrikingonesoff advertising’s memorablelines:Nothingofficial By DevinaJoshi When campaignsarehijacked,itistheteaser In India,mostambushadvertisinghappensoff campaign tofolloware the mostvulnerable. aren’t centraltothe intrigue and Teasers that are about R w Media CorporationtookThe TimesofIndia by thelatter.TheZee-Bhaskar combineDiligent sabotaging theentiresets of creativesprepared a weekbeforeBruwasto have donethesame, include Nescafé’slaunchofgranulatedcoffee filed acase. opinions. P&G,inthemeantime,wentaheadand applauded HUL’scleverspoiler,othershadmixed shampoo’ ones.Whilesomemarketingmanagers were strategicallyplacednearPantene’s‘mystery Dove istheNo.1shampoo’.Often,thesehoardings hoardings cameupclaiming:‘Thereisnomystery, seized theopportunitytotakeapotshot.Massive someone reactedwithalacrity. know wasthatsomeonewatching.And to itsnew,revampedavatar.WhatP&Gdidn’t teaser campaignwassupposedtobeaprecursor is betterthananythingelse’.Pantene’sextensive said, ‘AMysteryShampoo80percentwomensay in itsspace,launchedanoutdoorcampaignthat as itturnedoutlater),claimingtobetheleader attention. First,ashampoobrand(P&G’sPantene, ambush advertising?Isitfair? another’s campaign?Whatarethefinerpointsof headlines. Whatmakesabrandwanttohijack month, thePantene-Dovebillboardconflictmade especially iftheteasergoesonfortoolong.Last Other highly-visibleexamplesinIndia Hindustan Unilever’sshampoobrand,Dove, a coupleofhoardingsthatscreamedfortheir ecently, consumersinIndiawerebaffledby STREET BRAWLS

TIFFIN BOX    

Group to court because the latter’s campaign marketing officer, Tata Teleservices, giving an Would it perhaps be logical to conclude that for Maharashtra Times had ‘sabotaged’ the Grey advertiser’s perspective. a challenger brand is most often seen sabotaging Tape launch campaign for Diligent’s newspaper, Teasers that are about intrigue and not central a market leader’s communication efforts? Not Daily News & Analysis (DNA). Similarly, Dainik to the campaign to follow are the most vulnerable. really. Branding experts feel it is not a challenger Bhaskar’s teaser campaign for its launch in Ranchi On the other hand, teasers that are just the prequel brand that sabotages, it is the challenger mentality was ‘hijacked’ by Hindustan. So where and how to a strong, well thought-out, long-term position in any brand that does so - the panga lena hai does one lay the ambush exactly? are quite safe. K S Chakravarthy (aka Chax), attitude. It’s akin to the Shah Rukh Khan versus It is not as if ambush advertising cannot happen national creative director, Draftfcb Ulka, cites an Aamir Khan debate. Shah Rukh knows he’s the on TV. Airtel Digital’s teaser campaign with a red example. When Maharashtra Times tried to hijack numero uno, but still likes to behave like a couch took a pounding when Big TV’s ads pulled DNA’s outdoor teasers, not much happened. challenger, and attacks Aamir all the time. the rug from under its red sofa. Hijacking an ad is DNA’s hoardings of people with taped-up mouths Sabotage is obviously a short-term strategy, a considered an art and a science by a section. It is were merely the opening salvo of a strong ‘Speak pit stop, and there may not be anything wrong an art, some experts point out, when the creative Up, it’s in your DNA’ juggernaut. “MT wasted with that. It is said that the really good ones make is put together and unleashed on an unsuspecting some money and DNA went on to become the a statement about their own brand - taking a swipe rival. And it is science when you can calculate launch of the year,” muses Chax. how far you can go and, at the same time, stay within legal limits. Or, when and how much of a GAMES BRANDS PLAY competitor’s campaign can be ‘sabotaged’ without hy would a brand take open swipes at its it backfiring on the aggressor. Wcompetitor in such abrasive ways? “For the same reason someone would wear a yellow LAST-MINUTE SURPRISES suit - instant attention,” quips Sainath Saraban, t what point in a brand’s campaign cycle can executive creative director, Leo Burnett Delhi. Sabotage is Asabotage take place? The answer is: absolutely Sabotage usually happens when brands stop any point. Experts, however, agree that the teaser talking to consumers and start talking to each obviously phase is when a brand is most vulnerable to attack. other. Most of the time, this is just an opportunity According to Anand Halve, director, to show off how clever a brand is, with the a short-term ploy, chlorophyll, there are three key “occasions” when target group being the competing brand/agency. a pit stop, and there sabotage is likely to take place. The first is the It is about one-upmanship. “The consumer is left teaser phase of a campaign. It is the equivalent to confused, and may still not know why to buy your may not be giving “advance notice” so that a competing brand brand,” says Vikram Mehra, CMO, Tata Sky. can step in. According to a survey by chlorophyll, women anything wrong The second situation is akin to, in boxing didn’t get the Dove-Pantene saga at all nor did with that. Watch Out! hat should a brand do to make sure that its campaign is not broken? Harish Bijoor, brand strategy specialist and CEO, Harish Bijoor Consults Inc suggests five rules that could help. W at competition while doing it Integrity insulation: Don’t ever lie, intentionally or un-intentionally. Do not try to stretch the truth. even if there has been a mishap. The further you stretch it, the further it lends itself to ridicule and ambush marketing. It’s like an When Pepsi’s Michael elastic band. Stretch it far, and when you leave it, it hits hard...very hard! Jackson world tour was cancelled Hyperbole insulation: Advertising is a creative process. The brand positioning statement offers a few years ago, it left millions integrity. At times, the ad positioning statement builds on this. The execution, which sits atop this uses of fans - and the sponsor - disappointed. Coca- Cola, however, was quick to step in with the line, every hyperbole to make the creative endearing. Avoid a situation where hype overtakes reality. ‘Dehydrated? Time for a Coke’. Consumers loved Teaser-insulation: Avoid teasers at all cost. Even if you use it, do it with quick updates. Don’t it, because it came from what Coke stands for as a tease the competitor too much. Not worth it. Let the sleeping competitor lie. refreshment drink.

Tall-claim insulation: Stop making those tall claims altogether. You are offering the competitor a SNOOPERS’ INC? tall and thick whip to flog you with. Tread the path of product claims with integrity. ot every hijack attempt works in favour 360-degree insulation mindset: The days ahead are competitive. Examine every piece of Nof the cheeky brand. Often, the hijacked creative with a 360-degree mindset that explores society, competition, advertisers, the green brand gets the benefit of the hijacker’s media language and more importantly the inclusive language at large. Don’t offer a gap in any of this which budgets. The primary objective of a hijack is the competitor can use to sabotage perfectly good creatives in other ways. often entertainment. “You’re not in the business of advertising only to entertain. Every marketer’s primary objective is to get people to buy your product,” cautions Mehra of Tata Sky. parlance, “bleeding with a glass jaw”. A glass they fully comprehend the play on the word Others such as Chax feel that if a brand attacks jaw is a chin that practically begs to be punched ‘mystery’. The logic is simple. If one were to a competitor’s inherent brand values, it can work. severely. A brand might open itself up for attack take a pot shot at a long-term property associated For instance, when Thums Up said ‘Grow up to by providing gaps that a competing brand can fill with a brand (such as a claim like one-fourth Thums Up’, it was attacking Pepsi where it hurt in. In some cases, it would seem that the affected moisturising cream or even Nike’s tagline ‘Just do - its inherent sweet taste, and the vulnerability of brand was just asking for it. it’) the effort has a chance of being understood. its kiddy-consumers to being called kiddies. But The third scenario is simply stealing someone Whether it works or not is another debate. when the attack is purely on a competitor’s ad, else’s thunder creatively. Sixteen years ago, Pepsi’s “But if you attack something as obscure as a finding after finding indicates consumers don’t ‘Nothing official about it’ was a statement on ‘mystery shampoo’ and ‘being number one’, which understand - or appreciate - such efforts. Coca-Cola’s ‘Official sponsor of the Cricket the consumer might not so strongly associate with Where does one draw the line? Saraban of World Cup’. It was a way of turning a competitor’s any of those two brands, then it doesn’t work,” Burnett feels it depends on the people creating bragging to rubble. “There was no question of Halve deduces. Typically, the brand that faces and approving the communication. If it’s a one-off any opportunity being created by Coke, nor were eyeball-to-eyeball competition goes the sabotage project and they’re getting their kicks, no worries. there teasers for Pepsi to pick on. It was simply way the most. Furthermore, categories that enjoy “There are no absolutes here. One man’s ‘tongue- irreverence on Pepsi’s part, which made the word just two big players as adversaries are happiest in-cheek’ is another ‘in bad taste’,” he muses. ‘official’ sound stupid,” says Lloyd Mathias, chief doing this. [email protected]

