May 16-31, 2019 Volume 7, Issue 22 `100 THE CHALLENGERS RAHUL JAUHARI JOINT PRESIDENT REDIFFUSION The advertising-led streaming game in India is no longer a monopoly. While YouTube is still the biggest force in the business, it’s not the only one. 16 Afaqs Ad DB 63 lac increase 26.1 x 36.2.pdf 1 5/10/2019 2:37:05 PM Source: IRS 2019 Q1 | IRS 2017 | TR-Main+Variant ALL HINDI NEWSPAPERS ADD 93.27 LAC NEW READERS DAINIK BHASKAR ADDS 63.55 LAC NEW READERS GROWS BY 13.7% MAIN+VARIANT | Excluding financial dailies | Excluding MAIN+VARIANT | * Source: IRS ‘19 Q1 | AIR-URBAN ‘19 Q1 | IRS Source: DAINIK BHASKAR GROUP - INDIA'S #1 NEWSPAPER GROUP * eol This fortnight... Volume 7, Issue 22 an an advertiser run an online video-led campaign without YouTube in the EDITOR Sreekant Khandekar C media plan? About 12 months back, the answer would have been a resounding PUBLISHER May 16-31, 2019 Volume 7, Issue 22 `100 no. But today, maybe, just maybe, a brand can successfully run a digital campaign Sreekant Khandekar without using YouTube at all. Sure, no advertiser would, but one could. The fact EXECUTIVE EDITOR that we can even fathom this as a plausible digital plan is a big deal. And that’s Ashwini Gangal the clincher our cover story this issue is based on – the monopoly YouTube hitherto ASSOCIATE EDITOR Sunit Roy enjoyed is coming to an end, as other video streaming platforms enter the big league. The challengers, as we like to call them, have arrived. PRODUCTION EXECUTIVE THE CHALLENGERS Andrias Kisku RAHUL JAUHARI ADVERTISING ENQUIRIES JOINT PRESIDENT REDIFFUSION The advertising-led streaming game in Shubham Garg India is no longer a monopoly. While There are many theories about how and why YouTube and the online video YouTube is still a big force in the 81301 66777 (M) segment, it’s not the only one. streaming segment reached this point. While some believe YouTube’s trajectory is unremarkable and in line with the laws of a free market, others feel the platform might Apoorv Kulshrestha 9873824700 (M) 16 just have missed a trick or two but aren’t quite able to pinpoint exactly how. Still others Noida point to facts that have more to do with the ecosystem and realities therein than with Nikhil Jhunjhunwala 9833371393 (M) YouTube per se. For instance, as the head of one of YouTube’s challenger brands stated Mumbai in the story, in any discussion around brand safety, platforms – and consequently, their [email protected] advertisers – that run on curated or user generated content are at a higher risk than those MARKETING OFFICE with more regulated content. B 3, Ground Floor, Sector 4, Noida -201301 Uttar Pradesh What makes all this hyper-competition between YouTube and other video platforms MUMBAI 302, Makani Center, 3rd Floor, even more intriguing is the fact that there is no universal consensus on what constitutes Off Linking Road, Bandra (W), ‘a view’; presently, there are as many definitions as there are platforms – and the range Mumbai - 400050 is laughable. In such a scenario, each platform’s elevator pitch to advertisers is based SUBSCRIPTION ENQUIRIES on a different set of promises around the kind of reach it affords. Consequently, each [email protected] platform’s conversation around advertising rates and a brand’s return on investment is Owned by Banyan Netfaqs Pvt Ltd and based on an entirely different foundation. Printed and published by Sreekant Khandekar, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063. Printed at Artz and Printz 208 DSIDC Sheds, Okhla Industrial Area, Phase 1, New Delhi - 110020 Ashwini Gangal Cover Design [email protected] Arti Virmani CONTENTS 10 6 LUX COZI Scented Vests to Beat the Heat The new campaign stars Bollywood actor Varun Dhawan. PLUS PALLAVI CHOPRA 22 The Buzz CAMPAIGN TRAIL Around redBus Ads of the Fortnight 28 We spoke with Pallavi Chopra, senior brand WILD STONE 24 KAJARIA MOVEMENTS/APPOINTMENTS director - marketing head 30 at redBus, about the new Smell Like a Man Time to Rethink? Who’s Where campaign, the challenges We analyse the latest Wild Is Akshay ‘Patriot’ Kumar still and more. Stone talcum ad. an effective ambassador. afaqs! Reporter, May 16-31, 2 0 1 9 5 e LUX COZI Scented Vests to Beat the Heat A campaign created by 82.5 Communications stars Varun Dhawan endorsing the new line of scented vests. By Aishwarya Ramesh and Abid Hussain Barlaskar hen a man is being to launch a product, say an odour- macho in an ad, sweating free or odour-resistant vest, instead Wprofusely, beating up bad of a scented or perfumed banyan.” guys, you can be