February 1-15, 2020 Volume 8, Issue 15 `100

16 A total of 46 metals were awarded at the glittering AMAZON PRIME, ceremony of the 4th edition of our vdonxt FIRSTPOST SHINE awards. Maximum Golds were bagged by Amazon Prime and Firstpost. The BRIGHT AT VDONXT ceremony took place in Mumbai on January 29.

Subscriber copy not for resale Subscriber copy not AWARDS 2020

Silver Partners:

Presenting Partner:

Bronze Partners:

Co-powered by: #miawards Categories MEDIAawards INNOVATION AWARDS FOR PUBLISHERS & BROADCASTERS mi 2nd Edition

The use of innovation to make the content EDITORIAL/ more absorbing-this could be (for example) PROGRAMMING/ in the form of a new initiative, a change in CONTENT design, in scheduling or in any other way.

The use of innovative marketing practices to enhance a media brand, create excitement MARKETING around it and help it stand out from the competition.

The application of unique methods to get content or programming across to new DISTRIBUTION audiences or to old audiences in a more convenient way.

Innovation is possible only if the work cul- ture and environment are innovation-friend- ly. This category of awards attempts to WORKPLACE recognise distinctive initiatives in the work- ENTER NOW place – be it the use of technology, design, training programmes or anything else – that Final entry submission deadline: give a fillip to innovation. February 13, 2020

www.miawards.in

Final Showdown: March 18, 2020 | Taj MG Road, Bengaluru ------For Sponsorship: Samarjit Singh: +91-9811436040 For Award Entries: Surabhi Pandey: +91-9582004453 | Priyanshi Badoni: +91-7290934958 For Everything Else: Isha Dara: +91-9711084406 EDITORIAL

This fortnight... Volume 8, Issue 15 n 2017, we held the very first edition of vdonxt asia, our annual convention on EDITOR Sreekant Khandekar I the business of online video. Just glancing through the list of topics we discussed PUBLISHER then is a masterclass in how far the industry has come. Let me illustrate: One of February 1-15, 2020 Volume 8, Issue 15 `100 Sreekant Khandekar the topics was ‘When will online-only videos become mainstream?’. Another was EXECUTIVE EDITOR ‘Can brands find scale in online video content?’. Yet another was ‘What place does Ashwini Gangal a subscription based model have in an advertising dependent content system?’. The PRODUCTION EXECUTIVE obsolescence of these topics is fascinating, isn’t it? Just the other day, my colleagues – Andrias Kisku the team that puts vdonxt together, each year – and I were laughing at ourselves for ADVERTISING ENQUIRIES Shubham Garg 16 feeling nostalgic about something that happened only four years ago. This reflects the 81301 66777 (M) A total of 46 metals were awarded at the glittering Noida AMAZON PRIME, ceremony of the 4th pace at which the digital video space has grown. edition of our vdonxt FIRSTPOST SHINE awards. Maximum Golds Apoorv Kulshrestha were bagged by Amazon Prime and Firstpost. The BRIGHT AT VDONXT ceremony took place in 9873824700 (M) Mumbai on January 29. Subscriber copy not for resale Subscriber copy not AWARDS 2020 This time, we tried to capture trends in the online video space by discussing Noida

Silver Partners: Presenting Partner: textured topics like: Why has comedy become such a successful genre on OTT Nikhil Jhunjhunwala

Bronze Partners: 9833371393 (M) Co-powered by: platforms? How has the rise of OTT impacted the world of user generated content? Mumbai How did gaming become content – and who watches gamers in action? How can Vijayalaxmi Yadav we make screen time meaningful for kids? As OTT penetration deepens, what will 9930547767 (M) Mumbai the next wave of viewers watch? How will advertisers reach the growing pool of ‘TV dropouts’ or what I like to call ‘the modern media dark’ belt? [email protected] MARKETING OFFICE B 3, Ground Floor, Sector 4, This year, we also explored complex subjects such as screen size – how do creators Noida-201301 Uttar Pradesh.

and producers reconcile the content to the context (mobile versus connected television) MUMBAI it is watched in? – and the ‘product’ aspect of the ecosystem – are product and tech 302, Makani Center, 3rd Floor, Off Linking Road, Bandra (W), teams playing catch up to content? Mumbai-400050.

I’m sure we’ll look back on these subjects four years from now and marvel at SUBSCRIPTION ENQUIRIES [email protected] having come so far, again. Owned by Banyan Netfaqs Pvt Ltd and Printed and Published by For now, sit back, relax and read about the brands, platforms and agencies that Sreekant Khandekar, won accolades at the 4th vdonxt awards. Congratulations to all the winners! at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110063.

Printed at Artz and Printz 208 DSIDC Sheds, Okhla Industrial Area, Phase 1, New Delhi-110020. Ashwini Gangal [email protected] CONTENTS SUDHIR SITAPATI “More important for 25 brands to be famous 19 IMPERIAL BLUE than persuasive” Men will be men Sudhir Sitapati , The latest ad has been executive director, crafted by two men and foods and refreshments, a woman at Ogilvy. Hindustan Unilever, talks about marketing and communication. 15

SWIGGY 14 ASUS 24 POV 26 What the Falooda? Going ‘over the edge’... Efficacy of Whatsapp... Swiggy sensitises users against A conversation with Asus’s What is the brand’s efficacy in the use of abusive language. Paramjeet Singh Mehta. terms of advertising?.

afaqs! Reporter, February 1-15, 2 0 2 0 3 MARKETING INITIATIVE “Zee Marathi’s TV campaign reached out to 50% more audiences...”, Viral Oza, CMO, Lodha Group First time on television, QR technology was implemented on prime time shows of Zee Marathi.

odha Group, one of We have used TV before for some India’s leading real estate of our national/NRI campaigns. Ashish Sehgal Chief Growth Officer, developers, recently However since our focus has been Advertisement partnered with Zee Marathi. only in Mumbai, the usage of TV Revenue LWith the developers launching for our key launches has been Zee Entertainment Enterprises Ltd. their truly aordable housing limited. brand, Crown, it was necessary to reach out to their TG in their Q. How has Zee Marathi local language - Marathi. This managed to change the led to their association with the perception by providing a Our customer-centric solutions to our leading regional TV channel in customer-centric targeted advertisers coupled with our strong solution? How was the brand have been the key dierentiator Mumbai. In addition to the reach, and helped us dominate. Zee Marathi, the collaboration also resulted in experience of advertising a way of life, in most Marathi speaking the launch of the first-of-its-kind on Zee Marathi? households has redefined the regional ra a CMO, Lodha Group space and has not only helped build initiative leveraging the QR code We were focusing on the brands but the response to advertisers as technology - Aston band-QR code aordable housing segment well. This re-establishes the importance with the brand ‘Crown’, aimed of regional television in Maharashtra combo - on television. a part of this unique solution, despite being a highly duplicated market at lower-middle-class families Nilesh Sable, the popular host of with Hindi. Zee’s bouquet of Marathi Talking about the association, with a monthly income of the top-rated talk show “Chala channels (Zee Marathi, Zee Talkies, Zee Yuva and 24 TAAS) with a stronghold Viral Oza, Chief Marketing Ošcer, around Rs.50,000 onwards. It Hawa Yeu Dya” talked about the of 60% market share has been able Lodha Group, said, “The Zee was essential for us to reach out Crown project in detail and also to ešciently and eectively drive key to this audience in their local metrics like top of mind brand recall, Marathi team have been great asked viewers to scan the QR code brand trust and ROI in Maharashtra. partners in understanding the language, Marathi. Hence, we to know more about the project. Several advertisers in diverse categories essence of our prospective buyers, focused on increasing the reach Aston bands comprising of the QR including FMCG, Auto, online education, real estate, consumer electronics have thereby providing impactful TV of our media plans within our code and other CTA were played experienced the dierence that Zee solutions to persuade them. A few market by adding TV. Zee Marathi, during the program as well. Marathi can bring to their business in with the highest regional reach in Maharashtra. of the leads which we got via the With innovation being at the heart of TV campaign have even translated Mumbai, was the obvious choice. Q. QR Code concept our approach Zee Network has pioneered into bookings. Looking forward to Our media agency, Madison came o¢ine to online technology with the has been traditionally use of a QR code which has resulted in more exciting opportunities in the on board to conceptualise and implemented in Print tremendous response for advertisers and days to come.” execute an impactful outreach. Publications. For the has opened new avenues to the industry. Zee Marathi, with its expertise The results of the Lodha group campaign first tme a ena on Zee Marathi have objectively proven Edited excerpts of the interview... in providing quality content for Channel – Zee Marathi Television as the most cost-eective Q. As one of the most the Marathi audience, provided medium to drive lead generation as has implemented the against popular perceptions. trusted brands in the a seamless solution for Lodha to same on television. Indian real estate promote its ‘quality homes’. As How was your overall nstr at as been experience about your approach towards Amit Shah anta television advertising? Cluster Head, North, media and advertising Keswani How was the response? West & Premium traditionally? Which are CEO Over a year back, we witnessed Channels Madison Media Zee Entertainment the mediums that you (The agency the impact of QR code insertions Enterprises Ltd. have been using for your behind the curation of and eectively used our learning advertising needs? the campaign) for relevant print campaigns. In At Zee Marathi, we are singularly focused on delivering optimum value to our Our media plans have been skewed terms of reach, the TV campaign viewers. Zee Marathi has successfully towards print in the past owing to reached out to 50% more picked up each cultural nuance within the targeted reach and credibility the market, reflecting the audience’s audiences within our target in aspirations and encouraging conversations that the medium oers. Since the Zee Marathi is among the top reach Mumbai.. Partnering with Zee within the family through its content. last few years, digital too has been media vehicles across mediums in Marathi, the “Aston band-QR code This consumer-centric approach backed Mumbai and Maharashtra. Regional by deep insights has helped us maintain becoming an increasingly critical media is booming and we have seen combo” ran during prime time on our leadership position in the Maharashtra channel for real estate marketing. quite a few successes with Zee Marathi top rated programs on Zee Marathi market. Advertisers too have recognised for Maharashtra. Most recently, for To maximize reach, we have been the strong brand perception of the channel Lodha, we exposed the launch of their for the FIRST TIME EVER for and our ability to generate better-targeted using other media including OOH mass housing project on Zee Marathi’s this category. We saw a 7% hike plans. This understanding of viewers top reality show which has a high and Radio for various projects. in the number of responses further gave us insights to plan solutions ašnity to male audiences too. We made and not only help the Lodha Group with up for the absence of TVC through for the first phase of this activity its campaign but also intrigued our viewers Q. What was the anchor mentions and a longer Aston (Crown Thane). Responses for the towards this initiative. Nothing better band with a call to action through QR reseratn aanst than winning the hearts of our viewers and code. The ROI was very encouraging. second phase (Crown Taloja) were advertisers. advertising before testing 3X better.n the medium?

4 afaqs! Reporter, February 1-15, 2 0 2 0

MARKETING SPEAK

Time to go with Star FLOW – India’s only Marketing festival

Here’s what’s in store for marketing enthusiasts at the 2nd edition of Star FLOW.

