July 16-31, 2015 Volume 4, Issue 4 `100 28 38

INTERVIEW Kirthiga Reddy Why Facebook is pushing its video capabilities. 20

P&G 7+$7 MAYBELLINE Swipe to Spice :,11,1* A digital campaign with a Bollywood-esque touch. 728&+ 32

The story behind Procter & Gamble India’s award-winning Touch the Pickle campaign for sanitary napkin

brand Whisper. PROFILE Namrata Balwani From entrepreneur to entre-ployee.

LIMCA India-specific 6 KINLEY Lasting Truth 14 GOOGLE-TATA TRUSTS Internet Ready 16 MTV SPLITSVILLA Double Bonanza 22

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This fortnight... Volume 4, Issue 4 EDITOR hen you live in a place, you naturally assume that you know the Sreekant Khandekar people around. In a country like India, however, that may prove to be W PUBLISHER July 16-31, 2015 Volume 4, Issue 4 `100 presumptuous. People come from such diverse backgrounds, that they might as Prasanna Singh 38 28 well be strangers. This is especially true when it comes to the matter of taboos – DEPUTY EDITOR where, again, like deities, there are more per sq km than perhaps anywhere else Ashwini Gangal

INTERVIEW SENIOR LAYOUT ARTIST Kirthiga Reddy in the world. Why Facebook is pushing its video capabilities. Vinay Dominic 20 We normally dismiss superstitions as old wives’ tales and get on with life. The P&G PRODUCTION EXECUTIVE 7+$7 shock comes on realising that people around you, people you believe you know and Andrias Kisku MAYBELLINE Swipe to Spice ADVERTISING ENQUIRIES :,11,1* A digital campaign with a understand, act on these patently ridiculous beliefs. How can rational people act Bollywood-esque touch. 32 Aditi Nagpal 728&+ like this, you ask yourself in shock. 99995 03560 (M); 0120-4077803 (O) The story behind Procter & Gamble India’s award-winning Touch the Pickle campaign There is no gender equality here either. More do’s and don’ts govern Indian for sanitary napkin Shubham Garg

brand Whisper. PROFILE Namrata Balwani 81301 66777 (M); 0120-4077819 (O) From entrepreneur to women than do men. Menstruation is an especially sensitive subject and during entre-ployee. Noida LIMCA India-specific 6 that period each month, millions of Indian women are prevented from going about KINLEY Lasting Truth 14 Pradeep Hegde GOOGLE-TATA TRUSTS Internet Ready 16 their lives normally. They are reminded at every step that they are ‘unclean’. (022) 40429702-5 MTV SPLITSVILLA Double Bonanza 22 Sadly, women are often the ones enforcing these primitive rules. Mumbai [email protected] A survey that Procter & Gamble carried out on the subject for its sanitary MARKETING OFFICE napkin brand, Whisper, underlined how orthodox the Indian mind continues to B-3, First Floor, Sector-4, be. It showed that the taboo operated powerfully even among the better educated, Noida-201301. Tel: (0120) 4077800. urban dwellers across India. MUMBAI What I loved about the campaign was its scale, the variety of forms it took, and 501-502, Makani Center, 5th Floor, Off Linking Road, Bandra (W), the participation from women that it sought – and got – along the way. Mumbai - 400050 It is always a good feeling when an Indian campaign wins a major international Tel: +91-22-40429 709 - 712 award but, over the years, I have become sceptical for obvious reasons. Most of SUBSCRIPTION ENQUIRIES Akhilesh Singh the winning entries are seen only by juries, never by consumers. However, the (0120) 4077837 Whisper campaign was a major one that touched millions of lives and attacked [email protected] orthodox beliefs. And, in that sense, it was good advertising for the business of Owned by Banyan Netfaqs Pvt Ltd and Printed and published by advertising. Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063.

Printed at Cirrus Graphics Private Limited B-61, Sector 67, Sreekant Khandekar Noida (U.P.), 201301 [email protected] Cover Illustration Vinay Dominic CONTENTS 40 24

COLORS Entertainment Reloaded This season Jhalak Dikhhla Jaa Reloaded will see Shahid Kapoor as a judge.

MAXUS WHITEPAPER SERIES 10 8 18 New Sports Destination There is life beyond cricket, says Maxus’ Jigar Rambhia.

INDIAN EXPRESS 20 Destination Jaipur RIGHT TO PAY TAX MAHINDRA SONY XPERIA M4 AQUA The paper will be a 20-page The Responsible Citizen It’s a... Two-wheeler Germ of an Idea edition with an up-country Biggies pitch in for Quicko’s The campaign showcases the How dirty is your phone? and city edition. public service campaign. ‘car-like’ features of scooters. Find out from Sony.

afaqs! Reporter, July 16-31, 2015 5 $'9(57,6,1* LIMCA India-specific The soft drink brand has launched a campaign with a completely desi backdrop, showing howw Limca is the preferred drink in unusual and crazy Indian scenarios. By Aakriti Shrivastava

to another level. The campaign iss special because it talks about thee brand promise of ‘quenching thirst’’ by using a strong local insight wee all can relate to, being Indians. Thehe whole narrative is quirky, humorousus and insanely Indian. It is a kindnd of film you would enjoy watchingng repeatedly; a great way to achieve a higher level of brand recall.” Amit Nandwani, executiveve creative director, who has workedd on the campaign, adds, “Thiss commercial essentially conveyss the point while integrating quirkss rooted in Indian culture. The plot iss relatable and drives home the pointt in a light-hearted manner.”

CRITIQUE oft drink brand Limca has launched a ilanjan Dasgupta, executive creative director, campaign with a new pitch, ‘Limca Wali “The campaign NRediffusion Y&R, believes that the ad marks SPyaas’, across TV and digital media. The is special because the brand’s shift to a promising zone. “This one ad has been created by Leo Burnett. Limca is a is much better than the Kareena Kapoor ‘Pyaas lime-based carbonated drink from the house of it talks about the Badhao’ ads. ‘Limca Wali Pyaas’ can become a big Coca-Cola beverage company. brand promise platform being more relatable to today’s India,” Against a typical middle-class set-up of an by using a strong he observes. arranged marriage, the ad, titled ‘Bhaag Bittoo According to Dasgupta, the TG of the brand Bhaag’, depicts how certain happenings are specific local insight.” also seems to have changed, considering the only to India. The ad features a male protagonist RAJDEEPAK DAS imagery and appeal of this ad. “The previous ads named Bittoo running around town buying snacks like the ‘taazgi’ series, looked more premium. This to be served to his sister’s suitor and his family. ad is more realistic and will appeal to all,” he says. The contrasting voice over by Bittoo’s mother, Meanwhile, Suresh Eriyat, founder and as he rushes about, makes the ad comical and creative director, Eeksaurus, is of the opinion that, engaging. All that exertion and heat builds a thirst “This commercial while the TVC captures the feel of the setting that can only be quenched by Limca. The brand’s conveys the point very naturally, the brand may have overdone previous ad featuring Kareena Kapoor, released its presence. He says, “When such a drastically last year, was on similar lines of extreme heat and while integrating different route is being used to narrate a story, you exhaustion, and carried the same tagline. quirks rooted in do not need to put your branding everywhere.” He RajDeepak Das, chief creative officer, Leo also adds that although the story is strong, there is Burnett India, says, “With this campaign, we wanted Indian culture.” a slight disconnect when it comes to convergence to maintain Limca as a part of India’s traditions AMIT NANDWANI to the product. „ and, at the same time, take the communication [email protected]

6 afaqs! Reporter, July 16-31, 2015

$'9(57,6,1* MAHINDRA TWO WHEELERS It’s a... two-wheeler Mahindra Two Wheeler’s new campaign showcases the ‘car-like’ features of its two lead products Gusto and Centuro, with the help of popular Bollywood songs. By Sohini Sen

ahindra Two Wheelers has launched a Bollywood-esque campaign to portray Mthe joys of riding a two-wheeler. The ‘Kisi Se Kam Nahi’ TVC is a multi-product the products. Another insight for Mahindra campaign by the 16.5 billion dollar Mahindra came from the fact that, while the two-wheeler Group, with a special focus on the Gusto scooter segment is the biggest in automobiles, most of the and Centuro motorcycle. The campaign strings innovation happens in the four-wheeler segment. together popular Bollywood songs, as proud By positioning it in this light, the brand is also Mahindra Two Wheeler owners zip around the trying to up its aspirational quotient. According city, much to the chagrin of car drivers. to Shetty, while a bulk of the consumers for the “We created an umbrella thought that engulfs scooter category comes from metros and upper both the scooter and motorcycle segment,” SECs, with women and families opting to buy it, explains Agnello Dias, chairman and co-founder, Dias and Shetty: performance driven the motorcycle is a favourite with mostly men, in Taproot India - the creative agency behind the rural, urban and small towns. Roughly, the TG is film. several shorter films and will run for several the youth between 18-40 years, across SECs. Dias further adds, “The step-motherly months. The film has also been created with songs treatment of two-wheeler rides and riders are “Gusto and Centuro, being our ground-up from regional languages such as Kannada, Tamil, what we are trying to talk about. We could be products, reflect the philosophy of being a full Telugu, Malayalam and Bengali. The campaign has in a car one day and a two-wheeler the next day. range of two-wheelers that have all the innovations. been extended across touch points and mediums That seemed to match what the company had So, we decided to keep them as our lead products,” such as digital, cinema, radio and on-ground. already done in terms of creating features and says Sarosh Shetty, VP - marketing, Mahindra Does the creative execution impress? According innovations.” Two Wheelers. to Prathap Suthan, managing partner, Bang in the The film shows different According to Shetty, the products and features Middle, the strategy itself is wrong. slice-of-life moments, each have come out of a lot of consumer immersions “Why should we compare a bike to a car? It of which focusses on how and meet their unmet needs. “Two wheelers are would be a lie to say this is just like a car. The TG car drivers tend to look rational buys and not impulse purchases; touch for both categories would be different. Scooters at riders. Thanks to the and feel is important in this segment. Thus, we and bikes have completely different reasons to exist innovative features, the will continuously strive to build innovation at a from a car. While it is an interesting commercial, it two-wheeler rider always great value to consumers,” he adds. is a lie and portrays very shallow thinking,” Suthan has the last laugh. The The company is also conducting large scale asserts. „ film will be followed by activations where consumers can touch and feel [email protected]

ARRÉ managing director, UDigital, adds, “Arré was born out of the need to create a truly disruptive digital product. Our philosophy is to Digital Debut continuously challenge the ‘moulds’ of format, media and structure to The digital media venture, UDigital, plans to go create content that is reflective live with a storytelling platform Arré later this of good storytelling in a digital year. By News Bureau environment.” THE LOGO Digital, the digital media the company. he logo and visual identity venture founded by Ronnie Arré will express itself across Tof Arré has been designed UScrewvala, B Saikumar and mediums, from text to graphic and developed by AREA 17, an Ajay Chacko, has announced that art to podcasts and video, in interactive agency based in Paris and it will go live with its digital brand multiple genres. It is working with New York with a work portfolio on Arré later this year. collaborators across the spectrum international brands such as Quartz, Arré is one of the most commonly in developing original content; The Atlantic, Facebook, Pinterest spoken words across India - a from writers, artistes, journalists “Arré was born out of and more. friendly, colloquial term understood and storytellers, to independent The Accent on the é in Arré is as ‘hey’. While its origins are in filmmakers, established production the need to create a reflective of the varied expressions Hindi, it has also been included houses as well as upcoming talent truly disruptive digital and emotions that the brand will in the Oxford dictionary of the in fiction, reality and non-fiction straddle, as well as its international English language as an ‘all purpose genres. product.” outlook.. „ Indian-English interjection’, says B Saikumar, founder and B SAIKUMAR [email protected]

