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. The Germany, India, Mexico, Spain, the accessories. first trend that was spotted was that UK and the US. Interestingly, it environmental pollution is a major explored 150 brands across 10 differ- The company has Amit Enterprises> The Pune-based premier property issue of concern for Indian ent industries. a three year plan developer Amit Enterprises Housing signed Sachin Tendulkar to emerge as a as its brand ambassador for the company. This is the first QUOTE OF THE FORTNIGHT real estate brand endorsement for Tendulkar. comprehensive The company has a three year plan to emerge as a international real comprehensive international real estate developer with ‘‘Educating the Indian estate developer. investments in Maharashtra, Bengaluru, Chennai, Hyderabad, consumer about the distinctive Ahmedabad, Delhi and Muscat. features, for which a little premium is to be paid, will be Yatra.com> Online travel company Yatra.com has part- a challenge.’’ nered with OMLogic, an online and social media marketing company, to roll out social media activities. With this initiative Yatra.com aims to engage its target group through social

SUNIL SAXENA, HEAD, UTILITY VEHICLES PRODUCT GROUP, TATA MOTORS, ON PROMOTING ARIA - ITS FIRST networking websites such as Facebook, Twitter, Orkut and CROSSOVER VEHICLE, IN BUSINESS STANDARD. YouTube. It aims to use the social media platform to engage and support customers through new innovative initiatives.

4 afaqs! Reporter, November 16-30, 2010

INMA     Sponsored by

he newspaper industry has nue. Peri said, “Before launching any nothing to worry about as, niche paper, the newspaper publica- Tthere is ample head room for tion has to first understand if there is growth. The print industry can coe- need for a niche paper in the market, ist with television and the Internet as whether there are enough readers for TTN> ET Now, the English business readers will keep coming back to the the paper, who are willing to pay for news channel from Times Television medium. The two-day long INMA the content. Once the publication Network, has gone through a revamp with a new logo and a few graphical changes. 4th Annual Conference held at The has completed its research, the time The new look allows to use more screen space for news Lalit, in New Delhi, included speak- for the launch of the niche paper has flashes, earnings information and stock calls. The chan- ers from print industry, research to be perfect.” nel has introduced a new band at the top of the screen to industry and advertisers who unani- He further stated that in order to MEDIA carry news, signified by the usage of the ‘NOW’ icon. mously said that the newspaper monetise the niche paper, the sales industry in India is still a sunrise team needs to been given ample time industry. to market the product. Therefore, Ravi Dhariwal, CEO, Times of there should be sufficient time The channel has Ten Sports> Ten Sports continues its alliance with Aircel Chennai Open for another edition of the tour- India, said, “With evolution in read- between the launch announcement bagged exclu- nament. The channel has bagged exclusive rights of ership habits, its about time even and the actual launch date. Niche sive rights of telecasting the tournament in India and will telecast it newspapers took supplements should be telecasting the in more than 70 the next step by pro- planned in advance, as tournament in million Indian ducing customised they have limited audi- household. supplements for ence. India. various segments of Then, Jacob readers. However, Mathew, execu- newspaper publishers Newspaper tive editor, Malayala HBO> Ten years old in India, HBO is now gearing up need to be cautious Manorama, talked for the future with an increase in original programmes, about the thin line publishers need about the factor coupled with regular Hollywood blockbusters. In 2010, between editorial and to be cautious that makes readers the channel beefed up its line up, adding to the daily dose advertisement that is, come back to print. of Hollywood movies. Going forward, in 2011, the focus on content will only increase as the channel will acquire advertising should not about the thin According to Mathew, more content from a variety of studious. Oiginal pro- influence editorial.” it is content, consist- line dividing grammes are branded as HBO Originals. Rajesh Jain, execu- editorial and ency and credibility tive director and head, that drives print. He media and enter- advertisement. added, “It is true that tainment, KPMG, television and inter- NDTV has NDTV> NDTV has entered into a distribution arrange- emphasised that there is sufficient net are the two media by audiences entered into ment with FetchTV, a subscription TV provider to leading room for the newspaper industry for to consume news, apart from print. a distribution Australian ISPs, to launch NDTV 24x7, NDTV India further growth. In a scenario like this, print has arrangement and NDTV Good Times in Australia. As a part of the According to Jain, the literate to coexist with both. Thus, pub- agreement, NDTV 24x7 will be available to all FetchTV population is 57.9 million and the lications will have to converge with FetchTV, to subscribers along with channels like CNBC Australia, BBC readership base is 29 per cent. While newsrooms to keep the cost down. launch its chan- World News, Fox Sports almost all individuals hailing from At the same time, the investment in News and other international nels. news channels. vernacular backgrounds want their content has to be high.” children to study in English medium For Earl J Wilkinson, executive schools and speak the language flu- director and CEO, INMA there is a ently; when it comes to newspaper long long time for the print industry CNN> CNN is redefining its weekday evening primetime consumption, they favour region- to phase out in South Asia. He add- line up as part of its expansion plan of Asian coverage. al language papers. Furthering this ed that Ross Dawson has predicted The new evening line up will be led by a new hour-long claim, he said, “There are 68 genres the extinction of newspapers in 52 program News Stream, followed by World Business Today across 19 categories.” countries between 2017 and 2039. and International Desk at 8:30 pm. CNN has also recently launched its "Asia is" initiative which gather opinion from Next, Maheshwer Peri, presi- However the list does not feature the global audiences on what Asia means to them. dent and publisher, Outlook Group, name of any newspaper from South stressed on the point that newspapers Asia, which only proves the point need to venture into supplements to that newspapers in the South Asia increase readership as well as reve- region have a long shelf life. CA Media will CA Media> The Chernin Group, founded by former strategically News Corp chief operating officer Peter Chernin, has build, manage launched CA Media, which will strategically build, manage QUOTE OF THE FORTNIGHT and operate media, entertainment and technology busi- and operate nesses across the APAC with an initial focus to build local ‘‘I don’t think there is place media business. presence in India, China and Indonesia. for too many English movie channels as in the case of Star World> English GEC Star World launched American movie watching, apart from science fiction drama, Warehouse 13. The series is being aired every Saturday and Sunday at 11 pm. The blockbusters, what also series revolves around Myka Bering and Peter Lattimer, matters is original content.’’ two United States Secret Service agents who have been assigned to the government’s secret Warehouse 13, which SHRUTI BAJPAI, COUNTRY MANAGER, HBO SOUTH ASIA. houses supernatural artifacts.

6 afaqs! Reporter, November 16-30, 2010

MIDAS AWARDS 2010    Sponsored by

t the Midas Awards 2010, young and ambitious investors JWT Mumbai bagged two on the benefits of compounding Aawards for its work for the their wealth by way of systematic Aditya Birla Financial Services investment in Birla Sun Life Mutual Group. The agency won a silver Fund. McCann Worldgroup> Prasoon Joshi, executive award for its Growthscope campaign On the other hand, the Wealth chairperson, McCann Worldgroup India and regional for Birla Sun Life Mutual Fund in with Protection Solutions film, creative director, McCann Asia Pacific has been appointed the direct mail category. It also won featuring cricketers Virender Sehwag chairperson of the newly formed McCann Worldgroup the Midas Finalist Award for Birla and Yuvraj Singh, was made to create Creative Leadership Council. This entails a global mandate Sun Life Insurance’s Wealth with relevance for these solutions among for him to raise the bar and look at the creative product and policies for the group across its global offices. He will Protection Solutions campaign. today’s young and confident Indians, be supported by five other senior creative people in the Growthscope was also adjudged who have seen the good times of council, handpicked by CEO Nick Brien. the World’s Best Advertising the post liberalisation era and have Initiative in the category by a grand a tendency to take them for granted. jury of industry This campaign experts. attempted to show London International Awards> At the London Commenting on the real side of the International Awards 2010 held on November 8, Indian the win, Tista Sen, celebrities, beyond the agencies got seven nominations and bagged four awards. McCann Worldgroup Mumbai won a gold for Bachpan ECD, JWT Mumbai, success and glamour, Bachao Andolan. Leo Burnett Mumbai won a silver for says, “We are elated with the philosophy of Whisper. Rediffusion Y&R Mumbai won a silver for Rasna to have won this ambassadors echoing a and lastly Ogilvy Mumbai won a silver for its Ring The Bell prestigious award life truth. Against Domestic Violence campaign. Initiated in 1986, ADVERTISING on an international Inter Publicity the London International Awards recognise and honour platform, judged by JWT won two was the other Indian exceptional work in advertising, design and digital. global experts. The awards for its agency to have made competition was its mark, winning the stiff, with a number work for Aditya Midas Finalist Award >> ACCOUNT MOVEMENT of players in each Birla Financial for The Banker to category.” Services Group, Every Indian campaign > Ogilvy India and Pickle Lintas have been brought “At the Aditya Birla for State Bank of India on-board as DLF’s new creative agencies. The creative Financial Services while Inter in the Corporate duties will be shared by the two agencies on a project Group, we like to Publicity’s State Image category. basis. The account will be handled out of the Delhi offices celebrate creative The Midas of both agencies. Percept/H is the incumbent on the DLF account; the agency has excellence that works Bank of India Awards recognise been handling the company’s creative duties for about four years. DLF is India’s with our customers. campaign was creative excellence leading real estate company that has traditionally focussed on the development of We are delighted recognised at in financial services residential, commercial and retail properties. Presently, DLF is aggressively creating to receive these communications new shopping and entertainment spaces nationwide. awards through an this year’s Midas globally. Founded international forum. Awards. in 2001, the Midas Industry recognition Awards honour > Percept/H has been awarded the like these reinforces advertising in banking, creative mandate for Asmi, one of the our faith in our brand philosophy brokerage, insurance, mutual funds premium jewellery brands owned by the of creating communication that is and credit, in addition to real estate, Gitanjali Group. The account was won without a formal pitch process. JWT, the simple, clear, distinct, positive and accounting and consulting. incumbent agency on the brand, will continue to work on the group’s other brands relevant to our target group,” adds This year’s competition witnessed such as Nakshatra, D’damas and Sangini. Percept’s AMO Communications also Ajay Kakar, CMO, financial services, a 27 per cent increase in entries works with the group, taking care of its retail brands and tactical advertising. Work Aditya Birla Group. submitted from 31 countries. is in progress on a 360 degree campaign for Asmi. The company will retain the Growthscope, based on the theme The jury comprised client and brand positioning. of kaleidoscope, was a direct mailer agency leaders from creative and created by Dipesh Kowarkar and marketing disciplines, as well Dhaval Ramtirthkar. It was aimed as experts in financial policy and > In the wake of a multi-agency pitch, MTS has awarded at educating the potential communications. its creative duties to Rediffusion Y&R. The size of the business is estimated to be more than `200 crore. The QUOTE OF THE FORTNIGHT incumbent agency, Saatchi & Saatchi, was also in the race to retain the business. The other agencies in the fray were Grey Worldwide and BBDO India. MTS’ media duties are handled by Media Planning ‘‘Great print and outdoor Group (MPG) India, the media buying arm of Havas Media. advertising has to grab your attention and draw you into the communication. Both media > Orchard Advertising has bagged the BlackBerry business. The win is the result of a must be thought provoking and multi-agency pitch. Starcom MediaVest handles both media need great writing. the media duties for the brand. So far, the brand has not been very active on the communication front and plans to get aggressive henceforth. Earlier this year, the That’s vital to communication.’’ brand communicated on TV with an ad film. It was the first time BlackBerry rolled MARK TUTSSEL, GLOBAL CHIEF CREATIVE OFFICER, LEO BURNETT, ON HOW BRANDS HAVE TO CHANGE AND LOOK out a strong advertising message in the TV space. Thus far, the brand has relied on AT THE BIGGER PICTURE, IN BRAND EQUITY. word-of-mouth communication.

8 afaqs! Reporter, November 16-30, 2010

   SPICEJET Serving it Hot Based on the theme Get more when you fly, the latest commercial for the low-cost carrier portrays avoidable situations faced by fliers who don’t travel by SpiceJet. By Ashwini Gangal

ive year old airline SpiceJet has churned out another TV commercial that serves to Ftake the what-happens-when-you-don’t- fly-SpiceJet tale forward. The low-cost carrier communicated aggres- sively on TV for the first time in January 2010, prior to which it relied primarily on magazines, press and outdoor avenues. Addressing the move to go big on TV, Samyukth Sridharan, chief commercial officer, SpiceJet, says, “The campaign helped in driving saliency and higher recall for the brand and also strengthened our value proposition. This in turn helped us garner a higher share of the market food served on other budget airlines, leading to and drive preference in a commoditised space.” “The campaign rather embarrassing consequences - owing to Last year, SpiceJet broke its first brand cam- hunger, his stomach growls noisily as his co- paign with the theme ‘Get more when you fly’. helped in higher passengers stare at him. The current ad film takes this brand thought of brand recall and Both films are 30 seconds long and have ‘value addition’ forward. strengthened our been directed by Parikshit Vaidya. They’ve been The commercial has been created by Contract produced by Anand Wagle and the production Advertising. Contract has been handling the value proposition.” house is Full Circle. brand’s creative duties since December 2008. SAMYUKTH SRIDHARAN Besides TV, the media mix for this campaign The media duties for the account are handled includes print, outdoor, radio and the Internet. by Madison. “We plan to communicate via suitable media The TVC - on air in Hindi as well as English travel by SpiceJet enjoy in-flight hot meals and channels as and when SpiceJet comes up with - tells the story of a certain Mrs. Godbole, who thus are not a part of such post-travel situations new value-added features,” informs Uddalak wakes up at an unearthly hour to cook up a hot at home. The VO for the Hindi ad is done by Gupta, creative director, Contract Advertising. meal for her husband - who returns home after Piyush Mishra while Cyrus Broacha has lent his Recently, SpiceJet launched its first interna- a flight. She is shown preparing and serving the voice for the English ad. tional flights to Colombo and Kathmandu. “The meal grudgingly, while a VO accompanies this The TVC is one of the two recent ones that current communication is in sync with our phi- plot in a way that lends a humorous twang to impart the same proposition, namely, new hot losophy of offering value to our customers and the situation. Indian meals served by SpiceJet. The other film The message conveyed is that those who is about a man who refuses to eat the cold airline   $!>>

SAMSUNG a metro train,   constantly !seeking>> advice from friends in the social networking space about a woman Connecting Thoughts he is besotted by. His friends, young and old alike, on the other The company’s latest film continues with the thought of Thodi Zindagi Chakh Lo hand, are glued to their handsets, as they continuously tell him what and focusses on a range of social networking phones. By Biprorshee Das to do. The film ends with the cou- ple walking away together. The ou were asked to stop, take twist in the tale being that the a break and smell the flow- woman too was on the phone with Yers the last time. This time, her friends, doing exactly what the the idea is still to taste all that is man had been doing. fun in life, as you stay in constant The second film, a short touch with your friends. Samsung 15-second version, features the Mobile has launched a new series same couple in the train. The of television commercials for its man continues with his efforts at Metro range of handsets, which impressing the woman, rattling focuses on the social networking away sweet nothings that are being capabilities of the phone. texted to him by his friends. His Created by Cheil Worldwide, friends decide to pull a fast one on the films show, in a lighthearted him. The man is so preoccupied manner, how the phone’s social The core idea in the film is an age-old in reading out from his phone that networking shortcut feature could truth that friends are always with you. It he ends up asking the woman the be used to stay connected. The   "# first film shows a young man in is just that the medium changes. >>

10 afaqs! Reporter, November 16-30, 2010

   ADVERTISING AGENCIES Small Fish, Big Business Of late, multi-national clients have been bringing on board small Indian creative shops as their agencies, bypassing the option of roping in the big guns with international networks. A peek at what keeps the former going. By Devina Joshi

t’s a bit like the David-Goliath story. In it is Asia-focused, not simply India-focused. a landscape dominated by multinational There are those who ‘try out’ Indian Inetwork agencies until a few years ago, independents, when the brand is fairly new there has been a resurgence of sorts. The new in the market. Audi (handled globally by breed of independent, home-grown agencies BBH and Grey) is a relatively newer adver- is winning big battles - read multinational tiser in India and has gone in for a local shop. businesses - and contrary to expectations, is “There isn’t much experimentation hap- posing a challenge to its seemingly unshake- pening out of global tie ups and network able competition. agencies. We are approached when radical Whether it is Creativeland Asia winning thinking is needed,” says Sukumar Menon, Audi in a pitch involving BBH and Ogilvy; founder, Black Swan Life. Law & Kenneth clinching the Renault win; Raj Kurup has a different theory - it isn’t Saints & Warriors being awarded Skoda; so much about how long one has stayed in TapRoot India winning Pepsi’s World Cup a market; it’s about how much autonomy campaign; or even Black Swan Life becom- and decision making power the agency has ing the direct marketing AOR for Domino’s in that nation. in India - the new set of small and independ- In cases where an MNC brand’s net- ent agencies seems to be holding its own worked agency does not have an Indian against larger networks when it comes to presence, the business might go to a local international brands. shop here, for example Skoda - handled by Interestingly, many of these ‘creative hot Leagas Delaney globally. shots’ have had humble and very recent A small setup comes with benefits to its beginnings. international clientele. The client feels reas- It’s not that Indian agencies have never sured about the dedication, flexibility and scored with international clients. Names personalised attention provided in a local such as ANC (Alok Nanda Company), shop. “For a long time, they might have felt VGC (Vyas Giannetti Creative), Triton and that big agencies don’t do justice to them, Capital (bought over by Publicis Groupe) despite huge spends,” says Santosh ‘Paddy’ have always been around and have all han- Padhi, co-founder and chief creative officer, dled large businesses in the past. TapRoot India. So what is making MNC clients move out International clients feel reassured If a network agency is known by the big of their comfort zone and increasingly try guy running it in a region, then this person out Indian independents? when their brands are in the hands can’t possibly be present for every pitch/cli- of small Indian agencies. ent meeting. “This is an advantage for small ONCE UPON A TIME IN INDIA guys like us because the client knows that sually, MNC-agency every time he comes in, the ones Umatches are made in the who head the agency will be Western world. This relationship present personally,” Paddy adds. was so airtight that it was virtu- ally impossible for local shops to ON THE FLIP SIDE penetrate. owever, not all interna- Ten years ago, if a marketer Htional brands go the local was dissatisfied with his network way. “Any brand that doesn’t agency in a particular region, require brand management on he would sit and complain - a daily basis will be comfort- but Indian independents were able with a local shop,” muses rarely seen as an option as Indian Suman Srivastava, chief execu- brands were supposed to be their tive officer, Euro RSCG. “I can’t expertise. The import of global (from left) Kurup, Nair, Padhi and Menon: Sharing their secrets see a telecom or FMCG client ideas was much higher then, so a working with a boutique for too network agency made more sense for international position themselves as ‘globally ready’. long as boutiques lack the structure to support the brands. Several, such as the Aggi-Paddy venture work to be done.” The formula seems to have lost its rigidity. TapRoot India, or Raj Kurup’s Creativeland Asia, Some categories of advertisers are very comfort- Firstly, over the years, global brands have woken are visible at international award shows such as able hiring local shops as their AORs. Creatives up to new economic truths - India and China. As Cannes - a great way to catch the eye of MNC for luxury brands, for instance, have always been Anil Nair, chief executive officer and managing clients. “While awards help us get picked up, our centralised. Some luxury brands might look for partner, Law & Kenneth, puts it, “Just as homog- work has to speak beyond that,” Kurup adds. independents simply for release work. enous brand messages don’t work across markets, Also, the fact that the person running his own Another category which goes well with a local MNCs have realised that traditional relationships outfit has experience of handling global brands agency is tourism. “Such categories need not made abroad to cater to the West may not work in in local contexts, in network agencies, has also require large agencies as they do not need to the Indian market any longer.” helped change perceptions. Creativeland Asia has Indian independents have also made efforts to the term ‘Asia’ in its name to show the world that   "%>>

