May 1-15, 2019 Volume 7, Issue 21 `100 8 COVER STORY PRASHAN AGARWAL CEO, Gaana

14 AQUAGUARD/BISLERI Spot the Difference They’re two brands, but have similar ads. 18

ZEE CINEMA Rebranding Exercise CMO Prathyusha Agarwal on brand positioning. 17

SUMANTO CHATTOPADHYAY Meet Adman ‘Sumo’ He runs online tutorials to GAANA: teach netizens English. MOST-VIEWED ADS THE FULL STORY Best Creatives 20 MOVEMENTS/APPOINTMENTS As Times Internet’s music streaming app crosses a Who’s Where 22 milestone – 100 million monthly active users – we chat with the CEO of the platform about ‘the next 100 million’. eol

This fortnight... Volume 7, Issue 21 here’s a handle on Twitter called @memannara that belongs to an actor named EDITOR Sreekant Khandekar T Mannara Chopra. You may not be familiar with this name, but the penny PUBLISHER May 1-15, 2019 Volume 7, Issue 21 `100 might drop if you read her bio on the social networking site; among other things, she Sreekant Khandekar 8 COVER STORY PRASHAN AGARWAL calls herself ‘the Gaana girl’, for she is the bubbly young lady in the blue dress in the EXECUTIVE EDITOR CEO, Gaana most memorable ad for the Times Internet-owned music app Gaana – ‘Bas bajna Ashwini Gangal

14 AQUAGUARD/BISLERI Spot the Difference ASSOCIATE EDITOR They’re two brands, but chahiye gaana... arrey gaana gaana gaana...’ goes the composed song. have similar ads. Sunit Roy 18 PRODUCTION EXECUTIVE This issue, we’ve got Prashan Agarwal, CEO, Gaana, on the cover. A former serial Andrias Kisku

ZEE CINEMA Rebranding Exercise entrepreneur, Agarwal joined Gaana three years back and is now the proud custodian CMO Prathyusha Agarwal ADVERTISING ENQUIRIES on brand positioning. of an app that boasts 100 million monthly active users. We spoke to him about where Shubham Garg 17 these users are from, the behaviour traits that characterise them, the kind of content they 81301 66777 (M) like, and, of course, everyone’s favourite projection-themed area – where the next 100 Apoorv Kulshrestha SUMANTO CHATTOPADHYAY Meet Adman ‘Sumo’ 9873824700 (M) He runs online tutorials to GAANA: teach netizens English. million are likely to come from... and psst: how many of them are likely to pay for what Noida MOST-VIEWED ADS THE FULL STORY Best Creatives 20 MOVEMENTS/APPOINTMENTS his app has to offer. Nikhil Jhunjhunwala As Times Internet’s music streaming app crosses a Who’s Where 22 milestone – 100 million monthly active users – we chat with 9833371393 (M) the CEO of the platform about ‘the next 100 million’. Mumbai Agarwal likened the process of acquiring users to building a house. It’s pointless [email protected] if the first few bricks leave as you focus on getting more. Yes, he was referring to the MARKETING OFFICE importance of user retention. B 3, Ground Floor, Sector 4, Noida -201301 Uttar Pradesh

The ecosystem Gaana is part of is a competitive and fascinating one; musically MUMBAI 302, Makani Center, 3rd Floor, speaking, India, which used to be a download market for years – (I recall downloading Off Linking Road, Bandra (W), Bollywood songs from a site called Cool Goose or Cool Toad, or some such, a long time Mumbai - 400050 back!) – suddenly became a streaming market. We know why. SUBSCRIPTION ENQUIRIES [email protected] In India, besides Gaana, the segment comprises brands like Spotify, Saavn, Wynk Owned by Banyan Netfaqs Pvt Ltd and as well as Amazon Music and YouTube Music. Now, there must be a damn good Printed and published by reason YouTube – a platform that’s home to all kinds of stream-able content – saw merit Sreekant Khandekar, at 7-A/13, Ch. Ratan Singh Complex, in launching a separate app just for music. It’s a space poised to grow. Jawala Heri Market, Paschim Vihar, New Delhi-110 063.

Printed at Artz and Printz 208 DSIDC Sheds, Okhla Industrial Area, Phase 1, New Delhi - 110020

Ashwini Gangal [email protected] CONTENTS 6 16 PUBLICIS INDIA Cross-dressing Executives The initiative is part of Publicis India’s #AllEqual campaign. 10 NADIA CHAUHAN POINTS OF VIEW Delivering Twitter-Vistara Moments of Joy Lessons With Parle Agro just When brands face warranted announcing its summer E-COMMERCE 19 campaigns with Appy Fizz wrath on and Frooti, we chat with the Wooing Meat Lovers Twitter, should company’s Joint MD and The way urban India shops for they delete CMO. meat is slowly changing. or defend?

afaqs! Reporter, May 1-15, 2 0 1 9 5 ee

NADIA CHAUHAN Delivering Moments of Joy arle Agro has announced summer campaigns life sized ones and two miniature ones. The with Appy Fizz and Frooti. With Appy Fizz, entire idea of the miniatures leads back to when PSagmesiter & Walsh conceptualised a 360 we introduced the new Frooti packaging. That’s campaign starring Salman Khan and Jr. NTR. when we first created the entire miniature In a press release, Nadia Chauhan, Joint MD world. The reason for that is when we wanted and CMO, Parle Agro, said, “Appy Fizz, a 740 to introduce the new Frooti packaging in 2015, Core brand, has grown by 70 per cent in the last year. most companies that presented to us about how Witnessing this phenomenal acceptance from consumers we could possibly go about doing it, did it in a has fueled our desire to chalk an aggressive marketing manner where the packaging was in your face strategy and build this category to `4,000 crore. Both and the camera was totally focused on it. What Salman Khan and Jr. NTR have a huge fan base that these guys did was to make the packaging stand will help us connect with our consumers.” Jr. NTR out, they made everything else small. Such a joins Allu Arjun as the second celebrity from South simple idea ended up creating a whole world for India to be a brand ambassador for Parle Agro brands us. That’s unique to us. in the region. Frooti is a light hearted drink, and we want Appy Fizz holds nearly 99 per cent market share in to deliver moments of joy. That’s what we want the sparkling fruit drink category. In tandem, the total to do with our ad films too - deliver moments spends on media are about `200 crore this year across of joy and the whole miniature big version is to both Appy Fizz and Frooti, with the company claiming create the entire energy of a relationship. a 100 per cent increase in digital spends. This year onwards, Parle Agro’s digital mandate has been moved Can you tell us about the faces on your entirely to Sagmeister & Walsh, from Digitas. brand? We had the chance to catch up with Chauhan at We’ve been with Alia for the last year and her office. Some edited excerpts from the conversation: recently we brought Varun on board. The playful “Today, the `10 price point rivalry they have off screen is something that we How have you been driving growth in this were able to extend into our brand campaign sector? in the FMCG segment is so seamlessly. They enjoyed it so much that When you’re a category driven by impulse, one of the most powerful at one point, Varun was posting something to nothing is more important than top of mind Instagram to Alia and she was responding too… recall. If you create communication that is price points that exists... That wasn’t even part of our plan. fleeting and blends in with everything else that’s Nobody will break that Having more characters beyond celebrities going on, then you’ll never really be able to have gives us the leeway to do more on digital or that kind of top of mind recognition. price point.” anywhere. It’s becoming important for TVCs What this has really done in this journey in the to have a multi-platform adaptability as well last 10 years is that it’s created a very powerful NADIA CHAUHAN to create a great amount of engagement. If you top of mind recall for our brands and has led to have a 30-second spot, you make an edit, run it market share gain from 22-27 per cent. We’re would love to have products at that price point on digital, it doesn’t really work. at the #2 position a year after we’ve started the because the ease of transaction is the highest. As far as Appy Fizz is concerned, it’s brand entire journey. We’ve occupied the #1 position values have always focused on being macho and as well in Delhi, UP, Haryana, Kerala and our Can you tell us about the latest Frooti bold, and having a great attitude. The stars are aspiration is to grow to that position nationally. campaigns and how you’ve executed it? independent for each brand. For Allu Arjun, it Stop motion happens in India as well but the was quite well known. The kind of look we’re What does the `10 price point mean to a kind of craft that Sagmeister & Walsh actually creating with our stars, it’s quite important that marketer in the FMCG sector? invested in is something that you can’t see the brands need to complement each other. Today, the `10 price point in the FMCG anywhere in India. We’ve tried for so long to see Him, holding that position, he’s really taken segment is one of the most powerful price if we could do something like this in India, it’s very naturally to the entire world of Frooti. points that exists. It’s almost branded like the just unimaginable. When I went there and I saw That’s very critical because we’re using strong one diram price point in the Middle East - it, the entire film is shot on a table. The whole colours, a bold look and feel. That’s one aspect nobody will break that price point. Whether it’s process and everything is fascinating. It comes and the other is that he’s known popularly for `5 or `10, it’s to do with a lot of factors such as together beautifully in creating a unique visual his dance. circulation of currency and ease of transactions world for the brand. for consumers. `10 is a branded price segment We invested in the power of design, not just Can you tell us what it’s been like working that allows for distribution, penetration... Frooti in motion, but in static. Which is why we’re one with these actors? has almost 75 per cent market share in that of the companies in the category that invests For us, these are relationships that we really category in the `10 space. heavily even in outdoor. We really use outdoor value and these are big investments and both It’s a price point that we have not vacated to support the TVCs and really amplify the need to drive the brand in a certain direction. over the last 10 years. We’ve built on a visual world that we’re building. Every one of our stars, starting from Shahrukh tremendous level of efficiency and distribution to Salman to Alia and Varun… We don’t just and manufacturing just to ensure every year Why use miniatures to tell this story? Why want to sign a cheque, we want to join into a that we can stick to that price point in spite of not regular sized characters? partnership. n inflation and other factors. Most FMCG brands There are four characters in the film - two [email protected]

