November 16-30, 2014 Volume 3, Issue 12 `100 DownloadD App 24x7 Customer Care Track Order! Hello !!! Search for a product, category or brand... SEARCH CART ShoppingMall.com 7 FOOD MEN WOMEN CINEMA SPORTS HOME & KITCHEN MORE STORES OFFER ZONE Go quickly to Mobile Luxury Fashion Kitchen NeedsGym & Spa Watches Sports Goods Jewellery Footwear Events Gift Voucher E-COMM VS MALLS As online shopping takes off in India, malls are readying to pull a number of tricks to keep those customers coming. 24 34 6 26 PLUS SANITARY WARE Sensual Bath, Anyone? 10 SAB TV Smiles over Tea 10 BURGER KING INDIA 15 TAG HEUER SWACHH BHARAT MISSION INTERVIEW Resident Equity Puneet Sewra Clean-up Time Piyush Pandey PAPER BOAT The marketer on how the A high visibility TVC to O&M’s grand young man on notion of luxury is evolving. shame offenders. his agency’s way forward. Tasty Memoirs 18 (',725,$/ This fortnight... Volume 3, Issue 12 he mere suggestion of a life-threatening disease can sometimes lead to a heart EDITOR T attack. Could the same thing happen in business? It would seem so, going by Sreekant Khandekar November 16-30, 2014 Volume 3, Issue 12 `100 the frenzied speculation on the impact of e-commerce on traditional shopping. PUBLISHER DownloadD App 24x7 Customer Care Track Order! Hello !!! Search for a product, category or brand... SEARCH CART ShoppingMall.com 7 Prasanna Singh FOOD MEN WOMEN CINEMA SPORTS HOME & KITCHEN MORE STORES OFFER ZONE The truth is that, on an overall basis, e-commerce has made barely a dent in Go quickly to Mobile Luxury Fashion Kitchen NeedsGym & Spa Watches Sports Goods Jewellery Footwear Events Gift Voucher DEPUTY EDITOR E-COMM VS MALLS India. But the investments are enormous, its growth is spectacular as too is the Ashwini Gangal As online shopping takes off in India, malls are readying to pull a number of tricks to keep those customers coming. promise of the future. It’s the unevenness of online’s impact that is confusing. While SENIOR LAYOUT ARTIST some categories such as airline tickets, books and music have been decimated offline, Vinay Dominic and some such as mobile phones are heading there, most products are untouched. PRODUCTION EXECUTIVE Andrias Kisku Marketers worry about the power of the online aggregators, they worry about ADVERTISING ENQUIRIES online discounting and they worry about how this affects their traditional offline Naveen Arora 24 (0120) 4077803, 4077866 partners. Noida 34 6 26 PLUS SANITARY WARE Sensual Bath, Anyone? 10 We thought that the more interesting thing would be to examine how the Pradeep Hegde SAB TV Smiles over Tea 10 (022) 40429702-5 BURGER KING INDIA hundreds of malls across India are likely to be hit. You could ask, why malls? Resident Equity 15 TAG HEUER SWACHH BHARAT MISSION INTERVIEW Mumbai Puneet Sewra Clean-up Time Piyush Pandey PAPER BOAT The marketer on how the A high visibility TVC to O&M’s grand young man on notion of luxury is evolving. shame offenders. his agency’s way forward. Tasty Memoirs 18 For one, the bulk of the investment in this format of retailing has been made in [email protected] the past 10 years and funds continue to flow in rapidly. For another, malls tend MARKETING OFFICE to attract the young - the very consumers who are most likely to buy goods online. B-3, First Floor, Sector-4, Noida-201301. Third, malls sell non-essentials, which is what tends to get traction online. Tel: (0120) 4077800. The question of what e-commerce might do to malls is largely unexplored. We were impressed that mall MUMBAI 501-502, Makani Center, 5th Floor, managements, while not fearful, are nevertheless anticipating the wave. Off Linking Road, Bandra (W), Mumbai - 400050 At the heart of their defence lies the understanding that while value-seeking consumers will be drawn online, Tel: +91-22-40429 709 - 712 experience-seeking shoppers will gravitate towards malls. Since malls are aggregators themselves, they have the SUBSCRIPTION ENQUIRIES Akhilesh Singh flexibility to change the mix of outlets to get around the e-commerce challenge. (0120) 4077837 Just 10 years ago the business press was full of speculation on whether traditional markets could survive the [email protected] mall challenge. And now we are wondering whether malls can survive an e-attack. Owned by Banyan Netfaqs Pvt Ltd and Printed and published by Clearly, there is no safety anywhere. 