February 1-15, 2011 Volume 2, Issue 3 `100 32 22 DEFINING MOMENTS Lynn de Souza LMG’s chairperson and CEO reflects. 22 TATA PHOTON PLUS Plug and Play An outdoor campaign that arrests attention. 48 TAM EVERYONE’S PROFILE Debraj Tripathy The COO of Mediacom is FAVOURITE a people-oriented planner. E-COMMERCE Survival of the Fittest 11 PUNCHING BAG HINDUSTAN TIMES No-TV Day 24 It is the most commonly accepted television ratings STAR PLUS measurement system. But what is it about TAM that Ladies First 34 makes it a target for attack, time and again? MARUTI ESTILO Brought to Life 36 EDITORIAL This fortnight... Volume 2, Issue 3 EDITOR s TAM Media Research India’s most discussed sub-`100 crore company? It would seem so going Sreekant Khandekar Iby the attention it gets every Wednesday when the weekly TV ratings land; the attacks it comes PUBLISHER under from people within the advertising and media business; and the scrutiny it has undergone from Prasanna Singh the Ministry of Information and Broadcasting as well as in Parliament. And mind you, TAM is far CONSULTING EDITOR closer to `50 crore than to `100 crore! M Venkatesh CONTRIBUTING EDITOR If advertisers, agencies and media publishers – who pay for the system – support Prajjal Saha TAM, why should the government care? Several publishers openly criticise the Indian SENIOR LAYOUT ARTIST Readership Survey (IRS) too but the government doesn’t intervene in print, does it? Vinay Dominic February 1-15, 2011 Volume 2, Issue 3 `100 22 LOGISTICS 32 There are presumably three reasons. One, protecting Doordarshan: as more and Rajesh Kanwal more homes move to Cable & Satellite, the state run broadcaster’s audience continues ADVERTISING ENQUIRIES DEFINING MOMENTS Lynn de Souza LMG’s chairperson and to shrink. Control over the ratings system could help portray Doordarshan in a better Hansika Koli, (0120) 4077834 4077837 Noida CEO reflects. 22 light to advertisers. Two, sensational programming in both news and entertainment Varun Mohan, (022) 40429702-5 Mumbai Neeraj Ranjan, 09886846842 Bangalore has upset the government more than once. It seems to view TAM ratings as the reason [email protected] TATA PHOTON PLUS Plug and Play why the kind of programming that it finds objectionable is created. Three, several of An outdoor campaign that arrests attention. the smaller channels across India are funded by – or linked to – politicians. When they Marketing Office 48 B-3, First Floor, Sector-4, Noida-201301. fare badly, it is easy to join the chorus and blame TAM. TAM Tel: (0120) 4077800. EVERYONE’S Mumbai PROFILE Debraj Tripathy Abhorrent though the idea of government dictating how viewing should be The COO of Mediacom is 501-502, Makani Center, 5th Floor, FAVOURITE a people-oriented planner. E-COMMERCE measured, many people in the business, especially the smaller channels, are unhappy Survival of the Fittest 11 Off Linking Road, Bandra (W), PUNCHING BAG HINDUSTAN TIMES No-TV Day 24 Mumbai - 400050 It is the most commonly accepted television ratings STAR PLUS with the existing system. They have the same complaint as magazines and smaller measurement system. But what is it about TAM that Ladies First 34 makes it a target for attack, time and again? MARUTI ESTILO Tel: +91-22-40429 709 - 712 Brought to Life 36 newspapers have against the IRS: that it is geared towards capturing the figures for only the largest dailies – here, substitute that with the largest channels. Bengaluru S-1, New Bridge Corporate Centre, 777 D, 100 ft Road, Indira Nagar, If the TV business wants to keep the government off its back and retain its independence, BARC Bengaluru - 560038, India will have to take responsibility for the way the ratings system works rather than leave TAM to fend Subscription Enquiries for itself. It is hard to believe that the industry can’t find the money to fund more peoplemeters, if that Garima Agnihotri, (0120) 4077837 is what it will take to get a more accurate picture of TV viewing. [email protected] Printed, published, and owned by If this isn’t the time to put aside personal agendas and address the issue, I don’t know what is. Prasanna Singh, Publisher, 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] Vinay Dominic CONTENTS 12 50 PLUS CLEARTRIP Reality Factor 12 AMAR UJALA AMCL How’s That? AUDI The afaqs! cricket Another Dimension 14 carnival starts in HIPPO real earnest. The Maternal Touch 16 JAGRAN SOLUTIONS-AXN MATTEL TOYS 20 18 Sixty Seconds to Win 38 Word Power The toy company unleashes a AEGON RELIGARE campaign for Scrabble. How much is Enough? 