February 1-15, 2018 Volume 6, Issue 16 `100 Presenting Partner:20 Platinum Partner: Presenting Partner: Gold Partners: Platinum Partner: Silver Partners: Presenting Partner: Gold Partners: Platinum Partner: Presenting Partner: DIGITAL VIDEO HEROESSilver Partners: Bronze Partners: Presenting Partner: The second edition of vdonxt asia hadGold nearly Partners: 50 companies vying for medals. The Quint, Viacom18 and ADK Fortune led the way among brands while in the Persons of the Year category, Hotstar’s Ajit Mohan and Ssumier Pasricha a.k.a Pammi Aunty tookPlatinum the Partner:honours in Business and Content respectively. Subs riber o yf not or resale Presenting Partner: Gold Partners: Community Partners: Presenting Partner: PlatinumPlatinum Partner: Partner: Gold Partners: SilverSilver Partners:Partners:Bronze Bronze Partners: Community Partners: Gold Partners: Silver Partners: Platinum Partner: Bronze Partners: Community Partners: Bronze Partners: Silver Partners: Gold Partners: Community Partners: Community Partners: Bronze Partners: Silver Partners: Community Partners: Bronze Partners: Community Partners: NO.1 NEWSPAPER IN DELHI+MUMBAI On the readership metric that matters most. First things first—Hindustan Times is ENGLISH READERSHIP (AIR in lakhs) undisputedly and unambiguously the DELHI NCR MAIN MAIN +VARIANTS #1 English daily in Mumbai + Hindustan Times 16.7 20.2 Delhi-NCR, irrespective of how we Times of India 11.9 13.7 look at the figures. Our Rank #1 #1 DELHI NCR + Even after including Thane, Vasai MUMBAI MAIN MAIN +VARIANTS and Virar, with or without Hindustan Times 24.3 28.5 considering newspaper variants, Times of India 22.4 25.3 Hindustan Times clearly towers Our Rank # 1 # 1 over TOI. DELHI NCR + MUMBAI incl Hindustan Times is the unchallenged Thane, Vasai & Virar MAIN MAIN +VARIANTS leader backed by absolute truth and Hindustan Times 24.49 28.79 the unshakable trust of its readers Times of India 22.94 25.95 and advertisers. Our Rank # 1 # 1 * Average Issue Readership as per IRS 2017. HT is the leader across all measures in AIR - the Readership metric that matters the most. NO.1 NEWSPAPER IN DELHI+MUMBAI eol This fortnight... Volume 6, Issue 16 welve months can be a very long time. In the context of digital video, the last EDITOR Sreekant Khandekar T12 months have been transformative. The cost of mobile data kept falling PUBLISHER February 1-15, 2018 Volume 6, Issue 16 `100 and consequently, the consumption of digital video on mobile went through the Sreekant Khandekar Presenting Partner:20 roof. As the curator of vdonxt asia, and my boss, Sreekant pointed out during his EXECUTIVE EDITOR opening remarks at the second edition of our event, between 2015 and 2017, data Ashwini Gangal Platinum Partner: consumption - basically, a synonym for online video consumption! - per mobile ASSOCIATE EDITOR Presenting Partner: Gold Partners: Sunit Roy phone user went up 10 times. In January 2017, when we hosted the first edition of PRODUCTION EXECUTIVE Platinum Partner: vdonxt asia, digital video was still a niche medium, an esoteric concept even. In just Andrias Kisku Silver Partners: Presenting Partner: Gold Partners: 12 months it has become mainstream. And it promises to keep growing. Nothing ADVERTISING ENQUIRIES else - television penetration, internet usage, the telcom revolution - has spread this Shubham Garg Platinum Partner: 81301 66777 (M) Presenting Partner: DIGITAL VIDEO HEROESSilver Partners: Bronze Partners: Presenting Partner: quickly in India. The second edition of vdonxt asia hadGold nearly Partners: 50 companies vying for medals. The Quint, Viacom18 and ADK Fortune led the way among brands while in Apoorv Kulshrestha the Persons of the Year category, Hotstar’s Ajit Mohan and Ssumier Pasricha a.k.a Pammi Aunty tookPlatinum the Partner:honours in Business and Content respectively. Subs riber o yf not or resale 9873824700 (M) Presenting Partner: This year, Hotstar’s CEO Ajit Mohan won the ‘Person of the Year - Business’ Noida Gold Partners: Community Partners: Presenting Partner: PlatinumPlatinum Partner: Partner: Gold Partners: SilverSilver Partners:Partners:Bronze Bronze Partners: Community Partners: award and Ssumier S Pasricha of ‘Pammi Aunty’ fame was named ‘Person of the Nikhil Jhunjhunwala 9833371393 (M) Gold Partners: Silver Partners: Year - Content’. (Do you remember last year’s winners? TVF’s Arunabh Kumar Mumbai Platinum Partner: Bronze Partners: Community Partners: won ‘Person of the Year - New Media’ and AIB won ‘Person of the Year - Content [email protected] Creator’). Bronze Partners: MARKETING OFFICE Silver Partners: Gold Partners: B 3, Ground Floor, Sector 4, Community Partners: Pasricha’s victory highlights another big trend in the digital video space – comedy Noida -201301 Uttar Pradesh Community Partners: content. Ridiculously humorous - (and sometimes just ridiculous!) - videos published MUMBAI by comedians are among the most widely watched, shared and discussed videos today. 