August 1-15, 2011 Volume 2, Issue 15 `100 TELEVISION 36 The corridor sandwiched between the Hindi market and the south presents a lucrative opportunity for regional television operators. 34 8 18 46 PLUS NIVEA One Hundred Not Out 12 KFC Sip of Surprise 14 KOMLI MEDIA DEFINING MOMENTS PARX PROFILE On the March 23 Brendan Pereira Breaking Boundaries Amandeep Khurana S MOBILITY The veteran has a rich A brand that stays away Experience counts, says repertoire of stories. from sexual imagery. Madison Media’s COO. Changing Face 56 - !"#$%&$$' ( )*+ !" #$ %&$& ' , Sudip Nag, GM (Advertisement) - 96861 88840. Vijaya R - 98440 92091, Nagesh H R - 94498 29038, Anantha Krishnan - 81477 52856 Deepak Menon - 98106 65814 Prabal Deb - 98303 75315 A V Vinod Babu - 99520 16709 Ramachandra Rao - 98490 41737 Rajeev Pathria - 98201 51642. ! [email protected] EDITORIAL This fortnight... Volume 2, Issue 15 EDITOR disha is one of the smaller states where print has dominated for a long time – and still is a Sreekant Khandekar Omuch-preferred medium. Something surprising, however, happened in the last two years. PUBLISHER The number of regional television channels in the state more than trebled to 14. Prasanna Singh CONSULTING EDITOR Like so many other non-Hindi speaking states, viewers in Odisha had no problems with M Venkatesh watching Hindi shows on national channels. But with the introduction of CONTRIBUTING EDITOR more and more Odiya channels (both general entertainment channels as well Prajjal Saha as infotainment), the local medium began finding favour with both viewer SENIOR LAYOUT ARTIST August 1-15, 2011 Volume 2, Issue 15 `100 and advertiser. Vinay Dominic LOGISTICS As viewership began inching up slowly, advertisers realised that, along with Rajesh Kanwal lower cost of contact, targeting became easier compared to a national approach. The ADVERTISING ENQUIRIES Odisha story is not a standalone story. The Odisha story cannot be told without Hansika Koli, (0120) 4077834 4077837 Noida Varun Mohan, (022) 40429702-5 Mumbai TELEVISION 36 going back in time to what happened in the bigger states of Maharashtra and West Bengal, 12 years ago. [email protected] Marketing Office The corridor sandwiched between the Hindi market and This was the time when Zee launched Zee Marathi and Zee Bangla B-3, First Floor, Sector-4, Noida-201301. the south presents a lucrative opportunity for regional Tel: (0120) 4077800. television operators. respectively in the two states. The success of these two spawned other channels. 34 8 18 46 PLUS Mumbai NIVEA Today, Maharashtra has seven (three of them GECs) and Bengal 14 (six of them One Hundred Not Out 12 501-502, Makani Center, 5th Floor, KFC Sip of Surprise 14 GECs). The newest of them, Sananda, is barely a month old. Off Linking Road, Bandra (W), KOMLI MEDIA DEFINING MOMENTS PARX PROFILE On the March 23 Mumbai - 400050 Brendan Pereira Breaking Boundaries Amandeep Khurana S MOBILITY The veteran has a rich A brand that stays away Experience counts, says repertoire of stories. from sexual imagery. Madison Media’s COO. Changing Face 56 This fortnight’s cover story takes a close look at the roughly crescent-shaped Tel: +91-22-40429 709 - 712 region lying between the southern states of India and the Hindi belt. Along with Bengaluru S-1, New Bridge Corporate Centre, West Bengal, Maharashtra and Odisha, things seem to be moving in Gujarat 777 D, 100 ft Road, Indira Nagar, too. Though considered a risky market (the Gujarati’s predilection towards Hindi shows is a Bengaluru - 560038, India deterrent), two new Gujarati GECs are ready to come up sooner, than later. Subscription Enquiries Garima Agnihotri, (0120) 4077837 With all the excitement that these markets are generating, how do advertisers view the [email protected] changing picture? How will the regional players fare against the second rung national players Printed, published, and owned by who are bound to throw themselves into the fray with vigour? What can they do to attract more Prasanna Singh, Publisher, at 7-A/13, Ch. Ratan Singh Complex, advertising? Jawala Heri Market, Paschim Vihar, New Delhi-110 063. Printed at Cirrus Graphics Private Limited B-62/14, Naraina Industrial Area, M Venkatesh Phase II, New Delhi – 110028. [email protected] Cover Illustration Tiffin Box CONTENTS 60 18 PLUS WFA SURVEY VODAFONE The Art of Takes Two to Tango 32 Adoption 90 MINUTES The new TVC uses For the Love of Soccer 40 the simple human insight of borrowing. OUTLOOK MONEY Casting the Web 42 INTERVIEW 19 22 Kunal Bahl CHANNEL [V] How Snapdeal is cutting Dancing in the Streets 56 through the clutter. INTERVIEW POV 28 Nabendu Bhattacharyya 64 ASCI GREENLAM Google+ vs Facebook UTV With its open social ecosystem More Power to You Too Hard to Resist and integrated properties, Can Now, a campaign for the self- A lifelong