6 afaqs! Reporter, May 1-15, 2 0 1 9

e

AQUAGUARD/BISLERI Spot the Difference Halo of success or shadow of dilution? We spot two similar ads by two brands - both leaders of their respective categories. By Sunit Roy

ime and again, leading brands (especially category Tleaders) get so popular that they become synonymous with the category. At the same time, they get trapped by their own success. The result - ‘so-called’ popular brands/ category leaders’ have to spend heavily on marketing campaigns to tell consumers not to be influenced or fooled by ‘look-alike’ brands. For example, in the 1990s, Coca-Cola launched its Thanda Matlab Coca- Cola campaign starring Aamir Khan. Cut to 2018 - water purifier brand Aquaguard launched its ‘Har Water Purifier Aquaguard Nahi Hota’ “There was enough consumer direct selling channels, Aquaguard campaign to use the iconic stature of work done to indicate that the products are now available in retail brand Aquaguard and differentiate it benefits of copper in drinking water stores and across e-commerce “Over the past from other players in the category. were well known and understood platforms. Today, with over a 59 three decades, Bisleri also followed suit with by people. In fact, when the product per cent share of the electric water ‘Samajhdaar Jaante Hain Har Paani concept was tested, many consumers purification market, Aquaguard has Eureka Forbes has Ki Bottle Bisleri Nahin’. were delighted by the fact that an become a leader in the category. re-engineered the Eureka Forbes, the marketer of age-old health tip was now getting In the price-sensitive segment too, Aquaguard, recently launched a a technological makeover. It was the Aquaguard has a product offering water purification TVC under the ‘Har Water Purifier confluence of modern and traditional sold under the brand AquaSure. Aquaguard Nahi Hota’ umbrella. that set the stage for our idea. And to “As a brand, we haven’t been the industry by Through this ad, the brand promotes make things interesting, we twisted largest advertisers, yet six of every introducing new its newest innovation - Aquaguard the Dadi-Poti dynamic,” says Pallavi 10 water purifier sold in India is an New Copper Ionic RO. The ad plays Chakravarti, executive creative Aquaguard. Not to forget, the strong technologies.” on the generation-gap narrative, director, Taproot Dentsu, Mumbai. backup of the post-sales service SHASHANK SINHA showing in a double Taproot Dentsu conceptualised and network serving over 20 million role (a youngster and a grandmother) created the multi-media campaign. consumers for years and present in with both characters agreeing with a radius of five kilometre in each If trying to gain back share, the the science-backed belief that copper- WHAT’S IN BEING A LEADER? town of India we work in makes comparative angle could have been infused water is good for health. The size of the electric water Aquaguard a strong proposition. The more hard-hitting.” “Over the past three decades, purification market in India is years of trust we enjoy with high Says Siddhant Lahiri, head - Net Promoter Scores (NPS) and our strategic planning, Rediffusion, The size of the electric water purification unique Omni Channel Approach “How many times have you asked (sold through Direct Sales + Retail + for a ‘Bisleri’ at a shop, been handed market in India is approximately `4,000 crore. e-Tail) gives us the largest footprint a different brand and accepted it in the market,” informs Sinha. without batting an eyelid? Why Eureka Forbes has re-engineered approximately `4,000 crore and it would Bisleri want that? It makes the water purification industry by has been growing at 8-12 per cent. OVER TO THE EXPERTS sense, therefore, for the category introducing new technologies The water filter/purifier market According to Mythili Chandrasekar, creator brands to sometimes stand and solutions to address changing has strong players like Kent, TATA a consumer behaviour and brand up and voice their originality and consumer needs. Through this Swach, Voltas, etc. However, a large strategy enthusiast, “‘Har Paani Ki authenticity and urge consumers not campaign, we are continuing our part of the market is still unorganised Bottle Bisleri Nahin’ actually took to accept any other player. The same crusade to build a more aware and and the industry is expected to see the competition head-on and showed logic applies to Aquaguard. We all healthier India,” says Shashank a lot of consolidation, especially at discerning loyalists rejecting other say ‘Aquaguard laga lete hain’, but Sinha, chief transformation officer, the bottom end. In other words, brands. It was a leader-brand trying are okay with other brands. It’s about Eureka Forbes. the current penetration of water to deal with ‘Me Too’ competitors time the brand tried to position itself Before the product was launched, purifiers is low and this provides and wanting to bring back lapsed as the original and authentic one.” the brand conducted extensive enough headroom for growth across consumers. However, the ‘Har For Santosh Mutalik, co-founder research. It covered 4,500+ geographies. RO Aquaguard Nahin Hota’ line and chief creative officer, Haapus consumers across 12 cities/towns From the first water purifier brand is a throwaway as the story is not Creative, the story and storytelling in India involving detailed mind- to be introduced in India in 1984 to a comparative or loyalty story and could be more interesting since the discovery workshops, qualitative a brand with a recall level of 92 per doesn’t lead up to the line strongly. It product support ‘Copper Ionic RO’ surveys and conjoint analysis to cent, Aquaguard has come a long stays in the housewife/kitchen space seems new and interesting. n understand consumer preferences. way. From being sold only through and is not particularly imaginative. [email protected]

