entertainment /Issue 9/2007 media communications

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Table of Contents

In the News 2-3

Industry Watch 4

Up Close 5

1 IN THE NEWS

Universal signs P9 Integrated for ‘Chak De! ’ gets high on cinema activation marketing international music with P9 Integrated

Universal Music India has exclusively signed Percept's The cinema activation space is gaining more momentum and entertainment marketing arm P9 Integrated for prominence with film producers. Fairever and P9 organized a marketing its forthcoming albums that will release this 'hockey game' contest at Fame Adlabs, to promote Yash year. The announcement came a month after the music label's Chopra's ‘Chak De India!’. Adlabs in association with P9 Integrated release of international artist - Enrique Iglesias' album ‘Insomnia’, created huge ripples through its high scale multiplex promotion for ‘Chak De! India’. P9 Cinema Activation Deputy General which debuted at the number one slot on Indian charts. P9 Manager, Abhijeet Thakar says, “The cinema space is seen as the Integrated's CEO Navin Shah says, "Currently international music most effective medium to reach out to people. The concept is sales in India comprise only 6 per cent of the Indian music market. becoming more popular by the day. So, in order to increase By 2010, with more music labels showing interest, it has the interactivity with the audiences, we built goal posts across potential to reach 20 per cent. The key drivers are the growth in multiplexes in seven cities and 10 locations to promote this film FM radio, organised music retail, remixed and compilation albums themed around sports.” and live music concerts.” Allied Media and Dentsu to share Canon's media duties Ayesha Takia and Akshay Kumar in PPC's supernatural thriller Allied Media, the media arm of the Percept Group, has bagged the media duties for Canon India, a subsidiary of Canon Singapore. The account is worth Rs 40 Ayesha Takia and Akshay Kumar are set to come together for a crore. The focus will be on localization - both in message as well supernatural thriller to be directed by . The as media innovations. The creative duties for Canon India are with movie, titled ‘Tasveer’, will be made under the banner of Percept Percept/H. To sample Allied Media's work, the agency was briefed Picture Company. It is roughly based on Manoj Night Shyamalan's with an assignment to do the media planning and buying for Canon Oscar-nominated movie 'The Sixth Sense'. Ayesha also reveals that Mumbai for a campaign titled 'Aamchi Mumbai'. she plays Akshay Kumar's wife in the film. She is super-excited at the prospect of working with Akshay. For that campaign, advertising, promotions and below-the-line activities were leveraged, apart from working towards more engagement with partners with the aim of increasing Canon's Percept's Hanuman returns in a new avatar presence and mindshare in Mumbai. This work ultimately led Canon India into choosing Allied Media as its media agency in addition to Dentsu. Shripad Kulkarni, COO, Allied Media, The animated Hanuman will be back this November comments, “We will leverage our group's expertise in delivering 2007, albeit in a new avatar from the Percept full-service solutions and partner Canon India in executing their Picture Company stable. "Hanuman Returns is a aggressive marketing plans.” story in a contemporary setting, unlike its mythological counterpart, so Hanuman's look will Allied Media launches Engagement Planning Process also be more contemporary," says Percept Picture Company CEO, Preet Bedi. The look of the film and the character of Hanuman is being kept under wraps for now. Allied Media, the media arm of Percept Holdings, today, launched the Engagement Planning Process (EPP) model, in its endeavor to offer True 3600 Media Solutions to its clients. Allied Media's T-Series and Percept enter a 5 film deal Engagement Planning Process is a one of its kind systematic process oriented model panning across the classical ATL and BTL T-Series and Percept Picture Company, two of the biggest banners mediums. in Bollywood have tied-up for a mega 5 film deal. A typical Engagement Platforms Plan would include the following Aashayein starring John Abraham which is currently in channels Print, TV, Cinema, Radio, Online, Mobile, Captive OOH, production will be a part of this deal. The film is directed by PR, Events, Alliances, Exhibitions, Seminars, Ground Promotions, Nagesh Kukunoor. Tele-marketing, Direct Mail and cut across criteria like Brand Connect, Buzz, Brand Experience and Consumer Activation. The second film will again be directed by Nagesh Kukunoor and Said Mr. Shripad Kulkarni, COO, Allied Media Integrated Pvt. Ltd., will star Akshay Kumar and Ayesha Takia in lead roles. The film “Today when the economy is on a roll and consumers are spending is tentatively titled ‘Tasveer’. freely, marketers are being forced to respond far more quickly The third is a Tamil film titled ‘Kanjivaram’, which will be and yet maintain a refreshingly different identity in the directed by Priyadarshan. consumer's mind. Media itself is going through a metamorphosis. Interactivity, changes in form and format, the impending Priyadarshan will also be making the fourth film which will star digitization and convergence are already proving to be a heady Akshay Kumar. The film is yet to be titled though. mix. Never before in the history of Marketing has there been such a dire need to get both ATL and BTL on the same platform. With The last film in the deal will be ‘Malamaal Weekly 2’, a sequel the help of a Researcher, Statistician and using TGI research, to the comedy released year. The starcast of the film will Allied Media has evolved an Engagement Planning Model to include Paresh Rawal, Rajpal Yadav and others from the conceive, Plan and execute the ATL and BTL Media Planning and original film. Buying in a way which is; an evolution ahead.

