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PEPSI
Now or Never
Youthful irreverence gets
a new platform.
12
AXIS BANK
Progressive Thought
March together to success,
is the message.
34
INTERVIEW
Rajan Anandan
Google Indias MD on
mobiles, SMEs and digital.
36
OBITUARY
Fabian Gonsalves 22
CNBC-TV 18
Dream Big 32
IRS Q3 2012
Progress Report 43
VIA.COM
Vying for Attention 47
With the launch of three
channels in quick succession,
the childrens genre is suddenly
bursting with excitement.
`100 February 16-28, 2013 Volume 1, Issue 19
EDITORIAL
5
afaqs! Reporter, February 16-28, 2013
Volume 1, Issue 19
This fortnight...
28
PEPSI
Now or Never
Youthful irreverence gets
a new platform.
12
AXIS BANK
Progressive Thought
March together to success,
is the message.
34
INTERVIEW
Rajan Anandan
Google Indias MD on
mobiles, SMEs and digital.
36
OBITUARY
Fabian Gonsalves 22
CNBC-TV 18
Dream Big 32
IRS Q3 2012
Progress Report 43
VIA.COM
Vying for Attention 47
With the launch of three
channels in quick succession,
the childrens genre is suddenly
bursting with excitement.
`100 February 16-28, 2013 Volume 1, Issue 19
EDITOR
Sreekant Khandekar
PUBLISHER
Prasanna Singh
SENIOR LAYOUT ARTIST
Vinay Dominic
PRODUCTION EXECUTIVE
Andrias Kisku
ADVERTISING ENQUIRIES
Rahul Puri, (0120) 4077833, 4077866
Noida
Arunima Bhattacharya, (022) 40429702-5
Mumbai
mktg@afaqs.com
MARKETING OFFICE
B-3, First Floor, Sector-4, Noida-201301.
Tel: (0120) 4077800.
MUMBAI
501-502, Makani Center, 5th Floor,
Off Linking Road, Bandra (W),
Mumbai - 400050
Tel: +91-22-40429 709 - 712
BENGALURU
S-1, New Bridge Corporate Centre,
777 D, 100 ft Road, Indira Nagar,
Bengaluru - 560038, India
SUBSCRIPTION ENQUIRIES
Akhilesh Singh, (0120) 4077837
subscriptions@afaqs.com
Owned by Banyan Netfaqs Pvt Ltd and
Printed and published by
Prasanna Singh,
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.
Cover Illustration
Tifn Box
INTERVIEW
Harris and Barua
Rana Barua and Colvyn
Harris on Contracts future.
POV
Movie Sequels
Do sequels of successful lms
indicate a state of creative
bankruptcy?
39
ADVERTISING
Dont Miss the Logo
Why are so many TVCs
overowing with logos?
The brand invites customers
to write the script this time.
40
AFAQS! EVENT
Owning Brands
PL US
KIT KAT
Baby Break 22
LIFEBUOY
Food for Thought 25
GENOMUSIC PROJECT
Musical Experiment 34
COCA-COLA
Happiness on the Go 38
TTN-THEONEALLIANCE
It is a Deal 38
HOMESHOP18
Photo Op 44
16 18
HYUNDAI I10
Play Your Script
Sreekant Khandekar
sreekant.khandekar@afaqs.com
14
CONTENTS
DONT MISS THE LOGO
How does a brand
owner go about
building brands?
T
here are two ways of looking at the explosion of interest in the childrens genre
on television:
Reaction One: Is there place for so many channels?
Reaction Two: How come this didnt happen earlier?
It seems to me that considering the several hundred million children in India,
the number of channels trying to tempt them will only grow. Digitisation has made
a number of special interest genres viable in business terms and the childrens slot is
among the most interesting.
The share of the childrens genre inched up in 2012 and as the content offering
keep widening, we can expect that trend to continue for at least the next couple of
years. This might tempt brands that are aimed at grown-ups to advertise on childrens
channels more often (though, of course, some channels permit only brands targeted at
children). Within the wider genre, each channel has a special way of looking at kids
and segmentation is already developing pretty sharply.
The entry of new players will lead inevitably to the demand for more programming.
This brings us to the question of which of the two types will do well: animation or live
action. Broadly speaking, animation appeals to younger childrens desire to disappear
into another world while live action works better with older children.
When childrens channels rst appeared on Indian television sets, the programming
was entirely foreign animation. Over time, some live action has appeared but
animation dominates. It took a long time for Indian animated characters to make their
entry but now that they have, they are gaining ground. Several investors have placed
their bets on creating Indian superhero characters, for example. However, animation is
a notoriously slow and expensive business to build so all this will take time.
Many things are still unclear but what one can still say with uncertainty is that
Indian children are going to get spoilt for choice.
Powered By:
T
he 4th Dainik Bhaskar
India Pride Awards were
recently held on January 28,
2013 at Hotel Oberoi, New Delhi.
M. Veerappa Moily, Minister of
Petroleum and Natural Gas, who
was the Chief Guest for the awards
ceremony, presented the awards to
all the winners. The other promi-
nent personalities, who attended the
occasion, were Jyoti Narain, execu-
tive director, Wital See Marketing,
Kunwer Sachdev, MD and CEO,
Su-Kam Power Systems, Ramesh
Chandra Agarwal, chairman, Dainik
Bhaskar Group and Girish Agarwal,
director, Dainik
Bhaskar Group.
A total of 28 awards
were distributed, hon-
ouring the winners
in various categories
including the Central
and State PSUs, Social
Change Agent, Impact
Creator-Civil Servant,
Best Creative for PSUs,
followed by the Life
Time Achievement
Award. The winners
can be seen on www.
dbindiaprideawards.
com.
Dainik Bhaskar
India Pride Awards
are held every year since 2009, to
acknowledge and honour the con-
tributions of PSUs, both Central
and State-based, in their respective
sectors. The awards, one of its kind,
are validated by a thorough jury
process, supported by recommenda-
tions from the rating agency ICRA.
The event, which started with the
participation of only Central PSUs
in 2009, spread its scope to honour
the work of state-owned PSUs, in its
following year.
In the third year, a new dimen-
sion was added in the form of
two new categories namely, Social
Change Agent and Impact Creator-
Civil Servant.
The objective was to recognize
individuals from the society who
have contributed through distin-
guished, courageous work, resilience
and determination, for the better-
ment of the society, across various
elds. Now, in its latest edition,
another innovation was added in
the form of a new category - Best
Creative for PSUs.
Jaideep Dhagat, senior general
manager and national head, Govt.
Business, Dainik Bhaskar Group,
said Dainik Bhaskar
Group is known for
innovations and with
every installment of
India Pride Awards,
a new innovation has
been every year.
He further added
that, the Dainik
Bhaskar Group believes in diversi-
cation and aims to cover the entire
nation through its agship property,
India Pride Awards, acknowledging
institutions and individuals for their
distinguished services, from all sec-
tors and regions.
Ramesh Chandra Agarwal, chair-
man, Dainik Bhaskar Group lauded
the efforts of PSUs, for their con-
tribution to the Indian economy,
adding that both the Central and
State PSUs are doing a tremen-
dous job. Dainik Bhaskar Group was
launched in 1958.
You cant do marketing
from the corner office. Our
country changes every 50
kilometres. It is essential
to witness the change and
share your consumers
experiences. The open road
is a better classroom.
MAYANK PAREEK, MANAGING EXECUTIVE DIRECTOR, MARUTI,
SPEAKING TO ET ABOUT THE LESSONS ON MARKETING.
DAINIK BHASKAR
Starbucks> US-based Starbucks Coffee Company and its
Indian partner, Tata Coffee, recently inaugurated a roast-
ing and packaging plant in Karnataka, that will cater to the
domestic, as well as select overseas markets. The plant
is located at Kushalnagar in Coorg. This facility is spread
across 8,258 sq ft and has an installed production capac-
ity of 375 MT. The plant has three major sections - green
coffee storage and handling, roasting and packing and
dispatch. Tata Starbucks has opened its 7th outlet in the
country at Connaught Place in New Delhi.
TLC> TLC, the lifestyle channel, has partnered with Taste
of Mumbai, to celebrate great taste with finest cuisines,
world class wines, live demos, food, drink and more. Taste
of Mumbai is part of the Taste Festival, held across the
globe and will be held between February 22-24, at Marine
Drive. TLC has launched an exciting contest based on world
cuisine for its viewers, to promote the festival.
Hungama Digital>
Hungama Digital
Media Entertainment
has got into a JV with Gameshastra, to launch a gaming
company. This alliance brings to the table, Hungamas
strengths in digital entertainment, mobile and online gaming
and Gameshastras expertise in game development, to
deliver localized games, across platforms. Under the JV,
Gameshastra will bring their exclusive IP across various
genres like Bollywood, celebrities, sports and lifestyle, in
console gaming and for the iOS and Android platforms.
lsi|e Fr|ie weri:
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Sponsored by
Firefox> Firefox has expanded its range
of bicycles in India, by introducing the Tern
brand of portable bicycles. Three Tern
foldable cycles, namely, the Link C7, Joe
C21 and the Joe D24 have been launched at Rs 28,670, Rs
30,770 and Rs 38,640, respectively. The user can fold the
pedals, undo the quick release on the seat position and swing
the front wheel 180 degrees. Tern sells its folding cycles in
countries such as the US, China, Finland and UK.
Nokia Lumia> To promote Lumia 920, Nokia has
launched a massive campaign where volunteers, dressed as
members of the Lumia army, felicitated the retailers. These
soldiers marched in to the stores and asked the retailers to
become the commanders of the Lumia army and lead Lumia
920 in the market. The retailer was further adorned like an
army commander with an army hat, medals and a sash.
Vespa> The two wheeler brand, Vespa, from the stables of
Piaggio Vehicles has erected an innovative installation at the
Mumbais Kala Ghoda Arts Festival 2013. It showcases the
birth of Vespa in an artistic form and draws inspiration from
its origin the wasp. It brings out the similarity in form,
that the Vespa shares with the wasp, by an amalgamation of
unique attributes such as downward sloping engine ~ curved
abdomen of the wasp, steering rod ~ antennae and front
mudguard ~ head of the wasp.
QUOTE OF THE FORTNIGHT
Hungamas
strength in digital
entertainment
meets
Gameshastras
expertise in
localized games.
M
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6 afaqs! Reporter, February 16-28, 2013
A total of 28
awards were
distributed,
honoring winners
in various
categories.
Z
ee TV has ended its more
than a decade long content
partnership with the Asian
Television Network (ATN) in
Canada.
Zees agreement with ATN
ends on January, 31. Until now,
the Canadian broadcasting company,
ATN distributed eight hours of Zee
content on its network. Last year,
Zee removed its movie channel,
Zee Cinema, from
this partnership;
the channel is now
available 24x7 in the
region.
Zee has now come
together with Ethnic
Channels Group
(ECG), a Canada-
based television
b r o a d c a s t i n g ,
distribution and
c o mmu n i c a t i o n s
company, to launch
the 24x7 channel,
Zee Canada. Though
the prime time
programming on the
channel will be the
same as that of Zee
US, the other slots
will have Punjabi and
English content to
suit the demographics
of Canada.
With this, the
network will now
offer six channels in
all, available round
the clock in Canada
through ECG,
including ETC Punjabi, Zing, Zee
Salaam, Zee Tamizh, Zee Cinema
and Zee TV Canada from Feb 1.
Zee TV Canada will depend on
both subscription and advertising for
revenue.
Suresh Bala, CEO, Zee
America, says, The impact and
growing importance of the South
Asian diaspora in Canada cannot
be overstated. With the launch of
Zee TV Canada, we are now in a
position to address this signicant
opportunity.
In an official communiqu,
Slava Levin, co-founder and
CEO of Ethnic Channels Group
says that the availability of Zees
programming repertoire will be an
opportunity for the
audience.
As the largest
di stri butor of
international TV in
Canada, the launch
of Zee TV is a great
addition to our group,
says Hari Srinivas,
president, Ethnic
Channels Group.
Interestingly, Zee
was the rst Indian
network to tie up
with ATN in 2001.
Meanwhile, ATN
has also recently
announced the launch
of its high-denition
feed.
In July 1998,
Zee TV expanded
its presence in the
international space by
establishing itself in
American households,
reaching more than
two million viewers.
For the record, ECG
currently owns and
operates 46 television
channels. It also distributes various
foreign services, acting as the ofcial
distributor on the broadcasters
behalf.
Meanwhile, after the removal of
Zee TV from the bouquet, ATN
distributes about 35 television
channels in nine languages.
Hathway/ Bhaskar Multinet> Bhaskar Multinet is now
a fully-owned subsidiary of Hathway Cable and Datacom,
after the Dainik Bhaskar Group recently sold its 49 per cent
stake in the company, to Hathway. Hathway had owned a
controlling stake in the company, which operates in parts of
Madhya Pradesh, Chhattisgarh and Rajasthan,
since 2008. The operations of the company will
remain the same.
There are many authors who
want to come to the market
but dont have the opportunity
with traditional publishing
houses. We get a lot of
manuscripts every month.
So we know theres a huge
writing community here.
ANDREW PHILLIPS, CEO AND PRESIDENT OF PENGUIN GROUP (INDIA)
EXPLAINING THE LAUNCH OF PARTRIDGE SELF-PUBLISHING IN INDIA IN
MINT.
QUOTE OF THE FORTNIGHT
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Sponsored by
ESS/Hero Hockey India League>ESPN STAR Sports,
the official broadcaster of Hero Hockey India League, has
announced a comprehensive line-up of global syndication
partners that are showcasing the tournament in more than
83 territories worldwide. The inaugural edition of the league
is being broadcast on STAR Sports and STAR Cricket, in Hindi
and English respectively. Fox Sports from Australia, Sky
Sports from New Zealand and Ten Sports in Pakistan, SE Asia
and MENA region are showcasing live coverage of HHIL.
English GEC Genre> Most channels in the English
GEC genre have grown significantly, during the transition
from analog to digital, in the metros. The genre has seen a
growth of close to 0.04 percentage points, with a current
genre share of 0.29 per cent (C&S 25+, All India 1mn+).
However, pre-DAS (Digitable Addressable System), the
average genre share was 0.25 per cent (Week 33-43), which
increased to 0.28 per cent, post-DAS.
ZEE TV/ATN
Sambad>Odisha-based Eastern Media, publishers of
Sambad newspaper, will organise a media and entertainment
conclave, to promote the industry in the eastern region of the
country. Titled Media and Entertainment - National Conclave
2013, the one day conclave will take place on February 22
at Mayfair Convention, Bhubaneswar. Some of the topics
of discussion will include - Expansion of FM Radio in Small
Cities, How Does Print Media Tackle Low Readership among
Current Generation, Media for the Next Decade is Social
Media, and Today, brands are created to be sold.
National Duniya > Hindi daily, National Duniya has
merged some of its supplements with the main issue, while
others have been slimmed down. The newspapers Sunday
magazine, which was a 48-page pullout, will no longer be
in a magazine form, but will be a 4-page broadsheet, along
with the main issue. Its other supplements, Young March
and Bachchon ki Duniya, will be merged and published every
Thursday in a tabloid form. Indradhanush and Humsafar
supplements have been merged with the 16-page main issue.
