May 1-15, 2011 Volume 2, Issue 9 `100 34 NOT SO GREEN

AFTER ALL DEFINING MOMENTS N Murali Indian consumers are not ’s outgoing MD ready to pay more for green in a candid mood. products, just yet. 42

BLOW UP A Burning Point Save public property is the message. 22

PROFILE Fali Vakeel Lowe Lintas’ new vice- chairperson talks shop.

LIMCA Getting Fresh 12 INDIATIMES-IPL Cricket Fever Continues 16 BRANDING Change in the Air 36 32 MTV The Attention Seekers 52

EDITORIAL

This fortnight... Volume 2, Issue 9

EDITOR he idea of examining the state of ‘green marketing’ in has been appearing in our editorial Sreekant Khandekar T meetings for some time now. When we finally got around to it, the news has not been very happy. PUBLISHER Prasanna Singh While the average Indian is among the least polluting – possibly because poorer consumers pollute CONSULTING EDITOR less - their willingness to do something about the environment is not convincing. Marketers in India M Venkatesh don’t seem terribly enthusiastic either. They are bound to feel that if consumers don’t care, why should CONTRIBUTING EDITOR they stretch themselves? None of this is helped – either in India or elsewhere – by Prajjal Saha consumer suspicion that the tomtoming of environment-friendly products is a cynical SENIOR LAYOUT ARTIST marketing gimmick. Vinay Dominic May 1-15, 2011 Volume 2, Issue 9 `100 LOGISTICS 34 The ambivalent Indian reaction to the broader state of the environment is surprising Rajesh Kanwal NOT SO GREEN considering that citizens feel strongly at least about deforestation. Trees seem an object ADVERTISING ENQUIRIES AFTER ALL DEFINING MOMENTS of greater affection than anything else. A mixture of indifference, powerlessness and N Murali Hansika Koli, (0120) 4077834 4077837 Noida Indian consumers are not The Hindu’s outgoing MD ready to pay more for green in a candid mood. Varun Mohan, (022) 40429702-5 products, just yet. 42 fatalism may explain the state of affairs. Neeraj Ranjan, 09886846842 Marketers like to point out that Indian consumers would like to buy a product [email protected]

BLOW UP that is friendlier on the environment – as long as they don’t have to pay a premium. A Burning Point Marketing Office Save public property is the message. 22 Well, it is pretty much the same state of affairs all over the world. A small percentage B-3, First Floor, Sector-4, Noida-201301. of consumers are committed to buying a green product regardless. The rest will pick up Tel: (0120) 4077800. one only if it is a compelling buy on other attributes. Mumbai PROFILE Fali Vakeel 501-502, Makani Center, 5th Floor, Lowe Lintas’ new vice- chairperson talks shop. In the west, marketers have learnt that green products must perform as well as Off Linking Road, Bandra (W), LIMCA Getting Fresh 12 INDIATIMES-IPL Mumbai - 400050 Cricket Fever Continues 16 – if not better than – rival products. In that situation, the ‘green’ slant can become BRANDING Change in the Air 36 Tel: +91-22-40429 709 - 712 32 MTV The Attention Seekers 52 compelling enough to drive a purchase. Marketers have also realised that to broaden Bengaluru the appeal and go mainstream, they need to establish a connection between the green S-1, New Bridge Corporate Centre, attribute and a consumer benefit – for example by emphasising that ‘solar energy is 777 D, 100 ft Road, Indira Nagar, kind on your pocket’. Being matter of fact and earthy in communication is another thing that creates Bengaluru - 560038, India credibility for the claim. And finally, the internet can be used powerfully to involve consumers with Subscription Enquiries Garima Agnihotri, (0120) 4077837 little nuggets of information or by engaging them in an interactive play (as P&G did when it launched [email protected] Tide Coldwater in the US about half a dozen years ago.) Printed, published, and owned by The news may not be very cheering. It also means that there may be an opportunity for brands Prasanna Singh, Publisher, at 7-A/13, Ch. Ratan Singh Complex, across categories to leverage this opportunity. Jawala Heri Market, Paschim Vihar, New -110 063.

Printed at Cirrus Graphics Private Limited B-62/14, Naraina Industrial Area, Phase II, – 110028. Sreekant Khandekar Cover Photograph [email protected] Masterfile India CONTENTS 51 20 PLUS TATA DOCOMO Uncomplicated 14 SMITH & JONES COLORS Virtual Moves Upping the Ante 20 Viral marketing through branded INMA video films. The Way Forward 24 IAMAI INTERVIEW 44 18 Surfing Away Merrily 38 Laurie Coots RAPID METRO RAIL TBWA’s chief marketing officer on her unusual role. What’s in a Name? 48 SAB MILLER POV 60 Responsible Drinking 48 Weekend Reading VODAFONE BLACKBERRY MESSENGER RADIO Are readers ready for weekend- Dancing to Your Tune Just Making Sure only ? A BTL activity that revolves Join the BBM community, Turning the Tables 52 around the Super Zoozoo. exhorts this ad.

afaqs! Reporter, May 1-15, 2011 5 SYMBIAN I@XT7VGG@UDI UurTrp‚q8‚€vt Sponsored by

Canon India> Digital imaging firm Canon India has allo- cated a budget of `100 crore for marketing and promotional activities this year. Besides, it is also gearing up to launch its new TVC featuring its brand ambassador Sachin Tendulkar. The company has recently launched 29 digital imaging products and also plans to expand its customer base to five million people from one million this year.

To double its HUL> Aiming to double its sales by 2015, FMCG major sales by 2015 Unilever (HUL) is looking at a range of strategies, okia has again made it to three times faster than the existing HUL is looking at including new launches and re-launches, to fill the space in evident that Symbian oper- stock Symbian browser. Apart from its product portfolio. Besides re-launching its Lifebuoy talcum Nating system (OS) will not speed, the new browser features the new launches and powder brand, it has also gone for brand extensions for be available in its new phones after most needed upgrades to the user re-launches. Knorr and Kissan, in the soup, jam and ketchup categories 2012. But it promises to support all interface as well. respectively. MARKETING Symbian devices till the year 2014. Nokia has also announced the Ovi Maps with social media latest installment of Symbian, giving integration: Ovi maps have also Emami> Personal care brand Emami is targeting rev- the mobile OS a new lease of life. improved with the upcoming enues worth `400-500 million from a new range of skin care The new version of Symbian has Symbian Anna update and will fea- products in the current fiscal year. The company plans to a host of new features and tweaks ture smarter search for places, along launch the new range of skin care products, under the brand that are imperative to unleash the with auto complete. Users will fur- name Pure Skin around May. As part of the process, the com- full potential of modern devices like ther be able to check into popular pany has signed an agreement with Mibelle Biochemistry of Switzerland for exclusive rights of this skin technology for a Nokia N8 and E7. Now people can social networks such as Facebook, period of up to four years. Emami, also plans to spend `200 expect even better and faster perfor- Twitter and Foursquare. million in advertising and promotion. mance from their devices once the They can also share updates Anna update (as it has been named via e-mail and SMS directly from the by Nokia), is installed. application. The company has Jaypee Group> After getting into an array of businesses WHAT ANNA BRINGS TO Integrated Microsoft commu- acquired land like infrastructure and real estate, Jaypee Group will now be THE TABLE: nicator mobile: Symbian Anna, taking a plunge into the dairy sector. The group initially plans near Mathura to to set up a one-million litre per day milk processing plant along with Microsoft Exchange, will set up a process- near Mathura in UP with an initial investment of `100 crore Improved look and feel: Anna is feature Microsoft Communicator ing plant. under its Jaiprakash Agri Initiatives Company (JAICO). an overhauled version of Symbian Mobile, an instant messaging applica- with new colour schemes, visual tion, which can check the availability upgrades and even modified icon of your colleagues, view your com- placement, all of which amounts pany’s directory with information Continental AG> Tyre maker Continental AG is all set to acquire Modi Rubber’s tyre unit - Modi Tyres. to an upgraded visual appeal of the about people’s presence and run Post-acquisition, Modi Tyres will become a subsidiary of new OS. instant message conversations with Continental. The German company plans to expand the It is touch-friendly and it has a compatible Nokia devices. tyre business in India and will introduce new technology responsive operation which can uti- and products for the local market. With this, Continental lise the phone’s resources in a more Improved Ovi Store: Faster appli- is the fourth multinational tyre maker to enter India, after effective way. A vertical Qwerty key- cations search, keyword suggestion, Yokohama, Bridgestone and Michelin. pad has also been added to the user spelling checks, increased download interface. limits and auto complete are some new features in Symbian Anna. Philips> Electronics major Philips is aiming at increasing Improved browser: Anna will also With so many optimisations, its market share in India and hence is consolidating its posi- feature a new internet browser which searches are expected to yield better tion in this segment. The company has lined up a host of new the company claims to be up results and save time too. products in sound segment, that will be launched in phases by June. Philips recorded overall sales of EUR 25.4 billion in QUOTE OF THE FORTNIGHT 2010, of which 34 per cent was from the emerging markets. Additionally, the company is targeting a revenue of 40 per cent ‘‘We see an annual growth from emerging markets by 2015. of 25 per cent, with a huge demand from metros, where The company’s Henkel AG> Germany-based Henkel AG will sell its entire drinking packaged mineral board has stake in Henkel India to Jyothy Laboratories the makers of Ujala Supreme fabric whitener. The deal water has become a way of approved the sale marks a phase of consolidation in the life.’’ of its 50.97 per Indian FMCG space, as companies have been looking for buyouts, both in local RAMESH CHAUHAN, CMD, BISLERI INTERNATIONAL, ON THE BUSINESS OF PACKAGED DRINKING WATER, IN cent stake. . and international markets.

6 afaqs! Reporter, May 1-15, 2011

IPL I@XT7VGG@UDI SvqvtCvtu Sponsored by

he Indian Premier League (IPL) has been a much sought after property by advertisers ever since its launch. Now it is also being Tused aggresively by the English movie channels to grab audience attention. On the lines of HBO’s Hollywood Premier League (HPL), STAR Movies, too, has designed a two-month Superstar League to feed > Mint, the business daily from HT Media, has intro- into the 11 pm block and hitch a ride on the cricket mania to grab eyeballs. duced a printing facility in . With this launch, Mint The channel has handpicked a mix of critically acclaimed and popular now has seven printing locations across Delhi, Mumbai, Hollywood titles that will be showcased under the banner. Some of Bengaluru, , , Ahmedabad and Hyderabad. these titles include Alice in Wonderland, From Paris With love, My Best The print location at Hyderabad will primarily cater to the Friend’s Wedding, Hollow Man, Spiderman 3, Tomorrow Never Dies, residents of the twin cities of Hyderabad and Secunderabad. The Hancock and National Treasure. In Hyderabad, Mint will bear a cover price of `3.50 on week- MEDIA days and `5 on Saturdays, and have 28 pages on an average. Why the need for a branded block? Hyderabad will have an initial print run of 10,300 copies, Properties based around IPL on English movie channels essentially serve which will eventually go up to 15,000 copies. two purposes. They allow channels to package these properties for the adver- tisers and hence, monetise them better than their regular FPC. Two, it helps keep the buzz on the channel alive, so that it is not lost in the IPL hype. Eros is digitising EROS International> Eros International Media is digitis- According to broadcasters, the 11 PM slot enjoys high ratings, post the 9 and cataloguing ing and cataloguing its entire library of movies, comprising pm slot during the IPL season. Himmat Butalia, its entire library over 1,000 titles across languages, and setting up an in- marketing head, Sony PIX, says, “The viewer- of movies, com- house ‘Digital Asset Management’ platform. It has deployed After the ship following an IPL match jumps by 70 per global digital content services Cricket World cent for the overall English movie genre. This prising in excess group Prime Focus Technologies development leads to higher sampling and vis- of 1,000 titles (PFT)’s CLEAR content operations Cup, IPL is the its to all channels during breaks and after the across languages. management platform to administer new lingo for matches.” With the ICC Cricket World Cup its extensive content library. this season - a having come to a close, IPL is the new lingo for this season. The movie genre is trying its best to term that exhib- encash this fresh flavour, opine various media Financial Times> The Financial Times (FT) has launched its a strong executives. “The IPL is a very familiar name an international advertising campaign that underscores the amongst viewers. Therefore, the association of FT’s position as the go-to source for global news and analysis affinity with any property with the IPL brand increases the and its channel-neutral strategy in delivering FT’s content viewers. probability of that property,” says Anita Nayyar, whenever and wherever readers wish to consume it. chief executive officer, MPG. The campaign was created by DDB and it comprises print, online and television advertisements. The central image Is differentiation the key? features the world’s iconic business buildings (FT cityscape) The dissimilarity between the genres (IPL and movies) in itself creates a set upon a person’s fingertips, while accompanying text and differentiation for the viewer to make a willing shift. voiceovers emphasize the FT’s multi-channel role in keeping “However, the problem seems to be that everyone is doing almost the its audience informed about various events of the world. same thing,” says Shailesh Kapoor, chief executive officer and co-founder, Ormax Media. However, differentiation can be built for the slot by choosing the right titles that offer a select personality under the specific 11 pm branded block. “With better titles showcased, the probability of the 11 pm band being sampled more will increase,” says Nayyar.

QUOTE OF THE FORTNIGHT ‘‘This year, the TV advertising industry is expected to see an optimistic growth and advertisers will surely get SUSHIL KUMAR associated with properties where they find value.’’

SATYAJIT SEN, CHIEF EXECUTIVE OFFICER, ZENITHOPTIMEDIA, WHETHER ADVERTISERS WILL SPEND ON GECS AFTER SPLURGING ON CRICKET IN AFAQS!

8 afaqs! Reporter, May 1-15, 2011

OLIVE CROWN AWARDS I@XT7VGG@UDI 68 ‚vtH‚€r‡ Sponsored by

t the first Olive Crown Awards conducted by the India chapter of International Advertising Association (IAA), Dentsu emerged as the Atop agency winning the maximum awards, particularly for the ‘Save Our Tigers’ campaign for Aircel. Dentsu picked up three golds and three silvers in all, and was also The D&AD White Pencil> The D&AD has named adjudged the Green Agency of the Year, amassing a total of 55 points, Piyush Pandey, executive chairperson and creative followed by Mudra Communications (20 points) and Umbrella Design (15 director, Ogilvy South Asia as the ambassador of the points). D&AD White Pencil. Pandey, along with the other Aircel was awarded the Green Advertiser of the Year, with its campaign ambassadors, will take the message of the White Pencil winning in several categories and accounting for 45 points. Idea Cellular, initiative, its opportunities and challenges forward. The with 35 points and Nokia, with 20 points, followed Aircel. award will be given to an idea that raises awareness, Idea Cellular and Nokia shared the Green Brand of the Year gold metal, or changes behaviour around a social, environmental or while Lowe Lintas’ ‘Save Paper Use Mobile’ campaign for Idea Cellular health issue. The award has been introduced to celebrate fetched the agency the Campaign of the Year silver metal. The Green Brand and commemorate D&AD’s 50th anniversary in 2011. of the Year award was judged in consultation with The Energy Resource Institute, the >> ACCOUNT MOVEMENT Recognising knowledge partner of the event. responsible Dentsu’s ‘Save Our Tigers’ campaign fetched the agency a gold in the Campaign of the Year > Scarecrow Communications has been appointed as the advertising by category. The campaign also won the agency a creative consultant for one of Nestle India’s upcoming brands in agencies and gold metal in the Print Production category. The India sans any creative pitch. The company is venturing into a new third gold was won by the agency in the Events category. Nestle India is set to plan a comprehensive strategy corporates, for the same. Nestle’s brand which already exists globally will be ADVERTISING category for its NDTV-Toyota Greenathon 2 launched in India shortly. Some of the other agencies Nestle works the first Olive campaign for Toyota Kirloskar. with in India includes Publicis India, McCann Erickson and JWT. The Umbrella Design won a silver and a gold. The Crown Awards brand launch is expected to have an expenditure of `10-20 crore. The media mix is agency bagged a gold in the Press: Consumer likely to include above-the-line and below-the-line media apart from digital. were given away Products and Services category for its Eco at the Goafest Friendly Ganesha - The Sun’s Light campaign for . 2011. McCann Erickson has won the creative duties for three brands from The other agencies to have won gold metals > Mankind Pharmaceutical, Addiction (men’s deodorant), Manforce (condom) and were JWT India and Webchutney. JWT’s gold Gas-o-fast (digestive tablet). The total size of the account for all three brands is was won for the agency’s Jadugar campaign for National Geographic channel around `20 crore. This is the first time that the company has hired an agency to in television: Consumer Products and Services category, while Webchutney handles the creative duties of all the three brands. Prior to this, the creatives for won in the Digital category for its Amar Prem campaign for MakeMyTrip. all the three brands were managed in-house, as the company’s appointment of Other winning agencies included Mudra with the agency bagging an agency was project-based. Currently, four silvers including one by Tribal DDB, DraftFCB Ulka (one silver), Addiction is being promoted by actor Neil Interpublicity (one silver) and Chaos Design (one silver). Nitin Mukesh. The judges were Bobby Pawar, chief creative officer, Mudra Group, Bhupal Ramnathkar of Umbrella Design; Gangadhar Menon, wildlife photographer and activist; Lynn de Souza, chairperson and chief executive officer, Lintas Media Group; Russell Barrett, creative head, BBH India; Saumya Sen, developmental filmmaker, and Sumanto Chattopadhyay, ECD, South Asia, Ogilvy.

