April 1-15, 2012 Volume 3, Issue 7 `100 28 ONLINE Are news, content and e-commerce sites doing enough on social media platforms to attract traffic - and business? 208 32 34 PLUS KEVIN KELLER Brand Imperatives 14 BBC WORLD SERVICE New Superhero 16 DISCOVERY DEFINING MOMENTS BADE ACHCHE LAGTE HAIN PROFILE No Kidding 22 Abdul Khan All Hype? Narendra Alambara FICCI FRAMES 2012 The Tata Teleservices man on How sex does not Daily Thanthi’s CEO loves his journey so far. necessarily sell. to experiment. Points of View 40 EDITORIAL This fortnight... Volume 3, Issue 7 EDITOR Sreekant Khandekar arketers take note. In January this year, Pope Benedict XVI referred to social media as “the starting PUBLISHER Mpoint of communication for many people who seek advice, ideas, information and answers.” As Prasanna Singh he expanded on the theme, which was part of the annual message for World Communications Day, he EXECUTIVE EDITOR became more specific. Prajjal Saha In an obvious reference to Twitter, he said, “In concise phrases, often no longer than SENIOR LAYOUT ARTIST Vinay Dominic a verse from the Bible, profound thoughts can be communicated, as long as those taking part in the conversation do not neglect to cultivate their own inner lives.” The papal LOGISTICS April 1-15, 2012 Volume 3, Issue 7 `100 Rajesh Kanwal ‘thumb’s up’ would have gladdened the hearts of many online players, whether they 28 ADVERTISING ENQUIRIES were interested in religion or not. Neha Arora, (0120) 4077866, 4077837 Noida Although brands and marketers have acknowledged the importance of social media Khushboo Varadkar, (022) 40429702-5 for quite some time, they have learnt to use it effectively only recently. A mere presence Mumbai on social media doesn’t matter anymore. I know of a local kabab centre which accepts [email protected] orders on Twitter and is doing good business. ONLINE Marketing Office In this issue’s cover story, we haven’t looked at how offline brands use social media. B-3, First Floor, Sector-4, Noida-201301. Are news, content and e-commerce sites doing enough on Tel: (0120) 4077800. social media platforms to attract traffic - and business? The story is more about the relevance of social media for mass destinations such and Mumbai 208 32 34 PLUS news and content sites as well as ecommerce destinations. How are they using social KEVIN KELLER 501-502, Makani Center, 5th Floor, Brand Imperatives 14 BBC WORLD SERVICE media to drive traffic and generate business. Off Linking Road, Bandra (W), New Superhero 16 DISCOVERY Mumbai - 400050 DEFINING MOMENTS BADE ACHCHE LAGTE HAIN PROFILE No Kidding 22 Abdul Khan All Hype? Narendra Alambara FICCI FRAMES 2012 The Tata Teleservices man on How sex does not Daily Thanthi’s CEO loves For instance, a recently launched sports website soon learnt that people wouldn’t Tel: +91-22-40429 709 - 712 his journey so far. necessarily sell. to experiment. Points of View 40 visit its social media page or like to be a fan, simply because they didn’t know about the Bengaluru brand. It then made a smart move. It created separate pages for different sports - football, S-1, New Bridge Corporate Centre, 777 D, 100 ft Road, Indira Nagar, cricket and basketball, for example. Bengaluru - 560038, India The social media users readily became fans of these dedicated pages, depending on their interests. It Subscription Enquiries Garima Agnihotri, (0120) 4077837 became so popular that the individual pages had five to 10 times more fans than the website’s main pages. [email protected] The other surprise is that, in many cases, traffic from social media websites to such sites was far higher Printed, published, and owned by than that from popular search engines. 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, Prajjal Saha Phase II, New Delhi – 110028. [email protected] Cover Illustration Tiffin Box CONTENTS 46 35 PLUS TMI SURVEY SLICE Handset Hotlist 22 Out-of-the-bottle A number under FICCI-KPMG the crown that Healthy Growth 24 could connect you to Katrina Kaif. AFAQS CAMPUS Social Media Marketing 31 INTERVIEW 14 12 Arvind Rajan TRAVEL TRENDZ TV Linkedin’s managing director Exploring India 34 on what it is planning. ING LIFE POV 26 Life in a Metro 47 Monitoring Agencies PARLE VODAFONE-BLACKBERRY What does the formation of the Big Happy Family Return of the Boys FEMINA TAMIL National Consumer Protection What’s happiness? Eating a Introducing the ‘prepaid’ BB More to Come 48 Agency actually mean? cookie? messenger. afaqs! Reporter, April 1-15, 2012 5 TELECOM 1(:6%8//(7,1 /RVLQJWKH5DFH Sponsored by Nikon India> The digital imaging firm is all set to increase its marketing budget in 2012-13 to `150 crore