REDIFFUSION JOINT PRESIDENT RAHUL JAUHARI

Subs riber o not or resale November 1-15,2018 16 are repeatoffenders. half ofthem Nearly inMumbai. four live offence. Threeoutof the they committed 35-44 yearsoldwhen #MeToo movementwere Men accusedintheIndian War oftheHandbags CAPRESE, BAGGIT LAVIE, ‘strategy’? Can posingcelebritiesbe a SEXUAL HARASSMENT Statistically Speaking 12

#METOO Redefining Masculinity TITAN breaks the‘macho’ myth. The brand’slatestcampaign #METOO

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#METOO movement. Cashing inonthecashless #METOO Educating theElderly MASTERCARD

#METOO #METOO 11 POCKET ACES MOVEMENTS/APPOINTMENTS Who’s Where Winning Big Route Taking theEmotional SAVLON PLUS Volume 7,Issue10

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This fortnight... Volume 7, Issue 10 ew months back, I watched a YouTube interview of a Hindi film actress EDITOR Sreekant Khandekar F – I think it was Swara Bhaskar – during which Harvey Weinstein and PUBLISHER November 1-15, 2018 Volume 7, Issue 10 `100 the #MeToo movement in Hollywood came up as a subject of discussion. The Sreekant Khandekar SEXUAL HARASSMENT interviewer wanted to know whether India would see a similar movement. The EXECUTIVE EDITOR Statistically Speaking interviewee said she didn’t think so. Ashwini Gangal Men accused in the Indian #MeToo movement were 35-44 years old when ASSOCIATE EDITOR they committed the offence. Three out of Sunit Roy four live in Mumbai. #METOO Nearly half of them I’m sure she’s delighted to have been proven wrong in her prediction. The are repeat offenders. PRODUCTION EXECUTIVE #METOO #METOO #METOO movement has come to our shores and how. Women from the media and Andrias Kisku

16 #METOO

#METOO #METOO #METOO entertainment industries have spoken out against people who’ve harassed them in RAHUL JAUHARI #METOO ADVERTISING ENQUIRIES #METOO JOINT PRESIDENT #METOO #METOO REDIFFUSION #METOO #METOO the past, and continue to speak out every day. That this would be the topic of our Shubham Garg #METOO #METOO #METOO 81301 66777 (M) #METOO cover story this fortnight was certain. After all, many of the names that came up in this context belong to the Indian advertising and media industries – they are people Apoorv Kulshrestha 12 11 PLUS 9873824700 (M) SAVLON Taking the Emotional whose professional movements and work we have followed and covered for years. Noida Route 6 POCKET ACES Winning Big 23 What we weren’t sure about was what exactly to write. Nikhil Jhunjhunwala MOVEMENTS/APPOINTMENTS LAVIE, CAPRESE, BAGGIT TITAN 7 MASTERCARD War of the handbags Redefining Masculinity Educating the Elderly Who’s Where 26 9833371393 (M) Can posing celebrities be a The brand’s latest campaign Cashing in on the Cashless ‘Strategy’? breaks the ‘Macho’ myth. Movement. Mumbai We asked many women, employed with media firms, their opinions on the [email protected] matter: Why do you think so many cases pertain to people from our industry, as MARKETING OFFICE compared to others? Is it because we’re a noisy, social media-friendly fraternity? If B 3, Ground Floor, Sector 4, Noida -201301 Uttar Pradesh someone harassed you, would you go to the internal committee in your organisation or take to social media? Do these reports surprise you? They spoke to us freely, but MUMBAI 302, Makani Center, 3rd Floor, requested anonymity. Alas, we didn’t have a concrete narrative. Off Linking Road, Bandra (W), Mumbai - 400050 That’s when it hit us: We ought to look at the data so far. When opinions about a SUBSCRIPTION ENQUIRIES sensitive issue surround you, it’s best to stick to the facts. So we decided to enumerate [email protected] the people whose names have appeared in the media. We drew up a chart with some Owned by Banyan Netfaqs Pvt Ltd and basic details about these people. This list then helped us make inferences about the Printed and published by nature and background of the typical sexual harasser... and the power dynamic at Sreekant Khandekar, at 7-A/13, Ch. Ratan Singh Complex, play here. Jawala Heri Market, Paschim Vihar, New Delhi-110 063.

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Ashwini Gangal Cover Illustration [email protected] Deepesh Singh CONTENTS

20 AIRTEL TV A Musical Ode The brand recognises efforts of the unsung heroes of Durga Pujo. 10 4 13 INTERVIEW Suparna Singh On launching NDTV Hop, Singh says the idea behind the ‘world’s first made-for-mobile 8 live channel’ was to create a VICKS ARROW HINDI MEDIUM part of NDTV that Gen Z has Another True Story Celebrating 25 years Lost without Print a direct connect to, instead of P&G warms the cockles of our #BestIsYetToCome features Hindi print reigns over TV a surround connect. heart with this Vicks spot. an 82-year old protagonist. in Bihar.

afaqs! Reporter, November 1-15, 2 0 1 8 3 e ARROW Celebrating 25 years in India The apparel brand creates a campaign with an unconventional model. By Deepashree Banerjee

elebrating 25 years of being shirt makers, Men’s formal Cwear brand Arrow (part of Arvind Fashions) released a digital film - The Best Is Yet To Come. Conceptualised and executed by Arrow’s AOR - What’s Your Problem Brand Solutions - the film, following a route less travelled, encourages retired professionals to do their best each day and stop at nothing. O.P. Khanna, the “model” in the film, was a hardcore corporate professional who often worked 18 hours a day. While he had limited exposure to the film industry, he maintains, “Several IITs and MNCs I worked with in the past made documentaries on me, but they were quite different. A full-blown film is a different ballgame altogether.” Arrow, as the brand claims, is the philosophy. The agency spent a Khanna, a graduate engineer for professionals who have a similar good couple of months contacting from IIT Kharagpur and post-grad belief system. “Going forward, we various corporate achievers who had from Halle, Germany, hails from would like to connect with other such retired in the early 90’ and spent hours Bangalore. Being a perfectionist, professionals (like Khanna) and dress meeting or interviewing the few they Khanna wanted to be thorough with them up in Arrow as well. We would found before actually zeroing in on the script. Although he would miss a also open this up to our customers Khanna. “Every meeting with him word during takes (particularly in the and fans who share their stories and was inspirational. That’s when we drawing room scene) and ad-libbed personal journeys and probably pick knew his story was the one to share,” here and there, a modest Khanna the best ones to dress them up in shares Akali. praises the director for maintaining Arrow too,” Dhingra adds. What about the age demographic? his patience. What if millennials fail to get the So, does the insight actually cut THE TAKEAWAY brand message right in this recent spot across age groups, demographics and FROM THE BRIEF... and move to a rival brand instead? professions? The creative brief to the agency Akali responds, “The philosophy “It stems from the endeavour to be was to create a campaign that is “Several IITs and of #BestIsYetToCome is relevant a better version of ourself, to reinvent, beyond showcasing seasonal looks; MNCs I worked to working professionals of all ages. to be forward-looking, and to strive for to develop a campaign that has When you’re young and starting off, new successes even though we may an emotional connect with the with in the past made you are extremely positive and look have achieved something significant consumer. forward to achieving your best. At the in the past,” says Sumit Dhingra, “The campaign began with documentaries on same time, it’s a philosophy that keeps COO, Arvind Lifestyle Brands. communicating the brand heritage me, but they were you going even at the later stages of Dhingra continues, “A young in store windows through a timeline your career. The big achievers are the person who has just started his career visual mapping the key milestones quite different. A ones who don’t rest on their laurels, or a CEO at the pinnacle of his, will of the brand from 1851 to 2018. full-blown film is a irrespective of age. And, those are the equally resonate with this thought. The ATL campaign was focused on people that millennials look up to.” Arrow is for the working professional print and OOH advertising on the different ballgame The spot ends with a note revealing altogether.” that the brand made an attempt to The film, #BestIsYetToCome, features dress up other professionals too, as an 82-year old protagonist. O.P. KHANNA part of the campaign. At the same time, there was also with the core audience being 28-45 new positioning of ‘The Best Is Yet the criteria that individuals had to years, who is always looking for new To Come’, were released nationally communication had to come from have retired before Arrow came to challenges and opportunities to do in key markets. This was followed there - from events, activations or India in the early 90’s. “Which is better. Hence, they will connect with by celebrating 25 years of Arrow print ads,” Akali states. what made it so difficult - some of the thought behind - The Best Is Yet India with the digital film that has Akali mentions and adds that the people we contacted had retired To Come.” been released,” informs Amit Akali, finding people who had retired 25 much later,” Akali says, adding, “The The campaign is about celebrating founder and chief creative officer, years ago, who were still active and shooting process was extremely professionals who aim to make each What’s Your Problem. willing to shoot with them, proved memorable and inspirational. Just day better than the previous one, “We first started with creating difficult. hearing their life stories awed us. On irrespective of their age. This is a belief system and philosophy While they had to fit the age top of that, the energy they possessed resonated in the film featuring an for brand Arrow. Once the belief profile, their achievements and story was remarkable.” n 82-year old protagonist. system was decided, every piece of had to be motivational and personify [email protected]

4 afaqs! Reporter, November 1-15, 2 0 1 8 TODAY, WE ARE PROUD TO PUT OURSELVES INTO THE HEADLINES. INDIAN EXPRESS DIGITAL IS NOW INDIA’S SECOND LARGEST DIGITAL MEDIA GROUP.

THE TIMES OF INDIA SITES 121,570 THE INDIAN EXPRESS GROUP 75,646 NDTV 72,780

ZEE DIGITAL 67,896

INDIA TODAY GROUP 66,047

NETWORK 18 SITES 63,319

HT MEDIA GROUP 54,104

Total Unique Visitors (000) comScore MMX Multi-Platform(News / Information) September 2018, India

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MADHU TIWARI (NATIONAL SALES HEAD) NITIN SHARMA (GM SALES - NORTH) M: +91 9611633224, E: [email protected] M: +91 9999837776, E: [email protected]

KALYAN CHAKRABORTY (REGIONAL HEAD - SOUTH) SACHIN DONGRE (REGIONAL HEAD - WEST) M: +91 9972222142, E: [email protected] M: +91 9892414314, E: [email protected] e

