September 16-30, 2019 Volume 8, Issue 6 `100

INTERVIEW 8 JOY CHAKRABORTHY ENTERR10 TELEVISION NETWORK

16 ROYAL ENFIELD BULLET Zoom Away The latest ads target UP, Punjab and Kerala. 14

BFSI Wooing Millennials Will youth-centric ad campaigns do the trick?

10

DANGAL: CENTER FRESH A Breath of Fresh Air The brand is looking to RULING THE ‘upgrade’ price points. MOST-VIEWED ADS Best Creatives 24 MOVEMENTS/APPOINTMENTS HEARTLAND Who’s Where 26 Enterr10 Television Network’s free-to-air Hindi GEC has been topping the charts since March 2019.

EDITORIAL

This fortnight... Volume 8, Issue 6 ell over two decades ago, an ambitious distributor of electronics in Indore, EDITOR Sreekant Khandekar W almost on a whim, toyed with the idea of entering the imperfect world of PUBLISHER September 16-30, 2019 Volume 8, Issue 6 `100 Indian television broadcasting. Cut to the present: a free-to-air Hindi general Sreekant Khandekar

INTERVIEW 8 JOY CHAKRABORTHY entertainment channel from that very television network has been topping BARC’s EXECUTIVE EDITOR ENTERR10 TELEVISION NETWORK viewership charts for 24 weeks straight. Ashwini Gangal

16 ROYAL ENFIELD BULLET Zoom Away PRODUCTION EXECUTIVE The latest ads target UP, This fortnight, we tried to get to know the story behind this channel, Dangal, its Punjab and Kerala. Andrias Kisku 14 serendipitous birth, bumpy beginnings – it was first launched as a Bhojpuri channel ADVERTISING ENQUIRIES – and also learnt more about its parent network Enterr10 Television Network. We Shubham Garg

BFSI Wooing Millennials did this through interviews with the aforementioned enterprising Indori, Manish 81301 66777 (M) Will youth-centric ad campaigns do the trick? Noida Singhal, a media shy, low profile executive, and his CEO, Joy Chakraborthy, who’s Apoorv Kulshrestha 10 a lot more media receptive. 9873824700 (M) Noida DANGAL: CENTER FRESH Outside of the Hindi heartland, where it has always been a part of local parlance, A Breath of Fresh Air The brand is looking to RULING THE ‘upgrade’ price points. the word ‘dangal’ entered the vocabulary of the common Indian after Aamir Khan’s Nikhil Jhunjhunwala MOST-VIEWED ADS Best Creatives 24 9833371393 (M) MOVEMENTS/APPOINTMENTS HEARTLAND Who’s Where 26 eponymous movie became a massive hit three years ago. In the context of sport, the Mumbai Enterr10 Television Network’s free-to-air Hindi GEC has been topping the charts since March 2019. word means wrestling, or more specifically, an arena in which people wrestle. Outside Vijayalaxmi Yadav of the world of games, ‘dangal’ also means riot or fight. 9930547767 (M) Mumbai Manish and Joy have a dangal of their own to win. They want to change the [email protected] way free-to-air or FTA channels are perceived. For one, they’re seen as channels MARKETING OFFICE patronised only by rural India, a misconception that impacts the kind of advertisers B 3, Ground Floor, Sector 4, these channels attract. Noida-201301 Uttar Pradesh.

Nothing is ‘free’, goes Joy’s argument; when a brand advertises on an FTA MUMBAI channel, its spend elsewhere, say, on a pay channel, be it a general entertainment or 302, Makani Center, 3rd Floor, Off Linking Road, Bandra (W), sports or news channel, shrinks. By that logic, Dangal is competition to them, as they Mumbai-400050. are to Dangal, he insists. In the near future, Manish is planning to enter the competitive OTT space, with SUBSCRIPTION ENQUIRIES [email protected] his own subscription-based, video-on-demand platform. In the meanwhile, sit back and read all about how Dangal became a force to reckon with in recent times. Owned by Banyan Netfaqs Pvt Ltd and Printed and Published by Sreekant Khandekar, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110063.

Printed at Artz and Printz 208 DSIDC Sheds, Okhla Industrial Area, Phase 1, New Delhi-110020. Ashwini Gangal [email protected] CONTENTS 22 ODOMOS Spray it Like Kids Vineet Jain, head of marketing - home care, Dabur India, talks about the new Odomos Spray ad. 23 VIKATAN 23 MARS WRIGLEY Time to Building Restructure Connections The Tamil Nadu- Is sharing post-dinner based magazine paan good? Let’s see group is shelving what a survey by a four periodicals, says global confectionery MD B. Srinivasan. giant says.

afaqs! Reporter, September 16-30, 2 0 1 9 5 2016/-(inclusive taxes).

3495/-(inclusive taxes).

ADVERTISING

ROYAL ENFIELD BULLET Zoom Away The latest ads target Uttar Pradesh, Punjab and Kerala. By Ananya Pathak

“The films reflect resilient, enduring characters and the unwavering spirit picturesque landscape, a of the motorcycle rocky terrain, a leather jacket and its riders.” Aor biker’s suit, a race track, a magnificent soundtrack... boom... SHUBHRANSHU you have cracked the code for a motorcycle commercial. But not for SINGH the latest campaign - #MyBullet - by Chennai-headquartered motorcycle brand Royal Enfield. The three, brand. A soldier riding a Bullet is 30-second films released as part of this something like that, which the brand campaign are, instead, ‘an-everyday- has retained over time, failing which rider’ story of a soldier, a not-so-boho it may risk losing relevance among working woman and a doctor. the core users. The campaign is The ad films that hinge upon the cutting the stereotype and gender tagline ‘Ye Bullet Meri Jaan’ were bias and at the same time, retains launched with the introduction of a surge in financially independent The proposition and the lead identifier. This is something six new colours of the Bullet 350. women who wield purchasing communication narrative for the that not many bike brands have Shubhranshu Singh, global brand power, afaqs! Reporter asked Singh campaign was built in-house by done, at least successfully. Even the and marketing head, Royal Enfield, how much brand preference comes the brand. Black or White Brand soldier riding the Bullet has a purpose says that the campaign aims to from them. “Women are not just Communications, a Mumbai-based unlike previous ones, which merely celebrate the values that have come passive decision makers, but are marketing communications agency, juxtaposed the soldier and the bike.” to represent the Royal Enfield Bullet active riding enthusiasts as well. was a part of building the expression Navin Kansal, chief creative officer, and those who ride it. “The films There are hundreds of riding clubs and production of the campaign. 21N78E Creative Labs, feels that the reflect resilient, enduring characters across the country and women form a Sartaj Jaffri, CEO, Black or White soldier proposition is pretty much and the unwavering spirit of the tried and tested territory. But, given motorcycle and its riders. These are the legacy and the association that people who march to the tune of The ads that hinge upon the tagline ‘Ye Bullet the Bullet has with the Indian Army, their own heartbeat.” Meri Jaan’ were launched with the introduction it’s, perhaps, par for the course. The campaign is running in select About the latest film by Royal markets, namely Uttar Pradesh, of six new colours of the Bullet 350. Enfield, he proposes that maybe a Punjab and Kerala. Singh says that the more goosebumps-inducing storyline geographical focus of the campaign could have been explored, instead across these three states mirrors the notable part of many of these groups. Brand Communications, says over of the typical duty-calls-time-to-go three largest markets for the Bullet in Women have been participating in telephone that the brief given by the theme. terms of contribution. enthusiastic numbers across all our brand for this campaign was to use “The idea and execution is classic “Today, we have over three-and- marquee events and rides, such as the launch of Bullet’s new range to Bullet territory - the unwavering a-half million Royal Enfield riding the Himalayan Odyssey and Rider reinforce and amplify the resilient spirit, looking to reinforce what the enthusiasts in the country... we don’t Mania,” he says. character of the Bullet. bike stands for. Personally, I found compete with anyone. We have a While the film featuring the woman the film with the girl student who is different take on motorcycling and rider and the one featuring the soldier EXPERTS SPEAK not the least bit intimidated by the build simple, pared down motorcycles are meant only for digital, the one Says Rahul Vengalil, founder of male gaze, to be more striking and that offer tremendous immersive fun with the doctor protagonist is specific digital agency WhatClicks, “The one that gelled better with ‘The New and are yet accessible to all,” he adds. to Kerala and will air on television Bullet is an iconic brand and there Range’ proposition.” n Since the country is witnessing only in that state. are certain core identifiers for the [email protected]