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-61, Sector 67, Noida (U.P.), 201301 Sreekant Khandekar Cover Design [email protected] Vinay Dominic CONTENTS 18 8 PLUS CAMPAIGN TRAIL New Ads 12 KAN KHAJURA TESAN Another Grand Prix VIRAL NOW HUL’s mobile 16 innovation continues its Digital Assistant prize winning ways. COCA-COLA ZERO As Good as Coke? 17 PROFILE 16 32 Anuja Chauhan LENOVO VIBE X2 The ad professional who VibeUpMyLife 28 became a writer is back. ZINDAGI POINTS OF VIEW 14 A Strong Line-up 28 Brand Endorsers MUMBAI MIRROR EPIC CHANNEL INTERVIEW One or more? Are multiple Thank You Baddies Ready to Go endorsers the need of the Unwanted ‘elements’ and a India’s first genre-specific Hindi Anika Agarwal 30 hour? newspaper. entertainment channel. afaqs! Reporter, November 16-30, 2014 5 $'9(57,6,1* SWACHH BHARAT MISSION Shame the Offenders personalities from sports, entertainment, politics and business circles participating in the initiative. The Clean India Campaign is a national level campaign covering 4,041 towns. The aim is to clean the streets, roads and infrastructure. This campaign aims to accomplish the vision of ‘Clean India’ by 2 October 2019, the 150th birthday of Mahatma Gandhi. NOT ENOUGH ur experts believe that while the campaign Omarks a departure from ‘sarkari ads’ it will need to take a more bold tone and on-ground execution to drive the message to the public. A high-visibility TV campaign has been launched to create awareness about the Swachh Bharat initiative. By Saumya Tewari ndia, one of the world’s most culturally rich “Shaming people countries, often draws flak for being polluted Iand dirty. In a bid to hold a mirror up to society, who litter, is a prime minister Narendra Modi announced the compelling idea ‘Swachh Bharat Abhiyaan’ (Clean India Mission) on October 2 urging citizens to chip in. The BJP-led and can become government also launched the first ever television a very effective campaign to create awareness about this initiative behaviour change among the masses. Prathap Suthan, chief creative officer and Executed by Grey, the central idea of the tool.” managing partner, Bang in the Middle, sees it as campaign is to ‘shame’ the offenders, who have SAMIR DATAR a well-timed idea, which needs to be shown to as no qualms about throwing garbage, littering and many people as possible. “I would encourage the urinating in public. The commercial features “The sarcasm Government to send out teams across cities who people from different walks of life polluting public would actually do this and enact this in real life. spaces and being cheered - or rather jeered - by in the film is As a country we lack the enthusiasm and initiative the people who have observed their shameless an attempt to to stand up and oppose wrong doers. We respond act. This is the first phase of the campaigning, to examples. And when someone does that, others demonstrated by a 60-second TV commercial, drive home the will follow,” he opines. which will be aired in 10 languages across all major point by literally He, however, is not sure if the general public networks. ‘humiliating’ the will get the sarcastic tone that the commercial has Samir Datar, VP and branch head, Grey Delhi as it only works when the audience is educated and states that while people are very particular about offender.” evolved enough to understand the resultant guilt and keeping their homes clean they do not think twice MALVIKA MEHRA shame. “I would certainly like to see more films that FOTOCORP before littering areas outside. “We believe that the compliment people who do the right thing,” he says idea of shaming people who litter, is a compelling countless messages by the government, we still see adding that there should be a series of films (digital idea and can become a very effective behaviour a total lack of involvement from our brethren for variants) showcasing the urban upper middle class change tool, once it gets traction in social media the cause. The sarcasm in the film is an attempt neighbourhoods who also litter without care. and ground activation,” he notes adding that to drive home the point harder by now literally For Sujata Anandan, political editor, Hindustan there will be subsequent communication that will ‘humiliating’ the offender, albeit nicely. Hope Times, Mumbai edition, the campaign, although further amplify and point out such behaviour. such efforts lead to a Swachh Bharat indeed,” she in right direction is just too ‘mild’ to initiate Datar says that the campaign goes beyond just adds. action. “While the campaign features pertinent creating awareness about the initiative and aims at The commercial, which will be dubbed in 10 issue of littering and urination in public places, I achieving a behavioral change. regional languages, has been shot in three days believe we as a society need more than just naming Meanwhile, Grey Group India’s national in Wai (near Pune) and Mumbai. Bollywood and shaming to achieve a clean India,” she says. creative director and actor Anupam Kher has done the voiceover.