afaqs! Reporter, October 1-15, 2010 41     TAJ TELEVISION VYAS I MANAGING PARTNER - SOUTH ASIA I GROUPM TUSHAR P‡ur7hyy The new channel, Ten Innings 2.0 Action+, will be all about ous international cigarette brands like Benson & Hedges and 555, which football. News Bureau ITC was planning to launch back then. In mid-1999, he moved to aj Television India has HTA Fulcrum, the WPP agency for launched Ten Action + as Unilever accounts. Tan exclusive football channel. Vyas started taking an interest in This is the third channel from the digital media during the late ’90s, company after Ten Sports and Ten when the digital industry experienced Cricket. the dotcom boom. He began his Ten Action+ will showcase the experiments with internet advertising world’s leading live and exclusive while working on brands like Close- football action. Talking about the up, Axe and Sunsilk. channel, Atul Pande, CEO, Sports The boom - which motivated Business, Essel Group, says, “This many people to start their own ven- affirms our commitment to grow tures - encouraged Vyas too, to come the sports business and consolidate up with his own company. While at our position as the leading sports HTA Fulcrum, he teamed up with broadcaster. The channel will bring his old MICA classmates Kedar Lele the best football action from around and Ruchira Gupta to devise a busi- the world.” ness plan. “We wanted to create a Ten Action+, which will be media trading and exchange platform, ‘entertaining and informative’, and which would ease the process of buy- will showcase live and exclusive ing and ordering of advertising (TV matches from the Spanish La Liga, and print) inventory through the UEFA Champions League, Italian internet medium. Then the bust hap- Serie A, UEFA Europa League, pened and our idea died on the paper English Championship, Carling itself,” recalls Vyas. Cup, Scottish Premier League and When HTA Fulcrum became Mindshare, Vyas was asked to set up and handle its digital division. He kick-started the operations with a team comprising Madan Sanglikar (now Dutch Eredivisie, among others. with Mindshare Interaction) and M V Apart from these, there will be a Rajesh (now with OnMobile). host of preview, review and maga- FOTOCORP “Mindshare Digital happened zine style shows along with original By Kapil Ohri immediately after the dotcom bust live studio programming before the and there were less expectations from games kick off at the weekends. elf-starter, solutions provider, digital at that time.” Countdown2Kickoff (C2K), will team leader, relationship build- “Only time In late 2007, Vyas’ decision to follow the football action every Ser, strategic thinker, persistent, will tell quit GroupM and partner with digital Saturday and Sunday and track down-to-earth, keen listener and a media technology start-up Surewaves breaking news, live scores, results, go-getter. No, you won’t find these what I have came as a surprise to many. “I am standings and fixtures. mentioned in Vyas’ CV. These are a a start-up person at heart. I would Experts on the team will also few adjectives picked up from various done have regretted for the rest of my explain in detail the subtleties of the recommendations written by various life if I had missed it in 2007. There game with exact precision using the media professionals - associated with with my was an opportunity to apply internet channel’s newly acquired Piero 3D Vyas - on his Linkedin.com profile. technologies to other mediums. I virtual graphics package. His recent move to GroupM as experience.” happened to meet Rajendra Khare, Controversial goals, tactical managing partner, South Asia to head who was earlier with Broadcom India play and disputed moments will the digital business is his second term Research, and Surewaves happened.” be analysed through the real-time with the agency. His first stay was seven years long. What made him quit Surewaves? “All the while at transition of live action into virtual Born and brought up in Damnagar (Gujarat), a Surewaves, I was in touch with GroupM folks as many reality. town with population of about 17,000 people, Vyas of them are beyond just ex-colleagues. There was an Ten Action+ will also showcase followed the ritual of pursuing engineering (electrical unwritten pact that I will review my decision after content from Chelsea TV, Liverpool and communications engineering from Shantilal Shah three years of joining Surewaves.” Despite his exit, he TV, Manchester City TV, Barca Engineering College, Gujarat), after finishing higher still owns some stake in the company. TV, Real Madrid TV and Bayern secondary. Instead of learning the science of commu- Now that he is back with GroupM, what are Munich TV to keep viewers updated nication, the engineering course helped him develop his plans? Says Vyas, “There is a famous quote: with the latest team and player news an interest in the art of communication. “While stud- ‘Experience is not what happens to a man; it is what a from clubs around the world. ying engineering, my interactions with marketing man does with what happens to him.’ There are many In January this year, Zee professors built my interest in advertising.” things you go through in start-up environment which Entertainment Enterprises (ZEEL), In 1996, Vyas got admission in MICA. After finish- will have immense relevance in high growth or estab- which owned 50 per cent stake in ing the course, he secured a media planner’s job in lished businesses. Only time will tell what I have done Taj TV, increased its stake to 95 per the Kolkata branch of Bates Clarion. There he was with my experience.” cent. assigned the task of creating media plans for vari- [email protected] [email protected]

42 afaqs! Reporter, October 1-15, 2010

  LITEFAST 360° From All Angles Mumbai-based blueMango solutions has partnered with a German company, Kinoton, to market new display systems in India. By Surina Sayal

umbai-based technology consulting, digital marketing and software develop- Mment company, blueMango solutions has tied up with German tech solutions company, Kinoton to market the state-of-the-art Litefast range of 360-degree digital display systems, which can be used for marketing and communication out-of-home. The Litefast 360° range comprises multimedia LED digital signage displays, whose 360-degree presentation can be viewed from all angles, attract- ing three times as many visitors and customers as conventional flat screens. These displays are suitable for locations that see a constant flow of visitors, such as airports, cinema halls, railway stations, shopping malls, clubs, theme parks, trade fairs, company foyers, These displays are suitable for locations that see a con- hotels and restaurants. stant flow of visitors, such as airports, cinema halls, The body consists of a cylindrical LED display, resting atop a sleek cylindrical stand structure. railway stations, shopping malls and clubs. Litefast displays come in three variants - Mini, Magic and Motion - with a range of sizes and display windows. The Mini stands at a height of trailer. The innovative LED display technology display options. about 16 inches or 1.3 ft, and can display text and provides good colour space, colour brilliance and The transparent Litefast Mini desktop mod- images. contrast. els are a face-to-face advertising medium for Litefast Magic is a larger format display, stand- Since Litefast Mini and Magic are transparent high-traffic locations, such as sales and trade ing at approximately 7 ft. It is a multimedia p‚‡vˆrq‚ƒhtr$ fair counters, customer desks, checkout areas or platform for any kind of video, commercial or >>

WHERE’S MY BONE across the metros of the country. Harihar adds that 70 per cent of the circulation will be through a sub- Every Dog Has His Day scription based model. Talking about the content of the The lifestyle magazine for dogs is good news for pet magazine, Harihar says, “Where’s My Bone will be a strictly dog enthusiasts. By Sumantha Rathore lifestyle magazine and it will have nothing to do with dog nutrition as it ever happened that advertisers from various sections, and training. you so wanted to go for including those who are into related There are many magazines Han exotic holiday but businesses, pet friendly hotels, dog which cover that aspect. We will couldn’t, because you did not have food companies and “basically any- cater to those who want to give the heart to leave your pet pooch one who wants to reach out to the their dogs a better life. We want alone at home? For pet owners pet owners,” says Harihar. to make India a well equipped who are obsessed with their canine The magazine is in the final nation for pets, like many other friends, dog lovers Jimmy Jain stages of talks with Mahindra countries.” and Apeksha Harihar decided to Homestay, Petsmart Pet Products Each edition of this quarterly launch a magazine focussing on and a few dog salons in Mumbai for will have a different theme, includ- dogs. Titled ‘Where’s My Bone’, advertisements. ing travel special, beauty special, the lifestyle offering will cater to pet It also aims to attract advertise- fashion special and photography Harihar: for the love of dogs owners from middle income and ments from other small but growing special issues. high net worth group. dog related businesses such as dog The magazine’s closest compet- Where’s My Bone is tentatively travel agencies which suggest pet Tentatively priced itor will be the six-year-old Dogs priced at Rs 75. It will be launched friendly vacations, pet photography and Pups magazine, a bi-monthly in January 2011 and will be a quar- related businesses and dog bakeries. at Rs 75, the in the same genre. terly offering. It will have an initial print run Where’s My Bone will, on an The company is promoted of 2,000 copies and aims to take magazine will focus average, have 50 pages, out of by Jain, chief executive officer the figure up to 5,000 copies by which 70 per cent will be dedi- and Harihar, editor and founder, the end of the year. The magazine on a better lifestyle cated to content and the rest will Where’s My Bone. will be available at Landmark and for dogs. be taken up by advertisements. The magazine is looking at Crosswords outlets and pet shops [email protected]

