September 1-15, 2016 Volume 5, Issue 6 `100 TAARAK MEHTA KA OOLTAH CHASHMAH LAUGH LINES Only a special brand of humour can make a daily sitcom tick on merrily for 2,000 episodes and after. What else lies behind this success story? From left: Anooj Kapoor, Asit Kumarr Modi and N P Singh Subscriber copy not for resale Subscriber copy not 6 16 8 PLUS DOVE No Rhyme, Only Reason 12 TITAN Time Machine 14 IKEA NESCAFE MYNTRA CHING’S SECRET Big Move 17 New Cup of Resolve Breaking the Stereotype High Stakes Gameplan GUEST ARTICLE The coffee brand’s ad is back Ethnic wear brand Anouk A big budget ad film with 23 with a warm-up session. paints a new picture. some big names on board. Kopal Doshi editorial This fortnight... Volume 5, Issue 6 EDITOR f you are looking for persistence-leads-to-success stories, they don’t come better Sreekant Khandekar I than this. PUBLISHER September 1-15, 2016 Volume 5, Issue 6 `100 Prasanna Singh TAARAK MEHTA KA OOLTAH CHASHMAH Fourteen years ago, when he first set out visiting broadcasters with script in hand, EXECUTIVE EDITOR Ashwini Gangal LAUGH LINES Asit Kumarr Modi, head of production house Neela Telefilms, was laughed out of Only a special brand of humour can make a daily sitcom tick on merrily PRODUCTION EXECUTIVE for 2,000 episodes and after. What the studios. They wouldn’t touch a script - that did not have television’s staple diet else lies behind this success story? Andrias Kisku of family intrigue or tragedy - with a barge pole. What made it worse - from their ADVERTISING ENQUIRIES point of view - was Modi’s insistence on a daily comedy show. Undaunted the man Shubham Garg continued his search. 81301 66777 (M) Apoorv Kulshrestha 9873824700 (M) From left: Anooj Kapoor, The TV show based on newspaper columns first written in 1971 by a satirist Noida Asit Kumarr Modi and N P Singh finally found a taker when Sony head N P Singh accepted Taarak Mehta Ka Ooltah Nikhil Jhunjhunwala Subscriber copy notfor resale 6 16 8 PLUS DOVE 9833371393 (M) No Rhyme, Only Reason 12 Chashmah (TMKOC) for SAB TV in 2008. Exactly eight years later, TMKOC TITAN Mumbai Time Machine 14 IKEA is laughing its way into the record books and into urban Hindi audiences’ hearts. Big Move 17 NESCAFE MYNTRA CHING’S SECRET [email protected] New Cup of Resolve Breaking the Stereotype High Stakes Gameplan GUEST ARTICLE The coffee brand’s ad is back Ethnic wear brand Anouk A big budget ad film with 23 with a warm-up session. paints a new picture. some big names on board. Kopal Doshi MARKETING OFFICE Two thousand episodes is a good landmark to take stock of a serial’s longevity and B&B Genesis, A 12/13, Ground Floor, Sector - 16 understand what makes it tick. In Mario Puzo’s bestselling Godfather, Don Vito Noida - 201301 Corleone’s consigliere Tom Hagen has a memorable retort when, on a mission for the Godfather, he tells a producer: “I have a special practice. I handle one client.” MUMBAI 302, Makani Center, 3rd Floor, Off Linking Road, Bandra (W), Modi and Neela Telefilms could tweak that line to suit them. Neela Telefilms has Mumbai - 400050 just one show under its belt and have made comedy a special art backed by a long- SUBSCRIPTION ENQUIRIES serving cast of actors. Neither Sony-SAB nor the sponsors would mind that exclusivity Akhilesh Singh because TMKOC has made a habit of making the audience laugh every evening. For [email protected] SAB too, TMKOC is a one-show show. It is streets ahead of the next popular show Owned by Banyan Netfaqs Pvt Ltd and on the channel. Printed and published by Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, Now with the 2000-mark milestone firmly behind it, both production house and Jawala Heri Market, Paschim Vihar, New Delhi-110 063. broadcaster will be figuring out ways to get the rural audiences into its fold. Will rural India humour Taarak Mehta? Printed at Cirrus Graphics Private Limited B-61, Sector 67, Noida (U.P.), 201301 M Venkatesh [email protected] CONTENTS Brought to you by: 27 Presents Stories of Brands Made for India AFAQS! EVENTS VISTARA 26 August 24, 2016 | Crowne Plaza, Gurgaon Talent Partner: JOB Brand Owners’ Summit SWITCH Emotional Flight Presenting the stories of brands The airline launches its first made for India from the mouths television commercial. of owners. 