8 afaqs! Reporter, September 16-30, 2 0 1 9

MARKETING CENTER FRESH A Breath of Fresh Air The brand is looking to ‘upgrade’ price points for gum. By Abid Hussain Barlaskar

he latest addition under Perfetti Van Melle India’s T(PVMI) Center Fresh brand name is ‘Center Fresh 3 Layer Gum’. A combination of a cooling fondant layer sandwiched between two layers of gum, it will be available in Peppermint and Strawberry flavours at a price of `5 (for four gums). The product will also be available in a sugar-free variant, priced at `25 (pack of seven gums). For the first time, Center Fresh diverted from gel-filled gum with its 3 layer mints (offered in `10 cases) in late 2018. This was followed the Indian cricket team. This was a great price point for consumers. by the latest 3-layer gum variant. followed by the extremely funny With the product benefit shifting to The challenge of maintaining the and memorable “Zubaan pe rakhe fresh breath, highlighting the close legacy brand name ‘Center’ while lagaam” ads. The commercial that proximity between a young couple introducing new innovations marked Center Fresh’s shift to fresh is the obvious way to go. So while probably gave rise to the ‘3-layer’ breath (2015) was also on the funnier this may seem to be in the ‘Close format – two, with one in the ‘centre’. side. Why this almost sudden shift? Up’ space, I think it brings out the Says Rohit Kapoor, director - Kapoor says, “In 2016, Center proposition strongly.” marketing, PVMI, “The 3 layers give Fresh was repositioned to deliver MG Parameswaran (Ambi), us a fine balance – the layer in the ‘fresh breath confidence’ and the a brand consultant and founder, ‘centre’ delivers the burst of freshness, shift in our communication strategy Brand-Building.com, says, “The new while the gum on either side gives the chewing experience.” Also, the ‘3-layer’ is a product descriptor to For the first time, Center Fresh diverted from differentiate the product from other “The 3 layers give offerings. gel-filled gum with its 3-layer mints (offered PVMI has been introducing and us a fine balance. in `10 cases) in late 2018. This was followed pushing the `5-plus price point with The ‘centre’ layer newer variants being sold as multiple by the latest 3-layer gum variant. units in single packs. Both Chatpata delivers the burst Sparkiez (three unit pack) and the is in line with our new positioning. ad for Center Fresh plays out the tried 3-layer gum (four unit pack) are of freshness, the The role of the brand manifests and tested tune of ‘Boy-Meets-Girl’. priced at `5. This probably reduces gum on either side beautifully in ‘boy-meets-girl’ Something that has been done many the cost/unit and relieves the pressure situations and we have seen healthy times by all kinds of products. If the of altering the price or size of single gives the chewing value growth and market share product is, indeed, a breakthrough, units. Altering the shape/size/content experience.” gains since we have moved to the as they claim it to be, and is premium of a Center Fresh gum would affect new approach. Having said that, we priced at `5, the brand has lost a great the brand identity and the `2/unit ROHIT KAPOOR have endeavoured to bring in new opportunity to stand apart and tell price point would be too expensive occasions of consumption in all our the same ‘mouth freshening’ story for now. TV ads.” differently. It is surprising that the Says Kapoor, “We pride ourselves innovations. The offering is priced company that delighted us with films as market creators and strive to at a mass acceptable price point of EXPERTS SPEAK like the one for HappyDent and upgrade consumers to higher price `5 and is targeted at both urban and Lloyd Mathias, an angel investor, its human chandeliers has dropped points. We were one of the first rural markets.” business and marketing strategist, a few rungs to do a cliche-ridden major players in the candies segment The recent freshness based ads says, “As fresh breath is emerging film. They seemed to have played it to move from 50 paise to `1 across (for 3-layer mints/3-layer gum) as a key need space within the safe, which is fine for an established all offerings. Similarly, we plan to are kind of Close Up-ish with a confectionery category, thanks middle-of-the-road product. But upgrade gum consumers to the next fresh breath peg and opposite-sexes- to the growing consciousness on when you have a revolutionary new price point of `5 and `10 on the back coming-closer angles. Center Fresh, personal hygiene, a 3-layered gum product (in a sense) at a high price, of superior product experience. To as a brand, has had deep association is a great format to ensure long you need to try and do something build the gum market at higher price with cricket and was once marketed lasting freshness. In terms of pricing, different. n points, it is imperative to bring in as the ‘official chewing gum’ of Perfetti has got it spot on as `5 is [email protected]