12 afaqs! Reporter, November 16-30, 2010

   SKODA Overlapping Imagery The campaign targets audiences across India, within the 25-45 years age bracket, belonging to SEC A and B. By Ashwini Gangal

apping into the growing eagle’s wings potential of the premium and the doors Thatchback segment in the of the car and Indian market, Skoda has broken hoop earrings an ad campaign for the newly and the steering designed version of the Fabia. wheel. A male Skoda launched Fabia in India VO accompanies in 2008. The same year, launch these visuals. It says - campaign, Feel Special, ran from Caress the senses, explore new January to June 2008, after which shores, sip the high life, grip the came the Fabia Testimonial cam- moment, the sound of a racing paign (August to October 2008). pulse, the whisper of class. These campaigns were fol- Towards the end, the VO says: lowed by the Fabia Superhatch in 2009 and Fabia Look up, look beyond, see in a new light, the all Car of the Year campaigns in 2010. The most new Skoda Fabia - Now, That’s Fab. A super that recent communication, prior to the launch of the “The current reads: Obsessed with Quality since 1895, appears updated Fabia, was the Fabia Test Drive and Get positioning of the on the screen. Hooked campaign (April to July 2010). car is all Addressing the shift in the positioning of the IS THE CAMPAIGN FAB? Fabia, Tarun Jha, head, marketing, Skoda India about a fabulous harles Victor, NCD, Law & Kenneth is of the explains, “The current positioning of the car is all package.” Copinion that the TVC has been executed in a about a fabulous package that appeals to people rather ‘cold’ manner and has utilised several cli- TARUN JHA who have impeccable taste’.” Earlier, the Fabia was chés. “This whole ‘product parts mimicking other positioned as a Feel Special car. This came from objects’ execution has been done over a decade ago; the thought that the car made the owner feel spe- I don’t know whether anyone should be doing this cial about himself or herself, as it was India’s first is the media AoR for Fabia and handles the media kind of advertising anymore. Comparing blinking and most accomplished superhatch. duties for the entire Skoda portfolio. eyes with headlamps is the amateurish first step The current campaign aims to target both male In the 40-second TVC, one sees abstract images normally, one would get past that and the next ten and female audiences within the 25-45 years age that connote how parts of the New Fabia resemble steps,” he points out. bracket, belonging to SEC A and B. objects such as a surfboard, jewellery and precious “The word ‘Fabia’ lends itself to necessary The campaign has been created by Saints and stones. Fleeting visuals imply the resemblance Warriors, headed by Pushpinder Singh. Mediacom between the car’s headlights and the human eye,   $#>>

<< & ' "$ independents lean too much on one individual, which is perceived, as a Small Fish... risk by multinationals,” he states. Arvind Sharma, chairperson and scale up, unlike big brands,” deduces chief executive officer, Leo Burnett Srivastava. India, profiles three types of cli- Besides, today, independents ents - ones with very firm global receive international businesses on a alignments, those where global project basis. Experts suggest, how- alignments are preferable but not ever, that an agency ought to look for a necessarily enforced in all markets, potential marriage partner (gateway to and those who go by local conditions long-term businesses); not a ‘one night (from left) Srivastava, Amritesh, Sharma, Singh: analysing the India card completely. “Indian agencies tend to stand’ (means to make a quick buck). pick clients who don’t have global Some independents are individu- same thing as visiting a specialist doc- if that complete shift is to happen alignments with networked agencies. als who freelance for MNCs - again, tor as opposed to a general physician anytime soon. And scale could pose a There is no rocket science here,” a ‘Ek campaign karna hai’ trap. - the former costing more. So, for a problem here. he says. Undercutting is another game that client, achieving a big idea on one cam- “That is a blessing in disguise: not Dev Amritesh, senior vice-pres- some local agencies play to outdo paign is the ideal scenario for bringing having scale gives us more scope for ident, marketing, Domino’s Pizza biggies in a pitch. independents aboard. experimentation,” Menon of Black India (which works with Black Swan In some deals, the network agency Experts agree that the current Swan Life shrugs. “We prefer it this Life for direct marketing), offers the allows its client to use a boutique developments may not signify a way; that is the structure and func- client’s take. “We don’t look at a ‘net- agency, in case it is unable to crack complete shift. They indicate inclu- tioning of independents.” work’ as a prerequisite before hiring some marketing problem; and in sion - having independents in the Pushpinder Singh, founder, an agency. We look at the team and return, takes a fee cut. roster, which may translate into the Saints & Warriors (in charge of the people in it. We prefer evaluating Interestingly, creative boutiques are possibility of shifting the business. MNC brands Danone and Skoda), performance over heritage for our more expensive than networked agen- However, independents would have is realistic when he says that not all final decision. The brand’s perfor- cies - as creative resources are limited, to work doubly hard to please MNC independents have made inroads into mance in the region is vital.”  the ‘per hour’ rates are higher. It is the clients (as opposed to local clients) the MNC client’s mindset. “Most [email protected]

14 afaqs! Reporter, November 16-30, 2010

   VIDEOCON Sending the Right Signals The new campaign is the result of a syndicated research, which established that a majority of prepaid users are wor- ried about running out of talk-time balance when they need it the most. By Rohit Nautiyal

fter its launch in April this year, Videocon Mobile Services (VMS), the thirteenth Amobile operator in India, has come up with its second ad campaign, featuring actor Riteish Deshmukh. Kanwarbir Singh, head - brand and media - marketing, VMS, reveals that the new campaign is the end result of a syndicated research, which established that a majority of prepaid users are worried about running out of talk-time balance in the hour of need. “Based on this research, we have also put together hassle-free and simple tariff plans for our customers,” he says. Conceptualised by MWG TAG Ideation, five films titled: Train, Suhaag Raat, Snoring, Hospital handset screen, the indication of zero balance puts and Bhoot are on-air. Each ad shows the signifi- The company zeroed in an end to his surfing. cance of unlimited plans for SMS, STD and local on Riteish Deshmukh The fourth film - hospital, opens with an effem- calls and internet usage. inate Deshmukh, waiting impatiently in the lobby Recreating the melodrama of Hindi movies, the for the ads, because of his of a hospital. An injured man, bandaged from head first film, titled Train opens on the shot of a dying to toe, enters the scene in a wheelchair. A nurse old man in a last telephonic conversation with his ability to carry off a comic informs Deshmukh that he has been blessed with son (Deshmukh), who is travelling in a train. The a son. While the injured man looks confused by old man wants to reveal the identity of his son’s sequence alone. Deshmukh’s seemingly gay appearance, the happy real father. However, before he can do that the uncle. As the groom follows the directions being father begins to share the good news with all his phone gets disconnected because the son’s mobile given by his uncle, the line gets disconnected once contacts through a common SMS. Unfortunately, phone has run out of talk-time balance. A hawker again because of zero balance. The groom asks the his phone runs out of balance. enters the train-compartment, shouting, Signal bride if she knows what happens next. She gives The last film - bhoot portrays Deshmukh as mein break, plan leke dekh. In the end, Deshmukh him a tight slap and responds, Signal mein break, a young Bengali who is scared to fall asleep. He sees an old man sitting in a different compartment, plan leke dekh. calls up his mother and asks her to sing a lullaby. who looks exactly like him. The third film - snoring, has a geeky Deshmukh The mother starts humming a haunting num- The next film, Suhaag Raat shows a nervous surfing a soft porn website on his mobile phone. ber from Hindi film, adding to the son’s fears. groom on his wedding night, who is glued to His half-asleep father tells him to go to bed. As the his mobile phone, taking bedroom tips from his image of a topless woman is about to open on his   $%>>

<< & ' "! core identity built around Metro. and people connected,” he adds. explains Warsi. It is a phone that keeps you enter- With social networking tools The core idea in the film is an tained, occupied and engaged. It is such as Facebook and Twitter age-old truth that friends are always Connecting... your own personal buddy. We still becoming as big as they have, par- with you. It is just the medium that say Zindagi Chakh Lo, where we ticularly on the mobile device, it is changes. “In the urban race, we lose phone number of someone else, encourage the consumer to take a but natural for mobile phone mak- out on relationships. When was the when the advice to do so flashes on break and enjoy life.” ers to leverage the situation to the last time you had a carefree chat his phone screen. “Here is a candy-bar phone that greatest extent possible. with a friend, without the day’s The films continue with the is affordable, and through the social Hence, unlike the previous film, worries on your mind? It is here thought of Thodi Zindagi Chakh Lo networking route, helps you keep the TVC does not focus much on that we show how the Metro works. from the Metro phones campaign in touch and further ‘enjoy life’. the various features of the phone, it Metro is about what the people last year, which featured brand We are attempting to show how the highlights the networking bit. living in the urban areas need,” ambassador and actor, Aamir Khan. device is keeping the hearts, mind However, the question arises: says Vedobroto Roy, associate vice- The idea, however, moves on from isn’t this campaign a tad too late, president, Cheil Worldwide. the individual to the collective, with most brands already riding the Roy concurs with Warsi and with the phone being positioned as social networking wave? adds that social networking contin- one’s personal buddy. “We have been focusing on the ues to be the in-thing. While in the previous film, Khan social networking front with our “Orkut was big. Facebook is an played characters who are engaged high-end phones. However, now improvement of Orkut. Twitter is by the phone’s various features, the we are doing it with a budget phone even better. It is exciting. All of a current films show the phone as like Metro. While the topic is not sudden, I am in touch with friends a medium to engage and connect new, we see that with our tar- I never thought I would see again. with a wider community. get audience,the masses, it is not Tomorrow I know something bet- Says Asim Warsi, general man- getting stale. Friend lists continue ter is coming. And I am keen to ager, marketing, Samsung India to increase and more people are know what is next,” he says. Electronics, “We continue with the Roy: connecting friends busy on the networking websites,” [email protected]

16 afaqs! Reporter, November 16-30, 2010

   INDIAN MEDICAL ASSOCIATION The Theory of Right and Wrong With the MCI coming down strongly on the IMA because of the latter’s endorsement of food products, what do the experts in the advertising industry feel. By Biprorshee Das

he Medical Council of India (MCI), stopped, Basu thinks a way to get around it will a constitutional body regulating medi- soon be found. For instance, after real doctors Tcal education and practice, came down were banned from appearing in commercials, strongly on the Indian Medical Association(IMA) actors were brought in wearing lab coats. for endorsing food products without valid justi- Anand Halve, director, chlorophyll, is much fication and for a fee. more vocal against the practice. “It is critical to As per the media reports, the products in understand the nature of the beast. There are question are PepsiCo’s Tropicana fruit juice and Kamal Basu, CEO, Saatchi & Saatchi, says, several such associations and the general sus- Quaker Oats, which use the IMA logo on their “I am absolutely against such bodies charging a picion is that many are merely created by the packs. IMA has such endorsement contracts fee for a certification.” He cites Saatchi’s work manufacturers. I am personally against every- with various brands such as Dettol, Pampers, for General Mills India’s Pillsbury Chakki Fresh thing that is pramaanit,” he says. Aquaguard and Odomos, among others. Atta, where the brand positioned itself as good He adds, “There is a great amount of mis- Obviously, a stamp of approval from a body for the heart - a claim endorsed by the Heart leading information because people do not such as the IMA holds weight and the MCI’s Care Foundation of India. Basu says the body understand research. How do you protect con- objections are quite understandable when it was not paid any amount for the endorsement. sumers from being swayed?” finds the body certifying a product without He says that while an association may not be Halve says, “I believe that research or genuine evidence. very popular, such certification does bring in an endorsements are used in an incomplete man- Dr. Ranjith Roy Choudhary, board member, element of trust. ner. Since it does not provide full information, it MCI, says, “We are not an anti-advertisement In the event of such endorsements being misleads the consumer. Anything that stops it, I body, nor are we an association to am in favour of. If MCI suspects protect the consumers’ interest. an outfit, I think it needs to be There are other organisations for considered.” that. However, when a medical Bobby Pawar, chief creative community - a body of 200,000 officer, Mudra Group, says a doctors - is endorsing something stop on such endorsements will without evidence and for a fee, it affect newer brands more than is unjustified and a violation of the established ones. “For estab- the code of conduct. We would lished brands, the certification be taking due action.” is just an added thing. People The views expressed by ad already trust those brands. industry professionals on such However, for newer ones, it endorsements and developmen- ets were not very surprising. (left) Basu, Halve, Pawar and Nair: for or against?   (!>>

CARWALE.COM could be valued above `100 crore. of the India Today Group says, Dubey says, “The manage- “India happens to be a very young ment structure and day-to-day country with more than half of It is About Money Honey operations of the site will not get those, who actively use the inter- affected with the acquisition.” He net, under the age of 25 years. The classifieds portal for automobiles could be valued indicates that the acquisition of That holds the promise of con- ` some stake by India Today could siderable monetisation potential, above 100 crore. News Bureau help the site leverage the tradi- which we want to exploit in coop- tional and new media properties eration with our partner.” he Germany-based owner in Carwale.com in 2006 and 2008 for advertising the portal. Carwale.com receives more of Auto Bild magazine, respectively, have offloaded their Axel Springer has also acquired a than 1.3 million unique visitors TAxel Springer and India full stake in the portal through 19.1 per cent stake in India Today’s and 17 million page views every Today Group have acquired a this deal. e-commerce portal, BagItToday. month. According to an industry majority stake in the automobile Mohit Dubey, CEO, Carwale. com. The e-commerce site was estimate, the portal earns up to `8 site, Carwale.com. com refused to reveal the exact launched by India Today last year. crore in revenue every year. Axel Springer has acquired 52.1 valuation of the site. However, as In an official statement, Aroon Axel Springer and India Today per cent while India Today has per industry estimates, the portal Purie, founder and chairman tied up in 2008 to publish Auto picked up 18.3 per cent stake in Bild magazine in India. They also the auto portal. The remaining run an automobile site - Autobild. will be held by Carwale.com. in, in the country, which is the The investment made by India online replication of the magazine. Today’s is also independent of Axel Springer owns more than the JV between the group and Axel Springer has also acquired a 19.1 80 online properties and earns Axel Springer. Venture capital per cent stake in India Today’s e-com- more than 25 per cent of its total firms - Seedfund and US-based revenue from digital businesses. Sierra Ventures, which invested merce portal, BagItToday.com. [email protected]

18 afaqs! Reporter, November 16-30, 2010

   BASKIN-ROBBINS Ooh La La! The ice-cream parlour mainly targets youth in the age group of 15-28 years in SEC A, A+ and is looking at reaching out to SEC B through the ChocoFest campaign. By Poojya Trivedi

he world’s largest chain of ice- us in SEC B,” Uppal elaborates. cream shops, Baskin-Robbins, The company sees about 20 lakh peo- Trecently rolled out an out of home ple walking in every month in its stores (OOH) campaign to celebrate the festival across the country. “There are months season. when this figure doubles,” Uppal adds. The OOH campaign of Baskin- Baskin-Robbins currently has about Robbins aims to promote its chocolate 408 stores in India, with a strong presence flavours through the ChocoFest initia- in the western region, followed by the tive. “Our brand is known for chocolate South. “We are yet to make a serious dent flavours and they are our hot sellers,” says and huge opportunity lies for us in the Ashwin Uppal, who came on board early northern region of the country,” Uppal this year as general manager, marketing, states about spreading the footprint of the South Asia, Baskin-Robbins. chain in India. The company plans to add This is the first time that the brand has about 80-100 stores every year. used the OOH medium in India since In past six months the company has its entry into the country 17 years ago. become fairly aggressive in marketing the “Through the OOH campaign, we are brand. This is mainly because it witnessed trying to get a sense of how a period of lull in the past seven-10 years, our brand responds to this where the only kind of marketing the particular medium,” says product which is bought on impulse and company did was to tie up with movies. Uppal. we realised that if you ensure that the visual “We realised we need to go beyond that and The campaign, executed of ice-cream is carried along with the offer, since the beginning of the year, we have taken by TDI International, has it can create a desire to purchase,” Uppal marketing to a different level,” says Uppal. In July, been rolled out in four cities explains. the company did a radio campaign with Radio including Mumbai, Pune, Therefore, the objective of bus and bus Mirchi to celebrate its 65th birthday. Bengaluru and Hyderabad. shelter branding was largely to give a visual OOH and radio gets the lion’s share in its In every city, the company appeal to the product and thereby create a marketing budget, followed by BTL (below-the- has chosen 10-12 sites. It has ‘drool factor’ that would, in turn, initiate a line), print and digital. “We want to acquire new also undertaken bus and bus desire in customers to buy the product. customers and try out new markets, so radio and shelter branding with BEST The company mainly targets youth in the OOH are the two main media we want to focus in Mumbai. age group of 15-28 years in SEC A and A+. on,” says Uppal “Ice-cream is basically a Uppal: desire to promote “There is a huge customer base building for [email protected]

