WHERE ARE the NEW HITS? Hindi Gecs Have Driven the Growth of National TV Networks for Years

December 1-15, 2018 Volume 7, Issue 12 `100

WHERE ARE THE NEW HITS? Hindi GECs have driven the growth of national TV networks for years. But they seem to have lost their ability to deliver big shows. What’s the problem?

RAHUL JAUHARI JOINT PRESIDENT REDIFFUSION 16

8 6 PLUS

TOPPING THE CHARTS Most Viewed Ads 21 MOVEMENTS/APPOINTMENTS Who’s Where 22 DETTOL SITISHIELD 15 GAJRAJ RAO BIRLA AEROCON Tackling Air Pollution One Man: Many Shades ‘Leak-proof’ Strategy The brand releases its The ad filmmaker and actor The brand is targeting first-ever campaign. recounts his journey. consumers and plumbers.

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This fortnight... Volume 7, Issue 12 ew months back, Shailesh Kapoor, head of Ormax Media, said to me during EDITOR Sreekant Khandekar F an interview: “... Over the last seven to eight years GECs have been in PUBLISHER December 1-15, 2018 Volume 7, Issue 12 `100 standstill mode. After 2010-11, content innovation in Hindi -unlike regional- Sreekant Khandekar GECs stopped. The only real evolution in Hindi GECs is - non-fiction has got EXECUTIVE EDITOR more acceptability. But that’s more like a default advantage given to non-fiction Ashwini Gangal because fiction has not evolved...” ASSOCIATE EDITOR Sunit Roy WHERE ARE THE NEW HITS? PRODUCTION EXECUTIVE This fortnight, we ponder the ‘Why?’ of this. The experts we spoke to gave us Hindi GECs have driven the growth of national TV networks for years. But they seem to Andrias Kisku have lost their ability to deliver big shows. What’s the problem? a range of possible reasons. If it’s a creative block, how come it’s affecting all Hindi RAHUL JAUHARI ADVERTISING ENQUIRIES JOINT PRESIDENT REDIFFUSION 16 GECs at once – and what’s causing it? Is the market over-competitive and over- Shubham Garg crowded? Are the writers not experimenting enough – and if they are, are their risks 81301 66777 (M) paying off? Perhaps it has something to do with production budgets? Apoorv Kulshrestha 8 6 9873824700 (M) PLUS

TOPPING THE CHARTS Noida Most Viewed Ads 21 MOVEMENTS/APPOINTMENTS Who’s Where 22 The overarching theme that emerged from all our interviews is: Audience tastes Nikhil Jhunjhunwala DETTOL SITISHIELD 15 GAJRAJ RAO BIRLA AEROCON Tackling Air Pollution One Man: Many Shades ‘Leak-proof’ Strategy The brand releases its The ad filmmaker and actor The brand is targeting 9833371393 (M) first-ever campaign. recounts his journey. consumers and plumbers. are changing. Not just in the context of what they like to watch on TV, but in Mumbai general. As one producer put it, “India is changing”. The way we live, eat, dress [email protected] and entertain ourselves has undergone a massive transformation. MARKETING OFFICE B 3, Ground Floor, Sector 4, Noida -201301 Uttar Pradesh Another question worth raising is: Has the very deﬁnition of a ‘hit’ on TV changed? Surely the parameters can’t be the same as they were ten -or even three- MUMBAI 302, Makani Center, 3rd Floor, years ago, can they? Off Linking Road, Bandra (W), Mumbai - 400050 While the growth of OTT content may have little to do with the absence of hits SUBSCRIPTION ENQUIRIES on Hindi GECs, this new world will deﬁnitely stir things up. One of the channel [email protected] heads we spoke to for this article said something that stayed with me – the makers Owned by Banyan Netfaqs Pvt Ltd and of TV programmes, unlike OTT shows, focus more on the larger story arc than on Printed and published by the personalities of the characters. Sreekant Khandekar, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, As my boss puts it, characters on TV have always been ‘Fair & Lovely-ised’, New Delhi-110 063. because they’re designed to please the entire family, a diverse set of viewers. Time Printed at Artz and Printz 208 DSIDC Sheds, to change? Okhla Industrial Area, Phase 1, New Delhi - 110020

Ashwini Gangal Cover Design [email protected] Deepesh Singh CONTENTS

19 WUNDERMAN THOMPSON Beginning of a New Story 20 WPP’s decision to merge vintage advertising brand J. Walter Thompson with direct-and-digital shop Wunderman holds a mirror to ethos of advertising today.

AN OBITUARY Remembering the Guru KV Sridhar on his guru 14 Alyque Padamsee, who passed NEROLAC POINTS OF VIEW away recently. Belting it out Smartly Brands and Celebs: Have the rules of The brand turns conveyor engagement changed? 18 belts into shade card.

afaqs! Reporter, December 1-15, 2 0 1 8 5 tisi

BIRLA AEROCON ‘Leak-proof’ Strategy The green building solution brand launches its first-ever campaign. By Sunit Roy

lumbing solutions in India is estimated to be `10,000 crore Pin which the organised or branded segment is around 50 per cent. This category is growing in double digits and gaining traction with the government driving towards ‘Pakka’ houses and sanitation. There is strong competition between national and regional players and the market is flooded with various brands such as Astral, Finolex, Plasto, Supreme, Star Pipes & Fittings, and Texmo, to name a few. And being ‘leak-proof’ is a virtue that stands for consistent performance. and Hyderabad. Hence, the brand felt There was once a carpenter, who Although the B2B segment is where it was time to take a well-calculated always replied with a standard phrase, “We wanted to the main business lies, most of these marketing drive to gain momentum ‘Sir, main kabhi aisa-waisa aapko ensure that both brands have, time and again, crafted and establish a stronger positioning. bataunga hi nahi...’ That was stuck communication keeping in mind the However, there are a number somewhere in my mind. So, we said, the superior quality B2C segment. of marketing and distribution what if you had a plumber who ends of the product and Taking the competition head-on, challenges the brand faces today. up having a new name every day. And Birla Aerocon, the green building “The smaller players in the market, everything just flowed from there.” brand Birla resonate solutions brand from the house of who are region-specific, play on a In a market where no one really HIL, recently launched the campaign very low price strategy. This is due cares to distinguish one pipe from together in the - ‘Naam Birla Dekhke Lena’. to various low input costs that create another, making people think of Birla form of a single Conceptualised by Ogilvy, the TVC pricing pressure on a national brand Aerocon differently, is an uphill task. is a quirky take on the problems like ours. This is in spite of our Hence, establishing the durability of communication for caused by leaky plumbing. operations in a multi-geographic Birla Aerocon Pipes was the prime the consumers.” The TVC showcases the superior environment with multiple logistical focus of the creative team. “House- quality that Birla Aerocon offers in complexities and even with the owners don’t really worry about what DHIRUP ROY the ‘leak-proof pipes and fittings’ presence of multi-locational plants,” pipes go into their homes. They rely CHOUDHARY category. The brand is targeting informs Neha Gupta De - head of on the word of the plumbers. So the end consumers as well as plumbers/ marketing, HIL. thinking is that ‘a pipe is a pipe’. For influencers, through this campaign She adds, “The competition is us, the brief was to make the plumber, message conveyed humorously. directly. fierce but that’s what makes it even as well as the house-owner, think According to Chitresh Sinha “We wanted to ensure that both more interesting for us. Competition about the pipe that goes into the home - CEO and head, Innovation, the superior quality of the product drives us to better our quality and and consider Birla Aerocon Pipes Chlorophyll Innovation Lab, “In and brand Birla resonate together in brand even more.” above all else,” explains Moonje. India, even today, customers get the form of a single communication This is Birla Aerocon’s first involved in the visible elements (like for the consumers. HIL (formerly TAKING THE attempt to reach out to its customers bathroom fittings or exterior paints, known as Hyderabad Industries HUMOROUS ROUTE in a mass way. There will be a but not in the invisible items like Limited) and Birla Aerocon brands Speaking of the insight on which 360-degree communication rollout putty or pipes). There are strong are well known, but to get better the new campaign is based, Nilay for the campaign. The brand has influencers in these categories traction from the influencers Moonje - group creative director, planned for extended visibility of the who finally make the decision. In campaign in Above the Line (ATL), that sense, I don’t think of it is Below the Line (BTL) and digital a B2B segment. It is more of a Conceptualised by Ogilvy, the TVC is a quirky formats. It will run the campaign ‘B2I’ segment, which is business to take on the problems caused by leaky pipes. in two phases - pan-India ATL, influencer. So, the strategy is correct followed by a channel-focused BTL to engage with the B2B audience.” (plumbers being the key), we decided Ogilvy, says, “Right from the campaign. ATL will play a pivotal Ayan Banik, head - brand strategy, to go with this,” informs Dhirup Roy beginning, we knew we had to think role in creating a positive brand Cheil India, says, “What I really like Choudhary - MD and CEO, HIL. of something that would get people positioning for Birla Aerocon. in the communication is the intrigue Birla Aerocon recently extended its to notice Birla Aerocon Pipes. We are built around it with the product product portfolio (aiming to establish selling something that people don’t WELL-AUGMENTED? being linked to the final revelation. it across India) with the launch of SWR usually care much about. So for us, a The ‘leak-proof pipes and The entire premise of a young guy (soil, waste and rain) and Pressure story with good doses of humour was fittings’ segment is full of multiple constantly changing his name is funny Pipes and Fittings in the ‘pipes and always in the pipeline.” brands and sold online as well as and intriguing enough for the viewer fittings’ segment. The brand has made He adds, “Often when you at mom and pop store across the to keep watching the ad without significant investments in terms of ask people such as plumbers or country. We asked experts if the pressing the TV remote or hitting the adding capacity for the manufacture of contractors, you get over-confident brand succeeded in making a dent in skip button on YouTube.” n pipes and fittings in Surat, Faridabad replies and assurances in return. the consumers’ mind with a strong [email protected]