2 IN THE NEWS

IBD India betting on the Big B for Binani Cement Perspectrum bags Ajmal Group's account

Binani Cement is banking on extensive coverage Percept Holdings' integrated and celebrity endorsements to help build its marketing consultancy division, brand. Why now and why Bachchan, whose face Perspectrum, has bagged the account appears on advertisements for virtually everything from of the Dubai based Ajmal Group, which plans to launch its French chocolate to chyawanprash? “We felt that somebody with a strong line of perfumes in India. The new line of perfumes will target and well-known image, such as Amitabh Bachchan, would give the brand the boost it required,” explains Rahul Gupta, Managing both men and women. The brand will be launched in November Director of agency IBD, which has handled Binani's creatives from 2007 and will be available in New Delhi and Mumbai initially. the start. “Cement is no longer a commodity, and to ensure long Perspectrum, the IMC consultancy wing of Percept Holdings, term profitability every company today has to build its brand. offers innovative communication solutions based on a cohesive Binani needed to build top-of-mind recall,” explains Gupta. The and integrated approach. The pitch for this account was called in film is also being shown at over 300 rural cinema theatres, while July. The account spend is pegged at Rs 4 crore. Debashis Das, distributors have been given scooter-tyre covers emblazoned with Chief Executive Officer, Perspectrum, says, “This win is very the company's logo. “This campaign is a giant leap. We special for Perspectrum. It was a tough and very competitive want Binani Cement to be recognised everywhere,” says Gupta. Gupta believes the campaign has worked pitch. What got us through is our understanding of this very well for Binani Cement. “We have received positive challenging category and our capabilities in generating feedback from everywhere. In fact, sales volumes innovative ideas that were both unique and relevant and highly have started surging,” he says. sustainable in the long run.”

Society names Percept Profile ME as its PR agency for its expo

Bahrain Society of Engineers (BSE) announced the appointment of Percept Profile Middle East (PPME) as the Public Relations Agency for its upcoming Bahrain International Property Exhibition (Bipex 2007). A part of Asian media and marketing communications major Percept Holdings, PPME provides communications consultation and public relations services to clients across the GCC. The exhibition will be held from November 28 to 30, 2007, and will be open from 10am to 9pm each day. Admission will be free for trade visitors, invited guests and the general public.

Travel Social networking site, WAYN.com join hands with Percept Knorigin for marketing in India.

WAYN and Percept Knorigin have joined hands to represent WAYN, the travel social networking site, in India. Referred to as the “Myspace of travel”, WAYN.com stands for “Where Are You Now”, and is the largest travel and lifestyle membership community in the world. It is one of the only social networks that allow its members to keep track of its members from around the world and make new friends based on where they have been, where they are currently and where they are going. WAYN was co-founded by Jerome Touze, Peter Ward and Mike Lines, and has grown from 45,000 members in March 2005 to 9 million members worldwide. It is one of the few web 2.0 ventures that has managed to generate a profit. WAYN is headquartered in UK and also has offices in Poland. Jerome Touze, Co-CEO of WAYN.com, said “India represents a huge opportunity for WAYN with overall growth in the travel sector expected to continue for the years to come. 8% of WAYN's traffic is already coming from India and we expect this to increase over time. Percept Knorigin provides us with the platform and capabilities to expand our footprint into the Indian market without the need to set up a direct presence.” Percept Knorigin MD, Viraj Malik said, “Social networking has caught on in India. Most of these networking sites that are hosted or based overseas generate a lot of traffic from India. But you usually find that these sites are not able to generate value from the database or traffic driven from India. There are a lot of opportunities out here to provide better value for WAYN's investment and we are sure that with our expertise, we will be able to provide WAYN the bang for their buck.”