10 afaqs! Reporter, September 16-30, 2 0 1 9

afaqs! Reporter, September 16-30, 2 0 1 9 13 ADVERTISING BFSI Wooing Millennials HDFC Home Loans and Bajaj Allianz have just launched youth-centric ads. By Aishwarya Ramesh

he millennials – it is the “This isn’t the first time. Many TG that every marketer is years ago, HDFC targeted 25-year- Trunning after and the one olds with their ads. Another campaign segment they believe will be the that ran last year ‘Mutual Funds Sahi growth driver in the years to come. Hai’ was very young in its tonality. We, at afaqs! Reporter, didn’t think The country is becoming younger much of it until we recently spotted and large sections of the population two ads from the BFSI sector. are in that age group, so I’m not at all What struck us is the way hardcore surprised,” says Chandrasekar. banking offerings like home loans She also draws attention to the fact and retirement savings now don a that it makes sense for companies in new swanky, stylish avatar. Everyone the BFSI sector to target those born wants to chase the girl/guy on the go, between 1984 and 1987 since they the one who is hell-bent on following are in their 30s now. “When you their passion – the millennial. For the uninitiated, millennials are those urban nomads who were born in one who were born between 1981 and city and now work in another. “They 1996. While the first half of this TG are the complete decision makers in may be just starting their careers, the their own single household. Since second half, those who are older than they live away most of the time, 28 or 30, are now finding themselves their family has no idea about the at the centre of marketers’ attention. finances.” The question really is: ‘Are Referring to the Bajaj Allianz millennials going to be the growth TVC, he says that even the drivers in the next five years? concept of retirement has to be Especially, in the BFSI sector?’ rearticulated as freedom to do Exploring advertising and marketing whatever you want. “Marketers in the BFSI sector led us to a need to step up, not just in terms conversation with Rajesh Lalwani, of tech-led offerings, but they MD, Scenario Consulting. He would prefer to call this category ‘urban youth’ and pointed out that it was more difficult to get them into a saving/investment habit. become a double income household, is when people start looking into EMIs and home loans. The age The question really group between 27 and 35 is the is: ‘Are millennials time you think of marriage, family planning, investments, and balancing going to be the your savings with your expenditure.” growth drivers in It is a waste for a BFSI company to sell a long-term product to the next five years? somebody who is already older, she believes. “A 30-year-old will be Especially, in the interested in products that can give BFSI sector?’ him returns in the next 30 years. In also need to change the way aspirational to own a house, but I any category, if you’re focusing on millennials see money. Right now, don’t think this generation will buy older people, assuming they’re going they see money as something that into that. The question is: How do to be your TG... you’re going to miss “Twenty years ago, adults had is earned or spent, not saved or you position the brand in a way that out on growth from the new set of their lives clearly laid out for them invested.” Lalwani calls millennials it meets millennials’ aspirations?” people who are going to be your – college, job, marriage, buy a car, the ‘consumption class’. “They play consumers,” says Chandrasekar invest in a home, save for children an important role in their day-to-day EXPERT SPEAK She emphasises on the importance and so on… We’re currently seeing urban living. Car sales are down, Mythili Chandrasekar, a brand of financial management for the what’s called the ‘Friday’ generation. but the business of Ola and Uber is communications enthusiast and a younger lot of the millennial TG. Every day is a Friday, according to booming. Housing rates are down, former planner with JWT, believes “The less sure you are of the future; them. In that sense, the BFSI sector but co-living and co-working are it is logical that companies in the the more is your need for financial is no longer dealing with just the the new rage. Everyone is trying to BFSI sector are attempting to target planning. If you’re planning to leave traditional ‘Monday’ generation.” do things differently to cater to the millennials, since there is one part your job or be a freelancer, you need We asked Lalwani about the millennial.” of the millennials that is above the to be sure about how to manage your family’s involvement in finances and Shedding light on the HDFC age of 30. So, why wouldn’t a BFSI finances.” n he believes that most millennials are TVC, says how “it used to be company target them? [email protected]

14 afaqs! Reporter, September 16-30, 2 0 1 9

Enterr10 Television Network’s free-to-air Hindi GEC has been topping the DANGAL: charts since March 2019. RULING THE By Anirban Roy Choudhury o an entertainment loving Indian, the word ‘dangal’ is most freely associated with the Aamir Khan blockbuster about wrestling champions from rural India. The word is Hindi for wrestling, after all. In the world of Indian HEARTLAND Ttelevision, though, there’s another Dangal, that’s fuelled – in part, not wholly – by rural Indian audiences: free-to-air (FTA) Hindi general entertainment channel (GEC) Dangal from Enterr10 Television Network. It’s the object of our attention this fortnight because the channel has been topping the viewership charts almost every week since March 2019. Last week (Week 35), as per data by the Broadcast Audience Research Council (BARC) India, Dangal, with 905.52 million impressions, was the No.1 channel across genres, leaving behind contenders like Sun TV (871.63 million impressions) and Star Plus (795.44 million impressions). Dangal is a free-to-air Hindi GEC. FTA channels don’t have a subscription fee. In other words, any licensed distributor, cable or DTH operator can downlink the signal and distribute it to their customers without paying any fee to the broadcasters. Advertising is the only source of revenue for these channels. ‘Mahima Shani Dev Ki’ and ‘Bandini’ are the two top shows on the free platform, and both air on Dangal. The former is a mythological show which first aired on NDTV Imagine (a discontinued GEC) in 2008, and the latter aired its last episode in 2011 on the same channel. Most of Dangal’s top shows are re-runs of shows acquired from other broadcasters. However, the broadcaster made a foray into original programming too. On September 7, 2019, it launched ‘CIF’, a crime investigation show with almost the same cast as Sony’s iconic ‘CID’. In 2004, Manish Singhal (see box), designated as MD of the network, launched Enterr10 Television Network out of Indore. In 2006, he launched the flagship channel Enterr10, a Hindi movie channel, and subsequently expanded his network’s footprint with Dangal in 2009, Bhojpuri Cinema (Bhojpuri

Urban-centric clients were sceptical; we had to communicate to them that just because we’re “an FTA channel, it doesn’t mean no one in urban areas watches us.

