February 16-28, 2013 Volume 1, Issue 19 `100 36 INTERVIEW Rajan Anandan Google India’s MD on mobiles, SMEs and digital. 34 With the launch of three channels in quick succession, the children’s genre is suddenly bursting with excitement. AXIS BANK Progressive Thought March together to success, is the message. 12 PEPSI Now or Never ‘Youthful irreverence’ gets a new platform. OBITUARY Fabian Gonsalves 22 CNBC-TV 18 Dream Big 32 IRS Q3 2012 Progress Report 43 28 VIA.COM Vying for Attention 47 EDITORIAL This fortnight... Volume 1, Issue 19 here are two ways of looking at the explosion of interest in the children’s genre EDITOR T on television: Sreekant Khandekar February 16-28, 2013 Volume 1, Issue 19 `100 PUBLISHER 36 Reaction One: Is there place for so many channels? Prasanna Singh Reaction Two: How come this didn’t happen earlier? SENIOR LAYOUT ARTIST Vinay Dominic INTERVIEW Rajan Anandan Google India’s MD on It seems to me that considering the several hundred million children in India, mobiles, SMEs and digital. 34 PRODUCTION EXECUTIVE With the launch of three channels in quick succession, the number of channels trying to tempt them will only grow. Digitisation has made Andrias Kisku the children’s genre is suddenly bursting with excitement. a number of special interest genres viable in business terms and the children’s slot is ADVERTISING ENQUIRIES AXIS BANK Progressive Thought among the most interesting. Rahul Puri, (0120) 4077833, 4077866 March together to success, is the message. Noida 12 The share of the children’s genre inched up in 2012 and as the content offering Arunima Bhattacharya, (022) 40429702-5 keep widening, we can expect that trend to continue for at least the next couple of Mumbai PEPSI Now or Never years. This might tempt brands that are aimed at grown-ups to advertise on children’s ‘Youthful irreverence’ gets a new platform. [email protected] OBITUARY Fabian Gonsalves 22 channels more often (though, of course, some channels permit only brands targeted at CNBC-TV 18 Dream Big 32 MARKETING OFFICE IRS Q3 2012 Progress Report 43 children). Within the wider genre, each channel has a special way of looking at kids B-3, First Floor, Sector-4, Noida-201301. 28 VIA.COM Vying for Attention 47 and segmentation is already developing pretty sharply. Tel: (0120) 4077800. MUMBAI The entry of new players will lead inevitably to the demand for more programming. 501-502, Makani Center, 5th Floor, This brings us to the question of which of the two types will do well: animation or live Off Linking Road, Bandra (W), Mumbai - 400050 action. Broadly speaking, animation appeals to younger children’s desire to disappear Tel: +91-22-40429 709 - 712 into another world while live action works better with older children. BENGALURU When children’s channels first appeared on Indian television sets, the programming S-1, New Bridge Corporate Centre, 777 D, 100 ft Road, Indira Nagar, was entirely foreign animation. Over time, some live action has appeared but Bengaluru - 560038, India animation dominates. It took a long time for Indian animated characters to make their SUBSCRIPTION ENQUIRIES entry but now that they have, they are gaining ground. Several investors have placed Akhilesh Singh, (0120) 4077837 their bets on creating Indian superhero characters, for example. However, animation is [email protected] a notoriously slow and expensive business to build so all this will take time. Owned by Banyan Netfaqs Pvt Ltd and Printed and published by Many things are still unclear but what one can still say with uncertainty is that Prasanna Singh, Indian children are going to get spoilt for choice. 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, Phase II, New Delhi – 110028. Sreekant Khandekar Cover Illustration [email protected] Tiffin Box CONTENTS 14 40 PLUS KIT KAT AFAQS! EVENT Baby Break 22 Owning Brands LIFEBUOY How does a brand Powered By: owner go about Food for Thought 25 building brands? GENOMUSIC PROJECT DON’T MISS THE LOGO Musical Experiment 34 INTERVIEW 16 18 Harris and Barua COCA-COLA Rana Barua and Colvyn Happiness on the Go 38 Harris on Contract’s future. TTN-THEONEALLIANCE POV 39 It is a Deal 38 Movie Sequels ADVERTISING HYUNDAI I10 Do sequels of successful films Don’t Miss the Logo Play Your Script HOMESHOP18 indicate a state of creative Why are so many TVCs The brand invites customers Photo Op 44 bankruptcy? overflowing with logos? to write the script this time. afaqs! Reporter, February 16-28, 2013 5 DAINIK BHASKAR 1(:6%8//(7,1 ,QGLD3ULGH$ZDUGV Sponsored by he 4th Dainik Bhaskar two new categories namely, Social India Pride Awards were Change Agent and Impact Creator- Trecently held on January 28, Civil Servant. 