Rs 40 THE February 1-15, 2008 The fortnightly from agencyfaqs! www.thebrandreporter.com 36 MEDIA MINDMIND THETHE PROFILE LANGUAGELANGUAGE Sandip Tarkas The IIT-IIM alumni, talks The list of regional channels across genres is about his career moves. growing significantly. A look at the forthcoming 30 action in this space. DEFINING MOMENTS Ravi Deshpande The CCO of Contract believes in being stubborn. 22 COMIC LEGENDS Mighty Myth A comic series inspired by the Mahabharata. ADVERTISING Mimic Gimmick 16 DHL Flip for a Flag 18 PRINT Sound Business Sense 20 2828 STAR Kklothes and More 40 The fortnightly from agencyfaqs! This fortnight... Volume III, Issue 13 While the attention of the advertising and media business is focused on the new wave of EDITOR & PUBLISHER high profile Hindi channels, another tide is coming in. It is quieter but significant all the Sreekant Khandekar same – a rush of regional channels from players big and small. It is being set off for different reasons in the south of India as well as in the rest of the EXECUTIVE EDITOR M Venkatesh country. In the South, the Sun TV Group has had a virtual monopoly not just in CREATIVE CONSULTANTS broadcasting but in cable distribution as well. This discouraged new channels from PealiDezine venturing there. The political split last year within the DMK, the ruling party in LAYOUT Tamil Nadu and Sun’s home state, has given rise to Kalaignar which is challeng- Vinay Dominic ing the leader. The state government has also floated a cable distribution firm to MARKETING rival Sun’s. This is spurring a number of new channels to go south. Prasanna Singh The rest of India has been loosely described as ‘Hindi Speaking Markets’. Over the last few years, networks such as ZEE and ETV have proved that description LOGISTICS wrong in at least two states: West Bengal and Maharashtra. Viewing is increas- Rajesh Kanwal ingly shifting to the local language. ADVERTISING ENQUIRIES In the larger states with substantial consumer markets, advertisers are delighted Ashish Chauhan to talk to viewers in their local language. Advertisers range from national brands Noida: (0120) 4077800, down to local retailers to footwear marketers to manufacturers of local personal care 4077819, 4077816 Saurabh Rawal products. Mumbai: (022) 40429702-5 At another level, we are witnessing a fascinating battle. On the one hand is the [email protected] dominant Hindi genre fed by the Mumbai-based soap factories supplemented by film-based fare and national news. On the other hand is the local offering: low Marketing Office budget and less glamorous but more able to connect with the local heart. B-3, First floor, Sector-4, It is, in a sense, the same kind of tussle that Hindi films have had with Hollywood for Noida-201301. Tel: (0120) 4077800. so long - and won so convincingly. Mumbai 39, A to Z (Industrial) Premises Co-op Soc Ltd, Lower Parel, Mumbai - 400013. Tel: (022) 40429701-5. Sreekant Khandekar Subscription Enquiries Sakshi Kohli Tel: (0120) 4077837 Farewell Kersey [email protected] The obituary on Kersey Katrak in Registered Office your last issue was quite touching. It $0;$0(6)$35 866' was a clear reminder that we have all $0'$-,0,0&.$8(.$-0$0'$(9 More Movies forgotten some of the doyens of the (.+, < $0;$0 I was happy to read about the ad industry. I appreciate that a maga- (6)$35 866'$..4,*+654(5(48(' international movie channel launch zine like yours, which is dedicated 6+417*+1766+(914.'!(241'7&6,10,0 by UTV. I am a great fan of world to in-depth news on the advertising $0;/$00(49,6+1762(4/,55,10,5241 cinema and have to wait for seasonal and media world, is bringing out +,%,6(' 4,06('$0'27%.,5+('%; showcases of international movies at such pieces. "4((-$06+$0'(-$410%(+$.)1) film festivals. This new channel will Anubha Chawla $0;$0(6)$35 866'$6 be my big ticket to viewing good cin- via email ema from across the world. +!$6$0",0*+1/2.(:$9$.$ Avian Mendonca Surprising Makeovers (4,$4-(6 $5&+,/#,+$4 Mumbai I read the article on branding of (9(.+, New Face banks and as I am from the Press and 4,06('$6 $4$5))5(6 866' Online Space Your cover story on the makeover of Public Relations Department, we try $4$,0$0'7564,$.4($ Perfetti van Melle is doing amaz- Indian Banks was good. UTI bank, to keep track of such articles. It gave +$5((9(.+, ing online activities for its brand when it became Axis Bank, came with us some invaluable insights on the :&.75,8(',564,%76145,00',$ a new logo but I noticed that it is very Mentos. But I wonder how much stategy of the leading banks and the 0',$11-175( 866' similar to the Logo of American participation they get considering logic for their re-branding exercises. (9(.