September 1-15, 2019 Volume 8, Issue 5 `100 INDIAN LANGUAGES MOVE UP 20 The Quint, BBC News Hindi and ALTBalaji were big winners in a year which saw a sharp rise in Indian languages entries. Gold Partners Technology Partner Silver Partner Bronze Partners Chamber Partner Streaming Partner EDITORIAL This fortnight... Volume 8, Issue 5 y favourite professor back at university, used to love saying – to understand EDITOR Sreekant Khandekar M something well, either do it 100 times in a row or do it annually, thrice. PUBLISHER September 1-15, 2019 Volume 8, Issue 5 `100 Of course, the choice depends on the object of interest; if it’s about mastering a Sreekant Khandekar INDIAN LANGUAGES mathematics formula then the former, if it’s about analysing monsoon clouds, the EXECUTIVE EDITOR MOVE UP latter. I thought of her now because as we concluded the third edition of Digipub Ashwini Gangal World recently, our annual convention on the business of online publishing, PRODUCTION EXECUTIVE Andrias Kisku I finally felt like I was starting to understand this complex world – cohabited ADVERTISING ENQUIRIES by publishers, advertisers, agencies, tech platforms, ad exchanges, ad networks, Shubham Garg fraudsters, and consumers – a touch better. 81301 66777 (M) Noida 20 Apoorv Kulshrestha Directional trends are beginning to stand out and recurring themes of discussion 9873824700 (M) The Quint, BBC News Hindi and ALTBalaji were big winners in a year which saw a sharp rise in Indian languages entries. are very telling. For instance, this year, for a third consecutive time, we analysed the Noida problems facing Indian language publishers; though the demand for local language Nikhil Jhunjhunwala 9833371393 (M) Gold Partners Technology Partner Silver Partner Bronze Partners Chamber Partner Streaming Partner content is soaring, monetisation remains a challenge. This, among others, like the Mumbai impact of tech on publishing and viable alternatives to advertising revenue, are what Vijayalaxmi Yadav we call ‘perennials’, or topics we dissect year on year. 9930547767 (M) Mumbai [email protected] We also hosted the third edition of Digipub Awards, our way of felicitating MARKETING OFFICE the most innovative and creative online initiatives by web publishers. This year, B 3, Ground Floor, Sector 4, BBC News, ALTBalaji and The Quint shone bright. We’re delighted to note that Noida-201301 Uttar Pradesh. this year, the growth in the number of entries we received was fuelled by increased MUMBAI participation by Indian language publishers. 302, Makani Center, 3rd Floor, Off Linking Road, Bandra (W), Mumbai-400050. SUBSCRIPTION ENQUIRIES [email protected] Owned by Banyan Netfaqs Pvt Ltd and Printed and Published by Sreekant Khandekar, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110063. Printed at Artz and Printz 208 DSIDC Sheds, Okhla Industrial Area, Phase 1, New Delhi-110020. Ashwini Gangal [email protected] CONTENTS 25 26 DOVE Embrace Your Natural Hair Grey hair, curly hair, short hair - the new Dove ad welcomes all types. DISCOVERY 18 8 14 Into the Wild ‘Man Vs Wild’ premiere, featuring Prime Minister Narendra Modi and hosted by British adventurer SUNFEAST TANISHQ GOOGLE PAY Bear Grylls, clocked an Cookie Lovers Rejoice Ready to Shine A Bigger Purpose impressive 6.9 million The latest ad with Alia Bhatt Titan’s Deepika Tewari on the How a simple payment can impressions on Discovery. positions cookies as ‘meetha’. #DuaKaSona campaign. play a major role in ones life. afaqs! Reporter, September 1-15, 2 0 1 9 5 ADVERTISING TANISHQ Ready to Shine Titan’s Deepika traditional nuances intact, all the Tewari talks about the while celebrating the core sentiment that binds Indians,” explains Tewari. latest #DuaKaSona The brand has made an effort to campaign. By customise all the local and national campaigns in vernacular languages to Deepashree Banerjee receive higher brand consideration and recall in these markets. anishq, Titan’s flagship Tanishq has brought on board jewellery retail chain, had regional celebrities like Mimi Tlaunched a series of videos Chakraborty for east, Sonali Kulkarni for its new campaign #DuaKaSona, for Maharashtra and Nayanthara for conceptualised by Mumbai-based the southern belt in a bid to build WYP Brand Solutions. Through the deeper brand connect. It used the organic digital outreach, the ads have garnered five lakh-plus views in just over a week. The campaign has three films across seven regional languages. “As of now, there has been zero ad spend on promoting the videos as they were released through our social media assets,” shares Deepika Tewari, assistant vice president - marketing, Jewellery Division, Titan. The brand positions itself not just as a business which sells jewellery, but also as an organisation that values the craft and the craftsmen equally. “Thus, we ensure that our ‘karigars’ “Digital today is a work