May 16-31, 2013 Volume 2, Issue 1 `100 TV AND BOLLYWOOD 0$'()25($&+27+(5 There is enough evidence to show that the relationship between TV and Bollywood is getting stronger by the day. 20 8 8 10 24 PLUS CADBURY Sweet Innings 16 BY INVITATION The Sell > Scam 28 SONY PIX - MGM FLIPKART JWT PROFILE Movies Galore 29 Fashionably Late? Busting Myths Monica Tata INTERVIEW The e-commerce portal Portfolio Night promises to The new MD of HBO forays into fashion. be eye opening this time. India on the story so far. BPN’s CEOs 32 EDITORIAL This fortnight... Volume 2, Issue 1 very now and then, it strikes me with fresh force just how peculiar a market India EDITOR Eis. Many conditions that we take for granted simply don’t exist in other countries. Sreekant Khandekar PUBLISHER May 16-31, 2013 Volume 2, Issue 1 100 ` Take the subject of this fortnight’s cover, the increasingly intense and baffling Prasanna Singh relationship between Hindi films and TV. Here are two mediums competing directly SENIOR LAYOUT ARTIST for a viewer’s time and money. And yet, they can’t seem to get enough of each other. Vinay Dominic PRODUCTION EXECUTIVE Surely other countries live with this paradox, you might wonder. Actually, not. Andrias Kisku TV AND BOLLYWOOD Few markets in the world have as many languages or TV channels as does India. ADVERTISING ENQUIRIES 0$'()25($&+27+(5 Rahul Puri, (0120) 4077833, 4077866 There is enough evidence to show that the relationship between Plus there is the press freedom that allows any sort of programming. Naturally, then, TV and Bollywood is getting stronger by the day. Noida the variety and extent of television content in India is unparalleled. And when it comes Arunima Bhattacharya, (022) 40429702-5 20 to feature films, India occupies a special place in terms of the sheer volume of work. No Mumbai country other than the US is in the same league. So, when we talk of how films and [email protected] 8 8 10 24 PLUS CADBURY Sweet Innings 16 television feed off each other, there are hardly any markets to take an example from. BY INVITATION MARKETING OFFICE The Sell > Scam 28 SONY PIX - MGM B-3, First Floor, Sector-4, Noida-201301. Movies Galore 29 FLIPKART JWT PROFILE The two make a lethal combination. The big screen oozes glamour and glows with Fashionably Late? Busting Myths Monica Tata INTERVIEW Tel: (0120) 4077800. The e-commerce portal Portfolio Night promises to The new MD of HBO forays into fashion. be eye opening this time. India on the story so far. BPN’s CEOs 32 star power. In contrast, the TV screen has the advantage of enormous reach coupled MUMBAI with a high frequency of viewing. So, when film stars appear on the small screen, they 501-502, Makani Center, 5th Floor, light it up. TV broadcasters love that because films and film-related entertainment Off Linking Road, Bandra (W), Mumbai - 400050 have become a staple of television content. Stars, in turn, get extraordinary reach inbetween films. Tel: +91-22-40429 709 - 712 I am impressed by the innovative ways in which the two businesses work together. Among all the BENGALURU S-1, New Bridge Corporate Centre, examples, I especially enjoyed the way in which Ranbir Kapoor’s Barfi! character was incorporated in the 777 D, 100 ft Road, Indira Nagar, clips of various historical moments – a la Forrest Gump – on Aaj Tak as the news channel and film cross Bengaluru - 560038, India promoted each other. SUBSCRIPTION ENQUIRIES Akhilesh Singh, (0120) 4077837 The Indian media business has grown rapidly in such a super cluttered scenario that companies are [email protected] willing to work with anyone to get ahead. For all its failings, one great thing about the Indian media Owned by Banyan Netfaqs Pvt Ltd and business is that it is never afraid to experiment. Printed and published by 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 Image [email protected] Vinay Dominic CONTENTS 27 12 PLUS DELL Can Do Anything 6 ABP NEWS Moving Ahead TANISHQ The news channel Affordable & Adorable 12 urges its viewers to stay ahead. FREECHARGE Emotional Atya-Charge 14 BCCL & HUL 26 6 A Tribute to Mothers ZEE TV An innovative greeting for Mobile ‘App’reciation 14 mothers on the special day. REDIFF.COM BY INVITATION 30 Re-designed 22 Corporate Animals HEADLINES TODAY PULSAR Shyam G Iyer on the Making News Stunt Upgrade ETV MARATHI similarities between the How the channel has shaken In the latest campaign, the workplace and the jungle. its stupor to charge ahead. bike ups its stunt quotient. Money Spinner 29 afaqs! Reporter, May 16-31, 2013 5 1(:6$'9(57,6,1* DELL Can Do Anything Dell India’s latest campaign showcases how the