8 afaqs! Reporter, April 16-30, 2 0 1 9

pooe Twitter–Vistara Lessons: Delete or Defend? When brands face warranted wrath on Twitter, should they delete or defend? By Aishwarya Ramesh

SANJAY TRIPATHY SUDHIR NAIR KV SRIDHAR Co-founder & CEO Founder and Director Founder & Chief Creative Officer Agilio Labs 21N78E Hyper Collective

IF A BRAND OR A MARKETER HAS WHETHER A BRAND CHOOSES THE MOST BASIC THING IS THAT TAKEN A STANCE, IT SHOULD TO PARTICIPATE IN YOU MUST HAVE A TONE AND STICK TO IT IF IT BELIEVES IT’S SOCIAL MEDIA ACTIVELY IS A VOICE. IF YOU’RE GOING TO THE RIGHT THING TO DO. IMMATERIAL THESE DAYS. CHANGE YOUR TONE/OPINION, IF IT HAS CREATED SOME SORT IF IT DOESN’T, CONSUMERS NOBODY IS GOING TO TAKE YOU of negative opinion, then the marketer will. Historically, any brand that chose to seriously. We have an opinion and we needs to ask himself if he has ignore conversations has had to bite the stand by it unless convinced otherwise. actually gone wrong in terms of the bullet and play catch-up eventually. Coca-Cola has a stance of optimism communication or is it just people In the context of Vistara, I personally and all its communications are through being trolls. They need to ascertain how feel the brand should have defended the that lens. Its stance is bringing the world people are reacting and they should do tweet. All TATA brands have been apolitical together with Coke. It faced a lot of the right thing. Brands should be open for the longest time. Beyond his views, backlash for this stance, but stood by it. to some kinds of negative publicity too. General Bakshi is a celebrated war veteran. If you don’t respond within three To determine if a brand should There is no harm if Vistara chose to tweet minutes, the response doesn’t matter delete a post or not, it should do a his picture on board its flight. It has not to the person who raised the query on sentiment analysis to see what people endorsed his ideology. Twitter. You must have the control to are saying about the post. There are To me, it is also disrespecting a war send out a tweet immediately. If you’re ORM tools which will help you do veteran. Vistara should have stated running a social response cell, it should that. Brands should have multiple its point of view and left it at that. The be there 24x7 and must understand layers of approval and communications customer is the king; however one should the brand’s point of view, its tone and should go through multiple channels of look at it more objectively. It was not a the dos and don’ts. If it understood, it scrutiny before it’s put out. The brand case of unattended customer complaints wouldn’t have tweeted about Bakshi. can also take a call, along with its social or grievances. If the brand has hurt He has made comments about Indo- media agency, before putting out a sentiments by virtue of its comments Pakistan relations in the past. communication. or views, it should apologise and delete There is an opportunity because Jet In the current situation where Jet the communication. In this case, how do Airways is going down. Vistara doesn’t Airways has gone down, airline brands General Bakshi’s political views make him have a point of view; it let a tactical one don’t want negative publicity. They’re any lesser a war veteran? What has the go through and then realised it’s going most likely to gain due to periods brand said that endorses his views? By to affect the larger TATA brand. The of non-availability. Maybe it’s just deleting the tweet, the brand has insulted TATA brand is all about the impact contextual in nature. It comes down to his contribution. on society, not the impact on the immediacy and how people are reacting. bottom line.

10 afaqs! Reporter, May 1-15, 2 0 1 9

Gaana: The Full Story As Times Internet’s music streaming app crosses a milestone – 100 million monthly active users – we chat with the CEO of the platform about the users, challenges and ‘the next 100 million’. By Abid Hussain Barlaskar esides music trends, international music content featuring genres and tastes, the music from 21 languages, including conduits through Assamese, Hindi, Urdu, English, which personal music Bengali, Odia, Gujarati, Kannada, is consumed have also Marathi, Punjabi, Tamil, Telugu, Bchanged: the Discman followed the Malayalam and other Indian regional wearable Walkman, then came the languages. MP3 player and finally after the iPod About the launch days, Agarwal wave, our mobile phones became says, “The real revolution started in our personal music players. While 2015 when the app economy started all of this was unfolding, a parallel to develop in the country. People world was evolving: music platforms were seen carrying mobile phones that rely heavily on two kinds of as an entertainment device. As modern day magic, the internet and smartphone penetration grew, so did algorithms. These online music the consumption of entertainment streaming platforms enable users on-the-go, including music in audio to stream directly on their devices and video form. That’s when the without necessarily downloading growth really started and the platform music files. Presently, among the witnessed a monthly active user base major players in India are Gaana, of around 10 million. The next phase Wynk, JioSaavn, Amazon Music was Jio’s data wave, in late 2016. and relatively newer entrants like That, coupled with the advent of YouTube Music and Spotify. smartphones, made the mobile a The Times Internet team bigger venue for entertainment.” announced that Gaana, its ‘freemium’ Today, 80 per cent of Gaana’s music platform, just crossed a major users come from the top 20 cities. milestone: 100 million monthly active Agarwal feels rural users are “catching users. A Deloitte report suggests up fast”, though, and expects the next that in December 2018, there were 100 million from the smaller cities nearly 150 million music streaming and towns, basis the growing demand users in India. On the occasion, we for Indic language content on the chatted with Gaana CEO Prashan app, like Punjabi, Bhojpuri, Telugu Agarwal about the platform, the users music, for instance. it boasts, their behaviour patterns and About 15 per cent of the listeners the path ahead. today come from Maharashtra, 12 Agarwal joined Gaana in May 2016 as COO before taking over as CEO in February 2018. Prior to joining Gaana, Agarwal had founded multiple “We tech startups like PropTiger, an independent real estate advisor, and understood per cent from Uttar Pradesh and consumer better and better, and 19miles, a marketplace for buying 10 per cent from Delhi. In the last provided a very simple song-based and selling used cars. Before the consumer year, Tier-II city usage grew the user interface. That gave us traction his entrepreneurial outings, he fastest (96 per cent), followed by in terms of users who were boarding worked at organisations like better and provided Tier-I (84 per cent) and Tier-III the bandwagon of the internet...” Naukri and GE Infrastructure. a simple song- (78 per cent). Around 10 per cent According to him, Gaana infiltrated of Gaana’s total user base is from the big league 2017 onwards and GAANA, AN OVERVIEW based user outside India. witnessed around 3X growth in the Gaana was launched by To what does Agarwal attribute last two years from around 40 million Times Internet, the digital arm of interface.” Gaana’s growth? “Our saliency was users. the Times Group, in 2011, a time very high,” he answers, “and the Gaana offers music in 16 Agarwal refers to as the era of the brand had a recall of over 90 per languages. The team introduced 12 web. Gaana provides both Indian and cent. We also understood the Indian Indic languages two years ago for