40 POINTS OF VIEW 28 GLOBAL BRANDSCAPE Second Agencies TATA NANO BIG CINEMAS Brandspeak 42 Are second agencies a Happiness Factor Eloquent Experience INDIAN RAILWAYS redundant concept? Our The small car launches four Mudra’s silent National experts comment. big TVCs. Anthem is a sensitive film. Coupé d’etat? 48 afaqs! Reporter, February 1-15, 2011 5 LG INDIA Sponsored by or the upcoming ICC World through this activity and receive at Cup, which will be held in the least one lakh entries for the contest. FIndian subcontinent after 15 From these, 2,500 individuals will be years, commercial partner LG India selected by a panel of judges. has launched an on-ground activity. These cadets will then be given Maruti Suzuki> The small-car market leader Maruti Called the LG Mobile Army, the a training on, what Gupta terms Suzuki India plans to roll out its sedan Kizashi. Poised in the campaign highlights the company’s as, “infectious” moves, which luxury segment, the car will be fully imported from Suzuki’s association with the game and pro- can be replicated in the stadiums. facility in Japan. It will be positioned between the likes of mote its mobile range. The LG Mobile Army will there- Honda Accord and Toyota Camry at the upper end and Honda The LG Mobile Army plans to by create a fun atmosphere in Civic, Volkswagen Jetta and Toyota Corolla at the lower end. recruit 2,500 cadets from across 38 the stadiums and also encourage cities in India. The company will other viewers to participate in the select these cadets based on the way dance moves. The company Samsung> Digital technology leader Samsung Electronics they express their enthusiasm for the The objective of the activity is to expects growth has announced the launch of its new range of split air- game. promote LG’s mobile phone range, of 35-40 per cent conditioners in the Invincia and Purista series. The company Talking about the initiative, LK by building a better emotional con- in sales of split has also launched 18 new models across split and window AC Gupta, chief marketing officer, LG nect with the target audience. The air-conditioners categories. It expects growth of 35-40 per cent in the sales Electronics India, says, company plans to of split air-conditioners and “These cadets will be increase its share in the this year. expects this segment to con- given access to the Indian mobile market tribute around 80 per cent AC MARKETING World Cup match- from the current 7.6 volume sales this year. es in a group of 50 per cent to 10 per cent. where they will create In order to achieve a cheerful atmosphere The company this, the Indian arm of Starbucks> The world’s largest coffee chain, Starbucks inside the stadium the Korean electron- has partnered with Tata Coffee, part of the Tata Group, for plans to spend sourcing and roasting coffee beans. The alliance would also during the matches.” ics giant will invest ` pave the way for the US-based coffee-chain to open retail To call for the 60 crore on close to `60 crore on outlets in Tata retail locations and hotels in India. The Tata entries the company the BTL with an this campaign. Of ` Coffee unit of Tata group also owns the largest seller of has rolled out tel- aim to increase this about 25 crore whole bean coffee in the US, Eight O’Clock Coffee. evision commercials, will be spent on ATL featuring the brand its share in the (comprising televi- ambassador Genelia Indian mobile sion and the internet), The company Sony> Consumer electronics company Sony India aims to D’souza and actor market from and rest on below- has also planned clock a turnover of `5,700 crore this financial year, which John Abraham. The the-line activities and would be a 54 per cent increase over the last fiscal. The com- ads have been concep- the current 7.6 merchandising, such an aggressive marketing cam- pany aims to achieve this growth on the back of enhanced tualised by Rediffusion per cent to as T-shirts, caps and distribution and service network, launch of new and innova- Y&R. other cricket memo- paign for the tive products and aggressive brand promotions. The company The company is 10 per cent. rabilia. During the upcoming ICC has also planned an aggressive also using branded duration of the World Cricket World. marketing campaign for the open trucks which will run across Cup (February-April), the company upcoming ICC Cricket World Cup. popular youth hangouts, where will also introduce seven new mod- they can appear for auditions. The els of mobile phones, all in the below-the-line activities are being price range of `4,000 to `7,000.