as it chases 30 per cent market share in the compact camera segment in the country by next fiscal. At present it has 25 per cent market share in compact camera segment and has spent about `120 crore on advertising and marketing cam- paigns so far. Additionally, the company hopes to mainitain its leadership position in Digital-SLR segment. Currently it has 55 per cent market share in the DSLR segment. Rasna> The fruit juice concentrates maker is setting up a separate subsidiary - Rasna Beverages - to manufacture, dis- lthough Android as an operat- usage, they often do not face any tribute and market high margin ready-to-drink beverages like ing system has been growing geographical limitations as well. energy drinks, fortified water and premium juices in tie-up at a considerable pace, the Most web browsers including the with global firms. The company is in talks with two European A and one American firm. The company plans to build a green- same cannot be said about its appli- latest internet explorer (the default MARKETING field plant to manufacture the high-margin beverages either cations business. According to a new browser for Windows operating sys- in Gujarat and Maharashtra, with an investment of 50-60 study conducted by IDC and mobile tem), today support web applications. ` crore, that would be operational by 2013 summer. developer platform and services pro- Even though Android has lost share vider Appcelerator, developers seem in the apps domain, newer operating to be losing inter- systems like Windows The company is Nissan Motor>The automotive company plans to launch est in the creation of Many popular Phone have seen a planning to re- its heritage brand Datsun in the mass market category in applications for the substantial increase in India. The historic brand Datsun was discontinued in 1981. Google open source Android appli- their apps kitty due introduce Datsun The company would be launching two cars mobile platform. cations have to increasing interest for the markets of designed, developed and manufactured in Also, though Apple already been of developers towards India, Indonesia India for the Indian market which still remains the hot these platforms. A rea- and Russia. will be priced below 4 lakh. The favourite, many devel- ported to the son for the growing first car is scheduled to hit the opers are now shifting interest can be attrib- market in the first half of 2014. their focus towards BlackBerry app uted to the fact that web or HTML 5 based world and more many big names are applications which are are expected to backing these young Woodland> The footwear and apparel brand is plan- now accessible from platforms. For exam- ning to invest about `12.5 crore to develop a skincare and almost all corners of make their way. ple, Windows Phone foot-care range that it plans to launch by September. The the world. Developers was supported by company plans to invest `12.5 crore on R&D and intends to often choose the most popular Nokia sometime back. do a business of `500 crore in the first year. The products platform depite the availability of BlackBerry has been lacking or like body and sunscreen lotions, massage oils and face wash- multiple operating systems and lack losing the application battle for some es will be initially sold through the company’s 350 outlets of interoperability between them. time but it is expected to gain from and then via other retail stores. The reason behind the popularity the Android application compatibil- of web applications is simple as these ity that has been made possible for applications are not just limited to their devices. a particular device, they are acces- Many popular Android applica- The product has LG Electronics > South Korean electronics company is sible by all computers as well as tions have already been ported to a 9.1 speaker sys- eyeing market leadership in the 3D home entertainment seg- mobile devices simply though a web the BlackBerry app world and more ment in India by June 2012 with an aim to achieve 50 per cent browser. applications are expected to make tem which adds market share. The company at present claims to have a 40 per Along with the ease of their way to the later soon. four upright 3D cent market share in 3D televi- Speakers. sions. It has recently launched a 3D home theater system which QUOTE OF THE FORTNIGHT will complement large-screen LCD and LED television sets. ‘‘We are going to raise the prices of all our products and will pass on the entire Hewlett Packard> The company is merging its additional excise duty. printer and PC business in a major reorganisation to Currently we are working on save costs and boost growth.