14 afaqs! Reporter, May 1-15, 2 0 1 9 oeo users unable to read English. “We families respectively were replaced saw huge traction for this, especially by new monthly charges of `49 for in southern India. This was coupled students, `99 for individuals and with the voice assistant. Soon, we `149 for families. JioSaavn offers a were seeing almost 24 per cent of monthly rate of `99 and an annual users selecting the non-English pack at `399. For Spotify, it’s `1,189 interface,” says Agarwal, who sees a annually, `389 for three months, lot of potential in the small town user `719 for six months, `129/month, pool looking for an experience on the `39 (seven days), `13/day. Amazon app in their native language. “Apart Music, which is part of Amazon from the top six cities, the others are Prime membership, is priced at more localised in their approach,” vs `129 per month or `999 per year. he shares. Interestingly, the habit But would this impact the radio of storing music on one’s industry in India? Jehil Thakkar, phone is on the decline and partner, Deloitte India, thinks only exists as a phenomenon otherwise. “People tend to look in smaller towns. “People at radio as a very music oriented today are streaming more medium but it’s actually not. The and more. Subscribers who hook of radio is actually its local get downloads for free also nature. People listen to the RJs don’t download songs today. along with other local content. With data and connectivity, I expect that both will coexist,” a download doesn’t hold the Thakkar says. same charm it used to...” he adds. Also, download habits in EARLY DAY WOES... smaller cities and towns are also The initial challenge was simply Decked with $115 million, expected to die down, as they get to get the name right and take the more exposure to the diversity product to the people. “The idea was Gaana rivals foreign and of content available in the music to get a colloquial name and the first streaming space. big thing we got right was zeroing homegrown players. in on ‘Gaana’. Next was getting the THE MUSIC STREAMING campaign right...” He’s talking about SEGMENT... the catchy ‘Bas Bajna Chahiye Gaana’ The target now, Agarwal tells us, TV ad; it’s been five years since the is to grow the ecosystem to 60 per campaign first broke and the jingle latest being on January 8, 2018. the platform offers HD quality audio cent of the population. “With a total is still easily recalled. “Those two Spotify claims to have bagged over along with an ad-free version of the user base of 150-160 million, we factors were key as far as educating a million users in India in less than product. The paid subscriptions also have just touched 10 per cent of customers to come to the platform a week of its launch in February. allow users to download songs. A the population. We have a strong went,” Agarwal says. Google’s YouTube music claimed to monthly subscription costs `99, a brand and have gone regional with In 2011-12, a lot of Gaana’s early have raked in three million downloads three-month subscription costs `199 our brand campaign; to bring them adopter pool overlapped with the in the first week post its launch in and a yearly subscription costs `299. on board, the primary strategy internet and tech savvy segments March. Amazon had launched its “We first experimented with a new is to push the brand via regional of the population. “We started in music streaming service limited to price point of `399 a year. With advertising coupled with OEM the web era. I think the early users Amazon Echo members initially this, we saw the subscriptions grow (original equipment manufacturer) were internet-savvy, 30-year-old and then extended the service over almost 4.5 times. We realised that partnerships for distribution. We IT professionals who adopted the mobile applications and the internet. there is a price point at which users launched TV ads in five Indian desktop-based Gaana website. The Reports suggest that globally, feel comfortable. People are looking languages (English, Hindi, Tamil, idea gained pace around 2014 with streaming has emerged as a significant to subscribe, they want HD quality Kannada, Telugu) instead of just mobiles becoming more common contributor to the overall growth of music, but the price needs to be a template Hindi ad. We are the but was still largely an urban music consumption. This growth, right...” he says. Gaana also offers preferred partners with smartphone phenomenon,” he says. however, has been different for a special annual pack for students brand Vivo while other distribution In February 2018, Gaana raised countries around the world. The at a discounted price of `149. His partnerships are underway,” he $115 million from Chinese internet Deloitte ‘Audio OTT Economy in paying subscribers are primarily the says. MG Motor’s SUV Hector, for giant Tencent to invest in technology India – Inflection Point’ report cites discerning ones who love HD quality instance, has inbuilt access to the and develop AI-led systems to the IFPI Global Music Report 2018 music and who like to download Gaana app. personalise user experiences. according to which United States music. The music streaming category is a Developing a subscription-based tops the chart in terms of revenue This year, the idea is to land fast growing one with more than one offering was also on the cards then, a at $2.8 billion followed by India at a layered strategy which caters to promising player. YouTube, a pioneer plan that took shape in 2013 with the the 16th position with $87.3 million. customers’ tastes and helps unbundle in the space of online streaming, just launch of Gaana Plus, a pay, ad-free According to reports, Apple Music the subscription front: “Someone made its entry into the music space version of the product. has 56 million subscribers and Spotify wanting an ad-free experience, with YouTube Music. Then there’s Reliance Jio Infocomm acquired has 191 million monthly active users but not HD quality or download Spotify, another major global player. Saavn, another audio OTT platform, globally. option can pay a different price from Agarwal thinks the competition will in March 2018. The merged entity someone who wants an ad-free, HD only help grow the ecosystem: “The of Reliance Jio Music and Saavn is ...TO THE REVENUE GAME experience with downloads. This is Indian music streaming market is still pegged at a combined valuation at $1 OF TODAY something that we are planning to in its infancy. To mature, it requires billion. Reports suggest that the global Gaana’s revenue is split 55:45 test,” he explains. huge investment for education and music streaming platform Spotify, between advertising and subscription. Gaana’s pricing was followed it helps when there are three or which launched in India recently, “Both have been growing 100 per cent by price cuts by Apple Music. The more strong competing players. The had raised a total of $2.8 billion in year-on-year and it’s evenly split...” previous charges of `60, `120 and growth happens much faster then.” funding over 24 rounds with the Agarwal says. For paid subscriptions, `190, for students, individuals and Sure, but that also means he

afaqs! Reporter, May 1-15, 2 0 1 9 15 oeo has to work that much harder to THE MARKETING MIX... differentiate his product from the Over the last two years, Gaana has rest. Gaana’s USP, Agarwal argues, been advertising heavily on digital, is that the brand has been around Google and Facebook mostly. ATL, for over seven years and makes a primarily TV and OOH, support better match for India. “The existing this effort. Hoardings help on the algorithms don’t work in India and B2B front – the music industry. there is at least an 18-24 month gap The brand’s previous ad campaigns between new players and Gaana. A were all about ‘connecting people copy-paste method for any player over music’, but new ads will won’t work; one needs to really be about educating users about understand the Indian customer. We specific features like voice search, understand their tastes,” he reasons. lyrics, etc. In India, Agarwal adds, “The songs “In our initial brand campaigns, are different. There’s no jazz, no the entire marketing machinery rock, there is basically Bollywood was about emotions and connecting which is a mix of everything.” people through music. Now we’re He likens Gaana’s user base to a investing in educating users about the house: “Acquiring customers is just new features on our app. The brand one piece of the equation. Retention campaigns will change accordingly,” is key and you need to ensure that informs Agarwal. your bricks don’t leave. That has been Gaana’s ads so far have heavily a big focus area and we have invested targeted the youth. Agarwal explains, a lot into understanding our users “Earlier, we were targeting the and in trying to recommend music as 25-40-year-old user base, but we per their tastes, so that the retention have been consciously moving remains high. We see 73 per cent the age bracket down. We think consumption of the recommended the millennial population is the songs and that’s a huge testimony to biggest entertainment consuming the fact that the recommendation is Artists Manmeet Singh (left) and Sunanda Sharma at a Gaana event in Delhi population out there. Today, almost working for us.” he says. 45 per cent of the Gaana user base is mostly Hindi, then we have podcasts will depend on consumer reaction in the bracket of 13-25 years!” MUSIC TO CONTENT... with the likes of Asish Vidyarthi and choice. He hastens to add that though Apart from songs, the team has and Shankar Mahadevan based on Recently, Gaana unveiled two new the ads address the youngsters, the also invested heavily in creating storytelling and comedy themes, features, namely, Gaana Video, an content portfolio caters to all age exclusive content with items like there’s huge traction on the non-film exclusive vertical video format built groups and targets the senior lot as Gaana Originals, non-film music, front too... we continue to invest with for mobile, and Artist Dashboard, a a niche audience. “As they become exclusive film music releases, Gaana labels to create non-film music and self-service dashboard for artistes to savvy, they will definitely look at podcasts, and cricket commentary. then support it with a distribution access insights and analytics about streaming music on their phones...” Recall that Gaana had bagged push to reach the masses in order to fans. he foresees. exclusive rights to release the music create a space where non-film hits About the video push, Agarwal We ended our chat with a of the Salman Khan-starrer Race 3 are made. Besides Bollywood, which says, “These are not regular music special question: What’s Agarwal’s (2018), and more recently, the John churns around 2,000 songs a year, videos, but specially curated moments biggest nightmare? The answer: To Abraham-starrer RAW (2019). there is little for artistes on the non- that artistes share with fans. Users face growth without proper tech Here’s how the content is film front.” listen to music on Gaana and in infrastructure. “We constantly push classified: “There’s non-film music, Genres on the app include comedy, the background we would like them our tech and infrastructure teams as which is heavy with content by cricket, astrology and devotion. Some to spend more time on the screen. growth cannot always be projected,” Punjabi artistes like Diljit Dosanjh, of the podcasts are experimental at Lyrics is the first initiative on that he admits. n there’s non-film music which is the moment and further investment front, followed by video content.” [email protected]