6 afaqs! Reporter, December 1-15, 2 0 1 8

oi GAJRAJ RAO One Man: Many Shades The ad filmmaker and actor who features in the recent blockbuster, Badhaai Ho, recounts his journey. By Shweta Mulki “Boys in my village e’s made 1600-odd films have seen Sacred till date. “I’m still nervous Habout first reactions in Games and asked me pre-production meetings (PPMs). Everyone who wants it to do well is why I’m not in it.” there and I’m telling them how we’ll GAJRAJ RAO go about it. In the first five minutes, the ball is rarely on the bat.” That sounds a little bit like Mr Kaushik - you showing such a big TV in a village Earlier, clients didn’t familiarise So two years after shifting to the character that Gajraj Rao plays in home, I can say - my uncles have themselves with the process too much; Mumbai you started Code Red his latest movie. one,” smiles Rao. today they make dubsmash videos. Films with producer Subrat Roy Ad-man Rahul DaCunha’s Starting out in advertising as a They suggest cast, locations and are and got your first break because Facebook shout-out to Rao’s ‘permanent freelancer’ with Sarkar, involved at every stage. Sometimes the of Dr Prannoy Roy... performance states, “Carrying the Rao started Code Red Films in 2003. references they give are contradictory. Before we branched out, everyone film on his Mr Bean-like shoulders, Edited Excerpts: But I see their perspective. After the encouraged me, but not many picked dialogue-less darting eyes, perplexity, film, I’m done, but for the brand head, up the phone later. I didn’t have paranoia, pain, and pregnancy You decided early on that you there’s a lot at stake. Now all three my own showreel, (no YouTube conveyed at various times...” won’t be a full-time actor... entities - production house, brand back then) so convincing people was The same ‘pair of eyes’ also features I’ve had days with no money when and agency - are on the same page, tough. on the poster of Anurag Kashyap’s I was doing theatre (at ACT 1). I with the same concerns, they’re more We approached Raghu Bhat and Black Friday. “I was stopped by cops was averse to debt and knew movies approachable and flexible. Manish Bhatt (at Ambience) who a couple of times and had to clarify would have fewer opportunities as asked us to shoot a ‘handycam’ film things,” says Rao, smiling. The coy I was particular about my roles. I And what about the shift in on the national anthem. We felt ‘Kaushik Saab’, that menacing voice worked (small jobs) - in a tailor shop, audiences? it could be our ‘visiting card’ and in Aamir (2008), the mean cop in in a bookstore in Gole Market and in Boys in my village have seen Sacred decided to do it on film, putting in Talvar - it seems like Rao can play a garment export firm. Later, Shoojit Games and asked me why I’m not in all our money (some on credit). It it all, thanks to his roots in theatre - (Sircar) took me to Siddhartha Basu it. What was risqué earlier is common was a huge production, which we something that also guides him while who created a position for me on now. A kiss is ok. In sanitary napkin shot in a day. directing his cast in ad films. his quiz show - I was an audience ads, the language was clinical, focused The film was two minutes long “Films are mounted so quickly coordinator and helped with scripting on hygiene. We were told to hire and everyone we approached asked now. When I was an assistant 20 years sometimes. Once they were asked to someone ‘who is 22, but looks young’. for a shorter one. After 20 days, ago, I remember there were barely do a quiz with undertrials in Tihar Now, you can hire a 13-year-old girl it reached Dibang of NDTV India a dozen prominent ad-filmmakers. Jail. I was given that - it was a great and depict her story realistically, not who told us Dr Roy asked for it to be There were a few avenues for release experience and it featured in the via those glamour shots. aired. It played from 14 August, every and fewer TVCs. Clients could afford Limca Book of Records (for the first hour, on their two channels. We to wait for a particular director to get ever quiz in prison). After Basu, you worked for five became ‘legit’ overnight. Soon after free. Now that universe has expanded years with Pradeep on about 500 that Milind Dhaimade (Everest) gave massively,” Rao explains. You said it was a transition era TVCs and 12-15 music videos us Parle, Aggi gave us McDonald’s When Pradeep (Sarkar) dada was when you entered advertising... (including the Euphoria ones)... and there was Tide with Nitesh. VP of Art at Contract Advertising in It was the time satellite TV entered One day, as an actor, I went to the late 1990s, he wanted to direct, India and clients felt ads in English Jain Studios in Delhi; one just met You are known among young but there was no easy switching of were not working everywhere. People ‘somebody’ there. It was at dada’s audiences as the ‘TVF Dad’. roles in agencies then,” recalls Rao. like Piyush Pandey were creating a (Sarkar) shoot that I ended up helping And you feature in Love Per “Film (stock) was expensive and new language and I could smell that I out on with production and props. I Square Foot - Netflix’s first limiting. Technology changed that - wasn’t unwanted. My misconceptions learnt everything about filmmaking Indian film. Digital is great for when camcorders came in, one could (based on movies) on the elite being from him. Besides assisting, I used talent - what about the impact on experiment with scratch films - that rude were broken. Ms (Syeda) Imam, to write and he valued my opinion. ad-filmmaking? was the transition phase,” he adds. at Contract, was among those elegant Also, because he was from an I feel web-series/OTT filmmaking Born in Dungarpur, Rajasthan, folk; she liked my writing. agency, he always had that perspective. is such a cohesive process. In Bang Rao grew up in a railway colony in Earlier, when I would start Some product categories would be Baaja Baraat, the script was solid. Delhi. “Touring cities all over India speaking in Hindi at meetings, there uninteresting even for creative But in advertising, in the last few with ACT 1 (his theatre group) - I was a sudden pause - mainly because directors, but dada taught me that years with digital, it’s a bit like a got valuable insights. I see how the it was unusual. But they did see that I there was always a way to create magic, food court; there was a certain purity mobile has transformed the lives of understood the heartland. add some music - make a difference. before, it was all stylish, there was village folk - they shop on Flipkart, (“These doors and walls are all passion, time spent on writing, but are YouTube-savvy, etc. When I go How has the advertiser’s approach dada’s,” an emotional Rao gestures there’s some dilution now. n for PPMs, if a client says - why are to the process changed? across his office) [email protected]

8 afaqs! Reporter, December 1-15, 2 0 1 8

#vdonxtasia DELEGATE REGISTRATION OPEN AGENDA 2019 Presents REGISTER asia Changing patterns of digital video NOW consumption

www.vdonxt.com What’s the kind of action happening EEE E in the rest of Asia? 3rd Edition Finding a new language for storytelling JANUARY 17-18, 2019 What the big YouTube channels NOVOTEL JUHU BEACH, MUMBAI tell us about Indian taste Advertising vs Subscription models: which one works better – and for whom

Are good scriptwriters the biggest limitation in the march of the Originals?