Nir Eyal The best-selling author of ‘Hooked’ and ‘Indistractable’

fter hosting a very successful inaugural edition of India’s only marketing festival, ATOI is back with the 2nd edition of Star FLOW – The Change Festival, that promises to be bigger and better than last time. Having brought together the country’s marketing community to a festival of learning and exchanging ideas, this year’s festival will see global marketing gurus and their Indian counterparts come together to rattle the conventional practices and traditional theories. For an industry whose itinerary is dotted with award functions and events that celebrate advertising and communications, the festival is unique in the sense that it remains India’s only marketing festival - one that remains steadfast in its purpose of moving beyond the superficial and does a deep dive into core marketing. The first edition of this very exclusive festival heard W Chan Kim talk about his Blue Ocean Strategy. Also, Roger Fisk, former campaign manager for Barack Obama, shared insights about how individuals are organizers that need to be activated. Ranging from ‘Psychology of Business’ and ‘Artificial Intelligence’ to the ‘Female Consumer’, several Indian and foreign speakers discussed a range of topics. The second edition of this groundbreaking festival that will be held on February 19 and 20 at the Leela Ambience in Gurgaon. Star FLOW

6 afaqs! Reporter, February 1-15, 2 0 2 0

MARKETING SPEAK

Patrick Renvoise Marty Neumeier Richard Shotton Co-Founder & Chief Persuasion Director of CEO Author and Officer, Sales Brain Branding for Liquid Agency Behavioural Science expert promises an eclectic mix of content which ensures that there is something for every member of the marketing fraternity, ranging from CXOs to young Turks in their early years as marketers. From the mindset required by a successful manager to much- Be part of Star FLOW - needed insights about consumer aspirations, and from providing access to global cutting-edge tech The Change Festival: tools to transformative ideas that can shape the Date: February 19 & 20, 2020 future, the initiative has it all. In appreciation of the diverse needs of the Venue: The Leela Ambience, marketing fraternity, the festival brings together Gurgaon varied strands of thought from across India and To register: Visit www.flowfest.in the world. It will kick off with a keynote address by Nir Eyal, best-selling author of ‘Hooked’ and ‘Indistractable’. Termed by the MIT Business Review as ‘The Prophet of Habit-Forming Technology’, his virtual reality. Performance Marketing’ and ‘Sustainability and a books help marketers create and market products Acting as a perfect example of how TOI always Circular Economy’. In addition to this, this year that consumers keep returning to. That’s reason places innovation at the forefront, the session on features a special, parallel track of talks, bringing the why his session on ‘How to Build Habit Forming ‘The Era of Open Innovation’ by Charles Leadbeater, audience inspiring stories that will take marketers Products’, will not just make for compelling listening a leading authority on innovation and creativity will from boardrooms to grassroots. but will also set the right tone for the two action- be another great takeaway. A highlight of the festival Star FLOW shall also provide its participants packed days that follow. is its very special guest, Sonam Wangchuk, whose an opportunity for hands-on learning, with a set of An equally thought-provoking session will be life inspired the iconic movie 3 Idiots. An Innovator, workshops on exciting themes such as Persuasion in conducted by futurist Sophie Hackford, co-founder Education Reformist and Ramon Magsaysay Marketing (Neuromarketing), Applying Behavioural of 1715Labs – a spinout from Oxford University’s Awardee, Sonam will speak on ‘Simple Solutions to Science, Blockchain & Marketing, Rural Marketing, Astrophysics Department. Her talk on ‘How AI & Complex Problems through Innovation.’ Design Thinking and Neuro-measurement, to name tech will transform human lives’ will encompass how Several stalwarts from India Inc. will be joining a few of the learning experiences available. So, it technology changes how we live, work and transact the 2nd edition of Star FLOW to share their views doesn’t matter if you’re a CXO, a middle manager, by weaving together complex developments in on vivid issues such as ‘How to succeed in a or just a young marketing enthusiast, be sure to join quantum computing, AI, data, asteroid mining or difficult economic scenario’, ‘Brand Building vs the action.

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

BRANDS AND SPORTS MARKETING How sports associations are elevating emerging start-ups & companies

Here’s what makes Cricket the preferred choice of emerging start-ups while indulging in sports sponsorships.

he power of sports entertainment in a country like India needs little acknowledgment. TIndia as a country dwells on sports entertainment and idolizes its heroes on the field. Harboring massive tractions from sports enthusiasts across the country, sports viewership in India runs at an all-time high. However, among the many popular sports in India, there is one that has ascended from being a sport to becoming a full- fledged religion. Yes, you got it right; we are indeed talking about the game of cricket. Sameer Nigam, CEO &Founder, PhonePE Srivats TS, VP Marketing, Swiggy 93% of the sports viewership in India comes from Cricket, while a total of 362 million massive audience that they are Expressing the benefits of of users download the app, viewers come just from the able to reach out to, resulting associating with the IPL, Srivats waiting for Swiggy to go live Indian Premier League. With 43 in a correlatively high ROI. TS (VP Marketing, Swiggy) said, in their cities. At Swiggy we billion impressions in 2016 the With new brands joining the “Swiggy has been an associate saw strong business results traction scaled upwards to 51 bandwagon each year, the IPL broadcast sponsor of IPL two across key metrics including billion impressions, registering a qualifies as the perfect arcade years in a row and has delivered new user growth as well as compound annual growth rate for this model. some of the most memorable repeat user growth through the (CAGR) of 9 per cent, according commercials of the cricketing campaign. We saw phenomenal to the report that comes amidst Talking about what makes season. Riding on the campaign’s engagement on Swiggy Sixes as the ICC Cricket World Cup. cricket the first choice of success and continuing with the a property with over a million These figures reveal the big-time brands with regards to sports ‘What a Delivery’ theme, last users using the Swiggy Sixes benefits of sports sponsorships, sponsorship, here’s what Sameer year, Swiggy brought back six during IPL.” with exposure being the prime Nigam (CEO and Founder, new commercials that celebrated highlight. As a result, this provides PhonePe) had to say, “The focus India’s undying love for Cricket IPL is an anchor in the regular emerging brands and start-ups of last year’s brand campaign and Food in the most witty Indian home and it dictates that are looking to maximize was on building awareness and relatable manner. The core sports viewership while its time reach, brand awareness and overall around digital payments for message of the campaign was on air. Interestingly, in its 11th brand recall an opportunity to both rural and urban audiences. simple as it highlighted how edition it dominated the annual go the extra mile and grab major A mass media platform such Swiggy is allowing consumers cricket viewership by 40 percent, attention. as TV oˆered us the perfect the convenience of enjoying the with 50 percent IPL viewers opportunity to do so as it is the cricketing action while it takes aged below 30 years. Moreover, Over the years we’ve seen medium with the largest reach in care of all their food needs. Shot the impact on the advertising myriad brands invade the sports the country. Cricket is the most in an entertaining and tongue- industry and e-commerce has sponsorship space and this has popular sport in the country and in-cheek manner, the ads were emerged as the dominant sector increased with the passage of VIVO IPL is the biggest sporting inspired by everyday situations with share of ads going up from time. One of the top reasons event of the year. We therefore with simple storylines and 14 per cent in 2016 to 42 per for this gradual growth is the felt it was the right platform minimum dialogues. Swiggy’s cent in 2018. These figures are wide variety of viewership to launch our new brand IPL TVCs are reflective of the indicative of the importance and demographics. But what makes campaign with Aamir Khan and national brand that Swiggy power of sports on television, sports sponsorships truly create awareness about digital is today. Post the last IPL and especially cricket. n worthwhile for brands is the payments and PhonePe.” campaign, we had millions

10 afaqs! Reporter, February 1-15, 2 0 2 0

BRANDS AND SPORTS MARKETING “During an India match day or a big IPL match, we certainly see an uplift on our downloads...”: Atit Mehta, BYJU’S

The Chief Marketing Ocer of the Edu-tech giant shares his views on the brand’s partnership with IPL, marketing objectives, yield factor and more. y Debashish Chakraborty

he Indian Premier League Atit Mehta (IPL), without a doubt, is the biggest sporting CMO, BYJU’S event in India. It has Tbeen 12 years since its inception and it hasn’t looked back since. In addition to being the most cash-rich event, its glamor and entertainment factor has been successful in keeping both - the audience and brands - loyal and hooked. Considering the craze that the Indian audience has for Cricket, the t20 format with celebrity-backed franchisees provides brands unparalleled exposure and reach.

IPL is considered to be the harbinger for commercialising sporting properties in India. While today these events have mushroomed, increasing the standard and the scope for sports, IPL has maintained its top spot - becoming a marketer’s favourite. In addition to its colossal reach, it has also managed to oƒer unique marketing and branding opportunities. With brand associations across sectors - FMCG, technology, auto, FinTech, e-commerce, electronics - the brands in the league’s kitty is copious and diverse.

With just a couple of months left before the IPL-fever kicks in and hijacks conversations, we spoke with Atit Mehta of BYJU’S. The chief marketing o’cer of the edu- tech giant shares his views on the brand’s partnership with IPL, marketing objectives, scope for customisations, yield factor, and more.

