November 16-30, 2012 Volume 1, Issue 13 `100 36 DEFINING MOMENTS Prathap Suthan The man who believes in limitless possibilities. 42 SAB TV Fun and Games Sab creates its own online city. 40 PROFILE Nitesh Tiwari Writing copy in Hindi is a different ballgame. What does the great excitement ICICI in online videos mean for Unexpected Rewards 16 advertisers and publishers? SUN TV AND IPL A Bold Step? 28 RBNL 26 Thrilling Action 37 INMA The Meeting Point 38 EDITORIAL This fortnight... Volume 1, Issue 13 EDITOR Sreekant Khandekar hen we first went online around the year 2000, we’d worry endlessly about the number of photographs on each page. Connectivity was poor PUBLISHER W Prasanna Singh November 16-30, 2012 Volume 1, Issue 13 `100 and a picture-heavy page wouldn’t download. Today, we click on a video and are 36 EXECUTIVE EDITOR impatient if it buffers. Prajjal Saha A number of things have come together to boost online videos. First, social SENIOR LAYOUT ARTIST DEFINING MOMENTS Prathap Suthan Vinay Dominic The man who believes in limitless possibilities. media, which encouraged the sharing of comments moved rapidly to pictures, and 42 now moving images. Dinky and powerful cameras that could shoot film provided PRODUCTION EXECUTIVE the other impetus. The spread of Wi-Fi and falling connectivity rates allowed Andrias Kisku SAB TV ADVERTISING ENQUIRIES Fun and Games people to upload videos just as they permitted others to watch it. Sab creates its own online city. Rahul Puri, (0120) 4077833, 4077866 40 Viewing so far has largely been confined to stationery screens. That will change Noida even in India. As the price of smartphones with a 4-inch screen continues to fall, Arunima Bhattacharya, (022) 40429702-5 PROFILE Mumbai Nitesh Tiwari Writing copy in Hindi is a we can expect a leap in the consumption of video on the go. The tablet revolution different ballgame. What does the great excitement ICICI [email protected] in online videos mean for Unexpected Rewards 16 is on its way too and that will aid watching as well. advertisers and publishers? SUN TV AND IPL A Bold Step? 28 RBNL MARKETING OFFICE 26 Thrilling Action 37 INMA The Meeting Point 38 With the matter of connectivity and devices being sorted, that leaves the matter B-3, First Floor, Sector-4, Noida-201301. of content. The abundance of Bollywood content ensured that Indians in the early Tel: (0120) 4077800. years would not be disappointed on YouTube, the mother site for video. Since then MUMBAI 501-502, Makani Center, 5th Floor, content from other places, primarily television channels, has gained in popularity. Off Linking Road, Bandra (W), Mumbai - 400050 The stage is now set for a new lot of producers: firms who will make content Tel: +91-22-40429 709 - 712 specially for online. Rajshri is already India’s most powerful producer, using a BENGALURU mix of filmy and original content. Yoboho is another Indian channel on YouTube S-1, New Bridge Corporate Centre, which has gained a huge following. Many more such players will emerge. The 777 D, 100 ft Road, Indira Nagar, revolution will gain even more force when content in other Indian languages gains Bengaluru - 560038, India popularity. SUBSCRIPTION ENQUIRIES Akhilesh Singh, (0120) 4077837 All this has aided the rise of video advertising online. It has especially drawn [email protected] marketers who advertise on TV anyway. As video surges in popularity online, it Owned by Banyan Netfaqs Pvt Ltd and will compel TV channels to review what this means for their future. 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-62/14, Naraina Industrial Area, Sreekant Khandekar Phase II, New Delhi – 110028. [email protected] Cover Illustration Gogol CONTENTS 18 44 PLUS BINDASS Tapping the Youth VOLKSWAGEN The new season of Sticky Message 14 the show is creating a buzz among the TG CAMPAIGN TRAIL through high-decibel TV, Print, OOH, Digital 22 OOH campaigns in seven cities. NEWS CORP-WALT DISNEY Complete Ownership 36 AIRTEL V/S VODAFONE 30 20 Who Won? JUGAAD INNOVATION The two telecom giants in a A New Model 40 different race. MOVIES NOW POV 32 Outdoor Bonds 41 Collaborate or Compete THE HINDU ACER INDIA Should creative sister agencies It’s Time to Behave! Filming the Ad Film YAHOO! & MEDIACOM be more collaborative and The ad film takes a dig at the Targeting those who want to Indian Style Factor 42 not fight? political situation of India. make videos. afaqs! Reporter, November 16-30, 2012 5 BARISTA LAVAZZA & PENGUIN BOOKS 1(:6%8//(7,1 3HUIHFW&RPER" Sponsored by afe chain major Barista Lavazza a new flavour of coffee, titled the Chas tied the knot with the Sethji Coffee, to promote the book. country’s leading English language The coffee brand will be present at publisher Penguin Books in a specif- leading Barista Lavazza stores for ic