PUBLICIS INDIA Cross-dressing Executives The initiative is part of Publicis India’s #AllEqual campaign, designed to draw attention to the existing gender pay gap in the industry - and to take a stand against it. By News Bureau

ublicis Communications India and Das, the agency’s chief creative officer and Publicis Media India were recently managing director. Pcertified as equal pay organisations by The Twitter post reads: “Publicis KPMG. Publicis India’s Twitter profile posted Communications India & Publicis Media India a group photo of its top executives dressed are proud certified equal pay organisations like the opposite gender. Check out the and we are committed to building a strong, image on the right - pretty telling, indeed. inclusive and diverse workforce with equal The campaign was crafted by Leo Burnett opportunities for all.’’ n India; the creative team is led by Rajdeepak [email protected]

16 afaqs! Reporter, May 1-15, 2 0 1 9 e

SUMANTO CHATTOPADHYAY Meet the English Nut Sumanto Chattopadhyay, chairman and CCO of 82.5 Communications, runs online tutorials to teach netizens English. By Abid Hussain Barlaskar

dman Sumanto Chattopadhyay, fondly called A‘Sumo’, is highly sensitive to bad English and quite passionate about the language. The chairman “It’s my pet peeve and CCO of 82.5 Communications, WPP’s special creative arm for the to correct grammar Indian entrepreneurship landscape, media brings along “a beneficial Sundays and they roll on jugaad and mistakes in doubles up as ‘The English’ Nut side-effect”. What started out as a with no budget at all. Once he or simply ‘Mr Nut’ on social Facebook page in January has now was ready with the concept, he pronunciation.” media. He provides tips and offers branched out to different platforms needed someone to direct and UMANTO measures for avoiding misuse and like YouTube and Instagram. “Social shoot the videos and also take care S mispronunciation of English words. media is something you can’t avoid of the post-production on a zero CHATTOPADHYAY The lessons are mostly in the form of when discussing advertising today. budget. Many of the videos are short, witty films with proper scripts To know about it theoretically is shot on Chattopadhyay’s DSLR and and roles acted out by Chattopadhyay one thing, but to create and manage sometimes his phone. Things got too. We shot a bunch of them and himself (thanks to his acting skills). pages on Instagram, Facebook or rolling when friends and colleagues he went back to Kumbh for almost “The English language is one of a month and could not edit them.” my passions and it’s my pet peeve While much of the work like to correct grammar and mistakes The lessons are mostly in the form of short, scripting, shooting and editing in pronunciation around me. It’s witty films with proper scripts and roles acted happens on the weekend, ideas almost like a bad habit. I am known are noted as they come. “Shooting among my friends and colleagues out by Chattopadhyay himself. and scripting are done quickly but for this. In the office, I am also post-production work like editing, the go-to person for queries about YouTube is different. The following from the business pitched in. adding music, etc., takes time,” English,” says Chattopadhyay. on the pages has been growing Chattopadhyay says, “The first Chattopadhyay outlines. He mentions ‘The English Nut’ steadily, but I haven’t had the time person was Krishnakant Mishra The English Nut logo was as the convergence of his love for to experiment and apply strategies from Ogilvy who was working designed by Mayur Varma, an ECD the language, his hobby of acting for getting more traction. It’s a fast on the Kumbh Mela project. He at 82.5 Communications. “I don’t and skill for writing cool copies as learning curve, but I’m figuring it was showing me a video he had always like to go to my people since an ad-copywriter. out slowly.” he explains. prepared about the things that can everybody is busy, but I do make He is “not a digital native” and Most of the shoots happen at be done about Kumbh as a brand. I requests sometimes,” he states. n managing the profile on social his home in Mumbai, usually on approached him to shoot my videos [email protected]

2400/- 2016/-(inclusive taxes). 4 00/- 3495/-(inclusive taxes).

afaqs! Reporter, May 1-15, 2 0 1 9 17 e ZEE CINEMA It’s all About Rebranding We spoke to Prathyusha Agarwal - CMO, ZEEL, about the new logo and its brand positioning - ‘Seene Mein Cinema’. By Sunit Roy