<< & ' "! He adds that the casting is great that the previous set of SpiceJet meals in a low cost airline. You will and that both characters have acted ads was much better. In fact, he get hot meals like we do in regular exceedingly well. “Both have apt still clearly remembers the ads in fare airlines’.” Serving it Hot expressions such that in just a few which the honeymoon couple was He feels that the film where the seconds, the entire situation has sitting apart, communicating across husband comes home is “much, aims at promoting travel within the been captured nicely,” he explains. the airline corridor and the one in much better” as compared to the region,” adds Sridharan. “Also, the interaction between which the father brings home a lol- “over-exaggerated growling stom- Indian fliers seeking value are the husband and wife is very relat- lipop for his kid. “Those films had ach film”. the target group for this campaign. able - the situation is something the right ingredients - humour and “The husband-wife film is sim- we’ve all experienced or seen. perfect connect with the offering,” ple and to the point - a true insight, DO EXPERTS STOMACH The insight used is bang on,” he recalls. especially if you wanted a bargain THIS NEW COMMERCIAL? says Menon. He states that while As far as the current TVC goes, and managed only the last flight he campaign has received rather the other recent film, featuring a Jacob says, “Are they funny? - No. out. The one with the hungry trav- Textreme, mixed responses from hungry traveller, is good, too, this Will I remember them in a conver- eller is too corny! And what’s with industry folk. film is his favourite amongst all sation with friends over a drink? the narration? I think the narration Sukumar Menon, founder, Black the SpiceJet films rolled out since - No. “But the product offering is responsible for making the films Swan Life says the ad serves its pur- January 2010. is good - if I have understood it so flat,” complains Jacob, in whose pose of conveying that hot Indian In contrast, Brijesh Jacob, man- correctly, that is, ‘You no longer opinion it would have been more meals are available for travellers, aging partner, White Canvas, says have to buy packed sandwiches and intriguing if the VO did not explain brilliantly. “Without being loud or what is going on and had let him exaggerated, the ad does exactly discover the reason why the wife is what it’s supposed to do,” he says, The message conveyed by the two ads, is upset or why people are looking at adding, “Cold food is a drawback in that those who travel by SpiceJet enjoy the guy who makes strange noises. small budget airlines, which makes Overall, he labels the films as the situation ring true. All through, in-flight hot meals and thus are not a part ‘Ok’ and calls them instances of the campaign has used instances briefs translated into films. that frequent fliers run into.” of negative post-travel situations at home. [email protected]

20 afaqs! Reporter, November 16-30, 2010

   ) *+ Learning Curve akul Chopra, CEO, Publicis Communications, South Asia, is an out- Nand-out advertising man. He shares some of the many key moments. It was 1985 and I was 26. Through a family connection, I got in touch with Roddy Dewe who headed the UK-based, financial and corporate communication consultancy, Dewe Rogerson. I went to work with him as a trainee. I learnt how to have a vision, how to see the big picture. In this business, your vision can run the risk of going from campaign to campaign. That’s a trap I learnt how to avoid. I also learnt how to be prepared for how hard it can be. A key moment there I recall was when he entrusted me to create a business plan. All I had was a simple plan (I had never been to business school) to go by. I learnt things from scratch, bought myself books, read up and researched and submitted it. Luckily, my plan was approved. The second moment in my career was at Trikaya Grey, under Ravi Gupta, who was an ideas person. The high arrived when he made me an offer to head Trikaya in Delhi. At 30, I found myself heading a branch. He painted a nice picture of the growth of that office but, on Day 1, I had cold sweat on my palms. As I sat with the employees at lunch (I thought it would be a good idea to get to know the key problems they faced at work), I remember a fellow piping up, “The flush in the toilet doesn’t work.” That is when I realised that when I am in a leadership position, any problem is my problem. This was an office with heavyweight talent such as Mahesh Murthy, Gullu Sen, Freddy Birdy and Naved Akhtar but the financials were a horror show, contrary to what Ravi had told me. However, after rebuilding the office over the next 24 months when I left the Delhi branch, I had made it exactly what Ravi had originally painted it out to be. Another moment came (at Trikaya again) when we worked on the Arvind Mills corporate campaign. We had to get back to them with a strategic point of view. Ravi asked me to brief Christopher Rozario in the creative departmentdepartment. Three or four minutes into mymy briefing, Ravi got up and said, “Can we stop?” andand askedasked forfor a momomentment aalonelo with me. Once Chris had left the room,room, Ravi told me, “That’s not a brief.brief. DoDo me a ffavouravour anand never brief a creative in this agency.” I remember feelinfeelingg hhorrible about it. I went for a smoke at the receptionrec and there was a boardboard in front of me containingco print ads by the agency.agency. I realised that they were the most out- standingstanding print aads. Suddenly a thought occurredoccurred to me. I had worked in HTAH (JWT) and another agency,agen Seasons, and no one hadhad ever told me that I couldcou not brief a team. But thenthe I thought to myself, nevernev have those briefs resultedresu in ads like this! I went back to Ravi and askedasked him to tear the resigna- tion I had typed. I told him I needneed to learn about briefing. What I simply did then was to observeobs Ravi in briefings. Lastly,Lastly, I remember Ravi telling me in hhis car one day, “I enjoy working with you but it’s such a pitpityy I wwill do it less and less.” I asked if he was planning to sack me. “No,“N you don’t need my helphelp anymore,”an he declared. [email protected]

FOTOCORP

   AMUL BUTTER The Real Deal The butter brand from Amul in its latest television commercial attempts to establish it as the real and trusted butter, which is a favourite across India. By Biprorshee Das

hink Amul Butter and the first image that comes to mind is that Tof the Amul Baby. Think the prod- uct’s advertising and one would probably recall the quirky print creatives and out- door hoardings featuring the chubby girl in her polka dotted dress. However, the plot changes in the lat- REALITY BITES est TVC by Gujarat Cooperative Milk hen approached, ad experts say that Marketing Federation (GCMMF) for Wit looks more like a radio spot than a Amul Butter. Created by DaCunha television commercial. Communications, the film attempts to Sagar Mahabaleshwarkar, NCD, Bates put the product centre-stage rather than 141 thinks the communication needs to its mascot. The film is directed by Kailash evolve in terms of storytelling and insight. Surendranath of Kailash Picture Company. “The execution shows that some brands Titled - Menu, the TVC shows visuals the other options available,” do not want to evolve. Amul seems to be stuck in across various restaurants in the country. adds RS Sodhi, in-charge time. The hoardings and print ads remain interest- Voiceovers in different accents rattle off managing director, GCMMF. ing because they are witty and topical,” he says. the menus in a typical, waiter-like manner, DaCunha adds, while the Arun Raman, senior-VP, planning, Lowe with the message that the dishes are served hoardings and print ads are Worldwide says that better is expected from Amul. with real butter, which is Amul’s. definitely more popular and “When a ubiquitous brand like Amul Butter Rahul DaCunha, creative director, would continue somewhere wants to communicate, the strategic planner is DaCunha Communications says the film along the way, the Amul Baby faced with a dilemma to focus on brand creden- hits out at butter substitutes, such as mar- has become more than just tials or brands news. Here, it seems that the easy garine, which are available in the market. a representative of the but- way out was taken by speaking about the brand’s “We wanted to establish the fact that ter - it has become bigger credentials, which was never doubted by millions Amul is the leader and the all-India favour- than the product and repre- of Indians, to begin with,” says Raman. ite for all kinds of food. The market is a sents the brand as a whole. “It is a superb radio spot. Period. But no way DaCunha: the original little more crowded now than it has ever Interestingly, the character can ‘let us do a radio spot and slap a montage of been. There are substitute products that now is also used to promote visuals on it to make it a TVC’ be called a TVC. people are looking at. We wanted to establish the Amul’s packaged milk. The use of accents to stay true to ‘Taste of India’ brand well on film,” says DaCunha. The current film, hence, attempts to focus on is excellent, though I wonder why they did not “We want to make people aware that when they the product, it tries to position Amul Butter as use that as a baseline,” he adds. He says the script eat out, they must insist on real butter. The brief the unanimous choice of the entire country. “The lacks topicality, while the execution failed on a key to the agency was that the consumer must be able film shows that eating the butter is more than just Amul Butter value - wit. to differentiate between the authentic product and a household habit,” says DaCunha. [email protected]

enjoy the Suhaag Raat and the Bhoot << & ' "# Videocon has earmarked a budget of `50 films as he feels the situations fail to create a sense of urgency to Sending the... crore for the campaign, that will spread stay connected, which is there in other films. Shankar observes, that Scared to death by now, the man across TV, print, cinema and OOH. this is not the first time a brand tells his mother to sing a different is talking about the importance of song. As the mother starts with a ident and general manager, MWG of the country’s total mobile sub- staying connected. He cites Airtel, more soothing song, the phone gets TAG Ideation. scriber base (250 million). which did something similar with disconnected. He explains that the brand was the Atoot Bandhan commercial star- The company has earmarked a looking for a face from Bollywood, LIMITED OR UNLIMITED? ring Shreyas Talpade. budget of `50 crore for the campaign, but someone who was not over- mit Shankar, ECD, Grey Raghu Bhat, founder direc- which will be spread across televi- exposed. “We were looking for AWorldwide finds the ads witty. tor, Scarecrow Communications, sion, print, cinema and outdoor. someone who had a great sense of He says “I really like the Hospital ad. remarks, “The storylines are not bad, “The creative challenge was comic timing and finally zeroed in The guy wants to share an impor- but they are elevated by Riteish, who to convey a simple product in on Riteish, who is not only a fantastic tant piece of news with everyone, is an interesting casting for the role an engaging manner, within the performer, but also has the ability who would probably not expect a of a victim. He has good comic tim- ambit of a youth-centric brand. to carry off a comic sequence alone. development like this in his life. The ing and is versatile, which leads to We also wanted to break the clut- Moreover, he has a great connect Train film is equally good. Most of the campaign’s sustainability.” ter amongst the otherwise packed with the youth, befitting the brand the moments captured are part of He concludes, “Overall, it’s a nice mobile services advertising and cre- image of being youthful,” he adds. one’s life and it’s interesting to see way to extend the pakdo life ka har ate a distinctive identity for VMS,” According to industry estimates, these with a pinch of humour.” signal plank.” says Himanshu Saxena, vice-pres- prepaid users account for 97 per cent At the same time, he did not [email protected]

24 afaqs! Reporter, November 16-30, 2010

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

L SURESH This Festive Season

ow the craft of working on Creative team to servicing: But darkness. There had to be another distorting the client’s product or his Diwali ads was transformed what the $%#@ does a tummy trim- way out! logo until it looked like a diya. Thus, from an art into a science mer have to do with Diwali? That was when a copywriter came sewage pumps and wet grinders were Last Diwali, 1893 print up with an out-of-the-box solution mangled beyond recognition until Lads were released that began with Servicing to creative team: (pause) - a headline template that could be they took on a flat circular shape, the headline, ‘This festive season...’. That’s the creative challenge! used forever and ever. over which a graphic flame would be Of these, 32 offered freebies, 119 And so, over the years, the one line added. Mattresses were folded until were for apparel, 83 for sweets, brief of ‘Link brand to Diwali’ became “This festive season, ...... the/ they reached the rounded boat shape. 75 for crackers, and 91 for other the scourge of creative teams across your ...... with ...... ” Headache tablets were broken in half products that added to the celebra- the country. Come September, copy- To fill in the blanks, he created a to resemble a Diwali lamp. Air condi- tions. The remaining 1493 ads were writers and art directors began calling little table with three rows, each of tioners leaked water that took on the for brands that had no relevance to in sick. By October, they would close which applied to one blank. Now, a shape of a lamp. (The option to this Diwali or any other occasion, fes- the door, draw the blinds, hide under mix-n-match of a random word from was a frosted window pane, where a tive or otherwise. the cot and hope to hell that their each of the rows could result in an child’s hand draws the outline of the What does a shoe polish have to mobile was on silent, their Facebook option. For instance, a line for a retail diya, but the ad was bombed because do with Diwali (‘This festive season, status said offline and their Gmail brand could be: “This festive season, the marketing manager didn’t want let the happiness on your face reflect status was in the invisible mode. celebrate your style with the perfect the target audience to think that the on your shoes’)? Or, for that matter, It was all in vain. While the rest wardrobe”, or, “This festive season, brand of AC came without a ther- locks (‘When prosperity visits you of the country became radiant with brighten up your life with Brand X”. mostat and was hence freezing the this Diwali, make sure it never leaves the festival of lights fast approaching, Art directors had a much simpler room). you’)? Or, raincoats and umbrellas creative teams plunged into absolute exercise. They had to find a way of The only time when the diya was (‘It’s that time of the year when it given a rest was when a brand of con- rains discounts, offers and gifts. Be traceptives got into the festive mood prepared.’)? and the servicing executive, having a However, little facts like these did FILLING THE BLANKS clear idea as to what the art director not stop clients from riding the festi- would do, reworked his brief to a val bandwagon. A decade ago, when FIRST BLANK SECOND BLANK THIRD BLANK typo ad. But all that was last year. agencies were working on the sup- (Action words) (Motherhood words) (Keywords) The big idea that is being planned posed 15 per cent commission, this this year is an interactive full page ad meant added billing. But agencies Celebrate Style Brand-related that will have a car shaped like a diya. continued to work on these ads even words/ brand As soon as the paper is opened, the after the retainer system came into name coating of phosphorus in the ad will effect, presumably to retain the client. catch fire when it comes in contact Brighten up Life with air. There will be a ‘This festive Client to servicing: But what does season, light up your life with the a tummy trimmer have to do with Light up Mood hottest car on the road’ message that Diwali? Enjoy Attitude will be played out as the newspaper goes up in flames. Servicing to client: Leave that to us, Bring in Spirit Rajiv! Our creative team loves to be challenged. (The author is a creative consultant).

<< & ' "% Fabia’s print ad, ‘Style Shouts, Sujit Das, ECD, Pickle Lintas is of sorts between the commercial and Pedigree Whispers’, had a good of a similar opinion. While granting what a potential buyer would feel Overlapping... thought, adding, “The TVC, unfortu- that it is difficult to advertise in the after viewing it. nately, shouts instead of whispering”. car category, he nonetheless claims “The VO is very well thought out, word play, such as the use of ‘fab’ and Victor further opines, “If your that the technique of match-dissolve, but it’s fine only at the surface level. ‘fabulous’. This word association is design change is radical, then it’s used in the Fabia TVC, to bring The ad fails to dig deeper and pro- tempting but clichéd,” he continues. probably alright to showcase it this out the similarity between product vide some kind of consumer insight. He further adds, “In the Fabia way; but here, there’s a sharp tonality parts and other objects, is not a new From a buyer’s point of view, the ad ad, I don’t think the consumer will contrast between the cold execution one. “This is a very generic way misses out on everything that the car listen to all that’s being said. Also, and the evocative and very emotive of highlighting product features. To has to offer.” with the ‘dark zone-contrast’ shots, statement, ‘Now that’s fab’. When a romance the car, one needs much He concludes, “There could have one has no clue what’s next. The change in style is thrown in people’s more than this,” he says. been a storyline in the ad to drive the eagle, for instance, comes flying out faces this way, I don’t think they’re Adding that a very crucial con- point home. Here, unfortunately, the of the blue”. going to take to it in a positive and sumers point of view has been missed technique has become the plot.” Lastly, he points out that Skoda fab way,” he states. out, Das says he senses a disconnect [email protected]

26 afaqs! Reporter, November 16-30, 2010

    Can WAM become the Ultimate Currency for online measurement? In a scenario where third-party measurement systems like comScore and Vizisense already exist, will IMRB’s Web Audience Measurement (WAM) system become the universal currency in online media measurement? By Kapil Ohri )10 ,)-./0 0+,)0 /,, 0 Head, Marketing, Audience, Indiatimes VP, BD & Alliances, Consim Info Founder CEO & MD, NetworkPlay Media Digital Strategy Director, SMG SUSHIL KUMAR FOTOCORP NO AUDIENCE AN HONEST ANSWER THIRD PARTY ONLINE AUDIENCE MEASUREMENT CAN RIGHT NOW WOULD DATA AUDIENCE MEASUREMENT IS BECOME THE ULTIMATE BE TO WAIT AND MEASUREMENT USED DIFFERENTLY BY CURRENCY IN INTERNET, WATCH. IS ALWAYS MORE DIFFERENT ENTITIES WITH SEARCH OR HOWEVER, THERE IS MEANINGFUL. IT IN THE WORLD OF PERFORMANCE ONE REASON WHY FACILITATES MARKETERS DIGITAL. WHILE (PRIMARILY GOOGLE) WAM HAS A GOOD TO TAKE INFORMED PLANNERS LOOK AT having a 50 per cent market chance of succeeding. Web decisions. granular details to justify their share. Rating Points (WRP) will Digital advertising has media plans, marketing teams bring parity and some sort of look at overall trends to find cues This spend is based standardisation enabling many not grown to the level that in consumer behaviour. on a bidding model and offline planners to start using we would have liked it to Given that IMRB’s WAM keywords, which is not based the internet as an additional and because marketers don’t relies on a program download on audience measurement. possibly comparable medium. In have enough data points to and subsequent empanelment, it the event of this happening, the might provide a good perspective The rest of the ad spend entire online advertising industry evaluate the media. Though on the demographic makeup of gets routed to ad networks stands to benefit with higher Comscore and Vizisense are site visitors but loses out on or inventory exchanges. revenue opportunities. being used to measure the other parameters which plague The market for ad networks Having said this, it is not going audience on the web, none of every panel-based measurement to be an easy task as Neilsen tool. is based on cost-per click is already snapping at IMRB’s these are the standards that Another fundamental issue (CPC) purchase and long tail heels with its own audience the industry uses. Agencies I have with WAM is that, coverage, which also does not measurement offering and like and publishers use estimates conceptually, it is based on the use audience measurement. Vizisense they are taking the that are convenient to them. principles of television audience tagging route to get there. measurement which is not a Even advertising on social IMRB’s approach is There is no logic as to why good idea given the diametrically networks like Facebook questionable as it leaves out a ‘X’ publisher with more than opposite nature of the two is CPC-based and the large part of the India’s internet 60 per cent reach should have mediums. requirement for audience access that happens through the only 10 per cent of spends. Other tools such as comScore work-place. have taken note of these measurement is not much. For WAM to succeed, it shortcomings and have made Audience measurement needs to be recognised by significant additions to their is useful for bigger and the industry bodies and have measurement techniques by premium publishers - who are consensus on the sampling using a hybrid model (panel and site data) to add depth to the rooted in display advertising - and measurement techniques. data being reported. to establish audiences.

