September 16-30, 2019 Volume 8, Issue 6 `100 INTERVIEW 8 JOY CHAKRABORTHY ENTERR10 TELEVISION NETWORK 16 ROYAL ENFIELD BULLET Zoom Away The latest ads target UP, Punjab and Kerala. 14 BFSI Wooing Millennials Will youth-centric ad campaigns do the trick? 10 DANGAL: CENTER FRESH A Breath of Fresh Air The brand is looking to RULING THE ‘upgrade’ price points. MOST-VIEWED ADS Best Creatives 24 MOVEMENTS/APPOINTMENTS HEARTLAND Who’s Where 26 Enterr10 Television Network’s free-to-air Hindi GEC has been topping the charts since March 2019. EDITORIAL This fortnight... Volume 8, Issue 6 ell over two decades ago, an ambitious distributor of electronics in Indore, EDITOR Sreekant Khandekar W almost on a whim, toyed with the idea of entering the imperfect world of PUBLISHER September 16-30, 2019 Volume 8, Issue 6 `100 Indian television broadcasting. Cut to the present: a free-to-air Hindi general Sreekant Khandekar INTERVIEW 8 JOY CHAKRABORTHY entertainment channel from that very television network has been topping BARC’s EXECUTIVE EDITOR ENTERR10 TELEVISION NETWORK viewership charts for 24 weeks straight. Ashwini Gangal 16 ROYAL ENFIELD BULLET Zoom Away PRODUCTION EXECUTIVE The latest ads target UP, This fortnight, we tried to get to know the story behind this channel, Dangal, its Punjab and Kerala. Andrias Kisku 14 serendipitous birth, bumpy beginnings – it was first launched as a Bhojpuri channel ADVERTISING ENQUIRIES – and also learnt more about its parent network Enterr10 Television Network. We Shubham Garg BFSI Wooing Millennials did this through interviews with the aforementioned enterprising Indori, Manish 81301 66777 (M) Will youth-centric ad campaigns do the trick? Noida Singhal, a media shy, low profile executive, and his CEO, Joy Chakraborthy, who’s Apoorv Kulshrestha 10 a lot more media receptive. 9873824700 (M) Noida DANGAL: CENTER FRESH Outside of the Hindi heartland, where it has always been a part of local parlance, A Breath of Fresh Air The brand is looking to RULING THE ‘upgrade’ price points. the word ‘dangal’ entered the vocabulary of the common Indian after Aamir Khan’s Nikhil Jhunjhunwala MOST-VIEWED ADS Best Creatives 24 9833371393 (M) MOVEMENTS/APPOINTMENTS HEARTLAND Who’s Where 26 eponymous movie became a massive hit three years ago. In the context of sport, the Mumbai Enterr10 Television Network’s free-to-air Hindi GEC has been topping the charts since March 2019. word means wrestling, or more specifically, an arena in which people wrestle. Outside Vijayalaxmi Yadav of the world of games, ‘dangal’ also means riot or fight. 9930547767 (M) Mumbai Manish and Joy have a dangal of their own to win. They want to change the [email protected] way free-to-air or FTA channels are perceived. For one, they’re seen as channels MARKETING OFFICE patronised only by rural India, a misconception that impacts the kind of advertisers B 3, Ground Floor, Sector 4, these channels attract. Noida-201301 Uttar Pradesh. Nothing is ‘free’, goes Joy’s argument; when a brand advertises on an FTA MUMBAI channel, its spend elsewhere, say, on a pay channel, be it a general entertainment or 302, Makani Center, 3rd Floor, Off Linking Road, Bandra (W), sports or news channel, shrinks. By that logic, Dangal is competition to them, as they Mumbai-400050. are to Dangal, he insists. In the near future, Manish is planning to enter the competitive OTT space, with SUBSCRIPTION ENQUIRIES [email protected] his own subscription-based, video-on-demand platform. In the meanwhile, sit back and read all about how Dangal became a force to reckon with in recent times. Owned by Banyan Netfaqs Pvt Ltd and Printed and Published by Sreekant Khandekar, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110063. Printed at Artz and Printz 208 DSIDC Sheds, Okhla Industrial Area, Phase 1, New Delhi-110020. Ashwini Gangal [email protected] CONTENTS 22 ODOMOS Spray it Like Kids Vineet Jain, head of marketing - home care, Dabur India, talks about the new Odomos Spray ad. 23 VIKATAN 23 MARS WRIGLEY Time to Building Restructure Connections The Tamil Nadu- Is sharing post-dinner based magazine paan good? Let’s see group is shelving what a survey by a four periodicals, says global confectionery MD B. Srinivasan. giant says. afaqs! Reporter, September 16-30, 2 0 1 9 5 2016/-(inclusive taxes). 