How far have Originals got in Indian Languages?

Content that is working in Indian languages

BIMAL UNNIKRISHNAN DINESH MENON GIRISH DWIBHASHYAM KARAN BEDI NACHIKET PANTVAIDYA How the rise of digital video is impacting MEET SOME HEAD OF CONTENT CMO HEAD OF CONTENT CEO CEO OF OUR EARLY VUCLIP STATE BANK OF INDIA SPUUL MX PLAYER ALTBALAJI the TV business CONFIRMED From film to online video: the experience SPEAKERS Are marketers using digital video to the utmost? The impact of AI on video content

SAMEER NAIR SATYA RAGHAVAN TARUN KATIAL VIVEK COUTO Note: Representative agenda subject to change. CEO ENTERTAINMENT HEAD CEO OWNER & CO-FOUNDER APPLAUSE ENTERTAINMENT YOUTUBE INDIA ZEE5 INDIA MEDIA PARTNERS ASIA and many more.... ------For Sponsorship contact : Silver Partner Samarjit Singh : +91 9811436040 For Exhibition contact : Jatinder Singh : +91 9971658902 For everything else contact : Bronze Partner Sudipto Adhicary : +91 9582938291 | Isha Dara : +91 9711084406 #vdonxtasia DELEGATE REGISTRATION OPEN AGENDA 2019 Presents REGISTER asia Changing patterns of digital video NOW consumption

Are good scriptwriters the biggest limitation in the march of the Originals?

How far have Originals got in Indian Languages?

Content that is working in Indian languages

SAMEER NAIR SATYA RAGHAVAN TARUN KATIAL VIVEK COUTO Note: Representative agenda subject to change. CEO ENTERTAINMENT HEAD CEO OWNER & CO-FOUNDER APPLAUSE ENTERTAINMENT YOUTUBE INDIA ZEE5 INDIA MEDIA PARTNERS ASIA and many more.... ------For Sponsorship contact : Silver Partner Samarjit Singh : +91 9811436040 For Exhibition contact : Jatinder Singh : +91 9971658902 For everything else contact : Bronze Partner Sudipto Adhicary : +91 9582938291 | Isha Dara : +91 9711084406 tisi NEROLAC Belting it out Smartly afaqs!Reporter spoke to Peeyush Bachlaus, GM - marketing, Kansai Nerolac Paints, about the brand’s OOH initiative. By Abid Hussain Barlaskar

ansai Nerolac Paints has successfully turned conveyor Kbelts at the baggage claim area of airports, into its own, animated, larger than life shade card (also fan- deck) and people are talking about it online. The company did it as an outdoor act in which conveyor belts featured shades of paints offered by Nerolac while also carrying gifts for travellers. Nerolac’s initial effort on these lines was conducted last year, during Diwali, at the Chhatrapati Shivaji He maintains that other than go. The drill continues, till now, Maharaj International Airport in the monetary investment there was during the daily maintenance work,” Mumbai. The act was tried out on “We came across the also a lot of effort that went into says Bachlaus as he signs off. a single conveyor belt. The buzz conveyor belt while preparation. Bachlaus adds, “Unlike Sanjay Shukla, COO, Max, BTL generated encouraged the brand to overnight plans, it can’t be delivered wing of DDB Mudra group says, craft a sequel. This year, the brand looking for ambient quickly. There are two ways of “The idea stemmed from looking for chose Netaji Subhash Chandra Bose advertising and didn’t outdoor activation, either utilising/ a non-traditional media. The baggage International Airport in Kolkata and innovating existing media or creating belt presented us with the opportunity two conveyor belts; the unveiling know if it could be something new. This is the latter to showcase the entire shade card of coincided with Durga Puja. Max, the used. Nobody had where the ideation, as well as the the brand in an interesting manner. BTL wing of DDB Mudra group has innovation in its execution, required The number of planks on the belt is crafted the campaign. It ran for nine tried it here.” huge effort, time and patience. It around 254 - just what we needed to months in Mumbai and is set to run EEYUSH ACHLAUS took months of testing and trials. show the range of colours by turning for the same time in Kolkata. P B Testing solutions stretched over a every plank into a shade.” Indian airports, especially the long period and we eagerly awaited “We were pretty sure that the media baggage claim areas, have been a it here. While options like putting the final outcome. It was a test of would break clutter and one spends a hub for OOH ads with lots of digital stickers around conveyors or using patience.” good amount of time at the baggage displays. However, the conveyor belt, digital signboards at the airport were belt. However, we needed a ‘bang’ and an animated and busy public amenity available, it took us a while to figure THE EXPERIMENT did that through novel gifting during within this space has, for the most out the possibility and if this, as a WENT WELL... festivals. The baggage belt helped us part, been untouched by advertisers. media, could be bought at all. It “In such experiments, you either reach many unique customers and Naturally, it begs the question was then included in our overall have a damn good idea and know that has generated interesting queries. It - Why hasn’t the baggage conveyor inspirational marketing activity for it’s going to work or the ecosystem created curiosity towards the brand belt space not been utilised before? aiding the selection of shades.” supports it. Both worked in our while also generating great word- favour. The idea had a positive vibe of-mouth. Thus, we continued our Nerolac first advertised on conveyor belts at the while discussing it internally and campaign,” he adds. we took the leap of faith. My only Chhatrapati Shivaji Maharaj Int’l Airport in 2017. concern was perfect implementation. EXPERT SPEAKS Nerolac has done its due diligence “A lot of today’s content is user- When I saw the first render, I knew Manish Bhatt, founder - Scarecrow and found this space to be quite generated. We already had the that this was the thing,” says Bachlaus. M&C Saatchi, says, “The brand beneficial to have repeated the digital propagation in our mind ‘Was it because of its experimental scores full marks for implementing campaign this year. while planning it and only facilitated nature that you chose only one the campaign, despite the challenges. Globally, brands have tried their the positive content. When the conveyor belt in one airport, the first It was a painful thing to execute, for hands at making the most out of previously unnoticed conveyor belt time?’ we asked. sure. The brand encouraging the idea airport conveyor belts in various ways. underwent a colourful change, it “We had little time, but we had to is absolutely commendable.” Peeyush Bachlaus, GM - created conversations. With people do it well and quickly. By the time “However, there is a problem with marketing, Kansai Nerolac Paints, mentioning us regularly, it has we had the solution, we did not have the implementation. From a design says that the initiative is special and definitely given us a lot of positive time to include more airports. We perspective, it’s a 3D design with close to the heart since it retained visibility and brand love.” went ahead with just one. Also, the multiple dimensions and does not the brand’s concept of shades and conveyor belt designs vary from each require Nerolac to be written on every colours while still allowing for a mass SO HOW HEAVY AN other and from airport to airport. corner. With too much branding, it’s approach. INVESTMENT WAS IT? The solutions have to be individually overkill and a disastrous design idea. It “We came across the conveyor “It doesn’t come cheap and wasn’t tailored. The plates on the belts have killed the consumer’s inquisitiveness belt while looking for ambient an easy investment or decision for us; to be wrapped one at a time, unlike as to ‘who did it?’ Nobody does that, advertising and didn’t know if it we had to dwell upon it and think it any single part which could be pulled not in any medium,” he adds. n could be used. Nobody had tried through,” Bachlaus says. out, wrapped and reinstalled in one [email protected]

