January 16-31, 2020 Volume 8, Issue 14 `100

16 INTERVIEW ABHISHEK REGE, CEO, ENDEMOL SHINE INDIA

6 TRAI “Who is TRAI to Decide Which Channels “INDIAN OTT are Unwanted?” 24 NEEDS MORE MOST-VIEWED ADS Best Creatives SHOW-RUNNERS” 26 CEO of Endemol Shine India on leaping MOVEMENTS/PEOPLE Who’s Where from reality TV to fiction on OTT.

EDITORIAL

This fortnight... Volume 8, Issue 14 nline video content is all around us. I paused a tutorial I was watching on EDITOR Sreekant Khandekar O YouTube to attend a meeting to finalise the agenda for vdonxt asia, our PUBLISHER upcoming event on the business of online video, before settling down to write this Sreekant Khandekar January 16-31, 2020 Volume 8, Issue 14 `100 note, a preamble to an interview with the chief of a content studio – Endemol Shine EXECUTIVE EDITOR Ashwini Gangal 16 India’s Abhishek Rege. INTERVIEW ABHISHEK REGE, PRODUCTION EXECUTIVE CEO, ENDEMOL SHINE INDIA Andrias Kisku In the bargain, I am reminded of a chat I had over a year ago when the Indian ADVERTISING ENQUIRIES OTT space was in mid-bloom, with Ormax’s Shailesh Kapoor, about how the Shubham Garg Indian streaming world is running on sensibilities borrowed from Hindi feature films 81301 66777 (M) Noida and why online dramas tend to be literally and metaphorically dark. We have since

6 Apoorv Kulshrestha TRAI interviewed many a decision maker from the online video space; each time we’ve “Who is TRAI to 9873824700 (M) Decide Which Channels “INDIAN OTT are Unwanted?” Noida 24 looked at the same subject, from a new lens. This time, Endemol’s Rege helps us NEEDS MORE MOST-VIEWED ADS Best Creatives appraise the content ecosystem from a production lens. Nikhil Jhunjhunwala SHOW-RUNNERS” 26 CEO of Endemol Shine India on leaping MOVEMENTS/PEOPLE 9833371393 (M) Who’s Where from reality TV to fiction on OTT. Mumbai Rege’s lens is particularly interesting because Endemol is best known for producing Vijayalaxmi Yadav reality shows on television, including Bigg Boss. Now, the team is bullish on web 9930547767 (M) Mumbai content, because Rege sees tremendous potential in scripted, versus non-scripted, web [email protected] content. MARKETING OFFICE B 3, Ground Floor, Sector 4, Another thought provoking part of the discussion was around the way OTT trends Noida-201301 Uttar Pradesh.

have influenced TV shows; going forward, broadcasters, per Rege, might experiment with MUMBAI finite shows a lot more, instead of flogging endless storylines with no closure in sight. 302, Makani Center, 3rd Floor, Off Linking Road, Bandra (W), Mumbai-400050. Our reporter also discussed one of my favourite subjects with Rege – what makes a show premium? I’ve always wondered whether it’s got more to do with the production SUBSCRIPTION ENQUIRIES [email protected] budget – locations and costumes – or the popularity of the director, the glamour quotient of the cast or the marketing spend pumped into promoting the show. Rege’s Owned by Banyan Netfaqs Pvt Ltd and Printed and Published by answer was one I’ve never heard before. Streaming platforms, he says, are more Sreekant Khandekar, at 7-A/13, Ch. Ratan Singh Complex, “balanced” today than they were a year or so ago... and we thought evolution took Jawala Heri Market, Paschim Vihar, place over millennia. New Delhi-110063. Printed at Artz and Printz 208 DSIDC Sheds, Okhla Industrial Area, Phase 1, New Delhi-110020. Ashwini Gangal [email protected] CONTENTS

VIJAY SUBRAMANIAM “Living Room 12 19 Experience is Growing” FORD The director and head, Taking the Road content, Amazon Prime Video Less Travelled India, shares his expectations from the six-episode series It’s the third film in ‘The Forgotten Army – Azaadi Ford’s social content Ke Liye’ and the importance series and it builds an of quality entertainment. emotional narrative.

21 20 8

ARTISTES PULSAR 23 NIRMA Leading the Way Zooming Along Facing the Wrath Brands are choosing rising stars A look at the brand’s journey Consumers aren’t too pleased for their ads. Here’s why. so far through its ads. with this Akshay Kumar ad.

afaqs! Reporter, January 16-31, 2 0 2 0 5 MEDIA TRAI “Who is TRAI to Decide?” The amendment directs broadcasters and distributors to submit the revised channel prices by January 15 and 30, 2020, respectively, with full implementation from March 1. By Anirban Roy Choudhury

t is evident that the amendments to the New Tariff Order (NTO) Iare based on the premise that the regulator believes that “unwanted” The heads of leading broadcasters addressed media in a channels have been clubbed with the conference organised by the Indian Broadcasting Foundation “driver” ones by broadcasters through “In the interim, heavy discounting in a bouquet. advertising will formation of bouquets restricting subscribers’ choice.” In February 2019, the Telecom by the broadcasters vis- TRAI went on to ask the Regulatory Authority of India suffer a lot. à-vis sum of a-la-carte stakeholders, “What other measures (TRAI) rolled out an NTO for Overall too, channels, the Authority may be taken to ensure that the TV industry. While earlier, the advertising will prescribed following unwanted channels are not pushed digital platform operators made twin conditions to to the consumers?”. their bouquet and the local cable suffer...” ensure that price of On January 10, 2020, the operators billed a standard amount SUDHANSHU VATS a-la-carte channels does broadcasters displayed their show to a particular locality, TRAI’s not become illusory: of strength. The heads of leading NTO mandated that to change. i) The sum of the broadcasters in India – Star India, The new regulatory framework all Doordarshan channels. The a-la-carte rates of the pay channels ZEE, Sony, Viacom18, ETV, asked customers to subscribe to broadcasters argued that these (MRP), forming part of a bouquet, Discovery and the India Today the channels of their choice and channels are FTA in nature and shall, in no case, exceed one and Group addressed media in a then pay for whatever they watch. it is unfair to charge customers half times the rate of the bouquet of conference organised by the Indian Accordingly, the broadcasters for channels that are otherwise which such pay channels are a part; Broadcasting Foundation (IBF). “We announced the maximum retail price available for free on platforms like and never did something like this where of their channels and formed their DD Freedish (government’s free ii) The a-la-carte rates of each we all have come together to address bouquet offering too. DTH platform). pay channel (MRP), forming part of an issue. We believe our job is to TRAI observed that the cable In response to the broadcasters’ a bouquet, shall, in no case, exceed tell the story and not be the story, TV cost per house has increased allegations against NCF, the three times the average rate of a pay but this is way too serious,” said manifold and then issued a operators pleaded with TRAI to not channel of the bouquet of which Uday Shankar, president of The Walt consultation paper to correct the reduce the NCF, but instead sought such pay channel is a part.” Disney Company Asia Pacific, and course. The broadcasters pleaded an increase in it, as that is the revenue Apart from that, the Authority chairman of Star India and The Walt with the regulator to avoid any major that gets shared between the MSOs also decided that only those channels Disney Company India. amendments as that would mean (DEN, Siti Cable, etc.) and the which are having MRP of `12 or less The IBF members mentioned disruption for their businesses. The local cable operators. They said this will be permitted to be part of the that the “smaller channels” will DPOs alleged that the broadcasters money is essential for them to service bouquet offered by broadcasters. find it difficult to survive following have priced their channels too high their customers adequately. “These amendments were the the amendments, which will force and, thus, the cable TV cost had After going through all the writing on the wall and it is surprising organisations to lay off employees. gone up. They also alleged that comments from stakeholders and that the broadcasters did not foresee N P Singh, CEO, Sony Pictures because of the increase in price, organising open house discussions, it,” says an analyst working with a Television Networks India (SPNI), many cable TV subscribers have TRAI announced the amendments consultancy firm. He sheds light on a told afaqs! Reporter, “Who is TRAI resorted to cord-cutting. to the NTO on January 1, 2020, just point that was mentioned in TRAI’s to decide which is an unwanted The broadcasters, in response, nine months after first implementing consultation paper released in August channel and which are the driver said it was the network capacity fee it. Among the many amendments, 2019. TRAI had shared that because ones? There are viewers for those (NCF) which is the single largest the one that the broadcasters said there is a huge difference in the channels too. You are the consumer reason behind the price rise, and not will impact their revenues is the bouquet and the a-la-carte pricing, and you make the choice about the pricing of the channels. NCF is introduction of ‘twin conditions’ it had observed “perverse pricing the content you want to watch and the mandatory minimum of `130 – something that the DPOs urged of bouquets vis-à-vis individual pay whether that content is relevant to (excluding GST) that a subscriber the regulator to do during the open channels”. It added, “In the process, you, is a choice that you should make needed to pay. In return, she got house discussions. the public ends up paying for and I must not force on you. As a 100 free-to-air (FTA) channels, TRAI notified, “In order to address unwanted channels, thereby blocking broadcaster, it is not my decision. As which included a compulsion of the issue of huge discount during the newer and better TV channels and a DPO, it is not their decision, and continued on page 8 >>