2013 at Hotel Oberoi, New Delhi. The objective was to recognize M. Veerappa Moily, Minister of individuals from the society who Starbucks> US-based Starbucks Coffee Company and its Indian partner, Tata Coffee, recently inaugurated a roast- Petroleum and Natural Gas, who have contributed through distin- ing and packaging plant in Karnataka, that will cater to the was the Chief Guest for the awards guished, courageous work, resilience domestic, as well as select overseas markets. The plant ceremony, presented the awards to and determination, for the better- is located at Kushalnagar in Coorg. This facility is spread all the winners. The other promi- ment of the society, across various across 8,258 sq ft and has an installed production capac- nent personalities, who attended the fields. Now, in its latest edition, ity of 375 MT. The plant has three major sections - green occasion, were Jyoti Narain, execu- another innovation was added in coffee storage and handling, roasting and packing and tive director, Wital See Marketing, the form of a new category - Best dispatch. Tata Starbucks has opened its 7th outlet in the Kunwer Sachdev, MD and CEO, Creative for PSUs. country at Connaught Place in New Delhi. Su-Kam Power Systems, Ramesh Jaideep Dhagat, senior general Chandra Agarwal, chairman, Dainik manager and national head, Govt. Bhaskar Group and Girish Agarwal, Business, Dainik Bhaskar Group, TLC> TLC, the lifestyle channel, has partnered with Taste director, Dainik of Mumbai, to celebrate great taste with finest cuisines, Bhaskar Group. world class wines, live demos, food, drink and more. Taste A total of 28 awards of Mumbai is part of the Taste Festival, held across the were distributed, hon- MARKETING globe and will be held between February 22-24, at Marine ouring the winners Drive. TLC has launched an exciting contest based on world in various categories cuisine for its viewers, to promote the festival. including the Central and State PSUs, Social Change Agent, Impact The two wheeler brand, Vespa, from the stables of Creator-Civil Servant, Vespa> Piaggio Vehicles has erected an innovative installation at the Best Creative for PSUs, A total of 28 said “Dainik Bhaskar Mumbai’s Kala Ghoda Arts Festival 2013. It showcases the followed by the Life awards were Group is known for birth of Vespa in an artistic form and draws inspiration from Time Achievement innovations and with its origin – the wasp. It brings out the similarity in form, Award. The winners distributed, every installment of that the Vespa shares with the wasp, by an amalgamation of can be seen on www. honoring winners India Pride Awards, unique attributes such as downward sloping engine ~ curved dbindiaprideawards. in various a new innovation has abdomen of the wasp, steering rod ~ antennae and front com. been every year.” mudguard ~ head of the wasp. Dainik Bhaskar categories. He further added India Pride Awards that, the Dainik are held every year since 2009, to Bhaskar Group believes in diversi- Hungama Digital> acknowledge and honour the con- fication and aims to cover the entire Hungama’s strength in digital Hungama Digital tributions of PSUs, both Central nation through its flagship property, Media Entertainment and State-based, in their respective India Pride Awards, acknowledging entertainment has got into a JV with Gameshastra, to launch a gaming sectors. The awards, one of its kind, institutions and individuals for their meets company. This alliance brings to the table, Hungama’s are validated by a thorough jury distinguished services, from all sec- Gameshastra’s strengths in digital entertainment, mobile and online gaming process, supported by recommenda- tors and regions. and Gameshastra’s expertise in game development, to tions from the rating agency ICRA. Ramesh Chandra Agarwal, chair- expertise in deliver localized games, across platforms. Under the JV, The event, which started with the man, Dainik Bhaskar Group lauded localized games. Gameshastra will bring their exclusive IP across various participation of only Central PSUs the efforts of PSUs, for their con- genres like Bollywood, celebrities, sports and lifestyle, in in 2009, spread its scope to honour tribution to the Indian economy, console gaming and for the iOS and Android platforms. the work of state-owned PSUs, in its adding that both the Central and following year. State PSUs are doing a tremen- In the third year, a new dimen- dous job. Dainik Bhaskar Group was Firefox> Firefox has expanded its range sion was added in the form of launched in 1958. of bicycles in India, by introducing the Tern brand of portable bicycles. Three Tern QUOTE OF THE FORTNIGHT foldable cycles, namely, the Link C7, Joe C21 and the Joe D24 have been launched at Rs 28,670, Rs 30,770 and Rs 38,640, respectively. The user can fold the ‘‘You can’t do marketing pedals, undo the quick release on the seat position and swing from the corner office.