April 16-30, 2014 Volume 2, Issue 22 `100 20 How marketers are making use of the current rage to promote their brands on social media. +2/',1* $0,5525 26 6 10 PLUS GOAFEST 2014 The Programme Sheet 24 RAFTAAR.IN-TECHAFAQS! Impressing Hindi Users 24 APAC EFFIE AWARDS 2014 29 VIP SKYBAGS NIKE TATA SALT Half a Dozen for India Attack on Black Every Frame Counts Aspire and Inspire 9XM Who says backpacks need to The country is a cricket Recycling a popular saying 31 be boring? field, says this TVC. with a champion. Who is the Idiot? EDITORIAL This fortnight... Volume 2, Issue 22 ou can gauge the pace of change in society in many ways. One is to check how often EDITOR Ythe dictionary adds new words. The subject of this issue’s cover, the word ‘Selfie’, Sreekant Khandekar April 16-30, 2014 Volume 2, Issue 22 `100 is Oxford Dictionary’s Word of the Year 2013 because its use grew by 17,000 per PUBLISHER Prasanna Singh 20 cent between October, 2012 and October, 2013. And mind you, according to Google DEPUTY EDITOR Trends, search for the word has grown tenfold again since then thanks to the famous Ashwini Gangal Oscar selfie. SENIOR LAYOUT ARTIST Vinay Dominic How marketers The folks at Oxford Dictionaries now keep a sharp eye out for new words that are making use of the current rage to PRODUCTION EXECUTIVE promote their brands on social media. emerge in popular media. When I was a sub editor in the 1980s, it took Oxford forever Andrias Kisku to incorporate any change. For example, ‘Motor cycle’ continued to appear as two words +2/',1* ADVERTISING ENQUIRIES years after it had moved to ‘Motorcycle’ in common parlance. Naveen Arora, (0120) 4077803, 4077866 $0,5525 Noida Centuries ago, when dictionaries were compiled, the writers put in words that they 26 6 10 PLUS Arunima Bhattacharya, (022) 40429702-5 GOAFEST 2014 24 Mumbai The Programme Sheet assumed would be useful to people. Some were never used. In more recent times, words RAFTAAR.IN-TECHAFAQS! Impressing Hindi Users 24 APAC EFFIE AWARDS 2014 [email protected] 29 had to be in use for a couple of years before a dictionary would condescend to consider VIP SKYBAGS NIKE TATA SALT Half a Dozen for India Attack on Black Every Frame Counts Aspire and Inspire 9XM Who says backpacks need to The country is a cricket Recycling a popular saying 31 be boring? field, says this TVC. with a champion. Who is the Idiot? them for inclusion. MARKETING OFFICE B-3, First Floor, Sector-4, Noida-201301. No longer. New words can gain currency rapidly in the digital age. However, it is Tel: (0120) 4077800. hard for those working on a new edition to gauge whether the word will enter our collective consciousness or sink MUMBAI 501-502, Makani Center, 5th Floor, soon after. Some candidates for inclusion last year were ‘Harlem Shake’ and ‘Sharknado’ but Oxford gave up on Off Linking Road, Bandra (W), Mumbai - 400050 them when their usage crashed a few months later. Tel: +91-22-40429 709 - 712 Oxford has, in fact, begun a tradition of naming a ‘Word of the Year’. Sample some from the past decade: BENGALURU S-1, New Bridge Corporate Centre, Sudoku, Podcast, Carbon Footprint, Unfriend and, last year, GIF. 777 D, 100 ft Road, Indira Nagar, Bengaluru - 560038, India How rapidly the English language adopts new words is best illustrated by my favourite example, ‘Refudiate’. SUBSCRIPTION ENQUIRIES Former US vice president aspirant Sarah Palin used it in July, 2010 in a TV interview, apparently mixing up Akhilesh Singh, (0120) 4077837 ‘repudiate’ with ‘refute’ to create a new word. In spite of being scoffed at, ‘refudiate’ picked up such momentum that [email protected] it not only made it to Oxford but was even declared the Word of the Year 2010. Owned by Banyan Netfaqs Pvt Ltd and Printed and published by Parting tip on ‘Selfie’: it is not just a self-portrait taken by a phone but is ‘typically… uploaded to a social media Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, website’. So if you take a self-picture and leave it in your mobile it doesn’t quite make the cut :) 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 Photograph [email protected] Sushil Kumar CONTENTS 25 12 PLUS VIRAL NOW BJP’S CAMPAIGN First Kiss 8 A Mixed Bag Three different CAMPAIGN TRAIL campaigns push 14 brand BJP. New Ads ZIPPO POINTS OF VIEW 830 28 IPL vs Elections Sharing the Pain Will the two be fighting for the viewer’s mindspace? AAAI Young Lions Roar 29 BY INVITATION 32 Gautam Talwar RASNA EXPRESS TV ET PANACHE A brand diagnosis of the Breaking the Mould