6 afaqs! Reporter, January 16-31, 2 0 2 0

ADVERTISING

NIRMA << continued from page 6 Facing the Wrath “Who is TRAI similarly, it cannot be the regulator’s decision either. To term any channel unwanted is demeaning the broadcasting community and the consumers. I do not like this terminology. These channels exist because there are viewers for these channels and if there are no viewers, nobody will run channels which do not have any viewership.” Sudhanshu Vats, group CEO, Viacom18, and VP of IBF, shares, “Basically, this concept of defining what is a driver channel is a distribution-industry lingo that the regulator has also started using. This language is used during negotiations between content owners (broadcasters) and the distribution platforms. There you go by sheer numbers – reach and popularity... We have to recognise the diversity and complexity of the country. Trying to micromanage it may not be prudent and is more likely to be detrimental to the growth Nirma has faced a consumer backlash following the unveiling of its of the industry. We should allow the market latest ad film, starring Bollywood star Akshay Kumar. By Ubaid Zargar forces to play out.” The Indian broadcast ecosystem is heavily etergent brand Nirma has found itself may play a police officer or a doctor or so on. dependent on advertisers for its revenue. in the middle of a controversy after the By this logic, everything comic should hurt the As per industry estimates, 65 per cent of Dbrand unveiled its latest ad film featuring sentiments of some community or the other. As the broadcasters’ revenue is contributed by Bollywood star Akshay Kumar. The ad showcases long as Nirma is not pushed to pull out the ad, it advertising, while 30 per cent comes from Kumar as a Maratha king, who has returned home might just create more conversations than what it distribution. While TRAI’s amendment is after a victorious battle. In a very comic storyline, would have normally. related to the distribution ecosystem, it will one of the warriors is confronted by his wife Generally, I think consumers have a huge have its impact on advertisers too, believes after he calls for celebration – all thanks to his appetite for consuming different and a lot more Vats. “In the interim, advertising will suffer a soiled attire. After a brief exchange of words, the evolved content... Such reactions on ads certainly lot. Overall too, advertising will suffer as the characters are seen dancing around, washing their hamper creativity as you start playing safe with reach might come down further.” own clothes. The video has been created by Boing the fear of a negative backlash, and hence land up The IBF mentioned that in the last 15 years in partnership with Purnima Advertising. in a tried and tested space, rather than trying out of regulating the broadcast sector, TRAI has While the overall mood of the film is comic and something new or bold. issued more than 36 tariff orders and ancillary entertaining, some consumers have taken note regulations. The broadcast sector not only of the way Maratha warriors have been depicted, Akanksha Patankar Mirji, brand consultant employs a workforce to run its channels, sparking numerous enraged discussions on social and storyteller but also commissions a huge number of media. Many consumers have taken offence at the In the media world, there have been numerous shows, which, in turn, create employment ad film for allegedly mocking the Maratha warriors ads where people have had various perspectives. opportunities for production houses. In and their legacy. #BoycottNirma charted third on For instance, there are so many ads that feature India’s television business, the broadcaster the top trends for India on Twitter recently, with characters depicting Punjabis, Parsis, etc. But commissions a production house to create a multitude of tweets pouring in to condemn the people don’t take offence because they understand shows, which it airs on its channels. On ad film. But it wasn’t just the brand that faced the it is humour. One has to first understand the average, about 250-300 people work at the backlash, netizens made sure their anguish was intention behind the ad. It is not to make fun of sets where the episodes are shot. With the directed at Kumar as well. any culture. prime time spread across five hours, each While the intent of this campaign is subject to The whole idea of this ad was strictly based channel runs almost 10 different shows of interpretation, the brand has somehow stepped on on a storyline – one of warriors. The way I look 30 minutes each. If a channel shuts down, it some consumers’ toes. We reached out to industry at it, it’s just a matter of perspective. For me, impacts the entire ecosystem and not only the experts to get their perspective the ad talks of victory, shuns broadcasters. on the issue. While the overall stereotypes around women, and Talking about the impact of the makes a statement on how we amendments, Singh says, “As we have Amit Wadhwa, president, mood of the film can all take care of ourselves, already said, the long term impact of these Dentsu Impact is comic and while having fun at the same amendments is going to be severe for the My view of the ad is that it’s plain time... People from the North industry, and eventually, it is the consumer slapstick comedy. I am not a huge entertaining, some might not even know the reason who will suffer.” fan of the ad, but I am sure it has behind the outrage, just like The IBF has said it is contemplating a legal its takers. As far as the consumer consumers have people from the South won’t fight too. As it stands now, the amendment backlash is concerned, I think taken note of when it comes to characters directs broadcasters and distributors to submit it’s completely unfounded. Most from the North. And when we the revised channel prices by January 15 and 30, comic representations, either in the way Maratha take offence in advertisements 2020, respectively, with full implementation movies or ads, will always have warriors have like these, are we upholding from March 1. n a character who has a Punjabi segregation? n [email protected] accent or a Gujarati one, they been depicted. [email protected]

