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 aordable 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 dierentiator 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 aordable 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 Ocer, 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 eciently and eectively 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 dierence 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-eective 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.