Delhi Press> Delhi Press is all set to launch a science and
technology magazine. Titled Periscope, it will be circulated
free of cost, along with The Caravan. The company claims
that the title will have an initial print run of 45,000 copies and
will have 80 plus pages. The bi-annual magazine will follow
a narrative style of writing, similar to that of The Caravan.
Its target audience comprises the elite class, including trend
setters, decision makers and opinion leaders. It will feature
science and technology stories from around the world.
The New Delhi
based Hindi
daily undergoes
a change in
packaging.
M
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8 afaqs! Reporter, February 16-28, 2013
The channel
will have the
same prime time
content as that
of Zee US, while
the other slots
will have Punjabi
and English
programming
to suit the
demographics of
Canada.
SALUTI NG THE ZEAL OF BRI NGI NG ABOUT A CHANGE.
They bare the truth, expose inefficiency and highlight the social
ills to bring about a positive change. The Citizen Journalist
Awards is an initiative to honor these Change Agents whose
efforts are paving the way for a robust India.
CNN-IBN:
Sat @ 9.30 PM
IBN7:
Sun @ 5.30 PM
Watch the Winners Specials (16
th
Feb - 3
rd
Mar, 2013)
An IBN Network initiative
Presented by:
Outdoor Partners:
IBNCJ.com
IBN-Lokmat:
Sun @ 6.30 PM
> Kerala based Black Swan India, has won the
creative duties of Media One, the upcoming Malayalam
GEC, that is operated by Madhyamam Broadcasting. The
agency won the account after a multi-agency pitch and will
now be responsible for devising a 360 degree campaign,
predominantly comprising print, outdoor and activations, covering Kerala as well
as other markets. Media One TV is headquartered at Kozhikode, Kerala with news
bureaus in New Delhi, Dubai, Riyadh, Thiruvananthapuram, Kochi and Malappuram.
> Nissan has appointed TBWA as its global
marketing agency, for brand Datsun, that is slated
to return to the markets in 2014. The mandate
was awarded after a multi-agency pitch. TBWA will
handle all the communications for Datsun, that will initially be launched in the markets
of Russia, Indonesia and India. It will develop Datsuns communications strategy,
its global launch and local market activations. TBWA offices of Mumbai, Moscow and
Jakarta will handle the campaigns, in their home countries.
> Swedish defence and security solutions
provider, Saab Technologies, has appointed
Crayons Advertising as its creative agency,
in India. The multi-agency pitch began in June,
2012. Crayons will handle all communication for
Saab, except television; it will handle print, online advertising and events. According
to Saab, the agency was chosen because of its extensive experience, appreciation of
defence processes and safety and security concepts, in the creative ambit. Saab was
set up in 1937 and the first Saab aircraft took to air in 1940.
Something fundamental has
happened in advertising in the
last six years, which is more
than a trend; its a sea of
change. Strategically accurate
ads, but with a tendency to be
boring, are finding it harder
to deliver commercially.
DONALD GUNN, FOUNDER, THE GUNN REPORT, ON THE CHANGES IN
COMMUNICATION, IN BRAND EQUITY.
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Sponsored by
T
he Consumer Complaints
Council (CCC) of the
Advertising Standards
Council of India (ASCI), has upheld
complaints against 11 out of 19
advertisements, in November, 2012,
for spreading misleading information
through ads. The advertisements
pertain to different domains, such as
health care, personal care and con-
sumer durables.
According to the ASCI, the upheld
ads were for brands such as Diwan
Chand Imaging & Research Centre,
Maruti Herbal, Emami, Amra
Remedies, Silvermaple Healthcare,
CADD Centre
Training, Luminous
Water Technologies,
Bajaj Electricals,
Havells India and
Dainik Bhaskar Group.
The advertise-
ment of Signal Cavity
Fighter toothpaste was
not directed to con-
sumers in India, and
hence, the complaint
against this advertise-
ment was outside the
purview of ASCI.
Emami got into trou-
ble for asking in its ads,
to take Himani Sona
Chandi Chyawanprash
every day, for a strong
body and razor sharp mind, claiming
that Gold removes toxins to boost
immunity power, Silver activates
neurons to enhance memory and
concentration, 51 rare herbs protect
from weather changes, pollution and
general illness. CCC ruled that the
advertiser should provide support-
ing technical submission, details of
tests/trials conducted, with compara-
tive data, in substantiation of these
claims.
Luminous TVC stated that
Livpure Water Purier gives Duniya
Ka Sabse Shudh Pani. Kent Water
Puriers last campaign was based on
the key proposition that Kent pro-
vides Duniya Ka Sabse Shudh Pani.
This has been consistently carried
out in all its communication mate-
rial, since 2011. According to CCC,
Luminous was blatantly copying the
same proposition, in a gross viola-
tion of Kent Water Puriers brand
property.
Bajaj Water Heaters advertise-
ment claimed it as Indias No. 1
water heater. It claimed that the heat-
ers come with powerful heating coil
that helps heat water 50 per cent fast-
er than any other water
heater. These claims
were not substanti-
ated with scientific
evidence, comparative
analysis data, and safety
data, along with appro-
priate support data.
Dainik Bhaskars ad
compared the Patrika
unfavourably on the
basis of net paid cir-
culation, in the city of
Bhopal. However, the
basis for the claim was
not shown in the adver-
tisement. The ad was,
therefore, withheld by
the CCC.
During the month
of November, the CCC also received
complaints against seven other
advertisements, including Emamis
Himani Fast Relief, Ranbaxy
Laboratories Revital Capsules,
Cure Spects Eye Care, LOreal
Indias Inoa Hair colour, Parles
Parle Londonderry, Micromaxs
Ninja 3.5 and Ninja 4, and Dabur
Indias Dabur Chyawanprakash
Sugar Free. However, as these
advertisements did not contravene
ASCIs codes or guidelines, the com-
plaints were not upheld.
ASCI
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QUOTE OF THE FORTNIGHT
1 0 afaqs! Reporter, February 16-28, 2013
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Adfest 2013> Five Indians from the advertising
fraternity have been invited to be part of the jury
of AdFest 2013, to be held during March 17-19, at
Pattaya, in Thailand. These include Bobby Pawar, CEO and
managing partner, JWT India; Santosh Padhi, chief creative
officer and co-founder, Taproot India; Manesh Swamy,
associate creative director, Hungama Digital Media; Hozefa
Alibhai, managing director, Gobsmack; and Rahul Mathew,
executive creative director, McCann.
Gunn Report> McCann WorldGroup executive chairman
and CEO Prasoon Joshi, also a member of the Global Creative
Council, has become the first Indian to don the role of editor
for The Gunn Report. The annual report is a global index of
creative excellence in advertising and compiles successful
print, TV and digital ad campaigns of the year, by going
through important award contests across the globe, to set up
worldwide league tables for
the advertising industry.
Whirlpool Corporation> American home appliances
giant, Whirlpool, is currently scouting for a creative agency.
The process is underway in Delhi. Currently, the creative
mandate is split between Draftfcb Ulka and Contract
Advertising. Lodestar Universal has been Whirlpools long
standing media agency. A few years ago, Ignitee Digital
Solutions was appointed to work on Whirlpools branding
across online media, mobile, social media and e-commerce
platforms.
>>ACCOUNT MOVEMENT
The upheld
advertisements
pertain to
different
domains such
as health care,
personal care
and consumer
durables.
P
atience was crowned as the mother of
virtues, till it was overtaken by the era of
instant gratication. Reecting this very
sentiment, Pepsi has launched a new campaign
that celebrates impatience, a characteristic feature
of todays youth.
Titled Oh Yes Abhi!, the campaign encourages
youngsters to seize the moment at hand. The
90-second TVC brings actors Ranbir Kapoor
and Priyanka Chopra and cricketer M S Dhoni
together, for the very rst time. The lm captures
them in their respective moments of impatience,
while the new anthem plays in the background.
The brands ATL efforts will be supported by
radio, digital, on-ground and outdoor initiatives.
Deepika Warrier, vice-president, marketing,
beverages, PepsiCo India, explains that with Oh
Yes Abhi! the brand wanted to convey the message-
Live for the present as tomorrow is too late.
While the insight is meant to reect the spirit
of todays youth, the ad almost condones --
if not advocates - impatience. While avoiding
procrastination and vowing to do it now is a
positive suggestion, could glorifying impatience
send the wrong message to todays adolescents?
Surjo Dutt, executive creative director, JWT
India (the creative agency that has crafted this
campaign) defends, Pepsi is not a guru; its a
mirror that reects what the youth are feeling
already. Impatience is already a virtue for them.
EDGY IDEA?
T
he attempted larger-than-life creative
execution is being appreciated. According to
Dheeraj Sinha, chief strategy ofcer, Grey, South
and Southeast Asia, the ad is well-shot and utilises
the three celebrities in a casual and seamless
manner. There is certainly a trademark Pepsi
energy to the idea and the spot, he says.
Experts are, however, quick to notice that
the insight is not entirely new. Sinha critiques,
Impatience is a universal youth trait, irrespective
of generation or culture. That gives the ad a seen
before feel. The ad particularly reminds Sinha of
Airtels campaign for its broadband service, which
said Impatience is the new life.
JWTs Dutt elds, Well, contexts change
but some youth realities never do. The whole
impatience theme was
so blindingly true, that
we just had to go for
it. I feel no shame in
picking up a youth
emotion that has been
picked up by other
brands before.
FROM JUST DO
IT TO DO IT
NOW
Y
ears back, Nike
said Just Do
It. Today, Pepsi encourages youngsters to Do
It Now. Does this insight work for the cola
giant? For Ashish Khazanchi, NCD and vice-
chairperson, Publicis Ambience, the ad is like a
frothy, impulsive, bubbly rendition of the Just Do
It concept. Its a bit like going back to the good ol
days of energetic, frothy goodness, he observes.
As a lay consumer, Khazanchi loves the ad, but
the creative professional in him nds a loophole or
two. While this ad has got its moments, its an all
execution, all moods, all faces kind of approach,
says Khazanchi, pointing out that the characters
are not doing anything elevating or redeeming
as human interest ads with deeper storylines
typically do.
ashwini.gangal@afaqs.com
Now or Never
PEPSI
Pepsi demonstrates its youthful irreverence through a new campaign
that urges youngsters to seize the moment. By Ashwini Gangal
Dutt: seizing the moment
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1 4 afaqs! Reporter, February 16-28, 2013
R
ana Barua, Contracts recently
appointed COO, promises
to press down hard on the
accelerator and inject some speed into
the operations at the agency. Though
Barua, unlike Contracts previous
head Umesh Shrikhande, will report
to Colvyn Harris, chief executive
ofcer, JWT South Asia, the two
agencies will continue to operate
independently, assures Harris. In
a quick chat at the agency, afaqs!
Reporter spoke to the duo about this
and more. Excerpts:
Colvyn, what made Rana the right
choice as Umesh Shrikhandes
replacement?
Harris: The JWT group of
companies has assets like Hungama
Digital Services, Encompass and
Design Sutra, that should be brought
to bear on clients. We were looking
at dimensional skills and dimensional
capability differences. Rana, who
brings an outside perspective, will put
the client at the centre and see how
the skills and capabilities within the
JWT group can be applied. Had we
recruited somebody from the agency
space, wed be back to a cookie-cutter
approach. Thered be no real solution
because wed just end up doing more
of the same.
Also, while agency people
understand consumers, Rana brings
the dimension of knowing different
consumer markets well. We wanted
new skills, new capabilities, deep
understanding of different markets
and a new drive. He was t for this
role.
Contract, the most successful
second agency, has historically dissociated
itself from JWT, to develop its own identity.
Competing with JWT at the pitch level gave
it teeth. With Rana now reporting to you,
will the proverbial chasm between the two
agencies shrink?
Harris: Everyone at Contract is his own
independent master and decision maker. And,
JWT and Contract will continue to compete. The
independence between the two will be maintained
completely; that will never change.
And its really about the client who is looking
to buy the best solution in the market and the
JWT standpoint is different from Contracts. Its
not about us. Its not that we can just transfer
knowledge; it doesnt work like that. The destiny
of Contract is in the hands of its people.
Since Contract and JWT are both part of
the WPP Group, there are certain similar ways
of approaching businesses and certain ways of
behaving. These basic conducts and guidelines
have been imbibed by all of us, but for the rest of
the part, youre on your own and if you can make
it bigger than some other agency, then perfect.
Rana, your move from Law and
Kenneth after just six months of
joining, is deemed premature by
many... Do you think you made
the right decision?
Barua: I dont see it as a premature
move at all. You need to weigh
your opportunities and consider the
credentials. Had it been any other
organisation, Id have thought about
it in a more intense and practical way,
but I found this opportunity big and
my mandate, large. It wasnt a hard
decision to make.
You spent half a dozen years in
radio, rst with Radio City and
then with Red FM. How will that
help in your new role?
Barua: The biggest similarity between
the agency business and radio is that
both are about understanding people.
Any media brand, is always about
talking to people and understanding
them. When youre with a media
brand, you visit many markets and
work with the local people. Thats
one learning I bring in.
Also, in media, you are the
medium and apart from that
particular medium you dont look at
other media. Its about day-on-day
engagement with your listener (for
radio) or your viewer (for television).
This will come in handy now. When
clients juxtapose a lot of solutions, Ill
be able to streamline their thinking
and explain how each medium works
differently. Since Ive worked outside
the industry for several years, Ill be
able to bring in some insights into
how clients approach the business.
What changes will you bring to
the agency?
Barua: While its DNA will remain the same,
Contract will have more speed, agility and drive.
I promise you speed because thats the world
I come from. In radio, you never wait for the
next morning; you can go on air in the next ve
minutes. Everything happens overnight. Over the
last six years, I have been asking, Why are we
waiting? So thats probably one thing Ill have to
become patient about.
Harris (to Barua): Stay impatient.
ashwini.gangal@afaqs.com
Impatience is the Key
to Success
In the light of Rana Baruas appointment as the new COO of Contract Advertising, afaqs! Reporter spoke to him and
Colvyn Harris, South Asia CEO of JWT, which also owns Contract. By Ashwini Gangal
Contract will have more speed, agility and
drive. I promise you speed because thats the
world I come from.
INTERVIEW
Barua (L) and Harris
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raditionally, brand logos have
made a quick, yet assertive,
appearance at the end of a lm,
in what experts describe as an act of
authorship. Of late, however, more and
more brands have started inserting their
logos all through their ad lms. Why?
Recent examples include KFC,
Renault, IFFCO-TOKIO, iBall, Wella
Kolestint, Lux and Olay, to name a few.
Others like Parle G have been inserting
not just the logo but also the pack/
product shot all through the ad lms.
Websites like Jabong.com and Olx.in
have begun inserting their respective
website URLs all through their TVCs.
These brand logos typically appear in
a corner of the frame. Some ads include
not one but two logos because the ad is a
promotion of a combination offer on the
part of two brands. Take, for instance,
the Samsung commercial for its Galaxy
Y Duos Lite smartphone. The ad had the Samsung
logo hanging at the top left corner and the Reliance
logo seated at the bottom left corner of the screen.
