October 16-31, 2010 Volume 1, Issue 20 `50 40 The popularity of Bhojpuri channels is surging in Hindi speaking markets. Can they gain enough momentum to split the Hindi viewership over time? 328 18 22 PLUS ADVERTISING The Secret Life of... 12 MICROMAX QUBE A Lot of Fun 14 ZUARI CEMENT DEFINING MOMENTS TANISHQ YAMAHA SZ Champion of Strength 26 K S Chakravarthy Golden Deeds Going for the Kill STARCOM MEDIAVEST Chax looks back on an Reflecting a woman’s Persuading the consumer to “unplanned journey”. personality. adopt the new. Big, bigger, better? 30 EDITORIAL This fortnight... Volume 1, Issue 20 EDITOR ndia is made up of many Indias, each of which is a market in its own right. This is Sreekant Khandekar Isaid so often that it has become a cliché. And because it is a cliché, the full import of PUBLISHER the statement doesn’t hit us – until we discover yet another India under our very eyes. For Prasanna Singh example, in a country as young as India there are about 60 million people over 64 years. SENIOR LAYOUT ARTIST Vinay Dominic How many media publishers have looked at this market seriously? LOGISTICS The case of Bhojpuri channels is interesting for this reason. The world of Rajesh Kanwal Indian television viewers is divided into HSM (Hindi Speaking Markets) ADVERTISING ENQUIRIES Hansika Koli, (0120) 4077834 4077837 Noida October 16-31, 2010 Volume 1, Issue 20 `50 and everything else. It did not occur to many people that there may just be Varun Mohan, (022) 40429702-5 Mumbai 40 another large niche within HSM which, until now, has been seen as a single Neeraj Ranjan, 09886846842 Bangalore solid whole. [email protected] Marketing Office That was until PK Tewari, a name with which few in the business B-3, First Floor, Sector-4, Noida-201301. are familiar, decided on a hunch that there was a big enough demand in Tel: (0120) 4077800. Bihar and eastern Uttar Pradesh to launch a full-fledged Bhojpuri channel. Mumbai Tewari quietly acquired the broadcasting rights for about 150 Bhojpuri 501-502, Makani Center, 5th Floor, Off Linking Road, Bandra (W), INSIDE STORY movies and used it to power the launch of his channel, Mahua. Soon, the Mumbai - 400050 The popularity of Bhojpuri channels is surging in Hindi speaking markets. Can they gain enough momentum to Tel: +91-22-40429 709 - 712 split the Hindi viewership over time? popularity of Mahua had spread to the metros which have a large population Bangalore PLUS from Bihar and UP. 328 18 22 ADVERTISING S-1, New Bridge Corporate Centre, The Secret Life of... 12 MICROMAX QUBE 777 D, 100 ft Road, Indira Nagar, A Lot of Fun 14 But as the old marketing saying goes, ‘There is a niche in the market but ZUARI CEMENT Bangalore - 560038, India DEFINING MOMENTS TANISHQ YAMAHA SZ Champion of Strength 26 K S Chakravarthy Golden Deeds Going for the Kill STARCOM MEDIAVEST is there a market in the niche?’ Tewari is struggling to establish that Mahua Chax looks back on an Reflecting a woman’s Persuading the consumer to “unplanned journey”. personality. adopt the new. Big, bigger, better? 30 Subscription Enquiries is a channel that national advertisers should take seriously. If its popularity Garima Agnihotri, (0120) 4077837 continues to soar, he will manage to do that. Many other channels which [email protected] have found niches have failed to discover a viable market but continue regardless. Printed, published, and owned by Prasanna Singh, Publisher, The flood of channels partly explains why profitability of Indian TV broadcasters has at 7-A/13, fallen significantly in the last five years. It remains to be seen how Bhojpuri channels fare Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, in the coming years. New Delhi-110 063. Printed at Paras Offset Pvt. Ltd., C-176, Naraina Industrial Area, Phase I, New Delhi 110 028. Sreekant Khandekar Cover Illustration [email protected] Tiffin Box CONTENTS 62 65 PLUS AMUL PANEER Power Demo 20 AFAQS! EVENTS The Future of TV NEROLAC A galaxy of speakers Free of Frills 24 assemble to address a wide range of ODOMOS issues. Oil on Troubled Waters 28 BLOGGERS’ PARK INTERVIEW 46 48 K V Sridhar (Pops) 36 Arvind Sharma Leo Burnett’s CEO on the SMIRNOFF road ahead. Scent of a Beverage 42 POINTS OF VIEW 54 HPCL The RJ and the Brand E-RICKSHAWS MCDONALD’S A Lesson on Safety 42 Is the radio jockey the architect Outdoor-friendly Making Mornings Easy REALITY SHOWS of a radio station’s brand Just 180 sq ft to advertise in, Its breakfast menu is out on building effort? it is an eco-friendly option. the hoardings. What’s the Game? 56 afaqs! Reporter, October 16-31, 2010 5 PUBLICIS GROUP Sponsored by aatchi & Saatchi X, Publicis created intuitive shopping experi- Group’s globally dedicated ences that improve shoppers’ lives. Sshopper marketing agency, is Amit Ajwani, general