QUOTE OF THE FORTNIGHT ‘‘Rasna had to evolve not just in a ‘life-cycle’ sense, but also to keep up with its competition. The ease of making Rasna with children making the drink themselves complemented the positioning of the brand. ’’

MADHUKAR KAMATH, GROUP CEO AND MD, MUDRA GROUP, ON HOW BRAND RASNA HAS MODIFIED ITS COMMUNICATION OVER THE YEARS, IN BRAND EQUITY.

10 afaqs! Reporter, May 1-15, 2011

   LIMCA Getting Fresh While maintaining its positioning as a ‘Freshness’ drink, Limca has changed its tagline from Doobo Taazgi Mein to Do Pal Taazgi, this summer. By Anushree Bhattacharyya

ith summer finally setting in, Coca- Cola India has launched a campaign Wfor its lemon-and-lime-based sparkling drink Limca. The new TVC, which presents Limca as the ‘Freshness’ drink, however, has a new tagline - Do Pal Taazgi, this season. Conceptualised by Ogilvy India, the television commercial titled The Trail, showcases a young man, who is smitten by a girl and starts following her everywhere, till she finally reciprocates his feelings. The agency plays upon the word freshness, with the idea of Do Pal Taazgi. The new idea takes the story forward from the old one. Speaking on the campaign, Srinivas Murthy, director, market- The new TVC, which presents Limca as the ing - Flavors (Thums Up, Sprite, Fanta and Limca), Coca-Cola ‘Freshness’ drink, however, has a new tagline India, says, “Limca, as a brand, - Do Pal Taazgi, this season. The new idea stands for refreshment and emo- tional rejuvenation. The latest takes the story forward from the old one. summer communication campaign - Do Pal Taazgi takes a fresh look accompaniment of a song is a director, Cheil Worldwide, the whole ‘chase the at the emotional rejuvenation plat- bit formulaic. The splash as a freshness’ concept has been captured. form relevant for young adults, metaphor for freshness is apt “The alluring nature of freshness and the need encouraging one to break away but not highly original. The for freshness comes out very well. Though for me, from the dullness of life and enjoy production values are good, the playfulness quotient is a bit low in this com- a few moments of freshness.” though. The girl and boy look mercial. The earlier story had a little more energy Adds Murthy, “The latest com- Gahlaut: a new dimension pretty natural. The realism of in it. The boy-girl interaction was more real, more munication of Limca takes forward the splash is much better than enjoyable. This one is a bit slow, and for some rea- the magic of ‘water-like freshness’ to the next the earlier renditions. Overall, it will become son, does not have the same level of playfulness,” level by adding a new dimension of freshness to popular through repeat viewings.” says Gupta. human emotions. The new campaign is based According to Naresh Gupta, national planning [email protected] on how a bottle of Limca can spark off a playful romantic interlude between two strangers, help- ing one enjoy those little moments of freshness - Do Pal Taazgi, which is both trans- formational and uplifting at the same time.” Ajay Gahlaut, executive crea- tive director, Ogilvy Delhi, says, “Getting a new tagline was a stra- tegic decision. We arrived at the new idea based on the fact that every day has a moment of freshness. The new tagline is an extension of the old one.”

GETTING IT RIGHT? he television commercial has received mixed Treviews from the advertising fraternity. While the soundtrack has been liked by industry pro- fessionals, the concept, according to some, is a reflection of the old advertisement. Raghu Bhat, founder and director, Scarecrow, says, “The jingle is appropriately refreshing but the visual of a guy following a girl to the

12 afaqs! Reporter, May 1-15, 2011

   TATA DOCOMO the challenge was to feature a star and not make him the ‘endorser’. Basically, we didn’t want to subsume the brand to his persona.” He adds that now with MNP (mobile number portability) in the picture, the target group (TG) has grown to expand Uncomplicated beyond mere youngsters. “Now, the TG includes older individuals as well,” Chax continues. Besides television, the media mix includes print campaigns, outdoor innovations and retail front displays.

DOES THE NEW PROPOSITION WORK? dvertising professionals seem to like the broad Aidea, but have stumbled upon finer aspects that prevent them from loving the campaign. afaqs! Reporter, received a couple of contrasting views. Emmanuel Upputuru, national creative director, Publicis Capital, likes the ads. Regarding the execution, he feels that it breaks clutter for sure. “The device used, that is, the whole stand- up comedy act, is a fresh one. It is very different The brand’s latest ad campaign titled ‘Keep It Simple, Silly’; aims to from the usual telecom propose ‘simplicity in telecom’ as the latest value proposition for the ads seen on television.” Upputuru adds that consumers. By Ashwini Gangal previous Docomo ads bore a strong resem- uzzy brand Tata Docomo from feeling liberated in a wire- blance to Vodafone - Tata Teleservices’ tel- free environment as he or she ads and that this par- Becom service on the GSM has to find the ‘best plan’, ‘spot ticular campaign is platform - has rolled out a new the catch’ and ‘inspect the bill’. refreshing. “Earlier, ad campaign that features recent- Basically the customer felt like he/ Docomo ads were a ly appointed brand ambassador, she should stay on guard.” lot like Vodafone’s Bollywood actor Ranbir Kapoor. In all, there are about 40 tel- - both used the The campaign has been crafted evision commercials. The creative ‘analogy route’ by the brand’s agency-on-record, team on this campaign includes K where the meta- DraftFCB Ulka. S Chakravarthy (Chax), national phor that played The campaign titled ‘Keep It creative director, and Vasudha out through the Simple, Silly’ will be very vis- Misra, creative director, DraftFCB ad was explained ible all through the IPL (Indian Ulka. Stand-up comedian Sanjay towards its end. Premier League). Kapoor will be Rajoura provided inputs regarding The Ranbir Kapoor campaign seen driving home the brand’s new Chax: to the point the comic timing for the ads. message till the end of May. Chax says, “For this campaign, p‚‡vˆrq‚ƒhtr %>> As the name suggests, the cam- paign is focussed on conveying how Tata Docomo simplifies the telecom experience for consumers by providing differentiated products and services. Thus, though no new product is being launched at the moment, this new campaign will be an exten- sive effort to put forth a new value proposition, namely, simplicity, through the next few months. Each individual advertisement starts by illustrat- ing a particular complexity in the telecom category (such as automatic activation of unwanted services and billing errors, amongst others). Towards the end, the Tata Docomo product and/or service is then portrayed as a means of simplifying things. The insight used is that our daily experiences with life and with our mobile phones are compli- cated, and we already have lots of things to worry about. Given this the brand offers to keep telecom as part of one’s life through offers related to easy bill payments, products, value-added-services (VAS) and multiple traiff options. Gurinder Singh Sandhu, head, corporate mar- keting, Tata Teleservices says that the brand started its journey with a simple tariff - pay per second - which removed several complications from the category. The journey continued with products such as daily plans, pay-per-site, customer care initiatives and bill guarantee offerings. “However,” he says, “We realised that the customer was still far

14 afaqs! Reporter, May 1-15, 2011

  INDIATIMES-IPL And the Cricket Fever Continues Indiatimes’ IPL video stream got more than 4.5 lakh unique visitors each day. On certain days in the first week of the IPL, the number of unique visitors jumped up to 6 lakh. By Kapil Ohri

ccording to traffic statistics Indiatimes’ IPL page, either via click- revealed by Times Internet, INDIATIMES IPL STREAM ing a link on some other web-page, Amore than 4.5 lakh unique through an ad (served by Indiatimes visitors - combined traffic on Ipl. to get traffic on IPL page) or via a Indiatimes.com and Youtube.com/ search engine, instead of logging on Indiatimes - landed on Indiatimes to the address (ipl.indiatimes.com) and YouTube’s Indian Premier directly. League (IPL) live cricket match Times Internet is spending a streaming destinations, each day in significant amount of money on the first week (April 8-14) of the search engine marketing (on sites fourth season of the IPL ( Indian like Google) and social advertising Premier League). On some days (like (on Facebook) to get traffic on ipl. April 12 and 13), the number of indiatimes.com. More than 50,000 unique visitors (combined) jumped search keywords will be employed up to 6 lakh. for search marketing. As per an The average time spent by visi- Total number of unique visitors landed industry estimate, the company will on IPL.Indiatimes.com and Youtube. ` tors on the live IPL video stream was 4.5 com/Indiatimes, each day in the first spend more than 5 crore on search around 20 minutes during the first lakh week (April 08-14) of IPL-4. and social advertising during the cur- week. Approximately, more than 1.2 rent season of the IPL. million page views - combined traffic In terms of geography, most of on ipl.indiatimes.com and Youtube. Combined pageviews on ipl.india- the traffic came from Bengaluru, com/indiatimes - were received each 1.2 times.com and Youtube.com/ Mumbai, Delhi NCR, Chennai, day in the first week of IPL. Indiatimes webpages each day Pune and Kolkata. However, cities The internet company has further million in the first week of IPL. like Chandigarh, Indore and Jaipur disclosed that majority of the traffic also contributed significant traffic on (on ipl.indiatimes.com) came from Ipl.Indiatimes.com in the first week. referral sources (47 per cent) and Rishi Khiani, CEO, Times 20 Average times spent on IPL. search engines (40 per cent), while Indiatimes.com. Traffic mainly came from Bengaluru, Internet, says, “We have been able only 13 per cent of total traffic on Ipl. minutes Mumbai. Delhi NCR, Chennai, Pune, Kolkata, to reach out to millions of view- Indiatimes.com was routed directly, Chandigarh, Indore and Jaipur on IPL. ers worldwide by offering smooth in the first week of the IPL. Indiatimes.com, in the first week. streaming of IPL 4 matches.” It implies that users arrived on the [email protected]

<< p‚‡vˆrqs ‚€ƒhtr # Uncomplicated breaks away from that format - that is a good thing.” As much as Upputuru likes the execution, he doesn’t believe that the value proposition of simplic- ity will work. Satbir Singh, chief creative officer and managing partner, Euro RSCG India disagrees and expresses an opinion that is exactly the opposite. While giving a thumbs-up to the brand proposition of simplicity and the concept of the campaign, he gives a thumbs- down to the rest of it. “The ads are certainly not funny,” he asserts, “The concept is very good and it starts off really well, but falls flat somewhere down the line.” Singh opines that the proposition of simplicity definitely comes through in the ads, which is why the message will come through successfully. “Also, this stand-up comedy idea is not something you usually see, so it breaks the clutter,” he reasons. Wishing the ads were funnier, given that they’re supposed to depict a stand-up comedy act, he concludes generously, “The shooting is good and Kapoor looks nice; visibility will be good, since the ads are being aired during the IPL matches.” [email protected]

16 afaqs! Reporter, May 1-15, 2011

   BLACKBERRY Just Making Sure In its latest ad campaign, BlackBerry inspires the youth to join the BlackBerry community through its proprietary instant messenger, the BBM. By Ashwini Gangal

n the third ad campaign, titled ‘Are you missing ing interactions across popular hangouts such something?’ for brand BlackBerry, Orchard as malls, cafes and colleges across Indian cities. IAdvertising now addresses the task of expand- Merchandising is also a very big part of the cam- ing the appeal of the brand beyond the business paign and the eight-city activation will be launched market. Clearly targetting the youth, the inter- shortly. These on-ground activities are aimed at rogative campaign title positions the BlackBerry educating youngsters about the potential of the Messenger (BBM) as a preferred communication BBM and facilitating more ‘brand conversions’, medium to stay connected with friends and ques- drawing in those who’re not already a part of the tions the target group (TG) if they’re missing out BlackBerry community. on something without the BBM. The first commercial, released in February IS THE CAMPAIGN MISSING 2010, was the launch film of BlackBerry in India SOMETHING? for RIM (Research In Motion). The second com- riti Nair, co-founder, Curry-Nation, says that mercial, released in November 2010, went on to Pthe ads are ‘young’ and ‘well-shot’. “I just wish delve into the notion of young BlackBerry users it would have been a little more ‘mad’, with a and the world that they inhabit. Both ads carried sharper personality, instead of ‘correct’.” the tagline, ‘Do what you love, love what you do’. Is the communication too skewed towards just Besides direct advertisements, BlackBerry has one feature - the BBM? “The BBM feature is been visible on the advertising circuit, courtesy unique to BlackBerry. It’s the BBM feature that network providers such as Vodafone and Airtel. has made the BlackBerry magical for youngsters, While Vodafone rolled out its much-talked about so it’s the right feature to own and advertise. No ‘We are the BlackBerry Boys’ television commer- one else has it,” Nair asserts. cial (TVC) that underscored a shift in the brand’s She finds the music sweet and the situations TG from corporate honchos to the lay youth, depicted in the TVCs very cute. “The casting in Airtel’s ad highlighted the brand’s BBM fea- particular is really nice,” Nair appreciates, adding, ture and the convenient conversations it enables “But, I just wish it had been slightly more on the amongst youngsters. fun side, perhaps with some more fun characters The current four-film campaign (‘Four guys thrown in or some funny situations - like the guy and a girl’, ‘Music Lovers’, ‘New Car’ and ‘Class pretending he is driving the car in the ‘Congrats’ Note’) leverages the BBM application by show- film.” casing four situations in which youngsters benefit Brijesh Jacob, managing partner, White Canvas, from the features of this offering. feels that while the ads take BlackBerry forward Each ad showcases a different facet of the appli- purely from a brand perspective, in terms of cation, including status message updates, music profiling, the campaign fails to provide anything sharing, instant delivery of messages and the new. “The campaign doesn’t tell me anything new option of scanning friends before adding them to about the BBM; Vodafone’s ‘BlackBerry Boys’ ad one’s messenger list. At the end of each film, the already established the youth as the main users of affordable price offering of the phone is highlight- the BlackBerry and the Airtel ad, in which boys in ed through a super on the screen; this emphasises a hostel are shown communicating via the BBM the fact that youngsters are the core TG of the after dark - has already highlighted how the BBM communication. enables convenient conversations,” Jacob explains. Creative credit for the campaign goes to Regarding the story lines in the films, he says Hemant Kumar Sivan, executive creative director, that they’re good as they’re young and peppy. Orchard Advertising and Ajay Menon, creative However, he is unimpressed by the execution. director (the latter wrote the scripts and the lyrics). Though Jacob feels that there’s nothing wrong Rajiv Vishwanathan, vice-president on the account in highlighting the brand’s key differentiator, the and Ameya Mohane, brand direc- BBM, the key, according to him, lies in strategy. tor are also part of the core team at about the features and focussed “The trick now,” Jacob suggests, “is to see the agency. more on the underlying emo- for how long this can go on and to see how they Although Vodafone’s ad for tions,” he says. take the concept of conversations forward with BlackBerry seems to have captured Lending a perspective to the the BBM. More usage patterns could be given to the shift in the brand’s core TG creative aspect, Kumar shares, consumers.” (corporate professionals to young- “Unlike other chat platforms, Amongst the four films, Jacob’s favourite is the sters), the agency claims that right BBM is an intimate space with one titled ‘Code’. However, he finds the ‘Music from the beginning, it has made only close friends allowed into Lover’ film “tacky”. “The film about the new car a concerted effort to change the the hallowed circle. That’s how is very ‘Vodafon-ish’ as it reminds me of the ad image of a BlackBerry user from a ‘Are you missing something?’ in which everyone knows that a man has bought ‘suit’. Regarding the current cam- came alive.” a diamond ring for someone,” he says. Regarding paign, Vishwanathan explains how The media mix includes tele- the film, he opines that regular text messages and the ads move from the functional vision, print, outdoor and digital accompanying delivery reports serve the same into the emotional space. “We activities. RIM India has also purpose. chose to move away from talking Sivan: its all about the BBM conducted activations, includ- [email protected]