3 INDUSTRY WATCH

Balaji seals seven film deal with T-Series ESS, Mindshare team up to get sports marketing under the scanner with 'Brandscore' With big deals happening all across the Indian film industry, every production house is vying for a better batch. After signing a co- Sports marketing forum Brandscore, a joint initiative of ESPN-STAR production deal with Suniel Shetty's Popcorn Motion Pictures and Sports (ESS) and Mindshare, saw eminent speakers talk about various Sanjay Gupta's White Feather Films, Balaji Motion Pictures has now issues pertaining to sports branding in India and abroad. The inked a seven film deal with music giant T-Series. Incidentally, T- objective behind the forum was to present to clients and media Series too recently inked a five film deal with Percept Picture organisations the uniqueness that sports as a property offered. ESS Company wherein the films will be made over a period spanning two intends to make this an annual event. The event comprised two panel years. discussions and 10 individual presentations that explored the means to build and maintain successful brands in the business of sports. The Images Group launches BTL & experiential speakers shared their experiences, gave insightful examples of successful brands, and discussed the role of media in building a strong marketing division platform for the development of sports in the country. In a bid to further expand its business operations, Images Group has launched Images Experience, its below-the-line (BTL) and PVR gets aggressive on film distribution experiential marketing division. The services of the newly launched division will include BTL, on-line promotions and contests in With Aamir Khan Productions and PVR Pictures' two co-productions localized consumer catchments areas and groups by way of product gearing up for a release within the next six months, the latter has experience through trials and sampling. Besides offering services to now stepped up on the film distribution front. PVR has already individual brands, Images Experience will also offer turn-key acquired the theatrical distribution rights of Loins of Punjab services to large format stores and to malls, super and hyper Presents and Victoria No. 203. Apart from these two films, PVR markets, and will thus result in more productive footfalls in malls, already has 15 English films, which it acquired at Cannes this year thus benefiting them and the retailers. for theatrical distribution.

TAM to develop rating tool for PR companies IFC inks deal with Excel Entertainment After becoming the accepted currency for delivering television rating points in India, TAM Media, the joint venture between Pipping Reliance ADAG's BIG Motion Pictures in the race, AIM listed research majors ACNielsen ORG Marg and IMRB, is now aiming to Indian Film Company (IFC) has signed Farhan Akhtar and Ritesh repeat this performance in tracking news coverage. TAM Media has Sidhwani's Excel Entertainment for a six film deal pegged at a tied up with the Public Relations Consultants Association of India whopping Rs 2.11 billion (Rs 211 crores). (PRCAI) to develop a standard PR measurement toolkit for the Indian PR industry. A first cut of the proposed measurement tool has Nielsen announces research study based on already been presented to PR agencies across the country to gauge product placement their response. PRCAI members include leading PR agencies like Genesis Burson Marsteller, Adfactors, Corporate Voice Weber Shandwick and Text 100. Nielsen Media Research and Nielsen Entertainment announced the collaborative launch of a research study, which will provide an assessment of the factors impacting product placement ADAG to invest Rs 500cr to produce 40 films effectiveness. The study's initial participants include CBS/UPN Television Networks, Discovery Television, Magna Global, The Reliance Anil Dhirubhai Ambani Group (ADAG) will invest Rs Mediacom, OMD, PHD, Sprint, The Weather Channel, and Zenith 400-500 crore to produce over 40 Bollywood films in two years. Optimedia. The objective of this extensive study is to look beyond ADAG's push in film production will be through a new subsidiary of the on-screen appearances and determine how the context of a ; named Big Motion Pictures Ltd. ADAG has placement's execution can impact consumer response. already tied up with film director Madhur Bhandarkar for three films and is negotiating with Sanjay Leela Bhansali. The company Brands in the multiplex will look at big budget and art house films. With ad avoidance on traditional media on the rise, many brands are Proposed ban on hoardings in Mumbai draws flak looking at ambient media as platforms for their promotion plans. from the industry Multiplex chains in India are abuzz with branding and advertising activities that result in a good deal of experiential marketing. The OOH industry has reacted strongly to a proposed ban on Branding activities in and around multiplexes are happening on- hoardings in select wards in Mumbai. While the industry is game for screen as well as off-screen. The figures may still be small, but the regulations, it is calling for more clarity from the Government in growth rate is certainly encouraging, feel experts. Abhijeet Thakar, this regard. With the proposed policy of the Brihanmumbai Deputy General Manager - Cinema Activation, P9 Integrated, which Municipal Corporation (BMC), that has to be approved by local is an agency that specializes in such activities, says, “At present, residents and corporators, there will be lesser hoardings dotting the multiplex-based branding may amount to Rs 100 crore, which is a city landscape. Sanjay Pareek, President, Percept OOH, said, very small share of the Rs 16,000 crore advertising industry. “Unfortunately, the outdoor industry is the whipping horse for all However, more and more brands are shifting the monies they earlier and sundry. The ad hoc decision on the outdoor industry across the used to allocate to traditional media to such ambient media. In a country seems to be the norm. Therefore, this doesn't surprise us period of three years, this industry may grow to Rs 300 crore.” He (outdoor industry) and till the time the Government doesn't come expects billings of Rs 10 crore by December 2007 for P9 Integrated's out with a national policy on this issue, such knee jerk reactions will cinema activation cell. The revenue will be 10-15 per cent of that. keep on hitting the outdoor industry.”

