August 16-31, 2012 Volume 1, Issue 7 `100 22 DEFINING MOMENTS Pushpinder Singh Saints & Warriors’ founder goes back in time. 26 Can targeted programming make the youth fall in love with television all over again? NEROLAC Tuning in Fully The paints company is Elusive Audience thinking social media. 40 PROFILE 32 Sudha Natrajan The Lintas long timer branches out on her own. AFAQS! INITIATIVES Double Bill 34 PHILIPS Stepping out in Style 50 9XM Appetiser to Happytizer 51 UNINOR Small is Better 51 EDITORIAL This fortnight... Volume 1, Issue 7 EDITOR Sreekant Khandekar ornstar-turned-television star-turned Bollywood actor, Sunny Leone, recently made a statement PUBLISHER Pin the media – I think the young generation of people are ready to see someone like me on Prasanna Singh TV. She was referring to the reality show Bigg Boss in which she participated as an inmate in the EXECUTIVE EDITOR Bigg Boss house. Prajjal Saha SENIOR LAYOUT ARTIST Well that could be one side of the story, but the fact is what Indian youth Vinay Dominic wants to watch on television is open to debate . Until a few years ago, such was PRODUCTION EXECUTIVE Andrias Kisku August 16-31, 2012 Volume 1, Issue 7 `100 the impact of media that there was an entire generation which grew up as the 22 MTV/Channel V generation. At that time, the variety of content was limited ADVERTISING ENQUIRIES Neha Arora, (0120) 4077866, 4077837 and music was the only way to click with the youth. However, unfortunately the Noida DEFINING MOMENTS Pushpinder Singh television channels weren’t able to hold on to this audience for long. They lost the Saints & Warriors’ founder goes back in time. Khushboo Varadkar, (022) 40429702-5 26 battle to the Facebooks and YouTubes of the world. Mumbai [email protected] Can targeted programming make theagain? There are several reasons why and how the youth drift away from the youth fall in love with television all over NEROLAC ieennc Tuning in Fully MARKETING OFFICE Auudi The paints company is Elusivei Audience thinking social media. television especially when the kids’ genre always has enjoyed immense loyalty. 40 B-3, First Floor, Sector-4, Noida-201301. This implies that the same viewer, who is hooked on to television, in his early Tel: (0120) 4077800. years, doesn’t find relevant content on television as he grows up. MUMBAI PROFILE 32 Sudha Natrajan 501-502, Makani Center, 5th Floor, The Lintas long timer branches out on her own. Broadcasters are to be blamed for this entire situation. The entertainment AFAQS! INITIATIVES Off Linking Road, Bandra (W), Double Bill 34 PHILIPS Mumbai - 400050 Stepping out in Style 50 genre, which enjoys the maximum viewership share, has left the youth to find 9XM Appetiser to Happytizer 51 Tel: +91-22-40429 709 - 712 UNINOR Small is Better 51 his or her own mode of entertainment as they went hammer and tongs after the BENGALURU women of the house with kitchen-politics serials and the Saas-Bahu sagas. S-1, New Bridge Corporate Centre, 777 D, 100 ft Road, Indira Nagar, The youth, in the meanwhile, went online. The ‘Youth’ is important because in our country, Bengaluru - 560038, India 50 per cent of the population is under 25 – this implies that 62 crore people in the country who are SUBSCRIPTION ENQUIRIES already in their youth or will be in a few years’ time. They can be the deciding factor in making or Akhilesh Singh, (0120) 4077837 breaking several things – a movie, a brand or even a political party. Wouldn’t television channels [email protected] want to hold this audience? If so, what are they doing about it? This cover story answers a few such Owned by Banyan Netfaqs Pvt Ltd and Printed and published by questions. 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, Prajjal Saha Phase II, New Delhi – 110028. [email protected] Cover Illustration Gogol CONTENTS 42 20 PLUS JWT 18 AGAIN Virgin Idea Scientology of Food 14 Curry Nation’s KBC new ad campaign is a for a vaginal Knowledge Will Win 16 tightening gel. DMAI 2012 Need to be Unique 29 INTERVIEW 12 44 Jonathan Mildenhall ZEE Coke’s global advertising The Return of Ram 36 guru talks India. 