14 afaqs! Reporter, December 1-15, 2 0 1 8 tisi DETTOL SITISHIELD Tackling Air Pollution The brand released its first-ever campaign conceptualised by Autumn Worldwide. By Sunit Roy

he rapid decline in India’s Cambridge N99 military grade masks air quality has hit a new low. with its 3-layer filtration (the brand TThe Air Quality Index (AQI) claims it gives 99 per cent filtration hit 999 (the maximum a monitor from PM 2.5 bacteria and viruses). It is can record) at some places in Delhi - washable and available in four designs/ NCR a day after Diwali. An AQI of colours and sizes, to suit people of 50 is healthy and anything above 100 different ages. Then there’s the Dettol is considered unhealthy. SiTi SHIELD N95 mask (claims to To combat the issue, anti- give 98 per cent filtration from PM pollution mask brands - such as 2.5) that is available across price points Honeywell, 3M, Vogmask, Oxypure, starting from `99 (disposable), `249 Atlanta Healthcare Cambridge, and `799 and the Dettol SiTiSHIELD Respro Techno, and Totobobo - Cambridge mask and Protect+ Smart are available in the market. These mask (these feature a valve to provide are sold at health clinics/hospitals and over the counter at pharmacy stores. Reckitt Benckiser (RB) too introduced Dettol SiTiSHIELD, an anti-pollution mask in the category. Recently, the brand launched its ‘#ShieldYourLungs’ campaign to promote its Cambridge N99 (military grade) and N95 masks. The brand has also been driving campaigns to promote ‘Swachh Hawa’ as part of its flagship initiative - Dettol Harpic Banega Swachh India. It focuses on the use of a protective measure against air pollution, shielding lungs from the harmful and adverse effects that “Northern India, accompany air pollution. “Very few people know that specifically Delhi- against toxic air. a seamless flow while breathing). air pollution can reduce breathing NCR, Rajasthan, The air pollution mask market “Northern India, specifically efficiency by half a lung. Nine out in India is expected to grow at a Delhi-NCR, Rajasthan, Punjab, of 10 people in India are affected by Punjab, and Haryana CAGR of more than 18 per cent by and Haryana are big markets for air air pollution. Hence, with Dettol are big markets for 2023, owing to the growing health pollution masks due to stubble burning ‘#ShieldYourLungs’ campaign we concerns due to deteriorating air in and around these geographies. aim to create awareness around the air pollution masks.” quality in the country, especially And Dettol SiTiSHIELD is one of hazardous effects of air pollution on ANKAJ UHAN across the urban areas. Increasing the mainstream brands especially in lungs and how wearing a mask can P D emission of pollutants due to surge this segment,” Duhan informs. protect one’s health,” says Pankaj in industrial activity, stubble burning Before the campaign was Duhan, chief marketing officer, RB While protecting the environment is and expanding vehicle fleets are some rolled out, in-depth analysis South Asia Health. important, it is also critical to act on of the other factors that are expected of social conversations, search The ads films were conceptualised the adverse effect of toxicity on health. to boost the sales of anti-pollution trends, pollution and mask related by Autumn Worldwide and produced The insight driving this campaign masks in the country over the next conversations were conducted. Post by Momomoto Studios. The is the people’s acknowledgment of five years. Moreover, increasing per research, the two major TGs that campaign has been brought to life air pollution, yet there is no urgency capita expenditure on healthcare and the brand wanted to engage were on digital, print, radio, OOH, and in finding immediate protection safety products, rising consumer the ‘commuter’ - who is exposed to on-ground in stores. Two films were against it. Hence, the idea was to awareness regarding respiratory polluted air every day while travelling released and at least 8+ creatives are communicate in a hard-hitting disease and benefits of anti-pollution in a Metro train/bus/car, and ‘school- live across touchpoints. The brand manner, so that it can drive action or products are anticipated to fuel going kids’ - who are most vulnerable also released a humorous video with at least influence people to consider demand for pollution masks in India to respiratory ailments. Sahil Khattar (online influencer), anti-pollution masks.” in the coming years. Under the ‘#ShieldYourLungs’ informing Delhi’s population of the “Unfortunately, consumers still campaign, the brand drove existing AQI levels. BUILDING A CATEGORY pick any mask sold at retail stores - conversations with three radio Sahil Trehan, vice president, CONVERSATION cloth masks, surgical masks and even channels with RJ’s and experts Autumn Worldwide, says, “The Exposure to air pollution has basic ones that do not really protect talking to people on-ground about air challenge in this category is that negative health consequences at them from PM 2.5 pollutants. Hence, pollution in the most crowded places people perceive air pollution as an every stage of life - from the womb we are doing our bit to educate and of Delhi. Further, the brand also tied environmental concern only and the to old age. There are both short- promote the use of N95 and N99 up with Uber and Lybrate to install air solutions discussed are long-term, term as well as long-term effects. masks,” says Duhan. pollution measuring devices for real- e.g. planting more trees, reducing the Hence, personal protection becomes Currently, the brand offers a range time updates and is driving Twitter number of cars on the road, etc. a priority for individuals, especially of options - Dettol SiTiSHIELD trend conversations around AQI. n

afaqs! Reporter, December 1-15, 2 0 1 8 15 WHERE ARE THE NEW HITS? Hindi GECs have driven the growth of national TV networks for years. But they seem to have lost their ability to deliver big shows. What’s the problem? By Suraj Ramnath

indi general in FY2018. During 2015-18, the But ﬁrst, a background. Hindi market, the show is No 1. entertainment viewership share for Hindi GECs fell GECs have been around for years. Zee TV found a hit in Kumkum channels, or GECs from 28.5 per cent to 22.1 per cent of The popular programmes from the Bhagya in 2014 (a daily soap about as they’re more total TV viewership, as per Broadcast 1990s include Dekh Bhai Dekh, a group of strong women living popularly known, Audience Research Council (BARC) Tara, Shanti; around the turn of the together in a matriarchal family); the Hare very important to broadcast India. century came shows like Kyunki Saas spin-off Kundali Bhagya in 2017 (a networks. These channels get It’s fair then to dub it a crisis Bhi Kabhi Bahu Thi, Kahani Ghar romantic drama), has been liked too. a disproportionate amount of the if the world of Hindi general Ghar Ki and CID. In the last decade, Barring these successful shows, the network’s total advertising, and the entertainment on television has shows like Balika Vadhu, Udaan, Hindi general entertainment factory health of a network is very closely been struggling to deliver hit shows Pavitra Rishta, Yeh Rishta Kya has stopped producing new hits. linked to the health of its most over the past three years. What’s Kehlata Hai (which will complete Which is not to say they didn’t popular Hindi GEC. the problem? Is it a creative block? 10 years in January 2019) and try. Some offbeat themes did emerge, In India, the overall TV viewing Is the market too crowded? Does Taarak Mehta Ka Ooltah Chashmah for example Sony Entertainment universe is growing, but within that, the reason tie back to budgets? Or (which reached 2,600 episodes on Television’s Beyhadh, a romantic the viewership share of Hindi GECs changing audience tastes, perhaps? November 13, 2018) came our way. psychological thriller (273 episodes), has fallen. The genre has been doing Or does it have something to do Colors’ Naagin, launched in 2015, Kuch Rang Pyaar Ke Aise Bhi, a poorly, as compared to others like with BARC’s sampling methods? has been a season-based show but romantic drama (414 episodes), news, movies, kids’ channels, and even Or something else, entirely? Well, has, time and again, met success Jaat Ki Jugni, an action drama (70 regional GECs. According to KPMG, it’s most likely a combination of despite losing its protagonist Mouni episodes), and Yeh Moh Moh Ke the Hindi GEC genre accounted for several factors. This article attempts Roy to Bollywood. The third season Dhaagey, a romantic drama (109 27.7 per cent (`18,057 crore) of the to explore the reasons for this dearth of Naagin is on air; as per BARC episodes). But the shows did not total AdEx on TV (`65,190 crore) of hit shows. ratings for Week 47, in the Urban pull the kind of ratings the channel