3495/-(inclusive taxes). ADVERTISING ROYAL ENFIELD BULLET Zoom Away The latest ads target Uttar Pradesh, Punjab and Kerala. By Ananya Pathak “The films reflect resilient, enduring characters and the unwavering spirit picturesque landscape, a of the motorcycle rocky terrain, a leather jacket and its riders.” Aor biker’s suit, a race track, a magnificent soundtrack... boom... SHUBHRANSHU you have cracked the code for a motorcycle commercial. But not for SINGH the latest campaign - #MyBullet - by Chennai-headquartered motorcycle brand Royal Enfield. The three, brand. A soldier riding a Bullet is 30-second films released as part of this something like that, which the brand campaign are, instead, ‘an-everyday- has retained over time, failing which rider’ story of a soldier, a not-so-boho it may risk losing relevance among working woman and a doctor. the core users. The campaign is The ad films that hinge upon the cutting the stereotype and gender tagline ‘Ye Bullet Meri Jaan’ were bias and at the same time, retains launched with the introduction of a surge in financially independent The proposition and the lead identifier. This is something six new colours of the Bullet 350. women who wield purchasing communication narrative for the that not many bike brands have Shubhranshu Singh, global brand power, afaqs! Reporter asked Singh campaign was built in-house by done, at least successfully. Even the and marketing head, Royal Enfield, how much brand preference comes the brand. Black or White Brand soldier riding the Bullet has a purpose says that the campaign aims to from them. “Women are not just Communications, a Mumbai-based unlike previous ones, which merely celebrate the values that have come passive decision makers, but are marketing communications agency, juxtaposed the soldier and the bike.” to represent the Royal Enfield Bullet active riding enthusiasts as well. was a part of building the expression Navin Kansal, chief creative officer, and those who ride it. “The films There are hundreds of riding clubs and production of the campaign. 21N78E Creative Labs, feels that the reflect resilient, enduring characters across the country and women form a Sartaj Jaffri, CEO, Black or White soldier proposition is pretty much and the unwavering spirit of the tried and tested territory. But, given motorcycle and its riders. These are the legacy and the association that people who march to the tune of The ads that hinge upon the tagline ‘Ye Bullet the Bullet has with the Indian Army, their own heartbeat.” Meri Jaan’ were launched with the introduction it’s, perhaps, par for the course. The campaign is running in select About the latest film by Royal markets, namely Uttar Pradesh, of six new colours of the Bullet 350. Enfield, he proposes that maybe a Punjab and Kerala. Singh says that the more goosebumps-inducing storyline geographical focus of the campaign could have been explored, instead across these three states mirrors the notable part of many of these groups. Brand Communications, says over of the typical duty-calls-time-to-go three largest markets for the Bullet in Women have been participating in telephone that the brief given by the theme. terms of contribution. enthusiastic numbers across all our brand for this campaign was to use “The idea and execution is classic “Today, we have over three-and- marquee events and rides, such as the launch of Bullet’s new range to Bullet territory - the unwavering a-half million Royal Enfield riding the Himalayan Odyssey and Rider reinforce and amplify the resilient spirit, looking to reinforce what the enthusiasts in the country... we don’t Mania,” he says. character of the Bullet. bike stands for. Personally, I found compete with anyone. We have a While the film featuring the woman the film with the girl student who is different take on motorcycling and rider and the one featuring the soldier EXPERTS SPEAK not the least bit intimidated by the build simple, pared down motorcycles are meant only for digital, the one Says Rahul Vengalil, founder of male gaze, to be more striking and that offer tremendous immersive fun with the doctor protagonist is specific digital agency WhatClicks, “The one that gelled better with ‘The New and are yet accessible to all,” he adds. to Kerala and will air on television Bullet is an iconic brand and there Range’ proposition.” n Since the country is witnessing only in that state. are certain core identifiers for the [email protected] 8 afaqs! Reporter, September 16-30, 2 0 1 9 MARKETING CENTER FRESH A Breath of Fresh Air The brand is looking to ‘upgrade’ price points for gum. By Abid Hussain Barlaskar he latest addition under Perfetti Van Melle India’s T(PVMI) Center Fresh brand name is ‘Center Fresh 3 Layer Gum’. A combination of a cooling fondant layer sandwiched between two layers of gum, it will be available in Peppermint and Strawberry flavours at a price of `5 (for four gums). The product will also be available in a sugar-free variant, priced at `25 (pack of seven gums). For the first time, Center Fresh diverted from gel-filled gum with its 3 layer mints (offered in `10 cases) in late 2018. This was followed the Indian cricket team. This was a great price point for consumers. by the latest 3-layer gum variant.