ollywood continues to inspire category, our movie library is robust our lives. It reflects Indian - be it repeat-watch or the premiers Bsociety because the masses can like ‘’ that registered a 5.1 identify with it and the films depict rating. Soon, we will be premiering people’s desired version of reality. ‘2.0’ with ‘Uri: The Surgical Strike’, So, for a movie channel to have ‘’ etc.,” Agarwal informs. such an ‘inspired-by’ narrative for “This is a very exciting time for its creative communication, seems the category. For the first time, pretty obvious. Zee Cinema has time pricing has become a variable. Till and again rolled out marketing/brand now, marketing was all about day, campaigns inspired by Bollywood date and time. The pie was taken films - ‘Paap Ka Anth’ (inspired for granted. But now, with TRAI’s by Phoolan Devi’s biopic ‘Bandit announcement, you have a uniform Queen’) to ‘Pyar Ki Shuruat’. unit pricing introduced into the Its latest ad film is also Bollywood- system. As a result, brands will be inspired and was launched to forced to push value-added content. announce its new brand positioning - Hence, consumers will also start ‘Seene Mein Cinema’. Zee Cinema’s demanding value-added products new brand philosophy - ‘Jazba Hai like bulk purchases,” she adds. Jeene Mein, Jab Cinema Hai Seene Mein’ - captures the emotion of OVER TO THE EXPERTS achieving the unachievable. Zee Cinema’s latest campaign The multi-phased campaign Hai Jeene Mein, Jab Cinema Hai quite resembles Google’s ‘The Hero debuted during this year’s Zee Cine Seene Mein’ proposition was coined. - A Bollywood Story’ brand film. Awards. The film opens with a “The insight was that we Indians So, we asked the experts - was it doctor’s cabin and a cancer patient. are fully filmy in our hearts and erroneous? How would they rate the From the moment the patient hears minds. We relate to movie characters, brand integration in the film? the news to the moment his family scenes and dialogues when we face Strategy consultant Lubna Khan throws a party to celebrate his life, odds in our lives. Of course, there finds the film to be a heartwarming the man draws encouragement from was a lot of sweat and hard work “With our brand piece of entertainment, making it a cinema to overcome the hurdles and involved in converting the idea into perfect fit for a mass entertainment live life to the fullest. The man, a die- a reality,” says Sagar Kapoor, CCO, philosophy, we brand. “I am, however, puzzled by hard Bollywood fan, exemplifies the Lowe Lintas. urge viewers to the brand positioning itself. Beyond take inspiration generic messages around passion for The campaign is live on Zee Cinema channels cinema, entertainment, and inspiring from cinema, chase lives, it fails to convey to the potential and social media platforms. viewers why they should choose the extraordinary” to spend their precious time and channel’s new positioning. Zee Cinema’s core TG continues PRATHYUSHA attention on this platform, as opposed Says Prathyusha Agarwal, CMO, to be middle-class families because to the dozens of viewing options Zee Entertainment Enterprises it’s a mass brand. However, AGARWAL out there with similar content. What (ZEEL), “With our new brand through this campaign, the brand unique elements of Zee Cinema’s philosophy, we urge our viewers to is specifically targeting a 25-35 age culture, content and business take inspiration from cinema and group. to increase brand love and move model are captured? What cultural chase the extraordinary.” on from being a popular brand tension does it seek to resolve? Conceptualised and created by EVERGREEN ENTERTAINER to an iconic brand. Hence, Zee These questions, fundamental to Lowe Lintas, the film was produced Hindi movie pay channels reach Cinema always had powerful brand positioning a brand, are unanswered. by Absolute Productions and directed out to 167 million viewers (average) communications from our Phoolan It feels like the brand played it safe, by Shlok Sharma. The campaign is per week. Zee Cinema reaches out Devi-inspired ad to ‘Movies Masti and in the world today, safe is easily live on Zee Cinema channels and to 123 million weekly (average), Magic’,” states Agarwal. forgotten.” social media platforms. Radio spots whereas Star Gold and Sony Max As per the brand track done According to Naresh Gupta, and TVCs have also been released reach out to 124 million and 121 by Kantar Millward Brown, Zee managing partner and chief strategy while being pushed through OOH million every week, respectively. Cinema’s brand power has grown officer, Bang in the Middle, “We and movie theatres as well. Delhi, Maharashtra/Goa in the urban from 20.5 (2017) to 23.2 per cent may argue that one is the story of a But before the storyline was areas, Mumbai, Gujarat/Daman and (2018). The brand’s share grew from father and son while the other is of finalised, the brand pondered on Diu/Dadra Nagar Haveli, in the 16 to 16.7 per cent in FY19 while the two brothers, but there are too many the analytics and figured out an 10-75 lakh population categories are Zee Cinema cluster grew from 34.1 similarities in the way the story is emerging trend in Bollywood - the top performing markets for Zee (FY18) to 36.4 per cent (in FY19). built. Maybe there was a big miss of late, films where a protagonist Cinema. “Since we are very strongly from Zee Cinema not to have looked battles the odds to make a mark have “We have been on a positive positioned with content, we have at similar stories that exist in the resounding success and acceptance upswing and are on top in terms been ruling the consumer’s mind. In public domain.” n with audiences. Hence, the ‘Jazba of brand power. We always strive terms of the cinema cluster, in the TV [email protected]

18 afaqs! Reporter, May 1-15, 2 0 1 9 l

E-COMMERCE How to Woo Meat Lovers We explore the emerging e-commerce sub-segment that’s slowly changing the way urban India shops for meat. By Abid Hussain Barlaskar

he very mention of e-commerce throws up Ttwo names - Amazon and Flipkart. Next is probably Zomato/ Swiggy, followed by Grofers or Big Basket. But there are a bunch of relatively new e-commerce platforms spreading their roots across cities, trying to get urban Indians to buy meat and fish online. Gurugram- based Meatigo and Zappfresh, and Bengaluru-based Fresh to Home to name a few. Zappfresh and Fresh to Home were founded in 2015 and Meatigo was started in 2016. “Millennials have While converting the largely unorganised non-veg market into a paucity of time an organised one is the task at and are looking for hand, sourcing and delivering items $30 billion with 90 per cent of be very effective because of cost ‘fresh’, is a challenge. Also, for years the business located in unorganised and segmentation challenges of standardised quality Indians have brought their meat/ wet-markets. While consumption vegetarians and non-vegetarians. We and service.” fish from ‘traditional’ open markets reduces during summer, it peaks do targeted marketing both online after making personal selections. during winter. These businesses also and offline, and look at a mix of DEEPANSHU However, apart from the ‘freshness’, suggest that consumption in India is ATL and BTL. Advertising is critical MANCHANDA another common proposition for influenced by religion with a spike as we are triggering behaviour these platforms is delivering occurring around festive occasions. change and educating,” Manchanda items ‘ready to cook’ and ‘free of Seventy per cent of Meatigo’s says, adding that meat advertising antibiotics’ and ‘preservatives’. consumers fall in the 25-40 age needs to be done carefully. “We Zappfresh has a focus of bringing group and are spread across Delhi/ do not indulge in any controversial about transparency in the farm-to- THE TARGET GROUP NCR, Bangalore and Mumbai. The campaigns which can impact the fork journey. “The opportunity to “Our TG, in short, is anyone who platform has an average order value sensitivities of Indian consumers.” bring transparency to the customer in loves meat. In this regard, it would of `1,250 per order. Kadavil says mass media and fresh produce requires a significant be SEC A1-A3 (socioeconomic Zappfresh boasts of serving digital go hand in hand. “We amount of effort and we are a 100 classification) living in metros 2,00,000 customers in Delhi/NCR believe in an integrated approach. per cent committed to bringing - consumers between 25 and 55 with a 90 per cent repeat rate and is Although digital ads are taking over, around change,” Manchanda says. years who shop online and are set to launch in new cities in 2019. a large segment of our audience Meatigo offers options “beyond concerned about their health,” says Fresh to Home claims to still subscribes to mass media over chicken and fish”. Apart from the Siddhant Wangdi, business head receive over 7,000+ orders per digital. They are equally important regular cold cuts, it also offers and co-founder, Meat & Spice day processing around 10 tons of to us.” imported products. The brand also (Meatigo). has an in-house team of chefs, Co-founded by Shan Kadavil, Consumption in India is influenced by religion experts and advisors “for innovative Fresh to Home’s target audience products each quarter in tune with is in the 25-50 age group. “For with a spike occurring around festive occasions. customer demands and tastes”. those who enjoy cooking, we have a The brand’s founder also boasts variety of cuts of meat and fish that fish and meat, daily. The brand While ‘farm-to-fork’ and of a team with over 30+ years are fresh off the coast, not frozen operates in Karnataka, Kerala, Tamil delivering ‘fresh’ and ‘antibiotic/ of experience in meat sourcing, and free of added chemicals.” Nadu, Delhi/NCR and has recently preservative-free’ goods is the quality control, processing and Zappfresh also has the young launched in the UAE. common proposition, players boast manufacturing and maintains that working class and higher SECs as of a strong network of procurement, it has been instrumental in setting its TG. “There is a huge gap in ADVERTISING supply and distribution as the main Meatigo apart from the competition. terms of expectations and delivery Meatigo has limited itself to framework of the business. in our domestic meat industry. digital advertising at the moment. There are a few key differentiators CHALLENGES Millennials have a paucity of time “No other medium provides us too. Fresh to Home weaves a For Manchanda, the cold chain and are looking for standardised with a more targeted approach to story around sustainability. “We in India poses a great challenge quality and service,” says Deepanshu get high-value audiences onboard sell seasonal fish and need to be in the ecosystem. Kadavil says the Manchanda, the brand’s founder. besides helping lower our CAC mindful about the breeding season challenge is to educate consumers (customer acquisition cost). We and cannot risk endangering marine about the health hazards that come CATEGORY have a repurchase rate of 80-90 per life. So it becomes imperative for us along with buying meat and seafood Reports suggest that the Indian cent,” says Wangdi. to only sell fish that is in season,” the traditional way. n meat industry is valued at around “Mainstream media may not Kadavil says. [email protected]

