July 1-15, 2013 Volume 2, Issue 4 `100 16 CHHOTA BHEEM 1276260$// The energetic, dhoti-clad boy from the village of Dholakpur is India’s biggest animated success ever. Why can’t Indian children get enough of him? Subscriber copy not for resale 22 8 23 8 PLUS SHINE.COM Connective Strength 6 FACEBOOK Changing Tack 12 THE TELEGRAPH Youth Connection 21 PROFILE TELEVISION DKT INDIA Rishi Piparaiya Weaving a Fantasy Different Take MSM MOTION PICTURES The insurance expert is a Channels are still trying to How to sell a condom with master of many trades. rekindle the Ramayan magic. humour. Moving Start 21 EDITORIAL This fortnight... Volume 2, Issue 4 arketing to children in any product category is frustratingly difficult. Their EDITOR Mtastes are fickle; they can’t easily articulate why they like or don’t like Sreekant Khandekar July 1-15, 2013 Volume 2, Issue 4 `100 something; their purse strings are controlled by somebody else – and they quickly grow PUBLISHER 16 out of the target segment. It is enough for any marketer to tear one’s hair out. Prasanna Singh SENIOR LAYOUT ARTIST Now go a step further and try to create an animated character that children might Vinay Dominic like. Animation is expensive to produce. The complication here is that the child’s PRODUCTION EXECUTIVE attachment to the character takes a long time to develop. A broadcaster is, in effect, Andrias Kisku selling a long-term relationship to a child who is not interested beyond the present. ADVERTISING ENQUIRIES Rahul Puri, (0120) 4077833, 4077866 CHHOTA BHEEM Noida 1276260$// Where there is pain, there is reward. If creating a successful animated character for The energetic, dhoti-clad boy from the village of Arunima Bhattacharya, (022) 40429702-5 Dholakpur is India’s biggest animated success ever. Why can’t television is hard, the rewards of getting it right are splendid too. As the cover story on Indian children get enough of him? Mumbai Chhota Bheem explains, in its sixth year now, only 21 hours of fresh programming Subscriber copy not for resale 22 8 23 8 PLUS [email protected] SHINE.COM Connective Strength 6 every year is enough to give the channel, Pogo, 48 hours of fresh content every week. FACEBOOK Changing Tack 12 MARKETING OFFICE THE TELEGRAPH Youth Connection 21 B-3, First Floor, Sector-4, Noida-201301. PROFILE TELEVISION DKT INDIA The cartoon world is dominated by international characters which are universally Rishi Piparaiya Weaving a Fantasy Different Take MSM MOTION PICTURES The insurance expert is a Channels are still trying to How to sell a condom with Moving Start 21 Tel: (0120) 4077800. master of many trades. rekindle the Ramayan magic. humour. recognised because the major studios in the US have done such a good job of marketing MUMBAI these across the world. It is easier for local broadcasters to acquire the rights to these 501-502, Makani Center, 5th Floor, than go through the pain of creating new characters. Also, children are generally less Off Linking Road, Bandra (W), Mumbai - 400050 sensitive to social issues like the character’s origin and looks than are adults. Tel: +91-22-40429 709 - 712 However, a market as large as India has promised more. In all other media, the content is BENGALURU S-1, New Bridge Corporate Centre, overwhelmingly local. Even Hollywood films, which have wiped out the local film industry in many 777 D, 100 ft Road, Indira Nagar, countries, command only a small share of audience attention in India. It seemed only a matter of time Bengaluru - 560038, India before the same rule would apply to children’s animation on TV, too. SUBSCRIPTION ENQUIRIES Akhilesh Singh, (0120) 4077837 Chhota Bheem is by no means the only Indian character of its kind. There have been some successes [email protected] earlier too but the fact that it has managed to race ahead of all the international competition is bound to Owned by Banyan Netfaqs Pvt Ltd and inspire a new spurt in locally produced animation. Printed and published by Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063. Printed at Cirrus Graphics Private Limited B-61, Sector 67, Noida (U.P.), 201301 Sreekant Khandekar Cover Illustration [email protected] © Green Gold Animation CONTENTS 24 19 PLUS CANNES LIONS The India Show 8 ETV BANGLA Yes Boss QUICK HEAL The channel is Useless Gadgets 10 revamping its primetime slot. CAMPAIGN TRAIL New Ads 14 A G KRISHNAMURTHY 420 Memoirs DELHI DUTY FREE Mudra’s founder on his new Endorse and Educate 18 book about himself. AFAQS! JOBSWITCH TELEVISION 20 On its Own Steam 18 Unpredictable BIG ROCK 9XM The Ministry of Broadcasting Talking Business Song and Dance MOVEMENTS does not want advertorials that What’s in