8 afaqs! Reporter, January 16-31, 2 0 2 0

ADVERTISING FORD Taking the Road Less Travelled Ford has launched the third film in its social content series. The video, with a poetic voiceover, builds an emotional narrative around adventures and journeys of travellers. By Ubaid Zargar

ord has unveiled the latest addition to its poetic social Fcontent series. The new ad #Raastey celebrates the journey of those who take the road less travelled. The video flaunts Ford Endeavour as the vehicle of choice, cruising through the hilly terrain of Himachal out that the brand aimed to go About the poetic narrations, which Pradesh. And while scenic landscapes beyond vehicle features and delve he has voiced himself, he says, “When invoke the traveller spirit in viewers, into emotional storytelling. “... We you go through the poem, you’ll the poem narrates a wanderer’s wanted to go beyond vehicle features realise that these are experiences of journey through the roads that are to explore how it (a vehicle) stands every traveller. The metaphors used often overlooked. witness to many discoveries in life are personal journeys. The car is a The video has been crafted by and is, in fact, an enabler to these carrier of the message, but the larger Word of Mouth Media, and written discoveries. With the vehicle as the message is that of ambition. If you by Vineet Panchhi and Kapil Sharma. real protagonist, verse was seen as aim to do something, go and do it. Complementing the spirit of the the best form of expression to bring Don’t just wait.” #DiscoverMore campaign, the social these nuances to life.” content series from Ford aims to Sharma also laid out the brand’s EXPERTS REVIEW bring everyday emotions to life with plans to seek audience participation Sunila Karir, founder and words decorated with visuals. after the campaign nears the end of creative partner, Boing! Previously, the brand had the first phase. “At the end of the Some very evocative writing in this unveiled the first two films from the first phase comprising five videos, we campaign....in all the three ads. And series – Galiyan – a film showcasing want to leave people inspired enough kudos to the team that has written “When you go this. With such sort of intimate through the poem, writing, the poetic voiceover tool is an apt treatment. Ford India has Complementing the spirit of the you’ll realise that remarkably succeeded, for the past #DiscoverMore campaign, the social content these are experiences many years, in taking on an Indian of every traveller. colour in spite of being a foreign series aims to bring everyday emotions to life brand. with words decorated with visuals. The metaphors used are personal Navin Kansal, chief creative officer, 21N78E Creative Labs the multiple sides of the old part of to share their discoveries – preferably journeys.” There is nothing wrong with using national capital Delhi, and Aasman in the form of original poems in VINEET PANCHHI poetry as a narrative style, especially – an ode to childhood. While the regional languages. These crowd in the context of this campaign films had their own designated sourced poems after undergoing a when the intent seems to dial up storylines and narrations, the overall creative process, will form the second of our cameras don’t work below the feeling more than the features. theme of all three videos underscores phase of the series.” zero degrees Celsius. The team was More so, when the features are emotions and adventure. Wasn’t shooting in a place like sheltered in local villages and there being plugged visually... However, The series comprises five films, Himachal, in cold, bleak weather was no connectivity.” I wish the human connect could all fashioned with poems and challenging? Says Vineet Panchhi, Hinting at the upcoming have been stronger and peppered visuals. The campaign will also seek founder and creative director, Word additions to the series, Panchhi into the film a lot more. The glory participation from consumers, in an of Mouth Media, “The challenge was points out, “This is a five film series, shots of the car against the expanse attempt to crowd-source original the winter. Most of the places where and we’ve done three now. The of stunning rugged terrain is all verse on self-discovery, with the the car could be challenged were upcoming two films will be for fine, but it does not seem to evoke tacit possibility of being turned into shut... It was difficult to shoot there... the other two cars – Freestyle and the same emotional high that the videos in the future. We decided that we would take up Ecosport. And then there could be earlier Galiyan campaign was able to Kapil Sharma, head of the challenge and shoot there. If you a culmination film in which all five achieve. n communications, Ford India, points know filming, you’ll know that a lot cars appear.” [email protected]

12 afaqs! Reporter, January 16-31, 2 0 2 0

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CEO of Endemol Shine India on leaping from reality TV to fiction on OTT. By Anirban Roy Choudhury

he streaming market in India is exploding. As per consultancy firm KPMG, India is estimated to have a pool of 500 million paying subscribers by 2023 – that is more than three times Netflix’s global subscriber base Tof 158.3 million. While platforms are gunning for volumes, writers and directors are trying to please the nation’s diverse, heterogeneous streaming audience. Meanwhile, it’s open season for content producers. For production powerhouse Endemol Shine India, best known for its non-fiction (reality) shows on television (Bigg Boss, Khatron Ke Khiladi, MasterChef India, India’s Next Superstars, etc.), the OTT world is a relatively new, immensely challenging, yet potentially lucrative one. Here on, the production team is looking to strike an equal balance between television and OTT content. Founded in 2015, Endemol Shine India is part of Endemol Shine Group, which was acquired by French studio Banijay Group last October. Interestingly, Abhishek Rege, CEO of Endemol Shine India, believes Banijay and Endemol will continue to compete with each other, instead of amalgamating under one umbrella. For Rege, the digital video streaming space is a way to increase the amount of revenue the firm gets from its scripted content. To this end, his team is remaking Dutch show ‘Pinozza’ – as ‘Arya’ for Hotstar – creating Originals – like ‘Bombay Begums’ with director Alankrita Shrivastava for Netflix – and is bullish on acquiring book rights – this includes ‘The Sane Psychopath’, a show about mental health based on Salil Desai’s novel, content based on American novelist Robin Cook’s books, and a series based on Amitav Ghosh’s ‘Ibis Trilogy’ (director Shekhar Kapur and screenwriter Michael Hirst will work on it) that Rege hopes will catapult Endemol onto an international pedestal. Through a quick chat with afaqs!Reporter, Rege, who has spent the last eight years at Endemol, shows us what the

