November 1-15, 2010 Volume 1, Issue 21 `50 40 DEFINING MOMENTS Srinivasan Swamy RK Swamy BBDO’s man at the helm looks back at some interesting moments. 12 TVS Do it Your Way The company has opted for a vibrant positioning for its Scooty Pep+ range. SPECIAL REPORT PRESENTS MARKETING TO THE As the Metro rolls on connecting more and more points on the map of Delhi, it is leaving in its wake YOUTH a change in the mindset of the consumer and businesses. Why does the youth want what it 32 wants? An analysis. EDITORIAL This fortnight... Volume 1, Issue 21 EDITOR hirty years ago when you asked young people in Delhi where they came from, hardly Sreekant Khandekar anybody answered ‘Delhi’: it was always some other place – Punjab, Dehradun, Lucknow T PUBLISHER or Madras maybe. Some had lived in the city for a while and yet hesitated to name the capital Prasanna Singh as their home. It struck me that this would have never happened in Bombay or Calcutta (as the CONSULTING EDITOR cities were then called). Residents were proud to belong. What was it about Delhi? M Venkatesh To be fair, people name the town where they grew up as the place they belong CONTRIBUTING EDITOR Prajjal Saha to. And since most young people then were migrants they naturally named a place from their past. Today, Delhi has a large population of young adults who SENIOR LAYOUT ARTIST November 1-15, 2010 Volume 1, Issue 21 `50 Vinay Dominic 40 have never known any home other than Delhi. They have grown up here. LOGISTICS The other thing is about the city’s layout. I think densely packed vertical Rajesh Kanwal DEFINING MOMENTS ADVERTISING ENQUIRIES Srinivasan Swamy cities like Kolkata and Mumbai tend to develop a sense of identity faster than a RK Swamy BBDO’s man at the helm looks back at Hansika Koli, (0120) 4077834 4077837 Noida some interesting moments. 12 horizontal city such as Delhi. The experience is more intense and the sense of Varun Mohan, (022) 40429702-5 Mumbai belonging follows. Neeraj Ranjan, 09886846842 Bangalore [email protected] TVS Especially in geographically dispersed cities like Delhi, where people from Do it Your Way The company has opted for Marketing Office a vibrant positioning for its Scooty Pep+ range. one part have had little to do with those in another, communication and media B-3, First Floor, Sector-4, Noida-201301. SPECIAL REPORT play a big role in forging a local identity. The reach of newspapers has grown, Tel: (0120) 4077800. of course, but radio with its chattering RJs and local gyan has been important PRESENTS Mumbai MARKETING in emphasising Delhi-ness. 501-502, Makani Center, 5th Floor, TO THE As the Metro rolls on connecting Off Linking Road, Bandra (W), more and more points on the map of Delhi, it is leaving in its wake YOUTH Mumbai - 400050 a change in the mindset of the The Metro is the last thread to stitch Delhi together in its quest for a sharper consumer and businesses. Why does the youth want what it Tel: +91-22-40429 709 - 712 32 wants? An analysis. identity. From a 22-km stretch of tracks eight years ago, the network has Bangalore exploded over the past year to touch 200 km of line length snaking to virtually S-1, New Bridge Corporate Centre, all parts of Delhi. People can visit parts of the city they never have – in spite of 777 D, 100 ft Road, Indira Nagar, not owning their own vehicle. Bangalore - 560038, India Subscription Enquiries Delhi has always demanded that you buy a vehicle as soon as you start earning because the Garima Agnihotri, (0120) 4077837 public transport system was so decrepit. And because everybody had a personal vehicle, it gave a [email protected] certain character to the city. What will happen to that with an efficient mass transit system like Printed, published, and owned by the Metro? Will it affect the psyche of the consumer? Will it change the nature of local businesses? Prasanna Singh, Publisher, at 7-A/13, Ch. Ratan Singh Complex, Read inside to find out. Jawala Heri Market, Paschim Vihar, New Delhi-110 063. Printed at Paras Offset Pvt. Ltd., C-176, Naraina Industrial Area, Phase I, Sreekant Khandekar New Delhi 110 028. [email protected] Cover Illustration Tiffin Box CONTENTS 44 14 PLUS VOLKSWAGEN VENTO Attachment Theory 16 HORLICKS The Mega Plan ZEN MOBILE The changed logo Big Factor 18 and packaging aim to bring in a VIZISENSE unified look. Online Farming 26 WESTIN HOTELS PROFILE 22 24 Hitting the Pillow 38 Sunil Sahjwani Looking ahead: Big FM’s VIVEL national programming head. Promising Fairness 38 POINTS OF VIEW 28 DABUR Mobile Browsing NESTLE MAHINDRA STALLIO Right Place, Right Face 42 Can mobile applications affect Buzzing with Activity Cool and Quiet INTERVIEW the mobile internet browser The FMCG player