+, there are so many social networking Diabetes Association. Ofcourse the ad Jaideep Pal 7/%$, sites, blogs and gaming websites that agency will cook up some stories to via email 1.-$6$ have been launched that take up defend their creation. But the TVC with $0*$.14( most of the space online as well as in the twins was very good. the consumers’ minds. +(00$, Anamika Bhatt GEORGE THEKKINIYATH via email Kerala Cover Design PealiDezine The Brand Reporter, February 1-15, 2008 5 TATA TEA HCL> After the launch of Tata’s Nano, it’s now time for the cheapest laptop to hit the market. HCL recently launched its ith a The outlets range of fully functional and ultra portable laptops that start view to will also stock from a price point of Rs 13,990. The ‘MiLeap’ or ‘ Wpro- different flav- My internet Leap’ series of laptops are targeted at the mote tea among ours of coffee, masses. youth, Tata Tea is other Indian now venturing beverages and The company is Pepsi> Students of premier B- outdoors. The light snack asking B-school- schools can now jog their brains a bit company has foods. and get a chance to meet PepsiCo introduced ‘Chai “Our res- ers to scout for chairman and CEO Indra Nooyi. The Unchai’, its earch showed innovative busi- company has announced ‘Taste the chain of out-of- that the out-of- ness strategies to Success, Become Indra’s Advisors’ home beverage home beverage push demand. challenge for management students in India. As part of the outlets. segment has a challenge, the company has invited business strategies for “The outlets lot of potential. unlocking the latent demand for beverages in India. Winners are crafted in such a way that they The design of the outlets has come get an opportunity to present and discuss their case study with connect with the youth in an exciting out of a need expressed by the Nooyi in New York. and differentiated manner. The new younger generation for a place where ‘adda’ - hangout is designed like a they can just be themselves,” says Sony> Sony Computer Entertainment Europe has launched small tea parlour, with Pankaj Dant, general Buzz: The Maha Quiz game in India. The game includes over 5,000 localised questions that have been authored by MARKETING an ambience that is manager, marketing and warm, friendly, unpre- sales, Tata Tea. quizmaster Derek O’Brien. The game was launched by jour- tentious and fun,” said The outlets The company has five nalist Rajeev Masand, actor Neil Mukesh and cricketer S Sreesanth among others. Sangeeta Talwar, execu- are crafted in brands of tea in India and tive director, Tata Tea in such a way has presence in 40 coun- a company release. The tries of the world. that they con- The bank has Cosmos Bank> The cooperative bank will partner company inaugurated its Even though a late mobile payments company,PayMate to offer a pay by first outlet in the IIM nect with the entrant to the tea party, come up with an SMS service to its customers. The service will enable Bangalore campus. youth in an company officials are innovative alter- customers to have an SMS-based payment solution for Tata Tea plans to open gung-ho about the con- native. various transactions from purchasing flight/movie tick- more such outlets at exciting and cept. Its biggest ets, car hires to sending donations and gift vouchers. strategic locations in differentiated competitor HUL made shopping malls, colleges its way into the market The digital video solutions provider and university campuses manner. about two years back, Remote control Monsoon Media> takes on a new has launched HAVA, a wireless hardware setup that across cities over the next with Lipton T Parlours. enables users to view high-definition video on mutiple 5-7 years. Other players in this meaning. PCs and control live home TV from anywhere on a Chai Unchai outlets will serve tea field are Dolly’s Tea in Kolkata, broadband connected device. in a variety of flavours from Infinitea in Bangalore and Passion - Darjeeling, Masala, and Green tea toMy Cup of Tea by Gunjan Jindal Mango, Peach and Mint flavours. in Delhi. Euro Books> The company has launched a series of detective books for the first time in India, in graphic novels format, chronicling the fictional adventures of teenage boys - Frank and Joe Hardy and the mystery solver Nancy Drew. QUOTE OF THE FORTNIGHT We have come a long way in lifestyle> Retail store lifestyle, part of Dubai’s Landmark building communities. Our Group has changed its tagline from High on Life to Your Style. Your Store.