12afaqs! Reporter, February 1-15, 2 0 2 0 BRANDS AND SPORTS MARKETING

Edited Excerpts: Our target group is the parents Q. In the realm of Indian who have kids in the age group cricket, IPL has been of 5yrs to 18yrs. IPL is a great a major catalyst in platform for any brand that is sparking conversations. looking to reach a mass audience Do you agree? and who has a pan India Yes, I completely agree. The coverage and penetration. CRICKET, IN GENERAL, PROVIDES IPL is about 60 matches, each of nearly 4 hrs of complete Q. With this partnership, A LOT OF INCENTIVES FOR ADVERTISERS. FOR entertainment and a very high how has your experience level of competitive cricket. been? What kind of EXAMPLE, CRICKET IS AN ADVERTISER-FRIENDLY With all matches in the incentives do you think evening, it looks to be even IPL provides over other SPORT WITH A BREAK AFTER EVERY OVER OR AT bigger and higher viewership Indian sporting events? A FALL OF A WICKET. PLUS THE BREAKS ARE OF and impressions. Also, at the BYJU’S has been associated time of the IPL, there is a lot with cricket from September 45 SECONDS, SO THERE ARE 2 OR 3 BRANDS of chatter not just about the 2015 onwards (when the app games and the players, but also was launched). During an India WHOSE ADVERTISING PLAYS OUT - THEREBY brands. Therefore, if a brand match day or a big IPL match, gets associated with it, lot of we certainly see a rise in our REDUCING THE EBB AND FLOW OF VIEWERS positives rub oƒ and derived downloads as compared to non- benefits can be attained. The ‘IPL cricket days. Other measurable months’ also coincides with the objectives like awareness, closure of the previous academic audience engagement, time year and this augurs well for spent on the app, conversation both of our brands - Disney rates, etc., also have shown an BYJU’S Early Learn for grades 1-3 upward trend. and BYJU’S & The Learning App Q. In the last few years, days in March and April, there for grades 4-12. Cricket, in general, provides a lot IPL has become one of is something that will make of incentives for advertisers. For the biggest marketing you switch on your television Q. Last year you example, cricket is an advertiser- platforms with multi- set once at home. Every other were the Broadcast friendly sport with a break language feeds, live content like News is on the Associate Sponsor for after every over or at a fall of a stream on OTT, etc. app or general entertainment the IPL. What was your wicket. Plus the breaks are of How do you think these content is on OTT platform marketing objective 45 seconds, so there are 2 or 3 benefit marketers - Live sport and cricket are and strategy to connect brands whose advertising plays and how can this be what makes me switch on the and cash-in favourable out - thereby reducing the ebb leveraged? TV set. returns? and flow of viewers. The availability of live cricket Our marketing objective across multiple platforms Q. How do you see was to reach the core mass Q. Customized and multiple languages is a the future of cricket audience which a platform activations during great benefit for brands and unfolding in India? like Cricket or IPL provides. sporting events have marketers. Live cricket on Cricket is not fading away Associating with a series like increased sporadically the OTT platform augments or going anywhere. All of us IPL not only gives mass reach, over the years. What the reach and drives in more used to watch cricket to see coverage and frequency, it are your thoughts on unique viewers, language Sachin or Rahul Dravid bat, also gives a brand credibility this? feed increases time spent as now we watch it for Virat or and presence. For example, Activations are only possible the commentary and cricket Rohit or Dhoni. Tomorrow we only about 80-100 brands are if a brand is either a team graphics are in your preferred will have some new players on IPL compared to regular sponsor or a ground sponsor language which one can read emerging which will take the television where a thousand or a broadcast sponsor. Over and understand. This is a huge sport further and the cycle brands are advertising. As the years, most of the brands innovation in sports, especially will go on. According to me, a marketer, one needs to have taken extra effort in cricket which is driving the future is still very strong look at all aspects, as these leveraging the sponsorship viewership and brands lining for cricket and will only grow sponsorships require a huge which comes at a fraction of up to pick up sponsorship and with more and more countries investment but if the returns the cost to what one pays for signing high-value deals on playing the sport and more and commensurate the investment a sponsorship. In a way, it’s cricket. more platforms showing the - there is good ROI and money good that by sponsoring a big sport. In fact, this year cricket well invested. cricket tournament, the brand Q. As a viewer, what are is looking bigger with IPL, Asia Q. What is the target gets mass reach and coverage you looking forward to in Cup, Women’s World Cup and group that you plan to plus there is an opportunity IPL 2020? T20 Men’s World Cup. Brands tap with an association to create customer delight by I am certainly looking forward will have a lot of opportunities like this? driving in some activation. to IPL 2020. For around 45-60 with cricket in 2020..n

afaqs! Reporter, February 1-15, 2 0 1 9 13 ADVERTISING SWIGGY What the falooda Swiggy? Its latest campaign aims to sensitise customers against the use of abusive language. By Ananya Pathak

hat is your first reaction if we are hopeful that many such users your food order is delayed will relate to it and become more Wor does not touch the conscious of their choice of words.” expectation mark, or a part of it is This however is not the first time missing from the delivered package? the brand has taken an initiative The most obvious answer would be in favour of its customer care - anger. You might call the delivery executives. Its ‘What’s In a Name’ guy back and vent at him or call/chat video, released in November 2018, with the customer care executive urged customers to start calling not to complain. More often than not, just Swiggy delivery partners, but almost unmindfully, we tend to use also their other service partners, by hurtful or foul words, forgetting that About the execution, he mentions the executive is there to help us and that it could have been better. “The more often than not, has least to do screenplay and flow is very patchy with our order. and hence the length has gone out Online food ordering and of hand. This could have easily been delivery platform Swiggy, in a stronger and impactful shorter its latest communication - film with versions running around #WhatTheFalooda, aims to sensitise social. Seems that the brand has customers against the use of abusive strategically thought of creating a language while interacting with single asset so that only a single asset customer care executives through has to be amplified. Convenience chats, calls and on social media. of launching a campaign seems to Conceptualised in-house, the have taken precedence over telling a campaign intends to create empathy strong narrative and story.” for customer care executives who are He points out that the move will at the receiving end of complaints. not solve the issue as the extension The campaign will be hosted on a microsite (https://whatthefalooda. their name. swiggy.com/) from where consumers The opening scene of the ad can download a special plugin for in question reminds us of a film Chrome and Firefox browsers. released by Radio Mirchi – ‘Mirchi This plugin automatically detects sunne waale always khush’ – where profanity in the text while nudging two commuters begin to dance after Customers might unknowingly hurt the emotions of anonymous executives who work round the clock to sort grievances. Through this campaign, many consumers will become conscious of their choice of words. She says one major drawback of won’t be activated on their App or the campaign is the extension being other Apps. “It seems to work a lot users to reconsider their choice of their car crashes. only for desktop. For a brand that’s like Grammarly and hence desktop/ words and replace them with words widely used as a mobile app, creating laptop centric.” related to different types of food like SO, DOES IT WORK? a desktop only extension might not “There could have been a tech Biryani, Idly, Falooda etc. Kruthika Ravindran, senior have been the wisest thing to do. innovation that activates only on the Srivats TS , vice president, manager, TheSmallBigIdea, opines, “However, with the number of customer support chat. Instantly, marketing at Swiggy, says, “Tens “Swiggy sure has found the perfect conversations happening around the changing the mood of chats. That of thousands of users interact with medium to reach out to their campaign, it definitely is a great step would have been a Eureka moment.” customer care executives each day audience - their stakeholders! First, towards creating awareness about the “The flow of the video could have across various organisations. Some with the #WhatsInAName campaign consequences of using profanity.” had more consistency in emotions. of them might unknowingly hurt for their delivery partners, and now Rikin Shah, Group Solutions “In the first situation, the non the emotions of these anonymous with #WhatTheFalooda for their Manager, Schbang, finds the idea of abusive person is confused but in the executives who work round-the- customer care executives.” the film very powerful with a string other instance person was smiling. clock to sort out grievances and “In my opinion, it’s a brilliant insight. “Foul language being used is While the father is frustrated, the son ensure a hassle-free experience. We concept backed by brilliant insight. a common thing but when it comes is happy, which definitely doesn’t tend to forget that they are human But will it solve the problem? That to a customer-brand relationship, capture the right behaviour and the too, and words of profanity can hurt depends on the number of Faloodas things can take a turn of events very psyche,” he quips. n them deeply. Through this campaign, and Biryani Idlis they receive!” easily,” he says. [email protected]

14 afaqs! Reporter, February 1-15, 2 0 2 0 INTERVIEW

SUDHIR SITAPATI “Important for brands to be famous” hen the cover of a book resembles a detergent pack from a TV commercial from the ‘80s, Wmaking a judgment about its contents is easy, never mind old adages that caution us against doing so. The book is ‘The CEO Factory’, the author is Sudhir Sitapati, executive director, foods and refreshments, Hindustan Unilever... the detergent is Surf Excel and the ad is Alyque Padamsee’s ‘Lalitaji’. Sitapati, who joined HUL in 1999 as a management trainee, has, over the last two decades, worked across the company’s personal care, home care, and foods and refreshments divisions. He’s also an executive director on the company’s management committee. Peppered with facts, anecdotes and wisdom, the book is a HUL-lifer’s attempt at decoding the inner workings of his workplace. The book covers subjects like management training, marketing, advertising, media planning, product development, pricing, sales management, cost management, and human resources. Serving its title, the book also looks at Unilever’s contribution to the corporate world in terms of human capital and leadership. Over an email, Sitapati answered a few questions about marketing and communication. Among global marketing leaders across Edited excerpts. companies whose theories resonate with “I feel that medium you? Say, Paul Polman’s view is skewed From 1999 to 2020 - What, in your view, towards sustainable marketing, Marc have been the top three changes in the effectiveness, while true, is Pritchard’s got radical views about agency HUL way of going to market? over stated and there will structures, Keith Weed talks about brand Actually the more interesting question is safety across digital platforms; beyond what has not changed in the HUL way of going always be some media that corporate leaders, there’s a Steven Pinker to market and these are – the importance of reaches every consumer!” way of looking at the world, a Yuval the insight driven big idea, mass media driven Harari lens, a David Deutsch school, a by low cost reach and the continued drive in SUDHIR SITAPATI Ray Kurzweil approach – who inspires reaching more stores. Digital transformation of you? the company in all these areas is a big change. I draw most of my inspiration in marketing and what modern day marketers ought from the ‘problem definition’ way of marketing What are the three most challenging/ to do, read, think and worry about. What taught at IIM Ahmedabad. Our professor, the memorable advertising briefs – ones you to your mind characterises an effective legendary AK Jain, would drill the question wrote, revised, approved, were closely marketer in 2020? ‘What is the problem?’ into us all the time. involved with – of your career? Marketers should continuously obsess about It’s the most important question in marketing. After the initial success of the Puddle War consumer needs and develop brilliant, insightful The focus on defining a problem and solving it film in 2005 and a few of its successors, we products to address them. They should then objectively appeals a lot to me. But two books I thought we were ready to move away from the build famous, loved brands because in most have learnt a lot from are 22 Immutable Laws of Daag Acche Hain idea in 2008. But a brilliant cases it is more important to be famous than Marketing by Trout and Ries and How Brands piece of consumer research gave us a new set persuasive. Finally they should find low cost Grow by Byron Sharp. of fresh insights in the area of ‘what values do media to communicate and these days digital mums look for in kids’. The next film, which often features in the grid. Messages need to be Millions of viewers are giving up watching we call Dogboy, where a young boy empathises impactful and media needs to be at the lowest television. How then should advertisers with a teacher who has just lost her dog, done possible cost! reach this ‘modern media dark’ belt? What’s by Arun Iyer and Balki, is still recalled by the solution according to an executive who’s consumers a decade later. Name three Indian ads, old or new, outside cut his teeth on the medium in question? The Lifebuoy Roti reminder at the Kumbh the HUL universe, that to your mind are I’m not at all sure that millions of viewers mela was an ad which I didn’t brief for but, luckily, case studies in themselves... are giving up watching television. I haven’t in approved. Two relatively newer campaigns I am I think the Amazon ‘Aur Dikhao’ ad cleverly any case seen any such data. But even if that quite pleased with are the Nirali ad on Taj Tea repositioned the e-commerce category from happens marketeers need to continue to focus done by Harshad Rajadhyaksha and Kainaz convenience to range. Asians Paints’ ‘Har ghar on compelling messages and find the lowest Karmarkar from Ogilvy and the Knorr Karan kuch kahta hain’ was extremely insightful. The cost media that reaches consumers. I feel that Johar ad. Whisper school contact programme has been medium effectiveness, while true, is over stated a great example of an effective below the line and there will always be some media that reaches There’s so much literature today about what campaign and Ultra Tech does some great work every consumer! n it means to be a marketer in a digital world on humble wall painting. [email protected]

afaqs! Reporter, February 1-15, 2 0 2 0 15 presents asia

CONFERENCE | EXHIBITION | AWARDS 4th Edition Co-powered by:

Silver Partners:

Presenting Partner:

Bronze Partners:

Co-powered by:

EXHIBITORS

16 afaqs! Reporter, February 1-15, 2 0 2 0 he fourth edition of fetched ADK Fortune a Gold in the vdonxt awards took ‘Social Awareness’ category. place on 29 January Divo won a Gold in the ‘Music 2020 in Mumbai. A part video’ category for its ‘Rowdy Baby’ AMAZON PRIME, of our annual digital entry. NS Ventures won the only Tconvention vdonxt asia, vdonxt awards Gold in the ‘Virtual/Augmented received 214 entries and they were Reality’ category for its ‘Aerial spread across 18 different categories. Virtual Reality Tour For Housing. FIRSTPOST SHINE A total of 46 metals were awarded, of com’ entry. In the ‘Drama’ category, which 14 were Gold, 14 were Silver two Gold metals were handed and 18 were Bronze metals. over; one went to Firstpost for its In the ‘Brand Integration – Web ‘HDFC Mother’s Day’ entry while BRIGHT AT VDONXT Series’ category Firstpost won the ‘Laakhon Mein Ek Season 2’ fetched only gold for its ‘Vanity Diaries’ entry. OML the other one. The final Gold The same entry won a Gold in the metal was handed over to Standard ‘Lifestyle’ category too. In the ‘Brand Images as it won the top spot in AWARDS 2020 Integration – Stand Alone’ category the ‘Documentary’ category for its too only one Gold metal was handed ‘Dharma’ entry. over and it went to Times Internet for The vdonxt exhibition had A total of 46 metals were its ‘Meet The First Female Dare Devil sleek stalls set up by tech firms, Of The Indian Army’ entry. MCNs, web publishers and awarded at the glittering Amazon Prime Video won a Gold other players with interesting metal in the ‘Most Innovative Use new technology that’s driving ceremony of the 4th edition of Of Social Media’ category for its the digital video business today. our vdonxt awards. Maximum ‘Comicstaan 2, APAC’s first funniest The exhibitors this year included “Bot Dust”’ entry. Amazon Prime’s names like CD Networks, Golds were bagged by Amazon Gold run continued in the ‘Best Lotame, video 365, Yuktamedia, Promo for a Show’ category where Silly Monks, One Take Media Prime and Firstpost. The they won two Golds for ‘Made In Co, Hippo Video and Divo. Heaven’ and ‘Mirzapur’ entries. vdonxt asia 2020 was supported ceremony took place in In the ‘Best Viral Video’ category, by partners like: VOOT (Presenting Mumbai on January 29. the only Gold went to ADK Fortune for Partner), Firework (co-powered by its ‘#PregaNewsMeansGoodNews’ Partner), Akamai, ZEE5, PubMatic, By News Bureau entry. Times Internet won the only and Nielsen (Silver Partners); Adobe, Gold in the ‘Comedy’ category comScore, Hoichoi, Limelight, RED for ‘MensXP Old Famous Honest FM and Vidooly (Bronze Partners).n Reviews – Saaho’. The same entry [email protected]

afaqs! Reporter, February 1-15, 2 0 2 0 17 2020 winners at a glance...

CATEGORY CAMPAIGN NAME WINNER METAL Best Promo for a Show Amazon Original - Made in Heaven|Official Trailer Gold Amazon Prime Video Best Promo for a Show Amazon Original - Mirzapur|Official Trailer Gold Amazon Prime Video Best Promo for a Show Amazon Original - The Family Man|Official Trailer Bronze Amazon Prime Video Best Smart-Budget Show/Film Goodbye Love Silver MensXP Best Smart-Budget Show/Film Just Another Love Story Bronze MensXP Best Use of Aerial Videography Plush Places – Adventures in Oman Silver Plush Pictures Best Use of Aerial Videography Kashmir Dreams Bronze MensXP Best Viral Video #PregaNewsMeansGoodNews Gold ADK Fortune Best Viral Video #SaareMaelDhoDaalo | Eid 2019 | Ghadi Detergent Silver ADK Fortune Best Viral Video Manforce Shut The Phone Up 2 Bronze ADK Fortune Brand Integration – Stand-Alone Meet The First Female Dare Devil Of The Indian Army Gold Indiatimes Brand Integration – Stand-Alone Oh My Ganesha - OMG Silver Indigo Consulting Brand Integration – Stand-Alone #PregaNewsMeansGoodNews Bronze ADK Fortune Brand Integration - Web Series Vanity Diaries Gold Firstpost Brand Integration - Web Series An Indian Abroad Silver Tripoto Brand Integration - Web Series You Got Chef’d Season 1 Bronze Pocket Aces Brand Video – Long (30 seconds and over) Manforce Shut The Phone Up 2 Silver ADK Fortune Brand Video – Long (30 seconds and over) #SaareMaelDhoDaalo | Eid 2019 | Ghadi Detergent Bronze ADK Fortune Brand Video – Long (30 seconds and over) UrbanClap Mother’s Day - Give Your Mom The #LongDueRest Bronze Cellar Door Productions Comedy Old Famous Honest Reviews Gold MensXP Comedy Sushi by Biswa Kalyan Rath Silver OML Entertainment Comedy Mahishasur Pala 2019 Bronze ABP Documentary Dharma Gold The Standard Images Co. Documentary Gully Life - The Story of DIVINE Silver Supari Studios Documentary K Se Krime Documentary Series - Inspired by Mirzapur Silver Amazon Prime Video Drama HDFC Mother’s Day Gold Firstpost Drama Laakhon Mein Ek Season 2 Gold OML Entertainment Drama Soulmates Bronze Times Network Digital Drama The Holiday | The Zoom Studios Bronze Zoom Lifestyle Vanity Diaries Gold Firstpost Lifestyle Foodie & The Feast Silver Times Network Digital Lifestyle What’s The Problem With Men’s Makeup? Silver Indiatimes Most Innovative Use of Social Media Comicstaan 2|APAC’s First Funniest ‘’BOT DOST’’ Gold Amazon Prime Video Most Innovative Use of Social Media LUV KUSH Silver Viacom 18 Most Innovative Use of Social Media Oh My Ganesha - OMG Bronze Indigo Consulting Music Video Rowdy Baby Gold Divo Music Video Mahindra Scorpio - Dhaakad Bronze Flying Cursor Interactive Music Video XUV Badshah Bronze Flying Cursor Interactive News and Features ‘Is She a Terrorist?’ Asks Mother of J&K’s Youngest Pellet Victim Silver The Quint News and Features Chhattisgarh Election: ‘Newton Wale’ village is in trouble in Bastar Bronze The Quint News and Features Can India Tackle Its Water Crisis? Bronze Indiatimes Social Awareness #PregaNewsMeansGoodNews Gold ADK Fortune Social Awareness Arré Presents India Without Water Silver Arré Social Awareness The Minimalist Dabao Bronze The Minimalist Virtual/Augmented Reality Aerial Virtual Reality Tour for Housing.com Gold NS Ventures Virtual/Augmented Reality Hand in Hand: A story of faith and friendship at Kumbh Silver BBC News

The Jury

Abhishek Joshi MX Player Abhishek Rege Endemol Shine India Ajay Gahlaut Publicis Worldwide India JUDGING CRITERIA Ashish Chakravarty Mccann Worldgroup Elizabeth Venkataraman Kotak Mahindra Bank THE JURY WAS ADVISED TO KEEP IN MIND THE FOLLOWING PARAMETERS BEFORE Harish Narayanan Myntra Jabong JUDGING THE FINAL IMPACT: Kailash Picture Company Kailash Surendranath Uniqueness of the idea: is it memorable? Kaushik Prasad Ford India Quality of craft: the aesthetic in filmmaking. Krishna Mani Ogilvy & Mather Execution: implementation of the idea. Manish Bhatt Scarecrow Communications Engagement: will viewers watch the whole Rajdeepak Das Leo Burnett film? And maybe even watch it again? Sagar Kapoor Lowe Lintas For Brand Integration the jury additionally Sandeep Shukla Jaquar considered if the brand became one with Santosh Padhi Taproot Dentsu the story. Sapna Arora OLX Satish Upadhyay Amazon Senthil Kumar Wunderman Thompson Sunil Suresh Make My Trip Group Suresh Eriyat Studio Eeksaurus Productions

18 afaqs! Reporter, February 1-15, 2 0 2 0 WHO WON WHAT Cheers to the Gold catergory winners...

Indiatimes wins Gold for Meet The First Female Dare Devil Of The India Army in Brand Integration - Stand- Alone category

Firstpost wins Gold for Vanity Diaries in Brand Integration - Web Series catgeory

Amazon Prime Video wins Gold for Comicstaan ADK Fortune wins Gold for MensXP wins Gold for Old Famous Honest 2 - APAC’s First Funniest ‘’BOT DOST’’ in Most #PregaNewsMeansGoodNews in Best Viral Video Reviews in Comedy category Innovative Use of Social Media category category

Divo wins Gold for Rowdy Baby in Music Video ADK Fortune wins another Gold for #PregaNewsMeansGoodNews in Social Awareness catgeory category

afaqs! Reporter, February 1-15, 2 0 2 0 19 Firstpost wins another Gold for HDFC Mother’s Day in Drama category NS Ventures wins Gold for Aerial Virtual Reality Tour for Housing.com in Virtual or Augmented Reality category

Silver Partners:

The Standard Images Co. wins Gold for Dharma Presenting Partner: Firstpost wins another Gold for Vanity Diaries in Lifestyle category in Documentary category

MEET THE SPONSORSSilver Partners: Bronze Partners: Presenting Partner: Co-powered by:

story to tell the brands that want to engage with a discerning and aspirational audience. Brands have always been cautious about safety Bronze Partners:and security concerns around short video platforms that have largely been insensitive to communities in many ways. With a multi-layer, AI CONTENT MODERATION & CURATION IN SHORT and human integrated content moderation system, Firework have put Voot isCo-powered India’s second by:largest digital video-on-demand streaming service VIDEO PLATFORMS: PAVING THE ROAD FOR together a stringent process to allow any content to go public. from the house of Viacom18. With a DIGITAL INCLUSION Until now content has been restricted to silly brainless memes and content library of more than 65,000 we have now changed that. Catering to a wide variety of audiences hours across Viacom18’s network We are a country that increasingly want to express our opinion in a from Tier 1 to 4 cities in India, short video platforms have of course content, exclusive content around meaningful and engaging way. And that has led to the growth of short witnessed a surge of both creators and audiences, however, it all has network shows and Voot Originals, video platforms in India. From a creator perspective, Young India wants been too repetitive. India is beyond this ‘herd mentality’ and chooses the platform caters to varying needs to explore alternate story-telling methods that suit the millennial to make distinct choices. This gives short video platforms a compelling of discerning audiences across behavioral patterns. Through feature-packed short video platforms reason to innovate and ensure the content is meaningful, moderated segments. With 100 million monthly users are expressing their mood and opinion in a very creative manner. and curated. active users, Voot is the country’s With Firework we have brought innovation in professionally produced most engaging platform in the While India may have clocked billions of hours on short format apps content-in the shorter format. With better produced short videos, ad-supported service space. Voot and spend 3 hours daily on their smartphones, it becomes equally Firework today is catering to a discerning urban audience that neither continues to take the leadership important for short video platforms to responsibly showcase better, has the attention span or time to go through hour-long debates, drama mantel on innovation, across content, intelligent and refined content. While the Government strives to sync or comedy. While the young Indian audience today is intelligent and technology and marketing initiatives, with globally digital empowerment programs, maturity in personal aware, Firework offers them content that truly complements their aimed at providing an immersive usage patterns will surely take time and needs to undergo a change to intellect and drives engagement in a meaningful way. experience to its users. experience true digitisation. And the least we, the short video sector That leads me to believe that we now have a very compelling can do is to participate in this much-needed shift.