The offer being promoted was the Blue Dot smart
deal through which users could avail 6 GB of free
data on the phone with Reliance 3G.
At rst glance, this exercise comes across as an
attempt on the part of brands to maximise those
few seconds of TV time, every time the ad appears.
And, the dual branding seems like an almost
justiable ght for territory.
BASIC BENEFITS
T
he presence of the logo or pack shot through
the lm, serves several purposes. For one, it
benets viewers who tune in mid-ad. On a related
note, the presence of the logo may also help if
the ad lm is an unusually long one, as it helps
preserve consumer attention; almost like placating
the consumer to have patience, stick on and see the
ad through, despite its length.
A second purpose is to establish an association
between the brand being advertised and the parent
company. For example, the lm for prickly heat
powder Jinjola, carries the logo of its better known
parent company, Vini Cosmetics. The lesser
known brand piggybacks on the parent with
minimal effort. This umbrella branding structure
is merely a corporate exercise to make the brand
bouquet of a company, resonate with the parent
brand, explains ad lm director and head, Asylum
Films, Razneesh Ghai (Razy). This is probably
why the HUL logo appears at the end of an ad
for TRESemm, a shampoo brand that one might
otherwise not associate with HUL.
Image management is another objective. For
a brand that is trying hard to change the way
consumers perceive it, the logo in the corner
can help reiterate its efforts. Take Micromax.
The handset brand recently invested in an image
makeover that is reected in its current spate of
communication. The ads have shed their
desi feel and sport a glossy, premium
hard-to-miss global look.
To ease consumers into the change,
Micromax shot two versions of its lm
for its recently launched smartphone
Canvas - one with the Micromax logo
present at the bottom left corner and one
without. We ran the one with the logo
for two months, till the TG (target group)
became comfortable with this new avatar
of Micromax, explains Shubhodip Pal,
chief marketing ofcer, Micromax.
Lastly, a perpetual battle in the ad lm
production space has been centred on
how much airtime ought to be allotted
to the main ad vis--vis the product
window, pack shots and the logo. Clients
favour pack shots, while agency folk
struggle to defend their scripts. Theres
no denying that airing the logo through
the lm may spell ceasere on this front.
HIGHER ORDER BENEFITS
W
hile at some level, the trend is
symptomatic of marketers
desperation to maximise on-screen time and grab
as many eyeballs as possible, this trend also marks a
milestone in the evolution and use of brand logos.
As Harish Bijoor, CEO, Harish Bijoor Consults
puts it, this marks the coming out of the logo
from the corporate closet. Logos are recognition
objects that cut across every language and format
barrier. Their trust mark orientation is nally
coming out, he explains.
According to Mayank Shah, group product
manager, Parle Products, the omnipresence of
the logo in an ad lm ensures that consumers
- notorious for their ever-shrinking attention
spans - dont miss out on registering the name
of the brand concerned. Consumers decipher
communication at two levels - emotional, where
they relate to the story, and rational, where they
connect with the brand name. Most consumers
recall the story but forget the brand, he explains.
The continued presence of the logo acts like a
bridge and helps the consumer connect the story,
to the name of the brand.
Dont Miss the Logo
ADVERTISING
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1 6 afaqs! Reporter, February 16-28, 2013
What explains the logo at
the screen corner?
By Ashwini Gangal
L-R: Ghai, Pal, Bijoor, Shah, Dingra and Dhyani
The presence of the logo
helps consumers connect
the story with the brand.
tes||stei es jee I& >>
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S
outh Korean car maker Hyundai Motors India
has launched a campiagn that uses a contest
to connect with customers. The multimedia
campaign, which promotes its i10 model, is
titled writeuri10story and cleverly uses its brand
ambassador, actor Shahrukh Khan, to grab eyeballs.
Conceptualised by Innocean Worldwide India,
the television commercial (TVC) shows a behind-
the-scene setting, where Khan is getting ready for
an i10 ad shoot. When the actor asks for the script
and his dialogues, the nervous director suggests that
he talk about the features of the i10 model offhand.
A visibly irritated Khan then addresses the camera
directly and invites the audience
to send in their i10 ad script. And,
he promises that the best script
will not only be converted to the
brands next TVC, but its writer
will also get the opportunity to act
in it, along with him.
Besides television, a website has
been created around the campaign,
which features Khan urging people
to participate in the contest. The
campaign has been extended to
print in major English, Hindi and
regional dailies, outdoor and is
also visible in dealership and sales
touch points.
Participants can send in their
scripts in a wide array of formats
- video, audio, upload text in
the website, by post or over the
phone (by giving a missed call on
the given number, after which
Hyundai will call back).
The campaign is aimed at men
in the age group of 25-44 years in
SEC A, B and C.
The contest, open for a month,
welcomes script ideas not only from
i10 owners, but also potential buyers.
The winner will be picked by the
brands agency, after evaluating
the scripts. In addition to this, 20
people will be chosen as weekly lucky
winners, and receive MP3 players.
Nalin Kapoor, group head,
marketing, Hyundai Motors India,
says, that the campaign focuses on
Hyundai i10, since its the most
popular model of the brand in its
entire range.
The customers have shown
trust in i10 over the years. So we
have created a campaign to amplify,
communicate and appreciate that
trust. The campaign is targeted to
build stronger association of the i10
brand, with its target group, he says.
Vivek Srivastava, joint managing
director, Innocean Worldwide India,
reveals that Hyundai wanted the
agency to energise the target audience
and engage them meaningfully with
the Hyundai i10. The campaign also
Play Your Script
HYUNDAI I10
DIGITAL BENEFITS
I
n todays digital era where
advertisers are keen to maximise
brand visibility online, the logo
in their lms is akin to generating
earned media on this platform.
Also, nowadays, the likelihood of a
screenshot of the ad being captured
and shared online is high. If the logo
is present in every frame, itll surely
appear in every screenshot taken.
Moreover, at the digital level,
consumer patience is deemed to be
at its lowest (more often than not,
people skip online ads). But what if
one sees the logo in the corner and the
brand being advertised is of interest?
You may just let the lm play out.
And, even if one doesnt watch the
entire ad, at least hes caught the logo
for a few seconds; that still counts,
reasons Rajiv Dingra, founder and
CEO, WATConsult.
THE DOWNSIDE
O
ne obvious downside is visual
clutter. First, theres the channel
logo, then the brand logo, and if its
a news channel theres probably a
ticker moving across the screen.
Secondly, an ad has to engage
viewers and make them forget that it
is an interruption. Putting the logo
throughout is like rubbing in the
fact that it is a commercial message.
People will look at it as an ad and not
as content copy, cautions Dingra.
Moreover, the logo may act as
a spoiler and ruin a good script
that would otherwise have grabbed
viewers attention early on, piqued
their curiosity along the way and had
them guessing the brand towards
the end. Its a bit like revealing the
nal punch before starting to tell a
good joke. If you have a really good
script, youve given it away right at
the beginning by revealing the brand
logo, sighs Razy, recalling Intels
commercials that often run a quick
two to ve-second logo window,
right at the beginning of its ads.
Thats a spoiler too, but I prefer it to
having the logo present all through,
he opines.
Vipin Dhyani, founder and chief
creative director, Thoughtshop
Advertising & Film Productions,
reasons, If the commercial is
imagery-led, its alright if the logo
runs through the lm. But if the
commercial is story- or joke-led, the
logo may ruin the punch.
Stamping ones logo continuously
to remind people that, this is my
ad!, is testament to the level of
creative cloning that currently
plagues the communication market.
It remains to be seen how long this
trend continues.
ashwini.gangal@afaqs.com
<< tes||stei lrem jee I
Dont miss...
In its latest campaign, the brand invites customers to write an ad script
and get an opportunity to act with Shah Rukh Khan. By Rashmi Menon
1 8 afaqs! Reporter, February 16-28, 2013
Kapoor (top) and Srivastava
needed to communicate its credo of modern-
premium. So, we developed the campaign
with the insight that consumers today welcome
brands that invite their active involvement,
more so, when the gratication is an acting
stint with Khan, he says.
According to Hyundai, 9,000 units of the
i10 model are sold every month.
rashmi.menon@afaqs.com
No.
YET AGAIN
Hindustan Times is Delhis number one
newspaper 11 times in a row
21.99 lakh daily readership (AIR) in Delhi-NCR
Readership in NCR 25% more than the nearest competitor
2.15 lakh more SEC A readers than the nearest competitor in Delhi-NCR alone
14.88 lakh readers who choose Hindustan Times daily as their only
English newspaper in Delhi-NCR
(SOURCE: IRS Q3-2012; AIR, DELHI, DELHI-NCR)
2 2 afaqs! Reporter, February 16-28, 2013
A
t a time when youth-
targeted brands sell speed
and instant gratication,
Nestles Kit Kat has consistently
asked youngsters to slow down
and enjoy a break. In its latest
TVC, under the Have a break, Have
a Kit Kat campaign, the brand
nds music in babies cooing and
babbling. Two earlier creatives for
the campaign featured animated
squirrels and birds dancing to
popular Bollywood tunes.
The latest TVC opens with
a teacher leading a bunch of
students in lab coats. One of the
students takes a break and comes across a day
centre that has infants playing with toys. As
he opens a Kit Kat, one of the babies suddenly
breaks into a musical gurgle, with others
joining in and breaking into a jig. Astonished
by the performance, the youngster tries to call
his friends, but is too enthralled. Finally, when
he nishes the Kit Kat pack, the performance
also comes to a halt. A voiceover then says
Kabhi Kabhi break lo. Kit Kat Khao. Jane agla pal
kya le aye.
Conceptualised by JWT India, the
campaign was launched online before it made
an appearance on TV. The agency wanted
people to discover and create a buzz about the
video, before putting it on the wider medium
and it certainly seems to have done the trick.
According to the agency, the video received a
million hits on Facebook
and YouTube, within 72
hours.
Speaking about the
insight behind the TVC,
Bobby Pawar, chief
creative ofcer, JWT
India says that while
the brand has used
Bollywood songs in
the past, the idea was
to create something new
and different this time. In
a brainstorming session,
the idea of babies doing
an impromptu pop concert
emerged. Babies are cute
and liked universally. So,
we decided to do a spin on
this with a dance. While
youth are into concerts, we
thought of making babies
do that. It was a marriage
of opposites, he states.
Making babies listen to
adult instruction could not
have been easy, what with
their short attention spans. Concurring, Pawar
reveals that to gather sufcient footage for the
TVC, they had to shoot for two whole days.
We had to keep shooting them, as they would
get distracted. But every now and then, they
did something magical, he recalls.
The TVC was directed by Shyam Madiraju
of Gobsmack. The sound track was recorded
by Mikey McCleary, chosen for being
experimental, and the animated dance moves
by the babies were created by Belgrade-based
Crater Film Studios.
PERFECTLY TUNED?
N
ima Namchu, ECD, Cheil Worldwide
believes that because singing, dancing and
talking babies have already been done before,
any new lm with the same ingredients needs
to be fresh and entertaining, which he found
lacking in this commercial. Jaideep Mahajan,
ECD, Pickle Lintas feels that while funny baby
videos are a huge hit on social media, this TVC
lacks nesse. The babies look unreal, he says.
He adds that the brand needs a fresh
rendition, as taking a break doesnt translate to
dancing only. In fact, the brand has some great
renditions on the same idea internationally,
like the Kit Kat cranes, he points out.
rashmi.menon@afaqs.com
Pawar: taking a new break
Baby Break
KIT KAT
Nestle Kit Kats new TVC reinforces the brands ongoing
campaign of taking a break, through a baby pop concert, which
was launched first on the online medium. By Rashmi Menon
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F
abian Gonsalves, 50, partner, R K Swamy
BBDO (Mumbai), is no more. He passed away
on January 25, after a sudden illness. He is
survived by his wife and two children.
A client servicing professional, Gonsalves joined
R K Swamy BBDO in 1991 and went on to spend
over two decades at the agency. His professional
sweet spot, as his colleagues put it, was banks and
financial institutions; he handled accounts such as
SBI, Union Bank, SIDBI, SEBI, NABARD, Dena
Bank, RBI and IndusInd.
Speaking fondly of Gonsalves, Shekar Swamy,
group chief executive officer, R K Swamy Hansa,
said in a note that was circulated within the agency,
Never one to whine, he handled many complex and
detailed projects for these (aforementioned) clients.
He did the work with extreme calm, a ready smile
and a funny quip at all times. We will miss a good
friend, ever willing to help at any time, and a true
R K Swamy-ite. Fabian was R K Swamy and R K
Swamy was Fabian. I will miss him.
Gonsalves started out at R K Swamy BBDO,
with FinHans, the groups arm that handled public
issues, where he spearheaded many IPOs.
Fondly recalling how good Gonsalves was at main-
taining client relationships, Sangeetha Narasimhan,
president (West) and ECD, R K Swamy BBDO,
says, Fabian was very soft spoken. He had a British
gentlemanly way about him. I dont know anyone
who ever got angry or upset with him.
Clients remember Gonsalves for his profes-
sionalism, innovative thinking and helpful nature.
Balakrishnan Mahadevan, COO, National Payments
Corporation of India (NPCI) says, Fabian was a
fine, focused professional, always willing to listen.
He was very open, always willing to experiment. He
had in abundance the very qualities that are fast dis-
appearing in todays management boards.
feedback@afaqs.com
Fabian Gonsalves
OBITUARY
An advertising veteran of 25 years,
Gonsalves spent the past two decades
at R K Swamy BBDO, as a client
servicing professional. News Bureau
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IDEA
Telecom giant Idea Cellular has initiated a bus and
water tanker branding activity, in more than 80 towns of
Karnataka. With this campaign, it aims to target the rural
areas of the state.
Agency: Platinum Outdoors
City: Karnataka
New campaigns across television, print, out-of-home and digital media.
Got some great campaign that has been published recently? Upload it on afaqs! for the world to see.
Visit: www.afaqs.com/advertising/creative_showcase
MTS
Telecom brand
MTS has placed
a huge dongle
in Pune city to
attract eyeballs
from the denizens
of the city. The
dongle has been
placed in a high
traffic zone to
gain maximum
attention from
people passing by.
Agency: Kinetic
City: Pune
TITAN INDUSTRIES LTD
Titan launched a Watchaholic Game on digital to promote
the sale season of its Helios brand. The creative housed a
game where, the user was asked to catch as many falling
watches possible, with a virtual glass, thus highlighting
the essence of the sale.
Agency: In-house
OOH DIGITAL
CMFlNIKl|
FK|\|NI\
MCDONALDS
The current ad promotes the spicy, masala feature of its
McSpicy burgers. The fast food chain has been, in recent
times, focusing on its low price angle.
Agency: Leo Burnett
ECD: Kapil Sawant
Production House: Chrome Pictures
Director: Hemant Bhandari
ICICI LOMBARD
The TVC is filmed in a college hostel and effectively captures
the companys focus on abiding by its promise of settling
insurance claims in the shortest possible time. The visual
story line is supported by the audio Vaade wahi mayne
rakhte hain jo nibhaye jaaye.
