February 1-15, 2015 Volume 3, Issue 17 `100 PRINT ONE YEAR LATER ABC A year after the release of an IRS report, the press industry is still divided over its findings. Some major publishing groups are now pushing ABC figures instead. Can peace return? 22 Subscriber copy not for resale 26 10 8 PLUS VIRAL NOW There will be Haters 6 TOI Shame the Offenders 27 WILDCRAFT 27 PROFILE EFFIE 2014 RADHIKA VAZ Stepping Out Satbir Singh Ogilvy leads the pack Bold and Beautiful MTV ROADIES X2 The new creative boss on his The agency reclaimed the Meet the comedian in life and learnings. ‘Agency of the Year’ title. FabAlley.com’s digital ad. Wooing New Audiences 31 (',725,$/ This fortnight... Volume 3, Issue 17 t is a year since the Indian Readership Survey 2013 was released, leading to an explosion of unhappiness among major publishers. The Indian Newspaper Society EDITOR I Sreekant Khandekar February 1-15, 2015 Volume 3, Issue 17 `100 got into the act and asked publishers to boycott the findings. The survey was sent for PUBLISHER revalidation, and at the end of it all the industry bodies involved agreed that there was Prasanna Singh PRINT ONE YEAR LATER nothing wrong. DEPUTY EDITOR Ashwini Gangal However, some of India’s largest newspaper groups continue to reject the findings: SENIOR LAYOUT ARTIST among them, The Times of India, Dainik Bhaskar and Malayala Manorama. Vinay Dominic ABC Several others criticise the Survey but haven’t taken the final step of dismissing it PRODUCTION EXECUTIVE A year after the release of an IRS report, the press industry Andrias Kisku is still divided over its findings. Some major publishing groups are (Sakshi, for example). If the findings of the new IRS are not to their liking, they might now pushing ABC figures instead. Can peace return? rebel as well. This is unprecedented. ADVERTISING ENQUIRIES 22 Naveen Arora What will the industry go by? Circulation, say the IRS haters. The fact is, (0120) 4077803, 4077866 Subscriber copy not for resale 26 10 8 PLUS Noida VIRAL NOW readership is what the industry has lived by with ABC providing a reality check – There will be Haters 6 TOI Pradeep Hegde Shame the Offenders 27 since circulation is an absolute financial examination and readership is arrived at by WILDCRAFT (022) 40429702-5 27 PROFILE EFFIE 2014 RADHIKA VAZ Stepping Out Satbir Singh Ogilvy leads the pack Bold and Beautiful MTV ROADIES X2 Mumbai The new creative boss on his The agency reclaimed the Meet the comedian in life and learnings. ‘Agency of the Year’ title. FabAlley.com’s digital ad. Wooing New Audiences 31 sampling. [email protected] There is an argument that some western countries manage quite well by circulation MARKETING OFFICE alone but there, a reader picks up a copy at a shop and reads it alone – unlike India B-3, First Floor, Sector-4, where the copy is delivered at home and read by many people. In a country where newspapers are shared, readership Noida-201301. Tel: (0120) 4077800. plays an especially important role. As an advertiser we interviewed says, “I am buying audiences and not the MUMBAI newspaper.” 501-502, Makani Center, 5th Floor, Off Linking Road, Bandra (W), Will there really be a break between publications which will choose between readership and others that will go the Mumbai - 400050 circulation route? Or is all this jockeying over the methodology to be adopted in the coming IRS? Tel: +91-22-40429 709 - 712 SUBSCRIPTION ENQUIRIES Television is undergoing turmoil too with the Broadcast Audience Research Council (BARC) redoing from Akhilesh Singh scratch the way in which television viewing is measured. I have appreciated the way in which BARC has conducted (0120) 4077837 [email protected] roadshows more than once to keep all the stakeholders informed about what the new system will be like. While there Owned by Banyan Netfaqs Pvt Ltd and is no saying that broadcasters will be ecstatic with the results that the new rating system will throw up, at least they Printed and published by can’t accuse BARC of not being transparent. Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, In hindsight, I wish the same effort at explaining the new methodology for IRS had been made through Jawala Heri Market, Paschim Vihar, New Delhi-110 063. roadshows. There might have been less grief. Printed at Cirrus Graphics Private Limited B-61, Sector 67, Noida (U.P.), 201301 Sreekant Khandekar Cover Illustration [email protected] Vinay Dominic CONTENTS 32 24 DUMMY’S GUIDE A Dummy’s Guide to NCCS A quick reference to understand NCCS in simple terms. INTERVIEW 64 30 TANVI MALIK FabAlley’s co-founder talks about the company plans. 