an extension? Ask The music network launches are based on astrology. BigRock. its first brand campaign. People Movements 26 afaqs! Reporter, July 1-15, 2013 3 1(:6$'9(57,6,1* BIGROCK Talking Business The latest TVCs from the company promote .biz as the preferred domain for small businesses in India. By Satrajit Sen igRock, an ICANN-accredited internet SMART START... domain name registrar and web hosting t is quite unusual to ask people to book an Bcompany is using television to promote Iinternet domain through a TVC, but BigRock .biz as the preferred domain for small businesses has been doing it since its inception. Its first in India. It has joined hands with Neustar, which campaign broke on TV in 2011. “We started on manages the domain name registry for .biz. TV as we wanted to reach a large set of audience BigRock is a part of DirectI Group, a global and it was not possible to do it on digital. Besides, internet company with customers in more than in India, TV lends legitimacy to a brand and 150 countries. the recall is very strong. We promoted the .com Conceptualised by Ideas@Work, the campaign offering as we wanted to educate interested people comprises two TV ads. The first shows an about our offerings. People were consuming entrepreneur who develops a lie-detector machine content at that time but were not very clear how that helps to curb the growing rate of divorces. to host content, and that is what we wanted to A prospective groom is questioned about his educate them about,” explains Mehrotra. willingness to marry a girl and is also asked Since 2011, the company has launched about whether he is marrying her for her father’s money. 14 TVCs to promote its services. In technical The groom lies and is caught. The owner then terms, each internet domain extension is known proudly says that his business has helped save as TLD (top-level domain) and BigRock has 6,000 marriages so far. The TVC ends with a been attaching an emotional quotient with each voiceover promoting the .biz offer. TLD offering advertised on TV. With each TVC, Mehrotra states that searches about the brand increase and there is also a surge “A .biz extension in traffic and transactions experienced by the site. The website currently has 2,00,000 users in its is equivalent to registered user base. the pride you attach to your CHALLENGING DOMAIN? business.” omain hosting services are the backbone of web hosting, hosted email for Da website. These offer web hosting services, SHASHANK .biz domain and Google Adwords coupons worth privacy features and latest extensions. MEHROTRA Rs 2,500, all of which are integrated with a website With more people buying domains every builder priced at Rs 199. The budget will be day, the number of domain hosting services is apportioned from its annual integrated marketing growing exponentially. However, according to The second TVC shows a Yoga class owner budget of Rs 10 crore. BigRock, of the 130 million internet users in speaking about how she is serving society by Shashank Mehrotra, general manager and India, there are only 3 million domains booked in giving back what her Guru has taught her. This business head, BigRock, states that the campaign the country, which stands to around 2 per cent of TVC also ends with a voiceover promoting the is devised around the idea of telling entrepreneurs the country’s internet population. In China, that .biz offer. Launched on June 17, the campaign will that addressable businesses should be online and figure is 7 per cent while for developed markets run on GECs and news channels for two weeks. have a .biz extension. “It is equivalent to the pride like the UK and the US, the number is as high as According to the company, the TVC is a part you attach to your business. This was done to set 25 per cent. of an outreach campaign that bundles services like the local context,” Mehrotra adds. [email protected] ȱ EveryoneEveryone listenslistens toto thosethose whowho watchwatch ABPABP NewsNews ȱ DZȱȱ ǰȱȱŘŚȘŝǰȱȱ ǰȱ ȱ¢ǰȱ ȱ No wonder ABP News is 5 times bigger than All English News channels put together ȱȱĝȱȱ ǰȱȱȱȱȱȱȱ¢ȱȱǯ ȱǰȱȱȱ ǯȱ DZȱǰȱȱŗśƸȱǰȱƸƸ ǰȱȱŗȬŗřȱȁŗřȱȱ¢ 1(:6$'9(57,6,1* SHINE.COM Connective Strength The job portal has launched a new television campaign highlighting its social recruitment feature. By Satrajit Sen his is the era of social media and even jobs are getting Tsocial these days. Shine.com, that the ‘social bar’ has been live. the job portal from HT Media’s Engagement and usage of the new subsidiary FireFly eVentures, has features have been impressively high. launched a new TVC highlighting We expect this to grow even faster its social recruitment feature.