December 1-15, 2011 Volume 2, Issue 23 `100 34 DEFINING MOMENTS Bhaskar Das Chronicles of a 32-year- long journey at BCCL. 14 NATIONAL CREATIVE DIRECTORS The Glut Why agencies now have as THE many as three NCDs. NEW AGE 44 PLANNER PROFILE The role of the Mark Seddon account planner The new Saatchi & Saatchi has been CEO on his India outing. transformed over YAHOO! INDIA the past few New Tube 16 years. This is a CONGRESS cooler creature. Vote Catching 17 BIRLA CEMENTS Parrot Power 18 32 GODREJ Adding Sheen 47 5)&'00%.&%*""(&/$: J>DBPFABLPB>QROBPB@FMBP 450$,'00%*/%*"r"EJWJTJPOPG%*/0%*"r rJOGP!TUPDLGPPEJO EDITORIAL This fortnight... Volume 2, Issue 23 EDITOR or many years, advertising was considered a text-oriented medium where the copywriter would Sreekant Khandekar Fmake a convincing pitch to persuade consumers. The art director, who was pretty much looked PUBLISHER down upon by the copy man, was supposed to work as per the writer’s brief. Prasanna Singh EXECUTIVE EDITOR In the ’60s, Bill Bernbach demolished the wall that existed between copywriters Prajjal Saha and art directors, when he put copywriter Julian Koenig and art director George Lois SENIOR LAYOUT ARTIST December 1-15, 2011 Volume 2, Issue 23 `100 as a team at Doyle Dane Bernbach (DDB). The immediate result of this partnership Vinay Dominic 34 was the Volkswagen’s Think Small campaign – one of the most iconic works in the LOGISTICS history of advertising. Rajesh Kanwal DEFINING MOMENTS Bhaskar Das Chronicles of a 32-year- ADVERTISING ENQUIRIES long journey at BCCL. Fifty years later, this art-copy partnership seems to be losing its relevance in the 14 Neha Arora, (0120) 4077866, 4077837 current context. Noida Khushboo Varadkar, (022) 40429702-5 NATIONAL CREATIVE DIRECTORS The art-copy partnership worked quite well for print as well as the broadcast The Glut Why agencies now have as Mumbai many as three NCDs. THE 44 media. But, as media – social, interactive and integrated – developed, ad agencies NEW AGE worldwide started trying out new team combinations. Some examples: the creative [email protected] PLANNER paired with the technologist, creative with social media specialist or the copywriter Marketing Office PROFILE The role of the Mark Seddon B-3, First Floor, Sector-4, Noida-201301. account planner The new Saatchi & Saatchi CEO on his India outing. working with the interactive designer. has been Tel: (0120) 4077800. transformed over YAHOO! INDIA the past few New Tube 16 years. This is a CONGRESS cooler creature. Vote Catching 17 In India, in the last few years, we have seen a new team, that of creative director Mumbai BIRLA CEMENTS Parrot Power 18 32 GODREJ 501-502, Makani Center, 5th Floor, Adding Sheen 47 and planner. Today, they bounce ideas to each other and create a campaign together Off Linking Road, Bandra (W), - the planner is no longer just a data analyser or a writer of briefs. Mumbai - 400050 Tel: +91-22-40429 709 - 712 The truth is that the planner is a transformed man now, and there are several reasons he has Bengaluru changed. The current issue explores those reasons. S-1, New Bridge Corporate Centre, 777 D, 100 ft Road, Indira Nagar, While media fragmentation changed the planners in a big way, planning as a function has Bengaluru - 560038, India bifurcated into various streams, with clients wanting them to work closely with the creative. The Subscription Enquiries official brief writer would often, turn out to be a critic of his own agency’s creative work in front of Garima Agnihotri, (0120) 4077837 the client, which for obvious reasons did not go down well with his creative colleagues. Realising [email protected] the point of pain between the two departments, clients began to ask for a combined meeting, which Printed, published, and owned by eventually brought the two closer together. Prasanna Singh, Publisher, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063. Printed at Cirrus Graphics Private Limited B-62/14, Naraina Industrial Area, Phase II, New Delhi – 110028. Prajjal Saha Cover Illustration [email protected] Gogol CONTENTS 52 24 PLUS COMSCORE BONZAI.MOBI Smart Selection NRI Netizens 22 A new software to HINDI SERIALS ensure ads appear only on news media Perception Problem 40 websites. MTS Wooing Women 43 BY INVITATION 16 22 John Merakovsky VODAFONE Cracking the mobile Red Goes Blue 45 advertising code. 28 STAR NEWS POV A Winning Formula 50 Going Pan-India INDIGO TATA TEA Can regional English dailies High Altitude Strong Brew BOSCH make an impact in the national The low-cost airline’s new Tata Tea tries to strengthen Gateway to India 53 market? Broadway inspired TVC. its connect with housewives. afaqs! Reporter, December 