20 afaqs! Reporter, February 1-15, 2 0 2 0 MEET THE SPONSORS SilverSilverSilver Partners:Partners: Partners:

PresentingPresenting Partner: PresentingPartner: Partner:

CREATE THE WORLD’S BEST AND Nielsen Holdings Plc (NYSE: NLSN) is a global PubMatic is a digital advertising technology measurement and data analyticsBronze company Partners: that MOST SECURE DIGITAL EXPERIENC- company for premium content creators. The provides the most complete andBronze trusted view Partners:available PubMatic platform empowers independent app ES WITH AKAMAI of consumers and markets worldwide.Bronze Nielsen Global Partners: developers and publishers to control and maximize Media, the arbiter of truth for media markets, provides their digital advertising businesses. Co-powered by: We give you the edge. The edge — it’s the next frontier media and advertising industries with unbiased and of business innovation. It’s where users connect, where reliable metrics that create a shared understanding of PubMatic’s full-stack SSP and omni-channel Co-powered by: digital life is experienced, where clouds, devices, and the industry required for markets to function. solutions allow for the unification of both direct and Co-powered by: vast streams of data come together. And it’s where indirect programmatic sales channels so publishers any company that wants to compete and win needs to DIGITAL MEASUREMENT can regain control of their monetization, while be. With the unparalleled scale and resiliency of more In today’s media ecosystem, the world of digital our suite of real-time analytics and unique access than 240,000 servers in over 130 countries, you get advertising is more complex than ever. While the to valuable data sets empower clients with the uninterrupted customer experiences, intelligence to marketplace has made great strides in tackling information they need to drive their programmatic optimize devices, and capacity to move huge volumes challenges related to viewability and fraud, building strategies. Our audience insights and sophisticated of data and content — whether broadcasting to the comparable measurement between digital and other algorithms enable top-tier monetization across largest audiences or personalizing for each individual media remains a work in progress. devices, ad formats and channels. user. Even when the stakes are highest — when you’ve got one chance to get it right when the whole world Nielsen Digital Ad Ratings provides a comprehensive, PubMatic’s publisher-centric approach enables is watching — the size and reliability of the Akamai next-day view of an ad’s audience across computer, advertisers to maximize ROI by reaching and cloud delivery platform means we’ll deliver your mobile and connected devices. By combining engaging their target audiences in brand-safe, critical content with consistency, quality, and security aggregated, anonymous demographic information premium environments across ad formats and across every device, every time. When it comes to from participating online data providers with high- devices. We help publishers maximize yield through digital experiences, security is non-negotiable. As the quality Nielsen panel and survey data, Nielsen Digital programmatic selling while offering marketers largest distributed platform operating at the edge of Ad Ratings delivers several advancements critical to with unique access to high quality inventory. Our the Internet, Akamai provides a defensive shield built improving transparency, efficacy, and consistency in comprehensive revenue management solutions and to protect your websites, mobile infrastructure, and your online advertising campaign. expert service place monetization back where it API-driven requests. Via 24/7 monitoring, we collect belongs: under the publisher’s control. Consumers engage with digital content across many and analyze terabytes of attack data, billions of bot With a long-term focus on building solutions that requests, and hundreds of millions of IP addresses to platforms, so it’s imperative that market participants have clear knowledge of their total content solve the most pressing industry problems, the solidify your defenses and keep you informed. And purposeful emphasis on a company culture which we never stop innovating to stay ahead of the latest consumption. Digital Content Ratings provides that insight by including program and episode-level video results in committed employees whose focus is threats including malware, phishing, data exfiltration, on innovation, success and fun, and the creation DDoS, and other advanced attacks. ratings and static content ratings for web pages and app sections. The solution also offers custom of efficient, global infrastructure, PubMatic has About Akamai reporting capabilities that facilitate a thorough remained at the forefront of sell-side technology aggregation of digital reach, audience and time spent innovation since 2006. Headquartered in Redwood Akamai secures and delivers digital experiences for the across platforms. City, California, PubMatic operates 13 offices and world’s largest companies. Akamai’s intelligent edge nine data centers worldwide. platform surrounds everything, from the enterprise MEDIA ANALYTICS to the cloud, so customers and their businesses can be fast, smart, and secure. Top brands globally rely on India is the only large market where all media - Akamai to help them realize competitive advantage traditional and digital are growing. The media mix through agile solutions that extend the power of their has undergone a fundamental shift in the last couple multi-cloud architectures. Akamai keeps decisions, of years with changes in media consumption led by apps and experiences closer to users than anyone — digital. Hence the evaluation of the impact on brands’ and attacks and threats far away. Akamai’s portfolio KPIs due to various kinds of digital media is essential of edge security, web and mobile performance, today. enterprise access and video delivery solutions is Nielsen’s Custom Mix Modeling solution evaluates the supported by unmatched customer service, analytics effectiveness and return on investment (ROI) for every and 24/7/365 monitoring. To learn why the world’s type of media spend for FMCG brands. This solution top brands trust Akamai, visit www.akamai.com, blogs. helps advertisers evaluate ROIs of digital publishers akamai.com, or @Akamai on Twitter. at the same levels as done for traditional media. Based on a higher frequency of sales offtake data, this solution provides advertisers with an easy solution to evaluate various digital strategies, formats, etc., on a test & learn basis, over a short period of time. Nielsen Smartphone Analytics enables marketers to understand their audience’s overall smartphone consumption habits and behavior. It also provides an in-app understanding for key categories like e-commerce and VOD, leaving Marketers with a better understanding of their users and a view of competition. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population.

afaqs! Reporter, February 1-15, 2 0 2 0 21 MEET THE SPONSORS

Silver Partners: ZEE5’s UNMATCHED INDIA GROWTH STORY; Rangbaaz Phirse was the 1st franchise that was launched after the sweeping success of the first season and was an instant CONTINUES TO REIGN THE INDIAN DIGITAL success garnering the highest video views and viewers on ENTERTAINMENT PLATFORM the day of launch for any show. In addition, blockbusters like Presenting Partner: Jabariya Jodi, Judgemental Hai Kya, Dream Girl, Saandh ki Essel Group’s OTT platform, ZEE5, has shared some of its Aankh got an overwhelming response on the ZEE5 platform. key highlights from its Q3 FY’20 performance. In the said quarter, ZEE5 has recorded a peak DAU (Daily Active Users) During this quarter, ZEE5 also launched a refreshed version of base of 11.4mn in December 2019. The platform clocked an ZEE5 Progressive Web App (PWA) to enable a fast, engaging average of 140 minutes of watch time per viewer which is and immersive user experience. This allows a user to have a 1.2X of the last quarter. Disruptive product & technology similar experience as an app on mobile without having to go enhancements like the recommendation engine, auto preview through the entire journey of downloading the app. There is of content, leading content in the form of originals and an “Add To Home Screen” feature which allows the user to Bronze Partners: blockbuster digital premieres, the launch of the PWA in the add ZEE5 to their home screen and access it straight from latter part of Dec,Silver some advance Partners: features in the KaIOS app Silverthere. Partners: have been some major contributors to this increase. ZEE5 is one of most widely distributed and available Co-powered by: The platform released 26 Original shows and movies in 6 entertainment platforms due to extensive partnerships with languages during the 3 rd quarter, producing 10x times more telecom operators, OEMs, ISPs, and e-commerce platforms. Presenting Partner: Presenting Partner: originals compared to any other OTT platform. 14 of these During the quarter, ZEE5 partnered with Tata Sky Binge and 26 shows were in regional languages making the platform IRCTC, accelerating subscription growth. It is the only OTT the undisputed leader in the south market, yet again. “We platform to integrate with IRCTC. To leverage the rapidly continue to invest in original content for ZEE5, to create a rich growing penetration of smart TVs in India, the platform has content library that will make it a really compelling offering inked deals with leading Smart TV brands for placement of for consumers,” said, Mr. Punit Goenka, ZEEL MD and CEO. hotkey on their remotes. Bronze Partners: Bronze Partners:

Co-powered by: Co-powered by:

As a pioneering audience measurement company, Comscore was founded hoichoi is a leading OTT platform for the Bengalis residing all over the World. With a library of over 800 with a mission to solve complex challenges in the media ecosystem. Bengali Movies, hoichoi also showcases exclusive Original Shows with a promise of adding new shows Today, that challenge includes accurately measuring audiences in an every month. There’s more – Hoichoi Films, Shorts, Documentaries and World Digital Premieres, and free increasingly cross-platform world and Comscore is responding to that music streaming feature. challenge with a wide range of products across many markets. For the movie buff in you, who have watched a film a dozen times, and still look forward to the next Media disruption has upended the way marketers and media companies rerun. For the music lover in you, who is filled with nostalgia from the very introduction of a song. For the connect with audiences to drive growth. To make decisions with Bengali in you, who is immediately reminded of “dhaak” and “dhunuchi” at the sight of “kaash phool”. confidence, the world’s leading businesses need an independent partner for understanding consumer behaviour across platforms. That is where hoichoi is a tribute to the love received from audiences through the last two decades. Whether you are Comscore is innovating to help clients worldwide across all industries, from Bengal or not, whether you live in Bengal or not… with hoichoi, you can now watch and enjoy non- including leading media properties, brands and advertisers, connect the stop Bengali entertainment online… anytime, anywhere! dots to grow their businesses. Founded in 2017, it is SVF New Media’s maiden venture. hoichoi is headed by Co-Founder Vishnu Mohta Headquartered in Reston, Virginia, USA with offices around the world, who is also the Executive Director of SVF. Comscore is the trusted currency for planning, transacting and evaluating Why hoichoi? media across platforms. Its solutions are broken into three categories: • Content Library – the largest collection of the best in Bengali entertainment content with Original 1. Ratings and planning: Solutions to help media buyers and sellers Web Series, Films, Shorts, over 700 acquired movies and 1000+ songs in their free music streaming reliably measure audiences and content in a cross-platform media feature. environment. • AD free Seamless Viewing Experience - Unlimited HD video streaming. • Multi-Device Capability – hoichoi app is available for download on Android and iOS. It supports 2. Analytics and optimisation: Solutions to help marketers optimise and viewing across all popular platforms - Mobiles, PCs, Laptops and Tablets. It is available on Apple TV, evaluate media and marketing investments to drive accountability and Fire TV, Android TV, Roku, Mi LED TV and, is AirPlay enabled. impact. • Download Now, Watch Later - Offline download facility available for content. • User Interface – Subscribers will enjoy a smooth user experience, with a well-designed interface 3. Movies reporting and analytics: Solutions to help distributors and and appropriate classification of content. It’s a dual feature - available in both English and Bengali. exhibitors inform key decisions in the lifecycle of a film to maximise box • English Subtitles can be opted for while playing the content. office sales. • Multiple Payment Options, carrier billing coming soon. As the industry grows in complexity and content continues to proliferate • Programmatic Search Engine – gives accurate search results and relevant autocomplete suggestions across platforms, cross-platform measurement becomes a critical asset in an instant. for making business decisions with confidence. Both media buyers • Competitive Subscription Rates – For 1 Year: one simultaneous stream (Rs. 499) and two and sellers are increasingly asking for unbiased, stable third-party simultaneous streams (Rs. 699) measurement to not only reduce friction in the marketplace but to also • International Rates: Monthly - $7.99 & Annual - $49.99 help grow their businesses. As such, there is a big opportunity to lift the • A Geocentric homepage as it is a worldwide App. industry up through better cross-platform measurement. Cross-platform The concept of ‘OTT Firsts’ implemented by hoichoi- measurement is necessary when making informed business decisions in • hoichoi launched its own Merchandise Store through shop.hoichoi.tv this year. an increasingly complex media environment. • Started the initiative of local payments in Bangladesh and soon to be introduced in UAE. Reaching the right audience is key to any successful campaign. With • Introduced Offline Subscription Cards for offline payment mode for their users. Comscore, clients can leverage industry-leading audience measurement hoichoi has so far released over 40+ episodic Original series with 30 more planned for 2020. Their 50th to ensure that their campaigns hit their targets, optimise for reach Original started streaming from this January, hoichoi being the first regional OTT platform to stream 50 and frequency, and provide an unduplicated view of cross-platform Originals within 2 years of its launch! performance.