8 afaqs! Reporter, July 16-31, 2015

',*,7$/ RIGHT TO PAY TAX The Responsible Citizen Media and entertainment industry veterans feature in Quicko’s public service campaign conceptualised by Scarecrow Communications. By Ashee Sharma

nly 2.89 per cent of India’s population pays tax revealed a study by Quicko, an Oonline financial service started by Vishvajit Sonagara. To address this issue, the platform kicked off a public service initiative, #RightToPayTax along with Scarecrow Communications and Connect.1, the digital arm of Mukta Arts. It is aimed at motivating people to exercise their ‘right’ to pay tax. Lending support to the cause are media and entertainment industry veterans KV Sridhar aka ‘Pops’ (chief creative officer, Sapient Nitro, India),

execution, is a multi-channel network with YouTube and a digital studio devoted to making content for the internet generation. Manish Bhatt, founder-director, Scarecrow Communications, says that the communication targets all Indian citizens with taxable incomes and aims to garner more public support in future. “We chose to bring on board accomplished industry professionals who could lend more credibility. This is a humble beginning in which they are willingly supporting us,” he states. Bhatt says that Scarecrow Communications has a special inclination towards social causes. Prior to this, the agency has worked on similar campaigns, Bharat Ranga (former chief content and creative popular among which are ‘Respect the National officer, Zee Group and founder RanCorp), Quicko’s study has revealed Anthem’ and ‘Hostel Holi’ (a Cannes winner) for Mahesh Murthy, (founder, Pinstorm and that only 2.89 per cent of Eye Bank Association of India. founding partner, Seedfund), Rahul Puri (MD, Vishvajit Sonagara, founder, Quicko.com, adds, Mukta Arts), Rajesh Kejriwal (founder and CEO, India’s population “I am a huge supporter of technology in our daily Kyoorius) and Ayaz Memon (noted columnist and lives, and I have seen software turn complex tasks sports commentator). The campaign will be rolled pays tax. into beautiful experiences for the common man. out on the digital platform and will subsequently We are devoted to bringing about a social change be extended to select television channels and in the way people interact with finances and multiplexes. financial instruments.” Every time someone is told to pay tax, it elicits an unsurprising response, ‘but what about my RIGHTLY CRAFTED? rights?’ Since people are not very enthusiastic ccording to Sabuj Sengupta, executive creative about discussing their duties, the perspective was Adirector, Hakuhodo Percept, the ads are not changed to the ‘Right to Pay Tax’. In line with at all preachy and are rather “real and believable.” the thought, the speakers in the ads talk about Sengupta says, “It’s a great idea to involve basic rights that we, as citizens of the country, prominent citizens and not celebrities. When must have - the right to be connected through citizens get involved in any issue; the message communication technology, the right to safety, the resonates better with the masses.” right to sports and digital infrastructure, or simply, He adds that the campaign is executed “quite the right to entertainment and well-designed Pops and Bhatt: talking right well” and will definitely create more awareness, if public amenities. Each ad ends on the note that not a mass movement. to avail all these, we must use our right to pay tax. changing.” “We demand so many rights in terms Radhika Likhi, planning director at Cheil India Speaking on the initiative, Pops says, “It is all of education, healthcare, roads, safety and it’s only thinks that the campaign makes an earnest appeal about turning responsibilities into rights.” He talks when we pay our taxes that we can get all of this to citizens to exercise their right to pay tax for about his journey in the field of communication for us and our families,” he adds. better infrastructure and facilities. However, she is from days when wireless technology was only Talking about the association of Connect.1 not convinced with the execution and finds some used for military purposes, to the present mobile with this initiative, he says, “It makes great sense of the videos too long. revolution. “It was nice to go back to all that you for us. Connect.1 is in the business of reaching out Likhi is of the opinion that celebrities help to enjoyed,” he says, describing his experience of to people via the internet and Quicko wants people give “momentum” and “bigness” to a movement. working on the campaign. to use their online platform to pay tax. When they “In the absence of that, the execution needs to According to Rahul Puri, MD - Mukta Arts, narrated their vision, the idea immediately hit give it scale, which I think this campaign does not the idea of getting people to exercise their right home.” have,” she rues. „ to pay tax through a software is “radical and game Connect.1, which worked on the video [email protected]

10 afaqs! Reporter, July 16-31, 2015

35(6(176 &$03$,*175$,/ New campaigns across television, print, out-of-home and digital media. TELEVISION

DELL CAMLIN HAVELLS Dell’s latest TVC #KaroKuchBhi shows how technology MixingKaMagic, the recent TVC from Camlin, depicts how ‘Wires that don’t catch fire’ is the premise behind Havells lets college students balance their academic and social a group of students in an art class are amazed to discover latest TV campaign. The ad takes an emotional route and lives. The ad features Dell’s new range of Notebooks from that the painting made by one of their classmates is rich features a young girl using Havells wire to make an apparatus its Inspiron 5000 series, which is designed to play multiple and life like. The painting is the result of using Camel Oil to heat the food for her father. roles in a college students’ life. Pastels that offer the advantage of mixing two colours and creating a third one to make realistic drawings.

Creative Agency: Grey Creative Agency: RK Swamy BBDO Creative Agency: Lowe Lintas PRINT SAMSUNG COMMON The cellular phone FLOOR brand, in its recent Real estate portal– print creative – CommonFloor.com ‘Let Help Find has brought out an You’, highlights eye-catching print a feature called creative that tells us to SOS alert for its #SearchFromEveryAngle smartphones. via its 360 degree The idea behind live-in tours. The ad this being to help shows different views anyone in distress from which a man is by making use of ARIEL able to look at various this attribute in The washing detergent brand in its latest print ad under properties listed out in their Samsung the #ShareTheLoad initiative asks a pertinent question front of him. phone. – Is laundry only a women’s job? It stresses that men should also co-operate in the household chores.

Creative Agency: Cheil Worldwide Creative Agency: BBDO OOH DIGITAL

GAANA.COM JEALOUS 21 AKSHAYA PATRA Gaana.com has come up with an outdoor campaign that Women apparel brand, Jealous 21 has come up with its Keeping up the spirit of Social Media Day that was aims to create high frequency builder in Delhi and Mumbai campaign called ‘Butt Out’ that depicts the independent celebrated on June 30, Akshaya Patra came up with for promotion. The campaign will run for 90 days, having and unapologetic stance of the modern woman. For the a digital campaign called #Ifhastagscouldfeed which begun on July 2. same, train wraps at Ghatkopar, WEH and Andheri metro focused on the importance of hashtags that help us in stations of Mumbai Metro were carried out along with 99 coming together, voicing concern for pressing issues digital units 55’’ HD screens. besides other objectives.

Creative Agency: Saatchi & Saatchi CCreative Agency:Bates CHI & Partners

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

12 afaqs! Reporter, July 16-31, 2015

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you give truth a real chance. Audiences will be able to identify with it, as the story mirrors the various relationships and occasions around us,” he adds. The creative agency, O&M, has also worked on the brand’s previous commercials. While the idea for the new ad began as a spot for radio, it developed into a digital video after the track was composed. Amarinder Butalia, senior VP, Ogilvy & Mather, says, “Water always brings relief and so does the truth. Both have no substitute. Kinley stands for pure, honest drinking water and nothing KINLEY else. The fit is rather perfect.” Talking about the minimal brand presence in the video, she says, “We wanted the brand to be a natural fit in the life of our consumer. Hence, we have shown real consumption occasions that seamlessly fit in with Lasting Truths the storyline.” After the success of its ‘Being Honest’ TVC, the brand takes the idea Singer Papon has voiced the video is produced by Little Lamb Films. of honesty forward in a new digital ad. By Aakriti Shrivastava DOES IT HOLD WATER? oca-Cola’s bottled water brand, Kinley, has rand and communication consultant Virat launched a digital campaign titled ‘Give BMehta feels that the idea of truth and trust Ctruth a chance’. The film aimed at young fits well with the bottled water brand. “Water is adults, has been created by Ogilvy & Mather and a category which needs maximum reassurance. I carries the tagline ‘Boond Boond Mein Sacchai’. feel that the truth that Kinley has latched onto for The campaign will be promoted on social media a long time fits the category well,” he says, adding platforms and radio. that the brand has been able to create a proposition The new ad carries forward the idea from the that resonates with the consumer, but there is Kinley ad, ‘Being Honest’, which was rolled out scope for creativity. late last year. With a unique approach towards trust Pallavi Chakravarti, senior creative director, and relationships, it grabbed attention and became Taproot India, believes the ad makes for feel-good a topic of discussion on social media. While the storytelling and that introducing the product only previous ad presented a single scenario where Mukherjee and Butalia: crystal clear in the end of the ad won’t affect recall. “If every truth deepens a father-daughter relationship, the character, in every sequence, first took a sip of recent one has extended it to multiple situations in did have a tendency to lie in order to avoid an Kinley and then came out with their confessions, everyday lives, where people correct their wrongs unpleasant situation in everyday life. This gave it would’ve made the product seem like a truth by speaking the truth. us a great meeting point for our intent and the serum,” she says. According to her, the song could Debabrata Mukherjee, VP, marketing, Coca- consumers’ lives, and led to the communication have been avoided and instead of writing notes, Cola India and South West Asia, says, “Water, as a idea of ‘Boond Boond Mein Sacchai’.” people talking to each other would have had a category, stands on the key pillar of ‘trust’. When “Our new digital film continues to tell the story better impact. „ we looked inside society, we observed that people that moments in our daily lives become better if [email protected]

VIRAL NOW from cooking, heavy metal music to extreme adventure sports. They discussed everything, vaguely forming a picture of what the others Shedding Labels will look like. Once the lights were turned This Ramadan, Coke promotes equality with an out, all of them were shocked to innovative product packaging, sans logo, for the discover how the reality was starkly different from their assumptions or Middle East market. By Saumya Tewari the “labels” they gave each other in

here are many occasions when we judge people based on the brand ribbon. The cans bore a Ttheir clothes, occupation and message - ‘Labels are for cans, not ethnicity. Judging someone, it seems, for people’, giving out a powerful is the easiest thing to do. Coca-Cola’s message in a subtle way. new campaign for Ramadan dwells The video, posted on the on this insight. company’s Middle East YouTube ‘It takes seven seconds to build channel on July 4, has garnered over a prejudice based on someone’s one million views. appearance’, the video says. It then turned on, the men are shocked at their heads. Dubai-based agency FP7/DXB, shows six strangers from diverse what they see. They were later asked to pull part of McCann Worldgroup, backgrounds sitting in a pitch dark Each of the participants spoke out a small box from under their executed the campaign for the month room being asked to guess each about their hobbies, what interests chairs which had a Coca-Cola can, of Ramadan, targeting the Middle others’ appearances on the basis of and drives them. Their interests were but, mind you, without the Coke East market. „ how they talk. When the lights are as diverse as their backgrounds - signature logo or any label except [email protected]