46 afaqs! Reporter, October 1-15, 2010

     Are Movie Promotions on TV Actually Clutter-breaking? Of late, almost every new movie gets onto a reality show on TV to announce itself. Are these as clutter breaking as they are made out to be? By Rohit Nautiyal U@E6TXDID6Q6S6IED IDUDIW6D9`6 F6IDF6HPC6IT6Y@I6 COO, P9 Integrated Business Head, Zee TV AV-P, Marketing, UTV Bindass

YES, TO A CERTAIN EXTENT. WE IN TODAY’S CONTEXT, THE THE RESPONSE DEPENDS ON HOW ARE LIVING IN AN AGE WHERE VERY FACT THAT EVERY A MARKETER HAS UTILISED - OR FILM PRODUCERS ARE NOT FILM MARKETER PLANS UNDERUTILISED - THE PLATFORM. CONTENT WITH RUNNING MOVIE APPEARANCES ON REALITY THE SUCCESS WILL SOLELY RELY PROMOS ON ‘X’ NUMBER SHOWS ON THE EVE OF A ON THE SYNERGY BETWEEN THE of reality shows - which are now a cru- film’s release speaks volumes for the popu- storyline of a film and the theme of a cial part of a film’s media plan. They larity of reality shows, their effectiveness in particular reality show. Such an associa- want more innovation. If a movie is generating buzz around a film and the reach of tion is fruitful either before the release treated as brand then integration is a television as a medium. of the film or within a few days post its must. Having popular actors make an appearance release. The best part is that no money is on reality shows is definitely a delight factor Film producers have realised the exchanged in such deals, making it a safe for the viewers as well. Zee TV pioneered the importance of being a part of the small bet for the producers on both the sides. initiative of roping in film celebrities for special screen. At the same time, a 13-week- Usually, general entertainment channels episodes of Sa Re Ga Ma Pa way back in 2005 long reality show has understood the (GECs) are preferred as they ensure eye- and the competition followed suit. significance of star power in titillating balls. While it’s convenient to do this in However, the current trend where the the viewers. the case of big budget movies or movies entire cast of an upcoming film visits every Recently, on the eve of the release of with star power, small films lose out on ongoing reality show dilutes the effectiveness Once Upon A Time In Mumbaai, actors this opportunity. of the publicity campaign. It is overkill. Ajay Devgan and Emraan Hashmi made However, now regional markets are It also substantially reduces the returns an appearance on Emotional Atyachaar also exploring such associations between for the reality shows as there is little or no on Bindass where they became a part of reality shows and films in a big way. differentiator between the celebrity appear- the crew and not a single promo of the Though in-programme integration is the ances across various shows. Now, is the time movie was played during the show. All future, many innovations in this segment for film marketers to select the right platforms this happened without disrupting the are yet to see light of day. to showcase their upcoming releases in a way show’s format. that makes it a win-win situation for everyone While the makers of a film are able across the board. to reach a varied number of audiences across different channels, the right buzz is created for the reality shows as India is a star-struck nation.

48 afaqs! Reporter, October 1-15, 2010

  ENGLISH GENERAL NEWS Tremors at the Top After a long time, things are stirring up once again in the English general news genre. The space was ruled by Times Now but now others are catching up. By Sapna Nair

he English general news genre Times Now was 3 percentage points, has been following a set rank- while in Week 37, the gap broadened Ting since a long time, with to 5 percentage points. As per the Times Now leading the pack with TAM report (Week 38), CNN-IBN a lion’s share of the viewership pie, continues to be No.1 with 29 per as per TAM Media Research data. cent share of the English news genre, There had always been a tussle for the followed by Times Now, which is at No.2 position between CNN-IBN No.2 with 27 per cent share. and NDTV 24X7. While no particular reason could In 2009, Times Now enjoyed undisputed lead- be ascertained for the shuffle in the genre, media ership, with a majority share of (yearly average) For English news, analysts believe that a dip in distribution could 30 per cent (C&S, 25+, All India, 1 mn+) have led to the drop in viewership of Times Now of the general news channel genre. It was fol- a fluctuation in viewership because for a genre such as this, fluctuations in lowed by NDTV 24X7 and CNN-IBN, which is not led by programming viewership is not led by programming changes. commanded relative shares of 23 per cent each. Neither has there been a big event to which this In 2008, however, Times Now and NDTV 24X7 changes. Neither has there can be attributed. were vying for the No.1 spot. NDTV 24X7 is at No.3 in the latest week and The year 2010 saw CNN-IBN gradually been a big event to which commands a 20 per cent relative share, followed expanding its share among the other channels, this can be attributed. by Headlines Today, which has garnered a share while NDTV 24X7’s share has been declining. of 12 per cent. Among other channels, News9 Times Now’s share of the market has declined has garnered a share of 6 per cent, followed by over the past few weeks. player, Times Now, which had garnered 27 per IMN News and BBC World News, which have From a relative share of 21.4 per cent in January cent share. garnered relative shares of 3.7 per cent and 1.5 per 2010, CNN-IBN’s share in July was 23 per cent, Week 34 onwards, however, the rankings cent, respectively. while NDTV’s share has gone down from 24.3 gradually changed. CNN-IBN grabbed the No. While CNN-IBN has clearly replaced Times per cent in January to 20.3 per cent in July. Times 1 position with a majority share of 24.4 per cent. Now in the last six weeks, media planners would Now’s share, too, declined from 29.3 per cent to It was followed by NDTV 24X7 as second player, like to wait for another six weeks before pro- 25.2 per cent. with a market share of 23.4 per cent. Times Now nouncing a verdict. August saw a major upheaval in the English slipped to No3, garnering 22 per cent relative As of now, it seems that the English news genre general news space. In Week 33, CNN-IBN’s share in Week 35. is slated to see some action. share increased to 26 per cent, close to the No. 1 In Week 36, the gap between CNN-IBN and [email protected]

<< p‚‡vˆrqs ‚€ƒhtr#% Additional real-time vivacious trend for the advertising From All Angles world in India,” she says. information, can Litefast was launched interna- digital signage displays, they can also also be combined tionally in 2009 and blueMango is be used to showcase actual products in the process of importing it to inside the display. with commercials India. blueMango is currently look- The third variant, Litefast Motion ing at selling these displays, and display is a customised version, or music clips. may explore the possibility of leasing which hasn’t been introduced in dent, sales, Kinoton’s Litefast 360° them out in the future. India yet. Displays, says, “blueMango’s pro- The cost of purchasing a Litefast Besides its attractive 360-degree found know how regarding digital Mini is about Rs 3.5 lakh, while display, and the chance to showcase marketing technology, their mar- Magic is steeply priced within the actual products, other advantages are ket expertise and their commitment range of Rs 30-40 lakh, depending that the messages on display can to superior customer service makes on the software and sound systems be updated automatically in a flash, them the perfect contact for our one purchases with it. organised in accordance with the tar- Litefast customers in India. We are The company is currently mar- get group and presented with precise looking forward to a fruitful coop- keting the product to OOH media timing when required. Additional eration.” owners, outdoor ad agencies and real-time information, such as news Manduskar explains that after shopping malls. While the product or timetables, can also be combined interacting with a few members has the potential to attract eyeballs with commercials, music clips or from the media industry, they came and comes with the ‘German engi- movie trailers. to believe that everyone is now look- neering’ label, it remains to be seen Discussing the launch of Litefast ing for a medium of advertising whether the steep pricing would act in India, Aditi Manduskar, direc- with the product. They, too, were that is more vibrant and innovative as a hurdle, or whether advertisers tor, blueMango solutions says, “I looking for a representative in India, than the flat LCD and LED display would view it as a premium OOH met the Kinoton representatives which is how we decided on the panels. medium that is clutter-breaking and while at a digital media conference partnership.” “We hope to bring in Litefast 360° worth investing in. in Singapore and was very impressed Harald Naether, vice-presi- Displays as the new, unique and [email protected]