1-15, 2011 5 QUO Sponsored by amal Oberoi, the former which operates in the economy chairperson and managing and budget hotels category plans Kdirector of M&C Saatchi, is to launch its services in India by back in business with the launch February. Besides creating the com- Adidas> The German sportswear giant is finally set to of the branding and communica- plete India entry plan for hospitality launch the much awaited $1 shoe in India. Adidas earlier tion consultancy firm Quo in India. brands, Quo will also help them with attempted a similar move in Bangladesh, but it flopped as it Oberoi will head the Indian business on ground execution. Quo had couldn’t keep the price tag as low because of high produc- as chairman, along with recently launched tion costs and import duties.The price eventually ballooned to Caroline Rowe who the logo of Maldives nearly $7 a pair. It managed to sell only 5,000 pairs during will be the managing Tourism, as part of its the trial. The company believes that unlike Bangladesh mass partner of the firm. work for destination production would be possible here given the size of India’s Speaking about the tourism agencies. market and the economies of scale it can leverage. launch, David Keen, Currently, the chief executive officer, Delhi-based consultan- Quo Global, says, “The cy firm has a team of Kraft has Kraft Foods> The global food giant is betting big on India. future lies in being a four people, with plans increased its After acquiring Cadbury, Kraft hopes to become one of the specialist. At the same to recruit a few more. advertising and five biggest food firms in the country. Besides inheriting time it is also true that Oberoi elaborates, “We Cadbury’s strong portfolio here, Kraft sells its own brands a communication strat- plan to hire a couple of marketing outlay such as Oreo and Tang. Kraft has also upped its investments SUSHIL KUMAR in India. Its outlay for egy can also be created local strategists, along in India by 70 MARKETING advertising, marketing by a traditional agen- with a few brand man- percent. has gone up by 70 per cy. But as a specialist, agers. As of now, we cent this year. one can monitor and have no plans to expand control all aspects of our base to other cities a brand than just take in India. We will use Titan Industries> The Indian watch maker is gearing up on the positioning of the resources from our to acquire the Swiss watch brand Favre Leuba for close to a brand. A traditional main base in Bangkok, `14 crore. The company has signed a binding offer with Favre agency can only create which has a strength of Leuba. The acquisition will provide the company with global a strategic positioning about 80 people.” rights to the marque. For Titan the strategic rationale behind and promote it.” Travel and tourism the acquisition is to complement and strengthen the existing The newly launched is one of the fastest portfolio of the company with a Swiss heritage brand. Favre consultancy firm spe- growing sectors in Leuba, founded in 1737, has had a strong international Oberoi (top) and Keen: a cialises in travel and India. Analysts estimate presence. tourism, and the hos- new frontier foreign exchange earn- pitality sectors. ings from tourism to According to For Quo, the top $15 billion this The Mia collec- Tanishq> Tata Group’s jewellery arm has launched a new Oberoi, Indians year. tion is available line called Mia for working women and the youth. The collec- are one of the high- focus will be on Going ahead, in tion is high on the design quotient, lightweight, affordable and est spenders when it lending hospitality the next six months at 130 Tanishq has over 100 designs priced at `5,999 onwards. The collec- comes to travel and Oberoi hopes to win a outlets in tion is available across 130 Tanishq tourism. The tim- brands a clutch of home-grown 76 cities. outlets in over 76 cities. Additionally, ing is, he argues, character, and hospitality businesses. the brand is targeting opening about perfect to get a special- then define and The launch of a digital 10-15 stores every year in tier II and ist firm to take on the strategy for one of the III cities. category that has lim- shape it. brands in the hospital- ited resources when it ity sector is also in the comes to branding and creating a pipeline. Oberoi adds, “We will do Godrej Locks>The security hardware division of Godrej & clear-cut strategy. the entire work for a brand, create Boyce, is eyeing a 25 per cent growth in revenue this fiscal The consultancy firm is working an identity, as suggest communica- at `397 crore due to an increase in demand in both domestic with brands in the hospitality sec- tion strategies.