18 afaqs! Reporter, May 1-15, 2011

  SMITH & JONES Virtual Dancing Smith & Jones, the FMCG brand aims to leverage the power of viral-market- ing through a large number of branded video films. By Kapil Ohri

mith & Jones, the manu- facturer of instant noodles, Ssauces and cooking pastes, is all set to capitalise the viral ‘Dance Ka Tadka’ DVDs and dis- power of the digital medium tribute our video content across to build its brand. But, unlike the country,” Ajaay Gupta, other brands, that create (usu- chairman and managing direc- ally one-off) humour-related tor, Capital Foods (owner of viral films, the FMCG brand is the Smith & Jones brand), tells going to focus on entertainment afaqs! Reporter. and educational videos. In terms of branding, all As part of this strategy, the video clips will carry the Smith food brand has created a vir- & Jones logo in all frames and tual dance academy titled ‘Dance a short three-second message - Ka Tadka’. The video clips will to promote the brand - will be be owned by the company inserted at the end of each clip. and shot exclusively for digi- It’s important to note that no tal distribution. Interestingly, advertiser (in India) has experi- the academy will not just exist mented with the branded video on a single digital destination, content on such a large scale, instead, the company will launch and disseminate as yet. Even Virgin Mobile, which tried branded dance froms like Salsa, Tango, Jive, Hip Hop, More than 500 high- video content with a series called ‘India Panga Garba, Dandia and Bhangra through more than League’, produced about 100 video clips, last year. 500 high-definition, short-duration (2-4 min- definition, short-duration On the adoption of this unusual route - to cre- utes) video clips on various digital platforms. It video clips will be used to ate branded content, instead of spending money will also launch a dedicated video channel on on advertisements - to build the brand in the digi- the Google-owned YouTube.com (Youtube.com/ launch and disseminate tal space, Gupta says, “We are actually trying to DanceKaTadka) and partner with telecom opera- use viral-marketing of digital platforms through tors to distribute how-to-dance videos through various dance froms. branded content. This initiative will help us build their mobile sites and tie-up with DTH and IPTV a far stronger brand connect and salience as the companies to make the videos accessible on their view Smith & Jones videos. viewer will watch or interact with the brand (in video-on-demand sections. The company is also contemplating distribut- a subtle manner) for 2-4 minutes per video, as Though the content will be free online, it ing how-to-dance videos through DVDs. “We compared to paid-advertising. Since, we will not is still not clear whether the company or DTH are in the process of partnering with a prominent operator will charge money from consumers to DVD company, which will help us to develop p‚‡vˆrq‚ƒhtr"'>>

COLORS “This season, the show is expected to make about `65-70 crore,” says Sejal Shah, vice-president, West and South, IME. Upping the Ante Media experts say that in 2010, while Colors initiated the title Colors has decided to increase the ad rates of sponsorship rate for FFKKK3 at the property by as much as 15 per cent over last `12 crore, the deal concluded at a price below `8 crore. Meanwhile, year. By Anindita Sarkar the associate sponsors paid approxi- mately `4 crore for the same, while kshay Kumar’s (AK) return ate sponsors are believed to have head, Colors, says, “We expect to a regular 10-second ad spot on the to Fear Factor-Khatron Ke shelled out `4.5 crore each. close in on more sponsors in the tel- show went for less than `1.2 lakh. AKhiladi Season 4 (FFKKK4) Thums Up is the title sponsor. ecom, consumer durables, mobile, Says Hoon, “Every year, we may turn out to be a lucky charm The associate sponsors signed so far health supplements and FMCG cat- sign sponsors and spot buys much for Colors - not only in terms of are Scorpio, Samsonite, HUL-Sure, egories.” before the show goes on air. We viewership, but in revenues as well. and Amul Macho. The channel is Last year, the property had made always generate higher revenues on In anticipation, the channel has looking out for six-eight associate approximately `50 crore in billing FFKKK, but yes, the AK factor will decided to increase the ad rates of sponsors. and this year, FFKKK4 is expect- certainly peg the property to garner the property by as much as 15 per Simran Hoon, national sales ed to reap even better numbers. even higher numbers.” cent over last year. NP Sathyamurthy, president and The property is being sold for chief operating officer, Lintas Media `2 lakh per 10 seconds, while the Thums Up is the title sponsor for Fear Group and chief executive officer, channel has charged `10 crore for the title sponsorship. The associ- Factor-Khatron Ke Khiladi Season 4. p‚‡vˆrq‚ƒhtr!!>>

20 afaqs! Reporter, May 1-15, 2011

   

FALI VAKEEL I VICE CHAIRPERSON I LOWE LINTAS << p‚‡vˆrqs ‚€ƒhtr! Upping the... Karishma Initiative, is optimistic that Lowe and Behold Kumar will certainly bring back the attraction of FFKKK in its latest sea- son. “A mix of varied advertisers who Vakeel says he got a chance to meet did not associate with the IPL, either the ‘biggies’ of advertising whom he because of high costs or because they had only known to be written about were not getting back much value in publications such as Campaign from the cricketing property, are sure UK. “JWT’s glamorous secretaries to buy into FFKKK4,” he opines. were reason enough to come into But, with so much money spent office in the mornings,” he chuckles. on cricket, will advertisers have JWT London was ‘artfully relaxed’. enough to shell out? It was laidback and one felt like a king “Yes,” says Satyajit Sen, chief there even though one was paid like a executive officer, ZenithOptimedia. pauper initially. After five years there, “The IPL inventory is already run- Vakeel moved to McCann Erickson ning full and advertisers are ready to in London as brand services director. spend more. This year, the television “McCann was more prosaic and more advertising industry is expected to bottomline-led.” see an optimistic growth and adver- Eight years of London, and Vakeel tisers will surely get associated with found himself back in India in the properties where they find value,” early ‘80s, becasue of his personal rea- he adds. sons. In India, someone introduced Last year, when Colors chose to him to Prem Mehta at a dinner one evening. The next thing he knew was working at Lintas. What was his first impression of Lintas? “The agency was vastly dif- ferent then. News like the Hindustan Unilever’s chairman’s review had the entire agency in a tizzy. One couldn’t afford to go wrong, but it was fun. We met people from other agencies all the time. Everyone knew everyone else,” he recalls. In the late ‘80s, he was asked to head the Lintas Bengaluru office, an offer that he took up with trepidation, NP Sathyamurthy: banking on Kumar FOTOCORP having worked in Mumbai for many By Devina Joshi years. There were two important accounts in Bengaluru - Lipton and Last year, the prop- fter 20 years in the agen- Britannia. But the office needed to cy, Fali Vakeel is an out and “The fun grow beyond that. “I spent a fabulous erty had made Aout ‘Lintas’ man. Recently seems to have 10 years there,” Vakeel remarks. For approximately `50 appointed vice-chairperson at Lowe one, the autonomy was a great high. Lintas, Vakeel talks about his career. gone out of The decisions made, right or wrong, crore in billing. Brought up in Mumbai, he stud- were all his own, and that lent a sense ied English and Psychology, but advertising of freedom. During his tenure, Lintas get Bollywood actor Priyanka Chopra found his way into Accountancy, picked up businesses such as Titan, to fit into the shoes of Kumar, little as ‘‘Mom said, ‘that is what good for the new Tanishq, Arvind Mills and Compaq. did the channel know that the flag- boys do’.’’ He studied accountancy In 1995, Vakeel made two instinc- ship property would fail to grab the in London and joined a city firm. generation.” tive decisions, which he looks back requisite eyeballs. After a positive “I hated accountancy, but it was the upon fondly. The first was to con- audience response, in its first week, only way I could be a resident of the vince Joseph George, a star performer FFKKK steadily dropped in ratings as UK,” Vakeel laughs. “One day was about as much as I in Mumbai, to move to Bengaluru. Secondly, he got Chopra was not as popular as Akshay could take - but I did it for a year.” in an aggressive, bearded man called R Balakrishnan Kumar as a host. Advertising was a shot in the dark for Vakeel. He to head the creative department. Soon, Bengaluru It is pertinent to note here that happened to have a discussion about the profession became a huge operation for Lintas. the initial upswing in the viewership with Bal Mundkur (of Ulka Advertising), a family In the late ‘90s, Vakeel headed Kolkata, Chennai was led by Colors’ marketing prow- friend. “I met him in London,” recalls Vakeel. “The and Bengaluru and Delhi. In 2005, he moved back ess and the curiosity factor of seeing man ran an interesting agency in a boring India of to Mumbai as executive director. Three years later, Chopra as the host. the ’80s. He led a ‘larger than life’ life.” Deciding Vakeel was made COO. “We had a strong leadership The fourth season of Fear Factor- that advertising was his calling, Vakeel took a chance, with GV Krishnan and Vikram Satyanath down South, Khatron Ke Khiladi is expected to be picked up the phone and dialled JWT London, to Tarun Chauhan and Anahita Goenka in Mumbai, and launched this month. It will have 16 check if they had a vacancy and luck was on his side. Mohit Beotra and Naveen Gaur in Delhi.” episodes that will run for eight weeks. Vakeel joined up in the ‘traffic’ department’ - How has advertising changed? Vakeel feels the cur- The one-hour show will occupy the transferring the artwork from one place to another. rent generation is so much under pressure, that the fun 9 PM slot and will be aired on “Later, this evolved into servicing,” grins Vakeel. To seems to have gone out. “We were wild,” he declares. Fridays, Saturdays and Sundays. him, JWT was full of interesting, eclectic people. [email protected] [email protected]

22 afaqs! Reporter, May 1-15, 2011 A Worldwide Media Publication www.filmfare.com

WHAT WILL HAPPEN TO YOU KAALIA?

fganh esa ,d vyx gh et+k gSA vc fganh esaA

vkWu LVSUM~l ukm mudra 1504 lClfØI'ku ds fy, FFHSUB d¨ 58888 ij SMS djsaA   INMA The Way Forward INMA hosted the first ever one-day circulation growth seminar in Jaipur for South Asian newspapers under the theme ‘Circulation 3Gs: Growth, Growth and Growth’. By Sumantha Rathore

he International Newspaper Marketing Association T(INMA) organised its first- ever circulation growth seminar, a one-day event for South Asian news- papers under the theme ‘Circulation 3Gs: Growth, Growth and Growth. The aim was to bring together best practices and strategies that will sus- tain the growth of circulation among newspapers in India, Pakistan, Bangladesh and Sri Lanka. Hemant Malik, COO, trade mar- “Availability, visibility keting and distribution, ITC gave a presentation on the topic titled and freshness are the key (FROM LEFT) MATHEW, MUTREJA, VOHRA, NAIR AND VENKATESH: FINDING SOLUTIONS ‘Learnings From a Leader in FMCG drivers in selling the fast Sector’ where he spoke about ITC’s moving products. ITC expertise and challenges in distri- moves Samsung took to improve its bution, segmentation, promotion sales and distribution and suggested has 26,000 salesmen to and training methods to spark off ways to the newspapers to grow its ensure this.” innovative ideas for the traditional circulation. newspaper mindsets. Franklyn James, VP, RMD, TOI HEMANT MALIK  The second session titled dealt with the daily’s moments of tri- ‘Motivating the Last Mile: Issues umphs and challenges in the Tamil Affecting the Future Development Nadu market. of the Distribution Channel for The next session titled ‘The Newspapers’ was moderated by Inext Story’ was presented by Rohit Sanjeev Vohra, Director, RMD, The Mehrotra, AGM, space marketing, Times of India (TOI) and had pan- Inext and Rahul Chauhan, AGM, ellists including Rajagopalan Nair, national product manager, Inext. “The case study chief manager, circulation, The case study titled ‘The ; Sunil Mutreja, Telegraph in Orissa and Bihar’ was Reinventing the Market president, marketing, ; presented by Suman Banerjee, AVP, Dynamics, highlighted Venky Venkatesh, business head circulation, ABP. the moves Samsung took (North and East), HT Media and The session ‘The Challenge to Cyriac Mathew, COO, Mid-Day Grow Newspaper Readership’ to boost its sales and Infomedia sharing their thoughts on was moderated by Arvind Kalia of distribution methods.” “Having launched in Bihar ways to tackle challenges in the dis- . The panel includ- and Orissa, we aim to be SANDEEP TEWARI    tribution channels of the newspapers ing Indranil Datta, senior VP, Sakaal the national daily of these regarding vendors and dealers. and member of technical commit- Sandeep Tewari, head of mar- tee, MRUC and KK Goenka, MD, states. These editions will keting for consumer durables, debated on what can give us huge ad revenue in Samsung India presented a case be done to increase the readership of the times to come.” study on ‘Reinventing the Market the newspapers. Dynamics’ which highlighted the [email protected] SUMAN BANERJEE

“We had to overcome the challenges thrown at us by the competition, disinformation was given to the vendors about pre- paid booking.”

(FROM LEFT) KALIA, GOENKA AND DATTA: TACKLING CHALLENGES FRANKLYN JAMES  (FROM LEFT) GULAB KOTHARI AND I VENKAT

24 afaqs! Reporter, May 1-15, 2011

     

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

VIP SKYBAGS CITIBANK LIC NOMURA MUTUAL FUND VIP Skybags’ television commercial featuring John Abraham, Citibank India’s new corporate TV campaign focusses on The launch campaign of LIC Nomura Mutual Fund positions the brand as a young and a fun one. Through an the bank’s brand purpose - creating moments of success for demonstrates the merger of LIC and Nomura by showing exaggerated and witty plot, the commercial says that carrying customers. It conveys how the banks creates happiness for people of Japan and India embracing the little thing in each Skybags can transform one’s style its customers focusing more on them rather than services. other’s culture creating a feeling of trustworthiness. Creative Agency: Ogilvy India Creative Agency: Publicis Ambience Creative Team: Abhijit Avasthi, Harshad Rajadhyaksha Creative Team: Ashish Khazanchi, Vivek Rao, Siddhesh Creative Agency: RK Swamy BBDO and Kainaz Karmakar Khatavkar and Shreedavy Babuji Creative Team: Sangeetha N and Gautam Pandit Film Director: Ayyappa Film Director: Arun Gopalan Film Director: Vikas Nowlakha Production House: Footcandles Production House: Storytellers India Production House: Future East PRINT

SHOPPERS THE CANNES STOP ECONOMIC PRESS LIONS Highlighting fashion TIMES The Cannes Lions ad trends through its The ad is The invites entries from communication, Economic Times’ agencies for the the creative for initiative – Cannes Press Lions Shoppers Stop Bangalore: High saying that when it is talks of not ‘toeing Point of the Flat the creative person the line’ and World wherein the that takes care of all recommends closed city’s industry leaders would debate on Bangalore’s potential that goes into a piece shoes with three as a global business hub. The one in a series of ads points of communication, then quarter shorts. out a particular relevant issue pertaining to the city and it must be him and not urges people to think both pros and cons. the client backing the Creative final product as well. Agency: Contract Creative Agency: Creative Agency: Mudra Communications Advertising TapRoot India Creative Head: Venkatgiri Rao Regional Creative Director: Raj Nair Creative Heads: Santosh Padhi and Agnello Dias Copywriter: Vedashree Khambete and Vinod Sudhir Creative Director: Kapil Sawant Copywriter: Kaushik Iyer Art: Dhanashri U and Geo George Copywriter: Revati S Art: Ashish Kalpund Art: Chondama Cariappa and Ketan Mekarta OOH DIGITAL

DOMINO’S PIZZA Domino’s leverages Facebook to distribute mobile coupons (discount) to users. Members, who ‘like’ Domino’s Pizza on the social media site, will be required to click COCA-COLA ‘IGLOO’ AMUL BUTTER on a link titled As a part of its Brrr campaign, Coca-Cola India has set up a The witty and timely Amul campaign this time covered ‘Royal Offer’ on the 30 feet igloo in malls that will be kept at a low temperature in anti-corruption crusader Anna Hazare’s fast unto death Domino’s brand this unbearable Indian summer with the help of 9 tonnes of air for the Jan Lokpal Bill. page (Facebook. conditioning using industrial split air-conditioners. com/DominosPizzaIndia) and enter their mobile number to OOH Agency: Vivify Enterprises OOH Agency: daCunha Communications receive mobile coupons via SMS. Exposure: 18 cities including Mumbai, Delhi, Lucknow, Exposure: Mumbai Chennai, Chandigarh and Ahmedabad

Got some great campaign that has been published recently? Upload it on afaqs! for the world to see. Visit: www.afaqs.com/advertising/creative_showcase

