November 16-30, 2010 Volume 1, Issue 22 `50 36 22 846 44 PLUS TELEVISION Pushing the Limits 30 NEWS CHANNELS Hello, Mr President 30 UTV DEFINING MOMENTS AVIVA AVIS Living it up, Filmy Style 50 Nakul Chopra It’s About People Driving Yourself OBITUARY The adman looks back on The insurance company wants Encouraging customers to some key events. everyone to donate a picture. drive out. Nandu Narasimhan 62 EDITORIAL This fortnight... Volume 1, Issue 22 EDITOR t isn’t for nothing that Ramoji Rao has a reputation for being able to see the future. When Sreekant Khandekar Ihe took his newspaper Eenadu colour and launched district editions all over Andhra Pradesh PUBLISHER more than 20 years ago, most people in the business thought he had lost his judgement. Today, Prasanna Singh district editions are commonplace. Rao then went on to establish Ramoji Film City, the largest CONSULTING EDITOR film studio complex in the world. M Venkatesh CONTRIBUTING EDITOR More relevant to the current story, Rao launched Eenadu TV in 1995, Prajjal Saha becoming the first newspaper publisher to venture into television. There was a SENIOR LAYOUT ARTIST five-year lull before the India Today group launched Aaj Tak. This signalled Vinay Dominic November 16-30, 2010 Volume 1, Issue 22 `50 the launch of eight channels by print publishers over the next eight years. The LOGISTICS 36 list was dominated by the largest print publishers: The Times of India group, Rajesh Kanwal Jagran Prakashan, Anandabazar Patrika and Malayala Manorama (apart ADVERTISING ENQUIRIES from Eenadu which went on to launch a total of 12 regional channels across Hansika Koli, (0120) 4077834 4077837 Noida Varun Mohan, (022) 40429702-5 Mumbai India). Neeraj Ranjan, 09886846842 Bangalore In the last two years, smaller regional print publishers have been involved [email protected] in launching seven channels. The pace is accelerating. In the next 12 months, Marketing Office B-3, First Floor, Sector-4, Noida-201301. five channels will be launched by newspaper publishers – in Kerala alone! As Tel: (0120) 4077800. the cost of getting a channel off the ground drops, more publishers are getting Mumbai into the game. 501-502, Makani Center, 5th Floor, 22 846 44 PLUS TELEVISION Off Linking Road, Bandra (W), Pushing the Limits 30 NEWS CHANNELS You would think that publishers would be discouraged by all the red Mumbai - 400050 Hello, Mr President 30 UTV Tel: +91-22-40429 709 - 712 DEFINING MOMENTS AVIVA AVIS Living it up, Filmy Style 50 splattering the balance sheets of the national new channels. Apparently not. Nakul Chopra It’s About People Driving Yourself OBITUARY The adman looks back on The insurance company wants Encouraging customers to some key events. everyone to donate a picture. drive out. Nandu Narasimhan 62 A couple of reasons could explain this. One, pure optimism about the future. Bengaluru S-1, New Bridge Corporate Centre, Two, television is one of the only ways to grow for a regional publisher whose 777 D, 100 ft Road, Indira Nagar, market is defined by language. Three, a genuine fear that unless they expand Bengaluru - 560038, India into television, rivals will squeeze the brand in a pincer of the two media. And lastly, publishers Subscription Enquiries nurse a fond hope that synergies will result on both the cost and revenue side. Garima Agnihotri, (0120) 4077837 [email protected] It is still too early to say how it will play out but whether for good or for bad, venturing into Printed, published, and owned by a new medium will change the worldview of these publishers forever. Prasanna Singh, Publisher, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063. Printed at Paras Offset Pvt. Ltd., C-176, Naraina Industrial Area, Phase I, Sreekant Khandekar New Delhi 110 028. [email protected] Cover Illustration Tiffin Box CONTENTS 38 24 PLUS SAMSUNG Connecting Thoughts 10 AMUL The Real Deal ADVERTISING Is this the real Small Fish, Big Business 12 butter brand? The VIDEOCON TVC says so. The Right Signals 16 BASKIN-ROBBINS INTERVIEW 14 10 Ooh La La! 20 Laura Desmond A chat with the CEO of HINDUSTAN TIMES Starcom MediaVest Group. Raising the Bar 40 POINTS OF VIEW 28 KBC4 Online Metering SKODA FABIA SPICEJET The Real Situation 44 Can IMRB’s WAM (Web Overlapping Imagery Serving it Up BLOGFAQS Audience Measurement) The new campaign is A hot meal is the last thing become the ultimate currency? packaged differently. fliers should worry about. Fun Picks 56 afaqs! Reporter, November 16-30, 2010 3 BRAND SUSTAINABLE FUTURES SURVEY Sponsored by ccording to a recent report consumers. The proportion of those released by Havas Media and ‘very concerned’ about it is well A MPG’s Brand Sustainable over half (57 per cent), compared Futures (BSF), Indian consumers to just over a third (35 per cent) of are more likely to consider envi- global respondents. Secondly, the Hero Honda