16 afaqs! Reporter, December 1-15, 2 0 1 8 costo expected and were discontinued. Colors tried something different INDUSTRY SPEAKS with Beypannah, a romantic mystery drama, this March; the show entered BARC’s top 5 but soon slipped and eventually went off air on November 30. The channel also launched Silsila Badalte Rishton Ka, about an extra- marital affair, this June; it is being moved from TV to Viacom18’s OTT platform Voot. ZEE TV launched Zindagi Ki Mehek in 2016; it went off this September after 505 episodes. The channel launched Piyaa Albela in 2017; it went off air this August. "Success is a function of "Every time there is a "The time for shorter Star Plus too has seen its share of many aspects, like the different story within shows has come. Shows trouble, for instance, Humko Tumse Ho Gaya Hai Pyaar Kya Karein in time slot, the amount of the show; the generation could be split across 10-12 June 2016 (which went off air by promotion, the marketing of viewers has moved seasons. Or some stories October) and Kuch Toh Hai Tere budget, the story, but forward, so the content could be told in just one Mere Darmiyaan (launched late I believe if you take should appeal to them... season. Either way, the in 2015, but taken off air after 83 episodes in January 2016). In 2016- the time to define your ‘new’ needn’t mean audience can’t be expected 17 the channel launched several new characters well, the ‘difficult for the masses to to watch the same show shows like Tamanna, Pardes Mein show does well, because understand’ or for years. That’s where Hai Mera Dil and Silsila Pyaar Ka – all went off air after a short life. it all boils down to similar to OTT." non-fiction has grown (KBC, powerful characters." Asit Kumarr Modi Bigg Boss) because people FICTION FATIGUE Aparna Bhosle founder, Neela Telefilms know it will end within An obvious reason is the business head, Zee TV and (producer of shows such as temptation to repeat a formula that three to four months." works. In a 2017 interview with FTA GEC Taarak Mehta Ka Shailesh Kapoor afaqs! Reporter, Punit Misra, chief Ooltah Chashmah) founder and CEO, executive officer, Zee Entertainment Ormax Media Enterprises, said, “... we need to spend a lot more time figuring out a way to break out of the tyranny of mythology-based show Radha Krishna says, clarifying that “new” needn’t muses. sameness, something we see today. and Star Plus’ barely two-month-old mean “difficult for the masses to In general, in the world of TV, the One thing works... it is repeated show Kulfi Kumar Bajewala about a understand” or “similar to OTT”. fear at the makers’ table is: ‘What if everywhere. We need to create more little girl. “Whether they’ll sustain or Channels will do well to start the audience doesn’t come back?’ or compelling content.” not, we will know in a few months. working on what Modi terms ‘What if they forget the plot by the Shailesh Kapoor, founder and At least they’re not joint-family “limited series”, that is, shows with time the next season is out?’ chief executive officer, Ormax Media, dramas,” Kapoor adds. It’s not like about 150-200 episodes. Taarak Attributing the slowdown to the a media consulting firm, believes the channels haven’t experimented with Mehta, he concedes, is an exception. larger competitive scenario, Rajan audience is unwilling to invest three- fresh storylines. The experimentation, According to Yash Patnaik, Shahi, founder, Director’s Kut, four years in a fiction show anymore. he decodes, has been at the cost of founder, Beyond Dreams (producer of Star Plus’ Yeh Rishta “The time for shorter shows has relevance. Bizarre stories about people Entertainment, (producer of Sony’s Kya Kehlata Hai) says, “There is come. Shows could be split across one can’t connect with won’t work Kuch Rang Pyaar Ke Aise Bhi), too much competition now. If 10-12 seasons. Or, some stories just because they’re unconventional; there’s an undeniable ongoing the concept doesn’t work, in two- could be told in just one season. ironically, even experimentation must paradigm shift in the Hindi GEC three months, the shows are taken Either way, the audience can’t be be balanced and familiar. This is a space. And whenever there’s a shift off.” Add to this the movement of expected to watch the same show for writing and production challenge. The like this, “there’s bound to be some youngsters towards digital platforms years. That’s where non-fiction has makers of daily soaps, who’re churning effect, some positive and some not and content. The scene is about to grown (KBC, Bigg Boss), especially so many episodes around the clock, so positive. I think this is a ‘phase of get even tougher for TV channels as compared to daily fiction, because don’t get time to invest in writing and correction’.” looking to grab the attention of this people know it will end within three storytelling. It’s not just TV viewers but all of segment of viewers. to four months...” Ideally, the gap India that’s changing, he points out. He adds, “We have to evolve between seasons should be less than CONTENT CRISIS Lifestyles are changing in the world with time, re-structure our shows six months, some experts feel. If people crave newness, then we inhabit; we’re moving from and merge the worlds of ‘massy’ Often, people reject weekday why do they patronise a simple, single-screen theatre to multiplexes, audiences and those that respond to fiction even before a show is conceptually ordinary show like single shops to malls, two-wheelers specific sensibilities. Somehow new launched, because they have an idea Taarak Mehta Ka Ooltah Chashmah? to four-wheelers, etc. “This (general shows are just not working and that what it’s about. With the rise of Asit Kumarr Modi, founder, Neela entertainment on TV), like any other is worrisome for the makers, because digital and clutter on WhatsApp, Telefilms, that produces the show, medium, will find a new voice for we spend so much time – eight to 12 people don’t have the patience to give attributes its popularity to the sustenance and growth,” predicts months – developing these shows...” something a chance, and are quick to makers’ attempts to improvise Patnaik. On the content side of the And he speaks from experience. reject. And it doesn’t help that most the content over the last decade. discussion, he swears by characters His Kuch Toh Log Kahenge for shows are replicas of the ones that “Every time there is a different story that resonate with viewers, stories that Sony Entertainment Television and preceded them. within the show; the generation of connect with people at a “generic” Tere Sheher Mein for Star Plus Recent exceptions have been shows viewers has moved forward, so the level, and plots that astonish, even were critically acclaimed and visually like Star Bharat’s six-month-old content should appeal to them,” he stun. “We need more writers,” he quirky, respectively, but neither got continued on page >> afaqs! Reporter, December 1-15, 2 0 1 8 17 oitsoiw Brands and Celebs: Have the rules of engagement changed?

Alia Bhatt, who endorsed Gionee’s handsets last year, now poses for Nokia. Too similar, too soon? Who’s keeping track, anyway? By Abid Hussain Barlaskar

MD, Alchemist Marketing marketing head of CEO and founder, vice president, marketing - and Talent Solutions a sanitary-ware brand Do IT Talent Ventures Axis Mutual Fund

EARLIER, AMBASSADORS USING A CELEBRITY IN AN IDEAL WORLD, IF THE AD STAYED WITH BRANDS FOR A BRAND IS BRAND AND CELEBRITY CAMPAIGNS ARE FOR LONG PERIODS. BUT LIKE BEING IN A RELATIONSHIPS HAVE INTENSE, WITH A AS CONSUMER INTEREST, RELATIONSHIP. TO BE LONG-TERM. HUGE MEDIA SPEND, BEHAVIOUR AND DIFFERENT STROKES ENDORSEMENTS ARE IT WOULD CREATE creatives started changing and for different folks sums it up. used to build brands via some confusion among wearing out fast, it required Ideally, the personalities match means like communication consumers, but this also depends a faster change in brand and it’s for keeps. Think of the breakthroughs, etc. And a on the gap between each. ambassadors too. Today, 90 per Hyundai Santro and Shah Rukh brand’s growth target can To be frank, I don’t remember cent of associations last one to Khan association. But sometimes, be varied - ﬁnancially or any communication from Gionee two years only. you just want a quick lift-me-up psychographically. Thus, it having Alia Bhatt in it. So, unless In categories such as and the flavour of the season can helps to have a long-term a brand intensively utilises its skincare, there are fewer do that. Eternity or loyalty is not relationship. endorser, it wouldn’t create endorsers against a large expected by either side. However, today, the much impact and would be very number of brands. One Today, socially aware people larger long-term marketing temporary. There is no clear- endorser is soon approached by joke about it; they know that it’s objectives are broken into cut perspective to this and it another larger brand offering all paid endorsement. There are smaller goals. It could be depends on factors such as a higher fee. It’s the demand- jokes doing the rounds on how a micro objective. Again, the brand, the category, the supply ratio. Consumers the recent wedding of Ranvir there are also cases where intensity of advertising, the time today are also used to this (Singh) and Deepika (Padukone) the brand’s management has the endorser has spent with phenomenon. There surely was actually two rival phone changed several times but the brand, etc. Today, even if is some fractured retention, companies (OPPO and Vivo) the endorser hasn’t and that’s Shah Rukh Khan, who has been but that’s not all. Previously, getting together. This shows because the brand is building associated with Hyundai for long, a different brand wouldn’t how today’s social media-savvy itself on the endorser’s vanity. is seen in a Maruti Suzuki ad, I approach an endorser during consumer takes it all with a pinch Also, there is no time, don’t think it would create much the cool-off period, unlike of salt. There are no pat answers marketers are under pressure of a difference. Today’s smart and as in real life relationships, consumer knows that Khan never today. Also, association models to deliver and the world is the only thing one can say with changing fast. Thus, short and used a Santro and would never are changing. Three-year any certainty is - it depends. quick endorsements are not a use a Maruti Suzuki small car associations have become one problem. either. year and it’s heading towards quarterly brackets as well.