16 afaqs! Reporter, September 16-30, 2 0 1 9 ” COVERSTORY movie channel) in 2015, Fakt Marathi (a industry. He has worked with Times 24-hour Marathi movie channel) in 2016 Group, Star India, Zee, and most recently, THE BIRTH OF DANGAL and Enterr10 Bangla (a Bengali movie Network18 as president – revenue and channel) in 2018. While all the channels CEO, Forbes India. “It was in 2000 that I first fare well in their respective niches, Dangal Edited excerpts with Chakraborthy: thought of entering the has become the show-stopper by claiming television business. Before the top spot consistently. In March this year, you joined that, I used to be a distributor Interestingly enough, Dangal was Enterr10 Television Network of electronic appliances launched as a Bhojpuri channel, but from Forbes – what was the one in my home town Indore, Singhal then decided to launch it in dent you set out to make straight something began oing Hindi. By nature, Enterr10 Television away? in 199 . hat s when Network – which reported an operational For me, the challenge is to correct realised the potential of revenue of `111 crore in FY 17-18 – is the way FTA channels are perceived. teleshopping. In 2001, I free-to-air. Following the implementation They’re perceived in a certain way launched a teleshopping of TRAI’s new tariff order (NTO), which and FTA channels themselves are company; we used to run requires users to choose their channels/ responsible for this. In the past, I programmes on local cable packs as per their needs, Dangal started don’t think the people running FTA channels in Indore. That was outshining others. channels made an effort to educate my first stint with television. Here’s why: In a bid to woo subscribers, the industry about the many positives Gradually, my interest in broadcasters started bundling channels and FTA offers. Because every bouquet this business grew. I was creating attractive packs. But the NTO had an FTA channel, people looked at inspired by what Zee was prohibits clubbing of free and pay channels it as a bundled offering. The benefits oing also met the team in the same bouquet. Consequently, most an FTA channel brings to the table “This willingness to at Dainik Bhaskar Group a broadcasters converted their erstwhile were hardly ever communicated to FTAs (Zee Anmol, Star Utsav, Sony advertisers and agencies. couple of times while they get into TV is what PAL, etc.) to pay. This left Dangal with were planning to start a hardly any competition in its space. What’s the problem with the way television journey. led to the launch of However, refer to Dangal as an FTA channels are perceived? his willingness to get into FTA channel and the rebuttal from What kind of change would you the business is what le Enterr10 Television Joy Chakraborthy, CEO, Enterr10 like to see – and to what extent to the launch of Enterr10 Television Network, is instant. “Dangal have you managed to change Television Network. In 2003, Network.” is not the No.1 free channel… it’s the top things? I applied to the Ministry of Manish Singhal, MD, Information and Broadcasting, for a licence. In 2006, Enterr10 Television Network Enterr10 was launched as a music channel. Within a year, we ma e it a moi e channel this, I believe, was the first free-to-air movie channel in India. In 2009, because I wanted to grow the network beyond one For Dangal, FMCG advertisers are our bread and entity, we launched Dangal as a Bhojpuri channel; it was a very well planned launch. We acquired content and inked deals with butter; there are new categories coming in too, most of the cable and DTH players to have a good distribution system. Soon after the launch, though, we realised our mistake: like automobile, e-commerce... the Bhojpuri distribution market back then was not at all mature. “ And because we were already running Enterr10, a Hindi movie channel, all our distributing partners were in Hindi speaking markets. So, effectively, we had a Bhojpuri channel running on a Hindi distribution network. channel across genres…” he says. The perception is – the vast majority Chakraborthy insists nothing is ‘free’, of viewers (of FTA channels) We understood that immediate course correction was required; because each kind of audience, in every come from the rural base. Actually, we just couldn’t keep running a regional channel with a national market, has purchasing power. Besides, that’s not the case. Yes, a lot of our distribution plan. And that’s how, within months of its launch, by though the channel is free-to-air, cable audience tunes in from the rural part 2010, Dangal became our second Hindi channel - a GEC. TV subscribers do not get it for free. As of the country, but we also have an per the NTO, each subscriber has to pay audience living in urban” areas. We’re To be honest, the reason Dangal worked is not because we did a base price of `100 (excluding GST), No.1 in the rural market as well as something drastically different; rather, it’s the result of a strategy which lets her choose 100 FTAs, and, the Hindi speaking markets (HSM), that worked better than that of others, be it on the programming mandatorily, at least 26 Doordarshan which is rural plus urban. In urban or distribution front. channels. India, we are in the top four. Clearly, Presently, we have six channels across four languages - Hindi, Dangal’s popularity defies conventional people in urban markets are also Bangla, Marathi and Bhojpuri. We’re planning to expand our wisdom that advertising follows eyeballs. watching Dangal. footprint to other markets. Initially, I had no knowledge about the Chakraborthy says that advertisers consider Changing perception takes ratings game and the television market, so we did whatever our free-to-air as ‘rural channels’. Therefore, time and is an ongoing effort. unlike Sports or Hindi GECs, FTA Maximum clients in India identify friends suggested or things we thought would work. Now we have channels aren’t considered in the ‘high their markets as urban and rural. become a data-driven organisation. Our expansion plans are all value category’. In fact, Chakraborthy’s The ones who target both markets strategic investments driven by data. While television continues personal ‘dangal’ or fight is to change the were gradually moving towards us to be our core business, we are evaluating options in the digital way advertisers look at FTAs. because of our ratings. The urban- space too. Reliance Jio has changed the digital landscape of Former CEO of TV Today Network, centric clients were sceptical and the country and OTT is a great opportunity. We plan to launch a Chakraborthy has over 25 years of we had to communicate to them subscription-based, video-on-demand platform soon.” experience in the media and entertainment that just because we are an FTA

afaqs! Reporter, September 16-30, 2 0 1 9 17 #DIGIES2019 MEET THE JURY

ADARSH PETE ANJALI MALHOTRA AZAZUL HAQUE BHAVNA SALUJA CHAAYA DIVYA DIXIT India, South Asia Lead - Business Strategy & Digital Chief Creative Officer Head Of Marketing - India, BARADHWAAJ Senior Vice President & Brand, Social and Transformation, Data & Mullen Lintas Digital Media Head Marketing Corporate Advertising Analytics, Brand Marketing. Founder - MD Adobe ALTBalaji IBM Angel Investor, Mentor & BC Web Wise Coach Aviva India

GOPA KUMAR JAIDEEP MAHAJAN KAACON SETHI KEDAR APTE NIDHI HOLA POOJA JAUHARI Chief Operating Officer National Creative Head Chief Marketing Officer Vice President Marketing - Director, Partner Marketing CEO Isobar Rediffusion Dainik Bhaskar India and South Asia Microsoft The Glitch Castrol

Final Showdown October 17, 2019 PRADEEP KHATRI PREMJEET SODHI RAVINDER SIWACH ROHAN MEHTA SAMEER CHAVAN SAPANGEET GM & Head - Marketing Senior Vice President National Creative Director CEO Senior Director & Design RAJWANT Le Méridien, Gurugram India TV Mindshare Fulcrum Havas Kinnect Head Senior Vice President - Flipkart Marketing Viacom18

Digital Media Partner:

SAPNA ARORA SHAYONDEEP PAL SHOBHIT MATHUR VANDANA Chief Marketing Officer Chief Creative Officer National Creative Director CHAMARIA OLX Network Advertising Hakuhodo India Head of Business Marketing Google India