deal where the Barista will provide two months. PVR> PVR, one of the leading entertainment companies of the country has announced the launch of its eight screen space to the publishing company for Hemali Sodhi, vice-president, multiplex at Kurla, Mumbai. It offers Gold class facilities its high profile book launches and Penguin Books India, says, “Coffee and an Enhanced Cinema Experience. The company has in return will bring the enriching and books always go well togeth- over 200 screens across the country with more than 50 in collection of Penguin Books for free er, and we’re looking forward to Maharashtra. PVR ECX offers the next level of cinema expe- reading to its patrons. bringing some great books and some rience with improved sound and image quality. The brand R Shivashankar, director, South wonderful authors to Barista as part recently launched its first IMAX theatre in Bangalore also. of this initiative.” As a part of this deal, Barista Lavazza will start a Book Club Myntra> Myntra has recently launched an in-house appli- at its cafes, wherein cation called "Style Studio", a virtual dressing room to make customers can enjoy online shopping fun and interactive. Designed using HTML It guides the 5, it’s a highly evolved virtual dressing room. Style Studio book reading sessions shopper through is a part of "Style Zone", that also includes ‘Star N Style’, while sipping their ‘Style Mynt’, Myntra’s style blog and ‘Fashion Stories’. The favourite Italian cof- his shopping MARKETING objective here is to guide the user through their purchase fee. endeavor. experience and enable them to virtually try before they buy. Another pioneer- ing initiative under Asia, Barista Lavazza, Barista will this endeavour will says, “This relationship be ‘Emerging Writers MTS> Sistema Shyam TeleServices Limited that operates will draw the best from provide space Awards’, wherein under the MTS brand has rolled out its broadband service both the worlds for our to the Penguin Barista Lavazza will MBlaze in eight towns of Kerala circle namely Kundra, patrons. It will create invite entries from Vaikom, Koratty, Ottappalam, Ponnani, Changaramkulam, Books for its Koduvally and Mukkam. MTS MBlaze now footprints to 73 and provide a platform people with literary towns across the Kerala Circle and caters 65,000 high speed to both our existing high profile book interests. Penguin will data cutomers. The brand has 16 million wireless customers and potential custom- launches and in judge the entries and and provides High Speed Mobile Broadband services in over ers, by giving them the the winner will be 420 towns across the country including the top five metros. opportunity to enjoy return will bring awarded by both the through two binding the Penguin partners. forces - literature and Books collections Barista was estab- coffee. Such an asso- lished in February Centuryply> Centuryply, the pioneer brand in Plywood, ciation has never been for free reading 2000 to recreate the recently unveiled its first mobile store NESTA Furniture in thought of before and to its patrons. ambience and expe- Kolkata to increase customer involvement and showcase its we are confident that rience of the typical products to more customers. Nesta envisages creation of the synergies drawn due to this will Italian neighbourhood Espresso Bars 3.5 million square feet of retail space with 111 outlets in the next 5 years and projects a turnover of 500 Crore with an be enjoyed and remembered by our in India. It got the name Barista ` initial investment of `100 Crore. It plans to open 35 more guests.” Lavazza after Lavazza bought it in stores in the eastern region. The mobile store was next in The book launches will take place 2007. It has over 180 cafes in India. line to the 7500sqft NESTA furniture store in Kolkata. at select Barista Lavazza cafes across Penguin India began publishing the country. in October 1987 with six books and The deal begins with the launch as of today, it publishes 250 titles Emami> Emami Limited, a top FMCG Company of India is of Shobha De’s much anticipated every year and has an active backlist promoting advanced Vasocare Lip Mosturizer. It has reintro- book Sethji followed by interactions of more than 3,000 titles. The pub- duced the product with an advanced formula in four different with different authors. lishing company is celebrating its variants of Strawberry Splash, Classic, Sinful Chocolate and Barista Lavazza will also launch 25th year in 2012. Juicy Orange. The `77 Crores lip care category that falls under the `405 Crores petroleum jelly also consists of lip balms and mosturizers. The category has been on growing well at a rate QUOTE OF THE FORTNIGHT of 34 percent in March’12 and 37 percent in MAT Mar’11 and is mainly dominated by the urban market.