26 afaqs! Reporter, May 1-15, 2011

    Are Readers Ready For Weekend Newspapers? TOI Crest, The Sunday Guardian and ’ Sunday Standard are newspapers that hit the stands only on weekends. Is it time for the return of the weekend newspaper? By Sumantha Rathore SW@IF6U6TV7S6H6ID6I U6SVIIDB6H 6TS6BCVI6UC Senior Director, Investments, MPG National Director - Business Impact Division, SMG Media Consultant

PEOPLE ARE READY FOR WEEKEND TITLES CLAIM THE CONVENTIONAL DAILY WEEKEND NEWSPAPERS. BUT EVOLVED READING BECAUSE, NEWSPAPER IS A JOURNAL IF YOU TAKE OUT THE TIMES OF IN INDIA, WEEKDAY READING BROUGHT OUT IN HASTE. AND INDIA’S (TOI) CREST FROM THE IS VERY SHORT AS READERS MOST OF THE STUFF PUT FORTH LIST, THE EXISTING WEEKEND GET THEIR DAILY DOSE FROM IN A 24-HOUR CYCLE IS newspapers would face a tough time various other media. Weekend reading, on the half-baked. There is a segment of the finding their footing. other hand, is appointment reading and the population that would like in-depth The others will face various problems chances of growth are much more promising reading. Since dailies have become snip- till the time people start putting trust in for these titles. pety and magazines are now frivolous, them. Also, subscription-wise, people A weekend newspaper business model has the current stream of weekend-only are not ready to shell out money for the always sparked debate. In the UK, the model newspapers can solve that purpose. lesser-known weekend papers. initially bought success for titles such as The I always wondered that if conven- For a weekly newspaper to gain Observer and The Mail on Sunday but has tional media focuses on the width, who acceptance, the basic criteria is quality struggled to bring in revenue since the early is going to cover the depth? Hopefully, content. TOI Crest, for instance, does ’90s, partly due to the fact that few product the baton will be taken over by these not do a round up of the entire week but categories look to advertise in these papers. weekend newspapers. TOI Crest has set picks up interesting trends. But there is an interesting story within the a very good example and the other play- If you get a paper free of cost, along Asian newspaper growth saga. It is developing ers should be able to follow. In , with the daily you have subscribed for, Asia where paid daily newspaper circulation is Chauthi Duniya is doing a very good job you may or may not read it. But if it growing (South Korea, with its 10.6 per cent at giving in-depth analyses. has a price tag attached to it and people rise in 2006 and its 19 per cent growth over The New Indian Express, given its are ready to pay for it (Crest has a cover five years, is an exception). lineage, should do well in Delhi. And the price of `6 and Sunday Standard comes Paid-for daily newspapers in China regis- fact that they are serious about Sunday for `4) it means that the product is gain- tered a 2.3 per cent growth in 2006, against a Standard can be gauged from the fact ing acceptance. background of a 15.5 per cent increase over that they are getting it printed and pub- The only problem with these news- five years. The corresponding figures for India lished in Delhi. These need papers might be the standard of the were 12.9 per cent and 53.6 per cent. to take a clue from the weekly magazines content. Readers opt for these to learn and make sure that the hawkers are clued something new. If they don’t get that in to their distribution system in order to they won’t accept the product. boost subscriptions.

28 afaqs! Reporter, May 1-15, 2011 India’s second largest read daily

Hindustan races ahead of Now, the 2nd largest read daily of the country

Dainik Jagran

consumers. Efficiency, emission levels, bio-degra- dability and the intelligent use of natural resources are factors that decide the green-ness of a product. In India, companies like Hero Honda (before they split), Volkswagen and Toyota in automo- WILL HE, biles, Voltas, Panasonic and LG in consumer durables, Nokia, Sony Ericsson and Philips in personal electronics and Wipro (with its non-toxic Green PCs) are shining examples. While these are categories that have more to do with emissions or saving power, there are categories that have noth- ing to do with power and energy but are working WON’T HE? towards developing a cleaner environment. The Body Shop, in the cosmetics category, for example, uses very little packaging, which is why most of its products come without an extra cover. In apparel, sportswear brands like Nike and Reebok have made their own contribution. The Indian cricket team’s jersey by Nike was made out of recycled products. Woodland is another such company that has taken the eco-friendly way. In foods, Fabindia and Navdanya are developing organic food. While green is the way to go, the green product comes at a higher price tag than if the company had used conventional processes. The new green revo- lution raises two questions. With Greenwashing (when green claims are not authentic) becoming a major issue, how does a consumer decide that a brand is serious when it splashes those green claims all over the place? Secondly, is the Indian Categories like automobiles (both four- and two-wheel- ers) and consumer durables have already witnessed a high surge toward eco-friendly products.

consumer actually willing to pay more for an eco- logically acceptable product especially in categories such as food, clothes or footwear?

THE SHADES OF GREEN reen has become the preferred colour for Gbrands - both from NGOs and corporates -

PHOTOGRAPH: MASTERFILE INDIA across categories. Take organic food. One of the oldest organisations to introduce organic food is Navdanya, which started more as a programme of The Indian consumer is high on the ladder when it comes to being the Research Foundation for Science, Technology and Ecology (RFSTE) founded by environmental- concerned about the environment. But will he take the plunge and ist Vandana Shiva in 1987. pay more for eco-friendly products? By Anushree Bhattacharyya In 2004, apparel and upholstery brand Fabindia forayed into the world of organic food by launch- ing its own range. According to Ashima Agarwal, he return-what-you-took-from- - a worldwide tracking survey conducted by the category head - Organic Foods, Fabindia, “Our Mother-Earth campaign has taken National Geographic Society and polling firm range extends from teas, coffees, drinks, soups, off significantly in the past decade. GlobeScan - Indian consumers’ lifestyle emerged pickles, chutneys, sauces, sweeteners, candied Green brands have sprouted all over. as the most environmentally sustainable with 62.6 fruits to flours, grains, pulses, herbs, spices, sea- TSustainable business practices are watchwords for per cent claiming to care about the environment. sonings, breakfast foods and roasted snacks.” every company from food and drink to consumer Paradoxically, that very consumer is reluctant to Reebok launched the ‘Urban Metro’ organic durables and construction to automobiles. fork out more money for a green product. range in 2009. Footwear brand, Woodland too Consumers across the world have become more But what exactly is Green Marketing? The caught on to the trend. Says Harkirat Singh, man- conscious about the environment. They think commonly accepted definition is that a company is aging director, “Though we are yet to turn into highly of brands that are associated with environ- considered to be a Green Marketer if it integrates a 100 per cent ecological brand, we have already mental conservation. According to the Greendex business practices and products that are environ- taken small steps in that direction. Of the total 2010: Consumer Choice and the Environment ment-friendly while also meeting the needs of the turnover, 30 per cent of our products belong to

32 afaqs! Reporter, May 1-15, 2011    

the eco range. And it has been growing by 25 per sor allows the refrigerator to learn the time periods GREENER - ON WHICH SIDE? cent every year.” when the family typically doesn’t use - when t has been observed that the ‘smart’ Indian Singh explains that the company uses organic they’re sleeping or away from home. The refrig- Iconsumer is ready to pay extra money in case cotton in case of apparel and when it comes to erator goes into sleep mode accordingly. of certain categories like automobiles, consumer footwear the leather is processed in an eco-friendly durables and real estate. But according to envi- manner called vegetable tanning (a process of GREENWASHED? ronmentalist Mohammed E Dilawar, though price making leather by using barks of trees which per- here has been much heated discussion and plays a huge role in the decision-making, the manently alters the protein structure of skin so Tdebate about whether most companies are Indian consumer is clever too. Citing the example that it cannot ever return to raw hide) rather than using the ‘Go Green’ slogan as nothing more of Maruti Suzuki’s TV commercial - which talks using chemicals to process the leather. The price than a marketing strategy just to make their brand about mileage - he adds, “It is also true that though for this category of footwear ranges from `5,000 appear premium. Others argue that in a country the Indian consumer is conscious about how much to `10,000 while the normal range starts at `1,900. like India, green brands, especially food, are elite. is spent, he or she is ready to stretch the budget if Categories like automobiles and consumer Sonal Viswanathan, chairperson, Sociology there is a direct benefit. In a four-wheeler, that fac- durables have witnessed a high surge towards eco- Department, Jawaharlal Nehru University tor could be the saving on fuel expenses.” Among friendly products. Recently, German automaker (JNU) explains that India is divided into three the youth, electric bikes (approximately priced at Volkswagen launched the ‘Blue-motion’ technol- or four socio-economic classifications. There is Rs 30,000) such as Yo-Bykes, E-Sprint from Hero ogy (an innovation that uses a special 1.4 litre a huge number that is poor. Hence, the priority Electric and bikes from BSA are in demand. 3-cylinder, turbocharged direct injection diesel for this population is somehow having food - it Ironically, the same ‘Smart’ Indian consumer engine that produces just 102 gm of carbon diox- does not care about organic or otherwise. The who is looking at living a better life is ready to ide per km). Toyota’s mid-sized hybrid hatchback, country also has the lower middle class, middle pay a premium in case of some categories but not Prius is rated amongst the cleanest cars to hit the class and upper middle class and the premium for others. Even in automobiles, there could be road - though it has a steep `27 lakh price tag attached to it. Japanese automaker Honda’s car is made of 95 per cent recycled parts. According CLOSING THE GREEN GAP: THE AMERICAN WAY to Gyaneshwar Sen, general manager, Marketing, A study by OgilvyEarth - Mainstream Green: Moving Sustainability from Niche to Normal - provides new insight on how to Honda Siel Cars, the road to the future will be close the ‘Green Gap’ between what consumers say and what they actually do around sustainable living. The study found built on green technology. that 82 per cent of Americans have good green intentions, but only 16 per cent are dedicated to fulfilling these intentions, putting 66 per cent in what OgilvyEarth calls the ‘‘Middle Green.’’ Eighty two per cent of the respondents said that going Air-conditioners, refrigerators and plasma or green is ‘‘more feminine than masculine.’’ To close the Green Gap, the study found, leading organisations should find ways LCD TVs are going green with a vengeance. Voltas to normalise sustainable behaviours. The recommendations include: from the Tata Group launched its first ‘Green’ K¥ Make it Normal: The great Middle Green is not looking to set themselves apart from everyone else. They want to fit range of air-conditioner in 2007, following which in. When it comes to driving mass behaviour change, marketers need to restrain the urge to make going green feel cool the Government of India made it mandatory or different, and instead make it normal. for home appliances to have energy star ratings. K¥ Eliminate Sustainability Tax: The high prices of many green products suggest an attempt to discourage more sus- Energy Star is an international standard for energy tainable choices. Eliminating the price barrier eliminates the notion that green products are not for normal citizens. K¥ Make Eco-friendly Male Ego-friendly: Sustainability must strike a chord with male consumers by considering efficient consumer products that originated in the what works in traditional marketing. For example, automotive brands with alternative fuel vehicles are finding success US. Thus, devices carrying the star logo, such as by sticking to what has been shown to work - sleek ads with an emphasis on speed and design. computer products and peripherals, kitchen appli- K¥ Lose the Crunch: Just because a product is green doesn’t mean it must be packaged in burlap. For green marketing ances and other products, use about 20–30 per cent to succeed, it must be liberated from the traditional stereotypes to emphasise the most compelling personal benefits. less energy than the set standards. K¥ Hedonism over Altruism: The emotional tenor of sustainable marketing to date has been focussed on appeals to Pradeep Bakshi, COO, Voltas, explains, “The Americans’ altruistic tendencies but the research shows that this is to deny human nature. Wise brands are tapping into ecological range of air-conditioners has been a enjoyment over altruism. Are there pointers in this for Indian corporates and consumers? huge success for Voltas for the last three years. Thanks to the range we are growing every year by 50 per cent, while air conditioners as category (val- category. “Therefore, calling your brand ‘Green’ reluctance. “Take the example of Reva, the electric ued at Rs 6,000 crore) is not growing more than 30 makes it an elite product as the company charges car, which is completely by the environment, for per cent.” While a regular Voltas air conditioner a premium for the product which can only be the environment and of the environment. But not starts at under `10,000, the eco range, called Vertis, afforded by the high-end category of consumers,” many consumers are ready pay `4.5 lakh for it,” under which the company has ranges like Elegant, she points out. says Ramanujam Sridhar, CEO, Brand-comm. He Platina, Pearl and many more starts at `15,000. In the last few years, the Indian consumer has goes on to add that it is the new generation that Recently, Panasonic launched the Econavi witnessed how brands have claimed to work for a will be ready to pay a premium for green brands, range of air conditioners and a new range of better environment and launched several new ini- especially organic products. LCD screens which is once again based on energy tiatives. But what the consumer is still not aware is Neha Narula, a Dehradun-based student agrees. conservation. Econavi home appliances use sen- how many have actually done something valuable. “At a mass level, the Indian consumer is still not sor and control technologies to minimise energy Shiva explains that there is a mad rush from brands ready to pay a premium but when the purchas- consumption, based on a family’s lifestyle. For to call themselves ‘Green’ as it helps in creating a ing power moves from the middle-aged income example, a door-opening sensor and lighting sen- positive image in the customer’s mind. “It is more group to the youth there will be a willingness to of a status symbol now,” she adds. pay a premium for organic products,” she says. However, for some brands, the expansion Interestingly, Sumita Dasgupta, programme direc- Ironically, the ‘Smart’ towards eco-friendly products has been natural tor, Environment Education, Centre for Science and part of a larger plan. Agarwal adds, “Fabindia’s and Environment, points out the reluctance in Indian consumer is ready foray into the organic food business evolved as a buying organic products is not something the natural extension of our efforts to provide sustain- Indian consumer should be blamed for. to pay a premium in case of able development to artisans and craftsmen across “Companies that are into organic food or prod- some green categories but rural India. This partnership was further extended ucts businesses have fixed a high price point for to farmers who support traditional agricultural their products, which is quite paradoxical since the not for others. practices and farm their land organically.” cost of production of the so-called organic food is For Japanese consumer durable company, not so high. The price stops that section of con- Panasonic, green is an important commitment. Says sumers who are aware about the category and want Manish Sharma, director, marketing Panasonic to buy organic products,” adds Dasgupta. Arti India, “We will be creating a large portfolio of Sachdeva, a Noida housewife has this to say, “For eco-friendly products in the consumer durables the elite, it is more of a status symbol. As far as category for the Indian consumers.” p‚‡vˆrq‚ƒhtr"#>>

afaqs! Reporter, May 1-15, 2011 33   9@ADIDIBHPH@IUT

president of INS, I was happy to have played a key role along with some senior colleagues. I consider this a defining moment because the relationship between IENS and AAAI became one of equal partnership, mutually respectful and harmonious ever after. The other game-changing event concerns my own newspaper, The Hindu. It was in the aftermath of liberalisation and opening up of the Indian economy in the early ’90s. Before that, newspapers found it difficult to start new editions and enter new markets due to various restrictions. Thus, the maximum pagination in the main section of any newspaper was not more than 16 pages and there were a few sup- plements. Candid The advertising boom in the wake of liber- alisation coupled with the advances in newspaper publishing and printing technology offered a Reflections huge opportunity. The Hindu was one of the first mainstream newspapers to seize this opportu- nity. In 1993-1994, we had wholly computerised photo-composing and remote imaging with the s he prepares for retirement after 40 years at of India (AAAI) which was testy, adversarial and help of state of the art pagination system from the newspaper, N Murali, managing direc- tense throughout the ’70s and till the early ’80s. CCI Europe in Denmark. The number of pages tor, The Hindu, reminisces about a career Things came to a head resulting in a standoff in went up to 24; more colour and regional cover- that started off in the accounts department the early ’80s on the seemingly intractable issue age in different editions were introduced. That andA ended in the boardroom. of reduction of credit period from 75 days for enhanced the depth and width of its editorial After my father passed away in 1977, apart IENS ‘accredited advertising agencies’. coverage too. from shouldering more responsibilities on the After a stalemate, IENS decided to unilaterally Looking back over these forty years, I have business side, I also had to take my father’s place learnt many lessons and have become wiser in the Indian Newspaper Society (IENS then) with time. I have stayed focused throughout and representing, The Hindu. That broadened my brought a lot of intensity and passion to my job exposure to the industry as a whole, serving as a “My inability to ensure and my mantra has always been to unwaveringly window to the larger world of media, advertis- pursue what you passionately believe in and stay ing and government. I also became one of the governance norms in true to your core values and beliefs and core youngest presidents of the IENS at the age 37. competency. During my tenure with IENS, I formed a my family-owned and There have been some failures and regrets, close alliance with late KM Mathew, chief editor managed company is too. For instance, I have been helpless or would and patriarch of Malayala Manorama. He was a like to plead my inability to stem the erosion in dear friend of my father and took a great liking one of my regrets.” the last five or six years of the core journalistic for me and, for the next 30 years, he was not only values which The Hindu was always proud of my mentor, friend and philosopher but also a - authenticity, unbiased, balanced and objective father-figure. Another veteran of the industry reduce it to 45 days, which was met with severe coverage and independence. There have been who helped me find my feet in IENS was CA resistance and hostility from the AAAI. After instances where these values have been severely Narayan of . protracted negotiations both the industry bod- compromised, particularly in the coverage of the I would like to refer to two major ‘defining’ ies hammered out a solution acceptable to both succession of mega scams of the last year. My moments that in retrospect proved to be game sides - including reduction of the credit period other major regret is the inability to ensure the changing. The change, I along with other senior to 60 days instead of 45 days. The negotiations introduction of governance norms in my family- colleagues, brought in the relationship between were led by moderates on both sides and as the owned and family-managed company. the IENS and Advertising Agencies Association chairman of advertising committee and later as As told to Sumantha Rathore