For everything else: Isha Dara: +91-7290934342 For sponsorship: Samarjit Singh: +91-9811436040 Surabhi Pandey: +91-9582004453 | Priyanshi Badoni: +91-7290934958 COVERSTORY channel, it does not mean that no Top channels across genres before (left) and after (right) the NTO one in the urban areas watches us. Because of these efforts, we have Week 1 (2019) Week 35 (2019) seen the number of clients going up Top 10 Channels Across Genres Top 10 Channels Across Genres significantly. RANK CHANNELS IMPRESSIONS RANK CHANNELS IMPRESSIONS (IN MILLION) (IN MILLION) Which categories of advertisers 1 Sun TV 1,106.43 1 Dangal 905.52 are you are targeting? What’s the 2 Zee Anmol 826.14 2 Sun TV 871.63 ambition on this front? 3 STAR Plus 705.11 3 STAR Plus 795.44 For Dangal, FMCG is our bread 4 STAR Maa 688.72 4 STAR Maa 782.28 and butter. Newer categories like 5 Zee TV 680.54 5 Sony Entertainment Television 687.49 automobile and e-commerce are 6 Rishtey Cineplex 638.63 6 Zee TV 673.93 coming in. 7 STAR Bharat 619.91 7 SONY SAB 656.09 In the pre-NTO period, pay GECs 8 Sony Entertainment Television 619.23 8 B4U Kadak 582.69 roughly had about 200 advertisers 9 Colors 607.97 9 Colors 569.51 each, per year, whereas FTAs were 10 SONY MAX 598.25 10 STAR VIJAY 537.43 getting around 60-80. The challenge Source: BARC India; Top 10 Channels Across Genres: All India (Urban+Rural): 2+Individuals is to take the number to 150-200… we’re in the right direction. involvement space too, given the distribution landscape, or had too to Sunday FPC (fixed point chart, Today, my challenge is not just value it delivers to advertisers. If I am tough a competitor, or was probably which means a fixed schedule). getting business, but getting it at the delivering better ratings than the top on the wrong channel. A lot goes into Because all our shows are doing right rate. I have taken a conscious GECs, then you’ve got to take me deciding what to put on air. well, it becomes difficult for us to call not to sell below a particular seriously. Compared to pay GECs, slot new ones in. That is why despite rate. Due to the perception that the we are way too under-priced, but in Tell us more about your viewers being ready with new shows, we’re audience is rural, there is a lot of the last five months, we have come a – are they new to TV or are still trying to figure out how to fit hesitation. First, it’s a mix of both long way. they ‘repeat viewers’ catching them in. urban and rural, and the people re-runs of their favourite shows who watch FTA channels also have Coming to programming, most on Dangal? Is it fair to say Dangal competes purchasing power. Roughly, about of your shows are re-runs of The television universe has expanded not just with other FTAs, but 80 per cent of advertising money already-aired titles from other significantly; the number of with GECs too? spent on television is dished out by channels. How do you decide television households has increased In the FMCG world, just because FMCG brands. FTA channels are a which shows to acquire? manifold. So, many of the shows one shampoo brand prices a variant goldmine for them. We go through a lot of historical never got exposed to the audience at `1 and another one prices a data before acquiring the license for that we have today. Mostly, these are similar product at `5, it does not What does Dangal have that any show. The media today is very new audiences watching the shows mean both of them aren’t in the other GECs don’t, when it comes fortunate to have access to this huge for the first time. same space. Just because my pricing to giving advertisers value? pool of (viewership) data. We go Mythology has a lot of repeat is different, it does not mean I You can reach the metro audience, through TAM and BARC data to value; we have a strong portfolio of am not competing for the same in say, Mumbai and Delhi, through understand how the shows did when mythological content. The best way audience. A viewer is a viewer; various media vehicles, but you they originally aired, what channel to judge the programming line-up it does not matter if he or she is cannot reach the core heartland – they were put on and at what time of a GEC is by analysing the time watching pay GEC or a free one. Bihar, Jharkhand, Chhattisgarh, slot. spent on the channel. Time spent on So, yes we are competing with Madhya Pradesh, Rajasthan – Dangal is very high… this shows the other GECs out there. This concept without us. Dangal delivers superb So, do you only select the hit audience is loyal to our programming of FTAs needs to go for good. numbers when it comes to what is shows? Your line up is a mix, at this stage. Nothing is free. Brands do not called the Hindi heartland of India. actually… have infinite advertising money. Sports and general entertainment It’s not that we cherry pick shows that What is your strategy when it Whatever advertising money are high involvement channels; did well, put them on our channel comes to original programming? Dangal is getting today, is coming advertisers and agencies get very and become the No.1 GEC… no. And what about new shows? out of some other channel’s pie. involved while planning and buying We also look at shows that did not We have some original shows and will Dangal is competition for them, as media because the value is very high. do well and analyse why it happened. have more of them going forward. they are for us. n I would like to make FTA a high- Maybe it was a good show on a bad We are the only GEC with a Monday [email protected]

2400/- 2016/-(inclusive taxes). 4800/- 3495/-(inclusive taxes).

20 afaqs! Reporter, September 16-30, 2 0 1 9 #GreatLifestyleBrands

WHICH PRODUCT GROUP DOES YOUR BRAND BELONG TO?

ALCOHOLIC DRINKS CONSUMER DURABLES

APPAREL FOODS AND BEVERAGES

AUTOMOTIVE: 4-WHEELERS PERSONAL ACCESSORIES

AUTOMOTIVE: 2-WHEELERS PERSONAL CARE

CONSUMER ELECTRONICS RETAIL

AWARDS CATEGORIES MAINSTREAM MEDIA | SOCIAL MEDIA | VISUAL MERCHANDISING | EXPERIENTIAL

GREAT BRANDS Conference | Awards ENTRIES OPEN www.greatlifestylebrands.com/ Early Bird Deadline September 23, 2019 Entry Deadline October 10, 2019

*Brands that have registered in a specific product group will compete only with brands of the same product group.