INTERVIEW ABHISHEK REGE, CEO, ENDEMOL SHINE INDIA

16 afaqs! Reporter, January 16-31, 2 0 2 0 COVERSTORY content ecosystem looks like through a production lens. From our business perspective, we get paid Edited excerpts. a mark-up on the cost... which means, as the producer, we are taken care of. See, the multi- As the world around it has changed, does season concept helps the platform attain higher Bigg Boss remain the biggest television retention. Also, the sequel of a good first season is entertainment property in India? How is OTT easier to market, compared to a new season where changing the game? you have to invest a lot more. So, as you get more Yes, Bigg Boss remains our biggest show and we seasons in, the overall project cost keeps declining. don’t see that changing anytime soon. In fact, we are in conversation with broadcasters as we intend There’s a perception that only ‘premium’ to expand it to more languages. shows are binge-worthy. How do you define With OTT players coming in, broadcasters premium? might want to experiment with finite daily shows... The definition of premium content is – a very we see a possibility of that trend emerging in India. expensive show, with a lot of known faces on and Instead of a 260-episode show or soaps with an off screen. The reality is, a lot of OTT players have unlimited number of episodes, it might move to a now started looking at the specific requirements fixed number of episodes – say, 150 or 200 – where of each project; the Netflix that first came in and it’s not too much of a cost-chunk, yet there is a the Netflix of today are very different in terms of definitive story and closure for the audience. approach. The conversation has moved from ‘what do you want?’ to ‘what’s needed’. It’s very rationale- Interesting, but is that possible in a ‘daily driven today. viewing’ market like ours? Having said so, if you want to create a fantastic, When we say ‘daily soaps’, we have to realise that at blown-up, expensive property, there are players the end of the day, there are multiple tracks that are who will say “do it”, but in general, it’s more created for those shows on a regular basis. If there necessity-based today. is a finite storyline, there will be an arc they would stick to and there will be fewer generation jumps This sounds like cost-cutting... (leaps) and frequent track changes. That could For a series, if you have a big director, then you happen between seasons, which is a more logical can then go ahead with a mid-range cast. When way of approaching it. you invest heavily in a writer and a director, you Economics wise, if you look at a 150-episode have got one side covered. Similarly, if you decide kind of a scenario, it’s not that far off from a to bring in fresh talent on the writer/director 260-episode contract. With finite shows, the focus front, then you need to spend on a top will shift to writing and the interest level of both the the chances of getting it tier cast. writers as well as the viewers will stay up. done. The IP goes to “When Netflix Platforms have started taking a the platform. and Amazon came balanced approach now. I believe Endemol is known for its non-scripted shows If shows are the marketing expense involved – do you see this format doing well on digital? to be remade, to India, show-runners (money spent promoting What is your OTT strategy like? or if prequels/ became the need of the hour. shows) has played a role. Absolutely. More and more OTT players in India sequels have to This is not an appointment are looking at the non-scripted side of things. be made, then In American formats, the show- viewing medium and, In the last three years, we have grown about 45 the production runner is either a director or a therefore, platforms need to per cent. Our strategic move is to ensure we grow house must spend to ensure discovery. more than 20 per cent year-on-year, as the market remain the same. writer. The problem with talent It is good that this is is opening up. We see growth coming in from happening... otherwise we scripted content, but at the same time, non-fiction Speaking of here is at every level, not just will end up doing fewer shows, will continue to grow too. The difference is, non- sequels, do you when it comes to show- instead of giving viewers more fiction will grow at a steady pace versus scripted, decide the number options. which will see a sudden jump. of seasons for a show runners.” at the outset? Of late, Do we have enough talent to Okay, what is the ideal ratio you would like to many highly anticipated manage these, and other, requirements? target between the two types? sequels (Sacred Games, Inside No, and that is the biggest problem. Today, about 80 per cent of our revenue comes Edge) didn’t live up to the hype... In television, we always had project heads leading from non-scripted content, and 20 per cent from Each season has to give the viewer closure. If the a show. Sometimes, they were called creative scripted content. The attempt is to attain a 50:50 second season doesn’t give a viewer closure, he/she directors, at times, the owner of the production ratio by 2022, if not 2021. This is a goal we have will feel the time spent watching season one has house involved played that role. In the UK, they set for ourselves. I think it is a realistic goal. I say been a waste. So, there must be a sense of fulfilment are called executive producers, in the US, they are this on the back of the number of shows that are in for watching a season. known as show-runners. the pipeline. I see growth in our ‘scripted revenue’ Also, each episode must end on a note that When Netflix and Amazon came to India, show- coming in from the content we will produce for makes the viewer automatically tune into the next runners became the need of the hour. In American OTT platforms. episode. The idea is to get them to binge; if you formats, the show-runner is either a director or a manage to do that, it is more likely that they will writer. The problem with talent here is at every Are your upcoming scripted shows come back for the second season, which can either level, not just when it comes to show-runners. commissioned by platforms? What is the be a continuation of the first or start with a different We have a limited pool; there’s only a certain business model? plot. number of good directors who can direct premium For us, the financial model is still the commission- shows. Now, if you want to have that director as underwritten model. We go to platforms like How important are sequels for you to become show-runner as well, he/she needs to commit to Hotstar, Amazon, Netflix, or to broadcasters and profitable? the project full time. It’s the same for writers as tell them about the ideas we have. Sequels are proof of success and are, thus, very well. And that is not possible at this stage. So, you In a lot of cases, we go with a package, which important. Unless the platform itself is in a brand might just have enough writers and directors, but includes the idea, the director, the writer, and the building phase, it won’t commission more than a you certainly do not have enough show-runners. n show-runner. The better the package, the higher season if the story does not click. [email protected]

afaqs! Reporter, January 16-31, 2 0 2 0 17 POINTSOFVIEW Is Freelancing the New Name of the Agency Game? In light of the recent spike in project-based partnerships, afaqs! Reporter asks experts Bobby Pawar, Debarpita Banerjee and Sohail Khan to give their take on the trend. By Abid Hussain Barlaskar

BOBBY PAWAR, DEBARPITA BANERJEE, SOHAIL KHAN, chairman and chief creative officer, president North and East, FCB Ulka, business head, SVG Columbus India Havas Group India managing partner, Fuel Content (Dentsu’s digital and content arm)

IT’S A GLOBAL THING THAT’S THIS TREND HAS SURELY THE FAST EVOLVING DIGITAL SEEPING INTO INDIA. THE GROWN IN INDIA OVER LANDSCAPE MAKES IT CLIENTS SAY, ‘I DON’T NEED THE LAST FEW YEARS, IMPOSSIBLE FOR A SINGLE TO PAY A BIG AGENCY LOTS OF PARTICULARLY FOR AGENCY TO HAVE ALL RESOURCES MONEY EVERY MONTH AND CAN OCCASION-BASED BRANDS UNDER ONE UMBRELLA. WE engage them only for a big campaign and businesses that look at more immediate have been receiving frequent and get smaller agencies for the everyday ROI. That is the reason short term sales requirements from a diverse set of work’. That’s a model among many take priority over long term brand building. clients for specific project-based work. others. As far as the future of the Of course, there are pros and cons. The requirements have been diverse, business is concerned, when you talk While this new and emerging trend ranging from specific content solutions, about building long term engagements seems like an efficient work model at the digital videos for a campaign to tech with consumers and building brands that beginning, clients must also bear in mind solutions such as chatbots or apps. make a meaningful difference, there has that constant pitching makes for very ‘here Client associations are sometimes to be a certain amount of consistency and now’ and sometimes inconsistent brief or even ongoing, depending on the about the relationship. Sleeping with communication, along with creating an nature of the project, but the onboarding different partners doesn’t lead to environment of uncertainty and lack of process is considerably shorter than an consistency. I don’t think that there’s accountability. elaborate AOR pitch process, and works much of a future in it. The trend might There is also a hybrid model emerging, best when the time is of essence. accelerate over the next three to four which, to my mind, could be a better way years, but speaking of the long term, forward. This could work for a scenario the project-based business won’t be the where an agency is empanelled and then norm. work is given out, on a project basis, to The larger agencies benefit from the the empanelled agencies – with or without large scale accounts, while also using a pitch. This model enables a consistent the people for project-based work. relationship with both the marketing and Obviously, any new development product teams, and a better understanding affects and has an impact on the way of the brand. of functioning. But still, most of the pitches that are happening are AOR pitches. It is a problem to participate in frequent pitches as agencies have to invest time and resources in them.