<< p‚‡vˆrqs ‚€ƒhtr"" Companies need to stay away from For now, the Indian consumer would prefer ‘Greenwashing’. One small incident can make the consumer run the Will he, Won’t he... to buy products that save her money. other way. India is yet to reach devel- can be set to rest if the brand is checking out how the manufacturer oped country levels. In the US, for the Indian middle class is concerned, sincere. “A sincere brand,” points is trying to bring down the carbon instance, according to a WPP study we will only invest in such products out Anirban Chaudhuri, senior vice- footprints in its processes down.” called the ImagePower Green Brands when there is a benefit attached to resident, strategic planning, Dentsu Calling the Indian customer a Survey, 60 per cent of the consumers it, like consumer durables which Communications, “would not use ‘multi-headed’ being, Sajid Shamim, prefers buying green products. allow us to save on electricity bills.” ‘green’ just to market its products and marketing head, Reebok, states that it That kind of commitment among Kiran Khalap, founder, Chlorophyll, services but go beyond the stipulated is only a micro segment of the popu- Indian consumers will take some believes that exposure to global prac- industry and country guidelines to lation, who have had global exposure time coming. The Indian consumer tices decides whether the consumer practice ‘eco-friendly’ ways of doing and is ready to pay a premium for would prefer to buy products that wants to pay a premium. But this business at every step of its function- organic food, clothes or footwear. save her money first. Any ‘green’ consumer is elite. Most others are ing. Soon, a discerning consumer What will make a consumer loos- benefit that comes will be treated like wary of sellers’ claims. will say that it is not about buying a en the purse strings to own or use a a goody bag. Such doubts and apprehensions green machine that saves money but green brand? It’s a two-way street. [email protected]

34 afaqs! Reporter, May 1-15, 2011

   RE-BRANDING STAR INDIA

t’s ‘bye bye blue’ for STAR India. The network has decided to dress up with a Change is in the Air Inew logo - the Hot STAR, while doing away with its age-old blue identity. Three brands, Carlsberg, Aptech and STAR have changed their look and The network decided to take on the new feel and have adopted a new positioning. logo to symbolise its ‘zeal to continuously innovate, create and invent for the 21st cen- tury India’. The logo has been designed by CARLSBERG “The new the London-based brand solutions company n a bid to celebrate its heritage and values and at positioning Venture 3, the creator of the current Star the same time, connect with the active and adven- encourages con- Plus logo. Iturous generation of beer drinkers, the Carlsberg Uday Shankar, CEO, STAR India, says, Group, the Danish brewing company, has come up sumers to reward “We’re reaching out to more than 400 mil- with a new global brand positioning. themselves for lion people every week in India. Our new Carlsberg has changed its tagline from ‘Probably corporate logo reflects the vigour and vitality the best beer in the world’ to ‘That calls for a doing the right of a new India that STAR has been privi- Carlsberg’.Carls Devapriya Khanna, director, thing.” leged to grow with. We see this as a source of marketing,mar Carlsberg India, says, “The new DEVAPRIYA KHANNA energy for the entire company, to be fired up positioningposi encourages consumers to step for the opportunities and challenges in serv- upup and do the right thing, and reward ing and inspiring our viewers.” themselvesthe for their efforts.” impact when placed on the shelf. The Danish Meanwhile, STAR launched a multime- Earlier, Carlsberg had a broad and rel- royal crown has also been made simpler. “This will dia campaign last month to promote its ativelyati mature target audience. It will allow Carlsberg to continue to tell the story of its newest offering, the HD versions of its key ccontinueo to target this group but will also authenticity and premium quality. The prevailing channels including Star Plus, Star Movies, eexpandx its focus to include the younger green identity of the brand has been consistent since Star Gold and Star World. Nat Geo is already generationg in the 28+ age bracket. 1904. The antique gold has been replaced by a more part of the HD league. Khanna adds, “We feel that they dis- sophisticated alloy of gold and silver,” adds Khanna. As part of the retail branding strategy, play strength of character, consistency The earlier Art Nouveau-style Carlsberg logo was and conviction in dealing with life’s designed by a Danish designer, Thorvald Bindesboll, challenges.” in 1904. A San-Francisco-based agency has worked As part of the new global re-brand- on the refreshed design elements. ing, Carlsberg has also revamped its The revamped logo carries three elements - visual identity by changing its packag- the Brewer’s Star, the Hop Leaf and the words ing across 140 markets. The new visual ‘Copenhagen 1847’ (reiterating the city and the date identity has been implemented using when Carlsberg was first brewed) - together for the four design principles - bold, authentic, first time. “This will help reiterate the brand’s posi- modern and approachable - keeping in tion as an authentic, high quality, natural product. mind the new positioning. Despite all these alterations, the core identity of the In the new packaging, the Carlsberg brand remains the same and is still as characteristic logo has been changed from hori- and unique as ever,” mentions Khanna. zontal to vertical, to create a bigger [email protected] KAUSHIK APTECH English speaking training and it intends to continue with a Shankar: change is the only constant aviation services training. two-brand strategy in this field, ith a new logo and The company, however, has and that both Arena Multimedia the channels will find a presence in Croma, a tagline, the 25-year left out its two brands in the area and MAAC have strong individ- Next, Vijay Sales and Kohinoor. The retail Wold career education of multi-media training - Arena ual brand identities themselves. campaign will be on for one month. The and training company aims to Multimedia and Maya Academy Ninad Karpe, MD and CEO, network has also constructed an aggres- sport a more youthful and con- Aptech says, “We realised that sive two-week television campaign on Star temporary identity, supported by it is the right time for Aptech’s News, Aaj Tak, NDTV and kids’ channels a campaign that is directed at identity to reflect what we stand - Cartoon Network and Hungama. extensive engagement. for and the value we have cre- Positioned as Asli HD, the channels will Aptech plans to get more con- ated over the last 25 years.” be available to viewers who have an HD temporary and build a stronger Karpe further says that the television set and who have subscribed the connect with its target audiences. need to give the brand a new ava- channels on DTH platforms. The content It has unveiled its new corporate tar also stemmed from the fact for the format will be shot in HD, recorded identity with a new logo that that the perception about Aptech and edited in HD and mixed for 5.1 Dolby sports a tiger paw with a human being just a computer education surround sound. The channels will also bear imprint, along with the tag- company needed to change, with the mark of HD on their respective logos. line ‘Unleash Your Potential’. the various other services that “Tata Sky has already signed up with us for With this move, the company the company offers. the HD channels. We are in negotiations is looking to re-connect with its The new logo has been with the other platforms too,” Shankar says. stakeholders and consumers and designed by chlorophyll. He says that there are not many HDTV also attract global audience. Karpe: the newness of it Aptech’s creative duties are han- screens in India - about 5 million of various The change will reflect across dled by Quadrum Solutions denominations. “But, the multiplication rate Aptech’s several brands in various of Advanced Cinematics of these screens is very high.” services of computer education, (MAAC) untouched, saying that p‚‡vˆrq‚ƒhtr$$>> [email protected]

36 afaqs! Reporter, May 1-15, 2011 Book your ad today! Available in the best bookstores across Mail us at [email protected] all leading cities in India, distributed at hotels & airports and directly to a nationwide database of executives in different industries, EXECTM is your best route to reach the affluent business traveller.

To read the digital edition log on to execmag.in

To download the Media Kit log on to

http://media.explocity.com/EXEC-TRAVELLER-Medaikit.pdf

SUBSCRIBE! SAVE 35% !

To subscribe logon to EXEC Business Traveller EXEC Business Traveller www.bangaloreeventstoday.com   IAMAI Surfing Away Merrily It is now expected that there will be around 24 million internet users in rural India by the end of 2011. News Bureau

ccording to the research report titled about 46 per cent access ‘Internet in Rural India’, released by the internet from CSCs PURPOSE OF INTERNET ACCESS -FUTURE USE AInternet And Mobile Association of India (Common Service (IAMAI) and IMRB International, about 15 mil- Centre), or cyber cafes lion claimed internet users and 12 million active located in their locali- internet users (estimated) existed in rural India in ties. A CSC is a rural December 2010, and around 7.45 million claimed tele-centre, powered 40% 28% 27% 39% INFORMATION ONLINE EDUCATIONAL internet users and 5.5 million active internet users by broadband-enabled MUSIC/ VIDEOS/ (ADDRESSES, COMMUNICATION INFORMATION PHOTOS NUMBERS, in rural India in December 2009. computer, printer, - EMAIL, CHAT SEARCH It is now expected that there will be around 24 scanner, and web-cam- NEWS) million internet users in rural India by the end of era. More than 90,000 2011. Active internet users are defined as users CSCs exist in India. Base: 9.7 Million Claimed who surf the internet, at least, once a month. The The majority of CSCs Internet Users in 7 States

tions that the consumption of the internet in rural RURAL INTERNET USERS Claimed Active India is mainly centred around entertainment and communication, and is still not leveraged for utilities like booking rail tickets, accessing weather 50 information and acquiring knowledge about farm- ing techniques. The majority (41 per cent) of the 40 respondents surveyed, used the internet for watch- ing, listening and downloading photos, videos 29.9 30 and music. About 32 per cent respondents used 24 it for e-mail and chatting purposes. Only 5 per 21.4 cent leveraged it to get information about farm- 20 17 15.2 ing techniques. While 3 per cent used it to book 12.1 10.6 travel tickets, 2 per cent employed the internet for 10 7.45 8.5 retrieving weather information. 5.5 5.9 5.5 3.3 3.7 The report points out that various govern- 0 ment initiatives facilitated by DIT (Department of Dec. 08 Jun. 09 Dec. 09 Jun. 10 Dec. 10 Jun. 11 (Est) Dec. 11 (Est) Information Technology) such as NeGP (National e-Governance Plan), SWAN (State Wide Area total number of people residing in rural India is and cyber cafes in rural India charge between Network) and CSC (Common Service Centre) 568 million. Of that, about 47 million (estimated) `11-20 per hour, for internet access. Only 6 per are increasingly maturing and that this could be people are computer literate. cent access the internet from their homes, and 5 the main reason for the rise in number of users. Of the total number of internet users surveyed, per cent from mobiles. The report further men- [email protected]

<< p‚‡vˆrqs ‚€ƒhtr! educational dance videos created by “We are in the process Smith & Jones are not bound by any Virtual... time factor. The content of videos of partnering with a will remain relevant and available be spending or buying the ad space, prominent DVD com- online forever, unless the company the return on investment (ROI) will pany, which will help removes it. be very high.” Thus, consumers can consume The FMCG brand has no plans us to develop ‘Dance or view it anytime they want, be to push its dance-video content Ka Tadka’ DVDs.” it today, or in the future. Also, a through paid-advertising in the ini- AJAAY GUPTA number of people search ‘how-to’ tial phase. Gupta points out, “We content on platforms like YouTube, will rely on the organic ways and which is the third largest search des- harness the long-tail potential of ages a healthy lifestyle by snacking and 4G here, it is for sure that the tination online. the digital medium to get traction only in moderation and exercising video content will become big, and Therefore, the possibility of the initially. Later, we may consider the regularly, and dancing can be a fun the Smith & Jones’ dance video Smith & Jones’ branded content get- use of digital marketing to boost workout. We hope to contribute a lit- series is a good example I have seen ting discovered is high. the seeding and consumption of the tle towards building a healthy India.” in a long time which leverages video For the record, Smith & Jones video clips.” afaqs! Reporter spoke with a in such a neat way.” spends more than 30 per cent of its On opting for dance as a theme few digital media experts to find out Prasanth Mohanachandran, co- marketing budget on digital media. for branded content, Gupta says, their opinion on the branded con- founder, AgencyDigi, thinks that the Its sister brand, Ching’s Secret also “Dance, as an expression of human tent created by Smith & Jones. possibility of Smith & Jones vid- on Facebook has more than 6.2 lakh creativity is also a great form of Ashish Kashyap, chief executive eos getting a large number of video fans. exercise. Smith and Jones encour- officer, Ibibo.com says, “With 3G views will be high. His logic is that [email protected]

38 afaqs! Reporter, May 1-15, 2011

 

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

ADVERTISING MEDIA

his fortnight, the focus of movements has f Rajesh Kamat’s exit from Colors was a Tshifted from Rediffusion-Y&R to Dentsu. Isurprise for the industry, his replacement Following Sandeep Goyal’s exit from the agency, is a bigger surprise - Raj Nayak, the indus- his trusted lieutenants are also trying to find their try’s most high profile sales person, has been own way - or may be turn entrepreneurs, who brought in as replacement. The industry knows? Last week, the agency lost three of its key was astounded - the resources - Rajesh Aggarwal, operational head of biggest question was Dentsu; Gullu Sen, chief creative officer and Nitin what will happen to Suri, the recently promoted NCD. On the positive Aidem the company front, one of Upputuru brothers - Titus decided SUSHIL KUMAR floated by Nayak a to come back to the agency after a year. He had ANWESH BOSE TITUS UPPUTURU year ago. Till the time of fil- Mumbai branch. ing this report, the In another development, Runjhun Jain has question remains joined Publicis Capital Mumbai, as senior creative the same. However, director. the official version FOTOCORP At Lowe Lintas India, Fali Vakeel, the man is that the new man- RAJ NAYAK who gifted Balki (R Balakrishnan), chairperson agement post Nayak and chief creative officer to Lowe was named is currently discuss- vice-chairperson and ing possibilities with will continue to report its set of clients. to Balki. Prior to this At STAR India, SUSHIL KUMAR he was the agency’s Gayatri Yadav has RAJESH AGGARWAL GULLU SEN chief operating officer been roped in as (COO). marketing director. moved to Saatchi & Saatchi last year. MediaCom, which is The erstwhile mar- Another key Dentsu executive, the media out- currently strengthening keting head Anupam fit’s chief growth officer Anwesh Bose was also in its senior management, Vasudev’s status is news. He joined the media agency Mudra Max as has roped in Niti Kumar still unknown. While GAYATRI YADAV its head of North and East. as national direc- the official version is On the other hand, in Mudra West, Priyanka NITI KUMAR tor, new business and that he might don a Rishi was roped in as senior vice-president. Prior insights. After Debraj new role within the group which could even to this she worked with Asset Care Advisory as Tripathy’s appointment include an international assignment, the managing partner. She was also on board as a as COO early this year, grapevine is that he might finally call it quits. director this is another signifi- At Radio One, there have been a few However, Rediffusion Y&R wasn’t fully trou- cant appointment at the changes in its key team. Rajeev Bhandari, ble free either. It was time for the agency’s agency. national sales head, Radio One, has been chief strategy officer, Arvind Mohan to call it Another media agen- named as COO while Rajesh Ranjan took quits. Top management at Rediffusion was quick cy, ZenithOptimedia, from Bhandari as station director, Delhi. enough to announce the elevation of Gautam which now plans to beef Eathesham Azam, sales head, Kolkata, is now up its talent pool, has got station director, Kolkata. Arun Sequeira, Roopam Garg as COO sales head, South, has been appointed under Satyajit Sen. national head, retail sales; while Saurabh ROOPAM GARG Garg has been an old Sehgal, sales head, corporate, Delhi is now hand with the Publicis national head, corporate sales. Groupe and has held senior level positions both Shyju Varkey has been promoted as vice- at Starcom (the group’s other media outfit) and president, marketing. But he will continue ZenithOptimedia in China and Vietnam. Garg was to look after the Bengaluru office as station with ZenithOptimedia, London. head.