28 afaqs! Reporter, November 16-30, 2010

  ZEE TV NEWS CHANNELS Pushing the Limits Say Hello to The channel is all set to move its ‘prime time’ to as early as six in the evening every weekday. By Anindita Sarkar Mr. President

ntil recently GECs, were experimenting worth taking? Most media executives believe that Obama’s visit received more news with extending the primetime till mid- additional room given to original programming a coverage than any other foreign Unight with original programming. Now, couple of hours prior to the 8-8:30 PM slot would it seems they’ve adopted a different route. help in attracting audiences towards national GEC, head of state. By Anindita Sarkar They are trying to begin primetime as early as and would also create revenue potential. six in the evening. While Colors starts its prime- Manas Mishra, EVP and country head, Mudra he sixth US President to visit India clear- time with original programming at 7 PM with Connext, says, “Channels always want to gener- ly set the Indian news channels rolling Bhagyavidhaata, STAR Plus begins its original pro- ate more eyeballs and maximise their inventories. Twith more verve than ever. According gramming at 6:30 PM with Sabki Laadli Bebo. Zee With this extended time slot, it is not about gen- to a study by CMS Media Lab, Barack Obama’s TV now plans to start its original programming at erating the same eyeballs as a 9 PM band would three day visit to India received more primetime 6 PM on weekdays. garner, but about maximising the eyeballs in that TV news coverage in India than any other foreign What is interesting here is that Zee particular slot.” head of state. He also attracted greater coverage TV was the first Hindi GEC to taste Navin Khemka, senior VP, compared to any Indian Prime Minister’s visit to success in the early primetime band, ZenithOptimedia adds that there is any foreign country. when it woke up the 7.30 PM slot an absolute need to extend the view- CMS Media Lab conducted its primetime with the launch of Chhoti Bahu. ership slot, since there are viewers (7-11 PM) study on six major news channels, By the end of this month, the waiting to be tapped.” Aaj Tak, DD News, STAR News, Zee News, channel will launch two new prop- According to him, repeat shows CNN-IBN and NDTV 24x7, from November erties in the 6-7 PM slot - Apno Ke across top GECs capture decent rat- 1-8 and November 6-8, inferring that 85-90 per Liye...Geeta Ka Dharma Yudha and ings, therefore, advertisers who are cent of primetime coverage across all these chan- Bhagonwali...Baante Apni Taqdeer. not able to pay high entry cost buy nels was devoted to Obama, alone. Both shows are female-centric these inventories. “With original The study suggests that Obama’s visit, from and aim to capture the essence of programming filling up these slots, November 6-8, received 70 per cent more the young and emerging small-town the inventories will surely come North Indian woman. under a higher benchmark,” he says. “Their aspirations, dreams and “Additionally, such a strategy will also Obama’s visit received 70 issues will be brought to the fore in help the channel negate the loss of a manner that will surely captivate GRPs due to high viewership frag- per cent more primetime the audiences,” says Sukesh Motwani, mentation during primetime.” head - fiction programming, Zee TV, According to Nandini Dias, COO, space than Bush’s. adding optimistically, “It is a para- Lodestar UM, currently, most GECs digm shift and we are hoping that air repeats during the 6-7 PM band, primetime space than the three-day visit of his they will become appointment view- thereby limiting channel viewership. predecessor, George Bush, in 2006. Obama ing like our other primetime shows.” Hence, original shows in such slots received 2410 primetime minutes, whereas On the new primetime slot, Akash would logically attract more eyeballs. Bush’s visit got 1392 minutes of primetime Chawla, marketing head, Zee TV and “But it also depends on the actual coverage. Zee Cinema says, “Viewers are always content and the quality of the pro- During Nov 6-8, the news channels carried on the lookout for superior content. duction. Needless to say, the slot 207 news stories and 49 special programmes, With winter around the corner and will not be seen as primetime, even thereby devoting 845.4 minutes and 1,565 min- days being shorter, families are sure if it performs better. If the efficien- utes respectively of the primetime on Obama’s to gather in front of their TV screens cies remain competitive or the same, India visit. and it is our endeavour to give them media buyers will surely look at the While between Nov 1-8, the news chan- original content. These launches are slot,” she adds. nels carried 309 news stories and 64 special symptomatic of a broader change that The GECs currently claim an air- programmes, devoting 1105 and 1892 min- we hope to pioneer in viewership time rate of `7,000-10,000 per 10 utes of primetime respectively to Obama’s trends.” (From top) Chawla, seconds, but with original program- visit. According to the study, during the peri- Is this risk of launching original Mishra and Dias: rise od, Obama’s visit got the maximum coverage programming in the early time band and shine   3!>> on CNN-IBN, with 636 minutes of coverage, followed by NDTV 24x7, which allotted 625 minutes. << & ' "2 sumers? It was a novelty years ago. This game Zee News spent 575 minutes and DD News has been played long enough for consumers to devoted 478 minutes of primetime for the see through it. It is a lazy strategy and no longer President’s visit. Aaj Tak and STAR News allot- The Theory... a differentiator. If there is no differentiating fac- ted 376 and 307 minutes respectively between becomes a hook to hang their hats on,” he says. tor, there is no leverage value.” Nov 6-8, when Obama visited India. Pawar adds that the consumer, more often Supporting the ban on such endorsements, he However, for the period, it was NDTV 24x7 than not, looks beyond such approvals. “Despite says, “Marketers have to wake up. They have to that led the flock, devoting 535 minutes of its that, the practice continues because marketers prove their claim without putting a white coat primetime. are averse to change,” he says. on somebody or using a logo on their packs. Sudha Natarajan, president and COO, LMG, Supporting the thought, Anil S Nair, CEO Consumers have moved ahead. Marketers have says, “I feel the English news viewers felt more and managing partner, Law and Kenneth says, not,” says Nair. “Does it (endorsement) really affect the con- [email protected]   3!>>

30 afaqs! Reporter, November 16-30, 2010

     

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

INDIGO MANZA HIMANI BOROPLUS ANTISEPTIC HAVELLS GEYSERS The film shows the car being driven with an older man in CREAM The communication is to announce the entry of Havells the backseat enjoying the drive as the car swerves around The Safed Tika campaign featuring actor Amitabh Bachchan into the geyser segment positioning it as an energy saving corners. It is revealed by the end of the film that the person shows him putting safed tika from the cream followed by product. The film dramatises the apprehension with over- in the backseat is actually the chauffeur while the owner of people across country doing the same. It ends with message consumption showing the protagonist talking in different the car is the one driving since he enjoys the car so much. that the product protects skin from the evil-eye of winter. accents making it seem as if channels on television are being switched without the set actually being on. Agency: Draftfcb Ulka Creative Agency: Everest Brand Solutions Creative Team: KS Chakravarthy, Kartik Smetacek, Creative Team: N Padmakumar, Sahana Prakash and Creative Agency: Lowe Lintas Deven Mankame and Rajdatta Ranade Sandeep Gaur, Satyen Parab Creative Team: Amer Jaleel, Deepesh Jha Film Director: Rajesh Saathi Film Director: Rajkumar Hirani Film Director: Ayyappa PRINT

SHOPPERS STOP A part of an ongoing campaign that seeks to highlight fashion trends that one can start with some innovative thinking, the ad continues with the Shoppers Stop philosophy – Start THE TIMES OF INDIA TATA POWER Something New. The campaign features the age old idea of the triumph of The ad’s objective is to make Diwali an eco-friendly one. good over evil, the festival’s philosophy. The creative through The copy throws light on how pollution levels rise during the Agency: Contract Advertising an illustration shows Ram on a matchbox shooting a ‘match’ festival and details the dos and don’ts to ensure common Regional Creative Director: Raj Nair to light a firecracker with Ravan featured on it. problems are tackled well during Diwali. Creative Director: Kapil Sawant Copywriter: Revati S. Creative Agency: Taproot India Creative Agency: Elixir Designs Art: Chondama Cariappa, Ketan Mekarta Creative Heads: Santosh Padhi and Agnello Dias Creative Head: Ganesh Gadakh Copywriter: Kaushik Iyer Copywriter: Gautam Gohil Art: Pranav Bhide Art Directors: Babaji Pednekar and Pramod Manjrekar OOH DIGITAL

BLACKBERRYS VU TECHNOLOGIES Fashion and lifestyle brand has launched a two-month The campaign is to promote the 55’’ LED TV of VU 60-city outdoor campaign. The agencies have used cut-outs Technologies. The company wanted a larger than life on billboards to highlight the slim look and to give a 3D feel media. Therefore, the campaign has been deployed on both TATA ARIA to the displays. traditional media and transit media including AC and double- The banner ad promotes the newly-launched car, Aria, which decker bus wraps and cab advertising on Meru Cabs. is a crossover between SUV and sedan. OOH Agency: HANSA Outdoor, Brandstand Media, Giraffe Advertising and Marketing and The Zebras. OOH Agency: MOMS, Bright Outdoor Media. Creative Agency: Experience Commerce, Mumbai Exposure: Delhi, Mumbai among others. Exposure: Mumbai Exposure: Rediff.com, Yahoo.com, Gaadi.com and Vicky.in

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

32 afaqs! Reporter, November 16-30, 2010

  JOBSWITCH

Organization Name: JWT standards, Experience with FBML Connect standard and content management Position: Account Manager/ systems, Graduation in Computer Account Director Engineering (or similar field) Location: Mumbai and prior experience of 2-3 years Profile: The successful applicant in similar function is desired. will be accountable for all aspects Familiarity with open source of account management for software a plus. 2-3 key clients. The role would Email: your.future.begins.today@ include creative strategy & gmail.com execution, campaign management, ...... B2B marketing, basic analytics, data driven marketing and loyalty Organization Name: Music program management. Preference Broadcast Private Limited will be given to candidates who Position: Corporate are Post graduate in Marketing Communications (PR) and/or Mass Communication Location: Mumbai and to those with experience in Profile: The candidate will be Direct marketing, B2B marketing, responsible for Formulating digital communication, campaign overall PR strategy with respect to management & CRM. corporate image and positioning of Email: [email protected], Radio City, Driving the visibility [email protected] for the Radio City brand through ...... PR, including showcasing key Annual Properties, milestones, Organization Name: Future launches and presence at industry Group forums, Managing the corporate Position: Business Analyst and communications of Radio City Social Media Jockey across 20 stations by developing Location: Mumbai strategies, quality management, Profile: Business Analyst will supervising operations and be responsible for Mining the ensuring compliance to plans and data, Spotting consumer trends timely documentations and review and suggest/explore new business and Propagating Radio City’s opportunities, Evaluating the position through on going media efficiency of ads on a continuous relations, participation at select basis, Providing Market industry seminars and events and Intelligence, Competitive Analysis meeting with key influencers. and Analysis of key business Email: [email protected] problems, interpret results, ...... generate insight and recommend strategies. The applicant should be Organization Name: Matrix a Bachelor /Master in Engineering Publicities and Media India Pvt. Ltd. / Statistics / Economics with at Position: Account Director least 2-3 years of professional Location: Delhi experience in Business Intelligence Profile: A digital ‘native’ with / Business Analysis. She/ He Knowledge of all existing and should have Experience in SAS, emerging digital channels, VBA and SQL, Proficiency in Comprehensive understanding of Microsoft Office tools, Ability online strategy, marketing, media to use quantitative analysis and concepts and branding, Strong statistical/mathematical methods understanding of measurement to solve business problems and and tracking tools within all Familiarity with marketing and digital channels, Experience with retail. Brand websites, SEO/SEM, email For the vacancy of Social Media campaigns and mobile marketing, Jockey, candidates with strong Sound qualitative & quantitative programming skills who can analytical skills and Knowledge build and maintain websites and of all agency functional areas; applications that function well, including production, media, especially in social media sphere research and database is desired for need to apply. Demonstrated the profile proficiency with XHTML, Email: [email protected] CSS, PHP, MySQL, and web ......

  #!>>

34 afaqs! Reporter, November 16-30, 2010

What makes the television business a sought-after medium for print companies? By Sumantha Rathore

our years ago, when the Malayala Manorama multiple editions in their predefined territories. provided an opportunity, many publishers were Group announced the launch of Manorama For a long time, these firms were content ready to grab. And did too. But it was left to a FNews, a TV channel, it set a string of print with the growth they had achieved or at the certain Ramoji Rao to show the way. publishers thinking on the same lines in that state. pace at which they were proceeding. However, Around half a dozen newspaper publishers in things started changing when the second and THE FIRST MOVER Kerala, including Mathrubhumi, Kerala Kaumudi, third generations entered the business. Third- he Hyderabad-based Eenadu was one of the Madhyamam and Mangalam, are planning to set generation businessmen, armed with various Tfirst regional, as well as print players, to have up news channels. Most of them are set to launch degrees earned abroad, felt the urge to expand the entered the television business. Twenty one years within the first six months of next year. business aggressively. after it had launched a newspaper and rattled Kerala is not an exception. Ever since trailblazer Hindi newspaper publishers who, till now, the existing dailies, the group went for its first Eenadu made its highly-successful and well- were guarding their traditional forts - Dainik channel, ETV Telugu, in August 1995. documented foray from print to TV, in 1995, Jagran in Uttar Pradesh, Rajasthan Patrika in I Venkat, director marketing, Eenadu, says, there have been a host of such examples. Of the Rajasthan or Punjab Kesari in Punjab - found “There was a ready acceptance from the viewers 27 channels with a print connection operating in greener pastures in other Hindi speaking states. because we retained the name even for the TV India, seven have come up in the last two years. But growth for regional language publishers was business.” Eenadu’s TV business grew and it In the pipeline are ventures such as the one from linguistically defined. moved beyond Andhra to launch 11 other channels The Sentinel, an English daily in Assam. It has tied For these regional players, the way to grow - each catering to a particular state. The publishers up with NDTV Worldwide to set up Sentinel was to diversify to newer platforms and cash in in other states too jumped on to the wagon. News, a news channel. Malayala Manorama is on the equity they had earned so far. Cable and While Eenadu entered the TV business hoping ready to get into the general entertainment channel satellite television (which had started opening up to tap the market early, for the Anandabazar (GEC) space. Why are print companies looking at in early ’90s) and the new, relaxed foreign direct Patrika Group, the move was prodded following broadcasting so keenly? Do they prefer going solo investment (FDI) guidelines for news channels, an invitation from the Star India. The invite or with tie-ups and joint ventures? How has it came about when, after STAR-NDTV which helped them? afaqs! Reporter finds out. had to be with an Indian identity, collaboration Print companies were also ended and STAR was contemplating starting Star IT’S ALL IN THE FAMILY News. The rules regarding foreign investment ost newspaper businesses in the country are afraid of missing out on a in news channels were changing constantly. FDI Mfamily-run. While a few of them opted to limits were reduced to 26 per cent for the foreign go to public in the last few years, they are still - medium that was swifter investor and out of the remaining 74 per cent, primarily - family-run organisations. than print. A newspaper which had to be with an Indian entity, 51 per cent Many of these family-run businesses started equity had to be with one party, and that made it off as a single-edition newspaper in and around after all comes in difficult for individuals to enter the game. STAR the independence era. Post-independence, these was left with very little time to hunt for an Indian companies got busy expanding their reach with only once a day. partner and at that time, it thought of ABP as they