14 24 22 25 BAJAJ PLATINA TIAGO AMAZON WEB SERIES No More Bumpy Rides Storytelling Time Togetherness Redefined The New Hot Spot Changing tack from mileage A web series that stars the car Being there is more Is this the new way to chase to comfort. from Tata Motors. important than sending a gift. the youth of today? afaqs! Reporter, September 1-15, 2 0 1 6 5 advertising NESCAFÉ New ‘Cup of Resolve’ The Nescafé ad is back in a warm-up session with RJ Rishi. The beverage brand’s new ad campaign was launched on digital platforms recently and will be aired on television from September 5. By Sunit Roy emember Nescafé’s ad films lose heart and keeps trying while yet another marvellous one in this which featured a stammering sipping his favourite coffee Nescafé. series. It’s a result of belief in the Rstand-up comedian and an Suddenly, his phone starts ringing as agency, the strategy, and the idea.” out-of-job cartoonist? The two ads, people start to pour their hearts out... The coffee brand has also under the ‘#ItAllStarts’ campaign, venting out their frustrations against strategically planned the ad spends went viral and grabbed quite a few the boss, seek apology from someone, to grab maximum viewership. eyeballs. Well, the coffee brand is back profess love, and so forth. RJ Rishi “The campaign will be released on to make a statement yet again with its has succeeded in his endeavour to multiple media platforms such as new ad campaign ‘#StayStarted’. garner a response from his listeners! digital, TV, and radio. The campaign The new, recently-launched ad In its deliberate attempt to will be well-supported in terms of film titled ‘RJ Rishi’s story’, under the woo youngsters, Nescafé has been media spends to ensure not only high ‘#StayStarted’ campaign, highlights releasing ads which are youth-centric, reach among the consumer TG, but, the thought ‘Starting something new with the target audience in the age also to generate conversations among is tough. Staying started is tougher’. group of 16-24 years, ambitious and them on #StayStarted,” says Sioufi. The ad campaign, developed by aspiring youngsters, who have the McCann Worldgroup, New Delhi, inherent desire to succeed. PERFECT CONCOCTION? was launched on digital platforms Commenting on how the idea of Vipin Dhyani, founder and chief such as YouTube, Facebook, and the campaign sprouted, Sioufi says, creative director, Thoughtshop Twitter on August 26, 2016. “The “We started establishing Nescafé as Advertising & Film Productions, campaign will be extended to the ‘Cup of Resolve’ for the youth an ad film production firm, finds television, as well as radio. We will three years ago. The communication the casting to be brilliant and take the idea to an actual radio show - campaign and the co-owned property the performance, direction, and Nescafé Mornings on Red FM 93.5, of ‘MTV presents NESCAFÉ LABS’ supporting cast also quite good. “All from 5.30-7 am, hosted by RJ Rishi. were developed along this idea. The three films are all on a problem The show goes live from September objective is to provide a platform that (conflict), product entry, and a 1, 2016,” informs Nayla Sioufi, resonates with the youth, and with solution (pay off) format. Idea wise, general manager - beverage, Nestlé which they can connect strongly. coffee wakes you up, beats linear India. The ad film will be launched The effort in every campaign was to thinking, and is definitely a good platform to hinge on,” says Dhyani. Sioufi (above) and Joshi: According to Saurabh Kanwar, To woo youngsters, Nescafé has been brewing a new taste founder and president of the releasing ads which are youth-centric. digital agency Flarepath, this is an interesting take on building a on television on September 5. develop a true ‘human’ story while sharpened the articulation.” demonstration about your brand The film depicts a radio jockey’s seamlessly integrating the role of the Speaking about the brand proposition. “The creative execution (RJ’s) story, wherein the protagonist brand.” campaigns, Prasoon Joshi, chairman, is direct and earnest. A minor niggle addresses his listeners at 5.30 am Elaborating about the campaign, McCann Worldgroup Asia-Pacific, I always have is our Indian penchant from the studio, wearing a bright Sioufi adds, “#StayStarted is an and CEO & CCO McCann for ‘over emotionalising’ everything. smile on his face and holding a evolution of our existing brand idea - Worldgroup, India, says, “Nescafé I felt, in this case, it blunts the mug of Nescafé. And, while he (RJ) Nescafé being a constant companion is a cherished brand for us and we comedic potential of the story,” he knows that no one is listening to in your journey towards your goals. have always tried to create a fresh says, adding, “The bigger story, of a single word that he’s saying, he Both the stuttering comedian, as and heart-warming connect with our course, is that Nescafé has an actual nevertheless, attempts to motivate well as the cartoonist campaigns advertising. Be it the ‘Neighbour property on Red FM that brings his listeners to make a phone call and showcased such journeys where with Deepika Padukone’, the the promise of the ad alive,” says request a song to be played.