Motors> The world’s largest two-wheeler manufacturer launched remodeled Hero Honda Hunk 150cc ronmental and social aspects while main barrier to buying responsible priced at `59,990. The introduction of the new Hunk takes the making purchase decisions than any products in India is availability and company’s new launches for the festive season to four bikes of the nine nations surveyed. lack of information. now. Hero Honda continues to strengthen its growth in the The analysis also shows that while Thirdly, India also contains the premium segment (150 cc+) with its range of five models Indian consumers are one of the largest proportion of consumers at now - Hunk, Achiever, CBZ Xtreme, Karizma and ZMR. most receptive consumers globally, (25 per cent) who feel highly con- Indian companies remain ambivalent cerned about sustainability issues about the relevance of sustainability and also feel powerless in their abil- This move is to Videocon Group> The durables- on their brands. ity to do anything about them. ensure focus on to-oil and gas conglomerate is planning As per the survey Tata, Reliance, Fourthly, Indian consumers have the operation of to split its various businesses. This ITC and Nokia are perceived as higher than average expectations of move will ensure greater focus on the each of the com- operation of each of the company’s socially and environmentally respon- companies, in terms of sustainable pany’s diverse sible companies. It is observed that endeavours and there is a stronger diverse businesses and enhanced value for shareholders and television ads are con- feeling of empower- businesses. improvement in the business prospects of the company. The sidered to be the top ment. About 70 per company will look at various options available to reorganise MARKETING and segregate various business segments of the company. media channel for Company com- cent feel that their communicating CSR munications and actions can make a initiatives, followed by company more respon- Skoda> The Czech car maker Skoda Auto launched its newspapers and maga- corporate events sible, compared to 57 SUV - Yeti, in India, at a price of around `17 lakh (Delhi). The zines, in India. are sufficient to per cent on average. Skoda Yeti aims at closing the gap between the Skoda Fabia The survey also make consum- The fifth trend spot- and the Skoda Octavia, in the company’s portfolio in India. revealed that digital ted was that consumers The SUV would compete with Ford Endeavour, Mitsubishi media and indirect ers believe in a in India are also more Outlander and Maruti Grand Vitara which fall in communication chan- company’s com- active in recommend- the price band of `15-20 lakh. The car would be nels (comments from ing products or brands assembled at company’s Aurangabad plant in employees, friends mitment to the (97 per cent com- Maharashtra. and family, key opin- environment and pared to 90 per cent ion leaders, experts, society. globally), rewarding Jaipan has spent Jaipan Industries> The home appliances major NGOs and certi- responsible companies around `7 crore plans to foray into the mobile handsets business. The fication labels) are (88 per cent compared in building-up handsets would range from `1,099 - `4,000 a piece. increasingly becoming pivotal plat- to 80 per cent globally) and in par- The company is eyeing up to five per cent market forms for brands when it comes to ticular, when it comes to seeking out inventory. share in a year’s time. The total mobile handset mar- sustainability. information about corporate behav- ket in India is around 75 lakh handsets per month and However, unlike global findings, iour (84 per cent compared to 63 per Jaipan aims to be among the top 10 players. results in India show that compa- cent globally). ny communications and corporate Finally, appreciation for compa- events would be sufficient to make nies that partner with charities or Beverly Hills Polo Club> The international brand in consumers believe in a company’s NGOs has increased since 2009, casual fashion announced Gautam Gambhir as its first brand commitment to the environment and with 83 per cent consumers appre- ambassador for India. Cricketer Gambhir, who is one of the society. Across most other countries, ciating such associations this year most promising youth icons in India, will be integrated into independent certification marks, compared to 73 per cent in 2009. BHPC’s programmes in India and will be leveraged through word of mouth and comments from The research covered more than multi-faceted marketing initiatives, including consumer pro- experts would be required. 30,000 consumers in nine countries motions, online support, store launches and public relations, Some of the major trends have including Brazil, China, France, to endorse BHPC’s trendy and casual fashion apparels and been pointed out in the report.