SAVLON Taking the Emotional Route The brand’s latest campaign was timed to coincide with World Sight Day. By Abid Hussain Barlaskar

ccessibility and the narrative surprised by the choice of music. of making lives better for Lyrics like ‘I am dreaming blue Apeople with disability or skies...think about you...’ jarred with the specially-abled, is a continuous a VO that said “agar chot aasani se process and the smallest of tweaks lage...,” she adds. can bring about significant change. To Agarwal, the challenge is not This thought seems to be at the heart the execution but in asking if this of ITC’s latest campaign for its liquid campaign is too limiting for the brand. antiseptic brand - Savlon. The brand “The communication TG is certainly recently introduced new packaging a very small subset of their user TG. for the product marked with braille, a So I wonder what motivated the tactile writing system for people who brand team to choose this advertising are visually impaired. route? A chance to stand out without The bottles were introduced on spending big bucks? An opportunity the occasion of World Sight Day impaired individuals and make Savlon to do good? Or is this just an (October 11) via a couple of TVCs, more accessible to everyone,” he says. opportunistic play to capitalise on which involve visually impaired World Sight Day? Take your pick people in two separate scenarios. One BUT DOES IT WIN? on the answer. It doesn’t matter. But involving a woman handling utensils Tarun Singh Chauhan, brand this shouldn’t be a one-off activity. in a kitchen and the other a man consultant, TSC Consulting, opines Go the whole nine yards and make getting himself a shave. While the that although the innovation is great, an impact,” she advises. woman gets a cut after touching the the way of communicating it is “Pack in a digital campaign. Throw wrong end of a knife, the man gets a utterly wrong. in offline activation. Step out and nick on his cheek. They reach out for “First, how many blind people work with the visually challenged. the Savlon bottles kept among other watch TV? None. So why an ad on Make their life easy in several bottles of similar dimensions. television?” Chauhan asks. other ways. Come up with ideas to The TVCs have been conceptualised “Blind people don’t really need help empower them. Enable them to lead and crafted by Ogilvy India. or sympathy. Losing one sense means as normal a life possible. Or do it How does an FMCG company other senses are heightened. Savlon across all your company’s brands; not choose to innovate with one has created something beautiful but just this one,” says Agarwal. particular brand as against others in “The genesis of this the brand could have found better N Chandramouli, CEO, Trust its kitty? Especially when the connect initiative fits well ways to reach out to the visually Research Advisory, a brand intelligence needs to be established with the impaired. The TV ads were more and data insights company, opines braille-literate visually impaired. with our antiseptic like fulfilling a self-goal. If the intent that the ads take up an important Sameer Satpathy, chief executive, brand proposition was to create a brand differentiation, issue for the need of braille marking Personal Care Products Business, they hit upon a wrong idea. This is on products but the impact seems ITC, says, “ITC as a brand has been which is around traditional FMCG advertising and gimmicky, and with low quotient committed towards an equitable and ‘caring and thinking’ it can’t be done in scenarios like research on the real problems faced inclusive society. On World Sight this. The fact that people are getting by the visually impaired. Day, we partnered with our creative about our consumers.” cuts due to disabilities cannot be “I doubt very much if the sole target agency, Ogilvy India, to empower SAMEER SATPATHY the visually impaired and take a The TVCs have been conceptualised positive step through a first-of-its- kind braille enabled packaging in the and is the genesis of this initiative - and crafted by Ogilvy India. FMCG space.” “Agar chot aasani sey lage, toh madat celebrated. The ad should have been for this ad is the visually impaired, Speaking on how the campaign bhi aasani se milni chahiye.” done in a way that people watching else a radio advert would have worked came about, Satpathy says, “Vision it tell visually impaired people about better. They are also subtly showing is an important way to explore and WHY SAVLON AND it instead of watching a man cut his themselves as a responsible brand interpret things. For the visually NOT VIVEL SHAMPOO? cheek,” says Chauhan. to appeal to regular audiences. Here impaired, it is different as things are Satpathy explains, “The genesis Sharda Agarwal, co-founder, they have failed quite miserably. If a essentially designed for people with of this initiative fits well with our Sepalika, a healthcare advisory, brand ‘sells’ using a social message, vision. The genesis of the ad film antiseptic brand proposition which is maintains that in a country where that diminishes the trust held in the is a simple life insight - everybody around ‘caring and thinking’ about our it is difficult, if not impossible, for brand,” Chandramouli says. gets hurt and individuals who are consumers. We are now taking this differently enabled people to live “The ad would have done better visually impaired are no different. proposition a step ahead and making their everyday life, it is an initiative if it appealed to the entire industry But their access to an antiseptic liquid it inclusive for the society and want to to be lauded. to have braille markings on their is perhaps not as easy and they would encourage others to follow the same.” “A braille-enabled pack - certainly products, helping during the have to either wait for somebody ITC will soon be introducing braille new for India,” Agarwal says. purchase, with Savlon showing itself to help them or open every bottle packaging for Savlon’s hand hygiene “The overall tone and manner of as the leader. That would have been themselves and smell it, until they’ve portfolio as well, informs Satpathy. the campaign execution is upbeat. a ‘Jaago re’ level of a campaign,” identified the antiseptic liquid. This “The initiative has been designed to It is about getting on with life; not Chandramouli says. n forms the core of the new Savlon film take a step forward in enabling visually wallowing in pity. Though I’m a bit [email protected]

6 afaqs! Reporter, November 1-15, 2 0 1 8 e TITAN Redefining Masculinity Titan Octane’s latest campaign breaks the ‘macho’ myth. By Sunit Roy raditionally, a ‘real man’ was ‘#BeASport’ is a two-phase someone who was strong, campaign - the first phase, which is Tin control and was the currently on air, will continue until ultimate decision maker. But times mid-November, and the second are changing. In the wake of recent phase will be launched in December. conversations around feminism and “We’ve focused on high affinity equal opportunities, the codes of properties such as sports, movies and masculinity too are being redefined. news with a multimedia approach The new campaign from Titan of TV, DTH, cinema and digital,” Octane - Be A Sport, is a light- informs Mitra. hearted take on masculinity, and Speaking about the challenges in aims at busting the macho myth. executing the campaign, Haque says, Through its ‘#BeASport’ “It was a complicated brief as we campaign, Titan - the watch brand needed to redefine man and let the from the house of Tata - celebrates brand take on masculinity. We used men who are comfortable in being a man, and not being ‘macho’, a ‘cowboy’ or a ‘casanova’. They don’t take the tag of being a man so seriously, and can laugh at their failures; they aren’t the alpha male. It pins the fact that the modern day man also has shades of colour beyond grey and brown in his closet. He is open to freely express his emotions, is man enough to laugh at himself, isn’t intimidated by the success of his female counterparts and has evolved to become a man who doesn’t take himself (and his “The real man masculinity) too seriously. So, we asked, ‘what was the idea today is work behind showing the protagonist We asked if any ground work sports as the context since Titan (The Man) define the new meaning in progress and was conducted to understand and Octane is a sporty looking watch. of masculinity?’ the brand aims roll-out a creative communication So, marrying the two was a task. But “The strategy was formed as with a different perspective for the ‘Be A Sport’ beautifully did the job a result of a fair bit of consumer to create a world ‘#BeASport’ campaign as well. as it defines the thought, and has the understanding of the modern men. where he can truly “Titan has never approached sports connect.” Men today are not bound by the humour or wit as a tone for the definitions of ‘masculinity’ set by express himself.” brand. With this campaign, for the WELL EXECUTED? their previous generations. They are SUPARNA MITRA first time, we decided to keep a According to Abhik Santara, at a point in their lives when they lighter-witty tone for the campaign,” CEO, Famous Innovations (North), have the freedom to create their says Azazul Haque, chief creative the format of the ad is not new, own path that reflects the values produced by Storytellers Production. officer, Oglivy. and therefore may have some visual and rules that make sense to them The ad film is directed by Arun “Brands nowadays want an similarity in the style of narration in today’s time. They aren’t afraid to Gopalan. ‘A for Apple’ kind of fool-proof and storytelling - but the ideas are fall down and learn whatever comes communication. So, agreeing to do very different. He says, “Advertising their way. The real man today is BREAKING STEREOTYPE a clever campaign also means to and brands have created the image of work in progress and the brand aims People still remember, and easily question the way Indian advertising a unique kind of macho man, and the to create a world where he can truly recall, Titan’s ‘#TheTitanMan’ has become of late. By design, way Titan is turning this on its head express himself,” explains Suparna campaign, released in 2015, which Mitra, chief marketing officer, Titan tried to portray the quintessential Conceptualised by Ogilvy - Bangalore, the Watches and Accessories. new-age man using the age-old campaign is produced by Storytellers Production. Formal research was conducted formula of wooing the opposite sex with an objective to understand with a particular product. Ever since, we avoided soppy storytelling. A is fairly interesting.” the modern man and his world - the brand released ad films such as thorough behaviour study of the He adds, “The product is fairly their likes and dislikes, the way they Titan Raga ‘#BreakTheBias’ (released target audience was done that made well integrated - it’s a sporty watch conduct themselves, and the creative in 2016) and ‘#MomByChoice’ the creative team come up with a but not for teenyboppers. So, I can brief emanated from that. The target (released in 2017) - aimed at breaking campaign that not just questions perfectly see it being relatable to group for the brand is between the stereotypes. In fact, Tata Pravesh - a the male stereotypes but also the young jobbers. Sonic branding of ages of 25-35 living in urban/semi- door brand from the house of Tata advertising storytelling stereotypes. the tune could have been there, but I urban towns. - recently released an ad film titled It’s a bold, intelligent and witty think even without it, it is very well Conceptualised and created by #StrongLikeMom, positioning the campaign that reflects the mindset of branded.” n Ogilvy - Bangalore, the campaign is woman as strong as steel. the ‘New Man’,” he adds. [email protected]

afaqs! Reporter, November 1-15, 2 0 1 8 7 e

VICKS Another True Story P&G warms the cockles of our heart with this Vicks spot. By Deepashree Banerjee

ately, it seems like it’s become the Philippines, we have tried to stay a trend for brands to go the true to the actual locations or milieu L“inspired by true stories” route. in which they took place and as far That being said, it’s not very often as possible, like Gauri (Transgender (none that I can think of in the recent activist) and Nisha, have the heroines past, off the top of my head) do any playing themselves. Each film is also of them actually manage to feature true to the culture they took place in the ‘real’ fighter behind the scenes, and we have mirrored real life and as the protagonist of their respective not embellished or over-dramatised narratives. Vicks’ latest ad, although any occurrence.” lengthy, is gritty, truthful and 100 When it came to the shoot itself, per cent true. there was a rather unique twist; Starting their journey last year Vikram elaborates, “Ichthyosis with Gauri Sawant’s (a transgender is so rare, but on this shoot, by mom) story, this is the second complete coincidence, one of the edition of the campaign, titled years now and therefore, there is crew members also had it, albeit of #TouchOfCare, created by Publicis a significant understanding of the a different nature. She said she had Singapore. This tale brings to light brand personality and its associated never met anyone else with that the story of a girl named Nisha with expectation,” she adds. condition till she met Nisha on the Ichthyosis, a genetic skin disorder, set. Nisha’s brother Ryan was also who was abandoned by her biological Did the agency set out to take up an assistant director on the film. Her parents within two weeks of being a specific medical condition such sense of humour kept the whole film born. as Ichthyosis? team in good spirits. Her parents, Shedding some light on the story Ajay Vikram, chief creative David and Aloma, are also very behind the campaign, Ritu Mittal, officer, Publicis Group, responds, engaging people who shared great country marketing manager, Vicks “We didn’t. Our intent and purpose family stories and anecdotes... the set India, shares, “The transformation were to bring to life and celebrate felt like one big family.” of Nisha, with the love and care the choices that people have made in The film was a personal passion provided by her adoptive parents, spite of the challenges and difficulties project for Anand Gandhi who made Aloma and David Lobo, forms the “Our platform is that they know lie ahead and have his Bollywood directorial debut with crux of this digital film. This year, the done so out of love and care, much the widely acclaimed philosophical campaign highlighted an important not specific to one like the story of Nisha and her drama ‘Ship of Theseus’ back in message - ‘Every child deserves the particular story or adoptive parents.” 2013. touch of care’. Our platform is not The spot is based entirely on the specific to one particular story or condition; it’s about true story of the Lobo family from OVER TO EXPERTS condition; it’s about celebrating celebrating those Bengaluru and the scenes in the film Anubha Mathur, vice president, those extraordinary bonds formed mirror real moments and incidents Dentsu Impact feels this film, like under unique circumstances.” extraordinary bonds of when Nisha was growing up. the previous one touches the right formed under unique Speaking about the set of emotional chords, “It is a story of So, what motivated the brand to challenges faced in the execution, unconditional love and exceptional weave together these two topics - circumstances.” Vikram shares, “Finding an actress care; one you can’t go wrong with.” adoption and transgender rights? RITU MITTAL to play the role of Nisha would According to her, presenting “As a brand, Vicks has stood for have been the biggest challenge, such a sensitive matter of concern the bond which can be between fortunately, she agreed to take on the in such a heart-warming manner is people who aren’t biologically the first one,” she admits. role and play herself. As you can see, truly commendable. “This real story related. Both stories, the one from her real self and personality come keeps you captured throughout the last year and this year, were chosen What inspired the brand to rope across beautifully in the film.” three-and-a-half minutes and leaves because they personified the brand in Publicis Singapore to make an Another challenge was portraying you with an awe-inspiring message. message of - ‘Family is where there ad for the Indian market? young Nisha. Vikram informs us I mean, the facts are unbelievable is care’,” states Mittal. “Publicis Singapore is our creative that the director’s team of make-up - 29.6 million orphans in India; agency who was involved with experts created a very authentic look of which only 42 children with Since the ad is based on a real- the first edition of the campaign for the actress playing young Nisha. disabilities found a home last year!” life story, there must have been #TouchOfCare. They have been an It was also shot at authentic locations, Echoing Mathur, Navneet some challenges as far as the integral part of Vicks for long. They including the Lobo’s own home. Virk, executive creative director, execution was concerned. Why understand the brand as well as the R K Swamy BBDO, says, “It’s a such a long gap? consumer,” Mittal responds. Nevertheless, such cross-market moving story, well told and tugs “For us, the biggest challenge was “The biggest advantage of projects do have their own sets of at the heartstrings... I like the to identify the impactful real-life working with Publicis Singapore pros and cons... unflinching cheer in the tone of story of care. We took a lot of time and 20:20 MSL (our media partners Vikram agrees, “Yes, but the voice and the matter-of-fact opening identifying the story; as you can see, based in India), was the relationship universality of care and human shot, that disarming of the drama of we launched the second edition of we share with each other. We have emotions remain consistent. With the visual.” n our campaign almost 1.5 years after worked with each other for many each execution, whether for India or [email protected]