18 afaqs! Reporter, January 16-31, 2 0 2 0 #miawards

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ARTISTES Rising Music Stars Lead the Way Artistes like Naezy, Knox Artiste, Prabh Deep and Ritviz are singing with brands. These associations lead to complete music videos designed to be hummable, shareable, and be a part of playlists. By Abid Hussain Barlaskar

he 2019 production ‘Gully Punjabi rapper Prabh Deep (35.6K EXPERTS SPEAK UnAcademy solves as a product. On Boy’, a feature film about subscribers on YouTube). Pepsi Ashutosh Harbola, CEO, the other side, if you see Ritviz’s Tthe underground Indian rap partnered rapper Knox Artiste for Buzzoka, an influencer marketing Liggi video for Bacardi, it is about scene, helped zoom in on the ‘others’ Har Ghoont Mein Swag (2.28M agency, maintains that there isn’t a set tying up with the persona of the artist in the Indian music scene. This subscribers), so did OYO for its O of qualification metrics for a brand that created Udd Gaye. With Udd supernova, the shock wave of which Yo Yo music video. Edutech brand selecting a rising star. “It is basically Gaye, Ritviz created his flamboyant rippled through digital mediums, Unacademy partnered rapper Naezy about who fits the marketing mix image pegged with EDM and hip created lots of smaller instant stars. (638K subscribers) for its Let’s Crack of a certain campaign. There can be hop culture that is picking up in It’s not that they hadn’t worked hard It! anthem. Naezy also crafted the hundreds of reasons for the selection, India. Both the above examples are for it, but suddenly, they achieved a Rukta Nah track in partnership with but eventually the first hand appeal basically great pieces of selection by significant amount of the mainstream OnePlus. to audience is what matters.” these brands, considering the value limelight. And brands like limelight. It looks like brands are out to make “The trend of using upcoming proposition they have driven out of Branded music videos used to be the most of the quick fame, as none musicians or non-mainstream them,” Harbola adds. the refuge for alcobev brands that of these are long term associations artistes is either part of moment Carlton D’Silva, CEO and chief are barred from going la-la-la across or endorsement deals. But how do marketing or capitalising on the creative officer, Hungama Digital mediums of mass outreach. Today, they get the fit right? It probably has audience that the individual appeals Services, says, “... The main reason brands across segments are taking to with the followers and audience to. For example, Let’s Crack It! behind bringing such artistes on to such videos for ads. These ads base these artistes command - what anthem by UnAcademy is a perfect board is reach and an appeal to the feature smaller non-mainstream stars the industry calls ‘amplification’ of blend of both Naezy’s topical fame brands core TG... All the brands who have a decent digital presence, campaigns. After all, we are talking as well as his struggles as an artist here serve an audience that is which, at times, might seem bigger millions of views. connecting back to the problem that predominantly millennial and Gen than mainstream faces as well. One Z. They listen to these artistes did witness a spurt in ‘rap’ ads right and they are mainstream in their after Gully Boy but that was more These ads feature smaller non-mainstream stars eyes. It’s a great way to garner about rap. who have a decent digital presence, which, at some pertinent eyeballs and, in BookMyShow just launched turn, reach out to their TG more its brand campaign in the form times, might seem bigger than mainstream faces. effectively...” n of a music video featuring [email protected]

20 afaqs! Reporter, January 16-31, 2 0 2 0 INTERVIEW

VIJAY SUBRAMANIAM “Living Room Experience is Growing”

peaking to a group of journalists, national award- magnum opus, and it is his magnum opus which India is a mobile first country where most winning filmmaker Kabir Khan had recently he gave us the opportunity to work on. It is an of the consumption is happening on hand- Ssaid that there was a story that he had lived with epic ‘period war drama’. Both the genre and the held devices. Then, why did you lay so for ages but no studio was willing to back it, given the theme are very hard to produce and it requires much emphasis on quality, resolution, scale he had mounted it on. a tremendous amount of not just resources, but cinematic experience? ‘The Forgotten Army – Azaadi Ke Liye’ finally also patience. It is not something that comes It’s par for the course. What we don’t found a taker three years ago after Seattle-headquartered easily to storytellers here. It is one of the early realise is these mobile phones come with e-commerce giant Amazon launched its video-on- shows we shook hands on and it has been a seriously high-quality screens. We are buying demand platform in the country. ‘The Forgotten Army’ journey of almost three years. Now, we have the these phones because they come with a good is based on the formation of the Indian National Army opportunity to bring it to our customers. camera and are ready for Ultra High Definition (INA) and its fight for India’s independence. I am hopeful that this show will shine a light (UHD) content. What has changed is that the It traces the true story of Indian soldiers who on history in a very entertaining and meaningful viewing has become personal. I don’t think we marched towards the capital, with the war cry ‘Challo manner. I truly believe that this show is timeless have dropped our expectation of quality just Dilli’, to free their country from the reign of the British. and it will live beyond just a series, and beyond because the viewing has become personal. We The episodic series revolves around the INA, which was this year and the next. It will become a point have a broad spectrum of expectations across forged out of British defeat in Singapore during WWII. of reference where we keep going back to it. what we watch. It shows how it was led by Netaji Subhash Chandra This show is a step ahead in our commitment Bose and had the first-ever women infantry regiment to provide customers a reason to own a part Do we have a clear idea of what viewers formed anywhere in the world. of the story or all of it, to provide a cinematic expect from OTT ‘Originals’? The series will be available for streaming on experience. There is a certain quality that you are okay Amazon Prime Video on January 24, 2020, and the with when it comes to television, and there is a premiere has just been launched. Vijay Subramaniam, completely different expectation when you go to director and head, content, Amazon Prime Video the cinema. When it comes to OTT, cinematic India, said it took them over three years to film this quality is very important, it is expected to six-episode series. In an exclusive interview with afaqs! be closest or better than films, and why not? Reporter, Subramaniam shared his expectations from It is a matter of choice, you may set it to a the series and the importance of quality entertainment. low resolution streaming because you are data Edited Excerpts: conscious. We can give all the tools, but one must have the choice to enjoy it in its full Kabir Khan recently mentioned that not cinematic glory. many studios were willing to back the While India is no doubt a mobile-first country story, given the scale and resources it would and is going to remain this way for a long time require. Does that make it Amazon Prime’s in terms of consumption on mobile, living room biggest show in India? experience is also growing. Especially for a show Yes, it is our biggest show so far. It is our like ‘The Forgotten Army’, which is something one would like to watch while sitting with the entire family. One would like to enjoy the spectacle of the series on a large screen “It always starts TV and to enable that is also our with the story responsibility. first. We can Is it because you have a tried and tested showrunner have the in Kabir Khan that you world’s greatest decided to go ahead with a project of this scale? Is runners, but the individual the key what you element? It always starts with the need is a great story first. We can have the story.” world’s greatest runners, but what you need is a VIJAY great story... frankly, SUBRAMANIAM they are symbiotic, when you get a great story, it always comes with a good showrunner. Specifically,

continued on page 22 >>

afaqs! Reporter, January 16-31, 2 0 2 0 21 ADVERTISING

WAGH BAKRI << continued from page 21 Two Cups of Togetherness “Living Room the concept of show-running is very important because long-form means a commitment that goes above and beyond what the industry is used to. It is a new creative muscle that the industry is learning to exercise and I must admit that they are doing it very enthusiastically. So, this individual or individuals become very important because they are a part of every life stage of the story. Equally important are our writers, as we believe that the battle for the story is won or lost in the writer’s room. We believe that with the right mix, you are able to envision this in the long-term – coming back with successive seasons.

