September 16-30, 2015 Volume 4, Issue 8 `100 8 An interview with media veteran and GroupM’s former global strategic development officer, who is slated to join Madison Media Group HDFC ERGO GENERAL INSURANCE as equity partner and Staying Safe group CEO. How useful is a motor insurance shield? 30 VIKRAM SAKHUJA “Madison is an INTERVIEW incredibly Manish Kalra Amazon India’s integrated marketing director speaks. exciting“ and 10 valuable asset. VISTAPRINT INDIA Capturing Mindspace Promoting the organised printing sector. THE HINDU Heading Westward 8 ASIAN PAINTS Etched in Wood 16 ZOMATO/PAYTM Cashless Wallets 24 22 92.7FM A New Identity 29 (',725,$/ This fortnight... Volume 4, Issue 8 EDITOR arlier this year, Sam Balsara, chairman and MD of Madison World, took the Sreekant Khandekar Emedia industry by surprise when he announced his decision to give a stake to PUBLISHER September 16-30, 2015 Volume 4, Issue 8 100 Prasanna Singh ` GroupM’s Vikram Sakhuja and make him CEO of the agency. The news came 8 VIKRAM SAKHUJA at a time when the industry was rife with talk of GroupM buying out Madison. DEPUTY EDITOR An interview Ashwini Gangal with media veteran and former GroupM hand who is slated to join Madison as HDFC ERGO GENERAL INSURANCE SENIOR LAYOUT ARTIST Staying Safe Now, it’s only a matter of weeks before the two media supremos, with famously equity partner and How useful is a motor Group CEO. insurance shield? Vinay Dominic 30 different ideologies, put their minds together and work on growing brand Madison. PRODUCTION EXECUTIVE Vikram has worked with Sam for around a decade during the formative years of Andrias Kisku Madison is an “ INTERVIEW his career – when he was media manager at P&G during the late 1980s to the Manish Kalra ADVERTISING ENQUIRIES incredibly Amazon India’s integrated marketing director speaks. exciting“ and 10 mid-1990s, and later during his days as marketing manager at Coca-Cola. Aditi Nagpal valuable asset. 99995 03560 (M); 0120-4077803 (O) P&G, back then, had selected Madison as its first media buying AoR in Shubham Garg VISTAPRINT INDIA Capturing Mindspace 81301 66777 (M); 0120-4077819 (O) Promoting the organised India. At the time, Doordarshan was the biggest daddy in the media space. printing sector. Noida THE HINDU Heading Westward 8 Vikram remembers visiting the DD team with Sam. Reminiscing with us over an ASIAN PAINTS Etched in Wood 16 Pradeep Hegde ZOMATO/PAYTM Cashless Wallets 24 Americano at a Starbucks near his Juhu home, he marvels at Sam’s ability to “go (022) 40429702-5 22 92.7FM A New Identity 29 Mumbai right down to the commercial department and talk to the guy who passes the bills, and then to go right up and talk to the people sitting at the top.” Today, after all [email protected] MARKETING OFFICE these years, “that,” Vikram tells us, “has not changed.” B-3, First Floor, Sector-4, Noida-201301. While he calls Sam “indefatigable,” Vikram describes himself as a goal-oriented person who always Tel: (0120) 4077800. needs very clear directions. To him, the most important thing at any given point in time is to be clear about MUMBAI 501-502, Makani Center, 5th Floor, the top three goals on the agenda. Once he knows what those are, “come what may, I will do it.” Off Linking Road, Bandra (W), Mumbai - 400050 At Madison, from the team he is set to “inherit”, he expects something very simple: They must be able Tel: +91-22-40429 709 - 712 to articulate, very clearly, what it is that they are chasing and what difference they want to make through SUBSCRIPTION ENQUIRIES Akhilesh Singh their jobs. Then, he will try and see what he can do to support them. (0120) 4077837 [email protected] Sounds like a plan. Owned by Banyan Netfaqs Pvt Ltd and 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-61, Sector 67, Noida (U.P.), 201301 Ashwini Gangal Cover Photograph [email protected] Fotocorp CONTENTS 24 6 KURKURE Playfully Festive The campaign urges people to ditch the usual overdose of sweetness this festive season. AMUL 14 10 29 The Uber Lift The chronicler of modern India with a new message. POINTS OF VIEW 28 Logo Design Brief BHARAT MATRIMONY STAR INDIA LIVING FOODZ What is the extent to which a Control Freaks Male Woes Serving Entertainment logo design is influenced by Choose your partner ‘Everybody loves Raymond’ Different perspectives to the variety of screens? yourself, says this app. gets an Indian look and feel. food, lifestyle and reality. afaqs! Reporter, September 16-30, 2015 5 $'9(57,6,1* KURKURE Playfully Festive The campaign encourages people to ditch the usual overdose of pretentious sweetness and obligations this festive season, and