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

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SUPARNA SINGH Playing in Vertical Mode elecom major, Bharti Airtel together with media house, NDTV has just launched Tmobile-only live channel ‘NDTV Hop’ on Airtel TV. With eight hours of exclusive programming every day, NDTV Hop is available on smartphones in portrait (vertical) mode, and has content mainly targeted at the late-eighties/ nineties-born - Gen Z. “We (the core team that runs NDTV Convergence) thought of this in February this year. The technology behind it-cheap and quick we go,” she explains. as it is, became such an enabler, that we went While Hop is a live channel, its content is also from conception to execution to launch in available as VOD, and apart from interactivity, just 6 months.” says Suparna Singh, CEO, Singh adds that some shows will seek much NDTV Group. Also attributing it to NDTV more participation and contribution from the Convergence’s content-design-technology viewers. expertise, she recalls, “In 2014, when election results were out, we had some 13 billion hits ‘Not looking to get into any subscription on our site, but it didn’t go down, whereas model for now’ when Trump was elected, the New York Times On monetization, Singh says that besides crashed!” “A lot of young advertising revenue there is e-commerce The other key factor was Airtel’s immediate integration. “In the shows where it applies - for backing, she says. “As soon as we came up with users check out the instance, fashion, if you see and like a bag, you the idea, Airtel saw its potential right away and can click on it and buy it - we already have the within a couple of weeks signed up with us and main app on the tech built in. We will be offering more products have given us a lot of space as to the kind of as we evolve through tie ups with manufacturers content we wanted to create,” Singh shares. phone - so we wanted and retailers. There’s will be product placements, to connect with this brand solutions and advertorials, which true to “Resources, look and feel, and studio our style, will be called out as sponsorships,” specificity are separate and exclusive surging lot who weren’t she adds. to Hop” Singh reveals that there is a young team watching us on air Are brands ready with mobile-friendly of about 70 people working on Hop. “A ‘portrait mode’ campaigns? senior team at Convergence supervised the but were certainly For mobile-only content, ads too, need launch. The teams have their own specific visiting us online.” be produced in portrait (vertical) mode. “A lot studios, which when compared to conventional of people are getting in touch with us and broadcast studios look and feel much smaller, SUPARNA SINGH realising that it’s actually quite simple to informal and cheaper - but are terrific. We are do. Affiliate brand solutions, placements, determined that none of it looks the same as on etc. will be the genres that’ll be utilised our broadcast channels,” she says. She adds that culture and fashion news were popular among initially. We have an in-house team that helps the production quality is high - it’s only low-cost these users, so the team thought of building them create these ads,” says Singh. She adds compared to a broadcast channel production and video around that. that Hop’s promos running on NDTV’s because this doesn’t go through conventional She shares that the language - the idioms, the channels are all in portrait mode, and similarly modes of distribution. syntax and the way that it’s shot are different ads to promote the broadcast channels will be in from that on broadcast. “It’s in Hinglish, in a the same mode. The insight more informal way and in a style that won’t “Shooting and editing on phones is not so Singh believes that young users have a very fly on television (on our channels at least). It’s complicated now. It’s a matter of advertisers strong connect with NDTV as a brand. “They’ve about direct access without the filter of parents realising the potential of it and recognising that grown up around it and hold it highly credible. or older people,” she adds. this is the only way to reach young users very So our mandate was to create a part of NDTV Besides being available on Airtel TV, NDTV quickly.” they have a direct connect to, as opposed to a Hop is also available as a standalone app where surround connect. Genres such as gadgets and it can be watched live. ‘All about the reach’ auto - we’re strong in mainstream - and travel Singh notes that telecoms are competing in a - which we don’t do so much on broadcast Retaining Gen Z’s attention: Competing big way and thinking of how to create exclusive currently - we are now creating offshoots of with social media sticky content. “Our target audience is giving that,” explains Singh. Singh believes that a lot of the content put us good reviews, and we will of course look “Also a lot of young users check out the main out to Gen Z is not necessarily very high quality. at data over the next couple of months. Going app on the phone - so we wanted to connect with “If your content is premium, engaging, not forward we are thinking of getting into Hindi this surging lot who weren’t watching us on air talking down to them, and created by their age and regional content to go beyond metros and but were certainly visiting us online,” she adds. group, stickiness will be seen. So we’ve built in into smaller towns,” she reveals. Besides hard news, lifestyle, entertainment, pop- a lot of interactivity too, which will increase as [email protected]

10 afaqs! Reporter, November 1-15, 2 0 1 8 e

MASTERCARD Cashing in on the Cashless Movement The brand’s recent six TVC-outing educates the senior lot. But the communication seems to echo tunes of other players in the segment. An analysis. By Sunit Roy & Abid Hussain Barlaskar astercard’s latest campaign, core campaign thought or idea is set Cash-to-Digital, is from within the Indian context and Mdesigned to get elderly the aspect of - could digital money customers into the race for a digital be my reality? We have attempted economy, i.e. making them feel to address some of those myths confident about using ATM/debit shrouding the use of debit cards and cards, etc. The campaign, a set of six the focus was on giving people a peek TVCs, shows the learning journey of into the possibilities that open up a senior citizen (actor Pankaj Kapur) with Mastercard.” exposed to the perks of using plastic “The legacy of ‘priceless’ is money under the able guidance of something we were keen to refocus his on-screen nephew (cricketer MS on and it being a part of the brand Dhoni). DNA, we worked the campaign The ads showcase Mastercard’s to align to the thought - with an various avatars from the all-rounder Indian touch. The idea was to payment option and alternative to educate and empower Indians to loose change, to online payment for a less-cash India. People in India adapt to a cashless economy with magic. By the sixth ad in the series, relate to cricket and Bollywood. This ease,” Joshi adds regarding the shift the senior gentleman comes out association brings the two together,” in Mastercard’s tagline. more educated and quite adept at says Narasimhan. “We developed a campaign with using debit cards. But with so many players jumping Irrfan last year to introduce people Interestingly, all the ads end with into the fray post demonetisation, is to the possibilities that open up with a closing message - ‘Mastercard - Mastercard’s message still loud and Mastercard. This year we are taking it Bharat ka card. Safest way to pay’ clear? forward with the Mahi (MS Dhoni) - ensuring the promise of safety “Demonetisation was a game- and Mama Chronicles aimed at and security for consumers. The changer for the payment industry as driving education around the usage campaign will be promoted across it opened an array of opportunities of debit cards,” Joshi says about the traditional and social media platforms for consumers and businesses alike. TG of the campaign. and the TVCs will be translated However, around 95 per cent retail into eight languages reaching out to payments in India are still in cash and EXPERTS SPEAK audiences across 120 Tier 2 and 3 this presents a scope for the growth “The campaign Saurabh Uboweja, international cities. of digital payments,” she responds. brand expert and CEO - Brands However, the communication is Why the changeover from ‘There reflects the small joys of Desire, says, “Communication not exactly unique for the market are some things money can’t buy, for which are unique in this category is bound to be segment. Of late, with a host of everything else, there’s Mastercard,’ redundant. It is not possible to digital payment platforms cropping to the new tagline ‘Kyonki Kuch to India like street build distinctive value propositions up in the BFSI space, the overall tone Khushiyan hai Priceless’? food, hospitality for any of the brands. It is pretty of brand communications now seem Narasimhan replies, “Mastercard’s much headed the same way telecom similar, if not the same. ‘Cash-to-Digital’ campaign was for guests, etc.” brands promote themselves - no Post demonetisation, brands such conceptualised keeping in mind ANASI ARASIMHAN clear position, very difficult to as Paytm, PayPal, Freecharge, and the day-to-day shopping needs of M N differentiate, me too messaging. MobiKwik released ads highlighting Indian consumers, especially in tier 2 The huge edge Mastercard has over digital payment and e-wallet services. and 3 towns. The campaign reflects PayPal is the first-move advantage The latest Mastercard ads are the small joys which are unique to been a key form of communication in India, a famous brand identity reminiscent of the PayPal ads that India like street food, hospitality for to connect with the masses. We use which people still remember and aimed at educating seniors while still guests, etc. The TVCs highlight how Twitter to build thought-leadership relate to. This campaign builds upon carrying forth the safety and security these priceless joys are enabled by and Facebook to engage consumers. that pretty well.It’s an intelligent narrative. Let’s not forget the push Mastercard, hence, the new tagline.” We are constantly looking at other placement and one that viewers will for using digital in lieu of small One reason Indians hesitate to ways to reach out.” instantly recognise.” cash by Paytm. Earlier this year, use digital modes of payments is The ad campaign has been Santosh Padhi, chief creative Mastercard launched a marketing security concerns. She emphasises conceptualised by McCann World officer and co-founder at Taproot campaign featuring Irrfan Khan. So, that Mastercard spends heavily on group India and executed by Rising Dentsu, says, “One cannot help that why rope in MS Dhoni for the new safety: in India alone it has invested Sun Films led by Shoojit Sircar. being in the category one has to campaign so soon? `6,500 crore in the last five years. With regard to the challenges of keep reminding consumers what afaqs!Reporter spoke to Manasi Speaking about the utility of the creating the campaign, Prasoon Joshi, they have on board; but how you say Narasimhan, VP, Marketing and various ad mediums, Narasimhan chairman Asia Pacific, CEO and it makes the cut above the rest. In Communications, South Asia, says, “We use mass media options chief creative officer, McCann World this case, Pankaj Kapur and Dhoni Mastercard, to get the inside story: such as TV, radio and print for group India, says, “In a society which add weight to the campaign. Their “In MS Dhoni, Mastercard has awareness and behavioural shift. We is predominantly predisposed to cash, emotional baseline is one of the best found another partner, in addition focus very heavily on TV as it is the driving a habit-change campaign examples.” n to Irrfan Khan who reflects the drive most consumed media. Radio has also came with its own challenges. The [email protected]

afaqs! Reporter, November 1-15, 2 0 1 8 11 e

WAR OF THE HANDBAGS Can Posing Celebrities be a ‘Strategy’? Glamorous ‘Millennial’ actresses brandishing handbags - this seems to be the go-to tack for players in this segment. Is this adequate ‘brand strategy’? A look at the trend. By Abid Hussain Barlaskar