50 afaqs! Reporter, October 1-15, 2010

   SPIKES ASIA 2010 Time to Celebrate While TapRoot India got seven spikes, BBDO and Mediacom were No.2 and No.3 with four and three metals, respectively. News Bureau

hile last year India had 65 shortlisted entries at Spikes Asia, this year saw 80 AND THE WINNERS ARE Wentries from the country in categories Spikes won by various agencies including Print, Print Craft, Media, Outdoor, Agency Gold Silver Bronze Total Digital, Design, Direct and Sales Promotion, TV/ Cinema, TV/Cinema Craft, Radio and Integrated. TapRoot India 4 2 1 7 Leading with a tally of seven metals, TapRoot BBDO 1 2 1 4 India won four gold, two silver and a bronze. Mediacom 1 1 1 3 The agency bagged one gold and one silver Spike, Ogilvy India 1 - - 1 both for Transasia Papers in Print Craft category. JWT - 4 2 6 In Print category, the agency has bagged one sil- Mudra Group - 1 2 3 ver Spike, also for Transasia Papers. The same campaign also got it a gold Spike in the Outdoor McCann Erickson - 1 1 2 category. Grey - 1 - 1 In the Media category, the agency won a gold Creativeland Asia - 1 - 1 Spike for The Times of India’s ‘India-Pakistan Leo Burnett - - 5 5 Peace Project’. The same campaign was awarded a Bates 141 - - 2 2 gold Spike in Integrated and a bronze in Direct & 7 13 15 35 Sales Promotion category. BBDO is the No.2 Indian agency with one gold, two silver and one bronze. The gold Spike This year saw 80 entries Outdoor category, and one bronze Spike in the is for Aviva Life Insurance (Education Street to Outdoor category for Onida Washing Machine. School Program) and two silver Spikes for 7UP from the country in In the Digital category, Grey Worldwide India Lemon and P&G’s ‘Women Against Lazy Stubble’ won a silver Spike for Wockhardt Hospital’s (WALS) - all three in the Media category. Again, categories includ- ‘Orthopaedist Harvard Medical International’. in Direct & Sales Promotion category, the agency In the Media category, Creativeland Asia won a grabbed one bronze Spike for P&G Gillette Mach ing Print, Print Craft, silver Spike for Frooti. 3 for WALS. Leo Burnett India won five bronze - two for Mediacom is next with one gold, one silver and Media, Outdoor, Digital, Sambhavana Trust in Print Craft category, two for one bronze. One Gold for Gillette Mach 3 and Tide Detergents in Print category, and one more the silver for anti-aging cream, Olay - both in the Design, Direct and Sales for Bajaj Electricals in Radio category. Media category. The agency also won a bronze Bates 141 managed one bronze Spike for Virgin Spike in the same category for Gillette Mach 3. Promotion. Mobile’s ‘Indian Panga League’ in Media category Ogilvy has managed one gold Spike in TV/ and one bronze Spike for Net Protector’s cam- Cinema category for the Breakthrough campaign Chase’. Additionally, the agency won two bronze paign, titled ‘Stolen Signature’. on domestic violence awareness. Spikes - one each for Atul Sharma’s ‘Fold-Out MediaCom Communications Mumbai and With a total tally of 6 metals, JWT has won Yoga Cards’ in the Design category and Fujifilm BBDO India, Mumbai have been ranked No.2 four silver and two bronze. It got two silver in the Print category. and No.3 Media Agencies of the Year. This is part Spikes for GSK’s ‘Horlicks Pro-Height Room’ Next is Mudra DDB with one silver Spike and of the Special Awards category. and Ehsaas Foundation’s ‘Dhobi Ghat’ - both in one bronze Spike in the Print Craft category for India had no shortlisted entries in the TV/ the Print category. In Direct & Sales category, Srujan. Also, the Mudra Group grabbed a bronze Cinema Craft category. Spikes Asia 2010 was the agency picked up a silver Spike for ‘Horlicks Spike for Federal Bank. hosted in Singapore bringing together 1,400 ad Pro-Height Room’. In the TV/Cinema category, McCann Worldgroup won a silver Spike for professionals in Asia Pacific region. JWT grabbed a silver Spike for ING Bank’s ‘The Onida Washing Machine’s ‘Clothesline’ in the [email protected]

<< p‚‡vˆrqs ‚€ƒhtr # nicate their message,” says Alambara. significantly by volume, it has not 600 shelters, and different formats He suggests that advertisers, dropped drastically in value - because are being implemented across sites. both national and local, can max- the cost of the OOH options available Thus, advertisers are unable to use Back With A Bang imise their OOH investments in have shot up dramatically to fulfil the a common template across different Chennai. “Creating (or recreating) increased demand from advertisers. shelters. in both formats - traditional and digi- their messaging to suit the existing Also, the cost of existing OOH tal - has also picked up tremendously. OOH options will help most adver- WHAT’S AHEAD? options has spiralled to cope up tisers gain from the limited scope that lambara points out a few issues with the increased demand, making ADVERTISERS’ VIEW OOH offers in this market.” Athat need to be tackled here. it unviable for smaller advertisers. fter nearly 18 months of liv- While the national outdoor size This includes a uniform code and Where there are mistakes, there are Aing without large-format OOH would account for roughly 7-10 per proper regulations that are yet to learnings too. Khan concludes, “The options, advertisers have learnt to use cent of the total advertising spends be put in place. An element of Chennai OOH industry has bounced the available options effectively. - in Chennai, it is slightly higher doubt exists, with numerous illegal back, and is slated to gain what it lost “Besides telecom, the strong retail (in the 10-15 per cent range) due options still in operation. Another due to earlier setbacks, before the end base in Chennai has also used the to extensive outdoor usage by retail. factor is that designs of bus shelters of this year.” available outdoors well to commu- While this would have gone down are not uniform. Chennai has over [email protected]

52 afaqs! Reporter, October 1-15, 2010



Associate Sponsors

101 Markets, presented by Amar Ujala, discusses and explores the promise that small town and rural India holds. The third edition had insightful case studies on campaigns designed specifically for small town India and the challenges pertaining to this market. Excerpts from the presentations. By Payal Khandelwal

Special Address: Suman Srivastava, Euro RSCG ural culture is not finely differentiated,’’ said Suman According to him, Bharat can well exist in metros and RSrivastava, CEO, Euro RSCG who kicked off the event. India can exist in rural as well. He said that before the downturn, India was shining and While Bharat is about tradition, suspicious of western so were the marketers. And ‘Shining India’ was taking place culture, believing in arranged marriages, buying tried and in small towns too. For example, MS Dhoni. tested products and brands; India is about changing, open to ‘‘The slowdown pushed us even deeper and marketers western culture, being open about love marriages and on the devised new media plans, price cuts, discounts, inclusive lookout for latest brands and products in the market. advertising etc for ‘Bharat’,’’ he said. He said that marketers need to focus on tackling mindsets He then raised the question as to what is really ‘Bharat’ and also need to dissect the non-metros. He also suggested and how is it different from ‘India’. ‘‘To understand Bharat avoiding falling for clichés and avoiding being condescending. there is a need to go to unchartered territories. The divide is ‘‘Bharat and India exist next to each other,’’ he concluded. about how do they think and nothing else,’’ he said.