brand helps people achieve their goals and follow their passions. By Devesh Gupta ell has always propagated ‘the power to do more’. Taking this idea forward, Dits latest campaign, ‘I can do Kuch Bhi’, showcases the brand as an enabler, which helps growth is expected from Tier 3 cities. To ensure people achieve their dreams and follow their that it reaches a wide section of consumers, the passions. The campaign features youth driven by company has booked spots on television channels unconventional dreams. across genres such as sports, infotainment, GECs The first phase of the campaign began with (English/Hindi) and movies (English/Hindi). social media. The brand launched two films to The campaign will use a mix of media such as drive conversations on Facebook and Twitter. digital, print and on ground. Dell is advertising in It featured the stories of two young individuals leading national and regional dailies such as The - a lady with a passion for yoga and a young Times of India, Hindustan Times, Jagran and man determined to restore his father’s bike. The Maharashtra Times. videos were put up on Dell’s Facebook page and In its earlier campaigns such as ‘Masti ka Pitara’ and ‘Welcome to your Studio’, Dell had primarily showcased the features of its products. This time, The focus is on building the focus is on building an emotional connect by an emotional connect by telling relatable stories. Dell Inspiron is a mainstream telling relatable stories. On Twitter, a contest was consumer brand of notebooks launched using the hashtag and desktops, targeted at families, a microsite was also launched to enable people to #icandokuchbhi, to initiate students and entertainment share how technology helped them achieve their conversations. enthusiasts. Through this dreams. More than 40 stories of passionate people Speaking about the campaign, campaign, the brand is targeting have been uploaded on the microsite till now. Ritu Gupta, director, marketing, the youth between 18 and 24 years In the next phase, a film, first showcased on Dell India, says, “The main idea of of age, across all socio-economic the Facebook page, was launched across television this campaign was to reach out to categories. According to a report channels on April 26. The TVC is a montage of people who use technology in their released by International Data images that show how different youngsters fulfil daily lives to pursue their passions Corporation (IDC), Dell holds a varied dreams, using their Dell Inspiron laptops. and create an emotional connect.” 9.7 per cent share in the consumer Several other short films have also been launched She adds that going by the trend space (notebooks + desktops). online. in most sectors, the next level of Gupta: being the enabler [email protected] first sports bike, the model also boasts technology, performance and design BAJAJ PULSAR of a triple spark feature. The stunt make it stand out from the rest of the has been choreographed to highlight Pulsar range. “We wanted to create an ‘precision performance’ through ad for the Pulsar 200NS that would Stunt Upgrade excessive usage of accelerator and showcase the power and dexterity brakes, not to mention the intense of the bike. If you remember, in The latest campaign showcases the brand’s new variant, drifting and wheelies. 2008, we created the PulsarMania Pulsar 200 NS. By Rashmi Menon While the bike was launched in the commercial featuring the all new market in June, 2012, this is its first Pulsar 220. Now, after five years, as we bring the next generation Pulsar ajaj Pulsar commercials are to the market, we thought we will never out of awe-inspiring take PulsarMania to a whole new Bstunts. And, Bajaj Auto’s level,” he says. latest campaign that introduces its Saraswat adds that Ogilvy was new variant, Pulsar 200NS (Naked given a single line brief, which stated Sport), lives up to the tradition in a that the Pulsar 200NS was the ‘Best fresh setting. Pulsar yet’, and that its triple spark, Titled PulsarMania 2, the 4-valve engine features had to be campaign rides on the high anxiety displayed. and adrenaline rush created by Vijay Sawant and Manoj Shetty, the brand’s previous PulsarMania group creative directors, Ogilvy & campaign for the Pulsar 220 performing nail-biting stunts. The television commercial (TVC). The Mather, say, “Pulsar has a certain range, in 2008. The campaign is bikers show their prowess and push film is directed by Alberto Blanco attitude, a certain stance. It has a conceptualised by Ogilvy & Mather. the bikes to their limits around the and Malgenio Films of Barcelona, certain take on life.