uch of the recent The ads also showcase the brand’s L-R: Ad films from Lavie featuring advertising in the handbags latest collections in an attempt at Anushka Sharma, Caprese featur- Mand purses segment seem wooing the young Indian woman. ing Alia Bhatt and Baggit featuring to look the same, that is, all of them Baggit announced Shraddha Kapoor Shraddha Kapoor show pretty bags coupled with pretty as its brand ambassador earlier this year. faces from Bollywood. The ads differ The brand team mentioned then, that following this strategy is to create only slightly in their narrative but all it was Shraddha’s ‘vibrant, exciting and differentiation, the use of celebrities, the commercials showcase Bollywood vivacious personality’ that made her a similar communication themes and actors flaunting a range of handbags perfect fit for the brand. Apart from visual imagery have actually resulted in with, style, attitude, class, elegance the brand’s association with a pop face, the contrary. Onboarding celebrities is and some more. its first ad communication post the a typical promotional tool for categories We went through some of the association took on ‘mansplaining’, thus that do not need strong and unique recent communication from brands putting it in a socially proactive position. RTBs (reasons to believe). Handbags, within the segment. Previously, Baggit associated with actor “Onboarding being a fashion accessory, is one such Brand Lavie in its latest ad Katrina Kaif just around the release category- where purchase decisions are campaign roped in Anushka Sharma of her movie ‘Bang Bang’ in 2014. celebrities is a typical made based on factors such as design for the flaunting. But, the brand stuck While the latest TVC wasn’t much of and colour, while other parameters such with its original narrative of, ‘Fickle a product showcase, the print ads from promotional tool for as durability and size take a backseat. is fun’, urging consumers to buy the ‘#PutItOnTheTable’ campaign categories that do While celebrity endorsements may give more from its extensive showcase. It made up for the display. The brand’s these brands the initial push and get doesn’t matter if you have bags for decision to take up a cause does give not need strong and them noticed, indistinct imageries and every occasion, there’s always room it an extra edge against others in the unique RTBs.” a dearth of fresh and unique narratives for more. The brand’s previous tie crowd. may make it tough to create a lasting SAKSHI ARORA brand recall.” Brand Lavie in its latest ad campaign roped “As a case in point, the approach in Anushka Sharma for the flaunting. taken by ‘Baggit’ in its latest campaign “In the absence of a strong is worth noting. Unlike other brands, ups with stars Kangana Ranaut and However, with so much of similar product differentiator, it comes down the narrative here does not revolve Kareena Kapoor also played to a similar communication in the segment, solely to communication. Having a around a celebrity. Instead, the focus is tune. The ad featuring Anushka does it wear down the impact of differentiated point of view and then on leveraging a cultural context close asks, ‘Why pick one?’, while the one advertising? Is an in-vogue face being consistent with it is the key. It’s to the consumer, with the celebrity featuring Kangana urged, ‘Don’t stop enough to boost sales? what brands like Under Armour and fitting in the narrative,” Arora adds. at one’. While much of the brand’s Diesel have managed to do in an allied Anusheela Saha, group creative message remained the same, only the TURNING TO EXPERTS category like apparel,” Smetacek adds. director, FCB Ulka opines that it endorsing faces changed. For now, it Kartik Smetacek, executive creative “I think, in a category like gets difficult to differentiate between seems like a race to get the buzziest director, L&K Saatchi & Saatchi says handbags, the temptation is to go brands with such repetitive and similar face on board. The brand’s ad agency that communication that looks and feels with the catalogue approach. While execution styles. “Roping in in-vogue Makani Creatives, calls it an attempt the same is the very definition of clutter. that definitely showcases width of celebs can’t be a strategy, the brand to ‘go younger and cooler’. “Branded bags isn’t as crowded as product and perhaps spurs sales in the needs to stand for something and Caprese, the handbag line other categories. However, since all short-term, it also means you sacrifice resonate a deeper purchase purpose. from the house of VIP Industries, three brands have essentially the same building a differentiated brand over An in-vogue celeb can help to further launched in 2012, underwent a shift core ingredients - a next-gen actress the long-term,” Smetacek signs off. that purpose,” Saha says. in its positioning - from hi-fashion to and a new-age tone - I’d imagine Sakshi Arora, strategy director, Speaking on a must-do for lifestyle. The brand has retained Alia consumers would struggle to tell Digitas, India says, “The quest to brands in the segment, Saha says, Bhatt as its face since 2014. Although them apart. Having said that, Baggit create a unique consumer perception “Not template-ise communication. the fashion brand’s ad films feature is definitely more differentiated than by organised players in the handbags Use a concept, an idea and not a native actor for the ‘Caprese Girl’ the other two, as it tries to own a more category has led to the marketing create catalogues in the name of campaign, it rides on swanky non- meaningful ‘empowered woman’ strategy of roping in different celebrity commercials.” n native music as the background score. space,” Smetacek says. endorsers. While the intent for brands [email protected]

12 afaqs! Reporter, November 1-15, 2 0 1 8 e HINDI MEDIUM Lost without Print ‘Hindi print reigns over TV in Bihar’ is the message directed at advertisers in a joint ad initiative by Hindi dailies Hindustan and Dainik Bhaskar. By Abid Hussain Barlaskar his is probably the first time a couple of Tcompeting newspapers have come together to put out joint advertisements against another mainstream medium, albeit a competitor to both, the television. The ads in context have been jointly rolled out by Hindi news dailies, Hindustan and Dainik Bhaskar. The communication boasts of the Hindi print media’s overall reach in the state of Bihar, which, according to figures, is 50.7 per cent higher than that of cable and satellite TV. “From a reach At first, it was unclear why Bihar, a state with the lowest literacy (61.8 per and consumption cent as per 2011 census) fared better perspective, Bihar in the print medium over television, which overcomes the literacy barrier is a huge market. when it comes to communication. This came clear post ‘Print is Purchasing and Growing’, a myth-busting PPT advertising is bound about print’s growth across India - jointly made by Kannada daily to grow, it will attract Vijayavani and DB Corp, backed more ad expenditure.” by figures provided by the Media Research Users Council (MRUC) KAACON SETHI and the Audit Bureau of Circulations (ABC). The myth being busted was “We are in the midst of the Bihar that print was a dying medium and campaign where we have become is being taken over by other new age the second largest newspaper, as per mediums. The presentation revealed How do you gain from the Uttar Pradesh, there is a difference the Hansa Research Group Study that TV in Bihar has the lowest communication? between Hindi print reach and cable (2018), of over one-lakh towns in penetration and fares considerably “It is imperative for media planners and satellite TV reach, albeit small. Bihar. We are also breaking the lower than other north Indian states. and buyers, and advertisers to take Rajasthan campaign, where we have, The ads are directed at advertisers cognizance of the fact that a TV plan But how did the joint as per the ABC January - June 2018 looking to communicate with the cannot be the base or main media communication between two report, become the largest circulated state’s population and does not vehicle for the state of Bihar. Hindi competitors come about? newspaper in Rajasthan.” mince words in saying that, in Bihar, newspapers will have to be the main “It is a result of discussion and Sethi assures that there will be more without Hindi print media, the media vehicle. It will have to be the deliberation to represent the true such communications as the situation advertiser’s message is ‘lost’. mainstay of the advertiser’s media reach picture in the state. While we demands. We have seen such competitive plan without which the messaging are competitors on the ground, as We asked Radhesh Uchil, CEO, communication within mediums in will be lost. Moreover, as a market, the leading dailies in the state, it is MRUC, why it was important to the past with Malayalam Print Media Bihar is bigger than Rajasthan, Gujarat also our responsibility to help grow communicate that the print medium boasting of its higher reach against and Madhya Pradesh - that have consumption in the state by helping is doing well? English dailies. But print taking on a population of approximately 6-8 and guiding the planning, buying and “There is a general myth in the TV is unusual. crore. The population of Bihar is 11 advertising community to make the market that print as an industry is afaqs!Reporter got in touch with crore. From a reach and consumption right choice of medium for brand dying. There is data available now to Kaacon Sethi, CMO, DB Corp to perspective, Bihar is a huge market. messaging in the state. Hence the support that it’s not the truth. People find more about the campaign. Purchasing and advertising is bound joint decision was taken between need to be told about that,” Uchil says. Sethi says, “According to the IRS’ to grow, it will attract more ad Hindustan and Dainik Bhaskar Group He further stresses that print as (Indian Readership Survey) 2017 expenditure and in the future grow to present the compelling data facts an industry has to come together analysis of Hindi print (includes all to be a `1,000 crore market. It’s a real about the substantially higher reach and communicate this to its users, newspapers) vs cable and satellite TV possibility as purchasing power and of Hindi print medium versus TV. the advertisers. “This is the first step reach, Hindi print has 50.7 per cent education grow and filter down the We are also inviting other newspapers and it has been happening in the last more reach than cable and satellite pop strata in the state.” in the market to join the effort and few months. The industry needs to TV in Bihar. The situation is more promote the communication.” work together to promote themselves pronounced among men with Hindi Which other states share or are instead of competing internally to print media having close to 120 closer to the Bihar scenario? What other campaigns can we gain a share of the ad pie,” Uchil per cent more reach than cable and In the HSM (Hindi Speaking expect from the brand in the concludes. n satellite TV.” Medium) states, Bihar is unique. In coming days? [email protected]

afaqs! Reporter, November 1-15, 2 0 1 8 13

#METOO#METOO #METOO #METOO #METOO

#METOO#METOO #METOO #METOO #METOO

#METOO #METOO #METOO #METOO #METOO

#METOO #METOO #METOO#METOO #METOO

#METOO#METOO #METOO #METOO #METOO ILLUSTRATION: DEEPESH SINGH SEXUAL HARASSMENT Statistically Speaking Men accused in the Indian #MeToo movement were 35-44 years old when they committed the offence. Three out of four live in Mumbai. Nearly half of them are repeat offenders. By Sreekant Khandekar pause is a good time harassment. treated equally. I had heard tales of old case. And when, on its heels the to review an unfolding For many of us, including myself, MJ Akbar and his ‘harem’ in my news dam burst upon former star editor MJ story. And what a story the past month has been a learning journalism days more than two decades Akbar, with incidents from 20 years it has been so far, with experience. It has brought the media, ago. However, I imagined – wrongly ago, it was just another reminder of women known and entertainment and advertising it turns out – that in the new India, something from the past. anonymousA pointing the finger of business attention it could certainly behaviour like this was anachronistic. Having followed the #MeToo sexual harassment at about 50 men, have done without. As the days went My reasoning went thus: at a campaign in the US intermittently, I most of them well known in their by, I began to wonder if there was gender level, we are a much more had a sense of the issues and its origin. community. something wrong with our business. equal society than before. Also, this It all started with an article in The The stuff that was traditionally How come nearly all the incidents is no longer that poverty stricken New York Times on October 5, 2017 discussed in whispers in office were from this space alone? India where jobs are hard to find. A which said that movie mogul Harvey corridors is finding place on page one Also, I asked myself: is social harassed woman might not be able Weinstein had made a tradition over of newspapers. Not once but day after media the first resort or the last for to fight back but surely she could 30 years of sexually assaulting women day, week after week. It has forced all an aggrieved woman? quit and get another job? Would a whom he then paid off. of us to confront this mad disease Looking back, I might have been boss dare molest a young colleague The origin of the Indian the existence of which we always somewhat naïve in estimating the without fear of reprisal? movement a year later has been quite suspected. But we knew of neither prevalence of persecution women face When actor Tanushree Dutta the opposite: in the US, it was the its extent nor its exact nature. The in office. That might be because I made the first allegation against media that took the lead to expose #MeToo campaign exposed the faces have always worked in – or started veteran Nana Patekar, I didn’t think the powerful. In India, the allegations behind it and gave us case studies in up – companies where women are much about it since it was a decade- first surfaced on social media before