afaqs! Reporter, May 1-15, 2 0 1 9 19 oee

Rag rag mein Daude city THE MOST AUDACIOUS AD OF THE MONTH be heard

SAMSONITE GROFERS ZEE CINEMA BURGER KING With #EkDinKiChutti, the brand implores The online grocery delivery platform’s latest Zee Cinema’s latest ad announces its new Burger King invited Brazilian users to ‘burn’ youngsters to vote, even if it means ad breaks down its discount game. The brand positioning ‘Seene Mein Cinema’ its competitors’ ads by using augmented taking a day off from work and travelling. brand also pits itself hard against its offline and brand philosophy ‘Jazba Hai Jeene reality. Its intention wasn’t to outshout Creative Agency: Autumn Worldwide rivals, the hypermarkets. Mein, Jab Cinema Hai Seene Mein’. competitors, but to create impact. Creative Agency: Lowe Lintas Creative Agency: Lowe Lintas Creative Agency: David Sao Paulo

AQUAGUARD MCDONALD’S TANISHQ SWIGGY Eureka Forbes, the marketer of Aquaguard, To encourage young voters, Hardcastle Through its latest commercial The food delivery platform’s latest ads has launched a TVC under the ‘Har Water Restaurants, the master franchisee of #TanishqPromises, the brand tells released under ‘Swiggy karo, phir jo chahe Purifier Aquaguard Nahi Hota’ umbrella to McDonald’s in West and South India, consumers about its huge range of Karo!’ umbrella are a refreshing take on the promote Aquaguard New Copper Ionic RO. launched #MakeYourChoice. jewellery for every occasion and that the everyday lives of new-age Indian families. Creative Agency: Taproot Dentsu Creative Agency: DDB Mudra Group making charges start at 8 per cent only. Creative Agency: Lowe Lintas

ABSOLUT INDIA HOTSTAR BISLERI PHONEPE Absolut India’s latest video is a dig at Hotstar’s latest Game of Thrones-themed With its latest campaign, Bisleri’s camels are The fintech brand launched #DadduGublu racism. Made on a B&W background, it campaign suggests that the early viewer back in a new avatar and this time they have campaign for IPL 2019, with Aamir Khan as goes on to emphasise equality as a human enjoys the spoiler advantage and uses a message for all the lovely mothers and its face. A thing that caught our eye was trait and tells the viewer how colours were spoilers for revenge. their kids - #HarPaaniKiBottleBisleriNahi. the rather swift swipe it took at Paytm. allowed to gain ‘illegitimate’ powers. Creative Agency: DDB Mudra Group Creative Agency: 82.5 Communications Creative Agency: Lowe Lintas

COCA-COLA MOTHER’S RECIPE ORIENT ELECTRIC MX PLAYER Coca-Cola’s #SayItWithCoke campaign The food company recently rolled out a digital Its latest campaign ‘Orient Aeroslim’ #ElectionsOnMX positions the ongoing features Bollywood stars and ad campaign #TasteTheLove, which is in line features brand ambassador M.S. Dhoni and elections as the biggest theatrical drama in a fun scene beside a new with its original proposition of ‘mother’s love follows the theme of turning your world in the world. The ad tells viewers to watch label design for the Coke bottle. imbibed in its brands’. upside down. comedy, live debates and news of Elections Creative Agency: McCann Worldgroup Creative Agency: Contract Delhi 2019 on MX Player for free.

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

20 afaqs! Reporter, May 1-15, 2 0 1 9 o

Post: Senior Client Services Post: Art Director/Chief Designer/ Monitors and develops reports on Company: INVICTA Media Associate Sr Designer competitor activity within social Pvt Ltd Company: Maitri Advertising Company: DigiStreet Media media spaces. Profile: Should be able to Works Pvt Ltd Pvt Ltd Experience: 1 to 2 years coordinate, communicate and build Profile: Candidate who understands Profile: Design the concept, capable Location: Gurgaon relations with channels/publications/ the pulse of the market and keeps of thinking ideas, connect logics Email: [email protected] magazines, etc., independently. track of upcoming developments. with creativity, nurturing team of ...... Should have the capability to Experience: 2 to 4 years graphic designers, prioritisation devise and suggest integrated Location: Mumbai and effective churner. Post: Branch Head 360 degree media campaigns. Email: apply to [email protected] Experience: 2 to 3 years Company: Paradigm Plus Marketing Experience: 3 to 5 years by May 10, 2019 Location: Noida Communications Pvt Ltd Location: New Delhi ...... Email: darpan@digistreetmedia. Profile: To manage the Bangalore Email: [email protected] com, [email protected] branch verticals as a profit centre ...... Post: Creative Graphic Designer ...... head. Identify and pitch new mid Company: Art Vision and large size retainership accounts Post: Content Writer Profile: We are looking for a self- Post: Client Servicing Manager across industries and geographies. Company: IdeateLabs motivated creative graphic designer Company: CupShup Be a part of the management core Profile: Research, write and who can work independently and Profile: Cracking new corporate team and embark on the mission edit content for marketing has a creative bent of mind. Must partnerships and working closely to grow the Bangalore branch communications, including but be highly creative, with good with the BD team to understand the vertically and horizontally. not limited to domain monetisation knowledge of related designing ropes of the business. Ideating and Experience: 10 to 15 years and online articles, newsletters, softwares. Ability to contribute planning BTL activities that Location: Bangalore videos, webinars, infographics, blog as an individual or as a part cater to a segmented niche of elite Email: [email protected] posts, website content and more of the team. corporates, understanding the ...... Collaborate with design, digital, Experience: 2 to 5 years requirements of the client search and other teams to develop Location: New Delhi and providing solutions Post: Branch Head-Delhi compelling, often unexpected, Email: [email protected] that matter. Company: Tek Advertising & content plans...... Experience: 0 to 4 years Management Pvt Ltd Experience: 1 to 3 years Location: Mumbai Profile: Operation & business Location: Mumbai Post: Media Executive-Sr/Jr Email: [email protected] development under BTL & event Email: [email protected] Company: Pamm Advertising & ...... management category within Delhi Marketing NCR, Punjab, Haryana, West UP. Profile: Having optimum media Post: Community Ambassador Experience: 5 to 8 years knowledge & contacts, obtain the Company: The Better India Location: New Delhi best advertising rates for our clients, Profile: Create an unparalleled Email: [email protected], releasing of advertisements & brand experience across every [email protected] billing. channel of interaction that includes ...... Experience: 4 to 5 years social media channels, customer Location: New Delhi response, relationships with Post: Branch Head (Advertising Email: [email protected] sellers and overall community and Media)-Pune EVEN GOOD CAN! ...... engagement. You will be the Company: Tempest Advertising voice of the brand. Pvt Ltd GET BETTER Post: Account Manager (Client Experience: 8 to 10 years Profile: Responsible for overall Servicing) Location: Bangalore operations and profitability of Company: Quotient Email: [email protected] the branch. Revenue generation Communications Pvt Ltd ...... through new account development Profile: Sales-driven strategising, and key account management. day-to-day interaction with the Post: Media Manager-Digital Developing relevant business TO ADVERTISE, CONTACT: clients, understanding briefs and Company: Vermmillion proposals. Monitor market executing them in the most creative, Communication Pvt Ltd intelligence within the industry Shubham Garg yet solutions-oriented manner Profile: Experience of search, in terms of new customers, Aakash Bhatia possible. Along with ensuring programmatic and social new projects, and competitive client satisfaction, you will also be marketing. Reached advertiser activity. expected to ensure continued and goals through media planning, Experience: 2 to 4 years increased billings on your accounts. buying, optimisation and analysis. Location: Pune To view other jobs in Marketing, The ability to pitch for and develop Proficiency on variety of tools, Email: careers@tempestadvertising. Media and Advertising, log on to: new clients will be a huge plus. including Google AdWords, Google com Experience: 5 to 9 years Analytics, DBM, DCM, TTD, ...... Location: Mumbai Mediamath, TURN, Facebook, Email: [email protected] Instagram, Twitter, Omniture, etc. Post: Media Manager