14 afaqs! Reporter, July 16-31, 2015

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GOOGLE AND TATA TRUSTS VIRAL NOW Internet Ready Need Google is promoting its ‘Helping Women Get Online’ initiative through a BTL activation that will allow rural women to have access for Speed to, and learn about, the internet. By Sohini Sen Nike has launched a star- studded advert, featuring top atheletes. By Aakriti Shrivastava

ike’s new ‘Find your Fast’ ad seems to have taken the internet by storm. NLaunched to promote the brand’s new Zoom Air shoes, the ad features sports stars such as Rafael Nadal, Serena Williams, Kobe Bryant, Wayne Menon, Rooney, Richard Venkataramanan, Sherman, Odell Anandan, Ghosh and Beckham Jr., Marcus Tata at the launch of Mariota, Mo Farah, ‘Internet Saathi’ Allyson Felix, Dion Phaneuf, Katarina Johnson-Thompson, Shelly- Ann Fraser-Pryce and Shane O’Neill. The video has two parts, the first of which features all the star sportspersons, aggresively showing their speed and command over oogle India has taken another step towards their respective sport. The second part of the spreading internet literacy. The online video, which calls itself the ‘World’s Fastest Ggiant, which started the ‘Helping Women Commercial’, features basketball star Kobe Get Online’ campaign, a few years ago, has now Bryant and famous magician David Blaine. This decided to move it up a notch and speak to rural is followed by an auction for the new Zoom women. Air shoes. Road Runner, the cartoon character, “In India, 30 per cent of total internet users are also makes a cameo appearence in the ad. High women. While in urban areas the growth rate of on-screen action, quick camera movements women coming online is more than that of men, in rural areas women are lagging behind. Therefore, we are trying to educate these rural women about the benefits and advantages of being able to use the internet,” explains Sandeep Menon, country Menon and Anandan: connecting to empower marketing director, Google India. Google, along with Tata Trusts, has launched million internet users every month, the country the Internet Saathi initiative to empower women has an interesting startup ecosystem, e-commerce in rural India. This is built on the back of a cycle, is booming and we are all moving from a and is modeled on India’s traditional distribution narrowband to a broadband nation,” adds Rajan system of a ‘thela’ or cart. A sturdy, waterproof Anandan, managing director and vice president, box will be attached to the cycle which will tour sales and operations, Google India. villages for a period of around three weeks each. Google, along with Intel, will also organise a Each box will contain two internet enabled tablets, call centre where women can call toll-free in case two Android One phones and chargers. they have follow-up questions. While the plan is and adrenaline rush may or may not inspire the While the initiative will kick off from Gujarat, to scale it up, the group is betting on the curiosity viewers to run their fastest mile, but won’t fail Rajasthan and Jharkhand, it will be rolled across levels to make it a sustainable initiative. to leave them star-struck. the country, eventually, and reach out to 4500 Since Tata Trusts already has several touch The multi-sport ad has gained over five villages and five lakh women in the next 18 points for community mobilisation initiatives, it million views on YouTube, only four days after months. It will also impart adequate training to will use the same for Internet Saathi as well. The its release on July 2. Meanwhile, it also garnered make sure that the women are confident of using plan is also to leverage the multiplier effect and, 326,442 views on Facebook and 2500 favourites the devices independently. therefore, Google will also train the trainer who on Twitter. Google, meanwhile, has been imparting training can, in turn, teach women in her village. Nike has also released other multi-sport star in schools and institutes, along with providing “Internet connectivity has become a fundamental commercials previously which have been much basic internet training to women in 12 states, need in any society, and improves literacy and appreciated and popular. One of them being including 55 small towns and 35 cities. access to information that is instrumental for socio- ‘Winners Stay’, featuring all top-notch football “There is a gap which we are trying to bridge. economic development,” says R Venkataramanan, players, that became one of the most watched India has a very interesting future in terms of executive trustee, Tata Trusts. „ videos at the time of its release. „ the scope of internet. We are adding six to seven [email protected] [email protected]

16 afaqs! Reporter, July 16-31, 2015

',*,7$/ SONY XPERIA M4 AQUA A ‘germ’ of an idea

third alternative is quite expensive and not easily available either. So, the easiest and most pocket- friendly solution is to wash the phone in clean water. And if your phone isn’t water-proof, it would be unwise to do so. The brand and the agency collected information from reports and independent research studies

Sony has launched a digital available in the public domain and came up with the campaign idea. campaign to apprise users about The phone - M4Aqua - is not the ‘germs’ on their mobile phones, only water-proof phone from Xperia. The brand also has Xperia TM Z3, simultaneously introducing its Xperia TM Z3 Compact, Xperia TM latest washable phone, Xperia Z2, Xperia TM Z1, Xperia TM Z1 Compact and Xperia TM Z Ultra M4 Aqua. By Sohini Sen in the washable series. However, the M4Aqua is positioned as a mid- hile toilet seats, kitchen sinks and garbage segment phone which makes it bins will definitely figure among the top affordable for the largest consumer Wdirtiest places around us, what comes as segment of the smartphone market - a surprise is that we carry filth in our pockets every the youth. day. This worrisome revelation is what Sony’s new An average phone is dirtier than “We think it’s a lot more relevant product from the Xperia range is built on. to youngsters who are moving around Research shows that our mobile phones are public toilets, doorknobs and the and using a lot of public transport, filthy and house a lot of germs. To address the spending time together, passing each problem, Sony, the mobile phone and electronic soles of shoes. other’s phones around and sharing appliances brand, has launched a washable phone content regularly. However, it can also in its Xperia range called the M4 Aqua. A microsite there are about 25,000 germs in every square inch include people across age-groups depending on called Dirtyphones.org has been launched where of a mobile phone. the usage,” Fukushima states. the brand discusses and explains exactly how dirt Fukushima adds, “Under the Dirtyphones and germs can come onto a touch phone. campaign, we have taken a missionary and cause- DOES THE DIGITAL CAMPAIGN “With the launch of M4 Aqua, we wanted based approach to educate smartphone users that DELIVER? to create an awareness campaign around the phones they are using on a daily basis are dirty oxyMoron’s creative head, Neville Bharucha, ‘washable phones’ and were keen to create a and, while we end up cleaning things of utility Fdoesn’t think so, although he appreciates the digital engagement programme around hygiene around us, we tend to ignore our smartphone.” website design. factors attached to the phones. Leveraging the The microsite further lists opinions shared “We are a generation that is obsessed with unique waterproof feature of Sony M4 Aqua, our by doctors on the same topic, as also different mobile technology and the premise of ‘germs on digital agency, ITSA recommended an awareness methods of cleaning a dirty phone. These include your phone’ isn’t quite convincing. If my phone campaign on bringing to fore the real vector alcohol wipes, tissues and UV light cleaners. While is dirty, I’ll wipe it, but wouldn’t want to wash it! and germ infection threat that phones represent the first two may damage the screen’s surface, the The campaign does enlighten me to the fact that these days,” explains Ryusuke Fukushima, head, my phone has germs but the thought doesn’t hit marketing communications, Sony India. me like I was expecting it to,” Bharucha says. The site shares startling research findings, one “With theM4 On the other hand, Shekhar Suri, head, of which is that an average phone is dirtier than Aqua launch,we DigitasLbi, Delhi has higher hopes from the (hold your breath) public toilets, doorknobs, the initiative. soles of shoes, a bundle of notes and a pet’s eating wanted to create Suri says, “The microsite is designed with bowl. Moreover, phones are known to carry 82 an awareness very potent insight and a great initiative to spread per cent of the most common bacteria which have campaign around awareness. Health hazards of radio waves by the also been identified on people’s fingers. The site phones have been in discussion for some time now features a ‘Germ-O-Meter’ which allows users to ‘washable phones’.” but now being cautious of keeping the phone clean calculate the number of germs that are breeding on RYUSUKE FUKUSHIMA will be another add on for better health.” „ their phones. It demonstrates the “real truth” that [email protected]

18 afaqs! Reporter, July 16-31, 2015

',*,7$/ MAYBELLINE INDIA Swipe To Spice The digital campaign will promote Maybelline’s new range of Baby Lips lip balm, Spiced Up. By News Bureau

aybelline India has followed up the launch of three new variants of its Mpopular lip balm Baby Lips, with a digital campaign called #SwipeToSpice. The campaign, executed by digital marketing agency Foxymoron, will promote the product on all social media platforms. Actor Alia Bhatt has also recently come on board as the brand ambassador. The campaign, infused with Bollywood drama, will invite people to put on the lip balm and deliver Bollywood dialogues on platforms like YouTube, Facebook, Twitter and Instagram. While winners of the contest will receive hampers, a crowdsourced video will be created love and can relate to - Bollywood! With a out of these contributions, to be used for online community like ours, we’re sure to make this promotions. one of our most engaging campaigns for the The three new variants that have been brand.” introduced in the ‘Spiced Up’ range are Spicy Suveer Bajaj, co-founder and director, media Cinnamon, Berry operations, FoxyMoron, adds, “The new Baby Sherbet and Tropical Lips Spiced Up proposition appeals to the Indi- Punch, each priced at The pop generation. Taking this into account, we Rs. 175. campaign integrated a Bollywood element to the campaign, Commenting on as it goes well with the fans. The message is the new campaign, will simple - swipe the new Baby Lips Spiced Up to Pooja Sahgal, general add the spice of Bollywood in your life.” manager, marketing, promote the FoxyMoron is a digital marketing and media Maybelline New York solutions agency, established in 2008. The India, says, “With the product on agency’s clientele includes Ariel India, L’Oreal launch of Baby Lips social media India Group, Castrol India, Rajasthan Royals, Spiced Up, we decided Zee Cinema, &TV and World Wide Media to engage fans with platforms. Group, among others. „ something all Indians Sahgal and Bajaj: spicing it up [email protected]

THE INDIAN EXPRESS a focus on unbiased news delivery, conflict areas and relationships, the newspaper will offer exclusive among others, would form a part of investigative stories and opinion the Jaipur edition. pieces written by some of India’s Furthermore, the launch of this Destination Jaipur best minds. In addition to this, it new edition in the Pink City will will also offer twenty pages of news be backed by a marketing campaign The paper priced at Rs. 4 on weekdays will be a comprising all the beats, which are across ATL and BTL. 20-page edition, with both an up-country and a likely to be of interest to the readers. Pavita Puri, group head, brand, Exclusive pages on governance, The Indian Express Group, says, city edition. By News Bureau opinions, education, war-torn “We are thrilled and excited with an overwhelming response he Indian Express Group has to our launch in Jaipur. This is launched the Jaipur edition an important region, emerging Tof its flagship brand, The fast on the national footprint of Indian Express, on July 5, 2015. development.” This is the national daily’s tenth The Indian Express Group edition in the country. publishes four newspapers with 31 The paper is priced at Rs. 4 on editions, in four languages (Hindi, all weekdays and will be a 20-page Gujarati, English and Marathi), edition, with both an up-country The newspaper will offer across 15 centres in India. Other and a city edition. The Jaipur edition newspaper brands of the group will carry with it the trademark exclusive investigative stories and include The Financial Express, brand of ‘Journalism of Courage’ Loksatta and Jansatta. „ that the newspaper espouses. With opinion pieces. [email protected]