embrace their quirky nature with brand Kurkure. By Ashee Sharma shape thinking; it brings an alternative point of view to Indian families who are, by nature, very polite, sometimes excessively. Kurkure allows people to poke fun at such attributes, without being serious.” The campaign was rolled out on September 1 and will run through the festive season including Ganesh Chaturthi, Durga Puja and Diwali. It is being supported by outdoor and print media. In a first, this time the ads have also been shot in regional languages like Bangla and Tamil. Chakrabarti informs that these are not dubbed versions of the Hindi TVC, but created specifically for different regions and festivals specific to them, for he Great Indian Kurkure family of everyday lives. The latest TVC instance, Durga Puja ad for East Bollywood celebrities Parineeti Chopra, captures the essence of Indian India. “Kurkure is not just a North TBoman Irani, Ramya, Farida Jalal and Kunal festivities and the moments brand; our TG is all Indian families. Kapoor is back to spread laughter and mischief in shared together with families We are spending equally on national the latest ‘Why so sweet? Be Chatpata!’ campaign in a fun way.” and regional media, and are more launched ahead of the festive season. Executed by Partho Chakrabarti, vice than doubling our digital spends for JWT India, the campaign encourages people to president - snacks category, this campaign to reach out to over 20 do away with the usual overdose of pretentious PepsiCo India, says, million consumers,” he states. The sweetness and obligations, and embrace their “Kurkure is a brand that can brand’s digital plan includes exclusive ‘chatpata’/quirky nature. content for the medium which will be The ads, directed by Dibakar Banerjee, show co-created by consumers. the Kurkure family encouraging their guests in Kurkure will be launching special gift packs wacky ways to shed during Diwali. The limited edition packs, priced all inhibitions and be at `60, `90 and `120, will be available across retail real. On the concept, outlets and on Amazon.in. Babita Baruah, SVP PepsiCo entered India in 1989 and has grown to and business head, become one of the largest MNC food and beverage JWT India, says, businesses in India. The company’s business in “Kurkure has always the country is supported by 37 beverage bottling been at the forefront plants and three food plants. Its portfolio includes of coming up brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, with quirky ideas Gatorade and Quaker. that relate to our Chakrabarti and Baruah: Spiced up [email protected] TATA SKY The teasers revolve around the Transferkar family which is addicted to various genres of content.The On the Go only problem in the house is the single Tata Sky remote over which The DTH company has launched a set top box fights ensue every day. The teasers which will allow users to record content and travel end with the hope that Tata Sky is finally bringing something that will with it in multiple hand-held devices. By Sohini Sen let them sit in peace and watch their own shows. ata Sky’s newest launch - mobile internet to work. The campaign consists of seven brand plans to roll out the main film the Transfer Box - allows The new set top box (STB) will films - three teaser films, followed and the demo for over three months. Tusers to transfer content onto cost `9,300 for new users, while by one main film and then three Tata Sky hopes to achieve around smart devices (iOS and Android an existing user can upgrade to the demo films showing how the new 400 million impressions during this enabled) using the Tata Sky app. Transfer STB for `7,200. technology can be used. The teaser phase. While for the initial period a common The brand has launched a quirky films have been released in the first George Kovoor, senior creative WiFi signal is used, the content once campaign to spread the word about week of Spetember, along with the downloaded does not require any its new set top box. product. After the first week, the FRQWLQXHGRQSDJH>> 6 afaqs! Reporter, September 16-30, 2015 ',*,7$/ HDFC ERGO GENERAL INSURANCE THE HINDU Staying Safe Heading The company’s digital campaign spreads the message of motor Westward insurance as an ideal shield of protection against the potential liabilities arising out of any mishap while driving. By Aditi Srivastava Mid-Day’s Sachin Kalbag to be resident editor of the new oad accidents are a major cause base on social media to share and spread of concern leading to deaths the word, giving our campaign extra edition. By News Bureau Racross the world, more so in wings.” India.