manager, Wills Lifestyle> Fashion and lifestyle brand Wills all set for a launch in India. Saatchi & Saatchi X India says, “We Lifestyle is in expansion mode. The brand recently opened The main objective behind the are starting off with a great advantage stores in Amritsar, Guwahati, Nashik, Visakhapatnam, Bhopal initiative is to service the dynamic and aim to emerge as knowledge and Mangalore. With the opening of these stores, the brand and fast growing Indian market. To leaders within this field. Our inter- now has 65 outlets in 35 cities across India. The brand begin with, there will be nine mem- national expertise combined with plans to increase its network to 80 stores in the next three bers in the team and the agency some of the best professional talent months, by opening more stores in the existing markets and plans to get more people on-board from India makes it a winning com- expanding in smaller markets through the franchising model. by the end of this year. bination. The agency’s The marketing immense practical The company Samsung> The company has launched nine new models agency is open to knowledge, matched in top loading washing machines category. The product range servicing the clients with in-depth analysis, has signed Priyanka Chopra is differentiated on account of its performance and water of Saatchi & Saatchi makes it a great and saving features. With this launch, the company is looking at India. relevant advantage for as its brand consolidating its No.1 position in the fully automatic washing Speaking on the our clients.” ambassador. machine segment and notch up occasion of the launch, The agency’s global a 27 per cent market share in Simon Hathaway, clients include both the total washing machine cat- regional CEO - brands and retail- MARKETING egory by the end of this year. Europe, Middle East, Hathaway ers, such as Arla, India and Africa, says, Carrefour, General “We see a tremendous Mills, LG, Pepsico, Crossword Bookstores> The wholly-owned subsidiary growth opportunity P&G and Walmart. of Shoppers Stop is expanding its presence in tier I and II The objective cities. The bookstore chain will be opening four new stores in in the Indian market. This is the second behind shopper the country over the next two months. The new stores would We look forward to bid announcement marketing agency come up in Chennai and Bangalore and in tier II towns such leveraging our expe- from Publicis as Lucknow and Aurangabad. The company recently opened rience and expertise Saatchi & Saatchi Group. The com- two new stores in Bhopal and Nashik. The stores are a mix in shopper marketing munications group of company-owned and franchised stores. over the last 14 years X is to service recently merged to create conversations the dynamic and two of its agencies with Indian shoppers, fast growing - Publicis India and A charge of Idea> Taking forward the thought in its latest commercial which will inspire trip Capital Advertising. 50 paisa per where the brand demonstrated how assistance in conversa- traffic and ultimately, Indian market. Named Publicis minute is appli- tions in different Indian languages can be made available on make the cash register Capital, the new the mobile platform, the telecom major has now launched a cable for calling language helpline. Available in as many as 16 languages, the ring.” entity has brought the language The agency already has over together all personnel and cli- platform offers conversational support to 350 associates across offices in ents of both the agencies. Sunil helpline. the callers who have to move out of their Argentina, China, Germany, Italy, Sachdeva and Prasad Subramaniam homes for career, education, travel and Russia, the UAE, the UK and - founders of Capital Advertising other prospects. the US. - have take joint chairmanship of Saatchi & Saatchi X aims to Publicis Capital and Hemant Misra Lilliput> The kidswear company has forayed into the improve shoppers’ lives and hence, (earlier chief executive officer, baby care market. The offering comprises of a complete puts great emphasis on under- Publicis India) is the CEO of the set of essentials for babies like shampoo, oil, powder, standing shoppers. With a deep new entity. Emmanuel Upputuru lotion, soap, baby wipes, cleaning liquid and laundry understanding of shoppers, strategic of Publicis India and Parshu liquid. The baby range is available at all Lilliput stores communication, retail environment Narayanan of Capital Advertising across the country. According to experts, the rise in dis- and a passion for big ideas, the are jointly spearheading the crea- posable income and awareness has revolutionised the agency claims to have successfully tive team. baby care products industry. PRABHAT KHABAR Sponsored by rabhat Khabar recently October 10.