36 afaqs! Reporter, November 16-30, 2010    

were the only media group that had the capability Manorama News is an extension of the daily, to invest and didn’t have television presence. Malayala Manorama, it had to land up on Day 1 “We opted for a JV Anandabazar Patrika’s successful start with Star with “a lot of credibility.” There was, after all, a because getting the News led to the partnership moving into other legacy of 120 years to protect. infrastructure in areas and languages as well. Star Ananda in Bengali Some new entrants in the media space decided place and learning and Star Majha in Marathi followed. to go whole hog with a presence across various the business would One big reason why regional publications media platforms. When Saakshi entered the have taken a lot branched out was to leverage the equity they had Andhra Pradesh market, it launched a newspaper earned in the market. Consider Lokmat, which has and a news channel almost simultaneously. KRP of time.” BHARAT KAPADIA, a 50:50 JV with IBN. “The presence of television Reddy, director, marketing, Saakshi, reveals enhances the brand value of the newspaper,” that though the decision to enter the television LOKMAT GROUP opines Ashish Pherwani, associate director, space was first on the agenda, unavoidable delays media and entertainment, Ernst & Young. Bharat resulted in the print version coming first. The Kapadia, director, Lokmat Group says, “In print channel followed a year later (March 2009) in HD “When we entered we are quite dominant in Maharashtra and we format. “When you have one medium in place, it the TV space the decided to leverage that in other media as well.” always helps to enter another medium. We already concept of separate Tying up with an established partner is the had a strong network of news gathering in place. news channels didn’t easiest way to diversify. While many of these print It enabled us to get news faster, especially the exist. And we were companies had the expertise in news, they did not rural news coverage,” he asserts. The Hindi space, clear about keeping have experience in the TV business. Going solo however, hasn’t seen as much action. ETV an infotainm- would have been a risky affair as failure in TV could have affected the print business more than it LOCAL IS EASIER nent channel.” I VENKAT, would have in a JV. hile Hindi newspaper publishers did get into EENADU “We opted for a JV because getting the Wthe TV news space, only a few managed to READING THE FINE PRINT “When you have one medium in place, it (The roll call of some print companies that have ventured into TV) helps to enter YEAR OF LAUNCH PRINT COMPANY CHANNEL NAME COLLABORATION "443  -  another medium. $!!!   56  As we already had $!!$  -$  a strong network, $!!( 78 1 6 09: 0;.-< it helped us get the $!!(   ,   rural news faster.” $!!% => '?>  @ '  KRP REDDY, $!!% . 1 6) >A    SAAKSHI $!!3 78 1 6 0: 0;.-< $!!# => '?>  ' 9  $!!#  '  '9  “The initial $!!2 6 *>'   overlap of resources $!!2  6'   6'  (manpower and $!!2 78 1 6 05 0*  ;.-< infrastructure) gave $!!4  .   .   us the confidence to $!!4   6-  kick-start the $!!4 , )-, )-;   < television business.” $!!4 => '?>   9  MONICA *MCCS is the joint venture between STAR India and Anandabazar Patrika NAYYAR-PATNAIK, EASTERN MEDIA infrastructure in place and learning the business achieve success. India Today, primarily a magazine would have taken a lot of time. IBN was ready and publisher, has tasted success with Aaj Tak. But eager and the deal was stuck within a week. It has Jagran couldn’t continue for long. Within a year “At times, it’s bet- worked out quite well,” says Kapadia. of the launch of its Hindi news channel, Channel ter to keep the two The decisions were also backed by the belief 7, it was sold to the Network18 Group and was that the presence in multi-media platforms helps later rechristened IBN7. Would Jagran have fared brands separate connect better with both the people and the better if it had not had a different brand name for because if the new advertiser. Besides, they were afraid of missing the channel? That is a difficult question to answer. venture fails, it may out on a medium that was swifter than print. A Pherwani says, “At times it’s better to keep the hurt the mother daily after all comes in only once a day. Which two brands separate because if the new vertical brand as well.” is why a player like Bennett Coleman & Co too (which has same name as the mother brand) fails, it ASHISH PHERWANI, came up with ET Now, a business news channel, may hurt the mother brand as well. It’s safer keeping ERNST & YOUNG in 2009. ET Now followed the launch of Times a different name altogether.” But it is also true that Now, which was launched in 2006. With Zoom a paper which is seen as the best publication in a (launched in 2004) too in its kitty, the group, region - will also enjoy the same perception initially, “Appropriate plat- which reportedly closed 2009 with revenues of whenever it gets into other medium. forms should be used over Rs 5,000 crore, is in the midst of launching Language publishers had better luck because, to communicate and fourth channel (Movies Now). “the regionalisation of media is an omnipresent Varghese Chandy, senior general manager, truth of our industry,” says Sandeep Lakhina, if, tomorrow, some marketing operations, Malayala Manorama chief operating officer, Starcom Worldwide. “The other new media says, “You have to use whatever modes of proximity we have with the readers is far more than becomes popular we communication there are. Appropriate platforms what a national player can offer. The audience can might be there.” should be used to communicate and if, tomorrow, connect better with the issue we raise or publish. VARGHESE CHANDY, some other new media gets popular we might MALAYALA be there as well.” He goes on to add that since   32>> MANORAMA

afaqs! Reporter, November 16-30, 2010 37    

INTERVIEW | LAURA DESMOND > CEO, STARCOM MEDIAVEST GROUP (SMG) “Consumers Respect Relevant Advertising.”

In conversation with afaqs! Reporter, Desmond talks about the booming OOH media industry in India and the future of specialist agencies. By Prajjal Saha and Sumantha Rathore:

aura Desmond, global CEO of Starcom MediaVest Group (SMG), was in India Lrecently. Desmond has spent most of her career with the Publicis Groupe. Before moving to SMG, she was associated with Leo Burnett. She has held many important roles in SMG, which includes CEO of MediaVest and SMG - The Americas. She is one of the directors of VivaKi. In this interview with afaqs! Reporter she talks about everything from the booming OOH media industry in India to the future of special- ist agencies. She was accompanied by Ravi Kiran, outgoing CEO, Starcom MediaVest Group, South Asia. Excerpts:

Q. What kind of person are you looking at to replace Ravi Kiran? Does he need to be more of a people’s person or a business leader? A. Both. We need a leader who puts people at the heart of everything that SMG does. The person should manage to keep SMG as a people’s organi- sation and also put the clients and products above everyday politics. The new person will need to lead us with our global vision of being a ‘human Ravi Kiran and experience’ company. Laura Desmond

Q. What purpose does MediaVest serve in the SUSHIL KUMAR SMG group - it has been lying low since its them and ignite conversations in the process. Both launch in India? are relevant, both can work. Q. We talk about the integration of media A. I would like to say that MediaVest - which is In general, MediaVest has a higher concentra- and creative, but also see specialist agencies present in 33 markets globally - is a faster growing tion of local clients than multinational. Starcom operating independently. What’s the future? brand across the globe than Starcom. is in 65 markets across the globe. My vision is to A. Yes, there will be integration, but in a different Mediavest was launched in India with a specific enable them to properly service the right kind of way. Some 15-20 years ago, the business revolved purpose. It wasn’t launched with the sole objective client in any sector possible. There could be two around creative messaging and the full-service of pitching for more businesses for the group and brands with distinct positioning and strategy - for model stacked from the creative at heart, while make headlines. Instead, there was a strategic need. example, United Airlines and American Airlines. today is the period of fragmentation and speciali- The heritage of MediaVest in the US, UK and It could be that MediaVest is very well-suited for sation. Mexico says that it started with local clients, then one type of airline and Starcom for the other. We will continue to see fragmentation, but the focus shifted to MNCs. The same is going The objective is to co-exist in the right fashion integration has to happen, though the question to happen in India as well. I must clarify that we and tailor for what each client needs. is when and how, whether it will be integrated are not trying to force-fit anyone or devalue one around messaging again or something new. brand with the other. We believe that Starcom and Q. As the agencies grow bigger, how do you We might even see specialist agencies rein- MediaVest have a distinct positioning in the mar- maintain the CEO-trainee connect? tegrating to achieve scale, which is important to ket, and both can grow to their utmost potential, A. By making the organisation flatter. Eighteen compete. The digitisation of content and media without negatively impacting each other. months ago, we took out layers of management is creating a neutral-screen approach, which will we thought were not adding any value. So, we allow content, conversation and community to go Q. How do you differentiate between Starcom eliminated our regional CEOs and the flatter across all platforms. and MediaVest? structure has global headquarters overseeing our To generate conversation and build commu- A. Starcom thrives on Space for Ideas while most important markets directly. nities, one has to integrate with the paid media. MediaVest is about Truth and Design. Second, we tried to create global teams that Today, the media business is primarily paid media. Space for Ideas is about the world that has an can interact together, so I have got an executive But one has to build capabilities in owned and abundance of ideas and the issue really becomes management group that includes top ten people earned media as well, in order to compete with creating an appropriate media for them to live and around the company globally. We are now trying paid media in future. That implies that we’ll have thrive. So, Starcom is about taking innovation and to bring online a new programme for the next to think about integrating all those specialist frag- creativity to next level and create the media experi- circle, called the Impact Circle. The programme mented entities, because global companies will ence that you want the client to live in. will have a group of 50-70 middle managers from have to integrate paid, owned and earned assets a On the other hand, Truth and Design is more around the globe. I think it’s naive to think that lot faster and strategically. about igniting social community. Think of it as - small is going to win. This is a global-scale world go find the human truth, design the media plan for now.   %!>>

38 afaqs! Reporter, November 16-30, 2010

  HINDUSTAN TIMES Raising the Bar The English-daily has introduced local content for five cities to take on The Tribune in Punjab. By Sumantha Rathore

he English daily Hindustan from either the Chandigarh or Times has introduced the Jalandhar printing facilities Tdedicated local pages for of the group. Each edition has five locations in Punjab, includ- a print run of 20,000 copies. As ing Patiala, Bhatinda, Jalandhar, a part of this new arrangement, Amritsar and Ludhiana. The group has spent `11 HT will have one or two dedicated pages and Following this, the paper, which currently a four page lifestyle supplement, HT City, reaches out to the readers of these five cities with crore in upgrading machin- from each location. Till now, the five centres a replica of the Chandigarh edition, will have con- received only the national supplements of tent tailored to the needs of the local populations ery in Chandigarh and has HT such as Shine, HT Estate and Horizon. of the five cities, apart from dedicated HT City for Gaur says that the company gets an overall each location. installed a printing facility at revenue of `75 crore from the state of Punjab Talking about the step, Vivek Gaur, business Jalandhar to reach five cities. and following this development, the group head, North and East, HT Media, says, “Punjab hopes to achieve ‘much better revenues, in the is a big market for us. Though we are strong in The daily, till now, had only one edition from future, from the state’. Chandigarh, somehow we got left behind The Chandigarh reaching out to all these locations. In Ludhiana, the daily, apart from HT City, will Tribune in the rest of Punjab. So, with this The group has spent `11 crore in upgrading also come out with a four page news supplement attempt, we aim to push up our circulation in the machinery in Chandigarh and has installed titled Ludhiana Live, which will carry hard news region. We are aiming a circulation which is 15-20 a printing facility at Jalandhar to reach these about the city. per cent higher than that of The Tribune.” five cities. The five editions will be printed [email protected]

<< & ' (2 and bandwidth. so that we can follow that right path. I think in the next 8-10 years, Mobile advertising has to be more this medium - when combined with “Consumers ... about point in time and immediacy. Q. What’s going to help grow the latest technology and the spaces Retailers, quick service restaurants, OOH in India? Will it be the where people are around - will grow Q. Who will take a lead in the movie studios and theatres are trying infrastructure that is developing at a better pace than what we have integration - media agencies? to figure that out, because all these in many cities in India? grown in the last 40 years. A. I think the media agencies of five are impulse purchase and decision. A. The growth for OOH will come years ago or even today, won’t be able So point in time matters for them. about when the network becomes Q. Today’s consumers are bom- to do that. It is the media agencies Another interesting thing to watch digital. There is tremendous creativi- barded with advertising messages of the future that will do that. And out for is what tablets do to mobile ty there. If you remember the movie, every moment in their lives. How that’s one of the reasons why we had advertising space because they are Minority Report, there was a scene long can this go on? put together our own mission, two going to give a new definition of what where different OOH signs were A. Yes, you are correct. Here is the years ago, to reinvent our agencies. mobile is. Mobility will expand beyond served up for individuals who were interesting thing: a consumer knows Media agencies have a better the present realms of mobile phones, passing by. I know it sounds far- she is going to see advertising mes- chance, as they pursue more of the because the kind of marketing you can fetched, but it will happen one day. sages everyday. If given a relevant consumer centric upstream strategic do on tablets is very different. Because the idea to be able to serve choice of messaging, they would love role, versus the agencies who are content based on the relevant audi- to see that. over-focussed on trading and com- Q. Marketers often make this ence is there, and the personalisation In the future, ads can earn more moditising the market. mistake of treating the entire of that is just about technology. respect, provided it becomes more I don’t believe that a media agency mobile population in homoge- relevant and contextually targeted. can execute all of it. But its role, neity without any segmentation. (Ravi Kiran) OOH, in India, is at as an architect with the client - to Shouldn’t that change? a rudimentary stage. What we are Q. Why are media agencies more shape and stitch things together and A. Yes! Just like the internet, mobile doing right now is find walls and quantitative driven than qualita- find the right partners to execute, is opportunity lies in segmenting the hang hoardings on them, 99 per tive? something that can be achieved. audiences - who they are, what they cent of it is static. The combination A. (Ravi Kiran) To be able to com- are doing, what they are surfing and of new technology would bring in pare things, one has to have numbers. Q. What’s the problem with then sending out specific messages. transformational changes. Most of us It’s not the red versus yellow debate, mobile advertising - is it the con- We do have the data to do so. It’s haven’t even started thinking on this, as both are qualitative names, as tent or the device? just that the companies don’t know we are where the US was 30-40 years opposed to 2 versus 4, which has a A. I don’t think anyone has cracked how to make it operational. We need back. For instance, how do I measure different meaning. So, I don’t think the code for mobile advertising any- to build the pipeline from the carrier how many people are passing by or quantitative data analysis or measure- where. The reason why people are data to the client data to media data, are watching my sign? ment would go out of fashion. desperate to figure it out is that The important thing is that we mobile penetration is higher than (SMG), as well as many of our rivals, any other media in the world. Media agencies of the future will be able now invest quite a bit of energy, The encouraging part is that the resource and money in understand- numbers for smart phones is grow- to take the lead at integration as they ing consumer behaviour, using ing and it will solve a lot of the pursue more of the consumer centric both qualitative and quantitative problems. Advertisers will be able to techniques. experiment with the new technology upstream strategic role. [email protected]

40 afaqs! Reporter, November 16-30, 2010

  

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

MEDIA years. Rao’s stint in media began OOH & BTL > Rajesh Kumar has been appointed head, marketing, in 2003 when he joined KPMG as > Kinetic has appointed Rajul Kulshreshtha as its Hindustan Media Ventures. He will report to Amit Chopra, associate director. Later, in 2005, managing director, following the resignation of Madhuri chief executive officer, Hindustan Media Ventures. Earlier, he joined STAR India as assistant Sapru. Earlier, Kulshreshtha was head of Motivator, Kumar was president, planning, at Ogilvy & Mather (O&M). vice-president. In June 2005, he GroupM’s media agency. Kumar fills the place left vacant by Dhiraj Soni, who had left was promoted to vice-president, Motivator, meanwhile, will be led by Sundeep Sharma, Hindustan in July. strategic planning. country head, who will report to Ajit Varghese, managing Before O&M, he was vice-president, strategic planning, At STAR India, Rao has held director, Maxus. Earlier, Sharma was general manager, Y&R Brands, where he was working on the Airtel account. several positions, the last being Motivator. Kumar’s earlier stints also include working at Lowe Lintas, that of executive vice-president Kulshreshtha has been with GroupM for the past six where he was responsible for accounts in Delhi and Kolkata and general manager of STAR Gold. years, initially heading the LG business, and then going on and non-Lever accounts in Mumbai. to head Motivator. > Times Television Network has appointed Mandar In 2005, Kulshreshtha was promoted as the managing > Network18 has promoted N Dilip Natekar as head, national sales for its latest venture, director at Motivator, where he has been spearheading Venkatraman, chief marketing Movies Now. Natekar will report to Ajay Trigunayat, the media agency’s pan-India role. Prior to that, he was officer, CNN-IBN, IBN7 and IBN- channel head, Movies Now, and will be responsible for general manager, GroupM, leading team LG for two years. Lokmat, as chief executive officer of driving the new brand to the market in a bid to establish He has also worked with Universal McCann for more the group’s English news channel, the channel as a preferred platform for advertisers across than 11 years (1992-2003). Later, as technical advisor CNN-IBN. the country. at ZenithOptimedia Indonesia (a media start up), he In his new role, Venkatraman Earlier, Natekar was revenue head and chief marketing developed a team of 25 people who were well versed in will be responsible for the officer, Big Adda. He was also with Turner International for media. He has also worked for CNBC (2003-04) Singapore strategic, financial and operational more than five years, working as ad sales head, West and in the sales function, handling the Southeast Asian region. management of the channel. Prior to North, HBO. He started his career with Bennett Coleman this, he was responsible for handling & Company (Response), subsequently moving to SET Max. > Sanjay Kacker has been the marketing operations of existing and upcoming IBN appointed as senior vice- channels, as well as managing IBN Focus. > Mahesh Nambiar has been appointed sales director, president by Celsius, an event With more than 19 years of experience, Venkatraman has India, The Economist. He will be based in Mumbai. marketing company which is a been associated with the India Today Group and Zee Network. Earlier, he was vice-president, sales, MSM (erstwhile strategic business unit of Mudra He is a graduate in public administration and also holds Sony Entertainment TV). During his five year stint at the Max. Earlier, Kacker was director, management qualifications from IIM Bangalore and Harvard organisation, he was heading all-India sales for AXN. sales, Touchwood Entertainment. Business School. At The Economist, Nambiar’s mandate is to increase the Kacker will head Celsius > Sameer Rao, executive vice-president and general market share in the domestic magazine ad space and to and will be based in Delhi. He manager, STAR Gold has put in his papers at the organisation. use his expertise to develop the international ad market will also handle new business Rao will join Vidhu Vinod Chopra’s production company as as well. development initiatives for Mudra chief executive officer. Rao will look after the business side of Nambiar has also worked for STAR India for seven Max. Kacker will report to Anurag Gupta, chief strategy production in the company. years as senior manager. Besides, he was assistant officer, Mudra Max and will also work closely with the A chartered accountant with a degree in business manager, Indian and Eastern Engineers (Verve & Interiors other unit heads of the organisation. management, Rao began his career in accounting in Arthur India) for a little more than two years and worked as an Kacker comes with 18 years of experience in this field Andersen & Co. He then worked for UBS AG for three executive at Bennett, Coleman. and has worked with Percept, Concept Communications and Pressman Advertising. He was responsible for the creation of Brand and Consumer Promotion’ for LG and X DIGITAL Mindshare Interaction China for a year, where he handled Box 360 during the ICC World Cup 2003 and 2007. clients such as Nike and Ford. At Maxus Interaction, Singh For the record, Celsius offers integrated event > Geetanjali Sharma, group account director, Tribal handled digital marketing for advertisers such as Nokia, solutions and provides clients with services such as DDB India, is set to join digital agency, Solutions Digitas as Hero Honda, Seagram and Perfetti Van Melle. designing branded experiences and creating thematic business director. Based in the Tribal DDB New Delhi office, programmes. Sharma managed the accounts of Wrigley’s Orbit and Honda > Subhomoy Sengupta, Motorcycles. She has about 10 years of work experience creative head, digital, Rediffusion in the digital space. Of that, she has spent four years with Y&R has quit after spending eight Tribal DDB. Prior to that, she was with online jobs portal, months in the agency. He may start ADVERTISING Monster.com, as account manager. his own digital media consultancy. Sengupta has about 15 years > Jaideep Mahajan, creative > RP Singh has joined Starcom MediaVest Group (SMG) of experience in the traditional and head (Airtel and LG accounts), as regional communications director. Singh will be based digital advertising space. Of that, Rediffusion Y&R has joined JWT in Singapore. Prior to this, Singh was working with Maxus he has spent 12 years in traditional as vice-president and executive Interaction, the digital agency of GroupM, as business advertising, working with agencies creative director. He is based in director, Maxus Interaction. such as Contract, JWT, Leo Burnett JWT’s Delhi office and will report to Singh has about nine years and Ogilvy. Adrian Miller, chief creative officer. of experience in the industry. He He switched to the digital side in 2007, when Interactive In 1995, Mahajan obtained a started his career in 2001 with Avenues roped him in from Ogilvy as its national creative bachelor’s degree in fine arts from King Infotech Software Solutions, director. At Interactive Avenues, he created campaigns for the College of Art (Delhi) and went a software development company. brands such as NIIT, Sony and Travelocity.com. Rediffusion on to complete the Surface Designing In 2004, he joined StudioSmile as Y&R was the second advertising agency where Sengupta Program from the National Institute a project consultant. He moved worked on the digital side of the advertising business. of Fashion Technology (Delhi). Soon after, he worked as to GroupM in March 2005, when There, he looked after the digital marketing of brands such textile designer with fashion designer Satya Paul. Mahajan’s Interaction was just being set up. as Airtel and SBI. foray into the advertising industry began in 1996 when he In 2008, Singh was transferred to joined FCB Ulka as junior art director. In 1997, Mahajan moved to McCann Erickson as art director and in 2000, he joined Contract Advertising as creative group head. In 2003, MARKETING St. Stephen’s College and holds he moved to Kuala Lumpur, Malaysia, to join Leo Burnett/Arc a management degree from IIM Worldwide as senior art director. In 2007 he joined McCann > Pradeep Shrivastava, former chief marketing officer, Ahmedabad. Erickson, Kuala Lumpur, as creative group head. His most Idea Cellular moves to Videocon Telecommunications. He Prior to joining Idea Cellular, he recent tenure at Rediffusion, Delhi as creative head began in left Idea Cellular earlier this year, after spending more than has worked with Hindustan Lever 2008 and it was here that Mahajan worked on brands such as eight years at the organisation. Shrivastava will work in and Lintas. During his tenure at Bharti Airtel and LG. the capacity of director, operations, for Videocon’s telecom Idea Cellular, a communication- In the past, he has worked on brands such as HM ventures. It is also learnt that the position was created for related highlight was the success (Contessa Classic Car), Usha (sewing machines and fans), him. His immediate responsibility encompasses looking after of the popular What an Idea Sirjee! Lerros Garments, Microsoft, Bacardi, Coca-Cola, Motorola, all sales, service and marketing related issues for Videocon’s advertising campaign for the brand, GM, Nestle, Reckitt and Air Canada, Grand Vitara (SUV from telecom operations. Shrivastava is an alumnus of Delhi’s created by Lowe Lintas. Maruti Suzuki) and ABN-AMRO Bank’s SmartGold card.