22 afaqs! Reporter, February 1-15, 2 0 2 0 SilverSilver Partners: Partners:

PresentingPresenting Partner: Partner:

Silver Partners:

Presenting Partner: BronzeBronze Partners: Partners:

Co-poweredCo-powered by: by: Bronze Partners: MEET THE SPONSORS

Co-powered by:

In a digital world with no patience for slow or unreliable digital experiences, the processing and delivery of your digital assets have to be fast, reliable and secure. Limelight’s powerful edge services platform is uniquely able to deliver on these expectations by Vidooly was conceptualized and launched in leveraging our global private IP network, intelligent 93.5 RED FM is an Indian FM radio network which is November 2014 by Subrat Kar, Ajay Mishra and software and world-class service and support. one of the largest and most awarded private radio Nishant Radia as an online video intelligence and networks in India. RED FM is present across 66 cities analytics platform for content creators, brands, Fast, Reliable and Secure Private Global Network with 68 stations. As per the IRS Q3 2019 survey, RED multi-channel networks, agencies and media Limelight has one of the world’s largest, private global FM and Suryan FM combined ranked number 1 with companies and each of these serves as a separate networks, enabling you to bypass internet congestion a listenership of 5.04 crores. The network broadcasts product line. They had one simple goal in mind; to and avoid many security potholes. Optimized for the content in various Indian languages including likes revolutionize the video analytics ecosystem on a highest performance, our infrastructure includes: of Hindi, Punjabi, Bengali, Telugu, Tamil, Marathi global level. • 70+ Tbps egress capacity and 100GbE private and Malayalam. It is based on the internationally fiber backbone connected to 1,000+ ISP and successful CHR (Contemporary Hit Radio) format and In the course of just 5 years, Vidooly has become last-mile networks plays only Super Hit music 24X7. an industry benchmark by evolving into being just • 130 Points of Presence around the world, unlike a video analytics company to an organisation that With a brand philosophy of ‘Bajaate Raho’, it not just produces real-time actionable insights which is used other cloud solutions that restrict your presence plays superhit music but has also always challenged to a handful of datacenters by customers for content strategy, optimization, the ordinary and things that affect society. As a brand, competitor benchmarking, media planning & other • Dense architecture with industry-leading 98% it has always questioned the wrong in society. Being cache-hit efficiency video marketing efforts across all major social the ‘station of expression’ it has been giving a platform platforms. • Industry’s highest performing origin storage to listeners to speak their minds. As a provocative solution entertainer, RED FM continues to take tongue-in- Vidooly’s AI and Machine Learning technology has • Global edge processing capabilities that enable cheek dig at everything that bugs its listeners through been quite impactful in transforming the digital real-time applications and workflows its various award-winning campaigns and initiatives video marketing space. like, ‘Bajao for a Cause’, ‘Don’t be Horny’, ‘Bahot Kiya Software Stack Optimized For Performance Sammaan’, etc. Also, Vidooly has been exploring its tracking of • Unlike other providers, Limelight has developed other digital video platforms beyond social media and optimized its own software stack to Over the years, RED FM has won 431 awards for platforms. Not only this, constant strategies by the deliver industry-leading performance over any innovative campaigns across various forums including company to create new age reports have made it connection type with a fully-integrated suite of BEST BRAND, BEST FM STATION & BEST RJs, one of the most reliable sources when it comes to software services. Features include: EMVIES, ABBY’s, Goa Fest, New York Radio Festival, data reports for the digital video landscape which • Integrated video packaging, delivery, and Online IRF and Golden Mikes. In 2019, RED FM bagged the are widely accepted by the media and advertising Video Platform prestigious ‘Best FM Network’ at India Radio Forum industry. • Sub-second real-time live video streaming and ‘Radio Station of the Year’ at Asian Customer • Unique high-speed purge with integrated Engagement Forum Awards. reporting and the ability to remove >1 billion RED FM recently ventured into promoting and objects globally in less than a second supporting independent music and artists across the • Global WAF and DDoS protection on a 100% country. RED FM is working towards bringing newer TLS/SSL-enabled network for secure delivery formats to launch fresh music and further strengthen without sacrificing performance the community of independent artists. With some of the prominent initiatives like RED Indies, Indie Hain Free Access to World Class Service Hum and RED Indies Debut the radio station has • If you encounter a problem, you should be able created a separate vertical that focuses on bringing to talk to a human - and a competent one at out the best of regional independent content. that! At Limelight, every person is committed to delivering a better experience for you and The radio station has a very strong presence across your customers, which is just one reason our digital and social media platforms. RED FM also customer satisfaction scores continue to reach operates an experiential vertical, RED LiVE, having new highs year after year. Limelight services done successful IPs and events like Riders Music include: Festival, Swag Fest, Marathi Film Festival, Southside • Free, unrestricted access to live technical support Story, Yellow Taxi Music Project and many more. • A 24/7/365 global Network Operations Center • An award-winning Professional Services team with extensive expertise solving complex integration challenges • Responsive service and support teams with proven experience helping customers successfully deliver some of the internet’s largest events

afaqs! Reporter, February 1-15, 2 0 2 0 23 ADVERTISING

ASUS Going ‘over the edge’... Chat with Paramjeet Singh Mehta, marketing head, PC and gaming, Asus. By Abid Hussain Barlaskar

he latest ad campaign for the newly launched Asus TZenBook Pro Duo is inspired by an occurrence from five centuries ago. Portuguese explorer Ferdinand Magellan set out to circumnavigate the earth in 1519. In doing so, Magellan disproved the theory that the Earth was flat and this voyage became popularly known as ‘going over the edge of the world’. The new Asus laptop features a 14-inch full HD display along with a secondary 12.6-inch touchscreen display called ScreenPad Plus. The secondary screen can be operated independently or as an extension of the main screen. work, my usage of the phone has view laptops as bulky and heavy. The The ad equates the new feature with been limited to calls since I started biggest ask today is light devices. The the original ‘going over the edge’. using the laptop, the second screen next is battery life since the capacity of The ad film has been crafted by FCB serves as an alternative for apps like smartphones have evolved parallely. Ulka. WhatsApp and CricInfo,” Singh The third and relatively small ask is The new product is, in a way, adds. the latest technology. This reflects the brand’s flagship model (priced However, while the campaign has in our lineup of products and 90 per at Rs 2.5 lakh) at the moment. The been crafted by an Indian agency, it cent of them fall in the thin and light laptop segment is divided into entry looks like it were designed for a larger category,” he explains. level (priced at Rs 18,000-30,000), global audience. “We plan to use the 30-35 per cent of Asus’ business the mainstream (Rs 30,000-5,000), campaign on digital platforms in the happens on e-commerce platforms high end (Rs 50,000-90,000) and APAC region (Australia and South and the direct rating and review premium (beyond Rs 90,000). It is East Asia - barring China). We are mechanism on these platforms has again segmented into the consumer now planning to procure the TVC changed the scenario. “There has segment (for performance and rights for the entire region,” Singh been a major shift from the previous computing) and the gaming segment says. peer to peer knowledge sharing. (priced at Rs 50,000 to a few lakh The campaign has been Consumers today go with online rupees). The volume of the Indian launched with two key purposes - “Consumers today reviews and most of our devices consumer PC market is close to four to boost brand awareness and to go with online have a 4+ rating (out of 5). Even million units (sold per year) and is educate consumers about the new then, there would be a huge gap reviews and most of between a rating of our 4.1 against a An average buyer would spend almost three competitor’s 4.5,” Singh says. our devices have 4+ About the brand’s e-commerce months on research. That’s because a laptop rating.” advertising, Singh says that Asus uses search advertising on Amazon is a high-priced device , little information PARAMJEET SINGH (Amazon marketing services/Amazon available in social circles. search) and Flipkart (PLA - Product Listing Ads). “We normally invest there and it is similar to Google 1.5 times the number for commercial innovation. “Most laptops, barring known convention. While there were Search ads where we target the pool PCs. The average selling price of a gaming devices, have a similar look different ideas, the Megellan idea of interested customers,” he explains. consumer PC is around Rs 32,000. and feel. And it has been so for the stood out for 2 reasons - the sheer The trick is to be there at the right The market witnessed a degrowth of last four to five years. We wanted to scale and audacity of the act itself place at the right time. Singh says, over 10 per cent in 2019 making the go above and beyond,” he adds. and the fit with the Asus journey of “There is a 13-week customer buying sales numbers fall a bit below four Kulvinder Ahluwalia, president, breaking convention and offering an cycle. An average buyer would spend million. Around 85 per cent of the FCB Ulka says, “The strategic innovation in a category that has not almost three months on research. It total consumer PC market is laptops. decision that we took was, to sharply seen much differentiation in the last is because a laptop is a high-priced But why add another screen focus on the innovation of the 4K few years,” Ahluwalia adds. device and unlike mobiles, there is to a laptop? It wasn’t about high second screen and not be about Speaking of laptop buyers and the little information available in social performance, reveals Paramjeet ticking all the features. That defined Indian PC market, Singh says that circles. They spend a lot of time on Singh Mehta, marketing head, PC the starting point of the creative the penetration of consumer PCs the internet, e-comm sites, reading and gaming, Asus India. “Currently, idea.” in India is only at four per cent and reviews, etc.” although a laptop is a multi-tasker, it “Magellan came into the the life-cycle of a laptop is around There has also been a paradigm still does only one thing at a time on picture because his journey was five years. 55 per cent of the total change in after sales services with a screen. We have to keep switching a representation of what happens purchase volume are second time PC reduction from the former be four to between the screens on our PC and when one does something for the buyers. “The repeat customers who five days’ duration to two days. Asus smartphone. Personally, while at first time, does something against bought the last PC a few years ago is now trying to put in place a one- continued on page 25 >>

