November 1-15, 2018 Volume 7, Issue 10 `100 SEXUAL HARASSMENT Statistically Speaking Men accused in the Indian #MeToo movement were 35-44 years old when they committed the offence. Three out of four live in Mumbai. #METOO Nearly half of them are repeat offenders. #METOO #METOO #METOO 16 #METOO #METOO #METOO #METOO RAHUL JAUHARI #METOO #METOO JOINT PRESIDENT #METOO #METOO REDIFFUSION #METOO #METOO #METOO #METOO #METOO #METOO Subs riber o yf not or resale 12 11 PLUS SAVLON Taking the Emotional Route 6 POCKET ACES Winning Big 23 MOVEMENTS/APPOINTMENTS LAVIE, CAPRESE, BAGGIT TITAN 7 MASTERCARD War of the Handbags Redefining Masculinity Educating the Elderly Who’s Where 26 Can posing celebrities be a The brand’s latest campaign Cashing in on the cashless ‘strategy’? breaks the ‘macho’ myth. movement. AWARDS Bronze Partner: eol This fortnight... Volume 7, Issue 10 ew months back, I watched a YouTube interview of a Hindi film actress EDITOR Sreekant Khandekar F – I think it was Swara Bhaskar – during which Harvey Weinstein and PUBLISHER November 1-15, 2018 Volume 7, Issue 10 `100 the #MeToo movement in Hollywood came up as a subject of discussion. The Sreekant Khandekar SEXUAL HARASSMENT interviewer wanted to know whether India would see a similar movement. The EXECUTIVE EDITOR Statistically Speaking interviewee said she didn’t think so. Ashwini Gangal Men accused in the Indian #MeToo movement were 35-44 years old when ASSOCIATE EDITOR they committed the offence. Three out of Sunit Roy four live in Mumbai. #METOO Nearly half of them I’m sure she’s delighted to have been proven wrong in her prediction. The are repeat offenders. PRODUCTION EXECUTIVE #METOO #METOO #METOO movement has come to our shores and how. Women from the media and Andrias Kisku 16 #METOO #METOO #METOO #METOO entertainment industries have spoken out against people who’ve harassed them in RAHUL JAUHARI #METOO ADVERTISING ENQUIRIES #METOO JOINT PRESIDENT #METOO #METOO REDIFFUSION #METOO #METOO the past, and continue to speak out every day. That this would be the topic of our Shubham Garg #METOO #METOO #METOO 81301 66777 (M) #METOO cover story this fortnight was certain. After all, many of the names that came up in this context belong to the Indian advertising and media industries – they are people Apoorv Kulshrestha 12 11 PLUS 9873824700 (M) SAVLON Taking the Emotional whose professional movements and work we have followed and covered for years. Noida Route 6 POCKET ACES Winning Big 23 What we weren’t sure about was what exactly to write. Nikhil Jhunjhunwala MOVEMENTS/APPOINTMENTS LAVIE, CAPRESE, BAGGIT TITAN 7 MASTERCARD War of the handbags Redefining Masculinity Educating the Elderly Who’s Where 26 9833371393 (M) Can posing celebrities be a The brand’s latest campaign Cashing in on the Cashless ‘Strategy’? breaks the ‘Macho’ myth. Movement. Mumbai We asked many women, employed with media firms, their opinions on the [email protected] matter: Why do you think so many cases pertain to people from our industry, as MARKETING OFFICE compared to others? Is it because we’re a noisy, social media-friendly fraternity? If B 3, Ground Floor, Sector 4, Noida -201301 Uttar Pradesh someone harassed you, would you go to the internal committee in your organisation or take to social media? Do these reports surprise you? They spoke to us freely, but MUMBAI 302, Makani Center, 3rd Floor, requested anonymity. Alas, we didn’t have a concrete narrative. Off Linking Road, Bandra (W), Mumbai - 400050 That’s when it hit us: We ought to look at the data so far. When opinions about a SUBSCRIPTION ENQUIRIES sensitive issue surround you, it’s best to stick to the facts. So we decided to enumerate [email protected] the people whose names have appeared in the media. We drew up a chart with some Owned by Banyan Netfaqs Pvt Ltd and basic details about these people. This list then helped us make inferences about the Printed and published by nature and background of the typical sexual harasser... and the power dynamic at Sreekant Khandekar, at 7-A/13, Ch. Ratan Singh Complex, play here. Jawala Heri Market, Paschim Vihar, New Delhi-110 063. Printed at Artz and Printz 208 DSIDC Sheds, Okhla Industrial Area, Phase 1, New Delhi - 110020 Ashwini Gangal Cover Illustration [email protected] Deepesh Singh CONTENTS 20 AIRTEL TV A Musical Ode The brand recognises efforts of the unsung heroes of Durga Pujo. 10 4 13 INTERVIEW Suparna Singh On launching NDTV Hop, Singh says the idea behind the ‘world’s first made-for-mobile 8 live channel’ was to create a VICKS ARROW HINDI MEDIUM part of NDTV that Gen Z has Another True Story Celebrating 25 years Lost without Print a direct connect to, instead of P&G warms the cockles of our #BestIsYetToCome features Hindi print reigns over TV a surround connect. heart with this Vicks spot. an 82-year old