42 afaqs! Reporter, November 16-30, 2010

 AVIS INDIA Driving Yourself The car rental company utilises the OOH space to encourage customers to drive out of their homes. By Poojya Trivedi

ar rental company, Avis India, a joint ven- ture between the East India Hotels Group C(Oberoi) and Avis Europe, has rolled out an OOH campaign to promote self-drive rental in India. Avis India launched a self-drive service in India a couple of years ago - but there was a lack of awareness about it. “Self-drive is very popu- lar globally, even in countries where population and road conditions are similar to that of India (example China). Looking at the success rate, we introduced self-drive in India a couple of years ago - but it was not well-promoted. So, beginning this year, we started promoting it,” says Raja Sood, national marketing head, Avis India. India has signed a joint marketing promotion with To create awareness and a culture for self-drive, Ford India to increase awareness about the cause. the company launched two driving tours: Magical The outdoor campaign was carried out in Deserts of Rajasthan and Himalayan Expedition, Cyber City, Gurgaon. Lift doors, wall panels, wherein interested travellers can rent an SUV at parking ramp and scrollers across six buildings `2,000-`2,500 per day. were branded. “We tried covering most touch The campaign, initiated in New Delhi, was points,” explains Sood, adding, “The campaign later introduced in Bengaluru, Chennai and targets retail customers as the focus is on the B2C Mumbai. The fleet, which consisted of only Tata retail segment.” Safari vehicles, now includes models such as Ford Apparently, the concept of self-drive is not pop- Endeavour and Mitshubishi Pajero. “There are ular in India due to poor road/traffic conditions about 30-35 cars dedicated to this,” says Sood. As a part of its marketing initiative, Avis Sood: explaining self-drive   %#>>

KBC SEASON 4 The Real Reality Situation KBC Season 4 leads the reality charts, while Bigg Boss trails behind closely, with MasterChef on STAR Plus creating its own fans. By Anushree Bhattacharyya

ctober saw four GECs - Sony, Colors, STAR Plus Oand Imagine TV - rolling out reality shows such as Kaun Banega Crorepati (KBC) Season 4, performances in the second week Bigg Boss Season 4, MasterChef after recording low ratings in the and Rakhi ka Insaaf. opening week. KBC and Bigg Boss are old for- Mona Jain, chief operating mats, in their fourth season. They officer, VivaKi Exchange, says, “It are at loggerheads at 9 PM. was clear from the very beginning MasterChef, a new concept on that MasterChef is targeted at a par- Indian TV, is aired over weekends (From left) Nayyar, Verghese, Jain: addressing the TVR game ticular segment of the audience. at 9 PM. Rakhi ka Insaaf on Imagine So, while it started at a TVR of - is slotted at 9 PM on Saturdays. Amitabh Bachchan, after a gap of is such that it develops its own con- 2.59, from the recent ratings, it can Though big money is riding few years. tent; the fate of the ratings depends be seen that the show is gradually on all these shows, KBC Season 4 Anita Nayyar, CEO, MPG, says, on the evolution of the same.” picking up.” seems to be ahead in the viewership “Usually, re-launches do not work. Nayyar believes that Bigg Boss is Varghese has an interesting race. As per TAM data (C&S 4+, However, Amitabh Bachchan sur- riding completely on the popularity observation to offer. He says, “Rakhi HSM), KBC recorded an open- prises the audience each time.” of its host, Salman Khan. Ka Insaaf’s viewership depends on ing TVR of 6.21, while Bigg Boss’ Ajit Varghese, managing direc- Both, KBC and Bigg Boss, after an sensationalism; however, too much opening episode clocked a TVR of tor, Maxus, opines, “In case of Bigg initial high, have stabilised at lower of drama could lead to a drop in the 4.83. Interestingly, KBC has made Boss, this time, the star cast is not ratings. However, both MasterChef ratings.” a comeback, with its first host, impressive. The format of the show and Rakhi Ka Insaaf improved their [email protected]

44 afaqs! Reporter, November 16-30, 2010

 AVIVA It’s About People The campaign allows people to donate their pictures on a website, which will be projected on buildings, thus reiterating Aviva’s thought that it is all about the people, not the policies. By Surina Sayal

lobal insurance company Aviva has now brought its international campaign to GIndia. The campaign - ‘You are the Big Picture’, commenced after successful launches in London, Singapore, Warsaw and Paris. It puts Aviva’s customers, employees and community at the heart of its business. The campaign will have four legs in all. To start off, landmark buildings in Mumbai and Delhi will be wrapped in Aviva’s brand colours with images of its global charity for children. This is being carried out on the Trent head- quarters in Bandra-Kurla Complex, Mumbai and the ABW Tower, IFFCO Chowk, Gurgaon between November 1-December 31. The second part will be a projection launch. One building in each city will be handed over to the public for their own moment of recogni- tion - by having their photo projected onto giant Branding of buildings is screens. For the first 2,50,000 photos donated by mem- the first of the campaign’s bers of the public (on www.youarethebigpicture. four-leg plan. com), Aviva will contribute £1 or `60 to Save the Children India, as part of Aviva’s Street to School 15-21 at the Air India Building in Mumbai and at programme. the Statesman House in Delhi. People can have eight seconds of fame here - Amanda Mackenzie, chief marketing officer, before another person’s picture comes on. Also, Aviva, says, “We know insurance isn’t just about once someone donates their picture on the web- policies and pensions; it’s about people. That’s site, they will receive an update of what time and why we’re making our customers the big picture, which date their picture will be up on the build- ing. This activity will take place during November   %2>>

<< & ' %% optimisation) and SEM (search engine “Customers are not aware that they non-group) and 5 per cent is retail marketing) to promote the website. It can get rented cars which they can volume, which the company intends Driving Yourself is encouraging B2C retail customers drive,” reveals Sood. to take to 15-20 per cent by 2012. to book through the website. The company has a fleet of about In India, the company has tie ups and inexpensive availability of driv- Until now, the company’s prima- 1200 cars, 15 per cent of which are with 350 corporate and 35 hotels ers. “Outside India, 95 per cent of ry focus was the B2B segment and dedicated to self-drive. It hopes to (including Trident and Oberoi) as the business is self-drive. However, hotels - but now, with the changing cross the 2000 car mark by 2012. well as non-group hotels such as in India, it is only 5 per cent,” Sood psyche of consumers, it has shifted For the financial year 2010-11, Hyatt and Courtyard by Mariott. tells afaqs! Reporter. Avis plans to its focus towards self-drive rentals. the marketing budget of the com- The company is into segments increase the share of this business in “Today, people are more aware - they pany is `2 crore (US$500,000). Of such as airport transfers, full day car India by at least 10 per cent. want privacy and want to explore the overall marketing budget, 30-35 rentals, chauffeur-drive, self-drive, The company, with its Gurgaon their holiday their way,” Sood says. per cent is allocated to print, 30-35 outstation tours, intra-city tours, based OOH agency Salt, used about An increase in disposable income, per cent to online (e-marketing and hotel services and long term rent- 10 lift doors, six wall panels, three improved traffic conditions and e-commerce development), 20 per outs for events and conferences. scrollers and branded them for a changes in the way the travel indus- cent to BTL (below-the-line) and In India, the company operates period of 30 days. Also, parking ramp try works have added to their benefit. OOH; and 10 per cent to various in18 cities and 47 rental locations. It branding was done and for a month, “It was more about the awareness sponsorships and partnerships. is present in metros, mini metros and 3,50,000-4,00,000 e-mailers were and the right time,” Sood explains its The company has a turnover of prominent travel destinations (Agra, sent. late-entry in India. about `89 crore ($20 million) in Jaipur and Shimla). The TG (Target Group) com- To test the issue of awareness, India and of the overall turnover, Two months back, the company prised 28-45 year old males (SEC the company conducted a research 40-45 per cent is from corporates, also launched a self-drive campaign A and A+). “Our customers are which threw up surprising results. 45 per cent from hotels (group and (promoted in print) to promote tours corporate guys who are active credit to Europe and Thailand. The print card users. 70 per cent of them have The company currently has a fleet of campaign was carried out in Mail travelled abroad,” says Sood. Today (advertorials), business maga- The company is also running a about 1,200 cars. It hopes to cross the zines, Hospitality India and Explore print campaign in select magazines the World. and has done SEO (search engine 2,000 car mark by 2012. [email protected]

46 afaqs! Reporter, November 16-30, 2010

 ENCYCLOMEDIA NETWORKS On the Prowl... The agency has tied up with South African agency, Mediamorphis to handle local clients and brand. By Surina Sayal

umbai-based creative agency media landscape as well as change the negative Encyclomedia Networks (specialising attitude towards OOH advertising by introducing Min outdoor creatives), has now tied up fresh, innovative and highly impactful ideas and with a new South African agency, Mediamorphis. solutions.” Mediamorphis, founded by Dean Kopelowitz She adds that the South African market is and Kirsty Goldstein, has, in fact, been formed to starved for new ideas; billboards are now being handle local clients and brands, taking on work installed upside down just to get some kind of only for Encyclomedia Networks. advertising is seen and show South The agency has already established African brands how effective and JVs with agencies in several countries. impactful OOH advertising can be. Mediamorphis’ main role will Manik compares, “The South involve marketing and sales, while African outdoor market is much Encyclomedia will provide the strat- more mature as compared to the egy, design and production of the Indian one. There is standardisa- campaigns. tion. For instance, if I’m given a Discussing how the development media plan in India for 10 cities, I’ll took place, Mukesh Manik, man- be given 50 different hoarding sizes, in-charge, Encyclomedia Networks, while in South Africa, there will be says, that about three years ago, a maximum of 10 different sizes. Encyclomedia Networks was looking (From left) Manik, Goldstein and Kopelowitz: expressing their views There’s also not much fragmentation to associate with Shaun Rosen and - as is the case with Indian outdoor.” June Rosen of South Africa based digital agency response from the viewer. He shares that a number of new media for- Mobiclicks. She further adds, “Mediamorphis works mats are being looked at in South Africa. For “While that didn’t work out, they put us in very closely with Encyclomedia in solving the instance, a company called Primedia is exploring touch with Dean Kopelowitz and Kirsty Goldstein. problems experienced by brands. We provide washroom door advertising, offering brands more This new agency, Metamorphis, has been formed Encyclomedia with the necessary knowledge of than 3000 washroom doors across cities such as to handle local clients and brands and will only the client and its role in the local market, and pro- Johannesburg. take on work for Encyclomedia Networks. This vide them with information regarding the South About the expansion of the agency, Dean arrangement is different from our other tie ups African culture. Encyclomedia then presents us Kopelowitz, co-founder, Mediamorphis, says, as this is not under the Encyclomedia banner,” OOH solutions that help our clients solve any “At the moment, we are concentrating on the he says. and all of their problems. South African market but in the near future, we Discussing the South African outdoor mar- “With 11 official languages and a whole rain- will consider opportunities in the other African ket, Kirsty Goldstein, co-founder, Mediamorphis, bow nation, we have no doubt that together, countries.” says, “We have seen that clients are getting frus- Mediamorphis and Encyclomedia can provide For now, Mediamorphis handles clients such trated with the current OOH solutions being the best solutions to any problems presented as Brenner Mills, a leading food brand in SA and provided as they are ineffective and unimagina- our way.” DStv, a television guide network. tive. We at Mediamorphis hope to change the Mediamorphis aims to reinvent the way OOH [email protected]

<< & ' %# to aid their education. Aviva’s Great convened for the first time at the promise of ‘No one recognises you Wall of Education 2010 will take London launch in October 2010. like Aviva’. At Aviva, our primary It’s About People place from November 11-14 in The panel will be chaired by objective is to provide ‘prosperity Delhi and between December 2-5 Philip Coggan, capital markets edi- and peace of mind’ to our custom- putting a spotlight on them and our in Mumbai. tor, The Economist; and includes ers. The global campaign celebrates people.” The fourth and final part of Rama Bijapurkar, leader in mar- the small human touches that we She adds that ‘You are the Big the campaign will be the ‘Future ket strategy and consumer relation know can make a big difference to Picture’ tells the stories of how Aviva Prosperity Panel’. Aviva is look- issues. The panel will take a different our customers, employees and the provided help and support to people community.” when they needed it most. “Putting The global campaign was con- customers at the heart of everything, The initiative, ‘You are the Big Picture’ is ceptualised in the UK by the brand’s we do not only make sense for them, in line with Aviva’s brand promise - No agency, BBDO, along with Aviva. it makes good commercial sense, The company also plans to take this too,” she says. one recognises you like Aviva. campaign to the US, after India. As part of the third leg, Aviva will The initiative and website are build on the success of Aviva’s Great ing at the big picture on the major look at the role of individuals, busi- being promoted via print ads in pub- Wall of Education 2009, which is a global financial issues of tomorrow ness and policymakers in improving lications such as The Times of India, city wide book donation movement with the Future Prosperity Panel, future global prosperity. Next year, a Mint and The Economic Times. in Delhi and Mumbai, in November comprising nine leading experts report on the same shall be launched. Outdoor will include hoardings and and December. in behaviour change, economics Gaurav Rajput, associate director, building wraps. Digital campaigns The donated books will be hand- and policy, in partnership with the marketing, Aviva India, says, “The will drive traffic to the initiative. ed over to underprivileged children Economist Intelligence Unit, which initiative is in line with Aviva’s brand [email protected]

48 afaqs! Reporter, November 16-30, 2010

  UTV MOVIES Living it up, Flimy Style The Hindi movie channel conducted the second phase of campaign to promote its new tagline, Jeeyo Bollywood, and managed to reach one crore people in 42 cities. By Poojya Trivedi

TV Movies, the Hindi movie channel owned by the UTV Ugroup, recently rolled out on-ground activities to promote its 8 pm slot. The campaign aims to cre- ate awareness about the brand’s new tagline, Jeeyo Bollywood and establish the 8 Baje Mehfil Saje slot as the time when the channel showcases its best content offerings. The first leg of the campaign - which was conducted in nine cities The campaign was to - was rolled out in June to celebrate the re-branding exercise undertaken establish the 8 PM by UTV. The recent second phase of slot and new tagline. the brand campaign aimed at engag- ing consumers in 42 cities in Hindi speaking The month-long campaign was promoted Bollywood scenes for a minute. markets. Kunal Mukherjee, head - marketing, through Auto Bhopu (loudspeaker) announce- In malls across nine cities, a similar activ- UTV Movies, says, “We wanted to connect with ments, mall promotions and feet-on-street ity was conducted. The channel also tied up our consumers across Hindi speaking markets activities. The activity began across 23 cities with dandiya festivals in Ahmedabad, Surat and and engage them through a series of on-ground with auto rickshaws carrying bhopus (loudspeak- Baroda. To create a buzz around the campaign, activities.” ers). The canopy of rickshaw was branded with the channel put up hoardings at 119 sites in 75 With the second edition of the campaign, the a of UTV Movies banner. The auto rickshaw towns. movie channel is aiming to reach the audience travelled across high-traffic locations, playing With this activity, UTV Movies managed in mini-metros. To connect the users with the customised audio promos of UTV Movies. to reach over one crore people from 42 cit- Hindi movie channel and promote the tagline, The feet-on-street activity took off simul- ies. Ambika Sharma, COO, Jagran Solutions, experiential marketing agency, Jagran Solutions taneously across 42 cities, where a team of comments, “The response to the on-ground structured an activity that allows individuals promoters and emcee travelled to high-traffic activities clearly shows the effectiveness of the to enact their favourite movie moments from locations in a van. The team masqueraded campaign, as well as that of the medium.” Bollywood. For this, the agency used Jeeyo as a movie casting crew with directors and The campaign will soon enter the third Bollywood props as an integral part of the setup, spot boys. It engaged people by inviting them stage as it is extended into the markets of thereby creating the experience of, literally, liv- to rotate the spin-o-wheel - the Bollywood Maharashtra. ing the movie-moment. Talent Chakra prop and enact their favourite [email protected]