16 afaqs! Reporter, November 1-15, 2 0 1 8 oeo mainstream media followed up on it. (Also, in India there seem to be far WHO, WHAT, WHERE OF #METOO more anonymous accusers compared to the US.) (Men against whom allegations have appeared in mainstream media as on October 25, 2018) So here is what we did at afaqs! My colleague Suraj Ramnath, Name Organisation Nature of Business City whose research led to the table in this Anirudhha Das 22feet Tribal Worldwide Ad Agency Bengaluru article, put down all the instances of Brijesh Jacob 22feet Tribal Worldwide Ad Agency Mumbai men who have been accused of sexual Deepak Nair 22feet Tribal Worldwide Ad Agency Bengaluru harassment in the past month. We Prathap Suthan Bang in the Middle Ad Agency Delhi understand that these are allegations Sajan Raj Kurup Creativeland Asia Ad Agency Mumbai and some of the men might well Raj Kamble Famous Innovations Ad Agency Mumbai be innocent. Still, if data from the Bodhisatwa Dasgupta Happy mcgarrybowen Ad Agency Mumbai National Crimes Research Bureau Kartik Iyer Happy mcgarrybowen Ad Agency Bengaluru (as reported in The Times of India) Dinesh Swamy iProspect Ad Agency Mumbai is any indication, only 4 per cent of Ishrath Nawaz Publicis Ad Agency Mumbai the 26,430 cases of sexual harassment Sudarshan Banerjee Utopeia Communicationz Ad Agency Mumbai dealt with by the police across India Omkar Sane Was working with Dentsu Webchutney Ad Agency Mumbai in 2016 were fake. So, Indian women Chetan Bhagat Author Author Delhi don’t generally accuse casually. Nana Patekar Actor Bollywood Mumbai Several of the alleged wrongdoers Rajat Kapoor Actor Bollywood Mumbai have been forced out of their jobs. Mukesh Chhabra Casting Director Bollywood Mumbai Where they are self-employed, clients Vicky Sidana Casting Director Bollywood Mumbai have begun asking questions. In the case of lobbyist Suhel Seth, Luv Ranjan Director Bollywood Mumbai for example, who has been accused Sajid Khan Film Maker Bollywood Mumbai of sexual harassment by multiple Soumik Sen Film Maker Bollywood Mumbai women, corporates including Subhash Ghai Film Maker Bollywood Mumbai Mahindras, Adanis and JSW (Jindal) Subhash Kapoor Film maker and Actor Bollywood Mumbai group told the media that Seth was Anu Malik Music Director Bollywood Mumbai no longer consulting with them. And Gaurang Doshi Producer Bollywood Mumbai the Tatas have decided to terminate Yash Patnaik Producer Bollywood Mumbai their contract with Seth’s company. Kailash Kher Singer Bollywood Mumbai Let’s now look at the bare facts and Alok Nath Actor Bollywood/TV Mumbai see what they tell us about the pattern Suhel Seth Counselage Consultant Not Known of harassment in Indian offices. Ashish Patil YRF Content Studio Mumbai Ajit Thakur Reliance Industries Corporate Mumbai Total number of men: In all, 48 Suresh Rangarajan Tata Motors Corporate Mumbai men have been accused of sexual Gurusimran Khamba AIB Online Content Mumbai harassment. We have left out the five Rameez Shaikh ex-Homegrown Online Content Mumbai who have been implicated for not Chintan Ruparel Terrible Tiny Tales Online Content Mumbai acting on a complaint but were not Vinod Dua The Wire/ex-TV Online Content Delhi harassers themselves. Moreover, we Utsav Chakraborty AIB Online Content Mumbai have left out Varun Grover who has Meghnad Bose The Quint Online Media Delhi been given a clean chit by Netflix Mayank Jain Business Standard Print Media Mumbai as also Aditi Mittal, a standup comic Gautam Adhikari ex-DNA Print Media Mumbai who was among those accused Prashant Jha Hindustan Times Print Media Gurgaon because of an act on stage. Aryan Rudra The Pioneer Print Media Delhi How old are they today?: Rajiv Sharma The Pioneer Print Media Delhi Assuming that they were 21 when KR Sreenivas Times of India Print Media Hyderabad they graduated, we have calculated MJ Akbar Politician/ex-Asian Age Print Media/Politics Delhi their approximate age which would Vikas Bahl Phantom Films (Now defunct) Production House Mumbai be 47 years today. Nearly half of Rahul Johri BCCI/ex-Discovery Sports body Mumbai them would fall in the 41-50-year age Afsar Zaidi Exceed Entertainment Talent Management Agency Mumbai bracket. Anirban Das Blah Kwan Talent Management Agency Mumbai

And their age when they did the Note: The following people were accused of not acting on complaints by the victims: Ganesh Acharya, choreographer; Samee Siddiqui, deed?: We have tried to pin down the producer; Rakesh Sarang, director; Nawazuddin Siddiqui, actor; Kushan Mitra, The Pioneer; Tanmay Bhatt, AIB; Praveen Das, Happy year but details of several incidents are mcgarrybowen. patchy. Where repeat offenders are * Information researched by Suraj Ramnath. involved, we have gone with the first offence. We have a rough timeline it comes to women’s safety, in the The remaining 35 live in Mumbai – win hands down. Fourteen of the for 30 incidents. Based on these, the current #MeToo wave, Mumbai is that is three out of every four against men come from here followed by average age of the perpetrator was 39 the undisputed capital. Since we have whom allegations have been made. ad agencies which bring up a round years. According to this sample, the no details to the contrary, we have This is ironical considering that the dozen. The odd bit is that though film age when men are most likely to let assumed that the place where the streets of Mumbai are rated among and television are both entertainment their roving hands follow their roving alleged culprit now lives is where the the safest in India. businesses located in Mumbai, only eyes is 35-44 years. crime took place. a couple of executives from the latter So, nine belonged to Delhi NCR Guess the business: When it comes have been named. In comparison Where did this happen?: While (National Capital Region), three to to the type of business the alleged print, which has a staid image, has Delhi has a terrible reputation when Bengaluru and one to Hyderabad. perpetrators belong to, Indian films contributed seven editors to the list.

afaqs! Reporter, November 1-15, 2 0 1 8 17 oeo

Several of them have been forced out forcing themselves on women to tote casting directors, that sort of thing. To return to India, does this mean of their jobs. up a long list of ‘victories’. The earlier Where companies do feature, they that sexual harassment takes place they are stopped, the better. are typically entrepreneurial and only in young, entrepreneurial firms? Many repeat offenders: If you young. Some examples: Happy No, it only means that employees have been following the #MeToo Why are most of the cases on Mcgarrybowen (founded: 2007), in younger, smaller firms are more movement in India, you will notice social media related to the media, Creativeland Asia (2007), Kwan likely to take to social media because that the number of women victimised entertainment and advertising Entertainment (2009), 22 feet Tribal they believe they will not be heard is much larger than the men named. business? (2009), Phantom Films (2011), internally. Akbar’s case explains that: the Critics might say that this is the Utopeia Communicationz (2012), According to a recent report in former minister has been accused by consequence of the promiscuity that AIB (2013), Homegrown (2013), Business Standard, India’s largest 15 women. Both Suhel Seth and KR goes with this space. Or is it because Terribly Tiny Tales (2013), Exceed private companies receive 13 Sreenivas of The Times of India have many companies are small? Or is Entertainment (2014). complaints of sexual harassment been accused by half a dozen women it because people are comfortable Start-ups tend to be energetic, for every 10,000 women employed each. Twenty two of the 48 men in with social media and have therefore informal and have an anything-goes – or 0.13 per cent of the total. the dock have been accused by two taken to it? Or could it be that these attitude. Rules are lax. People come According to NGOs which or more women of having harassed are only the cases exposed on social and leave when they like. Working work in women’s rights, this is or misbehaved. They account for 80 media – and that the problem is just unearthly hours is common. a ridiculously understated figure instances of sexual harassment. as rife in corporate India but we don’t Leave and travel policies don’t because a complaint is filed only as More than half of those 21 have come to know of it? exist. Most of these rules fall into a last resort. been accused by three women or If you consider the names place over time. But in the Now, according to KPMG, an #METOO #METOO #METOO #METOO #METOO more. Akbar is, of course, in another on the list, it is remarkable early years there is a estimated 3.5-4.0 million people are league altogether. Put differently, 45 how some of the sense of excitement, employed directly or indirectly in per cent of the accused accounted biggest employers of perpetually the Indian media and entertainment for nearly 80 per cent of the within the media and#METOO #METOO #METOO #METOO rushing#METOO business. If you assume that about transgressions. advertising business adrenaline which 25-33 per cent of them are women,

The pattern of repeat offences fits hardly feature #METOOin it. #METOO #METOO #METOO #METOOsays ‘anything this would add up to one million that seen in the US. The news site Most of the names is possible’. In women. Vox has an updated list of over 250 belong to new, small this surcharged If we were to apply the same well-known men across professions companies. #METOO #METOO #METOO#METOO atmosphere,#METOO the frequency of harassment complaints who stand accused. Of them, 171 Even where founder is king. as in India’s top private companies have been accused by multiple companies like Dentsu That can lead to – 0.13 per cent per year – these women. In other words, two out of and DDB Mudra#METOO figure, #METOOit is #METOO #METOO a belief#METOO that he can estimated one million women in three men were repeat offenders. with regard to their acquisitions: behave as he likes with his media and entertainment would In our smaller Indian sample Happy Mcgarrybowen and 22 feet team members. make 1,300 complaints every year. almost half of the men are repeat Tribal. These agencies had a culture The list in India so far And yet, we have only heard just over offenders. Remember that the that was created before they were belongs almost entirely to media, 100 over the past month or so. movement is barely a month old. As acquired and the cases mostly relate entertainment and advertising – with What we think of as a deluge of the allegations come in, many in the to that time, before they became part television being a notable near- complaints on social media is actually one-time list may end up as repeat of these larger networks. absentee. In the US, going by the a trickle. offenders. list on Vox, art, entertainment and Moral of the story: if private The lesson is clear. Men who Is this an ugly fallout of media make up about 60 per cent companies can’t ensure that their go down this path and pick on a entrepreneurship? of the people listed. The rest are linen is kept clean at home, they can woman will do so again and again Many of the names, especially made up of politicians (including be sure that when it gets dirty it will if there is no price to pay. As their connected to films, are effectively President Donald Trump), business be washed in public. n confidence grows, they will keep independent operators – actors, & technology and ‘others’. [email protected]

LIFEBUOY Bringing Cleanliness Closer to Godliness - Literally! Select puja pandals across cities witnessed an eleventh hand keeping evil germs at bay this year. News Bureau

his year, apart from the 10 blessing-hands and Guwahati. of goddess Durga, select puja pandals The ‘bhog’ or the khichdi is often consumed Tacross cities witnessed an 11th hand with bare hands in a bustling pandal environment keeping evil germs at bay. Crafted by Lowe where basic hygiene like washing hands takes a Lintas, the Germ Nashini campaign, an outdoor back seat due to reasons ranging from absence of play by brand Lifebuoy, equipped pandals with water and soap to the hustle and bustle. Lifebuoy an extra blessing hand. rode on the fact that the simple act of cleaning This hand was a disguised automated hand- hands before eating can help protect people from sanitiser dispenser that blessed devotees and disease-causing germs. pandal-hoppers with a spray of antiseptic liquid Making this possible in the most crowded on their palms, prepping them for the ‘bhog corners of a city in the absence of amenities with ‘Bipod Nashini’ or ‘Durgoti Nashini’, bitoron’ or distribution of the warm khichdi. The is a master stroke. Moreover, the name Germ aliases of goddess Durga. n campaign was carried out in Kolkata, Mumbai Nashini also benefits from its phonetic similarity [email protected]