Creative Agency: Cartwheel Creative
Creative Head: Ramki (Ramakrishna)
Production House: Lensflare films
Director: Vijay Maurya
AIRCEL
To promote its new tariff plan, One Nation, One Rate,
Aircel released an ad titled National Permit. The plan
offers one rate for Voice calls, SMS and data, in home
circle as well as while roaming on Aircel network.
Creative Agency: McCann Erickson, India
BENNETT
COLEMAN
& CO.
The Times of India
launched quarter-
page ads to shame
people who objectify
women, calling
them second-class
human beings.
Titled Respect
a Woman, the
creative showcases
some popular
Bollywood terms
that are used as
adjectives to denote
a woman.
Creative Agency: In-house
CADBURY
Bournvita Lil
Champs, the
nutritional
Chocolaty drink
for 2-5 year
olds, launched
its latest TVC
featuring Kajol
and extended
this to print.
The campaign
captures how,
in todays times,
mothers have
to keep up with
their childs
curious minds and find innovative ways and means to
satisfy their questioning nature.
Creative Agency: Ogilvy India
TELEVISION
SKODA RAPID
The new ad campaign captures interesting imagery
with strong messaging. These moments are ordinary to
every individual who has experienced it at some point of
their life. This is how SKODA Rapid creates an emotional
connect with its owner.
Creative Agency: BBH India
Creative Director: Puneet Kapoor
Director (of the film): Pushpendra Mishra
Production House: Flying Saucer
PRINT
2 4 afaqs! Reporter, February 16-28, 2013
LIFEBUOY
T
he Purna Kumbh gets lakhs
of visitors and is a tempting
opportunity for brand
promotions. Lifebuoy, the soap
brand from Hindustan Unilever,
has tied up with local eateries here,
to give out chapatis that are marked
with the message, Did you wash
your hands with Lifebuoy?
The campaign, designed by
OgilvyAction India, delivers the
message through the medium of
chapatis, using a heating stamp to
mark the words onto the chapati
and serve it with the orders placed
for food.
The brand has tied up with
more than 100 local dhabas and
restaurants. For every order, the
rst chapati served carries the
branded message and makes an
instant connection. It has also
placed the soap in the wash rooms
of all these eateries.
After several months of research,
Ogilvy developed its own heating
stamp, that puts the impression on
the chapati, after it is completely
baked. To ensure that the chapati
is completely edible, there is no ink
involved; the message is marked
with a slight heating of the stamp.
About 100
promoters have been
placed in the kitchens
of these eateries who
stamp the message
on to the chapatis.
The brand plans to
send out 2.5 million
fresh chapatis with
the message. The cost
of stamping a chapati
works out to much
lesser than a rupee.
Vipul Salvi, national
creative director, OgilvyAction,
says, Chapati forms the staple
food, so it was an ideal medium for
us to reach people through it. Also,
we had to make people aware of the
importance of washing their hands
before beginning to eat.
Sudhir Sitapati, general manager,
skin cleansing, Hindustan Unilever,
says, The brief to OgilvyAction
was to leverage the scale of Kumbh
Mela and drive awareness regarding
the cause of hand washing, in a
clutter-breaking and relevant
manner.
He adds that the key objective
was to spread awareness about the
importance of hand washing with
soap, especially before having food,
since this is a simple but effective
action to help prevent transmission
of germs and diseases.
The campaign began on January,
31 and will be on for a month.
Samir Gupte, president,
OgilvyAction, says, We are catering
to all kinds of audiences in the
Kumbh, be it the ones who come
and go, or those who stay there for
the entire period of the Kumbh.
To complete the loop after the
message is served, the brand has
placed several posters and hoardings
across Allahabad.
FMCG brand Hindustan
Unilever has a heritage of over 75
years in India. It has more than
35 brands spanning 20 distinct
categories such as soaps, detergents,
shampoos, skin care, toothpastes,
deodorants, cosmetics, tea, coffee,
packaged foods, ice cream, and
water puriers.
OgilvyAction, the brand
activation network of Ogilvy &
Mather, delivers services including
experiential marketing, shopper
marketing, trade marketing and
promotional services.
devesh.gupta@afaqs.com
Food For Thought
Stories featured on this page highlight innovative marketing techniques using various
media vehicles like print, digital and out-of-home.
Lifebuoy came up with an innovative campaign at the Kumbh Mela, where it
distributed chapatis with a message. Devesh Gupta
Salvi and Gupte: using an edible medium
O
f all the advantages that digitisation
promised to bring, a level playing eld
was probably the most attractive one.
For childrens channels, both in
the fray and those waiting to join in, this was
one big opportunity - there are over 330 million
kids (ages 4-14) in India, increasing at the rate
of 8 million per year - to be tapped. Thus were
born channels with focussed targets (Nick Jr and
Disney Jr for preschool kids, Sonic and Disney
XD for boys between ages 4 and 14 or Zee Q
with its academics-related shows, targeted at the
10-16-year-olds).
Though the ad revenue for childrens channels
is not proportionate to viewership, the genre is
breathing fresh air. Viewership share went up
from 6.23 per cent, in 2011 to 7.03 per cent, in
2012, despite the shutting down of an important
player like CBeebies (from BBC).
Apart from making it a level playing eld (in an
analogue environment, the distribution capacity
was restricted and segmented with a prime band,
a hyper band and an S band, where the operator
decided the placement of a channel), digitisation
will help balance advertising and subscription
revenues. Ad rates for kids channels are low
and there isnt substantial contribution from
subscriptions either. That will change. Thirdly,
since markets will be segregated and viewership
ratings will dene market boundaries more clearly,
the channels will know where to go and why.
The national kids TV market has expanded
from an eight-channel bouquet to a 11-channel
one. Four new entrants, Zee Q, Disney Jr, Nick Jr
and Discovery Kids jumped into the fray in quick
succession, while CBeebies dropped out.
REWIND
A
fter the launch of Cartoon Network from
Turner International (with international
content) in 1995, it took four years for the next
player, Nick, to enter the game. Once these two
gained substantial momentum, ve more channels
saw the light of day in 2005, namely Hungama
(UTVs property, then), Pogo (Turners second
venture), Disney Channel and Disney XD (then
Toon Disney) and Animax (Sony Entertainment -
now an English GEC).
There were channels coming up in the regional
markets while regional feeds were being launched
by the oldies.
Initially, the content and the production was
imported, since the industry was battling with
issues like sustenance and revenues. Today, local
content is pulling its weight too.
SHAKTIMAAN OR SUPERMAN?
T
en years ago, it was all about Tom and Jerry
or Charlie Chaplin. Today, the Indian kid
wants to associate with the characters that she is
watching. The industry believes that for content
to be engaging and appealing, it has to be relevant
and the relevance only grows if the character looks
familiar, talks in a language they are speaking and
is in an environment that the child can relate to.
Childrens content can be broken up into
two broad categories - animation and live action.
Animated content makes it more global and is
more popular with children. Explains Krishna
Desai, director, content, South Asia, Turner
International India, While kids love Chhota Bheem
and Ben 10 equally (both speak Hindi, of course),
Chhota Bheem looks Indian and Ben 10 doesnt. But
thats the USP of animation, it can cross borders.
T
I
F
F
I
N

B
O
X
Three childrens channels were launched in quick succession in just two months last year. More
are in the offing. What gives? By Raushni Bhagia
2 8 afaqs! Reporter, February 16-28, 2013
WATCH OUT!
(Viewership profile for childrens channels, % share)
BY AGE BY SEC BY GENDER
Source: TAM Media Research; Market: Cable & Satellite Homes, All India; Period: Wk 39 to 43, 2012
Male 4+ yrs SEC A 4-14 yrs
15-24 yrs
25-34 yrs
35+ yrs SEC B
SEC C
SEC D/E Female 4+ yrs
58%
34%
J9%
J3%
9%
6J%
J7%
24%
23%
42%
C9\|K\I9K
2 9
afaqs! Reporter, February 16-28, 2013
Having said that, and realising the necessity of
Indian content, nobody would want to replace
international content completely. Some like Oggy
and the Cockroaches, Loony Toons, Power Rangers,
Pokemon and Doraemon have been bread earners for
channels for years.
The rat race has forced channels to spend crazy
amounts for animation content, despite it being
about three times more expensive than live action.
Suresh Shah, vice president, investment, Percept
Media, says, Such is the power of animation and
kids, that even a strong GEC like Colors started
Suraj - The Rising Star, which is an animated cricket
based show, in the Sunday morning slot. A similar
kind of gully cricket-focused show, Howzzatt on
Discovery Kids, is also pulling audiences.
Some observers feel that more than Indianising
content, storytelling is the important part. Though
popular live action shows like Best Of Luck Nikki
(Disney), Sunaina (Pogo), or Hero (Hungama
TV) are making their mark, Rajeev Bakshi, vice
president, marketing, Discovery Kids feels that
language and availability of various regionalised
feeds is needed. Global live action shows like
Power Rangers (Nick), Pair of Kings (Disney XD)
and Are You Afraid of the Dark (Sonic), seem to be
way ahead in the popularity stakes.
It is estimated that live actions contribution
to the mix of childrens content, will not be more
than 15 per cent at present. Nina Elavia Jaipuria,
executive vice president, and business head, kids
cluster, Viacom 18 (the parent company of Nick)
explains the psyche of the kids vis-a-vis animation.
Kids, today, are going through a lot of stress, from
parental and peer pressure to homework and even
hobby classes for that matter. Animation takes a
kid to another world of fantasy and imagination,
which is relaxing and recreational. They dont
mind watching it again and again.
The repeat value of animation is higher than
that of live action content. Animation costs for
local productions depend largely on the complexity
of animation and the special effects involved.
Channels mostly co-produce these shows with
the studios (thus sharing the telecast rights too).
On an average, for a single episode of the show,
the channel has to shell out about `10-15 lakh.
Another hassle with animation is that a pipeline
has to be built and growing this library takes long.
The number of episodes that can be produced in a
year depends on the studio and its capacity. Some
can deliver 26 episodes a year, while others up to
50 episodes.
On an average, a channel telecasts one original
animated show a day and repeats it over various
time bands. For the record, it needs 2-3 years for
a channel to build a stable library for any new
animated local production.
REALITY IS NOT A REALITY FOR KIDS
W
hile most of the GECs enjoy spikes in
viewership because they have had kids in
reality shows, it is not so in the childrens arena.
One reason is that, enough of it is available on
other genres. Plus, producing a sleek reality show
with glitzy sets, that can attract audiences, comes
at a huge cost and is something childrens channels
cannot dream of spending on. Moreover, they
cannot charge advertisers too much to cover costs.
For example, a GEC airing a reality show can
charge 10-15 times more than a kids channel.
The audience too matters. Children dont care
much about watching other children compete on
Launch Date May, 1995 April, 1999 January, 2004 December, 2004 2004, (sold to
Disney in 2006)
December, 2011 2009 July, 2012 November, 2012 December, 2012 December, 2012
Target Group 4-14, boys and
girls
4-14, boys and
girls
4-14, boys and
girls
4 -14, including
families
4-14, with
families
4-14, boys 6-14, boys 4-14, boys and
girls
4-14, girls and
boys
Preschoolers
(2-6) and young
mothers
2-7 and their
guardians
Positioning It's a Fun Thing!
The Best Place
for Cartoons!
Fun Unlimited The best kids
destination for
imaginative fun!
Kids-led family
exclusive
channel
Entertainment
as the child
sees it
Thrill. Guts. Grill Highlighting the
kids quest.
Ignite kids
imagination
India's first
edutainment
channel
The Smart Place
to Play
Stimulating
imagination
Genre Funny Comedy and
humour
Comedy, action,
adventure,
movies, DIY
shows, game
shows, awards
Family Comedy and
humour
Action and
adventure
Action, adven-
ture and sports
Adventure,
mythology,
nature, history
and science
Edutainment Pre-school
edutainment
Learning
focused
entertainment
Geography DAS Phase 1,
All 38 Phase 2
cities, Phase 3
cities and tier 4
markets
HSM+ South+
LC1
DAS Phase 1,
All 38 Phase 2
cities, Phase 3
cities and tier 4
markets
DAS Phase 1
(Delhi, Mumbai,
Kolkata), All 38
Phase 2 cities,
Phase 3 cities
DAS Phase 1
(Delhi, Mumbai,
Kolkata), All 38
Phase 2 cities,
Phase 3 cities
Phase-1 Metros,
Phase 2 and 38
Cities
DAS Phase 1
(Delhi, Mumbai,
Kolkata), All 38
Phase 2 cities,
Phase 3 cities
DAS Phase 1
(Delhi, Mumbai,
Kolkata),
Most cities of
Phase 2
HSM,
Digitisation
Phase-1 metros
and 38 Cities of
phase 2
Phase-1 Metros,
Phase 2 and 38
Cities
DAS Phase 1
(Delhi, Mumbai,
Kolkata) and
some cities in
DAS Phase 2
Language English, Hindi,
Tamil and
Telugu
English, Hindi,
Tamil and
Telugu
English, Hindi,
Tamil and
Telugu
English, Hindi,
Tamil and
Telugu
English, Hindi,
Tamil and
Telugu
English, Hindi,
Marathi and
Bengali
English, Hindi,
Tamil and
Telugu
Hindi, English
and Tamil
Hinglish (Hindi
+ English)
English, Hindi English, Hindi
Average
GRPs (2012)
92.9 94.4 135.0 117.4 83.2 22.1 52.1 NA NA NA NA
THE PLAYGROUND
(A birds eye view of the childrens channels in the fray)
D
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5
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k
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l
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Get in more regionalised feeds
kAJEEV 8AK5Hl
D
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5
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.
Engage kids but involve families
DEVlKA PkA8HU
Z
E
E

O
Syllabus-oriented entertainment
APAkNA 8HO5LE
N
l
C
K

J
k
.
Animation takes away stress
NlNA ELAVlA JAlPUklA
DAS: Digital Addressability System
C9\|K\I9K
3 0 afaqs! Reporter, February 16-28, 2013
T
he TV18 Group has joined
hands with The Walt Disney
Company to form a joint
venture that will distribute television
channels from both the networks
across analogue and digital platforms.
The joint venture will be held
between IndiaCast, TV18 and Viacom
18s multi-platform distribution
company and UGBL, a Disney UTV
group company, wherein IndiaCast
will hold a 74 per cent stake. The
JV will become operational after
necessary regulatory approvals and
will provide 35 channels from the
TV18, Viacom18, Disney UTV,
A+E Networks | TV18 and Eenadu
channels to cable, DTH and HITS
platforms in India.
Anuj Gandhi, currently CEO,
IndiaCast, will be the chief executive
ofcer of the new entity.
Gandhi says, This partnership
will build a strong distribution
company, that will offer a broader and
more diversied range to platforms,
giving us a foothold across genres
- including general entertainment,
general and business news, movies,
youth and kids genres. We have had a
great rst year for IndiaCast and this
JV will give our domestic distribution
business scale and wider reach.
