June 16-30, 2012 Volume 1, Issue 3 `100 40 THE PIN-UP DEFINING MOMENTS Prasoon Joshi A string of happy accidents MODEL made the man what he is. 18 COPYRIGHT Stealing Ideas It is the ‘pitch’ process that is prone to theft. 46 PROFILE Arijit Ray Dentsu Communications’ CEO believes in the team. FLYING MACHINE Fake Identity 16 It is the visual element that has made MTV Pinterest a hit with surfers. Here’s how Indian Updating the Journey 44 brands could use this interesting platform. IPL Still a Force 48 30 BIG CBS LOVE Setting the Box 53 EDITORIAL This fortnight... Volume 1, Issue 3 EDITOR picture, as the saying goes, is worth a thousand words. If that is the case, Pinterest, the two- Sreekant Khandekar A year-old phenomenon in the social networking space should be worth a fortune. All about PUBLISHER pictures and images, that is how the site differentiates itself from Facebook, Twitter or Orkut. Prasanna Singh EXECUTIVE EDITOR In terms of size, Pinterest’s 20 million unique visitors might be minuscule Prajjal Saha compared to Facebook’s 900 million, but the pictorial networking platform has SENIOR LAYOUT ARTIST Vinay Dominic June 16-30, 2012 Volume 1, Issue 3 `100 caught the attention of brands and advertisers across the globe. 40 ADVERTISING ENQUIRIES Pinterest, by its very nature of being a pictorial site, is considered to be a favourite Neha Arora, (0120) 4077866, 4077837 THE PIN-UP with women. One could argue with this, but that reason alone is enough for many Noida DEFINING MOMENTS Prasoon Joshi A string of happy accidents MODEL made the man what he is. brands to get interested. Khushboo Varadkar, (022) 40429702-5 18 Mumbai But it is also true that male-oriented brands like Lambhorgini are trying this [email protected] COPYRIGHT Stealing Ideas platform out quite happily. What the car brand did was put up images of various It is the ‘pitch’ process that MARKETING OFFICE is prone to theft. 46 models on the website just to appeal to the general visitors - all of this through images B-3, First Floor, Sector-4, Noida-201301. Tel: (0120) 4077800. which speak for themselves. MUMBAI PROFILE Arijit Ray Dentsu Communications’ 501-502, Makani Center, 5th Floor, CEO believes in the team. Another smart user of Pinterest is NBC News, which created several boards FLYING MACHINE Off Linking Road, Bandra (W), Fake Identity 16 It is the visual element that has made MTV on Pinterest that carried news from all sources, not just its own. This was because Pinterest a hit with surfers. Here’s how Indian Updating the Journey 44 Mumbai - 400050 brands could use this interesting platform. IPL Still a Force 48 Tel: +91-22-40429 709 - 712 30 BIG CBS LOVE Pinterest doesn’t allow a user to broadcast his or her own work. NBC has managed Setting the Box 53 to increase the number of its followers despite that restriction. BENGALURU S-1, New Bridge Corporate Centre, In India, we are yet to see great innovations on the site, though brand owners 777 D, 100 ft Road, Indira Nagar, Bengaluru - 560038, India agree that opportunities are plenty. This issue of the magazine looks at what makes Pinterest such SUBSCRIPTION ENQUIRIES an interesting platform and how Indian brands could take a leaf or two out of the book of global Akhilesh Singh, (0120) 4077837 brands. [email protected] 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-62/14, Naraina Industrial Area, Phase II, New Delhi – 110028. Prajjal Saha COVER ILLUSTRATION [email protected] Gogol CONTENTS 49 12 PLUS COCA-COLA SKODA Reliving the Past 14 Women Drivers! Men find speed CADBURY GEMS - and women at Grown Up? So What! 20 the wheel - an irresistible combo. SAMSUNG Peek into Reality 20 MEDIA 52 16 Rural Approach NICKELODEON-SONIC The newspaper wants to Rangers Ahoy! 50 bridge the rural-rural divide. ERRATA POV 42 The managing director and CEO of Infinity Optimal Paid Content CLUB MAHINDRA MAKEMYTRIP Solutions Sports & Entertainment More publishers are Fun-filled Holidays It’s a Promise is Neerav Tomar and not as mentioned (June 1-15, 2012). experimenting with paid The company is using Eliminating uncertainty about The error is regretted. models. Is it time to go pay? Madagascar as crowd-puller. your destination. Editor afaqs! Reporter, June 16-30, 2012 5 ADOBE SURVEY 1(:6%8//(7,1 0DJLF7DEOHW Sponsored by oftware giant, Adobe has pub- per cent in the last year.” This rapid lished a new survey report which growth is driven by both higher rates Ssays that internet traffic generat- of tablet shipments and a dispropor- ed from tablets will exceed the traffic tionately higher number of website Lux> FMCG major, Hindustan Unilever (HUL) plans to