20 afaqs! Reporter, July 16-31, 2015

0(',$ MTV SPLITSVILLA YOUTUBE INDIA Double Bonanza Comedy Hunt The show that went bi-weekly for season 8 is being hosted by The contest aims to find the next Sunny Leone and Rannvijay. By News Bureau YouTuber in India. By News Bureau TV Splitsvilla Season 8’ takes the lead on teaching boys the way to igital has given comic talent, across the Mtranslate a woman’s feelings with world, a platform to not only create content Sunny Leone and VJ Rannvijay as hosts. The Dbut also monetise it. Leading the pack in show, which has been launched on July 4, airs this direction is Google’s video streaming platform on MTV at 7 pm uncovering ‘what women YouTube which has given us content creators or want’. YouTubers like All India Bakchod (AIB), The Viral This season, the odds are tipped in the Fever and Being Indian, among others. favour of the girls as the boys will be seen To give fresh new talent a platform, YouTube toiling their way into their ladies’ hearts. This India has launched ‘The Comedy Hunt’ - a talent time, the creators of the show are pitting eight hunt show which aims to discover budding comic celebrity boys against eight regular boys to woo talent across the country. The hunt will be for 14 girls. Set in Goa, the show, according to India’s next big comedy star on YouTube. Some of the channel, will be an insight into a woman’s the best comedians from the country will guide, set heart and the secrets it holds. tasks and inspire aspiring creators on this journey. Announcing the launch of the show’s latest Some of the mentors include Jusreign, East India edition, Aditya Swamy - EVP and business Company, AIB and Shudh Desi Endings MOAR. head, MTV, says, “We have a record number A rib-tickling promo for the hunt has been of brand partners this year which reflects the released on AIB’s official YouTube channel growing popularity of the show. Leveraging featuring some of the popular YouTubers taking our huge fan base on social media with pot shots at each other, while brainstorming to exclusive digital content and combining it find the next big star on YouTube who will create refreshing and original content.

The hunt will be for India’s next big comedy star on YouTube. Any individual or team above 18 years of age can participate in the contest by setting up a YouTube channel and uploading a three-minute-long entry (video). Participants with pre-existing YouTube channels are allowed to submit a video for the Khan, actor; Prince Narula, winner of ‘MTV Comedy Hunt, as long as their YouTube channel with a multimedia marketing campaign, I am Roadies X2’; Utkarsh Gupta, from MTV’s does not have more than 5000 subscribers, as on looking forward to a record opening for this fiction show ‘Kaisi Yeh Yaariaan’; Ishaan June 1, 2015. In such cases, videos created and season as we give our audience double the Chibber - model and radio show host; model uploaded before June 1, 2015 are not eligible for action by launching the show for the first time Viren Singh Rathore and TV actors Amaad submission. as bi-weekly.” Mintoo and Yash Pandit. Entry videos can be in any language. However, As the host of the show consecutively for MTV, often dubbed as a popular youth subtitles must be added to videos that are in the second time, Leone comments, “I am brand, is a blend of music and pop culture languages other than English or Hindi. The last excited to be back on the show and intrigued which claims to have a global reach of date for uploading entries is July 26, 2015. to find out what the boys will come up with to more than half billion households and a fan The contest will be judged in three stages. After woo the women they like.” following of 30 million across show pages on the audition phase, the selected entries will be “It’s going to be a lot of fun watching all social media. It also has a live business with picked out by the mentors and challenges will be these guys bumbling through their search for properties like ‘MTV Video Music Awards’ and set for them over the course of seven weeks. The the answer to the eternal question, ‘what do ‘MTV Bollyland’. Some of its popular shows top five contestants will get a chance to perform women really love?’” adds Rannvijay. include ‘Roadies’, ‘Coke Studio’, ‘Unplugged’ and with the mentors and one of them will emerge as The participants for this season include ‘Rock the Vote’. „ the winner. „ Paras Chabra, winner of ‘Splitsvilla 5’; Zaan [email protected] [email protected]

22 afaqs! Reporter, July 16-31, 2015

0(',$ COLORS Entertainment Reloaded This season of Jhalak Dikhhla Jaa ‘Reloaded’ will see actor Shahid Kapoor as a judge on the show. By News Bureau

Jhalak Dikhhla Jaa Reloaded, with its opulence, will be a dance bonanza unlike any other.” Speaking about the new elements in the show, Manisha Sharma, programming head - Colors explains, “This year we have tweaked the show at different levels in order to Reload it with entertainment. With an innovative thought and approach, we are putting together an offering which is going to be high on attitude.” This year, viewer interactivity will be at an all-time high on Jhalak Dikhhla Jaa Reloaded; a first-of-its kind spotlight will take the show beyond its celebrity contestants as the common man showcases his closeted passion and enthusiasm for dance. olors has launched the new edition of its Commenting on the show, Myleeta Aga, SVP dance reality show, titled ‘Jhalak Dikhhla Jhalak Dikhhla Jaa and GM, BBC Worldwide, India and Content CJaa Reloaded’, that started July 11, every Reloaded will witness 12 Head Asia, says, “The Hindi adaptation of the weekend at 9 pm. This season will see Bollywood BBC format of Dancing with the Stars has been actor and noted dancer Shahid Kapoor making celebrity participants. seen in more than 50 countries around the world, his television debut as the show’s judge. Former and Jhalak is one of the most popular versions. contestant of the show Lauren Gottlieb and Commenting on the newest edition of the show, This year, we have pushed ourselves further to choreographer Ganesh Hegde will also be on the Raj Nayak, CEO - Colors says, “This year, it deliver an even glitzier, exciting, nail-biting show jury this season. is going to pump up the degree of oomph and with new elements and fresh faces.” The previous season saw actor Madhuri entertainment to make for an engaging watch. A A 360-degree integrated marketing campaign Dixit, choreographer Remo D’Souza, along with fresh panel of judges and a wide range of interactive will extend across mediums such as print, over filmmaker Karan Johar, as judges on the show. elements will create an unparalleled viewing six genres of channels, DTH, outdoor and digital, Produced by BBC Worldwide, Jhalak Dikhhla proposition for the viewers. With a treasure trove including social media. „ Jaa Reloaded will witness 12 celebrity participants. of surprises accosting viewers at every juncture, [email protected]

PERCEPT offering 360-degree media solutions to stakeholders. While Ajay Upadhyay, COO, Percept Limited, will serve as chief Consolidating Footprints mentor to guide the integration, Sanjay Shukla, COO, Percept Allied Media and One, will directly supervise the Percept Out of restructuring. Following the exit of Shripad Home will become Kulkarni, PM Balakrishna has been a single structure to elevated as CEO, Allied Media, and will also hold the position of offer complete media executive vice president, Percept solutions. Media. Meanwhile, Rajneesh Bahl has been promoted as executive By News Bureau VP, Percept Media, and will also continue to serve as CEO, Percept ercept has restructured Upadhyay, Shukla and Bahl: building synergies Out of Home. and integrated its media The Percept Media leadership Pbusinesses into a single entity array of services and solutions to the Digital Media services arm and team will soon be drawing out a called Percept Media. The company stakeholders. Percept Out of Home (outdoor comprehensive plan encompassing hopes the change will bring greater Currently, the Percept Group and rural media). The revised the branding, structure, services, focus and offer better synergies comprises multiple units, namely structure will see the two media revenue and business development between the various media arms Allied Media (media planning, service companies integrate into a strategy for FY’16. „ and, thereby, present a wider evaluation and buying) along with single vertical under Percept Media, [email protected]

24 afaqs! Reporter, July 16-31, 2015

P&G THAT WINNING TOUCH The story behind Procter & Gamble India’s award-winning Touch the Pickle campaign for sanitary napkin brand Whisper.

By Sohini Sen

For many years the topic of Similar taboos involving making or menstruation was a whispered ‘setting’ curd (48 per cent women) taboo. In 2014, P&G’s sanitary and touching the masala box (55 napkin brand Whisper, along with per cent women) were also preva- IPSOS, carried out a survey among lent in Western India. 1,105 women and 202 men across In Eastern India, more than 10 cities. The results of the survey behaviour, it was social embarrass- were shocking, especially since the ment that ruled. Eighty six per cent respondents were women aged 13 of men in Eastern India felt more to 49, from SEC A and B. embarrassed buying a sanitary nap- According to the P&G-IPSOS kin than purchasing condoms. survey, 50 per cent of urban Indian “The ‘Touch the Pickle’ move- aboos and prejudices are a women still behave in ways pre- ment was conceived when we real- part of many cultures. But scribed by age-old beliefs. These ised that a majority of Indian women Twhen it becomes so inter- range from washing their hair only were restricted from achieving their nalised within one section of soci- after the fourth day of the period dreams because of irrational taboos. ety that it becomes the unsaid rule, (65 per cent of women surveyed With a superior quality sanitary someone has to speak up, someone follow this) to not watering plants protection like Whisper, we believe has to play a bigger role. P&G’s during periods (54 per cent). women should not feel restricted Whisper did exactly that a year ago, Regional variations were also on their period days. Women across when it took a stand about men- noticed. For example, 70 per cent India responded overwhelmingly struation-related taboos in India. women from Northern India felt to our campaign with their own Around this time last year, the they should not touch pickle during stories of breaking taboos,” explains brand launched a campaign called their periods. The number is just a spokesperson for Whisper India. ‘Touch the Pickle’. While it had slightly better for Eastern India. It is one thing to try to break nothing to do with the product category, the campaign was a silent cry of revolution, asking women to break out of the period-related taboos that they grew up with. A year down the line, it has got one of the biggest honours - a Grand Prix - in the recently introduced Glass Lion category at Cannes. A Lion is big news, but what is bigger still is the behaviour it is trying to change through debate, discussion and gentle pushing.

REACHING OUT he ‘Touch the Pickle’ cam- Tpaign saw direct participation of 2.9 million women. The film received over 1.9 million views on YouTube. The press events in top four markets, features and authored columns garnered ‘earned media’ worth $6.1 million and 1,200 mil- lion ‘earned’ impressions. The campaign received exposure across Tier-1 media with a strong global interest from BBC, FT, Reuters and Wall Street Journal. The TVCs, digital videos, informative vlogs, events, magazine and press ads Cannes Lion was the cherry on top. made up the campaign. It also led to a comic book for period sensitisation.