28 CURIOUS DIGITAL MARKETER POV A Book Tour 48 Digital vs Traditional AIRTEL TATA VISTA In an increasingly digital The Second Insight Changing Gears BY INVITATION world, are traditional creative A new campaign from the ‘Move up to Sedan Class’ Chintamani Rao 54 heads ready? telecom player on sharing. exhorts this OOH campaign. afaqs! Reporter, August 16-31, 2012 5 TRAI-ARPU 1(:6%8//(7,1 :LWQHVVLQJDULVH Sponsored by Emami> The FMCG firm is planning to invest up to `125 crore this fiscal to expand capacity and marketing expenses in an effort to grow sales in excess of 15 per cent. The com- pany is setting up three new plants in Bangladesh, Egypt and Assam this fiscal. The company has reported 12.3 per cent jump in its net profit. The growth came mainly from its brands like Navratna Oil, Boroplus Antiseptic Cream, Zandu and Menthoplus Balm and Navratna Cool Talcum Powder. SUSHIL KUMAR Westinghouse> The home appliances maker, has launched its products in the Kochi market. Further, it hopes ndian telecom service providers, in ARPU. to achieve a turnover of `200 crore in the Indian market in the third year of its operation. The company is looking which offer the cheapest call rates TRAI has also reported a rise I at going pan India by 2013 primarily with the help of the in the world, have always complained in minutes of usage, which has traditional distribution channel, modern retail channel, insti- of low revenue from subscribers, increased by 4.09 per cent from 346 MARKETING tutional channel and online sales. but it seems things are changing minutes in March 2012 compared to now. According to a recent report by 332 minutes in December 2011. As Telecom Report Authority of India far as outgoing calls are concerned (TRAI), the falling average revenue there was an increase of 3.98 per The service allows Popley Group> To keep up with the Indian passion per user (ARPU), for the first time, cent, while incoming increased by customers to buy for jewellery and savings, the company designed an easy was seen rising. As per TRAI, there 4.20 per cent in this period. and instant finance offering, Popley Financial & Insurance from a range of Services. The service allows customer to buy from a range has been an increase of `1 in the CDMA operators fared better than luxury products ARPU of GSM ser- GSM operators with a of luxury products like Swiss gold bars, 22 carat hallmarked gold jewellery, Belgian diamond jewel- vice providers while 14.5 per cent increase like Swiss gold The reason lery and solitaires, platinum jewellery, the ARPU for CDMA in ARPU over the last bars in up to 15 behind the luxury Swiss watches and writing operators has increased one year. In December EMIs. instruments like Montegrappa & by 14.5 per cent year increase is tel- CDMA recorded Visconti pens in upto 15 EMIs. on year. a ARPU of `73, the The main reason ecom operators number further rose to behind the increase is have begun to to `75 in March 2012, that telecom operators remove inactive an increase of 2.49 per TRESemme> Hindustan Unilever is all set to launch have begun to remove cent. its premium hair care brand TRESemme in India to target inactive customers customers from However, this was salon-frequenting consumers in the urban market. India is from their books more their books. mainly because the the second market after Brazil where Unilever will launch frequently. While in percentage of inactive TRESemme after inheriting the brand as part of its acquisition December only 72.4 per cent of the customers was higher with CDMA of Alberto Clulver for $3.7 billion in 2010. In a market flooded total subscriber base was active, in operators, so much so that in March with hair care products, the brand will try to differentiate March this figure was 74 per cent, 2012 there was a decline of 2.77 itself with its focus on salon like experience at home with its which almost corresponds with the million in the CDMA subscriber shampoo and conditioner range. rise in ARPU. base after the removal of inactive While the ARPU of GSM opera- subscribers from the books of tel- tors in the last quarter of 2011 was ecom operators. This reduction in Over the past one Videocon>Iit seems the company is trying to make a come- `96 it went up to `97 in March 2012, inactive subscriber base also led to an year, Videocon back as the largest consumer goods company, once again. resulting in an increase of 1.66 per increase in average minutes of usage Over the past one year, Videocon increased its market share in cent. Although on an annual basis by 1.62 per cent from 226 minutes in increased its all major product categories, such as there is a drop of 2.71 per cent December to 229 in March. market share in refrigerators, washing machines and all major product televisions, by 2-5 per cent, by focus- categories. ing on mass products and expanding QUOTE OF THE FORTNIGHT reach. ‘‘In the power inverter market, including batteries, growth ITC> Diversified conglomerate ITC is planning to enter has been 25-30 per cent in the dairy sector for manufacturing milk and milk-based the first quarter compared products.