afaqs! Reporter, May 1-15, 2 0 1 9 21 people

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

ADVERTISING DIGITAL

Kreativ Street (IAA) APAC region. Says Narayan, “ I DAUWAU be in charge of driving an Kreativ Street has announced the am grateful for the vote of confidence. betterU, a global education- integrated business strategy to appointment of Jigisha Chawla as its The APAC region has unlimited to-employment platform, accelerate Twitter’s audience chief business officer. She was earlier potential and I look forward to working has announced that Gurmit and revenue growth in the with Ogilvy, where she held the position with all the chapter presidents to take Singh will provide consultancy country, says his updated of senior VP. Chawla will be working the ideals of the IAA forward and firmly services to it. Speaking to LinkedIn profile. out of Kreativ Street’s Gurugram validate its positioning as the global afaqs!, Singh said, “I have had a office. She is a seasoned advertising compass of marketing and advertising.” keen interest in education and Amazon Prime Now and communications professional with EdTech business. I also think Siddharth Nambiar has been over 18 years of experience. Publicis Media that media + technology are elevated to the position of Publicis Media India has roped in great drivers to make education director, Amazon Prime Now Ipsos seasoned technology expert Roopesh accessible to all. Through my India. Previously, Nambiar Amit Adarkar, Ipsos India CEO, Pujari as head of technology. Pujari consulting firm DAUWAU, I was head of Prime Now India. has taken up the additional charge comes with over 22 years of leadership have entered into a consulting Nambiar had joined Amazon of operations director, Ipsos Asia experience in technology and has arrangement with betterU to as category leader - grocery and Pacific, with immediate effect. He worked extensively in the US, apart grow its India business.” Amazon Now. With around 15 will continue to report to Christophe from India. years in the industry, Nambiar Cambournac, CEO of Asia, Middle Twitter has had stints with Rocket East and Africa (AMEA), and now Supari Studios Former Network18 Digital Internet, Evalueserve and also to Hamish Munro, Ipsos global Supari Studios has announced the CEO Manish Maheshwari co-founded Rocket Internet CEO operations and Ipsos interactive appointment of Nisha Vasudevan as has recently moved to SE, an internet company, back services (IIS), encompassing offline executive creative director. She will Twitter India as MD. He will in 2012. and online operations (for Asia Pacific work closely with chief creative officer Region). Akshat Gupt to lead Supari Studios’ creative efforts. MARKETING ABP News Mehraj Dube, former VP, marketing Dentsu Aegis Network Vistara executive officer for sales, of Zee Media Corporation, has joined Dentsu Aegis Network has roped in Ajay Solomon Wheeler, VP - head marketing, service, logistics; ABP News as head of marketing. Dube Row as partner for CRM (Customer Marketing and Loyalty at Rajiv Gandhi, senior executive will be based in Noida. This is his Relationship Management), loyalty Vistara, has moved on from officer for production; Ajay second stint with ABP. His previous and data, DAN Consult. Row will be the domestic airline company. Seth, senior executive officer stint was with Star News (former avatar based out of Mumbai and work closely “It is due to personal reasons for finance and legal; C.V. of ABP News). with Lalit Bhagia, CEO & partner - that I decided to move on. I Raman, senior executive DAN Consult, on growing the overall have already served my notice officer for R&D; and Rajesh IAA consulting business. His chief mandate period,” Wheeler told afaqs! Uppal, senior executive officer Ramesh Narayan, founder of Canco will be to help build and lead a client- for HR. K. Yamaguchi is the Advertising, has been unanimously facing CRM, loyalty and data practise. Entropy Japanese director in the newly elected as VP and area director for the Row comes in with more than 30 years Entropy, a Reliance formed board. Meanwhile, to International Advertising Association of experience. Entertainment co-owned replace Kalsi, India’s largest digital marketing agency, car manufacturer elevated recently announced the Shashank Srivastava as appointment of Kanan Dave, the new head of sales and MEDIA a marketing and strategy marketing. In the conference professional. Entropy, a held recently in Kochi, the Next Mediaworks and Next Radio Hindustan Times celebrity marketing agency, leadership announced that Harshad Jain, CEO - radio and Rajiv Bansal, CEO, HT Digital digitally manages the country’s Srivastava’s appointment is entertainment business of HT Media Streams, has decided to move on from leading celebrities and social effective immediately. (HTML), has been named as CEO the company. He joined Hindustan media influencers. Dave, who of Next Mediaworks (NMW)/Next Times as chief digital officer, HT has a diverse experience of Timex Radio (NRL). He will lead all three Media and the CEO of its digital 13 years in the field of media Timex Group India has brands of Fever FM, Radio Nasha and portfolio in mid-2017. With almost 20 and entertainment business, named Ajay Dhyani as its new Radio One. The appointment comes in years in the industry, Bansal has had has previously worked with head marketing to provide a the wake of HTML acquiring 51 per stints with Microsoft, Samsung, The a spectrum of organisations strong impetus to the India cent majority stake in NMW. Boston Consulting Group, Logitech, such as The Walt Disney business. At Timex, he is among others, in India and the US. He Company of India, which also tasked to focus on leading Meanwhile, Vineet Singh Hukmani does not plan to go back to the US and aligns with the major brand all marketing efforts for the has stepped down as MD & CEO of would be staying in India only. UTV, as director, talent and company across the country 94.3 Radio One India after 12 years. An artist relations. while strengthening the arrangement between HT Media and Madison Media overall brand communication Next Mediaworks (parent company Madison Media has appointed Amol Maruti Suzuki for all Timex Group brands. of Next Radio-94.3 Radio One) was Dighe as CEO, Madison Media Ultra Maruti Suzuki India (MSIL) Dhyani has been part of the underway and pending approval and head investments based in Mumbai. has announced a ‘rejig’ in Timex family for over five from the Ministry of Information He will look after the agency’s Madison its leadership. It has formed years now and has served as and Broadcasting and Securities and Media Ultra unit, which handles the an executive board, which the key resource to accentuate Exchange Board of India (SEBI). Godrej and Marico accounts. includes R.S. Kalsi, senior the journey of the company.

22 afaqs! Reporter, May 1-15, 2 0 1 9 2016/-(inclusive taxes).

3495/-(inclusive taxes).