18 afaqs! Reporter, December 1-15, 2 0 1 8 biittio

AN OBITUARY Remembering the Guru KV Sridhar on his guru Alyque Padamsee, who passed away recently. By KV Sridhar

n 1992, Alyque hired Chax (KS an ego. From Alyque, I’ve learnt the Chakravarthy) and me. This was KV Sridhar importance of being dogged about Imy first stint at Lintas – during with Alyque one’s ideas. That’s how he brought my second stint at Lintas, Alyque had Padamsee at creative people to centre-stage. Before retired already. At the time, people the former’s him, suits ruled agencies. The next would hire art and copy professionals book launch generation owed it to him... whether together… no one would call on us as last year it’s Piyush, Prasoon, Balki, me, individuals. We were famous as teams – Agnello, Josy, Ravi Deshpande... it’s Chax and I, Piyush (Pandey) and Sonal all thanks to Alyque... he put creative (Dabral), Neville (D’Souza) and Josy people at the centre of the agency (Paul), and the fourth team was Freddie business. (Birdy) and Naved (Akhtar). Alyque believed every creative Kersy Katrak, who was the creative person must ‘finish’ his own ads. I recall head at Lintas then, called us, with a a time when Alyque reprimanded Chax message saying ‘I don’t know who you and me for hiring a couple of ‘finishing guys are but Alyque is very impressed artistes’. It was only when Chax met with you. So we fixed a date. Chax magazine that used to present an curtains, how noisy the room is, how him and insisted that we needed these and I went to Lintas thinking we’re ‘Agency Report’ based on revenue – high the ceiling is – Alyque was a people there, did Alyque go with it, going to meet Alyque again... We were not awards – ranked Lintas at No.2. very tall man – he wanted to know grudgingly. “Pops is a control freak like taken into a conference room – people Alyque was furious. More so, because whether his hand movements would you, Alyque...” Chax made the case. used to present their portfolios on Mike Khanna of HTA (now JWT) be restricted while presenting... he’d Today, commerce has become too slides back then – and, to our surprise, released an ad about the rank his go to the extent of finding out whether important to creative people. Today, found around 14 people sitting there. agency got – No.1. Mike did a lot the client is short or tall... that way, he creative professionals are responsible We were introduced to everybody of PR around it. Alyque was angry could decide before hand how much for both the creative product as well as and he asked us to carry on and because HTA had included the eye contact he would make, whether revenue. This has made them far more present our work to the room – the revenue figures of its second agencies. he would sit or stand during the caring about the business. Previously, HR head, finance head, some board Had Lintas done the same, and added presentation. It was like a play and the when creatives had to focus only on members, some clients, the corporate the revenue numbers of its second client’s team was the audience. their work, they were far more careless. I communications team... everyone was agencies like Karishma Lintas, then He never compromised. When remember, around the early ‘90s, when there. it would have been ranked No.1. Kamasutra was launched to rival the I argued with Cadbury’s then marketing Lintas at the time was divided into Alyque then put up a huge banner – other existing condom brand at the head Rajiv Bakshi regarding a campaign five teams – Bombay One, Bombay the largest one had seen in those days time - Nirodh - he created what was for Overtures (today the brand is called Two, Bombay Three, Bombay Four, – outside Express Towers, which is then a very sexy campaign with Pooja Celebrations). The client had a 3 lakh and Bombay Five. It took us around a huge building next to the Air India Bedi and Marc Robinson. When the media budget; I went and asked him two hours. Then they asked us building in Bombay, that said: ‘Lintas client saw the campaign, they said it for a 5 lakh production budget. It was questions about our presentation... – No.1 brand building agency’. That was too sexy. “That’s the whole point,” for print! Not even for television. I after which Alyque announced, “Now banner was visible from the governor’s Alyque said. In those days we had to was adamant. I said: “Who asked you it’s up to you gentlemen to woo them house, from Malabar Hill, from all send the storyboard to Doordarshan to to make such expensive chocolates? to come to Lintas, and join your unit!” across the Queen’s Necklace (Marine get approval before shooting, but Lintas You cannot have cheap advertising for So over lunch, all the unit heads Drive). That ended the argument. went ahead and shot the campaign. premium chocolates...” I put up huge, and general managers kept talking Every newspaper took a picture of it When DD objected saying the campaign expensive sets at Famous (Studios). It to Chax and me, trying to sell their and printed it. Alyque never spoke was too sexy to run, Alyque went and had to be grand. Alyque supported me unit, discussing how good their to the press, he didn’t accuse HTA explained to them why a sexy campaign completely. “If you need me, I’ll come business is. Alyque made sure we about the revenue figures... none of like that would help the government along...” he said to me. were publicly auctioned! Then they that. That’s the kind of person he was. meet its own objective of promoting That was the kind of freedom had a private meeting and Alyque Huge vision, big impact. family planning. Most of his ideas were we had. But when creative people came back saying, “You guys are too He was very disciplined. He took audacious and he would go to any became answerable on the money expensive; no one unit can afford you everything seriously. He was extremely extent to champion the ideas. He would front, the equation changed... creative two. They want you to work in two punctual; he’d turn up an hour before take both, the glory and the blame. got diluted, agencies became insecure. different units. But that can’t happen client meetings to pre-check the There were many debates between That’s why, today, media heads are – you both should work in one unit. projector lights, bulbs, decide who Lintas and Unilever because Alyque bigger stars than creative people. So I am over-ruling everything and would sit where. refused to make any changes to his But people like Mohammad Khan, putting you in the most creative unit – What’s more – he would present campaigns. If the client didn’t like it, Frank Simoes, Subhas Ghosal, and Bombay Three.” He joked and asked to clients like it were a theatre he would burn the films in office and Alyque Padamsee, never cared what us if we’d like to be paid as a team or performance! In fact, he would say to clients: “Fine, we’ll make another people said. These were the real whether we’d prefer separate salaries! always send two servicing guys to commercial... since you’re party to this, mavericks. Today’s mavericks are a A lot of people used to say ‘Alyque conduct a ‘recce’ of the conference should we split it, will you pay or do lot saner. n Padamsee has a larger than life ego; he room, to understand the kind of space you want me to pay for the next one?” (As told to Ashwini Gangal. KV Sridhar feels he’s God...’, but on the contrary, he’d have to move around when If the client said no, he’d spend his own is fondly known as Pops in the ad industry and that day, he made us feel like Gods. presenting. He’d want to know things money and re-do the campaign. runs an agency called HyperCollective). I remember the time A&M, a like... whether the room has windows, Every creative champion must have [email protected]

afaqs! Reporter, December 1-15, 2 0 1 8 19 tisi

WUNDERMAN THOMPSON Beginning of a New Story WPP’s decision to merge vintage advertising brand J. Walter Thompson with direct-and-digital shop Wunderman holds a mirror to ethos of advertising today. By Ashwini Gangal