protagonist. in Bihar. afaqs! Reporter, November 1-15, 2 0 1 8 3 e ARROW Celebrating 25 years in India The apparel brand creates a campaign with an unconventional model. By Deepashree Banerjee elebrating 25 years of being shirt makers, Men’s formal Cwear brand Arrow (part of Arvind Fashions) released a digital film - The Best Is Yet To Come. Conceptualised and executed by Arrow’s AOR - What’s Your Problem Brand Solutions - the film, following a route less travelled, encourages retired professionals to do their best each day and stop at nothing. O.P. Khanna, the “model” in the film, was a hardcore corporate professional who often worked 18 hours a day. While he had limited exposure to the film industry, he maintains, “Several IITs and MNCs I worked with in the past made documentaries on me, but they were quite different. A full-blown film is a different ballgame altogether.” Arrow, as the brand claims, is the philosophy. The agency spent a Khanna, a graduate engineer for professionals who have a similar good couple of months contacting from IIT Kharagpur and post-grad belief system. “Going forward, we various corporate achievers who had from Halle, Germany, hails from would like to connect with other such retired in the early 90’ and spent hours Bangalore. Being a perfectionist, professionals (like Khanna) and dress meeting or interviewing the few they Khanna wanted to be thorough with them up in Arrow as well. We would found before actually zeroing in on the script. Although he would miss a also open this up to our customers Khanna. “Every meeting with him word during takes (particularly in the and fans who share their stories and was inspirational. That’s when we drawing room scene) and ad-libbed personal journeys and probably pick knew his story was the one to share,” here and there, a modest Khanna the best ones to dress them up in shares Akali. praises the director for maintaining Arrow too,” Dhingra adds. What about the age demographic? his patience. What if millennials fail to get the So, does the insight actually cut THE TAKEAWAY brand message right in this recent spot across age groups, demographics and FROM THE BRIEF... and move to a rival brand instead? professions? The creative brief to the agency Akali responds, “The philosophy “It stems from the endeavour to be was to create a campaign that is “Several IITs and of #BestIsYetToCome is relevant a better version of ourself, to reinvent, beyond showcasing seasonal looks; MNCs I worked to working professionals of all ages. to be forward-looking, and to strive for to develop a campaign that has When you’re young and starting off, new successes even though we may an emotional connect with the with in the past made you are extremely positive and look have achieved something significant consumer. forward to achieving your best. At the in the past,” says Sumit Dhingra, “The campaign began with documentaries on same time, it’s a philosophy that keeps COO, Arvind Lifestyle Brands. communicating the brand heritage me, but they were you going even at the later stages of Dhingra continues, “A young in store windows through a timeline your career. The big achievers are the person who has just started his career visual mapping the key milestones quite different. A ones who don’t rest on their laurels, or a CEO at the pinnacle of his, will of the brand from 1851 to 2018. full-blown film is a irrespective of age. And, those are the equally resonate with this thought. The ATL campaign was focused on people that millennials look up to.” Arrow is for the working professional print and OOH advertising on the different ballgame The spot ends with a note revealing altogether.” that the brand made an attempt to The film, #BestIsYetToCome, features dress up other professionals too, as an 82-year old protagonist. O.P. KHANNA part of the campaign. At the same time, there was also with the core audience being 28-45 new positioning of ‘The Best Is Yet the criteria that individuals had to years, who is always looking for new To Come’, were released nationally communication had to come from have retired before Arrow came to challenges and opportunities to do in key markets. This was followed there - from events, activations or India in the early 90’s. “Which is better. Hence, they will connect with by celebrating 25 years of Arrow print ads,” Akali states. what made it so difficult - some of the thought behind - The Best Is Yet India with the digital film that has Akali mentions and adds that the people we contacted had retired To Come.” been released,” informs Amit Akali, finding people who had retired 25 much later,” Akali says, adding, “The The campaign is about celebrating founder and chief creative officer, years ago, who were still active and shooting process was extremely professionals who aim to make each What’s Your Problem.