24 afaqs! Reporter, February 1-15, 2 0 2 0 ADVERTISING

IMPERIAL BLUE << continued from page 24 Men Will Be Men Going ‘over... day repair mechanism. The brand assigns two per cent of its revenue for marketing and is inclined towards digital advertising. The brand team is tasked with improving the brand recall with 30 per cent of the budget assigned to ATL (TV and Print advertising). The second target is to improve the brand’s visibility across points of sale like Reliance Digital, Croma and e-tailer catalogues. This eats into another 30-35 per cent of the pie. In case of offline channels, Asus sells across 12,000 retail outlets along with 200 hyper retail outlets. The brand also plans to install in-shop premium display areas across 2000 shops. Apart from this, Asus also plans to increase its exclusive outlets from 100 to 200, of which 20 will be ROG (Asus’ gaming division) gaming stores. The rest of the pie will be assigned to digital advertising. The new campaign has been crafted on The latest ‘Men Will Be Men’ ad for Imperial Blue has been crafted by a project basis. Singh accepts that more two men and a woman at Ogilvy. By Abid Hussain Barlaskar brands are choosing the project route and says that there are two key reasons – more ernod Ricard’s ‘Music CDs’ arm Seagram’s observations and stories from the men in my own of the budget is moving to the digital side Imperial Blue is probably the only brand life, as we sat down to write this year’s campaign. of things and brands are becoming more Pwhich has featured men in the maximum And it worked very well,” Sharda adds. agile in terms of their spends. “The fixed number of life situations in its campaigns. Men “Every ad that we have done resonates with expenditure of an agency into the P&L insave found place in the brand’s ‘Men Will Be real life incidents,” Gahlaut had told us in 2017, account of a brand is being readily changed Men’ campaign over the years. (Well, that’s the in the context of the ‘Imperial Blue’ commercials to ‘whenever required’ sort of a scenario. way for a brand which has men of all shapes and launched that year. sizes as its TG.) The latest ‘Men Will Be Men’ ad But what is the ideal frequency of TVCs, i.e., features a hospitalised man (acting unconscious) how can it be kept consistent and not become The biggest ask today is whose heartbeat rises as the lady doctor touches repetitive? Also, what changes once the reins of a him. The ad, like the ones that came before it, is brand’s advertising have changed hands? light devices. The next simple yet makes a mark. Navin Kansal, chief creative officer, 21N78E is battery life since the The central idea of the campaign was crafted Creative Labs, says, “It can be challenging to keep over a couple of decades ago (in the late ‘90s). one central idea alive and kicking. But the beauty capacity of smartphones The hummable tune “Pyaar Ki Rah Par Chalna of ‘Men Will Be Men’ is the timelessness of the have evolved parallely. Seekh....” of the campaign was crafted by former idea. And as long as men will be men, there will Ogilvy hand Ajay Gahlaut. In an in depth interview always be some food (or beverage!) for thought. ” The third is the latest with afaqs! in 2017 when the brand had launched Kansal says, “Comparisons can get odious but technology. three TVCs (Office, Home drop and Plane), the thing with nostalgia is our propensity to look Gahlaut mentioned that women cannot write the back at times that were, with rose tinted glasses. best Imperial Blue films as they don’t think like Yes, those commercials (the older ones) are iconic In this way, brands are able to sustain for men. and have a stature that is very tough to replicate. longer, because they don’t have the liability The new version of the campaign has been KS Chakravarthy (Chax), chief creative officer, of a monthly fee. In a way, if I save up crafted by a team headed by Ritu Sharda, chief Tidal7 Brand and Digital says, “Very often, the two to three months’ worth of fees, I can creative officer, Ogilvy North. Given its history challenge of keeping a single creative idea alive invest in a bigger agency and expect a better and the high bar set for the brand’s advertising, we for many years begins right up front, when outcome. Also, digital has changed a lot of ask Sharda about the challenge. “So much good, you choose to bet on a particular idea. And things, mainline agencies are facing a lot of iconic work has happened on the challenge is deciding if the challenges in covering the digital part. Most this brand that finding a new cut Women can’t write idea has true extendability, for agencies are busy building their digital arms is challenging, but it’s a challenge years and for decades. In the as well. Even retainer accounts are going to you look forward to. ‘Men Will best Imperial Blue case of this campaign though, it digital agencies that are developing films and Be Men’ is proof that a good ads as they don’t wouldn’t have been much of a mainline ideas,” Singh explains. idea evolves with time and stays challenge. In fact, the challenge He explains that in case of projects, a timeless,” Sharda responds. think like men. was probably in choosing the marketer can get more of the creativity, that But how does one find a fresh specific execution with which to is, one can attract more pitches and have ‘men’ case every time? The hummable start - I am sure Ajay Gahlaut, multiple-idea teams. Speaking of the pros of a “Being a woman, it was tune of the copy the original brain behind it, retainer, he says, “With a retainer, you always interesting to bring a different would have already had many have one agency behind you in case something and fresh perspective on this. was crafted by scripts when he first presented needs quick attention. In a project, one has to A woman knows exactly how former Ogilvy it, and would have had to pick wait for 15 to 20 days,” Singh signs off.n a man would think. So, it was one or two.” [email protected] great fun digging into all the hand Ajay Gahlaut. [email protected]

afaqs! Reporter, February 1-15, 2 0 2 0 25 POINTSOFVIEW What is the efficacy of WhatsApp as a medium for ads and marketing? Facebook has been concocting plans to bring ads on WhatsApp. The company has decided otherwise, for now. We explore the efficacy of the messaging service app in terms of advertisement & marketing. By Ubaid Zargar

JAIPAL SINGH, AMOD DANI,, NISHANT MALSISARIA, assistant vice president - account management, executive creative director, vice president – product strategy, Dentsu Webchutney Leo Burnett Orchard DAN Data Sciences

WHATSAPP’S USAGE AS AN DIRECT MESSAGING TO THE CURRENT STATE OF ADVERTISING AND MARKETING CONSUMERS IS SOMETHING WHATSAPP MARKETING ARE TOOL PICKED UP SCALE AFTER MOST BRANDS WOULD ACTUALLY SPLIT INTO TWO THE LAUNCH OF ‘WHATSAPP REALLY LAP UP. FORMS, SMALL BUSINESS VIA FOR BUSINESS’ PLATFORM. IT But would the consumer be interested in ANDROID APP & BUSINESS opened up the opportunity for opt-in this intervention? In the middle of constant API driven. The latter is more effective interactions for brands. It provides for messaging (unlike Facebook messenger), since it is targeted, user consent driven clutter free captive audiences for brands, this intrusion, if not crafted well, would be and can have a conversational bot and therefore, has far better engagement hard a pill to swallow. built on top of it making the overall levels than any other digital platform. It WhatsApp brand communication experience of the advertiser & user lot has been an effective tool for brands to shouldn’t go down the SMS way. The more effective. engage customers in their post purchase communication shouldn’t be so focused on While the global outrage on privacy journey, especially for travel, banking offers and sales that we totally lose out consciousness plays an important role, and e-commerce brands. on the direct interaction and dynamism currently everything on WhatsApp At the core of Facebook’s business that the platform offers. Brands must use is 100% user initiated. Ads mean the is its users. This is the segment which GIFs, videos, emojis and get with the lingo control moves away from the user. has been up in arms against the social to develop a ‘chat-voice’ just like you and Click to WhatsApp ads would be a lesser platform over privacy concerns. I. Unique and distinct so as to not sound impact compared to how marketers use These concerns have not been totally like advertising but chat like a real person. this consent. The factors of promotional unfounded either. User privacy is a People chat with people, not bots. So far, conversations and constant push is policy-grey area globally; policies are brands haven’t really made the most of this where marketers need to draw a line trying to catch-up and define it more opportunity and I think they’ve missed the and give an overall pleasing experiences. objectively. bus as Facebook backs off plans to post Ads This will also help them build a higher Users have started to understand that on WhatsApp. lifetime value customer. there is a cost to using the products Building ads for an encrypted service Majority spike in ad dollar spend and services on digital platforms, which does come with its fair share of challenges, in India is skewed towards topical is paid via access to one’s own data. privacy protection being the foremost. events - festive or seasonality driven. Going forward, ‘trust’ in the platform Marketers would do well to respect Brands would have a great opportunity is going to be a key factor in users’ Facebook’s decision and actively look at to gamify this aspect to not only build adoption. Marketers would also value Facebook’s other opportunities to directly engagement but also drive commerce such platforms more and will be able to engage with its audience. which in most cases is the end goal. derive better value through them.

26 afaqs! Reporter, February 1-15, 2 0 2 0 2016/-(inclusive taxes).

3495/-(inclusive taxes). MOST-VIEWEDADS

AIRTEL SWIGGY APOLLO BAJAJ ALLIANZ For every #Plank you perform, Bajaj Introducing India’s First recharge that gives Imagine walking down a street a couple The ad film features Amitabh Bachchan who Allianz Life will contribute to the you 4 Lakhs HDFC Life insurance! of drivers are hurling food recipes at each tells you how choosing #ApolloChaukhat can training and development of India’s future sports stars. other in agony. Swiggy replaces swear help you make your home stronger and the words with food dishes in this ad film. world greener.

CADBURY SILK RELIANCE SMART INDIA MART OPPO This Valentine’s Day, how far will you go for The cutest battle is about to unravel. India Mart through this ad film positions The ad film features Kartik Aaryan who is love? Well, watch this ad to get an idea. Watch the ad to know how Swami & Sunny itself as an assistant in making seen flaunting a fresh new Oppo f15 mobile come to terms with each other. your work easy. phone. Creative agency: Interactive Avenues Production House

OLA OYO ADITYA BIRLA CAPITAL LAVA The new #ChaabiChurao ad film OYO asks viewers to skip the wheel The ad film highlights how in life or in Showcasing how fake news can have encourages viewers to prevent others from on a drunk new year’s eve. The ad film investments, being resilient and stubborn is violent outcomes, the ad film promotes drunk-driving. encourages people to party hard, but the way forward. fact-checking on social media. prioritise safety.

PULSAR PARLE NETFLIX DBS BANK Pulsar has been around for 18 strong years. Its 2020, and Parle wants you to savor its How often are we thrilled about some The ad film makes showcases a And the brand has dedicated this ad film to 20-20 cookies at every opportunity you get. occasion only to be disappointed by how conversation between a father and a son, celebrate the feat. it unfolds in reality. Here is an accurate at the end of which Sachin Tendulkar walks depiction. in to make the point clear.