ew days back WPP united two of its agency once did. Media, data and consulting-led agencies brands to form a new entity: Wunderman are the ones getting CEO -and business- access,” F(a ‘creatively-driven, data-inspired digital adds Sethuraman, who presently runs ‘The New agency’ brand) and J. Walter Thompson (JWT) - Business’, a business-acquisition service for a ‘marketing communications’ brand - have been communication agencies. brought together to form Wunderman Thompson. Upendra Namburi, who led marketing at The merged entity is positioned as a ‘creative, data Bharti AXA General Insurance recently, surmises and technology agency’. about the name Wunderman Thompson, “A lot The development is in line with former WPP “Advertising agencies need to re-package their of the communication and marketing initiatives CEO Sir Martin Sorrell’s recently articulated agency brands and re-calibrate their product. are getting more performance-led. The thought is vision to simplify the structure of the network Putting Wunderman before Thompson might just probably to position itself as a marketing technology – and, consequently, its proposition to clients – be a strategic error. The JWT brand name stood company, rather than a creative communications through internal consolidations of this kind. for advertising. And great brands are built by great agency alone. It could also be an attempt to make it Last year, within GroupM, WPP merged MEC advertising. Now marketers may not know what more ‘downstream’, more connected to day to day and Maxus to form Wavemaker, a ‘media, content the merged entity is all about and may go to a business. Typically, advertising has been about the and technology agency’. Couple of months back boutique creative shop for the advertising part.” communication, without actively playing a role in WPP announced the creation of VMLY&R, a new Chauhan presently runs his own consultancy driving customer experience and sales.” agency it created by uniting its agency brand Y&R (TSC Consulting) that helps organisations chart Karan Kumar, chief brand and marketing with its digital marketing firm VML. The new market strategies and product portfolios. officer, Fabindia, says, “From a name point of entity is positioned as a ‘brand experience agency’. Another prevalent view is that classical view, they’re obviously trying to tick the right Just as we were beginning to grow accustomed advertising brands have become increasingly boxes; Wunderman is associated with themes to calling the agency “J. Walter Thompson”, as commoditised of late. “Ten years back, it that are more conversational and topical in opposed to its more popular acronym ‘JWT’ – would have probably been Y&R before VML today’s marketing context – like CRM, data, which was used between 2005 and 2014 – the and Thompson before Wunderman,” says Shiv digital, analytics. This seems more like a back-end agency brand has been dissolved to give way to Sethuraman, former Group President, Cheil, exercise to streamline both agencies, operationally Wunderman Thompson. In the past, J. Walter South West Asia, referencing WPP’s recent (and and financially.” Thompson was known as Hindustan Thompson aforementioned) internal consolidation. “Whether a marketer’s various needs are met Associates (HTA) in India. He feels, advertising agencies no longer have by a single entity or by different agencies from What amuses me is the dual reality of ‘brand the equity they used to command; they’ve slipped a single network, fronted by a common account JWT’ ceasing to exist here on and Wunderman down the value chain. Moreover, data, analytics manager, doesn’t matter. The concern is: when you being the first name of the merged entity. Are and digital-led agency brands are believed to have merge skill-sets, agency structures and leadership, vintage agency brands no longer attractive to a bigger role to play in attracting clients. it becomes nebulous and unclear which styles and clients? “A development like this one is a network’s competencies will trump the others...” Kumar Says Tarun Singh Chauhan, former managing self-conscious reaction to clients saying creative adds. n partner, JWT, and former president, Lowe Lintas, agencies no longer have the kind of value they [email protected]

you are launching three shows and if it yields a more on the story arc than individual character- >> continued from page 17 2+ TVR, then you are really lucky.” building. This, she feels, increases the chances Hindi GECs have lost share by more than six of failure. per cent since 2015. Could this have anything “When launching a new show, success is Where are... to do with changes in BARC’s sampling and a function of many aspects, like the time the desired numbers. And when experimentation measuring systems? slot, the amount of promotion, the marketing is not rewarded with numbers - well, it’s a scary Golwalkar attributes the loss of Hindi GEC budget, the story, but I believe if you take place for any producer to be caught in. And these eyeballs to the OTT content wave. He says, “A lot the time to define your characters well, the soaps are expensive to make. Typically, a daily of catch up TV is happening on OTT platforms show does well, because it all boils down to soap requires an investment of `8-15 lakh per and that doesn’t get monitored by BARC. A lot powerful characters,” says Bhosle, attributing episode. Maybe the cost of experimentation is of our content goes on JIO TV, for example. I am the popularity of Kundali Bhagya and Kumkum just too high and the lure of safe choices, too not saying GEC viewership has grown. Yes, it has Bhagya to this effort. comforting to forgo. definitely dropped but not to the extent BARC Should GEC content mimic OTT sensibilities is showing.” It’s the overall decline of the GEC more? No way. One can hardly compare THE OTHER SIDE OF THE TABLE... segment than the unfavourable success ratio of the two mediums at ‘science of content’ level. Turns out, the success rate of a new TV new shows that worries him. But fact is, OTT will definitely stir up the show is typically in the area of 14-15 per cent. Aparna Bhosle, business head, Zee TV and content that makes up the Hindi GEC pool on Ashish Golwalkar, senior creative director - FTA GEC, believes people go looking for ‘other Indian television. It will force programming programming, Sony Entertainment Television, options’ only if they’re disappointed by what heads and show producers to challenge the way says, “If you are launching 10 shows there is GECs have to offer. “The 9-10 pm slot is when they approach their content. And that might not bound to be only one that will be a hit; others people like to watch TV...” be a bad thing at all. n will either be average or below average shows. If TV soaps, unlike OTT shows, tend to focus [email protected]

20 afaqs! Reporter, December 1-15, 2 0 1 8 ostiws

Rag rag mein Daude city THE MOST AUDACIOUS AD OF THE MONTH be heard

HONEYWELL JOY KURKURE TWISTKEEN BISLERI RSH Global has launched a marketing PepsiCo India recently introduced Kurkure The packaged drinking water brand launched The campaign, featuring brand ambassador campaign for its brand JOY with popular Twistkeen. In the ad film, the brand ‘Har paani ki bottle Bisleri nahin’ campaign Kareena Kapoor Khan, shows the import- actress Mouni Roy to inspire women to takes a witty jab at the spillable nature of to reinstate the trust of consumers and seal ance of ‘healthy sleep’ over ‘sound sleep’. embrace the qualities that make them traditional namkeen like bhujiyas. the preference for the brand. Creative Agency: The Womb naturally beautiful. Creative Agency: J. Walter Thompson Creative Agency: Soho Square

VICKS BIRLA AEROCON ONEPLUS DETTOL SITISHIELD Vicks’ latest ad is the second edition of the The brand recently launched its first-ever Smartphone brand OnePlus’ latest Dettol SiTiSHIELD, from the house of Reckitt ‘#TouchOfCare’ campaign. This tale brings TVC - ‘Naam Birla Dekhke Lena’ - showcasing Diwali commercial uses its fan-base and Benckiser, launched ‘#ShieldYourLungs’ to light the real story of a girl named Nisha the superior quality that the brand offers in community following to infiltrate consumer campaign to promote its Cambridge N99 who’s suffering from Ichthyosi. the ‘leak-proof pipes and fittings’ category. minds. military grade and N95 masks. Creative Agency: Publicis Singapore Creative Agency: Ogilvy Creative Agency: Happy mcgarrybowen Creative Agency: Autumn Worldwide

TITAN OCTANE LIFEBUOY NOKIA COCA-COLA The latest campaign - ‘Be A Sport’ - by Lifebuoy’s latest campaign focuses on Nokia rolled out a campaign featuring Coca-Cola rolled out its Diwali campaign Titan Octane is a light-hearted take on the importance of hand hygiene, with the Alia Bhatt, the recently appointed brand featuring Anupriya Goenka and Ayushmann masculinity. The campaign highlights the backdrop for the pitch being festivals ambassador. The film shows the range of Khurrana. The ad urges people to make evolving role of modern men. celebrated by a vast number of people. Nokia smartphones powered by Android One. Diwali special for someone. Creative Agency: VICE (India) Creative Agency: Lowe Lintas Creative Agency: McCann Worldgroup Creative Agency: McCann Worldgroup