<< & ' (! Colors also launched its new << & ' (! Nikhil Rangnekar, executive property, Pratha on mid-November director, India-West, says, “Since at 7:30 PM. The show is produced the event was short, there was not Pushing...by Spellbound and Walkwater Say Hello... enough to sell. Had it been long, Media and runs on weekdays. maybe it could be monetised.” ming, the rates could just soar to For the record, in the 6-7 PM involved with the US and Obama There was not much change in `15,000-20,000, depending on the time slot for the period October than the Hindi news audience. the November 6 and November performance. 24-30 (according to TAM Media There was a basic difference in the 8 viewership figures in both the However, this does not mean Research), the average share of psychographics of the two audience genres. In the English news genre, that the move is risk- STAR Plus was 11.5 sets, wherein the regional viewers November 6 captured a 2.2 market free. The GECs per cent, while Sony were more pragmatic.” share, as against the 2.6 per cent While it will surely had 7 per cent average Regarding the 7-11 PM prime- market share it had grabbed in the pull in more viewers currently claim share, Colors had 5.5 time viewership, aMap data (C&S previous week (October 30). early into the channel per cent; Zee had 4.3 15+, top six metros) reveals that, For November 8, it was 2.3 per and help in content an airtime rate per cent. November 7 witnessed the maxi- cent market share, versus the 2.1 per sampling, the channel of `7,000- In the 7-8 PM mum upsurge in both English and cent it had grabbed in the previous will have to constant- slot during the same Hindi news genres. Within the week (November 1). ly measure the risks. 10,000 per period, the average English news genre, the day saw a In the Hindi genre, November 6 “This is because tel- share of STAR Plus 44 per cent jump in its market share remained constant, with its market evision content is an 10 sec in the was 23.1 per cent, over the previous Sunday (October share at 4.6 per cent, compared to extremely perish- Colors had 5.2 per 31), while the same in Hindi was 25 the previous week (October 30). For able commodity. 6-7PM slot. cent, Zee had 7.4 per per cent. November 8, it was down to 3.7 per Therefore, if it does cent, while Sony gar- Natarajan states that while the cent market share, as against the 4.3 not excite the viewers, they may nered an average share of 3.6 per inventory was expected to go up by per cent market share grabbed in the decide not to stick on to the chan- cent. a bit, “it had totally exceeded our previous week (November 1). nel,” says Mishra. [email protected] expectations”. [email protected]

50 afaqs! Reporter, November 16-30, 2010

 

SAMBAD An Innovation a day Sambad, the most widely read newspaper in Orissa ran a month-long innovative campaign in September to engage its readers and drive circulation figures. By Ankit Bhatnagar

o commemorate it’s 26th anniver- photographs published in the newspaper sary, Sambad, the Oriya language the next day. The bumper prize winner was T newspaper daily that has eight edi- awarded a cash prize of ` One lakh. tions across the state, did an innovative “Interactivity is the new buzz word. We campaign “30 days, 30 changes.” had set up an SMS contest where readers The innovation was preceded by a teaser would spot the change and SMS it to us. campaign highlighting ‘time for change,’ as We got around a lakh SMS in a month,” the theme. The campaign revolved around says Monica Nayyar Patnaik, Joint MD of innovation and interactivity. Eastern Media Ltd, owners of the daily. Every day of the campaign, the news- Talking about the difficulties faced while paper carried a change in its editorial implementing the campaign, Nayyar says, content, which later became a permanent “It (the campaign) was a difficult thing. To feature. In other words, 30 permanent carry on with the ideas and implementing changes were introduced to the paper’s them each day was a little difficult because look over a month long period. Sambad has eight different editions across Bringing in the element of interac- the state. Some of the content had to be tivity, the newspaper urged its readers different for different editions.” to locate the changes in the newspaper The editor of the newspaper opines and SMS the replies. “We ran the cam- that,“apart from engaging with its read- paign to test waters and gauge readers’ ers, the campaign aimed at quelling the response. Sambad brought in the new look journalism in Orissa market. With this innovation we wanted to engage with our Topsy-turvy: Sambad’s swivelled page readers,” says Saumya Ranjan Patnaik, Editor, Sambad. notion that newspapers have no space for Some of the changes that the developmental and positive news. Force of newspaper’s content witnessed through the habit is so strong that any change is met campaign were: adding a cartoon strip on with resistance.” the edit page, making the daily astrologi- The Oriya daily which has a total cal forecast pictorial and thus much more readership of over 62 lacs and about 40 per appealing, carrying a section called Bhalo cent market share, aims at capturing half Khabar – profiling common people from the market. “We want our market share across the state, doing extraordinary work. to go up to 50 per cent in a year’s time,” Out of all replies received through SMS, Ranjan says. 30 innovations is certainly a three winners were selected every day, good way to start on that route, it seems. awarded a cash prize of `1,000 and their Driving change: Nayyar Patnaik [email protected]

52 afaqs! Reporter, November 16-30, 2010

SPECIAL INVESTMENT REGIONS      

Competent real-estate prices coupled with increasing urbanisation make Gujarat a lucrative market for retail trade.

ujarat is booming and of malls in the state. Many so is its retail sector. real estate companies tested GThe state’s retail mar- markets in markets in Gujarat ket is growing leaps and bounds and then expanded nationwide. every year. “The retail sector Raymond, for example, started in the state is estimated to be about US $20 billion and is grow- in Ahmedabad before entering ing at the rate of 8 to 9 per markets like Mumbai and Pune. cent per annum. This is almost With rapid industrialisation 4.5 per cent of the total Indian and less dependence on agri- retail market,” said Purnendu culture, growth in infrastructure Kumar, Associate Vice President is helping the people in Gujarat (Retail and Consumer Goods), to get better jobs. There are Technopak Advisors. lot of industrial clusters being Retail sector is one of the developed, which will help fastest growing and is one of the growing retail and especially most promising sectors in the modern retailers and brands. Indian economy. From the market point of view, Gujarat, which has a strong Gujarat is attractive though from middle class population and one purchasing power, from dispos- of the highest per capita GDP, able income point of view, it is now becoming a preferred is one of the toughest markets destination for the organised in retail to crack. Consumers retail sector. Gujarat’s state in Gujarat are extremely price- GDP is rising upward of 10 per conscious. The middle class and cent, more than the national even higher classes are value- GDP. It is also one of the most driven. Selling the products in progressive states. “In terms other markets, selling it at the of per capita income, in terms same price-point in Gujarat is dif- out compared to other states. R a large part in trade in Gujarat. This is because of growth in Looking at some of the bigger various sectors, upgrade in the   !"#$% cities in the state like Ahmedabad quality of life, increased sala- & '' () ries, increased aspirations & !$$ &  the customers is not very dif- in people,” said Gautam ferent from that in metros. A lot Chemburkar, Partner, KPMG. $' % many young people are coming The boom in retail sector is evi-   ) out, they spend a lot of money dent with the spurt in number buying consumer goods, white

54 afaqs! Reporter, November 16-30, 2010    

goods. “For retail perspective, RETAIL TRADE IN INDIA AND SOUTH EAST ASIA '$ $ COUNTRIES ORGANISED (IN %) UNORGANISED (IN %) watch out for,” Chemburkar said. !$(* A lot of industry experts INDIA 2 98  '%'' feel that Gujarat is unique in CHINA 20 80 the sense that the concept of  *&, inclusive growth that the govern- SOUTH KOREA 15 85 (,+ % ment keeps talking about is far INDONESIA 25 75 ( & *+( more visible here as compared PHILIPPINES 35 65 to other states. Wealth being % created in the richer pockets of Thailand 40 60 $ &   ' Gujarat percolates down for the Malaysia 50 50 ) general upliftment of the state’s economy. Source: Crisil “With Delhi Mumbai Industrial Corridor (DMIC) happening, one as diamonds, chemicals, petro- people migrate from rural areas, kind of entrepreneurial activities, can see a lot more activity hap- chemicals and pharma. The cost people migrate from rural areas supporting small and medium pening in the state of Gujarat of labour is also very competi- in search of jobs and jobs are enterprises to come up and on account of that. The state tive, which along with impressive created because of increased is organising all unorganised authorities give huge impetus for infrastructure adds to the overall investment. In that sense Gujarat sectors. All of these things are productivity of the state. is very well placed. being done because of political Looking at the middle-class, Though, the retail sector is stability that prevails in the state. '  Gujarat is witnessing increas- very lucrative in terms of invest- “The government has been ing movement from family-run ments, a lot more needs to be very supportive of the industries,  ' *!  enterprises to professional work done. With organised retail con- which makes it one of the fastest (%$ & forces. This is also a critical fac- stituting only two to three percent growing state in the country,” ($ tor in the growth of the market. of the total Indian retail trade, the said Kumar of Technopak. Gujarat is one of the most country offers a huge potential Gujarat has witnessed an  '$ urbanised states in the country for growth. impressive agricultural growth in !+ $,) with nearly 40 percent of popula- The Indian government can !"  tion residing in urban areas. This aim to increase the availability the sector is expected to do ! of specialised courses like retail even better, which would there- &, !! the growth of industry. management in the education by increase the rural purchasing + ') There are two growth system. This can go a long power, providing a good oppor- drivers for retail in any market way in addressing the issue tunity for rural retail business. one is real estate and the other of lack of quality manpower in With the state government’s pro- the state administration. is the presence of urban centres. retail trade and allied industries. fressive initiatives, Gujarat could Also in terms of bureacracy, Looking at Gujarat’s position at This will also help the govern- lead the way in tapping the great Gujarat is much more posi- both these points, real estate ment in achieving the objective Indian retail opportunity. tive, it is not bound much by prices as compared to the rest of employment generation and polity. Industry experts and social of the country, particularly the social upliftment. commentators feel that the state urban centres are still very com- To ensure the rapid growth of government functions lakin to a petent. That’s one big advantage the industry, the Indian govern- corporate entity. for the state, according to retail ment should also ensure a The people of Gujarat are industry experts. The level of better supply chain infra- globally recognised as highly urbanisation is very high in the structure by increasing the entrepreneurial and industrious. state because of the overall linkage between farmers The risk taking ability, along development, they said. and retailers. with the mature level of com- Urban pockets are expanding The state government mercial knowledge, has made very quickly, there is investment is highly supportive in the state the fountainhead of happening. So all of this from Gujarat, it has been doing new enterprises. The labour a overall macro perspective everything it can, to boost force in Gujarat is reasonably makes Gujarat very attractive. spending power. The govern- skilled in various areas such Urbanisation happens when ment is encouraging almost all

afaqs! Reporter, November 16-30, 2010 55  

Presenting afaqs! Reporter blogs: Get insights and fun picks from our renowned panel. Meet the Chopras What would happen if you really ran into an ‘ideal family’ as so often portrayed in advertising? How much would you actually empathise with them? The following story is (thankfully) a fictional account of such an event...

reached at around 7.30 PM and knocked on and deliciously judicious choice of words. an infinitely imposing door. There was a Occasionally, from the depths of the kindness Igold knocker set against an elegantly chiseled of his heart, he paused, either to let me get a word wooden frame that instantly made me feel ‘lower in edgeways or come up for air. middle class’. The knocking itself was a muted He magnanimously offered to let me take over elegant thudding, like the sound you hear when from where he left off, but I confessed that it was

the door of a Mercedes-Benz is shut with loving all ‘Greek and Latin’ to me. FOTOCORP care. I wasn’t sure about whether my presence He kindly shrugged his gym developed shoul- VINAY KANCHAN had been announced when the door opened ders and asked if I would much rather talk about Independent ideation consultant and trainer noiselessly. quantum physics or the practical applications There was a resounding crash as my jaw of third degree derivatives in car pistons, but I dropped to the floor when my eyes fell on the remarked that the day had drained me completely Rahul was already topping his school in aca- insides of what seemed like an urban palace. It of all desire to do anything other than retire with demics and was amazingly physically gifted. He was an abode sculpted to perfection, with the lat- quiet dignity, if there was still such a possibility. challenged me to a bout of arm wrestling (Daddy’s est high technology gadgetry tastefully combined “How would you like to meet the family?” he boy) and, much to my surprise, beat me. with heritage antiques that made you instantly asked with disgustingly infectious enthusiasm. I weakly remarked that I was only encourag- think a million times about venturing to invite Given that I was at his home, there was little ing the child and the entire family had the same the residents home for a return visit. chance of refusing. kindly smile on their face. “Hey, how have you been?” queried the com- First, there was Radhika, his curvaceously Then, as I was trying to pick Vikram’s brains manding baritone of Vikram Chopra. crafted wife. I envied him even more when she on some business issue that involved a frightful My host, Vikram, who had schooled with me, glided into the room in a manner that seemed to lot of numbers, Rahul popped up again from had founded his own IT firm and was doing so suggest that she was an elf. behind the cushion and solved it, under the dot- well that he was in line for the Entrepreneur of She had a degree in management studies from ing eyes of his parents. the Year award. Harvard and was also an international level swim- Dinner was something that involved food One look at him made me feel that I should mer, tipped to do great things at those games of from another dimension. have paid more attention to what I had chosen the five ring types, before she decided to give it a There was every type of world cuisine on to wear. Everything that he had chosen to adorn rest for a while in favour of starting a top-notch offer, topped with a spread of desserts. Radhika himself with seemed to be art directed by one of consultancy and devoting some time to the fam- and he, Vikram proudly said, had put all of this, the Madison Avenue types. You couldn’t pick a ily. Rumour had it that every business channel together in just about 45 minutes. fault even with an auditor’s eye. worth their salt was trying to rope her in as an Given the way the rest of the evening had Vikram was always the best at what he did. He anchor. gone, there was no reason to disbelieve him. was school captain in almost every sport there Even their romance had been the stuff block- “Do you cook?” was, except in places where due to gender issues, buster movies were based on. They had got “No,” I replied, knowing that a censure was he could not participate. He topped the school in married, exchanging vows in the middle of a bun- on the way. academics as well, was great at theatre and public gee jump, and came up as man and wife. “You must, it’s an expression of the modern speaking and was highly competitive at all these The innocent priest, who had been told that man,” concluded Vikram, to which I replied that things. ‘it was just routine’, still lies in an intensive care while I couldn’t cook, I sure could eat. I used to hate his guts... unit somewhere... Strangely, however, my appetite was sub- “Care for some arm wrestling sport?” he “Ah!” she said, flashing a smile that seemed to dued even considering the fantastic spread. It all enquired with a demonic twinkle. brighten the room, “How have you been? It’s so seemed so tasteless and the whole environment of It was, as it had always been, a no contest. He nice to see you again.” perfection seemed so intimidating. won in two seconds flat. I murmured that the feeling was mutual and The time before I departed were the slowest “Never mind, I’ve been in training for a bit, proceeded to ask how things were with her, twenty minutes of my life. want to run the marathon this year and need to which, I realised instantly, was a mistake. Every second seemed straight out of an art film shave ten minutes off my timing from last year,” She modestly replied that if all went according shot in super slow motion and in a language you he said, by way of trying to soften the impact of to plan, the United Nations would take up some did not understand. yet another defeat, only making me intensely of her proposals to solve the famine problems of Finally, I managed to squeeze in a request that aware of my sheer lack of athletic prowess. Africa and that she had passed her test and was I should be going. He then proceeded to analyse the philosophi- now a fifth degree black belt in judo. “When will we see you again?” asked Vikram, cal works of all the great masters, quoting liberally She even graciously offered to teach me if I as he firmly shook me out of the cinemascopic from them, albeit at all times in Latin and strictly was interested, but I remarked that I was a beaten ordeal. calling on them only in alphabetical order. man already. “Well, the world is round and our paths I was utterly mesmerised by the sheer depth Just then Rahul walked in, all of seven years should cross really soon,” I remarked. of his knowledge, his impeccably flawless speech old. And then I dashed for the airport.