Research Masterclass: Marketers Panel 1: Marketers Panel 2: Shonali Ghosh, The Nielsen Company Neeraj Garg, Abbott Healthcare Samir Gupte, Ogilvy Action honali Ghosh, eeraj Garg, resenting a case Sdirector, client NCOO, True Care Pstudy on ICICI solutions, The Business, Abbott Prudential Life’s Nielsen Company Healthcare presented campaign, Samir said, ‘‘New products a case study on Gupte, country head, and ideas have been pharma marketing in Ogilvy Action said synthesized in the rural and small towns. that while LIC is a big lives of people living ‘‘35-42 per cent of player in rural, private in rural and small pharma’s income players are looked at town India. Now comes from small with suspicion and they are moving into town and rural,’’ he the thinking in rural a new future.’’ She said. According to is still agrarian which gave an example of him, the challenge means short-term FMCG which had 9 is to reach rural and and insurance is long per cent growth in urban and 15 per cent in rural. small town due to low population density and huge term. Thus, rural is about mindset. However, small town growth not as strong as rural. spread. Moreover, healthcare does not have an The objective of the campaign was to get rural to According to her, one of the reasons for rural option of advertising. General therapies are the most start thinking about financial planning for children. growth is accessibility. High-end products are important for growth here and there is also a growth ‘‘We realized that farmers’ dreams are based growing in small towns. And metros are growing in prevalence of chronic diseases but people aren’t on their children and they realise the value for too due to migration. Ghosh said that in terms of aware of them. education see it as a way of development.’’ Thus, ‘perceptions’, rural is poor, agrarian and isolated He said, ‘‘Mass market is low income group Pragati ki Anokhi Paathshala was launched. On day and in terms of ‘potential’, it is collectively rich, full households, therapy areas - largely primary care one, things related to the development of child like of growth opportunity and sustainable. ‘‘There is a and where the doctors’ profile is primary care communication skills, and vedic maths were shared lot of focus and concerted effort on rural. There have practitioners.’’ Some of the key decisions to tackle with the students. The second day was kept for been various corporate initiatives like E-choupal this market included democratising the quality of ‘Arthyudh’ with parents where they were asked to with a common theme of empowerment.’’ She said primary healthcare. ‘‘As diagnosis is very important plan out their monthly expense etc. After two days, that the two triggers for the growth are media and in rural areas, we made diagnostic products. We a reckoner with similar exercises was given to the education and rising consumerism. Specifying the also redefined the profile of people as medical reps. parents. Children’s photographs were put in branded role of market research, Ghosh said that ‘‘Market 500’’ ‘‘The focus of marketing programme has been frames and given to the parents. This helped in research will contribute to determine price, product, knowledge up-gradation and relationship building. getting entry into potential households for sales place and communication.’’ Technology can be very useful in rural markets.’’ pitch. ‘‘This program helped in brand consideration and spontaneous awareness,’’ concluded Gupte.

56 afaqs! Reporter, October 1-15, 2010



PANEL DISCUSSION 1 PANEL DISCUSSION 2 English rule: The challenge from Hindi Have Indian creatives finally understood small town India?

he moderator for the panel discussion Narayan Shankar, VP and branch head TMumbai, Rediffusion-Wunderman started the session by saying that, ‘‘The ongoing challenge is that these markets (rural and small town) are very dynamic as compared to urban markets.’’ KV Sridhar (Pops), NCD, Leo Burnett said, ‘‘ The fact is that there are several Indias and we need to have market specific communication. As the cultures are different, we need to relate to people to build a brand otherwise the local clients will come and take

(From left): Neeraj Sanan, Madan Mohapatra, Amit Baruah, Divya Gururaj, Prajjal Saha

uring the panel discussion, the moderator, Amit Baruah, who is head of BBC Hindi Dsaid that, ‘‘English is an aspirational language but when it comes to growth in journalism, it is in Hindi and regional language.’’ Neeraj Sanan, VP-marketing, MCCS said that the news channels have the power from influence and money from advertising. However, he said, ‘‘A Hindi news channel reaches out to more people than a lot of English channels put together but English media walks away with 400-500 per cent premium.’’ According to Divya Gururaj, MD, Mediacom, regional publications are the clear winners as that is where the boom is (From left) Narayan Shankar, KV Sridhar, Josy Paul, Ashwini Deshpande, happening. ‘‘All the regional publications are moving up quarter on quarter. In the Sandip Bansal TV space too, there is a big boom in regional channels.’’ She said, ‘‘There are three interesting trends that are emerging: India is unique as there is both homogeneity over your market. A recent example is Micromax taking over Nokia.’’ According to and heterogeneity, there is a pride in being Indian and media has become very Pops, there are two classes - rural educated and urban educated, rural rich and urban personalized. People want to consume vernacular media.’’ rich. ‘‘Indian advertising needs to realize that India is not same anymore. We need to Prajjal Saha, deputy editor, afaqs! raised the question of Hindi vs regional. ‘‘While have more vernacular commercials,’’ he said. there is pride in consuming regional, it might not be the case with Hindi probably Sandip Bansal, country head, Xpanse Asia said that we need to see how urban and because Hindi is not a language of one particular state.’’ However, there is a sense rural relate to each other. He mentioned that there are some ads that do connect like of change in the last few years, he said. ‘‘Today high end brands would advertise in Uninor but there are not many like that. ‘‘We need to understand the environment to a Dainik Jagran or a Dainik Bhaskar.’’ He also feels that Hindi TV is more popular connect to consumers. There is a need to go beyond just language as more things than Hindi print. Madan Mohapatra, chief marketing, Future Group mentioned that are changing in their lives. We need to find out what are they tuned into.’’ Josy Paul, while Hindi daily penetration is 6.8 per cent, English daily penetration is 1.9 per cent. chairman and NCD, BBDO India said that for small towns and rural, one should be ‘‘However, it’s a perception when it comes to readership. The reality is that English looking at market development. He stressed on the importance of outsourcing. ‘‘We commands twice the revenue of Hindi. There is 80 per cent of English daily readership need to have local writers in advertising. We will give them an action oriented idea to in SEC A-B as compared to 49 per cent of Hindi dailies.’’ However, he added, ‘‘We are work on. Local partners can help you create localisation.’’ moving from English to the mother tongue to get maximum share of hearts. The pace Ashwini Deshpande, consulting editor, Sakal said, ‘‘At Sakal, we realized that even will depend on reducing the gap in product category and TG.’’ a state like Maharashtra is not homogenous. Thus, content is more important than Gururaj rounded up by saying that this is the tip of the iceberg as there is a lot of language. If we don’t understand the intelligence of our consumers how will we reach potential. ‘‘Another area to look at in the future is vernacular digital boom,’’ she said. them? She agreed with Paul that the answer lies in ‘‘outsourcing resources’’.         

Delegates during one of the sessions Ashwini Deshpande Ratikant Satpathy,Orissa TV Suman Srivastava

Samir Gupte (left) and Amit Baruah Shonali Ghosh (right) Sandip Bansal (centre)

58 afaqs! Reporter, October 1-15, 2010

  

ZEE TV Holding On To It... Bus seat-back and bus-stop advertising were used to promote ZEEL’s new shows. A smart idea to drive home the point of innovative advertising. By Surina Sayal and Sangeeta Tanwar