But doesn’t the marketing get simpler when you have names like Zoya Akhtar or Kabir Khan associated with a project? No! It definitely helps awareness, but what’s super important to keep in mind is, eventually A three-minute anthem has been composed by Akshat Parikh and we are asking customers to give us seven-eight hours of their time and engage with episodes Divya Limbasia, and sung by Arun Kamath. By News Bureau after episodes. The aim for all those creators is to make the customer own the story. Only hmedabad-headquartered Wagh Bakri highlight the same, Scarecrow created a TVC with then does the story live beyond its release. Chai, a subsidiary of Gujarat Tea Processors a montage of ‘Two Cups’. “We bought images shot People going into Inside Edge Season 1 after AAnd Packers Ltd, has released a campaign to by Mukul Raut, who has been clicking two cup the launch of season two is a stamp of owning celebrate its 100th anniversary. As per Euromonitor shots for a long time now. About 130 of them were a story. So, while it helps to have established estimates, the packaged tea market in India stood at used to create the film,” informs Bhatt. creators as they come with storytelling skills, around `15,000 crore in 2019 and Wagh Bakri is Along with the TVC, there is a 100-year anthem finesse and maturity to be able to influence the third-largest player in the category. too. “The purpose of the anthem is to capture all aspects of long-form storytelling are also Tata Global Beverages and Hindustan Unilever Wagh Bakri’s 100-year journey in India,” says important. I think it is equally important to (HUL) dominate the market, but Wagh Bakri is a Bhatt. The three-minute song has been composed have a great story, great writing and everything dominant player in the country’s western parts. On by Akshat Parikh and Divya Limbasia, and sung else coming together. Otherwise, you won’t the shelves, Wagh Bakri tussles it out with Brooke by Arun Kamath. The lyrics of the song musically pass the first couple of episodes. Bond, Taj Mahal, Tata Tea Premium, Tata Tea weave in the brand’s positioning line, ‘Hamesha Gold, Tata Tea Agni Dust, etc. Close to 65-70 per Rishtey Banaye’. “It describes how Wagh Bakri What is it that a show like ‘The Forgotten cent of the sales, according to a Technopack report, has been creating relations for 100 years. The Army’ must deliver for it to become a is routed through the kirana stores, supermarkets brand’s tea making process is intertwined with success? and hypermarkets. the emotions of its consumers, For us, India is a very exciting market and Wagh Bakri, which and the anthem details how they we are here for the long run. We definitely want reportedly spends over `100 have reached global heights and shows like this to drive customers, engagement crore in marketing, has given the marked Gujarat on the world and a whole bunch of other things. The simplest creative mandate to Scarecrow map,” asserts Bhatt. measure of success is when the second season M&C Saatchi. A TVC, a With several other 100-year is announced and it goes into production. It celebratory anthem, and a campaigns being released all the is equally important for us to recognise that “Timeless Calendar” constitute time, it was important to create stories like this married to a global service like the centenary campaign. The one that “stands out”, says Bhatt. ours, give us the opportunity to take Indian Wagh Bakri Tea Group, which “A 100-year campaign does not storytelling to the world. Increasingly, what started operations in 1919 from always mean chopper shots or big we have learned is that the more authentic the a tea depot, has come a long way spends, the idea does not come stories are, the more likely they find audiences and is now available in multiple with a price tag. The idea needs from everywhere. We have had instances when a blends, variants and formats. to show that there is love and non-diaspora audience in Boston and New York “Since inception, the brand affection behind it and has been were talking about ‘Family Man’ (an Amazon believes in bringing people closer “Since inception, executed with a lot of effort. It Prime Original). and in creating relationships. also needs to travel. This is the Scarecrow intends to capture the brand believes approach we took,” he says. We have seen brands like ‘Too Yum’, the same in the three-piece in bringing To conclude the campaign, ‘Engage’, ‘JBL’ integrate in Inside Edge campaign, in a unique way” says Scarecrow created a ‘Timeless Season 2. Is it a move to better monetise Manish Bhatt, founder director, people closer Calendar’, which intends to premium properties? Scarecrow M&C Saatchi. signify that even after a century of Not at all. If there were brands in there, In the ‘Two Cups of and in creating bringing people closer, the brand they were organic and were decisions made by Togetherness’ TVC, the brand relationships.” will continue to do so for many the producer. n is seen bringing people together more centuries to come. n [email protected] MANISH BHATT and creating relationships. To [email protected]

22 afaqs! Reporter, January 16-31, 2 0 2 0 MEDIA

RAJ COMICS PULSAR Big Screen Beckons Definitely Male afaqs! Reporter traces Indian superheroes Nagraj, Doga and Dhruv may soon be seen in the brand’s journey and movies. By Abid Hussain Barlaskar diversification through its ads. By Abid Hussain Barlaskar

big round headlamp and a bulky muscular fuel tank on a sporty design frame – Athat was Bajaj’s first Pulsar launched in October 2001. With a design theme very close to naked street bikes of the time, Pulsar gave Indian consumers a little more than the usual functional requirement of mobility. The launch got cracking with the ‘It’s a Boy!’ TVC and the ‘Definitely Male’ tag line crafted by Piyush Pandey at Ogilvy (then Ogilvy & Mather). Pulsar ditched its bold round headlamp for newer bikini-half-fairing headlamps in 2003 with the Pulsar DTSI. While the Pulsar name stayed put, the design and performance specifications changed over the years, giving rise to various models. While planned to be a Pulsar, the 400cc CS was later launched as Dominar, and launched a direct attack on Royal Enfield, the cruising agaraj, Super Commando Dhruv, Pinki, 1985 – and India got an action hero centred around strongman with the campaign Haati Mat Paalo. Billu, Bankelal, Chacha Chaudhary, snakes. Over the years, Raj Comics has published Only a few months ago, Bajaj launched Pulsar’s NSuppandi, Shikari Shambu – all these over 3,500 titles across characters. “Having Hindi first sub-150cc model, the Pulsar 125 Neon. characters were once household names. They are at our core, we have a strong presence in the The brand’s ‘Definitely Male’ tag has stayed all Indian comic book characters which used to Hindi belt.” put through the 18 years of its presence. The figure alongside school books and once occupied Gupta says the industry is showing signs of new special campaign tracks the journey of an aisles in neighbourhood book stores and magazine recovery with slow, but steady growth over the kiosks. Shops and libraries used to rent out last six to seven years. “The sales numbers started comic books for charges as low as a few rupees. dropping in 1998 and by 2010, sales were 10 per Unlike in the West, where comic books saw a cent of what they used to be. We were on the resurgence with the adaptation of characters in verge of closing down. We have regained some Hollywood movies, India is yet to witness such a ground and today, stand at around 30-35 per cent phenomenon. of our previous presence.” There has hardly been any form of adaptation The resuscitation is taking place with the gush of Indian comic book characters in movies so far. of digital air and rising popularity of Western Something on these lines might just be around the superheroes via movies. “Our former readers corner, reveals Manoj Gupta, editor, president and are reconnecting via our digital presence across co-founder of Raja Pocket Books and Raj Comics. channels like Facebook and Instagram. They Among popular characters from the Raj Comics are building communities. Again, the increasing household are Nagraj, Doga, Bhediya, Bankelaal, popularity of Western superhero characters from The new campaign tracks Dhruv, Parmanu, among others. Marvel and DC, fuelled by Hollywood movies has the journey of a child to Gupta says the value of the Indian comic book led to a spike in demand for Indian superheroes. market has dwindled over the years and is valued We have planned to bring in newer characters,” adulthood, equating it with at a little under `50 crore today. says Gupta. Eighty per cent of Raj Comics’ On adapting the characters in Pulsar’s turning 18. portfolio is superheroes, 10 per The value of the other mediums, he responds, cent comedy and 10 per cent is “We’ve been trying to make adventurous child to adulthood, equating it with thrill and adventure. An issue Indian comic it happen and even produced Pulsar’s turning 18. And what does he do once he of Nagraj sees around 30,000 book market has TV serials in 2000, but the turns 18? Gets his license ready and hops on to a prints, Dhruv sees 25,000 and market hadn’t matured then. It Pulsar. Over the years, Pulsar has always targeted other characters see 18,000- dwindled over the is gradually opening up now. young adults. With the new ad, the brand is 20,000 prints each. “There was Plans are in the pipeline for clearly associating with the kind that’s having its a time when we printed around years and is valued movie adaptations of several of early experiences of legally riding an automobile. 3.5 lakh copies of a single Nagraj our characters. Things are taking Pulsar today has a presence in more than 65 issue. But things are looking up at a little under shape now and the outcome countries. Going by Bajaj’s claims, it commands gradually,” says Gupta. `50 crore today, should be visible in 2020-21. over 40 per cent share in the sports motorcycle After publishing mythological, Not just movies, these characters segment in India and every third sports bike mystery and adventure comics, says Manoj Gupta will also be seen in web series on sold is a Pulsar. The brand crossed the one crore Gupta’s quest for creating a OTT platforms.” n global sales milestone in 2018. n superhero resulted in Nagraj in of Raj Comics. [email protected] [email protected]