sure it’s an ad KV Sridhar or Pops (as he is fondly for vests. Most vests and innerwear called), founder and chief creative ads for men bank on selling hyper- officer of Hyper Collective (a cross- masculinity using celebrities. The disciplinary innovations company), ads tend to project these actors says “Brand like Lux Cozi and Rupa, as desirable, strong and tough. unlike say a Calvin Klein, are massy Sometimes these ads have elements and celebrity endorsements play of humour too. a significant role because of their Lux Innerwear’s annual company popularity. They are sold in hosiery report for 2017-18 says the innerwear shops and the celebrity’s picture textile industry is expected to reach also adorns the packaging of the `595 billion by 2023 at a 13 per cent items. That’s the market the brands CAGR. In the innerwear market, proposed by an agency finds its way good because it’s scented. It’s very are talking to and that’s also why mid and economy range products to the market.” ideally suited for a country like ours endorsements matter.” contribute 85-90 per cent of the On the phone, he clarified the where the weather is hot and sweaty, He says that talking of fragrant market, generally consumed in small idea of a scented vest was something irrespective of whether you’re products, it is far more believable cities and rural areas. The latest that came out during an informal indoors or outdoors.” when a detergent brand says so. entry into the innerwear segment is brainstorming session during a Anuraag Khandelwal, ECD and “Let’s say when you wash clothes an innovation that claims to keep the meeting with the client. “There was creative head, 82.5 Communications, with it, they smell like Jasmine. user smelling fresh all summer, no no brief; it was just an idea that said in a release, “Vests as a category Now, talking of a scented vest, how matter how hot it gets. Lux Cozi has came about. Many a time, people in has almost always focused on style long would the fragrance last when launched a range of scented vests. agencies suggest product ideas, but and comfort as its driving force. it is washed with another fragrant Pradeep Todi, MD, Lux the client at the end has to be able With this innovation, we wanted detergent? People may not take the Industries, said, “Lux Cozi is one to implement it. They instantly felt to change the way the country claim very seriously.” of the largest market shareholders “When it comes to in the economy to the mid-segment The innerwear textile industry is expected to undergarments, it’s all about fit of men’s innerwear. As part of and comfort and that’s why people our core business strategy, we are reach `595 billion by 2023 at a 13% CAGR. stick to their brand of choice. And open to innovation in our product then it’s another commodity with range. The introduction of scented it was something doable and it had looks at this age-old garment, while little differentiation across brands. vests within the fold of Lux Cozi value in the market. They worked keeping it relevant to the needs of The sellers will push the brand that will allow its users to remain fresh on it for a few months and actually the everyday Indian.” provides the highest profit margin. throughout the day in the scorching implemented it. So, brands need to provide handles summer heat. The scented vests are He added that in hindsight, EXPERTS SPEAK to consumers. A new celebrity is a made from 100 per cent cotton to the idea made sense because of Tarun Singh Chauhan, partner, handle, new advertising is a handle, ensure breathability and freshness.” the weather in a tropical country TSC consulting, says, “Lux is a big so is new product differentiation. 82.5 Communications was like India. “India as a country is and powerful brand. A product like Such a product will at least create Lux Cozi’s creative agency for hot and sweaty and we all tend to a scented vest is something like a some curiosity and put the brand the campaign and Sumanto start smelling in the hot weather. white cement that is as good as into consideration. Post that, it is all Chattopadhyay, Chairman and A scented banyan is a solution to regular cement, but only white. The about the product performance, the Chief Creative Officer, 82.5 that because instead of the banyan advertising is aimed to create top- scent may last a day or a month,” Communications, said in a press being soaked in sweat and starting of-mind recall and keep the brand Sridhar signs off. n release, “It’s rare that a product idea to smell bad, it would still smell exciting.