18 afaqs! Reporter, November 1-15, 2 0 1 8 o

GUEST ARTICLE Creator’s Dilemma As creators and co-creators in the shared world of social media, we are barely beginning to discover subjects that need discussion. By Rahul Jauhari

et me hark back to just a few directors and production houses my post. They have made this article proud as they may be of the work, years ago, when the world on social media platforms to attract richer with their contributions. they have been paid for the job Lwas blissfully free of ‘Social the attention of agency creatives, I shall also attempt to sum up the and hence cannot enjoy the same Media’. When content meant a state clients and their own fraternity. Or rich spectrum of responses the post freedom a consumer does. of peaceful happiness and sharing is uploaded by them and by agency received. I have taken the liberty of One industry peer termed the was still the act of giving one part creatives on portfolio websites or re-expressing them/summing them issue a minefield that needs to be of your favourite chocolate bar to agency websites. up here. negotiated carefully. The problem someone else. A larger world sees it now. And being that unlike the days of the Advertising, more specifically film there lies the problem. WHAT HAS CHANGED? show reel CD, the internet exposes making, was already struggling with Recently an ex-client asked me Well for once, the internet has the work to a potentially limitless rising media costs and the pressure of to remove a Director’s Cut that we changed everything. Everything audience. Chances of the longer cut packing a great story into 30 seconds. had shared on our agency YouTube uploaded or shared is technically becoming more popular than the It was quite usual for agency page. The reason was that this published content. And if one had edited one is a reality and it’s better creatives to sell a superb story to was published content and shared to go by ‘rules,’ the client owns the to co-opt the client into the same. a client, then sell the same dream without their prior permission. Over content. Yet another response was that it to the director and go forth and and above that, it was not the official The question of course remains, mostly boiled down to minor ego shoot a bunch of lovely moments. released version. This particular how strict does a client wish to be issues. A longer version, assuming Which, once you hit the edit table, uploaded creative piece clearly said about this? At one extreme end, when integrity of thought and idea, should got sacrificed on the altar of the 30 ‘Director’s Cut’ in the title, along consumers take content published by be welcomed. The music industry second (or 20) limit. with the brand name. Like the usual a client, change it, remix it, create has examples of numerous versions The film that finally went on air, Director’s Cut, this was a longer memes out of it and further share/ of a song being created and shared while it may have been excellent, version, with voice over chopped popularise it, is that good or bad by fans and other musicians – the didn’t carry all that the agency and with shots that didn’t make it for the client? A liberal/progressive original musicians/bands rarely have creatives or the director would have to the shorter edit that was aired on client would say it’s great. problems with that. It only adds to wanted to pack in. Or even the television. The director had shared Do the same rules apply to the richness and popularity of the relaxed storytelling they would have it on Social Media and subsequently agencies and production houses original piece. desired, given the chance. so did we. (who will invariably preserve the While I do not have immediate While I took the piece of work off sanctity and essence of the brand concrete answers to this slightly grey THE 60/90/120 SECOND CUT our YouTube page (there was no war message, never mind the edit length) area, if I pull back, the Director’s REMAINED A DREAM here, everything was amicable), it did who share a Director’s Cut? Cut is merely an example. In a world The consolation prize was the provoke a lot of questions for me. All client responses were clear – where everything is content, and Director’s Cut. A longer, wishful edit To clarify my own doubts, I the brand owns the content. Prior everyone is posting something or with moments that never made it to posted the case on Facebook (no permission needs to be sought. One the other, the understanding of who the released edit, that was created and names taken) and sought the opinion interesting response was that the owns the content and how much kept mostly by the director on his of client friends and colleagues. longer cut may end up being more liberalism is good or bad for a brand show reel, and the agency creatives A few of the questions I asked popular than the one aired on TV. custodian, needs to go up. Especially in their portfolio. It existed on CDs. were as follows: Why is that a bad thing, I asked as clients spend more and more Few ever saw it. Other agencies, 1: Given that content gets shared, (assuming the integrity, sanctity of money on the medium. when they reviewed a director’s reel. does a Director’s Cut need client brand and idea are kept intact). Well, One industry mate, on a Or other clients, when they reviewed approval before sharing in this age of better to be safe than sorry, was the humorous note, pointed out that the same at the time of choosing a Social Media? answer. anyway many clients are running a director to shoot their own film. It 2: We all understand released Interestingly, most of the views longer cut on the web, even as the was just that. Harmless stuff that no work when it comes to TV and Print. expressed by agency folk were on the consumer sitting in front of the one had a problem with. How about the internet? If I share side of caution as well. If it’s going TV desperately tries to figure what Cut back to present day. A lot has work on my or my agency’s page, is it to be shared on the web, better to flashed by in the last 30/20 seconds. changed. While some things haven’t. released? What differentiates released seek permission. Usually, just the Interesting point – given the debate Television spots are now even VS unreleased on the internet? courtesy of asking should be good between media cost and storytelling more expensive. Content means 3: What rights of sharing/ enough. is one that continues. But that’s something else. Sharing is no more ownership does a creator or Consumers however are not paid another long discussion that I shall about chocolate bars. However, in co-creator have over a piece of work to create/recreate/share content, so save for another day and another spite of long format films making - do note I mean non-commercial similar rules do not apply to them. post. Right now, I have this set their presence felt on the internet, rights. Assuming the consumer-created and of 20 second TV commercials that agency creatives and directors 4: Is this being too sensitive over shared content is not derogatory, I must attend to. The deadline is continue to pack their relaxed wishful too minor an issue or does this have any good brand owner/custodian approaching... n storytelling into 30/20/15 seconds ramifications of a more serious would be myopic not to encourage edits for TV. nature? it – pointed out one of my industry (The author is joint president and The Director’s Cut is now, I will first thank all the good folk colleagues. However, when it comes chief creative officer, Rediffusion) more often than not, shared by who took the trouble of responding to to an agency or production house, [email protected]

afaqs! Reporter, November 1-15, 2 0 1 8 19 e

AIRTEL TV A Musical Ode The telecom player’s latest spot is a cause-led ‘brand song’ that recognises efforts of unsung heroes of Durga Pujo. By Abid Hussain Barlaskar

“I think the brand has treated it well. It will touch people and will stand out amidst the clutter.” RAJEEV RAJA

advertising is never seen by consumers in a ‘telecom only’ context. It competes with every other ad out there and therefore should have a strong idea that reinforces a brand’s positioning. It’s always about the idea. The more relevant the idea is to the brand’s song dedicated to sacrifice, an comes through the most. Moreover, OVER TO EXPERTS ethos and has been uniquely executed ad film for a telecom company, at some level, it’s a 180-second-long This is not the first time a brand to engage the consumer’s attention... Aand fodder for all the content- digital film as well. Also, we wonder has rolled out an ad featuring the the better it will stand out,” Raja adds. hungry souls on the internet - ‘Missing what aspect will stand out most unsung heroes of society. We got in Nishant Jethi, ECD, Publicis Stars Of Pujo’ is what Bharti Airtel when people encounter this piece of touch with experts for their take on India, is of the opinion that although calls its latest ‘digital ad film’ (that’s communication - the ‘ad’ part, the this initiative. it’s a trope used by several brands, it is what we’re calling it for now) for song, the message or the storytelling? Rajeev Raja, founder and sound a sweet idea. “Celebrating people who Airtel TV. The three-minute-long Not to forget, the telecom realm smith, Brandmusiq, a sonic branding work throughout festivals to ensure film is a Durga Puja-special, sung by has a very few players, making it easy agency, maintains that while the that others don’t have to compromise Anupam Roy and created by ad agency to spot and compare the advertising concept of unsung heroes has been on their celebration, is always heart- J. Walter Thompson. and communication efforts of the done, the theme of ‘Missing Pujo warming,” Jethi says. The song is and ode to all the brands that comprise the segment. since...’ is quite fresh and impactful. “I don’t remember any such people who miss out on their Durga Will this communication effort stand “I think the brand has treated it campaign that has been done for Pujo celebrations year after year to out amid the commercial messages well. It will touch people and will Durga Puja. It might work well since keep the system running. Yes, the of rival telco brands? stand out amidst the clutter. The song it will strike the right chord with system, meaning the jobs that need In a press release, Sameer Batra, is the key to this film and I like the Bengalis who have an emotional to be done when the rest of the world CEO, content and apps, Bharti composition very much. It’s simple, connect with Durga Puja. Having said is out celebrating. The ad film looks Airtel, says, “... At Wynk Music and hummable and the lyrics convey the that, what it lacks is memorability. and sounds no different from a music Instead of doing just a song, if they video, full of close-up shots of the The song is sung by Anupam Roy and would have chosen to tell stories of singer, the studio, the mixing deck the unsung heroes, it would have and a music director. But the visuals created by J. Walter Thompson. grabbed more attention. The brand and lyrics are laced with stories of Airtel TV, we are always eager to tribute to these unsung heroes well. connect would have been a lot better. 16 kinds of heroes who’re making collaborate with stars to bring the What I particularly liked was the way it However, it is a sweet gesture coming things work out there. best of localised content for our naturally segued into the Airtel brand from a brand,” Jethi adds. Interestingly, the brand users...” promising more such music tune. It didn’t sound like a mandatory He adds, “There are enough and punctuates the song with the famous tie-ups this festive season.” brand element has just been added on, more players in this segment, with ‘Airtel jingle’, that was put together Arjun Mukherjee, VP and ECD, J. but like a natural conclusion to the access to content from around the by AR Rahman many years back. Walter Thompson says, “Pujo songs entire song,” Raja says. globe and within the country. But The signature brand tune is woven are always about celebrations and Regarding ads vs. digital content, the challenge is just the same. It’s still into the music towards the end - and festivity. But no one spares a thought Raja says, “It needn’t be either or. about the art of storytelling and how that’s what got our attention. for those who miss Pujo gladly, so There is a place for both and it well it connects to the brand. How With so many blurring avatars - that we don’t miss out on anything. entirely depends on the marketing efficiently and provocatively that is (it’s an ad, a piece of content, a brand This song is dedicated to all those strategy of a brand.” done, and how much audience mind song, a cause-led brand film, and a stars of Pujo, who are lost behind the “Fewer players could mean it’s space it owns.” n music video) - we wonder which one bright lights of celebration.” easier to stand out. But, a brand’s [email protected]

20 afaqs! Reporter, November 1-15, 2 0 1 8 e

IKEA Playing the Pricing Game Is the furniture retailer feeling the heat from the discount-laden e-comm space? By Deepashree Banerjee