PRIYANKA RISHI PARITOSH SRIVASTAVA OOH AND BTL

Talwar as the new plan- ourav Tandon who Kolkata, Bengaluru, ning head. Earlier he Gquit Mediascope Chennai and Hyderabad. was executive vice- Publicitas as chief oper- The company is also in president, new business ating officer last month the process of hiring new development and special has started his own people on board. projects. Rediffusion’s out-of-home (OOH) Carat Fresh Integrated, South head Paritosh agency, Apex Integrated the activation arm from Srivastava, who quit last Marketing (AIM). It will the Aegis Media Group month, has now shift- have fully functional has appointed Dinesh ed base to the financial branches across all the Malhotra as senior vice- SUSHIL KUMAR ARVIND MOHAN capital, Mumbai, as head six metros in the coun- GOURAV TANDON DINESH MALHOTRA president and will head of Publicis Ambience try - Delhi, Mumbai, the activation business.

Compiled and edited by Prajjal Saha 40 afaqs! Reporter, May 1-15, 2011

 BLOW UP A Burning Message Conceptualised by Publicis Capital, the campaign titled Blow Up is both an advertising and a marketing initiative to save public property. By Ashwini Gangal

mage bank IndiaPicture launched an on-ground-cum-online cam- Ipaign called Blow Up. Crafted by creative agency Publicis Capital, Blow Up is a combination of an advertising and marketing campaign for the brand, as well as an initiative to save public property. The concept draws from the real- ity that during protests and political Lalit Nagar, member of Pradesh movements, a lot of public property Congress Committee and a leader of is damaged and burnt. In order to the Gujjar Community lighting the avoid this in the future, IndiaPicture image of a bus (left, top); First Blow hatched the idea of providing poten- Up event in which the bus is being tial protestors with free images of burnt public property to burn and vandal- ise instead. held in Neemka village in Haryana. The challenge for the account Emmanuel Upputuru, national is, apparently, to test the power of creative director, Publicis Capital, images beyond advertising and to informs, “At these events, the politi- change the bad reputation of the cal leaders, with a past record of nation that is known for destroying damaging public property, accept public property worth considerable their mistakes (that is, vandalising amounts during rallies and protests. public property in the past) and IndiaPicture is re-launching its promise never to indulge in such website (www.indiapicture.in) and a acts in the future. As a symbolic bunch of product level changes that gesture, an image is burnt, for one were under construction over the minute, at the event.” last three-four months will see the While the first event involved light of the day. the Gujjar community headed by Thus, the team decided to take the Lalit Nagar, subsequent events will unconventional route and generate see the participation of other such excitement amongst the creative fra- political leaders across the country. ternity, the campaign’s main target The upcoming events are slat- group. An NGO, iCongo (acronym ed to be held in Bihar, Jharkhand, for the ‘Indian Confederation of Jammu & Kashmir, Assam, and also NGOs’), is supporting this movement by helping The concept draws from in the city of Mumbai in the coming days. “But the team at IndiaPicture reach out to politicians one point to be noted is that, each time, a differ- and communities. iCongo is an organisation that the reality that dur- ent image will be burnt,” adds Upputuru. aims at sensitising people about socio-political Swapnil Tripathi, head, marketing, issues and looks at instilling a sense of individual ing protests and political IndiaPicture, says, that while at the first Blow Up social responsibility amongst citizens. movements, a lot of public event, a bus-sized picture was burnt, the images The campaign was rolled out in April, with its p‚‡vˆrq‚ƒhtr## very first Blow Up event. The first events was property is damaged. >>

 VODAFONE Dancing to Your Tune! As the Vodafone 3G launch campaign revolves around the character called ‘Super Zoozoo’, this below-the-line activity reflects various characteristics of Super Zoozoo. By Nandana Das

aving launched its 3G Services Speaking about the activity, Anuradha sometime back, Vodafone Aggarwal, vice-president, marketing, Hrecently rolled out an outdoor Vodafone Essar, says, “Basically, it was activity to promote it. The activity was a manifestation of the entire Zoozoo managed and conceptualised by 141 world. Anyone was a part of this activ- Wallstreet, the out-of-home (OOH) ity, would have surely understood how division of Bates India, and the content Vodafone services are faster, smarter and software and technology was provided by better. Xenium Technologies. To make the interaction more inter- The main objective of the campaign esting, Vodafone came up with a 3D was to create a strong brand recall of the game ‘Make the Super Zoozoo Dance’ 3G Services, as well as to make the target and ‘Play with Super Zoozoo”, where audience aware of its advantages and util- one could play various interesting touch- ities such as video calling, faster internet Zoozoo dances to your tune screen games like jigsaw puzzles and tag speed, live TV, and video conferencing. the 3G logo. An interface was created using the 3D Every person coming to the Zoozoo Depth Sensing technology that allowed world also won goodies like posters, the Zoozoo to imitate and do whatever badges, fridge magnets and Super Zoozoo the audience did. The concept behind the coffee mugs. activity was to make Super Zoozoo dance As of now, Vodafone limited the activ- to one’s step. ities to just Mumbai and Delhi, since A 3D model of Zoozoo was cre- the target audience for 3G services in ated and programmed to take in audience these cities is maximum. “We will do movements and then imitate them. For similar kinds of activities in other cities instance, if a person raises his hands, in smaller forms and on a smaller scale, Zoozoo will raise his hands too, or if a especially outside stadiums where IPL person jumps, Zoozoo will jump, as well. (Indian Premier League) matches are tak- Talking about the technology, NMD ing place,” adds Aggarwal. Parveez, director, Xenium Technologies, As for the response received for says, “3D Depth Sensing technology Getting the 3G experience the activity, Vijetha Suvarna, business takes gesture-based tracking to the next head, activation and rural services, 141 level, making body and gesture track- Wallstreet, says, “The activity has able ing more accurate. Using depth sensing to generate an overwhelming response cameras, the system measures changes from visitors at the various malls. Both in positioning and distance between the children and adults were equally excited various parts of a user’s image and other to interact with the Zoozoos. We even elements within the scene.” managed to collect a good database of As the entire 3G launch campaign potential 3G customers from the activity revolves around the character called as we were interacting with over 2,500 ‘Super Zoozoo’, all the related com- people everyday.” munication and on-ground activities The campaign, which started last reflected various characteristics of Super month in various malls such as Inorbit Zoozoo. This on-ground activity was mall, Mumbai, Phoenix Mills Mumbai; being designed, to yet again promote DLF Saket mall, Delhi, Ambience mall, Vodafone 3G’s tagline ‘Faster, Smarter Mall visitors with Zoozoo goodies Gurgaon, continued till a fornight ago. and Better’. [email protected]

p‚‡vˆrqs ‚€ƒhtr#! take on this idea) are in the pipeline. << Videos and pictures from the Blow Up All videos and pictures from the Blow Up events were documented A Burning... events were exhibited at India Habitat and exhibited at the India Habitat Centre where the advertising fraternity Centre in the third week of April, that will be used in subsequent where members of the advertising events will be far more symbolic, along with politicians were invited. industry (core target audience of that is, smaller (around 2 feet X 3 this movement) were invited, along feet in size). The image of the bus says, “For instance, the Blow Up Ayan Das. Several communities with political leaders such as Ajay was covered in petroleum jelly to event that will happen in Jammu have already been contacted for par- Maken and Sheila Dikshit. minimise the fumes and facilitate & Kashmir will have people pelting ticipation in Blow Up events. The online bit of the campaign quick burning, it is learnt. stones at an image, instead.” Additionally, interviews with includes an active and informative “Not all these events will see Besides Upputuru, the creative leaders from key political parties Facebook page. the burning of images,” Tripathi team includes Tanuja Goyal and across the country (regarding their [email protected]

44 afaqs! Reporter, May 1-15, 2011 Yellow Drawing Room, Rashtrapati Bhavan

1

4

2

5

3

1. Kapil Sibal, Minister of Communications, IT & HRD & H.E. President of India Pratibha Patil 2. The official release of stamp on Chitralekha 3. The President & the minister pose with the Chitralekha family 4. Chairman, Chitralekha, Maulik Kotak delivers the inaugural speech 5. Kapil Sibal speaks highly of Chitralekha 6. Vote of thanks by Manan Kotak, Partner, Chitralekha. 6    

BRIAN J TERKELSEN > PRESIDENT, LIQUIDTHREAD, STARCOM MEDIAVEST GROUP “Marketing 3.0 is all about community messaging”

Brian J Terkelsen of Starcom MediaVestGroup’s LiquidThread shares his thoughts on the company’s approach towards marketing and the required change in the industry’s approach. By Biprorshee Das

rian J Terkelsen, president, LiquidThread, When you move to Marketing 2.0 raise your Starcom MediaVest Group, was at Goafest brand favourability, That is when you begin to B2011, sharing his thoughts on the future think differently about what the marketing is sup- of marketing at the Knowledge Seminar. In an posed to be doing for you and how the message is exclusive interview, afaqs! Reporter spoke to supposed to work. Terkelsen to know more on marketing and the Watch Video bytes. Raising brand favourability changing approach towards the same. is very different than simple work around expo- sure. Raising brand favourability gets measured Take us through LiquidThread and its role differently and content gets to be something dif- within the SMG group both internationally ferent. And, then you can go about taking action. and in India. Imagine the day we can get our consumers to LiquidThread is the content group. It is the take action, based on marketing messages that we content and innovation team within SMG. On a put together for them. If we can get to that stage global basis, it is where digital and social content against not only mass messaging but community lives. We created the division a year ago and it is messaging, I think that is Marketing 3.0. I feel that a natural evolution of the business that we have is the ultimate right now in the space of commer- been working on in North America for 15 years. cial messaging. The past year has been excellent. The main evolution is that we put digital and social at the Do you think independent small agencies can centre of everything that we do around content. give the bigger ones, a run for their money? We are certainly making a big effort against I don’t know. There is a lot of space in this mar- content in this marketplace. With CVL Srinivas ket for all types of agencies. At the end, it all boils now leading the group, it is an opportunity for us down to who is delivering and who is helping you to not only launch the content practice in a new sell the product, and not who has the best idea. way but to also potentially grow this business. I would love all my people at LiquidThread to We work across our global clients on a multina- believe that they are marketers first, and content tional basis. India is an important market and it is specialists and category experts later. At the end a market we intend to grow in the content space. of the day, if we are not selling enough soaps or toothpastes we are not doing our job.

How do you think attitudes in terms of SUSHIL KUMAR approach towards marketing need to change We hear a lot about digital being the next big in this market place? thing at conferences and seminars, especially We have not figured out mobile advertising. The I think the attitudes need to change in all markets in a country like India. But, doesn’t relevance industry has not figured it out. Mobile is not just a when it comes to approach to marketing. Whether count? Has digital arrived really? telephone. Mobile is now the tablet. You have the it is a developing market or a sophisticated market, Relevance will always matter across everything. iPads. So, I would definitely be heavy on mobile. it needs to push messaging innovation. Today, there is no question that there is a growing But, I would also recognise that mobile is not The way we do messaging is not just about digital movement here in India. Television is not going to explode heavily and be equivalent to tel- asking creative agencies to create better 30-second going away though. But, acknowledge it, digital is evision in the next 18-24 months or even the next spots. It is about how we traffic those spots. It is coming; if it is not here in full force, it is coming in five years. about how we partner with media vendors to make full force and you want to be prepared for it. You those spots more effective. cannot totally ignore digital. Finally, what are the plans for LiquidThread I don’t think you have to abandon television for for the year ahead? Tell us a bit about Marketing 1.0, 2.0 and 3.0. digital, though. But, digital today, is much more We are certainly going to grow LiquidThread in I think many of our clients are very comfortable than just straight up display ads. India with our current clients. We are certainly being in the Marketing 1.0 scenario, the notion going to use what LiquidThread brings to the table that we live in an exposure-based world and we The penetration of mobile is huge but do we in terms of experienced planning and a view about have to get our message out. The message is the really care when we are ‘spammed’ by mobile messaging innovation to grow our perspective and brand’s claim versus raising brand favourability. advertising? how we go about our business. I think that there are a lot of solutions around content with the other agencies and independent “I don’t think you have to abandon television for firms. Our approach is slightly different and even though I gave away a lot of secrets during my digital, though. But, digital today, is much more speech at the Knowledge Seminar, rest assured there is a ton more that we bring to play. than just straight up display ads.” [email protected]

46 afaqs! Reporter, May 1-15, 2011 Yellow Drawing Room, Rashtrapati Bhavan

7

8 11

7. Senior BJP Leader, L.K. Advani, Kapil Sibal, Union Environ- ment Minister Jairam Ramesh and Minister of State for Power Bharatsinh Solanki share a laugh 8. Rajya Sabha MP & Gujarat State BJP in-charge Balbir Punj welcomes L.K. Advani, senior reporter of Chitralekha Ketan Trivedi looks on 9. Shaktisinh Gohil, Leader of Opposition, Gujarat Legislative Assembly with Dr. Christy Fernandez, Principal Secretary to President of India 10. A packed audience in the yellow drawing room at Rashtrapati Bhavan 11. Union Minister of State for Home Affairs and Communications and IT, Gurudas Kamat, Pratibha and L.K. Advani, Kapil Sibal, Jairam Ramesh, Bharatsinh Solanki, Political Adviser to Congress President, Ahmed Patel and Union Minister of State for Communication 9 12 & IT, Sachin Pilot 12. Ahmed Patel, Sachin Pilot, Arjun Modhawadia, Gujarat Congress Chief & Shaktisinh Gohil

10  RAPID METRORAIL What’s in a Name? With IMG Reliance being brought on board as consultants for naming rights of the Rapid Metro Rail in Gurgaon, a new marketing tool is set to take off in the country. By Surina Sayal

he Rapid Metrorail Corridor (RMGL) in Gurgaon, which will be completed by T2013, is looking at branding the station names, which means these stations could be called by the brand and not just by the name of the place. For instance, if Airtel, LG or Samsung bag the rights for these stations, it will be called an Airtel station, a LG station or a Samsung station. On offer for brands at the Rapid Metro in Gurgaon thus, are full naming rights for the RMGL Line which will have a minimum term period of 10 years. Therefore, the line will be known as ‘Brand name’ Line. The Rapid Metro Rail Corridor (RMRC) will have six stations - Sikanderpur, DLF Phase (Clockwise) Gurgaon Rapid Metrorail route, Emirates stadium and Mall of Emirates station Industries) is hired to become its sole non-fare revenue consultant for the Rapid Metro Rail in Gurgaon. The agency will handle all aspects from development to completion and will be responsi- ble for servicing deals over the term. II, Belvedere Towers, Gateway Tower, Mall of Also of the five trains that will run on these India and DLF Phase III. Of these, three stations routes, four trains will be sold with full naming (Sikanderpur, DLF Phase II and Gateway Tower) rights (‘Brand name’ train), which will have a will be sold with full naming rights (for example, minimum term period of three years. The fifth ‘Brand name’ station), and the remaining three train on the network will not be sold, but will be stations will be sold with semi-naming rights dedicated to socially responsible initiatives, in line (‘Brand name’ at Belvedere Towers or ‘Brand with RMGL’s focus of being a responsible public name’ at DLF Phase III). The right for the same service for the community. will awarded for a period of 10 years. As the network is still in the ‘build’ stage, For the, Rapid Metrorail, Gurgaon (RMGL) brands that acquire rights will be able to contribute IMG Reliance (a joint venture formed in 2010 to the look and feel of how infrastructure is built. between IMG Worldwide, the global sports, fashion and media business group, and Reliance p‚‡vˆrq‚ƒhtr$>>

SABMILLER mation about SABMiller’s website, www.talkingalcohol.com, which encourages people to be informed Be a Responsible Drinker about the choices of alcohol con- sumption and promotes responsible drinking behaviour. SABMiller has created billboards at metro Being an alcohol company, stations with creative messages requesting SABMiller believes that promoting people to drink responsibly. By Nandana Das responsible drinking should be one of its priorities. Jones adds, “The organisation believes in creating ABMiller India has launched awareness by adopting accessible SABMiller billboard at a awareness, promoting responsible an out-of-home (OOH) cam- ways of communication, this out- metro station drinking behaviour and help com- Spaign to promote responsible door campaign has been created bat alcohol misuse and abuse. We drinking. The company has put up in-house by a team at SABMiller port in Delhi and the NCR, we are also committed to playing a billboards with creative messages India. thought that metro stations would legitimate and positive role in part- requesting people to drink respon- Derek Jones, director, marketing, be an interesting medium and the nerships with governments, NGOs sibly at various metro stations in SABMiller India, says, “A clutter- ideal place to propagate messages and the public health community Delhi and Gurgaon including MG breaking communication is essential on responsible drinking behaviour.” to promote the cause. We have also Road and Huda City Centre. The to capture the attention of consum- The billboards sport messages partnered with Party Hard Drivers activity, which started in March will ers in today’s environment. Of late, such as ‘Underage drinking ain’t (PHD) in Mumbai which provides continue for the next two months. as the Delhi Metro has become cool’, and ‘Be good to yourself, drivers to people visiting pubs.” In line with the trend of creating the most preferred way of trans- drink responsibly’, along with infor- [email protected]