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

28 afaqs! Reporter, February 1-15, 2 0 2 0 JOBSWITCH

Post: Account Director that unique touch that makes the Communications Pvt. Ltd. Post: Creative Strategist Company: PMG Integrated good, great Profile: Experience in writing Company: CupShup Communications Pvt Ltd Exp.: 4 to 8yrs. long copy posts, blogs, articles, Profile: Creati-witty (don’t just think Profile: Act as an advisor to clients Location: Mumbai whitepapers. English should be outside the box, think like there is no on marketing communications Email: [email protected]. impeccable - both written and box). Kn(own) your field like it’s on solutions. Manage overall progress ...... verbal. Should be able to do the back of your palm (Basics to as of and development of accounts and thorough research on subjects given yesterday). Be human (AI is cool but projects. Actively establish new Post: Key Account Manager to them. Technical background is we believe emotional intelligence, business leads and develop business Company: Vritti Solutions Limited preferable. critical thinking and logical reasoning proposals. Establish, maintain and Profile:Key Account Manager - Exp : 3 to 4 yrs. is way cooler). Open-minded (All strengthen relationship with existing Sales & Marketing: responsible Location: Bangalore great thinkers were once on the and new clientele for Sales & Marketing, Media Email: [email protected] downside - be open to constructive Exp: 12 to 15 yrs. Planning & Management, Key ...... criticism and tons of new learning) Location: New Delhi Account Management/Client Exp: 3 to 5 yrs. Email: [email protected] Servicing, Business Development, Post : Sr. Visualizer Location: Mumbai ...... Team Management, MIS/Reports/ Company: Thoughtrains Designs Email: [email protected] Operations. Pvt. Ltd ...... Post: Graphic Designer Exp: 3 to 5 yrs. Profile: Creative flair, originality Company: STIR Location: Chandigarh and a story visual sense & strong Post: Senior Copy Writer Profile: We are looking to hire a Email: [email protected] computer skills. Confidence to Company: Street Life Advertising Graphic Designer with 0-2 years of ...... present & explain ideas to client & Pvt. Ltd experience, loads of creative flair, colleagues. An interest in graphics & Profile: Someone who loves and an eye for detail. While here, Post: Social Media Manager typography Visualizer/creative. advertising. Curious, positive and you will have the chance to work Company: Prawal Media Pvt Ltd Exp: 4 to 8 yrs hungry for success. Capable of on projects for some of the leading Profile: Collaborate and maintain Location: Mumbai independently coming up with brands of the world. The roster of close relationships with cross- Email: [email protected] ideas. A good team player. Feels a opportunities extends across domains functional teams to maximize ...... sense of pride in a good campaign. ranging from advertising and digital the impact of social media Must have advertising experience to films and events. efforts by ensuring alignment in Post: Social Media Executive / Social Exp: 3 to 5 yrs. Exp.: 0 to 2 yrs. communications across channels. Media Manager Location: New Delhi Location: Bangalore Analyze and report social channel Company: MX Advertising Pvt. Ltd Email: [email protected] Email: [email protected] and activation performance to Profile: Develop, implement and ...... quantify the effectiveness of manage our social media strategy. campaigns and drive scalable Define most important social media Post: Sr. Accountant / Accountant learnings. KPIs Manage and oversee social Company:Kautilya Multicreation Pvt Exp: 2 to 4 yrs. media content Measure the success Ltd. Location: Hyderabad of every social media campaign Stay Profile: Graduate with a minimum Email: [email protected] up to date with latest social media experience of 7 years will be ...... best practices and technologies. Considered. The candidates must Exp: 2 to 8 yrs. EVEN GOOD CAN! have good working knowledge of Post: Digital marketing Executive / Location: Mumbai GET BETTER latest version of Tally, Accounting Social Media Manager Email : [email protected] Standard, Income Tax and GST Company: Thought Bubbles ...... rules. Profile: Manage the strategy Exp: 7 to 10 yrs. and setup of all paid campaigns. Post: Client Servicing Executive / Location: Mumbai Thorough knowledge of digital Manager (Jr. & Sr. Roles) Email: [email protected] campaigns with planning experience Company: Skyline BDC TO AD ERTISE, CONTACT ...... on Google adwords, SEO, social Profile: An enthusiast with a Shubham Gar media presentations, websites, flair for advertising & marketing Email shubham.garg afaqs.com Post: Group Head - Copy ecommerce, etc. Manage social communication. Excellent in Aakash hatia Company: Quotient media community & facilitate ideas presentations with good command Ph 09 505 122 Communications Pvt. Ltd. to build it. over the English language. Can Email aakash.bhatia afaqs.com Profile: Simply put - Thinking up Exp: 1 to 5 yrs. manage current client requirements jobswitch afaqs.com great ideas and bringing them to Location: Mumbai + new pitches. Brainstorm with the To view other obs in Marketin , life with the power of language. To Email: manoj.motiani@ team for new ideas & insights Media and Advertisin , lo on to give you a slightly more specific thoughtbubbles.in Exp: 0 to 5 yrs. www.jobswitch.in idea, there will be campaigns to ...... Location: Mumbai o in us on facebook.com jobswitch conceptualize, headlines to be Email: [email protected] written, body copy to be crafted and Post: Content Writer ...... twitter.com o bswitch presentations to be created. All with Company: Paradigm Plus Marketing

afaqs! Reporter, February 1-15, 2 0 2 0 29 PEOPLE

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

ADVERTISING MEDIA

GREY group BBH India NBC Universal India Network18 GREY group announced that Ketan BBH India announced the Sangeetha Aiyer has been News18 has seen a meteoric rise Desai, president North & West, appointment of Nivedita Agashe appointed as the head of across languages in users and GREY group India, will be taking on as Creative Director in its Mumbai marketing, NBC Universal revenue over the last 12 months. the role of Group Chief Operating Office. She will report into BBH India. She joins the company To further drive efficiencies across Officer (COO), GREY group India. India’s Chief Creative Officer & from Network18 Digital, where News18 digital properties and to Desai will lead the development of Managing Partner Russell Barrett. she was working as the head of help foster a leadership position GREY’s high-performance, smartly Nivedita comes with 11 years of marketing, digital business. across all languages, Sudipto integrated network offering, true to expansive experience in advertising With an experience over 19 years Nandy has now been elevated to its borderless vision, with enhanced with expertise in developing clutter- across industries, Sangeetha Product Head – General News, creativity, collaboration and speed breaking engaging campaigns. has worked with AETN18 (JV News18.com. to market. between A+E Networks and Holding the position of DDB Mudra Group TV18) for over 8 years. product function for News18 Leo Burnett Venkky as he is popularly known, languages earlier, Sudipto, in Leo Burnett India strengthens joins DDB Mudra Group as SONY his new role, will be driving its senior account management President – 22feet Tribal Worldwide Sony Music Entertainment (SME) forward the mandate to grow the team with 3 new appointments in from KRDS in Singapore where has announced that it is changing its News18 cluster which includes Mumbai - Ashima Mehra joins as he was Director & Partner. He structure in these regions, launching English, Languages and App senior vice president, Maninder has over 20 years of experience in new “hubs” throughout Asia and Products. His primary task will Bali joins as senior vice president some of the most digitally advanced the Middle East, led by execs who be to further propel the current and Sarina Baretto as vice president. markets in Asia including Hong report to the company’s leadership working model in a manner Ashima who joins Leo Burnett Kong and China. in New York. Perhaps the biggest that leverages synergies across as senior vice president brings in change associated with this move is English & Language products valuable perspective in advertising the appointment of well-regarded to drive audience growth and and marketing having worked Wavemaker Indian exec Shridhar Subramaniam usage. His current designation on both the client side and with Wavemaker announced the to the newly created role of president, will see him continue to report to agencies. appointment of Ajay Gupte as chief strategy and market development, Mitul Sangani, COO – News18 executive officer for Wavemaker, Asia and Middle East. languages. Publicis Groupe South Asia. Publicis Groupe India’s Haider Ali Ajay, who is currently COO of Amir, head of its content wing Wavemaker India, takes over from DIGITAL Content Factory, has quit the Kartik Sharma who steps down to company. Haider Ali joined Publicis pursue other opportunities in the Firework to set up Content Factory in 2018. industry. Firework, have roped in Faye D’Souza to present 30 second crisp and He has over a decade of experience to the point news from across the country. in filmmaking and production. The 120 Media Collective Bringing this innovation, Sunil Nair, CEO, Firework India said Kaizad Pardiwalla, former president “Firework’s news segments with Faye D’Souza will be a gamechanger Publicis and chief operating officer at The in the short format video category.” Publicis Worldwide, India has 120 Media Collective has moved on announced the appointment of from the agency. He has founded and Facebook Sanju Menon as chief operating will work as chief executive officer The latest addition to the India leadership team is Avinash Pant, who officer of Publicis Ambience and at KPC - Responsive Creativity, a will take the role of Marketing Director at Facebook India. The role Publicis Beehive. Sanju takes over consultancy. Pardiwalla has nearly of Marketing Director will be a new one at Facebook India, with the the reins from Paritosh Srivastava, 20 years’ experience in the field of mandate to drive the company’s consumer marketing efforts across who recently was elevated to the advertising. In 2016, he joined the the family of apps, including Facebook, Instagram and WhatsApp. role of managing director of L&K 120 media group as the President Saatchi & Saatchi. Sanju will be of Jack in the Box Worldwide and responsible for driving the growth within a year, was promoted to the MARKETING agenda while also providing fresh post of chief operating officer. thinking and impetus to a host of Google Kaul was previously director brands under Publicis Ambience & Rediffusion Publicis Groupe confirmed at Samsung as director of Publicis Beehive. Rediffusion has announced the that Amaresh Godbole, CEO the content and services, Sanju assumed charge from elevation of Kalyani Srivastava Digitas India will be stepping and consumer lifecycle January 2, 2020 and will report as the new head of Mumbai down in March, to join Google. management category. to Srija Chatterjee, MD, Publicis operations. Prior to this Kalyani was Amaresh has been with the Worldwide, India. representing the Chairman’s office company since 2009 and has Ixigo at the agency. been instrumental in scaling Shuchi Chawla, head of Brand Publicis India Kalyani comes with 19 years of up the business in the country. Marketing, ixigo, has moved on Publicis Worldwide India has experience and expertise in Digital from the company. Confirming announced that Neeraj Bassi, & PR, Sales and Marketing, Crompton Greaves the news to afaqs!, Chawla says Chief Strategy Officer & Managing Business Development, Operations Vishal Kaul has joined that she has moved to the US Partner has decided to move on. He Management, Customer Crompton as vice-president and will now be mentoring will be with the agency till the end Relationship Management, Team and PL head of the lighting start-ups, both in the States of March 2020. management across sectors. segment. and in India.

30 afaqs! Reporter, February 1-15, 2 0 2 0 #Foil An Event

fFESTIVALo OF INDIANi LANGUAGESl March 18, 2020 Taj MG Road, Bengaluru

The explosion of media over the past two decades means local stories can be told in local languages at a mass level in ways that was impossible in the past.

In print. On radio. On TV. Online. On digital video. Even on hoardings. As the regional language pipes grow, brands have wonderful new avenues via which they can speak to their consumers. Fes�val of Indian Languages (FOIL) is a conference that will try to paint the linguis�c patchwork that keeps together the magical idea of India.

Are we tapping all the opportuni�es that localisa�on of language offers? What more could we do? FOIL is the first such mul�media conference in the country that explores the power of local languages in mass media.

REGISTRATION OPEN www.foil.media

For Sponsorship: Samarjit Singh: +91-9811436040 For Delegate Registration: Surabhi Pandey: +91-9582004453 | Priyanshi Badoni: +91-7290934958 For Everything Else: Debashish Chakraborty: +91-9811544317 PRIMETIME KE BAHUBALI SHOW

MON-FRI 8.00pm

MON-FRI 10.00pm Source: BARC; TG, Universe 2+; Week: WK’49’19 to WK’3’20; Market: Bihar/Jharkhand U+R; Time Band: 1900-2300, Mon-Sun BARC; TG, Universe 2+; Week: Source:

MON-FRI 7.00pm

No.1 Bhojpuri General Entertainment Channel

@ BIG G ANG A | @ BIG G ANG A | @ BIG G ANG A