28 afaqs! Reporter, July 16-31, 2015 &29(56725<

and history of these taboos, on- The BBDO team ground events were organised and with Josy Paul innovative pull-outs were insert- ed in magazines. Influencers such as Mentrupedia’s founder Aditi Gupta, film actors Mandira Bedi, Tanvi Azmi and Shraddha Kapoor, and medical expert Dr. Suneela Garg came on board. Gupta and her husband delivered TED talks to spread the message. Digitally, the team launched an application where it explained different taboos, their origins and gave scientific reasons as to why they don’t make sense in today’s day and time. A gynaecologist was also roped in who answered con- sumer queries on the app and a live Twitter chat. Though digital is less of a mass medium, the team at Quasar was

FOTOCORP ready to handle questions from taboos and another to make people forums. In Mumbai, RJ Malishka actually take notice. BBDO India, conducted shows on radio to bring Tanvi Garg headed by Josy Paul (chairman and up the topic of taboos in periods, (front row chief creative director), was already influencers on social media dis- extreme handling P&G’s Gillette account. cussed it further, news channels right) After an informal chat with mem- became a part of it as the topic with Team bers of the team, Paul was sur- was debated on air. The brand also Mediacom prised by the different dynamics had to clear the air about the term and taboos that plagued the society, ‘pickle’ - because a lot of women even in educated sections. related pickles with pregnancy - so “I grew up with sisters, but never that the campaign stayed on track. realised these taboos existed. It was Quasar Media was roped in to only after the fireside chat that we handle the digital duties. The strat- started to think about making a dif- egy was not just to ‘promote’ the ference. While P&G did its formal film, but to evangelise the concept research, at BBDO, we too started of breaking period-related taboos asking our female colleagues and in the digital space. The response

friends about anecdotes around was to come up with a stage-wise FOTOCORP period-related taboos,” he recalls. marketing communication to gen- Continues Paul, “We felt ‘Touch erate significant engagement with P&G was not involved directly, we everyone. “We answered every the Pickle’ had the right tone and the TG and create communication would place an ad at the last minute query that we received from both intrigue to lead the taboo conver- to last three stages, for six weeks. to keep the conversation going.” believers and non-believers. Each sation. It was light, odd and not Quasar created more buzz “Similarly,” she goes on, “we answer was backed with reasons as intense. We thought it was a great before the launch by asking women kept our ears open for any relevant to why it should not be followed. metaphor for all the period taboos.” on social media about their behav- videos which were being shared The best consumer answers or que- Paul’s aim was to increase the emo- iour during periods and got them online or had gone viral. We would ries were highlighted on the page tional equity that Whisper, a leader to think about the aspects of it, then push it ourselves, if it had any- and given due prominence to create in the `7,000 million sanitary pad which they had come to accept as thing to do with our movement.” belief in the other users,” explains market, enjoyed. Thus started the a part of life. Here’s something Say, when Parineeti Chopra refused Saugata Bagchi, regional head, West movement of encouraging women interesting on the media buying to answer a journalist’s question till & South at Quasar Media. to question age-old practices. front. Tanvi Garg, senior business he mentioned the word ‘period’ director at MediaCom, says, “We (his original choice was ‘problem’), THE STRATEGY THE PLAN did a lot of last minute, ‘opportu- the media/brand team took it up as nly about 40 per cent of urban he entire campaign was divid- nity buy’.” What does she mean? a topic of discussion and linked it to OIndian women use sanitary Ted into three parts. The first “For example,” she explains, “when the campaign. napkins. With such a low penetra- phase involved the survey and was something related to the subject In the second phase of the cam- tion, the campaign became as rele- followed by discussions in public was being discussed on TV, and paign, the film was launched on vant to the urban as the semi-urban digital and TV platforms, along or rural population. “It is easier with frontpage ads in leading dailies to see the change in mindsets and

FOTOCORP Saugata Bagchi in six cities. The third phase asked behaviour in urban audiences. Did (in spectacles) people to participate. we think it could offend some peo- and Team Madison PR extended the reach ple, maybe grandparents and moth- Quasar Media of the campaigns by arranging ers who originally passed the taboos innovative photo opportunities and to the present generation? Yes. So live events. Women from all walks our choice of media was niche of life - celebrities as well as non- channels. We did not advertise on celebrities - came forward to share Hindi GECs, but on channels with their own ‘taboo stories’, eminent anthropologists shared the root FRQWLQXHGRQSDJH>>

afaqs! Reporter, July 16-31, 2015 29 INTERVIEW MAHESH SHETTY Chief Operating Officer, Radio Mirchi

The Radio industry has faced tougher big chunk of the new frequencies will be growth challenges than most other added in smaller markets. media sectors due to regulatory issues. Do you see that situation Radio stations are looking at a lot changing in the coming months ? more revenue streams than just plain I agree, Radio is heavily regulated ad sales. Which are the ones Mirchi suffers from the limitation of its diary compared to other mediums and we has found most promising? Any other methodology, it does not allow us to have had no increase in frequencies for new opportunities opening up on the track the inputs and stimulus like in the last 8 years. Having said that, Radio horizon? advertising done for a radio brand. In has been showing healthy growth rates Mirchi is uniquely positioned to offer addition, RAM’s sample size is limited and has been growing faster than TV clients multiple solutions ranging from to 500-600 respondents per city. It and Print. But additional frequencies radio spots, on ground touchpoints is also surprising to note that the are extremely critical at this juncture to through a host of Mirchi Activation RAM’s methodology is insensitive to the further the growth of the medium. The properties, association with marquee minutage of advertising. industry is eagerly awaiting the Phase properties on television like Mirchi 3 auctions which seems to be getting Music Awards and Mirchi Top 20, online It’s common knowledge that high levels delayed for some reason or the other. advertising and engagement though our of advertising leads to channel shift. We hope to see Phase 3 auctions roll in online bouquet of channels. We do We have noticed that in RAM there the coming months and give a big boost nearly 200 activation events a year, is no drop in listenership on certain to the Radio industry. nearly one every alternate day. No stations despite advertising averaging other radio station, dare I say media close to 30-35 minutes/hour. But other What does industry, or your clients, company, offers such a wide bouquet of researches are able to pick these kind really expect from Radio today, in the offerings to its clients. We are increasing of changes. context of the overall sales effort? our online offerings and look at it as a Plain vanilla spots are passé. Clients VLJQLÀFDQW UHYHQXH FRQWULEXWRU LQ WKH Irrespective of the Phase 3 auctions, now look for innovation, integration years to come. what can we expect from Mirchi in and engagement from Radio. I don’t the coming year? think there are such expectations from The IPSOS Listnership Study places Innovation is core to the Mirchi DNA. any other media. Radio is uniquely you in the leadership slot in key You will see a host of programming and positioned to offer this as it’s a city cities. Does it support other studies marketing innovation, new on-ground centric medium, has interactivity like and ratings across those cities? and TV properties and new channels on no other and gives brand integration The IPSOS study certainly is in sync with the online platform in the coming year. and customisations like no other independent studies like IRS and TGI medium. and commissioned research like IMRB Does your activations team work with Brand tracks. IPSOS’s Listenership the ad sales team or do they organize When it comes to revenues, the top Track has an annual sample size of independent activations too? What 8-10 cities still account for close to 46,000 respondents well above the is their share in total revenues and 80% of industry revenues. Do you 26,000 respondents of IRS in the same growth? Key milestones? think Phase 3 auctions could change top 8 markets. Computer Aided Personal Activations team works independent WKDWLQDQ\VLJQLÀFDQWZD\" Interview (CAPI) methodology is followed of ad sales teams. The activation team Phase 3 also includes additional wherein the responses are recorded creates interesting properties that have channels in the top 10 cities and the on a tablet and the research is geo- good consumer and client traction. They coming year will see different format tagged. The process is so transparent customise a package which gives the options becoming available to the that we are inviting clients to see clients direct engagement touchpoints to listener in these cities. Bulk of the the research process for themselves. their TG in addition to on air advertising advertising will continue to go to the top We are also using the insight gained FRYHU$FWLYDWLRQVDUHDVLJQLÀFDQWSDUW cities, though contribution to the overall from this research as an input for of our business and is growing at a very pie will drop a couple of notches as a our programming and marketing. RAM healthy rate. „

352),/( NAMRATA BALWANI|SENIOR VICE PRESIDENT|OGILVYONE

more competitive. Just by its nature that there are so many self-serve options available. It is easier to set up something in the digital space, and 0XOWLWDVNHU you don’t require a large headcount for it. The business orientation that you get in a start-up environment is invaluable,” she puts in. She prides herself as someone who is able to multi-task with a vision and ability to foresee what is going to happen. In the ever- changing digital world, she feels, it is imperative to start planning five years ahead. “OgilvyOne is already No.1 in its domain. But to stay there, you need to have that ability and vision. Digital is at the heart of every organisation, every industry. We cannot ignore it any more.” Balwani’s strength lies in the business side and the way she approaches strategy. Having led the team at Media2Win for long,

FOTOCORP she knows how to keep the team motivated and together. But her By Sohini Sen nature,” says Balwani. primary challenge is to figure out Balwani started her career as I think it is time what exactly she can add to the senior media planner, Contract every brand great body of work that the agency new trend, if it can be Advertising and moved to Maxus is doing. Not one to mince words, called that, is that of after nearly three years. However, became Balwani does admit that winning A entrepreneurs getting out the entrepreneurial bug bit and more business and awards for the of their cushy offices and going three years later, in 2005, she digitally savvy. work they do will also be her focus. back to the corporate culture. The co-founded Media2Win. Working As of now she is working on brands latest to join the growing list of as business head, she helped the ranks in a company. And that is like BMW, Dabur, Vistara, Kohler what afaqs! calls the ‘entre-ployee’ is company expand to three cities because you spend every minute of and Phillips. Namrata Balwani, who quit as CEO and win multiple awards for client your day multi-tasking,” she points Balwani is of the opinion that Media2Win – a digital marketing work across Abbys, Yahoo Big Idea out. any brand can be made exciting in agency she helped co-found, to join and IAMAI. In June, she replaced Balwani has not just looked the digital space. “Even a B2B brand OgilvyOne as senior vice president. OgilvyOne’s Sanjeev Jasani who at strategy, but also various other can be fun to work on. As far as “Every company wants people joined Cheil India as digital head. aspects of running a company - being digitally savvy is concerned, I who are entrepreneurial. People Does getting back to the grind finance, admin, decision-making. It think it is time every brand became want the kind of skill sets that worry her? Aren’t there new also taught her how to adapt fast, digitally savvy - not just because it make you entrepreneurial. And that challenges that lie in wait? “I don’t because time and quick decisions is the thing to do, but because that is given a lot of value. I cannot think I would have learned as are needed in the competitive is where the Indians are. And that is choose one or the other because I much about the business if I had advertising industry. “I think the the opportunity for the agency.” „ will always be entrepreneurial in conventionally just grown up the digital advertising segment is even [email protected]

<< FRQWLQXHGIURPSDJH FACTS ON THE TABLE versation with digital campaigns. ([FHUSWVIURPWKHILQGLQJVRIWKH3 *,3626VXUYH\RQSHULRGWDERRV Mainline actors who had never That Winning... Ê 59% of women in urban India don’t touch pickle during their periods endorsed sanitary pads, started Ê More than 50% of urban Indian women practice menstrual taboos. becoming the face of these prod- a more educated and evolved audi- ucts. Conversations around men- Ê 54% of women in urban India do not water plants while menstruating ence,” adds Mediacom’s Garg. struation also increased on social Ê 62% girls in India are unaware about menstruation till they get their first period Her team intentionally chose media. The buzzword shifted from “lean-forward touch points,” Ê 48% of married women from Northern states of India don’t share the same brand solutions to social solutions. room with their husband during periods vs 8% women from South India which had a more personal and Says the Whisper India spokes- closer engagement with the audi- Ê 62% of women from Southern states of India agree that whenever they have to person, “If we demonstrate that change a sanitary napkin they prefer to carry the entire bag in order to avoid ence. So, instead of just TV, the we understand the consumer and public embarrassment compared to 17% women from North India. campaign was more focussed on provide solutions that make a dif- Ê 86% of women in East India still buy their sanitary pads wrapped in a newspaper personal platforms like digital and ference to her daily life, she will magazines. But since the aim was to Ê 61% families in South India treat their women as ‘impure’ during periods trust us. That is the only way change the mindset of families, the Ê 28% of males in urban India are uncomfortable at the mention of the word to build brands. Our campaigns campaign was not a hushed one. ‘period’ recognise this truth, especially Speaking about menstruation Ê While watching TV with family, 69% of women in India feel embarrassed when a around women’s empowerment openly led to more changes in the sanitary napkin commercial is aired. and a consumer’s need for social environment. Recently, brands like change.” „ 1RWH Profile of women surveyed: Age: 13-49 (Married - 71%; Single - 29%); SEC A B, Living in Sofy and Stayfree joined in the con- Urban India. Number of respondents: 1105 women and 202 men; June 2014; 10 cities [email protected]