attachment - and Home Advantage 66 Google+ hurt Facebook? regulatory body. even beyond that. afaqs! Reporter, August 1-15, 2011 5 RPG SANJIV GOENKA GROUP I@XT7VGG@UDI 6A ruTh Sponsored by he RPG faction, headed by chief executive officer, Law & Sanjiv Goenka, has unveiled a Kenneth, the logo and identity rep- Tnew corporate identity for its resent a young and vibrant business group of businesses. The new logo, group, focused on growth through designed by Design Law & Kenneth, the sunrise industries. “The val- GM> General Motors India will be launching the diesel var- a part of Law & Kenneth India, has ues of dynamism, progressiveness iant of its Chevrolet Beat in the Indian market by the end of six arrows with tinges of yellow, pur- and humaneness are imbibed in the this month. The company, sold about 1.1 lakh cars last year in ple and orange pointing towards the logo”, says Nair. India and expects to sell about 1.4 lakh vehicles in all variants centre. In addition to this, the new The group will be active in five this year, an increase by more than 30 per cent. Furthermore tagline ‘growing legacies,’ has been sectors - power and natural resources, with a an increase in demand for its cars particularly in rural incorporated along with the logo, carbon black, retail media, entertain- areas, the company is planning to increase sales and service and the company name RP-Sanjiv ment and infrastructure. It will have network to 300 locations by the end of this year. The com- Goenka Group is inscribed. an asset base of `14,000 crore and pany has so far invested USD 1.5 billion in India. In an official communique, turnover of over `9000 crore. Sanjiv Goenka, chairman, RP-Sanjiv Furthermore, the revamped entity Goenka Group, says, “The new logo will make investment to the tune The company Toshiba> Japanese elec- is inspired by an arrow head which of `35,000 crore in next five years will start local tronic products and appliances personifies speed, pro- including `31,000 manufacturing of maker Toshiba Corporation is all set to overhaul its business strategy for India. As part of the new strategy, the company gressiveness and focus. crore in power sector LCD TVs and will will soon start local manufacturing of LCD televisions and will Six such arrow heads and `2,500 crore in MARKETING launch cheaper launch cheaper products apart from revamping existing distri- converge at a com- carbon black trade. prodducts. bution channel to expand reach. As one such first initiative, mon goal forming The R P Goenka Toshiba has entered the 19-inch LCD TV segment at an entry the Dhanuchakra, the Group was born in price point of `10,000. logo identity of the The new logo, 1979, and the logo group.” designed by was developed in Talking about the 1985. Since then, all Cocoberry> The specialty food company chain is in talks new identity, Chandan Design Law & companies run by the with investors to raise about `70 crore in exchange of a Mahimkar, chief crea- Kenneth, a part two brothers, Harsh minority stake. While Dubai based Abraaj Capital is the front- tive officer, Design and Sanjiv, remained runner, the company is also in talks with other investors like Law & Kenneth, of Law & Kenneth within the umbrella Norwest Venture Partners, Temasek Holdings and Arcapita , explains, “The logo India, has six branding. However a Bahrain-based PE house. The funding, if happens, will help has been designed in early 2010, Dr R Cocoberry enter the Middle East region besides expanding its keeping in mind the arrows with P Goenka formally reach within India. legacy of the parent tinges of yellow, announced the divi- company. The strong purple and sion of the ownership graphic of the logo of assets of the `16,000 The battery Eveready> The battery maker is reflects the friendly, orange pointing crore RPG Group maker is gearing gearing up to undergo an image makeo- ver to position itself as a youth oriented warm, dynamic and between his two sons. up to undergo an towards the brand while also introducing more products with advanced futuristic approach of The rebranding and image makeover centre. technology. The company has roped in London-based consul- the company.” the new positioning to position itself tancy firm Evolve Creative to give a fresh look to the brand. Mahimkar further of RP-Sanjiv Goenka as a youth ori- It had also recently signed Bollywood actor Akshay Kumar for adds, “The colour Group follows after ented brand. the next two years to endorse its products. scheme is unlike other corporate more than a year. identities, where striking colours like The Sanjiv Goenka led group black, red and blue are used general- owns brands such as Spencer’s, ION Exchange> The Kolkata-based company has ly. The arrows pointing towards the MusicWorld, Au Bon Pain Café, launched Zero B D - ferrous water purifiers.