from smartphones as early as 2014. visits per tablet than smartphones. extend its soap brand Lux into the deodorant segment. Data traffic from smartphone and The Adobe Digital Index report Unilever, the Anglo-Dutch parent of HUL, has so far extended feature phones have been growing was examining how global website the 112-year-old Lux brand into a range of body and hair at an exponential rate and it was also traffic and engagement differ when wash products. The `1,300-crore deodorant market in India predicted that mobile phones would the visitor is on a tablet, smartphone is growing rapidly. HUL has a strong presence in the male be the first device with which most or a personal computer (PC). fragrance deodorant space with Axe being the largest deo- people in developing economies will The results indicate that tablets dorant brand in India. In the last two years, the women’s access internet for the first time. have become a channel very distinct deo segment has grown by over 40 per cent annually. Also, earlier studies said that more people in future will access MTV> After launching co-branded condoms, lingerie and internet using mobile innerwear earlier this year, the music channel intends to phones than PC. foray into the personal care category by introducing a line However, such sur- up of body sprays and Eau de Toilettes over the next three veys actually ignored months in partnership with Global Fragrances. As part of the tablets as a medium for licensing partnership, Global Fragrances will develop, manu- MARKETING internet. Tablets, like facture and sell the MTV range of personal care products smartphones, are very across 1,00,000 retail points. MTV’s consumer products divi- sion extend into over 16 categories. mobile with a larger screen benefit, in fact from smartphones. according to the Adobe Share of web- Another interesting At present, The chocolate maker plans to soon report, consumers find site visits from finding which Adobe Cadbury India> Toblerone’s launch parent Kraft Foods’ legendary triangular Swiss choco- browsing websites on tablets grew 10 released in January late brand Toblerone to take on Italian brand Ferrero Rocher tablets nearly as engag- this year pointed out entry price times faster than in the premium chocolate market. The company plans to ing as on PCs. Given that (in 2011) tablet varies between sell it more widely than what different third-party the fact that tablets are smartphones in users spent more per `55-80 per pack importers presently do. Cadbury plans to priced at the same level first two years purchase than other of 50 gm. launch several pack sizes of Toblerone as smartphones, it is online customers. in India at a price range of `50-400, attracting customers. and grew more “As businesses retail. According to the than 300 per cent rethink their digital Adobe Digital Index in the last year. experiences to include report, PCs (including mobile strategies, Sony> The Japanese electronics major has decided to laptops) will continue tablets are emerging ramp up its marketing spend by 30 per cent this year to to dominate in terms of internet as the consumer device of choice,” `450 crore from `350 crore last year. Sony, which is still traffic but tablets will grow at a faster says Brad Rencher, senior vice presi- struggling globally following the March 2011 tsunami and rate to capture 10 per cent of the total dent and general manager, Digital the devastating floods in Thailand last year, which badly traffic generated by 2014. Marketing Business, Adobe. disrupted its supply chain, is expecting to clock 30 per cent This is a second report pointing to “Digital CMOs are wise to take growth in sales this year. The company is looking at around tablets as the preferred medium over a mobile first approach to optimize `8,000 crore sales this year as compared to last year’s sales smartphones, following a research by their digital content and marketing which stood at `6,313 crore. TrendStream. initiatives with a focus on the tablet According to the report, “The experience because the consumer share of website visits from tablets demands it.” Havells India> The electrical goods maker is mulling over grew approximately 10 times faster The Adobe Digital Index ana- acquisitions in China and Africa that may entail an investment than the rate for smartphones in the lyzed 23 billion visits to the websites of up to $200 million (about `1,100 crore) to strengthen its first two years after market introduc- of 325 companies from the North overseas operations. The company also plans to expand its tion and grew more than 300 America, Western Europe and Asia.