WEEKLY ADVERTISING, MEDIA & MARKETING NEWS - VOLUME 14, ISSUE 29 - 31 DECEMBER 2017 ` 1 0 0 A LOOK AT THE ADVERTISING WORLD IN 2017 - BOTH HITS AND MISSES - AND OUR PICK OF THE 10 BEST CAMPAIGNS OF THE YEAR CMO FEATURE UNWIND INTERVIEW ‘EXPERIENTIAL ‘TIRTHAN VALLEY MARKETING WAS JUST THE ‘OUR STORIES WILL TALK IS THE WAY FORWARD’ GETAWAY I NEEDED’ TO THE AAM AADMI’ ROHIT SURI SAURABH KOCHHAR LYDIA POLGREEN Jaguar Land Rover India Co-founder & CEO, Global Editor-in-Chief, Hungton Post foodpanda India #PRIMETIMEAWARDS Presents 2nd Feb 2018 ITC GRAND CENTRAL, PAREL, BLOCK MUMBAI YOUR DATE THE GRAND JURY JURY CHAIR JURY CVL SRINIVAS RAHUL GAUTAM SILVIA TALLON BELSON COUTINHO DINESH MENON AKASH DEEP BATRA Country Manager, WPP India Vice President, Marketing Senior Marketing Director Sr. VP - Marketing Chief Marketing Officer Head of Brand CEO, GroupM South Asia Ford India Reebok eCommerce & Innovations State Bank Of India Communication and Jet Airways Corporate Brand, Nestle India RAJ RISHI SINGH RAM MEHROTRA BHAVANA MITTAL SEVANTIKA BHANDARI VIVEK SHARMA Director Marketing Pepsi VP Sales & Marketing Regional Head, Media, Digital Chief Marketing Officer Chief Marketing Officer PepsiCo Kansai Nerolac Paints Ltd. and Communications, SoA Dewan Housing Finance Pidilite Industries Ltd. Reckitt Benckiser Corporation Limited (DHFL) MUSIC PARTNER CO-PARTNER TRADE MEDIA PARTNERS BUSINESS MEDIA PARTNER Contact us for more information: Sanyogeeta Chore- [email protected] | +919167473770 Kanica Grover- [email protected] | +917738055194 For Partnerships, Please Contact: Runa Sinha - National Business Head | [email protected] | +91-9810497903 Sneha Walke - VP Special Projects & South Head | [email protected] | +91- 9845541143 Ashish Kudalkar - Regional Manager West – Sales & Business Development | [email protected] | +91-9820541742 HERE’S TAKING A LOOK AT THE CREATIVE HIGHLIGHTS OF 2017... his last issue of the year journalist and author Lydia Polgreen 2017 is all about taking had spent around three years in India. stock of the advertising While that was the time the country was Tthat has happened in the being rocked by the 2G scam, it did not year that is fast drawing to a close. take Polgreen a lot of time to realize that With the aid of creative gurus the opportunities present in the country and other industry honchos, we made it a future haven for digital news take a look at the top ads of 2017 media consumption. Back in the country - ad campaigns that were heart- again, this time as the Global Editor- warmers, shockers, and those that in- Chief, Huffington Post, Polgreen is always figured in conversations. excited about the opportunities that India Turn the pages and read our now presents, thanks to the availability cover story to find out about all of inexpensive data and smatphone the campaigns that got everyone’s penetration. She talks to IMPACT about attention for all the right and investing in a newsroom in India that will wrong reasons. bear the trademark of HuffPost, and tell stories of triumphs *** and struggles of the ordinary people who live under strenuous When the loss-making Ford sold off its premium British circumstances. brands Jaguar and Land Rover to Tata Motors in 2008, it *** was considered to be one of the biggest deals ever made in the Travel, they say, is a great teacher. And Saurabh Kochhar, Indian auto sector. At the time of the purchase, then Chairman Co-founder & CEO, foodpanda India has been a good student. of Tata Sons and Tata Motors, Ratan Tata had promised to Not only does he make it a point to take a break from work keep the identities of both the brands intact. And he remained to spend time with himself and his family, he also extracts true to his words. Today, Jaguar Land Rover is known for the important lessons from his travel experiences that he later designs and capabilities that its cars have always been credited applies to both his personal and professional life. In this for. Moreover, in 2017, the brand has had a good run, says week’s Unwind, Kochhar shares how travelling to new places Rohit Suri, President & Managing Director, Jaguar Land Rover has helped sensitize him to different cultures, habits, people, India as it grew by 45% between January and September. In circumstances and locations and also taught him the art of our CMO interview this week, Suri gives us a peek into the patience and adaptability. strategies that have built the brand since its acquisition and *** its increasing focus on putting in place more experiential Meanwhile, as we approach the very last day of 2017, let’s properties, to bring customers