afaqs! Reporter, January 16-31, 2 0 2 0 23 MOST-VIEWEDADS

AIRTEL INDIA OLA VOLKSWAGEN INDIA TATA TEA PREMIUM The ad film tells you about a new prepaid The ad film shows you how being a little A beautifully crafted ad film that shows Have a bold way of dealing with things, yet recharge, combined with a health insurance mischievous can help you this new year the emotional attachment of a father and keeping your heart pure, the ad film brings deal. (2020). But, be careful with the lives of your his daughter using little burglary. out the good in all people. loved ones.

NETFLIX INDIA OYO SELL ON AMAZON INDIA INDIAMART INTERMESH The ad film gets you all ready to just sit at Being responsible and yet having a great Every box has a story to tell, and The ad film tries to portray the significance your home and watch Netflix, rather than go time is what drives this ad film. that’s how this whole ad film has been of everyone’s work and its importance in out and deal with humans. conceptualised. daily life.

VICE ASIA PPDC WORLD SAMSUNG INDIA ADITYA BIRLA CAPITAL Making the news to get through, even in A colourful advertisement that makes With a turmoil of emotions, the ad film takes The advertisement makes you see the the worse condition, propels the idea of this sure you get hooked and keep on clicking you through a great journey of life. harsh realities of life and gives you a beautiful advertisement. photographs just like that. reality check on mutual funds. Creative agency: Blank Slate

PIB INDIA VIVO INDIA STAR SPORTS MANYAVAR An awareness campaign to let people know A parenting moment captured wonderfully, this This cleverly crafted advertising video is Giving a hard time to people in suits, this the benefits of using FASTag (National advertisement asks you to keep your cellular sure to entertain cricket enthusiasts. ad film asks you to dress traditionally this Electronic Toll Collection programme). device down and have a life. wedding season.

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

24 afaqs! Reporter, January 16-31, 2 0 2 0 JOBSWITCH

Post: Account Director Location: Mumbai impeccable - both written Post: Client Servicing Executive Company: PMG Integrated Email: [email protected] and verbal. Should be able Company: CupShup Communications ...... to do thorough research on Profile: Cracking new corporate Profile: Act as an advisor to clients subjects given to them. partnerships and working closely on marketing communications Post: Key Account Manager Technical background is with the BD team to understand solutions. Manage overall progress Company: Vritti Solutions preferable. the ropes of the business. and development of accounts and Profile: The candidate will be Experience: 3-4 years Ideating and planning BTL projects. Actively establish new responsible for sales & marketing, Location: Bangalore activities that cater to a segmented business leads and develop business media planning & management, Email: [email protected] niche of elite corporates, proposals. Establish, maintain key account management/ client ...... understanding the requirements and strengthen relationship with servicing, business development, of the client and providing solutions existing and new clientele. team management, MIS/ reports/ Post: Sr Visualiser that matter. Experience: 12-15 years operations. Company: Thoughtrains Designs Experience: 1-2 years Location: New Delhi Experience: 3-5 years Profile: Creative flair, originality, Location: Mumbai Email: [email protected] Location: Chandigarh a story visual sense and computer Email: [email protected] ...... Email: [email protected] skills .Confidence to present ...... and explain ideas to client and Post: Graphic Designer colleagues. An interest in graphics Post: Sr Visualiser Company: STIR Post: Social Media Manager and typography. Company: Melange Profile: The candidate should have Company: Prawal Media Experience: 4-8 years Communications loads of creative flair and an eye Profile: Collaborate and maintain Location: Mumbai Profile: Ability to translate for detail. While here, you will have close relationships with cross- Email: [email protected] creative briefs into visually the chance to work on projects for functional teams to maximise ...... engaging designs, graphics and some leading global brands. The the impact of social media layouts. Handle multiple projects roster of opportunities extends efforts by ensuring alignment in Post: Manager - Client Servicing in a fast-paced environment across domains, ranging from communications across channels. Company: Span Communications and meet deadlines. Create and advertising and digital to films Analyse and report social channel Profile: Professional with good maintain the visual look for brands. and events. and activation performance to communication skills, commercial Mandatory knowledge of design Experience: 0-2 years quantify the effectiveness of acumen and proficiency in working software. Knowledge of InDesign Location: Bangalore campaigns and drive scalable on government ATL campaigns. will be added advantage. Email: [email protected] learnings. Experience of independently Experience: 5-8 years ...... Experience: 2-4 years handling government clients in Location: Mumbai Location: Hyderabad reputed advertising agencies is Email: [email protected] Post: Sr Accountant/ Accountant Email: [email protected] a must. Will be responsible for Company: Kautilya Multicreation ...... servicing ATL clients and follow-up Profile: Graduate with a minimum for new business. seven years of experience. The Post: Digital marketing Executive/ Experience: 5-7 years candidates must have good working Social Media Manager Location: Bengaluru, Kolkata, knowledge of latest version of Tally, Company: Thought Bubbles Bhopal Accounting Standard, Income Tax Profile: Manage the strategy Email: [email protected] EVEN GOOD CAN! and GST rules. and setup of all paid campaigns...... GET BETTER Experience: 7-10 years Thorough knowledge of digital Location: Mumbai campaigns with planning experience Post: Business Development Email: [email protected] on Google AdWords, SEO, Manager - Corporate Business ...... social media presentations, websites, Company: India News ecommerce, etc. Manage social Communications Post: Group Head - Copy media community & facilitate Profile: Responsible for TO ADVERTISE, CONTACT: Company: Quotient ideas to build it. current business management. Shubham Garg Communications Experience: 1-5 years Development of new business, Email: [email protected] Profile: Simply put - Thinking up Location: Mumbai strategy and planning, create and Aakash Bhatia great ideas and bringing them to Email: manoj.motiani@ manage team. Have excellent skill Ph: 09650544122 life with the power of language. To thoughtbubbles.in in planning and presentation, Email: [email protected] give you a slightly more specific ...... vast network of competent [email protected] idea, there will be campaigns to vendors, worked in various To view other jobs in Marketing, conceptualise, headlines to be Post: Content Writer kind of industries. Well versed Media and Advertising, log on to: written, body copy to be crafted and Company: Paradigm Plus Marketing with industry opportunities and www.jobswitch.in presentations to be created. All with Communications challenges. Join us on : facebook.com/jobswitch that unique touch that makes the Profile: Experience in writing Experience: 5-7 years good, great. long copy posts, blogs, articles, Location: Noida : twitter.com/Jobswitch Experience: 4-8 years whitepapers. English should be Email: [email protected]