A New Screen in Telugu 30 main political parties and The brand leapfrogs from its An infotainment channel that A New Inside Page how they are perceived. ‘I Love You’ campaign. promises to entertain. afaqs! Reporter, April 16-30, 2014 5 $'9(57,6,1* NIKE CRICKET Every Frame Counts An ode to the nation’s obsession with cricket, Nike’s latest ad campaign ‘Every Yard Counts’ celebrates the way Indian cricket enthusiasts convert every inch of the country into a cricketing field. By Satrajit Sen rather, it celebrates the joy of “everyday cricket”. He explains, “At Nike, we understand that the cricket culture of this nation is not confined to Team India and its players. It includes the millions of young cricketers who strive every day to be amongst the best tomorrow. This film is dedicated to each and every one of those young cricketers who relentlessly chase their dreams.” The campaign is being supported on social media though the hashtag #justdoit. On Twitter, Nike Cricket (@nikecricket) has more than 10,000 followers and on Facebook, the brand has more than 3 million fans. Nike has been the official apparel sponsor for the team since December 2005. The brand Pant: cricketing frames extended its contract for a period of five years with the Board of Control for Cricket in India (BCCI), n India, millions dream of playing on a in 2011. professional cricket field someday. In the Imeanwhile, though, they make do with what’s BOWLED OVER? available - the length and breadth of well, the hough not meant to promote a specific entire country. They manage to convert every yard Tproduct, the campaign, opine experts, does of the country into their cricketing field. what it is meant to do. It celebrates cricket and has Nike Cricket, a segment of Nike that offers managed to make young cricketers a part of the cricket gear and sponsors teams/players, draws campaign. on this very insight in its latest ad campaign titled Appreciating the execution and overall ‘Every Yard Counts’. According to the brand, to a treatment of the film, Manoj Shroff, producer, young Indian cricketer, lack of space isn’t really a Equinox Films, a production house, says, “I problem; it’s an opportunity... to hit the ground particularly love that raw feeling the director has harder, run faster, jump higher and stand taller. given it. Nothing about it looks staged. You can At the heart of the campaign is a crowd-sourced actually smell the earth and feel the grime of the film that features over 200,000 ‘moments’ or places shown.” still frames captured from thousands of cricket Does the rapidly changing image montage grounds across India. It features 1,440 young make for good TV viewing? One might argue the cricketers. And here’s what we mean by ‘crowd- speed at which one still image leads to the next is sourced film’: the brand team invited players a bit hard on the human eye. Shroff shrugs, “It is from all over India to send images of themselves quite normal in today’s day and age to say a lot so playing cricket. The brand also had over 100 fast; people are really short on time.” photographers travel around the country to shoot Though the idea of crowd-sourced images young cricketers in action. has been appreciated, the absence of a definite The film is an amalgamation of these single storyline in the video has drawn flak from some frames. In a sense, the way this film was made experts. Showing how youngsters living in remote takes us back to the very genesis of the modern parts of the country play cricket or showing how day motion picture, which is nothing but a series cricket transcends religious differences, would of static frames fused together and revealed in have been more engaging, say some experts. rapid succession. Nike’s film captures the most There’s a saying about the end justifying the crucial moments in the game of cricket, including means, referring to which, Rajiv Dingra, CEO, the bowler’s run up, the throw of the ball and the WATConsult, a digital and social media agency, batsman’s race to the crease. says, “Sending 100 photographers across the The digital film was created by JWT Bengaluru, country to collect these images is a huge task and produced by 1st December Films, Bengaluru, the impact of the video doesn’t justify that effort. and directed by Senthil Kumar, national creative The concept of the video is understood within director, JWT India. The song creation and sound the first 20 seconds with the rapidly changing design is credited to Dhruv Ganekar and Taufiq images.