up, close and personal to the hope for a great year 2018, where the economy looks up, ads cars, which Suri feels is an important factor that leads to are aplenty and people don’t switch channels when ads are conversions. aired! Wish you all a very happy and happening New Year *** 2018 – may it bring everyone success, may there be peace in During her 15-year stint with The New York Times, ace the world and contentment in our lives. PUBLISHER & Dipali Banka I Editorial Contributor REGIONAL MANAGER - EDITORIAL, SALES & CIRCULATION EDITOR-IN-CHIEF [email protected] SALES & BD, WEST Annurag Batra Ashish Kudalkar | 09820541742 DELHI OFFICE B-20, Sector 57, Noida-201301 [email protected] Allan Dsouza I Trainee Correspondent [email protected] Tel: (0120) 4007700 [email protected] MUMBAI OFFICE: EDITORIAL DIRECTOR Rohit Dave | 09870701056 3/301 Kakad Bhavan, 3rd Floor, 11th Street, Amit Agnihotri SENIOR ART DIRECTOR [email protected] Opp Gaiety Galaxy Cinema, Shamsad Shaikh Bandra (W), Mumbai 400 050. DIRECTOR [email protected] Dhwani Dave | 9987032732 Tel: (022) 66206000 Nawal Ahuja [email protected] [email protected] Surya Prakash I Senior Designer BENGALURU OFFICE: Pooja Panchal | 09930013689 # 18, 3rd B Cross, Domlur II Stage, Bangalore 560071 EDITOR Abhijit Kelkar | Senior Designer [email protected] Srabana Lahiri Distributed by : [email protected] PHOTOGRAPHY GM-SOUTH & Central News Agency - CNA. Ashish Chawla (Mumbai) VP, SPL PROJECTS PRINTED AT NEWS TEAM Suresh Gola (Delhi) Sneha Walke | 09845541143 Spenta Multimedia Peninsula Spenta, Simran Sabherwal I Special Correspondent Vilas Kalgutker (Mumbai) [email protected] [email protected] Mathuradas Mill Compound, NM Joshi Marg, Lower Parel, Mumbai 400 013. SALES TEAM Prashant Kulkarni | 09886138249 (All rights reserved. Reproduction in whole Neeta Nair I Senior Correspondent NATIONAL HEAD- SALES [email protected] or part without written permission is [email protected] Runa Sinha I 09810497903 strictly prohibited. ) [email protected] Barun Deka | 097385 53913 An exchange4media Group publication Samarpita Banerjee I Senior Correspondent [email protected] [email protected] Anoop Nautiyal | 08130824948 [email protected] CIRCULATION & SUBSCRIPTION Christina Moniz I Senior Correspondent Gaurav Vadhera | 09818189504 Anandan Nair | 09819445200 [email protected] [email protected] [email protected] 14 CMO Interview 10 Creative Showcase 32 ‘EXPERIENTIAL MARKETING IS THE WAY FORWARD’ ROHIT SURI, PRESIDENT & MANAGING DIRECTOR, JAGUAR LAND ROVER INDIA 36 Talking Point 12 CREATE AUDIENCE-CENTRIC CONTENT AND IT WILL FIND A PLACE IN THEIR HEARTS: SAGNIK GHOSH CHALLENGING STATUS QUO IS THE WAY FORWARD FOR VOOT: GAURAV GANDHI Interview 28 OUR STORIES WILL TALK TO THE GLIMPSES FROM 4TH EDITION OF E4M’S INDIAN AAM AADMI: LYDIA POLGREEN MARKETING AWARDS HELD IN GURUGRAM\ THOUGHT LEADERS SPEAK ABOUT MEDIA & ADVERTISING GROWTH AT INAUGURAL E4M CONCLAVE - SOUTH Unwind 30 38 ‘TIRTHAN VALLEY WAS JUST THE HOW I CRACKED MY FIRST TREK GETAWAY I NEEDED’ BY RAVIKANT BANKA, FOUNDER & CMD, SAURABH KOCHHAR, CO-FOUNDER & EGGFIRST ADVERTISING CEO, FOODPANDA INDIA + QUIZ 08 Chief Minister of Uttarakhand, Trivendra Singh Rawat with Chief Minister of Uttar Pradesh, Yogi Adityanath and Subhash Chandra, Chairman, Essel Group & Rajya Sabha MP at the launch of ZEE Uttar Pradesh Uttarakhand by ZEE Media Corporation Limited in Lucknow STORY OF THE WEEK AD & ACCOUNT INDUSTRY OLA ACQUIRES Starcom wins Kraft NDTV to lay off Heinz’s Rs 300 crore FOODPANDA 25% employees media account IN INDIA within one month tarcom, the media agency from the DTV Group has Sstable of Publicis Media India has won Ndecided to slash media duties for it's workforce by Kraft Heinz. The 25%. This follows the account is estimated Group's plan to initiate a turnaround to be worth by cutting costs in order to improve Rs.300 crore with IPG Mediabrands as the profitability. The media house had incumbent agency partner for the company. already intimated the BSE about this turnaround. Cipla Health awards Ola Cab operated by ANI Technologies Pvt. Ltd, has acquired Hotstar partners its media duties to online food delivery start-up Foodpanda India from its German with Awesomeness OMD Mudramax parent Company Delivery Hero AG for global content MD Mudramax has bagged the media in an all-stock deal that will see the Oduties of Cipla Health Limited (CHL). ride-hailing firm infuse $200 million otstar has The agency will be in Foodpanda India’s operations. Hannounced a partnering with brands partnership with under Cipla Health Awesomeness, a in their consumer media company serving the global