302, Makani Center, 3rd Floor, Bronze Partners: Off Linking Road, Bandra (W), Silver Partners: Even if one doesn’t consume this content, one knows people who do. At any rate, one Mumbai - 400050 knows who these strange characters are. Pammi Aunty is Pasricha’s rendition of a SUBSCRIPTION ENQUIRIES verbose, gossipy, middle-aged Punjabi woman with perennial hair-curlers (that she [email protected] Community Partners: wears on top of a towel!) and a green homemade face pack. Owned by Banyan Netfaqs Pvt Ltd and Bronze Partners: Printed and published by Brands have started realising the power of these online stars. In fact, their large Sreekant Khandekar, at 7-A/13, Ch. Ratan Singh Complex, networked agency partners have identified comedians as competition. They’re Jawala Heri Market, Paschim Vihar, insightful and raring to get into the branded content space. New Delhi-110 063. On the readership metric Printed at Artz and Printz 208 DSIDC Sheds, Community Partners: Okhla Industrial Area, that matters most. Phase 1, New Delhi - 110020 Ashwini Gangal [email protected] First things first—Hindustan Times is ENGLISH READERSHIP (AIR in lakhs) undisputedly and unambiguously the DELHI NCR MAIN MAIN +VARIANTS #1 English daily in Mumbai + Hindustan Times 16.7 20.2 Delhi-NCR, irrespective of how we Times of India 11.9 13.7 CONTENTS look at the figures. Our Rank #1 #1 DELHI NCR + Even after including Thane, Vasai MUMBAI MAIN MAIN +VARIANTS 10 and Virar, with or without Hindustan Times 24.3 28.5 considering newspaper variants, Times of India 22.4 25.3 6 Hindustan Times clearly towers Our Rank # 1 # 1 AMAZON PRIME VIDEO over TOI. DELHI NCR + Thinking Big MUMBAI incl Hindustan Times is the unchallenged Thane, Vasai & Virar MAIN MAIN +VARIANTS Its latest launch is like leader backed by absolute truth and Hindustan Times 24.49 28.79 a big budget movie or the unshakable trust of its readers Times of India 22.94 25.95 premium TV show. and advertisers. Our Rank # 1 # 1 * Average Issue Readership as per IRS 2017. 16 26 HT is the leader across all measures in AIR - TRIBUTE the Readership metric that matters the most. Looking Back Fondly Piyush Pandey remembers SWIGGY 12 AYURVEDA ANIL NAIR his dear friend Ranjan Kapur, the man with great wisdom Intent on Marketing The Patanjali Effect Something Worthwhile and a complete absence of The brand makes its debut on The phenomenon of ayurveda L&K Saatchi’s boss is a rider insecurity. TV with seven TVCs. advertising led by Patanjali. with a cause. afaqs! Reporter, February 1-15, 2 0 1 8 5 e BREATHE Thinking Big Amazon Prime Video mounts its latest show like a blockbuster. By Anirban Roy Choudhury f you are in Mumbai or Bangalore this especially for places like Delhi you cannot “breathe” without where outdoor is a challenge,” Iseeing gigantic posters around opines Subramaniam. While top you of Amazon’s new show - Breathe metros were given special attention, - which give people a glimpse of the Subramaniam and his team had a latest thriller. mass marketing plan too. On TV, Four episodes of the R Madhavan Breathe trailers and promos were and Amit Sadh suspense thriller seen on GECs, news channels and are out and streaming on the English entertainment channels. subscription-based video on demand In order to generate buzz around platform. Produced by Abundantia the thriller and keep it alive for a Entertainment (producers of movies longer period of time, Prime, instead episode costs 10-12 times that of around `20 crore to promote Kaun Baby, Airlift) and directed by Mayank of putting all episodes up in one go a regular television fiction show Banega Crorepati 2017. “If we talk Sharma, the show sees Madhavan, a for viewers to binge watch, decided (Kumkum Bhagya, Udaan), but in about regular fiction show launches, devout Catholic who knows verses to make one available every week. So, terms of marketing spends, where the channel spends `5-7 crore to of the Gita by heart, evolving into the first four episodes were up for does it stand in comparison with a promote the show,” the planner adds. a murderer in order to save his son streaming on 26 January 2018, and film or TV show? “Because films spend less on Josh, who is battling cystic fibrosis for the fifth one, the viewer needs to “All platforms have different marketing, it does not mean they get and is in dire need of an immediate wait. “Given that it’s a thriller, and objectives,” says Subramaniam. A less visibility. Films do a lot of cross- lung transplant. On the other hand, that there are so many cliff-hangers media planner seconds Subramaniam platform integrations, so you have Sadh battles haunting memories of with high-level conflicts, we felt that saying, “A TV show targets the stars going on top-rated shows on his daughter’s (Shreya) death. Each leaving customers at a certain point masses while web series like Breathe TV, speaking to digital influencers. episode is a 40-minute target that and giving them an opportunity to only targets a particular group of Also, music turns out to be a great the two actors chase and the conflicts marketing tool for films; a studio keep viewers intrigued.