4 UP CLOSE With Debashis Das, CEO, Perspectrum

Debashis Das CEO, Perspectrum

You are a new entrant into the Percept family. How different is it from your previous organization (Lintas)? Well, Percept is more entrepreneur driven, people driven, more flexible, more willing to take a risk and it is still evolving as an Your family? organization. Lintas is a 50 year old organization and very systems I am married to Triveni. and process oriented. Even, conservative to an extent. Probably, S h e h a s b e e n a that's what attracted me to Percept. professional working for Do you believe Integrated Marketing Communications (IMC) is TOI, Disney, Zee and is the future? c u r r e n t l y w i t h Hindustan Times as the I truly believe in IMC. IMC is very market driven. The market drives Sr VP. She loves movies communication needs. Traditional mediums are not dead and never and old songs. I will be, however, they have just become part of a larger solution. have a 14-year old IMC is the future. But a lot will depend on how we evaluate and daughter, Divya. She is monitor IMC processes and projects. in class IX. She loves There are a lot of ‘me too’ IMC agencies coming up. What is the music. She has been USP that Perspectrum as an IMC company offers? through tennis, guitar, Competition is good and is here to stay. True, every agency is roller blades, classical music, classical dance, squash, and getting into IMC in some format, but very few will survive in the long basketball classes. But each program has lasted exactly 15 days!!! run. The biggest advantage that Perspectrum has is the strength Now she is into Fashion Designing. Let's see how long this one lasts and backing of the Percept Group - we are into Advertising, PR, (smiles). Events, Media etc. and this diversity is our strength. A lot of If you had a choice of destination for your vacation, where agencies talk about IMC, but fall flat on their face when it comes to would you like to be? delivery - due to cost and other logistical factors. So while a lot of I am not much of a holiday person. However, as a good husband and players CLAIM IMC as their service, we DELIVER IMC services. I guess father, l go wherever my wife and daughter decide to go. that's where our strength lies! We know you're an avid reader what are the books you would What are your immediate plans for Perspectrum and where do recommend for Perceptites? I have just finished reading 'Kite you see Perspectrum, say, 2 years from now? Runner' and am currently reading 'A Thousand Splendid Suns' - both Our immediate plans include scaling up in terms of people and written by Khaled Hosseini, an Afghan writer. It's a good read. It's knowledge. Perspectrum will build itself into a world class IMC very fascinating to read about the Afghan culture, it's so similar to consultant in terms of knowledge, people and ideas. our culture, yet so different. We hear you are a regular squash player? Any parting comments / suggestions for all the Perceptites out I have always been into sports. I picked up squash about 4 years there? back. I am totally addicted to the game today; I play almost 5 days a I just believe that we have a fantastic team; and what we do in the week. I have a coach and I play tournaments in the Mumbai circuit next two years is going to define our long term future in the space frequently. I truly believe that one should indulge in sport. of entertainment, media and communications.

The content of this publication has been created with inputs from Percept Holdings and its Group Companies. Percept Holdings is the strategic holding company that promotes, owns and Marketingmanages, a spectrum tie-ups of marketing with mov communicationies are mov companies.ing beyond The contents of this document may not be reproduced or circulated without prior consent from the Corporate Communicationssimple pay-for-placement Department, Percept Holdings. schemes. Not for sale. Corporate Communications, Percept Holdings Pvt Ltd., P22, Raghuvanshi Estate, Senapati Bapat Marg, Lower Parel, Mumbai - 400013 Tel: +91 22 2491 8811, Fax: +91 22 24911281 Website: www.perceptholdings.com Email: [email protected]

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