ith a slew of new shows being launched on vari- Wous GECs, each one wants to stand out from the clutter when it comes to promotions. A new ambient campaign by Zee is noteworthy in this respect. For its new show, Sanjog Se Bani Sangini, Zee TV has branded seats in 100 BEST buses in Mumbai. The innovation involves installing an ‘arm’ across each seat, such that Gholkar: innovative thinking any passenger sitting on that seat would appear to have affectionately when it comes to OOH advertis- draped his arm across the shoulder ing. For another show, the latest of the co-passenger next to him. edition of Hero Honda Sa Re Ga Zee TV wants its viewers to “feel Ma Pa Singing Superstar, the chan- the love”. The uniqueness of the nel has created special Sa Re Ga idea and the realistic creatives has Ma Pa Music Zones at select bus grabbed eyeballs. stops across Mumbai. The entire The first 20 seats in each bus The activity involved installing 10 arms, bus stop will have Sa Re Ga Ma were used for the innovation. This and the cost of advertising worked out to Pa branding, including lights and a involved putting up 10 ‘arms’, and music setup replete with speakers the cost of advertising worked out around `5,000 per bus. and associated paraphernalia. Also, to around `5,000 per bus. The cre- illuminated, life-size cut-outs of atives were executed by bus seat-back advertising their own love stories, the best of which would microphones with Sa Re Ga Ma Pa branding will specialist, Tinta Media Creations, a sister-con- be showcased on-air, by inviting the couple for be seen hanging between adjacent buildings at cern of Emnet Samsara Media. an exclusive interview on Zee TV. prime areas in Mumbai, akin to impressive and Shonak Gholkar, CEO, Tinta Media Creations Akash Chawla, marketing head, Zee TV, says, stunning Diwali kandils. says, “We wanted to take innovations on bus “The interactive marketing campaign launched The channel is also organising an on-ground seat backs one step forward. Thus, when Zee for Sanjog Se Bani Sangini was the first of its kind BTL activity, ‘College Ka Singing Superstar’, approached us with this idea, we were very in the Hindi GEC space. The show was named which is being held across 15 colleges in Mumbai, excited about it.” He shares that this innova- on the basis of suggestions made by our viewers. and 10 in Pune and Delhi each. Zee will also tion was more challenging. After creating dyes When you involve the viewers at every stage of a organise musical events in residential colonies, for the arm, and then printing; the ‘arms’ were show, it creates a greater sense of belonging and with the support of local politicians or associa- laminated, so as to reduce wear and tear and get a ownership. The response to our call for viewers tions. The event will have a live orchestra and a more realistic look. to share their unique love stories has been over- singing competition for the residents. Gholkar also informs that while Zee TV has whelming.” Chawla adds, “The life-size microphones and advertised with BEST buses in the past, this is the In alignment with the premise of the show, College Ka Singing Superstar initiatives are just channel’s first bus seat-back campaign. the channel has also launched instant love com- the beginning of a comprehensive campaign.” For the same show, Zee TV had undertaken patibility checks on the mobile platform. By To explore further branding and promotional a pre-launch interactive marketing campaign. merely keying your sun sign your partner’s sun opportunities, Café Coffee Day has been selected The first phase of the campaign invited viewers sign the channel would offer mobile users an as the on-ground partner for the display for to participate in the naming of the show. The instant compatibility rating for their relationship. standees, drop downs and danglers. channel had also urged viewers to write in with Recently, Zee has been pulling out all the stops [email protected]

Win exciting prizes worth Rs. 5000/ from STAR News by playing ‘SMART Idea Contest’ on www.afaqs.com

60 afaqs! Reporter, October 1-15, 2010

  $" 0

ASHUTOSH TIWARI Executive Vice President : Strategic Marketing at Godrej Group

he series, The Wheel of Time by Robert Jordan, Tis a fantasy epic with lots of sub-layering in social psychology, philosophy and interestingly, management. The most striking aspect of the series is its treatment of the classical good versus evilbat- tle. While what is evil or ‘wrong’ is definitively so, there is nothing which is definitively ‘right’. That sounds suspiciously like a strategy! One is clear about what should not be done as compared to what’s the right choice. It also has a mix of factors contributing to deci- sion making at different points of the narrative. Decision making is not about making choices from various isolationist factors; rather, it is about choosing from different plausible equilibrium points in the environment. Most of the books that I read pertain to evolution, be it from a socio- logical point of view or from a scientific: genetic or anthropological point or a cultural, religious point. Some of my favourite authors are Spencer Wells, Nicholas Ostler, Stephen Hawking and Clarissa Pinkola Estes. Evolution gives fascinating insights into understanding societies, cultures, people and hence consumers and behaviours. It also helps sharpen one’s ability to cross reference information to create patterns and knowledge. Interest in fiction is also consequently guided by a similar philosophy, and hence, the interest in fiction grounded in either history, fantasy or philosophy. As told to Poojya Trivedi . /$ WHEN THE PENNY DROPS *$'$R $  # ,%$$-$  #  sing the framework of the Tata Management UTraining Centre and the Center for Creative Leadership, the author explores the three worlds of the manager - the inner world, the world of rela- tionships and the world of getting things done. And the importance of emotional quotient to progress as well as intelligence to get ahead in your career. It also talks about the deadly personal qualities of bonsai-trapped leaders and the traps for organisations.

THE BUYING BRAIN     !" # $"%  #&'()  he book maintains that if you understand the Tbasics of brain, you can sell more. The author says that around 95 per cent of our decisions are made by the subconscious mind. The Buying Brain offers an in-depth exploration of how cutting-edge neuroscience has an impact on how we make, buy, sell, and enjoy everything, and also probes deeper questions on how this new knowledge can enhance customers’ lives. The book provides the key to brain-friendly product con- cepts, design, prototypes, and formulation of effective packaging, pricing, advertising, and in-store marketing to build stronger brands that attracts deeper consumer loyalty.

62 afaqs! Reporter, October 1-15, 2010

     Some of India’s well-known professionals write on issues that they feel passionately about

AJIT MENON New Imperatives

rainees’ expectations clear set of goals before the start of from organisations have the training. Having a mentor dur- changed over the years, ing that period is also a necessity. All but expectations from trainees should ask for one and share Ttrainees have changed much more. their goals with the mentor. I seriously think that the word, The trainee should be inquisitive ‘trainees’ should be changed to about knowing more than what is ‘young directors’. Because that is the being taught, and exhibit the desire attitude they come with nowadays - to get the maximum from the trainer aiming high and asking where they in the limited period of the train- can be in the next five years. ing. They should be open to all The journey from a trainee to a kinds of learning assignments and full-time employee is an important get involved in understanding other professional journey for anybody. functional areas of the organisation. However, when a trainee walks in Trainees should maintain the today, he or she is already thinking decorum and policies of the organi- of sitting on a senior seat. They are sation. They should behave like impatient for success, growth and employees from day one and under- look at ways to secure quick learning, stand that they are in the organisation followed by quicker acquisition of to learn, and not merely to observe. responsibilities. Trainees need to show a sense of Most trainees today are pretty 1%$2$$/$" belonging and exhibit their commit- clear about what they want from the ment to the training. They should organisation and very vocal about $"$/1%$2003 show interest in the organisation it. When I look back, I feel that the itself and get noticed for that. trainees of yesteryears were so differ- Today, companies want to create a ent from the ones that walk in now. want to learn in the period allotted to especially in the current scenario talent pool, which becomes the future During the ’80s and ’90s, train- them, know their rights and use it. where getting the right talent itself is of the company. Hence, the expec- ees were ready to do anything and As the trainees’ expectations have difficult. However, many organisa- tations from trainees also change. everything. They just wanted to be changed with the years, so have tions still make the mistake of using In many organisations, trainees are closer to the gods, hear them speak expectations from them. trainees for running errands. Such expected to conduct themselves as and win their attention and affection, Trainees were earlier looked upon organisations usually have high attri- full-time employees from day one by doing sheer hard labour. This was as merely additional hands but over tion rates at the trainee level. and value-add in their own small way with the hope that some day, the the years, companies have realised On the other hand, for organisa- to the business. trainee would get a golden chance for the importance of developing talent tions that are serious about grooming The expectations on both sides all the current suffering. and have started investing a lot on the talent, it is important to first have grown but with scarcity of tal- Today, however, trainees do a trainee development programmes, to identify what they expect out of the ent, expectations from trainees have reference check on the organisa- reduce the overall learning curve. internship and then set the training grown much larger and faster. tion before entering it, list down the For organisations, it’s a great agenda. Organisations should explain names of people whom they want to opportunity to have trainees, because their expectations to the trainee. (The author is executive director - work with, are clear about what they they get to build a team from scratch, An ideal trainee should have a organisation development, Mudra Group.)