There are some clear and unique
synergies in this partnership. The new
bouquet is a more comprehensive
offering, from the viewers
perspective, that gives the combined
entity an edge in the marketplace,
says M K Anand, managing director,
Media Networks, Disney UTV.
IndiaCast will move its domestic
distribution business into this new
venture, while continuing to manage
its other content monetisation
businesses, which include the
international distribution, ad sales
and content sales business, as well as
new media distribution for TV 18,
Viacom 18, A+E Networks | TV18
and Eenadu channels.
Disney UTV will also move its
domestic distribution activities, for
its bouquet of all nine channels, to
the new entity.
feedback@afaqs.com
INDIACAST/DISNEY UTV
A New Alliance
The new company will provide a bouquet of 35
channels owned by the partners. News Bureau
Gandhi (L) and Anand: shaking hands
screen. In GECs, many adults like watching reality
shows with children in them. However, non-
ction is accepted. MAD, an art show on Pogo,
Disney Q, a quiz show on Disney and Nick Amazing
Kids Awards on Nick, are popular.
A recent addition to the content mix on
childrens channels - apart from live action and
animation - is locally produced movies. Films are
a big draw and many channels are producing their
own lms. Earlier, channels would source movies
from Bollywood or Hollywood.
WHO IS MY TARGET?
T
he media planners, buyers and owners
interviewed, agree that digitisation has given a
good opportunity to the players - big or small, niche
or non-niche. Age bands are getting more specic
for childrens channels. While TAM divides the
genre into 4-9 and 10-14 year olds, channels are
segregating it further into 2-6, 7-9 and 10+ with
specic content being scheduled through the
day, accordingly. Though there are two dedicated
pre-school focussed channels, almost all channels
have their own pre-school programming blocks in
place. Cartoon Network created the rst ever pre-
school block called Tiny TV in 2002. Apart from all
this, there can be gender or SEC-based segregation
too. And spillovers.
Though channels are targeting the 4-14
segment, viewership from the parents and older
siblings (15+) is increasing. Says Devika Prabhu,
director, programming, Disney India, Disney
caters to adults too. Disney Q, for instance, has
been tweaked to involve families. The basic motto
is to engage the kids but involve the families. The
latter now, contributes to about 40 per cent of the
total viewing that happens on the genre, especially
because in single-TV households, it is difcult
though not impossible - to ght off children,
when it is their time to watch.
BUY, BUY
I
t must be noted that the kids
market is worth close to `20,000
crore (buying capacity) which
includes the FMCG brands
mainly, toys and stationery,
amongst few other products.
Advertisers are also aware of the
fact that the kids (read 8+ year
olds) are inuencers even for
the bigger buys in the families.
According to Bikram Duggal,
director, marketing, Disney,
business through merchandising
and other on-ground activities is
experiencing double-digit growth.
Though the genre that garners close to 7 per
cent of total viewership gets only 3 per cent (`300
crore - of which nearly 30 per cent comes from
non-kids brands) of the ad revenue pie, revenues
grew by 10-15 per cent annually, till 2011. Last
year, that gure went up to 20 per cent.
It is not just money. Channels have policies
while selling slots. While Turner doesnt allow
colas, Discovery Kids does not entertain any non-
kids brands. Brands too have their own policies.
Many international brands choose not to advertise
on shows which garner over 50 per cent viewership
on the particular channel. This policy is extended
to their Indian counterparts in some cases. So
outdoor and BTL become attractive options.
Edutainment has a large scope in the market,
though strategising this kind of
content is a little tricky. While the
parents dont want kids to watch
this content during their study time
(since it is not related to academics),
kids dont want any preachy stuff
during recreation time. But channels
are not ignoring it.
Zee Q, for example, is working
with the CBSE and ICSE boards to
create content that is academically
oriented and entertaining. Aparna
Bhosle, programming head, Zee
Q says, that besides the regular
animation, which the older children
in the 10-14-year-old category will
enjoy, the main focus of the channel is to produce
content locally. We have four locally produced
shows, keeping the national syllabus in mind, she
adds. So how easy is it to stay in this market?
GOING AHEAD...
F
or advertisers, the growth has been encouraging.
Everyone understands that the young ones are
big inuencers. Monica Tata, former general
manager, Entertainment Networks, South Asia,
Turner International India, mentions that the
year ahead (2013) is a volatile one. Apart from
digitisation, the expected availability of an all new
currency BARC - will be a big change. BARC,
which many reckon will take off in six months,
will offer an option other than TAM.
Despite the action that is unfolding, it will
become challenging to stay in the space from the
sustainability point of view, despite the low cost
of entry, helped by digitisation. The impact of
lowered carriage fees will bear fruit only after a
year or so. For players who are set to ride out the
weather, it promises to be exciting.
raushni.bhagia@afaqs.com
Cadbury
ITC
Reckitt Benckiser
HUL
Perfetti Van Melle
Kelloggs
Nestle
GlaxoSmithKline
Britannia
Colgate
POPULAR
(Top 10 advertisers)
The genre that garners
close to 7 per cent of total
viewership gets only 3 per
cent of the ad revenue pie.
F
O
T
O
C
O
R
P
B
usiness news channel CNBC-TV18 has
launched a cross-platform campaign, Hello
Dreamers, which addresses an individuals
aspirations to grow. Unveiled in Mumbai, Delhi,
Bengaluru, Kolkata and Ahmedabad, the campaign
aims to engage with the new crop of corporate
leaders, businessmen and investors.
Conceptualised by Contract Advertising, the
TVC opens with a steady tempo of a narrative. The
voice admits to total control over a character, whose
image is blurred. The demanding, addictive voice
pushes the protagonist through many hurdles, not
allowing him to succumb to temptation of giving
up. Towards the end, the voice identies itself, I
am your dream. The protagonist is then revealed
as a self-assured, successful young man. The super
says, Every big dream is a challenge. Rise to it with
knowledge. CNBC-TV18. Hello Dreamers.
We have tried to depict the restlessness a
person feels as his dream becomes bigger. The
dream becomes annoying and consuming. The
dream, therefore, speaks in rst person, says,
Ravi Deshpande, chairman and CCO, Contract
Advertising. He adds that the campaign wants to
be an inspiration to anyone with a business dream.
The Hello Dreamers campaign reinforces the
channels role in making a difference in viewers
lives, not only for its existing audience, but also for
the newer generation coming into the fold.
According to Anil Uniyal, CEO, CNBC-
TV18, the campaign thought stems from TV18s
philosophy of having dared to dream big. It is
an invitation to see a world in which, positive,
proactive thinking can make dreams come true.
Apart from the TVC, the two-week campaign will
also be spread across radio, social media, trade
media and outdoor.
feedback@afaqs.com
Dare to Dream Big
CNBC-TV18
The business news channels brand campaign, Hello Dreamers,
features people hungry to achieve their dreams. News Bureau
N|W\9\|KIl\lN
Deshpande (L) and Uniyal: making dreams come
F
O
T
O
C
O
R
P
We think digital
in everything we come across
B-36, Ground Floor, Sector-59, Noida - 201301 India |


/LRUWGLJLWDO
B 3
&HOHEUDWLQJVFLQWLOODWLQJ\HDUVRILQQRYDWLYHHRUW
Know whats cooking...
Visit
3 4 afaqs! Reporter, February 16-28, 2013
N|W\9\|KIl\lN
N
o man is an island. Reiterating this
famous quote, Axis Bank, has gone a
step further to bring out that one mans
progress, sets off a ripple effect that extends the
success to several other lives. Its latest TVC is
based on the philosophy- Zindagi ke highway pe koi
akele nahin badhta.
The TVC, conceptualised and designed by
Lowe Lintas, gives a glimpse into the lives of
several people, who grow simultaneously in life,
and are oblivious of how their personal growth
inuences the progress of the other. For instance,
a woman who gets a job in a garment company,
due to increase in orders, applies for a home loan.
Her mother, who is furnishing the house, buys a
carpet, which, in turn, helps the carpet seller to pay
his sons school fees. In its earlier campaign, the
focus was on personal progress.
Manisha Lath Gupta, CMO, Axis Bank
explains that in the earlier campaign, the brand
was repositioned from being a problem solutions
provider to a partner in progress. We had a
successful run with our last campaign. However,
one of the feedback we received was that our
campaign featured only one customer and his
journey. As a bank, we have a large customer base
with different proles and varied socio-economic
backgrounds. So, the new campaign was based on
the insight that when one person prospers, others
progress too, she says.
Arun Iyer, NCD, Lowe Lintas says that the task
this year was to continue building the sentiment
on a larger canvas. What better than changing the
frame of reference from what it means for one
individual, to what it means in the context of the
entire community we live in? No one consciously
seeks to improve others lives around him. Yet,
when you progress, others benet too. Hence, no
one really progresses alone, Iyer states.
To create awareness about its products,
Axis Bank plans to launch a website, progress
together, which allows people to acknowledge
those, who have helped them progress, and view
acknowledgements they have received, thereby,
building a progress network. The bank will also
carry out outdoor engagements in 23 cities -
mostly metros, Tier 1 and Tier 2 cities, along with
print ads. The banks digital mandate is handled by
Digitas, while its media duties are looked after by
Starcom MediaVest Group.
PROGRESSIVE VIEW
M
anish Bhatt, founder-director, Scarecrow
Communications says that the ad is nicely
written and has good visual elements. Its a good
attempt at thread-in-a-montage style, though it
may take the viewers a couple of viewings to
understand the thread. The overall communication
approach of Axis Bank is not radical and the
strategy is more literal than lateral, he says.
While the brands thought of progress on
is not new, the rendition of the rst lm is
refreshing, opines Hari Ganesh Desikan, planning
director, Saatchi & Saatchi. The campaign has
more possibilities to explore. While Axis Bank
probably enjoys high levels of awareness, the task
for it would be to build preference. I am not sure if
this execution will build preference for the brand,
he critiques.
feedback@afaqs.com
Progressive Thought
AXIS BANK
We have a large
customer base
with different
proles and varied
socio-economic
backgrounds.
MANISHA L GUPTA
No one con-
sciously seeks to
improve others
lives. Yet, when
you progress, oth-
ers benet too.
ARUN IYER
M
umbai-based electronic
music production group
Bay Beat Collective (BBC),
has announced that it will produce a
music album, out of the genes of its
fans. Conceptualised in partnership
with JWT, the global advertising
agency, Bay Beat Collective has
launched The Genomusic Project
in India. This will be an experimental
music album, featuring eight tracks,
made out of the fans DNA samples.
JWT, along with its digital partners,
Runtime Solutions, has devised a
Facebook application through which
users need to identify themselves
to a track that best denes him/her
as a person, along with the name of
the artist. Out of all the responses
collected, BBC will shortlist eight
candidates and will send them DNA
collecting kits.
The collected samples will then be
sent to labs specialising in genetics,
to determine each DNA prole,
after which BBC will use a specially
designed software, to convert each
DNA prole into a MIDI (Musical
Instrument Digital Interface) sample,
which will be later converted to a
track.
According to Kris Coreya, one
of the founders of BBC, each track
will have its own distinct sound,
since no two people have the same
DNA prole. Besides, the rst 50 to
send in the answers will get a mobile
ringtone created from his/her DNA.
Prajato Guha Thakurta,
copywriter, JWT says that BBC felt
that to have fans for life, it was not
enough to interact with them only
during gigs. The musicians wanted
an idea that would help them engage
with fans on a regular basis and at
a more intimate level. Thus was
born The Genomusic Project, the
worlds rst music album created
from fans DNA, he adds.
JWT launched the Facebook
application on February 1, 2012. Till
the time of ling this report, the app
had collected around 1,647 views
and according to Thakurta, around
50 per cent of them have sent their
responses.
Bay Beat Collective was founded
by DJs Kris Correya and Sohail Arora
in late 2008.
satrajit.sen@afaqs.com
Musical Experiment
A music album created out of the genes of fans
collected through Facebook. By Satrajit Sen
THE GENOMUSIC PROJECT
In its latest campaign, the bank shows how an individuals progress in life is
interlinked with the growth of others. By Rashmi Menon and Ashwini Gangal
lNI|K\l|W
3 6 afaqs! Reporter, February 16-28, 2013
R
ajan Anandan took charge of Google India in 2011, and since then,
has been instrumental in driving Google Indias focus on mobile and
SMEs (Small and Medium Enterprises). However, from a brands
perspective, Google India preaches online and mobile rst.
Prior to joining Google India, Anandan was the managing director of
Microsofts Sales Marketing and Services business, in India. Before this role,
he used to be the managing director of Dell India. He has previosly worked
for McKinsey & Company in USA, where he was a partner.
On the sidelines of an event organised by Google, we caught up with
Anandan, to discuss how digital advertising is evolving in India.
Since you took over the reins of Google India, how has digital grown
as a marketing medium?
In the last two years, we have denitely seen a surge in the uptake of digital
advertising. According to GroupMs data, in 2012, the size of Indian digital
advertising was Rs 2,500 crore and when I started two years back, it was about
Rs 1,000 crore. So, the business has grown 2.5 times, which is really exciting.
Specically at Google, we have seen that performance advertising has
become critical for brands across categories, like travel, e-commerce and
local. These categories see internet not just as a marketing medium, but as an
alternative sales channel.
Then, there is a set of industries like automotive and telecom, where, I
feel, digital should be a performance channel. Besides these, there is another
lot, comprising the traditional advertisers. The year 2012 was very interesting,
as we started seeing many traditional industries embracing the medium for
brand building. And, this is being fuelled by online video.
Has it become more difcult to sell display ad banners since click
rates have declined?
Display, today, means many different things. We have traditional text-based
banner advertisements; rich media-based display and mobile advertisements;
online video advertising, ad exchanges and bidding platforms.
Today, convincing a brand to embrace online video is very similar to
telling the brand to use TV. Its a medium that brands understand well and
we also use similar parameters that include reach, frequency, yield and so
on. And, when rich media is used on mobile, it becomes more engaging. For
example, Kerala Tourism runs a rich media campaign on mobile, that has a
click through rate of 10 per cent.
In my view, display is getting more engaging and exciting and with the
advent of real time exchanges and bidding platforms, the digital display
advertising industry will get completely transformed. Brands have begun to
realise that both TV and online video ads, play on the components of sound
and vision, but on online, the chances of getting the campaign to go viral is
high.
For example, Mahindra and Mahindra broke its latest campaign on
YouTube, before taking it on traditional media. Besides, Unilever is using
YouTube as a medium to run its Keratinology campaign (http://www.
youtube.com/sunsilkhairexperts/) where it has created a virtual hair studio.
A user can pick and choose products of her choice, from a range of products
from the Sunsilk brand.
When one combines interactivity and rich media with an ad format like
TrueView in-stream video ads, where the advertiser only pays when the
consumer chooses to watch the ad, brands increasingly prefer such media.
How do you see more traditional advertisers embracing digital?
Today, if a brand wants to reach Indians in the age group of 18-35 years, in
SEC A and B, digital is the only way. Depending on the specic demographic
of the audience, the brands need to pick their platform.