32 afaqs! Reporter, July 16-31, 2015 LISTENERSHIP SHARE MUMBAI DELHI Mirchi is No. 1! All figures in % Mirchi is No. 1! All figures in %

 

  

    

Yesterday Listenership, 1600 sample size, All 15+ years, All SECs, Male & Female Yesterday Listenership, 1600 sample size, All 15+ years, All SECs, Male & Female Source: IPSOS Listenership Study, March Track Source: IPSOS Listenership Study, March Track KOLKATA BENGALURU Mirchi is No. 1! All figures in % Mirchi trailing at No. 3… All figures in % 

       

Yesterday Listenership, 1600 sample size, All 15+ years, All SECs, Male & Female Yesterday Listenership, 1600 sample size, All 15+ years, All SECs, Male & Female Source: IPSOS Listenership Study, March Track Source: IPSOS Listenership Study, March Track PUNE HYDERABAD Mirchi is No. 1! All figures in % Mirchi is No. 1! All figures in %



        

Yesterday Listenership, 450 sample size, 15 - 44 years, SEC AB, Male & Female Yesterday Listenership, 450 sample size, 15 - 44 years, SEC AB, Male & Female Source: IPSOS Listenership Study, March Track Source: IPSOS Listenership Study, March Track AHMEDABAD CHENNAI Mirchi is No. 1! All figures in % Mirchi is the runner up at No. 2! All figures in %  

       

Yesterday Listenership, 450 sample size, 15 - 44 years, SEC AB, Male & Female Yesterday Listenership, 450 sample size, 15 - 44 years, SEC AB, Male & Female Source: IPSOS Listenership Study, March Track Source: IPSOS Listenership Study, March Track

RADIO MIRCHI (98.3) AIR VIVIDH BHARATI* IPSOS Listenership Track

RED FM / SURYAN FM (93.5) FEVER (104) đŏ !/1.!)!*0ŏ+"ŏ %/0!*!./$%,ŏ%ċ!ċŏ! $ RADIO CITY (91.1) HELLO FM (106.4) đŏ +* 1 0! ŏ"+.ŏ %+ŏ %. $%ŏ5ŏ  đŏ . '/ŏ(%/0!*!./$%,ŏ%*ŏ+,ŏĉŏ).'!0/ BIG FM (92.7) MY FM (94.3) đŏ +* 1 0! ŏ5ŏ Čŏ3+.( Ě/ŏ0$%. ŏ(.#!/0ŏ.!/!. $ŏ#!* 5Čŏ +* 1 0%*#ŏ %+ŏ.!/!. $ŏ%*ŏĂĂŏ +1*0.%!/ RADIO ONE** đŏ 5*)% ŏ/),(!ŏ/%6!ŏ+"ŏąćČĀĀĀŏ.!/,+* !*0/ŏ**1((5ŏ  .+//ŏ+,ŏĉŏ).'!0/ * In Pune, the frequency for AIR Vividh Bharati is 101.0 but in Hyderabad it is 101.9 ** In Pune, the frequency for Radio One is 94.3 but in Ahmedabad it is 95.0 đŏ /!ŏ+"ŏ+),10!.ŏ
% ! ŏ!./+*(ŏ *0!.2%!3/ŏĨ
 ĩ 0(',$ EPIC TELEVISION NETWORKS Moving Along The channel is betting big on three shows which will be directed or “We are seeing hosted by Bollywood personalities Anurag Basu, Javed Akhtar and strong traction Naseeruddin Shah. By Prachi Srivastava from Punjab, ear 2014 saw two channels being launched Uttar Pradesh and in the Hindi entertainment space - Zindagi Bihar.” (June) and Epic Channel (November). Y MAHESH SAMAT While Zindagi was backed by media conglomerate ZEEL, Epic Channel was the first offering from Epic Television Networks. The latter is helmed by the former Walt Disney MD. still low. We hope to take it to the next level with Epic Channel was launched with content the new campaign,” Samat says. related to Indian history, folklore and mythology. Some of these shows are being directed/hosted Its shows are from the genres of action, drama, by popular Bollywood names. ‘Mid-Wicket Tales comedy and narrative non-fiction. with Naseeruddin Shah’, ‘Stories by Rabindranath Though the channel still does not enjoy Tagore’, directed by Anurag Basu and ‘Jaane appointment viewing, unlike most Hindi GECs, Pehchaane with Javed Akhtar’ are some of the Mahesh Samat, founder and managing director, shows being launched. Epic Television Networks, shares that it has been “These are more relevant because they form seeing an organic growth since launch. “Like every a part of the mainstream discussion - Bollywood startup, Epic Channel been through its ups and and Cricket. Having said that, a lot of our previous downs. But, overall, we are quite satisfied with shows with the right awareness level will become the progress. We wanted to establish Epic as a mainstream discussions,” Samat avers. segmented channel and we have taken the first The three shows will be placed in the 10 pm steps towards that. Having said that, it’s still a long slot and will have 26 episodes each. While ‘Stories journey,” he says. by Rabindranath Tagore’ and ‘Jaane Pehchaane In week 26, according to TAM, Epic Channel with Javed Akhtar’ will be bi-weekly, ‘Mid-Wicket garnered 5 GRPs (C&S, 4+, HSM). The channel Tales with Naseeruddin Shah’ will be telecast once gets a bulk of its viewership from metro audiences a week. from SEC A B, in the 24-44 age group. “Mumbai The channel recently ran a digital contest, and Delhi continue to be strong markets for Epic, #Dothe10, wherein the user had to create the but we are seeing strong traction from Punjab, UP mnemonic ‘10’ as creatively as possible, using only and Bihar,” Samat adds. his body. The idea was to create awareness and Epic Channel is launching eight shows this strengthen the 10 pm timeslot on the channel. month and has launched an extensive campaign around them. “The awareness of Epic Channel is FRQWLQXHGRQSDJH>>

STAYZILLA Comfort Driven The OOH campaign will promote Stayzilla’s array of personalised services. By Saumya Tewari

arketplace of hotels, 270,000 users, creating 1.1 million Stayzilla.com created impressions. M#AaramStay campaign to Vedanarayanan Vedantham, head promote its personalised services. of marketing, Stayzilla.com, says, The platform currently claims to “We offer convenient stay options to However, Vedantham believes that The concierge service includes have over 35, 000 properties across consumers catering to every personal their model is different. features such as personalised rooms, 4500 towns in India and aims to reach need, which translates into ‘aaram’ in “We are a hybrid marketplace - making sure senior citizens get out to consumers in both metros and Hindi. We wanted to play the local we have both structured properties ground floor rooms, kid-friendly unmetros. vernacular card because it resonates (hotel, lodges, and resorts) and rooms, transportation and flexible The outdoor campaign, executed with our TG as well.” alternate accommodation spaces check-in dates. in Bengaluru and Mumbai, utilised Founded in 2005 as Inasra.com, the (home stays, vacation homes etc). According to Vedantham, bus shelters to inform consumers platform was rebranded as Stayzilla in We have a strong support mechanism adwords, social media and YouTube about Stayzilla’s offerings. It was also 2010. Apart from Oyorooms, it also for consumers for both pre and advertising is working well for heavily promoted on social media competes with established OTAs like post booking service through our them. „ and garnered 10,000 tweets, reaching Yatra, MakeMyTrip and ClearTrip. ‘Concierge Service’,” he asserts. [email protected]

34 afaqs! Reporter, July 16-31, 2015

',*,7$/ TWITTER Keeping Tabs

The new feature cost per engagement and engagement GET STARTED Ads Companion lets rate. One can view a summary he Twitter Ads Companion is across all campaigns or check the Ta mobile tool designed for use advertisers keep a tab performance of specific campaigns. after one has set up campaigns on on campaigns from one’s laptop or desktop computer. OPTIMISE CAMPAIGNS Anyone with a Twitter Ads account their mobile phones. By ith this tool one can edit can access it from the Twitter app. News Bureau Wcampaign bids, budgets and For users of iPhone 6, one has to all campaigns in their ad account schedules. One can also pause or navigate to Twitter profile and then witter, the micro-blogging (spend, impressions, engagements, resume your campaigns. click on the chart icon to access the platform, has come up with cost per engagement). They can also Twitter Ads. Ta feature called Twitter Ads view campaign-level metrics and RESPOND TO Companion that lets advertisers make edits to campaigns (change NOTIFICATIONS ANDROID VERSUS IOS manage their campaigns from their dates, pause/resume campaigns, edit ne can also make edits based sers of iPhone 5 or earlier mobile phones. bids, edit budget). Oon campaign notifications. For Umodels need to go to their It’s available to all advertisers The main features example, if a user receives an email Twitter profiles and click on the gear globally through the Twitter app on offered by Twitter Ads letting him/her know that a campaign icon to access Twitter Ads, while iOS and Android devices. The basic Companion are as listed below: which has exhausted its budget. One Android users need to navigate to objective is to provide ease of access has to click on the link in the email, settings drop down and then click on to manage ad campaigns from just and it will take the user directly Twitter Ads. Additionally, one can about anywhere. MONITOR CAMPAIGN into Twitter Ads Companion, where also access Twitter Ads by navigating The Twitter Ads Companion PERFORMANCE they can quickly add budget to their to their Twitter profile and then enables advertisers to view a t provides information about campaign to keep it going. clicking on the chart icon. „ summary of performance across Iimpressions, engagements, spend, [email protected] 0(',$ MY FM Rap Anthem The rap song, which talks about the radio channel’s content and process of song selection, is being promoted online. By News Bureau ainik Bhaskar Group’s radio marketing. The campaign is being station, MY FM, has created promoted heavily in the group’s Da rap anthem, in association newspapers, Dainik Bhaskar with singer Badshah, to be aired on and DNA. Online platforms like its channels across the country. The YouTube and Facebook are also anthem was launched on July 9. The being used for digital promotions. video of the same was also released Other than that, the anthem is also on YouTube. available as a ring tone across various Keeping up with the current mobile operators. music trend in the country, the Viplove Gupte, national anthem is a rap which talks about programming head, MY FM, says, The anthem is, but also how we bring unique MY FM and its focus on listeners and “The idea was to create an anthem content to our listeners. The rapper procedure of song selection, among for radio. While exploring the was launched on Badhsah meets Radio ka Badshah.” other things. It also highlights the options on who should create this He further adds, “I am excited to channel’s tagline, ‘Jiyo, Dil Se’ and anthem, one name came up very July 9. see the response from listeners, this hopes to build brand connectivity. prominently - one who was not only of its kind. No other radio station rap is especially for our listeners An integrated marketing popular, but supremely talented too in the world has ever created a rap and also to take our philosophy campaign has been launched to - Badshah.” anthem describing the content of forward by telling our credo in a promote the song through various Harrish M Bhatia, CEO, MY the radio station. Not only does fun, musical way.” „ platforms of traditional and online FM, adds, “This initiative is a first it showcase what our philosophy [email protected] ,17(59,(: KIRTHIGA REDDY> MANAGING DIRECTOR, FACEBOOK INDIA “The highest sharing happens when videos stay true to the brand message” With over 125 million users, of which 90 per cent access the platform through mobile, FOTOCORP Facebook is seriously using video to march on. By Saumya Tewari