For Sponsorship: Samarjit Singh: +91 9811436040 For Entry Submissions: Surabhi Pandey: +91-9582004453 | Priyanshi Badoni: +91-7290934958 For Everything Else: Isha Dara: +91-9711084406 | Debashish Chakraborty: +91-9811544317 ADVERTISING ODOMOS Spray it Like Kids Dabur India’s Vineet Jain talks about the new Odomos Spray ad. By Ananya Pathak ntroduced around 30 years back by Balsara (Hygiene Products), Ia subsidiary of FMCG company Dabur India since 2005, mosquito repellent product Odomos has ever since been launched in seven different formats. In a recent minute-long communication ‘Kids “Though Odomos Vs Mosquito Rap Battle’, the brand is is a serious brand, seen promoting one of the packaging formats Odomos spray, which was the rap format launched in the market in 2008. Commenting on the long format enabled us to put of the communication, Vineet Jain, forth our message head of marketing - home care, Dabur India, says that to bring alive in an entertaining the proposition of ‘Odomos nahi way.” pehna to ghar pe rehna’ campaign, and to better connect with the kids, VINEET JAIN along with new-age mothers, the brand decided to move beyond the 30-second TV commercial. “We used new Odomos spray, and b) the new the rap battle music format to appeal Odomos spray is your key to moving to the target group. Though Odomos about freely in the outdoors.” is a serious brand, the rap format Jhuj is of the opinion that enabled us to put forth our message the spray format is only a more in an entertaining way without convenient one and not something compromising on the seriousness of that requires an explanation on how the problem.” it works. “I’m certain the agency Jain says that kids were featured in and the marketing team did not the brand film to break the monotony think of this film in isolation. There of the category and content clutter on would surely be a whole consumer the internet. “Featuring kids is also a The minute-long communication ‘Kids Vs journey with messaging specific reflection of today’s society where to sprays, including price point kids are more informed and involved Mosquito Rap Battle’ promotes one of the communication. The film does the in decision-making than ever.” job of showing the product in use, so So, which of the packaging packaging formats Odomos spray, which was the functional benefit is quite clear.” formats – cream, lotion, spray, gel, launched in the market in 2008. She finds the film watchable and roll-on, band, or patches – is the most comments that unlike many rap- widely sold? Cream-in-tube, shares that for many young parents, spray part a bit more, but otherwise it’s all inspired ads, the rap actually sounds Jain. “The brand has always adapted formats have been all the rage, along there. In these anxious times, parents more authentic and well placed. It to changing consumer needs. Newer with the sticker format. are most concerned about protecting will only aid recall for Odomos. formats are launched to appeal to For Rajesh Lalwani, MD, their children from mosquito bites, Ajay Verma, managing partner, the new-age consumers. The launch Scenario Consulting, it’s important given the dangerous diseases they can Enormous Brands, says that the of Odomos spray was a part of this for the brand, when going for a cause. However, it’s not the easiest communication marks a shift in the move as it is a convenient, easy-to- product refresh, to ensure that the thing to get children to agree and role of a mother’s responsibility to use format without compromising core promise is intact. “The brand dab on protective creams. Enter the DIY for children. “The new product on the efficacy,” he adds. needs to be recognisable, even as the new Odomos spray – although the format makes it convenient and easy The digital-only film has been packaging becomes more attractive product has been around for a while, to use - drawing from the codes of conceptualised by Dabur’s in-house and adapts with time.” the communication and packaging is the deo generation. This certainly digital team and produced by When pointed out that the rap absolutely fresh.” makes the product usage more Tsunami Studio, a Mumbai-based battle ad does not highlight the Talking specifically of the idea and desirable from the dull, dreary tube.” animation studio and production functional benefits of the product, execution of this ad, Lalwani says, He finds the ad fairly house. he says that not everything has to “Targeted directly to the consumer - straightforward and feels that the new be ‘said’ in the visual medium. the children, the ad communicates in product format could have pushed EXPERTS SPEAK “Everything is nicely embedded in a fresh language they can relate with. the envelope further by creating a Talking about the packaging the visual storyline - the spray action, The message is delivered effectively brand ‘pull’ versus the traditional variants of Odomos, Sonal Jhuj, VP the rubbing action. They could have via the rap battle: a) you are not ‘push’ category it has always been. n - strategy, DDB Mudra Group, says focused the camera on the ‘naturals’ fully dressed until you ‘wear’ the [email protected]

22 afaqs! Reporter, September 16-30, 2 0 1 9 MEDIA

VIKATAN GROUP MARS WRIGLEY Building Time to Restructure Connections Is sharing post-dinner paan Portfolio good? Well, let’s see what a The Tamil Nadu-based magazine group is shelving four of its survey says. By Ananya Pathak periodicals. By News Bureau recent survey conducted by global confectionery giant Mars Wrigley has Afound that of 1.5 million millennials across New Delhi, Mumbai and Bengaluru, 50 per cent feel that sharing a post-dinner paan with family accounts for some of their fondest amil Nadu-headquartered magazine group memories while growing up. It was the one thing Vikatan has announced that it is shelving that built connections with both the old and Tfour of its periodicals. ‘Vikatan Thadam’ young within a family. and ‘Doctor Vikatan’ will publish its last edition The survey was conducted to understand in September 2019, while ‘Aval Manamagal’, India’s affinity for all things desi and traditional. the quarterly bridal magazine, has already been It was focused on decoding what desi elements converted as an advertiser-driven publication in top India’s list when it comes to making new the B2B route. ‘Chutti Vikatan’, the children’s connections - whether it is ‘chai’ and ‘chaat’ with magazine, will be available digitally. family, or even ‘naach gaana’ at ‘shaadis’. “After immense deliberations on content and Over 65 per cent millennials feel that dinner market acceptability, we have restructured our time is when the family bonds the most. A print portfolio and two titles have been shelved. majority of the respondents said they would like Amongst two others, ‘Aval Manamagal’ has been migrated to AFP model, while ‘Chutti Vikatan’ has been contextualised to the children and school ecosystem,” said, B. Srinivasan, managing director, Vikatan Group. He added, “The content will be seamlessly integrated with the rest of the magazines. Vikatan management remains fully committed to all other group magazines. For over 93 years, Vikatan has always retained its laser-focus on our readers and their interests. We have always stayed relevant by keenly observing the changing taste preferences The survey was conducted “We have always stayed to understand India’s relevant by keenly affinity for all things observing the changing desi and traditional. taste preferences the fortnightly women’s Tamil magazine, with readership (TR) of 13.26 lakh (IRS 2019, Q2), to experience the traditional paan with a modern of readers.” and ‘Junior Vikatan’, the biweekly, Tamil socio- twist, with almost half choosing mint as their B. SRINIVASAN political magazine. choice of flavour. Whereas the Special Interest Magazine In line with the findings, Mars Wrigley bouquet includes ‘Nanayam Vikatan’ (TR of announced the launch of Doublemint Paanmint of readers and catered to their informational and 3.46 lakh/IRS 2019, Q2), a personal finance and earlier this year. Available across traditional trade intellectual needs while educating and entertaining entrepreneurship magazine; ‘Pasumai Vikatan’, outlets for `10, the product aims to widen through various reader engagement activities.” (TR of 8.55 lakh/IRS 2019, Q2), a magazine Doublemint’s presence in the freshness category. As part of what it calls a “restructuring exercise”, devoted and focused to organic farming and Many brands have capitalised on the popularity the group has revamped its print portfolio with a inclusive farm practices; ‘Motor Vikatan’, (TR 3.72 of the paan flavour with Indian taste buds. sharper focus towards its content reorientation. lakh/IRS 2019, Q2), only auto magazine in Tamil; Havmor launched paan-flavoured ice cream this The print bouquet has been realigned as Core ‘Sakthi Vikatan’, (TR of 4.88 lakh/IRS 2019, Q2), year, Durex India announced a condom variant Magazines and Special Interest Magazines. the spiritual magazine about the religious culture in meetha paan flavour, and Unibic introduced The group informed afaqs! Reporter that its and heritage of the land; and ‘Aval Kitchen’, the a ‘meetha paan’ flavoured snack bar. Dairy Day Core Magazine bouquet includes 93-year-old brand extension of ‘Aval Vikatan’, focusing on Ice Cream and Center Fresh also launched paan- ‘Ananda Vikatan’, which has a total readership food, recipe and kitchen. n flavoured variants of their products. n (TR) of 33.94 lakh (IRS 2019, Q2), ‘Aval Vikatan’, [email protected] [email protected]

afaqs! Reporter, September 16-30, 2 0 1 9 23 MOST-VIEWEDADS

MAGICBRICKS BOURNVITA KEROVIT HIMALAYA The campaign, featuring Bollywood stars The campaign wants you to prepare your The ad captures the humorous element, The campaign was launched by the brand to Ayushmann Khurrana and Kriti Sanon, wants child with a special strength - Bournvita, with along with being whacky, quirky and fun, bring alive its vision of ‘Wellness in Every one to look for a home near ones workplace its inner strength formula that gives strong incorporating the elements of the young Home, Happiness in Every Heart’. on Magicbricks. bones, muscles and an active brain. appeal of the Kerovit brand. Creative agency: Chapter Five Creative agency: RK Swamy BBDO Creative agency: Ogilvy Mumbai Creative agency: Crayons Advertising

VIVEL NEXA JOHNSON’S FLINTOBOX The ad released on Equality Day wants The campaign is based on a simple The ad communicates that all the baby In this campaign, the brand, an early women to know that from wanting to behave consumer insight that in India, people products are soap-free, hypoallergenic, education starter, highlights the global silly to being taken seriously, from wanting give a lot of thought when it comes to dermatologist-tested and paraben-free, water crises. Through the ad, the brand to save the world to wanting to feel safe, buying a car. as part of Johnson’s promise to enable a is communicating its 21-day challenge their wants are not too much. Creative agency: Hakuhodo India healthy future for all babies. to save water.