In Google India, a combination of search and display network (which
reaches 50,000 websites) coupled with YouTube (which now reaches 40
million people) and mobile internet, will be the key advertising revenue
driver.
Do we see brand spends increasing on the mobile medium?
Mobile as a marketing platform is growing at 200 per cent and more people
are getting connected on mobile. We have also got rich media on mobile,
which is an interesting proposition for advertisers.
Mobile search is exploding, and as we said in our report that in 2012, 30 per
cent of online shopping search queries, came from mobile phones. To add to
that, there is in-app advertising and app downloads.
What percentage of overall media spends is digital expected to draw
this year?
At this moment, I really cant put a number to it. The overall advertising
industry in India grew between high single digits to low double digits last
year, while digital grew 50 per cent.
So, if we presume that in the next ve years, overall advertising industry
grows at 10-12 per cent and digital grows at 40-50 per cent, we all can do the
maths.
satrajit.sen@afaqs.com
Mobile Search is Exploding
The managing director of Google India talks to afaqs!
Reporter, about the companys focus on mobile and SMEs
and also the future of digital advertising in India.
By Satrajit Sen
RAJAN ANANDAN> MD, GOOGLE INDIA
3 8 afaqs! Reporter, February 16-28, 2013
N|W\9llI|
C
oca-Cola, which recently launched its
Crazy for Happiness TV campaign, has
extended the same on mobile TV, with
a new tagline, Khushiyo ka Sangam. The brand
has tied up with DigiVives NexGTV, a mobile
application that provides access to live TV channels
and video on demand, on handsets. The campaign
will run during the special broadcast of Kumbh
Mela ceremonies on NexGTV.
For the Kumbh broadcast, NexGTV has
launched a dedicated channel, with Coke as its
main sponsor. For this campaign, besides clickable
pre-roll video ads, NexGTV has come up with a
preview screen branding for Coca-Cola. Clicking
on the pre-roll ad takes the consumer to Cokes
Open Happiness website. With this campaign,
Coke expects to garner one million views on the
platform.
DigiVives NexGTV claims to have been
downloaded by around eight million users, across
mobile platforms, that include Symbian, Android,
BlackBerry and iOS. Online video advertising
network, Vdopia, monetises all NexGTV videos
on mobile and the rm has, so far, partnered with
brands like Microsoft, Sandisk, Apollo Tyres,
Samsung, Hitachi and many more.
Jaskirat Singh Gill, vice-president, marketing,
DigiVive says that Coke wanted to extend the
happiness campaign on mobile and align it with
Kumbh Sangam. Hence, it was named Khushiyo
Ka Sangam. The content of Maha Kumbh gelled
well with Cokes happiness message and hence it
associated with us for the channel on two levels,
which include the pre-roll video ads and the
preview screen branding, Gill adds.
Preetesh Chouhan, vice-president, APAC,
Vdopia, says that especially for consumer packaged
goods (CPG) brands, the communication is always
based on a message. In this case also, the message
was happiness and it went well with the essence
of Kumbh Mela. For Coke, here the pure RoI
would be the reach and visibility gained through
this medium, as it is very close to TV. Any smart
brand would want to engage with audiences, on
such platforms, he adds.
Gill claims that the NexGTV platform is easily
available to the masses in Tier II and Tier III
cities, along with metropolitan cities and is highly
consumed by them. Coke as a brand would
denitely want to cash in on such audiences, he
says.
Chouhan adds that no separate creative is
required for mobile streaming, and that once a
video of the ad is submitted, DigiVive and Vdopia
jointly collaborate to make the video 2G and 3G
compatible. They also reduce the weight of the
video, to ensure seamless streaming on mobile.
As per Nielsen data for December 2012,
NexGTV leads the mobile TV space with nearly
7 out of 10 mobile TV users in India, using the
service. According to Gill, NexGTV wants to reach
60 to 70 per cent of the Indian smartphone market
and claims to have over 100 live TV channels,
ranging from news, entertainment, devotional,
music and movies.
satrajit.sen@afaqs.com
Happiness on the Go
COCA-COLA
T
imes Television Network
(TTN) has entered into a
strategic partnership with
TheOneAlliance, a distribution
company that will exclusively
manage the distribution of its four
channels - ET Now, Movies Now,
Times Now and Zoom in India.
According to the terms of
the deal, TheOneAlliance will
be responsible for collection of
subscription revenue for the
channels, for platforms such as
cable (analogue and digital), DTH,
IPTV and HITS, while marketing
and channel penetration strategies
will be independently handled by
the Times Television Network.
The arrangement is for a minimum
tenure of three and a half years and
may be extended to 10 years.
Earlier known as SET Discovery,
TheOneAlliance is a joint venture
between Sonys Multi Screen Media
and Discovery Communications,
focused on distributing the channels
on to various digital and analogue
platforms.
Sunil Lulla, managing director
and chief executive ofcer, Times
Television Network, says, The
TTN channels reach over 100
million viewers, in 30 million
urban Indian households. As part
of TheOneAlliance bouquet,
our channels will benet from
penetration in more homes and
availability on a wider choice
of packages. We expect that the
partnership will help us to effect
realisation of a fair share of
subscription revenue, while helping
us grow ARPUs (average revenue
per user) of each of these channels.
This deal is however restricted
to the geographical boundaries of
India, even though TheOneAlliance
is operational in SAARC countries.
Rajesh Kaul, president,
TheOneAlliance mentions that this
deal has helped the company to
increase its bouquet from 24 to 28
premium channels.
TheOneAlliance hosts other
channels such as Sony Enter-
tainment Television, Discovery
Channel, SET Max and SAB TV.
It manages the Pay TV business for
channels across genres.
Times Television Network
is a part of the Times Group. It
brings news, stock market news,
Bollywood news and movies
through its channels in various
genres.
feedback@afaqs.com
Its a Deal
THE-ONE-ALLIANCE
With a new tagline, Khushiyo ka Sangam, Coke has tied up with mobile video service NexGTV, to run
the campaign during the broadcast of Kumbh Mela ceremonies. By Satrajit Sen
For Coke, the pure RoI would
be the reach and visibility
gained through this medium.
Lulla: forging partnerships
TheOneAllliance will exclusively manage the
distribution of TTNs four channels. News Bureau
F9lNI\9|\l|W
Do Sequels of Successful Films Mean
Creative Bankruptcy?
BUILDING A FRANCHISE
MODEL IS SIMILAR TO
BUILDING A BRAND,
WHERE INVESTMENTS
IN THE BRAND CAN BE
RECOVERED OVER A
LONGER PERIOD OF
time.
The trend is global, and not
entirely new, as we have seen
with James Bond, Indiana
Jones, Spiderman and numer-
ous others. Each edition of the
franchise has given increased
returns, as the brand recall
gives it immediate connect.
The ipside is, when we
embark on the harmful trend
of title sequels having no con-
nect of the character, story or
even actors. The reckless use
of the brand gives it a shorter
lifespan and an eventual death.
This happens when sequels
are created as an afterthought
and not as a planned invest-
ment. In an ideal scenario,
a sequel needs to stem from
the previous editions, with
carefully thought-through ele-
ments, that can be extended
beyond the existing story.
I AM REALLY
FLUMMOXED WITH THIS
LINE OF REASONING!
WHILE THE FRANCHISE
ENSURES THE
CONTINUITY IN THE
AUDIENCES MIND,
every script of a sequel has
a unique story, which could
very well have achieved cult
status independently.
A franchise essentially
retains the genre and iconic
characters, with everything
else being creatively distinct.
If Superman, Batman,
Bond, Spiderman are all the
consequence of creative bank-
ruptcy, the world wouldnt
be clamouring for more of
the same. Every sequel, while
riding on its predecessor, has
to have great content and
thats all the audience wants.
The name could bring people
in, but the content will keep
them there, for the next one.
In my opinion, a sequel of
a great franchise is a far more
daunting task to undertake
creatively, because it has to
live up to expectations.
THERE IS A LOT OF
BRAND BUILDING IN
MAKING SEQUELS. IF
IT IS A GOOD SEQUEL
AND AUDIENCES ARE
NOT REJECTING IT,
WHY SHOULD THE
industry not continue with it?
Hollywood is doing it and has
gained considerable success. You
can see Batman, Spiderman and
other superhero movies.
Sequels are doing - and have
done - good business at the box
office, be it Golmaal, Race or
any other. Also, who is to decide
whether the film is a success or
not?
There is an eternal battle
between creative and financial on
what determines box office suc-
cess and it can never end.
In my opinion, we should not
shy away from making sequels or
remakes. More sequels get more
business and it is good for the
industry. We should follow it.
KBN| K9h|l
Producer-director
KB9KKBF 9II
Viacom 18
K|l N!||
Yash Raj Films
As more and more sequels and remakes come up in Bollywood, does it indicate
a lack of creativity? By Devesh Gupta
F
O
T
O
C
O
R
P
I DONT THINK
SEQUELS MEAN
LACK OF ORIGINAL
CONTENT. THE BASIC
IDEA OF A SEQUEL IS
TO TAKE SOME OF THE
CHARACTERS
forward and present them in a
fresh way.
Since the characters are
already established, one doesnt
need to struggle to promote
them. Hollywood has been doing
it successfully for many years.
Rocky, Terminator, Home Alone,
Scary Movie, Hot Shots and
Die Hard are good examples of
how the same characters were
presented in a completely fresh
manner.
Bollywood can also boast
of its own success stories, the
most noteworthy of them being
Munnabhai MBBS, which was fol-
lowed by Lage Raho Munnabhai.
Making a sequel makes immense
business sense to the production
houses. But how many of them
end up as successes at the box
office, depends entirely on the
content.
NlI|\h IlWKl
Leo Burnett
3 9 afaqs! Reporter, February 16-28, 2013
4 0 afaqs! Reporter, February 16-28, 2013
N|W\|\|NI
(From left) Sodhi, Patel, Bakeri, Nayak, Khambatta and afaqs! Khandekar
Mahesh Murthy presenting an Investors perspective
to Branding
Angshu Mallik presenting the journey of Fortune
Darshan Patel in conversation with Chandan Nath Sandeep Engineer (Astral Polytechnik)
O
n February 8-9 Ahmedabad saw the
first edition Brand Owners Summit. An
intellectual delight for brand enthusiasts, the
event was held at Core-AMA Management
House. It was attended by owners of both
established as well as upcoming businesses,
CEOs, CMOs, marketing and advertising
professionals, product managers, branding
and planning experts, key stakeholders from
the government, investors, entrepreneurs
and students.
These veterans included Rasnas
Piruz Khambatta, Darshan Patel of Vini
Cosmetics, Symphonys Achal Bakeri,
Amuls R S Sodhi, Vishal Mehta of InfiBeam,
Ganesh Nayak of Zydus Cadila, Anghshu
Mallick from Adani Wilmar, Jitendra
Chauhan from Jade Blue, Santosh Desai of
Future Brands, Astral Polytechniks Sandeep
Engineer, Seedfunds Mahesh Murthy,
GroupMs Tushar Vyas and Sanjay Kaul, IAS
of Tourism Corporation of Gujarat.
Some of the memorable sessions
included those of Patel, who spoke about
the success story of his hair care brand
Livon, Chauhan, who shared how sheer
skill, grit and optimism took a third
generation tailor from dreams to reality,
and Engineer, who proved that ones
product neednt be a consumer facing one
to make a mark in consumers minds.
Another highlight was the panel
discussion moderated by afaqs!s Sreekant
Khandekar in which the motivations of
owner-CEOs as opposed to those of
professional, non-owner CEOs were
discussed. The success story behind brand
Gujarat was another highlight of the event.
On the evening of Day One, a felicitation
ceremony was held at the Marriott where
brand custodians were honoured and
applauded for their respective achievements
and contributions. All in all, the event
served as a platform to spread the branding
mantras, values of ideas and products.
Powered By:
4 1 afaqs! Reporter, February 16-28, 2013
There were many questions
Tushar Vyas(GroupM) and Vishal Mehta (Infibeam) discussing ways of building
brands in the digital world
Active participation from the audience
Jitendra Chauhan presenting the story of JadeBlue
Santosh Desai discussing the power of branding
In-depth discussions
The audience
Sanjay Kaul, IAS A tough one for the panel
Powered By:
Supported By: Production Partner: Associate Sponsor: Dinner Sponsor: TV Partner: Outdoor Partner:
4 2 afaqs! Reporter, February 16-28, 2013
Supported By: Production Partner: Associate Sponsor: Dinner Sponsor: TV Partner: Outdoor Partner:
The audience
Mukesh Bhandari, the man behind Yo-Bikes
Kulin Lalbhai, Arvind
Rajesh Gandhi, Vadilal
Pradeep Chona, Havmor Chintan Bhalodia, Ajanta
Rasesh Desai, Wagh Bakri
Narendra Somani, TGB Jay Sachdev, Balaji Wafers Sunil Kanojia, Sintex Atul Sanghvi, Cera
Tim Love awarding Pradeep Patel, Ramdev Masala Priyam Patel, NK Proteins
THE FELICITATION CEREMONY
Powered By:
lK\JZJIZ
A
ccording to the latest report of
IRS, seven out of 10 English
dailies have registered growth
in the last year. Those on the growth
spree include names like The Times
of India (ToI), DNA, The Hindu,
The New Indian Express, The
Tribune, Hindustan Times (HT)
and Mumbai Mirror. The English
newspapers which have registered a
decline since Q3, 2011 include The
Telegraph, Deccan Chronicle and
The Economic Times (ET).
The No 1 English daily of the
country, ToI, has 76.5 lakh average
issue readership (AIR), this quarter.
The daily is also the biggest gainer
among the top 10 English dailies
since Q3, 2011 - an increase of 1.84
lakh readers during the period. The
newspaper gained the maximum in
Q4, 2011, when it recorded a growth
of 1.49 lakh AIR. In this quarter, the
daily has gained 10,000 readers.
HT is at No 2 position with 38 lakh AIR, nearly
half that of ToIs. The daily has gained 53,000
average readers in the last one year and 19,000 in
Q3, 2012.
At No 3 is the Chennai-based daily, The
Hindu, registering an AIR of 22.6 lakh, in this
quarter. It is also the third biggest gainer, among
the top 10 English dailies, since Q3, 2011 (with an
increase of 89,000 readers) and the biggest gainer
since Q2, 2012 (with an increase of 50,000 average
readers).
The Telegraph is at No 4, with 12.5 lakh aver-
age issue readership. The newspaper is among the
few to have recorded a decline. It has lost 12,000
readers in the last one year and 21,000 readers, this
quarter.
Deccan Chronicle is at No 5. The newspaper,
too, has lost readers in the last one year - a decline
of 43,000 readers. However, the newspaper has
added 13,000 AIR, this quarter.
At No 6 is the second biggest gainer, among the
top 10 English dailies, DNA, which
has registered a gain of one lakh read-
ers. The newspaper has added 32,000
readers, in this quarter alone. As per
latest quarter result of IRS, the daily
has an AIR of 9.6 lakh.
Bennett, Coleman & Co.s
(BCCL) other offering, Mumbai
Mirror, is at the No 7 position, with
8 lakh AIR. The tabloid has grown by
47,000 readers, in the last one year.