afaqs! Reporter, January 16-31, 2 0 2 0 25 PEOPLE

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

MARKETING ADVERTISING of Grey with data-driven digital Amazon Megha Chopra as general manager Outbrain solutions from Autumn Grey Bharti Airtel’s chief executive and vice president, global commercial Outbrain, the leading discovery to create a future-facing agency officer for broadband services services (GCS) India. In this role, and native advertising platform on model and framework. Sameer Batra has quit his position Chopra will be responsible for the open web, has appointed Jainab Sandipan Bhattacharyya, CCO, to join hands with e-commerce leading the company’s commercial Shaikh as the director of sales. This has been promoted to MD and giant Amazon as director for mobile services business, providing payment is a renewed role at the company CCO, Grey Group India. He business development. Batra was solutions to corporates throughout as it enters a period of growth and has over 20 years of experience with Airtel for 14 years in multiple the country. transformation. Shaikh will help in advertising, having worked at roles. Before leading broadband With over 18 years of diverse develop and execute strategic plans BBDO India, Enterprise Nexus services, Batra led Airtel’s content experience across the corporate to achieve sales targets and expand and Saatchi & Saatchi. service Wynk. He has also worked and commercial banking segments, the amplify sales business. Shaikh for BPL and Reliance Infocomm in Chopra comes with a deep brings over 13 years of experience Landor the past. understanding of financial services, in the digital media industry. After spending nearly two decades digital solutions and the evolving in the agency side of the business, Amway India business landscape shaping customer 82.5 Communications Alexander Robertson of Landor Amway India, the leading direct demand. She joins American Express 82.5 Communications has has moved on. Robertson worked selling FMCG company, recently from Citibank, where she led the appointed Preeta Mathur as its at Landor as an executive creative announced the appointment of Ajay transaction business for the northern group creative director. Mathur director who specialised in Khanna as chief marketing officer region. is based in Delhi and will head branding and marketing. Now, for India. Khanna is a marketing Prior to this, she was with creative for 82.5 Delhi. A Delhi he is working as CMO at ACG veteran, with over 24 years of Standard Chartered Bank, where University graduate, Mathur World, a pharmaceutical company, experience in the FMCG and she was responsible for origination, started her career with Grey and is based out of Mumbai. telecom industry, and takes over structuring and syndication for Worldwide in 2001 and since the reins from Sundip Shah, who is large value, complex and structured then, she has gathered a wealth BEI Confluence embarking upon an entrepreneurial financing solutions for large of experience across local and The BEI Confluence board has journey after spending nearly three corporates in North and East. international brands, across varying elevated Abhishek Gupta to decades in the corporate world. categories, from healthcare to deputy MD with effect from Khanna will continue to be based Samsung India telecom to automotive to FMCG. January 1, 2020. Gupta has been in Amway India’s headquarters Ranjivjit Singh, senior vice president working with the agency since in Gurugram and will report to and chief marketing officer of Grey 2015. Earlier, he was with Ogilvy the chief executive officer Anshu Samsung India, has decided to Anusha Shetty, CEO, Autumn & Mather, where he worked for Budhraja. move on from the company. Prior Grey, has been appointed chairman over four years as a senior brand Khanna completed his Bachelor’s to joining Samsung, Singh has had and group CEO, Grey Group India. management professional heading degree in Commerce from Sri Ram stints at organisations like Hewlett With over 20 years of marketing O&M’s flagship brands like Sprite College of Commerce, and Master’s Packard, Microsoft, Ericsson and advertising experience, Shetty and Kinley from the Coca-Cola in Business Administration from Communications, Levi Strauss and co-founded Autumn Worldwide, a Company as well as the lighting Birla Institute of Management Hindustan Unilever. hyper-specialised digital marketing division brands of Philips. Technology, before starting his On his movement, Singh says, firm. Prior to this, Shetty has held Gupta comes with over 16 marketing career with a leading “After almost six years as SVP and assignments in agencies like Lowe years of experience in creative and telecom organisation, where he CMO of Samsung India, having and Euro RSCG, working on brand management, and has earlier worked for three years prior to helped the company achieve many multiple brands, including Intel, worked for leading global agencies joining Amway India. great milestones, it’s time for newer Titan, Unilever, Honeywell, to like Euro RSCG and Publicis in experiences. With immense learnings name just a few. Delhi/NCR across brands like American Express and super memories of contributing Shetty will work closely with Nestle India, McVities Biscuits, American Express Banking towards building a $10 billion revenue Nirvik Singh to ensure a seamless Indiatimes, Max New York Life Corporation (AEBC) India has company in India, am excited about transition of leadership as they Insurance and more, before joining announced the appointment of the future.” combine the creative strength O&M in 2012/13.

MEDIA DIGITAL

Brand Solutions & Convergence SonyLIV Aggarwal comes with over 19 Network 18 Media & Investments Digital has elevated Azim Lalani as COO - Manish Aggarwal has joined years of experience traversing brand solutions & convergence. Previously, he was the business head - English SonyLIV as head - growth and leadership roles in verticals News Cluster - Firstpost, News18 India and was responsible for overall growth, monetisation, digital business. like content acquisition, revenue strategy, financials and day to day operations of the business. With an He will be responsible for partnerships, advertising revenue experience of more than 20 years in the media industry, he has also worked with strategising the subscription maximisation, consumer insights publications like Rediff.com, India Today and Indian Express in the past. business (both India and generation and innovations in international) of SonyLIV. He digital. Prior to joining Sony News Broadcasters Federation will also be responsible for Pictures Networks, he worked News Broadcasters Federation (NBF), the Indian industry association for news maximising revenue through with Zee Entertainment broadcasters from 14 languages and 25 states, has appointed R Jai Krishna as syndication, licensing and Enterprises as principal cluster its secretary general. Krishna is also working with Unacademy as a professional partnership for the platform. head - advertising sales. educator on contract basis (as mentioned on his LinkedIn profile).

26 afaqs! Reporter, January 16-31, 2 0 2 0

WE HAVE ONLY ONE RULE, 1,254 ALWAYS RULE. We came, we saw, we became the undisputed king of Bhojpuri Entertainment. Big Ganga IBFA Singapore 2019 telecast has recorded the highest viewership in the Bhojpuri category from 2017 onwards. 686 And this proves that while we break records, we also create history.

577

348 342 297 282 265 218 211 Source: BARC; Variable: GTVTs’000s Period :FY’17 till date TG:CS 2+;Market: Bihar & Jharkhand (U+R) 2+;Market: TG:CS :FY’17 till date Period GTVTs’000s BARC; Variable: Source:

Big Ganga Bhojpuri Bhojpuri Bhojpuri Bhojpuri Bhojpuri Dishum Dishum Bhojpuri Dishum IBFA Cinema Cinema Cinema Cinema Cinema Dhamaka IBFA Cinema IBFA Singapore Screen Awards Bam Jai Jai Bam Bam 2020 London Jai Malaysia 2019 2019 Bam Chhathi Chhathi Bhole 2017 Chhathi 2018 Bhole Maiya Maiya 2018 Maiya 2019 2019 2018 2017

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