in a healthy, safe and dignified environment and we support them key visual medium with the best in class infrastructure. and, hence, we We empower women and the girl child by providing them skills and have use Instagram’s also implemented sustainable crafting ‘shoppable posts’ practices at our manufacturing units, where we incorporate measures to use to engage with renewable energy and recycle water.” In the last fiscal year, the brand claims our consumers.” to have used 40 per cent of recycled gold DEEPIKA TEWARI in its manufacturing. Tewari explains, “It essentially means that we have utilised the gold bought back from our chat with them on a deeper level on customers to craft jewellery. Mining of social media to help us in spreading gold leads to denudation of earth and the word of mouth. We also look at this is one of the attempts from our monthly search trends for a category end to protect the environment. The to determine which product sets are Raksha Bandhan campaign, we have sharp targeting method for reaching campaign was conceptualised to convey doing well and have gained popularity taken it a notch higher by celebrating out to the relevant customers for this message to our customers.” amongst consumers,” adds Tewari. not just brother-sister bonding but also niche campaigns like Ahalya and Red Technology has played a key On the key turning points in the #sisterhood bonding.” Carpet collection. The 2013 advertising campaign For each campaign, the brand has The brand positions itself not just as a around “second marriage” was also a teamed up with different creative head turner and many touted it as a agencies lately (#WomenOfGold was business which sells jewellery, but also as an bold move aimed towards breaking conceptualised and developed by Lowe organisation that values the craft and stereotypes. Lintas and #HeeronMeinHeera was conceptualised and created by 22feet the craftsmen equally. REGIONALISATION Tribal Worldwide). So, does this Tanishq was seen as a national strategy help the marketer/advertiser role when it comes to gathering brand’s advertising strategy so far, she jeweller over decades, but it was tell stories in a more effective way? “It information about consumers. says, “As a brand, we always stood imperative for the brand to be seen is not a strategy as such. Lowe Lintas “Digital today is a key visual medium for inclusiveness and this has brought as a national local player. “In order to is our incumbent agency and works and, hence, we use Instagram’s about major disruptions in the area of tap into regional emotionalism, our on our campaigns. However, we are ‘shoppable posts’ to engage with our buying behaviour and we have ardently campaign’s rationale was created with open to fresh ideas and working with consumers. We treat our consumers strived to celebrate relationships of narratives around regional festivals. different partners,” says Tewari. n like our brand ambassadors and varied nature. For instance, in our The idea was to keep the deeply [email protected] 8 afaqs! Reporter, September 1-15, 2 0 1 9 ADVERTISING FEVICOL Everlasting Bond On the occasion of Pidilite’s 60th birthday, Fevicol has released a video ad. By Aishwarya Ramesh It’s been 60 years since the ‘mazboot recommending the brand to their jod’ entered the lives of Indians. parents or someone else in the house To mark the journey of the brand making a piece of furniture. We over six decades, Pidilite Industries’ want to build the brand for future Fevicol has released a new long consumers and make their presence format ad film. The brand has felt early in life,” says Sharma, consistently engaged the Indian explaining his TG. viewers with relatable and humorous “The marketing challenge is ads over the years. to increase the penetration of the The new film takes the audience brand and make sure that more and on a journey of multiple generations more carpenters, contractors and through the story of a sofa. The spot consumers are using it. Consumers, opens in an earlier era, where we see a mostly school children, use it for arts newlywed couple heading home with and crafts. Carpenters or contractors a gifted sofa. As the story progresses, we see the sofa being handed over from one generation to another. The ad is set to the Bihari dialect and is produced by Ogilvy. At 90 seconds, the ad film is the longest-ever by Fevicol. It will be aired on leading GECs, digital platforms and will be supported by spots on radio and in cinemas. For the first time ever, a brand advertisement will be placed as content on OTT platforms like Hotstar, SonyLIV, Zee5, among others. “Fevicol wants to be where the “Fevicol wants consumers are. We noticed over time that consumers are moving towards to be where the OTT because they find different on the different mediums used by the use it to bind, laminate plywood or and segmented content over there.