he social relationship status. networking To exemplify, Nestle, platform, which through its campaign started testing ‘Theater in a Cup’, reached Tvideos in 2013, has been women above 21 years of pushing its video capabilities age in the seven North East to marketers and advertisers states for its Everyday dairy as more and more users whitener campaign. Being consume video content. a media-dark region, it was It claims that not only are not possible for the brand people watching videos, to reach consumers using but also uploading them to other mediums. Utilising Facebook. More than 80,000 Facebook’s ‘Creative videos have been embedded Accelerator’ programme, on third party websites. the campaign connected We spoke to managing with people across rural director Kirthiga Reddy and metro areas in India, If a brand tries about Facebook’s video using photo or video ads, capabilities, SME focus and depending on the person’s to be something the larger business strategy device and connection it’s not, it usually around its apps. Excerpts. speed. Compared to similar campaigns in the region, the doesn’t fly. Tell us about Facebook’s campaign increased brand increased focus on video. awareness by 9 per cent and The biggest shift purchase intent by 5 per cent. that we have noticed in Similarly, Ola Cabs did consumer behaviour on an awareness video campaign Facebook is around visual on Facebook and sent app communication including install ads only to consumers images, emojis, stickers and who have seen their video. views. We have metrics to What kind of brands are message. So, if a brand video. People’s behaviour We have also seen video show where the drop-off going “Facebook first” in tries to be something it’s drives the evolution of our amplifying the ability to was. There has been ongoing their advertising? not, it usually doesn’t fly. platform and that is why drive sales. Therefore, work on compression of While digital players Paperboat, OlaCabs’ ‘Chalo we have been evolving and video works across stages in video files, before it goes on are using Facebook first Niklo’ and Pepsi’s Diwali focussing our marketing brand cycle, be it seed stage the server. advertising, there are campaigns are some brands solutions to get sight, sound (driving awareness), blast mainstream brands that that got it right. and motion to advertisers. stage (launch) or sustenance. What brands are making executed Facebook-only Facebook defines a view as use of videos more? campaigns as well. Coca- The small and medium someone watching a video How have video product We are seeing videos Cola, for example, did a New enterprises (SME) sector for three seconds or more. solutions evolved? across verticals and size of Year campaign in December has been a big focus We record four billion daily From the users’ side, we business. So, from a startup 2014, where they made area for you. How many video views (as of April have relevant score which like Ola Cabs to established ten different videos in ten SMEs use your platform 2015), with over 75 per cent lets users see videos that are FMCG giants like Hindustan regional languages targetting currently? What kind of of those on mobile devices. more relevant to them. Unilever and Nestle use consumers in different money do they spend? We recently introduced videos extensively. We also markets. For a marketer, We have over 900,000 Why is video working on ‘Public View Counter’ which had small and medium reach is important and SME pages in India. Our Facebook? lets you see what is gaining businesses (SMBs) upload regional even more so. They success stories come from Our targetting capabilities in popularity, hence leads over a billion videos, and reached 17 million people across the board. We have make it really unique - to discovery. We have the these businesses cannot through the campaign. success stories from SMEs, the ability to reach the ‘Watch More’ option that afford a TVC. So, Facebook startups working on concerts right people with the right allows users to watch similar video is providing each What kind of videos are and event listings, small message. The filters that our videos. From the marketers’ advertiser, irrespective of being shared? eateries and salons. platform offers include all side, they can track not just their business size, the power The highest number of SMEs can advertise on age groups, demographics, the number of views for their of sight, sound and motion, sharing happens when the education, interests and videos, but also the unique to reach their target. videos stay true to the brand FRQWLQXHGRQSDJH>>

38 afaqs! Reporter, July 16-31, 2015 0(',$

ZOOM / PHILIPS << FRQWLQXHGIURPSDJH Moving Along Something’s Frying “10 pm slot is an experimental one and has a large number of viewers. People don’t mind In the second season of ‘Thank God It’s Fryday’, the chef and his seeing different things as compared to the photographer friend will travel to different cities exploring local traditional TV viewing in the evening, around this time,” he shares. delicacies and new fried flavours. By News Bureau Grey Worldwide and Madison have worked on the new marketing campaign for the channel.

THE SHOWS id-Wicket Tales with Naseeruddin Shah’: MIt will focus on the game’s (crciket) past - match highlights, sportsmanship within the game, stadiums, hits and misses and much more, attempting to re-visit all the wonderful memories of the nation’s first love. It aims to bring alive the humorous side of the game, along with undocumented anecdotes and quirky trivia. Launched on July 10, it airs every Friday.

Chef Ranveer Brar (second from left), Yami Gautam, Gulbahar Taurani, and ADA Ratnam.

oom, the Bollywood and lifestyle channel will offer even more engaging, entertaining and ‘Jaane Pehchaane with Javed Akhtar’, from Times Network, along with Philips, extremely useful and relevant content to our meanwhile, takes the audience down memory Za popular name in the electrical appliances viewers.” lane filled with Bollywood stars, films and category, have launched the second season of Ada Ratnam, president, consumer lifestyle, filmmakers. It is a show that bases its episodes ‘Philips Air Fryer Thank God It’s Fryday’. The show Philips India, adds, “’Thank God It’s Fryday’ on well-researched content and promises to is a fusion of healthy food and photography. was a truly innovative concept that seamlessly reveal some of the industry’s best-kept secrets, Hosted by celebrity chef and brand ambassador brought together food, fitness and travel to create the channel claims. Starting July 8, it will air of Philips Kitchen Appliances, Ranveer Brar, this a very interesting story. As expected, the audience every Wednesday and Thursday. season, the show will have a new format, new loved its first edition in 2014 and were left hungry ‘Stories by Rabindranath Tagore’ will depict fried flavours and a host of healthy and delicious for more. This year, once again, Philips Air Fryer the literary, somewhat imagined world of regional delicacies created with the help of the is joining hands with Zoom to explore more cities Tagore’s novels and short stories. It is set in Philips Air Fryer. and more cuisines to create interesting stories a politically volatile period, constantly shifting Season 2 will also feature a new fusion of that the audiences will love. And it is not just social world of the early twentieth century cooking and photography. The chef and his stories - we have received tremendous response undivided Bengal. It will also depict the then photographer friend will travel to different from people trying the innovative recipes and upcoming urban Calcutta. The show will have cities in the country, exploring various local re-discovering tasty, healthy food. Like everyone each novel in two or three episodes (46 minutes delicacies and new fried flavours. ‘Philips Air Fryer each) and short stories in a single episode. Thank God It’s Fryday’ will travel across Kolkata, Starting July 6, it will air every Monday and Lucknow, Delhi, Ahmedabad, Mumbai, Amritsar, Season 2 will also feature a Tuesday. Hyderabad and Goa, and will target eateries that new fusion of cooking and Besides these three shows, the channel is believe their local fried favourite dish deserves also launching second seasons of its popular to be featured on the show as a photography. properties - ‘Raja Rasoi Aur Anya Kahaniyaan’ challenge to Chef Ranveer’s skills (July 8 onwards; 10.30 pm), ‘Ekaant’ (July 9 and abilities. else, we are also looking forward onwards; 9.30 pm) and ‘Epic Ke Dus’ (July 9 M K Anand, MD & CEO, to Chef Ranveer once again onwards; 9 pm). Times Network, says, “Zoom creating magic with his trusted The other two new shows being introduced is connected closely with its companion Philips Air Fryer.” are - ‘Time Machine’ and ‘Lootere’. Lootere starts premium audiences who are Commenting on the show, Brar on July 10 at 9 pm, while Time Machine will driven in their pursuit of a stylish shares, “In today’s world of stress occupy the 9 pm slot on Wednesdays, July 8 and fulfilling lifestyle. ‘Philips and convenience, where well- onwards. Air Fryer Thank God It’s Fryday’ being and health have become all Epic Channel is not aggressively selling helps them in their quest, as it the more important, a gadget like spots to advertisers yet. “We have seen that, shows them ways to keep their the Philips Air Fryer, along with across media agencies and companies, people diet healthy even as they happily ‘Thank God It’s Fryday’, brings undersatnd the differentiation of Epic.They enjoy tasty, fried food. This is back well-being into our lives, are also waiting for us to get the right kind of

why we are particularly pleased FOTOCORP and with style.” „ traction,” Samat explains. „ to launch Season 2, in which it Anand: cooking health [email protected] [email protected]

afaqs! Reporter, July 16-31, 2015 39 %<,19,7$7,21

MAXUS WHITEPAPER SERIES JIGAR RAMBHIA India - The New Destination for Sports

CHANGING INVESTMENT Abraham own a football team ndia’s love for cricket needs no DYNAMICS... each. Key personalities like Sachin Iintroduction. However, the ven the TV sponsorship domain Tendulkar and Sourav Ganguly own a sports industry is not just limited to Eis changing. India’s leading football team each, Ronnie Screwvala cricket anymore. There has been an broadcaster Star has now started and Anand Mahindra have invested explosion of different sports on TV investing monies in sports; the in kabaddi, and brands Micromax in recent times. broadcaster has a 33 per cent stake in and Musafir.com have bought IPTL ISL and small initiatives like University teams of Delhi and Dubai. BREAKING THE WAVES Cricket. There are even speculations - EMERGENCE OF THE of the network buying a stake in Pro GOING DIGITAL... ‘LEAGUE FORMAT’ IN Kabaddi with efforts on broadcasting ith an increasing number of INDIA... the sport in multiple languages, Winternet users and real-time et’s take a quick look at the onset of thereby increasing the reach of the broadcast, new-age India consumes Lthe ‘league format’ in India. Since property. Interestingly this is an multiple sports and is exposed to IPL in 2008, the number of league era, where we see the country’s lead world-class leagues and formats. formats has grown manifold. For broadcaster network that controls all However, sports consumption on example, ISL (Indian Super League), the significant television real estate digital is largely driven by cricket. IBL (Indian Badminton League), and existing in the segment. Leading sites are ESPN’s Cricinfo, HIL (Hockey India League) are the Yahoo Cricket and Cricbuzz. popular ones. CHANGING SPONSORSHIPS Star’s online web portal starsports. To add to the rise in league AND INVESTMENTS... com telecasts the above mentioned formats, a single sport has two ith sports other than cricket leagues live, making content freely leagues. For example, for tennis, Wbeing encouraged, kabaddi and easily accessible. there are CTL (Champions Tennis was the ground-breaking sport League) and IPTL (International that broke Test cricket’s average SPORTS AS A CAREER Premier Tennis League), and for TVR which was unexpected. This OPTION IN INDIA... kabaddi there are Pro Kabaddi and helped India position itself globally porting leagues generate a new World Kabaddi League for Kabaddi. among international investors, as a Secosystem which develops high Sports Leagues such as WSH (World truly sporting nation so that they interest in the right catchment areas. Series Hockey) and ICL (Indian can invest in sports other than The future of sports as a market for consumption Cricket League) were among the cricket. Involvement of renowned advertisers and marketers will see the unfortunate few that didn’t take personalities added on to the changing break of a new dawn. „ on digital is off. But the magnitude of growing dynamics, even film stars wanted to league formats, led to a rise of 92 get a taste of the investment. largely driven per cent in the sport business with Abhishek Bachchan for instance, (The writer is the Client Leader, `41.1 billion in 2013 from `21.39 owns a football as well as a kabaddi Maxus ESP (Entertainment Sports and by cricket. billion in 2008. team. Ranbir Kapoor and John Partnerships)