28 POV Does Shock Value Work? TANISHQ BRITANNIA &TV Brands have started shocking DISCOUNT TWIST PREMIUM INDULGENCE BINDING PEOPLE viewers with bold scripts and It’s alright to gift diamonds Britannia promotes its new ZEEL is set to launch its new visuals. Does it help them? bought on sale, says Tanishq. premium cookie brand. GEC this March. afaqs! Reporter, February 1-15, 2015 3 $'9(57,6,1* BRITANNIA CHUNKIES Premium Indulgence With its recently launched Chunkies, Britannia hopes to captivate the urban consumer. By Devesh Gupta and Sohini Sen ookies have become a staple in most Indian households now. But trying to make Croom for itself in the crowded market is Britannia’s ‘Chunkies’ range of premium cookies, targeted at Indians who are looking for newer is making sure modern trade outlets - frequented experiences. by the TG - stock the product.. According to the brand, the dough for Chunkies “Given the evolving palate of discerning Indian is kneaded for 17 whole minutes, and is then consumers, the super premium cookies category loaded with chocolate chips (30 per cent ), butter holds tremendous potential. Today, it forms under and fine cocoa powder. This, as the brand sees 10 per cent of the cookies category, which is it, gives the cookie an ‘indulgent taste’ - making valued at around `6,000 crore. it stand out among the cookie brands in the With Chunkies, Good Day has taken on the market. According to Britannia’s Ali Harris Shere, onus of growing this super premium category,” director, marketing, the competition for Chunkies says Shere. lies in specialty handcrafted cookies, and other The cookie category in India came into international cookie brands. “The competition existence in the mid-80s when Britannia launched In the launch film starring Deepika Padukone, Good Day in the market. Good Day, a `1,600 the young actress rushes into a bakery to escape for Chunkies crore brand from Britannia, has been the leader a barrage of photographers. The baker then lies in specialty ever since its inception. introduces her to Chunkies and explains why they But does it make sense to sub-segment an are special, as his guest bites into the cookie. An and handcrafted already segmented category like cookies? According impressed Padukone promises to make the world cookies.” to independent marketing and communications aware of Chunkies before she leaves. ALI HARRIS SHERE consultant Virat Mehta, there is always room for “Good Day Chunkies aren’t just cookies; they new categories and sub categories. are way more delicious and rich in taste. How “When a new brand enters a segment, it certainly does one make India’s biggest star, Deepika, becomes more interesting. For example, even say that? That was pretty much at the heart of though Milano plays in the same segment and this campaign. So while we created a premium “We kept the had a similar launch campaign, it is hardly seen brand world for Good Day Chunkies, we kept message simple. nowadays. It might just revive its communication the messaging simple - ‘It’s not a cookie, it’s in order to make it larger and more premium, now a Chunkie’,” explains Pradyumna Chauhan, It’s not a cookie, that there is competition,” explains Mehta. national creative director, McCann. it’s a chunkie.” Vivek Rao, ECD, Havas Worldwide feels that Britannia launched PRADYUMNA the over dramatisation of the ingredients is a Chunkies on Amazon.in category code for baked goods, which also helps not just because the TG for CHAUHAN present the product as part of a gifting mix. Britannia has been one that “Be it a Bournville or a Sunfeast, everyone has has taken to ecommerce done it to appeal to people. But then, is there no in a big way, but also to Couples in the age group of 25-32 years, from other way to do it? I am sure there is. Innovative generate trials for the double income households, with an inclination things are happening in the cooking and baking product. to try out new experiences are the perfect TG world. This ad, in comparison, is just standard At `50 for a 100 gm for the brand. The brand hopes that the top eight fare. They could have twisted it and made it into pack, Chunkies is targeted metros, and towns with over 10-lakh population, an art, which they haven’t done,” feels Rao. at the urban Indian. will be big markets for its new product. Britannia [email protected] 4 afaqs! Reporter, February 1-15, 2015 ',*,7$/ TANISHQ VIRAL NOW Discount Twist Adidas Embraces The brand plays the affordability card through a film that The ‘Haters’ essays a touching father-daughter relationship. By Sohini Sen Adidas’ new film features popular footballers in an unapologetic show of attitude. News Bureau emember Luis Suarez’s famous ‘biting incident’ in the 2014 Football World Cup? It certainly Rput Suarez on the world map - and in the minds of the non-football viewing audience as well.