During the period, the newspaper
had lost the maximum in Q1, 2012 -
a loss of 26,000 readers.
The No 8 spot is taken up by
BCCLs business daily, ET.
According to the latest IRS gures,
the newspaper has an AIR of 7.5
lakh. The business newspaper has
lost maximum readers, since Q3,
2011 - a loss of 59,000. In the last one
year, the daily has continuously been
losing readership, except in Q1, 2012,
when it recorded a marginal increase.
The New Indian Express is at No 9, with an
AIR of 6.6 lakh. The daily has added more than
70,000 readers, since Q3, 2011, but has lost mar-
ginally this time - a loss of 3,000 readers in this
quarter.
The Tribune takes up the No 10 spot and has
registered a gain of 13,000, this quarter and 54,000
readers in the last one year. As per the latest quar-
ter of IRS, the daily has an AIR of 6.5 lakh.
sumantha.rathore@afaqs.com
A Quarter of Growth
IRS Q3 2012
According to the latest IRS report, most of the top English and Hindi publications have registered growth.
By Sumantha Rathore
A
ll the Hindi publications, in
the list of top 10 publica-
tions, as per the latest Indian
Readership Survey (IRS Q3, 2012),
have registered a growth this time,
except for Amar Ujala.
Among the top 10 publications,
Dainik Jagran continues to be the No
1 publication of the country, with
an AIR of 1.65 crore - an increase of
45,000 readers, since Q2, 2012. The
Hindi daily is also the second biggest
gainer, among the top 10 publica-
tions of the country.
The No 2 position is also taken by
a Hindi publication, Dainik Bhaskar,
with an AIR of 1.45 crore - 1983
readers less than Dainik Jagran.
The Hindi newspaper has also
registered a growth of 43,000 AIR,
making it the third biggest gainer
Regional Race
English Dailies: Onward and Upward
tes||stei es jee +l >>
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TOP 10 PUBLICATIONS
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4 3 afaqs! Reporter, February 16-28, 2013
Rajasthan Patrika is
the biggest gainer
this quarter, while
Malayala Manorama
is the biggest loser.
N
etwork18s e-commerce and home shop-
ping brand, HomeShop18, in association
with Delhi International Airport (DIAL),
has introduced a virtual shopping wall named Scan
N Shop, at Terminal 3 (domestic
side) of New Delhis Indira Gandhi
International Airport (IGIA).
The passengers get to browse
through its entire range of products
and order, by scanning the QR code
displayed against each item with their
smartphones. Consumers can also
order by calling the call centre. An
estimated 45,000 passengers depart
from the T3 terminal of IGIA daily,
each with time on their hands before
boarding a ight.
About the idea behind this ini-
tiative, Sundeep Malhotra, founder
and CEO, HomeShop18, says, The
objective is to leverage our technology and retail
experience, to newer avenues of virtual commerce.
The virtual shopping wall at T3 will give passen-
gers a new and unique shopping experience.T3 is
the apt location to launch the wall.
Notably, this initiative is similar to one initi-
ated in South Koreas subway stations by Tesco
HomePlus. Called the Homeplus Subway Virtual
Store, the activity brought the store to the con-
sumers. It recreated lifelike images of store aisles,
in subway stations. The interactive innovation
allowed people to shop from the store by simply
taking pictures of the products with their mobile
phones. In 2011, this activity bagged
the Cannes Lions Grand Prix in the
Media category.
Commenting on whether this is
a better option than doing outdoor
hoardings for the brand, Malhotra
says that an outdoor hoarding is just
meant for advertising and display,
while the virtual shopping wall works
further. On one hand it will be
yet another screen to HomeShop18s
multi-screen format strategy for
e-commerce, and on the other, it is a
new business avenue of our m-com-
merce strategy and has the potential
of being a unique revenue generation
model for us, he adds.
Explaining the reason behind part-
nering HomeShop18, I Prabhakara
Rao, CEO, DIAL, says, At Delhis
IGI Airport, our endeavour is to part-
ner with the best brands, offer a wide
range of products and a great experi-
ence to all the travellers.
The company will extend the
innovation in other geographies and
locations. An airport is just one place;
this model is easily adaptable to other
similar heavy footfall places, having
the right audience for this type of
shopping model. This is a new initia-
tive in India, as well as for us. We are
still at a nascent stage to comment on
our plans for other cities, says Malhotra.
The company hopes to get trafc, and eventual-
ly orders, from the shopping wall, from tech-savvy
customers.
feedback@afaqs.com
Photo Op.
HOMESHOP18
In an innovative experiment, HomeShop18 is allowing air travellers to use their mobiles to
scan and shop at Delhi airport. News Bureau
N|W\99h
Malhotra: newer avenues
The company will extend
the innovation in other
geographies and locations.
ICICI DIRECT
\MKIl9|
Stocks Simplified
Stories featured on this page highlight innovative usage of media using various vehicles like print, broadcast, digital and out-of-home.
The campaign showcases two animated characters, Gyano and Mobo, who showcase,
in an interactive way, how people need to plan their financial goals. News Bureau
I
CICI Securities, the integrated
securities rm, has launched an
animated YouTube campaign,
for its portal ICICIDirect.com,
to educate users on how to attain
their nancial goals. The campaign
features two animated characters,
Gyano and Mobo, who work out
nancial solutions for consumers
and help them realise their dreams.
Conceptualised and developed by
the internal team of ICICIDirect and
Oh2two Media, the video showcases
Gyano, the magician and Mobo, the
money boss. The video asks people
to choose a dream wish, after which,
Gyano showcases a shortcut to full
that dream. Mobo, on the other
hand, preaches logical solutions,
thus, promoting the ICICIDirect
tool, which calculates the exact
amount the user needs to invest
to full that dream (http://www.
youtube.com/user/icicisecuritiesltd).
The video also promotes a
Facebook app, which redirects to a
game called Virtual Stocks, where
Facebook visitors who like the
page, can experiment, experience
and learn stock market, live trading
hours in a safe environment,
thereby, eliminating all possibilities
of monetary loss.
The idea is to help people
understand investments and give
them a tool to plan their needs.
Additionally, ICICIDirect will
also update their Facebook
page, with important financial
news and developments like
policy decisions, inflation and
Budget (https://www.facebook.
c o m/ i d i r e c t mo ne y ma na g e r /
app_305409606247739).
Explaining the objective behind
the campaign, Vineet Arora, executive
vice-president and head, product
distribution, ICICI Securities tells
afaqs! Reporter, that social media is
a very inuential medium, especially
with the youth. We decided to
embrace this platform to create a
more personalised relationship, as
well as provide a fun, interactive
and safe way to learn about personal
finance and equity markets.
We believe that this format will
encourage systematic thinking about
goal-based investments and Virtual
Stocks will help investors overcome
their fear and understand the stock
market better, he adds.
The campaign will also be
promoted on Twitter and Facebook,
to engage with ICICIs growing
audience of followers interested in
investor education.
ICICIDirect has been focusing
on investor education, through
its classroom based training
programmes, at ICICIDirect Centre
for Financial Learning, across 45
Indian cities and also through online
tutorials.
Speaking about whether ICICI
Securities plans to support this
activity on TV, print and radio,
Arora says that, based on the success
of social media, other opportunities
will be evaluated.
feedback@afaqs.com
Virtual Stocks
will help investors
overcome their fear
of the stock market.
4 5 afaqs! Reporter, February 16-28, 2013
Arora: making finance fun
N|W\F|9F||
O
gilvy Delhi has
seen many sen-
ior leadership changes
in the rst half of
February, 2013. Kapil
Arora, who led the
Ogilvy & Mather
national team for
Vodafone in Mumbai,
has been appointed as
president and head of
advertising, in Delhi. In
his new role, he will
lead the agencys Delhi operations.
Arora has 13 years of experience, having
worked on brands such as Raymond, TVS Scooty,
Unilever teas, the BCCL Group and Titan. Sarang
Wahal, who led Vodafones central account man-
agement team for the agency, will replace Arora.
Wahal, who is now senior VP, began his career in
advertising in 1996, with Phoenix Advertising.
On the outdoor platform, Ovez Khan, former
group vice-president,
Realm Media moved
to GLO, as group
vice-president. He will
take care of pan India
operations for GLO,
the out of home out-
t was formed in 2011,
after Lodestar UM and
Greenline merged.
Khan started his
career with Standard
Chartered, in 1996.
Also, in the same
segment, DDB MudraMax has appointed Deepak
Trikha as vice-president, Experiential. He will
be based in Delhi and will report to Mandeep
Malhotra, president, DDB MudraMax.
Trikha moves in from Sistema Shyam
Teleservices (MTS), where he was working as
assistant general manager, marketing commu-
nications. He was responsible for strategy and
execution of marketing campaigns for MTSs tel-
ecom products and services.
Trikha started his career with Kidstuff, DDB
MudraMaxs promotional and events unit, in
2000, but later shifted to Encompass, as AVP in
2002, where he served a stint of six years.
In the meanwhile, Dentsu Communications
has roped in Vedobroto Roy and Deepak Singh
as ECDs. They will report to Soumitra Karnik,
national creative director, Dentsu India Group.
Both Roy and Singh come with a decade of expe-
rience. Before joining Dentsu Communications,
Roy was working with Leo Burnett, Dhaka while
Singh was associated with DDB Mudra, Mumbai.
Singh started his career in 2002 with Oberoi
Multimedia and got his rst break in advertising
in 2006 at Grey Worldwide while Roy began his
career in 2000 with Ogilvy Mumbai.
Ramanuj Shastry, former CCO, Saatchi &
Saatchi, is set to launch his own outt with part-
ner and co-founder: Nisha Singhania, general
manager, Saatchi & Saatchi Mumbai. Shastry will
head the creative front,
while Singhania, who
has been with Saatchi
since 2011, will man-
age the business side
of things, at the new
agency launching in
April. She also has a
background in strategic
planning. The name of
the rm has not been
decided yet.
A round up of some major people movements
in the last fortnight
>> MOVEMENTS/APPOINTMENTS<<
MAINLINE
B
BC Global News, has appointed Preet
Dhupar as chief operating ofcer for its
Indian operations. Dhupar was director of
nance and operations for BBC Global News
and BBC Worldwide in India. She joined
BBC in 2000 and was
instrumental in set-
ting up its operations
in India.
In her new role,
Dhupar will take
responsibility to
determine BBCs
commercial priori-
ties and targets for
news across India and
monitor performance
against them in terms
of advertising reve-
nues, content distribution and overall audience
growth.
Zee News has recently brought on board
Jitesh Rajdeo as chief sales ofcer for its bou-
quet of news channels.
Rajdeo, erstwhile
chief revenue ofcer,
DNA, will handle
the sales of the Zee
News bouquet which
includes Zee News,
Zee Business, Zee
News UP, Zee News
Punjabi, Zee 24 Taas
and 24 Ghanta.
Based in Mumbai,
Rajdeo replaces Amit
Tripathi, senior vice-
president, sales. In his new prole, Rajdeo will
head the sales function of all the news channels
under the bouquet.
Rajdeo has been associated with the Zee
Group since 2000 and has worked as national
sales head, Zee Cinema as well. In 2009, when
Zee restructured its ad sales division, Rajdeo
was in charge of the groups regional GECs and
news channels.
MEDIA
T
he UK-based company Aviva Life Insurance
promoted Rishi Piparaiya as director, mar-
keting and bancassurance. Piparaiya was director,
bancassurance and business partnerships since
2009, when he rst joined the com-
pany. His new mandate will be
to steer Avivas marketing strategy
including brand marketing, com-
munications, channel marketing,
digital and online strategy, analyt-
ics and product propositions of the
company.
eBay Indias chief marketing
ofcer Kashyap Vadapalli moved on
to join lifestyle e-commerce mar-
ketplace, Pepperfry.com as CMO
and head of new business. Vadapalli had joined
eBay in 2008, as director of marketing and busi-
ness development.
Pepperfry is an entrepreneurial venture by
former eBay India country head
Ambareesh Murty, to whom
Vadapalli reported in eBay India.
Here, Vadapalli will primarily lead the
marketing and new business teams.
In yet another development,
Vinay Kumar, erstwhile CEO of
StratosHear, a mobile media com-
pany, has returned to Microsoft
Corporation as the APAC head of
strategy and alliances for Bing.com,
Microsofts web search engine.
The new assignment will be Kumars second
innings at Microsoft as, in the US, he had worked
at Microsoft for nearly 10 years (from 1996 to
2005).
MARKETING
VINAY KUMAR
KAPIL ARORA
RISHI PIPARAIYA
DEEPAK SINGH
PREET DHUPAR
VEDOBROTO ROY
S
U
S
H
I
L

K
U
M
A
R
NISHA SINGHANIA
OVEZ KHAN
JITESH RAJDEO
4 6 afaqs! Reporter, February 16-28, 2013
KASHYAP VADAPALLI
S
U
S
H
I
L

K
U
M
A
R
ALEX JOSEPH
VP - Marketing and
Communication, Greenply
Industries
I
m reading The Autobiography of Malcolm
X. My inclination towards this narrative
was based solely on learning and reecting
about the ideas of cultural internationalism
and political antagonism in the 1950s.
I read everything from fantasy to post-
modernism. But I have a special liking for
ction. For me, sub-genres in ction like
magic realism, give a right blend of what is
real and what can be left to the imagination.
I am grateful that I was exposed to good
literature while growing up, thanks to my parents (they are avid readers
too). I remember my fondness for Uncle Toms Cabin. This anti-slavery
novel by Harriet Beecher Stowe exuberates sentiments of free thought
and anti-oppression, two important aspects to learn about in childhood.
Kafka on the Shore is an all time favourite, while Midnights Children
is perhaps the best example of post-colonial Indian literature. Lord of
the Rings, however, is a literary masterpiece and has to be my favourite
ancient fantasy book. The Hitchhikers Guide to the
Galaxy is another favourite. On popular demand,
my next read would be Shantaram. It would be a
fresh perspective for me to read about
life in a turbulent city like Bombay.
Next, I wish to mention my star
author, Haruki Murakami. The king
of postmodern surrealism and magic
realism, Murakami plays with text that
is not only multifaceted, but also viv-
idly dynamic. My other favourite writers
are Wilbur Smith, Pearl S Buck and PG
Wodehouse and Edgar Allan Poe.
As told to Raushni Bhagia
Keei|s Keem
N|W\K99K\
VIA.COM
Vying for Attention
T
ravel portal Via.com has cre-
ated a striking innovation
at Bengaluru airport, that
attempts to increase brand visibility.
Executed by JCDecaux India, the
innovation comprises a huge glass
facade behind the check in coun-
ters of the airport. The 90 X 2.7 m
structure covers more than 50 check-
in counters at the airport and talks
about the various offerings of the
portal, such as lowest fares, best deals
for hotels and best price holidays.
The four-month long campaign
began in December, 2012 and will
continue till March, 2013.
Alok Duggal, business head, air-
port, JCDecaux India, says that the
main directive given by Via.com to
them, was to connect with the right
audience and inform them about the
work it does and create visibility.