fter a much-anticipated and they follow and hence the inclusion incredibly long wait, IKEA of price point) while informing A- the Swedish furniture everyone about affordability seems marketer - opened doors to its to be a tried and tested model in all first Indian store in Hyderabad, the markets that they have launched two months ago. This launch was in. I don’t see why it would not work preceded by the brand’s first-ever here,” he says. communication campaign in India, D’Silva thinks the draw of IKEA is crafted by Dentsu Impact - a creative its name and that millennial shoppers arm of the Dentsu Aegis Network. would be attracted to shop in-store There has since been a fair amount even if they prefer online shopping. of curiosity around the brand’s Shrenik Gandhi, chief executive communication as IKEA is globally officer and co-founder, White Rivers recognised for its great campaigns. Media,is clearly a fan of the brand’s The first Indian store launch strategy and has his reasons too. witnessed some interesting “They are subtly trying to show on-ground activation too. The brand of this communication wasn’t to the viewers that discounts are not recently rolled out a series of new ad reach out to any specific cohort but needed. So, to me, it makes a lot of films on TV and digital bringing to to the many people of India. As sense.” life some of their hero products. IKEA is a brand meant for everyone, Gandhi believes this new Indian consumers are known to we wanted to showcase the product campaign is a natural extension to be price-sensitive and have some range in all its glory, and the tonality, the previous TVC, which was more pre-conceived notions about which is fun, quirky and simple, family driven and, according to him, international brands being “over- helps make it a campaign that should a good way to kick start the campaign. priced”. Therefore, it comes as no strike a chord with everyone.” A clear fit for millennial audiences surprise that IKEA took the myth- who are exposed to thousands of busting, price-stating route. OVER TO EXPERTS e-commerce ads? “Absolutely! Megha Sadhwani, senior vice- At a time when the world is flooded e-commerce audiences look out president, Dentsu Impact , says that with communication on discounts, is for snacky TVCs and digital video affordability remains at the centre of the brand trying to highlight its brand commercials,” he responds. all IKEA solutions. “The concept of value by showcasing the product as “The ads were done in English She explains, “It is a core promise the hero? Smart marketing strategy? but I would have loved to see the and something that is a big strength showing price Sunila Karir, founder and creative vernacular versions of the ad, which for the brand - the offer of great points in brand partner, Boing!, is impressed with could connect to the target audience quality products at extremely IKEA’s effort of keeping up with an better and that is where the bigger affordable prices. In a new market communication is evolved and familiar TG while not masses are,” he shares. like Hyderabad, where the initial something that straying away from its international Arvind Jain, CEO, NetBiz, a awareness of the brand was very image. She is also swayed with 360-degree digital performance- low, it makes complete sense to IKEA follows the ‘intelligently written series of driven agency, feels the brand has a showcase this promise even in ATL globally as well, and commercials’. Most importantly, clear positioning globally as a DIY communication. This will only help she feels it is refreshing and clutter furnishing option. “To bring this in making the brand more relatable is not something breaking in a time when most sellers concept to India could be tricky as we and inviting to the people.” are shouting out loud. “The concept generally have outsourced this work “In fact,” she continues, “the that has been done of giving their products a character, to our neighbourhood carpenters. concept of showing price points in only in India.” brand communication is something This recent campaign seeks to introduce that IKEA follows globally as well, MEGHA SADHWANI IKEA products in all their glory and is not something that has been done only in India,” she adds. voice and personality is not new, How IKEA bridges this gap will be Given the life-stage of IKEA in the a refreshing perspective on life at but I think, in this case it will work interesting to see,” he says. market, and that it aims to provide home. This recent campaign on the because it has repeat and viral value,” Right now, the brand seems to solutions for home furnishing for other hand, seeks to introduce IKEA she says. be on the aspirational side, that is, the modern millennial Indian, has it products in all their glory to our She also finds it quite commonplace aimed towards Tier 1 & Tier 2 cities, tapped the right medium to spread audience. So, for us, it is a natural for every new entrant in the market but Jain seems pretty positive that the message? progression from first introducing to flash prices, especially if it is in the they would be able to successfully Any time is a good time for a the brand to now introducing the economy range. reach out to e-commerce friendly campaign that brings to life the heroes product range.” she elaborates. Carlton D’Silva, chief executive millennial shoppers with this new of the IKEA brand - its products, feels While speaking about the expected officer and chief creative officer, campaign since they have proven Sadhwani. “The thematic campaign TG or whether there are any plans to Hungama Digital Services believes successful in the past and most was aimed at introducing IKEA as reach out to the e-commerce friendly they have gone the right route. millennials are already familiar with a brand to the people of India, a millennial shoppers with this new “Keeping up the international appeal the brand. n brand that is relatable and offers campaign, she states, “The purpose (It’s an international format that [email protected]

afaqs! Reporter, November 1-15, 2 0 1 8 21 pooe #MeToo: The power dynamic is clear; will things change? Here’s what some senior women said on the matter. By Suraj Ramnath

ANITA NAYYAR, DEBARPITA BANERJEE, VALERIE PINTO, chief executive officer, Havas Media, president - FCB Ulka, chief executive officer, India and Southeast Asia North and East Weber Shandwick

THE PATTERNS ARE THE SAME IN OUR INDUSTRY, IT ALL FROM THE WOMEN’S POINT OF - THE ONE IN A POSITION OF STARTS WITH A SENSE OF VIEW, THERE IS A POSITIVE STRENGTH IS STRONGER AND POWER AND A FOOLISH, PATTERN OF COURAGE. THERE UNDUE PRESSURE IS EXERCISED YET DANGEROUS SENSE OF IS THE REALISATION THAT ‘I ON THOSE NOT IN A POSITION ENTITLEMENT. SO MUCH SO CAN SPEAK UP ABOUT THIS of strength. Women have always been that one fails to even realise that the action is issue without fearing that I will be projected as the weaker section and neither charming nor commendable. It’s just singled out’. On the other hand, I hence, more vulnerable. But today plain disgusting and ironically, for the sense feel there could have been a better the weaker section is appearing as of power that they feel, quite desperate. way to address it. It doesn’t have to stronger as they have found their voice Things change when the norm is be on Twitter if you have followed and the guts to come out in the open. questioned and followed up with action. Both the process of complaining. After I hope things change. What has already are happening. The lingo and body language that, if no action is taken, then you changed is - women have found their that had become the norm for the industry is could resort to Twitter. I am not voice and are coming out in the open under heavy individual and collective scrutiny. dissing the movement; people fearlessly. It is a great beginning and Hereon, it is up to us women to not be ‘OK’ coming out online are contributing, the momentum is catching on. It with men and their version of ‘OK’. We must but are not using the right route to is in our interest not to take any speak up and hit back if needed when we feel complain. nonsense from anyone. #Metoo a violation. And not let it go in good humour. From the men’s point of view, they movement is leading to change, where A simple "Hey, this is NOT OK!" will be far all are getting into a defence mechanism #NoMeansNo. more effective than an embarrassed silence. mode which is rather strange because Speaking of embarrassment, the narrative they have done what they have done. of who should feel what in situations like They are now hiring social media these also needs to change. Embarrassment companies to get into damage control needs to shift to the predator instead of mode, but are making a mess of it. being thrown at the woman. Let him feel like A lot has changed already; men a desperate letch, rather than a cool cowboy. are very scared. Among my media And let the woman feel like a warrior, colleagues, no one is back-slapping cleansing dirt that comes her way, rather any longer... Internally also, we are than a victim. making things sensitive and even fun conversations have been curtailed.

22 afaqs! Reporter, November 1-15, 2 0 1 8 e POCKET ACES Winning Big afaqs!Reporter spoke to the trio behind FilterCopy and Dice Media, as they bask in the afterglow of their deal with Netflix. By Shweta Mulki

t’s amazing. Hoardings are a great video on Facebook that year (2015). vanity marketing metric and people Next, we did smaller sketches Ihave been sending us pictures from under FilterCopy, and a satirical news different cities,” says Aditi Shrivastava who show called NewsDarshan - anchored along with Ashwin Suresh and Anirudh by Mithila Palkar. Right around then, Pandita founded digital media company we did a sketch called ‘Confusing The Founders: (L-R) Pandita, Shrivastava and Suresh Pocket Aces in 2014. Things Girlfriends Say’ with Palkar We are at the premier of a new season and our writer Dhruv Sehgal, (he was of their movie - Fan. We launched off on the big cheque, it’s about of their series, What The Folks, and the among the first employees to join the a video, as part of the promotions, perception. Syndication has helped Mumbai-based trio are in the spotlight company) which received close to 25 ‘Every SRK fan ever’ after which and many of them have watched our as their series, Little Things, acquired by million organic views - this eventually we felt ready to talk to brands. content on Tata Sky or Ola Play or Netflix, shines in full OOH glory across led to Little Things with the same Brands such as Swiggy, VelvetCase on in-flight entertainment screens. India. The deal also includes a new comedy leading pair. and FreeCharge were among the We’ve also had great brand-to-brand series for the streaming giant. first ones. With VelvetCase we had referrals. Little Things, which has been trending What about the show’s fans who a 5-month-long contract, and they on Netflix, is the first pre-existing series watched season 1 on YouTube, even came on board as Powered-By How did you win over investors to be exclusively acquired by the streaming but haven’t subscribed to Netflix? sponsors for Little Things. that early on in your journey? service. “People from Spain and Canada Suresh/Shrivastava: We make Shrivastava: Many from Suresh: Aniruddh and me, having are inquiring about DVDs. No Indian sure to mention that Netflix is free backgrounds like our’s see the need worked in private equity helped, but show has organically travelled this well to view for the first month when for progressive content. But being the first time we went into Sequioa across the world,” claims Pandita. promoting Little Things season 2 on an outsider had been a deterrent, was after ‘Ban Ban’. We were quite The trio (all engineers raised in cities in YouTube or Instagram. So they can with agencies, especially, as they all audacious then and told them, “Guys, the Middle East) left their finance jobs in watch Little Things and more. People know each other, and our competitors we made a video, it’s viral, chalo New York City in 2011 to pursue their watch our show in one weekend too, having been in the ecosystem invest karo” and learned that it doesn’t passion in India. “There was so much binge! for long. We were catching up with work like that. But it did put us on effort put in building from scratch, and there content, but when it came to brands, their radar. When we went to them were these big company challenges - every FilterCopy is a 2-min snacking we wondered what to do. It was six months later, they were aware decision had to go through layers, ‘Why not format and Dice is long-form about breaking into relationships one of 20-30 of our viral videos. They do this on my own?’,” recalls Suresh when series format. Does brand at a time and aiming for long-term then commissioned us to make a speaking about his stint at Junglee Pictures. differentiation matter? deals. We’ve done a lot of repeat video for their annual hackathon - Towards the end 2016, Pocket Aces Shrivastava/Suresh: If you are brand conversions, where even first which really boosted registrations, had raised $3 million via Sequoia Capital trying to build a new age media movers such as TVF have low repeat so that helped. The funds enabled India and other investors including T.V. company, you acknowledge that conversions. us to invest better in our people Mohandas Pai-led Aarin Capital. It people want to consume different (good creative teams need a great now employs over 100 employees and in types of content. Dice Media is a How do think brands look at environment), technology, and take addition to, Dice Media and FilterCopy, high value-high IP, large scale and content today versus earlier? better bets content-wise. runs Gobble (food-related content), and large budget property - focused Shrivastava/Suresh: We an interactive gaming app, Loco - acquired on producing multi-season shows. understand how CMOs measure How do you keep your content earlier this year. FilterCopy helps us remain top- market performance beyond reach fresh and the audiences engaged? We catch up with the husband-wife duo of-mind every day, every hour and and engagement. We look at clients’ Pandita/Shrivastava: We - Shrivastava and Suresh - and Pandita, it’s become like our base marketing app downloads, traffic, time spent, obsessively look at data. Viewers in on how they came out aces in this space. platform for our content across the etc. We’ve even tied up with an the age bracket 15 to 35 years from Edited Excerpts: board. It’s like our GEC - our mass independent agency to measure brand 98 per cent of our audience. Even reach medium. We’ve had some recall and upticks in consumption for our writers track data, such as watch You wanted to make movies - challenges differentiating our brands, big offline brands such as Kurkure, times, retention rates, drop-off points, When did you decide to go all into but we’ve been making concerted Samsung, etc. Brands such as these comments and shares in the first digital video? efforts for everyone to understand and even new digi-savvy brands see hour, etc. For instance, creators love Suresh/Pandita: We felt movies each brand within Pocket Aces. that we understand their challenges their logo upfront, but we’ve learned was a medium that brought good and their needs when we send those from data that people drop off there, creators to the audience in a profitable Advertisers and brands: How did internal reports. What The Folks, for so we have a 10-second hook scene manner. But everything was such a they see you, and what’s changed? instance, is sponsored by a diverse before the title which in-turn goes by hurdle and we had no control on Suresh: The first six to seven bunch of brands such as Epigamia, quickly and the drop offs are reduced. the setup. We then looked at digital months were just about creating Pepperfry and Google. We’ve worked Besides Little Things, What the Folks distribution and video content and content. We needed to know we could with international names who’ve and Adulting owe their genesis to data started with a series - ‘Not Fit’ under consistently perform and didn’t really usually found it hard to work with too. All actors in our series come from Dice Media, but our first release was do any brand outreach at this stage. small players in India. our short videos. The themes, jokes a satirical video called ‘Ban Ban’. That The first brand that reached out to Shrivastava: The younger people have all been tested through short video crossed a million views in three us was Shahrukh Khan’s Red Chillies in marketing teams are our audiences, videos, memes, etc. n days, becoming India’s most viral Entertainment, for the promotion but for the CMOs who finally sign [email protected]

afaqs! Reporter, November 1-15, 2 0 1 8 23 oee

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

VICKS MILTON STAYUNCLE IKEA In the second edition of ‘#TouchOfCare’ Milton’s new ad addresses the struggle of The brand’s latest ad film delivers a Feeling the heat from the discount-laden campaign, Vicks brings to light the true story working professionals looking to balance simple, open-minded message - its hotel- e-comm space, the Swedish furniture of Nisha who’s suffering from Ichthyosis. their daily office routine and satisfying partners won’t judge same-sex couples, marketer recently rolled out a series of Creative Agency: Publicis Singapore hunger pangs. and they can have a hotel room and new ad films highlighting price points in Creative Agency: Ogilvy India peace of mind, without an issue. the communication.