48 afaqs! Reporter, May 1-15, 2011 Grey Dining Room, Rashtrapati Bhavan

13

14 17

15 18

13. Dr. Christy Fernandez & Sachin Pilot 14. Ketan Trivedi, Ahmed Patel with Bharat Ghelani, Editor, Chitralekha & Mitrajit Bhattacharya, President & Publisher, Chitralekha Group 15. Bharat Ghelani & Mitrajit Bhattacharya with Kapil Sibal 16. Bharat Ghelani, Mitrajit Bhattacharya & Maulik Kotak with Jairam Ramesh 17. Mitrajit Bhattacharya greets Bharatsinh Solanki, Bharat Ghelani looks on 18. Gujarati newspaper editors Ajay Umat, & Kundan Vyas, with Ahmed Patel & Jairam Ramesh

16  TATA PHOTON PLUS Driving Home the Message As part of an outdoor activity, Meru cabs have been branded with Tata Photon Plus creative; where passengers can also listen to jingles while getting in and out of the cabs. News Bureau

ata Photon Plus, the mobile broadband the message of Tata service from Tata Teleservices, recent- Photon Plus - ‘Get Tly launched an on-ground activity in Speed, Get Time’ very collaboration with Meru cabs in Bengaluru. effectively.” He adds, Executed and coordinated by Atin Promotions “As the Meru cabs and Advertising, a Hyderabad-based out-of- have increased sub- home (OOH) company, the campaign involves stantially over the last a fleet of 800 Meru cabs travelling the length and few years, and with breadth of the city. the heavy traffic con- The cabs have been branded with the Tata ditions on the roads, Photon Plus advertising creative. Also, a cam- it was easy for us to paign jingle, ‘Get Speed, Get Time’, is played provide the cabs with when a passenger gets inside the cab and the fare dynamic visibility. As meter is turned on. The jingle is repeated when far as our jingle inno- Meru Cabs branded with the passenger reaches his or her destination and vation is concerned, Tata Photon Plus creatives the bill is generated. Through this medium, the drive time in the Tata Photon Plus aims to connect with its target cab becomes the best group, mainly young urban professionals and time to engage with the customers.” among its customers.” Speaking about the frequent flyers. Atin Gupta, partner, Atin Promotions and impact of the campaign, he adds, “Till now, the Talking about the outdoor activity, Sanjeev Advertising, says, “Voice branding inside Meru branding and jingle have received a phenom- Khera, regional head, South hub and chief oper- cabs is one such initiative where our client, enal response from our customers across the ating officer, Karnataka Circle, Tata Indicom, Tata Photon, is able to reach those high-end Karnataka Circle.” says, “Branding activities like these catch the cus- customers in a quiet, clutter-free environment The activity, which started in March, will con- tomers’ attention at one go. With this, we were twice in a single journey. This has received tinue till the middle of this month. successful in achieving our target of spreading good response and resulted in good retention [email protected]

<< p‚‡vˆrqs ‚€ƒhtr#' WHERE AND WHAT in Pune and it is now called the ‘Subrata Roy Sahara Stadium’ after INDIA: Location: Islington, London, UK What’s in a... its founder. Its naming rights pack- Brand and property: Sahara Group – Acquired for: £100M for 15 years age in perpetuity has been acquired Sports stadium Corporate colour schemes and the Now called: Emirates Stadium for `203 crore. Discussing the poten- look and feel of a brand can be inte- Location: Stadium in Gahunje, Pune Brand and property: Allianz – tial of naming rights as a marketing ` grated into the construction. Acquired for: 203 crore for perpetuity Sports arena platform, an IMG Reliance spokes- The process for the purchase Now called: Subrata Roy Sahara Location: Munich, Germany person says, “Naming rights is set to of rights is through a competitive Stadium Acquired for: $240M for 30 years emerge as one of the most powerful Request for Proposal (RFP), which is INTERNATIONAL: Now called: Allianz Arena platforms for branding opportuni- available on the Rapid Metro Rail site Brand and property: French-EDF Brand and property: MasterCard, ties. It gives brands, the chance to (www.rapidmetrorail.com). IMG Energy - The London Eye Beijing Olympics Stadium interact regularly with a significant Reliance has invited bids for assets Location: London, UK Location: Beijing, China set of the target audience as market- that will be accepted till May 23. Acquired for: £8M, 3 year deal Acquired for: undisclosed ing becomes more experiential.” Sanjiv Rai, managing director Now called: EDF Energy London Eye Now called: The MasterCard Center The main difference is that while and chief executive officer, Rapid Brand and property: Barclays Bank METROS: naming rights offers a long-term Metro, says, “Rapid Metro will be – Sports and entertainment arena Dubai RTA – Mall of The Emirates Station investment, advertising offers only state-of-the-art in all respects. As a Location: Brooklyn, New York, USA Philadelphia SEPTA –AT&T Station short to medium term investments. commercial rights holder, we aim to Also, with naming rights, clear Acquired for: $400M for 20 years New York MTA –Barclays Station provide a unique marketing platform investment expenses are known from Now called: The Barclays Center Las Vegas Monorail – Mandalay for our partners.” When it comes to day one, that is, it allows for fixed Brand and property: Emirates the project size and costs, while IMG Bay Station, Luxor Station, Excalibur costs, whereas with outdoor advertis- Airlines – Sports arena Reliance chose not to divulge these Station ing, the expense fluctuates as per the details just yet, it informs that the market. objective is to significantly improve Metro and Metro C in Rome. Other £100 million, for a 15-year peri- It also allows a brand permanent upon the revenues that would nor- cities such as Chicago, San Diego od. Similarly, Barclays Bank has the presence in an area or asset with mally be raised through traditional and Boston in the US and Toronto naming rights to a sports and enter- the company brand name and logo commercial structures for public and Montreal in Canada are also try- tainment arena, now known as the firmly integrated and becoming a transport networks. ing the same route. Barclays Center, in New York, US, key component of a public asset Internationally, IMG has also Such branding opportunities are which it procured for $400 million within a community. A dvertising worked - and in some cases, is cur- not restricted solely to the metro for 20 years. offers variable presence and the abili- rently - working on, metros in Dubai stations. In London, a stadium is Back home, the Sahara Group ty to continue or increase advertising (Roads and Transport Authority branded as Emirates Stadium, the has obtained rights for the upcom- presence is not guaranteed. or RTA), the Paris Metro, Madrid rights for which were bought for ing international stadium at Gahunje [email protected]

50 afaqs! Reporter, May 1-15, 2011    

LAURIE COOTS> CHIEF MARKETING OFFICER, TBWA NETWORK “TBWA believes in marketing orientation rather than just pitch orientation”

Laurie Coots has been part of the TBWA network from the word go. Twenty seven years later, she is still at the agency, now as its chief marketing officer. In a chat with afaqs! Reporter, Coots spoke about her role at the agency, the upcoming plan for TBWA India, and more. By Ashwini Gangal

aurie Coots has been with TBWA since it was a one-location creative agency in Los LAngeles, with just 75 people, almost three decades back. Today, the agency has 285 offices in 77 countries and over 12,000 people. In an inter- view with afaqs! Reporter, she talks about her role at the agency, plans for TBWA India, the digi- tal wave, and more. Excerpts from the interview:

Tell us about your designation CMO, which is seldom seen in an agency. Yes, CMO is indeed a very unusual term in an agency. I think I was one of the first to get that designation! The purpose of this designation is to ensure that we maintain a marketing orientation and not a pitch orientation. I have to figure out what kind of company we need to be; so, I do some of the R&D and product development work. I listen to clients about what their needs are and figure out what kind of agency network we need to be in the future.

Secondly, in order to help our company under- SUSHIL KUMAR stand how to ‘go to market’, I visit far-flung places and help people there understand our ‘Disruption’ a real shopper marketing strategy; this is different be the order of the day. Are we using the digi- methodology. There should be a level of intimacy from commercial advertising. Shopper marketing tal medium correctly? with our stories and with the way we work every- not only understands the mindset of the shopper I am personally and professionally interested in where in the world. but also that of the brand and the retailer. This is that line where virtual and reality collides. So, Thirdly, I go out and meet prospective clients. going to be important in India as the country is using the digital zone to make something happen Sometimes in the midst of all this, I get involved going through a huge change in the way people in the real world and reporting something happen- in calling the shots as far as the strategies with buy products. ing in the real world, digitally, is something I find our global pitches go. We are a kind of agency The second plan is in the area of understand- fascinating. The spurt in online communication, that pitches only 20 per cent of the time instead ing what 20-somethings think. We’re going to that you’re seeing right now is experimentation. of 80 per cent of the time and 80 per cent of our replicate a study that was originally conducted in Everyone is exploring their options - Facebook, business comes from growing our existing clients. the US. This will enable us to understand which Twitter and others. Many brands feel they need to This is far better than chasing every single thing brands - and the social causes they stand for - are be present on this space in order to be ‘cool’ and that’s loose in the world, which turns out to be an important to youngsters in India and how their considered, but they still haven’t looked at it from expensive way to grow. inner values affect their plans in life, the products the perspective of ‘brand first’. they purchase and the brands they interact with. We’ve heard about the creative side at TBWA Third on the list is to understand the sweet spot Given the spurt in the online space, is the role explain the agency’s ‘Disruption’ mantra. between the old India and the new India. of traditional media diminishing? How does TBWA’s CMO define ‘Disruption’? No, not diminishing, but changing. When televi- Disruption is the killer app! The whole idea is that What are the key differences between the sion grew, radio changed. When the internet came, disruption helps us help companies understand typical Indian consumer and the quintessen- print changed. Now, given the growth in the what their core belief is. When I understand my tial consumer in the West? online medium, the only medium that may have a core belief, I know how to act, as do companies. The main difference is that while Westerners are problem is newspapers. Also, the role of magazines Disruption is similar to a religion or a code. It is a spenders, Indians are savers. The typical consumer might change; magazines that are information- deep-seated thing that’s true about you and your in the US spends whatever money he or she has, based (as opposed to photo-driven magazines) will company, and it helps us understand our clients. and often spends more on credit. The prototypical probably be seen going digital. We’ll start to see Convention in any category is something that gets Indian buyer on the other hand is very practical different models of subscription, changes in the in your way and needs to be over-turned. when it comes to spending habits and tends to way things are sold, and there will be a lot more think more about the long-term than about the custom publishing. So, one of the things print What are TBWA India’s plans in the days instant gratification they need from their money. companies will be asking themselves is -“What ahead? was our purpose to begin with?” Even radio will We have planned three big initiatives for the Every second brand now has a Facebook fan re-invent itself soon. agency. The first initiative is an implementation of page and constant Twitter updates seem to [email protected]

afaqs! Reporter, May 1-15, 2011 51   MTV The Attention Seekers Limited by the single genre music market that India exhibits, youth channels today are experimenting hard with their programming strategy to grab the ever-elusive attention of the youth. By Anindita Sarkar

hannel [V] recently established the fiction genre within its programming line-up to Cexpand its content horizons. Now, MTV, the youth channel from the Viacom18 stable, has launched a fresh reality format that is uncensored and exposed to the youth through a multi-screen experience. Christened MTV Crunch, the show has have 10 rooms with 10 pairs locked in for four weeks, with the walls physically closing in on them to make the living space progressively small- er. While the show is being telecast dramatically and there is always a every day at 8 PM, it is streamed live “There is a need to continuous fatigue ailing the seg- on the mobile and online platforms create differentiation in ment. 24x7. The show hit the television “Also, India is a single genre music screens on April 18. the content line-up, as market - Bollywood, which is avail- Aditya Swamy, channel head, music in India is able to everybody. Consequently, MTV, says, “Crunch is a completely limited to there is a need to create differen- home-grown format. The show does tiation in the content line-up, as not have any host. Neither does the Bollywood only.” music is very limited,” avers Swamy. contestants vote each other out. They ADITYA SWAMY MTV currently airs nine hours of are voted out directly by the online music content and nine hours of community.” non-music content. The channel is also introducing the docu-reali- one protagonist is a small town girl during the day The channel also plans to increase the ratio of ty genre to its programming line-up with True Life. and an escort by night - and she is happy with her experimental music within the category line-up. It Docu-reality, informs Swamy, is a large genre choice,” explains Swamy. will launch a new show called MTV Roots in mid- for MTV globally and now the channel is bringing MTV’s The Grind will also adorn a new avatar May. The show will look at exploring the diversity it in India with a local flavour. customised for the Indian youth, to be rolled out of music genres within this country. True Life makes an attempt to capture the in May. Additionally, it will also launch a fusion-themed dichotomy in the lives of 10 young people who But, why the need for such non-music formats music show in June. have two sides to their personalities. “For example, of-lately? The youth category today is changing [email protected]

RADIO Magic’s programming line-up will comprise music content acquired from YRF and T-Series. Meanwhile, Big Productions and Turning the Tables Big Synergy will mostly produce the non-music content. “We are also Big Magic will adapt popular shows of Big FM, acquiring some,” adds Kumaran. RBNL’s radio offering. By Anindita Sarkar Positioned as a light entertain- ment channel, Big Magic will initiate its non-music programming ore often than not, radio them. with the reality genre and with time, has drawn its content Sunil Kumaran, business head, Kumaran: the unconventional way will also get into fiction. Mfrom properties created Big Magic, says, “The successful Big Big Magic will serve the core primarily for the audio-visual medi- FM shows will have their visual ver- eos to be played on Big Magic. Hindi heartland of Uttar Pradesh um. Now, the tables seem to have sions played on the channel. This is Kumaran says, “T-Series and (UP), Madhya Pradesh (MP) and turned. an advantageous move for us, since Yash Raj Films put together, cover Bihar and offer content across Big Magic, the television offering it will give us the facility to cross a large part of the music industry, music, movies and comedy shows, from Reliance Broadcast Network promote.” and this alliance allows us to hand- tailored to meet local tastes. (RBNL), will adapt popular shows Meanwhile, RBNL has inked pick music across eras, which will The channel also has tied up of Big FM, RBNL’s radio wing, to one-year music deals with the appeal to the preferences of the local with all major cable operators across feed into its original programming industry’s music giants, T-Series populace.” UP, MP and Bihar, including DEN, line-up. and Yash Raj Films, for music vid- About 40-50 per cent of Big Digicable, Wire and Wireless India These will include shows such as (WWIL) and Hathway. The chan- Big Top 30, Love Aaaj Kal and Yaadon While some of these ‘adapted’ shows will nel, that will be placed on S-band, Ki Baraat - Evergreen Music. While will reach out to approximately 10 some of these shows will be hosted be hosted by the same RJs, a few will million households in the Hindi by the same RJs (radio jockeys), a heartland. few will find new faces to represent find new faces to represent them. [email protected]

52 afaqs! Reporter, May 1-15, 2011

 

DANONE Encouraging Health and Fitness The dairy brand has fabricated mini gyms at a few bus shelters in Mumbai to promote the message of a healthy and active lifestyle. By Surina Sayal

he dairy company Danone has launched an innovative fitness Tdrive in Mumbai. As part of its ‘Stay Fittum Fit’ campaign for its flavoured yoghurts, Danone has trans- formed a few bus queue shelters into mini gyms. Besides sampling, the aim of this ini- do some basic exercises such as stretch- tiative is to garner awareness amongst ing and push-ups, using these gym Mumbaikars on the significance of equipments. exercising and to stay fit amidst the Danone claims to have reached out hustle-bustle of their daily lives. to over 2,000 people already in the span Based on the high number of foot- of one week, and intends to talk to falls, bus shelters have been identified many more before the campaign ends at Andheri, Lokhandwala, Bandra’s in another 15-20 days. Lilavati Hospital and Jogger’s Park for Jain also shares that it is a lim- this on-ground activation. The activity ited campaign as permissions have to that began early this month has Danone be secured to roll out something like promoters advising commuters to step this at bus shelters. The campaign has into the mini gym and do a quick work- been launched only in Mumbai at the out session while they wait for their moment, but the brand has plans to respective buses. And, at the same time, take it to other cities, depending on the Danone’s yoghurts are being offered to customer response. the people for free sampling. The brand’s outdoor campaign at Discussing the initiative, Swati Jain, around 135 bus shelter panels across head - marketing, Danone, tells afaqs!, the city also started mid-March, and “Danone’s yogurts are fortified, high will go on for another 20 days. Radio in calcium, and positioned as healthy advertising is also being done on Radio alternatives to snacks. But, at Danone, Mirchi 98.3 FM and Radio City 91.1 we have always been of the opinion FM. that simply consuming healthy food is Danone, for the record, is a not good enough, it must be supported Fortune 500 company, with 160 plants with a 30-minute workout session reg- and around 80,000 employees, with ularly, in order to stay fit.” Danone claims to have a presence across five continents and over The company, through this mini gym initia- reached out to over 2,000 120 countries. In 2010, Danone recorded sales tive, aims to reach out to people, and urge them worth 17.01 billion Euros. to take a break from their busy schedules and people already. [email protected]

54 afaqs! Reporter, May 1-15, 2011     Some of India’s well-known professionals write on issues that they feel passionately about

L SURESH A Syrupy Mind

man and a dog are sit- in Australia with this script? Besides, ting motionless outside his I need to win some awards and jus- house. Inside, it’s raining tify my fat pay, right? That woman ads. had 200 channels to choose from - A why couldn’t she just surf channels Man: I just can’t understand it. All during ad breaks like the rest of the three of them... world?

