What Happens When Brands Hijack Their Competitors' Campaigns. PLUS
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October 1-15, 2010 Volume 1, Issue 19 `50 What happens when brands hijack their competitors’ campaigns. 40 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 Brvt6urhq 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.