MASTERCARD AIRTEL TV SAVLON TITAN The brand’s latest campaign, Cash-to-Digital, Airtel TV’s three-minute-long ad is a Durga ITC’s liquid antiseptic brand Savlon The new campaign from Titan Octane - - is designed to get elderly customers into Puja-special. It’s an ode to all the people released a campaign for its recently #BeASport - is a light-hearted take on the race for a digital economy, i.e. making who miss out on their celebrations year introduced braille-enabled packaging for masculinity, and aims at busting the them feel confident about using debit cards. after year to keep the system running. the product. macho myth. Creative Agency: McCann World group Creative Agency: J. Walter Thompson Creative Agency: Ogilvy India Creative Agency: Ogilvy - Bangalore

CADBURY CELEBRATIONS COCA-COLA LAVIE SAMSUNG BIXBY Mondelez India, the marketer of Cadbury Coca-Cola has rolled out its Diwali campaign Handbag and purse brand Lavie in its Samsung Bixby’s latest ad ‘#VoiceForever’ Celebrations, has released a new TVC for featuring Anupriya Goenka and Ayushmann latest ad roped in Anushka Sharma for showcases the use of technology in helping Cadbury Dairy Milk urging consumers Khurrana. The ad urges people to make the flaunting. But, the brand stuck with its a daughter preserve her mother’s voice as ‘Iss Diwali, kuch achha ho jaaye, kuch Diwali special for someone. original narrative of, ‘Fickle is fun’. she suffers from Motor Neuron Disease. meetha ho jaaye’. Creative Agency: McCann Worldgroup Creative Agency: Makani Creatives Creative Agency: Cheil WW India

CADBURY 5STAR TRUEBIL LIFEBUOY HAVELLS Everyone remembers Ramesh and Suresh The Mumbai-based omni-channel platform Lifebuoy’s latest campaign focuses on The home appliances brand in its recent from Cadbury 5Star’s ads. The brand has for trading used cars launched ‘Constitution the importance of hand hygiene, with the campaign reflects the changing times, and recently launched an ad film, featuring the of Driving’ - a campaign to create backdrop for the pitch being festivals that the responsibility of household chores iconic duo, for its ‘softer’ variant. awareness around road safety and rights celebrated by a vast number of people. is happily shared between the couple. Creative agency: Ogilvy & Mather of drivers. Creative agency: Lowe Lintas Creative agency: Lintas Delhi

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24 afaqs! Reporter, November 1-15, 2 0 1 8 o

Post: Sr. Client Servicing Executives Company: Eggfirst Advertising and Post: Digital Account Manager – edit content for marketing Company: MX Advertising Pvt Ltd Design Pvt Ltd Client Servicing & Strategy communications including but not Profile: Candidates should be Profile: Excellent presentation, oral Company: India News limited to Domain monetization capable of independently handling and written communication skills. Communications Ltd and online articles, newsletters, client requirements. A quick S/he should have prior experience Profile: Account Manager who eats, videos, webinars, infographics, blog thinker, with great communication with advertising agencies only. sleeps and speaks digital. 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Post: Designer (Social Media) responsible for taking advertising Exp: 3 to 5 years Company: Span Communications brief and generating original copy Location: Noida Post: Business Development Profile: The candidate will be ideas that grab the attention of the Email: [email protected] Manager – Digital Marketing responsible for designing and target audience. This can include ...... Company Name: Vistas Ad Media artwork of posts, e-books, web creating straplines, slogans, body Communications Pvt Ltd banners, etc. copy, jingles and scripts. Post: Branch Head (Advertising and Profile: Vistas is seeking a Business Exp: 2 to 4 years Exp: 5 to 12 years Media) - Pune Development Manager for our Location: Lucknow Location: Ahmedabad Company: Tempest Advertising Pvt digital marketing offering. This Email: [email protected] Email: [email protected] Ltd role demands gaining in-depth ...... Profile: The candidate will be knowledge of digital marketing and responsible for overall operations technology. The ideal candidate Post: HTML developer Post: Business Development and profitability of the branch. will have strong attention to detail, Company: Thoughtrains Designs Manager Revenue generation through new good abstract reasoning skills, and Pvt Ltd Company: Greysell Marketing account development and key excellent communication skills. The Profile: A web designer/developer Promotions Pvt Ltd account management. Developing ideal candidate should have three who will responsible for Profile: Planning and execution relevant business proposals. years of experience and track record understanding design shared to of business strategies; generating Monitor market intelligence of generating significant revenue them in PSD format, later html database, making calls, converting within the industry in terms of consistently. coding of the website. S/he should that into meeting followed by pitch new customers, new projects, and Exp: 3 to 5 years be involved with the technical and and conversion. competitive activity. Location: Bangalore graphical aspects of the website. Exp: 3 to 5 years Exp: 2 to 4 years Email: [email protected] Exp: 4 to 6 years Location: Andheri, Mumbai Location: Pune Location: Mumbai & Navi Mumbai Email: [email protected] Email: careers@tempestadvertising. Email: [email protected] ...... com ...... Post: Accountant EVEN GOOD CAN! 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afaqs! Reporter, November 1-15, 2 0 1 8 25 people

A round up of some major people > > MOVEMENTS/APPOINTMENTS< < movements in the last fortnight MEDIA DIGITAL Times Network Mohan, chairman and CEO of Havas Times Internet leadership roles across diverse Khushbu Shah, general manager mar- Group, India and Southeast Asia. The In a recent development, industries and geographies. He keting, English entertainment cluster, appointment is effective immediately. Abhishek Joshi has been roped joins Hotstar from Google, Times Network, has quit the compa- in as chief marketing officer where he was head of brand ny. October 26 was her last day at the SPNI (CMO) and head of business measurement for the India and company. Shah joined the network Sony Pictures Networks India (SPN) partnerships at MX Player. Southeast Asia markets. in September 2016 and was work- has roped in Indranil Chakravorty as the Prior to this, Joshi was working ing for two years. Prior to that, she head of StudioNEXT, its independent as the SVP and head-market- Studio Mojo worked with Fame Digital as senior production venture. Chakravorty will ing, subscriptions and content Studio Mojo, a Bangalore- manager - marketing. Before that, she be reporting to Danish Khan. Together, licensing - digital business at based regional video network, worked with 9X Media as senior man- Chakravorty and Khan will set up the Sony Pictures Networks India. has roped in Mithun Koroth ager - marketing for five years. In the studio business. StudioNEXT has been Joshi brings with him over 15 as its business development past Shah has worked with Bennett mandated to create original content years of extensive experience director. Koroth will work with Coleman and Co, Rediffusion DY&R and IPs for TV and digital media. An in marketing, analytics, busi- OTT platforms for creating and Times of India. independent business unit of SPN, ness development and content original programming in vari- StudioNEXT will function as a content partnerships, strategy business ous regional languages. He will Initiative creator for SPN media business as well planning and execution exper- also be responsible for licens- Initiative, IPG Mediabrands’ media as for other channels, networks and tise spanning across television ing regional language content agency, has appointed Alok Sinha as OTT players within India and globally. networks, internet video, con- to Telcos, IPTV players and chief strategy officer (CSO). In his tent distribution, ad agencies OTT players both in India and new role, Sinha will drive Initiative’s ZEE5 and brand licensing and mar- in markets such as Middle East strategic planning nationally and will ZEE5 India, one of the largest OTT keting. and North Africa region and work collaboratively with all clients of platforms known for its muscle in Southeast Asia. the agency. Sinha moves from Ogilvy multi-lingual content, has announced Hotstar & Mather, where he headed strategy the appointment of Taranjeet Singh as Hotstar, a premium streaming Oplifi for the northern region as president - the chief revenue officer and business platform, recently announced The programmatic company, planning. head - new projects for the platform. the appointment of Sameer Oplifi, has appointed Deepak Singh comes with extensive experi- Kapoor as vice-president, agen- Bhutani as head of business Havas ence in the media and entertainment cy ad sales. In his new role, development of the company. Global communications group Havas, space. Prior to joining ZEE5, he was Kapoor will be responsible for Bhutani will be based out of has promoted Anita Nayyar to CEO leading business for the Indian oper- driving relationships with media Oplifi’s Mumbai office and will of Havas Media Southeast Asia (SEA). ations of Twitter. He brings with agencies to deliver measurable drive the growth across APAC It is in addition to her role as CEO him a rich body of experience across and impactful media strategy for and Middle East markets. of Havas Media India. In this newly- strategy, revenue management, people clients through Hotstar. Kapoor Bhutani has over two decades created role, Nayyar’s expertise will relations, data analytics, forecasting brings over 17 years of media of experience and has worked enable brands in India to expand their and has worked with some of the lead- and marketing experience with companies such as The footprint to SEA. She will work closely ers in the M&E space including BBC to the table, having managed Times of India, Yahoo! and with regional and local leadership Worldwide, Outlook Publishing, The offline and online platforms in Komli Media. in SEA, and will report to Vishnu Pioneer and so on.

MARKETING ADVERTISING Max Life Insurance strategy, new business, partnerships, FCB Ulka Pernod Ricard, BMW, KFC, Taco Max Life Insurance has appointed events and activities. He will work FCB Ulka has appointed Anindya Bell, Dabur, Perfetti Van Melle, Rahul Talwar as senior vice president in close cooperation with Mandeep Banerjee as the executive creative Mother Dairy, Pizza Hut, Sprite, and head-marketing of the com- Malhotra, founding partner and director, FCB Mumbai. In his Best Foods, HT Mint, Philips, pany. Talwar will be based at Max CEO, The Social Street. Fernandes new role, Banerjee will be work- to name a few. Gahlaut worked Life’s corporate office in Gurugram brings with him over 15 years of ing closely with Keegan Pinto. at Ogilvy as creative consult- and will report to Manik Nangia, experience working across functional With 23 years of experience in the ant between 2001 and 2005 after director-Marketing and chief digi- roles for some of the world’s most advertising arena, Banerjee has which he left, and re-joined the tal officer. In this role, Talwar will dynamic brands in the athletes and been associated with Scarecrow agency in 2007 and had been with lead Max Life Insurance’s brand sports, retail fashion, entertainment, M&C Saatchi, Law and Kenneth, it ever since. and marketing activities and will be FMCG and IT industries. Publicis, Contract Advertising instrumental in further accelerating and Ogilvy in the past. Indigo Consulting the brand’s journey across touch- HUL Indigo Consulting has recently points in the country. He will work Hindustan Unilever Limited (HUL) Ogilvy bolstered its key leadership team, with the leadership team to strength- has announced the appointment of Ajay Gahlaut, chief creative officer with the appointment of Prasanna en the company’s position. Leo Puri (57), as an independent (CCO), Ogilvy North and deputy Kulkarni as head of creative. director on its board, effective October CCO, Ogilvy India, has decided Kulkarni has 20 years of adver- The Social Street 12, 2018. Puri, until recently, was to part ways with the agency. tising, brand strategy and digital The Social Street has appointed the managing director of UTI Asset Gahlaut confirmed the news to media experience, and his last Navin Fernandes as the managing Management Company. He has also afaqs! Reporter. This was his sec- stint was with Cheil India as crea- partner to head their sports marketing previously served as an independent ond stint with the agency where tive head - digital. He will be offering. In his new role, Fernandes director in companies including Max he earlier worked as a creative based out of Mumbai and report will be responsible for the agen- New York Life Insurance Company, consultant. At Ogilvy, Gahlaut to Rajesh Ghatge, CEO, Indigo cy’s sports-related aspects including Infosys, Bennett Coleman & Co. has worked on brands such as Consulting.

26 afaqs! Reporter, November 1-15, 2 0 1 8 #vdonxtasia

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