has The two-wheeler brand market? adopted an aggressive tone. turns its back on aggression. Vivek Nayer 50 afaqs! Reporter, November 1-15, 2010 5 TELECOM Sponsored by ights, crackers, sweets and attract users. Some companies are shopping....Diwali brings the expected to go on a launching spree Lmuch needed excitement. as Rahul Goel, COO, Videocon Britannia> Biscuit major Britannia has ventured into the During this time, handset manu- Mobile, says, “This festive season fairly new baked snacks category, launching a baked wheat factures strengthen their marketing for us is about launching exciting snack called Time Pass targeted at the youth. Time Pass has budgets and expect sales to shoot up. phones. This Diwali is very spe- been launched in Bengaluru and will see a sequential roll out Ajay Sharma, country head, HTC cial for us because of our entry across Karnataka, followed by the West and other markets India says, “In the past, we have into the Android and 3G space and in the South. The markets in the North and East will follow witnessed a distinct spurt and a thus places us better amongst the subsequently. Other companies such as Parle forayed into the substantial increase in sales during leading Indian players. We are keen baked snacks market with Smart Chips, and later, Parle Agro the festive season, whereby sales of to enhance our penetration across launched its brand, Hippo. HTC devices have grown by at least the markets. At this point we have 50 per cent over the average sales launched five new phones.” The flat panel ONIDA> Consumer durables com- per month. This season, also, we are Wynn Telecom is expecting an TV category is pany, Mirc Electronics (ONIDA), has hoping for a similar growth figure.” increase of about 30 per cent in sales. expected to sell launched its 22’’ Vogue LCD TV series LG Mobile plans to launch 30 Naveen Kapoor, assistant vice presi- at `15,990. As per industry estimates, handsets this festive season. Moon dent of sales and operations at Wynn twice of what it the current market size of the LCDs and CRTs put together is B Shin, MD, LG Electronics India Telecom, says, “During this period sold in 2009. about 16 million units annually, with the conventional colour shares that the company is looking consumers tend to buy new prod- TV accounting for 13 million units. The flat panel TV category forward to the festive ucts. Hence, we have is expected to sell 3 million units sold in 2010. MARKETING season and expecting a launched new mod- turnover of `560 crore. els and have plans to Handset manu- The Swiss watchmaker company, To woo the con- launch a touchscreen Raymond Weil> facturers will Raymond Weil, launched the second exclusive boutique of the sumer, Samsung phone as well.” introduce promo- brand nationally in Chennai. The first one being launched in Mobiles has come up Wynn Telecom has Delhi. The brand recently revamped its Indian operations with with a promotional tional offers and also launched promo- the creation of its own 100 per cent subsidiary company in offer in collaboration new handsets to tional offers like, ‘buy Bengaluru. The boutique was launched by Olivier Bernheim, with service provider, ten get one free’ for CEO and president, Raymond Weil along with well-known Aircel. The company woo customers their channel part- cinestar Shriya Saran, in association with Zimsons, a leading is looking at larger this festive ners. Kapoor adds, luxury watch chain in South India. share of the pie. Ranjit “This will motivate Yadav, director, season. them to enhance sales mobile and IT busi- of Wynncom phones The ad slots Active Media> Active Media has put up a 360-degree LED TV ness, Samsung says, during the season.” are available in at T3 of IGI Airport, New Delhi. Measuring 67" in width and 34" in “Samsung currently holds 17 per Zen Mobiles plans to launch its 30-second cap- height, the LED panel has three screens having different content cent of the market share in the 3G device close to Diwali. The com- running on them. The LED is installed at the food court, where sules, priced at the average time spent by a passenger is 30 minutes. It allows Indian mobile market and aims at pany currently holds about 2 per ` 1,200 per sec- advertisers to capitalise on the high adding 6-7 per cent by end of 2010.” cent of the handset market. Smarth ond. passenger dwell time in a captive Another exciting offer for con- Bansal, national marketing head, environment. sumers has been launched by Sony Zen Mobiles, says, “We expect to Ericsson, which gives users a chance garner 4-5 per cent of the market to win `5 lakh worth of shop- share by this year-end.” Hyundai> Hyundai Motor India recently launched the ping with Kareena Kapoor.