56 afaqs! Reporter, November 16-30, 2010

   WHO? 2010 afaqs! to relaunch WHO? The four new categories included are BTL-Events, Digital media, Public Relations and Production which will eventually make the search easier. News Bureau

his year afaqs! is coming with the WHO? After the second WHO? was published in edition yet again. 2005, it was believed that there would be no T This year’s edition has expanded the need to come out with future editions, because number of categories, doubling to eight from the landscape of marketing was expected to the previous edition’s four. The four new go through a sea change with the arrival of categories included are BTL-Events, Digital networking and social sites on the horizon. media, Public Relations and Production which While the expected did happen, which made will eventually make the search easier. Working compilation and verification of a lot of data for the new edition was not an easy task and easier for this edition, afaqs! continued to it threw up its own set of challenges. As the receive strong and persistent queries for the industry could no longer be easily categorised directory over the years, especially for people into convenient sections like advertising, media in ad sales, or people who moved to the and marketing. industry from other sectors. A listing such as Prasanna Singh, COO, afaqs! says, “With this continues to be a very useful resource to get every passing edition, newer categories have a grip on the people who matter. emerged and earned the right to be seen as Thus afaqs! finally decided to produce a separate disciplines in their own right. Even special edition in 2010 to meet that need. The the established categories continued to evolve plan is to monitor response to this edition, further.” before deciding on any future editions. But with Singh adds, “In addition to all these, this year the plan to make the database online with the we plan to come out with the online version advantage of regular updates and corrections, of the core product, which will be updated Singh feels that this year’s edition will serve as throughout the year. We are also planning to a starting point for providing a quality source of execute another plan where, the directory can information on the movers and shakers of the be downloaded on mobile devices through a industry for a long time to come. special application.” [email protected]

<< & ' (A “By and large, Telugu. As we go forward we might launch news television is a dif- channels in others markets as and when the time Thinking inside... is right,” says Venkat of Eenadu. ferent animal from Having a print and broadcast presence gives Readers can associate with a local medium better. print - and the the brand more marketing clout and help get For them, it’s an Oriya channel – and that is not entrants need to be clients that it didn’t have when it was a newspaper. something which they cannot associate with,” says cognizant of that.” FMCG brands prefer TV to print. That is one Monica Nayyar-Patnaik, joint managing director, SANDEEP LAKHINA, chunk, the new TV channels can look forward to. Eastern Media. The Bhubaneswar-based publisher STARCOM Moreover, regional print publications have a long of Sambad newspaper got into the television space WORLDWIDE list of retailers as advertisers. With a TV channel, with Kanak TV last year. they can tempt them to go in for a TV ad too. Then there is the attractive revenue-garnering THE ROUGH AND THE SMOOTH So, what makes a news publication get into proposition. Anandabazar Patrika’s revenues went he entry cost of setting up a TV news business other genres than news space? Saam Marathi (a up from around Rs 350 crore to Rs 800 crore in Tis not very high. One could set up a region Sakal venture) is a GEC whereas, Zoom (The the seven years after it branched out to TV (Rs specific news channel with the upfront cost of Rs Times of India venture) is a Bollywood channel. 200-220 crore came from the TV business). 30-40 crore. Also, there is the synergy factor. A But most of the channels launched today are It is certainly not a cakewalk. However, running newspaper is editorially well-equipped to run a news channels unlike 15 years ago when Eeenadu a channel can prove quite difficult. A new channel news channel. went ahead for a mix of news and entertainment has to spend a huge amount of money in carriage For Sambad, being in the business of news and possibly because the concept of news channels fees. Besides, many of the TV channels felt the with the reporting team in place, helped give the works much better now than earlier. “When need to have a separate reporting team for TV and much-needed initial push. Says Nayyar-Patnaik, we enetered the television space, the concept of print except for the occasional use of a common “The initial overlap of resources (manpower or separate news channels didn’t exist. And we were stringer team. So, the synergy may be elusive. infrastructure) gave us the confidence to kick-start clear to keep it as an infotainment channel. We Newspaper brands can leverage their the television business.” have a dedicated news channel called ETV2 in ‘journalistic’ heritage and some assets for television “Print publishers enter the television news but ,“By and large, television is a different animal space because they already have the infrastructure from print - and the entrants need to be cognizant and resources in place. It’s a collateral extension Having a print and broad- of that,” warns Lakhina. True, but as long as the to other platforms. Today, every media house has temptation of growth is greater than the fear of to think media-neutral. Most importantly, news cast presence gives the failure, the crossover from one medium to the being their (print dailies) core area of expertise other will continue. helps push the channel better,” says Punitha brand more marketing [email protected] Arumugam, group CEO, Madison Media. clout and clients. with inputs from Anushree Bhattacharyya

58 afaqs! Reporter, November 16-30, 2010

 

<< & ' (% hands off experience in Digital Design – Websites, Online Organization Name: Fundoodata. Campaigns etc. of over 7 years, com JOBSWITCH thorough understanding of Position: Sales Manager - digital medium and the ability Corporate Sales to generate & visualize ideas Location: Noida Organization Name: Mudra quickly, manage creative projects Profile: The person would be Communications and translate servicing briefs responsible to strategise, plan & Position: Director Brand into creative strategies for online execute the strategy for Corporate Communications Planning media. Sales. Target focus person is needed Location: Bangalore Account Director: The candidate for this position. Profile: The candidate needs will be responsible for successful Email: [email protected] to have an agency planning development & implementation ...... experience (over 6years). She/ He of both global & local client will be responsible for Leading campaigns, identifying & progress Organization Name: JWT and conducting investigation strategic development & new Mindset and strategy development, business opportunities with Position: Account Supervisor working collaboratively with a clients,work with the MRM Team Location: Hyderabad multidisciplinary team to develop to ensure leverage and appropriate Profile: The successful candidate creative briefs and marketing application of guidance for Global will cultivate and nurture strong plans, Utilizing a blend of initiatives. At least 6 years Direct working relationships with clients, analytical and intuitive skills in Marketing/CRM/marketing develop effective marketing assessing primary and secondary experience within an Agency or strategies, plan and execute research and data, Evaluating the the Client side is desired. campaigns, analyze campaign effects of communications in the Email: manoj.mansukhani@ performance, and develop the marketplace; weaving together mccann.com business. A minimum of 4-5 years insights and analyses to create a ...... in handling national accounts in a single-minded proposition for reputed/national advertising agency creativity and Monitoring cultural Organization Name: Bennett, with a MBA degree/diploma is and social trends relevant to client Coleman & Co Limited desired. business. Position: Copywriter Email: mildredmurray@mindset. Email: srinivas.chandar@mudra. Location: Mumbai co.in, [email protected] com Profile: The applicant should have ...... excellent command over the English language and expert writing skills, Organization Name: Goldmine Organization Name: Jawed Habib editing and proof reading abilities. Advertising Limited Hair & Beauty Ltd She/ He will have to develop highly Position: BTL Head Position: Art Director/ Visualizer effective, original and targeted Location: Mumbai Location: Noida marketing copy, deliver within Profile: The successful candidate Profile: Art Director should have short time frames and write concise, will independently handle the BTL excellent work portfolio to show 5 attention grabbing and hard-hitting division and will be responsible to 10 years of experience from any copy that puts the message across. for supervising, managing and ad agency of repute with academic The applicant should have a Post- coordinating all business, marketing, training at a reputed institute. Graduation Degree/ Diploma in designing, operational and technical She/he will be responsible for Mass Communication with 2-5 aspects of BTL division. She/ He visualization of Ads, Promotional years of advertising experience should have a Degree/ Advance Material, and Website Design etc. and exposure to writing print Diploma in Mass Communication, Copywriter will have to write promotional materials, online web Business/ Marketing Management copies for Ads, Promotional content, press releases, copy to assist and at least 8 years of agency Literature, Website, Ad Film advertising and marketing efforts, experience in BTL field. scripting etc. She/ he should also etc. Email: [email protected] be good at concept development Email: linette.fonseca@timesgroup...... and should have academic training com at a reputed institute like MICA, ...... Organization Name: Beyond Lintas Ad School, etc. Beisdes, Advertising Private Limited. she/he should have excellent Organization Name: Xebec Position: Art Director work portfolio to show and be Communications Private Limited & Location: Mumbai willing to sit for copy test. 5 years Xebec e-Media Technologies Profile: Art Director will lead the experienced from any ad agency of Position: General Manager - Client creative team of Visualisers and To advertise, contact: repute is desired. Servicing Copywriters to develop and manage Email: recruitment@jawedhabib. Location: Mumbai a brand and will be responsible Neha Arora co.in Profile: The applicant should have for conceptualizing and designing Ph: 0120 4077866 ...... minimum 7 years of ad agency visual communication for brands, email: [email protected] experience, working at Client executing ideas into all forms of Organization Name: MRM Servicing profile, besides having visual communication media, Tejal Kantharia Ph: 022-40429708, 09619442284 Worldwide knowledge about various verticals planning, managing and leading email: [email protected] Position: Art Director and Account i.e. Print, TV, Radio, Outdoor etc. projects like Photography, Print Director She/ He needs to have Excellent and Production along with the To view other jobs in Marketing, Location: Mumbai Communication skills and prior production team & presenting Media and Advertising, log on to: Profile: Art Director: The experience of managing a team. creative to the Top Executives / http://jobs.afaqs.com applicant should have a degree in Email: [email protected]   ## art from an institute of repute, ...... >>

60 afaqs! Reporter, November 16-30, 2010

   OBITUARY Nandu Narasimhan The national creative director of Solutions Digitas is no more. News Bureau

andu Narasimhan, national Delhi working on brands such as creative director, Solutions Viva, Maltova and LML Vespa. NDigitas passed away early A four-year stint at Lowe (then morning on November 12. He Lintas) followed in 1993 handling succumbed to a heart attack and is brands such as Maruti, Xerox survived by his wife and a daughter. Casablanca, Steel Authority of India. With over two decades of expe- His next move was to TBWA India rience in advertising, Narasimhan where he stayed for two years before worked with various agencies moving back to Lowe for two more handling many significant brands. years. He joined Solutions Digitas in Narasimhan also worked with January this year, a new area of Contract Advertising and Grey work for him. Narasimhan had Advertising as creative director and then said how he was keenly look- regional creative director, respective- ing forward to explore the digital ly. In June 2006, he moved to Saatchi and integrated marketing arena as & Saatchi, which was his first stint at he took charge at the digital mar- the agency. Narasimhan then moved keting agency. to Vyas Gianetti Creative for a short Narasimhan began his career with stint, before returning to Saatchi & Tara Sinha Associates in 1989 as a Saatchi as executive creative director copywriter. Thereafter he moved to in 2008. Everest Integrated Communications, [email protected]

 

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 00 '

ASHWIN UPPAL GM - marketing, South Asia, Baskin Robbins

urrently I am reading Gone with the Wind by CMargaret Mitchell. The book is based on the life of the main character, Scarlett O’Hara, and the journey her life takes her through. The writer’s ingenious narrative of the ups and downs in Scarlett’s life, against the backdrop of Civil War, makes it an absolute literary delight. The story leaves an indelible mark on one’s mind. The most wonderful thing that reading offers to me is a peep into another world. When you pick up a book and lose yourself in it, it’s like you have transcended your present situation. This temporary escape from our routine life is of great significance when it comes to your mental health. We all have day-to-day tasks to take care of, and many times we go to bed all stressed out. Reading is a great imagination booster and it helps develop a sense of creativity. So whether you are looking for a new idea or simply a fresh design for your business, all you need to do is read. The genres I enjoy reading are history, philosophy and fiction and my favourite author is Paulo Coelho. The next book on my to-read list is Babur Nama by Zahiruddin Muhammad Babur Padshah Ghazi. I enjoy reading books on history in general, the Mughals in particular, to know more about their leadership traits and conquests around the world. As told to Surina Sayal

9 B IT’S A JUNGLE IN THERE    =  9 =    &       CB  17 C 17  n the 1980s, Steven Schussler stopped at nothing Ito make his dream of a tropical-themed restaurant come true, even turning his home into a rainforest in order to have a prototype to show potential investors. In this book, he offers would-be entrepreneurs a new way of utilising creativity to achieve their dreams and reveals the ways in which his lessons can work in larger corporations too.

SOCIALNOMICS , 9 ' & '99B 7  C 6D' 17 C. ? 

rik Qualman explores how social media is chang- Eing the way businesses produce, market and sell products; how it eliminates inefficient marketing tactics and middlemen; and how businesses are con- necting directly with their customers through popular social media platforms. This is a book for anyone who wants to understand the implications of social media, and how to tap its power to increase sales, cut marketing costs, and talk directly to consumers.

64 afaqs! Reporter, November 16-30, 2010

 

<< & ' #! of experience with Graduation/ define, develop & execute fantastic Email: hr@experiencecommerce. Post graduation in English or Mass interactive design concepts, with com communication. the highest attention to detail and ...... JOBSWITCH Art Director should have relevant quality of finish, communicate experience of 4-5 years and effectively and with conviction Organization Name: Vibgyor excellent command over creative to clients and colleagues. She/ he Brand Services Private Limited Clients while servicing the account. software including Corel Draw, should have strong conceptual Position: Business Development The applicant should be well trained Photoshop, Ilustrator, indesign, flash ability, proficient in using softwares Manager in software like Corel Draw, Adobe and HTML. like Illustrator, CorelDraw, Location: Delhi & Mumbai Photoshop, Adobe Illustrator Email: pawan.chohan@ Photoshop and Flash and 1-2 years Profile: The candidate will be and Web Designs software like gaugeadvertising.com of relevant experience. Applied art responsible for managing existing Macromedia Dream Weaver, Flash, ...... from any reputed design institute relationships effectively as well as Director, 3D Max etc. She/ He like Rachana’s, Raheja’s, Sophiya, reaching out to new clients and should have Degree /Diploma in Organization Name: WITS JJs, NID etc. is desired. offering them innovative solutions Commercial/Applied Art from a Interactive Private Limited Copy Writer will need to consult in the field of promotional and Reputed Institute and 4-8 years of Position: Senior Visualiser with sales, media and marketing experiential marketing. She/ He will experience Location: Mumbai representatives to obtain be leading a team of 2 – 3 marketing Email: [email protected] Profile: The incumbent should information on product/ service executives and give end to end ...... have the ability to develop and discuss style and length of support to clients thereby creating exceptional brand communication advertising copy. She/He will sustained and viable business Organization Name: Point Blank across all mediums and the have to explore different ideas and opportunities for the organisation. Advertising Private Limited capability of understanding client concepts for both the visual and 2-5 years in Business Development Position: Head - Account Planning requirements. She/ He should verbal elements in union with / client servicing in a field related to and Servicing have a degree/diploma in Graphic the creative team, prepare drafts BTL / Event management is desired. Location: Mumbai Design/Commercial Art/BFA with a of different initial options for the Email: [email protected] Profile: The incumbent will be minimum 2 years agency experience creative director, develop advertising ...... responsible for strengthening and an interesting portfolio across campaigns for a wide range of agency-client relations, providing mediums. Extensive knowledge of clients and work with an advertising Organization Name: Explocity strategic inputs to all teams involved, Corel draw/ Photoshop/ Illustrator/ agency’s creative director and art Private Limited ensuring smooth co-ordination Flash/ Indesign is desired. director to determine the best way Position: General Manager – with creative and other teams, Email: shilpa.somani@witsindia. to present advertising information. Business Development managing day-to-day operations of com The candidate should have 1-3 years Location: Bangalore servicing team and planning growth ...... of relevant experience Profile: The successful candidate of key accounts. She/ He should be Email: hr@experiencecommerce. will have to interact with leading Graduate/Post-graduate with at least Organization Name: com businesses in India and abroad to 7 years of relevant experience. Asymmetrique Communications ...... generate revenues for the company Email: [email protected] Pvt. Ltd. in ad sales, custom publishing and ...... Position: Copy Head Organization Name: Street Life content creation, generate ideas Location: Mumbai Advertising Pvt. Ltd. and leads and then follow these Organization Name: Span Profile: The successful candidate Position: Art Director through to completion. Knowledge Communications will be studying the brand and Location: New Delhi of content sale, advertising sales Position: Art Director its competitor’s communication Profile: The candidate will have and businesses related to the Location: Mumbai strategy, converting brand briefs to translate the creative route Into publishing industry both in print Profile: The candidate should have into relevant and effective ideas/ good looking communication. She/ and the internet is desired. MBA or Post Graduation Degree / Diploma concepts. She/ He should have He should be currently an Art equivalent. Prior experience in client in Arts, minimum experience of strong communication skills to Director with any communication servicing with leading advertising 4 - 6 years in reputed advertising translate ideas into designs and agency (ATL or BTL). Academic agencies will be an added advantage. agencies & thorough knowledge vice versa, executing ideas into pursuits in Commercial Art will be Confident personality and should be of designing software. Should be copy for all media of advertising/ acknowledged. Relevant experience able to put clients at ease. Ability to ambitious, result oriented and a communication, script writing of 2-4 years is desired. speak well in English and carry one’s team player with positive attitude for corporate films, radio jingles/ Email: [email protected] self with assurance. Experience of 7 Email: resume2span@rediffmail. commercials and handling ...... to 10 years in Marketing and Sales is com responsibilities to create refreshing essential...... work. The candidate will be heading Organization Name: Experience Email:[email protected] the team of copywriters and senior Commerce ...... Organization Name: Gauge copywriters working at all the stages Position: Visualizer advertising and Marketing Private of evolution, ensuring that they Location: Mumbai Limited. deliver the results as per the creative Profile: Visualizer will have to help Position: Director- Client brief and as per the requirement define, develop & execute fantastic To advertise, contact: Servicing, Copy Head and Art of servicing team. Ideally a English interactive design concepts, with Director Honours / Mass communication the highest attention to detail and Neha Arora Location: Delhi graduate / post graduate who has a quality of finish, communicate Ph: 0120 4077866 Profile: Director - Client Servicing flair for writing an at least 5 years of effectively and with conviction to email: [email protected] is expected to have mature agency experience is desired clients, colleagues and distributed understanding of today’s corporate Email: [email protected] teams. She/ he should have strong Tejal Kantharia Ph: 022-40429708, 09619442284 challenges and provide solutions ...... conceptual ability, proficient in email: [email protected] accordingly. Experience of at least using softwares like Illustrator, 12 years is desired. Organization Name: Experience CorelDraw, Photoshop and Flash To view other jobs in Marketing, Copy Head must have proven Commerce and 1-2 years of relevant experience. Media and Advertising, log on to: command over written English and Position: Visualizer & Copy Writer Applied art from any reputed design http://jobs.afaqs.com needs to be innovative & creative. Location: Mumbai institute like Rachana’s, Raheja’s, She/ He should have at least 6 years Profile: Visualizer will have to help Sophiya, JJs, NID etc. is desired.

66 afaqs! Reporter, November 16-30, 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

       Sudip Nag, GM (Advertisement) - 96861 88840.   Vijaya R - 98440 92091, Tony Doulton - 98450 67371, Anantha Krishnan - 81477 52856    Deepak Menon - 98106 65814    Kaushik Laha - 98303 23151   A V Vinod Babu - 99520 16709   Ramachandra Rao - 98490 41737   Rajeev Pathria - 98201 51642. Or [email protected]