    STAR PLUS Backing the Original Will the channel’s move to extend prime-time until midnight help it get new viewers? By Sangeeta Tanwar

TAR Plus, with its recent launch Kaali - Ek “It’s a bold move advertisers look at total viewership; for them, it’s Agnipariksha, now has an original show in the not a game of original versus repeats. Slate-night prime-time slot. but only compel- However, while measuring the success of the Kaali is on-air at 11 PM, and the channel plans ling content and fresh programming, it would be unfair to compare to roll out another show, Maryada at 11:30 PM. a show at 11:30 PM with the 9:30 PM offering - So far, like other competing GECs, STAR Plus word-of-mouth “it has to be a slot by slot comparison,” adds Kiran. too was airing repeat telecasts of its shows, Chaand will get the channel Manas Misra, executive vice-president and coun- Chupa Baadal Mein and Sasural Genda Phool in the new viewers.” try head, Mudra Connext, states “Currently the 11 PM - midnight time band. 8 PM-11 PM slot in the GEC space is fully occu- RAVI KIRAN This is not the first time that STAR Plus has pied. It makes sense for STAR Plus to bring in extended its prime-time until midnight. Way back fresh programming and benefit by building a new in 2004, the GEC had two shows, namely Kahiin “The late-night slot slot altogether. The content in this slot has to be Toh Hoga and K-Street Palli Hill, airing at 11 PM mainstream. The late-night slot will open up new and 11:30 PM, respectively. K-Street Pali Hill was will open up new markets for players and advertisers, by broadening targeted at male audiences to broaden the chan- markets for play- the GEC basket.” nel’s viewership. Misra points out that though the viewership In the past, during STAR Plus’ heyday the con- ers and advertisers, base for the 11 PM-midnight slot will be smaller cept of repeat programming wasn’t very popular, by broadening the than the 10 PM-11 PM slot, STAR Plus will until Colors changed the rules of the game. GEC basket.” undoubtedly have the first-mover advantage. In the current scenario, when fragmentation is A 30-minute episode of a fiction show entails high and viewers have numerous choices to select MANAS MISRA an additional investment of Rs 5-6 lakh by the from, STAR Plus’ strategy to replace reruns with channel. With two new launches, STAR Plus fresh programming in the late-night slot is being market leader of specialist solutions, Starcom is spending an additional Rs 12 lakh per day, as seen as a brave move by industry observers. MediaVest Group, says, “It’s a bold move on their against zero cost involved in airing repeats. STAR Plus’ market share in the 11 PM- part and involves effecting change in TV viewing Given the high costs involved, is STAR Plus’ 11.59 PM time band is either on par or more behaviour. Only compelling content and word- strategy to offer viewers fresh programming than its closest competitor. For instance, in Week of-mouth will get them new viewers.” worth its salt? 34, Colors claimed a 23.5 per cent relative chan- Will original programming enable STAR Plus A senior media planner, on condition of ano- nel share; while STAR Plus had a share of 21.2 to command a premium over its competitors for nymity, shares that new shows in place of repeats per cent. In Week 36, STAR Plus was ahead of advertising in the 11PM-midnight slot? translate into more investment. However, to get Colors, where as in Week 37, both the channels Kiran opines that if the shows do well, STAR it right, the channel has to play the rate versus are on par with 21 per cent share. Plus stands to gain but the premium earned rating game. Ravi Kiran, CEO, South Asia and emerging would be marginal. This is because, he explains, [email protected]

<<  "20%$45 the memory-card range for mobile for seven days. It will also promote mobile devices, the demand for phones; whereas the imaging zone the activity through radio informing memory cards has been on the rise Jogging... is about the memory cards used the audience about the movement across all regions in India, especially in digital cameras. The three zones of the canter. At the canter, the con- among the youth. “About 140 mil- into three zones: USB, mobile and will help the respective consum- sumers can learn about the various lion handsets were sold in India this imaging. ers understand the nuances involved products of the company through year, and about 40 per cent of them The USB zone focuses on the while buying memory devices. games and quizzes, where consum- come with memory slots,” says Sood company’s USB flash memory The company will use a branded ers could also stand to win prizes. about the market scenario. devices; the mobile zone emphasises canter that will move around the city With the growing potential of [email protected]

 POSTERSCOPE Out for a Walk OOH agency is celebrating its second anniversary by launching a 10-day outdoor campaign in Mumbai, Bengaluru and Delhi. By Surina Sayal

ut of home (OOH) agency Posterscope OIndia has completed two years of its operations in India. With an aim to celebrate its second anniversary and to communicate this to clients and industry members, the OOH agency launched an outdoor hoarding campaign. The creative for the outdoor campaign shows the figure ‘2’ “In the last two years, we in 3D style and the copy reads have consolidated our OOH ‘840 Campaigns, 63 Clients, business and seen it grow; 25 Offices. 2 Successful Years. we have also diversified into This is just the beginning.’ The retail in a big way through 10 day campaign has been run- Hyperspace and we believe that ning in three cities namely, as the infrastructure develops Mumbai, Bengaluru and Delhi. in India, retail as a category will Discussing the outdoor continue to have double digit hoarding campaign, Haresh growth,” says Nayak. Nayak, managing director, Posterscope India has a Posterscope India, says, “We are presences in 25 cities. It has an OOH agency and we believe more than 85 team members OOH works and helps cre- across India. Some of of the ate brand largeness and impact, This is not the first time that an agency has used Posterscope India’s key cli- so the idea was to reach out ents are Future Group, Philips to corporates, clients and our outdoors to communicate its own message. It India, P&G, Nestle India, partners through this medium also plans to further consolidate its two core Essar Group, Titan, Tanishq, itself.” Samsonite, Lee Cooper, Levi’s, This is not the first time businesses, namely, OOH and retail. Bharti AXA, Ray-Ban, Amul, that an agency has used out- Mont Blanc, Google, AirAsia, doors to communicate its own message. ing locations. GoAir, Adidas and Blue Star among others. In the past agencies such as Ogilvy India and Speaking on Posterscope India’s completion Going forward, the OOH agency plans to fur- Rediffusion Y&R devised hoarding campaigns of two successful years in India, Nayak says, “We ther consolidate its two core businesses, namely, to communicate shifts in their addresses. Ogilvy have had a phenomenal success in the last two OOH and retail, through its brands - Posterscope designed a creative and humorous campaign that years, where the agency has grown from noth- and Hyperspace. “We will also announce offerings gave directions to its new office in Goregaon ing to more than Rs 100 crore, which is a good and services which will be new to the market in a East, Mumbai, when it shifted its office in 2009. achievement in the OOH business. We have won few months time,” shares Nayak. While Rediffusion Y&R shocked the industry 63 clients, out of which 70 per cent are on Agency He further adds, “Since, we are getting into the insiders with its campaign that said things such as on Record (AOR) basis.” festive season now, our core focus in next couple ‘Kingfisher account moves’, ‘Taj account moves’ - Some of the recent client wins for Posterscope of months will be to maximise our presence and smartly denoting that with the agency moving to a India include P&G, Nestle, Air Asia, YouTube and consolidate our market position.” new address, the agency’s clients too were chang- Bharti AXA. [email protected]

SPECIAL INVESTMENT REGIONS NAVIGATING GROWTH: THE PORTS OF GUJARAT

Every year Gujarat’s ports LOCATIONS OF GREENFIELD PORTS IN GUJARAT per cent of which were contrib- have been successfully uted by the major ports. The port contributing to the nation’s activity, in terms of ship turn- export import sector and around time, waiting time and driving growth. average ship per day output, has ujarat was created on - May 1st 1960 out of Mundra opment scenario. The existing the 17 northern districts major ports are under tremen- G Modhawa of the former state of Bombay. Sikka Khambhat dous pressure to handle the Bordering with Pakistan in the Positra Dholera north-west, and the Arabian Sea Dahej into demurrage (detention of a making up the state’s western Mithivirdi vessel on port beyond the time coast, the state has a geography Mahuva Hazira agreed upon) and huge loss in Sutrapada which has and can be the basis Pipavav the foreign exchange. Vansi Borsi of its growth and development. Chhara The minor and intermediate With the largest coastline of Maroli ports of Gujarat handle about 1,600 kilometers in the country, 8.5 per cent of national ship- Gujarat is dotted with 41 ports: ping cargo. Gujarat ports handle one major, 11 intermediate and Indian states. Neighbouring at 12 per cent requiring high about 16 million tonnes of cargo, 29 minor ports. states of Rajasthan, Madhya quality infrastructure in roads, which account for 70 per cent The state, endowed with Pradesh, Western Uttar Pradesh, railways, ports, power and of the total cargo handled by all favourable port locations is the Delhi, Haryana, Punjab, telecommunications. minor ports of India. nearest maritime outlet to the Himachal Pradesh and Jammu According to the data from The Gujarat Maritime Board Middle East, Africa and Europe. and Kashmir, which constitute Ministry of Shipping, Indian ports - Gujarat’s maritime sector is con- 35 per cent of the total exports, handled around 412 million lion metric tonne during the year sidered to be the most pro-active are potential customers for tonnes of cargo in 2009-10, 90 2009-10 an increase of over 30 and well developed sectors in Gujarat ports. Export of surplus India. During 2009-10, the non food grains from these mainly PRESENT STATUS OF THE GUJARAT PORTS major ports together handled agrarian states and import of 206 million tonnes of cargo, fertilizers to these major con- The ports in Gujarat have been the growth drivers for the state’s which accounted for 75 per cent sumers, offer great potential of economy. of the total cargo handled by all growth of cargo. 1. Along the 1600 Kms. of coastline of Gujarat, there are 41 ports, of which the minor ports in India. According to the 11th Five Kandla is a major port. Out of remaining 40 ports, 11 are intermediate Gujarat has a vast hin- Year Plan of the Government of ports and 29 are minor ports under the control of Gujarat Maritime Board. terland comprising fast India, the GDP. The manufactur- 2. These ports can be broadly classified into three categories : developing Northern and Central ing sector is expected to grow weather direct berthing facilities Minor and intermediate ports of Gujarat handle about 16 million tonnes of ports cargo, 70 per cent of total cargo ! " " handled nationally. "#