UCB MANYAVAR EPIGAMIA FEVIKWIK United Colors of Benetton’s latest campaign The ad #TaiyaarHoKarAaiye, featuring In this simple, 17-second, no-dialogue ad, The ad features a mother-daughter duo is based on a true story and is an attempt Bollywood star Kartik Aaryan, asks one the brand has tried to establish the product and an unlikely third guest. An old woman by the brand to promote harmony and to get ready in ethnic wear for the as a work-snack, referring to it as ‘your dressed in heels, oversized sunglasses and respect for other communities. wedding season. happy (work and snack) balance’. chunky earrings (and a sari). Creative agency: Ogilvy and Mather

SUGAR COSMETICS FORD INDIA YES BANK MONDELEZ INDIA The ad is focused on both women Ford’s latest ad ‘Galiyan’, from the campaign The objective of the #SikhaateRehna The campaign highlights the message empowerment and the ‘never- give-up’ #DiscoverMore, is set in and around Old Delhi campaign is to bring out the continuous of taking a stand against trolling people spirit. It gives the message that even and the ad copy is a poem, which personifies aspect of learning through humour and on social media. The brand promotes if you fall, all that matters is that you various facets of that part of the city. relatable content to educate customers sharing purple hearts to stand by the get back up. Creative agency: Word of Mouth Media about ‘Safe and Secure Banking Practices’. one being trolled.

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

24 afaqs! Reporter, September 16-30, 2 0 1 9 JOBSWITCH

Post: Senior Executive - media, retail corporate, 360 degree Location: New Delhi Profile: Looking for a motivated Marcom (only female candidates businesses, digital marketing and Email: [email protected] graphic designer (print and digital) should apply) software products. Help in the ...... to join the ever-expanding Company: Tek Advertising & sales of Vritti products across squad. Self-starter who can work Management Pvt Ltd Telangana. Achieve the targets Post: Senior Copy Writer independently and with different Profile: Communication planning through sales team and channel Company: IdeateLabs teams. Has an excellent visual and business development partners. Relationship management Profile: Research, understand, create, aesthetics. (preparation and presentation of with channel partners. Responsible review and edit/enhance a vast array Experience: 1 to 2 years promotional communication plan for development of Vritti brand of product information for web Location: Noida in PPT format). loyalty. content in a brief, informative style. Email: [email protected] Experience: 0 to 4 years Experience: 8 to 10 years Responsible for writing emailers, ...... Location: Patna Location: Telangana infographic content (static, Email: [email protected]; Email: [email protected] animation, video) user manuals, Post: Art Director [email protected] ...... instructional and demo copy, Company: Ventures Advertising ...... reference materials, blog posts, Pvt Ltd Post: Client Servicing Manager case studies, white papers Profile: Should have an overall Post: Senior Copywriter Company: CupShup and brochures. experience of eight to 10 years, and Company: STIR Profile: Cracking new corporate Experience: 3 to 6 years have experience in designing social Profile: Examples of copy written partnerships and working closely Location: Mumbai media campaigns for at least three for ads/internal communication, with the BD team to understand Email: [email protected] years. Able to meet art department digital and social media campaigns. the ropes of the business. Ideating ...... work standards by following Examples of film scripts, technical and planning BTL activities that production, quality, and content, whitepapers, B2B writing cater to a segmented niche of Post: Client Servicing Executive customer-service standards. (brochures/letters), concept notes elite corporates, understanding Company: Thoughtrains Designs Experience: 8 to 10 years developed for campaigns. the requirements of the client Pvt Ltd Location: Kolkata Experience: 5 to 7 years and providing solutions Profile: Excellence communications Email: [email protected] Location: Bangalore that matter. and interpersonal skills, good ...... Email: [email protected] Experience: 0 to 4 years command and fluency in English, ...... Location: Mumbai understanding the market trends, Post: Graphic Designer/Visualiser Email: [email protected] client’s business and brand. Company: Mindbird Post: Senior Graphic Designer ...... Analysing the client’s briefs Profile: The person should know Company: Kautilya Multicreation and delivering creative as per the following software: Adobe Pvt Ltd Post: Junior Client Servicing the timelines. Real estate knowledge Illustrator, Coral Draw, Photoshop. Profile: Diploma/Degree in Executive and experience in an advertising Experience: 0 to 1 year Applied Arts or equivalent Company: Thought Bubbles agency will be an added advantage. Location: Mumbai educational qualification. Creative Profile: Understand and evolve Experience: 4 to 6 years Email: [email protected]; and has an ability to produce the advertising brief from client Location: Mumbai [email protected] innovative and original ideas. to manage projects as per deadlines. Email: [email protected] Excellent knowledge in print, Handle current client requirements ...... production and all kinds and make new pitches. Should be of designing software. able to facilitate, ideate and lead Post: Visualiser Experience: 6 to 8 years campaign brainstorming sessions Company: Greysell Marketing Location: Mumbai along with the whole team. Promotions Pvt Ltd EVEN GOOD CAN! Email: [email protected] Experience: 0 to 2 years Profile: Understand creative briefs GET BETTER ...... Location: Mumbai and conceptualise design & campaign Email: manoj.motiani@ ideas. Work closely with the client Post: DTP/Studio Computer thoughtbubbles.in and handling team to achieve Operator ...... brand goals on time. Manage tasks Company: Quotient and projects responsibly to ensure TO ADVERTISE, CONTACT: Communications Pvt Ltd Post: Senior Social Media Executive on-time deliveries. Knowledge about Profile: Layouts, adaptations, final Company: Centum Advertising & typography design and layouts, Shubham Garg Email: [email protected] artwork, image work and other Marketing Pvt Ltd colour theory and rules. Good Aakash Bhatia computer and graphics-related work. Profile: We are looking for a young knowledge of Photoshop, Illustrator. Ph: 09650544122 Experience: 2 to 5 years social media strategist who can Experience: 2 to 3 years Email: [email protected] Location: Mumbai manage and solely supervise existing Location: Mumbai [email protected] Email: [email protected] social media government client(s). Email: [email protected] To view other jobs in Marketing, ...... The role would involve social ...... Media and Advertising, log on to: media, content writing, monitoring, www.jobswitch.in Post: Branch Head posting, analysis, reporting and Post: Junior Graphic Designer Join us on : facebook.com/jobswitch Company: Vritti Solutions Ltd daily client interaction. Company: India News Profile: Responsible for retail Experience: 2 to 4 years Communications Ltd

afaqs! Reporter, September 16-30, 2 0 1 9 25 PEOPLE

A round up of some major people MOVEMENTS/APPOINTMENTS movements in the last fortnight