Dog: All three of whom? Medium (representing the house- (The man begins to narrate.) wife): How can they play such ads on the television? What? You’re say- It’s a shot of the living room in ing that there are worse things being an apartment where a 50-year-old shown on it? Well... (blushes) that’s woman is expertly watching four seri- the reason why I’m hooked on to all als simultaneously, each one playing the soaps. Commercial breaks were on a different channel. A scantily-clad reserved for kitchen work and other nubile nymphet is chased by a hunk things, but with the ads being so hot and the couple embark on a treasure now, even my loo breaks have gone hunt of the human body’s various for a toss. Holding on for so many pleasure points. The housewife gasps hours was proving to be difficult and and her husband quickly changes the Tu‚ˆyqUW8†tr‡pr†‚  h‡vtpr ‡vsvph‡r† the pressure finally got to me. What, channel. An ad break again, with a you thought it was blood pressure? woman looking completely aroused ‡‚‚46Fˆ ‚†hhƒr †ƒrp‡v‰r No, not at all. with a soft drink in hand. (Cut to the man and the dog.) Another channel - this time, it is a deo that’s getting a much-married director) and the media planner were that meant lots of attitude and less Dog: And, so everyone blamed eve- woman to fantasise about the man all interrogated. So was the dead clothes. The client insisted on the ad ryone else. But, the judge blamed she’s just seen. Watches, under- woman, who spoke through a medi- being placed in shows with the high- them all for having terribly messed wear, antique jewellery - different um. And, this is what each had to say. est TRPs. And, thus it came to be up minds and dismissed the case. channels, different brands but the that middle-aged women who, until The story inspired a book titled The same theme. Man and woman in Client: I don’t know. The NCD then, were engrossed in havelis, child Case of the Syrupy Mind which was the throes of passion, waiting for played me clips of Sex and the City, marriage, joint families, vamp wars then made into a film titled Rasho the ad to end so that they could Desperate Housewives and Big Love and and the sanctity of the mangalsutra, Mon. The writer lost his mind and jump into bed. convinced me that it was the way were suddenly exposed to variations took the producers to court because Cut to a ladle falling noisily onto ahead if I wanted to sell my soap. of the Kamasutra. Why was such an his name was featured only in the the floor. The camera pans to show But, it was the media planner who ad done for a conservative audience? end credits - this led to the origin of the woman follow the ladle as she led me to choose this primetime No clue, Sir. No, I doubt if the the phrase the ‘Rasho mon effect’. crumples into a noisier heap, in slow soap. I wouldn’t dream of offending NCD will know either. motion. (Sfx of tiles breaking and the sensibilities of an old woman! Man: But, how do you know all this? popping out of their positions in a NCD: Listen, my original script was You’ve been with me right through! domino effect to be added during Media Planner: Months before the about a housewife who was desper- post production.) brief had been written - yes sir, we ately trying to find the right soap Dog: I’m a pug, remember? Wherever (Back to man and dog.) still have written briefs in the agency for her family, otherwise her son I go, the network follows. - the creative team on the account would not stand first in class and Man: The woman was found dead had already decided that whatev- her husband would not get a pro- and the case went to the court. The er be the objective, it would make motion. But, how can one justify a (L Suresh is an independent creative client, the NCD (national creative a film that looked ‘international’ - shoot in Brazil and post-production consultant)

<< p‚‡vˆrqs ‚€ƒhtr"% if it is not approved by consumers. user generated content are also on time, it is very important to know if “When we engage the consumers, the anvil. the change is being welcomed and they understand our brand philoso- Vikram Sood, CEO and found- receive positive consumer feedback. Change is... phy better,” adds Ram Warrier, head er of And Then Digital Arts that Karpe says that while Aptech has corporate marketing, Aptech and is handling the activation project not been very aggressive on above- for all its brands except MAAC, head, MAAC. for the exercise, along with Tivre the-line front, it is considering more which is taken care of by ELEVEN Digital remains the primary medi- Business Solutions says that engage- communication on the mainstream Brandworks. um for the re-branding campaign. ment is going to be crucial because front to ensure a stronger leverage Karpe says that Aptech is even Besides a microsite and a revamped when a company decides to go in for opportunity for the brand. willing to change the revamped look website, virals, blogs and a lot of an image change after such a long [email protected]

afaqs! Reporter, May 1-15, 2011 55  SrhqvtS‚‚€ EXEC TRAVELLER

SANDEEP DAHIYA Senior vice-president, Business Traveller consumer products and communi- cations, Viacom18 Media Exec Traveller targets business executives in their mid-30s and above whose jobs require them to have the habit of reading two books travel frequently. News Bureau I at a time; one for the car and another one to relax with at home. Of late I was reading these two books, Bringing Down xplocity, the Bengaluru-based the House: The Inside Story of Six MIT media and publishing com- Students Who Took Vegas for Millions by Epany has launched a travel Ben Mezrich and Wolf of the Plains by the magazine Exec Traveller, especially English author Conn Iggulden. for travelling executives. Of these two books, I have just finished The first issue of the monthly reading the latter one, a couple of days back. It is the first book in the offering, launched in April, bears Conqueror series based on the Mongols of the Asian steppes. The book a cover price of `100. The initial has been presented in an interesting manner. It is not written in a chrono- print run of the magazine is 50,000 logical manner, as events happening in Genghis Khan’s life. It portrays copies. Khan’s life in a way that establishes him as a very strong personality in Ramjee Chandran, chief execu- the history. The language and the style of the book is simplistic and tive officer and editor-in-chief, superb! Explocity, says, “The largest com- Of all the authors I am particularly fond of reading munity of travellers comprises John Grisham. Of the Grisham books, I love The business travellers. There is no other Associate. It is a kind of book, if you start reading, magazine that caters exclusively to will find it impossible to put down before you fin- business travellers in the country.” ish it. The content mix of the maga- My all-time favourite book, since my college zine includes information related days is Wuthering Heights by Emily Bronte. I love to commuting, airports, airplanes, the book, for its sheer passion and the intensity of hotels and other things that might be all the characters. of use to the business traveller while As told to Nandana Das on a tour.

Ir6 v‰hy† content and advertisements. To market Exec Traveller, the 22-year old publishing house is BRAND ATLAS using direct marketing amongst its 7 hqvtD‡ryyvtrprHhqrWv†viyr database of business executives, most of whom are frequent travellers. An 6ˆ‡u‚ †)6yvhXurryr hqE‚ryFh‡“ inaugural subscription drive has also Qˆiyv†ur )E‚uXvyr’ been launched, wherein the readers can avail a discount of 35 per cent he latest edition of Brand Atlas follows the recent on a yearly subscription. As far as TYouTube-iPhone era trend towards fast-paced distribution of the magazine is con- visual instruction by neglecting needless jargon and cerned, the group has tied up with combining vivid, full-colour images and easy-to-fol- Ramjee Chandran bookstores, newsstands, executive low diagrams to break down branding principles into hotel rooms and airports. basic step-by-step concepts that can be immediately The magazine focusses on the The magazine will be avail- applied. This handy reference: needs of business or executive able across all metros (Bengaluru, UÊ -«i>ŽÃÊ ÌœÊ >Ê LÀœ>`Ê À>˜}iÊ œvÊ ÃÌ>Ži œ`iÀÃÊ ˆ˜Ê Ì iÊ LÀ>˜`ˆ˜}Ê «ÀœViÃÃÊ ‡Ê vÀœ“Ê travellers. The local section is in Mumbai, Delhi, Chennai, CEOs to designers to brand managers. the form of a pullout Metro Mag! Hyderabad and Kolkata) and other UÊ *ÀœÛˆ`iÃÊ̜œÃÊ̜ʈ˜Ìi}À>ÌiÊ>ÊLÀ>˜`ÊÌ ÀœÕ} œÕÌÊÌ iÊi˜ÌˆÀiÊVÕÃ̜“iÀÊiÝ«iÀˆ- It focusses on the city, covering big cities across the country. Direct ence, build relationships based on the brand, measure a brand’s value and the most happening places and distribution will also include airport define a brand strategy. events of the month. All six met- lounges, hotels and other points of UÊ œ˜Ì>ˆ˜ÃÊiÃÃi˜Ìˆ>Êˆ˜vœÀ“>̈œ˜ÊˆÕÃÌÀ>Ìi`ÊÌ ÀœÕ} ÊÌ iÊÕÃiʜvÊ`ˆ>}À>“ð ros - Bengaluru, Mumbai, Delhi, concentration of business travellers. Chennai, Hyderabad and Kolkata, The new title is being distributed will have a Metro Mag! While, the nationally by Outlook retail dis- THE OXFORD INDIA ANTHOLOGY main magazine will carry infor- tributors. There will also be direct mation about travel destinations distribution through Explocity OF BUSINESS HISTORY forthose bitten by the travel bug, regional bureaus. there are various sections assigned The group is targeting business @qv‡rqi’)HrquhHFˆqhv†’h for gadgets, sartorial guides for cor- executives in their mid-30s and Qˆiyv†ur )P‘s‚ qVv‰r †v‡’Q r†† porates and automobiles. above, including professionals from It will also have information on any discipline from the corporate omprehensive and authoritative, this collection hotels, airlines, airports and adver- world. Cwill interest teachers and students of business tisements that are of interest and The demographic profile of the history and business management, as well as manage- concern to the business traveller. target group includes those who ment professionals, business executives, journalists, On an average, the magazine plans travel frequently due to their jobs. business analysts and general readers. to have 130 pages in total, including [email protected]

56 afaqs! Reporter, May 1-15, 2011

  JOBSWITCH Organization Name: My Mobile and proof check the copy. We are Location: Mumbai Infomedia Private Limited looking a candidate with 5-8 years of Profile: We are looking for Position: Manager–Circulation experience. a candidate with 4-5 years of Head Email:nidhi@flagscommunications. experience in promotions and Location: New Delhi com events. She/He should have handled Profile: We are looking for a ...... promotion and BTL activities in candidate having 8-12 years of Organization Name: Asian event industry. experience in sales & marketing. Business Exhibition and Email: manoj@craftworldevents. Candidates from the mobile retail Conferences Limited com industry would have an added Position: National Sales Manager ...... advantage. Location: Mumbai Organization Name: Bijan ad and Email: [email protected] Profile: The key responsibilities Films Private Limited ...... for this position include identifying Position: Office Secretary Organization Name: Arjun clients and space selling for the Location: Delhi/NCR Production House Private Limited. said projects. We are looking for Profile: We are looking for a female Position: Marketing Manager a candidate having a MBA degree candidate having 1 to 5 years of work Location: Bangalore in Marketing with 4-10 years of experience in a similar field. The Profile: We are looking for experience in space selling. candidate should be able to make a candidate with 5-7 years of Email:[email protected] independent correspondence with experience in marketing...... clients, mails, quotations, tracking of Email: [email protected] Organization Name: Surya release orders of the channels...... Adsystems Private Limited Email: [email protected] Organization Name: Food and Position: Branch Head ...... Nightlife Magazine Location: Bangalore/Mumbai/ New Organization Name: The Position: National Sales Head Delhi Printing & Publishing Location: New Delhi Profile: We are looking for Company Limited Profile: We are looking for a dedicated advertising professionals Position: Advertisement Managers candidate with minimum 5 years of who can come up with path breaking Location: New Delhi/ Bangalore experience in sales. Candidates from ideas and innovative approach to Profile: We are looking for a the print media/ magazines industry pitch new clients and convert into candidate who can handle the would be preferred. business. The candidate should have space/air-time marketing of various Email: shrutisharma@planforme. 10-15 years of relevant experience. products independently. The com Email: [email protected] candidate should be a Post Graduate ...... with at least 5 years of experience in Organization Name: Collective Organization Name: Associated ad sales with a reputed media house. Heads Advertising Private Limited Email: [email protected] Position: Business Development Position: Email Marketing Manager ...... Manager Location: Hyderabad Organization Name: AIDEM Location: Mumbai Profile: We are looking for a Ventures Pvt. Ltd. Profile: The candidate must have candidate with at least 2 years of Position: Digital Sales at least 6 years of experience in experience in e-mail marketing Location: Ahmedabad, Bangalore, business development preferably in campaigns. The position demands Chennai, Hyderabad, Kolkata, Exhibition/Media industry . to measure e-mail performance and Mumbai, New Delhi and Pune Email: [email protected] recommend strategies for improving Profile: The incumbent will be ...... performance. responsible for advertisements Organization Name: RAJ Group Email: [email protected] on msn India and associated ad of Companies ...... network. She/ he should be a Position: Business Manager (Print Organization Name: italics graduate/MBA with at least 2-5 years Media) Position: Senior Copywriter of relevant experience. Location: Kanpur Location: New Delhi Email: [email protected] Profile: We are looking for a Profile: The applicant will have ...... TO ADVERTISE, CONTACT: candidate having at least 3 years of to Study the industry in question, Organization Name: Orienta Cine experience in Sales & Marketing. analyze the potential of the Advertising Private Limited Neha Arora Candidates from the print media communication tool and devise Position: Business Development Ph: 09899065478 would have an added advantage. effective and innovative content Manager [email protected] Email:[email protected] that describes the organisation’s Location: Mumbai Neeraj Ranjan ...... capabilities. She/ He will be Profile: The candidate should Ph: 09886846842 Organization Name: Flags responsible for executing the be focused and result oriented [email protected] Communication content in tandem with client brief individual capable of converting Deepti Javali Position: Senior Copywriter and add value to the collateral with important leads to business revenues. Ph: 09980999163 Location: Delhi knowledge and insight. Overall, she/he shall act as one point [email protected] Profile: The candidate would be Email: [email protected] contact to liaise with business units required to write effective copy for ...... around the region as required. We To view other jobs in Marketing, Media and Advertising, log on to: advertising communication and Organization Name: Craftworld need a candidate having 3-4 years of http://jobs.afaqs.com marketing collateral materials. She/ Events relevant experience. He would be required to supervise Position: Manager- BTL Email: [email protected]

58 afaqs! Reporter, May 1-15, 2011

        

8i‚ui€ƒ†s‡ƒ‘‚‚s‘‡„i„s† Vviˆ‡vƒ‘†s€si‚ˆ@sqqi‚Ds†i€rw‡ˆƒƒ‰††sirs†‡@sqqi‚Ds†i€r Gi†‚iˆiyi‡‡sqƒ‚rƒ‡ˆ†sirA‚u€w‡vriw€“vi‡‡vƒ‘‚i‚s’„ƒ‚s‚ˆwi€ w‚q†si‡sw‚†sirs†‡vw„w‚ˆvsETUS$Q‰†is†iusw‡‡‰s†sirs†‡vw„vi‡ u†ƒ‘‚p“"$(ƒs†ETUS!" !!Q‚€“ˆƒ„†ƒsˆviˆƒ‰††sirs†‡w‚‡w‡ˆ ƒ‚@sqqi‚Ds†i€rss†“ƒ†‚w‚u E‚ˆsu†iˆw‚usrwiA‚uiuw‚u9ƒ‚‡‰s†‡

           Sudip Nag, GM (Advertisement) - 96861 88840.   Vijaya R - 98440 92091, Tony Doulton - 98450 67371, Anantha Krishnan - 81477 52856    Deepak Menon - 98106 65814    Prabal Deb - 98303 75315   A V Vinod Babu - 99520 16709   Ramachandra Rao - 98490 41737   Rajeev Pathria - 98201 51642.   !  [email protected]

‘‘‘rsqqi‚vs†i€rqƒ ‘‘‘rsqqi‚vs†i€rs„i„s†qƒ