The travel portal has initiated a four-month long out
of home campaign, at Bengaluru airport, to create
brand visibility. By Devesh Gupta
e
,
a uld be a
s
G
gia
a
4 7 afaqs! Reporter, February 16-28, 2013
The glass facade behind the check-in
counters ensures that no one catching
a ight from Bengaluru, misses the
campaign. It engages people waiting,
during the check-in procedure and
communicates the various offerings
from the brand, he adds.
Bengaluru airport was chosen for
the campaign as the city sees a large
percentage of work-related travellers.
Bengaluru-based Via.com was
launched on July 28, 2006.
devesh.gupta@afaqs.com
in the list.
At No 3 is last quarters big-
gest gainer, Hindustan, with an AIR
of 1.2 crore. While the Hindi daily
had registered an increase of 48,000
readers last quarter, this time, it has
added 37,000 AIR.
The Malayalam newspaper,
Malayala Manorama, stands at the
No 4 spot, with an AIR of 97 lakh, an
increase of 42,000 readers, since the
last quarter. Incidentally, the daily
has recorded the sharpest fall among
the top 10 publications last quarter -
a decrease of 1,65,000 readers.
Amar Ujala is at No 5, with an
AIR of 85 lakh - losing 72,000 read-
ers this time. The daily had also
registered a decline of 85,000 readers
last time.
The Times of India takes the No
6 position, with an AIR of 76 lakh
this quarter. The English daily has
maintained its position in the top
10 list.
However, unlike last quarter,
where it had registered a marginal
decline of 9,000 readers, this time the
publication has added 10,000 read-
ers, putting it at a no loss, no gain
position.
The only Tamil daily to feature
in the top 10 publications list, Daily
Thanthi, takes up the No 7 spot. The
daily has an AIR of 74.17 lakh, this
quarter.
Though the daily has lost readers
in this quarter, it has moved up one
rank.
Pushed down by the Daily
Thanthi, Lokmat is at No 8, with an
AIR of 74.09 lakh - 8,000 readers less
than the Daily Thanthi.
While the daily had recorded a
growth of 22,000 in AIR, the Marathi
publication is the biggest loser this
time - losing 98,000 in AIR.
The No 9 position is taken by
Rajasthan Patrika, with an AIR of 68
lakh. The Hindi publication is also
the biggest gainer this quarter, a gain
of 62,000 readers. However, in the
last quarter, the daily had lost 51,000
readers.
Mathrubhumi is at No 10 with an
AIR of 64 lakh, registering a decline
of 78,000 readers this time. The daily
continues its losing spree and is the
second biggest loser in this quarter.
The Malayalam publication had lost
more than a lakh readers in the last
quarter.
sumantha.rathore@afaqs.com
A Quarter...
<< tes||stei lrem jee +J
Daily Thanthi is
the only Tamil
daily to feature in
the Top 10 list.
If there is one place you can
keep going back to for a
holiday, where would it be?
Langkawi is so gorgeous with
its white-sand beaches, blue
waters and panoramic hills, yes
I could keep going there for
a quick relax and recharge, to
come back inspired.
Tell us three good things
about travelling.
Great places to see, interesting
people to meet and cuisines to
indulge in or experiment with.
When you travel, what is a must carry
for you?
Even if the blackberry gets left behind, the
iPhone must come along, its business cum
pleasure.
When and where did your best holiday
happen?
My best holiday was in Lankawi 2 years back.
As a traveller, whats your tip for others?
Before you reach your port read a bit of the
place, even on the plane or at the airport. You
will enjoy it more and may even decide to do
something that will make that trip even more
special.
A colleague/co-worker from your indus-
try with whom you would like to go on
a holiday.
Holidays are family time. I prefer not to mix
work and family.
What has been your Life me ek Baar
moment?
When my two daughters turn and smile
at me an unforgettable smile you carry
through your life. Life has many special
moments but somehow there is a treasure in
this moment which nothing can replace and
it is just priceless.
What and where has been your best
bazaar bargain so far?
At the Grand Bazaar at Istanbul, though you
have to be careful of the prices I got this
excellent handmade and painted hookah .
Which has been the most unique desti-
nation that you ever visited? When and
why?
Istanbul-Turkey is a land of many contrasts.
One part ancient and history; the other mod-
ern, so you have the Haghia Soa and the
Blue Mosque and also Ikea. There is worship
and revelry. The people are all
cheerful and the place is exotic
with great nightlife and enter-
tainment but there is also real
poverty here, which is another
part you dont want to see.
With its natural beauty places,
museums, palaces, mosques,
churches and bazaars it is a
must visit destination.
Tell us how you have man-
aged to make a journey fun.
If its on the plane then I catch
up on my Lonely Planet of the
place, or a movie and some-
times it becomes work. If its a
road trip, when my kids were
younger, it would be songs
and stories, now too there is so
much to chat and catch up.
What has been your worst
travel moment? Why?
My worst moment was when I landed in
Paris for a global review meeting. On land-
ing we realised the airline had not loaded the
complete lot of bags for business class passen-
gers. So much for travelling in comfort. I had
to buy a new set of clothes for my meeting. I
made my presentation in a formal shirt, jacket
and jeans. It was my worst travel experience.
Now I travel with a change of clothes in my
check-in bags. As they say every experience is
a learning.
What is the best souvenir you ever bought
for anyone?
Bought some very nice scarves and hand-
made ceramics from Istanbul.
What is your Life me ek Baar vacation,
that you would denitely want to go on?
To Egypt- ancient Egypt, inside the pyra-
mids, temples, the museum and of course
the Nile.
If there is one place you can
keep going back to for a
holiday, where would it be?
Langkawi is so gorgeous with
its white-sand beaches, blue
waters and panoramic hills, yes
I could keep going there for
a quick relax and recharge, to
come back inspired.
Tell us three good things
about travelling.
Great places to see, interesting
people to meet and cuisines to
indulge in or experiment with.
When you travel, what is a must carry
for you?
Even if the blackberry gets left behind, the
iPhone must come along, its business cum
pleasure.
When and where did your best holiday
happen?
My best holiday was in Lankawi 2 years back.
As a traveller, whats your tip for others?
Before you reach your port read a bit of the
place, even on the plane or at the airport. You
will enjoy it more and may even decide to do
something that will make that trip even more
special.
A colleague/co-worker from your indus-
try with whom you would like to go on
a holiday.
Holidays are family time. I prefer not to mix
work and family.
What has been your Life me ek Baar
moment?
When my two daughters turn and smile
at me an unforgettable smile you carry
through your life. Life has many special
moments but somehow there is a treasure in
this moment which nothing can replace and
it is just priceless.
What and where has been your best
bazaar bargain so far?
At the Grand Bazaar at Istanbul, though you
have to be careful of the prices I got this
excellent handmade and painted hookah .
Which has been the most unique desti-
nation that you ever visited? When and
why?
Istanbul-Turkey is a land of many contrasts.
One part ancient and history; the other mod-
ern, so you have the Haghia Soa and the
Blue Mosque and also Ikea. There is worship
and revelry. The people are all
cheerful and the place is exotic
with great nightlife and enter-
tainment but there is also real
poverty here, which is another
part you dont want to see.
With its natural beauty places,
museums, palaces, mosques,
churches and bazaars it is a
must visit destination.
Tell us how you have man-
aged to make a journey fun.
If its on the plane then I catch
up on my Lonely Planet of the
place, or a movie and some-
times it becomes work. If its a
road trip, when my kids were
younger, it would be songs
and stories, now too there is so
much to chat and catch up.
What has been your worst
travel moment? Why?
My worst moment was when I landed in
Paris for a global review meeting. On land-
ing we realised the airline had not loaded the
complete lot of bags for business class passen-
gers. So much for travelling in comfort. I had
to buy a new set of clothes for my meeting. I
made my presentation in a formal shirt, jacket
and jeans. It was my worst travel experience.
Now I travel with a change of clothes in my
check-in bags. As they say every experience is
a learning.
What is the best souvenir you ever bought
for anyone?
Bought some very nice scarves and hand-
made ceramics from Istanbul.
What is your Life me ek Baar vacation,
that you would denitely want to go on?
To Egypt- ancient Egypt, inside the pyra-
mids, temples, the museum and of course
the Nile.
ANITA NAYYAR
CEO, India & South Asia,
Havas Media Group
My Travel, My Experience
!9K\WlICh
JOBSWITCH
Post: Art Director
Company: Landscape Outsourced
Marketing Pvt. Ltd
Profile: Lead the art team, maintain
benchmarks of excellence, be
inspired to push the creative
boudaries, mentor junior members.
Exp: At least 5 years of experience
with national level brands.
Location: Gurgaon
Email: km@landscapeoutsourcing.
com
...........................................................
Post: Sr. Web Devloper
Company: Gozoop Online Pvt. Ltd.
Profile: Good HTML coding is an
added benet. Candidate should
be able to handle end to end
development projects and will be
required to work with a team of
PHP developers on projects.
Exp: 1 - 3 years
Location: Mumbai
Email: bansi@gozoop.com
...........................................................
Post: Business Development
Manager
Company: Portrait Advertising and
Marketing Pvt. Ltd
Profile: Responsible for new
Business Development promotions
and conversions. Market research,
framing policies and strategies to
achieve the clients towards pitching
Exp: 3+ yrs
Location: Mumbai & Delhi
Email: hr@teamportrait.in
...........................................................
Post: Head - Creative Studio
Company: Bestow A creative
communication agency
Profile: To lead Graphic Design
Studio. Visualizing & Creating
Designs. The creative head
generally woks in a team or with
a team and is the head of the team
so he is responsible for deciding
the deadlines and timely delivery
of the project/task and makes sure
that the creative team is getting
enough material and brief about
the project.
Exp: 4-5 years
Location: Vadodara, Gujarat.
Email: careers@bestow.in
...........................................................
Post: Visualizer
Company: Focus Circle Brands Pvt
Ltd
Profile: Ideate on the brief & design
some hatke stuff. Able to work
in a team & handle pressure 3. Has
an eye for detail 4. Procent in
Illustrator, Photoshop & Coraldraw
Exp: 2-4 yrs
Location: Mumbai
Email: dishahr@focuscircle.in
...........................................................
Post: Account Manager/ Sr.
Account Manager (Servicing)
Company: Interactive Avenues
Profile: The Account Manager
works in conjunction with the
Account Director to full client
campaign planning, execution,
management and analysis. This
role interfaces with our clients on
a daily basis, and is responsible for
building and maintaining a strong
working relationship.
Exp: 2-6 yrs
Location: Mumbai
Email: neha.sharma@
interactiveavenues.com
...........................................................
Post: Senior Client Servicing/
Group Account Manager/ Director
Company: Eggrst Advertising and
Design Pvt Ltd
Profile: Lead a team of Junior
client servicing professionals to
manage clients/ brands end-to-end.
Interacting with clients, creating
advertisement briefs, chalking out
media and advertising strategies,
media allocation, follow ups, etc.
Understand Brands, marketing
environments, provide brand
solutions to clients in conjunction
with the art/ delivery team
Exp: 3 - 10 yrs
Location: Mumbai
Email: hr@eggrst.com
...........................................................
Post: Executive Training
Company: Social Wavelength
Profile: Will be required to work
with new joinees and deliver
training program (job role training,
process training). Manage trainee
feedback, learning assessment,
training needs analysis and all
queries during nesting period.
Will be required to conduct
in-house tests to ascertain on skill
assimilation in the team members.
Exp: 1-2 years experience in
process training in a BPO or a
communication agency
Location: Mumbai
Email: jobs@socialwavelength.com
...........................................................
Post: Manager Lead Generation
Company: Social Wavelength
Profile: Will be leading a team of 4-5
executives. We need to plan lead
generation strategy for B2B clients
using social networking sites and
other relevant tools and sources.
Will need to guide the team and
take ownership of client KPI
delivery. Will also be responsible
for managing the client relationship
Exp: 5 yrs
Location: Mumbai
Email: jobs@socialwavelength.com
...........................................................
Post: Film Executives/Creative
Assistants
Company: Pansworld Television
India Pvt. Ltd.
Profile: Creative concepts, direction
assistance and client servicing.
Exp: 1-2 yrs
Location: Mumbai
Email: people@pansworld.com
...........................................................
Post: Account Based Marketing
(Sweden)
Company: Capgemini
Profile: To work closely with
the Sweden CMO and Sweden
Onshore ABM to establish an
offshore-onshore model for ABM
services to support key accounts in
the region. To support the Sweden
CMO and Sweden Onshore ABM
in the creation and promotion of
a set of ABM best practices, skills
and in-a-box solutions to support
account teams.
Exp: 6-11 yrs
Location: Mumbai
Email: Pratyay.dasgupta@
capgemini.com
...........................................................
Post: Sr. Media Planner - Outdoors
Company: Orienta Cine Advertising
Pvt Ltd
Profile: Media planning would
involve the planning of Outdoor
Media which includes ( Hoardings,
Billboards , Bus Shelters, Transit
Advt Pan India.)Taking Brief of
activity from Marketing or client.
Making plans as per market with
the best possible sites.
Exp: 6 - 7 yrs
Location: Mumbai
Email: info@orientacine.com
...........................................................
Post: iPhone App Developer
Company: Experience Commerce
Profile: Good understanding of
Mobile platforms in general
and iPhone in particular.
Good understanding of Xcode
development platform and iPhone
app development and deployment
process. Objective C, Object
Oriented Programming. Good
grasp of digital platforms.
Exp: 1 1.5 yrs
Location: Mumbai
Email: hr@experiencecommerce.
com
...........................................................
Post: Branch Manager
Company: Tempest Advertising Pvt
Ltd
Profile: Set up a full-edged branch
for Tempest in Ahmedabad with an
objective to be self sufcient with
two years of operations.
Exp: Minimum 5 yrs
Location: Ahmedabad
Email: careers@tempestadvertising.
com
...........................................................
Post: Client Servicing Executive
Company: Yellow Capsicum
Profile: Liaising with designers and
printers. Maintaining and updating
customer database. Sourcing and
securing sponsorship. Supporting
the account manager and other
team members. Organising photo
shoots.
Exp: Minimum 1 yr.
Location: Mumbai
Email: career@yellowcapsicum.com
...........................................................
Post: Copywriter cum Ideator
Company: Akriti Adcomm Pvt. Ltd.
Profile: Can write meanigful and
crisp copy for marketing collaterals
and advertisements for varied
segment of clientale. Can ideate,
conceptualize, visualize and work
closely with creative team to turn
dreams in reality.
Exp: 2-3 yrs
Location: Noida
Email: sumitmalik@
akritiadvertising.com
...........................................................
5 0 afaqs! Reporter, February 16-28, 2013
TO ADVERTISE, CONTACT:
Abhilash Singh
(Delhi & Mumbai)
Ph: 09999989454
Email: abhilash.singh@afaqs.com
Priyanka Foman
(Mumbai)
Ph: 09819984998
Email: priyanka.foman@afaqs.com
jobswitch@afaqs.com
To view other jobs in Marketing,
Media and Advertising, log on to:
http://jobs.afaqs.com
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