70 afaqs! Reporter, October 1-15, 2010        

TRAFFIC HANDLED AT MAJOR INDIAN PORTS the previous year. “Gujarat ports are one of the PORT Target 2009 Actual 2009 Actual 2008 (April-Dec.) (April-Dec.) (April-Dec.) $ 10.03 9.63 8.26 growth rate is 13.14 per cent. Haldia 33.44 24.61 31.86 ! " 40.24 41.73 32.50 nearly 6 per cent and the growth % 50.06 49.31 48.22 rate of non major ports is 35 per Chennai 47.64 45.83 41.66 P Tuticorin 16.34 17.63 16.42 Gujarat Maritime Board. Cochin 13.85 12.06 11.77 Port Policy of the Government New Mangalore 29.82 27.11 27.71 of Gujarat envisions to increase the state’s share in the export Mormugao 31.74 31.26 26.46 and import sector and the inter- Jawaharlal Nehru 50.41 44.55 44.10 national trade and commerce. Mumbai 39.47 40.36 38.58 It is estimated that over 50 per Kandla 58.30 59.74 55.74 cent of the investment com- Ennore 9.25 8.13 8.52 ing to Gujarat in future will-be &'( 430.59 411.95 391.80 port based. Taking full advan- Source: Annual Report 2009-10, Ministry of Shipping tage of the strategic location of the Gujarat coast, the state western coast of the Gulf of shipping authorities are encour- Cambay adjoining Alang-Sosiya Gujarat ports handled traffic of aging ship building and ship village is developed as ship about 205.5 million metric tonnes during repairing facilities apart from recycling yard. establishing manufacturing facili- The recycling yard, with a 2009-10, an increase of over ties for cranes, dredgers and other capacity to break over 4 million 34 per cent year-on-year. metric ton per annum provides Gujarat is home to the direct employment to about to develop all weather direct lems of congestions and world’s largest ship recycling 25,000 skilled and unskilled berthing ports in participation limitation in expansion of port yard in Alang. Approximately labours. It also provides indirect with well known private port facilities. In these circumstances, 10 Km long sea front on the employment through downstream players. These capital incentives ports in Gujarat have an oppor- industries like re-rolling mills, port projects are being devel- %" ALANG’S BEACHING oxygen plants,transporters and oped under Build Own Operate growing demand and supply. scrap yards. Transfer (BOOT) policy and Accordingly, port projects are PERFORMANCE Gujarat is one of the leading will be transferred back to the " The world’s largest ship recycling industrialised state of India. It Maritime Board after completion been carried out and envisaged yard at Alang has been recycling houses a number of multina- of 30 years. to create total port capacity of ships in hoardes. tional corporations, large private The currently developed 557 million tonnes at the end of sector companies, strong public &'* Year No. of Ships sector enterprises and a large include Pipavav, 2000-01 295 number of medium and small Mundra, Dahej 2001-02 333 scale units. While sharing 5 and Hazira. 2002-03 300 per cent of Indian population, Looking at the target- 2003-04 294 Gujarat contributes 21 per cent ed growth rate of 8-10 2004-05 196 in exports and 13 per cent in per cent, it is estimated 2005-06 101 India’s industrial production. that the Indian ports will have to reach a 2006-07 136 DEVELOPING NEW PORTS minimum capacity level 2007-08 136 Gujarat Maritime Board under of 1500 million tonnes 2008-09 264 its Port Privatisation Model has per annum (MTPA) by 2009-10 348 been actively promoting and the year 2016-17. )*+*/++& 152 $ Major ports are Source: Port Officer, Ship Recycling Yard Alang already facing prob-

afaqs! Reporter, October 1-15, 2010 71  ZOOM Hitting a Six Zoom is celebrating its sixth anniversary by highlighting six brand attributes. By Sangeeta Tanwar

oom, the Bollywood channel, is celebrat- ing its sixth anniversary this year. The Zchannel, launched in 2004 as an out- and-out fashion destination, has evolved into a complete Bollywood channel. Omar Qureshi, editor-in-chief, Zoom Qureshi: bringing Television, says, “We are using our anniversary Bollywood closer to bring Bollywood closer to our audience. Our programming and marketing strategy is to focus in addition to the channel’s regular shows such as Zoom competes with music and youth led chan- on and highlight six attributes that define Zoom.” Planet Bollywood and Encounters with Qureshi. nels such as UTV Bindaas, MTV and Mastiii. Dishing out film led content, the channel It is conducting on-air contest to seek audience Qureshi asserts that for Zoom, Bollywood is the has got on board actors including Katrina Kaif, participation to celebrates its anniversary. core genre, while for others, Bollywood content Kareena Kapoor, Deepika Padukone, Priyanka Zoom calls itself a ‘complete Bollywood’ chan- is a subset. For other channels, lifestyle content Chopra, Shahid Kapoor and Imraan Khan to rep- nel and Qureshi says that the channel questioned revolving around hotels, luxury and reality are the resent the channel’s six appeal communication its positioning as an-out and-out fashion and life- main drivers. strategy. style channel in 2008. The point was how niche As per TAM data, C&S, 15+ (July 11-September Each of these stars stand for six different could the channel be - given the subject itself 11), the three leading channels in this space are attributes that the channel flaunts. These are sexy, represented a niche genre. Bindaas, Mastii and B4U Music, with average stylish, cool, naughty, bold and passionate. It was at this time that Zoom decided to channel shares of 15.1 per cent, 12 per cent and The channel has put together content compris- broad base its offerings with a combination of 11.8 per cent. Zoom is placed No. 8, with an aver- ing songs, special features, vignettes and music more urbane, upscale content with Bollywood age channel share of 7.8 per cent. revolving around the six Bollywood stars. This is at its core. Currently, the Bollywood channel [email protected]

 

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   JOBSWITCH Organization Name: One97 Extensive knowledge of Corel years for Junior Designers. Communications Limited draw/ Photoshop/ Illustrator/Flash/ Email: [email protected] Position: Senior Manager - Sales Indesign is desired...... (Mobile Marketing) Email: shilpa.somani@witsindia. Organization Name: Xebec Location: Noida, Mumbai, com Communications Private Limited & Chennai ...... Xebec e-Media Technologies Profile: The candidate will be Organization Name: Position: General Manager - Client responsible for selling mobile Asymmetrique Communications Servicing marketing campaigns and solutions Pvt.Ltd. 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74 afaqs! Reporter, October 1-15, 2010 Growth comes naturally to us. This time it was even faster! 57 lakh readers agree. *

PRAJAVANI THE MOST TRUSTED KANNADA DAILY

Prajavani, the flagship Kannada daily from The Printers Mysore Group, yet again proves that it is indeed the most trusted and respected in the category. We just grew by 9,68,000* more readers. And, at a time, when the print industry has generally shown signs of sluggishness. More and more Kannada readers choose Prajavani, because it is the

*Source: IRS 2010 Q2 *Source: voice of Karnataka. A trusted, dynamic voice you cannot ignore. The influence of truth

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