28 That Winning Touch
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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+$7 MAYBELLINE Swipe to Spice :,11,1* A digital campaign with a Bollywood-esque touch. 728&+ 32 The story behind Procter & Gamble India’s award-winning Touch the Pickle campaign for sanitary napkin brand Whisper. PROFILE Namrata Balwani From entrepreneur to entre-ployee. LIMCA India-specific 6 KINLEY Lasting Truth 14 GOOGLE-TATA TRUSTS Internet Ready 16 MTV SPLITSVILLA Double Bonanza 22 (',725,$/ 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.