MARKETING ADVERTISING

State Bank of India BTL, social media, digital marketing Grey Group career spanning 21 years, Jacob Dinesh Menon, global chief marketing and PR. Michael Houston, Worldwide has worked with agencies like officer, State Bank of India (SBI), has Over the 4.5 years he spent at CEO of Grey Group, has McCann, Ogilvy, Lowe across recently moved on from his position. Xiaomi, Shroff was responsible announced the appointment of Malaysia, Dubai and India. His The development was confirmed to for advertising, ATL campaigns, Nirvik Singh as chief operating ‘Give a Beat’ campaign for Max afaqs! Reporter by Menon himself. sponsorships, brand partnerships, officer of the group, a new Group helped him win a Spikes He hasn’t confirmed his next move media buying, consumer insights, global position. Grand Prix in 2018. yet. creative marketing and overall brand A 30-year veteran of the Menon joined SBI in March 2016. positioning. group and having started his Dentsu Aegis Network Prior to this, as per his LinkedIn bio, Prior to Xiaomi, Shroff has had career in Grey India, Singh has Dentsu Aegis Network has he was engaged in marketing advisory stints with organisations like Wizcraft served as chairman and CEO announced the appointment of for an e-commerce hospitality brand International Entertainment, Pixies of Singapore-based Grey Group Ashish Bhasin, CEO, Dentsu and a real estate brand, where the Events, Bertelsmann and Herbalife Asia Pacific, Middle East and Aegis Network Greater South, scope of work included devising International India. Africa since 2016, a post he will into the newly created role of market strategy, brand/media strategy, retain. CEO, Dentsu Aegis Network, customer service architecture, digital RPSG Group As COO, Singh will lead APAC, effective immediately. marketing architecture and channel Bhavana Mittal, former regional the development of Grey’s Based in Singapore, he joins the strategy. head of media, South Asia at Reckitt borderless integrated marketing Dentsu Aegis Network global He started out as an account Benckiser (RB), has joined RPSG model; identify acquisition executive team and will report supervisor at JWT back in 1998, Group. Mittal has joined as the head targets and new capabilities to Takaki Hibino, executive where he was responsible for of media and digital for the whole to enhance the agency’s best- chairman, Dentsu Aegis brand development and marketing RPSG Group portfolio. The portfolio in-class offering and build its Network APAC. Hibino’s role communications for Blowplast currently includes brands like Too future-facing digital, social, as executive chairman, APAC, Industries (VIP), Star Plus, Star News Yumm!, Spencers, Nature’s Basket, shopper marketing and design remains the same. Bhasin and Standard Chartered Bank. Saregama Carvaan, among others. practices. will focus on accelerating Mittal will be based in Gurgaon. this growth while delivering Xiaomi She has over two decades of Famous Innovations greater operational rigour and Karan Shroff, former head of Brand experience in the industry, having Famous Innovations has leadership excellence across the Marketing at Xiaomi India, has started her career with Saatchi & announced the appointment of region. joined Unacademy, a start-up in the Saatchi as media executive in 1998. Melvin Jacob as creative head, In India, Anand Bhadkamkar, ed-tech space. Shroff has joined as VP She worked with WPP-owned media Bangalore. With Jacob, comes a erstwhile COO and CFO South Marketing and will report to Gaurav agency GroupM for more than two new hybrid creative team with Asia, has now been promoted to Munjal, co-founder and CEO of years. She has also worked in agencies talent across art, copy, music, CEO, Dentsu Aegis Network Unacademy. like Contract Advertising and Cheil editing, illustration, etc. He India. Bhadkamkar will In his current role, he will be Communications. Prior to her stint joins from Propaganda Digital continue to report to Bhasin in responsible for all of the brands with RB, she worked with British where he was creative head. In a his new role. marketing functions, including ATL, drugmaker GSK for over six years.

MEDIA DIGITAL

Mirror Now Pratap Pawar, chairman of Sakal he became a recipient of the Padma Netflix Mirror Now’s Faye D’Souza has Media, as its new chairman, and Shri Award, the fourth highest After spending close to a decade resigned as executive editor of Shashi Sinha, CEO, IPG Media civilian award in the country. in BBC, Myleeta Aga has moved Times Network’s second English Brands, as its vice chairman. The on from the organisation. As News Channel. announcement was made at its Dainik Bhaskar SVP and general manager SEA “A couple of weeks back, it was board meeting following the 25th DB Corp (DBCL) has announced and India, BBC Studios, Aga informed internally that Faye has Annual General Meeting in Mumbai key restructuring in its corporate was heading BBC’s content resigned as the executive editor of on September 4, 2019. Pawar sales and marketing division. monetisation and distribution the channel. However, it is said that takes on the mantle from Ashish Reema Datta, who has been arm in the region. she will still have a role to play,” Bhasin, CEO – Greater South and instrumental in leading Delhi – In a statement, BBC informed a senior resource in the Chairman & CEO – India, Dentsu Gurgaon till date, has been moved announced that it has network. Aegis Network. to Bangalore with immediate brought its Asia, and Australia Before becoming the executive Pawar is an engineer from effect, as head South to strengthen and New Zealand regions editor of Mirror Now, D’Souza was the prestigious Birla Institute of the southern team and drive together to create a newly editor, personal finance at ET Now. Technology and Science (BITS), deeper customer connect. She formed Asia-Pacific (APAC) D’Souza joined the Times Group Pilani. Apart from being on the board will spearhead the southern team regional business, comprising in October 2008 and before that, of the Sakal Group since 1985, he has from Bangalore to cater markets its international sales and she was with CNBC TV18 for four also served on the boards of several in Karnataka, Tamil Nadu, Kerala, distribution business. The years. prestigious Indian and international Andhra Pradesh and Telangana. statement added that the newly companies. He is actively involved Datta has been associated with the formed APAC business will be Media Research Users Council with various industry bodies and has Dainik Bhaskar Group since 2008, under the leadership of Jon Media Research Users Council been president of the INS as well as working in various lead sales roles Penn, former MD, Australia (MRUC) unanimously elected ILNA in the recent past. In 2014, in Delhi NCR. and New Zealand, BBC Studios.

26 afaqs! Reporter, September 16-30, 2 0 1 9