<< FRQWLQXHGIURPSDJH The big challenge is education. WhatsApp has become the the heart of those connections. This is a new platform and we are biggest messaging platform in There is a lot of recognition from constantly innovating. So, we are India with lot of brands using it Facebook about how to personalise The highest... working closely with our agency to drive consumer awareness. Is experiences for India. Creative partners - both media and creative. Facebook considering creating it Accelerator is one example. We create Facebook with budgets as low as $1 We just rolled out an online as an ad platform for brands and content for Indian users, keeping in (`63). Brands can target the TG on education course called ‘BluePrint’ small businesses? mind the type of mobile devices and the basis of age, gender, relationship, which has different models for We have no plans to open up bandwidth. The ‘click to miss call’ education, life, interest, behaviour, brands, agencies. GroupM has made WhatsApp to ads. We have found that ad unit has been created especially type of user, data (2G/3G), among it a standard part of its curriculum. communication happens in various for the country. Garnier was the several other filters. We provide We conduct forums where we reach ways - one-on-one, one to group and first to use it and witnessed over 16 granularity for the campaign. out to clients and inform them about one to all. Communication is also times the number of calls from print our solutions. We do ‘Brand Hack becoming visual. We are looking at and digital combined. We recently What’s the biggest challenge while Sessions’ at the clients’, to understand building a family of apps where we introduced Expat targetting as well dealing with brands in India, and their business objectives and how are fulfilling our mission to make the for the India market. „ how are you overcoming it? our solutions can help achieve them. world more connected and being at [email protected]

40 afaqs! Reporter, July 16-31, 2015 -2%6:,7&+

Post: Media Group Head Profile: Junior & Senior person with video scripts, social ads, online pitches & proposals.Support clients Company: Havas Media India Pvt. the ability to work independently ads, email blasts, blog posts, etc.) pitches with product positioning & Ltd and with a teamBringing fresh Develops concepts, thematic and other collateral. Develop and plan Profile: Media planning and buying ideas to life in both print and digital tagline copy as needed out execution of various digital Exp: 4 to 6 yrs. mediaLiaise with studio and the Exp: 3 to 5 yrs. campaigns (Online, Mobile) for Location: Gurgaon, Mumbai digital team for producing final art Location: Mumbai clients Email: ranjeeta.nigam@havasmedia. works. An eye for detail & timely Email: [email protected] Exp: 2 to 5 yrs. com execution of projects...... Location: New Delhi ...... Location: Mumbai Post: Web Content Developer Email: [email protected] Post: Senior Digital Strategist Email: jobs@expressionspixelworks. Company: FreshMonk ...... Company: Edelman India Private com Profile: Write precise & clear blog Post:Business Development Limited ...... and email content. The Content Manager and Business Profile: Build and manage strong Post: Senior Content Writer Writer will craft blog content to Development Executive working relationships with business Company: Uniserved help explain how t-shirt sellers can Company: CDC (INDIA) decision makers at the client Profile: Work across multiple sell more t-shirts and why t-shirt Advertising organization.Assert a leadership role projects in e-commerce and crowd buyers should prefer our platform Profile: Responsible for achieving in working with client partners, sourcing platforms with full creative over the competition. They will also monthly sales plan /budget for understanding their brand and freedom. Food is the subject but craft weekly email communications CDC India Advertising Pvt. Ltd. business objectives, goals and how you talk about it, is up to you. to sellers and buyers The writer Responsible for tracking customer challenges, identifying opportunities Salary will match industry standards should be able to understand our information, forecast reports. to drive customer activation and if your work demands it, will business model and craft relevant Conduct sales presentations at and engagement and aid brand exceed it. content customer site.Responsible for Tie transformation. Exp: 0 to 3 yrs Exp: 2 to 5 yrs up with corporate for Merchant Exp: 9 to 12 yrs. Location: Mumbai Navi Mumbai Location: Pune Membership. Provide frequent Location: Gurgaon, Mumbai Email: [email protected] Email: [email protected] market feedback on products, Email: [email protected] ...... competition ...... Post: Sr. Client Servicing Executive Post: Account Management/client Exp: 1 to 5 yrs. Post: Sr. Art Director Company: Thoughtrains Designs Servicing (digital Media) Location: New Delhi Company: HR Central Pvt. Ltd Company: Magnon Solutions Pvt Email: [email protected] Profile: Brilliant ideation Profile: Maintains senior level Ltd ...... and execution capabilities. client contacts on daily basis.Work Profile: Passion for Digital Understanding of proactively to provide the client Marketing: Able to comfortably communication requirement with marketing solutions.Receives architect and implement solid and strategyEffectiveness of client briefings, and analyses marketing roadmaps with regard communication and client the input of client together with to our core disciplines: SEO, PPC, satisfaction.Awards and recognition background knowledge, research, Websites, Email, Social Media Exp: 5 to 8 yrs. field feedback etc. to produce and RetargetingResults-Driven Location: Mumbai creative brief for the Creative & Strategist: Critical thinking skills to (9(1*22'&$1! 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Limited Location: Mumbai Profile: Works closely with Project Profile: Attain new clients for To view other jobs in Marketing, Email: [email protected] Managers and Digital Designers to DigiStreet Media, i.e., Digital Media and Advertising, log on to: www.jobswitch.in ...... curate content and write copy for a Media sales (Digital Campaign, Post: Creative Visualiser & Designer variety of digital campaign elements Website, Social Media, Search Join us on : facebook.com/jobswitch Company: Xpressions Pixel Works (Responsive sites, microsites, SEO/ Engine & Mobile).Creating lead Pvt.Ltd. SEM, social media posts/tweets, funnel, making presentations,

afaqs! Reporter, July 16-31, 2015 41 3(23/(

A round up of some major people >> MOVEMENTS/APPOINTMENTS<< movements in the last fortnight ADVERTISING MEDIA heil India has appointed Sidharth Shukla as onica Tata, managing director, HBO India promoted to managing Cdeputy general manager - digital strategy. Mhas moved on ending her two-year long partner, Havas Media Mohd. Rehan Ali, Bani Kalra and Smita stint at the company. She was appointed as the - North and East. Khandelwal have joined the team as media managing director, HBO India in 2013. Soumya Sarkar, general director, associate media director and deputy Saregama India, the entertainment arm of manager, Havas Media general manager - digital media, respectively. RP-Sanjiv Goenka Group, has strengthened its India is being given an MediaCom has promoted Rathi Gangappa as creative team with the appointment of Rajesh Beri additional charge as chief operating officer and Siddharth Anand. general manager and (COO), India. She Maxus, a media agency from GroupM, has branch head, Havas will continue to report rejigged its senior management team. Anand Media - West. to Debraj Tripathy, Chakravarthy who had joined last year as head, Abhishek Jain V NARAYANAN MD, MediaCom Maxus West, has been promoted as managing has been promoted India. All MediaCom partner. Based out of Mumbai, he will lead the as executive VP, India office heads and West team and agency’s expansion plans. Investments. Mitesh specialist unit leads Unny Radhakrishnan and Vishal Jacob have Desai, head-creative, will report to her. also been promoted as chief digital officer, national UX and UI, is now Dentsu Creative director – digital, while Mimi Deb and Sairam national creative Impact has appointed Ranganathan have been director, and Gregory Hindol Purkayastha as RATHI GANGAPPA elevated to the position Phillip, who till now vice president, client of general manager. was director, operations services. He joins the network from Publicis Group M’s media at Arena Media, has Groupe where he was serving as associate vice agency Motivator has been named associate president. appointed Vijayant VP - operations for MOHIT JOSHI Dhaka as national Arena Media. head of digital trading. Former CEO of He will be based out Allied Media, Shripad of Gurgaon and will Kulkarni has joined report to V Narayanan. Dentsu Aegis Network VIJAYANT DHAKA Havas Media Group as the managing India has announced a director of Vizeum slew of senior level promotions in India. Mohit replacing S Yesudas. Joshi, currently serving as the managing director, Kulkarni He will also Havas Media India, has been named managing join the Dentsu Aegis director of the media group. Uday Mohan, Network’s executive VIJAY JOSEPH VISHNU SHRIVASTAVA executive director, Havas Media-North is being council. „ UDAY MOHAN

Vijay Joseph has joined DDB Mudra South and East as senior creative director. Based out of DIGITAL Bangalore, he will report to Vishnu Shrivastav, creative head of the same division. Joseph has Prospect India, Mumbai-based earlier worked with JWT India, Ogilvy and Ithe digital agency online realty platform Mather and Disha Advertising. from Dentsu Aegis Housing.com’s board Indigo Consulting Network, has has relieved its chief has roped in Navin appointed Danish executive officer Kansal as its national Khan as director, (CEO), Rahul Yadav. creative director. quality and offshoring. The company’s COO Kansal joins Indigo Prior to joining Rishab Gupta has Consulting from iProspect, he served been appointed as the Grey India where as head of quality and interim CEO.. he was spearheading customer experience DANISH KHAN RAHUL YADAV Razorfish has the agency’s digital at Alluring India appointed Piyush creative function as Tour, a luxury inbound destination management Aggarwal as national director, digital media. executive creative company. Aggarwal brings over 10 years of cross-functional director. „ NAVIN KANSAL Snapdeal has appointed Govind Rajan as chief and leadership experience in digital marketing, strategy officer. Prior to this, he most recently mobile advertising, B2B marketing, and startup served as chief marketing officer (B2C) at Bharti and business transformation consulting. MARKETING Airtel. Concurrently, he also served as CEO - Mobile commerce platform Paytm now has Airtel Money leading Airtel’s foray in the world three high-profile members on its board. These of mobile money and payments. include Ruchi Sanghvi - Facebook’s first woman IC Nomura Mutual Fund AMC has Snapdeal has appointed Amit Choudhary as engineer, Neeraj Arora - former global business Lannounced the appointment of Sarojini senior vice president - corporate finance.In this head of WhatsApp and Naveen Tewari - founder Dikhale as its new director and chief executive role, Choudhary will be responsible for driving of InMobi. officer (CEO). For the record, she is India’s only overall controllership in finance, FP&A and Hungama Digital Services (HDS) has woman leading an asset management company. taxation at the group level. promoted Kamal Amesur and Manesh Swamy as Dikhale brings with her industry experience IndiaMart has appointed Mudit Khosla as executive creative director and creative director, spanning over 32 years in the insurance sector. senior vice president, brand solutions group. respectively. Both of them will be reporting She joins AMC from LIC of India where she He will be devising innovative strategies and to CEO and CCO Carlton D’Silva, Hungama served the company as an executive director. „ managing effective implementation of the same. Digital Services. „

42 afaqs! Reporter, July 16-31, 2015 nd DIGITAL 2 EDITION Agency

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