ZEE5 COLGATE STAR SPORTS CHUMBAK Zee5 has launched its global campaign Colgate-Palmolive (India) launched a fresh Star Sports released an ad film for the Chumbak released an ad film that ‘Dil se Desi’, officially marking the digital campaign ‘Andar se Strong’ for its flagship recently concluded ICC Women’s T20 establishes the brand uniquely in the platform’s entry into the international brand Colgate Strong Teeth. The TVC World Cup. Shot in Kashmir, the film consumer’s set of lifestyle brands with a market. features Deepika Padukone and her mother. shows the journey of a young girl who focus on their fashion story. Creative Agency: Publicis Worldwide Creative Agency: RedFuse Communication wants to play cricket. Creative Agency: Ogilvy India

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afaqs! Reporter, December 1-15, 2 0 1 8 21 o

A round up of some major people MOVEMENTS/APPOINTMENTS movements in the last fortnight DIGITAL MEDIA MX Player Ezetap, an electronic payments com- ZEE5 appointment of Stephanie Lee as MX Player, local video player app pany which he co-founded in 2011 Tejkaran Singh Bajaj, head - head of sales - APAC, to expand from Times Internet, has appointed and was CEO of. He is a graduate of original content, ZEE5 has quit its footprint in the region. Lee Tarannum Alam as head - Agency Harvard Business School and Cornell the orginasation. Bajaj worked with has over 15 years of experience in Business. In her new role, Alam will University. He will join WhatsApp in the OTT platform for more than managing regional sales functions be responsible for driving relation- early 2019. a year. Before joining ZEE5, Bajaj for technology services companies ships across advertising and media worked with Maxus for four years. in the digital content and media agencies pan India with a focus on Amazon Prime Video space. revenue growth for the app. She will Pradip Thakker has been appointed as Lokmat be based in Delhi and will report to head of Amazon Prime Video, Direct Shalini Gupta, VP - brand com- Network18 Viraj Jit Singh, senior VP and head - IN. Previously, Thakker worked with munications, Lokmat Media, has Network18 has appointed Raju Revenue, MX Player. Viacom18 Digital Ventures as asso- quit the company to join Inox Narisetti as consultant digital ciate vice president - content and Leisure as VP - brand and com- strategy. Previously, Narisetti was Whatsapp marketing. Prior to joining Viacom18 munication (marketing). Gupta working with Gizmodo Media Neeraj Arora, chief business officer of Digital Ventures, Thakker worked worked with Lokmat Media for Group as chief executive officer. WhatsApp, has decided to step down with The Walt Disney Company for two-and-a-half years. In another development, from the role. The announcement close to six years. With more than post Joy Chakraborty’s exit from was made in a Facebook post by Arora 16 years of experience, Thakker has Sony Entertainment Television Network18, the company has himself on his personal FB profile. also worked with Star India, Turner Sagnik Mukherjee, brand head given the additional responsibil- Arora mentioned in his post that he Broadcasting, Filmy - Sahara One, (AVP) - brand management and ity of heading sales to Avinash would be ‘taking some time off to Zoom and Synovate in the past. marketing, &TV has quit the Kaul, chief operating officer, recharge and spend time with family.’ channel to join Sony Entertainment Network18. Priyanka Kaul, who An alumnus of IIT Delhi, Arora has ALTBalaji Television as associate VP, held the designation of presi- had stints with Google, Paytm and Nimisha Pandey, head of content, marketing. Mukherjee worked dent-special projects, TV18 will Times Internet. ALTBalaji has quit. She is current- with &TV for close to five years. now take over the responsibility In another development, WhatsApp ly serving her notice period. Pandey He was involved with the launch of broadcast focus and branded has appointed Abhijit Bose as head worked with the OTT platform for of the brand &TV. content and Rahul Kansal, group of WhatsApp India. Bose will build close to three years. Before joining brand advisor, Network18, in WhatsApp’s first full country team ALTBalaji, Pandey was creative direc- Amagi addition to his current respon- outside of California and will be based tor at Balaji Telefilims and prior to Cloud-managed broadcast ser- sibility, will take charge of the in Gurgaon. The team will focus on that, she worked with 4 Lions Films vices and advertising solutions overall network-wide marketing helping businesses connect with cus- as creative director. She has more than company Amagi announced the of the group. tomers. Bose joins WhatsApp from 14 years of experience.

MARKETING ADVERTISING

Cargill and campaign management. He joins Cheil WW India been excited about trying new Cargill has appointed Piyush Patnaik KKR from ESPN, where he was Advertising and marketing com- things and broadening my hori- as managing director (MD) for its leading brand and content marketing munication agency Cheil WW zons, and that’s exactly what I’ll oils business in India. Patnaik will for both ESPNcricinfo and ESPN.in. India has announced the appoint- be doing. I am fully confident be taking over from Deoki Muchhal ment of Emmanuel Upputuru as that Publicis will continue to rise who has left the organisation after Raymond chief creative officer. Upputuru and make stellar work for its cli- 15 years. Patnaik has over 18 years Continuing with the transformation will be responsible for strength- ents.” of experience. Most recently, he was journey as Raymond Reimagined, ening the creative capability and the strategy and business develop- Raymond Apparel, a wholly-owned reputation of the agency. With JWT ment head for Cargill’s oils business subsidiary of Raymond has appoint- over two decades of experience J. Walter Thompson (JWT) in India. ed Nirvik Singh as the non-executive across communication networks, re-designates Tarun Rai as the chairman and has inducted Anshu Upputuru has had stints with chairman and group CEO of JWT MakeMyTrip Sarin and Gautam Trivedi as new houses like WPP and Publicis. South Asia. Rai oversees mul- MakeMyTrip has appointed Vipul board members. tiple countries with full-service Prakash as chief operating officer for Publicis Worldwide India agencies and digital companies MakeMyTrip and Goibibo. In this Apple Publicis Worldwide India’s chief including specialised divisions role, Prakash will be responsible for Apple has appointed Nokia’s Ashish creative officer and MD, Bobby such as Shopper, Rural, Events, developing and executing strategic Chowdhary as country manager for Pawar, will be moving on from Design, Production, and Social. direction and priorities of the com- India. Previously, Chowdhary was the agency after a five-year stint. In another development pany. He joins MakeMyTrip from chief customer operations officer Pawar confirmed that he is set to Shujoy Dutta has been appoint- PepsiCo where he was last serving (CCOO) at Nokia. He had joined join Havas Group India as chair- ed as the head of planning for as senior VP - beverage category for Nokia in 2003 and has handled vari- man and CCO. He will leave JWT - Bangalore office. Dutta PepsiCo India region. ous international roles ever since. Publicis by the end of January has been with JWT for over nine 2019. Bobby Pawar, says “I’ve years. In his last role at JWT Kolkata Knight Riders Havmor Ice Cream had a blast working with Saurabh, Delhi, he has been the planning Kolkata Knight Riders has announced Havmor Ice Cream has appointed Srija and the incredible creative lead on brands such as Airtel, the appointment of Kaustubh Jha Anindya Dutta as its new MD. Dutta talent as Publicis Worldwide Hero Motocorp, Naukri.com, as head of marketing. Jha comes will be taking forward Lotte’s vision India. But as they say, all good Jeevansaathi.com, 99acres.com, with over 10 years of experience of expanding its business footprint things do come to an end. I’m the ITC Hotels, RedFM. MagicFM, in partnerships, content marketing in India. kind of person who has always to name a few.

22 afaqs! Reporter, December 1-15, 2 0 1 8 jobswitch

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afaqs! Reporter, December 1-15, 2 0 1 8 23 2016/-(inclusive taxes).

3495/-(inclusive taxes).